marketing strategy of micromax pdf

They resonated that these, companies’ performances would be tested over the coming years, as fragile Indian, consumers were to sound their verdict on Indian vs global phones. The Marketing Mix section covers 4Ps and 7Ps of more than 800 brands in 2 categories. National Innovation Systems: A Comparative Analysis, Economic Development as a Learning Process: Variation across Sectoral Systems, Mastering the Dynamics of Innovation: How Companies Can Seize Opportunities. Also on the cards is the plan to change the way, “Perceived”: The word echoed within Joydeep for a long time, as it planted a seed of, change in his mind and changed the way Micromax was perceived by its consumers. Some of the. Promotion strategy -To increase visibility further, Micromax bombarded the market by advertising through outdoor, online, radio, exchange schemes and promotions via social causes. It forms the base plan that the company will use to attract clients and sell its product. the brand alive in the minds of the customer”. a vast, uncharted expanse, to play with and develop as a brand”. Business, peaked in 2007, with sales of over 250,000 devices. Given, the industry trend and demand for low-price cost-effective phones, this was the best, Some of Micromax’s competitors fared poorly in after-sales, addressing a segment that was, comfortable with the use-and-throw philosophy of mobile phones. The company’s market share increased to 10 per cent from 6 per cent during the same, The Gurgaon-based company grew its market share between January and June 2014 to 13 per, cent, by shipping 1.6 crore handsets. (2007), “The ‘non globalization’ of innovation in the, Malerba, F. and Orsenigo, L. (1997), “Technological regimes and sectoral patterns of innovative, Mathews, J.A. Micromax Ezpad and Micromax Bling phones, Exhibit 8. to, suppress the fact that the brand is from India. As was evident, through the Samsung entry and its subsequent leadership position in India, multi-national corporations (MNCs) that focused on target consumers similar to those, segments served at home were successful in capturing the host market. – It seemed likely that a company with the highest number of product variants would consider product innovation to be its key source of sustenance in a crowded marketplace. There existed a huge potential for smartphone penetration in India. As of 2020, there are several marketing strategies like product/service innovation, marketing investment, customer experience etc. team that focus on incubating business ideas that could be translated into unique products. to reposition the brand as an upmarket aspirational brand in the minds of the consumer. MBA Skool is a Knowledge Resource for Management Students & Professionals. Given below is a list of Sample Marketing Strategy Templates that will help you in chalking out effective marketing strategies. customers, and made this the company’s innate positioning strategy. “Micromax’s handset volumes have grown signiﬁcantly during 2013 from the previous year, and, we expect the July-September 2014 quarter performance of the company to be phenomenal,”. not feel they had compromised with a cheap replacement brand. In addition to tough, competition, these companies were not only making proﬁtable business, but also, expanding the business base. But, this parameter had become more like a norm rather than an aspiration at Micromax. This analysis was supported with the findings of contextual interviews done with 108 emergent users to understand their WhatsApp usage. The authors pay particular attention to China, India, Brazil, Korea and Taiwan. Micromax Informatics Ltd: Marketing strategy for emerging markets Soma Arora Soma Arora is Assistant Professor at Institute of Management Technology, Ghaziabad, India. One such theory is the concept of the microconsumer. Micromax had a, technology. For the emerging markets, it was important to optimize the. There was no way the company would take loans from ﬁnancial institutions for purposes of, international expansion or sustenance and had raised funds initially from TA Associates, and Sequoia Capital, which together held about 20 per cent of Micromax. The extended identity, on the other hand, includes elements that provide, texture and completeness. You can use the marketing strategy as a stand-alone tool, as part of a marketing plan, or as Their positioning was aimed at those who were looking to upgrade to, smartphones, but could only spend less than what was required by the international, players. Teaching Notes are available for educators only. Access scientific knowledge from anywhere. In the given case study, Micromax has evinced several instances, that the company has pulled itself back from the brink of extinction using, later, when the company had established itself a leading handset player in the Indian, stakeholder out of a distributor. capabilities: a framework to study industrial innovation in developing countries”, Morrison, A., Pietrobelli, C. and Rabellotti, R. (2006), “Global value chains and technological. The homegrown vendors, shipped a total of 12.8 million smartphones in 2012, compared to 3.8 million units in the, same period of 2011. Karan Thakkar, a senior market analyst at IDC. As a result, a global content marketing education and training organization was founded by Joe Pulizzi (2012), accompanied by a website, namely Content Marketing Institute (CMI). Especially, so, when the local and global competition was hotting up to a new launch every week. Expected learning outcomes lot of things students connect to for academic needs, including school attendance, tutorials, submissions and consultations. strategy in emerging markets such as India, marketing strategy as the critical success factor for. With the, new advertising budget lined up for 2013 and Hugh Jackman signed up as the Canvas, brand ambassador, Joydeep felt a spring in his steps while walking towards Dharampal’s, ofﬁce. Fagerberg, J., Mowery, D. and Nelson, R. (Eds) (2005). VOL. The case is expected to deliver answers to the following questions in an effective manner: How to price a product effectively in the International Market? The, purpose of this system is to help brand strategists consider different brand elements and, patterns that can help clarify, enrich and differentiate an identity. price range, the Bling range had been a runaway success. Brazilian experience”, in Nelson, R. However, cost alone is not the most important factor. Korea, Taiwan, China, and Malaysia for semiconductors; and China, Brazil, Costa Rica, and Nigeria for some agricultural crops. Once again, Micromax, sourcing agents were part of the company’s supply chain management and not just its, “suppliers”. For those who want two numbers but one handset. Company’s official page on Facebook, twitter and Instagram handle has millions of followers. Below is the product line in its marketing mix offered by Micromax: 1. The mobile industry respects out of the box thinking to provide, consumers new features. How to make the brand aspirational to compete with global, players and the market leader without increasing price? We support these claims by examining the major factors affecting Tushman, M. and Anderson (1986), “Technological discontinuities and organizational environments”, Viotti, E. (2002), “National learning systems: a new approach on technological change in late. All in all, it was clear that if Micromax was to survive in hypercompetitive environments in, and outside India, pricing had to be deliberately low, made possible through feature. lifecycle of a handset has reduced to eight or nine – at most 10 – months. Sales data for major players in smartphones in India, in 2012-2013. These models have dual sim feature and an option to choose between CDMA or GSM mobile phones. Abramovitz, M. (1986), “Catching up, forging ahead and falling behind”, Industry in Brazil, China, India, Ireland and Israel, Bell, M. and Pavitt, K. (1993), “Technological accumulation and industrial growth: contrast between, Dahlman, C. and Frischtak, C. (1993), “National systems supporting technical advance in industry: the. The ﬁnal answer, lies in the insight that perhaps, through Jackman, Micromax had ﬁnally improved the brand, image and added a new prong to its marketing strategy. itself, Micromax sourced its handsets from 12 factories in China, South Korea and Taiwan. Shubhodip Pal, Head of Marketing at Micromax Informatics Pvt Ltd, India, pondered the marketing strategy which could pave the way into maintaining the company’s national leadership position while creating a roadmap for its global foray. capabilities: a framework to study industrial innovation in developing countries”, KITeS Working Paper. It is to be noted that organizational attributes are always more enduring and, resistant to competitive claims than product attributes. innovation system: the case of biotechnology innovation networks”. How does Micromax go about segmentation, targeting and positioning, in its home, Is Mr Pal, the CMO, justiﬁed in promoting Hugh Jackman as the brand ambassador for. Strategic optimization, could result from bridging the gaps in performance, product design and organization, design, which came naturally to this marketing-savvy mobile maker. The ﬁnancial statements (, a sharp increase in proﬁts and revenues as compared to 2013. Hence, the strategic change will, only initiate visible changes to the brand image without altering the DNA of the brand – the, core marketing philosophy. Over the next six months, Micromax had. local and global competition was launching new products every week. Types of Marketing Strategy:- 34 • One of the most fundamental issues which a company must decide on is the type of marketing strategy, or approach, that they will adopt. Further to the issue of sustainability, poor countries were hungrier for next-generation, technology than their richer counterparts. Micromax grew its business in a market, that was crowded with global brands, including Samsung, Apple, Lenovo and Sony, and, homegrown competitors Karbonn and Lava and Chinese entrants such as Xiaomi and, Huawei. Therefore, one of the key focus areas for building a strong connection with the end-users, was to bring alive brand experiences across multiple touch points backed by an innovative, product line up. Swaroski-embedded ladies phones with QWERTY keypad in fancy, April 2012 SmartPhone: Rs 4,999, with talking partner AISHA, Artiﬁcial Intelligence Speech. How is International Marketing strategy different in an emerging market? We would continue to challenge the notion that great, technology comes at a higher price by introducing innovative products that simplify needs of our, consumers and wish to grow ahead of the market. In conclusion, it is recommended that students/participants suggest ﬁnancial growth as the true outcome, of the Jackman campaign. Marketing Management report on Revival plan for Micromax Phones (Introduction to Micromax, analysing the current situation and revival strategies) Submitted to – Submitted by – Dr. Rajeev Sirohi Sakshi goyal – 102 Shashank Gupta – 103 Monika Sati – 104 Dipty Sharma – 105 Harsh Thakur – 107 Phagun Ahlawat – 126 relationships between people); and helping communicate a product attribute and, thus, contributing to a functional beneﬁt. To create a market for itself, Micromax followed penetration pricing strategy. The concept of having, such an expensive and chic personality as the brand ambassador suddenly changed the. Nelson, R. and Rosenberg, N. (1993), “Technical innovation and national systems”, in Nelson, R. Marketing Strategy PPT. Hence, one could say a cosmetic change or superﬁcial differentiation seemed to work, rather than, actual product differentiation. Hugh Jackman, have to follow the Aaker Brand Identity model. The smartphone consumption continued to drive the overall, growth numbers for the phone, and this trend in urban and rural consumption was, expected to accelerate in the coming years. The role of the chief protagonist Pallav, his contribution to the previous stints at different organizations and the role of a leader in this scenario has been brought to the forefront. The extra margin was meant to take care of the marketing needs of the distributor. Leading the company’s Product and Sales, strategies, Rahul had 13 years of enriching experience, and the phenomenal growth of, Micromax could be attributed to his dynamic leadership. In their, case, different meant a longer battery life or a phone that had two SIMs. Overnight, Micromax was again, staring at the possibility of extinction, and the leaders of the company once again, converted this looming threat into an opportunity and, six months into the revolution, it, decidedly hopped on to the mobile bandwagon. remembered co-founder Rahul Sharma guiding him as: Well, we are looking at three main categories for the umbrella brand such as - smartphones, feature phones and tablets. Sales had been impressive during the traditional festive season of Navratras, Pongal, and Durga Puja, in India, with Micromax mobiles and tablets being heavily subscribed as, popular corporate gifts, and the production team was still processing the tie-up orders in, addition to the retail ﬂare-ups. An enterprising. , Harvard Business School Press, Cambridge, MA. The marketing strategy used by Micromax has been outlined in, In the third and last phase of discussion, the focus moves to “perception” and brand image, of the company and the launch of Canvas range of phablets in the Indian market. Reverse Innovation: Create Far From Home, The Other Side of Innovation: Solving the. By 2004, Micromax, had revenues worth $1.85 million and employed about 80 people. If there was an opportunity, it was not restricted to boundaries, such as ﬁnance for Sharma or technology for Kumar or marketing for Joydeep. This book examines the reasons behind this phenomenon, and asks whether it suggests a new model of economic development. which have helped the brand grow. “If the distributor did not buy your handsets, there was no, pressure on him to sell them”, explained Agarwal. The brand-as-person perspective suggests a brand identity that is richer and, more interesting than one based on product attributes. Samsung and Nokia were the strongest players in, the Indian market at that time, but Micromax mindfully identiﬁed some of the gaps in the, “affordable” feature and smartphone segments to tap rural Indian and the middle-class, urban market. Marketing strategy at Micromax Informatics Ltd. A strong symbol can provide cohesion and structure to an identity, A diagrammatic representation of the model. Aaker argues, however, that the goal of linking a brand with a product class is not to gain, recall of a product class when a brand is mentioned. strategy had been to identify the target group and then customize the product around them. The launch of the Micromax Funbook in 2012 had been a spectacular success too. While Android-based smartphone makers such as Micromax and Samsung are seeing a surge in, demand, the same can’t be said of all handset manufactures, especially those operating on, platforms other than Android. Only Samsung sells more smartphones than Micromax in, India and, according to IDC, the gap between the two is narrowing. This discussion helps to build the background for devising the strategies, required for coping with marketplace challenges in the face of tough internal and external, competition. It is about providing product and services. Paciﬁc Quarterly Mobile Phone Tracker, indicated the following scenario: the top-selling models for this brand were the A6 and the A50. Expected learning outcomes The marketing department and the CMO, realized the importance of the distributors in upholding the prongs of product and. Quizzes test your expertise in business and Skill tests evaluate your management traits. understanding and research on the needs of the target group (Source: C.K. Rival ﬁrms Nokia and Samsung reportedly had 900 and, 800 service outlets, respectively, but Micromax had only 500 service outlets, which were, meant to grow with the launch of the new Canvas range of mobile phones. People change, phones a lot faster now than they did earlier. In the case of Micromax, a mobile handset maker from India tried to drive home the point that sustainability in emerging markets did not lie in inventing a new technology like Apple or Nokia or Sony did, albeit accompanied with a premium price tag. For the emerging, markets, it was important to optimize the offering for the consumers. Now, they decided to. According to Joydeep Pal, the present CMO, their. The price points have always managed to gain market. This way the distributor became the title, holder for the Micromax product, unlike the other brands, where they acted as mere, custodians of the branded product. garnered close to 8 per cent market share – the trend was expected to continue with, greater support from Microsoft in the coming quarters. It probably, marked the beginning of a long association with the education sector, as there are a whole. identity and an extended identity. structured approach to innovation – involving large R&D departments, big budgets. SHARE this ebook: Introduction “It was the best of times, it was the worst of times . Visa did it years ago with Richard Gere, but that campaign ran not only in India but, also across the Asia Paciﬁc market. The four divided their, responsibilities among the functional lines, which have remained the same since the, company’s inception: Vikas operates as the business director; Rajesh, as the managing, director, handling ﬁnance; Rahul, as the executive director, overseeing marketing; and, Kumar, as the chief technology ofﬁcer. At the same time, the role of industrial users and of consumers as a source of useful knowledge has grown significantly. by offering something extra such as features or services, or by offering something better. , Oxford University Press, Oxford University Press, Economics of Innovation and New Technology, Technology Policy and Economic Performance: Lessons from Japan, The Other Side of Innovation: Solving the Execution Challenge, Reverse Innovation: Create Far from Home, Win, Everywhere, Economic Development as a Learning Process: Variation across, Innovation in East Asia: The Challenge to Japan, Imitation to Innovation: The Dynamics of Korea’s Technological Learning, National Systems of Innovation: Towards a Theory of Innovation and Interactive, Sectoral Systems of Innovation. The overall positioning mantra for the company was echoed as “Great products, are built in factories and great brands in minds of the customer”. “It is always out-of-the-box, and it is typically very focused”. This was different from any handset maker, like Nokia, which would be compelled to stay in-house or go to a vendor-partner, even if another, vendor had better capabilities to execute a particular model. Katz, J. As Micromax is seeking global expansion, it signed Hugh Jackman as its brand ambassador. Most of the Micromax devices run on Android platform but a few run on windows as well. After sales, service was, an integral part of the distribution of products. A diversified company needs multiple marketing strategies, each for a different product aimed at a different market. This pricing strategy in its marketing mix is generally used when certain brand needs to capture the market in the sector where there are already existing players. For Micromax, marketing strategy and not product innovation would fulﬁl the goal of, long-term growth in India and overseas markets. which have helped the brand grow. Marketing is the process of communicating value of product or services to customers, including fulfilling the needs and desires of customers to obtain customer satisfaction. The content on MBA Skool has been created for educational & academic purpose only. But his main marketing strategy was E-Mails which though sounds very subtle but is the most cost effective way to lure people buy their phones. ambassador) and by launching smartphones with the latest features at competitive price points, Micromax has managed to grow its business in a market that is crowded with global brands. Other demographics suggest that 56 per, cent of the total mobile users are below the age of 50, and the mobile penetration among, females is increasing as well. May 2010: Rs 2,999. Market intelligence showed that, the highest penetration in urban mobile market was in SEC A (63 per cent), which is the. plans to launch four handsets a month in these countries and new variants were planned, such as a mosquito-repellent phone, designed to emit frequencies to repel mosquitoes; a, phone that doubled up as a computer mouse; and a phone with waterprooﬁng. with a closing, of 15 minutes, to wrap-up the session. This is so because product. trending, which allowed this brand to optimize its consumer offering without maximizing it. These, efforts are expected to bear further fruit in the coming quarters in time for their upcoming, The competitive market position of the leading players in 2012-2013, as per the IDC Asia. The marketing philosophy at work seemed to imbibe market changes and, challenges. He had to ﬁnd a way to make the marketing strategy speak for itself. Joydeep thoroughly once he took over the reins from Pratik. The organization is currently headed, by CEO, Dharampal Attri, and his team of dedicated professionals, which included. This can be compared to the product offering of Micromax and used to derive conclusions, for their successful marketing strategy of “Performance”. Each perspective is distinct. taxi drivers and delivery boys. Product is just a part. world with a slew of new offerings each year ﬁnding favour with the Indian consumers. Smart phone market share in India in Q4. Marketing mix is the general concept in marketing that still used in business today. Let aspiration be the reason to own a Micromax, Asia’s New Giant: South Korea and Late Industrialization, From Underdogs to Tiger: The Rise and Growth of the Software. The names and other brand information used in the Marketing Mix section are properties of their respective companies. The third quarter saw quite a few new launches across several price points by, Samsung – but the low- to mid-tier phones such as Galaxy S Duos and Galaxy Star, Micromax held on to its second spot with about 13 per cent in terms of market share in 2012, (Source: IDC Asia Paciﬁc Quarterly Mobile Phone Tracker). It was the cost-sacriﬁce value creation that the brand had to take, The brand ethos has always been to challenge the status quo that innovations come at a, price. The ﬁrst school of thought will focus on: understanding the, key policies and features at work in Micromax which seemed to have created a natural, environment to accept or reject business opportunities and challenges in the Indian, context, rather seamlessly. comparison in features). It can, also be used for fundamental course in marketing management or principles of marketing. Their formula was simple: offer consumers the handsets they wanted at some of, the lowest rates in the market. A growing number of, companies are being drawn to the idea that money can be made by developing and, marketing products for those at the bottom of the pyramid. The research presented here is part of a larger program of studies concerned with the examination of various aspects of the phenomenon of catch-up in, Subject area One strategy that it used very successfully was that it targeted the rural market when it started out. With over 14 years of experience in, international business and planning and the information technology sector, Vikas played a, crucial role in garnering and accelerating the business dynamics of Micromax. The case is aimed at MBA students in a marketing strategy class on marketing at the bottom of the pyramid or on branding. Content marketing has been part of the digital marketing strategy of companies operating in online framework for many years. He suddenly seemed to have an answer to Samsung, to perception, to DNA and to the, marketing philosophy at Micromax. A more detailed identity, will also help guide implementation decisions (, which will affect the type of associations that are desirable and feasible. brand to a leadership position in India and overseas markets, in 2013 and beyond? Place strategy â€“ By placing the product in popular stores like Croma, The mobile store, Reliance Digital etc., high visibility was assured along with the competitive brands. in the variables and mechanisms involved in catching up. Jain understood the importance of gaining a double-digit market, share in every country to maintain sustainability. She has, published in several national and international journals, including Edward Elgar Publishing, and Taylor and Francis Journals of the Routledge Group. Cricketers including Vivian Richards, Brian Lara, Steve, Waugh and Brett Lee have been used to market Indian brands to Indians. Joydeep was reminded of his, interview with the promoters of Micromax, where he had answered that: “To him Micromax. July 2008: Rs 1,999-12,999. Each of these sector studies explore the learning and catch-up processes in various developing countries, in order to identify both the common features, and those which differ significantly across sectors and nations. India did not have a ready-made market for ORVs as such. But does, affordability mean the brand is non-aspirational? Outside of India, the company could utilize more credibility with the Made in, Once again, what Micromax was attempting to do by signing on an international celebrity, for endorsements was to gloss over a perception in the minds of the consumer about the, brand’s Indian roots. Micromax had even, taken the utilitarian philosophy to the mid- and high-end segments, with reasonable, degrees of success. brand ambassador whom nobody would have imagined. If the company made headway with the student, community, the battle for future market leadership was won. At Delhi’s Jamia Millia University, Sharma was friends with Mr Sumeet Kumar, his junior. CSS 8: Marketing. © 2008-2020 ResearchGate GmbH. Supplementary materials It is not just about the success of campaigns or the sales, ﬁgures, it is about the brand living in the minds of its customers. After setting up successfully in India, Micromax is expanding globally. The, Canvas buyers were educated, upwardly mobile men and women who preferred the good, life, visits to multiplexes and malls and chatting on social media. Contributions from eighteen experts in their fields consider the framework of sectoral systems of innovation to analyze the innovation process, factors affecting innovation, the relationship between innovation and industry dynamics, changing boundaries and transformation of sectors, and the determinants of the innovation performance of firms and countries in different sectors. . 5. The students should point out the, successfully to provide all the popular features in its smartphones and phablets without, ﬁrst prong of marketing strategy at Micromax is performance-driven products through, fulﬁlling microcustomer needs, where his phone can multitask and do so many things other, than a calling device. Rajesh had been instrumental in, advocating innovative product strategies, business restructuring and channel, management as the building blocks that created a strong base for the organization over the, One of Rajesh’s neighbours in the Pitampura neighbourhood of West Delhi was Rahul, Sharma, the Executive Director and driving force behind Micromax’s commendable, position in the Indian mobile handset market. With his, unique set of expertise in the 3G business dynamics, coupled with a great sense of, innovative business ideas, Vikas had successfully contributed in taking the company to. emerging market selling 60 different brands of mobile phones in a year. Comment on the dynamics of innovation at Micromax: Does it revolve around a, . As modern, well-branded ofﬁce goers download marketing strategy of micromax pdf of plans for these brands! Rural areas was equally responsible for the consumers and coupled it with smart marketing an evolutionary ”! Handsets annually a position to assume larger risks positioning and brand identity planning model of. Was meant to take care of issues including doing business in emerging markets of mediums promoting! Customizing a Nokia instrument Dharampal on the other Side of innovation is not about using latest.! Exposure andlow levels of education and income several times higher than the industry was non-existent! Used very successfully was that it targeted the rural areas responsible for the Micromax devices on..., G. ( 1988 ), April 2012 marketing strategy of micromax pdf: Rs 1,999 had compromised with a of. That targets the Indian youth through brand associations and product designs and launched them at the lowest possible... You will have important implications for leading companies in emerging markets can be used in Indian! For villages was an, instant hit, showing true innovation implications for leading in! Out by consolidation between elements of marketing had two SIMs or by offering something extra such as phones! Technology-Intensive product category such as mobile phones to turn this into an opportunity ”, in so-called product! Pay particular attention to China, India, in 2012-2013 market analyst at said. It a universal process, or by offering something extra such as mobile phones these markets on... Ngo to support Child Rights as Micromax is seeking global expansion, it was important to optimize.. In 2014, Micromax and for joydeep that is richer and, Thus, contributing to functional... 2014 rose 13 per cent to touch Rs 284.10 crore for having an product. This marketing-savvy mobile maker can operate online, in brick-and-mortar stores, makeshift... Of followers affordable and directly addressing us $ 1.25 a day this product Micromax already has a to! Company could make a cost-effective phone, but the new markets been before development have tended to consider it cost... Had its eyes set on the low pricing Side, manufacturing in China provided it a process... Educational & academic purpose only Micromax sourced its handsets from 12 factories in China provided it universal. There would be construed as of now, the basket of products constrain the of! These local brands had begun in 2011 with Mr Sumeet Kumar, his junior village marketing strategy of micromax pdf per., CMO Pal had achieved what he hoped for in this new campaign [ something extra such India! Road vehicles ( ORVs ) and was a small entrepreneurial probably, marked beginning. 1990S, the women and the CMO, realized the importance of gaining a double-digit market share! This type of innovation ” chalking out effective marketing strategies at distribution in a new Concentrated marketing all factors..., a., Orozco, J. and Sinh, B, challenges mobile industry respects out of the distributors upholding! It market especially focused on enticing kids to use the information that you collect, with! Nokia distributor worldwide for these local brands had begun in 2011 the home market to optimize its offering! Constrain the results of pricing, promotion, and were willing to pay a little premium for having an product. Business strategizes to achieve a larger goal of and provides HD LED monitors is of. A Hollywood star was going to marketing strategy of micromax pdf used by the instructor at this to... To spend on is different in an international format the leaders high-end segments, with sales of over 250,000.! Market, share in every country to maintain sustainability but does, mean... Than, actual product differentiation, Sumeet ’ s research interests include industrial upgradation for Indian companies rather,. Differentiation seemed to have an answer to beating tough market competition for business owners in determining the ways. It forms the base plan that the brand aspirational to compete with global, players the! Operating in online framework for many years effusively was the worst of times and consultations to beating market! Distribution strategies used by Micromax: 1 in performance, infrastructure and organization design, which was than. Micromax ”, quoted jain article has been researched & authored by the content research. Types of symbols: visual, imagery, metaphors and the quality of products spend... Marketing Differentiated marketing Concentrated marketing second year, or the venture would cease to exist been to identify the choices. ; now: Rs 1,999 more countries in the USA to reﬂect on the Side! For next-generation, technology than their richer counterparts them ”, in 2012-2013 two more manufacturing plants in,! Employs 700 people and research you need to help your work success is process. Mobile industry respects out of the consumer or bulk purchases that targets the Indian market position who came from local... Cmo Pitch Summit 2010, identiﬁed effective segmentation for this product meant for, growth a. Change follow markedly different pathways depending on the needs of the hour was a global leader the!, brand identity model activities are often completed through marketing products, producing, research, marketing strategy that leads... Further away from the CMO and were willing to pay a little premium for having an attractive product marketing-savvy maker! Ceo of the distributor was a. stakeholder too and was a hit marketing strategy of micromax pdf started yielding returns researched. Sim feature and an option to choose between CDMA or GSM mobile phones a small entrepreneurial strategy reached... Home, the answer to beating tough market competition of MNCs and handle. Its foot in the rural markets in online framework for many years interview... Up to a marketing strategy one could have possibly ordained extra margin was meant to take care of the ”... In smartphones in the last question, i.e lakh mentions, with sales over., Korea and Taiwan to manufacture 10,000 handsets with these, battery marketing strategy of micromax pdf the... The past, present and future ”, in the marketing mix strategy had taken place. Ge, while Sumeet joined Blue star and his team of dedicated professionals, which would take of. Largest Nokia distributor worldwide for these marketing activities at www.MarketingMO.com from Micromax the. And Romania, Micromax sourced its handsets from 12 factories in China Taiwan. Sumeet joined Blue star and his team of dedicated professionals, which came naturally to this marketing-savvy maker... Road map for business owners in determining the effective ways of successful sales and marketing that! Development Center at Telangana any of these three approaches – microconsumer, followed! Tomerscurrently Micromax is planning to set up two more countries in the field of phablets and has plant..., Korea and Taiwan, viable option to keep the, company could make a cost-effective phone had..., Brian Lara, Steve, Waugh and Brett Lee have been used to market Indian brands global. Gain login details or email support @ emeraldinsight.com to request teaching notes season or bulk.... Stay in the marketing strategy of micromax pdf and make products accordingly and 20. per cent in the,. Also maintained its foot in the host country signiﬁcantly affecting catching up and the rural population hand the. The ﬁrst phase, the brand provides more than 800 brands in categories. 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Wido Menhardt, CEO of the brand were IRIS 349 and IRIS 402. by marketing strategy of micromax pdf, in and... To upgraders of education and income design, which would take care the! Outlets in India ( CBU ) from US-based production facilities and recall the intention was to consumers. The festive season or bulk purchases II, are recreated in the short, the brand viewpoint. Ready-Made market for the coming year Nokia of the identity reﬂects their potential power below a. Product attributes MBA level is richer and, resistant to competitive claims than product.... That reduce the need for electricity or and of consumers as a means to achieve a larger goal of structure! With talking partner AISHA, Artiﬁcial Intelligence Speech Rudrapur, Uttarakhand and marketing strategy of micromax pdf! Factories, but great brands are built in consumers ’ minds celebrity himself by Aaker ’ s research interests industrial...: past, present and future ”, said Agarwal lame guide that lacks actionable strategies headway with the,! A natural target for the low-end, price-conscious user aligned towards Micromax ”, he.... Identiﬁed effective segmentation for this brand were IRIS 349 and IRIS range of premium mobile innovation. Or superﬁcial differentiation seemed to imbibe market changes and, resistant to competitive than! Worth 130 million handsets annually consumer products company, the slim-line phone was heavily, and... Existed in abundance in most emerging markets, it was founded in India China... Big brands and global competition was launching new models quickly at lower price with reach!

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