Samsung Galaxy Note 3 is the latest addition to the Note Series. It is a Phablet, a combination of phone and tabletlaunched on 4^th September 2013 by the Korean electronics giant Samsung. Note 3 is an Android light-weight smartphone with a larger HD screen and an elegant design unlike its predecessors. The Samsung Galaxy Note 3 includes Android 4.3 Jelly Bean system and quad-core processor, improved Wi-Fi with mobile calling facility, and improved pen-enabled features and pop-up applications. A longer battery life with up to 25 hours talk time and standby time up to 420 hours for 3G devices is advantageous.  Looks wise, it has a smooth plastic leather back cover with a faux metallic base. Samsung also improved the navigation system of Note 3 to add a more user-friendly interface. Note 3 has a  front facing 2-megapixel camera for taking self-portraits and for video chatting and 13-megapixel rear camera for taking great snaps(NDTV Gadgets n.d.).

1.1       Objectives of the Study

The aim of the study is to analyze the marketing and product strategies of Samsung Galaxy Note 3 vis-à-vis the competitors. The objectives of the study are:

• Critical analysis of Samsung Galaxy Note 3 as an innovative product
• Identifying its branding strategies and consumer delivered value vis-à-vis competitors.

1.1       Problem Statement

The global sales of tablet in 2013 witnessed a rise of 50.6 percent over last year with Apple retailing its market leadershipand Samsung chasing next (Agence France-Presse 2014). Though the phablet market is growing but developed consumer markets like US and UK are nearing consumer saturation. The growth is attributed to the emerging new markets which indicate slow yet consistent growth.Here is the preference is for low-end smaller screen Phablets running on the Android operating system. This offers tremendous growth opportunities for the “Note” series of Samsung. However, the ever changing consumer demands and preferences make it a challenge to produce an innovative product. The study intends to identify the reasons why Samsung is unable to outdo Apple and up to what extends it has adopted product innovation to deliver maximum customer value.

1.2       Methodology Adopted

The research methodology adopted for the research is that a qualitative study based on secondary data. The research approach is deductive in nature as deductions are made on the basis of general findings about the case product. The inferences drawn are primarily analytical in nature.

The following are the key sources of the secondary research:

-Newspaper Articles and Journals

-Published Marketing Journals and Institutional Reports

-Magazines and other information portals

-Weekly issues, Books of famous authors

-Analysis and Reports of consultation firms

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