A Project On Marketing Strategies Of
Submitted By: Amit Chandnani (NR11019)
Pranav Patel (NR11112) Submitted To: Prof. Sharif Memon Rishi Shah (NR11143) Jignesh Tejani (NR11160)
History
Found in 1991 by Rajesh Agarwal . First Business as Distributer of Computer Hardwares. In 1998, Sumit Arora, Rahul Sharma and Vikas Jain
joined Micromax as co-founders.
The company branched out from a mere distributor to a marketer of telecommunication equipments. In 2008 Micromax ventured into the mobile handset market.
Competitors
1.
2.
3. 4. 5. 6. 7. 8.
Nokia Samsung Sony Maxx Karbonn Spice Blackberry Apple
Target Market
Youth Q3 M2 Fashion Savvy Women Bling Professionals A78 Q80
Data of last 2 years
Market Share
Share in %
2.8
3 4 5.5 5.9 6.9 39 2.2 2.1 Nokia Samsung Micromax BlackBerry LG G'Five Karbonn Spice Maxx Sony Ericsson
17.2
1. Creating The Base
It was in 2008 that Micromax ventured into the mobile handset
market.
The brand wanted to create a base before taking on the large players . Hence as a go-to- market strategy, Micromax concentrated on the rural
market first.
It was a different move altogether since most of the marketers tend to concentrate on the urban markets then move to the rural markets. Continue..
1. Creating The Base
Micromax launched its first phone in the rural market with a very unique USP- 30 days battery standby time.
The brand was launched from a consumer insight that most of the rural households do not get enough electricity to recharge phones on a daily basis .
2. Establishing the Effective Distribution Channel
According to a report in Forbes India ( March 5,2010), Micromax created a distribution network comprising of 34 super distributors, 450
distributors and around 55,000 retailers.
The brand could also take advantage of the inroads made by other brands into advantage.
3. Offering the cash Discounts.
One of the highlight of their distribution strategy was that
Micromax managed to make these dealers pay in advance by
offering them more margins.
According to the news report, Micromax managed this hurdle
through this strategy of more margins for advance payment.
It is not a new strategy to offer such kind of discounts for advance payments (cash discounts), but to make a retailer
accept such an offer is indeed a remarkable feat.
Nothing Like Anything- Value 4 Money
Nothing Like Anything- Value 4 Money
Nothing Like Anything- Value 4 Money
5. Product Development
Launched Firsts in the Market 1. 30 Day Battery Life 2. Affordable QWERTY phones 3. Affordable Double Sim Phones 4. Affordable Anoroid Phones And Many More.
6. Brand Building & Promotion
Micromax has invested heavily in brand building.
The brand is one of the big spenders in the current IPL.
Micromax has centred much of its brand building exercise around cricket.
It was one of the principal sponsors of the South Africa VS India
ODI series in 2010. Ads on Social Networking sites like Facebook
Tying up with MTV etc.
Sponsoring concert of Bryan Adams in India
7. A Big Marketing Move
Micromax roped in the Bollywood Action hero Akshay Kumar as the
brand ambassador.
This move is going to boost the brand recall of Micromax to new heights.
Akshay Kumar has strong equity both in urban and rural markets.
The association with such a big star will also have a positive impact on the image of Micromax.
The brand can now overcome the perception of a low price product.
Critical Analysis
Though they have promoted the brand, creativity was missing. For Example, Micromax Facebook, Gravity, MTV, They only talked about the product n thats it. So Lack of Creativity.
Critical Analysis
The new Gamolution handset was supposed to be a game changer for Micromax.
But the campaign was a big let down. With a star like Akshay, the brand could have done much more rather than some funny noises and acrobatics.
Recommendations
Micromax now have a wonderful chance of moving up the ladder. With a good product range, reasonable pricing base and a high profile celebrity, the brand could have positioned itself as an aspirational brand. Instead of also ran ads that lack any brand vision,
Micromax would do well if it could bring in some class
in their campaigns.
Recommendations
The brand should also move from a product oriented ad
campaign to a brand building mode.
Micromax as a brand should be developed focusing on the core brand values like innovation and value orientation.
When the product range widens, it may not be practical to
sustain individual campaigns. So it is time for Micromax to position the Family Brand and
develop a brand identity.
Thank You.