Analysis of micromax mobile company

Micromax aims to launch 14 smart phones in Russia by year end and set- up an infrastructure that includes more than 60 service centres throughout Russia. The company also brought out the Van Gogh X with an integrated Bluetooth headset that saved the user from worry about losing the earpiece, as it remained embedded in the handset when not in use.

So dear reader this was my study. We decided to trace down Micromax's journey from a relative unknown to the top mobile phone vendor in India. The data for this report was collected through secondary research. I would also like to thank you for your time and efforts.

micromax marketing strategy

It was an instant hit. This entire project work is carried out under the influence of his immense knowledge and rich research experience of his. This is probably due to the high price difference between handsets with highly advanced technical features and other handsets.

Though they are still importing mobiles from Chinese, everything is Chinese from Hardware to Software, but since they are registered in India, its an Indian company.

What happened to micromax

This entire project work is carried out under the influence of his immense knowledge and rich research experience of his. So they know where and why they are putting that much amount. We decided to trace down Micromax's journey from a relative unknown to the top mobile phone vendor in India. During our thesis one of my batch-mates was working on Celebrity and its impact of brand image. It should be noted that it closely follows Samsung that enjoys Though they are still importing mobiles from Chinese, everything is Chinese from Hardware to Software, but since they are registered in India, its an Indian company. Eventually, the Grand was a huge hit , but Micromax managed to take a chunk out of Samsung's success with the Canvas HD.

Affordability, innovation and being able to connect with the target customer made them a winner and put themselves on to the path of becoming a brand and challenge the dominant players showcasing the boldness and faith of David against Goliath. She has largely been denied the role as an individual with an identity, aspiration, or right of her own.

Micromax case study

It entered the mobile handset arena in and soon became one of the largest Indian domestic mobile handset companies being in an environment where giants like Samsung and Nokia portrayed their dominance. Sasta and Tikau. So it was obvious that Nokia will lose market share in near future but to whom? Introduction of Celebrity Really? Source: Infoma, Japan data per Morgan Stanley From previous studies conducted on mobile handset buying behaviour among different age groups and genders in India results have shown that the mobile telecom services are now being widely consumed by the Indian society. Obviously, Micromax wasn't building its own phones, but selling white label devices imported from China, rebranded in India. Right product at right time at right price. Later that year, the company tactfully launched the Canvas 4, and timed the launch just around the Galaxy S4 launch. Micromax's rise can also be attributed to the popularity of touch smartphones as against the feature phones and QWERTY phones released by BlackBerry and Nokia at the time. Sangeeta A. Samsung on its radar Micromax slowly started slowly grabbing eye-balls in Mobile handset buying behaviour of different age and gender groups India ranks fifth among the top countries for smart phone users with an estimated 67 million users in , behind countries like China, USA, Japan and Brazil. Micromax has been the biggest mover in this regard. What else do you think about Micromax marketing strategy? Besides communication, people now seek entertainment and other features that are compatible to their self-image and lifestyle.
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Samsung & Micromax