Group Assignment

Class: MC1706
Subject: MKT304
Teacher: Nguyễn Thu Hà
Group: 5
Members: Đặng Ngọc Hà
Trương Thái Bảo
Phùng Đức Dũng
Nguyễn Duy Minh Vũ
Nguyễn Thành Nam

Executive summary:

1. Brief introduction of the organization/company

2. Current situation analysis (Macro environmental factors, competitor analysis,
consumer behavior analysis)
3. Segmentation, targeting, and positioning (markets)
4. Campaign objectives
5. Big Idea
6. Content strategy
7. Media strategy Timeline and budget
8. Evaluation and control of IMC plan

1. Brief introduction about the organization/company.

Samsung Electronics Co., Ltd. Samsung Electronics Co. Ltd. is a Korean multinational
electronics company headquartered in Suwon City, Gyeonggi-do. This is the leading
subsidiary in the Samsung group's organizational structure and has become the largest
technology company in the world by revenue since 2009. Samsung Electronics currently
operates many representative offices. presence, product assembly plants and sales network
spread across 120 countries and territories globally with the number of official employees
sometimes reaching hundreds of thousands of people. The company's CEO in 2012 was Mr.
Kwon Oh-Hyun.

2. Analyze the current situation (macro environmental factors, competitor

analysis, consumer behavior.)

-Vision and mission

- Samsung's unique vision is to "lead in digital convergence".

- Samsung believes that with current technological innovations, they will be able to find the
necessary solutions to address future challenges.

Mission:
- Inspired by cutting-edge technological innovations, unique products and design ideas.
- Towards a future where human values and lives are the core of prosperity
social prosperity.

-Politics and law:

+) Samsung must meet environmental protection laws and regulations of the countries and
regions where it operates. Failure to comply with regulations and laws may result in fines
and reputational damage for Samsung.

+) Samsung currently operates in more than 80 countries, Samsung must continuously

interact with government and political agencies to ensure compliance with environmental
laws and regulations, and at the same time contribute to environmental protection and
sustainable development program.

+) Any country with an unstable political environment and unstable changes in the current
government structure is subject to business disruptions and losses.

-Sociocultural

+) Korean culture always focuses on domestic products, so Samsung is very popular

Korea loved it and became their pride when this group surpassed it
Japanese competitors to become one of the known brands
largest in the world in the field of electronic chips, mobile phones and screens
plane.
+) This is also a difference with Vietnamese culture, Vietnamese people do not have coins
tend to use domestic products, even when the product quality of some domestic products
Not inferior to foreign countries, the general psychology of Vietnamese people still likes to
use goods
more foreign. Especially in the electronics industry, there is no Vietnamese electronics
company yet
Good quality, meets market needs. So the path of development for
Vietnamese electronics companies are still very difficult, and Samsung has become a
merchant
familiar sign of Vietnamese people.

-Natural elements

- Korea has a number of resources that are favorable for the development of high-tech
industry, providing fuel and raw materials for Samsung products and equipment such as:
coal, tungsten, graphite, molybdenum, lead, and mercury. electricity.

-Technology

- With breakthrough technologies supported by artificial intelligence (AI) and Internet of

Things (IoT) technology, Samsung shows that human life has become significantly more
convenient, experiencing everyday living. day is also enhanced, eliminating complications,
along with the absolute peace of mind that comes from a high level of security

-Competitors

Samsung's competitors include Apple, Xiaomi, Vivo, Oppo, Huawei, Asus, Sony, LG,
Toshiba, Panasonic, Daikin, Electrolux, Sanyo.

- This is not a high pressure for Samsung because to be able to enter the industry, new
brands have to go through many different barriers. The easier it is to enter an industry, the
higher the competitive rate, in which the decisive cost barrier is important. This threatens
new businesses and the level of competition will become more fierce. Penetrating new
markets is very difficult because building a supply chain and distribution network is not
simple.

- Samsung focuses on innovation to differentiate its products from those of new entrants.
Invest in marketing to build strong brand recognition. This will help Samsung retain its
customers and avoid losing them to new entrants

-Customers/consumers

- Samsung is a multi-industry corporation, producing many different types of products

including smartphones, TVs, computer-related products and home appliances... Therefore,
the bargaining power of individual customers may be low, but the bargaining power of
business buyers and customers as a group is significant.
3. Segmentation, targeting and positioning

3.1 Segmentation:

Each phone line has its own customer group. In particular, the Galaxy S series targets
customers in the high-end segment. Suitable for groups of customers who like to take
photos, use their phones to work, contact customers, and people who want to watch
entertainment videos or sports videos. They need a phone with a powerful configuration and
fast charging. The device has built-in 25W fast charging, while the Ultra version supports
super fast charging up to 45W. Samsung Galaxy S has several models such as S7 Edge,
S8/S8+ and S10/S10+. The price of this product line ranges from 15 - 31 million VND.

Samsung S23 Ultra's target customer profile can be described as follows:

● Demographic:

Gender: Samsung's target customers include both Men and Women.

Geographic location: Samsung's target customers live in urban areas in 2 big cities (Ho
Chi Minh City and Hanoi).

Age: Samsung's target customers are concentrated in the Youth (18 - 24 years old) and
Mature (25 - 35 years old) groups, depending on the product category and brand.

Income: Samsung's target customers are concentrated in the Group A Class income group
(15 - 150 million VND).

Family Life Cycle: Samsung's target customers focus on Young singles; Young married
without children (Young married without children); Young married with children; Middle-aged
married with children; depending on product category and brand.

Education: Samsung's target customers are concentrated in the College education group;
University.

Attitude: Samsung's target customers are interested in technology and solutions to solve
life's problems quickly and save time.

Living behavior: Samsung's target customers often seek modern solutions to make life
easier.

Shopping behavior:

● Place: Samsung's target customers often buy products at home consumption

channels (Electronic supermarkets, mobile stores, etc.).
 ● Shopping Occasion: Samsung's target customers often buy products on Special
Occasions (Tet, Holidays, etc.) and in Seasons (usually Summer with air conditioner
products).
● Purchasing purpose: Samsung's target audience belongs to the Problem Solving
buyer group.
● Psychology: Samsung's target customers belong to the Careful, Thoughtful, Sensitive
personality group and the Focused, Competent, and Controlled personality group.

3.2 Targeting:

In this campaign, we selected the most potential target audience as follows:

● Gender: both Male and Female

● Age: 25 to 35 years old

● Location: 2 big cities Hanoi and Ho Chi Minh City

● Income: 30 - 45 million

● Old customers who have purchased Samsung products

● Attitude: Samsung's target customers are interested in technology and solutions to

solve life's problems quickly and save time.

● Living behavior: Samsung's target customers often seek modern solutions to make
life easier.

Insights:
● They want to take beautiful photos to share memories and experiences with friends,
and want to preserve memories and memories in the most beautiful and complete
way.
● They want to use/experience the newest products, have the best functions, and bring
a positive experience.
● They want to own high-quality, beautifully designed products from large, reputable
corporations in the market

3.3 Positioning:

Its marketing campaigns emphasize the advanced features of its products, reflecting its
commitment to innovation and quality.

Samsung is known for delivering high performance, quality, and affordability while
maintaining a focus on technological advancement and design excellence.
Samsung is positioned as an innovative and unique brand, providing premium designed
products to customers through the use of advanced technology. Furthermore, the prices that
Samsung offers for its products are very low compared to the prices of its competitors,
especially Apple. Additionally, Samsung's low-cost pricing strategy helps achieve a strong
competitive position in the industry. Along with that, Samsung is far ahead of its competitors
in terms of product portfolio and diversity.

Based on the above information, the variety and functions of the product and the price of the
Samsung S23 Ultra phone, we position this product as a high-quality product line with a
reasonable pric

4. Campaign objective

Goal: Increase sales revenue

● The business opens selling products from February 2023 on October 20. By the end
of 2023, sales will increase because the company wants to sell many machines to
make a lot of money to recover capital spent on research, development and
production. produce products.
● Introducing the features, technological breakthroughs, and design of new products
compared to old product lines to customers
● Increase brand recognition and promote Samsung S23 Ultra
5. Big idea: Organize a beauty photography contest using the S23 Ultra
camera.
- Rules: Online
- Scope of organization: Nationwide
- Number of participants: 100 people
- How to participate: Register using the form available on Samsung's official website
- Product used: Samsung S23 ultra
- Prize:

+ First prize: 1 Samsung S23 ultra + 30% voucher when buying any Samsung product

+ Second prize: 1 Samsung Galaxy Watch 6 Classic + 20% voucher when purchasing
any Samsung product

+ Third prize: 1 Samsung Galaxy Buds 2 headset + 10% voucher when purchasing any
Samsung product

+ Participation prize: Combo shirt with Samsung logo + 1 teddy bear

- Note: Each participant's transmitter has a GPS attached for location control

- Hashtag sent to the program: #SamsungS23Ultra, #Tonvinhphunuhiendai

- Poster analysis:
+ Main color tones: White and pink
+ Pink is often associated with the image of women, and is also a color that symbolizes
happiness and loveliness.
- In terms of images:
+ The poster has the appearance of flowers: mainly roses and peonies. These two
flowers represent beauty, romance, and charm. Some beliefs also believe that
peonies are a lucky charm and bring prosperity to the owner.
- Font: The font is mainly simple fonts interspersed with a bit of stylization, making the viewer
feel like there is a charm hidden under that seemingly simple appearance.
- The slogan: "Honoring modern women" targets the image of a mature woman but is no
less innovative to keep up with the trends of the times.

6. Content strategy

Product: Galaxy S23 is equipped with Snapdragon 8 Gen 2 chip exclusively for Galaxy
phones with a 4 nm process, and clock speed up to 3.36 GHz. The phone is also launched
with the latest One UI 5.1 interface.

It is known that One UI 5.1 version will bring many new features and improvements
compared to One UI 5.0. With One UI 5.1, Galaxy S23 users will be able to customize the
lock screen to their liking, such as changing the clock style, wallpaper, and deeper
notifications, while security is also enhanced.
 Regarding RAM and memory versions, this year's Galaxy S23 is still equipped with three
different memory levels, including 128 GB, 256 GB and 512 GB. All versions have the same
RAM level of 8 GB, a capacity that is not high but other flagship models are still enough to
handle daily tasks and moderate gaming.

Galaxy S23 has a 6.1-inch Dynamic AMOLED 2X screen, with a refresh rate of 120 Hz,
comes with a 3,900 mAh battery, supports 25 W fast charging and three rear cameras: 50
MP (main, supports OIS) + 12 MP (ultra-wide) + 10 MP (telephoto).
Banner: Introducing the entire product of the galaxy S23 about a happy woman’s day on
October 20

Timeline

Phase Trigger + Engage Amplify

Time W1 -W2 W3

Objective Awareness + Brand Brand + Loyalty

Key activity Create debate + Post posters of Lucky prizes for women at Samsung
Samsung's new monthly product distribution stores
activities

KOC’ HuyNL’

Gamification

Main Channel: Facebook, Instagram + Youtube + Tiktok

Supporting Sales promotion

tactics

KPI Reach 300,000 customers. Reached 300,000 gaming participants

Reach 1 million target customers, and converted 100,000 into regular
20,000 active discussions customers, reached 1.5 million target
customers, and 50,000 positive
discussions about the campaign

- Invite KOC 'Founder of Schannel HuyNL' who is called "Captain SamSung" with personal
tiktok account 66k Flower and Schannelvn account 2.3M Flower to promote this event.

Stage 1: Trigger + Engage

● KOC (Key Opinion Consumer) is a concept formed based on the basic activities of KOLs
and influencers. It is giving comments and feelings about a product to help guide
consumers' experiences and behavior. KOC can help increase the credibility of a
product or service and create the spread of information about products and services to
customers more quickly and effectively than other marketing methods.
● Using KOC is male

● KOC: 'Founder of Schannel HuyNL' who is called "Captain SamSung" person called
"Captain SamSung" with personal tiktok account 66k Flower and schannelvn account
2.3M Flower

● Reason: As a character honored as Captain SamSung, he always updates the latest

information about the company's events. And the person who is quite famous on tiktok
about electronic devices along with the members of his company currently.

Stage 2: CONTENT

In a nearly 1 minute long video, KOC will review SamSung's electronics and talk more
about the upcoming event on October 20, so he should give SamSung products to his
wife.

- Organizing lucky prizes for women who buy devices on October 20 have the
opportunity to receive technology items from Samsung Galaxy S23, Galaxy Watch,
Samsung Galaxy Buds, and vouchers to buy items for themselves. next purchase.

“Lucky hand” game for women on October 20

● Game name "Huge sale"
● Idea: Players will draw prizes after purchasing 1 item containing Samsung products.
The prizes will include Samsung technology items.

Rules:
- Players go to one of SamSung's product distribution stores or buy SamSung products
on e-commerce. After purchasing 1 item containing Samsung products, you will have a
chance to spin a lucky draw. have the opportunity to receive technology items from
Samsung Galaxy S23, Galaxy Watch, Samsung Galaxy Buds, and vouchers to buy
items for the next purchase.

Notification of results:
After drawing lots, everyone will be informed of the results.
If you win a large gift, it will be delivered within 1 week of drawing

Supporting tactics:
● Direct marketing: Using email marketing: From previous data sources, analyze to
select potential customers who may return during the event day October 13 - October
20. Notification via email with discount vouchers or discount codes for long-time loyal
customers.
● Use SMS marketing: Short, attractive messages, and instructions for participation on
the day of the event

● Facebook ads: Facebook, Instagram, website: has two social networking sites and a
separate website that regularly updates information and images about ads and
banners for the campaign.
 Run ads on Facebook and Instagram.

● Store chains that are affiliated with SamSung's products are promoting the popularity
of this event by distributing flyers, setting up standees... in front of the store to attract
customers passing by and not knowing what to buy as gifts. relatives on October 20.

● Use brand ambassador Thanh Hang to film advertisements for this event on
advertising channels such as TV, Facebook, mail to customers who have previously
purchased the product, tiktok advertising...

7. Media strategy Timeline and budget

Phase Trigger + Engage (1/10 - 17/10) Amplify (18/10 - 20/10)

Objective Create a discussion topic, increase the - Increase sale revenue

interest of young people, especially men, in - Build trust and develop brand
fashion

Key message Nowadays, there are many people pursuing SamSung has a variety of electronic
beauty. They are always looking for the most products and the latest product lines
suitable products to stand out and the new are of very good quality
Samsung device can support that.

Key hook Posters and video reels of KOL Lucky draw game during golden hour

Supporting tactic - Articles and posts on Samsung fanpage - Word of Mouth, Social media,
- Articles about rewards and participation E-voucher
methods of the program - Direct marketing
- Minigames
- Poster

KPI - Reach 200,000 customers. - Reach 10,000 program participants

- Reach 1 million target customers, 20,000 - Reach 1.5 million customers about
positive discussions new product lines, 50,000 positive
discussions about the campaign

Budget

Types of media Activate + Join In total Ratio Costs incurred

Advertisement Representative image: 250.000.000VNĐ 37,3% 25.000.000VNĐ
i 200.000.000 VNĐ
+TVC: 50.000.000VNĐ

Direct marketing E-commerce ads: 50.000.000VNĐ 7,46% 5.000.000VNĐ

50.000.000VNĐ

Sales promotion Voucher Discount: 120.000.000VNĐ 17,9% 12.000.000VNĐ

80.000.000VNĐ
+ Coupon=
40.000.000VNĐ

Public Relations VTV: 200.000.000VNĐ 230.000.000VNĐ 34,34% 23.000.000VNĐ

+Fanpage Samsung:
30.000.000VNĐ

Minigame and Rotation luck: 20.000.000VNĐ 3% 2.000.000VNĐ

accompanying 20.000.000
gifts

670.000.000VNĐ 100% 67.000.000VNĐ

Total

8. Evaluation and control of IMC plan

Result evaluation model:
Evaluate customer growth, measure new customers with a goal of 500,000 new users for
Samsung through the program. Collect feedback, impressions and interactions with
customers to increase goodwill for subsequent events. Evaluate brand recognition, through
interaction with customers, Evaluate profits earned, total revenue to compare with the cost of
nearly 700 million VND spent previously, consider possible fees arising on the date of sale.

Expected results and reports:

It is predicted that the program will target male customers from 25 to 35 years old. All
activities before, during and after the event will take place as planned and can reap valuable
benefits. It is predicted that the event will target middle-aged customers with stable income.

Conclude
The event has the potential to bring significant benefits and success to Samsung. With its
ability to arouse excitement, exceed expectations, attract attention and interaction from the
community and customers, the event has the potential to bring significant benefits and
success to Samsung. This event occupies an important place in the brand's annual
schedule, raising consumer awareness. Through sales achievements and the facilitation of
increased communication, especially with women serving diverse and reasonable customer
choices, the Program creates the premise for both pride and and development.

REFERENCE

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