- Samsung began targeted campaigns launching new phones across market segments positioned with specific features and customization. This helped Samsung gain credibility and attention. - Key products included the dual-SIM 'Star' series, Android and Windows phones, and the hybrid Samsung Galaxy Note which created a new segment. - Samsung reached semi-urban customers with the low-priced, sturdy 'Guru' series and recently entered the premium segment with phones above Rs. 25,000 for style and appeal.