Property of Indus Business AcademyKanakapura Main Road,

Lakshmipura, Thataguni Post,Bengaluru, Karnataka 560062

www.iba.ac.in

Nishanth R Haran

FPB1517/007

Section-BThe contents of this presentation are based on the internship done in the company and its findings.

Identify Market Position of the Brand and to Promote Sales @ XILLION Telecom Pvt. Ltd.

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Industry Profile-Mobile Phone

Government Regulation:•Data Protection•Environmental•Health•Import duties and Taxes

Limitations:•Huge Research and Development costs•Infrastructure development cost•Short product life cycle•Prevailing Price War•Consumer resistance to the new brand•Aggressive ad campaigns required•Dealers interestMarket:

•Present Potential-225 Million units(Cyber Media Research)•CAGR-8.6%•Market leader dominated market•CAGR

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Company Profile-Xillion Telecom Pvt. Ltd.

About:•Located in Mumbai•Operating in 4 states•Distribution and DOA process

Strengths Weakness

Price competitive Wide coverage Adequate billing process Quality handsets Market potential

Perception by consumers as Chinese

Non availability of service centres

Distribution channel inefficiency

Opportunities Threats

Introduction of 4G handsets

Improving RAM and ROM Expanding to other

states

Vivo, Lenovo and other providing severe price challenges

Chinese manufacturer deceit

Transit damages 

Product Portfolio:•Smart Phones-10

• Price Range 4399 -6999₹ ₹•Features phones-10

• Price Range 1099 -2599₹ ₹

Property of Indus Business AcademyFor Academic Purpose and Internal Circulation only

Market Research-Andhra PradeshObjectives:•To identify retailers satisfaction in terms of margins •To identify level of brand awareness•To identify major competitors to imitate their advertising strategy•To identify the perception of customers towards brand Xillion

Limitations:•Andhra Pradesh•Non-Xillion outlets are not covered•Unknown person unfamiliarity

Research Methodology:•Sample: 30•Method: Stratified random sampling•Geographical Coverage: Andhra Pradesh•Strata’s: Outlets•In-depth personal Interview•Questionnaire

Scope:•Xillion’s Outlets•Online in-depth study

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Interpretation-Perception and Margins

Margins Responses PercentageLow 1 3.33%

Minimal 12 40%Reasonable 16 53.33%

Good 1 3.33%Excellent 0 0.00%Total 30 100% 

Perception Responses PercentageChinese Brand 28 93.33%

US Brand 1 3.33%Indian Brand 0 0Any Others 1 3.33%

Total 30 100%

Property of Indus Business AcademyFor Academic Purpose and Internal Circulation only

Interpretation-Competitors and Brand AwarenessCompetition Responses Percentage

Karbonn 15 13.27%Lava 15 13.27%

Infocus 16 14.16%LYF 14 12.39%

Videocon 17 15.04%Micromax 16 14.16%

Mafe 11 9.73%Total 104 100% 

Brand awareness Responses PercentageVery Poor 6 20.00%

Poor 14 46.67%Neutral 10 33.33%Good 0 0.00%

Very Good 0 0.00%Total 30 100% 

Property of Indus Business AcademyFor Academic Purpose and Internal Circulation only

Sales and Allied Activities-Vijayawada

Region DayEluru Road Monday, Thursday1 Town, Bhavanipuram TuesdayBesant road, Gandhinagar, Satyanarayanpuram

Wednesday

Bandar road, Patamata FridayGollapudi, Kankipadu, Gunadala Saturday

May to June June to JulyName Outlet Unit 

soldValue in 

INRSmarts

Unit sold

Value in INR

Smarts

Mahalaxmi

Shabbir Mobile

60 77,546 10 66 89,068 11

Arun Divya Cell Point

46 106,344 21 48 86,325 8

Jhansi Rani

Daras 46 75,058 10 60 1,23,620 18

Moulali Rainbow Mobiles

42 81,789 13 72 1,63,862 23

Jyothi The Daras

44 62,467 7 48 68,867 2

Surekha Daras 73 111,966 17 70 1,18,635 17

Shiva Mobiles.com

67 87,257 10 68 1,12,253 18

• Stock Evaluation• Promoters Meetings• Stock Ordering• Sales returns• Purchase Returns

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• Market Research• Perception as Chinese brand• Margins are reasonable• Competition from Chinese brands• Brand awareness according to retailers is very low• Product portfolio is small

• Sales• Least use of automation often leads to displacement of stock• Promoters finds it difficult to meet sales targets• Debtors are keenly watched to avoid long delay in payment of outstanding

Findings

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• The distribution network Xillion relying on is inadequate

• The level of brand awareness for Xillion required to sell a mobile phone product is dis-satisfactory

• Frequent shuffling of promoters reduces the interest among the promoters

• The process of distribution is flaw-less

• DOA claim process is satisfactory

Conclusion

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• Analysing features of the product to be highlighted

• Identifying ground realities

• Process of organisational movement of goods

• Process of evaluating inventory

• Consumer dissonance while accepting new product

Learnings