Brien S.
Samsung's target market for its Galaxy phones has always been towards newcomers of smartphones and existing cell phone users, whom they believe want a device that can be used in everyday life activities. When Samsung held its Galaxy S4 press conference in New York this year, its strategy was to create enough information that would get consumers interested and to get them talking about something worth remembering. With the release of the Galaxy S4, its age demographic was directed towards US teens and adults under the age of 25 with considerably less income than most iPhone users. As the competition increased however, its target has now broadened to all smartphone users as its niche market. This is supported by Samsung's statement of its Galaxy S4 phone as being a "life companion" that will help users achieve a richer, simpler, more full life.
Samsung's newly implemented multisegmented targeting strategy now focuses on consumers who not only want an affordable phone, but also want a device that offers new technology that makes practical daily activities easier. Samsung's psychographic segmentation now spans generations, lifestyles, and personalities that will continue to grow along with Samsung's innovative technology.
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