74304556 micromax handset industry analysis

8/3/2019 74304556 Micromax Handset Industry Analysis

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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%

0-6 712 1318 1924 24+

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%

0-6 712 1318 1924 24+

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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74304556 micromax handset industry analysis

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