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  • Samsung to Use Apple's Method to Gain Brand Loyalty and Win Consumers


    A recently published report outlines a recent interview with Samsung’s marketing chief who explains the thought process behind the South Korean competitor’s anti-Apple campaign. It also details the company’s plans to win over the minds of consumers worldwide. During the Consumer’s Electronics Show in January, AllThingsD sat down and spoke with Younghee Lee, Samsung’s head of marketing, and found out that the company is seeking to create a brand status similar to Apple’s in order to boost their sales.

    Lee, who is a former employee of the cosmetics brand L’Oreal and Lancome, discussed that customers should be obsessed not only with Samsung’s products, which include the Galaxy line of Android smartphone sand tablets, but with the company itself. Samsung was to build a base of repeat customers who make purchases not only based on features alone but also on brand loyalty, much like Apple. The company seems to be striving to gain Apple’s level of success, which isn’t surprising given the Cupertino, California company’s record-setting performance last quarter.

    The recent Samsung TV ads are crafted to try and create that image as they make overtly aggressive statements as the company showcases features the Galaxy S II has that the iPhone 4S does not. The commercials also take many jabs at Apple customers, portraying them as hipsters who enjoy waiting on large lines for hardware that is “old school.” Lee however, didn’t make any mention of a direct attack against Apple and instead seemed to be focused on how she saw a large potential to invoke emotion from her company’s device by interpreting “difficult technology” into “consumer languages,” or non-technical terminology. Her way of thinking seemed to be accepted and now Samsung is focusing on the relationship customers have with their mobile products instead of running adds that just spout out tech specs and a laundry list of features.

    If you haven’t seen the advertisements, you can do so by clicking the following links: (1) (2) (3) (4) (5) (6)

    After seeing all the commercials, it was interesting to read more about Samsung’s point of view. Share any thoughts and opinions below!

    Source: AllThingsD
    This article was originally published in forum thread: Samsung to Use Apple's Method to Gain Brand Loyalty and Win Consumers started by Akshay Masand View original post
    Comments 51 Comments
    1. ne0nlitez's Avatar
      ne0nlitez -
      its funny because samsung is one of the lowest companies in my opinion. to me they seem extremely childish and unoriginal and i would never enjoy purchasing anything from them because i feel like i would be degrading myself to their childish ways.
    1. domenicp's Avatar
      domenicp -
      After seeing the first commercial it was clear that this is their approach. Not sure they'll succeed as their execution is too insulting to consumers as opposed to the competition's products. Their approach lacks creativity and wreaks of a political smear campaign. In the end, if their products don't measure up, they will not have the same success.
    1. afernando17's Avatar
      afernando17 -
      Get off Apple's nuts Samsung!
    1. mindblown's Avatar
      mindblown -
      i just buy their televisions
    1. punjabi212's Avatar
      punjabi212 -
      Quote Originally Posted by ne0nlitez View Post
      its funny because samsung is one of the lowest companies in my opinion. to me they seem extremely childish and unoriginal and i would never enjoy purchasing anything from them because i feel like i would be degrading myself to their childish ways.
      You mad bro?
    1. chicolonga's Avatar
      chicolonga -
      Quote Originally Posted by mindblown View Post
      i just buy their televisions
      not for long. Apple is coming up with there own line of TV's. i hope it pushes through.
    1. Raeki's Avatar
      Raeki -
      create a brand status similar to Apple’s in order to boost their sales.
      That's the thing. Apple's not about profits (well they're suppose to be about creating great products and that's very evident). If there primary goal is to boost their sales it will never work.
    1. Maverick00's Avatar
      Maverick00 -
      I actually enjoy Samsung commercials even though I own an iPhone and have a dislike for Android (based off owning and using the Acer Iconio A500). I think they're kind of funny how they show iPhone users and satirize the brand name hysteria that came with the iPhone. I mean I walk around and see so many people who are IMO incompetent of realizing and utilizing the full capabilities of the latest iPhone 4S, while I on the other hand are stuck with an outdated iPhone 3G.

      On the other hand, I don't enjoy and thoroughly hate what Samsung might be trying to do with their marketing, in particular, the Samsung Note. IMO, the idea of marketing and labeling it as a "tablet" is going to bastardize the word and confuse the hell out of the uneducated consumer. IMO, the 5.3" Samsung Note is just a big phone, more PDA like than tablet like. Also, IMO the minimal screen size of anything close that should be called a tablet should at least be 7". Anything smaller and it's still fairly mobile and pocket-wieldly.
    1. chicolonga's Avatar
      chicolonga -
      thats correct Raeki. Apple aims to make amazing things and makes money along the way. a lot of money.
    1. politicalslug's Avatar
      politicalslug -
      The commercials don't promote Samsung, they promote Android. How does that build loyalty to Samsung? If anything Samsung is only highlighting how brand-independent Android is.
    1. prostheus's Avatar
      prostheus -
      I so want an "Android smartphone sand tablet"! Will it make you feel like you're at the beach all the time?
    1. metaserph's Avatar
      metaserph -
      How Apple has gained consumer trust and marketing success is not a "ready-out-of-the-box" formula, it is a part of the corporate culture, created and demanded by SJ from the very beginning. If it was easy to copy or mimic (fake) every company would have already done so. Anyways...
    1. Norb's Avatar
      Norb -
      Guess there is no limit to what Samsung will attempt to rip off.
    1. Breezer23's Avatar
      Breezer23 -
      So you're telling me successful ideas breed imitation? That's revolutionary! Then again, Apple did invite customer loyalty
    1. metaserph's Avatar
      metaserph -
      Here's what they know about loyalty: Apple spends billions (yes, billions) of dollars on Samsung components, then Samsung "copies and competes" against Apple. Next...
    1. Aerocare's Avatar
      Aerocare -
      I've had iPhones since they came out. Before that I was a loyal Palm Treo user and the main thing that held me back from switching was transferring my info and being able to use Outlook to sync all my info. I still use Windows iTunes on my Mac because the Mac version won't let me sync with Outlook. If the Galaxy would sync my info easily and correctly with Outlook I would give it a try but as long as they do things harder for customers to change I'll stick with my iPhone.
    1. Ambi_Valence's Avatar
      Ambi_Valence -
      Funny, and yes I know Samsung make components for Apple and many other high end devices/companies. But at the same time Samsung have managed to appear ordinary or run of the mill. Don't know why.

      They are the name behind many premium products but at the same time manage to appear anything but up market, (to me at least). Go figure.
      Am I wrong? Take TVs, they probably make just as good a set as Pioneer and Sony, (who themselves have taken a Slip since the days of the Walkman), but aren't even looked at with anything like the same level of desire.
    1. iLoveWindows&iPhone's Avatar
      iLoveWindows&iPhone -
      I used to hate Apple, hated their ads, hated there pcs, hated them all around. Then the iPhone came out.... And I needed to have it. Got it, loved it, and have loved Apple ever since. Until today......

      I just upgraded to a iPhone 4S, and I got the dreaded "yellowish tint" on my screen ( google it if you don't know what it is...and no, it's not the glue). After seeing the yellowish tint, and comparing it to many other iPhone 4S's screens to determine my iPhone 4S did have a problem, I decided to simply head up to the Apple store, and receive excellent customer service, as I always have from Apple. Well......it didn't work out that way.... At all.

      I spoke to a genius, he said ya, looks a little different, then went and got the manager, saying that only he (the manager) can approve a swap. The manager came over, glanced at my phone, then told me "it's a working phone, nothing wrong with it.". I said "What? I know it's working, but it's screen is yellowish, I paid for the iPhone 4s thats on display, and in commercials, not one with a yellowish screen." He responded with "I can't swap it out for that reason." I said "it's screen is yellow! It's defective!". He replied with "No it's not defective, it's a working phone."...........Seriously??

      He never even ONCE compared my screen to another iPhone 4S, and he CLAIMED that he had never encountered this problem.....BS. He automatically knew what he was gonna say after hearing the problem from the genius, and the answer was NO, your yellowish screen is not a big deal, and we won't swap it out for one with a normal screen.

      I'm sorry, I don't mean to rant...but I am absolutely shocked, and heartbroken by how I was treated by Apple today. Apple won me over with their great customer service, amazing products, and amazing quality.... now this, it's unbelievable.

      My screen is a different color then all of the displays!! And Apple says that's not a good enough reason to get a replacement!! WTF??!

      I am hoping this is a isolated incident, and not Apple policy on this issue, but it appears that it is.

      Samsung, I hate your commercials...Just don't treat your customers the way I was treated today....Then you will have a chance to succeed in building a devoted customer base.
    1. feidhlim1986's Avatar
      feidhlim1986 -
      Quote Originally Posted by ne0nlitez View Post
      its funny because samsung is one of the lowest companies in my opinion. to me they seem extremely childish and unoriginal and i would never enjoy purchasing anything from them because i feel like i would be degrading myself to their childish ways.
      Don't buy an iPhone! It's full of Samsung tech.

      Quote Originally Posted by chicolonga View Post
      not for long. Apple is coming up with there own line of TV's. i hope it pushes through.
      Which could very likely contain displays from none other than...Samsung.


      I find all the Samsung hate amusing and believe its nothing more than jealousy as they are finally a true competitor to the iPhone.
      (I own and love my iPhone btw)
    1. nickbogart's Avatar
      nickbogart -
      So Samsung wants to be the one with people waiting in lines for there next big phone while people walk by with something better and make fun of them? Makes perfect sense