The marketing report is developed in order to support the sales of SAMSUNG

Introduction. The marketing report is developed in order to support the sales of SAMSUNG: Series 7 plasma TV (Samsung PN50C7000) and for getting knowledge about the existing situation on the current market- to outline the market share and to make some forecasting about the expected revenue rate and sales volumes.

Marketing Objectives. It is possible to outline corporate, marketing and marketing communications objectives. The corporate objective is achievement of high sales volumes (100 units per month- each one would have retail price 1500 USD[1]) and getting high revenue rate – 150.000 USD/month as a result of Samsung PN50C7000 retail. The marketing objectives are the following: attraction of 700 customers/week - such amount of visitors is average for the business centre and the number of clients would be controlled by the CCTV cameras, installed in the centre. Reaching revenue of 1.8 million UDS per year is the second marketing objective. Marketing communications objectives look the following way: attracting the maximal amount of visitors into the business centre for the period from 1.12 till 31.12. It is possible to achieve the high attendance with the help of advertising campaign implementation. The number of visitors would be measured with the use of surveys (in the end of the month) and by CCTV cameras.

Targeting. Because the Samsung PN50C7000 is relatively inexpensive product and it has got high quality and suitable basic characteristics, it would be interesting for two groups of customers: young families with average income rate and pensioners. In order to attract both groups into the business centre two marketing techniques would be used- for the young families the advertisement would have the image of have happy young family enjoying 3D cinema in their hi-tech designed room and the second design of the ads would depict happy family of elderly persons, surrounded by the grandchildren and enjoying their home videos on the Samsung PN50C7000 and remembering the best moments of their life as if they were happening at the moment.

The advertisement campaign would include the following: print advertising, outdoor advertising, internet advertising and sales promotions.

The average sales volume of the Samsung PN50C7000 is expected to be 100 units per month (in December we would expect up to 150 units because of Christmas and New Year campaign). The market share is expected to be one third of total TV sales in the business centre.

Evaluation and Control. In order to evaluate the results from implementing marketing objective, we would use surveys (questioning 100-150 people), which would be given for the promoters, working in the business centre in the end of each month. In December (the first month of the campaign we would carry out the public opinion poll for two times- 7.12 and 30.12 – in order to see the effectiveness of work in the beginning of campaign and in a month after its implementation). All deviations from the plan would be corrected immediately.

Financial controls would be carried out on the daily basis – in order to determine the effectiveness of campaign and monitoring procedures would be done in order to see the personnel work quality, to evaluate the main competitive advantages of the TV and to include this information into the next campaigns.

Conclusion. This marketing report was developed in order to outline the general ideas of marketing campaign planning, its implementation into the life and controlling over sales and the quality of work, carried out by the shop assistants. Each step of the planning was used in order to make the sequence of actions and to ensure that each marketing tool would supplement other ones and as a result the synergetic effect would be achieved. The evaluation of marketing campaign implementation would be done after questioning the visitors of the shop and after monitoring the work of its employees.

Bibliography:

1. Broadbent, S. (1994) 20 Advertising Case Histories, Holt Rinehart Winston.
2. Brown, C. (1995) The Sales Promotion Handbook, Kogan Page.
3. Fill C (1999) Marketing Communications, 2^nd Edition, Prentice Hall Europe
4. Jefkins, F. (1984) Advertising Today, 3^rd Edition, International TextBook Company.
5. Papatla, P. and Krishnamurthi, L (1996) Measuring the dynamic effects on promotions on brand choice, Journal of Marketing Research, Vol 36, 211-222
6. Wright, L. and Crimp, M. (2000) The Marketing Research Process, 5^th Edition, Prentice Hall.

References:

1. http://reviews.cnet.com/flat-panel-tvs/samsung-pn50c7000/4505-6482_7-34005781.html
2. http://samsung.com/us/video/tvs/PN50C7000YFXZA
3. http://university-essays.tripod.com/id5.html