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
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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.
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%.
Courtesy: IDC report on growth of mobile sales in India, 2009
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 cities and global
offices in Dubai and USA.Micromax has been making supplies to the Indian
GSM operators for their different telecom requirements and is now
expanding their product range to the global markets. Micromax's products
comes with a qualty seal meaning product satisfaction, high relieability
resulting in repeated business. Micromax has their own 24 hour operational
customer service centre just in case you need that small bit of information
albeit at the wrong hour.
Vision
Micromax India's Vision entails helping people improve the
quality of their lives by providing them with superior quality,
state-of-the-art technology products at the right time and the right
price. But beyond its role as a purveyor of quality products in
India, Micromax seeks to contribute to the economic growth of
the country though its export commitments and large scale
production facilities generating secured employment for hundreds of Indian people.
At Micromax, we strive to contribute to the development of the electronics and
components industry in India by enhancing the knowledge levels of our workforce
through the introduction of our advanced management systems and production know-how
in our manufacturing facilities by introducing our Indian vendors to our world class
quality systems and helping them in improving them in their own quality systems and
production processes and setting benchmarks for the industry both in terms of after sales
service for our products, quality systems and management techniques at our facilities or
our products themselves.
At Micromax, we believe in returning to the community some of the profits we earn from
it, through the social causes we espouse. We view ourselves not as an MNC operating in
India, but as an 'Indian Company' operating here, conforming to the laws of the country
and committed to working for the Indian community.
We want and to be seen as the 'Most Respected' Indian Company.
Value & Philosophy
What makes MICROMAX one of the world's leading companies?
How we got here
Ever since it was founded in 1938, MICROMAX has continually refined its mission
statement to respond both to change in itself and in the world: "Economic contribution to
the nation," "Priority to human resources," "Pursuit of rationalism." Each slogan
represents significant moments in MICROMAX's history, reflecting different stages of
the company's growth from a domestic industrial leader into a global consumer
electronics powerhouse.
In the 1990's, we once again acknowledged the need to transform our mission statement to keep pace with our growing global
operations, rapid changes in the world economy, and escalating competition from well-established rivals.
Our Management Philosophy
"We will devote our human resources and technology to create superior products and
services, thereby contributing to a better global society."
Our management philosophy represents our strong determination to contribute directly to
the prosperity of people all over the world - a single human society. Key to our efforts is
our own people, whose talent and creativity are dedicated to doing their best at all times.
Technology also plays an important role in making it possible to achieve higher standards
of living. And superior products and services are what we are all about.
We believe that the success of our contributions to society and to the mutual prosperity of
people across national boundaries truly depends on how we manage our company. Thus,
we challenge the world to create the future with our customers. Our determination is
growth - a perpetual challenge - but always working within the context of cooperation
and inclusion of our customers.
Research & Development
The company’s thrust on Product Innovation and R&D have given the company a
competitive edge in the marketplace. Micromax has set up Micromax India Software
Centre (SISC) and Micromax India Software operations unit (SISO) for software
development at Noida and Bangalore respectively. While the Micromax India Software
Centre in developing software solutions in Micromax’s global software requirements for
hi-end television like Plasma and LCD TVs, SISO is working on major projects for
Micromax Electronics in the area of telecom: wireless terminals and infrastructure,
Networking, SoC (System on Chip) Digital Printing and other multimedia/digital media
as well as application software. In addition to working on global R&D projects, SISO is
also helping Micromax India’s CDMA business by focusing on product customization for
the Indian market. While the Micromax India R&D Centre has around 300 employees,
SISO currently employs over 800 highly skilled professionals.
With an investment of over USD 100 million, SISO is charting out major growth plans in
the country, with its current focus being in the 4G & Multimedia area. SISO has already
applied for 145 patents based on the software development carried out here in India. In
fact, SISO has a special Intellectual Property Team working on securing Patents for its
breakthrough projects. SISO plans to continue its focus on Multimedia & Protocol
development; build a strong competency in technology and focus on WCDMA
technology and User Interface.
Micromax India is also carrying out Hardware R&D at its Noida R&D Centre. The focus
of the R&D Centre is to customize both Consumer Electronics and Home Appliance
products to better meet the needs of Indian consumers. From colour televisions designed
for higher sound output, to washing machines with special ‘Saree Wash Course’, DNIe
vision series of Flat CTVs especially designed for the Indian market to Micromax
mobiles with regional language menus, the Micromax R&D Centres in India are helping
the company to continuously innovate and introduce products customized for the Indian
market.
MICROMAX group timeline and History
Pioneering the digital age (2000 ~ Present)
With the start of the second millennium, MICROMAX begins its second century.
Humanity must now successfully manage the opportunities and challenges resulting from
the new and quickly changing digital paradigm with equally revolutionary changes in the
rules it uses to do business. Currently, MICROMAX Group is undergoing changes in its
business structure, management perspective and systems, and corporate culture to meet a
global standard. We regard the digital age as having both incalculable potential and risks.
It's a time of intense competition-fortunes can be made or lost in the blink of an eye.
However, at MICROMAX, we see challenges as opportunities. Which is one reason we
believe that we are perfectly positioned to be one of the world's recognized leaders in
digital technology.
Our commitment to being "World's Best" has succeeded in securing the number one
global market share for thirteen of our products. Our target is nothing less than to have
thirty number one "world products" by 2005, adding digital TVs, IMT 2000, and printers
to our current world market leaders-semiconductors, TFT-LCDs, monitors and CDMA
mobile phones. At the same time, we are making historic advances in research and
development of our overall semiconductor line, including flash memory and non-
memory, custom semiconductors, and DRAM and SRAM. For example, MICROMAX
Electronics, which has been among the world's top 10 in US patents for four consecutive
years, has 13,000 researchers representing a US$ 1.7 billion investment in Research and
Development.
In the financial market, MICROMAX is also committed to being the World's Best.
MICROMAX Card has been selected as the "Best Card Company in the New
Millennium" by Master Card, the result of securing more than 1 million members within
one year through the release of "Aha Loan Pass," the first loan-only card in Korea.
Euromoney has also selected MICROMAX Securities as the "Best Security Company"
for the 3rd consecutive year. And MICROMAX Life Insurance has ranked as 10th largest
company by Fortune's "Global 500" in the Life/Health insurance category
We are also actively promoting our brand value, a key engine of business growth.
MICROMAX's brand value increased to US$8.31 billion in 2002 from US$6.37 billion in
2001 and was recognized by Interbrand Corporation as the fastest growing global brand.
How did we make such astounding progress in such a short time?
One answer is that we are perpetually engaged in achieving global competitiveness
through continually improving our financial structure and profitability and looking at the
structure of our organization. Reducing production costs and working hard to maintain
our brand image have also contributed mightily to our surge. Accordingly, MICROMAX
Electronics has secured a nation's credit rating from S&P and Moody's while
MICROMAX Fire also has been recognized by S&P for its stability and growth potential
and has received its second consecutive A rating.
Another clue to the quick pace of our development goes to the heart of our management
philosophy "We will devote our human resources and technology to create superior
products and services, thereby contributing to a better global society." Our active
participation in various sports events around has helped promote community spirit as well
as returning corporate profits to society. As a Worldwide Olympic partner in the wireless
equipment sector for the 2000 Sydney Olympics, MICROMAX provided 25,000
advanced digital wireless telecommunication devices including mobile phones. We also
have served in that capacity at the 1999 Nagano Winter Olympics, and will be a
Worldwide Olympic Partner in the 2006 Torino Olympics and 2008 Beijing Olympics.
We actively participate as a contributor in the Asian Games, MICROMAX Nations Cup
Riding Competition, MICROMAX Running Festival, MICROMAX World
Championship (a U.S. LPGA Tour), and many other sporting events around the world.
In 2000, MICROMAX started its management program with a new twist and aimed to
stay ahead of the great waves of digital changes now engulfing the world. We expect
nothing less than to lead the digitalization of society with our advanced technologies,
competitive products, and professional human resources.
PRODUCT PROFILE
Overview
Towards realizing the vision of Micromax Electronics to become one of the leading
handset manufacturers in the world, Micromax India Software Operations (SISO) is an
important cog in the wheel.
Telecom Team at SISO is involved in designing and building software for the mobile
terminals encompassing the current and future technologies, and the applications therein,
for Micromaxs latest mobile handset equipments.
Expertise in the Handset Technology
Engineers at SISO are involved in building mobile handset software for a variety of
standards, established and emerging, such as GSM/GPRS dual mode handsets, CDMA
2000 1x (and variations thereof such as EV-DO, EV-DV etc.),WCDMA protocol stacks,
dual mode handset software (CDMA2000 1x and WCDMA) and all important
interoperability issues.
The much touted applications such as multimedia environments and functionalities in the
third generation wireless standards (3G) are a key focus area at SISO. Customization of
CDMA phones to cater for an Indian scenario is one of the high priority things at SISO.
Work is going on towards developing user interfaces for software applications in local
languages. To deliver world class quality software, the testing team rigorously tests and
evaluates the product, before delivering it to the customer.
SISO believes that "Innovation is not only useful, it is the only way to move up the
technology value chain in the rapidly changing wireless business environment".
Engineers are encouraged and motivated to think and patent new, innovative and useful
ideas relevant to the business environment the work so far has resulted in numerous
patent filings.
Technical info GSM
Concept of GPRS
General packet radio services (GPRS) is a standardized
packet-switched data service for GSM network.
With the packet-switched technology, GPRS increases
data transmission speed from 9.6kbps to a maximum of
114kbps for uses in the mobile Internet.
It will allow GSM operators to take a share of the rapid
growth of Internet usage and position the cellular service as a mobile access to the
information society
For end-user GPRS Presents:
Always in connection with P or X.25 networks
Increased performance for up to 114 Kbps
Fast set-up/access time
End-user's Benefit
"Better price than current WAP" and "faster data
transmission speed" are the highly valued
features of GPRS
GPRS Radio Resources
Several end-users will share GPRS radio
resources, resulting in much better channel utilization than with circuit-switched data
communication. The user may remain connected as long as desired but is only charged
for the volume of data received and/or transmitted. GPRS uses radio channels to packet-
switched or circuit-switched traffic.
For the purpose of data communication purposes, packet-switching is superior to circuit-
switching due to its ability to transmit bursts of data. There is no need to reserve,
establish or keep a path open for data.
This results in faster call set-up time and allows users stay online indefinitely, while only
being charged for the amount of data actually transferred.
Micromax launches the World’s Best Mobile Phone, Micromax
W900 in the Indian market
Global digital technology leader, Micromax Electronics announced the launch of the
‘World’s Best Mobile Handset’, the W900 in the Indian market. The W900was selected
as the World’s Best Mobile Handset at the 3GSM Association World Congress at Cannes
in February 2005, amongst 480 initial entries. This new tri band, Mega pixel Digital
Integrator from Micromax combines a modern design, exceptional functionality and the
latest imaging technology.
Priced at Rs.22,499/-, the W900 integrates the pinnacle of Micromax’s industry leading
innovations in its soft touch slide up style, including 96MB of user memory; a 1.3 Mega
pixel camera; 2,62,000 color, 1.9 inch TFT LCD screen of the phone for remarkable color
and clarity of images; video recording and messaging; Blue tooth, email and sync
connectivity; 64 polyphonic ring tones; an enhanced voice clarity speakerphone; and an
MP3 Player music player making the W900 the most valuable companion in the industry.
The W900 besides supporting messaging in Hindi, Marathi, Tamil, Bengali and Punjabi,
is the first phone in the industry to support menu in Gujarati and Kannada language.
Announcing the launch of the W900 in the Indian market , states Mr. H C Ryu, Director,
Sales & Marketing (HHP), Micromax India, “We expect to fuel the growth of the colour
and camera phone segment in the country by launching our World Best, leading
technology, innovative products in the Indian market. We expect to achieve the No.1
position in the premium segment of the mobile handset market in the country by the Year
2007.” Micromax, which is a dominant player in the colour phone market in the country,
expects 80% of its handset sales this Year to come from the colour phone segment. “We
plan to sustain the excitement in the marketplace by launching new, leading technology ,
wow models every quarter.” states Mr. Ryu. In the first Quarter itself, the Company has
introduced 8 new handset models in the country.
Team Micromax’ members launch the World’s Best Mobile Phone- Micromax
W900 at the LIFW 2008
Irfan Pathan, Mohd Kaif and Virender Sehwag participate
New Delhi, 21st April 2005: Team Micromax cricketers - Irfan Pathan, Mohd. Kaif and
Virendra Sehwag will launch the World’s Best Handset, Micromax W900 during the
Micromax Show at the Lakme India Fashion Week. The Micromax W900 Mobile
Handset has been rated as the ‘World’s Best Mobile phone’ by the 3GSM Association
World Congress held at Cannes in February 2005. The Theme for the Micromax Show is
‘The Best Thing Says Everything’ in keeping with the positioning of Micromax W900 -
Padukone, Moni Kangana Dutta and Nolana will participate in the Show, which is being
choreographed by Harmeet Bajaj.
PRODUCT | X505
Form Factor Bar StyleBand GSM/EGPRS/ 900/1800/1900Dimensions 104.8mm*56mm*12.9mmDisplay 7.1cms TFT QVGA(240*320)
Full Touch ScreenCamera 2.0 MPMusic Multi Format Music Player3.5mm Jack YesOpera Mini Yes, integratedNimbuzz Yes Snaptu YesStereo FM Radio YesVideo Player Yes(AVI/3GP/MP4)Video Recorder YesMessaging Yes, SMS /MMS/EMSGames YesBluetooth(A2DP) YesEmail YesJAVA YesEGPRS/WAP/MMS YesPhonebook Memory 1000Expandable Memory MIcroSD (upto 8GB)Battery Type Li-ion 900mAhTalk Time Up to 3 hours*Standby Time Up to 5 days *