PRESENTED BY :

NAME SEAT NO
• ABHRANT UPADHYAY 06
• BHAVESH PASRICHA 14
• MONIKA KUMARI 15
• FIRDAUS KHAN 49
• SIVA JYOTHIRMAYEI GUTHULA 53
 ABOUT THE COMPANY
• A consumer electronics company found on 29th March 2000 by Mr. Rahul Sharma and
Mr. Rajesh Agarwal.
• Established as an IT software company operating in embedded devices domain.
• Later entered the mobile handset business in 2008.
• By 2010, one of the largest domestic companies making mobile handsets in the low-cost
feature phone segment in India.
THE IDEA
• An Airtel PCO being powered by a truck battery.
• The battery needed to be charged from an adjoining village and brought back
again.
• Inspired the company to diversify into the handset business.
• A mobile battery was designed that could last for 30 days on a single charge.
• Launched X1i priced at Rs.2249/- became a hit in the rural India.
REASONS FOR SUCCESS
• Clear Strategy.
• The Right Funders.
• Sponsoring Indian Cricket Matches.
• Reach to Indian Market.
• Customer Acquisition & Retention.
• Use of Social Media.
STRATEGIES
• Right Product Strategy.
• Promotion Strategy.
• Place Strategy.
• Distribution Strategy.
REASONS FOR FAILURE
• Chinese Market Dominance.
• Management Issues.
• Conflict with Alibaba.
• Whole Market is Suffering.
RESULT
4th Quarter' 09 Market Share 4th Quarter' 10 Market Share
Others Nokie Samsung LG ZTE Apple Others Nokia Samsung LG ZTE Apple
4%
3% 4%
3%

10% 8%
27%
33%

20%
20%

37% 31%
RESULT
SmartPhone Vendor Share in India, Q2 2015
Samsung Micromax Intex Lava Lenovo Other

26%

35%

16%

6%

7%
10%
CONCLUSION
• Internal & external factors caused Micromax’s downfall & shrinkage in market
share.
• Lack of funds also played a role.
• Old mindset of Leaders.
• Changing customer behavior and demands.
• Aggressive & Diverse Competition.