Amruta Manjrekar

Roll No: 444

Milind Chavan

Roll No: 405Rohan Chavan

Roll No: 406

Hardik Mota

Roll No: 453

Harsh Negandhi

Roll No: 459

Swapna Desai

Roll No: 409

Founder of Micromax : (From Left) Rajesh Agrawal,

Sumeet Arora, Rahul Sharma, Vikas Jain

2000 : IT Software Company

2008 : “Eureka Moment” - Mobile Handsets – Xi

2010 : King of Indian Rural Market

2011 : Entered into Android “Canvas series”

2014 : manufacturing mobile phones and tablets

EVOLUTION

• USB drive,

• Fixed Wireless

Drive

• Data Cards

• Printer

• Monitor

• Scanner

• X1i

• C200

• Q5

• Bling

• X600

• X800

• Developing

Software to

Various

Industry

Software

Design

Computer

Peripherals MobilesWireless

Data Card

Footprints of Micromax

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

Hugh Jackman

Brand ambassador

Akshay Kumar

Twinkle Khanna

Kalki Koechlin

Chitrangada

Singh

logo was revealed at the Micromax Asia Cup 2012, during the

India vs. Pakistan match on Sunday, March 18, 2012

IMAGE MAKEOVER

MORE ABOUT MICROMAX…

Battle with the tech biggies

Second position amongst the top Smartphone

sellers

8% market share in India

1% market share globally

Rs. 466 crore initial public offering

Products:Mobile Phones, Smartphones, TabletComputers, 3G Data cards, LED Televisions

Mediums of Business: Retail, Local, Online

Distribution strategy - Two models

60% total volume from feature phones (fp)2nd quarter, 87 lakh units sold, 54 lakh - fp

Revenue - 40 per cent on Y-O-Y- 2,745 cr. in the2nd quarter vs 1,959 cr. corresponding last year

Country’s 2nd largest smartphone-maker plansto sell around 25% of its smartphones online inthe next 2 years, compared with 10% now

Manufacturer

Distributor

Dealer

Retailer

Customer

Micromax Revenue: US$ 2.2 billion

On verge of becoming India’s largest mobilephone firm by market share

IDC report: June quarter of 2014 (Market share)

According to IDC, India imported around 632.10lakh mobile phones in the 2nd quarter this year

Also in 2014, Micromax surpassed Samsung tobecome manufacturer shipping max no. ofphones in a single quarter in India

(CounterPoint Research’s report)Micromax's shipments share was 16.6%Samsung's shipments share was 14.4%

Fortunes now : Sanjay Kapoor & Vineet Taneja

Presence in more than 560 districts through 125,000 retail outlets

Well in South Asia & Jan’14,1st Indian mob co. to start sales in Russia

April 2014- Started mfg. mobile/tablets at Rudrapur, Uttarakhand

1st Indian smart phone player-Canvas Win W121 & Canvas Win W092

Google’s target: Android 1 phones - Micromax Canvas A1(free 8 GB MC)

Welcome to 4G: Multi-band services, giving consumer the option of

using services (2G, 3G, 4G). 4G devices launch over the next 6 months

Gender:

Age:

60%

40%

Male Female

7%

36%

30%

17%

10%Less Than 18

18-22

22-26

26-30

More Than 30

Occupation:

Products:

46%

17%

20%

17%

College Student Busines Man Service Others

57%33%

3%7%

Mobile

10%

23%

57%

7%3%Nokia

Samsung MicromaxiPhoneBlackberry

Mobile User:

Quality:

80%

7%

13%

EconomicalDurableSafe Product

Effective promotions:

Satisfaction

60%15%

20%

5%TV

Newspaper

Online

Radio

77%

23%YesNo

Well known brand in electronic market.

No.2 in terms of market share in mobile industry

Effective and well known brand in rural India

Brand Value increased by 80% in last three years

Wide range of product portfolio which includes Mobiles, Tablets,

Television, Data Card and other accessories.

Low cost productivity strategies

They took advantage of growing economy of Asian market by setting

up manufacturing plant in India there by reducing logistics and supply

chain

Effective promotion campaign

Strengths

Weak brand image in Urban areas despite of having quality mobilesand other products.

Weak National distribution channels

Less service centre's at urban and rural area as compared to bigplayers

Less Investment in R&D, quality as compare to big players like Apple,Samsung, Nokia

Less global presence as compare to big players (Only presence inBangladesh, Srilanka, Nepal and Russia)

Weakness

Samsung

HTC

Nokia

Sony

Karbonn

LG

Lennova

i-ball

Blackberry

Celkon

Micromax knows that there are many established brands in Mobile Phones’

industry like Nokia, Samsung, LG and several other local as well as Chinese

manufacturers. Some major competitors and their strategy and strengths are

identified as below:

SAMSUNG –

Samsung is the leader in the mobile phone industry in India (38% market share).

Samsung is backed with the high quality and professional team in the R&D area.

Innovative products specially smart phones and Galaxy series from Samsung

are ruling in the market. So it is expected that with the increasing demand of

mobile phones Samsung will try to retain and increase its market share.

Nokia –

Nokia has emerged as a very healthy and prominent competitor in the market. It is

dominating the Indian market from years. Recently it is facing problems to retain

its growth and sales. But the pioneer is working hard to get out of this. For the

same reason Nokia is going to use operating system of software biggie Microsoft.

So it is expected that Nokia will try to regain its lost market share

Sony –

Sony is one of the most major competitors in this industry. Slick, stylish and

innovative phones of Sony are driving crazy to its users. Sony is aggressively

entering Indian market with its amazing xPeria series.

Other domestic players –

Other players like Karbonn, Spice, Lava etc have more or less the same market

strategy.

Chinese manufacturers –

Some of the Chinese manufacturers have already entered the Indian market.

These manufacturers have priced their mobiles very low. So these manufacturers

are expected to grow as with the demand.

OpportunitiesIncrease penetration in urban market

Entry into international markets

Target Mid Income Segment Market

Corporate mobile plan in terms of Cost for Smartphone's, Tabs.

4G technology enabled mobile for future business

Tie-up with Network service provider for altogether cheaper service tocustomers

Threats

Regulatory issues and safeguarding of property rights was mainthreats in legislation

High competition from local & international playersE.g.:- Samsung, Nokia, Karbonn

Entries of new playersE.g.:- Celkon, Maxx

Replication of business model by competitors

Threats from Chinese mobile market

CSR

CANGIFTHAPPINESS by MICROMAX

o Micromax recently launched a joint Christmas campaign with CRY(Child Rights and You)

o For every tweet/re-tweet or shared Facebook posts with the hashtag (#CANGIFTHAPPINESS), Micromax decided to donate one rupee to C.R.Y.

o Looking at the immense success of the campaign, Micromax doubled the donation amount. The campaign generated 234,832 tweets, and the amount of donation was increased to Rs. 469,664

o Supported with Hugh Jackman autographed on Canvas Turbo to generate more tweets

o It witnessed a total of 29.5 million estimated impressions from 234,832 Tweets by 11,600 users; the contest generated 10 tweets per minute.

CSR CONTINUE….

E-Waste Management

o e-waste recycling initiative

o Micromax has authorized an e-waste company named

as 3R Recycler

o For collection, dismantling and disposing E-waste,

collected from all over India.

o 3R's vision is to look at e-waste not just as waste, but as

an important resource that can be made useful with their

fully automated facility for e-waste recycling.

RECOMMENDATIONS

Product

Low Profile Income Group

Medium Profile Income Group

High Profile Income Group

Special Model for women

Business Handsets

Children savvy

handsets

Continue with low cost pricing as is their USP

Plan a Pricing Strategy for HPIGPrice

Production &

Distribution

Increase Production

Plans

Increase Distribution Channels

Promotion

Social Media

Developing Websites

Facebook, Twitter, Blogs, Pinterest &

Linkdin

Digital Marketing

SEO

Google Ads & Banners

Marketing Strategy

Business to Business

Model

Creating Brand Image

Brand Ambassador

Creating buzz by

punchline & slogan

Asian Markets

Targeting countries like South Africa

& Brazil

Exchange Offers

4th

Generation

Cloud Computing

Technology

Service Centre Accessibilities

Service on wheels

Care for Customers

After Sales

Service

What’s in the box?????

…NOTHING LIKE ANYtHING…

Product

Price

Production and Distribution

Promotion

Marketing Strategies

Technology

After Sale Service

What’s in the Box

GO GLOBAL