New-look Mi­cro­max Guns for Sam­sung

Un­veils new logo and tagline, launches own ecomm por­tal and 15 new hand­sets

The Economic Times - - Business Of Brands - Our Bu­reau

New Delhi: Mi­cro­max, In­dia’s No. 2 smart­phone brand, has un­veiled a new logo and tagline, launched 15 hand­sets and its own ecom­merce por­tal, mark­ing an ag­gres­sive play to top­ple leader Sam­sung in In­dia and set­ting it­self on course to fig­ure among the top five brands in the world by 2020.

The coun­try’s largest home-bred smart­phone ven­dor, his­tor­i­cally pop­u­lar for its low-priced hand­sets, is pitch­ing its fo­cus on ser­vices as a key dif­fer­en­tia­tor in an in­tensely com­pet­i­tive mar­ket where most play­ers, es­pe­cially Chi­nese and In­di­ans, play the high spec­i­fi­ca­tions-at-a-low-price game to at­tract buy­ers. “As we start the new jour­ney, Mi­cro­max 3.0, we needed to sig­nal the change to con­sumers…We can’t keep on just mak­ing phones and not fo­cus on ser­vices, not re­align our­selves,” co-founder Rahul Sharma said, un­der­lin­ing the rea­son be­hind the change in brand­ing. “Times have changed, we’re chang­ing.”

Be­sides chang­ing its logo, Mi­cro­max also changed its tagline to ‘Nuts, Guts, Glory’ from ‘Noth­ing like Any­thing’.

Brand con­sul­tant Har­ish Bi­joor said with so many brands in the mar­ket, it is im­por­tant to look con­tem­po­rary at all times, more so as a larger seg­ment of the tar­get cus­tomers for Mi­cro­max are young. “The tagline would now go bet­ter with the brand am­bas­sador Hugh Jack­man.” In the fastest grow­ing smart­phone mar­ket world­wide, com­pe­ti­tion is fierce and Mi­cro­max has recog­nised that play­ing on price alone will not move the nee­dle among con­sumers. Sharma said the com­pany aims to have 100 mil­lion con­nected de­vices by 2017end, in a bid to be counted among the top five glob­ally by 2020. “We will have to reach out to 2 bil­lion peo­ple glob­ally to be among the top five.” To build on its ser­vices play, Mi­cro­max will look at sec­ond-tranches of in­vest­ment into the 10 star­tups in­clud­ing Ix­igo and Scan­did that it has al­ready in­vested in, said Vikas Jain, another co­founder. Ser­vices from these com­pa­nies will be in­te­grated into the ‘Around’ plat­form, com­mon to Yu and Mi­cro­max de­vices.

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