Flaunte January 2013 Edition - New Delhi Institute of Management

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MICROMAX - Increasing Foot print By Dhruv Wadhwa Not so long ago, the Delhi based mobile handset maker entered the territory dominated by the likes of Samsung, Nokia and Sony but soon it managed to carve out a market for its own range of mobile phones. Micromax focuses on today’s generation which is more than ever aspiring, enthusiastic, fun loving & experimenting. Further, Pratik Seal, Country Head , Marketing , Micromax India says ,”The design that reflects the brand ‘s personality-that is young, innovative, audacious, outgoing, dynamic, fluid and energetic with an international appeal-will surely be on the top”. Micromax has already tasted success with its mobile phones becoming a roaring hit and riding on the profitability waves, the company announces its foray into the home entertainment segment with the launch of new range of LED TVs, Home Theatres, 3D Blu Ray and SMART Stick, the Android dongle which will make TV viewing a smart experience. With this launch, Micromax aims to become the new age screen partner for consumers; be it phones, tablets or televisions. Micromax has set up a 1 lakh sq. ft. of manufacturing facility spread over 5 acres, with a production capacity of 2,000 LED TV units per day at Rudrapur, Uttrakhand. The facility will also double up to manufacture the tablet PC Funbook and mobile accessories, which in the last 6 months has received tremendous response. The LED TVs will range from 24" to 55" and will be competitively priced between Rs. 15,990 and Rs. 1,29,990. It all started in the year 2008 when Micromax (founded in 1991) entered the Indian cell phone handset market in March,2008 and had a market share of 0.59% . Within six months the company registered record sales & since then seen a continuous rise. Micromax launched its first phone in rural market with a very unique USP-30days standby battery time. The brand was launched i.e. X1i from a consumer insight that most of rural households do not get enough electricity to recharge phones on daily basis. The success of X1i egged the company aggressively make further inroads into the market. Indian base manufacturer, Micromax possibly seems to be one of the most aggressive move to entice the market sales in the Indian Smartphone arena from the Global rival prevailing in the market (Samsung, Nokia, HTC).They launched phones starting from affordable range viz. Rs 1250-12500 including its successful products Q5, Q7, Bling, Android Thereafter, Micromax decided to take a step further and launched a data card viz. new pocket 3G wireless router MMX400R on 4 th May, 2011. Then also Micromax decided to go
further to compete with the market and launched Funbook tablet on April 3 rd , 2012 powered by Android 4.0 Ice Cream sandwich and 7’’ capacitive display and mini USB port. After creating a category od edutainment tablet, Micromax then introduced a 10’’ tablet which promises more fun and education to all consumers price at Rs. 9999. The new Funbook Pro boasts of a thin-and-light design, brilliant display, powered by Android 4.0 Ice Cream Sandwich, easy multitasking, customizable home screens and a full suite of familiar applications-as well as powerful new ways of communicating and sharing. And, finally with its foray into the home theatre segment, Micromax is all geared up to make its presence count by taking on some of the industry leaders. Commenting on the launch, Rajesh Agrawal , Managing Director and Co-Founder, Micromax “Micromax is increasingly focusing on the smart devices and has introduced a series of Android powered devices in the screen range of 5” to 10”. As consumer preferences evolve and they want their devices and experiences to be smart and personal, we will feel the future of TV will depend on user, programming, connectivity and personalization.” Micromax could be a better bet in the upcoming years if it Rs. 8 billion IPO is successful. It can use the proceeds to ramp up its marketing spend considerably. NOKIA – Out but not wiped out By Mritunjoy Das Sagging sales, stifling innovation and cut-throat competition may be apt to describe Nokia’s status quo but certainly, it cannot be written off. Nokia is the global leader in mobile communication whose products have become an integral part of everyone’s life around the world. Every day more than 1.3 billion people use their Nokia mobile to share their experiences, access information and simply to speak to one another. Nokia’s technological and innovated products have made it one of the most recognized brands in the world. Nokia Siemens Networks is one of the leading providers of telecommunication infrastructure hardware, software and services. But in recent times, the world’s top position in mobile industry has been overtaken by Korea’s Samsung. In the popular narrative of Nokia's eclipse, it is Apple's iPhone that steals the light, and It is also losing its sheen in the basic phone market, which had been a reliable generator of profits and carried the promise of years of strong growth in emerging market. Its basic phone sales fell 16 percent in the first three months of 2012, and have fallen in four of the last five quarters, while competitors like China's ZTE and Huawei have been growing rapidly. In 1stquarter of 2012 its sale
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Flaunte January 2013 Edition - New Delhi Institute of Management

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