‘Fly’ing with mobility!

IIPM’s 36th Glorious Year of Academic Excellence

The unique marketing strategies of the company have played a key role in knocking the minds of many Indian consumers. Fly is intelligently targeting the youth and other sets of progressive consumers and there is still a lot of scope for the company to enhance its offerings. The growth in the retail sector has worked favourable for the company as well, as Fly has tied up with players like Subhiksha, The Mobile Store, RPG Cellucom and many more for its in-store advertising strategies. When asked about the company’s plans for a TVC, Sougat Chatterjee, Chief Marketing Officer, Fly Mobile opines to 4Ps B&M, “We have no plans to come up with a TVC right now as there is no point in coming out with a TVC before we can expand our reach.” Fly is currently present in 10,000 retail counters and plans to expand its reach rapidly by the end of this fiscal. The company’s marketing budget is around Rs.30-40 crore and the figure is expected to reach a Rs.100 crore by the end of this fiscal year.

In the current scenario, where the market has become mature and does not accept brands at face value, Fly is able to make a mark in the minds of the Indian consumer. All this has been achieved despite the cut-throat competition in the industry, where majors like Nokia, Sony Ericsson and Motorola are in a better position to meet market requirements faster. Some innovative strategies have done wonders for the company and Fly has been successful in establishing its brand credibility to a certain extant. The company grabbed many eyeballs when it came out with a handset called ‘Hummer’, as many Indians were enticed by the legendry American brand. Also, the handsets with dual sim card capability are making a lot of waves in the Indian handset market. “When we came out with ‘Hummer’ we knew we will have a different set of customers’ altogether,” adds Chetterjee. Even the co-branded phones with Reliance Communications have done well for the company which is now planning to roll out many more such handsets by the end of this fiscal year. However, the company will have to be extra careful while rolling out co-branded handsets as this can very rapidly take the brand equity of the company in any direction. “We are very choosy when it comes to co-branded handsets, as in this category, if the product is good it can reach huge number without the strong brand power,” says Khanna.

Looking at all the developments and diligent strategies at work, Fly as a brand has defiantly come a long way. The competition is however well versed with the Indian terrain and cannot be taken lightly. It therefore remains to be seen how being innovative work in the long terms as compared to the plain old concept of brand equity.

For more articles, Click on IIPM Article.

Source : IIPM Editorial, 2008

An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).

For More IIPM Info, Visit below mentioned IIPM articles.
IIPM Programme :- SUPERIOR COURSE CONTENTS
Now IIPM's World-Class Education... for everybody!!
IIPM INTERNATIONAL - NEW DELHI, GURGAON & NOIDA
IIPM - Admission Procedure
IIPM, GURGAON
IIPM : EXECUTIVE EDUCATION
4Ps Power Brand Awards 2007
When IIPM comes to education, never compromise
Why Study Abroad When IIPM Gives You 3 global Advantages!
IIPM Ranked No. 1 B-School In Global Exposre - Zee...