1

PROJECT REPORT

ON

AIRCEL

SUBJECT

“ADVERTISEMENT” AND

MARKETING AUDIT ON AIRCEL SERVICE”

Submitted By: MANISH KUMAR

3rd semester, M.B.A

DURGAPUR INSTITUTE OF MANAGEMENT AND SCIENCE (DIMS), DURGAPUR

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ACKNOWLEDGEMENT

I asseverate my deep sense of gratitude toward:

Mr. Rajeev Ranjan(Sr. manager marketing deptt.),

Mr. kiran (Sr. marketing manager).

This Project has been

made possible through the direct and indirect

Co-operation of various staff members of AIRCEL

LIMITED. And without those co-operation & help

the completion of this internship was not

possible, who have inspired me at every step

suggest alternative solutions & shared their

valuable experience & knowledge with me. who

always facilitates me in gaining practical

knowledge.

In my last line I would like to say

thanks to Mr. Vikram Singh, Mr. Amendra and

the distributer of Aircel (Priya Enterprises) who

helped me a lot in explaining the work process of

the organization & sharing other precious

knowledge.

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PREFACE

Practical part is an essential part of management

studies as it helps one to visualize the

management practices in the field, the

theoretical aspects of which we have learnt in

the classroom.

This study of marketing

management system is based on on-the-job & off

the-job research, With the help of past and

current marketing analysis. The research is based

on advertisement and customer and retailer

review towards Aircel .On all these topics

research has done. This training constitutes an

integral part of my master of business

administration at DURGAPUR INSTITUTE OF

MANAGEMENT AND SCIENCE (DURGAPUR).The

training period consist of 45 days from June 2nd

to 27th July 2009.

It was very challenging as

well as interesting for me to work on

MARKETING SECTION of AIRCEL. It was related

to serve management system. I have leant

practical & theoretical aspects which

implemented by company in its structure.

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TABLE OF CONTENTTABLE OF CONTENTTABLE OF CONTENTTABLE OF CONTENT

S.NO.S.NO.S.NO.S.NO. PARTICULARSPARTICULARSPARTICULARSPARTICULARS � INTRODUCTION OF THE TOPIC

� INDUSTRY PROFILE

� COMPANY PROFILE

� OBJECTIVE OF THE STUDY

� RESEARCH METHODOLOGY

� ANALYSIS & INTERPRETATION

� FINDINGS

� CONCLUSIONS

� SUGGESTIONS

� QUESTIONNAIRE

� BIBLIOGRAPHY

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IntroductionIntroductionIntroductionIntroduction OfOfOfOf TheTheTheThe TopicTopicTopicTopic

INTRODUCTION

WHAT IS ADVERTISEMENT?

Advertising is a non-personal form of promotion that is delivered through selected media outlets that, under most circumstances, require the marketer to pay for message placement. Advertising has long been viewed as a method of mass promotion in that a single message can reach a large number of people. But, this mass promotion approach presents problems since many exposed to an advertising message may not be within the marketer’s target market, and thus, may be an inefficient use of promotional funds. However, this is changing as new advertising technologies and the emergence of new media outlets offer more options for targeted advertising.

Advertising also has a history of being considered a one-way form of marketing communication where the message receiver (i.e., target market) is not in position to immediately respond to the message (e.g., seek more information). This too is changing. For example, in the next few years technologies will be readily available to enable a television viewer to click a button to request more details on a product seen on their favorite TV program. In fact, it is expected that over the next 10-20 years advertising will move away from a one-way communication model and become one that is highly interactive.

Another characteristic that may change as advertising evolves is the view that advertising does not stimulate immediate demand for the product advertised. That is, customers cannot quickly purchase a product they see advertised. But as more media outlets allow customers to interact with the messages being delivered the ability of advertising to quickly stimulate demand will improve.

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IMPORTANCE OF ADVERTISING:

Spending on advertising is huge. One often quoted statistic by market research firm Zenith Optimedia estimates that worldwide spending on advertising exceeds (US) $400 billion. This level of spending supports thousands of companies and millions of jobs. In fact, in many countries most media outlets, such as television, radio and newspapers, would not be in business without revenue generated through the sale of advertising.

While worldwide advertising is an important contributor to economic growth, individual marketing organizations differ on the role advertising plays. For some organizations little advertising may be done, instead promotional money is spent on other promotion options such a personal selling through a sales team. For some smaller companies advertising may consist of occasional advertisement and on a very small scale, such as placing small ads in the classified section of a local newspaper.

But most organizations, large and small, that rely on marketing to create customer interest are engaged in consistent use of advertising to help meet marketing objectives. This includes regularly developing advertising campaigns, which involve a series of decisions for planning, creating, delivering and evaluating an advertising effort. We will cover advertising campaigns in greater detail in our next tutorial.

MANAGING ADVERTISING DECISIONS:

Delivering an effective marketing message through advertising requires many different decisions as the marketer develops their advertising campaign. For small campaigns, that involve little creative effort, one or a few people may handle the bulk of the work. In fact, the Internet has made do-it-yourself advertising an easy to manage process and has especially empowered small businesses to manage their advertising decisions. As we will see, not only can small firms handle the creation and placement of advertisements that appear on the Internet, new services have even made it possible for a single person to create advertisements that run on local television. For instance, a company called Spot Runner allows users to select from a list of high-quality television ads that can be customized and then placed within local cable television programming.

For larger campaigns the skills needed to make sound advertising decisions can be quite varied and may not be easily handled by a single person. While larger companies manage some advertising activities within the company, they are more likely to rely on the assistance of advertising professionals, such as those found at advertising agencies, to help bring their advertising campaign to market.

TYPES OF ADVERTISING:

If you ask most people what is meant by “type” of advertising, invariably they will respond by defining it in terms of how it is delivered (e.g., television ad, radio ad, etc.). But in marketing, type of advertising refers to the primary “focus” of the message being sent and falls into one of the following four categories:

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PRODUCT-ORIENTED ADVERTISING:

INFORMATION : Most advertising spending is directed toward the promotion of a

specific good, service or idea, what we have collectively labeled as an organization’s product. In most cases the goal of product advertising is to clearly promote a specific product to a targeted audience. Marketers can accomplish this in several ways from a low-key approach that simply provides basic about a product (informative advertising) to blatant appeals that try to convince customers to purchase a product (persuasive advertising) that may include direct comparisons between the marketer’s product and its competitor’s offerings (comparative advertising).

However, sometimes marketers intentionally produce product advertising where the target audience cannot readily see a connection to a specific product. Marketers of new products may follow this “teaser” approach in advance of a new product introduction to prepare the market for the product. For instance, one week before the launch of a new product a marketer may air a television advertisement proclaiming “After next week the world will never be the same” but do so without any mention of a product or even the company behind the ad. The goal is to create curiosity in the market and interest when the product is launched.

IMAGE ADVERTISING:

Image advertising is undertaken primarily to enhance an organization’s perceived importance to a target market. Image advertising does not focus on specific products as much as it presents what an organization has to offer. In these types of ads, if products are mentioned it is within the context of “what we do” rather than a message touting the benefits of a specific product. Image advertising is often used in situations where an organization needs to educate the targeted audience on some issue. For instance, image advertising may be used in situations where a merger has occurred between two

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companies and the newly formed company has taken on a new name, or if a company has received recent negative publicity and the company wants to let the market know that they are about much more than this one issue.

Consumer satisfaction :

“Consumer Behavior is the study of how individuals, groups and organization select, buy, use and dispose of goods, services

ideas or experience to satisfy their needs and wants.” By Philip Kotler

.

Marketer must fully understand both the theory and reality of Consumer Behavior. A consumer’s buying behavior is influenced by

cultural, social and personal factors. Cultural factors exert the broadest and deepest influence.

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After the globalization of India economy in 1991 the tele communication sector

remained one of the most happening sectors in India. The recent years witnesses

rapid and dramatic changes in the field of tele communications. In the last few

years more and more companies both foreign, domestic, come into cellular

service, service market and offers large number of services to the people.

A consumer may be referred to anyone engaged in evaluating,

acquiring, using or disposing of services which he expects will satisfy his wants. If

any producer makes out the marketing programmer ignoring the consumer

preferences, he cannot possibly achieve his ultimate objectives. A manufacturer

must plan his production and distribution to suit the consumer’s convenience

rather than his own. Therefore a marketer must know more and more about the

consumers so that the products can be produced in such a fashion to give

satisfaction to them.

In the year of 1989, the number of cell phone users in India was

zero. In the year of 1999 the number of cell phone users has gone up by 13

lakhs. In the year of 2000 the number of cell phone users has risen by one

million. Now ,it Is up to 200 million by the end of last year.

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INDUSTRY PROFILEINDUSTRY PROFILEINDUSTRY PROFILEINDUSTRY PROFILE

India operates one of the largest telecom networks in Asia. The

telecommunication network continued to grow at a rapid pace as a higher switching

capacity of 17.9 lakh lines was added in the network in 1998-99 as against 35.2 lakh lines

in 1997-98 resulting in an increase of 22.5 per cent in the switching capacity in 1998-99

over the preceding year. The number of new connections provided in 1998-99 (was 37.9

lakh as against 32.6 lakh in 1997-98. Similarly, microwave and optical fiber network was

enhanced. 2,06,500 lines of Trunk Automatic Exchange (TAX) capacity, 14,009 Route

Kilometers (RKMs) of microwave and 31,771 Route Kilometers of optical fiber were

added in 1998-99 over the total TAX capacity of 12,61,500 lines. 72,592 Route

Kilometers of microwave and 76,261 Route Kilometers of optical fiber respectively as on

March 31, 1998. Efforts to expand the network have been continued in 1999-2000.

INVESTMENTINVESTMENTINVESTMENTINVESTMENT

Six companies have so far signed the license agreement with the Government for

providing basic telephone services in the states of Andhra Pradesh, Gujarat, Maharastra,

Madhya Pradesh, Rajasthan and Punjab. Interconnectivity of network for data

transmission has been permitted as per the recommendations of the National Task Force

on Information Technology and Software Development. An integrated computerized

customer service package for commercial, directory enquiry and telephone billing and

accounting has been implemented in 14 Telecom Districts its first phase in the current,

year. The fault repair service has also been included in the software. This will help in

delivery of customer service on single window concept with a single integrated database.

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Licenses to 187 Internet Services Providers (ISP) has been issued. An Inter-Ministerial

Committee has finalized the guideline for setting up the International Gateway by ISPs.

Accordingly, applications have been invited from ISPs for setting up of International

Gateway and the response for this has shown a remarkable trend as more companies go

for the investment in Interent Segment. The opening up of Ku-band for V-SAT operation

is being finalized and the recommendations of the TRAI are awaited on this matter. DOT

has also provided access to the nearest Internet node on local call basis, throughout India

except for Andaman & Nicobar Islands and Leh due to problem of technical feasibility. It

has been decided to set up Internet access node at every secondary switching area by end

of 2000 as per the recommendations of the National Task Force on Information

Technology and Software Development. A number of other value added services, viz.

Voice-mail/Audio-Text, E-mail, V-SAT, and Radio Paging etc. have also been franchised

to various private/public Indian registered companies on non-exclusive basis.

The National Telecom Policy (NTP) 1994 had envisaged

the objective of one public call office (PCO) for every 500 persons in the urban areas. As

on September 30, 1999, 5.70 lakh PCOs were working all over the country. The present

PCO-Population ratio at the national level is 1:453 for urban areas on all-India average

basis. Further, as per the National Telecom Policy (NTP), every village is to be provided

with one public telephone. This target has now been rescheduled and expected to be

completed by the end of 9th Five-Year Plan. As per the terms of the license agreement,

private operators have to provide a minimum of 10 per cent Direct Exchange Lines

(DELs) as village public telephones (VPTs). Out of 6.07 lakh villages in the country, 3.43

lakh villages have been provided with public telephones by the end of September 1999.

During 1998-99, a total of 37,058 villages were provided with telephone facility and

during the current year 1999-2000, it is proposed to provide 45,000 VPTs.

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November 1994, 8 licenses were issued for Cellular Mobile Telephone service in 4 metro

cities. Further 34 licenses to 14 companies for 18 telecom circles were issued since

December, 1995. The service has since been started in all the 4 metro cities and selected

cities in 18 Telecom Circles. There were about 13.5 lakh cellular mobile telephone

customers in the country as December 30, 1999.

N

NEW TELECOM POLICY 1999 (NTP 1999)

New Policy Framework In order to effect separation of service providing functions from

policy and licensing functions etc., a separate Department of Telecom Services (DTS) has

been set up in October, 1999. Department of Telecommunication (DOT) would be

concerned with the functions relating to the implementation of treaties and agreements

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with other countries; policy matters, licensing, coordination, research and development,

private investment, administration of laws (Acts), Enquiries and Statistics etc. relating to

Telephone Industries (ITI) and Hindustan Teleprinters Ltd. (HTL). DTS will look after

the execution of land. all matters other than policy and licensing relating to services of

telephones, wireless, data, facsimile and telematics, MTNL, C-DOT etc. The Telecom

Commission will handle matters relating to the coordination between the DOT and DTS.

This will include corporatisation of DTS as India Telecom. In terms of National Telecom

Policy (NTP) 1999 and subsequent Government approval in 1999, a Package for

Migration from fixed license fee to revenue sharing under New Telecom Policy was

offered to the Telephone Instruments Service Providers, which has been accepted by most

of them. Consequent to the change in the tariff revision announced by Telecom

Regulatory Authority of India (TRAI), the DOT as a service provider (now DTS),

adopted the tariff with some modifications. The tariff in respect of rural subscribers and

low calling urban subscribers was retained at the level prevailing prior to the notification.

In addition, the subscribers got the benefit of reduction in STD/ISD rates as announced by

TRAI. It was estimated that the combined effect of these revisions would entail

significant net reduction in DOT'S revenue in the current year. TRAI was, therefore,

requested to rework the tariffs for the next two years, keeping in view the negative impact

on the revenues of Telecom operators.

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CELLULAR MOBILE SERVICE PROVIDERSCELLULAR MOBILE SERVICE PROVIDERSCELLULAR MOBILE SERVICE PROVIDERSCELLULAR MOBILE SERVICE PROVIDERS

INTRODUCTION:

Cellular Telephony - the technology that gives a person the power to communicate

anytime, anywhere - has spawned an entire industry in mobile telecommunication.

Mobile telephones have become an integral part of the growth, success and efficiency of

any business / economy .The most prevalent wireless technology in the world today, is

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

1987 to promote and expedite the adoption, development and deployment and evolution

of the GSM standard for digital wireless communications. 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 Groupe Speciale Mobile as it was then called, soon came to

represent the Global System for Mobile Communications as it achieved the status of a

world-wide standard. The GSM MoU Association addresses issues of concern facing the

operator, the administrator, the regulator around the globe. The GSM membership has

grown exponentially since 1992. The membership now extends to 323 members from

over 125 countries. (See graph) The GSM network now services over 125 million

customers world-wide. The world's satellite operators have also joined the GSM

community, which further adds to its strength and impact on world markets. GSM is

today, the world's leading digital standard accounting for 64% of the global digital

wireless market.

The cellular Mobile Service Providers (CMSP) shall be permitted to provide mobile

telephony services including permission to carry its own long distance traffic within their

service area without seeking an additional license. Direct interconnectivity between

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licensed CMSP's and any other type of service provider (including another CMSP) in

their area of operation including sharing of infrastructure with any other type of service

provider shall be permitted. Licenses would be awarded for an initial period of twenty

years and would be extendible by additional periods of ten years thereafter.

FIXED SERVICE PROVIDERS

The Fixed Service Providers (FSP) shall be freely permitted to establish `last mile'

linkages to provide fixed services and carry long distance traffic within their service area

without seeking an additional license. Direct interconnectivity between FSPs and any

other type of service provider (including another FSP) in their area of operation and

sharing of infrastructure with any other type of service provider shall be permitted. The

FSP allowed to directly interconnect with the VSNL after the opening up of national long

distance from January 1, 2000. The FSP may also utilize last mile linkages or

transmission links within its service area made available by other service providers. The

FSP licenses would be required to pay a one time entry fee. All FSP licensees shall pay

license fee in the form of a revenue share. It is proposed that the appropriate level of entry

fee and percentage of revenue share and basis for selection of new operators for different

service areas of operation would be recommended by TRAI in a time-bound manner,

keeping in view the objectives of the New Telecom Policy. As in the case for cellular,

for WLL also, availability of appropriate frequency spectrum as required is essential not

only for providing optimal bandwidth to every operator but also for entry of additional

operators.

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CABLE SERVICE PROVIDERS

Under the provisions of the Cable Regulation Act, 1995, Cable Service Providers (CSP)

shall continue to be freely permitted to provide 'last mile' linkages and switched services

within their service areas of operation and operate media services, which are essentially

one-way, entertainment related services.

INTERNET TELEPHONY

Internet telephony shall not be permitted at this stage. However, Government will

continue to monitor the technological innovations and their impact on national

development and review this issue at an appropriate time.

RADIO PAGING SERVICE PROVIDERS

The Radio Paging Service Providers (RPSP) shall be permitted to provide

paging services within their service area of operation, Direct interconnectivity between

licensed RPSPs and any other type of service provider in their area of operation including

sharing of infrastructure shall be permitted. Interconnectivity between service providers

in different service areas shall be reviewed in consultation with TRAI. The radio paging

licenses shall pay a one time entry fee. The basis for determining the entry fee and basis

for selection of additional operators will be recommended by the TRAI. All radio paging

licensees shall pay license fee as a revenue share.

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OTHER SERVICE PROVIDERS

For application like tele banking, tele-medicine, tele-education, tele

trading, e-commerce, other service providers will be allowed to operate by using

infrastructure provided by various access providers. No license fee will be charged but

registration for specific services being offered will be required. These service providers

will not infringe on the jurisdiction of other access providers and they will not provide

switched telephony.

• At present in the country, there are 24604 electronic and 15 non-electronic

exchanges are functioning.

• The Union Cabinet approved the migration package for private telecom operators.

Subsequent to the adoption of New Telecom Policy (1999) by the government, the

existing licensees of Cellular Mobile Telephone Services and Basic Telephones

Services were offered to migrate to NTP 1999. As per this package, the licensees

were offered migrations to NTP-1999.

• Although the telecom segment is liberalized and this important segment does not

come free from controversies and contentious issues. Issues like implementation

of the CPP regime as recommended by the TRAI, the role of TRAI in issuing

licenses, the cancellation of licenses, the percentage of revenue share between

private operators and the government and lastly the differences between TRAI and

MTNL over the launch of the latest cellular services are some among the issues to

be solved.

• The DoT has drawn an ambitions plan to provide over one million telephone

connections based on wireless in local loop (WLL) system during 2000-01.

• The government initiated the process of separating the policy making functions of

the Department of Telecom from its functions as a service provider.

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Company origin

The Aircel Group is a joint venture between Maxis Communications Berhad of Malaysia and Apollo Hospital Enterprise Ltd of India, with Maxis Communications holding a majority stake of 74%. Aircel commenced operations in 1999 and became the leading mobile operator in Tamil Nadu within 18 months. In December 2003, it launched commercially in Chennai and quickly established itself as a market leader– a position it has held since. Aircel began its outward expansion in 2005 and met with unprecedented success in the Eastern frontier circles. It emerged a market leader in Assam and in the North Eastern provinces within 18 months of operations .During this period, the company gained a foothold in 9 circles.

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The Company has currently gained a momentum in the space of telecom in India post the allocation of additional spectrum by the Department of Telecom, Govt. of India for 13 new circles across India. These include Delhi (Metro), Mumbai (Metro), Andhra Pradesh, Gujarat, Haryana, Karnataka, Kerala, Madhya Pradesh, Maharashtra & Goa, Rajasthan, Punjab, UP (West) and UP (East).Aircel has won many awards and recognitions. Voice and Data gave Aircel the highest rating for overall customer satisfaction and network quality in 2006. Aircel emerged as the top mid-size utility company in Businessworld’s ‘List of Best Mid-Size Companies’ in 2007. Additionally, Tele.net recognised Aircel as the best regional operator in 2008.With over 15 million customers in the country, Aircel, the fastest growing telecom company in India, has revved up plans to become a full-fledged national operator

Strategic business unit

DISHNET WIRELESS LIMITED-This company provides broadband services

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

technology .

AIRCEL CELLULAR LIMITED-This company provides mobile services in

different circles.

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

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

cellular.

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COMPANY OFFERING(PRODUCTS) Aircel mainly deal in its core business of cellular connection. itprovides variety of products such as.

� -Postpaid mobile connections � -Prepaid mobile connections � -Recharge vouchers � -Value added services � -Broadband connections

with the help of these products company operate its business in the market & company launches other products but they can bedepend on either the competition or customer

preference

AWARDS AND ACHIEVEMENTS

Awareded in No. 1 in Customer satisfaction and

Networking - 2006

Best Mid-size companies’ in the Year- 2007

Best Continued Campaign – Aircel TM - ABBY Awards

Added Punjab, Haryana, Rajasthan and UP (East) circles

to India operations

Acquired ADIL, with operations in Rajastan, UP East and

Haryana

'India's most admired Telecom Company' - Business

World - IMRB

NFO MBL Best Performer in Customer Satisfaction

Won auction for licenses to operate GSM services in

Karnataka, Andhra Pradesh and Chennai

Best Regional Operator in India in year-2008

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Corporate StructureCorporate StructureCorporate StructureCorporate Structure

The Aircel Group is a joint venture between Maxis Communications

Berhad of Malaysia and Apollo Hospital Enterprise Ltd of India, with

Maxis Communications holding a majority stake of 74%.

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Financial and Operational Performance

Aircel’s contribution to Maxis overall revenue in the first quarter has gone up sharply to 15% as against 10% in the previous quarters, while the contribution to EBITDA went up to 9% as against 7% a few quarters ago, Maxis said in a communication to investors recently. In value, Aircel contributed RM 320 million (close to Rs 390 crore) to the group’s turnover of RM 2,157 million (Rs 2,600 crore) in the quarter as against RM 29 million (Rs 38 crore) ie more than 10 times over the previous quarter. Similarly, Aircel’s contribution on EBITDA was around RM102 million (close to Rs 122 crore) as against group’s EBITDA of RM 1,082 million (Rs 1,300 crore), Maxis pointed out. The Indian arm was key to this increase in the group’s both revenue and EBITDA, the company said further.

Company Strategy

• Aircel entered the mobile market in 1999 and became the

leading mobile company in TamilNadu.

• The operator has a presence in all four metro circles in

India.

• The operator is expanding its business and increasing

market share through a combination of growth by

increasing capacity on its networks in Chennai, Andhra

acquisition as well as network investment. Aircel is

currently Pradesh and Karnataka, while also rolling out

new networks in West Bengal and western Uttar Pradesh.

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Products and Services

• Aircel provides 2G services (3G services about to start) using digital GSM technology. We offer GSM voice and data services in all of the regions in which we currently operate.

• In addition to basic mobile voice telephony services, we offer a wide range of value-added and data services. These include voicemail, dual SIM card capabilities, missed-call alerts, SMS, GPRS services and e-mail services. Aircel has roaming arrangements with some 250 international and 46 domestic operators

• Aircel currently offers GSM services across 22 circles including the nine circle in India.

• It offers pre- and post-paid voice, MMS and internet access services.

• August 1999: Aircel commenced its own market from TamilNadu and all of its 2G businesses and by the end of 2005, it captures most of the market of India.

• July 2004: The operator launched EDGE services and began talks with TV channels over content streaming

• July 2005: Aircel launched services in most over part of India.

• March 2007 : It has been named the 'Most Respected Telecom Company', the 'Best Mobile Service in the country', and the 'Most Creative and Most Effective Advertiser of the Year'.

It now has operations in 22 circles accounting for 70% of India's mobile customer base.

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OBJECTIVES OF THE STUDYOBJECTIVES OF THE STUDYOBJECTIVES OF THE STUDYOBJECTIVES OF THE STUDY

The following are the objectives of the study.

� To study upon sales, promotion and advertisement of Aircel.

� To study the problems faced by the respondents with Aircel

service.

� To study retailer and customer satisfaction level on Aircel

service.

� To find out consumer preferences.

� To analyses the level of awareness about Aircel services.

� To make suggestions in the light of the findings of the study.

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RESEARCH METHODOLOGYRESEARCH METHODOLOGYRESEARCH METHODOLOGYRESEARCH METHODOLOGY

Methodology is an essential aspect of any project or research. It

enables the researches look at the problem in a systematic, meaningful and orderly

way. Methodology comprises the sources of data, selection of data, various designs

and techniques used for analyzing the data.

1. Collection of data

The primary data are collected through survey method. Survey method is

undertaken to find the customers and retailers satisfaction and opinion. A survey was

conducted among the people of Ranchi city by the aid of well structured questionnaire.

The population for the study consists of people who are using cell phones in Ranchi city.

The sampling unit for the study is 100, which includes

the cell phone users in Ranchi city. The sampling size includes male and female users

from different occupation, age. The sampling size was restricted to 100 for want of time.

Here, convenient sampling technique has been adopted for collecting the primary data.

2. Statistical tools

For analyzing the data, statistical tables, percentages and test were used.

3. Limitations

� The samples are selected from population having multi-service features.

� Another limitation on the study is on sample analysis.

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No. Of GSM Subscriber

33

34

Postpaid and Prepaid subscribers(100):-

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AGE GROUP RESPONDENTS(1OO)-

24%

11%

7%

8%

50%

Age Group of Respondents

20-25

25-35

35-45

OCCUPATION RESPONDENTS(100)-

46%

31%

18%5%

Occupat ion of Respondents

Students

Business

Govt. Services

Ex- Service men

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MALE AND FEMALE RESPONDENTS(100)-

Gender Group of Respondents

68%

32%

Male

Female

TARRIF PLAN RESPONDTS(100)-

0

5

10

15

20

25

30

35

40

45

50

Excellent Fine Good Need some change

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46

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4

Opinion On Tariff Plans

Number of Respondents

37

FUTURE PLANE RESPONDENTS(100)-

Opinion on Features

GPRS

48%

Games

42%

Net

3%

Others

7%

GPRS

Games

Net

Others

OPINION ON ADVERTISEMENTS(100)-

Excellent48%

Fine26%

Good21%

Need some change

5%

Opinion on Advertisements

Excellent

Fine

Good

Need some change

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FINDINGS

POSITIVES: • Captured almost more than 45% of the market

• Aircel is the leader in introducing its trade scheme

• Sim Activation is regarded as the best trade scheme

of Aircel

• Regular sms’s for the retailers awareness.

• 75% retailers are highly aware of these trade

schemes.

• Highly agreed with Aircel than that of Bsnl, and

that of Vodafone

NEGATIVES: • some dissatisfaction among retailers causes due to

distributer

• Distributors are not promissory to the retailers and

sometimes, they hide the related information

• FOS behaviour is not seen good

• Decrease the network range upto 1.5kms along the

border regions of the rural market

• Small inspection done by the company

• Less security for the customers and the retailers

also.

• Customer care response is not so good.

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CONCLUSIONSCONCLUSIONSCONCLUSIONSCONCLUSIONS

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CONCLUSIONS

� Customer wants a good network service but it is

average.

� It is affordable and having comparatives prices in

the Market.

� It is good in customer care support.

� Most of the customers preferred low call rate in

their connection.

� Most of the Aircel customers are influenced by

advertisement.

� It is good in arbun but very weak in rural areas.

� Overall, the company gets average rating in the

Market.

“GOOD SERVICE IS THE WAY TO RETAIN THE

CLINTS”

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Suggestions

� Well I suggest Aircel to increase the Quality and Capacity of both,

cellular services as well as other related services such as Customer care

support and roaming etc.

� Company has got a good span over Indian Market but they need

some more investment on the above suggested topics to sustain NO.1 in

the market.

� Aircel is running successfully in Indian market so it can diversify

its business to other countries by the way of mergers and

amalgamations.

� Enormous facilities can be included in Aircel services.

� Advertisement should be improved so that it will reach to every

level of people.

� New exclusive and good schemes should be introduced in the

market.

� Sales promotional activities can be introduced by the Aircel

Company.

� Moreover, maintain the good relation with the costomer.

It can be concluded that the

existing customers are satisfied with the Aircel service and is having

good prospective customers for Aircel services. By creating more

awareness, better coverage, connectivity and new schemes the prospects

for Aircel service can be generated. The researchers concluded that “A

bird without wings cannot fly likewise, a man without Aircel connection

in a cell cannot dwell in future”

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CUSTOMER SATISFACTION ON AIRCEL SERVICE NAME …………………………………… AGE …………………………. CONTACT NO. …………………………. MOB. …………………………. SEX – MALE FEMALE

1) Are you a regular mobile user?

A) Yes B) No

2) Presently you are in to……

A) Post paid B) Pre paid

3) Are you happy with that service of Aircel?

A) Yes B) No

4) Are you finding any problem in Aircel network about coverage?

A) Yes B) No

If yes : What kind/ type of problem

………………………………………..

5) Are you satisfied with customer care service when the problems

occur?

A) Yes B) No

If No : What kind of problem

…………………………………..

6) What do you prefer most in Aircel connection?

A) Low call rate B) Full talk time

C) Double talk time D) Others….

7) Which feature you like in Aircel service?

A) GPRS B) Games

C) Net D) Others…..

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8) Your opinion on Aircel advertisement?

A) Excellent B) Fine

C) Good D) Average

9) Preference of using Aircel?

A) Good service B) Clarity of network

C) Low call rate D) VAS

10) Do you have any other connection?

A) Yes B) No

If Yes Why?

11) Any special comment or suggestions for Aircel?

……………………………………………..

……………………………………………..

……………………………………………..

Ph. No:

A Survey done by:

MANISH KUMAR

M.B.A. (II Year)

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BIBLIOGRAPHY

1. Referred Books:

� Principles of Marketing- Philips kotler

� Marketing Research-G.C Beri

� Research Methodology-C.R. Kothari

2. Web Sites:

� www.aircel.co.in

� www.google.com

� www.answers.com

� Other marketing research related sites

3. Issues:

Indian Journal of marketing of Aircel

Mr. Vijay kumar - Editorial Advisor.

Manish kumar. - Editor.

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