PRODUCT LIFE CYCLE

&
DISTRIBUTION NETWORK OF
MICROMAX

Presented by,
Sreeraj,Cjin,Jean
CETSOM

INTRODUCTION

Since 2001, Micromax has distributed IT peripherals and

landline equipment.

Company today sells more than a million handsets a month

and is now a Rs. 1600 cr worth brand

Micromaxs strategy, has been to identify the unmet latent

needs of people and come up with a product which no one
else has and thus fits well with the consumer need.

Value for money (VFM) products for the price sensitive

rural customers

PRODUCT LIFE CYCLE

PRODUCT LIFE CYCLE

1.
2.
3.
4.

Introduction stage
Growth Stage
Maturity stage
Decline Stage

SWOT ANALYSIS
Strengths

Weaknesses

Innovative
features.

Low cost of production.

No debt burden

Effective promotion campaigns.

Opportunities

products

and

Limited market share due to

intense competition and less
global presence.

User interface for not so techsavvy consumers compared to

Apple.

Threats

Increase penetration in urban

market

Increasing
competition
from
local and international players.

Exchange offers

Replication of Micromax
business model by competitors.

MICROMAX AND HUGH JACKMAN

Micromax seems to be
ready for heavy marketing
investments.

Micromax becomes the

first Indian mobile operator
to have roped in a Hollywood
star as its brand ambassador.

Main Sponsors of IPL, India South

Africa series

MICROMAX DISTRUBUTION
NETWORK

For the B2C model, higher margins up to 15 per

cent were offered to the dealers, which was
higher than the industry average of 6 per cent to
10 per cent.

In B2B model, tie ups with major corporate

houses saved the margins of the distributors and
Micromax could provide the corporate houses a
lesser price than the market

MICROMAX DISTRUBUTION
NETWORK

For feature phones and tablets, the company has

a three-tier distribution set-up

For smartphones and LED TVs, its a two tier

model.

MICROMAX

R.K.
TRADERS

PREMIER
MERCHANT

DEALERS

RETAILERS

JALAN INFOTECH

Suggestions & Recommendations

1. Creative advertisements Tagline .
2. Micromax should give high priority to customer service and
satisfaction as your satisfied customers do the best
advertisement.
3. Follow Make in India apporach Manufacturing and Suppliers
4. Marketing strategy to attract youth.
5. position the Family Brand and develop a brand identity.