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Strategy Objective

The Renewed/ Marketing Strategy of Mobile.

 Identify the best ‘P’ of Micromax.

 Future Business Model

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 MICROMAX

Product Category Electronic

Product Type Mobile Handsets

Brand Micromax

Model Mobile

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 From Our Struggle days…….
• Micromax History
• Industry Overview
• Marketing Mix
• STP
• Proposed Business Model

To only 2 years in the market with 40,000 Stores….& are the

3rd Largest ‘Handset Vendor’… and the Quest for 2nd Rank !

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 Rajesh Agarwal
---Manages finances

Sumeet Arora
-- Chief Technology
officer

Vikas Jain
--Business Head

Rahul Sharma
-- Risk taker with Ideas.

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 MicroMax
History
Software Computer Mobiles Wireless Data
design Peripherals Card

Developing Printer X1i USB drive,

Software to Monitor C200 Fixed Wireless
various industry scanner Q5 Drive,
Bling Data Cards
X600
X800

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 • The Mobile Phone Market in India is worth
130 million handsets annually.
• While 70% market share is taken by:
• Nokia
• Samsung
• Sony Ericsson
• Motorola & LG

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 Market Share
• Micromax is currently the third-largest GSM vendor in the
Indian market,

• A share of 8.1%, perhaps just a few marks behind Samsung

• Samsung at the second position has 10.4% control, as per

market reports.

• Nokia with 52.7% share is the number 1 vendor

• Source : Forbes India, 27 Feb. 2010

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 • 30-DAY BATTERY PHONES
April 2008: Rs 2,249; Now: Rs 1,999 The X1i, Micromax’s first phone, had a battery that could give 17 hours
of talk time and go 30 days on a single charge.

• DUAL-SIM PHONES
July 2008: Rs 1,999-12,999 For those who want two numbers but one handset.

• PHONE-CUM-STEREO
Feb 2010: Rs 4,999 With 3D surround sound, fed by Yamaha and Wolfson

• BLING
Feb 2010: Rs 5,500 A big hit with women, comes with Swarovski embellishments.

• PHONE-CUM-REMOTE
May 2010: Rs 2,999 A mobile that can switch TV channels and even change the AC temperature

• IN THE WORKS
A phone that can be used as a computer mouse.

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 PRODUCT STRATEGY
• Micromax deliberately made an attempt to tap the Rural interiors of the
country, since this is THE segment, where the larger pie of the cake share
is….and at an affordable price.

• The limited supply of electricity was a big roadblock to the growth.. And
there evolved the Technology o.. which led to guarantee 30-day stand-by
Battery (No other handset to compete)

• To cater to the wants of the customers to carry two handsets (to make
most of the existing on-going tariff wars amongst service operators),
Micromax started offering Dual SIM phones. Infact, existing product line
consists of 27 phones, out of which 23 are Dual SIM.

• A clear differentiation was a significant factor that aided the significant

growth of Micromax brand in Indian market.

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 Lots of Firsts to Credit……..
In the versatile product portfolio…….

 Handsets with 30 days battery backup,

 Handsets with Dual SIM / Dual Standby,
 Handsets Switching Networks (GSM - CDMA) using gravity sensors,
 Aspirational Qwerty Keypad Handsets,
 Operator Branded 3G Handsets,
 Changing the phase of entry level

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 1st handset X1i
An idea whose time has come was waiting there all
along…

Many ideas poured in during the umpteen brainstorming sessions that the four
conducted amongst themselves. Finally, they decided to marry mobile handsets and
rural and price-sensitive India.

Thus, the company’s first phone (the X1i in the pic priced only @ ` 2150/-), was born in
an environment that would transform into what would be proudly called the second-
largest mobile market in the world, next only to US, with about 10-12 million subscribers
being added every month.

And now the Company has 23 Domestic Offices coupled with International Offices in
USA, Hongkong, Dubai etc with 40,000 Stores operational & is being aggressive to reach
70,000 Stores

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 Price

• Entry level is priced between Rs.1800/

• High tech phone’s range starts from Rs.4,500/-

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 DISTRIBUTION STRATEGY

• High margins to Channel Partners

• More Commission to those Partners who were
willing to stock-up its products.
• Cash discount for advance payments
• Extensive dealer network

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 Our PR Strategy…
The brand was one of the big spenders in the
latest edition of IPL .

Micromax has centered much of its brand

building exercise around cricket.

Micromax has taken up the title sponsorship for

the entire Indian cricketing season from May
2010

The ads are for individual products highlighting

the product features and USPs.

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 BRAND BUILDING INITIATIVES
• Micromax, has shelled out a whopping Rs 100 crore for its brand
building initiative. It is targeting a wide base of new and existing
subscribers, using a 360 degree media approach via multiple
platforms.
• It has allotted Rs 60 crore for ATL (above the line) advertising, of
which print will take the maximum share, followed by TV and radio.
Another Rs 40 crore will go into the BTL (below-the-line) initiatives.
The communication has been launched in the beginning of 2010.
• In 2009, the campaign was mostly product centric but this year, the
efforts will be to create a brand that is aspired by all. Consumers
have already experienced Micromax as a handset. Now, it is time for
the consumers to remember ‘MICROMAX’ the brand.

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 STP

Rural Sector The Urban Youth

High Profile Users

…………………..
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 Proposed Business Model

Promotions

Tie up with Service Provider’s.

To develop High end product.

Try to change the brand image from value for money to

status symbol

Acquisition or Merger

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 Promotions
Audio Visual Strategies (Content)

-10th Class Students to Graduation College Students

We intend to highlight the existing need of the Cell - phone usage

as a “need” & not “Luxury” since this segment thrives with Parental
involvement & lots of concerns & wrinkled foreheads amongst them
due to the high frequency of their Children being traveling to-n-fro
from college to tuition classes or for Competitive Exams.
-Hence, we strongly feel the reality to be presented to the Segment.
In-addition, its also plays a significant role of communication with the
rising unpredictable scenario’s on the rise..

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 Promotions ( Contd)
Audio Visual Strategies (Content)

With the Student Fraternity, we intend to boomerang the segment

with customized strategy of presenting your ID card to the ‘’Outlet
listed near your college’ (no hassle of running near your homes)
and avail of the ‘’x % discount’’
And extended to the All levels of Faculty of the college/school

Women Segment

-While there is no gender bias.. But Women at all ages are on the
higher %age of cellphone usage in the way of a Worried Daughter,
Girlfriend, Wife, Parent…

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 Tie up with Service Provider’s.
• Tie-up with Service Provider’s is essentially to
make a ‘one-stop shop’ to effect the 1st time
Users with Phone + Best Service Provider
concept and with freebies & discount in the
offing.

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 Luxury Hand-set
We aren’t alien to Cosmopolitan
Segment either..
Hence there is Q55 Bling the limited IIFA
edition & also the Swaroskvi Elements
launched by Twinkle khanna with line ‘it
Twinkles’

With this, we intend to bring a wave of

change amongst the Gen X with apps like
Twitter, Facebook and all social
networking sites with extravagant
features for the Who-is-who in the
Industry…….

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 And Our Quest continues to become
the…..

1st Indian to Win the Silver in

this Telecom Marathon……..
Micromax nothing like anything ……!!!!

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