CUSTOMER DRIVEN MARKETING STRATEGY OF

SAMSUNG BANGLADESH
ASSIGNED BY:
MEHNAAZ SAMANTHA KAMAL
ASSIGNED TO:
RAISA RAHMAN- 1310625630
SHAH AMANAT- 1420133020
MD MOSTOFA RAHMAN- 1620833630
MAHMUD HASAN HRIDOY- 1610755030

Customer Driven Marketing Strategy of

Samsung Bangladesh
ASSIGNED BY:
MEHNAAZ SAMANTHA KAMAL
ASSIGNED TO:
RAISA RAHMAN- 1310625630
SHAH AMANAT- 1420133020
MD MOSTOFA RAHMAN- 1620833630
MAHMUD HASAN HRIDOY- 1610755030
 Introduction
Samsung known as one of the leading mobile phone companies which is operating more than 130
countries throughout the world. It was a South Korean brand and was founded by Lee Byung-Chul
in 1938 as a trading company.
Like other countries Samsung has managed to hold its position successfully in Bangladesh also. It
has been widely accepted by the Bangladeshi market also as it is offering all of the latest features
at an affordable price. Samsung mobile entered in the market of Bangladesh in 2009. Since then
they have managed to attract a large number of buyers with their different categories of phones.
There are many local brands are dominating the market of Bangladesh but still Samsung manages
to hold its position by attracting different ranges of customer in Bangladesh.
 STP Analysis
Segmentation
1. Segmentation: In Bangladesh Samsung targeted the urban areas with mid-range
(A series) or high range (Notes series, S series) and for rural areas with low- range
phones like Samsung Guru.
 STP Analysis
2. Demographic Segmentation: Samsung has phones for different age groups mostly for all age
groups of people. For the teenagers Samsung come up with S series lineup, for the high class
working people and businessman they come up with Notes series. Samsung has different type of
phone for older people also who dont like or finds touch screen as convenient.
3. Psychographic Segmentation: In Bangladesh Samsung has observed the lifestyles of people.
They found that people looked for low- budget phone with better features attached to it. Thus
Samsung brought new phone lines up with A Series which are low budget phone with better
attributes.
4.Behavioral Segmentation: They segment their phones by providing better technological
advancement.
 STP Analysis
Targeting
Samsung used differentiated marketing as they target different groups
of peoples with different categories of phones. Samsung smart phone has
different combination and they target different market with that phone.
They target all types of people but mostly target the trendy young people,
the professional, the common cellular phone users and so on.
Samsung has A series phones which has low budgets specially
for Bangladesh. Teenager to the early adults who are mainly
14 to 25 years old are the type of one differentiated market for
Samsung where main focus of Samsung is to make better features and technologically advanced
phones.
For low income people Samsung has phones like Samsung guru which is more likely a traditional
based phone rather than the smart phone.
 STP Analysis
Positioning
Samsung created their brand image on the minds of the consumer in such a way
so that consumer feel more confident of choosing Samsung despite having other
competitors. Samsung placed more emphasis on the quality of their smart
phones designs as recently the curve screen and vessel less phones are the new
addition which actually makes their product more attractive to the consumers
because now it is more easy to use these Samsung phones compare to others.
 Marketing Mix Strategies
Product-
1. Smart phones
2. Feature phones
Smart phones: The smart phones of Samsung mostly fall under the Galaxy series.
However, there are some sub-series as well-
A series- Samsung Galaxy A7 (2016), Samsung Galaxy A7,
Samsung Galaxy A5, Samsung Galaxy A3 etc.
J Series- Samsung Galaxy J5 (2016), Samsung Galaxy J5,
Samsung Galaxy J7, Samsung Galaxy J2 etc.
Note Series- Samsung Galaxy Note 5, Samsung Galaxy Note 4, Samsung Galaxy Note 3, and
Samsung Galaxy Note 2 etc.
 Marketing Mix Strategies
Feature Phones-The feature phone categories of Samsung are
mentioned in the following section-
Guru Series- Music 2
Metro Series- 360, 312
Some other feature phones of Samsung are E1270,
W2014, E1050, E1200 etc. However, these products
are hardly available in the market.
 Marketing Mix Strategies
Price-
Its price differs on its quality and performance. Their most high value phone is now
galaxy s8+, which cost 83900 TK. And their low value phone is J1, which cost 5990
TK.These 2 phones has lot of differences in their performance.
 Marketing Mix Strategies
Place-
Samsung works on channel marketing concept. They had opened up exclusive
stores also. They have stores in big shopping mall like Jamuna Future Park,
Bashundhara City Shopping Mall. They had also opened stores in core points like
in Gulshan, Banani, Dhanmondi and Elephant road. They also had customer care
center in places like Agargaon, Taltola and so on.
 Marketing Mix Strategies
Promotion
Media: Samsung do advertising through television, radio and by this they can
reach a large number of people. In one of their TV commercials Samsung Mobile
Bangladesh has announced attractive promotional prices for its Galaxy A5 (2016),
J5 (2016), J3 devices and alos new prices of Galaxy J7, J5, J2, J1 Ace.
Newspaper: They also use newspaper as their promotional tool. Telecom
operator Banglalink and Samsung Mobile Bangladesh announced exciting new
offers which has been published in Daily Sun where with the purchase of the
Samsungs selected Galaxy smartphones- Galaxy J7 2015, J7 2016, J7 Prime and
the newly launched Galaxy On7 Pro, customers can enjoy exclusive bundle offer
up to 12 GB internet and 300 min on net talk time.
 Marketing Mix Strategies
Online: They use different social media like Facebook, YouTube to promote their
product. Samsung Support Squad presents the hands-on review of the NEW
Samsung GALAXY J1. It was mainly a video on facebook which go through all the
features and tell people why its the one smart phone that is right for them.
Billboard: Billboard is another useful promotional tool to
promote a product. If the location of the billboard is good,
then it can boost up the sales very much. Samsung also use
billboard as a form of promotional tool.
 Strategic Analysis

Major Competitors
 Strategic Analysis
Swot Analysis
- Strength
1. It has a strong brand name and also known for
its better innovation and unique design.
2. Has a superior technology and also known as the
technological leader for its technology.
3. Production cost is considerably low.
4. Offers a wide range and varieties models of phones
for every price range and therefore their sales increases. Galaxy series is one of the
popular series offered by Samsung and it is available in almost all of the price ranges.
 Strategic Analysis
-Weakness
1. Focuses on two many models and series of phone
so there are less variations in the design.
2. Losing its market share in Bangladesh and now
a days it holds less than 10% entire market share
in Bangladesh.
3. Sales have been decline because many complaints
have been registered about them for misconduct.
4. The profit margin also become low.
 Strategic Analysis
-Opportunities
1. Mobile market of Bangladesh is still
booming so it has the opportunity
to capture the mobile market.
2. As known as one of the technological leader
it has the opportunity to empower the
technological advancement of mass number of people.
3. Regarded as the number one android phone manufacturer
and for this accepted by a large number of people
 Strategic Analysis
-Threats
1. So many competitors and numerous niches
in the market so Samsung has the pressure
to set the price as low as possible.
2. In Bangladesh the competition is huge
as there are many local companies which
are offering phones in way more lower price
so it has the threat to lose its buyers.
3. Higher import duties are also considered as a threat.
4. Bangladesh is a developing country so Samsung is not able to deliver its charm
and excellence in full extent as most of its technologies are being unadoptable.
 Strategic Analysis
Product Market Expansion Grid (Ansoff Matrix)
Market penetration:
Market penetration strategy done by Samsung when they increased the
advertisement or change the outlook of the stores that they have. In Bangladesh
Samsung gave a Big Win offer on buying its different smart phones with various
new prices.
 Strategic Analysis
Product Development
Samsung is gradually offering new styles, sizes, colors or modified products such
as Samsung Galaxy S6, Samsung Galaxy S7 Edge, Samsung Galaxy S8, Samsung
Galaxy S8+. Samsung and Grameen phone has brought the Galaxy S8 and S8+ in
Bangladesh which is product development strategy of Samsung.
 Strategic Analysis
Market Development
Samsung had market development by opening stores outside of Dhaka. They have
store in Bogra, Barisal, Brahmanbaria, Chittagong, Comilla, Feni, Jessore, Khulna,
Kushtia, Narayanganj, Rajshahi, Rangpur, Savar, Sylhet.
Diversification
Samsung has adopted the diversification strategy and apart from mobile phones it
has other businesses to like televisions, tablets, digital cameras, refrigerators,
semiconductors and so on.
 Conclusion
Samsung is one of the most successful and leading mobile phone company
throughout the world. In Bangladesh it is also doing good and gained much
popularity. The mobile phone industry of Bangladesh is still booming and there
are a lot opportunities for Samsung to become the market leader in Bangladesh.
The strategies that has been implemented by Samsung in our country is according
to our countries perspective. Bangladesh is a developing country so by
considering the price range they are offering different categories of phones so
that they can be able to attract most of the buyers. However in Bangladesh the
mobile phone market is very competitive where there are many other mobile
phone companies which are available in a very cheap and affordable price and
also attracting a large scale of buyers. Regardless of this a large number of buyers
are still using Samsung and they did not failed to attract new buyers also because
of their strong customer driven marketing strategies.