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BRANDING OF

nothing like anything

ISSUE:- Branding of low price range mobile

handset

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Group Members

Rajesh More

Dhananjay Nikam

Urvi Dani

Manasi Sohani

Mangesh Nimbalkar

Amar Kondekar

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INDIAN MOBILE HANDSET

INDUSTRY

Fastest growing markets in Asia and India

India has emerged as the second largest mobile handset market in the

world

In India mobile market can be divided in two parts:-

1) EMERGING MARKET

2) MATURE MARKET

It is projected that India will have 1.159 billion mobile subscribers by

2013..at present it is 670.60 million

Mobile handset market registers 6.3% QoQ growth

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Contd

Mobile device sales in India

YEAR GROWTH

2009 117 million units

2010 138.6 million units

2014 206 million units Mobile penetration in INDIA

2009: 44.5% 2010:55.9%

Growth drivers:

- Crashing handset prices -Lowest tarrifs- Unsaturated rural market -Introduction of 3G

- High Disposable Income - More features @ lower

- Mobility and Connectivity cost

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PLAYERS IN INDIA HANDSET

INDUSTRY

37%

8%

5%6%4%

3%3%

1%

1%

1%

1%

30%

MARKET SHARE (%)

NOKIA

SAMSUNG

G'FIVE

MICROMAXSPICE

SONY

KARBONN

LAVA

LEMON

MAXX

LG

O ERS

O AL

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Dual sim mobiles phones contributes about 38.5% of

total mobile market

Total of 35 brands in the Indian market currently.

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About

Micromax

Entered into the Indian mobile handset

market in India in March 2008

Largest Indian domestic mobile

handsets company

The fastest growing among India's topfive mobile brands

Enabled to develop several new product

categories

First mobile handset co. to provide

operator branded 3G mobile handset co.

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Handset Vendors: Marketshare (5) Gains & Losses

2008-09 2009-10 Gain

Nokia 64.0 52.2 -11.8Samsung 10.0 17.4 7.4

LG 4.5 5.9 1.4

Mircromax NA 4.1 4.1

Spice Mobile 2.0 3.9 1.9

Karbonn NA 3.0 3.0

ZTE 5.6 1.9 -3.7

Huawei 1.3 1.7 0.4

Motorola 3.5 1.0 -2.5

Sony Ericson 6.0 3.0 -3.0

Top 20 Indian Biotech firms 2009-10: BioSpectrum-ABLE study

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Challenges for branding in mobile

handset industry

Rapid changes in technology

It is Commodized business

Providing after sales service to huge market base

Huge expenses

Perception of the people

Widespread piracy & copyright infringement

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MICROMAX MOBILE STRATEGIES

FOR BRANDING

(A) PRODUCT DIFFERENTIATION:

1. Handsets with 30 days battery backup

2. Handsets with Dual SIM / Dual Standby

3. Handsets Switching Networks (GSM - CDMA) using

gravity sensors

4. Aspiration Qwerty Keypad Handsets

5. Operator Branded 3G Handsets

6. OMH CDMA Handsets, etc.

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CONTD(2) Image Differentiation:

Entry-level and mid-segment handsets priced between

Rs1,800 and Rs2,400

From Rural to the Urban grounds

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CONTD (3) ChannelDifferentiation:-

Invested Rs100 crore to set up a

plant in Baddi in Himachal Pradesh

Currently present in more than

40,000 stores across the country

Aggressive market incursion to reach

out to its customers through 70,000

operational stores in the coming year

Dealers pay in advance by offering

them more margins

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CONTD (4) PROMOTIONAL MIX:-

Akshay Kumar -brand ambassador

Tagline Nothing Like anything "

Tied up some pretty big brands like

Yamaha & X306

Micromax Fly to Brazil contest

ADVERTISING

---Agency: - Lowe Lintas

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CONTD..

(5) AGGRESSIVE MARKETING STRATEGIES:-Alliance with BSNL

Micromax-Housefull tie-up

SEGMENTATION OF MERKET :

-Rural sector

-Urban youth (18-27year)

-The high profile users

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Distribution network comprising of

34 super distributors,

450 distributors and

around 55,000 retailers.

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Hatke strategies of Micromax

We are Sorry campaign creates negative Brand

Association

Innovation is the key for Micromax mobile phones

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Recommendations First go low, then go high

Niche brand strategy-gamolution

Low cost promotional strategies

- public display

- media coverage

- word-of-mouth

Provide brand experience

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Contd. Internet main branding channel

Concentrate on the need of the people

Smart distribution work