Grand Project on Idea Cellular c

8/6/2019 Grand Project on Idea Cellular c

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Assessment of Distribution Network for Idea in Ahmedabad

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Index

Sr. No. Particulars Page No.1 Executive Summary 6

2 Introduction 7

3 Industry Profile 8

4 Company Profile 16

5 Research Design 20

6 Limitation & Scope of Research 22

7 Data Analysis & Interpretation 23

8 Findings 50

9 Recommendation 5110 Appendices 53

11 Bibliography 59

12 Glossary 60


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Executive Summary

The project provided by Idea Cellular Limited was the Assessment of distributionnetwork for IDEA in Ahmedabad, in addition to that we analyze the position of idea

with respect to the other companies available in the market. The questionnaire of theproject is such that, the final outcomes are in terms of Measurement of retails, Capturing

the retail purchase, Distribution efficiency in different areas, Measurement of market

share of idea with respect to other players in the market, Distribution reach and Targetaudience. All aspects are analyzed with respect to the other players in the market.

The objective of this project was to assess market share, to analyze effectiveness of ideas

representative, to study and analyze the reach of Ideas distribution network vis--visother competitor.

The knowledge of all aspects and trends of market is most important for the success ofany company and for this purpose market survey of retailers is the best instrument. From

retailers we can get the more quality information about market trend, about customers

demand and the most important the opinion about company & its products.

In this case we have done the personal conversation with retailers. From this project, the

company will get the knowledge of the weaknesses of the distribution network as well as

the market position, which helps them to construct the new strategies.


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INTRODUCTION

The topic of the project is the Assessment of distribution network of Idea in

Ahmedabad. In such project actually we try to analyze the strength of the idea cellularwith other competitors in the market.

The objective of this project was to assess market share, to analyze effectiveness of ideas

representative, to study and analyze the reach of Ideas distribution network vis--visother competitor.

For such the survey of 500 retailers had been made and with filling up of the

questionnaires, try to analyze the distribution effectiveness and the distribution reach andits depth in the Ahmedabad.

With the use of different types of the charts and the statistical tool, we try toanalyze the facts of the Ahmedabad for all companies.

An assessment of the Distribution Network of ideas services will help thecompany in knowing the strength and weaknesses of the distribution network in

Ahmedabad vis--vis competitor. After the project, we are able to give suggestions to the

company on the basis of field survey and its result.


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INDUSTRY PROFILE

Telecommunications is the one of the fastest growing service industries of the word.

While the accent of growth on the value added services, such as email, cellular phones

etc in the developed countries, the thrust is on improving basic role in spurring growth,especially industrial and services, in any economy.

The last two decades has witnessed a restructuring of the entire sector across the globs, in

terms of privatization and competition. Opening up of economies and privatization in the

developing countries has triggered an influx of foreign capital and technology into the

telecom sector.

HISTORY OF WIRELESS

The cell phone is one of the most significant technological advances of the 20th

century;however, the neat little gadget is not the first to communicate without wire. Smoke

signals and tribal drums were used to communicate over short distances without wires.

Later, although there was a form of mobile telephone service available in the late 1940s,its capacity was limited to 12 simultaneous callers.

WORKING OF WIRELESS

Cell phones use low- energy FM radio waves to transmit voice to the nearest antenna site

connected with the local phone network. The call goes through either a regular phoneline, or by radio signal to another cell phone, depending on the service. Wireless

technology uses individual radio frequencies over & over by dividing service areas intodifferent geographic zones called cells. Each has its own radio transmitter and receiver

antenna linked to Mobile Telephone Switching Offices (MTSOs).

As the caller moves from one place to the next, the call is handed off by the MTSO to the

next cell site, providing a consistent, high quality signal. When a subscriber travels of a

service area, roaming on the systems of other wireless carriers can still make calls.These carriers take up the call signal and allow calls to be made or received within their

coverage area.

DEFINING CELLULER SERVICES:

Cellular Service is a service, which enables two-way, mobile, wireless communicationvia a portable handset. Area covered by the service provider is divided into cells, each

with a Radio Base Station (RBS) connected to a Central Switching Center (CSC) which

monitors the entire system. In the midst of a call, if a subscriber moves across cells, CSCensures handing over of the call between the adjacent RBS and the call is uninterrupted.


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Cellular Technology: the technology that gives a person the power to communicateanytime, anywhere has spawned an entire industry in mobile growth, success and

efficiency of any business/ economy. The most prevalent wireless technology in the

world today, is GSM.

The GSM association (Global System for Mobile Communications) was instituted in

1987 to promote and expedite the adoption, development and deployment and evolutionof the GSM standard for digital wireless communication. The Association was formed as

a result of a European Community agreement on the need to adopt common standards

suitable for cross border European mobile communications.

Starting off primarily as a European Standard, the Group Special Mobile as it was then

called, soon came to represent Global System for mobile communications as it achieved

the status of a worldwide standard. The GSM membership has grown exponentially since1992.


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Overview The Indian Telecommunication Industry- Past,

Present & The Future


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The journey so far

1994 was a watershed year in the history of the Indian telecom sector, which ranked

sixth in the world after USA, China, Japan, Germany, and France in terms of number of

installed fixed lines.

The government of India introduced the New Telecom Policy (NPT) that year that

envisaged a vast change in Indian Telecom Scenario and reflected the Governments

desire to bring the Indian telecom at par with the rest of the world. It was followed up by

the introduction of NTP 1999. The various policy changes also reflected the

Governments realization that the huge funds needed to undertake gigantic and extensive

upgrade of telecom infrastructure in all the three segments of wire line, wireless and data

services, would require active participation of private sector.

As soon as the telecom industry opened to private sector investment beginning 1994, a

large number of Indian companies entered the segment with varying force, different

strategies, and assorted aspirations. There were ten key strategic dimensions along

which these new entrants positioned themselves in this sector.

How we stand Today

The Indian telecommunication network with 69 million telephone connections is the fifth

largest in the world and the second largest among the emerging economies of Asia.

Today, it is the fastest growing market in the world and represents unique opportunities

for UK companies in the stagnant global scenario. With tele-density approaching 6.9 per

hundred, the target to achieve 15 per hundred by 2010 looks well within reach. India's

total mobile subscriber base (both cellular and wireless in local loop-mobile) has reached

27 million. About 85% of the villages have village public telephones (VPTs)- 5,16,887

VPTs exist in India. The remaining 15% that includes 88,970 villages are yet to be

covered. Accordingly, India's 10th Five- year plan 2002-07 projects 25 billion worth of


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investments in 50 million fixed lines, 30 million cellular lines and 20 million Internet

connections.

The factors behind the wireless revolution in India are no different from those

prevailing globally and can be listed as follows:

1. Industry deregulation & liberalization has ushered in increased competition

& led to growth

The Indian telecom industry has come of ages in the field of regulations. It started with

the NTP in 1994. Between the years 1994 & 1998 TRAI was established as an

independent regulatory body, the wireless licenses were allotted to private operators and

the wire line services were opened up to competition.

Between 1999 & 2002 new telecom policy was introduced and there was entry of third &

fourth operators in the wireless services. Free competition was allowed in wire line and

first round of tariff rebalancing was done. The operators moved from fixed to revenue-

sharing license fee structure. Then in the year 2003-2004 the unified license regime was

introduced to enhance the competition and create a level playing field. Transfer of

wireless licenses was allowed among the operators and intra-circle wireless mergers were

also allowed.

2. Declining tariffs have made wireless & Handset prices extremely affordable

The intense competition has been instrumental in driving down the wireless tariffs. Entry

of 3rd and 4th GSM operators in each circle, and CDMA wireless operators, has created a

new floor for local & long distance tariffs. The average peak wireless call tariff per

minute has come down from Rs. 16.8 in 1998 to Rs. 6 in 1999 to Rs. 4 in 2002 and Rs.

1.5 at present. There has also been a crash in the handset prices by more than 70% over

the last 4-5 years, and the operators have coupled it with easy financing schemes and

bundling of handsets with connections. With the government reducing the custom duties

on the handsets, handset prices are expected to come down even further, leading to higher

new demand and replacement demand.


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3. Prepaid offerings have driven mass penetration of wireless

Prepaid offerings have created a surge in wireless subscribers, mirroring the trend in

other developing countries. The operators are aggressively promoting prepaid cards and

have spurred the adoption of wireless by the masses. From the budget-conscious lower

middle class households to college students to low income groups, people are

increasingly seeing prepaid as a hassle-free way of going wireless. The prepaid share has

increased from 26% in 1999 to 60% in 2002. However, in 2003 prepaid did not increase

its share of the total subscriber base, despite the addition of 17 million new subscribers

because all the 6 million new subscribers added by CDMA wireless were postpaid

subscribers. With the introduction of the CDMA prepaid in 2004 the prepaid share will

increase to over 75% in coming years.

4. Implementation of CPP regime has given the subscriber greater control over

costs

The implementation of CPP regime was a water-shed event in the industry. It has greatly

increased the affordability of going wireless, as subscribers dont have to pay for

incoming calls, and can control their telecom costs better. The other benefits of CPP are

lower costs for wireless subscribers, higher wireless usage, and higher penetration of

wireless.

Road to Future

The unified licensing has ended the License Raj in telecom, resolved all litigations,

created a level playing field for all the operators and has paved the way for faster and

sustainable growth of the telecom sector. The wireless revolution will increase its pace

and the factors that have been responsible for its growth will carry it further. The wireless


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data services will act as a revenue stream for the wireless operators. Some operators have

already deployed 3G technologies on their networks. With further rollout of wireless

broadband, backed by the provision of compelling content services, broadband revenues

will comprise a key portion of the total telecom pie in the future

The future market will be characterized by high penetration, competition and churn and

the winners will be distinguished by how they address these challenges. Theyll have to

juggle between achieving economies of scale, efficient network management, increasing

operating margins & attracting and maintaining subscriber base.

The future value will reside in ownership of customer relationship and provision of

diversified services. This implies a trend towards bundled service offerings. For provision

of bundled services, operators will need to have strategic alliances with intermediaries

through whom traditional commercial transactions can be executed. Operators with the

best interface strategies will succeed in maintaining the customer loyalty.

The operators need to rapidly grow their subscriber base while simultaneously

maintaining customer loyalty. The ability to segment customers, identify the best among

them and maximize their value will determine success.

Subscriber numbers are expected to more than double in the period 2001-2006, from 35

million in March 2001 to about 85 million in 2006. India will mirror the global trend of

high growth rates in mobile vis--vis fixed-line users (40 per cent CAGR in mobile

services against 16 per cent in the fixed-line segment). However, with fixed-line

teledensity in India being at a very low 4 per cent, absolute growth in fixed-line services

will lead additions in mobile subscribers over the next 10 years. Despite the high

projected growth, teledensity in 2010 is expected to be 11.5 per cent, falling short of the

NTP99 target of 15 per cent. Revenues will also grow, albeit slowly, in the light of

significant reductions in tariffs. By 2006, telecom is expected to be a Rs 66,000-crore

sector, contributing 5.4 per cent to Indias GDP.


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TELEPHONE NETWORKS STATUS AS OF

DECEMBER 2003

The Indian telecom boom is for real. While various issues between operators and the

government and between fixed and mobile operators did result in avoidable chaos and

uncertainty, the sector continued to grow. The Indian economy is expected to add

millions of consumers of a younger age profile, more inclined to use telecom services.

The fact that India has one of the lowest telecom penetration rates among major nations

also offers an unprecedented opportunity for telecom service operators, infrastructure

vendors, manufacturers and associated services companies.

Subscriber

Volume

(in millions)

1997 1998 1999 2000 2001 2002 Sept -

'03

Cellular Phone 0.34 0.88 1.2 1.88 3.58 6.43 17.4

Fixed line

phone

14.54 17.8 21.63 26.79 32.97 39.13 46.32

Teledensity 6.90%

Basic phone lines 43 million

Telephone exchanges 38,000

Cellular subscribers 20.72 million

Basic telecom subscribers incl. WLL 6.9 million

PCO (Public call Office) 1655980Paging subscribers 0.6 million

Optical fiber cable (OFC) route length 579500 Kms

Television sets 100 million

PCs 9 million

Cable TV Connections 45 million


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COMPANY PROFILE

IDEA CELLULAR LIMITED

The proud offspring of three illustrious parent (A.V Birla Group, TATA cellular and AT

& T Wireless), Idea Cellular will be driven by the objective of creating a different in the

lives of our customers. Idea Cellular aspires to offer the most comprehensive andinnovative services, to assist people to go beyond what they thought possible. As the

cellular revolution transforms India in the coming decade, Idea Cellular will be a

harbinger of change.

- Sanjeev Aga

(President and CEO Idea Cellular Limited)

ABOUT THE COMPANY

LAUNCH OF SERVICE:

The cellular service was launched in the Gujarat circle in January 1997 and in theMaharastra circle (excluding Mumbai, including Goa) in March 1997.

THE INITIAL PROMOTERS:

It was at the time of its launch set up as a joint venture of Aditya Birla Group and the

leader in Wireless Technology-AT&T.

Established in 1947, the Aditya Birla Group is on of the leading business house in India.

The Group has its presence across various sectors including cement, Viscose Staple fiber,


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engineering, textiles, power, telecommunication, industrial chemicals, petroleum and

financial services. The business is spread across 15 countries with over 100manufacturing units in India and overseas including Thailand, Indonesia, Malaysia,

Philippines, Egypt and Canada. Trading operations span across Singapore, Dubai, UK,

USA, South Africa, Tanzania, Burma and Russia. All the groups units are accredited

with the ISO 9002 certification and nine on them ISO 14001 certified.

AT&T is the largest telecommunication company in the world offering a complete rangeof communication services. AT&T started its operations in 1885 and is present in over

200 countries. In the United States its parent country, AT&T Corp. is a leading

distance carrier, wireless operator and provider of video data and Internet services. In therecent past, AT&T Corp. acquired Media One, one of the largest cable companies in

USA, while Media one had acquired US West, a US based telecom operator.

In India, US West is the joint venture partner of BPL for providing cellular services in thecircles of Maharastra, Kerala and Tamilnadu. As a result of this consolidation, AT&T has

direct interest in cellular services in Maharastra through Birla AT&T CommunicationsLimited and an indirect Internet through Media one in BPL Cellular Limited.

TECHNOLOGY PARTNERS:

Idea welcomes all businesses and individuals interested in partnering with it to enhanceand strengthen the ideas products and services portfolios.

Some of the ideas technology and content partners:Nokia, Ericsson, schlumberger sema, NDTV, indiatimes, rediff, C2W.

IDENTITY:

Idea Cellular's antecedents date back to 1995, when the Aditya Birla Group and AT&T

(through Birla AT&T Communications Maharastra & Gujarat circle) and the Tata

Group (through Tata Cellular - Andhra Pradesh circle) set up cellular networks. Both theabove company was amongst the first company to commercially start operation in circles

other than metros and achieve financial closure in Indian Telecom industry.

In the year 2000, the historic path-breaking merger of Tata Cellular with Birla AT&T

Communications and the subsequent acquisition of RPG Cellular - (Madhya Pradesh

circle) in the year 2001 - helped take the company to aim even further and led to theformation of Birla Tata AT&T Limited.

In year 2001, company won fourth cellular license for Delhi metro circle and in year

2002 company introduced common brand !DEA and changed the name to IDEA

Cellular Limited


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Since then, there has been no looking back for IDEA Cellular. The company launches

Delhi operations in year 2002 and added a record 100,000 subscriber within one month oflaunch.

In 2003, the company achieved the largest financial closure in IndianTelecom for its

entire circle. In 2004, the company entered into definitive agreement to acquire EscotelMobile Communications (existing operator in Haryana, Kerla and UP (W)) and Escorts

Telecommunications (cellular licensee holder for UP (E), Himachal Pradesh and

Rajasthan)

CORE BELIEF:

"Attracting and nurturing talent has become the single most dominant force in

business."

Idea - the very name suggests innovation. Innovation, which comes from intelligence,

talent, skills, involvement, hard work and continuous learning.

The company continuously harnesses the power of wireless revolution to provide world-class products and services. It aims at responding to customer needs proactively by

anticipating requirements and providing ready solutions.

Idea Cellular draws inspiration from the loyalty of its subscribers to keep raising the bar,to shape the future, and to change and enrich the life of each and every member of its

ever-growing family of subscribers.

THE MEDIA:

Stay Connected is a brand promise that looks at the key purpose of the mobile

telephony. It converges with the tangible requirement of network depth and at the same

time, reflects the eternal human need for bonding, kinsman ship and relationship forming.This new brand campaign enables Idea to own the biggest category benefit of keeping

people connected, through a simple, unique and a likable expression of connectivity.

And it makes consumers aware that no one connects better than Idea.

Slated to run through 2004, the campaign utilizes all relevant mainline media to

propagate the message to its audiences with 60-seconds commercial and its various edits,print campaign and its outdoor publicity. Apart from it various innovative media/events

has been used to further strengthen the message.

For example- at local level Idea has exploited the Indo-Pak series by screening the one-day matches in popular places under the theme of stay connected.


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RESEARCH DESIGN

Assessment of Distribution Network of Idea in Ahmedabad

Objectives Of Project:

To assess market share of the Idea vis--vis other competitor. To analyze effectiveness of ideas representative vis--vis other competitor.

To study and analyze the reach of Ideas distribution network vis--vis other

competitor. To assess the distribution depth of Idea vis--vis other competitor.

Research Methodology:

Type of the studyThe type of study we will use would be Descriptive study.

Sampling design

Universe of Research:The research would be conducted in Ahmedabad. So the universe for the

study would be Ahmedabad.

Size of the sample:

The sample would include the following:

Pre paid Dealers 500

Sampling procedure:

The sampling procedure would be stratified random sampling.

Data sources:The data to be used for the study would be both secondary and primary

data.

The secondary data would be necessary to study the distribution Network.It would be obtained from Database of the company, web sites etc.


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The primary data would be obtained through survey of pre-paid dealers of

idea cellular, which would be conducted through personal interview & filling-upof the questionnaires.

Research instrument:

The research instrument would be an interview schedule with filling up

the questionnaires. It would be consist of 10 questions to keep it short.

Pilot Testing:

We are conducted a pilot test of about 12 pre-paid retailers of idea cellularand according to the need the questionnaire is revised as per the response

received.

The changes as per under:

The FOD segment is later on included

The value of recharge voucher is made more segregated.

Time period of visit of distribution is also made more segregated.

The concept of call center efficiency measurement is includedafter pilot testing.


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Limitations & Scope of Research

The Research study conducted herewith is restricted to the market of Ahmedabad only.

Some limitations in terms of research resources and manpower couple with the fact that

the sample size and the quality of respondents were limited due to the constraint of time,

hence there would be some variance from the actual scenario. This research study would

provide only a micro insight into the dynamic factors that rule the Ahmedabad telecom

distribution network.

To this extent, we would like to state that the research should not be treated as conclusive

and there is a further scope of improvement for research. A wider sample base and a

broader geographical territory (preferably a Circle of Telecom) would be more effective

in drawing a relatively more accurate research picture.

This has been a very satisfying research experience for the two of us and we would like,

if possible to extend and compile a macro profile for this research topic.


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DATA ANALYSIS & INTERPRETATION

STATISTICAL METHOD USED FOR TESTING:

Chi-Square Test

It is termed as statistic and test is known as non-parametric test. It enables

us to test the comparisons of two attributes. It allows us to test whether

two attributes are independent of each other. Chi-square distribution is

probability distribution. We are need of making the contingency tables asr x c where r denotes the number of rows and c denotes the columns.

Area wise division

For the simplicity of the analysis, we have divided the whole Ahmedabadin to main four areas. The total area of the Ahmedabad is 42, and those are

base on the different pin codes of Ahmedabad.

Area-1 (South-west region) (144 retailers)

o Ellisbridge

o Jivaraj park

o Juhapura

o Paldi

o Polytechnic

o Amraiwadi

o Behrampurao Isanpur

o Maninagar

o Narol

o Shah-alam

o Vatva

Area-2 (North-west region) (120 retailers)

o Ranip

o Gandhi Ashram

o Sabarmati

o Thal-tej

o Bodakdevo Naran pura

o Navjivan

o Navarangpura

o Memnagar

o Ghatlodia


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Area-3 (North-east region) (116 retailers)o Airport

o Cantonment

o Civil

o

Girdharnagaro Krishnanagar

o Kubernagar

o Naroda

o Saijpur-bogha

o Sardarnagar

Area-4 (Middle east region) (120 retailers)o Bapunagar

o Khodiarnagar

o Odhav

o Kalupur

o

Gomtipuro Rakhial

o Saraspur

o Thakkar bapa nagar

o Kathwada

o Jantanagar


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1. Availability of the cards with FOD:

Total Ahmedabad: The total no. of the retails are 500.

Conclusion: From the above chart, we can conclude that the availability of the ideaand hutch is almost same and highest among all the competitors. In case of the FOD,

the highest FOD is of the idea and then comes the reliance. In both the cases the idea

has a leading position in Ahmedabad.

2. Age of the retailer (Total experience):


Airtel Bsnl Hutch Idea Reliance TataCards 483 199 498 499 321 168

FOD 187 39 193 295 230 73

Less then 1 year 1 to 3 years 3 to 6 years 6 to 9 yearsMore than

9 years

Age 205 254 38 3 0

0

100

200

300

400

500

600

Airtel

Bsnl

Hutch

Idea

Relia

nce

Tata

Cards

FOD


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4 Trade Scheme


Airtel Bsnl Hutch Idea Reliance TataTrade Scheme 482 193 496 498 320 167

Total 483 199 498 499 321 168

Consumer Scheme


Airtel Bsnl Hutch Idea Reliance TataConsumer Scheme 481 191 496 497 320 167

Total 483 199 498 499 321 168

Trade Scheme

0100

200300400500600

Airtel

Bsnl

Hutch

Idea

Relia

nce

Tata

Trade Scheme

Consumer Scheme

0100

200300400500600

Airtel

Bsnl

Hutch

Idea

Relia

nce

Tata

ConsumerScheme


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Conclusion: From the above analysis, we can conclude that, in 98% cases, the all

retailers are aware about the consumer schemes and the trade schemes. Thedistributors make them aware about the all the schemes available in the market.

5.source of purchasing the cards:


From companys sales

person From other dealers

Airtel 483 0

Bsnl 198 1

Hutch 498 0

Idea 499 0Reliance 321 0

Tata 168 0

Conclusion: From the above data, we can say that the all of the retailers purchase theprepaid cards from the authorized companys sales person.


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6.Analysis of all companies with different attributes:

Here, the total value is calculated on the basis of the rank given to them

according to their performance.(6 to 1 rank. 6 for best and 1 for worst).

Network:


Airtel Bsnl Hutch Idea Reliance Tata

Total Value 1829 1165 2766 2344 1537 760

Average 3.658 2.33 5.532 4.688 3.074 1.52

Conclusion: As far as network is consult, the hutch is number one. The researchshows that the network is very much stronger. The ideas position is second and then

comes Airtel And Reliance.

Company Scheme:


Average

0123456

Airtel

Bsnl

Hutch

Idea

Relia

nce

Tata

Average


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Total Value 2680 1073 1974 2246 1735 681

Average 5.36 2.146 3.948 4.492 3.47 1.362

Conclusion: As far as consumers scheme is consult, the Airtel is number one. The

research shows that people are much satisfies with the airtels schemes. The ideas

position is second and then comes Hutch And Reliance.

Trade Scheme:



Total Value 2481 791 1907 2461 1804 952Average 4.962 1.582 3.814 4.922 3.608 1.904

Average

0

12

3

45

6

Airtel

Bsnl

Hutch

Idea

Relia

nce

Tata

Average


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Conclusion: As far as Trading schemes are consulting, the Airtel and Idea hasacquired the same position almost. The research shows that retailers are muchsatisfies with the Airtel and ideas trading schemes. The ideas position is second and

then comes Hutch And Reliance.

Distribution Services:



Total Value 2381 678 2080 2481 1805 973

Average 4.762 1.356 4.16 4.962 3.61 1.946

Average

0

1

2

3

4

5

6

Airtel

Bsnl

Hutch

Idea

Relia

nce

Tata

Average


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Conclusion: As far as distributors services consult, the Idea has acquired the first

position. The research shows that retailers are much satisfies with the ideasdistributors services. The Airtels position is second and then comes Hutch AndReliance.

Call Center Services:


Airtel Bsnl Hutch Idea Reliance TataTotal Value 2345 1221 2791 1838 1455 738

Average 4.69 2.442 5.582 3.676 2.91 1.476

Average

0

1

23

4

5

6

Airtel

Bsnl

Hutch

Idea

Relia

nce

Tata

Average

Average

012

3456

Airtel

Bsnl

Hutch

Idea

Relia

nce

Tata

Average


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Conclusion: As far as call center services consult, the Hutch has acquired the first

position. The research shows that the hutch provides the better call center services thenothers. The Airtels position is second and then comes Idea And Reliance.


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7. Analysis of the no. Of cards selling by all retailer in Ahmedabad.

(Chi-square testing)

H0: The monthly Shop wise sells of all companys cards in Ahmedabad are same.

H1: The monthly Shop wise sells of all companys cards in Ahmedabad are not thesame.

0/recharge 1 to 5 6 to 25 26 to 50 Above 50

Airtel O 111 297 68 4 3 483

E 143.25 278.0369 56.81042 2.673432 2.22786

(O-E)*(O-E)/E 7.2604712 1.29335 2.203937 0.658249 0.267611

Bsnl O 195 4 0 0 0 199

E 59.020756 114.5535 23.40637 1.101476 0.917897

(O-E)*(O-E)/E 313.28563 106.6932 23.40637 1.101476 0.917897

Hutch O 39 382 70 4 3 498

E 147.70018 286.6716 58.57472 2.756458 2.297048

(O-E)*(O-E)/E 79.998073 31.70006 2.228554 0.561009 0.21512

Idea O 91 323 80 3 2 499

E 147.99677 287.2472 58.69234 2.761993 2.301661

(O-E)*(O-E)/E 21.950695 4.450036 7.735528 0.02051 0.039536

Reliance O 130 154 35 1 1 321E 95.204336 184.7823 37.756 1.776753 1.480627

(O-E)*(O-E)/E 12.71726 5.127922 0.201174 0.339577 0.156017

Tata O 77 88 2 0 1 168

E 49.826568 96.70849 19.76015 0.929889 0.774908

(O-E)*(O-E)/E 14.819311 0.784189 15.96258 0.929889 0.065384

643 1248 255 12 10 2168

X2 cal=657.0906

Tabulated value = 10.581

Conclusion: Since chi-square calculated value is grater than chi-square tabulated value,

so we reject the null hypothesis and conclude thatThe monthly Shop wise sells of allcompanys cards in Ahmedabad are not the same.


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H0 is rejected, so here is the graphical presentation of selling by different areas.

Area-1 (South-west region)

0/recharge 1 to 5 6 to 25 26 to 50 Above 50Airtel 56 71 11 2 0Bsnl 50 0 0 0 0

Hutch 14 112 17 0 0Idea 36 90 18 0 0

Reliance 51 28 16 0 0Tata 27 21 0 0 0

Area-2 (North-west region)

0/recharge 1 to 5 6 to 25 26 to 50 Above 50Airtel 43 61 6 1 2Bsnl 40 2 0 0 0

Hutch 9 91 15 3 2

Idea 39 70 7 1 2Reliance 50 17 1 0 1

Tata 36 6 1 0 1

0

20

40

60

80

100

120

Airtel

Bsnl

Hutch

Idea

Relia

nce

Tata

0/recharge

1 to 5

6 to 25

26 to 50

Above 50


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Area-3 (North-east region)

0/recharge 1 to 5 6 to 25 26 to 50

Above

50

Airtel 10 82 20 1 1

Bsnl 45 1 0 0 0

Hutch 12 85 17 1 1

Idea 12 78 24 2 0

Reliance 14 51 4 1 0

Tata 11 20 1 0 0

0

20

40

60

80

100

Airtel

Bsnl

Hutch

Idea

Relia

nce

Tata

0/recharge

1 to 5

6 to 25

26 to 50

Above 50

010

2030405060708090

Airtel

Bsnl

Hutch

Idea

Relia

nce

Tata

0/recharge

1 to 5

6 to 25

26 to 50

Above 50


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Area-4 (Middle-east region)

0/recharge 1 to 5 6 to 25 26 to 50

Above

50

Airtel 2 83 31 0 0Bsnl 60 1 0 0 0

Hutch 4 94 21 0 0

Idea 4 85 31 0 0

Reliance 15 58 14 0 0

Tata 3 41 0 0 0

0

20

40

60

80

100

Airtel

Bsnl

Hutch

Idea

Relia

nce

Tata

0/recharge

1 to 5

6 to 25

26 to 50

Above 50


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8. Analysis of retail recharge value sold. (Chi-square testing)

H0: The monthly recharge value of different players sold in Ahmedabad is same.

H1: The monthly recharge value of different players sold in Ahmedabad is not same.

Below

5000

5001 to

10000

10001 to

25000

25001 to

50000

Above

50000

Airtel O 377 40 59 6 1 483

E 143.25138 278.0369 56.81042 2.673432 2.22786

(O-E)*(O-E)/E 381.41632 203.7915 0.08439 4.13927 0.676721

Bsnl O 199 0 0 0 0 199

E 59.020756 114.5535 23.40637 1.101476 0.917897

(O-E)*(O-E)/E 331.9881 114.5535 23.40637 1.101476 0.917897

Hutch O 313 122 56 6 1 498

E 147.70018 286.6716 58.57472 2.756458 2.297048

(O-E)*(O-E)/E 184.99658 94.59163 0.113175 3.816699 0.732389

Idea O 356 76 61 5 1 499

E 147.99677 287.2472 58.69234 2.761993 2.301661

(O-E)*(O-E)/E 292.33978 155.3553 0.090732 1.813429 0.736129

Reliance O 254 49 18 0 0 321

E 95.204336 184.7823 37.756 1.776753 1.480627

(O-E)*(O-E)/E 264.86255 99.77596 10.33741 1.776753 1.480627

Tata O 156 11 1 0 0 168

E 49.826568 96.70849 19.76015 0.929889 0.774908

(O-E)*(O-E)/E 226.2407 75.95967 17.81075 0.929889 0.774908

643 1248 255 12 10 2168

X2 cal=2496.611

Tabulated value = 10.581

Conclusion: Since chi-square calculated value is grater than chi-square tabulatedvalue, so we reject the null hypothesis and concludes thatthe monthly recharge valueof different players sold in Ahmedabad is not same.


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36

H0 is rejected, so here is the graphical presentation of selling by different areas

Area-1 (South-west region)

Below 5000

5001 to

10000

10001 to

25000 25001 to 50000 Above 50000Airtel 118 8 12 2 0

Bsnl 50 0 0 0 0

Hutch 85 41 17 0 0

Idea 105 27 12 0 0


Tata 45 3 0 0 0


Below 5000

5001 to

10000

10001 to

25000 25001 to 50000 Above 50000

Airtel 94 11 6 1 1

Bsnl 42 0 0 0 0Hutch 58 49 9 3 1

Idea 86 26 4 2 1

Reliance 67 0 2 0 0

Tata 43 0 1 0 0

020406080

100120140

Airtel

Bsnl

Hutch

Idea

Relia

nce

Tata

Below 5000

5001 to 10000

10001 to 25000

25001 to 50000

Above 50000


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37


Below 5000

5001 to

10000

10001 to

25000 25001 to 50000 Above 50000

Airtel 84 11 16 3 0

Bsnl 46 0 0 0 0

Hutch 86 14 13 3 0

Idea 52 15 21 3 0


Tata 29 3 0 0 0

0

20

40

60

80

100

Airtel

Bsnl

Hutch

Idea

Relia

nce

Tata

Below 5000

5001 to 10000

10001 to 25000

25001 to 50000

Above 50000

0

20

40

60

80

100

Airtel

Bsnl

Hutch

Idea

Relia

nce

Tata

Below 5000

5001 to 10000

10001 to 25000

25001 to 50000

Above 50000


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38


Below 5000

5001 to

10000

10001 to

25000 25001 to 50000 Above 50000

Airtel 81 10 25 0 0

Bsnl 61 0 0 0 0

Hutch 84 18 17 0 0

Idea 78 18 17 0 0

Reliance 62 15 10 0 0

Tata 39 5 0 0 0

0102030405060708090

Airt

elBs

nl

Hutch

Idea

Relianc

e

T

ata

Below 5000

5001 to 10000

10001 to 25000

25001 to 50000

Above 50000


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39

9.Sales person visit (Efficiency of Salesman Of Distributor)

Area-1 (South-east region)

Once TwiceMore than

twiceNot at all

visited

Airtel 11 39 90 0

Bsnl 5 18 2 25

Hutch 5 50 88 0

Idea 8 44 92 0

Reliance 15 28 52 0

Tata 6 24 17 1

Conclusion: From the above graphical representation, we can conclude that the efficiency

of sales person of Idea is highest, closely followed by Airtel and Hutch. So all threecompanies are much focus for their distributor efficiency.

0

20

40

60

80

100

Airtel

Bsnl

Hutch

Idea

Relia

nce

Tata

Once

Twice

More than twice

Not at all visited


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40


Once TwiceMore than

twiceNot at all

visited

Airtel 17 49 47 0

Bsnl 8 15 6 13

Hutch 12 52 56 0

Idea 13 53 53 0

Reliance 16 24 29 0

Tata 10 29 5 0

Conclusion: From the above graphical representation, we can conclude that the efficiencyof sales person ofHutch is highest, closely followed by Idea and Airtel. The reliance is

also come up with good strength for distribution after those three. So all three companies

are much focus for their distributor efficiency.

0

10

20

30

40

50

60

A

irtel

Bsnl

Hutch

Idea

Relia

nce

Tata

Once

Twice

More than twice

Not at all visited


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41

Area-3 (north-east region)

Once TwiceMore than

twiceNot at all

visited

Airtel 1 14 99 0

Bsnl 0 0 1 45

Hutch 2 17 97 0

Idea 1 16 99 0

Reliance 0 12 58 0

Tata 1 19 11 1

Conclusion: From the above graphical representation, we can conclude that the efficiencyof sales person of Airtel and Idea are almost same, closely followed by Hutch. The

reliance is also come up with good strength for distribution after those three. So all three

companies are much focus for their distributor efficiency.

0

20

40

60

80

100

120

Airtel

Bsnl

Hutch

Idea

Relia

nce

Tata

Once

Twice

More than twice

Not at all visited


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42


Once Twice

More than

twice

Not at all

visited

Airtel 0 4 112 0

Bsnl 1 0 0 60Hutch 0 6 113 0

Idea 0 6 114 0

Reliance 0 6 81 0

Tata 1 16 25 2

Conclusion: From the above graphical representation, we can conclude that the efficiencyof sales person of Airtel and Idea are almost same, closely followed by Reliance. Butwith comparison of other three region the performance of all representative is somewhat

low. So all three companies are much focus for their distributor efficiency.

0

20

40

60

80

100

120

Airtel

Bsnl

Hutch

Idea

Relia

nce

Tata

Once

TwiceMore than twice

Not at all visited


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43

10. Managers visit (Efficiency of executives & Managers)

Area-1(South-west region)

Once Twice

More than

twice

Not at all

visited

Airtel 36 0 0 104

Bsnl 0 0 0 50

Hutch 39 0 2 102

Idea 43 1 2 98

Reliance 35 0 0 60

Tata 6 0 0 42


of Executives & managers of Hutch and Idea are almost same, closely followed by Airtel.

So all three companies are much focus for their distributor efficiency.

0

20

40

60

80

100

120

Airtel

Bsnl

Hutch

Idea

Relia

nce

Tata

Once

Twice

More than twice

Not at all visited


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44

Area-2(North-west region)

Once Twice

More than

twice

Not at all

visitedAirtel 35 1 3 74

Bsnl 2 0 0 40

Hutch 40 1 2 77

Idea 43 1 5 70

Reliance 21 0 1 47

Tata 6 0 1 37


of Executives & managers of Idea is highest, closely followed by Hutch and Airtel. But

with comparison of other regions the performance of all representative is somewhat low.


Once Twice More thantwice Not at allvisited

Airtel 47 0 1 66

Bsnl 0 0 0 46

Hutch 18 0 1 97

Idea 44 0 1 71

Reliance 37 0 1 32

Tata 4 0 1 27

0102030405060708090

Airtel

Bsnl

Hutch

Idea

Relia

nce

Tata

Once

Twice

More than twice

Not at all visited


45/57


45

Conclusion: From the above graphical representation, we can conclude that the efficiencyof Executives & managers of Idea and Airtel are almost same, closely followed by Hutch

and Airtel. But with comparison of other regions the performance of all representative is

somewhat low.

Area-4(Middle-east region)

Once Twice

More than

twice

Not at all

visited

Airtel 47 0 0 69

Bsnl 1 0 0 60

Hutch 22 0 0 97

Idea 50 0 0 70

Reliance 49 0 0 38

Tata 11 0 0 33

0

20

40

60

80

100

120

Airtel

Bsnl

Hutch

Idea

Relia

nce

Tata

OnceTwice

More than twice

Not at all visited


46/57


46


of Executives & managers of Idea and Airtel are almost same, closely followed by Hutch

and Airtel. But with comparison of other regions the performance of all representative issomewhat low.

0

20

40

6080

100

120

Airtel

Bsnl

Hutch

Idea

Relia

nce

Tata

Once

Twice

More than twice

Not at all visited


47/57


47

Findings

From the above data and the analysis we have made the final conclusion is as under:

Our main objectives of the project are:

To assess market share of the Idea vis--vis other competitor.

To analyze effectiveness of ideas representative vis--vis other competitor.

To study and analyze the reach of Ideas distribution network vis--vis other

competitor.

To assess the distribution depth of Idea vis--vis other competitor.

Conclusion:

Idea is the major competitor in the Ahmedabad and has a leading position in many

areas like distribution reach and efficiency of distributor.

As far as the reach of Ideas distribution network is consult the idea has a leading

position. For distribution of the cards, the services and the reach are good enough.

There is some problem with some far areas but overall performance is focused.

As far as the efficiency is consult the idea has a moderate position. For

distribution of the cards and the efficiency of the executives and the managers aregood enough. The work is focused.


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48

RECOMMENDATIONS

As far as network is consult, the performance of the Idea is weak, as compared to

the Hutch and Airtel and Reliance. So, Try to improve on such factor via

increasing a technical support.

Same problem is with call center, as far as customer care services are consulted,the performance is not up to the mark again. Compare to the Idea, hutch and

Airtel has comparatively good performance. So, idea has to work upon it and try

to make it more efficient with training programs.

The problem existed with the Middle East and some areas of Southwest region.

The retailers are quite dissatisfied with the distributor services. So, particularly forthose areas the frequency of visits and the quality of meetings of sales persons

should be increased.

The performance of Idea is good, in particularly western part of the city, but still

in other areas like eastern part, the need of the more awareness campain isrequired.

Make a good relationship with retailers. Need to show and maintain great

companys support. Which makes retailers themselves sell and promote

companyscards. And the same helps to create better public image.

The impact of Idea chitchat on customers is not powerful compared to Hutch so,

try it to be strong by more promotions from the ways that has powerful impact onpublics mind like Radio Mirchi, local cable and newspapers.

Organizing of retail events (Retail Meet) that are opening a new Retail club.

To expand the market the company should not only concentrate over the urban

areas, but also have look at the uncaptured rural market. And establish good offers

considering the villagers requirements.


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49

Try to get the trust of customer by providing better services and attractiveschemes. Every customer wants satisfaction from the product so give him or her

as much convenience as possible to make him or her a permanent customer.

The retailer whosoever are of the more recharge voucher purchasers, should

offered the extra benefits other than the regular one.

The problem is with the Network and the call center services. Idea should work

upon the same and try to make it efficient with more technical support andtraining programs.


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50

QUESTIONNAIRE

_____________________________________________________________________

Dear Sir/Madam,We are the student of S.K.Patel Institute of Management, Gandhinagar. As a part

of our curriculum, we are conducting a market research to know the positions of thediff. companies in the market and make assessment of their distribution network.

Kindly extend your cooperation in filling this questionnaire and enable us to

conduct the research successfully.

Date: _________Retail Name: ________________________

Road: ______________________________

Address: ________________________________________________

Pin Code: _______________Type of the shop:

1) Telecom shop2) General / Provision store

3) Grocery shop

4) Pan shop

5) S.T.D. booth6) Gift shop

7) Stationary shop

8) Others, please specify ______________________________________________________________________

1. Which companies pre-paid cards, are you selling?

Cards FOD

(a) Airtel

(b) Bsnl

(c) Hutch

(d) Idea

(e) Reliance

(f) Tata

2. Since how many years, you are in the business of selling pre-paid cards in themarket?

a) Less than 1 year

b) 1 to 3 years

c) 3 to 6 yearsd) 6 to 9 years

e) More then 9 years


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51

3. How many pre-paid cards of different companies you sell in a month?

a) I

de

a

_

4. What is the recharge value sold at your outlet per month (in rupees)?

Below

5000

5001 to

10000

10001 to

25000

25001 to

50000

Above

50000(a) Airtel

(b) Bsnl

(c) Hutch

(d) Idea

(e) Reliance

(f) Tata

5. From whom you purchase the pre-paid cards of different companies?

From companys sales-person From other dealers(a) Airtel

(b) Bsnl

(c) Hutch

(d) Idea

(e) Reliance

(f) Tata

A) If from other dealers, than what is the reason?

Discount Credit Distributors services

(a) Idea(b) Hutch

(c) Airtel

(d) Bsnl

(e) Reliance

(f) Tata

0/Recharge 1 to 5 6 to 25 26 to 50 Above 50

(a) Airtel

(b) Bsnl

(c) Hutch

(d) Idea

(e) Reliance

(f) Tata


52/57


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53

9. Give the rank to the different companies, according to their performance in the

different area. (Use 6 to 1 rank. 6 for best and 1 for worst). You cannot repeatranks given once.


Network

Companyschemes

Tradeschemes

Distributorservices

Call center

services

10. Who are the main buyers of the different companys pre-paid cards?

Students Others

(a) Airtel

(b) Bsnl

(c) Hutch

(d) Idea

(e) Reliance

(f) Tata

Consumer

Scheme

Yes No

(a) Airtel(b) Bsnl

(c) Hutch

(d) Idea

(e) Reliance

(f) Tata


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54

Area of Ahmedabad with their Pin codes

Area Cod No.

Air port 380012Amraiwadi 380026

Behrampura 380022

Bapunagar 380024

Cantonment 380003

Civil Hospital 380016

Ellisbridge 380006

Gandhi Ashram 380027

Thakkar Bapa Nagar 382350

Ghatlodia 380061Girdharnagar 380010

Isanpur 382443

Jantanagar 382449

Jivraj Park 380051

Juhapura 380055

Kathwada Maiz Product 382430

Khodiarnagar 382352

Krishna Nagar 382346

Kubernagar 382340Maninagar 380008

Memnagar 380052

Naranpura 380013

Vatva 382440

Naroda 382330

Naroda Road 380025

Navjivan 380014

Navrangpura 380009

Narol 382405

Odhav 382410

Odhav Ind Estate 382415

Paldi 380007

Polytechnic 380015

Railway Pura 380002


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Rajpur Gomtipur 380021

Rakhial Ind Estate 380023

Ranip 382480

Sabarmati 380005

Sabarmati Rly Colony 380019Saijpur Bogha 382345

Saraspur 380018

Shah Alam Roza 380028

Shahibag 380004

Sardar Nagar 382475

Space Application Centre 380053

Thal Tel Road 380054


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56

BIBLIOGRAPHY

The reference books were used for this report were:

Marketing Management (Eleventh Edition) by Philip Kotler published by PearsonEducation

Business Research Methods (Eighth Edition) by Donald R. Cooper and Pamela S.

Schindler published by Tata McGraw-Hill.

The web sites referred for the report were:

www.ideacellular.com

www.google.com.


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Glossary

FOD:

The advertising tools, which make show off the product. (Like wise, the stickers,shelf, artificial model etc,) The glosign boards of the different company are not included

in the FOD.

Date post:	07-Apr-2018
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