Micromax Market Mix

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SubjectsPage No.

1. Introduction-------------------------------------------------------------- 01

2. A Brief History of the Company--------------------------------------02

3. Company overview------------------------------------------------------03

4. The Marketing Mix for the company-------------------------------04

a. PRODUCT----------------------------------------------------------05

b. PRICE----------------------------------------------------------------07

c. PLACE---------------------------------------------------------------10

d. PROMOTION------------------------------------------------------13

5. Consumers feedback analysis----------------------------------------18

6. Distributors feedback analysis---------------------------------------19

7. SWOT analysis------------------------------------------------------------20

8. Findings and suggestions----------------------------------------------22

9. Conclusion-----------------------------------------------------------------23

10. References-----------------------------------------------------------------24


The mobile phone market in India is worth 130 million handsets annually. While the big boys like Nokia, Samsung, LG, Motorola and Sony Ericsson make up for 70% share, the market has of late seen a slew of domestic firms such as Micromax, Karbonn and Intex making large inroads and new established brands like Videocon and Onida entering the field.

Among the domestic firms, one of the most promising brand is Micromax. Micromax is known to be one of the leading Indian Telecom companies that have 23 domestic offices located all over the county along with International offices. 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.

Though the company made its humble beginning by introducing Micromax Mobiles in the year 1991 but at present it is giving a tough competition to all its competitors in the field. The company is known to be a leading provider in the country for wireless technology solutions.

Latest technological advancements are used by the company to bring landmark solutions for the users in the mobile world and to create a niche for itself. There are many “first” to the credit list of Micromax.

The company’s vision is to develop path-breaking technologies and efficient processes that incubate newer markets, enliven customer aspirations and to make Micromax a trusted market leader amongst people. A Brief History of the Company

Few years ago, when Vikas Jain’s firm was delivering computer printers and monitors across India, he saw first-hand how pervasive Nokia had become and also observed that When Nokia or Samsung roll out a new model they do so from its global portfolio rather than launching something specifically for India and Despite Nokia’s dominance, the Indian mobile-phone market was far from being saturated. Jain saw his chance, who set up the company in 1990s along with three friends from engineering college--Rahul Sharma, Rajesh Agarwal and Sumeet Kumar, all of whom are in their mid-30s to early 40s.

Micromax, started operations in 1991 as an embedded software design firm, but was incorporated as a company 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.

Though Micromax made its debut in 1991 but it presence has been felt majorly in few previous years. Serious developments and rise was seen in the year of 2008 when the company entered Indian Cell phone handsets market. Company entered market in March 2008 in which it had a market share of meager 0.59% average.

Though the company made its humble beginning by introducing Micromax Mobiles in the year 1991 but at present it is giving a tough...
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