Group 7

Hoàng Hải Yến

Nguyễn Thị Trà My

Ngô Thu Thủy

Cù Thu Trang
 Outline
Introduction

Introduction.

Vision and Mission.

Marketing Segmentation.

Evaluation.

Target market.

SWOT.

Product Positioning.
 Introduction
Samsung is a South Korean
multinational conglomerate

Headquartered in Samsung town

Seoul.

1938: Founded by Lee Byung

Chull in the name of Samsung
Sang hoe.

Diversified in different areas from

food, wollen mill to insurance,
electronics, shipbuilding.
 Affiliated Business

Samsung electronics, Samsung Heavy Industries,

Samsung Engineering, Samsung Everland,
Samsung Techwin and Cheil Worldwide are the
most important affiliated businesses of
Samsung
 Samsung’s Vision 5

New technology Industry

Innovative Products Partner

Creative Solution Employee

Inspire the world, creat the future

Samsung’s Mission 6

A SPECIFIC PLAN TO
REACH

$400 Billions

TOP FIVE BRANDS BY 2020

INNOVATION, PARTNERSHIP, TALENT
Samsung will continue to explore new aspects such
as healthcare, pharmaceuticals and biotechnology.
 SAMSUNG’S
Products and Services
 S
M E
Marketing E G
Segmentation
Geographic Segmentation N
T
Demographic Segmentation
Psychographic Segmentation
Geographic Segmentation 9

Samsung sell televisions

around

80 different countries

Divided the market into different regions

Have different strategy, prices in each countries

Samsung can adapt the best to all their customers’
needs and give each of them a feeling of being
individually taken care of which contributes to
them having the largest in the television market
 Demographic Segmentation 10

Samsung target customers are

Upper-class, middle- middle people, between 25
class and even lower- and 65 years old including
class males and females
Income
Age

No matter how large

2 3
1
Employees and
your place is, the
Family size Jobs
company will help
you to choose a right 4 professionals

TV
Psychographic Segmentation

Customers are classified on variety kinds of level, based on

their life style and personality
 The effective segmentation of Samsung 12

MEASURABLE
The size, purchasing power, and profiles of the
segments can be measured. Certain segmentation
variables are difficult to measure

47% priced 48% priced

$1500 $1200
The segment is hard to identify and measure. Private data
companies keep reams of statistics on other demographic
segments but not on left-handers.
 Accessible
If customer live and shop at certain places, Samsung will hard to approach them. Samsung needs to open
and develop their store to meet as much customers as they can to approach more people
 Substantial
The market segments are large or profitable enough to serve. A segment should be the
largest possible homogeneous group worth pursuing with a tailored marketing
program.
Differentiable
The segments are conceptually distinguishable
and different in marketing mix elements and
programs
You cannot please everyone, at all times.
However, with Samsung, they prove the opposite,
if you can create a phone model that can meet the
market expectations you will satisfy everyone, at
all times.
ACTIONABLE
Effective programs
can be designed for attracting and
serving the segments. Samsung know
who they are and what they need to do
to segment the market. Through many
years they earn a great succeed in
technology world.

16
 EVALUATION
1 Market segment size and growth

2 Structural attractivemess

3 Target sement

4 S.W.O.T Analysis
 Market segment size and growth 18

Samsung strengthens its leading position in the

global TV market
On the TV market,
Samsung is the number
Samsung holds 33-35% of
one player, accounting
the global market share.
for 34% of total revenue

34%
in the global high-end TV
market,

35% In China, Samsung

accounts for 80% to
90% of China's
Samsung continuing to be the quantum TV market,
world's No. 1 TV maker with
34% 80%
34% of global market share
near the end of 2017
LEADING THE
PREMIUM TV SEGMENT
The 75-inch TV series is expected
to hit high sales this year and
Samsung will be the market
leader.
Products of 75 inches or more
accounted for 8.1% of Samsung's
total TV revenue in the third quarter
of 2017

19
 STRUCTURAL ATTRACTIVENESS
There are impressive offerings from other companies, however Samsung seems unfazed by the competition.

“What is most important in TVs is watching the content, the videos, and
movies. For the consumers to feel this, the picture quality of the TV is
important.”
TARGET SEGMENT

Samsung should target the

three market, are the
technology enthusiasts, need
a new TV, and family &
social gathering.

Price is not one of the core

competencies of the Samsung
TV, therefore, the
boredom and leisure
market segment should
be excluded from the list of
the potential target segments

21
 SWOT Analysis 22

Better overall performance S W

Higher refesh rate per second
on the image quality High price
Strength Weakness
Working without the use of a Short product life cirlce
backlight

Partnerships among online Sony is the top manufacturer

affiliates Opportunity Threat of OLED display screens
Cornering the market and right now
creat their own niche Chinese OLED suppliers
O T discovering newer
OLED TV future
technology
PRODUCT
POSITIONING
Samsung products include:

Home appliances

TV/Video/Audio players

Cameras

Mobile phones

Computers
 Home appliances

- Point of parity: Samsung Electronics and

LG Electronics compete in launching new
products , technology and idea with decades of
expertise
- Overall positioning: design,
innovation and ease of use
 TV/Video/Audio Players
Samsung have the highest sales of TV’s,
compare with LG Electronics or Sony.

Point of parity:
Samsung Electronics is carrying out
ultra-high price marketing campaigns –
“Chef Collection” and “Q-LED TV”

Overall Positioning:
Samsung focus on three areas: picture
quality, smart and design
 Camera
Samsung is not a very big player but still a
popular brand. It has tough competitons
from Sony and Canon.

Point of parity:
Product feature and innovation like super
zoom, 270 degree wide angle shot in
Sony, better picture quality in Canon,
dual view and multi view cameras from
Samsung
MOBILE PHONES
Samsung is now one of the
leading mobile companies of the
world.
One of the strongest competitors of
Samsung is Apple. So Samsung puts
more emphasis on design
to compete with Apple in a more
effective way

27
 Mobile Phones
Points of parity and Overall positioning

01 Points of parity
The features of their mobile phone are
the crucial part of their parity.
With new concept, Samsung is
pioneer in this criterion and have done
something off the hook

02 Overall Positioning
The constant innovation and
high end technologies for the
features and designs.
They should focus more on
some specifications so that
consumers don’t get the chance
to switch brands
 Mobile Phones
Samsung leads 3rd among the top 10
innovative companies.

Samsung has been ranked 7th ‘Best

Global Brand’ in 2014
Computer:
- Samsung makes a few solid laptops , but apart
from its high-end Chromebooks and sleek Galaxy
Book, most of the company's systems fail to stand
out from the pack.
- Samsung’s key strength: Innovative
design, Balanced lineup.
- Samsung’s main weakness: Failing tech
support, major asterisks, no must-have.
Overall brand positioning:
- Samsung has done a great job with their
product positioning.
- Samsung used its technological prowess
with its design and innovation to gain
industry attention

Customer perception about the brand

 32

Thank you
for listening