A STUDY ON MARKETING OF INTEX MOBILE,

SHIVAMOGGA
CONTENTS
Chapter 1
INTRODUCTION
 Introduction
 Statement of the problem
 Objectives of the study
 Scope of the study
 Methodology
 Limitation of the study

Chapter 2
INDUSTRY PROFILE
 Introduction
 Nature of the Industry
 Players in the market
 Booming sectors
 Manufacturing Service
 Consider these statistics
 Challenges
 Business to Consumer
 Business-to-business

Chapter 3
COMPANY PROFILE
 Introduction
 History
 Mission, Vision and Goals

1
  Voyage of its Developments
 Awards and Accreditations

Chapter 4
DATA ANALYSIS AND INTERPRETATION

Chapter 5
SUGGESTIONS AND CONCLUSION
 Suggestions
 Conclusion

Annexure
Questionnaire
Bibliography

2
 Chapter 1
INTRODUCTION

 Introduction
 Statement of the problem
 Objectives of the study
 Scope of the study
 Methodology
 Limitation of the study

3
INTRODUCTION
Customer satisfaction, a term frequently used in marketing, is a
measure of how products and services supplied by a company meet or
surpass customer expectation. Customer satisfaction is defined as "the
number of customers, or percentage of total customers, whose reported
experience with a firm, its products, or its services (ratings) exceeds
specified satisfaction goals"
It is seen as a key performance indicator within business and is often
part of a Balanced Score Mobiled. In a competitive marketplace where
businesses compete for customers, customer satisfaction is seen as a key
differentiator and increasingly has become a key element of business
strategy.
Within organizations, customer satisfaction ratings can have powerful
effects. They focus employees on the importance of fulfilling customers’
expectations. Furthermore, when these ratings dip, they warn of problems that
can affect sales and profitability. These metrics quantify an important
dynamic. When a brand has loyal customers, it gains positive word-of-mouth
marketing, which is both free and highly effective.
Therefore, it is essential for businesses to effectively manage customer
satisfaction. To be able do this, firms need reliable and representive measures
of satisfaction.
In researching satisfaction, firms generally ask customers whether their
product or service has met or exceeded expectations. Thus, expectations are a
key factor behind satisfaction. When customers have high expectations and
the reality falls short, they will be disappointed and will likely rate their
experience as less than satisfying. For this reason, a luxury resort, for

4
example, might receive a lower satisfaction rating than a budget motel even
though its facilities and service would be deemed superior in “absolute”
terms.
The importance of customer satisfaction diminishes when a firm has
increased bargaining power. For example, cell phone plan providers, such as
AT&T and Verizon, participate in an industry that is an oligopoly, where only
a few suppliers of a certain product or service exist. As such, many cell phone
plan contracts have a lot of fine print with provisions that they would never
get away if there were, say, a hundred cell phone plan providers, because
customer satisfaction would be way too low, and customers would easily have
the option of leaving for a better contract offer.
There is a substantial body of empirical literature that establishes the
benefits of customer satisfaction for firms.
Customer satisfaction provides a leading indicator of consumer purchase
intentions and loyalty. Customer satisfaction data are among the most
frequently collected indicators of market perceptions. Their principal use is
twofold:
1. Within organizations, the collection, analysis and dissemination of
these data send a message about the importance of tending to customers
and ensuring that they have a positive experience with the company’s
goods and services
2. Although sales or market share can indicate how well a firm is
performing currently, satisfaction is an indicator of how likely it is that
the firm’s customers will make further purchases in the future. Much
research has focused on the relationship between customer satisfaction
and retention. Studies indicate that the ramifications of satisfaction are

5
 most strongly realized at the extremes. On a five-point scale,
individuals who rate their satisfaction level as “5” are likely to become
return customers and might even evangelize for the firm. (A second
important metric related to satisfaction is willingness to recommend.
This metric is defined as "The percentage of surveyed customers who
indicate that they would recommend a brand to friends." When a
customer is satisfied with a product, he or she might recommend it to
friends, relatives and colleagues. This can be a powerful marketing
advantage.) Individuals who rate their satisfaction level as “1,” by
contrast, are unlikely to return. Further, they can hurt the firm by
making negative comments about it to prospective customers.
Willingness to recommend is a key metric relating to customer
satisfaction.

Mobile Marketing
Mobile marketing is marketing on or with a mobile device, such as a smart
phone. Mobile marketing can provide customers with time and location
sensitive, personalized information that promotes goods, services and
ideas. In a more theoretical manner, academic Andreas Kaplan defines
mobile marketing as "any marketing activity conducted through a
ubiquitous network to which consumers are constantly connected using a
personal mobile device

Mobile Marketing involves communicating with the consumer via cellular

(or mobile) device, either to send a simple marketing message, to

6
introduce them to a new audience participation-based campaign or to
allow them to visit a mobile website.
Some of the tools of the trade and a few of the concepts that will be
featured in this Mobile Marketing 101 series are:
 Multimedia Messaging Services (MMS)
 Unstructured Supplementary Service Data (USSD)
 Bluetooth, Wireless and Infrared
 Mobile Internet and Social Media
 Mobile Applications
Mobile connectivity not only enables people to connect to the Internet via
a cellular telephone, PDA or other gadget, but also consolidates
the different communication channels in a simple, yet effective, medium.
Cheaper than traditional means for both the consumer and the marketer -
and easy enough for almost any age group to understand and engage with -
Mobile Marketing really is a streamlined version of traditional
e-Marketing.

Statement of the Problem

A study problem in general refers to the difficulty, which a
researcher experiences in the context of either a theoretical or practical
situations and wants to obtain a solution for the same. It is rightly said
that a problem clearly stated is a problem half solved. Thus defining
research problems properly is a prerequisite for any study and a step of
highest importance.
An attitude refers to the inner feeling of an individual. It shows
whether a person is favorable or unfavorable to the particular brands of

7
products in the case of Intex Mobile. This attitude will change from man
to man, and from time to time, the people have different attitudes. How the
people behave while purchasing Intex Mobile, what are the factors they
will consider, what factors influence a buying decision? There are some
questions concerned under the consumer questionnaire survey. It is also
the part of research.

Objectives of the study

 To assess the Potential Market for Intex Mobile service quality at the
service provider.
 To know loyalty towards the service provider.
 To analyse the effectiveness of the advertisement and promotional
strategy over the consumers of the service centers.
 To assess the satisfaction/dissatisfaction over services offered by the
dealer’s service centre for all Sony products.
 To rate the staffs of the service centre.
 To find out after service customers have found any problem regarding
the service.
 To assess the fulfillment of commitments during the service process.
 To assess the customer expectation from authorized service centers.
 To reveal suggestion to the service centre for providing better service
to customers.

8
Scope of the study
The scope of the study was restricted to Shimoga city. The study is
intended to collect primary data directly from the consumer. Hence, the
businessman and professional persons were contacted in their free time and
interviewed to know their preference among the Intex mobile available in
Shimoga.
The report gives detailed information of industrial and company
profile, which can be used as a data bank for further study. On the basis of
information received from the customers of Intex mobile, the company can
improve its after sales service accordingly

Methodology
Research methodology is considered as the nerve of the project.
Without a proper well-organized research plan, it is impossible to complete
the project and reach to any conclusion. The project was based on the survey
plan. The main objective of survey was to collect appropriate data, which
work as a base for drawing conclusion and getting result.
Therefore, research methodology is the way to systematically solve
the research problem. Research methodology not only talks of the methods
but also logic behind the methods used in the context of a research study
and it explains why a particular method has been used in the preference of
the other methods.

Data collection Method

In order to achieve objectives of this project study, it was very necessary
to collect data for different information required.

9
Primary data
Primary data comprises of direct responses or firsthand data collected
from different respondents for Intex Mobile. Questionnaire was used as
the major tool in collecting primary data for our research. Primary data
also collected through the direct interview with the respondents.
Secondary data
Secondary data is the data, which is not gathered for the immediate study
at hand but for some other purposes. Secondary data for the research is
collected through magazines like Business World, newspapers, Auto
magazines and internet etc. Therefore both the types of data were used in
order to collect information for the study.

Limitation of the study

 Sample size was not large enough to represent an entire population and
was limited to 50 respondents.
 The study was constrained only to Shimoga city. A more intensive
study would be necessary to arrive at exact conclusion.
 The study of limited only to film centre Mobiles and survey revealed
the “Potential market for Intex Mobile”.
 The time frame was only five weeks due to which every respondent
could not be covered.
 The entire respondent did not answer each and every given in the
questionnaire.

10
 Chapter 2
Industry Profile
 Introduction
 Nature of the Industry
 Players in the market
 Booming sectors
 Manufacturing Service
 Consider these statistics
 Challenges
 Business to Consumer
 Business-to-business

11
 Industry Profile

Introduction
Marketing through the Mobile Channel, “Mobile Marketing,” consists
of a unique, complex, mix of technologies, business skills, and marketing
expertise. It is a child born of the Internet revolution, and it is critical that
today’s marketers grasp its significance. It is one of the first new channels to
arise in over 50 years, and will quickly become a primary means of reaching
out to our customers.
People have become more and more comfortable with and reliant on
digital communication solutions, including the mobile phone. In fact, there
are now more mobile phone subscribers in the world (2.4 billion1), than there
are landline phones subscribers. The mobile phone is becoming a primary
means of communication, not only for voice but also for digital services,
email, digital photos, navigation, etc. Worldwide over 350 billion text
messages, also known as “SMS Messages,” are exchanged across the world’s
mobile networks every month, with over 15% of these messages, according to
the Yankee Group, being classified as commercial, or marketing, messages.
The objectives of mobile marketing campaigns are straightforward: increase
brand awareness, generate a customer profile opt-in database, drive up
attendance to events or visits to a store, improve customer loyalty and
increase revenues. Mobile Marketing does not stand alone; rather it leverages
traditional promotional channels, such as the recent Mobile Marketing
Campaigns associated with American Idol, The Apprentice, and the 2004
Superbowl MVP campaigns. The traditional marketing promotional value
chain consists of campaign sponsor (the brand), marketing agency, content

12
provider, and traditional promotional channel such as TV, radio, paper media
or even the Internet.

Nature of the Industry

Telecom is one of the fastest-growing industries in India. Today India
stands as the second-largest telecommunications market in the world. The
mobile phone industry in India would contribute US$ 400 billion in terms of
gross domestic product (GDP) of the country in 2016. This sector which is
growing exponentially is expected to generate about 4.1 million additional
jobs by 2020, as per Groupe Speciale Mobile Association (GSMA).
In the period April 2000 to January 2016, the telecom industry has got
in foreign direct investments (FDI) of about US$ 59,796 million, which is an
increase of 6 per cent to the total FDI inflows in terms of US$, as per report
published by Department of Industrial Policy and Promotion (DIPP).
India’s global system for mobile (GSM) operators had 4.14 million
rural subscribers as of January 2016, bringing the total to 285.35 million.
Data traffic powered by third generation (3G) services grew at 146 per
cent in India during 2015, higher than the global average that saw usage
double, according to an MBit Index study by Nokia Siemens Networks
(NSN).
India's smartphone market grew by 171 per cent in 2015, to 44 million
devices from 16.2 million in 2014, as per research firm IDC India. The
increasing popularity of bring-your-own-device (BYOD) in the workplace is
further adding momentum to the smartphone market.

13
Indian telecom industry has grown from a tele-density of 3.58% in March
2001 to 74% in June 2015. This great leap in both number of consumers as
well as revenues from telecom services has not only provided sufficient
contribution in Indian GDP growth but also provided much needed
employment to India youth.

Players in the market

BSNL is the market leader with a 67.7 per cent share followed by
MTNL with 11.5 per cent market share. Next is Bharti Airtle at 10.9%
followed by Tata and Reliance at 5% and 4.1% respectively.
BSNL as a company is growing and showed annual revenues of
approximately $4.5 billion as of 2016. BSNL is serving more than 125
million customers across the country and is catalyst in checking the price
point for telecom services.
Also, with the government intensifying its rural focus, only BSNL can
turn into reality the next wave of rural telecom penetration.
BSNL is a 100% Central Government entity and employees with BSNL
are entitled to get salaries and perks as decided by Government of India and
not by BSNL
However both, MTNL and BSNL are plagued by declining revenues
coupled with high costs. BSNL has massive infrastructure, manpower,
systems, and 80 per cent of landlines and 90 per cent of broadband
connections in India are operated by it.

14
“Vodafone is investing nearly US$ 3 billion over the next two years in India
in expanding its network infrastructure and distribution channel in the
country,” as per Vittorio Colao, CEO, Vodafone Plc.
BlackBerry plans to set up enterprise solutions centres to educate
corporate customers about various BlackBerry Enterprise Service (BES) 10
solutions. "India is one of the fastest growing markets in terms of smartphone
and mobile data adoption,” said according to Sunil Lalvani, Managing
Director (MD), BlackBerry India.
Tata Teleservices plans to set up nearly 4,000 wi-fi hotspots in nine
cities across the country in the next two years.

Booming sectors
The tide has turned for the telecom sector in India, as growth and
profitability has accelerated in recent times. Tower companies are reaping
benefits of a turnaround in the sector as operators have started investing in
networks to boost data penetration.
However it is in the country’s booming mobile segment in which the
major battles are being fought. Three major private players – Bharti, Reliance
and Vodafone - with a formidable 54% share of the market between them,
lead a large field of mobile operators. State-owned enterprises –BSNL and
MTNL – have also been making their presence felt with a combined market
share of 12%.

A look ahead
According to Craig Wigginton, vice chairman and U.S.
Telecommunications leader, Deloitte & Touche LLP, the big challenge for the

15
telecom industry in 2016 – which also presents a major growth opportunity
for the sector – is that consumers are getting addicted to connectivity and
speed.
The ongoing expansion of the mobile ecosystem, coupled with demand
for high-bandwidth applications and services such as video and gaming, is
keeping pressure on the industry to increase the availability and quality of
broadband connectivity.
What does this mean for players in the sector? Carriers will continue to
pursue technological advancements to handle demand, including offloading
some mobile bandwidth needs to Wi-Fi, which is proving an effective
complement to mobile networks. At the same time, long-term spectrum
availability, spectrum efficiency, small cells and continued backhaul
improvements are likely to be a key focus to assure continued mobile
broadband momentum.

Manufacturing Service
Industry context
Mobile technology can bring about significant efficiencies in
manufacturing operations. Among large manufacturers, more than half of the
process manufacturing industry and more than a third of the discrete
manufacturing industry already use mobile technologies in their assembly
lines in the form of either RFID-based sensor networks or ruggedized mobile
devices to automate portions of their manufacturing processes.
Mobile technologies are now increasingly playing an important role in
accessing enterprise data to improve and accelerate decision-making in
manufacturing enterprises.

16
Consider these statistics
 Over 80% of manufacturers want to increase reliability on mobility in
their manufacturing processes
 Over 70% view it as a key factor in converting downtime to productive
time.
In short, for the manufacturing industry, mobile technologies are the perfect
“last node” automation solution to increase employee and asset productivity,
efficiency, and automate processes.

Challenges
Mobility solutions offer great potential, yet pose a variety of challenges:
 How can mobile technologies be used to increase employee and asset
productivity?
 Which technologies must they invest in?
 What processes should be targeted first? What should the road map
look like?
 Can there be a single solution that can target all manufacturing related
functions such as production, quality, maintenance, production,
engineering, and plant management?
 How will the solution be integrated with manufacturing IT systems?

Business to Consumer
While most companies that sell directly to consumers can be referred to
as B2C companies, the term became immensely popular during
the dotcom boom of the late 1990s, when it was used mainly to refer to online
retailers, as well as other companies that sold products and services to

17
consumers through the Internet. Although numerous business to consumer
companies fell victim to the subsequent dotcom bust as investor interest in the
sector dwindled and venture capital funding dried up, B2C leaders such as
Amazon.com and Priceline.com survived the shakeout and went on to rank
among the most successful companies in the world.

Business-to-business (B2B) refers to a situation where one business makes a

commercial transaction with another. This typically occurs when:
 A business is sourcing materials for their production process, e.g. a
food manufacturer purchasing salt.
 A business needs the services of another for operational reasons, e.g. a
food manufacturer employing an accountancy firm to audit their
finances.
 A business re-sells goods and services produced by others, e.g.
a retailerbuying the end product from the food manufacturer

18
 Chapter 3
Company Profile

 Introduction
 History
 Mission, Vision and Goals
 Voyage of its Developments
 Awards and Accreditations

19
 Company Profile
Introduction
Intex Technologies, incepted in the year 1996 is an Indian smartphones,
consumer durables and IT Accessories manufacturer. Intex is headquartered
inNew Delhi, India. Intex manufactures Smartphones, IT accessories
and consumer electronicsdurables.
Intex is an ISO 9001:2008 certified company. It has a portfolio of more
than 15 product categories ranging from mobile handsets, wearable devices,
home theatre solutions, multimedia speakers, and DVD players, LED / LCD
TVs, induction cookers, washing machines and more.
India's first Firefox OS powered mobile phone, Intex Cloud FX, was
launched by Intex. India's First Linux-based Sailfish OS powered mobile
phone, theAqua Fish is announced to be released during the first quarter of
2016 after introducing it during World Mobile Congress 2016 at Barcelona in
Spain.

History
Intex Technologies (India) Ltd. was incepted in the year 1996 by
Mr. Narendra Bansal, the founder and CMD of Intex Technologies. It started
in 1990s with trading of Audio and Video cassettes. In 1993 International
Impex was formed which dealt in floppy disks, ethernet cards and other
accessories. In 1996, Intex Technologies was formed. The name came from
International Impex, the first company of Mr. Narendra Bansal. By 2000,
Intex introduced multimedia speakers and expanded its business outside
Delhi. Overall company's turnover reached 32 Crores by 2003. By 2006
consumer electronics, with offerings like DVD players, LED/ LCD TVs,

20
induction cookers, home theatre solutions were introduced to the business.
Intex technologies started its mobile phone business in the year 2007.
Intex Technologies achieved a turnover of Rs 4000 crore in FY14-15. Intex
has signed up with Mukesh Ambani-led Reliance Jio Infocomm to
supply 4G handsets. These handsets will be enabled with voice over
LTE VoLTEfeature.

Voyage of its Developments

1985 Intex founded and established as a developer of spreadsheet add-in
products for Lotus 1-2-3 and later Microsoft Excel.
1987 Intex launches a novel bond calculator, both as a spreadsheet add-in
and as a C-callable subroutine library.
1988 Intex introduces the first MBS calculator add-in and subroutines
library.
1990 Intex develops its proprietary "CDI" deal modeling language and the
Intex Subroutines for PC and Unix platforms, along with initial release of
the Intex agency-backed CMO/REMIC deal model library. Gains
recognition as the first independent software company to accurately model
complex Re-REMIC deals.
1992 Intex expands its deal model universe to include non-agency,
residential whole loan-backed CMO/REMIC deals. Makes significant
improvements to the Intex deal modeling language and Subroutines in
order to properly handle loss/severity stress scenarios characteristic of
non-agency deals.
1994 Intex forges its first relationship with a third-party application
provider. Today, clients can access and use Intex's deal model libraries

21
within over two dozen specialized, third-party software products for
applications ranging from trading and portfolio management to risk
management and asset/liability management.
1995 The Intex deal model library expands to include ABS deals,
including Home Equity, Manufactured Housing, Credit Card, Automobile,
Equipment and other related ABS asset sectors. The Intex CMO and ABS
deal model library surpasses 5,000 deals.
1996 Initial introduction of the Intex CMBS deal model library.
1997 Intex introduces INTEXdesktop™, a Windows-based end-user
application, for use of the Intex deal model libraries through a point-and-
click interface.
1998 Intex launches INTEXnet™, a web-enabled alternative to
INTEXdesktop that can be accessed from any location without the need
for client-resident software or data downloads.
2000 Intex models its 10,000th deal.
2000 Initial release of Intex DealMaker™, a Windows structuring
application that has become an industry standard for structuring RMBS,
CMBS, and CDO deals.
2001 Introduction of the Intex CDO deal model library. Intex becomes the
first and only company to offer robust, accurate support for CDOs backed
by structured assets, leveraging the now very complete Intex RMBS, ABS
and CMBS deal model libraries.
2003 Intex models its first European deal. Today, Intex European RMBS,
ABS, CMBS and CDO deal model libraries are used by major arranging
banks and investors throughout Europe and around the world.

22
2004 Intex models its 15,000th deal. Intex begins to expand its support for
deals issued in other regions of the world, including Japan and other parts
of Asia.
2006 Intex European office opened in London. Intex models its 1,000th
European deal, each one capable of generating cashflow projections under
user-specified prepayment and loss scenarios.
2007 Intex introduces a Student Loan ABS deal model library.
2008 Intex introduces a Reverse Mortgage deal model library.
2008 Intex's deal model library continues to expand with over 20,000
deals, including a complete collection of European deals, each modeled for
accurate cashflow and price/yield analysis under user-defined prepayment
and loss scenarios.
2009 Intex implements TALF financing model in INTEXdesktop™ and
INTEXnet™.
2010 Inaugural version of INTEXcalc™, with support for single-security
and "multiple positions price/yield" functionality for pre-price and active
US RMBS and US Home Equity transactions.
2010 Intex announces INTEXreds™.
2011 INTEXcalc™ debuted support for the global RMBS, CMBS and
ABS asset sectors, as well as portfolio functionality.
2015 Intex Chinese office opened in Shanghai.

23
Distribution and Global Presence
Intex has 29 branches - stock and sales offices, a distribution network
comprising 1100+ distributors and 80,000+ dealers spread across the country.
Products are also available at more than 250 dedicated counters of reputed
chains of hyper markets and specialty stores across the country, on TV
shopping channels and e-commerce sites. Intex has a Pan-India network of
sales and service centers comprising 29 branches and over 900 service touch
points. Intex has a global presence with its products available in more than 90
countries

24
Awards and Accreditations
Intex Technologies in November 2015 became India's No. 1 mobile handset
brand.
Mobility Excellence Award 2015
Intex claimed top three honors at the first edition of Mobility Excellence
Awards 2015.
 Intex CLOUD FX was selected as the Best Firefox Smartphone by Jury for
being Asia’s first Firefox & India’s lowest priced smart phone

Mobby's Award 2015

 (MOBBY’S Awards (Awards for Excellence in Mobile Entertainment &
Digital Technology) - 2015 BEST USE OF SOCIAL MEDIA IN
MARKETING

Advertising campaigns
From 2013, Bollywood actor Farhan Akhtar was contracted as a brand
ambassador of Intex.
Intex, in the year 2016 also appointed leading superstar of Kannada film
industry, Sudeep as its new brand ambassadors for better association with
South Indian customers
In August 2015, Telugu Superstar Mahesh Babu was roped in as a brand
ambassador with the launch of a new Intex smartphone Intex Aqua Trend.
Suriya, Tamil superstar was roped in by Intex as a brand ambassador for
Tamil Nadu, in August 2015

25
Products Profile

iRist July 2015, With the launch of iRist, Intex became the first Indian
smartphone player to launch an Android-based smartwatch in India. Intex
iRist, weighs 83 grams, comes with a 1.56-inch sapphire glass screen with a
240 X 240 resolution. It has 1.2Ghz dual-core processor and 512 MB RAM,
the smartwatch supports 3G SIM and offers standalone calling feature. It runs
on Android KitKat 4.4.2. It has in-built Playstore app and GPS. It sports a 5.0
MP camera. Intex iRist has 4GB internal storage that can be expanded up to
32 GB. It has standby time of up to 200 hours and a talk time of up to 4
hours.

Intex Aqua Fish Is the first Sailfish OS smartphone in India and the
first Sailfish OS device by Intex.

Intex Aqua 4G+ It is the first 4G smartphone by Intex. It runs

on Android Lollipop 5.0, 5-inch HD display, 1.3 GHz quad-
coreMediaTek MT6735 processor with 2GB of RAM, 16 GB of inbuilt
storage.

26
Aqua Star 4G

Smart Awake gestures

Air shuffle
Smart motion
Wifi Hotspot Tethering
Camera Features: Multi angle view mode, Panorama mode, Face beauty
mode, Motion track mode, Live photo mode, HDR, Victory gesture capture,
Volume keys to shoot image, Anti flicker, Voice capture, Smile shot,Face
Detection
Emergency Rescue
Sound enhancement
Miravision Display Picture Quality optimization
D-Class loudspeaker
4G connectivity

27
Aqua Star II 16GB

Air Shuffle
Gest ure enable(smart wakup)
Camera with dual flash Light tone
Wifi Hotspot and tethering
camera features:Panorama,HDR,Volume UP & Down button to take
picture,Slow motion video Recording,Keep sounds picture,automatic
scene,GPS info,Normal mode,
FM radio and Recording, Sound recorder
fast charging
Screen Guard and Protection Cover

28
Aqua Style Mini

Amoled Display
Dual Sim ( GSM+WCDMA)
1GHz Dual core
512MB RAM + 4GB Internal memory
Autocall Record
FM Recording
FM Radio
LED Flash
GPS
Xender
Sound recorder

29
Tethering & portable hotSpot
Device Security:Screen Lock, Slide lock, Face unlock, Voice Unlock,Pattern,
PIN & Password lock

Recent Development
Intex is an Indian handset manufacturer which pivoted from making computer
peripherals. It started with feature phones and now also makes Android
smartphones. It is one of India's biggest smartphone makers. The company
has also manufactured TVs and recently launched an Android smartwatch in a
bid to expand its product portfolio. Intex's latest mobile launch is the Cloud
Gem+.The smartphone was launched in March 2016. The phone comes with a
4.00-inch touchscreen display with a resolution of 480 pixels by 800 pixels at
a PPI of 240 pixels per inch.
The Intex Cloud Gem+ is powered by 1.3GHz quad-core MediaTek
MT6580M processor and it comes with 512MB of RAM. The phone packs
4GB of internal storage that can be expanded up to 32GB via a microSD card.
As far as the cameras are concerned, the Intex Cloud Gem+ packs a 2-
megapixel primary camera on the rear and a 2-megapixel front shooter for
selfies.
The Intex Cloud Gem+ runs Android 5.1 and is powered by a 1400mAh non
removable battery. It measures 126.00 x 64.00 x 10.30 (height x width x
thickness) and weighs 114.00 grams.
The Intex Cloud Gem+ is a dual SIM (GSM and GSM) smartphone that
accepts Regular and Micro-SIM Connectivity options include Wi-Fi, GPS,
Bluetooth, FM, 3G.Sensors on the phone include Proximity sensor.

30
SWOT Analysis
Strengths
1. Value for money Smartphones offered in range of 5k-10k
2. Quad-core MediaTek processor paired with 512GB RAM, even 2GB RAM
in some variants
3. Stable performance for users looking for budget smartphones
4. Rear camera – 8MP with LED flash and 2MP front camera
5. Android Kitkat-based smartphone with dual-SIM support
6. Connectivity offered – 3G/4G ,GPRS/Edge, Wifi, Micro-USB, FM radio,
Bluetooth
7. Battery of 2000mAh, with talk time of 8 hours and standby time of 300
hours
Weaknesses
1. Average battery capacity and Backup
2. Limited connectivity, no provision for 4G in some handsets
Opportunities
1. Include 4G connectivity in all handsets
2. Improve battery performance
Threats
1. Pricing and specifications make it competitive with other devices in the
price bracket
2. Adaptive brightness is good , but brightness level of display proved to be
disappointed.

31
 Chapter 4
DATA ANALYSIS AND INTERPRETATION

32
 DATA ANALYSIS AND INTERPRETATION
This chapter is aimed at establishing user profile on various factors.
It is necessary to develop a respondent’s profile, in order to understand
consumer behavior to find out what factors introduce them to buy the
product. It is also necessary to establish the design preferred by them and
their price expectation in order to make necessary modifications before
introducing the product under consideration. The consumer or the
respondents profile has been developed according to usage, age, monthly
income and occupation. The data collected is based on these factors were
tabulated, analyzed and interested in this study of consumer behavior
towards Intex mobile.
Table-1
Age wise classification of respondents
Age group No. of respondents Percentage
Below 20years 07 14
20-25years 19 38
25-30 years 06 12
30-35 years 04 08
above 35years 09 18
Total 50 100
Source: Survey analysis

Analysis: It is evident from the above table that 38% of the respondents
i.e. 19 members are in the age group of 20-25 years, which consists of
students, executives. 18% of respondents are sales representative and

33
professional in the age group of above 35 years. They are the main users
of Intex mobile.

Graph shows age wise classification of respondents

20
18
16
14
12
10
8
6
4
2
0
Below 20-25years 25-30 years 30-35 years above
20years 35years

34
Table-2
Occupation wise classification of respondents
Occupations No. of respondents Percentage
Students 22 44
Govt. Employee 05 10
Pvt. Employee 01 2
Business man 16 32
others 06 12
Total 50 100
Source: Survey analysis
Analysis: The above table reveals that the majority of respondents are
Government employee 10% and followed by businessmen 32%, students
44% and others 12%.
From the above table it is clear that the majority of mobile users are
businessmen followed by employees.
Graph shows Occupation wise classification of respondents

others
12%
Students
44%
Business
man
32% Govt.
Employee
10%

Pvt.
Employee
2%

35
Table-3
Income-wise classification of respondents
Income (per annum) No. of respondents Percentage
Less than 50000 23 46
50000-100000 20 40
100000-150000 07 14
Above 150000 0 00
Total 50 100
Source: Survey analysis
Analysis: From the above table Company can come to conclusion that
though members belong to less than 50000 income, No of respondents is
23 ie 46% and 50000-100000 respondent is 20 i.e. 40%.
They use mobile phones because of their necessity. So the
companies can reduce the prices and make more number of consumers
from this group to use their products.
Graph shows income wise classification of respondents
100000-150000 Above 150000
14% 0%

Less than 50000

46%

50000-100000
40%

36
Table-4
The Level of Consumer Satisfaction
Factors No of respondents Percentage
Easy to operate 22 44
Good performance 20 40
Better clarity 4 8
Others 4 8
Total 50 100
Source: Survey analysis
Analysis: From the above table it is clear that level of consumer satisfy
with Intex mobiles factors that contains good performance are having 22
of respondents i.e. 44% and Good performance i.e. 20 respondent of 40%.
Than Better clarity, others factors is also satisfying consumer needs
Graph shows the level of consumer satisfaction towards

25 22
20
20

15

10
4 4
5

0
Easy to operate Good Better clarity Others
performance

37
Table-5
Classification of respondents based on brand wise
Brands No. of respondents Percentage
Intex 25 50
Nokia 05 10
LG 04 08
Sony Ericsson 16 32
Total 50 100
Source: Survey analysis
Analysis: From the above table It is clear that majority of the mobile
phone users prefer Intex (50%) of the number of facilities provided in the
handsets and majority were buying Intex mobile.
Because of price factor, display, design, music edition, camera
status. which is satisfies consumers desires.
Graph shows classification of respondents based on brand wise
30
25
25

20
16
15

10

5
5 4

0
Intex Nokia LG Sony Ericsson

38
Table-6
Table factors influencing respondents in buying a particular brand
Factors No. of respondents Percentage
Price 9 18
Size 1 2
Battery life 32 64
Display 7 14
Design 1 2
Others 6 12
Total 50 100
Source: Survey analysis
Analysis: In the above table each respondent has ticked for more than
particular brand for battery life i.e. 32 respondents of 64%. for price i.e 9
respondents of 18%. and also for display i.e.7 respondents of 14 %
So this table shows the attitude of Samsung.
Graph shows factors influencing respondents in buying a particular
brand
35
32

30

25

20

15

10 9
7
6
5
1 1
0
Price Size Battery life Display Design Others

39
Table-7
Table classification of respondents on the basis of advertisements

Brands No. of respondents Percentage

Intex 34 68
Nokia 4 08
LG 2 04
Others 10 20
Total 50 100
Source: Survey analysis

Analysis: From the above table 68% respondents i.e 34 members. All had
remembered the advertisement of Samsung.

Figure classification of respondents on the basis of advertisements

Others
20%
LG
4%

Nokia Intex
8% 68%

40
Table-8
Classification of respondents on the basis of source information with
regard to the advertisements
Media No. of respondents Percentage
Newspaper 09 18
Magazine 10 20
Television 28 56
Friend and Relatives 03 06
Total 50 100
Source: Survey analysis
Analysis: From the above table it is clear that television i.e. respondent of
28 of 56% and magazine having 10 respondents of 20%. Which play an
important role in reaching the consumers. Although, Newspaper 9
members of 18%, friends and relatives are 6% good response in the field
of advertisement.
Graph shows classification of respondents on the basis of source
information with regard to the advertisements
Friend and
Relatives
6%
Newspaper
18%

Magazine
20%
Television
56%

41
Table-9
Classification of respondents from whom Intex mobile phones purchased
Marketers No. of respondents Percentage
Authorized dealer 40 80
Intex showroom 02 04
Online shopping 07 14
Other 01 02
Total 50 100
Source: Survey analysis
Analysis: In this table Company can see that many of the respondents buying
a mobile from an authorized dealers i.e. 80%. Secondly, from online shopping
14%. Even from the other marketers who will give the better suggestions and
good information about the Intex mobile.
Graph shows classification of respondents from whom Intex mobile
phones purchased

2%

4% 14%

Authorized dealer
Intex showroom
Online shopping
80%
Other

42
Table-10
Classifications of respondents based on buying criteria of the Intex
mobile phones
Criteria No. of respondents Percentage
Guarantee 32 64
Availability 06 12
After sale service 07 14
Price 05 10
Others 0 0
Total 50 100
Source: Survey analysis
Analysis: Here, Company can see that people have given more importance
to the guarantee, i.e. 32 respondents of 64% then after sale service having
of 7 respondents of 14%. Which is of more importance too. Availability,
where the people trust for it, then looks for the price of the Samsung
android phones for the particular brand.
Figure classifications of respondents based on buying criteria of the
Intex mobile phones

Others
0%

Price
10%

After sale
service
14%

Availability
12% Guarantee
64%

43
Table-11
Classification of respondents on which service providers it is
networked
Service providers No. of respondents Percentage
Idea 07 14
Tata Docomo 10 20
Airtel 13 26
Vodafone 05 10
BSNL 15 30
Total 50 100
Source: Survey analysis
Analysis: This table gives the information about the number of
respondents who are having Samsung android phones, which are
connected with the respective service providers. Here, majority of them
are BSNL i.e 15 respondents of 30% and Airtel which have the 13
respondents of 26%.
Which has very good coverage. And also the Docomo, Idea is also
good network coverage of the cities in Karnataka.
Graph shows classification of respondents on which service providers
it is networked

Idea
BSNL 14%
30%
Tata Docomo
20%

Vodafone
10%
Airtel
26%

44
Summery of observation
From the survey, Company came to know that Intex mobile is good and
standard product and used by all section of people. However, there are
people who use other brands of Intex mobile liked Sony Ericsson,
Motorola, LG, Nokia etc. to increase the market share of Samsung co .
They should play an important role of course, there is no question of
improving the quality of product because the product is very good. But
most of the respondents suggest that the price is costly and it should be
little bit low.

45
 Chapter 5
SUGGESTIONS AND CONCLUSION

 Suggestions
 Conclusion

46
 SUGGESTIONS AND CONCLUSION

Suggestions
 TV advertisements can be renewed explaining the product feature and
aggressive marketing will help the company.
 Awareness of the product is less among the people. So, the company
may take several steps to create such awareness regarding its values to
the customers. The company can adopt new strategies and policies to
overcome the competition
 Advertisement is a powerful element of spreading information. People
with less purchasing power cannot afford to buy a product though the
advertisement creates a strong desire to purchase the product.
Advertising stress quality and price rarely. This forms an indirect
guarantee to the consumers of the quality and price.
 A price of the Intex mobile and service providers is very high and it is
difficult to purchase the Intex mobile for middle-income group people.
So, the company should reduce the prices of cell phone and service
providers as much as possible.
 In Shivamogga, there is a better service centers are provided. which has
named as Samsung his makes helpful to consumers who were having
the Samsung android mobiles. The Samsung service center is good and
helpful for consumers. But the consumers having some problem upon
the Samsung center that is of servicing which is not guaranteed and not
properly having in time. Hence, the company should concentrate on
those factors, which makes good for consumers and improve in good
service and makes the care centers in large number.

47
 The research by medical science has revealed that Intex mobile are the
causes of many health problems such as Skin diseases and cancer.
Therefore steps should be taken to solve these types of problems.
 Cell phone makes it easy to communicate people all over the world.
Technology makes it possible to choose when and where we want to be.
It is now possible to work anywhere, reach anyone from your home by
simply pressing phone button.
 The effect of mobile phone radiation on human health is the subject of
recent interest and study, as a result of the enormous increase in mobile
phone usage throughout the world. Mobile phones use electromagnetic
radiation in the microwave range. Other digital wireless systems, such
as data communication networks, produce similar radiation.

Conclusion
The customer market is the final market for which economic
markets have to be understood before marketing plan of the products are
planned. Most of the time, it is the psychological factors, which influences
the consumer to purchase a product. With the hope of fulfilling all the
desired goals. The customer’s personal factors, perceptions and attitudes
are not controllable by the market but later can influence the consumer
indirectly. From the study conducted on various groups of people, certain
trends can be observed which will help to obtain the objectives set in the
beginning. Though particular piece of results may not make much sense in
itself. If it put together, the results show some discerning features of the
Intex mobile market. The customer’s survey shows that a good number of
customers in the market segment are professionals/executives and

48
businessmen. This category has an overall demand for Intex mobile. As
for as the age profile is concerned the 20-25 and 25-30 age group
constitutes the prominent group. The role of the professionals and
businessmen in this market are discernible. Intex mobile usage is
increasing day-by-day. The number of units sold during these years has
increase tremendously. Therefore, packages and the cost of the Samsung
Note 3 being reduced may lead to usage tenfold to the present over the
coming years.

49
Annexure
Questionnaire

I am studying in final year BBM in Sahyadri Arts and Commerce

College, Shivamogga. For the partial fulfillment of the BBM Degree, I
have undertaken a project work and conducting survey on “A study on
Marketing of Intex Mobile”, Shivamogga
Kindly span some of your valuable time to fill up the following
questionnaire. This will help me to complete my work successfully. The
information given by you will be used for academic purpose only.
Thanking you
Yours faithfully
Manja Naik .N

1. Name:
2. Address:………………………….
.........................................
3. Occupation:
Govt. Employee []
Private Employee []
Businessman []
Student []
Mention if any.............................
4. Qualification: _______________

50
5. Gender
Male []
Female [ ]
6. Age :
Below 20 years []
20-30 years []
30-40 years []
Above 40 years []
7. Do you own a cell phone?
Yes [] No []
8. IF yes, which one?
Intex []
Apple iphone []
Samsung []
Nokia []
Sony Ericsson []
Other _________
9. If you are using Intex phone , Why?
Easy to operate [ ] Good performance [ ]
Better clarity [ ] Other reasons [ ]
If other reasons please specify ........................................ ...
10. Which factors influenced in buying this Intex mobile?
Price [ ]
Size [ ]
Battery life [ ]
Music [ ]

51
 Design [ ]
Camera [ ]
Other [ ]

11. Which cellular phone advertisement do you remember?

Samsung [ ]
Nokia [ ]
Apple iphone [ ]
Intex [ ]
Sony Ericsson [ ]
Other _________
12. Identify the source of information with regard to Intex mobile?
Newspaper [ ]
Magazine [ ]
Television [ ]
Internet [ ]
Friend and Relatives [ ]
13.Where did you purchase your Intex phone ?
Authorized dealer [ ]
Showroom [ ]
Online shopping [ ]
Other [ ]
14. Which service provider your cellular phone is network?
Idea [ ]
Tata docomo [ ]
Airtel [ ]

52
 Vodafone [ ]
BSNL [ ]
Other [ ]
15. Should there be more service providers.
Yes [ ] No [ ]
16. What is your opinion about services providing by Intex phone ?
Excellent [ ]
Good [ ]
Better [ ]
Satisfactory [ ]
17. Would you have find any default in Intex phone ?
Battery [ ]
Network IC [ ]
None of them [ ]
Other [ ]
18. What do you feel about the price of the Intex mobile?
Highly satisfied [ ]
Satisfied [ ]
Average [ ]
Dissatisfied [ ]
19. Your opinion towards Intex phone, give suggestion.
_____________________________________________________
Thanking You

Place: Signature
Date:

53
 Bibliography

Books
 G. C. Beri, Marketing Research, Himalaya Publishing, 2003, P 34,
56
 Philip Kotler, Marketing Management, Himalaya Publishing, 2005,
P 60-78
 Kothari C. R. ‘Research Methodology’ , New Age International
Limited, Fifth Edition (2005)
 Saxena Rajan, Marketing Management, Tata Mcgraw, New Delhi,
2006

Magazine
 Times of India
 Economic times
 India Today
 Business world

Internet:
 http:wikipedia.org/wiki
 www.intex.com
 www.google.co.in

54