The stage was set following a successful launch of the Galaxy Note in 2011. A year on, Samsung had greater expectations to satisfy. The company needed to do little to stoke the consumer’s curiosity ahead of the big launch. The Samsung Galaxy Note II managed to live up to the fanboys’ expectations.
Launched in September 2012, Samsung Galaxy Note II positioned itself on the ‘incredibly creative’ platform. Samsung realised innovation in converged devices alone is not enough in a highly competitive category. Not surprisingly, its marketing mix for the launch of Galaxy Note II included some of its tried and tested as well as new strategies. Like its predecessor, the Galaxy Note II first reached its customers through on-ground platforms for a first-hand feel of the product. Next, the company took the initiative to a different level with the ‘Incredible Art Piece’ — a digital art piece with the largest number of artists ever contributing to a single art piece.
“The Galaxy Note II is based on the concept that ‘inspiration doesn’t wait’ and the users should be able to express their creativity anywhere, anytime, taking inspiration from anything. So, we hosted on-ground consumer events wherein the audience was given an opportunity to play around with the Galaxy Note II S Pen and explore its potential,” says Asim Warsi, vice-president, Samsung Mobile.
Launched in September 2012, Samsung Galaxy Note II positioned itself on the ‘incredibly creative’ platform. Samsung realised innovation in converged devices alone is not enough in a highly competitive category. Not surprisingly, its marketing mix for the launch of Galaxy Note II included some of its tried and tested as well as new strategies. Like its predecessor, the Galaxy Note II first reached its customers through on-ground platforms for a first-hand feel of the product. Next, the company took the initiative to a different level with the ‘Incredible Art Piece’ — a digital art piece with the largest number of artists ever contributing to a single art piece.
“The Galaxy Note II is based on the concept that ‘inspiration doesn’t wait’ and the users should be able to express their creativity anywhere, anytime, taking inspiration from anything. So, we hosted on-ground consumer events wherein the audience was given an opportunity to play around with the Galaxy Note II S Pen and explore its potential,” says Asim Warsi, vice-president, Samsung Mobile.
