Marketing Strategy of Micromax

Essay by sameer42University, Master's October 2014

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Micromax Mobile

Marketing Strategy

C on t e n ts

Introduction ...................................................................................................................................

Situation Analysis ..........................................................................................................................

Marketing Strategy............................................................................................................................

Summary, Conclusion, Recommendations .........................................................................................

Bibliography

Introduction

Micromax has entered into handset market in 2008 and within 3 years it has become the third largest handset manufacturer in India. In this period, it has focused mainly on rural market and has become a leader in the same. Now it wants to expand its presence within India and then on international level. This plan incorporates innovative strategies that will utilize opportunities and address weaknesses as outlined in the Situation Analysis.

The plan addresses following marketing challenges:

§ To position in the mind of customers as their preferred brand

§ To concentrate more on potential urban and youth market

§ To make a global presence in the market

S i t u a ti o n A nal y s i s

Analyzing current situation through 4C framework:

C u sto m e rs

Currently Micromax is dominating the rural market.

Initially the marketing strategy of Micromax was to target rural market. They are basically catering to the need of the customers of the rural area.

For example the first mobile Micromax introduced in rural area was having the battery backup of 30 days which was catering to the need of the rural market of inconsistent power availability.

C o m p et i to rs

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:

§ NO K I A - Nokia is the leader in the mobile phone industry in India (38% market share).

It is dominating the Indian market from years. Recently it is...