ADVERTISEMENT STRATEGY

Submitted to

PROF. K.K.SRIVASTAVABy

GROUP M123SRI HARSHA K

MOHAMED ARSHAD

INTRODUCTION Micromax is an Indian consumer electronics company located in Gurgaon, Haryana, India. It focuses on the manufacturing of

• Mobile phones

• Tablets

• Data cards

• LED televisions.

It has 23 domestic offices across the country and international offices in Hong Kong and Dubai. Presently, the company has about 1900 employees.

The company has a 24% market share in the Smartphone segment in India as per the CMR report for April 2013.

It is currently in ranked 2nd position in India in terms of market share next to Samsung

Has the capability to overtake Samsung by 2014 A television advertising campaign on satellite cricket

channels has helped the company to gain customers. This year with the release of canvas 4 it entered a new

segment i.e. mid range Smartphone's with the subbrand named “CANVAS”.

SPECIAL FEATURES OF CANVAS 4

Sleek anodized aluminium body 1.2 GHz Cortex A7 Quad Core ProcessorBlow to unlock13 Mega Pixel Camera Vertical PanoramaPin a video Peeka BOO!Smile from EAR to EAR and lot more…

POSITIONING

• CURRENT POSITONING: The Company has decided to enter the mid-range

smartphone space with the Canvas 4.

DESIRED POSITIONING: After becoming the biggest domestic smartphone

brand, it’s already looking to challenge the mighty Samsung’s dominance in India.

OBJECTIVES OF THE ADVERTISING CAMPAIGN

To Increase Sales Volume and to create better Market Share.

To enable target audience to take purchase oriented action.

“LIVE LIFE ENDLESS”Image Makeover from ‘cheap Chinese knock

off’ to premium imagery.

PROFILE OF TARGET AUDIENCEDEMOGRAPHIC PROFILE

•Age: 18 years Youth, Employed, Middle aged

•Gender: Both Male & Female

•Occupation: Students, Employed professionals

•Income Group: Middle class, upper middle class

PSYCHOGRAPHIC PROFILE•Attitude: Brand cautious, who wants to lead the group

•Interest: Who want to upgrade from normal smartphones

•Desire: who wants full value for money where he can get all the features of high priced phones

Contd..

GEOGRAPHIC PROFILE: Tier 1, 2, 3 cities

BEHAVIORAL PROFILE: Now a day’s people are changing their phones minimum twice in a year because of the rapid change in technological advancement. Purchase decision is definitely not impulse but after a certain research and reviews among the website.

Contd.. MEDIAGRAPHIC PROFILE

Media which most of our target audience consults are -Television

MTV SONY SET MAX

STAR PLUS ZOOM SAHARA BINDAS -Print - DIGITAL MEDIA SOCIAL NETWORKING SITES TOI YOUTUBE

HT DC DAINIK JAGRAN

MESSAGE STRATEGY

• The Advertiser has exaggerated the unique features of the product.

• After going through the message generated by the ad, the target audience should feel impressed by the unique features of the product. He should feel the need to buy the product.

CREATIVE MIX

Verbal elements and their purpose of use• Exaggeration of the main features to show that their phone is

differentNon verbal elements deployed and their purpose of use• Involves in the persons daily life like taking pictures, watching

videos, etc

Appeals used are • Rational: Advanced features, Ease of use.• Emotional: Love/Affection, Feel good.

MEDIA STRATEGYTARGET AUDIENCE

• WHO IS TO BE REACHED? Youth, employed, middle aged tech savvy’s• WHEN? While reading tech magazines, while watching tech programs, youth

programs, music channels• WHERE? TV, Internet, newspapers, magazines.• HOW OFTEN? TV (twice a day), Print (twice in a week in different

newspapers)

SCHEDULING OF ADVERTISING

The overall duration of the campaign was around 3 months and the scheduling pattern was continuous.

ADVERTISING BUDGET

Overall Budget: 15crores The allocation of the Budget is as follows

Creative Charges: Rs 50lacsMedia Spending: Rs 7crores

THANK YOU