mmx mktng 2
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Promotion strategy -To increase visibility further, Micromax bombarded the market by advertising through outdoor, online, radio, exchange schemes and promotions via social causes. Place strategy – By placing the product in popular stores like Croma, The mobile store, Reliance Digital etc., high visibility was assured along with the competitive brands. Tie ups with local distributors for easy availability helped to tap the customers who did not visit the popular stores. Distribution strategy – For the B2C model, higher margins up to 15 per cent were offered to the dealers, which was higher than the industry average of 6 per cent to 10 per cent. And distributors were offered higher margins than what Nokia offered. This helped them penetrate the market deeper into the urban markets. In B2B model, where corporate selling was involved, tie ups with major corporate houses saved the margins of the distributors and Micromax could provide the corporate houses a lesser price than the market. Thus, the target market of professionals was reached. Customer acquisition & retention – Provided better after- sales service and an extended warranty of 2 years, thereby gaining the trust of the customer. Exchange offers played a major role in customer retention and created a chain of transactions with the customer. Results: The strategies helped in increasing the market share of Micromax and it penetrated deeper in the urban markets. It became the third largest GSM mobile phone vendor in India after Nokia and Samsung, with a market share of 6 per cent. It sold about 1 million mobiles every month. Bling was used by most women to flaunt the feminine attitude . By offering product differentiation with every new phone, Micromax became the largest Indian mobile company that almost cannibalized the market leader Nokia.
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Micromax advertising assignment
Transcript of mmx mktng 2
Promotion strategy -To increase visibility further, Micromax bombarded the market by advertising through outdoor, online, radio, exchange schemes and promotions via social causes. Place strategy By placing the product in popular stores like Croma, The mobile store, Reliance Digital etc., high visibility was assured along with the competitive brands. Tie ups with local distributors for easy availability helped to tap the customers who did not visit the popular stores. Distribution strategy For the B2C model, higher margins up to 15 per cent were offered to the dealers, which was higher than the industry average of 6 per cent to 10 per cent. And distributors were offered higher margins than what Nokia offered. This helped them penetrate the market deeper into the urban markets. In B2B model, where corporate selling was involved, tie ups with major corporate houses saved the margins of the distributors and Micromax could provide the corporate houses a lesser price than the market. Thus, the target market of professionals was reached. Customer acquisition & retention Provided better after-sales service and an extended warranty of 2 years, thereby gaining the trust of the customer. Exchange offers played a major role in customer retention and created a chain of transactions with the customer.Results:The strategies helped in increasing the market share of Micromax and it penetrated deeper in the urban markets. It became the third largest GSM mobile phone vendor in India after Nokia and Samsung, with a market share of 6 per cent. It sold about 1 million mobiles every month. Bling was used by most women to flaunt the feminine attitude . By offering product differentiation with every new phone, Micromax became the largest Indian mobile company that almost cannibalized the market leader Nokia.
