Samsung Grand 2 Marketing Strategy-By Sundeep Verma. Consultant Creative Director

Samsung Grand -2

(For Internal Use Only-Confidential)

2

Client: SamsungProduct: Samsung Grand-2 Smart PhoneLaunch Date: Tentative 3rd week of December 2013.Key Business Opportunities: Brand ActivationPre-Launch. Launch. Post Launch.

2

THE PRODUCT

2

Key Product Features: The Galaxy Grand 2 features a 5.25-inch 16:9 TFT display having a resolution of 1280 x 720 pixels. The larger display means the new model is slightly taller and wider than its predecessor.

The phone features a 1.2GHz quad-core processor coupled with 1.5GB RAM and 8GB of internal memory, which can be expanded up to 64GB via a microSD card slot. The handset has an 8-megapixel rear-facing camera with Auto Focus and LED Flash.

The rear-facing camera is capable of recording videos in Full HD 1080p format, whereas a 1.9-megapixel front-facing camera records video in HD. Android 4.3 Jelly Bean out of the box with Samsung's own customized UI.

Samsung has included tons of home grown apps with the device: ChatON, Samsung Hub, S Health, Group Play, S Travel, S Translator, Samsung Link, and Story Album.

The makers have added a 2600mAh battery fitted inside gives up to 17 hours of talk time and 10 hours of non-stop music play.

2

2

2

2

POSITIONING

2

Price Position: Mid-RangeGalaxy Grand 2 is expected to be priced somewhere around 22,900 in Indian Rupees.

Brand Position: So far Samsung hasn’t revealed anything regarding this, leaving it open to interpretation.

2

MARKET TRENDS

2

Market: This is an emerging market for smartphone makers and very important for their business. The number of smartphone units shipped this quarter increased by nearly 337 percent, rising from 3.8 million units in 3Q2012 to 12.8 million units in 3Q2013. The Indian smartphone market grew by 229 percent year over year as a remarkable proof of how consumers are rapidly adopting smartphones. The preference also increased in the large screen models (phablets) category of smartphones that constituted 23 percent of the overall market volume.

COMPETITION

2

Competition: Q2,2013 (Brands)Micromax KarbonnNokiaSony LG

2

Competition: Q2,2013 (Products) 1. Micromax Canvas. 2. Nokia Lumia 520. 3. Sony Experia C. 4. LG G ProLite. 5. Gionee Elife

2

Brand Positioning: MICROMAX

Multiple Messages.Celebrity Endorsements.Fun. Surreal. Confusing.

Brand Positioning: karbonn

No Clear Positioning.Attribute driven. Price Sensitive. Celebrity Endorsement (sports).

Positioned as a lifestyle.Focus on Aesthetics.Many Choices.

Brand Positioning: Gionee

Brand Positioning: Sony Mobiles

Best Colors Experience.Stylish. Waterproof. Sony Legacy. Celebrity Endorsement. (Actress-Katrina Kaif)

Multi-functional. Quirky & Fun.Choices of Fun. App Store.Celebrity Endorsement.(Actress-Priyanka Chopra)

Brand Positioning: Nokia

HISTORY

Background: There has been lot of discussion regarding the launch of Samsung new phone which was targeted to focus on the specific group of phone users. They started with the launch of Samsung Galaxy Grand which was a big success in emerging markets like India. People were getting Dual Sim, Bigger Screen and most of the facilities at the cheaper rate. It was such a crazed up idea that people started comparing it with Samsung Galaxy Note and Samsung Galaxy SIII. Now with the emergence of new phones like Note 3 and Samsung Galaxy SIV, the market and comparison for new phone in the mid range series was taking more heat. There has been several attempts in the past by Samsung to launch the phone in mid range series like Samsung S Plus,Samsung Grand Quattoro, and several other.

2

Brand Campaign: Samsung Grand

The last version of Samsung Grand highlighted ‘Big Screen, Double the Possibilities’ as a product position.

The campaign for Samsung Grand: http://www.youtube.com/watch?v=2SxLn3wWN4E 2

2

2

CONSUMER PROFILE

2Young. Ambitious. Creative.Community Driven. Impressionable. Early Adaptors.

Lifestyle

2

2

2

2

2

Consumer Insights: Smartphone User in India.

2

2

WHOM SHOULD WE TALK TO?But…

WHO ARE THEY?

2

Identifying an Influencer: Key Traits

1. Creative2. Social3. Extrovert4. Connectors5. Enjoy huge followings6. Group Leaders7. Enjoy Trust of their subjects8. Inspiring, Trusted & Respected

2

OBJECTIVE:

2

Activation Phases to Develop: 1.Pre-event hype to generate buzz around the launch.2. Launch Concept 3. Post Launch Activities.

2

1. Influence the core-group of youth to generate buzz and form a positive opinion of the product across multiple activation channels. 2. Move the product into the consideration zone of the TG. 3. Create Brand Recall.4. Generate intent-to-buy.

STRATEGY:

2

The new Samsung Grand 2 has a larger screen and is loaded with many other features that makes the phone a key objet-de’sir of the key target group.

One of the key feature of Grand 2 is it’s large screen. However, last model of Grand was positioned as ‘Big Screen, More Possibilities’ phone. Repeating the same Big Screen position would not cut with the core group.

Taking the cues from existing media buzz, the phone seem to generating lot of curiosity within the TG.

This excitement is a sign that the phone is an object of desire for many. This curiosity could further be fuelled by making the phone a catchy prize. An object that everyone wants to have.

THE

OBJET-DU-DE’SIR. The Object of Desire.

We have learnt that the TG for this product is:

1. Ambitious2. Restless

3. Emotional4. Curious

5. Social6. Open (Impressionable)

The product can be positioned as tool to fulfill these emotions, dreams, desires and allows them to push the limits of their abilities & ambition more…

We believe that our customers should…

Desire More!But what is desire?

2

Desire = Lust

2

Desire =Ambition

2

Desire = Greed

2

Desire =Progress

2

Desire = Wish

2

Desire =Passion

2

Desire To Dream More

2

Desire To Do More

2

Desire To Meet More

2

Desire To Share More

2

Desire To Learn More

2

Desire To Create More

2

Desire To Be More

2

More!Desire

2

More!

Desire

Brand ImageActivation

MORE

MORE

KEY ACTIVATION COMMUNICATIONWhat are we saying?

2

DESIRE MORE!

Do More Share More Create More Meet More Be More

Pre-Event Promotion

Create More Live Sketching Studio

Share More Real-time Sketching Projection Pods

Dream More Dream Tree-Tie a dream.

Be More Write your vision & grow the balloon cloud

Be More LED Screen Installations with inspiring phrases on desire.

Share More Live Music making with a friend online.

Create More Write your ambitious ideas on a pledge roll

Desire More Launch Design

Launch Design Projection Mapon the launch venue building

Launch Design Entry

Launch Design Ambience Installation with vclips of people expressing their desires in life.

Launch Design Reception with layered projection

Launch Design Stage

Launch Design Performance: The Box Project. A Multiscreen projection mapping show.

Watch The Full Performance Here: http://www.youtube.com/watch?v=lX6JcybgDFo

Launch Design I Desire…Balloon Release

Launch Design Post Launch Product Experience

Post Launch Gurellia Marketing: Giant Phone Set-ups

Post Launch Gurellia Marketing: Giant Bill Boards

DesireMore!

Post Launch Gurellia Marketing: Helium Balloon with message projected live.

More!DesireDigital Activation

Engaging the Influencers : The Creative Community.

Target: To generate viral

content by empowering the audience.

Developing Brand+

Audience Connect

Platforms for maximum media

optimization.

Campaign -1

The Longing Tree

A digital tree that grows by the participation of users. A co-create exercise wherein people are invited to showcase their creativity using a web-portal. The portal will have Samsung Grand-2 Sketch software where one can draw his own creation as a part of a series of sketches. Step by step the tree grows with each contributions. We can also invite some professional animators/artist to make their own version of stories on ‘Selected Themes’ like : Longing. Craving. Yearning. Wish. Aspirations. Ambition.

The Grand Room

We can connect the online tree as a live-realtime installation for offline engagement. Where audience can interact with ‘Large Screens’ and unlock work done by other people.

These interactive installation can be installed at various touch-points where TG can be engaged with it.

Campaign -2

What’s Your Yearning?

LOVE

FREEDOM

Travel

Innovation

Connection

LOVEFREEDOM

TravelInnovation

ConnectionExpress your

‘Desire’ and we would add

‘More’ to it!

www.share-more.com Social Media Community Building

Grand-2 Contest: Desire More!Keep your Facebook, Twitter & What’s up message to ‘I want more (fill in your desire) on (date) & stand a chance to win free Samsung Grand-2.

A Social Website where people can send either a hand-written or a digital message that is a secret, desire or wish etc.

www.more.com

Online Engagement

www.moremore.com

www.moremoremore.com

www.moremoremoremore.com

www.moremoremoremoremore.com

A series of interactive micro-websites working like memes on internet, with random engaging activities & games built around the theme of ‘Desire More!’

Be More

Desire More!

Love More

Create More

Meet More

Share More

2