Inspire the World, Create the Future.
For Smartphone Users.
Role of The Brand for
The “Millenials”
(24 – 40 years old)
We have provided Gen Y’s RBI at 80%. This is the segment that have the spending capabilities, where Samsung’s product line seems to be highly targeted to that segment. Also, Gen Y is a segment that goes after value for money – where Samsung is capable of providing a premium experience at a lower cost (compared to its largest competitor, Apple). Samsung had been a household name among this group as most have grown up among Samsung electronic household items (i.e. TV screens, washing machines, refrigerators) and is well known with the largest market share in the mobile phone space.
However, Samsung should not rest on its laurels as there are so many other competitors in the market which would diminish brand loyalty (if there is any in the first place). This would mean that Samsung has to put in the extra effort to provide members of the Gen Y segment a personalized experience with their specific needs and preferences addressed.
Role of The Brand for
The “Gen X”
(41 – 55 years old)
RBI for Gen X is determined to be 25%. This is the segment that have high spending power and is less adventurous. However they are oftentimes not the decision makers in the purchase of their phones as the device is often recommended or gifted by their younger peers.
As such, we have to appeal to their decision makers which are the younger segments, rather than targeting this segment of Gen X directly.
Role of The Brand for
The “Gen Z”
(18 – 24 years old)
Gen Z’s RBI has been evaluated as at 75%. This is the segment that are the decision makers for themselves and the other segment while other people pays for their phones.
Gen Z wants the latest and the bestest for their gadgets and their parents understands and provides for it!
Samsung does provide for offerings to this segment, however in a crowded market space, brand loyalty is hard to be retained, where the smartphone brands area always striving to be at the technological forefront every other month. As Gen Z can demand for the best brands, they may select the other incumbent, i.e. Apple which has a much higher brand awareness than Samsung (based on our findings in Malaysia, brand awareness of Apple is 8% more than Samsung).
References
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We are purposefully using this description of “bestest” in view of the context of Gen Z.
https://www.grammarly.com/blog/is-bestest-a-word/