With a generation obsessed with mobile phones and new technology, the question uppermost on everyone's mind probably is — to borrow a phrase from Samsung — Next is What? That also sums up the way Sumsung has been stoking the consumer’s curiosity before every big launch.
So months before the Samsung Galaxy Note was launched launched in India on November 2, 2011, the company set the ball rolling in the media. Looking back at the strategy, Ranjit Yadav, country head, mobile & IT, Samsung, says a number of things came together to make the launch successful. For the first time in India, Samsung conducted a multi-city event on the same day and at the same time to announce the launch. While the main event was hosted in New Delhi, audiences in Mumbai and Chennai were connected via video conference. This was followed by on-ground consumer events at variousmalls across the country wherein the audience was given the opportunity to playaround with the S Pen and explore the smartphone’s potential.
So months before the Samsung Galaxy Note was launched launched in India on November 2, 2011, the company set the ball rolling in the media. Looking back at the strategy, Ranjit Yadav, country head, mobile & IT, Samsung, says a number of things came together to make the launch successful. For the first time in India, Samsung conducted a multi-city event on the same day and at the same time to announce the launch. While the main event was hosted in New Delhi, audiences in Mumbai and Chennai were connected via video conference. This was followed by on-ground consumer events at variousmalls across the country wherein the audience was given the opportunity to playaround with the S Pen and explore the smartphone’s potential.
