A Brief Analysis of Samsung's Marketing Aim and Strategies

Samsung is a world famous brand that has been made popular not because of the products, but also their innovation in technology. It’s the seventh most valuable brand in the world. Myself I believe this is due to the marketing mix of the company which allows the Samsung to achieve their marketing aims and objectives. The Samsung’s main marketing aim and objectives are in their own word “inspire the world, create the future” they are trying to achieve this by creating a “richer” digital experiences by creating the world best products through operational excellence and innovation prowess, their main quantitative objective is to achieve annual sales of four hundred billion by this year and be the overall brand in the world. Their qualitative objective is to be one of the top ten world’s best workplace, they promote social responsibilities and this is definitely raises the public perception of the company.

Samsung products are ever transforming to meet the needs of customers that strive to have the best that the technology has to offer, they achieve this by involving their technology and creating forward thinking gadgets that other companies have not explored. Samsung’s marketing strategy is clever as it also creates needs for consumers, as in technology that the consumer didn’t realise they need until it was designed these innovation are usually time saving technology. For example of Samsung’s innovation was when they brought out the smart scroll technology on the Samsung S4 , no other company created a phone that used the front camera to sense when a consumer was locking the device.

Promotion is important for any promotional mix, it allows the consumer to understand the benefits of buying a particular product, Samsung promote their product by a selection of marketing strategies. Another example Samsung promotion was an advertising strategy that coincided Marvel avengers. The advert was called “Samsung mobile present Assemble’ and was divided in two parts. In the advert a host of celebrities are matched to avengers characters using Samsung technology. The adverts promoted the latest Samsung smart phone the S6 and the Gear VR which allows users to view video and also pictures from a 360 perspective. The interesting thing about this advert was that they allowed a couple of civilian fans to take part in the advert, which in turn promoted Samsung’s public image, it must be stated that these adverts alone generated 51 million views as the avengers is one of the biggest superhero franchises, which allowed Samsung to target a large audience of consumers and access a new consumer group .

An example of sale promotion of Samsung can currently be see on EE’s website where they are offering particular Samsung models with free three months google play music. This promotion would attract consumers who enjoy listening to music.

Samsung came up with strategy to gain further interest in their latest phone the S edge , they suffered from a down turn in growth and decided to release their latest model of smartphone the s7 edge a month earlier than the previously stated , so like instead of releasing the model in April last year Samsung released the phone in march , it benefited Samsung profits as they made roughly 14 percent increase on the previous year’s performance in the same quarter also benefited from this marketing strategy ,as for the first time the opponents Apple saw a drop in IPhone sales.

Samsung currently uses a competitive pricing strategy in relation to their various other products it sells such as televisions and cameras. This strategy has been successful for Samsung as it has seen their business grow from selling multiple products at one time at standard prices tat compete with competitors, all the areas that I explained shows how Samsung have used promotion mixed with the rest of the marketing to achieve their aims of creating products that offer” operational excellence and innovation prowess”.