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Presented to:
Dr. Ankush Sharma
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Why do I exist ? Where do I want
to go?
Where am I
today?
How do I get there?
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Why do I exist ? Where do I want
to go?
Where am I
today?
How do I get there?
Where to
compete ?
How to
compete ?
What value
delivery system ?
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1%4%1% 1% 4% 2%1%
1%
Nokia,
58%
Samsung
, 22%
2%2% 1%
0.00%
22.22%
44.44%
0.00%
33.33%
5.80%
14.49%17.39%
7.25%
55.07%
16.67%
10.71%
19.05%10.71%
42.86%
0-6 712 1318 1924 24+
0 20 40
1
3
1
1
2
1
2
1
39
9
1
1
1
11
21
1
2
1
2
1
4
2
1
1
1
1
1
8
8
1
1
1
1
1
1
4
1
1
26
13
1
1
Vodafone Videocon
17.72%
8.86%
21.52%
7.59%
44.30%
0%
10%
20%
30%
40%
50%
0-6 712 1318 1924 24+
3.66%2.44% 5.49%3.05%
72.56%
12.80%
11%
13%
21%
8%
47%
05
101520 17
820 15
Usage(inmonths)
53%
47%
N Y
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1%4%1%1% 4%2%
1% 1%
Nokia, 58%
Samsung, 22%
2% 2%1%
Current handset AppleBlackberry
Geepee
LavaLG
Micromax
Motorolla
N-9 T mini
Nokia
SamsungSony Ericssion
Spice
Voice
0%
20%
40%
60%
80%
100%
Nokia Samsung LG Sony
Ericsson
Micromax Karbonn Others
94.51%
57.32%
30.49%40.24%
6.71% 1.83%12.80%
% of people who have used these handsets
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Convert the customers of Nokia by launching an exchange offer.
Increase its presence in the customers segment of age group of 16-35 by
launching an EMI option.
Tie up with Airtel and use the Airtels distribution network for promoting
its brand.
Micromax can effectively use TV advertisement.
Take into consideration the socio-cultural factors and develop their
products in such a way that meets the expectation of the customers.
Micromax should try & focus on targeting students of SEC D category and
should position itself such that there brand is recalled.
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1%4%1%1% 4%2%
1% 1%
Nokia, 58%
Samsung, 22%
2% 2%1%
Current handset AppleBlackberry
Geepee
LavaLG
Micromax
Motorolla
N-9 T mini
Nokia
SamsungSony Ericssion
Spice
Voice
0%
20%
40%
60%
80%
100%
Nokia Samsung LG Sony
Ericsson
Micromax Karbonn Others
94.51%
57.32%
30.49%40.24%
6.71%1.83%
12.80%
% of people who have used these handsets
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4%
Airtel, 33%
9%1%8%
1%
Reliance, 12%
1%
1%
1%
Vodafone, 29%
% of service providersAircel
Airtel
BSNL
Docomo
Idea
Loop mobile
Reliance
Tata Indicom
Uninor
Videocon
Vodafone
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0
2
4
6
8
10
12
14
16
18
20
Buisnessman house-wife service Student
17
8
20
15
Usage(inmonths)
segment wise average usage
6% 1%
93%
Type of Sim
CDMA Dual Sim GSM
48%
15%
13%
24%
Category of annual income/ pocket
money
0-50 K
2.5 L-4 L
4.1 L+
50 K- 2.5 L
11%
13%
21%
8%
47%
% of users - handset purchasing/
replacing interval
0-6
712
1318
1924
24+
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52%48%
% of people willing to exchange their
handset for a better Micromax handset
N Y
0%
10%
20%
30%
40%
50%
0 1.5 K-3 K 3 K-4.5 K 4.5 K-6 K 6K +
4.88%
43.29%
28.05%
13.41% 10.37%
Willing to pay to buy a Micromax
handset
59%
41%
Willing to purchase Micromax on
EMI option
N Y
3.66%
2.44% 5.49%3.05%
72.56%
12.80%
Micromax awareness through
All
Internet Ad
Print Ad
TV & internet
TV Ad
WOM
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0 5 10 15 20 25 30 35 40
Apple
Blackberry
Geepee
Lava
LG
Micromax
Motorolla
N-9 T mini
Nokia
Samsung
Sony Ericssion
Spice
Voice
1
3
1
1
2
1
2
1
39
9
1
1
1
11
2
1
1
2
1
2
1
4
2
1
1
1
1
1
8
8
1
1
1
1
1
1
4
1
1
26
13
1
1
Vodafone Videocon Uninor Tata Indicom Reliance Loop mobile
Idea Docomo BSNL Airtel Aircel
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3.13%
40.63%
11.46%
1.04%4.17%
1.04%
8.33%
1.04% 1.04% 1.04%
27.08%
2.78%
25.00%
5.56%
2.78%
5.56%
0.00%
22.22%
0.00% 0.00% 0.00%
36.11%
Leading handset v/s operator study
Nokia Samsung
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0.00%
22.22%
44.44%
0.00%
33.33%
5.80%
14.49%17.39%
7.25%
55.07%
16.67%
10.71%
19.05%
10.71%
42.86%
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Profession wise frequency of buying a new
handset (in months)
Buisnessman service Student
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12.68%
15.49%
21.13%
7.04%
43.66%
16.67%
11.11%
22.22%16.67%
33.33%
8.11%10.81%
20.27%8.11%
52.70%
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Region Wise buying frequency (in months)
East North West
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17.72%
8.86%
21.52%
7.59%
44.30%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
0-6 712 1318 1924 24+
0-50 K
2.56%
12.82% 12.82% 10.26%
61.54%
0%
10%
20%
30%
40%
50%
60%
70%
50 K- 2.5 L
8.00%
20.00% 20.00%
12.00%
40.00%
0%
5%
10%
15%
20%25%
30%
35%
40%
45%
0-6 712 1318 1924 24+
2.5 L-4 L
4.76%
19.05%
33.33%
4.76%
38.10%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
0-6 712 1318 1924 24+
4.1 L+
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61.26%
Samsung, 19.82%
Nokia, 52.83%
26.42%
0%
10%
20%
30%
40%
50%
60%
70%
Brand Usage - Male v/s Female
Male
Female
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0-50 K50 K- 2.5 L
2.5 L - 4 L4.1 L+
59.49% 66.67%
84.00%
80.95%
40.51% 33.33%
16.00% 19.05%
Disposable Income category
Male Female
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0
5
10
15
20
25
30
35
40
17
12
26
22
17
36
20
11
Averageu
sage(inmon
ths)
Average usage of the
current handset
Student
Service people
Businessmen
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53%
47%
People influenced/ not influenced by TV Ad and
willing to exchange
N Y
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1%
1%
1%7%4%
3%
62%
18%
1%1%
1%
Looking forward to Micromax
Apple
Blackberry
Geepee
Lava
LG
Micromax
Motorolla
N-9 T mini
Nokia
Samsung
Sony Ericssion
Spice
Voice
1% 6%1%
3%1%
1%
55%
26%
2%4%
Brand loyal users
Apple
Blackberry
Geepee
Lava
LG
Micromax
Motorolla
N-9 T mini
Nokia
Samsung
SonyEricssion
Spice
Voice
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0%
10%
20%
30%
40%
50%
60%
70%
Mobile
penetration
Willing to
pay 6000
62.60%
14.08%
32.61% 31.82%
58.82%
49.39%
25.35%28.26%
22.73%
11.76%
26.59%
60.56%
39.13%
45.45%
29.41%
Target Group based on urban SEC grid
SEC A (Income more than 2.5L) SEC B (Income between 50K to 2.5L)
SEC C-D-E (Income less than 50K)
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Cellular
phonepenetration
Willing to pay
6000
24.28%
48.21%
30.36%
10.71%8.04%
28.14%
36.11%
25.00% 25.00%
5.56%
25.36%
18.18% 18.18%
9.09%
45.45%
14.80%
40.00%
20.00%
0
20.00%
Target group based on Age group
16-25 26-35 36-45 45+
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0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
Cellular
phone
penetration
Willing to
pay 6000
30.15%
41.51%
24.53%22.64%
5.66%
9.81%
44.14%
29.73%
9.01%12.61%
Target Group based on Gender based
Male Female
h ff Willi
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1.5 K-
3 K
3 K-
4.5 K
4.5 K-
6 K
6K + 1.5 K-
3 K
3 K-
4.5 K
4.5 K-
6 K
6K + 1.5 K-
3 K
3 K-
4.5 K
4.5 K-
6 K
6K +
Student service Buisnessman
45%
62%
50%
33% 38%
50%
60%
73%
40%
100%
50%
0%
55%
38%
50%
67%63%
50%
40%
27%
60%
0%
50%
0%
exchange offer as per Willing to pay
Accept the exchange offer for a better phone
Do not accept exchange offer for a better phone
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Nokia
Samsung LG
SonyEricsson
Micromax
Nokia
Samsung LG
SonyEricsson
Micromax
Nokia
Samsung LG
SonyEricsson
Micromax
Student Service Businessman
59.09%
34.78%
60.00%
0.00%
100.00%
41.30%
54.55%
100.00%
50.00%
100.00%
80.00%
0.00%
40.91%
65.22%
40.00%
100.00%
0.00%
58.70%
45.45%
0.00%
50.00%
0.00%
20.00%
100.00%
Preference for exchange offer as per brandaccept Exchange offer Does not accept Exchange offer
S t i l t
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Nokia
Samsung LG
Sony Ericsson
Micromax
Karbonn
User friendly
Stylish
Hi tech
functionality
Quailtyof Camera
Sound quality
3 G enabled
Net AccessQwerty keypad
Touch screen
Affordable price
Value for money
-0.6
-0.4
-0.2
-1E-15
0.2
0.4
0.6
-1.2 -1 -0.8 -0.6 -0.4 -0.2 0 0.2 0.4 0.6 0.8 1 1.2
F2
(32.47%)
F1 (48.58 %)
Symmetric plot
(axes F1 and F2: 81.05 %)
Columns Rows
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P f
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Nokia
Samsung
LG
Sony Ericsson
Micromax
Karbonn
Cluster1
Cluster2
Cluster3
-0.6
-0.4
-0.2
-1E-15
0.2
0.4
0.6
-0.8 -0.6 -0.4 -0.2 0 0.2 0.4 0.6 0.8
F2
F1
Preference map
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Ranks of the preference scoresObjects Cluster1 Cluster2 Cluster3
Nokia 6 6 6
Samsung 4 4 4
LG 3 5 3
Sony Ericsson 5 3 5
Micromax 2 2 2
Karbonn 1 1 1
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