Apple and Samsung, two of the leading gadget developers in the market, did not become successful overnight. Apple started as a small company founded by Steve Jobs and Steve Wozniak. Their objective was to build computers at a time where computers were only accessible to the wealthy (O’Grady 2). The first product lines Apple released were Apple I, Apple II and Macintosh. The company also experimented with different kinds of products but failed to attract consumers, leading the company to near bankruptcy (O’Grady 12). Apple then started shifting from computers to mobile electronics. Their innovative mobile phones and music players were well-received by consumers worldwide and became a huge hit (O’Grady 13-14). Samsung, on the
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One example is how the company makes sure to hire customer-oriented employees, providing excellent service and support for users of Apple products (O’Grady 44). They are also known for incorporating the needs of consumers in the design of their products, making sure that it’s beautiful and easy-to-use. In fact, most users of Apple products claim that they’ve never read the manual, yet they are able to easily understand how to use the product (O’Grady 43). Another marketing strategy Apple is known for is their provocative advertising. Apple products are made known to the public through advertisements, which are very effective due to their emotional value. Apple is the first technology company to have advertisements touch on topics such as freedom and empowerment of the individual (Schneiders …show more content…
They were able established a sense of belonging and community among its community, through which they were able to ensure customer loyalty to their companies (Schneiders 21). Through the success of certain products, Apple and Samsung experienced the “Halo” effect, wherein the success of one product extends to another product from the same brand. For example, because of the success of Apple’s iPod, other products from Apple such as the Mac Book and iPhone became successful as well (O’Grady 59). Due to the success of Apple and Samsung’s marketing strategies, consumers were now more willing to pay for Apple and Samsung’s products and recommend it to their peers (Schneiders
One example is how the company makes sure to hire customer-oriented employees, providing excellent service and support for users of Apple products (O’Grady 44). They are also known for incorporating the needs of consumers in the design of their products, making sure that it’s beautiful and easy-to-use. In fact, most users of Apple products claim that they’ve never read the manual, yet they are able to easily understand how to use the product (O’Grady 43). Another marketing strategy Apple is known for is their provocative advertising. Apple products are made known to the public through advertisements, which are very effective due to their emotional value. Apple is the first technology company to have advertisements touch on topics such as freedom and empowerment of the individual (Schneiders …show more content…
They were able established a sense of belonging and community among its community, through which they were able to ensure customer loyalty to their companies (Schneiders 21). Through the success of certain products, Apple and Samsung experienced the “Halo” effect, wherein the success of one product extends to another product from the same brand. For example, because of the success of Apple’s iPod, other products from Apple such as the Mac Book and iPhone became successful as well (O’Grady 59). Due to the success of Apple and Samsung’s marketing strategies, consumers were now more willing to pay for Apple and Samsung’s products and recommend it to their peers (Schneiders