Micromax Mobiles

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Study of Marketing Strategies adopted by Micromax Mobiles
Submitted by Name Umang Tibrewal Zehra Ladiwala Harsh Vardhan Mohta Nishad Nevgi Snehal Punjani Anish Rai Roll. No. 20 24 30 33 35 37

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Table of Contents
1. Introduction ..................................................................................................................................................... 3 1.1 Company Profile........................................................................................................................................ 3 1.2 Strategies Adopted..................................................................................................................................... 4 1.3 Market Segmentation................................................................................................................................. 4 1.4 SWOT Analysis of Micromax Mobiles ..................................................................................................... 5 2. Promotional Campaigns of Micromax Mobiles .............................................................................................. 6 2.1 Khatron Ke Khiladi ................................................................................................................................... 6 2.2 Cricket – A Religion in India .................................................................................................................... 6 2.3 Micromax & MTV .................................................................................................................................... 7 2.4 International Indian Film Academy (IIFA) ............................................................................................... 7 2.5 Micromax & MTNL/BSNL ....................................................................................................................... 8 2.6 Advertisements used by Micromax mobiles ............................................................................................. 8 2.6.1 Advertisements highlighting product features .................................................................................... 9 2.6.2 Other Ad Campaigns .......................................................................................................................... 9 2.7 Brand Ambassadors ................................................................................................................................. 10 2.8 Social Media Marketing .......................................................................................................................... 11 3. Product Mix ................................................................................................................................................... 12 4. Price ............................................................................................................................................................... 13 5. Survey Analysis ............................................................................................................................................. 14 6. References ..................................................................................................................................................... 15

Table of Figures and Illustrations
Figure 1: Market share of various handset manufacturers in India in 2009 ........................................................ 3 Figure 2: Micromax 'Fly to Brazil Teaser' ........................................................................................................... 6 Figure 3: Aspirational campaign teaser by Micromax ........................................................................................ 7 Figure 4: Micromax Bling promoting the association of Micromax and IIFA ................................................... 8 Figure 5: Micromax ads during IPL 2010...
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