Micromax
Micromax
Micromax is an Indian Consumer Electronics company located in Gurgaon, Haryana, India. Micromax is a challenger brand in the highly competitive mobile handset market. This Indian firm is shaking up the market dominated by MNCs. Micromax was founded in 1991 by Rajesh Agarwal . Micromax in its original avatar was a distributor of computer hardwares. In 1998, three more people Sumit Arora, Rahul Sharma and Vikas Jain joined Micromax as co-founders.The company branched out from a mere distributor to a marketer of telecommunication equipments.
Segmentation
It was in 2008 that Micromax ventured into the mobile handset market. The brand wanted to create a base before taking on the large players. So as a marketing strategy, Micromax concentrated on the rural market first. It was a different move altogether since most of the marketers tend to concentrate on the urban markets then move to the rural markets. So initially Micromax segmented the market and chose people living in rural areas as a segment.
Targeting
Micromax targeted on Rural Areas initially and launched products that were targeted to their needs.
Positioning
Micromax launched its first phone in the rural market(Target segment) with a very unique USP- 30 days battery standby time. The brand was launched from a consumer insight that most of the rural households do not get enough electricity to recharge phones on a daily basis. Hence a phone with a 30 day battery standby would be a worthwhile differentiation. This was the positioning strategy implied by Micromax The first product was a big success. The first product Micromax X1i priced at Rs 2150 was lapped up by rural market.
Marketing Mix (4 P’s of Marketing)
Product
Micromax has been effective in creating a splash with most of the products launched. The range that they have covered varies quite a large variety. Right from the handsets with 30 days battery backup, dual SIM, handsets switching networks (GSM -CDMA) using gravity sensors,
Micromax is an Indian Consumer Electronics company located in Gurgaon, Haryana, India. Micromax is a challenger brand in the highly competitive mobile handset market. This Indian firm is shaking up the market dominated by MNCs. Micromax was founded in 1991 by Rajesh Agarwal . Micromax in its original avatar was a distributor of computer hardwares. In 1998, three more people Sumit Arora, Rahul Sharma and Vikas Jain joined Micromax as co-founders.The company branched out from a mere distributor to a marketer of telecommunication equipments.
Segmentation
It was in 2008 that Micromax ventured into the mobile handset market. The brand wanted to create a base before taking on the large players. So as a marketing strategy, Micromax concentrated on the rural market first. It was a different move altogether since most of the marketers tend to concentrate on the urban markets then move to the rural markets. So initially Micromax segmented the market and chose people living in rural areas as a segment.
Targeting
Micromax targeted on Rural Areas initially and launched products that were targeted to their needs.
Positioning
Micromax launched its first phone in the rural market(Target segment) with a very unique USP- 30 days battery standby time. The brand was launched from a consumer insight that most of the rural households do not get enough electricity to recharge phones on a daily basis. Hence a phone with a 30 day battery standby would be a worthwhile differentiation. This was the positioning strategy implied by Micromax The first product was a big success. The first product Micromax X1i priced at Rs 2150 was lapped up by rural market.
Marketing Mix (4 P’s of Marketing)
Product
Micromax has been effective in creating a splash with most of the products launched. The range that they have covered varies quite a large variety. Right from the handsets with 30 days battery backup, dual SIM, handsets switching networks (GSM -CDMA) using gravity sensors,