Positioning of Samsung Mobile
According to research through Positioning Brand Bull-eye (Figure 1) (Kotler & Keller, 2012, p.309), Samsung Mobile tries to cover whole mobile and smartphone market. Today company’s product lineup includes almost any possible smartphone or mobile. Samsung doesn’t refuse to produce cheep & simple mobiles, in case that there are still popular on the market, as a second mobile or communication tool for children and olds, who is not need in high-developed smartphones.
Thereby the current positioning of Samsung Mobile is to be a market leader in whole mobile and smartphone market, extruding Apple Company with its Iphone from smartphone industry and change Nokia as a cheep and simple mobile phone producer. Thus Consumer Target of the South-Korean Company is an individuals looking for communicative gadget.
Right positioning of your brand depends on determining Consumer Insight (in other words to find actual problem on the market) and understanding Consumer Need State. An overstated price of smartphones is the main problem on the smartphone market in Kazakhstan and Central Asia, because of lack of official representatives of smartphones and mobiles company producers. Until the official appearance of Samsung in Kazakhstan, all mobile phones were sold only through “unofficial” retailers. Subsequently on the market becomes a desire to have communicative electronic device at adequate price that will satisfy all existed needs.
Besides that Samsung opened branch in Kazakhstan, it also starts to provide very qualitative smartphones at very affordable price, responding all latest innovations. Thus becoming a strong competitor to Iphone by Apple; apart from Apple Company there are also HTC, LG, Sony, Nokia as a main members of Competitive product set. Because of having such strong and diversified competitors Samsung Mobile leads straddle-positioning campaign, where product points of difference for one competitor become points of parity to another, and conversely. (Kotler
Thereby the current positioning of Samsung Mobile is to be a market leader in whole mobile and smartphone market, extruding Apple Company with its Iphone from smartphone industry and change Nokia as a cheep and simple mobile phone producer. Thus Consumer Target of the South-Korean Company is an individuals looking for communicative gadget.
Right positioning of your brand depends on determining Consumer Insight (in other words to find actual problem on the market) and understanding Consumer Need State. An overstated price of smartphones is the main problem on the smartphone market in Kazakhstan and Central Asia, because of lack of official representatives of smartphones and mobiles company producers. Until the official appearance of Samsung in Kazakhstan, all mobile phones were sold only through “unofficial” retailers. Subsequently on the market becomes a desire to have communicative electronic device at adequate price that will satisfy all existed needs.
Besides that Samsung opened branch in Kazakhstan, it also starts to provide very qualitative smartphones at very affordable price, responding all latest innovations. Thus becoming a strong competitor to Iphone by Apple; apart from Apple Company there are also HTC, LG, Sony, Nokia as a main members of Competitive product set. Because of having such strong and diversified competitors Samsung Mobile leads straddle-positioning campaign, where product points of difference for one competitor become points of parity to another, and conversely. (Kotler