Tuesday, August 27, 2013

MICROMAX: Not Micro Anymore

  When I first read the story: DAVID &GOLIATH, I was mesmerized. It is fascinating to know that an underdog (David){Definition of underdog-One at a disadvantage and expected to lose} defeated the giant (Goliath).We all love such types of stories as it tells our unconscious mind that almost everything is possible.In real life it’s quite rare that DAVIDs stood victorious, but when it happens, they turn into GOLIATHs. When it happens in world of business,it gives a sign of new Dragon who becomes bigger and bigger to extent of dominating the once leader.

Advent of technology disrupted the commerce long ago and new businesses nowadays emerge around the ecosystem of modern technology.

Mobile Phone may be one of the biggest invention yet(apart from internet off course)and catapulted the company-Namely: APPLE and SAMSUNG.They have recreated their businesses around it and as a result their brand is even solid now and their other products are more visible than ever thanks to their smartphone penetration.

14 years:Global Market- Motorola dominated Mobile Phone era for approx 14 years and after that Nokia for another 14 years and now  Samsung overtook it but 14 years dominance this time seems unfeasible.

China and India are the fastest growing markets for mobile phones,thanks to its evergrowing poulation,as a result local vendors Micromax,karbonn,Intex etc.(Indian mkt) and Coolpad, K-Touch, Xiaomi, Gionee etc.(Chinese mkt) are in process of rewriting history.

Micromax’s Merits-
  • Low pricing of the phones,
  • Free and open source Android operating system platform.
  • Determination of these (including karbonn,maxx,intex,lava etc.) companies to launch good products into the market.
  • Aggressive about their market presence and are offering smartphones at price points which a consumer finds difficult to resist

 18.4 per cent of the devices sold in the quarter (last year) were from Micromax. Currently its the second in terms of shipment in India. Micromax logged in a record Rs 3,168 crore in sales revenues for the financial year 2012-13. It was more than a 150% spike over the Rs 1,486 crore sales turnover it registered the previous fiscal

Their marketing strategy is simple: Fill smart phone market with budget phones or giving away the same functions (as from other companies) in about half of cost,also targeting not just 1st tier cities but 2nd and 3rd tiers too.

Micromax as per news will going to launch 30 more smartphones,thanks for its canvas series which changed the wind

Micromax’s Demeirts:
There is a difference between BRAND and product.Its hard to create a brand but easy to churn products.As I have heard their phones are not durable and long ques could be found in their service centres.Its easy to fill market with phones(as seen in case of mobile phone nowadays,its turned into a mass marketing),create a product and it will sell.Quality of their phones need to be escalated from product finishing to flawless rendering of Android OS on their phones.Right now micromax doesn't creates its phones,in long-term it has to think about in-house production which will help them in delivering better quality.

Its not micro anymore but turned into MACRO-MAX.

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