Micromax Ppt

Topics: Mobile phone, Marketing, Smartphone Pages: 15 (3842 words) Published: February 12, 2013
8/18/2011

Micromax Mobile

Submitted to: Dr. Barnabas

Submitted By: Ankit Saxena(A-05) Arpana Dalvi(A-06) Munish Nanavati(A-12) NIshal Ferrao(A-16) Rohan Deodhar(A-26)

Contents
Executive Summary ........................................................................................................................... 3 Situation Analysis .............................................................................................................................. 3 Customers ..................................................................................................................................... 3 Competitors .................................................................................................................................. 3 Company ....................................................................................................................................... 5 Context.......................................................................................................................................... 5 Market opportunities and issues ....................................................................................................... 6 SWOT Analysis ............................................................................................................................... 7 Objectives ......................................................................................................................................... 8 Market Segmentation........................................................................................................................ 9 Target markets ................................................................................................................................ 10 Marketing Strategy .......................................................................................................................... 12 Product Strategy .......................................................................................................................... 12 Pricing Strategy: .......................................................................................................................... 13 Promotion Strategy ..................................................................................................................... 13 Place Strategy .............................................................................................................................. 14 Distribution strategy .................................................................................................................... 14 Customer Acquisition and Retention............................................................................................ 15 Research Methodology .................................................................................................................... 16 Method of Data Collection ........................................................................................................... 16 Performance Dashboard .................................................................................................................. 18 Contingency plan............................................................................................................................. 19 Annexure......................................................................................................................................... 20 CONSUMER QUESTIONNAIRE ...................................................................................................... 20

Executive Summary
Micromax has entered into handset market in 2008 and within 3 years it has become the third largest handset manufacturer in India. In this period, it has focused mainly on rural market and has become a leader in the same. Now it wants to expand its presence within India and then on international level. This plan incorporates innovative strategies that...
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