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Marketing Environment is a set of diverse , dynamic and uncontrollable forces that impinge on an organizations marketing operations and opportunities.
The micro factors are close to the company and affects its ability to serve its customers.
The Company
• In 2008, imported mobile phones from china.
• In 2014, Make in India Campaign in which they imported only one third parts from china and remaining was manufactured and assembled in India.
In August 2014, Taiwanese contract manufacturing giant Foxconn announced a $5 billion investment commitment in India
• By 2018, Complete manufacturing and assembly shifted to India in Bhiwadi and Hyderabad plants.
MARKETING INTERMEDIARIES
Firms which assist in the flow of goods and services from producers to end-users
Creativeland Asia is one of Asia’s most awarded and respected Creative companies. It is the largest and the most sought after independent brand communications, advertising and design firm.
Microamcollaborated with creativeland Asia as it official creative agency in the year 2016.
Wholesale dealers of the brand include certain online dealers like alibaba.com, indiamart.com etc these sites facilitated the B2B and B2C wholesale sale of the brand.
Indiamart-Is an Indian e-commerce company that provides B2C, B2B and customer to customer sales services via its web portal.
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Distribution Channels
e-commerce- the most commonly used platform used by customers to obtain the product in the modern era are the various e-commerce platforms, micromax was available at e-commerce platforms such as Amazon, Flipkart, Snapdeal, paytm mall, payback etc.
Physical Distributors- Micromax was available at various physical stores such as Croma, micromax informatics, reliance digital etc
CUSTOMERS
micromaxinfo.com is an official website that allows the customers to be in constant interaction with company. Customers can post their complains, queries etc. easily through this platform.
Competitors are one of the most important micro environmental factor for any company in any industry.
As we all know the competition in smartphone industry is very cut throat and when few players control majority of market share it becomes difficult for a player like Micromax to re launch and hence a proper evaluation is of utmost importance
Recently it has been in news that Jio with the help of Google plans to launch 5g enabled phones starting at 5000 INR and then eventually going as low as 2500-3000 INR. Since Micromax plans to project itself as the ideal and affordable Indian mobile phone brand it faces major threat from Jio in the feature phone market and possibly later in smartphone market as well.
#Indiakeliye
#Atmanirbharbharath
#micromaxisback
#InforIndia
MACRO FACTORS
Technology sector is booming right now and in such situations the company needs to be proactive in it's approach to not be left behind.
To tackle the technology change the company needs to:
Micromax, on their website have mentioned
“As part of the e-waste recycling initiative, Micromax has authorized an e-waste company, named 3R Recycler, to collect, dismantle and dispose e-waste - collected from all over India. 3R's vision is to look at e-waste not just as waste, but as an important resource that can be made useful - instead of shunning it as a social and environmental burden with their fully automated facility for e-waste recycling.”
Ease of doing business:
Data Protection Laws:
SEGMENTATION
A market segment consists of people who share similar needs and wants. Segmentation is the process of dividing the heterogeneous markets.
TARGETING
A target market is a group of customers within a business's serviceable available market at which a business aims its marketing efforts and resources.
DIFFERENTIATION
Distinguishing a company's products or services from the competition.
POSITIONING
Market position refers to the consumer's perception of a brand or product compared to competing brands.
Age groups
Geographic :Rural and Semi urban
Demographics : Age groups : Youth oriented , age group of 15-35.
Income range : More popular in the low to mid price range. The launch of IN mobiles will range from Rs 7000 to Rs 15000.Lower middle class and middle class.
Behavioral :
Attitude - Customers prefer value for money.
User status - Demand for phones has increased significantly.
Psychographic :
Concerns: Social networking and technological benefits and Basic need of calling and messaging.
Motive : Buying made in India products.
Lifestyle : caters to those who want Good & affordable smartphones.
Spending power on phone
Targeting
For phone worth Rs 15000
For phone worth Rs 7000
P: Performance – No bloatware, no ads : In series is bringing the nearly pure Android experience.
Q: Quality – A company may differentiate its product simply by increasing quality and reliability. The Micromax In series is expected to feature a 6.5-inch HD+ display and will run on stock Android. The phones could come with a 5,000mAh battery as well.
R: Range- Micromax caters to low range and mid range customers. It has mobile phones available from Rs 805 to Rs 25000. The latest addition is The first In mobiles will be priced between Rs.7,000 to Rs.15,000 in India.
S: Service - A company may differentiate a product based on responsiveness to customers. When this becomes the basis for differentiation, the company offers comprehensive after-sales services, including repair. Micromax had provided a 100-days replacement warranty on phones.Recently, the warranties which were expiring between Apr and May were extended by a period of two months.
U: Utility - Making low and mid range models with good features and making a performance oriented phone so that users can get most out of the phone at affordable rates.
T: Technology- Micromax IN 1 and IN 1a specifications : one phone is expected to get a MediaTek G35 processor while the other one could get a MediaTek G85 chipset.
Micromax IN 1 and IN 1a will have a clean reliable interface with no ads and recommendations in the notification panel because of stock android.
V : Value- Micromax phones are affordable for majority of Indians. Not only are they affordable, but with the advent of latest Micromax IN, but also updated with latest technolgy in the market.
Micromax eyes comeback in India's smartphone market with corpus of Rs 500 crore.
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