Samsung and Nokia fights on streets
By bbsbuzz - Mon Jan 02, 3:10 pm
Samsung and Nokia seems to be street fighting over promoting their products. Analysts call it ambush marketing, Samsung says it isn’t. The competition between the country’s top two mobile handset players looks like the war of companies like Windows PC and MAC.
Nokia spokesperson on anonymity said “We believe in responsible marketing, where we will disclose more than what is required to our consumers, as we did in the case of the minor software glitch in Lumia 800.”
Samsung denies ambushing Nokia, and says both the examples were part of independent marketing initiatives. “We were running a media innovation in October for tablets wherein all screens at Ambiance Mall PVR and Inox in Mumbai showed the ads, And there was no ‘Lumia Cab’ in Bangalore when Samsung rolled out a convoy of ‘Omnia W’ cabs for three days. Ambush marketing rules apply if there are territorial rules that are applicable, as in the case of cricket World Cup… In the case of smartphones, all companies are aggressively trying to grow the category,”says a Samsung spokesperson.
Samsung has emerged the most aggressive mobile handset maker over the past couple of years. It pipped Apple as the world’s top smartphone player during the July-September quarter last year and in India,and data suggests Samsung may have already overtaken Nokia, thanks to the popularity of its Google Android phones led by the Galaxy range.
The marketing war in India has intensified after Nokia rolled out its first Windows-based smartphone, Lumia, last month.
An email comparing Lumia 800 and Omnia W features and concluding ‘Why donate 9,000 extra to Nokia’ is in circulation. While Samsung denies any connection with the mail, Nokia says ambush marketing is not about deriding the other brand. “Ambush marketing, if done in a creative manner, appeals to the consumers,” says a Nokia spokesperson. “It’s not a crude attack on the rival.”
Some marketing experts believe Samsung is playing it smart. “Competition is all about being opportunistic and scoring a goal when the rival is least prepared. And that’s where Samsung has proved to be a better player,” says Spokesman.