Download - 114, Prakash Purohit, Micromax
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Submitted by-
Prakash PurohiteMBA-B 10114
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Introduction
4 Ps of Marketing
Segmentation, Targeting & Positioning of
the ProductSWOT Analysis
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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.
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PRODUCT
PRICE
PLACE(Distribution)
PROMOTION
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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
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HIGH MEDIUM LOW
HIGH
MEDIUM
LOW
Q
UALITY
PremiumHighValue
SuperValue
OverCharging
MediumValue
GoodValue
Rip - Off FalseEconomy
Economy
PRICE
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P
R
I
C
E
P
R
O
M
O
TI
O
N
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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.
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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
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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.
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Providing Micromax Customers with help
line nos. so that they can call and fix
their problem.
Road Block Campaigns.
Cont
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SEGMENTATION
TARGETING
POSITIONING
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I. Geographic Segmentation
Metro Cities
Towns
VillagesII. Demographic Segmentation
Gender
Income
III. Psychographic Segmentation Social class
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Differentiated Marketing..DIFFRENT
PRODUCT FOR DIFFERENT MARKET
SEGMENTS.
CollegeStudents
CorporatePeople
RuralPeople
UrbanPeople
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Philosophy of making handsets that
address specific user needs and are also
affordable.
Low Price, Hi-Tech Features.Unique & Innovative Products.
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High Income Group of people do not buy
this product.
Brand Loyalty is Missing.
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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.
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Market Leaders like Nokia & Samsung.
Whether customers will buy Micromax
again?
It may be still considered as CheapBrand.
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