ADVERTISEMENT STRATEGY

PRESENTED BY
HASSAN O TOBI
JIBIN JOSEPH
KOLLURI REVANTH
KUMAR KRIPA GHIMIRE
L RAJEN VORA LEWA
TSHILONDA

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 Processor
Blow to unlock
13 Mega Pixel Camera
Vertical Panorama
Pin 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, its already looking to challenge the
mighty Samsungs 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 AUDIENCE

DEMOGRAPHIC 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 days 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
TOI
HT
DC
DAINIK JAGRAN

- DIGITAL MEDIA
SOCIAL NETWORKING SITES
YOUTUBE

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
different

Non 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 STRATEGY
TARGET AUDIENCE

WHO IS TO BE REACHED? Youth, employed, middle aged tech savvys

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 50lacs
Media Spending: Rs 7crores

THANK YOU