1. A
Product Project Report
On
IMC TOOLS USED BY
MICROMAX MOBILE
Prepared by
Harshad trada
Submitted to
Prof.asif memdani
Institute name
Noble group of institution- junagadh
Academic year
2012-14

2. IMC (Integrated Marketing Communication) tools used by
MICROMAX
IMC Communication Tools
IMC Communication Tools
Advertising
Direct
Marketing
Interactive/
Internet Marketing
Sales
Promotion
Publicity/Public
Relations
Personal
Selling

3. INTRODUCTION OF MICROMAX MOBILE
Advertising is theone of thebiggest tool to development of integrated mar
ketingcommunication. So the Micromax uses IMC tools to promote the product and
build the strong image of the brand in the consumers mind. Integrated Marketing
Communication (IMC) is the practice of unifying all marketing communication tools so the send
a consist, persuasive massage promoting company goals. With a 360 degree advertising and
marketing strategy sketched out, the company has an optimistic outlook for the telecom
consumer space. Currently present in more than 40,000 stores cross the country, the
company plans to have an aggressive market incursiontoreachout to its customers
through 70,000 operational stores in the coming year.
Micromax, the 12th largest handset manufacturer in the world, started as an IT software
company in the year 2000 working on embedded platforms. In 2008, it entered the mobile
handset business and by 2010, it became one of the largest Indian domestic mobile handsets
company by offering unique yet affordable innovations. Through its emphasis on adapting to the
changing market dynamics, introducing feature-rich phones and smart phones that are innovative
and unique, Micromax has today 22 per cent market share in the Smart phone segment in India.
Though the company has many firsts to its credit when it comes to the mobile handset market
including the 30-day battery backup, dual SIM, QWERTY Keypad, Universal Remote Control
Mobile Phone etc., Micromax had to fight the giant Nokia, who was the market leader at that
time in the handset market.
The following tools of IMC are being used by Miramax: For marketing of its products
the company is riding on two enduring Indian obsessions– sports and films–to build its
brand. Following up on its association with the popular Twenty20 cricket Indian Premier
League(IPL), Micromax, a brand that is less than three years old, has become the title sponsor
of a l m o s t a l l t o u r n a m e n t s a n d s e r i e s o f w h i c h I n d i a i s a p a r t ,
i n c l u d i n g t h e r e c e n t l y concluded Asia Cup, the forthcoming India -Sri
Lanka Test series and the India -New Zealand-Sri Lanka tri-series in August. The
objective behind the cricket “roadblock”, as such behavior is termed in advertising,
is to drive brand awareness and recall. The company believes that while
cricket may boost a brand instantly, viewers may still not remember the brand
after the match or the
t o u r n a m e n t . E v e n i f c o n s u m e r s r e m e m b e r a s e r i e s , t h e y m a y n o
r e m e m b e r t h e a d v e r t i s e r s . T h a t ’ s w h e n t h e y t h o u g h t o f a r o a d b l o c a
d d e c i d e d t o s p o n s o r a l l cricketing properties post IPL.Bollywood is also a major
platform for the brand, which is targeting consumer’s between18 and 27 years. Bollywood’s
most bankable star Akshay Kumar was signed on as the brand ambassador six months
ago. More recently, his wife Twinkle Khanna was engaged to promote Micromax’s bringing
phone that comes with Swarovski crystals and a vanity mirror. To push its association
with films, the firm also sponsored the IIFA (International Indian Film Academy) Awards held
in Sri Lanka, where Micromax recently launched its phones. The brand is now ready to enter
Bangladesh and West Asia.

4. Advertising:-
Broadcast media Micromax use television to broadcast their advertisements. Apart from using cricket,
films, celebrity Micromax also advertise through news papers. They also utilize hoarding and bill boards
to advertise their products. Prime site recently kicked off a month-long campaign for Micromax mobile
phones in Delhi, executed mostly through hoardings. Going further, this promotion will be extended to
the other regions of northern India as well. On the brief and objective of the campaign. The city of
launch was Delhi to start with, and post which we did the launch in Patna and Jaipur. Indore is next in
line. There are more cities where the campaign will be launched in the near future for which we would
be briefed accordingly. All the Medias used by Micromax are very carefully selected as to reach its
target audience and through each medium the innovative aspect of the product is portrayed.
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Direct marketing
Tell us customers will receive Scratch n’ Match cards in the mail. These will be similar to lottery
tickets, in the way that you have to scratch the card and if your symbols. Pictures of the
Micromax canvas match, then you win a prize. Everyone will win a Prizes can be collected at
the “Find your Match” event, and the direct mail piece will also act like an invitation to the
event. A group of Nokia representatives will be appearing at major festivals in Ottawa, Toronto,
and Vancouver. They will set up a Micromax canvas booth that will provide information about
the phone, and plans available with Telus. The “Find Your Match” game will be available at
every booth, along with draws for a free phone, and information regarding our Find Your Match
event. Every street team will come equipped with Micromax canvas features] puzzlestickers as
a promotion for our event. The booth will also include one of our Micromax canvas phone
Booths to help people who have been separated from their group, or anyone who needs to
borrow a phone.

5. The strategically developed advertisement campaign by Micromax, targeting Apple iPhone
might be little cheeky but the company is anticipating good response to it. The latest print
advertisement released by the company to promote Micromax A70 android phone with the
tagline "i can afford this phone" resembles the most stunning product for apple, the "Apple
iPhone". Micromax, which is doing good business in the Indian market and has already become a
threat for Nokia. It is now targeting on Apple iPhone with the release of Micromax A70 Android
Smartphone. According to the top executives of the company the advertisement strategy adopted
is not to override the Apple iPhone, but to convey the message that A70 is one among the best
android smart phones at an affordable price.
Internet marketing:-
Direct target through the two website to get more consumers. The Micromax mobile introduce
to a specific marketing strategy to target audience and sale the mobile. Generate revenue through
purchase of Micromax to get more effective marketing of Micromax Company. Micromax uses
the internet to promote its products. The company has its own website, which is quite simple to
navigate through. The website allows customers to become interactive through the various
mobile games, contests, application, and through a special section of the website that enables
consumers to find out how they can help their community. Also in the modern era of
communication and networking, the company uses various social networking sites like Face
book, YouTube, Twitter to connect with the consumers and aware the customer about Micromax
mobile.. The internet marketing thus helps to reach to those consumers who can’t afford to spend
time on T.V and are always online.
Sales promotion:-
For marketing of its sales products the company is riding on two enduring Indian obsessions–sports and
films–to build its brand. Following up on its association with the popular Twenty20 cricket Indian
Premier League (IPL), Miramax, a brand that is less than three years old, has become the title sponsor of
almost all tournaments and series of which India is a part, including the recently concluded Asia Cup,
the forthcoming India-Sri Lanka Test series and the India-New Zealand-Sri Lanka tri-series in August.
The objective behind the cricket “roadblock”, as such behavior is termed in advertising, is to drive brand
awareness and recall. The company believes that while cricket may boost a brand instantly, viewers may
still not remember the brand after the match or the tournament. Even if consumers remember a series,
they may not remember the advertisers. That’s when they thought of a roadblock and decided to sponsor
all cricketing properties post IPL.
Bellwood is also a major platform for the brand, which is targeting consumers between 18 and 27
years. Bellwood’s most bankable star Akshay Kumar was signed on as the brand ambassador six months

6. ago. More recently, his wife Twinkle Khanna was engaged to promote Micromax’s bring phone that
comes with Swarovski crystals and a vanity mirror. To push its association with films, the firm also
sponsored the IIFA (International Indian Film Academy) Awards held in Sri Lanka, where Micromax
recently launched its phones. The brand is now ready to enter Bangladesh and West Asia.
The latest promotional activity by Micromax is Micromax ‘Fly to Brazil’ contest. To participate
in this contest you have to buy the Micromax mobile handset. Just answer the simple questions
and send it to 56882. The 3 lucky winners will get chance to go to Brazil at Khatron ka Khiladi
set for 3 days and all expenses will be of Micromax. Isn’t interesting trick to attract the
consumers. Micromax mobile has spending its lot of budget in doing promotional activities and
has allocated Rs.100 for marketing communication. As per sources Micromax mobile is planning
to spend further 60% in ATL and 40% in BTL promotional activities.
Micromax mobile offers the mobile phones loaded with all multimedia features like in built
Camera, web browsing, FM radio, MP3 player, Video player, Games and lots more. The prices
of the Micromax mobile are very reasonable as compare to other mobile brands. In short its gives
all high tech features in a low price. Micromax is fulfilling the requirement of all these segments
like business men, college goers, house wives, Professionals and entry level group. The cool and
most demanded mobile phones by Micromax mobile are Micromax Q3 ezpad, Micromax Q7,
Micromax Q55 Bling, Micromax W900, Micromax Q6, Micromax X1i and Micromax X500.
These are some of the top most selling mobiles phones of Micromax.
Publicity/public relation:-
A company’s most valuable ally is the press, this is our direct voice to our audience. Après
release will be sent to expose newspaper readers within our demographic to tell people about out
the Find Your Match event. The press release is a good way for the event to achieve more
credibility in the eyes of the reader because it is not a straight advertisement. This is also a good
way to get attention with at no added cost to Micromax. This will allow us to reach our target
audience in a way that will not seem so direct. They will be lead to believe that the event was
impressive enough to capture the attention of an established publication. This will make the
reader less reluctant to attend and encourage them to be more open to the idea of the event in
general.
Personal selling:-
Phone companies have begun selling personal data, such as addresses, Web browsing history,
apps downloaded, and videos watched, to the highest bidder, CNNMoney reports.
In mid-October, Verizon Wireless changed its privacy policy to allow the company to record
customers' location data and Web browsing history, combine it with other personal information

7. like age and gender, aggregate it with millions of other customers' data, and sell it on an
anonymous basis.
Personal data such as that could be very useful — and lucrative — to third-party companies who
wanted to figure out, for example, the best place to open a new pet store. The owner could buy a
marketing report from Verizon about a designated area. The report might reveal which city
blocks get the most foot or car traffic from people whose Web browsing history reveals that they
own pets.
According to CNNMoney, Verizon is the first mobile provider to publicly admit that it is
actually selling customer information directly to businesses — all for financial gain. All four
national carriers use aggregated customer information to help outside parties target ads to their
subscribers. AT&T, Sprint and T-Mobile insist that subscriber data is never actually handed over
to third-party vendors.