KARBONN HAS MADE WAVES IN SEMI-URBAN AND RURAL MOBILE HANDSET MARKET. HERE, SHASHIN DEVSARE TALKS TO SURBHI CHAWLA ON HIS PLANS TO SCORE IN URBAN INDIA
He started late in the telecom revolution in India entering the mobile handset market in 2009 only. But within the first year, Shashin Devsare, Executive Director, Karbonn Mobiles has taken quantum leaps to make his company a major player in the semi-urban and rural market. With over 5 million mobiles sold till date, Shashin aims to take on urban India replete with confidence.
You have a very aggressive marketing strategy; what can we expect from Karbonn Mobiles in terms of the entire 360 degree plan?
I think that the high impact activities are going to continue. The important thing is that we have seen a lot of clutter being created, so, obviously we would be looking at clutter breaking activities. The approach is going to be in terms of defining ATL and BTL activities in such a way that there is a high impact that is created at market place and consumer segments, whether it is semi-urban, rural or urban. Initially we were only looking at semi-urban and rural markets but now we are also looking at urban customers.
What marketing strategies are you adopting for the urban market?
Obviously the marketing mix has to undergo a change once your target audience definition becomes broader. Media mix will undergo a change. What we are going to look at is similar high impact activities like IPL.
Now that you have a fair brand presence, will you focus entirely on BTL marketing activities?
There are two strategies. One is that we have a very interesting array of products that are going to be unleashed in the second half of this year, so we are going to be looking at specific product messaging. Secondly, it is going to be through BTL which is the product experience itself.
He started late in the telecom revolution in India entering the mobile handset market in 2009 only. But within the first year, Shashin Devsare, Executive Director, Karbonn Mobiles has taken quantum leaps to make his company a major player in the semi-urban and rural market. With over 5 million mobiles sold till date, Shashin aims to take on urban India replete with confidence.
You have a very aggressive marketing strategy; what can we expect from Karbonn Mobiles in terms of the entire 360 degree plan?
I think that the high impact activities are going to continue. The important thing is that we have seen a lot of clutter being created, so, obviously we would be looking at clutter breaking activities. The approach is going to be in terms of defining ATL and BTL activities in such a way that there is a high impact that is created at market place and consumer segments, whether it is semi-urban, rural or urban. Initially we were only looking at semi-urban and rural markets but now we are also looking at urban customers.
What marketing strategies are you adopting for the urban market?
Obviously the marketing mix has to undergo a change once your target audience definition becomes broader. Media mix will undergo a change. What we are going to look at is similar high impact activities like IPL.
Now that you have a fair brand presence, will you focus entirely on BTL marketing activities?
There are two strategies. One is that we have a very interesting array of products that are going to be unleashed in the second half of this year, so we are going to be looking at specific product messaging. Secondly, it is going to be through BTL which is the product experience itself.
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Source : IIPM Editorial, 2011.
An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).
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