Samsung’s Big
Marketing Challenge
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| Tall and curvy. Sleek with a fragile body and a gorgeous frame. |
This year Samsung has opted for a bezel less display with a glass back and tall screen. The looks coupled with features that some say surpass those of the more popular IPhone, make the new Samsung Galaxy S8 an obvious competitor in the smartphone game.
For Samsung, this phone is meant to serve as a type of reset button after
having to recall more than 2 million units of the Note 7 phones that were
literally catching on fire. This year however, Samsung hopes that consumers
lose sight of that picture and instead catch on to the new features that make
this phone a true game changer.
For the marketing, Chief of Samsung Marc Mathieu, this phone
means a reaffirmation that the company can remain a viable competitor and can
move on from the public relations scandal that it faced last year. This scandal
caused the company to restructure the way it served its consumers as well as
the way it handled consumer devices.
In addition, Samsung has always had a knack for inserting humor into their
commercials. Now, Mr. Mathieu agrees that consumers have to be reassured that
this new device is actually safe and as such must keep the commercials safety
orientated. These commercials feature the devices being tested in labs to
ensure that the quality and safety of these devices are the highest and
consistent. The more precise Samsung can be with their testing the more they
can persuade the public that their brand is legitimate and once again a major
competitor again a more mainstream company like Apple.
It seems all of Samsung’s efforts have likely payed of as its preorders have
outpaced the order for the previous model from last year the Galaxy S7. And at
its current right rate it is on track to be close to Apple’s shipping order,
who wasn’t met with any major catastrophic scandals in the past year. For the
electronics’ giant and the phone itself only time can be the accurate measure
of the overall quality and outcome of the product.
Carlos Gutierrez
MKTG 3343
Great insight, Carlos! I've analyzed this topic previously and saw that Samsung was in a position to win back cellular consumers, very interesting that they are seemingly doing exactly that. They have taken strides in improving their product and it looks to be paying off! For the first time I am thinking about making the switch from I-Phone to the Samsung S8, the improvements are very appealing.
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