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MicromaxPresented by:Arbind KumarPankaj Kumar SinghPunit KishoreSudhanshu Ranjan
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
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
History of Micromax 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
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
Advertising
Advertising
Electronic Media
Social Media
Hoardings, Sponsorship
s
Print Media
Segmentation
Demographic segment (Income)
High income group
Medium income group
Low income group
Psychographic segment (Lifestyle)
Connect customer
s
Achieve customer
s
Explore customer
s
Product AnalysisStrengthLow cost smart-phonesInnovative product & features24% market share in India
WeaknessPerception of low cost Chinese brandPoor customer services
OpportunitiesIncrease market penetration To become global player
ThreatsHigh end competitors like Samsung,etcLow end competitors like Karbonn, etc.
SWOT
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.
Distribution Strategy
Manufacturer
Super Distributor
Distributor/ Stockist
Dealer
Consumer
Manufacturer
Disintermediation
Consumer
B2C B2B
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.
Future directions Branding in smart-phone category. Better customer services Improve quality of products Open-up exclusive outlets like Samsung, Nokia, etc.
Data Analysis Tools Instruments of Data Collection
Questionnaire Method• Close-end questions• Open-end questions
Telephonic survey
Data Analysis Tools SAS MS Excel Word Cloud
Sampling Plan & Sample Size
Sampling Plan Users of smart-phones Age group 20-60 Years Retailers selling Micromax
Sample Size • Users – 58• Retailers – 4
Hypothesis Analysis 1:Micromax has established itself as a Brand in smartphone category.
MICROMAX28%
NOKIA17%
OTHERS9%
SAMSUNG47%
Top of mind
MICROMAXNOKIAOTHERSSAMSUNG
Hypothesis Analysis 1: Micromax has established itself as a Brand in smartphone category.
NOKIA MICROMAX SAMSUNG LG0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
96.55%
59.03%
87.93% 91.38%
3.45%
40.97%
12.07% 8.62%
AWARENESS
AWARE NOT AWARE
Hypothesis Analysis 1: Micromax has established itself as a Brand in smartphone category.
MICROMAX NOKIA SAMSUNG OTHERS
42.86%33.33%
63.16%
25.00%
57.14%66.67%
36.84%
75.00%
LOYALTY CHECK
LOYAL NOT LOYAL
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
Hypothesis Analysis 2: Micromax Smartphones are youth-centric
SAMSUNG
NOKIA
MICROMAX
LG
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
6
2
4
6
1
2
6
22
29
5
12
24
16
26
23
6
6
23
13
0
BATTERY LIFE
Highly Dis-satisfactory Dis-satisfactoryAveragely Satisfactory SatisfactoryHighly Satisfactory
Hypothesis Analysis 2: Micromax Smartphones are youth-centric
SAMSUNG
NOKIA
MICROMAX
LG
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
2
3
4
4
0
5
0
7
8
25
16
32
23
21
28
14
25
4
10
1
FEATURES
Highly Dis-satisfactory Dis-satisfactoryAveragely Satisfactory SatisfactoryHighly Satisfactory
Hypothesis Analysis 2: Micromax Smartphones are youth-centric
SAMSUNG
NOKIA
MICROMAX
LG
4
3
4
5
7
10
0
8
11
18
8
24
34
20
14
18
2
7
32
3
PRICE
Highly Dis-satisfactory Dis-satisfactory Averagely SatisfactorySatisfactory Highly Satisfactory
Hypothesis Analysis 2: Micromax Smartphones are youth-centric
Hypothesis 3: H3: Good Distribution & Retailer Strategy of Micromax along with low price has been the reason for Micomax’s success.
Samsung
Nokia
Micromax
Lg
0 0.5 1 1.5 2 2.5 3 3.5 4 4.5
0
0
0
0
0
1
0
2
1
2
0
2
2
1
3
0
1
0
1
0
Demand
Highly Satisfactory Satisfactory Averagely SatisfactoryDis-satisfactory Highly Dis-satisfactory
Hypothesis 3: H3: Good Distribution & Retailer Strategy of Micromax along with low price has been the reason for its success.
Samsung
Nokia
Micromax
Lg
0
0
0
0
0
0
0
0
1
2
0
4
3
2
2
0
0
0
2
0
Margin
Highly Dis-satisfactory Dis-satisfactory Averagely SatisfactorySatisfactory Highly Satisfactory
Hypothesis 3: H3: Good Distribution & Retailer Strategy of Micromax along with low price has been the reason for Micomax’s success.
Samsung
Nokia
Micromax
Lg
0 0.5 1 1.5 2 2.5 3 3.5 4 4.50
0
0
0
0
0
0
4
4
0
4
0
0
4
0
0
0
0
0
Credit Policy
Highly Satisfactory Satisfactory Averagely SatisfactoryDis-satisfactory Highly Dis-satisfactory
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.
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.
Thank You
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