About Micromax

‡Micromax was founded in 1991 ‡1998 --Rajesh Agarwal who was originally a distributor of computer hardwares. ‡Sumit Arora, Rahul Sharma and Vikas Jain joined Micromax as co-founders. ‡The company branched out from a mere distributor to a marketer of telecommunication equipment. ‡It was in 2008 that Micromax ventured into the mobile handset market. ‡The brand wanted to create a base before taking on the large players.

The Strategy
‡Micromax followed a unique strategy of targeting and positioning to enter the Indian Market. ‡Micromax concentrated on the rural market first. ‡It was a unique strategy as the convention followed by marketers is to concentrate on the urban markets then to move to the rural markets.

‡Micromax launched its first phone in the rural market with a very unique USP- 30 days battery standby time. ‡The brand was launched from a consumer insight that most of the rural households do not get enough electricity to recharge phones on a daily basis. ‡Hence a phone with a 30 day battery standby would be a worthwhile differentiation. The first product was a big success. ‡The first product Micromax X1i priced at Rs 2150 was lapped up by rural market.

4Ps Product
‡Micromax has been effective in creating a splash with most of the products launched. ‡The range that they have covered varies quite a large variety. ‡Right from the handsets with 30 days battery backup, dual SIM, handsets switching networks (GSM -CDMA) using gravity sensors, aspirational QWERTY keypad handsets to operator branded 3G handsets to the most exciting OMH CDMA Handsets, etc. ‡Micromax in fact has the ability to catch the attention of consumers in a market where there is a new set almost every month

Micromax specialized in entry-level and mid-segment handsets priced between Rs1,800 and Rs2,400 when it started selling the devices in 2008, confining itself to small towns and rural areas in the first 12-18 months. Encouraged by its success, the firm expanded to larger cities and now has a distribution network of 55,000 retailers, which it plans to scale up to 70,000 by the end of March as part of its strategy to raise sales to 1.5 million handsets a month.

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. Micromax has invested Rs100 crore to set up a plant in Baddi in Himachal Pradesh as it feels outsourcing manufacturing completely leaves the door open for supply-side uncertainties. Production will be scaled up from an initial 50,000 per month.

Having gained traction, Micromax is also working on a strategy to create awareness in the metros, which includes tying up with MTV for co-branded phones. Micromax has also tied up some pretty big brands like Yamaha for enhancing their audio experiences and the X360 comes with an MTV branding and exclusive content and recently the sponsorship of IPL 2010 has given the product a big fillip. Micromax is an upcoming product in the mobile marketing sector. It is becoming a brand to reckon with in a very crowded market and with the recent technological innovations in the telecom sector the future seems to hold opportunities galore for the company



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