Samsung Segmentation, Targeting, and Positioning
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1. Introduction
Electronics is a very competitive, fast-growing sector that necessitates massive R&D spending. Samsung is among the industry is the most important, renowned, and powerful companies. This South Korean technological behemoth was formed in 1969. The firm manufactures mobile phones, televisions, and other household goods, among other things. With its extensive expertise, a wide range of products, and ongoing developments, Samsung may be called a pioneer in the electronics business. Effective segmentation and positioning tactics played a critical part in the company's development and acquisition of a distinct market position. So, let's take a closer look at this behemoth and examine the techniques that have led to its success.
Segmentation, targeting, and placement on Samsung are a series of operations carried out in a certain order. The core of Samsung's marketing strategy is comprised of these actions. Segmentation is the process of splitting a population into distinct groups based on shared traits. Targeting is the process of identifying certain groups of people to be product and service customers. Finally, positioning is the process of selecting the marketing mix that is most suited to the target client category.
2.Market Segmentation of Samsung
Samsung caters to several market groups at the same time by delivering a variety of product and service packages. For example, Samsung SMART Signage professional displays come in a variety of sizes, screen resolutions, and capabilities, as well as a variety of pricing points. As a result, Samsung caters to the demands and desires of customers with various financial means. Samsung is well-known for copying its primary competitor, Apple's product design, functionality, and marketing approach. Some Samsung products, such as mobile image sensors, have a poor turnover rate at the moment. These products, on the other hand, were created with the expectation of increased sales in the future.
Samsung has a very large and diversified product portfolio. Over 50 manufacturing bases in various regions, as well as over 30 R&D facilities and roughly six design centers, are all part of the organization. Samsung has a wide range of items that may appeal to people of all interests, financial levels, and preferences. The company's goods are noted for their high quality and long lifespan. At the same time, Samsung's goods not only reflect but also determine current market trends.
3. Targeting of Samsung
Samsung goods are available in a variety of nations throughout the world. To reach a diverse consumer base, the organization employs a variety of sales methods. Samsung has been actively involved in sales and service agreements that are directly related to corporate sales. Samsung has distributors for selling its products at the same time. There is a country, territorial, and regional distributors for the firm. Different distributorship rights can be obtained by different distributors.
A distributor might be granted the authority to market all Samsung items or a specific product category to the public. This varies depending on the distributor's operational zone, experience, and size. Samsung also offers its goods in both small and large retail stores. Reliance Digital, Chroma, and other megastores are examples. Samsung employs internet sales and e-commerce platforms in addition to conventional sales channels. Samsung items are available for purchase on the company's official website.
4. Positioning of Samsung
For any business, well-designed and successful positioning may be a game-changer. When it comes to building a brand image in the minds of customers, positioning may be quite powerful. Samsung has a very standard positioning approach for a technology firm. Samsung employs positioning strategies that depend on the competitors. The firm is continually introducing new technologies that aid in the creation of a level playing field. Samsung keeps up with the times and maintains a leadership position among other strong firms in the sector thanks to new features, a new choice, and other novelties.
The curved screen is a distinguishing feature of this device. In the electronics sector, this notion is novel and game-changing. Samsung was able to pique customers' attention and curiosity by applying this technology. The giant's curved screen opened up new possibilities for itself and competitors who would either imitate the innovation or come up with something else to outshine Samsung.
6. Summary Mind Map Template
below.
Samsung, once recognized as a low-quality service provider, is now one of the country's biggest smartphone manufacturers. Samsung had to put in a lot of work and spend millions of dollars on reinventing themselves and getting to where they are now. Let's take a look at Samsung Mobile's Brand Positioning and how segmentation, targeting, and positioning helped them become one of the world's leading smartphone manufacturers.
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Table of Samsung Segmentation Targeting and Positioning:
| Type of segmentation | Segmentation criteria | Samsung target customer segment | ||
| Samsung IT & Mobile Communications | Samsung Consumer Electronics | Samsung Device Solutions | ||
| Geographic | Age | 18-65 | 25-65 | 25-60 |
| Gender | males and females | males and females | males and females | |
| Life-cycle stage | Bachelor and Newly Married Couples Full Nest I. II, III Empty Nest I, II Solitary Survivor I, II | Bachelor and Newly Married Couples Full Nest I. II, III Empty Nest I, II | Bachelor and Newly Married Couples Full Nest I. II, III | |
| Occupation | Students, employees, professionals | employees, professionals | Students, employees, professionals | |
| Behavioural | Degree of loyalty | Hard and Softcore loyal with some Switchers' | Hard and Softcore loyal with some Switchers' | Hard and Softcore loyal with some Switchers' |
| Benefits sought | User, friendly, quality functions and Overall high quality | User, friendly, quality functions and Overall high quality | User, friendly, quality functions and Overall high quality | |
| Personality | Determine and ambitious | Easygoing and Cost-conscious | Ambitious and Trendy | |
| User status | New users, potential users, new users | New users, potential users, new users | New users, potential users, new users | |
| Psycho-graphic | Social class | Middle class & upper class | Middle class & upper class | Middle class & upper class |
| Lifestyle | Mainstreamer, Successful, adventurous, and Reformer | Mainstreamer, Successful, adventurous, and Reformer | Mainstreamer, Successful, adventurous, and Reformer | |
7. Key Takeaways
To summarize, a variety of causes and actions influenced Samsung's current success. This organization has managed to retain its commitment to quality, enthusiasm, and dedication in all of its endeavors. Despite its success, the organization never stagnates and continues to expand via self-improvement, research and development, and market research. Furthermore, customers play an important role in Samsung's success. The firm has grown to be as important and strong as it is now because of a properly designed and efficient segmentation and positioning strategy.
Samsung also uses social media sites to post and notify people about new products and upgrades. This technological behemoth is also involved in a variety of activities and participates in several sponsorships for promotional purposes. Campaigns are often used by the firm for promotional objectives. The plans and incentives that the corporation delivers to its clients with its trade partners are another fascinating technique of advertising. You can see it clearly in the mind map template below, and with that, it is easily summarized what we have been discussing above. You can make a mind map just like this or choose any pre-made template from EdrawMind. They have amazing options for you to choose from and make a visually pleasing mind map.
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