Essay specific features
July 29, 2011
No of pages / words:
2 / 406
Rating of current essay:
( awareness is good, generating significant demand in some product categories, but where the brand image had to be re-inforced to improve repeat-purchase probabilities
• Seen by many consumers as a value brand
• Increasingly viewed by consumers and trade partners alike as reliable, up-and-coming, credible, etc...
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Samsung cell phones in “delights me” category.
Sony is following a divergent strategy with focus on several product categories and other market segments like gaming, movies, robotics, etc. thus inviting new competitors and new customers. ( Ex: Play Station, AIBO, etc. )
In contrast, Samsung has gone for diverse yet connected products thus involving the consumer in experiencing the benefits of digital convergence and be involved...
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