India based mobile handset company, Micromax, is aggressively looking at catering to a wider demography of consumers with a slew of new product launches every month. It is, therefore, revving up its quarterly investment by 10-15 per cent from last year’s Rs 115 crore. With such launches the company aims to become the second largest Smartphone brand in the country in 2012.
Pratik Seal, Marketing Head, Micromax says that the company is looking at a quarterly budget, which is going to be 10-15 per cent higher than last year’s Rs 115 crore. He adds that every month Micromax does eight to 12 products launches, which are across the entire portfolio. “There is going to be a buzz in every sector and every segment every month. That is our product launch strategy.”
The company recently announced the launch of four new Smartphones, Superfone PielA90, Superfone CanvasA100, Ninja 3.0 and Ninja 4.0. While the 4.3 inch super-AMOLED Superfone PixelA90 is pegged at Rs 12,990, the five inch dual sim Superfone CanvasA100’s price is yet to be revealed. It has also added 10 inch Funbook Pro to its tablets portfolio. Pegged at Rs 9,999 the Funbook Pro claims to have more features than the older version such as the latest Android software, Ice Cream Sandwich, 3G dongle support, 1.2 GHz processor among others. The mobile company claims that it sold over 1.4 lakh Funbooks in the last 100 days, out of a total of 4.75 lakh tablets sold in the country (based on a CMR report). According to V&D Report 2011-12, Micromax held the third position with a 6.3 per cent market share, however, the company claims to have 10 per cent market share.
In terms of segmentation strategy, the main target group for its offerings spans across 15 to 21 year olds. But the brand claims that there would be a spill over of 21 plus to 30 years also. The core TG consists of students in schools and colleges, including post graduates or those who are starting their business, but not hard core enterprise. “We are not into the segment of a push mail brand. What we look at in the price position is their wallet size, what we look at is the features that we provide,” adds Seal.
However, he also appends that Micromax does not get into categorisation of premium, mid premium or mass but is a brand for the TG mentioned above. “We probably would not land up talking to an A1+ youth, since we are not into segmentation of SEC, but technically we look at A2, B1 and B2. There is an even distribution in tier one, two and three cities where we look at middle class youth.”
In terms of apps and services, Micromax claims that the Mstore launched for its digital customers and mobile app users has seen 60 per cent consistent users, 20 per cent high consumption users and 18 per cent unique content users. “The Mstore has 1.31 lakh registered users and we are targeting the position of the number two brand in the Android space in 2012,”says Deepak Mehrotra, CEO, Micromax Informatics.
In terms of campaigns the company claims to have a 40 to 45 per cent brand recall for its portfolio of products. To enhance that, Micromax is also planning to launch ‘mega’ campaigns around the two newly launched Smartphones Pixel and Canvas. The complete integrated marketing will include digital and television campaigns.
The company is going to spend around Rs 7 to 10 crore per campaign. Seal says, “Digital is not about the money that you spend, it is about the time than the share of investment. For instance, if you are spending delta, the time has to be delta square. There is a lot of time that is being invested in social network in terms of relationship development.”According to him, there are going to be campaigns for all the smart devices that Micromax has launched. As of now there is a social media teaser for Pixel available on Facebook and Twitter.