Report: Marketing Strategies

Table of Contents

INTRODUCTION

MARKETING STRATEGIES OF APPLE

MARKETING STRATEGIES OF SAMSUNG

EVIDENCES OF MARKETING SUCCESS

APPLE AND THE ANSOFF MARKETING THEORY

CONCLUSION

References

 

INTRODUCTION

This report gives an elaborated discussion on marketing strategies of two separate companies. The companies that have been chosen are Apple and Samsung. Prior to the detailed discussion regarding the chosen companies, a brief description about the term marketing has to be given. Hence, marketing is the management of relationships between the customers and the company based on the promotion of the products and the services that it has to offer. Since marketing is basically focussed on determining the taste and preference of the customer, thus it can be considered as one of the major components of the business management process. Marketing strategy involves the plans of promoting a product or service by the company to its customers. This report compares the marketing strategies of both Apple and Samsung and the ways in which it has helped the companies reach their benchmark.

MARKETING STRATEGIES OF APPLE

Apple in general has three target groups. First are the lovers of music who are generally attracted towards Ipod and Itunes.  Second target groups include the teenagers and professionals who have a craving for Iphone, Macbook and many others. The third target group includes the entire crowd who fall in the group of premium customers and can afford buying items like Apple TV and Apple Iwatch. The products of Apple are the best in the market with the use of most advanced technology and in-built software. This helps the company create the revolution in the future of mobile and media. Apple has created a competitive gain over its competitors by using products of superior technology. The brand image and the reputation of the company has repeatedly allowed Apple to stand among the leaders in the competitive market. Apple has a very smart wholesale setup along with other trade partners for the promotion, sales and distribution of the products. The advertising strategy of Apple is also one of the best throughout, because of its clear and crisp content (Marketing91, 2019).

MARKETING STRATEGIES OF SAMSUNG

Samsung promotes itself to the customers using different strategic methods. The first motive of Samsung is to hit the mass. Therefore the company develops a wide range of products which people from different financial background can afford. The advertising method of Samsung is both direct and indirect. Direct method includes advertising through TV, internet and others. Indirect method of advertising includes allowing the customers to try their new product and determine whether it is good or not. People from every age background find the products of Samsung to be user-friendly. Samsung values all types of customers and make products according to the requirements, budgets and needs of the customers. Samsung also has a unique positioning of its own as it creates awareness in the customers about the brand and its uniqueness as compared to the other available brands in the market. The company brings innovative products in the market using the latest technology and sophisticated designing (Boha Ala, 2019).

EVIDENCES OF MARKETING SUCCESS

APPLE- Apple was first launched in the market in 2007 and since then the company has kept on increasing its sales. It has sold more than 217 million Iphones worldwide in the year 2018. 12 years after Apple was launched, 1.5 billion Iphones have been shipped throughout the world (Statista, 2019). This has been possible because Apple keep the marketing campaigns simple. They consider the briefing of the product as the only essential element of the advertising process. Apple has done glaringly well in taking reviews from the customers. Apple never gets involved in tug of wars with the competitors regarding the price of the product. Instead the pricing of Iphone is always higher than other similar products available in the market. Apple always focuses on delivering the best product in the market irrespective of the price. People who choose quality over and above everything else will automatically get driven towards Iphone. The company also believes in creating experience and not just a simple product. Any customer using Iphone knows the convenience of experiencing technology at its best. Moreover, Apple has always tried to understand its customers and talk to them in their language. This has created a much deeper connection between the company and its customers. The most important marketing move of Apple is keeping mystery while revealing a product in the market for the first time.

SAMSUNG- Depicting statistically the marketing shipments of Samsung globally from 2010 to 2019 has made the company one of the leaders among the global vendors of Smartphone. Around the beginning of 2019 the total number of shipped Samsung Smart phones throughout the world was 71.9 million units (Statista, 2019). It has to be mentioned here that most of the sales of Samsung takes place in the Asian continent. Samsung incurs a lot of expense for the purpose of marketing and reaching the customers. The company has spent a total of USD10.2 Billion in 2016 for the purpose of marketing alone. The marketing strategy of the company includes various forms of advertisement, direct marketing, public relations, experiences and events and personal selling. The company has a total of 53 global production bases and 34 R&D centres worldwide. The main motive of the company is to continuously bring new products in the market with further innovative features and the latest use of technology. Targeting and positioning strategy of the company reaches the mass and the company brings user-friendly handsets in the market from various price ranges thus making them affordable too. 

ANALYSIS AND EXPLANATION OF SUSTAINED MARKETING SUCCESS USING THEORIES

 

APPLE AND THE ANSOFF MARKETING THEORY

This theory was first coined in the year 1965 by Igor Ansoff for developing strategic options for business. This is one of the simplest theories for development in marketing and Apple often follows this theory to increase its sales and maintain its brand image and reputation. The four possible scenarios of this matrix are penetration in the market, development of product, development of market and diversification. Penetration in the market focuses on increasing the amount of sales of the already existing products in the already existing market. Apple does this by creating the image of the brand. The brand reputation always keeps an open market to attract the customers for the existing products. Development of products include the launching of new products in the market. This creates a varied number of products and Apple is a master in this field. It starts promoting the new product as soon as it is launched. But the company keeps the advertising simple and straight. It just gives a briefing of the product in the audio-visual advertisement with a flavour of crispness in the entire video. But there is also a flavour of mystery in the promotion that attracts the customers. Development of market includes reaching and creating new markets for the existing products. This requires skills in expansion of the market. The brand name is enough for the company to gain new markets for the existing products. And with availability of new markets there will automatically be more selling of products. Diversification is creating both new products and new markets. With expansion in markets and products the company will reach more people and make more customers. Apple has always been reaching new masses with new varied products and new markets. Promotion forms a key factor for diversification (Professional Academy, 2019).

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SAMSUNG AND THE MARKETING MIX THEORY

Marketing mix theory provides a brand offering to the businesses and marketers. Samsung uses the 7P’S of marketing mix theory as one of its most important marketing strategy to reach the consumers. The 7P’S of this theory are product, price, promotion, place, people, physical evidences and processes. The product should be made according to the expectations and demand of the customers. Keeping this in mind Samsung launches user-friendly handsets with phones ranging from a very low price to very high price. The products should be such which values the money and should be affordable. Keeping this in mind Samsung makes mobiles which are affordable for people from varied financial backgrounds. The place means the market where the products are sold. The market should always be easily accessible by the customers and should not be located in remote areas. Promotion is always necessary to educate the customers about the products and creating a brand image. Samsung incurs a lot of expanses for the same. People include the staff and employees working in the company. All the strategies would have failed if the company lacked responsible and skilful staff. Physical evidences include the thing the customer is paying for. In this case, Samsung provide user-friendly handsets which have durability in proportion with the price charged for the handset. Processes include the delivery of the service. This again states what the customer is paying for because the delivery of service solely depends on the payment of the same (Profesional Academy, 2019).

CONCLUSION

The purpose of this assignment was to understand the development of marketing strategies of Apple and Samsung. The evidences of success of both the companies have also been shown in an elaborate manner by giving data on sales of the companies for the last few years. The assignment also deals with certain marketing theories like Ansoff Marketing Theory for Apple and Marketing Mix Theory for Samsung. These two theories have broadly been applied by the individual companies for developing their marketing strategies. Thus, this report gives an overview of marketing theories and their application by two different companies.

References

Boha Ala. (2019). Samsung Marketing Strategies. Retrieved July 23, 2019, from https://bohatala.com/: https://bohatala.com/samsung-marketing-strategies/

Marketing91. (2019). Marketing Strategy of Apple Inc – Apple Marketing Strategy. Retrieved July 23, 2019, from https://www.marketing91.com: https://www.marketing91.com/marketing-strategy-apple/

Profesional Academy. (2019). MARKETING THEORIES – THE MARKETING MIX – FROM 4 PS TO 7 PS. Retrieved July 23, 2019, from https://www.professionalacademy.com: https://www.professionalacademy.com/blogs-and-advice/marketing-theories—the-marketing-mix—from-4-p-s-to-7-p-s

Professional Academy. (2019). MARKETING THEORIES – EXPLAINING THE ANSOFF MATRIX. Retrieved July 23, 2019, from https://www.professionalacademy.com: https://www.professionalacademy.com/blogs-and-advice/marketing-theories—explaining-the-ansoff-matrix-

Statista. (2019). Global Apple iPhone sales from 3rd quarter 2007 to 4th quarter 2018 (in million units)*. Retrieved July 23, 2019, from https://www.statista.com: https://www.statista.com/statistics/263401/global-apple-iphone-sales-since-3rd-quarter-2007/

Statista. (2019). Smartphone unit shipments of Samsung worldwide by quarter from 2010 to 2019 (in million units). Retrieved July 23, 2019, from https://www.statista.com: https://www.statista.com/statistics/299144/samsung-smartphone-shipments-worldwide/

 

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