stp of micromax
Positioning
Although all Micromax products were towards the lower end of the pricing spectrum, the brand was focusing on adding more features at a reasonable price. The focus was more on value than price. Innovation, Cost-Effective, Credible and an Insightful R&D are given high emphasis at Micromax in the telecom vertical.
Micromax based its value proposition out there, with extensive features vis-a-vis the big brands, of course with a low-price point with a target audience catering to the low-income groups and the rural households. It differentiated itself form its competitors on the basis of cost.
1. Using china as a manufacturing base: Micromax took pains to mark out those manufacturers in China who were working with global brands like Apple and Samsung. For instance FoxConn manufactures the handsets for Micromax too now. This has put Micromax in a better position to compete with other big brand by ensuring quality products.
2. Rural target market: The primary target for Micromax was the rural market, which it catered to by arming itself with a 30-day long battery phone and dual Sim phones. Both of them were a hit and that too at affordable prices. This entailed them with a market of their own. It’s not that other established players like Nokia or Samsung didn’t cater to this market. But Micromax was laced with more features, which the basic phones of these brands couldn’t offer. The rural population which chose features at lower cost over brand value, turned out to be a good start for micromax.
3. Early android adoption: When others were dishing out new operating software, or continuing with the old one (Nokia with Symbian), Micromax lapped up the opportunity of using Google’s Android. This helped them target the youth market in a better way. The aspiring youth, who couldn’t afford the high end Android devices, were targeted.
4. Product rollout: Where big international brand requires roughly 18 months for a similar product to go through the retail
Although all Micromax products were towards the lower end of the pricing spectrum, the brand was focusing on adding more features at a reasonable price. The focus was more on value than price. Innovation, Cost-Effective, Credible and an Insightful R&D are given high emphasis at Micromax in the telecom vertical.
Micromax based its value proposition out there, with extensive features vis-a-vis the big brands, of course with a low-price point with a target audience catering to the low-income groups and the rural households. It differentiated itself form its competitors on the basis of cost.
1. Using china as a manufacturing base: Micromax took pains to mark out those manufacturers in China who were working with global brands like Apple and Samsung. For instance FoxConn manufactures the handsets for Micromax too now. This has put Micromax in a better position to compete with other big brand by ensuring quality products.
2. Rural target market: The primary target for Micromax was the rural market, which it catered to by arming itself with a 30-day long battery phone and dual Sim phones. Both of them were a hit and that too at affordable prices. This entailed them with a market of their own. It’s not that other established players like Nokia or Samsung didn’t cater to this market. But Micromax was laced with more features, which the basic phones of these brands couldn’t offer. The rural population which chose features at lower cost over brand value, turned out to be a good start for micromax.
3. Early android adoption: When others were dishing out new operating software, or continuing with the old one (Nokia with Symbian), Micromax lapped up the opportunity of using Google’s Android. This helped them target the youth market in a better way. The aspiring youth, who couldn’t afford the high end Android devices, were targeted.
4. Product rollout: Where big international brand requires roughly 18 months for a similar product to go through the retail