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IILM Institute for Higher Education

MANAGING MARKETING PROGRAM
PROJECT
Micromax

ON
Advertising and Sales Promotion
SUBMITTED TO
Dr. Anil Vashisht
Of
Master of Business Admiration (M.B.A)
By
Vishwadeep Bhatnagar (PG20101348)

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Introduction
The telecom market in India is very vast and growing rapidly worth 130 million handsets
annually. while the big players like Nokia, Samsung, LG , Motorola make up around 70%
share, the market of domestic firms such as Micromax , Karbonn Entex are making large in
roads to stay in the field.
Micromax had started is operations in 1991as an embedded software design firm, but was in
corporate as a company in 1998. And today Micromax is counted among the Indias leading
telecom companies. Micromax has successfully generated innovative technologies that have
revolutionized the consumer space,
Micromax has a lot of interesting &innovative products included in their product portfolio.
Some of the Innovations of Micromax are stated below these feature makes the USP for its
products
Handsets with Dual SIM
Handsets having gravity sensor to switch networks(GSM to CDMA)
Handsets for girls , made with enlightened- Swarovski Elements, Compact Vanity
Remote control phone
Micromax is doing very well in rural market. Around 80 % of sales are coming from the
rural market and they play a vital role in the substantial monthly growth of Micromax. They
are now moving towards the competitive towns as well.






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Advertising
The Micromax uses Integrated Marketing Communication (IMC) tools to promote its
products and to build a strong image in the mind of its customers. It is using 360 degree
advertising and marketing strategy in order to capture more consumer space in telecom
market.
For marketing of its product Micromax is focusing on the two areas where Indians mainly
focus and these are
Sports
Micromax becomes the title sponsor of the tournament and series of many Indian cricket
leagues like IPL, Asia Cup
Bollywood
It is a major platform to create brand awareness among the people between 18 and 27 years.
Akshay Kumar was chosen to be the Brand ambassador of the company. Recently Twinkle
khanna was promoting Micromaxs bling phone. Firm had also sponsored IIFA award held in
Sri Lanka. Micromax use television to broadcast its advertisements. They also use
Newspaper, hoardings and Bill boards to advertise its products. Micromax has carefully
selected the media to reach its target audience to showcase the innovative aspects of the
product is portrayed.
The marketing and advertising of Micromax Company is handled by advertising company
Lowe Lintas. It is the Indias largest communication groups. It is founded as a part of
Hindustan lever in 1939. It employs more than 650 people across eight divisions and nine
cities all over India.
It is a full service agency; it provides all the services like Marketing Research, Production,
Designing, Selecting and Purchasing type of Media
Lowe Lintas India is the wholly owned subsidiary of the Interpublic Group. Its headquarter
at London and has over 80 offices in 73 countries and having clients like Unilever, Johnson
& Johnson, Nestle and many more.

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The main consumers of Micromax are the rural people as they demand a handset having
regular features and are available at affordable prices like Micromax Xi and the youth
because they want new and innovative features like more capacity, better music and camera
and trendy face value.
The source through which Micromax are people about their products are Celebrity. They are
using Akshay Kumar and his wife in their advertisements. The reason being the face of
Akshay Kumar is very Likable and popular among the target audience.
All advertisements of Micromax clearly conveys the message that they are the best in
manufacturing phones which have innovative features which make life simple and available
at affordable price.
The channel through which Micromax spread its message are Broadcast i.e. Television and
Radio, Print Media i.e. through newspaper, and through support media i.e. hoardings and bill
boards.
As the brand moves up in its product life cycle the advertising objective of Micromax
changes. In the first phase i.e. introduction stage their objective is to create awareness about
the products. When the company moves to second stage i.e. growth stage the advertisement
objective is to recall the product so that consumer remain loyal towards their product.
Micromax has made the investment of around Rs 100 Crore for its brand building
initiative. It is using 360 degree marketing approach via multiple platforms. It had allotted
around Rs. 60 Crore for above the line advertising and other 40 Crore will go into below the
line initiatives.
The company is very innovative and creative as it develop new products with innovative
features. All the advertisements are centered on products highlighting their features.
Micromax has a Tagline nothing like anything this shows its ads wants to convey the
message that one can use a mobile in different ways in the future, other than talking and
texting. They pay lot of Money on Brand Promotions. Its every ad is different from one
another. The brand gets lot of eyeballs due to action and noise in their ads, also the celebrity
power.


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Conclusion
Micromax is a very innovative company as it launches mobile phones with very unique and
innovative features. It has utilized events and experience as part of their communication
strategy to enhance the recall rate and awareness level. Its advertisement campaign was
oriented to the rural market than the urban. It takes a right decision to sign Akshay Kumar to
endorse their brand as this will help them to create brand equity. It does not make very
creative advertisements; they simply narrate the features of the phone. They have planned to
spend a huge amount of Rs. 100 crore on advertisement and promotions.