Mr. Ajjay Agarwal, CMD,Maxx Mobile-Interacts With IT Voice News Providing Exclusive And Significant Details About The Company Expansion Plans And Marketing Strategy.
ITVoice)- What will be your growth strategy in India for this financial year?
Mr. Ajjay Agarwal )- This financial year we have aggressive plans to become the leading Indian Handset brand. We plan to launch 500 new models across feature phones, smart phones and tablet categories to drive our growth. We shall be having a phone for all segments and price points. Our sales have been growing at more than 25% month-on-month this fiscal and we sold more than 5 lakh handsets in July.
ITVoice)- How many models you have?
Mr. Ajjay Agarwal )- We have just launched 15 models on August 15th. With this currently we will be having about 50 models in the market, which will go up to 60 by next month. At any point in time, we will have about 75- 85 models (of phones and tablets), and the portfolio will be refreshed from time to time.
ITVoice)- What kind of verticals are you targeting for your products within India?
Mr. Ajjay Agarwal )- We plan to launch products in feature phones, smart phones and tablets categories. We will have products across price points and with a range of features & aesthetics to tap the heterogeneous Indian consumer.
For smart phones we have the Maxx Race series at the top end, the Maxx MSD7 series in the mid range and Maxx GenXDroid series in the low price range. There will be multiple models under each series. Key models will be promoted from each series.
We shall also focus on accessories like the smart charger. With increase in usage of data on smart phones, running out of battery is a common problem which smart phone users face. Maxx smart charger offers a simple convenient and affordable solution to this problem.
ITVoice)- How are you placing your handsets amidst the competition both established and domestic handset importers?
Mr. Ajjay Agarwal )- We believe in providing the best value for money and the widest choice of models to the consumer. Our mobile phones are priced between Rs. 900 to Rs. 16000 and currently the focus is on the sub Rs. 5000 category.
ITVoice)- Please tell us about your channel strategies and service network.
Mr. Ajjay Agarwal )- We have a network of about 200 distributors / super distributors/ micro distributors to make our product available across the country. We are also selling our products through all leading ecommerce portals.
We currently have 950 service centres across the country to provide the best service to our consumers.
ITVoice)- Among all the devices innovations implemented by your company which is your all time favourite and why?
Mr. Ajjay Agarwal )- We don’t have any one single favourite. We use the latest technology to offer features and benefits that satisfy the unique needs of the Indian consumer.
ITVoice)- What are the initiatives taken to popularize Maxx Mobile?
Mr. Ajjay Agarwal )- We did a mass media campaign to launch our top end smart phone series Race, with AX9Z Race being the focus product. This was supported by on line campaign to bond with our core TG the youth. We revealed half the TVC on-line (before the mass media launch) and ran a contest where consumers had to guess what happens next. This was followed by a Maxx Race-a-thon contest on Facebook, where consumers were asked to invite their friends to like our Facebook page and the one having maximum number of successful invites wins a Maxx Race phone.
We also ran a Mass Media campaign for our GenXDroid7 Smart phone, focused on upgrading feature phone users to smart phones. To support this, on twitter we had a contest on the hash tag #1smartmoveImade, where people were asked to tweet on one smart move they have made in their life. We were the second popular on twitter on the launch day and also got international tweets
ITVoice)- What kind of strategy have you planned to position Maxx Mobile product successfully in the market?
Mr. Ajjay Agarwal )- We will have the maximum number of models, offer the consumer the best price-value equation across all segments and build Maxx as an aspirational Indian brand having a youthful, daring and innovative image.
