While watching some videos on YouTube I came across the following commercial:
It made me think about the Pepsi vs. Coca-cola ad that we’ve seen in class today, and eventually reflect on current marketing strategy of Samsung.
To begin with, I first thought it was new commercial of the iPhones5 but soon I perceived the exorbitant dose of sarcasm. When young guy takes out his Samsung Galaxy 3S it’s clear that it’s all about comparative advertising.
A few catchy slogans come along to better engage the viewer: “This year we finally get all we didn’t get last year” (meaning: Apple throws at us new models all the time), “I moved on”, etc. Enumeration of series of characteristics like big screen and full 4G aims at emphasizing Points of Parity and Points of Difference.
PoP: 4G, big screen
PoD : Samsung’s Galaxy 3S has bigger screen, can share videos instantly, can display videos while email is in use, has new options like music list exchange.
Value: We are better and faster; we are more open, relaxed and younger.
Benefits: better hardware means better user experience; you are first; you are cool; you’ve made a good deal (no changes in chargers, adaptors, etc.).
Finally, Samsung’s motto makes reference to the one adopted by Apple:
iPhone: The biggest thing to happen to iPhone since iPhone.
Galaxy 3S: The next big thing is already here.
So what do you think:
Can these kind of maps change Points of Refrence in consumer’s minds (will Samsung go higher than apple on the ladder of “innovation”?
Has Samsung gone too far? Will making iPhone fans look ridiculous make them more likely buy Korean giant’s phone or just the contrary?
Will we be witnesses to yet another legal dispute between Apple and Samsung because of the dubious nature of this kind of advertising?
