Samsung Promotional Activities

Name: Akinkunmioluwaseun

Topic: The impact of promotional activities used by companies

Lecturer: mr.Olajide Alder

Date issued: 13th October 2014

Date of submittion: 24th November 2014

Programme: ify business

CONTENT

1. introduction 2-4

2. Discussion 4-7

3. Findings 7

4. Conclusion 7

5. Recommendation 8

6. References 8

Samsung electronics was created in 1969 as a division of large already existing Korean brand Samsung group. It was created to get Samsung into the television and consumer electronics industry. The division 's first product was a small and simple black-and-white television that it began selling in the early 1970s. the Samsung electronics gradually started to diversify its activities by producing a range of consumer electronics and selling them domestically before exportation started The company also began branching out into color televisions, and later into a variety of consumer electronics and appliances. By the 1980s, Samsung was manufacturing, shipping, and selling a wide range of appliances and electronic products throughout the world.Samsung Electronics operates four main divisions including Digital Media, Semiconductors, Information & Communications, and Home Appliances.In 2000, Samsung Electronics held the leading market position in the code division multiple access (CDMA) Handset, DRAM, SRAM, and color monitor markets.

1.2 Definition of concepts

1.2.1 marketing

Marketing is the process of planning and undertaking the conception, pricing, promotion and distribution of goods and services to create and maintain relationships that will satisfy individual and organizational objectives. It also involves managing factors such as:

1. market

pricing

3. distribution

4. packaging

5. consumer service

6. advertising

1.2.2 Marketing objectives

These are the goals set for the marketing department to help the business achieve its overall objectives. An example is increasing market share. The business has to come up with an effective marketing strategy to achieve these objectives.

1.2.2 Market segmentation

This is the process of breaking down a market into sub-groups with similar characteristics. A business can then target group and develop products and services for each of them. A market can be segmented geographically, demographically, psychographically and through different behaviours.

1.2.3 Marketing mix

This refers to those elements of a firm’s marketing strategy which are designed to meet the needs of the consumers. In order to market its products effectively a business must consider its marketing mix. There are four parts to the marketing mix – product, place, promotion, price. These are often referred to as the four ‘ps’.

2. Discussion

The aspect of the marketing mix which will being focused on in the rest of this coursework is the various promotional activities of which Samsung will use to inform, persuade and entice consumers. Samsung adopts mostly above the line mode of promotion and this is done through independent advertising media. It allows Samsung to reach a wide range of people around the world. Samsung uses advertising media such