Essays on Integrated Marketing Communications Design for Samsung Galaxy S5 Case Study

Download full paperFile format: .doc, available for editing

The paper "Integrated Marketing Communications Design for Samsung Galaxy S5" is a great example of a marketing case study. Integrated marketing communications (IMC) refers to a consistent product, service, or brand messages that a company uses across different marketing channels (Naeem, Bilal & Naz, 2013). The concept is touted as beneficial to firms and customers since it enables marketers to focus on customers’ preferences, media exposure, and buying patterns among other things when formulating different marketing strategies. To the firm, IMC creates attractive and credible messages, which may lead to successful marketing strategies hence enhancing a firm’ s market penetration.

Jones (2008) opines that IMC is critical in modern firms especially since most such firms separate marketing efforts such as advertising, sales promotion, direct marketing, public relations/publicity, and internet marketing. With IMC however, a customer-centric planning process is undertaken, which often results in not only a harmonious marketing strategy, but one that has greater clarity, consistency, and potential for greater impact. With the foregoing in mind, this paper constitutes a design for an IMC program for the latest Samsung smartphone in 2014 (i. e.

Samsung Galaxy S5) in the Australian market. The IMC design in this paper is made in recognition of the fact that in order for Samsung to coordinate its marketing communication strategies for Galaxy S5 in Australia, it needs to deliver messages that are not only clear but also consistent and competitive. The objective of this paper is to bring together all marketing communication in a manner that will provide clarity and consistency about the smartphone in discrete but related messages. IMC situational analysis Company analysis Samsung’ s business in Australia is a reflection of the company’ s business worldwide.

The company operates on a philosophy that seeks to devote its technology and talent to the creation of superior products and services that should better the global society (Samsung, 2014a). Its objectives include the creation of products and services that provide the best satisfaction to customers, attaining world leadership in the creation of products and services that provide superior customer satisfaction, and contributing to society.


Achumba, I. (2002). Sales management concepts, strategies and cases. Lagos: Al-Marks Educational Research Inc.

Arya, T. (2008). Advertising, sales promotion, & public relations. London: Taylor & Francis.

Australian Association of National Advertisers et al. (2011). Australian online advertising industry. Advertising Financial Products and Advice Services, 1-17, retrieved May 17, 2014, from$file/cp167-submission-AustralianOnlineAdvertisingIndustry.pdf

Bavagathi, P. (2007). Modern marketing. Revised edition. New Delhi: S. Chad and Company Ltd.

Catanzariti, R. (2013). Australian iPhone buying guide: iPhone 5s or 5c? Retrieved May 17, 2014, from

Fill, C. (2009). Marketing communications: Interactivity, communities and content. NY: Prentice Hall/FT.

Futrell, C.M. (2001). Fundamentals of selling: Customers for life. NY: Irwin/McGraw-Hill.

Griffith, C. (2014). HTC one (M8) launches in Australia. The Australian. Retrieved May 17, 2014, from

Hopewell, L. & Simpson, C. (2014). Samsung Galaxy S5: Australian review. Retrieved May 17, 2014, from

Hopewell, L. (2014). Samsung Galaxy S5: Everything Australians need to know. Retrieved May 17, 2014, from

Joseph, K.O. (2011). Integrated marketing communication: a catalyst for the growth of e-business management. The Social Sciences, 6(2), 64-73.

Lambin, J. (2007). Market-driven management. Basingstoke: Palgrave Macmillan.

Odunlami, I., & Ogunsiji, A. (2011). Effect of sales promotion as a tool on organisational performance (a case study of sunshine plastic company). Journal of Emerging Trends in Economics and Management Sciences, 2(1), 9-13.

Patchell, D. (2013). New iPhone 5s and 5c launched. Retrieved May 17, 2014, from

Peppers, D. (2013). What integrated marketing really means. Retrieved May 17, 2014, from (2014). What online marketing costs. Retrieved May 17, 2014, from

Samsung. (2014a). Values and philosophy. Retrieved May 17, 2014, from

Samsung. (2014b). Capturing lifetime moments. Retrieved May 17, 2014, from

Scriven, C. (2001). The importance of IMC in dealing with negative, non-generated publicity in the organisation. Communication, 27(1), 36-43.

Yeshin, T. (2012). Integrated marketing communications. New York: Routledge.

Download full paperFile format: .doc, available for editing
Contact Us