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 With major subsidiaries like Samsung Electronics and Samsung Insurance, the company is 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 continues to expand its product range and markets, aiming to enhance profitability and market share while fulfilling its mission to improve lives for customers worldwide.
In the business fields, Samsung Group has been focusing on the electronics industry Therefore, when it comes to Samsung, one cannot fail to mention
Founded in 1969, Samsung Electronics is the largest division of the Samsung Group and ranks among the leading electronics companies globally.
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 achieved the highest global brand value in Asia and was ranked fourth worldwide By July 2020, Samsung continued to lead as the most loved brand in Asia for the ninth consecutive year, surpassing competitors like Apple, Google, and Sony, according to Campaign - Asia-Pacific and Nielsen Media Research In October 2020, Interbrand reported that Samsung had overtaken Toyota to become the most valuable brand in Asia, ranking fifth globally behind Google, Microsoft, Amazon, and Apple By November 2020, Samsung held a market share of 33.7%, outpacing Apple's 30.2% to secure the top position in the market.
In 2020, Samsung emerged as a leading brand in the U.S smartphone market, achieving a brand value of approximately $95 billion, ranking first in Asia and fifth globally, surpassing major competitors like Facebook and Volkswagen By 2021, this value increased to $102.6 billion, maintaining its position as the fifth most valuable brand worldwide, trailing only behind Amazon, Google, Apple, and Microsoft.
Samsung plays a pivotal role in the growth 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 one-fifth of South Korea's total export turnover and accounted for 17% of the nation's overall GDP, which was $1.1 trillion.
In April 2009, Samsung Electronics Vietnam (SEV) commenced operations in the Yen Phong industrial park in Bac Ninh, following the receipt of an investment certificate and a substantial capital investment of $2.5 billion.
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 –
It is estimated that more than 300,000 Vietnamese people worked in
Samsung's factories until the beginning of 2018 At the same time, Samsung
Electronics Vietnam (SEV) stands out as the leading foreign direct investment enterprise, recognized for its extensive production capabilities and a highly selective recruitment process Regularly featured among the top "best places to work," SEV exemplifies excellence in the FDI sector.
Image 1.3: Profits of samsung factories in Vietnam
Image 1.4: Revenue of samsung factories in Vietnam
Products of Samsung Group
Samsung, a leading multi-industry corporation, is best known for its dominance in the electronics sector, with Samsung Electronics being the world's largest high-tech company by revenue The brand name "Samsung" is consistently used across all products, reflecting the company's strategy to leverage its reputation to guarantee product quality This approach not only demonstrates Samsung's confidence in its offerings but also builds customer trust in a competitive market To ensure authenticity and combat the prevalence of counterfeit goods, Samsung clearly labels its electronic products, allowing consumers to easily identify their origin The company employs a distinctive naming convention for its products, combining the company name with the product name, such as "Samsung Galaxy."
• 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
Samsung Galaxy S-series with a mission to always lead the trend,
The Samsung Galaxy S was launched on March 23, 2010, signifying a pivotal moment for Samsung in the smartphone industry This high-end smartphone series features a luxurious design, a sleek curved screen, and impressive specifications, including a remarkable camera, aimed at competing directly with Apple's iPhone lineup.
Galaxy S stands for Super Smart Currently, the Galaxy S series is still Samsung's most successful product series, making a name for Samsung in the smartphone field
The Samsung Galaxy S series represents a premium line of Android smartphones developed by Samsung Electronics, positioning itself alongside the Galaxy Note as the flagship model of the brand.
In June 2014, Samsung expanded 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 this 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,
MARKETING ENVIRONMENT
Microenvironment
Samsung, a global leader in technology, designs its phones for international markets, emphasizing the quality of components from its suppliers Key suppliers include Advantest Corp and Canon Inc, with whom Samsung maintains strong collaborations to ensure high standards in its products.
By the end of 2019, Samsung had established long-term partnerships with 42 first-tier Vietnamese suppliers, marking a tenfold increase from just four in 2014 The company aims to expand this number to 50 by the end of the year, alongside a network of hundreds of tier-2 suppliers that support the global electronics manufacturing chain Among these, Viet Hung Bao Bi Ltd, located in Hung Yen province, stands out as one of Samsung's most recognized providers of carton packaging and paper pallets.
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 end consumers in Vietnam Retailers, particularly "Thếgiới di động" and "CellphoneS," are essential for introducing Samsung's new devices to the market Additionally, Samsung has launched "experience stores" in recent years, further enhancing its retail presence and allowing customers to engage with the brand more directly.
Samsung caters to a diverse clientele in Vietnam by offering a wide array of products across various categories The Samsung A series is popular among students and low-income consumers, while the premium S and Note series appeals to wealthier individuals.
Samsung is the leading smartphone brand in Vietnam, appealing to a diverse customer base with its extensive range of affordable phone series, including the A and M series While the Galaxy S series faces stiff competition from other brands, resulting in less impressive sales, the company significantly boosts its revenue through the popularity of its budget-friendly models.
In December 2020, iPhone's market shares in Hanoi jumped to 13.7 percent, approaching the sales of Vietnam's third-largest company In November and
In October of last year, Apple captured 8.6% of the smartphone market in Vietnam, highlighting strong anticipation among users for new iPhone models, particularly with the iPhone 12 series officially launching in the country on November 27, 2020 Despite focusing exclusively on high-end products priced over 10 million VND, Apple managed to secure over 13% of sales, demonstrating its competitive edge against brands like Vsmart, Oppo, and Samsung, which thrive on lower-cost offerings This positions Apple as Samsung's most formidable rival in the high-end smartphone market.
The Xiaomi Mi Mix series is poised to challenge 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 released, Xiaomi's Mi Mix series is expected to emerge as a strong competitor to Samsung's Galaxy S series.
Samsung's Galaxy Note series stands as a formidable competitor to the Galaxy S series, distinguished by its unique design and the exclusive inclusion of the S Pen, creating a dynamic internal competition within the brand.
Macroenvironment
Between 2002 and 2018, Vietnam's GDP per capita surged by 2.7 times, exceeding USD 2,700 in 2019, while over 45 million individuals 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 represent 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
2020, GDP growth is expected to be 2.9 percent Although Vietnam is one of the
10 few countries in the globe to have positive economic growth, the epidemic has had long-term effects on households, with roughly 45 percent of those surveyed reporting lower income
Without the pandemic's effects, Vietnam's economy would have experienced faster growth and avoided significant setbacks The recent outbreak posed challenges for Samsung, primarily disrupting the supply chain, although these issues were quickly addressed Additionally, the COVID-19 crisis led to a decline in phone demand.
Mobile phones serve as a symbol of wealth and status, while regulations for users are thoughtfully considered The government facilitates fair competition among phone companies, which in turn boosts the state budget, creates jobs, and fosters economic growth An open political environment is also aiding companies like Samsung in increasing their production capacity.
Vietnamese culture is marked by its diversity, leading to distinct consumer behaviors across regions Recognizing this, Samsung strategically launches multiple versions of its Galaxy S series, including the standard S, S Plus, and the premium S Ultra, to meet the diverse income levels and preferences of customers Each model is offered in a variety of colors, typically featuring three options, allowing for personal choice Additionally, Vietnam's abundant labor resources facilitate Samsung's expansion of manufacturing capabilities.
Samsung is the world's largest mobile phone manufacturer, therefore it's critical to keep up with technological advancements Take, for example, Nokia's
11 demise as a result of failing to stay up with global trends Since the Samsung
Since the release of the Galaxy S8, the design of the Samsung Galaxy S series has seen minimal changes, with the primary differences lying in upgraded configurations and camera enhancements This lack of drastic redesign is understandable, as the Galaxy S line is already highly regarded, making software and internal hardware improvements the main focus for 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
As a developing country, Vietnam is experiencing significant global integration, making mobile phones an essential and widely used tool among its people.
Image 2.3 the number of users of the top 15 countries :
According to Adsota's Vietnam Digital Advertising Market report, the
Vietnam's smartphone usage has surged, with approximately 43.7 million users out of a total population of 97.4 million, resulting in a penetration rate of 44.9% This impressive statistic positions Vietnam among the top 15 countries globally for smartphone users, joining the ranks of developed nations like the UK, Japan, and Germany, as well as Southeast Asia's representative, Indonesia.
Vietnamese consumers demonstrate a strong demand for mobile phones, prompting Samsung to focus on refining its products to quickly capture market share.
S – T – P STRATEGY
Segmentation
Market segmentation is a strategic marketing approach that divides a target market into smaller, well-defined segments, allowing businesses to perform in-depth market research on their customers This technique uncovers valuable consumer insights, fosters innovative product development, and provides strategies 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 models, represent the pinnacle of a manufacturer's offerings, showcasing the latest technological advancements These devices are characterized by their superior performance, high-quality cameras, and an array of exceptional features, all accompanied by a premium price tag Ideal for users seeking the ultimate experience in cutting-edge technology, flagship phones provide the best designs, top-tier cameras, and unmatched functionalities.
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 segment will cost from 10-15 million VND and will focus on certain features such as camera, entertainment, or have strong configuration, or have a nice
14 brand and design The phones in this segment are often the flagship of the previous year, carrying the most advanced technological features
• Mid-range phone segment priced from 5 million to 10 million VND
The Vietnamese market's most popular segment typically ranges in price from 6 to 10 million, effectively meeting user expectations This segment primarily caters to students and individuals with relatively stable incomes.
Smartphones in this price range, typically under 6 million VND, are designed to meet essential user needs without featuring advanced technologies They effectively support basic functions such as calling, texting, web browsing, and movie watching, making them a practical choice for budget-conscious consumers.
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 This trend highlights the importance of gender in shaping consumer choices within the premium smartphone market.
Image 3.1: The percentage between men and women who expect
Samsung's product lineup features luxurious and sophisticated designs that appeal to various customer segments Their smartphones are available in classic colors like copper gold, white, and black, while also introducing hues that resonate with diverse personalities, ensuring a personalized experience for every user.
Samsung has crafted a unique color palette for the Galaxy S21 series, with each hue reflecting the diverse personalities of its customers The standout 'Passion Purple' is exclusive to the Samsung Galaxy S series, embodying elegance and sophistication This captivating color scheme not only enhances the device's aesthetic appeal but also resonates with a sense of nobility, making it a perfect choice for those who appreciate individuality and style.
Phantom Gold on Samsung devices embodies elegance and sophistication, making it an ideal choice for both men and women, particularly business professionals who wish to showcase their unique style and character.
White is often associated with simplicity, purity, sophistication, and lightness, while dark gray conveys power, luxury, and elegance As one of the most fundamental colors, dark gray is frequently seen in various smartphone designs.
Geographic segmentation involves categorizing customer personas based on their geographical locations, such as rural and urban areas, to identify target segments effectively For instance, Samsung strategically targets both rural and urban populations, allowing them to tailor their marketing efforts to diverse consumer needs across different regions.
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
The Samsung Galaxy S series is designed for the high-end smartphone market, targeting affluent customers such as successful business professionals with stable incomes This customer segment demonstrates a strong willingness to invest in premium devices, highlighting their purchasing power and preference for top-tier technology.
- 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 advanced features, from high-performance cameras to superior configurations, while also valuing the internal quality of the device Elegance, sophistication, and attractive design play crucial roles in their purchasing decisions This target market typically has elevated expectations for both products and services.
Samsung Galaxy S is strategically targeting young individuals aged 20-35 who are eager to express their unique personalities but may struggle with making a single payment due to their income levels This demographic is keen on building their personal image and staying updated with the latest trends, making them a valuable market segment for the brand.
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 known for its quality, prestige, and design Initially viewed on par with Sony, Samsung has recently emerged as a leading name in the global consumer electronics market, particularly following Sony's decline and Samsung's robust entry into the premium segment.
Apple has emerged as Samsung's primary competitor in the smartphone, tablet, and device markets, with smart wearables experiencing significant growth Once perceived as a low-quality service provider, Samsung has transformed into a leading smartphone manufacturer through substantial effort and investment, successfully repositioning itself in the industry.
Samsung's success is largely attributed to its strategic brand positioning, which emphasizes sophistication and refinement in its products The company's branding philosophy revolves around five key pillars: innovation, cutting-edge technology, world-class design, top talent recruitment, and internal branding By positioning itself as a leading smartphone manufacturer, Samsung focuses on delivering high-quality products while fostering creativity and customer-centric approaches to strengthen its brand image Instead of using a unified company slogan, Samsung opts for unique product-specific branding, effectively promoting its mobile devices across three distinct levels of 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 target and potential customers, achieving high marks for its quality and innovation.
MARKETING MIX STRATEGY
Product Strategy
Samsung continuously improves its product technology and marketing strategies to boost the usage of its phones in Vietnam By thoroughly understanding the preferences of Vietnamese consumers, the brand has gained significant trust among users One effective marketing tactic employed by Samsung is the introduction of diverse product series tailored to various market segments, simplifying the process for customers to find their ideal device.
❖ 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:
+ 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
The Samsung Galaxy S series, known for its memorable naming convention, represents Samsung's high-end smartphones With a stunning design, elegant curved screen, powerful specifications, and an exceptional camera, the Galaxy S showcases advanced smart technology The "S" in Galaxy S stands for "Super Smart," highlighting the device's superior capabilities.
❖ Product features of Samsung galaxy S phones:
The Samsung Galaxy S series represents a significant upgrade over previous models, instilling greater confidence in users regarding product quality By effectively leveraging advanced technology, it meets and exceeds customer needs, ensuring a superior user experience.
- 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 relevant information for clients is printed on the box, including the
Samsung logo, phone series name, and some product details (some distribution companies have attached Vietnamese stickers to serve the needs of customers)
❖ Samsung phone product support service:
- 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 allows Samsung to attract a broad audience, from students to affluent professionals, ensuring that there is a suitable device for everyone.
Samsung Galaxy S phones are positioned as high-end devices within the market, offering exceptional quality that justifies their price Customers can acquire a Samsung Galaxy S for under 20,000,000 VND, significantly less than the 40,000,000 VND price tag of an iPhone 12 with comparable specifications and quality.
Samsung has launched the Galaxy S21+ smartphone, showcasing an attractive design, powerful processor, and a variety of impressive features This new model comes at a higher price point compared to earlier series Similarly, Apple has introduced the iPhone 12 Pro, offering comparable capabilities at a similar price range.
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.
Samsung phones are favored by many customers due to their affordability, solidifying the brand's strong market position This competitive pricing ensures that Samsung remains a top choice for consumers, often preferred over other brands.
21 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 strategy facilitates an environment where customers can acquire products at optimal prices, leveraging consumer psychology When offered attractive pricing and appropriate incentives, customers are more likely to make a purchase.
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 launch three new experience stores in Ho Chi Minh City, Binh Duong, and Hai Phong These stores, featuring a comprehensive Galaxy ecosystem and an international standard warranty center, are designed to meet Samsung's global standards This initiative is part of Samsung's strategy to expand its product experience store network in 2019, aiming to deliver a complete, convenient, and premium customer experience in the Vietnamese market.
The Samsung Experience Store offers customers more than just a high-tech playground; it serves as a hub for discovering practical solutions and learning about the latest Samsung products, including the Note10, Galaxy S10/S10+, Galaxy A80, Galaxy Watch Active2, and Samsung Tab S5e Visitors can easily consult expert specialists for immediate assistance, including software support and efficient repair options, ensuring a seamless service experience.
Image 4.2: Currently, Samsung has up to 7 experience stores
Promotion strategy
Samsung's marketing strategy utilizes diverse promotional tactics, believing that advertising is a key method for engaging potential customers, similar to industry giants like Coca-Cola and Nike.
Samsung utilizes diverse advertising strategies to drive sales, including regular discounts, event sponsorships, and 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 exclusive release in the country This unique smartphone features a multi-colored silver body, a smart case adorned with the renowned Korean strategist's image and signature, a customized set of icons, a special user interface, and a powerful 10,000 mAh wireless charging backup battery.
Samsung has unveiled a limited edition of the Galaxy S10+ in a striking new prism silver color, inspired by Park Hang-seo This variant features a gradient design on the back, showcasing a dynamic color shift that transitions 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 emphasizes the importance of human-to-human marketing, where the preparedness of personnel plays a crucial role in the success or failure of a project This approach primarily focuses on leveraging data and insights to enhance presentation strategies.
Samsung's sales personnel carry product brochures to quickly and efficiently address customer inquiries Economic analysts emphasize the importance of Samsung engaging in effective sales operations, highlighting several fundamental requirements that must be fulfilled for success.
+ 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 comprehensible content, effectively showcasing Samsung's electrical products and drawing in potential customers.
Samsung provides product samples alongside its catalog to help customers accurately understand product models and sizes, reducing confusion during the purchasing process To enhance customer experience, the company also offers free gifts for low-cost models, which are distributed through post offices, overseas sales agents, branches, and mobile shops.
- 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 achievements of dealers and distributors, innovative marketing strategies, and the latest company news It also highlights contest results, staff incentives, and provides valuable information about Samsung products.
Samsung actively participates in major trade fairs and exhibitions globally, utilizing these events as platforms to showcase products, engage in buying and selling, finalize contracts, and foster relationships with distributors and agents.
The trade fair aims to showcase Samsung's organizational prowess and enhance its public image while launching new products and providing consumers with competitively priced offerings.
Samsung has consistently recognized community relations as a valuable opportunity to cultivate a positive image of its operations and products By engaging in press activities and other initiatives that do not involve paid advertising, Samsung effectively enhances its brand reputation and fosters goodwill within the community.
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 will be awarded to students at six Northern universities and colleges This announcement follows a recent scholarship ceremony honoring 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
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:
When selecting a 5M mission for advertising, it's essential to clarify the advertising goal and determine the financial investment required The message needs to be effectively communicated through appropriate media channels Additionally, identifying the optimal communication route is crucial for reaching the target audience Finally, establishing a method for measuring outcomes will ensure that the effectiveness of the advertising strategy can be accurately assessed.
- The AIDA concept is always at the heart of Samsung's advertising material : + A: attract attention
+ A: result in Action (leads to purchase)
RECOMMENDATION
Recommendation 1
In today's fast-paced 4.0 technology era, products can quickly become outdated, with the Samsung Galaxy S series being Samsung's latest offering However, this series faces fierce competition from rivals like Apple, Sony, and emerging Chinese brands such as Xiaomi and Oppo, which can easily disrupt the market.
Recommendation 2
minds when it comes to high-end phones
While often viewed as superior to its direct competitor, the iPhone, many still associate business phones primarily with the iPhone This perception is largely due to Apple's effective promotional strategies, which create a belief among consumers that owning an iPhone enhances their personal and professional value.
Samsung needs to do to be able to hold more target customers.
Recommendation 3
Currently, environmental issues are always of concern to everyone if
Samsung can develop a community-focused strategy that positively impacts society For instance, the phone cases for the Samsung Galaxy S21 are crafted from corporate plastic, which can be substituted with sustainable materials This approach conveys a strong message about waste reduction while offering consumers appealing products.
1 Thu Ngân (2018), Hành trình 10 năm Việt Nam ành ngôi nhà th thứ hai của Samsung: https://vnexpress.net/hanh-trinh-10-nam-viet-nam-thanh- ngoi-nha-thu-hai-cua-samsung-3739083.html
2 Thanh H ng (2020), ằ Công ty Samsung Vi t Nam: Hành trình tr ệ ở thành doanh nghi p t ệ ỷ đô: https://news.timviec.com.vn/cong- -ty samsung-viet-nam-67693.html
3 Song Ngoc (2021), Samsung ởViệt Nam: L i nhu n 4 tỷ USD, doanh ợ ậ thu tương đương 25% GDP cả nước: https://vietnambiz.vn/samsung-o- viet-nam-loi-nhuan-4- -usd-doanh-thu-tuong-duong-ty 25-gdp- -nuoc-ca 20210418211522004.htm
4 Cellphone (2020), Khám phá chuỗi hệthống c a hàng CellphoneS Hà ử 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 Quy n (2020),ề Samsung tại Vi t Nam: Doanh thu mệ ỗi năm 1,6 triệ ỉ đồu t ng, 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 ụ d ng smartphone: https://ictnews.vietnamnet.vn/san-pham-so/gan-45-nguoi- dan-viet-nam-dang- -dung-smartphone-40903.html#su
8 Website Samsung: https://www.samsung.com/vn/
9 Website Th ế ới di động: https://www.thegioididong.com/ gi
10 Giang Phan Ninh, Samsnug th ể thao và con đường trở thành thương hiệu c m xúc: https://zingnews.vn/samsung-the-thao-va-con-duong-tro-ả thanh-thuong-hieu-cam-xuc-post95979 a
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 Segment
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