Case Study: Micromax: They Came, They Marketed And They Conquered '
"Micromax : They came, They marketed and They conquered"
Introduction
With the technology advancing by leaps and bounds and the booming smartphone market especially in a developing nation such as India, a start up of year 2000 as a software IT company which worked on embedded platforms, made an excellent choice by entering a mobile handset market. Looking back in the time, the timing couldn’t have been better for Micromax. India definitely needed an Indian company in handset market to take the advantage of the boom.
Starting as a software company and now capturing a big chunk of mobile market by incredible marketing strategy, the company now has various verticals including television, tablets. A decade ago, India being a developing nation had …show more content…
But what these MNCs couldn’t realize was most important and that was the need of locals. The country suffers from chronic power deficiency and therefore battery life was of greatest importance along with the cost. Therefore, Micromax launched its first mobile phone whose key selling point was a battery that lasted 30 days at a very affordable price for the lower end of the country which constitutes a major chunk. This was an invaluable proposition.
The second most important feature was the Dual-Sim Active feature. Many companies came up with dual sim concept but none came up with the idea that both sims can be active at the same instant. Micromax still boasts this feature, even in there high end phones.
Micromax had an impeccable marketing strategy right from the very beginning. They made their base strong as an anchor which served as a platform for them to kick start and launch themselves in the high end market and compete shoulder to shoulder with the global players that already existed in the industry for very long. Today Micromax is the second largest seller of mobile handsets in India and tenth largest in the …show more content…
It targeted the rural market from the word go, unlike other companies that try to penetrate urban market first and then capture rural market.
Promotions
As already mentioned, Micromax is second largest mobile handset seller in India, it has significant market share which stands at 16%. Now the company is engaged in a marketing strategy that will help it create awareness for its products. The company has also partnered with other companies like Yamaha, which it uses to enhance their audio experiences. And also sponsors in many sporting events.
Pricing
Pricing strategy is at the core of Micromax marketing strategy and is aimed at providing quality phones at an affordable price. The company realizes that pricing the product at a lower rate increases its market share and fends off the competition coming from giants like Nokia, Apple Samsung, among others. In fact, the success or failure of Micromax is solely dependent on the pricing of the smart phones.
Apart from the aforementioned USPs following were a few more which helped the company to attract more
Introduction
With the technology advancing by leaps and bounds and the booming smartphone market especially in a developing nation such as India, a start up of year 2000 as a software IT company which worked on embedded platforms, made an excellent choice by entering a mobile handset market. Looking back in the time, the timing couldn’t have been better for Micromax. India definitely needed an Indian company in handset market to take the advantage of the boom.
Starting as a software company and now capturing a big chunk of mobile market by incredible marketing strategy, the company now has various verticals including television, tablets. A decade ago, India being a developing nation had …show more content…
But what these MNCs couldn’t realize was most important and that was the need of locals. The country suffers from chronic power deficiency and therefore battery life was of greatest importance along with the cost. Therefore, Micromax launched its first mobile phone whose key selling point was a battery that lasted 30 days at a very affordable price for the lower end of the country which constitutes a major chunk. This was an invaluable proposition.
The second most important feature was the Dual-Sim Active feature. Many companies came up with dual sim concept but none came up with the idea that both sims can be active at the same instant. Micromax still boasts this feature, even in there high end phones.
Micromax had an impeccable marketing strategy right from the very beginning. They made their base strong as an anchor which served as a platform for them to kick start and launch themselves in the high end market and compete shoulder to shoulder with the global players that already existed in the industry for very long. Today Micromax is the second largest seller of mobile handsets in India and tenth largest in the …show more content…
It targeted the rural market from the word go, unlike other companies that try to penetrate urban market first and then capture rural market.
Promotions
As already mentioned, Micromax is second largest mobile handset seller in India, it has significant market share which stands at 16%. Now the company is engaged in a marketing strategy that will help it create awareness for its products. The company has also partnered with other companies like Yamaha, which it uses to enhance their audio experiences. And also sponsors in many sporting events.
Pricing
Pricing strategy is at the core of Micromax marketing strategy and is aimed at providing quality phones at an affordable price. The company realizes that pricing the product at a lower rate increases its market share and fends off the competition coming from giants like Nokia, Apple Samsung, among others. In fact, the success or failure of Micromax is solely dependent on the pricing of the smart phones.
Apart from the aforementioned USPs following were a few more which helped the company to attract more