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54
Market Research Undergone at
HutchHutch
On
Retailers NetworkManagement
Prepared by : - Amit c lunagariyaClass : - T.Y. B.B.A
Roll No. : -
Seat No. : -
Academic Year : - 2!-"
College : - R.P B#alodia College
- Submitted to -Sauras#tra $ni%ersity
- &uided by-
'r.(uldeep )obanputra
*#ere%er You &o +ur Net,or( *ill ollo,s You
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Declaration
t#e undersigned Amit c lunagariya. a student o/ T.Y.B.B.A0 #ere by declare t#at t#e pro)ect ,or( presented in t#is respect
is my o,n ,or( and #as been carried out under t#e super%ision o/
Mr.kuldeep jobanputrao/ R.P B#alodia College 0 Ra)(ot.
T#is ,or( #as not been pre%iously submitted to any ot#er
uni%ersity /or any ot#er e1amination.
ate : Student Sign
Place : -------------------
Amit c lunagariya
3T.Y. B.B.A4
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Preface
n t#is era o/ globali5ation ,#ere e%ery minute ndia is mo%inga step a#ead and e1panding it #ori5ontally0 management in ndia is
#eading to,ards a pro/ession. T#e demand /or management6s
pro/essionals is increasing day by day. n suc# a competiti%e
surroundings it becomes a re7uirement to #a%e an edge o%er ot#ers
and B.B.A is suc# a course0 ,#ic# #elps and assists students in doing
t#at.
T#e practical studies are treated as a di//erent sub)ect in B.B.A
,#ic# #elps t#e students in practically applying t#eir t#eoretical
(no,ledge. t #elp us to /ace competition0 builds up our con/idence
and also add somet#ing to our personality. +%er and abo%e in t#is /ast
mo%ing economy0 #ere practical studies play an important role in
moulding our carriers.
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Acknowledgement
am muc# obliged to e1press my deep gratitude to all t#e
personalities ,#o spared t#eir %aluable time and ga%e me #elp/ul co-
operation and guidance /or my Pro)ect Report.
am #eartily great/ul to t#e management o/ S#ree R.P
B#alodiaparticularly to t#e inc#arge 'r.(uldeep )obanputra/or#er #elp/ul co-operation0 inspiration0 interest and %aluable guidance in
preparing t#is report.
t is a matter o/ a great pleasure and e1citement /or me
,#en 'r. Ra)i% Sing# and 'rs. 8annan 'e#ta permitted me to carry
out pro)ect report in t#is company. e1press my sincere t#an(s to
bot# &entleman and sta// members /or de%oting t#eir %aluable time
and pro%iding e1treme co-operation and guidance.
9ast but not least0 ,ould li(e to e1press my sincere
t#an(s to all respondents0 /riends and /amily members ,#o #a%e
#elped me in preparing report t#roug# t#e preparation o/ t#is report.
ate : Student Sign
Place : --------------------
Amit c lunagariya
3T.Y. B.B.A4
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INDEX
Sr.
No.
Particulars Page
No1 General Information 6
2 Company Profile 21
3 Marketing Department of theCompany
27
4 Retailers Network Management 42
Market Resear!h 53
" #$t$re Plans 83% &'() *nalysis 85
+ &$ggestion 91
, Contri-$tion 93
1. My (-ser/ations 95
11 Con!l$sions 97
12 0i-liography 100
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GENERALGENERAL
INFORMATIINFORMATI
ONON
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CONTENTS
*#ere%er You &o +ur Net,or( *ill ollo,s You
Sr.
No.
Particulars Page
No1 Intro$!tion +
2 (/er/iew $t!hCell$lar imite 1.
3 5ision 11
4 istory 6 De/elopment of theCompany
12
*!hie/ements 6 *!!reit ions 1+
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Introduction
*9 is a leading global telecommunications and data ser%ices
pro%ider operating ,it# a #ig# gro,t# strategy in ;" countries. t is adynamic and agile player ,it# a strong trac( record as:
T#e /irst to mar(et ,it# an international brand?
+ne o/ t#e most agile and pro/itable 2& mobile %oice and data
net,or( operators? and
As a ma)or o,ner and operator o/ t#e /ibre optic broadband and
/i1ed-line net,or(s in ong 8ong0 ser%ing as a telecoms
gate,ay to C#ina.
*9 started mobile business in ;@< in our #ome mar(et o/ ong
8ong and no, ser%es o%er million customers. +ur array o/
telecommunications and data net,or( o//erings pro%ides a dept# o/
tec#nological (no,ledge and insig#t into emerging consumer trends.
T#is breadt# o/ ser%ices in so many mar(ets around t#e ,orld also
allo,s our operations to e1ploit opportunities0 synergies and our
critical mass in order to maintain our leaders#ip position. +urtelecommunications and data in/rastructure support o//erings in t#e
areas o/ mobile telep#ony 3%oice and %ideo based multimedia40 /ibre-
optic broadband net,or(s0 /i1ed-line ser%ices and radio broadcasting.
*9 is proud to be t#e /irst international pro%ider o/
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,#ic# ,as listed on t#e ong 8ong and Ne, Yor( stoc( e1c#anges
in +ctober 2. utc#ison Telecom #as a signi/icant presence0 and
in many cases is a mar(et leader0 in nine dynamic mar(ets0 operating
or rolling out mobile ser%ices in ong 8ong and 'acau0 ndia0 srael0
T#ailand0 Sri 9an(a0 ana0 ndonesia and Dietnam. T#e
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Overview Hutc !imited
- At A &lance
NA'E + TE C+'PANY : - ascel 9imited
SFE + TE $NT : - 9arge scale unit
+R' + +R&ANFAT+N : - 'ultinational Co.
*EB STE : - ,,,.#utc#.in
RE&STER +CE : - ascel 9imited
!t#loor0 Sa(ar G 0
Allias Bridge0
A#medabad.
YEAR + ESTAB9S'ENT : - n t#e year o/ ;@
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"i#ion
T#e Brand utc#0 #as t#e /ollo,ing %ision de%eloped /or
itsel/:
=Through continuous innovation, Hutch promises to
liberate, stimulate customers from the shackles of time and spaces>
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Hi#tor$ % Develo&ment of te com&any
Hutchison Whampoa Limited (HWL) is a leading international
corporation committed to inno%ation and tec#nology ,it# businessesspanning t#e globe. ts di%erse array o/ #oldings range /rom some o/
t#e ,orldIs biggest port operators and retailers to property
de%elopment and in/rastructure to t#e most tec#nologically-ad%anced
and mar(eting-sa%%y telecommunications operators. *9 reports
turno%er o/ appro1imately 822 billion 3$S
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and data ser%ices in nine dynamic mar(ets in Asia0 t#e 'iddle
East and A/rica.
utc#ison *#ampoa 9imited is among t#e largest companies listed
on t#e main board o/ t#e ong 8ong Stoc( E1c#ange. lags#ip
companies include utc#ison Port oldings0 utc#ison *#ampoa
Properties0 A.S. *atson0 C#eung 8ong n/rastructure and utc#ison
Telecom.
utc#ison dates bac( to t#e ;s and ,#ile its operations no, span
t#e globe0 it continues to remain based in ong 8ong. utc#isonIs
e1ecuti%es and sta// are a multicultural mi1 as di%erse as t#e reac# o/
t#e corporationIs operations.
utc#ison #as a strong commitment to t#e #ig#est standards o/
corporate go%ernance0 transparency and accountability - principles
,#ic# #a%e been recognised by t#e receipt o/ numerous a,ards and
commendations.
orts and !elated "er#ices
utc#ison Port oldings 3P4 operates in 22
countries. T#e port and related ser%ices groupoperates a total o/ 2HH bert#s in ports. t operates
in /i%e o/ t#e se%en busiest container ports in t#e
,orld.
ts #ead7uarters are at ong(ong nternational Terminals0 t#e ,orldIs
largest and busiest pri%ately-o,ned container terminal operator.
P #andled a total t#roug#put o/ H;. million t,enty-/oot
e7ui%alent units 3TE$s4 in 2H. n t#e $nited 8ingdom0 it o,ns t#ePort o/ eli1sto,e 3t#e countryIs largest40 ar,ic# nternational Port
and T#amesport. P also #as a substantial interest in ports in
Rotterdam0 in t#e Net#erlands0 Belgium0 &ermany0 Poland0 Spain0
ndonesia0 8orea0 'alaysia0 'yanmar0 T#ailand0 Pa(istan0 Egypt0
Tan5ania0 +man0 Saudi Arabia0 Argentina0 t#e Ba#amas0 Ecuador0
'e1ico and Panama. T#e &roup is also in%ol%ed in t#e in%estment0
de%elopment and operations o/ a number o/ deep-sea and coastalMri%er
ports in 'ainland C#ina.
*#ere%er You &o +ur Net,or( *ill ollo,s You
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roperty and Hotels
rom landmar( o//ice buildings on ong 8ongIs
s(yline to lu1ury residential properties in t#e $nited
8ingdom0 utc#ison *#ampoa Properties 9imited
de%elops and in%ests in leading real estate pro)ects.
T#e &roup pioneered t#e concept o/ Lgarden cityL
large-scale pri%ate #ousing estates in pleasant settings in ong 8ong
,#ic#0 t#an(s to t#eir success0 are e1tended to C#ina. T#ese include
Sout# ori5ons and *#ampoa &arden.
9andmar( buildings in t#e &roupIs port/olio include t#e !2-storey
C#eung 8ong Center in t#e Central district o/ ong 8ong0 t#e
+riental Pla5a in Bei)ing0 and T#e Center in S#ang#ai. Prestigiousresidential properties in t#e $nited 8ingdom include Royal &ate
8ensington0 Belgra%ia Place and Albion Ri%erside. +t#er #oldings
include a sta(e in t#e Paci/ic Century Place 'arunouc#i o//ice and
#otel to,ers beside To(yo Station and a beac# and gol/ resort in t#e
Ba#amas.
T#e &roup0 toget#er ,it# C#eung 8ong 3oldings4 9imited0 #as set
up a )oint %enture company0 arbour Pla5a otel 'anagement3nternational4 9imited0 to operate and manage #otels under t#e
port/olio o/ t#e utc#ison Property di%ision.
!etail
A.S. *atson J Co.0 9imited 3AS*40 t#e &roupIs
retail arm0 operates o%er "0! retail stores in
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Per/ume S#op. A.S. *atson is t#e ,orldIs largest #ealt# and beauty
retailer.
$nergy% &n'rastructure% &n#estments and Others
C#eung 8ong n/rastructure 3C840 t#e &roupIs
in/rastructure arm0 is a di%ersi/ied in/rastructure
company ,it# businesses in transportation0 energy0
in/rastructure materials0 ,ater plants and related
operations. C8Is businesses span ong 8ong0
'ainland C#ina0 Australia0 $80 Canada and t#e
P#ilippines.
T#e &roup #as an interest in ong(ong Electric oldings3E40 t#e
sole electricity supplier to ong 8ong sland and 9amma sland.utc#ison is also a ma)or s#are#older o/ us(y Energy0 one o/
CanadaIs largest energy and energy related companies.
n%estments and +t#ers di%ision mainly represents utc#ison
*#ampoa 3C#ina40 listed subsidiary utc#ison C#ina 'ediTec#
9imitedand utc#ison arbour Ringand listed associated company
T+' &roup.
Hutchison Whampoa (China) Limited0 t#e in%estment arm o/ *9
in 'ainland C#ina0 is acti%ely engaged in a number o/ %entures and
ot#er acti%ities. T#ese in%estments include t#e manu/acture and
distribution o/ #ealt#care0 personal care and traditional C#inese
medicine products0 t#e pro%ision o/ aircra/t maintenance0 engineering
and cabin cleaning ser%ices0 t#e pro%ision o/ logistics ser%ices0 t#e
operation o/ a rice /arm and rice trading0 #otel o,ners#ip as ,ell as
t#e manu/acture o/ optical transmission e7uipment.
Hutchison China MediTech Limited (C#i-'ed40 is a subsidiary o/
*9. C#i-'ed0 t#e #olding company o/ a p#armaceutical and
#ealt#care group based primarily in 'ainland C#ina0 is listed on t#e
Alternati%e n%estment 'ar(et o/ T#e 9ondon Stoc( E1c#ange Plc
3stoc( code: C'4. C#i-'ed /ocuses on researc#ing0 de%eloping0
manu/acturing and selling p#armaceuticals0 #ealt# supplements and
ot#er consumer #ealt# and personal care products deri%ed /rom
Traditional C#inese 'edicine 3TC'4 and botanical ingredients. T#e
*#ere%er You &o +ur Net,or( *ill ollo,s You
http://www.hutchison-whampoa.com/eng/energy/overview.htmhttp://www.cki.com.hk/http://www.heh.com/http://www.huskyenergy.ca/http://www.hwcl.com.hk/http://www.hwcl.com.hk/http://www.chi-med.com/eng/global/home.phphttp://www.chi-med.com/eng/global/home.phphttp://www.hutchisonharbourring.com/http://www.tomgroup.com/english/http://www.hutchison-whampoa.com/eng/energy/overview.htmhttp://www.cki.com.hk/http://www.heh.com/http://www.huskyenergy.ca/http://www.hwcl.com.hk/http://www.hwcl.com.hk/http://www.chi-med.com/eng/global/home.phphttp://www.chi-med.com/eng/global/home.phphttp://www.hutchisonharbourring.com/http://www.tomgroup.com/english/7/27/2019 amit hutch bba.doc
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o%erall aim o/ C#i-'ed is to dra, on t#e untapped ,ealt# o/
(no,ledge and #istory o/ usage in t#e TC' industry to de%elop
p#armaceutical and consumer products /or t#e global mar(et.
Hutchison Harbour Ring Limitedis listed on t#e Stoc( E1c#ange o/
ong 8ong 3stoc( code: ";H40 is a leading toy manu/acturer and a
supplier and manu/acturer o/ consumer electronic products as ,ell as
a licencing and sourcing ser%ice pro%ider. T#e company also #olds
in%estment properties in t#e 'ainland.
TOM Group Limited is listed on t#e 'ain Board o/ t#e Stoc(
E1c#ange o/ ong 8ong 3stoc( code: 2
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utc#ison Telecommunications nternational 9imited 3utc#ison
Telecom4 /ocuses on dri%ing /uture gro,t# in de%eloping mar(ets
,#ile using t#e &roupIs leading tec#nology position to /urt#er
de%elop ad%anced ser%ices /or demanding subscribers in more
sop#isticated0 #ig#-demand mar(ets. t operates or is rolling outmobile telecom ser%ices in ong 8ong and 'acau0 ndia0 srael0
T#ailand0 Sri 9an(a0 ana0 ndonesia and Dietnam0 plus a
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Acievement# % Accredit ion#
;. utc#ison Essar 9imited0 utc#ison 'obile Ser%ices 9imited0
ascel 9imited0 utc#ison Telecom East 9imited0 utc#ison Essar
Sout# 9imited0 Aircel igilin( ndia 9imited and BP9 'obileCellular 9imited 3)ointly #ereina/ter to as Lutc#L4 s#all use
reasonable endea%ours to c#ec( t#e accuracy o/ t#e in/ormation
publis#ed on its Site. utc# and any ot#er utc# product or ser%ice
name re/erred to on t#e #utc#.in ,ebsite are trade mar(s o/
utc#ison Essar 9imited.
2. Content 3in/ormation0 communications0 images and sounds
contained on or a%ailable t#roug# #utc#.in4 is pro%ided by utc#0its a//iliates0 independent content pro%iders and t#ird parties. T#e
contents o/ #utc#.in are copyrig#t utc# its a//iliates0
independent content pro%iders or t#ird parties. All rig#ts reser%ed.
T#e contents o/ #utc#.in cannot be reproduced0 modi/ied0
trans/erred0 distributed0 republis#ed0 do,nloaded0 posted or
transmitted in any /orm or by any means including but not limited
to electronic0 mec#anical p#otocopying or recording ,it#out t#e
prior ,ritten permission o/ utc#ison Essar 9imited. You agreet#at t#e material and content contained ,it#in or pro%ided by
#utc#.in is /or your o,n personal use only and may not be used /or
commercial purposes or distributed commercially.
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you assume any costs relating to t#e abo%e. utc# reser%es t#e
rig#t to c#arge /or access to certain in/ormation on #utc#.in. utc#
,ill in/orm you ,#ere a c#arge ,ill be incurred by you /or
accessing certain ser%ices or in/ormation on #utc#.in.
H. / your PC does not support rele%ant tec#nology including but
not limited to encryption you may not be able to use certain
ser%ices or access certain in/ormation on #utc#.in.
!. You may not mirror any material contained on #utc#.in on any
ot#er ser%er ,it#out t#e prior ,ritten consent o/ utc#ison Essar
9imited. Any unaut#orised use o/ t#e contents o/ #utc#.in eit#er
under t#is clause or clause abo%e may be in breac# o/ copyrig#tla,s or trademar( la,s.
". You ac(no,ledge t#at utc# #as no control o%er and e1cludes
all liability /or any material on t#e nternet ,#ic# can be accessed
by using #utc#.in. Neit#er can ,e be deemed to #a%e endorsed t#e
content.
. By submitting any material to us %ia t#e #utc#.in ,ebsite0 %iaemail or ot#er,ise0 you do so in t#e (no,ledge t#at utc# may
copy0 modi/y0 distribute or create a deri%ati%e ,or( /rom t#at
content in any /orm. You ,arrant t#at t#e material is /it /or
publication and agree to indemni/y us i/ any t#ird party ta(es
action against us in relation to t#e material t#at you submit. You
,arrant t#at you belie%e utc# may publis# t#e material you
submit andMor ma(e use o/ it or any concepts described in it in our
products or ser%ices ,it#out liability and you agree not to ta(e
action against us in relation to it.
@. n a /e, areas o/ #utc#.in. ,e may as( you to pro%ide personal
in/ormation t#at ,ill enable us to use t#e in/ormation you pro%ide
us ,it# to (eep you in/ormed o/ our latest products and ser%ices
a/ter your %isit to #utc#.in. T#e personal in/ormation ,ill be used
in accordance ,it# our online pri%acy policy.
;. You agree not to cause0 nor (no,ingly allo, ot#ers to cause0
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any nuisance0 annoyance0 or incon%enience0 ,#et#er to utc# or
any o/ its customers or users o/ #utc#.in by any means. You also
agree not to use #utc#.in to transmit or post any material ,#ic# is
de/amatory0 o//ensi%e or obscene or menacing c#aracter or ,#ic#
may in our )udgement cause nuisance0 annoyance0 incon%enienceto utc#0 or any ot#er person or ,#ic# is illegal. You ,ill not use
#utc#.in suc# t#at you ,ould cause t#e ,#ole or part o/ #utc#.in to
be interrupted0 damaged0 rendered less e//icient or impaired in any
,ay.
;;. T#e ser%ice is accessed %ia t#e *orld *ide *eb ,#ic# is
independent o/ #utc#.in and utc#. Your use o/ t#e *orld *ide
*eb is solely at your o,n ris( and sub)ect to all applicablenational and international la,s and regulations. utc# #a%e no
responsibility /or any in/ormation or ser%ice obtained by you on
t#e *orld *ide *eb.
;2. utc# does not accept responsibility /or any de/ects t#at may
e1ist or /or any costs0 loss o/ pro/its0 loss o/ data or conse7uential
losses arising /rom your use o/0 or inability to use or access or a
/ailure0 suspension or ,it#dra,al o/ all or part o/ t#e ser%ice at anytime. utc# e1cludes all liability ,#et#er in contract0 tort
3including liability /or negligence4 or ot#er,ise /or t#e accuracy0
suitability0 7uality or completeness o/ any in/ormation and t#e
%alue and integrity o/ goods and ser%ices o//ered by t#ird parties
o%er #utc#.in. You ac(no,ledge t#at ,e #a%e no control o%er and
,e e1clude all liability /or any material on t#e *orld *ide *eb0
,#ic# can be accessed by using #utc#.in.
;
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COMPANYCOMPANYPROFILPROFIL
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CONTENTS
Sr.
No.
Particulars Page
No
1 'orl wie $t!h 23
2 Presen!e of $t!h Cell$lar imite 24
3 $t!h Cell$lar 7 )he 0ran 2
4 In the Pipeline 2"
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'orld 'ide Hutc
*9 is a leading global telecommunications and data ser%ices
pro%ider operating ,it# a #ig# gro,t# strategy in ;" countries. t is adynamic and agile player ,it# a strong trac( record as:
*9 started mobile business in ;@< in our #ome mar(et o/ ong
8ong and no, ser%es o%er million customers. +ur array o/
telecommunications and data net,or( o//erings pro%ides a dept# o/
tec#nological (no,ledge and insig#t into emerging consumer trends.
T#is breadt# o/ ser%ices in so many mar(ets around t#e ,orld also
allo,s our operations to e1ploit opportunities0 synergies and our
critical mass in order to maintain our leaders#ip position. +urtelecommunications and data in/rastructure support o//erings in t#e
areas o/ mobile telep#ony 3%oice and %ideo based multimedia40 /ibre-
optic broadband net,or(s0 /i1ed-line ser%ices and radio broadcasting.
*#ere%er You &o +ur Net,or( *ill ollo,s You
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Pre#ence of Hutc a Cellular
T#e biggest merger o%er too( place in t#e #istory o/ ,ireless
telecommunication ser%ices. T#e /irst time e%er0 t#e Essar group)oined #ands /or ,or(ing toget#er. n t#e year 2!.
utc# Cellular operates in And#ra Prades#0 C#attisgar#0 &oa0
&u)arat0 'ad#ya Prades# and 'a#aras#tra 'umbai And el#i
utc# Cellular is committed to ac#ie%ing total co%erage. ts
ad%anced Cellular net,or( build up #elps utc#Cellular o//er
seamless co%erage in o%er ; to,ns and unsurpassed #ig#,aysco%erage across all its circle o/ operation. T#ese include 2< districts
/rom And#ra Prades#0 H< cities across 'ad#ya Prades#0 entire
&u)arat0 (ms o/ #ig#,ay across H to,ns and cities. t is t#e /irst
cellular operator in ndia to o//er uninterrupted #ig#,ay co%erage
across all its circle o/ operations.
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Hutc Cellular Te (rand)
Brand Name : - utc# Cellular 9td.
Brand Person : - Young and unc(y
Brand eli%ery : - *orld class CellularTelep#ony
,it# %alue Added Ser%ices
Brand Presence : - n t#e state o/ &u)arat0
'ad#ya
Prades#0 'a#aras#tra0 &oa0
And#ra Prades#0 C##atisgar#0
el#i.
Brand Colour Signi/icances : -
O T#e S(y Blue bac(ground : - reedom
O Pin( Colour : - Yout# J Energy
O *#ite Colour Te1t : - Solidarity
O T#e utc# : - nno%ation
Brand 9aunc# : -
;t#'ay0 22
A media spent o/ Rs. ;-;2 crores in T.D ad%ertisements0
Print ads0 'urals0 brand launc# parties0 P.R.Campaigns0 in all
a #ig# decibel and iscussed launc#.
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In te Pi&eline
T#e current period is a %ery crucial one /or all t#e cellular
operators in ndia0 due to a simple reason o/ a cold cellular ,ar being
on0 internally ,it#in t#e competitors as ,ell as e1ternally to be /oug#t,it# t#e *99 and t#e TRA. T#is being t#e gestation period /or t#e
*990 cellular operator to be in t#e mar(et #a%e to launc#0 inno%ate
and impro%e t#eir sc#emes on a more customer /riendly based0 so t#at
t#eir clientele is intact. n suc# a situation price crunc#es on
outgoings0 /ree incoming calls0 /ree airtime0 and ot#er inno%ated and
users-/riendly %alue added ser%ices are t#e only options.
To be intact at ,#at utc# Cellular is today0 also re7uires tocarry out any o/ t#e abo%e options and t#us t#e one ma)or plan in t#e
pipeline0 coming in ,it#in "- mont#s is to e1ceed customer usage o/
cellular p#ones t#an landline users ,#ic# presently is ; crore0
compared to landline users o/ corers.
Secondly to de%elop and synergies on suc# %alue Added
Tec#ni7ues t#at are customer /riendly and bene/icial to t#e society.
T#irdly in t#e coming mont#s t#ey are planning to reduce t#e
cost o/ airtime0 so t#at t#ere is a bene/it to t#e users.
A /e, more cell site launc#es0 appointments o/ customers
con%enience center0 Retailers and distributors are in t#e pipeline0
,#ic# ,ould be bene/icial to all concerned.
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MAR!"IMAR!"IN#N#
$PAR"M$PAR"MN"N"
OFOFCOMPANYCOMPANY
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Content#
Sr.
No.
Particulars Page
No
1 Importan!e of marketing Department 2,
2 (rgani8ation Chart 3.
3 Marketing 7 9esteray 6 )oay 31
4 */ertising 32
4 Ps of marketing 34
" Market &hare 3,
% Co/erage Maps of G$:rat 4.+ Competitors 41
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I*PO+TANCE O, *A+-ETIN. DEPA+T*ENT
'ar(eting is t#e /ocus point o/ all business acti%ities
because t#e ob)ecti%es o/ all business enterprise are to satis/y t#eneeds and ,ants o/ t#e customers. Production and purc#ase #as no
meaning unless a /irm is able to mar(et t#e goods and ser%ices.
Not#ing #appens unless somebody sells somet#ing. 'ar(eting is t#e
distinguis#ing /eature o/ business. A business is essential part /rom
all ot#er #uman organi5ation by t#e /act t#at it mar(ets t#e product or
ser%ices. 'ar(eting is t#e basic operati%e /unction o/ all business
/irms. t ser%es on t#e basis o/ business planning and generates
re%enue /or t#e /irm. E//icient mar(eting management is essential /ort#e sur%i%al and gro,t# o/ e%ery enterprise.
'ar(eting is a system o/ integrated business acti%ities
designed to de%elop mar(eting plans and programs leading to t#e
satis/action o/ customer ,ants.
'ar(eting department represents an important /unctional
area o/ business management e//orts /or t#e /lo, o/ goods andser%ices /rom t#e producer to t#e consumers.
'ar(eting department o/ t#e utc# Cellular 9imited is a
crucial part o/ its organi5ation. T#e company can ac#ie%e its
subsidiary ob)ecti%es along ,it# t#e primary ob)ecti%es ,it# t#e #elp
o/ mar(eting department. t not only #elps t#e company to ac#ie%e t#e
goals t#at are directly related to mar(eting department but also #elps
in ac#ie%ing t#e goals t#at are related to ot#er departments o/ t#eorgani5ation.
*it# t#e #elp o/ t#e mar(eting department utc# Cellular
as a company #as not be success/ul in gaining t#e sales %olume but
also earned good,ill /or itsel/. As a result o/ t#e e//orts made by t#e
mar(eting department. utc# Cellular is en)oying a prestigious
position in t#e telecom industry.
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O+.ANI/ATION CHA+T
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C'+
3C#ie/ 'ar(eting +//icer4 -Bombay
&' 3'ar(eting4
3irector &eneral 'anager4 - A#medabad
Assistant
'anager
+utdoor'ar(eting
Assistant
'anager - Prepaid
Assistant
'anager
- Postpaid
Assistant
'anager
3Dalue AddedSer%ice4
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*A+-ETIN. 0ESTE+DA0 AND TODA0
Business is c#anging at t#e speed o/ t#oug#t G literally0 as
across t#e globe0 some,#ere or t#e ot#er0 someone comes up ,it#somet#ing t#at re%olutioni5es t#e entire concept o/ business0 as it is
understood t#en. To (eep pace ,it# t#ese de%elopments0 mar(eting
#as become more intricate and scienti/ic t#an e%er be/ore. Today no
/irm can a//ord to rest on past laurels and be complacent about its
mar(et. Competition is more intense and cutt#roat t#an e%er be/ore0
and t#e /irm #as to meet all t#ese c#allenges0 most in t#e /orm o/
direct or indirect mar(eting strategies.
Yesterday ,as di//erent0 in t#e sense t#at /irms t#at
en)oyed a good mar(et reputation did not need to mar(et t#emsel%es
to t#eir consumers again and again. But today0 times #a%e c#anged.
8eep competition poses c#allenges t#at #a%e to met and countered0
and t#e customers are more demanding t#an t#ey ,ere around 2
years bac(. Past ac#ie%ements are no longer a company6s claim to
supremacy.
Earlier0 mar(eting ,as con/ined to t#e narro, scope o/
selling. But no,0 mar(eting is concerned ,it# all acti%ities aimed at
/inding ,ants and /illing t#em. T#e mantra /ollo,ed t#e ,orld o%er is
=customer is t#e (ing>. t is t#e customer alone ,#o (eeps t#e
business going and pro%ides employment to people. / t#e current
trends ,ere anyt#ing to go by0 t#e /uture ,ould only add to t#e
misery o/ unpro/essional or pedantic /orms. +nly /irms ,illing and
able to c#ange according to c#anging mar(et conditions andconsumer demands ,ould t#ri%e in t#e mar(et.
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AD"E+TISIN.
=The best advertising is done by satisfied customers>
-P#ilip 8otler
Ad%ertising can be de/ined as mass paid communication
o/ goods0 ser%ices or ideas by an identi/ied sponsor. t is paid
communication because t#e ad%ertiser #as to pay /or t#e space or time
in ,#ic# #is ad%ertisement appears in t#e recogni5ed media suc# as
ne,s paper0 maga5ines0 radio0 T.D.0 Cinema /ilm0 posters0 etc.
Ad%ertising can create mar(et /or a ne, product. t is %ery po,er/ul
tool /or t#e creation and retention o/ consumer demand.
utc# Cellular 9imited spends more t#an
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!anners:
Company pro%ides banners to eac# and e%ery Retailers
and also to t#e istributors.
Hoarding:
T#e Company #as done t#e use o/ #oarding at t#e ma)or
point o/ cities in di//erent parts o/ t#e country.
G"o# $hine !oard (G$!):
t is an electric board ,#ic# is gi%en to eac# and e%ery
Retailer.
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,O1+ P2S O, *A+-ETIN. *IX
'ar(eting 'i1 o/ a Company includes " P6s o/ mar(eting.
But generally t#ey can be precisely describe under /our ma)or #eads
%i50. Product mi10 price mi10 promotion mi10 and place mi1. Productmi1 ans,ers t#e 7uestion as to ,#at0 ,#en0 #o,0 #o, muc# etc. to
produce. Price mi1 ans,ers t#e 7uestion as to t#e produce good
s#ould be sold at ,#at price. Promotion mi1 suggests t#e promotional
acti%ities t#at #as to be underta(en. *#ile placemi1 describe
distribution modes and c#annels.
%& Product Mi':
T#e product is t#e most tangible and important single
component o/ t#e mar(eting programme. Product said to be t#e #eart
o/ t#e mar(eting mi1. T#e ,#ole mar(eting programme is based on
t#e product.
t is said t#at not#ing #appens in our economy unless t#ere
is a sale or purc#ase o/ product. Product is t#e sole o/ all o%ermar(eting acti%ities ,it#out a producer0 mar(eting can6t be imaged
t#roug# ,#ic# t#e transaction ta(es place.
t gi%es li/e to all mar(eting programme. So main
responsibility o/ management s#ould be to (no, its product ,ell. n
t#e boo( o/ P#ilip 8otler t#ere is a sentence =T#e /irst commandment
in mar(eting is (no,ing t#eir consumer t#e second is to (no, t#eir
product.>
t is not necessary t#at product must be p#ysical it may be
ser%ice product and ot#er but main t#eme is t#at it is capable o/
deli%ering satis/action o/ ,ants or need.
n utc# Cellular 9imited0 t#ere is only one product i.e.
sim card t#roug# ,#ic# company pro%ides ser%ices.
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What is "im ard*
T#e mobile p#one is ,idely used in t#e mar(ets no, a
days. t is )ust li(e a necessasity o/ a businessman or any (ind o/
pro/essional person. A sim card is one type o/ card ,#ic# is /i1ed ont#e bac(side o/ a mobile p#one. Any sim card ser%ice pro%iding
company in ndia is not manu/acturing sim card but t#ey import t#e
sim cards /rom di//erent countries. T#e utc# Cellular 9imited
company import t#e mobile sim card /rom S,it5erland.
& Price Mi':
Pricing t#e product is one o/ t#e important element in'ar(eting mi1. t is t#e most critical decision in mar(eting
management0 so it is said t#at =Success or /ailure o/ business depends
upon its product price policy>. Price is t#e e1c#ange %alue o/ t#e
goods or ser%ices in terms o/ money. T#e e1c#ange %alue o/ product
is called price. T#e decision regarding pricing must be ta(en a/ter
considering e%ery aspect o/ business and ,#ile /i1ing t#e prices0 not
on pro/it but also %arious /actors i.e. social responsibility also to be
considered.
utc# Cellular 9imited determines t#e price in suc# a
manner as to o//er a reasonable amount o/ pro/it to t#e manu/acturer0
a reasonable remuneration to t#e middlemen and t#e ma1imum
satis/action to t#e consumers. t #as /ound t#at prices (ept by utc#
Cellular 9imited is muc# lo,er and 7uite reasonable in comparision
to its competitors.
A company can persue any o/ t#e si1 ma)or ob)ecti%es by
its pricing ,#ic# are as /ollo,s:
;. To sur%i%e in t#e mar(et.
2. 'a1imi5e current pro/it
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utc# #as adopted many met#ods /or pricing ,#ic# are as
/ollo,s: -
Penetration Pricing: -
T#is met#od is generally adopted at t#e time ,#en t#e
company #as )ust entered into t#e mar(et or ne,ly started company
uses t#is met#od. n t#is met#od t#e product price is lo,er t#en t#e
substitutes in t#e mar(et t#roug# ,#ic# customers are attracted.
Psyc#ological Pricing: -
Sellers s#ould consider t#e psyc#ology o/ prices in
addition to t#eir economics. 'any sellers belie%e t#at t#e prices
s#ould end in odd numbers /or suc# company prices dominate in t#e
ne,spaper all in odd numbers i.e. product price is Rs. 2@@ in stead o/
Rs.
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Sales Promotion: -
Sales promotion is a (ey ingredient in mar(eting
campaigns. *#ere ad%ertising o//er a reason to buy0 sales promotiono//ers on incenti%e to buy. Sales promotion includes tool /or
consumer promotion 3coupons0 etc.4 Trade promotion 3price-o// etc.4
etc. Sales promotion tools are used by most organi5ation0 including
manu/acturing0 distributors0 Retailers trade associations and non
pro/it organi5ation.
*& P"ace Mi':
Place mi1 is also (no,n as istribution 'i1. T#is stands
/or t#e %arious acti%ities t#e company underta(es to ma(e t#e
producer easily a%ailable to t#e customer. n today6s economy t#e
producers customer are separated by %ast distances. Place mi1 is
not#ing but mar(eting acti%ities in ,#ic# mo%ements or /lo,s o/
goods or ser%ices is t#ere /rom primary producer to ultimate
consumer. t includes istribution C#annel: -
istribution C#annel: -
C#annels o/ distribution generally depend upon t#e nature
o/ product0 %olume o/ sales and trade practices adopted. T#e set o/
mar(eting institutions participating in t#e mar(eting acti%ities ,#ic#
in%ol%es t#e mo%ement o/ all goods and ser%ices /rom t#e primary
producer to t#e ultimate user or consumer is called t#e distribution
c#annel. n modern era0 ,it# t#e increase in si5e and production o/t#e unit0 it is %ery di//icult to sell t#e products directly to t#e
consumer so t#ey #a%e to adopt0 distribution c#annel ,it# middlemen
li(e ,#olesellers0 distributors0 Retailers0 etc.
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DIST+I(1TION CHANNE!
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Company
istributor
ealer
Salesmen
Retailer
Customer
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*A+-ET SHA+E IN .13A+AT
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Company
Percentage of
coverageHUTCH 40
IDEA 20
AIRTEL 20
RELIANCE 10
BNL !
TATA INDIC"# 4
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0%
40%
20%
20%
10%
6%
4%
Company
HUTCH
IDEA
AIRTEL
RELIANCE
BSNL
TATA INDICOM
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CO"E+A.E *AP O, .13A+AT
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CO*PETITO+S
=Poor firms ignore their competitors; average firms copy
their competitors; winning firms lead their competitors.
Today in t#is competiti%e ,orld utc# #as got many
competitors ,#ic# are as /ollo,s: -
ARTE9
EA
BSN9
RE9ANCE
TATA NC+'
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RETAILERSRETAILERS NETWORKNETWORK
MANAGEMEMANAGEMENTNT
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CONTENTS
Sr.No.
Particulars PageNo
1 Intro$!tion 44
2 Comm$ni!ation &ystem 4
3 )raining 4,
4 Moti/ational )ools .
Confli!t Management 1
" Control or Performan!e *ppraisal 2
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Introduction
C9 is t#e largest telecommunication company in t#e
,orld o//ering a complete range o/ communication ser%ices. C9
started its operations in ;< J is presented in o%er 2 countries. nt#e year 2! t#e Tata6s 0 Essar corporation in ndia ,it#
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'any Retailers not only sell prepaid cards but also
postpaid cards. &enerally Retailers are able to sell more o/ prepaid
cards t#en to postpaid cards.
T#us t#e Retailers net,or( management is %ery important/or t#e company li(e utc# Cellular 9imited. As Retailers #as played
an important role /or t#e grand success o/ t#e company.
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Com&en#ation S$#tem
n utc# Cellular 9imited Compensation System is
di//erent /or e%ery department. E%en t#is system is di//erent /or t#edi//erent employees o/ same department.
&enerally0 a good amount o/ compensation is gi%en to t#e
Retailers by utc# Cellular 9imited. +n sale o/ per sim card or per
rec#arge %ouc#er ; to ;H o/ pro/it is ac#ie%ed by t#e Retailers.
&enerally percentage o/ pro/it ac#ie%ed by t#e Retailers per card or
per %ouc#er is same /or all Retailers. As t#e competition goes on
increasing so t#e percentage le%el o/ income decreases. Similarlyduring /esti%als percentage o/ income or bene/its increases. +n an
a%erage e%ery Retailer is able to sale to ; prepaid sim card and
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Communication
=ntegrated !arketing "ommunication is the way of
looking at the whole marketing process from the view point of
receiver.- hilip +otler
Communication is one o/ t#e most important tool o/
mar(eting. Suc# tool o/ mar(eting is important /or eac# and e%ery
type o/ company. *it# t#e #elp o/ direct communication ,it#
customers any types o/ company comes to (no, ,#at are t#e
re7uirements o/ t#e customers and also /eedbac( o/ t#e e1isting
product in t#e mar(et. Communication ta(es place t#roug# telep#one0tele%ision0 cellular p#one0 internet0 /a10 etc.
n utc#Cellular 9imited direct and indirect
communication ta(es place. &enerally communication ta(es place
bet,een company J Retailers0 salesman J Retailers0 salesman J
company and sometimes e%en bet,een company and customers.
;. ,et-een ompany and !etailers : -
T#ere is an indirect communication ta(es place bet,een
company and t#e Retailers. *#ene%er t#e Retailers are in
re7uirements o/ sim cards t#ey contact t#e salesman. As t#ere are lots
o/ salesman appointed by t#e company. So Retailers does not need to
#a%e a direct ,it# t#e company. As t#e Retailers are in direct contact
,it# customers. So many times t#e e1ecuti%es o/ t#e company %isit
once a mont# to t#e Retailers place. So any types o/ problems i/arised /rom t#e Retailers point o/ %ie,0 it can be sol%ed t#roug# t#e
communication bet,een t#e e1ecuti%e and Retailers.
*#ene%er any ne, sc#emes #a%e been launc#ed by utc#
Cellular 9imited0 t#en e1ecuti%es ,ill ma(e direct contact ,it#
Retailers and e1plain t#e concept o/ ne, sc#emes. 'any times
e1ecuti%es may not be able to contact Retailers so company sends
S'S to eac# Retailers and customers regarding ne, sc#emes.
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2. ,et-een !etailers and ustomers : -
T#ere is a direct communication ta(es place bet,een
Retailers and customers. ere t#e communication ta(es placeregarding selling and purc#asing o/ sim cards.
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Training
According to lippo =Training is the act of increasing the
knowledge and skills of an employee for doing a particular #ob
T#e purpose o/ training is to ac#ie%e a c#ange in t#e
be#a%iour o/ t#ose trained and to enable t#em to do t#eir )ob better.
Training ma(es ne,ly appointed ,or(ers /ully producti%e in t#e
minimum o/ time. Training is important in e%ery type o/ company as:
-
t increases e//iciency o/ employees.
t also #elps to increase morale o/ employees. Training #elps to increase t#e 7uality o/ #uman relations.
T#ere are t,o types o/ training met#ods:
;. +n t#e )ob training : -
2. +// t#e )ob training : -
;. +n t#e )ob training : -
+n t#e )ob training met#od emp#asis on learning ,#ile an
indi%idual is actually engaged in ,or(
2. +// t#e )ob training : -
n o// t#e )ob training a trainee #as to lea%e #is place o/
,or( and de%ote #is entire time /or training purpose.
n utc# Cellular 9imited0 Retailers does not re7uired
training at all. As t#e )ob o/ Retailers is only to sell t#e products o/
t#e company. *#ereas t#e salesmen may or may not re7uired
training. +nly ne, salesmen appointed ,ill re7uire training0 ,#ic#
,ill be gi%en on t#e )ob. n utc# Cellular 9imited0 training is
re7uired in Net,or( epartment. So ,e can say t#at training is not
important /or t#e Retailers point o/ %ie,.
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*otivational Tool#
utc# Cellular 9imited #as al,ays moti%ated its Retailers.
Retailers are moti%ated to sell more as t#ey are gi%en many additional
bene/its ,#ic# are as /ollo,s:
/ ne, Retailers are able to sell more t#en t#e target gi%en by
company t#en t#ey are re,arded ,it# %arious gi/ts.
E1ecuti%es o/ t#e company ma(e regular %isits i.e. once a ,ee( to
its ne, Retailers and t#ey are communicated personally so t#at
relation bet,een t#em de%elops and any types o/ 7uarries are
cleared at t#at point o/ time.
Comparati%e per/ormance e%aluation is anot#er moti%ational tool
used by company /or its Retailers. ere t#e company compares t#e
per/ormance o/ di//erent Retailers ,or(ing in a particular region.
T#e one ,#o is selling t#e #ig#est during a particular time period
is re,arded ,it# t#e pri5es li(e ,as#ing mac#ine0 tele%ision0
re/rigerator etc. /rom time to time.
Retailers are also moti%ated ,#en percentage o/ income is raised
during t#e time o/ /esti%als.
uring /esti%al %arious bene/its are not only gi%en to Retailers but
also to customers.
As Retailers are moti%ated regularly0 t#ere is al,ays increase in
number o/ Retailers per mont# i.e. in Ra)(ot. utc# Cellular9imited is able to attract more t#en 2 ne, Retailers per mont#.
T#us due to t#ese moti%ational tools ne, Retailers and
customers are attracted to,ards t#e company.
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Conflict *anagement
Con/lict occurs ,#en t,o parties comes into direct
disagreement as o/ ideas o/ interests. Con/lict #as been de/ined as all(inds o/ opposition o/ antagonistic interactions in or among
indi%iduals0 group andMor organi5ations. A con/lict is a dispute0
di//erence or struggle bet,een t,o parties t#at is indicated by open
e1pression o/ #ostility andMor international inter/erence in t#e goal
ac#ie%ement o/ t#e opposing party.
n s#ort0 Con/lict means a dispute ,#ic# ta(es place
bet,een t,o person. Con/lict management means settlement o/disputes. ispute may be bet,een company and direct customers0
Retailers and company0 Retailers and customers0 bet,een t,o
Retailers0 etc. n utc# Cellular 9imited #ardly any con/lict arises. As
t#e Retailers are moti%ated and gi%en lots o/ bene/its so t#ere #as
been no con/licts arise till no,. But many time con/licts #as been
ta(en place bet,een Retailers and customers. Customers #a%e al,ays
complaints o/ delay in rec#arge o/ %ouc#er so due to t#is reason
con/lict ta(es place. But no, many steps #a%e been ta(en to impro%et#is problems.
But ,it# t#e #elp o/ con/lict management as and ,#en
con/lict arise /rom customer point o/ %ie, it #as been gi%en and
properly managed and sol%ed by t#e company.
T#e Retailers are t#e competitors ,it# one anot#er. But
t#ey #ardly come in contact ,it# one anot#er so no c#ance o/ con/lictbet,een t#em.
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Control or Performance A&&rai#al
A per/ormance appraisal is a process o/ e%aluating a
Retailers per/ormance o/ a )ob in terms o/ its re7uirements. t #asbeen considered as a most signi/icant and indispensable tool /or a
company. T#e main purpose o/ per/ormance appraisal is: -
E%aluation o/ per/ormance o/ ,or(.
To establis# comparable and reliable records.
'a(e Retailers a,are o/ t#eir (ey per/ormance area.
n utc# Cellular 9imited per/ormance o/ t#e Retailers is
e%aluated regularly. 'ar(et sur%ey is done regarding Retailers. T#is
sur%ey is done regularly by t#e appointed students. *it# t#e #elp o/
sur%ey company comes to (no, regarding per/ormance i.e. selling o/
t#e sim cards by t#e Retailers. *it# t#e #elp o/ t#is met#od company
comes to (no, per/ormance o/ Retailers and accordingly re,ard is
gi%en to t#e Retailers. / t#e Retailer6s per/ormance is improper t#en
accordingly steps are ta(en.
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MARKETMARKET
RESEARCHRESEARCH
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CONTENTS
Sr.
No.
Particulars Page
No
1 Intro$!tion
2 Nat$re of Resear!h "
3 (-:e!ti/es of Resear!h %
4 &le &$r/ey ,
Market Resear!h methoology ".
" Resear!h esign "2% imitation of &t$y +2
+ ;$estionnaire
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Introduction
According to American 'ar(eting Association
=!arketing research is the systematic gathering, recording and
analy$ing of data about problems relating to the marketing of goodsand services.
'anagement in any organi5ation needs in/ormation and in
large 7uantities about potential mar(ets and en%ironmental /orces in
order to de%elop success/ul strategic mar(eting plans and to respond
to c#anges in t#e mar(et place. A mass o/ data is a%ailable bot# /rom
e1ternal sources and ,it#in t#e /irm. T#is /orms a solid plat/orm /or a
researc# to ta(e place.
'ar(eting Researc# includes all t#e acti%ities t#at enable
an organi5ation0 to obtain t#e in/ormation it needs to ma(e decisions
about its en%ironment0 its mar(eting mi1 and its present or potential
customers and consumers. 'ore speci/ically0 'ar(et Researc# is t#e
de%elopment0 interpretation and communication o/ decision oriented
in/ormation to be used in t#e strategic mar(eting process.
'ar(eting Researc# is t#e systematic design0 collection0
interpretation and reporting o/ in/ormation to #elp mar(eters sol%e
speci/ic mar(eting problem or to ta(e ad%antage o/ mar(eting
opportunities. t is a process o/ gat#ering in/ormation not currently
a%ailable to decision ma(ers. 'ar(eting Researc# is conducted on a
special-pro)ect basis0 ,it# t#e researc# met#ods0 adopted to t#e
problems being studies and to c#anges in t#e en%ironment. T#e
'ar(et Researc# society de/ines 'ar(eting Researc# as =t#ecollection and analysis o/ data /rom a sample o/ indi%iduals or
organi5ations relating to t#eir c#aracteristics0 be#a%iour0 attitudes
opinions or possessions. t includes all /orms o/ mar(eting and social
researc# suc# as consumer and industrials sur%eys psyc#ological
in%estigations0 obser%ational and panel studies.>
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Nature of +e#earc
T#e 'ar(eting Researc# is carried out on Retailers o/
utc# Cellular 9imited is in nature o/ Applied Marketing !esearch.T#e researc# ,#ere t#e application o/ all 'ar(eting Concept and
Strategies #a%e been put into practice. T#e nature o/ researc# is also
Syndicate Researc#0 ,#ic# can be carried out by anyone0 a part /rom
Researc# +rgani5ation. T#e Researc# #as been carried out t#roug#
t#e uni%ersally /a%oured approac# o/ a personal inter%ie, sur%ey.
Applied Researc# is t#e one0 ,#ic# is carried out byapplying all t#e mar(eting concepts into a sub)ect t#at needs to be
researc#ed and t#roug# t#is application0 t#e /indings are presented in
t#e /orms o/ a report.
& am using Applied Marketing Method at there
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O45ective# of Stud$
T#e 'ar(eting Researc# is carried out on t#e /ollo,ing
sub)ect:-
=!arketing %esearch on %etailers of Hutch "ellular
&imited>
T#e main ob)ecti%es (ept in mind ,#ile selecting t#e
sub)ect and conducting t#e sur%ey ,ere as listed belo,:
'ar(et S#are :-
+ne o/ t#e preliminary ob)ecti%e (ept in mind ,#ile conducting t#is
sur%ey ,as to /ind out t#e mar(et s#are o/ utc# Cellular 9imited as
compared to its ot#er competitors in t#e /ield.
Retailer Satis/action :-
T#e sur%ey ,as also conducted (eeping in mind t#at t#e Retailers are
satis/ied ,it# t#e /acilities and bene/its gi%en to t#em by t#ecompany.
'iddle class area :-
H o/ t#e sample sur%eys ,ere mainly /rom t#e middle class area0
so as to /ind area0 so as to /ind out t#roug# t#e Retailers t#e usage o/
cellular telep#ony in t#ose areas.
$sage by $n7uali/ied people :-
As t#e ma)or target during t#e sur%ey ,as ,#et#er t#e un7uali/ied
people are a,are or understands about t#e %arious sc#emes o/
utc#t#roug# Retailers o/ not. T#e target ,as e%en to /ind out
,#et#er t#e customers are #elped by t#e Retailers to operate t#e
utc#ser%ices o/ not.
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Sam&le Surve$
T#e gat#ering o/ primary data t#roug# e1perimentation
in%ol%es use o/ sampling0 sur%ey met#od and obser%ations. T#esur%ey conducted on Retailers /or utc# Cellular 9imited in%ol%ed a
sur%ey based on personal inter%ie,.
T#e details o/ t#e selected samples /or t#e sur%ey is as
under:
City c#osen /or Sample Sur%ey :- Ra)(ot
Sample si5e :- ; Samples
Area selected :- 8ot#arya road0
8ala,ad road0
Raiya road0#ebar road0
Palace road0
Sardar nagar road0
r. Yagni( road0
etc
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*A+-ET +ESEA+CH *ETHODO!O.0
ormulation o/ Researc# Problem
Researc# esign
etermination o/ Sources o/ ata
Collection o/ n/ormation
Processing and Analysis
Present t#e /inding
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,O+*1!ATION O, +ESEA+CH P+O(!E*
irst step o/ t#e mar(eting researc# process is t#e
/ormulation o/ researc# problem. 'ar(eting management must becare/ully note to de/ine t#e problem too broadly or too narro,ly /or
t#e mar(eting researc#er. T#e mar(eting manager and t#e researc#er
must ,or( closely toget#er to de/ine care/ully and agree on t#e
researc# ob)ecti%es. T#e managers best understand mar(eting
researc# and #o, to obtain t#e in/ormation. n order to a%oid ,aste o/
time and money it is necessary to de/ine t#e problem in speci/ic
terms.
T#e sur%ey #as been underta(en in order to ans,er some
7uestions li(e
*#ic# Telecom products do you sell
Currently #o, muc# stoc( o/ SP and RD do you #a%e o/ eac#
company
*#at are your a%erage mont#ly sale o/ SP and RD o/ eac#
company
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+ESEA+CH DESI.N
T#e second step o/ t#e mar(eting researc# process calls
/or determining t#e in/ormation needed and de%eloping a plan /orgat#ering it e//iciently. A researc# design can be de/ined as =T#e
plan0 structure and strategy o/ in%estigation concei%ed so as to obtain
ans,ers to researc# 7uestions and to control %ariance.> T#e mar(eting
manager needs to (no, t#e cost o/ t#e researc# plan be/ore appro%ing
it. esigning a researc# plan calls /or decisions on t#e data sources0
researc# approac#es0 researc# instrument0 sampling plan and contact
met#ods. T#e researc#er can gat#er secondary data0 Primary data or
bot#. Secondary data ,ere collected /or anot#er purpose andaPro/eady e1ists some ,#ere. Primary data are /res#ly collected /or
speci/ic purpose /or a speci/ic researc# pro)ect.
+nce it is reali5ed t#at t#e secondary data are insu//icient0
t#e researc#er needs to decide upon one alternati%e design to collect
t#e primary data. T#e t#ree basic met#ods ,#ic# can be used are: -
;. T#e +bser%ational 'et#od: -
T#is met#od in%ol%es direct obser%ation o/ people and
situation t#roug# one ,ay mirrors0 #idden cameras or disguised
obser%ers. irect obser%ation in%ol%es ,atc#ing actual be#a%iour0
indirect obser%ation in%ol%es in/erring be#a%iour by loo(ing at t#e
result o/ t#at be#a%iour.
2. T#e E1perimental 'et#od: -
T#e most scienti/ically %alid researc# is e1perimental
researc#. T#e purpose o/ e1perimental researc# is to capture cause-
and-e//ect relations#ip by eliminating competing e1planations o/ t#e
obser%ed /indings. To t#e e1tent t#at t#e design and e1ecution o/ t#e
e1periment eliminate alternati%es #ypot#esis t#at mig#t e1plain t#e
result0 researc# and mar(eting managers can #a%e con/idence in t#e
conclusion. T#is met#od #o,e%er0 in%ol%es more time and is costly.
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DETE+*INATION O, SO1+CES O, DATA
n mar(eting researc# literature0 t#ere are t,o types o/
data: primary data and secondary data. T#e researc#er can gat#er
primary data or secondary or bot#.
;. Primary ata:
T#e /irst #and data collected /or a speci/ic purpose or /or a
speci/ic researc# pro)ect constitutes primary data.
*#en t#e needed data do not e1ist or are inaccurate0
incomplete or unreliable t#e researc#er collects primary data. 'ostmar(eting researc# pro)ects t#us in%ol%e some primary data
collection. T#e main primary data sources consist o/ consumers0
dealers0 buyers0 etc. Consumers and buyers constitute t#e main source
o/ in/ormation in most researc#es. A buyer may not be t#e user o/ t#e
product0 alt#oug# in some cases t#e consumer and t#e buyer may be
t#e same person.
T#e normal producer is to inter%ie, some peopleindi%idually or in groups to get on idea o/ #o, people /eel about t#e
topic in 7uestion and t#en de%elop a /ormal researc# instrument.
2. Secondary ata:
n/ormation collected by ot#er organi5ation or indi%iduals
,#ic# mig#t be rele%ant to t#e study constitutes secondary data.
Researc#ers usually start t#eir in%estigation by e1amining
secondary data to see ,#et#er t#eir problem can be partly or ,#olly
sol%ed ,it#out collecting costly primary data. Secondary data
pro%ides a starting point /or researc# and o//er t#e ad%antages o/ lo,
cost and ready a%ailability.
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CO!!ECTION O, IN,O+*ATION
'ar(eting researc#ers #a%e a c#oice o/ t,o main researc#
instruments in collecting primary data: uestionnaire and mec#anicalde%ices.
uestionnaire:
A 7uestionnaire consists o/ 7uestions presented to t#e
respondents /or t#eir ans,ers. Because o/ its /le1ibility0 t#e
7uestionnaire is by /or t#e most common instrument used to collect
primary data.
n preparing a 7uestionnaire0 care s#ould be ta(en in
c#oosing t#e 7uestions and t#eir /orm0 ,ording and se7uence. T#e
7uestions included in t#e 7uestionnaire can be closed end 7uestions
prosperity all t#e possible ans,ers and are easier to tabulate and
interpret. +pen end 7uestions allo, respondents to ans,er in t#eir
o,n ,ords and t#ey o/ten re%eal more as t#ey gi%e an insig#t into
#o, people t#in(.
T#e 7uestionnaire s#ould #a%e simple0 direct0 unbiased
,or(ing and a logical order. T#e lead 7uestion s#ould attempt to
create interest. i//icult or personal 7uestions s#ould be as(ed
to,ards t#e end so t#e respondents do not become de/ensi%e early.
n my study0 t#e 7uestionnaire contained bot# open-end
and closed-end 7uestions depending upon t#e type o/ in/ormation tobe gat#ered.
'ec#anical e%ice:
'ec#anical de%ices are occasionally used in mar(eting.
T#ey are used to measure t#e interest or emotions aroused by
e1posure to a speci/ic situation.
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A/ter deciding researc# approac# and instruments t#e
mar(eting researc#ers must design a sample plan. T#is calls /or t#ree
decisions.
Sampling $nit:
T#e mar(eting researc#er must de/ine t#e target
population t#at ,ill be sampled. n my case t#e target population ,as
t#e retailers selling sim card o/ utc#Cellular 9imited at Ra)(ot.
Sample Si5e:
9arge samples gi%e more reliable results t#an smallsamples. o,e%er0 it is not necessary to sample t#e entire target
population or e%en a substantial portion to ac#ie%e reliable results. n
my sur%ey t#e sample si5e ,as ;.
Sampling Procedure:
To obtain a representati%e sample a probability sample o/
t#e population s#ould be dra,n. Probability sampling allo,s t#ecalculation o/ con/idence limits /or sampling errors. *#en t#e time
and cost are in%ol%ed t#e in probability sampling is e1cessi%e0
mar(eting researc#er ,ill ta(e non-probability samples.
T#e %arious sampling met#od are as under:
Probability Sampling Non-probability
Sampling
Simple random sample Con%enient sample
Strati/ied random sample udgement sample
Cluster sample uota sample
'y sur%ey /alls under t#e category o/ t#e con%enient
sample under Non-probability sampling. n t#is met#od t#e researc#er
is /ree to select. T#e respondents are selected on t#e basis o/ t#e being
a%ailable at t#e time o/ sur%ey.
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ANA!0SIS3o/ ; Retailers4
0. Which telecom product do you sell*
Name ofCompany
1o.O'!etailers
utc# ;
dea @"
Airtel "
BSN9 H
Reliance "
TATA ecuti#e le#el #isit.
1+
0
4+
+ 1 1 ,
,0
,
+(
102 1 2
42
+
4*
+ 2 1 2
(0
10 100 0 0 0
Ne ve r Ra re &y 13m ont. 23mont. ,3mont. 43m ont. +3mont.
H-tc.
I/ea
A%rte&
BNL
Analysis / rom t#e abo%e mentioned grap# ,e can analy5e t#at
e1ecuti%es o/ eac# company %isits once a mont#
regularly to its retailers. *#en t#e retailers are ne,
t#en e1ecuti%es %isit more t#en t,ice a mont#.
"uggestion / ,ould li(e to suggest t#at t#ere are many retailer to
,#om e1ecuti%e ne%er %isits so company s#ould ta(e
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Hutch &dea Airtel ,"1L
Ne%er ;H
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certain steps so e1ecuti%e %isits to retailers becomes
regularly.
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;;. o/operati#eness o' "alesman.
0
)*
1!
!0
4
2,
!(
40
21
+ 4
!(
1
!*
1 0 2
2(
No Ran 1't Ran 2n/ Ran ,r/ Ran 4t. Ran
H-tc.
I/ea
A%rte&
BNL
Analysis / rom t#e abo%e grap# ,e can analy5e t#at co-
operati%eness o/ t#e salesmen o/ utc# is muc# more
better as compared to ot#er companies.
"uggestion / ,ould li(e to suggest t#at utc# Cellular 9imited
s#ould try to maintain its co-operati%eness e%en in/uture.*#ere%er You &o +ur Net,or( *ill ollo,s You
1o!ank
0st!ank
2nd!ank
3rd!ank
th!ank
utc# " ;! !
dea 2< !@
Airtel 2; H !@ ;
BSN9 ! ; 2 2@
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;2.roblem / sol#ing e''iciency.
+
,,
+(
,02
!+
2*
+0
2,
, +
!)
2
!*
1 0,
2*
No Ran 1't Ran 2n/ Ran ,r/ Ran 4t. Ran
H-tc.
I/ea
A%rte&
BNL
Analysis / rom t#e abo%e mentioned grap# ,e can analy5e t#at
problem sol%ing e//iciency is e1cellent in utc# as
compared to utc#0 Airtel J BSN9.
"uggestion / ,ould li(e to suggest t#at utc# Cellular 9imited
s#ould try to be more /ast in problem sol%ing
e//iciency in /uture.
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1o
!ank
0st
!ank
2nd
!ank
3rd
!ank
th
!ank
utc# H
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;
H-tc.
I/ea
A%rte&
BNL
Analysis / rom t#e abo%e mentioned grap# ,e can analy5e t#at
a%ailability o/ in/ormation material0 P+P0 etc. o/
utc# is #ig#er as compared to utc#0 Airtel J
BSN9.
"uggestion / ,ould li(e to suggest t#at utc# s#ould try to
maintain t#e a%ailability o/ in/ormation material0 P+P0
etc. in /uture.
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;. Ho- many @", (@lo- "hine ,oard) do you ha#e*
Hutch &dea Airtel ,"1L
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!imitation of Stud$
Strengt# and ,ea(ness to any study is li(e ine%itably t#at
all coins do #a%e t,o sides to it. T#ere are limitations to any studyta(en up. T#ere are certain pit/alls t#ey do e1ist e%en a/ter proper care
and cautions are ta(en. T#e /ollo,ing are t#e limitations o/ t#is
researc#:-
;. 9imitation o/ Time :-
T#e pro)ect ,or( #ad to be underta(en in a limited stature
o/ time and t#us it #as been not possible to co%er t#e entire mar(ett#oroug#ly.
2. 9imitation o/ Si5e :-
+nly ; Retailers are c#osen out o/ t#e ,idely spread
mar(et0 #ence t#e data mig#t not represent0 t#e true and /air picture o/
t#e mar(et. t is possible t#at i/0 still a large portion o/ mar(et is
sur%yed0 and t#en t#e %ie,s and opinions mig#t di//er.
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,uture Plan#
utc# Cellular 9imited #as only one /uture plan and t#at is
to e1cel in its /ield and con7uer t#e mar(et. Today t#ere are moret#en < crore cellular p#one users and t#e people ,#o use t#e land line
are around " crores. T#ere is a #uge gap to be bridged and t#e only
and /uture term plan o/ utc# Cellular 9imited is to e1ceed t#e land
line users.
Secondly t#eir long term plan is to be consistent in t#e
policy adopted by t#em /or t#e purpose o/ outrig#t e1cellence in t#eir
/ield. T#e policy o/ 7uality co%erage0 subsistent rates and a genuinecustomer con%enience and care are #ig# in standards presently and
utc# amily /eels t#at i/ t#ese are t#e /actors t#at are maintained at a
consistent le%el t#en t#e company ,ill be able to meet all its /uture
plans and goals.
T#us utc# Cellular 9imited #as no plans in particular
e1cept to lead t#e mar(et in t#e crucial times o/ Cellular ,ars0 and out
rig#tly e1ceed t#e usage o/ land lines by ,ireless cellular telep#onesand maintain t#eir standard o/ 7uality co%erage.
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S'OT ANA!0SIS
$TR+,GTH$ /
;. 6&"!&,&O1 1$WO!+ /
utc# Cellular #as a ,ide spread net,or( and to
completely co%er suc# net,or(0 it #as a predetermined c#annel ,#ic#
co%ers e%ery noo( and corner o/ t#e city so t#at all masses are
co%ered. *it# distribution net,or( and an e7ual capacity to canali5e
ma(es utc# Cellular strong in its o,n.
2. L&B$ W&!$ !O8$""&O1AL" /
or e%ery )ob speci/ication in utc# Cellular 9imited t#ere
is employed a li%e ,ire pro/essional ,#o is best suited to #is position
and responsibility ,#en it comes to s(ill0 talent0 7uali/ication and
per/ection. a%ing people ,it# suc# 5eal and ent#usiasm0
pro/essionalism comes as strengt#.
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H. !OMO$!" C "
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W+-.,+$$+$:
;. 816AM$1AL LA"H$" /
As said earlier0 corporate giants across t#e globe Tata0Birla0 ATJT #a%e )oined #ands to /orm utc# Cellular 9imited. T#ey
all being supreme in t#eir /ield0 #a%e t#eir o,n perceptions0 t#ese
perception ideas and means are /ound to clas# ,#en t#ey meet. T#us
t#is may be pro%ed as a #indrance to t#e company and comes out as a
,ea(ness.
2. 6$LA< &1 6$&"&O1 MA+&1@ /
As t#e t#ree partners are #uge corporate0 t#e /lo, o/
decisions0 actions and understanding are c#annelised t#roug# a long
route. T#is may cause delay in any decision to be ta(en and ,#ic#
mig#t not be good /or t#e company.
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OPPORT/,0T0+$:
;. 9o,est telecom ensity in t#e ,orld.
2. 9o,est call c#arges in t#e ,orld as ,ell as in ndia.
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THR+-T$:
;. BOLA&L$ !$@LAO!< MA!+$ /
ay in day out t#ere are %arious rules and regulations t#atare coming in t#e mar(et and ,#ic# on #ig#ly %olatile in nature. Price
/luctuation0 are one o/ t#em competitors come in and go out in a )i//y0
and in suc# a situation to #old an uprig#t place is di//icult in its e%en
,ords and t#us pro%es a t#reat to e1crescence o/ companies. T#e
same #as been obser%ed by utc# Cellular.
2. !$6AO!< !&&1@ 8!OM W&LL O$!AO!" /
*it# ongoing Cellular ,ars and ad%ent o/ *990 Cellular
operators are no, into an arti/icial co%er o/ t#reat. T#e t#reat o/
pricing policies0 t#reat o/ customers care etc. is going #ig# as *99
#a%e been setting its /oot ,it# predatory pricing policies to
unc#annelise Cellular operators.
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*#ere%er You &o +ur Net,or( *ill ollo,s You
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*#ere%er You &o +ur Net,or( *ill ollo,s You
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CONT+I(1TION
=utc# Cellular 9imited> at eac# and e%ery step o/ its
de%elopment #as tried to /ul/ill its social responsibility along ,it# itsob)ecti%es o/ pro/it. t #as been /ollo,ing t#e policy and principle
,#ic# ensure economic de%elopment.
uring t#e time o/ eart#7ua(e in &u)arat utc# Cellular
9imited #as constructed up many mobile PC+6s.
*#ere%er You &o +ur Net,or( *ill ollo,s You
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*#ere%er You &o +ur Net,or( *ill ollo,s You
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*$ O4#ervation#
utc# Cellular 9imited made me obser%e many t#ings
,#ile on my sur%ey o/ ; Retailers in di//erent areas. T#ere ,ere%arious reactions and gestures ,#ic#0 obser%ed t#roug# people. e,
are some o/ t#em: -
A'BENCE J AT'+SPERE: -
Retailers0 %isited ,ere /riendly and #elp/ul. As it
progressed ,it# my sur%ey t#ey ,ere #ig#ly co-operati%e and an1ious
to #elp me out ,it# my /indings.
PRCN& STR$CT$RE: -
Retailers insisted on a consistent stable and substantiate
pricing policy as t#ey ,ere really /rustrated ,it# t#e constantly
c#anging price in t#e mobile ,orld.
PERS+NA9 APPR+AC: -
Retailers al,ays ,ant t#e e1ecuti%es coming to t#eir
places and ma(ing t#em understand about t#e ne, sc#eme and plans0
,#ic# are going to enter mar(et.
SA9ES'EN SERDCE: -
Retailers are 7uite satis/ied ,it# t#e salesmen ser%ice.*#ene%er t#e retailers are in need o/ SP0 RD0 etc. ,#en t#ey ma(e
a single call to salesmen t#en order ,ill be made a%ailable by
salesmen ,it# in an #our.
*#ere%er You &o +ur Net,or( *ill ollo,s You
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*#ere%er You &o +ur Net,or( *ill ollo,s You
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CONC!1SION
utc# Cellular 9imited is one o/ t#e leading ser%ice
pro%iders present today in t#e state o/ &u)arat. t #as been indeed a
pleasure ,or(ing /or utc# Cellular 9imited0 t#oug# as a part o/ mytraining. #a%e conducted my pro)ect on Retailer6s Net,or(
'anagement o/ utc# Cellular 9imited. As a student trainees0 #a%e
learnt immensely.
utc# /amily is %ery co-operati%e0 /riendly as ,ell as
pro/essional and practical in t#eir approac#. T#ey #a%e been guiding
me ,#ene%er %ie,ed an obstacle. T#ey #a%e been o/ great #elp
,#en it came to pro%iding in/ormation to me about t#emsel%es andt#eir organi5ation.
,ont be e1aggerating0 i/ say t#at t#is pro)ect #as #elped
me de%elop me as a person because ,#ile conducting my sur%ey
#a%e met ; people ,#ose nature ,as di//erent /rom one anot#er
and eac# meeting in itsel/ #a%e been a memorable e1perience.
,ould also li(e to say t#at t#is pro)ect #as made me(no,n t#e realities t#at e1it in t#e mar(et today. #a%e also (no,n
t#e tec#nicalities in%ol%es ,#ile /inding t#e rig#t sample /or my
sur%ey.
T#is pro)ect #a%e learnt a lot about Sur%ey etc. ,#ic# #as
me approac# t#e real ,orld in 7uite an e1tent. Also t#is pro)ect #as
#elped me #a%e a more deepened (no,ledge about t#e cellular p#one
mar(et0 on going cellular ,ars etc.
utc# Cellular 9imited is a company ,#o #as gro,n by
leaps and bounds in t#ese t,o years and #as emerged itsel/ into a ne,
beginnings. $nder t#e report0 #a%e Researc#ed about Retailers o/
utc# Cellular 9imited t#e /indings o/ my sur%ey say t#at utc#
today is t#e leader in t#e mar(et and is still gro,ing.
utc# Cellular #as got a %ery brig#t /uture as t#e demand/or cellular ser%ices are increasing day in and day out. T#us *#ere%er You &o +ur Net,or( *ill ollo,s You
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conclude my report ,is#ing company all t#e %ery best /or t#eir /uture
and ,ould li(e to t#an( all people concerned ,#o #elped me ma(e
t#is pro)ect come true.
*#ere%er You &o +ur Net,or( *ill ollo,s You
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*#ere%er You &o +ur Net,or( *ill ollo,s You
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(I(!IO.+APH0
;. 'ar(eting 'anagement
- By P9P 8+T9ER
2. 'ar(et Researc#
- By 9$C8 R$BN
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Euestionnair ill t#e appropriate in/ormation in t#e blan(
Fill In The Relevant Detail Clearly.
opic 1ame /3;4 Name :-
324 Age :-
3
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(:) urrently ho- much stock o' !echarge #oucher do you
ha#e* -2H 2H-H H-"H "H-; ;U
utc# V W V W V W V W V W
dea V W V W V W V W V W
Aritel V W V W V W V W V W
B.S.N.9 V W V W V W V W V W
(=) What are your a#erage monthly sales o' "tarter pack*
-2H 2H-"H "H-; ;-;Hutc# V W V W V W V W
dea V W V W V W V W
Aritel V W V W V W V W
B.S.N.9 V W V W V W V W
(0?) What are your a#erage monthly sales o' !echarge #oucher*
-;H ;H-
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(03) 6o they replace or tear competitor;s banners*
Yes V W
No V W
(0) Ho- do you come to kno- about the latest schemes o' the
company*
Salesman istributors E1ecuti%e S'S +t#ers
utc#
dea
Aritel
B.S.N.9
(04)$>ecuti#e le#el #isit.
utc# dea Aiartel BSN9
Ne%er
Rarely
; 'ont#
2 'ont# < 'ont#
'ont#
H 'ont#
(05) o/operati#eness o' "alesman.
utc# dea Airtel BSN9
No Ran(
;stRan(
2ndRan(
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(07) roblem / sol#ing e''iciency
utc# dea Airtel BSN9No Ran(
;stRan(
2ndRan(