GOEL INSTITUTE OF TECHNOLOGY &

MANAGEMENT

“PACKAGED SUGARECANE JUICE”

SUBMITTED IN PARTIAL FULFILLMENT OF REQUIREMENT FOR
THE
AWARD OF DEGREE
OF
MASTER OF BUSINESS ADMINISTRATION
TO
Dr.A P J Abdul Kalam Technical University, Lucknow

SUBMITTED BY:
ANJALI GUPTA
MBA 1st Year

SUBMITTED TO
VIDUSHI SRIVASATAVA

(ASSISTANT PROFESSOR)

1
 DECLARATION

This is is to declare that I, ANJALI GUPTAstudent of MASTER OF

BUSINESSADMINISTRATION (MBA), have personally worked on a project
entitled–“PACKAGED SUGARECANE JUICE” the data mentioned in this report were
obtained during genuine work done and collected by me . The data obtained from other source
have been dully acknowledged. The result embodied in this project has not been submitted to any
other university institute for the award of any degree.

PLACE: LUCKNOW ANJALI GUPTA

DATE: MBA 1st Year
(GITM)

ACKNOWLEDGEMENT

2
I would like to express my deep sense of gratitude to all those people who have helped me with
their guidance and assistance during the research project without which this would not have been
possible.

I would like to convey my deep regards to our Director Dr. Rishi Asthana who have equipped
me with the requisite knowledge and help me to complete this project

I would like to express my gratitude to my coordinator Mr. Sharad Chandra who gave me the
opportunity to do this wonderful mini project.

Words are inadequate to express my gratitude to as well as our HOD Dr. Jyoti Agarwal
for her useful suggestions, which helped me in completing the project work.

I would like to convey my deep regards to our Ms. Vidushi Srivasatava(Assistant Professor)
and other faculties who have equipped me with the requisite knowledge and help me to complete
this project within limited time frame.

I would also like to thank my friend who helped me complete this project.

I am extremely grateful to my parents for their eternal love and their sacrifices for educating and
preparing me for my future. They have been my source of inspiration and had a very important
role in the completion of this project work.

ANJALI GUPTA
MBA 1stYear
(GITM)

3
 CONTENTS

S.No. TOPIC

DECLARATION
ACKNOWLEDGEMENT
PREFACE
TABLE OF CONTENT
1 EXECUTIVE SUMMARY
2 INTRODUCTION OF THE PRODUCT OR SERVICE
3 PRODUCT DETAIL DESCRIPTION WITH DIAGRAM
4 OBJECTIVE OF THE INNOVATION
5 NEED OF INNOVATION
6 SOURCE OF IDEA
7 PROTOTYPE
8 USES OF THE PRODUCT/SERVICE
9 FUNCTIONAL AREAS OR DEPARTMENTS(IF SERVICES)
10 COMPETITORS ANALYSIS
11 SWOT ANALYSIS OF THE PRODUCT/SERVICE
12 TECHNICAL FEASIBILITY
13 MARKET ANALYSIS
PRODUCT SEGMENT
TARGETED AUDIENCE
POSITIONING

14 COSTING AND PRICING OF THE PRODUCT

15 FINANCIAL FEASIBILITY OR AVAILABLE SOURCES OF FUNDS
16 LIMITATION OF THR PRODUCT
17 OTHER POSSIBILITIES OF FURTHER INNOVATION IN THIS PRODUCT
18 CONCLUSION

4
 EXECUTIVE SUMMARY

India mobile Corporation, a Finland based company incorporated in 1967, is an international

communication company in global leader in mobile hand set telephones. India mobile has a
world wide share of about 40%. India mobile focused on the key growth areas of wire lines
wireless telecommunications. India mobile produces mobile phones for every major market
segments and protocol including GSM, CDMA, and W-CDMA (UMTS). The corporation also
produces telecommunication network equipment for application such as mobile and fixed-line
voice telephone ISON, broad band access, voice over IP, and wireless LAN. India mobile’s
group structure is slightly different than its employment structure. India mobile Mobile Phones
(NMP) is the world’s largest mobile phone manufacturer. With its comprehensive product
portfolio covering all consumer segments and standards, India mobile is one of the pioneers of
Mobile Information Society. India mobile’s mission is to enable people to connect with one
another and to information sources regardless of time or place. India mobile’s technology and
applications are designed for human needs and based on solutions that function seamlessly and
effectively together India mobile Corporation consists mainly of India mobile Mobile Phones,
India mobile Networks and India mobile Ventures. India mobile has an advanced research and
development organization.

This project is related with the new product of India mobile-corporation i-e new cell phone E 91
(a mobile phone with USB flash drives). The E-series is called Enterprise series and this new
mobile is especially designed for business professionals and executives hence this segment is its
target market. The E91 is also helpful to the students although it is expensive one. Besides the
features of attaching USB flesh derive, it has a complete computer system with 9GB memory,
music system, portable charge and distinguished colours.

India mobile music fans will appreciate the dedicated quick cover keys on the India mobile,
which let them quickly and easily control the device’s music features from the outside of the
folded device, for instant tunes wherever they are. With the advancement of technologies, new
and innovative handsets are being launched in the market from time to time. Among all the
widgets present, the India mobile E Series mobile phones perfectly meet the requirements and
expectations of all the individuals and its huge popularity among the masses is a clear indication
of its greatness.

The project starts with the market analyses that comprise both the internal and external
environment. This portion is followed by consumer analyses that include market segmentation,
target market, needs evaluation. The product has been passed through the conjoint analysis The
marketing strategy with its four elements designed for Indiai business professionals have also
been discussed. Sales have been projected for five years (2021 to 2022) along with cash flow
statements. BCG analysis and SWOT analysis of the new mobile will tell you the position of E
91.

5
 INTRODUCTION

India mobile Corporation, a Finland based company incorporated in 1967, is an international

communication company in global leader in mobile hand set telephones. India mobile has a
world wide share of about 40%. India mobile focused on the key growth areas of wire lines
wireless telecommunications. India mobile produces mobile phones for every major market
segments and protocol including GSM, CDMA, and W-CDMA (UMTS). The corporation also
produces telecommunication network equipment for application such as mobile and fixed-line
voice telephone ISON, broad band access, voice over IP, and wireless LAN. India mobile’s
group structure is slightly different than its employment structure.  India mobile started of as a
pulp, rubber and cable manufacturing company to a major manufacturer of mobile devices. It’s
the leading manufacturer of mobile devices. India mobile offers a wide range of mobile devices
with the experience in music, video, imaging, gaming and a lot more. It also provides the
services for network operators. Company recorded revenues of 41,121 Million € in 2007 about
20.3 % increase from 2006.

INDIA MOBILE
After years of managing India market from Middle East, India mobile presence in India in April
of 2008. Imran Khalid Mahmood, Country General Manager India mobile India & Afghanistan,
said that the opening of this locally centralized office reflects India mobile’s strong commitment
to India. The India mobile website still includes India in the Middle East region though. Many
reasons could be given for India mobile’s move: sixth largest mobile phone market in India (90
million users/Sims as of Sep 2008), increased competition from Korean and Taiwanese
competitors and better brand management.

Some believe that a big reason why India mobile moved in to India was to counter the threat of
fake Chinese phones. The low-end knock-offs of India mobile (and other brands) from China had
flooded the market and threatened to erode India mobile’s market share and to dilute its brand.
Smuggling of India mobile phones is another problem. Another positive development is that
India mobile opened customer care centers in Lucknow and Delhi. As we wrote before, it will
strengthen their image and promote brand loyalty.

INITIAL NEW PRODUCT STAGE

OPPORTUNITY IDENTIFIED

India mobile wants to offer intelligent and entertaining multimedia functionality in an easy to
use, ultra slim package’.A latest study conducted by India mobile pointed out that the people in
India prefer style more than the need of being connected. The study says that the new devices
combined with a attractive fold design with quick cover keys is bringing out substance to style,
which is more acceptable in India as compared to other markets in the region of Asia and Asia
Pacific. The study said that for innovation-conscious users ‘we need to offer intelligent and
entertaining multimedia functionality in an easy to use, ultra slim package’.

NEW PRODUCT IDEA

6
The idea starts with thoughts of cell phone then it linked with next association i.e. USB flash
drive and India mobile book. It is found that the transference of data every where is not possible.
One has to keep lap top and other necessary equipment with you all the time. This problem is
addressed while conceiving the new product idea. A quick view of data and all computer
functions in a cell phone for business professionals and students. Conversion of data from USB
to cell phone where and when you want will facilitate business professionals and students at
reasonable price The new idea of adding new features to India mobile E series mobile phone has
been conceived by customer preferences for new features, employee’s suggestions and creative
technique i.e. mind mapping.

INFORMATION FOR DECISION

A statistical method has been used to determine the relative importance consumers attach to
salient attributes and the utilities they attach to the levels of attributes. The technique is based on
the premise that products and services are made up of features or attributes that vary according to
the identified preferences of consumers. This technique is used to make the decision of
manufacturing the new idea of India mobile E-91.

Prices RS 60000 65990 70000

Brand E series N series
Memory 8 GB 8.5 GB 9GB
Portable charger Yes No

RESULTS

Attributes Prices Brands Memory Portable Charger

Rs 60,000 |||
Rs 65,990 |
Rs 70,000 |
E-series |||
N-series |
8 GB |
8.5 GB |
9 GB |||
Yes |||
No |

DECISION POINT

7
Decision to Go for India mobile E91 came out of a latest study conducted by India mobile
pointed out that the people in India prefer style more than the need of being connected The study
said that for innovation conscious users ‘we need to offer intelligent and entertaining multimedia
functionality in an easy to use, ultra slim package’. Cell phone users in India were involved more
in style, which was beyond their expectations. Users in India needed style and design more than
other features. Youngsters demanded innovation in multimedia computer that brings the
complete experience to a sleeker body. India mobile has created a very eye-catching device using
premium materials to enclose world-class features and experiences.
PRELIMINARY INVESTIGATION STAGE
MARKET ANALYSIS

INTERNAL BUSINESS ENVIRONMENTS

India mobile, one of the leading cell phone manufacturers, is renowned for its organizational
culture. Flexible and speedy decision making in a flat, net work organization form. Since from
the beginning, the company always tried to shape a Culture of TRUST, RESPECT and
OPENNESS. To effectively control the internal business environment, India mobile conducts
continual appraisals of the business’s operations and readily act upon any factors which cause
ineffectiveness in any phase of the production and consumer process.

EXTERNAL BUSINESS ENVIRONMENTS

Changes In the external environment will create opportunities or threats in the market place.
Fluctuating economy, changing customer attitude and values, and demographic patterns heavily
influence the success of India mobile’s product on the market and reception they receive from
the consumers. Major external and uncontrollable factors that influence an organization's
decision making, and affect its performance and strategies. These factors include the economic,
demographics, legal, political, and social conditions, technological changes, and natural forces.

THE ADOPTION PROCESS

Research, on how markets accept new ideas, has led to the adoption curve model. This
demonstrates when different groups accept new idea, emphasizing the relationship between the
groups and showing that there are leaders in the acceptance of new ideas.

Innovators
They are the first to adopt a new idea. They are eager to try a new product and are willing to take
risks.

Early adopters
Are well respected by their peers and are often opinion leaders. They tend to be younger, more
mobile and more creative than later adopters.

8
Early majority
They avoid risks and delays trying a new product.
Late majority
They are cautious about new ideas.
Laggards or Non-adopters
They prefer to continue past behaviour and are suspicious of new ideas.
Following figure shows the adoption curve for a typical E 91.

100%
2G Mobile
90% Fixed line
80%
70%
Digital TV
60%
50%
40% Broadband
30% Portable music player
Games console
20%
VOIP
10% PVR
3G Mobile
0%

PRODUCT LIFE CYCLE

Years Delhi Mumbai Lucknow

2021 90,000,000.00 96,000,000.00 75,000,000.00
2022 108,000,000.00 120,000,000.00 96,000,000.00
2023 120,000,000.00 135,000,000.00 108,000,000.00
2024 135,000,000.00 150,000,000.00 126,000,000.00
2025 186,000,000.00 180,000,000.00 150,000,000.00

Expected performance of India mobile E-91

9
600000000

500000000

400000000

300000000

200000000

100000000

0
2009 2010 2011 2012 2013

10
 MARKET SEGMENTATION
Entry level (Rs 2,500-6,000)
India mobile targeted low income people and first time mobile buyers in this series . Sets include
are 1200, 1208, 1100, 1110, 1112 etc
Classic Series:(Rs 7,000-17,000)
India mobile targeted decent people in this series . Sets include in this series are
6300,6233,6120,3120 etc
N gage series (Rs 8,000-16,000)
India mobile targeted game lovers in this series . These sets include game like play station ,PSP
and Xbox
Xpress music (Rs 13,000-35,000)
In this series music lover are targeted. Sets are 5220,5310,5800,5610,5320 etc
N-series (Rs 18,000-50,000)
This series is also called multimedia computer. Named as on step ahead multimedia.Sets are
N70, N73, N95 ,N96, N80, N81, N91 etc
E-series (Rs 18,000-60,000)
This series is for business people. Sets include are E51,E66, E71,E61i,E90 etc

Premium series (Rs 80,000-1,500,000)

In this series nokia targeted people which show visual status. Sets include in this series are
Sephira arte,8800Gold,8800arts etc

The profile for India mobile E-91 customer consists of the following geographic and
demographic:

Geographic:

 India mobile E-91 immediate geographic target is rural India.

 The total targeted population is estimated at 100 million.

Demographic:

 Male and female.

 Ages 25-50, this is the segment that makes up 80% of the India mobile mobile phone
market according to the NOKIA Ltd.

 Professionals and College students.

11
 POSITIONING STRATEGY
When India mobile E-91 positions its brand in the crowded mobile phone marketplace, its
message must clearly bring together the technology and human side of its offer in a powerful
way. The specific message that is conveyed to consumers in every advertisement and market
communication (though not necessarily in these words) is "Only India mobile Human
Technology enables you to get more out of life “In many cases, this is represented by the tag
line, "We call this human technology". This gives consumers a sense of trust and consideration
by the company, as though to say that India mobile understand what they want in life, and how it
can help. And it knows that technology is really only an enabler so that you-the customer-can
enjoy a better life. India mobile thus uses a combination of aspirational, benefit-based, emotional
features, and competition-driven positioning strategies. It owns the "human" dimension of
mobile communications, leaving its competitors wondering what to own (or how to position
themselves), having taken the best position for itself.

E-91 has created a distinct position in customer mind by:

 India mobile logo

 Slogan “Know our past. Create the future”

 Latest Ring Tone

 New Messages Tunes
 The specific message that is conveyed to the customers in every advertisement.

12
 MARKETING MIX
Price
The skimming price is used for E 91.
The expected price is from 60,000 to 70,000. This cell phone is related to E-series. This series is
also called ENTERPRISE series.
Distribution
Coverage: India mobile is widely available in al over India.
Distributor
India mobile main distributors are united mobiles, mobiles zone and Advance telecom. India
mobile mobiles are mostly available at every mobile outlet.
Promotion
With the advancement of technologies, new and innovative handsets are being launched in the
market from time to time. Among all the widgets present, the India mobile E Series mobile
phones perfectly meet the requirements and expectations of all the individuals and its huge
popularity among the masses is a clear indication of its greatness. At 3mobileshop, the users will
get all the latest India mobile E Series phones at very reasonable rates. The stunning colours and
amazing designs make them more beautiful and their mind blowing features are highly capable
of fulfilling the requirements of all the professionals and business executives. I have clearly
mentioned the key features of all the available India mobile E Series phones, so that customers
don't face any difficulties while selecting the best ones for you.

Apart from giving the cheap India mobile E Series phones, India mobile also loves to amaze its
customers by showering on them exciting free gifts and interesting deals. One can get exciting
free gifts like laptops, games and many more and thus, nowhere will you
get such thrilling and exciting gifts along with handsets. These superb gadgets come with plenty
of high-end features like video recorder, camera, music player, Bluetooth Technology and many
more and with the help of QWERTY keyboard, one can access many more interesting features
on these astounding India mobile phones. Our dedicated 'Customer Care Centre' efficiently pays
heed to all the queries of our esteemed customers. Make efficient use of this opportunity and so,
just hurry and purchase all these exciting latest India mobile E Series phones along with lucrative
free gifts from India mobile. India mobile has been doing its share of marketing: the signs and
hoardings on the road and media advertisement.

Advertising:
1. Though TV , Sign boards , Bill boards , Radio and Newspaper
2. Broachers , Posters ,Dummies and display stands

Personal selling:

13
 By product training to Distributer(what is product)

Sale promotion:
1. Gift like Yamaha bike , Philips TV , Mitsubishi split AC , watches and digital diary
2. With N73 mobile offer 2500Rs original Blue tooth free
3. With 6220 offer leather Wallet
4. With 6300 offer caps and shirts

ANALYZE THE COMPETITION

“India mobile is fundamentally changing its business model to transform both the company and
the industry. While India mobile continue to compete with the traditional mobile device
manufacturers, India mobile also are dealing with new competitors entering the market from the
PC and Internet industries. These are the areas where the biggest opportunities lie.”With all this
technology available in the communications market it is obvious that India mobile will have lots
of competition, they include:

Sony Ericsson Motorola Samsung Siemens

Panasonic NEG Sagem Toplux

DEFENDING MARKET SHARE

While try to expand total market size. India mobile continuously defends its current business.
The most constructive response by India mobile to defend its shares is continuous Innovation,
and E 91 is an example of it. The new E 91 will increase the competitive strength and value to
customers.

Year 2007 2008

India mobile 34.7 38.8
Ericsion 11.3 14.3
LG Samsung 21.7 14.1
Motorola 7.5 9.2
Sony Electronics 6.4 7.2
Others 18.4 16.4
Total 100% 100%

Total growth of the year 22.6 12.3

Following are the policies for E 91 designed by India mobile Corporation.

Premium performance.

14
The E91 is reliable and durable like other products of India mobile.
Complete information.
Complete information is given on the ads regarding the concerned products.
Counter offensive defense
India mobile has competition with Samsung, Ericsion, Motorola, and Sony Ericsion. India
mobile has to adopt counter Offensive defense by launching innovative products. E91 is the best
example of such strategy.

India mobile has competition with Samsung, Ericsion, Motorola, and Sony Ericsion. India
mobile has to adopt counter Offensive defense by launching innovative products. E91 is the best
example of such strategy. India mobile is the major supplier of phones and at is located in one of
the smallest countries of the world (5.2 million populations) and one of the most remote
countries in the western economy. Nevertheless, it has grown enormous enterprise by simply
being cost leader and using its advantage to constantly bring about product innovation and
participate aggressively in the market places. Similarly, people who download music (or the
modern day equivalent, if there is a thing) want an I Pod. In spite of the presence of big names in
consumer electronics like Samsung, LG, Sony-Ericsson and Motorola, India mobile really rules
the mobile phone market all over the world with nearly 40% of the market share with no close
competitors. India mobile is certainly the king when it comes to brand value, service and
experience. The Finnish mobile giant is clearly No. 1 choice in South East Asia including India
and China. How they could reach the top position? Let’s find out.

1. Call Quality
India mobile is known for its circuitry to handle the RF Reception and providing the best call
reception quality. You won’t see users complaining much about the noise or the disturbances
within India mobile phones unless its a problem of the telecom service provider. So, the primary
objective of a mobile phone i.e. to serve us with better and clearer sound when we talk is served
by India mobile perfectly. And if you are a person who is accustomed to other mobile phone
manufacturers, then you know that even Apple phone and Sony Ericsson are guilty of it.
2. Hardware
You can be assured of the quality that India mobile provides in your phone hardware. The
circuits are far more durable and reliable than any of the other mobile phone available in the
market. I am using a single India mobile phone for 6 years and I had to take it to the service
centre only once during this period for a trivial problem. That speaks for the truth I am talking
about.
3. Battery
The Battery life of India mobile mobile phones is longer than many other cellphones available in
the market. People who talk a lot prefer India mobile than any other brands. They always know
that the battery will not run out in the middle of the call. iPhone has had this problem with
battery life in the past and that hasn’t been solved yet. India mobile leaves others miles behind
when we consider the longevity of the battery.
4. Robustness

15
Everyone knows that India mobile mobiles are truly rock solid. I want to share my experience
with respect to this. I dropped my India mobile the very next day I bought it. I dropped it on the
staircase and it bounced to nearly 12 steps down. My heart pumped out with the fear of losing
the phone on the second day. But what I found when I reached downstairs is that the phone is
fully functional and it only had a few scratch in its body. Since then, it slipped off my hand many
a times but it did not refuse to function. Thanks to India mobile for making such rugged phones.
It would really be the worst thing if I had to take my phone to service centre or had to buy a new
one every time I dropped my phone.
5. Wide Product Range
India mobile has a vast and huge list of mobile phones. India mobile mobile phones are available
for every consumer groups, starting from simple and durable phones for the low income groups
and high-end phones for those who can afford to spend money. So regardless of you being a
corporate honcho or a fresher into the world of economy, India mobile has something for you.
The sheer range of products is enviable and at the same times the success mantra of India
mobile’s dominance.
6. Customer Service
The Customer Care of India mobile which they call the India mobile Care, handles the
complaints very efficiently satisfying their customers. I had a problem with the display of my
India mobile Phone. I took it to the India mobile Care and they very quickly fixed it and gave it
back. Its just the trust they implement on the customer’s mind, is really appreciable. Hope you
remember the battery bursting incidents of India mobile mobile phones in India. The BL-5C
battery, which was the culprit in this case, was promptly replaced with no questions asked. They
also helped people with a temporary site to go and put their unique manufacturing id and see if
they needed to change the battery or not. Believe me, the call wasn’t that easy keeping in mind
the number of battery parts they had to change.
7. Reliability
India mobile really has become a brand that people can trust upon. The error rates or crash rates
of India mobile phones are very low. It will not dump you when you need this phone. And petty
may this be but still; India mobile has this trust thing going in favor of it. People can blindly trust
India mobile in Asian Countries. And not to mention, India mobile has deservingly earned this
place.
8. Price
The price tags of every India mobile mobile phone are very reasonable. one can still get a GSM
mobile phone for as less as Rs. 1200 in India with all the basic features.
9. Experience
India mobile is the largest cell phone manufacturer in the world with about 40% of market shares
with its competitors nowhere near its sales volume. They know the world of mobile phone more
than any other. They have ages of experience, hundreds of success stories and dozens of smart
handsets in current portfolio. That helps them to evolve and thereby nourish our needs.

16
 TECHNICAL FEASIBILITY ANALYSIS

PRODUCTION STEPS FOR MANUFACTURE

India mobile is one of the world's largest and most sophisticated manufacturers. Though highly
automated, the production process still involves significant human intervention, from placing
high-value components like digital camera modules by hand, to visually inspecting and testing
finished products, to packing phones in boxes. For strategic reasons, India mobile does virtually
all this work itself, rather than farming it out. To ensure control over the process and keep costs
down. The formula seems to work. On average, it costs India mobile 69 euros ($87.63) to make a
phone, and on average it sells phones for 102 euros ($129.54), leaving a gross margin of nearly
33%, better than its rivals can muster

The Stock Room

Parts pour into India mobile factories by the hundreds of millions every day. The company
sources virtually all its components from outside suppliers: everything from memory chips and
microprocessors to liquid-crystal displays, keypads, and plastic cases. On arrival at the loading
dock, the parts are shuttled off on forklifts and cranes to gigantic storage areas, from which
they're later fetched as needed for production.
Preparing a Production Run
The first step in making a India mobile phone is to gather up all the needed parts. Most electronic
components, from resisters and capacitors to highly-integrated circuits, are delivered by suppliers
on reels of tape, protected in circular plastic cases.

The Foundation: A Printed Circuit Board

At the heart of every India mobile phone is a slender strip of plastic covered with a latticework of
basic circuits and settings for the installation of chips and other electronic components. Here,
printed circuit boards enter the paste printing machine, which lays down a patterned layer of
solder paste, made from a tin-copper-silver alloy. The paste is later melted in an oven to bind
electronic components to the board.
Providing the Parts
Reels of components are loaded onto spindles. From there, they feed into automated "pick-and-
place machines" that grab individual parts off the tape and lay them precisely onto the printed
circuit boards. India mobile uses mostly "surface mount" components that lie flat on the board.
Laying Down the Basics
Circuit boards travel down a belt from one pick-and-place machine to the next, and by the time
they reach the end of the line, all the basic components have been installed. After the parts are in
place, the boards go to an oven for seven minutes, where the solder paste is melted and the parts
become firmly attached.

17
Testing and Configuring
The first quality test takes place after the basic components have been installed. The boards are
advanced automatically on tracks into the "flash and alignment" stage, where basic software is
first installed into programmable components.
Does It Pass Muster?
A robotic arm lifts the board off the track and puts it into a bay. There, the chips on the board are
configured with low-level settings, such as what power level the phone will operate on. Then, a
series of electronic tests are administered to ensure that the circuit board is perfect, all the parts
work, and that they have been correctly installed.
Time for the Delicate Stuff
At this stage, the hand work begins. Here, a worker plucks digital camera modules from a reel
and installs them with tweezers onto assembled, tested, printed circuit boards. The expensive and
fragile liquid-crystal display screens are also added by hand.
Putting It All Together
A nearby worker performs another essential task by hand: sandwiching the completed printed
circuit board between front and back structural frames, later adding the outside covers.
Adding a Personality
The last step in the production turns a generic phone into one customized to the exacting
specifications of mobile-phone users around the world. Each handset is put into a cradle, where it
is given a unique serial number, known as its IMEI code. Then, depending on who the customer
is, a unique batch of software code is pumped into the phone. Vodafone will specify one set of
menus and features, as well as a Vodafone logo on the opening screen, while Cingular will
require a different appearance and capabilities. Finally, the phone and installed software undergo
a battery of diagnostic tests. From this point forward, the IMEI code links each individual phone
to its intended customer.
Better Than Machine Vision
It seems quaint after all the high-tech assembly and testing, but before every India mobile phone
goes into a box, it's inspected one last time by an unmatched resource: the human eye. Only a
tiny fraction of phones fail this final test. Then, before being packed, the phone is de-ionized to
remove dust and electrical charge from the surface.
Ready for Retail
Phones are packed into retail boxes by hand, with appropriate documentation and accessories,
and then logged into a tracking system using a bar-code reader.
Packing and Shipping
Batches of phones headed for the same destination are packed into boxes and stored on palettes.
Each palette contains hundreds of customized phones intended for specific mobile operators.
Away They Go
Palettes are loaded into tractor-trailers on the loading dock, and trucks head out to the airport, the
port, or overland to deliver India mobile phones to carriers and retailers around the world. Many
phones from Salo go to the port in nearby Turku, but some are flown from Helsinki, depending
on the urgency of the delivery.
18
 ASSESS MANUFACTURING CAPABILITIES

India mobile's giant production plants will take in an average of around 275 million components
and then spit out 900,000 finished mobile phones at the other end of the line. Over the past
decade-and-a-half India mobile has turned high-tech manufacturing and logistics into one of its
core competencies. India mobile approached information technology and manufacturing
planning. Company operates nine major handset factories—three in Europe, three in Asia, and
three in the Americas—and it is ramping up a 10th facility in India that will be able to produce
tens of millions of phones per year. A vast and sophisticated software system manages the
procurement and delivery of those 100 billion parts, which range from basic electronics such as
resisters and capacitors, to pricey processors and color LCDs, to mechanical pieces such as
screws, keypad buttons, and covers. About one-fifth of India mobile's 66,000 employees work in
manufacturing.

Fast-turnaround stage, called "assembly to order," India mobile pumps orders from specific
carriers into its production system and transforms the raw "engines" into tens or even hundreds
of thousands of built-to-order phones in a matter of days. Each can have a unique faceplate, for
instance, with the operator's logo on it, or special keypad buttons that take users directly to
certain wireless services. The software inside also varies from one operator to another, with
different menus, features, branding, and languages.

DETERMINE SAFETY ISSUES

India mobile corporation place high priority towards Product safety and Consumer safety. For
India mobile, product and consumer safety is the #1 priority. Some of the safety issues which are
related to E series Mobile phones include battery related issues.. Four types of batteries are
currently available for consumers

• Original India mobile batteries

• Batteries manufactured by third parties sold under own brand or no-brand
• Good or poor quality
• Counterfeit batteries

Recently around 30-40 cases globally of exploding non original batteries have been occurred.
Primary root cause of non-original battery failure is internal short circuit in the cell. Vast
majority of short circuits caused by “traumatic event” (i.e., dropping the phone) which
jeopardizes integrity of poorly manufactured batteries. India mobile investigates EVERY
reported case of an exploding battery. In each and every case, the battery in question has proved
to be a non-original battery (either third-party or counterfeit) which did not include industry

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standard safety measure. For these safety issues India mobile place high emphasis on using
original India mobile batteries, which are safe and reliable. Original India mobile batteries are
safe to use. India mobile has conducted a consumer awareness program to help consumers
identifying counterfeit batteries. India mobile batteries meet all the international safety
standards. Original India mobile batteries are designed and manufactured to meet strict safety
measures. Very stringent requirements of the materials and insulations used. Continuous control
of the production and intensive product testing. Original India mobile batteries comply with all
international standards,

DETERMINE ENVIRONMENTAL ISSUES

Three important global issues remain at the forefront of much of India mobile’s environmental
work. They are substance management, arrangements for the take back and recycling of end-of-
life products, and energy efficiency.
SUBSTANCE MANAGEMENT
During the planning and design of our products, one of our main focus areas is their material
content. We are continuously analyzing the materials used in our products with the aim of
reducing the amount of potentially hazardous or harmful content.
TAKE BACK AND RECYCLING
In take back and recycling, we have for years had in place our own arrangements for mobile
devices and accessories, as well as for mobile network and IP network security equipment. All
India mobile products are also covered by the European Union's new Waste Electrical and
Electronic Equipment (WEEE) directive. India mobile is assuming product responsibility as
defined by the directive as it is implemented throughout Europe. In addition, take back of India
mobile mobile devices will also continue at authorized India mobile Service Centers and
Flagship stores in all markets where we do business.

ENERGY EFFICIENCY
In our product creation as well as our own operational activities, an important area for
continuous performance improvement is in energy efficiency. We have consistently been able to
reduce the energy intensity of our products.
FINANCIAL EVALUATION

BUDGETING FOR THE NEW PRODUCT.

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Marketing dept of India mobile should allocate 45% from its budget to launch the new products.
This amount will be spent on the following stages;

1. Idea screening 6%
2. Concept testing 10%
3. Product development 20%
4. Test marketing 9%

For strategic reasons, India mobile does virtually all this work itself, rather than farming it out.
Why? To ensure control over the process and keep costs down. The formula
seems to work. On average, it costs India mobile 69 euros ($87.63) to make a phone, and on
average it sells phones for 102 euros ($129.54), leaving a gross margin of nearly 33%, better
than its rivals can muster.

LONG RUN PROJECTION OF SALES

Since the new India mobile E 91 has been designed to meet the need of the target market,
following sales forecast have been projected (in units and in Rupees) in DELHI, MUMBAI AND
LOHORE for the first three years.

Projection of sales
(In units)
Years Delhi Mumbai Lucknow
2021 1500 1600 1250
2022 1800 2000 1600
2023 2000 2250 1800
2024 2250 2500 2100
2025 3100 3000 2500

Projection of sales
(In Rupees)
Years Delhi Mumbai Lucknow
2021 90000000 96000000 75000000
2022 108000000 120000000 96000000
2023 120000000 135000000 108000000
2024 135000000 150000000 126000000
2025 186000000 180000000 150000000

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 Karachi Sales Islamabad Sales
Lahore Sales
29% 14% 26% 14%
27% 14%
17% 18% 17%

21% 19% 22% 20% 23% 19%

180000000 150000000

Projected five year cash flow statement for E 91

S
Items 2021 2022 2023 2024 2025
#
1 Sales revenue 0 261000000 324000000 363000000 411000000 516000000
2 Cost of goods sold 0 5850000 70200000 78000000 87750000 120900000
3 Gross profit 0 255150000 253800000 285000000 323250000 395100000
4 Development cost -3000000 0 0 0 0 0
5 Marketing costs 0 21750000 27000000 30250000 34250000 43000000
6 Allocated overhead 0 17400000 21600000 24200000 27400000 34400000
7 Gross contribution margin -3000000 216000000 205200000 230550000 261600000 317700000
8 Supplementary contribution 0 0 0 0 0 0
9 Net contribution -3000000 21750000 27000000 30250000 34250000 43000000
10 Discounted contribution (13%) -3000000 19247787.61 23893805.31 19889866.03 19582548.66 21378601.61
11 Cumulative discounted cash flow -3000000 16247787.61 40141592.92 60031458.95 79614007.61 100992609.2

TOTAL INVESTMENT INCURRED;

Cost incurred to design and develops the mobile Rs 39,000

Overhead allocated RS 4,000
Marketing costs Rs 5,000
Legal costs Rs 24,00
Total investment Rs 50,400
Revenue generated through each set Rs 60,000

ROI FOR THE FIRST YEAR (2021)

ROI = Revenue- cost incurred x 100

Cost incurred

ROI = 60,000 – 50400 x 100

50400

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ROI = 20%

DEVELOPMENT STAGE
PROTOTYPE PROCESS
The R&D dept has developed the following PROTOTYPE of the product. The goal is to find a
prototype that embodies the key attributes described in the product test statement that performs
safely under normal and conditions and that could be produced within the budgeted
manufacturing costs.

INTERNAL PRODUCT REVIEW

Design and Ergonomics

The company has been following a very monotonous design template as far as their multimedia
smart phones are concerned, yet it can’t be called an unsuccessful one. The closest thing in
appearance to the E-91 is a N81, while N85 looks more elegant due to the rounded angles, a
different plastic of a better quality. The overall size of the handset is rather modest, only making
103x55x18 mm, but the handset doesn’t give the hand a comfortable feel because of the width
and the thickness, N85 openly wins the contest. On the other hand, it isn’t even nearly as bulky
as Samsung i8510, the Korean flagship handset is really huge in an open state, the size being its
chief weakest point.

Screen
The screen of India mobile E91 is identical to the screen N96 8GB, featuring the largest
diagonal among all India mobile – 2.8’’, TFT, some of the best screen quality around. Compare
this one to the screen of India mobile N85, powered by the AM-OLED technology. N85 is
notable for much more vivid colors, yet the palette is more natural with N96, also the latter
seems to display a better behavior in direct sunlight, bringing about less annoying glare. We
can’t really say that the screen of N96 is worse than the N85 screen; it’s just in a way different.
Controls and Keyboard
The block of controls is remarkable for the use of dedicated media buttons; unlike N85 those are
operable outside the player mode. You can use them to switch tracks or start/stop playback at
any moment in any menu, which is immensely handy. The buttons aren’t of the touch kind; they
are mechanical and very responsive, bringing no trouble at all.
A Navi Wheel is traditionally available, remaining active in all menus and lists. The sensitive
area of the wheel is limited to a thin limbo running along the perimeter of the navigation

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element. Moving your finger clockwise or counter-clockwise allows for rapid playlist browsing
in a corresponding direction. The light indicator sits right in the center of the Navi Wheel and
can be easily turned off. It doesn’t carry out any special functions like a message or a call
reminder, a feature still available on some older India mobile models.
Connectivity
The availability of Wi-Fi also means the availability of the WLAN Wizard application, which
essentially is a simple program intended to help the user to arrange network connections in a
semi-automatic mode. There are but a few options, once a network is detected the user is
prompted to submit a number of settings. Network filtering is available, the security standards
include WEP, WPA and WPA2. The scanning period during which WLAN networks are
searched and detected is also adjustable in the options. The USB version is 2.0, the Mass Storage
mode is fully supported, the user is free to choose from Mass Storage, PC Suite, Image Print or
Media Player on establishing a phone-to-PC connection. Both the memory card and onboard
memory storage are accessible from the PC. During Mass Storage sessions, the phone doesn't go
offline, you can still use its potential to the full. The Home Media application allows for
interaction between the phone and various devices supporting the UnPNP technology. It has seen
some serious improvements from earlier versions used in N95 and N93. If the only option
available in the initial version was the one allowing to share content stored on the device, now
the smartphone can play content opened from remote source. We tested this functionality both on
a phone-to-PC bundle and between two different phones as well (N82-to-N95), and found no
problems at all. After adjusting all the necessary settings in the Gallery, the 'broadcast over home
network' options became available, letting browse and play the content stored on remote devices.
Battery
India mobile E91 is equipped with a relatively old battery, the same with the original India
mobile N95. It’s a BL-5F unit sporting a 950 mAh power output capacity. The choice is easily
explainable: no higher capacity batteries were available when the development of N96 started,
save for a few samples too big to fit into the battery bay. The existing battery is on a comparable
size scale with the newer BL-5K battery (1200 mAh, used by India mobile N85), but is a bit
smaller. Neither BL-5K nor BL-6F can fit into the battery bay of N96. Nevertheless, the smart
phone can keep running for a long time regardless of the relatively low battery capacity, it can
run longer than N95, and makes world records in media recording or playback modes. Not only
Feature Pack 2 contributes to this, but mainly the power-saving STMicroelectronics chipset.
Memory
Once the device has booted, the remaining amount of free memory available to the user is 90
Mb; the total RAM size equals to 128 Mb, which is quite an adequate score for a modern
smartphone. Heap Size and Jar Size for Java applications are unlimited.
The onboard storage is divided into two unequal parts: the disk labeled C: is 128 Mb large, of
which about 70 are free and the rest occupied by system files, - this is the place where all the
contact and PIM records are stored. The disk labeled D: is where the various multimedia files are
kept. You can safely format it without causing any damage to the operating system, just take it
for a dumb file container. The D: disk is 16 Gb large. With such a huge storage massive onboard,

24
it would be interesting to look at the data transfer speeds:
Multimedia
The player interface looks quite standard, exposing almost no difference from India mobile N85
or N78; the same interface is used by all latest devices basing off S60v3 Feature Pack 3. The
extra controls come in handy, both the buttons around the navigation button and the extra
buttons on the upper half of the slider are used for rewinding, playing and pausing. Here we have
a huge advantage over Samsung i8510 which isn't equipped with any extra player buttons, a flaw
which is hardly compensated by the unmatched audio quality provided by this model.

The audio quality of N96 has been discussed before, proven to be one of the best among the
currently available solution, and absolutely unmatched in the whole range of S60 India mobile
phones. The sound is better than with N78 or N79, the handset has a more realistic sounding
even in comparison with N85, though the difference is too little to matter for the majority. This
combined with a convenient system of controls (two sets of dedicated media buttons, an optimal
arrangement of slots) makes N96 one of the best multimedia devices available from today’s
market. India mobile N85 only wins in the battery charge contest in playback mode. Samsung
i8510 is the ultimate music smartphone, it’s audio quality is unchallengeable by any other model
so far.

CUSTOMER TESTING
Customer testing has been measured through MONADIC RATING. This method asks the
consumer to rate liking of the product characteristics on a scale.

Rating

Characteristics V High High Average Low V Low

E-series |||
Memory 9GB || |
Computer system |||
Songs and videos ||| ||
Colours
Blue |||
Black |||
Red ||

COMMERCIALIZATION STAGE
The new India mobile E 91 has carefully been debugged, and is now ready to be launched. With
the advancement of technologies, new and innovative handsets are being launched in the market
25
from time to time. Among all the widgets present, the India mobile E Series mobile phones
perfectly meet the requirements and expectations of all the individuals and its huge popularity
among the masses is a clear indication of its greatness. At 3mobileshop, the users will get all the
latest India mobile E Series phones at very reasonable rates. The stunning colours and amazing
designs make them more beautiful and their mind blowing features are highly capable of
fulfilling the requirements of all the professionals and business executives. I have clearly
mentioned the key features of all the available India mobile E Series phones, so that customers
don't face any difficulties while selecting the best ones for you. Apart from giving the cheap
India mobile E Series phones, India mobile also loves to amaze its customers by showering on
them exciting free gifts and interesting deals. One can get exciting free gifts like laptops, games
and many more and thus, nowhere will you get such thrilling and exciting gifts along with
handsets. These superb gadgets come with plenty of high-end features like video recorder,
camera, music player, Bluetooth Technology and many more and with the help of QWERTY
keyboard, one can access many more interesting features on these astounding India mobile
phones. Our dedicated 'Customer Care Centre' efficiently pays heed to all the queries of our
esteemed customers. Make efficient use of this opportunity and so, just hurry and purchase all
these exciting latest India mobile E Series phones along with lucrative free gifts from India
mobile. India mobile has been doing its share of marketing: the signs and hoardings on the road
and media advertisement.

TIMING
Since India mobile is leader in mobile hand sets therefore wants its each and every product
to rule the market. India mobile- India is launching its new product as “first mover
advantage” thus locking up key distributors and customers and gaining Leadership.

WHERE
The E 91 will be launched in Delhi, Lucknow and Mumbai first. Since India mobile
corporation is an international org. it will also launch its new product in Europe,
India, and USA.

 India mobile E-91 immediate geographic target is rural India.

 The total targeted population is estimated at 100 million.

TO WHOM (TARGET MARKET)

The product has especially been made for business executives particularly and
students generally (for they are facing the problem of load shedding).

 Male and female.

 Ages 25-50, this is the segment that makes up 80% of the India mobile mobile phone
market according to the NOKIA Ltd.

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 Professionals and College students.

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