Micromax Market Analysis

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MARKETING MANAGEMENT PROJECT REPORT INDIAN INSTITUTE OF MANAGEMENT, KASHIPUR

A Study on Marketing Strategy of Micromax and Future Challenges Group 2
Akshay Aggarwal Ashok Kumar Mayank Singh Saurabh Bhise Mohit Sharma

Submitted on: 21st Dec’ 2012

INDIAN INSTITUTE OF MANAGEMENT, KASHIPUR Acknowledgement
Apart from the efforts made by the team, the success of this project depends largely on the encouragement and guidelines of many others. We take this opportunity to express our gratitude to the people who have been instrumental in the successful completion of this project. We would like to show our greatest appreciation to our Marketing teacher Prof. Somnath Chakabarty. We can‘t thank him enough for his tremendous support and help throughout the period of making of this project report. Without his encouragement and guidance this project would not have materialized. We are also thankful to all the retailers and consumers who answered and contributed in the survey conducted by the team. Without their constructive help this survey would not have been possible. Finally, we must mention that the continuous hard work put in by all the team members viz. Akshay Aggarwal, Ashok Kumar, Mayank Singh, Mohit Sharma, Saurabh Bhise proved vital for the success of the project and is responsible for the positive outcome.

Akshay Aggarwal Ashok Kumar Mayank Singh Saurabh Bhise Mohit Sharma

Specific problem to be investigated
• • • • Study the marketing strategy of Micromax Mobiles over the last two years. Comparative analysis with other players like Nokia, Samsung, lava, Maxx etc. Studying the brand image amongst consumers. Studying its transition from rural to urban India.

Objectives of the study
  To Study the marketing strategy of Micromax mobiles. A new cell phone Company challenging Samsung India Electronics Pvt. Ltd and LG Electronics India Pvt. Ltd as one of the top three sellers of cellular phones in the country, overtaking rivals such as Motorola Inc. and Sony Ericsson Mobile Communications. Analyzing the effectiveness of advertising in changing the consumer‘s behavioral pattern. Suggesting future course of action with regard to following problems. Alternative strategy to combat the challenge from low end mobile makers like Karbonn, Lemon, Samsung guru etc. flooding the Indian market. Gaining 2nd position in terms of market share in the near future and moving on to being no. 1 later. Changing brand perception from low end mobile to a mobile capable of catering to the needs of high end users. Striking balance between price and quality.

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Research Methodology
  Second hand data collection from magazines, books, newspapers and web. Primary data collection in the form of questionnaires from dealers and consumers and thereby classifying, analyzing and interpreting the information using statistical tools resulting out of it First hand study of Micromax Marketing strategy as followed by the company and the challenges perceived by them, in a meeting with personnel.



Introduction
Micromax India has been marked the 12th largest manufacturer of mobiles across the globe. The Micromax phone being an Indian Brand is known and favourite of many across the globe because of its innovative features and price tag. Understanding the choice of its customers Micromax has come up with innovative phones and designs suiting the needs of different customers. Micromax phones can be differentiated very well from other competitor phones in the market because of its uniqueness. Micromax cell phones presence can be felt across 14 locations across the globe. It creates mobiles catering to different customer needs but the youth being their prime target. Micromax phones come in more than 60 models catering to the needs of different customers with different features and applications. The Micromax phone price is very low compared to other phones in the market. They have phones in variety like QWERTY keypad, Dual SIM,...
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