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  • Samsung Exploits Apple Lawsuits in Savvy Marketing Strategy


    Some marketing gurus tonight are giving major props to Samsung for how the consumer electronics giant is trying to win PR points off of Apple's myriad lawsuits against the company with regard to its Galaxy Tab line.

    Samsung has released an advertising barrage for the Galaxy Tab 10.1, including an eye-catching newspaper ad with the following message emblazoned across it: "The tablet Apple tried to stop."

    In recent months, Apple has sought diligently to block the sale of Samsung's tablet in accordance with Apple's belief that the product is a blatant rip-off of the iPad. Samsung, however, in a very twisted, quirky way seems to have benefited from the legal fuss - at least in terms of how more people are now familiar with the iPad rival.

    "At the end of the day the media awareness certainly made the Galaxy Tab 10.1 a household name compared to probably what it would've been based on the investment that we would've put into it from a marketing perspective," Typer McGee, Samsung Australia vice president of telecommunications, tells The Sydney Morning Herald.

    As the publication subsequently noted, Samsung's tablet will hit stores in Australia this week after last Friday's ruling in a Sydney court that effectively denied Apple's request to carry out a ban on sales of the Galaxy Tab.

    Source: The Sydney Morning Herald
    This article was originally published in forum thread: Samsung Exploits Apple Lawsuits in Savvy Marketing Strategy started by Michael Essany View original post
    Comments 39 Comments
    1. trek-life's Avatar
      trek-life -
      Quote Originally Posted by sziklassy View Post
      So, serious question now. Is "childish marketing" an actual term used in business and defined in the way you just defined it here for us, or is this just some term (and definition) that you made up?
      A term "jokingly" used among music marketing peers when referring to marketing an album or song by bashing another. When working certain artist campaigns (hip-hop) mainly, the term and strategy was used to bring about a comparison in the eyes of the consumer.
    1. alexevo's Avatar
      alexevo -
      Quote Originally Posted by Zokunei View Post
      That doesn't seem like very good marketing. There's nothing about that ad that makes me want to buy it.
      The obvious question I would ask you before anything else is if you had $600 to burn on a tablet, all advertising/knowledge about controversy aside, would you buy an iPad or a Galaxy Tab?
    1. ikesmasher's Avatar
      ikesmasher -
      karma bit apple, didn't it?

      I find this a very annoying ad, but it makes sense. Still not buying it though...an iPad is better, and the guys at samsung can believe what they want.
    1. dancooper93's Avatar
      dancooper93 -
      You are all talking about the Galaxy Tab 10.1.

      Therefore their advertising has worked well to get people talking about their product..
    1. shigh's Avatar
      shigh -
      Quote Originally Posted by Zokunei View Post
      Money is also made with the screens. So what you're saying is, "They should stop making money then see how Apple feels about that."
      LOL! That stihs funny
    1. dykzebr's Avatar
      dykzebr -
      This is hilarious, i can't wait to see the commercial, as much as I love my iPhone, Apple is killing itself slowly with these ridiculous accusations and trying to patent the generic shape of the tablet and so forth... Im with Samsung on this one.
    1. keenpois0n's Avatar
      keenpois0n -
      the point of this advertisement is to get people talking about it, debating about it, it's clearly worked, very well I must say. even though I would never buy the galaxy tab I think they've done a very good job here
    1. k.nitsua's Avatar
      k.nitsua -
      Quote Originally Posted by Zokunei View Post
      The target audience doesn't get anything new from this ad though. That is, if what you're saying is the target audience is people who already know Apple tried to stop this tablet?
      In an ad sections with probably a myriad of "tablets", a key differentiator of being known as the "tablet Apple tried to stop" is a huge win for Samsung.

      Forget the reason behind the lawsuits and the specs and what-not and see exactly what they are trying to do: get their name out there.

      Now, if I see 20 tablets that all look the same, and I see one that says what this ad said: I'm stopping to take a look. And that, essentially, is what Samsung is trying to do and succeeding with all this press.

      Politicians do the same thing when they market themselves, the undecided voter (which essentially Samsung is trying to snare, the undecided buyer) will vote for a person in the ballot box solely on the basis of name recognition. Ask a congressman who won about a decade or so ago without spending a dime, he won because his name was John Adams.

      So all in all, someone at Samsung got a raise.
    1. reznor9's Avatar
      reznor9 -
      Samsungs full ad slogan actually was, "If you can't innovate... Imitate. The tablet Apple tried to stop." but the cost per word was too high. ;-)
    1. scroogelives's Avatar
      scroogelives -
      Quote Originally Posted by alexevo View Post
      The obvious question I would ask you before anything else is if you had $600 to burn on a tablet, all advertising/knowledge about controversy aside, would you buy an iPad or a Galaxy Tab?
      iPad look at samsungs 1st galaxy tab highest ever returns for a single product!! And why cause people where just disappointed
    1. Atari800's Avatar
      Atari800 -
      I see it as...
      The market for tablets is hot and it is Christmas
      There are a lot of people with tablet money in their pockets
      Now Apple is the Cadillac of tablets, this is a fact (you never see an article or commercial about Xoom vs Galaxy tab as killer tablets)
      These uninformed walking piggy banks are going to be dazzled by something, Samsung is playing the smoke, mirrors and confusion ploy. Show commercials of waiting in long lines, and saying "Apple tried to stop our pad". Now those are powerful "images" and non-techy people might just need that to sway them to buy.
      Tablet buyers are most likely not going to say "oh geez, I feel this tablet is not what it's cracked up to be, let me buy another and confirm this theory"
      Samsung is punching Apple in the balls
    1. sziklassy's Avatar
      sziklassy -
      Quote Originally Posted by Zokunei View Post
      I don't think we're required to limit ourselves to official business terms on this site.
      We certainly are not. But he starts going into how there is nothing wrong with "childish marketting" yada, yada. What makes this "childish". Slamming the competition has always been THE WAY to get ahead...
    1. pyroemaniac's Avatar
      pyroemaniac -
      Quote Originally Posted by cockyjeremy View Post
      "The tablet Apple tried to stop.. because we stole their ideas." Nice marketing.
      That's cool, just like apple "invented" the slide down notification system. Please get the paper bag off your head
    1. keenpois0n's Avatar
      keenpois0n -
      I don't know if there's any truth to it, but my mate said he had a htc in around 2006/7 (before first iPhone) and that had a slide to unlock thing, and just recently apple patented it. I think the way to become the most successful device manufacturer is to patent as much crap as you can and sue anyone else who maybe slightly infringes on them
    1. Mr.amin's Avatar
      Mr.amin -
      I think Samsung don't need this ad..their product already good enough..no need to compare with iPad..both got own speciality,pro and con..that's all
    1. jOnGarrett's Avatar
      jOnGarrett -
      Quote Originally Posted by cockyjeremy View Post
      "The tablet Apple tried to stop.. because we stole their ideas." Nice marketing.
      stole what ideas? tablets have been around way before Samsung or Apple made them. and Samsung sold its first tablet in 2006, apple didnt sell one until 2010.

      so please tell us who stole what and from whom?
    1. Airwaves182's Avatar
      Airwaves182 -
      Quote Originally Posted by reznor9 View Post
      Samsungs full ad slogan actually was, "If you can't innovate... Imitate. The tablet Apple tried to stop." but the cost per word was too high. ;-)
      That was dumb
    1. reznor9's Avatar
      reznor9 -
      Quote Originally Posted by Airwaves182 View Post
      That was dumb
      Calm down Captain Serious.
    1. aquaman30k's Avatar
      aquaman30k -
      Quote Originally Posted by OctopusPrime View Post
      GmAz is right - the point of marketing is to appeal to a broader audience. Zokunei also has a valid point, although he, along with the majority of others who frequent this Apple fan site, are not the intended marketing target.

      I, on the other hand, love Android as much as I do IOS. They both have their strengths and weaknesses. In our household, there are 4 IOS devices and 2 Android devices. That said, I think this particular marketing strategy is brilliant. In fact, I am now considering purchasing the Galaxy Tab since I can get it and the Galaxy SII Skyrocket for ~$600
      +1 for this post!