In America’s electronics field, it seems like it is Apple versus the world. If it is not PC versus Mac, then it is IOS versus Android. I was not surprised when I did a quick Google search to find out some information about mobile devices, specifically what percentage of smartphone users use Apple’s iPhone versus the percentage of users that use Android devices. According to a recent Yahoo Tech page, 42.7% of smartphone users in the U.S. use the iPhone, while 52% use Android devices. That isn’t a surprise, considering that I see about one in every two people using an iPhone. As most people know, Android devices come from multiple companies including HTC, Motorola, LG, and Samsung. While Android might have a slightly larger share of the market, the prize for the most phones in use easily goes to Apple. Of all U.S. smartphone users, 43% of them use the iPhone, while Samsung comes in second with 29%.
While Samsung does make up over half of the Android smartphones in use, it is still lagging behind the juggernaut of Apple with its weapon of choice: the iPhone. How does one stand up to these odds? Can it be done? Samsung seems to think so.
Samsung has recently released its newest flagship “phablet,” the Galaxy Note 4. The bold marketing campaign hopes to increase the market share of smartphones. Samsung has approached it in three specific ways: taking shots at the competition, focusing on Samsung products, and branding.
The Note 4 was released on September 3, 2014. Ten days later an advertisement was released that showcased the strategies that Samsung would be using to accomplish their goal. For their campaign, their competition is obvious: Apple.
In this one-minute spot, shots at Apple can be seen from 18 to 24 seconds, and from 37 to 52. It belittles (no pun intended) the iPhone 6 and Apple in general. It basically labels Apple as a copycat brand with little innovation. At least, that is the message they hope viewers will receive. This is a major way that Samsung has marketed itself recently, by attempting to drag down the competition of Apple. At the same time, Samsung does a great job at focusing on their products and the functionality of them.
Looking at the advertisement once again, the Note 4 is focused on from the beginning to 18 seconds in, and from 24 to 37 seconds. This is what really sets them apart from Apple, as Samsung puts a much larger emphasis on their products, and features of the products, then actual branding. During a middle section, there is a feature shown called multi-window, which allows more than one application to be shown on the screen at the same time, a feature that Apple does not offer. This also reinforces the subtle branding of “Samsung does it better” when thinking about how large screens should function. View Samsung’s other ads here and here and here.
Samsung is communicating that they do it better, and they have been doing it for longer. The branding is far overshadowed by the focus on the product, but it is still present if you look close enough.
How effective was this ad for you? Do you think Samsung should change their strategy? Is it effective on a large-scale? Also, take a look at some discussion regarding the “bendgate” issue here.
Thanks for reading!