Micromax is an Indian electronics company that began as an IT software firm in 2000. It entered the mobile handset business in 2008 and quickly became one of the largest Indian mobile companies by offering affordable innovations. Micromax is now the 12th largest global handset manufacturer and India's 3rd largest mobile brand. It focuses on low-cost smartphones and feature phones and has become the second largest smartphone seller in India behind Samsung. Micromax continues to diversify its product portfolio beyond mobile phones into tablets, data cards, LED TVs, and home theaters.

1. MICROMAX
…NOTHING LIKE ANYtHING…

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. 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. 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. 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.  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. 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. 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. SWOT
ANalysis

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.  Low brand Image
 Lack of quality in products
 Poor service after sales support
 Misunderstanding has an Chinese brand

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.  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. • 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. 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. …Competitors…
 Samsung
 Nokia
 Sony
 i-Phone
 LG
 Karbonn
 Lava
 Maxx
 Spice
 Celkon
 Lennova
 i-ball
 Dell
 Blackberry
 HTC
G’Five
 Huawei

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. …Let’s see one of Interesting
Ad…

20. Presented By,
Jose Sebastian
P13186
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