Samsung Marketing
Samsung Marketing
| Market Segment | Product | Pricing (Strategies and Tactics) | Place | Promotion | Notes |
| Power users | Samsung galaxy S series | Adopts the skimming price technique | Available in all Samsung licensed retailers and distributors |
Promotion is done by use of local medias and newspapers all over the world. Posters and Hoardings are also put up in major cities | This products appeals to all people who value power |
| Young generation | Galaxy youth | Price reduces as competition increases | Available in all Samsung licensed retailers and distributors
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Promotion is done in youth friendly media and magazines. Celebrities are also used in promotions. | This product targets the young people who are more internet friendly |
| Professionals | Galaxy note series | Price reduces as competition increases | Available in all Samsung licensed retailers and distributors | Promotion is done is career based magazines, business magazines, and in career friendly local medias. | This product is office friendly with features to enable digital scrap booking, note-taking and split-screen multitasking. |
| Photo enthusiasts | Galaxy Zoom | Price reduces as competition increases | Available in all Samsung licensed retailers and distributors | Promotion is done in photographic magazines and other medias such as Nat Geo, | This product favor photo enthusiasts with its features enabling photo sharing, optical zoom control and 16M BSI CMOS Sensor |
| Budget friendly buyers | Galaxy Grand | Price reduces as competition increases | Available in all Samsung licensed retailers and distributors | Promotion is done in most of the local medias and newspapers. Posters are also put up in high population cities. | This product is budget friendly and accepts two regular Sims. |
The above segmentation is based on consumer interests and activities. The Samsung galaxy S series targets consumers who are interested in power saving and usage. It allows the users to do many things at once while stills maintaining power for a longer time. The marketing mix for the product concentrates on power usage. It is promoted in local Medias and newspapers. It targets people of all type and age.
The Galaxy youth targets the youth who are more internet and social media friendly (Daivanayagam, 2014). The product pricing considers the affordability of the consumer it is mostly marketed in youth friendly Medias such as social media, youth magazines and entertainment media. Promotions specialize mostly on its internet accessibility, speed, storage capabilities and preinstalled social media apps.
The galaxy note series is for the professionals. It is equipped with features and apps that enable multi tasking. Scrap-booking, note taking among others. The price of the product is standard for the working middle class. It is promoted mostly in career friendly magazines and other professional magazines such as economic times.
The galaxy zoom is equipped for photography. It is enabled for instant photo sharing and optical zoom control (Daivanayagam, 2014). Its price is relatively high but price reduces as other players in the market incorporate such features in their products. It is promoted on local media and photographic magazines.
The Galaxy grand is very budget friendly. Its promotion dwells mostly on its dual sim capability. It price friendly considering it can accommodate two regular Sims. It is available in all parts of the world and is promoted in local Medias and posters put up in highly populated cities.
Reference
Daivanayagam, U. (2014). Samsung’s Strategy for mobile market segment. Retrieved March 12, 2016, from http://maktechblog.com/samsungs-strategy-for-mobile-market-segment/
Solomon, M. R. (2014). Consumer behavior: buying, having, and being. Engelwood Cliffs, NJ: Prentice Hall.
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