About the Product and Brand

Samsung is a South Korean Multinational Electronics Company

They employ 236,000 people across 79 countries with
Annual sales of US $187 billion.
Mr. John Park, Managing Director of Samsung EC Pakistan Pvt. Ltd.

Smart TV is the product of our choice.

Smart
Thinking, Simple Living
It has latest features of Motion Control, Face Recognition and Voice Control
Smart Interactions

The producer of the Samsung Smart TV is the Samsung Company

Assembled and distributed by Orient Group of Companies Pakistan.
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Marketing strategy and

Marketing Mix
Marketing Mix of the brand
Product
Customer Solution
Price
Customer Cost
Place
Convenience
Promotion
Communication

Marketing Environment
Companys Micro Environment includes
Suppliers
Different Departments of company (HR, Marketing, Production,
Sales etc.)
Marketing intermediaries (resellers of the products)
Competitors
Companys Macro Environment includes
Demography
Economic Environment
The technological environment
The political environment

Major Competitors of the

Selected Product
Sony: is a good competitor due to its brand loyalty and
its market value for its products
LG: LG is now a days making efforts and trying to have
a competition in the market.
Toshiba: Moving towards the latest technology in LED
TVs
Panasonic: Creating new ideas in LED

Characteristics affecting
consumer behavior
Culture: Moving from TV Monitor screen LCD screen
LED TV
Social aspect: Family environment, Social communications
Personal factors: Lifestyle, Salaries, status
Psychological: Motivation, Perception and Learning

Buyer decision process

Need Recognition: Need of the defined product which is having new
technology with latest features
Information Search: to search information for the product using internet,
social media, Newspapers, TV campaigns, Catalogues, Electronic market.
Evaluating of Alternatives: The buyer finds the alternative brands and
their offerings relative to the selected category
Purchase Decision: Deciding the brand of choice, the buyer decides to
buy the chosen brand of Smart TV.
Post purchase behavior: Some backup services from the company,
warranty claims of 1 year up to 7 years in case of Smart TV.

Market Segmentation and Type of the product

category
LCD TVs Liquid is being used in it, this technology have become
older.
LED TVs Diodes are used instead of Liquid, it is latest to LCD.
Plasma TVs Gases are used in this technology and it is the latest
technology

The type of your product

Type of our product is specialty
Not everyone can afford it so
Latest technology in LED and TV world
Two or more brands of choices in this category

Product attributes with other

Variance
There are some variances offered by the
company in the Smart TVs
We can identify the Smart TV by the
Series offered by the Samsung
Series4, Series5, Series6, Series7 and
Series 8 with some variances in Quality,
Style, Processing, material etc.
The latest one is Series 8 which have all
the features in a perfect way

Price decision and Strategy

Prices are different for Retailer and for the End Consumer
Customers are becoming more price sensitive so they want
a good quality product in low or in a reasonable price
Captive Product Pricing strategy with Smart TV is the
main product
Samsung USB (for internet) which is compulsory for the
connectivity. Home Theatre system is a part of sound
entertainment
3D glasses are also used for 3D Movies.
The prices of these accessories are kept relatively high than
other brands
The accessories and main product of the Same Brand.

Nature of marketing channel

The company first manufactures the product, then they
sell out to the authorized dealers and the Dealer sell out
the products to the end consumers
Challenges the company faces in managing channel
members
There are some challenges that company has to focus
to manage its own Cargo services
delivery service to make quick and delivery of the products
to see whether its channel members are working efficiently

Factors by Designing market

Channel
Sale Through ( Sales to the end consumers)
Manufacturer === whole seller/ dealer == Consumer

Sale Out (Sales To the retailer)

Manufacturer (company) ==

Authorized Dealers

Promotion mix for the brand

Promotion mix of our brand/product is define bye the
two processes ATL and BTL
ATL (above the line): promotional activity done by the
company through mass media such as radio, TV, print
media, etc.
BTL (below the line): promotional activity used by the
marketer to target specific market or exhibition in any
store or Mall

Sales promotions
The company advertises its products by using any type
of media which includes: newspaper, TV channels,
Flyers, Internet etc.
In any outlet of Samsung, we see that a trained staff is
there which is promoting the Samsung products
Explaining the range with its features and its prices
displayed
The company communicates to the customers to create
awareness of the product and its specifications

Campaigns
TV campaigns and all other campaigns are used by the company
to promote its brand and its product
TV campaigns are the major source to promote a product,
media to play companys ads in prime time
print media is also used for promotion, companies give flyers
and brochures to update the people
Samsung also promotes the products on social media
campaigns there many peoples in the world using face book,
yahoo ,twitter etc.
All these campaigns can increase company products demand
and company can achieve very much profits

ATL and BTL strategies

ATL strategy, the company advertises in Magazines and Newspapers
(Herald, Times and Tribune etc.), TV advertisements and other mass
media. The company has to pay for its advertisements in ATL strategy.
BTL strategy, the company takes parts in exhibitions (expo center).
In this strategy, the company does not have to pay (like in ATL).
Sometimes, the company works in TTL (through the line) strategy for
the advertisements. In TTL strategy, the company uses the mixture of
ATL and BTL.
Samsung sometimes offer small gifts on the purchase of product (tshirts, key rings and clock) on which they have printed their Brand Logo.