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Samsung targets consumers with new marketing push

Samsung targets consumers with new marketing push

Samsung's memory is now being pushed at consumers, in the hopes they'll demand the brand in their new gadgets.

Not content with holding the number-one spot in the desktop memory market - ahead of rivals SK Hynix and, should the planned acquisition of Elpida go through, Micron - Samsung has announced plans to more thoroughly advertise its DRAM and NAND flash products.

Traditionally, Samsung hasn't targeted consumers with its advertising; instead, it concentrates on selling the modules to original equipment manufacturers (OEMs) and original design manufacturers (ODMs) for use in their products. While its desktop and server RAM is available at retail, it's the OEM and ODM trade that has pushed Samsung to the number one spot in the market.

The advent of mainstream NAND flash products changed all that, however: with the company manufacturing own-brand SD cards for cameras, tablets and smartphones, it has become more important that its name be known by end-users as well as component buyers for leading OEMs. The news that Micron is looking to purchase Elpida to leapfrog SK Hynix and give Samsung serious competition at the top end of the market is likely to be preying on executives' minds at Samsung too.

The solution: a consumer-oriented advertising campaign featuring a trio of ever-so-slightly patronising characters.

'We are looking to communicate with end users about the core benefits and the superiority of Samsung memory, which can be found in most digital devices today,' claimed UnSoo Kim, vice president in charge of memory marketing at Samsung Electronics. 'Samsung will keep working closely with enterprise and mobile device designers to deliver memory devices and solutions of high quality and efficiency to help consumers experience faster and more innovative applications in their lives.'

The advertising will feature three characters designed to emphasise the difference quality - for this read 'Samsung' - memory can make to their computing experience: Brutus the Battery, Larry the Loading Ball (honestly, that's what it says) and Fiona the Freeze.

Using these three larger-than-life characters, Samsung hopes to convince users to start demanding Samsung-brand memory in their desktops, laptops, tablets and smartphones - and, hopefully, to start considering Samsung consumer products for their next solid-state drive (SSD) or SD card purchase.

The adverts are currently available on Samsung's Facebook page, while a new microsite dubbed 'Tune It Up' is available on the Samsung website proper.

The sudden shift towards targeting consumers indicates that Samsung isn't taking its position for granted, and well it might not: its rivals are continuing to push next-generation technologies, with Micron the first to announce sample production of DDR4 hardware. Should the planned Micron acquisition of SK Hynix take place, Samsung could find itself with some serious competition in the market.

13 Comments

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MSHunter 9th May 2012, 10:49 Quote
This is news? No pricing or specs?
Gareth Halfacree 9th May 2012, 11:19 Quote
Quote:
Originally Posted by MSHunter
This is news? No pricing or specs?
Yes, it's news: it demonstrates a dramatic shift in tactics for the world's number one memory maker, suggesting that the company is either feeling the pinch or is concerned about its rivals.
sotu1 9th May 2012, 14:04 Quote
That marketing team might wanna take a second think about what they were doing!
Guinevere 9th May 2012, 14:27 Quote
Quote:
Originally Posted by Gareth Halfacree
suggesting that the company is either feeling the pinch or is concerned about its rivals.

Or continuing the push forward now they are such a well known brand.

(Lame adverts though)
Adnoctum 9th May 2012, 18:11 Quote
Seriously, if my next iProduct doesn't come with Samsung memory, I may write a curt blog post on the matter, start a Facebook page, and boycott buying any new Apple products for as long my will holds out*.

But I'm not worried, as I'm certain that Apple will see that Samsung memory is CLEARLY superior and therefore wouldn't utilise inferior or substandard materials, components or assembly procedures.


* 48-60 hours.
yougotkicked 9th May 2012, 22:48 Quote
Honestly it's about time Samsung start pushing their products more on the retail market; for a while now they have been making some of the best DDR3 chips you can get (the 30nm parts in my rig, made as low-voltage models they have OC'd to ~2.5Ghz on 1.65v). Yet these parts are only marketed as low-voltage parts and are unavailable in many parts of Europe. They make good products but rely on corporate contracts rather than consumer marketing to sell their products.

FYI, either it's just my browser (chrome, up to date) or you have a syntax error in your link to Samsung's page:

"The adverts are currently available on Samsung's Facebook page, while a new microsite dubbed 'Tune It Up' is available on the [eurl=www.samsung.com/Memory]Samsung website proper[/eurl]."
The_Beast 9th May 2012, 23:25 Quote
Why spent money on advertising? IMO I think it would be a better idea to make there products even cheaper, reliable and spend money on improving customer service.


Why? When I look at a product it isn't because they use advertising, it's because I need that product. When I look, I look for lowest price and best rating. After I see a product that is cheap and reliable, I'll read the reviews and see if the people who did have problems (I understand that every product will have its faults) to see how they were helped/treated by the manufactures.


I'm sure Asus makes excellent motherboards, but I haven't heard anything good about there CS. I have stepped away from buying Asus products because of this.
mo2580 9th May 2012, 23:31 Quote
hey im all for any type of new scheme especially if it involves prices going down!
and i hope they do go down as i am waiting to buy a ssd drive
yougotkicked 9th May 2012, 23:34 Quote
I think the main reason for the ads vs. better products and service is because the number of people who will actually buy a retail SSD is much smaller than the number of people who would buy a laptop with a SSD already packed in it. Samsung wants customers to somehow insist on buying products that are made with Samsung parts, earning them more contracts with manufacturers like Dell. Seems indirect and doomed to failure IMO, but we'll see.
Gareth Halfacree 10th May 2012, 07:51 Quote
Quote:
Originally Posted by yougotkicked
FYI, either it's just my browser (chrome, up to date) or you have a syntax error in your link to Samsung's page:
"The adverts are currently available on Samsung's Facebook page, while a new microsite dubbed 'Tune It Up' is available on the [eurl=www.samsung.com/Memory]Samsung website proper[/eurl]."
Fixed - t'was missing the 'http://', which the URL parser doesn't like.
Jharna 10th May 2012, 08:18 Quote
the advertising is easy way to promote product. Another way to promote product is SEO
PingCrosby 10th May 2012, 09:50 Quote
I havent tried the RAM position yet, I'll give it a go later and report back
Aracos 10th May 2012, 17:42 Quote
The pictures they had up were pretty slanderous, implying that the other big manufacturers drain massive battery life, cause loads of crashes and waste time is utterly ridiculous. I know they're just trying to condition people to think "Samsung memory is the only good memory in the world!" but aren't they going a tad far?
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