Samsung Segmentation, Targeting and Positioning: multi-segment, imitative and anticipatory

Samsung Segmentation, Targeting and PositioningSamsung segmentation, targeting and positioning involves a set of activities performed in a sequence. These activities constitute the essence of Samsung marketing strategy.

Segmentation involves dividing population into different groups on the basis of their common characteristics. Targeting is associated with selecting specific group(s) as consumers of products and services. Lastly, positioning refers to the selection of the marketing mix the most suitable for the target customer segment.

Samsung uses the following types of positioning:

Multi-segment positioning. Samsung targets more than one segments at the same time through offering several packages of products and services. For example, there are several variations of Samsung SMART Signage professional displays with different sizes, screen resolutions and functionalities and ultimately with different price tags. Thus, Samsung appeals to the needs and wants of consumers with varying financial capabilities.

Imitative positioning. Samsung is known to imitative its main competitor Apple in product in design, functionalities, as well, as marketing strategy.

Anticipatory positioning. Certain Samsung products such as mobile image sensors currently have low turnover. However, these product have been developed with the anticipation that the turnover will increase in the future.

The following table illustrates Samsung segmentation, targeting and positioning:

Type of segmentation Segmen-tation criteria Samsung target customer segment

 

Samsung IT & Mobile Communications Samsung Consumer Electronics Samsung  Device Solutions
Geog-raphic Region 80 countries worldwide 80 countries worldwide 80 countries worldwide
Density Urban/rural Urban/rural Urban/rural
 

Demo-graphic

Age 18-65 25-65 25-60
Gender Males & Females Males & Females Males & Females
Life-cycle stage Bachelor Stage

Newly Married Couples

Full Nest I

Full Nest II

Full Nest III

Empty Nest I

Empty Nest II

Solitary Survivor I

Solitary Survivor II

Bachelor Stage

Newly Married Couples

Full Nest I

Full Nest II

Full Nest III

Empty Nest I

Empty Nest II

 

Bachelor Stage

Newly Married Couples

Full Nest I

Full Nest II

Full Nest III

 

Occupa-tion Students, employees, professionals Employees, professionals Students, employees, professionals
Beha-vioral Degree of loyalty ‘Hard core loyals’

‘Soft core loyals’

‘Switchers’

‘Hard core loyals’

‘Soft core loyals’

‘Switchers’

‘Hard core loyals’

‘Soft core loyals’

‘Switchers’

Benefits sought Sense of belonging

Perception of trendiness

Advanced functionality

User-friendliness & simplicity

Overall high quality

User-friendliness & simplicity

High quality for competitive price

Advanced functionality

User-friendliness & simplicity

Overall high quality

Persona-lity Determined

Ambitious

Trendy

Easygoing

Cost-conscious

Ambitious

Trendy

User status non-users, potential users, first-time users, regular users, and ex-users non-users, potential users, first-time users, regular users, and ex-users non-users, potential users, first-time users, regular users, and ex-users
Psychographic Social class Middle class

Upper class

Working class

Middle class

Middle class

Upper class

Lifestyle[1] Mainstreamer

Succeeder

Explorer

Reformer

Resigned

Mainstreamer

Aspirer

Explorer

Mainstreamer

Aspirer

Succeeder

Explorer

Samsung segmentation, targeting and positioning

Samsung Group Report contains a full analysis of Samsung segmentation, targeting and positioning and Samsung marketing strategy in general. The report illustrates the application of the major analytical strategic frameworks in business studies such as SWOT, PESTEL, Porter’s Five Forces, Value Chain analysis and McKinsey 7S Model on Samsung. Moreover, the report contains analyses of Samsung leadership, organizational structure and organizational culture. The report also comprises discussions of Samsung business strategy and addresses issues of corporate social responsibility.

Samsung Group Report

[1]According to Cross Cultural Consumer Characterization by Young & Rubican

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