Presentation on micromax

SWOT analysis of micromax and 4p of micromax

1. PRESENTATION ON MICROMAX 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. PROFILE OF MICROMAX Type – private industry- telecommunication and consumer electronics Founded -Delhi, india [ 29 th march ,2000] Founders – Rahul Sharma, vikas jain, Sumeet Arora, Rajesh agraval Headquarters- gurgaon ,Haryana

4. PROFILE OF MICROMAX 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. INTRODUCTION 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. PRODUCTS 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. MANUFACTURING 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. ENDORSEMENT 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. 4 P’S OF MICROMAX PRODUCT STRATEGY PRICE STRATEGY PROMOTION STRATEGY PRICING STRATEGY

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

11. PRICING STRATEGIES 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. PROMOTION STRATEGY Micromax trying to use B ollywood celebrities and MTV to publicize their brand image. introducing exchange scheme. Use online marketing . Advertising through sport sponsorship .

13. PLACE STRETEGY 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. ‘‘S T P’’ OF MICROMAX 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. S.W.O.T ANALYSIS OMICROMAX -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. Current position of micromax In the recently concluded october-december ,2014 Micromax controlled 22% market share in Smartphone shipments in India beating Samsung which had 20%market share. 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.