Project/Slides/Presentation Transcript
Subject: Marketing management
Topic: Micromax Product Decision
SLIDE 1
PRODUCT DECISION BY MICROMAX
SLIDE 2 – PRODUCT MIX- MICROMAX
LINE STRECHING, FILLING,MODERNIZATION AND PRUNING
- Line Stretching: Examples – Canvas Knight 2, Doodle 3, Doodle 4, Ultra Hi-Def LED TV (50K2330UHD), & Ultra Hi-Def LED TV (42C0050UHD).
- Line Filling: Examples – Micromax X242, Micromax C260, Canvas Tab P666, Canvas Tab P690, Hi-Def LED TV (24B600HD) & Hi-Def LED TV(20B22HD-TP).
- Modernization: Examples – Canvas LapTab & Canvas Sliver 5.
- Line Pruning: Examples – Canvas Knight & Canvas Gold.
SLIDE 4 – LEVEL OF PRODUCT COMPONENT MODEL
CORE PRODUCT
Basic Needs, Benefits
ACTUAL PRODUCT
Brand, Packaging, Design, Features, Quality Level
AUGMENTED PRODUCT
Warranty, After Sales Services, Credit Payment
SLIDE 5 – BRAND DEVELOPMMENT STRATEGY
SLIDE 6 – PRODUCT LIFE CYCLE STAGE
Micomax Canvas series is at Maturity Phase.
SLIDE 7 – PRODUCT LIFE CYCLE STRATEGY
| STRATEGIES | INTRODUCTION | GROWTH | MATURITY |
| PRODUCT | offering a basic product like starting from a entry level canvas smartphone | offer product extensions, services and warranty | diversify the brands and models |
| PRICE | use cost-plus pricing | pricing to penetrate marketing | pricing to match or beat competitors |
| DISTRIBUTION | build intensive distribution | build more inensive distribuion | |
| ADVERTISING | stress brand differences – the new canvas series Ads by hugh jackman are an example for this | ||
| SALES PROMOTION | reduce to take advantage of heavy consumer demand |
CONCLUSION
- Micromax has extensive plans for setting it’s sights even higher
- Micromax’s product decision aims are “Nothing Like Anything”