Samsung’s 4P

PRODUCT
Samsung currently has 5 series of smartphones in the market which are Samsung Z series,
Samsung S series, Samsung Note, Samsung A series and Samsung M series.

Samsung Z series
The Samsung Galaxy Z series is a line of innovative technology smartphones manufactured
by Samsung Electronics.
 This is the premium range of Samsung’s smartphones and comes in state of the art
designs.
 Galaxy Fold, Galaxy Flip and Galaxy Z Fold2 5G are the 3 models available in this
series. The price ranges from 1,00,000 to 1,80,000.

Samsung S series
The Samsung Galaxy S series is a line of high specification Android mobile
phones produced by Samsung Electronics
 Samsung Galaxy S is the first of the line, and was announced in March 2010 and
released for sale in June of that year.
 Later, the Galaxy S line expanded to tablet computers with the announcement of
the Galaxy Tab S .
 In the Galaxy S series, the latest models in release are Samsung Galaxy S20, S20+
and S20 Ultra.
The models currently sold by Samsung under this series are Samsung Galaxy S10+, Galaxy
S9, Galaxy S9+, Galaxy S10 lite, Galaxy S10e, Galaxy S10, Galaxy S20 Ultra, S20+ and
S20. The price ranges from to 48,000 to 98,000.
Samsung Galaxy Note
The Samsung Galaxy Note series is a series of premium touch pen
enabled Android tablets developed and marketed by Samsung Electronics.
 Pen computing is the distinguishing feature of this product line.
 The Galaxy Note models are equipped with a stylus pen and comes with a pressure-
sensitive Wacom digitizer.
 The Galaxy Note models also ships with software features that are oriented towards
the stylus and the device’s large screens, such as note-taking,digital
scrapbooking apps, and split-screen multitasking.
 This line is positioned above the Samsung Galaxy S series and is Samsung's flagship
smartphone model.

The models currently sold by Samsung under this series are Samsung Galaxy Note 20 Ultra,
Galaxy Note 20, Galaxy Note 10 lite, Galaxy Note 10, Galaxy Note 10+, Galaxy Note 9. The
price ranges from to 38,000 to 1,05,000.

Samsung A series
The Samsung Galaxy A series are smartphone models of mid-range  manufactured
by Samsung Electronics as part of their Galaxy line.
  The first-generation Samsung Galaxy A3 and A5 marked the launch of this series,
and were introduced in December 2014 and released in March 2015.
 As of today, most of the Galaxy A series models are available around the globe.
Galaxy Tab A is also part of the A series as well.
The models currently sold by Samsung under this series are Samsung Galaxy A21 S, Galaxy
A31, Galaxy A51, Galaxy A71, Galaxy A70s, Galaxy A20s, Galaxy A10s, Galaxy A80,
Galaxy A8+. The price ranges from to 9,000 to 42,000.
Samsung M series
The Samsung Galaxy M series is a line of online-exclusive value for money models of
smartphones manufactured by Samsung Electronics.
 Samsung Galaxy M10 and M20 were the first models to be introduced, and were
released on February 5, 2019.
 Samsung later, released Galaxy M30 on March 7 and the Samsung Galaxy M40 on
June 18.
The models currently sold by Samsung under this series are Samsung Galaxy M51, Galaxy
M31S, Galaxy M01 Core, Galaxy Mo1S, Galaxy M11, Galaxy M01, Galaxy M31, Galaxy
M21, Galaxy M30, Galaxy M30S. The price ranges from to 8400 to 27,000.
PLACE
Samsung identifies its presence in the market as a key driver of its sales. So, Samsung has
ensured the maintenance of its presence through various market channels.
 The marketing strategy of Samsung also follows channel marketing as the distribution
medium for its products just like other smartphone brands,.
 The large and small retail giants like Chroma, Vijay Sales, Reliance digital etc has
also partnered in the distribution with Samsung.
 Samsung also has its own line of distributors where they only sell Samsung products.
 E-commerce channels like Flipkart, Amazon and Facebook marketplace are also
being utilized by Samsung to sell their products. Samsung reaches out to a large
customer base in a cost-effective manner through these channels.
PRICE
Pricing plays a huge role in the marketing mix of Samsung as it offers a wide variety of the
products for its customers. Samsung uses multiple pricing strategies to target each customer
segments on the basis of the different products they offer.

Skimming Price Strategy:  

Initially, at the launch, the products are priced higher in the skimming price strategy so that
fewer sales are required to reach the target. When “skimming” the market, the product is sold
at a high price, sacrificing high sales to gain high profits. Skimming price strategy is basically
for the early consumers of the product.

 Samsung strongly competes with brands like Apple iPhone in terms of market share,
USP, and features and are one of the best in class.
 Their new innovative models in the marketing are Galaxy Fold, Galaxy M31, Galaxy
S9+. These flagship products hold very strong customer affinity and Samsung uses
skimming pricing strategy for them.
 When the competitors try to enter the market Samsung drops the prices, and
implements the skimming strategy.
Competitive pricing strategy:
For the products lying in the lower segments, apart from its flagship products, there are a
number of smartphone lines that Samsung releases, like Galaxy A and Galaxy M. Samsung
uses competitive pricing for these products where it competes with other big brands like
Xiaomi, Motorola, Honor etc on the basis of features, brand recognition, and price.

PROMOTION
Branding is of utmost importance in creating awareness about new product launches done
under different categories.

Both Online and Offline promotional channels are used by Samsung to promote their
products. Advertisements, social platforms and paid digital promotion and the main tools
used by Samsung to create awareness among customer for new product launches.

It also uses a wide range of offers and schemes with trade partners to push their products
through an offline channel. Samsung had partnered with Aamir Khan as its ambassador in
2008.

Samsung also offers regional offers like Christmas, Diwali and Onam offers on their website
and their stores. Currently, It is also giving away assured gifts with Samsung Galaxy A30S,
Galaxy A30S, Galaxy A30S.

Samsung’s STP analysis

SEGMENTATION
Market segmentation is the action of the company identifying and profiling distinct groups of
buyers who has different needs and preferences.

Samsung is using a multi-segment strategy. The strategy seeks to attract more consumers in
more than one segment. The segmentation will be demographic segmentation along with
income, aiming at different age groups and different income classes.

 The teenagers to early adults, age 14 to age 23, who are technology savvy and has a
growing spending power in recent years. The Galaxy M series are priced at a
relatively affordable price at Rs.14,499 for Galaxy M21 and Rs.12,999 for Galaxy
M11, with very good specifications such as Full HD displays, high battery capacity of
5000mAh, and fast-charging for the M21.
 Knowing that this age group is technology savvy and will be using their phones for a
long period of time, Samsung has made this series accessible towards them, with good
smartphone specifications.
  The adults, age 24 to age 55 and above, have higher ability to purchase high end
smartphones or to try out costlier models, as well as buying any other Samsung
products other than smartphones, such as their accessories.
 In their products such as Z series, Samsung is targeting the adults who have a higher
spending power, as well as pandering to their lifestyle interests, by placing the
smartphone itself with the accessories that comes with it inside the ad on the
homepage of Samsung.

Samsung makes use of a few segmentation methods, in order to adapt to their different target
consumers. It gives them a feeling of being taken care of individually, contributing to the fact
that they are currently one of the largest players in the smartphone industry.

TARGETING

Samsung, instead of targeting a specified segment, targets on almost all the segments with
different products dedicated to each of them.

In Samsung, their segments are clearly defined. With five smartphone series targeted to
different demographics and psychographics.

 The Galaxy Z, Galaxy S and Galaxy Note series are targeted to adults who have
higher purchasing power or may purchase it as status of prestige.
 The Galaxy A and Galaxy M series are targeted to the younger crowd with less
purchasing power and wants the best technology with their limited budget. With this
approach, they are already targeting almost all buyers in the smartphone industry.
From here we can see it is extensive targeting. Hence, the market targeting approach
here by Samsung is Target Multiple Segments.

Samsung has the following target consumers, consisting of six different groups. Large
businesses, government and utility organisations, working professionals, young early
adopters of tech, college students, and the common cellular phone users. Samsung is not only
targeting numbers here, but they want to acquire and retain their consumers to keep on using
their products.

POSITIONING
As mentioned previously, positioning is defined as a “reason to buy” which the company
wants it to be formed in the mind of the target consumer.

 For Samsung, the positioning for their smartphone category is to be a market leader in
the overall mobile and smartphone market.
 It portrays itself as a flagbearer of technology for the young professionals, with its
latest, cutting edge designs in terms of hardware and software, as well as the superior
connectivity features.

There are also a few more strategies that Samsung has employed to position itself in the
smartphone industry.

 With the push on creating the latest technology designs, such as the first curved
screens on the Galaxy S6 and the hole-punch, almost borderless screens on the Galaxy
S10, Samsung has created a unique brand image for itself as a high-end value driven
brand, synonymous with quality and innovation.
 The focus towards middle to high-end segments, evident in the creation of the latest
technological advancements, such as the Galaxy Fold (first folding screen
smartphone) and Galaxy A80 (flip camera system for selfies and taking photos) has
brought on real margin for the company.
 The Samsung Experience Stores is another strategy of Samsung in positioning
themselves as people friendly brand. Consumers can explore the latest range, learn
more about his or her device, get experts to advise them on enquiries, and receive
technical support, all at one place.

There is no particular slogan or tagline that embodies the positioning, as Samsung prefers
unique taglines for each and every product. For example, the few generations before the
Galaxy S10, the Galaxy SIII uses the slogan “The next big thing is here” while the current
slogan for Galaxy S10 is “The next generation has arrived.”