Great Brand Stories- CAT Mobile Success Story in IRAN

This is my success story regarding launching CAT mobile which had significant positive impact on CAT business in the middle east and all started from IRAN market.

It all began in July 2014 when I joined Almasa Group.

With the new team on board and the new direction, the first thing we did was to assess the market and with proper assumptions came up with a BP & Sales forecast then define a proper GTM & market entry plan.

Personally, I don’t believe in spending huge marketing budget in old ways, the market has been changed so does the consumer, as such smart and effective new ways must be discovered & this is what we have done as a team and have successfully launched CAT mobile in with less than $50,000 marketing budget & increased the sales from 50 units per month to 2500 units in 6 months as a key market in the region.

Do more with less, Be Smart & Choose your approach wisely!

Below is a brief what we have done for CAT Mobile:

  • Develop a launch communications plan: we planed communications by the target audience. it was about who needs to hear what by when and then used this as our road-map for implementation. we tried to be being customer oriented & made it easy for people to learn more about our product.
  • Define they key message: Different audiences require different massage styles. first, we tried to understand the perspective of the people we are going to reach and by knowing them, we started to communicate in a way that shares information to engage them and have a greater impact.
  • Training your team: Your employees are potentially walking, talking billboards. pump them up train them to be community ambassadors in your marketing campaign.
  • Do something unusual: So I have created the Pink Cow Tactic. tired to be different changed & localized the artworks in such a way to deliver the message & mimic the brand features. Used animals like Elephant, Polar bear, Whale & Orca to bold the toughness and roughness of our products.
  • To create a demand for brand: It was really an exciting venture for me, decided to create a demand for such brand in way to create an awareness for a need and focusing on the retail and in-store activities, channel training and incentive plan to motivate the salesman. going beyond our comfort zone and building it brick by brick.

My team playing football with CAT mobile in Alladin :

I would like to thanks my local team and especially my mentor & Ex MD Mr.Kazi Najib Ashraf .This achievement was truly the result of a great teamwork & hard work.

The winning team!!!

Consumer feeling for a brand is like a fire when it is roaring, it is making everybody around it happy but during bad times it is like a flame of the candle, barley can be called a fire. The successful brands have managed by marketers who know how to make and manage the fire. Many companies are willing to spend lots of time and money to get a brand established with great promises & for sure the true intention is to honestly deliver what they promised. It usually starts with a big branding announcement with a flurry of advertising activities. ATL, BTL and TTL activities and spending a fortune on . An ongoing unified effort that should never stop it called. But does spending a huge budget on brand launch and marketing is going to lead to success? of course not! we can see huge budgets that allocated to the marketing campaign and many failed and wasted without a proper outcome.We need to understand that the market has been changed dramatically, the consumers are different.

So do not be afraid of the change, think out of the box and try to be different and get noticed.Think how you gonna address your target audience, how you gonna send the message. consider every option. It will tremendously cost saving!!!

Hope you enjoyed.

The author can be contacted on Iman.Soltani@outlook.com / Isoltani690

Cheers,

Iman Soltani

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