Micromax is an Indian mobile company that has become a market leader in India, holding a 16.69% share. It produces low-cost smartphones with innovative features like long battery life, universal remotes, dual SIM cards, and gesture controls. Micromax appeals to first-time users and aims to overcome perceptions of cheap phones by consistently producing affordable devices. Their strengths include low-cost smartphones, innovations, market leadership, and a wide range of phones. However, they face threats from bigger brands and local competition.

1. By
Lakshmi Jyothi
K.Shanti Priya
Meryl Vincent
Ronaq Garwa
Sushma.Y
Manohitha K.S

2. Out-Towner to Ring-Leader !

3.  Micromax Informatics limited ------ Micromax
Mobiles !
 “ Authorized China Mobile “------ Market
leader ! ( 16.69% ).
 Large-scale adoption of advanced
technologies.

4.  Best quality at low price
 Innovation
a. 30 day battery backup
b. Universal remote control
c. Dual sim
d. Gesture control
e. Women line of device

5.  Appeal to first time users
 Getting over cheap phone tag
 Consistency in producing low priced phones

6. Strengths:
 Low cost smart phones
 Innovative features
 Market leader
 Wide range of phones
 Hugh Jackman
Weakness:
 Local brand perception
 Poor customer service
Opportunities:
 Low end mobile phone market has
become very competitive
 Usage of cheaper smart phones has
increased
 People moving from basic phones to
smart phones
Threats:
 Competition from bigger brands
 Competition from local brands

8. 1. Age 7. Logo
2. Annual Income 8. Innovation
3. Looks 9. Status
4. Brand Importance 10. Brand Acceptance
5. Price 11. Willingness to Pay
6. Smartphone Tag 12. Choice of Brand

9. Groups selected
 1. Middle Income
 2. Hostellers and students
 3. Tech savvy
 4. First time users
 5. Rural Market
 6. Senior Citizens
 7. Retailers

10. E
Q
U
I
T
Y
M
O
D
E
L

11.  The major brands competing with Micromax
are:-
 Samsung
 LG
 Xolo
 Sony

12.  Micromax 1.xlsx
 MICROMAX.xlsx
 Report link.xlsx