The article 'Local Call' which appeared in Strategist section of Business Standard covers the marketing strategy of Indian handset brands which covered Micromax, Lava, Karbonn, Spice, and other local brands.
Here are some of the items mentioned in the article which is worth highlighting:
The Indian brands have quickly realized that only two things sell in India: Bollywood and cricket. All of them have quickly latched on to the mantra.
Vikas Jain of Micromax says "We purely talk about our product package and our positioning. Price happens to be the final delight that the customer gets."
SN Rai of Lava says "Our target audience has an annual income of Rs.36000, and is in the age bracket of 18 to 33. He loves Bollywood and adores Mahendra Singh Dhoni" - This is a very good example of customer profiling and you can see the right audience targetted in their advertisements.
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