SAGAR (M.

P)
2013-2014
A
PROJECT REPORT ON

“COMPANY PROFILE OF MICROMAX”

For the partial Fulfillment of the Degree of Bachelor

of Business Administratio
UNDER GUIDANCE OF: SUBMITTED BY:
Mr. C.S. Sharnagat Pooja Yadav
(Lecturer B.B.A) B.B.A 2nd Sem
Roll No:- BBA/13/10
 ACKNOWLEDGEMENT
It is a great opportunity for me to express my sincere
thanks to Dr. J.P.N Pandey (Principal) and Dr. Anand Tiwari
(H.O.D), Dr. Naveen Gidion (H.O.D)Govt. Girls Autonomous P.G.
College of Excellence.

I would like to express my sincere thanks and

indeptness to Mr. C.S Sharnagat for suggesting me formal methodology
to conduct the survey to prepare the report.

I am very thankful to all staff of my Faculty who support me

in the preparation of my project. Finally, I would like to thank my
parents, my friends and whole staff of Management department without
whom the completion of the project would not have been possible.

POOJA YADAV
B.B.A 2nd SEMESTER

Batch No. 5
 DECLARATION
I declare that the project report titled “A PROJECT
REPORT ON COMPANY PROFILE OF MICROMAX” is my
own work conducted under the supervision Mr. C.S.Sharnagat
Govt. Girls Autonomous P.G. College of Excellence. To the best
knowledge the report does not contain any work which has been
submitted for the award of any degree, any where.

Signature of the Candidate

POOJA YADAV

B.B.A 2nd SEMESTER

Batch No. 5
 PREFACE
The project on “COMPANY PROFILE OF
MICROMAX” services was allotted me by the department of
business management, Govt. Girls Autonomous P.G. College of
Excellence. The main aim of this project is to familiarize the
B.B.A. students with the life scenario of the particular products.

This survey report is fully based on primary

sources of data. Survey method in the form of questionnaire and
in depth interview is conducted.

I tried my best to explore the truth in my

survey report and reality regarding the survey and
understanding practical way of work.

POOJA YADAV

B.B.A 2nd SEMESTER

Batch No. 5
 CERTIFICATE
The project report on “COMPANY PROFILE ON
MICROMAX” in Sagar city prepared by Ms. Pooja Yadav
student of B.B.A. 2nd Sem for the partial fulfillment of the degree
of B.B.A is satisfactory in respect of under guidance of Mr. C.S.
Sharnagat Department of Business Management , Govt. Girls
Autonomous P.G. College of Excellence.

Sign of supervisor Sign of H.O.D Sign of the examiner

 CONTENTS

 PREFACE
 ACKNOWLEDGEMENT
 CERTIFICATE
 DECLARATION
S.No Particulars Page No.
1. Introduction of Micromax Mobiles
 History
 Product Profile
 Board of Directors
 Others board of members
 Branches
2. Branches

3. Recent Launches
4. Risk & Concerns

5. Internal Control System

6. Shareholding Pattern
7. Swot Analysis

8. Future Prospectus

9. Objectives of the study

10. Research Methodology

11. Data Analysis and Interpretation

12. Limitation

13. Findings

14. Suggestions

15. Conclusion

16. Bibliography
17. Questionnaire
 INTRODUCTION OF MICROMAX

Micromax Informatics Limited is one of the leading consumer electronics company in India and
the 10th largest mobile phone player in the world. Over the past decade, Micromax has pioneered
the democratization of technology in India by offering affordable innovations through their
product offerings and removing barriers for large scale adoption of advanced technologies.
Micromax is currently the 2nd largest smartphone company in India. Micromax is a brand which
is close to the heart of the youth and celebrates the vibrancies of life and empowerment

Products:

Micromax products have become an extension of the Indian youth's lifestyle and dynamism. The
company has many firsts to its credit when it comes to the mobile handset market including the
30-day battery backup, Dual SIM Dual Standby phones, QWERTY keypads, universal remote
control mobile phones, first quad-core budget smart phone etc. The brand's product portfolio
embraces more than 60 models today, ranging from feature rich, dual-SIM phones, 3G Android
smartphones, tablets, LED televisions and data cards. Micromax sells around 2.3 million
Mobility Devices every month, with a presence in more than 560 districts through 1, 25,000
retail outlets in India.

Network & reach:

With sales presence across India and global presence in Russia and SAARC markets, the Indian
brand is reaching out to the global frontier with innovative products that challenge the status quo
that Innovation comes with a price
Micromax is an Indian consumer electronics company located in Gurgaon, Haryana,India. It is in
the business of manufacturing of Mobile Telephones, Tablet Computers, 3GDatacards and LED
Televisions. It has 23 offices in India and an international office in Hong Kong.

Micromax started as an IT software company in the year 2000 working on embedded

platforms.It entered mobile handset business and by 2010it became one of the largest Indian
domestic mobile handsets company operating in low cost feature phone segments. The company
has a 22% market share in the smartphone segment in India. As per IDC for Q2 2013. The
company's product portfolio has more than 60 models ranging from feature rich, dual
SIM phones, 3G Android Smartphones, TabletsPC's, LED Televisions and3G data cards. The
company claims it has many firsts to its credit in the Mobile handset market – including the 30-
day battery backup, dual SIM, QWERTY Keypad, UniversalRemote Control Mobile Phone,first
dual-boot Android and Windows 8 tablet, etc.
Micromax has presence in more than 560 districts through 125,000 retail outlets in India. The
company has sales presence spread across Bangladesh, Sri Lanka, Nepal and was once present
in UAE and Brasil. On 24 January 2014, Micromax became the first Indian mobile company to
start sales in Russia.

Micromax is a rather big name today - in fact, it is the largest Indian mobile phone company. It is
interesting to note that it took birth as a software company called Micromax Informatics Limited
(the reason why its website is still Micromaxinfo.com) in the year 2000 by a group of four
friends.

In 2008, Micromax entered the mobile phone market and just about managed to get a foot hold,
with a 0.59% market share during the first half year of its existence. By the end of March 2010,
its share was 6.24%.

Low cost: The idea of 'cheap and best' works in India. Before Micromax came into the market,
the (really) cheap mobile phones market was almost completely dominated by Chinese imports
which came with issues such as an invalid or absent IMEI number, abysmal build quality and
design, sluggish performance, and high radiation levels. 'Branded' phones were priced too
expensive for the masses. While it can be argued that even Micromax rebranded Chinese phones
(and continues to do so), the company brought in some form of legitimacy and of course, the
handsets came with warranty.

Innovation: Micromax introduced handsets with 30 days battery backup (X1i), it was the first to
introduce dual-SIM dual standby handsets, and the first to introduce a handset that could switch
between GSM and CDMA networks by detecting the phone position via gravity sensors (Gravity
X600). Recently, it introduced the first low-cost dual-core ICS smartphone, A89 Ninja (Rs
6200), bringing the power of Android dual-core to the masses.

Some of the other innovative handsets introduced by Micromax include the X40 dual-SIM phone
that came with an inbuilt projector. The company also brought out the Van Gogh X450 with an
integrated Bluetooth headset that saved the user from worry about losing the earpiece, as it
remained embedded in the handset when not in use.

Unashamedly tacky, but it worked: Micromax didn't shy away from introducing product designs
that other companies would think twice about (not that it is necessarily a good thing). The model
referenced here is the A55 Bling phone that, as the name suggests, carried a lot of bling, which
we dare say appealed to the fairer sex. The company didn't worry about being branded sexist and
it did succeed. The strategy worked in its favour resulting in the A55 Bling selling like hot cakes.
Sure, Micromax was not the first to introduce a phone with bling, targeted at women, but others
advertised such models more subtly.

Taking the battle to Samsung? Micromax annouced its A116 Canvas HD phablet just a day
before Samsung made its annoucement of the Galaxy Grand. The A116 Canvas HD is better
specced and less expensive than the Grand (Rs 15,000 vs vs Rs 21,500). Now, Micromax is
putting its phablet up for sale on on St Valentine's Day, available for online purchase on the day
of release. Bold move, we say!

Customer service disappointing! Unfortunately, Micromax too suffers from the one big folly that
ails Indian consumer technology companies - inferior customer support. A few retailers, on
condition of anonymity, have said that the customer support of Micromax is bad (in as many
words). This is corroborated from our readers' feedback in our stories. Micromax's low cost and
VFM strategy has got it this far, but if it has to take on the biggies like Samsung and Nokia,
customer service is one area the company has to immediately work on. This could be the deal
maker or breaker, going.

Micromax Informatics Limited offers mobile phone solutions and wireless technologies for
mobile users. It also offers mobile phones and wireless data cards, including GSM and CDMA,
dual SIM, QWERTY chat, music-touch, lifestyle, and utility phones. The company also provides
tablet PCs. It serves Ambala, Jallandhar, Jaipur, Lucknow, Agra, Patna, Durgapur, Haldia,
Dehradun, and Shimla markets. Micromax Informatics Limited was founded in 1991 and is
based in Gurgaon, India. The company also has operations in Bangladesh, the United Arab
Emirates, Sultanate of Oman, Kuwait, and Qatar.
 HISTORY

Micromax started its mobile phone manufacturing operations in 2010 when multinationals ruled
the telecom industry. With an understanding of the rapidly changing consumer preferences
coupled with the use of the latest technologies; Micromax differentiated itself from the other
players with its pricing Everything started with a truck battery in the year 2007. In the powerless
city ofBaharampur in the Indian State of West Bengal, Mr. Rahul Sharma saw an AirtelPay
Phone being powered by a truck battery. Every night, the PCO owner would lug the battery
12 km to an adjoining village on his cycle, charge it there overnight, and lug it back to
Berhampur[11] in the morning. Rahul was fascinated by the nature of innovative adaptation to suit
the difficult conditions which thepayphone operator had employed and his interest only grew
when he found out that to everyone’s surprise, the operator was also able to earn a tidy sum of
money. Based on this experience of innovation arising from constraint, Micromax soon launched
its first phone with a month long battery back-up known as X1i. In 2011, Micromax entered the
phablet market with the Canvas series.

On 28 July 2011, Micromax withdrew its 4.66 billion rupees (about $106 million) initial public
offering(IPO) due to volatile market conditions. Bhagwati Products Limited is a Subsidiary unit
of Micromax which is located at Rudrapur,Uttarakhand.

In October 2013, Dhru Banthia and Manish Tuli, co-founders of Micromax, were arrested by
the Central Bureau of Investigation for allegedly bribing the Municipal Corporation of
Delhi officials for a banquet hall in the city. The MCD officials, allegedly caught while
accepting the bribe of Rs. 30 lakh, were also arrested from Timarpur area in north Delhi. CBI
sources received a tip-off that M agarwal and Tuli had entered a deal with the engineers of the
Delhi civic body to get clearance for construction of a banquet hall in the Wazirpur area in
exchange of bribe of Rs. 50 lakh with the price negotiated to Rs. 30 lakh. The judges have yet to
announce a verdict in the case.
 BOARD OF DIRECTORS

Microm ax Inform atics Lim ited INSIDERS ON Board Mem bers

Name (Connections) Relationships Title Age

Rahul Sharma 12 Relationships Co-Founder, Chief Executive Officer and 39

Executive Director

Vikas Jain 12 Relationships Co-Founder, Business Director, Executive 40

Director and Member of
Shareholders/Investors Grievance Committee

Sumeet Kumar 12 Relationships Co Founder, Director and Member of Audit 40

Committee

Other Board Members On Board Members

Name Type of Board

Relationships Primary Company Age
(Connections) Members

Sanjay Kapoor 61Relationships Chairman of Bharti Mobile Ltd. 53

B.Com, MBA the Board

Mahendra 18Relationships Member of the Indian Private Equity and 62

Swarup Board of Venture Capital Association
Directors

Amit Burman 42Relationships Member of the Dabur International Limited 46

MBA Board of
Directors

Ghyanendra 125Relationships Member of the Navitas International 73

Bajpai Board of Corporation
Directors

Ajit Nedungadi 29Relationships Member of the TA Associates Management, --

Board of
Name Type of Board
Relationships Primary Company Age
(Connections) Members

Directors L.P.

Naveen Wadhera 29Relationships Member of the Fractal Analytics Inc. --

Board of
Directors

Mohit Bhatnagar 27Relationships Member of the Sequoia Capital India 45

MBA,MS Board of
Directors

Vijay Gupta 24Relationships Member of the Darcl Logistics Limited 68

Board of
Directors
 COMPANY MISSSION VISION AND PHILOSOPHY

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.

MICROMAX group timeline

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.
 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.
 PRODUCT PROFILE OF MICROMAX

Put the pedal to the metal and let the Tru Octa Core processor of the Canvas Knight handle the
rest. Dive into an amazing world of High-Definition entertainment on the
12.7 cm FHD IPS screen. Click images on your Canvas Knight just by saying 'Cheese' or
'Capture'! Pump up the volume on the Yamaha Amplifier and discover more entertainment than
ever on the Android 4.2 Jellybean OS. The Android Jelly Bean teams up with the Tru Octa-Core
processor on the Canvas Knight to deliver a furiously fast performance.
Elegance CAN be Extraordinary

Portray the elegant side of you with the contemporary color tones of the Canvas Elanza! Keep it
chic with the Ebony Black; striking with an azure Blue; or Royal with a Coffee-Gold color!
Unravel a completely new perspective to life with lucid visuals on the 12.7 cm QHD screen.
Change the way you work and play with the powerful Dual Core processor. Flaunt a timeless
style statement wherever you go with the Micromax Canvas Elanza!
NEVER MISS A THING!

Surround yourself with vivid visuals in 262k colors on the 13.2 cm Touch Screen. Capture fun-
filled glimpses of the world around you with the 8 MP rear camera, and snap a new mood in
every selfie with the front camera. Flip between multiple apps and rule your world with the 1
GHz Dual Core processor. Show off your bold side with the stylish Blue flip cover and unfold
the true brilliance of life on your Micromax Bolt A075!
Canvas Turbo Mini

A200

POWERFUL CAN BE PETITE

Pack in a punch with the 1.3 GHz Quad Core processor housed in the ultra-lightweight
Micromax Canvas Turbo Mini. Challenge the photographer within using the amazing 8 MP
Camerazzi Rear Camera and 5MP Front Camera. Capture life in motion with the GIF generating
Cinemagraph and remove unwanted objects with the Object Eraser. Let your imagination unfold
on the striking HD IPS Screen. Backed by a powerful 1GB RAM, the ultra-light Canvas Turbo
Mini is packed yet petite!
Bolt A26

Lightning Fast

Super speed all your entertainment powered by the lightning fast 1Ghz processor in the Bolt
A26! Bite into the juicy Android Gingerbread 2.3.5 OS and experience rich colors splash their
hues on a 8.89cm full capacitive touch screen! Stay connected longer with its 1350 mAh battery
& share all your files on the move through Bluetooth 2.0 or over the Wi-Fi!
A27 Ninja

Swipe 'n' Share with Flash Transfer!

Share all the excitement with your friends 'n' family with a simple swipe to transfer images,
audio/ video files & more! Enter a rich world of apps with the Android 2.3 Gingerbread and
explore it all on an 8.89cm full-touch screen display powered by the 1GHZ processor!
 BRANCHES

Micromax India Regional Branch Offices Contact Details

If you are interested in contacting the nearby office or branch of Micromax India. Then you can
follow the below mentioned branch offices of your region.

Northern Region

Location Address Contact Numbers

Haryana Micromax house, 697, Udyog Vihar, Phone: 0124-4811000

Phase-V, Gurgaon, Haryana, India Fax: 0124-4009603

New Delhi Plot No 21/14, Block A, Naraina n/a

Industrial Area Phase II, New Delhi-
110028 India

Western Region

Location Address Contact Numbers

New Mumbai Plot no- 26, Sector 19E, Vashi, (Off to n/a
Palm Beach Road), Near Adlabs, New
Mumbai, Maharashtra – 400705

Ahmedabad 116/1384, Laxmi Kripa Flat, New AEC n/a

Cross Road,Narayanpura, Ahmedabad,
Gujarat – 380013

Southern Region

Location Address Contact Numbers

Secunderabad Bunglow # 179, Old Bowenpally, n/a

Behind HP Petrol Pump, Near Old
 Bowenpally Bus Stop, Secunderabad,
Andhra Pradesh – 500011

Bangalore 28, 20th ‘I’ Cross, Ejipura, Viveknagar n/a

Post, Bangalore, Karnataka – 560047

Cochin Pournami, 9/116/a, Opp.Lane no.12, n/a

Toc H High School Road Vyttila P.O,-
Cochin, Kerala – 682019

Eastern Region

Location Address Contact Numbers

Kolkata Netaji Nagar, “E” Block, P.O.- n/a

Ganganagar, Madhyamgram, Kolkata,
West Bengal – 700132
 RECENT LAUNCHES

NEW DELHI: With 4G deployment gaining pace in India, domestic handset maker Micromax
has said that it will beef up its portfolio of LTE-enabled handsets, with plans to add five new
smartphones in the next 2-3 months.

Micromax currently has two 4G devices in its portfolio, priced above Rs 12,000.

"There is a lot of interest around 4G. We will offer customers the features they look for at
affordable prices. We plan to add five new 4G devices in the next 2-3 months across price
points," Micromax chief marketing officer Shubhajit Sen said.

Handset makers are increasingly introducing smartphones that support 4G, which allows users to
access high-speed internet.

Currently, players like Airtel and Aircel offer 4G services in India while Reliance Jio has a pan-
India licence plans to launch its services soon.

According to a CMR report, over one million 4G devices, including smartphones, tablets and
data cards were shipped to the Indian market in the December 2014 quarter.

Rivals like Lenovo, Asus, Samsung and Xiaomi already have a line-up of 4G devices.
Micromax's online-only brand YU has two devices in its kitty, with both of them supporting
LTE.

LTE is a standard for wireless communication of high-speed data for mobile phones and data
terminals.

The company has launched a new 3G handset -- Canvas Xpress 2 -- priced at Rs 5,999,
exclusively with e-commerce firm Flipkart.
 RISK CONCERN

Micromax Privacy Guarantee

Micromax promises that we will not sell or rent your personal information to third parties for
their marketing purposes without your explicit consent. . From time to time we may reveal
general statistical information about our Web site and visitors, such as number of visitors,
number and type of goods and services purchased, etc. Your trust and confidence are our highest
priority.

Information we collect

When you use our Site, we collect and store your personal information from you. Our primary
goal in doing so is to provide a safe, efficient, smooth and customized experience. This allows us
to provide services and features that most likely meet your needs, and to customize our Site to
make your experience safer and easier. Importantly, we only collect personal information about
you that we consider necessary for achieving this purpose.

In general, you can browse the Site without telling us who you are or revealing any personal
information about yourself. Once you give us your personal information, you are not anonymous
to us. To fully use our Site, you will need to register using our online registration form, where
you may be required to provide us with your contact and identity information, residence / place
of business information, billing information, shipping information, bank account details and
other personal information as indicated on the forms throughout the Site. Where possible, we
indicate which fields are required and which fields are optional. You always have the option to
not provide information by choosing not to use a particular service or feature on the Site. You
may provide us with an Micromax ID.

We may automatically track certain information about you based upon your behavior on our site.
We use this information to do internal research on our users' demographics, interests, and
behavior to better understand, protect and serve our users. This information is compiled and
analyzed on an aggregated basis. This information may include the URL that you just came from
(whether this URL is on our site or not), which URL you next go to (whether this URL is on our
site or not), your computer browser information, and your IP address.
We use data collection devices such as "cookies" on certain pages of the Site to help analyze our
web page flow, measure promotional effectiveness, and promote trust and safety. "Cookies" are
small files placed on your hard drive that assist us in providing our services. We offer certain
features that are only available through the use of a "cookie". We also use cookies to allow you
to enter your password less frequently during a session. Cookies can also help us provide
information that is targeted to your interests. Most cookies are "session cookies," meaning that
they are automatically deleted from your hard drive at the end of a session. You are always free
to decline our cookies if your browser permits, although in that case you may not be able to use
certain features on the Site and you may be required to reenter your password more frequently
during a session.

Additionally, you may encounter "cookies" or other similar devices on certain pages of the Site
that are placed by third parties. For example, if you view a web page created by a user, there may
be a "cookie" placed within that web page. We do not control the use of cookies by third parties.

If you choose to buy on the Site, we collect information about your buying behavior. We also
collect other users' comments about you in our feedback area.

If you establish a account with us to pay the price of the purchases, we collect some additional
information, such as a billing address, a credit card number and a credit card expiration date and
tracking information from cheques or money orders. In addition to using the information to
fulfill your purchase order, we also retain some of that information in our customer database. We
use that information to track your order, to respond to your inquiries and to make subsequent
purchases you wish to make easier and faster. We also may use that information, from time to
time, to contact you concerning our products, services, sales or special promotions of Micromax
or our corporate affiliates.

If you choose to post messages on our message boards, chat rooms or other message areas or
leave feedback for other users, we will collect that information you provide to us. We retain this
information as necessary to resolve disputes, provide customer support and troubleshoot
problems as permitted by law. If you send us personal correspondence, such as emails or letters,
or if other users or third parties send us correspondence about your activities or postings on the
Site, we may collect such information into a file specific to you.
If you register for the Site on another web site or use a web site providing a service for
Micromax or a web site that helps facilitate your activity on the Site, that web site may provide
personal information about you and your transactions back to us.

Your privacy is very important to us. Be assured that, in accordance with our Privacy Policy,
Micromax does not sell or distribute our customer list to third parties. You should be aware,
however, that unscrupulous marketers can sometimes 'harvest' your email address directly from
your computer or another person's address book or even obtain your email address through
programs that automatically search web pages and email traffic for email addresses. Please note
that all email that originates from Micromax will either display the Micromax logo (HTML
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 SWOT ANALYSIS

Micromax Mobiles

Parent Company Micromax Mobiles

Category Mobile phone Handsets

Sector Telecommunication

Tagline/ Slogan Nothing like anything

USP Moderate functions at low price

STP

Segment Low-Medium range Basic Phones market

Target Group Low income consumers, Tier-2 cities, Villages

Replacing the Biggies like Nokia, Samsung from the low end
Positioning phones market. As a second phone

SWOT

1.Provide simple functions at much lower costs e.g.- Loud

speakers, wireless FM, ultra long lasting battery life
2.Regional languages support, Indian calendars, Torch
3.Most phones are dual SIM/Triple SIM phones
Strength 4.Due to Java support a lot of basic applications can be run
 5. Celebrity brand ambassadors have helped the brand grow

1.Limited market share due to intense competition and less global

presence
2.User interface for not so tech-savvy consumers compared to
Weakness Apple

1.Low-end phones market has become very competitive

2. Cut-throat competition has made Dual-SIM phones being
available
3.Can be used as simple second phones as well as cheaper smart
Opportunity phones

1.Threat from low price well known brands

Threats 2.Other lower end phones brands

Competition

1.Nokia Low-end Dual SIM phones

2.Lava phones
3.Samsung Guru Series
4.Maxx mobiles
Competitors 5.Lemon mobiles
 FUTURE PROSPECTUS

challenges for Micromax

In our previous article, we wrote how Micromax is climbing up the ladder to become the number
one mobile phone manufacturer in India. Micromax has several advantages in its favor including
value for money and a strong penetrative strategy. However, although it is climbing rapidly,
Micromax has many challenges ahead of it which has to be taken into consideration before we
declare Micromax as a future leader in Smart phones. In fact, the road ahead for Micromax is
even tougher. So what are the future challenges for Micromax in the Indian Smart phone market?

Rising competition – There are many companies vying for the smart phone market looking at the
amazing market potential. The recent entrant is motorola which has increased its product
portfolio thereby attracting new customers. The competition will only rise from here on and will
not drop. All these companies will likely use penetrating strategy. Thus the USP of Micromax
might be lost soon due to rising competition.

No originality – Consumers perceive Micromax to be a “me too” product or an imitating brand.

Which is actually true!! Although Micromax gives unique features, there are hardly any original
smart phones or features introduced or innovated by Micromax. All of them are imitated from
Samsung or Apple. Thus the originality in Micromax phones is missing.

Doubt about the main parts – With low pricing, comes the nagging doubt of whether the phone
is actually using good parts or not. In the recent years China has become comparatively reliable
when it comes to electronics. However, the main parts of the Micromax smart phone are still
under scrutiny. The screen of Micromax is known to break at slightest pressure and there are
similar other complaints about Micromax. Thus Micromax needs to improve on the quality front.
However, looking at the pricing, it will be the most difficult feat for Micromax to balance both –
quality and price.
Poor brand equity – The reason for the success of Samsung and Apple in the Smart phone
market is their brand equity. The Smart phone market is for the A grade customers. Without
brand equity, these smart phones would not have fared so successfully in the mobile market. To
build brand equity, Micromax needs to increase its branding activities significantly, including
ATL and BTL marketing activities. Micromax is overall a good smartphone, but many a time the
customer holds himself back because he has very few testimonials or incentives to buy
Micromax. People look down upo others who have bought Micromax because Iphone and
Samsung are the “In” thing when it comes to smart phones.
Price competition – Price competition can affect Micromax in two ways.
1. Any company can rise up tomorrow which gives phones at even lesser prices than Micromax
and still give the same features.
2. Due to increasing competition and poor hopes of catching up with Apple or Samsung,
Micromax suffers in its margins heavily thereby taking a hit in the bottom line of the
company.
The worst case scenario is both cases happening at once. Thus, fighting on the basis of only price
is a two edged sword and can hurt Micromax in turn as well.
So although Micromax has reached a fantastic growth level in the Indian market, this article
proves why Micromax needs to be on its toes and why it cannot be complacent. In fact, to climb
further up the ladder, Micromax might have to reorganize its strategy from the bottoms up.
 OBJECTIVES OF THE STUDY

1. To study about company organization.

2. To study about product port folio.
3. To study about product mix.
4. To study about company goal.
5. To study about swot analysis of the company.
 RESEARCH METHODOLOGY

MEANING OF RESEARCH

Research in common parlance refers to a search for knowledge. Once can also define search as a
scientific and systematic search for pertinent information on a specific topic. Infect research is an
art of scientific investigation. The advanced learner’s dictionary of current English lay down the
meaning of research as “A careful investigation or inquiry specially through search for new facts
in any branch of knowledge.”

This inquisitiveness is the mother of all knowledge and the method which man employs for
obtaining the knowledge of whatever the unknown can be termed and research.

What is research methodology?

It is the science that tells the method of doing research.it mainly consist of following steps;

 Developing research design.

 Determining the data collection.
 Developing sampling plan.
 Conducting field work.
Research in comman parlance refers to a search for knowledge .One can also define research as
a scientific and systematic search for pertinent information on a specific topic.The word research
has been derived from French word research means to search.

DEFINITION OF RESEARCH METHODOLOGY:

Research may be defined as “a careful investigation or enquiry specially through

search for new facts in any branch of knowledge” in a technical sense research comprise
defining& redefining problems, formulated making deduction & researching conclusion & at
least carefully testing the conclusion to determine weather they fit the formulating hypothesis.
RESEARCH DESIGN:

Research design is the conceptual structure within which research is conducted. It

constitutes the blueprint for collection, measurement and analysis of data. Tha design used for
carrying out this research is descriptive.

RESEARCH DESIGN USED IN THE SURVEY:

Considering the objectives of the study and also the importance of the decision it
was decided to undertake an exploratory survey.

DATA COLLECTION:

1. Secondary data-It is the data that is already been collected by someone else.
In this survey I used both primary and secondary data. All information collected through
questionnaire.

DATA SOURCES:

The sources of collection of secondary data are:

 Books
 Websites
 Magazine
 Brochure
ANALYSIS AND INTERPRETATION:
Data collection through questionnaire and personnel interview resulted in
availability of the desired information but these were useless until there were analyzed.
Various steps required for this purpose were editing, coding and tabulating. Tabulating
refers to bringing together similar data and compiling them in an accurate and meaningful
manner. The data collected by questionnaire was analyzed, interpreted with the help of
table, bar chart and pie chart.
SAMPLING PLAN

It is very difficult to collect information from every members of population as time and cost are
the major limitation that the researcher faces a sample 50 was taken the sample size of 50
individual where selected on the basis of convenient sampling techniques. The individuals were
selected in the random manner form sample and data were collected from research study.

NEED FOR SAMPLING

 Sampling remains the only way when population contain infinitely may members.
 Sampling remains the only choice when a test involves the destruction of the items under
study.
 DATA ANALYSIS AND INTERPRETATION

Q1. DO YOU HAVE A MICROMAX MOBILE?

YES 58%
NO 42%

42%
YES
NO
58%

According to survey we find that 58% customers are using Micromax Mobile while 42% are of
others.
Q2. WHICH RANGE OF MICROMAX MOBILES DO YOU HAVE?

10000-15000 17%
15000-20000 22%
20000-40000 38%
ABOVE 40000 23%

17%
23%

10000-15000
15000-20000

22% 20000-40000
ABOVE 40000

38%

According to customers 17% customers are having range of 10000-15000, 22% are of 15000-
20000, 38% are of 20000-40000 while 23% customers are having Micromax Mobiles from
above 40000 of range.
Q3.WHY DID YOU USE MICROMAX MOBILES?

PRICE 12%
FEATURES 52%
AVAILABILITY 16%
AWARENESS 20%

12%
20%

PRICE
FEATURES

16% AVAILABILITY
AWARENESS

52%

According to customers 12% customers are buying Micromax Mobiles because of its price, 52%
are of because of features, 16% are of by availability rest of by 20% awareness.
Q4. WHAT MADE YOU TO CHOOSE THE BRAND YOU USED NOW?

COST 8%
QUALITY 48%
SERVICE 12%
BRAND NAME 22%
FEATURES 12%
LOOK 8%

8% 8%

12% COST
QUALITY
SERVICE
BRAND NAME
22%
48%
FEATURES
LOOK

12%

According to customers 8% customers using Micromax Mobiles by its cost, 48% are of by its
quality, 12% are of by its service, 22% are of by its brand name, 12% are by its features and 8%
are of by its look.
Q5. ARE YOU SATISFIED WITH MICROMAX MOBILE?

YES 84%
NO 16%

16%

YES
NO

84%

According to survey we find that 84% customers are satisfied with Micromax Mobile while 16%
customers are not satisfied.
Q6.RATE THE MICROMAX MOBILE ACCORDING TO ITS PERFORMANCE?

BAD 4%
GOOD 32%
VERY GOOD 42%
EXCELLENT 22%

4%
22%

32%

BAD
GOOD
VERY GOOD
EXCELLENT
42%

According to customer we find that 4% customer rate Micromax Mobile as bad, 32% customers
rate as good, 42% says its very good while 22% says its excellent.
Q7. WHAT WAS THE MAJOR FACTOR THAT INFLUENCED YOUR BUYING
DECISION?

Advertisement 28%
Friend 42%
Family 10%
Retailers 20%

20%
28%
Advertisement
Friend
10%
Family
Retailers

42%

According to survey we find that 28% customers are influenced to buy Micromax Mobiles by
advertisement, 42% are of by friends, 10% are of by family while 20% are of by retailers.
 FINDINGS

 Inthis project we find that Micromax mobile is more popular in mobile market as
compare to other companies.
 Micromax leds are less in price in comparison to others.
 Micromax data card speed is more.

SUGGESTIONS

 Create more awareness of brand.

 Create link with international organizations.

 Hoardings at common places.

 Increase the portfolio and production capacity.

 Special schemes in different seasons of market.

 Instead of giving free Accessories, giving something free with the product.
 CONCLUSIONS
 Micromax in INDIA has always been driven by its Value-for-money strategy. The
company needs to identify critical success factory and work assiduously towards
achieving it.

 As the world grows to become one, many problems will arise that cannot be solved. One
of the primary challenges associated with globalization is balancing conflicting and
competing objectives. In the case of Micromax, it has faced such problems already and
how they have dealt with them is with flexibility and calmness. Despite what could be
higher costs, Micromax has chosen to stick with their human right codes and Standards of
Engagement rather than continue to be associated with subcontractors who treat works in
inhumane ways.
 BIBILIOGRAPHY

Reference Book-

1) Kothari C.R. Research Methodology

2) Kotlar Philip Marketing Management

3) Kotlar and Armstrong Principles of Marketing

4) Intelligent computing CHIP, Volume 1, Issue 3

website used-

1. www.in.Micromaxmobile.com

2. wap.in.Micromaxmobile.com

3. www.Micromax.org

4.www.chip-india.com