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

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.

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

Contents

4c framework

Customer

• Targeting rural market

• Catering to the need of rural customer

• First introduced with the battery back up of 30 days

Company Overview

• Indian Company- located in Gurgaon, Haryana

• Established in 1991

• Has 23 domestic offices across India

• 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:

30 day battery back upDual sim/Standby

Aspirational QWERTY Handset switching networks

Founders

• Four founders-Mr.Rajesh Agarwal, Mr. Sumeet Arora, Mr.Rahul Sharma Mr.Vikas Jain.

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

Competitors

• Earlier-Karbonn, Spice, Lava

• Now- Samsung, Nokia

IDC Report on growth of mobile sales in India,2011

MicromaxKarbonnSpiceOthersLava

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

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13Best Price: Rs. 15399Best Price: Rs. 33299

Competitive analysis

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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

Ace v/s Ninja

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OPPORTUNITIES-Increase penetration in Urban Markets-Entry into International markets

THREATS-Increase competition from Local and International players-Replication of business model by competitors

Micromax

SWOT Analysis

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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

Generation CYoung , Tech savy trend

setters

Infotainers Need to be

informed , on the move

SSTValue for money

FeaturisticDon’t mind

paying the price if the features

are extraordinary

Target Audience

EdutainersLearn with

play

• Educational Institutes, DU

• Schools

• Media

-Bloggers (Mashable, gadgetronica)-Journalists (Business, Technology eg. Mr. Rajiv Makhni)

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Stake Holders

Target MediaTarget media

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

Internal communication

• Confidence Building Sessions

• Success parties

• Congratulatory E-mails on meeting targets

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

This HOLI … Colors CAN Come Alive!

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

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

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”

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- 102 months activity

15 lacs

CAMPAIGNS EXPENDITURE AREAS

TOTAL COST(appro

x INR)

I-CAN •Celebrity •Setup•MC & Promoter•Gift Hampers•Media

25 Lacs

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

Just a Missed call Away

• Get registered with ‘Micromax world’ post purchase for warranted after sale service

• Micromax Kiosks for instant repair

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

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

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)

CAMPAIGNS EXPENDITURE AREAS

TOTAL COST(approx

INR)

HOOK-ed UP!! • NDTV tie up•Venue•Refreshment•Transport and souvenirs•MC

8 Lacs

CanvaSite•Set up•Radio tie up 104•Photographer•Gifts and MC

4 Lacs

CAMPAIGNS EXPENDITURE AREAS

TOTAL COST(approx

INR)

Flash Mobs • India’s Got Talent Dancers,NSD•Grafitti Artists•Media

2 Lacs

Company Charges

TOTAL

20 Lacs

74,50,000

Timeline

ACTIVITY MAR APR MAY JUNE JULY AUG

Colors can come alive

I CAN CampaignCANvasite

Missed Call

HOOKed UP

Metro Buzz

Acknowledgements• God and Parents• Prof. Ramola Kumar• Mr. Samir Kapur• Ms. Rupanjali Lahiri• PGDPC- 17 and 18