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
2.
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. 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. 1991 • Founded by Rajesh Agarwal
1999
2000
2008
2010
• Sumeet Arora, Rahul Sharma and Vikas Jain joined
• Started providing software services
• Entered into mobile handset business
• Became largest domestic mobile handset company
8. Strength
Low cost smart-phones
Innovative product &
features
24% market share in India
Weakness
Perception of low cost
Chinese brand
Poor customer services
SWOT
Opportunities
Increase market penetration
To become global player
Threats
High end competitors like
Samsung,etc
Low end competitors like
Karbonn, etc.
9.
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.
11. Make
people move from feature phones to
smartphones
Continue offering products with low cost.
Consistently bringing variety of models with
innovative features & designs.
12.
Branding in smart-phone category.
Better customer services
Improve quality of products
Open-up exclusive outlets like Samsung, Nokia, etc.
13.
Instruments of Data Collection
Questionnaire Method
•
•
Close-end questions
Open-end questions
Telephonic survey
Data Analysis Tools
SAS
MS Excel
Word Cloud
14.
Sampling Plan
Users of smart-phones
Age group 20-60 Years
Retailers selling Micromax
Sample Size
• Users – 58
• Retailers – 4
26. 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.
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.
