1INTRODUCTION Executive summary: The ad campaign for Micromax Pro Clean is basically to create awareness of the product existence. The product is one of a kind in the market and hence the usage of this should be communicated effectively to the target market. The target market being housewives and working women, the campaign focuses mostly on making life easier by purchasing. After exposures to our ad campaign, Pro Clean will be perceived as a product that helps make cleaning much easier and better. History of Micromax: Micromax started its mobile phone manufacturing operations in 2010 when multinationals ruled the telecom industry. With an understanding of the rapidly changing consumer preferences coupled with the use of the latest technologies; Micromax differentiated itself from the other players with its pricing. Everything started with a truck battery in the year 2007. In the powerless city of Baharampur in the Indian State of West Bengal, Mr. Rahul Sharma saw an Airtel Pay Phone being powered by a truck battery. Every night, the PCO owner would lug the battery 12 km to an adjoining village on his cycle, charge it there overnight, and lug it back to Berhampur in the morning. Rahul was fascinated by the nature of innovative adaptation to suit the difficult conditions which the payphone operator had employed and his interest only grew when he found out that to everyone‘s surprise, the operator was also able to earn a tidy sum of money. Based on this experience of innovation arising from constraint, Micromax soon launched its first phone with a month long battery back-up known as X1i. In 2011, Micromax entered the tablet market with the Canvas series. 2 Company profile Micromax is an Indian consumer Electronics Company located in Gurgaon, Haryana, India. It is in the business of manufacturing of Mobile Telephones, Tablet Computers, 3G Data cards and LED Televisions. It has 23 offices in India and an international office in Hong Kong. The company has about 656 employees. Micromax started as an IT software company in the year 2000 working on embedded platforms. In 2008, it entered mobile handset business and by 2010 it became one of the largest Indian domestic mobile handsets company operating in low cost feature phone segments. This transformation was steered by four friends who divided responsibilities on functional lines, which haven‘t changed since: Rajesh Agarwal, Rahul Sharma, Vikas Jain, and SumeetArora. The company has a 22% market share in the smartphone segment in India. As per IDC for Q2 2013, The company's product portfolio has more than 60 models ranging from feature rich, dual SIM phones, 3G Android Smartphones, Tablets, PC‘s, LED Televisions and 3G data cards. The company claims it has many firsts to its credit in the Mobile handset market – including the 30-day battery backup, dual SIM, QWERTY Keypad, Universal Remote Control Mobile Phone etc. Micromax has presence in more than 560 districts through 125,000 retail outlets in India. The company has sales presence spread across Bangladesh, Sri Lanka and Nepal. Micromax Mobiles is one of the leading mobile companies in the World today. According to Strategy Analytics‘ Global Handset vendor market share report, it is the 12th largest mobile brand in the World with a global market share of 1% and close to 8% market share in India. With an in- depth understanding of rapidly changing consumer preferences coupled with the use of advanced technologies, Micromax has been able to differentiate itself from the competitors through innovation and design. The brand took on the leaders in the category with specific 3 products that addressed different customer needs. The company has focused their efforts towards creating life-enhancing mobile phone solutions and wireless technologies that cater to the increasingly evolving needs of mobile users in India. Driving the next phase of growth, the company is expanding aggressively in India and globally. Product Innovations: Micromax product portfolio embraces more than 60 models today, ranging from feature rich, dual-SIM phones to QWERTY, touch-enabled smart-feature phones and 3G Android smartphones designed for younger consumers in suburban and urban markets. Some of the industry firsts devices launched by Micromax since inception are: First Long Battery Life Phone with 30 days battery back up X1i Marathon Battery phone with 30 days standby time & 17 days Talk time First Dual SIM Dual mode active Phone (GSM+CDMA) Micromax GC700 is the first GSM + CDMA Mobile phone First Gaming Device o G4 Gamolution phone with motion sensor gaming like Wi-Fi First Women‘s Line of Devices Q55 Bling phone- First women‘s phone with a swivel form and Swarovski navigation keys First Universal Remote Control Phone 4 X235 With Universal Remote Control for TV, DVD, AC in your phone First phone with built-in blue tooth Micromax X450 Van Gogh – A stylish phone that integrates a detachable Bluetooth headset in its sleek design First Superfone with Gesture Control Created a new category called ‗Superfone‘ with Gesture Control, powered with 1GHz dual core NVIDIA Tegra 2 Processor Marketing: Driven by growing aspirations of the Indian mobile users, Micromax has geared up to bring about a paradigm shift in the way cell phones are used by introducing groundbreaking mobile solutions technology. When Micromax entered the segment, it followed a simple strategy of bringing innovative products for the consumers and coupled it with smart marketing. The company‘s success could be attributed to the ‗Out of the Box‘ thinking and thus providing Innovative & insightful products to the masses. At Micromax, the target audience is youth who want innovative, stylish phones that are affordable. Today the mobile phone category is driven by youth, with about 60% of the users under the age group of 20-40 yrs. and Micromax utilizes every opportunity to connect with the youth. Micromax understands that building connect is all about being involved with the customers and also giving them the value for money. Through their products and innovative campaigns, they aim to provide value additions to the Micromax users and have him or her involved by creating unique brand proposition. 5 Distribution Network: Micromax has a 3 tier distribution network in India, which extends across 65 super distributers, 1500 micro distributors and over 100,000 retailers. To enhance brand cognizance and retail strength, Micromax has a chain of exclusive retail outlets, owned by third party. 6 ABOUT PRO CLEAN It is a basic non-humanoid robot which looks like a small disk. It has attached brushes, built in vacuum cleaner and other amenities required for cleaning. It has a sensor system which will enable it to turn directions when it reaches the wall. It combines a number of cleaning features such as floor sweeping, wet mopping, UV sterilization, etc. simultaneous to vacuuming, thus rendering the machine into more than just a robot "vacuum" cleaner. It uses spinning brushes to reach tight corners and also has an in-built scrubbing system to wipe away hard core dirt stuck to the floors. The robot is made with the goal of making life simpler. In today‘s busy lifestyle, people do not have the time for daily chores. They look for domestic helpers. This robot is a perfect substitute for it. It helps in everyday work and helps in need. One of the best features of Pro Clean is that, it has the unique ability to clean the entire house without human help. A person can switch on the device and select the mode of cleaning and leave the house. guarantees to make the house sparkling clean when he/she returns. TECHNICAL SPECIFICATIONS: • Power consumption- 2000mAh/Full charge • Dust capacity – 1L • Battery backup – 1 hr. • Battery type- Lithium Polymer • Battery voltage- 14.4V • Charge time- 3 to 4 hrs. • Mode of charge- AC current 220V 50Hz • Cleaning time – 2150.sq.ft per hour 7 OBJECTIVES: The marketing objective of this campaign is to market the product towards healthy- minded people, house-wives, who want inexpensive, and a convenient way of cleaning and the communication objective aims to increase the awareness of the brand MARKETING OBJECTIVE: To achieve a sales target of 5000 units by the end of 2014. To increase the brand awareness of the product from 0 to 50% Extend the campaign on a National scale. COMMUNICATION OBJECTIVE: To increase the brand awareness To increase knowledge about technology. To use e-commerce efficiently to achieve more sales 8 TARGET MARKET The target audience for this ad campaign will be housewives. The focus is on working women who find it difficult to multi task between their household chores and their occupational activities. Geographic: The focus of the ad campaign is in Chennai with an intention to extend the campaign on a national scale. Demographic: The target market is above the age group of 30 with high purchasing power. Behavioral: The target market should be exposed to technology and tech-savvy. Current customers and Prospective customers: Ad campaign will be targeted towards the current customers of the Micromax brand and at prospective customers who will be interested in purchasing a product of Micromax. Loyalists: Customers who trust the Micromax Brand. Deciders: The ad campaign will also be focused on men who make the final decisions regarding purchase of a product. Influencers: The ad campaign will also be focused towards leaders and other peer groups who have the ability to influence people 9 RESEARCH METHODOLOGY Research connotes a systematic and objective investigation of a subject or problem in order to discover relevant information or principles. Marketing research is the function which links the consumer and public to the market through information used to identify and define, marketing opportunities and problems. It generates, refines and evaluates action, monitors performance and improves marketing research process. RESEARCH STUDY The main objective of this research is to study the market conditions through the following elements: Population The questionnaires were distributed to housewives residing at Chennai. A total of 50 questionnaires were distributed and 35 were received back. The participants were informed through face-to-face conversation that their participation was voluntary and the purpose of this research Sample The research was conducted within the areas of Kilpauk and Anna Nagar, located in Chennai and the sample size is 35. Instrumentation The questionnaire consisted of nine multiple choices single answer questions and one open ended question. The survey was distributed to the housewives by the researcher via face-to-face contact .The researcher chose face- to-face contact because it gave the participants the opportunity to ask questions and to have a visual picture of whom and where to 10 return the surveys. The participants were asked to complete the survey and return it to the researcher. DATA COLLECTING AND RECORDING The researcher requested that the participants return the survey via face-to-face, so that the participants will have the opportunity to ask any queries relating to the product. A Microsoft program, Excel was used to determine the percentage rate of each answer given by the participants. Statistical tool used for analyzing the data are: Percentage method. Graph method. PERCENTAGE METHOD Research use percentage (%) in data analysis, as it is simple tool for analysis. It reduces data into zero to hundred ranges. The data reduced in the standard from with base equal to hundred which facilitate relative comparison. GRAPH METHOD Graphs are used, as they give a bird‘s eye view of the entire data and the information presented is easily understood. 11 QUESTIONNAIRE: Name: Age: Gender: Contact number: 1. Are you a working woman? -Yes - No 2. Do you have a housemaid? -Yes - No 3. If yes, how much expense do you incur in providing them salaries? (Open ended question) 4. Are you looking out for an easy way of cleaning? - Yes - No - 5. Do you trust the brand Micromax? - Yes - No - Unaware of the brand 12 6. Do you have a vacuum cleaner? - Yes - No 7. Have you ever had an encounter with a robot? - Yes - No 8. How much do you spend monthly on your house maintenance? - -5000- 10000 - 10000- 20000 - 20000-30000 - > 30000 9. Will you be interested to purchase a robot product? - Yes - No - Maybe 10. If No, why? - I don‘t trust technology - I prefer to do the work by myself - Other reasons 13 FINDINGS: About 30% of the respondents are interested to buy a robot whereas 40% of them may or may not be interested to buy a robot product and the remaining of the respondents are not interested in buying a robot product. Yes, 40% No, 30% Maybe, 30% Will you be interested to purchase a robot? Yes No Maybe 14 About 50% of the respondents trust the products of Micromax and 10% of them don‘t trust the products of Micromax whereas 40% are unaware of the brand. Yes, 100% Are you looking out for an easy way of cleaning? Yes No Yes , 50% No, 10% Unaware of the brand, 40% Do you trust the brand Micromax? Yes No Unaware of the brand 15 About all the respondents have answered that they are looking out for an easy way of cleaning. About 70% of the respondents have a housemaid and 30% of them don‘t have a housemaid. Yes, 70% No, 30% Do you have a housemaid? Yes No 16 About 40% of the respondents spend between 10,000 and 20,000 for house maintenance, 30% of the respondents spend between 5000 and 10,000, 17% of the respondents spend above 30,000 and 13% of them spend between 20,000 and 30,000 on house maintenance. INFERENCE: From the above market research, it has been inferred that Only 30% of the respondents are interested in buying a robot product and 40% of them maybe interested to buy a robot product. 50% of the respondents trust the products of the Micromax whereas 40% of the respondents are unaware of the brand. All the respondents want to find an easy way of cleaning. 70% of the respondents have a housemaid 40% of the respondents spend between 10,000 and 20,000 on house maintenance. 30% 40% 13% 17% How much do you spend monthly on your house maintenance? 5000-10,000 10,000-20,000 20,000-30,000 > 30,000 17 DEMAND ANALYSIS The size of the Indian robotics market is surprisingly large—robots worth about Rs 3,500 crores are estimated to have been sold so far. But almost all are in the industrial space, a market that's now estimated to be about Rs 1,000 crores annually. Auto companies, namely Maruti Suzuki, Tata Motors & Volkswagen, which account for 70% of applications in India, use robots primarily for spot and arc welding, material-handling, press-shop and paint-shop jobs. Other sectors like food, defense, healthcare and entertainment are also adopting robots. Personal robotics, the kind talked about so far in this story, is still nascent. The growing interest in evident from the media coverage Personal robotics is receiving across publications and news channels! The industry in India is expected to grow by 2-2.5 times of the global average. The Indian market in Consumer and Personal Robotics is quite different from the US Market. It has always been difficult for companies to market Vacuum cleaners in India where broom sticks and mops are still preferred. Indian houses do not have carpets and rugs and it is cheaper to have a maid then vacuum. However, recently there has been some advancement in this field too. For instance, a company from Mumbai has developed Duct cleaning robots and has gained popularity among Air Conditioner industry. Also the same company had modified these robots for use by Navy for cleaning blocked pipe. Due to decrease in the availability of maids, huge costs are incurred for employing a maid thus resulting in a large expense on house maintenance. Hence, many of the Indians are searching for a way that will help them to reduce their expense in house maintenance budget. 18 SWOT ANALYSIS STRENGTHS NEW PRODUCT IN THE MARKET NOT MUCH COMPETITION BRAND IMAGE OF MICROMAX USER FRIENDLY CATERS TO BASIC NEEDS STRONG DEMAND DECREASE IN AVAIALBILTIY OF MAIDS WEAKNESS NEW PRODUCT IN THE MARKET SKEPTICISM HIGH TECHNOLOGY OPPORTUNITIES GROWING INTEREST IN THE ROBOTS INDUSTRY. TO THRIVE ON THE ABSENCE OF COMPETITION CAPITALISING ON THE INEFFECTIVE MARKETING STRATEGIES OF EXISITING COMPETITION TO MARKET IN INDIAN ONLINE PORTALS THREATS EXISITING COMPETITION ONLINE PORTALS WHICH PROVIDES FREE SHIPPING TO INDIA FROM OTHER COUNTRIES RISE IN COMPETITION AFTER THE PRODUCT LAUNCH PROCLEAN 19 COMPETITOR ANALYSIS offered by Micromax faces only a single competitor in India in the area of Personal robotics. Milagrow Business and Knowledge Solutions is an Indian technology and consulting firm, based in Gurgaon, India. Through its "HumanTech" division, it entered the tablet market in 2011 and the domestic robots market in 2012 It makes robotic vacuum cleaners, window cleaning robots and body massaging robots. PRODUCTS OFFERED: - Floor cleaning robots ( Each product with different specification offered at different prices) Robohawk Suberbot Terminator Blackcat slim - Window cleaning robots ( Each product with different specification offered at different prices) Windoro WinBot Even though Milagrow was the first Indian company to venture into Personal Robotics, it has failed to strengthen its position in the market by absence of promotion and advertising. 20 BUDGET The total amount set for the campaign is Rs 7, 00, 00,000. The amount was allocated to various media and production costs Print- Rs 2, 00, 00,000 Online- Rs 2, 00, 00,000 TV- 1, 00, 00,000. Outdoor - 1, 50, 00,000. Production - 5, 00,000. Budget division Print Online TV Outdoor Production 21 Print media break up (26 th March- 15 th April) This break up is for two weeks of print ads in leading newspapers like The Hindu and The Times of India. Name of the paper Size of the Ad No. of ads (frequency) Per ad cost Total Cost Hindu Full page 1 (Sunday) 54,82,620 5482620 Times of India 8*6 6 (Mon, wed, Fri) 77,280 463680 Times of India Half page 6 (Tue, Thur, Sat) 13,28,250 7969500 Times of India Full page 2 (Sunday) 27,62,760 5525520 Total Cost 19441320 Approximate total print budget- 2 crores. Exposure: We placed a total of 3 full page ads, 6 half page ads, 6 small ads(8*6) in The Hindu and The Times of India. Chennai circulation of The Hindu is 5, 86,000 Chennai circulation of Times of India 5, 40,000 Reach to the people Cost per thousand: Cost of one advertisement x 1000 Total circulation Therefore, Exposure for Times of India is Full Page: 27, 62,760 x 1000 = 5116.22 5, 40,000 Per person is Rs 5.116 22 Half page: 1328250x 1000 = 2459.72 5, 40,000 Per person is Rs 2.45 8*6: 77280 x 1000 =143.1 5, 40,000 Per person is Rs 1.43 Exposure for The Hindu Full page: 5482620 x 1000 =9356.00 586000 Per person is Rs 9.356 Television media break up: Name of the Channel Time slot Rate per 10 sec Total rate for 30 seconds Star Vijay 8-11 pm 54,390 16,31,700 Star Plus 8-11 pm 4193 41,930 Star World 8-11 pm 495 14,850 23 STRATEGY AND EXECUTION: The proposed schedule for the campaign: 20 th March to 25 th March, 2014: Put web ads and outdoor ads. As our findings have told us that 30% are not aware of micromax brand, branding should be done first. The ads must contain one liner about cleaning and have to carry a big logo of micromax. Product name will be hidden. Web ads must be placed in websites frequented by women, like recipe websites and clothing websites. Outdoor ads can be placed in bus stops and near grocery stores. 26 th march to 30 th march, 2014: Same strategy in print ad. Half side of a newspaper with one line about cleaning and big font of micromax logo. Even magazines about household cleaning can be included in this. 1 st April-15 th April: Introduce product name and reveal features, benefits and cost. Use all mediums for this and web as the medium with maximum reach. Outdoor ads should have the product logo and the product also. 15 th April-30 th April- Ensure that the product is available in all the electronic outlets and e- websites. Shipping should be available. Also television ads explaining about the ad like telebranding should be aired. This will ensure maximum reach. 24 CREATIVES SCRIPT TV COMMERCIAL – 1 (30 sec) As a working woman, Shwetha wakes up late, she gets worried about how she will be able to clean the house before her husband‘s friends come home for brunch party. Her mom helps by giving her PROCLEAN. SCENE-1 INDOOR – DAY LOCATION - BEDROOM Mid shot of a lady (Shwetha) waking up. She realizes that she‘s already late. She panics as she takes a look at the clock. C/U shot of the clock. Voice over: ―Oh my god!! It‘s already 10.30!! How am I gonna finish cleaning the entire house now!! My husband has called his friends home for brunch! And they are gonna be here any moment!‖ Intercuts of the lady‘s shots as she tries to clean the mess. Few panning shots of the dirty house. Wide shot. Mom enters her room. ―What happened?‖ Two shot. Lady ―Mom, I‘m going to call and cancel the brunch plan. I…‖ Suggestion shot. Mom ―Don‘t take tension. Use this.‖ C/U shot of our product PROCLEAN VFX of how PROCLEAN cleans the house. Graphical representation of how the brushes clean the floor. Voice over: ―PROCLEAN! The cleaning robot, is has intelligent programming and a good, sensible cleaning system. This small disk combines a number of cleaning features such as floor sweeping, wet mopping, UV sterilization, etc. It uses spinning brushes to reach tight corners and also has an in-built scrubbing system to wipe away hardcore dirt stuck to the floors.‖ SCENE- 2 INDOOR – DAY LOCATION – LIVING ROOM Panning (Wide) shot of a cleaner version of the house. Sound of calling bell. C/U of the guests as the lady opens the door. One of the guests ―Wow! Shwetha how do you manage to keep your home so clean even during your busy work schedule?‖ Shwetha laughs making eye contact with her mother and says ―That‘s our secret!‖ Mid shot of Shwetha holding PROCLEAN towards the camera ―PROCLEAN! CLEANLINESS GUARANTEED!‖ 25 TV COMMERCIAL – 2 (30 SEC) As every lady in the neighborhood visit Serena‘s house, they are surprised by how she is able to keep her house so clean and tidy. The jealous ladies try to figure out the secret. And it‘s nothing but PROCLEAN. SCENE-1 OUTDOOR – DAY LOCATION - PARK Two shot of two ladies. Neeta ―Meera, did you visit Serena‘s house?‖ Suggestion shot. Meera ―Yes I was wondering how she manages to keep it so clean.‖ Counter suggestion shot. Neeta ―Me too! Despite having a dog at home, her floor is so clean‖ Two shot. Meera ―And even the walls! Don‘t her kids play or spill colors at all?‖ Mid zoom. Serena enters the frame. C/U of Serena.―Hey ladies!Wanna know my secret? It‘s PROCLEAN! The cleaning robot! C/U of the two ladies, shocked. ―Robot??‖ Shots of PROCLEAN and VFX of how it cleans the house. Serena‘s voice over ―Yes PROCLEAN has intelligent programming and a good, sensible cleaning system. This small disk combines a number of cleaning features such as floor sweeping, wet mopping, UV sterilization, etc. It uses spinning brushes to reach tight corners and also has an in-built scrubbing system to wipe away hardcore dirt stuck to the floors.‖ Serena towards the camera ―So what are you waiting for? Order PROCLEAN soon and make your neighbors jealous‖ Few shots of PROCLEAN. Voice over: ―PROCLEAN! CLEANLINESS GUARANTEED‖