Samsung Segmentation, Targeting & positioning
- 2. It was established in 1938 by Founder Byung Chun Lee as a trade and export company in Korea. They used to sell fish, vegetables and fruits to China. It became the co-operation in 1951. From 1958 Samsung began to diversify its business to other sectors like financial, media, chemical and ship building. In 1969, Samsung electronics was established producing Television, Radio, Mobile, Computer and other electronic devices.
- 3. In 1993, Chairman Lee gathered his colleagues and laid out a plan to transform Samsung, then it became one of the most powerful electronics manufacturer on earth. He decided to go through the high-volume, low-quality manufacturer to a high- quality one. Firstly, they decided to make the key components for that industry which requires lot of money to manufacture & they started with micro processor and micro chip. In 1991, Samsung started making LCD panels it sold to other television brands. In 1994 it started making flash memory for devices such as iPod and smart phones. The bigger screens proved to be a major selling point for Samsung.
- 4. Samsung Electronics (Mobile Division) operates in one of the most competitive markets of the world. According to the US Federal Communication Commission 67 new Smartphone devices are introduced every year. Samsung traditionally had a conservative image that focused on low-price products for the lower end of the market.
- 5. With low prices it was able to compete in the lower-market whereas in the upper market it had lesser penetration. To penetrate the upper-market Samsung had to give up their lower-market position and focus on innovation and perceiving a higher brand value.
- 7. OVERVIEW -STP • Segmentation - grouping consumers by some criteria Targeting - choosing which group(s) to sell to Positioning - consumer perception of a brand or product relative to the perception of competing brands or products
- 8. I. SEGMENTATION One of the fundamental principles of marketing is the segmentation of the market. Segmentation means the splitting of the market into groups of end users who are: Based on recent Marketing definitions, Behavioural and Psychographic Segmentation are the definitions that best represent Samsung‘s current Segmentation Strategy.
- 9. a. Geographic It has Samsung Guru Segment for rural areas as well as Galaxy, Note segment for urban areas. Samsung is one of the largest manufacturers of mobile phones and it shares the highest cell phone customers with Nokia in India. It has something for everyone.
- 10. b. Demographic Demographic segmentation is basically segmenting customer groups basis the age and their earning potential. For Samsung, the demographic segmentation lies between 22-55 age group and people from lower middle class to upper middle class. Samsung offers different products which start from Rs. 1,500 and go up to Rs. 80,000+. Hence there is something for everybody. Like Guru, galaxy, note
- 11. c.Psychographic Samsung mobile is available for those customers too who have their choice based on their lifestyle. Samsung came with some so fancy mobile phones specially for girls and cheaper touch screen stylish phones so that everyone can enjoy touch screen The rate of normal mobiles. Samsung has its range of mobile phones start from 1200 to lakhs
- 12. c. Psychographic Psychographic segmentation is one of the most important segmentation in positioning a brand. It will allow you to better develop and market your products because there will be a more precise match between the product and each segment’s needs and wants. Samsung too has products for people who make their choice based on their lifestyle. Samsung Galaxy series in one such series with innovative features and stylish design developed specially for high-end customers who like to flaunt and make a style statement with their smartphones.
- 13. II. TARGETING After segmenting the market based on the different groups and classes, the targets need to be chosen. Samsung mobiles target a broad range of customers from different age groups, different social status, and different lifestyles.
- 14. Samsung mobiles have the following target customers: Trendy young people Professionals Large businesses The common cellular phone users Organizations such as: services to public safety, the government, and both utility and manufacturing enterprises Institutional sales for colleges Target is not only number driven but also about acquiring and retaining customers.
- 16. The entry-level models from the A series are solid devices for a low price. Starting at the Samsung Galaxy A40, smartphones from the A series are mid-range devices in terms of price. Some devices may be slightly more pricey and may perform better. These phones are also better in terms of their camera, computing power, and casing. Do you want one of the very best smartphones? If so, opt for a device from the S series.
- 17. III. POSITIONING Positioning is about the customer perception about the brand as being different from the other brands on specific dimension including product attributes.
- 18. The strategies adopted by Samsung to position itself in the Mobile Phone market are as follows: It focuses more on the real margin which comes from mid-to-high-end segments Samsung Concept Store Market making & category creation in small towns Wider Care Network
- 19. Access to Samsung care line Pioneering in the 3G segment of mobile phones. Branded itself as a synonym for quality. Created a Unique Brand Image for itself as a high end value driven brand.
- 20. Samsung positioned itself as a smartphone makes that produces the best quality products and it came up with new ideas to be more customer focused and creative in order to establish a strong brand image. Samsung doesn’t have any particular tagline/slogan for the company as a whole; they prefer to use unique taglines for each and every product. They tend to promote and position their mobile phones/note/tab at all the 3 different levels of positioning. Overall the positioning of Samsung looks good and they have products for each and every customer segment.
- 21. Thank you