How to use your competitors-Apple and Samsung
Samsung and Apple are two famous companies which dominate the smart phone market and competed for more than three years.Their legal war which costing more than a billion dollars even create history. After Apple launched its new products,Samsung had a strategy which directly focus on Apple which includes provide $100 gift card for customers who are switching from the iPhone, and new advertisement teases Apple.It is not the first time Apple and Samsung teased each other by advertisement.In my opinion ,Samsung and Apple actually use each other to make the market bigger.
As Apple and Samsung are popular brand which already had a number of fans. Advertisement strategy directly focus on their competitor can increase the awareness of both companies as the advertisement show both brands to consumers . And the news mentions their competition activity can drive many people attention to the smart phone market ,which means many people know their new products from the news and then may reallocate their consumption ,for example, switch the consumption of products like clothes, printers and e-book readers to smart phone.Dramatic competition creates a new kind of promotion.
However , increasing awareness does not mean increasing good awareness, especially for Samsung which already had a brand image of market follower due to the legal war.If Samsung continued to tease Apple and do not provide creative ideas which actually better than Apple’s people could disappointed and the brand image of Samsung maybe even worse.In conclusion ,focus on competitor as a strategy may benefit Samsung due to increasing awareness ,but the company need to ensure the brand image and focus on core competitiveness which helps it to guarantee long run success.
news:http://www.thetimesnews.com/article/ZZ/20150927/BUSINESS/309279976/15418
pic:http://www.vanityfair.com/news/business/2014/06/apple-samsung-smartphone-patent-war
Li Jiayue
