Samsung the south korean electronic and consumer durable is giving a tough time to the market leader Nokia and other rivals in this mobile handset segment,presently Nokia is the world leader in Mobile phones, followed by samsung,Lg and sony ericsson, In the smart phone market its RIM's blackberry's,apple's I phone and Htc making news with many companies trying to enter into the space as this is where future lies and soon to be used as computer as these smart phones do a lot of work and functions of computers.
Samsung's launched its Corby edition with the first mobile offering touch feature at an affordable price, the phone had a better User interface compared to other costly model,the exterior sported fresh colors unlike the routine pearl white and Black. The phone was well accepted in the market as the phone allowed the aspiring customer to graduate to a touch screen without hurting the wallet.
After Corby's success samsung has bought in 4 new line extensions
Samsung Corby (the flagship model)
Samsung Corby TXT
Samsung Corby mate
Samsung Corby Plus
Samsung Corby Pro
All these models have a common theme of corby that is exchangeable exterior panel, and touch feature. The reason why Samsung is using the same name Corby for all its new model is to leverage on the success and product acceptance of Corby. Its called a stimulus generalization strategy where in the consumer generalizes the stimuli based on one or few cues.In this case the stimulus could be the new version of the handset and the cue is the brand name Cue and similar color theme of all the Corby versions.One more company that successfully implemented this concept is Bajaj for its flagship brand Pulsar.(Pulsar 135 [5],Pulsar 150,Pulsar 180,Pulsar 200 DTS-i,Pulsar 220 DTS-Fi Pulsar 220 DTS-i)
