Executive Summary The purpose of this report was to create a creative brief for the Samsung Galaxy S4 in terms of a review of the product, target market, promotional mix element currently been used, the development of IMC objectives, major selling idea and creative strategy. In addition, also need to create a promotional example to support this report as Appendix. A review of the product will conducted providing the background information of the Samsung Galaxy S4 and target market will particularly focus on the four relevant segmentations which are geographic, demographic, psychographic and behavioural. The six promotional tools will discuss used to communicate the product and determine the promotional tools currently used to promotion the Samsung S4 and these tools are being used. Also, to create a new promotional tool that can be used for Samsung Galaxy. Developing the IMC objectives based on the response process being identified in the Samsung presentation and creating a new promotional tool for the target market and explaining its objectives. Lastly, discussing a creative strategy for the Samsung and justifying how it is appropriate the strategy in consideration of the target market needs and behaviour, and the company's financial position also, discuss the advantages and disadvantages. This information will be presented individually under subheadings as a formal report and the specific information resources came from textbooks, Samsung website and Internet. Introduction Authorization The report has been authorised by Kwon Oh-Hyon, the CEO of Samsung Electronics company. The purpose of the report is to discuss about Samsung Electronics Company and as well as the Samsung Galaxy S4 Smartphone marketing strategy. Limitations Any findings highlighted in this report are specially focused on the Samsung Galaxy S4 Smartphone and not the wider range of Samsung Electronics products or Samsung Galaxy S series of smartphones. Scope of the Report The purpose of report is to discuss the target market for this particular product and the four segmentations which are geographic, demographic, psychographic and behavioural. This report will also determine the promotional tools currently used for the Samsung Galaxy S4 and how these tools are being used. Developing the IMC objectives based on the response process being identified in the Samsung presentation and creating a new promotional tool for the target market and explaining its objectives. Lastly, discussing a creative strategy for the Samsung and justifying how it is appropriate the strategy in consideration of the target market needs and behaviour, and the company's financial position also, discuss the advantages and disadvantages. This information will be presented individually under subheadings as a formal report and the specific information resources came from textbooks, Samsung website and Internet. Samsung Galaxy S4 The Samsung Galaxy S4 is the latest Android Smartphone manufactured by Samsung Electronics. Firstly unveiled in New York City on 14 March 2013, it is the successor to the Samsung Galaxy S3 which maintains a similar design, but with upgraded hardware and increase focus on software features that it has the ability to detect when a finger is hovered over the screen and expanded eye tracking functionality (Techradar, 2014). The S4 was made available in late April 2013 on 327 carriers in 155 countries. Upon its release, it became the fastest selling Smartphone in Samsung's history; the company sold 20 million S4 units worldwide in the two months following the devices launch (Techradar, 2014). Target Market Segmentation Target marketing is a process of identifying one or more attractive market segments from the total market, and then developing marketing programs directed at one or more of these segments. There are four main bases for segmenting consumer markets and they are Geographic, Demographic, Psychographic and Behavioural (Belch & Belch 2012, p.46) The following segmentation descriptors table is relevant to the Samsung Galaxy S4 and, it will justify the selected descriptors. Base Descriptor Justification Geographic Region Samsung Galaxy was launched in very populated cities such as New York or Brisbane and others cities and also in rural and urban areas. With the past Samsung Galaxy models, they have a huge foothold in Asian countries and wanting to regain a chunk of the Northern American Market mainly the United States of America (USA) (Studymode.com, 2014) Demographic Age The largest proportion of users falls in