Marketing Management 

Assignment of Marketing Mix

A Report

By

P.T. Attygalle

Marketing Management

Year 1, Semester 2

This research is based on the data and information of 1st year 2nd semester

My advice to all readers

Marketing Management

Marketing Mix of Samsung Mobiles –Four Ps

Contents

Introduction. 1

History and product description of Samsung mobiles. 2

Key marketing strategies of Samsung mobiles. 3

Product strategies of Samsung. 3

Placement strategies 3

Pricing strategies. 3

Promotional strategy to supplement the marketing strategy for Samsung galaxy. 3

Products of marketing mix of Samsung mobiles 4

Key destinations of Samsung mobiles. 4

Samsung mobile products are divided into 6 major categories. 4

Samsung mobile – products and special features to satisfy customer needs. 4

Is Samsung succeeding in the mobile phone industry?. 6

Placement of marketing mix – Samsung mobiles. 7

Pricing of the marketing mix – Samsung mobiles. 8

Promotions of the marketing mix – Samsung mobiles. 8

Other factors – Samsung mobiles. 10

How are these strategies and marketing mix are helped to the growth of Samsung mobiles?. 10

Conclusion. 11

Recommendation. 12

Introduction

Samsung mobile is a part of Samsung Electronics which is situated in South Korea. Samsung mobiles are manufactured in several countries including India, Vietnam, Indonesia. They are the world’s best mobile phone company according to the latest ratings. Not only that, they have an admirable value for their brand name called Samsung. People are waiting for their products.

They have differentiated products with so many features. Samsung has changed their mobile OS until they met the Android. Since then they have continued their mobiles with this open-source platform which allows the company to do any changes to the OS.

Samsung mobiles supply their products targeting the economic groups in the world. They have different price levels.

The marketing field of Samsung mobiles are targeted people’s attraction and increases the demand for their products. So lets we see how Samsung can achieve its strategies and goals relating to the marketing mix.

History and product description of Samsung mobiles

Samsung is a South Korean company founded by Lee Byung-Chul in 1938 as a trading company. Over the next three decades, the group diversified into areas including food processing, textiles, insurance, securities, and retail. The company was entered the electronic industry in the late 1960s and the construction and shipbuilding industry in the mid-1970s. Here we are going to consider about Samsung mobile phone industry.

Key marketing strategies of Samsung mobiles

Product strategies of Samsung

Product strategy through product diversification is actually central to the marketing strategy of Samsung. Product diversification can be costly and risky. However, when done right, this product strategy provides a safety net against market downturns.

Samsung has virtually created the market for large-display smartphones called phablets.

Adds AMOLED display technology on smartphones and tablets. This was bringing high pixel density and better color reproduction to the customer.

Placement strategies

The company also partners with distributors and network carriers in other countries to help it distribute Samsung Galaxy products through varied sales promotion strategies and tactics. This will help worldwide customers to find the Samsung products in their market easily.

Samsung also offered discounts for their partners to reduce the competition in the market.

Samsung use push and pull marketing strategies simultaneously to promote their brands

Pricing strategies

Through a product strategy that centers on product diversification, Samsung caters to a broader smartphone and tablet market. For example, the Galaxy S-Series product line caters primarily to high-end consumers. Still, the company has used the same user experience in the Galaxy A-Series line to cater to mid-entry consumers, albeit with some trade-offs such as lower hardware specifications and design choices.

Promotional strategy to supplement the marketing strategy for Samsung galaxy

In a push marketing strategy, a company “pushes” a product or idea through advertising and sales strategies. (As an example Samsung and Coca-Cola ads PLAY VIDEO)

The company uses famous persons or sports matches to promote their products from sponsoring ( PLAY THE VIDEO AD)

The company has also managed social-media pages such as Facebook, Twitter to promote their products.

Products of marketing mix of Samsung mobiles

Key destinations of Samsung mobiles

In 1993 the company launched a new model (SH-700) which was a better one than the products of their competitors.

In 1994 Samsung launched another version of SH-770 called ‘Anycall’ as an effort of brand building.

Samsung was launched its first CDMA mobile phone in 1996. Their 1^st digital handset was the SCH-100 and it was launched with clear voice communication.

In 1996-1998 Samsung started their business activities globally with PCS phones.

Samsung launched its first GSM mobile across the GSM market (SGH-200). But also this model was unable to succeed until Samsung found the tastes of the customers.

In 2004 Samsung introduced their first mobile to India. (Wikipedia, n.d.)

Samsung launched their first Android mobile in 2009 – Samsung GT-I7500 Galaxy

Samsung mobile products are divided into 6 major categories

·         Style

·         Infotainment

·         Multimedia

·         Connected

·         Essential

·         Business

Samsung mobile – products and special features to satisfy customer needs

Ø  Samsung Galaxy S Series

The Galaxy S series is a line of high-end smartphones that have co-existed with the Galaxy Note line as being Samsung’s flagship smartphones. The latest models are the Samsung Galaxy S21, S21+, and S21 Ultra, released in January 2021. Launched in 2010 with Galaxy-S

Special features which come with this S series (Galaxy S to S21 Ultra)

o   Ram 512MB-16GB

o   Battery 1500mAh – 5000mAh

o   Storage(ROM) 16GB-512GB

o   Camera 5MP to 12MP

o   3G/4G/Vo-LTE/5G

o   Processor

o   Fingerprint scanner.

o   Ability to record 4K videos. (2160p at 30fps) and 1080p at twice the frame rate (60 fps)

o   AMOLED display

o   Dual Pixel, Auto Focus-Camera

o   Also it has so many features to be a user-friendly mobile such as personal assistant called S Voice, “S Beam” feature, “Motion Gestures” feature, program, rotation, scroll, barometer, ambient temperature meter, humidity percentage, one-handed mode, sensitivity, air view, air gesture, screen share, repeats effect in-camera, simultaneous rear, and font cam recording feature, multi-window, ambient light, heart rate monitor, water resistance, low light feature, download booster, power saver, iris scanner.

Ø  Samsung Galaxy Note Series.

Ø  Samsung Galaxy Z Series.

Ø  Samsung Galaxy A (Alpha) Series.

Ø  Samsung Galaxy M (Millennial) Series.

Ø  Other discontinued products also same features included which are mentioned above.

Is Samsung succeeding in the mobile phone industry?

In the late 1990s, people only wanted a cell phone to talk with each other. But, when it came to today with these technological improvements people are busy with their personal works. They don’t have much time to waste. As of this concerns, mobile phone market also improved with new technology and lots of features to help the people for success their day to day works.

Targeting the wants of their customers with being user friendly for them and supplying a quality product to the market Samsung mobile phone production achieved a greater market value in the global market. When it came to today Samsung is the 1^st of mobile phone brand ranking list in the world in 2021

Placement of marketing mix – Samsung mobiles

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Pricing of the marketing mix – Samsung mobiles.

Price is the second concept of the marketing mix strategy. Since Samsung has different product categories, it also has different pricing strategies too. Samsung follows two pricing schemes – Skimming Price & Competitive Price. They use these two schemes very effectively.

When it came to the mobile phone industry of Samsung they manufacture two kinds of categories of mobiles which required by customers as of their needs and income.

Samsung manufactures its Note and S-Series targeting those who looking for the best quality products. And also prices of this kind of model are higher than their budget phones such as A-Series and M-Series (the newest version of J-Series)

Also, Samsung uses price as a weapon of beating the competition. As the biggest example for this, we can take the Samsung vs Apple companies. Both of them are competitors in the mobile phone manufacturing field. But Samsung products are supplied to the market at a fair price than Apple.

Promotions of the marketing mix – Samsung mobiles

Also if they are planning to make a great product that brings new technology to the world, they use a promotion process for customer attraction.

Samsung Blockchain (click to watch the video)

Cool and beautiful design of Samsung smartphones.

Not only that Samsung mobile takes the sponsor part of some sport matches and they use their logo to promote the brand name.

Social media and YouTube take the biggest place of promotion process of Samsung mobiles as a low cost and biggest people attraction marketing way. They have their own social media (such as Facebook, Twitter) pages for help to the people with their problems and also a path for promoting the products.

Also, they are using Google Ads and Social media ads to market their high-end devices (S –Series, Note-Series) targeting the persons who looking for the newest and quality phone without concerning the cost of the product.

If they plan to introduce a new branded mobile, they arrange a YouTube conference for talking about the features of their product. (Galaxy S21 Ultra launching event)

Other factors – Samsung mobiles

How are these strategies and marketing mix are helped to the growth of Samsung mobiles?

Finally, Samsung mobile’s long journey from 1993 to 2021 they would be able to successfully reach their long term business goals from following this marketing strategy. The marketing mix of Samsung mobiles perfectly helped to become the first of the mobile phone industry of the world.

Conclusion

·         Samsung mobiles were able to be the leader of the mobile phone industry by beating their main competitors from following these 4Ps of marketing.

·         As the best mobile company in the world, they made new products which suitable for future technology.

·         When Samsung mobile use Android as their main OS, they were able to give people an idea about thinking out of the box.

·         From opening new factories out of South Korea, they were able to reduce the shipping cost and also the price of their products.

·         Using the new technology and new trends of the world such as YouTube and social media they were able to do a successful promotion process from identifying their products to the people.

Recommendation

·         They need to improve the security functions of their mobile phones. Because Android is an open-source OS so, anyone can modify and break the security of these mobiles even it has fingerprint locks.

·         Samsung needs to think about the old Android versions. Because lots of android devices already stopped receiving updates after two or three years.

·         Pricing of Samsung mobiles is somewhat higher than other companies. When it came to Redmi or Huawei they give more features to their customers for that price.

My advice to all readers