Marketing Strategy of Micromax

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MARKETING STRATEGY AND MANAGEMENT OF MICROMAX CANVAS 2 A110

1.Introduction…………………………………………………………………………Pg 1 2.Key features and product pricing & situation analysis…………………………Pg 2 3.Environmental analysis consumer behavior in Indian market………………...Pg 3 4.Porter`s 5 force model……………………………………………………………. Pg 4 5.Integrated Marketing Communication tools……………………………………Pg 5-6 6.Identified problems and alternative solutions…………………………………...Pg 7 7.Conclusions and findings………………………………………………………… Pg 8 8.Recommendations and views…………………………………………………….Pg 9

INTRODUCTION
1.The mobile phone market in India is worth 130 million handsets annually. While the big players like Nokia, Samsung, Motorola and SonyEricsson make up for 70% share, the market has of late seen a slew of domestic firms such as Micromax, Karbonn and Entex making large inroads and new established brands like I ball and LG entering the field. 2.Micromax, started operations in 1991 as an embedded software design firm, but was incorporated as accompany in 1998, when it branched out as a distributor of computer peripherals such as printers, monitors, scanners from manufacturers such as LG, Sony Inc., Dell Corp. 3.Today, Micromax is one of the leading Indian Telecom Companies with 23 domestic offices across the country and international offices in Hong Kong, USA, Dubai and now in Nepal. With a futuristic vision and an exhaustive R&D at its helm, Micromax has successfully generated innovative technologies that have revolutionized the telecom consumer space. 4.Micromax is on a mission to successfully overcome the technological barriers and constantly engender life enhancing solutions´.

KEY FEATURES, PRODUCT PRICING AND SITUATION ANALYSIS
5.Key Features
(a)Android v4.0.4 (Ice Cream Sandwich) OS
(b) 5-inch LCD Capacitive Touchscreen
(c) Dual SIM (GSM + GSM)
(d) Wi-Fi Enabled
(e) 0.3 MP Secondary Camera
(f) 8 MP Primary Camera
(g) 1 GHz Dual Core Processor
(h) Expandable Storage Capacity of 32 GB
6.Product Pricing
The Micromax Canvas 2 A110 is priced at 10299/-. (price inclusive of taxes) 7. Situation analysis
(a)There is a tremendous and an ever increasing customer base for mobile phones.
(b)Samsung and Nokia have a concrete hold of the Indian market.
(c)The technology is very dynamic and ever changing.
(d)There is always a threat of new entrants in the market.
(e)Poor Integrated Marketing Communication (IMC) tools of the company.

ENVIRONMENTAL ANALYSIS CONSUMER BEHAVIOR IN INDIAN MARKET

8.The total number of mobile phones in use, in India today is 26 million. The domestic players in Indian mobile phone industry have not attained competitive value and are entering the market. The prominent brands in the Indian cellular phone industry are Nokia, Sony Ericsson, Motorola, and Samsung. 9.Nokia has the single largest market share in India of 60%. Nokia, Samsung and Sony Ericsson are very prominent players in the Indian market. Nokia has saturated the urban market including the B and C class cities and is now targeting potentially untapped markets. Sony Ericsson on the other hand has chosen to focus its energies on the B and C class cities since which it had not ventured into so far. The customer analysis has highlighted that the upper segment of the population are the major consumers of mobile phones. 10.Extensive research was conducted into the strategies being implemented for the rural market. The GSM market share outstrips that of the CDMA market. However, CDMA technology continues to grow but not as fast as GSM technology and thus, presents no significant threat. Nokia and Sony Ericsson segment the market on a similar basis. However, they have different interpretations of it. A potential for domestic firms to establish on basis of dynamic technology of the industry, need of various classes and competitive pricing 11. The key will be to provide the latest in technology at a lower price...
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