Micromax Marketing Strategy

MARKETING STRATEGIES OF MICROMAX

The reason behind it getting so massive is the fact that the market strategy was upright. It has all the features that a customer desires in his/her phone at a very affordable price, whereas Samsung and nokia cost more. Micromax is able to do this by accompanying with other handset makers located in Japan China and Taiwan. In this way they save the cost of the phone by distributing the production of a specific phone

The Challenge: Seeming as a Chinese brand, Micromax was a preferred brand in the rural areas and for the same reasons was not considered desirable in the urban areas. To penetrate the urban markets, an image correction was required and a brand strategy needed to fade the memories of Nokia from the

• Place strategy – By placing the product in popular stores like Croma, The mobile store, Reliance Digital etc., high prominence was assured along with the competitive brands. Tie ups with local distributors for easy availability helped to tap the customers who did not visit the popular stores.

• Distribution strategy – For the B2C model, higher margins up to 15 per cent were offered to the dealers, which was higher than the industry average of 6 per cent to 10 per cent. And distributors were offered higher margins than what Nokia offered. This helped them infiltrate the market deeper into the urban markets. In B2B model, where corporate selling was involved, tie ups with major corporate houses saved the hug margins of the distributors and Micromax could provide the corporate companies a lesser price than the market. Thus, the target market of professionals was reached.

• Customer acquisition & retention – Provided better after-sales service and an extended warranty of 2 years, thereby gaining the trust of the customer. Exchange offers played a major role in customer retention and created a chain of transactions with the

With people’s faith increasing in the durability of their phones and a total of 30 new models to be launched before the end of the year, Micromax is just at the brink of toppling Samsung as the preferred smartphone supplier in the country. In the coming months, Samsung has to two choices: one, offer something revolutionary to suit the Indian buyer and win them over once again, two, mutely witness Micromax overtake them as the number one smartphone brand in the