SAMSUNG MOBILE (marketing mix)

Topics: Mobile phone, Smartphone, IPhone Pages: 4 (592 words) Published: November 19, 2014
SAMSUNG MOBILE
Samsung Electronics (Mobile Division) operates in one of the most competitive markets of the world. According to the US Federal Communication Commission 67 new Smartphone devices are introduced every year. Samsung traditionally had a conservative image that focused on low-price products for the lower end of the market. With low prices it was able to compete in the lower-market whereas in the upper market it had lesser penetration. To penetrate the upper-market Samsung had to give up their lower-market position and focus on innovation and perceiving a higher brand value.

SEGMENTATION
GEOGRAPHIC
It has Samsung Guru Segment for rural areas as well as Galaxy segment for urban areas. Samsung is one of the largest manufacturers of mobile phones and it shares the highest cell phone customers with Nokia in India. It has something for everyone. Urban:

- Targeting urban youth with many handsets.
- Built in mobile features like 3G, wifi, GPS different operating systems. - Price range RS 1000 and above.
Rural:
- It has a better brand image in rural market.
- Samsung recently tied up with the Indian Farmers Fertilizer Cooperative. (IFFCO0 for rural telephony. - Special applications for rural market.
- Hinglish Messaging.
- Price range 1000-5000  
DEMOGRAPHIC
Age:
15-21
21-35
35-60
60 and above
Price Rs 1000-10000
1000-20000
1000-35000
1000-10000
53 Handsets
68 Handsets
72 Handsets
53 Handsets

Family Size: - 1-2, 3-4, 5+ members
Gender:
Males
- All categories except Samsung Pink Phones.
Females
- Specially designed Samsung Pink Phones e.g Samsung B3310 pink, F48o Tocco pink, J700 pink, U900 Soul pink, L770 pink, U600 pink, G600 pink and F480 Tocco. Social class: Middle class (Youth), Upper class (businessman) Lower class (workers)

PSYCHOGRAPHIC
Samsung came with some so fancy mobile phones specially for girls and cheaper touch screen stylish phones so that everyone can enjoy touch screen The rate of normal mobiles....
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