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    Animesh Shekhawat Marketing

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    Samsung traditionally focused on low-cost products but to penetrate the upper market it had to focus on innovation and higher perceived brand value. Samsung segments the mobile phone market geographically, demographically, and psychographically. It targets trendy young people, professionals, businesses, common users, and institutions. Samsung positions itself as a high-end, value-driven brand through strategies like focusing on mid-to-high end segments, concept stores, pioneering 3G, and creating a unique brand image as synonymous with quality.

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    Animesh Shekhawat Marketing

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    Animesh Shekhawat
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    Samsung traditionally focused on low-cost products but to penetrate the upper market it had to focus on innovation and higher perceived brand value. Samsung segments the mobile phone market geographically, demographically, and psychographically. It targets trendy young people, professionals, businesses, common users, and institutions. Samsung positions itself as a high-end, value-driven brand through strategies like focusing on mid-to-high end segments, concept stores, pioneering 3G, and creating a unique brand image as synonymous with quality.

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    Samsung traditionally focused on low-cost products but to penetrate the upper market it had to focus on innovation and higher perceived brand value. Samsung segments the mobile phone market geographically, demographically, and psychographically. It targets trendy young people, professionals, businesses, common users, and institutions. Samsung positions itself as a high-end, value-driven brand through strategies like focusing on mid-to-high end segments, concept stores, pioneering 3G, and creating a unique brand image as synonymous with quality.

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    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    29 views2 pages

    Animesh Shekhawat Marketing

    Uploaded by

    Animesh Shekhawat
    Samsung traditionally focused on low-cost products but to penetrate the upper market it had to focus on innovation and higher perceived brand value. Samsung segments the mobile phone market geographically, demographically, and psychographically. It targets trendy young people, professionals, businesses, common users, and institutions. Samsung positions itself as a high-end, value-driven brand through strategies like focusing on mid-to-high end segments, concept stores, pioneering 3G, and creating a unique brand image as synonymous with quality.

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    of 2

    The STP Marketing Model can help you to analyze your product offering and the way you

    communicate its
    benefits and value to specific groups.
    STP stands for:
    • Segment your market.
    • Target your best customers.
    • Position your offering.
    The model is useful because it helps you to identify your most valuable types of customers, and then develop
    products and marketing messages tailored to them. This allows you to engage with each target group more
    effectively, personalize your messaging, and – ultimately – increase your sales
    ------
    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. 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. The following is the STP Analysis of Samsung Mobiles.

    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:
    1. Maximum similarity within each group
    2. Maximum difference between groups.

    Based on recent Marketing definitions, Behavioural and Psychographic Segmentation are the definitions that
    best represent Samsung’s current Segmentation Strategy.

    · GEOGRAPHIC
    It has Samsung Guru Segment for rural areas as well as Galaxy 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.

    · DEMOGRAPHIC
    Samsung has mobile phones for youth, age of 16-29, for businessmen etc. for middleclass youth it has
    Samsung Guru which is for govt. lower class workers also. Guru has many variants; it is coming in 3G also. It is
    a good option if you want to get a cheap 3G handset. Samsung Galaxy is a good option for youth as it has
    many attractive features as Wi-Fi, 3G. Galaxy is also for Businessmen.
    Samsung has partnered with IT industry leaders to bring you the most relevant enterprise solutions and the
    most comprehensive mobile implementation of Exchange ActiveSync. Decidedly adept in security concerns
    and the answer to your every business need, the Galaxy S II is ready for serious enterprise usage.

    · 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 1200to 32,000+.

    TARGETING:
    After segmenting the market based on the different groups and classes, the targets need to be chosen.
    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.

    POSITIONING:
    Positioning is about the customer perception about the brand as being different from the other brands on
    specific dimension including product attributes.

    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
    — 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

    By - Animesh Shekhawat

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