Objectives of Marketing
Samsung is recognized as a quality and reliable smartphone manufacturer due to its innovative products. The company manufactures phones according to dynamic customer requirements. The South Korean conglomerate has earned unbelievable fame and profit due to its smartphones. Its smartphones have become a symbol of quality. When it comes to buying an Android phone people prefer to buy Samsung phones. The company isn’t only known for its products but it is famous for its supreme customer services as well. It has a faster customer service so people buy its products. The most powerful and influential aspect of the marketing mix is the product variation. Previously, the company worked hard and faced many difficulties as compared to its competitors. Samsung Company is a relatable and authentic brand but when it comes to buying home appliance it can’t beat LG. The market, quality, and service of LG are better than Samsung. LG is the first company to introduce something unique and innovative while Samsung also tries to provide excellent products by using the latest technology.
There are many direct and indirect retailers working with Samsung and they sell its products. They have included Samsung in their list because the company is known as a world’s famous brand. The company serves as the best alternative for consumers and it offers different electronic products including LCDs and laptops. Customers like to buy products from Samsung because the company offers discounts, less concentration is required for monitoring of distribution channels, and they pay the minimum to distribution channels. For example, Samsung offers discounts every now and then, hold sponsor events, and engage with national and international events and festivals.
Samsung Marketing Strategies
Samsung uses different approaches and strategies for its promotion so customers attract toward the brand and buy
its products. Therefore, the marketing strategy of the company is strong and it helps the firm to grow and make progress in multiple aspects. Moreover, it is worth mentioning that the South Korean firm gave a chance to non-famous people to contribute in this breathtaking commercial so that they can advertisement winning. Therefore, a successful commercial can increase public image of the company.
Segmentation
According to the current marketing definition,
Psycho-graphic and Behavioral segmentation are those definitions that represent existing segmentation strategy of Samsung in the best way.
Geographic
The company has made a Galaxy segment for urban areas and Samsung Guru Segment for rural areas. The South Korean firm is known for manufacturing quality phones and it has the largest market share as compared to other mobile phone makers. The company has added different mobile categories with a specific budget bracket in its lineup. Thus, there is something for everyone in Samsung stores.
Also Study: Samsung Strategic Brand Reputation Analysis Report
Demographic
The company offers the smartphone for youth under the 16-29 age groups. Middle-class people can use Samsung Guru because they can easily afford it, it is the number one choice for lower class workers. The Guru smartphone comes in many variants and it is available with the 3G facility as well. If you are looking to buy a 3G phone at cheap rates then opt for this smartphone. While Samsung Galaxy series is for middle-class people and especially those people who want to buy a quality smartphone with latest features. This classification shows that the company cares it customers and it offers mobiles to customers according to needs, budget, and requirements. Samsung has also made an alliance with some IT industry leaders for introducing relevant enterprise solutions. It will offer comprehensive solutions through the implementation of the latest technology. Samsung Galaxy S6, S7 is the number one choice when it comes to using mobile at the enterprise level. The company offers strong security features so data of professionals is safe and they can reach their data anytime anywhere.
Psychographic
Samsung caters to those people as well who buy a mobile according to their lifestyle. The company offers some conjure phones as well such as Samsung S7 comes in Pink Gold color, which is especially for women. The company offers cheaper phones as well in the range of $120-$200 While, the mid-range mobiles start from $250 and can be purchased in $400. The high-end devices carry a high price tag and the come under $500-$800 price range. Customers have a liberty to choose a mobile according to choice, lifestyle, and budget.
Targeting
After making market segments on the basis of different classes and groups, the targets need to be identified and chosen. The company targets various customers and some of them are young people who adopt fashion and latest technology quickly, executives, business owners, professionals, students, and other common users of mobiles. Every kind of company can use mobiles of Samsung because they have a user-friendly interface. Moreover, the company offers discounts as well through its promotions. The target of the company is not only attracting more customers but retaining loyal customers as well.
Positioning
Positioning refers to the customer awareness about a brand and its uniqueness as compared to others. Products can be positioned on the basis of product attributes and features. The company has adopted different strategies for positioning itself in the smartphone market and some of these strategies are subsequent,
- Samsung put emphasis on the real margin that is generated especially from mid-end and high-end customer segments.
- Promote products through Samsung concept stores.
- Devices have categorized in the market according to features, functions, and price.
- The care network of the company is wider.
- The company offers access to its care line to its valuable customers.
- It is the pioneer company who introduced 3G into smartphones, the company brings innovative products with the latest technology.
- The major objective of the company is to brand itself as a synonym for quality so when it comes to buying quality products customers choose Samsung. The firm has created worth of its products by giving importance to quality.
- It has created an image of a unique brand and people know it as a high-end brand.
Also Study:
Process Improvement in the Production of Samsung Galaxy Note 7