This presentation is on the promotional tools of Samsung & its Segmentation.

1. SAMSUNG
PROMOTION TOOLS
• BY Muhammad Salman Mehmood

3. SALES PROMOTION
• Different methods used by Samsung:
• Samples- Samsung mobiles invited prospective customers to try the product for
free. It took out dummy models of the phones, as well as mobile shops had a trial
phone which a customer could feel in his hand.
• London 2012 Olympic games- Samsung launched a scheme, where a new
customer or an existing customer can connect their mobile with Optus mobile
plan and stand a chance to win passes.
• Samsung $50 cash back offer- Samsung introduced an offer where one can send a
postcard and win Samsung Galaxy note, even it had some participate stores
where one was entitled to get a $50 cash back card on purchase of Galaxy note.

4. SALES PROMOTION

5. • Accessories- Samsung galaxy tab
gave away freebies like
Bluetooth headset, leather case
diary, 2GB SD card to its
customers.

6. • The Corporation is expected to
spend $15 billion on advertising
and marketing in 2019, with
publicity appearing in TV and
cinema ads, on billboards, and at
sports and arts events.

7. Promotion in Pakistan
• Brand Ambassador: Fawad Khan and Farhad
Humayun
• Samsung Sponsors Punjab Olympics in
Lahore.
• Promotional offers:
• Opening the Samsung Fun club for better
customer relationships.
• Free online software updates, tutorials and
customer service.
• Highlights the innovative features of its
products through a combination of
innovative advertising and branding.
• Established many Samsung Mobile stores to
increase the visibility of the Brand.

8. Samsung Advertising
Method
• Samsung using direct and indirect
method.
• Direct method, for example, Samsung
advertise their product through
television, internet and other else.
• Indirect method, for example,
Samsung let customer try their new
product and let customer know that
their new product is good to use.

9. SEGMENTATION
(SAMSUNG)

10. 1) Geographic
Segmentation
• Samsung has divided the Asian market
into different geographical regions such
as northern, eastern and southern
areas.
• It has made their products available all
over the world and also sells them
through third party retailers(Verizon,
Sprint, Best buy)
• Which are located in many different
locations.

11. Type of
segmentatio
n
Segmen
-tation
criteria
Samsung target customer segment
Samsung IT &
Mobile
Communication
s
Samsung Consum
er Electronics
Samsung Devi
ce Solutions
Geog-raphic
Region
80 countries
worldwide
80 countries
worldwide
80 countries
worldwide
Density Urban/rural Urban/rural Urban/rural

12. 2) Demographic Segmentation
Age- 18-65 years
Gender-Samsung phones are equally beneficial for
male and female.
Income- Products are offered with varying features
to different peoples based upon their income level
i.e. from Rs 50,000

13. 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

14. 3) Behavioral
Segmentation
• Consumers are also targeted
differently based upon the
benefits that are seeking in
Samsung electronics i.e. some
people may want good quality ,
some may want low services and
some want good services.
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

15. 4)
Psychographic
Segmentation
• Samsung is also classifying customers on different
levels based on different lifestyle and personality of
the people.
Psychographic
Social
class
Middle class
Upper class
Working class
Middle class
Middle class
Upper class
Lifestyle
Mainstreamer
Succeeder
Explorer
Reformer
Resigned
Mainstreamer
Aspirer
Explorer
Mainstreamer
Aspirer
Succeeder
Explorer

16. •THANKS