Positioning
Statement Samsung
embodies style and technology for the young professional, with its cutting edge
design and superior connectivity features. Samsung's positioning statement is
one that asserts its differentiation from other mobile phone providers. In the
local market where myriad choices abound, Samsung's sleek exterior design, accompanied
by its selection of soft and hard features, render it an optimal purchase for
the young, technologically updated professional.
Samsung
tries to cover whole mobile and smartphone market and is now one of the leading mobile companies of the
world. Today company’s product lineup includes almost any possible
smartphone or mobile. Thereby the current positioning of Samsung Mobile is
to be a market leader in whole mobile and smartphone market. Samsung
came up with new ideas to be more customer-focused and creative in order to
establish a strong brand image in the global market. Their main focus is
to make handsets with the most amazing and unique designs in order to meet
their customers expectation.
Samsung
has long counted on its marketing and hardware prowess to attract customers
seeking an alternative to Apple's iPhone. When
Samsung needs to churn out a hit, it turns to what it's always done best: hardware. Samsung
has long been at the forefront of the mobile market when it comes to the
technology crammed into the devices. Its phones tend to use the fastest
processors and brightest screens, as well as incorporate novel, high-tech
features such as curved displays seen in S6.
Samsung prefers to use different taglines for their
different products. This year Samsung launched S6 with
"Six Appeal" as the tagline.
Galaxy S6 stands out
for it’s high end technologies used and features. This promo link of S6 shows all the product attributes, values and benefits which makes it one of the most
competitive leading brands .
There are critics of Samsung who argue that its success is mostly due to copying and then tweaking the innovations of others like Apple, Sony HTC, etc. Even if it’s true Samsung is still leading among the fierce competitors and some people say Samsung has managed to bring the heat over iphone6 (biggest rival).
This video shows how strong both the brands are and still Samsung manages to bring the heat over iphone6!
Point of parity: The constant innovation and high end technologies for the
features and designs.
Point of differentiation: Samsung tires to give humanized and better
personal experience, customer insight product and innovative technology.
Recently we have seen Samsung has launched Galaxy S6 with a curved screen which
is a completely new concept.
Samsung leads 3rd among the top 10 innovative companies.
Samsung is going from strength to strength and has been ranked 7th 'Best Global Brand' in the 2014, Interbrand report.
Improvements- Overall the performance of this
brand seems to be very impressive. Samsung should focus more on the specifications and the hardware rather than the outlook design so that consumers don’t get the chance to switch brands in the long run.
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