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Micromax
Introduction
• The mobile phone market in India is worth 190 million handsets annually.
Majority of the share is taken by Samsung, Motorola, L.G
• Among domestic firms, Micromax is promising brand. It started its operations
in 1991 as software design firm by Rajesh Agarwal but incorporated as a
company in 1998, and 3 more people joined Vikas Jain, Rahul Sharma, Sumit
Arora.
• when it branched out as a distributor of computer peripherals such as
PRINTERS, MONITORS, SCANNERS from manufactures such as dell, Sony, L.G
• Today it is a leading telecom company with 23 domestic offices and
international offices in hongkong, Dubai, Usa and Nepal.
Product Mix
phone
s
Smart
phones
canvas
series
Bolt
series
Featured
phones
X242,
F145
Consumer
electronics
Led t.v’s
Laptop’s
Tablets
Canvas
tablets
Canvas
tab p666
Canvas
tab p470
Data cards
3G
Micromax
MMX210G
Micromax
MMX219W
router
Micromax
MMX44OW
PRODUCT WIDTH
PRODUCTDEPTH
PRODUCT LINE PRODUCT LINEPRODUCT LINE
SWOT ANALYSIS
Strength weakness
• Low cost of production
• Innovative products and features
• Well known brand in domestic market
• Strong national distribution channel
• Less investment in R&D
• Weak brand image in urban areas
• Perception of low quality Chinese brand
Opportunity threats
• entry into international market
• Increase penetration in urban market
• People are more focusing on smart mobiles
• Increasing completion from local and
international players
• Replication of business model by competitors
Different Strategy adopted by Micromax
Distribution strategy:
• We have two models of distribution strategy
• B2C(business to consumer)
• B2B(business to business)
Manufacturer Distributor Dealer Retailer Customer
manufacturer Corporate selling
Place Strategy:
• Micromax can place their products in some popular mobile
phone stores such as Sangeetha, Big c and big electronic
stores like Reliance digital, Croma, TMC store etc.….
• Also selling through online platform by collaborating with
Flipkart, Amazon etc.…
Promotion Strategy:
• Promotion strategy helps in brand recognition
awareness to people in both the markets.
• So, making people aware about product(Micromax) will
incur high promotional expenses in the terms of:
1. Broadcast media
2. Hoarding and bill boards
3. Sponsor for an event
Problems faced by Micromax
1. Entry into the mobile industry:
• Before entry of Micromax there are many big players captured the market like Nokia,
Samsung, sony.
• After deep study they entered into rural segment first then to urban market,
2. Sustainance and Innovation:
• Due to severe competition in the market it Is difficult them to sustain in the market,
they spend lot of money in R&D process and came up with new models.
3. Poor brand Equity:
• The reason for success of other companies are because of brand Equity.
• To build brand equity Micromax needs to differentiate themselves from others.
conclusion
• Micromax is gaining ground at a tremendous rate in the domestic as well as
global mobile market.
• There are showing a good sign in grabbing every possible opportunity there are
getting.
• If the strategies are implemented effectively, it may clinch up the ladder, to
become the leader in domestic market incoming few years

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Brief About Micromax

  • 2. Introduction • The mobile phone market in India is worth 190 million handsets annually. Majority of the share is taken by Samsung, Motorola, L.G • Among domestic firms, Micromax is promising brand. It started its operations in 1991 as software design firm by Rajesh Agarwal but incorporated as a company in 1998, and 3 more people joined Vikas Jain, Rahul Sharma, Sumit Arora. • when it branched out as a distributor of computer peripherals such as PRINTERS, MONITORS, SCANNERS from manufactures such as dell, Sony, L.G • Today it is a leading telecom company with 23 domestic offices and international offices in hongkong, Dubai, Usa and Nepal.
  • 3. Product Mix phone s Smart phones canvas series Bolt series Featured phones X242, F145 Consumer electronics Led t.v’s Laptop’s Tablets Canvas tablets Canvas tab p666 Canvas tab p470 Data cards 3G Micromax MMX210G Micromax MMX219W router Micromax MMX44OW PRODUCT WIDTH PRODUCTDEPTH PRODUCT LINE PRODUCT LINEPRODUCT LINE
  • 4.
  • 5. SWOT ANALYSIS Strength weakness • Low cost of production • Innovative products and features • Well known brand in domestic market • Strong national distribution channel • Less investment in R&D • Weak brand image in urban areas • Perception of low quality Chinese brand Opportunity threats • entry into international market • Increase penetration in urban market • People are more focusing on smart mobiles • Increasing completion from local and international players • Replication of business model by competitors
  • 6. Different Strategy adopted by Micromax Distribution strategy: • We have two models of distribution strategy • B2C(business to consumer) • B2B(business to business) Manufacturer Distributor Dealer Retailer Customer manufacturer Corporate selling
  • 7. Place Strategy: • Micromax can place their products in some popular mobile phone stores such as Sangeetha, Big c and big electronic stores like Reliance digital, Croma, TMC store etc.…. • Also selling through online platform by collaborating with Flipkart, Amazon etc.…
  • 8. Promotion Strategy: • Promotion strategy helps in brand recognition awareness to people in both the markets. • So, making people aware about product(Micromax) will incur high promotional expenses in the terms of: 1. Broadcast media 2. Hoarding and bill boards 3. Sponsor for an event
  • 9. Problems faced by Micromax 1. Entry into the mobile industry: • Before entry of Micromax there are many big players captured the market like Nokia, Samsung, sony. • After deep study they entered into rural segment first then to urban market, 2. Sustainance and Innovation: • Due to severe competition in the market it Is difficult them to sustain in the market, they spend lot of money in R&D process and came up with new models. 3. Poor brand Equity: • The reason for success of other companies are because of brand Equity. • To build brand equity Micromax needs to differentiate themselves from others.
  • 10. conclusion • Micromax is gaining ground at a tremendous rate in the domestic as well as global mobile market. • There are showing a good sign in grabbing every possible opportunity there are getting. • If the strategies are implemented effectively, it may clinch up the ladder, to become the leader in domestic market incoming few years