micromax
ABOUT
Micromax is an Indian consumer electronics company located in Gurgaon, Haryana, India. It is in the business of manufacturing of Moblie, LED televisions, Tablets etc.It has 23 offices in India and an international office in Hong Kong
Micromax has presence in more than 560 districts through 125,000 retail outlets in India. The company has sales presence spread across Bangladesh. Sri Lanka and Nepal. On 24 January, 2014, Micromax became the first Indian mobile company to start sales in Russia.
The following are the platforms Micromax used in an attempt to leverage in an international arena
Branding:
In a press release Shubhodip Pal, Chief Marketing Officer, states that
“As we look to expand our footprint across the globe in various international markets, the association with the Hugh Jackman is an ideal partnership for us to connect with audiences as he is the leading name in the entertainment industry in the world. “
What Micromax is attempting to do by signing on Hugh Jackman is to gloss over their Indian roots. Jackman’s signing will also benefit the brand in India, as his images would make the brand less Indian and more International and move (to some extent) the clearly Indian brand closer to the American, European and Korean competition, further away from the Chinese.
The future plans of Micromax is to lauch the brand in Romania where its major competitors are Nokia and Samsung.
Thus positioning itself as a low cost high quality provider, Micromax is occupying a sweet spot between the international players such as Samsung, Nokia etc and the other Chinese Brands and with its branding strategy Is going global.
Micromax is an Indian consumer electronics company located in Gurgaon, Haryana, India. It is in the business of manufacturing of Moblie, LED televisions, Tablets etc.It has 23 offices in India and an international office in Hong Kong
Micromax has presence in more than 560 districts through 125,000 retail outlets in India. The company has sales presence spread across Bangladesh. Sri Lanka and Nepal. On 24 January, 2014, Micromax became the first Indian mobile company to start sales in Russia.
The following are the platforms Micromax used in an attempt to leverage in an international arena
Branding:
In a press release Shubhodip Pal, Chief Marketing Officer, states that
“As we look to expand our footprint across the globe in various international markets, the association with the Hugh Jackman is an ideal partnership for us to connect with audiences as he is the leading name in the entertainment industry in the world. “
What Micromax is attempting to do by signing on Hugh Jackman is to gloss over their Indian roots. Jackman’s signing will also benefit the brand in India, as his images would make the brand less Indian and more International and move (to some extent) the clearly Indian brand closer to the American, European and Korean competition, further away from the Chinese.
The future plans of Micromax is to lauch the brand in Romania where its major competitors are Nokia and Samsung.
Thus positioning itself as a low cost high quality provider, Micromax is occupying a sweet spot between the international players such as Samsung, Nokia etc and the other Chinese Brands and with its branding strategy Is going global.