Micromax Returns
| Case Code: MKTG431 Case Length: 11 Pages Period: 2014-2020 Pub Date: 2021 Teaching Note: Available |
Price: Rs.300 Organization : Micromax Informatics Limited Industry :Technology & Communications Countries : India Themes: Marketing Strategy, Brand Revival, Marketing Strategy |
Abstract Case Intro 1 Case Intro 2 Excerpts
Excerpts
Downfall
Micromax experienced a bumpy ride in 2015. The smartphone maker lost nearly 8% in market share between December 2014 and 2015. Intense competition, spurred by an onslaught of new entrants from China, reportedly hit the company’s shipments, which were down 12.1% year on year and 23.5% quarter on quarter in the fourth quarter of 2015 . Chinese OEMs, such as OPPO from whom Micromax sourced phones, started flooding the Indian smartphone market, offering high-end smartphones at affordable prices...
Micromax’s Reentry
Reportedly, Sharma started working on a new range of mobile handsets to be launched in 2020 more than a year earlier when the US and China were engaged in a global trade war . However, the geo political tensions between India and China at the border due to the Galwan Valley standoff, and the rising anti-Chinese sentiment among customers gave the brand an opportunity to make a comeback...
A Difficult Road Ahead
As Sharma tried to revive Micromax’s smartphone business by appealing to people’s patriotic and nationalist sentiment, one of the biggest challenges for the company going forward would be to attract the attention of customers and rebuild customer trust. Analysts pointed out that Micromax would have to launch a smartphone in the entry-level segment and deliver value to the customer. For this, a lot of investment was needed and the scale and volume required would be huge, they added. According to Singh,..
Exhibits
Exhibit I: Micromax Annual Revenues (FY 2012-2018)
Exhibit II: Micromax’s Market Share (%) in Feature and Smartphones in India (2014-2019)
Exhibit III: Micromax’s Ads for “In” Range of Smartphones
Exhibit IV: Product Features of Micromax ‘In’ Series Mobile Handsets
Exhibit V: India Smartphone Shipments Market Share (%) (Q1 2019 to Q3 2020)
Exhibit VI: Top Brands in the Indian Smartphone Market (Q3 2020)
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