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Submitted byROMIL ZATAKIA SATISH BIDLAN NISHANT SMBA 11 ROLL NO.

24,20 & 19

Introduction
4

Ps of Marketing Segmentation & Targeting of the Product Conclusion Analysis Some Strategies Acknowledgment

Micromax Founders : Rajesh Agarwal: handles company finances Sumeet Arora: chief technology officer Vikas jain: handles alliances with other companies Rahul Sharma: risk taker with the big idea

Micromax

Nothing Like Anything. Micromax is the largest Indian domestic mobile handsets company. Third Largest mobile handset seller in India as at March 31, 2010. With a market share of about 10%, we are a close second to Samsung. Micromax is Unique and Innovative Brand.

It

was the first to introduce 1. Handsets with 30 days battery backup 2. Handsets with Dual SIM / Dual Standby 3. Handsets Switching Networks (GSM CDMA) using gravity sensors 4. Aspirational Qwerty Keypad Handsets 5. Operator Branded 3G Handsets 6. OMH CDMA Handsets, etc.

PRODUCT
PRICE PLACE(Distribution) PROMOTION

Qwerty Multimedia - Q1 - H360 - Q2 - E360 (c.s) - Q2+ - X235 - Q3 - X250 - Q5c - X260 - Q5fb - X360 - Q50 - X500 - Q55 - X505 - Q6 - Q7 - Q75

Marathon Battery - X1i+ - X2i+

CDMA - C2i - C350

GSM + CDMA - GC256 - GC275 - GC360 - GC400

Others - G4 - W900 - X100 - X111 - X118 - X215 - X220 - X330 - X510 - X550 - X600

Every

product had the potential to grab the attention. Every products are unique in features. Product for Rural market like 30 day battery backup. Product with dual sim for people who like to juggle the cheapest tariffs. Product with motion censor for Gaming. OMH CDMA Handset with 3G.

PRICE HIGH HIGH

MEDIUM High Value

LOW Super Value

Premium

Q U A L I T Y

MEDIUM

Over Charging

Medium Value

Good Value

Rip - Off

False Economy

LOW

Economy

P P R R O

I
C E

M
O T

I
O N

Micromax Mobiles are distributed successfully all over the country. 23 Domestic offices across country International offices in Hong Kong, USA, Dubai and now in Nepal. Seven Rules for Distribution:

Select distributors. Don't let them select you. Look for distributors capable of developing markets, rather than those with a few obvious customer contacts. Treat the local distributors as long-term partners, not temporary market-entry vehicles. Support market entry by committing money, managers, and proven marketing ideas.

Cont
From the start, maintain control over marketing strategy. Make sure distributors provide you with detailed market and financial performance data. Build links among national distributors at the earliest opportunity.

Micromax

mobile has signed the Bollywood stunt man Akshay Kumar as a brand ambassador for the promotion of the product. Fly to Brazil contest. 60% in ATL and 40% in BTL promotional activities. Sponsored Cricket Events. Social Networking Sites.

SEGMENTATION
TARGETING POSITIONING

I.

Geographic Segmentation
Metro Cities Towns Villages

II.

Demographic Segmentation
Gender Income

III.

Psychographic Segmentation
Social class

Differentiated

Marketing..DIFFRENT PRODUCT FOR DIFFERENT MARKET SEGMENTS. Micromax X1i+ 30 days stand by battery mobile especially for rural markets. Micromax Q55 Bling Mobile for Females.

Differentiated

Marketing..DIFFRENT PRODUCT FOR DIFFERENT MARKET SEGMENTS.


Corporate People Urban People College Students Rural People

Philosophy

of making handsets that address specific user needs and are also affordable. Low Price, Hi-Tech Features. Unique & Innovative Products.

High

Income Group of people do not buy this product. Brand Stickiness is Missing.

We

can target High Income Group by coming out with Hi-Tech Professional Business Handsets. We have expanded our business in other countries like Sri Lanka, Nepal, Bangladesh, etc.

Market

Leaders like Nokia & Samsung. Whether customers will buy Micromax again? It may be still considered as Cheap Brand.

Targeting

college students and showing them DEMO of our products. Free Mobile Service for a year and 1 year extra warranty*. Customize Body. Opening up our own Micromax Services at core locations in cities. Providing Micromax Customers with help line nos. so that they can call and fix their problem. Road Block Campaigns.