This advertisement of Samsung goes along with our discussion on Wednesday. Samsung decided to take the approach of going after non-users and using the tactic of category build. Samsung is trying to direct customers to their brand. In the commerical, it highlights Apple customers didn't get features in their previous release where Samsung users already had them . I think it is interesting to look at the faces of the people waiting in line because they are making excuses of why the Apple is so "cool" and worth the wait. Then it moves to showcase features that iPhone doesn't have which makes Apple customers want that product. Samsung goes after the competition in order to demonstrate the differences in their product and how Apple is lacking. This commerical reminded me of when Apple went after Windows users. Samsung is using a similar approach.
http://www.youtube.com/watch?v=nf5-Prx19ZM&feature=youtu.be
Yes, they are going after non-users who know about the category when they are decisional about the brand (buying the latest iphone). Category build would refer to driving people to the category, for example, driving them to smartphones, yet here, the consumers are already users of the category.
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