Marketing Strategy of Micromax

Topics: Mobile phone, Marketing, Smartphone Pages: 26 (4658 words) Published: October 6, 2014
16

Micromax Mobile

Marketing Strategy

C ON T E N TS

Introduction ...................................................................................................................................

Situation Analysis ..........................................................................................................................

Marketing Strategy............................................................................................................................

Summary, Conclusion, Recommendations .........................................................................................

Bibliography

INTRODUCTION

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 will utilize opportunities and address weaknesses as outlined in the Situation Analysis.

The plan addresses following marketing challenges:

§ To position in the mind of customers as their preferred brand

§ To concentrate more on potential urban and youth market

§ To make a global presence in the market

S I T U A TI O N A NAL Y S I S

Analyzing current situation through 4C framework:

C U STO M E RS

Currently Micromax is dominating the rural market. Initially the marketing strategy of Micromax was to target rural market. They are basically catering to the need of the customers of the rural area.

For example the first mobile Micromax introduced in rural area was having the battery backup of 30 days which was catering to the need of the rural market of inconsistent power availability.

C O M P ET I TO RS

Micromax knows that there are many established brands in Mobile Phones' industry like Nokia, Samsung, LG and several other local as well as Chinese manufacturers . Some major competitors and their strategy and strengths are identified as below:

§ NO K I A - Nokia is the leader in the mobile phone industry in India (38% market share).

It is dominating the Indian market from years. Recently it is facing problems to retain its growth and sales. But the pioneer is working hard to get out of this. For the same reason Nokia is going to use operating system of software biggie Microsoft. So it is expected that Nokia will try to regain its lost market share.

§ S A M S U N G - Samsung has emerged as a very healthy and prominent competitor in the market. Samsung is backed with the high quality and professional team in the R&D area. Innovative products specially smart phones and Galaxy series from Samsung are ruling in the market. So it is expected that with the increasing demand of mobile phones Samsung will try to retain and increase its market share.

§ A P P L E - Apple is one of the most major competitors in this industry. Slick, stylish and innovative phones of Apple are driving crazy to its users. Apple is aggressively entering Indian market with its amazing iPhone series.

§ O TH E R D O M E S T IC P L AY E R S - Other players like Karbon, Spice, Lava etc have more or less the same market strategy.

§ CH IN E S E M A NU F A C T U R E R S - Some of the Chinese manufacturers have already entered the Indian market. These manufacturers have priced their mobiles very low. So these manufacturers are expected to grow as with the demand.

Various comparative analyses show that the market shares of Nokia fell drastically while that of Samsung rose impressively. Besides Samsung's growth, market also witnessed the growth of the local manufacturers (36% of the market share). The most prominent local

manufacturer with a market share of 7% is M IC R O M A X .

Lava

8% Others

11%

Spice

16%

Karbon

20%

Micro max

45%

Others

22% LG

4%

Domestic

20%

Nokia...

Bibliography: Courtesy: IDC report on growth of mobile sales in India, 2011
Figure 1: Market share of various handset manufacturers in India in 2011
The Indian mobile handset market is expected to grow from a total of 151 million handsets for the twelve month period ended December 31, 2009 to 402 million handsets for the twelve month period ended December 31, 2014.
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