Samsung Galaxy S4 Marketing Plan
Samsung Galaxy S4 Marketing Plan
Abstract
This paper contains a full marketing plan for the Samsung Galaxy S4 model smart phone within the South African market. The paper describes the product and the current marketing situation including a SWOT analysis. It lists measureable objectives of this proposed marketing plan and provides decisions made and the reasons for the positioning strategy, product strategy, pricing strategy, distribution strategy and marketing communications strategy.
Samsung Galaxy S4 Marketing Plan
Samsung is a global company which has aggressively grown its cellular phone business over the past few years. Despite cellular products being one of Samsung’s newer global lines, in the past few years it has been by far the greatest contributor to Samsung’s global sales (Samsung.com). The Samsung Galaxy S Series of smart phones was introduced into the market in 2010 as their flagship smart phone product, running the Google provided Android operating system. The original Galaxy was replaced by the Galaxy SII and subsequently the Galaxy SIII, both of which were extremely successful worldwide. The market has become a lot more competitive since the introduction of the original Galaxy S and much is expected from the latest in the S Series in their latest product the Galaxy S4.
What is the product Samsung is offering?
Describing the Galaxy S4 per Kotler’s five product levels (Kotler, 2012), the benefit at its core is the ability to communicate through a multitude of means as well as perform computational type tasks while on the move. The basic product is a smartphone. The expected product has a large touch screen, has good battery life and has many social, entertainment and business applications.
At the forth level, being the augmented product the Galaxy S4 offers some additional new features which previous smart phones have not offered in the past. Such as the ability to program the phone as an infra red remote controller and control
Abstract
This paper contains a full marketing plan for the Samsung Galaxy S4 model smart phone within the South African market. The paper describes the product and the current marketing situation including a SWOT analysis. It lists measureable objectives of this proposed marketing plan and provides decisions made and the reasons for the positioning strategy, product strategy, pricing strategy, distribution strategy and marketing communications strategy.
Samsung Galaxy S4 Marketing Plan
Samsung is a global company which has aggressively grown its cellular phone business over the past few years. Despite cellular products being one of Samsung’s newer global lines, in the past few years it has been by far the greatest contributor to Samsung’s global sales (Samsung.com). The Samsung Galaxy S Series of smart phones was introduced into the market in 2010 as their flagship smart phone product, running the Google provided Android operating system. The original Galaxy was replaced by the Galaxy SII and subsequently the Galaxy SIII, both of which were extremely successful worldwide. The market has become a lot more competitive since the introduction of the original Galaxy S and much is expected from the latest in the S Series in their latest product the Galaxy S4.
What is the product Samsung is offering?
Describing the Galaxy S4 per Kotler’s five product levels (Kotler, 2012), the benefit at its core is the ability to communicate through a multitude of means as well as perform computational type tasks while on the move. The basic product is a smartphone. The expected product has a large touch screen, has good battery life and has many social, entertainment and business applications.
At the forth level, being the augmented product the Galaxy S4 offers some additional new features which previous smart phones have not offered in the past. Such as the ability to program the phone as an infra red remote controller and control
References: http://mg.co.za/article/2013-03-12-samsung-raises-the-stakes-even-higher-with-the-s4 Samsung Raises the stakes even high with the S IV http://mybroadband.co.za/news/smartphones/78775-blackberry-symbian-still-lead-sa-smartphone-market.html Blackberry, Symbian still lead SA smartphone market http://www.africanbusinessreview.co.za/marketing/samsung-target-africa-expansion Samsung Target Africa Expansion http://www.mobilemarketingwatch.com/nokia-stops-production-of-symbian-devices-28576/ Nokia stops production of Symbian Devices http://www.samsung.com/africa_en Kotler, Keller. (2012). A Framework for Marketing Management - 5th Edition. Prentice Hall. Wood, M.B. (2011). The Marketing Plan Handbook – 4th Edition. Prentice Hall.