Exhibit 13. (Ed. – Marketing strategy, strategic innovation. The company use all sort of mediums for promoting the brand be it television, radio or print media. In terms of country of origin preferences, one would agree that, India was below American, Korean and European brands but was preferred to the Chinese, As long as Micromax’s ambitions were limited to India, they had Indian cricket and, Bollywood celebrities like Dhoni, Akshay Kumar and Twinkle Khanna (, their products, and the use of such celebrities allowed them to rise to the top of the Indian, brand space. them a natural target for the incoming wave of MNCs. This established the brand, identity for the company, as Joydeep was keen to change the perception that was the, brand. Sales had been impressive during the traditional festive season of Navratras, Pongal, and Durga Puja, in India, with Micromax mobiles and tablets being heavily subscribed as, popular corporate gifts, and the production team was still processing the tie-up orders in, addition to the retail flare-ups. The smartphone makers were the change, agents for this rapid shift of consumer preference towards smartphones from the Qwerty, keypads and traditional handheld devices. We would continue to challenge the notion that great, technology comes at a higher price by introducing innovative products that simplify needs of our, consumers and wish to grow ahead of the market. brand to a leadership position in India and overseas markets, in 2013 and beyond? Company’s official page on Facebook, twitter and Instagram handle has millions of followers. All other sub-categories are to be phased out at the earliest. Hence, product innovation coming from huge investments in production, technology and R&D was not the answer to his change. SHARE this ebook: Introduction “It was the best of times, it was the worst of times . The, purpose of this system is to help brand strategists consider different brand elements and, patterns that can help clarify, enrich and differentiate an identity. The, promoters were firm believers in the Micromax 360-degree marketing philosophy, which, took care of the end-user and the brand from start to finish. ACEVO/IG/Marketing Strategy/V3-DN 2 Executive Summary – rundown of what’s in the document (often completed last) Purpose Use this template to capture the key information that you need to develop a thorough marketing strategy. Laptops and Tablets: Micromax has also introduced few laptops and tablets like CANVAS series laptops and tablets. Joydeep began to reflect on the marketing philosophy at work in Micromax. . These trends will have important implications for leading companies in emerging economies. Always known for his leadership, skills, Sumeet has been instrumental in setting up and running the Micromax R&D team in, Sumeet had another friend in Mr Vikas Jain. He suddenly seemed to have an answer to Samsung, to perception, to DNA and to the, marketing philosophy at Micromax. But, this parameter had become more like a norm rather than an aspiration at Micromax. Micromax was ready to overlook the regular established recruitment norms, such as long careers built in large organizations and the leadership here did not run, disciplined experiments. It has presence in other countries like Russia, Bangladesh, Nepal, Sri Lanka, UAE, Pakistan, Afghanistan, Bhutan, Maldives, Nepal and Sri Lanka. , Harvard Business School Press, Cambridge, MA. Micromax, commissioned vendors in China and Taiwan to manufacture 10,000 handsets with these, battery specifications. This book examines the reasons behind this phenomenon, and asks whether it suggests a new model of economic development. Micromax and HTC has also contributed a lot to the overall growth. It can, also be used for fundamental course in marketing management or principles of marketing. Micromax successfully developed products around targeting the. The extra margin was meant to take care of the marketing needs of the distributor. The target consumer was youth of this, country who always looked for innovations that were affordable and directly addressing. It is a way of life in India, where washing machines are used for whipping up yogurt drinks, but it is also an innovation theory that is proving to be increasingly influential in the. Micromax Informatics Ltd: Marketing strategy for emerging markets. While the big players like Nokia, Samsung, LG, Motorola and SonyEricsson make up for 70% share, the market has of late seena slew of domestic firms such as Micromax, Karbonn andEntex making large … India did not have a ready-made market for ORVs as such. . “We had two options –, compete on price or be different, so we decided to be different”, Jain had said. The last 15 minutes of the class should be used for closing the arguments. Indian brands with global ambitions that could take a cue from this strategy. Naturally, the, manufacturers did not apply different standards while manufacturing for an Indian. Marketing strategy is defined by David Aaker as a process that can allow an organization to concentrate its resources on the optimal opportunities with the goals of increasing sales and achieving a sustainable competitive advantage. Marketing mix is the general concept in marketing that still used in business today. attributes such as design innovation, a drive for performance and marketplace tactics. This practice was not followed by the industry, even by, market leaders such as Samsung or cash-rich MNCs such as Apple or Nokia, who could, afford to offer lines of credit to their distributors. Aaker, D.A. (1984), “Domestic technological innovations and dynamic comparative advantage”, Lee, K. and Lim, C. (2001), “Technological regimes, catching-up and leapfrogging: the findings from, Macher, J.T., Mowery, D. and Minin, A. Therefore, one of the key focus areas for building a strong connection with the end-users, was to bring alive brand experiences across multiple touch points backed by an innovative, product line up. Joydeep was reminiscing about his early days at Micromax, when it felt like he had been, thrown into the deepest end of the swimming pool with so many things to do. Especially, so, when the local and global competition was hotting up to a new launch every week. Rahul, had commented that, as there was no debt on the balance sheet, they could afford to put, more money into overseas expansion. I would rather have brand perception drive, As per an industry report in 2013, around 60 mobile handsets companies were marketing, in India, and it was not easy for all companies to grow at a healthy rate. This can be compared to the product offering of Micromax and used to derive conclusions, for their successful marketing strategy of “Performance”. Micromax is planning to set up two more manufacturing plants in Bhopal, Madhya Pradesh and Bhiwadi, Rajasthan. Polaris specialized in building world class off road vehicles (ORVs) and was a global leader in the same. Jackman’s, signing in would also benefit the brand in India, as his images would make the brand less, Indian and more international and move (to some extent) the Indian brand closer to the. When, creating innovative, new products for markets at the base of the pyramid, it is not just about, making consumer products cheaper, it is about coming up with products that actually meet, the specific needs at the bottom of the pyramid. However, Russia was not the first country Micromax tried to expand, into beyond South Asia. Imitation to Innovation: The Dynamics of Korea's Technological Learning. A product-related attribute can create a value proposition. Supplementary materials It wanted to use the Canvas brand ambassador in its. Subject code Case overview This does seem workable to you, does it not? For those who want two numbers but one handset. in India therefore becomes several times higher than the macroconsumers in America. However, the concept of Polaris experience zones, which used the concept of experiential marketing was a hit and started yielding returns. the fast-evolving consumers.” Micromax shipped 2.58 crore handsets during calendar year 2013, up from 2.19 crore handsets during 2012 Market share increased to 10 per cent from 6 per cent. All rights reserved. B2C marketing refers to a marketing strategy that’s designed for a company that markets its products or services directly to consumers. with a closing, of 15 minutes, to wrap-up the session. International Marketing, Marketing Strategy. “Jugaad”, Suggested Reading: Govindarajan, V. and Trimble, C. (2012), Reverse Innovation, Havard, strategy – to tap an emerging market, as has been seen in the case of. Micromax had devised innovative ways of targeting the price-sensitive consumer in an, emerging market such as India and believed there could never be a saturation point, as, consumers bought multiple handsets and kept changing and upgrading their handsets. Instances of positioning were very clear with feature trending and innovative, product design such as Bling or the Funbook range of phablets, which met with runaway, success. Leading the company’s Product and Sales, strategies, Rahul had 13 years of enriching experience, and the phenomenal growth of, Micromax could be attributed to his dynamic leadership. with a new technology and new design with adaptive prices. Case overview Some of the most successfully designed products in previous years had followed the, principle quoted by Sharma of working around the target customers. They are basically catering to theneed of the customers of the rural area.For example the first mobile Micromax introduced inrural area was having the battery backup of 30 dayswhich was catering to the need of the rural market ofinconsistent power availability. – Strategic brand management or marketing strategy courses at MBA level. Hence a mobile phone company can use any of these three approaches – microconsumer, Micromax. However, few could position, brand and sell, it the way Micromax did. to generate positive interest from consumers and developers alike. In plain, language, this is what Micromax had to do to stay in the market (see feature trending in. The CMO with the Midas touch set to work to understand what brand Micromax, did differently from others which set them apart in a heavily cluttered and price-sensitive, market. Polaris Industries USA Inc. it was founded in India in 2011 with Mr Pallav Dubey as Head of the organization. Let us start the Micromax Marketing Mix & Strategy: The product strategy and mix in Micromax marketing strategy can be explained as follows: Micromax aims at using innovations and advance technologies in its products to provide its customers the latest experience. Listen up: This is NOT a lame guide that lacks actionable strategies. Outside of India, the company could utilize more credibility with the Made in, Once again, what Micromax was attempting to do by signing on an international celebrity, for endorsements was to gloss over a perception in the minds of the consumer about the, brand’s Indian roots. Therefore, the stage was set for the entry of Hugh Jackman, the brand ambassador for, Canvas Turbo print and electronic advertisement in January 2013. “. How can the marketing strategy at Micromax propel the. The electronic advertisements were geared, towards tapping this segment where other brands have not been before. This article builds upon these core elements by looking at how the knowledge boundaries of firms, the division of innovative and productive labor, and the governance of knowledge have evolved over time in the advanced industrialized countries in order to. “If we stocked up a distributor 1,000 handsets and asked him to sell them over a, month, he would worry less about his daily sales”, conveyed Agarwal, the promoter, during. capabilities: a framework to study industrial innovation in developing countries”, KITeS Working Paper. It seemed likely that a company with the highest number of product variants would, The students studying this case are expected to learn: marketing, Teaching Notes are available for educators only. the company’s national leadership position while creating a roadmap for its global foray. It appeared Agarwal had included the distributor as a stakeholder in their business. 36 No. build and sell the whole thing themselves and sell it for 40 per cent less than the Nokia 32. Karan Thakkar, a senior market analyst at IDC. Every night, the PCO owner would lug the battery 12 km, to an adjoining village on his cycle, charge it there overnight and lug it back to Behrampur, in the morning. Case overview In the case of Micromax, a mobile handset maker from India tried to drive home the point that sustainability in emerging markets did not lie in inventing a new technology like Apple or Nokia or Sony did, albeit accompanied with a premium price tag. rather than on those of the product or service. Browse 4Ps Analysis of more brands and companies similar to Micromax Marketing Mix. A diversified company needs multiple marketing strategies, each for a lot faster now they! The Bling range of competitively priced devices new CMO with the student, community, answer! 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