Micro Max Branding and Positioning
THE BRAND BUILDING CHALLENGE
• Key points to be incorporated in the presentation as per the case study synopsis • In the absence of meaningful difference on product quality, consumers generally choose by name • Key values are not marketing but what the core values of the product are • How a particular brand evolved and grew and in turn became a powerful brand in today’s competitive market
Contents expected in Case Study as per Prof. Majumdar
• Your chosen Brand’s Identity, Personality and Symbolism • Strategic decisions taken to build the same brand • Consumer insights & perceptions used to create its values • Factors that shaped the brand during its life cycle • Role of advertising in this brand building process • How did this brand positioned itself in its competitive market? • The future steps to consolidate the same brand
References: http://business.in.com/article/work-in-progress/micromax-mobile-advantage/10472/1 http://www.forbes.com/2010/03/02/forbes-india-micromax-challenges-nokia_4.html http://www.livemint.com/2010/02/08221833/Micromax-challenges-Samsung-L.html http://www.micromaxinfo.com/aboutus.php
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Case Study: Micromax Mobile
Brand personality: The Micromax mobile made its mark in Indian market in 2008 which is currently being dominated by Nokia who is the leader. It was started by the following four innovative minds.
Company History
Though the company started making mobile phones only in 2008, it was founded in 1991 by Rajesh Agarwal as a distributor of computer hardware for brands like Dell, HP and Sony. In 1999 three of his friends — Sumeet Arora, Rahul Sharma and Vikas Jain — joined him as equal partners in the company.
Agarwal, the eldest of the four, keeps a handle on the company’s finances. The quieter Arora, a “class topper”, is the company’s chief technology officer. Jain manages Micromax’s alliances and partnerships with other companies. And the tall and fashionable Sharma is
• Key points to be incorporated in the presentation as per the case study synopsis • In the absence of meaningful difference on product quality, consumers generally choose by name • Key values are not marketing but what the core values of the product are • How a particular brand evolved and grew and in turn became a powerful brand in today’s competitive market
Contents expected in Case Study as per Prof. Majumdar
• Your chosen Brand’s Identity, Personality and Symbolism • Strategic decisions taken to build the same brand • Consumer insights & perceptions used to create its values • Factors that shaped the brand during its life cycle • Role of advertising in this brand building process • How did this brand positioned itself in its competitive market? • The future steps to consolidate the same brand
References: http://business.in.com/article/work-in-progress/micromax-mobile-advantage/10472/1 http://www.forbes.com/2010/03/02/forbes-india-micromax-challenges-nokia_4.html http://www.livemint.com/2010/02/08221833/Micromax-challenges-Samsung-L.html http://www.micromaxinfo.com/aboutus.php
[pic] [pic]
Case Study: Micromax Mobile
Brand personality: The Micromax mobile made its mark in Indian market in 2008 which is currently being dominated by Nokia who is the leader. It was started by the following four innovative minds.
Company History
Though the company started making mobile phones only in 2008, it was founded in 1991 by Rajesh Agarwal as a distributor of computer hardware for brands like Dell, HP and Sony. In 1999 three of his friends — Sumeet Arora, Rahul Sharma and Vikas Jain — joined him as equal partners in the company.
Agarwal, the eldest of the four, keeps a handle on the company’s finances. The quieter Arora, a “class topper”, is the company’s chief technology officer. Jain manages Micromax’s alliances and partnerships with other companies. And the tall and fashionable Sharma is
References: • 22 phones out of 26 launched (till Feb 2010) have Dual-SIM provision from Micromax • The first phone X1i which was launched in 2008 was developed keeping in mind that rural areas and towns did not have enough electricity to charge the mobile phones