SAMSUNG MOBILE
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.
SEGMENTATION
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.
Urban:
– Targeting urban youth with many handsets.
– Built in mobile features like 3G, wifi, GPS different operating systems. – Price range RS 1000 and above.
Rural:
– It has a better brand image in rural market.
The Business plan on SWOT analysis of Samsung Mobile in China
Strengths Weaknesses － Six Sigma’s Quality Control － Product Design of Fashion and Beauty － Advanced Technology and Innovative Capability － Peculiar Strategy to Attract Talent － Excellent International Brand Image －Operating strategy is conservative, and there is supplier shortage －Low contribution rate to the low-end consumer market －Rely heavily on Android System ,there is instability ...
– Samsung recently tied up with the Indian Farmers Fertilizer Cooperative. (IFFCO0 for rural telephony. – Special applications for rural market.
– Hinglish Messaging.
– Price range 1000-5000
DEMOGRAPHIC
Age:
15-21
21-35
35-60
60 and above
Price Rs 1000-10000
1000-20000
1000-35000
1000-10000
53 Handsets
68 Handsets
72 Handsets
53 Handsets
Family Size: – 1-2, 3-4, 5+ members
Gender:
Males
– 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 class: Middle class (Youth), Upper class (businessman) Lower class (workers)
PSYCHOGRAPHIC
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+.
Value
– offers various operating systems like Android, Windows Mobile for customers to choose for. -excellent after sales service having service centers in all over India. – functions rich phones atlow price, e.g Samsung GT- 3213
-Samsung App store
Conscious
– Samsung has good mouth publicity
High Techno Savvy
– Samsung provides latest technologies for it’s high techno savvy customers. Low techno Savvy
– Samsung provides various mobiles for low techno savvy customers like essential phones.
BEHAVIORAL
HOW LOYAL?:
– Good brand image form other electronic products.
– Value for Money Product
– Many service centers across India.
SOCIO-ECONOMIC
Low Income
Middle Income
Higher Income
Price 1000 – 5000
Price 5000 – 15000
Price 15000 – 35000
35 Products
48 Products
11 Products
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:
The Research paper on What Factors Affect The Demand Of Mobile Telephone Products?
This project is about analysing the factors affecting the demand of mobile telephone products. The case study that will be included is the current state of the UK mobile telecommunications market. The operators to be examined are the four major operators in the UK: BTCellnet, One2one, Orange and Vodafone. The case study for this project will be based on the current state of the UK mobile ...
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.
