Both companies offer similar value propositions with regards to their technology, except that Apple places greater emphasis on the reliability of their products and their ease of use, while Samsung’s emphasis is about offering higher quality technology than it’s competitors at a lower price point. Samsung keeps up with the latest technologies while offering their customers additional upgrades such as increasing memory storage or replacing phones batteries when needed. On the other hand, Apple’s product upgrades usually involve adapters and other accessories to make them compatible with previous versions of their product line. It’s evident that Apple focuses their marketing towards loyalty and are less concerned about price point, whereas Samsung’s marketing strategy is geared toward a wider market by offering a multitude of products at different price points. Question 2: Describe how each of these two brands engages customers online. In your opinion, how successful are these two brands’ customer-engagement marketing efforts Samsung relies heavily on social media to build and maintain relationships with their customers by maintaining an online presence. Their social networking accounts serve as a forum for both discussions with customers as well as a location to release announcements to the world. They maintain accounts on Facebook, Twitter, Instagram and YouTube and use their accounts to purchase advertising spaces while also maintaining an online presence to connect with their customers. This is a pull marketing strategy, meaning that they draw customers to their products by building relationships with them online. Their advertisements are also a pull strategy. Samsung also engages in a push marketing strategy, meaning they strive to get their products out to their customers. They have aligned themselves with retailers and network carriers in countries all over the world to help them distribute their products. They also use celebrity endorsements and purchase high slot placement on major sporting events such as the Super Bowl. Apple simultaneously works towards attracting new customers while enhancing their relationship with their loyal customers. They have pre-set dates annually for the release of a new product, which keeps consumers engaged in the Apple product by using consumer anticipation. As the product launch date approaches, they create a countdown on their website homepage which acts as a constant reminder for consumers that something new and exciting is coming. When the new product launch date arrives, they live stream the unveiling on numerous online platforms to ensure they reach the maximum number of consumers. Apple’s online advertising uses a pull strategy to draw consumers in by creating innovative and attractive advertisements that create more demand for their products. For examples, almost all of their advertisements conclude with a “Buy Now” or “Available Here” message. They provide complete details about all their products so consumers have all the information they require to make an informed decision to purchase.
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- Spring '15