1

INTRODUCTION
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 everyones
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 havent 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, PCs, 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 Womens Line of Devices
Q55 Bling phone- First womens 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 companys 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 todays 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 birds 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 dont 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
dont 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 dont 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 largerobots 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 husbands 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 shes already late.
She panics as she takes a look at the clock. C/U shot of the clock.
Voice over: Oh my god!! Its 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 ladys 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, Im going to call and cancel the brunch plan. I
Suggestion shot. Mom Dont 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 Thats 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 Serenas 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 its nothing but PROCLEAN.
SCENE-1
OUTDOOR DAY
LOCATION - PARK
Two shot of two ladies. Neeta Meera, did you visit Serenas 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! Dont her kids play or spill colors at all?
Mid zoom. Serena enters the frame.
C/U of Serena.Hey ladies!Wanna know my secret? Its PROCLEAN! The
cleaning robot!
C/U of the two ladies, shocked. Robot??
Shots of PROCLEAN and VFX of how it cleans the house.
Serenas 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