Samsung Segmentation And Target Market Paper

3233 words - 13 pages

Samsung Segmentation and Target Market Paper



Samsung Segmentation and Target Market Paper
Positioning Statement
The world has started to take on a healthier lifestyle. Watching what we eat and making sure to incorporate physical activity daily. In order to maintain these numbers many people have started to use technology to record the calories burned as well as monitor their heart rate while working out. Most people have a heart rate monitor and then have to record their information manually to another program in order to keep track of how well they are doing.
Samsung has met with this issue by including a Smart watch called the Gear and the Gear Fit in which connects to its ...view middle of the document...

“Now you can map your run, track your steps, monitor your heart rate, count calories burned and get vital health information over time.✝ Exercise apps like S Health™ and Nike+Running are designed to help you track your workout progress.” (Samsung, 2014) This new technology brings on a sort of James Bond Era. Where you are able to communicate with others via what others would deem as just an accessory. The Gear S can also connect to the internet. As well as allow you to answer phone calls, look at Facebook posts, and add apps to its 2 inch wide display.
Demographic
Samsung’s target market includes ages 18 -45 years old with an active lifestyle. The company can further segment its marketing each of its smart watches by Gender. The Gear Fit is smaller and allows you to do all the fitness tracking as well as answer phone calls and look at some information. This thinner version can be marketed to women due to its size. This device would work best for athletes and those on the go who would find the Smart watch useful when not trying to ruffle through their things for their phone.
The Millennial and Generation Xers would be perfect for this item. Generation Y are already technologically background because they grew up in a time of video games and the huge boom of computers and cell phones. “Also known as the Echo Boomers, these consumers have been “wired” almost from birth—playing computer games, navigating the Web, downloading music, connecting with friends via instant messaging and mobile phones. They have a sense of entitlement and abundance from growing up during the economic boom and being pampered by their boomer parents. Yet they are highly socially conscious and concerned about environmental issues. They are selective, confident, and impatient.” (Kotler & Keller, 2011)
“Gen Xers feel self-sufficiency and the ability to handle any circumstance are key. Technology is an enabler for them, not a barrier.” (Kotler 221) The smart watches are water resistant and Also athletes can use this to see how many calories they have burned and how long they have been work out as well as how intense their workout was. The Gear S also allows the customer to listen to music and look at text, emails, and any updates that may be hitting your emails and social network accounts. “You’ll get a handful of great apps out of the box, plus plenty more to download. Enjoy preloaded apps like Milk Music™, which lets you stream music directly to your Gear S, and Here Maps, which gives navigation when you need it.” (Samsung, 2014)
Psychographic
“One of the most popular commercially available classification systems based on psychographic measurements is Strategic Business Insight’s (SBI) VALS™ framework.”
(Kotler 226)The Gear S would be perfect for all four groups of the higher resources this includes the innovators in which live a successful and active life because the smart watch will help them in their active life as well as allow the innovator to maintain...

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