Marketing Principles Segmentation in Social

Question: Discuss about the Marketing Principles Segmentation in Social. Answer: Introduction The present assignment is going to make a fruitful market analysis for Samsungs Galaxy S6 and S6 edge. The Galaxy S6 which is being served as a potential successor of the previous version S5, has been officially launched in the event of Samsung Unpacked 2015. With a revamped construction, Samsung Galaxy S6 has received positive reaction from the critics. Samsungs new Galaxy S6 and S6 edge have been launched globally considering the fact that the international market for smartphone is large and growing on a fast pace (Andaleeb 2016, 2017, p.179). The geographic segment for Samsung Galaxy S6 is the markets of every developed and developing country where market density is high. It is because, without a dense market, Samsung would not be able to increase its profit margin. In terms of demographic segmentation, Samsung for its Galaxy S6 would target the age group of 20-30 who looks forward to the latest technologies as the new model is composed with all current and advanced technical features (Boivin et al. 2017). Considering Galaxy S6s color options, it can be said that the organizations demographic segment includes both the female and male young individuals. For example, the new Galaxy S6 is available in white pearl, Blue Topaz, Gold platinum and Black Sapphire. In terms of demographic segment, it is understood that the preferable target market for the organization involves the individuals who are financially independent as the product costs AUS$1,149 for 64GB. One of the important demographic attributes of the target market is the fast life style of the young people and their need to multitask with advanced technical devices (Kubacki et al. 2015, p.5). It is understandable that Samsung Galaxys psychographic segmentation is chiefly based on the lifestyle and interest of the target market. In terms of lifestyle, those consumers who lead sophisticated as well as smart living would be targeted, as Galaxy S6 has the capacity to multitask with numerous smart Apps without consuming a large amount of time. Moreover, busy work-schedule and high dependence on technology of the consumer would also have been prioritized at the time of building marketing mix (Kubacki et al. 2015, p.6). As per the benefit segmentation, it can be said that Samsung for its Galaxy S6 and S6 edge would segment that customer group which prefers to invest money on those products, which worth value. Therefore, it can be said that Samsungs benefit and usage-rate segments would include those young individuals who have the intention to acquire all the possible benefits obtainable from a product and have strong financial background (Eryigit and Eryigit 2014). Analysis of targeting strategy of Samsung Galaxy S6 Samsung Galaxy S6 specifically segments those individuals who belong to the age group of 20-30 and are tech-savvy. Therefore, it seems that the organization uses the focus or concentrated marketing strategy for the considered product as it is designed to attract mainly the young population of the society. In this context, it is required to state that an organization may find numerous segments for a single product though may not serve them all due to varied taste, demand and buying behavior. For example, considering the ever-changing tastes of the young customer, Samsung constantly practice technical innovation and modify their promotional activities. In case an enterprise realizes that their specific product can only attract a particular segment of customer, they concentrate on only that single segment of customers with an individual marketing mix (Sharma and Lambert 2013). It is interesting to identify that the considered organization has prioritized the concentrated targeting strat egy as per the fact that through concentrated targeting, an organization can meet the needs of narrowly defined market and can earn more profit than spreading resources across numerous segments. However, it can also be said that Samsungs focused targeting strategy is part of their multi-segment targeting (Andaleeb 2016). The reason behind such a statement is that Samsung provides different designs of mobile to different customer segment. For example, Samsung has J series mobile phones, which is affordable for the middle class people. Alongside, products like Note 3 and S7 are for young and upper-middle class people, who can afford high range mobile phones. Analysis of the positioning bases of Samsung Galaxy S6 It is easy to perceive that with the help of perceptual mapping, Samsung has established their positioning strategy, which is to provide a phone with sophisticated design. More specifically, it has been identified that Samsungs positioning strategy is to win both global and local market through the sleek, eye catchy design of the phone with up-to-date technical functions (Chung and Lee 2014). Considering this particular positioning strategy of Samsung, it can be said that the positioning bases accompanying the positioning strategy of Samsung for their S6 and S6 edge, are product attribute, user, against competition and value or quality. Samsung chooses the high-tech features of Galaxy S6 as one of the predominant positioning bases, as it is one of the potential aspects to attract the minds of the young generation. However, by user base the product positions itself as an ideal technical solution for young and sophisticated individuals (Sharma and Lambert 2013). On the other hand, with the positioning base of against competition and quality, S6 positions itself as well as compares itself with its archrival Apple. It is because Samsung adopts both differentiated and concentrated targeting strategy, whereas Apple adopts concentrated targeting strategy as it only focuses on the young and business people of the society. Conclusion From the above report, it can be concluded that for Samsungs Galaxy S6, the organization has chosen the young and financially independent people who possess a tech-savvy nature and a busy life style. It has been highlighted by the report that the organization chiefly addresses the concentrated marketing strategy for Galaxy S6. Finally, the report has highlighted that the positioning bases for this particular product have been attribute, user and value. References Andaleeb, S.S., 2016. Market Segmentation, Targeting, and Positioning. InStrategic Marketing Management in Asia: Case Studies and Lessons across Industries,pp. 179-207. Emerald Group Publishing Limited. Boivin, M., Gagn, E. and Saint-Arnaud, V.C., 2017. Using Segmentation and Theory to Design Better Promotion and Prevention Campaigns: A RECYC-QUBEC Case Study. InSegmentation in Social Marketing.pp. 179-195. Springer Singapore. Chung, H. and Lee, E., 2014. Does channel decentralization lead to low quality product lines?.European Journal of Marketing,48(9/10), pp.1870-1891. Eryigit, C. and Eryigit, M., 2014. Understanding the effectiveness of positioning bases with regard to customer perceptions.Journal of Global Marketing,27(2), pp.85-93. Kubacki, K., Dietrich, T. and Rundle-Thiele, S., 2017. Segmentation in Social Marketing: Why We Should Do It More Often that We Currently Do. InSegmentation in Social Marketing,pp. 1-6. Springer Singapore. Sharma, A. and Lambert, D.M., 2013. Segmentation of markets based on customer service.International Journal of Physical Distribution Logistics Management. 24 (4), pp.50-51.