MARKETING MANAGEMENT 2

FINAL MARKETING PLAN

• Class: 17G1BM02
• Lecturer: Lê Hồng Đắc
• Group Member:
1. Nguyễn Lê Thiên Ngân - 179011040
2. Huỳnh Anh Thư - 179011042
3. Bùi Khắc Hoà - 179011049

Ho Chi Minh, April 20, 2019

COMPANY NAME: SAMSUNG VINA ELECTRONICS CO., LTD.

PRODUCT: SAMSUNG GALAXY S10E | S10 | S10+

• Objective of this marketing plan

Providing to the board of directors and all the shareholders of the Samsung Vina Electronics Co.,
Ltd to have an overview of what the marketing department is going to do for promoting the S10
series smartphone as well as the financial data of this project for 1 year until we launching the next
generation of the Samsung S model.
 TABLE OF CONTENT
I. Company Introduction..................................................................................................................1
1.1. History.......................................................................................................................................1
1.2. Vision........................................................................................................................................1
1.3. Vision........................................................................................................................................1
II. Executive Summary..................................................................................................................2
III. Market Analysis........................................................................................................................2
3.1. Market Size................................................................................................................................2
3.2. Market Growth..........................................................................................................................3
3.3. Market Demand.........................................................................................................................4
3.4. Market Needs............................................................................................................................4
3.5. Market Trend.............................................................................................................................4
3.6. Market Share.............................................................................................................................5
IV. SWOT ANALYSIS...................................................................................................................5
4.1. Strength.....................................................................................................................................5
4.2. Weakness...................................................................................................................................6
4.3. Opportunities.............................................................................................................................6
4.4. Threats.......................................................................................................................................6
V. COMPETITION........................................................................................................................6
VI. PRODUCT OFFERINGS..........................................................................................................8
6.1. Design........................................................................................................................................8
6.2. Camera.......................................................................................................................................8
6.3. Performance...............................................................................................................................8
6.4. Intelligent...................................................................................................................................8
VII. DISTRIBUTION CHANNEL...................................................................................................8
VIII. MARKETING STRATEGY.................................................................................................9
8.1. Objectives..................................................................................................................................9
8.2. Target Segmentation................................................................................................................10
8.3. Positioning...............................................................................................................................11
8.4. Marketing Mix.........................................................................................................................14
IX. Financial Report......................................................................................................................18
9.1. Sale Forecast............................................................................................................................18
9.2. Marketing Budget....................................................................................................................21
X. CONCLUSION.......................................................................................................................24
REFERENCE.....................................................................................................................................25
I. Company Introduction
1.1. History

Samsung Electronics was founded in 1969 and quickly become a major manufacturer in the Korean
market.

1972: began production of black-and-white televisions for the domestic market.

1974, began washing machine and refrigerator production.

1999, Launched the world’s 1st MP3 phone. Developed a wireless Internet phone

2001, began mass production of 512Mb flash memory devices.

2010: launched the Galaxy Smartphone series with the Android OS. Began mass producing 64-
gigabit 3-bit NAND flash memory. Become the #1 global electronics company in sales

2018: launched ‘Galaxy S9/S9+’ and ‘Galaxy Note9’

Early 2019: launched ‘Galaxy S10/S10+’.

1.2. Vision

Vision 2020: "Inspire the World, Create the Future".

The Vision 2020 is at the core of our commitment to create a better world full of richer digital
experiences, through innovative technology and products.

The goal of the vision is to become a beloved brand, an innovative company, and an admired
company. For this, we dedicate our efforts to creativity and innovation, shared value with our
partners, and our great people.

We have delivered world best products and services through passion for innovation and optimal
operation.

We look forward to exploring new business areas such as healthcare and automotive electronics,
and continue our journey through history of innovation.
Samsung Electronics will welcome new challenges and opportunities with joy.

1.3. Vision

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II.Executive Summary
Samsung is going to start a campaign to introduce totally new product that can comprehend mistake
which struggle in s9 series. The company now presents galaxy S10, S10+ have been nominated to
compare with flagship production come from other companies such as Iphone XSmax, Goggle Pixel
3XL, Huawei P30, P30 pro and Xiaomi Mi9, Mi9 TE.

III. Market Analysis

3.1. Market Size

Smartphone Tablet Wearable Accessories TV&AV Audiovisua Appliances Semicondu

Device l ctor
equipment

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 Galaxy S Galaxy tab Gear VR Wireless QLED TV Blu-ray Fridge Mobile
A 2017 Charging UHD 4K Processors
Dock

Galaxy Note Galaxy tab Galaxy Phone Premium Sound + Washing Z-SSD
S Watch Holster 4K UHD Sound machine
TV Speaker
(With
Integrated
Bass
Speaker)

Galaxy A Galaxy Gear 360 Tablet 4K UHD Sound bar Air Mobile
Book Accessories TV (With Bass conditional image
Speaker) sensor

Galaxy M Galaxy tab Gear Fit2 Galaxy Full HD TV Wireless Vacuum RDIMM
E Pro Buds Speaker cleaner

Galaxy J Gear S3 HDMI microwave eUFS

classic converter
cable

Gear S3 Earphone
frontier

Bluetooth
Gear IconX

3.2. Market Growth

For 2018, the number of smartphone users in Vietnam is 32.43 million people. Vietnam's
population is about 95 million people in 2019, we estimate to reach 35.76 million of smartphone
users. This would mean that around 37,64 percent of the population would use the smartphone in
this time, with this share predicted to rise 5.48 percent by 2019.

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 Smartphone growth rate as share of the population in Vietnam from 2017 to 2023.

3.3. Market Demand

Consumers remain willing to pay more for premium offerings in numerous markets and they now
expect their device to outlast and outperform previous generations of that device. They also want
phones with great displays, fast connectivity, all-day battery life, and a few extra luxuries thrown in,
now.

3.4. Market Needs

The Vietnamese smartphone market is going to the saturation period. in recent years, Sharp, LG,
HTC and Sony has been eliminated out of VN SP marketplace due to the fact that they were left
behind. The Growth of SP has never been delayed, user's demand increased day by day and to fulfill
the mission, only those strongest brands who keep up with the changes made by this new generation
such as Samsung, Apple, Huawei, Xiaomi, Oppo and Vivo could withdraw. However, the market
tournament has gone down to the pricing round, whoever brings the most benefit with less cost can
raise their portion sharply, hence, brands come from CN: Xiaomi and Huawei, especially Xiaomi
seem to sole this one well enough to speed up its growth rate up to 5% a year in comparing with SS
and Apple.

3.5. Market Trend

Chinese smartphone brands have expanded in their market share in Vietnam smartphone which
leads to the famous trend of using smartphone at medium price segment; therefore, Samsung has to

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encounter this situation by release new genre of smartphone with lower price version in order to
meet the requirement from the market.

3.6. Market Share

IV. SWOT ANALYSIS

4.1. Strength
- Latest feature, the “ultrasonic in-display fingerprint sensor”, on S10 and S10+.
- Galaxy S10: Triple camera with a 12MP regular lens, a 12MP optically zoomed telephoto lens,
and a new 16MP ultra-wide lens.
- All of the cameras allow users to capture wide-shot angel photos, and images in low light
conditions thanks to the new updates.
- Galaxy S10 5G gets an official release date but it has not been introduced in Vietnam yet.
- Memory:
+ Galaxy S10: 8GB RAM with 512GB internal storage.
+ Galaxy S10+: 12GB RAM with 1TB internal storage.
- DeX station: feature that lets you plug a screen, keyboard and mouse into the phone and use it as
an Android desktop, which allow users to turn the phone into a mini laptop.
- Having the advantages from 2 factories producing chips in Vietnam.

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- Sharing battery.

4.2. Weakness
- Quick charge still remains 18W compare to Xiaomi 24W and OPPO VOOC 40W.
- Samsung face ID still uncompetitive to Iphone XSmax and Xiaomi (3D face ID).
- The original made Samsung core the Exynoss 9820 is a little bit underrated compare to Apple
A12 and Qualcomm snapdragon 855 in overall using.

4.3. Opportunities
- Sales rate tend to increase by 150% compare with S9/S9+ last year.
- Becoming a positive premise for producing upcoming Note10 ‘flagship’ that can compete to all
other ‘flagships’ from competitors with 5G satellite connection technology.

4.4. Threats
- Xiaomi and Huawei are going to release their 2019 ‘flagship’ which utilize both 5G and
Snapdragon 855 with the lower price. People in China, whom represent for half of the market
share will have their attraction into the production.
- Main competitor Apple still cover their products, left unknown prediction for 2019 trending.

V. COMPETITION

Competition framework of Apple and Samsung

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 Competition framework of Xiaomi and Samsung

Samsung Xiaomi Apple

Establish April 27, 2009 April 6, 2010 July 29, 2007
Country 21 24 25
retailer
Brands

Employees 489,000 15,000 132,000

Customers Mostly business man, Youngsters, low budget Multidiversre
middle age, income level but want to have latest background, fancy
B features attraction, income
level A
Headquarter Seoul, Korea Beijing, China California, USA

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VI. PRODUCT OFFERINGS
The result of 10 years of pioneering mobile first, the Samsung introduces the next generation of
mobile innovation – Galaxy S10 – the next generation Galaxy has arrived.

6.1. Design

- S10 goes beyond the bezel, to introduce the Cinematic Infinity Display for the first truly
uninterrupted smartphone viewing experience. Made possible only by our unique laser-cutting
process.
- S10’s Dynamic AMOLED screen produces the only HDR10+ viewing experience on a
smartphone, all white drastically reducing 29% harmful blue-light to make even the brightest of
scenes easier on your eyes.
- We’ve revolutionized screen technology to deliver the first ultrasonic fingerprint sensor fused
right into our ground-breaking display.

6.2. Camera

- S10 redesigns the mobile camera with 5 pro-grade cameras that let you shoot like a pro.
- Powered by our revolutionary Neural Processing Unit, 3 rear Pro-grade cameras mean you can
shoot with not just telephoto and wide lenses, but an epic ultra-wide.
- S10 enables you to record professional-grade HDR10+ video, resulting in even greater colors or
contrast frame-by-frame, while Super Steady lets you shoot hi-motion video without the motion
sickness.

6.3. Performance

- CPU is faster up to 29%, even the heaviest of apps open in an instant.

- S10’s battery lasts all-day, thanks to ground-breaking Intelligent Battery Management, S10
automatically manages your battery power.
- Revolutionary Wireless PoweShare, to share power with phones and wearables even when on the
go, all without a charger.

6.4. Intelligent

- Bixby Routines, the next generation adapts to you, learning your habits to automatically perform
common tasks.
- Bixby Voice Unlock, a smarter Bixby now recognizes you, so, you can unlock with just a voice.

VII. DISTRIBUTION CHANNEL

Include of 37 enterprises supplying electronic components, accessories for Samsung's
manufacturing plants. We have 12 domestic suppliers and 25 overseas suppliers.

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We currently have two manufacturing plants in Vietnam, one is a mobile phone factory in Yen
Phong-Bac Ninh industrial area (SEV company), and the other is a factory in Thu Duc - Ho Chi
Minh City (Samsung Vina company).

After completing the production, we transport products to the warehouse to prepare for distribution
through over the country. Samsung has two main types of distribution that are direct and indirect.

First, with direct distribution, it has another name non-level channel which accounts for 5% of
Samsung’s total sales. Samsung Galaxy S10 series is sold directly from SES stores to the
customers. Currently, Samsung has a total of 7 SES across Vietnam. Customers will be experienced
using the latest model at the store. Moreover, SS also have their own website, customers can order
directly on this website without through any distributors.

Second, with indirect distribution, we have two types: the 1-level channel which accounts for 50%
of Samsung total sales, we will send directly for retailer without through wholesalers (such as The
Gioi Di Dong, Vien Thong A, FPT shop, Dien May Xanh, etc).

Thanks to these retail stores, products are easy to reach to customers that bring high business
performance for the company. The other one is the 2-level channel which accounts for 45% of
Samsung total sales, we distribute throughout wholesalers such as Phu Thai Gr, Viettel, Petrosetco
Distribution. With the distribution through the main distributors, we save some costs such as rental
costs, water & electricity expenses. On the other hand, through this type, we can control our
distribution system more easily that creates a sustainable competitive advantage.

Samsung distribution channel diagram.

I. MARKETING STRATEGY
8.1. Objectives
We have set aggressive but achievable objectives from QI/2019 to QIV/2020 of Samsung Galaxy
S10 series.
- Sell 1.2 million units in the QI/2019 and 4.4 million units in the QIV/2020.

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- Launch next model in series S10+ with using 5G.
- Achieve 30% market share in the end of 2019.

8.2. Target Segmentation

Positioning of a brand starts with deciding on the customer segment that you want to target and
what core proposition you want to promote to them so that you get the maximum output from it.

Segmentations is about segregating the target customer’s basis on the Age, Gender, Income,
Lifestyle, Behavioral and Psychographic Segmentation.

8.2.1. Geographic

Dividing your customer personas or groups basis the geographical areas they reside in (rural and
Urban) and then deciding on which segment area you want to target. Samsung targets both the rural
as well as urban population.

Samsung launched its “Samsung Guru” for customers of rural areas as well as “Galaxy series” for
urban areas. Samsung has a deep product mix and has products which cater to different customer
segments and classes.

8.2.2. Demographic

Demographic segmentation is basically segmenting customer groups basis the age and their earning
potential.

For Samsung, the demographic segmentation lies between 20-55 age group and people have income
above fifteen million VND.

8.2.3. Psychographic

Psychographic segmentation is dividing your market based upon consumer personality traits, values
and lifestyles.

Psychographic segmentation is one of the most important segmentation in positioning a brand. It

will allow you to better develop and market your products because there will be a more precise
match between the product and each segment’s needs and wants.

Samsung too has products for people who make their choice based on their lifestyle. Samsung
Galaxy series in one such series with innovative features and stylish design developed especially for
high-end customers who like to flaunt and make a style statement with their smartphones.

8.2.4. Demand

The demand segment shows customers' need whose want to buy our products based on the features
and quality of products and utilities that the product offers.

For Samsung, they aim to people who refer to use luxury goods, technology enthusiasts who want
to experience the superior features that Samsung has provided in this latest series. In addition, S10
is also aimed at customers who want a phone that can work as a small computer that can be portable
just need to connect a keyboard and a wireless mouse.

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 Type of segmentation Segmentation criteria Samsung target customer segment

Samsung IT & Mobile

Communications
Geographic Region Viet Nam
Density Urban/rural
Demographic Age 20-55
Gender Males & Females
Occupation Business, employees, professionals,
officers
Income > 15 million VND
Psychographic Social class Middle class
Upper class
Lifestyle Dynamic
Succeeder
Explorer
Out going
Personality Determined
Ambitious
Trendy
Demand Experience new features
Using a luxury product
Use as a computer
Samsung Target Customer Segmentation.

8.3. Positioning

The concept to position the brand based on how much product cost and how many people using that
product on the market. Therefore, we use 2 elements: price and trendy of the latest product between
Samsung and direct competitors such as Apple, Huawei, Nokia, Pixel, Xiaomi.

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 The latest smartphone perceptual map in Vietnam.

Thanks to the relentless development, Samsung has achieved remarkable achievements in 2018,
including the top 5 most innovative companies and top 5 global brands.

The most innovative companies in 2018.

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 The best global brands 2018 rankings.

POPs & PODs between Samsung Galaxy S10+ and iPhone XS Max.

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 POPs & PODs between Samsung Galaxy S10+ and Samsung Galaxy S9+.

8.4. Marketing Mix

8.4.1. Product
- Which values will the S10 series bring to the consumers?
The S10 series promise to bring all the latest technologies of an exclusive smartphone to our
consumers:

+ Design: The S10 series represent the elegance and sophistication of an exclusive smartphone,
which make it stands apart from the previous Galaxy S models as well as other current
smartphones in the market. The S10 models have larger screen sizes with the latest display
technology Infiniti-O.

+ Features: The S10 smartphone is equipped with the most modern technological features in the
smartphone industry. That is the ultrasonic fingerprint sensor technology integrating into the
front screen, instead of the users have to scan the fingerprint on the backside near the camera
group in the S9 generation.

+ Camera: S10 series promise to bring users the most realistic and quality photos with a triple-
camera system including lens / wide lens / ultra-wide lens.

+ Performance: The S10 series is Samsung's most powerful phone at the current time with the
most powerful processors, memory up to 1 TB and battery capacity up to 4,100 mAh.

The S10 phones have been designed to make our consumers:

+ Become an extraordinary, fashionable and dynamic person.
+ Their life become easier and funnier, from study, work to entertainment.

- What do we care about our consumer after they purchase the S10 smartphones?
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Gain credit from our consumers is always our important goal, therefore we provide to our
consumers:
+ 1-year insurance package.
+ 2-year guarantee.

8.4.2. Price
- How much are the prices of S10 series?
The following table shows the listed prices of the S10 series in the retailer stores:

S10e S10 S10+

128 GB 15,990,000 VNĐ 20,990,000 VNĐ 22,990,000 VNĐ

512 GB NONE NONE 28,990,000 VNĐ
1 TB NONE NONE 33,990,000 VNĐ

+ The prices above are listed in all Samsung showrooms. The retailers should not set the
product’s price higher than the listed price. This prices are based on COGS, the value of the
products, and the price of competitors’ products.

+ In order to encourage retailers, import large amount of the Samsung latest smartphone series,
we will set a profitable wholesale price for all retailers. Especially, Samsung will increase the
discount for any retailer that finish payment quickly and use bank transfer service for their
payment. For example: a discount for 1 retailer in Ho Chi Minh City would be increased from
6.5% to 8.5% if the payment of orders valued from VND 2 billion and paid immediately.
Discounts are also increased to 8.8% if paid by bank transfer.
- How do we manage the price in our retailer’s system?
+ Samsung has always stated clearly the terms and regulations on how retailers should set their
price in the contract.

+ If the retailer was selling for less than the minimum price required by Samsung or was selling to
customers in other regions, causing unfair competition and conflicts in the retailer system.
Samsung would use sanctions ranging from mild such as réprimande to tough such as ending a
cooperation contract between Samsung and the retailer.

8.4.3. Place
- Channel 1: Samsung Mobile Showroom -> Consumer
+ In this channel, Samsung will sell the series S10 directly to the consumers through its showroom
system or SES (Samsung Experience Store).

+ Currently, Samsung has total 7 SES in Vietnam including 4 showrooms in Ho Chi Minh city, and
the other three stores in Ha Noi, Hai Phong and Kien Giang.

- Channel 2: Samsung -> Retailer -> Consumer

+ In this channel, Samsung will distribute its phone to the retailers across Vietnam, the phones then
moving from the retailers to the consumers.

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+ Retailers are usually mobile supermarkets or electronics centers. To reach all the consumers
nationwide, Samsung has established relations with a lot of retailers throughout Vietnam. Here
are some of the official Samsung retailers:
• Thegioididong.
• FPT Shop.
• VienthongA.
• Lazada.
• Adayroi.
• Viettel Store.
• Nguyen Kim.
• CellphoneS.
• Hoanghamobile.
• Hnammobile.
• Mainguyen Luxury Mobile.

+ This channel accounts for about 50% of Samsung mobile phone total sales.

- Channel 3: Samsung - wholesaler - retailer - consumer

+ The path of the Samsung Galaxy smartphones will begin from Samsung warehouse to the
wholesaler, then moving to the retailer and finally reach the end consumer.

+ List of some Samsung wholesaler for smartphone product:

• Phu Thai Group.

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 • Petrosetco Distribution (PSD became Samsung official wholesaler in 8/2012). Petrosetco own a

huge distribution system with over 1700 agents và 11 branches.

Samsung Distribution Channels

- How do we set the relations with our retailers?

+ When Samsung establishes relation with new retailer, both two sides must agree with all the
policies that have been written in the contract:

+ These are the responsibilities of the retailer for the Samsung product:
• Minimum sales are 50 phones per month.
• Strictly abide by Vietnamese law provisions on goods management and circulation.
• Inform Samsung of price information, market penetration of new products from Samsung’s
competitors offered.
• Preserving the phone in accordance with the conditions and technical standards specified in the
time when the agent has not paid for Samsung.
• The retailer has to pay a deposit to Samsung as a guarantee of the retailer’s debt. The lowest
debt limit for the retailer is equal to the deposit amount. Debt payment must not exceed 15 days.
If the retailer fulfills their payment on time, the retailer will be rewarded. After a period of 15
days, if the agent still has not paid the debt, Samsung will automatically deduct the deposit to
make up for the debt.
+ When receiving a shipment from the company, it is the responsibility of the retailer to notify
Samsung in writing with signature and seal (if any) of the purchaser.

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+ The retailer should provide Samsung with the following notarized documents: business
registration, business establishment decision (if any), appointment of director and chief
accountant (if any), and the person appointed negotiate with the company (name, position,
signature).

- What benefits will Samsung provide to the retailers?

+ Being consulted with new smartphone models from Samsung.

+ Being entitled to set the phone retailing price but not lower than the minimum price set by
Samsung.
+ Free training by Samsung.
+ Enjoying promotions and programs organizing by Samsung.

- What we do with our intermediaries before launching the S10 series?

Before we sell the S10 model to the market. Our marketing departments will contact with our
wholesalers & retailers to inform them about the S10 series and convince them to purchase with
bigger bills.
+ All information related to this new smartphone models.
+ The sale opportunities of the S10 series.
+ Promotion programs
+ Training course for saler of the retailers.
+ Samsung always support product shipping fee to all retailers.

8.4.4. Promotion

- How much is our total marketing budget?

+ We decided to spend around 4.0% of our total sales for the total marketing budget. Therefore, the
calculation would be:

Total marketing budget = 4.0% x 60,000 ~ 2,400 billion VND

+ Most of our marketing budget would be invested on our advertising campaigns for the Samsung
Galaxy S10 series. Specifically, we will spend 60% of our total marketing budget for advertising

Total advertising budget = 60% x 2,400 ~ 1,440 billion VND

activities mostly in QII/2019 and QIII/2019. Therefore, the calculation for this project would be:

- What is the main objectives of the advertising campaigns?

+ Boosting sale volume.
+ Raising consumer awareness about our products.
+ Competing with our competitors.

- The following table describes some of our main advertising campaigns for the S10 series:
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 Campaigns Describing

TV Ads • Playing S10 ads on VTV, HTV.

• Mostly in QII and QIII of 2019.
• Budget: 400 billion VND.
Sponsorship Become official sponsors for
• V-Leage 2019.
• Hanoi Football Club.
• Budget: 200 billion VND.
Ambassador • Movie director, actress Ngo Thanh Van.
• Our official ambassador for S10.
• Budget: 30 billion VND.
Display Ads • Billboards & displays in airports, stadiums, streets, …
• Playing our ads from QII/2019 - QIV/2019
• Budget: 300 billion VND.

II. Financial Report

9.1. Sale Forecast

- The following table shows our expected sale volume and sale revenue of 3 S10 models from
QII/2019 to QI/2020:

QII/2019 QIII/2019 QIV/2019 QI/2020 Total

Source Qs Sales Qs Sales Qs Sales Qs Sales Qs Sales

S10e 200 2,340 150 1,755 150 1,755 100 1,170 600 7,020

S10 700 10,990 650 10,205 500 7,850 400 6,280 2,250 35,325

S10+ 300 5,310 300 5,310 200 3,540 200 3,540 1000 17,700

Total 1,200 18,640 1,100 17,270 850 13,145 700 10,990 3,850 60,045

+ Sale Volume: 3,8 million units.

+ Sale Revenue: 60,000 billion VND.
- The following bar graph illustrates our sales forecast from QII/2019 to QI/2020 for the S10
series.

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 Billion VND

SALES FORECAST FROM QII/2019 TO QI/2020

- The following pie chart illustrates our sales forecast from QII/2019 to QI/2020 for the S10

Growth Rate = (8.4% + 11% + 3.1% - 12.4% + 29%) / 5 ~ 7.8%

series.

- Comment:

+ QII/2019 will achieve highest sale at 31%.

+ Sale volumes reducing due to launching Note 10.
+ Maintaining sales in QIV/2019 & QI/2020.

We predict that the S10 series will boost our performance in the smartphone industry in Vietnam
as well as the reputation of the Samsung Galaxy models to the new level. The S10 series are

20
estimated to raise the growth rate from -12.4% up to 29%. So the average growth rate should be
maintained at around 7.8%.

- The following bar chart illustrate growth rate of Samsung total revenue sale of the Samsung
Galaxy S model for each year:
Billion VND

9.2. Marketing Budget

- We decided to spend around 4.0% of our total sales for the total marketing budget. Therefore, the
calculation would be:

Total marketing budget = 4.0% x 60,000 ~ 2,400 billion VND

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 Content Budget

Television Advertising 400

Sponsor for TV Shows 150
Stadium Advertising (1 year) 150
Sponsor for V-Leage 2019 (1 year) 100
Sponsor for Ha Noi Football Club (1 year) 80
Heavy internet ads, SEO, Google Ads. 100VND
Billion
Public Relation 150
Advertising
Campaigns Cooperate with Ngo Thanh Van 30
Youtube Advertising 50
Facebook Advertising 40
Billboards Advertising 120
Banner, Standee, Handout 34
Mobile Advertising 30
Celebrities Facebook Post 5
Youtuber 1
Total 1,440

- The following table shows all the advertising campaigns that we are going to run for
promoting the S10 series in the Vietnam market.

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- The following table shows the figures of our estimated
marketing budget for S10 series.
Billion VND
QII/2019 QIII/2019 QIV/2019 QI/2020
Expense Total
(%) (25%) (22.7%) (25%)

Advertising (60.0%) 576 504 216 144 1,440

Promotion (25.0%) 210 180 120 90 600

Retail Discount
78 72 55 45 250
(10.4%)
Distribution Channel
31 29 22 18 100
(4.1%)
Others (0.5%) 3 3 2 2 10
Total 898 788 415 299 2,400

- The following bar chart shows the total marketing budget for S10 series.

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 Most of the budget will allocate mainly in the second quarter and third quarter of 2019 in order to
achieve the maximum sale volume. In the last two quarters, we are going to reduce the budget due
to the launching of Samsung Galaxy Note 10 into the market.

III. CONCLUSION
Despite the growing from the competitors, we are believing that Samsung will have a successful
year with the S10 models, which is the most powerful and innovative smartphone series that
Samsung has ever built. We will implement all the actions that have been planned in this report and
adjust the plan depending on the situation of the market and our consumers. Through this report, we
hope that the board of directors, the shareholders of the company, and all the employees will have a
clear vision of the path that the company will follow.

Thank you for reading.

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 REFERENCE
- Text Book
Phillip Kotler, Kevin Lane Keller. “Marketing Management”. 14e. Pearson Education Limited.

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