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Executive summery

The project titled Brand visibility of Aircel at APPs with respect to

competitors has been carried out for AIRCEL, Chandigarh. The main

objective of this project is to know the Status of the company with the

competitor in the prevailing market condition. The whole summer internship

period with Dishnet Wireless Ltd (Aircel) has been full of learning and sense

of contribution towards the organization. In this project the great emphasis is

given to find out the brand visibility of Aircel with respect to competitors,

whether it is better than other competitors or not?

Dishnet Wireless Ltd. (Aircel) is a telecom network providing company.

The main objective of this company is to provide the best services to their

customer in low cost as compared to their competitor. They offer more value

added service in marginal cost. Occasionally they give some offers for the

benefit of the customers and retailer and distributor. According to the study of

the markets, it is being observed that there are many players available in the

markets and some of them are really doing well but if we talk about brand

visibility of these companies, Aircels retail visibility is less effective than other

companies. The needs and wants of the client are taken into consideration.

I hope Dishnet Wireless Ltd (Aircel), Chandigarh will recognize this as wellas take more references from this project report. HR department has been given

more emphasis for the study of the project because it is the only sector where all

type of Age group, Income class and different level of people are represented.

According to the market study, Chandigarh is one of the potential markets for

the telecom service because a single person uses many SIM (network services).

Due to some drawback in the service they do like this; If the company removes

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their draw-backs then its sure that the company will get great response from the

customer.

The main objective of this project is to analyse Brand Aircels visibility &

services at APPs ( Aircel Preferred Partners ) Vs Competition in Chandigarh.

It will also help me to understand the behavior of retailers, customers and distrib-

uters, regarding retail visibility and services.

1.INTRODUCTIONTELECOMMUNICATION -The word telecommunication was adapted from

the French word telecommunication. It is a compound of the Greek prefix

tele, meaning 'far off', and the Latin communicates, meaning 'to share'.

Telecommunication is the transmission of signals over a distance for the

purpose of communication. In modern times, this process almost always

http://en.wikipedia.org/wiki/Transmissionhttp://en.wikipedia.org/wiki/Signal_(electrical_engineering)http://en.wikipedia.org/wiki/Communicationhttp://en.wikipedia.org/wiki/Communicationhttp://en.wikipedia.org/wiki/Signal_(electrical_engineering)http://en.wikipedia.org/wiki/Transmission

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involves the sending ofelectromagnetic waves by electronic transmitters but in

earlier years it may have involved the use of smoke signals, drums or

semaphore. Today, telecommunication is widespread and devices that assist the

process, such as the television, radio and telephone, are common in many parts

of the world. There is also a vast array of networks that connect these devices,

including computer networks, public telephone networks, radio networks and

television networks. Computer communication across the Internet, such as e-

mail and instant messaging, is just one of many examples of

telecommunication.

The basic elements of a telecommunication system are:

a transmitter that takes information and converts it to a signal for

transmission.

a transmission medium over which the signal is transmitted

a receiver that receives and converts the signal back into usable

information.

Often telecommunication systems are two-way and devices act as both a

transmitter and receiver or transceiver. For example, a mobile phone is a

transceiver. Telecommunication over a phone line is called point-to-point

communication because it is b/w one transmitter and one receiver,

telecommunication through radio broadcasts is called broadcast communication

because it is between one powerful transmitter and number of receivers.

A collection of transmitters, receivers or transceivers that communicate with

each other is known as a network. Digital networks may consist of one or more

routers that route data to the correct user. An analogue network may consist of

one or more switches that establish a connection between two or more users.

For both types of network, a repeater may be necessary to amplify or recreate

http://en.wikipedia.org/wiki/Electromagnetic_wavehttp://en.wikipedia.org/wiki/Smoke_signalhttp://en.wikipedia.org/wiki/Drum_(communication)http://en.wikipedia.org/wiki/Semaphorehttp://en.wikipedia.org/wiki/Televisionhttp://en.wikipedia.org/wiki/Radiohttp://en.wikipedia.org/wiki/Telephonehttp://en.wikipedia.org/wiki/Computer_networkhttp://en.wikipedia.org/wiki/Public_telephone_networkhttp://en.wikipedia.org/wiki/Radio_networkhttp://en.wikipedia.org/wiki/Television_networkhttp://en.wikipedia.org/wiki/Internethttp://en.wikipedia.org/wiki/E-mailhttp://en.wikipedia.org/wiki/E-mailhttp://en.wikipedia.org/wiki/Instant_messaginghttp://en.wikipedia.org/wiki/Transmitterhttp://en.wikipedia.org/wiki/Informationhttp://en.wikipedia.org/wiki/Signal_(electrical_engineering)http://en.wikipedia.org/wiki/Transmission_mediumhttp://en.wikipedia.org/wiki/Receiverhttp://en.wikipedia.org/wiki/Mobile_phonehttp://en.wikipedia.org/wiki/Transceiverhttp://en.wikipedia.org/wiki/Point-to-point_communication_(telecommunications)http://en.wikipedia.org/wiki/Point-to-point_communication_(telecommunications)http://en.wikipedia.org/wiki/Broadcastinghttp://en.wikipedia.org/wiki/Telecommunications_networkhttp://en.wikipedia.org/wiki/Routershttp://en.wikipedia.org/wiki/Telephone_switchhttp://en.wikipedia.org/wiki/Repeaterhttp://en.wikipedia.org/wiki/Repeaterhttp://en.wikipedia.org/wiki/Telephone_switchhttp://en.wikipedia.org/wiki/Routershttp://en.wikipedia.org/wiki/Telecommunications_networkhttp://en.wikipedia.org/wiki/Broadcastinghttp://en.wikipedia.org/wiki/Point-to-point_communication_(telecommunications)http://en.wikipedia.org/wiki/Point-to-point_communication_(telecommunications)http://en.wikipedia.org/wiki/Transceiverhttp://en.wikipedia.org/wiki/Mobile_phonehttp://en.wikipedia.org/wiki/Receiverhttp://en.wikipedia.org/wiki/Transmission_mediumhttp://en.wikipedia.org/wiki/Signal_(electrical_engineering)http://en.wikipedia.org/wiki/Informationhttp://en.wikipedia.org/wiki/Transmitterhttp://en.wikipedia.org/wiki/Instant_messaginghttp://en.wikipedia.org/wiki/E-mailhttp://en.wikipedia.org/wiki/E-mailhttp://en.wikipedia.org/wiki/Internethttp://en.wikipedia.org/wiki/Television_networkhttp://en.wikipedia.org/wiki/Radio_networkhttp://en.wikipedia.org/wiki/Public_telephone_networkhttp://en.wikipedia.org/wiki/Computer_networkhttp://en.wikipedia.org/wiki/Telephonehttp://en.wikipedia.org/wiki/Radiohttp://en.wikipedia.org/wiki/Televisionhttp://en.wikipedia.org/wiki/Semaphorehttp://en.wikipedia.org/wiki/Drum_(communication)http://en.wikipedia.org/wiki/Smoke_signalhttp://en.wikipedia.org/wiki/Electromagnetic_wave

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the signal when it is being transmitted over long distances. This is to combat

attenuation that can render the signal indistinguishable from noise.

The shaping of a signal to convey information is known as modulation.Modulation is a key concept in telecommunications and is frequently used to

impose the information of one signal on another. Modulation is used to

represent a digital message as an analogue waveform. This is known as keying

and several keying techniques exist these include phase-shift keying,

frequency-shift keying, amplitude-shift keying and minimum-shift keying.

Bluetooth, for example, uses phase-shift keying for exchanges between devices.

Telecom Industry in India

The telecom industry is one of the fastest growing industries in India. India has

nearly 200 million telephone lines making it the third largest network in the

world after China and USA. With a growth rate of 45%, Indian telecom

industry has the highest growth rate in the world. Much of the growth in AsiaPacific Wireless Telecommunication Market is spurred by the growth in

demand in countries like India and China.

Indias mobile phone subscriber base is growing at a rate of 82.2%.

China is the biggest market in Asia Pacific with a subscriber base of 48% of

the total subscribers in Asia Pacific. Compared to that India s share in Asia

Pacific Mobile Phone market is 6.4%. Considering the fact that India andChina have almost comparable populations, Indias low mobile penetration

offers huge scope for growth.

History of Indian Telecommunications

Started in 1851 when the first operational land lines were laid by the

government near Calcutta (seat of British power). Telephone services were

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introduced in India in 1881. In 1883 telephone services were merged with the

postal system. Indian Radio Telegraph Company (IRT) was formed in 1923.

After independence in 1947, all the foreign telecommunication companies were

nationalized to form the Posts, Telephone and Telegraph (PTT), a monopoly run

by the governments,

Ministry of Communications.

Telecom sector was considered as a strategic service and the government

considered it best to bring under state's control. The first wind of reforms in

telecommunications sector began to flow in 1980s when the private sector was

allowed in telecommunications equipment manufacturing. In 1985, Department

of Telecommunications (DOT) was established. It was an exclusive provider of

domestic and long-distance service that would be its own regulator (separate

from the postal system). In 1986, two wholly government-owned companies

were created: the Videsh Sanchar Nigam Limited (VSNL) for international

telecommunications and Mahanagar Telephone Nigam Limited (MTNL) forservice in metropolitan areas.

In 1990s, telecommunications sector benefited from the general opening up of

the economy. Also, examples of telecom revolution in many other countries,

which resulted in better quality of service and lower tariffs, led Indian policy

makers to initiate a change process finally resulting in opening up of telecomservices sector for the private sector. National Telecom Policy (NTP)1994 was

the first attempt to give a comprehensive roadmap for the Indian

telecommunications sector. In 1997, Telecom Regulatory Authority of India

(TRAI) was created. TRAI was formed to act as a regulator to facilitate the

growth of the telecom sector. New National Telecom Policy was adopted in

1999 and cellular services were also launched in the same year.

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Telecommunication sector in India can be divided into two segments: Fixed

Service Provider (FSPs), and Cellular Services. Fixed line services consist of

basic services, national or domestic long distance and international long

distance Services. The state operators (BSNL and MTNL), account for almost

90 per cent of revenues from basic services. Private sector services are presently

available in selective urban areas, and collectively account for less than 5 per

cent of subscriptions. However, private services focus on the business/corporate

sector, and offer reliable, high- end services, such as leased lines, ISDN, closed

usergroup and videoconferencing.

Cellular services can be further divided into two categories: Global System for

Mobile Communications (GSM) and Code Division Multiple Access (CDMA).

The GSM sector is dominated by Airtel, Vodafone, and Idea Cellular, while the

CDMA sector is dominated by Reliance and Tata Indicom. Opening up of

international and domestic long distance telephony services are the majorgrowth drivers for cellular industry. Cellular operators get substantial revenue

from these services, and compensate them for reduction in tariffs on airtime,

which along with rental was the main source of revenue. The reduction in tariffs

for airtime, national long distance, international long distance, and handset

prices has driven demand.

Milestones in Telecom Reforms

1984 Manufacturing of subscriber terminal equipment opened to privatesector.

1985 Telecom was constituted into a separate department with a separateboard.

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1986 MTNL and VSNL created as corporations.

1988 Government introduces in-dialing scheme. PABX services only withina building, or in adjoining buildings.

1989 Telecom Commission formed.

1991 Telecom equipment manufacturing opened to private sector. Majorinternational players like Alcatel, AT&T, Ericsson, Fujitsu, and Siemens

entered equipment manufacturing market.

1992 VAS sector opened for private competition.

1993 Private networks allowed in industrial areas.

1994 Licenses for radio paging (27 cities) issued.

May 1994 New Telecom Policy announced.

September 1994 Broad guidelines for private operator entry into basicservices announced.

November 1994 Licenses for cellular mobiles for four metros issued.

December 1994 Tenders floated for bids in cellular mobile services in 19circles, excluding the four metros, on a duopoly basis.

January 1995 Tenders floated for second operator in basic services on acircle basis.

July 1995 Cellular tender bid opened.

August 1995 Basic service tender bid opened; the bids caused lot ofcontroversy. A majority of bids were considered low.

December 1995 LOIs issued to some operators for cellular mobile operationsin circles.

January 1996 Rebidding takes place for basic services in thirteen circles.Poor response.

The Telecom Regulatory Authority of India (TRAI) formed by ordinance.

October 1996 LOIs being issued for basic services.

March 1997 The TRAI Act passed in Parliament.

June 1998 Several VASs available through private operators. The firstprivate basic service becomes operational.

March 1999 Announcement of National Telecom Policy.

January 2000 Amendment to the TRAI Act.

August 2000 Announcement of Domestic Long Distance CompetitionPolicy.

October 2000 Planned Corporatization of DoT.

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CHAPTER- 2

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2.Objective of our study is:

To analyise the visibility, stock and recommendation of Aircel at APPs.

To find out the presence of AIRCEL as a brand in APPs of Chandigarh area

To find out customers preference and point of view regarding the various

companies prevailing in the market.

Implement the suggestions and then analyzing the results based on the

suggestions given.

To find out the level of recommendation that retailer gives to Aircel over

various services provided by competitors.

3. RESEARCH METHODOLOGY

Research methodology is a way to systematically do the job. It may be understood as

a science of studying how research is done scientifically. The most desirable

approach with regards to the selection of the research methodology depends on the

nature of particular work, time and resources available along with the desire level of

accuracy.

The research process methodology consists of six steps and these steps are as

follows:

1. Problem definition.

2. Development of an approach to the problem.

3. Research design formulation.

4. Field work or data collection.

5. Data preparation and analysis.

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6. Report preparation and presentation with recommendations.

7. Company Action on recommendations.

8. Final results/Outcome

Title of the study:

A Study on BRAND VISIBILITY OF AIRCEL AT APPs WITH RESPECT

TO COMPITITORS.

Definition: The display of products which makes them appealing, attractive,

accessible, engaging, and excites the shoppers to visit a retail store. Visual

merchandising utilizes displays- Posters, Banners, Leaflet, Dangler, Wall units, In-

shops, digital technology and interactive elements to catch customers' attention and

persuade them to make purchases. Visual merchandising helps convey the image of

the brand and reflects the personality of the target markets that the retail store wants

to attract.

PROBLEM DEFINATION---Concern Area

The first step in any marketing research is to define the problem. In defining the

problem, the researcher should take into account the purpose of study, the relevant

background information and the information needed.

Statement of problem: The purpose of our study is as follows:-

A MOBILE CONNECTION and DEMO BALANCE (recharge vouchers) are a

specialty cum convenience good. The study identifies the visibility of aircel at

AIRCEL PREFERED PARTNERS and suggesting measures to improve the market

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presence.

To find out the presence of AIRCEL BRAND through a defined matrix wrt

boards, danglers, posters, standees, banners, sim stock and other visibilitygoverning products in APPs of Chandigarh and measures to improve it with

compression of competitors. Wherin we gauge the visibility index through the

matrix.

RESEARCH DESIGN

A research design is a framework for conducting the marketing research project. It

details the procedure necessary for obtaining the required information, and its

purpose is to design a study that will test the hypothesis of interest, determine

possible answers to research questions and provide the information needed for

decision making. Formulating the research design involves the following steps:-

RESEARCH DESIGN: Descriptive Research.

We are using the descriptive research as we know the problem and by using this type

of research we are able to get information regarding the attitude and loyalty of APPs

towards Aircel. A research design is the arrangement of conditions for the collection

and analysis of data in a manner that aims to combine relevance to the research

purpose with economy in procedure. Research design can be classified into three

broad classes, exploratory, descriptive and casual. In this study descriptive research

was used. This is because descriptive research is essentially a fact and finding

approach related largely to the present and abstracting generalizations by cross

sectional study of current situation.

METHOD OF COLLECTING QUANTITATIVE DATA:-

The research instrument which we are using in our research paper is a

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questionnaire, which was not directly given to the APPs but was filled by

me after observation and counter questioning as a mystery shopper.

I judged the recommendation of the retailer and took his feedback for the

same.

The visibility was judged through a visibility matrix and stock level was

judged through matrix where recharge vouchers (RVC) and balance was

checked.

The reason for using the direct method of interview and mystery shopping

was to get the accuracy of personal interview and unbiased information.

The filled questionnaire was later analyzed and interpreted to draw

conclusions.

SAMPLING TOOLS & TECHNIQUES:-

TARGET POPULATION: All Aircel Preferred Partners in Chandigarh.

SAMPLING FRAME: All retailers of Punjab region.

SAMPLING SIZE: Our sample size will consist of 38 APPs.

SAMPLING TECHNIQUE: We are using judgmental sampling

technique.

CONTACT METHOD: Personal Interview as a mystery shopper.

DATA SOURCES: Primary Data.

RESEARCH INSTRUMENT: Questionnaires and visibility matrix.

TYPE OF QUESTIONNAIRES: Unstructured

FIELD WORK:- Our field force consists of 1 MEMBER only and our field is

Chandigarh city.

Analysis of the collected data

After the collection of data required, the statistical data have been analyzed in tabular

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form so that it may systematically describe the characteristics of the variables. The

analyzed data is then represented by means of pie charts and bar diagrams.

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MAXIS

Maxis expansion into Indonesia and India is another milestone in our

aspiration to be the regional communications leader of choice. The acquisition

of a 51% stake in PT Natrindo Telepon Seluler (NTS), Indonesia and a 74%equity interest in Aircel, India provides new growth opportunities for Maxis.

These acquisitions give Maxis a strong foothold in two of the worlds most

attractive high-growth, low-penetration markets. This marks the beginning ofthe new world of Maxisa world beyond voice, and beyond borders.

Maxis in INDONESIA

On 29th April 2005, Maxis acquired 51% of PT Natrindo Telepon Seluler(NTS). Maxis are currently in the middle of rolling out a Java wide network to

establish the company as a national operator. The initial launch phase

encompasses 1,300 BTS, providing both 2G and 3G services. NTS expects to

have up to 480 employees by launch date and to increase significantly upon

launching.

MAXIS IN INDIA

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Maxis in India Maxis completed the acquisition of a 74% stake in Aircel on

March 21, 2006. Currently, Aircel has operations in 9 of the 23-telecom circles

of India - Chennai, Tamil Nadu, West Bengal, Orissa, Assam, North East,

Jammu and Kashmir, Himachal Pradesh and Bihar. Aircel launched its services

in Bihar and Himachal Pradesh in December 2006 and also recently received

the licenses to operate in the remaining 14-telecom circles of India giving it the

ability to become a pan-India player.

Maxis expansion into Indonesia and India is another milestone in our aspiration

to be the regional communications leader of choice. The acquisi-tion of a 51%

stake in PT Natrindo Telepon Seluler (NTS), Indones -ia and a 74% equity

interest in Aircel, India provides new growth opportunities for Maxis. These

acquisitions give Maxis a strong foothold in two of the worlds most attractive

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high-growth, low-penetration markets. This marks the beginning of the new

world of Maxis a world beyond voice, and beyond borders. MAP Maxis in

Indonesia On 29th April 2005, Maxis acquired 51% of PT Natrindo Telepon

Seluler. Maxis is currently in the middle of rolling out a Java wide network to

establish the company as a national operator.

The initial launch phase encompasses 1,300 BTS, providing both 2G and 3G

services. NTS expects to have up to 480 employees by launch date and to

increase significantly upon launching. Maxis in India Maxis completed the

acquisition of a 74% stake in Aircel on March 21, 2006. Currently, Aircel

has operations in 9 of the 23 telecom circles of India - Chennai, Tamil Nadu,

West Bengal, Orissa, Assam, North East, Jammu and Kashmir, Himachal

Pradesh and Bihar. Aircel launched its services in Bihar and Himachal

Pradesh in December 2006 and also recently received the licenses to operate in

the remaining 14 telecom circles of India giving it the ability to become a pan-

India player.

Aircel expects to aggressively grow its subscriber base in India and is

developing a broad range of new propositions for its customers - from branding,

to increased network coverage, to innovative product and service offerings, to

refreshing customer experience. As of 31st December 2006, Aircel serves more

than 4.5 million subscribers with a network comprising of almost 4,000 BTS.

Aircel continues to be the market leader in Tamil Nadu and Chennai circle.Aircels network provides 2G and GPRS services, and is EDGE capable.

Aircel is also currently in the process of conducting 3G Trials across different

cities in India. In addition, Aircel is the first cellular operator in India to launch

wireless Internet services using WiMAX technology. It aims to immediately

extend its WiMax coverage to over 20 cities to serve enterprise broadband

customers. Over the next few quarters, India is expected to add new subscribers

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at the rate of 5 to 6 million per month. India offers huge opportunities for Aircel

given the current low mobile penetrations levels as well as challenges in terms

of its geographic spread and low ARPU levels.

Aircel expects to aggressively grow its subscriber base in India and is

developing a broad range of new propositions for its customers - from branding,

to increased network coverage, to innovative product and service offerings, to

refreshing customer experience.

As of 31st December 2006, Aircel serves more than 4.5 million subscribers with

a network comprising of almost 4,000 BTS. Aircel continues to be the market

leader in Tamil Nadu and Chennai circle.

Aircels network provides 3G and GPRS services, and is EDGE capable. Aircel

is also currently in the process of conducting 3G Trials across different cities in

India. In addition, Aircel is the first cellular operator in India to launch wireless

Internet services using WiMAX technology. It aims to immediately extend its

WiMax coverage to over 20 cities to serve enterprise broadband customers.

Over the next few quarters, India is expected to add new subscribers at the rate

of 5 to 6 million per month. India offers huge opportunities for Aircel given the

current low mobile penetrations levels as well as challenges in terms of its

geographic spread and low ARPU levels.

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About Aircel

Type Private

Founded1999

Headquarters Chennai, India

Key people Gurdeep Singh, CEO

Industry Telecom

Parent Maxis communications (74%)

Apollo Hospital (26%)

Products Mobile Telecommunication operator

Website http://www.aircel.com

The Aircel group is a joint venture between Maxis Communications Berhad

of Malaysia and Sindya Securities & Investments Private ltd. whose current

shareholders are the Reddy family of Apollo Hospitals Group of India, with

Maxis Communications holding a majority stake of 74%.

Aircel commenced operations in 1999 and became the leading mobile

operator in Tamil Nadu within 18 months. In December 2003, it launc hed

commercially in Chennai and quickly established itself as a market leadera

position it has held since.

Aircel began its outward expansion in 2005 and met with unprecedent -ed

success in the Eastern frontier circles. It emerged a market leader in Assam

and in the North Eastern provinces within 18 months of ope rations. Till

today, the company gained a foothold in 18 circles include -ing Chennai,

Tamil Nadu, Assam, North East, Orissa, Bihar, Jammu & Kashmir,

Himachal Pradesh, West Bengal, Kolkata, Kerala, Andhra Pradesh,

Karnataka, Delhi, UP(West), UP(East), Maharashtra & Goa and Mumbai.

http://www.aircel.com/http://www.aircel.com/http://www.aircel.com/

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The Company has currently gained a momentum in the space of tele- com in

India post the allocation of additional spectrum by the Depart -ment of

Telecom, Govt. of India for 13 new circles across India. These include Delhi

(Metro), Mumbai (Metro), Andhra Pradesh, Gujarat, Haryana, Karnataka,

Kerala, Madhya Pradesh, Maharashtra & Goa, Rajasthan, Punjab, UP (West)

and UP (East).

MARKET STRUCTURE OF TELECOM INDIA

Divided into 22 circles4 metros

19 circles

Market StructureFurther

divided into A, B and C

category based on

economic parameters and

revenue potential

Each circle has a licensesFour operators per circle are

allowed

Licenses are saleable METRO Circles

Gujarat

Rajasthan

MaharashtraOrissa

Andhra Pradesh

Karnataka

Tamil Nadu

Kerala

Madhya Pradesh

Uttar Pradesh E

Bihar

West Bengal

Punjab

Himachal Pradesh

Haryana

Jammu & Kashmir

Uttar

Pradesh

W

CHENNAI

MUMBAI

DELHI

KOLKATA

C Circles

B Circles

A Circles

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TELECOM CIRCLE IN INDIA

1. Andaman & Nicobar Telecom Circle

2. Andhra Pradesh Telecom Circle

3. Assam Telecom Circle

4. Bihar Telecom Circle

5. Chhattisgarh Telecom Circle

6. Gujarat Telecom Circle

7. Haryana Telecom Circle

8. Himachal Pradesh Telecom Circle

9. Jammu & Kashmir Telecom Circle

10. Jharkhand Telecom Circle

11. Karnataka Telecom Circle

12. Kerala Telecom Circle

13. Madhya Pradesh Telecom Circle

14. Maharashtra Telecom Circle

15. North East-I Telecom Circle for Meghalaya, Mizoram and Tripura

16. North East-II Telecom Circle for Arunachal Pradesh, Manipur and

Nagaland.

17. Orissa Telecom Circle

18. Punjab Telecom Circle

19. Rajasthan Telecom Circle

20. Tamil Nadu Telecom Circle

21. Uttar Pradesh (East) Telecom Circle

22. Uttar Pradesh (West) Telecom Circle

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23. Uttaranchal Telecom Circle

24. West Bengal Telecom Circle

Metro Districts

1. Kolkata Telecom District

2. Chennai Telecom District

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BASIC STRUCTURE OF INDIAN TELECOM

Ministry of Communication & Information Technology

Regulator

Licensor

Judiciary

Telecom Regulatory

Authority of India

Telecom Dispute Settlement

Appellate Tribunal

Dept of Telecom Unified License Operators

Fixed Line Operators

GSM

900 &1800

Wireless Operators

National Long Distance Operators

International Long Distance Operators

CDMA

1800Mhz

Ministry of Communication & Information Technology

Regulator

Licensor

Judiciary

Telecom Regulatory

Authority of India

Telecom Dispute Settlement

Appellate Tribunal

Dept of Telecom Unified License Operators

Fixed Line Operators

GSM

900 &1800

Wireless Operators

National Long Distance Operators

International Long Distance Operators

CDMA

1800Mhz

Ministry of Communication & Information Technology

Regulator

Licensor

Judiciary

Telecom Regulatory

Authority of India

Telecom Dispute Settlement

Appellate Tribunal

Dept of Telecom Unified License Operators

Fixed Line Operators

GSM

900 &1800

Wireless Operators

National Long Distance Operators

International Long Distance Operators

CDMA

1800Mhz

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HOLDING COMPANY

1. DISHNET WIRELESS LIMITED2. AIRCEL CELLULAR LIMITED3. AIRCEL BUSINESS SOLUTIONS

DISHNET WIRELESS LIMITED-This Company provides broadband

services in different circles & it is one of the company which uses WIMAX

technology.

AIRCEL CELLULAR LIMITED-This Company provides mobile services

in different circles.

AIRCEL BUSINESS SOLUTIONS-This is the sub part of aircel cellular

limited which executes the ILD,NLD, WIMAX operations for aircel

cellular.

COMPANY PRODUCTS

AIRCEL SIM Cards

AIRCEL VOUCHERS

AIRCEL E-Recharge

AIRCEL INQ Mobile

AIRCEL Pocket Internet

AIRCEL Blyk

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AIRCEL SERVICES

Any mobile service provider companies provide two types of facility for the

usages

1. PRE-PAID2. POST-PAID

PRE-PAID:

PRE-PAID Define as a pre paid and then use. In this type customer purchases

the recharge coupons and other value added services card from retail shops and

then that can use. In the PRE-PAID if we have no sufficient balance then we

cannot make a call.

POST-PAID:

POST-PAID Define as a post means first use and then paid. In this type of

facility we can make a call unlimited till the credit limit. There are many types

of facility who divert my opinion to use the Post-paid Facility.

PRE-PAID POST-PAID

SERVICES

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VALUE ADDED SERVICES

COLOUR SMS

CALLER RING BACK TONE

AIRCEL 55555 SERVICE

Music Stations:

Astrology

Jokes

Bollywood

News

TipsAIRCEL HEALTH SERVICES

RAILWAY SERVICES

PLAY SCRABBLE

Search your favourite Ring tone

Punjabi Ring tones

Voice Mail Service

Save Your Contacts

Healthy Living Tips

SIM browser services

Dictionary

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Funny Logos and Pictures

Regional Ring tones

Jokes

Hollywood/English Ringtones, Picture Messages and Logos

Non-stop downloads of your favorite stars' Wallpaper, latest Polyphonic

Ringtones, MP3 tones, True tones, Music Videos, Movie videos, Themes,

Movie Themes and Mobile games only on Aircel pocket internet.

Whats more, activating this service is free and browsing the portal is charged

just @10p/10Kb.

Charges:

SMS sent to 121 will be Free.

Browsing charges 10paisa/10 Kb.

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The major key players in the Telecom Market in India

The Key players in the Telecom Market in India

Cellular Service provider:

1. Airtel2. Aircel3. BSNL4. Docomo5. Idea6. Reliance7. Tata indicom8. Uninor9. Videocon10.Virgin11.Vodafone12.MTS13.S Tel

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Classification of Telecommunication services

1.

Basic services

2. Cellular services3. Internet Service Provider (ISP)

Cellular Service

Overview

1. There are ten private service operators in each area, and an incumbent.

2. state operator. Almost 80% of the cellular subscriber base belongs to

the pre-paid segment.

3. The DoT has allowed cellular companies to buy rivals within the same

operating circle provided their combined market share did not exceed

67 per cent. Previously, they were only allowed to buy companiesoutside their circle.

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The DoT and the Precursor to Reform

In one of the earliest steps towards reforms and boosting indigenization efforts,

the government set up the Centre for Development of Telematics (C-DOT) in

1984 with the objective of initiating and managing research in the switching

and transmission segments.Subsequently, the government separated the

Department of Post and Telegraph in 1985 by setting up the Department of

Post and the Department of Telecommunications.In 1986 two new public

sector corporations. The Mahanagar Telephone Nigam Limited (MTNL) and

the Videsh Sanchar Nigam Limited (VSNL).were set up under the Department

of Telecommunications (DoT).

The MTNL, which was carved out of the Dot, took over the operation,

maintenance, and development of telecom services in Bombay and New Delhi.

The VSNL was set up to plan, operate, develop, and accelerate international

telecom services in India. The government created the corporate organizations

in orderto allows decision making autonomy and flexibility and facilitates

public borrowings that would not have been possible under a government

framework. However, policy formulation, regulation, and several key decision

areas remained with the DoT.

A new organization, the Telecom Commission, was created in 1989 with a

wide range of executive, administrative, and financial powers to formulate and

regulate policy and prepare the budget for the DoT. The Telecom Commission

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had four full-time members managing technology, production, services, and

finance and four part-time members representing the Planning Commission,

Department of Finance, Department of Industry, and Department of

Electronics. The creation of the MTNL, its subsequent operations, and the

relationship of the personnel employed in the MTNL to their counterparts in

the DoT raised questions about the organizational structure most suited for this

sector. Therefore, in 1991, upon government initiative, the high-powered

Athreya Committee submitted a report on the appropriate organizational

structures for this sector.

The report recommended:

Placing both policy and regulatory mechanisms under the Telecom

Commission.

Breaking up of the DoT into zonal corporations under the government.

Setting up of a corporation, initially in the public sector, to handle the

long-distance network.

Allowing value-added services (VASs) to be provided by the private

sector.

Indicating general liberalization in production of equipment

giving autonomy to R&D and training institutions.

Subsequently, other studies for reforms had been commissioned, but in

the absence of public debate, and employee and union concerns

regarding the consequences of implementation.

The government did not formally adopted any report.. Since 1997, there

were several statements in the media by key decision makers and the

Communications Minister calling for corporatization of the DoT.

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However, there was very little public information or debate regarding

the sequence of decisions leading to corporatization or the form of

corporate structure.

Since 1995, there was increasing pressure from international

organizations such as the WTO to review the monopoly status of the

VSNL and the Dots monopoly in international long-distance

communication respectively.

The government had undertaken to review the monopoly status of the

VSNL in 2004 and the possibility of opening of long distance in 1999.

The VSNL continued to have a monopoly over international telecom and

broadcast transmission. It had planned to enter the long-distance market

but the DoT hampered its plans. In 1999, the government created the

Department of Telecom Services (DTS), whos Secretary was appointed

from the Indian Telecom Services (ITS) cadre, and the DoT from the

erstwhile the DoT, whos Secretary was appointed from the Indian

Administrative Services (IAS). This was done ostensibly to separate the

service provision component (DTS) from that of policy making (DoT).

In reality this was to accommodate the conflict caused by the

governments decision to appoint a Secretary to the department from the

IAS, as DoT employees wanted the Secretary to be from the ITS. When

the DTS Secretary retired, the government appointed an IAS officer in

his place, which again led to agitation and further bifurcation of the DTS

into the Department of Telecom Operations (DTO) and DTS. The DTS

was to be headed by an IAS officer responsible for the MTNL, VSNL,

Telecommunications Corporation of India Limited (TCIL), Indian

Telephone Industries Ltd. (ITI), and Hindustan Teleprinters Limited

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(HTL) as well as for formulating the strategy for corporatization. The

DTO was responsible for managing the telecom network.

The governments view has been that a person from outside the ITScadre would be better able to oversee the corporatization of the DoT

since in the past senior management of the erstwhile DoT, mostly from

the ITS, had resisted any kind of change.

Although an outsider Secretary was ostensibly to facilitate corporatiz -

ation, it is not clear how, without the requisite mandate from the empl -

oyees and especially the senior managers, he/she would be able to lead

such a major task. This is not to say that the ITS cadre was better

equipped to handle this task. What was missing was an overall strategy

and an indication of the direction of change to inform the administrative

changes. The government seemed to view corporatization as an adminis

-trative decision rather than a process.

The Athreya Committee report as well as subsequent reports on

restructuring may be viewed as the initiation of a process of Examining

organizational options. The reports, however, did not accord due attenti -

on to the need for autonomy in financial and Operational decision

making.

Management incentives that would have allowed these organizations to

increase profitability and raise capital from markets had been only very

sketchily outlined thus access to capital would have been a problem.

Besides the limitations, the suggested changes were superficial since

most .restructured. Organizations showed too much of Control and rule

orientation and continued to work in much the same manner as before.

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Inability of top management and political executives to address the need

to make the DoT more competitive could be cited as a failure. Given the

large base of employees who had been entrenched in a typical bureaucra

-tic mode of functioning providing

Customer orientation and a commercial approach were, and continue to

be, the most difficult tasks. The DoT had no specific training policy in

this regard. Though there were several training centers, these were not

equipped to provide management training. The restructuring was far

more concerned with form than content.

Areas like identifying the mechanisms for acquiring new core Capabili -

ties, developing appropriate incentives, and nurturing a climate in which

change could take place were lacking.

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Telecommunications Regulatory Authority of India

(TRAI)

The Telecommunications Regulatory Authority of India or TRAI(established in 1997) is the independent regulator established by the

Government of India to regulate the telecommunications business in India.

Notwithstanding anything contained in the Indian Telegraph Act, 1885, the

functions of the Authority shall be to-

(a) Make recommendations, on a request from the licensor, on the following

matters, namely:

(i) need and timing for introduction of new service provider;

(ii) terms and conditions of license to a service provider;

(iii) revocation of license for non-compliance of terms and conditions of

license:

(iv) Measures to facilitate competition and promote efficiency in the

operation of telecommunication services so as to facilitate growth in such

services.

(v) Technological improvements in the services provided by the service

providers.

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(vi) Type of equipment to be used by the service providers after inspection of

equipment used in the network.

(vii) measures for the development of telecommunication technology andany other matter relatable to telecommunication industry in general;

(b) Discharge the following functions, namely:-

(i) ensure compliance of terms and conditions of license;

(ii) notwithstanding anything contained in the terms and conditions of the

license granted before the commencement of the Telecom Regulatory Authority

(Amendment) Ordinance, 2000, fix the terms and conditions of inter-

connectivity between the service providers;

(iii) Ensure technical compatibility and effective inter-connection between

different service providers.

(iv) regulate arrangement amongst service providers of sharing their revenue

derived from providing telecom services;

(v) lay down the standards of quality of service to be provided by the service

providers and ensure the quality of service and conduct the periodical survey of

such service provided by the service providers so as to protect interest of the

consumers of telecommunication services.

(vi) lay down and ensure the time period for providing local and long distance

circuits of telecommunication between different service providers;

(vii) maintain register of interconnectagreements and of all such other matters

as may be provided in the regulations;

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(viii) keep register maintained under clause (viii) open for inspection to any

member of public on payment of such fee and compliance of such other

requirement as may be provided in the regulations;

(ix) ensure effective compliance of universal service obligations

(c) Levy fees and other charges at such rates and in respect of such services as

may be determined by regulations.

(d) Perform such other functions including such administrative and financial

functions as may be entrusted to it by the Central Government or as may benecessary to carry out the provisions of this act.

Provided that the recommendations of the Authority specified in the clause (a)

of this sub-section shall not be binding upon the CentralGovernment: Provided

further that the Central Govt shall seek the recommendations of the Authority in

respect of matters specified in sub-clauses (i) and (ii) of clause (a) of this sub-

section in respect of new license to be issued to a service provider and the

Authority shall forward its recommendations within a period of sixty days from

the date on which that Government sought the recommendations:

Provided also that the Authority may request the Central Government to furnish

such information or documents as may be necessary for the purpose of making

recommendations under sub-clauses (i) and (ii) of clause (a) of this sub-section

and that Government shall supply such information within a period of seven

days from receipt of such request:

Provided also that the Central Government may issue a license to a service

provider if no recommendations are received from the Authority within the

period of specified in the second provision or within such period as may be

mutually agreed upon between the Central Government and the Authority.

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Provided also that if the Central Government has considered that

recommendation of the Authority comes to a prima facie conclusion that such

recommendation cannot be accepted or needs modifications, it shall, refer the

recommendations back to the Authority for its reconsideration.

ROLE OF INDIAN GOVERNMENT

The Indian government has played a significant role in setting the stage for

growth in mobile telecommunications. Through the oversight of the Telecom

Regulatory Authority of India (TRAI), the government has made many changes

to regulations and policies to remove hurdles and spark growth. First, the Indiangovernment introduced the Unified Licensing Regime in 2003. This regime

allows operators to offer any service through the technology of their choice, in

any area in which they currently operate. Thus, all telecom services (including

voice, data, cable TV, and radio broadcasting) can now be delivered through a

single medium and are covered by a single license. Unified licensing shifted

operator behavior and caused operators to start focusing on converged services

and networks for cost efficiencywhich, in turn, allows them to offer pricing

conducive to rapid growth. In addition, the Indian government has raised the maximum foreign direct

investment (FDI) limit from 49 percent to 74 percent in Telecom Sector. The government also enacted theAccess Deficit Charge (ADC) policy, which requires that a share of call revenue be paid to the government to

assist in funding network expansion into rural areas.As of early 2005, several regulations were imminent.

First, the launch of an All India license would give operators the right to

provide all forms of service throughout India with one license. This structure

would initiate the next phase of market consolidation, with the result likely

being five to six main players. The players would have greater scale which

would lead to higher cost efficiency and, ultimately, more flexibility, and allow

even fixed line users to switch to mobile services seamlessly possibly

increasing competition in the market. Finally, the government needed to decide

how to increase spectrum capacity, since 2G networks are nearing full capacity

(2G stands for second generation cellular technologies, which are circuit-

based, voice technologies deployed in the 1990s. This standard is being

replaced around the world with 3G networks that are faster .

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AWARDS AND RECOGNITIONS

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Aircel has won many awards and recognitions. Voice and Data gave Aircel the

highest rating for overall customer satisfaction and network quality in 2006.

Aircel emerged as the top mid-size utility company in Business world List of

Best Mid-Size Companies in 2007.Additionally, Tele. Netrecogni -sed Aircel

as the best regional operator in 2008. With over 25 million happy customers in

the country, Aircel is a full-fledged national operator.

Since its foundation in 1999 and the company has gone from strength to

strength and by late 2006, company served some 4 million subscribers in

Chennai, Tamil Nadu and Northern and Eastern India.

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Aircel network cover more than 135 towns and over 1500 Kms of state and

national highways in the Bihar circle and the network is being rolled out

with 2-MSCs,7-BSCs and 750BTS to ensure the seamless connecti eity.

Aircel also established a world class 24*7 Soft Switch / IP Based Call Center

at Patna.

Aircel has recently been honored as the No.1 operator across all metro

circles for customer satisfaction by Voice and Data magazines survey in

2008.

Currently, Aircel has a marked presence in the North and North East circle

of the country including Rest of West Bengal, Orissa, Sikkim, Manipur,

Jammu and Kashmir, Himachal Pradesh and Bihar.

Aircel had acquired RPG Cellular in the Chennai circle in December, 2003,

and since then the cellular service provider has registered a whopping

117.8% growth in its subscriber base.

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OUR GOALS AND VALUES

CUSTOMERS :our customers are our most valued assets. we will strive

to exceed their expectations at all time by providing them with superior

services that embody value, innovation, quality and care.

PEOPLE: our people are our greatest resources. we will attract, train and

retain the best.we will challenge them to develop their full potential in

the context of our company goals.

INTEGRITY: We will maintain and strive for the highest levels of

personal and professional integrity and honesty in all ours dealings. We

will keep our promises.

RESPECT: We will treat with respect & dignity all people we deal with.

EXCELLENCE: We are committed to excellence in all what we do.there

will be no place for mediocrity.

WORK: We will promote a work environment that embraces creativity,

promotes empowerment, encourages team work, innovation, prudent risk

taking, honest and open communication and respectful iconoclasm

QUALITY: the hallmark of our internal and external outputs and

processes will be quality.this will pervade every aspect of our

functioning.

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AIRCEL MARKET SHARE IN INDIA

Total Telephone subscriber base reaches 653.92 Million

Wireless subscription reaches 617.53 Million

Wire line subscription declines to 36.39

16.30 Million new additions in wireless

Overall Tele-density reaches 55.38

Broadband subscription is 9.24 million

Service providers share in overall Net additions:

Bharti 18.4%

Reliance 17.28%

Vodafone 15.89%

Tata 14.26%

Idea 10.81%

Aircel 9.87%

Telecom service provider Aircel today said it plans to invest USD 1.4 billion

(over Rs 6,474 crore)this year on expending its Operations and become pan-

India GSM opreator by June.

We plan to invest USD 1.4 billion this year for expanding our networks and on

existing operations. By June 2010, we plan to have operations in all 23 telecom

circles in the country," Aircel Chief Operating Officer Gurdeep Singh told PTI.

Talking about the company's future investment plans, Singh said Aircel will

invest another USD 2.6 billion in the next two years (2011 and 2012).At present

the telco operates in 18 telecom circles across the country. It plans to launch its

service in the remaining circles of Haryana, Madhya Pradesh, Rajasthan,

Gujarat and Punjab by June, making it a pan-India operator.

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Aircel is also aiming to triple its subscriber base to a record 100 million

users by 2012, said Aircel Director Sandip Das, who is also the Chief Executive

Officer of Maxis Communications. Malaysias Maxis Communications controls

Aircel. At the end of January, Aircel had a subscriber base of 33 million.

Aircel is at the fifth place among pure GSM operators, with a market share of

8.38 per cent after Bharti, Vodafone, Idea and BSNL.

FUTURE AHEAD

Aircel has a good future ahead, being one of the most dominant operator in

South India. The company has planned for investing a handsome amount of

money for developing the infrastructure in the near future. But the future

ahead is not going to be cakes walk for Aircel because telecom giants like

BSNL, Airtel, Vodafone, etc. are in front of it. The company needs to think

and take appropriate action for betterment.

With the pool of talented and hard working employees, it is not that toughfor Aircel to become one of the major players in telecom in the coming

future.

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ABOUT THE PROJECT

Introduction of the topic

A Study on BRAND VISIBILITY OF AIRCEL AT APPs WITH

RESPECT TO COMPITITORS.

Definition: The display of products which makes them appealing, attractive,accessible, engaging, and enticing to shoppers in a retail store. Visual

merchandising utilizes displays - Posters, Banners, Leaflet, Dangler, lighting,

digital technology and interactive elements to catch customers' attention and

persuade them to make purchases. Visual merchandising helps convey the

image of the brand and reflects the personality of the target markets that the

retail store wants to attract.

RESEARCH PROBLEM

SCOPE OF STUDY

The scope of the study for management student gets to apply all their theoretical

knowledge in the companys summer training. During training they solve the

particular problem given by the company and come to know the various things

practically.

The study gives the company a true and unbiased picture of it position and

standing in the and also its image in the society.

The company could take appropriate steps to increase the availability of

AIRCEL products thus increasing the sales in Chandigarh. The study was

http://retailindustry.about.com/od/statisticsresearch/p/retailindustry.htmhttp://retailindustry.about.com/od/statisticsresearch/p/retailindustry.htm

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conducted among retailer outlets of Chandigarh only and it was conducted only

for a period of 45 days.

Review of literature:

Once the problem is identified, the researcher should undertake extensive

literature survey concerned with the problem. The review of related literature

involves the systematic identification, location and analysis of documents

containing information related to research problem. It enables us to know what

already has been done in the area of our problem. For this purpose, the

abstracting and indexing published or unpublished dissertations, journals and

bibliographies are the first place to go to. The researcher should also refer to

books, government documents, reports, conferences proceedings minutes

according to the need of problem. Especially the researcher should go through

the earlier studies if any conducted in similar problem area. The researcher

should search for a good library and be familiar with the services offered by the

library as well as the rules and regulations of it.Sampling : It is almost impossible to study the whole population. The study of

the whole population requires a great deal of time, money and man power .

Therefore the study of population if not possible still it is impractic -able. The

solution to this problem is sampling. Sampling is the process by which an

individual, objects or events is selected and analyzed in order to find out

something about the entire population from which it was selected. Sample is therepresentative proportion of the entire population in which all the characteristics

of population exists.

SAMPLE SIZE

The selected respondent constitutes what is technically called a Sample.

Sample size of 38APP outlets was taken for the study from all places of

Chandigarh.

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DATA COLLECTION

The task of data collection begins after a research problem has been defined and

research design plan chalked out. While deciding about the method of data

collection to be used for the study, the researcher should keep in mind two types

of data viz., primary and secondary. Primary data was collected for the study.

PRIMARY DATA

Primary data are those which are collected afresh and for the first time, and thus

happens to be original in character. The sources of primary data were fromAircel Preferred Partners

Customers in the outlet

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DATA ANALYSIS

Retailer's Preference

company aircel airtel bsnl docomo idea reliance vodafone

No. of retailers

percentage 27.2 21.4 1.4 8.6 10 4.3 27.7

According to the analysis, Aircel and Vodafone were the most recommended

networks by the retailer with 27% each retailers recommending and Airtel on

3rd

number with 21% while idea at 4th

position with 10% retailers preferring

Idea and Docomo at 5th

position with 8.5% recommendation.

aircel

airtel

bsnl

docomo

idea

reliance

tata indicom

videocon

virgin

vodafone

ping

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RETAILERS RECOMMENDATION

High recommendation

Moderate recommendationNo recommendation

According to the above analysis, 55% of the APPs strongly recommendedAircel while 36% of them gave a moderate recommendation while 9% of them

did not recommend Aircel at all.

High Racomendation

Moderate Recommendation

No Recomendation

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BRAND VISIBILITY

According to the above analysis, Airtel was the most visible brand in the market

with 29% and Aircel on 2nd

position with 28% following Vodafone , Reliance

and Docomo with 12%, 10% and 8%.

aircel

airtel

bsnl

docomo

idea

reliance

tata indicom

videocon

virgin

vodafone

ping

co./basis

aircel airtel bsnl docomo idea reliance Tataindicom

videocon virgin vodafone Ping

Visibility 28% 29% 0% 8% 8% 10% 2% 1% 0% 12% 1%

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Visibility of Aircel

Excellent 11Good 15

Average 12

Out of the 38 APPs visited, 28% retailers had excellent visibility, 41% had good

visibility while rest 31% had an average visibility.

Excellent

Good

Average

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SIM STOCK AVAILABE FOR SALES

Out of all 38 APPs, the sims available for sales were:-

Vodafone at 1st

position with 1953 (25%) sims covering of the total market

Airtel at 2nd

position with 1546 sims (20%) of the market

Aircel on 3rd

position with 1286 sims (16%) of the market share followed by

Docomo 14% and Idea 11%.

aircel

airtel

bsnl

docomo

idea

reliance

tata indicom

videocon

virgin

vodafone

ping

Co. aircel airtel bsnl docomo idea reliance Tataindicom

videocon vodafone

Sim stock(units)

1286 1546 216 1108 870 565 92 194 1953

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DEMO BALANCE WITH RETAILER

Airtel was the leader with 31% of the total demo balance followed by Aircel

and Vodafone with total share of 13% each followed by it is Docomo with 12%

and Idea with 10% market share.

aircel

airtel

bsnl

docomo

idea

reliance

tata indicom

videocon

virgin

vodafone

ping

Co. aircel airtel bsnl docomo idea reliance Tataindicom

videocon vodafone

Balance(Rs)

154602 375600 98000 148200 122260 110400 12600 30500 162850

%age

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CUSTOMERS CHOICE

company aircel airtel bsnl docomo idea reliance Tata indicom vodafone

No. of retailers

percentage 22.3 11.12 5.56 5.56 16.67 5.56 5.56 27.78

Customers chose Vodafone over Aircel followed by Idea.

28% people chose Vodafone as their first preference,

22% chose Aircel as their first choice, while

16% chose Idea as their first choice.

aircel

airtel

bsnl

docomo

idea

reliance

tata indicom

vodafone

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Terms considered by customer while purchasing a new

connection

network coverage 32%

std call rates 10%local call rates 16%

isd call rates 5.%

internet 10%

3g services 5%

vas 21%

The analysis shows that out of the customers interviewed, following was the

composition of their consideration which they wish to be satisfied by the

purchase of a new connection.

terms concidered by customers whilepurchasing a connection

network coverage

std call rates

local call rates

isd call rates

internet

3g services

vas

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RECOMMENDATIONS & SUGGESTIONS:-

By going through all the study there are some recommendations and suggestion

that can make the study more effective as well as can create a good results for

AIRCEL brand visibility. These suggestions are as follows:-

Regular pasting of danglers, tapes, posters, banners at these outlets should

be done and noted.

The company should arrange canopy at areas where the crowd mostlyconsists of student. E.g. sec 15,34,35.

Aircel representatives should be present at mobile centered retail shops.

Like in sec. 22 and 20 I.T. market.

The company should convince and make the retailers positive by listening

to their problems and meeting their needs.

Remove the tapes and boards which are covering and hiding Aircelboards (Music Masti ph4 Mohali, Solan-Shimla traders Mani Majra).

Regular visit of Aircel representatives at these outlets.

Regular maintenance of boards and flenges.

Increase the sim stock at the outlets where required and avoid over

stocking.

Increase the recharge and demo balance where it is less.

Increase the network coverage.

Bring back the free talk time vas which was there during introduction of

the company.

Increase awareness & advertise more to make people aware about the

new schemes. (very less people are aware of carry your plan ).

Increase visibility at app outlets at Chandigarh.

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Some promotional strategies should be used in outer & rural areas as very

less awareness of Aircel tariff and plane (e.g. sec preet, music masti, nitu)

Company should get involved in forceful advertisement policy like Airtel,

Vodafone and Reliance.

The visit to the outlets should be regularly checked by the company.

The company should advertise its products and services on a regular

basis.

Aircel should spend more on advertisement and offering the best scheme

to attract more retailers and customers.

Aircel should continue to offer the best toppings to stay at the top and

continue to progress and attract to customer.

There should be no compromise in quality and the network facility.

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FINDINGS

I found that in most of retail outlets danglers, posters, boards, tape rolls,

wall units were clearly visible.

I found that most of retail outlet had good visibility of Aircel.

There was a better visibility for awareness of tariff plan and new scheme

of company.

The retailers who were not updated with the latest products and schemes

were now updated with the same.

Demo balance with the retailer was brought to an optimal level and

induced wherever needed.18500 worth of demo balance was induced and

visibility increased by 1%.

Sim stock was also increased from 1286 to 1526 which showed an

increase in visibility by 3%.

878

5283

146

138

172

4318

7 219

10BRAND VISIBILITY

aircel

airtel

bsnl

docomo

idea

reliance

tata indicom

videocon

virgin

vodafone

ping

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173102

375600

98000

148200

122260

110400

12600

30500

162850

DEMO BALANCE WITH RETAILER

aircel

airtel

bsnl

docomo

idea

reliance

tata indicom

videocon

virgin

vodafone

ping

1526

1546

216

1108

870

565

92

194

1953

SIM STOCK AVAILABE FOR SALES

aircelairtel

bsnl

docomo

idea

reliance

tata indicom

videocon

virgin

vodafone

ping

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Those retailers who are not happy with the company were counseled by

the company representatives.

Marketing materials (posters, dangler, banners leaf-lets, etc...) which

were not distributed properly as there were some outlets with bulks of

posters kept beneath their tables were now considered and checked

regularly.

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LIMITATIONS:

No study is free from the limitations, so does ours. There are many

limitations that we encountered during the course of our study and

research process.

Our study is limited or restricted only to Chandigarh city.

Retailers opinion in relation to customer preference and margins may not

be true.

Method of data collection was through personal interview and therefore,

it becomes a major limitation.

Due to the time constraints all the retailers were not covered.

Some retailers did not answer the complete questionnaire.

The sampling method used was convenience sampling. So there is a

possibility that some important respondents have been left out.

Some question regarding the other company depends on the mood of the

respondent and at the time during which they were interviewed.

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