Micromax Market Analysis
MARKETING MANAGEMENT PROJECT REPORT INDIAN INSTITUTE OF MANAGEMENT, KASHIPUR
A Study on Marketing Strategy of Micromax and Future Challenges
Group 2
Akshay Aggarwal Ashok Kumar Mayank Singh Saurabh Bhise Mohit Sharma
Submitted on: 21st Dec’ 2012
INDIAN INSTITUTE OF MANAGEMENT, KASHIPUR Acknowledgement
Apart from the efforts made by the team, the success of this project depends largely on the encouragement and guidelines of many others. We take this opportunity to express our gratitude to the people who have been instrumental in the successful completion of this project. We would like to show our greatest appreciation to our Marketing teacher Prof. Somnath Chakabarty. We can‘t thank him enough for his tremendous support and help throughout the period of making of this project report. Without his encouragement and guidance this project would not have materialized. We are also thankful to all the retailers and consumers who answered and contributed in the survey conducted by the team. Without their constructive help this survey would not have been possible. Finally, we must mention that the continuous hard work put in by all the team members viz. Akshay Aggarwal, Ashok Kumar, Mayank Singh, Mohit Sharma, Saurabh Bhise proved vital for the success of the project and is responsible for the positive outcome.
Akshay Aggarwal Ashok Kumar Mayank Singh Saurabh Bhise Mohit Sharma
Specific problem to be investigated
• • • • Study the marketing strategy of Micromax Mobiles over the last two years. Comparative analysis with other players like Nokia, Samsung, lava, Maxx etc. Studying the brand image amongst consumers. Studying its transition from rural to urban India.
Objectives of the study
To Study the marketing strategy of Micromax mobiles. A new cell phone Company challenging Samsung India Electronics Pvt. Ltd and LG Electronics India Pvt. Ltd as one of the top three sellers of cellular phones in the country, overtaking rivals such as Motorola
A Study on Marketing Strategy of Micromax and Future Challenges
Group 2
Akshay Aggarwal Ashok Kumar Mayank Singh Saurabh Bhise Mohit Sharma
Submitted on: 21st Dec’ 2012
INDIAN INSTITUTE OF MANAGEMENT, KASHIPUR Acknowledgement
Apart from the efforts made by the team, the success of this project depends largely on the encouragement and guidelines of many others. We take this opportunity to express our gratitude to the people who have been instrumental in the successful completion of this project. We would like to show our greatest appreciation to our Marketing teacher Prof. Somnath Chakabarty. We can‘t thank him enough for his tremendous support and help throughout the period of making of this project report. Without his encouragement and guidance this project would not have materialized. We are also thankful to all the retailers and consumers who answered and contributed in the survey conducted by the team. Without their constructive help this survey would not have been possible. Finally, we must mention that the continuous hard work put in by all the team members viz. Akshay Aggarwal, Ashok Kumar, Mayank Singh, Mohit Sharma, Saurabh Bhise proved vital for the success of the project and is responsible for the positive outcome.
Akshay Aggarwal Ashok Kumar Mayank Singh Saurabh Bhise Mohit Sharma
Specific problem to be investigated
• • • • Study the marketing strategy of Micromax Mobiles over the last two years. Comparative analysis with other players like Nokia, Samsung, lava, Maxx etc. Studying the brand image amongst consumers. Studying its transition from rural to urban India.
Objectives of the study
To Study the marketing strategy of Micromax mobiles. A new cell phone Company challenging Samsung India Electronics Pvt. Ltd and LG Electronics India Pvt. Ltd as one of the top three sellers of cellular phones in the country, overtaking rivals such as Motorola