1. Micromax Presented by: Arbind Kumar Pankaj Kumar Singh Punit Kishore
Sudhanshu Ranjan

2. Agenda Introduction of the company History of Micromax
Positioning and repositioning
Advertising
Segmentation
Product analysis
Competitors
Distribution strategy
Competition tackling strategy
Future directions
Data analysis tool
Sampling plan & sample size
Hypothesis testing
Hypothesis and its justification
Summary & net take away

3. Introduction India based consumer electronics company
Products – Mobile handsets, fun-book tablets, data cards, television and audio players
12th largest handset manufacturer in the world
24% 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
1991
Founded by Rajesh Agarwal
1999
Sumeet Arora, Rahul Sharma and Vikas Jain joined
2000
Started providing software services
2008
Entered into mobile handset business
2010
Became largest domestic mobile handset company

5. Positioning & Repositioning
Global Brand
Quality
After Sales Service
Current position
Urban Market
Smartphone
Affordable
Last two years
Rural market
Qwerty Keypad
Battery Life
Dual Sim Card
Early Days

6. Hoardings, Sponsorships
Advertising
Advertising
Electronic Media
Social Media
Hoardings, Sponsorships
Print Media

7. Segmentation Demographic segment (Income) High income group
Medium income group
Low income group
Psychographic segment (Lifestyle)
Connect customers
Achieve customers
Explore customers

8. Product Analysis Strength Threats Weakness Opportunities
SWOT
Strength
Low cost smart-phones
Innovative product & features
24% market share in India
Weakness
Perception of low cost Chinese brand
Poor customer services
Opportunities
Increase market penetration
To become global player
Threats
High end competitors like Samsung,etc
Low end competitors like Karbonn, etc.

9. Competitors
Samsung – 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 area
Karbonn - 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
B2C
B2B
Manufacturer
Super Distributor
Distributor/ Stockist
Dealer
Consumer
Manufacturer
Disintermediation
Consumer

11. Competition Tackling Strategy
Make people move from feature phones to smartphones
Continue offering products with low cost.
Consistently bringing variety of models with innovative features & designs.

12. Future directions Branding in smart-phone category.
Better customer services
Improve quality of products
Open-up exclusive outlets like Samsung, Nokia, etc.

13. Data Analysis Tools Instruments of Data Collection Data Analysis Tools
Questionnaire Method
Close-end questions
Open-end questions
Telephonic survey
Data Analysis Tools
SAS
MS Excel
Word Cloud

14. Sampling Plan & Sample Size
Users of smart-phones
Age group Years
Retailers selling Micromax
Sample Size
Users – 58
Retailers – 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:Other
Loyality:
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 market
Should move into global markets.

28. Thank You