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Marketing Communication Mix Of Samsung

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1.Identify the Current Marketing Communication Mix used by Samsung. You Must use Examples to Support your answer.  -
2.Analyse Samsung’s Brand Image and Consumer Brand Awareness using the Customer based brand Equity Framework and the Brand Awareness Pyramid.  

3.Identify what the Samsung brand means via an analysis of various Sources. Identify how Samsung is trying to Enhance its brand by using Integrated Marketing Communication.  


1.Identification and Analysis of Samsung’s Marketing Communications mix

Following is the detailed discussion of Samsung’s communication mix: -

  1. Advertising: - the company mainly depends on advertising medium especially for the advertisements of new products. The products are promoted on the basis of the features like the new phone message is based on fast interface, vividness and slim. In fact, one of the phones of the company Galaxy S is promoted as one of the thinnest phone in the industry and the main advantage offered by the phone is illustrated in a proper manner (van Scheers and Prinsloo, 2014).
  2. Sales promotion: the company is not just aiming on a bigger deal based on sales promotion. The main reason is the excessive promotions anyway specifically in terms of pricing or discount that may impact the name of the brand in an adverse manner for the longest period of time. At the same time, it is also observed that the existing partnership with other companies are performed and on that basis product bundling is done which further helps in subscribing with specific features within a specific period of time. There are number of free gifts also available in order to persuade the customer to try the products in proper manner (Rodrigues et al., 2013).
  3. Public relation: association with other kind of highly known company is one of the ways to increase the name and value of brand and it also helps in communicating the current cutting edge technology of the products launched by the company.
  4. Events: the company is currently lagging behind in providing an experience to the customers. The consumers have little methods to get some experiences about something different from the products (Berger and Meng, 2014).
  5. Direct Marketing: the company has established an amazing customer relationship management program. The company is involved in direct mail marketing tools that are used to stay in touch with the existing consumers (Rodrigues et al., 2013).
  6. Personal selling: the company has not designed specific stores for the products and it usually depends on the resellers for giving a better kind of services or also encourages the consumers to try out the products.

2.Samsung’s Brand Image and Consumer Brand Awareness

The methodology of Brand equity model is quite simple in application. Therefore, to build a strong base for brand, it is important to shape how consumer may perceive and feel about the product. Samsung comes with the right kind of experience. The targeted customers are particular, comes with positivity, beliefs, and perception about the brand. Following are the four steps that Samsung follow in order to build brand image which also a part of brand equity model:

  1. The initial stage of the expansion started by the company in 1993 and it was basically driven into forming new identity by transforming the logo from basic with red star kind of signs at the side of white and blue in the background (Damarjati et al., 2016). The shape of the blue background was elliptical shape which provides an impression of advancement and modern technology.
  2. It is also decided to agree that the company must also succeed in the growth of brand as well as its logo.
  3. The brand will survive and will succeed for the longest period of time as it can depend on the strategies of the company of selecting a specific brand image and also maintain it over a period of time.
  4. The company has also proved that it can be driven on the right kind of track along with the positive brand image which is well known all across the world with the positive reputation of international brand (Cornelissen, 2014).

3.Samsung’s Brand Meaning

Samsung is Korean company and in Korean this word means three stars. This kind of brand name was actually picked by the founder of the company during establishing the company (Lee and Coughlin, 2015). The basic idea behind the name was that one day; it will become one of the most powerful and forever star in the sky. Three stars symbolize with the success and the reason of it being three is associated with culture of three where it symbolizes as big or powerful (Yadav and Pavlou, 2014).


Current IMC approach to Brand Enhancement

Marketing team at large all over the world understand that the life of the brands is based on the connections and it is important to capture every possible option by developing an IMC approach. The goal must be to increase the overall brand equity by changing the positions of customer along with overall customer based experience in order to purchase and it leads to advocacy for the brand. The goal of IMC is to provide the right message to appropriate audience at the right time and at the right location (Shah, 2014). It is crucial for the marketing managers to build an efficient plan of IMC that provides a clear as well as compelling message.

Samsung while launching a new product take helps of various medium to communicate the right message. Mediums like advertisements on TV, radio, websites, billboards, YouTube, Sponsors and many other platforms helps in spreading the message to maximum audiences at the same time. Then there is mass communication which is done with the help of Mass media ads like TV, Radio or magazines. Target based communication is specifically in the sporting based market with the help of sponsorship and in addition there is also effective in-store communication which take help of many banners, sales force strategy using branded merchandise, personal communication at Kiosks and promotion on micro websites (Shah, 2014).

Therefore the company uses, advertisement, PR, sales promotion and E-marketing medium in IMC strategy to promote the product. Current IMC approach of the company is to revive the image since the company is facing a difficult time in terms of falling market shares and overall profitability. The company is looking to raise the product competitiveness significantly for every price category. For this, the company is planning to use new kind of materials as well as technologies like metal frames and flexible displays to set the devices away from the rivals (Lee and Coughlin, 2015).



van Scheers, L. and Prinsloo, C., 2014. Investigating word of mouth as advertising tool for mobile devices in South Africa. International Journal of Academic Research in Business and Social Sciences, 4(11), pp.332-354.

Rodrigues, J.J., Lopes, I.M., Silva, B.M. and Torre, I.D.L., 2013. A new mobile ubiquitous computing application to control obesity: SapoFit. Informatics for Health and Social Care, 38(1), pp.37-53.

Damarjati, I.H., Kusumawati, A. and Mawardi, M.K., 2016. THE INFLUENCE OF INTEGRATED MARKETING COMMUNICATION (IMC) ON BRAND EQUITY AND PURCHASE DECISION (Survey on Indosat-M3 customers among members of Unit Aktivitas Band Universitas Brawijaya class of 2014). Jurnal Administrasi Bisnis, 34(1), pp.29-37.

Cornelissen, J., 2014. Corporate communication: A guide to theory and practice. Sage.

Yadav, M.S. and Pavlou, P.A., 2014. Marketing in computer-mediated environments: Research synthesis and new directions. Journal of Marketing, 78(1), pp.20-40.

Lee, C. and Coughlin, J.F., 2015. Perspective: older adults' adoption of technology: an integrated approach to identifying determinants and barriers. Journal of Product Innovation Management, 32(5), pp.747-759.

Shah, K., 2014. Advertising and Integrated Marketing Communicatons. Tata McGraw-Hill Education.

Berger, B.K. and Meng, J., 2014. Public relations leaders as sensemakers: A global study of leadership in public relations and communication management. Routledge.


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