The Power of Marketing
Oct 8th, 2012 by asfvinpugunisparam
This article depicts the ongoing battle between Apple and Samsung to win the smartphone market share. After losing in the courtroom for infringing 5 of Apple’s patent, Samsung is now becoming more aggressive in their marketing approach. Prior to this, Samsung marketing approach has always been subtle and passive against their competitors but under the new marketing management by Todd Pendleton, it is becoming more aggressive. The aggressive approach towards marketing their product has been rather successful for Samsung. Their smartphone market share rose from 18.3% to 34.6% in a year. The dominance that is shown by Samsung in the market share is mostly due to their expertise and spending on marketing. Samsung spent 2.8 billion in marketing expenses in the second quarter, up from $1.97 billion a year earlier.
What is clear is that with the appropriate marketing scheme and spending, there is a higher chance for a firm or a company to voice out or project its product to its customer. This will enable the firm to show the competitive advantage of its product compared to other companies. Hence, the power of marketing is truly proven here.
http://blogs.wsj.com/digits/2012/10/07/new-battle-brewing-between-samsung-and-apple/ 