Posted by Built on the philosophy of
DO WHAT YOU CAN’T
Samsung is one of the leading smartphone manufacturers in the world. And not just the smartphones that Samsung is known for, there is a gamut of products that Samsung offers to its customers and have a pretty strong market share in the respective product segments.
In this article, we will talk about the Brand Positioning of Samsung and understand how the brand is fairing up against its competitors.
We will not talk about the history and geography 🙂 of Samsung (you have Wikipedia for that) but will talk about the practical points that help you understand the positioning of Samsung in a better way.
POSITIONING OF SAMSUNG:
Brand positioning is defined as the conceptual place you want to own in the target consumer’s mind — the benefits you want them to think of when they think of your brand.
That’s not it there are different factors that help the brand form its positioning in the market place. It’s the quality of products it provides, pricing strategy it uses, type of innovation it brings in, etc.
SAMSUNG TARGET MARKET:
Samsung targets middle and affluent class customers and offers various products that target customers of these classes pretty well.
From its premium flagships products like Galaxy S10+ to Galaxy M series smartphones, Samsung has something for everybody at different price points.
Some of the premium innovative products that Samsung offers are QLED 8K television, Family Hub refrigerators, Galaxy Tab, Air purifiers, Washing Machines, etc.
SAMSUNG PRICING STRATEGY :
The pricing strategy adopted by a brand plays a very important role in creating a positioning in the minds of customers.
Example: Apart from the world-class features and quality of apple products, the pricing of Apple products help it create a premium positioning in the consumer’s mindset.
Samsung with the introduction of S series too tried to follow the same route that Apple used but wasn’t able to create a positioning which Apple managed to create.
With the emergence of new Chinese players like OPPO, VIVO, and Xiaomi and their huge success among lower-middle and middle-class customer segment, Samsung had to fall back and launch a new product line ( Samsung A series and J series) which targetted middle-class customer segment.
Samsung used a competitive pricing strategy for pricing Samsung A and J series products and made them compete with the Chinese counterparts.
SAMSUNG DIFFERENTIATION:
What’s different about you?
In this technological age where a new product is getting launched every other week, it’s hard to create a differentiating factor that can tilt the customer loyalty.
Be it a high-res megapixel camera that can give DSLR camera a run for their money or wireless earphones that give you freedom of movement, the features launched by one company is easily copied by its competitor within weeks.
The one thing that differentiates Samsung from others is the lineage it comes from, products that it introduced in the past which revolutionized the smartphone industry
But how do you communicate this emotion to people ???… That’s where the positioning statement comes in
DO WHAT YOU CAN’T
The positioning statement of Samsung captures the message of “look beyond the normal” very well.
In times where companies want to project themselves as visionary and thought leaders, Samsung also made a brave and successful attempt with this tagline/slogan.
Now Do what you cant with Samsung products – That’s the positioning that Samsung has.
This concludes the Positioning of Samsung, drop a comment and let us know your views on it.
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