Compet grid between Apple, HTC and Samsung... Content is not 100% correct due to some difficulties in finding information and litmited time :) Copy Rights: Internet sources of 3 brands

1. Competitive Grid
Apple, Samsung and HTC case
MKT 4725 – SECTION 408
GROUP NAME: APPLE
1

2. Group members
ID Name
4914218 Methawee Keawlamoon
5135617 Yu Mao
5214665 Nuttagridta Paisansatan
5238360 Vo Thi Quynh Thy
5238369 Yonglin Huang
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3. Introduction
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4. Products line
IPhone
IPhone 3G IPhone 3GS IPhone 4 IPhone 4S
Classic
2008 2009 2010 2011
2007
4

5. Products line
Android Galaxy Ace Galaxy mini Galaxy pocket Galaxy R
OS
Galaxy S2 Galaxy Y Galaxy S3 Galaxy Note
Bada
OS
Samsung wave Samsung Wave 3 Samsung Wave Y 5

6. Products line
HTC desire HTC wildfire HTC Sensation HTC One
series series series series
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7. Pricing Strategy
Premium
Value -
& Skimming
based
Bundling
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8. Sales Promotion - Customers
8

9. Sales Promotion - Customers
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10. Personal Selling
Having the training programs
for their personal selling.
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11. Objectives
Marketing objectives
(1) Offering the smartphone which has good quality, innovation, and
valuable.
(2) Expanding their sales to potential customer
(3) Maintaining a good relationship with Internet providers, third party
retail stores and flagship stores.
(4) Taking a commanding lead in the smartphone market.
Promotion objectives
(1)Extending on the Apple brand name and linking to the established
meaningful positioning
(2)Extending on Apples image of innovation, quality, and value
(3)Focusing on the relationship with the public
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12. Objectives
Marketing objective
They want to capture 40% to 50% of market share.
Promotion objective
+ Making promotions to drive more sales of the Samsung
Galaxy
+ Maintaining good relationship with public.
Samsung spent a lot of money in advertisement and
sponsorship.
For example, Samsung used Olympic Games as a platform to
demonstrate new products and technology.
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13. Objectives
For marketing objective
(1) HTC uses customer-centric strategy.
(2) Informing target audience about features and benefits of our
product and its competitive advantage,
(3) Leading to 15% increase in sales in one year.
(4) Dominating 30% of market share.
For promotion objective
(1) HTC tries to get its target market initially aware of its brand.
(2) HTC display its smartphone in its flagship stores to provide an
immersive brand and product experience.
(3) Members of the public were being able to learn about HTC and
their products in an informal and interactive way.
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14. Positioning
A high brand One of the
A company keeps
product for upper biggest
on the forefront of
– class people, competitors of
technology and
innovators and IPhone and other
innovation.
early adopters smartphones.
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15. Strengths
Apple Samsung HTC
1. Innovative 1. Design and color 1. strong partners
2. Ease-of-Use 2. Excellent branding 2. Good hardware
3. Brand awareness and advertising design & technology.
4. Quality 3. Low Cost 3. HTC has strong
5. Low Cost 4. Using Android OS setup of R&D
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16. Weaknesses
Apple Samsung HTC
1. Not atractive to 1.Depend on Android 1. High
business people OS manufacturing cost
2. High price 2. High price 2. Brand awareness
3. Limited design 3. Lack in product is weak.
differentiation 3. Operating system
is not belonged to
HTC.
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17. Sales
Sales of Smartphone
50
45
40
35
Sales in Thousand million
30
Iphone
25
HTC
20 Samsung
15
10
5
0
2007 2008 2009 2010 2011
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18. Market share
Market share of Smartphone in percentage
20
18
16
14
12
IPHONE
10
Samsung
8 HTC
6
4
2
0
2008 2009 2010 2011
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19. Public Relations
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20. Share of Mind
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21. Target Audiences
Apple Samsung HTC
The age between 18 People seek for a stylish Teenage market.
– 35 years old and fashionable mobile Music lover.
Person seeks for a phone. Interesting in the
user friendly  Love the technological technological aspect
technology, smart products and are willing to Prefer to the strong
mobile or pay for such an expensive hardware of the
multimedia, etc. mobile phone smartphone.
IPhone users mostly Prefer wider touch screen
like to socialize 21

22. Sales Promotion - Trade
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23. Distribution strategy
Apple
Selective
strategy
Samsung
HTC
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24. Packaging
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25. Promotion mix
Apple Samsung HTC
 Elements:  Elements:  Elements:
Advertising, Advertising, Sales Advertising
Publicity Promotion, Publicity  The number of
 Apple promotes  Present the product HTC models that
a lifestyle as its own entity get released every
and not a replica of year is increasing
its competitor. rapidly
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26. Advertising Media
TVC : Run ads during a syndicated time.
Newspapers: ads will run in national papers.
Magazines: ads will be displayed in popular magazines•
Radio: avid drivers who listen to syndicated radio stations
and national radio stations
Out-of-Home: visual displays in populated subway and BTS
The Internet: social networking sites like Facebook &
Twitter, including Google Blogs as well as their own website.
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27. Creative strategy
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28. Direct Marketing
Using online tools at official social media site at
http://www.facebook.com/sam http://www.facebook.com/HTC
sungthailand .
Customer can subscribe to Also using other type of social
receive the newsletter from network like twitter and
the official website of YouTube to promote its
Samsung products.
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