The one stop to instant knowledge gratification, Wikipedia, says, “Marketing strategy is defined by David Aaker as a process that can allow an organisation to concentrate its resources on the optimal opportunities with the goals of increasing sales and achieving a sustainable competitive advantage”.
Apple vs Samsung, the reports have heard it and the lawsuits have practically screamed the rivalry on the top of their lungs, but in the end, who emerges the winner out of the two?
While it never about having a higher market shares, there is something Apple really needs to look into. It is the mid-priced smart phone segment. And this time, definitely, not the illusion of iPhone C, which was claimed to be under the mid-price range. The in mail of Apple reveals another offset, the negativity of the brand to venture into big screen sizes, wherein they claim the 4 inches to be the best.
Some market analysis reveals that around 40% of iPhone users are its previous owners as well, while around the same amount of Samsung owners have been acquainted with Android in the past. As far as the personal branding and loyalty is concerned, Apple wins hands down. Many customers can be said to be on auto pilot when it comes to choosing a new phone model or computer device, as can be seen clearly in the line ups outside Apple stores for a new release. Around 20% of its customers switch from Android while only a figure little more than 5% come from iOS for Samsung customers. Though, as a reprieve, the people switching from feature phone primarily choose Samsung as their option.
The Samsung’s strategy is based as much on developed marketing as on research and innovation. They have “obscene” part of revenue dedicated to feature celebrities, develop partnerships and train employees in its widespread distribution network. While there is a slight pinching in the profits, the company has reeled from depending on the high expenses alone. It definitely is a relief to Apple, whose fears about the budget dedication of Samsung was revealed in the documents under patent litigation.
Partnerships and Retail:
Apple hugely relies upon external distribution patterns, exclusive stores, and high end facilities, which delays the delivery of products but optimizes its value. Samsung, on the other hand, conveniently has a widespread range of retail showrooms and partnerships, making it an easy prey to duplicity and cheat sheets.
In the end, according to wall cheat sheet, Apple has recently posted a job of “Buzz Marketing Manager”, simply implying that Apple is taking a leaf out of the Samsung Marketing Booklet. How far it enhances the penetration of Apple, especially, into the growing markets and affects its brand of being a high-end product, still remains to be seen. The marketing strategies have obviously helped both of the brands reach the top. And the top is scary; the only way to go now is down. With the endless possibilities and ever evolving digital marketing scenario, accustomed and tech-friendly youth, higher pay capacity and different market segments, all could either end well, or go wayward, a lot. The only way to stay would be to adapt, maybe, learn a bit from each other, maybe gain a score, hopefully lend one.
Featured Image Courtesy: Digital Trends