VIKAS JAIN, FOUNDER MEMBER AND BUSINESS DIRECTOR, MICROMAX EXPLAINS TO SURBHI CHAWLA HOW HE OVERTHREW THE DOMINANCE OF BIGGIES LIKE NOKIA, LG... AND MORE
Just two years ago, Micromax was virtually an unknown company. But today, it’s not only the country’s 3rd largest mobile handset manufacturer, but also set to taste the waters overseas. 4Ps B&M grabs on to Vikas Jain to learn about the company’s future plans, both at home and abroad.
When you started, there weren’t any Indian players around. What prompted you to get into a market that was completely controlled by large MNCs?
We already had a B2B business under which we were carrying out a lot of research on market insights and understanding the psychological profiles of consumers to ascertain what would they want from their device. During one such meeting, we found out that consumers were actually compromising in terms of the device that they want. So there was a clear need gap and that prompted Micromax to venture into handsets with an objective of providing devices that were nearer to what the customers wanted. Also, at that time there were only five players – Nokia, Motorola, Sony Ericsson, LG and Samsung and we realized that the mobile market was going to be big and only five players may not be able to address to the entire market.
Having established a brand, now the second biggest challenge for you would be to drive in repeat sales. So are you seeing the same?
Yes, we see a lot of Micromax consumers upgrading to another Micromax phone, which is a sign of the consumer delight.
What is your current average selling price?
Right now it’s at Rs.2,500. But we can see it only going up as we are expanding into the urban market and planning to launch some more 3G phones, EVDO phones, Android and Windows based smartphones.
Which are the international markets that you are looking at?
We have operations in Sri Lanka, Bangladesh and Nepal. UAE will join the list next month followed by Latin America, which is next on our agenda.
For more articles, Click on IIPM Article.
Source : IIPM Editorial, 2011.
An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).
For More IIPM Info, Visit below mentioned IIPM articles.
IIPM B-School Detail
IIPM makes business education truly global
IIPM’s Management Consulting Arm - Planman Consulting
Arindam Chaudhuri (IIPM Dean) – ‘Every human being is a diamond’
Arindam Chaudhuri – Everything is not in our hands
Planman Technologies – IT Solutions at your finger tips
Planman Consulting
Arindam Chaudhuri's Portfolio - he is at his candid best by Society Magazine
IIPM ranked No 1 B-School in India
domain-b.com : IIPM ranked ahead of IIMs
IIPM: Management Education India
Prof. Rajita Chaudhuri's Website
IIPM in sync with the best of the business world.......
---------------------------------------------------------------------------------------------------------------
Just two years ago, Micromax was virtually an unknown company. But today, it’s not only the country’s 3rd largest mobile handset manufacturer, but also set to taste the waters overseas. 4Ps B&M grabs on to Vikas Jain to learn about the company’s future plans, both at home and abroad.
When you started, there weren’t any Indian players around. What prompted you to get into a market that was completely controlled by large MNCs?
We already had a B2B business under which we were carrying out a lot of research on market insights and understanding the psychological profiles of consumers to ascertain what would they want from their device. During one such meeting, we found out that consumers were actually compromising in terms of the device that they want. So there was a clear need gap and that prompted Micromax to venture into handsets with an objective of providing devices that were nearer to what the customers wanted. Also, at that time there were only five players – Nokia, Motorola, Sony Ericsson, LG and Samsung and we realized that the mobile market was going to be big and only five players may not be able to address to the entire market.
Having established a brand, now the second biggest challenge for you would be to drive in repeat sales. So are you seeing the same?
Yes, we see a lot of Micromax consumers upgrading to another Micromax phone, which is a sign of the consumer delight.
What is your current average selling price?
Right now it’s at Rs.2,500. But we can see it only going up as we are expanding into the urban market and planning to launch some more 3G phones, EVDO phones, Android and Windows based smartphones.
Which are the international markets that you are looking at?
We have operations in Sri Lanka, Bangladesh and Nepal. UAE will join the list next month followed by Latin America, which is next on our agenda.
For more articles, Click on IIPM Article.
Source : IIPM Editorial, 2011.
An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).
For More IIPM Info, Visit below mentioned IIPM articles.
IIPM B-School Detail
IIPM makes business education truly global
IIPM’s Management Consulting Arm - Planman Consulting
Arindam Chaudhuri (IIPM Dean) – ‘Every human being is a diamond’
Arindam Chaudhuri – Everything is not in our hands
Planman Technologies – IT Solutions at your finger tips
Planman Consulting
Arindam Chaudhuri's Portfolio - he is at his candid best by Society Magazine
IIPM ranked No 1 B-School in India
domain-b.com : IIPM ranked ahead of IIMs
IIPM: Management Education India
Prof. Rajita Chaudhuri's Website
IIPM in sync with the best of the business world.......
---------------------------------------------------------------------------------------------------------------
RSS Feed