1. Example from Handheld Product Category

2. Inspiration Option Envisioning Research & comparisons Pre-purchase prep PR Web sites ATL media PR Web sites ATL media Social (GSMArena ) WOM On-ground experiential ATL media Social (GSMArena ) WOM On-ground experiential ATL media POSM Retailers Brand amplifier s POSM Retailers Brand amplifier s Search Retail visits Friends Colleague s Search Retail visits Friends Colleague s Experientia l from Peer Friends Colleagues Experientia l from Peer Friends Colleagues Group visit Several outlets Touch n feel In shop From abroad Cash Card Group visit Several outlets Touch n feel In shop From abroad Cash Card Card or cash Purchase companion Purchase location Card or cash Purchase companion Purchase location Post-purchase experience sharing Post-purchase experience sharing Convergence Envy Functional Boredom/ Cosmetic Envy Functional Boredom/ Cosmetic PR Brand amplifiers PR Brand amplifiers DM POSM in alternate channels (banks, popular hang- outs) DM POSM in alternate channels (banks, popular hang- outs) Purchases FB WOM FB WOM

3. Inspiration Option Envisioning Research & comparisons Pre-purchase prep Convergence Purchases 1. Push SMS to Champs/Rex database after a year 2. Customers waiting for software upgradation or any other service to be given a demo on upgraded handsets 3. Planted brand amplifiers in univ campuses to make ppts with Samsung HHP, create WiFi zones from where students can browse/chat/play/listen to music from Samsung HHP; these activities can be turned into contests with Samsung HHPs as rewards 4. PR leverage on campus activities in official FB page, youth supplements in dailies 5. FB and GSMArena ads 6. Sponsorship of youth events or creating youth events (photography, contemporary art, music, fashion) 1.Ads on FB, GSMArena, news portals 2.Print ads – dailies, campus newsletters 3.Activation in SES, SIS, univ campuses to attract potential customers – e.g. movie screening on G Grand; lucky dip on eve of Eid holidays (small give- aways); gigs by youth bands on Friendship Day/Week 4.Paid blogs 1.Ads on FB, Google, GSMArena, news portals 2.Booths in univ campuses with brand amplifiers showing range of Samsung handsets with complete demo, leaflet handout 3.Mall activation for product experience 4.Brand amplifiers in select corporates to give demo and product leaflet – rewards for those who can get their colleagues to choose Samsung 5.Print ads 1.DM with bank statements, telco operators’ bills, broadband/WiFi operators’ bills 2.Menu card branding or table mat branding in food joints 3.Leaflet handouts in malls targeted specifically toward groups of youth 4.Retail POSM 1.Retailer speak 2.In-store product demo 3.POSM 4.Periodic CP offers on purchase Post- purchase experience sharing Post- purchase experience sharing 1.Post-purchase leaflet with FB link to comment on brand experience and participate in online contest 2.Planted experience stories in dailies and non-Samsung web sites 3.Brand amplifiers to spread WOM