Samsung Target Market And Segmentation

Market segmentation : Market segmentation is the technique through which company tries to understand the target market and target customers . Segmentation is very necessary to recognize the customer differences as different characteristics are associated with each consumer response. On the basis of the target market and target customers a company tries to position its brand for the target market. The major segmentation variables are – geographic, demographic, psychographic and behavioural segmentation. Geographic SegmentationNation or country: INDIA City or metro size: -Tier 1 cities - Tier 2 cities Density: Urban & Suburban Demographic Segmentation– Age:- 18 + Family size :- 1-2, 3-4, 5+ members Gender: Male & Female both Income :- 25000+ and upper

Social class: Upper middle class, Upper class. Psychographic Life style – sports oriented, enthusiastic, Personality- Gregarious, Outgoing, Ambitious Behavioral Segmentation –

Service Readiness stage.Quality. The products under this company are electronics. Refrigerators. its headquarters at Yeouido. and became LG Electronics. its headquarters at Aurangabad. India. Interested. Seoul. Lucky and GoldStar. Sony is a Japanese company. Maharashtra. Japan. LG was the first Korean company to enter the plastic market. 1958. Videocon is an India-based. L. produced Korea’s 1st Radio. LG Electronics is a second largest conglomerate Korean company. It is World’s fifth largest media conglomerate. LG group was a merger of two Korean companies.Intending to buy Three most important competitors brands: The three most important competitor brands of SAMSUNG LCD TV are listed herein under: Sony.Aware . product for the consumer and professional markets. Desirous .G & Videocon. South Korea. Washing machines and ACs. In 1995. The company name was changed to Sony Corporation in January. Company originally founded in 1986 as Adhigam Trading Private Limited in Gujarat but in 1991 the name of the company was changed to Videocon Leasing and . It was originally established in 1958 as GoldStar. Tokyo.Loyalty status –Medium . Strong Benefits. chemical and telecommunication. The size and the scope of the company is almost unmanigible. The products under this company are electronics. TVs. its headquarters at Minato.

The name of the company was again changed to Videocon Industries Limited by a resolution in 2003.Price is one of the highly considered tangible features that customer use to decide which brand they should use.emtworldwide.ashx_Type=Article&ID=23391. many of the times customers try to evaluate by themselves the benefit versus price analysis and on that basis they decide that which brand fits in their budget .com_global_showimage.Industrial Finance Private Limited but in same year the “Private” word was deleted due to a resolution. Source: - www. The company is primarily into manufacturing & distribution of electronics products.mht The three most important tangible features that customers use to decide which brand to use: Price . As we know that price is the factor which sometimes becomes very critical to decide which brand to use .

strong style does not always mean high performance. HarleyDavidson bikes sell more because people perceive them as works of art than because of economic advantages. and takes the consumer’s breath away-sells.Style describes the product’s look and feel to the buyer. 2. A company can identify and select appropriate new features by surveying recent buyers and then calculating customer value versus company cost for each potential feature. glows. . While buying a LCD TV for home a customers do compare the features of the different brands in the same price range. how long it would take to introduce each feature. Distinctiveness. Products that can be positioned as countercultural. Therefore its very clear that brand features are one important aspect which is considered at the time customer go for a brand. and the aesthetics of a product are an integral benefit. before buying a lcd TV a customer pays attention its style too and tries to compare the different brand on style basis also and if talk about the LCD tv market in India Sony has positioned itself on the strong style front in the market. Features. Most products can be offered with varying features that supplement it’s basic function. The three most important intangible features that customers use to decide which brand to use: 1. Samsung is the market leader in the LCD TV market in India and being a market leader it becomes Samsungs need to innovate new ways to woo the customer each time. On the negative side . are generally successful in markets.Style. What glistens.Feature of the particular model of the brands do value a lot at the time when a customers consider the brand for the use. Aesthetics. Style has the advantage of creating distinctiveness that is difficult to copy.In the present Indian lcd tv market feature wise Samsung is giving a satisfying combo of features . and whether competitors can easily copy it . within acceptable limits. Distinctiveness is the next intangible features which customer use to decide which brand to use because people enjoy standing out from the crowd and prefer products that represent being outside the mainstream.price & quality. People appreciate beauty in all aspects of their lives.

Brand image for the chosen brand and each of its closest competitors. Reliability. reputation and the way it’s advertise. imagine a company that makes TVs. Brand Image needed for proper Segmentation:“A brand is a complex symbol. its name. A product or service that performs consistently is reliable. as well as their own experience. Then imagine a company that makes TVs that all last only five years . Reliability is one of the things that consumers take into consideration when judging products and services. though tied to safety and service.”-- David Ogilvy Aaker’s Model Extende d Core Quality Variety Brand Essence Electronic Cooling Fair Price Luxurious BRAND IMAGE OF SAMSUNG LCD TV Korean Samsung’s Basic need Pride brand perception in minds of its consumers is very .3. A brand is also defined by consumer’s impression of people who use it. It is the intangible sum of a product’s attributes. its history. For example. The second company would be perceived as more reliable. is an independent factor. even though none of its televisions eight years. packaging and price. Reliability. some that last five years and some that 8 years or more than.

Energy Efficient. advanced technology. great features and high quality .Less Layered Image. Quality.Inspired by Art. Samsung: Kapferer’s Prism Physiques: Young. First Preference. Reflection: . Premium Entertainment.stylish. It created its branding in multiple ways. cricket matches. racing. Revolutionary in Design. in short wherever it saw the crowd. Personality: Stylish. Self-Image: . sensational and modern. Ultra Clear Panel. Samsung has been the world's most popular consumer electronics brand since 2005 and is the best-known South Korean brand in the world. marathons. Kapferer’s Prism of Samsung Culture: International. Everything from the liquid crystals used all the way to the glass in the panel reflects a certain level of quality. Olympics games. ranging from traditional adds to billboards. Credible. it communicated Samsung has positioned itself as a leader of innovation with affordable price. . Vibrant. Samsung the approach is holistic. reaching the world customer. Relationship: Trusted.

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