Inspire the World, Create the Future.
For Smartphone Users.
APPLE
Headquarter: USA
Founded: April 1976
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Think Different.
SAMSUNG
Headquarter: South Korea
Founded: March 1938
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Inspire the World, Create the Future
LG
Headquarter: South Korea
Founded: October 1958
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Life's Good
HUAWEI
Headquarter: China
Founded: September 1987
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Make it Possible
PERCEPTUAL MAP
Samsung competes fiercely with Apple in premium models and advanced technology. Both companies focus on consumers with higher incomes and willingness-to-pay. These consumers typically prefer high quality and excellent standards of products.
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On the other hand, Huawei is positioned at a lower standard for both price and technology compared with Apple and Samsung. Huawei mainly targets consumers who seek for more affordable options, yet at the same time, demand for close enough alternative to advanced technology offered by Samsung and Apple.
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As such, Samsung's main competitor in the premium smartphone market is Apple.
Samsung Enhancing
The Premium Customer Experience
SIMPLICITY.
Simplicity has always been Samsung's signature from the beginning to meet the expectations of its premium consumers. The satisfaction of premium consumers is the brand’s main priority. Based on 2015 report from Siegel+Gale, "adopting simplicity will get you there faster."
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"Brands delivering value through streamlined customer experiences are learning that simplicity pays off." - Brian Rafferty, Global Director of Research Insight at Siegel+Gale
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Based on the report, 63% of consumers are willing to pay more for simpler experiences, and 69% of them are more likely to recommend a brand because of these processes.
SECURITY.
Samsung's new campaign, "Samsung Knox" targets consumers who face challenges of working productively and securely. The campaign delivers a defense-grade mobile security platform across multiple Samsung Knox-enabled devices.
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Samsung Knox offers Secure Folder, a security solution which helps consumers protect their valuable data and information such as private apps and files by storing them in private, encrypted space on the Samsung Galaxy smartphone.
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For the premium consumers, a guarantee for all their belonging inside their phone gives higher satisfaction from the service.
SERVICE
NATIONWIDE.
Samsung has designed a splendid customer service based on the experience and feedback from consumers over the years.
Most of their premium consumers are either traveler or moving from one place to another. Their service network comprises the brand's multi-channel approach, such as its service centers, 24/7 care line, Live Chat, My Samsung app, and Smart Care Packages. Samsung is serving its loyal customers nationwide by overcoming geographical barriers.