HTC One vs Samsung Galaxy S4 Marketing Campaigns


As everyone might or might not know, the HTC One and Samsung Galaxy S4 launched in April and will be available for purchase by cell phone carriers soon. That being said, they are competing with one another head to head. Both phones are highly anticipated by the general public, and both HTC and Samsung had been doing a lot of marketing for their upcoming phones. HTC is known to have great products, but poorly executed advertising for their phones. On the other hand, Samsung is known for dumping large amounts of money to market their phones thus creating hype among people for their products. HTC recognizes their weakness and is making drastic changes to promote the HTC One.

For the launch of the HTC One, they will not only be focusing on traditional marketing. They will also be doing new media and viral marketing, and from that they will be relying on people’s positive word-of-mouth to help promote the phone. HTC is taking on the concept that Apple has in marketing their products, which is to allow customers to have a hands on experience with their products before buying it. To do so, HTC had set up 11 temporary retail stores in the malls of the United States to allow customers to go and test the phone out. In addition to that, HTC has set up “HTC Live Experience Tours” in populated tourist locations with boom box looking stands to emphasize that the HTC One speakers are Beats by Dre audio. Furthermore, HTC One will be advertising the phone in sites and apps for tech savvy people who are constantly on their phones and on the internet. But is this enough to compete with Samsung’s marketing campaign? I myself tried to get my hands on a HTC One by preordering it with T-Mobile, but it is already sold out. Does this show that HTC’s marketing campaign was a success?

Meanwhile, Samsung has set the standards high with the launching of the Galaxy S4 last month (March 2013). They have built up much hype for the S4 and people were eagerly waiting for its launch because its predecessor the Galaxy S3 was so successful. When it came time for the unboxing of the Samsung Galaxy S4, they put on a theatrical show for the public that can be streamed live on YouTube. There were more than 423,000 viewers that were watching the event as Samsung showcased the long awaited phone at the New York’s Radio City Music Hall. However, after the unveiling of the Samsung Galaxy S4, people thought that the phone did not live up to the hype. People thought there wasn’t a major product differentiation between the S3 and S4. That being said, do you think that consumers make their purchasing decision based on how the companies have promoted their product?