MAA Bozell

Presentation to
UniverCell

MAA Boz
Recap of Brief

1. Plans on the map to enter new markets

2. To build Brand Equity / Brand Salience

3. To have a powerful positioning in the market.

4. To reinforce leadership position

MAA Boz
Agency Task

To recommend Communication Plan for New Launches

To recommend a Brand Positioning Statement

To recommend a Brand Campaign

To recommend Tactical Activities.

MAA Boz
Market Insights

Unlike other products,Cell Phones find places in most shops

Segment where up gradation happens at a faster rate

Consumers have product knowledge only for basic models

Most retailers lack product knowledge

MAA Boz
UniverCell Today

In the market from the day the segment opened up

10 Years of category experience and knowledge

Business model around quality perception

A well designed and info packed website

Loyal Univercell Customers

MAA Boz
Consumer Behavior

Consumers are ambitious and are looking for the best

Willing to pay that extra to get the best

Status symbol purchases are raising

FMO phenomenon induces up gradations

Word of mouth drives customers to specific retail point

Customers prefer leadership brands.

MAA Boz
Consumer Attitudes towards Brand Leaders

Consumer feels safe on using/buying a brand leader

- Connotes quality, reliability, trust, value for money

- Nothing can go wrong
- Used money wisely
- Made a ‘smart & best’ decision
- Feel good about it

MAA Boz
Consumer Attitudes towards Brand Leaders

Provides recognition and identity among peers

- Ownership/usership of leadership brand

- elevates the consumer in his own eyes
and in the eyes of the onlooker

MAA Boz
Consumer Attitudes towards Brand Leaders

There could be two brand leaders in a category,

a mass appeal brand and a high quality brand
Consumers are rational enough to recognize and
accept this duality

MAA Boz
Consumer Attitudes towards Brand Leaders

Consumers are willing to forgive a brand leader

- Anybody can make a mistake. It happens

A brand’s commitment to a social cause (for handicapped

children, education of poor, etc) enhances its image as a ‘good’
brand and helps in achieving leadership status

MAA Boz
 Finally What makes a Brand Leader

Synonymous Financially
International
with Category strong
name

Wide Established Highest Cares for

Quality/Value Selling Consumer
Presence name/trust

Social
Informative Innovative
Commitment
Advertising

MAA Boz
The Golden Rule

No two com panies or no two brands in the same

category can have the same strategy.

MAABoze
MAAProprietary o
Tol

Crunch & Breakthrough

MAABoze
The Crunch

Only category with consistent demand

MAABoze
The Breakthrough

Position the brand on experience, which

would set us apart from the competition

MAABoze
Obvious Positioning
Better Shopping Experience
Future of Mobiles
Genuine Mobiles.Genuine Prices
Great Brands. Great Range
Leaders in Mobile Retailing
Largest Range. Lowest Prices

Trusted for Y
ears

MAABoze
Undisputed Positioning

Connect with the experts

MAABoze
Creative Executions

Launch Campiagn –Alien Route

Brand Campaign – Knowledge Route

MAABoze
Over to Creatives.

MAABoze
Thank Y
ou.

MAABoze