Failure of Micromax

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Failure of Micromax *******************************************************************************
Micromax failed from 2015 to 2017 *******************************************************************************
In 2015 Micromax 10 number one mobile smartphone brand in India buy 2070 it was not in the top list in India's preferred small smartphone *******************************************************************************
What was wrong with the Micromax smartphone because of which people started rejecting Micromax Brand *******************************************************************************
Micromax started preparing mobile phone manufacturing mobile phone from 2018 by 2010 to 12 Micromax was in a position to understand the preference need test requirement of the customer for the smartphone *******************************************************************************
Micromax that time had launched 35 to 40 mobile phones for each category each segment is target market so so it was good product range for various diverse Indian population accurately correctly identified for each and every target market segment in Indian mobile market *******************************************************************************
When are people thought of purchasing mobile phone at low cost there was only one brand Micromax *******************************************************************************
The price penetration strategy of the Micromax was no longer success formula because it was identified by the Chinese smartphone players and they brought cheaper and will feature mobile smartphones in the market namely oppo vivo and xiomi *******************************************************************************
Micromax failed at three places at three points offline market online market and 4G -market *******************************************************************************
Actually computers learn from the story e and happening of the Micromax in Indian market for the performance of the Indian market about Micromax *******************************************************************************
Micromax Samsung rivalry or compitition *******************************************************************************
Xiaomi Chinese brand was sitting in China and observing moves of the Micromax *******************************************************************************
Xiaomi has understood that Indian market are ready to accept the new brand if it is sold at less price and it with good feature and people are not brand loyal as people shifted from Samsung to xiaomi when xiaomi offered more features in less price so they decided to use this strategy and penetrate the Indian market and get the maximum share *******************************************************************************
So there was a competition of Micromax for xiaomi *******************************************************************************
Xiaomi has to give more picture with less price compared to Micromax *******************************************************************************
Xiaomi has given more features likely increase RAM better processor Better camera Better sound quality Better operating system Least price *******************************************************************************
Xiaomi has decided to go online to reduce the cost of the mobile phone and reduce the middleman and their commission and logistic and supply chain most effectively without loss of any money for expenditure for the customer *******************************************************************************
That time also Micromax was selling 80% of its phone offline rather than selling it online *******************************************************************************
People have given very good response to xiaomi online phone kept for the sell their qualitatively better and at less price *******************************************************************************
Response of the customer was so good that Flipkart and other online mobile selling websites where crashed *******************************************************************************
So xiaomi perform better in online market for mobile phones *******************************************************************************
Micromax loss the online smartphone selling market 20 me now there is hope for offline market only *******************************************************************************
In offline oppo and vivo has given so much of concession commission support and benefit to the dealer that dealer where interested in selling only oppo and vivo mobile phone *******************************************************************************
oppo vivo came from the Chinese government with lot of money lot of help support in advertisement and for promotion and they spent lot of money for promotional advertisement and to generate dealer network and influence dealer network *******************************************************************************
Dealers were given various promotional material and retail software turn to literally oppo vivo showrooms *******************************************************************************
normal mobile phone selling shops were looking like oppo and vivo outlet that much display material they have given to decorate the shop *******************************************************************************
It happened same exactly as per the the understanding and knowledge of the Chinese companies *******************************************************************************
oppo vivo also use celebrity endorsement and Bollywood actor actor sports person and every popular person is higher to promote the oppo vivo mobile phones *******************************************************************************
oppo vivo also sponsored various sports tournament which are very famous in India live cricket tournaments and cricket t20 matches *******************************************************************************
Oppo vivo started advertising in railway bus stop and other important people earrings *******************************************************************************
Dealers were given lot of margin to push the oppo vivo Chinese mobile phone *******************************************************************************
slowly and gradually dealers for shopkeepers started keeping only oppo vivo and they started using other brands like Indian brand Micromax *******************************************************************************
Jio entered into Indian market with 4G services *******************************************************************************
To use 4G Telecom services by jio we had to you have 4G mobile smartphones to use this technology Micromax was not having any four g mobile phone 12 cell to its customers in their product portfolio or product range *******************************************************************************
Looking at the bad condition of the Micromax managers and stock stakeholders of the Micromax started with their shares and money from the company *******************************************************************************
Micromax unite bring new four g mobile phone smartphone to sell to the customer *******************************************************************************
Customer now onwards did not want any three g mobile phone to be use *******************************************************************************
Contrary Chinese company started begging only four g smartphones at better prices so it was comparative age for them over Micromax *******************************************************************************
Micromax was suffering from marketing myopia *******************************************************************************
Micromax was expected to new launch four g mobile phone product a smartphone Micromax was expected to sell the product online rather than offline Micromax was expected to spend more on on promotional mix compare to other Chinese companies entered in the market Micromax was suffered from the entry of jio Reliance from Mukesh ambani so this where the reasons why Micromax failed in the Indian Telecom industry *******************************************************************************