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micromax

nothing like anything

Micromax

Need Gap Analysis

Milestone

History

  • Micromax observed gap in the “affordable” feature and smartphone segments to tap rural Indian and the middle-class urban market.
  • It offers consumers the smartphones with lowest rates with 2 principal attributes, “dual SIM” and “longer battery life”.

Relaunch:

  • Due to border tension between India and China and COVID-19 , it’s time to turn this pandemic to an opportunity. With #Atmanirbharbharat to build a stronger nation and Be #VocalForLocal.
  • Anti-China sentiment has provided the company with the necessary tailwind.
  • The campaign against using Chinese goods started by some organisations like the Confederation of All India Traders (CAIT) is a big factor working in the company's favour.
  • Analysts say consumers are now actively looking at non-Chinese phones but some are dismayed by the lack of options and are forced to settle for the Chinese ones. The comeback of Micromax seeks to exploit this opportunity.

Need Gap analysis

Micro Environmental Factors

Micro Factors:

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

The

Company

To adapt and innovate to provide unique consumer experiences, based on:

  • Strong, engaged customer communities
  • Insightful analytics
  • Win-win partnerships
  • World-class capabilities

On the Prime Minister’s call to an Atmanirbhar Bharat their endeavor is to bring India on the global smartphone map again with India-made mobile phones.

MISSION

VISION

  • To be amongst the top 5 mobile device brands in the world.

  • To bring the new avatar inspired by the fun-filled, bold and aspirational Indian millennial, who are looking for performance-oriented products for their digital journey on the go and are set to drive India’s success story.

  • Customer-first
  • Entrepreneurship
  • Inclusiveness
  • Execution
  • Innovation

CORE VALUES

• 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.

Suppliers

MARKETING INTERMEDIARIES

Marketing intermediaries

Firms which assist in the flow of goods and services from producers to end-users

Creativeland Asia

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.

Advertising Agency

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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Wholesalers

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

Distribution Channels

CUSTOMERS

Customers

  • The new launch of Micromax has promised to be gaming friendly and hence hard-core gamers will surely be a target customer.

  • The main customers when Micromax was there in the market were the youngsters (age 16-60), mainly due to the pricing policy, thus when they come back into the market they would look to focus on this section.

  • With the anti-China campaign in full swing, those sections looking to buy Indian products will will surely be target

Customer Communication

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.

  • Micromax had an effective pricing mechanism which made the brand a customer favorite, providing good performance in terms of camera, RAM speed, internal storage etc. at affordable prices led to the customers being extremely happy with the brand.

  • The biggest plus for Micromax used to be the after sales services provided, Micromax express care which are the service centers for Micromax used a token system wherein the customers could avoid waiting time, this innovation was widely appreciated by the customers and thus led to a huge plus in terms of customer satisfaction.

  • Micromax had the famous 100 days replacement warranty campaign wherein they would replace the product within 100 days without any question if the customers weren’t satisfied with the product.

Customer Satisfaction

Competitors

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

Competitors

Let us see some analysis

Market share

Threat from Jio

Threat

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.

Public

  • Micromax Informatics has appointed PR Pundit as its PR consultant.
  • Rachna Lather, marketing head: “PR Pundit is known in the industry for their creative storytelling and innovative approach".
  • PR campaign -promises to recreate the magic of the brand and allow it to scale newer heights.

Public

#Indiakeliye

#Atmanirbharbharath

#micromaxisback

#InforIndia

Social Media Support

Posts and Campaigns

Memes

Ansoff matrix

MACRO FACTORS

Macro Environmental factors

Set of external factors and

forces, not controlled by the

company, that influence its development.

POLITICAL

  • .The China based apps ban and the India-China border tension impacted China based smart phones market.

  • With the ‘Vocal For Local’ campaign promoting self reliance of Indian products, it provides a platform to Micromax to develop its market.

  • Under the PLI scheme, strengthening of the localization of smartphones will happen.

  • As strict tariffs and rules are implied on import of parts of smartphones and smartphones itself, Micromax has an edge over other producers here.

Political

ECONOMIC

Economic

  • According to to Indian Cellular and Association Indian to have 820 million smartphone users by 2022.

  • Emergance of Made in India initiative will be in favor.

  • No Outsourcing i.e. reduction in supply chain cost

  • Micromax is especially in a powerful position, since its devices are often targeted towards the more budget conscious consumer. While top-tier devices from premium manufacturers such as Samsung and Apple may not be affordable for new smartphone users in developing countries, Micromax devices certainly will be.

SOCIAL

  • Despite a slight decline in demand for smartphones, it has remained strong worldwide.

  • Impact of Pandemic on customer lifestyle.

  • As the entire world is shifting connecting and functioning virtually, having a smartphone is a requirement.

  • Reintroduction as 'Value for Money' product.

  • Programming and Gaming smartphones for the 'Millennial of India' by In.

Social

TECHNOLOGICAL

Technological

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:

  • Prepare itself for 5g technology.
  • Invest substantially in R&D and new technology to ensure continuous innovation.
  • Strategic tie up with key players for access to new technology.
  • Keep working on making latest technology easily accessible and affordable.

ENVIRONMENTAL

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.”

Environmental

LEGAL

Legal

Ease of doing business:

  • India has improved its ranking by 79 positions in five years.
  • Less costlier, time efficient and feasible payment of tax and enforcing contracts.

Data Protection Laws:

  • Mircomax provides the stock android version of phone i.e. bloatware free. Therefore the laws of privacy of data will be maintained.

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

STDP

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.

Segmentation

Spending power on phone

Targeting

Targeting

For phone worth Rs 15000

  • Middle class
  • Age group 16-60
  • Major focus on the population whose needs are for better performance in terms of camera and games.
  • Population who are looking to buy a new smartphone or currently using a smartphone (not indian ) but have a strong desire to switch to an Indian brand especially from that of a Chinese brand.
  • Population looking for more features at reduced price( budget phones)

For phone worth Rs 7000

  • Lower middle class
  • Age group 16-60
  • Major focus to make a smartphone available at a very affordable price
  • Population looking for maximum features in minimum price.

Differentiation

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.

PQR

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.

STUV

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.

Positioning

  • Micromax positions itself as a brand that offers good quality with affordable prices.

  • Replacing the big brands like Samsung Nokia from the low end phone markets.

  • Providing low end smartphones to cater to the rural segments & 3 tier as compared to its competitors

  • It was the first brand to introduce phones for women

  • Providing mobile model with a 30 days battery backup

  • Early Android Adoption

Positioning

  • Considering the current Anti-China Sentiment across the country, Micromax Infotech is coming up with completely made in India mobile phones promoting ‘Vocal for Local’ initiative.

  • Micromax is trying to manufacture and deliver the smartphones with the latest technology in terms of hardware and software with a value for money tag, aiming to contribute to ‘AtmaNirbhar Bharat' initiative.

  • Majorly catering to lower end mobile segment, they are now repositioning the brand as an upmarket aspirational brand.

  • Privacy of their consumers is a non negotiable aspect for them.

  • Improving their after-sales service is also a change adapted by the company.

  • Above mentioned strategies will help an organization to target each kind of audience be it rural population, mid-level techie group of people or mid-high level group of people.

Repositioning

Next 3 Years?

FUTURE OF MICROMAX

Micromax eyes comeback in India's smartphone market with corpus of Rs 500 crore.

Analysis

  • Micromax plans to launch at least 20 new products in next 2 years, to invest Rs 500 crores in R&D and manufacturing by end of next year.

  • Company aiming to regain lost glory in smartphones where it had 19% share in 2014. Its share has slid to 0.1% in Q2 2020.

  • The incentive of 4-6 per cent in incremental sales makes it competitive in the market. Almost 90 per cent of the market today is for phones less than Rs 15,000 so that suits micromax.

Group No 3:

Maitry Mehta

Monil Bhandari

Mrinalini Jutta

Mrunal Pendse

Nikhil Venugopal

Nikita Chandsarkar

Nukala Vasanth

Nupur Jaurkar

Palak Upadhyay

Pallav Kansal

THANK YOU!

END

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