Micromax pr plan

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Micromax pr plan

  1. 1. Public Relation Solutions - India • Founded in 2001 • Strategic communications partner to several global companies • An unmatched tradition to develop innovative campaigns • Unparalleled experience in issues management and comprehensive median relations
  2. 2. Vision Provide gold standard performance – for our clients, our people and our shareowners – as one seamless, global business with a single culture. Mission To create superior value. By providing them with the best in strategic, integrated communications counsel and effective implementation, we will help them achieve the business results they seek.
  3. 3. Contents 1. 4C Framework of Micromax 2. Product and service Analysis 3. SWOT Analysis 4. Client Brief 5. Target Audience 6. Communication Objectives & Strategy 7. Campaign Approach
  4. 4. 4c framework Customer • Targeting rural market • Catering to the need of rural customer • First introduced with the battery back up of 30 days
  5. 5. Company Overview • Indian Company- located in Gurgaon, Haryana • Established in 1991 • Has 23 domestic offices across India
  6. 6. • 12th largest handset manufacturer in the World ( Global Handset Vendor Market share report from Strategy Analytics) • leads the Indian tablet market with a share of 18.4%, ahead of Samsung and Apple (Cybermedia study,2012) • First to introduce: Aspirational QWERTY Dual sim/Standby Handset switching networks 30 day battery back up
  7. 7. Founders • Four founders-Mr.Rajesh Agarwal, Mr. Sumeet Arora, Mr.Rahul Sharma Mr.Vikas Jain.
  8. 8. Context • India is the second largest and the fastest growing telecom market.-TRAI • Currently around 250 million handsets are sold annually • By 2014, it is expected to grow to around 400 million handsets
  9. 9. Competitors • Earlier-Karbonn, Spice, Lava • Now- Samsung, Nokia IDC Report on growth of mobile sales in India,2011 Micromax Karbonn Spice Others
  10. 10. Products and Services • • • • Feature Phones Smart Phones Funbook- Tablets Datacard “Upcoming Innovations” - Solar phones, mosquito-repellent phone and a phone that doubles up as a computer mouse
  11. 11. Competitive analysis Best Price: Rs. 33299 Best Price: Rs. 15399 13
  12. 12. Ace v/s Ninja Brand Micromax Samsung Model A87 Ninja 4 Galaxy Ace Duos GSM Display Colour 4.0 Inches (10.1 Inches), WVGA TFT Capacitive Touchscreen, 262K Colors 3.5 Inches (8.89 Cms), TFT Capacitive Touchscreen, 262K Colors Display Size 480X800 pixels 320X480 pixels CPU Yes, 1 GHz Qualcomm Processor Yes, 832 MHz Processor Mobile Price Rs.5,890 Rs.5,949 14
  13. 13. SWOT Analysis STRENGHTHS -Innovative Products & Features WEAKNESS -Weak Brand image in urban areas -Low cost of Production -Perception of Low Quality Chinese brand -Effective Promotion campaigns -Poor after sales service Micromax OPPORTUNITIES THREATS -Increase penetration in Urban Markets -Increase competition from Local and International players -Entry into International markets -Replication of business model by competitors 15
  14. 14. Client brief •The PR requirement is to develop a communications plan to support the company’s renewed business strategy which is the launch Canvas 2 HD •Build the Micromax success story • To establish a high brand recall among the youth •Upgrade the perception in the consumers mind The PR should include traditional and social media outreach strategies and tactics 16
  15. 15. Generation C Young , Tech savy trend setters Target Audience Infotainers Need to be informed , on the move Featuristic Don’t mind paying the price if the features are extraordinary SST Value for money Edutainers Learn with play
  16. 16. • Educational Institutes, DU • Schools • Media -Bloggers (Mashable, gadgetronica) -Journalists (Business, Technology eg. Mr. Rajiv Makhni)
  17. 17. Employees Government Stake Holders Telecom regulatory authority of India Telecom ministries 19
  18. 18. Target media Target Media
  19. 19. Communication objectives • To position it in the mind of customers as the preferred brand • To concentrate more on potential urban and youth market to make a global presence in the market • To showcase Canvas 2 as a window into company’s future • Underlining their commitment to ‘affordable innovation’ through quality products like tablets and smart phones • To work as an overall corporate communications team
  20. 20. Internal communication • Confidence Building Sessions • Success parties • Congratulatory E-mails on meeting targets
  21. 21. Building the Success Story • Storyline: • Micromax brand journey- then and now • How it all started? • • • • Focus: Data points and facts to support talk points Canvas HD blows away the market Innovation (solar phone - NEW !, Hook Up ) • Target Media: CNBC storyboard/ Brand Equity, Forbes, Business Today Pitch for interviews with the founder members
  22. 22. This HOLI … Colors CAN Come Alive!
  23. 23. Come Alive with MICROMAX • Run the contest online , where-in people share their experiences on the pranks they play on Holi- quirky, crazy experiences • Upload pictures, videos of their colorful moments of HOLI • Micromax will make the winners Holi special by gifting them Micromax smart phones
  24. 24. Capture ‘Colors of Joy’ • Put Micromax PC kiosks in CCD in key youth centres in Delhi, encouraging people to write their “colorful moments” on either Facebook or Twitter (e.g. #colorsofjoy) • By participating in this, they will be entitled to a 10% discount
  25. 25. I – CAN campaign • Canvas screen – paint your imagination • Jigsaw Puzzles of Micromax • Experience playing games on the big screen Pitch -as creative campaigns in Afaqs and other online media - a section in Delhi Times “ I - CAN”
  26. 26. Budget CAMPAIGNS EXPENDITURE AREAS TOTAL COST(appro x INR) Colors CAN Come Alive • Gifts (Ninja),weekly activity for 2 months 50K Color of joy •Tie up with 10 CCDs •Kiosks •Promoters- 10 2 months activity 15 lacs
  27. 27. CAMPAIGNS I-CAN EXPENDITURE AREAS •Celebrity •Setup •MC & Promoter •Gift Hampers •Media TOTAL COST(appro x INR) 25 Lacs
  28. 28. Be a CanvaSite ! • Micromax – “CanvaSite of 2013” in DU colleges • Paint the wall , the best graffiti gets printed on the box of Canvas HD Pitched in HT CITY, Radio Fever 104 FM tie up
  29. 29. Just a Missed call Away • Get registered with ‘Micromax world’ post purchase for warranted after sale service • Micromax Kiosks for instant repair
  30. 30. Stay HOOKed Up! Event -Bloggers meet (Micro 2 Max) • Feature and apps of Canvas • Product Quiz- test recall? • Memory Game • Crossword Attended by :Tech Journalists, Bloggers , Micromax users Pitch for Gadget Guru , HTBrunch
  31. 31. Metro Buzz • Inaugurated by Ms. Kiran Bedi tie up with Navjyoti • Flash Mobs - Dancers of India’s got Talent - NSD- safety for women • Grafitti of Micromax- Innovation Station Pitch for D.U. Beat , Delhi Times , HT City, Afaqs ,Suburb magazine, TOI, Business Bhaskar
  32. 32. Sustain The Launch Buzz • Product Reviews – NDTV, CNBC, Times of India • Ad reviews/ marketing-led stories – Target media: Economic Times Brand Equity/ BS Strategist/ NDTV All About Ads/ CNBC Storyboard • Feature stories on apps/ features of Glory – Target media: Hindustan Times/ Sunday Times of India/ Business Standard Weekend/ Sunday Economic Times/ Indian Express (any two publications)
  33. 33. CAMPAIGNS HOOK-ed UP!! CanvaSite EXPENDITURE AREAS TOTAL COST(approx INR) • NDTV tie up •Venue •Refreshment •Transport and souvenirs •MC 8 Lacs •Set up •Radio tie up 104 •Photographer •Gifts and MC 4 Lacs
  34. 34. CAMPAIGNS Flash Mobs EXPENDITURE AREAS • India’s Got Talent Dancers,NSD •Grafitti Artists •Media Company Charges TOTAL COST(approx INR) 2 Lacs 20 Lacs TOTAL 74,50,000
  35. 35. Timeline ACTIVITY Colors can come alive I CAN Campaign CANvasite Missed Call HOOKed UP Metro Buzz MAR APR MAY JUNE JULY AUG
  36. 36. Acknowledgements • • • • • God and Parents Prof. Ramola Kumar Mr. Samir Kapur Ms. Rupanjali Lahiri PGDPC- 17 and 18

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