Type – private
industry- telecommunication and
Founded -Delhi, india [ 29th march ,2000]
Founders – Rahul Sharma,
Headquarters- gurgaon ,Haryana
Ares served- India, Russia ,Shri lanka
Products- Mobile phones,smartphones,
Tablet, Computers, LED TV etc
Key people- sanjay kapoor [Chairman]
vineet taneja [CEO]
shubhodip pal [CMO]
Revenue- US$ 2.74 billion [Q1 2015]
Slogan- ‘’NOTHING LIKE ANYTHING’’
Micromax is an Indian consumer electronic
company headquarters in
Micromax started as an IT software
company in 2000. and entered in to mobile
segment in 2008. with in 3 years it has
become one of the largest Indian
domestic mobile handsets company by
Micromax has entered into mobile
segment in 2008 and in 2011 it entered in
tablet market with the fun book series.
Micromax launched its first octa core
flagship Smartphone named as ‘’canvas
in 2014 micromax launched its android
one smarepnone known as ‘’CANVAS A1’’
Originally the company sourced its all
products from china. However since April
2014, they started manufacturing LED TVs
and TABLETS at their facility in
AKSHAY KUMAR and TWINKKAL
KHANNA were one of the first celebrities to
endorse micromax mobiles.
Huge Jackman appeared in the 2013
commercial for the canvas turbo A250.
In July 2013,CHITRAGANA SINGH posed
for CANVAS 4 SMARTPHONE in new
Micromax provides wide range of phones with
dual sim cards.
Long battery back up.
Android based phones.
penetration pricing strategy adopted for
rural and urban market.
Quality phones at affordable price.
Purchasing electronics accessories from
China at lower cost.
Assembling in India at lower labour cost.
Micromax trying to use Bollywood
celebrities and MTV to publicize their
introducing exchange scheme.
Use online marketing .
Advertising through sport sponsorship.
Most of the company start with urban
market but micromax is the company
which firstly focused on rural market and
then targeted urban market. So its very
unique strategy of micromax.
1) S [SEGMENTING]- ‘’ Dividing total market In to sub
- Low –medium range basic phones to market.
2) T [TARGETING] – ‘’choosing a sub segment to be targeted’’.
- low income consumer and villages.
3) P [POSITIONING]- ‘’ introducing or placing product to sub-
- Replacing the biggies like Samsung’ Nokia from the low
end phones market.
STRENGTH OF MICROMAX
Provide many basic functions at much lower costs;
Regional languages support;
Dual SIM/Triple SIM phones;
Celebrity brand ambassadors
WEAKNESS OF MICROMAX
brand image in urban areas- Micromax has still not been able to establish itself
well in the urban market as its main concentration had been on the rural population.
Perception of low-quality Chinese brand- Micromax has a manufacturing
unit set up in china which has strengthened this perception among people.
OPPORTUNITY OF MICROMAX
Low-end phones market has become very competitive.
Cut-throat competition has made Dual-SIM phones being available.
Can be used as simple second phones as well as cheaper smart
THREATS OF MICROMAX
Threat from low price well known
Other lower end phones brands
-COMPETITORS OF MICROMAX
In the recently concluded october-december
,2014 Micromax controlled 22% market
share in Smartphone shipments in India
beating Samsung which had 20%market
o According to current situation Indian based
company Micromax has become leader in
mobile sector to beaten south-korien
company Samsung as we have to take proud