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Property of Indus Business Academy
Kanakapura Main Road,
Lakshmipura, Thataguni Post,
Bengaluru, Karnataka 560062
www.iba.ac.in
Nishanth R Haran
FPB1517/007
Section-B
The contents of this presentation are based on the internship done in the company
and its findings.
Identify Market Position of the Brand and to
Promote Sales @ XILLION Telecom Pvt. Ltd.
Property of Indus Business Academy
For Academic Purpose and Internal Circulation only
Industry Profile-Mobile Phone
Government Regulation:
•Data Protection
•Environmental
•Health
•Import duties and Taxes
Limitations:
•Huge Research and Development costs
•Infrastructure development cost
•Short product life cycle
•Prevailing Price War
•Consumer resistance to the new brand
•Aggressive ad campaigns required
•Dealers interestMarket:
•Present Potential-225 Million units(Cyber Media
Research)
•CAGR-8.6%
•Market leader dominated market
•CAGR
Property of Indus Business Academy
For Academic Purpose and Internal Circulation only
Company Profile-Xillion Telecom Pvt. Ltd.
About:
•Located in Mumbai
•Operating in 4 states
•Distribution and DOA process
Strengths Weakness
• Price competitive
• Wide coverage
• Adequate billing process
• Quality handsets
• Market potential
• Perception by
consumers as Chinese
• Non availability of
service centres
• Distribution channel
inefficiency
Opportunities Threats
• Introduction of 4G
handsets
• Improving RAM and ROM
• Expanding to other
states
• Vivo, Lenovo and other
providing severe price
challenges
• Chinese manufacturer
deceit
• Transit damages
Product Portfolio:
•Smart Phones-10
• Price Range 4399 -6999₹ ₹
•Features phones-10
• Price Range 1099 -2599₹ ₹
Property of Indus Business Academy
For Academic Purpose and Internal Circulation only
Market Research-Andhra Pradesh
Objectives:
•To identify retailers satisfaction in terms of
margins
•To identify level of brand awareness
•To identify major competitors to imitate their
advertising strategy
•To identify the perception of customers towards
brand Xillion
Limitations:
•Andhra Pradesh
•Non-Xillion outlets are not covered
•Unknown person unfamiliarity
Research Methodology:
•Sample: 30
•Method: Stratified random sampling
•Geographical Coverage: Andhra Pradesh
•Strata’s: Outlets
•In-depth personal Interview
•Questionnaire
Scope:
•Xillion’s Outlets
•Online in-depth study
Property of Indus Business Academy
For Academic Purpose and Internal Circulation only
Interpretation-Perception and Margins
Margins Responses Percentage
Low 1 3.33%
Minimal 12 40%
Reasonable 16 53.33%
Good 1 3.33%
Excellent 0 0.00%
Total 30 100% 
Perception Responses Percentage
Chinese Brand 28 93.33%
US Brand 1 3.33%
Indian Brand 0 0
Any Others 1 3.33%
Total 30 100%
Property of Indus Business Academy
For Academic Purpose and Internal Circulation only
Interpretation-Competitors and Brand Awareness
Competition Responses Percentage
Karbonn 15 13.27%
Lava 15 13.27%
Infocus 16 14.16%
LYF 14 12.39%
Videocon 17 15.04%
Micromax 16 14.16%
Mafe 11 9.73%
Total 104 100% 
Brand awareness Responses Percentage
Very Poor 6 20.00%
Poor 14 46.67%
Neutral 10 33.33%
Good 0 0.00%
Very Good 0 0.00%
Total 30 100% 
Property of Indus Business Academy
For Academic Purpose and Internal Circulation only
Sales and Allied Activities-Vijayawada
Region Day
Eluru Road Monday, Thursday
1 Town, Bhavanipuram Tuesday
Besant road, Gandhinagar,
Satyanarayanpuram
Wednesday
Bandar road, Patamata Friday
Gollapudi, Kankipadu, Gunadala Saturday
May to June June to July
Name Outlet Unit
sold
Value in
INR
Sma
rts
Unit
sold
Value in
INR
Sma
rts
Mahalax
mi
Shabbir
Mobile
60 77,546 10 66 89,068 11
Arun Divya
Cell Point
46 106,344 21 48 86,325 8
Jhansi
Rani
Daras 46 75,058 10 60 1,23,620 18
Moulali Rainbow
Mobiles
42 81,789 13 72 1,63,862 23
Jyothi The
Daras
44 62,467 7 48 68,867 2
Surekha Daras 73 111,966 17 70 1,18,635 17
Shiva Mobiles.c
om
67 87,257 10 68 1,12,253 18
• Stock Evaluation
• Promoters Meetings
• Stock Ordering
• Sales returns
• Purchase Returns
Property of Indus Business Academy
For Academic Purpose and Internal Circulation only
• Market Research
• Perception as Chinese brand
• Margins are reasonable
• Competition from Chinese brands
• Brand awareness according to retailers is very low
• Product portfolio is small
• Sales
• Least use of automation often leads to displacement of stock
• Promoters finds it difficult to meet sales targets
• Debtors are keenly watched to avoid long delay in payment of outstanding
Findings
Property of Indus Business Academy
For Academic Purpose and Internal Circulation only
• The distribution network Xillion relying on is inadequate
• The level of brand awareness for Xillion required to sell a mobile phone product is dis-
satisfactory
• Frequent shuffling of promoters reduces the interest among the promoters
• The process of distribution is flaw-less
• DOA claim process is satisfactory
Conclusion
Property of Indus Business Academy
For Academic Purpose and Internal Circulation only
• Analysing features of the product to be highlighted
• Identifying ground realities
• Process of organisational movement of goods
• Process of evaluating inventory
• Consumer dissonance while accepting new product
Learnings

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Xillion Telecom Pvt. Ltd

  • 1. Property of Indus Business Academy Kanakapura Main Road, Lakshmipura, Thataguni Post, Bengaluru, Karnataka 560062 www.iba.ac.in Nishanth R Haran FPB1517/007 Section-B The contents of this presentation are based on the internship done in the company and its findings. Identify Market Position of the Brand and to Promote Sales @ XILLION Telecom Pvt. Ltd.
  • 2. Property of Indus Business Academy For Academic Purpose and Internal Circulation only Industry Profile-Mobile Phone Government Regulation: •Data Protection •Environmental •Health •Import duties and Taxes Limitations: •Huge Research and Development costs •Infrastructure development cost •Short product life cycle •Prevailing Price War •Consumer resistance to the new brand •Aggressive ad campaigns required •Dealers interestMarket: •Present Potential-225 Million units(Cyber Media Research) •CAGR-8.6% •Market leader dominated market •CAGR
  • 3. Property of Indus Business Academy For Academic Purpose and Internal Circulation only Company Profile-Xillion Telecom Pvt. Ltd. About: •Located in Mumbai •Operating in 4 states •Distribution and DOA process Strengths Weakness • Price competitive • Wide coverage • Adequate billing process • Quality handsets • Market potential • Perception by consumers as Chinese • Non availability of service centres • Distribution channel inefficiency Opportunities Threats • Introduction of 4G handsets • Improving RAM and ROM • Expanding to other states • Vivo, Lenovo and other providing severe price challenges • Chinese manufacturer deceit • Transit damages Product Portfolio: •Smart Phones-10 • Price Range 4399 -6999₹ ₹ •Features phones-10 • Price Range 1099 -2599₹ ₹
  • 4. Property of Indus Business Academy For Academic Purpose and Internal Circulation only Market Research-Andhra Pradesh Objectives: •To identify retailers satisfaction in terms of margins •To identify level of brand awareness •To identify major competitors to imitate their advertising strategy •To identify the perception of customers towards brand Xillion Limitations: •Andhra Pradesh •Non-Xillion outlets are not covered •Unknown person unfamiliarity Research Methodology: •Sample: 30 •Method: Stratified random sampling •Geographical Coverage: Andhra Pradesh •Strata’s: Outlets •In-depth personal Interview •Questionnaire Scope: •Xillion’s Outlets •Online in-depth study
  • 5. Property of Indus Business Academy For Academic Purpose and Internal Circulation only Interpretation-Perception and Margins Margins Responses Percentage Low 1 3.33% Minimal 12 40% Reasonable 16 53.33% Good 1 3.33% Excellent 0 0.00% Total 30 100%  Perception Responses Percentage Chinese Brand 28 93.33% US Brand 1 3.33% Indian Brand 0 0 Any Others 1 3.33% Total 30 100%
  • 6. Property of Indus Business Academy For Academic Purpose and Internal Circulation only Interpretation-Competitors and Brand Awareness Competition Responses Percentage Karbonn 15 13.27% Lava 15 13.27% Infocus 16 14.16% LYF 14 12.39% Videocon 17 15.04% Micromax 16 14.16% Mafe 11 9.73% Total 104 100%  Brand awareness Responses Percentage Very Poor 6 20.00% Poor 14 46.67% Neutral 10 33.33% Good 0 0.00% Very Good 0 0.00% Total 30 100% 
  • 7. Property of Indus Business Academy For Academic Purpose and Internal Circulation only Sales and Allied Activities-Vijayawada Region Day Eluru Road Monday, Thursday 1 Town, Bhavanipuram Tuesday Besant road, Gandhinagar, Satyanarayanpuram Wednesday Bandar road, Patamata Friday Gollapudi, Kankipadu, Gunadala Saturday May to June June to July Name Outlet Unit sold Value in INR Sma rts Unit sold Value in INR Sma rts Mahalax mi Shabbir Mobile 60 77,546 10 66 89,068 11 Arun Divya Cell Point 46 106,344 21 48 86,325 8 Jhansi Rani Daras 46 75,058 10 60 1,23,620 18 Moulali Rainbow Mobiles 42 81,789 13 72 1,63,862 23 Jyothi The Daras 44 62,467 7 48 68,867 2 Surekha Daras 73 111,966 17 70 1,18,635 17 Shiva Mobiles.c om 67 87,257 10 68 1,12,253 18 • Stock Evaluation • Promoters Meetings • Stock Ordering • Sales returns • Purchase Returns
  • 8. Property of Indus Business Academy For Academic Purpose and Internal Circulation only • Market Research • Perception as Chinese brand • Margins are reasonable • Competition from Chinese brands • Brand awareness according to retailers is very low • Product portfolio is small • Sales • Least use of automation often leads to displacement of stock • Promoters finds it difficult to meet sales targets • Debtors are keenly watched to avoid long delay in payment of outstanding Findings
  • 9. Property of Indus Business Academy For Academic Purpose and Internal Circulation only • The distribution network Xillion relying on is inadequate • The level of brand awareness for Xillion required to sell a mobile phone product is dis- satisfactory • Frequent shuffling of promoters reduces the interest among the promoters • The process of distribution is flaw-less • DOA claim process is satisfactory Conclusion
  • 10. Property of Indus Business Academy For Academic Purpose and Internal Circulation only • Analysing features of the product to be highlighted • Identifying ground realities • Process of organisational movement of goods • Process of evaluating inventory • Consumer dissonance while accepting new product Learnings

Editor's Notes

  1. Limitations R and D sucks up huge capital Setting up and Development of service centres, Product life is short due to obsoleteness, OS upgradability, telecom upgradability Price war, as one company offers a product at less price other company launches a product to beat the price Consumer do not soon develop confidence among the brand so new entrant faces a problem of acceptance One need to invest huge on advertising to create brand awareness, ehich directly adds up to the cost resulting in low margins
  2. Limitations R and D sucks up huge capital Setting up and Development of service centres, Product life is short due to obsoleteness, OS upgradability, telecom upgradability Price war, as one company offers a product at less price other company launches a product to beat the price Consumer do not soon develop confidence among the brand so new entrant faces a problem of acceptance One need to invest huge on advertising to create brand awareness, ehich directly adds up to the cost resulting in low margins
  3. Limitations R and D sucks up huge capital Setting up and Development of service centres, Product life is short due to obsoleteness, OS upgradability, telecom upgradability Price war, as one company offers a product at less price other company launches a product to beat the price Consumer do not soon develop confidence among the brand so new entrant faces a problem of acceptance One need to invest huge on advertising to create brand awareness, ehich directly adds up to the cost resulting in low margins
  4. Limitations R and D sucks up huge capital Setting up and Development of service centres, Product life is short due to obsoleteness, OS upgradability, telecom upgradability Price war, as one company offers a product at less price other company launches a product to beat the price Consumer do not soon develop confidence among the brand so new entrant faces a problem of acceptance One need to invest huge on advertising to create brand awareness, ehich directly adds up to the cost resulting in low margins