||||Since the first iPhone was introduced by Apple in 2007, competition between Apple and Samsung has been the dominant rivalry in the technology industry. With billions of dollars at stake every year, competition is fierce to determine who makes the best smartphone and, consequently, who is the best technology innovator. With a big reputation to maintain and the constant need to benchmark one another, you might think that Samsung and Apple's marketing strategies would reflect that creativity. Surprisingly, although both companies spend millions of dollars on advertising, the way they do it is very different. Samsung Marketing Sources: Considering Samsung's organizational size and the affinity users have, the marketing channels I have identified for the scope of this assignment are television and social media marketing. I can't remember the last time I didn't see a Samsung TV commercial featuring their new and improved phones. Additionally, Samsung does a good job of using social media to promote their products. Samsung has Twitter, Instagram, and Facebook dedicated exclusively to their product line of Android phones. With ads spread all over the web and on television, Samsung does a good job of using IMC to ensure that effective Apple, for the most part, avoids mentioning Samsung products. Their TV commercials feature almost new innovations that make its new phone the best yet. Apple ties these new features to the culture they have successfully created. All of these elements come full circle, helping to perpetuate Apple's dominant brand loyalty. Samsung Market Positioning: Samsung, with its successful line of Android phones, has positioned itself as the number one smartphone retailer globally (IDC, 2015). Since Apple produces iPhones only for its own customers, Samsung has positioned itself as a supplier of multiple product lines. Samsung offers Samsung Galaxy S6, Note, A8, V plus and many more. Samsung's multiple product lines offer customers more variety than Apple's iPhone. Apple: Apple, while trailing Samsung in overall global market share, maintains first place in the United States (IDC, 2015). Apple has positioned itself as the trendiest choice for most smartphone users, and while research shows this isn't necessarily the case, it's still an effective campaign. Before I spent time researching smartphone market share, I would have thought that Apple dominated the smartphone market

Topic > ||||Since the first iPhone was introduced by Apple in 2007, competition between Apple and Samsung has been the dominant rivalry in the technology industry. With billions of dollars at stake every year, competition is fierce to determine who makes the best smartphone and, consequently, who is the best technology innovator. With a big reputation to maintain and the constant need to benchmark one another, you might think that Samsung and Apple's marketing strategies would reflect that creativity. Surprisingly, although both companies spend millions of dollars on advertising, the way they do it is very different. Samsung Marketing Sources: Considering Samsung's organizational size and the affinity users have, the marketing channels I have identified for the scope of this assignment are television and social media marketing. I can't remember the last time I didn't see a Samsung TV commercial featuring their new and improved phones. Additionally, Samsung does a good job of using social media to promote their products. Samsung has Twitter, Instagram, and Facebook dedicated exclusively to their product line of Android phones. With ads spread all over the web and on television, Samsung does a good job of using IMC to ensure that effective Apple, for the most part, avoids mentioning Samsung products. Their TV commercials feature almost new innovations that make its new phone the best yet. Apple ties these new features to the culture they have successfully created. All of these elements come full circle, helping to perpetuate Apple's dominant brand loyalty. Samsung Market Positioning: Samsung, with its successful line of Android phones, has positioned itself as the number one smartphone retailer globally (IDC, 2015). Since Apple produces iPhones only for its own customers, Samsung has positioned itself as a supplier of multiple product lines. Samsung offers Samsung Galaxy S6, Note, A8, V plus and many more. Samsung's multiple product lines offer customers more variety than Apple's iPhone. Apple: Apple, while trailing Samsung in overall global market share, maintains first place in the United States (IDC, 2015). Apple has positioned itself as the trendiest choice for most smartphone users, and while research shows this isn't necessarily the case, it's still an effective campaign. Before I spent time researching smartphone market share, I would have thought that Apple dominated the smartphone market