BRAND MANAGEMENT REPORT

SUBMITTED TO:
PROF. RAJIV KAMBLE

SUBMITTED BY:
ASHAY MAHESHWARI

2014063

MEET PASARI

2015162

SHAAN VASAVADA

2015178

SHREYANS JAIN

2015179

SIMRAN JHA

2015182

VAISHNAVI MISHRA

2015188

INTRODUCTION:
Intex is a 14 year old Electronic goods company with its headquarters in New Delhi. Intex
covers 8 business areas - Computer Peripherals, PC, Mobile Phones, Consumer Electronics,
Memory Products, Retail, Enterprise and International Business. Intex's manufacturing
domain is of three manufacturing unit located at Jammu, Nalagarh and Manpura. The units
have been producing a portfolio of 16 product categories including Mobile Handsets, Mobile
Accessories, LED TVs, Multimedia Speakers, Washing Machines, Wearable Tech Products
among others.
The company has a PAN-India presence through its wide network comprising 30 stock and
sales offices and over 1500 service touch points. Sales are routed through a distribution
network comprising 1846+ distributors and 95,738+ dealers spread across the country.
It aims to vertically integrate backwards into manufacturing of more products. The upside of
the employee demographics is that Intex has a relatively experienced staff and this makes
Intex a forceful company that has a highly skilled workforce. Intex has been a leading
provider for IT and IT related products for over 14 years. The core business of the company is
the UPS. The company is ranked in the top three brands in UPS segment in the country
according to the company's website. The profit derived from the sale of UPS is more than
other products. These and many other factors affect the overall position of the company. Also
apart from the employee demographics, the place where the company is located also has an
effect on its health. India is a country that has a huge workforce at an affordable price. The
reason for the same being the favorable exchange rates in the global economy which makes
hiring a skilled workforce in India cheaper than their counterparts in other parts of the world.
Intex has a USP of providing affordable products with decent quality.
An Indian company with global ambitions, Intex Technologies, diversified into the
international mobile handset market in 2013. It began its spread of footprints from South Asia
with Nepal as the first destination, marketing Intex mobile phones. In less than three years,
brand Intex has established a presence in SAARC, ASEAN and Middle-East region and a
number of African nations.
The company has Research and Development facilities in India and China that are wellequipped with modern equipment and managed by highly qualified and experienced
professionals looking after product design and development. These facilities ensure that the
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products are offered in line with latest global standards. Intex is a leading player in domestic
manufacturing and currently operates four state-of-the -art manufacturing facilities that are
based in Jammu, Baddi in Himachal Pradesh and Noida in Uttar Pradesh that manufacture
diverse products. The company has recently acquired 10 acres land in Greater Noida to set up
its fifth and largest state-of-the-art facility to create a world-class manufacturing hub catering
to domestic and export markets. The company's operations are managed on a world-class
collaborative business solution SAP on a Virtual Private Network.
Intex is an ISO 9001:2008 certified company.
BRANDS MARKET STANDING AND MARKET SHARE:
The First Quarter Share of 2016 is:

Market Share of Intex in Smartphone industry is around 12% in 2015. Capturing the top
position with 28% Samsungs share in the fastest growing Smartphone market, followed by
Micromax with 16% and taking the number 4 and 5 positions are Lenovo and Reliance Jio
with 9% and 8% respectively.
PAST BRAND STRATEGIES ADOPTED BY INTEX:
Intex Technologies, which majorly started off with the sale of UPS and after succeeding in
the segment their focus shifted to the manufacturing of phone, as a feature phone
manufacturing brand has now moved forward towards making itself a household consumer
brand. Intex has had a very consistent brand strategy throughout its 20 years of business in 90
countries.
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It is recognized as an affordable brand for the middle and lower middle class. Intex has
successfully delivered to its target audience what it had promised. Intex technologies havent
spent much on its marketing activities as a company. Intex has positioned itself as a company
for Tier 2 consumers and has worked around this positioning and is slowly moving towards
the metro cities by manufacturing high end consumer durables.
In the minimal communication which Intex invests in, it has projected itself as a company
which delivers value for money. Intex has managed to become one of the fastest growing
brands in the world and has immense potential to become a star player in all sectors.
Intex has intentionally lied low as a brand and believes strongly in the "First mover
disadvantage". Intex has focused in investing and creating a strong dealer and distribution
network. The company believed in investing in direct selling activities and focused majorly
on its sales figures and revenue generation. Unlike competitors, Intex believed in focusing on
its channel sales as most of its target customers purchases products offline.
Intex has been a smart player and has learned continuously from the failures of its
competitors, by observing trends and making moves accordingly. Intex has achieved stellar
growth in the Mobile and telecommunication sector and is now focusing on investing in the
marketing and growth of other sectors. Intex is opening one retail store every fifth day as
stated by Mr. Narendra Bansal in an interview with a leading Business Daily. They aim at
being present anywhere and everywhere where there might be a need for their product.
They are currently following the Omni-channel strategy to have a strong footprint in the
market

and

creating

harmony

between

both

offline

and

online

mediums.

Intex follows a Standardization strategy for its customers as the company feels the needs
and requirements of customers is same everywhere. They do not differentiate between the
customers based on geographies.
The Intex Smart world retails stores are one of the major examples as to how the company
creates the same experience of the brand for everyone. 60% of these stores are already
making profits.
To beat the competition which Intex faces from several companies national and international,
Intex has focused on diversification of the brand. They feel that a strong presence in various
categories as compared to one single sector gives them an edge over other brands.
The company keeps a strong check on its partnerships and investments to keep their goals
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pragmatic and achievable.

To reach out to the Masses and make the brand look more appealing the company roped in
Farhan Akhtar to become the brand ambassador and also other regional actors to make the
brand more impactful in all areas.
The company diversified into the Sports Management sector in 2015 with the acquisition of
the Rajkot IPL team, christened Gujarat Lions. All these steps taken by the brand were
done in order to move up in the value chain and change the brand perception.
COMMUNICATION STRATEGIES ADOPTED BY INTEX:

Intex has been a sales driven company with focus on distribution network. But now,
they are shoring up marketing activities targeting new customers. It has successfully
incorporated its marketing plans formulated in 2014-15, by tying up with movie
production houses such Sanjay Leela Bhansali Productions. Other marketing activity

involved sponsorship to various college fests and youth festivals.

Intexs focus has been on integrated communication. They focused on numerous
marketing activities to strengthen the sales efforts. Promotion activities include flyers,
brochures, sponsorships, public relations and tele-marketing. Intex provided with
interactive platforms to enrich the, touch and feel experience. Such platforms were
set up in the form of stalls in shopping malls, and then allow customers to use their
product, see and touch it so that customers can come to know about the features of the

product and can be convinced that the product is standard.

When the trend for selfies and having smart phones with a longer battery life were
established, Intex launched Aqua star and power series for this launch Intex invested
in TV advertisements and other promotional activities. Talking about TV
advertisements, Intex has also indulged in TV commercials preferably on ITN, Hiru
TV, SIRASA TV on a sustained basis through the years to establish itself more firmly
in various regional markets. Radio Endorsements is also done with morning and
evening drive time programs. They even used Press for communication to mass by

printing range ads at least once a month and important regional prints.
They have implemented various strategies for different objectives like for creating
impact they used roadblock on MSN, for launching and disseminating TVC they
used video pre-rolls and banners on YouTube and Firefly. To create performance and
virility they used media as E-commerce sites, Google ads, remarketing and Facebook
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like Ads and Post Page Ads.

INTEX - A PROMISING BRAND:
Based on the above analysis, Intex is a PROMISING brand. Why? Because Intex has a
legacy of 20 years during which it made its brand a well-known company in the consumer
electronic market especially in the UPS, mobile, speaker and IT accessories sectors. Apart
from the markets mentioned above, Intex has tremendous unlocked potential in the
following markets: Smart Wearables, Refrigerators, LED TVs and Washing machines.
Hence, this is promising about the brand. Intex with its strong brand name amongst the small
and middle income groups has entered late in the market. Why the late entry? Intex doesn't
follow the first mover advantage philosophy. Intex follows the philosophy of studying the
market experience of the first movers and implement strategies accordingly. Having strong
distribution networks in various regions Intex has promised the market with such products
now. Selling about 53 million smartphone by end of December 2015, Intex is planning to
capture a similar benchmark in these unlocked markets.
A STRATEGIC PLAN TO FAST TRACK:
Intex, has focused all its activities around its smartphone market, the main strategic plan of
Intex must focus on developing and promoting other sectors which Intex has entered.
At the beginning of August 2016, Intex has entered the refrigerator and washing machine
sub-sector competing with Whirpool, LG, Samsung which have been in this market for the
past decade and have strengthened their brand imagery and essence in the consumers mind. It
would be difficult for Intex to convince the consumers to buy its products because the price
range of Intex vis-a-vis other competitors is more or less the same (Rs. 10000-15000).
Consumers are aware of the quality provided by the established brands of the sector and
hence they buy them.
The team at Star Consultants suggests

In order to have a successful launch, Intex has roped in Bollywood actress Madhuri
Dixit as its brand ambassador for its range of refrigerators and washing machines.
Madhuri Dixit has been signed for a period of two years, during which she will appear
in Intex's TV commercials besides being the face of the company for a series of brand
promotions and activations. It is eminent that Madhuri Dixit must be potrayed as a

home maker in all the brand communications to send across the appropriate Brand
Image and generate brand awareness to instil sense of reliability.

Apart from this, Intex should come up with a campaign where it talks about its
Legacy and the affordable and trust worthy products that Intex has launched so
far. This campaign would build confidence in consumers mind and would make them
believe that these innovative and new products launched by Intex have the same
foundation as earlier successful products. The campaign would position in their minds
that Intex has been there in other sub-sectors and trust them in the new sectors that
Intex is trying to in the consumer electronic market. This is how the campaign can go
about, but the question arises that which all streams should Intex invest in.

Competitive Analysis:

LG electronics has always believed in the concept of promotional advertisement. It feels that
a direct communication with the consumer is necessary to sell its products and hence its
advertisements can be seen throughout the year in televisions, magazines, newspapers and
internet. The brand also gives special discounts to retailers and distributors who advertise
regularly and who open exclusive shops for LG. The advertisement is the maximum for
newly introduced products and for products which give high turnover like refrigerators.
Philips's most important promotion tool for its Whirlpool refrigerator is the television
advertisements &exhibitions. Additionally, Philips's promotion strategy also includes
sponsoring. For instance, the TV shows like Home Depot', Kitchen Cook' etcwhile you
were out etc. Thereby, Philips's refrigerators are promoted by perimeter advertising boards
and TV spots.
Doing a competitive analysis of LG and whirlpool we concluded that they promote their
products basically through advertisements and Print media, Intex should study other
competitors marketing/ promotional strategies and then implement different ideas. Thinking
on a different line as compared to its competitors, Intex should invest a huge amount on Print
media, Intex should come up with a campaign in these streams. Talking about print campaign,
Intex should promote its refrigerator and washing machines by telling them facts about its
other sub sectors.
Print Campaign as suggested by Star Consultants:

"We sold 53 million smart phones by end of Dec 2015 and currently stands 3rd in the list of
largest smartphone maker." ; " Retail Excellence Award 2016 Intex Smart World bagged two
awards for Innovative Retail Concept of the Year and Impactful Retail Design & Visual
Merchandising" and more facts. This would build trust among the consumers regarding the
new products. An innovative print campaign consisting of these facts might bring Intex ahead
in the market.

Intex is a brand that is a star in smartphone segment whereas other segment they
seems more promising. Intex follows brand extension policies in which they develop
different product under the same brand name. The strong distribution channel played
an important role in success of Intex. Today such brand uses different platforms to
promote and market their products and offerings. These includes promotions over
TVCs , print media, social media etc. A lot amount of brands are promoting on social
media platforms considering the fact that its the cheapest and effective means of
promotions.

Following are the ways by which Intex can use social media to promote itself:
1. Add related hastags: To make your post automatically recognizable to your target
audience, Intex should use hashtags that relates to the brand or the product.
2. Build brand communities: Building brand communities help a brand to identify what
is lagging in their product and corrective steps can be taken to modify those changes
which are demanded by customers
3. Create Facebook cover to create and promote the events: Facebook cover photo is
prime real estate. Its something you can leave as-is for consistency or change
regularly to showcase special and upcoming event.
4. Develop a regular YouTube schedule: Video is the important component of social
media strategy Intex should maintain a proper presence into that area. The top brands
like Samsung, LG etc. have a uploading schedule in which the content is uploaded on
Facebook. The average video content posted by the top brands is of approximately of
3mintues.
5. Evaluate your approach: What works for one brand may not work for Intex. So in
order to avoid this thing one should evaluate the no. of the ads reach over the
customers converted from social media.
6. Generate interest with Instagram: Instagram has being touted as having 15 times the
engagement of Facebook and the fastest growth of the top 10 mobile apps. Leverage

engagement on multiple channels by twitting links to your Instagram photos can help
Intex to increase its fan following.
7. Keeping Facebook updates brief and punctual: The updates over Facebook should be
in such a fashion that it clearly splits it out what the brand is & what the product is.
The content should be managed properly because this is the communication which the
brand is sending across to the target audiences.
8. Minimizing negative feedbacks: The negative feedback about the brand should be
minimalized because sometimes it may lead to bad word of mouth which in turn lead
to destruction of brand image.
9. Building non existing customers: Non existing customers can also be targeted over
different social media platforms so as to increase the consumers database of a
company. Intex can market over Facebook keeping in mind these non-existing
customers.
Durability of the Products:
Intex is largely perceived as an affordable but not as a durable brand. Intex loses out on a lot
of sales in the Tier 1 and metro cities as the people who can afford its products shift to
companies like LG and Samsung as they are more durable and higher up in the value chain.
As we analyse other established companies stood strong in the market not because of their
focus on affordability but they invested time and money in making and promoting their
products of standard. These companies have changed the traditional mind set of the
consumers to demand more quality products. Intex should invest in creating campaigns which
project Intex as an affordable yet a durable brand. Intex can create a section in the Intex smart
world retail stores where people can test the different products which they are interested in.
There can be durability tests which customers can themselves preform in the Intex Retail
stores. However, Intex must also promote this provision through adverts and videos which
will direct more customers to Intex Retail stores and boost awareness amongst the masses.
Intex Retail Stores:
Intex started aggressively investing in its retail store chain in 2015 which has been
successfully reaping revenues. Over 90% of their sales come from the current 35000 retail
stores approximately. Intex is looking forward to take this current number to 80000 multibranded retail stores. But, the main area where Intex fails as a brand is in marketing its
efforts. Intex has to understand that it needs to create awareness amongst people about the
services which it is making available for its customers.
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For example, It must promote the touch and feel experience it provides in its retail stores.
The retail stores have been compactly designed in two sections where people can purchase
products and also use them in another section of the store before purchasing to see the
likeability of the products which they offer.
The consumer will not be aware of these services, which can be probable value hence Intex
should aggressively invest in marketing the services of these retail stores by doing BTL
activities in the region where these retail stores are situated.
Customer Service:
As per few articles of Business Standard, the feedback for Intexs customer service has been
negative overall. Why is it negative? It is said that there are about 1500 service centres that
Intex possesses but these centres only provides mobile services due to which Intex has been
successful in mobile sector but it lacks in creating awareness in the customers about the
services of other products. To change this mind set, firstly, Intex should invest on resources to
diversify the existing customer service centres towards other products. Secondly, the
company should open more service centres in those regions where they have limited reach.
Another way to save cost in opening a new service centre can be that Intex can tie up with
local electrical service outlets by providing them Intex franchisee as they do with Intex Smart
World Retail Stores. Apart from this, about the new offerings in the mid-to-mid premium
segment, Intex should work on after sales services.
Research and Development:
The company has Research and Development facilities in India and China that are wellequipped with modern equipment and managed by highly qualified and experienced
professionals. These facilities ensure that the products are offered in line with latest global
standards. In order to achieve global standards, Intex invests in product design and
development. Intex should do the same for Indian products and work on durability in order to
stay strong in the market.

IPO:
Intex plans Rs.700 Crore IPO to raise funds for expansion. Intex should invest these funds in
building the distribution networks for new innovative products.
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INVESTMENT PLAN OF THIS STRATEGIC PLAN:

Investment that Intex has planned for the next year:
1.
2.
3.
4.
5.

Marketing activities: Rs. 750 Crore

Research and Development: Rs. 500 Crore
Branding: Rs. 150 Crore
Mobile Phone Promotion: Rs. 100 Crore
IPO: Rs. 700 Crore

Total: Rs. 2150 Crore; Total (Apart from IPO): Rs. 1450 Crore
Budget given to Star Consultants for Branding: Rs. 357.85 Crore
Investment plans that Star Consultant suggests for Intex:
STAGE
Print Campaign about new innovative

AMOUNT
Rs. 15.65 Crore

products in Newspapers - RoadBlocks,

Flyers, Brochures (To be done by Star
Consultants)
Madhuri Dixit Brand Ambassador
Social Media (To be done by Star

Rs. 2.15 Crore

Rs. 1.35 Crore

Consultants)
Research and Development
Opening new service Centers (Current 1500

Rs. 300 Crore

Rs. 540 Crore

to 2000)
Opening Retail Stores (75)
Branding of Service Centers (To be done by

Rs. 150 Crore

Rs. 140.85 Crore

Star Consultants)
Branding of Retail Stores (To be done by Star Rs. 100 Crore
Consultants)
Mobile Phone Promotion (To be done by Star

Rs. 50 Crore

Consultants)
Smart Wearables, LED TVs Promotion (To

Rs. 50 Crore

be done by Star Consultants)

TIMELINE OF THIS STRATEGIC PLAN:

Activity
Print Campaign about new innovative

Timeline
Sept 2016 Nov 2016

products in Newspapers - RoadBlocks,

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Flyers, Brochures (To be done by Star

Consultants)
Social Media (To be done by Star

Sept 2016 Dec2016 ; Mar 2016 Jun

Consultants)
Branding of Service Centers (To be done

2016
Sept 2016 Dec2016 ; Mar 2016 Jun

by Star Consultants)
Mobile Phone Promotion (To be done by

2016
Jan 2016 Mar 2016

Star Consultants)
Smart Wearables, LED TVs Promotion

Sept 2016 Dec 2016

(To be done by Star Consultants)

FAVOURABLE OUTCOME:
1. Increase in awareness of the new innovative products of the brand.
2. Increase in sales volume of the new innovative products of the brand.
3. Improved distribution network and service centres which would help in improved availability
as well as better after sales service of the products to the retailers.
4. Increase in the market share of the products especially Refrigerators, Washing Machines and
LED TVs.

********

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