Marketing Plan for the Samsung Galaxy S6

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Requirement

Question: Marketing plan

Solution

Executive summary

Samsung has proven to the business world that they are having the most prestigious technologies in the cell phone industry. The target market segmentation consist of three classes, the middle-class, Elite class and the young generation. The primary target audience is the middle-class because the price range, product features and the technologies are suitable. Since they cannot afford to purchase expensive cellphone that the elite group could purchase. The product positioning strategies recommended are cost leadership and product differentiation strategy which helps to attract the consumers through building the brand image in the eyes of consumers. The recommended strategies are based on the consumer characteristic approach in which it helps to build the product in a customize manner. The rationale of marketing mix includes product mix, price mix, distribution and communication (Solomon, pg.20). The product should fulfill the demands of consumers by core, actual and segmentation factors of the product concept. Samsung should use various promotional activities such as sponsorship, advertisement, social networks, etc. The creative strategy includes the use of social media which helps to increase the sales volume. The overall recommendations include cost leadership strategy and product differentiation. Cost leadership strategy helps to provide the benefit of economies of scale. The product differentiation helps to produce unique product and it also emphasize on continues innovation which helps to survive in the competitive market. The marketing plan execution helps to promote the product through appropriate medium to the target audience which helps to increase the sales volume of Samsung. 

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Introduction

In this present paper we will describe the marketing plan for the Samsung Galaxy S6. The study includes SWOT analysis, target market segmentation, marketing objectives, product positioning, marketing mix, implementation plan, financial projections and implications, and overall recommendations.
The company is planning to launch this product in August, 2016. The company is aiming for 1 percent of the Canada smart phone market through unit sales volume of 1 million. This smartphone will help people to get a product that is feature rich, reliable and is cost-effective.
Following are the features of Samsung galaxy S6 (Samsung.com):

  • 5.1 Quad HD super AMOLED display (2560X1440), 577 PPI

  • Fast camera with F1.9 bright aperture.

  • Long lasting battery with wireless charging.

  • 64 bit architecture

  • Powerful security solutions: KNOX and fingerprint scanner

  • Seamless content sharing with Samsung smart TV via Bluetooth low energy

  • New smart manager application

  • The processor is CPU speed 2.1 GHz, 1.5 GHz with Octa-core type of CPU.

  • The size is 12.92 cm with 16M color depth.

Current situation
SWOT Analysis

The SWOT analysis is used to analyze the strength, weakness, opportunities and threats of a company. It is used to analyze the internal and external factors of a company. Marketers start with an examination of the facts or observations made in a situational analysis and try to identify the implications of each of these considerations” (Solomon, pg. 58). SWOT analysis is used for a closer look at Samsung.

1.    Strength

I.    Innovative product
Samsung has introduced an innovative product which helps to compete in the external environment by its innovative features and technologies. The internal environment is impacted by changing in its operational and production activities. 
The innovative product is the strength of the company that has a great impact on the marketing mix segments (Rapp et al., 2014). The product mix is impacted by adding a new product for the consumers. For example: Samsung S5 has non removable battery of 2800mAh, with other innovative features which acts as a competitive advantage for the product.
II.    Android OS
The Android OS is widely acceptable so it is the strength of the product. It is customizable, side-loading apps, able to multitask and flash support. These features help to attract large number of consumers. The internal environment is impacted by generating high revenue which helps in increasing the productivity of the company. These features help Samsung to compete with major players in the external environment such as Apple. The promotional activities should consider the features that the android provides in order to increase the sales of the product. The pricing strategy should consider the widely accepted price. The android feature helps in building strong product portfolio which helps to string the product mix of Samsung. For example: Samsung galaxy S in having Android OS which is widely acceptable because of its features such as multi-tasking, flash support and others.

2.    Weakness

a.    Inconsistency in Physical device
There is an inconsistency in physical device from mid-range to high-end phones. The size is also large so it may be big for some users. The product mix includes the vast product portfolio which is impacted by the features of physical device by affecting the status symbol of Samsung. The physical feature of the device also has an impact on the price mix by lowering the price of the product. The Samsung phones are fragile therefore selection of distribution channel should be safest. The promotional activities like advertisement should consider the physical features of the device to change the mindset of consumers towards product reliability. For example: 
b.    Limited market share
The company is having limited market share in ever growing segment. Samsung is mainly focusing on mass market instead of niche market which requires more focus on developing the product. The limited market share impacts on the pricing mix by forces the company to choose competitive pricing for the survival in the market. For example: Samsung 

3.    Opportunity

a.    Improvement in services
The consumers in cell phone industry can be attracted from providing excellent services which help to maintain the brand image and it directly impacts on increasing the demand (Bull et al., 2016). It impacts on product mix by increasing the demand of the product. For example: Samsung after sales services for     S5 has tremendously increased the sales volume by 1% of total android market.
b.    Access to large market
The company is having wide range of product which can address large market. It impacts on product mix by targeting large audience. For example: Sony has wide variety of products which enable to access the large market and it directly impacts on the sales volume.

4.    Threat

a.    Challenge of low pricing
The company is adopting a low price manufacturing which affects to the quality of a product. The quality is a major aspect which influences the brand image. It impacts on pricing mix strategy and the company will adopt low pricing strategy. For example: Sony is providing similar product with low price which forces the Samsung to reduce the price. 
b.    Aggressive competitors
There are many competitors in cell phone industry and they are competing with new technologies and innovations. So the survival in a market is a major threat for the market. It impacts on promotion mix and the company needs to do more promotional activities for the survival in a competitive world. For example: Apple, Sony, HTC is present in the market with advanced technologies which provide a major competition to Samsung for the survival in the market.

SWOT factors

Following are the five important SWOT factors:

 

  1. Innovative product: The innovative product is strength of the company because it is very necessary for the survival of the company in a competitive mobile phone industry. It is very important factor from the marketing prospective because the company needs to new technologies and innovations.

  2. Excellent service: The company needs to provide excellent service to create a brand name in the market which is very necessary for the survival in the competitive world. It helps in promoting products and services which directly impacts on sales volume.

  3. Aggressive competitors: It is a very important factor because the company needs to compete with existing major players. The product and services served by competitors needs to be taken into account before making strategies. It helps in building promotional activities which promote the products and services. 

  4. Limited market share: It is also an important factor which needs to be considered because market share is very necessary for promoting the products and services. The company must consider on the growth of market share which helps in building the image.

  5. Address to large market: The company is having wide range of products which helps to access large market and it is very necessary for marketing of products and services which directly impacts on the sales volume.

Target market segmentation
Segmentation approach

The consumer characteristic segmentation approach is used to segment the market on the basis of demographic characteristics. The characters include age-group, sex, income, family-size, occupation, level of education and others (Wedel et al., 2012). The consumer characteristic approach is appropriate for the marketing prospective because of the following reasons:

  • Consumer characteristic approach helps to segment the market on the basis of demographic and geographic characteristics which helps to build the marketing strategy according to the age group, income, occupation and others (Valencia et al., 2016).

  • The approach helps to build strategy by clearing the vision of target audience according to the product.

  • The Consumer product is Samsung galaxy S6, the organization is Samsung and the marketplace is both online and offline which helps to promote the product widely.

  • The marketing is done by identifying the target audience and the strategy is decided according to the type of audience. The consumer characteristic approach helps to identify all the requirements of marketing. 

Thus the consumer characteristic approach is appropriate from the marketing prospective.

Three Target market segments

Following are the three target market segments:

 

  • a.    Middle class :The summary profile of middle class include the price range acceptable by them, how they select the particular product, what are the features required by them, market place adopted by a middle class, what are the expectations, taste and preferences and others. The price range is lower than elite class, they want more features with in a price range, their expectations are also high and they purchase to touch the level of elite class. It is one of the targeted markets for selling Samsung Galaxy S6 because the consumers under middle class cannot afford luxurious product but they can purchase superior product to come under elite class. For example: Samsung S5 has targeted middle-class audience and the company has successfully done by fulfilling the consumer’s expectations.

  • b.    Elite class :The elite class consumers can easily afford the product according to their level of income. The elite class is focusing on the status and class so they easily purchase by considering the features of products. The summary profile include rich people who can easily afford the price range, the market place is mainly offline, the product purchased on the basis of features and its look. It is the second target market because the consumers can afford its price range. For example: Samsung galaxy Note 5 has targeted Elite-class and the company has successful done.

  • c.    Young generation :The young generation is the third target market because the Youngers are focusing on purchasing and flaunting expenses products. They are attracted by its brand image and superior features. The market place is mainly online. The price range is not considered for targeting the young generation but its features and image helps to attract large number of consumers. The Samsung S6 is having high brand image and the product is having advanced technology features which attracts the young generation. The summary profile includes the age class of 18-30 who are willing to purchase by its looks and advance features. For example: Samsung Yuva is targeting young generation and the company has successfully done.

Selected Target market segment

The middle class is chosen over the others because the elite consumers is not having an issue of price range so they can also purchase a high class product and the young generation also shift its demand to the other products. The middle class is focusing on purchasing the expensive products so they can reach at the elite class and they cannot afford higher than this price range so they are the primary target audience. The marketing of middle class audience is done through advertisement, promotional activities such as discount, coupons and others (Abeza et al., 2014). The company can make marketing on the basis of social class and income. The income level of middle class is also average so the pricing of Samsung galaxy S6 is also comes under the income level of middle class. The middle class is the primary target audience because it is suitable from every aspect which includes pricing, features and others. The middle class is more emotional than rational consumers so they can easily attract from marketing activities. The economic standard of middle class is $35,000 to $100,000. The marketing strategy includes creation of brand image which is very necessary because the middle-class consumer focuses on the brand image. The marketing through celebrities also helps to create increase the sales by promoting the product. 

Marketing objective

The marketing objective of the company should include the goals and objective of the company. The objective should fit within the organization and it should be efficient and effective. The marketing objective of the company is based on SMART strategy which is specific, measurable, achievable, realistic, and time bound (Kotler et al., 2015). Following are the three marketing objectives of Samsung galaxy S6:

  • 1.    Increase the sales: The primary objective of marketing is to increase the sales volume which helps it in expanding the business across the globe. The main objective is to increase the sales volume because every company is surviving for earning. The marketing objective is to increase the sales by 5% from end of the year. The objective is realistic and it can be achievable. It is based on the SMART strategy because to increase the sales is a specific term, time bound in within a year, it can be measured in number and it is realistic in nature. 

  • 2.    Increase market share: The second marketing objective is to increase the market share because the Samsung is having limited market share. The objective is to increase the market share by 25% within a year. The objective is based on SMART strategy as it is realistic, achievable, measurable, and time bound is one year. It directly impacts on the brand image of a company which helps in achieving another objective of sale increment by 5%.

  • 3.    Enhance consumer relationships: The consumers are the king in business so to enhance the consumers relationship is very important objective of marketing. The consumer’s satisfaction helps to create goodwill of the company which directly enhances the sales volume. The consumers relationship can be maintain by taking consumers feedback, after sales services, warranty and guarantee of products (Chen et al., 2013). The relationship builds trust between the consumers and brand which helps to maintain a long term relationship. The brand image and goodwill helps the company to gain long term sustainable profit.

Product positioning

The product positioning is very necessary for creating the image in the eyes of consumers. It is very important for creating the brand image which helps to attract the large number of consumers. Following are the recommendations of positioning the product:

Recommendation of positioning strategy

The cost leadership and product differentiation positioning strategies are recommended because the Samsung has to consider the cost and pricing to attract the primary target audience which is middle-class consumers. The balance of both the strategies helps to achieve the goals and objective so the company. The cost leadership provide average product with low cost of product. The economies of scale help in saving the cost of production which directly increases the profit margin of the company (Kim et al., 2013). The product differentiation strategy helps in creating a unique product to the broader possible market. The strategy also focuses on continued innovation which helps the company to survive in the competitive market.
For example: Product positioning of Samsung galaxy S5 has adopted product differentiation strategy by providing unique features to the product which helps to create a perceived user value and it directly increases the sales volume.

Intended positioning strategy

The intended positioning strategy is plotted on the basis of two parameters, namely, brand and pricing. The Samsung galaxy S6 is positioning in the first quadrant because the pricing and branding is average.

Defending Positioning strategy

The positioning strategy is a balance of cost leadership and product differentiation. This strategy is appropriate according to the primary targeted market. The target market includes middle-class consumers who are willing to buy with the innovative features. The Samsung galaxy S6 is positioned in the middle of first quadrant because of its price and average branding for the target audience. The cost leadership strategy is used to produce average product at low cost which helps to get the advantage of economies of scale (Omar et al., 2013). The product differentiation helps to differentiate the product in the competitive market of Canada by innovative features in the mobile phone. The balance of both the strategies helps to create brand image in the eyes of consumer’s which helps in positioning of Samsung galaxy S6. The company needs to do more promotional activities which helps to support the product positioning.  The company should also use the celebrities for promoting the product which helps in maintaining the product position. The product position can be enhanced by providing after sales service, customer support and other services. The strategy supports both the consumers and organization as the cost leadership helps in producing at low cost and product differentiation helps in innovating product continuously. It helps the organization to compete in the competitive market (De Mooij et al., 2013).  

Marketing mix

Following are the four components of marketing mix:
Product
The objective of a product is to fulfill the needs and demands of consumers. The product concepts state that the consumers will purchase the product that is having some quality, features, distinct from other products. The concept consists of three layers, namely, Augmented, expected and core. The augmented include credit, delivery, after sales service, warranty and intangible associations. The expected layer includes merchandising, availability of stock, turnover, staff training, promotional support and others (Huang et al., 2014). The core layer includes the essential benefits of products. The augmented layer of Samsung galaxy S6 should cover all the aspects such as on time delivery, warranty and guarantee of 1 year, after sales service, credit facilities which allow the consumers to feel delighted. The expected layer of Samsung galaxy S6 should fulfill the requirements such as stock availability, merchandising, staff training about the knowledge of Samsung galaxy S6. The core layer of Samsung galaxy S6 should fulfill the essential requirements so that the consumer feels satisfied which helps in building the brand image of the company.  The service strategy focuses on helping IT department to improve and developed for the long period of time. The branding strategy of Samsung include the logo, promises make and fulfill by the company, color, slogan and other creative elements which helps to convey the brand. The tagline used for Samsung galaxy S6 is “Executively crafted, captivatingly brilliant” which conveys the message that the technology used in the product is advanced and brilliant. The packaging and labeling of Samsung galaxy S6 is according to the taste and preference of consumers in Canada. It should be represented in such a manner that it will attract the attention of consumers. For example: The Samsung has adequately used the product mix for Samsung galaxy S5 by appropriate branding, packaging and labeling.
Price
The objective of the pricing policy is to cover the mass audience and high level of profit. The pricing policy of the company is made by considering the price policy used by other competitors so that the pricing will be done accordingly. The pricing tactics is used to attract the large number of consumers by showing that the product is less expensive which helps to establish the image of a product as a luxury item. The tactics used for pricing the Samsung galaxy S6 include charm pricing, bumps, anchoring and considerations. The charm tactics lower the price very little but it enhances the sale of the product. The bump tactics is applied for putting the product in different category with the change in ending digits (Aghdam et al.,  2015). The anchoring tactics is used to lower the price while setting the benchmark which covers the large market and afforded by large number of people. The consideration is used to compare the product from the consumer’s expectations, coverage of operating cost, competitors pricing and others. The Samsung has to use charm pricing tactic to attract large number of consumers. The terms and conditions include that the price should cover the expenses of cost of production, operational cost and other expenditures. The pricing strategy of Samsung galaxy S6 should be set to maximize the profitability by covering all the expenditures. The prices must be set by considering opponent’s actions in order to have competitive advantage. For example: Samsung has used a premium pricing strategy for Samsung galaxy K zoom.
Distribution
The objective of distribution is to provide strong channel of distribution across the Canada. The channel strategy includes the movement of product from vendors to the consumers and it is a very important aspect for successful business. The channel strategy includes three integrations namely, Channel selection, distribution intensity and channel integration. The channel selection of Samsung galaxy S6 includes market factors, producer factors, product factors and competitive factors. The distribution strategy include intensive, selective and exclusive. The channel integration includes conventional marketing channel and franchising channel. The distribution channel should be online and offline because our primary target market is middle class (Bahadir et al., 2015). The offline strategy of distribution channel includes development of online sales business plan, design of the online sales organization and processes, definition of website features and functions, and launch of new e-shop. The offline strategy include channel introduction in which the channel used by the Samsung, the channel optimization include the route, the channel mitigation include the channel used the particular class of consumers, the channel rationalization include the selection of channel to meet the business goals and channel integration include the integration of channel in the business. The clear and forwarding agents passed the products to the distribution, retailers, digital plazas, multi-brand retailors and dealers who directly passed it to the consumers. The client relationship management of the Samsung should be strong in such a manner that the clients will remain for the longer period of time. The CRM helps to increase on the sales of the company. The distribution channel should also consider the cost optimization so that the company can incurred expenditures with the strong distribution channel (Danaher et al., 2015). The inventory management should also be considered for the regular flow of products and services. The company should also consider the risk factors incurred in distribution channel to reduce the risk. The bidding system, incentives, zero credit and offers helps to increase the push the sales volume of Samsung. For example: Samsung has used distributors, digital plazas, retailers and other channels for the effective distribution channel of Samsung galaxy S5.
Communication
The communication channel of the company considers the promotional activities which help to convey the product to the end users. The multiple promotional activities are used by the competitors to attract the large number of consumers. The objective of promotional mix is to convey the product through creating awareness about the product and its benefits to the end users which directly helps to increase the sales. The communication helps in positioning the product in the eyes of consumers through building the brand image and it is also helps to create interest which stimulates the demand. The communication mix include the methods to promote the product such as advertising, personal selling, discount and promotions, public relations, direct marketing and event sponsorship. The advertising is the most important and often used method of communication mix which helps to promote the product by conveying the message to the target consumers. The Samsung has to allot specific amount to the advertising activities because it helps to push the major sales in cell phone industry. The personal selling which is the element of direct selling helps to promote the product through direct communication with the end users. The discounts and promotions activities help to promote the product by offering coupons, rebates and percent-off deals to the consumers. The Samsung should adopt various methods of promotional mix to promote the product to the end users. The creative strategies include social media marketing which promote the product by setting the product image in the eyes of consumers (Berthon et al., 2012). The social media marketing attracts large number of consumers by creating a district image of the product. The creative strategies include promotional programme, sponsorship, join on weekly hash tags, different post to deal with the sites and others. The company should adopt push strategy to attract the consumers through various promotional activities. The budget allocation tactics include spending of 5% of sales revenue on promotional activities of Samsung galaxy S6. For example: Samsung has used sponsorship for the promotion of Samsung galaxy S5.

Implementation plan
Implementation schedule

The business implementation schedule includes the business activities performed by each and every employee and the utilization of resources by the organization. The Samsung should adopt the extensive customization to match the needs of consumers. The marketing efforts should be organized around consumer group various consumers group: manufacturing group, non-manufacturing group, consumer product licensing group, industrial association group. Each of the group is responsible for the promotion of Samsung galaxy S6 and each group will be headed by the sales manager then he will report to the managing director. Each group is also responsible for the marketing of Samsung galaxy S6 within the consumer segment and each group has the decision making authority. The authority segmentation represents centralized management hierarchy. The frontline salesperson is empowered to take the decision which satisfies the consumer needs. These changes help to enable the Samsung to be more creative and flexible to meet the consumers need and expectations. Following are the steps of implementation of activities:

  • 1.    Create the position of four sales manager and marketing director. The marketing director will act as a project leader of a new business analysis team and it consist of nine employees on the various positions within the company. 

  • 2.    Assign the work to the three members of analysis team. The work include research of the offerings and clients of Samsung galaxy S6, analysis of current billing cycle and billing practices, and designing of customer survey project and marketing director is responsible.

  • 3.    Finalize of consumer satisfaction survey for current clients and marketing director is responsible.

  • 4.    Implement the consumer satisfaction survey with the random sample of current clients.

  • 5.    Analyze the consumer satisfaction report and build the report and evaluate the Samsung galaxy S6 offerings.

  • 6.    Reestablish the objective of business analysis team for the next year and managing director is responsible. 

 Measure and evaluation

The financial expenditures are compared with the planned goals of Samsung. Following are the performance standards and financial controls recommendations:

  • The total budget of the research on Samsung galaxy S6, billing analysis, and client survey should be equal to the 60 percent of the annual promotional budget of the financial year.

  • The breakdown of the budget includes 20 percent on the allocation to billing cycle, 30 percent allocation to the consumer survey and the development of market information system and 50 percent to the new business development and implementation of Samsung galaxy S6.

  • All departments have to prepare the report of financial expenditures which includes direct expenses, salaries, and others. The report will be send to the marketing director of Samsung.

  • The marketing director is responsible for the budget of project and the report will be send to the president of Samsung on the weekly basis and the redirection will be done by marketing director.

  • The performance of Samsung galaxy S6 offerings should be evaluated on quarterly basis which helps to determine the profitability. The product development expenses are distributed yearly and it will compare with gross income generated during the same period.

Implementation tactics

The Samsung should monitor the procedure which helps to reduce the threats and weakness. Following are the steps to monitor the procedures:

  1. A project management concept should be used for the implementation of marketing plan through building the needs of human resource, time requirements and financial expenditures.

  2. The report of perpetual comparison of actual and planned activities should be prepared by the marketing director and it should be send to the president of Samsung.

  3. Each project is responsible for improving the performance according to the planned performance.

Contingency plan
The contingency plan for Samsung galaxy S6 includes the movement of phone application from Android to the windows. It means if the company fails in the succession of Samsung galaxy S6 then the company will move from android OS to windows applications ions.
Research plan
The research plan of the Samsung includes the information of target market which helps in taking the decisions. The information includes the market survey of consumer’s level of satisfaction of target market, consumer expectations, price and technology offered by other competitors (Reddy et al., 2015) .The other information includes size of market, social trends, growth, and demographics. 

Financial projection and implications

Projected income statement
The income statement is used to determine the profit and loss in an accounting year. 
Please refer Appendix 2 for projected marketing income statement of two years.
Projected break-even analysis
The break even analysis is used to determine the level of sales require to cover the total fixed costs. It helps in determining the level of production requires targeting the desired sales.
Please refer Appendix 3 for projected break even analysis 

Financial implications

  1. The income statement is used to analyze the income and expenses over the particular period of time and it helps to determine the profit and loss of the company. It reflects the snapshot of company’s financial position which helps in decision making (Delgado et al., 2012).

  2. The break even analysis is used to determine the number of unit sold to cover the cost of production. It helps to determine the goals and objective to maximize the profitability of the company (Alhabeeb et al., 2012).

Overall recommendations

Recommendations

The marketing plan of the company should be implemented because it is based on the SWOT analysis which reflects the strength, weakness, opportunity and threat of Samsung. The consumer characteristic approach is used analyzes the target market segment and on the basis of analysis middle class target market segment is recommended as the primary target market. The middle class is recommended the consumer prefers advance feature with this price range and they cannot afford above than that so they will buy Samsung galaxy S6. The other target market includes elite class who can easily afford any price range and the third target market is young generation who can purchase for show off and interested in using advance technologies. The marketing objectives include increment in sales, Increase in market share and consumer relationship enhancement. The balance of cost leadership and product differentiation is recommended because the cost leadership helps to provide economies of scale and product differentiation helps to provide unique product to its consumers. It also focuses on continues innovation which helps to survive in a competitive market. According to the integrated strategy the Samsung galaxy lies in the middle of first quadrant because the brand image and pricing is average. The objective of product is to fulfill the need and demands of consumers. The Samsung should cover all the three elements of product concept and the packaging and labeling should be done according to the taste and preference of Canadians. The pricing strategy should consider the price offered by other competitors. The pricing tactics include charm pricing, bumps, anchoring and consideration. The strategy should be set to maximize the profitability of Samsung. The distribution strategy include both online and offline mode. The objective is to supply the product to the maximum number of locations by maintaining the inventory management and risk which helps to continues flow of Samsung galaxy S6. 

Support by SWOT analysis 

The strength of the company includes innovative product and android OS. The company has introduced innovative features in Samsung galaxy S6 which helps to distinct the product. The android OS is widely acceptable which helps to attract large number of consumers. The weakness includes Inconsistency in product device and limited market share. The company is having limited market share which neglects the focus on niche marketing (Salah et al., 2015). The marketing objective of increase in market share is recommended by considering the weakness of limited market share so that the company can overcome from its weakness. The opportunity includes improvement in services and access to large market. The improvement in services is recommended for product positioning which helps to explore the opportunity. The threat includes challenge of low pricing and aggressive competition. The cost leadership is recommended to combat the challenge of low pricing and product differentiation is recommended for producing unique product which helps to combat the aggressive competition. 

Support by marketing concepts, terms and information

The marketing concepts include product development, optimum pricing, effective distribution channel and various promotional activities. The product mix includes the objective to fulfill the need and demand of consumers. The product concept include three layers namely, core, actual and augmented. The core includes essential benefits of Samsung galaxy S6. The actual includes requirements of stock availability, staff training, merchandising and others. The augmented includes time delivery, warranty, guarantee, after sales service and credit facilities. The packaging and labeling should be done in a according to the taste and preference of Canadians. The pricing strategy should be set by considering the profit maximization of the shareholders. The pricing terms and condition include setting of price by considering the cost of production, operational expenses and other expenditures of the company. The distribution channel strategy includes three integrations which should be considered at the time of strategy formulation. The channel distribution should be strong and must consider the risk and cost optimization. The cost leadership is recommended by considering the cost optimization factor of channel distribution. The communication include promotional mix which helps the consumer in building the product position and it conveys the benefits of product to the consumers which help to attract large number of consumers. The budget allocation is 5% of total sales on promotional activities which is recommended by considering the low cost factor which helps to increase the profit margin of Samsung. 

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