ADVERTISING IN

MICROMAX MOBILES

PROJECT REPORT SUBMITTED TOWARDS PARTIAL FULFILLMENT OF

MASTER OF MANAGEMENT STUDIES
Academic Session (2010-2011)
SUBMITTED TO

SUBMITTED BY ROLL NO. M-4510

ACKNOWLEDGEMENT

This report is based on the research undertaken as the part of winter project “Advertising in Micromax Mobiles”. 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.

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.

PREFACE

The wide ambit of the project, which is the internal part of the MMS course, guaranteed me extensive exposure to various concept of GSM, CDMA, Flip and other camera and video technologies among other things.

I did survey aiming at studying and analysis the current market scenario of mobiles, requirements of the customers about the features and its pros and cons, future needs of various mobile companies. I had the unique privilege to assume an assortment of role including problem identification, theoretical framework, research design, experimental design and setup, data collection, analysis and interpretation, observing findings and providing suggestions and recommendations etc. 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.

5. Analysis and Finding 5. Data Analysis 4. Industry Profile 2.3. Limitations 6. Preface 2.1.2. Product Profile 3. Introduction 2.TABLE OF CONTENTS 1. Research Methodology 3. Research Objectives 3.4. Research Design 3. Company Profile 2.1.3. Sample Design 3.2. Methods of Data Collection 3. Conclusions and Recommendations Appendices Bibliography .

LIST OF TABLES .

LIST OF FIGURES .

ABBREVIATIONS .

GLOSSARY .

EXECUTIVE SUMMARY .

Chapter 1. Situational Analysis & Problem Definition .

 Nokia market share in India fell from 56. Ltd’s share rose marginally to 9.2% share in 2008 • to 54.  Local manufacturers have grabbed 18. 2009  The growth has more or less flat [owing to low sales figure in Q1] – in total.  Samsung Electronics Co.2% to 6.CHAPTER NO.7% from 9. 2 LITERATURE REVIEW INDUSTRY PROFILE: Courtesy: IDC report on growth of mobile sales in India.9% in 2008].1% market share [from 0.1% in 2009. 101.4%.  Only 5 local manufacturers in 2008 and the number stands at 28 now.5%. .54 million units of sales were registered.  LG’s share dropped from 7.

8%. With an annual turnover of INR 5000 million.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. 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. Micromax has offices in all major India cities and global offices in Dubai and USA. Samsung. Micromax's products comes with a qualty seal meaning product satisfaction. . India based Telecom manufacturer and distribution partner to Nokia. Micromax leads the race and holds a market share stands of 4. Of the local manufacturers. LG etc for their IT / Telecom products in India. COMPANY PROFILE: Micromax Informatics Ltd is a New Delhi. high relieability resulting in repeated business.

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

It is readying several high-end handsets. The handsets are expected to be available in “April or May”. Micromax is planning to expand its range in keeping with new market demands. which includes tying up with MTV for co-branded phones. Qualcomm Inc. which it plans to scale up to 70.000 by the end of March as part of its strategy to raise sales to 1. One of the major aspects that contribute towards the substantial monthly growth of Micromax is its 80% sales in the rural areas. the firm expanded to larger cities and now has a distribution network of 55.the first 12-18 months. Distribution channels: “Once you have established a good distributor network and sales are robust. Branding: Micromax has also tied up with a Bollywood celebrity “who will be announced shortly” as brand ambassador.000 retailers. Jain said. Bollywood star Aamir Khan endorses Samsung phones. the next logical step is branding exercises to ensure consistent brand re-call among your target consumer base. 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 . Micromax is also working on a strategy to create awareness in the metros. Jain said Having gained traction. as is the embedded software.” said Romal Shetty. Encouraged by its success. executive director and head telecom practice at audit and consulting firm KPMG India. The Micromax phones are designed by the in-house research and development team. The on-board chips come from MediaTek Inc..

last two also count Nokia as a client. With a futuristic vision and an exhaustive R&D at its helm. Micromax is one of the leading Indian Telecom Companies with 23 domestic offices across the country and international offices in Hong Kong. etc . USA. The Micromax ideology stems from its rooted belief in ‘Innovation’ and delivering “nothing short of the best”. 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. Aspirational Qwerty Keypad Handsets. Micromax has successfully generated innovative technologies that have revolutionised the telecom consumer space. 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. enliven customer aspirations and continue to make Micromax a trusted market leader amongst people. It was the first to introduce: Handsets with 30 days battery backup. Handsets Switching Networks (GSM . Operator Branded 3G Handsets. Dubai and now in Nepal.000 per month. OMH CDMA Handsets. Micromax is on a mission to successfully overcome the technological barriers and constantly engender “life enhancing solutions”. Production will be scaled up from an initial 50.CDMA) using gravity sensors. South Korea and China. The company’s vision is to develop path-breaking technologies and efficient processes that incubate newer markets.

Micromax’ is now progressively moving towards establishing its foothold in the competitive urban towns as well. In the year 2008.000 stores across the country.Promotion: With a 360 degree advertising (media. the company plans to have an aggressive market incursion to reach out to its customers through 70. With young enthusiasts as its anchor. internet. 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. Currently present in more than 40. Micromax Informatics Limited has created a niche for itself in the telecommunication industry. the company forayed into one of the most predominant genres of telecommunication – Mobile handsets. TV and print media) and marketing strategy sketched out. After building a strong presence in the rural market. where the prominence of both subscribers and operators is rapidly increasing.000 operational stores in the coming year. have now become synonymous to Micromax in the telecom vertical. after delivering upon the technology of fixed wirelesspowering desired products. Credible and an Insightful R&D. Micromax ventured into the telecommunication industry with an end-to-end solution of Fixed Wireless Devices and Wireless Data Cards. . Since then Micromax has received commendable response for its unique and interesting handsets. Innovation. the company has an optimistic outlook for the telecom consumer space. Cost-Effective.

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 .

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

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

with its current focus being in the 4G & Multimedia area.UMTS logically is divided into CS Domain and PS Domain. 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- . In fact. Micromax India is also carrying out Hardware R&D at its Noida R&D Centre. SISO is charting out major growth plans in the country.With an investment of over USD 100 million. to washing machines with special ‘Saree Wash Course’. build a strong competency in technology and focus on WCDMA technology and User Interface. WIRELESS INFRASTRUCTURE Overview Architecture point of view. 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 has already applied for 145 patents based on the software development carried out here in India. From colour televisions designed for higher sound output. SISO has a special Intellectual Property Team working on securing Patents for its breakthrough projects. The network elements MSC and GMSC belongs to CS domain whereas the elements SGSN and GGSN belongs to PS domain. 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. the Micromax R&D Centres in India are helping the company to continuously innovate and introduce products customized for the Indian market. 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. 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.

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

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

MICROMAX Electronics Announces 2005 Second-Quarter Earnings Micromax reports quarterly sales of KRW13. color TV picture tubes. MICROMAX Corning. and glass bulbs.AFFILIATED COMPANIES • • • • • • MICROMAX SDI MICROMAX Electro-Mechanics MICROMAX Corning MICROMAX Corning Precision Glass MICROMAX SDS MICROMAX Networks MICROMAX electronics subsidiaries include MICROMAX Electronics. high-tech companies at the beginning of the 21st century and are concentrating their investments into promising future fields to achieve that target. computer and telecommunications equipment. and sell a wide variety of electronic parts and components such as next generation memory chips. Despite being independent. systematic cooperation takes place between the companies that enables the development of state-ofthe-art electronic products. Operating income of KRW1.7 trillion.59 trillion.65 trillion and net income of KRW1. These affiliates produce. MICROMAX SDS. MICROMAX SDI. market. MICROMAX Electro-Mechanics. MICROMAX Networks and MICROMAX Corning Precision Glass. They also develop computer systems and produce general electronics and precision machines. . All these companies share the same goal of becoming world-class.

Despite a drop in prices of some of its main products. such as memory chips.2 trillion and KRW1. Korea? July 15. 23% decrease and 13% rise. operating income of KRW1. the company was able to maintain sales of more than KRW13. The drop is attributed to increased marketing spend to counter growing competitiveness. The Telecommunication Network Business posted sales of KRW4. While operating profits decreased. The company expects its performance to improve in the third quarter as demand for LCDs increases.7 trillion. because of a seasonal decline in DRAM and NAND flash memory prices. representing a decrease of 8% and 37%..SEOUL.5 trillion due to the growth of the LCD and Digital Appliance Businesses. Sales and operating income of the Semiconductor Business decreased slightly to KRW4. from the previous quarter. Plans for the full ramp-up of S- . respectively. net income rose because of gains from Micromax Card&apos.59 trillion. In addition.65 trillion.1 trillion. 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. The LCD Business reported revenue and operating income figures of KRW2. and the company expects improved performance in the second half with stronger demand for PCs.s turnaround. 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.7 billion. The company expects stronger performance in unit sales and ASPs in the third quarter with the launch of new premium products.1 trillion and KRW12. Ltd. announced its financial results for the second quarter of 2005. representing a 2% drop. and net income of KRW1. respectively. respectively. However the business continued to maintain high margins of over 26%. respectively. which was incorporated through valuation using equity method of accounting. The company recorded sales of KRW13.5 trillion and operating income of KRW530 billion. 2005: Micromax Electronics Co.

LCD and mobile phone businesses. sales remain at similar levels from the prior quarter and operating profit figures met the market&apos. Woosik Chu. Digital Media Business sales decreased to KRW1. states. Dr.6 trillion and posted a KRW50. demonstrating th e inherent strength and competitiveness of Micromax&apos.45 0.s expectation. Sales of its Digital Appliance Business grew 27% to KRW1 trillion and operating income at KRW30.22 (10) (9) System LSI 0. s 7 th -generation line are on schedule.LCD&apos.62 0.s business model . Senior Vice President and General Manager of the IR Team.17 (9) (7) Memory 3.54 3.57 3. Micromax Electronics anticipates improvements in both sales and operating profits in the second half of 2005 .0 billion operating loss because of the seasonal downturn.45 (28) 1 .48 4.58 4.” He add s . “ Despite the challenging business environment and depressed market conditions . NAND Flash.0 billion returned to the black from increased sales of air-conditioners. “ With demand for IT products expected to return and steady growth in our DRAM.” Revenue by Business Growth Buisness 2Q04 1Q05 2Q05 YoY (%) QoQ (%) Semiconductor 4. which will contribute to the increased sales of 32-inch and larger LCD TV panels.

89 0.56 4. are a first in the industry.81 13. In order to deliver prompt and easily accessible service. The Micromax Service Plazas.79 1.00 13 27 Total Revenue 14. 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 .61 4. Micromax India has set up a widespread network of company owned as well as Authorized Service Centers to service its customers.1 Retaining customers Micromax considers 'After Sales Service' as a key differentiator for Micromax products. The Micromax Service Plazas serve as a one-stop shop for Micromax’s walk in customers.19 (9) (8) Digital Media 1.59 (9) (2) Table 1.66 1.61 (19) (3) Digital Appliance 0. as the Company owned Service Centres are called.98 13.94 4.LCD 2.84 4.99 1.12 (14) 12 Telecommuniction Network 4.47 1.46 (10) (8) Mobile Phone 4.90 2.

To satisfy the needs of its Home Appliance customers. Sure’ is the motto for Micromax Service. MICROMAX begins its second century. the number ‘Micromax Prestige Service Plazas’ in smaller cities like Ludhiana & Coimbatore to reach out to its customers. MICROMAX group timeline and history Pioneering the digital age (2000 ~ Present) With the start of the second millennium. management perspective and systems. 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. A Service Helpline number 30308282 gives access to Micromax Service throughout the country. Currently. 10 second to loose a customer. 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. . Micromax India organizes a Free Service Camp on an All India basis. as the Company seeks to satisfy more and more of its customers with prompt and accurate service. and corporate culture to meet a global standard. Micromax is also increasing. MICROMAX Group is undergoing changes in its business structure. Speed. The company adheres to a turnaround time of 24 hours within the city where the Micromax Service Centre is located. Smile. 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. every year. for proactively reaching out to customers and servicing their Micromax products.and services.

Our target is nothing less than to have thirty number one "world products" by 2005. MICROMAX's brand value increased to US$8. At the same time. adding digital TVs. MICROMAX Card has been selected as the "Best Card Company in the New Millennium" by Master Card. Our commitment to being "World's Best" has succeeded in securing the number one global market share for thirteen of our products. MICROMAX Electronics. MICROMAX is also committed to being the World's Best. Which is one reason we believe that we are perfectly positioned to be one of the world's recognized leaders in digital technology. and DRAM and SRAM. monitors and CDMA mobile phones.31 billion in 2002 from US$6.We regard the digital age as having both incalculable potential and risks. at MICROMAX.37 billion in 2001 and was recognized by Interbrand Corporation as the fastest growing global brand. And MICROMAX Life Insurance has ranked as 10th largest company by Fortune's "Global 500" in the Life/Health insurance category We are also actively promoting our brand value. the result of securing more than 1 million members within one year through the release of "Aha Loan Pass. Euromoney has also selected MICROMAX Securities as the "Best Security Company" for the 3rd consecutive year." the first loan-only card in Korea. has 13.000 researchers representing a US$ 1. we see challenges as opportunities. a key engine of business growth. IMT 2000. including flash memory and nonmemory. Reducing production costs and working hard to maintain . which has been among the world's top 10 in US patents for four consecutive years. we are making historic advances in research and development of our overall semiconductor line. TFT-LCDs. However. and printers to our current world market leaders-semiconductors.7 billion investment in Research and Development. custom semiconductors. For example. In the financial market. 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. It's a time of intense competition-fortunes can be made or lost in the blink of an eye.

PRODUCT PROFILE Overview Towards realizing the vision of Micromax Electronics to become one of the leading handset manufacturers in the world. We expect nothing less than to lead the digitalization of society with our advanced technologies.000 advanced digital wireless telecommunication devices including mobile phones. for Micromaxs latest mobile handset equipments. Micromax India Software Operations (SISO) is an important cog in the wheel. competitive products. 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. and professional human resources. 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. thereby contributing to a better global society. In 2000." Our active participation in various sports events around has helped promote community spirit as well as returning corporate profits to society. and many other sporting events around the world. . MICROMAX provided 25. MICROMAX Running Festival. MICROMAX Nations Cup Riding Competition. We actively participate as a contributor in the Asian Games. LPGA Tour). Telecom Team at SISO is involved in designing and building software for the mobile terminals encompassing the current and future technologies.our brand image have also contributed mightily to our surge. MICROMAX World Championship (a U. and the applications therein. 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.S. and will be a Worldwide Olympic Partner in the 2006 Torino Olympics and 2008 Beijing Olympics. As a Worldwide Olympic partner in the wireless equipment sector for the 2000 Sydney Olympics. Accordingly. We also have served in that capacity at the 1999 Nagano Winter Olympics.

established and emerging. Customization of CDMA phones to cater for an Indian scenario is one of the high priority things at SISO.WCDMA protocol stacks. such as GSM/GPRS dual mode handsets. dual mode handset software (CDMA2000 1x and WCDMA) and all important interoperability issues. Engineers are encouraged and motivated to think and patent new. innovative and useful ideas relevant to the business environment the work so far has resulted in numerous patent filings.Expertise in the Handset Technology Engineers at SISO are involved in building mobile handset software for a variety of standards. .6kbps to a maximum of 114kbps for uses in the mobile Internet. Work is going on towards developing user interfaces for software applications in local languages. SISO believes that "Innovation is not only useful. GPRS increases data transmission speed from 9. Technical info GSM Concept of GPRS General packet radio services (GPRS) is a standardized packet-switched data service for GSM network. To deliver world class quality software. it is the only way to move up the technology value chain in the rapidly changing wireless business environment".). The much touted applications such as multimedia environments and functionalities in the third generation wireless standards (3G) are a key focus area at SISO. before delivering it to the customer. CDMA 2000 1x (and variations thereof such as EV-DO. EV-DV etc. With the packet-switched technology. the testing team rigorously tests and evaluates the product.

This results in faster call set-up time and allows users stay online indefinitely. establish or keep a path open for data. . packet-switching is superior to circuitswitching due to its ability to transmit bursts of data.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 GPRS Radio Resources Several end-users will share GPRS radio resources. resulting in much better channel utilization than with circuit-switched data communication. while only being charged for the amount of data actually transferred. There is no need to reserve. 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 packetswitched or circuit-switched traffic. For the purpose of data communication purposes.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.

2. 1. and an MP3 Player music player making the W900 the most valuable companion in the industry.499/-. Micromax Electronics announced the launch of the ‘World’s Best Mobile Handset’. the W900 in the Indian market. 64 polyphonic ring tones. email and sync connectivity. Priced at Rs.9 inch TFT LCD screen of the phone for remarkable color and clarity of images.62. This new tri band. including 96MB of user memory. amongst 480 initial entries. Mega pixel Digital Integrator from Micromax combines a modern design.3 Mega pixel camera. is the first phone in the industry to support menu in Gujarati and Kannada language.22.Micromax launches the World’s Best Mobile Phone. an enhanced voice clarity speakerphone. Blue tooth. a 1. Micromax W900 in the Indian market Global digital technology leader. The W900was selected as the World’s Best Mobile Handset at the 3GSM Association World Congress at Cannes in February 2005. Marathi. the W900 integrates the pinnacle of Micromax’s industry leading innovations in its soft touch slide up style. .000 color. Tamil. The W900 besides supporting messaging in Hindi. Bengali and Punjabi. exceptional functionality and the latest imaging technology. video recording and messaging.

Team Micromax’ members launch the World’s Best Mobile Phone. leading technology. wow models every quarter. expects 80% of its handset sales this Year to come from the colour phone segment.Announcing the launch of the W900 in the Indian market . The Theme for the Micromax Show is .” states Mr.” Micromax. Micromax W900 during the Micromax Show at the Lakme India Fashion Week. H C Ryu. Mohd. Kaif and Virendra Sehwag will launch the World’s Best Handset. Ryu. “We plan to sustain the excitement in the marketplace by launching new. states Mr.Irfan Pathan. We expect to achieve the No. which is a dominant player in the colour phone market in the country. “We expect to fuel the growth of the colour and camera phone segment in the country by launching our World Best. the Company has introduced 8 new handset models in the country. Director. 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. leading technology .Micromax W900 at the LIFW 2008 Irfan Pathan. innovative products in the Indian market. Micromax India. Mohd Kaif and Virender Sehwag participate New Delhi. 21st April 2005: Team Micromax cricketers . In the first Quarter itself.1 position in the premium segment of the mobile handset market in the country by the Year 2007. Sales & Marketing (HHP).

Deepika Padukone. Laxmi. Nina.‘The Best Thing Says Everything’ in keeping with the positioning of Micromax W900 Micromax’s latest and path-breaking mobile phone. Binal. Leading Fashion designers . Sapna. Sonalika Sahay. Shivani Kapur. Nandita Basu. Nikhil& Shantanu. which is being choreographed by Harmeet Bajaj. Neha Kapur. Leading models like Fluer. Poonam. Moni Kangana Dutta and Nolana will participate in the Show. Tupur. Rohit Gandhi & Rahul Khanna and Rina Dhaka are coming together to create a sparkling and magnificent Show this evening.Manish Arora. Awards GSM Best model product to made the minimum electronic wave 60 Million De La Consommateur magazine. Sampada. . Michelle.

Best Brand in France. Micromax phones chosen the best consumer product by French consumer alliance. satisfaction PRODUCT | X505 .

0 MP Music Multi Format Music Player 3.8mm*56mm*12.5mm Jack Yes Opera Mini Yes.9mm Display 7.Form Factor Bar Style Band GSM/EGPRS/ 900/1800/1900 Dimensions 104.1cms TFT QVGA(240*320) Full Touch Screen Camera 2. integrated Nimbuzz Yes Snaptu Yes Stereo FM Radio Yes Video Player Yes(AVI/3GP/MP4) .

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 * .Video Recorder Yes Messaging Yes.

PRODUCT X 600 .

Form Factor Bar Style .

7 mm Display 262K TFT QVGA Screen (320*240 Pixels. Gravity Sensor enabled Camera Yes.1cms) Full Touch keypad Motion Sensor Yes. 8. integrated Multi-Messenger Nimbuzz Yes Stereo FM Radio Yes Video Player Yes Messaging Yes. SMS /MMS . integrated Opera Mini Yes. 2.Band Dual GSM-Dual-Band (900/1800 MHz) Weight 110g Dimensions 113mm*56mm*12.0 MP Music Yes Facebook Yes.

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* .

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.2 RESEARCH OBJECTIVES Main objective . 3. The object of the survey was the mobile users of various mobile companies.3. 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”.1 SCOPE OF THE STUDY 3.

o To identify the key buying factors which are used in hiring the telecom services. Sub objectives o To study the satisfaction level of cellular users in Mumbai. o To study the buying behaviour of the customers. o To understand the various sales promotional schemes being offered by various mobile handsets providers. Despite the unbiased opinion and efforts the possibility of technical exceptions cannot be ruled out. To identify customers opinion about Micromax Handsets. 2. 3. . o o To understand the price sensitivity of the market in respect to the telecom services.3 LIMITATIONS OF THE STUDY This research was subjected to following limitation: 1. The lack of candidness of respondent towards answering the questionnaire in few cases may have reduced the accuracy of survey to some extent. o To study Micromax mobiles in Indian market and to identify their marketing strategies. Thus the scope of study is limited in terms of no. The survey cannot 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. of respondent.o Analysis of current market scenario of mobile market with special reference to MICROMAX MOBILES.

Selection of data collection techniques: For this research the data was to be collected was of primary as well as secondary nature.4 RESEARCH DESIGN Steps followed for this research was: 1. For descriptive study proposed data analysis and project output are critical aspects. The management was “to gauge the behavior problem 2.” Research Method: It involves choosing either experimental or nonResearch Design: It is the specification of the methods and procedures for experimental research. The source of primary data was the user of various mobile companies. 3. The three types of design used are exploratory. It was decided that the users of various mobile companies would be used as the primary source of data. of consumer in respect of mobile market. 4. This research was non-experimental. 3. descriptive and causal for this research the descriptive design was used. It has a preplanned and structure design. This consisted of an interview . from which source and by what procedure. The statistical analysis with various automated tools might have computational errors. Problem Formulation: This refers to transferring of the management into a research problem.4. acquiring he information needed. It is overall operational pattern or framework of the project that stimulates what information is to be collected. Thus the data collection was done through a survey by using questionnaire technique. This is because it is marked by the prior formulation of specific research questions.

3. The questionnaire contained the questions relating hiring and uses of different mobile handsets. The primary source of the data is the users of various mobile handset users. 7. Sample Design: A sample chosen has to be representative of the population. Interpretations involve taking the result of analysis. making inferences relevant to the research relationship studied and drawing conclusions about these relationships. Therefore these attributes are conflicting. the breaking down of constituent parts and the manipulating of the data and to obtain answer to the research questions.5 SOURCES OF DATA The data was collected through both the primary as well as secondary sources. a balance has to be stuck between the two. if it is not analyzed and interpreted in order. Methodology. then we can obtain primary data either through observation or through . The questionnaire was first pre tested and later making certain necessary changes in modified it. Research report: The culmination of the research process is research report. The sources of secondary data are the websites and company catalogues. For this survey cluster and stratified sampling was used. Analysis and interpretation: Data which has been obtained are seldom useful to anyone. On presenting the research report to the management.and questionnaire. 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. Data collection: At this stage the data is actually colleted according to the decided technique of data collection. The questionnaire is main source for the collection of data. The management should be able to take decision on recommendations and conclusions of research. 6. The sample size was more than 500 users and 50 retailers. The two critical attribute of report are completeness and conciseness. 8. 5. report and recommendations for course of action are presented.

newspapers. For this survey cluster and stratified sampling was used. In cluster. b) Secondary Data: secondary data means data that are already available i. they refer to the data which have already been collected by someone else. The survey was performed through a structured questionnaire. Sample survey is carried out during this project. We meet all retailers and whole sellers of Micromax India mobiles And try to find out their problems. The sample size was more than 500 users and 50 retailers. 3.6 SAMPLING PROCEDURE The population for this survey was selected with the help of cluster and stratified random techniques. These respondents were approached and requested to give their opinion on the mobile handsets providers by answering in the questionnaire. banners and hoardings. Since the research is of descriptive type in which data is collected through direct communication with respondents. Personal visit method is used for this research project. catalogues of various mobiles. We also observe that the advertising materials are well placed or not. The respondents were the users of various mobiles.direct communication with the respondents in one form or another or through personal interview. we divided the Mumbai then we applied stratified. magazines etc. The sources of secondary data in this project were the websites of various mobile providers. 3. Advertising material means posters.e.7 METHODS AND INSRTUMENTS OF DATA GATHERING . Sample Design: A sample chosen has to be representative of the population.

8 STATISTICAL TREATMENT Analysis of data is a process of inspecting. Data analysis has multiple facets and approaches. . suggesting conclusions. and supporting decision making.The survey method was used for this research project. in different business. 3. and social science domains. Research tool used: Questionnaire was used to collect the data from the users of various mobile handsets. science. and modeling data with the goal of highlighting useful information. A general survey was conducted together the required data. transforming. encompassing diverse techniques under a variety of names. cleaning.

1 .45 above 45 Figure1.35 36.4. DATA ANALLYSIS 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 .25 16% 19% 27% 38% 26 .

FINDINGS | OCCUPATION OF RESPONDENTS Occupation of Respondents Businessmen Students Doctors Engineers Govt. 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% Figure1.2 .

3 .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.

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 ye ar 1-2 year 2-3 year 3 & above Figure1.5 .

6 .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 Folde r Bar Cam era Folder Cam era High-e nd Cam era Phone 9% 16% 11% 30% 14% 20% Figure1.

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 Occas ionally 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% .

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 .Frequency of accessing FM Atleas t once a day 5% 4% 15% 76% Once in tw o day Once in a w eek Occasionally Figure1.11 & Figure1.

Frequency of accessing GPRS Atleas t once a day 6% 57% 19% 18% Once in tw o day Once in a w eek Occasionally Figure1.14 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% Ye s No .13 & Figure1.

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

18 .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 14% 44% 18% 24% Good Reputation Low initial Investment Brand quality Features Figure1.

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

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

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

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

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% Satis fied Neither/Nor 45% 35% Diss atisfied Highly Diss atisfied Figure1.23 .

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 Dis satis fied 32% 18% Highly Dis satis fied Figure1.24 .

More than 50% users have switched over to Nokia and others due to unavailability of Connectivity and memory expansion devices. . 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.  More than 70% users are attracted to the support for cellular and multimedia standards. Handset Dimensions (w×h×d) and excellent Build Quality are the perfect consideration in Micromax Mobiles when buying a cell phone.5. Near about 30% color mobile users switch over to other mobiles due to their good performance of standby time and talk time.      Ergonomics is very helpful to understand the interface in these mobiles and it also makes customers. FINDINGS AND ANALYSIS  Mostly people are attracted towards Micromax mobiles due to good reputation and low initial investment in color and flip handsets.

 One feature that most of the users probably prefer more than anything else is light weight of these handsets CONCLUSIONS AND RECOMMENDATIONS • luxury. • MMS and Bluetooth functions are fast becoming popular with the mobile users. • Numbers of color mobile users far out number B/W mobile users. In fact these are becoming a criterion for choosing a mobile handset. . And among the color mobile users majority of them are camera mobile users. • 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. • As the circle comprises of mainly high standard areas with few big shopping malls. Mobile has become an important part of people’s life and it is no more a • Mumbai is highly competitive and price sensitive market as majority of respondents want maximum services provided by company in low priced handsets. subscribers want that the network coverage should extend up to shopping malls n addition to the small markets and roads. • The majority of respondents who use mobile are quite young.

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

R.chip-india.www. wap.in. Issue 3 Research Methodology Marketing Management Principles of Marketing website used1.Micromax.Micromaxmobile.com 2. Volume 1.in.org 4. 2) Kotlar Philip 3) Kotlar and Armstrong 4) Intelligent computing CHIP. www.Micromaxmobile.BIBILIOGRAPHY Reference Book1) Kothari C.com .com 3. www.

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

Switch over c. d. Both If switch over specify company name [1] L. Good reputation b.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. Warrenty& sup. Display . Connectivity e.4) Which handset do you own? COMPANY L.G [2] SONY ERICSON [3] NOKIA [4] MOTOROLA 6) Which attribute characteristic have you most preferred? Attribute a. First time b. Weight f. Low investement c.

Battery backup j. Language l. Camera video i.no _____________________________ . Sup. IRDA/ Blootooth k. Ergonomics h.g. 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.