Samsung Note 3: A note-worthy successor

Creating a sense of anticipation is a classic and useful technique when it comes to marketing tech products

Taking the third position in last year's Brand Derby, the Samsung Galaxy Note II is the only phablet/smartphone that made it to the list of top 10 product launches. This year Note 3 has outperformed its predecessor by claiming the second spot in Brand Derby. Note 3 was launched in September last year, the same month in which Note II was launched in 2012. While 55 per cent respondents rated the launch of Note II 'very successful' last year, 67 per cent respondents have voted in favour of Note 3 this year. This establishes the popularity of the Note series in India.

It will not be wrong to infer that Note 3 achieved instant success sans a distinctive launch strategy. International creatives appeared in the media without any special versions for the India market.

To understand the nuances of Samsung's launch planning, it makes sense to look at its overall strategy to push the Galaxy range of smartphones. In an interview given to The Strategist last year, Vineet Taneja, ex-country head, Samsung Mobile and Digital Imaging Business, had said, "Sales promotions is an effective way of targeting consumers who are looking to upgrade to high-end smartphones from the mid-segment smartphones and feature phones." Samsung introduced various finance-linked schemes with the launch of the 'Samsung Galaxy Own Now' campaign early last year.

Making it easy on the wallet was the crux of the strategy. Says Ashwani Singla, CEO, Penn Schoen Berland, "To build stickiness today, original equipment manufacturers have to create trade-up value. For instance, if the existing Note II users are convinced about the value proposition of the Note 3, it can ensure positive word of mouth for the brand. Samsung has managed to do this successfully, especially with its entire Galaxy range."

That said, the product itself is far more promising than the Note II. With Note 3 Samsung delivers a larger and better screen providing the best viewing experience a smartphone can offer. The Note 3's rear camera also received a nice boost to 13-megapixels, up from the Note II's 8-megapixel camera. As per industry estimates, it sold 10 million handsets in first 60 days of its launch.

Samsung is already preparing for the launch of Galaxy Note 4 which, if market reports are anything to go by, will clash with the Apple iPhone 6 head on. Can Samsung maintain its winning streak?

WHERE IT STANDS
Launch budget:
Rs 30 crore
Sales: 10 million units
(Sep-Oct 2013)           
WHAT WORKED
Word of mouth
Attractive sales promotion
Superior Specs