Micromax is an Indian electronics company that began as a software company in 1999. It entered the mobile handset business in 2008 and became the largest Indian mobile company by 2010. Micromax has over 1900 employees across India and internationally. While it currently dominates the rural mobile market, Micromax's strategy is to improve visibility and brand awareness in urban markets through innovative products at affordable prices and expansion into related product categories like tablets and LED TVs.

2.  Micromax is an Indian consumer electronics company .
It is a private limited company.
 12th largest mobile handset manufacturer in the World.
 Micromax started it’s journey as a software company
since 1999, located in Gurgaon, Haryana, India.
 In 2008, it entered mobile handset business.
 It has become The largest Indian domestic mobile
handsets company in 2010.

3.  Micromax is one of the leading Indian Telecom
Company.23 domestic offices across the
country and international offices in Hong
Kong, it has around 1900 employees.
Revenue US$ 626 million (2012)

4. Rahul
sharma
Sumeet
Arora
Vikash jain
Rajesh
agarwal

5. (CEO) – Deepak Mehrotra
(CMO) – Shubhodip pal
(Smart phone business head) – Ajay Sharma
(Feature phone business head) – Khaja
muzafarullah
(International business head) – Amit mathur

6. Tablets LED televisions
mobiles
Data card

7.  30 DAYS, battery backup mobile, add Micromax states,

8.  Micromax sells around 1.3 million mobiles handsets
every month, with a presence in more than 500
districts through 100,000 retail outlets in India.

9. o Launched funbook on April 3, 2012, an android 4.0
ice cream sandwich tablet with 7- inch capacitive
display.
o Micromax has launched the Canvas Tab P650
Android tablet. Making it the first tablet in
the canvas series.
o Tablet market with a share of 18.4 per cent, ahead of
veterans Samsung and Apple.

10.  Micromax come in television market with
the launch of LED TV 24-inch to 55-inch
range.
 Micromax has set up a one lakh square
feet manufacturing.
 It has production capacity of 2,000 LED
per day.
 Led TV of 24 inch from micromax market
price ₹ 15,990 and full HD smart TV 55 inch
₹ 1,29,990 .

11. 1. Low cost of production.
2. handsets up to 30 days long battery
backup in mobile handset.
3. It has provide full HD/3D display in TV
and mobile.
4. Aspirational qwerty keypad handset.
5. Operating 3G handsets in segment.

12. Micromax has still not been able to
establish itself well in the urban market.
Micromax has a manufacturing unit set
up in china which has sink the name of
micromax.
Total turnover is less than Samsung.
It has much not good brand value the
customer mind as it’s competitors have.

13. Since Micromax has not yet entered urban
market, it has a very huge opportunity to
establish itself in urban market.
 Micromax has capacity to make
production at global stage. it establishes
itself in the domestic market.
It should entered in laptop/computer
market.

14. Micromax faces a tough competition
from these players Samsung, Sony etc.
Micromax’s business model has been
replicated by many new players which
again pose a threat to Micromax.
Customer assumes it’s product as china
product.

15.  Currently Micromax is dominating the rural market.
They are basically catering to the need of the
customers of the rural area.
 It’s market strategy is to improve the visibility in the
urban markets also building brand image.
 low-cost QWERTY phones, universal remote control
and gaming phones. it is coming out with new models,
 It’s Strategy focuses on innovating, designing and
using the latest technologies to develop products at
affordable prices.

16. Marketing strategy is a process that can
allow an organization to concentrate its
limited resources on the greatest
opportunities to increase sales and achieve
a suitable competitive advantages.
 marketing strategy is to improve the
visibility in the urban markets by improving
awareness of customers for our products
and also building brand image.

17. On the product side, Micromax has a wide range of phones
with different features and thus offering variety to the
customers. Micromax has a lot of interesting and
thoughtful products. Micromax has been able to
successfully identify the needs of customers and design
products appropriately. Micromax believes that consumers
in India have unique preferences with respect to mobile
handsets such as long battery life, dual GSM capability,
low-cost QWERTY phones, universal remote control and
gaming phones. Also, the company has invested heavily in
the product development as of now to capture market
share in urban

18. It’s at the core of Micromax to serve the customers by
proving them with lower cost, value for money products.
Thus Micromax will adopt penetration pricing in the urban
market because placing our product at a lower cost will
serve our purpose and make the customer rethink before
buying other competitors product such as Nokia,
Samsung, etc which are at a high price segment. So with a
lower price we will be providing with almost same
functionality which in turn will help us in gaining a better
share in the urban market as they also want lower prices
phones with higher functionalities which has been proved
by our marketing survey.

19. The motive of our strategy is to increase our
visibility in the urban markets. So making people
aware about Micromax will incur high promotional
expenses and these will be in terms of:
I. Hoardings and banners
II. Advertising online
III. Sponsoring in the social cause events

20. Under it we will have two models:
Firstly, we have business to
consumer (B2C) model which
follows this hierarchy:

21. Secondly, we have business to business (B2B)
model in which we will have corporate selling
through corporate tie ups with major corporate and
will be providing them at a less than market price
as we will be saving on the commission to dealers
and distributors. Thus, helping us to reach our
target market of professional

22. •Providing better after sales services through
increased warranty of 2 years, thereby making
the customer think of reliability of our product.
•Exchange offers will also be a major tool for
customer retention as the customer will be
getting additional discount on the new Micromax
phone he buys by exchanging the older one.
Thus this will help create a chain of transactions
with customers.

23. 1. Focus on urban market specially youth 18-25 years
2. As smart phone is going to be the future of mobile
market, Micromax has started focusing on smart
phones as well as tablets
3. On capturing major share of urban youth market, for
next two years Micromax needs to focus on urban
market at large
4. Focus on expand to international markets and enter
into neighboring Indian countries, south African
countries etc.
5. Micromax aims to be a company with a double digit
market share by 2014,

25. on March 31, 2013, the Micromax logged in a
record Rs 3,168 crore in sales revenues for the
financial year 2012-13
Rahul sharma threw in a fresh target - Rs 2,000
crore revenues in a quarter, in FY 2013-14.

26. A combination of innovation, strategy
planning, good marketing and low pricing has
made this Indian company a household name
today. And if rumors are to be believed,
micromax now plans to pan out in the foriegn
markets