This is a sample of group coursework from MARK 4600 at the University of Georgia. The presentation displays a hypothetical marketing campaign strategy for Samsung's home appliances division.

1. Elizabeth Ballou, Gina Mackey, Hannah Davison, Jamie Wilson,
Kate Owensby, Monica Hardy & Rebecca Christopher

2. Corporate Overview

6. ● Full refund for any recalled washer purchased in the last
30 days
● Home Label Kit with new control guide & warning labels
● Free in-home repair that includes reinforcement of the
washer’s top
● Possible rebate towards the purchase of a new washer

7. Competitors

8. Advertising Strategies
● “Fast follower”
● Brand awareness
● “Smart thinking.
Simple living.”
● “Industry shaper”
● Customer-centric
● “Inspire the world.
Create the future.”

9. Target Market
● Young moms, 25-35 years old
○ Family-focused
○ Environmentally conscious
○ Tech savvy
○ Achievers
○ Upper middle class - upper
class
“Julie”

10. Research Overview

11. Marketing Communication Objectives
Enhance Brand
Image:
● Cause-Related
Marketing
● Eco-Friendly Emphasis
Engage & Appeal to
Target Market:
● Mommy Blogs
● Social Media
● Events

12. IMC Components

13. Building a Cleaner World, One Step At a
Time

14. SELLING GREEN
PRODUCTS AND
EDUCATION

15. One-for-One
● The “wash line”
○ Discredits 5 billion people
● Hand-washing clothes
○ 6 hours a day, 3 times a
week, 2-3 weeks to dry
○ Medical problems
● Solution: GiraDora

17. For each Samsung washer sold during the course of the campaign,
a GiraDora will be donated to a family in need

18. Social Media & Online Advertising
Social Media Push
FaceBook page: Samsung &
Giradora Initiative
● Include stories from the
women helped
Instagram, Twitter Ads
● #WalkForWater
● One For One
Online Advertising
One for One:
● Advertise on retailer
websites (HomeDepot
etc.)
● Advertise through Mommy
Blog Sponsorship

19. Walk for Water
What: A walk for a cause, sponsored by
Samsung
When: Earth Day April 22, 2017 -
culmination of campaign
Where: From 1700 Lida Street (Safe
Agua) to Memorial Park in Pasadena
How: #walkforwater, leaflets
Why: 3.7 miles - The average distance
that women and children walk for water
in Africa and Asia

21. Measurements of Success
● Interactions & Hits
○ Social media interaction tracked using #WalkForWater
○ Digital Analytics
○ Ratio of positive to negative hits
● Increase in positive brand attitudes
○ Monitor blogs, Facebook comments, etc
● Increase in washer sales
○ Monitor sales of washer models participating in the
one-for-one campaign

22. Summary
Restore Samsung's
positive brand image
through partnership
with GiraDora and
engagement with the
community.

23. with

24. Citations
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