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Developing Marketing Communication - Coursework Example

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The Galaxy Unpacked Campaign (GUC) is a series of ongoing campaigns by Samsung Electronics (SE) to market the company’s flagship smartphones (Galaxy S Series, Galaxy Note Series, and Galaxy Tab Series)” (Samsung Mobile, 2014). The GUC for consideration in this case is…
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Developing Marketing Communication
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Download file to see previous pages The flagship concept of marketing involves the communication and product promotion for products considered top of the art used to drive sales in international markets (Samsung Mobile, 2014).
Using marketing concepts and theories such as the theory of the firm, marketing mix, and retention marketing mix, this paper seeks to analyze SE’s use of GUC as a product promotion campaign. In addition, the applicability of the media and promotion tools is assessed and compared with theoretical best practice. For instance, using the theory of the firm, it is considered best practice for companies to mitigate their spending and increase returns such that product promotion is both beneficial to the company and directly influencing sales positively (Luo, & Donthu, 2006). The paper concludes with recommendations regarding areas in product promotion where Samsung should adapt different or improve on the current approach. For instance, international campaigns featuring products that do not make it to the international market burden promotional campaigns with extra costs.
Samsung Electronics (SE), is a technology company that competes in the mainstream international smartphone industry. To address the threat of surging sales following the entry of alternative cheaper phones such as Xiaomi Note targeting the Chinese market, Samsung developed the GUC to familiarize customers with the ‘Next Big Thing’ (Extreme Tech, 2014). Samsung trades all its flagship smartphones with the tagline, ‘The Next Big Thing’ which serves the purpose of communicating to customers about the currently released premium products (Samsung Mobile, 2014). SE’s 2014-GUC makes use the DRIP (Different, Reinforce, Inform, and Persuade) Model aiming at:
In SE, GUC targets the international middle-to-upper class customers (Extreme Tech, 2014). Although Samsung products are sizably cheaper than those of competitors such as Apple, the company’s ...Download file to see next pagesRead More
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