widest range of smartphones at affordable price points. This allows us to offer the largest portfolio of smartphones to our consumers, giving them more choice.
Tell us about your sales, marketing and branding strategy that has contributed to success of Samsung in India.
A lot of sustained effort has gone to make us where we stand in India. We stood for one brand value—Next is what? We reorganised and re-chartered our brand and business strategy based on innovation.
The tagline was born out of that attitude—consumers are looking for the next, looking for beyond and therefore looking through Samsung. Hence our entire brand build up through innovation was epitomised through the tagline and the brand ambassador Aamir Khan further stemmed it in the Indian mindset.
In media we have covered all the verticals. We have taken dominant position in the online media where the buzz is enormous. In our retail establishment and distribution—while we have increased our distribution width, have done large investment in branded and formatted retail investment—we have our own set of stores which are exclusive. The Samsung Smartphone Cafes and Samsung Mobile Brand Store provide a differentiated end consumer experience.
These retail concepts provide an interactive experience for consumers looking to buy Samsung smartphones, tablets and portable PCs and get insights on the products. We also have well trained demonstrators for explaining the product features to the consumers, helping them to choose the right phone.
How has the market responded to the hybrid category such as Galaxy Note?
Consumer response was better than our expectations. A lot of existing smartphone consumers are adopting a converged device like Note as it is a beautiful blend of smartphone and tablet and hence got instant acceptance. Globally, we have sold more than three million Galaxy Note II smartphones in a little over a month after its launch.
How important is the Indian market for Samsung? What will be the strategy going forward for the Indian market?
India is one of the top strategic markets for Samsung. We have the largest R&D in India. India has a huge consumer base which is critical for Samsung. It is a large