Dial M for Mo­bile

A look at the mar­ket­ing strate­gies of 14 mo­bile ven­dors in In­dia

DQ Channels - - Cover Story - ANKIT PRASHAR ankitp@cy­berme­dia.co.in

ASUS MO­BILES

ASUS comes from the last four let­ter­st­ters of Pe­ga­sus, the winged horse in Greekreek mythol­ogy that rep­re­sents the in­spi­ra­tion ation of art and learn­ing. For Asus, their cus­tomers omers al­ways come first. They have al­ways be­lievedlieved in of­fer­ing the best qual­ity prod­uctss with high-end spec­i­fi­ca­tions at af­ford­able prices, thereby, em­pow­er­ing our users with lux­u­ryux­ury at at­trac­tive price points. Com­pany be­lieflief in strat­egy has been strength­ened with­ith the re­sponse has been seen to ZenFone e2 2 Laser, ZenFone 2 Deluxe, ZenFone Selfie fie and ZenPad range of tablets last year.ar. Asus got 30K pre-or­ders for this line-upup across 660 cities in In­dia within a month th of the launch with one of the most pop­upu­lar smart­phones-ZenFone 2 Laser, be­ing ng sold-out on the 3rd day it­self.

Asus of­fer a wide range of smartrt­phones that ap­peal to all users from the he bud­get-seg­ment to the pre­mium seg­g­ment. How­ever, all the prod­ucts come me packed with spec­i­fi­ca­tions that of­ferer fea­tures which spell lux­ury for those spe­cific price points. For in­stance, Asus re­cently launched the ZenFone Max in In­dia that comes with a 5000 mAh bat­tery at a price that is less than ` 10,000. Sim­i­larly most of the smart­phones in ZenFone range come equipped with Pix­elMaster tech­nol­ogy that en­sures the users of the sharpest and most clear pic­tures, ir­re­spec­tive of their price. Asus will con­tinue to launch prod­ucts that com­bine lux­ury with tech­no­log­i­cal in­no­va­tions in 2016 as well.

Talk­ing about the part­ner strat­egy, Asus reach­ing out to chan­nel part­ners has al­ways been their top pri­or­ity. In the past, with the help of ecom­merce por­tals, com­pany were able to pen­e­trate more than 400 towns in a short span of time. This year, com­pany aim­ing to en­hance reach and lev­er­age off­line chan­nels in or­der to in­crease foot­print across the coun­try.

Asus are con­stantly look­ing at strength­en­ing retail pres­ence in or­der to en­sure easy avail­abil­ity of their prod­ucts. While com­pany al­ready had a ro­bust pres­ence on e-com­merce stores, this year also ex­panded into off­line retail. Be­sides be­ing avail­able at ASUS Ex­clu­sive Stores, ASUS smart­phones and tablets are now eas­ily avail­able at all lead­ing retail stores as well.

On Asus fu­ture strat­egy, Peter Chang, Re­gional Head, South Asia & Coun­try Man­ager, ASUS In­dia shared, “This year should see us mov­ing closer to our aim of hav­ing a 5% mar­ket share in the smart­phone in­dus­try in In­dia. We will do this by in­tro­duc­ing newer tech­nolo­gies at price points that ap­peal to our con­sumers. Ad­di­tion­ally, our de­ci­sion to man­u­fac­ture ZenFone 2 Laser in Sri City, Andhra Pradesh should pro­pel us in this di­rec­tion”.

In line of the ad­ver­tise­ment strat­egy and celebrity en­dorse­ment Asus do not have a brand am­bas­sador as of now. They be­lieve their prod­ucts are best am­bas­sadors and that their tech­nol­ogy speaks for it­self.

Adding to the Make In In­dia cam­paign Peter Chang added, “Be­sides be­ing ben­e­fi­cial for the econ­omy, the ‘Make In In­dia’ cam­paign is an ex­cel­lent way to bring tech­nol­ogy closer to the vast user base that ex­ists in In­dia. We are happy to re­port that we com­mit­ted our­selves to the ‘Make in In­dia’ cam­paign by an­nounc­ing our plans to man­u­fac­ture the ZenFone 2 Laser in Sri City, Andhra Pradesh. Through this, we aim to man­u­fac­ture 150,000 smart­phones per month by the end of the cur­rent fi­nan­cial year which will ac­count for al­most 80% of the sales in the coun­try”.

OPPO MO­BILES

In over 20 coun­tries, in­clud­ing the United States, China, Aus­tralia and many coun­tries through­out Europe, South­east Asia, South Asia, the Middle East and Africa, OPPO is ded­i­cated to de­liv­er­ing cus­tomers with the most ex­tra­or­di­nary mo­bile ex­pe­ri­ence through metic­u­lous de­signs and smart tech­nol­ogy.

Ac­cord­ing to OPPO, In­dia is a strate­gic mar­ket for them pri­mar­ily be­cause there is clearly a huge po­ten­tial to grow in the In­dian Smart­phone mar­ket. OPPO speed­ing up the sales and ser­vice net­work and ex­pect a fair growth and a big­ger share of the mar­ket in the times to come. On the brand as­pect, they ex­pect brand to be­come a well-known name for its in­no­va­tion, qual­ity and ser­vice over the next five years. The com­pany has plans to ex­pand more ser­vice cen­ters this year.

OPPO has re­cently an­nounced the new ‘Af­ter Sales-Ser­vice Pol­icy’ for its handsets. This in­cludes an added fo­cus on ser­vice per­for­mance, qual­ity, un­der­stand­ing the cus­tomer and proac­tive com­mu­ni­ca­tion to ad­dress any query or call for sup­port. As a part of OPPO’s strat­egy to strengthen its global mar­ket and af­ter – sales, the com­pany plans to open 200, new ser­vice cen­tres across In­dia. As a part of the new pol­icy ev­ery OPPO smart­phone will now have ex­tended war­ranty. All new handsets pur­chased from 15th De­cem­ber on­wards will have a 2 years’ ser­vice war­ranty ap­pli­ca­ble across all OPPO ser­vice cen­tres in In­dia.

Talk­ing about the price sen­si­tive mar­ket for OPPO, there is a cer­tain sec­tion of con­sumers who are ex­tremely tech­nol­ogy savvy and look­ing for in­no­va­tive and power-packed devices. OPPO al­ready in­tro­duced prod­ucts in the price range of INR 6500 to INR 42999 which gives many op­tions to In­dian con­sumers. They fo­cus to cover low end, mid seg­ment and high end seg­ment cov­er­ing the con­sumer pref­er­ences.

Mike Wang, CEO, OPPO Mo­biles In­dia says, “We are look­ing at more na­tion-wide chan­nel part­ners so that we can sat­isfy the huge cus­tomer need at the ear­li­est. The com­pany also has plans to ex­pand more ser­vice cen­ters in the next one year. Right now we are re­tail­ing in over 20 ma­jor cities and re­gions, mainly through multi-brand stores. We are also plan­ning to build our show­rooms and ex­clu­sive stores in a short time”.

“Right now we are re­tail­ing in over 20 ma­jor cities and re­gions across the na­tion, mainly through multi-brand stores. We also have unique cus­tomer-ori­ented ac­tiv­i­ties as per each lo­cal mar­ket de­mands like sea­sonal ac­tiv­i­ties for OPPO fans and cus­tomers” he added.

Talk­ing on the fu­ture plans in In­dia, OPPO have R Se­ries which is the re­cently launched flag­ship se­ries in In­dia. Also, they are plan­ning midrange Neo se­ries and Mir­ror se­ries. OPPO will bring more prod­ucts cater­ing to the In­dian con­sumer de­mands. Com­pany is plan­ning to come up

with more mid seg­ment smart­phones which fits the bud­get and de­liv­ers the best in class ex­pe­ri­ence to our cus­tomers.

PAN­TEL

A young In­for­ma­tion Tech­nol­ogy and Com­mu­ni­ca­tion devices com­pany Pan­tel, sell­ing in­no­va­tive Tablet PC(s) un­der the brand name of Penta T-Pad(s) in In­dian, South-East Asian, GCC and African mar­kets. Pan­tel Tech­nolo­gies re­cent col­lab­o­ra­tion with Mau­ri­tius Tele­com - the tele­com ser­vice provider of Mau­ri­tius is fur­ther aid­ing in bring­ing dig­i­tal com­put­ing so­lu­tions to the Mau­ri­tian and African mar­kets at af­ford­able prices.

As part of their Go-To-Mar­ket strat­egy, they work closely with their part­ners to en­hance the over­all chan­nel ca­pac­ity. Due to strong chan­nel net­work they are able to grow busi­ness sig­nif­i­cantly. Pan­tel is gain­ing mar­ket share in a grow­ing mar­ket and ag­gres­sively ex­pand­ing cus­tomer base. They have had a good mar­ket share over the last few years.

Talk­ing about the re­cent de­vel­op­ment, Pan­tel has made the lat­est in tech­nol­ogy ac­ces­si­ble to the In­dian cus­tomers at Value-For-Money pric­ing. Pan­tel has a vi­sion to reach one and all with­out com­pro­mis­ing on their bud­get and con­nect the mass with the Dig­i­tal In­dia ini­tia­tive.

Pan­tel has re­cently launched some the most in­no­va­tive prod­ucts like Penta Ul­tra 4G, Penta WS802Q and Penta Win­dows Tablet WS802X (In­tel & Mi­crosoft) with 8’’ dis­play + 1.3 GHz Quad core pro­ces­sor + 16GB in­ter­nal stor­age. Be­sides, they have also ven­tured into Lap­top and PCs busi­ness.

Pan­tel Tech­nolo­gies has al­ways been in­clined to­wards con­sumers rather fo­cus­ing on the com­pe­ti­tion. With more than 450 ser­vice cen­ters across In­dia, they en­sure prompt re­sponse, and main­tain ef­fec­tive two way com­mu­ni­ca­tion with the cus­tomers.

Vi­jen­der Singh, MD, Pan­tel Tech­nol­ogy said, “We be­lieve that there still re­mains much to be done in the tablet space in In­dia. So, that will be our main pre-oc­cu­pa­tion. We are work­ing on a num­ber of value-en­hanc­ing aspects on the hard­ware as well as soft­ware front. Be­sides, the com­pany will also fo­cus on en­ter­prise ver­ti­cals like BFSI, retail, man­u­fac­tur­ing and lo­gis­tics, where the com­pany eye on the tremen­dous growth prospects com­ing with dig­i­ti­za­tion. Education is the ver­ti­cal where we in­tend to take a lead. As the coun­try is mov­ing to­wards the Dig­i­tal In­dia mis­sion, we will see more and more user cases com­ing up of re­mote education and aided education. At Pan­tel, we be­lieve ev­ery­one de­serves the choice of a bet­ter con­nec­tiv­ity in a smarter way. One that is per­sonal, ful­fill­ing and stands the test of time at a bud­get that fits your pocket”

With com­pe­ti­tion in ev­ery busi­ness seg­ment, In­dian tablet mar­ket is no ex­cep­tion. How­ever, there is noth­ing much to worry about. New play­ers as well as old keep dis­cov­er­ing new ap­proach to cap­ture mar­ket shares. In terms of num­ber, Pan­tel en­joy a ma­jor pie in In­dian tablet mar­ket. Ac­cord­ing to the com­pany, Sam­sung, Acer and Len­ovo can be con­sid­ered as a com­peti­tor to Penta.

Pan­tel Tech­nolo­gies fully sup­port Make in In­dia ini­tia­tive as it is a very en­ter­pris­ing con­cept by the new govern­ment, which can cat­a­pult In­dia into top man­u­fac­tur­ing economies of the world.

Re­al­iz­ing the same long back, Pan­tel has been ramp­ing up its lo­cal man­u­fac­tur­ing ca­pac­ity and ca­pa­bil­i­ties in its two man­u­fac­tur­ing units out of Roor­kee, Ut­tarak­hand to meet the grow­ing de­mand of Penta prod­ucts in the mar­ket and they are also plan­ning to put more as­sem­bly lines in th­ese two plants.

Talk­ing about the fu­ture plans, Pan­tel is fo­cus­ing at the trends and con­sumer be­hav­ior. “We dif­fer­en­ti­ate our of­fer­ings by pro­vid­ing in­no­va­tive, faster and more af­ford­able prod­ucts to the cus­tomers. Pan­tel Tech­nolo­gies will con­tinue to in­vest in the en­hance­ment of chan­nel ca­pac­ity as well as prod­uct in­no­va­tions and ser­vice ca­pa­bil­i­ties. Till now, Pan­tel Tech­nolo­gies has grown to be among the best known brands in the coun­try. Our am­bi­tions are clear that we want to be the leader in the busi­ness we op­er­ate” he added.

VIVO

Head­quar­ter in Brazil, Vivo legally known as Tele­fônica Brasil, mostly use brick and mor­tar strat­egy. Vivo fo­cus on de­vel­op­ing retail net­works and ex­clu­sive ser­vice cen­tres and are cur­rently work­ing with more than 8,000 em­ploy­ees and 10,000 re­tail­ers across In­dian ge­ogra­phies. Ac­cord­ing to their vi­sion in the In­dian mar­ket, In­dia is a huge mar­ket and holds enor­mous po­ten­tial.

Un­der the Go to Mar­ket strat­egy, Vivo as­so­ci­ated with some high pro­file prop­er­ties to reach out to tar­get group through prop­er­ties like Com­edy Nights with Kapil, MTV Road­ies and Vh1 Emerge Fes­ti­val. Vivo have also in­vested a huge amount in print ad cam­paign last year dur­ing Di­wali and cel­e­brated 100 Smart days which ended with New Year. Also, to suc­ceed in the mar­ket Vivo shall fo­cus mainly on great prod­ucts, pro­gres­sive brand and ap­proach young peo­ple.

Talk­ing about their range of prod­ucts, Vivo has launched three se­ries: X V and Y in In­dia with to­tal of 11 mod­els so far. X Se­ries with X5Pro & X5Max is pre­mium se­ries cater­ing to HNI group (en­trepreneurs, fash­ion lovers, etc.), while V Se­ries is their ex­clu­sive se­ries to In­dian mar­ket, which caters to the mid seg­ment, tar­get­ing young mu­sic lovers. Y se­ries lies in the af­ford­able seg­ment and is high on fea­tures and low on price.

Vivo has chan­nel strat­egy is very sim­ple as they op­er­ate through their re­gional state of­fices in dif­fer­ent state cap­i­tals. Fol­lowed by mi­cro-dis­trib­u­tors city-wise, which dis­trib­ute prod­ucts to dif­fer­ent re­tail­ers and MBO’s.

Vivo In­dia till now fo­cussed in de­vel­op­ment of strong retail net­work on ground. In year 2016 Vivo def­i­nitely tar­get­ing ev­ery ma­jor mod­ern trade out­let as a point of sale. We are now equipped with all the re­sources, lo­gis­tics & skilled man­power. We shall tie-up with ev­ery out­let within this year which shall agree with our poli­cies.

Alex Feng CEO, Vivo In­dia, CMO, Vivo Global shared his views, “Our jour­ney in In­dia has been very over­whelm­ing till now and the love, trust & sup­port re­ceived from our In­dian friends mo­ti­vate us to be more pro­duc­tive and de­liver the best in class qual­ity in af­ford­able price range. Keep­ing in mind the same aim, we re­cently in­au­gu­rated our man­u­fac­tur­ing plant in Greater Noida, which shall for now assem­ble all the prod­ucts avail­able in mar­ket and re­duce the cost of im­ports and hence help us de­liver com­pet­i­tive prod­ucts”.

To pro­mote the prod­uct and brand Most of the com­pa­nies have their brand am­bas­sador but Cur­rently Vivo don’t have any brand am­bas­sador.

They will look for a brand am­bas­sador in fu­ture de­pend­ing on mar­ket sce­nario.

Talk­ing about the ini­tia­tive of ‘Make In In­dia’ Vivo has strong sup­port to­wards PM Naren­dra Modi’s cam­paign un­der which Vivo have set up the first man­u­fac­tur­ing plant in Greater Noida, U.P. on their first an­niver­sary in In­dia re­cently. The new man­u­fac­tur­ing unit with a max­i­mum pro­duc­tion ca­pac­ity of one mil­lion devices a month will help cre­ate around 2,200 jobs. Vivo Mo­bile In­dia has in­vested ap­prox. Rs. 125 crores as its first phase of in­vest­ment in the 30,000 sq.m. fa­cil­ity which com­prises sev­eral as­sem­bly lines, qual­ity con­trol lab and ware­houses.

ZTE

ZTE is a com­pany that’s about in­no­va­tion and ex­per­i­men­ta­tion, and they dif­fer­en­ti­at­ing them­selves in a hy­per-com­pet­i­tive de­vice mar­ket by en­abling more in­tu­itive user ex­pe­ri­ences, pow­er­ing in­ven­tion with R&D and pa­tents, and adopt­ing a thought­ful ap­proach to mar­ket­ing and brand­ing. ZTE claim 2016 as “Chan­nel Store Year”, and they strongly be­lieve that ZTE pre­par­ing for go-to-mar­ket with a new prod­uct port­fo­lio, com­pet­i­tive pric­ing, and a strong dis­tri­bu­tion net­work from the North­ern and South­ern parts of In­dia.

Talk­ing about the strate­gies in 2016, ZTE will fo­cus on ‘The AXON’ se­ries, a pre­mium flag­ship devices de­signed to meet the needs of global busi­ness-minded con­sumers. In 2016, ZTE has also some­thing for young gen­er­a­tion. In line of their new se­ries they will also in­tro­duce The Blade se­ries, a stylish, yet af­ford­able pre­mium phone cur­rently sold in over 60 mar­kets for the young and young at heart. ZTE also fo­cus­ing on Smart­phones with smart voice and se­cu­rity strengths, wear­able devices, con­nected cars, and smart homes. ZTE is also de­vel­op­ing sys­tem-level in­tel­li­gent voice in­ter­ac­tion tech­nol­ogy, which will be an in­ter­ac­tive bridge for th­ese prod­ucts and user ex­pe­ri­ences.

Cao Kai, CEO, ZTE Ter­mi­nal In­dia shared his views on their chan­nel strat­egy and he said, “ZTE will fo­cus on both off­line and on­line chan­nels. We have ser­vice cen­ters across In­dia and will be open­ing more ser­vice cen­ters in the fu­ture. We are work­ing on our retail strat­egy, and so far we have part­nered with one of the big­gest dis­trib­u­tors in In­dia. The fu­ture looks bright for ZTE, as we will launch four to five smart­phones within this quar­ter”.

ZTE builds up its brand vis­i­bil­ity by us­ing sports and en­ter­tain­ment mar­ket­ing as a plat­form to en­gage with a wider base of con­sumers world­wide. In the U.S., ZTE is the of­fi­cial smart­phone spon­sor of five NBA teams; in Aus­tralia, ZTE spon­sored two lo­cal foot­ball teams; and in Ja­pan the com­pany spon­sor a base­ball team. Cur­rently, ZTE In­dia does not have any brand am­bas­sadors yet, but ZTE would like to as­so­ciate with sports in the com­ing months, as thier legacy takes us back to some great as­so­ci­a­tions with sports.

“We are ex­plor­ing all op­por­tu­ni­ties in In­dia and will open our own man­u­fac­tur­ing unit very soon. This will give us a chance to serve our cus­tomers bet­ter” He added.

ZOPO MO­BILE

ZOPO Mo­bile or sim­ply ZOPO is the com­monly used name of Shen­zhen ZOPO Com­mu­ni­ca­tions-equip­ment Lim­ited Com­pany, a Mo­bile Smart­phone maker in China, are cur­rently work­ing with their Ex­clu­sive part­ner AD­COM in In­dia. ZOPO are hop­ing to uti­lize their cur­rent pres­ence in re­gional mar­kets and ser­vice cen­ters across the coun­try.

ZOPO has 3 se­ries of phones – Speed, Flash and Color se­ries. They have launched Speed and Color se­ries in the In­dian mar­ket con­sti­tut­ing 9 mod­els so far. ZOPO had en­tered the In­dian mar­ket with their Speed se­ries and launched the Speed 7 and Speed 7 Plus handsets in the mid high range. Th­ese are known for their per­for­mance and speed of op­er­a­tion. ZOPO have also in­tro­duced the Color se­ries with 5 phones that are vi­brant and come in 5 col­ors, in the bud­get range. Flash se­ries are phones with high end cam­eras yet to be launched in In­dia.

Talk­ing on the strat­egy for In­dian mar­ket Kevin Xu, CEO, Zopo shared his vi­sion and said, “We launched our speed 7 & speed 7+ mod­els with Snap deal & Ama­zon re­spec­tively. And as of now we are present on all ecom­merce por­tals in In­dia. At the same time we have very ag­gres­sive and dy­namic ap­proach for off­line chan­nels. We have launched ZOPO in 14 cities as of now, start­ing with 3 in Kar­nataka, 4 in Maharashtra, 3 in Haryana, 2 in Orissa, Delhi & 1 in Pun­jab. We have city wise dis­trib­u­tor who is ap­point­ing 20-30 ZOPO au­tho­rized re­tail­ers whom we give all sup­port like in shop brand­ing, in shop pro­moter, etc . Like this 14 cities we will launch in 16 more in Jan, and will take this no. to 50 by the end of March tak­ing the num­ber of ZOPO re­tail­ers to 1500 which will cater to the off­line end users”.

LFR’s plays an im­por­tant role in brand recog­ni­tion. Most of the com­pa­nies’ tie-ups with LFR’s for tak­ing their brand or prod­uct in lime­light. ZOPPO also tak­ing this plat­form as a weapon and are talk­ing to few small retail chains in North & south In­dia where they will be able to Place ZOPO very soon and as the Brand gets more recog­ni­tion and aware­ness in whole of the coun­try, will ap­proach the ma­jor LFRs.

Talk­ing on the fu­ture strat­egy about the In­dian mar­ket ZOPPO will con­tinue to bring in more in­dulging devices across ranges. They have re­cently launched color se­ries in In­dia where ini­tially have launched 2 mod­els and 4 more mod­els are in pipe­line. Also they are launch­ing an­other HERO 1 in In­dia around 20 Jan­uary.

The In­ter­na­tional brand am­bas­sador for Zopo Speed Se­ries is Jorge Lorenzo. He is a three-time Mo­toGP world cham­pion.

Af­ter the visit of Prime Min­is­ter Naren­dra Modi to China, lots of Chi­nese com­pa­nies who are will­ing to take part in sup­port the ‘Make in In­dia’. Talk­ing on this Kevin Xu ex­pressed, “In­dia is a log­i­cal and im­pera-

tive step in our jour­ney to suc­cess. We have been con­tin­u­ously work­ing to­wards the ex­pan­sion of our global foot­print and ZOPO is ac­tively pur­su­ing its goal to en­ter and leave a mark in the ex­tremely en­tic­ing In­dian mar­ket.

We see a lot of po­ten­tial in the In­dian mar­ket. While Spain is our largest mar­ket right now, in the next 1-2 years, we ex­pect In­dia to ac­count for over 50 per cent of our sales.

Af­ter we reach a cer­tain sales vol­ume, we will start man­u­fac­tur­ing Zopo smart­phones in In­dia too. The time­line we see is in the next quar­ter”.

KAR­BONN MO­BILES

Buoyed by its in­vest­ment plans of Rs 800 crore in man­u­fac­tur­ing of mo­bile phones over the next three years, home grown hand­set maker Kar­bonn is tar­get­ing to be among the top three mo­bile phone brands in In­dia by next fis­cal.

Its man­u­fac­tur­ing units, lo­cated in Ut­tar Pradesh and Te­lan­gana, are ex­pected to start pro­duc­tion within the next two quar­ters and will help in cov­er­ing 60-70 per­cent of its do­mes­tic mar­ket re­quire­ments.

Kar­bonn have launched handsets in var­i­ous im­por­tant coun­tries of South Asia to in­crease the sales in ad­dress­able mar­kets. In the near fu­ture, they are also plan­ning to launch our­selves in Middle East and African mar­kets.

In or­der to tap th­ese mar­kets, Kar­bonn shall fo­cus on de­vel­op­ing a cus­tom­ized prod­uct range as per the coun­tries’ lo­cal re­quire­ments, com­ply­ing with lo­cal reg­u­la­tory au­thor­i­ties’ norms, ro­bust dis­tri­bu­tion chan­nel and af­ter sales ser­vices and lo­cal­ized mar­ket­ing strate­gies. For this fi­nan­cial year, com­pany is also fo­cus­ing on cre­at­ing a de­mand-driven mar­ket by launch­ing about 3-4 mod­els ev­ery quar­ter.

Be it Asian, Middle East­ern or African mar­kets, Kar­bonn seek to bring the best of tech­nolo­gies to the con­sumers at a price sen­si­tive bracket, which of­fers them the free­dom to en­joy the best of the mo­bil­ity world at the best pos­si­ble price con­stituent. Talk­ing about the Go-To-Mar­ket strat­egy, Kar­bonn of­fer­ing state-ofthe-art tech­ni­cal mar­vels at an af­ford­able range. Ac­cord­ing to their strat­egy, the In­dian phone man­u­fac­tur­ers have been able to cre­ate a space for them­selves in the mar­ket and have pro­vided cost ef­fec­tive op­tions for the con­sumers, which act as the ma­jor growth driv­ers in the In­dian mo­bile mar­ket. In to­day’s times, the con­sumers are very in­tel­li­gent and only de­vi­ate from their brand loy­al­ties if they are of­fered some­thing best at lower prices. It is thus at Kar­bonn work­ing con­stantly through var­i­ous as­so­ci­a­tions, tie-ups and in­vest­ing in R&D to tap the con­sumers and cre­ate a per­ti­nent brand con­nect with the au­di­ence.

“Our strat­egy worked and we were able to cre­ate faith of the peo­ple in Kar­bonn Mo­biles. In or­der to sus­tain that faith we pro­vided them, we have de­vel­oped a ded­i­cated team for af­ter sales ser­vices with low turn­around time for their queries. We are adopt­ing the same pol­icy in metro cities as well and re­ceiv­ing a great re­sponse. For cre­at­ing do­main ex­per­tise, Kar­bonn Mo­biles, be­sides the ground level ap­proach, has also in­vested heav­ily in re­search and de­vel­op­ment to churn out in­no­va­tive and unique fea­tures in sync with mar­ket trends along with in­vest­ing in var­i­ous as­so­ci­a­tions, con­sumer pro­mo­tions, etc.” said, Pradeep Jain, MD, Kar­bonn Mo­biles.

Kar­bonn tar­get­ing to change the face of the In­dian mo­bile phone mar­ket with qual­ity handsets and in­tend to be amongst the top 3 mo­bile phone brands by next fis­cal.

In­tend­ing to de­liver an in­no­va­tive smart­phone ex­pe­ri­ence, Kar­bonn en­deav­ours to bring fea­ture-rich mo­bile devices at dis­rup­tive pri­ce­points to the con­sumers. Kar­bonn’s “value-for-money” devices have cre­ated a niche in the In­dian smart­phone mar­ket, which has given the brand a head start amongst com­pe­ti­tion.

Kar­bonn USP in­clude value-for-money propo­si­tion, cus­tomer-cen­tric ini­tia­tives, wide­spread dis­tri­bu­tion strate­gies, ex­cel­lent af­ter -sales ser­vices with our net­work of over 900 ser­vice cen­tres and over 85,000 re­tail­ers across In­dia.

Talk­ing about the ‘Make In In­dia’ cam­paign, Kar­bonn has ex­pec­ta­tions set post the an­nounce­ment of Bud­get 2015, which is to en­cour­age the lo­cal mo­bile man­u­fac­tur­ers, In­dia is go­ing to achieve a 25% share in global mo­bile phone man­u­fac­tur­ing mar­ket by 2019.

“By in­tro­duc­ing the fa­vor­able poli­cies along with lo­cally man­u­fac­tured prod­ucts, we ex­pect to see bil­lion hands us­ing mo­bile phones for com­mu­ni­cat­ing and shar­ing data in com­ing years” he added.

Also, Kar­bonn Mo­biles, signed Akhil Akki­neni, the new face of Tol­ly­wood and son of Akki­neni Na­gar­juna as their brand am­bas­sador to­day. Akhil has been signed for a pe­riod of 3 years and will be rep­re­sent­ing Kar­bonn in their print, and tele­vi­sion cam­paigns as well as brand en­gage­ment ac­tiv­i­ties.

SPICE MO­BILES

Do­mes­tic hand­set maker Spice Mo­biles also holds big plans for the en­try-level smart­phones, with an ar­ray of sub-`4,000 smart­phones in the pipe­line to be launched in the near fu­ture. It also aims to grab 15-20% mar­ket share in this seg­ment.

In­dian Mo­bile phone in­dus­try wit­nessed the en­try of sev­eral multi­na­tional and home­grown com­pa­nies in the last few years, mak­ing the In­dian mo­bile hand­set mar­ket quite com­pet­i­tive, thus of­fer­ing In­dian cus­tomers a lot of op­tions in smart­phones rang­ing from bud­get to pre­mium. IDC fore­casts that the In­dian smart­phone mar­ket will more than dou­ble by 2018, with an­nual smart­phone sales grow­ing at an av­er­age growth rate of around 40% in the next five years.

Spice plan­ning to fo­cus on this en­try seg­ment of smart­phones and tar­get Tier II and III mar­kets with an aim to cap­ture a 15-20% share in this seg­ment through a new port­fo­lio of smart­phones with mar­ket lead­ing tech­ni­cal fea­tures priced at­trac­tively for ur­ban and semi-ur­ban cus­tomers.

Do­mes­tic play­ers like Spice Mo­biles have been present in the mar­ket for al­most a decade now and en­joy good brand equity amongst users. With a well-de­vel­oped ser­vice and dis­tri­bu­tion net­work, we reach a wide seg­ment of mo­bile users with a prod­uct port­fo­lio that of­fers in­no­va­tive tech­nol­ogy prod­ucts in ev­ery price bracket.

“We have wit­nessed that cus­tomers are loyal to their mo­bile brands and pre­fer to grad­u­ate to higher tech­nol­ogy prod­ucts with brands they have been us­ing in the past. Even though pre­mium buy­ers are at­tracted to­wards in­ter­na­tional brands, they rep­re­sent a very small sec­tion of the over­all mo­bile phone user base” Prashant Bin­dal, CEO, Spice.

“A large sec­tion of mo­bile phone users are econ­omy or value buy­ers, pre­fer­ring to buy high tech­nol­ogy prod­ucts at eco­nom­i­cal prices. With our wide range of af­ford­able mo­bile phones, we be­lieve that we are op­ti­mally po­si­tioned to cater to this large seg­ment of cus­tomers who are first time smart­phone buy­ers. In­dian cus­tomers are value-con­scious buy­ers and make in­ten­sive com­par­isons be­fore mak­ing a choice on the

hand­set brand, with key eval­u­a­tion fea­tures be­ing tech­ni­cal spec­i­fi­ca­tions, brand im­age, ser­vice sup­port and price. The brand pull of big­ger play­ers is no longer the key de­ci­sion mak­ing fac­tor for th­ese young cus­tomers, he added.

Spice Mo­biles has opened a lo­cal man­u­fac­tur­ing unit at Noida in Ut­tar Pradesh. The pro­duc­tion will be­gin by as­sem­bling fea­ture phones and then later will be ex­tended to smart­phones as well. The lo­cal unit will en­able us to launch a wider range of prod­ucts with a shorter turn­around time and ad­di­tion­ally re­duce the man­u­fac­tur­ing costs by 5-6% through sav­ings on im­port duty.

As a com­pany, Spice in­vest sig­nif­i­cantly in mar­ket re­search and with a lo­cal unit the com­pany can trans­late rel­e­vant con­sumer in­sights into prod­uct fea­tures and cater to con­sumer de­mands in a very short time. In line with com­pany’s vi­sion to cre­ate af­ford­able and high tech­nol­ogy mo­bile prod­ucts for a larger au­di­ence, Spice will now be able to do the same eco­nom­i­cally. Through the fa­cil­ity, the com­pany aims to in­tro­duce a wide range of mo­bile in­ter­net devices at af­ford­able costs. Spice con­cen­trat­ing their ef­forts to in­tro­duce an ar­ray of smart­phones un­der Rs 4,000 to cater to the huge In­dian mar­ket es­pe­cially the first time smart­phone buy­ers.

Spice also en­hanc­ing dis­tri­bu­tion and ser­vice strength across In­dia to reach out to a larger au­di­ence. In the com­ing year, com­pany plan­ning to part­ner with more in­ter­na­tional tech­nol­ogy part­ners to of­fer the best tech­nol­ogy to their cus­tomers.

Talk­ing about the ‘Make in In­dia’ Prashant Bin­dal said, “This cam­paign has been a sig­nif­i­cant move in this re­gard and it will em­power the sec­tor by at­tract­ing in­vest­ment bids from na­tional and in­ter­na­tional play­ers. By cre­at­ing a mo­bile man­u­fac­tur­ing hub in the coun­try, the govern­ment can make the sec­tor even more at­trac­tive for new and ex­ist­ing play­ers to en­hance in­vest­ments”.

CELKON MO­BILES

In­dia’s sixth-largest mo­bile handsets com­pany Celkon based in Hyderabad be­lieves in cre­at­ing of­fer­ings for ev­ery per­son. In de­vel­op­ing coun­tries such as East and West Africa, and Sri­lanka, this model has worked for them. Com­pany pro­vides the best-in-class qual­ity to all cus­tomers. Lit­tle in­no­va­tions like lo­cal lan­guage sup­port de­vel­oped in tan­dem with cus­tomer in­sights give the edge over in­ter­na­tional brands.

Celkon cur­rently have own R&D and de­sign cen­tre in Shen­zen China. The sta­teof-the-art fa­cil­ity has the ca­pac­ity to de­sign high tech­nol­ogy and fea­ture rich prod­ucts. Celkon is cur­rently present in 12 coun­tries, in­clud­ing Sri Lanka, Nepal, Sin­ga­pore, Zimba- bwe, Zam­bia, Nige­ria, Sene­gal, Kenya, Ukraine, Ge­or­gia and Turkey. Com­pany will be strength­en­ing their fo­cus in the ex­ist­ing in­ter­na­tional mar­kets and North In­dian states like Ra­jasthan and Pun­jab. They also look at ex­pand­ing to coun­tries like Rwanda, Bangladesh and Europe.

“In my opin­ion the shift is more to­wards bud­get phones. Ul­tra pre­mium cat­e­gory has its set of loyal cus­tomers. But with brands launch­ing phones at ex­tremely com­pet­i­tive prices, the mar­ket is shift­ing to­wards a bud­get phone. Ma­jor­ity of the cus­tomers to­day do not be­lieve in the midrange. More­over, even af­ter buy­ing a pre­mium phone, one would pre­fer to have a bud­get phone as a sec­ondary de­vice. In the com­ing years, only the ul­tra-pre­mium cat­e­gory will pre­vail, rest all will merge into the bud­get cat­e­gory” said Mu­rali Reti­neni, Ex­ec­u­tive Di­rec­tor, Celkon Mo­biles.

Sup­port­ing the ini­tia­tive of ‘Make In In­dia’, Celkon will ben­e­fit tremen­dously as the scale of smart­phone con­sump­tion will grow ex­po­nen­tially. Ac­cord­ing to the com­pany, The Govern­ment has shown its in­tent to cre­ate a busi­ness friendly en­vi­ron­ment and boost the ’Make in In­dia’ ini­tia­tive. How­ever, what is needed is in­vestor friendly poli­cies and ini­tia­tives to pro­mote the man­u­fac­tur­ing eco-sys­tem in In­dia. Re­duc­tion in cus­toms duty and sub­si­dies on ma­te­ri­als im­ported for as­sem­bling can im­prove af­ford­abil­ity to con­sumers by man­u­fac­tur­ing in In­dia.

“We have the ca­pa­bil­i­ties to scale up to that ex­tent. In fact, the trend has al­ready started set­ting. We are ex­pect­ing our smart­phone to fea­ture phone ra­tio to be 60:40 this year” he added.

LEN­OVO: THE DARK HORSE PUSH­ING FOR

THE LIME­LIGHT

It was to­wards the mod­dle of 2013 that Len­ovo got busy in the In­dian smart­phone mar­ket­place; in­ter­est­ingly, the com­pany started by im­ple­ment­ing a strat­egy that in­volved avoid­ing the pit­falls other in­ter­na­tional play­ers in the mar­ket had faced ear­lier.

The com­pany, which ini­tially in­tro­duced six of its phones to the In­dian mar­ket, signed deals with three na­tional dis­tri­bu­tion chains (in­clud­ing gi­ants In­gram Mi­cro and Red­ing­ton) while forg­ing a part­ner­ship with HCL Care for af­ter-sales ser­vice. It also tied up with mo­bile re­tailer Univer­Cell— a move aimed at cap­tur­ing a foothold in the South­ern mar­ket.

In ad­di­tion to this, Len­ovo kicked off a multi-crore ad­ver­tis­ing and mar­ket­ing cam­paign that was aimed to, in the words of Sud­hin Mathur, Di­rec­tor Smart­phones, Len­ovo In­dia “con­vince the In­dian cus­tomer that Len­ovo is more than just a PC com­pany.” “Un­der­stand­ing the In­dian mar­ket is im­por­tant… to that ex­tent we stated of­fer­ing EMI and buy­back schemes right from the be­gin­ning,” he added.

Two years down the line, the ef­forts seem to be bear­ing fruits for Len­ovo. Ac­cord­ing to IDC, Len­ovo to­day is the num­ber four smart­phone maker by vol­ume at 9.5% in In­dia, and num­ber three by value at 11%. While there have been sev­eral fac­tors, two rea­sons mainly ac­counted for this spec­tac­u­lar jump? One was the mobe to buy Mo­torola from Google, thus ig­nit­ing its smart­phone strat­egy in what is now the hottest mar­ket for th­ese devices in the world. The Moto line, which in­cludes first and se­cond gen­er­a­tions of the E, the G, and the X mod­els, has sold

mil­lions of its units to In­di­ans, pop­u­lar for their at­trac­tive spec­i­fi­ca­tions at mod­est prices, de­pend­abil­ity, and rugged­ness, mak­ing them the easy value-for-money pick in the coun­try.

An­other piv­otal rea­son for con­tin­ued mo­men­tum this year is its suc­cess with on­line sales of its en­try level, af­ford­able 4G smart­phones. Sales of its A6000 ($116) and A7000 ($130) devices have been on fire, help­ing it grab a 30% share of the 4G smart­phone mar­ket in the coun­try, ac­cord­ing to Coun­ter­point Re­search. Con­sid­er­ing that al­most 50% of all smart­phones shipped in In­dia were un­der $100 in the last quar­ter com­pared with only one-fifth of them in China in the same pe­riod, ag­gres­sively push­ing th­ese phones has been a very smart strat­egy. A point in sup­port of this ag­gres­sive pric­ing is the re­cent launch of K4Note for ` 12,000 and with its VR de­vice variant for about 1k more.

There are other plans on the anvil that should push up Len­ovo’s mar­ket­share. It has tied up with Flex­tron­ics to assem­ble its phones in the lat­ter’s 40,000 square feet Chen­nai fa­cil­ity and is tar­get­ing a dou­bling of pro­duc­tion to 10 mil­lion units an­nu­ally in In­dia from next year. It has also com­bined the sales teams for Mo­torola and Len­ovo in the coun­try and is plan­ning on launch­ing prod­ucts here first be­fore launch­ing them glob­ally

Len­ovo also in­tends trans­plant­ing its pop­u­lar phone cus­tomiza­tion pro­gramme Moto Maker af­ter launch­ing it in the US and Brazil. This ranges from al­low­ing its fans to tin­ker with the back pan­els of their phones and even per­haps tweak things like RAM or screen size in the fu­ture.

VIDEO CON

Gear­ing up to tap the bur­geon­ing mo­bile phone mar­ket in the coun­try, Video­con Mo­biles is in the process of set­ting up mo­bile hand­set man­u­fac­tur­ing plants in Hyderabad, Kolkata and Madu­rai, each with an in­vest­ment of be­tween Rs 40 crore and Rs 60 crore.

Ac­cord­ing to Video­con Mo­bile Phones, the com­pany’s fu­ture busi­ness strate­gies and man­u­fac­tur­ing ex­pan­sion plans are in line with the govern­ment’s ‘Make in In­dia’ ini­tia­tive.

Since its in­cep­tion, Video­con has tra­di­tion­ally been a man­u­fac­tur­ing-led group. The group has its lo­cal man­u­fac­tur­ing units at Au­rangabad and Ka­shipur. In ad­di­tion to put in more as­sem­bly lines in th­ese two plants, the group is aim­ing at in­creas­ing man­u­fac­tur­ing ca­pac­ity at its plants in Te­lan­gana and Tamil Nadu in the com­ing time, in line with the strat­egy to have much deeper dis­tri­bu­tion in the south.

Talk­ing about their Go -To - Mar­ket strat­egy, Com­pany’s fo­cus is to reach out to the con­sumers who be­lieve in qual­ity and in­no­va­tion and con­fide in do­mes­tic brands. With un­der­stand­ing of lo­cal needs and mar­ket re­sponse, their go-to-mar­ket strat­egy al­ways fol­lows the con­sumer-first ap­proach. With man­u­fac­tur­ing legacy and ex­ist­ing ca­pa­bil­i­ties, as well as fo­cused-mar­ket ap­proach, Video­con is very sure that in the com­ing months, Video­con mo­bile phones will be­come a rec­og­nized and re­spected player in the mo­bile hand­set space.

As con­sumers pre­fer af­ford­abil­ity and rich fea­tures, do­mes­tic play­ers like Video­con are cater­ing to ev­ery seg­ment whether its bud­get cat­e­gory or the pre­mium seg­ment. The tran­si­tion in con­sumer be­hav­iour for do­mes­tic play­ers can be seen in the mar­ket as con­sumers have al­ready es­tab­lished a huge mar­ket of pre­mium bud­get smart devices.

Jerold Pereira, CEO, Video­con Mo­bile shared, “In the last cou­ple of years, In­dian mo­bile mar­ket has wit­nessed a sig­nif­i­cant shift from brand con­scious­ness to af­ford­abil­ity yet qual­ity. While bud­get devices have been the big­gest pull fac­tor, con­sumers have cre­ated op­por­tu­ni­ties for sev­eral play­ers to do busi­ness in In­dia”.

Talk­ing about the Dog­i­tal In­dia, he ex­pressed, “With our con­sumer-first ap­proach, we aim to reach out to mass con­sumers and con­nect them with mo­bile and in­ter­net tech­nol­ogy to bring the dig­i­tal rev­o­lu­tion in their hands. Af­ford­abil­ity and qual­ity be­ing the pull fac­tors of ‘Dig­i­tal In­dia’ ini­tia­tive, we will con­tinue to in­tro­duce a mass port­fo­lio of smart­phones and bring top smart­phone fea­tures at a highly af­ford­able pric­ing, thus sup­port­ing ‘Dig­i­tal In­dia’ in a strate­gic man­ner”.

IN­TEX

As com­pe­ti­tion in the In­dian smart­phone mar­ket heats up, home-grown mo­bile hand­set ven­dor In­tex Tech­nolo­gies looks to fo­cus on mar­ket­ing. Do­mes­tic hand­set-maker com­pany In­tex Tech­nolo­gies has plan­ning to in­vest Rs 1,500 crore in man­u­fac- tur­ing and R&D in the next twothree years in or­der to con­trib­ute to Prime Min­is­ter Naren­dra Modi’s Make-in-In­dia ini­ti­ave.

Last year, In­tex Tech­nol­ogy en­tered into an agree­ment with Ra­jasthan State In­dus­trial De­vel­op­ment and In­vest­ment Cor­po­ra­tion (RIICO) to set up a 50 acre man­u­fac­tur­ing fa­cil­ity in Karoli in Bhi­wadi re­gion to make mo­bile phones, LED TV and al­lied prod­ucts. The com­pany al­ready has two man­u­fac­tur­ing fa­cil­i­ties in Jammu and Kash­mir and Hi­machal Pradesh.

The com­pany also tar­get­ing si­mul­ta­ne­ously it would also gen­er­ate 3,000 jobs in the coun­try. It plans to in­vest ` 1,000 crore in man­u­fac­tur­ing and ` 500 crore in anal­y­sis and im­prove­ment

within the sub­se­quent two to three years.

How­ever, the suc­cess of two tele­vi­sion com­mer­cials (TVCs), where it roped in ac­tor-di­rec­tor Farhan Akhtar as the brand am­bas­sador and the fo­cus on pre­mium of­fer­ings, is likely to bring about a change.

Ac­cord­ing to In­tex Tech­nolo­gies, its TVCs and brand­ing ini­tia­tives dou­bled mo­bile phone sales over the last 10 months from 4-5 lakh pieces a month to around 10 lakh pieces a month.

Nearly 15 per cent of the handsets sold are smart­phones. In this cat­e­gory, sales tre­bled to 150,000 from 50,000 (a month).

In­tex Tech­nolo­gies has roped in Tol­ly­wood star Ma­hesh Babu as its Brand Am­bas­sador for Andhra Pradesh & Te­lan­gana, to re­it­er­ate its com­mit­ment to South In­dia’s tele­com mar­ket. Ma­hesh Babu’s as­so­ci­a­tion co­in­cides with the launch of the In­tex Aqua Trend, which was in­tro­duced at an event in Hyderabad. In­tex has fixed an op­er­at­ing price of ` 9,444 for this lat­est ad­di­tion to its range of prod­ucts.

PANA­SONIC

Pana­sonic’s go-to-mar­ket strat­egy re­volves around reach­ing out to the right tar­get group and po­si­tion­ing of prod­ucts ac­cord­ingly. As a price-sen­si­tive and value-for-money mar­ket, their cus­tomers are mostly first-time users or up­graders, so each prod­uct is de­signed as per the re­quire­ments of dif­fer­en­ti­ated con­sumer groups. For ex­am­ple, Eluga Mark model is en­gi­neered for pro­fes­sional-users with its fin­ger­print sen­sor for added pri­vacy and se­cu­rity, and An­droid-for-Work BYOD (bring your own de­vice to work) sup­port. Pana­sonic’s bud­get smart­phones are aligned to serve the mid- and low-end seg­ment, where ma­jor growth op­por­tu­ni­ties lie in In­dia.

All the prod­ucts of Pana­sonic are po­si­tioned across var­i­ous cus­tomer ver­ti­cals, to ser­vice the bud­get, midrange, and pre­mium seg­ments. Com­pany has a port­fo­lio of al­most 30 An­droid-based smart­phones in In­dia, across three ranges –flag­ship Eluga se­ries, T-Se­ries and P-Se­ries. Pana­sonic smart­phones range from 3.5 to 5.5 inches in terms of dis­play and all prod­uct launches since Au­gust 2015 have been 4G/LTE en­abled with the roll­out of 4G band­width in In­dia. Com­pany also of­fer fea­ture phones un­der the EZ and GD range.

Talk­ing about their chan­nel strate­gies, Pana­sonic cater to both off­line and on­line chan­nels, but pri­mary fo­cus has been on the brick-and-mor­tar ecosys­tem. Though In­dia re­mains a retail-dom­i­nated mar­ket, Pana­sonic have adopted var­i­ous e-tail­ing chan­nels to open av­enues for growth in the dis­tri­bu­tion net­work. With e-com­merce gain­ing trac­tion in the smart­phone mar­ket­place, com­pany has planned to place em­pha­sis on the on­line chan­nel in the New Year to strike a bal­ance be­tween both.

Pana­sonic roadmap for the fu­ture is fo­cused on con­ver­sion to 4G devices. Year-on-year in­no­va­tion is rais­ing the bar in the in­dus­try, en­cour­ag­ing a 100% con­ver­sion from 3G to 4G smart­phones, as the rapid ad­vances of 4G tech­nol­ogy are low­er­ing the costs of 4G adop­tion vis-à-vis 3G devices. In 2015, Pankaj Rana, Busi­ness Head, Mo­bil­ity Divi­sion, Pana­sonic In­dia says, “we en­joyed a first-mover ad­van­tage, hav­ing re­leased 4G/LTE smart­phones with the ad­vent of 4G telecom­mu­ni­ca­tions in In­dia. More­over, we are de­vel­op­ing soft­ware dif­fer­en­tia­tors to cre­ate bet­ter user in­ter­faces and cam­era res­o­lu­tions and fea­tures at par with DSLRs. In 2016, curved and full HD dis­plays bio­met­ric-based sen­sors, and higher RAM and mem­ory stor­age and will be our key R&D fo­cus ar­eas. Our fo­cus has al­ways been on the util­ity and ease-of-use for the cus­tomer, as we be­lieve in em­pow­er­ing the con­sumer with in­creased func­tion­al­ity and ef­fi­ciency and al­low­ing users to do more with their smart­phone devices in a con­nected en­vi­ron­ment”.

Talk­ing about their brand­ing strat­egy, Varun Dhawan has been brand am­bas­sador since May 2013 for the smart­phones.

Pana­sonic sup­port the ‘Make in In­dia’ cam­paign and are look­ing for­ward to its ac­tu­al­iza­tion. Com­pany has plan to assem­ble smart­phones in In­dia through con­tract man­u­fac­tur­ing and are aim­ing to­wards fullfledged man­u­fac­tur­ing.

LAVA IN­TER­NA­TIONAL

Es­tab­lished in the year 2003 as Pace­tel Com­mu­ni­ca­tions and then in 2009, the com­pany was re­named Lava In­ter­na­tional are op­er­at­ing in a very com­pet­i­tive cat­e­gory and their GTM strat­egy varies for dif­fer­ent prod­ucts. As a brand they en­sure that the prod­ucts are de­vel­oped in line with con­sumer needs and in­sight­ful com­mu­ni­ca­tion is cre­ated for those.

To take the mes­sage to the tar­get au­di­ence, Lava de­ploys an in­te­grated me­dia mix for most of their cam­paigns with TV be­ing the lead medium for flag­ship prod­ucts. Out­door and Cinema are used in se­lected ge­ogra­phies to re­in­force the mes­sage.

Dig­i­tal is a key part of Lava’s strat­egy as it plays an im­por­tant role in the con­sumer’s pur­chase cy­cle, be it aware­ness, in­flu­ence or pur-

chase it­self. A lot of re­search hap­pens on­line even if a con­sumer buys the prod­uct from off­line retail. De­pend­ing upon the brand & com­mu­ni­ca­tion ob­jec­tive, dig­i­tal gives us the abil­ity to cus­tom­ize ap­proach in reach­ing out to the de­sired tar­get au­di­ence with cus­tom­ized/ con­tex­tu­al­ized mes­sages. While on one hand com­pany use so­cial chan­nels to drive en­gage­ment & build affin­ity to­wards the brand, on the other hand Lava use search & dis­play ad­ver­tis­ing to in­flu­ence con­sumers who are in the ac­tive pur­chase cy­cle. In ad­di­tion to this, Lava also plan ac­tiv­i­ties across key touch points in retail to cap­ture con­sumer’s and re­tailer’s share of mind.

Talk­ing about on their prod­uct cat­e­gories, Lava’s en­deavor is to make valu­able tech­nol­ogy ac­ces­si­ble through dif­fer­en­ti­ated prod­ucts that are great on ex­pe­ri­ence and em­power peo­ple to do more, and be more. Lava has a wide prod­uct port­fo­lio en­com­pass­ing tablets, fea­ture phones and smart phones with var­i­ous mod­els in bar and touch form fac­tors at mul­ti­ple price points to suit all seg­ments of con­sumers. The port­fo­lio starts at INR 900 and goes up to INR 12000. All prod­ucts are de­signed & de­vel­oped ba­sis con­sumer needs and th­ese change as com­pany move up the price lad­der. Pric­ing ul­ti­mately bal­ances the prod­uct ben­e­fit be­ing of­fered to the con­sumers and that is done keep­ing the com­pe­ti­tion land­scape in mind. Cur­rently, Lava also work­ing on of­fer­ing a se­ries of 4G smart­phones across mul­ti­ple price seg­ments.

Navin Chawla, Sr. Vice Presi- dent and Head-Prod­uct, Lava In­ter­na­tional says. “Lava is the only com­pany in In­dia with 100% sin­gle lay­ered dis­tri­bu­tion as against all our In­dian com­peti­tors that have mul­ti­ple lay- ers. It com­prises of 1115+ dis­trib­u­tors and 101441+ re­tail­ers. The com­pany has made sig- nif­i­cant in­vest­ments in its sales and ser­vice dis­tri­bu­tion net­work, which com­prises 1060+ ser­vice cen­ters through­out the coun­try, and a unique & re­li­able sales and ser­vice dis­tri­bu­tion (SSD) net­work com- in­for­ma­tion to the cus­tomer” he added.

Talk­ing about their brand­ing for their prod­ucts, as of now Lava do not have a brand am­bas­sador. They are eval­u­at­ing all op­tions and shall com­ment on this at the ap­pro­pri­ate time.

Ask­ing on the Make in In­dia’ cam­paign, Lava aim is to bring the en­tire com­po­nent ecosys­tem here in In­dia so the coun­try is self-suf­fi­cient as a global man­u­fac­tur­ing hub. Lava have set up two man­u­fac­tur­ing units in the coun­try. One in Noida and other one at Tiru­pati. Lava will in­vest ` 2,615 crore over the next seven years for its man­u­fac­tur­ing func­tions. The units will have a com­bined ca­pac­ity of 18 mil­lion handsets per month.

Mike Wang, CEO, OPPO Mo­biles In­dia

Peter Chang, Re­gional Head, South Asia & Coun­try Man­ager, ASUS In­dia

Vi­jen­der Singh, MD, Pan­tel Tech­nol­ogy

Alex Feng CEO, Vivo In­dia

Kevin Xu, CEO, Zopo

Cao Kai, CEO, ZTE Ter­mi­nal In­dia

Pradeep Jain, MD, Kar­bonn Mo­biles

Prashant Bin­dal, CEO, Spice

Sud­hin Mathur, Di­rec­tor Smart­phones, Len­ovo In­dia

Mu­rali Reti­neni, Ex­ec­u­tive Di­rec­tor, Celkon Mo­biles

Ke­shav Bansal, Di­rec­tor, Mar­ket­ing In­tex Tech­nolo­gies (In­dia) Ltd

Jerold Pereira, CEO, Video­con Mo­bile

Pankaj Rana, Busi­ness Head, Mo­bil­ity Divi­sion, Pana­sonic In­dia

pris­ing 59+ CFAs. Re­cently, Lava was de­clared as the most trusted smart phone brand in prod­uct qual­ity and af­ter sales ser­vice amongst all In­dian brands by Sil­i­con In­dia”.

“We be­lieve that our sin­gle­layer dis­tri­bu­tion model en­able us to be very close to the cus­tomer and hence have full con­trol on the prod­uct. We are bet­ter po­si­tioned to com­mu­ni­cate prod­uct ben­e­fits to re­tail­ers who in turn pass on the right prod­uct

Navin Chawla, Sr. Vice Pres­i­dent and Head-Prod­uct, Lava In­ter­na­tional

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