FOR THE MILLENNIALS

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Samsung’s success with the new Galaxy M Series

The Bangladesh smartphone market – currently in the middle of the “feature war” among local and global players – saw a shift in the game early this year when Samsung introduced their new Galaxy M Series.

Samsung mobile has always offered the best experience in mobile phone technology to its users. They have been recognized as Bangladesh’s No. 1 Handset Brand by Bangladesh Brand Forum in 2018. One of the biggest critiques of Samsung as a mobile brand has been its mature persona to which many of the young millennials could not relate to. The brand recognized this and made a comeback with Galaxy M Series dedicated “M” for the Millennials.

Now let us take a look at the young millennials of today. Decoding their lifestyle is a challenge as there is no one way of defining their way of life. They are a combination of diverse personality types which is reflected in their lifestyle choices, career, interests, aspirations and passion points. The idea behind Galaxy M Series was to offer the millennials an extension of their unique personality. With its power-packed features, these smartphones are designed for every millennial, empowering them to celebrate their individuality by letting them fully enjoy what they love the most through smartphones that are customized for their diverse needs.

This year, the launch of Samsung Galaxy M Series in Bangladesh gained a lot of popularity in all aspects. Keeping the young millennials in mind, Galaxy M10 and Galaxy M20 smartphones feature powerful displays, cameras, batteries, and processor. Even before they were launched, there was a very high expectation from the new series, and needless to say, the enthusiasm was matched when the much awaited Galaxy M was finally unveiled to expectant Samsung fans.

The main communication tagline for Galaxy M Series read “#IMPOWERED” where M stood for Millennials. And “POWERED” because Galaxy M Series would eventually be “empowering” them with “powerful” features.

For the millennials who want maximum value for their money, the M series smartphones are truly the best fit. With Dual Camera, Infinity-V HD+ display and an Octa-core processor, Galaxy M10 is equipped with almost everything the young millennials will need. On the other hand, with a huge 5,000 mAh battery, fingerprint sensor, and 32 GB ROM and 3 GB RAM, Galaxy M20 has won the hearts of Samsung lovers. Especially, the Ultrawide camera in Galaxy M10 and Galaxy M20 truly stands out in this price range. This, coupled up with features only previously seen in flagship devices or upper-range devices, was truly a delight to the customers.

It is a known fact that usage and preference in smartphone features vary from regions to regions. Galaxy M series has been designed for and offered exclusively in South Asia including India, Nepal, Bangladesh, and Sri Lanka.

The price of Galaxy M10 and Galaxy M20 is 10,999 BDT and 14,900 BDT respectively in the Bangladeshi market, which was almost impossible to believe. Samsung Galaxy smartphones have always been considered premium and it reflected on its price offering. However, since the M Series is designed specifically for this region, the brand really wanted to give their customers the best value for money. Needless to say, the pricing also gave its Chinese competitors, who usually dominate the segment, something to worry about.

With this target, Samsung Mobile team partnered up with different e-commerce platforms which not only enabled them to reduce the additional cost in the supply chain of going to the stores but also gave the customers amazing rewards on online shopping.

The first sale of Galaxy M10 was done in partnership with Pickaboo and the second sale was in Daraz.com. Both of these are two of the biggest e-commerce platforms with national distribution. Eventually, it was made available in Robishop, FDL e-store, and Excel e-store. Galaxy M20, on the other hand, was launched in Pickaboo and were later released on Robishop, FDL e-store, and Excel e-store. In all the platforms, the customers received data bundle offers, discounts on online payment, exchange offers, etc.

The response from the customers has been huge in terms of online sales and conversations in the social media space. These were also supported by multiple reviews by top tech reviewers who have assigned high scores to the Galaxy M Series. Android ToTo Company, the most popular tech review channel with 6 lac subscribers, said that they were “pleasantly surprised to see Ultra Wide camera in this price range” in Galaxy M10. Ami Babu, another top tech reviewer, mentioned “Galaxy M20’s display color is very vibrant. Because of its 409 PPI, contents look very sharp and the view angle is surprisingly wide.” Other than that, many customers have discussed their own happy experiences in different tech groups on Facebook.

The one lesson the brands can learn from Galaxy M Series is that, if you enable the young millennials to access modern technology at an affordable cost, this will surely hit the mark. The right targeting, the right time, and the right price – this has been the perfect equation for the success of Galaxy M Series.

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