Marketing Mix of Samsung

Marketing Mix of Samsung
305MM Customer Oriented Marketing of Services
SANGEETH S- MBAN1MG20029
ARUNA SINGH – MBAN1MG20047
ANANTH PAVAN – MBAN1MG20021
INTRODUCTION
This article presents the Marketing mix of Samsung. The marketing mix
comprises attributes of a marketing mix consisting of product, place, price,
promotion, process, people and physical evidence. The marketing experts are
using this tool. The marketing mix plays a significant role in deciding the
services and products offer. Samsung’s Marketing Mix analyzes brand and
product offerings too. These seven marketing mix components should be seen as
one unit and endorse each other. Otherwise, the marketing strategy of a product
would be confusing. Now we will discuss Samsung’s marketing mix.
PRODUCT IN THE MARKETING MIX OF
SAMSUNG
Product is one of the major components in the Marketing Mix of Samsung

Electronics products are developed and produced in 6 global design centers
(Seoul, Tokyo, Beijing, Delhi, London, San Francisco, Sao Paulo) and in 53
global manufacturing facilities. There are 34 R&D centers (Hwaseong, San
Jose, Bengaluru, Xian, Suzhou, Hangzhou, Hsinchu, Austin, Tel Aviv,
Cambridge, Aalborg) around the world engaged in the production of new
goods. As shown in the following table, Samsung products can be divided into
three divisions and each division includes more than one product category.
PRICE IN THE MARKETING MIX OF
SAMSUNG
The pricing strategy of Samsung can be defined as a combination of the following pricing
strategies depending on the product range, time of launch and the climate of the outside market.
• Price skimming: Samsung typically places expensive price tags on its most recent
smartphones and other items with advanced and revolutionary features. Samsung reduces
costs and increases its market share as quickly as rivals launch goods with the same features
and capabilities. “Galaxy S8 and S8 Plus smartphones, for instance, started to see discounts
of more than USD 150 within two months of their launch”.
• Competitive Pricing: Samsung is an industry leader for displays and smartphones. It does not,
however, hold the same role in all segments of the organization. For example, for home
appliances, Samsung can not possibly surpass LG. Cannon and Nikon are both the industry
leader in cameras. Samsung, therefore, applies aggressive pricing for its goods and cameras
for domestic appliances and claims a position of these markets.
• Pricing of the product line: In order to build specific quality levels in customers ‘minds,
Samsung uses commodity price lines to classify its goods into price groups.
PLACE IN THE MARKETING MIX OF
SAMSUNG
• Distribution and service dealers: This channel is related to corporate sales.
• Modern company-owned retail outlets: There are very attractive shops with
representatives of customer service and staff called Galaxy Consultants. In 2015, 158
Samsung direct management stores were operated by Galaxy Consultants in Korea.
The corporation plans to extend the Galaxy Consultants ‘system outside Korea.
• Distributors: Samsung has country distributors, territory distributors, and regional
distributors. Samsung can grant distributor rights for a specific product category or
all Samsung products depending on the area, size, and experience of the distributor.
• Online Sales: Customers can pick and order Samsung items through the company’s
official website.
PROMOTION IN THE MARKETING MIX OF
SAMSUNG
• Promotion is the main component of the marketing mix of Samsung.

Samsung uses many promotional forms. Through newspapers and
digital media, Samsung sells its goods. Samsung claims that
advertisement is the perfect way to reach its future customers.
Samsung uses often difficult tactics to sell the product to the
consumer.
PEOPLE IN THE MARKETING MIX OF
SAMSUNG
• People are one of the components in the Marketing Mix of Samsung.

Samsung Key People are Lee Kun-hee(Chairman) & Lee Jae-yong (Vice-
chairman). Samsung has 320671 employees. As employees are the key asset
of the company. Samsung has increased its revenue by US$ 208.5 Billion in
2018. Samsung subsidiaries are Samsung Electronics, Samsung Engineering,
Samsung C&T Corporation, Samsung Heavy Industries, Samsung SDS,
Samsung Life Insurance, Samsung Fire & Marine Insurance, and Cheil
Worldwide.
PROCESS
• The process is one of the components in the Marketing Mix of Samsung.

Samsung consists of approximately 80 businesses. It is highly diversified and
has operations in fields including manufacturing, consumer electronics,
financial services, shipbuilding, and medical services. Samsung is following
industries’ best practices and processes for the manufacturing of its products.
PHYSICAL EVIDENCE
• Physical Evidence is one of the components in the Marketing Mix of

Samsung. The company markets its products in different colored
packaging that can be readily found on store shelves. They are put on the
company’s special shelves, which have a different color and design. It allows
the placement of these shelves in active retail stores for customers.
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Marketing Mix of Samsung

305MM Customer Oriented Marketing of Services

Product is one of the major components in the Marketing Mix of Samsung

• Promotion is the main component of the marketing mix of Samsung.

• People are one of the components in the Marketing Mix of Samsung.

• The process is one of the components in the Marketing Mix of Samsung.

• Physical Evidence is one of the components in the Marketing Mix of

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