Marketing Strategy of Micromax
MARKETING STRATEGY AND MANAGEMENT OF MICROMAX CANVAS 2 A110
1. Introduction…………………………………………………………………………Pg 1
2. Key features and product pricing & situation analysis…………………………Pg 2
3. Environmental analysis consumer behavior in Indian market………………...Pg 3
4. Porter`s 5 force model……………………………………………………………. Pg 4
5. Integrated Marketing Communication tools……………………………………Pg 5-6
6. Identified problems and alternative solutions…………………………………...Pg 7
7. Conclusions and findings………………………………………………………… Pg 8
8. Recommendations and views…………………………………………………….Pg 9
INTRODUCTION
1. The mobile phone market in India is worth 130 million handsets annually. While the big players like Nokia, Samsung, Motorola and SonyEricsson make up for 70% share, the market has of late seen a slew of domestic firms such as Micromax, Karbonn and Entex making large inroads and new established brands like I ball and LG entering the field.
2. Micromax, started operations in 1991 as an embedded software design firm, but was incorporated as accompany in 1998, when it branched out as a distributor of computer peripherals such as printers, monitors, scanners from manufacturers such as LG, Sony Inc., Dell Corp.
3. Today, 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. With a futuristic vision and an exhaustive R&D at its helm, Micromax has successfully generated innovative technologies that have revolutionized the telecom consumer space.
4. Micromax is on a mission to successfully overcome the technological barriers and constantly engender life enhancing solutions´.
KEY FEATURES, PRODUCT PRICING AND SITUATION ANALYSIS
5. Key Features
(a) Android v4.0.4 (Ice Cream Sandwich) OS (b) 5-inch LCD Capacitive Touchscreen
(c) Dual SIM (GSM + GSM)
(d) Wi-Fi Enabled (e) 0.3 MP Secondary Camera
(f) 8 MP Primary Camera
(g) 1 GHz Dual Core Processor (h) Expandable
1. Introduction…………………………………………………………………………Pg 1
2. Key features and product pricing & situation analysis…………………………Pg 2
3. Environmental analysis consumer behavior in Indian market………………...Pg 3
4. Porter`s 5 force model……………………………………………………………. Pg 4
5. Integrated Marketing Communication tools……………………………………Pg 5-6
6. Identified problems and alternative solutions…………………………………...Pg 7
7. Conclusions and findings………………………………………………………… Pg 8
8. Recommendations and views…………………………………………………….Pg 9
INTRODUCTION
1. The mobile phone market in India is worth 130 million handsets annually. While the big players like Nokia, Samsung, Motorola and SonyEricsson make up for 70% share, the market has of late seen a slew of domestic firms such as Micromax, Karbonn and Entex making large inroads and new established brands like I ball and LG entering the field.
2. Micromax, started operations in 1991 as an embedded software design firm, but was incorporated as accompany in 1998, when it branched out as a distributor of computer peripherals such as printers, monitors, scanners from manufacturers such as LG, Sony Inc., Dell Corp.
3. Today, 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. With a futuristic vision and an exhaustive R&D at its helm, Micromax has successfully generated innovative technologies that have revolutionized the telecom consumer space.
4. Micromax is on a mission to successfully overcome the technological barriers and constantly engender life enhancing solutions´.
KEY FEATURES, PRODUCT PRICING AND SITUATION ANALYSIS
5. Key Features
(a) Android v4.0.4 (Ice Cream Sandwich) OS (b) 5-inch LCD Capacitive Touchscreen
(c) Dual SIM (GSM + GSM)
(d) Wi-Fi Enabled (e) 0.3 MP Secondary Camera
(f) 8 MP Primary Camera
(g) 1 GHz Dual Core Processor (h) Expandable