08-Oct-2012 Micromax Mobile
Submitted to: Mrs.Priya Bhagwat
SubmittedBy: Azhar A Talgharkar BMS (2nd Year)
KEY PEOPLES
Rahul Sharma
( Managing Director/Co-Founder Micromax Mobile )
Vikash Jain
( Bussiness Director Micromax Informatics )
Deepak Mehrotra
( Chief Executive Officer )
Website: www.micromaxinfo.com
Introduction: Company- Micromax Founded- 2OO8 Headquarter- Gurgaon Haryana (India) Product- Mobile Brands- Q1,Q2,Q5,Q7 and Others Market Share- 6% Key Peoples- Rahul Sharma, Vikas Jain, Deepak Mehrotra.
Micromax as a „Brand? in the Media:
“Micromax challenges Samsung, LG in mobile phone stakes”. The news further elaborates that Citigroup Global Markets Inc. has confirmed Jain’s assertion in a 3 February report, which said Micromax had a 10% market share, putting it at No. 3 behind Nokia and Samsung, which had 12-13%. The success of Micromax prompted US private equity group TA Associates to buy “less than 20%” of the firm for around $45 million (Rs210 crore today) in December, valuing it above $225 million and indicating confidence in its growth potential. Jain estimated that the firm will close the fiscal with sales at around Rs1,500 crore.The Brand Micromax has now started gaining acceptability not only with the consumers but also with the images, which now has started portraying it with a positive image. Whereas increased consumer sales support the acceptance among the consumes, following quoted are some extracts from the news reports that show that media is also looking up to this brand.
Product Differentiation:
So, as listed Micromax has been quite effective in the marking a difference with almost every product that it launched. The range that they have covered varies quite a large variety. Right from the handsets with 30 days battery backup, dual SIM, handsets switching networks (GSM - CDMA) using gravity sensors, aspirational QWERTY keypad handsets to operator branded 3G handsets to the most exciting OMH CDMA Handsets, etc. Every product of Micromax had the potential to grab the attention of media as well as the consumers in a A recent Economic Times report market which is already flooded with mobile phone handsets and a launch is there in every day or two.
Conclusion:
Micromax is a very innovative company as it launches mobile phones with very uniqueand innovative features. It has utilized events and experience as part of their communication strategy to enhancethe recall rate and awareness level. Its advertisement campaign was oriented to the rural market than the urban. It take a right decision to sign Akshay kumar to endorse their brand as this will help themto create brand equity. It does not make very creative advertisements; they simply narrate the features of the phone. They have planed to spent a huge amount of Rs. 100 crore on advertisement and promotions.
Recommendations:
Now they have achieved a good market share, so now their advertisement shouldfocus on brand building.
They don`t develop very creative advertisements, sometimes their advertisementsare mere noises like the advertisement featuring Akshay kumar. They must addcreativity to their advertisements.
The tag line is very confusing; a new tag line which can be understood easilymust be incorporated.
The brand's promotions, although heavy, is a big let down. Some of thecampaigns are good but most are below par. For example, the Micromax Face book ad .hence quality of the advertisement must be improved.
There is a risk of the brand perceived not as an aspirational brand but a ordinary price warrior if it does not focus on the quality of the communication.
Micromax would do well if it could bring in some class in their campaigns.
Micromax as a brand should be developed focusing on the core brand values likeinnovation and value orientation.
When the product range widens, it may not be practical to sustain individualcampaigns. So it is time for Micromax to position the Family Brand and develop a brand identity.
doc_590529642.docx
Submitted to: Mrs.Priya Bhagwat
SubmittedBy: Azhar A Talgharkar BMS (2nd Year)
KEY PEOPLES
Rahul Sharma
( Managing Director/Co-Founder Micromax Mobile )
Vikash Jain
( Bussiness Director Micromax Informatics )
Deepak Mehrotra
( Chief Executive Officer )
Website: www.micromaxinfo.com
Introduction: Company- Micromax Founded- 2OO8 Headquarter- Gurgaon Haryana (India) Product- Mobile Brands- Q1,Q2,Q5,Q7 and Others Market Share- 6% Key Peoples- Rahul Sharma, Vikas Jain, Deepak Mehrotra.
Micromax as a „Brand? in the Media:
“Micromax challenges Samsung, LG in mobile phone stakes”. The news further elaborates that Citigroup Global Markets Inc. has confirmed Jain’s assertion in a 3 February report, which said Micromax had a 10% market share, putting it at No. 3 behind Nokia and Samsung, which had 12-13%. The success of Micromax prompted US private equity group TA Associates to buy “less than 20%” of the firm for around $45 million (Rs210 crore today) in December, valuing it above $225 million and indicating confidence in its growth potential. Jain estimated that the firm will close the fiscal with sales at around Rs1,500 crore.The Brand Micromax has now started gaining acceptability not only with the consumers but also with the images, which now has started portraying it with a positive image. Whereas increased consumer sales support the acceptance among the consumes, following quoted are some extracts from the news reports that show that media is also looking up to this brand.
Product Differentiation:
So, as listed Micromax has been quite effective in the marking a difference with almost every product that it launched. The range that they have covered varies quite a large variety. Right from the handsets with 30 days battery backup, dual SIM, handsets switching networks (GSM - CDMA) using gravity sensors, aspirational QWERTY keypad handsets to operator branded 3G handsets to the most exciting OMH CDMA Handsets, etc. Every product of Micromax had the potential to grab the attention of media as well as the consumers in a A recent Economic Times report market which is already flooded with mobile phone handsets and a launch is there in every day or two.
Conclusion:
Micromax is a very innovative company as it launches mobile phones with very uniqueand innovative features. It has utilized events and experience as part of their communication strategy to enhancethe recall rate and awareness level. Its advertisement campaign was oriented to the rural market than the urban. It take a right decision to sign Akshay kumar to endorse their brand as this will help themto create brand equity. It does not make very creative advertisements; they simply narrate the features of the phone. They have planed to spent a huge amount of Rs. 100 crore on advertisement and promotions.
Recommendations:
Now they have achieved a good market share, so now their advertisement shouldfocus on brand building.
They don`t develop very creative advertisements, sometimes their advertisementsare mere noises like the advertisement featuring Akshay kumar. They must addcreativity to their advertisements.
The tag line is very confusing; a new tag line which can be understood easilymust be incorporated.
The brand's promotions, although heavy, is a big let down. Some of thecampaigns are good but most are below par. For example, the Micromax Face book ad .hence quality of the advertisement must be improved.
There is a risk of the brand perceived not as an aspirational brand but a ordinary price warrior if it does not focus on the quality of the communication.
Micromax would do well if it could bring in some class in their campaigns.
Micromax as a brand should be developed focusing on the core brand values likeinnovation and value orientation.
When the product range widens, it may not be practical to sustain individualcampaigns. So it is time for Micromax to position the Family Brand and develop a brand identity.
doc_590529642.docx