Marketing Segmentation of Mobiles

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Marketing Management
Assignment 1

Product Segmentation of Samsung Mobile Phones
 SEC Classification  VALS Segmentation

SEC Classification :
No. of Durable s None Educati on level (Refer Note 1) A SEC Samsung Model No. Guru E1081 E1200 E1205 E1175 Star S5233 B130 Guru 100i GuruB1125 Guru 2130 Price in Rs. Picture of Model Remarks

E3

Rs. Rs. Rs. Rs. Rs. Rs. Rs. Rs. Rs.

979/1,000/1,180/1,245/1,299/1,690/1,670/1,999/1,770/-

Average monthly income of people in this SEC would be below Rs. 2,500 p.m. and they would prefer to buy cheapest and simple entertainment phone costing less than Rs. 1,500. Average monthly income of people in this SEC would be between Rs. 2,500 – 5,000 p.m. and they would prefer to buy simple cell phone costing less than Rs. 2,000.

1,2 None,1, 2 None,1 None,1 None None 3,4 3 2,3 2,3 1,2

A B C D E F A B C D E E1,E 2

Hero E2232 Guru E2120 Metro E2252 D2

Rs. 2,130/Rs. 2,240/Rs. 2,480/-

Average monthly income of people in this SEC would be between Rs. 5,000 – 10,000 p.m. and they would prefer to buy simple cell phone costing less than Rs. 2,500.

1 None, 1

F G D2

Metro C3520 A707 Chat E222

Rs. 2,969/Rs. 2,990/Rs. 2,990/-

Average monthly income of people in this SEC would be between Rs. 10,000 – 15,000 p.m. and they would prefer to buy cell phone costing less than Rs. 3,000. Average monthly income of people in this SEC would be between Rs. 15,000 – 20,000 p.m. and they would prefer to buy entertainment phone costing less than Rs. 4,000.

2 2

F G D1

Metro E2550 C5010 Champ C3330 A687 Corby S3653

Rs. Rs. Rs. Rs. Rs.

3,190/3,199/3,329/3,999/3,999/-

2

5 4 4 3 3 3

A B C D F G

C2

Chat S5270 Metro C3752 Primo S5610 Metro S5200 Corby B3210 Star2 S5263 Star3 Duos S5222 Corby Pro B5310 Galaxy Y S5360 Wave Y S5380 C6112

Rs. Rs. Rs. Rs.

4,477/4,500/4,990/4,530/-

Average monthly income of people in this SEC would be between Rs. 20,000 – 25,000 p.m. and they would prefer to buy entertainment phone costing less than Rs. 5,000. Average monthly income of people in this SEC would be between Rs. 25,000 – 30,000 p.m. and they would prefer to buy dual sim phone costing less than Rs. 6,500.

Rs. 5,300/Rs. 5,499/Rs. 5,599/Rs. 5,999/Rs. 6,100/Rs. 6,899/Rs. 6,890/-

C2

6,7 5 5 4 4 6 6 5

A B C D E B C D

C1

Average monthly income of people in this SEC would be between Rs. 30,000 – 35,000 p.m. and they would prefer to buy cell phone costing less than Rs. 7,000.

B2

S 5620 Galaxy Y I509 Galaxy 3 I5801

Rs. 7,190/Rs. 7,490/Rs. 7,999/-

Average monthly income of people in this SEC would be between Rs. 35,000 – 40,000 p.m. and they would prefer to buy smart phone costing less than Rs. 8,000. Average monthly income of people in this SEC would be between Rs. 40,000 – 50,000 p.m. and they would prefer to buy smart phone costing less than Rs. 10,000.

4 4

F G B2

B 5722 Duos Diva S7070 Wave 575 Wave 533 Galaxy Y Pro Duos B5512 Galaxy 551 Galaxy Ace Duos S6802 Wave2 S8530 Omnia W I8350

Rs. Rs. Rs. Rs. Rs.

8,200/8,300/8,499/8,799/9,277/-

8, 9+ 7 7 6 5 5 5

A B C D E F G

Rs. 11,349/Rs. 12,200/Rs. 14,885/Rs. 14,990/-

B1

Average monthly income of people in this SEC would be between Rs. 50,000 – 70,000 p.m. and they would prefer to buy smart phone costing less than Rs. 15,000.

3

8, 9+ 8, 9+ 7,8 6,7 6 6 9+ 8,9+ 7,8 7,8 9+ 9+

B C D E F G D E F G F G

A3

Wave 3 S8600 Galaxy Tab 2 P3100 Infuse 4G Galaxy S Plus I9001 Pixon M 8800 Galaxy R i9103 Galaxy Tab 7 Plus 620 Galaxy Nexus i9250 Note N7000 Galaxy Beam Galaxy S3 I9300

Rs. 15,490/Rs. 18,990/Rs. 19,299/Rs. 19,849/Rs. 20,270/Rs. 21,170/Rs. 22,900/Rs. 25,990/Rs. 30,490/Rs. 35,000/Rs. 37,690/-

Average monthly income of people in this SEC would be between Rs. 70,000 – 90,000 p.m. and they would prefer to buy smart phone / tablet costing less than Rs. 20,000.

A2

Average monthly income of people in this SEC would be between Rs. 90,000 –...
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