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7 P’ S OF MICROMAX INFORMATICS

BY AKSHAY KALRA BBA4514/09

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Type : Public

Industry : Telecommunications

Founded : 1991

Head Quarters: Micromax House , 697,Udyog Vihar Phase-V Gurgaon, Haryana, Delhi

Area Served : Worlwide

Key People : Rahul Sharma (MD/co-founder of Micromax Mobile),

Vikash Jain (Business Director Micromax Informatics)

Deepak Mehrotra (CEO)

Products : Mobile Phones, Smart Phones, Gravity Phones, Data Cards

Revenue : INR2289 crore as on March 2011

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ABOUT MICROMAX

MICROMAX, IS THE 12th LARGEST HANDSET MANUFACTURER IN THE WORLD, ACCORDING TO THE GLOBAL HANDSET VENDOR MARKET SHARE REPORT FROM STRATEGY ANALYTICS

Our Strategy focuses on innovating, designing and using the latest technologies to develop products at affordable price.

They are present across 14 locations, including Hong Kong, Bangladesh, Nepal, Sri-Lanka, UAE, Kingdom of Saudi Arabia, Kuwait ,Qatar ,Oman , Afghanistan and Brazil.

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VISION Micromax India's Vision entails helping people improve the

quality of their lives by providing them with superior quality, state-of-the-art technology products at the right time and the right price.

MISSION MICROMAX has continually refined its mission statement to

respond both to change in itself and in the world: "Economic contribution to the nation," "Priority to human resources," "Pursuit of rationalism."

Each slogan represents significant moments in MICROMAX's history, reflecting different stages of the company's growth from a domestic industrial leader into a global consumer electronics powerhouse.

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The mobile handset market in India is one of the fastest growing markets which have been primarily dominated by multinationals like Nokia, Samsung etc. However, there is an Indian player – Micromax Mobile in the horizons which has been rising fast and is posing stiff challenge to the big players in the market

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MARKETING MIX

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MARKETING MIX The tools available to a business to gain the

reaction it is seeking from its target market in relation to its marketing objectives

7Ps – Price, Product, Promotion, Place, People, Process, Physical Environment

Traditional 4Ps extended to encompass growth of service industry

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PRICE

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PRICE Micromax specialized in entry-level and mid-segment

handsets priced between Rs1,800 and Rs2,400 when it started selling the devices in 2008, confining itself to small towns and rural areas in the first 12-18 months.

  Encouraged by its success, the firm expanded to larger

cities and now has a distribution network of 55,000 retailers, which it plans to scale up to 70,000 by the end of March as part of its strategy to raise sales to 1.5 million handsets a month.

Micromax Starts its Range from Rs 1000- Rs 13000

Micromax Forced other Handsets providers to think about the Pricing Strategies.

Price list of some of the Micromax Phones in India :

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H360 Rs. 5500/- GC700 Rs. 11900/- W900 Rs. 7900/-

Q1 Rs. 2400/- Q2 Rs. 2900/- X113 Rs. 2399/-

G4 Gamolution Rs. 4600/-

Q3 (Ezpad) Rs. 3600/- X1U Rs. 2598/-

C112 CDMA Rs. 1600/- Q5 Rs. 4390/- X211 Rs. 2750/-

C2i CDMA Rs. 2600/- Q55 bling Rs. 5500/- X215 Rs. 2900/-

GC255 Rs. 4500/- X225 Rs. 3399/- X220 Rs. 2300/

X250 Rs. 3250/- X260 Rs. 3500/- X280 Rs. 3999/-

X1i Rs. 2299/- X555 Rs. 7499/- X511 Rs. 6499/-

X2i Rs. 2350/- X310 Rs. 4099/- X800 Rs. 15000/

PRODUCT

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PRODUCT 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. This led to guarantee 30-day stand-by Battery.

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.

Micromax also offers a service which is not offered by other handset providers like Nokia, Samsung - “ REPLACEMENT WITHIN 10 DAYS IF ANY PROBLEM OCCURS “

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MICROMAX WAS THE FIRST ONE TO PROVIDE

30-DAY BATTERY PHONES

DUAL-SIM PHONES - For those who want two numbers but one handset.

PHONE-CUM-STEREO - With 3D surround sound, fed by Yamaha and Wolfson

PHONE-CUM-REMOTE- 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

PROMOTION

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PROMOTION With a 360 degree advertising (media, internet, TV and print media) and marketing

strategy sketched out, the company has an optimistic outlook for the telecom consumer space.

After building a strong presence in the rural market, where the prominence of both subscribers and operators is rapidly increasing, Micromax’ is now progressively moving towards establishing its foothold in the competitive urban towns as well.

In the year 2008, after delivering upon the technology of fixed wireless-powering desired products, the company forayed into one of the most predominant genres of telecommunication – Mobile handsets.

Today Micromax has become a brand which people relate and look up to for realizing their individual device preferences and other out-of-the-box solutions.

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’ MICROMAX SPONSORS THE BIGGEST CRICKET CHAMPIONSHIP IN ASIA ‘ASIA CUP 2012

Bags title sponsorship for Asia Cup 2012 for the second consecutive year.

Nimbus Sport and Micromax has entered into an agreement and the event will be now titled as Micromax Asia Cup 2012.

Asia Cup is one of the World's premier cricketing events which feature the top four cricket teams of the continent (India, Pakistan, Sri Lanka and Bangladesh) battling to secure the title of Champions of Asia.

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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 

PLACE

PLACE Micromax is one of the leading Indian Telecom Companies with 23 domestic

offices across the country and international offices in Hong Kong, USA, Dubai and now in Nepal with 40,000 stores operations and is planning to reach 70,000 in coming years

Micromax has 25 store in Delhi and over 450 Stores in INDIA .

Micromax is also available at leading mobile stores

Micromax now using three tier distribution channel

| Manufacture |-----To----| Wholsaler |-----To----| Retailor |-----To----| Customer |

PEOPLE

PEOPLE

There are 3 Personnel employed at every Store

Two Promoters One Supervisor

They have to undergo a Training period of 2 weeks

PEOPLE

Supervisor

Senior

Promoter

Promoter

PROCESS

PROCESS

Customer Enters the

Store

Promoter Attends The Customer

Customer Tells the Range

Promoter Shows the

Models Under that

Range

Customer Check the

requirement in phone

If Customer get satisfied with model

he/she plans to purchase

it

Phone is transferred to Senior Promoter

Billing is

done

Customer Pays the Bill

and Exits the Store

PHYSICAL EVIDENCE

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LOGO

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MICROMAX UNVEILS ITS NEW BRAND LOGO The new logo was revealed at the Micromax Asia Cup 2012, during

the India vs. Pakistan match on Sunday, March 18, 2012.

The punch logo has been developed through an extensive crowd sourcing exercise undertaken by Micromax, in association with Talent house India, inviting participants to submit their version of the logo.

“Today, as we expand, this new brand logo gives us the opportunity to present a single, powerful and unified face to our customers around the world. It was tough to choose one amongst 2500 entries but we all decided that the Punch logo is a true reflection of the Micromax brand which is young, innovative, dynamic, bold, extrovert and fun”, said Pratik Seal, Head- Marketing, Micromax.

Eric Atkins of USA announced as the winner for ‘ Creative hunt to revamp logo’ contest . Winner to be awarded with a MacBook Pro and recognition on the Company’s website

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DRESS OUTLET