MARKETING CASE STUDY KARBONN MOBILES

Radhika.S.B A 12 Amandeep Singh Lamba A 12 Tanveen Dugal A 43 Renu Dhaka A 54

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Target Audience & Communication Target group : Low Objectives and medium income
Innovative product at affordable prices

customers , Tier 2 cities and villages

Enhance brand image to counteract the redundant messages communicated due to the gap in product and corporate announcements

To bridge the gap between brand and media Varied steps taken by regional and national PR to cater to varied audiences & their needs
To portray Karbonn as the fastest growing mobile brand with focus to position it as the budding mobile phone entity in south asia in span of 2yrs

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Marketing Communication Mix

Public Relations
Press briefings By lined articles Feature stories Press release for product launch & brand associations Media monitoring Crisis management

Direct Selling
One on one interviews Telephone Interactions Product demonstrations

Advertising
Initiating stories with national & international print media

Interactive Marketing
Online contests FAQs for international media Email Interactions

Media monitoring
Official Sponsor of champions league

Result : Wider reach & brand recall among youth SIMS Karbonn Mobiles Slide 3 of 8

Advertising strategy & Big Idea

Association with Taproot India

Multi tasking imagery for Duple series phone A21

Bringing upfront the single minded benefit

dual core processor in the Duple series Smartphones Brand extension Karbonn smart

360 degree creative inputs on TV, print, digital and retail merchandising Official sponsor of the Champions League Twenty20 championship in South Africa (2012)

Connecting with Indian youth with offbeat, humourous and engaging messaging

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SSO MATRIX
Element Option 1 Option 2

Product Class Definition

Low- medium range affordable mobile phones of brand like: Micromax, Nokia Low-end Dual SIM phones, Lava, Spice Mobiles, Lemon Mobiles, Samsung Guru Series For the masses i.e. Low Income consumers Affordable Technology Mobiles phones for everyone, convenient and easily available

Affordable medium range smartphones from Nokia, Samsung, HTC

Middle Income Group

Target Group

Message Element

Faster Processors, truer-to-life screen resolution experience, new range of technologically advanced products like smartphones and tablets under Karbonn Smart

Rationale

Indian Brand Robustness, high Make aspirational brand quality technology to peoples along with convenience and doorsteps easy availability

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Strategic Approach UNIQUE SELLING PROPOSITION

USP at Karbonn Mobiles remaining on Massifying Technology, the brand by bringing the end-user the latest in technological innovations at a value-formoney cost range, entails to take mobility to every Indian hand
Karbonn Mobiles wants to be the Maruti of cell phones- both in after-sales service and customer service Replacing the big giants like Nokia, Samsung from the low end phones market. As a second phone Karbonn presently has 42 products in the market 8 smartphones, 30 feature phones and four tablets Will launch Andriod based 3G tablet Agnee (before Diwali in Oct) for advanced communications and data usage Smartphones are in the price range of Rs 4,400-12,000, Feature phones cost Rs 1,190-3,000. Tablets cost between Rs 5,490-9,990 Karbonn Mobiles is one among the many local companies, like Micromax, that is competing with international brands like Samsung, Nokia, HTC, Apple for Indias smartphone and tablet space

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Open for Questions ??

Thank you !

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