Analysis of Apple iPad Competitor Promotional Strategies

This memorandum analyzes the promotional strategies employed by Apple's competitors in the tablet market, focusing on the iPad. The report examines the marketing tactics of Samsung, LG, Asus, Sony, and Google. Samsung utilizes discounts, sponsorships, and festival engagements. LG emphasizes promotional advertisements in various media and offers discounts. Asus targets young demographics with online promotions and word-of-mouth. Sony relies heavily on digital marketing and creative advertisements. Google leverages word-of-mouth, free services, and Froogle. The report provides a comparative overview of each company's approach, highlighting the diverse strategies used to gain a competitive edge in the market. This analysis provides valuable insights into the marketing landscape of the tablet industry.

ADVANCED ESSENTIAL BUSINESS CONCEPTS
Name of the Student
Name of the University
Author Note
MEMORANDUM
To: The Marketing Director
From: Marketing Consultant
Date: 2nd August 2019
Re: Analyzation of the Promotional Strategies of the Competitors of Apple
The evaluation of the various strategies used by the competitors of Apple, on one of its product,
which is IPAD.
1. Samsung – The tablets produced by the organization of Samsung are known as Samsung
Galaxy Tab. Various models are there under the kitty of this organization with this brand name.
Samsung possesses the largest technological business in terms of revenue and is the seventh most
valuable brand throughout the world in recent times. In this highly competitive information
technology market place, Samsung approaches various promotional tactics to understand the
people to buy their product and enjoy the competitive edge over others. They know very well
that advertising is one of the best modes available to connect with the people in the market place
and engage the potential customers towards their brand. To sale their different models of tablets,
Samsung introduced discounts of various rates in different regions of the world and sponsored
many events around the world. They also engage themselves with national as well as
international festivals, which helps the organization to expand its business operations in different
aspects. They also provide opportunities to non-famous people of the community in their
advertisements, which allows the organization to become more popular apart from increasing the
public image of the business house (Kuang et al., 2017).
2. LG – LG Electronics or Lucky Goldstar is another competitor of Apple in the global market
place. They too have tablets manufactured under the G series. This organization mostly believes
in the concept of promotional advertisement. The organization feels that direct communication is
essential with the consumers of the tablets. Therefore, they provide different forms of ads in
newspapers, magazines, televisions apart from the various platforms of social media throughout
the year. The multinational brand also offers different rates of discounts to the distributors as
well as the retailers who advertise regularly and open exclusive LG shops throughout the world.
They also engage many famous personalities from the area of sports and entertainment to

promote their products. They also sponsored many international events like ICC Cricket World
Cups and the London Marathon, to attract more people towards their product (Joshi, 2013).
3. Asus – Another competitor of Apple in the market of tablets is this Taiwan-based company.
The promotional campaigns used by this company are focused on targeting the young age group
people. Apart from them, working professionals have also aimed to sale their tablets. They
mainly focus on different kinds of online promotions including on their websites. They also offer
discounts to attract more people to their product. Word of mouth publicity is also done by the
people, which helps the organization in the promotional campaigns throughout the world
(Haenel, Loibl & Wang, 2018).
4. Sony – It is one of the fierce competitors of Apple when the comparison comes between the
tablets sold by these two organizations. Sony spends heavily on advertising and promotional
campaigns. The organization uses various channels for marketing its tablets, but the primary or
focused promotional strategy is digital marketing. The different social media platforms also play
an essential part of their promotional strategy. The usage of print media and television is also
done by this world-famous organization, mainly in the market place of Asia. The company is
also well known for the creation of creative advertisements for television. Like all other
companies, the advantages of different social media platforms are also taken advantage of this
organization. It has different Facebook pages for its tablets. Sony has separate pages for Twitter,
Google Plus and Pinterest apart from Facebook for promotion of their brand in the tablets market
(Jamali & Khan, 2018).
5. Google – This is another giant from The United States and one of the fierce rivals of Apple.
They took advantage of the word of mouth publicity. The organization provides free services to
its customers and sells the advertisements on the pages where the customers land up. They have
launched Froogle, which is a new and different website which engages its customers to search
their tablets. Public relation is one of the most vital aspects of this organization to face the
growth as well as a competitive edge over others, apart from providing advertisements on
television, radio and print media. They also take advantage of their brand name in promotional
strategies (Choi, Shin & Lee, 2013).
Name of the Competitor Promotional Strategies
Samsung Samsung introduced discounts of various rates in
different regions of the world and sponsored
many events around the world. Apart from
these, they also engage themselves with national
as well as international festivals, which actually
help the organization to expand their business
operations in different aspects.
LG They provide different forms of advertisements
in newspapers, magazines, televisions apart from
the various platforms of social media throughout
the year. The multinational brand also provides
different rates of discounts to the distributors as
well as the retailers who advertises on
continuous basis and open exclusive LG shops

throughout the world.
Asus They mainly focus on different kinds of online
promotions including on their websites. They
also offer discounts in order to attract more
people towards their product.
Sony Sony spends heavily on advertising and
promotional campaigns, with the main focused
promotional strategy is the digital marketing.
The different social media platforms also play an
important part of their promotional strategies
Google Provides free services to its customers and sells
the advertisements on the pages. They have
launched Froogle.
References
Choi, J. Y., Shin, J., & Lee, J. (2013). Strategic demand forecasts for the tablet PC market using
the Bayesian mixed logit model and market share simulations. Behaviour & Information
Technology, 32(11), 1177-1190.
Haenel, T., Loibl, W., & Wang, H. (2018). Technology-Enabled Experiential Marketing:
Promotional Strategies Towards New Service Opportunities. In Smart Technologies:
Breakthroughs in Research and Practice (pp. 202-221). IGI Global.
Jamali, M., & Khan, R. (2018). The impact of consumer interaction on social media on brand
awareness and purchase intention! Case study on Samsung. Journal of Marketing, 114.
Joshi, S. (2013, July). A study on digital marketing preferences of generation Y with specific
reference to the purchase of laptops. In PRIMA (Vol. 4, No. 1). Publishing India Group.
Kuang, K., Jiang, M., Cui, P., Luo, H., & Yang, S. (2017). Effective Promotional Strategies
Selection in Social Media: A Data-Driven Approach. IEEE Transactions on Big Data,
4(4), 487-501.