114, Prakash Purohit, Micromax

Embed Size (px)

Citation preview

  • 8/2/2019 114, Prakash Purohit, Micromax

    1/21

    Submitted by-

    Prakash PurohiteMBA-B 10114

  • 8/2/2019 114, Prakash Purohit, Micromax

    2/21

    Introduction

    4 Ps of Marketing

    Segmentation, Targeting & Positioning of

    the ProductSWOT Analysis

    http://1.bp.blogspot.com/_1pKvii0Z9Cs/S5-ed3CsUlI/AAAAAAAACT0/S3ixIyqWFOE/s1600-h/menu_01.jpg
  • 8/2/2019 114, Prakash Purohit, Micromax

    3/21

    MicromaxNothing Like Anything.

    Micromax is the largest Indian domestic

    mobile handsets company.

    Third Largest mobile handset seller inIndia as at March 31, 2010.

    With a market share of about 10%, we

    are a close second to Samsung.

    Micromax is Unique and Innovative

    Brand.

    http://1.bp.blogspot.com/_1pKvii0Z9Cs/S5-ed3CsUlI/AAAAAAAACT0/S3ixIyqWFOE/s1600-h/menu_01.jpghttp://1.bp.blogspot.com/_1pKvii0Z9Cs/S5-ed3CsUlI/AAAAAAAACT0/S3ixIyqWFOE/s1600-h/menu_01.jpg
  • 8/2/2019 114, Prakash Purohit, Micromax

    4/21

    PRODUCT

    PRICE

    PLACE(Distribution)

    PROMOTION

    http://1.bp.blogspot.com/_1pKvii0Z9Cs/S5-ed3CsUlI/AAAAAAAACT0/S3ixIyqWFOE/s1600-h/menu_01.jpghttp://1.bp.blogspot.com/_1pKvii0Z9Cs/S5-ed3CsUlI/AAAAAAAACT0/S3ixIyqWFOE/s1600-h/menu_01.jpg
  • 8/2/2019 114, Prakash Purohit, Micromax

    5/21

    Qwerty Multimedia Marathon

    Battery

    CDMA GSM +

    CDMA

    Others

    - Q1

    - Q2

    - Q2+

    - Q3

    - Q5c- Q5fb

    - Q50

    - Q55

    - Q6

    - Q7

    - Q75

    - H360

    - E360 (c.s)

    - X235

    - X250

    - X260- X360

    - X500

    - X505

    - X1i+

    - X2i+

    - C2i

    - C350 - GC256

    - GC275

    - GC360

    - GC400

    - G4

    - W900

    - X100

    - X111

    - X118- X215

    - X220

    - X330

    - X510

    - X550

    - X600

    http://1.bp.blogspot.com/_1pKvii0Z9Cs/S5-ed3CsUlI/AAAAAAAACT0/S3ixIyqWFOE/s1600-h/menu_01.jpghttp://1.bp.blogspot.com/_1pKvii0Z9Cs/S5-ed3CsUlI/AAAAAAAACT0/S3ixIyqWFOE/s1600-h/menu_01.jpg
  • 8/2/2019 114, Prakash Purohit, Micromax

    6/21

    HIGH MEDIUM LOW

    HIGH

    MEDIUM

    LOW

    Q

    UALITY

    PremiumHighValue

    SuperValue

    OverCharging

    MediumValue

    GoodValue

    Rip - Off FalseEconomy

    Economy

    PRICE

    http://1.bp.blogspot.com/_1pKvii0Z9Cs/S5-ed3CsUlI/AAAAAAAACT0/S3ixIyqWFOE/s1600-h/menu_01.jpghttp://1.bp.blogspot.com/_1pKvii0Z9Cs/S5-ed3CsUlI/AAAAAAAACT0/S3ixIyqWFOE/s1600-h/menu_01.jpg
  • 8/2/2019 114, Prakash Purohit, Micromax

    7/21

    P

    R

    I

    C

    E

    P

    R

    O

    M

    O

    TI

    O

    N

    http://1.bp.blogspot.com/_1pKvii0Z9Cs/S5-ed3CsUlI/AAAAAAAACT0/S3ixIyqWFOE/s1600-h/menu_01.jpghttp://1.bp.blogspot.com/_1pKvii0Z9Cs/S5-ed3CsUlI/AAAAAAAACT0/S3ixIyqWFOE/s1600-h/menu_01.jpg
  • 8/2/2019 114, Prakash Purohit, Micromax

    8/21

    Micromax Mobiles are distributed

    successfully all over the country and in

    other countries too.

    Seven Rules for Distribution: Select distributors. Don't let them select you.

    Look for distributors capable of developing

    markets, rather than those with a few

    obvious customer contacts.Treat the local distributors as long-term

    partners, not temporary market-entry

    vehicles.

    Support market entry by committing money,

    managers, and proven marketing ideas.

    http://1.bp.blogspot.com/_1pKvii0Z9Cs/S5-ed3CsUlI/AAAAAAAACT0/S3ixIyqWFOE/s1600-h/menu_01.jpghttp://1.bp.blogspot.com/_1pKvii0Z9Cs/S5-ed3CsUlI/AAAAAAAACT0/S3ixIyqWFOE/s1600-h/menu_01.jpg
  • 8/2/2019 114, Prakash Purohit, Micromax

    9/21

    From the start, maintain control over

    marketing strategy.

    Make sure distributors provide you with

    detailed market and financial performance

    data.

    Build links among national distributors at

    the earliest opportunity.

    Cont

    http://1.bp.blogspot.com/_1pKvii0Z9Cs/S5-ed3CsUlI/AAAAAAAACT0/S3ixIyqWFOE/s1600-h/menu_01.jpghttp://1.bp.blogspot.com/_1pKvii0Z9Cs/S5-ed3CsUlI/AAAAAAAACT0/S3ixIyqWFOE/s1600-h/menu_01.jpg
  • 8/2/2019 114, Prakash Purohit, Micromax

    10/21

    Micromax mobile has signed the

    Bollywood stunt man Akshay Kumar as a

    brand ambassador for the promotion of

    the product.60% in ATL and 40% in BTL promotional

    activities.

    2 year warranty period.

    Customize Body.Opening up our own Micromax Services

    at core locations in cities.

    http://1.bp.blogspot.com/_1pKvii0Z9Cs/S5-ed3CsUlI/AAAAAAAACT0/S3ixIyqWFOE/s1600-h/menu_01.jpghttp://1.bp.blogspot.com/_1pKvii0Z9Cs/S5-ed3CsUlI/AAAAAAAACT0/S3ixIyqWFOE/s1600-h/menu_01.jpg
  • 8/2/2019 114, Prakash Purohit, Micromax

    11/21

    Providing Micromax Customers with help

    line nos. so that they can call and fix

    their problem.

    Road Block Campaigns.

    Cont

    http://1.bp.blogspot.com/_1pKvii0Z9Cs/S5-ed3CsUlI/AAAAAAAACT0/S3ixIyqWFOE/s1600-h/menu_01.jpghttp://1.bp.blogspot.com/_1pKvii0Z9Cs/S5-ed3CsUlI/AAAAAAAACT0/S3ixIyqWFOE/s1600-h/menu_01.jpg
  • 8/2/2019 114, Prakash Purohit, Micromax

    12/21

    SEGMENTATION

    TARGETING

    POSITIONING

    http://1.bp.blogspot.com/_1pKvii0Z9Cs/S5-ed3CsUlI/AAAAAAAACT0/S3ixIyqWFOE/s1600-h/menu_01.jpghttp://1.bp.blogspot.com/_1pKvii0Z9Cs/S5-ed3CsUlI/AAAAAAAACT0/S3ixIyqWFOE/s1600-h/menu_01.jpg
  • 8/2/2019 114, Prakash Purohit, Micromax

    13/21

    I. Geographic Segmentation

    Metro Cities

    Towns

    VillagesII. Demographic Segmentation

    Gender

    Income

    III. Psychographic Segmentation Social class

    http://1.bp.blogspot.com/_1pKvii0Z9Cs/S5-ed3CsUlI/AAAAAAAACT0/S3ixIyqWFOE/s1600-h/menu_01.jpghttp://1.bp.blogspot.com/_1pKvii0Z9Cs/S5-ed3CsUlI/AAAAAAAACT0/S3ixIyqWFOE/s1600-h/menu_01.jpg
  • 8/2/2019 114, Prakash Purohit, Micromax

    14/21

    Differentiated Marketing..DIFFRENT

    PRODUCT FOR DIFFERENT MARKET

    SEGMENTS.

    CollegeStudents

    CorporatePeople

    RuralPeople

    UrbanPeople

    http://1.bp.blogspot.com/_1pKvii0Z9Cs/S5-ed3CsUlI/AAAAAAAACT0/S3ixIyqWFOE/s1600-h/menu_01.jpghttp://1.bp.blogspot.com/_1pKvii0Z9Cs/S5-ed3CsUlI/AAAAAAAACT0/S3ixIyqWFOE/s1600-h/menu_01.jpg
  • 8/2/2019 114, Prakash Purohit, Micromax

    15/21

    http://1.bp.blogspot.com/_1pKvii0Z9Cs/S5-ed3CsUlI/AAAAAAAACT0/S3ixIyqWFOE/s1600-h/menu_01.jpghttp://1.bp.blogspot.com/_1pKvii0Z9Cs/S5-ed3CsUlI/AAAAAAAACT0/S3ixIyqWFOE/s1600-h/menu_01.jpg
  • 8/2/2019 114, Prakash Purohit, Micromax

    16/21

    http://1.bp.blogspot.com/_1pKvii0Z9Cs/S5-ed3CsUlI/AAAAAAAACT0/S3ixIyqWFOE/s1600-h/menu_01.jpghttp://1.bp.blogspot.com/_1pKvii0Z9Cs/S5-ed3CsUlI/AAAAAAAACT0/S3ixIyqWFOE/s1600-h/menu_01.jpg
  • 8/2/2019 114, Prakash Purohit, Micromax

    17/21

    Philosophy of making handsets that

    address specific user needs and are also

    affordable.

    Low Price, Hi-Tech Features.Unique & Innovative Products.

    http://1.bp.blogspot.com/_1pKvii0Z9Cs/S5-ed3CsUlI/AAAAAAAACT0/S3ixIyqWFOE/s1600-h/menu_01.jpghttp://1.bp.blogspot.com/_1pKvii0Z9Cs/S5-ed3CsUlI/AAAAAAAACT0/S3ixIyqWFOE/s1600-h/menu_01.jpg
  • 8/2/2019 114, Prakash Purohit, Micromax

    18/21

    High Income Group of people do not buy

    this product.

    Brand Loyalty is Missing.

    http://1.bp.blogspot.com/_1pKvii0Z9Cs/S5-ed3CsUlI/AAAAAAAACT0/S3ixIyqWFOE/s1600-h/menu_01.jpghttp://1.bp.blogspot.com/_1pKvii0Z9Cs/S5-ed3CsUlI/AAAAAAAACT0/S3ixIyqWFOE/s1600-h/menu_01.jpg
  • 8/2/2019 114, Prakash Purohit, Micromax

    19/21

    We can target High Income Group by

    coming out with Hi-Tech Professional

    Business Handsets.

    We have expanded our business in othercountries like Sri Lanka, Nepal,

    Bangladesh, etc.

    http://1.bp.blogspot.com/_1pKvii0Z9Cs/S5-ed3CsUlI/AAAAAAAACT0/S3ixIyqWFOE/s1600-h/menu_01.jpghttp://1.bp.blogspot.com/_1pKvii0Z9Cs/S5-ed3CsUlI/AAAAAAAACT0/S3ixIyqWFOE/s1600-h/menu_01.jpg
  • 8/2/2019 114, Prakash Purohit, Micromax

    20/21

    Market Leaders like Nokia & Samsung.

    Whether customers will buy Micromax

    again?

    It may be still considered as CheapBrand.

    http://1.bp.blogspot.com/_1pKvii0Z9Cs/S5-ed3CsUlI/AAAAAAAACT0/S3ixIyqWFOE/s1600-h/menu_01.jpghttp://1.bp.blogspot.com/_1pKvii0Z9Cs/S5-ed3CsUlI/AAAAAAAACT0/S3ixIyqWFOE/s1600-h/menu_01.jpg
  • 8/2/2019 114, Prakash Purohit, Micromax

    21/21

    http://1.bp.blogspot.com/_1pKvii0Z9Cs/S5-ed3CsUlI/AAAAAAAACT0/S3ixIyqWFOE/s1600-h/menu_01.jpg