“Launch the distribution for Spice Mobiles in

Bangladesh”

Under the Guidance of,Dr. Amit GautamAsst. Professor

Faculty of Management Studies

Banaras Hindu UniversityBy,Saurabh PathakRoll Number: 45

MBA (IB) 3rd SemesterFaculty of Management Studies

Banaras Hindu University

Under the Supervision of,Mr Naveen Bajaj

Dy. Gen. Manager- Intl. SalesS Mobility Limited

Noida

at

S Mobility Ltd.(Formerly Spice Mobiles Ltd.)

Company Profile

Introduction to the Project Objectives

Data Analysis Findings

Suggestions Implications Limitations

Flow of Presentation

Brands: Spice, Hotspot, Saholic. Customer base: 15 million. Annual volume: 6 million devices. Market share: 4.5% of the Indian mobile

devices market. 'Golden Peacock Innovation' Award in

2010. 'Product of the Year Innovation' Award in

2010.

Introduction

The first company to launch cellular telephone

services in India. India’s first GSM operator to launch a handset

bundled offer for less than Rs.1000. First Indian company to launch a Dual Mode

phone in India. Launched India's first 3D phone. Launched India’s first Dual SIM Android Phone. First company in India to introduce a 12 mega

pixel camera phone with optical zoom.

Innovations

International Presence

Dr. Bhupendra Kumar Modi, Chairman

Mr. Dilip Modi, Director

Ms. Preeti Malhotra , Executive Director

Mr. Kunal Ahooja, Global Head- Devices

Mr. Rajiv Makhni , Independent Director

Mr. Kashi Nath Memani , Independent Director

Mr. Krishan Lal Chugh , Independent Director

Mr. Subroto Chattopadhyay , Independent Director

Mr. D.R. Mehta, Independent Director

Key People

Entry in Bangladesh Market. Distribution Channel Collaboration. Distribution Partner is Unitas Distribution

Ltd., Bangladesh.

Introduction to the Project

To determine which segment of the market to

target, who is the primary customer and what

is the appeal.

To determine the products, from company’s

current portfolio, which suit the Bangladeshi

market.

To design customized solutions for

Bangladeshi consumers according to their

requirements.

Objectives

The data was provided by Distribution partner

in Bangladesh (Unitas Distribution Ltd.).

Data Analysis

Continued..

57%

43%

Mobile Phone Users out of a total population of around 158 million

People who use Mobile PhonePeople who don't currently use Mobile Phone

Current Mobile Phone User Base

Sub $4050%

$41 - $8030%

$81 - $15017%

Above $1513%

Price Ranges

Market Segmentation

Smartphone Presence

83%

17%

Non-Smartphones Smartphones

3%

97%

Mobile-Internet users out of total Mo-bile Phone user base of around 89 mil-

lionMobile Subscribers who use Mobile-In-ternetMobile Subscribers who do not use Mobile-Internet

Mobile Internet Users

Literate56%

Illiterate44%

Literacy Rate out of a total population of around 158 million

Literacy Rate

Black97%

Others3%

Colors

* White Color is not preferred.

Color Preference

Bar50%

Touch30%

QWERTY15%

Slider3%

Clamshell2%

Form-Factors

Form-factor Preference

90%

9%1%

Religions

Islam Hinduism Others

Religious Distribution

Bengali

Official Language

Most of the Phones in Bangladeshi Market come with inbuilt support for Bangla language and Bangla Keypad.*

Music Football (*Also the favorite sport) Cricket

Key Trends

Majority of market is dominated by low-

price multimedia handsets. Market share of smartphones is less. High-end Phones have a very less space in

market. Bar phones are most preferred, followed

by touch-screen and QWERTY respectively. Around 44% of the population still don’t own

a Mobile-Phone.

Findings

Low literacy rate is reflected in form of very

low mobile internet usage. Around 90% of total population is Muslim. Music is a major key-trend prevailing in

the country. Football and Cricket are the sports

followed by a majority of people.

FindingsContd..

To target low-cost multimedia phone

market segment. To refrain, initially, from entering into

smartphone segment. To refrain from launching Clamshell and

Slider Phones. Concentrate mainly on Bar and Touch

Phones, as bar Phones are considered as most reliable and touch is the trend of the day.

Suggestions

Main aspects that should be considered are:

Affordability User-Friendliness Music Features Style

SuggestionsContd..

Continued..

To provide Bangla language and keypad

support in all phones. To provide Islamic Calendar in all phones. To provide Islamic Prayers in some phones. To provide FM Radio feature in all phones. To provide Voice Recording feature in all phones. To launch some Music centred phones, in

starting phase itself. To provide one-touch apps for Football and

Cricket Match Scores. To provide Football and Cricket games.

SuggestionsContd..

Handsets finally Launched

Spice M-5115Price: $15

Spice Samba M-5560Price: $22

Spice M-5565Price: $31

Spice Flo M-5460Price: $36

Due to technological limitations, company was unable

to make QWERTY keypad with Bangla language.

Limitations

A handset ‘Spice Flo-TV’ has done good in Indian Market

and was a great hit in Nepal Market as well, but currently it is available in only White colour. Hence, it was not launched in Bangladesh initially.

LimitationsContd..

Time Constraint.

LimitationsContd..

Queries??