Imc Assgmnt 2

7/27/2019 Imc Assgmnt 2

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MARKETING CASE STUDY

KARBONN MOBILESRadhika.S.B A 12

Amandeep Singh Lamba A 12

Tanveen Dugal A 43

Renu Dhaka A 54

SIMS Karbonn Mobiles Slide 1 of 8



Target Audience & Communication

ObjectivesTarget group : Low

and medium income

customers , Tier 2cities and villages

Innovative product at affordable prices

Enhance brand image to counteract the redundant messages

communicated due to the gap in product and corporate

announcements

To bridge the gap between brand and media

Varied steps taken by regional and national PR to cater

to varied audiences & their needs

To portray Karbonn as the fastest growing mobile brand with

focus to position it as the budding mobile phone entity in south

asia in span of 2yrs




Marketing Communication Mix


Public Relations

• Press briefings

• By lined articles

• Feature stories

• Press release for

product launch &brand associations

• Media monitoring

• Crisis management

Direct Selling

• One on one

interviews

• Telephone

Interactions

• Product

demonstrations

Advertising

Initiating stories

with national &

international

print media

Mediamonitoring

Official Sponsor

of champions

league

Interactive

Marketing

• Online contests

• FAQ’s for

internationalmedia

• Email

Interactions

Result : Wider reach &

brand recall among

youth



Advertising strategy & Big Idea

Association withTaproot India

Multi tasking

imagery for ‘Duple

series’ phone A21

‘Connecting withIndian youth with

offbeat, humourousand engaging

messaging

Bringing upfront thesingle minded

benefit

dual core processor

in the Duple series

Smartphones

Brand extension

Karbonn smart

360 degree creative

inputs on TV, print,

digital and retail

merchandising

Official sponsor of

the ChampionsLeague Twenty20championship in

South Africa (2012)




SSO MATRIXElement Option 1 Option 2

Product Class Definition

Low- medium range

affordable mobile phones of

brand like: Micromax,

Nokia Low-end Dual SIM

phones, Lava, Spice Mobiles,

Lemon Mobiles, Samsung

Guru Series

Affordable medium range

smartphones from Nokia,

Samsung, HTC…

Target Group

For the masses i.e. Low

Income consumers

Middle Income Group

Message Element

Affordable Technology

Mobiles phones for everyone,

convenient and easily

available

Faster Processors, truer-to-life

screen resolution experience,

new range of technologically

advanced products like

smartphones and tablets

under “Karbonn Smart”

Rationale

Indian Brand Robustness, high

quality technology to people’s

doorsteps

Make aspirational brand

along with convenience and

easy availability





Karbonn Mobiles wants to be the Maruti of cell phones- both in after-sales service and customer service

Replacing the big giants like Nokia, Samsung from the low end phones market. As a second phone

Karbonn presently has 42 products in the market –

8 smartphones, 30 feature phones and four tablets

Will launch Andriod based 3G tablet Agnee (before Diwali in Oct) for advanced communications and

data usage

Smartphones are in the price range of Rs 4,400-12,000, Feature phones cost Rs 1,190-3,000. Tablets cost

between Rs 5,490-9,990

Karbonn Mobiles is one among the many local companies, like Micromax, that is competing with

international brands like Samsung, Nokia, HTC, Apple for India’s smartphone and tablet space

Strategic Approach

UNIQUE SELLING PROPOSITION

USP at Karbonn Mobiles remaining on ‘Massifying Technology’, the brand by

bringing the end-user the latest in technological innovations at a value-for-

money cost range, entails to take mobility to every Indian hand



Open for Questions ??

Thank you !


Documents

Imc Assgmnt 2