1. MICROMAX
BACKGROUND:
Micromax is an Indian consumer Electronics Company headquartered in Gurgaon, Haryana, India. It
is in the business of manufacturing of Mobile Telephones, Tablet Computers, 3G Data cards and
LED Televisions.
Micromax started as an IT software company in 2000 and worked on embedded platforms. It entered
the mobile handset business, and became one of the largest Indian domestic mobile handsets
company operating in low cost feature phone segments by 2010.
Micromax was incorporated as Micromax Informatics Ltd. on 29 March 2000.They started
manufacturing mobile phones in 2008 with a focus on low pricing, in order to compete with
international brands.
Micromax has presence in more than 560 districts through 125,000 retail outlets in India. The
company has sales presence spread across the SAARC markets including Bangladesh, Sri Lanka and
Nepal. On 24 January 2014, Micromax became the first Indian mobile company to start sales in
Russia.
LEADING COMPETITORS AND ESTIMATED MARKET SHARE ALONG WITH YOUR
PRODUCT:
Leading competitors for Micromax in India is Samsung.
Other competitors are Karbonn, Lava, Nokia, LG, Motorola, Sony, Apple etc..,
According to International Data Corporation (IDC) August 2014 report
 Samsung is the major Lead competitor to Micromax in India, which is having market share of
29%.
 According to report Micromax is the second largest in India which is holding 18% market
share.
 Karbonn is holding 8%, Lava is holding 6% and others are holding 39% market share.
M.V.SAIMAHESH
13BSP1569
SEC-C
PRODUCT
MANAGEMENT –CE5

2. MOST IMPORTANT CUSTOMERS FOR MICROMAX:
 People whose income is low.
 People who are tech oriented.
 People who wants more features in low end price.
 People who are looking for value to the product.
SEGMENTATION INTERMS OF DEMOGRAPHIC OF THE CUSTOMERS:
 Company is main targeting the low income customers.
 Company is main targeting and segmenting the product to the age group of 15-30.
 Micromax is mainly segmenting their product with respect to Income group, Age group, and
Gender group.
TECHNOLOGY INVOLVES:
 High end camera revolution for low price.
 Advanced processor.
 More battery backup life.
 High end RAM for better performance.
 Latest OS (Operating System) versions. And many more…
WHAT SHOULD COMPANY PLANS FOR NEW PRODUCT:
 For new product launch, company should take care that there product is better than
competitors with respect to features, price and service.
 The new product must be better and updated than their old product.
 It has to give tough competition to their competitors with respect to new product.
 Company has to empower the customers’ requirements before designing the product.
 Company plan to release their product before their competitor launches it.