Marketing Communication: Apple and Samsung

This report discusses marketing communication strategies of Apple and Samsung, including the application of Chris Fill model and the impact of digital marketing on their success.

Marketing Communication

EXECUTIVE SUMMARY
Marketing communication is discussed in the following report. Apple company is
considered in the whole report. The competitor used for completing the file is Samsung. This
report has discussion about the marketing communications for the UK market in terms of the
extent to which they are integrated. Chris Fill model is applied for Apple company and also there
is discussion about digital marketing communication strategies of Samsung and the impact it has
had on its success over the last five years.

Table of Contents
EXECUTIVE SUMMARY ............................................................................................................2
INTRODUCTION ..........................................................................................................................4
TASK 1 ...........................................................................................................................................4
Critique as well as evaluation of marketing communication for UK market together with
application of Chris Fill model...............................................................................................4
TASK 2............................................................................................................................................7
Critique of digital marketing communication strategies of Samsung and impact it has had on
its success in last 5 yrs............................................................................................................7
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
Marketing communication is defined as management process that is used by companies
for creating relationship with various individuals. If the company understands the audiences
effectively, organisations seek to create and deliver messages for the identified stakeholder group
(Ferdous, 2019). Firms are engaged with the variety of audiences for pursuing and achieving
marketing and business objectives. The company considered in this report is Apple. This is a an
American multinational company that has headquarters in California. This is one of the biggest
Tech companies of the world. The founder of this company was Steve Jobs, Ronald Wayne and
Steve Wozniak. There are two parts in this report. Task 1 includes critical evaluation of
marketing communication. Task 2 includes critical analysis of digital marketing communication
strategies and impact of competitor on success over the last five years.
TASK 1
Critique as well as evaluation of marketing communication for UK market together with
application of Chris Fill model
Overview of the organisation
Apple is an American multinational technology company that has headquarters in
California. This company is involved in designing, developing and selling consumer electronics,
computer software, online services, etc. it is among one of the four tech companies that are well
known. The marketing communication mix of Apple explains the stance of company towards
individual elements of the marketing communication mix like print media, sales promotion,
events and experiences, direct marketing , etc.
Marketing communication
Marketing communication is defined as ways adopted by companies for conveying
messages regarding the product and brands that a company sells directly or indirectly to the
customers (Ferdous, 2019). The different medium which a company adopts for exchanging the
information about products or goods to the customers is termed as marketing communication.
Different marketers uses several marketing communication for creating the brand awareness
among the potential customers. According to this, some image of the brand is created in the
minds which helps in making purchasing decisions of consumers. Marketing communication
consists of sales promotion, advertising, public relations, events and experiences, word of mouth

marketing, personal selling, interactive marketing, direct marketing, etc (Keegan, 2017.). The
main aim Apple marketing communication is for communicating message of this brand to the
potential consumers effectively. Apple is very effective in using the marketing communication
mix's factors in an integrated manner for ensuring the message of marketing. Apple can go
ahead with other manufacturers like Samsumg for gaining consumer attention, But Apple has
never done that. Apple's owner Steve Jobs excelled at manufacturing and marketing of products
and gadgets that are loved by consumers. The marketing of Apple is so effective that this
company has benchmark for other companies which want to attain global popularity, staying
power and revenue growth. Apple company is always involved in speaking for itself. Apple has
consistently positioned marketing, keeping messages and visuals in simple way. Marketing is
free for of things like pricing, feature lists, special effects, etc. Apple know the product will sell
itself after relying on pomp and circumstances. The best effective way for selling a product to a
consumer is to make effective decision process for marketing strategy. Apple was built by Steve
Jobs around a specific set of core values and a consumer focused narrative. The narrative of
Apple is hoe they overcome the early day of start-up and how this company develop by
innovation. Apple has gone through great lengths for understanding the target consumers in
effective manner. This type of understanding helps in maintaining good bond with prospective
customer and brand. This company is selling the emotion of contented happiness that comes
from a simple lifestyle.
Apple print and media advertising – The foundation of Apple is more than 40 years ago
and it has been using print and media adverting extensively for promoting the brand and new
products (Ferdous, 2019). The different well known print and media adverting campaigns used
by Apple are “Misunderstood” which is a Christmas advertisement which won the Emmy awards
for the most outstanding commercial. Video released by Apple i.e. “40 year in 40 seconds” is
viral video that is used for advertising Apple products. Apple is also using celebrity
endorsements for advertising products.
Apple sales promotions – The sales promotion represents short term incentives for
committing To buying of product and Apple uses different sales promotion forms which are
mentioned below - Point of sales – The stores of Apple are designed in attractive manner and customers are
allowed to use Apple products. Every Apple store has unique and creative factors. This

can be explained with an example – trees are used as partitions inside the Apple store in
Thailand. Free gifts – This company does not offers free gifts as a part of marketing strategy. This
company run 12 days of free gifts during the Christmas period.
 Seasonal sales promotions – Apple uses seasonal sales promotion marketing technique
for selling Apple products (Zagonel, Baker and King, 2019). When a new generation of
iPhone, iPad and iPod are released, authorised Apple products dealers are provided
permission for discounts.
The DRIP model is used in the marketing communication plan. This was given by Chris
Fill in his book naming “ marketing communication”. There are a lot of articles in blog which are
based on classic read and this is must for different novice marketers. The DRIP model is useful
for setting broad communication goals. DRIP stands for Differentiate, Reinforce, inform and
persuade (Childers, Lemon and Hoy, 2019). The DRIP model is used in marketing campaigns for
new or existing products. Each of the factors must be carefully analysed and evaluated. They
must be clearly communicated for target audiences.
Differentiate – When a company communicates the services and products to the
customers, there is need for differentiating themselves. This must be clear and it must be
different from other companies. For instance, Apple has unique half cut apple on back side of
every of it's product (Cui and et. al., 2019). There must be a clear definition of where in the
market the organisation and it's products and goods are positioned must be established. Apple is
a company that specialises in technology. It makes compact phones, iPads and iPhones for
attracting customers.
Reinforce– This means reinforcing the message sent to the consumers and strengthening
it by demonstrating why the brand is different. This is because it is cheaper, healthier, better
quality, easy for using to define a product. The needs must be demonstrated and strength are
analysed of the company (Costa-Sánchez and Baró, 2019). This means the company is providing
each and every single detail of the phone and products offered by Apple. This is done by
advertising the advancement in iPhone and ipads. A clear message must be send to customers
and their experience is taken as feedback.
Inform– The customers must know about the existence. This includes informing about
each and every specification of the product. Apple provides information about every of it's

features and relevant data that is needed for consumer to know. The most essential part of
advertising the product and ensuring that all information about the product is showed in that.
Apple provides specification about its products which includes product cells are rated at 20 Watt
hours or less and batteries of the products are rated as 100 watt hours or less.
Persuade- This includes encouraging audiences for further purchases. This includes
persuading customers for positive actions (Harb and et. al., 2019). This means not letting them
forgetting about the brand products and it's functioning. This includes advertising products of
Apple effectively in market and taking feedbacks from customers to enhance working efficiency.
TASK 2
Critique of digital marketing communication strategies of Samsung and impact it has had on its
success in last 5 yrs
Apple is a key market player within consumer electronics industry which enjoys market
leadership and global popularity. One of its biggest competitors within the same sector is
recognised to be Samsung. This is a well renowned multinational conglomerate of South Korea
which has its headquarters situated within the confines of Samsung Town, Seoul. It constitutes a
number of affiliated businesses, majority of which are integrated under the brand name of
Samsung, making it the biggest conglomerate of South Korea (Gupta, 2019). This organisation
was founded within the year 1938 by Lee Byung-chul, as a trading corporation. Over a period of
3 decades from its inception, the brand group entered market segments like food processing,
textile, security, retail and insurance. Samsung gained access into the electronic market within
the phase of 1960s and construction segment within 1970.
Samsung Electronics is the flagship organisation of the conglomerate of the respective
brand, contributing majorly in terms of total revenues of the group. This corporation has
established assembly plant and sales networking within over a total of 90 nations. It has a staff of
more than 310,000 individuals who work collaboratively to give a boost to the market
positioning as well as brand value of company. This provides aid to the entity in attaining
success and growth at international scale (Ahmed and Abdelkader, 2019). Owing to this,
Samsung Electronics is regarded to be the biggest consumer electronics' producer across the
global periphery. The respective organisations produces electronic items like lithium-ion battery,
semi conductor, chip, flash memory device and many more products for top notch corporations.

This enterprise is also globally renowned for being the biggest producer in the world, of mobiles
inclusive of smartphone.
Digital Marketing Communication Strategies of Samsung
The success of Samsung is largely based upon the connection that it has built with
customers over the course of time. This connection could be developed because of some
exceptional marketing communication strategies opted by the firm. As a result of such strategies,
firm has been able to communicate the vision and mission of enterprise to the people at market
place and thereby gain support from them in terms of customer loyalty and trust in the brand.
This persuades the customers to make a purchase of the offerings of Samsung. The management
of this enterprise ensures that the promises they make at the time of digital marketing
communication are met at the time of product delivery to customers (Trinanda and Sari, 2019).
This helps in gaining belief and trust of customers, thus retaining them for a long period of time
in future context.
Digital marketing can be referred to as the procedure of promoting the organisational
offerings by way of exploitation of digital technology. It encompasses several aspects such as
mobile phone networking, use of internet, advertising and many more. Thus, digital marketing
communication can be acknowledged to be the means which are used by a company to set
communication with public at large and promote the products and services offered by them at
market place (Strycharz and et. al., 2019). In this relation, the digital marketing communication
strategies taken into use by Samsung Electronics with the passage of time are explained as
follows:-
Digital marketing campaigns: This is regarded as one of the most used digital marketing
communication strategy of Samsung. The firm runs campaigns over digital channels with a view
to gain the attention of a large number of persons at any point of time. Over the course of time,
Samsung has come up with several famous digital marketing campaigns. The names of few of
them are The Galaxy 11, Useless bid, #OverToYou, Incredible Art Piece, Digital line, Like It
Reveal It Win It, Apple baiting and so on. These campaigns have largely provided assistance to
this globally renowned firm to inflate its market reach and thereby enhance its existing figures of
revenues as well as profits (Gong, Wang and Li, 2019).
Digital advertising: This is acknowledged to be yet another important digital marketing
communication strategy that has been utilised by Samsung with the passage of time to appeal to

people in a significant manner. In this relation, some of its most successful advertisements of this
brand are regarded to be Marvel’s Avengers: Age of Ultron, Anticipation and Samsung Mobile
present ‘Assemble’ Part 1 and 2 and #GALAXY11: The Match Part 1 and 2. Both of these viral
ads gained the attention of large number of people in a very short span of time and thereby
boosted the sales of corporation by a hefty margin (Rahayu and Fatima, 2019).
Social Media Marketing: This is one of the most popular strategies that are taken into
use by companies across the globe to target a large base of people at any point of time.
Marketing by way of usage of social media platforms or channels is an effective and strategic
ways that is applied by a company. This is so because it is one of the most economical digital
marketing strategies that can be leveraged by any corporation to enhance its reach among the
people (Chitty, D'Alessandro and Gray, 2019). With respect to this, it has been acknowledged
that Samsung has its presence over a number of platforms such as YouTube, Twitter, Reddit,
Snapchat, Google Plus, Facebook and so on. This corporation has also built networking with a
number of applications as well as platforms to target the people by way of running social media
campaigns.
Guerilla Marketing: For the promotion of the launch of a new phone of brand, Samsung
discovered a new way to gain the attention of people towards the unique features of phone. The
organisation decided to showcase its features within Stockholm. Samsung took a decision to
keep a digital billboard within a crowded street corner and made it to serve as a live notification
system. This facilitated individuals to look beyond edge with Information Stream. Hereby, each
individual who passed by the corner of the street got surprised to acknowledge a digital billboard
which found the right phrase for every person. Notification such as ‘Be careful bike ahead!’
came in the system which made people to make efforts to find out about the manner in which the
system worked (Paulus, 2018). This served as a lucrative measure for the company that assisted
the organisation in gaining the attention of people in an effective manner.
The digital marketing communication strategies discussed above had a remarkable impact
over the performance and revenues of company in the last 5 years. The profit of the second
quarter of 2016 for Samsung was 5.4 billion pounds which were acknowledged to be its best
quarterly results over a period of last 2 years. Further, Samsung Electronics reported financial
results for its third quarter ending on September 30, 2019 whereby it posted KRW 62 trillion in

consolidated quarter revenues along with KRW 7.78 trillion in terms of quarter operating profits
(Strycharz and et. al., 2019).
CONCLUSION
On the basis of above discussion, it can be inferred that marketing communication plays a
vital role for a corporation in maintaining healthy relations with customers. It provides aid to an
organisation in analysing the behavioural patterns of consumers and thereby influencing them in
a positive manner so as to facilitate them to make a purchase. Further, it has been analysed that
there are a number of technological trends related to marketing communication and associated
strategies that need to be taken into account by an entity in order to survive in market for a long
period of time. Such strategies provide competitive advantage to firm and assist them in
strengthening the market position at international scale. This implies increment in sales as well
as profits of company.

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