Market Segmentation Of Samsung's Market Segmentation In India

The process of dividing the markets into distinct homogeneous sub- groups of consumers with similar needs or characteristics that lead them to respond to the marketing programmes in a similar is called market segmentation.

APPLE: - Apple has a demographic market segmentation in India like age and income segmentation. It focuses on capturing the attention of youth and elite few. The young are targeted due to their love for technology and music and being price insensitive. They are more receptive to new and emerging technologies. Higher middle class and rich people are targeted. Also the company, to attract the market segments and capture the market share, positioned itself as the premium brand delivering innovative and simple design products.to

• Psychographic segmentation: - Products are based on lifestyle, values, personality of people. Eg. colourful laptops and phones for people who prefer them.

MICROMAX:- The market segmentation of micromax varies according to its products. It is mainly demographic segmentation based on income, gender or rural or urban areas. It mainly targets youth and professionals of middle class income society. People who buy according to a fixed budget and want more applications prefer micromax. Its products are usually pocket friendly.

SAMSUNG: - The market segmentation of Samsung in India is of three types: -

• Demographic Segmentation:

ANS: -

One of the most important marketing strategy is differentiation strategy. It is necessary to differentiate the brand as there are more competitors in the market which makes the product identification difficult. Thus all top companies use differentiation strategies.

Micromax:- The company has a price differentiation strategy. It is the most used form of differentiation. It targets the price sensitive segment. Price differentiation is the biggest weapon in the hands of marketers.

Apple: - Innovation or invention is the best way to implement differentiation strategy. By innovation, a product becomes the first entrant in the market making the company a market leader. Regular R&D expenditure are required for innovation. Apple uses such innovation strategy.

Samsung: - Samsung has Product level and price differentiation strategy. In product level strategy, differentiation is executed at product level. On the other hand, price differentiation is most commonly used differentiation method. Samsung uses price differentiation to target cream segment as well as the price sensitive