prepared by- MILAN J. KIKANI (Roll no:20) FARUK A.KHORAJIYA (Roll no :19 ) [SECTION : A- PIMR MBA 2nd Sem

submitted To- PROF. RAJINDER KAUR

Founder of Micromax : Rajesh Agrawal, Sumeet Arora,

Rahul Sharma, Vikas Jain

Type – private

industry- telecommunication and consumer electronics

Founded -Delhi, india [ 29th march ,2000]

Founders – Rahul Sharma,vikas jain,Sumeet Arora,Rajesh agraval

Headquarters- gurgaon ,Haryana

Ares served- India, Russia ,Shri lanka Bangladesh

Products- Mobile phones,smartphones, Tablet, Computers, LED TV etc

Key people- sanjay kapoor [Chairman]vineet taneja [CEO] shubhodip pal [CMO]

Revenue- US$ 2.74 billion [Q1 2015]

Slogan- ‘’NOTHING LIKE ANYTHING’’

Micromax is an Indian consumer electronic company headquarters in gurgaon,haryana india.

Micromax started as an IT software company in 2000. and entered in to mobile segment in 2008. with in 3 years it has become one of the largest Indian domestic mobile handsets company by 2010.

Micromax has entered into mobile segment in 2008 and in 2011 it entered in tablet market with the fun book series.

Micromax launched its first octa core flagship Smartphone named as ‘’canvas knight A350’’.

in 2014 micromax launched its android one smarepnone known as ‘’CANVAS A1’’

Originally the company sourced its all

products from china. However since April

2014, they started manufacturing LED TVs

and TABLETS at their facility in

RUDRAPRAYAG,UTTARAKHAND.

AKSHAY KUMAR and TWINKKAL KHANNA were one of the first celebrities to endorse micromax mobiles.

Huge Jackman appeared in the 2013 commercial for the canvas turbo A250.

In July 2013,CHITRAGANA SINGH posed for CANVAS 4 SMARTPHONE in new delhi.

PRODUCT STRATEGY

PRICE STRATEGY

PROMOTION STRATEGY

PRICING STRATEGY

Micromax provides wide range of phones with different features

dual sim cards.

Long battery back up.

Low cost.

Android based phones.

penetration pricing strategy adopted for

rural and urban market.

Quality phones at affordable price.

Purchasing electronics accessories from

China at lower cost.

Assembling in India at lower labour cost.

Micromax trying to use Bollywood

celebrities and MTV to publicize their

brand image.

introducing exchange scheme.

Use online marketing .

Advertising through sport sponsorship.

Most of the company start with urban

market but micromax is the company

which firstly focused on rural market and

then targeted urban market. So its very

unique strategy of micromax.

1) S [SEGMENTING]- ‘’ Dividing total market In to sub segment’’.

- Low –medium range basic phones to market.

2) T [TARGETING] – ‘’choosing a sub segment to be targeted’’.

- low income consumer and villages.

3) P [POSITIONING]- ‘’ introducing or placing product to sub-segment’’.

- Replacing the biggies like Samsung’ Nokia from the low end phones market.

-Strength-Weakness -Opportunities-Threats

STRENGTH OF MICROMAX

Provide many basic functions at much lower costs;

Regional languages support;

Dual SIM/Triple SIM phones;

Celebrity brand ambassadors -

WEAKNESS OF MICROMAX

brand image in urban areas- Micromax has still not been able to establish itself well in the urban market as its main concentration had been on the rural population.

Perception of low-quality Chinese brand- Micromax has a manufacturing unit set up in china which has strengthened this perception among people.

OPPORTUNITY OF MICROMAX

Low-end phones market has become very competitive.

Cut-throat competition has made Dual-SIM phones being available.

Can be used as simple second phones as well as cheaper smart phones.

THREATS OF MICROMAX

Threat from low price well known

brands

Other lower end phones brands

-COMPETITORS OF MICROMAX

Nokia

Samsung

Lava

Maxx

In the recently concluded october-december ,2014 Micromax controlled 22% market share in Smartphone shipments in India beating Samsung which had 20%market share.

o According to current situation Indian based company Micromax has become leader in mobile sector to beaten south-koriencompany Samsung as we have to take proud on Micromax.