A dream launch
The Indian mobile phone market is no more a one-player dominated market. Micromax entered the highly cluttered mobile phone market and has been giving a tough time to the market leaders with its low priced mobile phones and aggressive advertising. When Micromax entered the segment, it followed a simple strategy of bringing innovative products for the consumers and coupled it with smart marketing. Micromax phones were priced at very affordable rates and hence gave the frontrunners in the mobile phones category a tough fight. With this effective launch, Micromax is one of the winners of the Pitch India’s Top 50 marketers Awards 2010 and is at the No 1 position in the ‘Impactful Launches’ category.
Pratik Seal, Head, Marketing, Micromax India says, “We started with simple steps like identifying the target audience first and then building a marketing strategy for our products. Our target audience is young people who want innovative devices and want to be connected on the go. Today, the mobile phone category is driven by youth and about 60 per cent of the contribution is from age group of 20-40 years.”
Micromax leveraged on the biggest crazes of India – cricket and Bollywood and positioned the brand in such a way to create a perfect demand and recall for Micromax. Advertising its mobile phones with celebrities like Mahendra Singh Dhoni and Twinkle Khanna, Micromax also gathered consumer attention by getting into aggressive sponsorships.
Seal says, “Having said that, we also realise that Bollywood celebrities endorse many products. In order to stand out and not being seen as a ‘me too’ brand using a celebrity, we categorically signed Twinkle for our ‘Bling’ phone.”
Micromax also sponsored the 11th IIFA and used the platform to announce the limited edition ‘Bling’ phone there. This not only established the product on the International level but also created waves with the Indian audience as well.
Micromax formulated an innovative branding strategy to strengthen the brand image and developed creative brand integrations using cricket as a platform. While Micromax partnered with Nimbus Sports for the title sponsorship of the Asia Cup 2010, the brand built a greater brand presence at cricket match venues through advertising, branding and sampling, creating a marketing platform for its product line.
Seal says, “Billed as one of the world’s premier cricketing events, Micromax leveraged this association to connect with the youth not just in India but also in all SAARC countries. Another strategic product launch for Micromax was the launch of Gamolution mobile that was especially launched during the IPL to woo the sports lovers.” He adds that Micromax used unique marketing and branding strategies to highlight the product lineage which is just not innovative, but appealing too.