Background of Micromax and taking you all on their journey and the sales growth of the company. The brand ambassadors, the innovative products the launched and lasting with the market competition faced by Micro Max and how they came over the international brands.

1. Title of Project- Marketing Strategies of Micromax
Submitted in partial fulfillment of the requirement of
Name: Pujit Chanana
Roll No: 15 Si

2. CONTENTS
Introduction Part
• Synopsis/Summary
• Acknowledgement
• Objective of Study
Company Profile
• Overview of the industry
• Company Profile
• Change In Logo
• Innovation
• Recent Achievements
• Products
• Competitors
Introduction to the Topic-Marketing Strategy
• Explanation of marketing Strategy
• Marketing Strategy By The Company
• Benefits of It
Market Methodology
• Explanation of research
• Types of research
-Primary
- Secondary
• Graphical Representation
Findings
Questionnaire/Annexure
Bibliography

4. Acknowledgement
I am deeply grateful to my project guide Mr. BHISHAM TECKCHANDANI
who has helped me in completion of this project. He has been a
constant guiding force source of illumination for me. It entirely goes to
his credit that this project has attained its final shape. I would like to
thank for his valuable advice and guidance.
I am also thankful to all the respondents who spared their valuable time
for filling up the questionnaire and helped me out with the project
Pujit Chanana

5. Executive Summary
Micromax has entered into handset market in 2008 and within 6 years it
has become the second largest manufacture in India. In this period it has
focused mainly on rural market and has become the leader in the same.
Now they have started to expand to the international market.
This plan incorporates innovative strategies that will utilize
opportunities and address weakness as outlined in the situation analysis.
Micromax is planning to launch an IPO of 2.15 crore shares to raise
around Rs 2270 million.

6. Title of the Project:-
Marketing Strategy OF Micromax Industries
Objective & Scope Of Study:
Every time business organization that comes into contact with
customers, they develop a perception in the mind of the customers.
Today every organization needs to know the perception in the mind of
the customers, as the market is highly competitive. In order to gain the
mind share of the customers along with the market share certain
strategies are required. Especially in the mobile sector as there are many
competitors, so to leave a positive impact on the customers, provide
them best services to them. To gain the advantage over the competitors.
Objective of The Project
• Overview of the Micromax Company
• Reputation of the company in market
• Consumer Perception towards the brand
• Competitors in the market
Hypothesis:
Marketing strategies help develop winning product and gain competitive
advantage
In Mobile sector Marketing Strategies play a very important role to
gain the consumers and their confidence.
Market Methodology
1. Primary Source
2. Secondary Source
• Primary Source
It would be in the form of questionnaire survey which will
reveal the consumer perception about the company and the
products.
• Secondary Source
It would be collected from Case Studies, Newspaper and
Search Engines (Google,Yahoo).

7. Company Profile

8. Journey of a homegrown brand
Micromax started as an IT software company in the year 2000 working
on embedded platforms. By 2008, it entered mobile handset business
and by 2010 became the largest Indian domestic mobile handsets
company. This transformation was steered by four friends who divided
responsibilities on functional lines, which haven’t changed since: Rajesh
Agarwal, 47, Managing Director, Rahul Sharma, 37, Executive Director,
Vikas Jain, 37, Business Director.
Through its emphasis on adapting to the changing market dynamics,
introducing feature-rich phones and smartphones that are innovative
and unique, Micromax has today become a brand to reckon with.
Today, Micromax has presence across India and global presence in
Bangladesh, Nepal, Sri-Lanka.
Corporate Profile
Micromax Mobiles is one of the leading mobile companies in the World
today. According to Strategy Analytics’ Global Handset vendor market
share report, it is the 12th
largest mobile brand in the World with a
global market share of 1% and close to 8% market share in India. With
in-depth understanding of rapidly changing consumer preferences
coupled with the use of advanced technologies, Micromax has been
able to differentiate itself from the competitors through innovation
and design.
It took some 6 years for this new company Indian company to enter the
domestic Smartphone market and win this area with its great-selling
devices. The company, Micromax has been occupying the second
position in the top Smartphone sellers in India since last year and is all
set to make a rocking start into the next year, 2014.
In less than a decade of existence in the Indian markets this company
was able to take the battle on with the tech biggies. Samsung, Nokia,
Apple and others with tons of experience and loads of smart gadgets
have been for a run for their market share.
These companies also introduced buyback schemes on their premium
and budget products this year. But due to its cheaper products
Micromax had no worries as far as its products were concerned.

9. The brand took on the leaders in the category with specific products
that addressed different customer needs. The company has focused
their efforts towards creating life-enhancing mobile phone solutions
and wireless technologies that cater to the increasingly evolving needs
of mobile users in India. Micromax aims to be a billion dollar company
with a significant double digit market share by 2015.

10. Change in Company Logo
Micromax unveiled its new punch logo. The new logo was selected
from list of logos submitted by the participants in creative hunt to
revamp logo contest, in association with Talent house India. The new
logo was revealed at the Micromax Asia Cup 2012, during the India vs.
Pakistan match on Sunday, March 18, 2012.
The contest targeted the design community across the virtual world
and students from over 150 colleges and design schools. The contest
ran for a span of 2 months registered over 2500 entries by more than
1500 participants from across the globe. Out of the entries received,
Eric Atkins of USA was announced as the winner of the contest.
The winner of the online contest was rewarded with a MacBook Pro
and recognition on the Company’s website. The entire Micromax
branding was revamped
Old Logo New Logo

11. The Core Team
Rajesh Agarwal(Co-Founder & Managing Director)
Rajesh Agarwal, Co Founder, Micromax Informatics is a key force behind one of
the largest mobile brand in India in terms of volumes. With an enriching
experience of 22 years, Rajesh has orchestrated strategic accomplishments that,
together with ground-up development, allowed Micromax to assemble a portfolio
amongst the top-tier handset manufacturers that serve consumers across the
Globe.
Inspired by Warren Buffett, Rajesh an electrical engineer encompasses
from him the rich virtues of will strength, determination and risk-taking
ability and applies them across all diversification and growth to emerge
as a victor. An ardent outdoor sports lover, Rajesh shows keen interest
in volley ball, cricket and table tennis. He is fond of travelling to new
places and exploring different cultures. In his leisure he reads about
successful leaders and draws inspiration through their ideologies.

12. Rahul Sharma(Co-Founder & Executive Director)
Mr. Rahul Sharma, Co Founder, Micromax Informatics Limited, is the
driving force behind Micromax’s commendable position in the Indian
mobile handset market. Leading the Product and Sales strategies in
Micromax, Rahul encompasses an enriching work experience of 13
years. The phenomenal growth of Micromax can be attributed to the
dynamic leadership of Mr. Sharma. An unparalleled increase in revenue
inflow further substantiates the Midas touch that Rahul has brought to
the company and an equally impressive growth of the company
highlights the consistency of his leadership
For the successful person he is today, Rahul considers his father to be
his true inspiration in life, his real hero. It was his father who instilled in
Rahul a strong work ethic, honesty, sincerity and humility. Besides
being an entrepreneur, Rahul is a sports enthusiast with a passion for
fast cars and Formula 1 racing.

13. Vikas Jain (Co-Founder & Business Director)
Vikas Jain is the Co-Founder Micromax Informatics Limited. With over
14 years of experience in international business & planning and the
information technology sector, Vikas has played a crucial role in
garnering and accelerating the business dynamics of Micromax. With
his unique set of expertise in the 3G business dynamics, coupled with a
great sense of innovative world successfully contributed in taking the
company to newer markets and helping in global expansion.
Vikas upholds diligence and perceptiveness in all his endeavors and
understands the fact that Micromax being a homegrown market has an
edge over the rest when it comes to its international counterparts in
terms of the understanding of the Indian consumer.
Prior to his entrepreneurial journey, Vikas was associated with
renowned companies like TELCO, GE and Daewoo. An aggressive
winning trait coupled with undying efforts of a like assumes to be the
thrust behind Micromax’s step to a successful pedestal.

14. Brand Ambassadors
(Hugh Jackman)
Hollywood superstar Hugh Jackman has been chosen over a Bollywood
star as the brand ambassador of Indian mobile handset brand
Micromax. He says he is a "huge lover" of India.
Jackman is known for films like "Les Miserable’s", "The Wolverine" and
"Prisoners".
His association with Micromax will start with its new Smartphone
Canvas Turbo, which will be launched in India soon.
(Akshay Kumar)
Interestingly, while the Hugh Jackman is being signed, we’re seeing
parallel ads by Akshay Kumar promoting the recently launched Bolt A67
and Bolt.
These ads are running in conjunction with his movie Boss, so that these
devices are rightly targeted at that kind of audience. But, this is not the
first time,Micromax has roped Akshay Kumar for its ads. Back in 2010,
Micromax launched a campaign with

15. Akshay Kumar to showcase not just its products, but its mantra of
‘Nothing like Anything’. The setting of the ad showed how various
Devices from the company can be helpful in any kind of situation.
(Kalki Koechlin)
The new TVC of Micromax Mobiles’ M2 music handset featuring
Koechlin shows her using her phone to get together with her boyfriend
in a movie theatre. The ad’s catch line is "Micromax M2: looks like a
music player, works like a phone." Prior to this, Koechlin has also
featured in the Coke ad with Imran Khan.
Mircromax Mobiles already has Akshay Kumar and Twinkle Khanna as
its brand ambassadors
(Twinkle Khanna)
Twinkle Khanna, who had taken a sabbatical from the tinsel town, was
back. This time round, she was seen in a commercial for Micromax Bling
Mobile. It is the same brand of cell phones endorsed by Twinkle's
hubby dearest Akshay Kumar.

16. Innovations
– First Long Battery Life Phone with 30 days battery
backup
o X1i Marathon Battery phone with 30 days standby time & 17 days
Talk time
– First Dual SIM Dual mode active Phone (GSM+CDMA)
o Micromax GC700 is the first GSM + CDMA Mobile phone

17. – First Gaming Device
o G4 Gamolution phone with motion sensor gaming like Wi-fi
– First Women’s Line of Devices
o Q55 Bling phone- First women’s phone
– First Universal Remote Control Phone
o X235 With Universal Remote Control for TV, DVD, AC in your phone

18. – First phone with built-in blue tooth
o Micromax X450 Van Gogh – A stylish phone that integrates a
detachable Bluetooth headset in its sleek design
– First Superphone with Gesture Control
o Created a new category called ‘Superfone’ with Gesture Control,
powered with 1GHz dual core NVIDIA Tegra 2 Processor

19. Recent Achievements
The success of any Smartphone maker is a direct proportional to the
number of brands it has created for its products. Micromax is planning
to launch an IPO of 2.15 crore shares to raise around Rs 2270 million.
Micromax, according to IDC, has a 4.1 percent market share in India
and is now valued at over $1 billion. M Financial, Citigroup, Edelweiss
and Nomura are the book running lead managers to the issue.
For the year ended March 2013, Micromax had sales of 2,400 crore on
selling over 85 lakh handsets, with a net profit of 200 crore, as against
revenue and profit of 350 crore and 35 crore respectively for the
previous year.

20. Products
Mobile Data Cards
Tablet LED TV

21. Competitors
Micromax mobile manufacturer is putting up some tough competition
for big brands like Samsung, Nokia and Sony as the latest numbers from
the International Data Corporation (IDC) show.
The Q2 numbers for 2013 are out and what is noticeable is that
Samsung, which in Q1 of 2013 had a market share of 32 percent, is
facing some serious competition from home grown vendors such as
Micromax. Samsung is still number one in the Indian smartphone
market but its share has fallen to 26 percent.
Samsung is the biggest challenger to Micromax with nearly 22 percent
market share. (the company had 19 percent market share in Q1)
Micromax also shipped 2 million devices this quarter and its Canvas
range has done well to boost the company’s volume share.

22. Samsung
Samsung was formed in 1938 by Lee Byung-chull as a trading company
based in Su-dong. The small company started as a grocery, trading
goods produced in and around the city as well as its own noodles. The
company grew and soon expanded to Seoul in 1947 but left once
the Korean War broke out. After the war, Lee expanded in to textiles
and built the largest woolen mill in Korea.
The successful diversification became a growth strategy for Samsung,
which rapidly expanded in to the insurance, securities, and retail
business
LAVA
LAVA International Ltd is one of the fastest growing mobile handset
companies in India. Established in 2009, Lava has emerged as a
dominant player in the market; having consolidated its position
amongst the top 3 Indian brands in slightly more than 3 years of its
market presence. With "Create Possibilities" as its guiding principle,
LAVA has embarked on an ambitious journey of empowering every
human with quality innovative products.
LAVA has a wide product portfolio that encompasses tablets, feature
phones and smart phones having various models in bar and touch form
factor at multiple price points to suit all categories of consumers.
LAVA's basket of brands includes ETAB series of tablets, IRIS series of
Android based smartphones, Discover series of Internet experience
touch phones, Spark series of premium bar phones and ARC & KKT
series of feature rich budget phones.

23. Nokia
A wired and wireless telecommunications company, Nokia India is a
pioneer of cellular network in the country. It manufactures a wide
range of mobile devices and provides people with experiences in music,
navigation, video, television, imaging, games and business mobility
through these devices. It handles research and development, network
infrastructure businesses and company handsets. Nokia has its
manufacturing unit in Chennai.
Nokia Chennai is one of Nokia’s biggest facilities, it’s also big on
sustainability. In 2010 it received the Golden Peacock Award for its high
standards of environment management. And it’s highly active in the
community with projects ranging from a local library programmer to
village regeneration projects.

24. Introduction to the Topic
Marketing Strategy of Micromax

25. What is Marketing?
The activities of a company associated with buying and selling a product
or service. It includes advertising, selling and delivering products to
people. People who work in marketing departments of companies try
to get the attention of target audiences by using slogans, packaging
design, celebrity endorsements and general media exposure. The 4 'Ps'
of marketing are product, place, price and promotion.
What is Marketing Strategy?
There are many marketing strategies. The great thing about this is that
there is no one way to achieve success. An organization's strategy that
combines all of its marketing goals into one comprehensive plan. A
good marketing strategy should be drawn from market research and
focus on the right product mix in order to achieve the maximum profit
potential and sustain the business.
A strategy is a long-term plan to achieve certain objectives. A marketing
strategy is therefore a marketing plan designed to achieve marketing
objectives. For example, marketing objective may relate to becoming
the market leader by delighting customers. The strategic plan therefore
is the detailed planning involving marketing research, and then
developing a marketing mix to delight customers. Every organization
needs to have clear marketing objectives, and the major route to
achieving organizational goals will depend on strategy. It is important,
therefore, to be clear about the difference between strategy and
tactics.
These terms originate from military use (military strategy before and
during a military campaign is the general policy overview of how to
defeat the enemy). Developing a strategy involves establishing clear
aims and objectives around which the framework for a policy is created.
Having established its strate gy, an organization can then work out its
day-to-day tools and tactics to meet the objectives. Marketing can thus
be seen as the process of developing and implementing a strategy to
plan and coordinate ways of identifying, anticipating and satisfying
consumer demands, in such a way as to make profits. It is this strategic
planning process that lies at the heart of marketing.

26. A formal approach to this customer-focused marketing is known
as SIVA]
(Solution, Information, Value, Access). This system is basically
the four Ps renamed and reworded to provide a customer focus. The
SIVA Model provides a demand/customer-centric alternative to the
well-known 4Ps supply side model (product, price, placement,
promotion) of marketing management.
Marketing Mix
The Marketing mix is a set of four decisions which need to be taken
before launching any new product. These variables are also known as
the 4 P’s of marketing. These four variables help the firm in making
strategic decisions necessary for the smooth running of any
product/organization.
4P’s of Marketing
Product → Solution
Promotion → Information
Price → Value
Place (Distribution) → Access

27. 1. Product
The first thing you need, if you want to start a business, is a product.
Therefore Product is also the first variable in the marketing mix.
Product decisions are the first decisions you need to take before
making any marketing plan. A product can be divided into three parts.
The core product, the augmented product and the tertiary product.
A product can be either a tangible good or an intangible service that
fulfills a need or want of consumers. Whether you sell custom pallets
and wood products or provide luxury accommodations, it’s imperative
that you have a clear grasp of exactly what your product is and what
makes it unique before you can successfully market it.
2. Price
Pricing of a product depends on a lot of different variables and hence it
is constantly updated. Major consideration in pricing is the costing of
the product, the advertising and marketing expenses, any price
fluctuations in the market, distribution costs etc. Many of these factors
can change separately. Thus the pricing has to be such that it can bear
the brunt of changes for a certain period of time. However, if all these
variables change, then the pricing of a product has to be increased and
decreased accordingly. Along with the above factors, there are also
other things which have to be taken in consideration when deciding on
a pricing strategy.
Competition can be the best example. Similarly, pricing also affects
the targeting and positioning of a product. Pricing is used for sales
promotions in the form of trade discounts. Thus based on these
factors there are several pricing strategies, one of which is
implemented for the marketing mix.

28. 3. Place
Place refers to the distribution channel of a product. If a product is a
consumer product, it needs to be available as far and wide as possible.
On the other hand, if the product is a Premium consumer product, it will
be available only in select stores. Similarly, if the product is a business
product, you need a team who interacts with businesses and makes the
product available to them. Thus the place where the product is
distributed depends on the product and pricing decisions, as well as any
STP decisions taken by a firm.
Distribution has a huge affect on the profitability of a product. Consider
a FMCG company which has national distribution for its product. An
increase in petrol rates by 10 Rs will in fact bring about drastic changes
in the profitability of the company. Thus supply chain and logistics
decisions are considered as very important costing decisions of the
firm. The firm needs to have a full proof logistics and supply chain plan
for its distribution.
4. Promotion
Promotions decides the segmentation targeting and positioning of the
product. The right kind of promotions affects all the other three
variables – The product, price and place. If the promotions are
effective, you might have to increase distribution points, you might get
to increase the price because of the rising brand equity of the product,
and the profitability might support you in launching even more
products. However, the budget required for extensive promotions is
also high. Promotions are considered as marketing expenses and the
same needs to be taken in consideration while deciding the costing of
the product.
Promotion looks at the many ways marketing agencies disseminate
relevant product information to consumers and differentiate a
particular product or service. Promotion includes elements like:
advertising, public relations, social media marketing, email marketing,
search engine marketing, video marketing and more. Each touch point
must be supported by a well positioned brand to truly maximize return
on investment.

29. Strategic Discipline
Marketing is now accepted as a strategic discipline or general
management function and in this respect must care for the health of a
business in the future - especially against competitive influences. This is
because it is increasingly realized that although making a profit is
important, an organization should also develop its market share and
search for brand leadership as well. So the marketer must monitor the
profitability of the business and attempt to anticipate the likely trends.
Successful marketers must therefore be concerned with every aspect of
their business, including future project and other areas of their
industry. Successful companies plan five or ten years and more in
advance and often know as much about their competition as they know
about themselves. Marketing is not just a series of business-related
functions, but more wide-reaching than this. It is a business philosophy
designed to develop an attitude of mind which should be shared by
everyone in an organization and is often enhanced by both frequent
and open communication. Developing such an attitude of mind reduces
the likelihood of crisis and contributes to the development of the
overall future of an enterprise at both strategic and tactical levels.
At the heart of marketing lies the degree to which an organization
becomes marketing-orientated. The more committed a company is to
its marketing activities, the more able it will be to pursue its corporate
objectives and develop and retain customers. Every business in
existence relies upon its customers for survival, and those who best
meet customer needs will always survive a period of change.
The marketing function is therefore an essential ingredient of corporate
strategy, and this marketing focus should be communicated through
marketing planning into all aspects of business activity.

30. Principles of Marketing Strategy
1. Clarify Business Objectives
2. Use Innovation Teams to Identify
3. Decouple Strategy and Innovation
4. Build Open Assets in the Marketplace

31. 1. Clarify Business Objectives
There’s so much going on in the marketing arena today, everybody is
struggling to keep up. At the same time, every marketing professional
feels pressure to be “progressive” and actively integrate emerging
media into their marketing program. However, the mark of a good
marketing strategy is not how many gadgets and neologisms are
crammed into it, but how effectively it achieves worthy goals.
Therefore, how you define your intent will have a profound impact on
whether you succeed or fail. Unfortunately, there is a tendency for
marketers to try to create a “one size fits all” approach for a portfolio of
brands or, alternatively, to want to create complicated models to
formulate marketing objectives
Some brands are not widely known, others are have trouble converting
awareness to sales and still others need to encourage consumer
advocacy.

32. 2. Use Innovation Teams to Identify Emerging
Opportunities
Marketing executives are busy people. They need to actively monitor
the marketplace, identify business opportunities, collaborate with
product people and run promotional campaigns. It is unreasonable to
expect them to keep up with the vast array of emerging technology and
tactics, especially since most of it won’t pan out anyway.
Therefore, it is essential to have a team dedicated to identifying
emerging opportunities, meeting with start-ups and running test-and-
learn programs to evaluate their true potential. Of course, most of
these will fail, but the few winners will more than make up for the
losers.
Once an emerging opportunity has performed successfully in a pilot
program, it can then be scaled up and become integrated into the
normal strategic process as a viable tactic to achieve an awareness,
sales or advocacy objective.

33. 3. Decouple Strategy and Innovation
Unfortunately, in many organizations, strategy and innovation are often
grouped together because they are both perceived as things that
“smart people” do. Consequently, when firms approach innovation,
they tend to put their best people on it, those who have shown a knack
for getting results.
That’s why, all too often, innovation teams are populated by senior
executives. Because innovation is considered crucial to the future of
the enterprise (and also due to the institutional clout of the senior
executives) they also tend to have ample resources at their disposal.
They are set up to succeed. Failure, all too often, isn’t an option.
However, strategy is fundamentally different from innovation. As
noted above, a good strategy is one that achieves specific objectives.
The truth is that innovation is a messy business. So failure must be an
option, which is why technologically focused venture capital firms
expect the vast majority of their investments to fail

34. 4. Build Open Assets in the Marketplace
The primary focus of marketing promotion used to be to create
compelling advertising campaigns that would get the consumer’s
attention and drive awareness. Once potential customers were aware
of the product, direct sales and retail promotions could then close the
deal.
Today, effective promotional campaigns are less likely to lead to a sale
and more likely to result in an Internet search, where consumers’
behavior can be tracked and then retargeted by competitors. Simply
building awareness and walking away is more likely to enrich your
competition than yourself.

35. Marketing Strategies By Micromax
1. Newer, cheaper and better products
The Company’s first bet was on feature loaded feature phones. The aim
was Nokia phones that were the best selling phones in India during
2008-2011.This was the time when Samsung was introducing
Smartphone’s that were priced at premium price points.
One of the earliest phones Micromax introduced was X1i that
promised 30 days battery backup. After this it introduced the first dual-
sim dual-standby phone, the X600 Gravity. Then there was a phone for
gamers, a phone with built-in Bluetooth and the journey took to new
heights by the year 2012.
Within years the company became the largest Indian domestic mobile
handsets company. On March 31, 2010, the company registered a
market share of 6.24 per cent for the quarter, this was 0.59 per cent in
September 2008. This was 19.7 percent (smartphones) in 2013
2. Leave no segment
In a market where there were almost no gadgets aimed at ladies, the
company took the courage to introduce a phone aimed at ladies only.
The company launched Q55 and A55 in its Bling series specially for
women, without the fear of being branded as sexiest. In which Twinkle
Khanna appeared. These two Smartphone’s were studded with
Swarovski crystals and enjoyed very good response in the market

36. 3. Competitive
The company knew very well that it will be difficult for it to make a
mark in the urban market. It aimed at the rural and semi-urban areas.
“Our approach was to first attack the rural markets, and then come to
the towns” said Rahul Sharma in an interview to Business Standard.
The strategy was a success. When Samsung was releasing products
at Rs. 10000, Micromax was ready with a Rs.2000/ Rs. 3000 product.
After Nokia silently made way out of the Smartphone battle Micromax
geared with a focus on the urban markets.
4. Brand building
Brand building was one of the major tasks it had in hand. It went with
Akshay Kumar, the popular ‘khiladi’ of the Bollywood who has a huge
fan following in the rural and sub-urban areas. It promoted its image as
an innovator and pioneer in bringing amazing ‘nothing-like--anything’
phones to Indian market.
In 2012 it went for an International look. It started with TVCs that
featured out-of-India landscapes and users. By the end of the year it
signed Hugh Jackman as its brand Ambassador for Canvas phones. The
first phone launched with the Wolverine star was the Canvas Turbo.
5. Low-cost premium products
It was selling feature phones and was a known brand in Smartphone
segment also. It was time for the company to take its bigger challenge.
In year 2011 it shook up its Chinese partners for better phones that it
can call its flagships. It named them Canvas, and introduces more than
a dozen of new entries into the year throughout 2013.

37. 6. Grabbing the Market
The Company needed to find a suitable peg to shake the Indian urban
market while also gaining on sales figures. With Samsung as the only
company selling 5-inch Galaxy S3 (4.8-inch) and a bigger Note (5.3-inch)
in India at premium prices, Micromax zeroed-in on the 5-inch segment.
The target it laid for itself was making a 5-inch device affordable to
everyone who wants one.
After the success of Canvas A110 in 2012, in January 2013 it launched
Canvas HD, followed by a series of Canvas phones in the price range
of Rs. 6500 to Rs. 20000. While Canvas HD got a 720 x 1280 pixels
display resolution to the market, the Canvas Viva was an affordable 5-
incher.
7. Product Transformation
In mid of 2013 it progressed a bit with software. Its phone usually ran
stock Android. But with the Canvas 4 A240, it not only went for a metal
mid-body but also slight change in the software to bring premium
features to the phone. No doubt it went premium in the Canvas range.
With the Canvas Turbo it continued to cater to this premium segment.
8. Customization
The Company have realized that in the next year there will be cheaper
phones that will move from 4-core processors to 8-core powerhouses.
It is the first domestic company that was rumored to launch an octa-
core phone in the market next year.

38. 9. New products
Nokia is back in smartphone market with low cost Lumia, attractive
buyback schemes and Asha phones. It is the only phone in Indian
market with the Windows OS (leaving Samsung Omnia performing good
in sales) Microsoft and Nokia has already entered into a partnership
and Nokia will go aggressive on 5-inch segment in 2014.
Keeping this in view Micromax has already revealed that it will bring a
Windows OS phone this year and a 4G capable phone in 2014 for the
Indian market.

39. Benefits of Marketing Strategies
Saves time and money
Time and money are important primary factors of success in the
business industry. As you will see below, a marketing strategy helps
owners to define a brand so that they don’t spend loads of productivity
time marketing a product to the wrong people. A marketing plan
provides a blue print for business owners to follow with hopes to bring
in more money than they put out.
Provides a plan
Marketing plan acts as a guide as the business progresses, so owners
can see where their time and money is going. It provides a look into the
future goals of the company, and gives step-by-step directions on how
to achieve those goals.
Defines the brand
This is a very important element of the marketing plan because without
it, a business wouldn’t last long. They would be exhausted. Defining a
brand means knowing what you are selling, and to whom you’re selling
it to. In other words, you must also define your audience. Without
knowing who to market to, business owners can lose valuable time.
Marketing strategies help with issues such as these, and plans out these
things.

40. Market Methodology

41. Need For Study
The basic idea of taking up this study is to analyze the market share of
Micromax Products in New Delhi. At the same time, an attempt was
made to understand the Brand image of micromax in New Delhi.
Primary Objective
The primary objective of the study is to analyze the market share and
understand the Brand image of Micromax Mobile
Secondary Objective
• To find out the market share
• To Know the brand image
• To find out which is the largest selling mobile
Research Methodology
The essential part of any report in research methodology. The field
study was conducted to analyze the market share and understand the
brand image of Micromax.
Sample Size
• The sample size was 30 respondents taken
Field Work & Data Collection
In the data collected phase, I tried to cover maximum area and the
consumer of Model Town & Pitampura(New Delhi)
Collection of Data
Data used in this report is mainly primary data, which are collected first
hand by survey in the field. In some areas secondary data may also be
taken into consideration.

42. Collection of Primary Data
It would be in the form of questionnaire survey which will reveal the
consumer perception about the company and the products.
Collection of Secondary Data
It would be collected from Case Studies, Newspaper and Search Engines
(Google,Yahoo).

43. Data Interpretation & Analysis
1. Gender?
Interpretation
From the above table it can be observed that 60% males and 40%
females have been taken in the survey
60%
40%
Male Female

44. 2. Age?
Interpretation
From the above table it can be observed that the age respondent which
is Less than 18(7%), 18-22(36%), 22-26(30%), 26-30(17%), More than
30(10%)
7%
36%
30%
17%
10%
Less Than 18 18-22 22-26 26-30 More Than 30

45. 3.Occupation?
Interpretation
From the above table, it can be observed that the occupation of the
respondent are college students (46%), Businessman (17%), Service
(20%), others (17%)
46%
17%
20%
17%
College Student Busines Man Service Others

46. 4.Do you have any of the following products
manufactured by Micromax?
Interpretation
From the above table it can be observed that the respondents use
Micromax-Mobile (57%), Tablet(33%), TV(3%), Data Card(7%)
57%
33%
3%
7%
Mobile Tablet TV Data Card

47. 5. Which mobile phone you are using?
Interpretation
From the above table it can be observed that the respondents use
Micromax mobile more than other consumer. Nokia(10%),
Samsung(23%), Micromax(57%), iPhone(7%), Blackberry(3%).
10%
23%
57%
7%
3%
Nokia Samsung Micromax iPhone Blackberry

48. 6. How long do you use your mobile phone?
Interpretation
From the above table it can be observed that the respondents are
using mobile phone. Less than one year (70%), 1-2years (20%), 2-
4years (7%), above 4 years (3%)
70%
20%
7%
3%
Less Than 1 Year 1-2 Year 2-4 Year Above 4 Year

49. 7. What is the image of Micromax in your mind?
Interpretation
From the table it can be observed that the respondent consider
Micromax as a Economical (80%), Durable(7%), Safe Product(13%)
80%
7%
13%
Economical Durable Safe Product

50. 8. Where do you often see Micromax advertisement?
Interpretation
From the above table, it can observed Micromax TV advertisements
affects the respondents more. TV(60%), Newspaper(15%), Online(20%),
Radio(5%)
60%
15%
20%
5%
TV Newspaper Online Radio

51. 9. Do you think Micromax can be market leader?
Interpretation
From the above table it can be observed that 87% respondent believe
that Micromax can be a market leader but 13 % think it cannot be a
market leader.
87%
13%
Yes No

52. 10. Are you satisfied with Micromax?
Interpretation
From the above table it cTan be observed that the respondent are
satisfied with the Micromax products. 77% are satisfied and 23 % are
not satisfied.
77%
23%
Yes No

53. SWOT ANALYSIS OF MICROMAX
Strengths
Micromax is No.1 in terms of market share in terms of mobiles, it
captured Samsung market share by superior innovation in Smart
Phones’
Micromax is financially strong and stable company. The production
process and process of inventory management are consistent with
industrial standards.
The brand value increased by 80% in last three years
The Company enjoys wide range of product portfolio which includes
Mobiles, Tablets, Television, Data Card and other accessories.
Micromax holds significant market share in most of the product
categories.
Micromax is best in terms of technology. It was first to introduce dual-
sim mobile phone, first motion sensor phone, first universal remote
phone.
Micromax took advantage of growing economy of Asian market by
setting up manufacturing plant in India there by reducing logistics and
supply chain

54. Weakness
Micromax needs improvement in defining the vision, mission and
strategic corporate objective.Marketing management needs
improvement in all the facts of marketing
HRM also needs improvement in all the facts of human resource
management
Chinese products focus on economies of scale and dump into Indian
market for lesser cost
Online stores which sell a wide range of products are giving better
deals as they don’t incur cost in distribution channel.
Opportunity
• Micromax is reasonable equipped to take care of technological
changes
• Micromax is maintaining good international relationship with
countries and local
• Micromax has future plans for customized phones in the Indian
market.
• The population is growing so as the demand for mobile phone
demand is also growing.
• The financial position is strong and there is a scope of entering
into unrelated diversification

55. Threats
• Regulatory issues and safeguarding of property rights was main threats in
legislation
• The competitor like Nokia are focused only in one segment
• Threats from Chinese Products
• Retail chain like Bigbazar sell consumer electronics in low cost strategy
which is procured in bulks from foreign market.

56. QUSENTIONNAIRE
Study of mobile market for Micromax Informatics with special
reference to New Delhi.
NAME: ______________________
1. Gender
Male
Female
2. Your Age
Less than 18
18-22
22-26
26-30
More than 30
3. Occupation
College
Business
Service
Others

57. 4. Do you have any of the following products manufactured by
Micromax?
Mobile
Tablet
Television
Data Card
5. Which mobile phone you are using?
Nokia
Samsung
Micromax
iPhone
Blackberry
6. How long do you use your mobile phone?
Less than 1 year
1-2 Year
2-4 Year
More than 4 Year

58. 7. What is the image of Micromax in your mind?
Economical
Safe Product
Durable
8. Where do you often see Micromax advertisement?
TV
Newspaper
Online
Radio
9. Do you think Micromax can be market leader?
Yes
NO
10. Are you satisfied with Micromax?
Yes
No

59. Bibliography
1. www.wikipedia.com
2. www.micromax.com
3. www.studymode.com
4. www.forbes.com
5. www.google.com
6. www.yahoo.com

60. Bibliography

61. Annexure