Above The Line Promotion Of Samsung

Samsung is a South-Korean company and its headquarters is in Samsung Town, Seoul (Samsung, 2014). Samsung is made up of 80 companies together. At present Samsung branches exists in 61 countries. Samsung is one of the world 's leading manufacturer in the Android mobile (smart) phone industry. Samsung after releasing the smart phones in the name of Samsung galaxy series which started with Galaxy Y basic model. Later Samsung released S series which got overwhelmed response all around the world. On 24 February 2014 Samsung released Galaxy S5 which was an immediate and quick successor after Galaxy S4 the previous model. When designing the Galaxy S5 Samsung worked on the drawbacks of the previous models and improved camera quality, running speed, finger print reader, private mode, dust and water resistance (Andrew, 2014). In this analysis I have researched and proved that Samsung organization used Integrated marketing and communications on basis of their target audiences, message strategy and media choices.

But it doesn’t mean it has a best fit position and profit compared to the other competitors. To simplify this point, we should not predict the situation of one company based on the sales, there is a lot of aspects need to be measured, such as the expenditure, ROMI, and so on. And this report explain about the definition, application, and roughly explain about the importance of marketing metrics which adopted by Samsung group. Except of this information, the report will be ended by

Samsung has its own stores which can be found around the world, not only in Asia, but also in America ,Europe, Australia and Africa.

Meantime launched their first above the line campaign on the 6th of June 2012 that

Promotion is the means by which information about a product is communicated. It is done through advertising and Public Relations, where the company pays for, and so has control over information given to the consumer (Tesco’s Computers for schools programme). Publicity is uncontrolled and so can have a bad, as well as a good impact on a company (BP’s Gulf of Mexico’s oil spill). It is vital for businesses to have good reputations since the internet is so easily accessible to the public nowadays, and news is not so easily forgotten.

Lastly, when a firm focuses on marketing their promotions they advertise their coupons, specials deals, or BOGO offers. Promotions are anything that draws in a customer and makes them think they are getting a better deal on the product. QSR recently wrote an article about up and coming business Burger 21 describing their way of marketing. Burger 21 focuses on their product to draw in customers and market their business to a multitude of different people with varying tastes.

Samsung is a customer oriented organisation by offering products online through portals, phone marketing through short text messages and in stores.

Sales promotion tools are used by most organizations, including manufacturers, distributors, retailers, and not-for-profit institutions. They are targeted toward final buyers (consumer promotions), retailers and wholesalers (trade promotion). Today, in the average consumer packaged company, sales promotion accounts for 74 percent of all marketing expenditures. Several factors have contributed to the rapid growth of sales promotion, particularly in consumer market. First, inside the company manager face greater pressures to increase their current sales, and promotion is viewed as an effective short-run sales tool. Second, externally, the company faces more competition and competing brands are less differentiated. Increasingly efficiency has declined because of rising costs, media clutter, and legal restraints. Finally, consumers have become more deal oriented, and ever-larger retailers are demanding more deals from manufacture.

Established in 1938, Samsung is one of the business pioneers in a huge number of ventures from power generation through to advanced mobile phones (Kovach, 2013). Each of their specialty units hold fast to a similar vision of turning into the favored provider of items or potentially administrations to their customers, yet the strategies used to accomplish this vision are custom-made to suit the particular market concentrate, in this way showing the flexibility of the organization.

Samsung Galaxy series marketing strategy multiple products aimed at multiple market segments. The production costs increase in producing variety of smartphone but it meets the consumers’ needs and wants. This way it will increase the Samsung’s revenue.

A promotion mix is the combination of sales promotion, advertising, personal selling, sales promotion as well as direct marketing tools employed by a company to communicate their value and build customer relationships. The Radisson Blu Hotels focus on individualized promotion policies so as to preserve a close connection with their customers and maintain their exclusivity. As a result, the company has moved away from mass media advertising and mass medium outlet. To achieve this, sales promotions such as coupons are sent using an online mail list where it updates customers on new product bundles and promotion of events that are happening in the hotels. The company chooses to use various distribution channels to maximize their relationship with the customers such as personal sales promotion or via the

History: Company started its business as a Samsung Electronics Industry Co Ltd in 1969 and introduced some electronic products such as Black-and-white TVs, washing machine and refrigerator from 1960 to 1975. The worldwide establishment and expansion of the business and operations of the company started in 90 as entered in the Asia, Europe and American region

The success of an organisation includes the use of unique strategies and effective decision-making to promote the business effectively which increased the growth of the company to the industry and economy. Through competition, companies have gained advantages to outgrow their product by using strategic plans and critical decision-making which leads to attracting as many consumers as possible than their competitors. Organisations compute the success of the company in unique ways and varies from different industry to another. In order to gain goal development, a company must conduct research studies and plans to achieve a unique set of tactics in where no other company has done or gone through. This means that competitive advantage is highly needed in a certain business in order to put it in a beneficial or superior business position. There are huge possibilities a company could interact wisely with the consumers. Samsung has demonstrated low price ranges, new features, and producing sustainable products that could achieve competitive advantages. Competitive advantage is developed in the company of Samsung mainly from the demands of the new generation of consumers to sustain their everyday needs and activities which help improves their everyday lives.

Describe the different methods of promotion that is currently being used and then chose one that is different.

Samsung had their own Marketing Mix strategy, and also they had their own Segmenting, Targeting, and