Spice Mobiles Ltd, a group company of Spice Group, aims to be among the top three players by 2010, and capture 10 per cent share in the cellular market by the same time. Currently, the company has eight per cent market share in tier II and III towns of Madhya Pradesh, Maharashtra, Andhra Pradesh, etc., whereas it has just two per cent market share in certain metros.
According to Payal Gaba, Head-Marketing, Spice Mobiles, “We are a local brand and enjoy a good local presence. We have much more flexibility to get any product in the country. We are not competing in a cluttered market, as there are very few small local players. Our phones are different as they come up with many features at a reasonable price. Fox example, we had launched the Spice Dual Mode phone recently at an affordable price. We have launched phones with a universal charger. Till now, our focus was on tier II and III towns, but we will be focusing on metros from this fiscal year.”
Gaba added that the company’s annual advertising spend was in the tune of Rs 30-35 crore. Elaborating more on the company’s marketing initiatives, she said, “We will be bringing out a brand promotion with our brand ambassador Katrina Kaif early next year. However, Katrina’s presence would be limited to high-level phones, where her personality fits in. We will use the tagline ‘Style international in Spice Mobiles’. We had recently done a successful viral campaign for the Spice Dual Mode phone on Rediff.com and Contest2win.com, and are planning for more.”
The company would be launching a sub-Rs 1,000 phone in the next two months, while a movie phone with inbuilt DVD would be launched by the end of 2008.
JWT is the creative agency for Spice Mobiles, while OMS and Magnum Solutions are its media and digital agencies, respectively.