8/3/2019 Case Study Micromax

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About Micromax

Micromax, is one of the leading Indian Telecom Company with domestic offices across the country and international

offices in Hong Kong, USA and Dubai. With a futuristic vision and an exhaustive R&D at its helm, Micromax has

successfully generated innovative technologies that have revolutionized the telecom consumer space.

The Micromax ideology stems from its rooted belief in Innovation and delivering nothing short of the best. With a

360 degree advertising and marketing strategy sketched out, the company has an optimistic outlook for the telecom

consumer space.

Micromax has successfully launched mobile phones that meet the needs of a broad segment of customers. The

range varies from high value - entry level handsets to high-end sophisticated mobile phones and the commercials

starts from being as low as Rs.1,750/- to as high as Rs. 16,000/-.

Objective -

To position Micromax as the Leading Indian Brand setting new technology benchmarks for the mobile phone industry

in the country committed to provide the customers with cutting edge technology at pocket friendly price

Result: Major headlines generated

The Challenge

1. To introduce Micromax as a mobile handset manufacturing company delivering innovative mobile phone solutions

2. To position Micromax as a leading Indian brand competing with the established international players

3. To carve a niche segment for the brand in an industry which is crowded with new entrants and regional players

The communication route followed

Press Releases

Key Messaging:

The announcement of new Product Launch and Micromax business tie-ups. Highlighting the technology

prowess and innovative product lineage of Micromax

Product Press Release:

1. Press Release dissemination of X1i Launch in the market

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1. Press Release dissemination of Q3 launch - Nimbuzz tie-up

1. Press Release dissemination of Gravity launch

1. Press Release dissemination of Micromax and BSNL Deal (3G data cards)

1. Press Release dissemination of Micromax and ONGC Deal

1. Press Release dissemination of 3G H360 Launch

Result: Coverage appeared in mainlines, magazines, online media and regional publicationsOne on One Media Interactions

Business Bhaskar:Micromax to invest 250 Cr

Times of India-3G Phones to cost less than Rs 5000 soon

Financial Chronicle-Micromax plans Rs 50 Cr design centre in Beijing

Hindustan Times-Mobile phones will also be remote controlled in near future-Rahul Sharma

Living Digital We create new segments using technology - Rahul Sharma, COO, Micromax

Business standard-Micromax Looking to dilute minor stake

Navabharat Times-Mobile phones-an important part of your lifestyle

Economic Times-Local Mobile phones get upwardly mobile

Product Reviews

Successfully positioned the technology prowess of Micromax by highlighting the innovative product lineage through

product reviews in Product review columns and programmes

Few Product reviews generated in Product launch columns and Programmes

1. NDTV - Gravity review with Cyrus and Rajiv Makhani2. Business Today - Phone for a steal3. Outlook Lounge - Hot Gadgets in4. Hindu Business Line - Be the Buzz5. Indian Express - Double Effect6. ET Now - Q3 review on Technoholic7. Hindu Business Line - Smart Buy- Q3 review8. Var India - X1i review9. The Hindu - Metro Plus - X1i review

Press Meet

Launch of Micromax H360 - Indias first ever operator branded 3G Mobile handset at Qualcomm event

Designed Teaser Campaign to create a buzz

1. Considering the launch of Micromax H360 at a exclusive platform of Qualcomm and the presence of all the major industryplayers at the event we suggested the teaser campaign prior to the launch

2. Designed a teaser campaign in the form of Flower bouquet with the introduction of selected existing handsets ofMicromax and created curiosity in media about the launch of next revolutionizing product

3. Media appreciated the campaign and the teaser helped in brand recall of Micromax at the time of Qualcomm mediacoverage

News created on the launch through media1. Economic Times- MTNL bundles Micromax 3G Handset with Jadoo2. Times of India- 3G phones to cost less than Rs 5000 soon3. Business Standard- Cheapest 3G cell from Micromax4. Financial Express- Micromax 3G handset launched5. CNBC Awaaz- The new 3G handset by Micromax6. Zee News- Micromax H360 with MTNL Jadoo7. News 24- The pocket friendly 3G phone by Micromax

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8. Business Bhaskar- Micromax launches 3G phone with MTNL9. Amar Ujala- Micromax launched the lowest price 3G handset in Indian Market10. Telecom tiger- Micromax, MTNL launch Indias cheapest 3G handset- H360

Result:

1. Successful coordination of the event

2. Successfully organized the teaser campaign to ensure brand recall at the event

3. Generated maximum media turnout at the press conference even after back to back press conferences lineup at the event