50276909 micromax mobiles

8/4/2019 50276909 Micromax Mobiles

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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


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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 aswell 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.


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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.


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TABLE OF CONTENTS

1. Preface

2. Introduction

2.1. Industry Profile

2.2. Company Profile

2.3. Product Profile

3. Research Methodology

3.1. Research Objectives

3.2. Research Design

3.3. Sample Design

3.4. Methods of Data Collection

3.5. Data Analysis

4. Analysis and Finding

5. Limitations

6. Conclusions and Recommendations

Appendices

Bibliography


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LIST OF TABLES


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LIST OF FIGURES


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ABBREVIATIONS


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GLOSSARY


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EXECUTIVE SUMMARY


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Chapter 1. Situational Analysis & Problem Definition


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CHAPTER NO. 2

LITERATURE REVIEW

INDUSTRY PROFILE:

The growth has more or less flat [owing to low sales figure in Q1] in

total, 101.54 million units of sales were registered.

Local manufacturers have grabbed 18.1% market share [from 0.9% in

2008].

Only 5 local manufacturers in 2008 and the number stands at 28 now.

Nokia market share in Indiafell from 56.2% share in 2008 to 54.1%

in 2009.

Samsung Electronics Co. Ltds share rose marginally to 9.7% from

9.5%.

LGs share dropped from 7.2% to 6.4%.

Courtesy: IDC report on growth of mobile sales in India, 2009


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Of the local manufacturers, Micromax leads the race and holds a

market share stands of 4.8%.

COMPANY PROFILE:

Micromax Informatics Ltd is a New Delhi, India based Telecom

manufacturer and distribution partner to Nokia, Samsung, LG etc for their IT

/ Telecom products in India. With an annual turnover of INR 5000 million,

Micromax has offices in all major India cities and global offices in Dubai

and USA.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's products comes with a qualty seal

meaning product satisfaction, high relieability resulting in repeated business.

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.


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MARKETING METHADOLOGY:

Micromax, started operations in 1991 as an embedded software design firm,

but was incorporated as a company in 1998, when it branched out as a

distributor of computer peripherals such as printers, monitors, scanners from

manufacturers such as LG, Sony Inc., Dell Corp.We hope to be present in

at least one country each in Latin America, Middle East and Africa before

the end of the financial year, Jain said.

Geographical Segmentation: The firm has identified Brazil, Nigeria and

Dubai as target markets. Micromax specialized in entry-level and mid-

segment handsets priced between Rs1,800 and Rs2,400 when it started

selling the devices in 2008, confining itself to small towns and rural areas in


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the first 12-18 months. One of the major aspects that contribute towards the

substantial monthly growth ofMicromax is its 80% sales in the rural areas.

Micromax is planning to expand its range in keeping with new market

demands. It is readying several high-end handsets, including phones that will

run on Googles Android and Microsofts Windows Mobile operating

systems (market stretch). The handsets are expected to be available in April

or May, Jain said Having gained traction, Micromax is also working on a

strategy to create awareness in the metros, which includes tying up with

MTV for co-branded phones.

Distribution channels: Once you have established a good distributor

network and sales are robust, the next logical step is branding exercises to

ensure consistent brand re-call among your target consumer base, said

Romal Shetty, executive director and head telecom practice at audit and

consulting firm KPMG India. Encouraged by its success, the firm expanded

to larger cities and now has a distribution network of 55,000 retailers,

which it plans to scale up to 70,000 by the end of March as part of its

strategy to raise sales to 1.5 million handsets a month.

Branding:Micromax has also tied up with a Bollywood celebrity who will

be announced shortly as brand ambassador, Jain said. Bollywood star

Aamir Khan endorses Samsung phones.

The Micromax phones are designed by the in-house research and

development team, as is the embedded software. The on-board chips come

from MediaTek Inc., Qualcomm Inc. and Infineon Technologies AGthe


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last two also count Nokia as a client. Manufacturing is outsourced to about

11 factories in Taiwan, South Korea and China.

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. Production will be scaled up from an

initial 50,000 per month.

Micromax is one of the leading Indian Telecom Companies with 23

domestic offices across the country and international offices in Hong Kong,

USA, Dubai and now in Nepal. With a futuristic vision and an exhaustive

R&D at its helm, 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 companys vision is to develop path-breaking technologies and efficient

processes that incubate newer markets, enliven customer aspirations andcontinue to make Micromax a trusted market leader amongst people. The

Micromax ideology stems from its rooted belief in Innovation and

delivering nothing short of the best.

Product line: Micromax has a lot of firsts to its credit on their versatile

product portfolio. It was the first to introduce:Handsets with 30 days battery

backup, Handsets with Dual SIM / Dual Standby, Handsets Switching

Networks (GSM - CDMA) using gravity sensors, Aspirational Qwerty

Keypad Handsets, Operator Branded 3G Handsets, OMH CDMA Handsets,

etc


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Promotion: With a 360 degree advertising (media, internet, TV and print

media) and marketing strategy sketched out, the company has an optimistic

outlook for the telecom consumer space. Currently present in more than

40,000 stores across the country, the company plans to have an aggressive

market incursion to reach out to its customers through 70,000 operational

stores in the coming year.

After building a strong presence in the rural market, where the prominence

of both subscribers and operators is rapidly increasing, Micromax is now

progressively moving towards establishing its foothold in the competitive

urban towns as well.

With young enthusiasts as its anchor, Micromax Informatics Limited has

created a niche for itself in the telecommunication industry. Micromax

ventured into the telecommunication industry with an end-to-end solution of

Fixed Wireless Devices and Wireless Data Cards.

In the year 2008, after delivering upon the technology of fixed wireless-

powering desired products, the company forayed into one of the most

predominant genres of telecommunication Mobile handsets. Since then

Micromax has received commendable response for its unique and

interesting handsets.

Innovation, Cost-Effective, Credible and an Insightful R&D, have now

become synonymous to Micromax in the telecom vertical. 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.


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Vision

Micromax India's Vision entails helping people improve the

quality of their lives by providing them with superior quality,

state-of-the-art technology products at the right time and the right

price. But beyond its role as a purveyor of quality products in

India, 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.

At Micromax, we strive to contribute to the development of the electronics and

components industry in India by enhancing the knowledge levels of our workforcethrough 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


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service for our products, quality systems and management techniques at our facilities or

our products themselves.

At Micromax, we believe in returning to the community some of the profits we earn from

it, through the social causes we espouse. We view ourselves not as an MNC operating in

India, but as an 'Indian Company' operating here, conforming to the laws of the country

and committed to working for the Indian community.

We want and to be seen as the 'Most Respected' Indian Company.

Value & Philosophy

What makes MICROMAX one of the world's leading companies?

How we got here?

Ever since it was founded in 1938, MICROMAX has continually refined its mission

statement to respond both to change in itself and in the world: "Economic contribution to

the nation," "Priority to human resources," "Pursuit of rationalism." Each slogan

represents significant moments in MICROMAX's history, reflecting different stages of

the company's growth from a domestic industrial leader into a global consumer

electronics powerhouse.

In the 1990's, we once again acknowledged the need to transform our mission statement

to keep pace with our growing global operations, rapid changes in the world economy,

and escalating competition from well-established rivals.


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Our Management Philosophy

"We will devote our human resources and technology to create superior products and

services, thereby contributing to a better global society."

Our management philosophy represents our strong determination to contribute directly to

the prosperity of people all over the world - a single human society. Key to our efforts is

our own people, whose talent and creativity are dedicated to doing their best at all times.

Technology also plays an important role in making it possible to achieve higher standards

of living. And superior products and services are what we are all about.

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. Thus,

we challenge the world to create the future with our customers. Our determination is

growth - a perpetual challenge - but always working within the context of cooperation

and inclusion of our customers.

Research & Development

The companys thrust on Product Innovation and R&D have given the company a

competitive edge in the marketplace. Micromax has set up Micromax India Software

Centre (SISC) and Micromax India Software operations unit (SISO) for software

development at Noida and Bangalore respectively. While the Micromax India Software

Centre in developing software solutions in Micromaxs global software requirements for

hi-end television like Plasma and LCD TVs, SISO is working on major projects for

Micromax Electronics in the area of telecom: wireless terminals and infrastructure,

Networking, SoC (System on Chip) Digital Printing and other multimedia/digital media

as well as application software. In addition to working on global R&D projects, SISO is

also helping Micromax Indias CDMA business by focusing on product customization for

the Indian market. While the Micromax India R&D Centre has around 300 employees,

SISO currently employs over 800 highly skilled professionals.


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With an investment of over USD 100 million, SISO is charting out major growth plans in

the country, with its current focus being in the 4G & Multimedia area. SISO has already

applied for 145 patents based on the software development carried out here in India. In

fact, SISO has a special Intellectual Property Team working on securing Patents for its

breakthrough projects. SISO plans to continue its focus on Multimedia & Protocol

development; build a strong competency in technology and focus on WCDMA

technology and User Interface.

Micromax India is also carrying out Hardware R&D at its Noida R&D Centre. 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. From colour televisions designed

for higher sound output, to washing machines with special Saree Wash Course, DNIevision series of Flat CTVs especially designed for the Indian market to Micromax

mobiles with regional language menus, the Micromax R&D Centres in India are helping

the company to continuously innovate and introduce products customized for the Indian

market.

WIRELESS INFRASTRUCTURE

Overview

Architecture point of view,UMTS logically is divided into CS Domain and PS Domain.

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. 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 network elements MSC and GMSC belongs to CS

domain whereas the elements SGSN and GGSN belongs to 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-


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2000. 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. 3G core network system enables users to transmit voice, data, and

even moving images. In order to realize these services, 3G improves the data mission

speed up to 144Kbps in a high-speed moving environment, 384Kbps in a low-speed

moving environment, and 2Mbps in a stationary environment. 3G provides services like

Internet connection, transmission of large-scale data and moving contents photographed

by digital cameras and videos, and software downloading.

Architecture point of view, logically is divided into CS Domain and PS Domain. 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. 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 network elements MSC and GMSC belongs to CS

domain whereas the elements SGSN and GGSN belongs to PS domain.

The concept of 3G wireless technology represents a shift from voice-centric services to

multimedia-oriented (voice, data, video, fax) services. Heavy demand for remote access

to personalized data is fueling development of applications, such as the Wireless

Application Protocol (WAP) and multimedia management, to complement the 3G

protocols.

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. Since its inception SISO has grown to over 500 Software

Engineers working on R & D projects in the latest technology areas.


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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 is

part of the Micromax Electronics R & D organization.

As a CMM Level 5 Assessed and an ISO 9001 Certified company, quality underlines

every aspect of our organization. This commitment to quality combined with innovative

technology designed for Indian conditions and an infrastructure second to none, has

contributed to Micromax's success in the global market since 1996.

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. Cutting edge

technologies like 3G Wireless, Broadband, Intelligent Appliances for Home Networking,

Multimedia, Networking etc... have been some of the focus areas for the company.

During this period of about 7 years, 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. Today, SISO's engineers are involved in many of Micromax's highly strategic

and important projects. The company boasts of a highly talented and motivated work

force who have been constantly enriching their knowledge and skills.

SISO's well defined goal of 'Being a partner today and a Leader tomorrow' is being

aggressively pursued by the management. Therefore, in certain areas like 3G Wireless,

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 - like 'Home Networking/Intelligent Appliances', 'Networking' and

'Embedded Software'.

Electronics industry


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AFFILIATED COMPANIES

MICROMAX SDI

MICROMAX Electro-Mechanics

MICROMAX Corning

MICROMAX Corning Precision Glass

MICROMAX SDS

MICROMAX Networks

MICROMAX electronics subsidiaries include MICROMAX Electronics, MICROMAX

Electro-Mechanics, MICROMAX SDI, MICROMAX Corning, MICROMAX SDS,

MICROMAX Networks and MICROMAX Corning Precision Glass. These affiliates

produce, market, and sell a wide variety of electronic parts and components such as next

generation memory chips, computer and telecommunications equipment, color TV

picture tubes, and glass bulbs. They also develop computer systems and produce general

electronics and precision machines.

All these companies share the same goal of becoming world-class, high-tech companies

at the beginning of the 21st century and are concentrating their investments into

promising future fields to achieve that target. Despite being independent, systematic

cooperation takes place between the companies that enables the development of state-of-

the-art electronic products.

MICROMAX Electronics Announces 2005 Second-Quarter Earnings

Micromax reports quarterly sales of KRW13.59 trillion,

Operating income of KRW1.65 trillion and net income of KRW1.7 trillion .


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SEOUL, Korea? July 15, 2005: Micromax Electronics Co., Ltd. announced its financial

results for the second quarter of 2005. The company recorded sales of KRW13.59 trillion,

operating income of KRW1.65 trillion, and net income of KRW1.7 trillion, representing a

2% drop, 23% decrease and 13% rise, respectively, from the previous quarter.

Despite a drop in prices of some of its main products, such as memory chips, the

company was able to maintain sales of more than KRW13.5 trillion due to the growth of

the LCD and Digital Appliance Businesses. While operating profits decreased, net

income rose because of gains from Micromax Card's turnaround, which was

incorporated through valuation using equity method of accounting.

Sales and operating income of the Semiconductor Business decreased slightly to KRW4.2

trillion and KRW1.1 trillion, respectively, because of a seasonal decline in DRAM and

NAND flash memory prices. However the business continued to maintain high margins

of over 26%, and the company expects improved performance in the second half with

stronger demand for PCs. In addition, 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 Telecommunication Network Business posted sales of KRW4.5 trillion and

operating income of KRW530 billion, representing a decrease of 8% and 37%,

respectively. The drop is attributed to increased marketing spend to counter growing

competitiveness. 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. The

company expects stronger performance in unit sales and ASPs in the third quarter with

the launch of new premium products.

The LCD Business reported revenue and operating income figures of KRW2.1 trillion

and KRW12.7 billion, respectively. The company expects its performance to improve in

the third quarter as demand for LCDs increases. Plans for the full ramp-up of S-


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LCD' s 7 th -generation line are on schedule, which will contribute to the increased

sales of 32-inch and larger LCD TV panels.

Digital Media Business sales decreased to KRW1.6 trillion and posted a KRW50.0

billion operating loss because of the seasonal downturn. Sales of its Digital Appliance

Business grew 27% to KRW1 trillion and operating income at KRW30.0 billion returned

to the black from increased sales of air-conditioners.

Dr. Woosik Chu, Senior Vice President and General Manager of the IR Team, states,

Despite the challenging business environment and depressed market conditions , sales

remain at similar levels from the prior quarter and operating profit figures met the

market's expectation, demonstrating th e inherent strength and competitiveness of

Micromax's business model . He add s , With demand for IT products expected

to return and steady growth in our DRAM, NAND Flash, LCD and mobile phone

businesses, Micromax Electronics anticipates improvements in both sales and operating

profits in the second half of 2005 .

Revenue by Business

Buisness 2Q04 1Q05 2Q05

Growth

YoY (%) QoQ (%)

Semiconductor 4.58 4.48 4.17 (9) (7)

Memory 3.57 3.54 3.22 (10) (9)

System LSI 0.62 0.45 0.45 (28) 1


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LCD 2.47 1.90 2.12 (14) 12

Telecommuniction Network 4.94 4.84 4.46 (10) (8)

Mobile Phone 4.61 4.56 4.19 (9) (8)

Digital Media 1.99 1.66 1.61 (19) (3)

Digital Appliance 0.89 0.79 1.00 13 27

Total Revenue 14.98 13.81 13.59 (9) (2)

Table 1.1

Retaining customers

Micromax considers 'After Sales Service' as a key differentiator for Micromax products.

In order to deliver prompt and easily accessible service, Micromax India has set up a

widespread network of company owned as well as Authorized Service Centers to service

its customers. The Micromax Service Plazas, as the Company owned Service Centres are

called, are a first in the industry.

The Micromax Service Plazas serve as a one-stop shop for Micromaxs walk in

customers. Customers also get a chance to see the Micromax range of products and

interact with Micromax product specialists to know more about the companys products


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and services. Micromax is also increasing, the number Micromax Prestige Service

Plazas in smaller cities like Ludhiana & Coimbatore to reach out to its customers.

To satisfy the needs of its Home Appliance customers, Micromax has set up state-of-the-

art Home Appliance Service Centres in 19 cities that are equipped with latest testing and

measuring equipments for servicing only Home Appliance products.

Speed, Smile, Sure is the motto for Micromax Service, as the Company seeks to satisfy

more and more of its customers with prompt and accurate service. The company adheres

to a turnaround time of 24 hours within the city where the Micromax Service Centre is

located. A Service Helpline number 30308282 gives access to Micromax Service

throughout the country. Micromax India organizes a Free Service Camp on an All India

basis, every year, for proactively reaching out to customers and servicing their Micromax

products.

10 second to loose a customer, 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.

MICROMAX group timeline and history

Pioneering the digital age (2000 ~ Present)

With the start of the second millennium, MICROMAX begins its second century.

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. Currently, MICROMAX Group is undergoing changes in its

business structure, management perspective and systems, and corporate culture to meet a

global standard.


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We regard the digital age as having both incalculable potential and risks. It's a time of

intense competition-fortunes can be made or lost in the blink of an eye. However, at

MICROMAX, we see challenges as opportunities. Which is one reason we believe that

we are perfectly positioned to be one of the world's recognized leaders in digital

technology.

Our commitment to being "World's Best" has succeeded in securing the number one

global market share for thirteen of our products. Our target is nothing less than to have

thirty number one "world products" by 2005, adding digital TVs, IMT 2000, and printers

to our current world market leaders-semiconductors, TFT-LCDs, monitors and CDMA

mobile phones. At the same time, we are making historic advances in research and

development of our overall semiconductor line, including flash memory and non-

memory, custom semiconductors, and DRAM and SRAM. For example, MICROMAX

Electronics, which has been among the world's top 10 in US patents for four consecutive

years, has 13,000 researchers representing a US$ 1.7 billion investment in Research and

Development.

In the financial market, MICROMAX is also committed to being the World's Best.

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

one year through the release of "Aha Loan Pass," the first loan-only card in Korea.

Euromoney has also selected MICROMAX Securities as the "Best Security Company"

for the 3rd consecutive year. 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, a key engine of business growth.

MICROMAX's brand value increased to US$8.31 billion in 2002 from US$6.37 billion in

2001 and was recognized by Interbrand Corporation as the fastest growing global brand.

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. Reducing production costs and working hard to maintain


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our brand image have also contributed mightily to our surge. Accordingly, 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.

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." Our active

participation in various sports events around has helped promote community spirit as well

as returning corporate profits to society. As a Worldwide Olympic partner in the wireless

equipment sector for the 2000 Sydney Olympics, MICROMAX provided 25,000

advanced digital wireless telecommunication devices including mobile phones. We also

have served in that capacity at the 1999 Nagano Winter Olympics, and will be a

Worldwide Olympic Partner in the 2006 Torino Olympics and 2008 Beijing Olympics.

We actively participate as a contributor in the Asian Games, MICROMAX Nations Cup

Riding Competition, MICROMAX Running Festival, MICROMAX World

Championship (a U.S. LPGA Tour), and many other sporting events around the world.

In 2000, 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. We expect

nothing less than to lead the digitalization of society with our advanced technologies,

competitive products, and professional human resources.

PRODUCT 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, and the applications therein,

for Micromaxs latest mobile handset equipments.


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Expertise in the Handset Technology

Engineers at SISO are involved in building mobile handset software for a variety of

standards, established and emerging, such as GSM/GPRS dual mode handsets, CDMA

2000 1x (and variations thereof such as EV-DO, EV-DV etc.),WCDMA protocol stacks,

dual mode handset software (CDMA2000 1x and WCDMA) and all important

interoperability issues.

The much touted applications such as multimedia environments and functionalities in the

third generation wireless standards (3G) are a key focus area at SISO. Customization of

CDMA phones to cater for an Indian scenario is one of the high priority things at SISO.

Work is going on towards developing user interfaces for software applications in local

languages. To deliver world class quality software, the testing team rigorously tests and

evaluates the product, before delivering it to the customer.

SISO believes that "Innovation is not only useful, it is the only way to move up the

technology value chain in the rapidly changing wireless business environment".

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.

Technical info GSM

Concept of GPRS

General packet radio services (GPRS) is a standardized

packet-switched data service for GSM network.

With the packet-switched technology, GPRS increases

data transmission speed from 9.6kbps to a maximum of

114kbps for uses in the mobile Internet.


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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.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. 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.

For the purpose of data communication purposes, packet-switching is superior to circuit-

switching due to its ability to transmit bursts of data. There is no need to reserve,

establish or keep a path open for data.

This results in faster call set-up time and allows users stay online indefinitely, while only

being charged for the amount of data actually transferred.


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Micromax launches the Worlds Best Mobile Phone, Micromax

W900 in the Indian market

Global digital technology leader, Micromax Electronics announced the launch of the

Worlds Best Mobile Handset, the W900 in the Indian market. The W900was selected

as the Worlds Best Mobile Handset at the 3GSM Association World Congress at Cannes

in February 2005, amongst 480 initial entries. This new tri band, Mega pixel Digital

Integrator from Micromax combines a modern design, exceptional functionality and the

latest imaging technology.

Priced at Rs.22,499/-, the W900 integrates the pinnacle of Micromaxs industry leading

innovations in its soft touch slide up style, including 96MB of user memory; a 1.3 Mega

pixel camera; 2,62,000 color, 1.9 inch TFT LCD screen of the phone for remarkable color

and clarity of images; video recording and messaging; Blue tooth, email and sync

connectivity; 64 polyphonic ring tones; an enhanced voice clarity speakerphone; and an

MP3 Player music player making the W900 the most valuable companion in the industry.The W900 besides supporting messaging in Hindi, Marathi, Tamil, Bengali and Punjabi,

is the first phone in the industry to support menu in Gujarati and Kannada language.


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Announcing the launch of the W900 in the Indian market , states Mr. H C Ryu, Director,

Sales & Marketing (HHP), Micromax India, We expect to fuel the growth of the colour

and camera phone segment in the country by launching our World Best, leading

technology, innovative products in the Indian market. We expect to achieve the No.1

position in the premium segment of the mobile handset market in the country by the Year

2007. Micromax, which is a dominant player in the colour phone market in the country,

expects 80% of its handset sales this Year to come from the colour phone segment. We

plan to sustain the excitement in the marketplace by launching new, leading technology ,

wow models every quarter. states Mr. Ryu. In the first Quarter itself, the Company has

introduced 8 new handset models in the country.

Team Micromax members launch the Worlds Best Mobile Phone- Micromax

W900 at the LIFW 2008

Irfan Pathan, Mohd Kaif and Virender Sehwag participate

New Delhi, 21st April 2005: Team Micromax cricketers - Irfan Pathan, Mohd. Kaif and

Virendra Sehwag will launch the Worlds Best Handset, Micromax W900 during the

Micromax Show at the Lakme India Fashion Week. The Micromax W900 Mobile

Handset has been rated as the Worlds Best Mobile phone by the 3GSM Association

World Congress held at Cannes in February 2005. The Theme for the Micromax Show is


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The Best Thing Says Everything in keeping with the positioning of Micromax W900 -

Micromaxs latest and path-breaking mobile phone.

Leading Fashion designers - Manish Arora, Nandita Basu, Nikhil& Shantanu, Rohit

Gandhi & Rahul Khanna and Rina Dhaka are coming together to create a sparkling and

magnificent Show this evening. Leading models like Fluer, Nina, Sapna, Sampada, Binal,

Sonalika Sahay, Neha Kapur, Tupur, Michelle, Poonam, Laxmi, Shivani Kapur, Deepika

Padukone, Moni Kangana Dutta and Nolana will participate in the Show, which is being

choreographed by Harmeet Bajaj.

Awards GSM

Best model product to made the minimum electronic wave

60 Million De La Consommateur magazine.


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Best Brand in France.

Micromax phones chosen the best consumer satisfaction

product by French consumer alliance.

PRODUCT | X505


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Form Factor Bar Style

Band GSM/EGPRS/ 900/1800/1900

Dimensions 104.8mm*56mm*12.9mm

Display 7.1cms TFT QVGA(240*320)

Full Touch Screen

Camera 2.0 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)


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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 *


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PRODUCT X 600


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Form Factor Bar Style


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

Weight 110g

Dimensions 113mm*56mm*12.7 mm

Display 262K TFT QVGA Screen (320*240 Pixels, 8.1cms)

Full Touch keypad

Motion Sensor Yes, Gravity Sensor enabled

Camera Yes, 2.0 MP

Music Yes

Facebook Yes, integrated

Opera Mini Yes, integrated

Multi-Messenger Nimbuzz Yes

Stereo FM Radio Yes

Video Player Yes

Messaging Yes, SMS /MMS


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Email Yes

Bluetooth(A2DP) Yes

EDGE/GPRS/WAP/MMS Yes


SMS Memory 1000

Expandable Memory MicroSD (upto 4GB)

Battery Type Li-ion (1000mAh)


Standby Time Up to 8 days*


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PRODUCT Q3

Factor Bar Style


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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


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Speed Dial Yes

STK Yes

GPRS/WAP/MMS Yes


SMS Memory 1000

Internal Memory 10MB

Expandable Memory MicroSD (upto 2GB)

Battery Type Li-ion 1000mAh


Standby Time Up to 160 hours*


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3. RESEARCH METHODOLOGY

Research is the systematic and objective search for the analysis of the informationrelevant to the identification and solution of any problem in the field of channel

development. 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 object

of the survey was the mobile users of various mobile companies.

3.1 SCOPE OF THE STUDY

3.2 RESEARCH OBJECTIVES

Main objective


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o Analysis of current market scenario of mobile market with special reference to

MICROMAX MOBILES.

o To study Micromax mobiles in Indian market and to identify their

marketing strategies.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 price sensitivity of the market in respect to the telecom

services.

o To identify customers opinion about Micromax Handsets.

o To identify the key buying factors which are used in hiring the telecom

services.

o To understand the various sales promotional schemes being offered by various

mobile handsets providers.

3.3 LIMITATIONS OF THE STUDY

This research was subjected to following limitation:

1. 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. Thus the scope

of study is limited in terms of no. of respondent.

2. The lack of candidness of respondent towards answering the questionnaire in few

cases may have reduced the accuracy of survey to some extent.

3. Despite the unbiased opinion and efforts the possibility of technical exceptions

cannot be ruled out.


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4. The statistical analysis with various automated tools might have computational

errors.

3.4 RESEARCH DESIGN

Steps followed for this research was:

1. Problem Formulation: This refers to transferring of the management

problem into a research problem. The management was to gauge the behavior

of consumer in respect of mobile market.

2. Research Method: It involves choosing either experimental or non-

experimental research. This research was non-experimental.

3. Research Design: It is the specification of the methods and procedures for

acquiring he information needed. It is overall operational pattern or framework of

the project that stimulates what information is to be collected, from which source

and by what procedure. The three types of design used are exploratory,

descriptive and causal for this research the descriptive design was used. This is

because it is marked by the prior formulation of specific research questions. It has

a preplanned and structure design. For descriptive study proposed data analysis

and project output are critical aspects. It was decided that the users of various

mobile companies would be used as the primary source of data.

4. Selection of data collection techniques: For this research the data was to

be collected was of primary as well as secondary nature. The source of primary

data was the user of various mobile companies. Thus the data collection was done

through a survey by using questionnaire technique. This consisted of an interview


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and questionnaire. 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.

5. Sample Design: A sample chosen has to be representative of the

population. For this survey cluster and stratified sampling was used. The sample

size was more than 500 users and 50 retailers.

6. 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.

7. Analysis and interpretation: Data which has been obtained are seldom

useful to anyone, if it is not analyzed and interpreted in order, the breaking down

of constituent parts and the manipulating of the data and to obtain answer to the

research questions. Interpretations involve taking the result of analysis, making

inferences relevant to the research relationship studied and drawing conclusions

about these relationships.

8. Research report: The culmination of the research process is research report.

Methodology, report and recommendations for course of action are presented.

The two critical attribute of report are completeness and conciseness. Therefore

these attributes are conflicting; a balance has to be stuck between the two. On

presenting the research report to the management. The management should be

able to take decision on recommendations and conclusions of research.

3.5 SOURCES OF DATA

The data was collected through both the primary as well as secondary sources. The

primary source of the data is the users of various mobile handset users. The sources of

secondary data are the websites and company catalogues.

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, then we can obtain primary data either through observation or through


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direct communication with the respondents in one form or another or through

personal interview. Since the research is of descriptive type in which data is

collected through direct communication with respondents. Sample survey is

carried out during this project. The survey was performed through a structured

questionnaire.

b) Secondary Data: secondary data means data that are already available i.e. they

refer to the data which have already been collected by someone else. The sources

of secondary data in this project were the websites of various mobile providers,

catalogues of various mobiles, newspapers, magazines etc.

3.6 SAMPLING PROCEDURE

The population for this survey was selected with the help of cluster and stratified

random techniques. In cluster, we divided the Mumbai then we applied stratified.

Personal visit method is used for this research project. The respondents were the

users of various mobiles. These respondents were approached and requested to

give their opinion on the mobile handsets providers by answering in the

questionnaire. We meet all retailers and whole sellers of Micromax India mobiles

And try to find out their problems. We also observe that the advertising materials

are well placed or not. Advertising material means posters, banners and

hoardings.

Sample Design: A sample chosen has to be representative of the population. For

this survey cluster and stratified sampling was used. The sample size was more

than 500 users and 50 retailers.

3.7 METHODS AND INSRTUMENTS OF DATA GATHERING


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The survey method was used for this research project. A general survey was

conducted together the required data.

Research tool used:

Questionnaire was used to collect the data from the users of various mobile handsets.

3.8 STATISTICAL TREATMENT

Analysis of data is a process of inspecting, cleaning, transforming, and

modeling data with the goal of highlighting useful information, suggesting conclusions,

and supporting decision making. Data analysis has multiple facets and approaches,

encompassing diverse techniques under a variety of names, in different business, science,

and social science domains.
http://en.wikipedia.org/wiki/Datahttp://en.wikipedia.org/wiki/Informationhttp://en.wikipedia.org/wiki/Datahttp://en.wikipedia.org/wiki/Information


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4. DATA ANALLYSIS

FINDINGS | AGE GROUP OF RESPONDENTS

Age Group Respondents Respondents (%)15-25

26-35

36-45

above 45

38

27

19

16

16%

27%

19% 38%

15 - 25

26 - 35

36- 45

above 45

Age group of respondents

Figure1.1


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FINDINGS | OCCUPATION OF RESPONDENTS

Occupation of Respondents Respondents (%)

BusinessmenStudents

Doctors

Engineers

Govt. servant

Housewives

Executives

Traders

Others

3020

18

8

8

2

7

5

2

8%

20%18%

30%

Occupation of respondents

8%2%

7% 5%2%

Figure1.2


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FINDINGS | INCOME GROUP

Income Group (yearly) Respondents (%)Less than 50000

50000-150000

150000-300000

300000 & above

48

25

16

11

48%

25%

16%11%

Less than 50000

50000-150000

150000-300000

300000 & above

Income Group

Figure1.3


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FINDINGS | MOTIVE BEHIND USING MOBILE

Motive Respondents (%)Communication

Snob value

Good facility

others

55

12

31

2

Co mmunication

Snob Value

Good f acility as

compare to PNT

Others

Motive behind using mobile

55%

12%

31%

2%

Figure1.4


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FINDINGS | DURATION OF USING MOBILE

Duration of using mobile Respondents (%)

Less then one year

1-2 year

2-3 Year

3 & above

42

22

21

15

22%

42%21%

15%Less than one

year

1-2 year

2-3 year

3 & above

Duration of using mobile

Figure1.5


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FINDINGS | MOBILE OWNERS

Mobile Owners Respondents (%)B/W

Color Bar

Color Folder

Bar Camera

Folder Camera

High-end Camera Phone

30

20

14

16

9

11

30%

20%14%

16%

9%11%

B/WColor Bar

Color Folder

Bar Came ra

Folder Came ra

High-end

Camera Phone

Mobile Owners

Figure1.6


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FINDINGS | USERS OF CAMERA

User of Camera Respondents (%)

Yes

No

47

53

Frequency Respondents (%)

Once in a Day

Once in two Day

Once in a Week

Occasionally

50

23

10

17

53% 47%

users of Camera

Yes

No


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50%

23%

17%

10%

Atleast once a

day

Once in tw o

day

Once in a we ek

Frequency of accessing Camera

Figure1.7 & Figure1.8

FINDINGS | USERS OF VIDEO

User of Video

Respondents (%)

Yes

No

28

72

Frequency Respondents (%)Once in a Day

Once in two Day

Once in a Week

Occasionally

15

10

19

56

72%

28%

users of Video

Yes

No


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56%19%

15%10%

Atleast once a

day

Once in tw o day

Once in a week

Occasionally

Frequency of ac cessing Video


FINDINGS | USERS OF FM

User of FM Respondents (%)Yes

No

18

82


Once in two Day

Once in a Week

Occasionally

76

15

5

4

82%

18%

users of FM

Yes

No


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15%4%

76%

5%

Atleast once a

day

Once in two day

Once in a week

Occasionally

Frequency of accessing FM


FINDINGS | USERS OF GPRS

User of GPRS Respondents (%)Yes

No

36

64


Once in two Day

Once in a Week

Occasionally

6

19

18

57

36%

64%

users of GPRS

Yes

No


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6%19%

18%

57%

Atleast once a

day

Once in two day

Once in a week

Occasionally

Frequency of accessing GPRS


FINDINGS | AWRENESS ABOUT NEW LAUNCHINGS

Awareness Respondents (%)Yes

No

42

58

Source of information Respondents (%)Media

Retailer

Friends

others

46

30

18

6

58%

42%

Awareness about new launchings

Yes

No


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6%

46%18%

30%

Media

Retailer

Friends

Others


FINDINGS | USERS OF MICROMAX

User of Micromax Respondents (%)

First time

Switch over

46

54

54%

Users of Samsung

First time

Switch over46%

Figure1.17


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FINDINGS | REASON FOR GOING THE SERVICE OF MICROMAX

Reasons Respondents (%)

Good reputation

Low investment

Brand quality

Features

14

24

18

44

14%

24%

18%

44%

Reason for going the service of Sam sung

Figure1.18

GoodReputation

Low initialInvestment

Brand quality

Features


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FINDINGS | AWARENESS ABOUT SERVICES PROVIDED BY MICROMAX

Awareness Respondents (%)

Yes

No

Partially

65

25

10

25%

65%

Awareness about Services provided

by Samsung

Yes

No

Partially

10%

Figure1.19


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FINDINGS | SWITCH OVER FROM

Switch over from Respondents (%)

Nokia

Sony Ericson

L.G

Motorola

Others

7

32

20

30

11

Nokia

Sony Ericsion

L.G

Motorola

Others

Switch over from

7%

32%

20%

30%

11%

Figure1.20


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FINDINGS | MARKET SHARE

Market Share Respondents (%)Nokia

Micromax

L.G

Sony Ericson

Motorola

48

29

12

5

6

29%

Market Share

Nokia

Samsung

L.G

Sony Ericson

Motorola

48%

12%

5%6%

Figure1.21


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FINDINGS | SATISFACTION LEVEL (L.G)

Satisfaction level Respondents (%)

Very satisfied

Satisfied

Neither/Nor

Dissatisfied

Highly Dissatisfied

22

48

15

8

7

48%

Satisfaction level (L.G)

Very satisfied

Satisfied

Neither/Nor

Dissatisfied

Highly

Dissatisfied

22%

15%

8%

7%

Figure1.22


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FINDINGS | SATISFACTION LEVEL (SONY ERICSON)

Satisfaction level Respondents (%)Very satisfied

Satisfied

Neither/Nor

Dissatisfied

Highly Dissatisfied

7

35

45

10

3

35%

Satisfaction level (SONY ERICSON)

Very satisfied

Satisfied

Neither/Nor

Dissatisfied

Highly

Dissatisfied

7%

45%

10%3%

Figure1.23


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FINDINGS | SATISFACTION LEVEL (MOTOROLA)

Satisfaction level Respondents (%)

Very satisfied

Satisfied

Neither/Nor

Dissatisfied

Highly Dissatisfied

30

18

32

12

8

30%

Satisfaction level (MOTOROLA)

Very satisfied

Satisfied

Neither/Nor

Dissatisfied

Highly

Dissatisfied

8%

18%32%

12%

Figure1.24


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5. FINDINGS AND ANALYSIS

Mostly people are attracted towards Micromax mobiles due to good reputation

and low initial investment in color and flip handsets.

More than 50% users have switched over to Nokia and others due to

unavailability of Connectivity and memory expansion devices.

Handset Dimensions (whd) and excellent Build Quality are the perfect

consideration in Micromax Mobiles when buying a cell phone.

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 ofMicromax Handsets.

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.

More than 70% users are attracted to the support for cellular and multimedia

standards.


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One feature that most of the users probably prefer more than anything else is light

weight of these handsets

CONCLUSIONS AND RECOMMENDATIONS

Mobile has become an important part of peoples life and it is no more a

luxury.

Mumbai is highly competitive and price sensitive market as majority of

respondents want maximum services provided by company in low priced handsets.

The majority of respondents who use mobile are quite young.

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.

Numbers of color mobile users far out number B/W mobile users. And among

the color mobile users majority of them are camera mobile users.

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.

MMS and Bluetooth functions are fast becoming popular with the mobile

users. In fact these are becoming a criterion for choosing a mobile handset.


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Majority of respondents perceives Micromax as the best color mobile

provider. 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, which is having

better shopping malls and markets, hence a suitable marketing strategy, needs to be

formulated taking into consideration the advertising and price factor.

As the numbers of mobile users are relatively young, marketing strategy should

be more focused on this age group.

One of the drawbacks of Micromax brand in this market could be its common

flavor not metro flavor. 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, Micromax needs to

take extra efforts for promptness in customer education to win and retain users.

Micromax needs to prune up its advertising campaign to increase its visibility

further as one of its competitors visibility is high.

Bluetooth and other connectivity services are fast emerging as an important areaof mobile service. Therefore, Micromax should come up with these relevant services

from time to time differentiate its product and to generate additional revenue.

Micromax should give high priority to customer service and satisfaction as your

satisfied customers do the best advertisement.


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BIBILIOGRAPHY

Reference Book-

1) Kothari C.R. Research Methodology

2) Kotlar Philip Marketing Management

3) Kotlar and Armstrong Principles of Marketing

4) Intelligent computing CHIP, Volume 1, Issue 3

website used-

1. www.in.Micromaxmobile.com

2. wap.in.Micromaxmobile.com

3. www.Micromax.org

4.www.chip-india.com
http://www.chip-india.com/http://www.chip-india.com/http://www.chip-india.com/


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ANNEXURE

CONSUMER QUESTIONNAIRE

Center________ Serial No._____

Dear Sir/Madam,

We are the summer trainies of Micromax India Ltd. Carring out the survey of current

market scenario of mobiles.This study is part of our course curriculum and the

information provided by you will be confidential.Kindly spare some time and answer

the following questions.

1) Which mobile do you have?

a. L.G f. SIEMENS

b. MICROMAX g. PANASONIC

c. NOKIA

d. SONY ERICSON

e. MOTOROLA

2) Since how long have you been using mobile?

a. Less then one year

b. 1-2 Year

c. 2-3 Year

d. 3Year and above

3) What your motive behind using mobile?

a. Communication due to extensive mobility

b. Snob value

c. Good facility as compare to PNT phones

d. Others (specify if any)


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4) Which handset do you own?

5) Are you the first time user of the mobile company? or

Have you availed services of some other mobile ?

a. First time

b. 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

a. Good reputation

b. Low investement

c. Warrenty& sup.

d. Connectivity

e. Weight

f. Display

COMPANY GSM CDMA

L.G

MICROMAX

NOKIA

SONY ERICSON

MOTORALA


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g. Ergonomics

h. Camera video

i. Battery backup

j. IRDA/ Blootooth

k. Sup. 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.no _____________________________

50276909 micromax mobiles

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