NOTHING LIKE ANYTHING

By

Lakshmi JyothiK.Shanti PriyaMeryl VincentRonaq GarwaSushma.YManohitha K.S

NOTHING LIKE ANYTHING !

Out-Towner to Ring-Leader !

INTRODUCTION Micromax Informatics limited ------

Micromax Mobiles !

“ Authorized China Mobile “------ Market leader ! ( 16.69% ).

Large-scale adoption of advanced technologies.

Best quality at low price Innovationa. 30 day battery backupb. Universal remote control c. Dual simd. Gesture controle. Women line of device

KEY TAKE-AWAYS

Appeal to first time users

Getting over cheap phone tag

Consistency in producing low priced phones

SWOTStrengths: Low cost smart phones Innovative features Market leader Wide range of phones Hugh Jackman

Weakness: Local brand perception Poor customer service

Opportunities: Low end mobile phone market has

become very competitive Usage of cheaper smart phones has

increased People moving from basic phones to

smart phones

Threats: Competition from bigger brands Competition from local brands

BRAND VARIABLES

1. Age 7. Logo

2. Annual Income 8. Innovation

3. Looks 9. Status

4. Brand Importance 10. Brand Acceptance

5. Price 11. Willingness to Pay

6. Smartphone Tag 12. Choice of Brand

FOCUS GROUP DISCUSSIONS

Groups selected 1. Middle Income 2. Hostellers and students 3. Tech savvy 4. First time users 5. Rural Market 6. Senior Citizens 7. Retailers

EQUITY

MODEL

IDENTIFICATION OF COMPETITION The major brands competing with

Micromax are:-

Samsung

LG

Xolo

Sony

EVALUATION Micromax 1.xlsx

MICROMAX.xlsx

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