Transcript
Page 1: Presented by: Arbind Kumar Pankaj Kumar Singh Punit Kishore Sudhanshu Ranjan

MicromaxPresented by:Arbind KumarPankaj Kumar SinghPunit KishoreSudhanshu Ranjan

Page 2: Presented by: Arbind Kumar Pankaj Kumar Singh Punit Kishore Sudhanshu 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

Page 3: Presented by: Arbind Kumar Pankaj Kumar Singh Punit Kishore Sudhanshu Ranjan

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

Page 4: Presented by: Arbind Kumar Pankaj Kumar Singh Punit Kishore Sudhanshu Ranjan

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

Page 5: Presented by: Arbind Kumar Pankaj Kumar Singh Punit Kishore Sudhanshu Ranjan

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

Page 6: Presented by: Arbind Kumar Pankaj Kumar Singh Punit Kishore Sudhanshu Ranjan

Advertising

Advertising

Electronic Media

Social Media

Hoardings, Sponsorship

s

Print Media

Page 7: Presented by: Arbind Kumar Pankaj Kumar Singh Punit Kishore Sudhanshu Ranjan

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

Page 8: Presented by: Arbind Kumar Pankaj Kumar Singh Punit Kishore Sudhanshu Ranjan

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

Page 9: Presented by: Arbind Kumar Pankaj Kumar Singh Punit Kishore Sudhanshu Ranjan

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.

Page 10: Presented by: Arbind Kumar Pankaj Kumar Singh Punit Kishore Sudhanshu Ranjan

Distribution Strategy

Manufacturer

Super Distributor

Distributor/ Stockist

Dealer

Consumer

Manufacturer

Disintermediation

Consumer

B2C B2B

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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.

Page 12: Presented by: Arbind Kumar Pankaj Kumar Singh Punit Kishore Sudhanshu Ranjan

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

Page 13: Presented by: Arbind Kumar Pankaj Kumar Singh Punit Kishore Sudhanshu Ranjan

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

Page 14: Presented by: Arbind Kumar Pankaj Kumar Singh Punit Kishore Sudhanshu Ranjan

Sampling Plan & Sample Size

Sampling Plan Users of smart-phones Age group 20-60 Years Retailers selling Micromax

Sample Size • Users – 58• Retailers – 4

Page 15: Presented by: Arbind Kumar Pankaj Kumar Singh Punit Kishore Sudhanshu Ranjan

Hypothesis Analysis 1:Micromax has established itself as a Brand in smartphone category.

MICROMAX28%

NOKIA17%

OTHERS9%

SAMSUNG47%

Top of mind

MICROMAXNOKIAOTHERSSAMSUNG

Page 16: Presented by: Arbind Kumar Pankaj Kumar Singh Punit Kishore Sudhanshu Ranjan

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

Page 17: Presented by: Arbind Kumar Pankaj Kumar Singh Punit Kishore Sudhanshu Ranjan

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

Page 18: Presented by: Arbind Kumar Pankaj Kumar Singh Punit Kishore Sudhanshu Ranjan

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

Page 19: Presented by: Arbind Kumar Pankaj Kumar Singh Punit Kishore Sudhanshu Ranjan

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

Page 20: Presented by: Arbind Kumar Pankaj Kumar Singh Punit Kishore Sudhanshu Ranjan

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

Page 21: Presented by: Arbind Kumar Pankaj Kumar Singh Punit Kishore Sudhanshu Ranjan

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

Page 22: Presented by: Arbind Kumar Pankaj Kumar Singh Punit Kishore Sudhanshu Ranjan

Hypothesis Analysis 2: Micromax Smartphones are youth-centric

Page 23: Presented by: Arbind Kumar Pankaj Kumar Singh Punit Kishore Sudhanshu Ranjan

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

Page 24: Presented by: Arbind Kumar Pankaj Kumar Singh Punit Kishore Sudhanshu Ranjan

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

Page 25: Presented by: Arbind Kumar Pankaj Kumar Singh Punit Kishore Sudhanshu Ranjan

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

Page 26: Presented by: Arbind Kumar Pankaj Kumar Singh Punit Kishore Sudhanshu Ranjan

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.

Page 27: Presented by: Arbind Kumar Pankaj Kumar Singh Punit Kishore Sudhanshu Ranjan

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.

Page 28: Presented by: Arbind Kumar Pankaj Kumar Singh Punit Kishore Sudhanshu Ranjan

Thank You


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