Samsung committed the ultimate marketing sin by over promising and under delivering in the launch of the Galaxy S4, the Harvard Business Review (HBR) has reported.
Noting that Samsung’s greatest competitor was no longer Apple, but itself, HBR argues that the Korean technology giant made some fundamental mistakes in pitching its new phone to an attentive global market.
A big part of the brand’s problem was a lack of confidence. “Many experts see the Galaxy S4 as a new strategic thrust by Samsung to ‘De-Google’ its phone. In short, it is an Android phone that wants to stand out more as a Samsung made and operated phone. Despite this grand vision, Samsung is hedging its bets just in case the breaking away move does not pan out by keeping its key branding elements (especially the design and naming) more or less intact. That kind of straddling, however, may create confusion among consumers who judge products by their exterior. If the overall brand narrative is that it is a new kind of Samsung phone, then each important branding element must communicate a clear separation from existing phones,” the HBR argued.
Samsung is not alone in its problems according to the HBR, which says that the company needs to adapt to its new role as market leader, a role that tripped up Apple only last year with the launch of the iPhone 5.
In related news, Samsung has also come under attack from Microsoft, which has rather bizarrely launched an advertising campaign criticising the Galaxy III’s camera compared to a Microsoft phone the Nokia Lumia 92. AdAge reports that Nokia was previously caught faking a photo supposedly taken with the very same phone used to attack the now out-dated Galaxy phone.
Please login with linkedin to comment
In this guest post, Alex Watts (pictured), DDB Sydney Head of Social, discusses his thoughts on the potential Microsoft/Tik Tok acquisition and whether the deal actually makes any sense for Microsoft… Trump is calling for a ban, China’s calling it a “smash and grab,” but the real question is – does buying TikTok really make sense for Microsoft? TikTok is […]
Following QMS’ acquisition of TLA Worldwide (Aust) last year, QMS Sport has today announced it will transition to the TLA brand and formally become a business unit of TLA. ‘Media Tech’ is officially the new name for what was formally known as QMS Sport, and will operate alongside TLA’s existing business units that span the […]
Sydney-based design and technology studio Nightjar have launched a new website for Sneaker Freaker. Founded in 2002, the street culture magazine is the first and only international footwear magazine. From its roots as a DIY-style fanzine to today’s global coverage, its print pages and online platforms document every colab, custom, limited edition, retro reissue, Quickstrike, Hyperstrike […]
Haystac’s former National Head of Strategy, Haylie Marchant (pictured) has launched The PR Toolkit – an online resource and DIY PR platform educating and empowering small and medium sized businesses to do their own PR. Offering a mix of free resources and easy-to-use how to guides, the one-stop-shop for DIY PR covers media relations, media […]
One Love Australia has launched a new social change initiative that will see a raft of high profile individuals, including former Australian Prime Minister Malcolm Turnbull and Boost Juice’s founder, Janine Allis, take part in a video interview series set to turn racism on its head. The initiative – titled #ShareThePlatform – will see these […]
Resolution Digital has been awarded the Australia’s Agency of the Quarter award in the prestigious Google Honours program. The Honours program for 2020 recognises the achievements of the very best performance marketing agencies and providers across Australia and New Zealand. The program consists of 3 quarters, 43 agencies and over 500 individuals; measured on account […]
Firefly has brought on six major new clients as it continues to expand, adding new media planning and buying arm to its business. Managing Director Andrew Mathwin (pictured) said the independent agency, known for clients such as Air New Zealand, Buy West Eat Best, West Coast Eagles and Mrs Mac’s Pies, had a strong year […]