REPORT ON MARKETING PLAN OF

SAMSUNG COMPANY IN 2022

Group 5:
1. Vũ Minh Chi - 19071321
2. Phạm Thị Như Hảo - 18071078
3. Hà Quốc Huy - 18071472
4. Nguyễn Thị Thoa - 18071236
5. Trịnh Huy Trung - 18071507
6. Lê Thị Hải Yến - 18071273

Subject’s code: INS2003

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 TABLE OF CONTENTS:

Contents Executor Page

I. EXECUTIVE SUMMARY Huy Trung 3

II. CURRENT MARKETING SITUATIONAL ANALYSIS

1. Samsung background Minh Chi 3

2. Competitive analysis Minh Chi 4

3. Current marketing strategy and marketing mix Minh Chi 5

4. Opportunity analysis (SWOT analysis) Hai Yen 8

5. Objectives Hai Yen 10

III. MARKETING PLAN

1. Marketing strategy Nguyen Thoa 11

2. Marketing mix Quoc Huy 15

3. Actions programs Nhu Hao 23

4. Budgets Nhu Hao 32

5. Controls Huy Trung 32

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I. EXECUTIVE SUMMARY
Samsung Group could be a giant multinational enterprise composed of over thirty
affiliated corporations in various industries. Samsung Group is acting a major of roles
including supplier, designer, engineer and producer etc. As a worldwide conglomerate,
Samsung has achieved an excellent success in both domestic and foreign markets.
Samsung mobile business has contributed enormously to the full company, providing
mobile phones that satisfy consumers’ needs. Samsung maintain the primary position
with innovated products, like the Galaxy S, Galaxy Note... across the full mobile and
smartphone markets within the world. As Samsung intends to expand global footprint,
international business strategy would be adopted inevitably by the corporate. the aim
of this paper is to exam a case of Samsung Galaxy and explores how the environment
impacts on Samsung’s international strategy by using appropriate strategic tools.
Samsung Galaxy is positioned as one of the best mobile phone manufacturers
successfully. It is developing quickly and wins a great amount of market share in
mobile industry. The business philosophy Samsung follows is to devote all the talents
and technologies to create superior products and services that make the society better
in a global range.
II. CURRENT MARKETING SITUATIONAL ANALYSIS
1. Samsung background
Samsung is a South Korean global firm that began as a modest trade firm and has now
grown to become the world's largest corporation. The corporation operates in a variety
of industries, including advanced technology, finance, petrochemical, semiconductors,
plant construction, skyscraper, medical, fashion, hotels, chemical, and others.
The firm was founded in 1969 in Suwon, South Korea, and is well-known across the
world for its electrical goods (Kelly, 2011). The corporation manufactures a variety of
cutting-edge technology and electronic appliances, including mobile phones, tablets,
laptop computers, televisions, refrigerators, air conditioners, washers, and other items.
The company runs its operations and sales its products in 61 countries with approx
160,000 employees in all over the world (SAMSUNG, 2014). Furthermore, in 2009,
the business surpassed Hewlett-Packard (HP) to become the world's largest IT
manufacturer. It has the largest sales revenue in the LCD and LED segments in the

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globe. Furthermore, Samsung has surpassed Apple as the world leader in the tablet,
mobile phone, and gadget markets.
Samsung Galaxy is a line of computers and mobile computing devices produced and
marketed by Samsung Electronics. The product line includes the Samsung Galaxy S
series of high-end smartphones, the Samsung Galaxy Tab series of tablets, the
Samsung Galaxy Note series of tablets and phablets with the added functionality of a
stylus, the foldable Samsung Galaxy Z series, and smartwatches including the first
version of the Samsung Galaxy Gear, etc...
2. Competitive analysis (Based on Porter's Five Forces)
a. The threats of new entrant.
For Samsung Galaxy, the threat of new entrants is modest. It is not simple to build such
a massive brand. There is a significant financial commitment, as well as marketing, and
a demand for highly qualified people resources. As a result, the entrance hurdles are
considerable. One can engage on a lesser scale and build a local brand, but competition
from market-leading businesses is fierce.
b. Bargaining power of suppliers
Suppliers' bargaining power is quite low in the case of the Samsung Galaxy. Because
of several factors and one of them is their small size and low financial strength.
Furthermore, Samsung may quickly transfer from one supplier to another. In the case
of suppliers, losing business from Samsung Galaxy might entail a significant loss of
financial support.
c. Bargaining power of customers
Individual consumers may have little bargaining power, but corporate buyers and
customers as a collective have a lot. Many variables in the twenty-first century have
contributed to an increase in client bargaining power. Customers are well-informed,
and they have multiple alternatives for the majority of items. They may easily choose
a brand and shop from a variety of sources. Customers have strong negotiating power
since there are no switching costs. There is fierce competition among the companies,
and the majority of them are vying for clients. Buyers' overall bargaining power is low
to moderate because various variables diminish the buyers' negotiating power.
Samsung Galaxy is an established brand name and its continuous focus on
technological innovation is also an important factor that leads to the higher bargaining
power of the brand compared to the customers.

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d. Threat from substitutes
The threat of substitutes for Samsung is moderately high. There are a number of rivals,
including Apple, Oppo, and other foreign and domestic firms that provide rival
products and services. Customers' switching expenses are minimal. A strong brand
image, technical innovation, and other related elements, such as consumer
convenience, help to mitigate the danger posed by replacements.
e. Level of Rivalry in the Industry
The rivalry among the current players is strong. Because there are certain big brands
such as Apple, LG, Oppo, etc... The market's biggest players are well-known brands,
and many reasons have contributed to increased competitiveness. For growth and
broader market penetration, many businesses must rely on technical innovation.
3. Current marketing strategy and marketing mix
a. Marketing strategy
 Product diversification
The smartphone and tablet markets are both dynamic and diversified. Consumer
preferences are influenced by features and specifications as they relate to price points.
Some customers are ready to pay a lot of money on a high-end smartphone with a lot
of features. Others might rather purchase a gadget that meets their affordability and
usability needs. There are those who do not mind the price but are very particular about
hardware and design specifications.
Samsung caters to a larger smartphone and tablet market with a product strategy
centered on product variety. The Galaxy S Series, for example, is largely aimed at
high-end users. 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.
 Technological innovation as part of the Product strategy
Since the introduction of the first Samsung Galaxy device, the business has produced
significant breakthroughs that have altered the trajectory of the smartphone and tablet
markets.
With the release of the Galaxy Note, Samsung established the phablet market: a hybrid
of smartphone and tablet, and a reference to devices with larger-than-average screen
sizes for smartphones but smaller-than-average screen sizes for tablets. Stylus pens
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have also been revived in mobile computing devices with the Galaxy Note and Galaxy
Tab Note series. The use of a stylus expands the capabilities and functions of
smartphones and tablets. Apple, Microsoft, and Huawei are among the corporations
that have followed suit.
There are also extra features including a heart rate sensor, oximeter, fingerprint
scanner, face recognition technology, built-in augmented reality capability, and quick
charging technology. While smartphones can function without these functionalities,
they offer value to the customer experience. Although Samsung was not the first to
introduce these capabilities, it was able to promote their use by including them in its
premium smartphones.
 Promotional strategy to supplement the marketing strategy
The marketing strategy for Samsung Galaxy goods also includes the employment of
particular promotional methods and distribution techniques that employ a mix of push
and pull methods.
A corporation uses advertising and sales methods to "push" a product or concept in a
push marketing campaign. Samsung accomplishes this by aggressively investing in
advertising, as do The Coca-Cola Company and Nike Inc.
Samsung also uses push marketing techniques such as celebrity endorsements and ad
placements at key events such as sporting events and entertainment programs. The
corporation has also kept profiles on social networking sites like Facebook, Twitter,
and YouTube in order to buy ad space and as part of its particular digital marketing
strategies.
Samsung employs a pull marketing tactic as well. Through an online presence, the
corporation attempts to create and maintain a relationship with consumers via social
media. Samsung's social networking pages also act as a forum for conversations and
announcements. Advertisements can also be used to augment the pull technique.
In addition, the firm collaborates with distributors and network carriers in other
countries to assist market Samsung Galaxy goods through a variety of sales promotion
plans and methods.
b. Marketing mix
 Product

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Being at the top Samsung releases a new model virtually every month, if not every
week. The latest innovation from Samsung, the GALAXY S5, helps to enhance work
productivity and security while also ensuring company continuity. The Samsung
GALAXY Note 3 and Samsung GALAXY Note 10.1 (2014) editions have all the
capabilities required to conduct business activities professionally. Samsung GALAXY
Note-PRO lets business professionals view and manage tasks with ease.
 Place
Samsung products are offered in the market through a variety of channels based on the
channel marketing idea, including the segments Sales and service dealers, Modern
retail, and Distributors. Samsung merchants distribute their products through
supermarket chains, explicitly focusing on demand and chances to increase their in-
store share.
 Promotions
The local media is constantly updated with new product introductions and schemes
from Samsung. Newspapers and the electronic media help in promoting new launches
as well as in informing the consumers about Samsung products and its goals.
In big cities, hoardings and posters are erected. Celebrities have been invited to attend
the launch of a new product. In addition, to assist promote the brand's worldwide
appeal, well-known celebrities such as Amir Khan and Priyanka Chopra have been
appointed as brand ambassadors. It is typical of Samsung's promotional approach to
employ about 5% of income collected from sales. Public relations, releasing new
releases, publishing articles for trade periodicals, and other such activities are
frequently included in promotional plans. Amir Khan was in Mumbai for the formal
introduction of Samsung's new Wave and Galaxy S models.
 Price
Because Samsung offers a diverse range of products, it employs a variety of pricing
strategies. For example, the recent release of the Galaxy Note 3 saw a surge in market
demand. In such circumstances, Samsung employs the skimming pricing approach,
which allows them to obtain a premium price for an item before competition enters the
market. Samsung cuts the price of a product when it becomes obsolete or when it
competes with other similar items.
In some circumstances, Samsung will use competitive pricing techniques to
outperform its competitors in the market. Nonetheless, it is worth mentioning that

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Samsung does not have a reputation for being late to the market. As a result, it is not
required to make items at a cheaper price to catch up. Instead, to compete with
Samsung, other firms must cut their product prices.
4. Opportunity analysis (SWOT analysis)
a. Strengths of Samsung Galaxy
 Innovative designs: Samsung Galaxy offers a lot of handsets with different types of
designs, unlike its nearest competitor Apple iPhone.
 Integration of open-source operating system, and software: The strongest strategy
they took was an adaptation of the open-source technology like Android Operating
System. The world is moving with Android opensource operating system. Different
companies are working with it. It offers a lot of features, options, and software. Taking
this strategy into account, Samsung Galaxy grabbed huge competitive advantages over
other mobile manufacturers.
 Cost & Quality Focused: When it is about the production costs, Samsung Galaxy
reached the economies of scales. It outsourced its production to different countries that
have a competitive advantage in producing quality products at small costs.
 Too large product diversity (stability on sale): Samsung Galaxy has a huge number
of products in its product portfolio, it offers different types of products to its customers.
In return, the profit it makes is very much stable. When the sale of one product goes
down, other products may be experiencing an increase in sales.
 Low production cost: Low production costs allow Samsung Galaxy to offer its
products at a lower price than its competitors do.
 Largest Market Share in Mobile Phone Market: By applying the above strategies,
Samsung has been able to grab the largest market shares in the market.
 Recognized Brand: Without any doubt, Samsung Galaxy is one of the most
recognized brands in the world.
 Strong Brand Reputation: Until now, it has been achieving a strong reputation of
offering quality products at a low price.
 Environmental Focus: It has been fulfilling responsibilities towards the environment.
They provide energy-efficient products. They ensure that the chemicals used in the
products do not harm their users. And currently, Samsung Galaxy is operating the
global recycling and take-back programs in 60 counties.
 Very Strong R&D Department: Samsung has a strong R&D department which
frequently helping to develop new innovative consumer products.

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 Samsung has a large number of skilled employees all over the world (489,000).
 Samsung captures a greater than 40% smartphone market share in the Netherlands.
Samsung Malaysia Electronics won big at the Putra Brand Awards 2015. It will work
as a positive reputation in Malaysia.
b. Weaknesses of Samsung Galaxy

 Low-Profit Margin: It always keeps a low profit market. There are lots of competitors
in this industry. So, keeping the customers they must offer the products at a low price.
 Damaging Image by Infringement: Few of the recent incidents affected its brand
image negatively.
 Too Large Product Diversity (lack of focusing on specific one): It takes a lot of work
if the product portfolio is large. It cannot be possible to give concentration to each
product with the utmost importance.
 Lacking Own Operating System: Like Apple iPhone, it does not have its operating
system.
 Less Quality than Apple’s: When it comes to quality, Apple is doing better in the
handset offers.
 Heavily Dependent on Consumer Electronics: Dependence on consumer electronics
is higher than other manufacturers.
 Samsung Galaxy’s Operating System Android has Many Lacking: Though they have
been trying hard to make the Android more qualities, still it lacks perfection.
 Large Dependence on Other Software: It cannot, solely, provide all of the software
needed to support its devices. It depends on third parties.
c. Opportunities for Samsung
The Indian smartphone market is growing: People are becoming more tech-
dependent, and smartphone became the most used communication tool in this era. As
a result, the demand for smartphone is increasing.
 Most people use feature phones that make a switch to a smartphone.
 The demand for technologically advanced phones is growing. As smartphones are
becoming the near alternative of computers, the demand for smartphones is increasing.
Strong financial position for the future. As Samsung Galaxy has been doing business
for a long period, it has been able to secure a strong financial position in the market.
As a result, it will be able to make more investment in the future.

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 The growth of the tablet market. The growth of the tablet market is in a negative
phase for which these users will be switching to smartphones.
 Acquisition of new companies. Samsung has been acquiring companies. It is
ensuring its future growth. Recently, Samsung bought the audio giant Harman for $8
billion. Also, it acquired Viv, an AI platform from the makers of Siri and completed
the acquisition of NewNet Communication Technologies (Canada), Inc. recently.
d. Threats for Samsung
 A large number of competitors. The mobile market is saturated. Samsung Galaxy has
a lot of competitors in the market, the number is also growing.
 Strong Competitors like Apple, HTC etc. It has strong competitors like Apple, HTC,
Lenovo, and Xiaomi Mobile. It is the biggest threat to Samsung Galaxy.
 Chinese Competitors are Gaining Competitive Advantages. As the Chinese
companies can produce products at a low price and they can also give high quality,
people are accepting those brands spontaneously.
 People are Looking for Better Quality Nowadays. So, if there is any question of
quality, people will be switching to the companies who give better qualities.
 A Large Number of Products, Failing One will Affect Another. As Samsung Galaxy
has a large portfolio, it has a high risk also. If any product does harm to the customers,
it will affect the brand image and therefore, will grow a negative effect on others.
 Threats of Chinese, Taiwanese, and Indian Products in the Local Market.
5. Objectives
The firm has various objectives which are discussed at length in this report.
One of Samsung's leading objectives is the attainment of a leadership position in the
electronics industry. Currently, the firm holds the second position, facing major
competition from Apple Inc., whose products have a dedicated customer base. While
Apple Inc. has not diversified its range of products in comparison to Samsung, its
products are known to be unique and high quality thus they are loved by dedicated
customers particulary in the United States.Apple Inc. mainly manufactures mobile
devices. To displace Apple Inc., Samsung Galaxy would need to device more
competitive strategies than those adopted by its chief rival.
The other objective that Samsung Galaxy Company pursues is the manufacture of
high-quality products, and to ensure that such products are availed in the latest
technology all over the world. While Samsung Galaxy has existed for many decades,

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its determination to outdo competitors in such products varieties as household
appliances has remained steadfast. For this reason, the firm has attained a significant
customer base in terms of brand loyalty. Customers identify with Samsung’s brand
particulary for home appliances such as refrigerators, Iron box, and television. Its
makes use of the latest technology thus delivers goods based on the customers ’latest
demands. For instance, when Samsung's Note 7 phone developed complications and
customers started blaming the firm for developing unsafe products, the firm recalled
the phone model. This brings us to Samsung' s third primary objective- manufacturing
products that are both user-friendly and environmentally friendly. The recall of
Samsung Galaxy Note 7 phones highlights the extent to which the giant electronics
firm is willing to go to ensure its products do not cause harm to the user or the
environment. At some point, many airlines banned the use of Samsung Galaxy Note 7
in their flights. The fact that the firm recalled the phone model shows its commitment
to meeting its third objective.
In addition, Samsung Galaxy has come up with one of the latest trends in the
manufacture and use of the finest technology. It ensures that it provides its customers
with products that more than meet their demands. The Smart TV, as well as the
Smartphone, presents some of the latest trends in electronics. They increase a
customer's ease of use thus making life easier for users. Another new trend is the
inclusion of browsers on smart TV. This new development has given users a chance to
get more use on one device, as well as the Smartphone, presents some of the latest
trends in electronics. They increase a customer's ease of use thus making life easier for
users. Another new trend is the inclusion of browsers on smart TV. This new
development has given users a chance to get more use on one device, as they can now
utilize the smart TV for accessing internet services too, just as they would do for
laptops. Samsung is, in this regard, committed to ensuring clients receive user-friendly,
high quality, and trendy products.
→ In conclusion, the objectives of Samsung Galaxy Company Ltd are consistent with
not just the expectations of the customers but also the attainment of the firm's main
goal: higher profits. Delivering high quality of goods, utilizing the latest technology,
and taking a leadership position in the technology industry are objectives that ensure
the firm retains customers and increases sales
III. MARKETING PLAN
1. Marketing strategy

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Since 1990s, Samsung has globalized its electronics, mainly mobile phones, which
have become its major source of income. The Samsung galaxy series is one of the
brand builders for Samsung and hence we are discussing the marketing strategy of
Samsung Galaxy.
Despite the competition from similar companies, Samsung in India is growing
manifold. Samsung is a brand very common among the youth. Both, creative products
and excellent service delivery provide a very personalised customer service. It
presently has a strong hold on the market owing to its trusted performance in the last
decade.
The reason for the Samsung brand to shoot up in brand equity is the Samsung galaxy
series and Android phones. Samsung Galaxy is the trademark and brand name for a
series of smartphones and tablets manufactured and marketed by Samsung Electronics.
The entire product line is diverse, and each product category caters to a particular
sociodemographic profile.
Under the brand, there are smartphones designed and marketed specifically for high-
end consumers, business users, and power users, while other models target entry-level,
younger, and budget-conscious consumers. Some appeal to consumers who prefer
bigger display screens. Others appeal to those consumers in search of premium built
quality.
a. Product strategy by disversifying the Samsung Galaxy brand.
Some would say that Samsung has been saturating the market and confusing
consumers by introducing different smartphone and tablet devices under the Samsung
Galaxy brand. Some criticized the company for employing repetitiveness in feature
and design considerations.
For example, there are some similarities between the Galaxy S Series line of premium
devices and the mid-entry A Series or the discontinued entry-level Galaxy J Series.
These product lines share some similarities in design aspects and hardware
capabilities. Furthermore, with a few exceptions, all three have phones built with
AMOLED display technology, which is a feature initially reserved for high-end
Samsung products.
It is easy to assume that focusing on fewer products is more effective and efficient than
manufacturing and marketing several and almost similar products. But product strategy
through product diversification is actually central to the marketing strategy of

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Samsung. Industry data would reveal that the company has been one of the top five
manufacturers leading the market in unit shipments since 2012.
Product diversification can be costly and risky. However, when done right, this product
strategy provides a safety net against market downturns. Take note that concentrating
heavily on a single or fewer product for a limited market segment exposes a company
to risks associated with market volatility due to rising and falling demands.
It is also an effective strategy to grow a business. Product diversification works best
for companies operating in a market populated by consumers with diverse
demographic backgrounds, varying socioeconomic status, and different
psychographics.
The market for smartphones and tablets are both volatile and diverse. Consumer
preferences are dependent on features and specifications relative to pricing points.
Some consumers are willing to spend on an expensive device with high-end features.
Others prefer buying a device that fits their budget and usability requirements. There
are those who do not mind the price but are very particular about hardware and design
specifications.
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.
Even Apple recognizes the importance of product diversification in its strategy.
Before, the marketing strategy for products such as the iPhone centers on limited
product offerings. Today, the company offers several categories under the iPhone
product line and several more categories under the iPad product line. Apple has also
introduced a phone with a large screen display and a tablet with a smaller screen
display—product strategies that have been implemented by Samsung. Take note that
Samsung has virtually created the market for large-display smartphones called
phablets.
b. Technological innovation as part of the product strategy.
Through a diversified product portfolio under the Samsung Galaxy brand, the company
has developed and implemented a product-oriented marketing strategy that
acknowledges the existence of various segments within a particular market. But this
strategy does not rest alone with product diversification.
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Samsung operates in an industry wherein technological progress or innovation is a key
ingredient in a particular market entry strategy, building competitive advantage, or
raising the barriers to entry. Throughout the years since the launch of the first Samsung
Galaxy device, the company has introduced several innovations that influenced the
direction of the market for smartphones and tablets.
The company has been attributed to popularizing AMOLED display technology on
smartphones and tablets. This display remains a viable alternative to IPS LCD display
technology commonly used by other manufacturers. Both AMOLED and IPS can have
the same high pixel density and better color reproduction. Several manufacturers such
as Apple and Huawei are now using AMOLED in their mobile devices.
With the introduction of the Galaxy Note, Samsung created the specific market for
phablet: an amalgamation of smartphone and tablet and a reference to devices with
larger-than-average screen size for smartphones but smaller-than-average screen size
for tablets. The Galaxy Note and the Galaxy Tab Note series have also reintroduced
stylus pens in mobile computing devices. Stylus input stretches the capabilities and
functionalities of smartphones and tablets. Even companies such as Apple, Microsoft,
and Huawei have followed suit.
Then there are added features such as a heart rate sensor, oximeter, fingerprint scanner,
facial recognition technology, built-in augmented reality capability, and fast charging
technology, among others. While smartphones would still work without these features,
they provide an added value for consumers. Samsung may not be the forerunner of
these features, but it managed to position their use-case value by integrating them into
its premium devices.
Innovation helps a business organization become an industry leader. The introduction
of new technological features benefits the overall marketing strategy of the company.
For starters, it could create a new market akin to the Blue Ocean strategy. Introducing
novel features further can help in driving and leading marketing trends. An innovation
can gain a competitive advantage through a first-to-market opportunity, especially if
there is a positive reception, and product differentiation or unique selling proposition.
c. Promotional strategy to supplement the marketing strategy for Samsung Galaxy.
The marketing strategy for Samsung Galaxy products also involves the use of specific
promotional strategies and distribution tactics using a combination of push and pull
strategies.

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In a push marketing strategy, a company “pushes” a product or idea through
advertising and sales strategies. Samsung does this by investing heavily in advertising,
just like The Coca-Cola Company and Nike Inc. This is evident from ads coursed
through traditional mediums such as print and broadcast, and digital mediums such as
social media.
Samsung also does push marketing using celebrity endorsements and spot placements
on major events, including sports and entertainment shows. The company has also
maintained accounts in social networking sites such as Facebook, Twitter, and
YouTube to purchase ad spaces, and as part of its specific digital marketing initiatives.
Take note that Apple does not invest heavily in traditional advertising and other
marketing communication channels. Instead, the company focuses more on a pull
marketing strategy in which consumers are pulled or drawn to Apple products and
services. The idea behind a pull marketing strategy is to create a strong brand image
and establish a loyal customer following.
Samsung also does some sort of pull marketing strategy. Using social media, the
company tries to build and maintain a relationship with consumers through an online
presence. The social networking accounts of Samsung also serve as a venue for
discussions and announcements. Even advertisements also supplement pull strategy.
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. Under the subsidy and contract arrangements of network carriers,
consumers can purchase a Galaxy product at a cheaper or easy-to-afford deal. Samsung
also offers discounts to trade partners to motivate them to distribute Galaxy products
above the competition.
Maintaining relationships with network carriers and distributors allows Samsung to
ensure that its Galaxy products remain visible in the market and accessible among its
target consumers. This helps in pulling further possible buyers because of visibility
and sustained presence.
The push and pull strategies work simultaneously for the Samsung Galaxy brand.
These two are complementary. Whenever Samsung rolls out advertisements, the
company pushes its products. Barraging the public with marketing messages will
definitely stir interest while maintaining presence and proximity allows it to ensure
that its products are visible and accessible.
2. Marketing mix
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This report discusses Samsung's marketing mix. The marketing mix is made up of the
following elements: product, place, price, promotion, process, people, and physical
proof. This tool is used by marketing professionals. The marketing mix has a big
impact on what services and goods are available. Samsung's Marketing Mix also
examines the company's brand and product offers. These seven marketing mix
components should be viewed as a single entity that supports and complements one
another. Now we'll talk about Samsung's marketing of Galaxy S series.
a. Product of Samsung Galaxy S series
- Today, the Samsung Galaxy product line is progressively diversified to satisfy the
demands of a larger variety of consumers in order to reach out to a larger variety of
consumers. From high-end Samsung Galaxy product lines that cater to professional
phone users to more affordable Samsung Galaxy product lines that cater to customers'
fundamental needs. True to the company’s slogan “A Galaxy for everyone “.
- Samsung's current Galaxy product lines are shown below:
- Samsung Galaxy S series
+ Samsung Electronics produces a line of high-end Android mobile handsets known
as the Galaxy S series. The range, which includes the Samsung Galaxy Note, serves as
Samsung's flagship smartphone model. The first device in the series, the Samsung
Galaxy S, was launched in March 2010 and went on sale in June of that year. With the
unveiling of the Galaxy Tab S in June 2014 and its release the following month,
Samsung expanded the Galaxy S series to include tablet computers. The Samsung
Galaxy S21 series, which was initially introduced in January 2021, is the most recent
smartphone in the Galaxy S series as of January 2021.
+ Samsung Galaxy S series product line include: Galaxy S, Galaxy S2, Galaxy S3,
Galaxy S4, Galaxy S5, Galaxy S6, Galaxy S7, Galaxy S8, Galaxy S9, Galaxy S10,
Galaxy S20, and the latest product line today is Galaxy S21.
+ Samsung announced the Samsung Galaxy S21 series, consisting of the Samsung
Galaxy S21, Samsung Galaxy S21+ and Samsung Galaxy S21 Ultra, on January 14,
2021. These smartphones do not feature expandable storage since the Galaxy S20
series and is one of the first S Series Lineup to feature 5G models only during launch.
4G variants of the Samsung Galaxy S21, S21+ and S21 Ultra may come in a later date.
Samsung Galaxy S21:
•Screen Size: 6.2"

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•Weight: 169g
•Processor: 8 core CPU
•Maximum speed: 2.9GHz
•Highest refresh rate: 120Hz
•Camera: 12MP Wide Angle Camera, 12MP Ultra Wide Angle Camera, 64MP Tele
Camera, up to 30X Zoom, 10MP Front Camera
•Battery: 4000mAh
•Memory: 256GB/128GB
•S Pen support: No
•Dimensions: 71.2x151.5x7.9mm
Samsung Galaxy S21 Plus:
•Screen Size: 6.7"
•Weight: 200g
•Processor: 8 core CPU
•Maximum speed: 2.9GHz
•Highest refresh rate: 120Hz
•Camera: 12MP Wide Angle Camera, 12MP Ultra Wide Angle Camera, 64MP Tele
Camera, Up to 30X Zoom, 10MP Front Camera
•Battery: 4800mAh
•Memory: 256GB/128GB
•S Pen support: No
•Dimensions: 75.6x161.5x7.8mm
Samsung Galaxy S21 Ultra:
•Screen Size: 6.8"
•Weight: 227g
•Processor: 8 core CPU
•Max speed 2.9GHz
•Highest refresh rate 120Hz

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•Camera: 108MP Wide Angle Camera, 12MP Ultra Wide Angle Camera, 10MP Tele
Camera (3X), 10MP Tele Camera (10X), Up to 100X Zoom, 40MP Front Camera.
•Battery: 5000mAh
•Memory: 512GB/256GB/128GB
•S Pen support: Yes
•Dimensions: 75.6x165.1x8.9mm
b. Price of Samsung Galaxy S series
- Samsung's Galaxy S21 series is one of the company's most premium product lines,
and it comes at a wonderful price.
+ S21 5G Smartphone price: Version 128GB/8G RAM valuable for 16.989.464 đ.
+ S21 Plus 5G Smartphone price: Version 128GB/8G RAM valuable for 17.990.278
đ and Version 256GB/8G RAM valuable for 20.989.122 đ.
+ S21 Ultra 5G Smartphone price: Version 128GB/12G RAM valuable for 22.991.481
đ and Version 256GB/12G RAM valuable for 25.988.754 đ.
- Basically, the move of the Samsung family is extremely 'deep', on the one hand they
create the S21 and S21+ duo that seems less attractive than the 'monster' S21 Ultra
brother. On the one hand, they cut the price of both the S21 and S21+ duo down to see
the value of the 4.000.000 đ with S21 Plus and 5.000.000 đ with S21 to pay extra to
own the S21 Ultra.
- However, from the perspective of only 16.989.464 đ for a flagship Galaxy S21 from
Samsung is really still a good deal, compared to the general market.
c. Place of Samsung Galaxy S series
- Samsung is one of the world's leading phone makers today, which is why the
company's distribution channel system spans the country, from offline to online.
Especially with the S21 series' trio of outstanding items.
- Especially with Samsung's special SES (Samsung Experience Store) store system,
you can go to the store to experience all the latest Samsung products, and if you buy a
phone, it will be sent to your home after only one day.
- First of all, Samsung's genuine distribution system in Vietnam can be mentioned:
+ Offline:

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•Hà Nội: Samsung Plaza (110 Cầu Giấy, Hà Nội), SES (98 Thái Hà, Hà Nội)
•Hồ Chí Minh: Crescent Mall (3rd floor, Crescent Mall, 101 Ton Dat Tien, Tan Phong
Ward, District 7, Ho Chi Minh City), SC Vivo City (3rd floor, SC Vivo City, 1058
Nguyen Van Linh, District 7, Ho Chi Minh City), Viettelstore (20 Ba Thang 2, Ward
12, District 10, Ho Chi Minh City).
•Kiên Giang: 570 Nguyen Trung Truc, Vinh Lac Ward, City. Rach Gia, Kien Giang
•Bình Dương: 459 Binh Duong Boulevard, Phu Cuong Ward, City. Thu Dau Mot, Binh
Duong
•Đồng Nai: 91 Dong Khoi, Tam Hiep Ward,
•City. Bien Hoa Dong Nai
+ Oline: https://www.samsung.com/vn/smartphones/galaxy-s21-5g/buy/
- System of genuine Samsung distributors in Vietnam:
•Điện máy XANH: https://www.dienmayxanh.com/tag/s21?key=s21
•Thegioididong: https://www.thegioididong.com/tim-kiem?key=s21
•FPT Shop: https://fptshop.com.vn/dien-thoai/samsung
•Viettel Store: https://viettelstore.vn/ket-qua-tim-kiem.html?keyword=s21
•Nguyenkim: https://www.nguyenkim.com/dien-thoai-di-dong-
samsung/?sort_by=price&sort_order=desc
•Cellphone S: https://cellphones.com.vn/mobile/samsung/galaxy-s.html
•Hoangha Mobile: https://hoanghamobile.com/dien-thoai-di-dong/samsung/galaxy-
S21-Series
Above is the popular and famous Samsung distribution store system in Vietnam. There
are also a series of private stores that supply hand-carried products from abroad, ...
- E-commerce platforms:
In addition to the classic selling styles like on Samsung, it also sells its phones on e-
commerce platforms with flagship stores. Help customers have more choices in their
shopping process.
•Lazada: https://www.lazada.vn/dien-thoai-di-dong/?samsung-official-
store&from=wangpu
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•Shopee:
https://shopee.vn/shop/65589552/search?page=0&shopCollection=17962580
•Tiki: https://tiki.vn/dien-thoai-samsung-galaxy-s-series-chinh-hang-gia-tot
tiki/c44308?seller=1&page=1&brand=18802
Above are three e-commerce platforms with genuine stores distributed in Vietnam.
d. Promotion of Samsung Galaxy S series
- When it comes to establishing a succession of rumors and controversies in the
community, Samsung's media marketing approach for the S21 product line is
incredibly effective at building a solid product launch momentum:
•Begin by criticizing the iPhone while removing the charging pin and then removing
the charging pin together in order to create a ripple effect in the community.
(https://vtv.vn/cong-nghe/samsung-xac-nhan-loai-bo-sac-va-tai-nghe-tren-cac-mau-
smartphone-tuong-lai-20210118174250808.htm)
•The second is sending out tweets marketing items using iPhones, which has sparked
outrage and controversy, but Samsung has succeeded in informing the world about its
future S21 series device.
(https://vov.vn/cong-nghe/tin-moi/samsung-dang-tweet-quang-cao-galaxy-s21-bang-
iphone-830549.vov)
- Samsung also sends out items ahead of time for review to a number of well-known
KOLs throughout the world via the world's largest video channel, Youtube. Produce
the desired outcome for the company's products. Proof of that popularity is the fact
that Samsung's launch event “Galaxy Unpacked” has racked up over thirty-four million
views on youtube.
(https://www.youtube.com/watch?v=TD_BZN0bn_U)
- In Vietnam, distribution retailers are promoting the Samsung S21 series by offering
a variety of appealing promotions such as headphones, wireless chargers, cases, and
so on.

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(https://cellphones.com.vn/sforum/toi-mai-cellphones-se-to-chuc-offline-trai-
nghiem-va-tra-hang-galaxy-s21-series-dau-tien-tren-the-gioi)
Invitation to participate in the event to distribution channels, KOL, ...

21
- Samsung made a wise decision when it came to promoting items to clients through
multimedia communication.
- Furthermore, Samsung understands how to gratify customers when it introduces a
new phone collecting mode with a very attractive price and the capacity to innovate
quickly. When you may bring it immediately to a Samsung service facility or pick it
up and renew it at home.

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-Not only that, but when it comes to shaking hands with significant electronics
distribution giants in Vietnam (as indicated above) as well as online purchasing
platforms, Samsung's user marketing skill is exceptional. Bring low costs and national
coverage. Providing people with a more convenient way to experience and shop.
3. Actions programs & Budgets
 “I Purple You”: Samsung connects fans with idols through Galaxy S20+ BTS
Special Edition.
Galaxy S20+, the smartphone that changed the photography era, now joins BTS, a
global music phenomenon, to deliver an exclusive and trendy Galaxy experience.
Galaxy S20+ BTS special edition with impressive purple color combined with the
characteristic heart-shaped design on the rear camera, bringing the whole mobile
universe personality in the palm of young people.
July 2020 – Samsung Electronics officially introduced the Galaxy S20+ and Galaxy
Buds+ special edition BTS products and was released worldwide. Partnering with the
globally renowned Korean pop group, Samsung offers a rare opportunity for BTS fans
to connect with their idols closer than ever.
As we know, the group BTS is a global cultural icon, with music filled with messages
of love and passion, inspiring millions of young people around the world. The
combination of Samsung and BTS carries the message of a brilliant future, where
artistic and technological breakthroughs play an important role in consumers' lives.
Galaxy S20+ BTS version has a trendy look with the main purple color, inspired by
the saying "I Purple You" that BTS has for the fan community (A.R.M.Y). The BTS
logo is delicately placed on the back, and the striking purple heart design on the camera
cluster allows fans to bring with them the breakthrough spirit, top style of BTS and
show their admiration. for idols.
More specifically, the BTS version comes with cool decorative stickers, a set of photos
of group members to help fans easily personalize their devices. The product comes
pre-installed with Weverse software - the platform BTS regularly uses to communicate
with fans as well as the interface and purple wallpapers synchronized inside the device.
Not only connecting with idols through a unique design, Galaxy S20+ BTS Special
Edition also comes with Galaxy Buds+ BTS, helping fans immerse themselves in their
idol's music through crisp, balanced sound quality. for. With sound tuned by AKG, the
Galaxy Buds+ deliver immersive sound with market-leading two-way speakers. The

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charging box of the Galaxy Buds + BTS headphones also has an idol purple design
inspired by BTS.
After opening for sale, the Samsung Galaxy 20+/Buds+ bundle was sold out within an
hour, even though its value was as high as $1300 (VND 30 million).

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Besides the special version, Samsung also signed an advertising contract with BTS, by
the end of 2020 introduced a number of new product lines such as Samsung Galaxy
Note 20/Note20 Ultra 5G, Galaxy Z Fold2 5G, Galaxy S20 FE...

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With a large and worldwide fanbase, the combination of Samsung and BTS has
reached a large number of young users who are fans of BTS, as well as their friends
and relatives.
According to research firm IDC, the top five companies control 71% of the global
smartphone market in 2020, up from 54% just five years earlier. Samsung had a 21%
market share last year, followed by Apple with 16%. It was the strong influence of
BTS that partly pushed the public's attention to Samsung's Galaxy S20 series at that
time.
 Following the cooperation with the global boy group BTS for the period of
2020-2021, in 2022, Samsung continues to renew the representative contract
with BTS, promising fans many new and exciting events.

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In the positive direction of the worldwide COVID-19 pandemic, the event:
"Connecting fandom, connecting the world" promises to make.
Event activities:
 Will Release an upgrade for Samsung Galaxy S20 + BTS Special Edition,
upgrade sound, picture quality and camera...
 Looking for a Game company, cooperate to create an exclusive App Game about
BTS pre-installed on the device, to attract fans.
 In conjunction with BTS's management company, Bighit Music, will release a
number of products for fans such as: cards, postcards, keychains, acrylic
standees, t-shirts, hoodies, ... with the quantity 100+ products.
 Pop-ups open at branch stores in about 50 major cities worldwide (Seoul,
Newyork, Tokyo, LA, Paris, London, Hanoi, Ho Chi Minh City, …) where fans
can come see the mixes and own them. At the pop-up, there will be phone sales
with combination products, in addition to holding minigames, give-aways for
fans. In case the COVID-19 epidemic becomes stressful, switch to online pop-
ups.
Some pictures at the pop-ups that were successfully organized by Bighit Music
company before:

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28
Some pictures of merchs BTS combined with some brands:

29
30
Through the cooperation with BTS, brands and companies have significantly increased
revenue.
For example, on May 27, 2021, 10,000 BTS meal x MCDonald's were sold out on the
first day of sale in Vietnam, even though the meal cost 117,000 VND.
According to the revenue and percentage contribution chart of factors contributing to
the growth of the Korean economy collected by Statista in 2018, BTS contributes 0.3%
of the country's GDP, which is the only independent factor among a series of large
corporations.

 Thereby showing us the extremely high potential of this collaboration with the
global boygroup BTS.

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4. Budgets
Expected budgets:
Capital: $1,000,000
- Producing phones and software: $400,000
- Advertising contract: $100,000
- Advertising cost: $50,000
- Cost of goods production: $200,000
- Rent a pop-up venue, security, management, ...: $150,000
- Other expenses (transportation, incidental...): $100,000
Expected revenue:
- Samsung Galaxy S20+ BTS Special Edition: $650,000
- Available products are sold through BTS advertising: $100,000
- Merchs: $700,000
With the premise of existing cooperation and the situation of the COVID-19 epidemic
in the world being better controlled, the event hopes to reach fans and users around the
world.
5. Controls
Project implementation time: 6 months.
Implementation department:
 Accounting department
 Audit department
 Sales department
 Administration department
 Human Resources department
 Customer Service department
 Financial department
 Research & Development department
 Quality department

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 REFERENCE
https://bohatala.com/samsung-marketing-planning-and-promotional-strategy-
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TmKwzNlkY5zYV7P0
https://www.bartleby.com/essay/Introduction-Of-Samsung-Company-
PCV7TTKBRR
https://en.wikipedia.org/wiki/Samsung_Galaxy
https://notesmatic.com/samsung-five-forces-analysis/
https://www.managementstudyguide.com/porters-five-forces-analysis-of-
samsung.htm
https://www.profolus.com/topics/the-marketing-strategy-for-samsung-galaxy/
https://www.marketing91.com/marketing-mix-samsung-galaxy/
https://www.thestrategywatch.com/swot-analysis-of-samsung/
https://blog.essaybasics.com/objectives-of-samsung-essay-sample/
https://www.profolus.com/topics/the-marketing-strategy-for-samsung-galaxy/
https://news.samsung.com/vn/i-purple-you-samsung-ket-noi-fan-voi-than-tuong-qua-
phien-ban-dac-biet-galaxy-s20-bts
https://doanhnghiephoinhap.vn/tu-bts-den-adidas-samsung-dang-tan-dung-cac-ten-
tuoi-lon-de-thu-hut-su-chu-y-tu-nguoi-dung.html
https://www.statista.com/chart/19854/companies-bts-share-of-south-korea-gdp/
https://www.samsung.com/vn/

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