Transcript
Photo Album
by sumit
Micromax
Prepared By- Deepak Kumar Sumit Dhaliya ECE, 3rd year (NIT Raipur)
EXECUTIVE SUMMARY
Micromax entered into market in 2008.
Its Headquarter located in Gurgaon, Haryana. And 23 domestic
office across country.
Within 3 years it has become third largest handset manufacturer in
India.
In this period, it has mainly focused on rural market.
Company has a 24% market share in the smart phone in India
as per the CMR report for April 2013.
(GROTH OF MOBILES SALES IN INDIA IN 2011)
First MICROMAX introduced in rural area was having the battery
backup of 30 days which was catering to the need of rural market of inconsistent power availability.
MARKETING STRATEGIES
PRODUCT STRATEGIES
PRICING STRATEGY
PROMOTING STRATEGY
PRODUCT STRATEGY DUAL SIM.
LONG BATTERY BACK UP.
LOW COST QWERTY.
ANDROID BASED O/S PHONE.
INTRODUCTION OF LOW COST TABLET IN 2012-13.
PROMOTING STRATEGY By providing extended warranty up to 2 years.
Introducing exchange schemes.
Bundling with telecom providers.
Advertising through the sports sponsorships.
PRICING
STRATEGY
Purchasing electronics accessories from China at
lower cost.
Assembling in India at lower labour cost.
Margin to dealer up to 15% (whereas other
company provides 6-10%)
Providing lower prices phones with higher functionality.
OBJECTIVES
Focus on urban market.
Focus on smart phones as well as tablets.
Focus on international market(inter into neighbouring country and South African country )
AGE GROUP OF RESPONDENTS
CHALLENGES
Weak brand image in urban areas.
Increasing competition from international and local players.
top related