Integrated Marketing Communication
Identify the Current Marketing Communication Mix used by Samsung. You must use examples to support your answer.
Marketing is part of the management aspect that involves the process through which goods and services move from the concepts to the consumers, it includes the coordination of the four elements of marketing, these elements are product, price, place and promotion strategy (Strauss, 2016). Intergraded marketing communication is a simple concept of marketing; it is a marketing element that ensures that all the communication and messages are sensibly linked together. This concept of marketing is also explained as the marketing strategic measure that ensures that all marketing and promotional tools are together harmonized (Kapferer, 2012). The main purpose of the paper is to outline the relevant marketing concepts and factors that contribute towards making the substantial marketing decisions. The company uses intergraded marketing communication approach when new products are released to the market.
Samsung Company is an international electronic corporation that is involved in producing electronic products such as phones, Televisions, and radio. Lee Byung-chul founded Samsung Company in 1938 as a trading company. According to Lee Byung-chul, the name Samsung literally means “Korean hanja” which mean “Tri-Star”, this implies something big and powerful. Samsung Company has been in the international trade for the last decades because of its powerful technological innovation and inventions. The company has focused in phone production, it main competitor is Sony, Motorola, and Apple Inc (Lee, 2006).
Galaxy S5 is a product of Samsung Company, it is an Android Smartphone unveiled on 24th Feb 2014 at Mobile World Congress, Spain. The Galaxy S5 is the successor of the Galaxy S4, as it is like in other products, Galaxy S5 has approved texture, it has IP67 certification for water and dust resistance, it has security features such as fingerprints readers and updated camera (Fill & Turnbull, 2016).
Marketing communication is the important and complex part of the organization marketing efforts, it is defined as all communication channels medias and messages used to communicate with the consumers. The main purpose of implementing the marketing communication is to aid in accomplishing the objectives of the marketing campaign, this is through the coordination of different marketing approaches (Fill & Turnbull, 2016).
Samsung Company release Galaxy S5 with an intergraded marketing promotion, the company identified the target market as both men and women aged of 15-50. This age focus as the target market is perceived to be people who used the smartphone and enjoy using them since it keeps them up to date latest technology (Inn, 2016).
Advertisement is a primary element of marketing; it is the process of using TV, posters and radio to promote certain products and services. Samsung Company made many TV advertisements to make brand awareness (Madhavaram, et al., 2005).
Samsung Company and Chile Worldwide Agency released an advertising campaign about the product. The videos present how the sensational Samsung Galaxy S5 is nice with it exceptional qualities. In most cases, people are complaining about cell phone whose batteries are running out at the worst moment, Samsung S5 has new features that enable power saving (Belch, et al., 2014).
Samsung’s Company Overview
Internet has been seen as the primary element that promotes marketing and communication in business. Online banners advertising and awareness in Facebook and YouTube are the examples of internet marketing. Facebook and YouTube are the largest online social media sites which are recently used by Samsung Company, the company has given stiff-ice competition to Appel Inc. and Nokia (Strauss, 2016).
Marketing communication advocates for the implementation of marketing approaches such as product promotion. In order to attract customers, Samsung Company has bonus offer to customers who purchase new products from the company and interchange them with the previous ones, this is to allow them receive the value of the products they purchase earlier (Escalas & Bettman, 2005).
Before releasing the Galaxy S5 in 2014, the feature of the phone captures the interest of the international smartphone market, especially the most viral selfies taken by Ellen DeGeneres. The features of the phone were release through the Oscar, and if you did not watch the Oscar awards, by using it now represents those features exhibited during Oscar (Kapferer, 2012). It is considered that Ellen became the subject of the award ceremony, Galaxy S5 was the object she used to color the award ceremony, and she took selfies, tweeting while displaying the cellphone. Ellen was the celebrity in this award ceremony, she has a remarable public relation, she was chosen to use the product in from of millions of consumers. Until date Galaxy S5 is used in market because of extensible public relation which was used promote and communicate the product to the consumers. (Keller, et al., 2011).
Brand is the basis of a product invented by a company, it is expalained as the sign, symbol or design of a product as presented to the key stakeholders such as staff, partners, shareholder and customers. The primary aim of enhancing product awareness is to ensure that the brand portrays messages purely, to ascertain credibility and convincing buyers in the market (Belch, et al., 2014).
Brand and images aspects are the fundamental concepts and approaches which are used by the operating company while developing marketing procedures and conducting a research in purchases behavior. A clear image of the brand produced by the company allows the customers to release the use of the product as well as how to purchase the brand in the market. (Percy, 2014).
Samsung Company logo has played vital role in enhancing that the company name is recognized in the world market, it is one model of marketing communication approached used by the company, the study reveals that the first enlargement of company image was started in 1993. According to César Machado, Vacas-de-Carvalho, Costa, & Lencastre 2012, Samsung Company has driven it marketing strategies to enhance that the corporate identity of word “Samsung” in known by consumers around the world. (Lee, 2006).
The blue background, which is used currently by the company, was designed to present cryptic shape that gives the impression of the modernization and advance, the success of the Samsung Company is contributed by its worldwide known company logo (Pickton & Broderick, 2001). The company Logo in the market makes customers aware of the company product, especially the release of Galaxy S5 (Banerjee, 2009).
Samsung’s Marketing Communications
Galaxy S5 is a product released by Samsung Company in 2014, the company slogan also applies on it all released products. In 2012 Samsung Company informed it’s all new brands slogan “Inspire the World, Create the Future”, this implies chasing of better future, this new slogan was introduced to the market to with objectives of making customer brand awareness and informing customers that the Samsung Company is improving in its new brand strategy.
Brand is explained as the type of a product that is manufactured by a particular company. Samsung Company has producing its products for the last decades, its brands are known for exceptional performance as compared with the viral products in the market. Samsung Company logo is the primary element that presents brands produced by the company, for instance, Galaxy S5 is a brand in the market produced by the Samsung Company. This brand is presented with sizeable features that make it a distinctive brand in the market as compared with variety of products in the market. According to Escalas and Bettman 2005, brand is the identity of the products, signs, symbols and design as described to staff, customer and partners. The main purpose of brand in the market is to convey the message purely, convince the buyers and credibility.
Samsung Company is facing viral competition from other big companies like Nokia, Apple Inc., and Sony. This competition has compelled the Samsung Company to effectively apply the marketing communication strategies. Intergraded marketing communication is explained as effective and efficient coordination and integration of marketing communication tools, channels and sources that exist within the company; this is to maximize the impact on the consumers and other market stakeholders (Keller, n.d.). Currently, Samsung Company has focus on the primary marketing communication element which are applicable in its operations.
The use of technology is one of the major aspect that is used by the Samsung Company to market its brands. Website is where the customers could visit online and find all the brands produced by Samsung Company. The company uses new website and search engines to advertise it new products to the market, the website allows the company to easily sale their products (Inn, 2016).
As a result of growing competition in the market, Samsung Company has focus on the “HOME PAGE” as a factor to ensure the brand enhancement. Samsung Company homepage allows the customers to access all relevant information that relates to the products they need. However, the Samsung Company homepage contain links that relates to all other products produce. For instance, the Galaxy line, it features all cell phone that are categorized in the galaxy line (Strauss, 2016)
References
Banerjee, S., 2009. Marketing communication through brand placement: A strategic roadmap.. Journal of Marketing & Communication, 5(2), pp. 4-22..
Belch, G. E., Belch, M. A., Kerr, G. F. & Powell, I., 2014. Advertising: An integrated marketing communication perspective.. s.l.:McGraw-Hill Education..
Escalas, J. E. & Bettman, J. R., 2005. Self-construal, reference groups, and brand meaning.. Journal of consumer research, 32(3), pp. 378-389.
Fill, C. & Turnbull, S. L., 2016. Marketing communications: brands, experiences and participation.. s.l.:Pearson.
Inn, O. P., 2016. Digital marketing. Omni.. s.l.:s.n.
Kapferer, J., 2012. The new strategic brand management: Advanced insights and strategic thinking.. s.l.:Kogan page publishers..
Keller, K. L., Parameswaran, M. G. & Jacob, I., 2011. Strategic brand management: Building, measuring, and managing brand equity.. s.l.:Pearson Education India..
Keller, K., n.d. Reflections on customer-based brand equity: perspectives, progress, and priorities.. In: 2016. s.l.:AMS review, pp. 1-16.
Lee, D., 2006. Samsung Electronics: the global inc. LEE Dongyoup.. s.l.:s.n.
Madhavaram, S., Badrinarayanan, V. & McDonald, R., 2005. Integrated marketing communication (IMC) and brand identity as critical components of brand equity strategy: A conceptual framework and research propositions. Journal of Advertising, 34(4), p. 6.
Percy, L., 2014. Strategic integrated marketing communications.. s.l.:Routledge.
Pickton, D. & Broderick, A., 2001. Integrated marketing communications.. Harlow:: Prentice Hall..
Strauss, J., 2016. E-marketing.. s.l.:Routledge.
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