In the new age, one of the methods that electronics companies use to increase sales revenue in the phone department, is through technological advancement with additional features and increased efficiency. In the article, the author mentioned that debut of Samsung’s new phone, the S4, the company emphasizes on how “each feature was designed to simplify our daily lives.” The video highlighted in the article was the introduction of the new S4. Throughout the introduction of their new product, Samsung focused on the new and improved specifications of their new phone to attract potential consumers. This is starkly different from the method that its fierce rival, Apple employs.

As shown in the other (above) video, Apple chose to emphasize on the experience that the user would have during its usage of the phone. The two different marketing strategies employed by two firms also reflects upon the differences in target markets. For Samsung, where it’s Asian roots and targeted Asian customers, features and efficiency are a large aspect of consideration when purchasing the phone. On the other hand, Apple’s approach captures a more Western idea, where the overall experience and emotions felt during the usage is the emphasis.

I also find it interesting that despite adopting different marketing strategies, the products produced by both companies are strikingly similar in terms of the physical outlook and functionality. Both phones offers strikingly similar features as a smart phone, and are at the high end of the specification aspect. Rather than competing directly against each other, they choose to attract different types of consumers with a different focus. This shows how much each firm values and utilizes marketing.

Sources:

Kosner, Anthony Wing. “Galaxy S4 Contrasts Samsung’s Maximalism With Apple’s Minimalism.” Forbes. Forbes Magazine, 17 Mar. 2013. Web. 07 Apr. 2013.