Big B endorsing Zen Phones: Whose Gain & Whose Loss???

Mr. Amitabh Bachchan and Zen Mobile has atlast "come together". Although if we talk about the Brand persona of Zen Mobile, it has nothing to do with that of Mr. Bachchan, but somehow, it may solve its major problem of being considered as a below average phone Brand in the market.

Today, Mobile Phone market in india has been segregated into two levels. One is of Premium category which includes smart phones like Windows Mobile, Apple I phone, Nokia N & E series etc. and Second is the Locally made or assembelled phone ranging from Rs. 700 to Rs. 6000. Mobile Phone Manufacturers are mushrooming at all places in India.

And yes, ZEN Mobile do have a very potential market in TIER II & III cities; but will getting endorsed by a premium personality like Mr. Bachchan (who has endorsed the brands like; Cadbury, Dabur, Reid & Taylor etc.) will add the premiumness to the brand, whose phones are ranging from just Rs. 1300 to Rs. 6,000 (approx). Or, if the motive was just to appeal to the thier TG then, I am sure, with same effectiveness much cheaper options would be available for the organisation.

Big Question to think upon........

But Of Course, I would be more interested in analysing the ROI model of the organization...

Are you targeting the Right Target ?

Yes, a very important Question to answer...
We all are so much busy in our Marketing and Branding policies, that we overlook the importance of targeting the right TG in our Marketing/Promotion activities.
The same case I came across with very recently, when I found out that a big corporate which is conducting 'n' types of Promotion activities both ATL and BTL; which are actually giving the correct message, correct meaning, but to the wrong TG. Result = Low Sales.
Yes, it happened, and it is not very abnormal, when we all are very much busy with our microscopic view towards the Branding and Marketing policies; over and above the 'Brand' and 'Market'. It is not that, their policies had any problem. It is because when they were actually implementing those ATL/BTL policies on ground level execution, they were engaging wrong TG, and that too unkowingly.
"So, before getting ready to show your archery skills, choose the correct Target Board".