Definition of Apple

Apple Inc. is an American multinational technology company that specializes in consumer electronics,
computer software and online services. Apple is the largest information technology company by revenue and,
since January 2021, the world's most valuable company.
Samsung Definition

digital technology between the two companies.

In the mid-20th century, digital technology began with mathematical concepts proposed by
the German mathematician Gottfried Wilhelm Leibniz. Leibniz proposed a system of binary
computing, allowing huge amounts of information to be compressed onto small storage
devices. 2000, the development of photography by recording the color and intensity of light
in pixels, and that technology extended to include different and diverse fields, and this led to
the competition of many technology companies, and this article will discuss the comparisons
between Apple and Samsung

The strategy used by Apple in marketing its products and building the relationship

Simply Apple made everyone think that the iPhone is intended only for the socially and
culturally higher class in the world through (The Luxury Strategy).. Then the iPhone moved
to a strategy that helps it distribute and expand tremendously.. to get out of the framework
of the high class (but) without That customers feel that at all! In order for Apple to achieve
greater profits and reap a lot from its application of Luxury in the beginning .. this is what we
will focus on in this article .. How did it manage to apply Luxury and mix it with Mass
Marketing or (marketing the largest mass) in its own way without anyone feeling that? And
the evidence is that we celebrate with Apple today the sale of one billion iPhones.. and we
wonder how everyone owns it and that the middle-class Americans use the iPhone?

When you offer a high-end product to the middle class..in the beginning, they will hope to
get it and be amazed at how perfect it is..If you include them after that within your interests
and they can buy it..you will win their love forever and their loyalty for this piece of art that
they never imagined owning..what did any iPhone is that it did not make the high-class
customer feel that expansion .. Because Apple has mastered the manufacture of the iPhone,
making it an image of idealism. No competing company will be able to target the high-end
class as he did .. So Apple won the high-end consumer market and the middle class as well. !

If we assume that you will follow the same strategy, we must start with the iPhone First
Generation (iPhone 1, which was a starting point for

The new generation and the world's first impression of this product... and this impression is
what Jobs used in marketing!
The Luxury Strategy

Which makes a natural product whose cost does not exceed 20 dollars, its price is more
than 550 dollars .. by limiting it only to the luxury class who can buy a product that indicates
the wealth of its owner and his adherence to the latest and most expensive fashions .. so he
enjoys its distinction from everyone and his unique refined taste. And this is the goal of the
brand .. to make the price of the logo higher than the price of the product itself.

Why does luxury succeed?

Luxury is a non-necessity made desirable

If you only need fast internet and calls on the mobile (and this is what any mobile offers),
you will wish to have the iPhone because it makes you feel distinguished and elegant. The
iPhone relies mainly on emotions.. It sells to the customer a product that gives him the right
to show off his appearance and promote what he feels (promotional emotions.. He uses it
to show his confidence and high level, and to show how much he enjoys life).

Instead of trying to reduce the cost or be satisfied with solving his problem, Apple simply
sold customers a service (show off and elegance) and did not sell them only a technological
means of communication.

The 24th law of counter marketing

Or the 24 reverse laws of marketing. This strategy consists of 24 genius laws, most of which
may be against marketing logic.. but in fact they are the secret behind the highest sales
rates in history and the reason for the high market value of many brands.

It is a strategy dedicated to consumers of the upper class of society.. Its product

is characterized by three elements:

1- Not sufficiently presented, but very limited.

2- It is difficult to buy it compared to competitors.

3. The high price that is expensive over the rest of the classes and is suitable for the
highest class and the wealthiest of them.
The strategy used by Samsung in marketing its products and building the relationship

The company is based on three policies: product policy, price policy, and distribution policy

product policy

The first thing we will start with Samsung's marketing mix is the product policy, because it
is a company that is known for its many products, although its biggest success was with
smartphones such as the Samsung Galaxy series and the Samsung Note series.

The list of Samsung products includes:

o Tablets

o Smart phones and regular phones

o TVs of all shapes and sizes

o Cameras and Recording Devices

o Refrigerators

o Air conditioners

o Laundry machines

o Electric ovens

o Computer hardware and equipment and printing machines


The product is a key component of Samsung's marketing mix, so the company spends huge
amounts of money on scientific research and product development every year ($13 billion in
2017).

Perhaps what makes the product one of the strengths of Samsung's marketing plan is the
confidence of customers in its various products. This trust has been accumulated over many
years in which complaints and problems with products were few and very rare, which
makes most people recommend their relatives to buy phones, refrigerators and TVs of the
company alone.

In addition, Samsung is known for its very impressive customer service, such as after-sales
guarantees and effective call service, which is internationally known for its speed in
responding and solving problems and requests from contacting customers.

price policy

As Samsung is the world leader in smartphones alongside Apple, it has more control over
the market and stronger power over the rest of the competitors.

This position makes Samsung able to charge high prices on smartphones when they are
first put on the market, and then reduce the price when you notice that other companies
have manufactured similar phones or with the same features, in order to prevent
customers from buying these similar products.

This strategy cannot be applied in other areas in which Samsung loses leadership and
leadership, such as the field of televisions in which it competes with both LG and Sony, and
in the field of refrigerators and electric washing machines, in which it competes with
Whirpool.

In these areas, Samsung relies on a competitive pricing strategy, as it proposes prices that
are close to what is traded in the markets, because competitors have products of the
same quality and are preferred by many customers.

Distribution Policy

Samsung relies on many different channels to distribute its products, which can be
divided into 3 types:

Samsung International and Regional Headquarters

Samsung has several official headquarters for the manufacture and sale of its products,
which were distributed in a balanced manner in all parts of the world in order to ensure
greater coverage of most regions and countries.

These headquarters take care of selling the products to authorized sellers and also
to independent importers who resell the products in their own stores.

Authorized Samsung Distributors

And here I mean the large stores specialized in the sale of household and electrical
appliances, which are usually in commercial centers and large commercial spaces.

What distinguishes these stores is that they sell different products to major companies in
the world, not just Samsung, and they are also counted within the sales system for
Samsung or any other company that sells their products.

This means that there is permanent contact between the two parties for better
effectiveness in terms of marketing, pricing and customer service…

The simplest example of this is that if you bought a refrigerator from an authorized
distributor, and you found the refrigerator not working after taking it home, you have the
right to contact the distributor to play the role of mediator between you and Samsung in
order to repair or replace the refrigerator.

Stores that sell electrical and home appliances

And here I mean the small shops located in the neighborhoods and popular markets. These
stores buy or import products directly from nearby Samsung headquarters and then resell
them.

Unlike authorized sellers, Samsung does not interfere in the results of these stores because
it considers them to be final customers who end up dealing with them once the import and
sale process is completed. But they benefit from after-sales services such as guarantees and
the right to repair equipment in case of failure… These advantages are exploited by the
shop owners in order to provide a good service to their customers.
 It is worth noting that one of Samsung’s distribution strategies is to rely in some regions of
the world on a single distributor only for its products, provided that this distributor sells
the products to the rest of the stores and independent sellers…

The reason behind adopting this policy is the desire to reduce the cost, because the
company will need to fulfill only limited demands towards that area, thus the logistical
and administrative costs will be concentrated and low.

promotion policy

Like Coca-Cola and various major companies in the world, Samsung believes that marketing
and promoting its name and products is the best way to reach its customers and double
sales and profits.

Therefore, we find in the marketing and promotion policy of Samsung's marketing mix
that it depends on two different methods or strategies:

Push Strategy

That is, the company is responsible for making the effort and getting close to the customers
in order to introduce them to its products through advertising campaigns on television, the
Internet, magazines and newspapers, and also by granting discounts and offers in shops and
malls.

Although this strategy is costly for the company in terms of advertising and marketing
expenses, as well as the efforts of the people working on it, it has shown great effectiveness
in achieving sales and raising the value of Samsung in the eyes of people, especially in the
long run.

Pull Strategy

That is, the company records its attendance at major sporting, cultural and artistic events
through sponsorship contracts, and then waits for people to come to those forums in
order to get to know the company, its products and offers.

In fact, Samsung is one of the most sponsors of events, events and competitions in all its
fields and forms, and perhaps the most prominent thing that it recently sponsored is the
opening match of the NBA in 2013 and the Oscar distribution ceremony, during which the
most famous selfie in the world was taken on the Samsung phone, which was viewed by
267 million people. once on twitter.