Micromax is an Indian consumer electronics company headquartered in Gurgaon, Haryana, India. Micromax was established as an IT software company in the year 2000 and worked on embedded platforms. Theceoos micromax mobile company is Vineet Taneja and the company was founded by Sumeet Arora, Vikas Jain, Rahul Sharma, Rajesh Agarwal.
Samsung destroyed Nokia, Micromax destroyed Samsung, and now xiaomi will destroy Micromax but still we have to see the success story of this company.
Well, Micromax is now India’s best mobile manufacturer, the biggest reason is that they provide mobile phones, smartphones at very cheap rates. They are now selling led tv also. Micromax also manufactures good quality touchscreen and non-touchscreen mobiles below 3000 Rupees in India. Samsung and other mobile manufacturer Sticked with QualComm Chipset but Micromax Used Mediatek which was cheaper and people didn’t notice. They are really good in marketing too, they hired Hugh Jackman as a Brand Ambassador for the Canvas turbo series. Below are some points which describe the success of Micromax.
There are number of reasons which helped Micromax to grow up like Good services, Value for money, Branding, Ambitions etc., i mentioned few of them in this post.
- Using china as a manufacturing base
- Rural target market
- Early android adoption
- Fast Product rollout
- Promotional campaigns
#1. Using China as a manufacturing base
All of the micromax phones are made in china, because of low-cost production. FoxxConn Manufactures phones for Micromax now in china. Because of the Good reputation of Foxconn, this has put Micromax in a better position to compete with other brands.
#2. Rural Target Market
Micromax targets rural areas, their phones were giving a long battery life of 30 days and in rural areas it worked. The phones were cheaper any villager was able to buy phones easily. Rural area peoples chose micromax and simply it helped micromax to grow up!
#3. Early Android Adoption
Okay so Nokia is Nokia that fine, but when other mobile manufacturers were searching for a better and workable operating system, Micromax used it correctly and handshake with Google. With the android os, Micromax targeted Youth and the because they were cheaper, a normal student was able to afford it.
#4. Fast Product Rollout
International brands like Apple and Samsung were taking around 15 months to roll out a new product, Micromax was able to launch a new product in less than a month. In this way there were a number of products with different specification and prices, a consumer can choose from them. This also helped Micromax to grow up and helped Micromax to become successful mobile manufacturer.
#5. Promotional Campaigns
Micromax targets IIFA awards, cricket, Bollywood for their own promotion. They made Hugh Jackman as the Brand ambassador for Micromax canvas turbo. The company used marketing very sharply and today you can see the results. Below is the advertisement photo of Micromax’s canvas turbo that was campaigned by Hugh jackman.
#6. Clear strategy
Micromax did everything very perfectly that’s why they became one of the best mobile companies in India. They only focused on budget phones, like from Rs.1500 to Rs.15000 and they were totally focussed on the goal. finally, it hasn’t ignored the other Ps of marketing either and has enough reach (130,000 retail outlets in 560 districts across India) and spends a lot on advertising.
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