1. By
Shubhangi Garg

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3. INTRODUCTION
• FOUNDED IN 2008
• Concentrated on the rural market first.
• CHALLENGED EXISTING MULTINATIONAL
BRANDS
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4. The vision
• To develop path-breaking technologies
• incubate newer markets
• Make Micromax a trusted market leader
• believe in Innovation and deliver nothing
short of the best
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5. The mission
• to successfully overcome the technological
barriers and
• constantly engender life enhancing solutions
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6. Before we present let us discuss
your views about the brand
“MICROMAX”
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7. THE INNOVATIVE HISTORY
• 30-DAY BATTERY PHONES
• April 2008: Rs2,249; Now: Rs1,999 The X1i,
Micromax’s first phone, had a battery that could
give 17 hours of talk time and go 30 days on a single
charge.
• DUAL-SIM PHONES
• July 2008: Rs1,999-12,999 For those who want two
numbers but one handset.
• PHONE-CUM-REMOTE
• May 2010: Rs2,999 A mobile that can switch TV
channels and even change the AC temperature
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8. • PHONE-CUM-STEREO
• Feb 2010: Rs4,999 With 3D surround
sound, fed by Yamaha and Wolfson
• BLING :Feb 2010: Rs5,500 A big hit with
women, comes with Swarovski
embellishments.
• MOSQUITO-REPELLANT PHONE:
• A mosquito-repellent phone
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9. • Hence they have registered many “firsts “ to
their name.
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10. TARGET
MARKET
URBAN RURAL
YOUNGSTERS WOMEN
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11. Rural :
1. maximum number of consumers
2. all they demand is a handset with regular
features at an affordable price.
Urban –
1. youngsters the second most important
segment
2. Want innovative features such as a memory
card with more capacity, better music and
camera quality and a trendy face value.
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12. • Executive class : 'technological innovation‘ will
be the catchword
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13. • RURAL :
The 30 day battery backup : essential because a
lot of villages still have shortage of electricity.
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14. Product strategy
• Micromax products were towards the lower
end of the pricing spectrum
• the brand was focusing on adding more
features at a reasonable price .
• The focus was more on value than price.
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15. FOCUS
• At the entry level, Micromax PLAYED the
'variety' card.
• at the entry level, not much variety is
available. Handsets available at Rs 1,200-
1,300, look equally unimpressive.
• Micromax plan to change the face of the
entry level phones while keeping the price
more or less same.
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16. SUCCESS OF X1i
• Went aggressively into
the market
• Tapped the rural market.
• Severe logistics pressure
in serving these markets
• Established
DISTRIBUTION NETWORK
• 450 distributors and
around 55,000 retailers.
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17. First to target women
• Colors : white and pink
• Smart phone
• Attractive looks
• Swarovski keys
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18. Key features to cope up with
competition
• Premium handsets: QWERTY keypad
handsets-'easy chatting'.
• Tie up with social networking sites such as
Facebook -to ensure better connectivity.
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19. • In the multimedia segment, it offers radio,
MP3 player and camera.
• launched co branded phone along with MTV
as 'MTV Music Phones'.
• To add an oomph factor and gel well with the
young consumers.
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20. Distribution channel
• Micromax managed to make dealers pay in
advance by offering them more margins.
• It offered higher margins of 15 %margin,
which is higher than the industry average of 6-
10%
• It is not a new strategy to offer such kind of
discounts for advance payments (cash
discounts), but to make a retailer accept such
an offer is indeed a remarkable feat .
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21. Market penetration
• Joining hands with
telecom operators such as
Aircel.
• For better accessibly and
prominence in the
market, with 150
exclusive stores
• in addition to ensuring
bigger presence at the
multi branded stores.(like
croma)
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23. Corporate Level strategies:
• Expansion strategy
• Resource allocation: heavy investment in R&D,
lately heavy investment in brand building.
• Wide portfolio catering to diverse segments
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24. Business Level strategies:
• Unique Fusion of Cost Leadership and Product
Differentiation.
• Following a Frontal and Flanking attack
strategy.
• Products are mostly in the embryonic and
growth stages.
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25. Functional Level Strategies
• Product Innovation
• Rapid channel expansion
• Targeting widest customer base ( Rural + Youth)
• 360 Degree advertisin
• Innovative advertising
• Effective and accurate segmentation
• Excellent Supply Chain management (Delivering
value to each channel member).
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26. • Innovation, Cost- Effective, Credible and an
Insightful R&D, have now become
synonymous to Micromax
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27. BRAND BUILDING INITIATIVES
• Advertising and branding
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28. Market statistics
• currently the third-largest GSM vendor in the
Indian market,
• A share of 8.1%, perhaps just a few marks
behind Samsung
• Samsung at the second position has 10.4%
• Nokia with 52.7% share is the number 1
vendor
• Source : Forbes India, 27 Feb. 2010
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29. • Would you buy a micromax
fone?
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30. SUGGESTIONS
• Join hands with google to tap smart fone
market.
• Better connectivity to net and social
networking sites.
• Student discounts
• Youth friendly designs and interface
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