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With increasing competition South Korean electronics major Samsung is changing its marketing strategy and working with partners to ensure that the brand is known as an Indian one.
For starters, it proposes to listen more to its customers. The company has already launched some products based on the feedback, such as the J6 and J8, resulting in sales of 20-lakh units in just 50 days.
“We strongly believe we can get trust and love from Indian consumers,” DJ Koh, President and Chief Executive Officer - IT and Mobile Communications, Samsung Electronics, told reporters here. “We do not want to be just a global company; in India, we want Samsung Electronics to be known as an Indian company, and we want to be in direct touch with the customers. Not only with products, but we also want to be known by our CSR activities.”
Samsung has donated $300,000 for Kerala flood relief without much fanfare, said Koh. Similarly, it wishes to give its consumers better products without making a fuss, he added.
“In flagship models, we are quite strong and dominant in the Indian market, but in the mid-end segment, the competition is very harsh…That is the reason we changed our strategy. The previous mid-end and low-end strategy was to bring in new technology from flagship models to mid-end models. But now, ‘new model’ has a new meaning,” he said.
In the October-December quarter the company will launch new products that will be differentiated in features, functions and technologies regardless of whether they are flagship or not, he said.
“In the last nine months, we have worked on this strategy to adopt new technologies in mid-end. New innovations and new technologies coming in globally…like the folder phones or 5G devices,” Koh explained.
Samsung is also engaging itself in projects such as IoT with companies such as Reliance Jio and Bharti Airtel, Koh said. The company is looking not only at only sales of its products, but also the entire ecosystem through its AI platform, he added.
“In November, we will launch new products which will be differentiated in features, functions and technologies,. By 2020, all Samsung smart devices will be connected through cloud,” he said.
Meanwhile, Samsung launched its latest Note 9, priced at ₹67,900 onwards. It will be available from August 24.
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