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The Samsung Galaxy

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Sarah Clover

on 21 November 2013

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Transcript of The Samsung Galaxy

The Samsung Galaxy S4
by "Out of This Galaxy"
Marian Barrett, Tara Whitty,
Sarah Clover,Hillary Margolis,
Sarah Ann Rhoades, & Paige Comparato

PR Strategies

GALAXY S4 debuted at Radio City Music Hall.

S4 goes global with Gangnam Style

Targeted Apple in most notorious advertisement

Overarching theme of campaign is to be hip and young

The S4 stare down (the smart pause)

Smartphone competition: Sony, HTC, LG, Motorola,


Apple: highest profit on every handset it sells; highest selling smartphone in market

Until 2012, Apple had total control of the smartphone market

Android smartphones more feature-rich, threat to Apple phones

Release of iPhone 5C & iPhone 5S
Apple and Samsung are two major competitors in the smartphone market
together account for roughly 1/2 of smartphones sold

Apple's stronghold = brand loyalty, Samsung needs to break through
Apple's retention rate: 42%
Samsung's retention rate: 38%

GALAXY campaign launched in order to be standout competitor

GALAXY campaign = largest in Samsung history

"Some smart-phones are smarter than other smart-phones."
Focus on differentiating Samsung from other smartphones

Continue poking fun at Apple obsessives

Focus campaign on fewer devices not to overwhelm

• Research competitors and what makes people choose them over Samsung

• Determine what makes their products better than other smartphones

• Determine who is most likely to buy a Samsung phone and what is the audience's attitude toward the brand

About Samsung
Korean company founded in 1938

International workforce

Not just smartphones!

Vision: "Samsung is dedicated to developing innovative technologies and efficient processes that create new markets, enrich people's lives and continue to make Samsung a digital leader."
• Strengthen brand loyalty to Samsung

• Differentiate Samsung from competitors

• Increase social media presence

• Increase corporate sponsorships

• Sales --> confidence for investors

Evaluate stock performance after launch of S4

Track social media trends and impressions surrounding the GALAXY campaign

Examine regional trends in overall sales and profits as a result of campaign

Full transcript