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Darwin School of Business- Guwahati
A Project ReportOn
“Retail Mapping & Aircel Brand Image In Guwahati City’’
By
JAHID AHMED MAZUMDER Master of Business Administration (MBA) 3rd semester
Darwin School of Business.
Internal guide External guide
BISHWAROOP BHATTACHARJEE, BIKAS BARUA Faculty, Darwin School of Business T.M. Aircel
DARWIN SCHOOL OF BUSINESS
CERTIFICATE
Certified that MR. JAHID AHMED MAZUMDER is a student of
MBA 3RD semester of DARWIN SCHOOL OF BUSINESS, ZOO ROAD, has
completed our project entitled as “Retail mapping & Aircel Brand Image in
Guwahati city” Submitting in partial fulfillment of the award of the degree of
Master of Business Administration (MBA) of the said INSTITUTE.
We have worked under the supervision of our Faculty Mr.
BISHWAROOP BHATTACHARJEE, Darwin School of Business. The Report
submitted is genuine & no part of this report has been submitted anywhere for
the award of any degree from any University.
We were sincere & obedient during this tenure of study having an
amiable behavior & good character.
DECLARATION
I, the undersigned, hereby declare that the project entitled “Retail mapping &
Aircel Brand Image in Guwahati city Assam.” It is an attempt by me to
understand and learn the “Retail mapping of Aircel along with other Telecom
Companies in Guwahati city. All the information in this report is collected by
physically analyzed and checked. Any discrepancy in the report, if any, may be
informed to the undersigned for necessary correction and future guideline and I
will be obliged for the same.
JAHID AHMED MAZUMDER
MBA 3rd SemesterDarwin school of Business
Zoo Road, Guwahati
Place: GUWAHATI
Date: 20.01.2011
PREFACE
In course of MBA from Darwin School Of Business-Guwahati, it is
required to undergo for a practical training of 45 days. This training is required
in professional business management in number of ways. Main objective is to get
a practical experience about a business organization in the fieldwork.
I have taken my practical training in MARKETING under Aircel
which is located in silphukhri, Ghy (Assam). We worked in the organization to
study on “Retail mapping & Aircel Brand Image in Guwahati city, Assam.”
During our training we have to visit the outlets or the retailers which deal with
the RCVs & ACQ of Aircel, Airtel, Reliance, Vodafone, idea and BSNL of
different telecom companies for collecting the data relating to the project. I have
done the project under the guidance of Mr. Bikas Barua, Territorial Manager,
Aircel. During this training, we got to learn many new things about the
Industry/Company and the current requirements of companies. This training
proved to be a milestone in my knowledge of present telecom industry scenario
and developing business objectives and activities in marketing field. I can get the
knowledge of distribution channels of different operators in the market and get
the clear picture of the competition in the market. This is the practical
experience which theoretical study can not provide.
ACKNOWLEDGEMENT
At the very outset I would like to express my gratitude to the Aircel
Company for accepting my proposal to carry out the project in the organization.
I would like to thank Mr. BIKAS BARUA (T.M) for giving me the
opportunity of getting experience in the organization concern.
I am very grateful to Mr. Durva kalita (Sales Head), for his moral
support.
I am very grateful to Mr. Bishwaroop Bhattacharjee for his guidance and
help in the project. His constant guidance and support has been tremendous.
Finally i would like to thank our all retailers of this area for their
help and support.
JAHID AHMED MAZUMDERMBA 3rd Semester
Darwin school of BussinessZoo Road, Guwahati
CONTENTS
Part- I
EXECUTIVE SUMMARY
1. Introduction2. Aims and Objectives3. Methodology4. Analysis5. Conclusion
Part- II PROJECT OVERVIEW
1. Introduction2. Aims and Objectives3. Methodology4. Analysis5. Conclusion6. Recommendation
Part- III AN OVERVIEW OF THE ORGANIZATION
1. Introduction2. History of the Organization3. Special features4. Departmental study5. Detail study of department related to specialization6. Competitors details
Part- IV
1. Appendix 2. Bibliography 3. References
PART- I
EXECUTIVESUMMERY
INTRODUCTION
1. PROJECT TITLE : “Retail mapping & Aircel Brand Image in Guwahati city”
2. DURATION : 50 DAYS.
3. PLACE OF WORK : Guwahati.
4. COMPANY : Aircel. Guwahati.
5. FACULTY GUIDE : Mr. Bishwaroop Bhattacharjee , Darwin School of Business, Guwahati.
6. ORGANIZATIONAL GUIDE : Mr. Bikas Barua ,Territorial Manager, Aircel, Guwahati
AIMS OBJECTIVES
1. To find out the organizational profile, history etc.
2. To study the retail mapping & Aircel Brand Image in Guwahati city.
3. To study Network factor, visibility of Aircel hoardings.
4. To improve the inadequacies if any in the present system of marketing for further business growth of the organization.
5. To study whether all retailers done Agreement with Aircel or not.
6. To study whether F.O.S visits the shop regularly or not.
7. To explain Schemes to retailers and their profits.
8. To setup a knop to selected shops to give free Aircel prepaid to customer
9. To explain Retailers to send 555 & customer name for sim activation.
10. To study whether Retailers have E-TOP UP ( Lapu sim) or not.
METHODOLOGY
The study was descriptive in nature and except for a few instances where statistical analysis of considerable region was used, the researcher tried to present the findings in a simple format.
The respondents were selected through simple random sampling; the method of contact was through personal interview as it was the most versatile amongst the alternatives. This helped provide clarification to the respondents and also had the advantage of recording additional information and opinions.
PRIMARY DATA
The primary data is collected through a well prepared questionnaire, and physically analyzed and visits retailers.
SECONDARY DATA
The secondary data is primarily collected from the Internet, Catalog,
Magazines and any other type of published data.
DATA REPRESENTATION
Data is represented through various tabular and graphical representations.
ANALYSIS
A structure questionnaire with implied alternatives and assumptions,
multiple choice questions are framed. Both primary and secondary
data and information were studied, interpreted and analyzed in
percentage, ranking and tabular form. Pie-chart & Bar Diagram is
used for graphical representation of the data to felicitate the study.
LIMITATIONS OF THE STUDY
The first limiting factor in this project work is some retailers don’t give
their cooperation and don’t respond well.
Some Retailers do not like to provide the data regarding the monthly turn
over and stock levels of the company.
And the most difficult factor was the difficulty in acquiring the cooperation
of the respondents. It was somehow not so easy in convincing some
retailers to co-operate in responding to the questionnaires.
MAJOR FINDINGS
The major findings of the study are…
Some retailers remarked that FOS do not visit their shop.
RCV FOS do not visit all the Shop, they visit some selected shops.
Some retailers also complain that there is a delay in Sims activatation.
Some retailers complain that Territorial Manager don’t visits their shops.
Most of the retailers complain that Aircel don’t provide any schemes to them.
Some retailers complain that they don’t have E-top up(lapu sim). They told us that they have submitted their documents to F.O.S but they don’t get the lapu sim.
CONCLUSION
This project study makes very clear that the Aircel is one of the leading Telecom
Company in Guwahati city. The main competitors of Aircel are Airtel, Vodafone
and Reliance.
In the market, Aircel provides the highest retail margin 3.5% to the retailers
which attract the retailers as well as the customers. The brand image of the
Aircel is very good in the market. Aircel always try to expand its services in each
and every area.
Recently two new Telecom operators has come up in Guwahati, viz. idea and
Tata Indicom. In Guwahati, there is a lot of competition among the telecom
operators to attract the customers and capture the market leader in Assam.
Aircel has to create a brand loyalty among consumers by providing fast, problem
free, innovative and newer services to its consumers. Some activities of the
company which will build a strong relationship with the retailers as well as the
customers are as follows – the company should pay due attention towards the
timely delivery of the products. Occasional visits by the company people could
build a stronger relationship and increase the satisfaction level of the retailers.
PART- III
AN OVERVIEW OF THE
ORGANISATION
COMPANY PROFILE
The Aircel is a joint venture formed in 2006 between Maxis Communications
Berhad of Malaysia (74%) and Apollo Hospital Enterprise Ltd. Of India (26%).
It’s a marriage of two successful companies, each a leader in its own right and
ranked a “super brand” in its home base. Maxis is Malaysia’s premier mobile
operator with an impressive track record of growth and market leadership. It
has consistently won several international and national awards for its vision,
corporate governance and market leadership. In 2006, it was voted Malaysia’s
Most Admired Company by Wall Street Journal Asia and the following year, the
company was awarded Asian Mobile Operator of the Year at Asian Mobile News
Awards held in Singapore in June 2007.
Apollo is the largest health care provider in Asia. A pioneer in the industry, it
now owns and manages a chain of hospitals, clinics and pharmacies in India,
Bangladesh, the Middle East and Africa Like Maxis, Apollo is a service provider
committed to customer service excellence delivered through professional
management and modern technology.
The new ownership heralds a new chapter for Aircel group, which was formed in
1994 by entrepreneur C. Sivasankaran in the wake of the privatization of
telecommunications in India. In its first decade of operations (1995-2005), Aircel
concentrated on building its base in the south to emerge as the regional market
leader.
The Southern leader has now set its sight on becoming a pan India operator. It
has embarked on a vigorous pan-India expansion, with current operation in 10 of
23 telecom circles In addition to its leadership position in Tamil Nadu. Aircel has
now achieved regional leadership in the North-Eastern region within 18 months
of launch of services and is on the fast track to realize its vision as a national
player by 2010.
FROM REGIONAL PLAYER TO NATIONAL
PLAYER
Aircel is one of the fastest growing mobile operations in India The southern
market leader began its outward journey in 2005 and met with unprecedented
Success in the Eastern frontier circles. It emerged as a market leader in Assam
and in the North Eastern provinces within 18 months of operation.
During this period, the company gained a foothold in 10 circles, and was allotted
spectrum to operate in the remaining 13 circles of India s telecommunications
circles. It also got approval from the Department of Telecommunications for ILD
and NLD telephony services. It has now revved up plans to become a full fledge
national operator by 2010.
To achieve this, Aircel will invest US$ 5 billion to build high quality
infrastructure and deliver reliable mobile services that will give it the edge in the
increasingly competitive marketplace.
1999-2004 : Southern focus
The company commenced operation in 1999 and became the leading mobile
operator in Tamil Nadu within 18 months. In December 2003. Aircel acquired
RPG cellular, the incumbent operator in Chennai, and quickly established itself
as a market leader.
LAUNCHED OPERATIONS IN:
1999
Rest of Tamil Nadu
Population: 58.2 million
Subscribers: 4.96 million
Ranking: 1st out of 6
2003
Chennai Metropolitan
Population: 8.6 million
Subscribers: 1.8 million
Ranking: 1st out of 6.
2005 EASTERN FRONTIER
Aircel made an impressive debut as the fastest growing mobile
operator in the Eastern frontier states at end of 2005. It is now the largest mobile
operator in Assam and North Eastern Province. In the next couple of years, it
will focus on growing subscriber numbers through exciting products and
services, aggressive marketing campaigns and network expansions.
LAUNCHED OPERATIONS IN:
ASSAM
SEPTEMBER: Ranking 1st out of 4.
.
NORTH EASTERN PROVINCES
OCTOBER: Ranking 2nd out of 4
WEST BENGAL, ORISSIA
NOVEMBER
2006: NORTHERN THRUST
Aircel continued pressing northward, this time rolling out operations
in the Himalayan states of Jammu & Kashmir and Himachal Pradesh. It also
gained a foothold in the populous state of Bihar, bringing the total number of
circles in the Aircel network to 9.
LAUNCHED OPERATIONS IN:
JAMMU & KASHMIR: JANUARY
HIMACHAL PRADESH, BIHAR and JHARKHAND: DECEMBER
2008: PAN EASTERN OPERATOR
Aircel launched its operations in Kolkata, as its 10th operational
circle to complete Pan Eastern Coverage; Kolkata is the second metro after
Chennai and an important land mark in Aircel growth story.
KOLKATA: May
AIRCEL PLANS: RAPID ROLL OUT IN NEW CIRCLES
Aircel will continue its relentless march across India to establish to
establish itself as a national operator. As a relatively new entrant to these circles,
it can benefit from cost-efficiency derived from infrastructure-sharing and
outsourcing. Meanwhile every effort is being made to gain market share in these
circles.
ANDHRA PRADESH, DELHI, GUJRAT,
HARAYANA, KARNATAKA, PUNJAB, KERALA, MADHYA
PRDESH, MAHARASHTRA , RAJASTHAN, UTTAR
PRADESH (EAST) ,UTTAR PRADESH (WEST)
STRONG PROPOSITION WINNING
WAYS
Aircel is focused on ruling the airwaves as an iconic mass market
brand. It is a proposition that has worked in Chennai, Tamil Nadu and the
Eastern Frontier States, where it demonstrated an ability to understand the
market by speaking the language of the masses and successfully countering the
competition. Aircel’s proposition is grounded on four brand values: trustworthy,
creative and exciting.
SIMPLE
Aircel want to listen, learn and connect with every Indian and in
turn help them connect with each other wherever, whenever, however. To meet
the needs and wants of Aircel’s diverse audience, Aircel has designed a wide
array of products, services and tariff plans that are simple to understand, easy to
use and offer the frills without the fuss.
TRUSTWORTHY
Aircel is tuned into the needs and desires of its stakeholders-
subscribers, customers, retailers and distributors, investors, staff, regulators,
channel partners, the government and the community where Aircel operate.
Aircel take it as own
responsibility to deliver the best and are committed to ensuring that the
stakeholders have the confidence in Aircel and trust the quality of products,
services and operations.
CREATIVE
Aircel want to stay ahead of competition, just like the subscribers. To
help them meet their aspiration and Aircel’s along the way, Aircel continuously
seek to create, invent and re-invent our products and services. Aircel want to
make every form of communication enjoyable, stimulating and different by
continuously expanding the range of its Value Added Services and Riding on new
technologies.
EXCITING
Aircel want to add a dash of excitement and delight to its customers
in the youthful technology advanced marketplace. Aircel thus ride on the
wonders of technology, providing speed and excitement to reach out to Aircel’s
audience via voice, text, images and video. Aircel also want to create a stir in
areas neglected by others-extending Aircel’s services to distant provinces and
isolated villages where telephones are a rarity or non-existent.
LEADING THE WAY
To deliver Aircel’s brand promises, it has invested heavily to be on
the forefront of new technologies, customer service and value added services.
Aircel’s
entire network is EDGE-enabled to ensure speedy and reliable transmission and
good customer service 24/7. Aircel have also successfully conducted 3G trials in
Chennai.
Aircel also have WiMax enabled 30 cities in India providing faster, more
affordable internet connections for homes and businesses.
Aircel WiMax: the Nation
Aircel became the first operator in the country to provide pan-city
WiMax coverage, beginning with its birthplace, Chennai. It also became one of
only five operators globally to roll out WiMax services on a pan-city basis.
Creative and exciting, this high speed wireless internet service is
unaffected by weather, time or terrain, thus overcoming the obstacle of ‘last
mile’ connectivity faced by service providers in India. Users can thus be rest
assured of stable and reliable connections. And the good news is it comes at an
affordable price.
Aircel’s WiMax services are targeted at the SME and Enterprise
markets. It is also useful for video-conferencing, establishing telemedicine
facilities and supporting e-governance initiatives.
To gain foothold in India, Aircel rolled out WiMax services to 30
other cities across the country: Ahmedabad, Bangalore, Baroda, Bhopal,
Chandigarh, Cochin, Coimbatore, Delhi, Erode, Goa, Gurgaon, Hubli,
Hyderabad, Indore, Jaipur.
VALUE ADDED SERVICES
Talking SMS. Forget typing; just talk your way through with
messages for family, friends & business associates.
Special SMS Services. This has propelled Aircel to the forefront of
push-pull SMS services. It allows users to have the latest in news,
astrology, sports as well as jokes, love messages and SMS access to
your favorite mobile logos and ring tones.
Colure SMS. It’s cool, its trendy and it validates Aircel as an exciting
brand among youth.
Aircel SMS Bank & Phone Book. Storage unlimited for SMS
(former) and contact details (the later VAS).
Aircel 55555 Services. Dial 55555 for a whole range of services from
ring tones downloads to celebrity updates, jokes, astrology, movie,
reviews, and pooja times.
MobiHealth. Aircel is the first cellular operator to offer health
advisory services. With MobiHealth users can discover the ancient
art of acupuncture through SMS.
Your Astrologer is here. For personalized daily horoscope, give your
birth date and time via SMS to your mobile astrologer or speak with
him now.
Dialer Tunes.
Caller Ring Back Tones.
Introducing pocket Internet card
Dialer tune card
AIRCEL SOCIAL RESPONSIBILITY
While Aircel continues to surge ahead in its quest for pan India
presence for business growth, the company is in the process of firming up its
Corporate Social Responsibility (CSR) initiatives on an ad-hoc basis, while
evacuating a concrete CSR plan, which upon implementation will contribute to a
sustainable and long lasting benefit to the society.
Health Check Up Camps
One of the biggest problems during the monsoon months in India is
the high incidents on malaria. This severely affects the inaccessible rural areas of
the country, claiming many lives due to delayed medical treatment. Aircel
partnered with the Indian Medical Associations for a series of malaria detection
and treatment camps in rural areas of the North East, where Aircel sponsored all
the medicines besides handling the logistics for the doctors and the volunteers.
More than a thousand lives were touched during this camps which were
conducted once a month.
Fund-Raising activities
Aircel sponsored fund raising events such as dance drama
‘EKAANTHA SEETHA- a Lonely Farrow’ to raise funds for the Crafts Council
of India that is involved in training craftsperson and upgrading pertinent craft
tools and technologies. Aircel also supported Indian theatre by sponsoring
renowned Indian playwright Bharat Dabholkar’s latest play ‘A Funny Thing
Called Love’ with part of the proceeds donated to the charity.
Spreading Festive Cheer
At the heart of all CSR programme is the act of reaching out to the
less fortunate. On World Disability day Aircel organized special entertainment
for disable people in Jammu and the highlight of the evening were performances
by them. Aircel celebrated with orphans from Shillong, and the celebration came
replete with musical entertainment, Christmas Carols and a Santa Claus bearing
gifts for the children.
USO: Beyond Profitability
Aircel Emerged as the most successful mobile operator in the
government-sponsored Universal Service Offer (USO) tender exercise, which
invited private operators to role-out telecommunications services to rural and
remote areas, often regarded as unprofitable and low priority. The USO fund
was formed by the Department of Telecommunication (DoT) with part of the
Access Deficit Charge
collected from private telecom operators. The fund aims to expand
telecommunication infrastructure to areas without this basic amenity.
In January 2007, DoT invited all cellular operators in India to bid for “Support
from USO fund for setting up and managing infrastructure sites and provision of
mobile services in specified rural and remote areas of the country”. The tender
involved two parts:
Part A- To set up passive infrastructure (Land & Tower)
Part B- To set up mobile service with these towers.
The tender envisages the installation of 7871 towers in the nation’s 23 telecom
circles, with 2868 towers occurring in Aircel’s operating circles. Aircel won 19 of
the 25 clusters it was eligible to bid in, giving it the highest success rate among
private operators.
RECOGNITION
No. 1 mid-size utility company. Aircel emerged the top mid-size
utility company in Business world’s “List of Best Mid-Size
Companies”
No. 1 in Customer Satisfaction. Aircel ranked No. 1 operator in
metro circle with highest score in customer satisfaction by Voice and
Data magazine.
AIRCEL TIES UP WITH CHENNAI SUPER KINGS
Aircel is the proud Sponsor of Chennai Super kings Team, captained by M.S.
Dhoni, which is one of the most promising teams in the much talked about Indian
Premier League.
This association provides a superb platform for Aircel to realize its ambition to
be a national player.
The Aircel logo will be present on the front and both the arms of the playing
jersey of the team.
The association was announced with much fan fare in Chennai on the 29 th March
2008. Tamil Super star Vijay is the star ambassador and K. Srikkanth (ex-
cricketer, India) is the brand ambassador of the Chennai Super Kings.
Aircel has planned a slew of activities to ensure the association is carried across.
The biggest initiative in this is the GOLDEN BAT promotion. Here, the Aircel
subscribers stand to win a Golden Bat and a whole lot of other prizes on buying
the new recharge voucher.
Apart from this, various initiatives like score updates, prediction contests on
SMS etc. are underway for Aircel customers.
REGIONAL HIERARCHY OF AIRCEL
Regional Business Head
Circle Business Head
Circle Network Commercial
CSD Regulatory Nodal
Finance & Admin Legal
Marketing H. R.
Sales I. T.
Zonal Head
24 – HOUR HELPLINE NUMBERS
Chennai:
Post paid: 98410
12345
Pre paid: 98410
56789
Tamil Nadu:
Post paid: 98422
12345
Pre paid: 98420
12345
Assam:
Post paid: 98540
98540
Pre paid: 98540
12345
North-East:
Post paid: 98560
98560
Pre paid: 98520
12345
Bihar:
Pre paid: 98560
12345
Orissa:
Post paid: 98530
98530
Pre paid: 98530
12345
West Bengal:
Post paid: 98510
98510
Pre paid: 98510
12345
Kolkata:
Pre paid: 98040
12345
Himachal Pradesh:
Pre paid: 98570
12345
Jammu:
Post paid: 98580
98580
Pre paid: 98580
12345
Kashmir:
Post paid: 98583
98583
Pre paid: 98583
12345
MARKETING ADMINISTRATOR
The Marketing Administrator will be responsible for assisting the Director of
Marketing in ensuring that all aspects of Aircel’s marketing, communications,
advertising and public relations activities, press release, direct mail, company
branding, presentations and inventories of collateral and promotional materials.
This individual will also assist with marketing’s support of the Sales Team.
Key Responsibilities
Manage the maintenance, updating and shipping for all show
properties.
Manage the creation and production of a quarterly e-newsletter for
dealers to include source story ideas, gathering information from the
sales staff, coordinating with writers, etc.
Manage the execution of all ongoing direct mail programs to
include proofing, pulling mailing lists, program coordination, etc.
Manage the execution of marketing events such as press
conferences, seminars and dealer events.
Ensure that the sales staff has appropriate materials in correct
quantities at all times.
Manage the production of printed materials produced internally and
externally.
Maintain proper inventory levels of company collateral materials
(brochures, data, sheets, etc)
Produce and maintain inventory of installation and user manuals,
according to brand standards, working with technical staff for
content.
Gather copy input, imagery, etc, used in the creation of materials
for third party relationships.
Perform and/or coordinate research and information gathering to
support the Director of Marketing.
Keep customer and delar4 website content up to date utilizing
Content Management System and outside resources as needed.
Administer and execute the company’s annual media plan.
Maintain the company stock of premium items (shirts, hats, etc.)
according to established strategy and budget.
Maintain company brand standards and have the ability to monitor
and detect any deviation from the set standards.
Create Power Point presentations for meetings and speaking
engagements. Have the ability to convert rough draft presentation to
finished products with minimal supervision.
Qualifications:
Bachelor or Associates of Arts degree in Business or Marketing, or
equivalent combination of formal training and professional experience.
5 years experience in an office setting with demonstrated knowledge of
filing system, office equipment, processing procedures and coordination
and meetings.
Excellent communication skills, written and oral, professional manner and
customer service skills.
Advanced skills using Micro Soft Office products (word, Excel, Access.
Power Point, Outlook) and the Internet.
Ability to handle confidential and sensitive materials with professional
discretion.
AIRCEL, CONTINUING TO EXPAND ITS SERVICES, NOW IN
BIHAR
Aircel, the market leader in Chennai, Tamil Nadu, North East and
Telecom Circles, With more than 4.2mn customers, has announced the launch of
its GSM services in Bihar. This is the ninth circle across India in which Aircel
will be providing their mobile services and the seventh in North &East India.
This raises the competition for the existing companies Aircel has decided to
launch about 10,000 retail outlets all over Bihar to provide better service to its
customer. Now, whether this succeeds or not in its aim, will be said only by time.
“Aircel has obtained 14 new licenses to roll out its GSM cellular services
besides getting the license to provide international Long Distance (ILD) and
National Long Distance (NLD) telephony services” said Jagdish Kini, Group
Chief Executive Officer, Aircel. He further added, “With these new licenses,
Aircel is poised to transform itself into a pan- India operator”. Commenting on
Bihar launch Kini said, “Bihar Telecom Circle with 5% penetration it offers
Aircel an excellent opportunity to launch its growth plans in India.”
THE MANAGEMENT TEAM OF AIRCEL
Rohit Chandra: Rohit Chandra is the CEO – North and East Zone, Aircel.
He is a Communications Engineer from the Aligarh Muslim University and has
over20 years of Senior Management experience in Organizations like Philips
India, Forbes Gokak Limited (TATA Group), Wandel & Goltermann (Germany)
and Ericsson India Private Limited. Prior to joining Dishnet Wireless Limited,
he held a 5 years successful stint at Ericsson India Private Limited as Executive
Vice President & Head (Marketing & Technical Solutions) for market Unit
(India and Srilanka). Mr. Chandra has been the founder Chairman of Global
Mobile Suppliers Associations (India Chapter) and is a permanent Member of
the Institution of Engineers, Australia.
Sharad Mehrotra: Sharad Mehrotra is the Sr. Vice President, heading the
sales, Marketing & Customer Care function for the Telecom Operations in North
and East Circles. He has over 15 years of experience, all over in the Telecom
Industry, worked with the organizations like Global Tele-systems Ltd, BPL
Telecom Ltd, and Ericssion India. He is an Electronics Engineer from Pune
University and has a MBA in Marketing. Prior to joining Dishnet Wireless
Limited, Mr. Mehrotra was working with Ericsson India as Director, Sales &
Marketing and was also part of its Management Team.
Vikram Chona: Vikram Chona is the Associate Vice President, heading the
Business development function for the Telecom Operation in the North East
Circles. He has about 15 years of experience in organizations like USA Petrolium
Corporation, Max Visions Inc, Otis Elevators and ericssion India Pvt. Ltd. He
has obtained a MBA from Loyola Marymount University, USA. Prior to joining
Dishnet Wireless Limited, Mr. Chona was working with Ericsson India Private
Limitedas Senior Manager-Corporate Marketing.
Ganapathi Srinivasan: Ganapathi Srinivasan is the Group Commercial
Head, heading the Business Strategy & Planning function for the Telecom
Operations in Aircel. He is an Economics Graduate from University of Chennai
and has over 16 years of experience in organizations like Otis Elevators and
Ericsson in India Private Limited. Prior to joining Dishnet Wireless limited, Mr
Srinivasan was working with ericsson India Private limited as Price Manager –
Market Unit (India & Sri Lanka).
Komandur P Rangaraj: Komandur P Rangaraj is the Group Financial
controller. He has about 17 years of experience in organizations / audit firms like
Sundaram & Srinivasan Chartered Accountants, Kuwait Insulating Material
Manufacturing Company, ICI India Limited, and BOC India limited, Rolls Print
Packaging Limited and Coromandel Fertilizers Limited. He is a Chartered
Accountant, a CWA and CS (Inter). Prior to joining Dishnet Wireless Limited.
Mr.
Rangaraj was associated with Sundaram & SrinivasanChartered Accountants
and was heading teams conducting statutory and operational reviews for Public
Limited Companies.
Sushil Kumar Agarwal: Sushil Kumar Agarwal is the Associate Vice
President – Projects and Chief Technology Office (North) for the Telecom
Operations in the North and EastCircles. He has about 16 years of experience in
organizations like Rajasthan Electronics & Instrument Ltd and Bharat Sanchar
Nigam Limited (Department of Telecommunications, Government of India). He
is B. E. in Electronics and Communications from MBM Engineering College,
Jodhpur Prior to joining Dishnet Wireless Limited; Mr. Agarwal was associated
with Bharat sanchar Nigam Limited as Deputy General Manager where he was
instrumental in planning, implementation and operation of GSM network in 7
circles of North region.
Atul Dikshit: Atul Dikshit is the National Head – Sales for the Telecom
Operations in the North and East Circles. He has about 15 years of experience in
organizations like Godrej and Boyce Manufacturing Co. Ltd, Shriram Industrial
Enterprise Ltd. DLF Group, Whirlpool, and Reliance Infocomm. He is B. Tech
in Mechanical Engineer from IIT, Kanpur and MBA from IIM, Kolkata. Prior to
Dishnet Wireless Limited, Mr. Dikshit was associated with Reliance Infocomm
and responsible for Sales Planning and Business Development functions for Delhi
and NCR Circle and was also responsible for sale of Mobiles and other telecom
products to Key Accounts in the circle.
Nikhil Gupta: Nikhil Gupta is Head – People and Culture for the telecom
Operations in the North and East Circles. He has more than 9 years of
experience in asia-Pacific and South Asia with organizations like Pacific Century
Cyberworks Ltd (Hong Kong), Links recruitments Ltd, ABC Consultants Pvt
Ltd and Alcatel India Ltd. He is an MBA in Human Resource management and
Graduate in Computer Science. Prior to joining Dishnet Wireless Limited, Mr.
Gupta was associated with Alcatel India Ltd and was responsible for entire
recruitment, induction and all other Human resource activities of Alcatel in
south Asia.
Pritpal Singh Lakkha: pritpal Singh Lakkha is the National Head –
Marketing for the Telecom Operations in the North and east Circles.
Aircel-Circle Offices in India
Assam
Tribeni
Commercial
Complex,
Near Asian Palace,
3rd Floor, G.S
Road,
Bhangagarh
Ulubari,
Guwahati 781 007
Bhuban Plaza,
2nd floor,HB Road,
Pan Bazar,
Guwahati 781001
Customer Care:
9854012345
Bihar &
Jharkhand
415, 4th Floor,
Maharaja
Kameshwar
Complex,
Frazer Road,
Patna 800 001
2nd and 3rd Floor
Rohini
Commercial
Complex,
56,Circular Road,
Ranchi,
Jharkhand 834
001
Customer Care:
9852012345
Chennai
5th Floor, Spencer
Plaza,
769, Anna Salai,
Chennai 600 002
Customer Care:
98410 56789
Coimbatore
(ROTN)
Arthanari Towers,
3rd Floor,
No. 114, Race
Course Road,
Coimbatore – 641
018
Customer Care:
9842012345
Delhi
8, Local Shopping
Centre,
Sector – B, Pocket-
7,
Nelson Mandela
Road, Vasant
Kunj,
New Delhi- 110
070
Himachal Pradesh
2nd & 3rd Floor
Keonthal
Complex,
Upper Khalini,
Shimla 171002
Customer Care:
9857012345
Jammu and
Kashmir
105- 112, B-1
North Block,
Bahu Plaza
Complex,
Jammu 180 012
Customer Care:
9858012345
Near Gurudawra
Shaheed Bunga,
Barzulla, Baghat
Srinagar 190 005
Customer Care:
9858312345
Kolkata
3rd Floor,
Globsyn Crystals
Building,
Plot 11 & 12,
Block EP & GP
Sector V, Salt
Lake,
Kolkata 700 091
North-East
D.G.C. Cross
Road,
2nd Floor
Police Bazar,
Shillong 793001
Orissa
B – Module, 7th
Floor,
Fortune Tower,
Chandrasekharpu
r,
Bhubaneshwar –
751023
Customer Care:
9853012345
West Bengal
2nd Floor, City
Plaza Bldg,
Shaheed
Khudiram Sarani,
City Centre,
Durgapur – 713
216
2nd Floor,
Santa Trade
Centre.
PART - II
PROJECT
OVERVIEW
INTRODUCTION
Aircel launched September 2005BSNL was with market share 45%Reliance with market share 39%Airtel was with market share 16%
Subscriber base – 43, 07,775 After COAI (Cellular Operator Anaciat of India)Aircel in November 2005 was with 2% market shareAirtel 20%Reliance 35%BSNL 44%In February 2008 Aircel cross all operators with market share of 35%Where Airtel 25%Reliance 23%BSNL 20%Aircel crossed Reliance in August 2006, BSNL in February 2007 and Airtel March 2007.We are leadership in subscriber’s detected manpower strong channel partner it is brand with level and lurotrana connection strong brand visibility, Network quality and branding.
Main threats
Tangle camp from AirtelAggressive from Vodafone
Two new competitors
Idea & Tata Docomo
Aircel was on 18 circles out of total 23 circles. We are leader in Assam North East, Chennai, and rest of Tamil Nadu. All India Market Share 6.9%. In All India ranking we are in 5th place.
AIMS OBJECTIVES
1. To find out the organizational profile, history etc.
2. To know the total market share of Aircel, and the need of the customers in Guwahati market.
3. To analyze the market size and market share of other’s.
4. To study the present market scenario of Aircel.
5. To improve the inadequacies if any in the present system of marketing for further business growth of the organization.
METHODOLOGY
The study was descriptive in nature and except for a few instances
where statistical analysis of considerable region was used, the researcher tried
to present the findings in a simple format.
The respondents were selected through simple random sampling; the
method of contact was through personal interview as it was the most versatile
amongst the alternatives. This helped provide clarification to the respondents
and also had the advantage of recording additional information and opinions.
PRIMARY DATA
The primary data will be collected from a well prepare questionnaire.
SECONDARY DATA
The secondary data will be primarily collected from the Internet,
Catalog, Magazines and any other type of published data.
DATA REPRESENTATION
Data will be represented through various tabular and graphical representations.
ANALYSIS
A structure questionnaire with implied alternatives and assumptions,
multiple choice questions are framed. Both primary and secondary data
and information were studied, interpreted and analyzed in percentage,
ranking and tabular form. Pie-chart & Bar Diagram is used for graphical
representation of the data to felicitate the study.
Area of study : Within the area of Guwahati club to zoo road in Guwahati city”
SAMPLE : 150 Retailers
LIMITATIONS OF THE STUDY
Some Retailers do not like to provide the data regarding the
monthly turn over and stock levels of their company.
And the most difficult factor was the difficulty in acquiring the
cooperation of the respondents. It was somehow not so easy in
convincing some retailers to co-operate in responding to the
questionnaires.
CONCLUSION
The data collected through questionnaire are suitably arranged in table for
the purpose of effective and in-depth analysis and interpretation. Use of
percentage, pie- diagram, bar-diagram etc. is also made for the study
whenever necessary.
This questionnaire deals with all the analysis and findings related to
retailer.
Three different types of analysis are done covering almost all the objectives
that are needed to be found.
Analysis of the above question is done by the table given below..(Retailer)
1. What do you deal in ?
Only RCV Only Acquisition Both35 0 65
2. Do you have ACQ forms ?
3. Do you have E recharge?
Aircel 30Airtel 15Vodafone 40BSNL 5Reliance 10
Aircel 35Airtel 40Vodafone 25BSNL 5Reliance 30
4. Does the FOS visit regularly?
Aircel 60%Airtel 50%Vodafone 90%BSNL 20%Reliance 40%
5. POP placement –
Aircel 75%Airtel 60%Vodafone 95%BSNL 5%Reliance 65%
6. How many Connections (ACQ) in a month?
Aircel 725Airtel 425Vodafone 650BSNL 100Reliance 300
7. Do you have NLB or GSB?
Aircel 30Airtel 25Vodafone 45BSNL 10Reliance 20
8. Which telecom Companies services is best in rank?
Aircel Airtel Vodafone BSNL Reliance25%
35%20% 10% 10%
9. Who is better in technical Service (Network Service) ?
Aircel 70%Airtel 90%Vodafone 70%BSNL 65%Reliance 65%
10. Which connection does prefer more?
Aircel 55%Airtel 60%Vodafone 80%BSNL 45%Reliance 55%
Major findings :
The major findings of the study are…
Some retailers remarked that FOS is not visitthere shop.
RCV FOS are not visiting all the Shop, theyvisit some selected shop.
Some retailers also complain that there is a delay in Sim activatation.
RECOMMENDATION
The company should always try to develop the customer relation ship
in every aspect.
The company could give more attention to the complain of the
retailer and try to get their problem solved at the earliest.
The company could also increase the satisfaction level of the retailer
providing them with special offer scheme and playing occasional
visit.
The company could inform the retailers whenever it introduces new
offer and schemes.
As per market survey and analysis, Aircel has better standing than
other companies. The Company could give extra attention towards
the timely visit and delivery of RCV to the retailers.
The company could pay the scheme to the retailers in the
end of the month.
QUESTIONNAIRE FOR RETAILERS
Please evaluate the questions from the criteria listed. Thank you for your input and assistance.
Name ……………………………………………..
Address …………………………………………..
1. What do you deal in
2. Do you have ACQ FORM?
3. Do you have E Recharge?
4. FOS visit is regular or irregular?
5. POP placement –
6. How many Connections (ACQ) in a month?
7. Do you have NLB or GSB?
8. Which telecom Companies services is best in rank-
9. Who is better in Technical Service (Network service)?
10. Which connection does prefer more?
Please suggest some improvement to improve the quality service of AIRCEL?
………………………………………………………………………………………………
………………………………………………………………………………………………
…………………………….. Thank you for your precious time
PART – IV
APPENDIX
BIBLIOGRAPHY :
Marketing Management …………. Philip Kotler
Marketing Research ………………. Naresh Malhotra
REFERENCES
www.aircel.com
www.google.com
www.yahoosearch.com