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Marketing Case Study: Micromax

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Marketing Case Study: Micromax
Case objective
There have been many reputated companies which have tried to prove their marks in the Mobile industry. Some failed, some remained neutral and few came and prove them above all. Among these few the most noticeable and prominent one is the Micromax. Originally started dealing in rural areas , it now ranks second in the India and 10th worldwide. It entered the Indian market on March 2008 and at that time, Nokia, Samsung, Motorola were the only brands that people knew. Now Micromax has established itself into such a big empire in India.
Now, Samsung has been the number one choice for smart phones in the country. To gain this spot, from people’s favourite, Nokia, Samsung began offering a wide range of smart phones to its potential buyers. In addition to this, Samsung realized that the market was price-sensitive and offered these smart phones across a range of prices. This captured the buyers attention and everybody could now use a ‘Smartphone‘. Samsung continued to maintain this goodwill in the market with a slew of smart phones being introduced every year and backed up its adoption with hefty marketing budgets. As Samsung fought a global war with Apple over the patents and showcased new features for its high-end smart phones, the company gathered a following of its own in the country. Apple always had the reputation of being an elitist and expensive product. With the Android OS, Samsung brought in …show more content…
The oddly- shaped Android A60 did not have anything similar to the Galaxy phones, except that it was powered by an Android OS. Samsung was too busy to notice what an Indian manufacturer could possibly do. Even Micromax did not completely realise the potential of its actions but the company had hit the jackpot when it decided to use an Android OS for its
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