MICROMAX MOBILES

Academic Session
SUBMITTED TO: SUBMITTED BY:

ACKNOWLEDGEMENT

This report is based on the research undertaken as the part summer training project Advertisin in Microma! Mo"i#es$ at Micromax Telecom Division, Micromax India Ltd.,Nehru lace, Ne! Delhi. During the course o" this project, I had the valuable opportunit# to !ork on the live project based on GSM tec%no#o &$ being executed b# Micromax "or its users or clients. I hereb# ackno!ledge m# deep regards to all the persons !ho actuall# took ph#sical as !ell as mental !ork in the compilation o" this project "rom Micromax Division. %o!ever some o" them are those !hose responses !ere o" great nature, there"ore the# must endorse through this ackno!ledgement. I !ish to express m# sincerest thank to m# external supervisor Mr' An() G(*ta Mana er+Mar,etin project. - Sa#es. Microma! India Ltd'. De#%i' "or his timel# help, valuable comments, suggestions, spirited guidance and encouragement during the !hole

&n"ortunatel#, it is not possible to ackno!ledge the e""orts o" each o" the individual !ho so graciousl# contributed there time and in"ormation in the compilation o" the project. 'hoever their e""orts are highl# appreciated.

/0E1ACE

The !ide ambit o" the project, !hich is the internal part o" the (() course, guaranteed me extensive exposure to various concept o" *+M,,DM) ,-lip and other camera and video technologies among other things. )part "rom these technical and non.technical aspect, I learnt the all important skills o" team !ork, o""icial communication, !ork ethic and responsibilit#. During the course o" training !e !ere expected to use and appl# our academic kno!ledge to gain a valuable insight !ith all its environmental operational complexities. The said training o""ered a valuable opportunit# to us to meet the academic kno!ledge and trans"orm it into practical one. I undertook the said training at Micromax Telecom Division. During the training I did a surve# aims at stud#ing and anal#sis the current market scenario o" mobiles, re/uirements o" the customers about the "eatures and its pros and cons, "uture needs o" various mobile companies. I had the uni/ue privilege to assume an assortment o" role including problem identi"ication, theoretical "rame!ork, research design, experimental design and setup, data collection, anal#sis and interpretation, observing "indings and providing suggestions and recommendations etc. and also gained valuable experience o" !orking in a "ormal industrial setup !hich !ould go a long !a# in building a sound career in marketing "ield in "uture. )lso its is m# heart"ul gratitude to Micromax "or providing me their !orld class "acilities and delight"ul !ork environment and ambience.

In the report I have put m# best e""orts to compile the data to the highest level o" accurac# and give m# vie!s to best o" m# judgment.

TABLE O1 CONTENTS
0. re"ace 1.0. Industr# ro"ile 1.1. ,ompan# ro"ile 1.2. roduct ro"ile 2. 3esearch Methodolog# 2.0. 3esearch 4bjectives 2.1. 3esearch Design 2.2. +ample Design 2.5. Methods o" Data ,ollection 2.6. Data )nal#sis 5. )nal#sis and -inding 6. Limitations 7. ,onclusions and 3ecommendations )ppendices (ibliograph#

1. Introduction

INT0ODUCING MA0KET

MIC0OMA2

MOBILES

IN

INDIAN

OB3ECTI4E: To stud# micromax mobiles in Indian market and to identi"# their marketing strategies. INDUST0Y /0O1ILE:

,ourtes#A ID, report on gro!th o" mobile sales in India, 1<<?

The gro!th has more or less "lat 8o!ing to lo! sales "igure in 90: ; in total, 0<0.65 million units o" sales !ere registered. Local manu"acturers have grabbed 0=.0> market share 8"rom <.?> in 1<<=:. 4nl# 6 local manu"acturers in 1<<= and the number stands at 1= no!. Nokia market share in India "ell "rom 67.1> share in 1<<= @ to 65.0> in 1<<?.

 +amsung Blectronics ,o. LtdCs share rose marginall# to ?.D> "rom ?.6>. L*Cs share dropped "rom D.1> to 7.5>. 4" the local manu"acturers, Microma! leads the race and holds a market share stands o" 5.=>. COM/ANY /0O1ILE: Micromax In"ormatics Ltd is a Ne! Delhi, India based Telecom manu"acturer and distribution partner to Nokia, +amsung, L* etc "or their IT E Telecom products in India. 'ith an annual turnover o" IN3 6<<< million, Micromax has o""ices in all major India cities and global o""ices in Dubai and &+).Micromax has been making supplies to the Indian *+M operators "or their di""erent telecom re/uirements and is no! expanding their product range to the global markets. MicromaxFs products comes !ith a /ualt# seal meaning product satis"action, high relieabilit# resulting in repeated business. Micromax has their o!n 15 hour operational customer service centre just in case #ou need that small bit o" in"ormation albeit at the !rong hour.

MA0KETING MET5ADOLOGY: Micromax, started operations in 0??0 as an embedded so"t!are design "irm, but !as incorporated as a compan# in 0??=, !hen it branched out as a distributor o" computer peripherals such as printers, monitors, scanners "rom manu"acturers such as L*, +on# Inc., Dell ,orp.'e hope to be present in at least one countr# each in Latin )merica, Middle Bast and )"rica be"ore the end o" the "inancial #ear,$ Gain said. Geo ra*%ica# Se mentation: The "irm has identi"ied (raHil, Nigeria and Dubai as target markets. Micromax specialiHed in entr#.level and mid. segment handsets priced bet!een 3s0,=<< and 3s1,5<< !hen it started selling the devices in 1<<=, con"ining itsel" to small to!ns and rural areas in

the "irst 01.0= months. 4ne o" the major aspects that contribute to!ards the substantial monthl# gro!th o" Microma! is its =<> sales in the rural areas.

Micromax is planning to expand its range in keeping !ith ne! market demands. It is read#ing several high.end handsets, including phones that !ill run on *oogleCs )ndroid and Microso"tCs 'indo!s Mobile operating s#stems Imarket stretchJ. The handsets are expected to be available in )pril or Ma#$, Gain said %aving gained traction, Micromax is also !orking on a strateg# to create a!areness in the metros, !hich includes t#ing up !ith MTK "or co.branded phones. Distri"(tion c%anne#s: 4nce #ou have established a good distributor net!ork and sales are robust, the next logical step is branding exercises to ensure consistent brand re.call among #our target consumer base,$ said 3omal +hett#, executive director and head telecom practice at audit and consulting "irm L M* India. Bncouraged b# its success, the "irm expanded to larger cities and no! has a distribution net!ork o" 66.777 retai#ers, !hich it plans to scale up to D<,<<< b# the end o" March as part o" its strateg# to raise sales to 0.6 million handsets a month.

Brandin : Micromax has also tied up !ith a (oll#!ood celebrit# !ho !ill be announced shortl#$ as brand ambassador, Gain said. (oll#!ood star )amir Lhan endorses +amsung phones. The Micromax phones are designed b# the in.house research and development team, as is the embedded so"t!are. The on.board chips come "rom MediaTek Inc., 9ualcomm Inc. and In"ineon Technologies )*Mthe

last t!o also count Nokia as a client. Manu"acturing is outsourced to about 00 "actories in Tai!an, +outh Lorea and ,hina. Micromax has invested 3s0<< crore to set up a plant in (addi in %imachal radesh as it "eels outsourcing manu"acturing completel# leaves the door open "or suppl#.side uncertainties. initial 6<,<<< per month. Microma! is one o" the leading Indian Telecom ,ompanies !ith 12 domestic o""ices across the countr# and international o""ices in %ong Long, &+), Dubai and no! in Nepal. 'ith a "uturistic vision and an exhaustive 3ND at its helm, Microma! has success"ull# generated innovative technologies that have revolutionised the telecom consumer space. Microma! is on a mission to success"ull# overcome the technological barriers and constantl# engender li"e enhancing solutions$. The compan#Cs vision is to develop path.breaking technologies and e""icient processes that incubate ne!er markets, enliven customer aspirations and continue to make Microma! a trusted market leader amongst people. The Microma! ideolog# stems "rom its rooted belie" in OInnovationC and delivering nothing short of the best. /rod(ct #ine: Microma! has a lot o" "irsts$ to its credit on their versatile product port"olio. It !as the "irst to introduceA Handsets with 30 days battery backup, Handsets with Dual SIM Dual Standby, Handsets Switching !etworks "#SM $ %DM&' using gra(ity sensors, &spirational )werty *eypad Handsets, +perator ,randed 3# Handsets, +MH %DM& Handsets, etc roduction !ill be scaled up "rom an

/romotion: 'ith a 27< degree advertising I-edia, internet, ./ and print -edia' and marketing strateg# sketched out, the compan# has an optimistic outlook "or the telecom consumer space. ,urrentl# present in more than 87.777 stores across the countr#, the compan# plans to have an aggressive market incursion to reach out to its customers through 97.777 o*erationa# stores in the coming #ear. )"ter building a strong presence in the rural market, !here the prominence o" both subscribers and operators is rapidl# increasing, Microma!C is no! progressivel# moving to!ards establishing its "oothold in the competitive urban to!ns as !ell. 'ith #oung enthusiasts as its anchor, Microma! In:ormatics Limited has created a niche "or itsel" in the telecommunication industr#. Microma! ventured into the telecommunication industr# !ith an end.to.end solution o" 0i1ed 2ireless De(ices and 2ireless Data %ards. In the #ear 1<<=, a"ter delivering upon the technolog# o" "ixed !ireless. po!ering desired products, the compan# "ora#ed into one o" the most predominant genres o" telecommunication ; Mobile handsets. +ince then Microma! has received commendable response "or its uni/ue and interesting handsets. Innovation, ,ost.B""ective, ,redible and an Insight"ul 3ND, have no! become s#non#mous to Microma! in the telecom vertical. Toda# Microma! has become a brand !hich people relate and look up to "or realiHing their individual device pre"erences and other out.o".the.box solutions.

4ision
Micromax IndiaFs Kision entails helping people improve the /ualit# o" their lives b# providing them !ith superior /ualit#, state.o".the.art technolog# products at the right time and the right price. (ut be#ond its role as a purve#or o" /ualit# products in India, Micromax seeks to contribute to the economic gro!th o" the countr# though its export commitments and large scale production "acilities generating secured emplo#ment "or hundreds o" Indian people. )t Micromax, !e strive to contribute to the development o" the electronics and components industr# in India b# enhancing the kno!ledge levels o" our !ork"orce through the introduction o" our advanced management s#stems and production kno!.ho! in our manu"acturing "acilities b# introducing our Indian vendors to our !orld class /ualit# s#stems and helping them in improving them in their o!n /ualit# s#stems and production processes and setting benchmarks "or the industr# both in terms o" a"ter sales service "or our products, /ualit# s#stems and management techni/ues at our "acilities or our products themselves. )t Micromax, !e believe in returning to the communit# some o" the pro"its !e earn "rom it, through the social causes !e espouse. 'e vie! ourselves not as an MN, operating in India, but as an FIndian ,ompan#F operating here, con"orming to the la!s o" the countr# and committed to !orking "or the Indian communit#. 'e !ant and to be seen as the FMost 3espectedF Indian ,ompan#.

4a#(e - /%i#oso*%&

'hat makes MI,34M)P one o" the !orldFs leading companiesQ

How we got here

Bver since it !as "ounded in 0?2=, MI,34M)P has continuall# re"ined its mission statement to respond both to change in itsel" and in the !orldA RBconomic contribution to the nation,R R riorit# to human resources,R R ursuit o" rationalism.R Bach slogan represents signi"icant moments in MI,34M)PFs histor#, re"lecting di""erent stages o" the compan#Fs gro!th "rom a domestic industrial leader into a global consumer electronics po!erhouse.
In the 0??<Fs, !e once again ackno!ledged the need to trans"orm our mission statement to keep pace !ith our gro!ing global operations, rapid changes in the !orld econom#, and escalating competition "rom !ell.established rivals.

O(r Mana ement /%i#oso*%& R'e !ill devote our human resources and technolog# to create superior products and services, thereb# contributing to a better global societ#.R 4ur management philosoph# represents our strong determination to contribute directl# to the prosperit# o" people all over the !orld . a single human societ#. Le# to our e""orts is our o!n people, !hose talent and creativit# are dedicated to doing their best at all times. Technolog# also pla#s an important role in making it possible to achieve higher standards o" living. )nd superior products and services are !hat !e are all about. 'e believe that the success o" our contributions to societ# and to the mutual prosperit# o" people across national boundaries trul# depends on ho! !e manage our compan#. Thus, !e challenge the !orld to create the "uture !ith our customers. 4ur determination is gro!th . a perpetual challenge . but al!a#s !orking !ithin the context o" cooperation and inclusion o" our customers.

0esearc% - Deve#o*ment
The compan#Cs thrust on roduct Innovation and 3ND have given the compan# a

competitive edge in the marketplace. Micromax has set up Micromax India +o"t!are ,entre I+I+,J and Micromax India +o"t!are operations unit I+I+4J "or so"t!are development at Noida and (angalore respectivel#. 'hile the Micromax India +o"t!are ,entre in developing so"t!are solutions in MicromaxCs global so"t!are re/uirements "or hi.end television like lasma and L,D TKs, +I+4 is !orking on major projects "or Micromax Blectronics in the area o" telecomA !ireless terminals and in"rastructure, Net!orking, +o, I+#stem on ,hipJ Digital rinting and other multimediaEdigital media as !ell as application so"t!are. In addition to !orking on global 3ND projects, +I+4 is also helping Micromax IndiaCs ,DM) business b# "ocusing on product customiHation "or the Indian market. 'hile the Micromax India 3ND ,entre has around 2<< emplo#ees, +I+4 currentl# emplo#s over =<< highl# skilled pro"essionals. 'ith an investment o" over &+D 0<< million, +I+4 is charting out major gro!th plans in the countr#, !ith its current "ocus being in the 5* N Multimedia area. +I+4 has alread# applied "or 056 patents based on the so"t!are development carried out here in India. In "act, +I+4 has a special Intellectual ropert# Team !orking on securing atents "or its breakthrough projects. +I+4 plans to continue its "ocus on Multimedia N technolog# and &ser Inter"ace. Micromax India is also carr#ing out %ard!are 3ND at its Noida 3ND ,entre. The "ocus o" the 3ND ,entre is to customiHe both ,onsumer Blectronics and %ome )ppliance products to better meet the needs o" Indian consumers. -rom colour televisions designed "or higher sound output, to !ashing machines !ith special O+aree 'ash ,ourseC, DNIe vision series o" -lat ,TKs especiall# designed "or the Indian market to Micromax mobiles !ith regional language menus, the Micromax 3ND ,entres in India are helping the compan# to continuousl# innovate and introduce products customiHed "or the Indian market. rotocol developmentS build a strong competenc# in technolog# and "ocus on ',DM)

WI0ELESS IN10AST0UCTU0E

Overvie;
)rchitecture point o" vie!,&MT+ logicall# is divided into ,+ Domain and + Domain. ,+ Domain re"ers to the set o" all ,N entities o""ering ,+ t#pe o" connection "or user tra""ic as !ell as all the entities supporting related signaling. + Domain re"ers to the set o" all ,N entities o""ering + t#pe o" connection "or user tra""ic as !ell as all the entities supporting related signaling. The net!ork elements M+, and *M+, belongs to ,+ domain !hereas the elements +*+N and **+N belongs to + domain.

UMTS
&MT+ ,ore Net!ork is a Third *eneration I2*J mobile communications s#stems being developed b# Micromax !ithin the "rame!ork de"ined b# the IT& and kno!n as IMT. 1<<<. &MT+ !ill deliver lo!.cost, high.capacit# mobile communications o""ering data rates as high as 1MbitEsec under stationar# conditions !ith global roaming and other advanced capabilities. 2* core net!ork s#stem enables users to transmit voice, data, and even moving images. In order to realiHe these services, 2* improves the data mission speed up to 055Lbps in a high.speed moving environment, 2=5Lbps in a lo!.speed moving environment, and 1Mbps in a stationar# environment. 2* provides services like Internet connection, transmission o" large.scale data and moving contents photographed b# digital cameras and videos, and so"t!are do!nloading. )rchitecture point o" vie!, logicall# is divided into ,+ Domain and + Domain. ,+ Domain re"ers to the set o" all ,N entities o""ering ,+ t#pe o" connection "or user tra""ic as !ell as all the entities supporting related signaling. + Domain re"ers to the set o" all ,N entities o""ering + t#pe o" connection "or user tra""ic as !ell as all the entities supporting related signaling. The net!ork elements M+, and *M+, belongs to ,+ domain !hereas the elements +*+N and **+N belongs to + domain.

The concept o" 2* !ireless technolog# represents a shi"t "rom voice.centric services to multimedia.oriented Ivoice, data, video, "axJ services. %eav# demand "or remote access to personaliHed data is "ueling development o" applications, such as the 'ireless )pplication protocols. rotocol I') J and multimedia management, to complement the 2*

2.2COMPANY PROFILE Microma! E#ectronics India So:t;are O*erations <SISO=:

Micromax Blectronics India +o"t!are 4perations I+I+4J !as set up in -ebruar# 0??7 in (angalore as a liaison o""ice. +ince its inception +I+4 has gro!n to over 6<< +o"t!are Bngineers !orking on 3 N D projects in the latest technolog# areas. +I+4 as an organiHation is involved in the business o" developing so"t!are "or Micromax Blectronics ,orporation technolog# solutions in a variet# o" di""erent areas. part o" the Micromax Blectronics 3 N D organiHation. )s a ,MM Level 6 )ssessed and an I+4 ?<<0 ,erti"ied compan#, /ualit# underlines ever# aspect o" our organiHation. This commitment to /ualit# combined !ith innovative technolog# designed "or Indian conditions and an in"rastructure second to none, has contributed to MicromaxFs success in the global market since 0??7. +I+4 is

OU0 CONT0IBUTION In the short period o" a little over hal" a decade that the organiHation has been operational, +I+4 has contributed in a big !a# to!ards a number o" ke# projects. ,utting edge technologies like 2* 'ireless, (roadband, Intelligent )ppliances "or %ome Net!orking,

Multimedia, Net!orking etc... have been some o" the "ocus areas "or the compan#. During this period o" about D #ears, the organiHation has gro!n in strength in terms o" numbers as !ell as in terms o" the expertise that it possesses in certain ke# technolog# domains. Toda#, +I+4Fs engineers are involved in man# o" MicromaxFs highl# strategic and important projects. The compan# boasts o" a highl# talented and motivated !ork "orce !ho have been constantl# enriching their kno!ledge and skills. +I+4Fs !ell de"ined goal o" F(eing a partner toda# and a Leader tomorro!F is being aggressivel# pursued b# the management. There"ore, in certain areas like 2* 'ireless, +I+4 as an organiHation is being identi"ied as a ke# development center !ithin all o" MicromaxFs global labs. The compan# is striving hard at getting such recognition in other areas as !ell . like F%ome Net!orkingEIntelligent )ppliancesF, FNet!orkingF and FBmbedded +o"t!areF.

E#ectronics ind(str&
A11ILIATED COM/ANIES MI,34M)P +DI MI,34M)P Blectro.Mechanics MI,34M)P ,orning MI,34M)P ,orning recision *lass MI,34M)P +D+ MI,34M)P Net!orks

MI,34M)P electronics subsidiaries include MI,34M)P Blectronics, MI,34M)P Blectro.Mechanics, MI,34M)P +DI, MI,34M)P ,orning, MI,34M)P +D+, MI,34M)P Net!orks and MI,34M)P ,orning recision *lass. These a""iliates produce, market, and sell a !ide variet# o" electronic parts and components such as next generation memor# chips, computer and telecommunications e/uipment, color TK picture tubes, and glass bulbs. The# also develop computer s#stems and produce general electronics and precision machines. )ll these companies share the same goal o" becoming !orld.class, high.tech companies at the beginning o" the 10st centur# and are concentrating their investments into promising "uture "ields to achieve that target. Despite being independent, s#stematic cooperation takes place bet!een the companies that enables the development o" state.o". the.art electronic products.

MIC0OMA2 E#ectronics Anno(nces >776 Second+?(arter Earnin s

Microma! re*orts @(arter#& sa#es o: K0WAB'6C tri##ion. O*eratin income o: K0WA'D6 tri##ion and net income o: K0WA'9 tri##ion.

+B4&L, LoreaQ Gul# 06, 1<<6A Micromax Blectronics ,o., Ltd. announced its "inancial results "or the second /uarter o" 1<<6. The compan# recorded sales o" L3'02.6? trillion, operating income o" L3'0.76 trillion, and net income o" L3'0.D trillion, representing a 1> drop, 12> decrease and 02> rise, respectivel#, "rom the previous /uarter. Despite a drop in prices o" some o" its main products, such as memor# chips, the compan# !as able to maintain sales o" more than L3'02.6 trillion due to the gro!th o" the L,D and Digital )ppliance (usinesses. 'hile operating pro"its decreased, net income rose because o" gains "rom Micromax ,ardNaposSs turnaround, !hich !as incorporated through valuation using e/uit# method o" accounting. +ales and operating income o" the +emiconductor (usiness decreased slightl# to L3'5.1 trillion and L3'0.0 trillion, respectivel#, because o" a seasonal decline in D3)M and N)ND "lash memor# prices. %o!ever the business continued to maintain high margins o" over 17>, and the compan# expects improved per"ormance in the second hal" !ith stronger demand "or ,s. In addition, a boost in demand "or high capacit# N)ND "lash memor# is expected !ith the introduction o" ne! M 2 pla#ers and digital cameras !ith higher pixel counts. The Telecommunication Net!ork (usiness posted sales o" L3'5.6 trillion and operating income o" L3'62< billion, representing a decrease o" => and 2D>, respectivel#. The drop is attributed to increased marketing spend to counter gro!ing competitiveness. Micromax sold 5? million phones in the "irst hal" despite a stagnant domestic market and slo!.do!n in the gro!th o" the overall mobile phone market. The

compan# expects stronger per"ormance in unit sales and )+ s in the third /uarter !ith the launch o" ne! premium products. The L,D (usiness reported revenue and operating income "igures o" L3'1.0 trillion and L3'01.D billion, respectivel#. The compan# expects its per"ormance to improve in the third /uarter as demand "or L,Ds increases. sales o" 21.inch and larger L,D TK panels. Digital Media (usiness sales decreased to L3'0.7 trillion and posted a L3'6<.< billion operating loss because o" the seasonal do!nturn. +ales o" its Digital )ppliance (usiness gre! 1D> to L3'0 trillion and operating income at L3'2<.< billion returned to the black "rom increased sales o" air.conditioners. Dr. 'oosik ,hu, +enior Kice resident and *eneral Manager o" the I3 Team, states, Despite the challenging business environment and depressed market conditions , sales remain at similar levels "rom the prior /uarter and operating pro"it "igures met the marketNaposSs expectation, demonstrating th e inherent strength and competitiveness o" MicromaxNaposSs business model .$ %e add s , 'ith demand "or IT products expected to return and stead# gro!th in our D3)M, N)ND -lash, L,D and mobile phone businesses, Micromax Blectronics anticipates improvements in both sales and operating pro"its in the second hal" o" 1<<6 .$ lans "or the "ull ramp.up o" +. L,DNaposS s D th .generation line are on schedule, !hich !ill contribute to the increased

Revenue by Business
Growth Buisness 2Q04 1Q05 2Q05 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)

LCD

2.47

1.90

2.12

(14)

12

Telecommuniction Network

4.94

4.84

4.46

(10)

(8)

Mobile hone

4.61

4.56

4.19

(9)

(8)

Digit!l Medi!

1.99

1.66

1.61

(19)

(3)

Digit!l "##li!nce

0.89

0.79

1.00

13

27

Tot!l Revenue

14.98

13.81

13.59

(9)

(2)

Table 0.0

0etainin c(stomers
Micromax considers F)"ter +ales +erviceF as a ke# di""erentiator "or Micromax products. In order to deliver prompt and easil# accessible service, Micromax India has set up a !idespread net!ork o" compan# o!ned as !ell as )uthoriHed +ervice ,enters to service its customers. The Micromax +ervice laHas, as the ,ompan# o!ned +ervice ,entres are called, are a "irst in the industr#. The Micromax +ervice laHas serve as a one.stop shop "or MicromaxCs !alk in

customers. ,ustomers also get a chance to see the Micromax range o" products and interact !ith Micromax product specialists to kno! more about the compan#Cs products and services. Micromax is also increasing, the number OMicromax restige +ervice laHasC in smaller cities like Ludhiana N ,oimbatore to reach out to its customers. To satis"# the needs o" its %ome )ppliance customers, Micromax has set up state.o".the. art %ome )ppliance +ervice ,entres in 0? cities that are e/uipped !ith latest testing and measuring e/uipments "or servicing onl# %ome )ppliance products. +peed, +mile, +ureC is the motto "or Micromax +ervice, as the ,ompan# seeks to satis"# more and more o" its customers !ith prompt and accurate service. The compan# adheres to a turnaround time o" 15 hours !ithin the cit# !here the Micromax +ervice ,entre is located. ) +ervice %elpline number 2<2<=1=1 gives access to Micromax +ervice throughout the countr#. Micromax India organiHes a -ree +ervice ,amp on an )ll India basis, ever# #ear, "or proactivel# reaching out to customers and servicing their Micromax products. 0< second to loose a customer, 0< #ears to gain them backC "orms the guiding principle "or Micromax +ervice Team as it strives to satis"# the gro!ing expectations o" Indian customers.

MIC0OMA2 ro(* time#ine and %istor&

ioneering the digit!l !ge $%&&& ' resent( 'ith the start o" the second millennium, MI,34M)P begins its second centur#. %umanit# must no! success"ull# manage the opportunities and challenges resulting "rom the ne! and /uickl# changing digital paradigm !ith e/uall# revolutionar# changes in the rules it uses to do business. ,urrentl#, MI,34M)P *roup is undergoing changes in its business structure, management perspective and s#stems, and corporate culture to meet a global standard. 'e regard the digital age as having both incalculable potential and risks. ItFs a time o" intense competition."ortunes can be made or lost in the blink o" an e#e. %o!ever, at MI,34M)P, !e see challenges as opportunities. 'hich is one reason !e believe that !e are per"ectl# positioned to be one o" the !orldFs recogniHed leaders in digital technolog#. 4ur commitment to being R'orldFs (estR has succeeded in securing the number one global market share "or thirteen o" our products. 4ur target is nothing less than to have thirt# number one R!orld productsR b# 1<<6, adding digital TKs, IMT 1<<<, and printers to our current !orld market leaders.semiconductors, T-T.L,Ds, monitors and ,DM) mobile phones. )t the same time, !e are making historic advances in research and development o" our overall semiconductor line, including "lash memor# and non. memor#, custom semiconductors, and D3)M and +3)M. -or example, MI,34M)P Blectronics, !hich has been among the !orldFs top 0< in &+ patents "or "our consecutive #ears, has 02,<<< researchers representing a &+T 0.D billion investment in 3esearch and Development. In the "inancial market, MI,34M)P is also committed to being the 'orldFs (est. MI,34M)P ,ard has been selected as the R(est ,ard ,ompan# in the Ne! MillenniumR b# Master ,ard, the result o" securing more than 0 million members !ithin

one #ear through the release o" R)ha Loan

ass,R the "irst loan.onl# card in Lorea.

Buromone# has also selected MI,34M)P +ecurities as the R(est +ecurit# ,ompan#R "or the 2rd consecutive #ear. )nd MI,34M)P Li"e Insurance has ranked as 0<th largest compan# b# -ortuneFs R*lobal 6<<R in the Li"eE%ealth insurance categor# 'e are also activel# promoting our brand value, a ke# engine o" business gro!th. MI,34M)PFs brand value increased to &+T=.20 billion in 1<<1 "rom &+T7.2D billion in 1<<0 and !as recogniHed b# Interbrand ,orporation as the "astest gro!ing global brand. %o! did !e make such astounding progress in such a short timeQ 4ne ans!er is that !e are perpetuall# engaged in achieving global competitiveness through continuall# improving our "inancial structure and pro"itabilit# and looking at the structure o" our organiHation. 3educing production costs and !orking hard to maintain our brand image have also contributed mightil# to our surge. )ccordingl#, MI,34M)P Blectronics has secured a nationFs credit rating "rom +N and has received its second consecutive ) rating. and Mood#Fs !hile MI,34M)P -ire also has been recogniHed b# +N "or its stabilit# and gro!th potential

)nother clue to the /uick pace o" our development goes to the heart o" our management philosoph# R'e !ill devote our human resources and technolog# to create superior products and services, thereb# contributing to a better global societ#.R 4ur active participation in various sports events around has helped promote communit# spirit as !ell as returning corporate pro"its to societ#. )s a 'orld!ide 4l#mpic partner in the !ireless e/uipment sector "or the 1<<< +#dne# 4l#mpics, MI,34M)P provided 16,<<< advanced digital !ireless telecommunication devices including mobile phones. 'e also have served in that capacit# at the 0??? Nagano 'inter 4l#mpics, and !ill be a 'orld!ide 4l#mpic artner in the 1<<7 Torino 4l#mpics and 1<<= (eijing 4l#mpics. 'e activel# participate as a contributor in the )sian *ames, MI,34M)P Nations ,up 3iding ,ompetition, MI,34M)P 3unning -estival, MI,34M)P 'orld ,hampionship Ia &.+. L *) TourJ, and man# other sporting events around the !orld.

In 1<<<, MI,34M)P started its management program !ith a ne! t!ist and aimed to sta# ahead o" the great !aves o" digital changes no! engul"ing the !orld. 'e expect nothing less than to lead the digitaliHation o" societ# !ith our advanced technologies, competitive products, and pro"essional human resources.

2.3PRODUCT PROFILE
Overvie; To!ards realiHing the vision o" Micromax Blectronics to become one o" the leading handset manu"acturers in the !orld, Micromax India +o"t!are 4perations I+I+4J is an important cog in the !heel. Telecom Team at +I+4 is involved in designing and building so"t!are "or the mobile terminals encompassing the current and "uture technologies, and the applications therein, "or Micromaxs latest mobile handset e/uipments.

E!*ertise in t%e 5andset Tec%no#o & Bngineers at +I+4 are involved in building mobile handset so"t!are "or a variet# o" standards, established and emerging, such as *+ME* 3+ dual mode handsets, ,DM) 1<<< 0x Iand variations thereo" such as BK.D4, BK.DK etc.J,',DM) protocol stacks, dual mode handset so"t!are I,DM)1<<< 0x and ',DM)J and all important interoperabilit# issues. The much touted applications such as multimedia environments and "unctionalities in the third generation !ireless standards I2*J are a ke# "ocus area at +I+4. ,ustomiHation o" ,DM) phones to cater "or an Indian scenario is one o" the high priorit# things at +I+4. 'ork is going on to!ards developing user inter"aces "or so"t!are applications in local languages. To deliver !orld class /ualit# so"t!are, the testing team rigorousl# tests and evaluates the product, be"ore delivering it to the customer.

+I+4 believes that RInnovation is not onl# use"ul, it is the onl# !a# to move up the technolog# value chain in the rapidl# changing !ireless business environmentR. Bngineers are encouraged and motivated to think and patent ne!, innovative and use"ul ideas relevant to the business environment the !ork so "ar has resulted in numerous patent "ilings.

Tec%nica# in:o GSM

Conce*t o: G/0S *eneral packet radio services I* 3+J is a standardiHed packet.s!itched data service "or *+M net!ork. 'ith the packet.s!itched technolog#, * 3+ increases data transmission speed "rom ?.7kbps to a maximum o" 005kbps "or uses in the mobile Internet. It !ill allo! *+M operators to take a share o" the rapid gro!th o" Internet usage and position the cellular service as a mobile access to the in"ormation societ# 1or end+(ser G/0S /resents: )l!a#s in connection !ith or P.16 net!orks

Increased per"ormance "or up to 005 Lbps -ast set.upEaccess time

End+(serEs Bene:it R(etter price than current ') R and R"aster data transmission speedR are the highl# valued "eatures o" * 3+

G/0S 0adio 0eso(rces +everal end.users !ill share * 3+ radio resources, resulting in much better channel utiliHation than !ith circuit.s!itched data communication. The user ma# remain connected as long as desired but is onl# charged "or the volume o" data received andEor transmitted. * 3+ uses radio channels to packet.s!itched or circuit.s!itched tra""ic. -or the purpose o" data communication purposes, packet.s!itching is superior to circuit. s!itching due to its abilit# to transmit bursts o" data. There is no need to reserve, establish or keep a path open "or data. This results in "aster call set.up time and allo!s users sta# online inde"initel#, !hile onl# being charged "or the amount o" data actuall# trans"erred.

Microma! l!unches the )orld*s Best Mobile WC77 in the Indi!n m!rket

hone+ Microm!,

*lobal digital technolog# leader, Micromax Blectronics announced the launch o" the O'orldCs (est Mobile %andsetC, the '?<< in the Indian market. The '?<<!as selected as the 'orldCs (est Mobile %andset at the 2*+M )ssociation 'orld ,ongress at ,annes in -ebruar# 1<<6, amongst 5=< initial entries. This ne! tri band, Mega pixel Digital Integrator "rom Micromax combines a modern design, exceptional "unctionalit# and the latest imaging technolog#. riced at 3s.11,5??E., the '?<< integrates the pinnacle o" MicromaxCs industr# leading innovations in its so"t touch slide up st#le, including ?7M( o" user memor#S a 0.2 Mega pixel cameraS 1,71,<<< color, 0.? inch T-T L,D screen o" the phone "or remarkable color and clarit# o" imagesS video recording and messagingS (lue tooth, email and s#nc connectivit#S 75 pol#phonic ring tonesS an enhanced voice clarit# speakerphoneS and an M 2 la#er music pla#er making the '?<< the most valuable companion in the industr#.

The '?<< besides supporting messaging in %indi, Marathi, Tamil, (engali and unjabi, is the "irst phone in the industr# to support menu in *ujarati and Lannada language.

)nnouncing the launch o" the '?<< in the Indian market , states Mr. % , 3#u, Director, +ales N Marketing I%% J, Micromax India, 'e expect to "uel the gro!th o" the colour and camera phone segment in the countr# b# launching our 'orld (est, leading technolog#, innovative products in the Indian market. 'e expect to achieve the No.0 position in the premium segment o" the mobile handset market in the countr# b# the Uear 1<<D.$ Micromax, !hich is a dominant pla#er in the colour phone market in the countr#, expects =<> o" its handset sales this Uear to come "rom the colour phone segment. 'e plan to sustain the excitement in the marketplace b# launching ne!, leading technolog# , !o! models ever# /uarter.$ states Mr. 3#u. In the "irst 9uarter itsel", the ,ompan# has introduced = ne! handset models in the countr#.

Team Microma!F mem"ers #a(nc% t%e Wor#dFs Best Mo"i#e /%one+ Microma! WC77 at t%e LI1W >77G Ir:an /at%an. Mo%d Kai: and 4irender Se%;a *artici*ate Ne! Delhi, 10st )pril 1<<6A Team Micromax cricketers . Ir"an athan, Mohd. Lai" and Kirendra +eh!ag !ill launch the 'orldCs (est %andset, Micromax '?<< during the Micromax +ho! at the Lakme India -ashion 'eek. The Micromax '?<< Mobile %andset has been rated as the O'orldCs (est Mobile phoneC b# the 2*+M )ssociation 'orld ,ongress held at ,annes in -ebruar# 1<<6. The Theme "or the Micromax +ho! is OThe (est Thing +a#s Bver#thingC in keeping !ith the positioning o" Micromax '?<< . MicromaxCs latest and path.breaking mobile phone.

Leading -ashion designers . Manish )rora, Nandita (asu, NikhilN +hantanu, 3ohit *andhi N 3ahul Lhanna and 3ina Dhaka are coming together to create a sparkling and magni"icent +ho! this evening. Leading models like -luer, Nina, +apna, +ampada, (inal, +onalika +aha#, Neha Lapur, Tupur, Michelle, oonam, Laxmi, +hivani Lapur, Deepika adukone, Moni Langana Dutta and Nolana !ill participate in the +ho!, !hich is being choreographed b# %armeet (ajaj.

A;ards GSM

Best mode# *rod(ct to made t%e minim(m e#ectronic ;ave 7< Million De La ,onsommateur magaHine.

Best Brand in 1rance' Micromax phones chosen product b# the best consumer satis"action

-rench consumer alliance.

PRODUCT | -.&.

Form Factor

Bar Style

Band

GSM/EGPRS/ 900/1800/1900

Dimensions

104.8mm*56mm*12.9mm

7.1cms TFT Display

!G"#240*$20%

Full Touch Screen

Camera

2.0 MP

Music

M&lt' F(rmat M&s'c Player

3.5mm Jack

)es

Opera Mini

)es* '+te,rate-

Nim u!!

)es

Snaptu

)es

Stereo FM "adio

)es

#ideo $layer

)es#"!./$GP/MP4%

#ideo "ecorder

)es

Messa%in%

)es* SMS /MMS/EMS

&ames

)es

Bluetooth'()D$*

)es

+mail

)es

J(#(

)es

+&$"S,-($,MMS

)es

$hone ook Memory

1000

+.panda le Memory

M.cr(S/ #&0t( 8GB%

Battery Type

1'2'(+ 900m"3

Talk Time

40 t( $ 3(&rs*

Stand y Time

40 t( 5 -ays *

R/D0CT - 1&&

Form Factor

Bar Style

Band

Dual &SM/Dual/Band #900/1800 M56%

-ei%ht

110,

Dimensions

11$mm*56mm*12.7 mm

Display

2627 TFT !G" Scree+ #$20*240 P'8els* 8.1cms% Full Touch keypad

Motion Sensor

)es* Gra9'ty Se+s(r e+a:le-

)es* 2.0 MP Camera

)es Music

Face ook

)es* '+te,rate-

Opera Mini

)es* '+te,rate-

Multi/Messen%er Nim u!!

)es

Stereo FM "adio

)es

#ideo $layer

)es

Messa%in%

)es* SMS /MMS

+mail

)es

Bluetooth'()D$*

)es

+D&+,&$"S,-($,MMS )es

$hone ook Memory

1000

SMS Memory

1000

+.panda le Memory

M'cr(S/ #&0t( 4GB%

Battery Type

1'2'(+ #1000m"3%

Talk Time

40 t( 5 3(&rs*

Stand y Time

40 t( 8 -ays*

R/D0CT 23

Factor

Bar Style

Band

/&al GSM2/&al2Ba+- #900/1800 M56%

-ei%ht

97,

Dimensions

111.2*61.2*1$mm

Display

2627 ;(l(r TFT #176*220 P'8els* 5.58cm% 52<ay +a9',at'(+ =ey <'t3 F&ll >ERT) =ey0a-

Camera

)es* 1.$ MP

Music

M&lt' F(rmat M&s'c Player #MP$ / "MR / M./. / >"!% Bac=,r(&+- M&s'c Play:ac= Fl',3t M(-e

Stereo FM "adio,"ecorder

)es

Speakerphone

)es

Messa%in%

)es* SMS / MMS

&ames

)es

Bluetooth'()D$*

)es

Con0erence Call

)es

Speed Dial

)es

ST1

)es

&$"S,-($,MMS

)es

$hone ook Memory

1000

SMS Memory

1000

2nternal Memory

10MB

+.panda le Memory

M'cr(S/ #&0t( 2GB%

Battery Type

1'2'(+ 1000m"3

Talk Time

40 t( 4 3(&rs*

Stand y Time

40 t( 160 3(&rs*

B'0ESEA0C5 MET5ODOLOGY
3esearch is the s#stematic and objective search "or the anal#sis o" the in"ormation relevant to the identi"ication and solution o" an# problem in the "ield o" channel development. The objective behind this project !as to get a deep insight into the ans!ers To the /uestions !hat are the general problem "aced b# the subscribers and !hat the# expect "rom mobile handsets providers and stud# o" current mobile market$.The object o" the surve# !ere the mobile users o" various mobile companies.

Met%odo#o & Used

The data !as collected through both the primar# as !ell as secondar# sources. The primar# source o" the data is the users o" various mobile handset users. The sources o" secondar# data are the !ebsites and compan# catalogues.

3.1 RESEARCH OBJECTIVES MAIN OB3ECTI4E o )nal#sis o" current market scenario o" mobile market !ith special re"erence to MI,34M)P IND.M4(ILB+. SUB OB3ECTI4ES o To stud# the satis"action level o" cellular users in +ahibabad. o To stud# the bu#ing behaviour o" the customers. o o To understand the price sensitivit# o" the markit in respect to the telecom services. To identi"# customers opinion about Micromax %andsets. o To identi"# the ke# bu#ing "actors !hich are used in hiring the telecom services. o To understand the various sales promotional schemes being o""ered b# various mobile handsets providers.

3.2 THE RESEARCH DESIGN +teps "ollo!ed "or this research !asA 0. /ro"#em 1orm(#ation: This re"ers to trans"erring o" the management problem into a research problem. The management !as to gauge the behavior o" consumer in respect o" mobile market.$ 1. 0esearc% Met%od: It involves choosing either experimental or non.experimental research. This research !as non.experimental.

2. 0esearc% Desi n: It is the speci"ication o" the methods and procedures "or ac/uiring he in"ormation needed. It is overall operational pattern or "rame!ork o" the project that stimulates !hat in"ormation is to be collected, "rom !hich source and b# !hat procedure. The three t#pes o" design used are explorator#, descriptive and causal "or this research the descriptive design !as used. This is because it is marked b# the prior "ormulation o" speci"ic research /uestions. It has a preplanned and structure design. -or descriptive stud# proposed data anal#sis and project output are critical aspects. It !as decided that the users o" various mobile companies !ould be used as the primar# source o" data. 5. Se#ection o: data co##ection tec%ni@(es: -or this research the data !as to be collected !as o" primar# as !ell as secondar# nature. The source o" primar# data !as the user o" various mobile companies. Thus the data collection !as done through a surve# b# using /uestionnaire techni/ue. This consisted o" an intervie! and /uestionnaire. The /uestionnaire contained the /uestions relating hiring and uses o" di""erent mobile handsets. The /uestionnaire !as "irst pre tested and later making certain necessar# changes in modi"ied it. 6. Sam*#e Desi n: ) sample chosen has to be representative o" the population. -or this surve# cluster and strati"ied sampling !as used' T%e sam*#e siHe ;as more t%an 677 (sers and 67 retai#ers' 7. Data co##ection: )t this stage the data is actuall# colleted according to the decided techni/ue o" data collection. The /uestionnaire is main source "or the collection o" data. D. Ana#&sis and inter*retation: Data !hich has been obtained are seldom use"ul to an#one, i" it is not anal#Hed and interpreted in order, the breaking do!n o" constituent parts and the manipulating o" the data and to obtain ans!er to the research /uestions. Interpretations involve taking the result o" anal#sis, making in"erences relevant to the research relationship studied and dra!ing conclusions about these relationships. =. 0esearc% re*ort: The culmination o" the research process is research report. Methodolog#, report and recommendations "or course o" action are presented. The t!o critical attribute o" report are completeness and conciseness. There"ore these

attributes are con"lictingS a balance has to be stuck bet!een the t!o. 4n presenting the research report to the management. The management should be able to take decision on recommendations and conclusions o" research.

3.3 METHODS OF DATA COLLECTION

The task o" the data collection begins a"ter research problem has been de"ined and research designEplan chalked out. 'hile deciding about the method o" the data collection to be used "or stud#, the researcher should keep in mind t!o t#pes o" data primar# and secondar#.

A' So(rces o: Data: aJ /rimar& Data: 'e collect primar# data during the course o" experiments in an experimental research but in case do research o" the descriptive t#pe and per"orm surve#s, then !e can obtain primar# data either through observation or through direct communication !ith the respondents in one "orm or another or through personal intervie!. +ince the research is o" descriptive t#pe in !itch data is collected through direct communication !ith respondents. +ample surve# is carried out during this project. The surve# !as per"ormed through a structured /uestionnaire. bJ Secondar& Data: secondar# data means data that are alread# available i.e. the# re"er to the data !hich have alread# been collected b# someone else. The sources o" secondar# data in this project !ere the !ebsites o" various mobile providers, catalogues o" various mobiles, ne!spapers, magaHines etc. >' Met%od ado*ted in researc%:

The surve# method !as used "or this research project. ) general surve# !as conducted together the re/uired data. B' 0esearc% too# (sed: 9uestionnaire !as used to collect the data "rom the users o" various mobile handsets. a= Met%od o: *o*(#ation Se#ection: The population "or this surve# !as selected !ith the help o" cluster and strati"ied random techni/ues. In cluster, !e divided the sahibabad colon# !ise then !e applied strati"ied. "= Met%od o: Interaction ;it% t%e *o*(#ation: ersonal visit method is used "or this research project. The respondents !ere the users o" various mobiles. These respondents !ere approached and re/uested to give their opinion on the mobile handsets providers b# ans!ering in the /uestionnaire. 'e meet all retailers and !hole sellers o" Micromax India mobiles )nd tr# to "ind out their problems. 'e also observe that the advertising materials are !ell placed or not. )dvertising material means posters, banners and hoardings. In interaction !ith population !e !ere appl#ing these marketing strategiesA

Advertisin In this section !e advertise our products Imainl# ne! launchingsJ and sa# to customer our services /ualities and brand "eatures.

'e conduct road sho!s and distribute lea"lets and banners. Sa#es 'e sale our product in t!o !a#sA aJ Direct Sa#e: In direct sale !e search the customers and motivate them "or using Micromax mobiles. bJ W%o#e Sa#e: In !hole sale !e go in market, tr# to make poses. 'e motivate these sellers "or bulk sale. +ome gi"ts are allo!s to these sellers i" the# achieve the target.

3.4DATA ANALYSIS )nal#sis o" data is a process o" inspecting, cleaning, trans"orming, and modeling data !ith the goal o" highlighting use"ul in"ormation, suggesting conclusions, and supporting decision making. Data anal#sis has multiple "acets and approaches, encompassing diverse techni/ues under a variet# o" names, in di""erent business, science, and social science domains.

8' 1INDINGS AND ANALYSIS

Mostl# people are attracted to!ards Micromax mobiles due to good reputation and lo! initial investment in color and "lip handsets. More than 6<> users have s!itched over to Nokia and others due to unavailabilit# o" ,onnectivit# and memor# expansion devices. %andset Dimensions I!VhVdJ and excellent (uild 9ualit# are the per"ect consideration in Micromax Mobiles !hen bu#ing a cell phone. More than 6<> users could not avail India.speaks "acilit# due to lack o" kno!ledge about its "unction thus it reveal that is a desirable attribute o" Micromax %andsets.

Near about 2<> color mobile users s!itch over to other mobiles due to their good per"ormance o" standb# time and talk time.

Brgonomics is ver# help"ul to understand the inter"ace in these mobiles and it also makes customers.

More than D<> users are attracted to the support "or cellular and multimedia standards.

4ne "eature that most o" the users probabl# pre"er more than an#thing else is light !eight o" these handsets.

-INDIN*+ W AGE G0OU/ O1 0ES/ONDENTS A e Gro(* 0es*ondents

06.16 17.26

0es*ondents <I=
2= 1D

27.56 above 56

0? 07

"ge grou# o; res#ondents

4. 9 %. 415 475 %65 385 %1 9 3. 319 :. !bove :.

-igure0.0

-INDIN*+ W OCCU/ATION O1 0ES/ONDENTS

Occ(*ation o: 0es*ondents

0es*ondents <I=

(usinessmen +tudents Doctors Bngineers *ovt. servant %ouse!ives Bxecutives Traders 4thers

2< 1< 0= = = 1 D 6 1

/ccu#!tion o; res#ondents
%5 3&5

85 85

%5

65 .5

485

%&5

-igure0.1

-INDIN*+ W INCOME G0OU/ Income Gro(* <&ear#&=

Less than 6<<<< 6<<<<.06<<<< 06<<<<.2<<<<< 2<<<<< N above

0es*ondents <I=
5= 16 07 00

Income =rou#

445 415 %.5 :85

Less th!n .&&&& .&&&&94.&&&& 4.&&&&93&&&&& 3&&&&& < !bove

-igure0.2

-INDIN*+ W MOTI4E BE5IND USING MOBILE Motive

,ommunication +nob value *ood "acilit# others

0es*ondents <I=
66 01 20 1

Motive behind using mobile

%5 345 4%5 ..5

C o mmunic at io n S no b V alue G o o d f a c ilit y as c o mp a r e t o P NT Ot he r s

-igure0.5

-INDIN*+ W DU0ATION O1 USING MOBILE D(ration o: (sin mo"i#e

Less then one #ear 0.1 #ear 1.2 Uear 2 N above

0es*ondents <I=
51 11 10 06

Dur!tion o; using mobile

4.5 %45 %%5 :%5

Less th!n one ye!r 49% ye!r %93 ye!r 3 < !bove

-igure0.6

-INDIN*+ W MOBILE OWNE0S Mo"i#e O;ners

(E' ,olor (ar ,olor -older (ar ,amera -older ,amera %igh.end ,amera hone

0es*ondents <I=
2< 1< 05 07 ? 00

Mobile /wners
B>) Color B!r Color ?older B!r C!m er! ?older C!mer! High9end C!mer! hone

75 415

445

3&5

4:5

%&5

-igure0.7

-INDIN*+ W USE0S O1 CAME0A User o: Camera

Ues No

0es*ondents <I=
5D 62

1re@(enc&
4nce in a Da# 4nce in t!o Da# 4nce in a 'eek 4ccasionall#

0es*ondents <I=
6< 12 0< 0D

users o; C!mer!

@es .35 :65 No

?reAuency o; !ccessing C!mer!

"tle!st once ! d!y 465 4&5 %35 .&5 d!y /nce in ! w eek /nce in tw o

-igure0.D N -igure0.= -INDIN*+ W USE0S O1 4IDEO

0es*ondents <I= User o: 4ideo

Ues No 1= D1

1re@(enc&
4nce in a Da# 4nce in t!o Da# 4nce in a 'eek 4ccasionall#

0es*ondents <I=
06 0< 0? 67

users o; Bideo

%85 6%5

@es No

?reAuency o; !ccessing Bideo

"tle!st once ! d!y 4.5 .15 4&5 475 /nce in tw o d!y /nce in ! w eek /cc!sion!lly

-igure0.? N -igure0.0< -INDIN*+ W USE0S O1 1M

User o: 1M
Ues No

0es*ondents <I=
0= =1

1re@(enc&
4nce in a Da# 4nce in t!o Da# 4nce in a 'eek 4ccasionall#

0es*ondents <I=
D7 06 6 5

users o; ?M

485 @es No 8%5

?reAuency o; !ccessing ?M
"tle!st once ! d!y .5 :5 4.5 615 /nce in tw o d!y /nce in ! w eek /cc!sion!lly

-igure0.00 N -igure0.01

-INDIN*+ W USE0S O1 G/0S User o: G/0S 0es*ondents <I=

Ues No

27 75

1re@(enc&
4nce in a Da# 4nce in t!o Da# 4nce in a 'eek 4ccasionall#

0es*ondents <I=
7 0? 0= 6D

users o; = RS

315 1:5

@es No

?reAuency o; !ccessing = RS
"tle!st once ! d!y 15 .65 475 485 /nce in tw o d!y /nce in ! w eek /cc!sion!lly

-igure0.02 N -igure0.05

-INDIN*+ W AW0ENESS ABOUT NEW LAUNC5INGS A;areness 0es*ondents <I=

Ues No

51 6=

So(rce o: in:ormation
Media 3etailer -riends others

0es*ondents <I=
57 2< 0= 7

"w!reness !bout new l!unchings

:%5 .85

@es No

Medi! 485 15 :15 3&5 Ret!iler ?riends /thers

-igure0.06 N -igure0.07 -INDIN*+ W USE0S O1 MIC0OMA2 User o: Microma! 0es*ondents <I=

-irst time +!itch over

57 65

0sers o; S!msung

?irst time .:5 :15 Sw itch over

-igure0.0D

-INDIN*+ W 0EASON 1O0 GOING T5E SE04ICE O1 MIC0OMA2 0easons 0es*ondents <I=

*ood reputation Lo! investment (rand /ualit#

05 15 0= 55

-eatures

Re!son ;or going the service o; S!msung

=ood Re#ut!tion

4:5 ::5 485 %:5

Low initi!l Investment Br!nd Au!lity ?e!tures

-igure0.0=

-INDIN*+ W AWA0ENESS ABOUT SE04ICES /0O4IDED BY MIC0OMA2 A;areness

Ues No artiall#

0es*ondents <I=
76 16 0<

"w!reness !bout Services #rovided by S!msung

4&5 @es %.5 1.5 No !rti!lly

-igure0.0?

-INDIN*+ W SWITC5 O4E0 10OM S;itc% over :rom

Nokia +on# Bricson L.* Motorola 4thers

0es*ondents <I=
D 21 1< 2< 00

Switch over ;rom

445 3&5

65 3%5 %&5

Noki! Sony Cricsion LD= Motorol! /thers

-igure0.1<

-INDIN*+ W MA0KET S5A0E Mar,et S%are

Nokia Micromax L.* +on# Bricson Motorola

0es*ondents <I=
5= 1? 01 6 7

M!rket Sh!re
Noki! .5 4%5 :85 %75 Sony Cricson Motorol! 15 S!m sung LD=

-igure0.10

-INDIN*+ W SATIS1ACTION LE4EL <L'G= Satis:action #eve#

Ker# satis"ied +atis"ied NeitherENor Dissatis"ied %ighl# Dissatis"ied

0es*ondents <I=
11 5= 06 = D

S!tis;!ction level $LD=(

Bery s!tis;ied 65 85 4.5 :85 %%5 S!tis;ied Neither>Nor Diss!tis;ied Highly Diss!tis;ied

-igure0.11

-INDIN*+ W SATIS1ACTION LE4EL <SONY E0ICSON= Satis:action #eve#

Ker# satis"ied +atis"ied NeitherENor Dissatis"ied %ighl# Dissatis"ied

0es*ondents <I=
D 26 56 0< 2

S!tis;!ction level $S/N@ CRICS/N(

Bery s!tis;ied 35 65 4&5 S!tis;ied Neither>Nor :.5 3.5 Diss!tis;ied Highly Diss!tis;ied

-igure0.12

-INDIN*+ W SATIS1ACTION LE4EL <MOTO0OLA=

Satis:action #eve#
Ker# satis"ied +atis"ied NeitherENor Dissatis"ied %ighl# Dissatis"ied

0es*ondents <I=
2< 0= 21 01 =

S!tis;!ction level $M/T/R/L"(

Bery s!tis;ied 85 4%5 3&5 S!tis;ied Neither>Nor Diss!tis;ied 3%5 485 Highly Diss!tis;ied

-igure0.15

6' LIMITATION O1 0ESEA0C5

This research !as subjected to "ollo!ing limitationA 0. The surve# can not be termed 0<<> accurate due to lack o" time and time and cost onl# 6<< users and 6< retailers and !hole sellers had been studied. Thus the scope o" stud# is limited in terms o" no. o" respondent. 1. The lack o" candidness o" respondent to!ards ans!ering the /uestionnaire in "e! cases ma# have reduced the accurac# o" surve# to some extent. 2. Despite the unbiased opinion and e""orts the possibilit# o" technical exceptions cannot be ruled out. 5. The statistical anal#sis !ith various automated tools might have computational errors.

D' CONCLUSIONS AND 0ECOMMENDATIONS

Mobile has become an important part o" peopleCs li"e and it is no more a luxur#.

+ahibabad

is highl# competitive and

price sensitive market as majorit# o"

respondents !ant maximum services provided b# compan# in lo! priced handsets.

The majorit# o" respondents !ho use mobile are /uite #oung.

There is a good scope "or ne! entrants in this circle as the service provided b# the existing pla#ers are not up to the mark and subscribers !ant to tr# out ne! ones provided the# stand up to the customers expectations.

Numbers o" color mobile users "ar out number (E' mobile users. )nd among the color mobile users majorit# o" them are camera mobile users.

)s the circle comprises o" mainl# high standard areas !ith "e! big shopping malls, subscribers !ant that the net!ork coverage should extend up to shopping malls n addition to the small markets and roads.

MM+ and (luetooth "unctions are "ast becoming popular !ith the mobile users. In "act these are becoming a criterion "or choosing a mobile handset.

Majorit# o" respondents perceives Micromax as the best color mobile provider. It commands high respect and "avorable image amongst the mobile users.

+ome recommendations and additional enhancements are "ollo!ingA

+ahibabad is a highl# competitive and price sensitive market, !hich is having better shopping malls and markets, hence a suitable marketing strateg#, needs to be "ormulated taking into consideration the advertising and price "actor.

)s the numbers o" mobile users are relativel# #oung, marketing strateg# should be more "ocused on this age group.

4ne o" the dra!backs o" Micromax brand in this market could be its common "lavor not metro "lavor. %ence to succeed in this market it need to reposition itsel" as the premium brand.

+ince customer education about ne! launchings and "acilities provided in handsets is the major problem "aced b# most o" the mobile users, Micromax needs to take extra e""orts "or promptness in customer education to !in and retain users.

Micromax needs to prune up its advertising campaign to increase its visibilit# "urther as one o" its competitorsC visibilit# is high.

(luetooth and other connectivit# services are "ast emerging as an important area o" mobile service. There"ore, Micromax should come up !ith these relevant services "rom time to time di""erentiate its product and to generate additional revenue.

Micromax should give high priorit# to customer service and satis"action as #our satis"ied customers do the best advertisement.

BIBILIOG0A/5Y

0e:erence Boo,+ A= Kot%ari C'0' >= Kot#ar /%i#i* B= Kot#ar and Armstron 8= Inte##i ent com*(tin C5I/. 4o#(me A. Iss(e B 0esearc% Met%odo#o & Mar,etin Mana ement /rinci*#es o: Mar,etin

;e"site (sed+ A' ;;;'in'Microma!mo"i#e'com >' ;a*'in'Microma!mo"i#e'com B' ;;;'Microma!'or 8';;;'c%i*+india'com

ANNE2U0E CONSUME0 ?UESTIONNAI0E

CenterJJJJJJJJ Dear +irEMadam, 'e are the summer trainies o" Micromax India Ltd. ,arring out the surve# o" current market scenario o" mobiles.This stud# is part o" our course curriculum and the in"ormation provided b# #ou !ill be con"idential.Lindl# spare some time and ans!er the "ollo!ing /uestions. 0J 'hich mobile do #ou haveQ a. L.* b. MI,34M)P c. N4LI) d. +4NU B3I,+4N e. M4T434L) 1J +ince ho! long have #ou been using mobileQ a. Less then one #ear b. 0.1 Uear c. 1.2 Uear d. 2Uear and above 2J 'hat #our motive behind using mobileQ a. ,ommunication due to extensive mobilit# b. +nob value c. *ood "acilit# as compare to NT phones d. 4thers Ispeci"# i" an#J ". +IBMBN+ g. )N)+4NI, Seria# No'JJJJJ

5J 'hich handset do #ou o!nQ

COM/ANY L.* MI,34M)P N4LI) +4NU B3I,+4N M4T43)L)

GSM

CDMA

6J )re #ou the "irst time user o" the mobile compan#Q or %ave #ou availed services o" some other mobile Q a. -irst time b. +!itch over c. (oth I" s!itch over speci"# compan# name 80: L.* 81: +4NU B3I,+4N 82: N4LI) 85: M4T434L)

7J 'hich attribute characteristic have #ou most pre"erredQ )ttribute

a. *ood reputation b. Lo! investement c. 'arrent#N sup. d. ,onnectivit# e. 'eight ". Displa# g. Brgonomics h. ,amera video i. (atter# backup j. I3D)E (lootooth k. +up. Language l. (rand e/uit# DJ )ccording to #ou !hat are the negatives in #our handsetQ lease mention i" an# I.................................................................................................... ..................................................................................................... ........................................................J Lindl# "ill in the "ollo!ing personal details NameXXXXXXXXXXXXXXXXXXXXXXXXXXXXXX )ddressXXXXXXXXXXXXXXXXXXXXXXXXXXXX Tel.no XXXXXXXXXXXXXXXXXXXXXXXXXXXXX