Samsung India has launched the 5.7-inch Galaxy A7 and the 5.2-inch Galaxy A5, which will be available for sale from March 15 in India. The latest phones with features like low-light optimisation for both the front and back cameras, a special food mode for clicking photos, and a floating shutter button to assist in clicking blur-free selfies are third generation Samsung Galaxy A Series phones and “both the phones will be marketed to millennials,” said Asim Warsi, Senior Vice President, Samsung India.
Speaking about the marketing strategy for the two newly launched phones, Warsi said, “These devices are made for and are meant to appeal to the millennials. And, we will do all that is needed to appeal to and connect with the millennials.” Warsi also revealed that the marketing strategy will include a multi-platform, multimedia plan which will include a mix of “above the line and a lot of below the line” advertisements. “We will make sure the devices are available and visible at all touch points,” he said.
The newly launched products are high-end devices from the Samsung stable and are not aimed at the mid or entry level. Samsung Galaxy A7 and Samsung Galaxy A5 will be available to customers at a price of INR 33,490 and Rs 28,990, respectively. When asked if the pricing would appeal to millennials, Warsi said that since the brand borrowed a lot of features, aesthetics, and capabilities of its flagship devices for the third generation A5 and A7, the devices do not come cheap. “This segment of consumers are looking at maximum phones and maximum experiences, and maybe not maximum prices. Therefore, they may not venture into a flagship phone purchase from Samsung; the A5 and A7 could be exactly what would interest their need,” he reasoned.
Elaborating on the market share of Samsung India and the India specific strategy of the company, Warsi said that 2015 and 2016 had been two most spectacular years of the company’s operations inside India, particularly in terms of market share gains and consolidation of smartphone market shares. Comparing Q4 of 2014 and Q4 2016, Warsi said that Samsung India has gained 8 percentage share points over the eight quarters.
“For Samsung in India, we have stayed committed to building for Indian consumers and expanding our reach both sales and after sales service networks. We are doing very well with consumers’ buy in. India is not only the second largest market for smartphone, it is also one of the better growing markets at a large scale. We see that as a continuing opportunity. To leverage that we will continue to do what has worked well for us so far, namely - design and building phones around the Indian consumer. That has paid us well over the years, and we will stay committed to that. We hope to hold on and consolidate from here on going forward,” he said.
The phones which are both water and dust resistant (IP68) can withstand immersion in 1.5m of water for up to 30 minutes. Extolling the virtues of the phones Warsi said that he has even gone swimming with the devices and washed them with soapy water and they survived and smoothly continue to click selfies and food photos.