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 $17 !illion" Mr. John Park,
#ana$in$ %irector of Samsun$ &' (a)istan (*t" +t," Smart TV is
the product of our choice"Smart Thin)in$, Simple +i*in$ -t has
latest features of Motion Control, Face Recognition an, Voice
Control Smart -nteractions The pro,ucer of the Samsun$ Smart T. is
the Samsung Company Assem!le, an, ,istri!ute, !y Orient Group of
Companies Pakistan. #ore #ultime,ia contents Marketing strategy and
Marketing MixMarketing Mix of the brand(ro,uct 'ustomer Solution
(rice'ustomer 'ost (lace'on*enience(romotion 'ommunicationMarketing
Enironment'ompany/s Micro Enironment inclu,es SuppliersDiferent
Departments of company 012, #ar)etin$, (ro,uction, Sales etc"3
Marketing intermediaries 0resellers of the
pro,ucts3Competitors'ompany/s Macro Enironment inclu,es
DemographyEconomic EnvironmentThe technological environment The
political environmentMa!or Competitors of the Se"ected ProductSony#
is a $oo, competitor ,ue to its !ran, loyalty an, its mar)et *alue
for its pro,ucts$%# +4 is now a ,ays ma)in$ e5orts an, tryin$ to
ha*e a competition in the mar)et"&oshiba# #o*in$ towar,s the
latest technolo$y in +&% T.sPanasonic# 'reatin$ new i,eas in
+&%Characteristics a'ecting consumer behaior Cu"ture# #o*in$
from T. #onitor screen +'% screen +&% T. Socia" aspect# 6amily
en*ironment, Social communications Persona" factors# +ifestyle,
Salaries, status Psycho"ogica"##oti*ation, (erception an, +earnin$
Buyer decision process (eed )ecognition# 7ee, of the ,e8ne, pro,uct
which is ha*in$ new technolo$y with latest features *nformation
Search# to search information for the pro,uct usin$ internet,
social me,ia, 7ewspapers, T. campai$ns, 'atalo$ues, &lectronic
mar)et" Ea"uating of A"ternaties# The !uyer 8n,s the alternati*e
!ran,s an, their o5erin$s relati*e to the selecte, cate$ory
Purchase +ecision# %eci,in$ the !ran, of choice, the !uyer ,eci,es
to !uy the chosen !ran, of Smart T." Post purchase behaior# Some
!ac)up ser*ices from the company, warranty claims of 1 year up to 7
years in case of Smart T."Market Segmentation and &ype of the
product category $C+ T.s +i9ui, is !ein$ use, in it, this
technolo$y ha*e !ecome ol,er" $E+ T.s %io,es are use, instea, of
+i9ui,, it is latest to +'%" P"asma T.s 4ases are use, in this
technolo$y an, it is the latest technolo$y&he type of your
product Type of our pro,uct is specia"ty 7ot e*eryone can a5or, it
so +atest technolo$y in +&% an, T. worl, Two or more !ran,s of
choices in this cate$oryProduct attributes ,ith other -arianceThere
are some *ariances o5ere, !y the company in the Smart T.s :e can
i,entify the Smart T. !y the ;Series< o5ere, !y the Samsun$
Series., Series/, Series0, Series1 an, Series 2 with some *ariances
in =uality, Style, (rocessin$, material etc" The latest one is
Serieswhich ha*e all the features in a perfect wayPrice decision
and Strategy (rices are ,i5erent for 2etailer an, for the &n,
'onsumer 'ustomers are !ecomin$ more price sensiti*e so they want a
good 3ua"ity product in low or in a reasona!le price Captie Product
Pricing strate$y with Smart T. is the main pro,uct Samsun$ US>
0for internet3 which is compulsory for the connecti*ity" 1ome
Theatre system isa part of soun, entertainment3% $lasses are also
use, for 3% #o*ies" The prices of these accessories are )ept
relati*ely hi$h than other !ran,sThe accessories an, main pro,uct
of the Same >ran," (ature of marketing channe"The company 8rst
manufactures the pro,uct, then they sell out to the authori4ed
dea"ers an, the %ealer sell out the pro,ucts to the end
consumersCha""enges the company faces in managing channe"
membersThere are some challen$es that company has to focus to
mana$e its own 'ar$o ser*ices ,eli*ery ser*ice to ma)e 9uic) an,
,eli*ery of the pro,uctsto see whether its channel mem!ers are
wor)in$ e?ciently or not"5actors by +esigning market Channe"Sa"e
&hrough 6 Sa"es to the end consumers7Sa"e 8ut 6Sa"es &o the
retai"er7Manufacturer 0company3 99 Authori4ed
+ea"ersManufacturer=== whole seller/ dealer == ConsumerPromotion
mix for the brand (romotion mi@ of our !ran,Apro,uct is ,e8ne !ye
the two processes A&$ an, B&$ A&$ 0a!o*e the line3B
promotional acti*ity ,one !y the company throu$h mass me,ia such as
ra,io, T., print me,ia, etc" B&$ 0!elow the line3B promotional
acti*ity use, !y the mar)eter to tar$et speci8c mar)et or
e@hi!ition in any store or #allSa"es promotionsThe company
a,*ertises its pro,ucts !y usin$ any type of me,ia which inclu,esB
newspaper, T. channels, 6lyers, -nternet etc" -n any outlet of
Samsun$, we see that a traine, sta5 is there which is promotin$ the
Samsun$ pro,ucts&@plainin$ the ran$e with its features an, its
prices ,isplaye, The company communicates to the customers to
create awareness of the pro,uct an, its speci8cations CampaignsT.
campai$ns an, all other campai$ns are use, !y the company to
promote its !ran, an, its pro,uct T. campai$ns are the maCor source
to promote a pro,uct, me,ia to play company/s a,s in prime time
print me,ia is also use, for promotion, companies $i*e Dyers an,
!rochures to up,ate the people Samsun$ also promotes the pro,ucts
on social me,ia campai$ns there many peoples in the worl, usin$
face ook! yahoo !t"itter etc# All these campai$ns can increase
company pro,ucts ,eman, an, company can achie*e *ery much
pro8tsA&$ and B&$ strategies A&$ strategy, the company
a,*ertises in #a$aEines an, 7ewspapers 0:era"d, &imes and
&ribune etc"3, T. a,*ertisements an, other mass me,ia" The
company has to pay for its a,*ertisements in AT+ strate$y" B&$
strategy, the company ta)es parts in e@hi!itions 0expo center3" -n
this strate$y, the company ,oes not ha*e to pay 0li)e in AT+3"
Sometimes, the company wor)s in &&$ 0throu$h the line3
strate$y for the a,*ertisements" -n TT+ strate$y, the company uses
the mi@ture of AT+ an, >T+" Samsun$ sometimes o5er small $ifts
on the purchase of pro,uct 0tFshirts, )ey rin$s an, cloc)3 on which
they ha*e printe, their >ran, +o$o"
