Micromax

MICROMAX

…NOTHING LIKE ANYtHING…

Some Facts About Company !!!! Micromax is an Indian consumer electronics company located in

Gurgaon, Haryana, India.

Micromax started as an IT software company in the year 2000

working on embedded platforms.

Micromax is the 12th largest handset manufacturer in the World

(According to Global Handset Vendor Market share report from

Strategy Analytics).

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

span of 5 years.

About CompanyFounder (S) :-

Rahul Sharma Rajesh AgarwalSumeet Arora Vikas Jain

CEO :- Deepak Mehrotra

Micromax today is a fast growing and emerging leader in the

mobile and consumer electronics space in India.

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.

Cntd… Micromax has global business presence spread across Hong Kong,

Bangladesh, Nepal, Sri-Lanka, Maldives, UAE, Kingdom of Saudi Arabia,

Kuwait, Qatar, Oman, Afghanistan and Brazil.

Micromax has been making handsets through contract manufacturers in

China, Taiwan and other countries.

It has also setup its own manufacturing unit in India in the state of

Himachal Pradesh.

The company works with reputed chip makers including Mediatek, MStar

(now merged with Meditek), and Qualcomm.

…Innovation…

Some of the industry firsts Innovative devices launched by Micromax since

inception

are:

First Long Battery Life Phone with 30 days battery back up

X1i Marathon Battery phone with 30 days standby time & 17 days Talk time

First Universal Remote Control Phone

X235 With Universal Remote Control for TV, DVD, AC in your phone

First Dual SIM Dual mode active Phone (GSM+CDMA)

Micromax GC700 is the first GSM + CDMA Mobile phone

First Superfone with Gesture Control

Created a new category called ‘Superfone’ with Gesture Control, powered

with 1GHz dual core NVIDIA Tegra 2 Processor

First Women’s Line of Devices

Q55 Bling phone- First women’s phone with a swivel form and Swarovski

navigation keys

…Innovation Cntd…

…Market Strategy…

Micromax has been focused in earlier stages in rural

areas with feature phones because when we consider

Indian market major population lies on rural area which is

an huge market by itself. But know we can see change of

strategy by moving towards Smartphone's which have

great response over the entire Indian market. As per

records of 2013, Micromax Smartphone’s is second best

selling there after Samsung, in India.

…Emerging Market…

Breaking out to Smartphone's from Featured phonesWhen there are about 650 million mobile users in India,

only 12 per cent of them are Smartphone users. So the headroom to grow is tremendous.

Focusing the youthYounger generation are so fascinated towards

Smartphone's.They depend more on it, rather than PC for all their works.

SWOTANalysis

…Strength…

Launching of new products in market frequently.

Innovative & Featured products.

Low selling price of products.

Effective promotion campaigns

Most phones are Dual/Triple sim phones

…Weakness…

Low brand Image

Lack of quality in products

Poor service after sales support

Misunderstanding has an Chinese brand

…Opportunities…

Increasing growth rate selling of Smartphone's in Indian

market.

Entry into more international markets .

Low-end phones market has becoming very compettive.

…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

…STP…

• Low-Medium range basic phones• Low-Medium range Smartphone’sSegment

• Low income consumers• YouthTarget• Replacing bigger players like Samsung, Nokia through low-end phone marketPositioning

…Supply Chain Management…Channel 1:

Micromax Company

Distributers (1500)

Retailers (100000)

Customers

Channel 2:

Company E-Store Customers

www.micromaxestore.comChannel 3:

Company Online stores Customers

Flipkart, Snapdeal, Shoppingindia

…Competitors…

Samsung

Nokia

Sony

i-Phone

LG

Karbonn

Lava

Maxx

Spice

Celkon

Lennova

i-ball

Dell

Blackberry

HTC

G’Five

Huawei

…Product Diversifications…

From basic phones they move towards smarthphone’s.

Now they are moving froward with variety of products. Such as

Funbooks (Tablets)

Data Cards

LED TV

Home Theatres

…Let’s see one of Interesting Ad…

Presented By, Jose Sebastian P13186 PGDM-B Batch