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“Launch the distribution for Spice Mobiles in
Bangladesh”
Under the Guidance of,Dr. Amit GautamAsst. Professor
Faculty of Management Studies
Banaras Hindu UniversityBy,Saurabh PathakRoll Number: 45
MBA (IB) 3rd SemesterFaculty of Management Studies
Banaras Hindu University
Under the Supervision of,Mr Naveen Bajaj
Dy. Gen. Manager- Intl. SalesS Mobility Limited
Noida
at
S Mobility Ltd.(Formerly Spice Mobiles Ltd.)
Company Profile
Introduction to the Project Objectives
Data Analysis Findings
Suggestions Implications Limitations
Flow of Presentation
Brands: Spice, Hotspot, Saholic. Customer base: 15 million. Annual volume: 6 million devices. Market share: 4.5% of the Indian mobile
devices market. 'Golden Peacock Innovation' Award in
2010. 'Product of the Year Innovation' Award in
2010.
Introduction
The first company to launch cellular telephone
services in India. India’s first GSM operator to launch a handset
bundled offer for less than Rs.1000. First Indian company to launch a Dual Mode
phone in India. Launched India's first 3D phone. Launched India’s first Dual SIM Android Phone. First company in India to introduce a 12 mega
pixel camera phone with optical zoom.
Innovations
International Presence
Dr. Bhupendra Kumar Modi, Chairman
Mr. Dilip Modi, Director
Ms. Preeti Malhotra , Executive Director
Mr. Kunal Ahooja, Global Head- Devices
Mr. Rajiv Makhni , Independent Director
Mr. Kashi Nath Memani , Independent Director
Mr. Krishan Lal Chugh , Independent Director
Mr. Subroto Chattopadhyay , Independent Director
Mr. D.R. Mehta, Independent Director
Key People
Entry in Bangladesh Market. Distribution Channel Collaboration. Distribution Partner is Unitas Distribution
Ltd., Bangladesh.
Introduction to the Project
To determine which segment of the market to
target, who is the primary customer and what
is the appeal.
To determine the products, from company’s
current portfolio, which suit the Bangladeshi
market.
To design customized solutions for
Bangladeshi consumers according to their
requirements.
Objectives
The data was provided by Distribution partner
in Bangladesh (Unitas Distribution Ltd.).
Data Analysis
Continued..
57%
43%
Mobile Phone Users out of a total population of around 158 million
People who use Mobile PhonePeople who don't currently use Mobile Phone
Current Mobile Phone User Base
Sub $4050%
$41 - $8030%
$81 - $15017%
Above $1513%
Price Ranges
Market Segmentation
Smartphone Presence
83%
17%
Non-Smartphones Smartphones
3%
97%
Mobile-Internet users out of total Mo-bile Phone user base of around 89 mil-
lionMobile Subscribers who use Mobile-In-ternetMobile Subscribers who do not use Mobile-Internet
Mobile Internet Users
Literate56%
Illiterate44%
Literacy Rate out of a total population of around 158 million
Literacy Rate
Black97%
Others3%
Colors
* White Color is not preferred.
Color Preference
Bar50%
Touch30%
QWERTY15%
Slider3%
Clamshell2%
Form-Factors
Form-factor Preference
90%
9%1%
Religions
Islam Hinduism Others
Religious Distribution
Bengali
Official Language
Most of the Phones in Bangladeshi Market come with inbuilt support for Bangla language and Bangla Keypad.*
Music Football (*Also the favorite sport) Cricket
Key Trends
Majority of market is dominated by low-
price multimedia handsets. Market share of smartphones is less. High-end Phones have a very less space in
market. Bar phones are most preferred, followed
by touch-screen and QWERTY respectively. Around 44% of the population still don’t own
a Mobile-Phone.
Findings
Low literacy rate is reflected in form of very
low mobile internet usage. Around 90% of total population is Muslim. Music is a major key-trend prevailing in
the country. Football and Cricket are the sports
followed by a majority of people.
FindingsContd..
To target low-cost multimedia phone
market segment. To refrain, initially, from entering into
smartphone segment. To refrain from launching Clamshell and
Slider Phones. Concentrate mainly on Bar and Touch
Phones, as bar Phones are considered as most reliable and touch is the trend of the day.
Suggestions
Main aspects that should be considered are:
Affordability User-Friendliness Music Features Style
SuggestionsContd..
Continued..
To provide Bangla language and keypad
support in all phones. To provide Islamic Calendar in all phones. To provide Islamic Prayers in some phones. To provide FM Radio feature in all phones. To provide Voice Recording feature in all phones. To launch some Music centred phones, in
starting phase itself. To provide one-touch apps for Football and
Cricket Match Scores. To provide Football and Cricket games.
SuggestionsContd..
Handsets finally Launched
Spice M-5115Price: $15
Spice Samba M-5560Price: $22
Spice M-5565Price: $31
Spice Flo M-5460Price: $36
Due to technological limitations, company was unable
to make QWERTY keypad with Bangla language.
Limitations
A handset ‘Spice Flo-TV’ has done good in Indian Market
and was a great hit in Nepal Market as well, but currently it is available in only White colour. Hence, it was not launched in Bangladesh initially.
LimitationsContd..
Time Constraint.
LimitationsContd..
Queries??