1. COMPETITIVE STRATEGIES

2. 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

4. 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

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

7. MARKET LEADER STRATEGIES

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

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

12. CHALLENGER STRATEGIES

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

15. 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

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

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

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