Karbonn Mobiles

Wamika Shekhawat Vikram Ahuja Saloni Davar Priyanka Datta Harit Mathur Anurag Kaushik

B-04 B-33 B-46 B-55 B-61 B-63

Target Audience
Media People with not-so-deep pockets, who aspire to own a good brand and the latest technology.

Top 5 Communication Objectives

Establish/ Modify Attitudes Increase Media Visibility Communication Objectives Increase Market Penetration Stimulate Interest Build Brand Acceptance

Direct marketing
By lined articles Telephonic Interactions

Public relations and Publicity

Press Briefings Feature stories Press release for product launch Sponsoring events like IPL

Marketing Communications Mix

Events and Experiences Email Interactions Online Contest Bloggers Tech reviewers One on One interviews about the product

Outcome of the Marketing Program

Positioned as one of the avant-garde players in the mobile sector Led to positive feedback from the media Widely noticed and accepted improvement in the communication flow from the agency Reduced/Eliminated communication gaps Led to Karbonn Mobiles attaining maximum visibility Generated clinical coverage and awareness about the company

Advertising Strategy
Associated with cricket (Champions League T20, IPL) : Enter international telecom markets in Africa

BTL activities used aggressively

Big Idea
Brand Propositioned as Value for money
A balance between features, technology, aesthetics and pricing To enhance popularity, reach and impact of smart devices in India Karbonn Smart Initiative

Strategy Selection Outline

Element
Product Class Definition

Strategy
Competing with high end international brands and affordable local brands Aspirational but price conscious Providing affordable high end technology in mobiles Worldwide perception: High end tech comes at soaring prices; we believe in Massifying Technology at affordable prices

Target Group

Message Element

Rationale

Strategic Approaches
BRAND IMAGE POSITIONING Robust yet aggressive marketing approach A 360 degree approach incorporating mix of modern trade, mobile retail outlets, e-commerce, teleshopping and print and digital activities Created a holistic marketing initiative Cutting edge partnerships as part of marketing strategies Tent-pole marketing approach: Sporting events to create brand awareness Customer centric approach: Localized Content Widespread distribution strategy: 90% district coverage across India.

Thank You