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Companies such as <a href="http://www.businessinsider.in/searchresult.cms?query=Micromax">Micromax</a>, <a href="http://www.businessinsider.in/searchresult.cms?query=Karbonn">Karbonn</a>, Lava, and <keyword id="10387" type="CITY" weightage="100" keywordseo="Microsoft">Microsoft</keyword> have increased their spending on digital advertising, to target e-Commerce savvy buyers. 
 <keyword id="71696" type="COMPANY" weightage="80" keywordseo="Micromax">Micromax</keyword>, the nation's No. 2 smartphone vendor, used to spend about 10% of its marketing budget on digital media till last year. But it has increased its budget. Now over a third of it goes to fund online ad campaigns, reported the Economic Times. 
 Not only that <keyword id="145729" type="COMPANY" weightage="80" keywordseo="Karbonn">Karbonn</keyword>, <a href="http://www.businessinsider.in/searchresult.cms?query=Lava+">Lava</a> and <a href="http://www.businessinsider.in/searchresult.cms?query=Microsoft+">Microsoft</a> have also increased their spending on digital advertising. The companies want to focus on the fast expanding clutch of buyers who first do the online research to zero in on a product and then buy it from one of the <a href="http://www.businessinsider.in/searchresult.cms?query=e-Commerce+">e-Commerce</a> sites. 
 
There are many benefits associated with the digital marketing. It is more personalised, which allows direct interaction between the brand and the consumer, and the response is easily measurable, unlike those on mass mediums like TV, radio or print. 
 
Digital marketing also offers data that industry experts say put them in a better position to make informed decisions. 
 
Chief Marketing Officer at Micromax Informatics, Shubhajit Sen, said: "We try to find out what people are talking today and if there is a scope or an insight to convert it into a marketing and advertising campaign." 
 
The company spends about 2% of its sales on advertising and marketing. In 2014-15, it posted sales of over Rs 10,000 crore. 
 Handset vendors are among the biggest spenders on advertising in India. Homegrown Karbonn and Lava, as well as Microsoft Mobile Devices said they have all significantly boosted spending on digital marketing in line with changing market trends. Some others such as <keyword id="874458" type="COMPANY" weightage="100" keywordseo="Xiaomi">Xiaomi</keyword>, <a href="http://www.businessinsider.in/searchresult.cms?query=OnePlus+">OnePlus</a> and <keyword id="11148" type="CITY" weightage="80" keywordseo="Motorola">Motorola</keyword>, which sell products only through eCommerce sites, do most marketing through digital media. 
 According to experts, the handset vendors are tapping all the digital channels - search, display or social media. With India's increasing Internet usage, the spending on digital advertising will only grow. A surge in sales via eCommerce is becoming the main driver behind the increased digital spending of handset vendor, said Faisal Kawoosa, lead analyst at <keyword id="611566" type="ORGANIZATION" weightage="60" keywordseo="CyberMedia-Research">CyberMedia Research</keyword>. 
 
"Every brand try to establish its presence in online space, since a majority of sales in future is going to happen through online portals," he said. 
 
According to Hong Kong-based market research firm Counterpoint, as much as 30% of the smartphones sold during the second quarter were through online channels and online-only smartphone sales contributed to more than 20% of the total sales. Companies can also fetch out insightful analytics from digital channels that help improve marketing strategy, Kawoosa said. 
 Karbonn Mobiles executive director <keyword id="315288" type="PERSON" weightage="60" keywordseo="Shashin-Devsare">Shashin Devsare</keyword> said that the efficacy which can be measured on digital medium is pretty strong. A brand can do segment targeting far more accurately than any conventional medium, and this leads to enhanced return on investment and better planning of marketing campaigns, he said. 
 
Solomon Wheeler, head of marketing and communication at Lava International, said content consumption of users has shifted from mass mediums to digital. 
 
(Image: Indiatimes)

Micromax, Karbonn, Lava, and Microsoft have unleashed a marketing blitz in India!

New Delhi, Japanese consumer electric brand <keyword id="301864" type="COMPANY" weightage="20" keywordseo="Sansui">Sansui</keyword> has launched its new <keyword id="418023" type="COMPANY" weightage="20" keywordseo="Android-TV">Android TV</keyword> range at a starting price of ₹16,590 in the Indian market. The new range comprises of 55-inch UHD TV, 50-inch UHD TV, 43-inch UHD TV, 43-inch <keyword id="10756326" type="COMPANY" weightage="20" keywordseo="fhd-tv">FHD TV</keyword>, 40-inch FHD TV and 32-inch HD TV. "We have aggressive plans to make India a <keyword id="841838" type="PERSON" weightage="20" keywordseo="manufacturing-hub">manufacturing hub</keyword> for Sansui brand products and would export to <keyword id="10756325" type="UNKNOWN" weightage="20" keywordseo="other-geographies">other geographies</keyword>, including the neighbouring South East Asian markets. Our Sansui range of products are available online across leading e-commerce platforms and at all leading retail stores in the country," Shashin Devsare -- Executive Director, Jaina Group (Sansui India), said in a statement. According to the company, the latest Android <keyword id="62356" type="DOMAIN" weightage="20" keywordseo="TVS">TVs</keyword> are power-packed with 4K Ultra HD display combined with Wide Colour Gamut and HDR10 crystal-clear display so that you never have to compromise on the colour quality. The new lineup comes With bezel-less design and wide viewing angle as well as features built-in Chromecast to stream content straight from smartphone to TV. SEE ALSO: <a href="https://www.businessinsider.in/business/ecommerce/news/why-grofers-may-allow-an-american-blank-cheque-firm-to-buy-it-out-instead-of-fighting-ambani-and-bigbasket-for-ipo/articleshow/80874979.cms">Here’s why Grofers may allow an American “blank cheque” firm to buy it out instead of fighting Ambani and BigBasket for IPO</a> <a href="https://www.businessinsider.in/india/news/spicejet-and-indigo-stocks-take-off-as-a-2-hour-flight-could-now-cost-up-to-13000/articleshow/80873865.cms">SpiceJet and IndiGo stocks take off as a 2-hour flight could now cost up to ₹13,000</a> <a href="https://www.businessinsider.in/business/auto/news/centre-earned-100-crores-by-sharing-vehicle-registration-data-with-companies-such-as-bmw-axis-bank-bajaj-allianz-lt-and-others/articleshow/80879638.cms">Centre earned ₹100 crores by sharing vehicle registration data with companies such as BMW, Axis Bank, Bajaj Allianz, L&amp;T and others</a>

Sansui introduces new range of Android TVs in India starting from ₹16,590

MUMBAI/NEW DELHI: The confusion over venues and match dates, and the change of guard at the Board of Control for Cricket in India (BCCI) is likely to push down sponsorship revenues of Indian Premier League (IPL) team franchises by as much as 20%, making it difficult for them to meet their revenue targets. While the schedule for the first leg of the IPL in the UAE has been finalised, the BCCI is yet to provide a schedule for the rest of the tournament. 
 
A senior executive of a North India-based IPL team said till there is complete clarity on venues and match dates, sponsors are not willing to sign the agreement. “It is hampering the process,” said the executive, requesting anonymity. “I am under a lot stress. I really need to try and close some deals to achieve our target.” 
 
“It is a difficult task to secure sponsorship this year. Talks started a long time back but potential sponsors want to know the final schedule,” said the chief executive of a South India-based IPL team. The twenty20 tournament has gone through a tumultuous phase in the last few months because of the betting and spot-fixing controversy that broke out last year. While the Supreme Court last week allowed the IPL to go ahead unhindered, it replaced cricket board president N Srinivasan with former Indian captain Sunil Gavaskar as incharge of IPL affairs. 
 
The IPL schedule has had to be tweaked as the government refused to provide security at the venues on account of the Lok Sabha elections beginning on April 7. While the first 16 days of the tournament, which starts on April 16, will be played in the UAE, there is still uncertainty over where the rest of the matches will be held. Bangladesh has been kept as a standby venue for the second phase from May 1-12. 
 
BCCI said recently that it has got clearances from various state governments to hold matches in Ahmedabad, Bangalore, Bhubaneswar, Kochi and Visakhapatnam, though no final dates for matches have been announced. “Till such time there is a clear cut understanding of the schedule, it will be difficult to close deals. We usually go by historic data on TRPs to decide on the valuation of a deal,” said Shashin Devsare, executive director at Karbonn Mobile, which has not yet signed a sponsorship deal with any team. “How will we decide TRPs for new venues where IPL matches have never been played?” he asks. 
 
That is the dilemma teams are stuck in. Advertisers usually decide a year in advance. “Following that, they get at least three months before the tournament to plan their advertising around IPL. There is no time this year,” said a senior media planner. 
 
Advertisers such as Pepsi, Idea Cellular, BookMyShow, Garnier, Nokia, Reebok and Aircel have been associated with IPL teams over the last few years. “I can understand the advertisers’ anxiety regarding team and on-ground sponsorship. IPL is a premium property and, therefore, marketers need at least six weeks lead time to plan their advertising around the event. If that is not possible, return on investment could be a huge issue,” said Basabdutta Chowdhury, CEO at Platinum Media, which is a part of Madison Media Group of agencies Two senior media planners from India’s top two media agencies said they anticipated the troubles and have advised their clients to stay away from team and onground sponsorship and to instead invest only in on-air advertising. 
 
“From a short term perspective, there will be a big impact if things remain in flux. But it could be a case of short-term pain for long-term gain,” said Unni Krishnan, managing director of brand consultancy Brand Finance India, referring to the intervention by the Supreme Court. A course correction by the court, said Krishnan, will safeguard the long-term value of the league. 
 
“The way it was going, it was headed for the catastrophic phase,” Krishnan said, adding that sponsorship revenues for franchises could be shaved off by about 15-20% this year. The uncertainty around IPL has also forced some advertisers to pull out of IPL and invest in the ongoing ICC T20 World Cup. Chirantan Chandran, senior principal partner at Dentsu Media India, said, “When the uncertainties with IPL reached its peak, ou r client went ahead to put its kitty in T20 World Cup.”

Confusion Around IPL Shrinks Sponsorship Revenues Of Team Franchises By 20 Percent

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Micromax, Karbonn, Lava, and Microsoft have unleashed a marketing blitz in India!

BI India Bureau

Sansui introduces new range of Android TVs in India starting from ₹16,590

IANS

Confusion Around IPL Shrinks Sponsorship Revenues Of Team Franchises By 20 Percent

Economic Times

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