What made Micromax so successful ?

A number of factors have contributed to this growth, which are  slowly propelling them onto bigger heights. Some of the notable reasons  may be put may be put down as:

                         

1. Using china as a manufacturing base:  Micromax took pains  to mark out those manufacturers in China who were working with global  brands like Apple and Samsung. For instance FoxConn manufactures the  handsets for Micromax too now. This has put Micromax in a better  position to compete with other big brand by ensuring quality products.

2. Rural target market: The primary target for Micromax was  the rural market, which it catered to by arming itself with a 30-day  long battery phone and dual Sim phones. Both of them were a hit and that  too at affordable prices. This entailed them with a market of their  own. It’s not that other established players like Nokia or Samsung  didn’t cater to this market. But Micromax was laced with more features,  which the basic phones of these brands couldn’t offer. The rural  population which chose features at lower cost over brand value, turned  out to be a good start for micromax.

3. Early android adoption: When others were dishing out new  operating software, or continuing with the old one (Nokia with Symbian),  Micromax lapped up the opportunity of using Google’s Android. This  helped them target the youth market in a better way. The aspiring youth,  who couldn’t afford the high end Android devices, were targeted.

4. Product rollout:   Where big international brand requires  roughly 18 months for a similar product to go through the retail  pipeline, Micromax takes barely a month or two to launch products. This  has ensured that variety as well as new-technology adoption, which helps  offer the customers something new regularly. Even the Canvas series,  which has been selling like hot cakes, has helped it to scale up the  brand value and reposition itself as not just a “cheap handset maker”.  The pricing strategy adopted for this has helped it a lot too. The  products, even its’ high priced Canvas are lower than Samsungs’ Galaxy  series.

5. Promotional campaigns: It has targeted Cricket and  bollywood as the basis of promotions for itself, which is directly  catering to the Indian market as it is these associations, which has  garnered it the visibility and also helped it shed its image of a  Chinese phone to a Brand on its own.  Recently it associated itself with  a fashion show, where designers used its latest Canvas Turbo with full  HD in the designing of their apparels. Of late, it has relied on premium  associations so as to continue re-positioning itself, and shed its’  long standing image of a low-price player.