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PROJECT GUIDE
1. Executive Summary
2. Acknowledgement
3. Methodology
4. Indian Telecom Market
5. Sector Outlook
6. Company Background
7. Distribution Network
8. Selection of Dealers
9. Service Network
10. Company Background(Hutch)
11. Distribution Network
12. Selection Of Dealers
13. Service Network
14. Questionnaires
15. Data analysis
Executive summary
This project aims to study the distribution channels, sales network and service
patterns of the telecom sector through an analytical and comparative study of tw
o
leading companies-Bharti Airtel Limited. & Vodafone Ltd. The project also tries
to bring out the shortcomings, if any, in the present system and thus recommends
suggestions to improve the same. The project also gives insights into the variou
s
financial terms, norms of the sales and service departments as per the guideline
s of
the telecom industry.
The project was designed after detailed discussion with the company officials on
three parameters i.e. distribution network, service network and sales functionin
g.
The project also includes the insights given by the dealers and officials of the
company.
Firstly, the project discusses the distribution network of the two companies and
the
functions carried out by the channel members. Bharti Airtel Limited being the
largest services provider in India definitely has a wider reach and more number
of
dealers than vodafone.
The project also covers the financial terms of the company with the dealers and
that of the dealers with the customers.
Secondly, the project discusses the sales functioning of the two companies, whic
h
includes aspects such as the hierarchy of the sales department prevalent in the
company; the responsibilities and functions of the sales force, their performanc
e
appraisal structure etc.
Finally the project covers the service network of the two companies which deals
with the after sale services and their effectiveness provided by both the compan
ies
and various complaints and queries are handled by them.
Acknowledgements
We are very thankful to the entire dealer, service, and sales network of Bharti
Airtel Limited and Vodafone Limited for their cooperation, without which
completion of this project would not have been possible.
We are extremely grateful to for sharing with us all the details of the project
and
providing us with valuable insights about sales, distribution & servicing functi
on.
We would like to thank them for the patience shown by them and being of such a
great help to all our queries.
We would also like to express our gratitude towards our professors Maninder
Singh, for giving us an opportunity to do this project on sales and distribution
and
for being the guiding light through the completion of this project.
Methodology
The objective of this project on sales and distribution is to do an analytical a
nd
comparative study of the sales, service and distribution function of two players
from the chosen business sector.
The business sector chosen for this purpose is the fast growing telecom sector,
and
the players chosen for study from this sector are:
Bharti Airtel Limited
Vodafone Limited
INFORMATION SOURCES
PRIMARY DATA SOURCES
.
VODAFONE, FRANCHISEE
.
VODAFONE AUTHORISED DEALERS
.
BHARTI AIRTEL LIMITED Territory Sales Manager
.
AIRTEL AUTHORISED DEALERS, FRANCHISEE
India is the fifth largest telecom services market in the world; $17.8 billion
revenues in FY 2005
Industry grew by about 36% in FY 2005 over FY 2004
The Indian telecom market size of over $8.3 billion is expected to treble
itself by year 2011-2012, according to Ernst & Young. "The Indian telecom
market size of over $8.3 billion is expected to treble itself by financial year
2012. Thus there is a significant opportunity for telecom players.
Telecom market has grown at about 25% p.a. over the last 5 years
Wireless segment subscriber base grew at 85% p.a.: fixed line segment at
about 10% p.a.
STRUCTURE
The Indian telecom market has both public and private sector companies
participating:
Public sector has over 60% market share, down from 90% in 2000
Private companies have added subscribers at a CAGR of 192% since 2000
Mobile operators have deployed both CDMA ( 16 million users) and GSM
(55 million users) wireless networks
Value added service features constitute 10% of revenue today (2 % in 2001)
POLICY
Bharti Airtel
Bharti Airtel formerly known as Bharti Tele-Ventures Limited (BTVL) is
among India's largest mobile phone and Fixed Network operators. With
more than 60 million subscriptions as of 13th February 2008. It offers its
mobile services under the Airtel brand and is headed by Sunil Mittal. The
company also provides telephone services and Internet access over DSL in
14 circles. The company complements its mobile, broadband & telephone
services with national and international long distance services. The
company also has a submarine cable landing station at Chennai, which
connects the submarine cable connecting Chennai and Singapore. The
company provides reliable end-to-end data and enterprise services to the
corporate customers by leveraging its nationwide fiber optic backbone, last
mile connectivity in fixed-line and mobile circles, VSATs, ISP and
international bandwidth access through the gateways and landing station.
Airtel is the largest cellular service provider in India in terms of number of
subscribers. Bharti Airtel owns the Airtel brand and provides the following
services under the brand name Airtel: Mobile Services (using GSM
Technology), Broadband & Telephone Services (Fixed line, Internet
Connectivity(DSL) and Leased Line), Long Distance Services and
Enterprise Services (Telecommunications Consulting for corporates).
Leading international telecommunication companies such as Vodafone and
SingTel held partial stakes in Bharti Airtel.
In April 2006 Bharti Global Limited was awarded a telecommunications
licence in Jersey in the Channel Islands by the local telecommunications
regulator the JCRA. In September 2006 the Office of Utility Regulation in
Guernsey awarded Guernsey Airtel with a mobile telecommunications
licence. In May 2007 Jersey Airtel and Guernsey Airtel announced the
launch of a relationship with Vodafone for island mobile subscribers. In July
2007, Bharti Airtel signed an MoU with Nokia-Siemens for a 900 million
dollar expansion of its mobile and fixed network. In August 2007, the
company announced it will be launching a customized version of Google
search engine that will provide an 'array of services' to its broadband
customers.
In March 2008, Bharti Airtel will leverage the expertise of Singtel to roll out
third generation services in Sri Lanka. This is because Singapore-based
Asian telecom major Singtel, which owns a little over 30% in Bharti Airtel, is
a major player in the 3G space as it has already third generation networks
in several markets across Asia
Recently Sunil Bharti's Airtel launched its calling card in America specially
for the NRI (Non-resident Indians) and people calling from America to India
at a cheaper rate as compared to the tariff offered by other providers.
On February 12, 2007 Vodafone sold its 5.6% stake in AirTel back to AirTel
for US $1.6 billion; and purchased a controlling stake in rival Hutchison
Essar.
Bharti Airtel is one of India's leading private sector providers of
telecommunications services based on an aggregate of 59,627,937
customers as on January 31, 2008, consisting of 57,417,625 GSM mobile
and 2,210,312 broadband & telephone customers.
The businesses at Bharti Airtel have been structured into three individual
strategic business units (SBU s) -mobile services, telemedia services
(ATS) & enterprise services. The mobile services group provides GSM
mobile services across India in 23 telecom circles, while the ATS business
group provides broadband & telephone services in 94 cities. The enterprise
services group has two sub-units -carriers (long distance services) and
services to corporates. All these services are provided under the Airtel
brand.
Company shares are listed on The Stock Exchange, Mumbai (BSE) and
The National Stock Exchange of India Limited (NSE).
Telecom giant Bharti Airtel is the flagship company of Bharti Enterprises. The
Bharti Group has a diverse business portfolio and has created global brands in t
he
telecommunication sector. Bharti has recently forayed into retail business as Bh
arti
Retail Pvt. Ltd. under a MoU with Wal-Mart for the cash & carry business. It has
successfully launched an international venture with EL Rothschild Group to expor
t
fresh agri products exclusively to markets in Europe and USA and has launched
Bharti AXA Life Insurance Company Ltd under a joint venture with AXA, world
leader in financial protection and wealth management.
Airtel comes to you from Bharti Airtel Limited, India s largest integrated and the
first private telecom services provider with a footprint in all the 23 telecom c
ircles.
Bharti Airtel since its inception has been at the forefront of technology and ha
s
steered the course of the telecom sector in the country with its world class pro
ducts
and services. The businesses at Bharti Airtel have been structured into three
individual strategic business units (SBU s) -mobile services, broadband &
telephone services (B&T) & enterprise services. The mobile business provides
mobile & fixed wireless services using GSM technology across 23 telecom circles
while the B&T business offers broadband & telephone services in 94 cities. The
Enterprise services provide end-to-end telecom solutions to corporate customers
and national & international long distance services to carriers. All these servi
ces
are provided under the Airtel brand.
BUSINESS DIVISIONS
Bharti Airtel offers GSM mobile services in all The group offers high speed broa
dband internet
the 23-telecom circles of India and is the with a best in class network. With La
ndline
largest mobile service provider in the country, services in 94 cities we help yo
u stay in touch
based on the number of customers. with your friends & family and the world.
The dealer should be in regular touch with the customer, keep taking his feedbac
k
and ensure maximum customer satisfaction. The dealer should also try and
convince the customer to try newer product s of the company.
The dealer has to thus cater to 3 major areas:
Pre sale
Selling
Post sale services
SALES KIT:
A dealer should carry the following in his sales kit:
.
All products leaflets (adequate quantities)
.
List of prospects with their addresses
.
Information about the competition in the market
.
Price list of APL products and corresponding prices of competitor products
.
Shade cards
PERFORMANCE APPRAISAL
For the dealers-
Airtel involves both external and internal agencies which conduct this survey on
a
monthly basis.
MARGINS
The company gives margins at the time of sale of the product. The margin varies
according to the type of the product.
PROMOTIONAL ACTIVITIES
Airtel actively supports its cannel members with promotional activities.Airtel h
elps
performing these activities on a daily basis ..Further these are divide in to di
fferent
levels which are
Zonal level-zonal staff is involved in this. These include various kinds of road
shows.
Circle level-This has the FM radio and local news papers.
National level-National dailies, cricket match sponsorships,tele media
Airtel collects feedback from its channel members on a daily basis.
Airtel rates/ranks its channel members on aspects such as 1)Dealers efficiency
2)Timely payment 3)Transporters behaviour an excellent and strongly believes tha
t
they are the best because of their channel members.
Airtel had market surveys with respect to their channel members and general
market surveys.
Company Background
Vodafone limited
Prepaid Outlets
Want to go Hutch and stay connected anytime, anywhere? Just visit a Hutch
outlet in your neighborhood and choose from a range of affordable Postpaid or
Prepaid connections.
VODAFONE Shops
Whether you're looking for a new vodafone connection, or a fresh handset,
you'll find it here. You can also subscribe to any of our value added services o
r
get more information on them. Pay your bills, get your queries answered, and
lots more.
Hutch Shops are located at very convenient locations around the country.
Select your region to find one near you.
Mobile Vodafone Shops
Vodafone Shops are going on the move, to bring our services closer to you
and to provide faster online service, right at your doorstep. You can visit a
Mobile vodafone Shop near you for:
Individual bronze I B
Individual bronze I B
C O C P
Individual silver I S
Individual silver I S
co. owned co. paid
Individual gold I G
Individual gold I G
C O I P
Individual platinum I P
Individual platinum I P
co. owned indvl. Paid
Questionnaire
(Sales and Marketing department)
1. What type of sales organisation structure do you possess?
2. What are the various channel structures in which you operate?
3. What are the various criterion/terms and conditions of selecting your
channel members?
4. What is the average Inventory Size you keep?
5. What is the average Order Cycle time?
6. What
are the various modes of transportation adopted and cost
incurred?
7. What are the methods of measurement and frequency of providing
appraisals to channel members?
8. What are the modes of
by which you receive your payments:
i) Advance payment ii) Payment on Delivery iii) Credit
payments
9. In case you provide the credit period, what is the time limit?
i) upto15 days ii) 15-30 days iii) >30 days.
10.
How frequently do you collect the feedback from your Channel
members?
i) Weekly ii) Quarterly iii) Monthly
11.
How will you rate and rank the following aspects of your
Channel Members:
Excellent Very
good
Good Fair Poor
Dealer s
Efficiency
Timely
payment
Transporters
behavior
12. What are the margins you provide to your Channel Members?
13.
How do you assign targets to your sales personnel s and what
type of targets?
14.
Do you support your Channel Members by promotional
activities?
a)YES b)NO
If Yes, i) Number of Promotions.
ii) Timing of Promotions.
iii) Quantity of Promotions.
Customers
Channel Members
General market survey
16. i) What type of market research was it?
What was your budget?
17. How frequently you go for market research?
Name of Respondent:
Name of Organisation:
Designation:
Address: .
Tel. No.: .
THANK YOU
Questionnaire
(For Dealer s/Retailer s/Franchisee)
1) What are the different brands which you keep in stock?
2) Which brand is most asked by the customers
CONSUMER QUESTIONNAIRE
Q.1 How do you rate these connections in terms of Network ?
V.Good Good Neutral Bad V.Bad
Vodafone 1 2 3 4 5
Airtel 1 2 3 4 5
Q.2 How do you rate these connection in terms of availability ?
V.Good Good Neutral Bad V.Bad
Q.3 How do you rate these connection in terms of call rate?
V.Good Good Neutral Bad V.Bad
Q.4 How do you rate their After Sales Services ?
V.Good Good Neutral Bad V.Bad
Q.5 What do you think about employee s behavior ?
V.Good Good Neutral Bad V.Bad
Vodafone 1 2 3 4 5
Airtel 1 2 3 4 5
Vodafone
Airtel
1
1
2
2
3
3
4
4
5
5
Vodafone 1 2 3 4 5
Airtel 1 2 3 4 5
Vodafone 1 2 3 4 5
Airtel 1 2 3 4 5
Q.6 How do you rate these connection in terms of customer care services ?
V.Good Good Neutral Bad V.Bad
Vodafone 1 2 3 4 5
Airtel 1 2 3 4 5
PERSONAL DETAILS
NAME: ________________________________
AGE: ______
OCCUPATION: _________________________
MARITAL STATUS: _____________________
ANALYSIS
Rating of Airtel in terms of network
0
20
40
60
80
100
120
1 2 3 4 5
VBAD
BAD
NEUTRAL
GOOD
EXCELLENT
V.BAD BAD NEUTRAL GOOD EXCELLENT
Rating of Vodafone in terms of network
0
10
20
30
40
50
60
70
80
90
1 2 3 4 5
VBAD
BAD
NEUTRAL
GOOD
EXCELLENT
V.BAD BAD NEUTRAL GOOD EXCELLENT
Rating of Airtel in terms of availability
0
20
40
60
80
100
120
1 2 3 4 5
VBAD
BAD
NEUTRAL
GOOD
EXCELLENT
V.BAD BAD NEUTRAL GOOD EXCELLENT
Rating of Vodafone in terms of availability
0
10
20
30
40
50
60
70
80
90
100
1 2 3 4 5
VBAD
BAD
NEUTRAL
GOOD
EXCELLENT
V.BAD BAD NEUTRAL GOOD EXCELLENT
Rating of Airtel in terms of call rates
0
10
20
30
40
50
60
70
80
90
1 2 3 4 5
VBAD
BAD
NEUTRAL
GOOD
EXCELLENT
V.BAD BAD NEUTRAL GOOD EXCELLENT
Rating of Vodafone in terms of call rates
0
10
20
30
40
50
60
70
80
90
100
1 2 3 4 5
VBAD
BAD
NEUTRAL
GOOD
EXCELLENT
V.BAD BAD NEUTRAL GOOD EXCELLENT
Rating of Airtel in terms of after sales services
0
10
20
30
40
50
60
70
80
90
1 2 3 4 5
VBAD
BAD
NEUTRAL
GOOD
EXCELLENT
V.BAD BAD NEUTRAL GOOD EXCELLENT
Rating of Vodafone in terms of after sales services
0
20
40
60
80
100
120
1 2 3 4 5
VBAD
BAD
NEUTRAL
GOOD
EXCELLENT
V.BAD BAD NEUTRAL GOOD EXCELLENT
Rating of Airtel in terms of employees behaviour
0
10
20
30
40
50
60
70
80
1 2 3 4 5
VBAD
BAD
NEUTRAL
GOOD
EXCELLENT
V.BAD BAD NEUTRAL GOOD EXCELLENT
Rating of Vodafone in terms of employees behaviour
0
20
40
60
80
100
120
1 2 3 4 5
VBAD
BAD
NEUTRAL
GOOD
EXCELLENT
V.BAD BAD NEUTRAL GOOD EXCELLENT
Rating of Airtel in terms of Customer Care services
0
10
20
30
40
50
60
70
80
90
100
1 2 3 4 5
VBAD
BAD
NEUTRAL
GOOD
EXCELLENT
V.BAD BAD NEUTRAL GOOD EXCELLENT
Rating of Vodafone in terms of Customer Care services
0
10
20
30
40
50
60
70
80
90
1 2 3 4 5
VBAD
BAD
NEUTRAL
GOOD
EXCELLENT
V.BAD BAD NEUTRAL GOOD EXCELLENT