Micromax is an Indian electronics company that began as an IT software firm in 2000. It is now the 12th largest handset manufacturer globally and India's 3rd largest mobile brand. Micromax utilizes various IMC tools in its marketing, including television, newspaper and online advertising, direct marketing events, and social media marketing. It segments the market into rural, professional, youth, and multimedia groups and targets low-income, young, and female consumers by positioning itself as a lower-cost alternative to Samsung and Nokia.

1. IMC TOOLS USED BY
MICROMAX
Team - 5

2. About....!!!
 Micromax is an Indian consumer electronics company
located in Gurgaon, Haryana.
 Micromax started as an IT software company in the year
2000 working on embedded platforms.

3.  Micromax is the 12th largest handset manufacturer in the World.
 Micramax has become India’s 3rd largest mobile brand in a short
span of 5 years.

4. SWOT ANALYSIS
STRENGTH
 Launching of new products in market frequently.
 Innovative & Featured products.
 Low selling price of products.
Most phones are Dual/Triple sim facilities.
WEEKNESS
 Low brand Image
 Lack of quality in products
 Misunderstanding has an Chinese brand

5.  Entry into more international markets.
 Increase penetration in urban market.
THREATS
High competition from local & international players
Eg:- Samsung, Nokia, Karbonn
 Entries of new players
Eg:- Celkon, Maxx
 Low price phones from well known players

6. IMC Tools
• Advertising – Television, newspaper, hoardings,
billboards.
•Direct marketing – Events, micromax, canvas
booth, Ad campaign
•Internet marketing – Website, Social
networking sites

7. IMC Tools
•Sales promotion – Sports & Films
•Publicity/public relation – Press releases
•Personal selling – Direct conversation with
customers, Selling personal info to third party
for them to target ads to subscribers.

9. Segmentation ;
•Rural Market
Low-Medium range basic phones
•Working Executives/ Professionals
•Texting and Chatting Freak youth
•Multimedia Users
•Youth
Low-Medium range Smartphone’s

10. Target ;
• Low income consumers
• Youth
•Fashion Savvy Women
•Professionals

11. Positioning ;
• Replacing bigger players like Samsung, Nokia
through low-end phone market