A COBALT BLUE PRESENTATION. All rights reserved.

1. Marketing Proposal
© A Cobalt Blue Presentation
All rights reserved.
2
MARKETING
STRATEGY

2. Client: Samsung
Product: Samsung Grand-2 Smart Phone
Launch Date: December 2013.
Key Marketing Opportunities: Pre-Launch. Launch. Post Launch.
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3. THE PRODUCT
2

4. 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.
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5. 2

6. 2

7. 2

8. POSITIONING
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9. Price Position: Mid-Range
Galaxy 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.
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10. MARKET TRENDS
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11. 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.

12. COMPETITION
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13. Competition: Q2,2013
(Brands)
Micromax
Karbonn
Nokia
Sony
LG
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14. Competition: Q2,2013 (Products)
1. Micromax Canvas. 2. Nokia Lumia 520. 3. Sony Experia C. 4. LG G ProLite. 5. Gionee Elife
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15. Brand Positioning: MICROMAX
Multiple Messages.
Celebrity Endorsements.
Fun. Surreal. Confusing.

16. Brand Positioning: karbonn
No Clear Positioning.
Attribute driven. Price
Sensitive. Celebrity
Endorsement (sports).

17. Positioned as a lifestyle.
Focus on Aesthetics.
Many Choices.
Brand Positioning: Gionee

18. Brand Positioning: Sony Mobiles
Best Colors Experience.
Stylish. Waterproof.
Sony Legacy.
Celebrity Endorsement.
(Actress-Katrina Kaif)

19. Multi-functional.
Quirky & Fun.
Choices of Fun. App Store.
Celebrity Endorsement.
(Actress-Priyanka Chopra)
Brand Positioning: Nokia

20. HISTORY

21. 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.
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22. 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

23. 2

24. 2
CONSUMER PROFILE

25. 2
Young. Ambitious. Creative.Community Driven.
Impressionable. Early Adaptors.

26. Lifestyle

27. 2

28. 2

29. 2

30. 2

31. 2

32. Consumer Insights: Smartphone User in India.
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33. 2

34. WHOM SHOULD WE TALK TO?
But…

35. WHO ARE THEY?
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36. Identifying an Influencer:
Key Traits
1. Creative
2. Social
3. Extrovert
4. Connectors
5. Enjoy huge followings
6. Group Leaders
7. Enjoy Trust of their subjects
8. Inspiring, Trusted & Respected
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37. OBJECTIVE:
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38. Activation Phases to Develop:
1.Pre-event hype to generate buzz around the launch.
2. Launch Concept
3. Post Launch Activities.
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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.

39. STRATEGY:
2

40. 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.

43. 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.

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

45. We have learnt that
the TG for this product is:
1. Ambitious
2. Restless
3. Emotional
4. Curious
5. Social
6. Open (Impressionable)

46. 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…

47. We believe that our customers should…
Desire More!
But what is desire?

49. 2
Desire = Lust

50. 2
Desire =Ambition

52. 2
Desire = Greed

53. 2
Desire =Progress

55. 2
Desire = Wish

56. 2
Desire =Passion

58. 2
Desire To Dream More

59. 2
Desire To Do More

60. 2
Desire To Meet More

61. 2
Desire To Share More

62. 2
Desire To Learn More

63. 2
Desire To Create More

64. 2
Desire To Be More

65. 2
More!Desire

66. 2
More!Desire
Brand Image Activation

67. MOR
E

85. KEY ACTIVATION COMMUNICATION
What are we saying?
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86. DESIRE MORE!
Do More Share More Create More Meet More Be More
Pre-Event Promotion

87. Create More Live Sketching Studio

88. Share More Real-time Sketching Projection Pods

89. Dream More Dream Tree-Tie a dream.

90. Be More Write your vision & grow the balloon cloud

91. Be More LED Screen Installations with inspiring phrases on desire.

92. Share More Live Music making with a friend online.

93. Create More Write your ambitious ideas on a pledge roll

94. Desire More Launch Design

95. Launch Design Projection Mapon the launch venue building

96. Launch Design Entry

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

98. Launch Design Reception with layered projection

99. Launch Design Stage

100. Launch Design Performance: The Box Project.
A Multiscreen projection mapping show.
Watch The Full Performance Here:
http://www.youtube.com/watch?v=lX6JcybgDFo

101. Launch Design I Desire…Balloon Release

102. Launch Design Post Launch Product Experience

104. Post Launch Gurellia Marketing: Giant Phone Set-ups

105. Post Launch Gurellia Marketing: Giant Bill Boards
Desire
More!

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

108. www.cobaltblue.in
+91 8527 887 336 I contact@cobaltblue.in I H-302, Sushant Arcade, Gurgaon. 122002.
A presentation by Cobalt Blue