Vikash Kr Singh Bm
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Transcript of Vikash Kr Singh Bm
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PPT PRESENTATION ON BRANDMANAGENT OF KARBONNMOBILE
SUBMITTED TORESP.SHAMSHARMA SIR
SUBMITTED BYVIKASH KUMAR
SINGH
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INTRODUCTION
Two Indian telecom majors have joined forces totrigger the revolution - UTL and Jaina.
The UTL Group is a multi division telecom groupwith an annual turnover of Rs 1600 crore.
It is a leading Indian telecom powerhouse withinterests that span across manufacturing, services
and distribution. Bangalore
The Jaina Group is a reputed distribution house withinterests in telecom and consumer durables. Delhi
Jaina now present Karbonn: phones that feature theabsolute latest trends in mobile telephony, at
incredible prices.
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PROMOTERS
UTL Managing director- Om Prakash Dua.
Divisional Head- Mr. J Srinivasa Raju.
JAINAGrope chairman Mr. Mannoj Kumar Jain.
Virender Sehwag and Gautam Gambhir.
Pradeep Jain and Sudhir Hasija, who co-foundedKarbonn Mobiles.
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MISSION AND VISION
Our vision is to work with technology that empowerspeople.
People want feature phones but in their price range.
Pradeep Jain- double sales to one million handsets amonth in 2010-11.
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BRAND MANAGEMENT
Brand management is difficult to define because theactual job description varies widely across the vastuniverse of consumer products companies. ManyCPG companies have at least one thing in common,though: They're part of huge conglomerates thatproduce many name-brand products. Size givesthem economies of scale, and a diversity of productsgives them protection against down cycles. Which isnot to say that small mom-and-pop, mail-order
pickle-and-jam companies don't crop up every nowand then and make a serious go of it. They do. Theyaren't where the majority of the jobs are, however-atleast, not until Unilever or Nestl takes them over.
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IMPORTANCE OF BRAND MANAGEMENT
The purpose of brand management is to create apowerful and lasting emotional connection with
customers and other audiences. A brand is a setof elements or brand assets that incombination create unique, memorable,unmistakable, and valuable relationship between
an organization and its customers. The brand iscarried by a set of compelling visual, written andvocal tools tore present the business plan andintentions of an organization.
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BRANDING
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BRAND MANAGEMENT FRAMEWORK
IDENTITY
IMAGE
PERSONALITY
COMMUNICATION
POSITIONING
AWARENESS
EQUITY
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COMPONENT VARIABLES
ELEMENT VARIABLE
IMAGE Associated thoughts
Associated social metaphors & symbols
Associated imagery
Associated beliefs and feeling
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COMPONENT VARIABLES
ELEMENT VARIABLE
PERSONALITY Sincerity about value delivery
Value delivery commitment degree
Technical competence
Imaginative & Innovative
Cheerful
Socially responsiveReliable
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COMPONENT VARIABLES
ELEMENT VARIABLE
COMMUNICATION Available and suitable media
Viral marketing
Word of mouth
Tele marketing
Events
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COMPONENT VARIABLES
ELEMENT VARIABLE
AWARENESS Top of the mind
Recognition of brand
Retention
Faith and Bond generation
Rational and emotional metaphors
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Strategies of Karbonn mobiles
The karbonn mobiles sponsered international
cricketers as a part of their expansion
strategy in champions league.
Indian companies gain higher visibilty and
exposure.
karbonn mobiles are recognised as an
affordable brand in mind of customers.
Outsourcing done from china without any
investemt.
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CONTD
Value at affordable price.
Company is offering competitive margins
to dealers
Multi featured sets at lower cost
price.
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COMPETITORS
Indirect competitors.
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SWOT
Strengths- Its a Indian mobile brand.
Less price and large number of features.
Weaknesses- Battery back up , slow surfing
Opportunities- IPL hosting, people using
Threats- others competitors
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USP OF THE PRODUCT
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ASSOCIATED WITH CRICKET
Karbonn was IPLs official partner mobile phone.
Our partnership IPL is one of the largest business deal.
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KARBONN MOBILES STORES
Karbonn mobile is available in these shops
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Karbonn strategy
Apart from that, Karbonn Mobiles intendsto have five to ten exclusive Karbonn
stores in all the major states of thecountry by the end of this financial year.
About 25 models are currently beingoffered by the company, includingtouchscreen, dual SIM, and multimedia in
both GSM and CDMA spaces. Going forward, the company plans to
launch three to four models every monthacross different segments and price points
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How Karbonn is making its brand
image For building brand awareness, Karbonn Mobiles has
earmarked an investment of Rs 100 crore for thecurrent financial year.
The company sponsored the last India- Sri Lanka
cricket series, which gave the brand much-neededvisibility.
They have invested heavily in cricket to createbrand awareness for Karbonn.
Cricket has been one of the key platforms for theirbranding initiatives since it cuts across all segments
in India and establishes an instant connect with themasses.
This association further marks their commitmentto strengthen the Karbonn brand in India.
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Impact on Existing Players
Market leader Nokia has lost almost 12 per cent market sharesincelast year. Nokia dropped the prices of a large number of its featurephones and has launched a range of feature-packed phones in theRs 5,000-8,000 category.
It has also launched a number of models targeted at the fast-moving sub-Rs 3,000 category, where the churn is the maximum.Even in the smartphone category, it has bring out its low-costqwertyphone C3, which is priced around Rs 5,000-6,000. Soon, Nokia willalso launch two dual sim phones, a category Indian brands haveexcelled in.
Another player, Sony Ericsson, has thrown in the towel byvacatingthe low-end handset market.
The attack is forcing MNCs to change their strategies. After losingthe game in the low-cost basic phones segment, they are nowoffering mid-level handsetsaimed at urban youth and executivesat very attractive prices.
Some of them have even launched new ranges to retaincustomers
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FUTURE PLANES
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
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SHORT TERM GOALS
Karbonn mobile should the kyc ie know your
customer.
Karbonn mobile should have powerfulpunchline
Target untapped market
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TARGET CUSTOMERS OF KARBONN
The company targets rural markets as it ha s thefeature of dual sim facility and long lastingbattery.
Preference of consumers is increasingly growingtowards dual sim phones for better connectivity. Posters and banners are being highlighted in
rural market
Consumers prefering lower price phones aremostly targeted The company also addresses saturated urban
markets
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REMARK
Price according customer affordable
User friendly
Mother board problems, service centers
It will better performer, if the problem is removed
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CONCLUSION
Karbonn Mobile Phones are for All
Features and services according to itsprice.
A price worthy phone.
Karbonn, the latest entrant into the greatIndian mobile phone...
Thank you
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