Marketing_Plan
Table of Contents
S.No. Contents Page Number
1.
Executive Summary……………………………………………………………………………………………………………2
2.
Introduction…………………………………………….………………………………………………………………………..3
i. The Industry ii. Indian handset market iii. Cellular phone penetration iv. Growth of Indian telecom industry
v. Micromax History vi. Rationale for choosing the brand;
3.
Situational Analysis…………………………………………………………………………………………………………5
i. SWOT ii. Porter Analysis
4.
Market Objectives ………………………………………………………………………………………………………….12
i. Mission ii. Marketing objectives
5.
Market Strategies………………………………………………………………………………………………………….13
i. Segmentation ii. Targeting iii. Positioning
6.
Market Action Program………………………………………………………………………………………………..15
7.
Implementation……………………………………………………………………………………………………………18
i. Budget and Activity Schedule ii. Financial Projections
9.
Annexure……………………………………………………………………………………………………………………..21
10.
Sources of Information………………………………………………………………………………………………...23
EXECUTIVE SUMMARY
Micromax, an unheard name in the mobile handset industry three years ago is now the third largest mobile manufacturer in India. Micromax Informatics limited, which was first started as embedded software firm in 1991 and then as distributor of computer accessories ventured into the mobile handset business in the year 2008. In not more than three years, Micromax has increased its market share from a mere 0.59% to 6.9%. Recently, Micromax has been selected as the V&D 100 – Emerging Company of the year 2011.
The success mantra of Micromax has been the continuous innovation path it has followed from the start. This is evident from its product portfolio which portrays a wide variety of mobiles: qwerty mobiles, dual SIM mobiles, Bling, etc. which are offered at unimaginably low costs. The distribution network also adds
S.No. Contents Page Number
1.
Executive Summary……………………………………………………………………………………………………………2
2.
Introduction…………………………………………….………………………………………………………………………..3
i. The Industry ii. Indian handset market iii. Cellular phone penetration iv. Growth of Indian telecom industry
v. Micromax History vi. Rationale for choosing the brand;
3.
Situational Analysis…………………………………………………………………………………………………………5
i. SWOT ii. Porter Analysis
4.
Market Objectives ………………………………………………………………………………………………………….12
i. Mission ii. Marketing objectives
5.
Market Strategies………………………………………………………………………………………………………….13
i. Segmentation ii. Targeting iii. Positioning
6.
Market Action Program………………………………………………………………………………………………..15
7.
Implementation……………………………………………………………………………………………………………18
i. Budget and Activity Schedule ii. Financial Projections
9.
Annexure……………………………………………………………………………………………………………………..21
10.
Sources of Information………………………………………………………………………………………………...23
EXECUTIVE SUMMARY
Micromax, an unheard name in the mobile handset industry three years ago is now the third largest mobile manufacturer in India. Micromax Informatics limited, which was first started as embedded software firm in 1991 and then as distributor of computer accessories ventured into the mobile handset business in the year 2008. In not more than three years, Micromax has increased its market share from a mere 0.59% to 6.9%. Recently, Micromax has been selected as the V&D 100 – Emerging Company of the year 2011.
The success mantra of Micromax has been the continuous innovation path it has followed from the start. This is evident from its product portfolio which portrays a wide variety of mobiles: qwerty mobiles, dual SIM mobiles, Bling, etc. which are offered at unimaginably low costs. The distribution network also adds