Marketing Challenge
The smartphone market is more competitive than ever. In a highly crowded category, we were tasked with launching the new Galaxy Note9, retailing at $1000. With its advanced power, speed and battery capabilities, previous models in the Galaxy Note range had been marketed as devices for business. However, to kick-start sales we needed to find a way to reposition the new Note9. So we turned to the fastest growing consumer group of 2018: mobile gamers. We discovered the same features that made the Note9 a great phone for business also made it a great phone for mobile gamers;...