Indian Youngsters Become Samsung's Core Customers

Anita - May 15, 2019


Indian Youngsters Become Samsung's Core Customers

Indian young people become a motivation for South Korean phone maker - Samsung to try to meet their standards

Since young people are more open about technology, they become the critical target for Samsung to create high-end devices, said a Samsung exec on Friday. This generation is the primary consumption of the mid-range Galaxy A lineup, which had the sales rate of two million in India. Just in 40 days from March 2019, the company revenue totaled $500 million.

Ranjivjit Singh, Chief Marketing Officer, and Senior Vice President-Mobile Business, Samsung India said that millennials constituted 34% of the country population. The proportion of their total earnings was up to 70% in the country, and this group accounted for 80% of the overall Internet usage. Knowing that they work well with the technology, the company has more motivation to meet their needs.

Young-people-are-Samsung-key-target
Young people are Samsung's key target

At the beginning of this year, Samsung announced that the company had sold out the M series mainly for young millennials, on Amazon.in within a very short time after it was launched. Sign noted:

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The company has carried out a campaign “Ready India, Action” for empowering younger people in India via videos.

With this campaign,  people are encouraged to capture and share videos of Real India through their smartphones on their Instagram accounts with specific hashtags. The shortlisted video will then be uploaded on a microsite of Samsung India. Due to the growing of Galaxy S10 lineup, the high-level segment for smartphones rose sharply with the market share’s percentage of 68.9 (by volume) and 65.9 (by value), in the first quarter this year.

Samsung-sold-out-the-M-series-mainly-for- young-millennial
Samsung announced that the company had sold out the M series mainly for young millennials

Only in March, Samsung accounted for 76.5% share (by volume) and 77% share (by value) in the price segment of more than Rs. 30,000. As per Counterpoint Research, after being defeated for three consecutive quarters by OnePlus – a smartphone manufacturer in China, Samsung has regained its leading position in India's high-end smartphone segment in Q1, 2019.

Samsung is trying its best to make special features on devices for youngsters, “Live Casting” for example, according to Singh.

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