INTRODUCTIONExecutive 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.Company profileMicromax 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 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 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.

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.

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 hourOBJECTIVES: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

TARGET MARKETThe 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

RESEARCH METHODOLOGYResearch 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 STUDYThe main objective of this research is to study the market conditions through the following elements:

PopulationThe 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 SampleThe research was conducted within the areas of Kilpauk and Anna Nagar, located in Chennai and the sample size is 35. InstrumentationThe 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 return the surveys. The participants were asked to complete the survey and return it to the researcher.

DATA COLLECTING AND RECORDINGThe 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 METHODGraphs are used, as they give a birds eye view of the entire data and the information presented is easily understood.

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

6. Do you have a vacuum cleaner? Yes No7. Have you ever had an encounter with a robot? Yes No8. How much do you spend monthly on your house maintenance? -5000- 10000 10000- 20000 20000-30000 > 300009. Will you be interested to purchase a robot product? Yes No Maybe10. If No, why? I dont trust technology I prefer to do the work by myself Other reasons

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.

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.

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.

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.

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.SWOT ANALYSIS

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 2012It 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)RobohawkSuberbot TerminatorBlackcat slim Window cleaning robots ( Each product with different specification offered at different prices)WindoroWinBotEven 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.BUDGETThe total amount set for the campaign is Rs 7, 00, 00,000. The amount was allocated to various media and production costsPrint- Rs 2, 00, 00,000Online- Rs 2, 00, 00,000TV- 1, 00, 00,000.Outdoor - 1, 50, 00,000.Production - 5, 00,000.

Print media break up (26th March- 15th 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 paperSize of the AdNo. of ads (frequency)Per ad costTotal Cost

HinduFull page1 (Sunday)54,82,6205482620

Times of India8*66 (Mon, wed, Fri)77,280463680

Times of IndiaHalf page6 (Tue, Thur, Sat)13,28,2507969500

Times of IndiaFull page2 (Sunday)27,62,7605525520

Total Cost19441320

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, 86,000Chennai 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

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 HinduFull page: 5482620 x 1000=9356.00 586000

Per person is Rs 9.356

Television media break up:

Name of the ChannelTime slotRate per 10 secTotal rate for 30 seconds

Star Vijay8-11 pm54,39016,31,700

Star Plus8-11 pm419341,930

Star World8-11 pm49514,850

STRATEGY AND EXECUTION:

The proposed schedule for the campaign:

20th March to 25th 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.26th march to 30th 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. 1stApril-15th 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.

15thApril-30thApril- 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.

CREATIVESSCRIPTTV 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-1INDOOR DAYLOCATION - BEDROOMMid 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. ISuggestion shot. Mom Dont take tension. Use this.C/U shot of our product PROCLEANVFX 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- 2INDOOR DAYLOCATION LIVING ROOMPanning (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!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-1OUTDOOR DAYLOCATION - 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 cleanTwo 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 jealousFew shots of PROCLEAN.Voice over: PROCLEAN! CLEANLINESS GUARANTEED

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