Brand Dossier of Micromax and Hypothesis Testing

1.   Presented by: Punit Kishore Arbind Kumar Pankaj Kumar Singh Sudhanshu Ranjan

2.                Introduction of the company History of Micromax Positioning and repositioning Advertising Segmentation Product analysis Competitors Distribution strategy Competition tackling strategy Future directions Data analysis tool Sampling plan & sample size Hypothesis testing Hypothesis and its justification Summary & net take away

3. India based consumer electronics company  Products – Mobile handsets, fun-book tablets, data cards, television and audio players  12th largest handset manufacturer in the world  24% market share in the smart phone segment*  3rd largest handset player in the market*  *CMR report for April 2013

4. 1991 • Founded by Rajesh Agarwal 1999 2000 2008 2010 • Sumeet Arora, Rahul Sharma and Vikas Jain joined • Started providing software services • Entered into mobile handset business • Became largest domestic mobile handset company

5. Last two years Current position Urban Market Global Brand Qwerty Keypad Smartphone Quality Battery Life Affordable After Sales Service Early Days Rural market Dual Sim Card

6. Electronic Media Print Media Advertising Hoardings, Sponsorships Social Media

7. Demographic segment (Income) Psychographic segment (Lifestyle) High income group Connect customers Medium income group Achieve customers Low income group Explore customers

8. Strength Low cost smart-phones Innovative product & features 24% market share in India Weakness Perception of low cost Chinese brand Poor customer services SWOT Opportunities Increase market penetration To become global player Threats High end competitors like Samsung,etc Low end competitors like Karbonn, etc.

9.    Samsung – It has emerged as the leader in ‘Smartphone Category’ of handsets where Micromax holds the second position in the market. Samsung is backed with the high quality and professional team in the R&D area Karbonn - This is the company which offers products which are very similar to Micromax in terms of price and quality. In Smartphone category of handsets, it stands at third position just after Micromax. Karbonn will be looking to increase their market share as well. Others – There are many more players in smartphone like NOKIA, SONY, LG, etc.

10. Manufacturer Manufacturer Super Distributor Distributor/ Stockist Disintermediation Dealer Consumer Consumer

11. Make people move from feature phones to smartphones Continue offering products with low cost. Consistently bringing variety of models with innovative features & designs.

12.     Branding in smart-phone category. Better customer services Improve quality of products Open-up exclusive outlets like Samsung, Nokia, etc.

13.  Instruments of Data Collection  Questionnaire Method • •   Close-end questions Open-end questions Telephonic survey Data Analysis Tools  SAS  MS Excel  Word Cloud

14.  Sampling Plan  Users of smart-phones  Age group 20-60 Years  Retailers selling Micromax  Sample Size • Users – 58 • Retailers – 4

15. Top of mind MICROMAX 28% MICROMAX SAMSUNG 46% NOKIA OTHERS SAMSUNG OTHERS 9% NOKIA 17%

16. AWARENESS 100% 3.45% 12.07% 8.62% 87.93% 91.38% 90% 40.97% 80% 70% 60% 50% 96.55% 40% 59.03% 30% 20% 10% 0% NOKIA MICROMAX AWARE SAMSUNG NOT AWARE LG

17. LOYALTY CHECK 36.84% 57.14% 66.67% 75.00% 63.16% 42.86% MICROMAX 33.33% NOKIA LOYAL 25.00% SAMSUNG NOT LOYAL OTHERS

18. Mb_Use: 1 :Samsung; 2:Micromax; 3:Nokia; 4: LG; 5:Other Loyality: 1: Go for other brand; 2: Buy same Brand; 3: Can’t say

19. BATTERY LIFE LG MICROMAX 6 22 24 4 6 NOKIA 22 5 26 SAMSUNG 6 1 29 0% 12 6 0 20% 23 40% Highly Dis-satisfactory Averagely Satisfactory Highly Satisfactory 13 23 16 60% Dis-satisfactory Satisfactory 80% 6 100%

20. FEATURES LG MICROMAX 4 7 40 32 16 NOKIA 3 5 SAMSUNG 20 8 0% 14 28 25 20% 40% Highly Dis-satisfactory Averagely Satisfactory Highly Satisfactory 10 21 23 1 4 25 60% Dis-satisfactory Satisfactory 80% 100%

21. PRICE LG MICROMAX NOKIA SAMSUNG 5 4 3 4 8 0 24 8 14 10 7 Highly Dis-satisfactory 18 32 18 11 Dis-satisfactory 3 20 7 34 Averagely Satisfactory Satisfactory 2 Highly Satisfactory

23. Demand 0 0 LG 2 2 0 1 MICROMAX 3 0 0 0 0 1 NOKIA 2 1 0 1 SAMSUNG 2 1 0 0 0 0.5 Highly Satisfactory 1 Satisfactory 1.5 2 Averagely Satisfactory 2.5 3 Dis-satisfactory 3.5 4 Highly Dis-satisfactory 4.5

24. Margin LG 0 4 MICROMAX 0 2 NOKIA 0 SAMSUNG 0 0 2 2 2 1 Highly Dis-satisfactory 0 3 Dis-satisfactory Averagely Satisfactory Satisfactory 0 Highly Satisfactory

25. Credit Policy 0 0 0 0 0 0 0 0 0 0 LG MICROMAX NOKIA 4 4 4 0 0 0 0 0 SAMSUNG 0 4 0.5 Highly Satisfactory 1 Satisfactory 1.5 2 2.5 Averagely Satisfactory 3 Dis-satisfactory 3.5 4 4.5 Highly Dis-satisfactory

26. H1: Micromax has established itself as a Brand. As per the analysis TOM, Awareness & Loyalty factor of the data collected we can conclude that it is not a brand. H2: Micromax Smartphones are youth-centric . As per analysis of various factors like price, youth centricity, etc we accept the hypothesis. H3: Good Distribution & Retailer Strategy of Micromax along with low price has been the reason for Micomax’s success. We accept the hypothesis based on the analysis of the retailers data.

27.      Potential of becoming a brand in smartphone category. Potential for huge increment in market share and compete with likes of Samsung . Needs to focus more on after sales service and open up exclusive Micromax stores. Should enter into newer segments of the market Should move into global markets.

28.  

Brand Dossier of Micromax and Hypothesis Testing

Brand Dossier of Micromax and Hypothesis Testing

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