COMPETITIVE STRATEGIES

About MICROMAX Indian Consumer Electronics Company located in Gurgaon, Haryana Fastest Growing and emerging leader in the mobile and consumer electronics space in India Global business presence spread across various countries Set up its own manufacturing unit in India

FIRST OF ITS KIND 30 days battery backup Micromax X2i First universal remote control phone Micromax X235 First dual sim dual mode active phone(GSM+CDMA) Micromax GC700 Micromax Q55 Bling First women’s phone with a swivel form and Swarovski navigation keys

ABOUT Samsung ElectronicS South Korean multinational electronics company World’s largest manufacturer of mobile phones Second largest market share in India

MARKET LEADER STRATEGIES

MOBILE DEFENSE Generic need of the consumers was Communication Broadened the company’s portfolio by introducing tablets Samsung Galaxy Tab 10.1

FLANK DEFENSE Realized the high price of their flagship phones Launched Samsung Galaxy Grand Scaled down version of Galaxy S3

CHALLENGER STRATEGIES

FRONTAL ATTACK Launched Micromax Canvas HD Features comparable to Samsung Galaxy Grand Low in price

Brand/Specs Miromax A116 Canvas HD Samsung Galaxy Grand Price Rs 14,000 Rs 21,500 OS Android 4.1 Jelly Bean CPU 1.2 GHz Quad Core 1.2 GHz Dual Core Chipset Mediatek Unknown (Broadcom speculated) Memory 4 GB internal + 32 GB 8 GB internal + 64 GB Display 12.7-cm (5-inch) IPS display 12.7-cm (5-inch) WVGA display Resolution 720 x 1280 pixels, 294 ppi 480 x 800 pixels, 187 ppi Camera 8 MP (rear) + VGA (front) + LED flash 8 MP (rear) + 2 MP (front) + LED flash Battery 2,100 mAh

FLANK ATTACK Rural Market Research Gap Identification Micromax X2i Durable 30 days battery backup Low cost

CONCLUSION Micromax introduced dual SIM feature Micromax came up with Phablets Value for money Effective supply chain “Boring is out”

THANK YOU! Prepared By: Krishna Ghosh Anushka Khanna Nirupam Kritika Priyanju Pal Vrushali Patil Shubhanker Saxena