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Samsung's new launches to bet big on demonstrations to reach TG

18-September-2013
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Samsung's new launches to bet big on demonstrations to reach TG

How about wearing a smartwatch that manages your calls, text messages and clicks pictures? It's not a path-breaking innovation by a Swiss watch-maker but Samsung's uber cool Galaxy Gear, a wearable computing device. Technology met style when the handset giant launched Samsung Galaxy Note 3 along with the Galaxy Gear.

Speaking on the occasion, Vineet Taneja, Country Head, Samsung Mobile and IT stated, “The Galaxy Note 3 represents the next evolution of the Galaxy Note experience. It meets the needs of consumers for a smarter larger screen, makes everyday life easier with the S pen and is much slimmer, lighter, more powerful, and comes with a beautiful design. At Samsung, our goal is not just to make great devices, but to empower consumers to truly experience, enjoy and fulfill their busy life with our devices, like the Note 3 and the Gear.”

Simultaneously announced with Samsung Galaxy Note 3, Galaxy Gear is a new concept device that notifies users and gives them quick previews of incoming texts, emails and more coming from Galaxy Note 3.

According to estimates, the smartphone market is approximately 29 per cent of the overall market and Samsung occupies 50 per cent of the market share. Taneja feels that the smartphone market is accelerating because such phones are powerful with multitasking features that makes life easier and consumers find a utility for these devices in their lives.

“Though we started late in terms of 3G adoption, we have a good 3G network now across almost 2,000 towns, which is widespread enough. This is helping us because with poor connectivity you can never have a good experience on a large screen,” Taneja said.

He also added, “India is still depending largely on content and apps that are not homegrown and that’s where our vernacular initiative comes in where we are launching all our phones with support of up to nine languages. We are promoting the apps eco-system to develop local apps, which means apps with local relevance. Our vernacular initiative will fuel the next phase of growth.”

Marketing mix
On the marketing initiatives, he elaborated, “TV will always be our prime medium because this is not just about promoting Note 3 but also making an innovation statement about the largest Samsung brands. We will focus heavily on digital also because everybody is on the internet. But the big focus will be on demonstration because seeing is believing. The huge retail presence that we have built over the last couple of years will be leveraged.” 

The devices will be available in 100 stores in Delhi, Mumbai and Bangalore for customers to touch and feel the product before buying it. During the festive season, there will be a host of marketing initiatives to promote Samsung Note 3.

Major players in the category have decided to hike prices looking at the current economic situation and the constant depreciation in Rupee. Samsung has also raised prices by three to five per cent. Taneja believes that the prices have not been increased as much as the dollar has gone up up and some part of it has been absorbed.

A few days ago Apple announced the launch of iPhone 5S and 5C, claiming it to be the most forward-thinking smartphone in the world. But Taneja thinks that Samsung will be a threat to Apple.

Time will tell whether the Note 3 and Gear will actually redesign the consumer’s life or it will be another passing ship in the giant smartphone category.

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