1. Internship under IIM Professor
SAMEER MATHUR, Marketing Professor, IIM Lucknow;
Ph.D. (Carnegie Mellon University) ,
MS (University of Illionois at Urbana Champaign);
BTech (IIT Roorkee)
-Sitanshu Gandhi
-SIT Pune

4. Presentation Skills
Marketing Insights
Harvard Case Reviews
Harvard Article

5. Module 1
• The Presentation
Secrets

6. Most of the presentations are boring

7. • It’s the speaker who
needs to use the
Powerpoint wisely.

9. Don’t overload your slide with
information

10. Have enough visuals.

11. • Don’t look back towards
screen while presenting

13. Storytelling

14. Start with pen and paper and note down your
points.

15. Rehearse as many times possible.

17. 3 Key points of Garr Reynolds

19. Focus on important stuff

22. Beauty is Simplicity

23. Minimal
Effortless Clear

24. Be Passionate

25. Don’t bore the audience Gore
them

26. Module-2

27. Understanding
Marketing
Management
Defining Marketing
for 21st
Century
Developing
Marketing
Strategies and Plans

28. 2. Assessing Market
Opportunities and
Customer
Values Scanning the Marketing Environment, Forecasting
Demand and Conducting Marketing Research
Creating Customer value and customer
Relationships
Analyzing Consumer Markets
Analyzing Business Markets

29. 3. Choosing Value
Identifying Market Segments and Targets
Competitive Dynamics
Crafting the Brand Positioning
Creating Brand Equity

30. 4. Designing Value
Setting Product Strategy
Designing and Managing Services
Developing Pricing Strategies and Programs

31. 5. Delivering values
Managing Retailing,
Wholesaling, and
Logistics
Designing and
Managing Integrated
Marketing Channels

32. 6. Communicating Value
• Designing and
Managing
Integrated
Marketing
Communications
• Managing Mass
Communications
• Managing
Personal
Communications

33. 7. Sustaining Growth and Value
Tapping Into
Global Market
Introducing New
Market Offerings
Managing a
holistic
marketing
organization for
the long run

34. HBR Article Application in INDIAN Market

35. Factors in Indian Market
• Social factors
• Economic Factors
• Political Factors

36. Social Factors
• Religion and Linguistic Barriers
• Difference in Income Level
• Literacy rate
• Low Education

37. Economic factors
• Unemployment rate
• Domination of Rural population over Urban
population
• Basic needs overrules luxurious life

38. Specialty of Indian Market
• Large Youth Population
• Increase in the Internet and Smartphone users
in the previous decade
• Increase in the middle income group
• Flexible Government Policy

39. Micromax
• Micromax in 2008, entered mobile handset
business and by 2010 became the largest
Indian domestic mobile handsets company.
• Through its emphasis on adapting to the
changing market dynamics, introducing
feature-rich phones and smartphone’s that
are innovative and unique, Micromax has
today become a brand to reckon with.

40. Innovation
First Long Battery Life Phone with 30 days battery backup
o X1i Marathon Battery phone with 30 days standby time & 17 days
Talk time
First Dual SIM Dual mode active Phone (GSM+CDMA)
o Micromax GC700 is the first GSM + CDMA Mobile phone

41. • First Gaming Device
o G4 Gamolution phone with motion sensor gaming like Wi-fi
• First Women’s Line of Devices : o Q55 Bling phone- First
women’s phone

42. • First Superphone with Gesture Control
Created a new category called ‘Superfone’ with Gesture Control,
powered with 1GHz dual core NVIDIA Tegra 2 Processor.

43. Marketing Strategy by Micromax
1. Newer, cheaper and better products
One of the earliest phones Micromax introduced was X1i that
promised 30 days battery backup. After this it introduced the
first dual-sim dual standby phone, the X600 Gravity.
2. Leave no segment
In a market where there were almost no gadgets aimed at ladies,
the company took the courage to introduce a phone aimed at
ladies only.

44. 4. Brand building
In 2012 it went for an International look. It started with TVCs
that featured out-of-India landscapes and users. By the end of
the year it signed Hugh Jackman as its brand Ambassador for
Canvas phones.
5. Grabbing the Market
With Samsung as the only company selling 5-inch Galaxy S3 (4.8
inch) and a bigger Note (5.3-inch) in India at premium prices,
Micromax zeroed-in on the 5-inch segment.

45. 8. Customization
The Company have realized that in the next year there will be cheaper phones
that will move from 4-core processors to 8-core powerhouses. It is the first
domestic company that was rumored to launch an octa-core phone in the
market next year.

46. Recent Achievements
• Micromax is planning to launch an IPO of 2.15
crore shares to raise around Rs 2270 million.
• Micromax, according to IDC, has a 4.1 percent
market share in India and is now valued at
over $1 billion. M Financial, Citigroup,
Edelweiss and Nomura are the book running
lead managers to the issue.

47. Competitors in Indian Market
• Samsung is the biggest challenger to Micromax with nearly
22 percent market share. (the company had 19 percent
market share in Q1)
• Micromax also shipped 2 million devices this quarter and its
Canvas range has done well to boost the company’s volume
share.

48. Result

49. Module 4(HBR Case Study)
• What are Brands Good For

50. Why are Brands Important?
• Brands help in ‘aggregating’ consumers. They
reach large people with a promise to deliver
clearly stated benefit.

52. Promises that attract the customer,
reduce the perceived risks..
Tide washes whiter Volvo is safety

53. Disaggregation
Sharpening the
role of brand
Opportunities
Organize the
marketing in a way
that challenges
centrality of brands
Threats

54. Facts on Disaggregation
1) Consumer relationship is to shift from
product brand towards trusted and credible
brand.
2) Tactical activities such as competitive
reactions, product trial coupons and selective
promotions are implemented.

55. • Information Revolution helps task to be
performed better, less
expensively and more
profitable.

56. Customer Relationship
• Individual product brands focus on
communicating and delivering their specific
benefits and value proposition.

57. Food & Family
• Kraft foods introduced a quarterly magazine
called Food & Family.
• Centerpiece to build consumer relations.

58. Channel Relationship
• In recent times, most dramatic change is the
rise of retailers.
• Companies have started implementing,
relationship based approach to marketing
• Brands cannot afford to be delisted from any
of the major retailers that now control the
access of the consumers.

59. Channel Relationship
• Loyalty card introduced by TESCO LLC, UK proved to
be a ‘gamechanger’ for the firm. It’s retailers who
delivers the solution, not the branded goods
manufactures.

60. Brand Management
Organization
• In 1931, P&G pioneered an organizational
innovation, brand manager, as a means of
focusing the firm’s resources on key market
opportunities.

61. Brand Management
Organization

62. Brand Management
Organization

63. A BigThankYou to
Prof. Sameer Mathur
for guiding us at every step in every
possible way and making this
internship a wonderful learning
experience.

64. Disclaimer:
Prepared by: Sitanshu Gandhi, SIT Pune.
During an Internship by Prof. Mathur, IIM
Lucknow.
www.IIMInternship.com