marketing research of samsung company

Samsung's Marketing Strategy: How Samsung became a Pioneer in the Electronics Industry despite all odds

Learn about samsung's iconic marketing strategy and advertising campaigns. read how samsung aces the 4ps of marketing mix - product, price, promotion & placement..

• overview#goto" data-overview-topic-param="history">Foundation of Samsung Electronics
• overview#goto" data-overview-topic-param="mix">Samsung's Marketing Mix
• overview#goto" data-overview-topic-param="notable">Notable Marketing Campaigns
• overview#goto" data-overview-topic-param="digital">Digital Marketing Campaigns

Samsung is a global tech giant specializing in the consumer and industrial electronics industry. It has emerged as a pioneer in the electronics industry with innovative products, ingenious marketing strategies, and cutting-edge technology. Samsung ranks second in the top 10 consumer electronics companies worldwide by sales, despite facing massive competition from mammoth brands like Apple, Microsoft, and Sony.

How did Samsung reach the top position in such an impenetrable industry? Let’s uncover Samsung’s Marketing Strategy with a detailed study of its cunning marketing mix and bold digital marketing campaigns.

Foundation of Samsung Electronics & Evolution of its Mobile Phones

Samsung is a family-owned conglomerate from South Korea. In 1938, Lee Byung-Chul founded a grocery trading company known as Samsung trading company. The name Samsung means Three Stars representing its vision to become powerful and everlasting like stars. In the following two decades, Samsung ventured into the banking, manufacturing, insurance, and retail industries.

The monolithic Samsung Electronics we know today, came into being in 1969 when it took its first steps in the consumer electronics industry. Samsung became a business partner with Sanyo Lab to produce low-cost TVs and microwave ovens. It also started producing mobile phones which saw a paramount failure due to their low quality and extreme customer dissatisfaction.

Following this fiasco, Samsung decided to switch gears instead of giving up. It shifted its marketing strategy from being a low-tier manufacturing brand to a company building products with revolutionary technology and innovative features. This was Samsung’s “Do what you can’t” moment, which made them the most profitable tech company to ever exist.

In June 2009, Samsung launched its first smartphone Galaxy GT-17500, which was received exceptionally well by the market. Its quality was claimed to be as great as those of smartphones by well-established brands. Since then, Samsung electronics has produced dozens of smartphones, each outperforming its predecessor with eccentric new features and enhanced system upgrades.

As of 2022, it ranks sixth on the Brand Global Value list with a brand value of US$107.3 billion .

Now that we are aware of the influential origin of one of the most valuable brands, let’s unearth Samsung marketing strategy and digital marketing secrets.

Source: Phone Arena

Samsung's Marketing Mix Strategy

Marketing mix elements are crucial marketing vehicles to make strategic decisions about a product’s launch and promotion. Samsung’s Marketing Mix plan focuses on wide-ranging high-quality products sold in e-commerce and retail stores at a premium or competitive price based on demand. It uses advertisements, content marketing, sales promotions, event experiences, and digital campaigns to publicize and hype its products.

Let's analyze their marketing mix using 4P analysis:

Samsung marketing strategy is to identify developments in the market trends, adapt to dynamic changes, and produce products that the target market demands. Samsung is a customer-centric brand with a diverse product offering in the consumer electronics industry.

Samsung’s competitive advantage is its cutting-edge technology, cost-effectiveness, innovative research, and unparalleled product features.

Its product range includes smartphones and related accessories, smart TV, watches, tablets, plasma TV, monitors, and memory storage. Recently, Samsung expanded into the kitchen and home appliances producing air conditioners, washing machines, cooking appliances, etc.

Samsung’s strength is that it can meet your every electronic device need while keeping your pocket happy. It accounts for a whopping one-sixth of South Korea’s total exports.

Among recent supply chain crises and high demand for memory chips, Samsung outperformed its competitors, gaining high corporate sales and revenue in the chip manufacturing industry. Samsung is truly a high-quality brand worthy of recognition bestowed upon it.

Samsung's marketing strategy is not immune to failures either.

Samsung's weakness is its history of producing faulty mobile devices, including an exploding Galaxy Note 7 and a malfunctioning foldable phone. In addition, Apple has filed a patent infringement lawsuit against the company. It is also in controversies with other competitors for design thefts.

Still, Samsung has the potential to achieve tremendous development if it steers clear of such mishaps in the future.

Source: Connection

Samsung is a pricing expert. They operate in a highly competitive smartphone industry where competitors devise products with identical features within weeks. In defense, Samsung's marketing strategy has to be swift enough to deflect all blows.

The two pricing schemes used by Samsung are:

Price skimming tactic

Competitive Pricing

When the company launches a new smartphone, it values the product at the highest price the customers are willing to pay. Over time as the shine fades and its competitors launch identical products, Samsung lowers its product prices using a competitive strategy to retain market share.

Samsung’s promotion strategy uses a blend of print and digital advertisements, events experiences, and content marketing to promote its hottest product and establish a strong brand image. The message of its digital campaigns is out-of-the-box and bold.

As a part of its promotion mix, Samsung is omnipresent on major social media platforms, connecting and interacting with its customers through organic and paid social media marketing. Samsung's competitive strategy for sales promotions includes incentives and discounts.

Even after being a notable name in the Asian market, Samsung relies heavily on the American market. Samsung spent nearly $2.3 billion on advertising in the USA alone in 2021.

Source: Grab On

Samsung’s e-commerce store has an easy-to-use user interface, detailed product categorization, and thorough descriptions. Customers can buy any electronic device from the comfort of their homes.

Otherwise, Samsung is a single distribution business selling to only service dealers and brand-owned stores. Samsung prides its customer care front, positioning itself as a brand with attentive, committed, and fast service dealers in every nook and corner of the world.

Source: Samsung

Source: Sam mobile

Samsung Marketing Strategy - notable marketing campaigns

Innovation, change, and smart branding are the cornerstones of the Samsung marketing strategy. Samsung's integrated marketing model uses a mix of various marketing campaigns like influencer marketing, content marketing, and search engine marketing. Samsung dives into the world of social platforms, identifies where brand-relevant conversations are happening, and collects data about its user base as to how they use Samsung products and their perception of the brand.

Influencer Marketing Strategy

As a part of its marketing strategy, Samsung has partnered with global celebrities to leverage its social positioning and large fan base. This enables the company to retain its market leader image.

World-renowned boy band BTS are Samsung's brand ambassador since 2021, giving the brand exposure to its massive fan base.

Samsung launched the Blackpink edition for their Galaxy A80 to appeal to their mighty fan base Blinks.

Social Media Marketing Strategy

Samsung has a social media presence on major social networks to keep an eye on the goings-on in and around the smartphone market. Their engaging social media content centers around product promotions and user interaction.

Samsung's YouTube channel has 6.27M subscribers, with individual subsidiary channels for different countries.

Samsung's Facebook page has a massive following of 46M users.

Samsung's Instagram profile, filled with visually appealing posts, has 1.2M followers.

Samsung's TikTok profile has an engaging audience of over 2M followers garnering 11.6M likes.

Search Engine Marketing Strategy

Samsung's website is SEO optimized to rank on the first page of Google. Its domain authority has an exceptional score of 94 with Samsung Galaxy S22 Ultra keyword ranking at the top after Samsung.

Source : Moz

Digital marketing campaigns

Samsung marketing strategy is thriving because of its unafraid stance for its beliefs, risk-taking attitude, and inspirational messaging. Samsung's digital marketing tactics focus on user interaction with Samsung devices.

Samsung marketing strategy for digital media focuses on the following three pillars:

How the user interacts with their device implanting it in their life.

How the device makes their life easier. 

How users can communicate with their loved ones using Samsung products building positive emotional relationships.

Here are Samsung's top noteworthy digital campaigns:

Growing up Campaign

Samsung's Growing up campaign was a direct jab at its main competitor Apple ’s shortcomings like low storage, high battery drainage, no water resistance, and need for adapters.

Ingenious Campaign

As the idea was a huge success, Samsung launched a similar concept named the Ingenious campaign. It took shots at Apple's disadvantages while comparing it to Galaxy S9. The message was that Apple's superior products don't live up to their name.

India, Ready, Action! Campaign

Samsung India, ready, action! campaign urges Indians to break the stereotypes against them, and share the real India.

Olympic movement Campaign

Samsung has been an Olympic partner for more than two decades. Through its Olympic movement, Samsung has enabled fans to engage in real-time with immersive game experiences and celebrate the Olympic spirit together.

Smartphone line Campaign

The Smartphone line was an effort to create a digital line for Galaxy S4 instead of a physical line outside stores. Fans had to share which features they were most excited about. The more those posts were liked and re-shared, the closer they got to the front of the line.

Join the flip side Campaign

Join the flip side ad campaign starts with the line “I would never switch to Samsung, I love my phone”, a probable jab at Apple's brand loyalists who cannot fathom the idea of switching to another smartphone brand. 

Do what you can't Campaign

The do what you can’t campaign inspires people to do what can’t be done.

Look at me Campaign

Samsung marketing strategy is in tune with social issues. Its Look at me app helps children with autism develop communication skills through eye contact and interpreting facial expressions.

Samsung prioritizes relationships before its products. They position themselves as a brand that helps users live comfortably and builds society into a better place. Through customer-centric and socially conscious marketing, Samsung has emerged as a global electronics powerhouse building a better future together for tomorrow .

If you are building a consumer technology business, you can explore marketing mix of Apple and Boat to know more.

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Samsung’s Marketing Strategy Explained

Samsung, a South Korean multinational conglomerate, has established itself as a global leader in various industries, including electronics, appliances, and mobile communications. Its marketing strategy is a fascinating study of innovation, brand positioning, and customer engagement. Here’s a detailed look at how Samsung’s marketing strategy sets it apart in a highly competitive market:

Understanding the Market and Audience

Samsung’s marketing strategy begins with a deep understanding of its market and audience, a key factor that has propelled it to become a global leader in various industries. The key to  this approach lies in its diverse product range, which allows Samsung to cater to a wide array of consumers. From budget-friendly smartphones to high-end electronics, Samsung has designed its product portfolio to appeal to both cost-conscious buyers and those seeking premium, high-tech experiences. This broad spectrum of products enables Samsung to penetrate different market segments effectively.

The company’s global reach is further strengthened by its ability to implement localized strategies. Recognizing that consumer preferences vary greatly across different regions, Samsung adapts its marketing tactics to suit the cultural, economic, and social dynamics of each market. For example, in technologically advanced markets like South Korea and the USA, Samsung might emphasize its latest innovations and high-tech features. In contrast, in emerging markets, the focus might shift towards offering more cost-effective solutions without compromising on quality. This localized approach is not just about tweaking the product offerings but extends to advertising campaigns, customer service, and even the retail experience, ensuring that every touchpoint resonates with the local audience.

This deep market understanding and adaptation are not static but a continuous process. Samsung actively monitors market trends, consumer behaviors, and emerging technologies to refine its strategies. By staying attuned to the shifting landscapes of the global market and maintaining a flexible approach to its marketing strategies, Samsung not only meets but often anticipates the needs and preferences of its diverse customer base. This proactive stance is a testament to Samsung’s commitment to understanding and engaging with its audience, laying a solid foundation for its enduring market presence and success.

Innovation and Technology Leadership

Samsung’s position as a leader in innovation and technology is a pivotal aspect of its marketing strategy, setting it apart in a highly competitive industry. The company’s commitment to delivering cutting-edge products is evident in its significant investment in research and development. This investment ensures that Samsung’s offerings, from the latest Galaxy smartphones to state-of-the-art QLED TVs and smart home appliances, are equipped with innovative features that enhance the user experience and offer tangible benefits.

The core of Samsung’s technological leadership is not just in the advanced features of its products but also in the underlying research and development that drives these innovations. Samsung’s extensive patent portfolio, a clear indicator of its focus on technological advancements, plays a crucial role in maintaining its competitive edge. These patents are not merely for show; they represent real, tangible advancements in technology that directly translate into improved product offerings. This focus on technological innovation helps Samsung to not only meet but often exceed customer expectations, reinforcing its position as a leader in the tech industry.

Samsung’s approach to technology and innovation goes beyond mere product development. It’s about shaping the future of technology and setting new industry standards. By continually pushing the boundaries of what’s possible, Samsung has positioned itself at the forefront of technological advancements. This leadership is not just about being the first to market with new technologies but also about ensuring that these technologies are accessible and beneficial to a broad range of consumers.

Through its commitment to innovation and technological leadership, Samsung has created a brand identity that resonates with consumers who value cutting-edge technology and innovation. This strategy has not only helped Samsung in cementing its position in the market but also in building a loyal customer base that eagerly anticipates each new release, trusting that it will bring something new and exciting to the table.

Samsung’s Brand Positioning and Advertising

Samsung’s prowess in brand positioning and advertising is a key element of its marketing strategy, effectively differentiating it in a crowded marketplace. The company has skillfully crafted a brand image that resonates emotionally with its audience. Samsung’s advertisements often go beyond showcasing product features, delving into the emotional impact of technology in connecting people and enhancing daily life. This strategy of emotional branding makes Samsung more than just a manufacturer of electronics; it positions the brand as an integral part of people’s lives, enhancing and enriching their everyday experiences.

Celebrity endorsements and sponsorships also play a significant role in Samsung’s brand strategy. By associating with well-known personalities and major global events, such as the Olympics, Samsung enhances its visibility and appeal, particularly among younger demographics. These partnerships do more than just attract attention; they imbue the brand with a sense of prestige and aspiration. When consumers see their favorite celebrities using Samsung products or the brand being showcased at high-profile events, it creates a connection that goes beyond the product itself. This connection is key to building a brand identity that is both aspirational and relatable.

Samsung’s advertising strategies are not only diverse but also innovative. The company has a knack for creating campaigns that are both visually stunning and emotionally engaging. These campaigns are designed to tell a story, one that invites the audience to envision themselves as part of the Samsung experience. It’s a strategy that moves beyond traditional marketing tactics, building a narrative around the brand that consumers can connect with on a personal level.

Through a blend of emotional branding, strategic partnerships, and innovative advertising , Samsung has successfully positioned itself as a premium yet accessible brand. This approach has enabled Samsung to build a strong brand identity, one that appeals to a wide range of consumers and stands out in a highly competitive market. As Samsung continues to innovate and adapt its advertising strategies, it will be interesting to see how the brand evolves to meet the changing needs and expectations of its consumers.

Customer-Centric Approach

At the heart of Samsung’s marketing strategy is a customer-centric approach, emphasizing the importance of understanding and fulfilling consumer needs. This focus on the customer has been instrumental in shaping Samsung’s products and services, ensuring that they not only meet but often exceed consumer expectations. The company’s commitment to customer satisfaction is evident in how it incorporates feedback into product development, resulting in products that are not just technologically advanced but also tailored to the needs of the user.

Samsung’s understanding of consumer needs extends beyond the functionality of its products. The company recognizes that customer experience plays a crucial role in brand loyalty and retention. Therefore, it invests heavily in customer service, providing efficient and responsive support. This commitment to after-sales service is not just about resolving issues; it’s about building a relationship with the customer, one that fosters trust and loyalty. This approach helps Samsung in not just acquiring new customers but also in retaining existing ones, a critical factor in today’s competitive market.

Another key aspect of Samsung’s customer-centric approach is its attentiveness to market trends. The company actively monitors changing consumer behaviors and preferences, adapting its products and marketing strategies accordingly. This agility allows Samsung to stay ahead of the curve, anticipating and responding to consumer needs in a timely and effective manner. It’s not just about reacting to the market; it’s about leading it, setting trends that others follow.

Samsung’s customer-centric approach is a multifaceted strategy that encompasses product development, customer service, and market adaptability. By placing the customer at the center of its business, Samsung has not only established itself as a market leader but also as a brand that consumers trust and rely on. This approach has been pivotal in driving Samsung’s success and will continue to be a key factor in its future growth and market dominance.

Digital Marketing and Social Media Presence

Samsung’s digital marketing and social media presence form a cornerstone of its comprehensive marketing strategy. In today’s digital age, where social media influences consumer decisions more than ever, Samsung has adeptly harnessed these platforms to enhance its brand visibility and engagement. The company’s social media campaigns are a blend of creativity and interaction, designed to engage with a tech-savvy audience that values innovation and connectedness.

A key aspect of Samsung’s digital strategy is its active and dynamic presence on various social media platforms. From Facebook and Instagram to Twitter and YouTube, Samsung leverages these channels to showcase its latest products, share news, and interact with customers. These platforms are not just for broadcasting content; they are avenues for two-way communication where Samsung listens to customer feedback, answers queries, and engages in conversations. This active engagement helps build a community around the brand, fostering a sense of loyalty and belonging among its customers.

Samsung’s digital marketing is characterized by its innovative use of content. The company creates a wide range of content, from product announcements and reviews to engaging storytelling and interactive posts. This content is carefully crafted to resonate with Samsung’s diverse audience, ensuring that it is not only informative but also entertaining and relatable. By providing a mix of content types, Samsung keeps its audience engaged and interested, constantly reinforcing its brand presence in their digital lives.

Collaborations with influencers are another strategic component of Samsung’s digital marketing. These influencers, with their substantial followings on various social media platforms, help Samsung reach a broader audience. They provide a human touch to Samsung’s products, showcasing how they can be used in everyday life. This influencer marketing is particularly effective in reaching younger consumers who often look to social media influencers for product recommendations and insights.

Samsung also excels in using digital platforms for targeted advertising. By leveraging data analytics and consumer insights, Samsung ensures that its digital ads reach the right audience with the right message. This targeted approach ensures a higher engagement rate, making its advertising campaigns more effective and efficient.

Samsung’s digital marketing and social media strategy is a sophisticated mix of engagement, content creation, influencer partnerships, and targeted advertising. This multi-faceted approach has enabled Samsung to not only connect with its existing customer base but also to attract new customers, keeping the brand relevant and prominent in the ever-evolving digital landscape.

Samsung’s Marketing Strategy in Summary

Samsung’s marketing strategy is a blend of technological innovation, strong brand positioning, customer-centric practices, and effective use of digital platforms. By understanding and adapting to market trends and consumer preferences, Samsung has managed to stay ahead in the highly competitive electronics and tech industry. 

• Diverse Product Range: Offers a wide array of products to cater to different market segments, from budget to premium consumers.
• Localized Marketing: Adapts strategies to fit the cultural, economic, and social nuances of each global market.
• Innovation Focus: Heavy investment in research and development to provide cutting-edge technology and advanced features in products.
• Patent Portfolio: Holds numerous patents, emphasizing its commitment to technological advancement and innovation.
• Emotional Branding: Uses emotional connections in advertising to make the brand more relatable and appealing.
• Celebrity Endorsements and Sponsorships: Collaborates with celebrities and sponsors major events to enhance brand visibility and appeal.
• Customer-Centric Approach: Prioritizes understanding and meeting customer needs, and maintains strong after-sales support for customer retention.
• Market Adaptability: Continuously monitors and adapts to changing market trends and consumer behaviors.
• Active Social Media Engagement: Utilizes social media platforms for customer engagement, brand promotion, and community building.
• Influencer Collaborations and Targeted Advertising: Partners with influencers for broader reach and employs targeted digital advertising for effective marketing campaigns.

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Samsung’s marketing makes the commonplace feel transformative

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Samsung has been a regular feature in Interbrands ’s Global Brands report, this year being named one of the top 10 fastest-growing brands. As a new generation of consumer enters the market, raised with access to amazing tech, how is Samsung changing the way it markets products that are now ubiquitous? The Drum catches up with its top UK marketer for the latest Deep Dive into the marketing secrets of fast-growth brands.

Samsung’s omnichannel marketing approach goes beyond a single product launch

The latest Samsung Unpacked – its biannual showcase of technology – saw it extend into the metaverse with a virtual Valentine’s Day event. While the event itself was a mixed bag due to technical issues with the Decentraland platform, it spoke to Samsung’s commitment to getting in on the ground floor of new marketing opportunities. It builds upon the work it has already done around custom esports partnerships and radical new CTV opportunities in demonstrating that the brand itself is not content to simply rest on its reputational laurels.

During Unpacked, that ethos was also on display through its Tiger in the City out-of-home (OOH) campaign (pictured above), which was deployed on curved screens in cities including New York, Seoul and London. It featured a tiger appearing to burst through the bounds of the screens, and was designed to allow the public to “feel Samsung’s vision up close at street level.”

It was a tone-setting advertisement, one that shied away from displaying flat technical specs to instead demonstrate Samsung’s philosophy. Annika Bizon is Samsung’s marketing and omni channel director for Samsung UK and Ireland. She explains that it was in service of brand growth through demonstrating “the art of the possible.”

“The one-size-fits-all way of marketing of the past has gone. Now it ’s about segmenting your audience, understanding what they’re using their phone for, and how they want to communicate,” she says.

“It ’s incredibly important that we understand all of the different touchpoints that people transact with. We know that the average consumer has 12 to 15 different touchpoints before they make a purchase decision – at minimum.”

To that end she says that Samsung has recognized the drive among audiences – particularly younger ones – for powerful cameras that allow them to share their experiences in an optimum way. The Tiger in the City execution was designed in part to communicate how well the cameras in its Galaxy S22 series perform in the dark. It is an iteration on existing tech, yes – but in a way that speaks to how users now interact with one another.

Multiplicity of marketing channels

David Norris, European head of creative strategy at Snap Inc, has previously told The Drum that “culture now breaks in the camera.” It is a recognition of that generational shift that both software and hardware manufacturers are dealing with. The most successful, like Samsung, are using the change in how people use preexisting tech as the hook around which they can base their marketing.

Bizon says that the key message Samsung wishes to impart is that its products are inherently personal, and that its marketing strategy reflects that: “We have to start the consumer journey with the consumer versus with the product. That ’s the difference, [it] is actually putting the consumer right at the center of that conversation.

“We ’ve got to have meticulous touchpoint planning so that we delight customers in as personalized and authentic a way as possible through that digital journey. The role social plays in this – as we’ve just spoken to – is incredibly important. That sits alongside personalizing journeys, because it’s just important that people feel you’re talking to them, you’re not just talking to everybody.”

She says that the legacy companies that struggle to break out of their legacy status have a limiting focus on one or two channels. That both limits their ability to demonstrate any new features of their products and – more importantly – locks them out of creating those multiple touchpoints that lead to a sale.

That extends to the rapidly accelerating opportunities around web3 and the metaverse. Bizon says: “I think every single marketing organization is looking at the metaverse and trying to understand, ‘what does that mean to us? What does that look like in the future?’ And we ’ve got various plans around that.

“Everything we ’ve done in the past is the past. Looking forward, any marketeer [needs to be] looking at their mix because the consumer is changing all the time.”

Beyond the one-off campaign

That ethos also extends to partnerships. Earlier this year the Samsung Galaxy brand partnered with marketplace and reseller Depop – both because it gives Samsung access to Depop’s predominantly gen Z audience, and also because it allows it to demonstrate its technological capability.

The statement from Depop around the partnership intimated that sellers would see more success if they used Samsung’s camera tech: “The Galaxy S21 Ultra makes your outfits shine with pro-grade video; the Galaxy Z Fold2 gives you flexibility to up your side hustle; the Galaxy Z Flip helps you take hands-free photos and videos.”

Samsung has also made overtures to gaming audiences, recognizing both the rapid rise of mobile gaming and the lucrative nature of that marketplace. It has previously launched campaigns solely to show off the processing power of its mobile devices, and has a dedicated strategy for reaching the legions of esports audiences emerging globally.

Those strategies are powered in part by the data Samsung has on its audiences, helped by the ubiquity of its products such as connected TVs (CTVs). These devices – in addition to its other hardware – allows it access to extremely granular data about user habits and changing trends. It is the happy consequence of Samsung’s hardware focus, one that allows it to speak to advertisers with more authority and also to adapt its own strategies.

Samsung is not short of competitors. It is deeply embedded in a consumer market that is saturated with products, with each new launch attempting to eke out an advantage by marketing a small step forward in technology. Samsung’s winning marketing strategy, then, is to create enough touchpoints with consumers that all those small changes add up to something that feels transformational, personal and empowering.

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Samsung Marketing Strategy: a brief overview

Samsung’s has the largest marketing budget in the competition and this fact partially explains the leadership position of the business in terms of market share. Samsung spent a total of USD10.2 billion (11.5 trillion won) on marketing in 2016 alone. This included USD3.9 billion (4.4 trillion won) toward advertisements, a 15% increase from 2015 [1] . Samsung marketing strategy integrates various forms of advertising, events and experiences, public relations, direct marketing and personal selling as discussed further below in more details. The multinational electronics company has 53 global sales bases worldwide.

Samsung marketing strategy is based on the following principles:

• Samsung 7ps of marketing places greater emphasis on product element of the marketing mix, compared to other elements such as process, people and physical evidence. Specifically, with 34 R&D centres worldwide and 53 global production bases, the multinational electronics company attempts to ensure the continuous pipeline of new products with innovative features and capabilities.
• Samsung segmentation targeting and positioning strategy integrates multi-segment, imitative and anticipatory positioning techniques.
• Samsung marketing communications strategy, as it is illustrated in figure below, comprises two steps and each step involves a set of separate activities. It has to be noted that legal review as an important element of marketing communication process is present in both steps – production and execution. This is because neglecting legal implications associated with the development and delivery of marketing communication messages can cause considerable damage to the brand image with severe financial implications.

Samsung Electronics marketing communication process [2

Samsung Group Report contains a full analysis of Samsung marketing strategy. 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] Samsung’s, LG’s marketing costs rise in 2016 amid heightened competition (2017) Yonhap News Agency, Available at: http://english.yonhapnews.co.kr/news/2017/04/05/0200000000AEN20170405001800320.html?input=rss

[2] Sustainability Report (2015) Samsung Electronics

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Unveiling Success: A Deep Dive into Samsung Marketing Strategy

Introduction, a. brief overview of samsung as a tech giant.

Samsung Electronics Co., Ltd., commonly referred to as Samsung, is a South Korean multinational electronics company headquartered in Suwon, South Korea. It is the world’s largest manufacturer of consumer electronics by revenue, employing over 200,000 people in 70 countries as of 2013. Samsung produces a wide range of products, including smartphones, televisions, home appliances, semiconductors, memory, integrated circuits, and displays.

B. Importance of marketing strategy in the competitive tech industry

In the ever-evolving and highly competitive tech industry, a robust marketing strategy is crucial for a company’s success. An effective marketing strategy can help a company:

• Increase brand awareness and recognition
• Differentiate itself from competitors
• Generate leads and drive sales
• Build customer loyalty
• Maintain a positive brand image

Samsung has long recognized the importance of marketing and has invested heavily in developing and implementing innovative marketing strategies. This commitment to marketing has been a key factor in Samsung’s rise to become one of the world’s leading tech brands.

C. Purpose of the blog – Understanding Samsung’s marketing approach

This blog aims to provide an in-depth look at Samsung’s marketing strategy. We will explore the evolution of Samsung’s marketing approach over the years, examine key milestones and pivotal moments in Samsung’s marketing history, and compare Samsung’s strategies with those of its competitors.

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Historical Perspective

Evolution of samsung’s marketing strategy over the years.

Samsung’s marketing strategy has evolved significantly over the years, reflecting the company’s changing products, target markets, and competitive landscape. In the early days, Samsung focused on marketing its products as high-quality and affordable alternatives to Japanese brands. As Samsung became more established, it shifted its focus to emphasizing innovation and design. In recent years, Samsung has placed a greater emphasis on digital marketing and social media engagement.

Key milestones and pivotal moments in Samsung’s marketing history

Samsung’s marketing history is marked by several key milestones and pivotal moments, including:

• 1970s: Samsung launches its first advertising campaign in South Korea.
• 1980s: Samsung expands its marketing efforts internationally and becomes a major player in the global electronics market.
• 1990s: Samsung introduces its iconic Galaxy line of smartphones, solidifying its position as a leader in mobile technology.
• 2000s: Samsung launches a series of highly successful marketing campaigns, including the “Hope for Children” campaign and the “Samsung You” campaign.
• 2010s: Samsung continues to invest heavily in digital marketing and social media engagement. The company also becomes known for its innovative marketing campaigns, such as the “Galaxy Unpacked” events.
• 2020s: Samsung continues to focus on digital marketing and social media engagement, while also exploring new marketing channels, such as virtual reality and augmented reality.

Comparison with competitors’ strategies

Samsung has a long history of successful marketing campaigns, but the company faces stiff competition from other tech giants, such as Apple, Google, and Huawei. Each of these companies has its own unique marketing strategy, and Samsung must continually innovate and adapt in order to stay ahead of the competition.

Table 1: Comparison of Samsung’s marketing strategy to its competitors

Statistics:

• Samsung is the world’s largest manufacturer of smartphones, with a market share of 22.7% in Q2 2023.
• Samsung’s global marketing budget is estimated to be over $20 billion.
• Samsung has over 150 million followers on social media.
• Samsung’s “Galaxy Unpacked” events are among the most anticipated events in the tech industry.

Market Analysis

Overview of the tech market and its dynamics.

The tech market is a rapidly evolving and highly competitive landscape. New technologies emerge constantly, and consumer preferences change quickly. As a result, companies in the tech industry must be agile and adaptable in order to stay ahead of the curve.

Samsung’s market positioning and target audience

Samsung positions itself as a premium brand that offers innovative and high-quality products. The company’s target audience is global and includes consumers of all ages and demographics. Samsung has a strong presence in both developed and developing markets. This global reach is a key advantage for the company, as it allows it to tap into a wide range of potential customers.

Competitor landscape and challenges faced by Samsung

Samsung faces stiff competition from other tech giants, such as Apple, Google, and Huawei. These companies all have strong brand reputations and offer a wide range of innovative products. Samsung must continually innovate and differentiate its products in order to maintain its competitive edge.

In addition to competition from other tech giants, Samsung also faces challenges from the overall economic climate and technological advancements. The company must be able to manage its costs effectively and adapt to new technologies in order to stay profitable.

Table 2: Key Challenges Faced by Samsung in the Tech Market

• The global tech market is expected to reach $5.8 trillion in 2023.
• Smartphone sales are expected to reach 1.4 billion units in 2023.
• The average consumer spends over $1,000 on tech products each year.

Also Read – LEVERAGING L’ORÉAL MARKETING STRATEGIES: AN ANALYSIS OF GLOBAL SUCCESS

Core Elements of Samsung’s Marketing Strategy

Branding and identity.

Samsung has built a strong brand image that is synonymous with innovation, quality, and design. The company’s branding is consistent across all of its products and marketing channels, which helps to create a unified brand experience for consumers.

Product Innovation

Samsung is known for its commitment to product innovation. The company invests heavily in research and development (R&D), and it has a reputation for releasing new and innovative products regularly. This commitment to innovation has helped Samsung to establish itself as a leader in the tech industry.

• Digital Marketing

Samsung has a strong focus on digital marketing. The company uses a variety of digital channels to reach consumers, including social media, online advertising, and search engine marketing. Samsung also has a strong presence on YouTube, where it posts product reviews, tutorials, and other engaging content.

Customer Relationship Management (CRM)

Samsung is committed to building strong relationships with its customers. The company has a number of CRM initiatives in place, including loyalty programs and post-purchase engagement strategies. These initiatives help Samsung to keep its customers happy and loyal.

In addition to these core elements, Samsung’s marketing strategy also includes a number of other initiatives, such as sponsorships, events, and public relations. Samsung is constantly looking for new and innovative ways to reach consumers and promote its products and services.

Overall, Samsung’s marketing strategy is a complex and well-coordinated effort that has helped the company to become one of the world’s leading tech brands. The company’s commitment to innovation, digital marketing, and customer relationship management has been key to its success.

Successful Marketing Campaigns

Galaxy series launches.

Samsung’s Galaxy series of smartphones has been one of the most successful product launches in tech history. The company has mastered the art of creating anticipation and excitement for each new Galaxy release, and its marketing campaigns have played a key role in this success.

Image of Samsung Galaxy S23 Series

The Galaxy Unpacked events, which are held annually to unveil the latest Galaxy products, are a prime example of Samsung’s effective marketing. These events are highly anticipated by tech enthusiasts and media outlets alike, and they generate a significant amount of buzz. Samsung’s marketing team also creates a series of pre-event teasers and social media campaigns to further build excitement and engagement.

Integration of AI and IoT in Marketing

Samsung is increasingly using AI and the Internet of Things (IoT) to personalize and enhance its marketing efforts. For instance, the company has developed chatbots that can answer customer questions and provide product information in real time. Samsung is also using IoT devices to track customer behavior and preferences, which helps the company to tailor its marketing messages to specific individuals.

Learning from Failures

While Samsung has enjoyed many successful marketing campaigns, the company has also experienced its share of setbacks. In 2017, Samsung recalled its Galaxy Note 7 smartphones due to battery issues. This recall was a major blow to the company’s reputation and sales, and it highlighted the importance of quality control and risk management in marketing.

Samsung has taken steps to learn from the Galaxy Note 7 recall and improve its product testing and quality control processes. The company has also implemented more rigorous safety standards for its products and services. These changes have helped Samsung to regain consumer trust and build a stronger reputation for quality.

Global Reach

International marketing efforts.

Samsung is a global brand with a presence in over 190 countries. The company has tailored its marketing strategies to different regions to account for cultural differences and local preferences. For example, Samsung’s marketing campaigns in China often feature Chinese celebrities and cultural references.

Samsung has also invested heavily in localizing its products and services to better meet the needs of consumers in different countries. The company has developed a wide range of products and features that are specifically designed for specific regions. For instance, Samsung’s smartphones in India often have features that are popular in the Indian market, such as language support and payment options.

Cultural Considerations in Marketing

Samsung understands the importance of being culturally sensitive in its marketing efforts. The company has a team of experts who research and understand the cultural nuances of different regions. This knowledge helps Samsung to create marketing campaigns that are appropriate for different cultures and that do not offend or alienate consumers.

For example, Samsung’s marketing campaigns in the Middle East often avoid showing images of women. This is in accordance with the cultural norms of the region, and it helps Samsung to avoid potential offense. Samsung also takes care to avoid using language that may be considered offensive or inappropriate in certain cultures.

Overall, Samsung has a strong and effective marketing strategy that has helped the company to become one of the world’s leading tech brands. The company’s commitment to innovation, digital marketing, and customer relationship management, combined with its ability to learn from failures and adapt to different cultures, has been key to its success.

• Samsung’s global market share is over 20%.
• Samsung has over 260,000 employees worldwide.
• Samsung’s brands are recognized in over 95% of households worldwide.

Samsung’s success is a testament to the power of effective marketing. The company’s ability to understand its customers, stay ahead of the competition, and adapt to new technologies has been a key factor in its global domination. Samsung’s marketing strategy is a model for other companies in the tech industry, and it serves as a reminder that marketing is not just about advertising; it is about building relationships, creating value, and connecting with customers on a deeper level.

Samsung’s marketing strategy has been a key factor in the company’s success. The company has consistently innovated, adapted, and excelled in its marketing efforts, positioning itself as a global leader in the tech industry. Samsung’s commitment to innovation, storytelling, and measurement has enabled it to connect with consumers on an emotional level, build brand loyalty, and achieve remarkable success in the competitive tech landscape. As the tech industry continues to evolve, Samsung is well-positioned to adapt and thrive, drawing inspiration from its past successes and embracing emerging trends such as AI, data-driven marketing, and customer experience. Samsung’s marketing strategy serves as a model for businesses across industries, demonstrating the power of effective marketing in building strong brands, driving sales, and achieving sustainable growth in a dynamic market.

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Table of Contents

Digital presence of samsung, digital marketing campaigns of samsung , marketing mix of samsung, swot analysis, results of samsung marketing strategy, conclusion , how samsung marketing strategy solidifies its brand value.

The global electronics powerhouse– Samsung began its journey as a low-tier manufacturing brand. A strong Samsung marketing strategy revolutionized its stance in the market, making it the No.1 smartphone producer worldwide. The tech giant ranks 4th in Forbes' list of the World's Largest Tech Companies. A perfect blend of digital marketing and innovation has established Samsung as a unique, high-quality brand worthy of customer loyalty.  

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Samsung's adept use of social currency has contributed to its success in digital marketing. Expanding its social media presence, Samsung provides customers and brand loyalists several chances to share their experiences with those in their circle. 

Samsung YouTube Channel

To connect with the various segments of the population their products target, Samsung has social profiles on all of the major social networks, including 

• Facebook: 162M
• Twitter: 12.5M
• YouTube: 6.24M
• Instagram: 4.5M

Samsung Facebook Page with 162 Million Likes

Moreover, Samsung has several profiles on each platform. For instance, Instagram has Samsung, Samsung India, Samsung UK, Samsung UA, Samsung Mobile and more.

The company adheres to the best digital marketing practices like SEO and quality content creation that solves customer problems. 

Being a community-oriented brand that impacts audiences worldwide, Samsung introduces various marketing campaigns. The promising Samsung marketing strategy focuses on leveraging the power of exceptional marketing campaigns to promote its products and appeal to the audience. 

Social media ads, sponsorships, and online advertising strengthened the brand. Some exceptional Samsung marketing campaigns are as follows: 

• #YouMake Campaigns: It brings up a global marketing platform for consumers to take the lead with device customization. It brings a better way of personalization via customized control enabled by SmartThings IoT solutions. The #YouMake campaign offers continuous services and virtual benefits, encouraging customer participation by utilizing the best metaverse platforms.
• Growing Up: Another commercial on YouTube that made people reconsider their options. The company directly targeted its main competitor–Apple, and the video took the internet by storm.

Product, Price, Place, and Promotion–the 4Ps of the marketing mix constitute an integrated marketing model. Samsung’s marketing mix plan gives insights into the company’s success secret. 

1. Product Mix

Delivering excellent results in recent years, Samsung products are well-known for their services and quick support. Samsung’s marketing mix in its product line is one of its major strong points. The products fall into the following categories: 

• Mobile phones
• Televisions – LEDs, Plasma TV, LCDs, SMART TV, HDTV
• Refrigerators
• Air Conditioners
• Washing Machine
• IT – Printers, laptops, and accessories

2. Price Mix

Price mix is one of the strongest points in the Samsung marketing strategy. It offers two pricing schemes to satisfy its clients. The corporation adopts a price skimming tactic whenever it releases a new smartphone with the latest technology. Moreover, it reduces the price of that product when the competitors launch identical products. 

3. Promotion Mix

Samsung attracts customers via advertising while employing the best tactics to push products through sales promotions.

The company employs several marketing vehicles both during the festive season and outside of it. It grants numerous discounts and incentives to business partners, encouraging them to sell Samsung products above the competition. 

4. Place Mix

Samsung service dealers are responsible for corporate sales. Its selling point is its distribution. They distribute their goods via a single distribution business. They then distribute them to other locations.

SWOT analysis is one of the best ways to dive deeper into the Samsung marketing technique. It provides insights into Samsung’s strengths, weaknesses, opportunities, and threats concerning its marketing competitiveness.

Samsung’s Strengths

• It has held a strong position in the smartphone manufacturing industry for years. Climbing the ladder, Samsung ranks first on the world’s best smartphone manufacturers list. 
• Significant investments in the innovative research and development sector have helped Samsung generate a diverse product offering compared to its competitors.
• Its transition to a customer-centric management system has brought about revolutionary changes. 
• Its consistent efforts for sustainable development, such as the adoption of eco-packaging for TVs, give it the upper hand. 
• Samsung leads the development of advanced technologies like AI, 5G, automotive and robotics. 
• Lastly, it is rapidly expanding commercial marketing in India and China. 

Samsung’s Weakness

• Despite expanding its operations in Asia, the company relies heavily on American markets.
• Samsung’s defective items, such as the Samsung Galaxy A20e and a malfunctioning foldable phone.

Samsung’s Opportunities

• Samsung can achieve tremendous development in the smartphone industry by setting the standard with innovative goods like foldable phones.
• As the world adopts 5G, Samsung has the know-how to capitalize on the opportunity.
• The company can hire exceptionally skilled professionals using its brand image. 

Samsung’s Threats

• Samsung’s entanglement in controversies can jeopardize its business, such as the lawsuit filed by Apple for patent infringement.
• Xiaomi, Apple, and Huawei stand as major threats and technological competitors who can outsmart Samsung. 

Samsung’s revamped marketing programs and competitive strategy implementation have significantly contributed to its huge success over the years. 

Performing continuous market research, adding new features, serving customer pain points and employing special efforts to reduce costs, Samsung has paved the way for its success from the very beginning. 

Its global value increased by more than 200% in a short span ranging from 2003 to 2008. 

Samsung took over Sony–one of the most valuable consumer-electronics brands worldwide. Consequently, Samsung’s sales reached $119 billion by 2009. When the company introduced Samsung Galaxy and leveraged the power of digital platforms for promotions and marketing, its revenue grew to $218 billion in 2018. 

Today, Samsung stands 5th on Interbrand’s list of Best Global Brands with a brand value of USD 74.6 billion. It has witnessed a 20% increase in comparison to the last year.

Sparking creativity worldwide, Samsung is the most profitable tech company. The robust Samsung marketing strategy has made it one of the most valuable brands today. Its smart digital marketing tactics set an excellent example of how to revamp your online business as a digital marketer. 

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Samsung's Marketing Strategies: Redefining Possibilities

Apoorva Bajj , Archana Karthikeyan

Samsung is a household name that needs no introduction. A South Korean conglomerate, Samsung was founded in 1938 by Lee Byung-Chul as a small trading company and has since grown into one of the most successful and innovative companies in the world. With its diverse product portfolio ranging from electronics to home appliances, Samsung has a presence in almost every aspect of our daily lives.

Over the years, Samsung has consistently pushed the boundaries of technology, introducing groundbreaking products that have revolutionized the market. From the world’s first MP3 player to the latest Galaxy S series smartphones , Samsung has always been at the forefront of technological innovation. The company has sold over 1.4 billion smartphones to date, and its current market share is around 19%, making it the second-largest smartphone manufacturer in the world.

Samsung’s success can be attributed to its commitment to quality and its ability to adapt to changing market trends. It has also made significant investments in research and development, with a budget of over $15 billion annually. As a result, Samsung has won numerous awards and accolades for its innovative products, including 36 CES Innovation Awards in 2021.

Today, Samsung is a global leader in technology, with a market value of over $400 billion. Its products are sold in over 80 countries, and it employs over 300,000 people worldwide. Despite facing stiff competition from rivals such as Apple and Huawei, Samsung continues to hold its position as one of the most innovative and successful companies in the world.

Samsung - Target Audience Samsung - Marketing Mix Samsung - Marketing Campaigns Samsung - Marketing Strategies

Samsung - Target Audience

Samsung is a global brand that caters to a diverse range of consumers. With its wide range of products, the company targets different demographic and geographic segments . Here’s a breakdown of Samsung’s target audience :

• Demographic: Samsung targets consumers of all ages, genders, and income levels. Its product range includes smartphones, tablets, TVs, home appliances, and more, making it accessible to almost everyone. However, the company’s primary focus is on tech-savvy consumers who are always on the lookout for the latest and greatest products. Samsung also targets younger audiences with its trendy and fashionable designs.
• Geographic: Samsung’s products are sold in over 80 countries , with a strong presence in Asia, Europe, and North America. The company’s largest market is in Asia, with South Korea and China being its biggest markets. Samsung has also been expanding its presence in emerging markets such as India and Africa.
• Psychographic: Samsung targets consumers who value quality, innovation, and style. Its products are known for their cutting-edge technology, sleek designs, and user-friendly interfaces.
• Behavioral: Samsung targets consumers who are always on the move and need products that can keep up with their busy lifestyles. Its smartphones and tablets are designed to be portable and easy to use on the go. Samsung also targets consumers who are looking for high-performance products that offer great value for money.

Samsung’s target audience is diverse and includes consumers of all ages, genders, income levels, and geographic locations. The company’s products are designed to cater to tech-savvy consumers who value quality, innovation, style, and eco-friendliness. With its broad appeal, Samsung continues to be one of the most successful and innovative companies in the world.

Samsung - Marketing Mix

Samsung is a leading brand in the technology industry, known for its innovative products and cutting-edge technology. One of the reasons for Samsung’s success is its effective marketing mix . A marketing mix is a set of marketing tools and tactics that a company uses to promote its products or services to its target audience. Let’s take a closer look at Samsung’s marketing mix and how it has contributed to the company’s success.

Samsung’s product portfolio is extensive, ranging from smartphones and tablets to home appliances and TVs. The company’s products are known for their high-quality and innovative features, which sets them apart from their competitors. Samsung invests heavily in research and development to stay ahead of the curve, and its products are constantly evolving to meet the needs of its target audience. Here’s a breakdown of Samsung's product mix:

• Mobile Devices

Samsung is a leading player in the mobile devices market , with its flagship Galaxy series being one of the most popular smartphones globally. The company’s product range includes smartphones, tablets, and wearable devices.

• Home Appliances

Samsung offers a range of home appliances, including refrigerators, washing machines, air conditioners, and vacuum cleaners. These products are designed to be energy-efficient and come with innovative features such as smart connectivity.

Samsung is a market leader in the TV industry, with a range of smart TVs in different sizes and resolutions. The company’s TVs are known for their picture quality, sleek design, and user-friendly interface.

• Computing Devices

Samsung offers a range of computing devices, including laptops, desktops, and monitors. The laptops are designed for different use cases, from business to gaming.

• Audio Devices

Samsung’s audio product range includes soundbars, wireless speakers, and headphones. The audio devices are known for their high-quality sound and sleek design.

Samsung offers a range of digital cameras, including point-and-shoot cameras and mirrorless cameras. The cameras come with advanced features such as 4K video recording and interchangeable lenses.

• Smart Home Devices

Samsung offers a range of smart home devices, including smart locks, smart bulbs, and smart hubs. These products are designed to work seamlessly with each other and can be controlled through a single app.

Samsung’s product mix is diverse and caters to different needs and preferences. The products are known for their quality, innovation, and user-friendly interfaces, making them popular among consumers worldwide. By offering a wide range of products in different categories, Samsung has been able to establish itself as a leader in the technology industry.

Samsung has a diverse product mix that caters to a wide range of consumers. The company’s pricing strategy is based on the value its products offer to its customers. Here’s a breakdown of Samsung’s price mix:

• Premium Pricing: Samsung’s flagship products, such as the Galaxy smartphones and high-end TVs, command a premium price tag. These products are known for their cutting-edge technology, innovative features, and superior quality. Samsung’s premium pricing strategy is designed to position the brand as a leader in the technology industry and appeal to consumers who are willing to pay a premium for the latest and best technology.
• Competitive Pricing: Samsung offers a range of products at different price points to cater to consumers with different budgets. The company’s mid-range and entry-level smartphones, home appliances, and computing devices are priced competitively, making them accessible to a wider range of consumers.
• Promotional Pricing: Samsung uses promotional pricing to create excitement around its products and increase sales. The company offers discounts and bundle deals on its products during major shopping events such as Black Friday and Cyber Monday . Samsung also partners with mobile carriers to offer special deals and incentives for customers who sign up for long-term contracts.
• Psychological Pricing: Samsung uses psychological pricing tactics to appeal to consumers’ emotions and perceptions . The pricing strategy includes offering products at prices that end in 99 cents or $0.99, creating the illusion of a lower price and increasing the likelihood of a purchase.

Samsung’s price mix is designed to appeal to a wide range of consumers by offering products at different price points. The premium pricing strategy positions it as a leader in the technology industry, while its competitive and promotional pricing tactics make its products accessible to a wider range of consumers. By using psychological pricing tactics, Samsung is able to create an emotional connection with its customers and increase the likelihood of a purchase.

Samsung’s place mix includes a combination of direct and indirect distribution channels to make its products easily accessible to customers. Direct sales are available through the company’s website and retail stores, while partnerships with major retailers and mobile carriers provide indirect sales channels. Distribution centers ensure the timely delivery of products, and a strong online presence allows for promotion, customer support, and feedback gathering . This strategy allows Samsung to meet the needs of customers and maintain its position as a leading technology brand.

Samsung's promotion mix involves various marketing communication tactics, including advertising, sales promotion, public relations , personal selling, and digital marketing , to reach its target audience and build brand awareness. Samsung's advertising campaigns focus on creating brand awareness and promoting specific products, while sales promotions like discounts and loyalty programs incentivize customers to purchase. The company's strong public relations strategy builds a positive brand image , and its digital marketing strategy leverages social media platforms and influencer marketing to engage with customers and reach a younger demographic. Samsung uses a combination of traditional and digital marketing channels to maintain its position as a leading technology brand and meet the changing needs of its customers.

Samsung’s marketing mix is a key factor in its success. Its high-quality and innovative products, competitive pricing, strong global presence, and effective promotion strategies have helped the company build a strong brand identity and connect with its target audience. By continually evolving its marketing mix, Samsung has been able to stay ahead of the competition and maintain its position as one of the top technology companies in the world.

Samsung - Marketing Campaigns

Samsung is known for its innovative and creative marketing campaigns that promote its products and inspire its target audience. The campaigns, such as # DoWhatYouCant , Samsung Galaxy, Samsung Safety Truck, and Samsung Surfboard, showcase the company’s technological innovations, high-quality visuals, and celebrity endorsements. These campaigns have successfully created brand awareness and positioned Samsung as a leading technology brand.

Samsung - Marketing Strategies

Samsung has been known for its innovative and successful marketing strategies that have helped the company establish itself as a leading brand in the technology industry. The marketing strategies are designed to create brand awareness, promote its products, and connect with its target audience. Here are the top marketing strategies of Samsung:

• Product Innovation

Samsung has a strong focus on innovation and product development . The company invests heavily in research and development to create cutting-edge products that meet the changing needs of its customers. This strategy has helped Samsung stay ahead of its competitors and maintain its position as a market leader.

• Celebrity Endorsements

Samsung has been successful in using celebrity endorsements to promote its products. The company has partnered with high-profile celebrities such as Lionel Messi, BTS, and Millie Bobby Brown to promote its products and create brand awareness. These endorsements help Samsung reach a wider audience and create a strong emotional connection with its customers.

Sponsorships And Partnerships

Samsung has partnered with major events and organizations such as the Olympics, NBA, and fashion weeks to promote its products and create brand awareness. These sponsorships and partnerships help Samsung connect with its target audience and showcase its products to a wider audience.

• Social Media Marketing

Samsung has a strong social media presence and uses platforms such as Instagram, Twitter, and Facebook to engage with its customers and promote its products. The company creates high-quality content and uses social media influencers to reach a younger demographic.

• Customer Service

Samsung has a strong focus on providing excellent customer service. The company has a dedicated customer support team that responds quickly to customer inquiries and resolves issues efficiently. This strategy has helped Samsung build a strong reputation for customer satisfaction and loyalty .

Samsung’s marketing strategies are designed to create brand awareness, promote its products, and connect with its target audience. Samsung has been able to establish itself as a leading brand in the technology industry by employing these marketing strategies.

Samsung has been a pioneer in the tech industry, and its marketing strategies have played a significant role in its success. By leveraging a combination of innovative ideas, high-quality visuals, and celebrity endorsements, Samsung has been able to create brand awareness, showcase its products, and inspire its audience.

As marketers and start-ups, there are valuable lessons to be learned from Samsung’s marketing strategies. Firstly, it is important to understand your target audience and their needs. Samsung has been able to tailor its campaigns to different demographics, whether it is through celebrity endorsements or social media influencers.

Secondly, creativity is key. Samsung has used its marketing campaigns to showcase its technological innovations in unique and unexpected ways. By thinking outside the box, marketers and start-ups can create campaigns that capture their audience’s attention and differentiate themselves from their competitors.

Samsung’s marketing campaigns have been consistent in their messaging and visuals, helping to create a strong brand image. As marketers and start-ups, it is important to develop a consistent brand identity across all marketing channels to build brand recognition and trust.

By learning from these strategies and applying them to their own campaigns, marketers, and start-ups can drive success and growth in their respective industries.

What is the target audience of Samsung?

Samsung targets consumers of all ages, genders, and income levels. However, the company’s primary focus is on tech-savvy consumers who are always on the lookout for the latest and greatest products. Samsung also targets younger audiences with its trendy and fashionable designs.

What are the main marketing strategies used by Samsung that have helped it to establish itself as a leading brand in the technology industry?

Here are the top marketing strategies of Samsung:

• Sponsorships and Partnerships

What is the range of products offered by Samsung?

Here are the products offered by Samsung -

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Consumer Electronics

Samsung Electronics - statistics & facts

Samsung at the top of the smartphone market, a strong table and smartwatch player, a towering presence in the display and semiconductor markets, key insights.

Detailed statistics

Samsung Electronics: global revenue 2005-2023

Most valuable brands worldwide 2024

Research & development expenditure at Samsung Electronics 2009-2023

Editor’s Picks Current statistics on this topic

Quarterly revenue of Samsung Electronics 2011-2024, by business segment

Mobile Devices

Samsung's market share of global smartphone shipments 2009-2024, by quarter

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IT devices total spending worldwide 2012-2024

Global spending on devices (PCs, tablets, mobile phones, and printers) from 2012 to 2024 (in billion U.S. dollars)

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Smartphone shipments worldwide from 4th quarter 2009 to 1st quarter 2024 (in million units)

Worldwide tablet shipments 2010-2024, by quarter

Worldwide tablet shipments from 2nd quarter 2010 to 1st quarter 2024 (in million units)

Television shipments worldwide forecast 2015-2024

Television unit shipments worldwide from 2015 to 2024 (in millions)

Semiconductor market revenue worldwide 1987-2024

Semiconductor market revenue worldwide from 1987 to 2024 (in billion U.S. dollars)

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Most valuable technology brands worldwide in 2023 (in billion U.S. dollars)

Financial overview

• Premium Statistic Samsung Electronics: global revenue 2005-2023
• Premium Statistic Quarterly revenue of Samsung Electronics 2011-2024, by business segment
• Premium Statistic Samsung Electronics' breakdown of revenue 2011-2023, by region
• Basic Statistic Samsung Electronics' operating profit 2009-2024, by quarter
• Premium Statistic Research & development expenditure at Samsung Electronics 2009-2023
• Premium Statistic Samsung Electronics employees worldwide 2009-2022
• Premium Statistic Patent ownership of Samsung Electronics 2023, by region

Samsung Electronics' global revenue from 2005 to 2023 (in trillion South Korean won/billion U.S. dollars)

Samsung Electronics' revenue from 1st quarter 2011 to 1st quarter 2024, by product/business segment (in billion U.S. dollars)

Samsung Electronics' breakdown of revenue 2011-2023, by region

Samsung Electronics share of revenue from 2011 to 2023, by region

Samsung Electronics' operating profit 2009-2024, by quarter

Samsung Electronics' quarterly operating profit from 2009 to 2024 (in trillion South Korean won)

Research & development expenditure at Samsung Electronics 2009-2023

Global research & development expenditure at Samsung Electronics between 2009 and 2023 (in trillion South Korean won/ billion U.S. dollars)

Samsung Electronics employees worldwide 2009-2022

Number of Samsung Electronics employees worldwide from 2009 to 2022 (in 1,000s)

Patent ownership of Samsung Electronics 2023, by region

Number of registered patents owned by Samsung Electronics worldwide in 2023, by region

Segment: Smartphones & tablets

• Premium Statistic Global smartphone unit shipments of Samsung 2010-2024, by quarter
• Basic Statistic Samsung's market share of global smartphone shipments 2009-2024, by quarter
• Premium Statistic Samsung tablet shipments worldwide 2012-2024, by quarter
• Premium Statistic Samsung tablet market share worldwide 2012-2024, by quarter

Global smartphone unit shipments of Samsung 2010-2024, by quarter

Smartphone unit shipments of Samsung worldwide by quarter from 1st quarter 2010 to 1st quarter 2024 (in million units)

Samsung's market share of global smartphone shipments 2009-2024, by quarter

Samsung's share of global smartphone shipments from 2nd quarter 2009 to 1st quarter 2024

Samsung tablet shipments worldwide 2012-2024, by quarter

Samsung tablet shipments worldwide from 2012 to 2024, by quarter (in million units)

Samsung tablet market share worldwide 2012-2024, by quarter

Samsung tablet market share worldwide from 2012 to 2024, by quarter

Segment: Displays & TVs

• Premium Statistic Display panel revenue of Samsung Electronics 2013-2023
• Premium Statistic Display panel operating profit of Samsung Electronics 2013-2023
• Premium Statistic R&D expenses of Samsung Display 2015-2023
• Premium Statistic Samsung Electronics' TV global market share 2016-2023

Display panel revenue of Samsung Electronics 2013-2023

Display panel revenue of Samsung Electronics from 2013 to 2023 (in trillion South Korean won)

Display panel operating profit of Samsung Electronics 2013-2023

Display panel operating profit of Samsung Electronics from 2013 to 2023 (in trillion South Korean won)

R&D expenses of Samsung Display 2015-2023

Research and development (R&D) expenses of Samsung Display from 2015 to 2023 (in trillion South Korean won)

Samsung Electronics' TV global market share 2016-2023

Samsung Electronics' TV global market share from 2016 to 2023, based on unit sales

Segment: Semiconductors

• Premium Statistic Samsung semiconductor market revenue worldwide 2007-2023
• Premium Statistic Samsung semiconductor market revenue share worldwide 2008-2023
• Premium Statistic Semiconductor expenditure of Samsung Electronics 2011-2022
• Premium Statistic Samsung Electronics' DRAM global market share 2015-2023

Samsung semiconductor market revenue worldwide 2007-2023

Samsung semiconductor market revenue worldwide from 2007 to 2023 (in billion U.S. dollars)

Samsung semiconductor market revenue share worldwide 2008-2023

Samsung semiconductor market revenue share worldwide from 2008 to 2023

Semiconductor expenditure of Samsung Electronics 2011-2022

Samsung Electronics expenditure on semiconductors from 2011 to 2022 (in billion U.S. dollars)

Samsung Electronics' DRAM global market share 2015-2023

Samsung Electronics' dynamic random-access memory (DRAM) global market share from 2015 to 2023, based on revenue

Competitors: Consumer electronics

• Premium Statistic Global smartphone shipments by vendor 2009-2024
• Premium Statistic Quarterly smartphone market share worldwide by vendor 2009-2024
• Premium Statistic Foldable smartphone unit shipments worldwide 2023-2024, by vendor
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• Premium Statistic Quarterly wearables shipments worldwide 2014-2023, by vendor
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Global smartphone shipments by vendor 2009-2024

Smartphone shipments by vendor worldwide from 4th quarter 2009 to 1st quarter 2024 (in million units)

Quarterly smartphone market share worldwide by vendor 2009-2024

Global smartphone market share from 4th quarter 2009 to 1st quarter 2024, by vendor

Foldable smartphone unit shipments worldwide 2023-2024, by vendor

Unit shipments of foldable smartphones worldwide in 2023 and 2024, by vendor (in millions)

Foldable smartphone market share worldwide 2023-2024, by vendor

Market share of leading foldable smartphone vendors worldwide in 2023 and 2024

Tablet vendor shipments worldwide 2012-2024, by quarter

Tablet vendor shipments worldwide from 2011 to 2024, by quarter (in millions)

Global market share held by tablet vendors 2011-2024

Tablet shipments market share by vendor worldwide from 2nd quarter 2011 to 1st quarter 2024

Quarterly wearables shipments worldwide 2014-2023, by vendor

Wearables unit shipments worldwide by vendor from 1st quarter 2014 to 3rd quarter 2023 (in millions)

Wearables shipments worldwide market share 2014-2022, by vendor

Market share of wearables unit shipments worldwide from 2014 to 2022, by vendor

Competitors: Semiconductors

• Premium Statistic Semiconductor companies market revenue worldwide 2009-2023
• Premium Statistic Semiconductor foundries market revenue worldwide 2019-2023, by quarter
• Premium Statistic DRAM manufacturers revenue worldwide 2011-2023, by quarter
• Premium Statistic NAND flash manufacturers revenue worldwide 2010-2023, by quarter

Semiconductor companies market revenue worldwide 2009-2023

Semiconductor companies market revenue worldwide from 2009 to 2023 (in billion U.S. dollars)

Semiconductor foundries market revenue worldwide 2019-2023, by quarter

Semiconductor foundries market revenue worldwide from 2019 to 2023, by quarter (in million U.S. dollars)

DRAM manufacturers revenue worldwide 2011-2023, by quarter

DRAM manufacturers revenue worldwide from 2011 to 2023, by quarter (in million U.S. dollars)

NAND flash manufacturers revenue worldwide 2010-2023, by quarter

NAND flash manufacturers revenue worldwide from 2010 to 2023, by quarter (in million U.S. dollars)

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Samsung Segmentation, Targeting, and Positioning

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1. Introduction

Electronics is a very competitive, fast-growing sector that necessitates massive R&D spending. Samsung is among the industry is the most important, renowned, and powerful companies. This South Korean technological behemoth was formed in 1969. The firm manufactures mobile phones, televisions, and other household goods, among other things. With its extensive expertise, a wide range of products, and ongoing developments, Samsung may be called a pioneer in the electronics business. Effective segmentation and positioning tactics played a critical part in the company's development and acquisition of a distinct market position. So, let's take a closer look at this behemoth and examine the techniques that have led to its success.

Segmentation, targeting, and placement on Samsung are a series of operations carried out in a certain order. The core of Samsung's marketing strategy is comprised of these actions. Segmentation is the process of splitting a population into distinct groups based on shared traits. Targeting is the process of identifying certain groups of people to be product and service customers. Finally, positioning is the process of selecting the marketing mix that is most suited to the target client category.

2.Market Segmentation of Samsung

Samsung caters to several market groups at the same time by delivering a variety of product and service packages. For example, Samsung SMART Signage professional displays come in a variety of sizes, screen resolutions, and capabilities, as well as a variety of pricing points. As a result, Samsung caters to the demands and desires of customers with various financial means. Samsung is well-known for copying its primary competitor, Apple's product design, functionality, and marketing approach. Some Samsung products, such as mobile image sensors, have a poor turnover rate at the moment. These products, on the other hand, were created with the expectation of increased sales in the future.

Samsung has a very large and diversified product portfolio. Over 50 manufacturing bases in various regions, as well as over 30 R&D facilities and roughly six design centers, are all part of the organization. Samsung has a wide range of items that may appeal to people of all interests, financial levels, and preferences. The company's goods are noted for their high quality and long lifespan. At the same time, Samsung's goods not only reflect but also determine current market trends.

3. Targeting of Samsung

Samsung goods are available in a variety of nations throughout the world. To reach a diverse consumer base, the organization employs a variety of sales methods. Samsung has been actively involved in sales and service agreements that are directly related to corporate sales. Samsung has distributors for selling its products at the same time. There is a country, territorial, and regional distributors for the firm. Different distributorship rights can be obtained by different distributors.

A distributor might be granted the authority to market all Samsung items or a specific product category to the public. This varies depending on the distributor's operational zone, experience, and size. Samsung also offers its goods in both small and large retail stores. Reliance Digital, Chroma, and other megastores are examples. Samsung employs internet sales and e-commerce platforms in addition to conventional sales channels. Samsung items are available for purchase on the company's official website.

4. Positioning of Samsung

For any business, well-designed and successful positioning may be a game-changer. When it comes to building a brand image in the minds of customers, positioning may be quite powerful. Samsung has a very standard positioning approach for a technology firm. Samsung employs positioning strategies that depend on the competitors. The firm is continually introducing new technologies that aid in the creation of a level playing field. Samsung keeps up with the times and maintains a leadership position among other strong firms in the sector thanks to new features, a new choice, and other novelties.

The curved screen is a distinguishing feature of this device. In the electronics sector, this notion is novel and game-changing. Samsung was able to pique customers' attention and curiosity by applying this technology. The giant's curved screen opened up new possibilities for itself and competitors who would either imitate the innovation or come up with something else to outshine Samsung.

6. Summary Mind Map Template

Samsung, once recognized as a low-quality service provider, is now one of the country's biggest smartphone manufacturers. Samsung had to put in a lot of work and spend millions of dollars on reinventing themselves and getting to where they are now. Let's take a look at Samsung Mobile's Brand Positioning and how segmentation, targeting, and positioning helped them become one of the world's leading smartphone manufacturers.

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Table of Samsung Segmentation Targeting and Positioning:

7. Key Takeaways

To summarize, a variety of causes and actions influenced Samsung's current success. This organization has managed to retain its commitment to quality, enthusiasm, and dedication in all of its endeavors. Despite its success, the organization never stagnates and continues to expand via self-improvement, research and development, and market research. Furthermore, customers play an important role in Samsung's success. The firm has grown to be as important and strong as it is now because of a properly designed and efficient segmentation and positioning strategy.

Samsung also uses social media sites to post and notify people about new products and upgrades. This technological behemoth is also involved in a variety of activities and participates in several sponsorships for promotional purposes. Campaigns are often used by the firm for promotional objectives. The plans and incentives that the corporation delivers to its clients with its trade partners are another fascinating technique of advertising. You can see it clearly in the mind map template below, and with that, it is easily summarized what we have been discussing above. You can make a mind map just like this or choose any pre-made template from EdrawMind. They have amazing options for you to choose from and make a visually pleasing mind map.

8. References

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

H&M Mission and Vision Statement Analysis

KFC Mission and Vision Statement Analysis

Apple Segmentation, Targeting, and Positioning

McDonald's Market Segmentation, Targeting, and Positioning

Coca-Cola Segmentation, Targeting, and Positioning

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4G LTE is the prevailing mobile technology having more than 3 billion subscribers around the world. The latest LTE smart phones can provide high-speed data up to 1.2 Gbps enabling quick download and smooth live streaming. Samsung released the world-first LTE device in 2009 and has been leading the continuous evolution of LTE technologies to LTE-Advanced and LTE-Advanced Pro.

5G is the next-generation mobile technology aiming to expand the use cases of mobile systems beyond broadband data services. Thanks to its ultrahigh performance such as peak data rate higher than 20 Gbps, latency as low as 1 ms, and reliability better than 99.999%, 5G is expected to enable new services, e.g., VR contents delivery, vehicular communications, and industrial IoT. Samsung was the pioneer to explore mmWave bands for 5G and has been leading the development of 5G core technologies such as massive MIMO, beamforming, and LDPC channel coding. More info

TIZEN is an open and flexible software platform that supports smart devices, as well as low-end devices. Since the first version released in 2012, it has expanded its product line into TVs, smart watches and consumer electronics including refrigerators, robot vacuum cleaners, washing machines, etc. More info

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LED Display Technology is a screen display technology that uses LEDs as the light source. With outstanding brightness and contrast, it enables object display without color distortion even in bright surroundings. ※ The technology is applied to Samsung Cinema screens.

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HEVC is a high-efficiency video compression technology that offers more than twice the data compression efficiency compared to the previous H.264. It enables the realization of ultra-definition videos such as 4K and 8K.

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Samsung + Qualtrics

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From 8K televisions to 5G-enabled smartphones, Samsung is at the very forefront of consumer electronics. And it’s the company’s in-house research team driving that spirit of innovation across the French business. Created in 2010, the team conducts research on Samsung’s entire offering, and carries out every kind of study - from product concept tests and brand studies, to consumer research and post-event feedback. With Qualtrics at the heart of its research program, the team has become the engine room for faster and faster innovation, and has been shaking up traditional ways of doing research.

How Samsung is generating breakthrough insights

Optimising the experience at every customer touchpoint Samsung uses the Qualtrics XM Platform to collect, analyse and act on insights gathered at every customer touchpoint. From ad research and post-event feedback, to concept testing and product feedback – the results are shared across the business through Qualtrics, often in under 48 hours, allowing teams to act quickly.

Keeping up with changing customer expectations Innovation is an essential part of Samsung’s culture and it’s how it remains at the top of its game. That’s why the research team spends 40% of its time focused on testing new concepts and services. And thanks to Qualtrics’ integrations with other software, the team is able to pull in data from a variety of sources, like VR tests of new store layouts and social media.

Breaking down silos across the business Samsung selected Qualtrics in order to standardise all of its research and for the ability to integrate with its CRM. Since then, the research and CRM teams have worked closely together on requests from their joint stakeholders: comms, events, product, plus the head office in Korea. Such close collaboration means the customer base isn’t fatigued by too many studies.

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Real-time insights On mobile or desktop, it’s easy to follow the progress of field surveys, or live CSAT of participants during an event.

With Qualtrics, we’ve made a huge leap in agility, while retaining control of the study process. The solution has changed the way we understand our business. It also allowed us to gain legitimacy internally, in the way of addressing issues, keeping to deadlines, and reducing costs. It’s a real game changer.

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Samsung Electronics is a South Korean multinational electronics company, rated as the world’s 6th largest brand in Interbrand’s 2019 Best Global Brands ranking. Its French BtoC business is divided into three divisions: telephony, television and audio, and domestic appliances.

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MARKET RESEARCH ON SAMSUNG MOBILE PHONE

Marketing is actually a process, through which we can plan and execute the concepts of a company, and it also deals with the promotion and distribution of ideas, goods and services for satisfying the individuals need and achieving organization’s objectives. The first part of my research is about the Literature review of marketing mix. The only (P) from which the concept of marketing mix is originating is (price) of microeconomic. The other P’s was introduced in the marketing mix for the purpose of facing highly competitively marketing situation. After understanding the Mission, Vision, strategies and goals of Samsung, the next step of this research is to look at the situational analysis and financial analysis of Samsung. Furthermore, this research paper will also present the marketing mix of Samsung mobile phone in their re-launch stage, in order to have a complete understanding on how Samsung should differentiate their mobile phones by using 4P’s of marketing mix on order to gain the competitive advantage The objective of this paper is to create a marketing plan based on the business strategy that can be used as a basis when re-launching Samsung mobile brands in the market. The goal is to increase brand awareness and visibility of Abacus among potential customers. The study method used in this research is customer survey. Results should help to boost the sales by setting short and long-term goals for the Samsung. A questionnaire was designed online, since the research was a study of consumer perceptions about marketing strategy used by Samsung on its mobile phones. Online data collection methods were preferred. The link of the questionnaire has been sent online to 86 people out of which 53 people responded to questionnaires. Most of the respondents seem satisfied with the product (Samsung mobile phone) as a whole but a significant percentage of respondents seem unsatisfied with the Samsung mobile phones. Product attributes, Price, place, promotions, time saving and convenience were identified as most important factors which affect the buying behavior of the consumers.

Related Papers

Ijariit Journal

Market Segmentation refers to dividing a broad target market into subsets of consumers businesses, or countries that have, or are perceived to have, common needs, interests, and priorities, and then designing and implementing the marketing strategies to target them. Samsung is among the top players when it comes to the mobile phones. It offers a wide range of products for all sections of the society. Its focus is on the middle class section of the society has given them a stronger footing in the Indian market which is also a reason for its high sales. According to the researcher after seeing the result it was founded that Samsung is highly focused on the middle section of the society and the consumer itself want the mobile phones should be at cheaper rates which suits to their pocket. In this research the researcher has collected the data from the students and the research is based on the opinion of the students. I. INTRODUCTION Market segmentation is a marketing strategy which involves dividing a broad target market into subsets of consumers, businesses, or countries that have, or are perceived to have, common needs, interests, and priorities, and then designing and implementing strategies to target them. In today's scenario wide range of mobile phones are available in the market. Despite increasing competition, Samsung has managed to maintain its position as the number one Smartphone manufacture in India, according to counterpoint research. The brand Samsung trends to be the best selling company when it comes to the mobile phones. They offer a wide range of products for all section of the society. Their focus on the middle class section has given them a stronger footing in the Indian market which is also a reason for their high sales. The methodology adopted is empirical and doctrinal. The problem is analyzed in the light of social issues; the method of research is inverse deductive with an exploratory or formulate design. The data is collected on the basis of practice research by the way of questionnaire. The objective of market segmentation are to reduce the risk in deciding where, when, how and to whom a product service or brand will be marketed. You can use market segmentation to increase the efficiency and effectiveness of your marketing initiatives by identifying strategic marketing goals and breaking down mass markets into groups of consumers that have clearly expressed common needs. This type of strategic approach lets you leverage your marketing efforts to achieve improved performance while reducing promotional costs aimed at people who are not interested in your products. The research aims at analyzing the segmentation of markets for Samsung mobiles phone and also analyzing the proper market segmentation for the same. The brand Samsung trends to be the best selling company when it comes to the mobile phones. They offer a wide range of products for all section of the society. Their focus on the middle class section has given them a stronger footing in the Indian market which is also a reason for their high sales. The scope of this research is undertaken with a view to analyze the volume of sales of Samsung mobile phones in context of Indian market. The methodology adopted is empirical and doctrinal. The problem is analyzed in the light of social issues; the method of research is inverse deductive with an exploratory or Formulative design. The data is collected on the basis of Samsung mobile phone customer by the way of question.

Mediterranean Journal of Social Sciences

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Samsung introduces our first-ever ai tablet.

Tablets are among the most versatile mobile devices in business. More than personal productivity tools, they can be turned into kiosks, mobile point-of-sale terminals or a digital means of signing documents. AI can not only build upon these capabilities but enhance all the traditional tasks where tablets have become indispensable.

Already,  73% of U.S. companies have implemented AI  in at least some areas of their business, but most likely within their core sales, marketing and customer service platforms. The next frontier is on-device AI, which combines the hardware necessary to handle AI compute workloads with features tailored to mobile users. It’s a fast-growing market:  Research firm Gartner predicts  AI mobile devices like  Galaxy S24  and AI PCs like  Galaxy Book4 Series  will represent 22% of shipments across both categories in 2024.

Samsung is leading innovation in this space by bringing its Galaxy AI to tablets like  Galaxy Tab S9 Series  and offering a portfolio of premium tablets with AI capabilities to fit multiple use cases and customer needs. This approach lets companies use AI to keep ideas flowing, do business without borders and make ordinary projects epic — all while protecting work data against leaks or misuse with  Knox Platform for Enterprise .

Galaxy Tab S9 Series is already known for its  PC-like performance and smart multitasking features , but the addition of Galaxy AI can transform everyday work all over again in three critical areas. Here’s how:

1. Productivity

A lightweight, portable tablet with models ranging in display size from 11 inches to a 14.6-inch Dynamic AMOLED 2X display, the Galaxy Tab S9 Series is ideal for business professionals working from anywhere. Galaxy AI can make it even easier to manage the information shown on these displays while also helping to summarize, format and translate it.

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Let’s say you’re using your Galaxy Tab S9 Series device to read through a client’s request for proposal (RFP) and come across a term you don’t recognize. Instead of popping out of the document and into a search engine, simply circle the term with your finger. Circle to Search with Google immediately brings up the definition you need, letting you continue without missing a beat.

Circle to Search with Google can also save time when you spot an image on social media that could be repurposed for your next marketing campaign, but you need to check the source for copyright. Just circle it! When it’s time to meet a client at a restaurant in an area you rarely visit, Circle to Search with Google can serve up precise locations.

For more in-depth online research — such as poring over a government website to understand your regulatory compliance obligations — Browsing Assist provides similar time savings and streamlined workflows. It’s a Galaxy AI feature that summarizes the most important content on a website, so you can see what you need to know at a glance. You can also use it when you need to grasp the fundamentals of an analyst report or the value proposition of a new supplier or partner.

Galaxy AI is just as helpful when you’re trying to capture information and develop ideas. Galaxy Tab S9 Series devices have always been great for taking notes, whether by using  Samsung DeX  for a more PC-like experience or by hand with the  S Pen . With  Note Assist , though, you can now format what you jotted down during a client meeting into easy-to-digest bullet points, organize notes with your other content or even translate your notes into another language. Think of Note Assist as a highly efficient admin that lets you focus on key objectives, like closing another deal.

Of course, many of us now spend as much time on video calls as in-person meetings, and it’s often necessary to record them for those who couldn’t make it. Transcript Assist can not only capture what was said but also provide key takeaways that help everyone get moving more quickly on their action items.

2. Communication

Premium tablets not only let you complete individual tasks but also stay connected with team members and customers. Even when you can see and hear everyone on a call perfectly clearly, though, language barriers can be a problem. Galaxy AI features like  Live Translate  and Interpreter change that.

When you’re meeting international or even local clients who speak in a foreign language, Live Translate lets you understand what’s being said in real time and reply with your Galaxy Tab S9. Interpreter offers similar convenience when you’re having those kinds of meetings in person, letting you keep the conversation going without worrying about translation.

Galaxy Tab S9 Series is also great for sending emails and using chat apps to foster greater collaboration. Until Galaxy AI, though, the onus had been on you to avoid making errors or phrasing things in a way that might create the wrong impression with an important contact.

Chat Assist, for instance, not only fixes any embarrassing typos but also helps you strike the right tone. For a team member or trusted colleague, a more casual voice might be the best way to provide guidance or coaching. A customer, on the other hand, may expect a more professional tone. Chat Assist can provide suggestions to help in either scenario.

3. Creativity

A customer may be willing to provide you with a testimonial, but only while you’re both at an industry conference. The best moments of your company’s off-site might be forgotten if you don’t take a picture for posterity. Success on social media requires a constant influx of quality images and videos.

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Galaxy Tab S9 Series has an ultra-wide front camera with auto-framing and noise-canceling mics to help with this kind of content production. However, many of us were never trained as professional photographers and videographers, which can make creating content both time-consuming and nerve-wracking.

Enter Generative Edit, a Galaxy AI feature that can remove unwanted objects, adjust colors and make other suggestions to fine-tune your photos. Instant Slow-Mo, meanwhile, makes it easy to turn basic videos into epic replays. This can enhance a demo of your products and services for a prospective client without having to hire an ad agency or professional studio team.

How Galaxy AI enables stronger security and control

For all its benefits, people are sometimes concerned about what AI means in terms of data security and ethical use. You should always be able to use the technology with confidence that it meets the expectations of customers, employees and other third parties.

From a security standpoint, Galaxy Tab S9 Series and other Galaxy AI devices comply with Google’s Secure AI Framework, which requires strict AI data controls and storage that ensure enterprise security, safety and privacy. They also come with built-in enterprise-grade security and management through  Samsung Knox , offering a range of multi-layered encryption options to guard your data at rest and protect your data in transit.

As you use Galaxy AI features on your Galaxy Tab S9 Series premium tablet, the underlying architecture clearly separates how data is handled on the device and in the cloud. AI data is processed only after application privileges have been verified and is restricted to authorized applications.

With Knox Platform for Enterprise, you can even decide whether to allow data processing in the cloud to take advantage of the full Galaxy AI functionality or to limit all data processing to the device itself. These controls mean you can empower your business with AI productivity, communication and creativity tools while protecting work data against leaks or misuse. In addition, Galaxy Tab S9 Series tablets are regularly maintained with Samsung’s quarterly security maintenance releases (SMRs), which keep them up to date and protect users and their data against any potential system threats.

This approach is not limited to Galaxy Tab S9 Series. It’s consistent across the entire Galaxy ecosystem, ushering in a new era of AI-powered transformation to businesses of every kind.

Does the Tab S9 Series offer the right devices for your business needs? Read on with this  overview of Samsung’s tablet offerings .   And see how you can get the most out of   Samsung DeX   on your Galaxy tablet.

Shane Schick

Shane Schick tells stories that help people innovate, and to manage the change that innovation brings. He has written extensively for CIOs, CMOs and other senior enterprise decision makers as a journalist. As a content marketer, he has worked with some of the largest brands to the most disruptive startups.

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Prosecution Appeal Begins for Samsung Chief Lee Over 2015 Merger Case

FILE PHOTO: Samsung Electronics Chairman Jay Y. Lee leaves a court in Seoul, South Korea, February 5, 2024. REUTERS/Kim Soo-hyeon/File Photo

By Ju-min Park

SEOUL (Reuters) - A South Korean high court began on Monday hearing a prosecution appeal over a decision by a lower court to clear Samsung Electronics chairman Jay Y. Lee of all charges in a case related to a 2015 merger of Samsung companies.

Prosecutors are appealing against a February ruling that found Lee not guilty of all charges including accounting fraud and stock manipulation.

Prosecutors had sought a five-year jail term. Lee denied wrongdoing, arguing that he and other executives acted on the belief the merger would benefit shareholders.

Lee was not required to attend Monday's preparatory hearing at the Seoul High Court. Preparatory hearings are conducted to set up future schedules.

Shim Gi-ho, one of the prosecutors, said the prosecution found the lower court's decision "difficult to accept" and proposed bringing 11 witnesses to the stand in the appeal.

Lawyers for Lee and other defendants opposed the proposal, saying the witnesses were neither independent from the case nor likely to reveal new facts.

Baik Kang-jin, the presiding judge, said the prosecution would have to present sufficient reasons for him to accept the request to call new witnesses.

The judge scheduled the next preparatory hearing for July 22.

Samsung Electronics declined to comment on the appeal.

Lee, 55, and other former executives had been accused of engineering a merger between two Samsung affiliates - Samsung C&T and Cheil Industries - in a way that dealt poorly with interests of minority shareholders.

The Seoul Central District Court acquitted Lee and 13 other defendants of all charges, saying that the merger decision was reached by the boards of the two companies after consideration.

Lee met Chinese Premier Li Qiang and other senior Chinese government officials on Sunday on the sidelines of a trilateral summit between South Korea, China and Japan in Seoul. At the meeting, Li told Lee that China welcomed further investment by Samsung, Chinese state media reported.

(Reporting by Ju-min Park; Additional reporting by Joyce Lee; Editing by Ed Davies and Mark Potter)

Copyright 2024 Thomson Reuters .

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