SUBMITTED TO-MR. SHAM SHARMA SIR,FACULTY, IPM (MEERUT)

SUBMITTED BY- PAWAN KUMARBATCH-2010-12PGDM,3RD SEM.

BRAND MANAGEMENT

HISTORY

The first mobile phone was launched in India during 1990s

The first mobile phone company was Nokia. First Mobile service provider was Modi Groups in

1995 and started in Kolkata, somewhere it was signed that mobile service provider was launched in 1994.

INTRODUCTION Type-Public Industry-Telecommunication Founded-Banglore, India(2009) Headquaters- Banglore, Noida(India) Number of Locations- South Asia,Middle East and

South Africa Key People-Mr. Sudhir Hasija(Chaiman,Director) -Mr. Pradeep Jain (Managing Director) Products-Mobile Phones, Smart Phones Parent-United Telecoms Limited Website- www.karbonn mobiles. com

MISSION AND VISION

Our vision is to work with technology that empowers people.

People want feature phones but in their price range.

Pradeep Jain- double sales to one million handsets a month in 2010-11.

PRODUCT RANGES

The company prominently launches the Dual SIM and Dual Processor based handsets to the consumer market. It currently produces wide ranges and form factors of CDMA, GSM and WCDMA products catering to all sections of Telecom users. Apart from Dual GSM based phones, the company has launched GSM + CDMA phones as well, thereby merging the two mobile technologies in a single handset.

CONTINUED

• Karbonn K10 Price in India – Rs.3,600• Karbonn K444 mobile phone price – Rs.3,077• Karbonn K770 mobile phone price – Rs.5,500• Karbonn K332 mobile phone price – Rs.1,923• Karbonn K451 mobile phone price – Rs.3,077• Karbonn KC 441 mobile phone price – Rs.4,721• Karbonn K 450 mobile phone price – Rs.4,200• Karbonn K330 mobile phone price – Rs.2,067• Karbonn K310 mobile phone price – Rs.2,160• Karbonn K300 mobile phone price – Rs.2,600• Karbonn K541 mobile phone price – Rs.3,442• Karbonn K217 mobile phone price – Rs.2,749• Karbonn K560 mobile phone price – Rs.8,000• Karbonn K451M mobile phone price – Rs.3,500• Karbonn K447 mobile phone price – Rs.2,700• Karbonn K360 mobile phone price – Rs.3,000• Karbonn K661 mobile phone price – Rs.7,000

CONTINUED

• Karbonn K446 mobile phone price – Rs.4,500• Karbonn K445 mobile phone price – Rs.3,600• Karbonn KC320 mobile phone price – Rs.2,200• Karbonn KC410 mobile phone price – Rs.2,500• Karbonn K451 mobile phone price – Rs.3,000• Karbonn K551 mobile phone price – Rs.3,500• Karbonn K455 mobile phone price – Rs.2,700• Karbonn KC555 mobile phone price – Rs.5,200• Karbonn KC441 mobile phone price – Rs.4,700• Karbonn K443 mobile phone price – Rs.3,000• Karbonn K650 mobile phone price – Rs.4,30

OFFICIAL SPONSERSHIP The company has made its market presence huge

by sponsoring and partnering with some of the prestigious Cricket game leagues such as Airtel Championship Leagues, Indian Premier League matches. The company was associated with the Cape Cobras during the Champions League Twenty20 matches held in 2010. Apart from cricket game, the company has also recently associated with Indian Entertainment industry by being the lead sponsorer and associate of 17th Annual Star Screen Awards and also Mirchi Music Awards ceremonies.

COMPETITORS

Direct competitors

Competitors

Indirect competitors.

SWOT ANALYSIS

Strengths-• Low cost- about 30 per cent cheaper than MNC equivalents • High on features, some of them better than global models • Will offer latest features like 3G, Android at a fraction of MNC

costsWeakness-• Quality, design often not up to the mark, use primitive

software • Servicing could be an issue, most companies are primarily

importers • Government rules on components, materials could erode

price advantage

Opportunity-• Low-end phones market has become very competitive• Cut-throat competition has made Dual-SIM phones being

available• Can be used as simple second phones Threats-• Threat from low price well known brands• Other lower end phones brands

USP of the product

It’s a dual SIM.

QUERTY mobile with motion sensors

Optical track pad

Email , Face book, Interbook, Video players

Changeable color panels

Less power consumption longer battery

How Karbonn is making its brand image

• For building brand awareness, Karbonn Mobiles has �earmarked an investment of Rs 100 crore for the current financial year.

• The company sponsored the last India- Sri Lanka cricket �series, which gave the brand much-needed visibility.

• They have invested heavily in cricket to create brand �awareness for Karbonn.

• Cricket has been one of the key platforms for their branding �initiatives since it cuts across all segments in India and establishes an instant connect with the masses.

• This association further marks their commitment to �strengthen the Karbonn brand in India.

Cont……

• Karbonn has forked out Rs 37 crore to the Indian Premier �League (IPL) to become its 'Official Partner Phone', apart from subjecting viewers to 'Karbonn Kamaal Katch', which has raised its brand profile sharply.

• Official Partner Mobile Phone & Title Sponsor for the exciting �newafter party IPL Nights

• Karbonn expects revenues of over Rs 600 crore, and has spent �over Rs 100 crore on marketing. They are making profits.

• Apart from cricket, Karbonn Mobiles was the Major Partners �for the biggest hockey event ever staged in India i.e.Hero HondaFIH World Cup Delhi 2010

Karbonns Strategy

• They saw that multinationals did not meet all the needs �of the Indian consumer.

• Karbonn's bet: As mobile services penetrated deeper, �affordability would matter more and brands less. (That also explains the name Karbonn: the promoters chose the word Carbon, because a diamond is carbon, but it was already registered. The closest option was Karbonn.)

• Therefore, they want their brand to be recognized as an �affordable brand in the mind of their customers.

• So to be more affordable handsets are sourced from �China without any investment in manufacturing and R&D.

Karbonn Strategy

• Karbonn's package: Value at an affordable �price. "Good cameras,music and video players at the right price.

• This strategy, backed by the IPL deal and �cricket stars Virender Sehwag and Gautam Gambhir, has boosted the brand.

Karbonn Strategy

• Brand-building and compelling products are necessary �building blocks of the business, but they can come to naught if the retail strategy is faulty.

• Mobile handsets are sold through over a million multi-�brand outlets in the country.

• Apart from the brand pull, the retailers hard sell helps �the customers decision. And a retailer will push that company’s brand which offers it the best profit margins.

• To make sure that the Karbonn brand does not lag �behind others, the company is offering extremely competitive margins to dealers

Karbonn strategy

• Apart from that, Karbonn Mobiles intends to have �five to ten exclusive Karbonn stores in all the major states of the country by the end of this financial year.

• About 25 models are currently being offered by �the company, including touchscreen, dual SIM, and multimedia in both GSM and CDMA spaces.

• Going forward, the company plans to launch three �to four models every month across different segments and price points

POSITINING SEEKING YOUNGSTER

• Mainstream Youths and Materialist• 14-25 Years• Young Executives/Students/Youthful Adults• Rural Penetration Strategy

Differentiation Strategy

Win a 4.8% share of the urban youth market by…

Delivering imaginative solutions that offer-

• Value For Money

• Innovativeness

• Great Handsets at Low Prices

• First Time 3G On low cost Investment

• First Time with GSM and CDMA set within one set at low

cost.

• Low Cost Colour screens

• Low Cost Music Phones

Consumer SegmentsI want everything from my mobile and I want it now

My phone means I belong amongst

my peers

My life is a juggling act – my mobile keeps me connected

To stay ahead of the game you need the best tools

• New experiences, new possessions,

new technologies – that’s what I want

I’ll adopt new technologies if you show me a good reason

I’ll carry a mobile if I need to…

Pioneer Youth

Mainstream Youth

In-touch Organizers

Mainstream Materialists

Careerist

Experiencer

Family Phoners

Basic Phoners

Target Customers

• The multimedia phones of Karbonn address the urban

markets which have begun to saturate.

• Handsets equipped with dual SIM cards and battery are �clearly targeted at the rural markets.

• Though rural markets are billed as the next frontier for �mobile telephony.

• Consumers therefore prefer phones with more than one SIM �card for better connectivity.

• There is a huge market in the rural areas and even the �replacement mobile market is on our radar

Step in Brand Building

Consumer Questions Brand Actions

WHO Are You? Brand Identity

WHAT Are You? Brand Meaning

WHAT About You? Brand Responses

WHAT About You & ME? Brand Relationships

Brand Equity

Future plans

10% market share in a few year time.

Planning emerging markets of middle East and Africa

540 service center now and in future 1000 in number

Push mail service

Rural India will drive growth, accounting for 35-38% of total

handset market.

Aggressive promotions to get more common

Low priced handsets and handset bundle offers.

Remark

Price according customer affordable

User friendly

Mother board problems, service centers

It will better performer, if the problem is removed

Conclusion

Karbonn Mobile Phones are for All.

Features and services according to its price.

A price worthy phone.  Karbonn, the latest entrant into the great Indian mobile

phone...