1. PRODUCT DECISION - MICROMAX
Learning Team C-06
Shriya Agarwal
Subhayu chowdhary
Vishal Gulati
Vatsal Bhargava
Syed yusuf
Sonam shukla

2. PRODUCT MIX : MICROMAX Data Cards 3G Router Phones Smart Phones
Featured Phones
Laptops
Lap Tab
Tablets
Canvas Tabs
Consumer Electronics
Led T.V.’s P R O D U C T
DEPTH
Canvas Bolt
Sliver S301
Xpress D303
Selfie 2
Selfie Lens
Knight 2
Knight Cameo
HUE 2
Doodle 4
Doodle 3
Unite 3
Nitro 2
Spark
Fire 4
Fire 3
Play
Juice 2
Win
Micromax X242
Micromax F145
Micromax C260
Micromax C205
Micromax MMX219W
Micromax MMX350C
Micromax MMX210G
Micromax MMX345G
Micromax MMX440W
Canvas Lap Tab LT666
Canvas Tabby
Canvas
Tab P690
Tab P480
Tab P666
Tab P470
50K2330UHD
50C1200FHD
42C0050UHD
39B600HD
32B200HD1
24B600HD
20B22HD-TP
PRODUCT LINE
PRODUCT LINE
PRODUCT LINE
PRODUCT LINE
PRODUCT LINE
PRODUCT WIDTH

3. LINE STRETCHING, FILLING, MODERNIZATION & PRUNING
Examples - Canvas Knight 2, Doodle 3, Doodle 4, Ultra Hi-Def LED TV (50K2330UHD), & Ultra Hi-Def LED TV (42C0050UHD).
Line Filling:
Examples - Micromax X242, Micromax C260, Canvas Tab P666, Canvas Tab P690, Hi-Def LED TV (24B600HD) & Hi-Def LED TV(20B22HD-TP).
Modernization:
Examples – Canvas LapTab & Canvas Sliver 5.
Line Pruning:
Examples – Canvas Knight & Canvas Gold.

4. COMPONENT MODEL CANVAS
LEVELS OF PRODUCT
COMPONENT MODEL CANVAS
CORE
Basic Needs, Benefits
ACTUAL
AUGMENTED
Quality Level
Design
Packaging
Features
Credit Payment
Brand
Warranty
After Sales Services

5. BRAND DEVELOPMENT STRATEGY
SMART PHONES
Existing
New
Line Extension
Brand Extension
Multi Brands
New Brands
Existing
MICROMAX CANVAS
New

6. PRODUCT LIFE CYCLE STAGE
CANVAS SERIES
AT MATURITY PHASE

7. PRODUCT LIFE CYCLE : STRATEGY
Strategies
Introduction
Growth
Maturity
Product
Offering a basic product like starting from a entry level Canvas Smartphone
Offer product extensions, services and warranty.
Diversify the brand and models.
Price
Use cost-plus pricing.
Pricing to penetrate market
Pricing to match or beat competitors.
Distribution
Build intensive distribution.
Build more intensive distribution.
Advertising
Stress brand differences and benefits. The new Canvas series Ads by Hugh Jackman are an example for this.
Sales promotion
Reduce to take advantage of heavy consumer demand.

8. CONCLUSION
Micromax has extensive plans for setting it’s sights even higher.
Micromax’s product decision aims are “Nothing Like Anything”.

9. Thank You…