Our Media Vehicles Keep Changing On The Cycle We Are Into: Aditya Babbar, Samsung India

With a focus on 5G proliferation, premiumisation and AI, Samsung India ensures affordability with enriching user experiences

With a history spanning over 28 years in the Indian consumer electronics landscape, Samsung keeps a keen ear to the ground and a finger on the pulse of evolving consumer trends, emerging as a beacon of innovation and navigating the waves of change.

As the company continues to chart new horizons and alter the contours of the Indian smartphone market, one thing remains constant - Samsung India's symphony of innovation and consumer-centricity to resonate with the enriching lives and shaping the future of technology in India and beyond.

Riding high on the success of its mobile phone business, the company recorded a revenue of Rs 70,292 crore in FY23. Looking ahead, Samsung India aims to achieve Rs 80,000 crore in mobile sales in FY24, fuelled by a strategy centred around premiumisation and rising average selling prices.

"We have started 2024 with a lot of new innovations for the consumer", articulates Aditya Babbar, VP MX Business at Samsung India on the company's ethos in an exclusive interacation with BW Marketing World. "The market tends to grow very well in value terms, and we are at the forefront of driving that growth."

Introducing the 3D Strategy

According to CyberMedia Research (CMR) estimates, the Indian smartphone market witnessed a 19 per cent year-over-year growth, with 5G smartphone shipments constituting 65 per cent of the market share, marking a 122 per cent increase.

Identifying key trends shaping the market, Babbar underscores the burgeoning adoption of 5G technology and the paradigm shift towards premiumisation. "A larger portion of consumers are moving and migrating to 5G," he explains. "Second is that premiumisations have been getting built for the consumers and we have been at the forefront driving premiumisations in the market."

With a keen focus on 5G proliferation and premiumisation, Samsung India introduces its latest offerings - A35 and A55 in the A-series smartphones, encapsulating a strategy dubbed the '3D strategy.' The strategy revolves around democratising features ensuring affordability and enriching user experiences, shares Babbar.

In the new A series devices, users can experience a plethora of flagship-grade features that elevate their smartphone experience. These include cutting-edge Gorilla Glass Victus+ protection, camera enhancements powered by AI and a security solution called Samsung Knox Vault with engaging EMI options, making it accessible to every stratum of society.

Marketing Playbook

Delving deeper into Samsung's marketing playbook, Babbar elucidates the company's commitment to consumer-centric innovation. "We are a very strong believer that the consumer is at the core and we believe in meaningful innovation," he asserts. "Our strategy of ‘Make in India, For India' is a shining example that if you work on a core product which is built for the consumer, it becomes equally important and easy for a marketing team to communicate. That is how our marketing strategies are built on."

Samsung's marketing strategies are meticulously crafted to resonate with consumers across diverse segments. "Our entire marketing mix is done on the consumer journey and consumer buying patterns and how and where can we add value to the consumers", affirms Babbar.

The essence of Samsung's marketing lies in its ability to decipher consumer behaviour through in-depth surveys and data-driven insights. From gaming enthusiasts to photography fanatics, Samsung India tailors its communication to cater to diverse consumer cohorts.

Moreover, Samsung's marketing strategies transcend traditional boundaries, embracing a holistic approach encompassing various touch points along the consumer journey. From television commercials to social media engagements, the marketing mix is aligned with the consumer decision journey.

"Our media vehicles keep changing, depending on the cycle we are into. Every stage of our launch has a different strategy," reveals Babbar.

He further emphasises the brand's omnipresence across platforms, ensuring consumers encounter Samsung wherever they are, be it online or offline.

AI and Personalisation

Samsung India adopts a personalised marketing approach based on consumer cohorts. "We customise our communication basis the cohort which we are marketing to and at the same time it's a custom audience targeting and communication which becomes the first pillar of our entire go-to-market", states Babbar.

He cites the example of personalised cover customisation at Samsung's flagship store in Mumbai highlighting how technology is integrated seamlessly into the consumer journey.

With India emerging as a key frontier for AI innovation, Samsung's flagship BKC store democratises AI and hyper-connectivity for all consumers. It embodies the concept of 'One Samsung' with a vision of 'AI for All'. Throughout the store's diverse zones, consumers can witness Samsung's AI vision come to life, offering them a firsthand experience of how smart, enhanced experiences will disrupt our daily lives.

Content-driven Approach

Samsung India advocates for a content-driven approach that aligns with consumer content consumption patterns. The overarching strategy revolves around integrating the products seamlessly into storytelling that consumers are already engaging with. Storytelling transcends conventional marketing paradigms for the company, with Babbar emphasising the role of narrative in demystifying technology and resonating with consumers. "Storytelling is the core of whatever we do. As a marketer, my biggest role is to explain tech in the best and easiest story form available", he asserts.

Reema Bhaduri

BW Reporters The author is the Editorial Lead at BW Businessworld. Majorly writes on marketing, advertising, experiential marketing and retail. She closely looks upon the vertical of BW Marketing World and BW Retail World.