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Micromax is an Indian consumer electronics company located in

Gurgaon, Haryana, India.
Micromax started as an IT software company in the year 2000
working on embedded platforms.
Micromax is the 12th largest handset manufacturer in the World
(According to Global Handset Vendor Market share report from
Strategy Analytics).
Micromax has become Indias 3rd largest mobile brand in a short
span of 5 years.
Founder (S) :-
Rahul Sharma Rajesh Agarwal
Sumeet Arora Vikas Jain

CEO :- Deepak Mehrotra
Micromax today is a fast growing and emerging leader in the
mobile and consumer electronics space in India.
Entered mobile handset business in 2008 and in a short span
of two years became one of the largest Indian domestic mobile
handsets company by offering unique affordable innovations.



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Micromax has global business presence spread across Hong Kong,
Bangladesh, Nepal, Sri-Lanka, Maldives, UAE, Kingdom of Saudi Arabia,
Kuwait, Qatar, Oman, Afghanistan and Brazil.
Micromax has been making handsets through contract manufacturers in
China, Taiwan and other countries.
It has also setup its own manufacturing unit in India in the state of
Himachal Pradesh.
The company works with reputed chip makers including Mediatek, MStar
(now merged with Meditek), and Qualcomm.

Some of the industry firsts Innovative devices launched by Micromax since
inception
are:
First Long Battery Life Phone with 30 days battery back up
X1i Marathon Battery phone with 30 days standby time & 17 days Talk time
First Universal Remote Control Phone
X235 With Universal Remote Control for TV, DVD, AC in your phone
First Dual SIM Dual mode active Phone (GSM+CDMA)
Micromax GC700 is the first GSM + CDMA Mobile phone

First Superfone with Gesture Control
Created a new category called Superfone with Gesture Control, powered
with 1GHz dual core NVIDIA Tegra 2 Processor
First Womens Line of Devices
Q55 Bling phone- First womens phone with a swivel form and Swarovski
navigation keys
Micromax has been focused in earlier stages in rural
areas with feature phones because when we consider
Indian market major population lies on rural area which is
an huge market by itself. But know we can see change of
strategy by moving towards Smartphone's which have
great response over the entire Indian market. As per
records of 2013, Micromax Smartphones is second best
selling there after Samsung, in India.

Breaking out to Smartphone's from Featured phones
When there are about 650 million mobile users in India, only
12 per cent of them are Smartphone users. So the headroom to grow
is tremendous.

Focusing the youth
Younger generation are so fascinated towards Smartphone's.
They depend more on it, rather than PC for all their works.

SWOT
ANalysis

Launching of new products in market frequently.
Innovative & Featured products.
Low selling price of products.
Effective promotion campaigns
Most phones are Dual/Triple sim phones

Low brand Image
Lack of quality in products
Poor service after sales support
Misunderstanding has an Chinese brand

Increasing growth rate selling of Smartphone's in Indian
market.
Entry into more international markets .
Low-end phones market has becoming very compettive.

High competition from local & international players
Eg:- Samsung, Nokia, Karbonn
Entries of new players
Eg:- Celkon, Maxx
Low price phones from well known players


Low-Medium range basic phones
Low-Medium range Smartphones
Segment
Low income consumers
Youth
Target
Replacing bigger players like Samsung, Nokia
through low-end phone market

Positioning
Channel 1:
Micromax
Company
Distributers
(1500)
Retailers
(100000)
Customers
Channel 2:
Company E-Store
Customers

www.micromaxestore.com
Channel 3:
Company Online stores Customers
Flipkart, Snapdeal, Shoppingindia
Competitors
Samsung
Nokia
Sony
i-Phone
LG
Karbonn
Lava
Maxx
Spice
Celkon
Lennova
i-ball
Dell
Blackberry
HTC
GFive
Huawei
Product Diversifications
From basic phones they move towards smarthphones. Now they
are moving froward with variety of products. Such as
Funbooks (Tablets)
Data Cards
LED TV
Home Theatres

Lets see one of Interesting
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