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Micromax is a challenger brand in the highly competitive mobile handset
market. This Indian firm is shaking up the market dominated by MNCs.
Micromax was founded in 1991 by Rajesh Agarwal . Micromax in its
original avatar was a distributor of computer hardwares. In 1998, three
more people Sumit Arora, Rahul Sharma and Vikas Jain joined
Micromax as co-founders.The company branched out from a mere
distributor to a marketer of telecommunication equipments.
It was in 2008 that Micromax ventured into the mobile handset market.
The brand wanted to create a base before taking on the large players .
Hence as a go-to- market strategy, Micromax concentrated on the rural
market first. It was a different move altogether since most of the
marketers tend to concentrate on the urban markets then move to the
rural markets.
History
Software Computer Mobiles Wireless Data
design Peripherals Card
DUAL-SIM PHONES
July 2008: Rs 1,999-12,999 For those who want two numbers but one handset.
PHONE-CUM-REMOTE
May 2010: Rs 2,999 A mobile that can switch TV channels and even change the AC
temperature
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.
MOSQUITO-REPELLANT PHONE.
A mosquito-repellent phone. A phone that can be used as a computer mouse.
Micromax has a lot of ³firsts´ to its credit on their versatile product
portfolio. It was the first to introduce: Handsets with 30 days battery
backup, Handsets with Dual SIM / Dual Standby, Handsets Switching
Networks (GSM - CDMA), Aspirational Qwerty Keypad Handsets,
Operator Branded 3G Handsets, OMH CDMA Handsets, etc.
With a 360 degree advertising and marketing strategy sketched out, the
company has an optimistic outlook for the telecom consumer space.
Currently present in more than ÿ0,000 stores across the country, the
company plans to have an aggressive market incursion to reach out to
its customers through 70,000 operational stores in the coming year.
· That¶s why company has plan to raise money from stock market by way
of IPO. Company Micromax IPO, Forthcoming IPO 2011India¶s
biggest domestic mobile handset seller Micromax Informatics is
expected to go public early in 2011. The company filed its prospectus
late last month. The company is expecting to raise 426 crore through
the offer. The company will use 50 percent of the IPO proceeds to set
up a handset manufacturing plant in India while the rest would be spent
in areas such as marketing and expansion.
· Micromax, according to IDC, has a 8.1 percent market
share in India and is now valued at over X1 billion. JM
Financial, Citigroup, Edelweiss and Nomura are the
book running lead managers to the issue. For the year
ended March 2010, Micromax had sales of 1,600 crore
on selling over 70 lakh handsets, with a net profit of 200
crore, as against revenue and profit of 350 crore and 35
crore respectively for the previous year.
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· Leadership Through Quality.
· Standard Reporting with Informal Trust and
Freedom.
· Competitive Benchmarking.
· Proper Goal Setting.
· Technological Innovations.
There are three segments of handsets that it works with:
Micromax is well known brand in electronic Micromax ¶s late entry in Indian mobile
market. market.
Micromax is in both direct market as well as open
market in mobile segment.
Collaborations with Aircel, MTS (SSTL), Virgin Micromax has less service
mobile. centers,compared to other big players.
Large range of CDMA mobile product from 1K to
14K. Less investment in R&D as compared to
Strong National distribution channels. biggies like NOKIA,SAMSUNG.
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