We all know that Samsung recently lost $1 billion to Apple over cellular technology patents but it seems Samsung isn’t going to back down just yet. Samsung is partaking in a marketing strategy that involves repositioning the competition; however, they are also fully grabbing its ad weapons and going to war in detraction of Apple’s image. Samsung is using a bit of sarcasm and humor to take down its rival by exposing Apple’s faults and implying that Samsung’s products are better. Teri Daley, a Samsung representative says “As marketers we’re focused on educating consumers. We feel like they’ve somewhat been led down a blind path when truly that innovation has stopped a long time ago.” Samsung claims they aren’t deliberately trying to insult Apple fans and that they just want to show there is something more innovative besides the iPhone, but will Apple fanboys be offended? It seems like some have already taken a hit and fought back.
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A few days before Apple released its new iPhone 5, Samsung came out with an ad claiming “The next big thing is already here”, where they boast about its Galaxy product and downplay Apple’s new features. In the article “Positioning – As Popularized by Al Ries and Jack Trout”, Lie and Trout say to avoid bragging about a product when advertising, but what about in this the case with Samsung? What will be the response of consumers? Is this type of marketing effective in gaining new customers or are they being too arrogant and driving its potential customers away with its degrading humor?
Apple has already learned from its failed commercial – one that derided PC users by portraying them as “Mindless Lemmings” jumping off a cliff. Improving its ads, Apple constructed its clever “Mac vs. PC” commercials where comedian Justin Long delivers information about Apple’s features and benefits with a bit of humor involved.
Both Samsung and Apple have heavily increased advertisement spending over the past year: Samsung from $6.95 million to $99.9 million and Apple from $104.1 million to $193.1 million. Does this mean Samsung and Apple are waging a marketing war against one another? As consumer bystanders, what are we to do but let these powerful companies win us over?
Tanzina Vega and Brian X. Chen. “Samsung-Apple Fight Moves to the Marketing Arena.” The New York Times. The New York Times, 18 Sept. 2012. Web. 20 Sept. 2012. <http://www.nytimes.com/2012/09/19/business/media/samsung-apple-fight-moves-to-the-marketing-arena.html?ref=todayspaper>.