Professional Documents
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MARKETING MANAGEMENT
SECTION : B
INDUSTRY PROFILE:
NOKIA 54.1%
LG 6.4%
SAMSUNG 9.7%
MOTOROLA 5.9%
MICROMAX 4.8%
SONY 5.8%
OTHERS 13.3%
The growth has more or less flat [owing to low sales figure in Q1] – in
total, 101.54 million units of sales were registered.
Nokia market share in India fell from 56.2% share in 2008 • to 54.1% in
2009.
Samsung Electronics Co. Ltd’s share rose marginally to 9.7% from 9.5%.
Branding: Micromax has also tied up with a Bollywood celebrity “who will be
announced shortly” as brand ambassador, Jain said. Bollywood star Aamir Khan
endorses Samsung phones.
The Micromax phones are designed by the in-house research and development
team, as is the embedded software. The on-board chips come from MediaTek
Inc., Qualcomm Inc. and Infineon Technologies AG—the last two also count
Nokia as a client. Manufacturing is outsourced to about 11 factories in Taiwan,
South Korea and China.
Product line: Micromax has a lot of “firsts” to its credit on their versatile
product portfolio. It was the first to introduce: Handsets with 30 days battery
backup, Handsets with Dual SIM / Dual Standby, Handsets Switching Networks
(GSM - CDMA) using gravity sensors, Aspirational Qwerty Keypad Handsets,
Operator Branded 3G Handsets, OMH CDMA Handsets, etc
In the year 2008, after delivering upon the technology of fixed wireless-
powering desired products, the company forayed into one of the most
predominant genres of telecommunication – Mobile handsets. Since then
Micromax has received commendable response for its unique and interesting
handsets.
FINDINGS:
According to recent figures, Micromax has grasped the no. 3 spot in the sales
figure due to its innovative and well established services. Micromax has set up a
manufacturing plant in Himachal Pradesh. It has concentrated more on
providing the latest technology at an affordable price which has led to its
enormous growth and brand value. Micromax is developing newer and newer
application inbuilt phones which is attracting Indian customer. The unique
feature with a high end battery backup has grasped most of the middle class
customer. It has revolutionised the market in last two years. With almost no
shares to 4.8% in 2009 and 10% in current year, it showed an exponential
growth in the Indian market.
SUGGESTIONS:
CONCLUSION: