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Micromax Informatics Ltd: Marketing strategy for emerging markets

Soma Arora (Assistant Professor at Institute of Management Technology, Ghaziabad, India.)

Publication date: 28 September 2015

Abstract

Subject area

Marketing strategy, strategic innovation.

Study level/applicability

Strategic brand management or marketing strategy courses at MBA level.

Case overview

It seemed likely that a company with the highest number of product variants would consider product innovation to be its key source of sustenance in a crowded marketplace. Especially so, when the local and global competition was hotting up to a new launch every week. In the case of Micromax, a mobile handset maker from India tried to drive home the point that sustainability in emerging markets did not lie in inventing a new technology like Apple or Nokia or Sony did, albeit accompanied with a premium price tag. For the emerging markets, it was important to optimize the offering for the consumers. Strategic optimization could result from bridging the gaps in performance, infrastructure and organization design, which came naturally to this marketing-savvy mobile maker. Any company could make a cost-effective phone, but few could position, brand and sell it the way Micromax did. Shubhodip Pal, Head of Marketing at Micromax Informatics Pvt Ltd, India, pondered the marketing strategy which could pave the way into maintaining the company's national leadership position while creating a roadmap for its global foray. For Micromax, marketing strategy innovation, and not product innovation, would fulfil the goal of long-term growth in India and overseas markets.

Expected learning outcomes

The students studying this case are expected to learn: marketing strategy in emerging markets such as India, marketing strategy as the critical success factor for upcoming Indian companies rather than product innovation and doing business in emerging markets.

Supplementary materials

Teaching Notes are available for educators only. Please contact your library to gain login details or email support@emeraldinsight.com to request teaching notes.

Keywords

Acknowledgements

The author would like to acknowledge the contribution of the promoters at Micromax Informatics India for sharing valuable insights into their robust marketing strategy. The case could not have been compiled without their consent and support. Additionally, the author would like to thank Mr Andre Augustine, Manager Corporate Communications at Micromax, who helped in putting all the information together and even co-authored this case study.

Citation

Arora, S. (2015), "Micromax Informatics Ltd: Marketing strategy for emerging markets", , Vol. 5 No. 5. https://doi.org/10.1108/EEMCS-06-2014-0158

Publisher

:

Emerald Group Publishing Limited

Copyright © 2015, Emerald Group Publishing Limited

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