MICROMAX MOBILES

ADVERTISING IN

SUMMER TRAINING PROJECT REPORT SUBMITTED TOWARDS PARTIAL FULFILLMENT OF

MASTER OF BUSINESS ADMINISTRATION
Academic Session (2009-2010)
SUBMITTED TO: LECTURER SUBMITTED BY: ROLL NO. 9351690

ACKNOWLEDGEMENT

This report is based on the research undertaken as the part summer training project “Advertising in Micromax Mobiles” at Micromax Telecom Division, Micromax India Ltd.,Nehru Place, New Delhi. During the course of this project, I had the valuable opportunity to work on the live project based on “GSM technology” being executed by Micromax for its users or clients. I hereby acknowledge my deep regards to all the persons who actually took physical as well as mental work in the compilation of this project from Micromax Division. However some of them are those whose responses were of great nature, therefore they must endorse through this acknowledgement. I wish to express my sincerest thank to my external supervisor Mr. Anuj Gupta Manager-Marketing & Sales, Micromax India Ltd., Delhi. for his timely help, valuable comments, suggestions, spirited guidance and encouragement during the whole project.

Unfortunately, it is not possible to acknowledge the efforts of each of the individual who so graciously contributed there time and information in the compilation of the project. Whoever their efforts are highly appreciated.

I learnt the all important skills of team work. observing findings and providing suggestions and recommendations etc. I undertook the said training at Micromax Telecom Division. future needs of various mobile companies.Flip and other camera and video technologies among other things. research design. Also its is my heartful gratitude to Micromax for providing me their world class facilities and delightful work environment and ambience. official communication.PREFACE The wide ambit of the project. In the report I have put my best efforts to compile the data to the highest level of accuracy and give my views to best of my judgment. I had the unique privilege to assume an assortment of role including problem identification. Apart from these technical and non-technical aspect. which is the internal part of the BBA course. data collection. theoretical framework. . During the training I did a survey aims at studying and analysis the current market scenario of mobiles.CDMA . analysis and interpretation. experimental design and setup. requirements of the customers about the features and its pros and cons. guaranteed me extensive exposure to various concept of GSM. and also gained valuable experience of working in a formal industrial setup which would go a long way in building a sound career in marketing field in future. During the course of training we were expected to use and apply our academic knowledge to gain a valuable insight with all its environmental operational complexities. work ethic and responsibility. The said training offered a valuable opportunity to us to meet the academic knowledge and transform it into practical one.

2.3. Preface 2.5.4. Data Analysis 4. Conclusions and Recommendations Appendices Bibliography . Company Profile 2. Research Objectives 3. Introduction 2.1. Research Design 3.TABLE OF CONTENTS 1. Sample Design 3.2. Analysis and Finding 5.3.1. Methods of Data Collection 3. Product Profile 3. Research Methodology 3. Limitations 6. Industry Profile 2.

7% from 9.  Local manufacturers have grabbed 18. Ltd’s share rose marginally to 9.1% market share [from 0. INDUSTRY PROFILE: Courtesy: IDC report on growth of mobile sales in India.2% to 6.54 million units of sales were registered.  Nokia market share in India fell from 56.INTRODUCING MARKET MICROMAX MOBILES IN INDIAN OBJECTIVE: To study micromax mobiles in Indian market and to identify their marketing strategies. 2009  The growth has more or less flat [owing to low sales figure in Q1] – in total. 101.  Only 5 local manufacturers in 2008 and the number stands at 28 now.4%.2% share in 2008 • to 54.  LG’s share dropped from 7.9% in 2008].5%. .1% in 2009.  Samsung Electronics Co.

Micromax has offices in all major India cities and global offices in Dubai and USA. India based Telecom manufacturer and distribution partner to Nokia. . Of the local manufacturers. Samsung.8%. With an annual turnover of INR 5000 million. Micromax's products comes with a qualty seal meaning product satisfaction. Micromax leads the race and holds a market share stands of 4. Micromax has their own 24 hour operational customer service centre just in case you need that small bit of information albeit at the wrong hour. high relieability resulting in repeated business. COMPANY PROFILE: Micromax Informatics Ltd is a New Delhi. LG etc for their IT / Telecom products in India.Micromax has been making supplies to the Indian GSM operators for their different telecom requirements and is now expanding their product range to the global markets.

Dell Corp.“We hope to be present in at least one country each in Latin America.MARKETING METHADOLOGY: Micromax.400 when it started selling the devices in 2008. Geographical Segmentation: The firm has identified Brazil. Sony Inc. monitors.” Jain said. Middle East and Africa before the end of the financial year. but was incorporated as a company in 1998. scanners from manufacturers such as LG. started operations in 1991 as an embedded software design firm.800 and Rs2. confining itself to small towns and rural areas in . Micromax specialized in entry-level and midsegment handsets priced between Rs1.. Nigeria and Dubai as target markets. when it branched out as a distributor of computer peripherals such as printers.

Qualcomm Inc. executive director and head telecom practice at audit and consulting firm KPMG India. One of the major aspects that contribute towards the substantial monthly growth of Micromax is its 80% sales in the rural areas. as is the embedded software. Encouraged by its success. Micromax is also working on a strategy to create awareness in the metros. Micromax is planning to expand its range in keeping with new market demands. Branding: Micromax has also tied up with a Bollywood celebrity “who will be announced shortly” as brand ambassador. Jain said.000 by the end of March as part of its strategy to raise sales to 1. Bollywood star Aamir Khan endorses Samsung phones. which includes tying up with MTV for co-branded phones. The on-board chips come from MediaTek Inc. Distribution channels: “Once you have established a good distributor network and sales are robust. The handsets are expected to be available in “April or May”..000 retailers.” said Romal Shetty. the firm expanded to larger cities and now has a distribution network of 55. the next logical step is branding exercises to ensure consistent brand re-call among your target consumer base. It is readying several high-end handsets. Jain said Having gained traction.the first 12-18 months. The Micromax phones are designed by the in-house research and development team. which it plans to scale up to 70. including phones that will run on Google’s Android and Microsoft’s Windows Mobile operating systems (market stretch).5 million handsets a month. and Infineon Technologies AG—the .

last two also count Nokia as a client. With a futuristic vision and an exhaustive R&D at its helm. South Korea and China. Production will be scaled up from an initial 50. enliven customer aspirations and continue to make Micromax a trusted market leader amongst people. OMH CDMA Handsets. Micromax has successfully generated innovative technologies that have revolutionised the telecom consumer space. Micromax is on a mission to successfully overcome the technological barriers and constantly engender “life enhancing solutions”. The Micromax ideology stems from its rooted belief in ‘Innovation’ and delivering “nothing short of the best”. etc . The company’s vision is to develop path-breaking technologies and efficient processes that incubate newer markets. Operator Branded 3G Handsets. USA. Manufacturing is outsourced to about 11 factories in Taiwan. Handsets with Dual SIM / Dual Standby. Product line: Micromax has a lot of “firsts” to its credit on their versatile product portfolio. Micromax is one of the leading Indian Telecom Companies with 23 domestic offices across the country and international offices in Hong Kong. Handsets Switching Networks (GSM . It was the first to introduce: Handsets with 30 days battery backup. Dubai and now in Nepal. Aspirational Qwerty Keypad Handsets. Micromax has invested Rs100 crore to set up a plant in Baddi in Himachal Pradesh as it feels outsourcing manufacturing completely leaves the door open for supply-side uncertainties.000 per month.CDMA) using gravity sensors.

After building a strong presence in the rural market. Cost-Effective. Since then Micromax has received commendable response for its unique and interesting handsets.000 operational stores in the coming year. have now become synonymous to Micromax in the telecom vertical. Micromax Informatics Limited has created a niche for itself in the telecommunication industry. Innovation. where the prominence of both subscribers and operators is rapidly increasing. Credible and an Insightful R&D. TV and print media) and marketing strategy sketched out. internet. the company has an optimistic outlook for the telecom consumer space. Currently present in more than 40. the company forayed into one of the most predominant genres of telecommunication – Mobile handsets.000 stores across the country. With young enthusiasts as its anchor. Today Micromax has become a brand which people relate and look up to for realizing their individual device preferences and other out-of-the-box solutions.Promotion: With a 360 degree advertising (media. In the year 2008. after delivering upon the technology of fixed wirelesspowering desired products. . Micromax’ is now progressively moving towards establishing its foothold in the competitive urban towns as well. the company plans to have an aggressive market incursion to reach out to its customers through 70. Micromax ventured into the telecommunication industry with an end-to-end solution of Fixed Wireless Devices and Wireless Data Cards.

Vision Micromax India's Vision entails helping people improve the quality of their lives by providing them with superior quality. At Micromax. state-of-the-art technology products at the right time and the right price. Micromax seeks to contribute to the economic growth of the country though its export commitments and large scale production facilities generating secured employment for hundreds of Indian people. But beyond its role as a purveyor of quality products in India. we strive to contribute to the development of the electronics and components industry in India by enhancing the knowledge levels of our workforce through the introduction of our advanced management systems and production know-how in our manufacturing facilities by introducing our Indian vendors to our world class quality systems and helping them in improving them in their own quality systems and production processes and setting benchmarks for the industry both in terms of after sales .

and escalating competition from well-established rivals. but as an 'Indian Company' operating here. MICROMAX has continually refined its mission statement to respond both to change in itself and in the world: "Economic contribution to the nation. . through the social causes we espouse. conforming to the laws of the country and committed to working for the Indian community." "Priority to human resources. We view ourselves not as an MNC operating in India. rapid changes in the world economy. At Micromax." Each slogan represents significant moments in MICROMAX's history. quality systems and management techniques at our facilities or our products themselves. We want and to be seen as the 'Most Respected' Indian Company." "Pursuit of rationalism. In the 1990's. we believe in returning to the community some of the profits we earn from it.service for our products. Value & Philosophy What makes MICROMAX one of the world's leading companies? How we got here Ever since it was founded in 1938. reflecting different stages of the company's growth from a domestic industrial leader into a global consumer electronics powerhouse. we once again acknowledged the need to transform our mission statement to keep pace with our growing global operations.

In addition to working on global R&D projects. SISO is working on major projects for Micromax Electronics in the area of telecom: wireless terminals and infrastructure. Key to our efforts is our own people. SoC (System on Chip) Digital Printing and other multimedia/digital media as well as application software. While the Micromax India Software Centre in developing software solutions in Micromax’s global software requirements for hi-end television like Plasma and LCD TVs." Our management philosophy represents our strong determination to contribute directly to the prosperity of people all over the world . We believe that the success of our contributions to society and to the mutual prosperity of people across national boundaries truly depends on how we manage our company. Our determination is growth . Research & Development The company’s thrust on Product Innovation and R&D have given the company a competitive edge in the marketplace. thereby contributing to a better global society. SISO currently employs over 800 highly skilled professionals. Micromax has set up Micromax India Software Centre (SISC) and Micromax India Software operations unit (SISO) for software development at Noida and Bangalore respectively. whose talent and creativity are dedicated to doing their best at all times. And superior products and services are what we are all about. we challenge the world to create the future with our customers. Networking. While the Micromax India R&D Centre has around 300 employees.a single human society. Thus.a perpetual challenge . Technology also plays an important role in making it possible to achieve higher standards of living.Our Management Philosophy "We will devote our human resources and technology to create superior products and services. .but always working within the context of cooperation and inclusion of our customers. SISO is also helping Micromax India’s CDMA business by focusing on product customization for the Indian market.

SISO has a special Intellectual Property Team working on securing Patents for its breakthrough projects. to washing machines with special ‘Saree Wash Course’. SISO plans to continue its focus on Multimedia & Protocol development. DNIe vision series of Flat CTVs especially designed for the Indian market to Micromax mobiles with regional language menus. CS Domain refers to the set of all CN entities offering CS type of connection for user traffic as well as all the entities supporting related signaling. SISO is charting out major growth plans in the country. In fact. with its current focus being in the 4G & Multimedia area. WIRELESS INFRASTRUCTURE Overview Architecture point of view. The network elements MSC and GMSC belongs to CS domain whereas the elements SGSN and GGSN belongs to PS domain. The focus of the R&D Centre is to customize both Consumer Electronics and Home Appliance products to better meet the needs of Indian consumers.UMTS logically is divided into CS Domain and PS Domain.With an investment of over USD 100 million. PS Domain refers to the set of all CN entities offering PS type of connection for user traffic as well as all the entities supporting related signaling. build a strong competency in technology and focus on WCDMA technology and User Interface. UMTS UMTS Core Network is a Third Generation (3G) mobile communications systems being developed by Micromax within the framework defined by the ITU and known as IMT- . From colour televisions designed for higher sound output. SISO has already applied for 145 patents based on the software development carried out here in India. the Micromax R&D Centres in India are helping the company to continuously innovate and introduce products customized for the Indian market. Micromax India is also carrying out Hardware R&D at its Noida R&D Centre.

and even moving images. data. and 2Mbps in a stationary environment. Since its inception SISO has grown to over 500 Software Engineers working on R & D projects in the latest technology areas. PS Domain refers to the set of all CN entities offering PS type of connection for user traffic as well as all the entities supporting related signaling. 3G core network system enables users to transmit voice. high-capacity mobile communications offering data rates as high as 2Mbit/sec under stationary conditions with global roaming and other advanced capabilities. transmission of large-scale data and moving contents photographed by digital cameras and videos. The concept of 3G wireless technology represents a shift from voice-centric services to multimedia-oriented (voice. Heavy demand for remote access to personalized data is fueling development of applications. data.2COMPANY PROFILE Micromax Electronics India Software Operations (SISO): Micromax Electronics India Software Operations (SISO) was set up in February 1996 in Bangalore as a liaison office. The network elements MSC and GMSC belongs to CS domain whereas the elements SGSN and GGSN belongs to PS domain. Architecture point of view. UMTS will deliver low-cost. . 384Kbps in a low-speed moving environment. logically is divided into CS Domain and PS Domain. 2. to complement the 3G protocols. such as the Wireless Application Protocol (WAP) and multimedia management. fax) services. 3G improves the data mission speed up to 144Kbps in a high-speed moving environment. 3G provides services like Internet connection. In order to realize these services. CS Domain refers to the set of all CN entities offering CS type of connection for user traffic as well as all the entities supporting related signaling. and software downloading. video.2000.

Intelligent Appliances for Home Networking. 'Networking' and 'Embedded Software'. Therefore. SISO is OUR CONTRIBUTION In the short period of a little over half a decade that the organization has been operational. SISO has contributed in a big way towards a number of key projects. SISO as an organization is being identified as a key development center within all of Micromax's global labs. During this period of about 7 years. Networking etc. quality underlines every aspect of our organization. has contributed to Micromax's success in the global market since 1996. The company boasts of a highly talented and motivated work force who have been constantly enriching their knowledge and skills. have been some of the focus areas for the company. The company is striving hard at getting such recognition in other areas as well ..like 'Home Networking/Intelligent Appliances'. SISO's well defined goal of 'Being a partner today and a Leader tomorrow' is being aggressively pursued by the management. Today. This commitment to quality combined with innovative technology designed for Indian conditions and an infrastructure second to none.SISO as an organization is involved in the business of developing software for Micromax Electronics Corporation technology solutions in a variety of different areas. part of the Micromax Electronics R & D organization. SISO's engineers are involved in many of Micromax's highly strategic and important projects. in certain areas like 3G Wireless. Multimedia. As a CMM Level 5 Assessed and an ISO 9001 Certified company. the organization has grown in strength in terms of numbers as well as in terms of the expertise that it possesses in certain key technology domains. . Broadband.. Cutting edge technologies like 3G Wireless.

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systematic cooperation takes place between the companies that enables the development of state-ofthe-art electronic products. MICROMAX SDI. All these companies share the same goal of becoming world-class. Despite being independent. MICROMAX Corning. high-tech companies at the beginning of the 21st century and are concentrating their investments into promising future fields to achieve that target. MICROMAX SDS. . MICROMAX Networks and MICROMAX Corning Precision Glass.Electronics industry AFFILIATED COMPANIES • • • • • • MICROMAX SDI MICROMAX Electro-Mechanics MICROMAX Corning MICROMAX Corning Precision Glass MICROMAX SDS MICROMAX Networks MICROMAX electronics subsidiaries include MICROMAX Electronics. computer and telecommunications equipment. MICROMAX Electro-Mechanics. These affiliates produce. market. They also develop computer systems and produce general electronics and precision machines. and sell a wide variety of electronic parts and components such as next generation memory chips. and glass bulbs. color TV picture tubes.

net income rose because of gains from Micromax Card&apos. The Telecommunication Network Business posted sales of KRW4. The company recorded sales of KRW13. Operating income of KRW1. and the company expects improved performance in the second half with stronger demand for PCs.59 trillion. from the previous quarter.5 trillion due to the growth of the LCD and Digital Appliance Businesses.2 trillion and KRW1. SEOUL.. respectively.s turnaround. 23% decrease and 13% rise.7 trillion.1 trillion.65 trillion. Despite a drop in prices of some of its main products. Sales and operating income of the Semiconductor Business decreased slightly to KRW4. a boost in demand for high capacity NAND flash memory is expected with the introduction of new MP3 players and digital cameras with higher pixel counts. because of a seasonal decline in DRAM and NAND flash memory prices. Ltd. The drop is attributed to increased marketing spend to counter growing competitiveness. Korea? July 15.7 trillion. and net income of KRW1. While operating profits decreased. such as memory chips. However the business continued to maintain high margins of over 26%.5 trillion and operating income of KRW530 billion.59 trillion.65 trillion and net income of KRW1. 2005: Micromax Electronics Co. representing a 2% drop. operating income of KRW1. representing a decrease of 8% and 37%.MICROMAX Electronics Announces 2005 Second-Quarter Earnings Micromax reports quarterly sales of KRW13. announced its financial results for the second quarter of 2005. The . In addition. Micromax sold 49 million phones in the first half despite a stagnant domestic market and slow-down in the growth of the overall mobile phone market. which was incorporated through valuation using equity method of accounting. respectively. respectively. the company was able to maintain sales of more than KRW13.

7 billion. s 7 th -generation line are on schedule. “ Despite the challenging business environment and depressed market conditions .1 trillion and KRW12.s expectation. “ With demand for IT products expected to return and steady growth in our DRAM.0 billion operating loss because of the seasonal downturn. The company expects its performance to improve in the third quarter as demand for LCDs increases. Sales of its Digital Appliance Business grew 27% to KRW1 trillion and operating income at KRW30. The LCD Business reported revenue and operating income figures of KRW2.6 trillion and posted a KRW50. Senior Vice President and General Manager of the IR Team. NAND Flash. demonstrating th e inherent strength and competitiveness of Micromax&apos.s business model . Micromax Electronics anticipates improvements in both sales and operating profits in the second half of 2005 . Digital Media Business sales decreased to KRW1.” . Woosik Chu. LCD and mobile phone businesses. Dr. respectively.” He add s .company expects stronger performance in unit sales and ASPs in the third quarter with the launch of new premium products. states. which will contribute to the increased sales of 32-inch and larger LCD TV panels. sales remain at similar levels from the prior quarter and operating profit figures met the market&apos. Plans for the full ramp-up of SLCD&apos.0 billion returned to the black from increased sales of air-conditioners.

66 1.17 (9) (7) Memory 3.58 4.81 13.46 (10) (8) Mobile Phone 4.19 (9) (8) Digital Media 1.84 4.1 .79 1.94 4.61 4.22 (10) (9) System LSI 0.00 13 27 Total Revenue 14.47 1.62 0.45 (28) 1 LCD 2.59 (9) (2) Table 1.61 (19) (3) Digital Appliance 0.Revenue by Business Growth Buisness 2Q04 1Q05 2Q05 YoY (%) QoQ (%) Semiconductor 4.54 3.98 13.48 4.45 0.90 2.12 (14) 12 Telecommuniction Network 4.56 4.57 3.99 1.89 0.

Micromax is also increasing. The company adheres to a turnaround time of 24 hours within the city where the Micromax Service Centre is located. The Micromax Service Plazas serve as a one-stop shop for Micromax’s walk in customers. every year. Micromax India organizes a Free Service Camp on an All India basis. 10 years to gain them back’ forms the guiding principle for Micromax Service Team as it strives to satisfy the growing expectations of Indian customers. as the Company seeks to satisfy more and more of its customers with prompt and accurate service. In order to deliver prompt and easily accessible service. . as the Company owned Service Centres are called. To satisfy the needs of its Home Appliance customers. 10 second to loose a customer. Smile. A Service Helpline number 30308282 gives access to Micromax Service throughout the country. are a first in the industry. Sure’ is the motto for Micromax Service. The Micromax Service Plazas. Speed.Retaining customers Micromax considers 'After Sales Service' as a key differentiator for Micromax products. Customers also get a chance to see the Micromax range of products and interact with Micromax product specialists to know more about the company’s products and services. the number ‘Micromax Prestige Service Plazas’ in smaller cities like Ludhiana & Coimbatore to reach out to its customers. Micromax India has set up a widespread network of company owned as well as Authorized Service Centers to service its customers. for proactively reaching out to customers and servicing their Micromax products. Micromax has set up state-of-theart Home Appliance Service Centres in 19 cities that are equipped with latest testing and measuring equipments for servicing only Home Appliance products.

It's a time of intense competition-fortunes can be made or lost in the blink of an eye. MICROMAX begins its second century. MICROMAX Card has been selected as the "Best Card Company in the New Millennium" by Master Card. the result of securing more than 1 million members within . we see challenges as opportunities. and printers to our current world market leaders-semiconductors. Currently. and corporate culture to meet a global standard. We regard the digital age as having both incalculable potential and risks. custom semiconductors. management perspective and systems. MICROMAX Electronics. IMT 2000.000 researchers representing a US$ 1. Humanity must now successfully manage the opportunities and challenges resulting from the new and quickly changing digital paradigm with equally revolutionary changes in the rules it uses to do business. has 13. However. MICROMAX Group is undergoing changes in its business structure. In the financial market. Our commitment to being "World's Best" has succeeded in securing the number one global market share for thirteen of our products. at MICROMAX. TFT-LCDs. At the same time.MICROMAX group timeline and history Pioneering the digital age (2000 ~ Present) With the start of the second millennium. and DRAM and SRAM. which has been among the world's top 10 in US patents for four consecutive years. MICROMAX is also committed to being the World's Best. Our target is nothing less than to have thirty number one "world products" by 2005. we are making historic advances in research and development of our overall semiconductor line. monitors and CDMA mobile phones. For example.7 billion investment in Research and Development. adding digital TVs. Which is one reason we believe that we are perfectly positioned to be one of the world's recognized leaders in digital technology. including flash memory and nonmemory.

As a Worldwide Olympic partner in the wireless equipment sector for the 2000 Sydney Olympics. thereby contributing to a better global society. Euromoney has also selected MICROMAX Securities as the "Best Security Company" for the 3rd consecutive year. We also have served in that capacity at the 1999 Nagano Winter Olympics. MICROMAX Nations Cup Riding Competition. MICROMAX Electronics has secured a nation's credit rating from S&P and Moody's while MICROMAX Fire also has been recognized by S&P for its stability and growth potential and has received its second consecutive A rating. Reducing production costs and working hard to maintain our brand image have also contributed mightily to our surge.S. And MICROMAX Life Insurance has ranked as 10th largest company by Fortune's "Global 500" in the Life/Health insurance category We are also actively promoting our brand value.000 advanced digital wireless telecommunication devices including mobile phones. MICROMAX provided 25. and many other sporting events around the world. MICROMAX World Championship (a U." the first loan-only card in Korea. MICROMAX Running Festival. Another clue to the quick pace of our development goes to the heart of our management philosophy "We will devote our human resources and technology to create superior products and services. . MICROMAX's brand value increased to US$8." Our active participation in various sports events around has helped promote community spirit as well as returning corporate profits to society. How did we make such astounding progress in such a short time? One answer is that we are perpetually engaged in achieving global competitiveness through continually improving our financial structure and profitability and looking at the structure of our organization. and will be a Worldwide Olympic Partner in the 2006 Torino Olympics and 2008 Beijing Olympics. Accordingly. a key engine of business growth. We actively participate as a contributor in the Asian Games.one year through the release of "Aha Loan Pass.37 billion in 2001 and was recognized by Interbrand Corporation as the fastest growing global brand. LPGA Tour).31 billion in 2002 from US$6.

such as GSM/GPRS dual mode handsets. 2. . CDMA 2000 1x (and variations thereof such as EV-DO. and the applications therein. the testing team rigorously tests and evaluates the product. MICROMAX started its management program with a new twist and aimed to stay ahead of the great waves of digital changes now engulfing the world. Work is going on towards developing user interfaces for software applications in local languages.3PRODUCT PROFILE Overview Towards realizing the vision of Micromax Electronics to become one of the leading handset manufacturers in the world. Micromax India Software Operations (SISO) is an important cog in the wheel. Telecom Team at SISO is involved in designing and building software for the mobile terminals encompassing the current and future technologies. EV-DV etc. established and emerging. The much touted applications such as multimedia environments and functionalities in the third generation wireless standards (3G) are a key focus area at SISO. for Micromaxs latest mobile handset equipments.). We expect nothing less than to lead the digitalization of society with our advanced technologies. and professional human resources. competitive products. Customization of CDMA phones to cater for an Indian scenario is one of the high priority things at SISO.In 2000.WCDMA protocol stacks. Expertise in the Handset Technology Engineers at SISO are involved in building mobile handset software for a variety of standards. To deliver world class quality software. dual mode handset software (CDMA2000 1x and WCDMA) and all important interoperability issues. before delivering it to the customer.

25 networks Increased performance for up to 114 Kbps Fast set-up/access time End-user's Benefit "Better price than current WAP" and "faster data transmission speed" are the highly valued features of GPRS . it is the only way to move up the technology value chain in the rapidly changing wireless business environment". innovative and useful ideas relevant to the business environment the work so far has resulted in numerous patent filings. Engineers are encouraged and motivated to think and patent new.SISO believes that "Innovation is not only useful. Technical info GSM Concept of GPRS General packet radio services (GPRS) is a standardized packet-switched data service for GSM network. GPRS increases data transmission speed from 9. It will allow GSM operators to take a share of the rapid growth of Internet usage and position the cellular service as a mobile access to the information society For end-user GPRS Presents: • • • Always in connection with P or X. With the packet-switched technology.6kbps to a maximum of 114kbps for uses in the mobile Internet.

video recording and messaging. the W900 in the Indian market.9 inch TFT LCD screen of the phone for remarkable color and clarity of images. The W900was selected as the World’s Best Mobile Handset at the 3GSM Association World Congress at Cannes in February 2005. Micromax Electronics announced the launch of the ‘World’s Best Mobile Handset’. packet-switching is superior to circuitswitching due to its ability to transmit bursts of data. There is no need to reserve.3 Mega pixel camera.22. Blue tooth. 2.62. the W900 integrates the pinnacle of Micromax’s industry leading innovations in its soft touch slide up style. This new tri band. This results in faster call set-up time and allows users stay online indefinitely. resulting in much better channel utilization than with circuit-switched data communication. Micromax W900 in the Indian market Global digital technology leader. including 96MB of user memory.000 color.GPRS Radio Resources Several end-users will share GPRS radio resources. Micromax launches the World’s Best Mobile Phone. an enhanced voice clarity speakerphone. establish or keep a path open for data. The user may remain connected as long as desired but is only charged for the volume of data received and/or transmitted. GPRS uses radio channels to packet-switched or circuit-switched traffic. email and sync connectivity. 1. 64 polyphonic ring tones. amongst 480 initial entries. and an MP3 Player music player making the W900 the most valuable companion in the industry. while only being charged for the amount of data actually transferred. exceptional functionality and the latest imaging technology. Mega pixel Digital Integrator from Micromax combines a modern design. For the purpose of data communication purposes. a 1. Priced at Rs. .499/-.

leading technology . leading technology.1 position in the premium segment of the mobile handset market in the country by the Year 2007. innovative products in the Indian market. “We expect to fuel the growth of the colour and camera phone segment in the country by launching our World Best.The W900 besides supporting messaging in Hindi.” states Mr. H C Ryu. Micromax India. Tamil. Marathi. . the Company has introduced 8 new handset models in the country.” Micromax. which is a dominant player in the colour phone market in the country. is the first phone in the industry to support menu in Gujarati and Kannada language. We expect to achieve the No. Sales & Marketing (HHP). Ryu. Director. Announcing the launch of the W900 in the Indian market . In the first Quarter itself. Bengali and Punjabi. “We plan to sustain the excitement in the marketplace by launching new. states Mr. expects 80% of its handset sales this Year to come from the colour phone segment. wow models every quarter.

Binal.Team Micromax’ members launch the World’s Best Mobile Phone. Neha Kapur. Micromax W900 during the Micromax Show at the Lakme India Fashion Week.Micromax W900 at the LIFW 2008 Irfan Pathan. Mohd. Leading models like Fluer.Irfan Pathan. Rohit Gandhi & Rahul Khanna and Rina Dhaka are coming together to create a sparkling and magnificent Show this evening. Leading Fashion designers . Sampada. The Micromax W900 Mobile Handset has been rated as the ‘World’s Best Mobile phone’ by the 3GSM Association World Congress held at Cannes in February 2005. Shivani Kapur. Poonam. Nandita Basu. Moni Kangana Dutta and Nolana will participate in the Show. Deepika Padukone. Nikhil& Shantanu. Sonalika Sahay. Nina. . Mohd Kaif and Virender Sehwag participate New Delhi. The Theme for the Micromax Show is ‘The Best Thing Says Everything’ in keeping with the positioning of Micromax W900 Micromax’s latest and path-breaking mobile phone. 21st April 2005: Team Micromax cricketers . Michelle. Tupur. which is being choreographed by Harmeet Bajaj. Kaif and Virendra Sehwag will launch the World’s Best Handset.Manish Arora. Sapna. Laxmi.

Best Brand in France. Micromax phones chosen product by the best consumer satisfaction French consumer alliance. .Awards GSM Best model product to made the minimum electronic wave 60 Million De La Consommateur magazine.

1cms TFT QVGA(240*320) Display Full Touch Screen Camera 2.PRODUCT | X505 Form Factor Bar Style Band GSM/EGPRS/ 900/1800/1900 Dimensions 104.8mm*56mm*12.9mm 7.0 MP Music Multi Format Music Player .

3.5mm Jack Yes Opera Mini Yes. integrated Nimbuzz Yes Snaptu Yes Stereo FM Radio Yes Video Player Yes(AVI/3GP/MP4) Video Recorder Yes Messaging Yes. SMS /MMS/EMS Games Yes Bluetooth(A2DP) Yes Email Yes .

JAVA Yes EGPRS/WAP/MMS Yes Phonebook Memory 1000 Expandable Memory MIcroSD (upto 8GB) Battery Type Li-ion 900mAh Talk Time Up to 3 hours* Standby Time Up to 5 days * .

PRODUCT X 600 Form Factor Bar Style Band Dual GSM-Dual-Band (900/1800 MHz) .

Gravity Sensor enabled Yes.1cms) Full Touch keypad Motion Sensor Yes. 2.0 MP Camera Yes Music Facebook Yes.7 mm Display 262K TFT QVGA Screen (320*240 Pixels. integrated Opera Mini Yes. integrated Multi-Messenger Nimbuzz Yes Stereo FM Radio Yes .Weight 110g Dimensions 113mm*56mm*12. 8.

Video Player

Yes

Messaging

Yes, SMS /MMS

Email

Yes

Bluetooth(A2DP)

Yes

EDGE/GPRS/WAP/MMS Yes

Phonebook Memory

1000

SMS Memory

1000

Expandable Memory

MicroSD (upto 4GB)

Battery Type

Li-ion (1000mAh)

Talk Time

Up to 5 hours*

Standby Time

Up to 8 days*

PRODUCT Q3

Factor

Bar Style

Band

Dual GSM-Dual-Band (900/1800 MHz)

Weight

97g

Dimensions

111.2*61.2*13mm

Display

262K Color TFT (176*220 Pixels, 5.58cm) 5-way navigation key with Full QWERTY keypad

Camera

Yes, 1.3 MP

Music

Multi Format Music Player (MP3 / AMR / MIDI / WAV) Background Music Playback

Flight Mode Stereo FM Radio/Recorder Yes Speakerphone Yes Messaging Yes. SMS / MMS Games Yes Bluetooth(A2DP) Yes Conference Call Yes Speed Dial Yes STK Yes GPRS/WAP/MMS Yes Phonebook Memory 1000 .

SMS Memory 1000 Internal Memory 10MB Expandable Memory MicroSD (upto 2GB) Battery Type Li-ion 1000mAh Talk Time Up to 4 hours* Standby Time Up to 160 hours* .

3.1 RESEARCH OBJECTIVES MAIN OBJECTIVE o Analysis of current market scenario of mobile market with special reference to MICROMAX IND. . The objective behind this project was to get a deep insight into the answers To the questions “what are the general problem faced by the subscribers and what they expect from mobile handsets providers and study of current mobile market”. The primary source of the data is the users of various mobile handset users. Methodology Used The data was collected through both the primary as well as secondary sources.RESEARCH METHODOLOGY Research is the systematic and objective search for the analysis of the information relevant to the identification and solution of any problem in the field of channel development. The sources of secondary data are the websites and company catalogues. SUB OBJECTIVES o To study the satisfaction level of cellular users in Sahibabad. o To study the buying behaviour of the customers. 3.The object of the survey were the mobile users of various mobile companies.MOBILES.

3. It is overall operational pattern or framework of the project that stimulates what information is to be collected. The three types of design used are exploratory. Thus the data collection was done .o o To understand the price sensitivity of the markit in respect to the telecom services. o To understand the various sales promotional schemes being offered by various mobile handsets providers. descriptive and causal for this research the descriptive design was used.2 THE RESEARCH DESIGN Steps followed for this research was: 1.” 2. To identify customers opinion about Micromax Handsets. Problem Formulation: This refers to transferring of the management problem into a research problem. It has a preplanned and structure design. Research Design: It is the specification of the methods and procedures for acquiring he information needed. 3. For descriptive study proposed data analysis and project output are critical aspects. o To identify the key buying factors which are used in hiring the telecom services. It was decided that the users of various mobile companies would be used as the primary source of data. The source of primary data was the user of various mobile companies. Research Method: It involves choosing either experimental or non-experimental research. Selection of data collection techniques: For this research the data was to be collected was of primary as well as secondary nature. This research was non-experimental. The management was “to gauge the behavior of consumer in respect of mobile market. from which source and by what procedure. This is because it is marked by the prior formulation of specific research questions. 4.

through a survey by using questionnaire technique. Therefore these attributes are conflicting. This consisted of an interview and questionnaire. 6. . Methodology. Sample Design: A sample chosen has to be representative of the population. On presenting the research report to the management. the researcher should keep in mind two types of data primary and secondary. the breaking down of constituent parts and the manipulating of the data and to obtain answer to the research questions. The questionnaire is main source for the collection of data. Data collection: At this stage the data is actually colleted according to the decided technique of data collection.3 METHODS OF DATA COLLECTION The task of the data collection begins after research problem has been defined and research design/plan chalked out. 7. Interpretations involve taking the result of analysis. Analysis and interpretation: Data which has been obtained are seldom useful to anyone. For this survey cluster and stratified sampling was used. While deciding about the method of the data collection to be used for study. The sample size was more than 500 users and 50 retailers. a balance has to be stuck between the two. 5. 8. report and recommendations for course of action are presented. 3. Research report: The culmination of the research process is research report. The questionnaire contained the questions relating hiring and uses of different mobile handsets. The questionnaire was first pre tested and later making certain necessary changes in modified it. The management should be able to take decision on recommendations and conclusions of research. The two critical attribute of report are completeness and conciseness. making inferences relevant to the research relationship studied and drawing conclusions about these relationships. if it is not analyzed and interpreted in order.

Method adopted in research: The survey method was used for this research project. The sources of secondary data in this project were the websites of various mobile providers. A general survey was conducted together the required data. then we can obtain primary data either through observation or through direct communication with the respondents in one form or another or through personal interview. Sample survey is carried out during this project.1.e. they refer to the data which have already been collected by someone else. Sources of Data: a) Primary Data: We collect primary data during the course of experiments in an experimental research but in case do research of the descriptive type and perform surveys. Research tool used: Questionnaire was used to collect the data from the users of various mobile handsets. 2. 3. newspapers. a) Method of population Selection: . magazines etc. Since the research is of descriptive type in witch data is collected through direct communication with respondents. The survey was performed through a structured questionnaire. catalogues of various mobiles. b) Secondary Data: secondary data means data that are already available i.

banners and hoardings. b) Method of Interaction with the population: Personal visit method is used for this research project. . we divided the sahibabad colony wise then we applied stratified. • Sales We sale our product in two ways: a) Direct Sale: In direct sale we search the customers and motivate them for using Micromax mobiles. The respondents were the users of various mobiles. We also observe that the advertising materials are well placed or not.The population for this survey was selected with the help of cluster and stratified random techniques. Advertising material means posters. In cluster. We meet all retailers and whole sellers of Micromax India mobiles And try to find out their problems. In interaction with population we were applying these marketing strategies: • Advertising In this section we advertise our products (mainly new launchings) and say to customer our services qualities and brand features. These respondents were approached and requested to give their opinion on the mobile handsets providers by answering in the questionnaire. We conduct road shows and distribute leaflets and banners.

suggesting conclusions. 3. transforming. try to make poses. and social science domains. science.b) Whole Sale: In whole sale we go in market. encompassing diverse techniques under a variety of names. and modeling data with the goal of highlighting useful information. and supporting decision making. in different business. Some gifts are allows to these sellers if they achieve the target. We motivate these sellers for bulk sale. cleaning. Data analysis has multiple facets and approaches. .4DATA ANALYSIS Analysis of data is a process of inspecting.

Handset Dimensions (w×h×d) and excellent Build Quality are the perfect consideration in Micromax Mobiles when buying a cell phone.4. Near about 30% color mobile users switch over to other mobiles due to their good performance of standby time and talk time. More than 50% users have switched over to Nokia and others due to unavailability of Connectivity and memory expansion devices.      Ergonomics is very helpful to understand the interface in these mobiles and it also makes customers. . More than 50% users could not avail India-speaks facility due to lack of knowledge about its function thus it reveal that is a desirable attribute of Micromax Handsets. FINDINGS AND ANALYSIS  Mostly people are attracted towards Micromax mobiles due to good reputation and low initial investment in color and flip handsets.

45 above 45 Figure1.25 16% 19% 27% 38% 26 . More than 70% users are attracted to the support for cellular and multimedia standards.1 .35 36. FINDINGS | AGE GROUP OF RESPONDENTS Age Group Respondents 15-25 26-35 36-45 above 45 Respondents (%) 38 27 19 16 Age group of respondents 15 .  One feature that most of the users probably prefer more than anything else is light weight of these handsets.

2 . servant Housewives Executives Traders Others Respondents (%) 30 20 18 8 8 2 7 5 2 Occupation of respondents 2% 30% 8% 8% 2% 7% 5% 18% 20% Figure1.FINDINGS | OCCUPATION OF RESPONDENTS Occupation of Respondents Businessmen Students Doctors Engineers Govt.

FINDINGS | INCOME GROUP Income Group (yearly) Less than 50000 50000-150000 150000-300000 300000 & above Respondents (%) 48 25 16 11 Income Group 11% 16% 25% 48% Less than 50000 50000-150000 150000-300000 300000 & above Figure1.3 .

FINDINGS | MOTIVE BEHIND USING MOBILE Motive Communication Snob value Good facility others Respondents (%) 55 12 31 2 Motive behind using mobile 2% 31% 12% 55% C ommunication Snob V alue Good facility as compare to PNT Others Figure1.4 .

FINDINGS | DURATION OF USING MOBILE Duration of using mobile Less then one year 1-2 year 2-3 Year 3 & above Respondents (%) 42 22 21 15 Duration of using mobile 15% 21% 22% 42% Less than one year 1-2 year 2-3 year 3 & above Figure1.5 .

FINDINGS | MOBILE OWNERS Mobile Owners B/W Color Bar Color Folder Bar Camera Folder Camera High-end Camera Phone Respondents (%) 30 20 14 16 9 11 Mobile Owners B/W Color Bar Color Folder Bar Cam era Folder Camera High-end Camera Phone 9% 16% 11% 30% 14% 20% Figure1.6 .

FINDINGS | USERS OF CAMERA User of Camera Yes No Respondents (%) 47 53 Frequency Once in a Day Once in two Day Once in a Week Occasionally Respondents (%) 50 23 10 17 users of Camera Yes 53% 47% No .

8 FINDINGS | USERS OF VIDEO Respondents (%) User of Video Yes No 28 72 Frequency Once in a Day Once in two Day Once in a Week Occasionally Respondents (%) 15 10 19 56 users of Video 28% 72% Yes No .Frequency of accessing Camera Atleast once a day 17% 10% 23% 50% day Once in a w eek Once in tw o Figure1.7 & Figure1.

Frequency of accessing Video Atleast once a day 15% 56% 10% 19% Once in tw o day Once in a w eek Occasionally Figure1.9 & Figure1.10 FINDINGS | USERS OF FM User of FM Yes No Respondents (%) 18 82 Frequency Once in a Day Once in two Day Once in a Week Occasionally Respondents (%) 76 15 5 4 users of FM 18% Yes No 82% .

11 & Figure1.Frequency of accessing FM Atleast once a day 5% 4% 15% 76% Once in tw o day Once in a w eek Occasionally Figure1.12 FINDINGS | USERS OF GPRS User of GPRS Yes No Respondents (%) 36 64 Frequency Once in a Day Once in two Day Once in a Week Occasionally Respondents (%) 6 19 18 57 users of GPRS 36% 64% Yes No .

14 FINDINGS | AWRENESS ABOUT NEW LAUNCHINGS Awareness Yes No Respondents (%) 42 58 Source of information Media Retailer Friends others Respondents (%) 46 30 18 6 Awareness about new launchings 42% 58% Yes No .13 & Figure1.Frequency of accessing GPRS Atleast once a day 6% 57% 19% 18% Once in tw o day Once in a w eek Occasionally Figure1.

Media 18% 6% 46% 30% Retailer Friends Others Figure1.15 & Figure1.16 FINDINGS | USERS OF MICROMAX User of Micromax First time Switch over Respondents (%) 46 54 Users of Samsung First time 54% 46% Sw itch over Figure1.17 .

FINDINGS | REASON FOR GOING THE SERVICE OF MICROMAX Reasons Good reputation Low investment Brand quality Respondents (%) 14 24 18 44 Features Reason for going the service of Samsung Good Reputation 14% 44% 18% 24% Low initial Investment Brand quality Features Figure1.18 .

FINDINGS | AWARENESS ABOUT SERVICES PROVIDED BY MICROMAX Awareness Yes No Partially Respondents (%) 65 25 10 Awareness about Services provided by Samsung 10% Yes 25% 65% No Partially Figure1.19 .

FINDINGS | SWITCH OVER FROM Switch over from Nokia Sony Ericson L.20 .G Motorola Others Figure1.G Motorola Others Respondents (%) 7 32 20 30 11 Switch over from 11% 30% 7% 32% 20% Nokia Sony Ericsion L.

21 .FINDINGS | MARKET SHARE Market Share Nokia Micromax L.G Sony Ericson Motorola Respondents (%) 48 29 12 5 6 Market Share Nokia 5% 12% 48% 29% Sony Ericson Motorola 6% Sam sung L.G Figure1.

22 .G) Very satisfied 7% 8% 15% 48% 22% Satisfied Neither/Nor Dissatisfied Highly Dissatisfied Figure1.FINDINGS | SATISFACTION LEVEL (L.G) Satisfaction level Very satisfied Satisfied Neither/Nor Dissatisfied Highly Dissatisfied Respondents (%) 22 48 15 8 7 Satisfaction level (L.

23 .FINDINGS | SATISFACTION LEVEL (SONY ERICSON) Satisfaction level Very satisfied Satisfied Neither/Nor Dissatisfied Highly Dissatisfied Respondents (%) 7 35 45 10 3 Satisfaction level (SONY ERICSON) Very satisfied 3% 7% 10% Satisfied Neither/Nor 45% 35% Dissatisfied Highly Dissatisfied Figure1.

FINDINGS | SATISFACTION LEVEL (MOTOROLA) Satisfaction level Very satisfied Satisfied Neither/Nor Dissatisfied Highly Dissatisfied Respondents (%) 30 18 32 12 8 Satisfaction level (MOTOROLA) Very satisfied 8% 12% 30% Satisfied Neither/Nor Dissatisfied 32% 18% Highly Dissatisfied Figure1.24 .

Thus the scope of study is limited in terms of no. LIMITATION OF RESEARCH This research was subjected to following limitation: 1. 2. Despite the unbiased opinion and efforts the possibility of technical exceptions cannot be ruled out. The lack of candidness of respondent towards answering the questionnaire in few cases may have reduced the accuracy of survey to some extent. of respondent. The statistical analysis with various automated tools might have computational errors.5. The survey can not be termed 100% accurate due to lack of time and time and cost only 500 users and 50 retailers and whole sellers had been studied. 3. . 4.

CONCLUSIONS AND RECOMMENDATIONS • Mobile has become an important part of people’s life and it is no more a luxury. . • As the circle comprises of mainly high standard areas with few big shopping malls. subscribers want that the network coverage should extend up to shopping malls n addition to the small markets and roads.6. • The majority of respondents who use mobile are quite young. • Numbers of color mobile users far out number B/W mobile users. • MMS and Bluetooth functions are fast becoming popular with the mobile users. In fact these are becoming a criterion for choosing a mobile handset. • There is a good scope for new entrants in this circle as the service provided by the existing players are not up to the mark and subscribers want to try out new ones provided they stand up to the customers expectations. • Sahibabad is highly competitive and price sensitive market as majority of respondents want maximum services provided by company in low priced handsets. And among the color mobile users majority of them are camera mobile users.

marketing strategy should be more focused on this age group. Micromax should come up with these relevant services from time to time differentiate its product and to generate additional revenue. • Bluetooth and other connectivity services are fast emerging as an important area of mobile service. Hence to succeed in this market it need to reposition itself as the premium brand. • Since customer education about new launchings and facilities provided in handsets is the major problem faced by most of the mobile users. which is having better shopping malls and markets. It commands high respect and favorable image amongst the mobile users. Some recommendations and additional enhancements are following: • Sahibabad is a highly competitive and price sensitive market. • As the numbers of mobile users are relatively young. . Micromax needs to take extra efforts for promptness in customer education to win and retain users. Therefore. hence a suitable marketing strategy. • One of the drawbacks of Micromax brand in this market could be its common flavor not metro flavor. needs to be formulated taking into consideration the advertising and price factor.• Majority of respondents perceives Micromax as the best color mobile provider. • Micromax needs to prune up its advertising campaign to increase its visibility further as one of its competitors’ visibility is high.

Micromax.org 4. 2) Kotlar Philip 3) Kotlar and Armstrong 4) Intelligent computing CHIP.com 3.Micromaxmobile.Micromaxmobile.in. Issue 3 Research Methodology Marketing Management Principles of Marketing website used1.www. BIBILIOGRAPHY Reference Book1) Kothari C.• Micromax should give high priority to customer service and satisfaction as your satisfied customers do the best advertisement. www.R. www. Volume 1.com .in.chip-india. wap.com 2.

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This study is part of our course curriculum and the information provided by you will be confidential.ANNEXURE CONSUMER QUESTIONNAIRE Center________ Dear Sir/Madam. 2-3 Year d.G b. Carring out the survey of current market scenario of mobiles. 3Year and above 3) What your motive behind using mobile? a.Kindly spare some time and answer the following questions. Good facility as compare to PNT phones d. Others (specify if any) f. PANASONIC Serial No. Communication due to extensive mobility b. MOTOROLA 2) Since how long have you been using mobile? a._____ . MICROMAX c. Less then one year b. We are the summer trainies of Micromax India Ltd. Snob value c. 1) Which mobile do you have? a. L. SONY ERICSON e. NOKIA d. 1-2 Year c. SIEMENS g.

G MICROMAX NOKIA SONY ERICSON MOTORALA GSM CDMA 5) Are you the first time user of the mobile company? or Have you availed services of some other mobile ? a. First time b.4) Which handset do you own? COMPANY L. Switch over c. Both If switch over specify company name [1] L.G [2] SONY ERICSON [3] NOKIA [4] MOTOROLA 6) Which attribute characteristic have you most preferred? Attribute .

IRDA/ Blootooth k. Weight f. Camera video i.no _____________________________ . Language l. Brand equity 7) According to you what are the negatives in your handset? Please mention if any (---------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------) Kindly fill in the following personal details Name______________________________ Address____________________________ Tel. Ergonomics h. Battery backup j. Connectivity e. Warrenty& sup. Sup. Display g.a. d. Low investement c. Good reputation b.