Samsung Analysis Marketing Mix
Samsung touchphones and smartphones have three levels of product: core (they are communicational and fast computing devices), actual (they are branding stylish, have high quality, great packaging and features), and augmented (they are added with local repair and free upgrade services, the warranty). The following products have high quality phone features, accessories; including headphones, charger, manual, and a stylish package (Park, 2009).
In relation to the prices the company adheres the average prices. The prices above that level were set only by Nokia. Other competitors have lower prices. Samsung Incorporation uses the market-based method (the leader + psychological pricing), settling up the prices. Until recently, the market leader in touch devises was Nokia. The prices for all models with the odd numbers are a little less than a round ones (Park, 2009).
The company has three types of promotion (Yu, 1998): 1. Selective. The company provides distribution of its products only through intermediaries, who own special skills that allow them to offer these products to market more effectively; 2. Intensive. The priority is to achieve the largest possible presence of the products in retail outlets, so the company tries to sell the largest possible number of outlets. This is how they sell to the mass markets. 3. Exclusive. The company sells its products through a limited number of intermediaries. The most commonly used in the luxury segment, to emphasize the exclusivity of these products. The higher priced phones and other electronics are sold through this.
The company has been founded in South Korea; however it earns the majority of the profit in the China and India markets. In addition, due to the marketing strategy, Samsung releases the new types of phones into those markets, where the competitors haven`t any.
Samsung Electronics finds an approach to each group of