introduction
Samsung Electronics is published in south Korean and it’s a multinational company the head office is in Suwon in south Korea .with the sale network and the assemble plants in 61 countries around the world .Samsung company has also around 160.000 employees.in 1991 the created the first mobile handset and in April 2009 Samsung launched the galaxy line of the smart phones.
Aim of the report
To Identify the targeting,segmentation and positioning strategy followed by the Samsung choosing Samsung galaxy sll and to know the importance of the online and offline advertisement.
Segmentation
In the segmentation term they use the demographic and the geographic segmentation.they assurance in the physio graphic and the behavioral segmentation.In demographics statics its showing the users are 20- 40 years where the located geographically in the urban areas.the physiology of the consumer behavior is most important thing that’s make Samsung give all there focus to know the consumer need better and to be different in the market and avoid the market noise.
Targeting
Samsung have a different target of audiences for example:the social and the young users who is between age of 18-30 for people how work hardly and try to make some money to buy a smartphone because the have a limited budget. This people or group of people the like to be or stay connected with their family and friends.also the like to use the social media like twitter ,Facebook,LinkedIn.the like to be connected with there friends by playing online games together.social user are different from the young user the need to be connected with other people all the time they try to keep the conversation as long as the can.also there is the health emphasis users they...
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...users how like music also there is the talk radio which likely to hear from the oldest user.
Print media
Magazines is one type of the print media used to many segment for Samsung audience.women's like to read about fashion ,women's health or women's life style and the men they are like to read about health,sports and lifestyle.the other type of the print media are the newspaper it can used to attract the local and national audience.
Internet
Samsung users can inter Samsung website and find the information or news about any product .also Samsung can make an advertise in a another websites such as search engines websites or news website and user can find videos play on YouTube .internet media can make Samsung connected with audience and what the want by Facebook or twitter websites.
Conclusion
Segmentation variables can be classified into four major classes; geographic, demographic, psychographic and behavioural. The use of these categories either individually or in combination assists companies to identify and establish market segments which is relevant to the product or service they are offering. This in turn helps these organisations to evaluate the relevant segments to choose the pertinent target market.
Segmentation, targeting and positioning are the fundament of modern marketing (Proctor, 2002, p. 188, as cited in Harris and Schaefer, 2015).
Samsung’s cost advantage is clearly visible from the comparison of costs (and their elements) that were borne by the company and its competitors in 2003 (Tab. 3): Samsung’s overall cost was 24 per cent lower than the weighted average cost of the other four producers; two most significant elements of the cost structure, i.e. raw materials and labour, were 36 and 27 per cent lower respectively. When expressed by means of a relation of average selling price to costs (“productivity” of cost elements), the differences are even more visible (comp. Tab. 4 ): overall superiority of Samsung over its competitors exceeded 51 per cent!
This segmentation variable combines the elements of the consumer’s demography and geography. These are the measurable characteristics of the consumer’s age, gender, cultural diversity, occupation, income level, family life cycle and their physical geographical location. (Gabbott, M., 2004, p. 159-160).
Many factors should be addressed when defining a target market. These factors include market segmentation, product life cycle, and the four "P's" that make the marketing mix. Market segmentation is the process of dividing a total market into market groups consisting of people who have relatively similar product wants and needs. There are four major segmentation variables: geographic, demographic, psychographic, and behavioral. Geographic segmentation includes world region, country region, city, density, or climate. Demographic segmentation can consist of age, gender, income, occupation, education, race, religion, or nationality. Social class, lifestyle, and personality fall into the psychographic segment. The behavioral segment divides buyers into groups based on their knowledge, attitudes, uses, or responses to a product (Bethel, 2007). Once the market segment is identified, that market can be targeted.
...ts. Since they both target the same number of people Samsung, with its thin, sleek swanky phones poses a great threat to Motorola at the global level. Rivals LG are not far behind. LG Chief Executive Nam Yong recently stated that they too would try to exploit Motorola’s current low phase to sharply increase their market share.
Nowadays, Segmentation, Targeting and Positioning (STP) is the most used strategic way in Marketing. It is the prime of the available methods that are applied to create marketing models in practice. This model is beneficial when making marketing communication plans because it aids marketers to prioritize ideas and thereby create and advertise unique and appropriate slogans to communicate with various segments this is a segment based strategy rather than a product based strategy. This strategy enables to communicate more appropriate messages to product appealing segments.
Market segmentation allows marketers to easily categorise customers in order to identify target markets and products for certain types of customers. Elaborating on this, Pine, Peppers and Rogers (1995) mention that market segmentation is a set of broad characteristics that focus on a group of customers. Furthermore, Kotler (1988) states that segmentation is the act of separating a specific set of customers, that open up markets, with apparent needs, behaviours and characteristics that require specific products. With this being said, marketers use this foundation in order to build and gain more information to target certain markets.
Samsung is an innovative company that focus highly on quality and specialised products, they became an electronics company in 1969 and they released their very first mobile phone in 1988. In 2006, they became the global leading brand within the television market and in 2011, they became the latest smart phone provider in the world and their successful innovation is furthermore expanding. Today Samsung Electronics has proven to be one of the most successful global brands to follow.
On average users between the ages of 18-34 spend four hours on social media (cite it). It might seem like four hours are not a lot, but it is a lot of time. There are many things these young people could be doing, like working on their writing or communication skills. Social media are websites and applications that enable users to create and share context or to participate in social networking. Some examples of social media are Facebook, Instagram, Twitter, Tumblr, Snap chat and much more. Every two years, or so, a new form of social media comes out. There are ways users can access their accounts through their computers, smartphones, IPods, IPads, tablets and other forms of electronic devices. Smartphones are cellular phones that perform
This case study analysis is on Samsung Electronics Company (SEC) and how it has climbed up the ranks in the past decade via calculated marketing strategies, extensive market research and analysis, and a risky bet on how the market will evolve. Samsung’s principle outlook took time and education from within and thereafter the general market.
Social media has make the world become a global village. In the global village, everyone can search many different information on the Internet. “Social media marketing is an influential marketing method” (Chang, 2014). Many different countries people will see the information, if company put the information in the social media. Communication was a very big problem because different countries have different language, but the company can use social media send the different kind of language information to different countries. So social media can expand internationally market. Also, social media can use different way to show information, like news, blog, picture, website or video. Newspaper and magazine can’t use video to show those information about the company. Many people will happy to look this microblog when their friend share this microblog of the produce with an interesting video. And good company always know what’s the large target group for their produce. If the company can know what the best target group is, then the company can find that group easily in the social media platform because there have many different types social media platform, people who have different age, people who have different job or different hobbies always use different social media platform. So social media can help the company find their customers more
In the year 1993, “new management initiative” started transform Samsung from a “cheap OEM” to a high value-added products provider”. At this point, company realized to take the brand to global platform and started thinking the importance of global positioning and the powering the brand. Initially, management targeted to build corporate brand image across 200 countries with focus on 17 selected products. But, in the early period, internal challenges of marketing misconceptions among the top level managers turned down efforts of this visionary growth measures.
As in Indonesia, this social media marketing phenomenon has been growing rapidly in these past few years. Social networks are an indelible element of the online world in Indonesia and a reflection of the social nature of the country’s culture. With cheap smart phones and affordable internet, it is becoming easier to access Internet. Therefore, social media marketing has also become popular among Indonesian companies.
In general, SNS is used by young people for peer communication (Barker,2012). Review the friend list of one’s Facebook or Instagram, most of his friends are his peer with close age and background. To explain it, the term social identity gratification is introduced by Barker (2012) to describe those behaviors in terms of sociology. People within their generation will do something unique to be distributed from their fathers and grandfathers. It could be weird for that a young individual dose not have a Facebook account in America and is highly likely to be regardeded as an oddball by today’s young generation. For senior generation, they spend much less time on SNS because it is not their way to amuse and peer communicate. They might prefer to use traditional ways for long distance communication like email, telephone and even letters. In terms of gender, women’s continued intention to use SNS can be affected more by the number of peer connection online. But it does not work for men. Another fact is that people usually do not realize their purpose. If we force a young college student to stop browse SNS on cellphone, he will feel inexorably uncomfortable, which might be slight or strong. But the point is that he cannot explain why. The difficulty is similar to ask someone to describe the taste of salt. We all know “salty” is a terrible