1. Samsung Grand -2
(For Internal Use Only-Confidential)
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2. Client: Samsung
Product: Samsung Grand-2 Smart Phone
Launch Date: Tentative 3rd week of December 2013.
Key Business Opportunities: Brand Activation
Pre-Launch. Launch. Post Launch.
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3. THE PRODUCT
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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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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. Brand Positioning: Gionee
Positioned as a lifestyle.
Focus on Aesthetics.
Many Choices.

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

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

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
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24. CONSUMER PROFILE
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25. Young. Ambitious. Creative.Community Driven.
Impressionable. Early Adaptors.
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26. Lifestyle

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

34. But…
WHOM SHOULD WE TALK TO?

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. 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.
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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39. STRATEGY:
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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. Desire = Lust
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50. Desire = Ambition
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52. Desire = Greed
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53. Desire = Progress
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55. Desire = Wish
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56. Desire = Passion
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58. Desire To Dream More
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59. Desire To Do More
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60. Desire To Meet More
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61. Desire To Share More
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62. Desire To Learn More
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63. Desire To Create More
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64. Desire To Be More
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65. Desire More!
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66. Desire More!
Brand Image Activation
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67. MOR
E

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

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.

107. Digital Activation

108. Engaging the
Influencers :
The Creative
Community.
Target: To
generate viral
content by
empowering
the audience.
Developing
Brand+ Audience
Connect
Platforms for
maximum media
optimization.

109. Campaign -1

110. 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.

112. 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.

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

114. Campaign -2

115. What’s Your Yearning?

116. LOVE

117. FREEDOM

118. Travel

119. Innovation

120. Connection

121. LOVE
FREEDOM
Travel
Innovation
Connection
Express your
‘Desire’ and we
would add
‘More’ to it!

122. Social Media Community Building
www.share-more.com
A Social Website where people can send either a hand-written or a digital
message that is a secret, desire or wish etc.
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.

123. Online Engagement
www.more.com
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!’

124. Be More
Love More
Create More
Meet More
Share More
Desire More!
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