2. Public Relation Solutions - India
• Founded in 2001
• Strategic communications partner to several global
companies
• An unmatched tradition to develop innovative
campaigns
• Unparalleled experience in issues management and
comprehensive median relations

3. Vision
Provide gold standard performance – for our clients, our people and our
shareowners – as one seamless, global business with a single culture.
Mission
To create superior value. By providing them with the best in strategic,
integrated communications counsel and effective implementation, we will help
them achieve the business results they seek.

4. Contents
1.
4C Framework of Micromax
2. Product and service Analysis
3. SWOT Analysis
4. Client Brief
5. Target Audience
6. Communication Objectives & Strategy
7. Campaign Approach

5. 4c framework
Customer
• Targeting rural market
• Catering to the need of rural customer
• First introduced with the battery back up of 30 days

6. Company Overview
• Indian Company- located in
Gurgaon, Haryana
• Established in 1991
• Has 23 domestic offices across India

7. • 12th largest handset manufacturer in the World ( Global Handset
Vendor Market share report from Strategy Analytics)
• leads the Indian tablet market with a share of 18.4%, ahead of Samsung
and Apple (Cybermedia study,2012)
• First to introduce:
Aspirational QWERTY
Dual sim/Standby
Handset switching networks
30 day battery back up

8. Founders
• Four founders-Mr.Rajesh Agarwal, Mr. Sumeet Arora,
Mr.Rahul Sharma Mr.Vikas Jain.

9. Context
• India is the second largest and the fastest growing telecom market.-TRAI
• Currently around 250 million handsets are sold annually
• By 2014, it is expected to grow to around 400 million handsets

10. Competitors
• Earlier-Karbonn, Spice, Lava
• Now- Samsung, Nokia
IDC Report on growth of mobile
sales in India,2011
Micromax
Karbonn
Spice
Others

12. Products and Services
•
•
•
•
Feature Phones
Smart Phones
Funbook- Tablets
Datacard
“Upcoming Innovations”
- Solar phones, mosquito-repellent phone and a
phone that doubles up as a computer mouse

13. Competitive analysis
Best Price: Rs. 33299
Best Price: Rs. 15399
13

14. Ace v/s Ninja
Brand
Micromax
Samsung
Model
A87 Ninja 4
Galaxy Ace Duos GSM
Display Colour
4.0 Inches (10.1 Inches),
WVGA TFT Capacitive
Touchscreen, 262K Colors
3.5 Inches (8.89 Cms), TFT
Capacitive Touchscreen,
262K Colors
Display Size
480X800 pixels
320X480 pixels
CPU
Yes, 1 GHz Qualcomm
Processor
Yes, 832 MHz Processor
Mobile Price
Rs.5,890
Rs.5,949
14

15. SWOT Analysis
STRENGHTHS
-Innovative Products & Features
WEAKNESS
-Weak Brand image in urban areas
-Low cost of Production
-Perception of Low Quality Chinese
brand
-Effective Promotion campaigns
-Poor after sales service
Micromax
OPPORTUNITIES
THREATS
-Increase penetration in Urban
Markets
-Increase competition from Local and
International players
-Entry into International markets
-Replication of business model by
competitors
15

16. Client brief
•The PR requirement is to develop a communications plan to support the
company’s renewed business strategy which is the launch Canvas 2 HD
•Build the Micromax success story
• To establish a high brand recall among the youth
•Upgrade the perception in the consumers mind
The PR should include traditional and social media outreach strategies and
tactics
16

17. Generation C
Young , Tech
savy trend
setters
Target
Audience
Infotainers
Need to be
informed , on
the move
Featuristic
Don’t mind
paying the price
if the features
are
extraordinary
SST
Value for
money
Edutainers
Learn with
play

18. • Educational Institutes, DU
• Schools
• Media
-Bloggers (Mashable, gadgetronica)
-Journalists (Business, Technology eg. Mr. Rajiv Makhni)

19. Employees
Government
Stake
Holders
Telecom
regulatory
authority of
India
Telecom
ministries
19

20. Target media
Target Media

21. Communication objectives
• To position it in the mind of customers as the preferred brand
• To concentrate more on potential urban and youth market to make a
global presence in the market
• To showcase Canvas 2 as a window into company’s future
• Underlining their commitment to ‘affordable innovation’ through quality
products like tablets and smart phones
• To work as an overall corporate communications team

22. Internal communication
• Confidence Building Sessions
• Success parties
• Congratulatory E-mails on meeting targets

23. Building the Success Story
•
Storyline:
• Micromax brand journey- then and now
• How it all started?
•
•
•
•
Focus:
Data points and facts to support talk points
Canvas HD blows away the market
Innovation (solar phone - NEW !, Hook Up )
• Target Media:
CNBC storyboard/ Brand Equity, Forbes, Business Today
Pitch for interviews with the founder members

24. This HOLI … Colors CAN Come
Alive!

25. Come Alive with MICROMAX
•
Run the contest online , where-in people share
their experiences on the pranks they play on
Holi- quirky, crazy experiences
•
Upload pictures, videos of their colorful
moments of HOLI
•
Micromax will make the winners Holi special
by gifting them Micromax smart phones

26. Capture ‘Colors of Joy’
•
Put Micromax PC kiosks in CCD in key youth centres in
Delhi, encouraging people to write their “colorful moments”
on either Facebook or Twitter
(e.g. #colorsofjoy)
•
By participating in this, they will be entitled to a 10% discount

27. I – CAN campaign
• Canvas screen – paint your imagination
• Jigsaw Puzzles of Micromax
• Experience playing games on the big screen
Pitch
-as creative campaigns in Afaqs and other online
media
- a section in Delhi Times “ I - CAN”

28. Budget
CAMPAIGNS
EXPENDITURE
AREAS
TOTAL
COST(appro
x INR)
Colors CAN Come
Alive
• Gifts (Ninja),weekly activity for 2 months
50K
Color of joy
•Tie up with 10 CCDs
•Kiosks
•Promoters- 10
2 months activity
15 lacs

29. CAMPAIGNS
I-CAN
EXPENDITURE
AREAS
•Celebrity
•Setup
•MC & Promoter
•Gift Hampers
•Media
TOTAL
COST(appro
x INR)
25 Lacs

30. Be a CanvaSite !
•
Micromax – “CanvaSite of 2013” in DU
colleges
•
Paint the wall , the best graffiti gets
printed on the box of Canvas HD
Pitched in HT CITY, Radio Fever 104 FM tie up

31. Just a Missed call Away
• Get registered with ‘Micromax world’ post
purchase for warranted after sale service
• Micromax Kiosks for instant repair

32. Stay HOOKed Up!
Event
-Bloggers meet (Micro 2 Max)
• Feature and apps of Canvas
• Product Quiz- test recall?
• Memory Game
• Crossword
Attended by :Tech Journalists, Bloggers
, Micromax users
Pitch for Gadget Guru , HTBrunch

33. Metro Buzz
• Inaugurated by Ms. Kiran Bedi tie up with Navjyoti
• Flash Mobs
- Dancers of India’s got Talent
- NSD- safety for women
• Grafitti of Micromax- Innovation Station
Pitch for D.U. Beat , Delhi Times , HT City, Afaqs
,Suburb magazine, TOI, Business Bhaskar

34. Sustain The Launch Buzz
• Product Reviews
– NDTV, CNBC, Times of India
• Ad reviews/ marketing-led stories
– Target media: Economic Times Brand Equity/ BS Strategist/ NDTV All
About Ads/ CNBC Storyboard
• Feature stories on apps/ features of Glory
– Target media: Hindustan Times/ Sunday Times of India/ Business
Standard Weekend/ Sunday Economic Times/ Indian Express (any two
publications)

35. CAMPAIGNS
HOOK-ed UP!!
CanvaSite
EXPENDITURE
AREAS
TOTAL
COST(approx
INR)
• NDTV tie up
•Venue
•Refreshment
•Transport and souvenirs
•MC
8 Lacs
•Set up
•Radio tie up 104
•Photographer
•Gifts and MC
4 Lacs

36. CAMPAIGNS
Flash Mobs
EXPENDITURE
AREAS
• India’s Got Talent Dancers,NSD
•Grafitti Artists
•Media
Company Charges
TOTAL
COST(approx
INR)
2 Lacs
20 Lacs
TOTAL
74,50,000

37. Timeline
ACTIVITY
Colors can
come alive
I CAN
Campaign
CANvasite
Missed
Call
HOOKed
UP
Metro
Buzz
MAR
APR
MAY
JUNE
JULY
AUG

38. Acknowledgements
•
•
•
•
•
God and Parents
Prof. Ramola Kumar
Mr. Samir Kapur
Ms. Rupanjali Lahiri
PGDPC- 17 and 18