Samsung also does some sort of pull marketing strategy. Marketing Mix of Samsung analyses the brand/company which covers 4Ps (Product, Price, Place, Promotion) and explains the Samsung marketing strategy. Thus, it can be said that there intense competition among the companies supplier’s and the companies especially Samsung wants the advanced mobile phones, therefore, there is the of better equipment makers. Innovation also promotes differentiation—or something that competitors lack and consumers might find appealing due to novelty. Smartphones industry is concerned about the marketing and promotional strategies, however, for the marketing and promotional mix, Samsung smartphone is focused on the marketing mix so that the products of the company can be known by the customers as the customers should have the brand awareness. Samsung Galaxy S6, S7 is the number one choice when it comes to using mobile at the enterprise level. Regarding competitors advantages Samsung is enjoying high-profit margin in the industry, it is the world largest smartphone maker and getting good revenues in the industry because struggling for the benefits in the market, not only in the smartphones but Samsung is focused on the technological aspects of every field or product, so that there could be benefits in the market (Jung-a, 2016). Demographics: The company offers the smartphone for youth under the 16-29 age groups. The company targets various customers and some of them are young people who adopt fashion and latest technology quickly, executives, business owners, professionals, students, and other common users of mobiles. The company offers strong security features so data of professionals is safe and they can reach their data anytime anywhere. Even Apple has recognised the importance of product diversification. The company has also maintained accounts in social networking sites such as Facebook, Twitter, and YouTube to purchase ad spaces while also maintaining online presence. Data from market research firm IDC Research Inc. revealed that Samsung has been the leading smartphone manufacturer in terms of unit shipments since 2012. Product diversification can be costly and risky. Our website uses cookies to provide us with data and information that can help us understand our website traffic, customize advertisements, and improve user experience and service delivery. Samsung has also made an alliance with some IT industry leaders for introducing relevant enterprise solutions. The high-end devices carry a high price tag and the come under $500-$800 price range. Thus, there is something for everyone in Samsung stores. However, Samsung smartphones based on the Android devices that are very cheap so there is a moderate threat of substitute. This classification shows that the company cares it customers and it offers mobiles to customers according to needs, budget, and requirements. Social media is the major concern of the Samsung smartphone because the company knew that customer could be attracted. Consumer preferences are dependent on features and specifications relative to pricing points. The company has adopted different strategies for positioning itself in the smartphone market and some of these strategies are subsequent. The marketing strategy for Samsung Galaxy products also involves heavy promotions using a combination of push and pull strategies. This is evident from ads coursed through traditional mediums such as print and broadcast as well as new mediums including social media. Samsung smartphones are getting maximum advantages in the market, as it is forecasted that the company has beating expectations in few months of this year. The company has added different mobile categories with a specific budget bracket in its lineup. For example, the Galaxy S product line caters primarily to consumers from high socioeconomic class. Devise a basic positioning map to show how they rate against their competitors across two dimensions For a proper market plan we need to analysis the The marketing strategy for Samsung Galaxy products also involves heavy promotions using a combination of push and pull strategies. As of 2020, there are several marketing strategies like product/service innovation, marketing investment, customer experience etc. Previously, the company worked hard and faced many difficulties as compared to its competitors. Based on other reasons company is also focused on the skimming price and the reduction of its price. The company also focuses on the modern retailers for the extraordinary advantages of the market. Therefore, the company is focused on the environmental-friendly conditions, as the sustainability and technological advancement is the main objectives of the company in the smartphones industry, Samsung market is also increasing in the market because the company has the objective is to focus on the customers from different social classes or the backgrounds. The company also partners with retailers and network carriers in other countries to help them with the distribution of Samsung Galaxy products—especially through varied sales promotion strategy. Moreover, Samsung’s smartphones can focus on the effective and quality applications so that the customer interest can be developed in the market. Middle-class people can use Samsung Guru because they can easily afford it, it is the number one choice for lower class workers. Customer appreciation, after sales strategies are also focused on the company so that there could be the complete analysis of the customers’ behavior regarding new phone (Ferrell & Hartline, 2010). Apple has also introduced a phone with a large screen display and a tablet with smaller screen display—strategies that have been implemented by Samsung. The company offers some conjure phones as well such as Samsung S7 comes in Pink Gold color, which is especially for women. The company offers access to its care line to its valuable customers. For the smartphone production there are continuous efforts by the Samsung, as the company has recently announced Galaxy S8 line so that potential customers of the company could be attracted, in order to maintain the sales, Samsung has maintained the position in the market, as the product is exciting, there were the flat sales on the product or smartphones S8 and S8 plus, so that maximum customers could be attracted, however, there were not the expected sales by the company. Thus, there is also the huge competition in the Android market that Samsung’s smartphones are facing by Oppo, Huawei, Sony, Lenovo, Nokia, Intel, Xiaomi, Hewlett-Packard etc. The marketing mix is focused on the new product new and creative products with the excellent service in the industry thus; the customer service is focused on the trusted performance so that there could be the brand equity. All Rights Reserved. The latest technology that Samsung smartphone are having is the IPS display technology and the other AMOLED display technology based on the new technology the product is promoted by the company. Samsung smartphone focuses on the new product launches and schemes for the promotion of the new products, the company focus on updating the products on the local media and social media is that maximum customers could be aware of the new product. Innovation and competition in the smartphone industry: Is there a dominant design?. Through a diversified product portfolio under the Samsung Galaxy brand, Samsung has developed and implemented a product-oriented marketing strategy that acknowledges the existence of various segments within a particular market. In a push marketing strategy, a company “pushes” a product or idea through advertising and sales strategies. Today, the company offers three categories under the iPhone product line and several more categories under the iPad product line. However, there is high competition in the smartphones industry and Samsung’s smartphones are facing competition in the Android market, the company has the diversified product portfolio and the investors, analysts believes on growth and the best-ever profit. Beside these promotional activities, the Samsung smartphones use the incentive program, charity programs and the promotional gifts for effective sales in future. It is the pioneer company who introduced 3G into smartphones, the company brings innovative products with the latest technology. Further introduction of novel features also helps in driving and leading market trends. Before the Samsung smartphone releases, there are blogs, print and the advertisement of the products, example of an S8 latest phone could be taken, the hype of the phone is created before it launches so that customers could be attracted and the innovators desire in order to get the new phone in the market. The introduction of new technological features can have several benefits in the overall marketing initiative of a company. Samsung smartphones are most beautiful smartphones for the reason that they are designed brilliantly. Samsung smartphone has various prices range in the market because of the wide range of products; the company is focused on various pricing methods for the benefits and revenue in the market. Samsung’s smartphones are also facing the issues of the low-end segment and technological innovation. The company serves as the best alternative for consumers and it offers different electronic products including LCDs and laptops. Geographic: The company has made a Galaxy segment for urban areas and Samsung Guru Segment for rural areas. Sams… Take note that concentrating heavily on a single or fewer products for a limited market exposes a company to risks associated with market volatility due to rising and falling demands. For example, the Galaxy S line of premium devices is essentially the same as the Galaxy J line of mid-entry devices in terms of form factor. Even advertisements also initiate a system for pull strategy. The idea behind a pull marketing strategy is the creation of a strong brand image and the establishment of loyal customer following. Samsung does this by investing heavily on traditional advertising just like companies such as Coca-Cola and Nike. Every kind of company can use mobiles of Samsung because they have a user-friendly interface. The Samsung market is also increasing with the increase in the smartphones industry because the company has targeted the customers from different social classes, as the company has diverse products or smartphones for all types of customers. Version Daily. However, Samsung’s smartphones have very strong position in the market, there are high numbers of the equipment suppliers, and subsequently, suppliers in the industry can bargain and negotiate. There are weaknesses of the Samsung’s smartphones as, the company has many smartphone prototypes in the market, and thus, the company suffers the issues of the low return margin. This product line has almost the same processing and memory specifications, as well as metallic body form factor minus premium features including heart rate sensors, better camera optics, and fingerprint sensor, among others. Customers have a liberty to choose a mobile according to choice, lifestyle, and budget (McDonald & Meldrum, 2013). Psychographic: Samsung caters to those people as well who buy a mobile according to their lifestyle. Samsung is recognized as a quality and reliable smartphone manufacturer due to its innovative products. Both AMOLED and IPS can have the same high pixel density and better colour reproduction. You have entered an incorrect email address! Samsung in this way needs to carry on with it significant operation in the market, as a company could focus on the re-launch of the products that are failed in the market. The Samsung smartphone is in wide range, however, the company is serving over 600 million customers worldwide, the Samsung is known as the largest manufacturer of Android because the company is covering 36% of the market. Moreover, it is worth mentioning that the South Korean firm gave a chance to non-famous people to contribute in this breathtaking commercial so that they can advertisement winning. There are many direct and indirect retailers working with Samsung and they sell its products. If you are looking to buy a 3G phone at cheap rates then opt for this smartphone. Thus, the products are also displayed on the Samsung’s website there is also the information of the specific product, the retail outlets also participate in the events, example, there is the Royal Windsor horse show and the other shows or games that include the Samsung open tennis tournament. Market forecasts project sporting events in 3D will attract consumers, and with the release of content such as ESPN’s new 3D channel, the potential growth for the market is opened to a new segment of 3D entertainment, the sports fan. Barraging the public with marketing messages will definitely stir interest until the company converts some portion of the general audience into loyal consumers—does creating a mechanism for supporting future pull marketing strategies. Even companies such as LG and Apple have followed suit. An Esploro Company. The company deals with its business in several sectors such as advance technology, finance, petrochemical, semiconductors, plant construction, skyscraper, medicine, fashion, hotels, chemical and others. The company may be lacking in modest upgrades like new iPhones because the sales of iPhones were 20.3% share, by the fourth quarter of 2016. Samsung is making the great deals with the customers in the market, though, the latest technologies are assumed by the Samsung’s smartphones as providing the additional facilities to the customers. Under the subsidy and contract arrangements of network carriers, consumers can purchase a Galaxy product at a cheaper or easy-to-afford deal. The quarterly marketing budget was focused and it is known that Samsung smartphones will rapidly recover from the costly failure that was there in the market, however, the Samsung smartphones have recorded the 2.134 million sales in the late March in the year 2017, it is expected that in the recent year, the company will grow in the market as the investors and the analysts expect the growth and the best-ever profit that is quarterly in the month April-June. The major competitor of the Samsung’s smartphones is iPhone by Apple, however, the companies in the industry are focused on the differentiate the applications and services, the companies are launching the new products every year, in order to compete for each other, moreover, competition is more intense in the smartphones industry. The company has made a Galaxy segment for urban areas and Samsung Guru Segment for rural areas. For example, Samsung offers discounts every now and then, hold sponsor events, and engage with national and international events and festivals. For the effective marketing strategies the company is making its smartphones through focused on the technological innovation and through diversified product portfolio so that the customers stay loyal, 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 marketing strategy (Burrow & Fowler, 2015). A new technology could create a market or a demand and as an innovator, a company will have an initial competitive advantage. Samsung’s smartphones and the other smartphones with the Android applications example Oppo, Huawei, Lenovo have targeted the budget-conscious shoppers and the competitors are still continuous towards the technological innovations so that maximum customers could be attracted (Chowdhry, 2015). The target of the company is not only attracting more customers but retaining loyal customers as well. Products can be positioned on the basis of product attributes and features. Samsung smartphones are focused on the promotional strategy through the marketing strategy, however, the company on the launch of the new product focuses on giving the print brochures, posters and the specification sheets to the customers so that people could know about the new product. Moreover, the company offers discounts as well through its promotions. Some would say that Samsung has been saturating the market and confusing consumers with the introduction of different smartphone and tablet devices under the Samsung Galaxy brand. Samsung’s smartphones have various strengths in the industry, as it has the decent brand image and company is focused on the extraordinary R&D, however, there is the wide range of product Samsung’s smartphones so that customers from every social class can be attracted. Under the Samsung Galaxy brand, there are smartphones designed and marketed specifically for consumers in higher economic status while there are also models targeted toward younger or budget-conscious consumers. Samsung has established a plan to interact more with the target consumers and expose them to the products available. This input feature stretches the capabilities of smartphones and tablets. Samsung’s smartphones have the low threat of the new entrants because the company has the well-established market; the rate of new entrant is quite low because the new companies have to spend a lot of money if want to compete in the market, it is not easy to make new customers. Samsung smartphone is also better from the technological aspect, as the company is focused on providing the new or latest technology to the customer for the progress in the market, in this way, the company is also maintaining the competitive advantage. According to the current marketing definition, Psychographic and Behavioral segmentation are those definitions that represent existing segmentation strategy of Samsung in the best way. There are different applications at the cheaper prices from which the people can stay connected; therefore, there can be the less demand of the smartphones, notebooks in the future as the digital camera can take better pictures. However, when done right, this product strategy provides a safety net against market downturns. Samsung Galaxy is the brand name for a series of smartphones and tablets manufactured and marketed by Samsung Electronics. The company has been attributed to popularising AMOLED display technology on smartphones and tablets. Samsung operates in an industry wherein technological progress or innovation is a key ingredient in building and maintaining competitive advantage. Samsung does this by investing heavily on traditional advertising just like companies such as Coca-Cola and Nike. Moreover, 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. When it comes to buying an Android phone people prefer to buy Samsung phones. Moreover, Samsung smartphones are compatible with the Apple iPhone in the industry, as the smartphones industry is the innovative segment; therefore, the companies need to focus on the continuous innovation in order to get the advantages in the market. Smartphones industry was introduced in 2007 by the introduction of Apple’s iPhone. Instead, the company focuses more on pull marketing strategy in which consumers are pulled or drawn to Apple products. People or the users have the ability to access or contact through the internet services, e-mails, newspapers etc. SWOT analysis is best to focus on the competitor analysis that is in the smartphones industry; however, it can be used intensely and scientifically (Strauss, 2010). There are also those who criticised the company for employing repetitiveness in feature and design considerations. The South Korean firm is known for manufacturing quality phones and it has the largest market share as compared to other mobile phone makers. Throughout the years since the launch of the first Samsung Galaxy device, the company has introduced several innovations that influenced the direction of the market for smartphones and tablets. The company isn’t only known for its products but it is famous for its supreme customer services as well. This could help in further pulling consumers to the product because of a sustained physical presence. The Porter’s Five Forces methodology can be helpful in order to do the deeper analysis of the company situation; however, it can examine the business strategies that the company can be used in the market for the affectivity. Consequently, Samsung has the good position in the smartphone market because by fourth quarter of 2016 the company earned the market share of 18.5%, which is still significantly increasing because the company has targeted the budget-conscious shoppers (Reisinger, 2017). Apple iPhone has the better position in the market, the smartphones are admired, no doubt Samsung also have attractive and competitive smartphones in the market, however, still lacking in some aspects because Apple has the maximum level of satisfied customers as compared with the Samsung (Jones, 2017). Samsung is also focused on the legal environment. Version Daily is a magazine website covering and delivering broad range of topics and stories about business and industries, markets and economies, science and technology, and the environment. This is evident from ads coursed through traditional mediums such as print and broadcast as well as new mediums including social media. The market for smartphones and tablets are both volatile and diverse nonetheless. Samsung smartphone is also available in in-store shares and in the Samsung showrooms. The Guru smartphone comes in many variants and it is available with the 3G facility as well. Its smartphones have become a symbol of quality. While concluding, it could be said that Samsung’s smartphones have the opportunities in the market, the company need to focus on its products that are failed in the market example Note series, Samsung’s smartphones should focus on the advancement from technological aspects. The company has added different mobile categories with a specific budget bracket in its lineup. But this strategy does not rest alone with product diversifications. It is easy to assume that focusing on fewer products is more effective and efficient than manufacturing and marketing several and almost similar products. The South Korean conglomerate has earned unbelievable fame and profit due to its smartphones. The bargaining power of suppliers is moderate in the smartphones industry because presently there are two main suppliers in the market; Samsung is focused on innovation, the main suppliers are, the hardware manufacturers and the others are the software developers. Samsung uses different approaches and strategies for its promotion so customers attract toward the brand and buy its products. Samsung smartphones are most liked in the industry, as the company is becoming the leader in the market; however, Samsung smartphones have the skimming price and the competitive price in the industry. Whenever Samsung rolls out advertisements, the company pushes the Samsung Galaxy brand. Moreover, Samsung smartphones have the deeper level of engagements with the customers in the market because Samsung is ranked as a market leader in the year 2016 by earning the good share or market share of 22.3% however, the competitor Apple earned about 12.9% of the share. Then there are added features such as a heart rate sensor, finger print scanner, and fast charging capabilities, among others. In the smartphones industry, innovation is the key to success because the customers are motivated to pay the high cost for the advance technology; Samsung’s smartphones are facing the competition in the market and industry as the competitors are focused on providing the better technology to the customers. For the effective marketing strategies the company is making its smartphones through focused on the technological innovation and through diversified product portfolio so that the customers stay loy… Company Background: Samsung is a South Korean multinational company those starting its business as a small trading company and right now becoming world largest corporation. Thus, the company is growing in the market with the continuous efforts; the Samsung grew stay focused on the high share in the industry and the current smartphone of the company which is S8 have the excellence quality and the exceeds quality because the technological standards are managed by the company, moreover, new Samsung’s smartphones has the special features with the attractive or inferior prices as compared to the technologies the company is giving to its customers. In the smartphones industry the bargaining power of the suppliers are high because the differentiation among the products or smartphones is an ideal, however, the customer may have the increasing quantity or number of choices in the smartphones or the mobile telecommunication industry. Some appeal to consumers who prefer bigger display screens. Product diversification works best for companies operating in a market populated by consumers from diverse demographic backgrounds and with different psychographics. It will offer comprehensive solutions through the implementation of the latest technology. Customers like to buy products from Samsung because the company offers discounts, less concentration is required for monitoring of distribution channels, and they pay the minimum to distribution channels. Furthermore, Samsung marketing strategies are effective because the customers are satisfied. However, Samsung smartphone is available in different series, example, and series of Galaxy Note, series of Galaxy Y, series of Galaxy S, series of Galaxy Tab and series of Galaxy Grand etc. The company offers cheaper phones as well in the range of $120-$200 While, the mid-range mobiles start from $250 and can be purchased in $400. From the aforementioned, the push and pull marketing strategies work simultaneously for Samsung. After making market segments on the basis of different classes and groups, the targets need to be identified and chosen. However, the company is performing well in the market and the performances focused on the newest trends and the technologies so that there could be betterment and satisfactory level in order to achieve the higher expectations that are from the consumers.
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