Integrated Marketing Communication

IMC TOOLS USED BY

MICROMAX

Aswathy.C.OusephAswathy ChandranMadhuri G MenonSantosh LingayatHarshitha

Team - 5

About....!!!

Micromax is an Indian consumer electronics company

located in Gurgaon, Haryana.

Micromax started as an IT software company in the year

2000 working on embedded platforms.

Entered mobile handset business in 2008 and in a short

span of two years became one of the largest Indian

domestic mobile handsets company by offering unique

affordable innovations

FOUNDERS:- Rahul Sharma Rajesh Agarwal Sumeet Arora Vikas Jain

Micromax is the 12th largest handset manufacturer in the World.

Micramax has become India’s 3rd largest mobile brand in a short

span of 5 years.

SWOT ANALYSIS

STRENGTH

Launching of new products in market frequently.

Innovative & Featured products.

Low selling price of products.

Most phones are Dual/Triple sim facilities.

WEEKNESS

Low brand Image

Lack of quality in products

Misunderstanding has an Chinese brand

OPPORTUNITIES

Entry into more international markets.

Increase penetration in urban market.

THREATS

High competition from local & international players

Eg:- Samsung, Nokia, Karbonn

Entries of new players

Eg:- Celkon, Maxx

Low price phones from well known players

IMC Tools

• Advertising – Television, newspaper, hoardings, billboards.

•Direct marketing – Events, micromax, canvas booth, Ad campaign

•Internet marketing – Website, Social networking sites

IMC Tools

•Sales promotion – Sports & Films

•Publicity/public relation – Press releases

•Personal selling – Direct conversation with customers, Selling personal info to third party for them to target ads to subscribers.

Segmentation ;

•Rural Market Low-Medium range basic phones•Working Executives/ Professionals•Texting and Chatting Freak youth •Multimedia Users •Youth Low-Medium range Smartphone’s

Target ;

• Low income consumers• Youth• Fashion Savvy Women • Professionals

Positioning ;

• Replacing bigger players like Samsung, Nokia through low-end phone market