Marketing Strategy Of Micromax mobile

Submitted toProf.Anish Patel Submitted byDevendra S.Raghuvanshi

Introduction
The mobile phone market in India is worth 130 million handsets annually. While the big players like Nokia, Samsung, LG, Motorola and SonyEricsson make up for 70% share, the market has of late seena slew of domestic firms such as Micromax, Karbonn andEntex making large inroads and new established brands like Videocon and Onida entering the field. Micromax, started operations in 1991 as an embedded software design firm, but was incorporated as accompany in 1998, when it branched out as a distributor of computer peripherals such as printers, monitors, scanners from manufacturers such as LG, Sony Inc., Dell Corp.

Introduction
To day, Micromax is one of the leading Indian Telecom Companies with 23 domestic offices across the country and international offices in Hong Kong, USA, Dubai and now in Nepal. With a futuristic vision and an exhaustive R&D at its helm, Micromax has successfully generated innovative technologies that have revolutionized the telecom consumer space. Micromax is on a mission to successfully overcome the technological barriers and constantly engender life enhancing solutions.

Situation Analysis
Increasing customer base of mobile phones. Concrete hold of Nokia in Indian market. Dynamic technology. New entrants in the market. Poor IMC tools.

Porters 5-Force model

TE

BS

BR
SA

BB

Porters 5-Force model

Bargaining power of supplier: Poor Bargaining power of Buyer: High Threat of new Entrants: High(Zen,Karbonn,lemon) Substitute available:large Business Rivals: Nokia,samsung,sony erricson,LG

IMC tools
Events and experiences. Consumers. Advertising and advertising agencies. Source, message and channel factors.

Problem Identification
Consumers mindset towards Nokia. Incapable models to fight with giants of the market. Costly technology. Poor promotion. Unawareness of the brand.

Alternative Solutions
Heavy investment in R&D. Effective IMC tools. Concentration in rural market. Value for money products. Creative promotion tools.

Best Alternative Solution

Heavy investment in R&D Concentration in rural market.

Conclusion and finding

Micromax is a very innovative company as it launches mobile phones with very unique and innovative features. It has utilized events and experience as part of their communication strategy to enhance the recall rate and awareness level. Its advertisement campaign was oriented to the rural market than the urban. It take a right decision to sign Akshay kumar to endorse their brand as this will help them to create brand equity. It does not make very creative advertisements; they simply narrate the features of the phone. They have planed to spent a huge amount of Rs. 100 crore on advertisement and promotions.

RECOMMENDATIONS
They don`t develop very creative advertisements, sometimes their advertisements are mere noises like the advertisement featuring Akshay kumar. They must add creativity to their advertisements. The tag line is very confusing; a new tag line which can be understood easily must be incorporated. The brand's promotions, although heavy, is a big let down. Some of the campaigns are good but most are below par. For example, the Micromax Face book ad .hence quality of the advertisement must be improved. There is a risk of the brand perceived not as an aspirational brand but a ordinary price warrior if it does not focus on the quality of the communication. Micromax would do well if it could bring in some class in their campaigns. Micromax as a brand should be developed focusing on the core brand values like innovation and value orientation.

Questions
What is the current strategy of Micromax in order to concentrate on rural market ? What is the reason of Micromax to get into venture with MTV? What are the reasons of failure of Micromax in the mobile market?

THANK YOU