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Marketing of mobile phones
Name Xiaoqian Ma
Student Number 109998230[选取日期]
Contents
Title ------------------------------------------------------------------------- 2
1 Introduction ----------------------------------------------------------- 2 32 Dynamics and trends of mobile phone market ----------------- 3-9
21 Development of mobile phones --------------------------------------------- 3 4
22 Emergence of smartphones ------------------------------------------------- 5 6
23 Changes of leadership in the mobile phone market -------------------- 6-9
3 The importance of marketing management --------------------- 9-12
4 Marketing of Samsung ----------------------------------------------- 12-17
41 Marketing mix at Samsung -------------------------------------------------- 12 13
42 Samsungrsquos message ------------------------------------------------------------ 13 14
43 Advertising at Samsung ------------------------------------------------------- 14 15
44 Sales promotion at Samsung ------------------------------------------------- 16
45 Sponsorship at Samsung ------------------------------------------------------ 16 17
5 Conclusion -------------------------------------------------------------- 17-19
Reference ------------------------------------------------------------------- 10-25
1 25
Title Marketing of mobile phones
1 Introduction
Over the years all kinds of organisations have been undertaking varies of marketing
activities in order to increase their competitiveness in the market which allows them
to sustain their market shares and achieve organisational goals in the business world
In order to achieve different kinds of objectives all marketers need to work hard to
develop systematic plans to make sure they can be effective In the meantime they
also have to critically evaluate the results of all marketing plans so that they can
continuously identify issues analyse the root causes and find solutions to improve the
effectiveness of all plans Therefore the marketers and the marketing have been
playing an essential role in the organisations
In this paper the writer has chosen mobile phones as a research topic to discuss its
markets and trends in todayrsquos rapid development of technology world In the
meantime the writer has divided this report into three key sections Firstly the writer
discusses the dynamics and trends of the marketing environment of the mobile
phones Secondly the writer discusses the importance of marketing mix and product
innovation in the mobile phone industry Finally assuming as a newly appointed
marketing manager of Samsung smart phones the writer will discuss varied kinds of
2 25
marketing techniques to improve market shares profitability and sustainability of
Samsung At the end there is a conclusion section to summarise the whole report
2 Dynamics and trends of mobile phone market
21 Development of mobile phones
In our real life mobile phone have quite a long history since the first mobile phone
was invented in early 1900rsquos
(httpchroniclingamericalocgovlccnsn850424621906-05-21ed-1seq-7) Despite
of the early invention of mobile phone the commercial used mobile phone did not
become our daily usage until 1970rsquos when Motorolarsquos researchers started developing
the first hand-held mobile phone that can be used on a cellular network (Wall Street
Journal 2009) In light of this it is easy for us to understand that the traditional mobile
phone industry consists two key sections one is the mobile hand-held phone and the
other is the operating network on which the mobile phones can be used
Hence the development of the mobile network has been growing since 1970s and the
first commercial used network was launched by NTT in Japan in 1979
(httpwwwnttcojpindex_ehtml) Since then more countries have launched their
mobile networks such as Denmark Finland Norway and so on In the meantime the
first generation network was developed and used in 1983 This is the so called 1G
3 25
network on which the oldest cellular phone was operated
(httpwwwmsnbcmsncomid7432915nstechnology_and_science-wirelesstfirst-
cell-phone-true-brickT2o-y3mP5JE)
Along with the high demand of the mobile phone market the 2G (second generation)
network technology was launched in Finland in 1991 After ten years the 3G (third
generation) was launched in Japan (httpwwwumtsworldcomumtshistoryhtm)
With the rapid development of the new generation mobile technology the competition
of mobile phone industry has become more intense Both network operators and
mobile phone manufacturers have been investing huge amount of money to develop
new and advanced products to capture more users so that they can be profitable and
sustainable in their businesses
In recent years after the launch of 3G technology and 3G mobile phones it is very
obvious that new generation technology will be necessary for the huge growing
demand for higher speed of data transfer and more applications on the mobile phones
In the meantime the mobile phone manufacturers have also launched new series of
mobile phones to satisfy growing demand of more consumers Thus the mobile phone
industry has been developing very rapidly
22 Emergence of smartphones
4 25
Along with the development of mobile phone internet and personal computing
devices a new internet world emerges ie mobile internet (Funk 2001) In light of
this there is a new name for mobile phones that can effectively access to the internet
ie Smartphone Nowadays smartphones can not only provide users to use traditional
wireless voice talk but also allow them to access to the internet and use varied kinds
of software applications which is very important feature of smartphones that
differentiate themselves from traditional mobile phones
Because of the development of smartphones the whole industry has been changed
rapidly and has attracted great attention of all kinds of business players related to this
industry which includes mobile phone manufacturers internet service firms personal
computing device manufacturers and so on In light of this the smartphone actually
forms a new way of competition in the mobile phone industry Nowadays many
companies have believed that it is important for them to provide services or products
in the smartphone industry in order to create new business opportunities for their
future growth and profitability
There is lots of evidence that the smartphone industry has been rapidly growing For
example according to Gartnerrsquos statistics (2010) there were over 128 billion sets of
mobile phone sold in 2010 per se and the percentage of smartphones accounted for
over 20 of total amount In the meantime the growth of sales of smartphones has
5 25
been over 100 over the past years By 2012 it was estimated that the total sales of
smartphones would be more than those of PCs in the global market In addition the
Gartnerrsquos statistics indicate that by 2014 the total revenues generated from all mobile
devices including smartphones e-books and related services applied on these
devices would be more than US$10 trillion Furthermore by 2015 the total number
of smartphone users would be more than 2 billion based upon the forecasted growth
rate of smartphones and the forecasted declining costs of all kinds of components
From the above it is very obvious that the traditional mobile phones have been
replaced by smartphones in a rapid way Although this trend just started several years
ago when Apple Inc launched its first iPhone in 2007 (wwwapplecom) the speed of
change has convinced the market that the future of mobile phones belongs to
smartphones Accordingly the competition of the industry has become more
complicated and intense because of the emergence of smartphones
23 Changes of leadership in the mobile phone market
There are numerous manufacturers of mobile phones around the world Before 2010
the leading manufacturer of mobile phone is the Nokia According to the Gartnerrsquos
statistics (2010) Nokiarsquos market shares of mobile phones was about 60 of total
global sales during its peak performance Nokia has long been considered as a leader
6 25
in the low-end markets where it has dominant positions and markets are mostly in the
developing countries Despite of its strong positions in those low-end markets
statistics show that Nokiarsquos market shares in those markets have decreased to less
than 30 by 2010
In fact Symbian is Nokiarsquos operating system that has long been used on many
smartphones According to Gartnerrsquos statistics (2010) over 60 of all kinds of
smartphones used the Symbian as their operating systems in the year of 2007 when
the Windows operating system only accounted for about 11 of the total market
shares and the iPhone operating system only about 6 of total amount At the time
Nokia was the true leader in the smartphone industry in which it alone had more than
50 of the market shares all around the world
However Nokia has been losing its leadership position in the smartphone industry
according to Gartnerrsquos statistics (2010) By 2010 there were only about 36 of all
kinds smartphones using its Symbian as the operating system while Googlersquos
Android accounted for about 26 of the total and iPhone accounted for about 16 of
total
When it comes to iPhone it is the first real smartphone launched in the market in
2007 which in fact has great impact on the whole mobile phone industry Applersquos
7 25
iPhone indeed recreates the mobile phone standards in the history It does not only
provide an easy and friendly user environment that allows all to browse internet on
the iPhone but also it has leverage all different systems in the Apple devices and
applications which has namely been called the ecosystem According to Salazar et al
(2010) the key reason why iPhone has great usersrsquo acception and adoption is because
of innovations on iPhone in many ways From a media and digital device provider to a
smartphone provider Apple has an unique ecosystem that includes several platforms
on which iPhone can leverage successfully This has in fact great barrier for other
competitors to follow and react to it (Cusmano 2010) Therefore the launch of
iPhone has indeed taken away many market shares of key players in the industry
including the old time leader ie Nokia
As for Google it has its own unique business model as well which is different from
others It did not enter the smartphone industry until it acquired the operating system
ie Android Since then the Google has successfully entered the smartphone industry
by allowing all software developers to play on the Android system Because the
Android is a open system it has then attracted not only software developers but also
weaker mobile phone manufacturers that have great intention to develop their own
competitive smartphone products which include Samsung With the quick expansion
of Android system the Google rapidly captures the market shares in the smartphone
industry which accounted for about 25 of the total in 2010 With its Android the
8 25
Google has won the confidence of most mobile phone manufacturers around the
world according to the statistics of the Canalys (2010)
3 The importance of marketing management
The marketing guru Philip Kotler has contributed to the development of marketing
management in our modern world According to his early publications the marketing
definition is the human activity directed at satisfying needs and wants through an
exchange process (Kotler 1980) Along with the development of the market and
management theories Kotler and other marketing professionals added more meanings
into the definition of the marketing Marketing is a social managerial process by
which individuals and groups obtain what they need and want through creating and
exchanging products and value with others (Kotler et al 1999)
In fact the American Marketing Association has its own definition of marketing
which considered marketing being ldquoan organisational function and a set of processes
for creating communicating and delivering value to customers and for managing
customer relationships in ways that benefit the organisation and its stakeholdersrdquo
There is no doubt that marketing has long been playing an essential role of developing
all kinds of businesses for all organisations Without proper marketing management
all kinds of businesses would have difficulty in developing effective marketing plans
9 25
implementing their marketing activities to capture more customers and market shares
and eventually helping to improve their business performance in our rapidly-changing
market environment around the world The global market has been changing so
quickly that leads to more uncertainties than ever before In light of this it is very
critical for all kinds of businesses to have effective marketing management in place to
help organisations to respond and react to the ever-changing environment
There are two kinds of environment for all kinds of businesses ie external and
internal environment Both of them can have great impact on all business
organizations the market places where they run businesses and the co-relationship
among all factors (Jobber 2006) In light of this it is very important Thus
understanding environment and using the environment scanning are important
activities for all marketers and organizations Denis A at al (2001) argued that the
marketing environment factors are often referred to as Social Technological
Economic and Political varibles (PEST) In reality the PEST framework for
environmental auditing has been widely used in business work
After analysis the external environment marketers can make decisions and take
relevant approaches to allow organizations to identify and capitalize opportunities
(Kotler et al 1999) Based upon this marketers can then conduct necessary research to
indentify the market segmentations ldquoMarketing research is an essential tool for the
10 25
marketing manager in helping to define and locate market segments and understand
their needs and wantsrdquo (Jobber 2006)
Fill (2009) argues that ldquosegmentation is necessary because a single product is unlikely
to meet the needs of all customers in a mass marketrdquo Thus with proper segmentation
organizations can effectively satisfy targeted customersrsquo needs
After the segmentation process marketers can move forward to utilize the techniques
of marketing mix to carry out the whole marketing activities ldquoFor most physical
goods the marketing mix consists of four elements product price place and
promotion For services the marketing mix can be extended to seven elements with
the addition of people processes and physical evidencerdquo (David Jobber 2006)
Whether marketers can effectively communicate messages to targeted customers or
audience is closely related to the promotion ie the marketing communications
which describe the most important areas of marketing (Pickton amp Hartley 1998) And
the marketing communication mix consists of five communication channels
advertising public relations personal selling direct marketing and sales
promotionFill C (2009)
11 25
With the systematic planning and effective implementation of relevant marketing
techniques marketers can ensure the products or service being successful in the
market
4 Marketing of Samsung
Samsung is one of the largest technology companies in the world founded in 1938 It
has almost 16000 employees in the world and its revenue for exceeds $117 billion in
2009 In the world most countries have Samsung Company Its headquarters are
located in Seoul South Korea Samsung has a big range of home appliances and
consumer electronics The company famous products in the world are TV ldquoGalaxyrdquo
tablet and mobile phones Now Samsung is the biggest mobile phones company in
the world
41 Marketing mix at Samsung
For the definition of marketing communications so far there is still no strict standard
According to Fill (2009) he declares that marketing communications is ldquoa manageme
nt process in which an organization engages with its various audiencesrdquo This include
s various kinds of activities From the view of Egan (2002) he thinks that marketing c
ommunications are ldquothe methods by which the suppliers who provide the goods value
s andor ideas services shows themselves to their target audiences aiming to stimulate
12 25
the dialogue successfully and form a better commercial or other relationshipsrdquo In oth
er words marketing communications are those things which can be transmitted from t
he company to the target audience Fill (2009) once says that there are four major func
tions ndash to differentiate to reinforce to inform and to persuade Selecting the first lette
rs of these four functions we can get DRIP Marketing communications are part of the
marketing mix which consists of Price Place Product and Promotion or the four Ps
According to Fill (2009) they consist of tools media and messages
42 Samsungrsquos message
Message can be defined as a set of symbols words and visual material (pictures
photos) that is sent to the target audience The company (in this case Samsung) could
be a sender as well as its brand name or someone who is advertising their products
(football players celebrities etc) (Kotler 2005) Kotler also argues that a message is
said to be good if it is easy to be understood by the target audience
Samsungrsquos brand main point is ldquoturn on tomorrowrdquo but sometime the company
develop is not follow its brand It stresses on the innovativeness of the companyrsquos
products The old message was ldquoeveryonersquos invitedrdquo but now the company does not
use the old message anymore The company has divided its messages to the target
audience in terms of the product range The main message that is attached to
13 25
Samsungrsquos new Galaxy tablets is ldquoLife without limitsrdquo All other messages regarding
this product range are related to the freedom that they provide In the USA the
message is ldquofeel free to Tabrdquo On the Samsungrsquos YouTube page one can see the same
messages
Samsungrsquos messages are emotional rather than rational That because the nature of the
Samsungrsquos products But there is a little of rational messages like ldquofeaturing a 7rdquo
screenrdquo which are necessary to show the product what the different between other
competitors I think that this type of messages is appropriate to be used If just use
emotional messages the customers may not know what exactly makes Samsungrsquos
products different than the others
43 Advertising at Samsung
Advertising is defined as ldquoany paid form of non-personal communication about an
organization product service or idea by an identified sponsorrdquo Belch amp Belch
(2002) When using advertising the message is normally transmitted via mass media ndash
TV radio newspapers etc A strong feature of advertising is that is can reach many
people sometimes even millions at the same time This is why it is used by large
companies (like Samsung) which aim to reach the mass market The company has
good control over the message and its design but there are almost no opportunities for
14 25
a feedback from the target audience Blythe (2006) argues that advertising has lower
credibility compared to the other marketing communication tools Therefore there is
no warranty that advertising will make the customers to buy the particular product or
service But it is an excellent tool for informing the target audience It is the most
expensive tool but has lowest price per customer reached Companies still spend
millions on advertising each year
Samsungrsquos advertisements are mainly emotional stressing the freedom that the
products provide but have a rational element stressing on their functionality Same
product carries the same type of information but stresses on the innovative technical
features (Google Maps with voice search etc) which explain why it is alleged to be
ldquothe best Android based smartphone in the worldrdquo
44 Sales promotion at Samsung
Belch amp Belch (2002) define sales promotion as ldquothose marketing activities that
provide extra value or incentives to the sales force the distributors or the ultimate
consumer and can stimulate immediate salesrdquo They key word here is ldquoimmediaterdquo
customers are inclined to act here and now Sales promotionsrsquo aim is to achieve short-
term increase in sales Baker (2007) argues that their credibility is at medium level
and the message is well controlled It is important for the sales promotion to continue
15 25
for a short period of time If it continues too long the customers may assume the
discounted price as a normal one and to postpone their buying decision until next
promotion
You can find all Samsung promotions on their website The customer can change the
country of residence to see the local promotions But the sites are different Due to
nature of the products the vast majority of sales promotions are of a lottery type where
there a big prize is won In my opinion the company uses this way not because to
increase its short-term sales but to increase the brand awareness and increase new
subscribers that who e-mail addresses will be used for direct marketing purposes
45 Social media at Samsung
Social media is a new phenomenon it develops speed very fast and more and more
important for the companyrsquos marketing communication The most powerful feature of
social networking is that it allows the customers and the company to into a dialogue
Word-of-Mouth that is spread around the social networks is another advantage
Samsung uses social media for both engaging with its customers and advertising It
has several Facebook pages divided by country and by product Galaxy product range
has fan pages but other products do not Similarly Samsung has fan pages in many
countries In my opinion Samsung still have many things can do by social media
16 25
5 Conclusion
Over the years all kinds of organisations have been undertaking varies of marketing
activities in order to increase their competitiveness in the market which allows them
to sustain their market shares and achieve organisational goals in the business world
Along with the development of mobile phone internet and personal computing
devices a new internet world emerges ie mobile internet In light of this there is a
new name for mobile phones that can effectively access to the internet ie
Smartphone
About the definition of IMC still no common agreement exist (Kim et al 2004) Som
e scholars think that IMC is a new concept while for others they support that the idea
of IMC is not new but just a more efficient way to manage the marketing communicat
ion tools (Kitchen amp Schultz 2009) In order to convey the messages clearly it is nec
essary for the customers to see and hear the same message This could be achieved onl
y if the different marketing communication tools support each-other
As we all know the company of Samsung owns more than $117 billion revenue in 20
11 with global technology (wwwsamsungcom) so much evidence about the integrati
on of the different communication tools could be found First the logo and the key me
ssages are globally standardized The Galaxy S tablet message is similar ndash ldquofreedomrdquo
17 25
ldquolive without limitsrdquo Other similar messages related to the feeling of being free are al
so attached to Galaxy S tablet worldwide
There is also a powerful integration between the different marketing communication t
ools and media For example integration between traditional and online media In ma
ny countries all sales promotions are integrated with direct marketing ndash customers are
required to provide their basic details and e-mails Social media is also very well integ
rated with sales promotions Print adverts are also integrated with sales promotion and
direct to the Samsung website
In an company such as Samsung the main thing creating difficulties is its size It is dif
ficult to co-ordinate the marketing activities in a company with nearly 160 000 emplo
yees Samsung has several official websites ndash the main site (Samsungcom) a site dev
oted only to mobile phone users in specific countries This could lead to confusion for
the customer and currently Samsung is merging these local sites with its global websit
e
18 25
References
Wall Street Journal (2009) Motorola Executive Helped spur Cellphone Revolution
Wall Street Journal 20ndash21 June 2009 p A10
Funk J 2001 The mobile Internet How Japan dialed up and the West disconnected
Pembroke Bermuda ISI Publications
19 25
Apple 2010 ldquoiPhone Developer Program License Agreementrdquo
httpwwwefforgfiles20100302_iphone_dev_agrpdf
Cusumano Michael 2010 ldquoTechnology Strategy and Management The Evolution of
Platform Thinkingrdquo Communications of the ACM 53 (1) 32-34
Martinez Salazar and Marco Martinez 2010 ldquoThe Mobile Phone User Identifying
Top Mobile Applicationsrdquo (April 1 2010) Available at SSRN
httpssrncomabstract=1691210
P Kotler (1980) Marketing Management 3th Edition Published by Prentice
Kotler P Armstrong G Saunders J And Wong V (1999) Principles of Marketing
2nd European edn Pretice- Hall
Denis Adcock Al Halborg and Caroline Ross(2001) Marketing Principles and
Practice 4th edn published by FT Prentice Hall
C Fill (2009) Marketing communications 5th edition Pearson Education
P Kotler (2009) Marketing Management European edition FT Prentice Hall
20 25
Ries A and trout J (1981) Positioning the Battle for Your Mind McGraw- Hall
David Jobber (2006) Principles and Practice of Marketing 6th edn published by
McGraw-Hill
Anderson PH 2001 Relationship development and marketing communication An
integrative model The Journal of Business and Industrial
Pickton D amp Hartley B (1998) Measuring integration an assessment of the quality
of integrated marketing communications International Journal of Advertising
D Schultz amp C Patti (2009) The evolution of IMC IMC in a customer-driven
marketplace Journal of Marketing Communications Vol 15 Nos 2ndash3 AprilndashJuly
2009 pp 75ndash84
L Percy (2008) Strategic integrated marketing communication theory and practice
Butterworth Heinemann
F Brassington amp S Pettitt (2007) Essentials of Marketing second edn FT Prentice
Hall
Spreng RA and Mackoy RD (1996) An empirical examination of a model of
21 25
perceived service quality and satisfaction Journal of Retailing Vol 72 pp 201-14
Shemwell DJ Yavas U and Bilgin Z 11130881998) ``Customer-service provider
relationships an empirical test of a model of service quality satisfaction and
relationship oriented outcome International Journal of Service Industry
Management Vol 9 pp 155-68
Newman K and Pyne T (1996) Quality matters junior doctorsrsquo perceptions
Journal of Management in Medicine Vol 10 No 4 pp 12-23
Morrison J(2006) The International Business Environment 2nd edition Published
by Palgrave MacMillan
Baker J (2007) Marketing strategy and management Publisher Palgrave Macmillan
Blythe J (2006) Marketing Published by SAGE
Egan J (2007) Marketing communications Published by Thomson Learning
Finne amp Gronroos (2009) ldquoRethinking marketing communication From integrated
marketing communication to relationship communicationrdquo Journal of Marketing
Communications Vol 15 Nos 2ndash3 AprilndashJuly 2009 179ndash195
22 25
Kotler P et al (2005) Principles of marketing 4th edition Publisher Pearson
Education
London Butterworth-Heinemann
Kotler P (2003) Marketing management 11th edition Publisher Pearson Education
Kim I Han D amp Schultz D (2004) ldquoUnderstanding the Diffusion of Integrated
Marketing Communicationsrdquo Journal of Advertising Research March 2004 pp 31-45
Kitchen P amp Schultz D (2009) ldquoIMC New horizonfalse dawn for a marketplace in
turmoilrdquo Journal of Marketing Communications Vol 15 Nos 2ndash3 AprilndashJuly
2009 197ndash204
Pickton D amp Broderick A (2005) Integrated Marketing Communications 2nd edition
Publisher Pearson Education
Russell E The fundamentals of marketing Publisher AVA Academia
httpnewscnetcom
23 25
httpwwwecirclecom
httpwwwyoutubecom
httpchroniclingamericalocgovlccnsn850424621906-05-21ed-1seq-7
httpwwwmsnbcmsncomid7432915nstechnology_and_science-wirelesstfirst-
cell-phone-true-brickT2o-y3mP5JE
httpwwwumtsworldcomumtshistoryhtm
Mobile market httpwwwgartnercomitpagejspid=1455314
httpwwwsamsungcom
24 25
Contents
Title ------------------------------------------------------------------------- 2
1 Introduction ----------------------------------------------------------- 2 32 Dynamics and trends of mobile phone market ----------------- 3-9
21 Development of mobile phones --------------------------------------------- 3 4
22 Emergence of smartphones ------------------------------------------------- 5 6
23 Changes of leadership in the mobile phone market -------------------- 6-9
3 The importance of marketing management --------------------- 9-12
4 Marketing of Samsung ----------------------------------------------- 12-17
41 Marketing mix at Samsung -------------------------------------------------- 12 13
42 Samsungrsquos message ------------------------------------------------------------ 13 14
43 Advertising at Samsung ------------------------------------------------------- 14 15
44 Sales promotion at Samsung ------------------------------------------------- 16
45 Sponsorship at Samsung ------------------------------------------------------ 16 17
5 Conclusion -------------------------------------------------------------- 17-19
Reference ------------------------------------------------------------------- 10-25
1 25
Title Marketing of mobile phones
1 Introduction
Over the years all kinds of organisations have been undertaking varies of marketing
activities in order to increase their competitiveness in the market which allows them
to sustain their market shares and achieve organisational goals in the business world
In order to achieve different kinds of objectives all marketers need to work hard to
develop systematic plans to make sure they can be effective In the meantime they
also have to critically evaluate the results of all marketing plans so that they can
continuously identify issues analyse the root causes and find solutions to improve the
effectiveness of all plans Therefore the marketers and the marketing have been
playing an essential role in the organisations
In this paper the writer has chosen mobile phones as a research topic to discuss its
markets and trends in todayrsquos rapid development of technology world In the
meantime the writer has divided this report into three key sections Firstly the writer
discusses the dynamics and trends of the marketing environment of the mobile
phones Secondly the writer discusses the importance of marketing mix and product
innovation in the mobile phone industry Finally assuming as a newly appointed
marketing manager of Samsung smart phones the writer will discuss varied kinds of
2 25
marketing techniques to improve market shares profitability and sustainability of
Samsung At the end there is a conclusion section to summarise the whole report
2 Dynamics and trends of mobile phone market
21 Development of mobile phones
In our real life mobile phone have quite a long history since the first mobile phone
was invented in early 1900rsquos
(httpchroniclingamericalocgovlccnsn850424621906-05-21ed-1seq-7) Despite
of the early invention of mobile phone the commercial used mobile phone did not
become our daily usage until 1970rsquos when Motorolarsquos researchers started developing
the first hand-held mobile phone that can be used on a cellular network (Wall Street
Journal 2009) In light of this it is easy for us to understand that the traditional mobile
phone industry consists two key sections one is the mobile hand-held phone and the
other is the operating network on which the mobile phones can be used
Hence the development of the mobile network has been growing since 1970s and the
first commercial used network was launched by NTT in Japan in 1979
(httpwwwnttcojpindex_ehtml) Since then more countries have launched their
mobile networks such as Denmark Finland Norway and so on In the meantime the
first generation network was developed and used in 1983 This is the so called 1G
3 25
network on which the oldest cellular phone was operated
(httpwwwmsnbcmsncomid7432915nstechnology_and_science-wirelesstfirst-
cell-phone-true-brickT2o-y3mP5JE)
Along with the high demand of the mobile phone market the 2G (second generation)
network technology was launched in Finland in 1991 After ten years the 3G (third
generation) was launched in Japan (httpwwwumtsworldcomumtshistoryhtm)
With the rapid development of the new generation mobile technology the competition
of mobile phone industry has become more intense Both network operators and
mobile phone manufacturers have been investing huge amount of money to develop
new and advanced products to capture more users so that they can be profitable and
sustainable in their businesses
In recent years after the launch of 3G technology and 3G mobile phones it is very
obvious that new generation technology will be necessary for the huge growing
demand for higher speed of data transfer and more applications on the mobile phones
In the meantime the mobile phone manufacturers have also launched new series of
mobile phones to satisfy growing demand of more consumers Thus the mobile phone
industry has been developing very rapidly
22 Emergence of smartphones
4 25
Along with the development of mobile phone internet and personal computing
devices a new internet world emerges ie mobile internet (Funk 2001) In light of
this there is a new name for mobile phones that can effectively access to the internet
ie Smartphone Nowadays smartphones can not only provide users to use traditional
wireless voice talk but also allow them to access to the internet and use varied kinds
of software applications which is very important feature of smartphones that
differentiate themselves from traditional mobile phones
Because of the development of smartphones the whole industry has been changed
rapidly and has attracted great attention of all kinds of business players related to this
industry which includes mobile phone manufacturers internet service firms personal
computing device manufacturers and so on In light of this the smartphone actually
forms a new way of competition in the mobile phone industry Nowadays many
companies have believed that it is important for them to provide services or products
in the smartphone industry in order to create new business opportunities for their
future growth and profitability
There is lots of evidence that the smartphone industry has been rapidly growing For
example according to Gartnerrsquos statistics (2010) there were over 128 billion sets of
mobile phone sold in 2010 per se and the percentage of smartphones accounted for
over 20 of total amount In the meantime the growth of sales of smartphones has
5 25
been over 100 over the past years By 2012 it was estimated that the total sales of
smartphones would be more than those of PCs in the global market In addition the
Gartnerrsquos statistics indicate that by 2014 the total revenues generated from all mobile
devices including smartphones e-books and related services applied on these
devices would be more than US$10 trillion Furthermore by 2015 the total number
of smartphone users would be more than 2 billion based upon the forecasted growth
rate of smartphones and the forecasted declining costs of all kinds of components
From the above it is very obvious that the traditional mobile phones have been
replaced by smartphones in a rapid way Although this trend just started several years
ago when Apple Inc launched its first iPhone in 2007 (wwwapplecom) the speed of
change has convinced the market that the future of mobile phones belongs to
smartphones Accordingly the competition of the industry has become more
complicated and intense because of the emergence of smartphones
23 Changes of leadership in the mobile phone market
There are numerous manufacturers of mobile phones around the world Before 2010
the leading manufacturer of mobile phone is the Nokia According to the Gartnerrsquos
statistics (2010) Nokiarsquos market shares of mobile phones was about 60 of total
global sales during its peak performance Nokia has long been considered as a leader
6 25
in the low-end markets where it has dominant positions and markets are mostly in the
developing countries Despite of its strong positions in those low-end markets
statistics show that Nokiarsquos market shares in those markets have decreased to less
than 30 by 2010
In fact Symbian is Nokiarsquos operating system that has long been used on many
smartphones According to Gartnerrsquos statistics (2010) over 60 of all kinds of
smartphones used the Symbian as their operating systems in the year of 2007 when
the Windows operating system only accounted for about 11 of the total market
shares and the iPhone operating system only about 6 of total amount At the time
Nokia was the true leader in the smartphone industry in which it alone had more than
50 of the market shares all around the world
However Nokia has been losing its leadership position in the smartphone industry
according to Gartnerrsquos statistics (2010) By 2010 there were only about 36 of all
kinds smartphones using its Symbian as the operating system while Googlersquos
Android accounted for about 26 of the total and iPhone accounted for about 16 of
total
When it comes to iPhone it is the first real smartphone launched in the market in
2007 which in fact has great impact on the whole mobile phone industry Applersquos
7 25
iPhone indeed recreates the mobile phone standards in the history It does not only
provide an easy and friendly user environment that allows all to browse internet on
the iPhone but also it has leverage all different systems in the Apple devices and
applications which has namely been called the ecosystem According to Salazar et al
(2010) the key reason why iPhone has great usersrsquo acception and adoption is because
of innovations on iPhone in many ways From a media and digital device provider to a
smartphone provider Apple has an unique ecosystem that includes several platforms
on which iPhone can leverage successfully This has in fact great barrier for other
competitors to follow and react to it (Cusmano 2010) Therefore the launch of
iPhone has indeed taken away many market shares of key players in the industry
including the old time leader ie Nokia
As for Google it has its own unique business model as well which is different from
others It did not enter the smartphone industry until it acquired the operating system
ie Android Since then the Google has successfully entered the smartphone industry
by allowing all software developers to play on the Android system Because the
Android is a open system it has then attracted not only software developers but also
weaker mobile phone manufacturers that have great intention to develop their own
competitive smartphone products which include Samsung With the quick expansion
of Android system the Google rapidly captures the market shares in the smartphone
industry which accounted for about 25 of the total in 2010 With its Android the
8 25
Google has won the confidence of most mobile phone manufacturers around the
world according to the statistics of the Canalys (2010)
3 The importance of marketing management
The marketing guru Philip Kotler has contributed to the development of marketing
management in our modern world According to his early publications the marketing
definition is the human activity directed at satisfying needs and wants through an
exchange process (Kotler 1980) Along with the development of the market and
management theories Kotler and other marketing professionals added more meanings
into the definition of the marketing Marketing is a social managerial process by
which individuals and groups obtain what they need and want through creating and
exchanging products and value with others (Kotler et al 1999)
In fact the American Marketing Association has its own definition of marketing
which considered marketing being ldquoan organisational function and a set of processes
for creating communicating and delivering value to customers and for managing
customer relationships in ways that benefit the organisation and its stakeholdersrdquo
There is no doubt that marketing has long been playing an essential role of developing
all kinds of businesses for all organisations Without proper marketing management
all kinds of businesses would have difficulty in developing effective marketing plans
9 25
implementing their marketing activities to capture more customers and market shares
and eventually helping to improve their business performance in our rapidly-changing
market environment around the world The global market has been changing so
quickly that leads to more uncertainties than ever before In light of this it is very
critical for all kinds of businesses to have effective marketing management in place to
help organisations to respond and react to the ever-changing environment
There are two kinds of environment for all kinds of businesses ie external and
internal environment Both of them can have great impact on all business
organizations the market places where they run businesses and the co-relationship
among all factors (Jobber 2006) In light of this it is very important Thus
understanding environment and using the environment scanning are important
activities for all marketers and organizations Denis A at al (2001) argued that the
marketing environment factors are often referred to as Social Technological
Economic and Political varibles (PEST) In reality the PEST framework for
environmental auditing has been widely used in business work
After analysis the external environment marketers can make decisions and take
relevant approaches to allow organizations to identify and capitalize opportunities
(Kotler et al 1999) Based upon this marketers can then conduct necessary research to
indentify the market segmentations ldquoMarketing research is an essential tool for the
10 25
marketing manager in helping to define and locate market segments and understand
their needs and wantsrdquo (Jobber 2006)
Fill (2009) argues that ldquosegmentation is necessary because a single product is unlikely
to meet the needs of all customers in a mass marketrdquo Thus with proper segmentation
organizations can effectively satisfy targeted customersrsquo needs
After the segmentation process marketers can move forward to utilize the techniques
of marketing mix to carry out the whole marketing activities ldquoFor most physical
goods the marketing mix consists of four elements product price place and
promotion For services the marketing mix can be extended to seven elements with
the addition of people processes and physical evidencerdquo (David Jobber 2006)
Whether marketers can effectively communicate messages to targeted customers or
audience is closely related to the promotion ie the marketing communications
which describe the most important areas of marketing (Pickton amp Hartley 1998) And
the marketing communication mix consists of five communication channels
advertising public relations personal selling direct marketing and sales
promotionFill C (2009)
11 25
With the systematic planning and effective implementation of relevant marketing
techniques marketers can ensure the products or service being successful in the
market
4 Marketing of Samsung
Samsung is one of the largest technology companies in the world founded in 1938 It
has almost 16000 employees in the world and its revenue for exceeds $117 billion in
2009 In the world most countries have Samsung Company Its headquarters are
located in Seoul South Korea Samsung has a big range of home appliances and
consumer electronics The company famous products in the world are TV ldquoGalaxyrdquo
tablet and mobile phones Now Samsung is the biggest mobile phones company in
the world
41 Marketing mix at Samsung
For the definition of marketing communications so far there is still no strict standard
According to Fill (2009) he declares that marketing communications is ldquoa manageme
nt process in which an organization engages with its various audiencesrdquo This include
s various kinds of activities From the view of Egan (2002) he thinks that marketing c
ommunications are ldquothe methods by which the suppliers who provide the goods value
s andor ideas services shows themselves to their target audiences aiming to stimulate
12 25
the dialogue successfully and form a better commercial or other relationshipsrdquo In oth
er words marketing communications are those things which can be transmitted from t
he company to the target audience Fill (2009) once says that there are four major func
tions ndash to differentiate to reinforce to inform and to persuade Selecting the first lette
rs of these four functions we can get DRIP Marketing communications are part of the
marketing mix which consists of Price Place Product and Promotion or the four Ps
According to Fill (2009) they consist of tools media and messages
42 Samsungrsquos message
Message can be defined as a set of symbols words and visual material (pictures
photos) that is sent to the target audience The company (in this case Samsung) could
be a sender as well as its brand name or someone who is advertising their products
(football players celebrities etc) (Kotler 2005) Kotler also argues that a message is
said to be good if it is easy to be understood by the target audience
Samsungrsquos brand main point is ldquoturn on tomorrowrdquo but sometime the company
develop is not follow its brand It stresses on the innovativeness of the companyrsquos
products The old message was ldquoeveryonersquos invitedrdquo but now the company does not
use the old message anymore The company has divided its messages to the target
audience in terms of the product range The main message that is attached to
13 25
Samsungrsquos new Galaxy tablets is ldquoLife without limitsrdquo All other messages regarding
this product range are related to the freedom that they provide In the USA the
message is ldquofeel free to Tabrdquo On the Samsungrsquos YouTube page one can see the same
messages
Samsungrsquos messages are emotional rather than rational That because the nature of the
Samsungrsquos products But there is a little of rational messages like ldquofeaturing a 7rdquo
screenrdquo which are necessary to show the product what the different between other
competitors I think that this type of messages is appropriate to be used If just use
emotional messages the customers may not know what exactly makes Samsungrsquos
products different than the others
43 Advertising at Samsung
Advertising is defined as ldquoany paid form of non-personal communication about an
organization product service or idea by an identified sponsorrdquo Belch amp Belch
(2002) When using advertising the message is normally transmitted via mass media ndash
TV radio newspapers etc A strong feature of advertising is that is can reach many
people sometimes even millions at the same time This is why it is used by large
companies (like Samsung) which aim to reach the mass market The company has
good control over the message and its design but there are almost no opportunities for
14 25
a feedback from the target audience Blythe (2006) argues that advertising has lower
credibility compared to the other marketing communication tools Therefore there is
no warranty that advertising will make the customers to buy the particular product or
service But it is an excellent tool for informing the target audience It is the most
expensive tool but has lowest price per customer reached Companies still spend
millions on advertising each year
Samsungrsquos advertisements are mainly emotional stressing the freedom that the
products provide but have a rational element stressing on their functionality Same
product carries the same type of information but stresses on the innovative technical
features (Google Maps with voice search etc) which explain why it is alleged to be
ldquothe best Android based smartphone in the worldrdquo
44 Sales promotion at Samsung
Belch amp Belch (2002) define sales promotion as ldquothose marketing activities that
provide extra value or incentives to the sales force the distributors or the ultimate
consumer and can stimulate immediate salesrdquo They key word here is ldquoimmediaterdquo
customers are inclined to act here and now Sales promotionsrsquo aim is to achieve short-
term increase in sales Baker (2007) argues that their credibility is at medium level
and the message is well controlled It is important for the sales promotion to continue
15 25
for a short period of time If it continues too long the customers may assume the
discounted price as a normal one and to postpone their buying decision until next
promotion
You can find all Samsung promotions on their website The customer can change the
country of residence to see the local promotions But the sites are different Due to
nature of the products the vast majority of sales promotions are of a lottery type where
there a big prize is won In my opinion the company uses this way not because to
increase its short-term sales but to increase the brand awareness and increase new
subscribers that who e-mail addresses will be used for direct marketing purposes
45 Social media at Samsung
Social media is a new phenomenon it develops speed very fast and more and more
important for the companyrsquos marketing communication The most powerful feature of
social networking is that it allows the customers and the company to into a dialogue
Word-of-Mouth that is spread around the social networks is another advantage
Samsung uses social media for both engaging with its customers and advertising It
has several Facebook pages divided by country and by product Galaxy product range
has fan pages but other products do not Similarly Samsung has fan pages in many
countries In my opinion Samsung still have many things can do by social media
16 25
5 Conclusion
Over the years all kinds of organisations have been undertaking varies of marketing
activities in order to increase their competitiveness in the market which allows them
to sustain their market shares and achieve organisational goals in the business world
Along with the development of mobile phone internet and personal computing
devices a new internet world emerges ie mobile internet In light of this there is a
new name for mobile phones that can effectively access to the internet ie
Smartphone
About the definition of IMC still no common agreement exist (Kim et al 2004) Som
e scholars think that IMC is a new concept while for others they support that the idea
of IMC is not new but just a more efficient way to manage the marketing communicat
ion tools (Kitchen amp Schultz 2009) In order to convey the messages clearly it is nec
essary for the customers to see and hear the same message This could be achieved onl
y if the different marketing communication tools support each-other
As we all know the company of Samsung owns more than $117 billion revenue in 20
11 with global technology (wwwsamsungcom) so much evidence about the integrati
on of the different communication tools could be found First the logo and the key me
ssages are globally standardized The Galaxy S tablet message is similar ndash ldquofreedomrdquo
17 25
ldquolive without limitsrdquo Other similar messages related to the feeling of being free are al
so attached to Galaxy S tablet worldwide
There is also a powerful integration between the different marketing communication t
ools and media For example integration between traditional and online media In ma
ny countries all sales promotions are integrated with direct marketing ndash customers are
required to provide their basic details and e-mails Social media is also very well integ
rated with sales promotions Print adverts are also integrated with sales promotion and
direct to the Samsung website
In an company such as Samsung the main thing creating difficulties is its size It is dif
ficult to co-ordinate the marketing activities in a company with nearly 160 000 emplo
yees Samsung has several official websites ndash the main site (Samsungcom) a site dev
oted only to mobile phone users in specific countries This could lead to confusion for
the customer and currently Samsung is merging these local sites with its global websit
e
18 25
References
Wall Street Journal (2009) Motorola Executive Helped spur Cellphone Revolution
Wall Street Journal 20ndash21 June 2009 p A10
Funk J 2001 The mobile Internet How Japan dialed up and the West disconnected
Pembroke Bermuda ISI Publications
19 25
Apple 2010 ldquoiPhone Developer Program License Agreementrdquo
httpwwwefforgfiles20100302_iphone_dev_agrpdf
Cusumano Michael 2010 ldquoTechnology Strategy and Management The Evolution of
Platform Thinkingrdquo Communications of the ACM 53 (1) 32-34
Martinez Salazar and Marco Martinez 2010 ldquoThe Mobile Phone User Identifying
Top Mobile Applicationsrdquo (April 1 2010) Available at SSRN
httpssrncomabstract=1691210
P Kotler (1980) Marketing Management 3th Edition Published by Prentice
Kotler P Armstrong G Saunders J And Wong V (1999) Principles of Marketing
2nd European edn Pretice- Hall
Denis Adcock Al Halborg and Caroline Ross(2001) Marketing Principles and
Practice 4th edn published by FT Prentice Hall
C Fill (2009) Marketing communications 5th edition Pearson Education
P Kotler (2009) Marketing Management European edition FT Prentice Hall
20 25
Ries A and trout J (1981) Positioning the Battle for Your Mind McGraw- Hall
David Jobber (2006) Principles and Practice of Marketing 6th edn published by
McGraw-Hill
Anderson PH 2001 Relationship development and marketing communication An
integrative model The Journal of Business and Industrial
Pickton D amp Hartley B (1998) Measuring integration an assessment of the quality
of integrated marketing communications International Journal of Advertising
D Schultz amp C Patti (2009) The evolution of IMC IMC in a customer-driven
marketplace Journal of Marketing Communications Vol 15 Nos 2ndash3 AprilndashJuly
2009 pp 75ndash84
L Percy (2008) Strategic integrated marketing communication theory and practice
Butterworth Heinemann
F Brassington amp S Pettitt (2007) Essentials of Marketing second edn FT Prentice
Hall
Spreng RA and Mackoy RD (1996) An empirical examination of a model of
21 25
perceived service quality and satisfaction Journal of Retailing Vol 72 pp 201-14
Shemwell DJ Yavas U and Bilgin Z 11130881998) ``Customer-service provider
relationships an empirical test of a model of service quality satisfaction and
relationship oriented outcome International Journal of Service Industry
Management Vol 9 pp 155-68
Newman K and Pyne T (1996) Quality matters junior doctorsrsquo perceptions
Journal of Management in Medicine Vol 10 No 4 pp 12-23
Morrison J(2006) The International Business Environment 2nd edition Published
by Palgrave MacMillan
Baker J (2007) Marketing strategy and management Publisher Palgrave Macmillan
Blythe J (2006) Marketing Published by SAGE
Egan J (2007) Marketing communications Published by Thomson Learning
Finne amp Gronroos (2009) ldquoRethinking marketing communication From integrated
marketing communication to relationship communicationrdquo Journal of Marketing
Communications Vol 15 Nos 2ndash3 AprilndashJuly 2009 179ndash195
22 25
Kotler P et al (2005) Principles of marketing 4th edition Publisher Pearson
Education
London Butterworth-Heinemann
Kotler P (2003) Marketing management 11th edition Publisher Pearson Education
Kim I Han D amp Schultz D (2004) ldquoUnderstanding the Diffusion of Integrated
Marketing Communicationsrdquo Journal of Advertising Research March 2004 pp 31-45
Kitchen P amp Schultz D (2009) ldquoIMC New horizonfalse dawn for a marketplace in
turmoilrdquo Journal of Marketing Communications Vol 15 Nos 2ndash3 AprilndashJuly
2009 197ndash204
Pickton D amp Broderick A (2005) Integrated Marketing Communications 2nd edition
Publisher Pearson Education
Russell E The fundamentals of marketing Publisher AVA Academia
httpnewscnetcom
23 25
httpwwwecirclecom
httpwwwyoutubecom
httpchroniclingamericalocgovlccnsn850424621906-05-21ed-1seq-7
httpwwwmsnbcmsncomid7432915nstechnology_and_science-wirelesstfirst-
cell-phone-true-brickT2o-y3mP5JE
httpwwwumtsworldcomumtshistoryhtm
Mobile market httpwwwgartnercomitpagejspid=1455314
httpwwwsamsungcom
24 25
Title Marketing of mobile phones
1 Introduction
Over the years all kinds of organisations have been undertaking varies of marketing
activities in order to increase their competitiveness in the market which allows them
to sustain their market shares and achieve organisational goals in the business world
In order to achieve different kinds of objectives all marketers need to work hard to
develop systematic plans to make sure they can be effective In the meantime they
also have to critically evaluate the results of all marketing plans so that they can
continuously identify issues analyse the root causes and find solutions to improve the
effectiveness of all plans Therefore the marketers and the marketing have been
playing an essential role in the organisations
In this paper the writer has chosen mobile phones as a research topic to discuss its
markets and trends in todayrsquos rapid development of technology world In the
meantime the writer has divided this report into three key sections Firstly the writer
discusses the dynamics and trends of the marketing environment of the mobile
phones Secondly the writer discusses the importance of marketing mix and product
innovation in the mobile phone industry Finally assuming as a newly appointed
marketing manager of Samsung smart phones the writer will discuss varied kinds of
2 25
marketing techniques to improve market shares profitability and sustainability of
Samsung At the end there is a conclusion section to summarise the whole report
2 Dynamics and trends of mobile phone market
21 Development of mobile phones
In our real life mobile phone have quite a long history since the first mobile phone
was invented in early 1900rsquos
(httpchroniclingamericalocgovlccnsn850424621906-05-21ed-1seq-7) Despite
of the early invention of mobile phone the commercial used mobile phone did not
become our daily usage until 1970rsquos when Motorolarsquos researchers started developing
the first hand-held mobile phone that can be used on a cellular network (Wall Street
Journal 2009) In light of this it is easy for us to understand that the traditional mobile
phone industry consists two key sections one is the mobile hand-held phone and the
other is the operating network on which the mobile phones can be used
Hence the development of the mobile network has been growing since 1970s and the
first commercial used network was launched by NTT in Japan in 1979
(httpwwwnttcojpindex_ehtml) Since then more countries have launched their
mobile networks such as Denmark Finland Norway and so on In the meantime the
first generation network was developed and used in 1983 This is the so called 1G
3 25
network on which the oldest cellular phone was operated
(httpwwwmsnbcmsncomid7432915nstechnology_and_science-wirelesstfirst-
cell-phone-true-brickT2o-y3mP5JE)
Along with the high demand of the mobile phone market the 2G (second generation)
network technology was launched in Finland in 1991 After ten years the 3G (third
generation) was launched in Japan (httpwwwumtsworldcomumtshistoryhtm)
With the rapid development of the new generation mobile technology the competition
of mobile phone industry has become more intense Both network operators and
mobile phone manufacturers have been investing huge amount of money to develop
new and advanced products to capture more users so that they can be profitable and
sustainable in their businesses
In recent years after the launch of 3G technology and 3G mobile phones it is very
obvious that new generation technology will be necessary for the huge growing
demand for higher speed of data transfer and more applications on the mobile phones
In the meantime the mobile phone manufacturers have also launched new series of
mobile phones to satisfy growing demand of more consumers Thus the mobile phone
industry has been developing very rapidly
22 Emergence of smartphones
4 25
Along with the development of mobile phone internet and personal computing
devices a new internet world emerges ie mobile internet (Funk 2001) In light of
this there is a new name for mobile phones that can effectively access to the internet
ie Smartphone Nowadays smartphones can not only provide users to use traditional
wireless voice talk but also allow them to access to the internet and use varied kinds
of software applications which is very important feature of smartphones that
differentiate themselves from traditional mobile phones
Because of the development of smartphones the whole industry has been changed
rapidly and has attracted great attention of all kinds of business players related to this
industry which includes mobile phone manufacturers internet service firms personal
computing device manufacturers and so on In light of this the smartphone actually
forms a new way of competition in the mobile phone industry Nowadays many
companies have believed that it is important for them to provide services or products
in the smartphone industry in order to create new business opportunities for their
future growth and profitability
There is lots of evidence that the smartphone industry has been rapidly growing For
example according to Gartnerrsquos statistics (2010) there were over 128 billion sets of
mobile phone sold in 2010 per se and the percentage of smartphones accounted for
over 20 of total amount In the meantime the growth of sales of smartphones has
5 25
been over 100 over the past years By 2012 it was estimated that the total sales of
smartphones would be more than those of PCs in the global market In addition the
Gartnerrsquos statistics indicate that by 2014 the total revenues generated from all mobile
devices including smartphones e-books and related services applied on these
devices would be more than US$10 trillion Furthermore by 2015 the total number
of smartphone users would be more than 2 billion based upon the forecasted growth
rate of smartphones and the forecasted declining costs of all kinds of components
From the above it is very obvious that the traditional mobile phones have been
replaced by smartphones in a rapid way Although this trend just started several years
ago when Apple Inc launched its first iPhone in 2007 (wwwapplecom) the speed of
change has convinced the market that the future of mobile phones belongs to
smartphones Accordingly the competition of the industry has become more
complicated and intense because of the emergence of smartphones
23 Changes of leadership in the mobile phone market
There are numerous manufacturers of mobile phones around the world Before 2010
the leading manufacturer of mobile phone is the Nokia According to the Gartnerrsquos
statistics (2010) Nokiarsquos market shares of mobile phones was about 60 of total
global sales during its peak performance Nokia has long been considered as a leader
6 25
in the low-end markets where it has dominant positions and markets are mostly in the
developing countries Despite of its strong positions in those low-end markets
statistics show that Nokiarsquos market shares in those markets have decreased to less
than 30 by 2010
In fact Symbian is Nokiarsquos operating system that has long been used on many
smartphones According to Gartnerrsquos statistics (2010) over 60 of all kinds of
smartphones used the Symbian as their operating systems in the year of 2007 when
the Windows operating system only accounted for about 11 of the total market
shares and the iPhone operating system only about 6 of total amount At the time
Nokia was the true leader in the smartphone industry in which it alone had more than
50 of the market shares all around the world
However Nokia has been losing its leadership position in the smartphone industry
according to Gartnerrsquos statistics (2010) By 2010 there were only about 36 of all
kinds smartphones using its Symbian as the operating system while Googlersquos
Android accounted for about 26 of the total and iPhone accounted for about 16 of
total
When it comes to iPhone it is the first real smartphone launched in the market in
2007 which in fact has great impact on the whole mobile phone industry Applersquos
7 25
iPhone indeed recreates the mobile phone standards in the history It does not only
provide an easy and friendly user environment that allows all to browse internet on
the iPhone but also it has leverage all different systems in the Apple devices and
applications which has namely been called the ecosystem According to Salazar et al
(2010) the key reason why iPhone has great usersrsquo acception and adoption is because
of innovations on iPhone in many ways From a media and digital device provider to a
smartphone provider Apple has an unique ecosystem that includes several platforms
on which iPhone can leverage successfully This has in fact great barrier for other
competitors to follow and react to it (Cusmano 2010) Therefore the launch of
iPhone has indeed taken away many market shares of key players in the industry
including the old time leader ie Nokia
As for Google it has its own unique business model as well which is different from
others It did not enter the smartphone industry until it acquired the operating system
ie Android Since then the Google has successfully entered the smartphone industry
by allowing all software developers to play on the Android system Because the
Android is a open system it has then attracted not only software developers but also
weaker mobile phone manufacturers that have great intention to develop their own
competitive smartphone products which include Samsung With the quick expansion
of Android system the Google rapidly captures the market shares in the smartphone
industry which accounted for about 25 of the total in 2010 With its Android the
8 25
Google has won the confidence of most mobile phone manufacturers around the
world according to the statistics of the Canalys (2010)
3 The importance of marketing management
The marketing guru Philip Kotler has contributed to the development of marketing
management in our modern world According to his early publications the marketing
definition is the human activity directed at satisfying needs and wants through an
exchange process (Kotler 1980) Along with the development of the market and
management theories Kotler and other marketing professionals added more meanings
into the definition of the marketing Marketing is a social managerial process by
which individuals and groups obtain what they need and want through creating and
exchanging products and value with others (Kotler et al 1999)
In fact the American Marketing Association has its own definition of marketing
which considered marketing being ldquoan organisational function and a set of processes
for creating communicating and delivering value to customers and for managing
customer relationships in ways that benefit the organisation and its stakeholdersrdquo
There is no doubt that marketing has long been playing an essential role of developing
all kinds of businesses for all organisations Without proper marketing management
all kinds of businesses would have difficulty in developing effective marketing plans
9 25
implementing their marketing activities to capture more customers and market shares
and eventually helping to improve their business performance in our rapidly-changing
market environment around the world The global market has been changing so
quickly that leads to more uncertainties than ever before In light of this it is very
critical for all kinds of businesses to have effective marketing management in place to
help organisations to respond and react to the ever-changing environment
There are two kinds of environment for all kinds of businesses ie external and
internal environment Both of them can have great impact on all business
organizations the market places where they run businesses and the co-relationship
among all factors (Jobber 2006) In light of this it is very important Thus
understanding environment and using the environment scanning are important
activities for all marketers and organizations Denis A at al (2001) argued that the
marketing environment factors are often referred to as Social Technological
Economic and Political varibles (PEST) In reality the PEST framework for
environmental auditing has been widely used in business work
After analysis the external environment marketers can make decisions and take
relevant approaches to allow organizations to identify and capitalize opportunities
(Kotler et al 1999) Based upon this marketers can then conduct necessary research to
indentify the market segmentations ldquoMarketing research is an essential tool for the
10 25
marketing manager in helping to define and locate market segments and understand
their needs and wantsrdquo (Jobber 2006)
Fill (2009) argues that ldquosegmentation is necessary because a single product is unlikely
to meet the needs of all customers in a mass marketrdquo Thus with proper segmentation
organizations can effectively satisfy targeted customersrsquo needs
After the segmentation process marketers can move forward to utilize the techniques
of marketing mix to carry out the whole marketing activities ldquoFor most physical
goods the marketing mix consists of four elements product price place and
promotion For services the marketing mix can be extended to seven elements with
the addition of people processes and physical evidencerdquo (David Jobber 2006)
Whether marketers can effectively communicate messages to targeted customers or
audience is closely related to the promotion ie the marketing communications
which describe the most important areas of marketing (Pickton amp Hartley 1998) And
the marketing communication mix consists of five communication channels
advertising public relations personal selling direct marketing and sales
promotionFill C (2009)
11 25
With the systematic planning and effective implementation of relevant marketing
techniques marketers can ensure the products or service being successful in the
market
4 Marketing of Samsung
Samsung is one of the largest technology companies in the world founded in 1938 It
has almost 16000 employees in the world and its revenue for exceeds $117 billion in
2009 In the world most countries have Samsung Company Its headquarters are
located in Seoul South Korea Samsung has a big range of home appliances and
consumer electronics The company famous products in the world are TV ldquoGalaxyrdquo
tablet and mobile phones Now Samsung is the biggest mobile phones company in
the world
41 Marketing mix at Samsung
For the definition of marketing communications so far there is still no strict standard
According to Fill (2009) he declares that marketing communications is ldquoa manageme
nt process in which an organization engages with its various audiencesrdquo This include
s various kinds of activities From the view of Egan (2002) he thinks that marketing c
ommunications are ldquothe methods by which the suppliers who provide the goods value
s andor ideas services shows themselves to their target audiences aiming to stimulate
12 25
the dialogue successfully and form a better commercial or other relationshipsrdquo In oth
er words marketing communications are those things which can be transmitted from t
he company to the target audience Fill (2009) once says that there are four major func
tions ndash to differentiate to reinforce to inform and to persuade Selecting the first lette
rs of these four functions we can get DRIP Marketing communications are part of the
marketing mix which consists of Price Place Product and Promotion or the four Ps
According to Fill (2009) they consist of tools media and messages
42 Samsungrsquos message
Message can be defined as a set of symbols words and visual material (pictures
photos) that is sent to the target audience The company (in this case Samsung) could
be a sender as well as its brand name or someone who is advertising their products
(football players celebrities etc) (Kotler 2005) Kotler also argues that a message is
said to be good if it is easy to be understood by the target audience
Samsungrsquos brand main point is ldquoturn on tomorrowrdquo but sometime the company
develop is not follow its brand It stresses on the innovativeness of the companyrsquos
products The old message was ldquoeveryonersquos invitedrdquo but now the company does not
use the old message anymore The company has divided its messages to the target
audience in terms of the product range The main message that is attached to
13 25
Samsungrsquos new Galaxy tablets is ldquoLife without limitsrdquo All other messages regarding
this product range are related to the freedom that they provide In the USA the
message is ldquofeel free to Tabrdquo On the Samsungrsquos YouTube page one can see the same
messages
Samsungrsquos messages are emotional rather than rational That because the nature of the
Samsungrsquos products But there is a little of rational messages like ldquofeaturing a 7rdquo
screenrdquo which are necessary to show the product what the different between other
competitors I think that this type of messages is appropriate to be used If just use
emotional messages the customers may not know what exactly makes Samsungrsquos
products different than the others
43 Advertising at Samsung
Advertising is defined as ldquoany paid form of non-personal communication about an
organization product service or idea by an identified sponsorrdquo Belch amp Belch
(2002) When using advertising the message is normally transmitted via mass media ndash
TV radio newspapers etc A strong feature of advertising is that is can reach many
people sometimes even millions at the same time This is why it is used by large
companies (like Samsung) which aim to reach the mass market The company has
good control over the message and its design but there are almost no opportunities for
14 25
a feedback from the target audience Blythe (2006) argues that advertising has lower
credibility compared to the other marketing communication tools Therefore there is
no warranty that advertising will make the customers to buy the particular product or
service But it is an excellent tool for informing the target audience It is the most
expensive tool but has lowest price per customer reached Companies still spend
millions on advertising each year
Samsungrsquos advertisements are mainly emotional stressing the freedom that the
products provide but have a rational element stressing on their functionality Same
product carries the same type of information but stresses on the innovative technical
features (Google Maps with voice search etc) which explain why it is alleged to be
ldquothe best Android based smartphone in the worldrdquo
44 Sales promotion at Samsung
Belch amp Belch (2002) define sales promotion as ldquothose marketing activities that
provide extra value or incentives to the sales force the distributors or the ultimate
consumer and can stimulate immediate salesrdquo They key word here is ldquoimmediaterdquo
customers are inclined to act here and now Sales promotionsrsquo aim is to achieve short-
term increase in sales Baker (2007) argues that their credibility is at medium level
and the message is well controlled It is important for the sales promotion to continue
15 25
for a short period of time If it continues too long the customers may assume the
discounted price as a normal one and to postpone their buying decision until next
promotion
You can find all Samsung promotions on their website The customer can change the
country of residence to see the local promotions But the sites are different Due to
nature of the products the vast majority of sales promotions are of a lottery type where
there a big prize is won In my opinion the company uses this way not because to
increase its short-term sales but to increase the brand awareness and increase new
subscribers that who e-mail addresses will be used for direct marketing purposes
45 Social media at Samsung
Social media is a new phenomenon it develops speed very fast and more and more
important for the companyrsquos marketing communication The most powerful feature of
social networking is that it allows the customers and the company to into a dialogue
Word-of-Mouth that is spread around the social networks is another advantage
Samsung uses social media for both engaging with its customers and advertising It
has several Facebook pages divided by country and by product Galaxy product range
has fan pages but other products do not Similarly Samsung has fan pages in many
countries In my opinion Samsung still have many things can do by social media
16 25
5 Conclusion
Over the years all kinds of organisations have been undertaking varies of marketing
activities in order to increase their competitiveness in the market which allows them
to sustain their market shares and achieve organisational goals in the business world
Along with the development of mobile phone internet and personal computing
devices a new internet world emerges ie mobile internet In light of this there is a
new name for mobile phones that can effectively access to the internet ie
Smartphone
About the definition of IMC still no common agreement exist (Kim et al 2004) Som
e scholars think that IMC is a new concept while for others they support that the idea
of IMC is not new but just a more efficient way to manage the marketing communicat
ion tools (Kitchen amp Schultz 2009) In order to convey the messages clearly it is nec
essary for the customers to see and hear the same message This could be achieved onl
y if the different marketing communication tools support each-other
As we all know the company of Samsung owns more than $117 billion revenue in 20
11 with global technology (wwwsamsungcom) so much evidence about the integrati
on of the different communication tools could be found First the logo and the key me
ssages are globally standardized The Galaxy S tablet message is similar ndash ldquofreedomrdquo
17 25
ldquolive without limitsrdquo Other similar messages related to the feeling of being free are al
so attached to Galaxy S tablet worldwide
There is also a powerful integration between the different marketing communication t
ools and media For example integration between traditional and online media In ma
ny countries all sales promotions are integrated with direct marketing ndash customers are
required to provide their basic details and e-mails Social media is also very well integ
rated with sales promotions Print adverts are also integrated with sales promotion and
direct to the Samsung website
In an company such as Samsung the main thing creating difficulties is its size It is dif
ficult to co-ordinate the marketing activities in a company with nearly 160 000 emplo
yees Samsung has several official websites ndash the main site (Samsungcom) a site dev
oted only to mobile phone users in specific countries This could lead to confusion for
the customer and currently Samsung is merging these local sites with its global websit
e
18 25
References
Wall Street Journal (2009) Motorola Executive Helped spur Cellphone Revolution
Wall Street Journal 20ndash21 June 2009 p A10
Funk J 2001 The mobile Internet How Japan dialed up and the West disconnected
Pembroke Bermuda ISI Publications
19 25
Apple 2010 ldquoiPhone Developer Program License Agreementrdquo
httpwwwefforgfiles20100302_iphone_dev_agrpdf
Cusumano Michael 2010 ldquoTechnology Strategy and Management The Evolution of
Platform Thinkingrdquo Communications of the ACM 53 (1) 32-34
Martinez Salazar and Marco Martinez 2010 ldquoThe Mobile Phone User Identifying
Top Mobile Applicationsrdquo (April 1 2010) Available at SSRN
httpssrncomabstract=1691210
P Kotler (1980) Marketing Management 3th Edition Published by Prentice
Kotler P Armstrong G Saunders J And Wong V (1999) Principles of Marketing
2nd European edn Pretice- Hall
Denis Adcock Al Halborg and Caroline Ross(2001) Marketing Principles and
Practice 4th edn published by FT Prentice Hall
C Fill (2009) Marketing communications 5th edition Pearson Education
P Kotler (2009) Marketing Management European edition FT Prentice Hall
20 25
Ries A and trout J (1981) Positioning the Battle for Your Mind McGraw- Hall
David Jobber (2006) Principles and Practice of Marketing 6th edn published by
McGraw-Hill
Anderson PH 2001 Relationship development and marketing communication An
integrative model The Journal of Business and Industrial
Pickton D amp Hartley B (1998) Measuring integration an assessment of the quality
of integrated marketing communications International Journal of Advertising
D Schultz amp C Patti (2009) The evolution of IMC IMC in a customer-driven
marketplace Journal of Marketing Communications Vol 15 Nos 2ndash3 AprilndashJuly
2009 pp 75ndash84
L Percy (2008) Strategic integrated marketing communication theory and practice
Butterworth Heinemann
F Brassington amp S Pettitt (2007) Essentials of Marketing second edn FT Prentice
Hall
Spreng RA and Mackoy RD (1996) An empirical examination of a model of
21 25
perceived service quality and satisfaction Journal of Retailing Vol 72 pp 201-14
Shemwell DJ Yavas U and Bilgin Z 11130881998) ``Customer-service provider
relationships an empirical test of a model of service quality satisfaction and
relationship oriented outcome International Journal of Service Industry
Management Vol 9 pp 155-68
Newman K and Pyne T (1996) Quality matters junior doctorsrsquo perceptions
Journal of Management in Medicine Vol 10 No 4 pp 12-23
Morrison J(2006) The International Business Environment 2nd edition Published
by Palgrave MacMillan
Baker J (2007) Marketing strategy and management Publisher Palgrave Macmillan
Blythe J (2006) Marketing Published by SAGE
Egan J (2007) Marketing communications Published by Thomson Learning
Finne amp Gronroos (2009) ldquoRethinking marketing communication From integrated
marketing communication to relationship communicationrdquo Journal of Marketing
Communications Vol 15 Nos 2ndash3 AprilndashJuly 2009 179ndash195
22 25
Kotler P et al (2005) Principles of marketing 4th edition Publisher Pearson
Education
London Butterworth-Heinemann
Kotler P (2003) Marketing management 11th edition Publisher Pearson Education
Kim I Han D amp Schultz D (2004) ldquoUnderstanding the Diffusion of Integrated
Marketing Communicationsrdquo Journal of Advertising Research March 2004 pp 31-45
Kitchen P amp Schultz D (2009) ldquoIMC New horizonfalse dawn for a marketplace in
turmoilrdquo Journal of Marketing Communications Vol 15 Nos 2ndash3 AprilndashJuly
2009 197ndash204
Pickton D amp Broderick A (2005) Integrated Marketing Communications 2nd edition
Publisher Pearson Education
Russell E The fundamentals of marketing Publisher AVA Academia
httpnewscnetcom
23 25
httpwwwecirclecom
httpwwwyoutubecom
httpchroniclingamericalocgovlccnsn850424621906-05-21ed-1seq-7
httpwwwmsnbcmsncomid7432915nstechnology_and_science-wirelesstfirst-
cell-phone-true-brickT2o-y3mP5JE
httpwwwumtsworldcomumtshistoryhtm
Mobile market httpwwwgartnercomitpagejspid=1455314
httpwwwsamsungcom
24 25
marketing techniques to improve market shares profitability and sustainability of
Samsung At the end there is a conclusion section to summarise the whole report
2 Dynamics and trends of mobile phone market
21 Development of mobile phones
In our real life mobile phone have quite a long history since the first mobile phone
was invented in early 1900rsquos
(httpchroniclingamericalocgovlccnsn850424621906-05-21ed-1seq-7) Despite
of the early invention of mobile phone the commercial used mobile phone did not
become our daily usage until 1970rsquos when Motorolarsquos researchers started developing
the first hand-held mobile phone that can be used on a cellular network (Wall Street
Journal 2009) In light of this it is easy for us to understand that the traditional mobile
phone industry consists two key sections one is the mobile hand-held phone and the
other is the operating network on which the mobile phones can be used
Hence the development of the mobile network has been growing since 1970s and the
first commercial used network was launched by NTT in Japan in 1979
(httpwwwnttcojpindex_ehtml) Since then more countries have launched their
mobile networks such as Denmark Finland Norway and so on In the meantime the
first generation network was developed and used in 1983 This is the so called 1G
3 25
network on which the oldest cellular phone was operated
(httpwwwmsnbcmsncomid7432915nstechnology_and_science-wirelesstfirst-
cell-phone-true-brickT2o-y3mP5JE)
Along with the high demand of the mobile phone market the 2G (second generation)
network technology was launched in Finland in 1991 After ten years the 3G (third
generation) was launched in Japan (httpwwwumtsworldcomumtshistoryhtm)
With the rapid development of the new generation mobile technology the competition
of mobile phone industry has become more intense Both network operators and
mobile phone manufacturers have been investing huge amount of money to develop
new and advanced products to capture more users so that they can be profitable and
sustainable in their businesses
In recent years after the launch of 3G technology and 3G mobile phones it is very
obvious that new generation technology will be necessary for the huge growing
demand for higher speed of data transfer and more applications on the mobile phones
In the meantime the mobile phone manufacturers have also launched new series of
mobile phones to satisfy growing demand of more consumers Thus the mobile phone
industry has been developing very rapidly
22 Emergence of smartphones
4 25
Along with the development of mobile phone internet and personal computing
devices a new internet world emerges ie mobile internet (Funk 2001) In light of
this there is a new name for mobile phones that can effectively access to the internet
ie Smartphone Nowadays smartphones can not only provide users to use traditional
wireless voice talk but also allow them to access to the internet and use varied kinds
of software applications which is very important feature of smartphones that
differentiate themselves from traditional mobile phones
Because of the development of smartphones the whole industry has been changed
rapidly and has attracted great attention of all kinds of business players related to this
industry which includes mobile phone manufacturers internet service firms personal
computing device manufacturers and so on In light of this the smartphone actually
forms a new way of competition in the mobile phone industry Nowadays many
companies have believed that it is important for them to provide services or products
in the smartphone industry in order to create new business opportunities for their
future growth and profitability
There is lots of evidence that the smartphone industry has been rapidly growing For
example according to Gartnerrsquos statistics (2010) there were over 128 billion sets of
mobile phone sold in 2010 per se and the percentage of smartphones accounted for
over 20 of total amount In the meantime the growth of sales of smartphones has
5 25
been over 100 over the past years By 2012 it was estimated that the total sales of
smartphones would be more than those of PCs in the global market In addition the
Gartnerrsquos statistics indicate that by 2014 the total revenues generated from all mobile
devices including smartphones e-books and related services applied on these
devices would be more than US$10 trillion Furthermore by 2015 the total number
of smartphone users would be more than 2 billion based upon the forecasted growth
rate of smartphones and the forecasted declining costs of all kinds of components
From the above it is very obvious that the traditional mobile phones have been
replaced by smartphones in a rapid way Although this trend just started several years
ago when Apple Inc launched its first iPhone in 2007 (wwwapplecom) the speed of
change has convinced the market that the future of mobile phones belongs to
smartphones Accordingly the competition of the industry has become more
complicated and intense because of the emergence of smartphones
23 Changes of leadership in the mobile phone market
There are numerous manufacturers of mobile phones around the world Before 2010
the leading manufacturer of mobile phone is the Nokia According to the Gartnerrsquos
statistics (2010) Nokiarsquos market shares of mobile phones was about 60 of total
global sales during its peak performance Nokia has long been considered as a leader
6 25
in the low-end markets where it has dominant positions and markets are mostly in the
developing countries Despite of its strong positions in those low-end markets
statistics show that Nokiarsquos market shares in those markets have decreased to less
than 30 by 2010
In fact Symbian is Nokiarsquos operating system that has long been used on many
smartphones According to Gartnerrsquos statistics (2010) over 60 of all kinds of
smartphones used the Symbian as their operating systems in the year of 2007 when
the Windows operating system only accounted for about 11 of the total market
shares and the iPhone operating system only about 6 of total amount At the time
Nokia was the true leader in the smartphone industry in which it alone had more than
50 of the market shares all around the world
However Nokia has been losing its leadership position in the smartphone industry
according to Gartnerrsquos statistics (2010) By 2010 there were only about 36 of all
kinds smartphones using its Symbian as the operating system while Googlersquos
Android accounted for about 26 of the total and iPhone accounted for about 16 of
total
When it comes to iPhone it is the first real smartphone launched in the market in
2007 which in fact has great impact on the whole mobile phone industry Applersquos
7 25
iPhone indeed recreates the mobile phone standards in the history It does not only
provide an easy and friendly user environment that allows all to browse internet on
the iPhone but also it has leverage all different systems in the Apple devices and
applications which has namely been called the ecosystem According to Salazar et al
(2010) the key reason why iPhone has great usersrsquo acception and adoption is because
of innovations on iPhone in many ways From a media and digital device provider to a
smartphone provider Apple has an unique ecosystem that includes several platforms
on which iPhone can leverage successfully This has in fact great barrier for other
competitors to follow and react to it (Cusmano 2010) Therefore the launch of
iPhone has indeed taken away many market shares of key players in the industry
including the old time leader ie Nokia
As for Google it has its own unique business model as well which is different from
others It did not enter the smartphone industry until it acquired the operating system
ie Android Since then the Google has successfully entered the smartphone industry
by allowing all software developers to play on the Android system Because the
Android is a open system it has then attracted not only software developers but also
weaker mobile phone manufacturers that have great intention to develop their own
competitive smartphone products which include Samsung With the quick expansion
of Android system the Google rapidly captures the market shares in the smartphone
industry which accounted for about 25 of the total in 2010 With its Android the
8 25
Google has won the confidence of most mobile phone manufacturers around the
world according to the statistics of the Canalys (2010)
3 The importance of marketing management
The marketing guru Philip Kotler has contributed to the development of marketing
management in our modern world According to his early publications the marketing
definition is the human activity directed at satisfying needs and wants through an
exchange process (Kotler 1980) Along with the development of the market and
management theories Kotler and other marketing professionals added more meanings
into the definition of the marketing Marketing is a social managerial process by
which individuals and groups obtain what they need and want through creating and
exchanging products and value with others (Kotler et al 1999)
In fact the American Marketing Association has its own definition of marketing
which considered marketing being ldquoan organisational function and a set of processes
for creating communicating and delivering value to customers and for managing
customer relationships in ways that benefit the organisation and its stakeholdersrdquo
There is no doubt that marketing has long been playing an essential role of developing
all kinds of businesses for all organisations Without proper marketing management
all kinds of businesses would have difficulty in developing effective marketing plans
9 25
implementing their marketing activities to capture more customers and market shares
and eventually helping to improve their business performance in our rapidly-changing
market environment around the world The global market has been changing so
quickly that leads to more uncertainties than ever before In light of this it is very
critical for all kinds of businesses to have effective marketing management in place to
help organisations to respond and react to the ever-changing environment
There are two kinds of environment for all kinds of businesses ie external and
internal environment Both of them can have great impact on all business
organizations the market places where they run businesses and the co-relationship
among all factors (Jobber 2006) In light of this it is very important Thus
understanding environment and using the environment scanning are important
activities for all marketers and organizations Denis A at al (2001) argued that the
marketing environment factors are often referred to as Social Technological
Economic and Political varibles (PEST) In reality the PEST framework for
environmental auditing has been widely used in business work
After analysis the external environment marketers can make decisions and take
relevant approaches to allow organizations to identify and capitalize opportunities
(Kotler et al 1999) Based upon this marketers can then conduct necessary research to
indentify the market segmentations ldquoMarketing research is an essential tool for the
10 25
marketing manager in helping to define and locate market segments and understand
their needs and wantsrdquo (Jobber 2006)
Fill (2009) argues that ldquosegmentation is necessary because a single product is unlikely
to meet the needs of all customers in a mass marketrdquo Thus with proper segmentation
organizations can effectively satisfy targeted customersrsquo needs
After the segmentation process marketers can move forward to utilize the techniques
of marketing mix to carry out the whole marketing activities ldquoFor most physical
goods the marketing mix consists of four elements product price place and
promotion For services the marketing mix can be extended to seven elements with
the addition of people processes and physical evidencerdquo (David Jobber 2006)
Whether marketers can effectively communicate messages to targeted customers or
audience is closely related to the promotion ie the marketing communications
which describe the most important areas of marketing (Pickton amp Hartley 1998) And
the marketing communication mix consists of five communication channels
advertising public relations personal selling direct marketing and sales
promotionFill C (2009)
11 25
With the systematic planning and effective implementation of relevant marketing
techniques marketers can ensure the products or service being successful in the
market
4 Marketing of Samsung
Samsung is one of the largest technology companies in the world founded in 1938 It
has almost 16000 employees in the world and its revenue for exceeds $117 billion in
2009 In the world most countries have Samsung Company Its headquarters are
located in Seoul South Korea Samsung has a big range of home appliances and
consumer electronics The company famous products in the world are TV ldquoGalaxyrdquo
tablet and mobile phones Now Samsung is the biggest mobile phones company in
the world
41 Marketing mix at Samsung
For the definition of marketing communications so far there is still no strict standard
According to Fill (2009) he declares that marketing communications is ldquoa manageme
nt process in which an organization engages with its various audiencesrdquo This include
s various kinds of activities From the view of Egan (2002) he thinks that marketing c
ommunications are ldquothe methods by which the suppliers who provide the goods value
s andor ideas services shows themselves to their target audiences aiming to stimulate
12 25
the dialogue successfully and form a better commercial or other relationshipsrdquo In oth
er words marketing communications are those things which can be transmitted from t
he company to the target audience Fill (2009) once says that there are four major func
tions ndash to differentiate to reinforce to inform and to persuade Selecting the first lette
rs of these four functions we can get DRIP Marketing communications are part of the
marketing mix which consists of Price Place Product and Promotion or the four Ps
According to Fill (2009) they consist of tools media and messages
42 Samsungrsquos message
Message can be defined as a set of symbols words and visual material (pictures
photos) that is sent to the target audience The company (in this case Samsung) could
be a sender as well as its brand name or someone who is advertising their products
(football players celebrities etc) (Kotler 2005) Kotler also argues that a message is
said to be good if it is easy to be understood by the target audience
Samsungrsquos brand main point is ldquoturn on tomorrowrdquo but sometime the company
develop is not follow its brand It stresses on the innovativeness of the companyrsquos
products The old message was ldquoeveryonersquos invitedrdquo but now the company does not
use the old message anymore The company has divided its messages to the target
audience in terms of the product range The main message that is attached to
13 25
Samsungrsquos new Galaxy tablets is ldquoLife without limitsrdquo All other messages regarding
this product range are related to the freedom that they provide In the USA the
message is ldquofeel free to Tabrdquo On the Samsungrsquos YouTube page one can see the same
messages
Samsungrsquos messages are emotional rather than rational That because the nature of the
Samsungrsquos products But there is a little of rational messages like ldquofeaturing a 7rdquo
screenrdquo which are necessary to show the product what the different between other
competitors I think that this type of messages is appropriate to be used If just use
emotional messages the customers may not know what exactly makes Samsungrsquos
products different than the others
43 Advertising at Samsung
Advertising is defined as ldquoany paid form of non-personal communication about an
organization product service or idea by an identified sponsorrdquo Belch amp Belch
(2002) When using advertising the message is normally transmitted via mass media ndash
TV radio newspapers etc A strong feature of advertising is that is can reach many
people sometimes even millions at the same time This is why it is used by large
companies (like Samsung) which aim to reach the mass market The company has
good control over the message and its design but there are almost no opportunities for
14 25
a feedback from the target audience Blythe (2006) argues that advertising has lower
credibility compared to the other marketing communication tools Therefore there is
no warranty that advertising will make the customers to buy the particular product or
service But it is an excellent tool for informing the target audience It is the most
expensive tool but has lowest price per customer reached Companies still spend
millions on advertising each year
Samsungrsquos advertisements are mainly emotional stressing the freedom that the
products provide but have a rational element stressing on their functionality Same
product carries the same type of information but stresses on the innovative technical
features (Google Maps with voice search etc) which explain why it is alleged to be
ldquothe best Android based smartphone in the worldrdquo
44 Sales promotion at Samsung
Belch amp Belch (2002) define sales promotion as ldquothose marketing activities that
provide extra value or incentives to the sales force the distributors or the ultimate
consumer and can stimulate immediate salesrdquo They key word here is ldquoimmediaterdquo
customers are inclined to act here and now Sales promotionsrsquo aim is to achieve short-
term increase in sales Baker (2007) argues that their credibility is at medium level
and the message is well controlled It is important for the sales promotion to continue
15 25
for a short period of time If it continues too long the customers may assume the
discounted price as a normal one and to postpone their buying decision until next
promotion
You can find all Samsung promotions on their website The customer can change the
country of residence to see the local promotions But the sites are different Due to
nature of the products the vast majority of sales promotions are of a lottery type where
there a big prize is won In my opinion the company uses this way not because to
increase its short-term sales but to increase the brand awareness and increase new
subscribers that who e-mail addresses will be used for direct marketing purposes
45 Social media at Samsung
Social media is a new phenomenon it develops speed very fast and more and more
important for the companyrsquos marketing communication The most powerful feature of
social networking is that it allows the customers and the company to into a dialogue
Word-of-Mouth that is spread around the social networks is another advantage
Samsung uses social media for both engaging with its customers and advertising It
has several Facebook pages divided by country and by product Galaxy product range
has fan pages but other products do not Similarly Samsung has fan pages in many
countries In my opinion Samsung still have many things can do by social media
16 25
5 Conclusion
Over the years all kinds of organisations have been undertaking varies of marketing
activities in order to increase their competitiveness in the market which allows them
to sustain their market shares and achieve organisational goals in the business world
Along with the development of mobile phone internet and personal computing
devices a new internet world emerges ie mobile internet In light of this there is a
new name for mobile phones that can effectively access to the internet ie
Smartphone
About the definition of IMC still no common agreement exist (Kim et al 2004) Som
e scholars think that IMC is a new concept while for others they support that the idea
of IMC is not new but just a more efficient way to manage the marketing communicat
ion tools (Kitchen amp Schultz 2009) In order to convey the messages clearly it is nec
essary for the customers to see and hear the same message This could be achieved onl
y if the different marketing communication tools support each-other
As we all know the company of Samsung owns more than $117 billion revenue in 20
11 with global technology (wwwsamsungcom) so much evidence about the integrati
on of the different communication tools could be found First the logo and the key me
ssages are globally standardized The Galaxy S tablet message is similar ndash ldquofreedomrdquo
17 25
ldquolive without limitsrdquo Other similar messages related to the feeling of being free are al
so attached to Galaxy S tablet worldwide
There is also a powerful integration between the different marketing communication t
ools and media For example integration between traditional and online media In ma
ny countries all sales promotions are integrated with direct marketing ndash customers are
required to provide their basic details and e-mails Social media is also very well integ
rated with sales promotions Print adverts are also integrated with sales promotion and
direct to the Samsung website
In an company such as Samsung the main thing creating difficulties is its size It is dif
ficult to co-ordinate the marketing activities in a company with nearly 160 000 emplo
yees Samsung has several official websites ndash the main site (Samsungcom) a site dev
oted only to mobile phone users in specific countries This could lead to confusion for
the customer and currently Samsung is merging these local sites with its global websit
e
18 25
References
Wall Street Journal (2009) Motorola Executive Helped spur Cellphone Revolution
Wall Street Journal 20ndash21 June 2009 p A10
Funk J 2001 The mobile Internet How Japan dialed up and the West disconnected
Pembroke Bermuda ISI Publications
19 25
Apple 2010 ldquoiPhone Developer Program License Agreementrdquo
httpwwwefforgfiles20100302_iphone_dev_agrpdf
Cusumano Michael 2010 ldquoTechnology Strategy and Management The Evolution of
Platform Thinkingrdquo Communications of the ACM 53 (1) 32-34
Martinez Salazar and Marco Martinez 2010 ldquoThe Mobile Phone User Identifying
Top Mobile Applicationsrdquo (April 1 2010) Available at SSRN
httpssrncomabstract=1691210
P Kotler (1980) Marketing Management 3th Edition Published by Prentice
Kotler P Armstrong G Saunders J And Wong V (1999) Principles of Marketing
2nd European edn Pretice- Hall
Denis Adcock Al Halborg and Caroline Ross(2001) Marketing Principles and
Practice 4th edn published by FT Prentice Hall
C Fill (2009) Marketing communications 5th edition Pearson Education
P Kotler (2009) Marketing Management European edition FT Prentice Hall
20 25
Ries A and trout J (1981) Positioning the Battle for Your Mind McGraw- Hall
David Jobber (2006) Principles and Practice of Marketing 6th edn published by
McGraw-Hill
Anderson PH 2001 Relationship development and marketing communication An
integrative model The Journal of Business and Industrial
Pickton D amp Hartley B (1998) Measuring integration an assessment of the quality
of integrated marketing communications International Journal of Advertising
D Schultz amp C Patti (2009) The evolution of IMC IMC in a customer-driven
marketplace Journal of Marketing Communications Vol 15 Nos 2ndash3 AprilndashJuly
2009 pp 75ndash84
L Percy (2008) Strategic integrated marketing communication theory and practice
Butterworth Heinemann
F Brassington amp S Pettitt (2007) Essentials of Marketing second edn FT Prentice
Hall
Spreng RA and Mackoy RD (1996) An empirical examination of a model of
21 25
perceived service quality and satisfaction Journal of Retailing Vol 72 pp 201-14
Shemwell DJ Yavas U and Bilgin Z 11130881998) ``Customer-service provider
relationships an empirical test of a model of service quality satisfaction and
relationship oriented outcome International Journal of Service Industry
Management Vol 9 pp 155-68
Newman K and Pyne T (1996) Quality matters junior doctorsrsquo perceptions
Journal of Management in Medicine Vol 10 No 4 pp 12-23
Morrison J(2006) The International Business Environment 2nd edition Published
by Palgrave MacMillan
Baker J (2007) Marketing strategy and management Publisher Palgrave Macmillan
Blythe J (2006) Marketing Published by SAGE
Egan J (2007) Marketing communications Published by Thomson Learning
Finne amp Gronroos (2009) ldquoRethinking marketing communication From integrated
marketing communication to relationship communicationrdquo Journal of Marketing
Communications Vol 15 Nos 2ndash3 AprilndashJuly 2009 179ndash195
22 25
Kotler P et al (2005) Principles of marketing 4th edition Publisher Pearson
Education
London Butterworth-Heinemann
Kotler P (2003) Marketing management 11th edition Publisher Pearson Education
Kim I Han D amp Schultz D (2004) ldquoUnderstanding the Diffusion of Integrated
Marketing Communicationsrdquo Journal of Advertising Research March 2004 pp 31-45
Kitchen P amp Schultz D (2009) ldquoIMC New horizonfalse dawn for a marketplace in
turmoilrdquo Journal of Marketing Communications Vol 15 Nos 2ndash3 AprilndashJuly
2009 197ndash204
Pickton D amp Broderick A (2005) Integrated Marketing Communications 2nd edition
Publisher Pearson Education
Russell E The fundamentals of marketing Publisher AVA Academia
httpnewscnetcom
23 25
httpwwwecirclecom
httpwwwyoutubecom
httpchroniclingamericalocgovlccnsn850424621906-05-21ed-1seq-7
httpwwwmsnbcmsncomid7432915nstechnology_and_science-wirelesstfirst-
cell-phone-true-brickT2o-y3mP5JE
httpwwwumtsworldcomumtshistoryhtm
Mobile market httpwwwgartnercomitpagejspid=1455314
httpwwwsamsungcom
24 25
network on which the oldest cellular phone was operated
(httpwwwmsnbcmsncomid7432915nstechnology_and_science-wirelesstfirst-
cell-phone-true-brickT2o-y3mP5JE)
Along with the high demand of the mobile phone market the 2G (second generation)
network technology was launched in Finland in 1991 After ten years the 3G (third
generation) was launched in Japan (httpwwwumtsworldcomumtshistoryhtm)
With the rapid development of the new generation mobile technology the competition
of mobile phone industry has become more intense Both network operators and
mobile phone manufacturers have been investing huge amount of money to develop
new and advanced products to capture more users so that they can be profitable and
sustainable in their businesses
In recent years after the launch of 3G technology and 3G mobile phones it is very
obvious that new generation technology will be necessary for the huge growing
demand for higher speed of data transfer and more applications on the mobile phones
In the meantime the mobile phone manufacturers have also launched new series of
mobile phones to satisfy growing demand of more consumers Thus the mobile phone
industry has been developing very rapidly
22 Emergence of smartphones
4 25
Along with the development of mobile phone internet and personal computing
devices a new internet world emerges ie mobile internet (Funk 2001) In light of
this there is a new name for mobile phones that can effectively access to the internet
ie Smartphone Nowadays smartphones can not only provide users to use traditional
wireless voice talk but also allow them to access to the internet and use varied kinds
of software applications which is very important feature of smartphones that
differentiate themselves from traditional mobile phones
Because of the development of smartphones the whole industry has been changed
rapidly and has attracted great attention of all kinds of business players related to this
industry which includes mobile phone manufacturers internet service firms personal
computing device manufacturers and so on In light of this the smartphone actually
forms a new way of competition in the mobile phone industry Nowadays many
companies have believed that it is important for them to provide services or products
in the smartphone industry in order to create new business opportunities for their
future growth and profitability
There is lots of evidence that the smartphone industry has been rapidly growing For
example according to Gartnerrsquos statistics (2010) there were over 128 billion sets of
mobile phone sold in 2010 per se and the percentage of smartphones accounted for
over 20 of total amount In the meantime the growth of sales of smartphones has
5 25
been over 100 over the past years By 2012 it was estimated that the total sales of
smartphones would be more than those of PCs in the global market In addition the
Gartnerrsquos statistics indicate that by 2014 the total revenues generated from all mobile
devices including smartphones e-books and related services applied on these
devices would be more than US$10 trillion Furthermore by 2015 the total number
of smartphone users would be more than 2 billion based upon the forecasted growth
rate of smartphones and the forecasted declining costs of all kinds of components
From the above it is very obvious that the traditional mobile phones have been
replaced by smartphones in a rapid way Although this trend just started several years
ago when Apple Inc launched its first iPhone in 2007 (wwwapplecom) the speed of
change has convinced the market that the future of mobile phones belongs to
smartphones Accordingly the competition of the industry has become more
complicated and intense because of the emergence of smartphones
23 Changes of leadership in the mobile phone market
There are numerous manufacturers of mobile phones around the world Before 2010
the leading manufacturer of mobile phone is the Nokia According to the Gartnerrsquos
statistics (2010) Nokiarsquos market shares of mobile phones was about 60 of total
global sales during its peak performance Nokia has long been considered as a leader
6 25
in the low-end markets where it has dominant positions and markets are mostly in the
developing countries Despite of its strong positions in those low-end markets
statistics show that Nokiarsquos market shares in those markets have decreased to less
than 30 by 2010
In fact Symbian is Nokiarsquos operating system that has long been used on many
smartphones According to Gartnerrsquos statistics (2010) over 60 of all kinds of
smartphones used the Symbian as their operating systems in the year of 2007 when
the Windows operating system only accounted for about 11 of the total market
shares and the iPhone operating system only about 6 of total amount At the time
Nokia was the true leader in the smartphone industry in which it alone had more than
50 of the market shares all around the world
However Nokia has been losing its leadership position in the smartphone industry
according to Gartnerrsquos statistics (2010) By 2010 there were only about 36 of all
kinds smartphones using its Symbian as the operating system while Googlersquos
Android accounted for about 26 of the total and iPhone accounted for about 16 of
total
When it comes to iPhone it is the first real smartphone launched in the market in
2007 which in fact has great impact on the whole mobile phone industry Applersquos
7 25
iPhone indeed recreates the mobile phone standards in the history It does not only
provide an easy and friendly user environment that allows all to browse internet on
the iPhone but also it has leverage all different systems in the Apple devices and
applications which has namely been called the ecosystem According to Salazar et al
(2010) the key reason why iPhone has great usersrsquo acception and adoption is because
of innovations on iPhone in many ways From a media and digital device provider to a
smartphone provider Apple has an unique ecosystem that includes several platforms
on which iPhone can leverage successfully This has in fact great barrier for other
competitors to follow and react to it (Cusmano 2010) Therefore the launch of
iPhone has indeed taken away many market shares of key players in the industry
including the old time leader ie Nokia
As for Google it has its own unique business model as well which is different from
others It did not enter the smartphone industry until it acquired the operating system
ie Android Since then the Google has successfully entered the smartphone industry
by allowing all software developers to play on the Android system Because the
Android is a open system it has then attracted not only software developers but also
weaker mobile phone manufacturers that have great intention to develop their own
competitive smartphone products which include Samsung With the quick expansion
of Android system the Google rapidly captures the market shares in the smartphone
industry which accounted for about 25 of the total in 2010 With its Android the
8 25
Google has won the confidence of most mobile phone manufacturers around the
world according to the statistics of the Canalys (2010)
3 The importance of marketing management
The marketing guru Philip Kotler has contributed to the development of marketing
management in our modern world According to his early publications the marketing
definition is the human activity directed at satisfying needs and wants through an
exchange process (Kotler 1980) Along with the development of the market and
management theories Kotler and other marketing professionals added more meanings
into the definition of the marketing Marketing is a social managerial process by
which individuals and groups obtain what they need and want through creating and
exchanging products and value with others (Kotler et al 1999)
In fact the American Marketing Association has its own definition of marketing
which considered marketing being ldquoan organisational function and a set of processes
for creating communicating and delivering value to customers and for managing
customer relationships in ways that benefit the organisation and its stakeholdersrdquo
There is no doubt that marketing has long been playing an essential role of developing
all kinds of businesses for all organisations Without proper marketing management
all kinds of businesses would have difficulty in developing effective marketing plans
9 25
implementing their marketing activities to capture more customers and market shares
and eventually helping to improve their business performance in our rapidly-changing
market environment around the world The global market has been changing so
quickly that leads to more uncertainties than ever before In light of this it is very
critical for all kinds of businesses to have effective marketing management in place to
help organisations to respond and react to the ever-changing environment
There are two kinds of environment for all kinds of businesses ie external and
internal environment Both of them can have great impact on all business
organizations the market places where they run businesses and the co-relationship
among all factors (Jobber 2006) In light of this it is very important Thus
understanding environment and using the environment scanning are important
activities for all marketers and organizations Denis A at al (2001) argued that the
marketing environment factors are often referred to as Social Technological
Economic and Political varibles (PEST) In reality the PEST framework for
environmental auditing has been widely used in business work
After analysis the external environment marketers can make decisions and take
relevant approaches to allow organizations to identify and capitalize opportunities
(Kotler et al 1999) Based upon this marketers can then conduct necessary research to
indentify the market segmentations ldquoMarketing research is an essential tool for the
10 25
marketing manager in helping to define and locate market segments and understand
their needs and wantsrdquo (Jobber 2006)
Fill (2009) argues that ldquosegmentation is necessary because a single product is unlikely
to meet the needs of all customers in a mass marketrdquo Thus with proper segmentation
organizations can effectively satisfy targeted customersrsquo needs
After the segmentation process marketers can move forward to utilize the techniques
of marketing mix to carry out the whole marketing activities ldquoFor most physical
goods the marketing mix consists of four elements product price place and
promotion For services the marketing mix can be extended to seven elements with
the addition of people processes and physical evidencerdquo (David Jobber 2006)
Whether marketers can effectively communicate messages to targeted customers or
audience is closely related to the promotion ie the marketing communications
which describe the most important areas of marketing (Pickton amp Hartley 1998) And
the marketing communication mix consists of five communication channels
advertising public relations personal selling direct marketing and sales
promotionFill C (2009)
11 25
With the systematic planning and effective implementation of relevant marketing
techniques marketers can ensure the products or service being successful in the
market
4 Marketing of Samsung
Samsung is one of the largest technology companies in the world founded in 1938 It
has almost 16000 employees in the world and its revenue for exceeds $117 billion in
2009 In the world most countries have Samsung Company Its headquarters are
located in Seoul South Korea Samsung has a big range of home appliances and
consumer electronics The company famous products in the world are TV ldquoGalaxyrdquo
tablet and mobile phones Now Samsung is the biggest mobile phones company in
the world
41 Marketing mix at Samsung
For the definition of marketing communications so far there is still no strict standard
According to Fill (2009) he declares that marketing communications is ldquoa manageme
nt process in which an organization engages with its various audiencesrdquo This include
s various kinds of activities From the view of Egan (2002) he thinks that marketing c
ommunications are ldquothe methods by which the suppliers who provide the goods value
s andor ideas services shows themselves to their target audiences aiming to stimulate
12 25
the dialogue successfully and form a better commercial or other relationshipsrdquo In oth
er words marketing communications are those things which can be transmitted from t
he company to the target audience Fill (2009) once says that there are four major func
tions ndash to differentiate to reinforce to inform and to persuade Selecting the first lette
rs of these four functions we can get DRIP Marketing communications are part of the
marketing mix which consists of Price Place Product and Promotion or the four Ps
According to Fill (2009) they consist of tools media and messages
42 Samsungrsquos message
Message can be defined as a set of symbols words and visual material (pictures
photos) that is sent to the target audience The company (in this case Samsung) could
be a sender as well as its brand name or someone who is advertising their products
(football players celebrities etc) (Kotler 2005) Kotler also argues that a message is
said to be good if it is easy to be understood by the target audience
Samsungrsquos brand main point is ldquoturn on tomorrowrdquo but sometime the company
develop is not follow its brand It stresses on the innovativeness of the companyrsquos
products The old message was ldquoeveryonersquos invitedrdquo but now the company does not
use the old message anymore The company has divided its messages to the target
audience in terms of the product range The main message that is attached to
13 25
Samsungrsquos new Galaxy tablets is ldquoLife without limitsrdquo All other messages regarding
this product range are related to the freedom that they provide In the USA the
message is ldquofeel free to Tabrdquo On the Samsungrsquos YouTube page one can see the same
messages
Samsungrsquos messages are emotional rather than rational That because the nature of the
Samsungrsquos products But there is a little of rational messages like ldquofeaturing a 7rdquo
screenrdquo which are necessary to show the product what the different between other
competitors I think that this type of messages is appropriate to be used If just use
emotional messages the customers may not know what exactly makes Samsungrsquos
products different than the others
43 Advertising at Samsung
Advertising is defined as ldquoany paid form of non-personal communication about an
organization product service or idea by an identified sponsorrdquo Belch amp Belch
(2002) When using advertising the message is normally transmitted via mass media ndash
TV radio newspapers etc A strong feature of advertising is that is can reach many
people sometimes even millions at the same time This is why it is used by large
companies (like Samsung) which aim to reach the mass market The company has
good control over the message and its design but there are almost no opportunities for
14 25
a feedback from the target audience Blythe (2006) argues that advertising has lower
credibility compared to the other marketing communication tools Therefore there is
no warranty that advertising will make the customers to buy the particular product or
service But it is an excellent tool for informing the target audience It is the most
expensive tool but has lowest price per customer reached Companies still spend
millions on advertising each year
Samsungrsquos advertisements are mainly emotional stressing the freedom that the
products provide but have a rational element stressing on their functionality Same
product carries the same type of information but stresses on the innovative technical
features (Google Maps with voice search etc) which explain why it is alleged to be
ldquothe best Android based smartphone in the worldrdquo
44 Sales promotion at Samsung
Belch amp Belch (2002) define sales promotion as ldquothose marketing activities that
provide extra value or incentives to the sales force the distributors or the ultimate
consumer and can stimulate immediate salesrdquo They key word here is ldquoimmediaterdquo
customers are inclined to act here and now Sales promotionsrsquo aim is to achieve short-
term increase in sales Baker (2007) argues that their credibility is at medium level
and the message is well controlled It is important for the sales promotion to continue
15 25
for a short period of time If it continues too long the customers may assume the
discounted price as a normal one and to postpone their buying decision until next
promotion
You can find all Samsung promotions on their website The customer can change the
country of residence to see the local promotions But the sites are different Due to
nature of the products the vast majority of sales promotions are of a lottery type where
there a big prize is won In my opinion the company uses this way not because to
increase its short-term sales but to increase the brand awareness and increase new
subscribers that who e-mail addresses will be used for direct marketing purposes
45 Social media at Samsung
Social media is a new phenomenon it develops speed very fast and more and more
important for the companyrsquos marketing communication The most powerful feature of
social networking is that it allows the customers and the company to into a dialogue
Word-of-Mouth that is spread around the social networks is another advantage
Samsung uses social media for both engaging with its customers and advertising It
has several Facebook pages divided by country and by product Galaxy product range
has fan pages but other products do not Similarly Samsung has fan pages in many
countries In my opinion Samsung still have many things can do by social media
16 25
5 Conclusion
Over the years all kinds of organisations have been undertaking varies of marketing
activities in order to increase their competitiveness in the market which allows them
to sustain their market shares and achieve organisational goals in the business world
Along with the development of mobile phone internet and personal computing
devices a new internet world emerges ie mobile internet In light of this there is a
new name for mobile phones that can effectively access to the internet ie
Smartphone
About the definition of IMC still no common agreement exist (Kim et al 2004) Som
e scholars think that IMC is a new concept while for others they support that the idea
of IMC is not new but just a more efficient way to manage the marketing communicat
ion tools (Kitchen amp Schultz 2009) In order to convey the messages clearly it is nec
essary for the customers to see and hear the same message This could be achieved onl
y if the different marketing communication tools support each-other
As we all know the company of Samsung owns more than $117 billion revenue in 20
11 with global technology (wwwsamsungcom) so much evidence about the integrati
on of the different communication tools could be found First the logo and the key me
ssages are globally standardized The Galaxy S tablet message is similar ndash ldquofreedomrdquo
17 25
ldquolive without limitsrdquo Other similar messages related to the feeling of being free are al
so attached to Galaxy S tablet worldwide
There is also a powerful integration between the different marketing communication t
ools and media For example integration between traditional and online media In ma
ny countries all sales promotions are integrated with direct marketing ndash customers are
required to provide their basic details and e-mails Social media is also very well integ
rated with sales promotions Print adverts are also integrated with sales promotion and
direct to the Samsung website
In an company such as Samsung the main thing creating difficulties is its size It is dif
ficult to co-ordinate the marketing activities in a company with nearly 160 000 emplo
yees Samsung has several official websites ndash the main site (Samsungcom) a site dev
oted only to mobile phone users in specific countries This could lead to confusion for
the customer and currently Samsung is merging these local sites with its global websit
e
18 25
References
Wall Street Journal (2009) Motorola Executive Helped spur Cellphone Revolution
Wall Street Journal 20ndash21 June 2009 p A10
Funk J 2001 The mobile Internet How Japan dialed up and the West disconnected
Pembroke Bermuda ISI Publications
19 25
Apple 2010 ldquoiPhone Developer Program License Agreementrdquo
httpwwwefforgfiles20100302_iphone_dev_agrpdf
Cusumano Michael 2010 ldquoTechnology Strategy and Management The Evolution of
Platform Thinkingrdquo Communications of the ACM 53 (1) 32-34
Martinez Salazar and Marco Martinez 2010 ldquoThe Mobile Phone User Identifying
Top Mobile Applicationsrdquo (April 1 2010) Available at SSRN
httpssrncomabstract=1691210
P Kotler (1980) Marketing Management 3th Edition Published by Prentice
Kotler P Armstrong G Saunders J And Wong V (1999) Principles of Marketing
2nd European edn Pretice- Hall
Denis Adcock Al Halborg and Caroline Ross(2001) Marketing Principles and
Practice 4th edn published by FT Prentice Hall
C Fill (2009) Marketing communications 5th edition Pearson Education
P Kotler (2009) Marketing Management European edition FT Prentice Hall
20 25
Ries A and trout J (1981) Positioning the Battle for Your Mind McGraw- Hall
David Jobber (2006) Principles and Practice of Marketing 6th edn published by
McGraw-Hill
Anderson PH 2001 Relationship development and marketing communication An
integrative model The Journal of Business and Industrial
Pickton D amp Hartley B (1998) Measuring integration an assessment of the quality
of integrated marketing communications International Journal of Advertising
D Schultz amp C Patti (2009) The evolution of IMC IMC in a customer-driven
marketplace Journal of Marketing Communications Vol 15 Nos 2ndash3 AprilndashJuly
2009 pp 75ndash84
L Percy (2008) Strategic integrated marketing communication theory and practice
Butterworth Heinemann
F Brassington amp S Pettitt (2007) Essentials of Marketing second edn FT Prentice
Hall
Spreng RA and Mackoy RD (1996) An empirical examination of a model of
21 25
perceived service quality and satisfaction Journal of Retailing Vol 72 pp 201-14
Shemwell DJ Yavas U and Bilgin Z 11130881998) ``Customer-service provider
relationships an empirical test of a model of service quality satisfaction and
relationship oriented outcome International Journal of Service Industry
Management Vol 9 pp 155-68
Newman K and Pyne T (1996) Quality matters junior doctorsrsquo perceptions
Journal of Management in Medicine Vol 10 No 4 pp 12-23
Morrison J(2006) The International Business Environment 2nd edition Published
by Palgrave MacMillan
Baker J (2007) Marketing strategy and management Publisher Palgrave Macmillan
Blythe J (2006) Marketing Published by SAGE
Egan J (2007) Marketing communications Published by Thomson Learning
Finne amp Gronroos (2009) ldquoRethinking marketing communication From integrated
marketing communication to relationship communicationrdquo Journal of Marketing
Communications Vol 15 Nos 2ndash3 AprilndashJuly 2009 179ndash195
22 25
Kotler P et al (2005) Principles of marketing 4th edition Publisher Pearson
Education
London Butterworth-Heinemann
Kotler P (2003) Marketing management 11th edition Publisher Pearson Education
Kim I Han D amp Schultz D (2004) ldquoUnderstanding the Diffusion of Integrated
Marketing Communicationsrdquo Journal of Advertising Research March 2004 pp 31-45
Kitchen P amp Schultz D (2009) ldquoIMC New horizonfalse dawn for a marketplace in
turmoilrdquo Journal of Marketing Communications Vol 15 Nos 2ndash3 AprilndashJuly
2009 197ndash204
Pickton D amp Broderick A (2005) Integrated Marketing Communications 2nd edition
Publisher Pearson Education
Russell E The fundamentals of marketing Publisher AVA Academia
httpnewscnetcom
23 25
httpwwwecirclecom
httpwwwyoutubecom
httpchroniclingamericalocgovlccnsn850424621906-05-21ed-1seq-7
httpwwwmsnbcmsncomid7432915nstechnology_and_science-wirelesstfirst-
cell-phone-true-brickT2o-y3mP5JE
httpwwwumtsworldcomumtshistoryhtm
Mobile market httpwwwgartnercomitpagejspid=1455314
httpwwwsamsungcom
24 25
Along with the development of mobile phone internet and personal computing
devices a new internet world emerges ie mobile internet (Funk 2001) In light of
this there is a new name for mobile phones that can effectively access to the internet
ie Smartphone Nowadays smartphones can not only provide users to use traditional
wireless voice talk but also allow them to access to the internet and use varied kinds
of software applications which is very important feature of smartphones that
differentiate themselves from traditional mobile phones
Because of the development of smartphones the whole industry has been changed
rapidly and has attracted great attention of all kinds of business players related to this
industry which includes mobile phone manufacturers internet service firms personal
computing device manufacturers and so on In light of this the smartphone actually
forms a new way of competition in the mobile phone industry Nowadays many
companies have believed that it is important for them to provide services or products
in the smartphone industry in order to create new business opportunities for their
future growth and profitability
There is lots of evidence that the smartphone industry has been rapidly growing For
example according to Gartnerrsquos statistics (2010) there were over 128 billion sets of
mobile phone sold in 2010 per se and the percentage of smartphones accounted for
over 20 of total amount In the meantime the growth of sales of smartphones has
5 25
been over 100 over the past years By 2012 it was estimated that the total sales of
smartphones would be more than those of PCs in the global market In addition the
Gartnerrsquos statistics indicate that by 2014 the total revenues generated from all mobile
devices including smartphones e-books and related services applied on these
devices would be more than US$10 trillion Furthermore by 2015 the total number
of smartphone users would be more than 2 billion based upon the forecasted growth
rate of smartphones and the forecasted declining costs of all kinds of components
From the above it is very obvious that the traditional mobile phones have been
replaced by smartphones in a rapid way Although this trend just started several years
ago when Apple Inc launched its first iPhone in 2007 (wwwapplecom) the speed of
change has convinced the market that the future of mobile phones belongs to
smartphones Accordingly the competition of the industry has become more
complicated and intense because of the emergence of smartphones
23 Changes of leadership in the mobile phone market
There are numerous manufacturers of mobile phones around the world Before 2010
the leading manufacturer of mobile phone is the Nokia According to the Gartnerrsquos
statistics (2010) Nokiarsquos market shares of mobile phones was about 60 of total
global sales during its peak performance Nokia has long been considered as a leader
6 25
in the low-end markets where it has dominant positions and markets are mostly in the
developing countries Despite of its strong positions in those low-end markets
statistics show that Nokiarsquos market shares in those markets have decreased to less
than 30 by 2010
In fact Symbian is Nokiarsquos operating system that has long been used on many
smartphones According to Gartnerrsquos statistics (2010) over 60 of all kinds of
smartphones used the Symbian as their operating systems in the year of 2007 when
the Windows operating system only accounted for about 11 of the total market
shares and the iPhone operating system only about 6 of total amount At the time
Nokia was the true leader in the smartphone industry in which it alone had more than
50 of the market shares all around the world
However Nokia has been losing its leadership position in the smartphone industry
according to Gartnerrsquos statistics (2010) By 2010 there were only about 36 of all
kinds smartphones using its Symbian as the operating system while Googlersquos
Android accounted for about 26 of the total and iPhone accounted for about 16 of
total
When it comes to iPhone it is the first real smartphone launched in the market in
2007 which in fact has great impact on the whole mobile phone industry Applersquos
7 25
iPhone indeed recreates the mobile phone standards in the history It does not only
provide an easy and friendly user environment that allows all to browse internet on
the iPhone but also it has leverage all different systems in the Apple devices and
applications which has namely been called the ecosystem According to Salazar et al
(2010) the key reason why iPhone has great usersrsquo acception and adoption is because
of innovations on iPhone in many ways From a media and digital device provider to a
smartphone provider Apple has an unique ecosystem that includes several platforms
on which iPhone can leverage successfully This has in fact great barrier for other
competitors to follow and react to it (Cusmano 2010) Therefore the launch of
iPhone has indeed taken away many market shares of key players in the industry
including the old time leader ie Nokia
As for Google it has its own unique business model as well which is different from
others It did not enter the smartphone industry until it acquired the operating system
ie Android Since then the Google has successfully entered the smartphone industry
by allowing all software developers to play on the Android system Because the
Android is a open system it has then attracted not only software developers but also
weaker mobile phone manufacturers that have great intention to develop their own
competitive smartphone products which include Samsung With the quick expansion
of Android system the Google rapidly captures the market shares in the smartphone
industry which accounted for about 25 of the total in 2010 With its Android the
8 25
Google has won the confidence of most mobile phone manufacturers around the
world according to the statistics of the Canalys (2010)
3 The importance of marketing management
The marketing guru Philip Kotler has contributed to the development of marketing
management in our modern world According to his early publications the marketing
definition is the human activity directed at satisfying needs and wants through an
exchange process (Kotler 1980) Along with the development of the market and
management theories Kotler and other marketing professionals added more meanings
into the definition of the marketing Marketing is a social managerial process by
which individuals and groups obtain what they need and want through creating and
exchanging products and value with others (Kotler et al 1999)
In fact the American Marketing Association has its own definition of marketing
which considered marketing being ldquoan organisational function and a set of processes
for creating communicating and delivering value to customers and for managing
customer relationships in ways that benefit the organisation and its stakeholdersrdquo
There is no doubt that marketing has long been playing an essential role of developing
all kinds of businesses for all organisations Without proper marketing management
all kinds of businesses would have difficulty in developing effective marketing plans
9 25
implementing their marketing activities to capture more customers and market shares
and eventually helping to improve their business performance in our rapidly-changing
market environment around the world The global market has been changing so
quickly that leads to more uncertainties than ever before In light of this it is very
critical for all kinds of businesses to have effective marketing management in place to
help organisations to respond and react to the ever-changing environment
There are two kinds of environment for all kinds of businesses ie external and
internal environment Both of them can have great impact on all business
organizations the market places where they run businesses and the co-relationship
among all factors (Jobber 2006) In light of this it is very important Thus
understanding environment and using the environment scanning are important
activities for all marketers and organizations Denis A at al (2001) argued that the
marketing environment factors are often referred to as Social Technological
Economic and Political varibles (PEST) In reality the PEST framework for
environmental auditing has been widely used in business work
After analysis the external environment marketers can make decisions and take
relevant approaches to allow organizations to identify and capitalize opportunities
(Kotler et al 1999) Based upon this marketers can then conduct necessary research to
indentify the market segmentations ldquoMarketing research is an essential tool for the
10 25
marketing manager in helping to define and locate market segments and understand
their needs and wantsrdquo (Jobber 2006)
Fill (2009) argues that ldquosegmentation is necessary because a single product is unlikely
to meet the needs of all customers in a mass marketrdquo Thus with proper segmentation
organizations can effectively satisfy targeted customersrsquo needs
After the segmentation process marketers can move forward to utilize the techniques
of marketing mix to carry out the whole marketing activities ldquoFor most physical
goods the marketing mix consists of four elements product price place and
promotion For services the marketing mix can be extended to seven elements with
the addition of people processes and physical evidencerdquo (David Jobber 2006)
Whether marketers can effectively communicate messages to targeted customers or
audience is closely related to the promotion ie the marketing communications
which describe the most important areas of marketing (Pickton amp Hartley 1998) And
the marketing communication mix consists of five communication channels
advertising public relations personal selling direct marketing and sales
promotionFill C (2009)
11 25
With the systematic planning and effective implementation of relevant marketing
techniques marketers can ensure the products or service being successful in the
market
4 Marketing of Samsung
Samsung is one of the largest technology companies in the world founded in 1938 It
has almost 16000 employees in the world and its revenue for exceeds $117 billion in
2009 In the world most countries have Samsung Company Its headquarters are
located in Seoul South Korea Samsung has a big range of home appliances and
consumer electronics The company famous products in the world are TV ldquoGalaxyrdquo
tablet and mobile phones Now Samsung is the biggest mobile phones company in
the world
41 Marketing mix at Samsung
For the definition of marketing communications so far there is still no strict standard
According to Fill (2009) he declares that marketing communications is ldquoa manageme
nt process in which an organization engages with its various audiencesrdquo This include
s various kinds of activities From the view of Egan (2002) he thinks that marketing c
ommunications are ldquothe methods by which the suppliers who provide the goods value
s andor ideas services shows themselves to their target audiences aiming to stimulate
12 25
the dialogue successfully and form a better commercial or other relationshipsrdquo In oth
er words marketing communications are those things which can be transmitted from t
he company to the target audience Fill (2009) once says that there are four major func
tions ndash to differentiate to reinforce to inform and to persuade Selecting the first lette
rs of these four functions we can get DRIP Marketing communications are part of the
marketing mix which consists of Price Place Product and Promotion or the four Ps
According to Fill (2009) they consist of tools media and messages
42 Samsungrsquos message
Message can be defined as a set of symbols words and visual material (pictures
photos) that is sent to the target audience The company (in this case Samsung) could
be a sender as well as its brand name or someone who is advertising their products
(football players celebrities etc) (Kotler 2005) Kotler also argues that a message is
said to be good if it is easy to be understood by the target audience
Samsungrsquos brand main point is ldquoturn on tomorrowrdquo but sometime the company
develop is not follow its brand It stresses on the innovativeness of the companyrsquos
products The old message was ldquoeveryonersquos invitedrdquo but now the company does not
use the old message anymore The company has divided its messages to the target
audience in terms of the product range The main message that is attached to
13 25
Samsungrsquos new Galaxy tablets is ldquoLife without limitsrdquo All other messages regarding
this product range are related to the freedom that they provide In the USA the
message is ldquofeel free to Tabrdquo On the Samsungrsquos YouTube page one can see the same
messages
Samsungrsquos messages are emotional rather than rational That because the nature of the
Samsungrsquos products But there is a little of rational messages like ldquofeaturing a 7rdquo
screenrdquo which are necessary to show the product what the different between other
competitors I think that this type of messages is appropriate to be used If just use
emotional messages the customers may not know what exactly makes Samsungrsquos
products different than the others
43 Advertising at Samsung
Advertising is defined as ldquoany paid form of non-personal communication about an
organization product service or idea by an identified sponsorrdquo Belch amp Belch
(2002) When using advertising the message is normally transmitted via mass media ndash
TV radio newspapers etc A strong feature of advertising is that is can reach many
people sometimes even millions at the same time This is why it is used by large
companies (like Samsung) which aim to reach the mass market The company has
good control over the message and its design but there are almost no opportunities for
14 25
a feedback from the target audience Blythe (2006) argues that advertising has lower
credibility compared to the other marketing communication tools Therefore there is
no warranty that advertising will make the customers to buy the particular product or
service But it is an excellent tool for informing the target audience It is the most
expensive tool but has lowest price per customer reached Companies still spend
millions on advertising each year
Samsungrsquos advertisements are mainly emotional stressing the freedom that the
products provide but have a rational element stressing on their functionality Same
product carries the same type of information but stresses on the innovative technical
features (Google Maps with voice search etc) which explain why it is alleged to be
ldquothe best Android based smartphone in the worldrdquo
44 Sales promotion at Samsung
Belch amp Belch (2002) define sales promotion as ldquothose marketing activities that
provide extra value or incentives to the sales force the distributors or the ultimate
consumer and can stimulate immediate salesrdquo They key word here is ldquoimmediaterdquo
customers are inclined to act here and now Sales promotionsrsquo aim is to achieve short-
term increase in sales Baker (2007) argues that their credibility is at medium level
and the message is well controlled It is important for the sales promotion to continue
15 25
for a short period of time If it continues too long the customers may assume the
discounted price as a normal one and to postpone their buying decision until next
promotion
You can find all Samsung promotions on their website The customer can change the
country of residence to see the local promotions But the sites are different Due to
nature of the products the vast majority of sales promotions are of a lottery type where
there a big prize is won In my opinion the company uses this way not because to
increase its short-term sales but to increase the brand awareness and increase new
subscribers that who e-mail addresses will be used for direct marketing purposes
45 Social media at Samsung
Social media is a new phenomenon it develops speed very fast and more and more
important for the companyrsquos marketing communication The most powerful feature of
social networking is that it allows the customers and the company to into a dialogue
Word-of-Mouth that is spread around the social networks is another advantage
Samsung uses social media for both engaging with its customers and advertising It
has several Facebook pages divided by country and by product Galaxy product range
has fan pages but other products do not Similarly Samsung has fan pages in many
countries In my opinion Samsung still have many things can do by social media
16 25
5 Conclusion
Over the years all kinds of organisations have been undertaking varies of marketing
activities in order to increase their competitiveness in the market which allows them
to sustain their market shares and achieve organisational goals in the business world
Along with the development of mobile phone internet and personal computing
devices a new internet world emerges ie mobile internet In light of this there is a
new name for mobile phones that can effectively access to the internet ie
Smartphone
About the definition of IMC still no common agreement exist (Kim et al 2004) Som
e scholars think that IMC is a new concept while for others they support that the idea
of IMC is not new but just a more efficient way to manage the marketing communicat
ion tools (Kitchen amp Schultz 2009) In order to convey the messages clearly it is nec
essary for the customers to see and hear the same message This could be achieved onl
y if the different marketing communication tools support each-other
As we all know the company of Samsung owns more than $117 billion revenue in 20
11 with global technology (wwwsamsungcom) so much evidence about the integrati
on of the different communication tools could be found First the logo and the key me
ssages are globally standardized The Galaxy S tablet message is similar ndash ldquofreedomrdquo
17 25
ldquolive without limitsrdquo Other similar messages related to the feeling of being free are al
so attached to Galaxy S tablet worldwide
There is also a powerful integration between the different marketing communication t
ools and media For example integration between traditional and online media In ma
ny countries all sales promotions are integrated with direct marketing ndash customers are
required to provide their basic details and e-mails Social media is also very well integ
rated with sales promotions Print adverts are also integrated with sales promotion and
direct to the Samsung website
In an company such as Samsung the main thing creating difficulties is its size It is dif
ficult to co-ordinate the marketing activities in a company with nearly 160 000 emplo
yees Samsung has several official websites ndash the main site (Samsungcom) a site dev
oted only to mobile phone users in specific countries This could lead to confusion for
the customer and currently Samsung is merging these local sites with its global websit
e
18 25
References
Wall Street Journal (2009) Motorola Executive Helped spur Cellphone Revolution
Wall Street Journal 20ndash21 June 2009 p A10
Funk J 2001 The mobile Internet How Japan dialed up and the West disconnected
Pembroke Bermuda ISI Publications
19 25
Apple 2010 ldquoiPhone Developer Program License Agreementrdquo
httpwwwefforgfiles20100302_iphone_dev_agrpdf
Cusumano Michael 2010 ldquoTechnology Strategy and Management The Evolution of
Platform Thinkingrdquo Communications of the ACM 53 (1) 32-34
Martinez Salazar and Marco Martinez 2010 ldquoThe Mobile Phone User Identifying
Top Mobile Applicationsrdquo (April 1 2010) Available at SSRN
httpssrncomabstract=1691210
P Kotler (1980) Marketing Management 3th Edition Published by Prentice
Kotler P Armstrong G Saunders J And Wong V (1999) Principles of Marketing
2nd European edn Pretice- Hall
Denis Adcock Al Halborg and Caroline Ross(2001) Marketing Principles and
Practice 4th edn published by FT Prentice Hall
C Fill (2009) Marketing communications 5th edition Pearson Education
P Kotler (2009) Marketing Management European edition FT Prentice Hall
20 25
Ries A and trout J (1981) Positioning the Battle for Your Mind McGraw- Hall
David Jobber (2006) Principles and Practice of Marketing 6th edn published by
McGraw-Hill
Anderson PH 2001 Relationship development and marketing communication An
integrative model The Journal of Business and Industrial
Pickton D amp Hartley B (1998) Measuring integration an assessment of the quality
of integrated marketing communications International Journal of Advertising
D Schultz amp C Patti (2009) The evolution of IMC IMC in a customer-driven
marketplace Journal of Marketing Communications Vol 15 Nos 2ndash3 AprilndashJuly
2009 pp 75ndash84
L Percy (2008) Strategic integrated marketing communication theory and practice
Butterworth Heinemann
F Brassington amp S Pettitt (2007) Essentials of Marketing second edn FT Prentice
Hall
Spreng RA and Mackoy RD (1996) An empirical examination of a model of
21 25
perceived service quality and satisfaction Journal of Retailing Vol 72 pp 201-14
Shemwell DJ Yavas U and Bilgin Z 11130881998) ``Customer-service provider
relationships an empirical test of a model of service quality satisfaction and
relationship oriented outcome International Journal of Service Industry
Management Vol 9 pp 155-68
Newman K and Pyne T (1996) Quality matters junior doctorsrsquo perceptions
Journal of Management in Medicine Vol 10 No 4 pp 12-23
Morrison J(2006) The International Business Environment 2nd edition Published
by Palgrave MacMillan
Baker J (2007) Marketing strategy and management Publisher Palgrave Macmillan
Blythe J (2006) Marketing Published by SAGE
Egan J (2007) Marketing communications Published by Thomson Learning
Finne amp Gronroos (2009) ldquoRethinking marketing communication From integrated
marketing communication to relationship communicationrdquo Journal of Marketing
Communications Vol 15 Nos 2ndash3 AprilndashJuly 2009 179ndash195
22 25
Kotler P et al (2005) Principles of marketing 4th edition Publisher Pearson
Education
London Butterworth-Heinemann
Kotler P (2003) Marketing management 11th edition Publisher Pearson Education
Kim I Han D amp Schultz D (2004) ldquoUnderstanding the Diffusion of Integrated
Marketing Communicationsrdquo Journal of Advertising Research March 2004 pp 31-45
Kitchen P amp Schultz D (2009) ldquoIMC New horizonfalse dawn for a marketplace in
turmoilrdquo Journal of Marketing Communications Vol 15 Nos 2ndash3 AprilndashJuly
2009 197ndash204
Pickton D amp Broderick A (2005) Integrated Marketing Communications 2nd edition
Publisher Pearson Education
Russell E The fundamentals of marketing Publisher AVA Academia
httpnewscnetcom
23 25
httpwwwecirclecom
httpwwwyoutubecom
httpchroniclingamericalocgovlccnsn850424621906-05-21ed-1seq-7
httpwwwmsnbcmsncomid7432915nstechnology_and_science-wirelesstfirst-
cell-phone-true-brickT2o-y3mP5JE
httpwwwumtsworldcomumtshistoryhtm
Mobile market httpwwwgartnercomitpagejspid=1455314
httpwwwsamsungcom
24 25
been over 100 over the past years By 2012 it was estimated that the total sales of
smartphones would be more than those of PCs in the global market In addition the
Gartnerrsquos statistics indicate that by 2014 the total revenues generated from all mobile
devices including smartphones e-books and related services applied on these
devices would be more than US$10 trillion Furthermore by 2015 the total number
of smartphone users would be more than 2 billion based upon the forecasted growth
rate of smartphones and the forecasted declining costs of all kinds of components
From the above it is very obvious that the traditional mobile phones have been
replaced by smartphones in a rapid way Although this trend just started several years
ago when Apple Inc launched its first iPhone in 2007 (wwwapplecom) the speed of
change has convinced the market that the future of mobile phones belongs to
smartphones Accordingly the competition of the industry has become more
complicated and intense because of the emergence of smartphones
23 Changes of leadership in the mobile phone market
There are numerous manufacturers of mobile phones around the world Before 2010
the leading manufacturer of mobile phone is the Nokia According to the Gartnerrsquos
statistics (2010) Nokiarsquos market shares of mobile phones was about 60 of total
global sales during its peak performance Nokia has long been considered as a leader
6 25
in the low-end markets where it has dominant positions and markets are mostly in the
developing countries Despite of its strong positions in those low-end markets
statistics show that Nokiarsquos market shares in those markets have decreased to less
than 30 by 2010
In fact Symbian is Nokiarsquos operating system that has long been used on many
smartphones According to Gartnerrsquos statistics (2010) over 60 of all kinds of
smartphones used the Symbian as their operating systems in the year of 2007 when
the Windows operating system only accounted for about 11 of the total market
shares and the iPhone operating system only about 6 of total amount At the time
Nokia was the true leader in the smartphone industry in which it alone had more than
50 of the market shares all around the world
However Nokia has been losing its leadership position in the smartphone industry
according to Gartnerrsquos statistics (2010) By 2010 there were only about 36 of all
kinds smartphones using its Symbian as the operating system while Googlersquos
Android accounted for about 26 of the total and iPhone accounted for about 16 of
total
When it comes to iPhone it is the first real smartphone launched in the market in
2007 which in fact has great impact on the whole mobile phone industry Applersquos
7 25
iPhone indeed recreates the mobile phone standards in the history It does not only
provide an easy and friendly user environment that allows all to browse internet on
the iPhone but also it has leverage all different systems in the Apple devices and
applications which has namely been called the ecosystem According to Salazar et al
(2010) the key reason why iPhone has great usersrsquo acception and adoption is because
of innovations on iPhone in many ways From a media and digital device provider to a
smartphone provider Apple has an unique ecosystem that includes several platforms
on which iPhone can leverage successfully This has in fact great barrier for other
competitors to follow and react to it (Cusmano 2010) Therefore the launch of
iPhone has indeed taken away many market shares of key players in the industry
including the old time leader ie Nokia
As for Google it has its own unique business model as well which is different from
others It did not enter the smartphone industry until it acquired the operating system
ie Android Since then the Google has successfully entered the smartphone industry
by allowing all software developers to play on the Android system Because the
Android is a open system it has then attracted not only software developers but also
weaker mobile phone manufacturers that have great intention to develop their own
competitive smartphone products which include Samsung With the quick expansion
of Android system the Google rapidly captures the market shares in the smartphone
industry which accounted for about 25 of the total in 2010 With its Android the
8 25
Google has won the confidence of most mobile phone manufacturers around the
world according to the statistics of the Canalys (2010)
3 The importance of marketing management
The marketing guru Philip Kotler has contributed to the development of marketing
management in our modern world According to his early publications the marketing
definition is the human activity directed at satisfying needs and wants through an
exchange process (Kotler 1980) Along with the development of the market and
management theories Kotler and other marketing professionals added more meanings
into the definition of the marketing Marketing is a social managerial process by
which individuals and groups obtain what they need and want through creating and
exchanging products and value with others (Kotler et al 1999)
In fact the American Marketing Association has its own definition of marketing
which considered marketing being ldquoan organisational function and a set of processes
for creating communicating and delivering value to customers and for managing
customer relationships in ways that benefit the organisation and its stakeholdersrdquo
There is no doubt that marketing has long been playing an essential role of developing
all kinds of businesses for all organisations Without proper marketing management
all kinds of businesses would have difficulty in developing effective marketing plans
9 25
implementing their marketing activities to capture more customers and market shares
and eventually helping to improve their business performance in our rapidly-changing
market environment around the world The global market has been changing so
quickly that leads to more uncertainties than ever before In light of this it is very
critical for all kinds of businesses to have effective marketing management in place to
help organisations to respond and react to the ever-changing environment
There are two kinds of environment for all kinds of businesses ie external and
internal environment Both of them can have great impact on all business
organizations the market places where they run businesses and the co-relationship
among all factors (Jobber 2006) In light of this it is very important Thus
understanding environment and using the environment scanning are important
activities for all marketers and organizations Denis A at al (2001) argued that the
marketing environment factors are often referred to as Social Technological
Economic and Political varibles (PEST) In reality the PEST framework for
environmental auditing has been widely used in business work
After analysis the external environment marketers can make decisions and take
relevant approaches to allow organizations to identify and capitalize opportunities
(Kotler et al 1999) Based upon this marketers can then conduct necessary research to
indentify the market segmentations ldquoMarketing research is an essential tool for the
10 25
marketing manager in helping to define and locate market segments and understand
their needs and wantsrdquo (Jobber 2006)
Fill (2009) argues that ldquosegmentation is necessary because a single product is unlikely
to meet the needs of all customers in a mass marketrdquo Thus with proper segmentation
organizations can effectively satisfy targeted customersrsquo needs
After the segmentation process marketers can move forward to utilize the techniques
of marketing mix to carry out the whole marketing activities ldquoFor most physical
goods the marketing mix consists of four elements product price place and
promotion For services the marketing mix can be extended to seven elements with
the addition of people processes and physical evidencerdquo (David Jobber 2006)
Whether marketers can effectively communicate messages to targeted customers or
audience is closely related to the promotion ie the marketing communications
which describe the most important areas of marketing (Pickton amp Hartley 1998) And
the marketing communication mix consists of five communication channels
advertising public relations personal selling direct marketing and sales
promotionFill C (2009)
11 25
With the systematic planning and effective implementation of relevant marketing
techniques marketers can ensure the products or service being successful in the
market
4 Marketing of Samsung
Samsung is one of the largest technology companies in the world founded in 1938 It
has almost 16000 employees in the world and its revenue for exceeds $117 billion in
2009 In the world most countries have Samsung Company Its headquarters are
located in Seoul South Korea Samsung has a big range of home appliances and
consumer electronics The company famous products in the world are TV ldquoGalaxyrdquo
tablet and mobile phones Now Samsung is the biggest mobile phones company in
the world
41 Marketing mix at Samsung
For the definition of marketing communications so far there is still no strict standard
According to Fill (2009) he declares that marketing communications is ldquoa manageme
nt process in which an organization engages with its various audiencesrdquo This include
s various kinds of activities From the view of Egan (2002) he thinks that marketing c
ommunications are ldquothe methods by which the suppliers who provide the goods value
s andor ideas services shows themselves to their target audiences aiming to stimulate
12 25
the dialogue successfully and form a better commercial or other relationshipsrdquo In oth
er words marketing communications are those things which can be transmitted from t
he company to the target audience Fill (2009) once says that there are four major func
tions ndash to differentiate to reinforce to inform and to persuade Selecting the first lette
rs of these four functions we can get DRIP Marketing communications are part of the
marketing mix which consists of Price Place Product and Promotion or the four Ps
According to Fill (2009) they consist of tools media and messages
42 Samsungrsquos message
Message can be defined as a set of symbols words and visual material (pictures
photos) that is sent to the target audience The company (in this case Samsung) could
be a sender as well as its brand name or someone who is advertising their products
(football players celebrities etc) (Kotler 2005) Kotler also argues that a message is
said to be good if it is easy to be understood by the target audience
Samsungrsquos brand main point is ldquoturn on tomorrowrdquo but sometime the company
develop is not follow its brand It stresses on the innovativeness of the companyrsquos
products The old message was ldquoeveryonersquos invitedrdquo but now the company does not
use the old message anymore The company has divided its messages to the target
audience in terms of the product range The main message that is attached to
13 25
Samsungrsquos new Galaxy tablets is ldquoLife without limitsrdquo All other messages regarding
this product range are related to the freedom that they provide In the USA the
message is ldquofeel free to Tabrdquo On the Samsungrsquos YouTube page one can see the same
messages
Samsungrsquos messages are emotional rather than rational That because the nature of the
Samsungrsquos products But there is a little of rational messages like ldquofeaturing a 7rdquo
screenrdquo which are necessary to show the product what the different between other
competitors I think that this type of messages is appropriate to be used If just use
emotional messages the customers may not know what exactly makes Samsungrsquos
products different than the others
43 Advertising at Samsung
Advertising is defined as ldquoany paid form of non-personal communication about an
organization product service or idea by an identified sponsorrdquo Belch amp Belch
(2002) When using advertising the message is normally transmitted via mass media ndash
TV radio newspapers etc A strong feature of advertising is that is can reach many
people sometimes even millions at the same time This is why it is used by large
companies (like Samsung) which aim to reach the mass market The company has
good control over the message and its design but there are almost no opportunities for
14 25
a feedback from the target audience Blythe (2006) argues that advertising has lower
credibility compared to the other marketing communication tools Therefore there is
no warranty that advertising will make the customers to buy the particular product or
service But it is an excellent tool for informing the target audience It is the most
expensive tool but has lowest price per customer reached Companies still spend
millions on advertising each year
Samsungrsquos advertisements are mainly emotional stressing the freedom that the
products provide but have a rational element stressing on their functionality Same
product carries the same type of information but stresses on the innovative technical
features (Google Maps with voice search etc) which explain why it is alleged to be
ldquothe best Android based smartphone in the worldrdquo
44 Sales promotion at Samsung
Belch amp Belch (2002) define sales promotion as ldquothose marketing activities that
provide extra value or incentives to the sales force the distributors or the ultimate
consumer and can stimulate immediate salesrdquo They key word here is ldquoimmediaterdquo
customers are inclined to act here and now Sales promotionsrsquo aim is to achieve short-
term increase in sales Baker (2007) argues that their credibility is at medium level
and the message is well controlled It is important for the sales promotion to continue
15 25
for a short period of time If it continues too long the customers may assume the
discounted price as a normal one and to postpone their buying decision until next
promotion
You can find all Samsung promotions on their website The customer can change the
country of residence to see the local promotions But the sites are different Due to
nature of the products the vast majority of sales promotions are of a lottery type where
there a big prize is won In my opinion the company uses this way not because to
increase its short-term sales but to increase the brand awareness and increase new
subscribers that who e-mail addresses will be used for direct marketing purposes
45 Social media at Samsung
Social media is a new phenomenon it develops speed very fast and more and more
important for the companyrsquos marketing communication The most powerful feature of
social networking is that it allows the customers and the company to into a dialogue
Word-of-Mouth that is spread around the social networks is another advantage
Samsung uses social media for both engaging with its customers and advertising It
has several Facebook pages divided by country and by product Galaxy product range
has fan pages but other products do not Similarly Samsung has fan pages in many
countries In my opinion Samsung still have many things can do by social media
16 25
5 Conclusion
Over the years all kinds of organisations have been undertaking varies of marketing
activities in order to increase their competitiveness in the market which allows them
to sustain their market shares and achieve organisational goals in the business world
Along with the development of mobile phone internet and personal computing
devices a new internet world emerges ie mobile internet In light of this there is a
new name for mobile phones that can effectively access to the internet ie
Smartphone
About the definition of IMC still no common agreement exist (Kim et al 2004) Som
e scholars think that IMC is a new concept while for others they support that the idea
of IMC is not new but just a more efficient way to manage the marketing communicat
ion tools (Kitchen amp Schultz 2009) In order to convey the messages clearly it is nec
essary for the customers to see and hear the same message This could be achieved onl
y if the different marketing communication tools support each-other
As we all know the company of Samsung owns more than $117 billion revenue in 20
11 with global technology (wwwsamsungcom) so much evidence about the integrati
on of the different communication tools could be found First the logo and the key me
ssages are globally standardized The Galaxy S tablet message is similar ndash ldquofreedomrdquo
17 25
ldquolive without limitsrdquo Other similar messages related to the feeling of being free are al
so attached to Galaxy S tablet worldwide
There is also a powerful integration between the different marketing communication t
ools and media For example integration between traditional and online media In ma
ny countries all sales promotions are integrated with direct marketing ndash customers are
required to provide their basic details and e-mails Social media is also very well integ
rated with sales promotions Print adverts are also integrated with sales promotion and
direct to the Samsung website
In an company such as Samsung the main thing creating difficulties is its size It is dif
ficult to co-ordinate the marketing activities in a company with nearly 160 000 emplo
yees Samsung has several official websites ndash the main site (Samsungcom) a site dev
oted only to mobile phone users in specific countries This could lead to confusion for
the customer and currently Samsung is merging these local sites with its global websit
e
18 25
References
Wall Street Journal (2009) Motorola Executive Helped spur Cellphone Revolution
Wall Street Journal 20ndash21 June 2009 p A10
Funk J 2001 The mobile Internet How Japan dialed up and the West disconnected
Pembroke Bermuda ISI Publications
19 25
Apple 2010 ldquoiPhone Developer Program License Agreementrdquo
httpwwwefforgfiles20100302_iphone_dev_agrpdf
Cusumano Michael 2010 ldquoTechnology Strategy and Management The Evolution of
Platform Thinkingrdquo Communications of the ACM 53 (1) 32-34
Martinez Salazar and Marco Martinez 2010 ldquoThe Mobile Phone User Identifying
Top Mobile Applicationsrdquo (April 1 2010) Available at SSRN
httpssrncomabstract=1691210
P Kotler (1980) Marketing Management 3th Edition Published by Prentice
Kotler P Armstrong G Saunders J And Wong V (1999) Principles of Marketing
2nd European edn Pretice- Hall
Denis Adcock Al Halborg and Caroline Ross(2001) Marketing Principles and
Practice 4th edn published by FT Prentice Hall
C Fill (2009) Marketing communications 5th edition Pearson Education
P Kotler (2009) Marketing Management European edition FT Prentice Hall
20 25
Ries A and trout J (1981) Positioning the Battle for Your Mind McGraw- Hall
David Jobber (2006) Principles and Practice of Marketing 6th edn published by
McGraw-Hill
Anderson PH 2001 Relationship development and marketing communication An
integrative model The Journal of Business and Industrial
Pickton D amp Hartley B (1998) Measuring integration an assessment of the quality
of integrated marketing communications International Journal of Advertising
D Schultz amp C Patti (2009) The evolution of IMC IMC in a customer-driven
marketplace Journal of Marketing Communications Vol 15 Nos 2ndash3 AprilndashJuly
2009 pp 75ndash84
L Percy (2008) Strategic integrated marketing communication theory and practice
Butterworth Heinemann
F Brassington amp S Pettitt (2007) Essentials of Marketing second edn FT Prentice
Hall
Spreng RA and Mackoy RD (1996) An empirical examination of a model of
21 25
perceived service quality and satisfaction Journal of Retailing Vol 72 pp 201-14
Shemwell DJ Yavas U and Bilgin Z 11130881998) ``Customer-service provider
relationships an empirical test of a model of service quality satisfaction and
relationship oriented outcome International Journal of Service Industry
Management Vol 9 pp 155-68
Newman K and Pyne T (1996) Quality matters junior doctorsrsquo perceptions
Journal of Management in Medicine Vol 10 No 4 pp 12-23
Morrison J(2006) The International Business Environment 2nd edition Published
by Palgrave MacMillan
Baker J (2007) Marketing strategy and management Publisher Palgrave Macmillan
Blythe J (2006) Marketing Published by SAGE
Egan J (2007) Marketing communications Published by Thomson Learning
Finne amp Gronroos (2009) ldquoRethinking marketing communication From integrated
marketing communication to relationship communicationrdquo Journal of Marketing
Communications Vol 15 Nos 2ndash3 AprilndashJuly 2009 179ndash195
22 25
Kotler P et al (2005) Principles of marketing 4th edition Publisher Pearson
Education
London Butterworth-Heinemann
Kotler P (2003) Marketing management 11th edition Publisher Pearson Education
Kim I Han D amp Schultz D (2004) ldquoUnderstanding the Diffusion of Integrated
Marketing Communicationsrdquo Journal of Advertising Research March 2004 pp 31-45
Kitchen P amp Schultz D (2009) ldquoIMC New horizonfalse dawn for a marketplace in
turmoilrdquo Journal of Marketing Communications Vol 15 Nos 2ndash3 AprilndashJuly
2009 197ndash204
Pickton D amp Broderick A (2005) Integrated Marketing Communications 2nd edition
Publisher Pearson Education
Russell E The fundamentals of marketing Publisher AVA Academia
httpnewscnetcom
23 25
httpwwwecirclecom
httpwwwyoutubecom
httpchroniclingamericalocgovlccnsn850424621906-05-21ed-1seq-7
httpwwwmsnbcmsncomid7432915nstechnology_and_science-wirelesstfirst-
cell-phone-true-brickT2o-y3mP5JE
httpwwwumtsworldcomumtshistoryhtm
Mobile market httpwwwgartnercomitpagejspid=1455314
httpwwwsamsungcom
24 25
in the low-end markets where it has dominant positions and markets are mostly in the
developing countries Despite of its strong positions in those low-end markets
statistics show that Nokiarsquos market shares in those markets have decreased to less
than 30 by 2010
In fact Symbian is Nokiarsquos operating system that has long been used on many
smartphones According to Gartnerrsquos statistics (2010) over 60 of all kinds of
smartphones used the Symbian as their operating systems in the year of 2007 when
the Windows operating system only accounted for about 11 of the total market
shares and the iPhone operating system only about 6 of total amount At the time
Nokia was the true leader in the smartphone industry in which it alone had more than
50 of the market shares all around the world
However Nokia has been losing its leadership position in the smartphone industry
according to Gartnerrsquos statistics (2010) By 2010 there were only about 36 of all
kinds smartphones using its Symbian as the operating system while Googlersquos
Android accounted for about 26 of the total and iPhone accounted for about 16 of
total
When it comes to iPhone it is the first real smartphone launched in the market in
2007 which in fact has great impact on the whole mobile phone industry Applersquos
7 25
iPhone indeed recreates the mobile phone standards in the history It does not only
provide an easy and friendly user environment that allows all to browse internet on
the iPhone but also it has leverage all different systems in the Apple devices and
applications which has namely been called the ecosystem According to Salazar et al
(2010) the key reason why iPhone has great usersrsquo acception and adoption is because
of innovations on iPhone in many ways From a media and digital device provider to a
smartphone provider Apple has an unique ecosystem that includes several platforms
on which iPhone can leverage successfully This has in fact great barrier for other
competitors to follow and react to it (Cusmano 2010) Therefore the launch of
iPhone has indeed taken away many market shares of key players in the industry
including the old time leader ie Nokia
As for Google it has its own unique business model as well which is different from
others It did not enter the smartphone industry until it acquired the operating system
ie Android Since then the Google has successfully entered the smartphone industry
by allowing all software developers to play on the Android system Because the
Android is a open system it has then attracted not only software developers but also
weaker mobile phone manufacturers that have great intention to develop their own
competitive smartphone products which include Samsung With the quick expansion
of Android system the Google rapidly captures the market shares in the smartphone
industry which accounted for about 25 of the total in 2010 With its Android the
8 25
Google has won the confidence of most mobile phone manufacturers around the
world according to the statistics of the Canalys (2010)
3 The importance of marketing management
The marketing guru Philip Kotler has contributed to the development of marketing
management in our modern world According to his early publications the marketing
definition is the human activity directed at satisfying needs and wants through an
exchange process (Kotler 1980) Along with the development of the market and
management theories Kotler and other marketing professionals added more meanings
into the definition of the marketing Marketing is a social managerial process by
which individuals and groups obtain what they need and want through creating and
exchanging products and value with others (Kotler et al 1999)
In fact the American Marketing Association has its own definition of marketing
which considered marketing being ldquoan organisational function and a set of processes
for creating communicating and delivering value to customers and for managing
customer relationships in ways that benefit the organisation and its stakeholdersrdquo
There is no doubt that marketing has long been playing an essential role of developing
all kinds of businesses for all organisations Without proper marketing management
all kinds of businesses would have difficulty in developing effective marketing plans
9 25
implementing their marketing activities to capture more customers and market shares
and eventually helping to improve their business performance in our rapidly-changing
market environment around the world The global market has been changing so
quickly that leads to more uncertainties than ever before In light of this it is very
critical for all kinds of businesses to have effective marketing management in place to
help organisations to respond and react to the ever-changing environment
There are two kinds of environment for all kinds of businesses ie external and
internal environment Both of them can have great impact on all business
organizations the market places where they run businesses and the co-relationship
among all factors (Jobber 2006) In light of this it is very important Thus
understanding environment and using the environment scanning are important
activities for all marketers and organizations Denis A at al (2001) argued that the
marketing environment factors are often referred to as Social Technological
Economic and Political varibles (PEST) In reality the PEST framework for
environmental auditing has been widely used in business work
After analysis the external environment marketers can make decisions and take
relevant approaches to allow organizations to identify and capitalize opportunities
(Kotler et al 1999) Based upon this marketers can then conduct necessary research to
indentify the market segmentations ldquoMarketing research is an essential tool for the
10 25
marketing manager in helping to define and locate market segments and understand
their needs and wantsrdquo (Jobber 2006)
Fill (2009) argues that ldquosegmentation is necessary because a single product is unlikely
to meet the needs of all customers in a mass marketrdquo Thus with proper segmentation
organizations can effectively satisfy targeted customersrsquo needs
After the segmentation process marketers can move forward to utilize the techniques
of marketing mix to carry out the whole marketing activities ldquoFor most physical
goods the marketing mix consists of four elements product price place and
promotion For services the marketing mix can be extended to seven elements with
the addition of people processes and physical evidencerdquo (David Jobber 2006)
Whether marketers can effectively communicate messages to targeted customers or
audience is closely related to the promotion ie the marketing communications
which describe the most important areas of marketing (Pickton amp Hartley 1998) And
the marketing communication mix consists of five communication channels
advertising public relations personal selling direct marketing and sales
promotionFill C (2009)
11 25
With the systematic planning and effective implementation of relevant marketing
techniques marketers can ensure the products or service being successful in the
market
4 Marketing of Samsung
Samsung is one of the largest technology companies in the world founded in 1938 It
has almost 16000 employees in the world and its revenue for exceeds $117 billion in
2009 In the world most countries have Samsung Company Its headquarters are
located in Seoul South Korea Samsung has a big range of home appliances and
consumer electronics The company famous products in the world are TV ldquoGalaxyrdquo
tablet and mobile phones Now Samsung is the biggest mobile phones company in
the world
41 Marketing mix at Samsung
For the definition of marketing communications so far there is still no strict standard
According to Fill (2009) he declares that marketing communications is ldquoa manageme
nt process in which an organization engages with its various audiencesrdquo This include
s various kinds of activities From the view of Egan (2002) he thinks that marketing c
ommunications are ldquothe methods by which the suppliers who provide the goods value
s andor ideas services shows themselves to their target audiences aiming to stimulate
12 25
the dialogue successfully and form a better commercial or other relationshipsrdquo In oth
er words marketing communications are those things which can be transmitted from t
he company to the target audience Fill (2009) once says that there are four major func
tions ndash to differentiate to reinforce to inform and to persuade Selecting the first lette
rs of these four functions we can get DRIP Marketing communications are part of the
marketing mix which consists of Price Place Product and Promotion or the four Ps
According to Fill (2009) they consist of tools media and messages
42 Samsungrsquos message
Message can be defined as a set of symbols words and visual material (pictures
photos) that is sent to the target audience The company (in this case Samsung) could
be a sender as well as its brand name or someone who is advertising their products
(football players celebrities etc) (Kotler 2005) Kotler also argues that a message is
said to be good if it is easy to be understood by the target audience
Samsungrsquos brand main point is ldquoturn on tomorrowrdquo but sometime the company
develop is not follow its brand It stresses on the innovativeness of the companyrsquos
products The old message was ldquoeveryonersquos invitedrdquo but now the company does not
use the old message anymore The company has divided its messages to the target
audience in terms of the product range The main message that is attached to
13 25
Samsungrsquos new Galaxy tablets is ldquoLife without limitsrdquo All other messages regarding
this product range are related to the freedom that they provide In the USA the
message is ldquofeel free to Tabrdquo On the Samsungrsquos YouTube page one can see the same
messages
Samsungrsquos messages are emotional rather than rational That because the nature of the
Samsungrsquos products But there is a little of rational messages like ldquofeaturing a 7rdquo
screenrdquo which are necessary to show the product what the different between other
competitors I think that this type of messages is appropriate to be used If just use
emotional messages the customers may not know what exactly makes Samsungrsquos
products different than the others
43 Advertising at Samsung
Advertising is defined as ldquoany paid form of non-personal communication about an
organization product service or idea by an identified sponsorrdquo Belch amp Belch
(2002) When using advertising the message is normally transmitted via mass media ndash
TV radio newspapers etc A strong feature of advertising is that is can reach many
people sometimes even millions at the same time This is why it is used by large
companies (like Samsung) which aim to reach the mass market The company has
good control over the message and its design but there are almost no opportunities for
14 25
a feedback from the target audience Blythe (2006) argues that advertising has lower
credibility compared to the other marketing communication tools Therefore there is
no warranty that advertising will make the customers to buy the particular product or
service But it is an excellent tool for informing the target audience It is the most
expensive tool but has lowest price per customer reached Companies still spend
millions on advertising each year
Samsungrsquos advertisements are mainly emotional stressing the freedom that the
products provide but have a rational element stressing on their functionality Same
product carries the same type of information but stresses on the innovative technical
features (Google Maps with voice search etc) which explain why it is alleged to be
ldquothe best Android based smartphone in the worldrdquo
44 Sales promotion at Samsung
Belch amp Belch (2002) define sales promotion as ldquothose marketing activities that
provide extra value or incentives to the sales force the distributors or the ultimate
consumer and can stimulate immediate salesrdquo They key word here is ldquoimmediaterdquo
customers are inclined to act here and now Sales promotionsrsquo aim is to achieve short-
term increase in sales Baker (2007) argues that their credibility is at medium level
and the message is well controlled It is important for the sales promotion to continue
15 25
for a short period of time If it continues too long the customers may assume the
discounted price as a normal one and to postpone their buying decision until next
promotion
You can find all Samsung promotions on their website The customer can change the
country of residence to see the local promotions But the sites are different Due to
nature of the products the vast majority of sales promotions are of a lottery type where
there a big prize is won In my opinion the company uses this way not because to
increase its short-term sales but to increase the brand awareness and increase new
subscribers that who e-mail addresses will be used for direct marketing purposes
45 Social media at Samsung
Social media is a new phenomenon it develops speed very fast and more and more
important for the companyrsquos marketing communication The most powerful feature of
social networking is that it allows the customers and the company to into a dialogue
Word-of-Mouth that is spread around the social networks is another advantage
Samsung uses social media for both engaging with its customers and advertising It
has several Facebook pages divided by country and by product Galaxy product range
has fan pages but other products do not Similarly Samsung has fan pages in many
countries In my opinion Samsung still have many things can do by social media
16 25
5 Conclusion
Over the years all kinds of organisations have been undertaking varies of marketing
activities in order to increase their competitiveness in the market which allows them
to sustain their market shares and achieve organisational goals in the business world
Along with the development of mobile phone internet and personal computing
devices a new internet world emerges ie mobile internet In light of this there is a
new name for mobile phones that can effectively access to the internet ie
Smartphone
About the definition of IMC still no common agreement exist (Kim et al 2004) Som
e scholars think that IMC is a new concept while for others they support that the idea
of IMC is not new but just a more efficient way to manage the marketing communicat
ion tools (Kitchen amp Schultz 2009) In order to convey the messages clearly it is nec
essary for the customers to see and hear the same message This could be achieved onl
y if the different marketing communication tools support each-other
As we all know the company of Samsung owns more than $117 billion revenue in 20
11 with global technology (wwwsamsungcom) so much evidence about the integrati
on of the different communication tools could be found First the logo and the key me
ssages are globally standardized The Galaxy S tablet message is similar ndash ldquofreedomrdquo
17 25
ldquolive without limitsrdquo Other similar messages related to the feeling of being free are al
so attached to Galaxy S tablet worldwide
There is also a powerful integration between the different marketing communication t
ools and media For example integration between traditional and online media In ma
ny countries all sales promotions are integrated with direct marketing ndash customers are
required to provide their basic details and e-mails Social media is also very well integ
rated with sales promotions Print adverts are also integrated with sales promotion and
direct to the Samsung website
In an company such as Samsung the main thing creating difficulties is its size It is dif
ficult to co-ordinate the marketing activities in a company with nearly 160 000 emplo
yees Samsung has several official websites ndash the main site (Samsungcom) a site dev
oted only to mobile phone users in specific countries This could lead to confusion for
the customer and currently Samsung is merging these local sites with its global websit
e
18 25
References
Wall Street Journal (2009) Motorola Executive Helped spur Cellphone Revolution
Wall Street Journal 20ndash21 June 2009 p A10
Funk J 2001 The mobile Internet How Japan dialed up and the West disconnected
Pembroke Bermuda ISI Publications
19 25
Apple 2010 ldquoiPhone Developer Program License Agreementrdquo
httpwwwefforgfiles20100302_iphone_dev_agrpdf
Cusumano Michael 2010 ldquoTechnology Strategy and Management The Evolution of
Platform Thinkingrdquo Communications of the ACM 53 (1) 32-34
Martinez Salazar and Marco Martinez 2010 ldquoThe Mobile Phone User Identifying
Top Mobile Applicationsrdquo (April 1 2010) Available at SSRN
httpssrncomabstract=1691210
P Kotler (1980) Marketing Management 3th Edition Published by Prentice
Kotler P Armstrong G Saunders J And Wong V (1999) Principles of Marketing
2nd European edn Pretice- Hall
Denis Adcock Al Halborg and Caroline Ross(2001) Marketing Principles and
Practice 4th edn published by FT Prentice Hall
C Fill (2009) Marketing communications 5th edition Pearson Education
P Kotler (2009) Marketing Management European edition FT Prentice Hall
20 25
Ries A and trout J (1981) Positioning the Battle for Your Mind McGraw- Hall
David Jobber (2006) Principles and Practice of Marketing 6th edn published by
McGraw-Hill
Anderson PH 2001 Relationship development and marketing communication An
integrative model The Journal of Business and Industrial
Pickton D amp Hartley B (1998) Measuring integration an assessment of the quality
of integrated marketing communications International Journal of Advertising
D Schultz amp C Patti (2009) The evolution of IMC IMC in a customer-driven
marketplace Journal of Marketing Communications Vol 15 Nos 2ndash3 AprilndashJuly
2009 pp 75ndash84
L Percy (2008) Strategic integrated marketing communication theory and practice
Butterworth Heinemann
F Brassington amp S Pettitt (2007) Essentials of Marketing second edn FT Prentice
Hall
Spreng RA and Mackoy RD (1996) An empirical examination of a model of
21 25
perceived service quality and satisfaction Journal of Retailing Vol 72 pp 201-14
Shemwell DJ Yavas U and Bilgin Z 11130881998) ``Customer-service provider
relationships an empirical test of a model of service quality satisfaction and
relationship oriented outcome International Journal of Service Industry
Management Vol 9 pp 155-68
Newman K and Pyne T (1996) Quality matters junior doctorsrsquo perceptions
Journal of Management in Medicine Vol 10 No 4 pp 12-23
Morrison J(2006) The International Business Environment 2nd edition Published
by Palgrave MacMillan
Baker J (2007) Marketing strategy and management Publisher Palgrave Macmillan
Blythe J (2006) Marketing Published by SAGE
Egan J (2007) Marketing communications Published by Thomson Learning
Finne amp Gronroos (2009) ldquoRethinking marketing communication From integrated
marketing communication to relationship communicationrdquo Journal of Marketing
Communications Vol 15 Nos 2ndash3 AprilndashJuly 2009 179ndash195
22 25
Kotler P et al (2005) Principles of marketing 4th edition Publisher Pearson
Education
London Butterworth-Heinemann
Kotler P (2003) Marketing management 11th edition Publisher Pearson Education
Kim I Han D amp Schultz D (2004) ldquoUnderstanding the Diffusion of Integrated
Marketing Communicationsrdquo Journal of Advertising Research March 2004 pp 31-45
Kitchen P amp Schultz D (2009) ldquoIMC New horizonfalse dawn for a marketplace in
turmoilrdquo Journal of Marketing Communications Vol 15 Nos 2ndash3 AprilndashJuly
2009 197ndash204
Pickton D amp Broderick A (2005) Integrated Marketing Communications 2nd edition
Publisher Pearson Education
Russell E The fundamentals of marketing Publisher AVA Academia
httpnewscnetcom
23 25
httpwwwecirclecom
httpwwwyoutubecom
httpchroniclingamericalocgovlccnsn850424621906-05-21ed-1seq-7
httpwwwmsnbcmsncomid7432915nstechnology_and_science-wirelesstfirst-
cell-phone-true-brickT2o-y3mP5JE
httpwwwumtsworldcomumtshistoryhtm
Mobile market httpwwwgartnercomitpagejspid=1455314
httpwwwsamsungcom
24 25
iPhone indeed recreates the mobile phone standards in the history It does not only
provide an easy and friendly user environment that allows all to browse internet on
the iPhone but also it has leverage all different systems in the Apple devices and
applications which has namely been called the ecosystem According to Salazar et al
(2010) the key reason why iPhone has great usersrsquo acception and adoption is because
of innovations on iPhone in many ways From a media and digital device provider to a
smartphone provider Apple has an unique ecosystem that includes several platforms
on which iPhone can leverage successfully This has in fact great barrier for other
competitors to follow and react to it (Cusmano 2010) Therefore the launch of
iPhone has indeed taken away many market shares of key players in the industry
including the old time leader ie Nokia
As for Google it has its own unique business model as well which is different from
others It did not enter the smartphone industry until it acquired the operating system
ie Android Since then the Google has successfully entered the smartphone industry
by allowing all software developers to play on the Android system Because the
Android is a open system it has then attracted not only software developers but also
weaker mobile phone manufacturers that have great intention to develop their own
competitive smartphone products which include Samsung With the quick expansion
of Android system the Google rapidly captures the market shares in the smartphone
industry which accounted for about 25 of the total in 2010 With its Android the
8 25
Google has won the confidence of most mobile phone manufacturers around the
world according to the statistics of the Canalys (2010)
3 The importance of marketing management
The marketing guru Philip Kotler has contributed to the development of marketing
management in our modern world According to his early publications the marketing
definition is the human activity directed at satisfying needs and wants through an
exchange process (Kotler 1980) Along with the development of the market and
management theories Kotler and other marketing professionals added more meanings
into the definition of the marketing Marketing is a social managerial process by
which individuals and groups obtain what they need and want through creating and
exchanging products and value with others (Kotler et al 1999)
In fact the American Marketing Association has its own definition of marketing
which considered marketing being ldquoan organisational function and a set of processes
for creating communicating and delivering value to customers and for managing
customer relationships in ways that benefit the organisation and its stakeholdersrdquo
There is no doubt that marketing has long been playing an essential role of developing
all kinds of businesses for all organisations Without proper marketing management
all kinds of businesses would have difficulty in developing effective marketing plans
9 25
implementing their marketing activities to capture more customers and market shares
and eventually helping to improve their business performance in our rapidly-changing
market environment around the world The global market has been changing so
quickly that leads to more uncertainties than ever before In light of this it is very
critical for all kinds of businesses to have effective marketing management in place to
help organisations to respond and react to the ever-changing environment
There are two kinds of environment for all kinds of businesses ie external and
internal environment Both of them can have great impact on all business
organizations the market places where they run businesses and the co-relationship
among all factors (Jobber 2006) In light of this it is very important Thus
understanding environment and using the environment scanning are important
activities for all marketers and organizations Denis A at al (2001) argued that the
marketing environment factors are often referred to as Social Technological
Economic and Political varibles (PEST) In reality the PEST framework for
environmental auditing has been widely used in business work
After analysis the external environment marketers can make decisions and take
relevant approaches to allow organizations to identify and capitalize opportunities
(Kotler et al 1999) Based upon this marketers can then conduct necessary research to
indentify the market segmentations ldquoMarketing research is an essential tool for the
10 25
marketing manager in helping to define and locate market segments and understand
their needs and wantsrdquo (Jobber 2006)
Fill (2009) argues that ldquosegmentation is necessary because a single product is unlikely
to meet the needs of all customers in a mass marketrdquo Thus with proper segmentation
organizations can effectively satisfy targeted customersrsquo needs
After the segmentation process marketers can move forward to utilize the techniques
of marketing mix to carry out the whole marketing activities ldquoFor most physical
goods the marketing mix consists of four elements product price place and
promotion For services the marketing mix can be extended to seven elements with
the addition of people processes and physical evidencerdquo (David Jobber 2006)
Whether marketers can effectively communicate messages to targeted customers or
audience is closely related to the promotion ie the marketing communications
which describe the most important areas of marketing (Pickton amp Hartley 1998) And
the marketing communication mix consists of five communication channels
advertising public relations personal selling direct marketing and sales
promotionFill C (2009)
11 25
With the systematic planning and effective implementation of relevant marketing
techniques marketers can ensure the products or service being successful in the
market
4 Marketing of Samsung
Samsung is one of the largest technology companies in the world founded in 1938 It
has almost 16000 employees in the world and its revenue for exceeds $117 billion in
2009 In the world most countries have Samsung Company Its headquarters are
located in Seoul South Korea Samsung has a big range of home appliances and
consumer electronics The company famous products in the world are TV ldquoGalaxyrdquo
tablet and mobile phones Now Samsung is the biggest mobile phones company in
the world
41 Marketing mix at Samsung
For the definition of marketing communications so far there is still no strict standard
According to Fill (2009) he declares that marketing communications is ldquoa manageme
nt process in which an organization engages with its various audiencesrdquo This include
s various kinds of activities From the view of Egan (2002) he thinks that marketing c
ommunications are ldquothe methods by which the suppliers who provide the goods value
s andor ideas services shows themselves to their target audiences aiming to stimulate
12 25
the dialogue successfully and form a better commercial or other relationshipsrdquo In oth
er words marketing communications are those things which can be transmitted from t
he company to the target audience Fill (2009) once says that there are four major func
tions ndash to differentiate to reinforce to inform and to persuade Selecting the first lette
rs of these four functions we can get DRIP Marketing communications are part of the
marketing mix which consists of Price Place Product and Promotion or the four Ps
According to Fill (2009) they consist of tools media and messages
42 Samsungrsquos message
Message can be defined as a set of symbols words and visual material (pictures
photos) that is sent to the target audience The company (in this case Samsung) could
be a sender as well as its brand name or someone who is advertising their products
(football players celebrities etc) (Kotler 2005) Kotler also argues that a message is
said to be good if it is easy to be understood by the target audience
Samsungrsquos brand main point is ldquoturn on tomorrowrdquo but sometime the company
develop is not follow its brand It stresses on the innovativeness of the companyrsquos
products The old message was ldquoeveryonersquos invitedrdquo but now the company does not
use the old message anymore The company has divided its messages to the target
audience in terms of the product range The main message that is attached to
13 25
Samsungrsquos new Galaxy tablets is ldquoLife without limitsrdquo All other messages regarding
this product range are related to the freedom that they provide In the USA the
message is ldquofeel free to Tabrdquo On the Samsungrsquos YouTube page one can see the same
messages
Samsungrsquos messages are emotional rather than rational That because the nature of the
Samsungrsquos products But there is a little of rational messages like ldquofeaturing a 7rdquo
screenrdquo which are necessary to show the product what the different between other
competitors I think that this type of messages is appropriate to be used If just use
emotional messages the customers may not know what exactly makes Samsungrsquos
products different than the others
43 Advertising at Samsung
Advertising is defined as ldquoany paid form of non-personal communication about an
organization product service or idea by an identified sponsorrdquo Belch amp Belch
(2002) When using advertising the message is normally transmitted via mass media ndash
TV radio newspapers etc A strong feature of advertising is that is can reach many
people sometimes even millions at the same time This is why it is used by large
companies (like Samsung) which aim to reach the mass market The company has
good control over the message and its design but there are almost no opportunities for
14 25
a feedback from the target audience Blythe (2006) argues that advertising has lower
credibility compared to the other marketing communication tools Therefore there is
no warranty that advertising will make the customers to buy the particular product or
service But it is an excellent tool for informing the target audience It is the most
expensive tool but has lowest price per customer reached Companies still spend
millions on advertising each year
Samsungrsquos advertisements are mainly emotional stressing the freedom that the
products provide but have a rational element stressing on their functionality Same
product carries the same type of information but stresses on the innovative technical
features (Google Maps with voice search etc) which explain why it is alleged to be
ldquothe best Android based smartphone in the worldrdquo
44 Sales promotion at Samsung
Belch amp Belch (2002) define sales promotion as ldquothose marketing activities that
provide extra value or incentives to the sales force the distributors or the ultimate
consumer and can stimulate immediate salesrdquo They key word here is ldquoimmediaterdquo
customers are inclined to act here and now Sales promotionsrsquo aim is to achieve short-
term increase in sales Baker (2007) argues that their credibility is at medium level
and the message is well controlled It is important for the sales promotion to continue
15 25
for a short period of time If it continues too long the customers may assume the
discounted price as a normal one and to postpone their buying decision until next
promotion
You can find all Samsung promotions on their website The customer can change the
country of residence to see the local promotions But the sites are different Due to
nature of the products the vast majority of sales promotions are of a lottery type where
there a big prize is won In my opinion the company uses this way not because to
increase its short-term sales but to increase the brand awareness and increase new
subscribers that who e-mail addresses will be used for direct marketing purposes
45 Social media at Samsung
Social media is a new phenomenon it develops speed very fast and more and more
important for the companyrsquos marketing communication The most powerful feature of
social networking is that it allows the customers and the company to into a dialogue
Word-of-Mouth that is spread around the social networks is another advantage
Samsung uses social media for both engaging with its customers and advertising It
has several Facebook pages divided by country and by product Galaxy product range
has fan pages but other products do not Similarly Samsung has fan pages in many
countries In my opinion Samsung still have many things can do by social media
16 25
5 Conclusion
Over the years all kinds of organisations have been undertaking varies of marketing
activities in order to increase their competitiveness in the market which allows them
to sustain their market shares and achieve organisational goals in the business world
Along with the development of mobile phone internet and personal computing
devices a new internet world emerges ie mobile internet In light of this there is a
new name for mobile phones that can effectively access to the internet ie
Smartphone
About the definition of IMC still no common agreement exist (Kim et al 2004) Som
e scholars think that IMC is a new concept while for others they support that the idea
of IMC is not new but just a more efficient way to manage the marketing communicat
ion tools (Kitchen amp Schultz 2009) In order to convey the messages clearly it is nec
essary for the customers to see and hear the same message This could be achieved onl
y if the different marketing communication tools support each-other
As we all know the company of Samsung owns more than $117 billion revenue in 20
11 with global technology (wwwsamsungcom) so much evidence about the integrati
on of the different communication tools could be found First the logo and the key me
ssages are globally standardized The Galaxy S tablet message is similar ndash ldquofreedomrdquo
17 25
ldquolive without limitsrdquo Other similar messages related to the feeling of being free are al
so attached to Galaxy S tablet worldwide
There is also a powerful integration between the different marketing communication t
ools and media For example integration between traditional and online media In ma
ny countries all sales promotions are integrated with direct marketing ndash customers are
required to provide their basic details and e-mails Social media is also very well integ
rated with sales promotions Print adverts are also integrated with sales promotion and
direct to the Samsung website
In an company such as Samsung the main thing creating difficulties is its size It is dif
ficult to co-ordinate the marketing activities in a company with nearly 160 000 emplo
yees Samsung has several official websites ndash the main site (Samsungcom) a site dev
oted only to mobile phone users in specific countries This could lead to confusion for
the customer and currently Samsung is merging these local sites with its global websit
e
18 25
References
Wall Street Journal (2009) Motorola Executive Helped spur Cellphone Revolution
Wall Street Journal 20ndash21 June 2009 p A10
Funk J 2001 The mobile Internet How Japan dialed up and the West disconnected
Pembroke Bermuda ISI Publications
19 25
Apple 2010 ldquoiPhone Developer Program License Agreementrdquo
httpwwwefforgfiles20100302_iphone_dev_agrpdf
Cusumano Michael 2010 ldquoTechnology Strategy and Management The Evolution of
Platform Thinkingrdquo Communications of the ACM 53 (1) 32-34
Martinez Salazar and Marco Martinez 2010 ldquoThe Mobile Phone User Identifying
Top Mobile Applicationsrdquo (April 1 2010) Available at SSRN
httpssrncomabstract=1691210
P Kotler (1980) Marketing Management 3th Edition Published by Prentice
Kotler P Armstrong G Saunders J And Wong V (1999) Principles of Marketing
2nd European edn Pretice- Hall
Denis Adcock Al Halborg and Caroline Ross(2001) Marketing Principles and
Practice 4th edn published by FT Prentice Hall
C Fill (2009) Marketing communications 5th edition Pearson Education
P Kotler (2009) Marketing Management European edition FT Prentice Hall
20 25
Ries A and trout J (1981) Positioning the Battle for Your Mind McGraw- Hall
David Jobber (2006) Principles and Practice of Marketing 6th edn published by
McGraw-Hill
Anderson PH 2001 Relationship development and marketing communication An
integrative model The Journal of Business and Industrial
Pickton D amp Hartley B (1998) Measuring integration an assessment of the quality
of integrated marketing communications International Journal of Advertising
D Schultz amp C Patti (2009) The evolution of IMC IMC in a customer-driven
marketplace Journal of Marketing Communications Vol 15 Nos 2ndash3 AprilndashJuly
2009 pp 75ndash84
L Percy (2008) Strategic integrated marketing communication theory and practice
Butterworth Heinemann
F Brassington amp S Pettitt (2007) Essentials of Marketing second edn FT Prentice
Hall
Spreng RA and Mackoy RD (1996) An empirical examination of a model of
21 25
perceived service quality and satisfaction Journal of Retailing Vol 72 pp 201-14
Shemwell DJ Yavas U and Bilgin Z 11130881998) ``Customer-service provider
relationships an empirical test of a model of service quality satisfaction and
relationship oriented outcome International Journal of Service Industry
Management Vol 9 pp 155-68
Newman K and Pyne T (1996) Quality matters junior doctorsrsquo perceptions
Journal of Management in Medicine Vol 10 No 4 pp 12-23
Morrison J(2006) The International Business Environment 2nd edition Published
by Palgrave MacMillan
Baker J (2007) Marketing strategy and management Publisher Palgrave Macmillan
Blythe J (2006) Marketing Published by SAGE
Egan J (2007) Marketing communications Published by Thomson Learning
Finne amp Gronroos (2009) ldquoRethinking marketing communication From integrated
marketing communication to relationship communicationrdquo Journal of Marketing
Communications Vol 15 Nos 2ndash3 AprilndashJuly 2009 179ndash195
22 25
Kotler P et al (2005) Principles of marketing 4th edition Publisher Pearson
Education
London Butterworth-Heinemann
Kotler P (2003) Marketing management 11th edition Publisher Pearson Education
Kim I Han D amp Schultz D (2004) ldquoUnderstanding the Diffusion of Integrated
Marketing Communicationsrdquo Journal of Advertising Research March 2004 pp 31-45
Kitchen P amp Schultz D (2009) ldquoIMC New horizonfalse dawn for a marketplace in
turmoilrdquo Journal of Marketing Communications Vol 15 Nos 2ndash3 AprilndashJuly
2009 197ndash204
Pickton D amp Broderick A (2005) Integrated Marketing Communications 2nd edition
Publisher Pearson Education
Russell E The fundamentals of marketing Publisher AVA Academia
httpnewscnetcom
23 25
httpwwwecirclecom
httpwwwyoutubecom
httpchroniclingamericalocgovlccnsn850424621906-05-21ed-1seq-7
httpwwwmsnbcmsncomid7432915nstechnology_and_science-wirelesstfirst-
cell-phone-true-brickT2o-y3mP5JE
httpwwwumtsworldcomumtshistoryhtm
Mobile market httpwwwgartnercomitpagejspid=1455314
httpwwwsamsungcom
24 25
Google has won the confidence of most mobile phone manufacturers around the
world according to the statistics of the Canalys (2010)
3 The importance of marketing management
The marketing guru Philip Kotler has contributed to the development of marketing
management in our modern world According to his early publications the marketing
definition is the human activity directed at satisfying needs and wants through an
exchange process (Kotler 1980) Along with the development of the market and
management theories Kotler and other marketing professionals added more meanings
into the definition of the marketing Marketing is a social managerial process by
which individuals and groups obtain what they need and want through creating and
exchanging products and value with others (Kotler et al 1999)
In fact the American Marketing Association has its own definition of marketing
which considered marketing being ldquoan organisational function and a set of processes
for creating communicating and delivering value to customers and for managing
customer relationships in ways that benefit the organisation and its stakeholdersrdquo
There is no doubt that marketing has long been playing an essential role of developing
all kinds of businesses for all organisations Without proper marketing management
all kinds of businesses would have difficulty in developing effective marketing plans
9 25
implementing their marketing activities to capture more customers and market shares
and eventually helping to improve their business performance in our rapidly-changing
market environment around the world The global market has been changing so
quickly that leads to more uncertainties than ever before In light of this it is very
critical for all kinds of businesses to have effective marketing management in place to
help organisations to respond and react to the ever-changing environment
There are two kinds of environment for all kinds of businesses ie external and
internal environment Both of them can have great impact on all business
organizations the market places where they run businesses and the co-relationship
among all factors (Jobber 2006) In light of this it is very important Thus
understanding environment and using the environment scanning are important
activities for all marketers and organizations Denis A at al (2001) argued that the
marketing environment factors are often referred to as Social Technological
Economic and Political varibles (PEST) In reality the PEST framework for
environmental auditing has been widely used in business work
After analysis the external environment marketers can make decisions and take
relevant approaches to allow organizations to identify and capitalize opportunities
(Kotler et al 1999) Based upon this marketers can then conduct necessary research to
indentify the market segmentations ldquoMarketing research is an essential tool for the
10 25
marketing manager in helping to define and locate market segments and understand
their needs and wantsrdquo (Jobber 2006)
Fill (2009) argues that ldquosegmentation is necessary because a single product is unlikely
to meet the needs of all customers in a mass marketrdquo Thus with proper segmentation
organizations can effectively satisfy targeted customersrsquo needs
After the segmentation process marketers can move forward to utilize the techniques
of marketing mix to carry out the whole marketing activities ldquoFor most physical
goods the marketing mix consists of four elements product price place and
promotion For services the marketing mix can be extended to seven elements with
the addition of people processes and physical evidencerdquo (David Jobber 2006)
Whether marketers can effectively communicate messages to targeted customers or
audience is closely related to the promotion ie the marketing communications
which describe the most important areas of marketing (Pickton amp Hartley 1998) And
the marketing communication mix consists of five communication channels
advertising public relations personal selling direct marketing and sales
promotionFill C (2009)
11 25
With the systematic planning and effective implementation of relevant marketing
techniques marketers can ensure the products or service being successful in the
market
4 Marketing of Samsung
Samsung is one of the largest technology companies in the world founded in 1938 It
has almost 16000 employees in the world and its revenue for exceeds $117 billion in
2009 In the world most countries have Samsung Company Its headquarters are
located in Seoul South Korea Samsung has a big range of home appliances and
consumer electronics The company famous products in the world are TV ldquoGalaxyrdquo
tablet and mobile phones Now Samsung is the biggest mobile phones company in
the world
41 Marketing mix at Samsung
For the definition of marketing communications so far there is still no strict standard
According to Fill (2009) he declares that marketing communications is ldquoa manageme
nt process in which an organization engages with its various audiencesrdquo This include
s various kinds of activities From the view of Egan (2002) he thinks that marketing c
ommunications are ldquothe methods by which the suppliers who provide the goods value
s andor ideas services shows themselves to their target audiences aiming to stimulate
12 25
the dialogue successfully and form a better commercial or other relationshipsrdquo In oth
er words marketing communications are those things which can be transmitted from t
he company to the target audience Fill (2009) once says that there are four major func
tions ndash to differentiate to reinforce to inform and to persuade Selecting the first lette
rs of these four functions we can get DRIP Marketing communications are part of the
marketing mix which consists of Price Place Product and Promotion or the four Ps
According to Fill (2009) they consist of tools media and messages
42 Samsungrsquos message
Message can be defined as a set of symbols words and visual material (pictures
photos) that is sent to the target audience The company (in this case Samsung) could
be a sender as well as its brand name or someone who is advertising their products
(football players celebrities etc) (Kotler 2005) Kotler also argues that a message is
said to be good if it is easy to be understood by the target audience
Samsungrsquos brand main point is ldquoturn on tomorrowrdquo but sometime the company
develop is not follow its brand It stresses on the innovativeness of the companyrsquos
products The old message was ldquoeveryonersquos invitedrdquo but now the company does not
use the old message anymore The company has divided its messages to the target
audience in terms of the product range The main message that is attached to
13 25
Samsungrsquos new Galaxy tablets is ldquoLife without limitsrdquo All other messages regarding
this product range are related to the freedom that they provide In the USA the
message is ldquofeel free to Tabrdquo On the Samsungrsquos YouTube page one can see the same
messages
Samsungrsquos messages are emotional rather than rational That because the nature of the
Samsungrsquos products But there is a little of rational messages like ldquofeaturing a 7rdquo
screenrdquo which are necessary to show the product what the different between other
competitors I think that this type of messages is appropriate to be used If just use
emotional messages the customers may not know what exactly makes Samsungrsquos
products different than the others
43 Advertising at Samsung
Advertising is defined as ldquoany paid form of non-personal communication about an
organization product service or idea by an identified sponsorrdquo Belch amp Belch
(2002) When using advertising the message is normally transmitted via mass media ndash
TV radio newspapers etc A strong feature of advertising is that is can reach many
people sometimes even millions at the same time This is why it is used by large
companies (like Samsung) which aim to reach the mass market The company has
good control over the message and its design but there are almost no opportunities for
14 25
a feedback from the target audience Blythe (2006) argues that advertising has lower
credibility compared to the other marketing communication tools Therefore there is
no warranty that advertising will make the customers to buy the particular product or
service But it is an excellent tool for informing the target audience It is the most
expensive tool but has lowest price per customer reached Companies still spend
millions on advertising each year
Samsungrsquos advertisements are mainly emotional stressing the freedom that the
products provide but have a rational element stressing on their functionality Same
product carries the same type of information but stresses on the innovative technical
features (Google Maps with voice search etc) which explain why it is alleged to be
ldquothe best Android based smartphone in the worldrdquo
44 Sales promotion at Samsung
Belch amp Belch (2002) define sales promotion as ldquothose marketing activities that
provide extra value or incentives to the sales force the distributors or the ultimate
consumer and can stimulate immediate salesrdquo They key word here is ldquoimmediaterdquo
customers are inclined to act here and now Sales promotionsrsquo aim is to achieve short-
term increase in sales Baker (2007) argues that their credibility is at medium level
and the message is well controlled It is important for the sales promotion to continue
15 25
for a short period of time If it continues too long the customers may assume the
discounted price as a normal one and to postpone their buying decision until next
promotion
You can find all Samsung promotions on their website The customer can change the
country of residence to see the local promotions But the sites are different Due to
nature of the products the vast majority of sales promotions are of a lottery type where
there a big prize is won In my opinion the company uses this way not because to
increase its short-term sales but to increase the brand awareness and increase new
subscribers that who e-mail addresses will be used for direct marketing purposes
45 Social media at Samsung
Social media is a new phenomenon it develops speed very fast and more and more
important for the companyrsquos marketing communication The most powerful feature of
social networking is that it allows the customers and the company to into a dialogue
Word-of-Mouth that is spread around the social networks is another advantage
Samsung uses social media for both engaging with its customers and advertising It
has several Facebook pages divided by country and by product Galaxy product range
has fan pages but other products do not Similarly Samsung has fan pages in many
countries In my opinion Samsung still have many things can do by social media
16 25
5 Conclusion
Over the years all kinds of organisations have been undertaking varies of marketing
activities in order to increase their competitiveness in the market which allows them
to sustain their market shares and achieve organisational goals in the business world
Along with the development of mobile phone internet and personal computing
devices a new internet world emerges ie mobile internet In light of this there is a
new name for mobile phones that can effectively access to the internet ie
Smartphone
About the definition of IMC still no common agreement exist (Kim et al 2004) Som
e scholars think that IMC is a new concept while for others they support that the idea
of IMC is not new but just a more efficient way to manage the marketing communicat
ion tools (Kitchen amp Schultz 2009) In order to convey the messages clearly it is nec
essary for the customers to see and hear the same message This could be achieved onl
y if the different marketing communication tools support each-other
As we all know the company of Samsung owns more than $117 billion revenue in 20
11 with global technology (wwwsamsungcom) so much evidence about the integrati
on of the different communication tools could be found First the logo and the key me
ssages are globally standardized The Galaxy S tablet message is similar ndash ldquofreedomrdquo
17 25
ldquolive without limitsrdquo Other similar messages related to the feeling of being free are al
so attached to Galaxy S tablet worldwide
There is also a powerful integration between the different marketing communication t
ools and media For example integration between traditional and online media In ma
ny countries all sales promotions are integrated with direct marketing ndash customers are
required to provide their basic details and e-mails Social media is also very well integ
rated with sales promotions Print adverts are also integrated with sales promotion and
direct to the Samsung website
In an company such as Samsung the main thing creating difficulties is its size It is dif
ficult to co-ordinate the marketing activities in a company with nearly 160 000 emplo
yees Samsung has several official websites ndash the main site (Samsungcom) a site dev
oted only to mobile phone users in specific countries This could lead to confusion for
the customer and currently Samsung is merging these local sites with its global websit
e
18 25
References
Wall Street Journal (2009) Motorola Executive Helped spur Cellphone Revolution
Wall Street Journal 20ndash21 June 2009 p A10
Funk J 2001 The mobile Internet How Japan dialed up and the West disconnected
Pembroke Bermuda ISI Publications
19 25
Apple 2010 ldquoiPhone Developer Program License Agreementrdquo
httpwwwefforgfiles20100302_iphone_dev_agrpdf
Cusumano Michael 2010 ldquoTechnology Strategy and Management The Evolution of
Platform Thinkingrdquo Communications of the ACM 53 (1) 32-34
Martinez Salazar and Marco Martinez 2010 ldquoThe Mobile Phone User Identifying
Top Mobile Applicationsrdquo (April 1 2010) Available at SSRN
httpssrncomabstract=1691210
P Kotler (1980) Marketing Management 3th Edition Published by Prentice
Kotler P Armstrong G Saunders J And Wong V (1999) Principles of Marketing
2nd European edn Pretice- Hall
Denis Adcock Al Halborg and Caroline Ross(2001) Marketing Principles and
Practice 4th edn published by FT Prentice Hall
C Fill (2009) Marketing communications 5th edition Pearson Education
P Kotler (2009) Marketing Management European edition FT Prentice Hall
20 25
Ries A and trout J (1981) Positioning the Battle for Your Mind McGraw- Hall
David Jobber (2006) Principles and Practice of Marketing 6th edn published by
McGraw-Hill
Anderson PH 2001 Relationship development and marketing communication An
integrative model The Journal of Business and Industrial
Pickton D amp Hartley B (1998) Measuring integration an assessment of the quality
of integrated marketing communications International Journal of Advertising
D Schultz amp C Patti (2009) The evolution of IMC IMC in a customer-driven
marketplace Journal of Marketing Communications Vol 15 Nos 2ndash3 AprilndashJuly
2009 pp 75ndash84
L Percy (2008) Strategic integrated marketing communication theory and practice
Butterworth Heinemann
F Brassington amp S Pettitt (2007) Essentials of Marketing second edn FT Prentice
Hall
Spreng RA and Mackoy RD (1996) An empirical examination of a model of
21 25
perceived service quality and satisfaction Journal of Retailing Vol 72 pp 201-14
Shemwell DJ Yavas U and Bilgin Z 11130881998) ``Customer-service provider
relationships an empirical test of a model of service quality satisfaction and
relationship oriented outcome International Journal of Service Industry
Management Vol 9 pp 155-68
Newman K and Pyne T (1996) Quality matters junior doctorsrsquo perceptions
Journal of Management in Medicine Vol 10 No 4 pp 12-23
Morrison J(2006) The International Business Environment 2nd edition Published
by Palgrave MacMillan
Baker J (2007) Marketing strategy and management Publisher Palgrave Macmillan
Blythe J (2006) Marketing Published by SAGE
Egan J (2007) Marketing communications Published by Thomson Learning
Finne amp Gronroos (2009) ldquoRethinking marketing communication From integrated
marketing communication to relationship communicationrdquo Journal of Marketing
Communications Vol 15 Nos 2ndash3 AprilndashJuly 2009 179ndash195
22 25
Kotler P et al (2005) Principles of marketing 4th edition Publisher Pearson
Education
London Butterworth-Heinemann
Kotler P (2003) Marketing management 11th edition Publisher Pearson Education
Kim I Han D amp Schultz D (2004) ldquoUnderstanding the Diffusion of Integrated
Marketing Communicationsrdquo Journal of Advertising Research March 2004 pp 31-45
Kitchen P amp Schultz D (2009) ldquoIMC New horizonfalse dawn for a marketplace in
turmoilrdquo Journal of Marketing Communications Vol 15 Nos 2ndash3 AprilndashJuly
2009 197ndash204
Pickton D amp Broderick A (2005) Integrated Marketing Communications 2nd edition
Publisher Pearson Education
Russell E The fundamentals of marketing Publisher AVA Academia
httpnewscnetcom
23 25
httpwwwecirclecom
httpwwwyoutubecom
httpchroniclingamericalocgovlccnsn850424621906-05-21ed-1seq-7
httpwwwmsnbcmsncomid7432915nstechnology_and_science-wirelesstfirst-
cell-phone-true-brickT2o-y3mP5JE
httpwwwumtsworldcomumtshistoryhtm
Mobile market httpwwwgartnercomitpagejspid=1455314
httpwwwsamsungcom
24 25
implementing their marketing activities to capture more customers and market shares
and eventually helping to improve their business performance in our rapidly-changing
market environment around the world The global market has been changing so
quickly that leads to more uncertainties than ever before In light of this it is very
critical for all kinds of businesses to have effective marketing management in place to
help organisations to respond and react to the ever-changing environment
There are two kinds of environment for all kinds of businesses ie external and
internal environment Both of them can have great impact on all business
organizations the market places where they run businesses and the co-relationship
among all factors (Jobber 2006) In light of this it is very important Thus
understanding environment and using the environment scanning are important
activities for all marketers and organizations Denis A at al (2001) argued that the
marketing environment factors are often referred to as Social Technological
Economic and Political varibles (PEST) In reality the PEST framework for
environmental auditing has been widely used in business work
After analysis the external environment marketers can make decisions and take
relevant approaches to allow organizations to identify and capitalize opportunities
(Kotler et al 1999) Based upon this marketers can then conduct necessary research to
indentify the market segmentations ldquoMarketing research is an essential tool for the
10 25
marketing manager in helping to define and locate market segments and understand
their needs and wantsrdquo (Jobber 2006)
Fill (2009) argues that ldquosegmentation is necessary because a single product is unlikely
to meet the needs of all customers in a mass marketrdquo Thus with proper segmentation
organizations can effectively satisfy targeted customersrsquo needs
After the segmentation process marketers can move forward to utilize the techniques
of marketing mix to carry out the whole marketing activities ldquoFor most physical
goods the marketing mix consists of four elements product price place and
promotion For services the marketing mix can be extended to seven elements with
the addition of people processes and physical evidencerdquo (David Jobber 2006)
Whether marketers can effectively communicate messages to targeted customers or
audience is closely related to the promotion ie the marketing communications
which describe the most important areas of marketing (Pickton amp Hartley 1998) And
the marketing communication mix consists of five communication channels
advertising public relations personal selling direct marketing and sales
promotionFill C (2009)
11 25
With the systematic planning and effective implementation of relevant marketing
techniques marketers can ensure the products or service being successful in the
market
4 Marketing of Samsung
Samsung is one of the largest technology companies in the world founded in 1938 It
has almost 16000 employees in the world and its revenue for exceeds $117 billion in
2009 In the world most countries have Samsung Company Its headquarters are
located in Seoul South Korea Samsung has a big range of home appliances and
consumer electronics The company famous products in the world are TV ldquoGalaxyrdquo
tablet and mobile phones Now Samsung is the biggest mobile phones company in
the world
41 Marketing mix at Samsung
For the definition of marketing communications so far there is still no strict standard
According to Fill (2009) he declares that marketing communications is ldquoa manageme
nt process in which an organization engages with its various audiencesrdquo This include
s various kinds of activities From the view of Egan (2002) he thinks that marketing c
ommunications are ldquothe methods by which the suppliers who provide the goods value
s andor ideas services shows themselves to their target audiences aiming to stimulate
12 25
the dialogue successfully and form a better commercial or other relationshipsrdquo In oth
er words marketing communications are those things which can be transmitted from t
he company to the target audience Fill (2009) once says that there are four major func
tions ndash to differentiate to reinforce to inform and to persuade Selecting the first lette
rs of these four functions we can get DRIP Marketing communications are part of the
marketing mix which consists of Price Place Product and Promotion or the four Ps
According to Fill (2009) they consist of tools media and messages
42 Samsungrsquos message
Message can be defined as a set of symbols words and visual material (pictures
photos) that is sent to the target audience The company (in this case Samsung) could
be a sender as well as its brand name or someone who is advertising their products
(football players celebrities etc) (Kotler 2005) Kotler also argues that a message is
said to be good if it is easy to be understood by the target audience
Samsungrsquos brand main point is ldquoturn on tomorrowrdquo but sometime the company
develop is not follow its brand It stresses on the innovativeness of the companyrsquos
products The old message was ldquoeveryonersquos invitedrdquo but now the company does not
use the old message anymore The company has divided its messages to the target
audience in terms of the product range The main message that is attached to
13 25
Samsungrsquos new Galaxy tablets is ldquoLife without limitsrdquo All other messages regarding
this product range are related to the freedom that they provide In the USA the
message is ldquofeel free to Tabrdquo On the Samsungrsquos YouTube page one can see the same
messages
Samsungrsquos messages are emotional rather than rational That because the nature of the
Samsungrsquos products But there is a little of rational messages like ldquofeaturing a 7rdquo
screenrdquo which are necessary to show the product what the different between other
competitors I think that this type of messages is appropriate to be used If just use
emotional messages the customers may not know what exactly makes Samsungrsquos
products different than the others
43 Advertising at Samsung
Advertising is defined as ldquoany paid form of non-personal communication about an
organization product service or idea by an identified sponsorrdquo Belch amp Belch
(2002) When using advertising the message is normally transmitted via mass media ndash
TV radio newspapers etc A strong feature of advertising is that is can reach many
people sometimes even millions at the same time This is why it is used by large
companies (like Samsung) which aim to reach the mass market The company has
good control over the message and its design but there are almost no opportunities for
14 25
a feedback from the target audience Blythe (2006) argues that advertising has lower
credibility compared to the other marketing communication tools Therefore there is
no warranty that advertising will make the customers to buy the particular product or
service But it is an excellent tool for informing the target audience It is the most
expensive tool but has lowest price per customer reached Companies still spend
millions on advertising each year
Samsungrsquos advertisements are mainly emotional stressing the freedom that the
products provide but have a rational element stressing on their functionality Same
product carries the same type of information but stresses on the innovative technical
features (Google Maps with voice search etc) which explain why it is alleged to be
ldquothe best Android based smartphone in the worldrdquo
44 Sales promotion at Samsung
Belch amp Belch (2002) define sales promotion as ldquothose marketing activities that
provide extra value or incentives to the sales force the distributors or the ultimate
consumer and can stimulate immediate salesrdquo They key word here is ldquoimmediaterdquo
customers are inclined to act here and now Sales promotionsrsquo aim is to achieve short-
term increase in sales Baker (2007) argues that their credibility is at medium level
and the message is well controlled It is important for the sales promotion to continue
15 25
for a short period of time If it continues too long the customers may assume the
discounted price as a normal one and to postpone their buying decision until next
promotion
You can find all Samsung promotions on their website The customer can change the
country of residence to see the local promotions But the sites are different Due to
nature of the products the vast majority of sales promotions are of a lottery type where
there a big prize is won In my opinion the company uses this way not because to
increase its short-term sales but to increase the brand awareness and increase new
subscribers that who e-mail addresses will be used for direct marketing purposes
45 Social media at Samsung
Social media is a new phenomenon it develops speed very fast and more and more
important for the companyrsquos marketing communication The most powerful feature of
social networking is that it allows the customers and the company to into a dialogue
Word-of-Mouth that is spread around the social networks is another advantage
Samsung uses social media for both engaging with its customers and advertising It
has several Facebook pages divided by country and by product Galaxy product range
has fan pages but other products do not Similarly Samsung has fan pages in many
countries In my opinion Samsung still have many things can do by social media
16 25
5 Conclusion
Over the years all kinds of organisations have been undertaking varies of marketing
activities in order to increase their competitiveness in the market which allows them
to sustain their market shares and achieve organisational goals in the business world
Along with the development of mobile phone internet and personal computing
devices a new internet world emerges ie mobile internet In light of this there is a
new name for mobile phones that can effectively access to the internet ie
Smartphone
About the definition of IMC still no common agreement exist (Kim et al 2004) Som
e scholars think that IMC is a new concept while for others they support that the idea
of IMC is not new but just a more efficient way to manage the marketing communicat
ion tools (Kitchen amp Schultz 2009) In order to convey the messages clearly it is nec
essary for the customers to see and hear the same message This could be achieved onl
y if the different marketing communication tools support each-other
As we all know the company of Samsung owns more than $117 billion revenue in 20
11 with global technology (wwwsamsungcom) so much evidence about the integrati
on of the different communication tools could be found First the logo and the key me
ssages are globally standardized The Galaxy S tablet message is similar ndash ldquofreedomrdquo
17 25
ldquolive without limitsrdquo Other similar messages related to the feeling of being free are al
so attached to Galaxy S tablet worldwide
There is also a powerful integration between the different marketing communication t
ools and media For example integration between traditional and online media In ma
ny countries all sales promotions are integrated with direct marketing ndash customers are
required to provide their basic details and e-mails Social media is also very well integ
rated with sales promotions Print adverts are also integrated with sales promotion and
direct to the Samsung website
In an company such as Samsung the main thing creating difficulties is its size It is dif
ficult to co-ordinate the marketing activities in a company with nearly 160 000 emplo
yees Samsung has several official websites ndash the main site (Samsungcom) a site dev
oted only to mobile phone users in specific countries This could lead to confusion for
the customer and currently Samsung is merging these local sites with its global websit
e
18 25
References
Wall Street Journal (2009) Motorola Executive Helped spur Cellphone Revolution
Wall Street Journal 20ndash21 June 2009 p A10
Funk J 2001 The mobile Internet How Japan dialed up and the West disconnected
Pembroke Bermuda ISI Publications
19 25
Apple 2010 ldquoiPhone Developer Program License Agreementrdquo
httpwwwefforgfiles20100302_iphone_dev_agrpdf
Cusumano Michael 2010 ldquoTechnology Strategy and Management The Evolution of
Platform Thinkingrdquo Communications of the ACM 53 (1) 32-34
Martinez Salazar and Marco Martinez 2010 ldquoThe Mobile Phone User Identifying
Top Mobile Applicationsrdquo (April 1 2010) Available at SSRN
httpssrncomabstract=1691210
P Kotler (1980) Marketing Management 3th Edition Published by Prentice
Kotler P Armstrong G Saunders J And Wong V (1999) Principles of Marketing
2nd European edn Pretice- Hall
Denis Adcock Al Halborg and Caroline Ross(2001) Marketing Principles and
Practice 4th edn published by FT Prentice Hall
C Fill (2009) Marketing communications 5th edition Pearson Education
P Kotler (2009) Marketing Management European edition FT Prentice Hall
20 25
Ries A and trout J (1981) Positioning the Battle for Your Mind McGraw- Hall
David Jobber (2006) Principles and Practice of Marketing 6th edn published by
McGraw-Hill
Anderson PH 2001 Relationship development and marketing communication An
integrative model The Journal of Business and Industrial
Pickton D amp Hartley B (1998) Measuring integration an assessment of the quality
of integrated marketing communications International Journal of Advertising
D Schultz amp C Patti (2009) The evolution of IMC IMC in a customer-driven
marketplace Journal of Marketing Communications Vol 15 Nos 2ndash3 AprilndashJuly
2009 pp 75ndash84
L Percy (2008) Strategic integrated marketing communication theory and practice
Butterworth Heinemann
F Brassington amp S Pettitt (2007) Essentials of Marketing second edn FT Prentice
Hall
Spreng RA and Mackoy RD (1996) An empirical examination of a model of
21 25
perceived service quality and satisfaction Journal of Retailing Vol 72 pp 201-14
Shemwell DJ Yavas U and Bilgin Z 11130881998) ``Customer-service provider
relationships an empirical test of a model of service quality satisfaction and
relationship oriented outcome International Journal of Service Industry
Management Vol 9 pp 155-68
Newman K and Pyne T (1996) Quality matters junior doctorsrsquo perceptions
Journal of Management in Medicine Vol 10 No 4 pp 12-23
Morrison J(2006) The International Business Environment 2nd edition Published
by Palgrave MacMillan
Baker J (2007) Marketing strategy and management Publisher Palgrave Macmillan
Blythe J (2006) Marketing Published by SAGE
Egan J (2007) Marketing communications Published by Thomson Learning
Finne amp Gronroos (2009) ldquoRethinking marketing communication From integrated
marketing communication to relationship communicationrdquo Journal of Marketing
Communications Vol 15 Nos 2ndash3 AprilndashJuly 2009 179ndash195
22 25
Kotler P et al (2005) Principles of marketing 4th edition Publisher Pearson
Education
London Butterworth-Heinemann
Kotler P (2003) Marketing management 11th edition Publisher Pearson Education
Kim I Han D amp Schultz D (2004) ldquoUnderstanding the Diffusion of Integrated
Marketing Communicationsrdquo Journal of Advertising Research March 2004 pp 31-45
Kitchen P amp Schultz D (2009) ldquoIMC New horizonfalse dawn for a marketplace in
turmoilrdquo Journal of Marketing Communications Vol 15 Nos 2ndash3 AprilndashJuly
2009 197ndash204
Pickton D amp Broderick A (2005) Integrated Marketing Communications 2nd edition
Publisher Pearson Education
Russell E The fundamentals of marketing Publisher AVA Academia
httpnewscnetcom
23 25
httpwwwecirclecom
httpwwwyoutubecom
httpchroniclingamericalocgovlccnsn850424621906-05-21ed-1seq-7
httpwwwmsnbcmsncomid7432915nstechnology_and_science-wirelesstfirst-
cell-phone-true-brickT2o-y3mP5JE
httpwwwumtsworldcomumtshistoryhtm
Mobile market httpwwwgartnercomitpagejspid=1455314
httpwwwsamsungcom
24 25
marketing manager in helping to define and locate market segments and understand
their needs and wantsrdquo (Jobber 2006)
Fill (2009) argues that ldquosegmentation is necessary because a single product is unlikely
to meet the needs of all customers in a mass marketrdquo Thus with proper segmentation
organizations can effectively satisfy targeted customersrsquo needs
After the segmentation process marketers can move forward to utilize the techniques
of marketing mix to carry out the whole marketing activities ldquoFor most physical
goods the marketing mix consists of four elements product price place and
promotion For services the marketing mix can be extended to seven elements with
the addition of people processes and physical evidencerdquo (David Jobber 2006)
Whether marketers can effectively communicate messages to targeted customers or
audience is closely related to the promotion ie the marketing communications
which describe the most important areas of marketing (Pickton amp Hartley 1998) And
the marketing communication mix consists of five communication channels
advertising public relations personal selling direct marketing and sales
promotionFill C (2009)
11 25
With the systematic planning and effective implementation of relevant marketing
techniques marketers can ensure the products or service being successful in the
market
4 Marketing of Samsung
Samsung is one of the largest technology companies in the world founded in 1938 It
has almost 16000 employees in the world and its revenue for exceeds $117 billion in
2009 In the world most countries have Samsung Company Its headquarters are
located in Seoul South Korea Samsung has a big range of home appliances and
consumer electronics The company famous products in the world are TV ldquoGalaxyrdquo
tablet and mobile phones Now Samsung is the biggest mobile phones company in
the world
41 Marketing mix at Samsung
For the definition of marketing communications so far there is still no strict standard
According to Fill (2009) he declares that marketing communications is ldquoa manageme
nt process in which an organization engages with its various audiencesrdquo This include
s various kinds of activities From the view of Egan (2002) he thinks that marketing c
ommunications are ldquothe methods by which the suppliers who provide the goods value
s andor ideas services shows themselves to their target audiences aiming to stimulate
12 25
the dialogue successfully and form a better commercial or other relationshipsrdquo In oth
er words marketing communications are those things which can be transmitted from t
he company to the target audience Fill (2009) once says that there are four major func
tions ndash to differentiate to reinforce to inform and to persuade Selecting the first lette
rs of these four functions we can get DRIP Marketing communications are part of the
marketing mix which consists of Price Place Product and Promotion or the four Ps
According to Fill (2009) they consist of tools media and messages
42 Samsungrsquos message
Message can be defined as a set of symbols words and visual material (pictures
photos) that is sent to the target audience The company (in this case Samsung) could
be a sender as well as its brand name or someone who is advertising their products
(football players celebrities etc) (Kotler 2005) Kotler also argues that a message is
said to be good if it is easy to be understood by the target audience
Samsungrsquos brand main point is ldquoturn on tomorrowrdquo but sometime the company
develop is not follow its brand It stresses on the innovativeness of the companyrsquos
products The old message was ldquoeveryonersquos invitedrdquo but now the company does not
use the old message anymore The company has divided its messages to the target
audience in terms of the product range The main message that is attached to
13 25
Samsungrsquos new Galaxy tablets is ldquoLife without limitsrdquo All other messages regarding
this product range are related to the freedom that they provide In the USA the
message is ldquofeel free to Tabrdquo On the Samsungrsquos YouTube page one can see the same
messages
Samsungrsquos messages are emotional rather than rational That because the nature of the
Samsungrsquos products But there is a little of rational messages like ldquofeaturing a 7rdquo
screenrdquo which are necessary to show the product what the different between other
competitors I think that this type of messages is appropriate to be used If just use
emotional messages the customers may not know what exactly makes Samsungrsquos
products different than the others
43 Advertising at Samsung
Advertising is defined as ldquoany paid form of non-personal communication about an
organization product service or idea by an identified sponsorrdquo Belch amp Belch
(2002) When using advertising the message is normally transmitted via mass media ndash
TV radio newspapers etc A strong feature of advertising is that is can reach many
people sometimes even millions at the same time This is why it is used by large
companies (like Samsung) which aim to reach the mass market The company has
good control over the message and its design but there are almost no opportunities for
14 25
a feedback from the target audience Blythe (2006) argues that advertising has lower
credibility compared to the other marketing communication tools Therefore there is
no warranty that advertising will make the customers to buy the particular product or
service But it is an excellent tool for informing the target audience It is the most
expensive tool but has lowest price per customer reached Companies still spend
millions on advertising each year
Samsungrsquos advertisements are mainly emotional stressing the freedom that the
products provide but have a rational element stressing on their functionality Same
product carries the same type of information but stresses on the innovative technical
features (Google Maps with voice search etc) which explain why it is alleged to be
ldquothe best Android based smartphone in the worldrdquo
44 Sales promotion at Samsung
Belch amp Belch (2002) define sales promotion as ldquothose marketing activities that
provide extra value or incentives to the sales force the distributors or the ultimate
consumer and can stimulate immediate salesrdquo They key word here is ldquoimmediaterdquo
customers are inclined to act here and now Sales promotionsrsquo aim is to achieve short-
term increase in sales Baker (2007) argues that their credibility is at medium level
and the message is well controlled It is important for the sales promotion to continue
15 25
for a short period of time If it continues too long the customers may assume the
discounted price as a normal one and to postpone their buying decision until next
promotion
You can find all Samsung promotions on their website The customer can change the
country of residence to see the local promotions But the sites are different Due to
nature of the products the vast majority of sales promotions are of a lottery type where
there a big prize is won In my opinion the company uses this way not because to
increase its short-term sales but to increase the brand awareness and increase new
subscribers that who e-mail addresses will be used for direct marketing purposes
45 Social media at Samsung
Social media is a new phenomenon it develops speed very fast and more and more
important for the companyrsquos marketing communication The most powerful feature of
social networking is that it allows the customers and the company to into a dialogue
Word-of-Mouth that is spread around the social networks is another advantage
Samsung uses social media for both engaging with its customers and advertising It
has several Facebook pages divided by country and by product Galaxy product range
has fan pages but other products do not Similarly Samsung has fan pages in many
countries In my opinion Samsung still have many things can do by social media
16 25
5 Conclusion
Over the years all kinds of organisations have been undertaking varies of marketing
activities in order to increase their competitiveness in the market which allows them
to sustain their market shares and achieve organisational goals in the business world
Along with the development of mobile phone internet and personal computing
devices a new internet world emerges ie mobile internet In light of this there is a
new name for mobile phones that can effectively access to the internet ie
Smartphone
About the definition of IMC still no common agreement exist (Kim et al 2004) Som
e scholars think that IMC is a new concept while for others they support that the idea
of IMC is not new but just a more efficient way to manage the marketing communicat
ion tools (Kitchen amp Schultz 2009) In order to convey the messages clearly it is nec
essary for the customers to see and hear the same message This could be achieved onl
y if the different marketing communication tools support each-other
As we all know the company of Samsung owns more than $117 billion revenue in 20
11 with global technology (wwwsamsungcom) so much evidence about the integrati
on of the different communication tools could be found First the logo and the key me
ssages are globally standardized The Galaxy S tablet message is similar ndash ldquofreedomrdquo
17 25
ldquolive without limitsrdquo Other similar messages related to the feeling of being free are al
so attached to Galaxy S tablet worldwide
There is also a powerful integration between the different marketing communication t
ools and media For example integration between traditional and online media In ma
ny countries all sales promotions are integrated with direct marketing ndash customers are
required to provide their basic details and e-mails Social media is also very well integ
rated with sales promotions Print adverts are also integrated with sales promotion and
direct to the Samsung website
In an company such as Samsung the main thing creating difficulties is its size It is dif
ficult to co-ordinate the marketing activities in a company with nearly 160 000 emplo
yees Samsung has several official websites ndash the main site (Samsungcom) a site dev
oted only to mobile phone users in specific countries This could lead to confusion for
the customer and currently Samsung is merging these local sites with its global websit
e
18 25
References
Wall Street Journal (2009) Motorola Executive Helped spur Cellphone Revolution
Wall Street Journal 20ndash21 June 2009 p A10
Funk J 2001 The mobile Internet How Japan dialed up and the West disconnected
Pembroke Bermuda ISI Publications
19 25
Apple 2010 ldquoiPhone Developer Program License Agreementrdquo
httpwwwefforgfiles20100302_iphone_dev_agrpdf
Cusumano Michael 2010 ldquoTechnology Strategy and Management The Evolution of
Platform Thinkingrdquo Communications of the ACM 53 (1) 32-34
Martinez Salazar and Marco Martinez 2010 ldquoThe Mobile Phone User Identifying
Top Mobile Applicationsrdquo (April 1 2010) Available at SSRN
httpssrncomabstract=1691210
P Kotler (1980) Marketing Management 3th Edition Published by Prentice
Kotler P Armstrong G Saunders J And Wong V (1999) Principles of Marketing
2nd European edn Pretice- Hall
Denis Adcock Al Halborg and Caroline Ross(2001) Marketing Principles and
Practice 4th edn published by FT Prentice Hall
C Fill (2009) Marketing communications 5th edition Pearson Education
P Kotler (2009) Marketing Management European edition FT Prentice Hall
20 25
Ries A and trout J (1981) Positioning the Battle for Your Mind McGraw- Hall
David Jobber (2006) Principles and Practice of Marketing 6th edn published by
McGraw-Hill
Anderson PH 2001 Relationship development and marketing communication An
integrative model The Journal of Business and Industrial
Pickton D amp Hartley B (1998) Measuring integration an assessment of the quality
of integrated marketing communications International Journal of Advertising
D Schultz amp C Patti (2009) The evolution of IMC IMC in a customer-driven
marketplace Journal of Marketing Communications Vol 15 Nos 2ndash3 AprilndashJuly
2009 pp 75ndash84
L Percy (2008) Strategic integrated marketing communication theory and practice
Butterworth Heinemann
F Brassington amp S Pettitt (2007) Essentials of Marketing second edn FT Prentice
Hall
Spreng RA and Mackoy RD (1996) An empirical examination of a model of
21 25
perceived service quality and satisfaction Journal of Retailing Vol 72 pp 201-14
Shemwell DJ Yavas U and Bilgin Z 11130881998) ``Customer-service provider
relationships an empirical test of a model of service quality satisfaction and
relationship oriented outcome International Journal of Service Industry
Management Vol 9 pp 155-68
Newman K and Pyne T (1996) Quality matters junior doctorsrsquo perceptions
Journal of Management in Medicine Vol 10 No 4 pp 12-23
Morrison J(2006) The International Business Environment 2nd edition Published
by Palgrave MacMillan
Baker J (2007) Marketing strategy and management Publisher Palgrave Macmillan
Blythe J (2006) Marketing Published by SAGE
Egan J (2007) Marketing communications Published by Thomson Learning
Finne amp Gronroos (2009) ldquoRethinking marketing communication From integrated
marketing communication to relationship communicationrdquo Journal of Marketing
Communications Vol 15 Nos 2ndash3 AprilndashJuly 2009 179ndash195
22 25
Kotler P et al (2005) Principles of marketing 4th edition Publisher Pearson
Education
London Butterworth-Heinemann
Kotler P (2003) Marketing management 11th edition Publisher Pearson Education
Kim I Han D amp Schultz D (2004) ldquoUnderstanding the Diffusion of Integrated
Marketing Communicationsrdquo Journal of Advertising Research March 2004 pp 31-45
Kitchen P amp Schultz D (2009) ldquoIMC New horizonfalse dawn for a marketplace in
turmoilrdquo Journal of Marketing Communications Vol 15 Nos 2ndash3 AprilndashJuly
2009 197ndash204
Pickton D amp Broderick A (2005) Integrated Marketing Communications 2nd edition
Publisher Pearson Education
Russell E The fundamentals of marketing Publisher AVA Academia
httpnewscnetcom
23 25
httpwwwecirclecom
httpwwwyoutubecom
httpchroniclingamericalocgovlccnsn850424621906-05-21ed-1seq-7
httpwwwmsnbcmsncomid7432915nstechnology_and_science-wirelesstfirst-
cell-phone-true-brickT2o-y3mP5JE
httpwwwumtsworldcomumtshistoryhtm
Mobile market httpwwwgartnercomitpagejspid=1455314
httpwwwsamsungcom
24 25
With the systematic planning and effective implementation of relevant marketing
techniques marketers can ensure the products or service being successful in the
market
4 Marketing of Samsung
Samsung is one of the largest technology companies in the world founded in 1938 It
has almost 16000 employees in the world and its revenue for exceeds $117 billion in
2009 In the world most countries have Samsung Company Its headquarters are
located in Seoul South Korea Samsung has a big range of home appliances and
consumer electronics The company famous products in the world are TV ldquoGalaxyrdquo
tablet and mobile phones Now Samsung is the biggest mobile phones company in
the world
41 Marketing mix at Samsung
For the definition of marketing communications so far there is still no strict standard
According to Fill (2009) he declares that marketing communications is ldquoa manageme
nt process in which an organization engages with its various audiencesrdquo This include
s various kinds of activities From the view of Egan (2002) he thinks that marketing c
ommunications are ldquothe methods by which the suppliers who provide the goods value
s andor ideas services shows themselves to their target audiences aiming to stimulate
12 25
the dialogue successfully and form a better commercial or other relationshipsrdquo In oth
er words marketing communications are those things which can be transmitted from t
he company to the target audience Fill (2009) once says that there are four major func
tions ndash to differentiate to reinforce to inform and to persuade Selecting the first lette
rs of these four functions we can get DRIP Marketing communications are part of the
marketing mix which consists of Price Place Product and Promotion or the four Ps
According to Fill (2009) they consist of tools media and messages
42 Samsungrsquos message
Message can be defined as a set of symbols words and visual material (pictures
photos) that is sent to the target audience The company (in this case Samsung) could
be a sender as well as its brand name or someone who is advertising their products
(football players celebrities etc) (Kotler 2005) Kotler also argues that a message is
said to be good if it is easy to be understood by the target audience
Samsungrsquos brand main point is ldquoturn on tomorrowrdquo but sometime the company
develop is not follow its brand It stresses on the innovativeness of the companyrsquos
products The old message was ldquoeveryonersquos invitedrdquo but now the company does not
use the old message anymore The company has divided its messages to the target
audience in terms of the product range The main message that is attached to
13 25
Samsungrsquos new Galaxy tablets is ldquoLife without limitsrdquo All other messages regarding
this product range are related to the freedom that they provide In the USA the
message is ldquofeel free to Tabrdquo On the Samsungrsquos YouTube page one can see the same
messages
Samsungrsquos messages are emotional rather than rational That because the nature of the
Samsungrsquos products But there is a little of rational messages like ldquofeaturing a 7rdquo
screenrdquo which are necessary to show the product what the different between other
competitors I think that this type of messages is appropriate to be used If just use
emotional messages the customers may not know what exactly makes Samsungrsquos
products different than the others
43 Advertising at Samsung
Advertising is defined as ldquoany paid form of non-personal communication about an
organization product service or idea by an identified sponsorrdquo Belch amp Belch
(2002) When using advertising the message is normally transmitted via mass media ndash
TV radio newspapers etc A strong feature of advertising is that is can reach many
people sometimes even millions at the same time This is why it is used by large
companies (like Samsung) which aim to reach the mass market The company has
good control over the message and its design but there are almost no opportunities for
14 25
a feedback from the target audience Blythe (2006) argues that advertising has lower
credibility compared to the other marketing communication tools Therefore there is
no warranty that advertising will make the customers to buy the particular product or
service But it is an excellent tool for informing the target audience It is the most
expensive tool but has lowest price per customer reached Companies still spend
millions on advertising each year
Samsungrsquos advertisements are mainly emotional stressing the freedom that the
products provide but have a rational element stressing on their functionality Same
product carries the same type of information but stresses on the innovative technical
features (Google Maps with voice search etc) which explain why it is alleged to be
ldquothe best Android based smartphone in the worldrdquo
44 Sales promotion at Samsung
Belch amp Belch (2002) define sales promotion as ldquothose marketing activities that
provide extra value or incentives to the sales force the distributors or the ultimate
consumer and can stimulate immediate salesrdquo They key word here is ldquoimmediaterdquo
customers are inclined to act here and now Sales promotionsrsquo aim is to achieve short-
term increase in sales Baker (2007) argues that their credibility is at medium level
and the message is well controlled It is important for the sales promotion to continue
15 25
for a short period of time If it continues too long the customers may assume the
discounted price as a normal one and to postpone their buying decision until next
promotion
You can find all Samsung promotions on their website The customer can change the
country of residence to see the local promotions But the sites are different Due to
nature of the products the vast majority of sales promotions are of a lottery type where
there a big prize is won In my opinion the company uses this way not because to
increase its short-term sales but to increase the brand awareness and increase new
subscribers that who e-mail addresses will be used for direct marketing purposes
45 Social media at Samsung
Social media is a new phenomenon it develops speed very fast and more and more
important for the companyrsquos marketing communication The most powerful feature of
social networking is that it allows the customers and the company to into a dialogue
Word-of-Mouth that is spread around the social networks is another advantage
Samsung uses social media for both engaging with its customers and advertising It
has several Facebook pages divided by country and by product Galaxy product range
has fan pages but other products do not Similarly Samsung has fan pages in many
countries In my opinion Samsung still have many things can do by social media
16 25
5 Conclusion
Over the years all kinds of organisations have been undertaking varies of marketing
activities in order to increase their competitiveness in the market which allows them
to sustain their market shares and achieve organisational goals in the business world
Along with the development of mobile phone internet and personal computing
devices a new internet world emerges ie mobile internet In light of this there is a
new name for mobile phones that can effectively access to the internet ie
Smartphone
About the definition of IMC still no common agreement exist (Kim et al 2004) Som
e scholars think that IMC is a new concept while for others they support that the idea
of IMC is not new but just a more efficient way to manage the marketing communicat
ion tools (Kitchen amp Schultz 2009) In order to convey the messages clearly it is nec
essary for the customers to see and hear the same message This could be achieved onl
y if the different marketing communication tools support each-other
As we all know the company of Samsung owns more than $117 billion revenue in 20
11 with global technology (wwwsamsungcom) so much evidence about the integrati
on of the different communication tools could be found First the logo and the key me
ssages are globally standardized The Galaxy S tablet message is similar ndash ldquofreedomrdquo
17 25
ldquolive without limitsrdquo Other similar messages related to the feeling of being free are al
so attached to Galaxy S tablet worldwide
There is also a powerful integration between the different marketing communication t
ools and media For example integration between traditional and online media In ma
ny countries all sales promotions are integrated with direct marketing ndash customers are
required to provide their basic details and e-mails Social media is also very well integ
rated with sales promotions Print adverts are also integrated with sales promotion and
direct to the Samsung website
In an company such as Samsung the main thing creating difficulties is its size It is dif
ficult to co-ordinate the marketing activities in a company with nearly 160 000 emplo
yees Samsung has several official websites ndash the main site (Samsungcom) a site dev
oted only to mobile phone users in specific countries This could lead to confusion for
the customer and currently Samsung is merging these local sites with its global websit
e
18 25
References
Wall Street Journal (2009) Motorola Executive Helped spur Cellphone Revolution
Wall Street Journal 20ndash21 June 2009 p A10
Funk J 2001 The mobile Internet How Japan dialed up and the West disconnected
Pembroke Bermuda ISI Publications
19 25
Apple 2010 ldquoiPhone Developer Program License Agreementrdquo
httpwwwefforgfiles20100302_iphone_dev_agrpdf
Cusumano Michael 2010 ldquoTechnology Strategy and Management The Evolution of
Platform Thinkingrdquo Communications of the ACM 53 (1) 32-34
Martinez Salazar and Marco Martinez 2010 ldquoThe Mobile Phone User Identifying
Top Mobile Applicationsrdquo (April 1 2010) Available at SSRN
httpssrncomabstract=1691210
P Kotler (1980) Marketing Management 3th Edition Published by Prentice
Kotler P Armstrong G Saunders J And Wong V (1999) Principles of Marketing
2nd European edn Pretice- Hall
Denis Adcock Al Halborg and Caroline Ross(2001) Marketing Principles and
Practice 4th edn published by FT Prentice Hall
C Fill (2009) Marketing communications 5th edition Pearson Education
P Kotler (2009) Marketing Management European edition FT Prentice Hall
20 25
Ries A and trout J (1981) Positioning the Battle for Your Mind McGraw- Hall
David Jobber (2006) Principles and Practice of Marketing 6th edn published by
McGraw-Hill
Anderson PH 2001 Relationship development and marketing communication An
integrative model The Journal of Business and Industrial
Pickton D amp Hartley B (1998) Measuring integration an assessment of the quality
of integrated marketing communications International Journal of Advertising
D Schultz amp C Patti (2009) The evolution of IMC IMC in a customer-driven
marketplace Journal of Marketing Communications Vol 15 Nos 2ndash3 AprilndashJuly
2009 pp 75ndash84
L Percy (2008) Strategic integrated marketing communication theory and practice
Butterworth Heinemann
F Brassington amp S Pettitt (2007) Essentials of Marketing second edn FT Prentice
Hall
Spreng RA and Mackoy RD (1996) An empirical examination of a model of
21 25
perceived service quality and satisfaction Journal of Retailing Vol 72 pp 201-14
Shemwell DJ Yavas U and Bilgin Z 11130881998) ``Customer-service provider
relationships an empirical test of a model of service quality satisfaction and
relationship oriented outcome International Journal of Service Industry
Management Vol 9 pp 155-68
Newman K and Pyne T (1996) Quality matters junior doctorsrsquo perceptions
Journal of Management in Medicine Vol 10 No 4 pp 12-23
Morrison J(2006) The International Business Environment 2nd edition Published
by Palgrave MacMillan
Baker J (2007) Marketing strategy and management Publisher Palgrave Macmillan
Blythe J (2006) Marketing Published by SAGE
Egan J (2007) Marketing communications Published by Thomson Learning
Finne amp Gronroos (2009) ldquoRethinking marketing communication From integrated
marketing communication to relationship communicationrdquo Journal of Marketing
Communications Vol 15 Nos 2ndash3 AprilndashJuly 2009 179ndash195
22 25
Kotler P et al (2005) Principles of marketing 4th edition Publisher Pearson
Education
London Butterworth-Heinemann
Kotler P (2003) Marketing management 11th edition Publisher Pearson Education
Kim I Han D amp Schultz D (2004) ldquoUnderstanding the Diffusion of Integrated
Marketing Communicationsrdquo Journal of Advertising Research March 2004 pp 31-45
Kitchen P amp Schultz D (2009) ldquoIMC New horizonfalse dawn for a marketplace in
turmoilrdquo Journal of Marketing Communications Vol 15 Nos 2ndash3 AprilndashJuly
2009 197ndash204
Pickton D amp Broderick A (2005) Integrated Marketing Communications 2nd edition
Publisher Pearson Education
Russell E The fundamentals of marketing Publisher AVA Academia
httpnewscnetcom
23 25
httpwwwecirclecom
httpwwwyoutubecom
httpchroniclingamericalocgovlccnsn850424621906-05-21ed-1seq-7
httpwwwmsnbcmsncomid7432915nstechnology_and_science-wirelesstfirst-
cell-phone-true-brickT2o-y3mP5JE
httpwwwumtsworldcomumtshistoryhtm
Mobile market httpwwwgartnercomitpagejspid=1455314
httpwwwsamsungcom
24 25
the dialogue successfully and form a better commercial or other relationshipsrdquo In oth
er words marketing communications are those things which can be transmitted from t
he company to the target audience Fill (2009) once says that there are four major func
tions ndash to differentiate to reinforce to inform and to persuade Selecting the first lette
rs of these four functions we can get DRIP Marketing communications are part of the
marketing mix which consists of Price Place Product and Promotion or the four Ps
According to Fill (2009) they consist of tools media and messages
42 Samsungrsquos message
Message can be defined as a set of symbols words and visual material (pictures
photos) that is sent to the target audience The company (in this case Samsung) could
be a sender as well as its brand name or someone who is advertising their products
(football players celebrities etc) (Kotler 2005) Kotler also argues that a message is
said to be good if it is easy to be understood by the target audience
Samsungrsquos brand main point is ldquoturn on tomorrowrdquo but sometime the company
develop is not follow its brand It stresses on the innovativeness of the companyrsquos
products The old message was ldquoeveryonersquos invitedrdquo but now the company does not
use the old message anymore The company has divided its messages to the target
audience in terms of the product range The main message that is attached to
13 25
Samsungrsquos new Galaxy tablets is ldquoLife without limitsrdquo All other messages regarding
this product range are related to the freedom that they provide In the USA the
message is ldquofeel free to Tabrdquo On the Samsungrsquos YouTube page one can see the same
messages
Samsungrsquos messages are emotional rather than rational That because the nature of the
Samsungrsquos products But there is a little of rational messages like ldquofeaturing a 7rdquo
screenrdquo which are necessary to show the product what the different between other
competitors I think that this type of messages is appropriate to be used If just use
emotional messages the customers may not know what exactly makes Samsungrsquos
products different than the others
43 Advertising at Samsung
Advertising is defined as ldquoany paid form of non-personal communication about an
organization product service or idea by an identified sponsorrdquo Belch amp Belch
(2002) When using advertising the message is normally transmitted via mass media ndash
TV radio newspapers etc A strong feature of advertising is that is can reach many
people sometimes even millions at the same time This is why it is used by large
companies (like Samsung) which aim to reach the mass market The company has
good control over the message and its design but there are almost no opportunities for
14 25
a feedback from the target audience Blythe (2006) argues that advertising has lower
credibility compared to the other marketing communication tools Therefore there is
no warranty that advertising will make the customers to buy the particular product or
service But it is an excellent tool for informing the target audience It is the most
expensive tool but has lowest price per customer reached Companies still spend
millions on advertising each year
Samsungrsquos advertisements are mainly emotional stressing the freedom that the
products provide but have a rational element stressing on their functionality Same
product carries the same type of information but stresses on the innovative technical
features (Google Maps with voice search etc) which explain why it is alleged to be
ldquothe best Android based smartphone in the worldrdquo
44 Sales promotion at Samsung
Belch amp Belch (2002) define sales promotion as ldquothose marketing activities that
provide extra value or incentives to the sales force the distributors or the ultimate
consumer and can stimulate immediate salesrdquo They key word here is ldquoimmediaterdquo
customers are inclined to act here and now Sales promotionsrsquo aim is to achieve short-
term increase in sales Baker (2007) argues that their credibility is at medium level
and the message is well controlled It is important for the sales promotion to continue
15 25
for a short period of time If it continues too long the customers may assume the
discounted price as a normal one and to postpone their buying decision until next
promotion
You can find all Samsung promotions on their website The customer can change the
country of residence to see the local promotions But the sites are different Due to
nature of the products the vast majority of sales promotions are of a lottery type where
there a big prize is won In my opinion the company uses this way not because to
increase its short-term sales but to increase the brand awareness and increase new
subscribers that who e-mail addresses will be used for direct marketing purposes
45 Social media at Samsung
Social media is a new phenomenon it develops speed very fast and more and more
important for the companyrsquos marketing communication The most powerful feature of
social networking is that it allows the customers and the company to into a dialogue
Word-of-Mouth that is spread around the social networks is another advantage
Samsung uses social media for both engaging with its customers and advertising It
has several Facebook pages divided by country and by product Galaxy product range
has fan pages but other products do not Similarly Samsung has fan pages in many
countries In my opinion Samsung still have many things can do by social media
16 25
5 Conclusion
Over the years all kinds of organisations have been undertaking varies of marketing
activities in order to increase their competitiveness in the market which allows them
to sustain their market shares and achieve organisational goals in the business world
Along with the development of mobile phone internet and personal computing
devices a new internet world emerges ie mobile internet In light of this there is a
new name for mobile phones that can effectively access to the internet ie
Smartphone
About the definition of IMC still no common agreement exist (Kim et al 2004) Som
e scholars think that IMC is a new concept while for others they support that the idea
of IMC is not new but just a more efficient way to manage the marketing communicat
ion tools (Kitchen amp Schultz 2009) In order to convey the messages clearly it is nec
essary for the customers to see and hear the same message This could be achieved onl
y if the different marketing communication tools support each-other
As we all know the company of Samsung owns more than $117 billion revenue in 20
11 with global technology (wwwsamsungcom) so much evidence about the integrati
on of the different communication tools could be found First the logo and the key me
ssages are globally standardized The Galaxy S tablet message is similar ndash ldquofreedomrdquo
17 25
ldquolive without limitsrdquo Other similar messages related to the feeling of being free are al
so attached to Galaxy S tablet worldwide
There is also a powerful integration between the different marketing communication t
ools and media For example integration between traditional and online media In ma
ny countries all sales promotions are integrated with direct marketing ndash customers are
required to provide their basic details and e-mails Social media is also very well integ
rated with sales promotions Print adverts are also integrated with sales promotion and
direct to the Samsung website
In an company such as Samsung the main thing creating difficulties is its size It is dif
ficult to co-ordinate the marketing activities in a company with nearly 160 000 emplo
yees Samsung has several official websites ndash the main site (Samsungcom) a site dev
oted only to mobile phone users in specific countries This could lead to confusion for
the customer and currently Samsung is merging these local sites with its global websit
e
18 25
References
Wall Street Journal (2009) Motorola Executive Helped spur Cellphone Revolution
Wall Street Journal 20ndash21 June 2009 p A10
Funk J 2001 The mobile Internet How Japan dialed up and the West disconnected
Pembroke Bermuda ISI Publications
19 25
Apple 2010 ldquoiPhone Developer Program License Agreementrdquo
httpwwwefforgfiles20100302_iphone_dev_agrpdf
Cusumano Michael 2010 ldquoTechnology Strategy and Management The Evolution of
Platform Thinkingrdquo Communications of the ACM 53 (1) 32-34
Martinez Salazar and Marco Martinez 2010 ldquoThe Mobile Phone User Identifying
Top Mobile Applicationsrdquo (April 1 2010) Available at SSRN
httpssrncomabstract=1691210
P Kotler (1980) Marketing Management 3th Edition Published by Prentice
Kotler P Armstrong G Saunders J And Wong V (1999) Principles of Marketing
2nd European edn Pretice- Hall
Denis Adcock Al Halborg and Caroline Ross(2001) Marketing Principles and
Practice 4th edn published by FT Prentice Hall
C Fill (2009) Marketing communications 5th edition Pearson Education
P Kotler (2009) Marketing Management European edition FT Prentice Hall
20 25
Ries A and trout J (1981) Positioning the Battle for Your Mind McGraw- Hall
David Jobber (2006) Principles and Practice of Marketing 6th edn published by
McGraw-Hill
Anderson PH 2001 Relationship development and marketing communication An
integrative model The Journal of Business and Industrial
Pickton D amp Hartley B (1998) Measuring integration an assessment of the quality
of integrated marketing communications International Journal of Advertising
D Schultz amp C Patti (2009) The evolution of IMC IMC in a customer-driven
marketplace Journal of Marketing Communications Vol 15 Nos 2ndash3 AprilndashJuly
2009 pp 75ndash84
L Percy (2008) Strategic integrated marketing communication theory and practice
Butterworth Heinemann
F Brassington amp S Pettitt (2007) Essentials of Marketing second edn FT Prentice
Hall
Spreng RA and Mackoy RD (1996) An empirical examination of a model of
21 25
perceived service quality and satisfaction Journal of Retailing Vol 72 pp 201-14
Shemwell DJ Yavas U and Bilgin Z 11130881998) ``Customer-service provider
relationships an empirical test of a model of service quality satisfaction and
relationship oriented outcome International Journal of Service Industry
Management Vol 9 pp 155-68
Newman K and Pyne T (1996) Quality matters junior doctorsrsquo perceptions
Journal of Management in Medicine Vol 10 No 4 pp 12-23
Morrison J(2006) The International Business Environment 2nd edition Published
by Palgrave MacMillan
Baker J (2007) Marketing strategy and management Publisher Palgrave Macmillan
Blythe J (2006) Marketing Published by SAGE
Egan J (2007) Marketing communications Published by Thomson Learning
Finne amp Gronroos (2009) ldquoRethinking marketing communication From integrated
marketing communication to relationship communicationrdquo Journal of Marketing
Communications Vol 15 Nos 2ndash3 AprilndashJuly 2009 179ndash195
22 25
Kotler P et al (2005) Principles of marketing 4th edition Publisher Pearson
Education
London Butterworth-Heinemann
Kotler P (2003) Marketing management 11th edition Publisher Pearson Education
Kim I Han D amp Schultz D (2004) ldquoUnderstanding the Diffusion of Integrated
Marketing Communicationsrdquo Journal of Advertising Research March 2004 pp 31-45
Kitchen P amp Schultz D (2009) ldquoIMC New horizonfalse dawn for a marketplace in
turmoilrdquo Journal of Marketing Communications Vol 15 Nos 2ndash3 AprilndashJuly
2009 197ndash204
Pickton D amp Broderick A (2005) Integrated Marketing Communications 2nd edition
Publisher Pearson Education
Russell E The fundamentals of marketing Publisher AVA Academia
httpnewscnetcom
23 25
httpwwwecirclecom
httpwwwyoutubecom
httpchroniclingamericalocgovlccnsn850424621906-05-21ed-1seq-7
httpwwwmsnbcmsncomid7432915nstechnology_and_science-wirelesstfirst-
cell-phone-true-brickT2o-y3mP5JE
httpwwwumtsworldcomumtshistoryhtm
Mobile market httpwwwgartnercomitpagejspid=1455314
httpwwwsamsungcom
24 25
Samsungrsquos new Galaxy tablets is ldquoLife without limitsrdquo All other messages regarding
this product range are related to the freedom that they provide In the USA the
message is ldquofeel free to Tabrdquo On the Samsungrsquos YouTube page one can see the same
messages
Samsungrsquos messages are emotional rather than rational That because the nature of the
Samsungrsquos products But there is a little of rational messages like ldquofeaturing a 7rdquo
screenrdquo which are necessary to show the product what the different between other
competitors I think that this type of messages is appropriate to be used If just use
emotional messages the customers may not know what exactly makes Samsungrsquos
products different than the others
43 Advertising at Samsung
Advertising is defined as ldquoany paid form of non-personal communication about an
organization product service or idea by an identified sponsorrdquo Belch amp Belch
(2002) When using advertising the message is normally transmitted via mass media ndash
TV radio newspapers etc A strong feature of advertising is that is can reach many
people sometimes even millions at the same time This is why it is used by large
companies (like Samsung) which aim to reach the mass market The company has
good control over the message and its design but there are almost no opportunities for
14 25
a feedback from the target audience Blythe (2006) argues that advertising has lower
credibility compared to the other marketing communication tools Therefore there is
no warranty that advertising will make the customers to buy the particular product or
service But it is an excellent tool for informing the target audience It is the most
expensive tool but has lowest price per customer reached Companies still spend
millions on advertising each year
Samsungrsquos advertisements are mainly emotional stressing the freedom that the
products provide but have a rational element stressing on their functionality Same
product carries the same type of information but stresses on the innovative technical
features (Google Maps with voice search etc) which explain why it is alleged to be
ldquothe best Android based smartphone in the worldrdquo
44 Sales promotion at Samsung
Belch amp Belch (2002) define sales promotion as ldquothose marketing activities that
provide extra value or incentives to the sales force the distributors or the ultimate
consumer and can stimulate immediate salesrdquo They key word here is ldquoimmediaterdquo
customers are inclined to act here and now Sales promotionsrsquo aim is to achieve short-
term increase in sales Baker (2007) argues that their credibility is at medium level
and the message is well controlled It is important for the sales promotion to continue
15 25
for a short period of time If it continues too long the customers may assume the
discounted price as a normal one and to postpone their buying decision until next
promotion
You can find all Samsung promotions on their website The customer can change the
country of residence to see the local promotions But the sites are different Due to
nature of the products the vast majority of sales promotions are of a lottery type where
there a big prize is won In my opinion the company uses this way not because to
increase its short-term sales but to increase the brand awareness and increase new
subscribers that who e-mail addresses will be used for direct marketing purposes
45 Social media at Samsung
Social media is a new phenomenon it develops speed very fast and more and more
important for the companyrsquos marketing communication The most powerful feature of
social networking is that it allows the customers and the company to into a dialogue
Word-of-Mouth that is spread around the social networks is another advantage
Samsung uses social media for both engaging with its customers and advertising It
has several Facebook pages divided by country and by product Galaxy product range
has fan pages but other products do not Similarly Samsung has fan pages in many
countries In my opinion Samsung still have many things can do by social media
16 25
5 Conclusion
Over the years all kinds of organisations have been undertaking varies of marketing
activities in order to increase their competitiveness in the market which allows them
to sustain their market shares and achieve organisational goals in the business world
Along with the development of mobile phone internet and personal computing
devices a new internet world emerges ie mobile internet In light of this there is a
new name for mobile phones that can effectively access to the internet ie
Smartphone
About the definition of IMC still no common agreement exist (Kim et al 2004) Som
e scholars think that IMC is a new concept while for others they support that the idea
of IMC is not new but just a more efficient way to manage the marketing communicat
ion tools (Kitchen amp Schultz 2009) In order to convey the messages clearly it is nec
essary for the customers to see and hear the same message This could be achieved onl
y if the different marketing communication tools support each-other
As we all know the company of Samsung owns more than $117 billion revenue in 20
11 with global technology (wwwsamsungcom) so much evidence about the integrati
on of the different communication tools could be found First the logo and the key me
ssages are globally standardized The Galaxy S tablet message is similar ndash ldquofreedomrdquo
17 25
ldquolive without limitsrdquo Other similar messages related to the feeling of being free are al
so attached to Galaxy S tablet worldwide
There is also a powerful integration between the different marketing communication t
ools and media For example integration between traditional and online media In ma
ny countries all sales promotions are integrated with direct marketing ndash customers are
required to provide their basic details and e-mails Social media is also very well integ
rated with sales promotions Print adverts are also integrated with sales promotion and
direct to the Samsung website
In an company such as Samsung the main thing creating difficulties is its size It is dif
ficult to co-ordinate the marketing activities in a company with nearly 160 000 emplo
yees Samsung has several official websites ndash the main site (Samsungcom) a site dev
oted only to mobile phone users in specific countries This could lead to confusion for
the customer and currently Samsung is merging these local sites with its global websit
e
18 25
References
Wall Street Journal (2009) Motorola Executive Helped spur Cellphone Revolution
Wall Street Journal 20ndash21 June 2009 p A10
Funk J 2001 The mobile Internet How Japan dialed up and the West disconnected
Pembroke Bermuda ISI Publications
19 25
Apple 2010 ldquoiPhone Developer Program License Agreementrdquo
httpwwwefforgfiles20100302_iphone_dev_agrpdf
Cusumano Michael 2010 ldquoTechnology Strategy and Management The Evolution of
Platform Thinkingrdquo Communications of the ACM 53 (1) 32-34
Martinez Salazar and Marco Martinez 2010 ldquoThe Mobile Phone User Identifying
Top Mobile Applicationsrdquo (April 1 2010) Available at SSRN
httpssrncomabstract=1691210
P Kotler (1980) Marketing Management 3th Edition Published by Prentice
Kotler P Armstrong G Saunders J And Wong V (1999) Principles of Marketing
2nd European edn Pretice- Hall
Denis Adcock Al Halborg and Caroline Ross(2001) Marketing Principles and
Practice 4th edn published by FT Prentice Hall
C Fill (2009) Marketing communications 5th edition Pearson Education
P Kotler (2009) Marketing Management European edition FT Prentice Hall
20 25
Ries A and trout J (1981) Positioning the Battle for Your Mind McGraw- Hall
David Jobber (2006) Principles and Practice of Marketing 6th edn published by
McGraw-Hill
Anderson PH 2001 Relationship development and marketing communication An
integrative model The Journal of Business and Industrial
Pickton D amp Hartley B (1998) Measuring integration an assessment of the quality
of integrated marketing communications International Journal of Advertising
D Schultz amp C Patti (2009) The evolution of IMC IMC in a customer-driven
marketplace Journal of Marketing Communications Vol 15 Nos 2ndash3 AprilndashJuly
2009 pp 75ndash84
L Percy (2008) Strategic integrated marketing communication theory and practice
Butterworth Heinemann
F Brassington amp S Pettitt (2007) Essentials of Marketing second edn FT Prentice
Hall
Spreng RA and Mackoy RD (1996) An empirical examination of a model of
21 25
perceived service quality and satisfaction Journal of Retailing Vol 72 pp 201-14
Shemwell DJ Yavas U and Bilgin Z 11130881998) ``Customer-service provider
relationships an empirical test of a model of service quality satisfaction and
relationship oriented outcome International Journal of Service Industry
Management Vol 9 pp 155-68
Newman K and Pyne T (1996) Quality matters junior doctorsrsquo perceptions
Journal of Management in Medicine Vol 10 No 4 pp 12-23
Morrison J(2006) The International Business Environment 2nd edition Published
by Palgrave MacMillan
Baker J (2007) Marketing strategy and management Publisher Palgrave Macmillan
Blythe J (2006) Marketing Published by SAGE
Egan J (2007) Marketing communications Published by Thomson Learning
Finne amp Gronroos (2009) ldquoRethinking marketing communication From integrated
marketing communication to relationship communicationrdquo Journal of Marketing
Communications Vol 15 Nos 2ndash3 AprilndashJuly 2009 179ndash195
22 25
Kotler P et al (2005) Principles of marketing 4th edition Publisher Pearson
Education
London Butterworth-Heinemann
Kotler P (2003) Marketing management 11th edition Publisher Pearson Education
Kim I Han D amp Schultz D (2004) ldquoUnderstanding the Diffusion of Integrated
Marketing Communicationsrdquo Journal of Advertising Research March 2004 pp 31-45
Kitchen P amp Schultz D (2009) ldquoIMC New horizonfalse dawn for a marketplace in
turmoilrdquo Journal of Marketing Communications Vol 15 Nos 2ndash3 AprilndashJuly
2009 197ndash204
Pickton D amp Broderick A (2005) Integrated Marketing Communications 2nd edition
Publisher Pearson Education
Russell E The fundamentals of marketing Publisher AVA Academia
httpnewscnetcom
23 25
httpwwwecirclecom
httpwwwyoutubecom
httpchroniclingamericalocgovlccnsn850424621906-05-21ed-1seq-7
httpwwwmsnbcmsncomid7432915nstechnology_and_science-wirelesstfirst-
cell-phone-true-brickT2o-y3mP5JE
httpwwwumtsworldcomumtshistoryhtm
Mobile market httpwwwgartnercomitpagejspid=1455314
httpwwwsamsungcom
24 25
a feedback from the target audience Blythe (2006) argues that advertising has lower
credibility compared to the other marketing communication tools Therefore there is
no warranty that advertising will make the customers to buy the particular product or
service But it is an excellent tool for informing the target audience It is the most
expensive tool but has lowest price per customer reached Companies still spend
millions on advertising each year
Samsungrsquos advertisements are mainly emotional stressing the freedom that the
products provide but have a rational element stressing on their functionality Same
product carries the same type of information but stresses on the innovative technical
features (Google Maps with voice search etc) which explain why it is alleged to be
ldquothe best Android based smartphone in the worldrdquo
44 Sales promotion at Samsung
Belch amp Belch (2002) define sales promotion as ldquothose marketing activities that
provide extra value or incentives to the sales force the distributors or the ultimate
consumer and can stimulate immediate salesrdquo They key word here is ldquoimmediaterdquo
customers are inclined to act here and now Sales promotionsrsquo aim is to achieve short-
term increase in sales Baker (2007) argues that their credibility is at medium level
and the message is well controlled It is important for the sales promotion to continue
15 25
for a short period of time If it continues too long the customers may assume the
discounted price as a normal one and to postpone their buying decision until next
promotion
You can find all Samsung promotions on their website The customer can change the
country of residence to see the local promotions But the sites are different Due to
nature of the products the vast majority of sales promotions are of a lottery type where
there a big prize is won In my opinion the company uses this way not because to
increase its short-term sales but to increase the brand awareness and increase new
subscribers that who e-mail addresses will be used for direct marketing purposes
45 Social media at Samsung
Social media is a new phenomenon it develops speed very fast and more and more
important for the companyrsquos marketing communication The most powerful feature of
social networking is that it allows the customers and the company to into a dialogue
Word-of-Mouth that is spread around the social networks is another advantage
Samsung uses social media for both engaging with its customers and advertising It
has several Facebook pages divided by country and by product Galaxy product range
has fan pages but other products do not Similarly Samsung has fan pages in many
countries In my opinion Samsung still have many things can do by social media
16 25
5 Conclusion
Over the years all kinds of organisations have been undertaking varies of marketing
activities in order to increase their competitiveness in the market which allows them
to sustain their market shares and achieve organisational goals in the business world
Along with the development of mobile phone internet and personal computing
devices a new internet world emerges ie mobile internet In light of this there is a
new name for mobile phones that can effectively access to the internet ie
Smartphone
About the definition of IMC still no common agreement exist (Kim et al 2004) Som
e scholars think that IMC is a new concept while for others they support that the idea
of IMC is not new but just a more efficient way to manage the marketing communicat
ion tools (Kitchen amp Schultz 2009) In order to convey the messages clearly it is nec
essary for the customers to see and hear the same message This could be achieved onl
y if the different marketing communication tools support each-other
As we all know the company of Samsung owns more than $117 billion revenue in 20
11 with global technology (wwwsamsungcom) so much evidence about the integrati
on of the different communication tools could be found First the logo and the key me
ssages are globally standardized The Galaxy S tablet message is similar ndash ldquofreedomrdquo
17 25
ldquolive without limitsrdquo Other similar messages related to the feeling of being free are al
so attached to Galaxy S tablet worldwide
There is also a powerful integration between the different marketing communication t
ools and media For example integration between traditional and online media In ma
ny countries all sales promotions are integrated with direct marketing ndash customers are
required to provide their basic details and e-mails Social media is also very well integ
rated with sales promotions Print adverts are also integrated with sales promotion and
direct to the Samsung website
In an company such as Samsung the main thing creating difficulties is its size It is dif
ficult to co-ordinate the marketing activities in a company with nearly 160 000 emplo
yees Samsung has several official websites ndash the main site (Samsungcom) a site dev
oted only to mobile phone users in specific countries This could lead to confusion for
the customer and currently Samsung is merging these local sites with its global websit
e
18 25
References
Wall Street Journal (2009) Motorola Executive Helped spur Cellphone Revolution
Wall Street Journal 20ndash21 June 2009 p A10
Funk J 2001 The mobile Internet How Japan dialed up and the West disconnected
Pembroke Bermuda ISI Publications
19 25
Apple 2010 ldquoiPhone Developer Program License Agreementrdquo
httpwwwefforgfiles20100302_iphone_dev_agrpdf
Cusumano Michael 2010 ldquoTechnology Strategy and Management The Evolution of
Platform Thinkingrdquo Communications of the ACM 53 (1) 32-34
Martinez Salazar and Marco Martinez 2010 ldquoThe Mobile Phone User Identifying
Top Mobile Applicationsrdquo (April 1 2010) Available at SSRN
httpssrncomabstract=1691210
P Kotler (1980) Marketing Management 3th Edition Published by Prentice
Kotler P Armstrong G Saunders J And Wong V (1999) Principles of Marketing
2nd European edn Pretice- Hall
Denis Adcock Al Halborg and Caroline Ross(2001) Marketing Principles and
Practice 4th edn published by FT Prentice Hall
C Fill (2009) Marketing communications 5th edition Pearson Education
P Kotler (2009) Marketing Management European edition FT Prentice Hall
20 25
Ries A and trout J (1981) Positioning the Battle for Your Mind McGraw- Hall
David Jobber (2006) Principles and Practice of Marketing 6th edn published by
McGraw-Hill
Anderson PH 2001 Relationship development and marketing communication An
integrative model The Journal of Business and Industrial
Pickton D amp Hartley B (1998) Measuring integration an assessment of the quality
of integrated marketing communications International Journal of Advertising
D Schultz amp C Patti (2009) The evolution of IMC IMC in a customer-driven
marketplace Journal of Marketing Communications Vol 15 Nos 2ndash3 AprilndashJuly
2009 pp 75ndash84
L Percy (2008) Strategic integrated marketing communication theory and practice
Butterworth Heinemann
F Brassington amp S Pettitt (2007) Essentials of Marketing second edn FT Prentice
Hall
Spreng RA and Mackoy RD (1996) An empirical examination of a model of
21 25
perceived service quality and satisfaction Journal of Retailing Vol 72 pp 201-14
Shemwell DJ Yavas U and Bilgin Z 11130881998) ``Customer-service provider
relationships an empirical test of a model of service quality satisfaction and
relationship oriented outcome International Journal of Service Industry
Management Vol 9 pp 155-68
Newman K and Pyne T (1996) Quality matters junior doctorsrsquo perceptions
Journal of Management in Medicine Vol 10 No 4 pp 12-23
Morrison J(2006) The International Business Environment 2nd edition Published
by Palgrave MacMillan
Baker J (2007) Marketing strategy and management Publisher Palgrave Macmillan
Blythe J (2006) Marketing Published by SAGE
Egan J (2007) Marketing communications Published by Thomson Learning
Finne amp Gronroos (2009) ldquoRethinking marketing communication From integrated
marketing communication to relationship communicationrdquo Journal of Marketing
Communications Vol 15 Nos 2ndash3 AprilndashJuly 2009 179ndash195
22 25
Kotler P et al (2005) Principles of marketing 4th edition Publisher Pearson
Education
London Butterworth-Heinemann
Kotler P (2003) Marketing management 11th edition Publisher Pearson Education
Kim I Han D amp Schultz D (2004) ldquoUnderstanding the Diffusion of Integrated
Marketing Communicationsrdquo Journal of Advertising Research March 2004 pp 31-45
Kitchen P amp Schultz D (2009) ldquoIMC New horizonfalse dawn for a marketplace in
turmoilrdquo Journal of Marketing Communications Vol 15 Nos 2ndash3 AprilndashJuly
2009 197ndash204
Pickton D amp Broderick A (2005) Integrated Marketing Communications 2nd edition
Publisher Pearson Education
Russell E The fundamentals of marketing Publisher AVA Academia
httpnewscnetcom
23 25
httpwwwecirclecom
httpwwwyoutubecom
httpchroniclingamericalocgovlccnsn850424621906-05-21ed-1seq-7
httpwwwmsnbcmsncomid7432915nstechnology_and_science-wirelesstfirst-
cell-phone-true-brickT2o-y3mP5JE
httpwwwumtsworldcomumtshistoryhtm
Mobile market httpwwwgartnercomitpagejspid=1455314
httpwwwsamsungcom
24 25
for a short period of time If it continues too long the customers may assume the
discounted price as a normal one and to postpone their buying decision until next
promotion
You can find all Samsung promotions on their website The customer can change the
country of residence to see the local promotions But the sites are different Due to
nature of the products the vast majority of sales promotions are of a lottery type where
there a big prize is won In my opinion the company uses this way not because to
increase its short-term sales but to increase the brand awareness and increase new
subscribers that who e-mail addresses will be used for direct marketing purposes
45 Social media at Samsung
Social media is a new phenomenon it develops speed very fast and more and more
important for the companyrsquos marketing communication The most powerful feature of
social networking is that it allows the customers and the company to into a dialogue
Word-of-Mouth that is spread around the social networks is another advantage
Samsung uses social media for both engaging with its customers and advertising It
has several Facebook pages divided by country and by product Galaxy product range
has fan pages but other products do not Similarly Samsung has fan pages in many
countries In my opinion Samsung still have many things can do by social media
16 25
5 Conclusion
Over the years all kinds of organisations have been undertaking varies of marketing
activities in order to increase their competitiveness in the market which allows them
to sustain their market shares and achieve organisational goals in the business world
Along with the development of mobile phone internet and personal computing
devices a new internet world emerges ie mobile internet In light of this there is a
new name for mobile phones that can effectively access to the internet ie
Smartphone
About the definition of IMC still no common agreement exist (Kim et al 2004) Som
e scholars think that IMC is a new concept while for others they support that the idea
of IMC is not new but just a more efficient way to manage the marketing communicat
ion tools (Kitchen amp Schultz 2009) In order to convey the messages clearly it is nec
essary for the customers to see and hear the same message This could be achieved onl
y if the different marketing communication tools support each-other
As we all know the company of Samsung owns more than $117 billion revenue in 20
11 with global technology (wwwsamsungcom) so much evidence about the integrati
on of the different communication tools could be found First the logo and the key me
ssages are globally standardized The Galaxy S tablet message is similar ndash ldquofreedomrdquo
17 25
ldquolive without limitsrdquo Other similar messages related to the feeling of being free are al
so attached to Galaxy S tablet worldwide
There is also a powerful integration between the different marketing communication t
ools and media For example integration between traditional and online media In ma
ny countries all sales promotions are integrated with direct marketing ndash customers are
required to provide their basic details and e-mails Social media is also very well integ
rated with sales promotions Print adverts are also integrated with sales promotion and
direct to the Samsung website
In an company such as Samsung the main thing creating difficulties is its size It is dif
ficult to co-ordinate the marketing activities in a company with nearly 160 000 emplo
yees Samsung has several official websites ndash the main site (Samsungcom) a site dev
oted only to mobile phone users in specific countries This could lead to confusion for
the customer and currently Samsung is merging these local sites with its global websit
e
18 25
References
Wall Street Journal (2009) Motorola Executive Helped spur Cellphone Revolution
Wall Street Journal 20ndash21 June 2009 p A10
Funk J 2001 The mobile Internet How Japan dialed up and the West disconnected
Pembroke Bermuda ISI Publications
19 25
Apple 2010 ldquoiPhone Developer Program License Agreementrdquo
httpwwwefforgfiles20100302_iphone_dev_agrpdf
Cusumano Michael 2010 ldquoTechnology Strategy and Management The Evolution of
Platform Thinkingrdquo Communications of the ACM 53 (1) 32-34
Martinez Salazar and Marco Martinez 2010 ldquoThe Mobile Phone User Identifying
Top Mobile Applicationsrdquo (April 1 2010) Available at SSRN
httpssrncomabstract=1691210
P Kotler (1980) Marketing Management 3th Edition Published by Prentice
Kotler P Armstrong G Saunders J And Wong V (1999) Principles of Marketing
2nd European edn Pretice- Hall
Denis Adcock Al Halborg and Caroline Ross(2001) Marketing Principles and
Practice 4th edn published by FT Prentice Hall
C Fill (2009) Marketing communications 5th edition Pearson Education
P Kotler (2009) Marketing Management European edition FT Prentice Hall
20 25
Ries A and trout J (1981) Positioning the Battle for Your Mind McGraw- Hall
David Jobber (2006) Principles and Practice of Marketing 6th edn published by
McGraw-Hill
Anderson PH 2001 Relationship development and marketing communication An
integrative model The Journal of Business and Industrial
Pickton D amp Hartley B (1998) Measuring integration an assessment of the quality
of integrated marketing communications International Journal of Advertising
D Schultz amp C Patti (2009) The evolution of IMC IMC in a customer-driven
marketplace Journal of Marketing Communications Vol 15 Nos 2ndash3 AprilndashJuly
2009 pp 75ndash84
L Percy (2008) Strategic integrated marketing communication theory and practice
Butterworth Heinemann
F Brassington amp S Pettitt (2007) Essentials of Marketing second edn FT Prentice
Hall
Spreng RA and Mackoy RD (1996) An empirical examination of a model of
21 25
perceived service quality and satisfaction Journal of Retailing Vol 72 pp 201-14
Shemwell DJ Yavas U and Bilgin Z 11130881998) ``Customer-service provider
relationships an empirical test of a model of service quality satisfaction and
relationship oriented outcome International Journal of Service Industry
Management Vol 9 pp 155-68
Newman K and Pyne T (1996) Quality matters junior doctorsrsquo perceptions
Journal of Management in Medicine Vol 10 No 4 pp 12-23
Morrison J(2006) The International Business Environment 2nd edition Published
by Palgrave MacMillan
Baker J (2007) Marketing strategy and management Publisher Palgrave Macmillan
Blythe J (2006) Marketing Published by SAGE
Egan J (2007) Marketing communications Published by Thomson Learning
Finne amp Gronroos (2009) ldquoRethinking marketing communication From integrated
marketing communication to relationship communicationrdquo Journal of Marketing
Communications Vol 15 Nos 2ndash3 AprilndashJuly 2009 179ndash195
22 25
Kotler P et al (2005) Principles of marketing 4th edition Publisher Pearson
Education
London Butterworth-Heinemann
Kotler P (2003) Marketing management 11th edition Publisher Pearson Education
Kim I Han D amp Schultz D (2004) ldquoUnderstanding the Diffusion of Integrated
Marketing Communicationsrdquo Journal of Advertising Research March 2004 pp 31-45
Kitchen P amp Schultz D (2009) ldquoIMC New horizonfalse dawn for a marketplace in
turmoilrdquo Journal of Marketing Communications Vol 15 Nos 2ndash3 AprilndashJuly
2009 197ndash204
Pickton D amp Broderick A (2005) Integrated Marketing Communications 2nd edition
Publisher Pearson Education
Russell E The fundamentals of marketing Publisher AVA Academia
httpnewscnetcom
23 25
httpwwwecirclecom
httpwwwyoutubecom
httpchroniclingamericalocgovlccnsn850424621906-05-21ed-1seq-7
httpwwwmsnbcmsncomid7432915nstechnology_and_science-wirelesstfirst-
cell-phone-true-brickT2o-y3mP5JE
httpwwwumtsworldcomumtshistoryhtm
Mobile market httpwwwgartnercomitpagejspid=1455314
httpwwwsamsungcom
24 25
5 Conclusion
Over the years all kinds of organisations have been undertaking varies of marketing
activities in order to increase their competitiveness in the market which allows them
to sustain their market shares and achieve organisational goals in the business world
Along with the development of mobile phone internet and personal computing
devices a new internet world emerges ie mobile internet In light of this there is a
new name for mobile phones that can effectively access to the internet ie
Smartphone
About the definition of IMC still no common agreement exist (Kim et al 2004) Som
e scholars think that IMC is a new concept while for others they support that the idea
of IMC is not new but just a more efficient way to manage the marketing communicat
ion tools (Kitchen amp Schultz 2009) In order to convey the messages clearly it is nec
essary for the customers to see and hear the same message This could be achieved onl
y if the different marketing communication tools support each-other
As we all know the company of Samsung owns more than $117 billion revenue in 20
11 with global technology (wwwsamsungcom) so much evidence about the integrati
on of the different communication tools could be found First the logo and the key me
ssages are globally standardized The Galaxy S tablet message is similar ndash ldquofreedomrdquo
17 25
ldquolive without limitsrdquo Other similar messages related to the feeling of being free are al
so attached to Galaxy S tablet worldwide
There is also a powerful integration between the different marketing communication t
ools and media For example integration between traditional and online media In ma
ny countries all sales promotions are integrated with direct marketing ndash customers are
required to provide their basic details and e-mails Social media is also very well integ
rated with sales promotions Print adverts are also integrated with sales promotion and
direct to the Samsung website
In an company such as Samsung the main thing creating difficulties is its size It is dif
ficult to co-ordinate the marketing activities in a company with nearly 160 000 emplo
yees Samsung has several official websites ndash the main site (Samsungcom) a site dev
oted only to mobile phone users in specific countries This could lead to confusion for
the customer and currently Samsung is merging these local sites with its global websit
e
18 25
References
Wall Street Journal (2009) Motorola Executive Helped spur Cellphone Revolution
Wall Street Journal 20ndash21 June 2009 p A10
Funk J 2001 The mobile Internet How Japan dialed up and the West disconnected
Pembroke Bermuda ISI Publications
19 25
Apple 2010 ldquoiPhone Developer Program License Agreementrdquo
httpwwwefforgfiles20100302_iphone_dev_agrpdf
Cusumano Michael 2010 ldquoTechnology Strategy and Management The Evolution of
Platform Thinkingrdquo Communications of the ACM 53 (1) 32-34
Martinez Salazar and Marco Martinez 2010 ldquoThe Mobile Phone User Identifying
Top Mobile Applicationsrdquo (April 1 2010) Available at SSRN
httpssrncomabstract=1691210
P Kotler (1980) Marketing Management 3th Edition Published by Prentice
Kotler P Armstrong G Saunders J And Wong V (1999) Principles of Marketing
2nd European edn Pretice- Hall
Denis Adcock Al Halborg and Caroline Ross(2001) Marketing Principles and
Practice 4th edn published by FT Prentice Hall
C Fill (2009) Marketing communications 5th edition Pearson Education
P Kotler (2009) Marketing Management European edition FT Prentice Hall
20 25
Ries A and trout J (1981) Positioning the Battle for Your Mind McGraw- Hall
David Jobber (2006) Principles and Practice of Marketing 6th edn published by
McGraw-Hill
Anderson PH 2001 Relationship development and marketing communication An
integrative model The Journal of Business and Industrial
Pickton D amp Hartley B (1998) Measuring integration an assessment of the quality
of integrated marketing communications International Journal of Advertising
D Schultz amp C Patti (2009) The evolution of IMC IMC in a customer-driven
marketplace Journal of Marketing Communications Vol 15 Nos 2ndash3 AprilndashJuly
2009 pp 75ndash84
L Percy (2008) Strategic integrated marketing communication theory and practice
Butterworth Heinemann
F Brassington amp S Pettitt (2007) Essentials of Marketing second edn FT Prentice
Hall
Spreng RA and Mackoy RD (1996) An empirical examination of a model of
21 25
perceived service quality and satisfaction Journal of Retailing Vol 72 pp 201-14
Shemwell DJ Yavas U and Bilgin Z 11130881998) ``Customer-service provider
relationships an empirical test of a model of service quality satisfaction and
relationship oriented outcome International Journal of Service Industry
Management Vol 9 pp 155-68
Newman K and Pyne T (1996) Quality matters junior doctorsrsquo perceptions
Journal of Management in Medicine Vol 10 No 4 pp 12-23
Morrison J(2006) The International Business Environment 2nd edition Published
by Palgrave MacMillan
Baker J (2007) Marketing strategy and management Publisher Palgrave Macmillan
Blythe J (2006) Marketing Published by SAGE
Egan J (2007) Marketing communications Published by Thomson Learning
Finne amp Gronroos (2009) ldquoRethinking marketing communication From integrated
marketing communication to relationship communicationrdquo Journal of Marketing
Communications Vol 15 Nos 2ndash3 AprilndashJuly 2009 179ndash195
22 25
Kotler P et al (2005) Principles of marketing 4th edition Publisher Pearson
Education
London Butterworth-Heinemann
Kotler P (2003) Marketing management 11th edition Publisher Pearson Education
Kim I Han D amp Schultz D (2004) ldquoUnderstanding the Diffusion of Integrated
Marketing Communicationsrdquo Journal of Advertising Research March 2004 pp 31-45
Kitchen P amp Schultz D (2009) ldquoIMC New horizonfalse dawn for a marketplace in
turmoilrdquo Journal of Marketing Communications Vol 15 Nos 2ndash3 AprilndashJuly
2009 197ndash204
Pickton D amp Broderick A (2005) Integrated Marketing Communications 2nd edition
Publisher Pearson Education
Russell E The fundamentals of marketing Publisher AVA Academia
httpnewscnetcom
23 25
httpwwwecirclecom
httpwwwyoutubecom
httpchroniclingamericalocgovlccnsn850424621906-05-21ed-1seq-7
httpwwwmsnbcmsncomid7432915nstechnology_and_science-wirelesstfirst-
cell-phone-true-brickT2o-y3mP5JE
httpwwwumtsworldcomumtshistoryhtm
Mobile market httpwwwgartnercomitpagejspid=1455314
httpwwwsamsungcom
24 25
ldquolive without limitsrdquo Other similar messages related to the feeling of being free are al
so attached to Galaxy S tablet worldwide
There is also a powerful integration between the different marketing communication t
ools and media For example integration between traditional and online media In ma
ny countries all sales promotions are integrated with direct marketing ndash customers are
required to provide their basic details and e-mails Social media is also very well integ
rated with sales promotions Print adverts are also integrated with sales promotion and
direct to the Samsung website
In an company such as Samsung the main thing creating difficulties is its size It is dif
ficult to co-ordinate the marketing activities in a company with nearly 160 000 emplo
yees Samsung has several official websites ndash the main site (Samsungcom) a site dev
oted only to mobile phone users in specific countries This could lead to confusion for
the customer and currently Samsung is merging these local sites with its global websit
e
18 25
References
Wall Street Journal (2009) Motorola Executive Helped spur Cellphone Revolution
Wall Street Journal 20ndash21 June 2009 p A10
Funk J 2001 The mobile Internet How Japan dialed up and the West disconnected
Pembroke Bermuda ISI Publications
19 25
Apple 2010 ldquoiPhone Developer Program License Agreementrdquo
httpwwwefforgfiles20100302_iphone_dev_agrpdf
Cusumano Michael 2010 ldquoTechnology Strategy and Management The Evolution of
Platform Thinkingrdquo Communications of the ACM 53 (1) 32-34
Martinez Salazar and Marco Martinez 2010 ldquoThe Mobile Phone User Identifying
Top Mobile Applicationsrdquo (April 1 2010) Available at SSRN
httpssrncomabstract=1691210
P Kotler (1980) Marketing Management 3th Edition Published by Prentice
Kotler P Armstrong G Saunders J And Wong V (1999) Principles of Marketing
2nd European edn Pretice- Hall
Denis Adcock Al Halborg and Caroline Ross(2001) Marketing Principles and
Practice 4th edn published by FT Prentice Hall
C Fill (2009) Marketing communications 5th edition Pearson Education
P Kotler (2009) Marketing Management European edition FT Prentice Hall
20 25
Ries A and trout J (1981) Positioning the Battle for Your Mind McGraw- Hall
David Jobber (2006) Principles and Practice of Marketing 6th edn published by
McGraw-Hill
Anderson PH 2001 Relationship development and marketing communication An
integrative model The Journal of Business and Industrial
Pickton D amp Hartley B (1998) Measuring integration an assessment of the quality
of integrated marketing communications International Journal of Advertising
D Schultz amp C Patti (2009) The evolution of IMC IMC in a customer-driven
marketplace Journal of Marketing Communications Vol 15 Nos 2ndash3 AprilndashJuly
2009 pp 75ndash84
L Percy (2008) Strategic integrated marketing communication theory and practice
Butterworth Heinemann
F Brassington amp S Pettitt (2007) Essentials of Marketing second edn FT Prentice
Hall
Spreng RA and Mackoy RD (1996) An empirical examination of a model of
21 25
perceived service quality and satisfaction Journal of Retailing Vol 72 pp 201-14
Shemwell DJ Yavas U and Bilgin Z 11130881998) ``Customer-service provider
relationships an empirical test of a model of service quality satisfaction and
relationship oriented outcome International Journal of Service Industry
Management Vol 9 pp 155-68
Newman K and Pyne T (1996) Quality matters junior doctorsrsquo perceptions
Journal of Management in Medicine Vol 10 No 4 pp 12-23
Morrison J(2006) The International Business Environment 2nd edition Published
by Palgrave MacMillan
Baker J (2007) Marketing strategy and management Publisher Palgrave Macmillan
Blythe J (2006) Marketing Published by SAGE
Egan J (2007) Marketing communications Published by Thomson Learning
Finne amp Gronroos (2009) ldquoRethinking marketing communication From integrated
marketing communication to relationship communicationrdquo Journal of Marketing
Communications Vol 15 Nos 2ndash3 AprilndashJuly 2009 179ndash195
22 25
Kotler P et al (2005) Principles of marketing 4th edition Publisher Pearson
Education
London Butterworth-Heinemann
Kotler P (2003) Marketing management 11th edition Publisher Pearson Education
Kim I Han D amp Schultz D (2004) ldquoUnderstanding the Diffusion of Integrated
Marketing Communicationsrdquo Journal of Advertising Research March 2004 pp 31-45
Kitchen P amp Schultz D (2009) ldquoIMC New horizonfalse dawn for a marketplace in
turmoilrdquo Journal of Marketing Communications Vol 15 Nos 2ndash3 AprilndashJuly
2009 197ndash204
Pickton D amp Broderick A (2005) Integrated Marketing Communications 2nd edition
Publisher Pearson Education
Russell E The fundamentals of marketing Publisher AVA Academia
httpnewscnetcom
23 25
httpwwwecirclecom
httpwwwyoutubecom
httpchroniclingamericalocgovlccnsn850424621906-05-21ed-1seq-7
httpwwwmsnbcmsncomid7432915nstechnology_and_science-wirelesstfirst-
cell-phone-true-brickT2o-y3mP5JE
httpwwwumtsworldcomumtshistoryhtm
Mobile market httpwwwgartnercomitpagejspid=1455314
httpwwwsamsungcom
24 25
References
Wall Street Journal (2009) Motorola Executive Helped spur Cellphone Revolution
Wall Street Journal 20ndash21 June 2009 p A10
Funk J 2001 The mobile Internet How Japan dialed up and the West disconnected
Pembroke Bermuda ISI Publications
19 25
Apple 2010 ldquoiPhone Developer Program License Agreementrdquo
httpwwwefforgfiles20100302_iphone_dev_agrpdf
Cusumano Michael 2010 ldquoTechnology Strategy and Management The Evolution of
Platform Thinkingrdquo Communications of the ACM 53 (1) 32-34
Martinez Salazar and Marco Martinez 2010 ldquoThe Mobile Phone User Identifying
Top Mobile Applicationsrdquo (April 1 2010) Available at SSRN
httpssrncomabstract=1691210
P Kotler (1980) Marketing Management 3th Edition Published by Prentice
Kotler P Armstrong G Saunders J And Wong V (1999) Principles of Marketing
2nd European edn Pretice- Hall
Denis Adcock Al Halborg and Caroline Ross(2001) Marketing Principles and
Practice 4th edn published by FT Prentice Hall
C Fill (2009) Marketing communications 5th edition Pearson Education
P Kotler (2009) Marketing Management European edition FT Prentice Hall
20 25
Ries A and trout J (1981) Positioning the Battle for Your Mind McGraw- Hall
David Jobber (2006) Principles and Practice of Marketing 6th edn published by
McGraw-Hill
Anderson PH 2001 Relationship development and marketing communication An
integrative model The Journal of Business and Industrial
Pickton D amp Hartley B (1998) Measuring integration an assessment of the quality
of integrated marketing communications International Journal of Advertising
D Schultz amp C Patti (2009) The evolution of IMC IMC in a customer-driven
marketplace Journal of Marketing Communications Vol 15 Nos 2ndash3 AprilndashJuly
2009 pp 75ndash84
L Percy (2008) Strategic integrated marketing communication theory and practice
Butterworth Heinemann
F Brassington amp S Pettitt (2007) Essentials of Marketing second edn FT Prentice
Hall
Spreng RA and Mackoy RD (1996) An empirical examination of a model of
21 25
perceived service quality and satisfaction Journal of Retailing Vol 72 pp 201-14
Shemwell DJ Yavas U and Bilgin Z 11130881998) ``Customer-service provider
relationships an empirical test of a model of service quality satisfaction and
relationship oriented outcome International Journal of Service Industry
Management Vol 9 pp 155-68
Newman K and Pyne T (1996) Quality matters junior doctorsrsquo perceptions
Journal of Management in Medicine Vol 10 No 4 pp 12-23
Morrison J(2006) The International Business Environment 2nd edition Published
by Palgrave MacMillan
Baker J (2007) Marketing strategy and management Publisher Palgrave Macmillan
Blythe J (2006) Marketing Published by SAGE
Egan J (2007) Marketing communications Published by Thomson Learning
Finne amp Gronroos (2009) ldquoRethinking marketing communication From integrated
marketing communication to relationship communicationrdquo Journal of Marketing
Communications Vol 15 Nos 2ndash3 AprilndashJuly 2009 179ndash195
22 25
Kotler P et al (2005) Principles of marketing 4th edition Publisher Pearson
Education
London Butterworth-Heinemann
Kotler P (2003) Marketing management 11th edition Publisher Pearson Education
Kim I Han D amp Schultz D (2004) ldquoUnderstanding the Diffusion of Integrated
Marketing Communicationsrdquo Journal of Advertising Research March 2004 pp 31-45
Kitchen P amp Schultz D (2009) ldquoIMC New horizonfalse dawn for a marketplace in
turmoilrdquo Journal of Marketing Communications Vol 15 Nos 2ndash3 AprilndashJuly
2009 197ndash204
Pickton D amp Broderick A (2005) Integrated Marketing Communications 2nd edition
Publisher Pearson Education
Russell E The fundamentals of marketing Publisher AVA Academia
httpnewscnetcom
23 25
httpwwwecirclecom
httpwwwyoutubecom
httpchroniclingamericalocgovlccnsn850424621906-05-21ed-1seq-7
httpwwwmsnbcmsncomid7432915nstechnology_and_science-wirelesstfirst-
cell-phone-true-brickT2o-y3mP5JE
httpwwwumtsworldcomumtshistoryhtm
Mobile market httpwwwgartnercomitpagejspid=1455314
httpwwwsamsungcom
24 25
Apple 2010 ldquoiPhone Developer Program License Agreementrdquo
httpwwwefforgfiles20100302_iphone_dev_agrpdf
Cusumano Michael 2010 ldquoTechnology Strategy and Management The Evolution of
Platform Thinkingrdquo Communications of the ACM 53 (1) 32-34
Martinez Salazar and Marco Martinez 2010 ldquoThe Mobile Phone User Identifying
Top Mobile Applicationsrdquo (April 1 2010) Available at SSRN
httpssrncomabstract=1691210
P Kotler (1980) Marketing Management 3th Edition Published by Prentice
Kotler P Armstrong G Saunders J And Wong V (1999) Principles of Marketing
2nd European edn Pretice- Hall
Denis Adcock Al Halborg and Caroline Ross(2001) Marketing Principles and
Practice 4th edn published by FT Prentice Hall
C Fill (2009) Marketing communications 5th edition Pearson Education
P Kotler (2009) Marketing Management European edition FT Prentice Hall
20 25
Ries A and trout J (1981) Positioning the Battle for Your Mind McGraw- Hall
David Jobber (2006) Principles and Practice of Marketing 6th edn published by
McGraw-Hill
Anderson PH 2001 Relationship development and marketing communication An
integrative model The Journal of Business and Industrial
Pickton D amp Hartley B (1998) Measuring integration an assessment of the quality
of integrated marketing communications International Journal of Advertising
D Schultz amp C Patti (2009) The evolution of IMC IMC in a customer-driven
marketplace Journal of Marketing Communications Vol 15 Nos 2ndash3 AprilndashJuly
2009 pp 75ndash84
L Percy (2008) Strategic integrated marketing communication theory and practice
Butterworth Heinemann
F Brassington amp S Pettitt (2007) Essentials of Marketing second edn FT Prentice
Hall
Spreng RA and Mackoy RD (1996) An empirical examination of a model of
21 25
perceived service quality and satisfaction Journal of Retailing Vol 72 pp 201-14
Shemwell DJ Yavas U and Bilgin Z 11130881998) ``Customer-service provider
relationships an empirical test of a model of service quality satisfaction and
relationship oriented outcome International Journal of Service Industry
Management Vol 9 pp 155-68
Newman K and Pyne T (1996) Quality matters junior doctorsrsquo perceptions
Journal of Management in Medicine Vol 10 No 4 pp 12-23
Morrison J(2006) The International Business Environment 2nd edition Published
by Palgrave MacMillan
Baker J (2007) Marketing strategy and management Publisher Palgrave Macmillan
Blythe J (2006) Marketing Published by SAGE
Egan J (2007) Marketing communications Published by Thomson Learning
Finne amp Gronroos (2009) ldquoRethinking marketing communication From integrated
marketing communication to relationship communicationrdquo Journal of Marketing
Communications Vol 15 Nos 2ndash3 AprilndashJuly 2009 179ndash195
22 25
Kotler P et al (2005) Principles of marketing 4th edition Publisher Pearson
Education
London Butterworth-Heinemann
Kotler P (2003) Marketing management 11th edition Publisher Pearson Education
Kim I Han D amp Schultz D (2004) ldquoUnderstanding the Diffusion of Integrated
Marketing Communicationsrdquo Journal of Advertising Research March 2004 pp 31-45
Kitchen P amp Schultz D (2009) ldquoIMC New horizonfalse dawn for a marketplace in
turmoilrdquo Journal of Marketing Communications Vol 15 Nos 2ndash3 AprilndashJuly
2009 197ndash204
Pickton D amp Broderick A (2005) Integrated Marketing Communications 2nd edition
Publisher Pearson Education
Russell E The fundamentals of marketing Publisher AVA Academia
httpnewscnetcom
23 25
httpwwwecirclecom
httpwwwyoutubecom
httpchroniclingamericalocgovlccnsn850424621906-05-21ed-1seq-7
httpwwwmsnbcmsncomid7432915nstechnology_and_science-wirelesstfirst-
cell-phone-true-brickT2o-y3mP5JE
httpwwwumtsworldcomumtshistoryhtm
Mobile market httpwwwgartnercomitpagejspid=1455314
httpwwwsamsungcom
24 25
Ries A and trout J (1981) Positioning the Battle for Your Mind McGraw- Hall
David Jobber (2006) Principles and Practice of Marketing 6th edn published by
McGraw-Hill
Anderson PH 2001 Relationship development and marketing communication An
integrative model The Journal of Business and Industrial
Pickton D amp Hartley B (1998) Measuring integration an assessment of the quality
of integrated marketing communications International Journal of Advertising
D Schultz amp C Patti (2009) The evolution of IMC IMC in a customer-driven
marketplace Journal of Marketing Communications Vol 15 Nos 2ndash3 AprilndashJuly
2009 pp 75ndash84
L Percy (2008) Strategic integrated marketing communication theory and practice
Butterworth Heinemann
F Brassington amp S Pettitt (2007) Essentials of Marketing second edn FT Prentice
Hall
Spreng RA and Mackoy RD (1996) An empirical examination of a model of
21 25
perceived service quality and satisfaction Journal of Retailing Vol 72 pp 201-14
Shemwell DJ Yavas U and Bilgin Z 11130881998) ``Customer-service provider
relationships an empirical test of a model of service quality satisfaction and
relationship oriented outcome International Journal of Service Industry
Management Vol 9 pp 155-68
Newman K and Pyne T (1996) Quality matters junior doctorsrsquo perceptions
Journal of Management in Medicine Vol 10 No 4 pp 12-23
Morrison J(2006) The International Business Environment 2nd edition Published
by Palgrave MacMillan
Baker J (2007) Marketing strategy and management Publisher Palgrave Macmillan
Blythe J (2006) Marketing Published by SAGE
Egan J (2007) Marketing communications Published by Thomson Learning
Finne amp Gronroos (2009) ldquoRethinking marketing communication From integrated
marketing communication to relationship communicationrdquo Journal of Marketing
Communications Vol 15 Nos 2ndash3 AprilndashJuly 2009 179ndash195
22 25
Kotler P et al (2005) Principles of marketing 4th edition Publisher Pearson
Education
London Butterworth-Heinemann
Kotler P (2003) Marketing management 11th edition Publisher Pearson Education
Kim I Han D amp Schultz D (2004) ldquoUnderstanding the Diffusion of Integrated
Marketing Communicationsrdquo Journal of Advertising Research March 2004 pp 31-45
Kitchen P amp Schultz D (2009) ldquoIMC New horizonfalse dawn for a marketplace in
turmoilrdquo Journal of Marketing Communications Vol 15 Nos 2ndash3 AprilndashJuly
2009 197ndash204
Pickton D amp Broderick A (2005) Integrated Marketing Communications 2nd edition
Publisher Pearson Education
Russell E The fundamentals of marketing Publisher AVA Academia
httpnewscnetcom
23 25
httpwwwecirclecom
httpwwwyoutubecom
httpchroniclingamericalocgovlccnsn850424621906-05-21ed-1seq-7
httpwwwmsnbcmsncomid7432915nstechnology_and_science-wirelesstfirst-
cell-phone-true-brickT2o-y3mP5JE
httpwwwumtsworldcomumtshistoryhtm
Mobile market httpwwwgartnercomitpagejspid=1455314
httpwwwsamsungcom
24 25
perceived service quality and satisfaction Journal of Retailing Vol 72 pp 201-14
Shemwell DJ Yavas U and Bilgin Z 11130881998) ``Customer-service provider
relationships an empirical test of a model of service quality satisfaction and
relationship oriented outcome International Journal of Service Industry
Management Vol 9 pp 155-68
Newman K and Pyne T (1996) Quality matters junior doctorsrsquo perceptions
Journal of Management in Medicine Vol 10 No 4 pp 12-23
Morrison J(2006) The International Business Environment 2nd edition Published
by Palgrave MacMillan
Baker J (2007) Marketing strategy and management Publisher Palgrave Macmillan
Blythe J (2006) Marketing Published by SAGE
Egan J (2007) Marketing communications Published by Thomson Learning
Finne amp Gronroos (2009) ldquoRethinking marketing communication From integrated
marketing communication to relationship communicationrdquo Journal of Marketing
Communications Vol 15 Nos 2ndash3 AprilndashJuly 2009 179ndash195
22 25
Kotler P et al (2005) Principles of marketing 4th edition Publisher Pearson
Education
London Butterworth-Heinemann
Kotler P (2003) Marketing management 11th edition Publisher Pearson Education
Kim I Han D amp Schultz D (2004) ldquoUnderstanding the Diffusion of Integrated
Marketing Communicationsrdquo Journal of Advertising Research March 2004 pp 31-45
Kitchen P amp Schultz D (2009) ldquoIMC New horizonfalse dawn for a marketplace in
turmoilrdquo Journal of Marketing Communications Vol 15 Nos 2ndash3 AprilndashJuly
2009 197ndash204
Pickton D amp Broderick A (2005) Integrated Marketing Communications 2nd edition
Publisher Pearson Education
Russell E The fundamentals of marketing Publisher AVA Academia
httpnewscnetcom
23 25
httpwwwecirclecom
httpwwwyoutubecom
httpchroniclingamericalocgovlccnsn850424621906-05-21ed-1seq-7
httpwwwmsnbcmsncomid7432915nstechnology_and_science-wirelesstfirst-
cell-phone-true-brickT2o-y3mP5JE
httpwwwumtsworldcomumtshistoryhtm
Mobile market httpwwwgartnercomitpagejspid=1455314
httpwwwsamsungcom
24 25
Kotler P et al (2005) Principles of marketing 4th edition Publisher Pearson
Education
London Butterworth-Heinemann
Kotler P (2003) Marketing management 11th edition Publisher Pearson Education
Kim I Han D amp Schultz D (2004) ldquoUnderstanding the Diffusion of Integrated
Marketing Communicationsrdquo Journal of Advertising Research March 2004 pp 31-45
Kitchen P amp Schultz D (2009) ldquoIMC New horizonfalse dawn for a marketplace in
turmoilrdquo Journal of Marketing Communications Vol 15 Nos 2ndash3 AprilndashJuly
2009 197ndash204
Pickton D amp Broderick A (2005) Integrated Marketing Communications 2nd edition
Publisher Pearson Education
Russell E The fundamentals of marketing Publisher AVA Academia
httpnewscnetcom
23 25
httpwwwecirclecom
httpwwwyoutubecom
httpchroniclingamericalocgovlccnsn850424621906-05-21ed-1seq-7
httpwwwmsnbcmsncomid7432915nstechnology_and_science-wirelesstfirst-
cell-phone-true-brickT2o-y3mP5JE
httpwwwumtsworldcomumtshistoryhtm
Mobile market httpwwwgartnercomitpagejspid=1455314
httpwwwsamsungcom
24 25
httpwwwecirclecom
httpwwwyoutubecom
httpchroniclingamericalocgovlccnsn850424621906-05-21ed-1seq-7
httpwwwmsnbcmsncomid7432915nstechnology_and_science-wirelesstfirst-
cell-phone-true-brickT2o-y3mP5JE
httpwwwumtsworldcomumtshistoryhtm
Mobile market httpwwwgartnercomitpagejspid=1455314
httpwwwsamsungcom
24 25