Samsung Marketing Mix and 4Ps (Updated 2023)

The Marketing mix of Samsung analyses the 4Ps of Samsung, including the Product, Price, Place, and Promotions. The Samsung marketing mix has been at the forefront in making the high-quality smartphone brand worthy of gaining the attention of global audiences, capturing a good chunk of market share in mobile phones, and becoming a profitable tech company in the world.

Samsung’s marketing mix elements like exemplary marketing strategies, a wide range of product categories and innovative products, pricing strategies and two pricing schemes, and distinct sales promotion and digital marketing campaigns are viable reasons why Samsung’s brand, which started as a single distribution business and a trading company has now become a global electronics powerhouse in the electronic industry.

An Introduction to Samsung

#Samsung

• Origin Country: South Korea
• Founder: Lee Byung-chul
• Founded: 1969
• Headquarters: Samsung Digital City, South Korea
• Annual Revenue in 2023: 241.60 billion USD
• Brand Value in 2023: 107.284 billion USD
• Market Cap in 2023: 305.10 billion USD
• Company Website: www.samsung.com

The South Korean conglomerate Samsung started its journey as a trading company and diversified into several industries with time. In the 1960s, the Samsung brand stepped into the consumer electronics industry; that was the turning point for the conglomerate as it became the market leader with a considerable market share in the global consumer electronics industry.

The simple trading company has become a household name in several product categories and transformed into the Samsung Electronics Industry.

Samsung Group is the largest business company in South Korea and the 8th largest company in the world based on brand value. Samsung Electronics is the world’s largest IT company, chipmaker, and consumer electronics manufacturer. Samsung C&T Corporation is the 36th largest construction company in the world, Samsung Heavy Industries is the 2nd largest shipbuilder, and Samsung Engineering is the 13th largest construction company in the world.

Samsung Product Strategy

Samsung’s new smartphone’s bold marketing mix and marketing strategy focus on creating innovative products in several product categories so that Samsung-branded products will make a difference and gain a competitive advantage among the target audience.

Samsung Electronics Industry Co Ltd is the top company in the conglomerate. Initially, the company partnered with Sanyo Lab to produce inexpensive cooking appliances, microwave ovens, mobile devices, and TVs. This did not get them due recognition, and the company decided to switch from a low-tier manufacturing brand to a consumer electronics company with superior and high-quality products.

From that point onwards, Samsung’s marketing strategy changed so that the brand could become a global sensation in the consumer industry based on high-end technologies.

The new Product Mix of Samsung in 2023 is as follows (Source).

1. Smartphones and Tablets: Samsung continues to lead in the smartphone and tablet market, offering high-end models like the Galaxy S series and Note series alongside more affordable A and J series models.
2. Televisions and Home Entertainment: The company is a significant player in the TV market, with its QLED and 8K TVs and home entertainment systems.
3. Home Appliances: Samsung’s range includes smart refrigerators, washing machines, air conditioners, and other household appliances.
4. Wearable Technology: Samsung offers smartwatches and fitness bands, like the Galaxy Watch series, integrating health monitoring and mobile connectivity.
5. Memory and Storage Solutions: The company is a leading provider of memory chips and SSDs for various applications.

Samsung Place Strategy

Samsung is one of the leading brands in the world, with 80 renowned companies in its portfolio. The conglomerate has its feet firmly in several industries, and this has been possible because of Samsung’s marketing mix, its merger and acquisitions policy, and its marketing strategy.

Products in Samsung’s marketing mix are distributed through a single distribution company in a specific territory where only service dealers are responsible for corporate sales.

Samsung’s place strategy can be summarized as follows:

1. Global Retail Presence: Samsung has a solid global retail presence, with stores and authorized dealers in numerous countries, making its products widely accessible.
2. Online Sales Platforms: The company leverages online sales through its website and major e-commerce platforms, catering to the growing trend of digital shopping.
3. Strategic Partnerships with Carriers and Retailers: Samsung collaborates with mobile carriers and electronic retailers worldwide, enhancing its market penetration.
4. Experience Centers and Showrooms: Samsung invests in experience centers and showrooms, providing customers hands-on experience and showcasing their technology.
5. Supply Chain Efficiency: The company maintains an efficient supply chain, ensuring timely product availability across different markets.

Samsung Pricing Strategy

Samsung Electronics Industry Co Ltd is the highest earner of the Samsung Group, accounting for a significant chunk of the revenues. Samsung’s marketing strategy focuses on price schemes and pricing strategies of the trustworthy brand to maintain its position in the electronics industry.

Pricing strategies are crucial marketing components and directly impact sales and profits from various marketing campaigns.

The competitive pricing and distribution strategies used in the marketing mix Samsung relies on its retailers and dealers that sell the products to end customers. The company offers lucrative deals to its distributing agents, so they are obliged to promote Samsung products in the consumer market.

Samsung’s pricing strategy is multifaceted and dynamic, reflecting its position in the global market. Here’s an overview:

1. Premium Pricing for Flagship Products: Samsung sets higher prices for its flagship products, like the latest Galaxy S and Note series, capitalizing on their advanced features and brand prestige.
2. Competitive Pricing for Mid-Range Products: The company strategically prices its mid-range models to compete effectively in a highly competitive segment.
3. Market-Based Pricing: Samsung adapts pricing based on market conditions and consumer purchasing power, ensuring global market penetration.
4. Promotional Pricing Tactics: The company often employs promotional pricing, including discounts and bundle offers, to boost sales and market presence.
5. Innovation-Led Pricing: The pricing reflects Samsung’s continuous investment in R&D and innovation, charging a premium for new, cutting-edge technology.

Samsung Promotion Strategy

Samsung’s promotion strategy is the key component of Samsung’s marketing mix as it increases brand visibility in the target market segments, lures in new customers, and helps maintain the existing customer base. The various tools used for Samsung promotion are as follows-

Advertising

Samsung uses traditional and online ads and social media platforms to market its products to every part of the world. Ads and commercials are advertised through newspapers, radio, television, posters, billboards, hoardings, magazines, etc. It has also used audio-visual ads through online advertising marketing campaigns to promote its brand products.

Sales Promotions in the Marketing Mix of Samsung

Sales promotions in Samsung’s marketing mix include incentives, discounts, offers, and promotional activities to engage successfully with the end customers.

Brand Ambassadors

Samsung has used the star power of its brand ambassadors and celebrities like Olivia Ong, Desmond Tan, Priyanka Chopra, Abhinav Bindra, and Aamir Khan to gain better visibility in the consumer market. These celebrities are often part of the company’s digital marketing as they also do social media marketing, which can be seen in commercials for specific products.

Some Recent Video ads and Print ads for Samsung are:

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