Faith P.

Buenaventura
MARKFUN K31

Brand: Samsung Phones

Market Segmentation
Faith P. Buenaventura
MARKFUN K31

• All male and female, trendy young people, professionals and the common cellular phone users.
1. Broad
market

• Multi-functional, light weight and up to date mobile phones that have a modern and innovative design
2. Customer’s and have value for money.
needs

• Samsung has the Multiple Target Market approach.

• The first segment is the upper middle class professionals who usually have busy schedules
3. Initial
homogenous • The secondary target market are the high school or college students or graduates. It also includes
submarkets medium size corporations, managers and employees.

• Upper middle class professionals who need to easily communicate with their colleagues and families
• High school or college graduates and students who need devices which are multifunctional and
4.Determining portable.
dimensions
• Corporations, managers and employees who need crucial data access on the go.

• BY 2019, 69% of the population of employees and employers use mobile phones in their day to day
activities (Statista Research and Development, 2016).
5. Possible
Market • Employers and employees that are usually in the age of 24-35 are said to be heavy users of mobile
phones. (Statista Research and Development, 2016)

Market segment behaviours

Faith P. Buenaventura
MARKFUN K31
Behavioral
Needs: physiological, self-
esteem
Benefits sought: sense of
belonging, perception of
trendiness, advanced
functionality, user-
friendliness and simplicity,
overall high quality
Usage: medium to heavy
users of mobile phones
(everyday users)
Purchase attitude: positive
about the brand and the
products
Brand familiarity: has brand
preference with mobile
phone brands
Loyalty status: willing to
purchase
Geographic Demographic Psychographic
Income: middle earner Personality: Determined,
City: NCR, provincial ambitious, trendy
Gender: ALL (Male, female,
LGBTQ++)
Attitude: competitive,
organized
Age: 24-35 years old
Region: nationwide
Status: Single/ Married
Lifestyle: Mainstreamer,
aspirer
Education: High school to
college
Country: Philippines
Occupation: Corporate Self-image: busy
professionals professionals, achiever
Population: estimate based Ethnicity: Filipinos
from Philippine Statistics
Values: Family oriented,
Authority- 13,044,900
values career and profession
Social Class; Middle class
Faith P. Buenaventura
MARKFUN K31

• Estimated 96% of the poulation aged 18-29 years old

7. Estimated size
of the market

Source: Statista
 Faith P. Buenaventura
MARKFUN K31
Positioning
Smartphones

Samsung J7 Iphone 11 Cherry Mobile MyPhone myX9

Flare s7 Plus

Internationally Locally
made/manufactured Made/manufactured

Cherry Mobile MAIA Pad Plus

Samsung Galaxy Tab

Tablets

References:
Bajaj, A. (2017). A Study on Market Segmentation of Samsung Electronics Ltd. with Special References to Mobile Phones. International Journal of

Advance Research, Ideas and Innovations in Technology, 3(5), 367–372.

Demographics of Mobile Device Ownership and Adoption in the United States. (2019, June 12). Retrieved October 14, 2019, from

https://www.pewinternet.org/fact-sheet/mobile/.

Statista. (n.d.). Smartphone users in the Philippines 2017. Retrieved October 14, 2019, from https://www.statista.com/statistics/467186/forecast-of-

smartphone-users-in-the-philippines/.