It involves how samsung's does it's segmentation, targeting and positioning.

1. Presented by: Utkarsh Raj
Shivali Gupta
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2.  It was established in 1938 by Founder Byung Chun Lee as
a trade and export company in Korea.
 They used to sell fish, vegetables and fruits to China.
 It became the co-operation in 1951.
 From 1958 Samsung began to diversify its business to
other sectors like financial, media, chemical and ship
building.
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3.  In 1969, Samsung electronics was established producing
Television, Radio, Mobile, Computer and other electronic
devices.
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4.  In 1993, Chairman Lee gathered his colleagues and laid
out a plan to transform Samsung, then it became one of the
most powerful electronics manufacturer on earth.
 He decided to go through the high-volume, low-quality
manufacturer to a high-quality one.
 Firstly, they decided to make the key components for that
industry which requires lot of money to manufacture &
they started with micro processor and micro chip.
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5.  In 1991, Samsung started making LCD panels it sold to
other television brands.
 In 1994 it started making flash memory for devices such
as iPod and smart phones.
 The bigger screens proved to be a major selling point for
Samsung.
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6.  Now, Samsung smartphones come in sizes ranging from
2.8 inches to 5.7 inches.
 Apple’s approach is fewer models, each of them uniquely
designed. Samsung’s is to try everything, and fast.
 Samsung employees are given incentives to come up with
ideas like these. A cost savings is calculated, and a portion
of that is returned to the employee as a bonus.
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7. As Samsung has risen, others have failed:
 Motorola was split up and its handset business sold
to Google.
 Nokia watched its long-standing No. 1 position erode when
it got blindsided by smart phones.
 The Sony-Ericsson (ERIC) partnership dissolved.
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12.  Demographic by Age:
- Middle Age groups
- Teenagers
- Executive class
 Behavioral Segmentation.
 Technological Segmentation.
 Designing the new products on the latest trends.
 Apt prices for all income groups of the society.
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13.  Trendy young people.
 Professionals.
 Large businesses.
 The common cellular phone users.
 Target is not only number driven but also about acquiring
and retaining customers.
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14. Income /
psychological
profile
Flamboyant Sophisticated Traditional/
conservative
Miserly
High net
worth income
Edge series /
iphone 6 gold
Galaxy s6,
note4/ iphone
5s
Note 3 /
iphone 5c
Upper -Upper Galaxy s6,
note4/ iphone
5s
Galaxy alpha
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15. Income /
psychological
profile
Achiever Striver Laggards Destitute
Upper Galaxy alpha /
xperia z3
Galaxy s4 /
xperia z1
Upper –
middle
Galaxy s3 /
xperia ZL
Grand 2 /
xperia z ultra
Middle Grand 2 /
knight A350
canvas nitro
a310
Lower –
middle
Z1 tizen /
canvas A311
Guru / x249 ,
rockstar C192
Guru / x249 ,
rockstar C192
Lower Galaxy star /
bolt A24
Guru / x249 ,
rockstar C192
Guru / x249 ,
rockstar C192
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