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
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
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.
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.