Case Study Challenge : Introduction

Case Overview: Key Challenges

• Selecting top 2 Markets out of 5 keystates

•  To gain 5 % market share in selectedmarket

• Markets to select with target of•  50000 y !olume•  "0 Crore rupees in !alue

• #rice ands to focus in the selectedstates

• $!ercoming channel conicts

• Market Si&e

• 'eno!o(s #enetration

• Competition

• Socio)*conomic trends

Market +nalysis : Si&e and#enetration

•  Target Market : Maharashtra and Karnataka• Maharashtra and ,arnataka ha!e the highest !olume respecti!ely• 'eno!o has highest penetration in ,arnataka- .% in Maharashtra translates to

higher !olume compare to other / states

Parameters to select targetMarket:

 

Increasing Market Share

Competition Analysis:Karnataka :• Market share of largest player in any

segment is maimum ./%1a!a)./%-Mirama).0%-SM3)4%

Maharashtra:• Category with 67.50 is huge- 2

8illion rupees with Market leaderha!ing .2% share

Socio-Economic trends:Karnataka:• 'iteracy rate of more than 95%• #er Capita income s 990.5 -higher

than national• ;th  state in the terms of Moile

suscriers• 3o!ernment< initiati!e like M)$ne

Maharashtra:• =ighest per capita income among all

states

Steps to increase MarketShare :

+T' Marketing:• #romoting 'eno!o rand in moile category• Celerity endorsement to di?erentiate

eferral Scheme:• +ny uyer can get a discount of 5).0% on

referring 'eno!o moile to prospecti!e uyer• 3i!e a @niAue code to uyer which can e

eercised once

$nline channel Sell:• @se of online partner for ash sell of new

launches•  To reach consumer where retail support is no

there

'e!eraging 3o!ernments Bigital dri!e:• Integrating marketing campaign ased on

go!t< initiati!e like Moile one• Bigital India

Bi?erentiated Marketing Campaignfrom #C

 

Scenario +nalysis:

,ey target to achie!e in aDuarter:a< 50000 units from 2 states< s "0 crore in re!enue

 

Maharashtra ,arnataka

Sells in Volme:

Price !and to "ocs:

#riority .: 67.50#riority 2: E7.50)67/00

• Market is going to eplode in 67.50price and as more consumers aregoing to upgrade from featurephone to Smartphone

• In this segment- there is nodominant player

•  Second category E7.50)67/00 issandwich etween entry andpremium category

• 'eno!o has good Auality !alue formoney product in this range

• 8oth market has good potential inthis segment

#easons:

• #otential Sell is 5.-500 assuming 5%MS in each market

• +ssuming a!erage illing is s ;-000)4-000 F e!enue generated will e s/.crore to "0 crore

• +!erage illing in ,arnataka is s >"5>and Maharashtra is s 9.2.

 

$nline Gs< $Hine

• Bi?erentiated product portfolio:• Minimi&ing conict etween channels y di?erent product

o?erings•  Timing of product a!ailaility on $nline platform for limited period

• +dditional Galue added Ser!ices:• 'onger guarantee warranty period for retail products• *clusi!e accessories for retail store only

• egulatory and legal action against online player in etreme cases

+nswer to D;< C< Con"ront the partner and pt anend to thisPresentation created !y:+shish ChandelM8+ 20./).5-IIT Belhi

Steps to address #etail partnertrst:

Jigures used in presentation are taken from Case pro!ided and Kews articles