Marketing with a gap
Micromax has a rather great reach within India. This means whether you are in a massive city like Delhi or a small city out Agra, you can quickly discover a Micromax phone from the shop. Now, Samsung also has spent a great deal of money in its distribution chain, and only like Nokia of the previous days, it is omnipresent in the Indian phone market. However, when you combine the fact that Micromax phones are readily available together with the low prices at which they are available, you receive a winning combination. In comparison, Samsung nevertheless comes across as kind of a superior brand, which is much more expensive.
Even though Micromax may not have as much marketing funding as multinationals have, it does a great job of marketing itself. At the same time, it also aggressively applies to courtroom customers. However, more important than the money it is spending on marketing is the way the company pays. It targets young customers, who are more passionate about their phones and often change their phones. It portrays the Micromax brand as a trendy, stylish brand that is different from others. The tagline -- Nothing Like Anything -- will function. If we compare, Samsung comes off as a more mature, but also brings enormous prices. In the fantastic old days, creating and selling phones was a challenging company. Companies like Nokia would spend tens of thousands of dollars attempting to best the phone until they can release it in a market. They had to employ programmers and operate on its software. That sounds companies with more funds stood the better chance of prevailing in the market. Now, whether the phone is manufactured by Micromax or Samsung, if it is operating Android, it offers almost the same functionality. Yes, there are still differences, and large companies still have many advantages. However, the market dynamics have also changed. Now, competing with larger businesses is easier. Android creates a level-playing area and Micromax has exploited it quite nicely in the last couple of years. India is a market where nothing sells better than the minimal price. Consumers, especially people who are purchasing their very first smartphone after ditching the feature phone they had been using for the last six years, are very price conscious. This is the reason the attraction of an established brand, which may operate in a European country or the US does not do the job here. In India, people will purchase the phone that is priced cheap, even though it means compromising somewhat about the brand value. Hence, it mostly sells smartphones at Rs 4,000 to Rs 15,000 price brackets. That price section where a lot of the customers are, and by providing folks phones, they can afford, Micromax reaps enormous rewards.
Android creates a level-playing area Exactly like the way Android has built a level-playing field when it comes to software, the Chinese phone factories have allowed everyone to acquire cheap manufacturing tools. Each company, from Apple to Micromax, sells phones made in China. It is no more necessary to prepare expensive factories or invest tens of thousands of dollars on R&D to get a phone company now. The practice of making phones has been commoditized from the Chinese factories. In case Micromax wants to compete with Samsung, it does not have to spend years designing and analyzing its phone. All it should do is visit China, provide manufacturers a list of what it wants and it will find that.
According to market research and agency analysis, Micromax is the number one smartphone company in India at this time. It has a market share of 22 percent compared to 20 percent of Samsung. This is huge for Micromax. It is also a significant moment in the Indian phone business thinking about the actual difference between Micromax and Samsung -- one is a feisty home-grown company while the other is a big multinational company with annual earnings in billions of dollars every 3 months.
Samsung had the entire smartphone market in India in its grasp. There is an impression that the company is spending an excessive amount of time and energy seeking to compete with Apple instead of capitalizing on the opportunities that markets like India supply. Instead of coming out with some excellent budget phones, it maintained promoting Galaxy Duos and Galaxy Aces with somewhat slower hardware and unappealing features. It is as if Samsung treated individuals with the lesser budget because of their new phone as second-class customers. Meanwhile, for Micromax, the lower and middle sector of the market was the primary market. It wooed budget shoppers, and they rewarded it by purchasing its phones.
From the world of smartphones, to maintain the buzz around your merchandise either you have to be Apple, or else you have to keep folks interested on your phones by showing them a new phone each month or even each week. Micromax launches almost one or two phones each month, maintaining the brand name fresh in people's memories. A strategy focussed on a large number of smartphone models also helps the company deal with various requirements of customers. Want a phone with the extended battery? Want a phone using a large screen? You have the idea.
Great reach within India's small cities and rural areas
So, how did Micromax shoot past Samsung?
