Advertising in Micromax Mobiles

ADVERTISING

IN

MICROMAX MOBILES

SUMMER TRAINING PROJECT REPORT SUBMITTED TOWARDS PARTIAL FULFILLMENT

OF

MASTER OF BUSINESS ADMINISTRATION

Academic Session

(2009-2010)

SUBMITTED TO: SUBMITTED BY:

LECTURER ROLL NO. 9351690

ACKNOWLEDGEMENT

This report is based on the research undertaken as the part summer training project "Advertising in Micromax Mobiles" at Micromax Telecom Division, Micromax India Ltd.,Nehru Place, New Delhi.

During the course of this project, I had the valuable opportunity to work on the live project based on "GSM technology" being executed by Micromax for its users or clients.

I hereby acknowledge my deep regards to all the persons who actually took physical as well as mental work in the compilation of this project from Micromax Division. However some of them are those whose responses were of great nature, therefore they must endorse through this acknowledgement.

I wish to express my sincerest thank to my external supervisor Mr. Anuj Gupta Manager-Marketing & Sales, Micromax India Ltd., Delhi. for his timely help, valuable comments, suggestions, spirited guidance and encouragement during the whole project.

Unfortunately, it is not possible to acknowledge the efforts of each of the individual who so graciously contributed there time and information in the compilation of the project. Whoever their efforts are highly appreciated.

PREFACE

The wide ambit of the project, which is the internal part of the BBA course, guaranteed me extensive exposure to various concept of GSM,CDMA ,Flip and other camera and video technologies among other things. Apart from these technical and non-technical aspect, I learnt the all important skills of team work, official communication, work ethic and responsibility.

During the course of training we were expected to use and apply our academic knowledge to gain a valuable insight with all its environmental operational complexities. The said training offered a valuable opportunity to us to meet the academic knowledge and transform it into practical one.

I undertook the said training at Micromax Telecom Division. During the training I did a survey aims at studying and analysis the current market scenario of mobiles, requirements of the customers about the features and its pros and cons, future needs of various mobile companies.

I had the unique privilege to assume an assortment of role including problem identification, theoretical framework, research design, experimental design and setup, data collection, analysis and interpretation, observing findings and providing suggestions and recommendations etc. and also gained valuable experience of working in a formal industrial setup which would go a long way in building a sound career in marketing field in future. Also its is my heartful gratitude to Micromax for providing me their world class facilities and delightful work environment and ambience.

In the report I have put my best efforts to compile the data to the highest level of accuracy and give my views to best of my judgment.

TABLE OF CONTENTS

1. Preface

2. Introduction

2.1. Industry Profile

2.2. Company Profile

2.3. Product Profile

3. Research Methodology

3.1. Research Objectives

3.2. Research Design

3.3. Sample Design

3.4. Methods of Data Collection

3.5. Data Analysis

4. Analysis and Finding

5. Limitations

6. Conclusions and Recommendations

Appendices

Bibliography

INTRODUCING MICROMAX MOBILES IN INDIAN MARKET

OBJECTIVE: To study micromax mobiles in Indian market and to identify their marketing strategies.

INDUSTRY PROFILE:

 The growth has more or less flat [owing to low sales figure in Q1] - in total, 101.54 million units of sales were registered.

 Local manufacturers have grabbed 18.1% market share [from 0.9% in 2008].

 Only 5 local manufacturers in 2008 and the number stands at 28 now.

 Nokia market share in India fell from 56.2% share in 2008 * to 54.1% in 2009.

 Samsung Electronics Co. Ltd's share rose marginally to 9.7% from 9.5%.

 LG's share dropped from 7.2% to 6.4%.

 Of the local manufacturers, Micromax leads the race and holds a market share stands of 4.8%.

COMPANY PROFILE: Micromax Informatics Ltd is a New Delhi, India based Telecom manufacturer and distribution partner to Nokia, Samsung, LG etc for their IT / Telecom products in India. With an annual turnover of INR 5000 million, Micromax has offices in all major India