all the points related to micromax is discussed here
from products earlier provided by them and now also
drawbacks of micromax
reasons of failure of micromax
2. CONTENT
1. Short Info
2. Introduction
3. Evolution of logo
4. Product
5. Competitors
6. Reasons of downfall
7. Comeback successful ?
8. Segments
9. Conclusion
3. Trade name Micromax
Type Private
Industry • Electronics
• Consumer electronics
• Computer hardware
• Home appliances
Headquarters Gurugram, Haryana, India
Area surved Worldwide
Subsidiaries • YU televentures
• Bhagwati products ltd mobi serve
• Micromax Informatics FZE
Website www.micromaxinfo.com
4. INTRODUCTION
• It was founded in 1991 by Mr. Rajesh Agarwal
• It was never a phone company
• It was a distributor of computer hardware
• In early 2000s was a software company
• It entered into mobile segment in 2008
• Within 3 years it has become one of the largest Indian
domestic mobile handset company
• Now it is an Indian consumer electronic company
8. MARS
JUPITER
PRODUCTS
• Funbook series
• Canvas
• Bharat series
• Canvas Infinity
• YU ACE TV
• Canvas 3 TV
• IN Series
Micromax launched its IN Series on 2020 with the introduction of
two models IN 1B and IN Note 1. They promised two years of
Android Security Updates and assured to always use Clean Stock
Android in this Series.
14. DOMINANCE OF CHINA IN INDIAN MARKET
• In India, out of five best selling smartphones, four are
Chinese vendors.
• Xiaomi retained the top point with a 27.1% (Q3) market
share comprising 12.6 million shipment units.
• However, their market share has fallen from 30% in Q1
2019.
Reasons that made MICROMAX
failure
15. PROMOTION OF BRAND AND BRAND VALUE
• Other brand like MI, OPPO, VIVO have more valuable
product than Micromax and they have more power of
branding (Advertising).
• According to the IDC report, in the second quarter of
2019 (Q2), smartphone shipments reached to 36.9
million, up from 32.1 million in the previous quarter,
according to International Data Corporation’s (IDC)
Asia /Pacific Quarterly Mobile Phone Tracker.
16. MARS
JUPITER
QUALITY AND SPECIFICATION
• Everyone looks for a smartphones which have a great
feature & quality. Now a days people required more
features in less effective cost. Features like Quad
Cam, Snapdragon processor is available in lowest
price.
• But Micromax is still selling 3G keypad phone and
they are not ready to change themselves with the
new emerging market.
17. TIME FOR E-COMMERCE
• We all prefer to buy online because it gives us a lot of
things like a discount, return, free delivery and
replacement policy as well.
• The offline market is being dominated by Oppo and
Vivo.
18. PRICE WAR/SEGMENT
• As you know that Chinese companies let you
provide more specifications with a low budget so we
could buy without thinking too.
• If you visit a mobile shop to buy a Smartphone, the
shopkeeper will show two smartphones. One has a
Snapdragon processor, quad camera, 01S, 5000
mAh Battery, 4GB of RAM, etc which price is
25,000. Second has the same feature but the price
is around 15,000.
19. SHORT-SIGHTEDNESS IS HARMFUL TO
BUSINESS GROWTH
• Micromax lacked insight and concentrated only on the
cheaper models.
• Even though the majority of the country is a rural sector, still
the sales of smartphones are primarily observed in the urban
and semi-urban centres.
• Micromax, just like Nano, emphasised on providing cheaper
products.
20. TRANSPARENCY IN THE ORGANIZATION IS
ESSENTIAL
Micromax decided to hire new executive and officials.
Top-level executives and CEOs resigning just when the
company needed their advice .
Transparent communications and collaborative approach
is essential for any business expansion.
21. SELF DEPENDENCE IS THE PILLAR OF
STRENGTH
Micromax is dependent on OEMs for manufacturing its
phones.
Micromax did not have any indigenous manufacturing
facility and it was solely depending on the imported
Chinese handsets.
This proved to be a blunder in the long run.
22. Commenting on Micromax's strategy,
Research Director Tarun Pathak said,
“Micromax has returned to the Indian smartphone
market with its IN Note 1 and IN 1b models.
Both models have received positive feedback from the
consumers. In Q4 2020, Micromax reached its highest
market share in the last six quarters
WAS COMEBACK SUCCESSFUL?
23. SEGMENTS
MARS
JUPITER
Mobile handsets
•Feature phones
•Smartphones
Consumer Electronics
•Televisions
•Air Conditioners
•Refrigerators
•Washing Machines
Known for mobile handsets and LED TV panels,
Micromax is also expanding its portfolio in the consumer electronics
segment, targeting the "premium economy" consumers.
24.
25.
26.
27. CONCLUSION
• Changing your self with changing environment is more
important to survive in this sea of electronic market.
• As we have seen that Micromax was not ready to change,
then it is easy for new players to increase there dominance
in Indian market like Oppo, Vivo etc.
• This decade has seen several changes in the market
conditions and rise and downfall of many business ventures
like Tata Nano , Nokia and many others too.
