Samsung Electronics Marketing Essay Example for Free

Samsung Electronics Marketing EssaySAMSUNG MOBILESamsung Electronics (Mobile Division) operates in one of the roughly 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 identify and focus on innovation and perceiving a higher brand value. SEGMENTATIONGEOGRAPHICIt has Samsung Guru Segment for rural areas as well as Galaxy separate 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.Urban Targeting urban youth with many handsets. Built in mobile features like 3G, wifi, GPS antithetic operating systems. damage range RS 1000 and above.Rural It has a better brand image in rural market. Samsung recently tied up with the Indian Farmers Fertilizer Cooperative. (IFFCO0 for rural telephony. Special applications for rural market. Hinglish Messaging. Price range 1000-5000DEMOGRAPHICAge15-2121-3535-6060 and abovePrice Rs 1000-100001000-200001000-350001000-1000053 Handsets68 Handsets72 Handsets53 HandsetsFamily Size 1-2, 3-4, 5+ membersGenderMales All categories except Samsung Pink Phones.Females Specially designed Samsung Pink Phones e.g Samsung B3310 pink, F48o Tocco pink, J700 pink, U900 Soul pink, L770 pink, U600 pink, G600 pink and F480 Tocco. Social air division Middle class (Youth), Upper class (businessman) Lower class (workers)PSYCHOGRAPHICSamsung came with some so fancy mobile phones specially for girls and cheaper touch screen stylish phones so that everyone can fuck touch screen The rate of normal mobiles. Samsung has its range of mobile phones start from 1200to 32,000+.Value offers various operating systems like Android, Windows Mobile for customers to choose for. -excellent after gross revenue service having service centers in all over India. functions rich phones atlow price, e.g Samsung GT- 3213-Samsung App storeConscious Samsung has good mouth publicityHigh Techno Savvy Samsung provides latest technologies for its high techno savvy customers. Low techno Savvy Samsung provides various mobiles for low techno savvy customers like essential phones.BEHAVIORALHOW LOYAL? Good brand image fake other electronic products. Value for Money Product Many service centers across India.SOCIO-ECONOMICLow IncomeMiddle IncomeHigher IncomePrice 1000 5000Price 5000 15000Price 15000 3500035 Products48 Products11 ProductsTARGETINGAfter segmenting the market based on the different groups and classes, the targets need to be chosen. Samsung mobiles have the following target customersTrendy early days 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(prenominal) number driven but also about acquiring and retaining customers.POSITIONINGPositioning 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 theMobile Phone market are as follows It focuses more on the real margin which comes from mid-to-high-end segments Samsung Concept StoreMarket making category creation in small townsWider Care Network get to to Samsung care linePioneering 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.