Micromax Marketing Strategy
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Marketing Project
BM 2010-2012
Group 9
Product – Micromax Mobile
CONTENTS
a. Objectives
i. Corporate Objective.........................................................................................3
ii. Marketing objective
1. Volumes & Profits...............................................................................4
2. Time frame.........................................................................................4
3. Customer Retention...........................................................................4
4. Intermediary Retention......................................................................4
b. Situation Analysis
i. Product Definition...........................................................................................5
ii. Competitor Definition.....................................................................................6
iii. Category Analyses
1. Aggregate Market Factors
a) Growth..................................................................................7
b) Stages in Product Lifecycle....................................................8
c) Sales cyclicity and seasonality...............................................10
d) Profits....................................................................................10
2. Category Factors
a) Threats of new entrants........................................................10
b) Bargaining power of suppliers...............................................11
c) Bargaining power of buyers...................................................11
d) Pressures from substitutes....................................................11
e) Category
Marketing Project
BM 2010-2012
Group 9
Product – Micromax Mobile
CONTENTS
a. Objectives
i. Corporate Objective.........................................................................................3
ii. Marketing objective
1. Volumes & Profits...............................................................................4
2. Time frame.........................................................................................4
3. Customer Retention...........................................................................4
4. Intermediary Retention......................................................................4
b. Situation Analysis
i. Product Definition...........................................................................................5
ii. Competitor Definition.....................................................................................6
iii. Category Analyses
1. Aggregate Market Factors
a) Growth..................................................................................7
b) Stages in Product Lifecycle....................................................8
c) Sales cyclicity and seasonality...............................................10
d) Profits....................................................................................10
2. Category Factors
a) Threats of new entrants........................................................10
b) Bargaining power of suppliers...............................................11
c) Bargaining power of buyers...................................................11
d) Pressures from substitutes....................................................11
e) Category
References: 1. Phase 1 (1998 - 2003): With new tariff orders issued and TRAI being created in 1998, the actual growth started in this phase. 2. Phase 2 (2003 - 2005): Sustained increase in tele-density is seen during this phase. Interestingly, the growth rate of 2% is greater than total growth rate of 1.92% of previous 50 years. 3. Phase 3 (2003 - 2007): According to TRAI data, with growth rate of more than 4.5%, the tele-density increased to 14%.