In the world of marketing, effective brand positioning is very important. But, how do you position your product in a competitive market where consumers have many options to choose from?

One of the most competitive markets is that of mobile phones. With the release of Apple’s iPhone 5 in September, it was thought that Apple would boast a clear lead in sales over most mobile phones, namely Samsung’s similar Galaxy S3. Yet, it is surprising for some analysts to see that Samsung’s sales are still growing.

How was Samsung still able to capitalize on growth even with all the hype surrounding the new iPhone? With the use of relative positioning and comparative ads, Samsung was able to use the points of parity as well as the points of difference between the Galaxy S3 and the iPhone 5 to their advantage.

Samsung Galaxy S3 Ad: “The Next Best Thing Is Already Here”

Using advertisements such as the one above, Samsung portrays the new iPhone as old fashioned saying that their phone, the next best thing, “is already here.” Samsung defined the similarities between the Galaxy S3 and the iPhone 5, such as the touch screen and 4G network. Yet, they also used points of difference, for instance, the larger screen and touch to transfer feature to show consumers the user-friendly benefits of their phone compared to Apple’s.

Sources:
https://www.youtube.com/watch?v=QR8A3T6sPzU
http://news.cnet.com/8301-1035_3-57525052-94/samsung-galaxy-s3-sales-hot-despite-iphone-5/
http://www.halemarketing.com/theory/articles/is-your-product-powerfully-positioned.php
http://www.autoomobile.com/news/iphone-5-vs-samsung-galaxy-s3-27/1004728/