Micromax is an Indian electronics company founded in 2000 that became one of the largest Indian mobile phone manufacturers. It uses penetration pricing and sources products from China to offer affordable smartphones and basic phones. While it focuses on rural markets in India, Micromax uses celebrity endorsements and online/sports marketing to increase its brand image. It faces threats from other low-cost brands but has opportunities in India's growing low-end mobile phone market.

1.  prepared by-
 MILAN J. KIKANI (Roll no:20)
 FARUK A.KHORAJIYA (Roll no :19 )
 [SECTION : A- PIMR MBA 2nd Sem
 submitted To-
 PROF. RAJINDER KAUR

2. Founder of Micromax : Rajesh Agrawal, Sumeet Arora,
Rahul Sharma, Vikas Jain

3.  Type – private
 industry- telecommunication and
consumer electronics
 Founded -Delhi, india [ 29th march ,2000]
 Founders – Rahul Sharma,
vikas jain,
Sumeet Arora,
Rajesh agraval
 Headquarters- gurgaon ,Haryana

4.  Ares served- India, Russia ,Shri lanka
Bangladesh
 Products- Mobile phones,smartphones,
Tablet, Computers, LED TV etc
 Key people- sanjay kapoor [Chairman]
vineet taneja [CEO]
shubhodip pal [CMO]
 Revenue- US$ 2.74 billion [Q1 2015]
 Slogan- ‘’NOTHING LIKE ANYTHING’’

5. Micromax is an Indian consumer electronic
company headquarters in
gurgaon,haryana india.
Micromax started as an IT software
company in 2000. and entered in to mobile
segment in 2008. with in 3 years it has
become one of the largest Indian
domestic mobile handsets company by
2010.

6. Micromax has entered into mobile
segment in 2008 and in 2011 it entered in
tablet market with the fun book series.
Micromax launched its first octa core
flagship Smartphone named as ‘’canvas
knight A350’’.
 in 2014 micromax launched its android
one smarepnone known as ‘’CANVAS A1’’

7. Originally the company sourced its all
products from china. However since April
2014, they started manufacturing LED TVs
and TABLETS at their facility in
RUDRAPRAYAG,UTTARAKHAND.

8. AKSHAY KUMAR and TWINKKAL
KHANNA were one of the first celebrities to
endorse micromax mobiles.
Huge Jackman appeared in the 2013
commercial for the canvas turbo A250.
In July 2013,CHITRAGANA SINGH posed
for CANVAS 4 SMARTPHONE in new
delhi.

9. PRODUCT STRATEGY
PRICE STRATEGY
PROMOTION STRATEGY
PRICING STRATEGY

10.  Micromax provides wide range of phones with
different features
 dual sim cards.
 Long battery back up.
 Low cost.
Android based phones.

11. penetration pricing strategy adopted for
rural and urban market.
Quality phones at affordable price.
Purchasing electronics accessories from
China at lower cost.
Assembling in India at lower labour cost.

12. Micromax trying to use Bollywood
celebrities and MTV to publicize their
brand image.
 introducing exchange scheme.
Use online marketing .
Advertising through sport sponsorship.

13. Most of the company start with urban
market but micromax is the company
which firstly focused on rural market and
then targeted urban market. So its very
unique strategy of micromax.

14. 1) S [SEGMENTING]- ‘’ Dividing total market In to sub
segment’’.
- Low –medium range basic phones to market.
2) T [TARGETING] – ‘’choosing a sub segment to be targeted’’.
- low income consumer and villages.
3) P [POSITIONING]- ‘’ introducing or placing product to sub-
segment’’.
- Replacing the biggies like Samsung’ Nokia from the low
end phones market.

15. -Strength
-Weakness
-Opportunities
-Threats
 STRENGTH OF MICROMAX
 Provide many basic functions at much lower costs;
 Regional languages support;
 Dual SIM/Triple SIM phones;
 Celebrity brand ambassadors
-

16.  WEAKNESS OF MICROMAX
brand image in urban areas- Micromax has still not been able to establish itself
well in the urban market as its main concentration had been on the rural population.
Perception of low-quality Chinese brand- Micromax has a manufacturing
unit set up in china which has strengthened this perception among people.
 OPPORTUNITY OF MICROMAX
 Low-end phones market has become very competitive.
 Cut-throat competition has made Dual-SIM phones being available.
 Can be used as simple second phones as well as cheaper smart
phones.

17.  THREATS OF MICROMAX
Threat from low price well known
brands
Other lower end phones brands
-COMPETITORS OF MICROMAX
Nokia
Samsung
Lava
Maxx

18.  In the recently concluded october-december
,2014 Micromax controlled 22% market
share in Smartphone shipments in India
beating Samsung which had 20%market
share.
o According to current situation Indian based
company Micromax has become leader in
mobile sector to beaten south-korien
company Samsung as we have to take proud
on Micromax.