Abstract
A case study on competitive communication strategy for late comer: In the case of 'samsung anycall' in mobile phone industry'
Choi, Shin Ha/ Major in Advertising & Public Relations Graduate School of Mass Communication Chung-Ang University
Lee, Sang Bin, Ph. D./ Professor of Psychology Chonbuk National University
Lyi, DeRyong, Ph. D./ Professor of Advertising and Public Relations Chung-Ang University
There are success factors through case analysis of Anycall, The first is to establish a distinctive positioning, To be strong at Korean topography', The second is to make a brand name as Anycall instead of Samsung. The third is to perform a great amount of advertising. The forth is to begin TV commercial. The fifth is to integrate advertising and promotion under the consistent communication concept.
To complete with the market leader, No. 2 brand, over course, should be superior on product and distribution than the leader. However, this case analysis shows that the establishment of a distinctive positioning is the first key point for the No. 2 brand. The No. 2 brand will get a strong power when it succeed to build a distinctive position, which penetrating consumer needs.
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