You are on page 1of 23

Lava International Limited

A case Study by

Regional Public Relations

Table of Contents

Summary
The Journey of Lava Mobiles
Challenges
Modus Operandi
Action Plan
Campaign Results
First Result-samples

Summary
By
deploying
a
meticulously
planed
result
oriented
PR
strategy, suggested by
Regional
Public
Relations,
LAVA
MOBILES today not
only
emerges
as
a
leading player in the
highly cluttered mobile
handset industry but
successfully
captured
the
top slot amongst
the
top
5
handset
players in the country.

The Journey Begins Here


Lava debuts Indian mobile handset
industry in June 2009. A telecom
venture of 3 renowned entrepreneurs,
Mr S N Rai, Mr Hari Om Rai and Mr
Sunil Bhalla, Lava mobiles started with
just 3 handsets.
Within one year of
operations Lava, today is among the top
5 players with 6% market share.

Challenges
Being a Public Relation
Agency of Lava
International
Limited, the mandate
was to create a
strong recall value
for Lava brand and
its handsets by using
editorial media
support.
We observed the
mobile handset
industry was largely
dominated by 3
multinational brands
and media (journalist)
was not even ready
to touch homegrown
brands.
The perception was an
another Chinese
brand

Modus operandi

Regional Public Relations and Lava


Team together identified 44 cities which
are the key markets for the brand. In
all the 44 cities RPR has created a
BUZZ for mobile brand LAVA through
using editorial power of the media.
These 44 cities do include towns like
Hisar, Rohtak, Bhagalpur, Muzzafarpur,
Shimla and many more.
With the sole motto of low cost high
value PR exercise, RPR has conducted a
series of press briefings in the above
cities.
By spending Rs 25,000 or less per city
inclusive of all expenses, Lava has
garner editorial visibility, which was of
10 times or more Value than the input
cost.

Action plan

Tier -I

Tier -2

We have divided the entire PR


campaign in different phases
and instead of making noise in
Delhi Media, PR campaign
rolled out from Lucknow,
followed by Chandigarh and
other cities

Tier -3

The PR Campaign
successfully
position Lava
mobile ahead of its
competitors.

The national media


which
was
intentionally
not
been touched, has
started
inquiring
about Lava mobiles
and expressed their
desire to meet lava
promoters. Infact it
was
the
ultimate
objective to start the
campaign
from
bottom
of
the
pyramid

The campaign results

The success of PR campaign was evident from


wide spread qualitative and quantitative media
coverage lava has received in even smallest
towns like Hisar

The report has been specially complied by


Regional Public Relations
A-18 ground Floor
Hauz Khas
New Delhi-16
www.regionalpr.in

You might also like