Samsung Commenced from the very beginning as a small scale export business in Taegu, Korea but has now acquired its position among the World’s top-most Electronic Companies, with its specialities in in Digital Equipments and Mass Media, Memory, Semiconductors and System Integration.
All thanks to the Founder Byung- Chull Lee for developing its roots On 1st March, 1938….!!!
An Broad range of goods and services is competing for the consumer’s dollar.( Wendell R. Smith). For Example, Samsung Gave Apple Stiff Competition in the US in 2015: Report
Figure 1: Consumer Rankings Source: http://www.phonearena.com,2016
NEED OF SEGMENTATION:
“ A COMPANY CAN’T PLEASE ALL THE CUSTOMERS. BUT IT CAN DELIGHT A SEGMENT OF THEM”.
- ( IACOBUCCI, fourth edition) .
Samsung has a capacity to draw in wide fragment of clients with a chance to associate individuals’ home and apparatuses with their cell phones and along these lines producing Samsung ecosystem system in individuals’ homes.
Market segmentation is a key element in marketing that is used to disintegrate heterogeneous demands, needs and wants into the distinctive groups of consumers (Dickson & Ginter, 1987 p. 4).
Haley (1968) and Wind (1973) proposed the segmentation of markets on the basis of advantages and profits looked up by alike number of customers. At the point when Samsung Customers purchase their telephones, the advantages they anticipate from it is Simple appearance, new and Updated highlights and sensible cost.
Samsung commands the Android share market ( 65% offer of all android gadgets) because of its unique selling point – voice enacted, hands free dialing got by the clients (Business Insider, 2016)
Samsung Segment Analysis:
Samsung Electronic things have four vital Segments: First is Partial-Insulators that contains capacity range and position things and also methods, for example, Cental processing units. Second is Visual Displays that is utilized to be known as ” Televisions and LEDS” however has been re-named Display Products (Samsung, 2010). The third position is Telecommunications that is for the most part versatile cell portable cellular telephones, however contains additional things and administrations for information transfers suppliers and PCs. Fourth and last is Client E-books, This gathering has redone headings from the Electronic Equipments to CE. (Strategicmanagementinsight, 2012).
In perspective to definitions of segmentation , Behavioral and Psychographic Segmentation are the ones that best suits the Samsung’s available Segmentation Strategy.
Samsung items are Available around the world, Their telephones sold in 61 unique nations making slight vaiations in the dialect and applications however the physical appearance is all inclusive.
Samsung has cellular phones for youngsters, age of 16-29, for business class men and white collar class and high class salary fragments( Samsung Guru which is for lower class workers whereas arrangement like Note and Galaxy S are for premium clients.)
People from Teens to mid-30’s who are enamored with new innovation, pink models for ladies, well informed individuals and even lower wage gatherings can stand to purchase less costly touch screen smooth phones.
“ MARKETERS SELECT THEIR IDEAL CUSTOMER SEGMENT(S) TO TARGET”. ( IACOBUCCI, fourth edition) Samsung mobiles have the going with target customers: Trendy adolescents, Professionals, Large associations, the typical telephone customers. Thus it follows Mass-marketing Segmentation including a wholesome group of consumers.
Samsung has, obviously, run comparable publicizing in the past — including the happy “Unicorn” smaller than expected arrangement that highlighted an anecdotal outline studio utilizing its SAFE innovation for Business.
Target is number driven as well as about gaining and holding clients.
WHAT IS YOUR POSITION IN THE MARKET AND HOW DO CUSTOMERS SEE YOU??
Positioning is about what and how the customer perceives the brand to be unique and distinct as compared to the substitute brands on specific judgement or opinion including product qualities.
The techniques grasped by Samsung to position itself in the Mobile Phone business area is that it focuses more on the genuine edge which begins from mid-to-top end sections of consumers. It has created Market and category in small towns as well. Samsung gives a Wider Care Network and simple Access to Samsung care line. It is a Pioneer in the 3G segment of cell telephones and in this way has Branded itself as an identical word for quality.
Samsung has Created a Unique Brand Image for itself as a top notch regard driven brand.
POSITIONG BY PERCEPTUAL MAPPING: Marketers and senior administrators like to see graphical portrayals of where there brands are and where their rivals are in the brains of their consumers. ( IACOBUCCI, MARKETING MANAGEMENT-FOURTH EDITION)
( Image source: labbrand.com Brand Positioning Strategies of the Rising Chinese Smartphone Brands).
To Conclude, the STP of Samsung gave a record advantages of $6.4 billion for the essential quarter of 2013, having sold a normal 69.4 million units, up 56 percent year-on-year. Right away it is taking a gander at more advancement by method for the lucrative business part…!
Lastly, don’t overlook your STP to contact particular crowds in financially savvy ways!
HAPPY TELEPHONING WITH SAMSUNG…!!!
- IACOBUCCI, MARKETING MANAGEMENT- FOURTH EDITION
- European Journal of Business and Management ISSN 2222-1905 (Paper) ISSN 2222-2839 (Online Vol 3, No.9, 2011 45 | P a g e
- Journal of Product Differentiation and Market Segmentation As Alternative Marketing Strategies by WendellR.Smith Winter 1995, Vol 4, No. 3Page 65
- International Journal of Engineering and Advance Technology Studies Vol. 3, No.1, pp.16-26, March 2015 Published by European Centre for Research Training and Development UK (www.eajournals.org)
Name: Ami Panjwani
Student Id- 216063531