Ruchita Harjai Karthik Ranganathan Rupjeet Kaur Tejas Mukadam Aditya Joshi

201053 201072 201074 201099 2010

BRAND IMAGE
How the brand is now perceived

BRAND IDENTITY
How strategists want the brand to be perceived

BRAND POSITION
The part of the brand identity and value proposition to be

actively communicated to a target audience

Brand Identity

Results
Brand Strategist

Strategy

Brand Image
Brand Position

Customers & Potential customers

Messaging

Marketing, PR, Product

Brand identity is a unique set of brand associations that the brand strategist aspires to create or maintain. These associations represent what the brand stands for and imply a promise to customers from the organization members.

Brand Identity Brand as Product Brand as Organization Brand as Person Brand as Symbol

Value Proposition

Credibility

Brand-Customer Relationship

Extended

core

Brand As Product 1. Product Scope 2. Product Attributes 3. Quality/Value 4. Uses 5. Users 6. Country

Brand as Organization 1. Organizational Attributes 2. Local vs. Global

Brand As Person 1. Personality 2. Brandcustomer relationship

Brand As Symbol 1. Visual Imagery and metaphors 2. Brand Hreritage

Brand as Product
Product Scope
Micromax products were towards the lower end of the pricing spectrum, the brand was focusing on adding more features at a reasonable price . The focus was more on value than price. A clear differentiation was a significant factor that aided the significant growth of micromax brand in Indian market.

Product Attributes

Handsets with 30 days battery backup Handsets with Dual SIM / Dual Standby Handsets Switching Networks (GSM - CDMA) Qwerty Keypad Handsets Operator Branded 3G Handsets OMH CDMA Handsets, etc.

Uses
Micromax X235 can also be used as a remote control for

televisions and A/Cs. Micromax G4 Gamolution with a motion sensor gaming console.

Users

Micromax has divided its target users into three categories the rural sector, the urban youth and the high profile users. Micromax is solely targeting the rural segment right now as it promises the maximum number of consumers and all they demand from a handset is regular features at an affordable price. The youth segment is the second most important segment, whom the brand will appease with innovative features such as a memory card with more capacity, better music and camera quality and a trendy face value. The third segment or the premium class 'technological innovation' will be the catchword.

Brand as Organization
Innovation
Micromax increased the size of the battery to 1800 mAh, as a result of which its X1i phone lasts for 30 days on standby and that too at an affordable price of Rs 2,150. To suit the requirements and preferences of different consumer groups, Micromax has released Android and touchscreen handsets for less than Rs 7,000 each The company decided to give around 5% commission to each of its distribution chain partners, which rapidly led to increase in sales.

Consumer Concern
Micromax has more than 370 strategically located sales service

centres in India, and also one each in Nepal and Sri Lanka
In addition to the service centres, Micromax also has tie ups

with five third party owned, modular (component) service centers which are exclusive to Micromax and provide a full suite of after sales services excluding chipset and printed circuit board (PCB) replacement

Local vs. global

With Mobile Handsets fast becoming a commodity with mobile

apps and services becoming the more important factor, Global Handset Hardware Companies are seriously threatened.
Micromax which is the most successful amongst the host of

small, nimble Indian companies has already starting marketing its phones in the Middle-East. With low cost $100 Android phones it could lead major prices wars in the West as well.

Brand as a Personality
Micromax Q55 Bling: Micromax offered this handset with swarovski embedments making it a very womanized handset. Micromax G4 Gamolution: A phone with a motion sensor gaming console, offered a very teenage boy image making it famous amongst the users who enjoy cell phone gaming. Micromax W900 Windows Mobile, GPS Navigation: The phone with windows and GPS navigation offered an executive/business class image.

Brand as a Symbol

A strong symbol can provide cohesion and structure to an identity and make it much easy to gain recognition and recall. Its presence can be a key ingredient of brand development and its absence can be a substantial handicap.
Elevating symbols to the status of being part of the brand identity reflects their potential power. Anything that represents a brand can be a symbol.

Brand Heritage

Micromax has the tagline " Nothing Like Anything through which the brand wants to convey that every product from Micromax has something unique. It is not just like any other product.
Micromax launched its first phone in the rural market with a very unique USP- 30 days battery standby time. The brand was launched from a consumer insight that most of the rural households do not get enough electricity to recharge phones on a daily basis.

Besides the focus on product development, Micromax has invested heavily in brand building. The brand is one of the big spenders in the current IPL. Micromax has centered much of its brand building exercise around cricket. It was one of the principal sponsors of the South Africa VS India ODI series in 2010.