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Introduction
Copywriting is the art of producing compelling material to persuade potential buyers to buy a product or perform the required action in advertising. The word process is a kind of writing (Akbar, 2022). This kind of promotional tool or word bank is often included with print and digital product advertising. These advertisements are ubiquitous. This category comprises television and radio advertisements, along with videos. Although few people are aware of it, copywriting word banks are nearly everywhere. When we examine an advertisement, we may see that a large number of copywriting word banks have been employed to promote the product or the company. The work of a copywriter is to produce text for use in advertisements.
Copywriters are professional writers that create and distribute persuasive content for advertisements, websites, blogs, and other types of marketing (Akhter, 2018). Copywriters may thus lawfully use the term “professional writer.” I choose mobile phones as my primary area of interest for my research. Samsung, Xiaomi, OnePlus, Apple, and Vivo will compete in this market. I have compiled a list of terms that appear in their traditional and online advertising. The project’s target population consists of smartphone-seeking individuals between the ages of 18 and 40.
Xiaomi
About
Xiaomi is a Beijing-based electronics manufacturer based in China. Xiaomi was founded by CEO Lei Jun in April 2010; by 2014, it had become China’s most successful smartphone maker (Xiaomi, 2022). Xiaomi has risen to become one of the world’s top five smartphone makers. Xiaomi is now distributing software updates for MIUI to about 291,6 million active users. In addition, the company sells wearables, mobile apps, mobile accessories, home appliances, and smart-home devices.
Word Bank: Accelerate, Life, Rise, Power, Fast, Light, Last, Look, Built, Adaptive, Display, Perfect, Powered, Everyone
Marketing Strategy of Xiaomi
Xiaomi’s goal has always been to raise profits while cutting expenses; hence, the company has always attempted to reduce its marketing budget. Xiaomi has acquired a massive fan base despite having relatively little money to spend on advertising, thanks in large part to the company’s innovative and personalized marketing approach. The company has lately increased its yearly marketing expenditure in acknowledgment of the need to boost brand awareness. This has been done in response to the sector’s intensifying rivalry.
Target Audience
Xiaomi’s market positioning strategy is to position the firm to compete effectively in both the low-end and high-end markets. Xiaomi’s goals for fast product growth are intended to provide the company an edge in the fiercely competitive global market. It has worked diligently over the years to broaden its product line, and it now offers a wide variety of products in many more categories outside smartphones, which were originally its core emphasis.
Samsung
About
In March of 1938, South Korean businessman Lee Byung-Chull established the food trading station that would become Samsung. The company’s first electronic product, a monochrome television, was released in 1969, marking its entry into the electronics industry. In 2000, Samsung entered the mobile device market with the introduction of a feature phone with a camera capable of taking up to 20 photographs simultaneously.
Although the company had manufactured a few different sorts of phones before to the end of the year 2000, its ascent to global prominence started with the introduction of the Galaxy S series of smartphones (Samsung, 2022). These were the company’s first smartphones with an OLED display and hummingbird processor. The Samsung Galaxy Tab line of Android-powered tablets is tremendously popular, although the company’s smartphones are more known. Due to the popularity of its Galaxy Note smartphone brand, Samsung is frequently considered the category’s forerunner.
Word Bank: Inspire, World, Create, Future, Designed, Human, Next, Big, Genius, Alive, Rapid, Clarity.
Marketing Strategy of Samsung
Promotion is a crucial cog in the marketing strategy wheel of Samsung. According to Samsung, advertising is superior to all other forms of digital marketing for acquiring new consumers and establishing a strong brand identity. Samsung advertises its products and services via a variety of channels, including newspapers and websites. In order to capitalize on the vast number of people who follow celebrities, the company has hired a number of notable persons as product endorsers. Along roadways, billboards and banners of various sizes are commonplace. The firm maintains a large online presence via numerous social media channels, digital marketing initiatives, and online advertising campaigns. In order to persuade customers to buy its products, Samsung employs a range of promotional strategies in addition to conventional advertising. In addition to its stellar reputation for product quality and customer satisfaction, Samsung is a notable player in event sponsorship. Samsung is a major event sponsor as well. Samsung provides several discounts on national holidays.
Target Audience
Samsung’s primary demographic target is tech-savvy consumers between the ages of 15 and 45. The amount of time people spend in front of screens has a significant impact on their lifestyles. They closely follow local television shows and the lives of their favourite celebrities. This loyal fan base will even utilize hashtags and social media to promote the popularity of their favourite television shows on renowned media platforms. Nielsen found that this age group often uses several screens when watching television, indicating that they like utilizing online platforms to interact with their friends.
OnePlus
About
On December 16, 2013, Pete Lau, a former Oppo vice president, and Carl Pei, an entrepreneur, launched the OnePlus Company. When one studies OnePlus’ marketing strategy, it becomes clear why the company has grown so rapidly in such a short period of time (OnePlus, 2022). In recent years, OnePlus’s popularity has risen, and for good reason. OnePlus has expanded from its humble origins to become a major player on the Asian market. The Chinese business OnePlus has lately caused quite a stir.
Word Bank: Never, Settle, Level-up, Perfection, Constant, Better, Technology, Serene, Multi-dimensional, Multi-tasking, Every-day.
Marketing Strategy
OnePlus’ aggressive marketing approach consists of three innovative essential components. Together, they constitute a powerful three-pronged marketing strategy that has done wonders for the new smartphone’s visibility and sales potential. Together, they provide a formidable three-pronged advertising campaign. The phone’s low price does not reflect a deterioration in construction quality. Its price is reasonable in relation to its capabilities and features.
In other words, participation is restricted to those who have been extended an invitation. Producers of the phone are appealing to a basic characteristic of human nature, namely, our insatiable need for something which we cannot own. The buy-by-invitation-only approach keeps customers on edge, allowing the manufacturer to gradually meet demand. The phone’s appeal as a “VIP product” for the elite is increased by the fact that it is only available to a limited number of people. It might be considered a product directed towards a certain demographic. In comparison to its competitors, the OnePlus One is the preferred smartphone among tech-savvy users.
Target Audience
Those Who Generally Fit This Customer Profile OnePlus seeks customers aged 14 to 35 who have sufficient disposable income to buy the company’s products. Also included are early adopters who are enamored with technology and Android, as well as those who want to get products as soon as they hit store shelves. Teens (ages 14 to 25) who like technology are one of the company’s primary target demographics. It is predicted that individuals of these ages would utilize their mobile devices to access social media sites such as Facebook, Instagram, and Twitter. OnePlus predominantly caters to those aged 26 to 35. This segment can afford to purchase OnePlus products. This generation depends significantly on smartphones as their major means of communication on a daily basis. They use it for voice and text conversation, audio-visual amusement, and instruction (GPS). They hope the battery will also last throughout the night.
Apple
About
Apple markets the iPhone as the “World’s most powerful personal device.” IOS, Apple’s proprietary operating system, contributes to the company’s continued supremacy in the mobile sector. In this category, its primary competitor is the Google Pixel, an Android-based smartphone (Apple, 2022). Although Xiaomi’s MIUI OS and OnePlus’ oxygen OS are two new and significant rivals in the premium and cutting-edge smartphone markets, respectively. Samsung is another established company presently competing with Apple’s iPhone (Apple, 2022). As a consequence of technological advancements such as the “internet of things” and “block chain,” there is a rapid increase in the demand for smartphones. In terms of sales, mobile phones are quickly surpassing all other types of electronic devices. The most-costly segment of the mobile industry, the premium segment, is also expanding at an unprecedented rate. This suggests that Apple must continue developing novel consumer items.
Word Bank: Super-Power, Durable, Design, Boost, Lightning, Super-Bright, Easy, Powerful, Vibrant, Exuberant, Exclusive.
Marketing Strategy
Due to technological innovation and forethought, Apple has become the world’s most desirable brand. This is where Apple’s digital marketing efforts are concentrated. Saying you have an Android has less of an effect than saying you have an iPhone. A possible criterion for demonstrating this differentiation is the eponym. Apple was aware that only rich young adults or those financially supported by wealthy parents would be able to afford their products. As a result, the company has collaborated with telecom service providers in both developed and developing countries to provide their goods on a two- to three-year subscription plan that includes unlimited calling and data. Using these methods, Apple has found success in a number of foreign nations.
Target Audience
The target market for the iPhone consists of brand-conscious young adults and working professionals between the ages of 18 and 35. This group is preoccupied with cutting-edge technology, and some members may be Apple loyalists. This advertising campaign targets city dwellers since, on average, they have greater disposable income. The bulk of its consumers are middle- and upper-class professionals, managers, and executives.
Vivo
About
Morgan Moore set the basis for the 2009 launch of the Chinese technology firm Vivo. Its headquarters are located in Dongguan, Guangdong Province, China. While the Vivo brand originated in 2011 with the release of landline and cellular phones, the company has since grown to produce its own range of mobile devices, mostly smartphones. Currently, it provides a vast selection of smartphones and smartphone accessories (Vivo, 2022).
Word Bank: Delight, Brave, World, Faster, Perfect, Un-Stoppable, Trend-Setters, Faster, Power, Fun, Amazing.
Marketing Strategy
When it comes to marketing and selling its products, Vivo uses force. Vivo advertises its products using a number of tried-and-true methods, including ATL, BTL, print media, TV advertising, social media, celebrity endorsements, and in-person events. They see their local presence as their most important competitive advantage in countries such as China and India, and hence they devote a large focus on expanding this aspect of the business. Furthermore, it uses outdoor advertising extensively. Vivo is a prominent sponsor of international sporting events such as the FIFA World Cup and the Indian Premier League. Additionally, the company has engaged a number of celebrities to act as spokespeople. These folks often feature in advertisements for the most recent Vivo smartphones and are seen utilizing them. Additionally, Vivo has partnered with out-of-home (OOH) advertising companies to deliver global billboard advertising for its most recent gadgets. This sentence concludes the debate on Vivo’s marketing mix.
Target Audience
Vivo is relying on the strength of its brand to compensate for the deficiencies of its current online sales channels, boost the company’s competitiveness in the country’s major cities, and debunk the perception that Vivo is a low-end manufacturer. If this happens, it will be very beneficial for company.
Project Name | Smart Phones |
Target Audience | Smartphone users in the age bracket 18-40 |
Product Category | Smart Phones |
Brand Comparisons | Xiaomi, OnePlus, Apple, Samsung, Vivo |
Xiaomi | “Make everyday tasks brighter and better” |
OnePlus | “Exclusivity meets Affordability” |
Apple | “ For those who dare” |
Samsung | “The horizon of Excellence” |
Vivo | “ Find your true partner” |