Review of marketing plan
Brand association
Samsung is one of the most professional household appliances and mobile device manufacturer in the world, the brand image of Samsung product are high quality, exquisite and popular. Most of Samsung products are attractive and competitive to the world, especially their mobile device product. In the recently year, Samsung’s cell phone was becoming more and more popular. When customers mention the Samsung’s cell phone, Galaxy cellphone would be the hottest topic for the customers who are interested in the cell phone product. Galaxy has already become the one of the most popular cellphone type, even some of customers think Samsung is a company which one and professional manufacture to produce the cellphone.

Marketing objective
From the London Olympic campaign, they build the plan both for the long-term and short term. For the long term, the brand image and brand reputation will be improved by this campaign, because Samsung spend money on social marketing. This time, Samsung take the social responsibility for the UK’s customers, and encourage the customers who are watch the Olympic Games to do more exercise, join the Olympic and make the miracle (Samsung official web, 2011). Therefore, the audience will not forget the Samsung brand, and high frequency of brand exposure will helpful to improve the brand awareness. On the other hand, for the short term, the objective would be increased sales and introduce the new product to customers, Galaxy 3. Considering the opportunity to use push strategy to reinforce their new product, they provide the two type of limited edition Galaxy 3 to increase the new products sales.

(Qu.A, 2012)

On the other hand, during the Olympic campaign, Samsung provide the pin for their products; if the customers buy a Samsung Galaxy 3, they can get a pin for commemorate the London Olympic Games. This pin gift promotion strategy cause UK customers would like to buy the Samsung products, because the customer who are live UK are proud of this Olympic Games, the 2012 Olympic is so different as others, because this time the game was be hold in their hometown. Therefore, they need something to commemorate this event.

(Dom, 2012)

Target segmentation
The Olympic games is encourage all of the people to join the sport exercise, and the Samsung company also use the topic “Everyone’s Olympic Game” as their campaign topic. Become a partner with the Olympic, Samsung have an opportunity to own the torch bearer nominate, therefore, this time Samsung not only just target the one group of people, they want to target to the world people, to improve the Samsung’s brand awareness and brand reputation, and take social responsibility to make customers feel Samsung always care about customers and social (Samsung, 2012).

Brand position
From this campaign, Samsung can easily to increase their brand level, because the whole of Olympic audience will find the advertising of Samsung. The brand image can be changed to powerful, rich and trustable. Embedded advertising will help Samsung to improve their brand awareness. However, the price of Samsung product didn't increase after campaign, therefore, the high quality and low cost will be the new brand image. Satisfy the norm customers need, and offer the high quality product with suitable price will be the Samsung’s’ brand position.

4Ps of product
Product: all of the products want to be increase sales through this campaign, but the new cellphone products “Galaxy 3” want to be main products to be increased sales.

Price: the price does not want to be changed from this campaign, because changing price may have a risk with their new products

Place: the Olympic Games are target to the world, so the Samsung also want to target to the world audience. Therefore, wherever the country you live, the customers can easily to find the Samsung store, and the Samsung products in the shop.

Promotion: the Olympic new type of Galaxy and “pin gift” will be their main promotion strategy to increase the sales for the short term.

Everyone's Olympic Game campaign
Brief description of the campaign
Before the Samsung Company implements their campaign, they become the partner with the London official sponsor. They have the rights to use the Olympic emblem, do the advertising during the Olympic and three nominees of torch bearer’s selection. Therefore, the main campaign for the London Olympic Games is Samsung select three of people who are come from the norm, but with the encouraged experience. Among three torch bearers’ story are encouraged and exciting. They believe they will be successful if they try their best to do it. They are friendly and emotional to help others and effort for their dream (Samsung, 2012). Therefore, Samsung select these three people want to tell customers: just does it, you will be successful finally, and encourage everyone to join the Olympic Games, live with the Olympic spirits.

Star power
Samsung choose two of UK representative star as their brand ambassador: David Beckham and Mr. Bean. David Beckham is the one of the most famous sports star, even cause area is beyond the sports. There is no doubt that David Beckham is the one of the most famous star from UK. Mr. Bean is the famous comedy actor who is act in the tradition UK style comedy. David Beckham is the Samsung's Global Olympic Games Ambassador (Samsung, 2012), who is duty to present the three nominees of torch bearers. Because of David is so popular and attractive, so the fans of David will follow their idol. The second embedded advertising is Mr. Bean’s show. Mr. Bean perform a show during the opening ceremony of London Olympic Games, during the Mr. Bean’s show, he take a phone and use it, yes! That phone is Samsung new product, Galaxy 3. Also, the Galaxy 3 have used as the stage property during the opening ceremony. Although this is not the direct advertising for customers, but this embedded advertising will attract the whole of the Olympic Games’ audiences, this indirect advertising will reach the largest range of the customer

(Google picture, 2013)

Media choosing
Because of the Samsung has already become the sponsor of the London Olympic Games, so they get the rights to do the advertising during the Olympic Games. On the other hand, the whole of the world audiences watch the program, they will find and have to watch the indirectly Samsung advertising during the Olympic Games. Therefore, it is not necessary to choose the media for advertising, the channel which is play the Olympic Games would be their best choice to choose the media.
Public relations
This time, Samsung spend money on the social marketing for increase their brand equity indirectly, because the campaign is non-profit, it is much more easily to be accept by customers. The customers and really feel the care and encourage from the Samsung company. Therefore, the brand reputation and equity will be improved form this campaign. On the other hand, the star power will help reduce the distance between the customers and Samsung. David and Mr. Bean can make the brand become more trustable and effective than before (Dom, 2012). If the customer fined their idol to use the Galaxy 3, they will also to use the Galaxy 3 too, because they want be same with their idol and follow with their idol.

Dom, 2012, Sansung pins-an Olympic marketing campaign with spirit, access from: http://samsunggeeks.com/2012/07/23/samsung-pins-olympic-pins/ Google pictures, access in 2012, from: https://www.google.com.au/search?q=%E6%86%A8%E8%B1%86%E5%85%88%E7%94%9F%E5%92%8CGALAXY+S3+%E5%A5%A5%E8%BF%90%E4%BC%9A&source=lnms&tbm=isch&sa=X&ei=Aci1Ua-7OMP5kgWw64GgDQ&ved=0CAcQ_AUoAQ&biw=1920&bih=892#facrc=_&imgrc=-oniMwVxgFqckM%3A%3B8UXFYN6Lz1Mk_M%3Bhttp%253A%252F%252F2e.zol-img.com.cn%252Fproduct%252F94_500x2000%252F814%252FceQ7CHdRCszLQ.jpg%3Bhttp%253A%252F%252Fmobile.zol.com.cn%252F314%252F3140653_all.html%3B500%3B37 Samsung official website, access in 2013, from: http://www.samsung.com/au/news/globalnews/2011/samsung-kicks-off-its-london-2012-campaign-everyone-s-olympic-game-with-ambassador-david-beckham Qu.An, 2012, two type of the Samsung Galaxy 3, access from:
http://android.anqu.com/news_33/15104/