Brand Positioning of Samsung
Understand the Segmentation, Positioning, and Targeting of Samsung
Once known to be the low-quality service provider, Samsung is now one of the leading smartphone makers in the world. It took Samsung a lot of effort and millions of dollars to reposition themselves and reach a level that they are today.
Let’s have a look at the Brand Positioning of Samsung Mobile and how Segmentation, Targeting and Positioning helped them become one of the leading smartphone makers in the world.
Positioning of a brand starts with deciding on the customer segment that you want to target and what core proposition you want to promote to them so that you get the maximum output from it.
Segmentation means the splitting of the market into groups of end users who have:
1. Maximum similarity within each group
2. The maximum difference between groups
Segmentations is about segregating the target customers basis on the Age, Gender, Income, Lifestyle, Behavioural and Psychographic Segmentation
1. Age group: 22 – 55
2. Gender: Male and Female
3. Income: Samsung targets low middle class to high-income individuals
Dividing your customer personas or groups basis the geographical areas they reside in ( Rural and Urban) and then deciding on which segment area you want to target. Samsung targets both the rural as well as urban population.
Samsung launched its “Samsung Guru” for customers of rural areas as well as “Galaxy series” for urban areas. Samsung has a deep product mix and has products which cater to different customer segments and classes. Check out the marketing mix of Samsung to learn more about the product range that Samsung has to offer.
Demographic segmentation is basically segmenting customer groups basis the age and their earning potential.
For Samsung, the demographic segmentation lies between 22-55 age group and people from lower middle class to upper middle class. Samsung offers different products which start from Rs. 1,500 and go up to Rs. 80,000+. Hence there is something for everybody.
Psychographic segmentation is dividing your market based upon consumer personality traits, values, attitudes, interests, and lifestyles.
Psychographic segmentation is one of the most important segmentation in positioning a brand. It will allow you to better develop and market your products because there will be a more precise match between the product and each segment’s needs and wants.
Samsung too has products for people who make their choice based on their lifestyle. Samsung Galaxy series in one such series with innovative features and stylish design developed specially for high-end customers who like to flaunt and make a style statement with their smartphones.
Once the segmentation is done based on the above variables its time for deciding on which customer segments should be targetted. Targeting also plays an important role in deciding the marketing mix of the brand.
Samsung mobiles target a broad range of customers from different age groups, different social status, and different lifestyles.
1, They target youngsters, middle-aged as well as old age customer groups
2. They have smartphones for Rural as well as for urban region customers
3. They offer smartphones which are economical for middle-class people and also offer high-end phones for more affluent classes.
Learn more about the what is marketing mix and its importance
Positioning is a two-way battle
1. How do you position yourself in front of customers through the products and services that you offer, messages that you convey and marketing and promotional channels that you use?
2. How customer perceive and judge you basis all the above activities that you have done and this is what matters the most.
Hence, positioning is nothing but customer perception about your brand as being different from the other brands on specific dimension including product attributes.
Samsung positioned itself as a smartphone makes that produces the best quality products and it came up with new ideas to be more customer focused and creative in order to establish a strong brand image.
Samsung doesn’t have any particular tagline/slogan for the company as a whole; they prefer to use unique taglines for each and every product. They tend to promote and position their mobile phones/note/tab at all the 3 different levels of positioning.
Overall the positioning of Samsung looks good and they have products for each and every customer segment.
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