SAMSUNG JOURNEY: 4P’s of SAMSUNG:
VISION 2020: SAMSUNG
The brand’s vision is to be in
the global top 5 by 2020 and
it believes that value creation
and innovation will lead it to
1. Samsung invests a lot in research and
development to deliver the best products
to its customers.
2. Samsung offers a wide range of products in
different product categories.
SMARTPHONES: GALAXY SERIES, TABLETS,
1.Samsung is a market
leader in smart
2. It uses two pricing
schemes which are:
a) Skimming Pricing
Samsung sells directly to the
retailers and service dealers.
And due to this strategy, only
service dealers are
responsible for the corporate
sales. Retailers dealing in
technology generally have to
include Samsung in their
offerings, because of the
brand being world-famous.
The distribution is the
strength for Samsung.
Samsung believes that
advertising the best form of
promotion to engage potential
consumers and position the
Samsung promotes new
products using newspapers
and digital media.
The brand has invited many
celebrities to be the brand
ambassadors and promote the
One of the fundamental principles of
marketing is the segmentation of the
market. Segmentation means the splitting
of the market into groups of end users
1. Maximum similarity within each group.
2. Maximum difference between groups.
It has Samsung Guru Segment for rural areas as
well as Galaxy segment for urban areas.
Samsung has mobile phones for youth, age of
16-29 for middleclass people can use Samsung
guru because they can easily afford it.
Samsung mobile is available for those customers
too who have their choice based on their
After segmenting the market based on the
different groups and classes, the targets
need to be chosen. Samsung mobiles have
the following target customers:
1. Trendy Young people.
3. Large businesses.
4. The common cellular phone users.
5. Organizations such as: services to public
safety, the government, and both utility and
6. Institutional sales for colleges.
7. Target is not only number driven but also
about acquiring and retaining customers.
POSITIONING SWOT ANALYSIS
1. Strong Market Position.
2. Expanded business portfolio.
3. Strong top line growth.
4. Innovation In design.
5. Low production cost.
1. Patent infringement.
2. Too low profit margin.
3. Less distinction with other
4. Lack its own OS & Software
Positioning is about the customer perception
about the brand as being different from the
other brands on specific dimension including
1. It focuses more on the real margin which
comes from mid-to-high-end segments.
2. Samsung Concept Store.
3. Market making & category creation in
4. Wider Care Network.
5. Access to Samsung care line.
6. Pioneering in the 3G segment of mobile
7. Branded itself as a synonym for quality.
8. Created a Unique Brand Image for itself
as a high end value driven brand.
1. Wide ranges of phones.
2. Main manufacturers of application
3. Growing mobile advertising
4. Great portfolio patent.
2. Availability of substitute.
3. Rapid technology change.
4. Price wars.
USP(UNIQUE SELLING PROPOSITION)
1. QUALITY: Displays, reliable,
fully featured, good products.
2. HIGH TECH: Cell phones,
3. REASONABLE PRICE:
Samsung mobile are not the
cheapest but also not
1. Samsung has the number of the
series of smartphones, in order to get
the advantages in the market, the
company is focused on the higher
economic status, as the company has
targeted the budget-conscious
consumers in the market and there is
the premium built quality of the
products so that the customer
2. For the effective marketing
strategies the company is focused on
the branding, social media and
continuous research through focusing
on the product-oriented and pricing
1. Samsung smartphone is focused on
the promotional strategies so that
there could be the effectiveness in the
market, the company is promoting
the brand through implementing
2. Samsung smartphone also advertises
in the newspapers and other
electronic media, the Samsung
smartphones also using other
marketing approaches so that the
customer attention could be
grasping, thus, the employees are
concerned in order to know about the
customer reactions about the phone
and its latest digital technology.
•The Indian smartphone market registered a
modest 4% decline in the pandemic-hit
•The market crossed 100 million units in the
second half of 2020 for the first time ever.
•Xiaomi led the market with a 26% shipment
share in 2020, followed by Samsung at
•Among the top five brands, realme grew
the highest at 22% in 2020.
•Apple witnessed its best ever quarter in Q4
2020, selling more than 1.5 million units.