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MICROMAX
…NOTHING LIKE ANYtHING…
 Micromax is an Indian consumer electronics company located in
Gurgaon, Haryana, India.
 Micromax started as an IT softw...
Founder (S) :-
Rahul Sharma Rajesh Agarwal
Sumeet Arora Vikas Jain
CEO :- Deepak Mehrotra
 Micromax today is a fast growi...
Cntd…
 Micromax has global business presence spread across Hong Kong,
Bangladesh, Nepal, Sri-Lanka, Maldives, UAE, Kingdo...
Some of the industry firsts Innovative devices launched by Micromax since
inception
are:
 First Long Battery Life Phone w...
 First Superfone with Gesture Control
Created a new category called ‘Superfone’ with Gesture Control, powered
with 1GHz d...
Micromax has been focused in earlier stages in rural
areas with feature phones because when we consider
Indian market majo...
Breaking out to Smartphone's from Featured phones
When there are about 650 million mobile users in India, only
12 per cen...
SWOT
ANalysis
 Launching of new products in market frequently.
 Innovative & Featured products.
 Low selling price of products.
 Eff...
 Low brand Image
 Lack of quality in products
 Poor service after sales support
 Misunderstanding has an Chinese brand
 Increasing growth rate selling of Smartphone's in Indian
market.
 Entry into more international markets .
 Low-end pho...
 High competition from local & international players
Eg:- Samsung, Nokia, Karbonn
 Entries of new players
Eg:- Celkon, M...
• Low-Medium range basic phones
• Low-Medium range Smartphone’sSegment
• Low income consumers
• YouthTarget
• Replacing bi...
Channel 1:
Micromax
Company
Distributers
(1500)
Retailers
(100000)
Customers
Channel 2:
Company E-Store
Customers
www.micr...
…Competitors…
 Samsung
 Nokia
 Sony
 i-Phone
 LG
 Karbonn
 Lava
 Maxx
 Spice
 Celkon
 Lennova
 i-ball
 Dell
...
…Product Diversifications…
From basic phones they move towards smarthphone’s. Now they
are moving froward with variety of ...
…Let’s see one of Interesting
Ad…
Presented By,
Jose Sebastian
P13186
PGDM-B Batch
Micromax
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Micromax

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About the company................

Micromax

  1. 1. MICROMAX …NOTHING LIKE ANYtHING…
  2. 2.  Micromax is an Indian consumer electronics company located in Gurgaon, Haryana, India.  Micromax started as an IT software company in the year 2000 working on embedded platforms.  Micromax is the 12th largest handset manufacturer in the World (According to Global Handset Vendor Market share report from Strategy Analytics).  Micromax has become India’s 3rd largest mobile brand in a short span of 5 years.
  3. 3. Founder (S) :- Rahul Sharma Rajesh Agarwal Sumeet Arora Vikas Jain CEO :- Deepak Mehrotra  Micromax today is a fast growing and emerging leader in the mobile and consumer electronics space in India.  Entered mobile handset business in 2008 and in a short span of two years became one of the largest Indian domestic mobile handsets company by offering unique affordable innovations.
  4. 4. Cntd…  Micromax has global business presence spread across Hong Kong, Bangladesh, Nepal, Sri-Lanka, Maldives, UAE, Kingdom of Saudi Arabia, Kuwait, Qatar, Oman, Afghanistan and Brazil. Micromax has been making handsets through contract manufacturers in China, Taiwan and other countries. It has also setup its own manufacturing unit in India in the state of Himachal Pradesh. The company works with reputed chip makers including Mediatek, MStar (now merged with Meditek), and Qualcomm.
  5. 5. Some of the industry firsts Innovative devices launched by Micromax since inception are:  First Long Battery Life Phone with 30 days battery back up X1i Marathon Battery phone with 30 days standby time & 17 days Talk time  First Universal Remote Control Phone X235 With Universal Remote Control for TV, DVD, AC in your phone  First Dual SIM Dual mode active Phone (GSM+CDMA) Micromax GC700 is the first GSM + CDMA Mobile phone
  6. 6.  First Superfone with Gesture Control Created a new category called ‘Superfone’ with Gesture Control, powered with 1GHz dual core NVIDIA Tegra 2 Processor  First Women’s Line of Devices Q55 Bling phone- First women’s phone with a swivel form and Swarovski navigation keys
  7. 7. Micromax has been focused in earlier stages in rural areas with feature phones because when we consider Indian market major population lies on rural area which is an huge market by itself. But know we can see change of strategy by moving towards Smartphone's which have great response over the entire Indian market. As per records of 2013, Micromax Smartphone’s is second best selling there after Samsung, in India.
  8. 8. Breaking out to Smartphone's from Featured phones When there are about 650 million mobile users in India, only 12 per cent of them are Smartphone users. So the headroom to grow is tremendous. Focusing the youth Younger generation are so fascinated towards Smartphone's. They depend more on it, rather than PC for all their works.
  9. 9. SWOT ANalysis
  10. 10.  Launching of new products in market frequently.  Innovative & Featured products.  Low selling price of products.  Effective promotion campaigns  Most phones are Dual/Triple sim phones
  11. 11.  Low brand Image  Lack of quality in products  Poor service after sales support  Misunderstanding has an Chinese brand
  12. 12.  Increasing growth rate selling of Smartphone's in Indian market.  Entry into more international markets .  Low-end phones market has becoming very compettive.
  13. 13.  High competition from local & international players Eg:- Samsung, Nokia, Karbonn  Entries of new players Eg:- Celkon, Maxx  Low price phones from well known players
  14. 14. • Low-Medium range basic phones • Low-Medium range Smartphone’sSegment • Low income consumers • YouthTarget • Replacing bigger players like Samsung, Nokia through low-end phone marketPositioning
  15. 15. Channel 1: Micromax Company Distributers (1500) Retailers (100000) Customers Channel 2: Company E-Store Customers www.micromaxestore.com Channel 3: Company Online stores Customers Flipkart, Snapdeal, Shoppingindia
  16. 16. …Competitors…  Samsung  Nokia  Sony  i-Phone  LG  Karbonn  Lava  Maxx  Spice  Celkon  Lennova  i-ball  Dell  Blackberry  HTC G’Five  Huawei
  17. 17. …Product Diversifications… From basic phones they move towards smarthphone’s. Now they are moving froward with variety of products. Such as Funbooks (Tablets) Data Cards LED TV Home Theatres
  18. 18. …Let’s see one of Interesting Ad…
  19. 19. Presented By, Jose Sebastian P13186 PGDM-B Batch

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