Micromax Mobile : How to Increase Market Share
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
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