Micromax Mobile : How to Increase Market Share

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Consumer buying behaviour report
Micromax mobile phones
By Mansi Choksey
Roll no. 19
PGDM Marketing

Product chosen:
Micromax Mobile phones

Issue to be addressed:
How to increase Market share:

Background on the company:
Micromax Mobile needs no introduction today. Just two years back people were not aware of the brand at all but today it’s India’s third largest mobile selling company by volume after Nokia and Samsung (IDC Report).Brand’s success can be attributed to it’s ability to understand the need of the market ,aggressive marketing with a budget of Rs.100 crore and smart distribution channel management.

Its 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 revolutionised the telecom consumerspace.

As per IDC report Micromax displaced LG to become third largest selling mobile handset company in india with a market share of 6%.Nokia is market leader with 62% share and Samsung is on second place with 8% market share. The company today sells more than a million handsets a month and is now a Rs.1600 cr worth brand. The company has presence in more than 500 districts and 90,000 retail outlets. The company started its Mobile handset business in 2008 and the challenge was to establish an identity in a market dominated by big MNCs Like Nokia,Samsung,LG and Motorola.

Today Micromax has become a brand which people relate and look up to for realizing their individual device preferences and other out-of-the-box solutions. Micromax, is now churning out 1 million phones a month.

Micromax is on a mission to successfully overcome the technological barriers and constantly engender "life enhancing solutions".

The company's vision is to develop path-breaking technologies and efficient processes that incubate newer markets, enliven customer aspirations and continue to make Micromax a trusted market leader amongst people.

Micromax founders :

Rajesh Agarwal: handles company finances

Sumeet Arora: chief technology officer

Vikas jain: handles alliances with other companies

Rahul Sharma: risk taker with the big ideas

4 P’s of marketing for Micromax mobiles:

1. Product

Micromax has been quite effective in the marking a difference with almost every product that it launched. The range that they have covered varies quite a large variety. Right from the handsets with 30 days battery backup, dual SIM, handsets switching networks (GSM -CDMA) using gravity sensors, aspirational QWERTY keypad handsets to operator branded 3G handsets to the most exciting OMH CDMA Handsets, etc.

Every product of Micromax had the potential to grab the attention of media as well as the consumers in a market which is already flooded with mobile phone handsets and a launch is there in every day or two.

2. Price

Micromax specialized in entry-level and mid-segment handsets priced between Rs1,800 and Rs2,400 when it started selling the devices in 2008, confining itself to small towns and rural areas in the first 12-18 months. Encouraged by its success, the firm expanded to larger cities and now has a distribution network of 55,000 retailers, which it plans to scale up to 70,000 by the end of March as part of its strategy to raise sales to 1.5 million handsets a month.

3. Place

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.

Micromax has invested Rs100 crore to set up a plant in Baddi in Himachal Pradesh as it feels outsourcing manufacturing completely leaves the door open for supply-side uncertainties. Production will be scaled up from an initial 50,000 per month.

“If everything goes right, by the third phase in...
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