P13104, P13106, P13137, P13151,P13185

Contents

Sl. No. Title Page No

1 INTRODUCTION
2 MICROMAX COMPANY PROFILE
3 RESEARCH METHODOLOGY
4 FINDINGS
5 CONCLUSION
6 REFERENCES
INTRODUCTION
Mobile phones have now become a part and parcel of todays life. Possession of a smartphone
with advanced features is something the youth aspire to have these days. Mobile phone markets
are always dynamic with technology advancements. The access to internet has made the consumers
aware of the latest technology any electronic device can provide. Hence the mobile phone
manufacturers have to innovate through their R&D facilities to keep themselves alive in the
market.

Evolution of technology through different generations eg 2G to 3G has caused the consumer to

purchase a new handset in order to have access to the utilities the technology provides.

Youth are always in the search for smartphones that offer better features at low prices.

People who need email services,gaming,calendar synchronization services etc. are more in search
for smartphones that meet their different needs. People buy new phones when they feel that their
existing phones are outdated and there is a need for keeping up with latest technology.

Micromax has been innovative and unique in its product development and market positioning.It
is committed to move ahead of the upcoming technology by pioneering many of the innovations.
They have captured the rural markets by their low priced high battery life phones.They have
segmented into low-medium range basic phones and low-medium range smartphones.They target
on youth and low income consumers and are positioning themselves to replace other bigger players
in the market.
Micromax company profile

Micromax is a consumer electronics company headquartered in Gurgaon ,India.The founders are

Rahul Sharma, Rajesh Agarwal, Sumeet Arora and Vikas Jain.The CEO of the company is Vineet
Taneja The company started off in 2000 as software firm that catered to embedded platforms.By
2008 it entered the mobile phone market and in 6 years it has emerged as Indias largest mobile
phone supplier.It achieved this feat in Q2 of 2014 bagging a market share of 16.6%.Micromax is
also the tenth largest mobile handset manufacturing company.The company has more than 60
models that ranges from feature rich ,dual sim phone,3G smart phones,LED TV,android phones
etc.The company offers many features like long life battery,dual sim,qwerty key that are suitable
for the Indian consumers.It has rolled out a wide range of phones that cater to all segments ie
from the basic entry level to the sophisticated high end level.

Micromax differentiates itself from its competitors through design and innovation.It has been able
to claim many firsts in the mobile handset industry.Some of them are: 30 days battery backup,
Dual SIM / Dual Standby handsets, gravity sensor based Switching Networks (GSM and CDMA)
,Aspirational Qwerty Keypad handsets aand 3G Handsets which are Operator Branded.

Micromax has built its strong base in the rural markets by the sales of its first phone that offered
30 days battery backup.

It has 23 domestic offices in India and international offices in Hong Kong,Nepal,Dubai , United
States and SriLanka.

Micromax targets the youth who are in pursuit for stylish and high spec phones which are available
for a low price.
RESEARCH METHODOLOGY

Sampling method

Convenience sampling using online survey.

Sample size

120 samples from Cochin

CONCLUSION
 REFERENCES

www.micromaxinfo.com/about-us.aspx

en.wikipedia.org/wiki/Micromax_Mobile

indiatoday.intoday.in

articles.economictimes.indiatimes.com Collections

tech.firstpost.com/.../a-four-year-journey-how-micromax-became-indias