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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. bigliquid530's Avatar
      bigliquid530 -
      Say what you want I enjoy my 2 55" led samsungs and my 3 other 32" lcd's they definently know how to make tvs
    1. World9311's Avatar
      World9311 -
      I like that ..............................
    1. ikesmasher's Avatar
      ikesmasher -
      taking advantage of people that dont know technical info is low, IMO. Samsung cant really brag about using android, because almost every smartphone uses it.

      They shouldn't be trying to beat apple, they should be trying to beat motorola (droid), HTC, etc.
    1. ebrr13's Avatar
      ebrr13 -
      Quote Originally Posted by mindblown View Post
      i just buy their televisions
      I guess she's holding one of the TV remotes?
    1. ibfr33k's Avatar
      ibfr33k -
      What's a "sand tablet"? lol
    1. psionicsin's Avatar
      psionicsin -
      People seem to forget Apple took "jabs" at others with their "I'm a Mac/ And I'm a PC commercials", as well as iPhone commercials and public statements taking "jabs" Android users.

      That being said, I don't see a thing wrong with what Samsung is doing. And this is coming from a proud Mac and iPhone owner.
    1. jcheve's Avatar
      jcheve -
      As long as samsung products feel plasticky and cheap they will never compare to an iPhone. I have played with a Galaxy Nexus and the light toylike build quality takes from the whole phone experience.

      Secondly, unless you are a unix freak or tinkerer android sucks. Unlike iPhone IOS, every new android iteration is different than the last. iOS is the same basic interphase as the original 2g. You know where things are always.
      I am in no way a tech lightweight but android seems confusing to me, every phone uses it differently. I guess thats the price you pay for being pimped like a cheap whore on every manufacturer. I like Apple's uniform platform. Simple and Elegant. To me android has its icons, settings etc all over the place... whats with the 3 buttons at the bottom??

      Finally, as long as the hardware allows it, every iPhone gets the same update, no one gets behind. On Android, unless you are a tech geek and know how to flash a phone you'll be stuck with the next to last os version because android is not equal on all phones, even if your phone has the horsepower under the hood. Imagine how Galaxy S or S2 users feel that ice cream sandwich is not officially available on their phone (id be like- what? I just got this phone, no update??). Atleast with Apple you desire the newest phone because of the tech specs and new design and with android you crave the next phone because your current phone doesn't run the next os version...

      Iphone Owns
      Some Android kinda own
      Blackberry sucks ballz
    1. bluemotion's Avatar
      bluemotion -
      What I don't understand is... How will Samsung get iPhone users to switch to their product by insulting them frequently in their ads? Sorry, but every iPhone user switching to a Samsung device is pretty silly
    1. Cellular's Avatar
      Cellular -
      The commercials are accurate up to a point...I tell all my friends it depends what your in to to pick an OS if you like Facebook, arts, music, movie making, etc your are a Mac user or 80% of the time a hipster who likes to express him or herself.

      If your a gamer them windows is your best friend and building is even more of your best friend. Since u can build a computer your get a lot for your money.
      MacBook = $1000 Facebook machine

      Windows pc = for the price equivalent Mac ($500) gamer
    1. rockyseay's Avatar
      rockyseay -
      You guys do know that Samsung builds most of the things that make apple products so great don't y'all? Well the internal components anyway. That said, I like apple only because of the outside look. I hate them as a customer/employee.
    1. Greatbiguns's Avatar
      Greatbiguns -
      Is she holding the New iPhone XL?
      I want one....
      Apple, Make It Happen!!

      Is she holding the New iPhone XL?
      I want one...
      Apple, Make It Happen!!
    1. Zokunei's Avatar
      Zokunei -
      Does Samsung make anything other than the screens? At least Apple makes the software. It would be kind of hard to make a brand image if your product is just running the same software and hardware as Motorola. I'm not really sure how similar they all are though.

      Quote Originally Posted by Raeki View Post
      That's the thing. Apple's not about profits.
    1. cgavula's Avatar
      cgavula -
      Well there is a significant difference. The Apple ads poked fun at Windows and the way Windows worked (or didn't work). The Samsung ads are poking fun at Apple users. TPoking fun at people is considerably more mean-spirited than poking fun at a product. Their sales are strong, but Apple took the prize in the past quarter (quite probably due to the 4s release) so I don't think these ads are really helping Samsung's market share or helping drive new customers to their business. They are actually kind of polarizing, regardless of whether you are an Apple fan or not. I don't see that they have been very successful (the ads - not Samsung).
    1. GmAz's Avatar
      GmAz -
      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.
      Your comment is full of pure apple fanboy fail.
    1. trek-life's Avatar
      trek-life -
      The Samsung Vs. Apple war is the dumbest war among fans of either product that I can remember. I get the marketing strategy on Samsung's part I guess. I wasn't impressed when Apple played the same game against Microsoft, but if that type of stuff entertains people

      I expect that type of marketing from burger companies.
    1. jamesgunaca's Avatar
      jamesgunaca -
      The Samsung ads are a breath of fresh air when compared to all the Verizon Droid ads - those are just plain awful.

      Too powerful to fall in the wrong hands? Give me a ******* break.

      Good job, Samsung. You make great products even if you have to borrow ideas from other people (which Apple does too).
    1. GTRagnarok's Avatar
      GTRagnarok -
      That thing looks huge in her hands... >_>
    1. cmwade77's Avatar
      cmwade77 -
      The one part that Samsung has always fell short in is customer service (especially Tech Support), does this mean that they are going to now be providing tech support for my phones, so that I don't have to pay my carrier to process my warranty claim?
    1. b0bab0i's Avatar
      b0bab0i -
      ^ Lowest companies? They make great phones and have the best Tv's on the market.
    1. Feanor64's Avatar
      Feanor64 -
      i love my iphone 4 but i cannot imagine not being able to jailbreak it if i couldnt id have the same old ui my buddy has on his 3g and its the same ui thats on the 4s and why buy a $1200 mac for what? u can buy 2 quality made pcs for that price and samsung really does make the best tvs on the market