Question

I don't know when it was but Samsung at some point decided to switch to comparative advertising instead of competitive. It can be found in many of their ads now where they actually show customers waiting outside of the Apple store to buy the Iphone. The ads actually speak to Apple's unwillingness to give the consumer all that the Samsung already has given them. When I see those ads, I understand a little better now The question is why they chose to take the route of stand up instead of play fair? In fact, Samsung has the greater share of the mobile market at this point so some might even wonder why they would chose to use comparative instead of competitive marketing?

Answer 1

To put it very simple, Apple commands a very strong perception of being a company that offers products and features that others do not.

That perception was created a while ago when in fact apple was a pioneer in technology and offered products that were far better than the competition could.

But now other companies caught up and there is very little wherein apple really standout apart from the brand that was created.

So samsung simply decided to drop visual cues to the customers explaining in a simple way that they are infact offering more value to them than much hyped Apple. by getting comparative in their adds.