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SAMSUNG vs. LGAnalysis of theirSEGMENTATION, TARGETING & POSITIONINGstrategy.... PRESENTED TO PRESENTED BY GROUP 6:- MR. SANTOSH SOOD ROHIT KUMAR JAITLY (92) SULAGNA DUTTA(93) MOHIT ARORA (97) PRAVEEN KUMAR (99) MONIKA BANSAL (119)
WHAT IS SEGMENTATION• Segmentation involves dividing market into smaller segments or groups• Customers in a particular group share some common buying characteristics.• Organisations identify those buying characteristics which they can effectively & efficiently cater to, with the resources at their disposal.• After identifying the characteristics, they select a segment or segments, depending on their ability to serve the unique needs of one or more segment
GEOGRAPHIC DEMOGRAPHICSEGMENTATION SEGMENTATION MAJOR SEGMENT VARIABLESPSYCHOGRAPHIC BEHAVIORALSEGMENTATION SEGMENTATION
WHAT IS TARGETING After Segmentation, organisations identify those segments which :- have a potential of high growth rate & profitability blend into organisation’s long term objectives and are true to the Going Concern Assumption i.e. their sustenance is not being majorly challenged. It is then that company zero’s on the particular segments which they will serve, and formulate marketing strategies to attract the customers of those segments.
WHAT IS POSITIONING• Positioning involves, organisation’s efforts in creating a place for their brand in the minds of the target customers.• Positioning should be such that the customers have a better perception of their products in comparison to the competitors. This is done via POSITIONING MAPPING.• Positioning map shows as to how the companies product is rated among several competitors.
DIFFERENTIATION & POSITIONINGSTRATEGY Identifying possible value difference & competitive advantages. Choosing the right competitive advantage. Selecting an overall Positioning strategy. Developing a positioning strategy. Communicating the chosen position.
SAMSUNG LG• Follow BEHAVIOURAL • Follow GEOGRAPHICAL SEGMENTATION. SEGMENTATION.• Trying to create Brand • Trying to blend into the value across the world. local market by adopting• Spend huge amount on different marketing R&D to make their strategies. products sophisticated.
SAMSUNG LG• SAMSUNG target tech savvy • LG targets consumers between customers, but they also cater 13-18 years. to the requirements of the • They provide user friendly masses. products which would attract the masses
SAMSUNG LG• They follow more for the same • LG believes in differentiation strategy of Targeting strategy .• Their value proposition is that their brand is one which provides more features at reasonable prices in all the products and devices in comparison to their competitors.