1. SAMSUNG vs. LG
Analysis of their
SEGMENTATION, TARGETING & POSITIONING
strategy....
PRESENTED TO PRESENTED BY GROUP 6:-
MR. SANTOSH SOOD
ROHIT KUMAR JAITLY (92)
SULAGNA DUTTA(93)
MOHIT ARORA (97)
PRAVEEN KUMAR (99)
MONIKA BANSAL (119)

2. WHAT IS SEGMENTATION
• Segmentation involves dividing market into smaller
segments or groups
• Customers in a particular group share some
common buying characteristics.
• Organisations identify those buying characteristics
which they can effectively & efficiently cater to, with
the resources at their disposal.
• After identifying the characteristics, they select a
segment or segments, depending on their ability to
serve the unique needs of one or more segment

3. GEOGRAPHIC DEMOGRAPHIC
SEGMENTATION SEGMENTATION
MAJOR
SEGMENT
VARIABLES
PSYCHOGRAPHIC BEHAVIORAL
SEGMENTATION SEGMENTATION

4. WHAT IS TARGETING
After Segmentation, organisations identify those
segments which :-
 have a potential of high growth rate & profitability
 blend into organisation’s long term objectives
 and are true to the Going Concern Assumption i.e.
their sustenance is not being majorly challenged.
It is then that company zero’s on the particular
segments which they will serve, and formulate
marketing strategies to attract the customers of
those segments.

5. TARGETING STRATEGIES
Undifferentiated (Mass) Marketing.
Differentiated (Segmented) Marketing.
Concentrated (Niche) Marketing.
Micromarketing (Local or Individual)
Marketing.

6. WHAT IS POSITIONING
• Positioning involves, organisation’s efforts in
creating a place for their brand in the minds of
the target customers.
• Positioning should be such that the customers
have a better perception of their products in
comparison to the competitors. This is done via
POSITIONING MAPPING.
• Positioning map shows as to how the companies
product is rated among several competitors.

7. DIFFERENTIATION & POSITIONING
STRATEGY
 Identifying possible value difference &
competitive advantages.
 Choosing the right competitive advantage.
 Selecting an overall Positioning strategy.
 Developing a positioning strategy.
 Communicating the chosen position.

8. SEGMENTATION
STRATEGIES

9. SAMSUNG LG
• Follow BEHAVIOURAL • Follow GEOGRAPHICAL
SEGMENTATION. SEGMENTATION.
• Trying to create Brand • Trying to blend into the
value across the world. local market by adopting
• Spend huge amount on different marketing
R&D to make their strategies.
products sophisticated.

10. TARGETING
STRATEGIES

11. SAMSUNG LG
• SAMSUNG target tech savvy • LG targets consumers between
customers, but they also cater 13-18 years.
to the requirements of the • They provide user friendly
masses. products which would attract
the masses

12. POSITIONING
STARATEGIES

13. SAMSUNG LG
• They follow more for the same • LG believes in differentiation
strategy of Targeting strategy .
• Their value proposition is that
their brand is one which
provides more features at
reasonable prices in all the
products and devices in
comparison to their
competitors.