Samsung
Galaxy S20 Fan Edition is this Upper-Mid Range smartphone launched by Samsung
which carries the name of their flagship Galaxy S series. The phone is being
marketed as phone for people who want it all, phone that leaves compromise
behind, tailor-made for fans of all kinds, and phone that gives you what you
want, to do more of what you love. So, let’s discuss the genius strategy Samsung
is using in marketing this product.
Disclaimer
This article is solely based on my understanding of marketing and the facts that I’ve encountered through my research and analysis. This article expresses my opinion and viewpoints only. This article does not include any promotions.
Banking On Galaxy S Series’ Marketing & Image
In past 10 years or so Samsung has made the
Galaxy S series a synonym for flagship & industry leading smartphone line.
The Galaxy S series always had the top of the line hardware and also the price to
cover it, and it also received the same level of marketing attention too which
made the Galaxy S series popular all around the globe. Now the company is trying
to bank on the reputation of Galaxy S series by pushing it into a comparatively
lower price range.
S20 Fan Edition V/s Note 10 Lite What Are The Similarities
And Differences Between The Two Marketing Strategies?
The similarity is that both the product aims at
providing the higher-end experience at comparatively low prices. The Note 10 Lite
was launched at $649.00 whereas the base variant of Note 10 was launched at
$949.00 similarly the Galaxy S 20 Fan Edition is priced at $699.00 whereas the
base variant of Galaxy S 20 was priced at $999.00.
But the main difference between these two strategies
is the sense of exclusivity and specialty that the “Fan Edition” brings to the
table. The “Lite” in Note 10 Lite makes it sound like a cheap product already,
whereas the “Fan Edition” makes the consumer feel special, which is actually what
the marketing is directed at. The inclusion of “Fan Edition” in the name can
influence a prospective buyer to subconsciously prefer the product and even push
the budget a little to buy the product just because of the exclusivity the name
suggests.
How Samsung Re-imagined The Meaning Of “Fan
Edition”.
In the past Samsung has released the Note
7 Fan Edition after the launch of its Note 7 smartphone and the “battery
issue” it carried. The “Fan Edition”, at that time, meant an exclusive product
made for fans of the Galaxy Note. Whereas the meaning of “Fan Edition” in the Galaxy
S20 Fan Edition is totally different, it is now “phone for people who want it
all, phone that leaves compromise behind, tailor-made for fans of all kinds,
and phone that gives you what you want, to do more of what you love.”
Competition And Launch Timing
The Launch timing of the product could not be any better, it's around the time when the iPhone Launch Event is expected sometime in October and when One Plus has also teased the launch of their One Plus 8T. Also, October is the month where companies generally launches their smartphones and gadgets in general, and this year Samsung now already have their upper-mid range offerings with an exclusive-sounding-flagship-reminiscent product the Galaxy S20 Fan Edition.
Conclusion
The team at
Samsung has packed a lot of stuff in this product and the marketing thereof. It
has comparatively low price, great hardware for the price, flagship name, great
reputation, feeling of exclusivity, flagship-like experience, promise for 3
years of software support, and a great timing. On paper the strategy looks very
promising, now all that is left to see is the market’s response to the strategy.
-❤️☮️😎
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