PROJECT REPORT

ON
Market Survey

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Certificate
This is to certify that ..bearing Roll Nois a student of class XII of the
heritage school.
She/He has successfully completed her/his project under my guidance and supervision towards
the fulfillment of the practical examination in business Studies conducted by the Central Board
of secondary Education for the year 2015-16.

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Acknowledgement
I would like to thank people who were part of this work in numerous ways. In particular, I wish
to thank <Mr./Ms.X>(Name of the Teacher), my project guides for their suggestions and
improvements in this project and providing continuous guidance at each and every stage of the
Project.
This project is submitted as a part of Practical examination included in the curriculum of CBSE
for all India Senior Secondary Certificate Examination.
I also would like to thanks CBSE for providing us such an interesting opportunity to see the
practical approach and applicability of concept learnt by us in the class room. I could clear many
doubts and understand the application of concept while collecting and analyzing the data. This
exercise created greater interest in the subject.

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1) Objective of estimating the demand

Focus on urban market specially youth 18-25 years Micromax is Focusing on smart
phones and tablets. As smart phone is going to be the future of mobile market, Micromax
has started focusing on smart phones. It has decided to launch more smart phones in the
market.
To start new plant and reach market share of 20%: To increase market share, it is essential
to increase production capacity. Micromax has plans to start a new plant in TamilNadu.
With the help of this new plant, it will be able to reach market share of 20%. Focus on
international markets: On making strong focus on rural market and urban market in
India, Micromax needs to expand to international markets and enter into neighboring
Indian countries, south African countries etc.

2) Innovative suggestion for product improvement

Delivering the right value at the right price seems to be the core of the companys
strategy. It does this by ensuring it has enough offerings in a hyper-competitive market
and basing its products on off-the-shelf technology (which is always cheaper than a
proprietary one). And, finally, it hasnt ignored the other Ps of MARKETING either and
has enough reach (130,000 retail outlets in 560 districts across India) and spends a lot on
advertising.
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.
Micromax India's dream 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
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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.

3) Packaging
Micromax Informatics Limited, countrys leading handset maker, today added yet another
feather to its kitty with the launch of its Joy series, offering disruptive pouch packaging
and great value offering for consumers.
The company unveiled its first two handsets in the seriesX1800 and X1850, first ever
pouch packaging phones in the market offering unparalleled value to consumers.
Commenting on the launch, Vineet Taneja, CEO, Micromax Informatics Limited, said,
We introduce products which offer great value to the consumers. With the launch of Joy
series, we have taken a lead yet again by offering a unique combination of innovative
packaging and great value through our offerings.
Featuring a colored screen, camera and other essentials like FM radio, alarm clock,
flashlight and more, both the devices bring meaningful innovations and features at
affordable price point. Micromax Joy X1800 priced at Rs 699, equipped with a 4.49 cm
colored screen, durable body and a camera. The device also packs an efficient battery to
give consumers up to 235 hours of standby. The X1800s tough, dust-proof keypad makes
quite

style

statement

while

offering

great

value

to

consumers.

The Micromax Joy X1850 priced at Rs 749 comes with 4.49 cm colored screen, which
enables the consumers to stay connected to their loved ones. With 1800 mAh battery, the
device delivers a whopping 25 days of back up promising continuous connectivity to the
consumers. With 4 GB expandable memory, Bluetooth and more, the device facilitates
best connectivity at this unique price point. Consumers can also tune into their favorite
radio stations and enjoy unlimited music on the go. The durability and long battery life of
the devices make them ideal for consumers seeking a back-up device.

4) Label

This is a logo owned by Micromax Informatics for Micromax Mobile.

5) Price

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6) Pricing strategy
The activities of a company associated with buying and selling a product or service. It
includes advertising, selling and delivering products to people. People who work in
marketing departments of companies try to get the attention of target audiences by using
slogans, packaging design, celebrity endorsements and general media exposure. The 4 'Ps'
of marketing are product, place, price and promotion.
There are many marketing strategies. The great thing about this is that there is no one
way to achieve success. An organization's strategy that combines all of its marketing
goals into one comprehensive plan. A good marketing strategy should be drawn from
market research and focus on the right product mix in order to achieve the maximum
profit potential and sustain the business. A strategy is a long-term plan to achieve certain
objectives. A marketing strategy is therefore a marketing plan designed to achieve
marketing objectives. For example, marketing objective may relate to becoming the
market leader by delighting customers. The strategic plan therefore is the detailed
planning involving marketing research, and then developing a marketing mix to delight
customers. Every organization needs to have clear marketing objectives, and the major
route to achieving organizational goals will depend on strategy. It is important, therefore,
to be clear about the difference between strategy and tactics. These terms originate from
military use (military strategy before and during a military campaign is the general policy
overview of how to defeat the enemy). Developing a strategy involves establishing clear
aims and objectives around which the framework for a policy is created. Having
established its strategy, an organization can then work out its day-to-day tools and tactics
to meet the objectives. Marketing can thus be seen as the process of developing and
implementing a strategy to plan and coordinate ways of identifying, anticipating and

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satisfying consumer demands, in such a way as to make profits. It is this strategic

planning process that lies at the heart of marketing.
Pricing strategy is at the core of Micromax marketing strategy and is aimed at providing
quality phones at an affordable price. So the company has adopted a penetration pricing
strategy at both rural and urban market. The company realizes that pricing the product at
a lower rate increases its market share and fends off the competition coming from giants
like Nokia, Apple Samsung, among others. In fact, the success or failure of Micromax is
solely dependent on the pricing of the smart phones.
The company has long term plans and wants to expand its growth to other Asian
countries. It is planning to come with an IPO in later part of the year proceeds of which it
aims to incur in R&D and setting up of state of the art manufacturing units apart from
expanding its presence to the other parts of the world.
The Marketing mix of Micromax proves why Micromax has grown by leaps and bounds
in India. Micromax Mobile was founded in 1991 by Rajesh Agarwaand who used to work
as a computer hardware distributor. Rajesh was joined by three more Indians called Rahul
Sharma, Sumit Arora and Vikas Jain in 1998 as co-founders. The four joined hands in
transforming the company from a mere distributor to a telecommunication equipment
marketer. And in 2008, Micromax joined the mobile handset market.
By 2010, the company had grown to become one of the largest Indian mobile handset
companies and it differentiated itself by offering feature rich smart phones at
very affordable prices. The company has ensured it survives the market by adapting to the

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changing market dynamics through the introductions of feature-rich smartphones and

phones that are mostly a me too product and enter the market at an aggressive price.
The company enjoys an impressive 22% market share in the smartphone segment in
India, thanks to its excellent marketing mix.

Promotions in the Marketing mix of Micromax

As already mentioned, Micromax has already gained traction in terms of penetrating the
Indian mobile market which currently stands at 22%. Now the company is engaged in a
marketing strategy that will help it create awareness for its products. For instance, it is
trying to use Bollywood celebrities and MTV to publicize its brand image. Wolverine
fame Hugh Jackman was roped in recently as its brand ambassador signaling the
companys intentions to expand its presence to the west and tap the overseas market in
coming days.
The company has also partnered with other companies like Yamaha, which it uses to
enhance their audio experiences. It is also worth mentioning that Micromax uses online
marketing, print and TVC advertising and billboards to advertise its products. Point of
purchase advertising is also a strong feature of Micromax.

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7) Price to retailer & wholesalers

In the world of mobile phones, there is a simple rule to lure customers - give the best
technology & innovation at affordable prices, and the brand can rule the roost. Micromax
mobiles seem to follow this code as the brand has captured major MARKET share as
well as mind share in India. Today, Micromax mobiles are leading the mobile
MARKET in India by launching the best smart phones at the most affordable price. Own
a Micromax mobile now and be the part of mobile revolution in India.

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8) Price for different segment

Mobile Phone

FlipKart

Snapdeal

HomeShop18

Micromax Canvas Knight216 GB

16400

15,599

15,520

Micromax Canvas Nitro 2

16GB

10,093

11,000

11,200

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9) Place
The company employs a unique marketing strategy that targets the Indian market
position. One strategy that it used very successfully was that it targeted the rural market
when it started out. This was a unique strategy considering the fact that most companies
start with the urban market before penetrating the rural markets. The first phone to be
launched in the rural market was called Micromax X1i, a very unique brand that featured
good battery backup. This hinged on the general consumer insight that rural folks
normally have problems with electricity and producing a battery that lasts much longer
would be a big success.
The success of this first phone triggered the company to make significant steps in
entering the market despite the many challenges it had to face in penetrating the rural
market. The problem of logistic was solved by setting up an elaborate distribution
network comprising of 450 distributers and more than 50,000 retailers. One of the
highlights of the companys distribution strategy is that it made the distributors pay for
the products in advance but offered generous margins as incentives in return. For those
who did not make advance payments, they received thinner margins.
However, Micromax faces stiff competition from established brands like Nokia,
Samsung, Apple, Spice, Karbon and cheap Chinese manufactured phones. Another issue
which it faces during distribution is that it is not able to match the surge in demand and is
several times found to be unavailable in the market, in case the purchase rises. Thus
manufacturing needs to increase if it wants to keep its distributor base happy.

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10)

Transportation

Transport or transportation is the movement of people, animals and goods from one
location to another. Modes of transport include air, rail, road, water, cable, pipeline, and
space. The field can be divided into infrastructure, vehicles, and operations. Transport is
important since it enables trade between peoples, which in turn establishes civilizations.
Transport infrastructure consists of the fixed installations necessary for transport, and
may be roads, railways, airways, waterways, canals and pipelines, and terminals such as
airports, railway stations, bus stations, warehouses, trucking terminals, refueling depots
(including fueling docks and fuel stations), and seaports. Terminals may be used both for
interchange of passengers and cargo and for maintenance.
Vehicles traveling on these networks may include automobiles, bicycles, buses, trains,
trucks, people, helicopters, and aircraft. Operations deal with the way the vehicles are
operated, and the procedures set for this purpose including financing, legalities and
policies. In the transport industry, operations and ownership of infrastructure can be
either public or private, depending on the country and mode.
Passenger transport may be public, where operators provide scheduled services, or
private. Freight transport has become focused on containerization, although bulk
transport is used for large volumes of durable items. Transport plays an important part in
economic growth and globalization, but most types cause air pollution and use large

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amounts of land. While it is heavily subsidized by governments, good planning of

transport is essential to make traffic flow, and restrain urban sprawl.

Type
Air

A fixed-wing aircraft, commonly called airplane, is a heavier-than-air craft where

movement of the air in relation to the wings is used to generate lift. The term is used to
distinguish from rotary-wing aircraft, where the movement of the lift surfaces relative to
the air generates lift. A gyroplane is both fixed-wing and rotary-wing. Fixed-wing aircraft
range from small trainers and recreational aircraft to large airliners and military cargo
aircraft.
Two things necessary for aircraft are air flow over the wings for lift and an area for
landing. The majority of aircraft also need an airport with the infrastructure to receive
maintenance, restocking, refueling and for the loading and unloading of crew, cargo and
passengers. While the vast majority of aircraft land and take off on land, some are
capable of takeoff and landing on ice, snow and calm water.

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The aircraft is the second fastest method of transport, after the rocket. Commercial jets
can reach up to 955 kilometres per hour (593 mph), single-engine aircraft 555 kilometres
per hour (345 mph). Aviation is able to quickly transport people and limited amounts of
cargo over longer distances, but incur high costs and energy use; for short distances or in
inaccessible places helicopters can be used. As of April 28, 2009 The Guardian article
notes that, "the WHO estimates that up to 500,000 people are on planes at any time."
Rail

Rail transport is where a train runs along a set of two parallel steel rails, known as a
railway or railroad. The rails are anchored perpendicular to ties (or sleepers) of timber,
concrete or steel, to maintain a consistent distance apart, or gauge. The rails and
perpendicular beams are placed on a foundation made of concrete, or compressed earth
and gravel in a bed of ballast. Alternative methods include monorail and maglev.
A train consists of one or more connected vehicles that run on the rails. Propulsion is
commonly provided by a locomotive, that hauls a series of unpowered cars, that can carry
passengers or freight. The locomotive can be powered by steam, diesel or by electricity
supplied by trackside systems. Alternatively, some or all the cars can be powered, known
as a multiple unit. Also, a train can be powered by horses, cables, gravity, pneumatics and
gas turbines. Railed vehicles move with much less friction than rubber tires on paved
roads, making trains more energy efficient, though not as efficient as ships. Intercity
trains are long-haul services connecting cities; modern high-speed rail is capable of
speeds up to 350 km/h (220 mph), but this requires specially built track. Regional and
commuter trains feed cities from suburbs and surrounding areas, while intra-urban
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transport is performed by high-capacity tramways and rapid transits, often making up the
backbone of a city's public transport. Freight trains traditionally used box cars, requiring
manual loading and unloading of the cargo. Since the 1960s, container trains have
become the dominant solution for general freight, while large quantities of bulk are
transported by dedicated trains
Road

A road is an identifiable route, way or path between two or more places. Roads are
typically smoothed, paved, or otherwise prepared to allow easy travel; though they need
not be, and historically many roads were simply recognizable routes without any formal
construction or maintenance. In urban areas, roads may pass through a city or village and
be named as streets, serving a dual function as urban space easement and route.
The most common road vehicle is the automobile; a wheeled passenger vehicle that
carries its own motor. Other users of roads include buses, trucks, motorcycles, bicycles
and pedestrians. As of 2002, there were 590 million automobiles worldwide.
Automobiles offer high flexibility and with low capacity, but are deemed with high
energy and area use, and the main source of noise and air pollution in cities; buses allow
for more efficient travel at the cost of reduced flexibility. Road transport by truck is often
the initial and final stage of freight transport.

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11)

Warehousing

A warehouse is a commercial building for storage of goods. Warehouses are used by

manufacturers, importers, exporters, wholesalers, transport businesses, customs, etc. They
are usually large plain buildings in industrial areas of cities, towns and villages.
Historically warehouses were a dominant part of the urban landscape from the start of
the Industrial Revolution through the 19th century and into the twentieth century. The
buildings remained when their original usage had changed. There are four identifiable
types of warehouses The cotton industry rose with the development of the warehouse,
and all five types were represented in Manchester in the United Kingdom. Warehouses of
that period in Manchester were often lavishly decorated, but modern warehouses are
more functional.
Warehouse allow transport optimization along the supply chain, and allow companies to
work with an optimal inventory (economic order quantity) regarding service quality. For
example, at the terminal point of a transport system it is necessary to stockpile produce
until a full load can be transported. Warehouses can also be used to store the unloaded
goods from the vessel.
In industries whose goods require a period of maturation between production and retail,
such as viniculture and cheese making, warehouses can be used to store the goods in
large quantities.
Micromax warehousing is Regional Warehousing Incharge, 9/52/1, Kirti Nagar, Kirti
Nagar, New Delhi, Delhi 110015

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