1st Runner up at Impetus Quest for Perfect Strategy

1. 1
THETEAM
Biswadeep Ghosh Hazra
Art of War
Devark Chauhan
College: XIMB
Team Name: Art of War
Team Leader: Devark Chauhan
Email : UM19152@stu.ximb.ac.in
Mobile: 9466670234
Shmidi Kalpita

2. Industry
Overview
STP Campaigns
Marketing
Strategy
IoT
Industry
SWOT Pestle
Porter
5 Forces
Action Plan
Strategic
Roadmap
Post COIVD
Smartphone
Challenges
Opportunities
Indian Consumer Electronic Industry Overview
~Source
Grand View Research
~Ibef.org
~Mckinsey and Company
Key Trends
• Declining electronics prices and adoption of high-end technology devices
• Technology transitions such as the rollout of 4G/ LTE networks and IoT are driving the
accelerated adoption of electronics products
• Initiatives such as ‘Digital India’ and ‘Smart City’ projects have raised the demand for IoT
in the market
• A growing middle-class population and rising disposable income
• 100% FDI is allowed under the automatic route.
These are some key numbers depicting year on year number for Indian Consumer electronics
space, with fast paced growth. Economies of scale will soon follow giving further boost to this
growing sector.
One of the largest electronics markets in the world anticipated reaching $ 400 bn by
2025. The Consumer Electronics and Appliances Industry in India is expected to
become the fifth-largest in the world by 2025. The electronics manufacturing sector
accounts for 2.5% of India’s GDP, and employs over 13 million people are through
directly and indirect jobs. Consumer Electronic accounted for 18% out of the total
electronics production in India.
~Invest India
( GOI agency)
A study by Mckinsey
about the top players of
the consumer electronics
space showcases that most
of the consumers prefer
Samsung and LG as
preferred choice of brand
for durables. Talking about
market share LG has 34%
market share in consumer
durables followed by
Samsung at 26%
Indian appliance consumer
electronics (ACE) market
is expected to increase at a
9 per cent CAGR to reach
Rs 3.15 trillion (US$ 48.37
billion) in 2022..
Increasing electrification
of rural areas and wide
usability of online sales
would also aid growth in
demand. The consumption
of Air conditioner is
expected to grow by 300%
from Fy19 to Fy25.
Electric Fan penetration
stands at 78%

3. Segmentation
Demographics:
On the basis of Demographics our segment will comprise of
Consumers in lower and Middle income groups. These
consumers have limited budgets for durables and look for
most value for money buy options. These are the people
adopting better quality of life
Psychographic:
On the basis of psychographics our segment will be
consumers who are open to try new brands with low
switching costs, they are price sensitive and will switch to a
new brand to save that extra money.
Geographic:
On the basis of geographic segmentation our initial market
will be people living in the north and western part of the
country. As we can serve them better with our offices being
in Gurgaon . This will serve as initial market.
Positioning
Our positioning would be “Value for Money”. We will
try to showcase how our products offer the most in
terms of tangible benefits ranging from core benefits,
appeal, service to quality.
Targeting
We will target lower and middle income
groups as a broad segment. The further
classification will be as follows:
We will have two major cohorts
1) Trigger Event:
The Individuals/Families who go through
trigger events like: Moving to a new place
due to job, education, and new
relationships. They settle in a new place
and have to buy consumer electronics. We
will target these set of people through
online and offline media.
2) Aspirational Needs:
People from lower and middle income
group who want to fulfil their aspirational
needs and seek to buy consumer
electronics. They seek the most band for
bucks.
Cohorts
Assumptions:
• Micromax has enough budget to
execute these marketing activities
• Micromax will obtain required licenses
and permission for new business setup
• Micromax has existing supply chain
that we can leverage upon
The Rise of the Female Decision Maker
A few years ago, the gender gap in secondary education in India, which had
been narrowing for decades, disappeared altogether. On the heels of this
change has come another: women now have the final say in the majority of
household purchasing decisions (54% of the time).
This research by BCG shows that 54% of decision making for consumer
electronics lies in the hands of females, Our communication with marketing
will be targeting towards giving a call to action(CTA) towards females of the
house. Showcasing females for TV advertisement along with our brand
ambassadors.
According to a report by BCG, 50% consumers prefer made in India
products in at least one category of consumer durables. Micromax used the
benefits under make in India and started UHD and HD line ups of TVs along
with other consumer products like soundbars, Refrigerators, Air-Conditioners
etc. They are making them in India. This would be useful to rope in niche
customers preferring made in India products. Due To COVID-19 a rebellious
against Chinese products has also started, this will further grow the number of
people who would prefer Indian products. Hence made in India will be a major
part of our communication.
~Source BCG Consumer Behavior in India
Preference for India-made Products
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4. CAMPAIGNS
We will use moment marketing to grab that youth orientation again.
Anushka Sharma has been used just as an example here. This will give
us an opportunity to get the traction going on Facebook and Instagram
again. We will use such Moment marketing posts for our handles. We
will use Netflix, Amul, Durex as our benchmarks for such marketing.
Our campaigns will be 360 degree campaigns, we will connect in online and offline both ways. Our first campaign
will be “ meaning new Micromax This campaign will be focused on rebranding our consumer
electronics. Our aim from this campaign will be to showcase how we have come up with offerings but with the
same old energy that we had earlier. will be in sync with our target cohort of Trigger events.
They are going through a new event in their lives and so is our brand, We will showcase and
relate to them in possible ways. This will create synergy for our stakeholders
Our trigger event audience is very well defined here.
People who are Away from hometown who may be , In a
new job, New relationship or might have recently moved.
This cohort has a reach of 9100000 people via online
mediums. This will be a good enough cohort for our
campaign.
This Cohort is from the age group of 22-35 which falls in
sync with our youth orientation. We will further strength
with our moment marketing campaign. Here is a sample
post that could be used as a part of moment marketing
campaign >>>>>>>
Our communication will showcase
features and attractive price points. This will fall sync
with our positioning of value for money. Our target
audience who are experience a trigger event will also
have limited budgets for Consumer durables as they are
starting a new life and would have a whole set of
expenses. This goes complete circle to attract them in
everyway possible.
As we are recovering from COVID-19, this will also give
a message about newness and rise from the pandemic
~Source: Facebook Audience Identifier
Industry
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5. Marketing Strategy
Online:
We will run #NYAMICROMAX and Moment marketing campaign on
Facebook, Instagram and Twitter. We will run Paid Ads. Our first
objective from paid ads will be majorly Awareness and traction for
Conversion, this will drive our Ecommerce sale from online stores like
Amazon, Flipkart, TataCliq.
As our focus will be position our brand first, Our old brand recall and
awareness has lost its charm due to the sharp decline in our mobile
phone business and hence we have to establish ourselves in the
Consumer electronic space.
Our Ads will be focused more on frequency initially and less of reach.
Gradually as we regain our brand recall our Ads will be focused more
on reach than frequency.
This will be our future approach with Paid Ads. As the brand will
now be known in the consumer electronics space we will reduce
the frequency and focus more on reach.
This will be our Initial approach with Paid Ads. High frequency
will establish brand awareness.
Offline:
Our Offline exploration mass media will be TV
because TV offers highest reach with lowest cost.
Our Consumer electronic lineup will be showcased
via TV advertisement. This will give us the reach to
enter Tier1, Tier2, Tier 3 and rural areas. This will
cover the our audience segments. We will give CTA
to females via every Ad on TV.
Tv will help those recall our brand who used
Micromax sometime in past or had heard the name
before. TV will help us capture people whom we
can’t target via online means. This will also help us
in building traction as people might search for
Micromax after seeing the TV advertisements.
Our celebrity brand ambassador will be Alia
Bhatt and Influencer partner will be Amit
Bhandana. we will use these channels to run tv
advertisements
Why Alia Bhatt and Amit Bhandana?
Both of them are young and appeal to youth. They fall completely
in sync with our target audience of 22-35 age group. They have
great following.
Alia Bhatt has done superhit movies like
Gully boy, Raazi, Udta Punjab all of them
had a regional appeal too. This will help
us get recognition in regional areas. She is
a strong female figure and as 54%
decision making lies in the hands of
females she would be very appropriate for
the brand,
Amit Bhandana produces clean family
content and has 20mn+ followers on
YouTube. He has mass appeal in Hindi
speaking states and his video portrays
content which highly represents our target
cohorts.
~Kraftshala
Industry
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STP Campaigns
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IoT
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SWOT Pestle
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5 Forces
Action Plan
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Post COIVD
Smartphone
Challenges
Opportunities

6. Industry Overview
Trends
• Key challenges to standardization of IoT-
➢ Lack of reference models and architecture
➢ Lack of international standards and protocols
➢ Global Security Standards are lacking
• Key Challenges in IoT based systems-
➢ Heavy Battery Consumption
➢ Low speeds and bad internet connectivity
➢ Limited interoperability between devices
➢ Untrusted devices with access and attacks on infrastructure
• Key drivers behind the growth of IoT-
o Behavioural
❑ Aspirational aspects
❑ Rise of the connected consumer
o Economic
❑ Rising disposable incomes
❑ Return on Investments
o Technological
❑ Higher Processing Speed
❑ Adoption of IPv6
❑ Cloud Computing
❑ Economies of scale for sensors and connection technologies
• Popular IoT Start-ups-
→ThingsCloud →Doxper →SeeHow →IOT Pot →Uncanny Vision
As chief strategy office of Micromax, We have decided to Shut Down Business Operations
in the mobile segment and invest the liquidated capital in IoT (Internet of things) segment. We
have decided to shutdown Mobile segment as Chinese competitors control more than 75% of
the market as per counterpoint research. The smartphone market in India is a red ocean now
and makes the industry extremely competitive. We are venturing into IoT due to the massive
projected growth and due to synergy that IoT and consumer electronics can have in future.
We will connect IoT to our Consumer electric division in future.
The Indian Consumer IOT industry is set to grow by a CAGR of 35% year on year. This gives
a massive opportunity to Micromax to be innovating and establish itself the market before its
gets competitive. Majority player in the IOT space are startups with limited industry connect
and capital. Micromax has Industry experience and has Infrastructure base for manufacturing
and distribution. This will set up the newer supply chain with ease. The brand Micromax has
youthful orientation which will help us make initial breakthrough in the IOT Industry
~Source
NASSCOM
Report
Industry
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IoT
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5 Forces
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Smartphone
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7. STRENGTHS
• Innovation-IoT represents innovation like none other. It has
captured the public’s imagination for many years now
• Reduce costs-IoT has many strategic applications and can
easily optimize businesses so as to reduce costs
• Ease of Use-With the introduction of IoT devices, life has been
further simplified. By allowing devices to communicate with
each other, many new opportunities arise
• Environmentally Friendly-A report by Carbon War Room has
predicted that IoT technologies can reduce emissions by 19%
WEAKNESSES
• Security-One of the primary worries--devices being
connected means increased attack on the devices
• High Investments-IoT commands high investments in the
form of R&D and related technology
• No well defined roadmap-In spite of the crazy that IoT has,
it is still in its infant stage, especially in India (directionless)
• Data Storage-Data Storage & Analysis in these devices is
another key concern as the data increases as more and more
devices get connected
OPPORTUNITY
• Ubiquitous and Smart systems-Technology has been one of
the key growth drivers and utilizing it more for making life
simpler is never a bad idea. Soon enough computers and
humans will be one unit
• Wearables-IoT can drive fashion forward; wearables segment
include watches, shoes & glasses among a few
• Healthcare-Perhaps one of the most impactful areas where IoT
can be used; it can revolutionize healthcare-Health Kit and
Research Kit by Apple are examples
• New Investments-More than $ 60Mn investments have been
made since 2014 in the IoT space in India
THREATS
• Lack of demand-The demand for IoT is mostly low either due
to its high cost or lack of knowledge of the technology among
the common masses
• Hacker-Hackers pose a major threat to the technology which if
exposed can leak crucial personal information of the person
concerned
• Expectation fulfillment-Hype and delivering on something
promised are two completely different aspects
SWOT ANALYSIS
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8. PESTLE Analysis
P E
S T
POLITICAL FACTORS
• Allowing the nation’s company to control the flow of vast information
• The Indian Government has made IoT one of its priorities in order to kick-
start an IoT ecosystem under the Digital India Initiative
• De-centralizing information, its analysis, utilization and management
SOCIAL FACTORS
• Social Factors include people’s ability to get acquainted with the
technology and call it their own
• There is also the issue of fear of transmitting personal information and
subsequent attack on the data network
• Allowing machines to do the work for humans/think for them
• Evolution of personal habits
E
L
ECONOMIC FACTORS
• The Government of India has proposed a planned investment of USD $1
Billion for establishing 100 Smart Cities by 2023 for which IoT is one of the
biggest factors
• Availability of Skilled labor, particularly developers and testers
• Creation of jobs in the industry leading to better aspirations for many
TECHNOLOGICAL FACTORS
• The language in which programming will be done and used by all
manufacturers to communicate with devices of multiple companies
• Number of transistors on a microchip doubles every two years- Moore’s Law
• With increase in productivity and automation, the quality of technology and
as a result the final end product will increase
LEGAL FACTORS
• Utilization and transmission of sensitive data and information (both
personal and corporate)
• Well defined rules and regulations so that technology isn’t misused by any
ENVIRONMENTAL FACTORS
• Efficiency will lead to saving of natural resources in any industry IoT is used
• IoT can help renewable energy sector become more efficient thereby reducing
dependency on fossil fuels
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9. PORTER’S FIVE FORCES
• Smart, connected products
will definitely lower buyer’s
ability to bargain as products
will be based on
differentiation rather than
price
• Businesses will try to
understand how their product
can practically add value to
customer’s life- this will lead
to segmentation of customers,
tailor features and fix prices
and offer after sales service
• IoT enables companies to
reduce their reliance on
distribution or service, hence
achieving more profits
• Performance, customer value
and customization- these
factors will ensure that
companies face little to no
threat from substitutes
• People will be motivated to
buy based on value creation
and not on price
• Less product substitution
threat equates to more
profitability
• IoT enabled businesses can
replace product oriented
businesses by offering
services through product-as-a-
service business model (Users
access a product but pay for
the amount of product used)
• Lots of difficulties to be faced
by new entrants
• Complex product design, high
fixed costs (mainly on R&D
and production), numerous IT
infrastructure layers,
embedded technology , all
play key roles
• Barriers to entry also goes up
when a first mover captures
the key benefits by accruing
product data and using it to
enhance their own products
• The ladder of increasingly
complex product design to
outmaneuver competitors will
also be a threat of new entrant
as it will have to compete with
superior product lines
• Traditional suppliers will be
left with significantly less
bargaining power
• This is because value creation
of the product will occur
across multiple stages and the
suppliers of individual
components can never hold
power against the finished
product
• Conventional suppliers will
always offer less value in
comparison to smart products
that themselves can be
commoditized over time
• Reduction in rivalry amongst
competitors because of the
opportunities of product
differentiation and value based
services
• Each company will serve and
service segmented markets
thereby reducing rivalry
• Personalized products for
niche customer segments
• Expansion of business might
lead to competitors competing
on feature and function
offered by devices which
might ruin profitability
• Firms might also compete on
IT service and maintenance
providers for IoT technologies
Buyer power Threat of substitution Threat of new entry Supplier Power Competitive Rivalry
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10. Future Line of Products | Micromax IoT
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STRATEGY
Use Cases of IOT (Sector Wise)
→Manufacturing
• Predictive maintenance to reduce downtime
• Monitoring and alert systems for parameters like speed (Revolutions Per Minute),
output, energy usage, capacity utilization
• Radio Frequency Identification (RFID) with WIFI to track parameters like
productivity
• Smart tools (IoT along with drilling and measuring equipment)
→Retail
• Trial rooms using virtual mirrors
• Smart shirts and belts to monitor BMI, heart rate and pulse
• RFID tags to provide a wide range of services
→Healthcare
• Sensor integrated mobiles to offer a wide variety of diagnostic services
• IoT enabled clinical trial solutions
• Wearable devices and patches
→Transport & Logistics
• Sensors to monitor quality and temperature of food delivered
• Sensors to detect condition, temperature and delay in delivery of packages
→Agriculture
• Delivery and schedule of insecticides and pesticides
• Geo-fencing of animals and livestock
• Smart farm equipment and smart irrigation
• Monitoring of humidity, soil quality and temperature
→Automotive
• Driverless cars on Cloud, AI and IoT technology
• Service to pay tires (based on kilometres driven)
• IoT based vehicle pollution check
Apart from the immediate IoT products, here are a few line of products that we will
venture into in the future as we increase our IoT offerings and footprint.
These products would be the most sought after products from B2C as well as B2B
segments according to our research.
❖ Medical – Smart Pen
o Used for instant digitization of healthcare records using just pen and paper.
o Once the doctor write the prescription, smart pen transfer it to the mobile
and creates a seamless integration between traditional and modern
❖ Solar Energy- AI Powered Metering
o A solar grid tie inverter that connects to the traditional roof-top Solar PV
and doubles as a net-metering device that supplies power back to the grid
o This technology enables user to generate, consume, sell and store energy
❖ Kitchen- Smart burner Knobs
o A product for the kitchen addressing Risk, Complex process and archaic
methods
o A smart Knob that replaces existing plastic Knob. It will be powered by AI
and Machine learning and change the way you cook. Directly connected to
your smart devices.
❖ Sports – Coaching with a difference
o Developing smart cricket balls and mobile app to help bowlers in coaching.
o The ball will have sensing system that detects Information about ball’s
motion, spin, Impact on the pitch, position of the seam and drift in the sir
o Directly sending analytics to the Smart device connected

11. The strategic path will be divided into three phases-
1) Short Term Strategy
2) Medium Term Strategy
3) Long Term Strategy
Company Vision
To provide quality IoT services and in turn become a household
name by continuously adding value to our customer’s life and/or
business.
Company Mission
To provide unique consumer experiences, based on:
• Strong, engaged customer communities
• Insightful analytics
• Win-win partnerships
• World-class capabilities
The Road Forward
Micromax will be venturing out into the IoT devices and services
industry wherein it will have a B2B side and a B2C side. The
B2C side will sell innovative IoT enabled products while the
B2B side will be providing enterprise wide solutions to the
government and other businesses thereby making them lean and
efficient
1) Short Term Strategy
• The first and immediate decision would be to take the decision
to move from the mobile sector altogether (in a phased
manner) and transition on-to the IoT devices sector
• The next plan of action will be to purchase licenses from
existing companies and set up in-house development at the
same time
• Mobile sales along with a couple of actions will
provide the necessary revenue for setting up the IoT
division of the company-
o Liquidate all subsidiaries of Micromax and
sell those assets off to fund the IoT division
(Micromax Informatics FZE, YU Televentures
Pvt. Ltd, Mobi Serve, Bhagwati Products)
o Sell of all excess assets (depreciating and
amortizing) that are related to the Mobile
Domain
End Goal- Successfully transition to IoT based company
2) Medium Term Strategy
• Micromax will start ultimately sell IoT enabled
devices, so it is best to merge IoT along with its
already existing consumer electronics division
• Hiring expert developers and product managers who
will be able to come up with innovative products that
add value to customer’s lives
• Foster an ecosystem of its own products
• Start off the B2B side of its operations making other
businesses operate profitably and productively
• Start IoT based consultation
End Goal- Successfully begin operations in its IoT
services and consumer electronics enabled domain
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ROADMAP
Utilizing Existing
Infrastructure
Voice Assistant
Micromax venturing into IOT space
can utilise existing infrastructure.
Micromax came out with Voice
assistant, Aisha.
Aisha means Artificial Intelligence
Speech Handset Assistant.
Micromax can build on this voice
assistant and introduce it in the
initial B2C IOT devices.
The mobile application which once
was used as an unique feature for
smartphones for converting words
into actions can be leveraged to a
great extent
3) Long Term
• Micromax to have achieved economies of scale
and scope to manufacture IoT devices across
various domains with ease.
• Venturing into diversified IoT product domains
as mentioned in the previous slide.
• Interconnectedness of consumer electronic and
IoT product portfolio, providing a complete
ecosystem to consumers.
End Goal- Be known as the Indian IoT Giant

12. POST COVID 19 MARKET SCENARIO
India's contribution to global smartphone production had jumped to 16 per cent
in 2019 from 9 per cent in 2016, as several handset makers cut down output in
China or moved out due to the US-China trade war and received heavy
incentives by the Indian government to beef up manufacturing in the country,
according to a report by market intelligence firm Counterpoint Research
According to the International Data Corporation's or IDC quarterly mobile phone tracker, India's
smartphone market saw a relatively flat opening quarter with year-over-year growth of 1.5 percent to
32.5 million units
Inventories remained high throughout the distribution channels due to seasonally low demand in the first
quarter and this was clubbed with the COVID-19 impact from mid-March 2020 after the nationwide
lockdown was announced
The nationwide lockdown, which began on March 25 and extended until May 17, has had a serious
impact on businesses in India, with supply chain disruptions and lower consumer demand for the next
few quarters
The top 5 smartphone companies operating in India are Xiaomi, Vivo, Samsung,
Oppo and Realme. Except Samsung all companies are of Chinese origin. The
Highest market share was with Xiaomi followed by Vivo which overtook
Samsung in 3rd Quarter of 2019
Some Key trends
Counterpoint expects the entry-level segment to be hit the most, especially in emerging economies, driven
by impact on people's income in the unorganized labor sector and higher offline purchase tendency.
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13. CHALLENGES | INDIAN SMARTPHONE INDUSTRY OPPORTUNITIES | INDIAN SMARTPHONE INDUSTRY
Customer retention has become more challenging due to the imposition of social
restrictions amid the crises. Consumer behaviour has suddenly changed, especially
after lockdowns and shoppers are focusing on cheaper products and store brands ,with
spending being prioritized on basic needs and health products. Shoppers are in need of
faster and easier ways to shop and if they find it hard to purchase a particular brand,
they might look for other options that provide better shopping experience
As per the MHA’s lockdown relaxation rules, e-commerce is being allowed in green
zones, whereas physical stores are allowed to be open in green & orange zones.
However the demand drivers are present in big cities which are still in red zone and
has hence affected the sale of smartphones. Also the rule of engaging only 30% of the
workforce at any time and strictly adhering to the safety norms of social distancing
will affect the manufacturing units
The major players in the Indian smartphone industry are Chinese players like Xiaomi,
Oppo, Vivo which enjoy a considerable market share due to their eye catching features
at an affordable price. But the growing public concern on privacy issues and the Anti
China sentiments, would pose as a roadblock for these players
India is one of the most popular destinations for smartphone companies with as many
mobile users as the entire population of the United States. The number of smartphone
users in India was estimated to increase to about 442 million in 2022. It is the second
largest market for smartphones globally after China. The mobile phone market is
constantly in a state of flux and has become highly competitive, thus creating
difficulties for manufacturers to retain their market shares
Safety, Hygiene, Security, Access, Availability, Convenience and Trust will be the
main priority of crises hit consumers. The consumer mindset has changed from the
one seeking experiences in the pre-COVID times to seeking safety and security in
the current, post COVID situation. There is shift to a more cautious, conservative
and risk-averse consumer buying approach
The internet data consumption per person has increased, from only 4GB per month
to 1GB, all thanks to cheaper data packs provided by major telecom providers in
India. The Government of India’s modified FDI regulations on Chinese companies
and stress being laid on vocal for local movement, will help the local players to gain
some of the market share which they had lost to the Chinese counterparts
With the introduction of e-commerce, online payment & delivery apps,OTTs; the
smartphones have become an integral part of an individual’s life. Also, with the
online education picking up pace, the demand for cost effective smartphones is
going to increase by the end of second quarter of the market as the lockdown
relaxation are further normalised
Xiaomi, the leader in the industry in India was able to achieve this feat with its
strong online presence. Majority of its ales are accounted from online mode as
opposed to its retail outlets. With the pandemic scenario still present, the online
shopping mode has found an increased acceptance in costumers who are more
concerned about the health & safety more than ever. e-WOM(word of mouth) and
referrals are the most trustworthy form of marketing during crises as consumers find
it to be unbiased & trustworthy
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14. Thank You