MARKETING CASE STUDY KARBONN MOBILES Radhika.S.B A 12 Amandeep Singh Lamba A 12 Tanveen Dugal A 43 Renu Dhaka A 54 SIMS Karbonn Mobiles Slide 1 of 8
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MARKETING CASE STUDY
KARBONN MOBILESRadhika.S.B A 12
Amandeep Singh Lamba A 12
Tanveen Dugal A 43
Renu Dhaka A 54
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Target Audience & Communication
ObjectivesTarget group : Low
and medium income
customers , Tier 2cities and villages
Innovative product at affordable prices
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
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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
Mediamonitoring
Official Sponsor
of champions
league
Interactive
Marketing
• Online contests
• FAQ’s for
internationalmedia
Interactions
Result : Wider reach &
brand recall among
youth
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Advertising strategy & Big Idea
Association withTaproot India
Multi tasking
imagery for ‘Duple
series’ phone A21
‘Connecting withIndian youth with
offbeat, humourousand engaging
messaging
Bringing upfront thesingle 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 ChampionsLeague Twenty20championship in
South Africa (2012)
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SSO MATRIXElement 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
Affordable medium range
smartphones from Nokia,
Samsung, HTC…
Target Group
For the masses i.e. Low
Income consumers
Middle Income Group
Message Element
Affordable Technology
Mobiles phones for everyone,
convenient and easily
available
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
quality technology to people’s
doorsteps
Make aspirational brand
along with convenience and
easy availability
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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 India’s smartphone and tablet space
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-for-
money cost range, entails to take mobility to every Indian hand
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Open for Questions ??
Thank you !
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