[1]

Netaji Subhash Institute of Business Management

APPROVED BY AICTE, MINISTRY OF HRD, GOVT OF INDIA POKHARI, JAMSHEDPUR, JHARKHAND AFFILIATED TO

KOLHAN UNIVERSITY

CERTIFICATE
This is to certify that the dissertation report titled DATA SAMPLING & SALES PROMOTION MICROMAX MOBILE is being submitted by Mr. Sandip Kumar , in partial fulfilment of the requirements for the award of the degree of MASTER IN BUSINESS ADMINISTRATION (Marketing and HR Management) of N.S.I.B.M. Jamshedpur. This is a bonafide record of the work carried out by him under our guidance and supervision. Further certified that this work has not been submitted for the award of any other degree or diploma.

PROF. S.S.GEOL
Lecturer, Manager Marketing, Micromax Mobile Netaji Subhash Institute of Jharkhand Business Management, Jamshedpur.

Rabudin
Area

[2]

DECLARATION

I do hereby declare that this piece of project report entitled DATA SAMPLING & SALES PROMOTION OF MICROMAX MOBILE RETAIL OUTLETS IN DUMKA, PAKUR, SHAHIBGANJ, GODDA & BARHAIT for partial fulfillment of the requirements for the award of the degree of MBA is a record of original work done by me under the supervision of RABUDIN (Area Manager of Micromax Mobile phone) and guidance of Prof. S.S.GEOL, Netaji Subhas Institute Of Business management This project work is my own and has neither been submitted nor published elsewhere.

PLACE: JAMSHEDPUR DATE: 15 July2010

Signature of the student.

Sandip Kumar

[3]

ACKNOWLEDGEMENT
This is to great opportunity for me to have got a chance of expressing my deep felt gratitude to the person for helping me out with my project work .These are the people with some abilities and characters but most important they have proven to be a fabulous human being, always open to help others, has been an inspirational source throughout my project work. Among these are my family members, teachers, and my friends. My faculty guide with whose support and blessings. This project would have never been a reality. Geol Sir, my faculty guide and in charge of this project has provided valuable inputs and guidance. My company guide, Rubudin was always there in times of need and has always encourage me even when I was not able to generate business for a long silence, and provided me all those necessary information regarding the company and the products. I also acknowledge Prof. S.B. Sharan who is the Director of Netaji Subhas Institute of Business Management. Last but not the least my parents who are an icon of strength for me and were and will always be there for me.

THANKING YOU

SANDIP KUMAR
[4]

EXECUTIVE SUMMARY
The purpose of the study is to know the market position which will be more valuable to the company. The study involves to the people in understanding the quality power, power quality products. In addition it also helps to understand the cost effects of the products which is prevailing in the market.

This study first gives the brief introduction of the company. Then it gives the market position which is done through data collection and data analysis. It also gives the necessary change that the company has to go for.

Finally through this project we came to know that there is a great scope of Micromax Mobile in the market. Also we found that the products are cost effective than others product.

[4]

CHAPTER SCHEME SL. NO INTRODUCTION Certificate from company. Certification. Declaration. Acknowledgement. Executive Summary.
PROFILE OF THE COMPANY.
1.1 Introduction of the company. 1.2 Founder of the organisation. 1.3 Mission & vision. 1.4 Product profile. 1.5 Distribution channel. 1.6 Importance of the study. 1.7 Objectives of the study. 1.8 Scope of the study.

PAGE NO
1 2 3 4 5 8 9 11 12 13 15 16 17 18 19 20 21 24 25 26 28 31

CHAPTER: 1

CHAPTER : 2

SALES PROMOTION.
2.1 Introduction of the sales promotion. 2.2 Marketing of Micromax Mobile 2.3 Segmentation of market. 2.4 Target market of Micromax Mobile. 2.5 Marketing mix. 2.6 Customised product.

CHAPTER : 3

TOOLS & TECHNIQUES OF SALES PROMOTION.

[3]

3.1 Distributers promotional tools. 3.2 Retailers promotional tools. 3.3 Customers promotional tools. 3.4 Selling technique of salesman. 3.5 Advertising specialities.

32 33 33 35 35

SL. N0

INTRODUCTION
3.6 Purpose of sales promotion. 3.7 Objectives of sales promotion.

PAGE NO
37 38 39 40 41 42 44 45 46 47 58 59 60 63 66 71

CHAPTER: 4

RESEARCH METHODOLOGY.
4.1 Meaning of research. 4.2 Primary data. 4.3 Secondary data. 4.4 Types of study.

CHAPTER: 5

DATA ANALYSIS & INTERPRETATION.

5.1 Techniques applied. 5.2 Data interpretation. 5.3 Swot analysis.

CHAPTER: 6 CHAPTER: 7 CHAPTER: 8 CHAPTER: 9 CHAPTER: 10

CONCLUSION. LIMITATIONS. SUGGESTION. ANNEXURE. BIBLIOGRAPHY.

[3]

CHAPTER 1.

PROFILE

OF

THE

COMPANY.

[4]

INTRODUCTION OF THE COMPANY.

Micromax is one of the leading Indian Telecom Companies with 23 domestic offices across the country and international offices in Hong Kong, USA, Dubai and now in Nepal. With a futuristic vision and an exhaustive R&D at its helm, Micromax has successfully generated innovative technologies that have revolutionised the telecom consumer space. Micromax has a lot of firsts to its credit on their versatile product portfolio. It was the first to introduce: Handsets with 30 days battery backup, Handsets with Dual SIM / Dual Standby, Handsets Switching Networks (GSM - CDMA) using gravity sensors, Apparitional Qwerty Keypad Handsets, Operator Branded 3G Handsets, OMH CDMA Handsets, etc With a 360 degree advertising and marketing strategy sketched out, the company has an optimistic outlook for the telecom consumer space. Currently present in more than 40,000 stores across the country, the company plans to have an aggressive
[4]

market incursion to reach out to its customers through 70,000 operational stores in the coming year. One of the major aspects that contribute towards the substantial monthly growth of Micromax is its 80% sales in the rural areas. After building a strong presence in the rural market, where the prominence of both subscribers and operators is rapidly increasing, Micromax is now progressively moving towards establishing its foothold in the competitive urban towns as well. With young enthusiasts as its anchor, Micromax Informatics Limited has created a niche for itself in the telecommunication industry. Micromax ventured into the telecommunication industry with an end-to-end solution of Fixed Wireless Devices and Wireless Data Cards. In the year 2008, after delivering upon the technology of fixed wireless-powering desired products, the company forayed into one of the most predominant genres of telecommunication Mobile handsets. Since then Micromax has received commendable response for its unique and interesting handsets. Innovation, Cost-Effective, Credible and an Insightful R&D, have now become synonymous to Micromax in the telecom vertical. Today Micromax has become a brand which people relate and look up to for realizing their individual device preferences and other out-of-the-box solution.

[4]

FOUNDER OF ORGANISATION.

As I came to know that it is a partnership business. The founder of the business were the four partners namely Mr Rajesh Agarwal Mr Sumit Arora Mr Rahul Sharma Mr Vikash Jain

Mr Vikash Jain who is the business director of the company.

[4]

Mission: To successfully overcome the technological barriers and constantly engender life enhancing solutions.

Vision: The Companys vision is to develop pathbreaking technologies and efficient processes that incubate newer markets, enliven customer aspirations and continue to make Micromax a trusted market leader amongst people. The Micromax ideology stems from its rooted belief in Innovation and delivering nothing short of the best.

COMPANYS PRODUCTS PROFILE.

[4]

X1i X2i

X250 Q3

[4]

GC255 X555

Q1 Red X235 Universal

[4]

DISTRIBUTION CHANNEL.
Micromax makes its products available to the customer by both retailer outlet and online distribution.

Manufacturer

Manufacturer

Manufacturer Company

Company.

Company.

Super Distributor [5]

Distributor

Retailers Outlet

Consumers

IMPORTANCE OF THE STUDY

1.To know the past and present state of financial position of the company. 2.To know where the company stands.

[3]

3.To study the relationship between any two transaction of the study unit. 4.To know consumers preference towards the company.

[3]

Objective of the Study

Project Title: Data Sampling and Sales Promotion of Micromax Mobile in Retail outlets in Dumka, Pakur,Sahibganj,Godda
and Barhait.

Primary Objective:

To study the customer awareness about Micromax Mobile in Mobile Stores;

To enhance the sale of Micromax Mobile in Mobile Store through Sales Promotion;

Secondary Objectives

To analyze the customer buying behaviour. To find out the satisfaction level of the Micromax mobile customers at Mobile Store.

To study the effect of event and promotion.

To make various suggestion on the improvement of Micromax Mobile in Mobile Store.

To forecast the future sales of the companys products. To find out ways and means to increase the profitability of the company.
[3]

 To know the reason for the loss of inventory.

Scope:
Study is restricted to various parts of Jharkhand

which includes: Dumka, Sahibganj, Pakur, Godda and Barhait. Time frame-there is limited time of two months 15 May to15July 2010. Analyze the consumer buying behaviour at Mobile Store.

. The study will helps to the company for identifying the customers needs and wants. . This study will give the information about the Micromax mobile market.

[3]

CHAPTER-2

SALES

PROMOT ION.

[4]

INTRODUCTION.
Sales promotion stands for various activities the company undertakes to communicate and promote its product to the target market. It involves communication programs that is direct marketing, advertising, sales promotion, Public relations and motivation of sales force. To the customer this tool provides knowledge and information.

The short term incentive to encourage trial or purchase of a product or service refers to sales promotion. Since sales promotion directly push up the sales, increasing number of companies are undertaking sales promotion activities.

[5]

MARKETING OF MICROMAX MOBILE

A process by which individuals and groups obtain what they need and want through creating, offering and exchanging products of value with others.
Two major factors of marketing are the recruitment of new customers (acquisition) and the retention and expansion of relationships with existing customers (base Management).

Once a marketer has converted the prospective buyer, base management Marketing takes over. The process for base management shifts the marketer to building a relationship, nurturing the links, enhancing the benefits that sold the buyer in the first place, and improving the product/service continuously to protect the business from competitive market.

Strategic marketing attempts to determine how an organization competes against its competitors in a market place. In particular, it aims at generating a competitive advantage relative to its competitors.

Operational marketing executes marketing functions to attract and keep customers and to maximize the value derived for them, as well as to satisfy the customer with prompt services and meeting the customer expectations.

[4]

Marketing Communication-

Advertising
[4]

Reaches large, geographically dispersed audiences, often with high frequency; Low cost per exposure, though overall costs are high; Consumers perceive advertised goods as more legitimate; Company may Builds brand image by advertising.

Personal Selling

Most effective tool for building buyers preferences, convictions, and actions; Personal interaction allows for feedback and adjustments; Relationship oriented; Buyers are more attentive; Sales force represents a long-term commitment. Most expensive of the promotional tools Sales Promotion

May be targeted at the trade or ultimate consumer; Makes use of a variety of formats: premiums, coupons, contests, etc.; Attracts attention, offers strong purchase incentives. Public Relation

[4]

Highly credible; Very believable; Many forms: news stories, news features, events and etc.; Reaches many prospects missed via other forms of promotion. Direct Marketing

Many forms: Telephone marketing, direct mail, online marketing, etc.; Four distinctive characteristics: Non-public, Immediate, Customized, Interactive; Well-suited to highly-targeted marketing efforts.

SEGMENTATION MARKET
Categorising of people, it is a process which every company looks for. Perception of the common people by income, saving, expenditure, etc. Simply we can say the division of the customers on the basis of income, age, culture, savings etc. Fragmentation of the market.

In the place like dumka, pakur, godda, sahibganj and barhait there are...... Age group Percentage 45% 35% 12% people

15---25 26---45 46---60

[3]

So there are huge numbers of people of buying Micromax mobile.

TARGET MARKET OF MICROMAX MOBILE.

The distributor GUPTA TRADERS ( Mahesh kr.gupta) in sahibganj has distributed 500 piece of handset in the month of May 2010 to the various retailers outlet of sahibganj and related market to sahibganj. Mr Mahesh gupta had targed that more than 500 piece of handset will be distributed in the month of June 2010.

On the other hand the distributor A.P.S.ENTERPRISES (Mr.SALIL SINGH) of DUMKA had distributed aprox 600 handset to the retailers outlet of Chaibasa in the month of May2010 and targeted to more than 600 pieces for the month of June2010.

This target could be achieved easily if the company goes for sales promotion and could be forecasted more target in future.

[4]

MARKETING MIX
Two major factors of marketing are the recruitment of new customers (acquisition) and the retention and expansion of relationships with existing customers (base management). Once a marketer has converted the prospective buyer, base management marketing takes over. The process for base management shifts the marketer to building a relationship, nurturing the links, enhancing the benefits that sold the buyer in the first place, and improving the product/service continuously to protect the business from competitive market. Once a firm selects a target market it must develop a marketing mix. Marketing mix is the set of marketing tools that a firm uses to reach the target market. The tools of marketing mix are as..

Marketing mix

Price Product

Promotion

Place

[3]

1. PRODUCT. Micromax products offers dual sim, 30 days standby battery backup, Mp3, FM, dual speaker, Qwerty keypad, LCD video player, Bluetooth, memory, 2 mega pixel camera, LCD touch flow screen, opera mini Browser, Push mail, MS-office, etc.

2. PRICE. The products are price in the range of Rs 1150-----Rs 8000.

3. PROMOTION. The Micromax mobile entered the Indian market with grand style. The company has used a very vibrant colour to relate itself with the target market. A part from traditional media, internet, and outdoor, advertising has been used wisely to attract the target audience.

4. PLACE. The focus of Micromax products on customer acquisition has so far been covers all the cities of India. The products are almost available to all the retailers outlet.

[4]

CUSTOMISED PRODUCTS FOR INDIA.

Products available along with features for Indian market are as follows..

[4]

MODE L

HANDSETS FEATURES

X1i+ X2i X114 X260 X116 Q7 X225 X250

Q3

30 Days Standby Battery Backup,Mp3,Dual tracker,17Hours talktime,Expandable Upto 2GB

Sim,F.M,Dual

Speaker,

Theft

30 Days Battery Backup,Mp3,Dual Speaker,Camera, talktime,Stereo FM,Expandable Upto 2GB

Theft

tracker,14Hours

Dual Sim,LED Torch,Multi Format Music Player, Stereo FM,GPRS/WAP/MMS,Voice Recorder,Expandable Memory 2GB Dual Sim,Wireless F.M,Torch,Mp3,Motion Sensor,2 GB Expandable Memory,Digital Camera,Video player 30 Days Standby Backup,Mp3,Expandable Upto 8GB, 17Hours Talk time,Twin Led Torch,FM GPRS/WAP Qwerty Keypad,Dual sim,2 MPX Camera,Chatting,Email,Stereo Phone,Bluetooth,Memory Upto 2GB Wi-Fi Enabled Dual GSM-Dual Standby, Vibration Speakers,Camera,FM Expandable Upto 8GB,Multi effect user interface Dual GSM,Vibration Speakers,Twin LED Antenna,Mp3 Player,Expanable Upto 8GB Torch,Stereo FM,Speaker

Radio,Mp3

Player,

FM

with

Telescopic

Qwerty Keypad,Dual GSM,1.3 MPX Camera, Chatting,Email,Stereo FM,Speaker Phone,Bluetooth,Expandable Upto 8GB Dual Sim,F.M,1.3 Mega Pixel Camera,Video Speaker,3.5 MM Jack for External outputs 3G Phone,Video Player,2 Mega Pixel Dual Memory,Video call,Motion Sensor,Long Battery player,Wolfson and Yamaha

X360 H360 Q2 Q5 X2 15 X2i+ X118 X220 Q1 X111 Q55

Camera,Mp3,8GB

Expendable

Qwerty keypad,Dual GSM,1.3 MPX Camera,Chatting,Email,Stereo FM,Speaker Phone,Bluetooth,Mem Upto 8GB Qwerty Keypad,Dual sim,2 MPX Phone,Bluetooth,Memory Upto 2GB Camera,Chatting,Email,Stereo FM,Speaker

Dual Sim,LED Torch,Music Player, Stereo FM,GPRS/WAP/MMS,Video Player,Memory Upto 2GB 30 Days Battery Backup,Mp3,Torch,Camera, Theft tracker,14Hours talktime,Stereo FM,Expandable Upto 2GB Long Battery,Mp3,8Hours talktime,WirelessStereo Sim,1.8LCD,Torch,Video Player,3.5MM jack FM,Dual

Slider phone,Dual Sim,Torch,Mp3,Camera,FM,Long Battery,1.9LCD,Memory upto 2GB,Video Player Qwerty Key Pad,Long Battery,Mp3,6Hours talktime,FM,Dual Sim,2.0LCD,Video Player,Memory upto 4GB Single Sim, gsm Color Phone, FM Radio, Qwerty Keypad,Dual sim,2 MPX Phone,Bluetooth,Memory Upto 2GB, Camera,Chatting,Email,Stereo FM,Speaker

[5]

Latest launched products are

1.

Q55..bling-on touch launch Facebook, Multiinstant Messenger, 2MP Camera, Preloaded Opera Mini browser, etc.

2.

Q7.. Qwerty keypad, Dual sim, 2MPX Camera, chatting, Email, stereo FM, speaker phone, Bluetooth, Memory up to 2GB,wi-Fi Enabled. W900..Windows phone,2Mega pixel camera,Mp3,FM,1500Mah Battery,3LCD,Touch flow screen, Memory up to 4GB,video player GPS, Opera mini Browser, push mail, MS-office. X235..Remote phone, Digital camera,Mp3,FM,1000Mah Battery, 1.8LCD Memory up to 2GB,video player

3.

4.

[6]

CHAPTER-3

TOOLS & TECHNIQUES OF SALES PRO MOTION.

SALES PROMOTION TOOLS.

[4]

There are a number of tools and techniques of sales promotion which can be used by the company to accomplish the sales promotion objectives. Some of the main tools are as follows-

Distributors promotional tools.

The company should have such a technique that if the distributor can distribute 1200 piece of handset of Micromax in a month, then you will get 5 points and if you can get such 100 points then we will provide you a Hero Honda Super Splender. This will motivate the distributors a lot. To achieve such point the distributors should play game with the retailers. The game is as under:

[3]

Retailers promotional tools.

Now the distributors should target the retailer that if you can sold 200 piece of handset of Micromax in a month then you will get 1% discount plus you will get 5 points and if you can get such 100 points you will get a bicycle.

Consumer promotional tools:

a) Samples:
These are the product the company used to offer to the selected customer for trial of the product. This technique invite the prospective customer to try the product without cost or at a lower cost in the hope that they will buy the product. Samples may be free or discounted.

b)

Coupons:
Coupons are certificate that gives buyers a saving when they purchase a specified product. Coupons can be mailed, placed in advertisements or can included in other products.

c) Rebates:
It is a cash refunds offer. This technique says that to refund part of purchase price of a product to its customer who send a proof of purchase to the manufacturer. These are like coupons except that the price reduction occurs after the purchase and not at the point of sale.

[4]

d) Price packs:
Price packs offer consumer savings by way of reducing price that are marked by the producer directly on the package.

e) Premiums:
These are the goods offered to the consumer on a instalment basis. Premiums may be in-pack or on-pack.

f) Prizes:
These are the offer of chance to win something such as cash, trips, or some goods by luck or through extra efforts. Contests of talent and sweepstakes or draw the most popular prize offering promotion.

g) Tie-in promotions:
It is a process of two or more brands or companies that team up in coupon, refunds or contests to increase their pulling power. Micromax mobile must tie-up with all the service providing companies like Airtel, Aircell, Reliance, BSNL,Hunch,Idea, Docomo,Uninor,etc.

h) Cross promotion:
Cross promotion involves using on brand to noncompeting brand.

[4]

SELLING TECHNIQUE OF SALESMAN

If the retailer takes goods of Rs 5000 and payment is made on cash then the salesman gives him 1% discount, but if the payment is made by cheque then no discount is given. Similarly if the retailer takes goods of Rs15000 and above then the salesman allows 3% discount when only the retailers makes the payment in cash, but if the payment is made on cheque then no discount is given.

Advertising Specialties.
These are useful article imprinted with an advertisers name, given as gifts to consumers. Advertising through newspapers, magazines, TV channel, radio channel, posters, pomp late, etc are very much essential. Inspired of the mentioned advertisements the company must go for the following advertisements if the company wants to increase the selling.

a) Audio video materials:

[4]

Inside the retailers outlet there should be a audio video players showing the latest launched products as well as earlier products advertisements. This will motivate the customers to purchase the specified products. It is also called point of purchase display. b) Billboards: It is a huge board with having picture of the products along with the brand ambassador. This billboard should be hung outside the retailers outlet in such a way so that everybody can see it. This also convinced the customer to have that product.

c) Catalogue: It is like a handbill having the pictures of the products along with products features and it should be distributed to the people through newspapers, magazines, etc as a result this will make the people aware of the product and also motivate them for buying that product. d) Road Block Advertisements: It is a kind of advertisements where no other brands are allowed to show their advertisements during a particular period. It takes place in the match only as for example Micromax Asian Cup 2010.

[3]

PURPOSE OF SALES PROMOTION.

Question may arise that why the company should go for sales promotion? Because To overtakes the other brand. To increase the selling of the companys products To lead to greater consumer awareness of the price. To survive in the market. To attract new customers. To rewards loyal customer and to increase the rate of repurchase of occasional user. To target brand switchers because non-user and users of other brands do not always notice a promotion. To break down loyalty to other products. To adjust the manufacturer in short term changes in supply and demand and difference in customers segments.

[4]

OBJECTIVES OF SALES PROMOTION.

For trade promotion.

Retailers to carry new items and higher level of inventory, encouraging off-seasonal buying, of-setting competitive promotions, building brand loyalty of retailers and gaining entry into new retail outlets. The sales force promotions helps in encouraging support of a new product, encouraging more prospecting and stimulating off-seasonal sales.

For Customer Promotion.

Encouraging purchasing of large units, building trial among non-users and attracting switchers away from the competitors brands.

[4]

CHAPTER - 4

RESEARCH METHODOLOGY
[4]

Research Methodology
Research methodology is away to systematically solve research problem. In it we study the various step that are generally adopted by researcher in studying his research problem along with logic behind them. It is necessary for a researcher to know not only the research method/techniques but also the methodology. It may be noted, in the context of planning & development that the significance of research lines in its quality and not in quantity. Researcher should know how to apply particular research techniques, but they also need to know which of these methods or techniques, are relevant and which are not, and what would they mean and indicate and why?

Meaning of Research
Research is common parlance refers to a search for knowledge. In fact research is an act of Scientific investigation. The project was divided in to the following steps. To decide objective of the study To decide research design & application To decide source of data collection To decide form of data collection To organize & collect data To process & analyze report
[4]

To prepare the research report

1. To decide objective of the Study:This step is also research problem. Problem definition is the most critical part of the research process. Research problem definition involves specifying the information needed by management. The main objectives of the study are: To Creating the Awareness of Micromax Mobiles customer. To find out the level of customer satisfaction with the offers, discount and services offered by Micromax.

2. To decide research design & application:Research design involves defining the research problem, determining how to collect the data and from whom, establishing the way the data will be analyzed estimating costs and the preparation of the research approach. For this study, descriptive research was selected.

3. To decide Source of data there are two source of data

Primary Data

Secondary Data

Primary data:Primary data is the original data collected specifically for the problem. Reason for selecting primary data:In terms of primary data a questionnaire has been used to interview desire sample units that give accurate and up to data information as well better to research problem. Research approaches: - Primary data can be collected in five main ways: through Observation, focus groups, surveys, behavioural data, and experiments. Research instruments:- Marketing researchers have a choice of three main research
[4]

Instruments in collecting primary data: Questionnaires: - A questionnaire consists of questions presented to respondents for their answers. Because of its flexibility, the questionnaire is by far the most common Instrument used to collect primary data. Questions can be open-ended or closed-Ended.
Qualitative measures: - Some marketers prefer more qualitative

methods for gauging consumer opinion because consumer actions do not always match their answers to survey questions. Qualitative research techniques are relatively unstructured measurement approaches that permit a range of possible responses, and they are a creative means of ascertaining consumer perceptions that may other-Wise be difficult to uncover.
Mechanical devices: - Mechanical devices are occasionally used in

marketing research .Mechanical devices like galvanometers measure the respondents interest or emotions aroused by exposure to a specific ad or picture.

Secondary data:Data potentially useful in solving a current problem but that were collected for a different purpose.

Reason for selecting secondary data:Secondary data can be gathered quickly and inexpensively, compared to primary data, it is clear useful to study analyzing the recent development in the telecom industry. Contact methods:-Once the sampling plan has been determined, the marketing researcher must decide how the subject should be contact: Mail questionnaire: - The mail questionnaire is the best way to reach people
[4]

who would not give personal interviews or whose responses might be biased or distorted by the interviewers. Mail questionnaires require simple and clearly worded questions. Telephone interview: - Telephone interviewing is the best method for gathering information quickly; the interviewer is also able to clarify questions if respondents do not understand them. The response rate is typically higher than in the case of mailed questionnaires. Personal interview: - Personal interviewing is the most versatile method. The Interviewer can ask more questions and record additional observations about the Respondent, such as dress and body language. Personal interviewing takes two forms. In arranged interviews, respondents are contacted for an appointment, and Often a small payment or incentive is offered. Intercept interviews involve Stopping people at a shopping mall or busy street corner and requesting an Interview. Online interviews: - There is increased use of online methods. There are so many ways to use the Net to do research. In this method, researcher can include a Questionnaire on its Web site and offer a people to answer the questionnaire.

4.To decide from of data collection:For this project survey method was selected which was carried through person interview. Because information from different Retailers and customers was required.

5. To organize & collect data:Once the researcher has formulated and development a research design including Questionnaire second thing he has to decide whether he has to collect the information. From all the targeted customers. There can be two types of survey are possible.
[3]

 Sample Survey Census Survey For this project sample Survey was chosen

Characteristics of the sample survey are: It is cheaper than census survey It requires less time It is economical More detail information can be collected Deciding the sample plan requires following decisions Sample unit Who is to be surveyed

Sample Sample is the true representation of the population by studying of the sample we can predict the behavior of the population.

Method of Sampling:In this project, the survey was done within the market that means probabilistic convenience Sampling was carried out.

6. To process & analyze data:After the data was collected it was tabulated, analyzed and interpreted to the conclusion reach.

Types of Research
Along with this there may be 3 type of research methodology these are :They are Exploratory Research Descriptive Research Casual Research Our research is based on the exploratory research.

Exploratory Research

[4]

The objective of this research is to gather preliminary information that will help us to define the problem and to suggest any hypothesis. Which means first we have to define the problem and research objective? Then we have to develop the research plan for collecting information. Now after collection data we have to interpret those data for any suggestion,

CHAPTER-5

DATA ANALYSIS

[4]

&

INTERPRETATION

Techniques Applied Tables:- It contents rows and columns with specified datas and
percentage.

Pie Chart:- A circle divided in to sections, such that each section

represent the percentage of the total area of a circle associates with one variable.

Proximity of Service Center

Table No.1.1 Retailers Opinion Percentage Responded
[3]

Excellent Very Good Good Average Poor Very poor

0% 1% 20% 22% 25% 32%

Figure no.1. (a)

Data Analysis
The analysis shows that there is 0% Retailers opinion for excellent, 1% for Very good,20% for good and there is also 22% opinion is average and 25 % for poor and very poor 32%.

Data Interpretation
Micromax has a large no. of customers those are not satisfied with the service centre.

User friendliness of delivery Point

Table No.1.2 Customers Opinion Excellent Very Good Good Average Poor Very poor Percentage Responded 6% 29% 8% 30% 24% 3%

[3]

Figure no.1. (b)

Data Analysis
By the analysis we conduct that there is 6% for the excellent, 29% customers opinion for very good,8% for average 30%,for poor 24% and also 3% for very poor.

Data Interpretation
Micromax has friendliness of delivery point, Micromax Mobile use effective techniques for take attention of customers.

Service Time
Table No 1.3 Retailers Opinion Excellent Very Good Good Poor Very poor Percentage Responded 5% 20% 25% 36% 14%

Figure no.1. (c)

Data Analysis
By the analysis there is 5% response for excellent ,and very good 20% , 25% for good and there is 36% response for poor and very poor 14%.

[4]

Data Interpretation
Micromax makes the huge no of satisfied customers by its services. It is helpful to increase the customer relationship and also for the sales of the company.

Availability of Customer Care

Table No 1.4 Dealers Opinion Excellent Very good Good Average Poor Very poor Percentage Responded O% 1% 3% 7% 35% 54%

Figure no.1. (d)

Data Analysis
There is observed by the analysis that 0% opinion for excellent, 1% for Very good, 3% good , there is 20% for poor and there is 54% for very poor.

Data Interpretation
Micromax mobile has very poor customer care service, by this customer can not
[3]

easily find the solution of the problem.

Quality of Service by Customer Care

Table No.1.5 Dealers Opinion Excellent Very good Good Average Poor Very poor Percentage Responded 0% 6% 26% 34% 15% 19%

Figure no.1. (e)

Data Analysis
By the analysis there is 0% response for excellent, 6% very good, 26% good ,34% average, 15% for Poor and there is also 19% very poor.

Data Interpretation
Micromax Mobile has poor quality of customer care Services, where customer gets the quick response of his queries; it makes the good relationship between the company and customer.

Network Quality Table No.2.1

Retailers Opinion Percentage responded
[3]

Excellent Very Good Good poor

17% 36% 23% 29%

Figure no.2. (a)

Data Analysis
The analysis shows that there is 17% response for excellent, 36% for very good, 26% for good and also 26% response for poor.

Data Interpretation
Micromax mobile has somewhat good network quality; by the analysis it is found that there is large no. of customers those are highly satisfied with the network quality of Micromax mobile.

Overall Satisfaction Level

Table No.2.2 Retailers Opinion Excellent Very good Good Poor Percentage Responded 10% 30% 35% 25%

Figure no.2.(b)

[3]

Data Analysis
By the analysis there is 10% response for excellent,30% for very good,35% response for good, and also 25% response for poor.

Data Interpretation
Micromax has large no. of satisfied customers by its services and offers. But in urban area Micromax is not so much successful.

Micromax user
Table No. 2.3 Retailers Opinion Yes No Percentage responded 15% 85%

Figure no.2. (c)

Data Analysis
By the analysis we come to conclusion that 15% of customer base is using Micromax connection and 85% other network.

Data Interpretation
[3]

There is less no of Micromax mobile user in dumka, sahibganj, pakur and barhait so there is large no of other Mobile user.

Which is the most important factor while using Micromax Mobile Phone?
Table No.2.4 Reasons Price Mobile handset compatibility Features Free extra service like internet, etc Others Figure no.2. (d) Percentage Responded 47% 28% 12% 6% 7%

Data Analysis
By the analysis we conduct that there is 47% for price, 28% for mobile handset compatibility, 12% for mobile service of friends and relatives, 6% for free extra service like internet download,7% for others.

Data Interpretation
There is large no of customer price conscious and they prefer handset compatibility like GSM or CDMA.

Which is the most cost effective Brand?

[3]

Table No.2.5 Brand Micromax Nokia Reliance LG Samsung Percentage Responded 30% 10% 25% 15% 20%

Figure no.2. (e)

Data Analysis
The analysis shows that there is 30% for Micromax ,for Nokia10%,25% for reliance,15% for LG ,20% for Samsung.

Data Interpretation
By the analysis it is founded that Micromax is most cost effective brand.

If not a Micromax customer, will you like to switch to Micromax ?

Table No.3.1
Retailers Opinion Yes No Cant say Percentage Responded 17% 38% 45%

Figure No.3. (a)

[3]

Data Analysis
By the analysis there is 17% response for yes and 38% response for no and 45% for cant say.

Data Interpretation
There is low customer response for switch to Micromax Mobile because of the CDMA compability.

What is the main problem going for Micromax mobile?

Table No. 3.2 Problems CDMA Technology Thickness of handset Video quality Service centre Percentage Responded 16% 12% 10% 37%

Switching from existing handset 7% Bluetooth Price Others 8% 6% 4%

Figure No.3. (b)

[4]

Data Analysis
By the analysis we conduct that 16% response for CDMA technology, thickness of handset 12%,video quality 10%,service centre 37%, switching from existing handset 7%,Bluetooth 8%, price 7% and others 4%.

Interpretation
There is huge response for CDMA Technology Problem and service centre ,video and thickness of handset.

SWOT ANALYSIS
Strength of the company: Provides user friendly products. Weakness of the Company: It has not listed top 1 position and Brand.

Opportunities: Positive job in the field and advanced development.

Threats: All negative approach will downsing.

[3]

CONCLUSION

The Data sampling study highlighted that dumka; sahibganj, godda, pakur and barhait are still virgin market for micromax products. Customers need to be made aware of the productive usages of these products if Micromax wants to target these untapped market segments of customers should be done. Also Micromax needs to modify their advertising strategies in order to educate the target audience about the product and increase the marketing peoples in these areas. Hence Micromax will be able to win a major between the competitors.

[4]

CHAPTER-7

LIMITATION S.

[3]

FINDINGS
LIMITATIONS OF MICROMAX MOBILE PHONE. 1. Less number of service centre, even no service centre in some place. 2. Bluetooth not support properly. 3. Poor video quality. 4. Thickness of Handset. 5. Sells decline in the market. 6. Lack of marketing people. 7. Poor MP4 quality. 8. Brand of the Mobile. 9. Radio doesnt work properly. 10. Price list problem. 11. Handset similar to other. 12. Service centre takes long time to respond a Customers. 13. Poor Camera quality. 14. Distributors doesnt pass correct information. 15. Scheme provided by the distributor to the retailers. 16. Slow processing after setting memory card and speaker problem in x250 and x260.

[4]

17. No proper supply of poster, pamplet and price list to the retailers.

SUGGESTION

1. Service centre must increase. 2. It should be integrated marketing system. 3. Bluetooth and video quality must be developed. 4. Segmentation of customer should be properly done. 5. Training of employees should be given at least for two months. 6. Company must go for slim products. 7. Product segmentation should be done. 8. Target should be such that which can be achievable. 9. Product must be more standardized. 10. Time taken to free service the mobile should be Minimum. 11. Above graduate or graduate employees must be employed. 12. Product innovation should be done. 13. The company must go for sales promotion. 14. Retailers must motivate and convinced the Customers.

[4]

15. Customers are demanding for affordable price of the product and gifts with purchase. 16. Users manuals and the plans pamphlets must be given to the sales people and to the retailers to clear the doubts of the customers. 17. The company may go for adequate training for the sales people. 18. Better quality of batteries may be provided with the set. 19. Sales promotion can be more intense, like television and showing the price, quality, and other product related details. 20. In order to enhance customers satisfaction, time gap between services sought and delivered should be minimized.

[4]

CHAPTER-9

ANNEXURE

[4]

Questionnaire Used in DUMKA

Name of the dealer /Retailer........................................................................................ Address..............................................................................................

........................... ............................................................................................................ ..........................

****************
1. Mention the Brand name of Mobile phone present in your shop? a)......................................b).....................................c)................................. d)............................ 2. Which Brand of Mobile phone generally preferred by your Customers? a) Nokia others. b) Samsung c) Micromax d) LG e)

3. Rank the various Brands in the order of their selling. a) LG d) Nokia. b) Micromax.
[4]

c) Samsung.

4. Why the rank 1 product is sold high? a) Less price. c) Good Brand image. product features. b) Design in style. d) Durability. e) Good

5. Why the rank 4 product is not sold high? a) High price. style. c) Not good product features. image. b) Not design in d) Not good Brand

6. You are dealing with Micromax Brands from? a) 1 year d) 4 years. b) 2 years c) 3 years

7. Are you satisfied with the promotional activities of the company? a) Very satisfied. c) Somewhat satisfied. dissatisfied. b) Not satisfied. c) Somewhat

8. Media plays an important role of making the awareness of the product. a) 20% to 30% c) 50% to 70% b) 30% to 50% c) 70% to 100%

9. What are the factors in media which makes the customers more attentive towards the new improved and innovative products and technology? a) Indian made 10. From which companys a) Samsung. c) Nokia. product b) Foregin made. you get high profit margin. b) Micromax. d) LG.

11. Which model of micromax mobile you sold most and why?
[3]

a................ . a)................................................................................................ b) Q 7. b)............................................................................................... c) X 225. c)................................................................................................. 12. In which season the selling of the product is more? a) Jan---march c) July---Sept b) April---June. d) Oct---Decem.

13. Whatis your annual sales of Micromax product? a) More than 5 lakhs. c) 10 to 15 Lakhs b) Less than 5Lakhs. d)More than 15 Lakhs.

14. Are you satisfied with the distribution system of Micromax? a) Very satisfied. c) Very dissatisfied b) Somewhat satisfied. d) Somewhat dissatisfied.

15. What can the company do to increase the sales of Micromax products? a)................................................................................................................... ..................................... b)................................................................................................................... ...................................... 16. According to you which company has the best marketing strategy? a) Nokia. c) LG. b) Micromax. d) Samsung.

17. What are your suggestions for Micromax to increase the sales? a) By improving Advertisements. c) By providing the discount. b) By improving quality. C) By decreasing the price. *****************
[3]

Sign of the Retailer. ...........................................

Questionnaire used in SAHIBGANJ

Name of Retailer/Dealer.............................................................. .................... Address........................................................................ ..................................... .....................................................Contact No. ...............................................
********************************

1. Do you sell Micromax mobile phone?

[3]

a) Yes

b) No

2. What are your Annual sells of Micromax mobile phone? a) 1 Lakh b) 2 Lakh c) 3 Lakh d) 4 Lakh

3. What is the selling rank of Micromax mobile phone in your shop? a) 1 st b) 2 nd c)3 rd d)4 th

4. Are you satisfied with after sell service of Micromax mobile phone? a) Yes b) No

5. Are you satisfied with the distribution channel of Micromax? a) Yes b) No

6. How satisfied are your customer with the time gap between service sought and delivered? a) Highly dissatisfied. c) Satisfied b) Dissatisfied d) Highly satisfied.

7. What is the age group of customer who comes to your shop? a) 18 25 yrs Above 50 yrs b) 26 50 yrs c)

8. Are you satisfied with the scheme provide by the distributor of Micromax mobile phone? A ) Dissatisfied c)somewhat satisfied b)Highly dissatisfied

9. Which is the cost effective brand mobile service in your shop? a)Tata Indicom d)Vodafone b)Micromax e)Nokia c)Relience

10. Are you satisfied with the promotional activities of the company? a) Yes Sign of the retailer ...................................... b) No

[3]

Questionnaire used in PAKUR

Name of Retailer/Dealer.............................................................. .................... Address........................................................................ ..................................... .....................................................Contact No. ...............................................
********************************

1. Do you sell Micromax mobile phone? a) Yes b) No

[4]

2. What are your Annual sells of Micromax mobile phone? a) 1 Lakh b) 2 Lakh c) 3 Lakh d) 4 Lakh

3. What is the selling rank of Micromax mobile phone in your shop? a) 1 st b) 2 nd c)3 rd d)4 th

4. Are you satisfied with after sell service of Micromax mobile phone? a) Yes b) No

5. Are you satisfied with the distribution channel of Micromax? a) Yes b) No

6. How satisfied are your customer with the time gap between service sought and delivered? a) Highly dissatisfied. c) Satisfied b) Dissatisfied d) Highly satisfied.

7. What is the age group of customer who comes to your shop? a) 18 25 yrs Above 50 yrs b) 26 50 yrs c)

8. Are you satisfied with the scheme provide by the distributor of Micromax mobile phone? A ) Dissatisfied c)somewhat satisfied b)Highly dissatisfied

9. Which is the cost effective brand mobile service in your shop? a)Tata Indicom d)Vodafone b)Micromax e)Nokia c)Relience

10. Are you satisfied with the promotional activities of the company? a) Yes b) No

[4]

Sign of the retailer ......................................

[3]

CHAPTER- 10

BIBLIOGRAPHY

[3]

1.

Marketing Management. By Philip Kotler and Kevin Keller. Thirteenth edition.

2.Research Methodology. By Dr Kothari C R 3.Methods & Techniques. By Wishwa Prakashan Publisher. 4.www.Google.com.

[4]

WEBSITES

www.Google.com. www. Micromaxinfo.com. www. Micromax mobile.com.

[4]

[4]