NOTHING LIKE ANYTHING

By Prashant Agrawal
 ABOUT MICROMAX

 One of the leading Indian Telecom Companies

 Micromax was founded in 1991 by Rajesh Agarwal

 Micromax in its original avatar was a distributor of computer

hardwares

 With 23 domestic offices across the country and international

offices in Hong Kong, USA, Dubai and now in Nepal

 Two main focus for SUCCESS of MICROMAX

Futuristic vision and
An exhaustive R&D with innovative technologies
 In 2008 Micromax ventured into the mobile handset
market

 The brand wanted to create a base before taking

on the large players

 GO-TO- MARKET STRATEGY--Micromax

concentrated on the rural market first

 Micromax launched its first phone in the rural

market with a very unique USP- 30 days battery
standby time

 The first product was a big success -- Micromax X1i

priced at Rs 2150 was lapped up by rural market.
SUCCESS OF X1i

 Company to go aggressively into the market

 Tapping the rural market is not an easy task.
 There is severe logistics pressure in servicing
these markets
 Establish

DISTRIBUTION NETWORK- 34 super

distributors, 450 distributors and around
55,000 retailers.
The brand could also take advantage of the
inroads made by other brands into advantage.
DISTRIBUTION STRATEGY

 Micromax managed to make dealers pay in advance by

offering them more margins.

 Micromax managed this hurdle through strategy of more

margins for advance payment.

 It is not a new strategy to offer such kind of discounts for

advance payments (cash discounts), but to make a retailer
accept such an offer is indeed a remarkable feat .
PRODUCT STRATEGY

 Micromax products were towards the lower end of

the pricing spectrum, the brand was focusing on
adding more features at a reasonable price .

 The focus was more on value than price.

 A clear differentiation was a significant factor that

aided the significant growth of micromax brand in
Indian market.
 The company in their website claims to have invested
heavily in the product development.

 The brand boast of launching many firsts in the market like

30 day battery life
Affordable QWERTY phones
Affordable Double Sim and others

Besides the focus on product development, Micromax has

invested heavily in brand building.
 The brand is one of the big spenders in the
current IPL.

 Micromax has centered much of its brand

building exercise around cricket.

 It was one of the principal sponsors of the

South Africa VS India ODI series in 2010.

 Most of the brand promotion for Macromax is

centered around products

 The ads are for individual products highlighting

the product features and USPs
BRAND'S PROMOTIONS
Campaigns
Micromax Facebook ad
Gravity,
MTV ,
EEZPad.
There was no brand building theme behind those ads.
They talked about the product and lack of creativity is
visible behind those ads.
MARKET SHARE

 Micromax is currently the third-largest GSM vendor in the

Indian market,

 A share of 8.1%, perhaps just a few marks behind

Samsung

 Samsung at the second position has 10.4% control, as per

market reports.

 Nokia with 52.7% share is the number 1 vendor

 Micromax has been selling anywhere around a million
handsets every month, for the past year, and as company
officials state, it has earned about Rs.15 billion in
revenues during the past year.

 The Indian handset market is estimated to have sold about

130 million handsets units in the last calendar year alone,
which implies, that if we were to consider just the sales
during the past 12 months, Micromax has a market share
of 9.3%, much closer (as compared to the previously
stated 8.1%) to the 10.4% share of Samsung!
COMPETITORS
 Nokia,
 Samsung,
 LG &
 Sony Ericsson
 Micromax was a challenger; today it is also being challenged by many entrants
like
 Karbonn,
 Lava,
 Maxx,
 Intex,
 Lemon,
 Videocon,
 Usha Lexus,
 Orpat, Airfone
THANK YOU