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Samsung marine and Samsung 3010, Samsung India has rolled out an integrated campaign to promote its new ‘water, shock and dust-proof phone’, Samsung Marine B2100.
“The objective of the campaign is to reinforce Samsung’s brand position of ‘Next is what’ in India,” said Alok Agrawal, COO, Cheil India. “Samsung has been known for its sleek and stylish phones. The campaign is to prove that Samsung is also capable of making sturdy, rough and tough phones.”
This mid-level phone clearly targets two distinct audiences: Upwardly mobile people who have an alternate adventurous lifestyle and thus, will buy B2100 as an add-on phone, and entry-level consumers who will stretch themselves to buy the product as their first as it suits the kind of ‘rough and tough’ work they do such as on construction sites, coastal areas and oil rigs. “The campaign highlights the key features of the phone – water proof, shock proof and dust proof and hence strengthens the ‘ruggedised’ positioning of the phone,” added Agrawal.