Samsung brand positioning:

Target market:

Samsung’s target audience are people from age 15 to 45 who follow the latest technology trends. Their
lifestyles are driven by heavy consumption of TV and digital media, and they are especially engaged in
local TV series, as well as celebrities and their aspirational lifestyles.

Segmentation:

Geographic:

It sells their phones worldwide around 61 different countries by making slight changes according
the countries need. It has divided the market into different regions of Asia such as northern, eastern and
southern areas.

Demographic:

Age:-Samsung target Young People, Professional Businessmen and University students.

Family Size: -Samsung products are available to every family size.

Income: -Samsung products are available to every income class with their own preferences. It has products
for lower middle, Middle and upper middleclass.

Psychographic:

Samsung mobiles are available for every lifestyle personality whether its sporty lifestyle or professional
style. It offers mobile phones in different colors to attract especially girl’s attention. The price of mobile
phones varies from different models. It has a range of 1200 up to70,000.

Competitors of Samsung:

• Intel
• Apple
• LG
• Sony
• Huawei
• HTC etc
Points of parity:

• Try to launch new product

• Try to cover the gap in the market
• Try to gain competitive advantage in the market(brand reputation)

Points of difference:

Attributes or benefits consumers strongly associates with a brand ,positively evaluate, and believe they
could not find the same extent with a competitive brand.