Innovation and Brand Value: Apple vs. Samsung Marketing Analysis

This dissertation analyzes the marketing strategies of Apple and Samsung, focusing on their marketing mix and the role of innovation in enhancing brand value within the UK market. The literature review explores the importance of marketing in an organizational context, examining how marketing and advertising impact customer attention and brand awareness. It then evaluates the marketing mix of both Apple and Samsung, including product, pricing, place, and promotion strategies, highlighting how these elements contribute to their market positioning. The report also investigates the impact of innovation on brand value, emphasizing Apple's reputation for high-tech products and effective marketing strategies, as well as Samsung's diverse product mix and competitive pricing approaches. The research aims to understand how these companies leverage innovation to increase their brand value. The methodology includes a detailed literature review of existing research, journals, articles, and scholarly sources. The study also examines the role of marketing campaigns, customer focus, and the importance of brand love in maintaining market leadership. Overall, the dissertation provides a comprehensive analysis of the marketing approaches of Apple and Samsung and their impact on brand value.

B43037 Dissertation

Table of Contents
Literature review.........................................................................................................................................3
Theme 1: Importance of marketing in context to organization...............................................................3
Theme 2: Evaluation of marketing mix of apple and Samsung................................................................4
Theme 3: Role of innovation on brand value of Apple and Samsung......................................................7
Research Methodology................................................................................................................................8
REFERENCES..........................................................................................................................................11

Research Aim
“To analysis the case of Apple and Samsung to assess the role of innovation in increasing brand
value within UK.” A study on Apple and Samsung.
Research Objectives
 To understand the importance of marketing in context to organization.
 To evaluate the marketing mix of Apple and Samsung.
 To analyze the impact of innovation on brand value of Apple and Samsung in United
Kingdom.
Research Question
 What is the importance of marketing in context to organization?
 What is the marketing mix of Apple and Samsung?
 What is the impact of innovation on brand value of Apple and Samsung in United
Kingdom?
Literature review
Literature review refers to a type of survey that a researcher could use to research the
information and data about particular topic. In this information is to be finding by several
numbers of aspects such as books, journals, articles, blogs, scholars etc. It discussed the
published information on the specific topic within a certain period of time. To conduct this
research, investigator adopts the use of literature review so that valid and effective information
are to be presented that is quite useful on completing the research effectively and presenting a
valid and authentic conclusion.
Theme 1: Importance of marketing in context to organization
As per the views of Markovic, and Bagherzadeh, (2018), it is analysed that marketing and
advertising have important roles within attracting customer’s attention. Brand awareness is very
necessary for increasing profit and sales of company. There is need to manage and develop good
marketing strategies as they will help to sustain in market for longer period. Moreover, a strong
marketing mix will enable a form to manage different aspects in which a company can attract
more number of customers. This is analysed that many marketing campaigns and techniques are

used by firms to increase their awareness. Not only big multinational companies nut also small
medium enterprises also require strong marketing. Marketing is considered as a science or art of
promoting a product in the market of a company. Marketing is practised in a business mainly to
increase sale of a product. Marketing uses modern techniques to perform optimum promotion of
a commodity. Marketing is one the major business art which enables a company to distribute its
product as well as it provides necessary information to the customer about finally produced
goods of a company. It majorly includes advertisement and selling the final product of a
company. Marketing majorly has two components which are advertising and selling The main
purpose of advertising is to help a customer in providing a brief knowledge about company's
product. Advertising also includes providing right information of product to customer. Art of
selling includes ways which are used by an organisation for selling its products to the customer
while keeping in mind about their desires. Marketing is considered as a backbone of every
business in this modern world. It helps in major growth of a business. Exchange of goods
between customer and business is done only through marketing. It facilitates supplying of goods
in market. Importance of marketing cannot be ignored in every business as marketing also
increases standard of living in the society as it delivers various products which are of high
standard. Marketing creates employment in an economy which is beneficial for the company as
well as for the growth of economy. Marketing includes functions like transportation, financing
and selling which requires manpower. Thus marketing helps in increasing employment in
business. Marketing also increases revenue of a company which enables it in increasing profit.
On the basis of marketing it is easy to formulate business strategies which are beneficial for
business in planning for future. It also helps in development of new ideas for the business. It
provides innovation in a business which helps in attracting maximum number of customers.
Effective marketing records statistical data which further enhance operations of the company in
future. Marketing also helps in expanding business structure of an organisation. It is crucial for a
business to analyse its marketing operations as marketing generally provides expansion of a
business in a short span of time. Marketing also helps in identifying modifications in a product. It
includes feedback taking from the customers in order to synchronise a company's product
according to market demand. Apple's marketing is one of the good example of effective
marketing. They never compete on price and do not have to. They are strong in their marketing
activities. Their marketing is based on simplicity. Their products are so valuable and consistently

maintain its position in the market. Most of the things they are marketing is free of cost like
price, exclusive offers, listing. They are very costumer focus and providing their services to high
premium class. Their marketing efforts reach consumer emotions with suitable language. They
focus on interesting approach of marketing by generating excitement towards new launch
withholding information. This leads mystery generation among potential costumer. They
leverage and provide premium services to its community. The security system of their
technological appliance attract business class. They develop sense of brand love through their
marketing efforts. They market their product or services more than a product by improving
costumer experience. In earlier adds they positioned their product as an experience not as some
techy gadgets. They market their product by following extensive product placement. They
practice unique value proposition to impress their costumer. Because of their effectiveness in
marketing strategy they target premium costumer. It is ensured that managing the promotional
campaigns will help to enhance the company’s reputation effectively.
Theme 2: Evaluation of marketing mix of apple and Samsung
According to the viewpoint of “Hitesh Basin, (2020)” The product mix of Apple is very
effective in nature because they always focus on creating devices that need the people of society.
There are several popular products of Apple that presents within marketing mix of Apple. These
are Mac, Iphone, Ipod, Apple watch, Apple TV, software and services etc. on the other hand the
product mix of Samsung is diverse in nature as it includes tablets, mobile phones, television,
camera and camcorders, refrigerators, Laptops, printers and accessories. The main benefits of
Samsung are there efficient performance due to which they create trust within customers related
to products.
Pricing mix of Apple demonstrated that Apple products are innovative in nature that
delights their customers. The pricing strategy of Apple is based on premium pricing strategy
because of high usage of advanced technology in their products. In terms of Samsung, it adopts
several pricing strategies to sell their products within marketplace. In this for selling the smart
phone within marketplace firm adopts the use of skimming pricing strategy. For selling
televisions, air conditioners, refrigerators Samsung adopts the competitive pricing strategy that
helps in gaining profitable results within marketplace.

In terms of Apple the place mix reflects the ways of distributing the products within
marketplace for attracting customers. To sell their products and services Apple adopts the offline
and online places. In terms of Online company use their official websites, Amazon application
etc. offline place includes apple stores, retail stores who take franchisee of the company products
to deliver it to the customers. In terms of Samsung the distribution mix reflects the various
channels within market. Samsung adopts online and offline place to distribute their products
within market and to gain high amount of profits and revenues. Samsung as a leading brand due
to which retailers keep it on their stores as a primary product for their customers that would
attracts number of customers within marketplace.
Promotion mix is highly effective for the companies to gain profitable results and attracts
number of customers within marketplace. As Apple brand is recognized as a smart and elegant
promotion. The major focus of the company is to differentiate their products from the
competitors in this marketing communication is very helpful. Apple adopts the use of creative
advertisement by preparing elegant background to attract number of customers. Company mainly
adopts the social media tool for promoting their products and attracting large base of customers
to gain profitable results. In context of Samsung, company adopts several forms of promotions to
pull their customers. In this company provides offers and discounts on festive season to their
customer as a push strategy of promotion for attracting large base of customers (Marketing mix
of Samsung – 4P of Samsung). This organization also adopts the TV, print media, billboards to
attract the customers and also gaining competitive advantage within marketplace.
In terms of nest marketing mix that is about people mix. In these Apple staff members
plays an essential role in the delivery of the products and services to the customers so that they
would experience the best about the products. In this employees have magnetic personality that
is highly valuable for company to sustain in the marketplace for a longer period of time. To
maintain effectiveness within marketplace Apple top authority focus on providing training to
their employees that helps in possess the outgoing personality so that profitable outcomes are to
be enjoyed. In terms of Samsung, people working under the working environment of business
firm are playing an essential role to maintain its marketing efforts. In this organization provides
proper training session to their employees so that they effectively attend their customers for
building high position within marketplace. In this Samsung hires best talent in customer service

department so that customer’s shares their issues within the product and company will provide
solutions that look impressive in retaining customers for a longer period of time.
Another marketing mix process that reflects the customer experience that means if
company cannot adopts the effective process for reaching the customers then it affects the
profitability of company. In terms of Apple Company highly focus on implementing the best
process so that customers are buying their products frequently and efficiently. In this they
examine entire experience that starts from the discovery stage of products their its purchase and
beyond. In this Apple provides several support channels for customers who need assistance after
buying the company offerings so that they would effectively contact with the company and
understand the usage of products. In this company also provides the official website to their
customers where they start a chat session to take the products in store for servicing (Isa, Kelly
and Kiumarsi, 2020). In terms of Samsung company need to ensure that their products and
services are being available at all retail stores for this a system software is to be installed on retail
store system that will notify the inventory level of the Samsung products which are demanding
within the marketplace. The companies also have online delivery process to deliver the products
to customers on their home and office. This will attract the customers towards company.
In terms of physical evidence Apple generally open their stores at that location where
high class people are lived. To attract customers Apple have classy interior store in all over the
world that simply attracts the customers and also helps in recognizing the brand easily. In terms
of Samsung company, the products of Samsung is effective packed that attracts the attention of
customers towards the company offerings. It helps in developing the profitable brand within the
marketplace.
Theme 3: Role of innovation on brand value of Apple and Samsung
According to the views of Chang, Wang and Arnett, (2018), it is concluded that innovation
plays an essential role in enhancing brand value of the company. Apple is known as one of the
best organization that is popular for high tech products and services. Apple’s marketing
strategies are the best and this enables it to maintain effective brand reputation in global market.
Apple is one of the largest technology organization that is involved in innovating its products
with time for acquiring market share. Apple focus upon customer oriented marketing. It develops
products which are needed by customers of today. Apple is also using direct marketing for

attracting new customers. Apple’s tagline is Focus on value, not price. This company does not
consider the price of product; it just provides the best product with all new technology. Apple
has worked hard for getting fanclub and brand loyalty. This company has been focusing upon
new pitching ideas and getting each and every member on board. Simplicity is key for everything
and Apple thinks advertising is not the only thing which can enhance product awareness rather
there is need of pitching potential customers directly. There is need to manage and develop good
marketing strategies as they will help to sustain in market for longer period. Apple believes that
the best way to increase number of potential customers is to innovate the existing product at
regular basis. Apple is the first organisation which has evaluated selling experiences not only
sales of products. There is high impact of the innovation on the brand (Tajvidi and et. al., 2018).
One of the most important impact is that due to innovation there is creation of new design which
is able to attract many consumers which leads to increase the sales of the product. In Samsung,
there are many innovations which are able to create high impact on the sales of that brand. In
this, there is high attraction towards the brand due to innovation in the brand product. There are
many positive impact which is due to innovation in the product of brand. There is increase in the
brand value and leads to high demand and sales of the product. Innovation in the Samsung brand
leads to provide the opportunity to introduce latest technology which has some special
specification that is not availability in other brands. New innovation provides the brand some
chances to capture the large market share in to sell their product and gain the brand value as well
as high profit. Innovation always leads to attraction of many people which mean there is high
chances of increasing the brand value when there is any type of innovation which is positive in
nature and provides high benefit and value. For companies like Apple and Samsung, it is
essential to use the best marketing strategy in order to attract more number of loyal customers.
Strong and effective marketing plan for a company is necessary for developing new ways of
increasing competitiveness. Apple and Samsung both have strong marketing techniques that are
helpful for reaching potential customers in less time. Apple innovation leaders demonstrate that
implementing innovation within the products and services of the company represents as a game
changing strategy that helps in gaining profitable results in terms of enhancing brand image and
profitability in marketplace. In terms of Samsung, innovative products are to be offered to
customers that are useful in building the brand image within the marketplace. Innovation in
products emphasis the customers to attracts customers because it shows the status within society

that enhance the reputation of customers within society. Company also maintains their market
position and share by emphasizing on innovation and modifications within their products.
Innovation is highly essential because it influences the purchasing behavior of customers that
develops the brand image in market and also in competitive business industry. Hence, the role of
innovation is very vital within Apple and Samsung because of gaining profitable results along
with longer sustainability in marketplace. It also helps in retaining customers for a longer period
of time and building trust over the company products.
Research Methodology
Research methodology is known as path which is used by investigators for conducting
project or research. This provides path for managing different research activities and tasks.
While conducting researches, it is concluded that problems and objectives are presented in
context of results from the obtained data. There are different research design and methodologies
used by researchers to analyze the objectives of study. The different steps for the research
includes research strategy, design, methodology, area and data sources. Sample size is also
considered in the methodology and survey is conducted. These steps are explained below in
context of the present research -
Research philosophy: It is defined as process of collecting, gathering and evaluating
information associated with research topic. In context of present research of marketing, it is
considered that out of the two philosophies – interpritivism and positivism, best one is chosen.
Both of the research philosophies are important for conducting the research. For conducting the
present research, it is seen that survey is conducted and for that positivisim research philosophy
will be best. The reason for choosing positivism research philosophy is that it will help in
evaluating quantitative data efficiently. According to the current dissertation, positivism research
philosophy is useful and significant for investigator.
Research approach: The main concept of research approach is that it helps to analyze
and evaluate the research topic i.e. marketing strategy of Apple and Samsung. This is a process
that is used for analyzing and evaluating the research topic. Two different type of research
approach are deductive and inductive. In the present research, type of research approach used is
deductive. Main reason behind this is that it helps to evaluate in depth analysis of the research. In

this case, Samsung and Apple case studies are considered. A deductive approach in this helps to
know what are the possible advantages of marketing strategies used within these companies.
Research strategy: This is defined as the way by which the researcher analyze the tactics
and strategy used for conducting research. In context of the present research, survey and
systematic literature review are used. These have helped in managing and conducting the
research work efficiently and managing data collection. In this research, survey is conducted in
which primary data is collected. Also secondary data is collected and represented in research in
the form of literature review. Therefore, within the present investigation, both types of research
strategies are used.
Research choice: In the present research, mono method is used for collecting data and
information. In context of quantitative methods, mathematical, numerical and statistical analysis
is done using questionnaire method. In the present research, quantitative method is used in order
to collect information and data regarding marketing strategy of Apple and Samsung.
Time horizon: Time is important and essential for investigator in completing of full
project in given time period. There are two approaches of time horizon such as cross-sectional
and longitudinal. Both types of approaches are essential but within an investigation, cross-
sectional time horizon is useful because it is based on real situation and also facilitate in
completing of full dissertation within less period of time.
Sampling- Sampling is defined as a major process of picking up a sample item for the
research. There are two major methods of sampling which are Probability and Non-probability.
In Probability sampling technique most of the members has a equal chance of being selected. In
Non-probability sampling major part of population or respondents doesn't get an equal chance of
getting selected. Therefore, it can be analyzed that both the methods of sampling are appropriate
in conducting a survey but as per research. Probability sampling method is most suitable as it
provides accurate results and is less time consuming. In this report 40 respondents are chosen for
probability sampling.
Data collection: This is an effective and useful process of collecting information about
the topic. There are two sources that will be essential in collecting of information regarding the
topic. Primary and secondary are two method of data collection that will be used within an

investigation. In case of primary method, questionnaire is useful instrument that will be followed
in this dissertation. In case of secondary method, there are different sources of data collection
such as articles, books, magazines, journals, publication research etc. These are effective sources
of secondary data collection that were used for literature review and helps researcher in attaining
of research aim and objectives successfully.
Data analysis- Data analysis is a brief observation derived from a provided data in order
to gain precise information related to a work. There are two sources which are present in data
analysis namely primary source and secondary source. Data analysis helps in bringing out
qualitative and quantitative data from a raw data,it is performed by an investigator in order to
bring out best information related to given data. Data analysis helps in formulation of necessary
graphs related to a data which helps in understanding topic easily. Data analysis also provides a
brief summary to the investigator which helps in research development.
Research ethics- Research ethics are related to consideration of human values by
investigator during research. A researcher must follow all research ethics in a precise manner in
order to create a healthy research. Research ethics includes factors like respect for person,
justice, beneficence and non-maleficence, informed consent, integrity etc. These factors must be
present in the mind of investigator so that an ethical research is conducted as a whole. Research
ethics must be followed by investigator in order to create a fair and honest research. Derivatives
from a research which is conducted while considering proper ethics are fruitful and effective
research.
Discussion, Recommendation and Conclusion
Discussion
It can be concluded from the above discussion that brand innovation is the most important aspect
in an organization. This helps to manage corporate strategy and enhance growth and
development. By using strategic planning, brand innovation is helping the company to
implement marketing projects in efficient manner. If the company is involved in different market
innovations, then it helps to nurture new ideas. It encourages creativity and helps the marketers
to take the organization to higher growth. When the marketers are having proper planning, then

there is easy way of carrying out innovation forward sustainably as well as in successful manner.
By the use of innovation, it is easy to manage innovation and promote notion of manufacturing
pioneer products. The way in which companies are branding helps in communicating new ideas
which will become the motivation for consumers. This can be explained with an example that for
loss aversion there is a common fear of managing more powerful promise that is of gratification.
The brand innovation process for marketing is very essential as it is associated with the customer
management.
Innovative marketing is defined as set of processes and activities which help in communicating
the new service or product to the customers. Each and every organization must use innovative
marketing as this helps to manage the profit and sustainability of the product within market. The
concept of innovative marketing when followed in organizations helps to meet needs and
demands of customers in easy manner.
Recommendation
There are several ways by which companies can improve the way in which marketing is done. It
is essential for a company to use new and innovative ways of marketing. This helps to enhance
sales and profit of firm. There are following recommended strategies for multinational
companies mentioned below –
 Organizations can spend money to advertise the product and they can use guerrilla
marketing. This is an incredible expensive venture. This helps in taking products for
marketing appropriately. Samsung and Apple have been always using huge investment
for advertising and innovating. Guerrilla marketing can be used for increasing the
satisfaction level of customers.
 Company is recommended to use holistic marketing agencies for advertising and
reaching potential customers. There are several marketing firms which are becoming
more effective and efficient manner.
 Marketing and advertising will be enhanced by using innovative tools that can help to
manage the development of company’s growth.
 This is recommended for Apple and Samsung that they must take views of all employees
in order to manage the existence and successful operation of company within market.

Conclusion
This can be concluded from the above discussion that marketing helps an organization to
increase sustenance of the company in market. This is special concept for companies as it helps
to create and manage different everyday tasks that a company has to do. Marketing is essential
for maintaining long lasting and effective relationships with customers. There is need to manage
the effectiveness in order to flourish and cherish the customer relationship. Customer
engagement is in the middle of successful and effective business. There is need to enhance
marketing skills for keeping conversation between management and customers clear. There is
need to manage the marketing process as it helps to sell products and services efficiently. There
is benefit to the company of increased sales and profits. Content marketing is used as strategic
marketing approach and this focuses upon creation and distribution of relevant, valuable and
consistent content for attracting and retaining customers. Innovation in marketing plays a crucial
role and impacts marketing operations in a precise manner. Innovation develops new tools and
modifications in marketing which helps a business in selling more products in the market.
Innovation brings methods related to changing market scenario and facilitates a business to
conduct business operations in a precise manner. Innovation in marketing helps a business in
achievement of competitive advantage and increases sales of a product at the market place.
Innovation techniques are used by many organizations in order to achieve business goals. In the
era of stiff competition in the market, innovation is necessary element for the business in order to
gain market growth. Change in customer needs is observed from time to time in the market, so it
is essential for a business to cope up with the desires of the customers. In order to deal with the
changing trends, innovation is a crucial operation performed by a business. Innovation provides
new opportunities to a business and helps in accomplishment of targets set by an organization.
Innovation also benefits survival of a business in the market as well as it leads to business
development. Every business wants to provide better goods and services to the customers in
order to take an edge in their operations, innovation makes it possible by modifying products and
services according to marketing needs. Innovation also helps a marketer to modify channels of
operations as well as it also helps in segmentation of market. It is possible through innovation to
achieve global standards in product manufacturing.

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