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Name (founders) Sumeet Arora, Vikas Jain, Rahul Sharma, Rajesh Agarwal

Title • Director: Amit Burman• Managing Director: Rajesh Agarwal• Whole Time Director: Rahul Sharma• Director: Ghyanendra Nath Bajpai• Director: Mahendra Swarup• Nominee Director: Naveen Wadhera

Business Name Micromax Informatics

Main Business Address Micromax House,90B,sector -18,Gurgaon, PIN Code- 122015

Business Name Micromax Informatics

Business Structure Public Company

Business Location Block-A, Plot No. 21/14,Naraina Industrial Area, Phase-II ,New DelhiPin Code- 110028

Date Established

29 March 2000

Product Wearable electronics(Infotainment)(Fitness & Healthcare)

Business Overview Sumeet Arora, Vikas Jain, Rahul Sharma, Rajesh Agarwal are the present

owners of the Company.

The Micromax Company is an electronic manufacturing organization that produces Lap tab, Mobile, Tablets, Data-cards, Consumer-electronics and now has entered wearable electronics.

The Company is Located in Block-A, Plot-No 21/14 Naraina Industrial Area, Phase-2, New Delhi, Pin Code-110028

The company is been in operation for past 15 years.

Mission-The mission of Micromax is to successfully overcome the technological barriers and constantly engender,”life enhancing solutions”.

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

Target Market.

Fashion Savvy WomenProfessionalYouth

Youth

Value Proposition for Youth

Instant Notification (Social Media) (Message) (Email) (Reminders)

Instant Accessibility of Function (Music) (Camera)

Weather Proof

Always attend with Tap.

Fashion Savvy WOMEN

Smartwatch with more style and exclusive Status.

Embedded by MICA.

 A whopping 48% of smartwatch users are female, so if we ignore them then we are effectively ignoring almost half of our potential buyers.

Professional

Value Proposition of Professional.

 Business apps, including Highlight (for making new business contacts),

Airline apps

Google Maps.

Android Wear also shows cards with reminders about flights, meetings, and tasks.

Display is made of Gorilla Glass. It is water resistant, lasts one day, has 4GB of

storage and runs at 1.2GHz.

Market strategy

Newer, Cheaper and Better products Leave no segment. Competitive Brand Building Low-Cost Premium Products Grabbing the market Product Transformation Customization New products 

Finance Price; We have selected 10,000- 16,000

Budget 2015-2016

Particulars Total amount ( 150 Cr)Material 75 CrLabour 30 CrGovernment Tax & Duties 9 CrFreight 16 CrWarehouse Expenses 20 Cr

Marketing Budget.

Marketing Expenses Total Amount ( 250 Cr )Publicity 25 CrOnline Marketing 45 CrPrint Media 35 CrCelebrity Promotion 40 CrTelemarketing 25 CrLaunching In Events 30 CrSocial Media 50 Cr

Strength-Advance wireless technology-Long lasting battery-Compatibility-Sleek stylish design-convenience

Opportunity-Development of third party app-Expand into new market segment-Bundling of smartphone/ smartwatch-International expansion-Watch profitable business

Weakness-Clutches in technology due to relatively -New engineering-Small font size-Less app-No patents

Threats-Competitors- Samsung Galaxy watch-Economy-Technological advancement-Low market popularity

Product TableProduct Table Mobile Phones, Lap Tabs, Tablets,

Data cards, Consumer Electronics.

Market Position Looking at the price range, The Company it targeting the Upper-Middle Class and the Middle Class society as of now.

Unique Selling Position Huge Cash Reserves.Diversified Product Port-folio.Device which can integrate with all Android devices

Anticipated Demand Considering the Goodwill of Micromax in the market we feel that we can capitalize the Wearable market also.

Pricing Strategy Penetrating Strategy.(Its at the core of micromax to serve the customers by providing them lower cost, Value for money products. Thus micromax will adopt Penetration Pricing in the Urban market because placing our product with the lower cost will serve our purpose and make the customer rethink before buying other competitors product such as Adidas, Nike etc. which are at a high price segment)

Value to Customers Value for Money

Growth Potentials

Smartwatch market is expected to reach 32.9 billion USDby 2020 and a compound annual growth rate estimated during 2014 - 2020 is 67.6% India is the most favourite market when it comes to this segment Growth of smartwatch witnessing double digit North america is highest revenue generator(1/3 of market

revenue in 2013) It is expected that growth of this market will be driven by asia and

china merging hub evolving as a low cost smartwatch manufactuer

Pebble, one of the leading companies offered smartwatch at USD 150 as lifestyle accessory; recently launched second generation device called pebble steel and offered a black matte version, available at USD 249

Android has gained edge, and is the most used OS platform for smartwatches

Sales / Marketing Personnel Job title Name Responsibilities Marketing lead Shubhodeep pal Managing the promotion and

marketing the company products

Sales manager Sunil yadav Management for sales and distribution of the products in the country

Asst marketing manager Nikita dahiya Asst to the marketing lead

Customer demographics: • Middle and upper middle class segment which are concerned about their Fitness and

Healthcare related problems. Business people who want to work smart,sporty youth who are gadget lover

• First group all educated (median age 32) -This group concentrates on the process of buying

CONT….• 2nd group -Brand Loyalists, which involves 30% of the target market and can be characterized as the least affluent, median age of 36, with average education and employment

• 3rd group -Potential buyers, involves high income segment

• 4th group -The forth group involves sports professional who are brand loyal and seeks high quality professional

Mission StatementMicromax is on a mission to successfully overcome the

technological barriers and constantly “Life enhancing solution”

Vision Statement The Company’s vision is to develop path breaking technologies and efficient processes that incubate newer markets, enliven, customer aspirations and continue to make Micromax a trusted leader amongst people. The Micromax Ideology stems from its rooted belief in ‘Innovation’ & Delivering ‘nothing short of the best’

Goals/Objective• Impact Peoples lives in a meaningful way• TO start a new plant and increase market share upto 20%.• Focus on urban market especially youth sector 18-25 years

The Future

Competitors DetailsCompetitors

Established Date

Size Market share

Value to Customer

Strength Weakness

Sony 1946 131700 7% Technology delivered , high end product

Brand perceived as cool

Value proposition is not defined

Nike 1971 44000 9% Value proposition ,made for athletes

Diversified product line

Dependent on footwear market

Samsung 1938 489000 28% High technology at reasonable prices

Own flexible technology, OLED

No app store of its own

Adidas 1924 53731 4% World renowned company

Strong distribution channel

High cost Structure

Motorola 1928 400000 4% Affordable prices

Strong brand name,wide range of products

Not user friendly

Market Research

25%

35%

40%

Sales

1st Qtr2nd Qtr3rd Qtr

• 25% of the customers currently own a wearable device.

• 35% of the men are most excited about smart watches.

• 40% of women are excited about wearable technologies.

Location.

The Company its planning to launch its product in:-

Metro Cities (Delhi, Mumbai, Chennai, Kolkata)

Satellite Cities (Bengaluru, Hyderabad, Pune)

Advertising And Sales

Print media add (news paper). Magazine cover . Celebrity endorsing the product (brand ambassador). Social media. Facebook teasers. Whatsapp forward message. Instragram picture of the product. Twitter account . LinkedIn.

Use of cartoon which attracts kids as kids play major role of selection.

Billboards . Promote with canvas version. Can be gifted for celebrities in big shows like IIFA. Fashion shows .

Contd…

Sales And Distribution Channel

Shop front E-marketing Export We choose these as our distribution channel because

we prefer the comfort levels of people.

CONCLUSION

Driven by the growing aspirations of the Indian technological users, Micromax has geared up to bring about a paradigm shift in the way Android Watches are used by introducing groundbreaking innovative technology. Micromax coupled innovative products with smart marketing. Contributed by its ‘Out of the box’ thinking and thus providing innovative and insightful products to the masses. With more than 60% of the users under the age group 20-40 years and Micromax’s skill to connect with the youth is a strong reason for it to become a brand that is today and give it a unique brand proposition.