BUSINESS RESEARCH

ASSIGNMENT
MARKETING STRATEGIES OF
MICROMAX

SUBMITTED TO MR. ASIM SOHRE

SUBMITTED BY BHANU PRAKASH

INTRODUCTION
Micromax is an Indian consumer electronics company headquartered in Gurgaon, Haryana. The
company was established as an IT software company operating in the embedded devices domain;
it later entered the mobile handset business. By 2010, it was one of the largest domestic
companies making handsets in the low-cost feature phone segment in India.

Micromax Informatics Limited is one of the leading consumer electronics

company in India, and the 10th largest mobile phone player in the world. Over the past

decade, Micromax has pioneered the democratisation of technology in India - by offering

affordable innovations through their product offerings and removing barriers for large scale
adoption of advanced technologies. Micromax is currently the 2nd largest smartphone
company in India. Micromax is a brand which is close to the heart of the youth, and
celebrates the vibrancies of life and empowerment.
Products
Micromax products have become an extension of the Indian youth's lifestyle and dynamism.
The company has many firsts to its credit when it comes to the mobile handset market;
including the 30-day battery backup, Dual SIM Dual Standby phones, QWERTY keypads,
universal remote control mobile phones & first quad-core budget smart phone. The brand's
product portfolio embraces more than 60 models today, ranging from feature rich, dual-SIM
phones, 3G Android smartphones, tablets, LED televisions and data cards.
Micromax sells around 2.3 million Mobility Devices every month, with a presence in more
than 560 districts through 1, 25,000 retail outlets in India.
Network & reach
With sales presence across India and global presence in Russia and SAARC markets, the
Indian brand is reaching out to the global frontier, with innovative products that challenge the
status quo.
Vision
To be amongst the top 5 mobile device brands in the world.
Mission
We will adapt and innovate to provide unique consumer experiences, based on:

Strong, engaged customer communities

Insightful analytics

Win-win partnerships

World-class capabilities

Literature review
A marketing strategy is a process that can allow an organization to concentrate its limited resources on the greatest
opportunities to increase sales and achieve a sustainable competitive advantage. A marketing strategy should be
centered on the key concept that customer satisfaction is the main goal.
A marketing strategy is most effective when it is an integral component of corporate strategy, defining how the
organization will successfully engage customers, prospects, and competitors in the market arena. Corporate
strategies, corporate missions and corporate goals. As the customer constitutes the source of a company's revenue,
marketing strategy is closely linked with sales. A key component of marketing strategy is often to keep marketing in
line with a company's overarching mission statement.
A marketing strategy can serve as the foundation of a marketing plan. A marketing plan contains a set of specific
actions required to successfully implement a marketing strategy. For example: "Use a low cost product to attract
consumers. Once our organization, via our low cost product, has established a relationship with consumers, our
organization will sell additional, higher-margin products and services that enhance the consumer's interaction with
the low-cost product or service."
A strategy consists of a well thought out series of tactics to make a marketing plan more effective. Marketing
strategies serve as the fundamental underpinning of marketing plans designed to fill market needs and reach
marketing objectives. Plans and objectives are generally tested for measurable results.
A marketing strategy often integrates an organization's marketing goals, policies, and action sequences (tactics) into
a cohesive whole. Similarly, the various strands of the strategy, which might include advertising, channel marketing,
internet marketing, promotion and public relations, can be orchestrated. Many companies cascade a strategy
throughout an organization, by creating strategy tactics that then become strategy goals for the next level or group.
Each one group is expected to take that strategy goal and develop a set of tactics to achieve that goal. This is why it
is important to make each strategy goal measurable.