Page 60 - IBT August 2021 Issue

Electronic Market MAKING A SMART
BANGLADESH

customers, and other services, all in all, are helping us to Samsung Bangladesh has introduced a 100 days
stay visible amidst the pandemic. replacement warranty for Galaxy M02 to enhance
users’ experience. Is this service open for other
Can you share details of some of the most models? How has the service been doing so far?
memorable and successful marketing campaigns of What other initiatives can customers expect from
Samsung? Samsung?
It is difficult to name one or two campaigns since we are At Samsung, our primary objective is always to make life
constantly brainstorming for newer campaigns. I still easier for our customers. In view of that, we came up with
remember, when we initially had our factory set up in the 100 days replacement warranty on Galaxy M02. This
Bangladesh, we were facing the challenge of proving the helped us build trust and reassurance, especially those
quality of our locally assembled smartphones. It was a shifting from feature phones to smartphones. They are
common question, whether we would be able to maintain investing a good sum of money, so they definitely expect a
the same global standard. We replied to such doubts with long-lasting outcome for it. Among other initiatives – we
an inauguration offer where we provided a 120-days brought our ‘Nevermind’ offer to help customers with the
replacement guarantee. It became hugely popular, and issue of handset damage. We also introduced a second-year
that’s how we kept on earning people’s trust over the years. warranty at a very low cost, so customers can anticipate a
And other brands are now also opting for local productions. longer lifespan for their devices. A large portion of
When Bangladesh saw the major conversion from 3G to 4G, customers are young, who do not have credit cards. For
we brought the Samsung J2 4G series to the market with them, we introduced a cash EMI facility. We are hopeful that
the slogan – ‘Ei J real 4G’! Another campaign called we can bring more of such customer-oriented initiatives this
“Bhalobashar Epith Opith” marked an innovative year as well.
celebration of valentine’s day, as we broke the conventional
content type and showed the market how even a tech What kind of marketing, branding, and consumer
manufacturer could also become relevant to the idea of trends do you anticipate the mobile market will
valentines. We have consistently been awarded as The Best experience as we become more and more dependent
Can you elaborate on your 6-year career journey Samsung always designs its product segments – like the Brand for 3 years in a row. We earned Best Use of Mobile, on technology?
with Samsung? What were some of the professional Galaxy M, Galaxy A, and Galaxy S series – with different Best Video and Best Content Marketing Awards at the 2020 People are now more dependent on smartphones and smart
challenges that allowed you to grow in this position? distinct personas. This personification caters to different Digital Marketing Awards for this campaign. “The Grand devices than ever before. The ratio of smartphones and
My 6-years’ journey with Samsung has been no short of a particular sets of customers and their personal and Invite”; and “Galaxy A series launch 2021” were some feature phones approves of that. Due to the pandemic, a lot
roller-coaster ride. One of my previous CEOs once told me – professional needs, which, I believe, adds a significant other memorable campaigns. of people are doing home office, where the need for tabs
the smartphone business is similar to the business of mileage to our marketing communications. Now we have and mobile sets is beyond asking. This also indicates more
selling ice. You need to be absolutely precise with your access to all sorts of consumer data and statistics. The ROI Last year in August, Samsung launched the “Meet consumption of data and more integration of virtual
product placement because once the ice has melted, it will and data analytics-based marketing form is shaping the the Galaxy Note20 Ultra 5G from home” campaign. platforms. IoT devices are shaping future lifestyles. This
have zero value to the customers. Hence, we are always future. I think these in-depth insights of niche data could How did this new retail experience appeal to way, the span of the digital ecosystem is getting wider and
striving to keep ourselves updated with the market be vital for any brand to understand their audiences better. customers, and how did it affect the sales? wider. To cope with one such ecosystem, Samsung has
dynamics, market forecast, industry movements, and Top brands across the world are now opting for these data We launched the Galaxy Note20 Ultra 5G through this launched products like Galaxy Buds and Galaxy Watch.
competitions. This constant racing helps the smartphone based marketing approaches. I believe that, being the e-meet kind of program, where customers could make an Besides, we are not only a smartphone manufacturer but
industry personnel to grow their skills and capacity much market leader, it is imperative for us to take a proactive appointment and talk to our representative to get details of also one of the largest consumer electronics manufacturers
faster, compared to other industries, like it did for me. I approach to marketing as opposed to a reactive approach. the flagship handset. It was a retail experience, entirely in the world as well. Hence, our ecosystem is destined to
would say that, here, I have turned from a cocoon to a So the best way to grow and win in today’s market would developed for the customers to bring the store to them extend to every aspect of life, with Samsung electronic
butterfly. I have explored different industries in my career. be to become your own competitor. instead of them coming to the store. The response was devices serving every human need for the future.
Throughout the time, my purpose has been to deeply surprisingly good, where we got a lot of registrations, and
understand the varying dimensions of each industry. It The last two years have been a standstill for people really liked the virtual experience. It was supposed What is your vision for the coming five years for
gives me an adrenaline rush. With my hard-working team businesses. So, how did Samsung try to ensure to be a 5-day activity, but the response was so good that we both Samsung and yourself?
at Samsung, we have managed to double our business and visibility across the channels amidst the pandemic? had to extend it for the whole month to accommodate all Samsung takes pride in being the first global smartphone
at the same time we have improved vastly on key Navigating business and marketing through the last two the people who had registered. brand in Bangladesh to envision local productions.
parameters like profitability, sales, average sales prices and years has indeed been challenging. As a market leader, we Bangladesh now anticipates a total digital transformation
market share over the past 6 years. Our individual and had been preparing ahead of time to tackle this imminent How was the campaign “Shikhore Othar Prottoy” in the near future, and our primary vision is completely in
team efforts have been thoroughly acknowledged by crisis. We were the first handset brand in Bangladesh to received by customers? Can you tell us about the line with this. Samsung wants to help construct a Digital
Samsung Global with various prestigious awards and come up with a O2O portal like galaxyshopbd.com that gave inception and implementation of this campaign? Bangladesh by ensuring better smartphone penetration in
recognitions. It hasn’t been easy amidst the continuous customers the option to purchase their desired products As I said earlier, all our smartphone segments carry a every corner of the country. We have long been working
challenges from competition. But I love to embrace such from online; even from their preferred retail as well and get personified concept. The Samsung Galaxy M series – with the government in regards to barring illegal
challenges because I think it is the only way to move it delivered right at their doorsteps without ever needing to famous for its monster battery, is made for the people who smartphones through transparent IMEI verification and
forward as a stronger market entity. leave their homes. We have increased focus on effective want their phone to outlast their day. It is for those who are market monitoring, and right now, we are witnessing its
digital communication along with our activities in different working hard to excel in life beyond all difficulties. To crucial implementation. Samsung is already the number one
With stiff competition from companies, both platforms, and we are also delving into content engage more customers with this concept, we opted to smartphone brand in Bangladesh, and we want this to
international and local ones, what kind of shift in partnerships with relevant and noteworthy partners to create OVCs portraying real-life heroes who actually run persist to a point where we will be our own competitor. We
marketing communication have you observed? engage our audience even further. With the support and from day to night chasing their dreams. We featured a chef want to work for the people of Bangladesh by increasing
At Samsung, our aim is to always serve the customer best. partnerships of our e-commerce and telco partners, we have from Chattogram with one such triumphant life story. Many technological awareness by making smartphones more and
We believe products and services should always be designed attractive offers for Samsung devices and boosted came up with their own stories of hardship. This more available. My personal, as well as organizational,
designed with the consumer in focus. This should also visibility on their platforms for customers’ convenience. Our opportunity for value addition gave us a great sense of vision is to put efforts that contribute to national growth.
reflect in the key message of our communications. Hence, loyalty platform ‘My Galaxy’ app, Google ads, emails to satisfaction. Only then will my journey be accomplished.

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