Samsung Segmentation, Targeting and Positioning: multi-segment, imitative and anticipatory

Samsung segmentation, targeting and positioning involves a set of activities performed in a sequence. These activities constitute the essence of Samsung marketing strategy.

Segmentation involves dividing population into different groups on the basis of their common characteristics. Targeting is associated with selecting specific group(s) as consumers of products and services. Lastly, positioning refers to the selection of the marketing mix the most suitable for the target customer segment.

Samsung uses the following types of positioning:

Multi-segment positioning. Samsung targets more than one segments at the same time through offering several packages of products and services. For example, there are several variations of Samsung SMART Signage professional displays with different sizes, screen resolutions and functionalities and ultimately with different price tags. Thus, Samsung appeals to the needs and wants of consumers with varying financial capabilities.

Imitative positioning. Samsung is known to imitative its main competitor Apple in product in design, functionalities, as well, as marketing strategy.

Anticipatory positioning. Certain Samsung products such as mobile image sensors currently have low turnover. However, these product have been developed with the anticipation that the turnover will increase in the future.

The following table illustrates Samsung segmentation, targeting and positioning:

Type of segmentation	Segmen-tation criteria	Samsung target customer segment
		Samsung IT & Mobile Communications	Samsung Consumer Electronics	Samsung  Device Solutions
Geog-raphic	Region	80 countries worldwide	80 countries worldwide	80 countries worldwide
	Density	Urban/rural	Urban/rural	Urban/rural
Demo-graphic	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
Beha-vioral	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
Psychographic	Social class	Middle class Upper class	Working class Middle class	Middle class Upper class
	Lifestyle[1]	Mainstreamer Succeeder Explorer Reformer	Resigned Mainstreamer Aspirer Explorer	Mainstreamer Aspirer Succeeder Explorer

Samsung segmentation, targeting and positioning

Samsung Group Report contains a full analysis of Samsung segmentation, targeting and positioning and Samsung marketing strategy in general. The report illustrates the application of the major analytical strategic frameworks in business studies such as SWOT, PESTEL, Porter’s Five Forces, Value Chain analysis and McKinsey 7S Model on Samsung. Moreover, the report contains analyses of Samsung leadership, organizational structure and organizational culture. The report also comprises discussions of Samsung business strategy and addresses issues of corporate social responsibility.

[1]According to Cross Cultural Consumer Characterization by Young & Rubican