Micromax, which is doing good business in the Indian market and has already become a threat for Nokia. It is now targeting on Apple iPhone with the release of Micromax A70 Android smartphone. According to the top executives of the company the advertisement strategy adopted is not to override the Apple iPhone, but to convey the message that A70 is one among the best android smartphones at an affordable price.
Well, experts have both negative and positive response towards this witty step taken by Micromax as some say that the advertisement will only enhance the brand equity of Apple iPhone where others talk about the positive market share which Micromax can gain with this cheeky stuff. The company is quite sure that the latest A70 is to deliver good returns for them as it has many specifications and features a smartphone should have at a stunning and affordable price.
A70 is fully loaded with Android v2.2 Froyo operating system supported by 600 MHz processor. This new mobile handset is equipped with TFT capacitive touchscreen supporting 256K colors. The screen also provides proximity sensor for enabling turn-off feature automatically. It is also enhanced with other features such as Wi-Fi, GPS and Bluetooth. The new mobile handset also has an excellent 5 mega pixel camera which can deliver crystal clear images which is comparable to any other smartphones. With an elegant design and smart finishing A70 becomes a high end gadget which can even compete with Apple iPhone.
The advertisement strategy adopted will bring the latest handset in the spotlight, but the question raised is; how long will it make an impact on the consumers. Micromax A70 was made available in the market by Micromax one month ago, now the latest print advertisement is just to push the product and bring it into notice again. Such advertisements are always short lived and the impact might be sometimes negative too.
Micromax has already a good market in the Indian mobile sector, is rapidly growing and has already captured more than 10 % share. The company which delivers around 40 affordable stunning handsets in the market is an upcoming threat for many rivals in the sector. The latest advertisement strategy is a reminder that you can get an affordable handset of price tag, Rs. 7999 only with the same specifications and facilities which any other expensive handset can deliver.