2 Agenda Introduction of the company History of Micromax Positioning and repositioningAdvertisingSegmentationProduct analysisCompetitorsDistribution strategyCompetition tackling strategyFuture directionsData analysis toolSampling plan & sample sizeHypothesis testingHypothesis and its justificationSummary & net take away
3 Introduction India based consumer electronics company Products – Mobile handsets, fun-book tablets, data cards, television and audio players12th largest handset manufacturer in the world24% market share in the smart phone segment*3rd largest handset player in the market**CMR report for April 2013
4 History of Micromax Founded by Rajesh Agarwal 1991Founded by Rajesh Agarwal1999Sumeet Arora, Rahul Sharma and Vikas Jain joined2000Started providing software services2008Entered into mobile handset business2010Became largest domestic mobile handset company
5 Positioning & Repositioning Global BrandQualityAfter Sales ServiceCurrent positionUrban MarketSmartphoneAffordableLast two yearsRural marketQwerty KeypadBattery LifeDual Sim CardEarly Days
6 Hoardings, Sponsorships AdvertisingAdvertisingElectronic MediaSocial MediaHoardings, SponsorshipsPrint Media
7 Segmentation Demographic segment (Income) High income group Medium income groupLow income groupPsychographic segment (Lifestyle)Connect customersAchieve customersExplore customers
8 Product Analysis Strength Threats Weakness Opportunities SWOTStrengthLow cost smart-phonesInnovative product & features24% market share in IndiaWeaknessPerception of low cost Chinese brandPoor customer servicesOpportunitiesIncrease market penetrationTo become global playerThreatsHigh end competitors like Samsung,etcLow end competitors like Karbonn, etc.
9 CompetitorsSamsung – It has emerged as the leader in ‘Smartphone Category’ of handsets where Micromax holds the second position in the market. Samsung is backed with the high quality and professional team in the R&D areaKarbonn - This is the company which offers products which are very similar to Micromax in terms of price and quality. In Smartphone category of handsets, it stands at third position just after Micromax. Karbonn will be looking to increase their market share as well.Others – There are many more players in smartphone like NOKIA, SONY, LG, etc.
10 Distribution Strategy B2CB2BManufacturerSuper DistributorDistributor/ StockistDealerConsumerManufacturerDisintermediationConsumer
11 Competition Tackling Strategy Make people move from feature phones to smartphonesContinue offering products with low cost.Consistently bringing variety of models with innovative features & designs.
12 Future directions Branding in smart-phone category. Better customer servicesImprove quality of productsOpen-up exclusive outlets like Samsung, Nokia, etc.
13 Data Analysis Tools Instruments of Data Collection Data Analysis Tools Questionnaire MethodClose-end questionsOpen-end questionsTelephonic surveyData Analysis ToolsSASMS ExcelWord Cloud
14 Sampling Plan & Sample Size Users of smart-phonesAge group YearsRetailers selling MicromaxSample SizeUsers – 58Retailers – 4
15 Hypothesis Analysis 1: Micromax has established itself as a Brand in smartphone category.
16 Hypothesis Analysis 1: Micromax has established itself as a Brand in smartphone category.
17 Hypothesis Analysis 1: Micromax has established itself as a Brand in smartphone category.
18 Hypothesis Analysis 1: Micromax has established itself as a Brand in smartphone category. Mb_Use:1 :Samsung; 2:Micromax; 3:Nokia; 4: LG; 5:OtherLoyality:1: Go for other brand; 2: Buy same Brand; 3: Can’t say
19 Hypothesis Analysis 2: Micromax Smartphones are youth-centric
20 Hypothesis Analysis 2: Micromax Smartphones are youth-centric
21 Hypothesis Analysis 2: Micromax Smartphones are youth-centric
22 Hypothesis Analysis 2: Micromax Smartphones are youth-centric
23 Hypothesis 3: H3: Good Distribution & Retailer Strategy of Micromax along with low price has been the reason for Micomax’s success.
24 Hypothesis 3: H3: Good Distribution & Retailer Strategy of Micromax along with low price has been the reason for its success.
25 Hypothesis 3: H3: Good Distribution & Retailer Strategy of Micromax along with low price has been the reason for Micomax’s success.
26 Hypotheses and Its Justification H1: Micromax has established itself as a Brand.As per the analysis TOM, Awareness & Loyalty factor of the data collected we can conclude that it is not a brand.H2: Micromax Smartphones are youth-centric .As per analysis of various factors like price, youth centricity, etc we accept the hypothesis.H3: Good Distribution & Retailer Strategy of Micromax along with low price has been the reason for Micomax’s success.We accept the hypothesis based on the analysis of the retailers data.
27 Summary and Net Take Away Potential of becoming a brand in smartphone category.Potential for huge increment in market share and compete with likes of Samsung .Needs to focus more on after sales service and open up exclusive Micromax stores.Should enter into newer segments of the marketShould move into global markets.