Clients
  • Technology / Telecom
  • Technology / Telecom
  • Technology / Telecom
  • Technology / Telecom
  • Technology / Telecom
  • Technology / Telecom
  • Technology / Telecom
  • Technology / Telecom
  • Technology / Telecom
  • Technology / Telecom
  • Technology / Telecom
  • Technology / Telecom
  • Technology / Telecom
  • Technology / Telecom
  • Technology / Telecom
  • Technology / Telecom
  • Technology / Telecom
  • Technology / Telecom
  • Technology / Telecom
  • Technology / Telecom
  • Technology / Telecom

CASE STUDIES > Technology / Telecom


Apple

Apple

Apple is largely popular in the consumer electronics, computer software and personal computers market. The company's best known products include the Mac intosh, iPod, iPad, and the iPhone. However, it was considered ideal for only design and creative users, whereas in India, essentially a price-sensitive market, the emphasis on 'design' was yet to come of age. Perfect Relations helped Apple surmount the price barrier by highlighting the brand's offerings as progressive, and the technology far advanced than those in use in India. The products were described as 'works of art', and 'fit-and-forget' machines, to counter apprehensions about service and maintenance. Product reviews on a proactive basis, feature articles, participation in industry features, and interviews were also enabled for the brand. Apple currently dominates the market, and is known for its superiority in design and technology.

motorola

Motorola

Motorola is a US based multinational company that manufactures wireless telephone handsets, and also designed and sold wireless network infrastructure equipment. However, the company was entering the market at a time when India was skeptical of MNCs, and the brand's alleged offer to buy out cellular licenses was unpopular with decision-makers in the country. The task for Perfect Relations was to steer Motorola clear of controversies, focus on positioning the brand as the world's leading wireless communication equipment manufacturer, and integrate Motorola in the Indian telecom milieu. The brand's strengths were showcased to reinforce its commitment to the country, along with an effective public affairs program. As a result, Motorola was perceived as part of the Indian social fabric, excluded from MNC-bashing controversies, and became synonymous with the latest and most advanced technological innovations.

avg

AVG

AVG Technologies launched its services in India in June 2009. The free products were widely available online, and there were apprehensions about the efficacy of these free products. The brand was also a late entrant in the Indian market with existing competition offering similar products, thus it was difficult to create a strong differentiation. Perfect Relations adopted a three-pronged approach:

  1. Educate users about the changing dynamics of the Indian anti-virus and security landscape
  2. Communicate the brand and product values
  3. Differentiate AVG's products as being technologically superior

These were implemented through product reviews, personal interviews facilitated for the press, and proactive media outreach. Story pitches were centered around security specials, eg. on International Women's Day, and New Year festivities, to position AVG as a brand that cared for the welfare of its customers.

ebay

eBay

eBay is an online auction and shopping website that enables transactions of a wide variety of goods and services worldwide. Thus, the objective was project the brand as 'exciting' as compared to traditional forms of retail. There was also a need to focus on the growing importance of e-commerce as a serious retail option. Perfect Relations demystified the buying experience for users, and helped build a favourable image for eBay India. An eBay census was conducted to re-iterate the brand's growth story in India. It highlighted the trends from global eBayers buying from Indian entrepreneurs, and mapped online buying and selling behavior in India. The census was covered and featured in all publications extensively which encouraged buyer and seller engagement with the brand, reinforcing eBay’s significance as a e-commerce player in India

ibm

IBM Software Group

IBM manufactures and sells computer hardware and software, and it offers infrastructure, hosting and consulting in areas ranging from mainframe computers to nanotechnology. In India, however, the awareness levels of IBM software group were low, and Linux, as an open standard, was not widely popular. The company also faced constant aggressive competition . Perfect Relations' approach was to strongly position the brand as the premier software company in the world, and its support of open standards of computing. Focus areas, such as university relations, e-business on demand, e-governance and developer relations were identified, and campaign concentrated on coverage in key high-reach media to obtain mileage for IBM . IBM Software Group gained heightened visibility and there was increased awareness on all focus areas.

dds

Dassault Systemes

Dassault Systemes is the world leader for Product Lifecycle Management software solutions (PLM). It revolutionised the process for designing and developing industrial products by offering a 3D vision of the entire product lifecycle, from initial design to maintenance. It makes products in the category of product design, digital manufacturing, product management and simulation. The challenges faced by the brand were of a lesser connect in the B2C segment as compared to a B2B. The strategy offered by Perfect Relations was to demystify and de-jargonise the technicality associated with the solutions offered by the company, and to emphasise, through mainstream media penetration, the change Dassault Systemes brings to the day-to-day life of consumers. Virtual drop tests were programmed and profiled in the media, the brand its technology as well as its key spokespersons were highlighted, and the brand became known popularly amongst the B2C segment.

sony

Sony

The Sony Group is engaged in business operations through eight key operating segments which include consumer products and devices. The objective was for a high decibel launch of Blu-Ray technology in the Indian market by Sony. As Blu- Ray is a very sophisticated and new technology, there was low awareness, and PR visibility alone had to push the sales of the product. Perfect Relations gave global examples and comparisons to make a strong ground for the product, which resulted in a large number of product review requests from the technology media. The sales of Blu-Ray surpassed the defined targets without any above-the-line or below-the-line support.

comverse

Comverse Technology

Founded in 1982, the company focuses on providing value-added services to telecommunication service providers, particularly to mobile network operators. Comverse's extensive customer base spans more than 130 countries and covers over 450 communication service providers serving more than two billion subscribers. The need was to create an inflection point in Comverse's PR campaign which would garner B2C (mainstream media) mindshare. However, being a globally listed company there could be no disclosure of India centric figures/ statistics. Thus Perfect Relations helped Comverse create an image with the trade media, through industry story opportunities, spokesperson profiling, analyst relations, and industry forum participations, created mainstream awareness and attain mindshare amongst peers comprising of B2C companies such as service providers.

nvidia

Nvidia

Nvidia has grown to become a world leader in visual computing technologies that also helps content developers create superior 3D content, and powering devices. With latest movie blockbusters and cricket matches being screened in 3D, consumers were flooded with uninformed plethora of choices, which gave rise to skepticism. Through the involvement of OEM partners, channel partners, Perfect Relations addressed the concerns of 3D availability, and showcased Nvidia's capabilities to reinforce their technological superiority. Media recognised Nvidia as a powerful player in the 3D market. Nvidia was positioned as the key industry driver of 3D technologies, from production to projection to consumption.

Google

Google

Google identified the advertising challenges faced by the small and medium businesses; the high costs of advertising, combined with the mainstream populatrity of traditional mediums (like print and television) , as compared to other, more affordable mediums. Thus, the objective was to popularise the vast yet unexplored online medium for SME brand- building . Perfect Relations helped Google create connect with the target audience and the pool of media through media education programmes, and briefings in targeted cities. This facilitated a revolutionary change in stakeholder perception ; Google Adwords is now empowered with public knowledge of its reach and benefits.

YouTube

YouTube

For the first time, YouTube streamed the mega cricket tournament - IPL 2011 - spanning 60 matches over 45 days. The objective was to showcase the YouTube - IPL tie-up as the first of its kind, and strengthen YouTube's India connect by highlighting its association with the much-awaited tournament in the country. Perfect Relations was called in to ideate on a high-decibel event. A themed event, promoted by a specially designed mascot, was organised targeting the media and the advertisers whose visibility had escalated through promotions in the live streams. The viewership surpassed millions across hundreds of countries, and the innovative technology used to live stream the IPL matches on Youtube was also highlighted.

Intex

Intex

Intex Technologies is a 15 year old Indian IT hardware and mobile handset company. Intex wanted to design a campaign that would not only introduce innovative products in the Indian market, but also bring out the social side of the company that thinks beyond business benefits. Intex designed India's first phone for the visually impaired, which was launched by Perfect Relations through teaser campaigns, collaborations with NGOs and careful selection of the media to highlight the cause. Intex was successful in creating a buzz that talked about the consumer benefits and not just the product.