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ContentsExecutive summary.........................................................................................................................2
1.0 Introduction..............................................................................................................................3
1.1 Research Objective...............................................................................................................3
1.2 Research Question................................................................................................................3
1.3 Literature Review..................................................................................................................3
1.3.1 Brand Positioning help Smartphone Company gain the market share...........................4
1.3.2 Apple use the brand positioning to gain the market share............................................4
1.3.3 Positioning strategy based on Competitors...................................................................5
1.3.4 Samsung uses the brand positioning to overtake the Apple to become the market leaders....................................................................................................................................5
1.3.5 Samsung using the emotional branding to overtake Apple...........................................6
Research method & procedure.......................................................................................................7
2.0 Theory...................................................................................................................................7
2.1 Sampling...............................................................................................................................7
2.2 Survey Questions..................................................................................................................8
Data Analysis & Finding..................................................................................................................9
Recommendation.........................................................................................................................19
Conclusion....................................................................................................................................21
Limitation......................................................................................................................................21
Bibliography..................................................................................................................................22
Executive summary
This research is main focusing on what is the current image of the Samsung Galaxy SIII
and Apple iPhone 4s in the customer’s perspective because in the year 2011, Samsung
Galaxy SIII is overtake the Apple iPhone in the smartphone market. This issue is
shocking the world so this research will test izit the image of Apple iPhone is drop and
Samsung Galaxy SIII is getting high. This research will use the online survey method to
collect the data. A set of questionnaire will be design based on the similar research report
on the image then only will post to the online survey website. The data collected will be
analyzed into pie chat with report and finding. After that, few recommendations will give
to the company in order to make change on the strategy for the smartphone. Finally the
conclusion will be concluding based on the result and a list of limitation will list down.
1.0 Introduction
1.1 Research ObjectiveThe product image is important for all the company to gain the profit and attach
customers. In 2011, Samsung is overtaking the Apple iPhone 4s to become the market
leader in smartphone market by introduced the Samsung galaxy SIII (Culpan, 2011) with
the repositioning strategy on the product image. This research is to find out the current
image of Apple iPhone 4s and Samsung galaxy SIII in the customer perspective. It is
important to find out what are the current image of Apple iPhone 4s and Samsung Galaxy
SIII because before the Samsung Galaxy SIII is introduce, Samsung is consider the
follower in smartphone industry due that the Apple iPhone become a trend for the
smartphone industry. Almost all the smartphone company is following the design and
operating system of Apple iPhone so when the Samsung Galaxy SIII is introduce and
overtake the Apple iPhone in market, the customer perspective will also change.
1.2 Research Question The research Question for this research is: what the current image of Apple iPhone 4s and
Samsung Galaxy SIII in customer’s perspective?
1.3 Literature Review Smartphone is the trend for the world for the powerful computing abilities similar to
personal computer. In 1992, the world 1st smartphone is introduced by IBM with SIMON.
Then in 1996, NOKIA expands the smartphone market with the model NOKIA 9000
Communicator which comes with color for the screen. In 2007, the smartphone market
having the glory year by apple introduce the new generation of smartphone, the iPhone
with the operating system that making their smartphone which are low in price, faster and
more function than old generation of smartphone. The Apple iPhone are becomes a trend
for the smartphone market and almost all the phone company is follow the trend
(McCarty, 2011). In 2011, smartphones overtake PCs by 488 million smart phones,
compared to 415 million client PCs (Alto, 2012)
1.3.1 Brand Positioning help Smartphone Company gain the market share
All marketer will use the marketing strategy on segmentation, targeting, and positioning
(STP).A company identify different need in the marketplace, target those and positions
its offerings so the target market recognizes the company image. Positioning is the action
of designing a company offering and image to occupy distinctive place in the minds of
the target market (Kotlet & Keller, 2012).
1.3.2 Apple use the brand positioning to gain the market share
In 2007, smartphone is still not having the big market share in mobile phone market due
to the smartphone at that period of time is high price and limited function . Then, Apple
do a research on what people want on the phone and there come out the result that
customers is expecting the phone that have function of PDA and function like portable
minicomputer. In the same year, the world was shock with the new smartphone, iPhone
introduced by Apple with the very strong point of different with their competitor. Apple
places the iPhone as versatile, convenient, value added devices for personal and
professional use. With only2 years, Apple has gain 18% of the market share which put
them in 3rd place among all the smartphone company, then in 2011, even their market
share is decrease to 13.8% which put them in second but there have a grow in sales for
250% from 2008 to 2011. The success of the apple is come with their positioning
strategy.
1.3.3 Positioning strategy based on Competitors
Apple has made the decision to make their product different from their competitor in
2007. Besides communication, apple iPhone added elements of entertainment to their
smartphone, iPhone allow customer to enjoy the music, video, picture and internet access
for email and browsing web by using the new technology in their operating system, iOS
that allow the third party of company to produce application for the iPhone so that the
iPhone users can enjoy more function on the phone. Besides, apple is provide 2.0
megapixel camera that consider high quality among all smartphone at that time and
Apple iPhone is successfully overcome the problem of having benefit that make up the
POD and POP are negative correlated, Apple sell the iPhone at incredible low price that
time will not more than 400$ which make iPhone low in price but high in quality. (kotler
& keller, 2012, p. 310) (Maxwell, Lee, Suen, & Hofmann, 2007)
1.3.4 Samsung uses the brand positioning to overtake the Apple to become the market leaders.
After the Apple has bring the new trend to the smartphone market, most of company is
trying to make their phone look alike as iPhone so there can having the point of parity
and able to catch up the trend, Samsung is one of the companies to do so. At the early
stage of the rise of smartphone market, Samsung decide to use the easy way by
cooperation with Google by using the Google’s operation system on smartphone,
Android to make their Galaxy S series is able to compete with iPhone with the similar on
function, application and outlook so that the customer can easy to accept. At 2011,
Samsung is overtake the Apple iPhone to become No1 in smartphone market share by
introduce the Samsung Galaxy S3 (Android Marks Fourth Anniversary Since Launch
with 75.0% Market Share in Third Quarter, According to IDC , 2012) (Culpan, 2011).
1.3.5 Samsung using the emotional branding to overtake Apple
In order to having the Point of different with iPhone, Samsung is making their own
competitive advantages on the Galaxy S3 like bigger screen that iPhone that allow
Customer having better experience when using their phone. Samsung bigger advantages
is there repositioning their product by using the emotional branding. Samsung introduce
the Galaxy S3 with the concept of their phone not just only for communication but it can
be part of life with the slogan of ‘designed for human’ and ‘inspired by nature’ (Samsung
Galaxy SIII, 2011). Samsung showing that concept in their ads like the bed time story
and propose. (Reilly, 2012)
Research method & procedure
2.0 Theory
This research will find out the product image of the smartphone so the current available
and related research report will use as the guide to help complete the question to be ask in
survey. There are two research report been choose as the guide for this research
(Nebenzahl & Eugene D. Jaffe, 2005) (Koubaa, 2008). The research report is compare
between the element of image due that both of the giving almost the same element of
image so the same element will be used as the question to be ask in the survey
questionnaire.
2.1 Sampling
The research wills use the simple random sampling where each category in the
population has an equal chance of being selected on the sample. An online survey was
used over a secure Web connection (https://) using SurveyMonkey.com‘s enterprise
service. An e-mail was sent to my friend with a link for invitation to participate in the
survey by using the social network- Facebook. A simple random sampling was chosen
based on the friend list in my Facebook account. The participant was choosing randomly
according alphabet. A total 160 invitation is sending out and only 60 responded until 05
December 2012.
2.2 Survey Questions.
The survey, containing 10 questions, was made available online from 29 November.
Questions were explicitly asked about specific questions of the element of the image of
product which contain innovative, highly technical, luxurious, looking, quality, proud to
show, performance, reliability (Nebenzahl & Eugene D. Jaffe, 2005, p. 13) (Koubaa,
2008, p. 147). Each of these questions used multiple choice where the responder will
giving two smartphone as the answer to choose only one of it, the two smartphone is
Samsung galaxy SIII and Apple iPhone 4s which is the main focus in this research
Data Analysis & Finding
male48%female
52%
The Percentage of male and female joining the survey
1.) What is your gender?
In total there are 60 responder which contain female 52 %( 31people) and male 48 %
( 29 people). This data show that the female is more willing to take the survey.
18-2491%
35-447%
55-older2%
The Percentage of age group
2.) What is your age?
There are 91% of the responder is 18 to 24 year old, 0% for 25-34 year old, 7% 25-
44 year old, 0% 45-54 year old and 2% 55 year old and older. The responder age is
mainly focus in young adult which is 18-24 year old due that when sending the
invitation for the survey though social network, most of the invitation is sending to
this age group but still there are some responder from 35-44 year old group and 55
and older year old group is respond to this survey due the invitation though the social
network group..
Samsung Galaxy SIII
63%
Apple iPhone 4s37%
The Percentage of smartphone that more innovative
3.) Which smartphone is more innovative?
Innovation is the action or process of innovating a new method, idea and product
(innovation, 2012). There are total of 59 people answer this question and only one is
skipped. There are total 63% of responder choose the Samsung Galaxy SIII as the
smartphone which is more innovative and only 37% of responder think that Apple
iPhone 4s is more innovative. This date show that there are nearly ¾ of the responder
choose the Samsung Galaxy SIII is more innovative than Apple iPhone 4s, this data
prove that Samsung Galaxy SIII is successfully changing the customers perception
on their new series of Smartphone though reposition their product image.
Samsung Galaxy SIII56%
Apple iPhone 4s44%
Which smartphone is highly technical?
4.) Which smartphone is highly technical?
There are total of 59 people answer this question and only one is skipped. There are
56% of the responder is choosing the Samsung Galaxy SIII as the highly technical
smartphone where by 44% of the responder think that Apple iPhone 4s is Highly
technical. This data show that Samsung is changing the customer’s perception on the
smartphone technology from follower to the leader in the industry and Apple is
losing their advantaged in the image of highly technology after the Samsung
reposition their Galaxy S series Smartphone.
Samsung Galaxy SIII46%Apple iPhone 4s
54%
Which smartphone is luxurious?
5.) Which smartphone is luxurious?
The definition of luxurious in this question is extremely comfortable or elegant of the
smartphone (luxurious, 2012). There are total of 59 people answer this question and
only one is skipped. There are total 46% of the responder is choosing the Samsung
Galaxy SIII is the luxurious smartphone where by 54% of responder is choosing the
Apple iPhone 4s is more luxurious. This data show that Samsung Galaxy SIII still do
not change the customers perception on the image in luxurious but there are close
with Apple iPhone 4s so there maybe can reposition their product in coming year to
focus on this issues.
Samsung Galaxy SIII56%
Apple iPhone 4s44%
Which smartphone is good looking?
6.) Which smartphone is good looking?
The good looking in this question is subject to the design and outlook of the
smartphone. There are total of 57 people answer this question and only three is
skipped. There are total 56% of the responder think that Samsung Galaxy SIII is
better in looking and 44% of the responder think that Apple iPhone is better in
looking. From the pass, most of the smartphone is follow the design of the Apple
iPhone series so this data show that the Samsung Galaxy SIII successfully create a
new image in the smartphone outlook by using the different design with the Apple
iPhone.
Samsung Galaxy SIII54%
Apple iPhone 4s46%
Which smartphone is having better quality?
7.) Which smartphone is having better quality?
The definition of quality in this question is the standard of smartphone as measured
against other smartphone of a similar kind and the degree of excellence of
smartphone (Quality, 2012). There are total of 59 people answer this question and
only one is skipped. There are total 54% of the responder think that Samsung Galaxy
SIII is better in quality and 46% of the responder think that Apple iPhone is better in
quality. This data show that the Samsung is changing the customer perception on the
quality of their smartphone when there repositioning their new series of product
which is the Samsung Galaxy SIII.
Samsung Galaxy SIII52%
Apple iPhone 4s48%
Which smartphone is proud to show?
8.) Which smartphone is proud to show?
The meaning of proud to show in this question is the customer is proud when there
showing the smartphone. There are total of 58 people answer this question and only
two is skipped. There are total 52% of the responder think that there are proud when
there show Samsung Galaxy SIII and 48% of the responder think that there are proud
when there show the Apple iPhone. This data showing that the customers are
changing the perception to Samsung Smartphone, there are actually proud to have the
Samsung Galaxy SIII.
Samsung Galaxy SIII
58%
Apple iPhone 4s42%
Which smartphone is having better per-formance?
9.) Which smartphone is having better performance?
The definition of quality in this question is the capabilities of a smartphone
(performance, 2012). There are total of 59 people answer this question and only one
is skipped. There are total 58% of the responder think that Samsung Galaxy SIII is
having better performance and 42% of the responder think that Apple iPhone is
having better performance. This data show the Samsung successfully changing the
customer perception when there repositions their smartphone by giving the better
performance on their Samsung Galaxy SIII.
Samsung Galaxy SIII47%Apple iPhone 4s
53%
Which smartphone is more reliable?
10.) Which smartphone is more reliable?
The definition of reliable in this question is the consistently good in quality or
performance and able to be trusted the smartphone in when using (reliable, 2012).
There are total of 59 people answer this question and only one is skipped. There are
total 53% of the responder think that Samsung Galaxy SIII is more reliable and 47%
of the responder think that Apple iPhone is more reliable. This data show that
Samsung changing the customers perception in the image of reliability.
Recommendation
Based on the result on the survey, Apple iPhone image is lower than the Samsung
Galaxy SIII in total. The percentage of people thinks that the outlook, the feeling that
prove to show, the innovation, the performance, technic, and quality for Apple iPhone is
less than the Samsung Galaxy SIII. The Apple Company can reposition their iPhone by
using the point of difference with the competitors. The best way for Apple iPhone look
difference with the competitor is change the design of the iPhone due that the customers
are getting bored on design of iPhone and that the reason iPhone image is low. Design is
the most important element for a product, it will affect how a product look, feel, and
function to a customer. Moreover, design can shift consumer perceptions to make product
image experiences more rewarding. Consumer will buy the product if the design is
pleasant to look at and easy to open, install, use, repair, and dispose of. Besides that,
company can easy to manufacture and distribute (Kotler & Keller, Setting Product
Startegy, 2012). Apple Company can design the iPhone to bigger and higher definition of
touchscreen so that the customer can easily touch and see. Besides, Apple Company can
provide more choice of color on iPhone to customer. Besides changing the design of the
iPhone, Apple Company can use the emotional branding strategy to reposition the
iPhone, Apple have to build on their performance advantages to strike an emotional chord
with their customers. Apple Company can link the Apple iPhone with the daily life of the
customers in their advertising because the pervious ads of the Apple iPhone are focusing
in the new feature of the hone itself only so the Apple Company can try make the
changing by adding element of emotion to their advertising. Moreover, Apple Company
can use the brand Narratives and storytelling strategy on the iPhone. Apple can tell the
story of iPhone, how the consumer engage with the iPhone over time and touch point
where they come into contact, and the role and relationship the iPhone plays in the lives
of consumers (Kotler & Keller, crafting the brand positioning, 2012).
Conclusion
In conclusion, Samsung Galaxy SIII is successfully changing the image in customer’s
perspective. In others word, the repositioning strategy used by Samsung is successful
changing the image for their Samsung Galaxy series. The apple iPhone need to be
repositioning their product in order to getting back the good image in customer’s
perspective. Finally, the strategy of repositioning the product is proving useful and should
be used for the others Smartphone Company as well in order to increase the market share
and competitive advantages.
Limitation
There are limitations on this research. First, There are 2 responder complain there cannot
answer the question on the age due that there are under the age given. Second, the
number of responder is not enough to be analyzed. Finally, the questionnaire’s question is
not informative due to the limitation on the number of question given by the online
survey website.
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