Marketing Strategy: Apple vs. Samsung
At the origins of the conflict
The legal battle between the two giants of the mobile market has been the starting point for a quarrel that has only increased over the years and product launches. Apple accused the South Korean company of plagiarism. Indeed, “the Galaxy S2 looked too much like the iPhone 4” and the “Galaxy Tab was visually similar to the iPad”. Apple also accused him of having copied a lot of features and navigation methods. Then began a real patent war in which Apple has long been successful. The two companies have tried repeatedly to reach an amicable agreement, to no avail. This legal fight is not inclined to close quickly.
Some time after the outbreak of hostilities, Samsung inaugurated its marketing strategy to highlight the main weaknesses of its California competitor. Direct comparisons, ironic winks, subtle dedications or questioning of Apple’s brand image, Samsung has mastered the denigration of his rival and does not hesitate to abuse in each of its advertisements.
A different but effective marketing strategy
Apple is valued for its design, a core value of the company. The aura of Steve Jobs still hangs in the brand universe introducing a notion of worship. The reputation of Apple as it is today is based on the desire strategy that it sets up at each product launch. The positioning of apple once formed by Jobs, still reaps its fruits today. The company cultivates the secret and maintains the loyalty of its followers, always more numerous to queue up in front of the Apple Store. Long leader in the smartphone market since the iPhone, Apple has been dethroned by Samsung. The release of the Galaxy S3 marked this gap and the American brand had to reduce the production of the iPhone 5.
In comparison, Samsung’s marketing strategy is tough and powerful. Global advertising , the use of extreme and terribly expensive posters or high impact audiovisual campaigns; the brand wants to be seen to become a leader. In 2013, nearly $ 14 billion was spent on marketing and advertising, enough to put your eyes on it.
Samsung is banking on marketing when Apple plays all its cards on the design of its products.
Its aggressive marketing has enabled it to become world leader and gain the largest number of market shares. From the beginning, the brand stood out with relatively low prices for smartphones with capabilities equal to those of the other side. With a wide range, Samsung devices are more attractive to techies attracted by open source, easy customization of mobile, innovative features and technical capabilities. Recent smartphones and tablets of the brand are now positioned on the high end. The brand positioning of samsung has been such that it has something for everyone which wide array of products.
Samsung, king of comparative advertising
Comparative advertising is complex to implement and can be dangerous for those who use it. Designing an advertisement in which one directly tackles the competitor is double-edged because the message conveyed can be misinterpreted. Samsung has mastered the subject by launching perpetual assaults against Apple.
We remember the advertising comparing the features of the iPhone 5 to those of the Galaxy S3 (otherwise it is here ).
The slogan “ It does not take a genius “ was clearly referring to the Genius , experts of the Apple Store. In addition to the screen of the iPhone voluntarily extinguished, its list of features was much shorter than that of the Galaxy S3.
Will follow a series of pungent attacks still based on the comparison between the technical capabilities of Apple and Samsung products. Among all these videos, we have selected those whose mockery is subtle, or almost …
Read more about the marketing mix of Samsung and its importance.
iPhone 4S vs Galaxy Tab 8.9
When Apple presents the commercial video of its iPhone 4S, Samsung retaliates by poaching the girl discovered in the first spot. Knowing the rivalry of the two companies, the choice of this actress is certainly not a coincidence.
iPhone 5S vs Galaxy S5
In this spot promoting the Galaxy S5, Samsung dwells on the lack of autonomy of iPhone 5S and openly disparages Apple users.
In an airport, iPhone users find themselves back to the walls, forced to connect their mobiles whose battery is emptying too quickly. The owners of Galaxy S5 wander around them and are not at all embarrassed when the battery of their phone announces their weakness by notification. The ad praises the virtues of the “ Ultra Power Saving Mode “ feature that disables connections and shifts the screen to grayscale for longer battery life.
In the same vein: a garden party necessarily gives users of the Galaxy S5 the opportunity to praise the technical capabilities and incredible features of their phone