Lava International LimitedLava International LimitedA case Study by

Regional Public Relations

Table of ContentsTable of Contents

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

SummarySummary

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 HereThe 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.

ChallengesChallengesBeing 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 operandiModus 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 planAction plan

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

Tier -2

Tier -I

The campaign resultsThe campaign results

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 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 KhasNew Delhi-16

www.regionalpr.in