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Analytical Report on a Marketing Communications Approach - Assignment Example

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Analytical Report on a Marketing Communications Approach

The second option seemed more favorable to Samsung because it is most profitable and because of the trend that is presently associated with mobile phones as more people differentiate themselves by the type of mobile phones they use ("Adweek." Adweek. N.p., n.d.) The success of Samsung Galaxy S3 required a well-balanced market mix. Any electronic device requires calculated marketing mix ingredients; otherwise the product might be too good for its value or not good at all (Fill, 2011, pg 23-26). Samsung Galaxy S3 required a good marketing mix for it to attain the anticipated success during the final sale of the product ("Adweek." Adweek. N.P., n.d.) This paper will discuss Samsung Galaxy S3 marketing mix as depicted from the ad and further discuss the implication of the four P’s of Samsung Galaxy S3 marketing mix and show the relations of Samsung’s products marketing mix. The launch of Samsung Galaxy S3 came at the right time when people were waiting for a smart phone that could provide more than what other mobile phones were providing, with its functionality surpassing customer expectations. The current Samsung’s image is that it provides reliable phones, however, Samsung Galaxy S3 was initially perceived as a phone like any other. The difficulty faced by customers is that they did not know that Samsung had introduced a phone with Samsung Galaxy S3 capabilities. The main strategy of overcoming the marketing communication barrier was for Samsung to create a stronger image for Samsung Galaxy S3, by creating public awareness, and putting Samsung Galaxy S3 at the top of consumers’ minds in the target group, with the objective being achievable through marketing communication (Laudon & Traver, 2010, pg 45-50). For Samsung to implement this marketing plan in their Samsung Galaxy S3 product, and achieve the objective, Samsung had to place the Samsung Galaxy S3’s price at a mid range of the market, with the gadget’s price being slightly lower than that of its competitors. This clearly showed that Samsung aimed at selling Galaxy S3 to young people within the market segment. MARKET MIX According to the ad, the new Samsung Galaxy S3 had the following specifications; concerning networks the gadget had the capability of running 3G (HSPDA/CDMA), 4G (LTE/HSPA+) and Edge/2G (GSM/GPRS) using Android operating system version 4.1. The product used TouchWiz user interface and retailed at a price of $99 with contract and $549 without contract (Stuart, The Samsung’s software featured in Galaxy S3 aimed at impressing users with several great displays, though most of them suffered from poor executions; however, a customer can still skip the complicated part of the software and enjoy the hardware. With the Galaxy S3, Samsung managed to offer top-line performance with the product being more capable than any other phone (Gay & Charlesworth, 2007). With a great phone, a question at hand would have been the right marketing formula for the Galaxy S3 (Strauss & Frost, 2011, pg 67-70). The marketing formula is like a recipe, that much for A and that much for B and in the end is a combination that tells a success story or a complete failure of a product, the combination constitutes a marketing mix. Prior to developing Galaxy S3, the company needed to consider the quality of the product required, in order to determine ...Show more


Marketing communication Name: Professor: Institution: Course: Date: INTRODUCTION Currently Samsung is the world’s market leader of mobile devices. Samsung’s active promotion of it Samsung Galaxy S3 has increased its popularity in the mobile phone market targeting high sale volumes…
Author : hillsdamaris
Analytical Report on a Marketing Communications Approach essay example
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