Marketing Strategy Research Paper Example | Topics and Well Written Essays - 1000 words

Marketing Strategy - Research Paper Example The intelligent device is equipped with Police-grade Xtendâ„ ¢ Fuel Cell Sensor Technology to trace even the lowest possible amounts of alcohol, as low as 0.001% of Blood Alcohol Content (BAC) and confirms to be a significant use for security systems. The device is smallest, lightest, and thinnest with the ability to share the results via text messages or publicly on a social network with minimum manual interference (SAMSUNG, â€Å"BACtrack Mobile Breathalyzer†). MARKETING STRATEGY OF SAMSUNG BREATHALYZER Target Customer/Segments. Market segmentation helps to identify the most potential customer range to be served (Kotler and Keller 177-180). In case of is the newly launched breathalyzer, Samsung has taken into account all the three factors of targeting customer group, which are demographic, psychographic and behavioral. Simultaneously, it should also opt for multi segment targeting, which will ensure focusing on two or more defined market segments. Samsung can target the s chool authorities, car owners and young generation people who are aware of their safety needs. To be precise, school authorities are today, observed to be always in need to prohibit the intake of alcohol in the school premises and discourage students to do so even in their personal lifestyles. The intelligent device can give the freedom to school owners. ... Correspondingly, as most of the people including the above mentioned three segments, have been increasingly observed to prefer buying things online, Samsung must keep eyes on online users and try to attract them with captivating offers (Kotler and Keller 177-180). Positioning. Positioning is in general, referred as the process of creating brand awareness in the minds of the consumers. This process also involves improving the customers’ perceptions about the product (Kotler and Keller 198-200). Considering the recently on-going brand conflicts affecting Samsung’s brand positioning in the global market to a large extent, as a trusted brand, Samsung should not go for aggressive promotional strategy to promote its breathalyzer (Reuters, â€Å"Samsung's aggressive advertising rarely achieves desired effect†). It should rather use the positioning strategies of product attributes, product categories and benefits. Product attributes highlights a specific attribute of the product (Kotler and Keller 223-224). Accordingly, in marketing its breathalyzer, Samsung can highlight its features as different from its substitutes adding value to customer needs, as it is able to be connected with the smartphones and thus, reflect more accurate information. Additionally, positioning strategies based on product categories emphasize comparison of the product with its available competitive brands and helps to differentiate the brand to obtain competitive advantages by luring a larger volume of customers (Kotler and Keller 223-225). Similarly, Samsung use its product categorization to claim the accuracy of the breathalyzer and trace even the lowest possible amount of alcohol present in the blood until the level of 0.001 %. Simultaneously, Samsung can