Aarya – 02 Anwesha -09 Archit -11 Gaurav -21 Gowtham – 29 Praveen -35 Raj karan-38 Sambit -47 Subin -53 Varsha -56
Aarya – 02Anwesha -09Archit -11Gaurav -21Gowtham – 29Praveen -35Raj karan-38Sambit -47Subin -53Varsha -56
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Name (founders) Sumeet Arora, Vikas Jain, Rahul Sharma, Rajesh Agarwal
Title • Director: Amit Burman• Managing Director: Rajesh Agarwal• Whole Time Director: Rahul Sharma• Director: Ghyanendra Nath Bajpai• Director: Mahendra Swarup• Nominee Director: Naveen Wadhera
Business Name Micromax Informatics
Main Business Address Micromax House,90B,sector -18,Gurgaon, PIN Code- 122015
Business Name Micromax Informatics
Business Structure Public Company
Business Location Block-A, Plot No. 21/14,Naraina Industrial Area, Phase-II ,New DelhiPin Code- 110028
Date Established
29 March 2000
Product Wearable electronics(Infotainment)(Fitness & Healthcare)
Business Overview Sumeet Arora, Vikas Jain, Rahul Sharma, Rajesh Agarwal are the present
owners of the Company.
The Micromax Company is an electronic manufacturing organization that produces Lap tab, Mobile, Tablets, Data-cards, Consumer-electronics and now has entered wearable electronics.
The Company is Located in Block-A, Plot-No 21/14 Naraina Industrial Area, Phase-2, New Delhi, Pin Code-110028
The company is been in operation for past 15 years.
Mission-The mission of Micromax is to successfully overcome the technological barriers and constantly engender,”life enhancing solutions”.
Vision-The companies vision is to develop path-breaking technologies and efficient processes that incubate newer markets,enliven customer aspirations and continue to make Micromax a trusting market leader amongst people.The Micromax ideology stems from its rooted belief in’Innovation’and delivering’nothing short of the best’.
Target Market.
Fashion Savvy WomenProfessionalYouth
Youth
Value Proposition for Youth
Instant Notification (Social Media) (Message) (Email) (Reminders)
Instant Accessibility of Function (Music) (Camera)
Weather Proof
Always attend with Tap.
Fashion Savvy WOMEN
Smartwatch with more style and exclusive Status.
Embedded by MICA.
A whopping 48% of smartwatch users are female, so if we ignore them then we are effectively ignoring almost half of our potential buyers.
Professional
Value Proposition of Professional.
Business apps, including Highlight (for making new business contacts),
Airline apps
Google Maps.
Android Wear also shows cards with reminders about flights, meetings, and tasks.
Display is made of Gorilla Glass. It is water resistant, lasts one day, has 4GB of
storage and runs at 1.2GHz.
Market strategy
Newer, Cheaper and Better products Leave no segment. Competitive Brand Building Low-Cost Premium Products Grabbing the market Product Transformation Customization New products
Finance Price; We have selected 10,000- 16,000
Budget 2015-2016
Particulars Total amount ( 150 Cr)Material 75 CrLabour 30 CrGovernment Tax & Duties 9 CrFreight 16 CrWarehouse Expenses 20 Cr
Marketing Budget.
Marketing Expenses Total Amount ( 250 Cr )Publicity 25 CrOnline Marketing 45 CrPrint Media 35 CrCelebrity Promotion 40 CrTelemarketing 25 CrLaunching In Events 30 CrSocial Media 50 Cr
Strength-Advance wireless technology-Long lasting battery-Compatibility-Sleek stylish design-convenience
Opportunity-Development of third party app-Expand into new market segment-Bundling of smartphone/ smartwatch-International expansion-Watch profitable business
Weakness-Clutches in technology due to relatively -New engineering-Small font size-Less app-No patents
Threats-Competitors- Samsung Galaxy watch-Economy-Technological advancement-Low market popularity
Product TableProduct Table Mobile Phones, Lap Tabs, Tablets,
Data cards, Consumer Electronics.
Market Position Looking at the price range, The Company it targeting the Upper-Middle Class and the Middle Class society as of now.
Unique Selling Position Huge Cash Reserves.Diversified Product Port-folio.Device which can integrate with all Android devices
Anticipated Demand Considering the Goodwill of Micromax in the market we feel that we can capitalize the Wearable market also.
Pricing Strategy Penetrating Strategy.(Its at the core of micromax to serve the customers by providing them lower cost, Value for money products. Thus micromax will adopt Penetration Pricing in the Urban market because placing our product with the lower cost will serve our purpose and make the customer rethink before buying other competitors product such as Adidas, Nike etc. which are at a high price segment)
Value to Customers Value for Money
Growth Potentials
Smartwatch market is expected to reach 32.9 billion USDby 2020 and a compound annual growth rate estimated during 2014 - 2020 is 67.6% India is the most favourite market when it comes to this segment Growth of smartwatch witnessing double digit North america is highest revenue generator(1/3 of market
revenue in 2013) It is expected that growth of this market will be driven by asia and
china merging hub evolving as a low cost smartwatch manufactuer
Pebble, one of the leading companies offered smartwatch at USD 150 as lifestyle accessory; recently launched second generation device called pebble steel and offered a black matte version, available at USD 249
Android has gained edge, and is the most used OS platform for smartwatches
Sales / Marketing Personnel Job title Name Responsibilities Marketing lead Shubhodeep pal Managing the promotion and
marketing the company products
Sales manager Sunil yadav Management for sales and distribution of the products in the country
Asst marketing manager Nikita dahiya Asst to the marketing lead
Customer demographics: • Middle and upper middle class segment which are concerned about their Fitness and
Healthcare related problems. Business people who want to work smart,sporty youth who are gadget lover
• First group all educated (median age 32) -This group concentrates on the process of buying
CONT….• 2nd group -Brand Loyalists, which involves 30% of the target market and can be characterized as the least affluent, median age of 36, with average education and employment
• 3rd group -Potential buyers, involves high income segment
• 4th group -The forth group involves sports professional who are brand loyal and seeks high quality professional
Mission StatementMicromax is on a mission to successfully overcome the
technological barriers and constantly “Life enhancing solution”
Vision Statement The Company’s vision is to develop path breaking technologies and efficient processes that incubate newer markets, enliven, customer aspirations and continue to make Micromax a trusted leader amongst people. The Micromax Ideology stems from its rooted belief in ‘Innovation’ & Delivering ‘nothing short of the best’
Goals/Objective• Impact Peoples lives in a meaningful way• TO start a new plant and increase market share upto 20%.• Focus on urban market especially youth sector 18-25 years
The Future
Competitors DetailsCompetitors
Established Date
Size Market share
Value to Customer
Strength Weakness
Sony 1946 131700 7% Technology delivered , high end product
Brand perceived as cool
Value proposition is not defined
Nike 1971 44000 9% Value proposition ,made for athletes
Diversified product line
Dependent on footwear market
Samsung 1938 489000 28% High technology at reasonable prices
Own flexible technology, OLED
No app store of its own
Adidas 1924 53731 4% World renowned company
Strong distribution channel
High cost Structure
Motorola 1928 400000 4% Affordable prices
Strong brand name,wide range of products
Not user friendly
Market Research
25%
35%
40%
Sales
1st Qtr2nd Qtr3rd Qtr
• 25% of the customers currently own a wearable device.
• 35% of the men are most excited about smart watches.
• 40% of women are excited about wearable technologies.
Location.
The Company its planning to launch its product in:-
Metro Cities (Delhi, Mumbai, Chennai, Kolkata)
Satellite Cities (Bengaluru, Hyderabad, Pune)
Advertising And Sales
Print media add (news paper). Magazine cover . Celebrity endorsing the product (brand ambassador). Social media. Facebook teasers. Whatsapp forward message. Instragram picture of the product. Twitter account . LinkedIn.
Use of cartoon which attracts kids as kids play major role of selection.
Billboards . Promote with canvas version. Can be gifted for celebrities in big shows like IIFA. Fashion shows .
Contd…
Sales And Distribution Channel
Shop front E-marketing Export We choose these as our distribution channel because
we prefer the comfort levels of people.
CONCLUSION
Driven by the growing aspirations of the Indian technological users, Micromax has geared up to bring about a paradigm shift in the way Android Watches are used by introducing groundbreaking innovative technology. Micromax coupled innovative products with smart marketing. Contributed by its ‘Out of the box’ thinking and thus providing innovative and insightful products to the masses. With more than 60% of the users under the age group 20-40 years and Micromax’s skill to connect with the youth is a strong reason for it to become a brand that is today and give it a unique brand proposition.