OVERVIEW OF THE SAMSUNG GROUP
The formation and development process
Samsung Group, founded by Lee Byung-chul in 1938 as a small export business in Taegu, has evolved into one of Korea's largest and most diversified trading groups Today, it encompasses major subsidiaries like Samsung Electronics and Samsung Insurance, positioning itself as a global leader in various sectors, including TV screens, mobile phones, and electronic components Renowned for its cutting-edge technology and high-quality products, Samsung is committed to expanding its product offerings and market presence while enhancing profitability and market share, all in pursuit of its mission to improve the lives of customers worldwide.
Samsung Group has prioritized the electronics industry, making Samsung Electronics a key player in this sector Established in 1969, Samsung Electronics is the largest division of Samsung Group and ranks among the world's leading electronics companies.
Image 1.1: Logo of Samsung Group
Other well-known Samsung subsidiaries:
- Samsung Electronics (largest electronics - high-tech company in the world by revenue, and 4th largest in the world by market value in 2012)
- Samsung Heavy Industries (2nd largest shipbuilding company in the world, second only to Hyundai Heavy Industry)
- Samsung Engineering and Samsung C&T (construction firms ranked 12th and 36th in the world, respectively)
- Samsung Life Insurance (the world's 14th largest insurance business)
- Samsung Everland (managing Everland Resort, Korea's oldest theme park)
- Samsung Techwin (company engaged in space exploration, production of surveillance, protection, and military equipment, etc.)
- Cheil Worldwide (in terms of revenue, it was the 15th largest advertising firm in the world in 2012)
In 2019, Samsung was recognized as the highest global brand value in Asia and ranked fourth worldwide By July 2020, it had outperformed major competitors like Apple and Google, retaining its position as the most loved brand in Asia for the ninth consecutive year, according to Campaign - Asia-Pacific and Nielsen Media Research In October 2020, Samsung surpassed Toyota to become the most valuable brand in Asia, ranking fifth globally behind Google, Microsoft, Amazon, and Apple By November 2020, Samsung claimed the top spot in the U.S smartphone market with a 33.7% market share, surpassing Apple's 30.2%, after three years of holding second place Brand Finance's 2020 national brand report valued Samsung at approximately $95 billion, making it the top brand in Asia and fifth globally, ahead of notable brands like Facebook and Toyota By 2021, Samsung's brand value increased to $102.6 billion, maintaining its fifth-place ranking worldwide.
Samsung plays a crucial role in the development of the Korean economy, politics, media, culture, and social life, serving as the key driver behind the 'Miracle of the Han River.' In 2013, the company contributed to one-fifth of South Korea's total export turnover and accounted for 17% of the nation's GDP, which stood at $1.1 trillion.
In April 2009, Samsung Electronics Vietnam (SEV) commenced operations in the Yen Phong industrial park in Bac Ninh, following the issuance of an investment certificate for a project valued at 2.5 billion USD.
2010: Launched the first 3D TV range in Vietnam, as well as the Galaxy smartphones that run on the Android operating system.
Image 1.2: Samsung Electronics Vietnam Factory Thai Nguyen
In 2014, the Samsung Vietnam Electronics Thai Nguyen (SEVT) project received its investment license and commenced operations at the Yen Binh industrial park in Thai Nguyen, with a total investment of $5 billion USD.
2016: The SEHC (Samsung CE Complex) project of Samsung Vietnam, with a total investment of $2 billion USD, opened its doors at Saigon Hi-tech Park.
2017 saw the formal opening of the Samsung Group Solution Experience Center (EBC) and the Research and Development Center (Samsung Ho Chi Minh Research & Development Center – SHRD) in Vietnam.
By early 2018, over 300,000 Vietnamese individuals were employed in Samsung's factories, making Samsung Electronics Vietnam (SEV) a leading foreign direct investment (FDI) enterprise SEV is recognized for its substantial production scale, stringent recruitment process, and consistent ranking among the top "best places to work" in the region.
Image 1.3: Profits of samsung factories in Vietnam
Image 1.4: Revenue of samsung factories in Vietnam
Products of Samsung Group
Samsung is a leading multi-industry corporation, with Samsung Electronics being its most notable subsidiary and the largest high-tech company globally by revenue The brand name "Samsung" is consistently used across all products, reflecting the company's commitment to quality and leveraging its reputation to build customer trust This strategic branding approach not only underscores Samsung's confidence in its products but also helps consumers easily identify authentic items, distinguishing them from counterfeit goods Samsung employs a naming convention for its products that combines the company name with the product name, ensuring clarity and brand recognition.
Samsung Galaxy series: Galaxy Z, Galaxy S, Galaxy Note, Galaxy A, Galaxy USA
Tablet series (Tablet): Samsung Galaxy Tab S, Samsung Galaxy Tab A
Smart watches: Galaxy Watch, Galaxy Watch Active, Galaxy Fit
TV series: Samsung Smart TV, Samsung LCD TV, Samsung Plasma
Interview of Samsung Galaxy S
The Samsung Galaxy S-series, launched on March 23, 2010, marked a pivotal moment for Samsung in the smartphone industry Designed to compete directly with Apple's iPhone, the Galaxy S series features a luxurious design, a sleek curved screen, and powerful specifications, including an impressive camera The "S" in Galaxy S signifies "Super Smart," and today, this series remains Samsung's most successful product line, solidifying the brand's reputation in the competitive smartphone market.
The Samsung Galaxy S series represents a collection of premium Android smartphones manufactured by Samsung Electronics, alongside the Galaxy Note series, positioning itself as the flagship model within Samsung's smartphone lineup.
In June 2014, Samsung extended its Galaxy S series to include tablet computers with the launch of the Galaxy Tab S, which was released the following month As of January 2021, the most recent smartphones in the Galaxy S series are the Samsung Galaxy S21 series, introduced in January.
2021 The Samsung Galaxy Tab series is the related tablet series, which includes the tablet Samsung Galaxy Tab S7 released in August
- Samsung Galaxy S6 | S6 egde | S6 egde+ | S6 active (March 2015)
- Samsung Galaxy S7 | S7 egde | S7 active (February 2016)
- Samsung Galaxy S8 | S8+ | S8 active | S Light Luxury (March 29, 2017)
- Samsung Galaxy S20 FE | S20 | S20+ | S20 Ultra (LTE | 5G) (February 11, 2020)
MARKETING ENVIRONMENT
Microenvironment
Samsung, a global leader in technology, designs its phones with an international focus, emphasizing the importance of high-quality components from its suppliers Key suppliers like Advantest Corp and Canon Inc play a crucial role in Samsung's manufacturing process, ensuring the premium quality of its devices.
By the end of 2019, Samsung had established long-term partnerships with 42 Vietnamese companies, marking a tenfold increase from just four suppliers in 2014 The tech giant aims to expand this number to 50 by the end of the year, supported by hundreds of tier-2 suppliers that enhance the world's largest electronic manufacturing chain Among these suppliers is Viet Hung Bao Bi Ltd, a prominent provider of carton packaging and paper pallets located in Hung Yen province.
Image 2.1: Viet Hung Bao Bi Ltd one of Samsung's first and most well-known providers of carton packaging and paper pallets.
Marketing intermediaries play a crucial role in helping Samsung promote, sell, and deliver its products to consumers In Vietnam, retailers are the main channel for introducing Samsung's new products, often showcasing them in dedicated showrooms Notable retailers like "Thế giới di động" and "CellphoneS" are key distributors of Samsung's phone series in the Vietnamese market.
Besides, Samsung has also opened “experience stores” in recent years, contributing to expanding the retail scale for this brand.
Samsung's diverse clientele in Vietnam reflects its extensive product range, catering to various market segments The Samsung A series appeals to students and low-income consumers, while the premium S and Note series targets wealthier individuals.
Samsung is the most popular phone in Vietnam Samsung offers a wide range of pricing due to its various phone seriess, allowing it to reach wider customers
Samsung primarily boosts its revenue through the sale of affordable smartphones like the A and M series In contrast, the Galaxy S series faces stiff competition from rival brands, resulting in less impressive sales compared to Samsung's budget-friendly offerings.
In December 2020, iPhone's market share in Hanoi surged to 13.7%, nearing the sales figures of Vietnam's third-largest company, a significant increase from 8.6% in November and 5.2% in October This trend highlights the strong demand among Vietnamese consumers for new iPhone models, particularly following the official launch of the iPhone 12 series in Vietnam on November 27, 2020 Notably, Apple, which focuses on high-end products priced over 10 million VND, captured over 13% of the market, while leading brands like Vsmart, Oppo, and Samsung primarily benefited from low-cost offerings Consequently, Apple emerges as Samsung's toughest competitor in the high-end smartphone market.
The Xiaomi Mi Mix series poses a significant challenge to the Samsung Galaxy S series, particularly as it has not yet been launched in Vietnam Currently, the Mi Mix series products are primarily available through small retailers in the country Once Xiaomi introduces the Mi Mix series in Vietnam, it is expected to become a strong competitor to Samsung's flagship Galaxy S series.
Samsung's Galaxy Note series poses an unexpected challenge to the Galaxy S series, distinguished by its unique design and the inclusion of the "S Pen." This internal competition highlights Samsung's innovation and versatility in catering to diverse user preferences.
Macroenvironment
Between 2002 and 2018, Vietnam's GDP per capita surged by 2.7 times, surpassing USD 2,700 in 2019, while over 45 million people escaped poverty The poverty rate plummeted from over 70% to under 6%, defined as living on less than $3.2 per day at purchasing power parity Notably, ethnic minorities constitute 86% of the remaining impoverished population in Vietnam.
Vietnam's economy was severely impacted by the COVID-19 infection due of its deep economic integration, but it also demonstrated remarkable resilience In
In 2020, Vietnam's GDP growth is projected to be 2.9 percent, making it one of the few countries worldwide to experience positive economic growth amid the pandemic However, the long-term effects of the epidemic have significantly impacted households, with approximately 45 percent of respondents indicating a decrease in their income.
Without the impact of the epidemic, Vietnam's economy would have experienced stronger growth The recent outbreak also posed significant challenges for Samsung, primarily affecting its supply chain, although these issues were quickly addressed Additionally, the COVID-19 pandemic led to a decrease in demand for smartphones.
Mobile phones are not just tools for communication; they also symbolize the owner's wealth and social status Regulations affecting cell phone users are carefully considered to foster a competitive marketplace The government supports phone companies, facilitating their success, which in turn boosts the state budget, creates numerous jobs, and drives economic growth An open political environment is further aiding companies like Samsung in increasing their production capacity.
Vietnamese culture showcases remarkable diversity, leading to distinct consumer behaviors across different regions Recognizing this, Samsung strategically releases two versions of its Galaxy S series—S and S Plus—along with a high-end S Ultra model to meet the diverse needs and income levels of its customers Each phone is available in multiple color options, typically three, allowing for personalized choices Additionally, Vietnam's abundant labor resources facilitate Samsung's expansion of manufacturing capabilities in the country.
As the world's largest mobile phone manufacturer, Samsung must continuously adapt to technological advancements to maintain its market position, especially in light of competitors like Nokia, which faltered by not keeping pace with global trends Since the launch of the Samsung Galaxy S8, the design of the Galaxy S series has seen minimal changes, primarily featuring upgrades in configuration and camera capabilities This stagnation in design can be attributed to the inherent excellence of the Galaxy S line, making it challenging for Samsung to innovate significantly in both software and internal hardware with each new generation.
Samsung releases Android updates for its phones on a regular basis, as well as researching and developing new ways to boost the processing performance of its Galaxy S series phones.
Developing mobile devices that can use 5G networks is also one of Samsung's top priorities.
Vietnam's population is estimated to reach 97,757,118 people on December
31, 2020, an increase of 876,475 people over the previous year's figure of 96,903,947.
Vietnam, as a developing country, is experiencing significant global integration, making mobile phones an essential and highly popular item among its people.
Image 2.3: the number of users of the top 15 countries
According to Adsota's Vietnam Digital Advertising Market report, Vietnam has 43.7 million smartphone users, representing 44.9% of its total population of 97.4 million This significant number positions Vietnam among the top 15 countries globally for smartphone usage, alongside developed nations like the UK, Japan, and Germany, as well as Indonesia in Southeast Asia.
Vietnamese consumers exhibit a strong demand for mobile phones, prompting Samsung to focus on enhancing their products to swiftly capture a larger market share.
S – T – P STRATEGY
Segmentation
Market segmentation is a strategic marketing approach that divides a target market into smaller, more specific segments, allowing businesses to perform in-depth market research on their customers This technique uncovers valuable consumer insights, fosters innovative product development, and provides recommendations for enhancing customer loyalty and engagement.
To enable the company to have a more detailed view of the market and select the target market correctly and efficiently, Samsung has segmented the market based on customer income.
Demographic segmentation: Segmenting the market by income depending on the income of each individual, they will choose for themselves a smartphone with a price that is suitable for their conditions.
• High-end phone segment (Flagship): Over 15 million VND
High-end smartphones, often referred to as flagship devices, represent the pinnacle of a manufacturer's offerings, showcasing the latest technology and features available on the market These premium phones are characterized by their superior performance, high-quality cameras, and exceptional configurations, often accompanied by a higher price point compared to other models Ideal for users seeking the ultimate experience in cutting-edge technology, flagship phones deliver outstanding designs, advanced features, and top-notch photography capabilities.
However, products in this segment often have a very high price in common, so most are aimed at successful business people.
• Near-premium phone segment: prices range from 10 to 15 million VND
Devices in this price range, costing between 10-15 million VND, emphasize key features like high-quality cameras, entertainment capabilities, robust configurations, and appealing brand designs Typically, these phones are the previous year's flagship models, showcasing the latest technological advancements.
• Mid-range phone segment priced from 5 million to 10 million VND
The Vietnamese market's most popular segment ranges in price from 6 to 10 million VND, providing an exceptional user experience This segment primarily caters to students and young professionals with relatively stable incomes.
Smartphones priced under 6 million VND are designed to meet essential user needs, including calling, texting, browsing the web, and watching movies While these devices may lack advanced technology or unique features, they provide reliable functionality for everyday tasks.
A 2018 study on market segmentation by gender reveals that purchasing decisions for high-end smartphones, specifically between Samsung and iPhone, are significantly influenced by gender The findings indicate that a majority of male respondents favor Samsung, while female respondents show a preference for iPhone.
Image 3.1: The percentage between men and women who expect
Samsung employs psychographic segmentation by offering products with luxurious and sophisticated designs that appeal to various customer personalities Their smartphone color palette includes classic options like copper gold, white, and black, while also featuring trendy colors that resonate with diverse consumer preferences.
Samsung has crafted a diverse color palette for the Galaxy S21 series, allowing each hue to reflect the unique personality of individual customers The standout 'Passion Purple' color, exclusive to the Samsung Galaxy S series, embodies elegance and sophistication, captivating users with its distinctive and noble appearance.
Phantom Gold on Samsung devices exudes elegance and sophistication, making it an ideal choice for both men and women, particularly business professionals who wish to showcase their unique style and temperament.
White evokes feelings of simplicity, purity, sophistication, and lightness In contrast, dark gray is associated with power, luxury, and elegance, making it a versatile and foundational color often seen in various devices, including smartphones.
Geographic segmentation involves categorizing customer personas based on their location, such as rural and urban areas, to determine the most effective target market For instance, Samsung successfully targets both rural and urban populations, allowing them to tailor their marketing strategies to meet the diverse needs of these segments.
Targeting
Targeting is a set of buyers sharing common needs or characteristics that the company decides to serve.
After carefully researching market segments, Samsung has chosen for their Samsung Galaxy S product series the target market is the high-end phone segment
Target customers of Samsung Galaxy S are successful businessmen with stable income Characteristics of this customer group, the segment has a high ability to pay:
- This is the segment that needs to use a variety of products and services.
- Help business people bring higher profits…
This is a very competitive segment Currently, the high-end phone product series in Vietnam, is the close competition of Iphone and high-end product series of
Customers who prioritize quality over price seek smartphones that offer not only advanced features, such as superior cameras and configurations, but also intrinsic values like sophistication, elegance, and aesthetic design This discerning market segment demands higher standards for both products and services.
Samsung Galaxy S is strategically appealing to a demographic of young individuals aged 20-35 who are eager to express their identities and keep up with the latest trends With flexible installment payment options, the device caters to those whose income may not allow for a full upfront payment This target audience is not only looking to enhance their personal image but also represents a significant market opportunity for Samsung Galaxy S.
Positioning
In marketing, positioning is a method used by marketers to build an image or identity in the consumer's mind for a particular product, brand or organization.
Samsung is recognized by today's consumers as a premium, world-class brand synonymous with quality, prestige, and innovative design Initially seen as comparable to Sony, Samsung has emerged as a leading force in the global consumer electronics market Following Sony's decline, Samsung's robust entry into the premium smartphone segment has positioned Apple as its primary competitor across smartphones, tablets, and smart wearables, which are experiencing significant growth.
Once regarded as a low-quality service provider, Samsung has successfully transformed into one of the world's leading smartphone manufacturers This remarkable shift required significant effort and an investment of millions of dollars, allowing Samsung to achieve its current prestigious status in the industry.
To achieve those successes, Samsung cannot deny its efforts in brand positioning
Samsung continually evolves its self-image, striving for sophistication and refinement in every product The company's branding philosophy centers on five key pillars: innovation, cutting-edge technology, world-class design, top talent recruitment, and internal branding As a leading smartphone manufacturer, Samsung focuses on delivering high-quality products while fostering creativity and customer-centric approaches to strengthen its brand image Rather than adopting a single company-wide slogan, Samsung utilizes unique referral series for each product, effectively promoting and positioning its mobile devices across three distinct levels of market positioning.
The Samsung Galaxy S series represents the pinnacle of flagship smartphones, showcasing cutting-edge features and a sleek, meticulously crafted design This product line is designed to impress both current and potential customers, ensuring high satisfaction and strong market appeal.
MARKETING MIX STRATEGY
Product Strategy
Samsung continually improves its product technology and marketing strategies to boost brand loyalty among Vietnamese consumers By thoroughly understanding local preferences, the company has gained the trust of an increasing number of users One effective marketing approach is offering a diverse range of product series tailored to various market segments, ensuring that customers can easily find the right device to meet their needs.
Synthesis of Samsung phone products:
Samsung galaxy S phones are chosen by customers for their outstanding features.
- 7.8mm thin, 201g weight, slim and light design.
- Support wifi 6E wireless internet standard
- 40MP selfie camera, 100x spatial zoom back camera capable of 12-bit depth pictures.
Samsung Galaxy S series phones have the following features:
+ Ultrasonic fingerprinting, face recognition + 120Hz is the refresh rate of the screen.
+ Gorilla Glass is a tough, scratch-resistant material.
+ IP168 water and dust resistance + 2X Dynamic AMOLED screen with Infinity-O technology.
Samsung Galaxy phone devices are named after letters that are easy to remember and call, with the Samsung Galaxy S having a specific "S" meaning:
Samsung's Galaxy S series showcases a stunning design, featuring an elegant curved display and a robust setup, complemented by an exceptional camera that highlights the phone's advanced intelligence The "S" in Galaxy S symbolizes "Super Smart."
Product features of Samsung galaxy S phones:
The Samsung Galaxy S series represents a significant upgrade over previous models, instilling confidence in users regarding its quality By effectively leveraging advanced technology, it meets and exceeds customer expectations.
- The design is slim, elegant, and delicate.
- High-end design with a wide-angle screen, high-resolution camera
- Exynos and Snapdragon processors are powerful.
Product packaging design for Samsung Galaxy S phones:
The product is properly placed on the tray in the compact rectangular product box, which is composed of smooth, sturdy cardboard.
- Below the product tray are the durable plastic accessories, such as the type C cable, charger, user manual, and sim stick.
The box contains essential information for customers, featuring the Samsung logo, the phone series name, and key product details Additionally, some distribution companies have included Vietnamese stickers to cater to local customer needs.
- Customers who purchase a device with a technical issue are covered by a 12- month phone warranty.
- A 24/7 hotseries is available to provide detailed guidance and answer consumer inquiries.
- Customers are encouraged to try the product at Samsung's experience stores and distributors to guarantee that they have peace of mind.
Pricing strategy
Samsung offers a diverse range of smartphones across low, medium, and high-end price segments, catering to various income levels and user needs This strategic marketing approach enables Samsung to attract a broad consumer base, including students and high-income professionals.
The Samsung Galaxy S series is positioned as a high-end smartphone option in the market, offering exceptional quality that justifies its price Priced under 20,000,000 VND, the Samsung Galaxy S provides a more affordable alternative to the iPhone 12, which costs around 40,000,000 VND for similar specifications and quality.
Samsung has launched the Galaxy S21+ smartphone, showcasing an attractive design, powerful processor, and numerous impressive features This new model is set to be priced above the previous series from the company.
When Apple releases the iPhone 12 Pro with equal capabilities (priced at 29.990.000 VND), Samsung will reduce the price of its phone to 24.990.000 VND.
Samsung phones are currently the market leaders, competing closely with Apple phones This method allows Samsung to get rival customers to buy more of its items.
Because of their affordability, Samsung phones are the preferred option of the majority of customers In terms of price, Samsung demonstrates its market position
Samsung is always a priority place in the hearts of consumers over other
Samsung competitors like as Oppo, Xiaomi, … with the same price and unique characteristics.
To attract customers, the Samsung firm employs a variety of marketing strategies, including:
- Deals galore during Galaxy Week: Up to 50% discount, with no interest if paid in full.
- Up to VND 14,570,000 can be saved by renovating an outdated collection.
- Limited-time student - full-year offer: up to 47% discount
This approach fosters an environment where all customers can access products at optimal prices By leveraging customer psychology, it encourages purchases through attractive pricing and appropriate incentives.
Place strategy
Image 4.1: Diagram of Samsung phone distribution
Samsung phones are sold in so many retail stores.
In the sphere of selling mobile phones, which is “The gioi di dong”, it is feasible to take a significant brand The total number of stores is 908 as of 1/2021
The proceeds from the sale of Samsung's phone seriess in general, and the Samsung Galaxy S in particular, has helped to expand the number of stores.
From August 15 to 17, 2019, Samsung Vina Electronics Company will open three new experience stores in Ho Chi Minh City, Binh Duong, and Hai Phong
Samsung's experience stores, built to international standards, are integral to the company's strategy to enhance its product experience network, initiated in 2019 These stores aim to deliver a seamless and premium experience for customers, encompassing both products and exceptional customer service In Vietnam, this initiative has gained significant traction, reflecting Samsung's commitment to providing a comprehensive and convenient shopping environment.
The Samsung Experience Store offers customers a unique opportunity to explore and learn about the latest Samsung products, including the Note10, Galaxy S10/S10+, Galaxy A80, Galaxy Watch Active2, and Samsung Tab S5e More than just a tech playground, the store provides access to expert specialists who offer immediate solutions for software support, equipment repairs, and efficient service handling, ensuring a seamless customer experience.
Image 4.2: Currently, Samsung has up to 7 experience stores
Promotion strategy
Samsung's marketing strategy incorporates diverse promotional tactics, similar to industry giants like Coca-Cola and Nike The company believes that advertising is a powerful tool for engaging potential customers and driving brand awareness.
Samsung utilizes diverse advertising strategies to boost product sales, including regular discounts, event sponsorships, and active participation in both national and international festivals.
Sponsor: Samsung is well-known for the high quality of its goods, but aside from spare parts, the company is also a major supporter.
Samsung has launched a limited edition Park Hang-seo Galaxy S10+ for the Vietnamese market, marking its first such release in the country This special edition features a multi-colored silver body, a smart case adorned with the renowned Korean strategist's image and signature, a unique set of icons, a customized user interface, and a powerful 10,000 mAh wireless charging backup battery.
Samsung has unveiled a limited edition Galaxy S10+ Park Hang-seo, featuring a striking new prism silver color variant This model retains a gradient design on its back, showcasing a dynamic color shift that can transition from blue to pink against a silver backdrop.
Samsung Galaxy S10|S10+ brand officially became a sponsor for the 360mobi Championship Season 2 - 2019 in order to assist Mobile Legends: Bang Bang VNG in developing eSports in Vietnam.
Image 4.4: Sponsor the 360mobi Championship Season 2 - 2019
Samsung views sales as a human-to-human marketing approach, emphasizing that the preparedness of personnel is crucial for project success Their strategy prioritizes the use of documents and information, with sales representatives consistently carrying product brochures to address inquiries swiftly and effectively Economic analysts assert that Samsung needs to enhance its sales operations by adhering to essential requirements for optimal performance.
+ Actual sales: Samsung offers product information to clients and must acquire orders.
+ Customer and public relations: Samsung sales personnel are constantly concerned in protecting and improving the company's reputation with customers and the general public.
+ Collection and disclosure of information: Samsung Merchandise sales personnel may reveal essential information on a regular basis in order to plan promotions and advertising.
- Catalogs, samples, videos, slideshows, trade fairs and exhibits, and point-of- sale materials and tools, among other promotional tools, are frequently used by Samsung.
The Samsung catalog captivates readers with its vibrant colors, high-quality printing, and easily digestible content, effectively showcasing Samsung's electrical products and drawing in potential customers.
Samsung enhances customer understanding and reduces confusion during the purchasing process by providing product samples alongside their catalog This initiative is particularly beneficial for clarifying product models and sizes Additionally, for budget-friendly models, Samsung offers complimentary gifts to customers through postal services and overseas sales agents.
- To display large and costly products, exporters should set up Showrooms, Trade Shows, exhibitions, and fairs.
The magazine is independently produced by the firm to keep both internal and external customers informed about Samsung's operations, including the success of dealers and distributors, innovative marketing strategies, and the latest company news It also features contest results with prizes, staff incentives, and updates on Samsung products.
Samsung actively participates in global trade fairs and exhibitions, leveraging these events as key platforms for buying and selling products, signing contracts, and fostering relationships with distributors and agents.
The trade fair serves multiple purposes for Samsung, including showcasing the company's organizational skills, enhancing its public image, and introducing new products Additionally, it aims to provide consumers with quality products at competitive prices.
Samsung has consistently recognized community relations as a vital opportunity to foster a positive image of its operations and products Through strategic press initiatives and various activities, the company effectively promotes its brand without relying on paid advertising.
Starting in 2020, the KF-Samsung Foundation aims to enhance Korean language education by expanding classes and providing scholarships to students pursuing Korean majors at 12 universities and colleges nationwide.
On November 24, 2020, scholarships were awarded to students at six universities and colleges in Northern Vietnam This event followed a scholarship ceremony that recognized 135 exceptional students from six institutions in the Central South region, including the Ho Chi Minh City University of Social Sciences.
Humanities, University of Foreign Languages - Informatics Ho Chi Minh City, Nguyen Tat Thanh University, University of Foreign Languages (Hue
University); University of Da Lat, University of Foreign Languages (University of Da Nang).
Image 4.5: On November 24, Mr Choi Joo Ho, General Director of Samsung Vietnam, presented scholarships to students
Advertisement : When launching an advertising campaign, Samsung always requires marketers to make five major decisions:
- Choosing 5M Mission: What is the advertising's goal? How much does it cost in terms of money? Message: The message must be delivered to the media
Which communication route should be used? Measurement: How are outcomes assessed?
- The AIDA concept is always at the heart of Samsung's advertising material : + A: attract attention
+ I: maintain interest + D: arouse desire + A: result in Action (leads to purchase)
To enhance brand trust and establish Samsung as a leading electronics provider, it is essential to continuously refine sales promotion strategies by focusing on key marketing elements Attention to detail in promotional activities will play a crucial role in supporting Samsung's marketing initiatives.
RECOMMENDATION
Recommendation 1
In the current 4.0 technology era, any product can become obsolete after a day.
The Samsung Galaxy S series stands as the brand's most advanced lineup, yet it faces potential competition from rivals like Apple, Sony, and emerging Chinese manufacturers such as Xiaomi and Oppo.
Recommendation 2
minds when it comes to high-end phones
While Samsung is often viewed as a strong competitor to the iPhone, many still associate business phones primarily with the iPhone brand This perception is largely due to Apple's effective promotional strategies, which create a belief that owning an iPhone enhances personal value To capture a larger share of the target market, Samsung must adopt similar marketing tactics that resonate with consumers.
Recommendation 3
Environmental concerns are increasingly important to consumers, and Samsung has the opportunity to develop strategies that benefit the community and resonate with society For instance, the Samsung Galaxy S21 phone cases are crafted from recycled corporate plastic, showcasing a commitment to sustainability by utilizing clean materials This approach not only reduces waste but also appeals to environmentally conscious consumers, reinforcing the brand's message of responsible manufacturing.
1 Thu Ngân (2018), Hành trình 10 năm Việt Nam thành ngôi nhà thứ hai của Samsung: https://vnexpress.net/hanh-trinh-10-nam-viet-nam-thanh- ngoi-nha-thu-hai-cua-samsung-3739083.html
2 Thanh Hằng (2020), Công ty Samsung Việt Nam: Hành trình trở thành doanh nghiệp tỷ đô: https://news.timviec.com.vn/cong-ty- samsung-viet-nam-67693.html
3 Song Ngoc (2021), Samsung ở Việt Nam: Lợi nhuận 4 tỷ USD, doanh thu tương đương 25% GDP cả nước: https://vietnambiz.vn/samsung-o- viet-nam-loi-nhuan-4-ty-usd-doanh-thu-tuong-duong-25-gdp-ca-nuoc- 20210418211522004.htm
4 Cellphone (2020), Khám phá chuỗi hệ thống cửa hàng CellphoneS Hà Nội: https://hanoitoplist.com/trung-tam-dia-diem/kham-pha-chuoi-he- thong-cua-hang-cellphones-ha-noi
5 Website Dân số: https://danso.org/viet-nam/
6 Đức Quyền (2020),Samsung tại Việt Nam: Doanh thu mỗi năm 1,6 triệu tỉ đồng, bằng 26% GDP cả nước : https://vietnambiz.vn/samsung- tai-viet-nam-doanh-thu-moi-nam-16-trieu-ti-dong-bang-26-gdp-ca- nuoc-20201025163518261.htm
7 Itcnews(2020) ,Gần 45% người dân Việt Nam đang sử dụng smartphone: https://ictnews.vietnamnet.vn/san-pham-so/gan-45-nguoi- dan-viet-nam-dang-su-dung-smartphone-40903.html#
8 Website Samsung: https://www.samsung.com/vn/
9 Website Thế giới di động: https://www.thegioididong.com/
10 Giang Phan Ninh, Samsnug thể thao và con đường trở thành thương hiệu cảm xúc: https://zingnews.vn/samsung-the-thao-va-con-duong-tro- thanh-thuong-hieu-cam-xuc-post95979
Smartphones of the Samsung Galaxy S series from 2017 to 2021:
Price of Samsung series on the market
Phone model Product’s name Market price
13 Samsung Galaxy A 51 6.890.000 VND Low cost
No Student Name Student Code Scope of word Contribution
Overview of the samsung group
S-T-P Strategy Recommendation Word's format editing
Marketing mix strategy ( Product + Pricing ) Word's format editing