Samsung Case

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Written by:

Patricia S


Date added:

July 29, 2011








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2 / 406


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( 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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