In a bid to bolster its presence in the mid-and-high priced cellular handsets market, Samsung Electronics India Information & Telecommunication Ltd., plans to kick off a $1-million brand building campaign for its cellular sub-brand Blue-I. The company is also enhancing its network of service centres from 15 to 40 by the year-end. The campaign will be launched on September 5, 2001.
In a market marked by the absence of any audited study on the cellular handsets market, Samsung claims to have captured over 50 per cent of the mid-and-high priced segment.
Samsung will launch a new product, priced at Rs 8,000. Samsung’s handset portfolio includes eight GSP products, including the latest Blue-i; and two CDMA ones. It has no immediate plans to target the low-end mass segment (dominated by products priced at around Rs 3,000-Rs 4,000).
As part of its promotional activities, Samsung has roped in leading fashion designers Rohit Gandhi, Rina Dhaka, Sangeeta Chopra and Araiya to design clothes with ‘Blue’ as an important theme. The ‘Blue’ designer lines will be unveiled on September 5 and September 8 in New Delhi and Mumbai, respectively.