Swot Analysis Of Micromax

Target audience
Target Market Segment A
Micromax during its nascent stages targeted rural but aspirational India. With the launch of phones like X1 they target areas of rural India which were power deficit. There whole marketing strategy was surrounding the fact that 30 days battery backup.
Target Market Segment B
The second segment that Micromax focused upon was urban female population. Micromax launched its Bling series to target this segment.
Target Market Segment C
Micromax has targeted the urban working population with its Bolt series and Canvas series. These handsets are priced lower than the main competitor products. In the same price range, Micromax handsets exhibit more features than its major competitors.
Traditional Ways of Promoting

The blue ocean strategy states that there are two kinds of marketplaces, one is a red ocean where all the sharks compete mercilessly for the action. In red oceans, industry boundaries are defined and accepted, and the competitive rules of the game are well understood. Here, companies try to outperform their rivals in order to grab a greater share of existing demand. As the space gets more and more crowded, prospects for profits and growth are reduced. Products turn into commodities, and increasing competition turns the water bloody. Blue oceans denote all the industries not in existence today—the unknown market space, untainted by competition. In blue oceans, demand is created rather than fought over. There is ample opportunity for growth that is both profitable and rapid. There are two ways to create blue oceans. In a few cases, companies can give rise to completely new industries, as eBay did with the online auction industry. But in most cases, a blue ocean is created from within a red ocean when a company alters the boundaries of an existing industry (Kim & Mauborgne,

Micromax also entered into a licensing agreement with MTV. As part of the deal Micromax would launch a series of cobranded mobile handsets, i.e. Micromax MTV X360 series. This move was taken to make the brand more relevant to youth, and MTV as a brand is synonymous with the youth of the country. MTV is a popular music and entertainment channel and the brand used MTV as a tool to promote the music quality of its product. Moreover, the handset was priced extremely cheap at ₹ 4,999. The handsets sound was powered by 3D surround sound of Yamaha & Wolfson.
Micromax further sponsored two shows on MTV – season 3 of Emotional Attyachar and MTV Unplugged.
Micromax was also the official sponsor of the reality television show Khatron Ke Khiladi. This was also a move towards increasing brand awareness. Khatron Ke Khiladi was also a very popular show among the youth as it was an adaptation of the English show Fear Factor, a reality show which involved celebrities performing dangerous tasks to win the competition. As the youth associated themselves with these celebrities the show was appealing to them and by associating itself with the show, the brand Micromax associated with the