Vikash Kr Singh Bm

8/4/2019 Vikash Kr Singh Bm

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PPT PRESENTATION ON BRANDMANAGENT OF KARBONNMOBILE

SUBMITTED TORESP.SHAMSHARMA SIR

SUBMITTED BYVIKASH KUMAR

SINGH


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INTRODUCTION

Two Indian telecom majors have joined forces totrigger the revolution - UTL and Jaina.

The UTL Group is a multi division telecom groupwith an annual turnover of Rs 1600 crore.

It is a leading Indian telecom powerhouse withinterests that span across manufacturing, services

and distribution. Bangalore

The Jaina Group is a reputed distribution house withinterests in telecom and consumer durables. Delhi

Jaina now present Karbonn: phones that feature theabsolute latest trends in mobile telephony, at

incredible prices.


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PROMOTERS

UTL Managing director- Om Prakash Dua.

Divisional Head- Mr. J Srinivasa Raju.

JAINAGrope chairman Mr. Mannoj Kumar Jain.

Virender Sehwag and Gautam Gambhir.

Pradeep Jain and Sudhir Hasija, who co-foundedKarbonn Mobiles.


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MISSION AND VISION

Our vision is to work with technology that empowerspeople.

People want feature phones but in their price range.

Pradeep Jain- double sales to one million handsets amonth in 2010-11.


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BRAND MANAGEMENT

Brand management is difficult to define because theactual job description varies widely across the vastuniverse of consumer products companies. ManyCPG companies have at least one thing in common,though: They're part of huge conglomerates thatproduce many name-brand products. Size givesthem economies of scale, and a diversity of productsgives them protection against down cycles. Which isnot to say that small mom-and-pop, mail-order

pickle-and-jam companies don't crop up every nowand then and make a serious go of it. They do. Theyaren't where the majority of the jobs are, however-atleast, not until Unilever or Nestl takes them over.


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IMPORTANCE OF BRAND MANAGEMENT

The purpose of brand management is to create apowerful and lasting emotional connection with

customers and other audiences. A brand is a setof elements or brand assets that incombination create unique, memorable,unmistakable, and valuable relationship between

an organization and its customers. The brand iscarried by a set of compelling visual, written andvocal tools tore present the business plan andintentions of an organization.


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BRANDING


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BRAND MANAGEMENT FRAMEWORK

IDENTITY

IMAGE

PERSONALITY

COMMUNICATION

POSITIONING

AWARENESS

EQUITY


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COMPONENT VARIABLES

ELEMENT VARIABLE

IMAGE Associated thoughts

Associated social metaphors & symbols

Associated imagery

Associated beliefs and feeling


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COMPONENT VARIABLES

ELEMENT VARIABLE

PERSONALITY Sincerity about value delivery

Value delivery commitment degree

Technical competence

Imaginative & Innovative

Cheerful

Socially responsiveReliable


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COMPONENT VARIABLES

ELEMENT VARIABLE

COMMUNICATION Available and suitable media

Viral marketing

Word of mouth

Tele marketing

Events


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COMPONENT VARIABLES

ELEMENT VARIABLE

AWARENESS Top of the mind

Recognition of brand

Retention

Faith and Bond generation

Rational and emotional metaphors


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Strategies of Karbonn mobiles

The karbonn mobiles sponsered international

cricketers as a part of their expansion

strategy in champions league.

Indian companies gain higher visibilty and

exposure.

karbonn mobiles are recognised as an

affordable brand in mind of customers.

Outsourcing done from china without any

investemt.


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CONTD

Value at affordable price.

Company is offering competitive margins

to dealers

Multi featured sets at lower cost

price.


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COMPETITORS

Indirect competitors.


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SWOT

Strengths- Its a Indian mobile brand.

Less price and large number of features.

Weaknesses- Battery back up , slow surfing

Opportunities- IPL hosting, people using

Threats- others competitors


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USP OF THE PRODUCT


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ASSOCIATED WITH CRICKET

Karbonn was IPLs official partner mobile phone.

Our partnership IPL is one of the largest business deal.


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KARBONN MOBILES STORES

Karbonn mobile is available in these shops


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Karbonn strategy

Apart from that, Karbonn Mobiles intendsto have five to ten exclusive Karbonn

stores in all the major states of thecountry by the end of this financial year.

About 25 models are currently beingoffered by the company, includingtouchscreen, dual SIM, and multimedia in

both GSM and CDMA spaces. Going forward, the company plans to

launch three to four models every monthacross different segments and price points


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How Karbonn is making its brand

image For building brand awareness, Karbonn Mobiles has

earmarked an investment of Rs 100 crore for thecurrent financial year.

The company sponsored the last India- Sri Lanka

cricket series, which gave the brand much-neededvisibility.

They have invested heavily in cricket to createbrand awareness for Karbonn.

Cricket has been one of the key platforms for theirbranding initiatives since it cuts across all segments

in India and establishes an instant connect with themasses.

This association further marks their commitmentto strengthen the Karbonn brand in India.


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Impact on Existing Players

Market leader Nokia has lost almost 12 per cent market sharesincelast year. Nokia dropped the prices of a large number of its featurephones and has launched a range of feature-packed phones in theRs 5,000-8,000 category.

It has also launched a number of models targeted at the fast-moving sub-Rs 3,000 category, where the churn is the maximum.Even in the smartphone category, it has bring out its low-costqwertyphone C3, which is priced around Rs 5,000-6,000. Soon, Nokia willalso launch two dual sim phones, a category Indian brands haveexcelled in.

Another player, Sony Ericsson, has thrown in the towel byvacatingthe low-end handset market.

The attack is forcing MNCs to change their strategies. After losingthe game in the low-cost basic phones segment, they are nowoffering mid-level handsetsaimed at urban youth and executivesat very attractive prices.

Some of them have even launched new ranges to retaincustomers


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FUTURE PLANES

10% market share in a few year time.

Planning emerging markets of middle East and Africa

540 service center now and in future 1000 in number

Push mail service


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SHORT TERM GOALS

Karbonn mobile should the kyc ie know your

customer.

Karbonn mobile should have powerfulpunchline

Target untapped market


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TARGET CUSTOMERS OF KARBONN

The company targets rural markets as it ha s thefeature of dual sim facility and long lastingbattery.

Preference of consumers is increasingly growingtowards dual sim phones for better connectivity. Posters and banners are being highlighted in

rural market

Consumers prefering lower price phones aremostly targeted The company also addresses saturated urban

markets


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REMARK

Price according customer affordable

User friendly

Mother board problems, service centers

It will better performer, if the problem is removed


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CONCLUSION

Karbonn Mobile Phones are for All

Features and services according to itsprice.

A price worthy phone.

Karbonn, the latest entrant into the greatIndian mobile phone...

Thank you


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Vikash Kr Singh Bm