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Project Report
on
University
Internal guide:
Faculty: Ms. Kiran Malhotra
Delhi Business School
New Delhi
PREFACE
Master of Business Administration is a course, which combines both theory and
its applications as its contents of study in the field of management. As part and
parcel of this course, every aspirant has to undergo an ‘in – company training’ in
an organization. The purpose of this training is to expose the student of
management sciences with real life situations existing in the organization and to
provide an insight into the various functions who can visualize things what they
have been taught in classrooms. Actually, it is the life force of management. It is
in practical training that the effecti -veness of management itself is realized.
RAJIV RANJAN
Mr. Amit Raj (Head- HR manager), Mr. Rohit Narayan (Head-Marke -ting
Manager), Mr. Abhishek Gupta (Marcom- Manager), Mr. Laxmi Kant
(Senior Executive Marcom).
This Project has been made possible through the direct and indirect Co-operation
of various staff members of AIRCEL, DISHNET WIRELES LIMITED. And
without those co-operation & help the completion of this internship was not
possible, who have inspired me at every step suggests alternative solutions &
shared their valuable experience & knowledge with me.
DECLARATION
I further declare that, this project report is not been copied and submitted to any
other university for any other degree, or requirement course.
RAJIV RANJAN
Thanks you…
Executive summery
The project titled “Retail visibility of Aircel with respect to competit- ors”
has been carried out for AIRCEL, Dhanbad, Jharkhand. The main objective
of this project is to know the Status of the company with the competitor and how
to regenerate their confidence in the prevailing market condition. The whole
summer internship period with Dishnet Wireless Ltd (Aircel) has been full of
learning and sense of contribution towards the organization. In this project the
great emphasis is given to find out the retail visibility of Aircel with respect to
competitors, whether its better than other competitors or not?
According to the market study, Dhanbad is one of the potential markets for the
telecom service because a single person uses many SIM (network services). Due
to some drawback in the service they do like this; If the company removes their
draw-backs then it’s sure that the company will get great response from the
customer.
This project will provide me the better platform to understand the hist-
ory. This project will provide me the better platform to understand the History,
Growth and various other aspects of telecom companies. It will
also help me to understand the behavior of retailers, customers and distrib-uters,
regarding retail visibility.
RAJIV RANJAN
The telecom industry is one of the fastest growing industries in India. India has
nearly 200 million telephone lines making it the third largest network in the
China is the biggest market in Asia Pacific with a subscriber base of 48%
of the total subscribers in Asia Pacific. Compared to that India ’s share in Asia
Pacific Mobile Phone market is 6.4%. Considering the fact that India and China
have almost comparable populations, India’s low mobile penetration offers huge
scope for growth.
Started in 1851 when the first operational land lines were laid by the government
near Calcutta (seat of British power). Telephone services were introduced in
India in 1881. In 1883 telephone services were merged with the postal system.
Indian Radio Telegraph Company (IRT) was formed in 1923. After
independence in 1947, all the foreign telecommunication companies were
nationalized to form the Posts, Telephone and Telegraph (PTT), a monopoly run
by the governments,
Ministry of Communications.
Cellular services can be further divided into two categories: Global System for
Mobile Communications (GSM) and Code Division Multiple Access (CDMA).
The GSM sector is dominated by Airtel, Vodfone-Hutch, and Idea Cellular,
while the CDMA sector is dominated by Reliance and Tata Indicom. Opening
Sample unit of our research includes all the existing and potential retailer of
different mobile services in Dhanbad. Sample size is 200 respondents
In our survey we tried to find out the retail visibility with respect of competitors
in mind while selecting a mobile operator in the order their importance like
connectivity, advertisement, rate plan offered, brand value, customer care
services.
We also tried to find out the frequency of problem related to services provided
by mobile operators. An attempt was made to find out the level of satisfaction
that retailer experiences from various services provided by mobile operators.
CHAPTER- 3
The research process methodology consists of six steps and these steps are as
follows:
1. Problem definition.
2. Development of an approach to the problem.
3. Research design formulation.
4. Field work or data collection.
5. Data preparation and analysis.
6. Report preparation and presentation.
PROBLEM DEFINATION
The first step in any marketing research is to define the problem. In defining the
problem, the researcher should take into account the purpose of study, the relevant
background information and the information needed.
To find out the presence of AIRCEL POP(Point of purchase) & Sinages products
in retail outlets of Dhanbad area and measures to improve it with compression of
competitors.
To assess the distribution on the basis of number of outlets covered, supply,
frequency of visits.
To find out retailers opinion in related to the life of POP (Point of purchase)
Material and life of hard visibility.
To find out replacement cycle of POP (Point of purchase) material of different
operators.
To find out who is take care of POP (Point of purchase) activity.
To find out retailers opinion in related to how company can make its presence
better on retail outlet.
To find out retailers point of view which display of retail visibility is most
durable.
RESEARCH DESIGN
We are using the descriptive research as we know the problem and by using this type
of research we are able to get information regarding the attitude of Aircel retailer
towards retail visibility. A research design is the arrangement of conditions for the
collection and analysis of data in a manner that aims to combine relevance to the
research purpose with economy in procedure. Research design can be classified into
three broad classes, exploratory, descriptive and casual. In this study descriptive
research was used. This is because descriptive research is essentially a fact and
finding approach related largely to the present and abstracting generalizations by
cross sectional study of current situation.
The research instrument which we are using in our research paper is a questionnaire.
Our questionnaire consists of open ended questions. This questionnaire translates the
information needed into a set of specific questions that the respondents have to
answer. The reason for using the direct method of interview was the accuracy of
personal interview. The filled questionnaire was later analyzed and interpreted to
draw conclusions.
SCALING TECHNIQUES:-
NOMINAL SCALE.
respondents.
SAMPLING TECHNIQUE: We are using Random & judgmental
sampling technique.
CONTACT METHOD: Personal Interview.
FIELD WORK:- Our field force consists of 1 MEMBER only and our field is
Dhanbad district in Jharkhand.
After the collection of data required, the statistical data have been analyzed in tabular
form so that it may systematically describe the characteristics of the variables. The
analyzed data is then represented by means of pie charts.
CHAPTER- 4
Maxis in INDONESIA
MAXIS IN INDIA
Maxis’ expansion into Indonesia and India is another milestone in our aspiration
to be the regional communications leader of choice. The acquisi-tion of a 51%
The initial launch phase encompasses 1,300 BTS, providing both 2G and 3G
services. NTS expects to have up to 480 employees by launch date and to
increase significantly upon launching. Maxis in India Maxis completed the
acquisition of a 74% stake in Aircel on March 21, 2006. Currently, Aircel has
operations in 9 of the 23 telecom circles of India - Chennai, Tamil Nadu, West
Bengal, Orissa, Assam, North East, Jammu and Kashmir, Himachal Pradesh and
Bihar. Aircel launched its services in Bihar and Himachal Pradesh in
December 2006 and also recently received the licenses to operate in the
remaining 14 telecom circles of India giving it the ability to become a pan-India
player.
As of 31st December 2006, Aircel serves more than 4.5 million subscribers with
a network comprising of almost 4,000 BTS. Aircel continues to be the market
leader in Tamil Nadu and Chennai circle.
Aircel’s network provides 3G and GPRS services, and is EDGE capable. Aircel
is also currently in the process of conducting 3G Trials across different cities in
India. In addition, Aircel is the first cellular operator in India to launch wireless
Internet services using WiMAX technology. It aims to immediately extend its
WiMax coverage to over 20 cities to serve enterprise broadband customers.
Over the next few quarters, India is expected to add new subscribers at the rate
of 5 to 6 million per month. India offers huge opportunities for Aircel given the
current low mobile penetrations levels as well as challenges in terms of its
geographic spread and low ARPU levels.
About Aircel
Type Private
Aircel began its outward expansion in 2005 and met with unprecedent -ed
success in the Eastern frontier circles. It emerged a market leader in Assam
and in the North Eastern provinces within 18 months of ope rations. Till
today, the company gained a foothold in 18 circles include -ing Chennai,
Tamil Nadu, Assam, North East, Orissa, Bihar, Jammu & Kashmir, Himachal
Pradesh, West Bengal, Kolkata, Kerala, Andhra Pradesh, Karnataka, Delhi,
UP(West), UP(East), Maharashtra & Goa and Mumbai.
The Company has currently gained a momentum in the space of tele- com in
India post the allocation of additional spectrum by the Depart -ment of
Telecom, Govt. of India for 13 new circles across India. These include Delhi
OUR PRESENCE
Divided int
DELHI BUSINESS SCHOOL, NEW DELHI 28
Telecom Circles & Metro districts are responsible for providing service to the
customers. There are 24 Telecom Circles and 2 Metro districts.
Metro Districts
COMPANY PRODUCTS
AIRCEL SERVICES
SERVICES
PRE-PAID POST-PAID
Any mobile service provider companies provide two types of facility for the
usages
1. PRE-PAID
2. POST-PAID
PRE-PAID:
PRE-PAID Define as a pre paid and then use. In this type customer purchases
the recharge coupons and other value added services card from retail shops and
then that can use. In the PRE-PAID if we have no sufficient balance then we
cannot make a call.
POST-PAID:
COLOUR SMS
CALLER RING BACK TONE
AIRCEL 55555 SERVICE
Music Stations:
Astrology
Jokes
Bollywood
News
Tips
Dictionary
Jokes
What’s more, activating this service is free and browsing the portal is charged
just @10p/10Kb.
Charges:
1. Airtel
2. Aircel
3. BSNL
4. Vodafone
5. Idea
6. Reliance
7. Tata indicom
8. MTNL
9. Virgin
10. Uninor
11. MTS
12. S Tel
13.Docomo
1. Basic services
2. Cellular services
Cellular Service
Overview
1. There are ten private service operators in each area, and an incumbent.
2. state operator. Almost 80% of the cellular subscriber base belongs to
the pre-paid segment.
3. The DoT has allowed cellular companies to buy rivals within the same
operating circle provided their combined market share did not exceed
67 per cent. Previously, they were only allowed to buy companies
outside their circle.
The MTNL, which was carved out of the Dot, took over the operation,
maintenance, and development of telecom services in Bombay and New Delhi.
The VSNL was set up to plan, operate, develop, and accelerate international
telecom services in India. The government created the corporate organizations
in orderto allows decision making autonomy and flexibility and facilitates
public borrowings that would not have been possible under a government
framework. However, policy formulation, regulation, and several key decision
areas remained with the DoT.
The government did not formally adopted any report.. Since 1997, there
were several statements in the media by key decision makers and the
Communications Minister calling for corporatization of the DoT.
The government’s view has been that a person from outside the ITS
cadre would be better able to oversee the corporatization of the DoT
since in the past senior management of the erstwhile DoT, mostly from
the ITS, had resisted any kind of change.
Areas like identifying the mechanisms for acquiring new core Capabili
-ties, developing appropriate incentives, and nurturing a climate in
which change could take place were lacking.
The
Telecommunications Regulatory Authority of India or TRAI (established in
1997) is the independent regulator established by the Government of India to
regulate the telecommunications business in India. Notwithstanding anything
contained in the Indian Telegraph Act, 1885, the functions of the Authority shall
be to-
(v) lay down the standards of quality of service to be provided by the service
providers and ensure the quality of service and conduct the periodical survey of
such service provided by the service providers so as to protect interest of the
consumers of telecommunication services.
(vi) lay down and ensure the time period for providing local and long distance
circuits of telecommunication between different service providers;
(vii) maintain register of interconnect agreements and of all such other matters
as may be provided in the regulations;
(c) Levy fees and other charges at such rates and in respect of such services as
may be determined by regulations.
(d) Perform such other functions including such administrative and financial
functions as may be entrusted to it by the Central Government or as may be
necessary to carry out the provisions of this act.
Provided that the recommendations of the Authority specified in the clause (a) of
this sub-section shall not be binding upon the CentralGovernment: Provided
further that the Central Govt shall seek the recommendations of the Authority in
respect of matters specified in sub-clauses (i) and (ii) of clause (a) of this sub-
section in respect of new license to be issued to a service provider and the
Authority shall forward its recommendations within a period of sixty days from
the date on which that Government sought the recommendations:
Provided also that the Authority may request the Central Government to furnish
such information or documents as may be necessary for the purpose of making
recommendations under sub-clauses (i) and (ii) of clause (a) of this sub-section
and that Government shall supply such information within a period of seven
days from receipt of such request:
Provided also that the Central Government may issue a license to a service
provider if no recommendations are received from the Authority within the
period of specified in the second provision or within such period as may be
mutually agreed upon between the Central Government and the Authority.
The Indian government has played a significant role in setting the stage for
growth in mobile telecommunications. Through the oversight of the Telecom
Regulatory Authority of India (TRAI), the government has made many changes
to regulations and policies to remove hurdles and spark growth. First, the Indian
government introduced the Unified Licensing Regime in 2003. This regime
allows operators to offer any service through the technology of their choice, in
any area in which they currently operate. Thus, all telecom services (including
voice, data, cable TV, and radio broadcasting) can now be delivered through a
single medium and are covered by a single license. Unified licensing shifted
operator behavior and caused operators to start focusing on converged services
and networks for cost efficiency – which, in turn, allows them to offer pricing
conducive to rapid growth. In addition, the Indian government has raised the
maximum foreign direct investment (FDI) limit from 49 percent to 74 percent in
Telecom Sector. The government also enacted the Access Deficit Charge (ADC)
policy, which requires that a share of call revenue be paid to the government to
assist in funding network expansion into rural areas.As of early 2005, several
regulations were imminent.
First, the launch of an “All India” license would give operators the right to
provide all forms of service throughout India with one license. This structure
would initiate the next phase of market consolidation, with the result likely
being five to six main players. The players would have greater scale which
Since its foundation in 1999 and the company has gone from strength to
strength and by late 2006, company served some 4 million subscribers in
Chennai, Tamil Nadu and Northern and Eastern India.
Aircel also established a world class 24*7 Soft Switch / IP Based Call Center
at Patna.
Aircel has recently been honored as the No.1 operator across all metro circles
for customer satisfaction by Voice and Data magazine’s survey in 2008.
Currently, Aircel has a marked presence in the North and North East circle of
the country including Rest of West Bengal, Orissa, Sikkim, Manipur,
Jammu and Kashmir, Himachal Pradesh and Bihar.
Aircel had acquired RPG Cellular in the Chennai circle in December, 2003,
and since then the cellular service provider has registered a whopping
117.8% growth in its subscriber base.
CUSTOMERS :our customers are our most valued assets. we will strive
to exceed their expectations at all time by providing them with superior
services that embody value, innovation, quality and care.
PEOPLE : our people are our greatest resources. we will attract, train and
retain the best.we will challenge them to develop their full potential in the
context of our company goals.
RESPECT : We will treat with respect & dignity all people we deal with.
Telecom service provider Aircel today said it plans to invest USD 1.4 billion
(over Rs 6,474 crore)this year on expending its Operations and become pan-
India GSM opreator by June.
We plan to invest USD 1.4 billion this year for expanding our networks and on
existing operations. By June 2010, we plan to have operations in all 23 telecom
circles in the country," Aircel Chief Operating Officer Gurdeep Singh told PTI.
Talking about the company's future investment plans, Singh said Aircel will
invest another USD 2.6 billion in the next two years (2011 and 2012).At present
the telco operates in 18 telecom circles across the country. It plans to launch its
service in the remaining circles of Haryana, Madhya Pradesh, Rajasthan, Gujarat
and Punjab by June, making it a pan-India operator.
Aircel is also aiming to triple its subscriber base to a record 100 million
users by 2012, said Aircel Director Sandip Das, who is also the Chief Executive
Aircel is at the fifth place among pure GSM operators, with a market share of
8.38 per cent after Bharti, Vodafone, Idea and BSNL.
FUTURE AHEAD
Aircel has a good future ahead, being one of the most dominant operator in
South India. The company has planned for investing a handsome amount of
money for developing the infrastructure in the near future. But the future
ahead is not going to be cakes walk for Aircel because telecom giants like
BSNL, Airtel, Vodafone, etc. are in front of it. The company needs to think
and take appropriate action for betterment.
With the pool of talented and hard working employees, it is not that tough for
Aircel to become one of the major players in telecom in the coming future.
CHAPTER- 5
ABOUT THE PROJECT
Introduction of the topic
RESEARCH PROBLEM
To find out the presence of AIRCEL POP & Sinages products in retail outlets
of Dhanbad area and measures to improve it with compression of
competitors.
To assess the distribution on the basis of number of outlets covered, supply,
frequency of visits.
To find out retailers opinion in related to the life of POP (Point of purchase)
Material and life of hard visibility.
To find out replacement cycle of POP (Point of purchase) material of
different operators.
To find out who is take care of POP (Point of purchase) activity.
To find out retailers opinion in related to how company can make its
presence better on retail outlet.
To find out retailers point of view which display of retail visibility is most
durable.
SCOPE OF STUDY
Review of literature:
Once the problem is identified, the researcher should undertake extensive
literature survey concerned with the problem. The review of related literature
involves the systematic identification, location and analysis of documents
containing information related to research problem. It enables us to know what
already has been done in the area of our problem. For this purpose, the
abstracting and indexing published or unpublished dissertations, journals and
bibliographies are the first place to go to. The researcher should also refer to
books, government documents, reports, conferences proceedings minutes
according to the need of problem. Especially the researcher should go through
the earlier studies if any conducted in similar problem area. The researcher
should search for a good library and be familiar with the services offered by the
library as well as the rules and regulations of it.
Sampling : It is almost impossible to study the whole population. The study of
the whole population requires a great deal of time, money and man power .
Therefore the study of population if not possible still it is impractic -able. The
solution to this problem is sampling. Sampling is the process by which an
individual, objects or events is selected and analyzed in order to find out
DATA COLLECTION
The task of data collection begins after a research problem has been defined and
research design plan chalked out. While deciding about the method of data
collection to be used for the study, the researcher should keep in mind two types
of data viz., primary and secondary. Primary data was collected for the study.
PRIMARY DATA
Primary data are those which are collected afresh and for the first time, and thus
happens to be original in character. The sources of primary data were from
Mobile connection sellers
Provision Stores /STD Booths
Other outlets that are selling mobile connections and RCV’s.
CHAPTER -6
SWOT ANALYSIS
Strength Weakness
Opportunity Threat
MARCHANDISE MATERIAL
Analysis : According to the below table, It can be seen that only 08 % of Aircel
Posters available in Outlets. In retail outlet maximum poster coverage is Uninor
19%, Airtel & Vodafone 16%. AIRCEL position is 5th
in the poster segment. We are found in 200 retail outlet.
POSTER
POSTER 43 86 78 86 36 96 67 31
OTHERS AIRCEL
6% 8%
IDEA
13%
AIRTEL
AIRCEL
16%
AIRTEL
RELIANCE
VODAFONE
UNINOR DOCOMO
19% UNINOR
RELIANCE IDEA
15%
OTHERS
DOCOMO
7% VODAFONE
16%
A4 SHEETER
A4SHEET 14 36 47 00 10 00 51 08
OTHER AIRCEL
5% 8%
AIRCEL
AIRTEL
IDEA AIRTEL
22%
31% RELIANCE
VODAFONE
DOCOMO
UNINOR
IDEA
UNINOR OTHER
0%
DOCOMO
6% RELIANCE
28%
VODAFONE
0%
DANGLER
DANGLER 45 84 67 38 12 42 38 24
OTHER AIRCEL
7% 13%
IDEA
11%
AIRCEL
AIRTEL
RELIANCE
UNINOR
AIRTEL VODAFONE
12%
24% DOCOMO
UNINOR
DOCOMO
3% IDEA
OTHER
VODAFONE
11%
RELIANCE
19%
Analysis : According to the below table, we are found in 200 retail outlet. It can
be seen that only 7% of Aircel other merchandiser material available in Outlets.
OTHER 18 76 18 45 18 32 18 21
Other Aircel
9% 7%
Idea
7%
Aircel
Airtel
Uninor Airtel Reliance
13% 32% Vodafone
Docomo
Uninor
Idea
Docomo
7% Other
Reliance
Vodafone 7%
18%
RETAIL VISIBILITY
What was the percentage of various telecom services provider Glow sign
board (GSB) in retail outlet in Dhanbad.
Analysis : According to the below table, we are found in 200 retail outlet. It can
be seen that only 9% of Aircel GSB available in Outlets. In retail outlet
GSB 18 42 26 19 22 36 24 24
Other Aircel
11% 9%
Idea Aircel
Airtel
11% Airtel
21%
Reliance
Vodafon
Docomo
Uninor
Uninor
17% Idea
Reliance
12% Other
Docomo Vodafon
10% 9%
Analysis : According to the below table, we are found in 200 retail outlet. It can
be seen that only 9% of Aircel Non-lit available in Outlets. In retail outlet
maximum Non-lit coverage is Airtel 18%, Vodafone 15%, Idea & Reliance
13%. AIRCEL position is 6th in the Non-lit category, it is last position in Non-lit
category.
GSB 23 45 32 38 26 24 33 26
Other Aircel
11% 9%
Idea Aircel
Airtel
13%
18% Airtel
Reliance
Vodafone
Docomo
Uninor
Uninor
10%
Idea
Reliance
Other
13%
Docomo
11%
Vodafone
15%
Analysis : According to the below table, we are found in 200 retail outlet. It can
be seen that only 9% of Aircel Flenge available in Outlets. In retail outlet
maximum Flenge coverage is Airtel 24%, Reliance 16%, Idea 15% , Vodafone
13%,. AIRCEL position is 6th in the Flenge category, it is last position .
FLENGE
Other Aircel
13% 9%
Aircel
Idea Airtel Airtel
15% 24% Reliance
Vodafone
Docomo
Uninor
Idea
Uninor
Other
10%
Docomo
0% Reliance
16%
Vodafone
13%
OTHER VISIBILITY
Analysis: It can be seen that majority of retailers say that maximum mobile
operators replace the POP(Point of purchase) material within a week one’s time
or 4 to 5 days. In maximum retail outlets space is less so merchandiser paste on
another company POP(Point of purchase) material.
Analysis: It can be seen that majority of retailers say that maximum mobile
operators display 2-3 POP material, but some new company displayed more then
3-4 POP material.
Analysis: It can be seen that majority of retailers say that, Sinages is most
durable then POPs. Because in the retail outlet space is less so other company
merchandisers replace the POPs material so the Sinages is more durable than
POPs.
Analysis: It can be seen that majority of retailers say that, life of hard visibility
is more than One year.
Analysis: It can be seen that full majority of retailers say that, merchandiser
takes care of POP (Point of purchase) activity but sometime in the long time
absence of merchandiser FOS will do this work but in rare case.
Analysis: It can be seen that full majority of retailers say that, through better on
shop and in shop branding through can make its presence better on retail outlet.
CHAPTER- 7
RECOMMENDATIONS & SUGGESTIONS:-
CHAPTER- 8
CONCLUSION
I have found that most of retail outlet hard visibility of Aircel is absence.
There should must be better visibility for awareness of tariff plan and new
scheme of company..
Some of the Merchandisers are not working their labor best for increasing
the revenue of the company.
The products and scheme are not aware the easily in retail outlet.
LIMITATIONS:
No study is free from the limitations, so does ours. There are many
limitations that we encountered during the course of our study and
research process.
Some question regarding the other company depends on the mood of the
respondent and at the time during which they were interviewed.
CHAPTER- 9
BOOKS:
WEBSITES:-
(1) www.google.com
(2) www.aircel.co.in
(3) www.answers.com
(4) www.wikipedia.org
(5) www.trai.gov.in
(6) www.ibef.com
(7) www.scribd.com
Q7. In your view which brands retail visibility is better ? (Rank them)
a). Aircel b). Airtel c). Vodafone d). Docomo e).Uninor f ).
Reliance g). Idea e). Others
Q8. According to you, how company can make its presence better on retail
outlet ?
a)Through better on shop branding
b).Through better in shop branding,
c). Both (a) and (b), d). Neither (a) nor (b).
S.N Company Poster Leaflet A4 Danglr Others G.S.B/In Non Flenge Other
. Name Sheeter -shop - lit
1. Aircel
2. Airtel
3. Reliance
4. Vodafon
e
5. Docomo
6. Uninor
7. Idea
8. Others