Your SlideShare is downloading. ×
Imc micromax
Imc micromax
Imc micromax
Imc micromax
Imc micromax
Imc micromax
Imc micromax
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×
Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

Imc micromax

782

Published on

Published in: Social Media, Business, Technology
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
782
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
56
Comments
0
Likes
0
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide

Transcript

  • 1. A Product Project Report On IMC TOOLS USED BY MICROMAX MOBILE Prepared by Harshad trada Submitted to Prof.asif memdani Institute name Noble group of institution- junagadh Academic year 2012-14
  • 2. IMC (Integrated Marketing Communication) tools used by MICROMAX IMC Communication Tools IMC Communication Tools Advertising Direct Marketing Interactive/ Internet Marketing Sales Promotion Publicity/Public Relations Personal Selling
  • 3. INTRODUCTION OF MICROMAX MOBILE Advertising is theone of thebiggest tool to development of integrated mar ketingcommunication. So the Micromax uses IMC tools to promote the product and build the strong image of the brand in the consumers mind. Integrated Marketing Communication (IMC) is the practice of unifying all marketing communication tools so the send a consist, persuasive massage promoting company goals. With a 360 degree advertising and marketing strategy sketched out, the company has an optimistic outlook for the telecom consumer space. Currently present in more than 40,000 stores cross the country, the company plans to have an aggressive market incursiontoreachout to its customers through 70,000 operational stores in the coming year. Micromax, the 12th largest handset manufacturer in the world, started as an IT software company in the year 2000 working on embedded platforms. In 2008, it entered the mobile handset business and by 2010, it became one of the largest Indian domestic mobile handsets company by offering unique yet affordable innovations. Through its emphasis on adapting to the changing market dynamics, introducing feature-rich phones and smart phones that are innovative and unique, Micromax has today 22 per cent market share in the Smart phone segment in India. Though the company has many firsts to its credit when it comes to the mobile handset market including the 30-day battery backup, dual SIM, QWERTY Keypad, Universal Remote Control Mobile Phone etc., Micromax had to fight the giant Nokia, who was the market leader at that time in the handset market. The following tools of IMC are being used by Miramax: For marketing of its products the company is riding on two enduring Indian obsessions– sports and films–to build its brand. Following up on its association with the popular Twenty20 cricket Indian Premier League(IPL), Micromax, a brand that is less than three years old, has become the title sponsor of a l m o s t a l l t o u r n a m e n t s a n d s e r i e s o f w h i c h I n d i a i s a p a r t , i n c l u d i n g t h e r e c e n t l y concluded Asia Cup, the forthcoming India -Sri Lanka Test series and the India -New Zealand-Sri Lanka tri-series in August. The objective behind the cricket “roadblock”, as such behavior is termed in advertising, is to drive brand awareness and recall. The company believes that while cricket may boost a brand instantly, viewers may still not remember the brand after the match or the t o u r n a m e n t . E v e n i f c o n s u m e r s r e m e m b e r a s e r i e s , t h e y m a y n o r e m e m b e r t h e a d v e r t i s e r s . T h a t ’ s w h e n t h e y t h o u g h t o f a r o a d b l o c a d d e c i d e d t o s p o n s o r a l l cricketing properties post IPL.Bollywood is also a major platform for the brand, which is targeting consumer’s between18 and 27 years. Bollywood’s most bankable star Akshay Kumar was signed on as the brand ambassador six months ago. More recently, his wife Twinkle Khanna was engaged to promote Micromax’s bringing phone that comes with Swarovski crystals and a vanity mirror. To push its association with films, the firm also sponsored the IIFA (International Indian Film Academy) Awards held in Sri Lanka, where Micromax recently launched its phones. The brand is now ready to enter Bangladesh and West Asia.
  • 4. Advertising:- Broadcast media Micromax use television to broadcast their advertisements. Apart from using cricket, films, celebrity Micromax also advertise through news papers. They also utilize hoarding and bill boards to advertise their products. Prime site recently kicked off a month-long campaign for Micromax mobile phones in Delhi, executed mostly through hoardings. Going further, this promotion will be extended to the other regions of northern India as well. On the brief and objective of the campaign. The city of launch was Delhi to start with, and post which we did the launch in Patna and Jaipur. Indore is next in line. There are more cities where the campaign will be launched in the near future for which we would be briefed accordingly. All the Medias used by Micromax are very carefully selected as to reach its target audience and through each medium the innovative aspect of the product is portrayed. Be Sociable, Share! Direct marketing Tell us customers will receive Scratch n’ Match cards in the mail. These will be similar to lottery tickets, in the way that you have to scratch the card and if your symbols. Pictures of the Micromax canvas match, then you win a prize. Everyone will win a Prizes can be collected at the “Find your Match” event, and the direct mail piece will also act like an invitation to the event. A group of Nokia representatives will be appearing at major festivals in Ottawa, Toronto, and Vancouver. They will set up a Micromax canvas booth that will provide information about the phone, and plans available with Telus. The “Find Your Match” game will be available at every booth, along with draws for a free phone, and information regarding our Find Your Match event. Every street team will come equipped with Micromax canvas features] puzzlestickers as a promotion for our event. The booth will also include one of our Micromax canvas phone Booths to help people who have been separated from their group, or anyone who needs to borrow a phone.
  • 5. The strategically developed advertisement campaign by Micromax, targeting Apple iPhone might be little cheeky but the company is anticipating good response to it. The latest print advertisement released by the company to promote Micromax A70 android phone with the tagline "i can afford this phone" resembles the most stunning product for apple, the "Apple iPhone". Micromax, which is doing good business in the Indian market and has already become a threat for Nokia. It is now targeting on Apple iPhone with the release of Micromax A70 Android Smartphone. According to the top executives of the company the advertisement strategy adopted is not to override the Apple iPhone, but to convey the message that A70 is one among the best android smart phones at an affordable price. Internet marketing:- Direct target through the two website to get more consumers. The Micromax mobile introduce to a specific marketing strategy to target audience and sale the mobile. Generate revenue through purchase of Micromax to get more effective marketing of Micromax Company. Micromax uses the internet to promote its products. The company has its own website, which is quite simple to navigate through. The website allows customers to become interactive through the various mobile games, contests, application, and through a special section of the website that enables consumers to find out how they can help their community. Also in the modern era of communication and networking, the company uses various social networking sites like Face book, YouTube, Twitter to connect with the consumers and aware the customer about Micromax mobile.. The internet marketing thus helps to reach to those consumers who can’t afford to spend time on T.V and are always online. Sales promotion:- For marketing of its sales products the company is riding on two enduring Indian obsessions–sports and films–to build its brand. Following up on its association with the popular Twenty20 cricket Indian Premier League (IPL), Miramax, a brand that is less than three years old, has become the title sponsor of almost all tournaments and series of which India is a part, including the recently concluded Asia Cup, the forthcoming India-Sri Lanka Test series and the India-New Zealand-Sri Lanka tri-series in August. The objective behind the cricket “roadblock”, as such behavior is termed in advertising, is to drive brand awareness and recall. The company believes that while cricket may boost a brand instantly, viewers may still not remember the brand after the match or the tournament. Even if consumers remember a series, they may not remember the advertisers. That’s when they thought of a roadblock and decided to sponsor all cricketing properties post IPL. Bellwood is also a major platform for the brand, which is targeting consumers between 18 and 27 years. Bellwood’s most bankable star Akshay Kumar was signed on as the brand ambassador six months
  • 6. ago. More recently, his wife Twinkle Khanna was engaged to promote Micromax’s bring phone that comes with Swarovski crystals and a vanity mirror. To push its association with films, the firm also sponsored the IIFA (International Indian Film Academy) Awards held in Sri Lanka, where Micromax recently launched its phones. The brand is now ready to enter Bangladesh and West Asia. The latest promotional activity by Micromax is Micromax ‘Fly to Brazil’ contest. To participate in this contest you have to buy the Micromax mobile handset. Just answer the simple questions and send it to 56882. The 3 lucky winners will get chance to go to Brazil at Khatron ka Khiladi set for 3 days and all expenses will be of Micromax. Isn’t interesting trick to attract the consumers. Micromax mobile has spending its lot of budget in doing promotional activities and has allocated Rs.100 for marketing communication. As per sources Micromax mobile is planning to spend further 60% in ATL and 40% in BTL promotional activities. Micromax mobile offers the mobile phones loaded with all multimedia features like in built Camera, web browsing, FM radio, MP3 player, Video player, Games and lots more. The prices of the Micromax mobile are very reasonable as compare to other mobile brands. In short its gives all high tech features in a low price. Micromax is fulfilling the requirement of all these segments like business men, college goers, house wives, Professionals and entry level group. The cool and most demanded mobile phones by Micromax mobile are Micromax Q3 ezpad, Micromax Q7, Micromax Q55 Bling, Micromax W900, Micromax Q6, Micromax X1i and Micromax X500. These are some of the top most selling mobiles phones of Micromax. Publicity/public relation:- A company’s most valuable ally is the press, this is our direct voice to our audience. Après release will be sent to expose newspaper readers within our demographic to tell people about out the Find Your Match event. The press release is a good way for the event to achieve more credibility in the eyes of the reader because it is not a straight advertisement. This is also a good way to get attention with at no added cost to Micromax. This will allow us to reach our target audience in a way that will not seem so direct. They will be lead to believe that the event was impressive enough to capture the attention of an established publication. This will make the reader less reluctant to attend and encourage them to be more open to the idea of the event in general. Personal selling:- Phone companies have begun selling personal data, such as addresses, Web browsing history, apps downloaded, and videos watched, to the highest bidder, CNNMoney reports. In mid-October, Verizon Wireless changed its privacy policy to allow the company to record customers' location data and Web browsing history, combine it with other personal information
  • 7. like age and gender, aggregate it with millions of other customers' data, and sell it on an anonymous basis. Personal data such as that could be very useful — and lucrative — to third-party companies who wanted to figure out, for example, the best place to open a new pet store. The owner could buy a marketing report from Verizon about a designated area. The report might reveal which city blocks get the most foot or car traffic from people whose Web browsing history reveals that they own pets. According to CNNMoney, Verizon is the first mobile provider to publicly admit that it is actually selling customer information directly to businesses — all for financial gain. All four national carriers use aggregated customer information to help outside parties target ads to their subscribers. AT&T, Sprint and T-Mobile insist that subscriber data is never actually handed over to third-party vendors.

×