An eye view

INTRODUCTION
Micromax is an Indian consumer electronics company .
It is a private limited company.
12th largest mobile handset manufacturer in the World.
Micromax started its journey as a software company
since 1999, located in Gurgaon, Haryana, India.
In 2008, it entered mobile handset business.
It has become The largest Indian domestic mobile
handsets company in 2010.

working place of micromax

Micromax is one of the leading Indian Telecom
Company.23 domestic offices across the
country and international offices in Hong
Kong, it has around 1900 employees.

Revenue

US$ 626 million (2012)

Founders of Micromax
Rahul
sharma

Vikash jain
Rajesh
agarwal
Sumeet
Arora

KEY PEOPLE
(CEO) Deepak Mehrotra
(CMO) Shubhodip pal
(Smart phone business head) Ajay Sharma
(Feature phone business head) Khaja
muzafarullah
(International business head) Amit mathur

 Product of the company

Tablets

LED televisions

Data card

mobiles

 30 DAYS, battery backup mobile, add Micromax states,

Percentage of market share

Micromax sells around 1.3 million mobiles handsets
every month, with a presence in more than 500
districts through 100,000 retail outlets in India.

Micromax entered in tablet

industry
o Launched funbook on April 3, 2012, an android 4.0
ice cream sandwich tablet with 7- inch capacitive
display.
o Micromax has launched the Canvas Tab P650
Android tablet. Making it the first tablet in
the canvas series.
o Tablet market with a share of 18.4 per cent, ahead
of veterans Samsung and Apple.

Micromax in TV market
Micromax come in television market with
the launch of LED TV 24-inch to 55-inch
range.
Micromax has set up a one lakh square
feet manufacturing.
It has production capacity of 2,000 LED per
day.
Led TV of 24 inch from micromax market
price 15,990 and full HD smart TV 55
inch 1,29,990 .

Strengths
1. Low cost of production.
2. handsets up to 30 days long battery
backup in mobile handset.
3. It has provide full HD/3D display in TV
and mobile.
4. Aspirational qwerty keypad handset.
5. Operating 3G handsets in segment.

Weakness
Micromax has still not been able to
establish itself well in the urban market.
Micromax has a manufacturing unit set
up in china which has sink the name of
micromax.
Total turnover is less than Samsung.
It has much not good brand value the
customer mind as its competitors have.

opportunity
Since Micromax has not yet entered urban
market, it has a very huge opportunity to
establish itself in urban market.
Micromax has capacity to make
production at global stage. it establishes
itself in the domestic market.
It should entered in laptop/computer
market.

Threats
Micromax faces a tough competition
from these players Samsung, Sony etc.
Micromaxs business model has been
replicated by many new players which
again pose a threat to Micromax.
Customer assumes its product as china
product.

Strategies
Currently Micromax is dominating the rural market.
They are basically catering to the need of the
customers of the rural area.
Its market strategy is to improve the visibility in the
urban markets also building brand image.
low-cost QWERTY phones, universal remote control
and gaming phones. it is coming out with new models,
Its Strategy focuses on innovating, designing and
using the latest technologies to develop products at
affordable prices.

OBJECTIVES
1. Focus on urban market specially youth 18-25 years
2. As smart phone is going to be the future of mobile
market, Micromax has started focusing on smart
phones as well as tablets
3. On capturing major share of urban youth market, for
next two years Micromax needs to focus on urban
market at large
4. Focus on expand to international markets and enter
into neighboring Indian countries, south African
countries etc.
5. Micromax aims to be a company with a double digit
market share by 2014,

Comparison between micromax & samsung

Financial view
on March 31, 2013, the Micromax logged in a
record Rs 3,168 crore in sales revenues for the
financial year 2012-13
Rahul sharma threw in a fresh target - Rs 2,000
crore revenues in a quarter, in FY 2013-14.

BRAND AMBESDER
OF MICROMAX
Akshay
Kumar