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JVIRAHYAS@GMAIL.COM
TITLED MARKET ANALYSIS OF TELECOM SECTOR IN PRE-PAID CASH CARD RETAILING Submitted in partial fulfillment for the Award of degree of Master of Business Administration
Submitted By:2
Submitted To:
xxxxxx
2009-2011
DEEPSHIKHA COLLEGE OF TECHNICAL EDUCATION,JAIPUR
DECLARATION
I Xxx xxx declares that the project report titled MARKET ANALYSIS OF TELECOM SECTOR IN PRE-PAID CASH CARD RETAILING is based on my project study. This project report is my original work and this has not been used for any other purpose anywhere.
PREFACE
Indian industry is waking up to the challenges thrown in by market economy, policies and globalization. To survive in this highly competitive scenario, heavy emphasis is laid on getting to know the customers basic needs and keeping abreast with the latest technology. The collective efforts of both assume relevance in this context. Knowledge of market is essential for the development of the product. The needs of the consumers change very often and so the companies are forced to incorporate these changes within themselves. This point becomes more important for an organization that is acquiring a brand that is considered as a regional brand, OASIS the voice of Rajasthan. The present study attempts to capture the economics of telecom prevalence in Jaipur with a view to facilitate increased and value added services to the customers. The main purposes of the project are following: To study the market players in telecom in Jaipur. To find out the most preferred brand in the market. To know the awareness level of consumers about Airtel.
ACKNOWLEDGEMENT
I express my sincere thanks to my project guide, Mr. J. Virahyas for guiding me right form the inception till the successful completion of the project. I sincerely acknowledge her for extending their valuable guidance, support for literature, critical reviews of project and the report and above all the moral support She had provided to me with all stage of this project. Iwould also like to thank the supporting of all the company department,especially for the Mr.suresh kumar swami for their help and cooperation throughout our project.
EXECUTIVE SUMMARY
The project is an extensive report on how the Airtel company markets its strategies and how the company has been able in tackling the present tough competition and how it is cooping up by the allegations of the quality of its products. The report begins with the history of the products and the introduction of the Airtel company. This report also contains the basic marketing strategies that are used by the Airtel company of manufacturing process, technology, production policy, advertising, collaboration, export scenario, future prospect and government policies. The report includes some of the key salient features of market trend issues. In todays world of cut throat fierce competition, it is very essential to not only exist but also to excel in the market. Todays market is enormously more complex. Hence forth, to survive in the market, the company not only needs to maximize its profit but also needs to satisfy its customers and should try to build upon
CONTENTS
S.no. 1. Particulars Introduction to the Industry 1.1 Indian Cellular Market - Earlier Roadblocks & Their Resolution 1.2 Developments In The Cellular Industry 1.3 Future Trends And Development 2. 1.4 Regulatory Issues Introduction to the Organization 2.1 Bharti Group 2.2 Management Structure 2.3 Bhartis Vision 2.4 Core Value of Bharti 2.5 Business Strategy 2.6 Mobile Strategy 2.7 Competitive Strength 2.8 Mobile Division 2.9 Network 2.10 Achievements 2.11 Awards And Recognition 3. Research Methodology 3.1 Title of the Study 3.2 Duration of the Project 3.3 Objectives of Study 3.4 Type of Research 3.5 Sample Size and method of selecting sample 3.6 Scope of Study 3.7 Limitation of Study 4. Facts and Findings 8 31 64 27 30 9 26 Pages 18
5. 6. 7. 8. 9. 10.
Analysis and Interpretation SWOT ANALYSIS Conclusion Recommendation and Suggestions Appendix Questionnaire Bibliography
1. INTRODUCTION TO INDUSTRY
In the early 1990s, the Indian government adopted a new economic policy aimed at improving India's competitiveness in the global markets and the rapid growth of exports. Key to achieving these goals was a world-class telecom infrastructure. In India, the telecom service areas are divided into four metros (New Delhi, Mumbai, Chennai and Kolkatta) and 20 circles, which roughly correspond to the states in India. The circles are further classified under "A," "B" and "C," with the "A" circle being the most attractive and "C" being the least attractive. The regulatory body at that time the Department of Telecommunications (DOT) allocated two cellular licenses for each metro and circle. Thirtyfour licenses for GSM900 cellular services were auctioned to 22 firms in 1995. The first cellular service was provided by, Modi Telstra in Kolkatta in August 1995. For the auction, it was stipulated that no firm can win in more than one metro, three circles or both. The circles of Jammu and Kashmir and Andaman and Nicobar had no bidders, while West Bengal and Assam had only one bidder each. In 1996, the Telecom Regulatory Authority of India (TRAI) bill was introduced in the Lok Sabha, and the president officially announced the TRAI ordinance on 25 January 1997. The government decided to set up TRAI to separate regulatory functions from policy formulation, licensing and telecom operations. Prior to the creation of TRAI, these functions were the sole responsibility of the DOT. High license fees and excessive bids for the cellular licenses put tremendous financial burden on the operators, diverting funds away from network. As a result, by 1999 many operators failed to pay their license fees and were in danger of having their licenses withdrawn. In March 1999, a new telecom policy was put in place (New Telecom Policy [NTP] 1999). Under this new policy, the old fixed-licensing regime was to be replaced by a revenue-sharing scheme whereby between 8-12 percent of cellular revenue were to be paid to the government.
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Problems in Financial closures due to: Licensing tenure of 10 years Large up front cash requirements from promoters due to heavy license fee burden in initial stages of deployment Asset based financing approach by Indian Financial Institutions. Licensing tenure increased from 10 to 20 years Large up front cash requirements for license fee payments mitigated with migration to revenue sharing mode allowing promoters to deploy more capital for capital expenditure; project financing being considered by most financial institutions. Foreign ownership / change of partner limitations Foreign ownership norms clarified, and change of partners allowed as a matter of routine allowing ease of entry / exit - paves the way for full control of businesses by foreign companies. Inadequate growth of market / subscribers Roadblocks spelt out earlier resulted in low market / subscriber growth, but with corrective measures taken, market / subscriber base expected to zoom.
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In 2000, Telecom Malaysia sold its stake in Usha Martin Telecom, and both Shinawatra of Thailand and Bezeq exited from Fascel. In June 2001, British Telecom exited from Bharti Cellular. Bell South International has also indicated its intention to pull out from Skycell Communications, and Hong Kong-based Distacom is seeking to sell its stake in Spice Communications. First Pacific's (based in Hong Kong) continued commitment to Escotel is uncertain, and the former is reviewing various options. The string of sell-outs notwithstanding, there has been a merger and acquisition wave sweeping across the Indian cellular industry in recent years. Hong Kong-based Vodafoneison Whampoa, via Vodafoneison Telecommunications (HK), acquired major stakes in Sterling Cellular (December 1999), Usha Martin Telecom (mid-2000) and Fascel (September 2000). Through a partnership with local company, Kotak Mahindra Finance, Vodafoneison Whampoa practically controls Fascel and Usha Martin Telecom, thus circumventing the 49 percent limit on foreign ownership in Indian cellular operators. Vodafoneison Whampoa is also the controlling shareholder of Vodafoneison Max Telecom. Not to be outdone, Bharti Enterprises another major cellular player acquired control of JT Telecom, which was later renamed Bharti Mobile (December 1999), and Skycell Communications renamed Bharti Mobinet (August 2000). Bharti also acquired the Punjab license of Essar and started operations, giving competition to the lone operator there, Spice Communications. Going forward, Bharti is likely to merge all its cellular companies into one entity. Five companies together bid Rs16.3 billion to bag the licenses for the fourth operator slots in four metros and 13 circles. Bharti emerged as the No. 1 bidder with eight new licenses, followed by Escotel with four, Vodafoneison with three, and Reliance and Idea cellular with one each. Bharti and Vodafoneison have already commenced operations in all the circles while Idea is set to launch in Delhi. Escotel and Reliance have not made any headway. BHARTI, the third cellular operator for Delhi and Mumbai, started services in March 2001. BSNL, as the third nationwide cellular operator, launched services in Kolkatta and Bihar in January 2002. This was followed by Tamil Nadu in July 2002. A nationwide launch was scheduled for 2 October 2002. However, this has been postponed until after mid October. Once BSNL rolls out its service, most telecom circles will have four cellular operators. 14
There will be tremendous competitive pressure, which will result in lower tariffs. Future rate cuts are expected, which will drive demand, together with falling handset prices and the introduction of prepaid services. In the midst of declining interest in technology stocks, Bharti came out with its long-awaited initial public offering (IPO) in January 2002. Leveraging on the success of its cellular service, the company got a very good response from the primary market. The total size of the IPO was 185 million shares at a floor price of Rs10. The issue was oversubscribed by more than 2.5 times, netting Rs8.3 billion. This will be used to fuel its investment in long-distance, basic and cellular services. As of October 2002, only BPL Mobile has launched commercial general packet radio service (GPRS) in Mumbai. However, large-scale uptake remains elusive. While both Bharti and Idea have GPRS-enabled networks, there is caution on their part to launch the service. With hardly any applications, the success of GPRS remains a question. Building visibility and awareness Deviating from competing on the price platform, cellular operators are actively promoting their brand and service portfolio through high-visibility advertising and promotional campaigns. Cellular operators like Bharti, Orange and BPL Mobile have been advertising aggressively on hoardings and kiosks. Public transport like the city rail system and cabs are used widely to carry the message of mobility. Customer-focused activities are gaining traction among cellular operators with the establishment of longstanding consumer benefit programs. Orange in Mumbai offers "Orange Holidays" and "Orange Monsoon Offers" at very attractive rates and added benefits like discounts on airfare, food and beverages, among others. Others offer special privileges in retail outlets, cinemas and music shops. Enterprise mobile applications promising revenue stream All along, customer acquisition and the top line have been the focus. Few operators have concentrated on offering differentiated services for businesses. However, as operators realize that offering basic voice and Short Message Service (SMS) will get them the numbers but not the margins, some are now seriously looking at the enterprise segment for provisioning superior services. 15
Cost-centered solutions like closed user group (CUG), value-adds like unified messaging and instant alerts are being offered. A variety of mobile applications are finding takers among the enterprise segment. Bharti is in the process of introducing a facility to fleet management companies so that they can improve the efficiency of trucks or buses by tracking movement and ensuring higher-use, accurate route planning. Premium automakers are also installing a global system for mobile communications inside a vehicle to help trace lost vehicles and track down stolen cars. Corporations can choose enhanced services like user-defined call routing to prevent misuse. Calls can be barred, limiting access to select numbers and diverting calls to one single number. Broadcasting services are also quite popular, especially among fast food centers that have a central number. Group SMS is quite popular, especially among enterprises both in the service as well as the fast-moving consumer goods (FMCG) segment that have a large field force and need to provide regular updates on inventory status, discount schemes and movement of goods from warehouse to the retail outlet. Banks too find bulk SMS service very useful to forward transactional alerts to their customers.
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Limited mobility wireless in local-loop services (by fixed network service providers) will be a disadvantage for cellular operators in the short term. Consequently, operators need to streamline their customer relation activities and adopt aggressive subscriber acquisition and retention strategies.
September 1994 Guidelines for private sector participation in basic services November 1994 Cellular licenses issued for metros December 1994 Tenders for cellular licenses in 19 cities apart from 4 metros January 1995 August 1995 January 1996 Tenders for 2nd operator in basic services apart from DoT on circle basis. VSNL launches Internet services TRAI formed
The National Telecom Policy of 1994 document, which laid out broad policy guidelines rather than a series of action points. Like other policies, it sought to achieve the impossible in finite time like improve quality of service and its availability, wide coverage (a phone in every 17
village), at reasonable rates, etc. The targets in quantifiable terms were installation of 9.5mn additional lines, telephone on demand by 1997, and a PCO pop of 500. The Eighth Plan had also allowed private operators in value added services. To facilitate licensing, the nation was divided into 20 circles (akin to a state) for basic and 21 circles for cellular telephony. Mumbai falls in Maharashtra circle and Delhi in itself a circle. The basic premise on which competition has been introduced is that every circle will have one private operator apart from DoT/ BHARTI for basic and two operators for cellular. DoT/ BHARTI have the option to become the third cellular operator in future. Government did not achieve most of its stated targets. The basic theme, which was broadening the reach of telephony in India, has not been met. Even liberalization policies were not implemented properly. The regulator TRAI was set up after delays and confusion and even after its creation, DoT continued to fight with it in courts. It was also affected by the resource crunch, and financing options like BOT, BOOT and BOLT was not used at all. The major policy direction it showed was to allow private sector entry in both basic and value added services. The intention, though noble failed to achieve its goals because of improper implementation, the economic costs are still borne by the end user.The telecom sector has witnessed some fundamental structural and institutional reforms in the past decade. telecom equipment manufacturing was completely deregulated in 1991. Value-added services (including cellular services) were thrown open to private sector participation in 1992. An independent telecom regulatory Authority of India was set up in 1997. A new Policy for Internet Service Policy Providers (ISPs) was announced in 1998 allowing independent service providers to enter the sector ending the earlier monopoly of VSNL. Reorganization of DoT, separating policymaking function and service provision and corporatization of DoT's operational network are two major institutional reforms, which need to be implemented.
Bharti Enterprises has been at the forefront of technology and has revolutionized telecommunications with its world class products and services. Established in 1976, Bharti has been a pioneering force in the telecom sector with many firsts and innovations to its credit. Bharti provides a range of telecom services, which include Cellular, Basic, Internet and recently introduced National Long Distance. Bharti also manufactures and exports telephone terminals and cordless phones. Bharti is the leading cellular service provider, with a footprint in covering all four metros. It has over eight million satisfied customers.
JOINT VENTURES
Bharti has many joint ventures with world leaders like Singtel (Singapore Telecom); Warburg Pincus, USA; Telia, Sweden; Asian infrastructure find, Mauritius; International Finance Corporation, USA and New York Life International, USA. Bharti Tele-Ventures Limited was incorporated on July 7, 1995 for promoting investments in telecommunications services. Its subsidiaries operate telecom services across India. Bharti Tele-Ventures is India's leading private sector provider of telecommunication services based on a strong customer base consisting of approximately 8.37 million total customers which constitute, approximately 17.67 million mobile and approximately 2704,000 fixed line customers, as of June 30, 2004Bharti Tele-Ventures current businesses include
Mobile services Fixed-line National and international long distance services VSAT, Internet services and network solutions
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The group has been structured to create functional and operational specialization with a linear vision of business lines and functional areas. The Company is headed by Chairman and Group Managing Director- Sunil Bharti Mittal who is assisted by two Joint Managing Directors- Akhil Gupta and Rajan Bharti Mittal. The Company also has two Presidents- President Mobile Services and President Infotel Services, this responsibility includes Fixed-line, Long Distance and Broadband Services. The Presidents report to the Group Chairman and Managing Director. The head of units and Strategic Business Units (SBU) report to the respective business's President.
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PROFILE OF THE COMPANY Historical prospective of Bharti Airtel:Sunil Bharti Mittal:Chairman& Managing Director since October 2001 Board director since: July 1995 Age: 50 years Sunil Bharti Mittal is the Chairman & Managing Director of Bharti Airtel Ltd. Head quartered at New Delhi, India. Bharti Airtel, Indias leading private integrated telecom company has been at the forefront of the Telecom revolution and has transformed the telecom sector with its world-class services built on leading edge technologies. Bharti has been a pioneering force in the telecom sector and today enjoys a strong nationwide presence. Sunil started his career at a young age of 18 after graduating from Punjab University in India and founded Bharti, with a modest capital, in the year 1976. Today, at 50 he heads a successful enterprise, amongst the top 5 in India, with a market capitalization of over US$ 40 billion and employing over 30,000 people. Bharti has grown successfully in partnership with various leading companies of the world Singapore Telecom, Vodafone, Warburg Pincus, British Telecom to name a few. The other businesses in the group are consumer electronics (Bee tel), life insurance with AXA of France (Bharti AXA), and a joint venture with the Rothschild group to develop Indian horticulture and export fruits and vegetables to the world (Field Fresh) Bharti has recently entered into a JV with Wal-Mart for setting up supply chain, logistics and cash and carry to support the burgeoning retail market in India. Sunil is an alumnus of Harvard Business School, MA, USA. Sunil has been conferred one of the highest civilian award Padma Bhushan. Sunil has been conferred the degree of Doctor of Science (Honoris Causes) by the G B Pant University of Agriculture & Technology. Sunil is an Honorary Fellow of The Institution of Electronics and Telecommunication Engineers (IETE)". 21
Sunil is the Honorary Consul General of the Republic of Seychelles in New Delhi, India. Bharti Enterprises, India's leading telecom conglomerate, has been at the forefront of technology and has revolutionized telecommunications with its world-class products and services. Established in 1976, Bharti has been a pioneering force in the telecom sector with many firsts and innovations to its credit. Bharti has many joint ventures with telecom leaders like SingTel, Singapore; British Telecom, UK; E.M.Warburg Pincus, USA; Talia, Sweden and New York Life International, USA. Bharti Airtel was founded in 1995, to the name of BTVL (Bharti Tele Venture Limited).Its head quarter is in New Delhi. It is Public listed company on BSE. The named changed to Bharti Airtel in early 2006. Bharti Tele-Ventures Limited (BTVL) is India's largest Telecom Business operator with more than 64.4 million subscribers as of April 2009. It also offers fixed line services and broadband services. It offers its TELECOM 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 end-to-end data and enterprise services to the corporate customers through 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 a brand of telecommunication services in India operated by Bharti Airtel. 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 corporate). It has presence in all 23 circles of the country and has the covers 71% of the current population till FY07. 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 license in Jersey in the Channel Islands by the local telecommunications regulator the JCRA. In September 22
2006 the Office of Utility Regulation in Guernsey awarded Guernsey Airtel with a mobile telecommunications license. 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 a 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 roll out third generation services in Sri Lanka in association with SingTel. 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.
Organization culture of Bharti Airtel: Organization Culture is a Dynamic system of shared values, beliefs, philosophies, experiences, habits, behavior that give an organization its distinctive character. This excellence extends beyond technology roles, and is equally important to how we manage and sustain this rapid growth. The spirit of innovation and excellence. The opportunity for cross-functional moves. Taking a risk on new ideas and giving us ours own creativity space to operate in.
External training courses are sponsored to ensure that the objective of offering continuous professional development is achieved.
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BHARTIS MISSION Meet the mobile communication needs of the customer through
1) 2) 3) 4)
Error free service Innovative products and services and Cost efficiency. Unified messaging solutions
Airtel from Bharti Cellular Limited is a part of the biggest private integrated telecom conglomerate, Bharti Enterprises.
Responsible Corporate Citizenship Committed to making a positive and proactive contribution to the community and as a responsible corporate citizen will contribute to and abide by environmental and legal norms. Ethical Practices Will uphold the highest ethical standards in all internal and external relationship and will not allow misuse or mis-representation of any facts.
Focus on maximizing revenues and margins; Capture maximum telecommunications revenue potential with minimum geographical coverage;
Offer multiple telecommunications services to provide customers with a "one-stop shop" solution;
Position itself to tap data transmission opportunities and offer advanced mobile data services;
Focus on satisfying and retaining customers by ensuring high level of customer satisfaction;
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Capture maximum telecommunications revenue potential with minimum geographical coverage to maximize its revenues and margins.
Build high quality mobile networks by deploying state-of-the-art technology to offer superior services. Provide affordable tariff plans to suit each segment of the market with a view to
expand the reach, thereby increasing the mobile customer base rapidly.
Attract and retain high revenue generating customers by providing competitive tariffs, offering high quality customer services.
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Bharti Tele-Ventures, through its subsidiary has the licenses to provide GSM services in all the twenty-three telecom circles in India. It proposes to consolidate all its subsidiaries providing mobile services under Bharti Cellular Limited.
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2.9 NETWORK
The map below depicts the location of, and provides certain information for, Bharti TeleVentures' existing mobile circles in India:
The key demographics of Bharti Tele-Ventures' mobile circles are set forth below. All India Bharti Circles Bharti as % of All India
Area of the circles (in '000 sq. km)(1) 3,278 1,848 56% 29
Market Mobile subscribers in the licensed areas (in Mn) (3) 37.38 36.31 97%
Market DELs in the licensed area (in Mn) (4) 37.7 30.7 81%
Number of vehicles in the licensed areas (in '000s)(5) 36,132 1. 2. 29,025 80%
Area estimates are from National Census, 2001. Population estimates for all the circles other than the metropolitan areas are as per
National Census, 2001 and are as of March 1, 2001. Population estimates for the Uttar Pradesh (West) circle is 37% of the total population of the state of Uttar Pradesh. 3. Based on data released by the COAI on the total number of mobile subscribers in the
circles as of December 31, 2004. 4. DELs as on March 31, 2002. Based on data released questions and Government
statistics as per The Financial Express dated June 10,2002. 5. 6. Vehicles comprise four wheeler and two wheeler non-commercial. Vehicles and are derived from data released by the Motor Transport Statistics of India
2.10 ACHIEVEMENTS
The largest private sector in integrated telecommunications services group in India in terms of the number of customers.
Largest Mobile footprint in India, covering 20 of the 23 licensed areas. Proven track record of managing growth - both organic as well as by way of acquisitions.
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Existing foreign shareholders have acquired direct and indirect equity interests in the Company for a total consideration exceeding US$1 billion.
First and largest private telecommunications services company offering fixed-line services in India.
First private telecommunications company to launch long distance services. First off the block to launch fixed-line services in all the four circles of Delhi, Haryana, Karnataka and Tamil Nadu.
FIRST AMONGST
FIRST operator to revolutionize the concept of retailing with the inaugurations of connects (exclusive showrooms) in 1995. FIRST mobile communication service provider in India to be certified for ISO9001: 2000. FIRST in world certified by British Standards Institution for mobile Communication. FIRST to expand its network with the installation of second mobile switching centers in 1997. FIRST TO introduce the intelligent network platform first to provide retail subscribers by forming an association called World 1 Network. FIRST to provide roaming facility in USA. FIRST to introduce a wide array of value added services like Smart mail, fax facility, call waiting, Web-messages, information services etc. to enhance the convenience of its subscribers.
Bharti was recognized as one of the "Leading Lights of Telecom" in Asia in November
2001 in the Asian edition of the "tele.com" magazine with analytical inputs from research consultants Frost &Sullivan. 31
companies conducted by Business World in association with Indian Marketing Research Bureau in September 2001.
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magazine, for four consecutive years (1997 to 2000) for brand excellence, network quality, customer service and value added service in our Delhi mobile circle.
Golden Peacock National Training Award 1999 to Bharti Cellular for our Delhi mobile
operations from the Institute of Directors, a non-profit association in India committed to improving the competitiveness of Indian business by focusing on development of business leaders, for the best human resources and training practices.
Ascent Times of India and Sodexho Pass award in 1999 from the Asia Pacific HRD
conclave to Bharti Cellular for corporate excellence in the category of most innovative human resource practices.
Mr. Sunil Bharti Mittal (Chairman and Group Managing Director) was honored as " One
of the Top Entrepreneurs Worldwide" for the year 2000 and "Stars of Asia" for the year 2001 by international business magazine, Business Week.
Mr. Sunil Bharti Mittal was selected as the "Businessman of the year 2002" by Business
India.
Mr. Sunil Bharti Mittal was awarded the Dataquest IT man of the year 2002. Mr. Sunil Bharti Mittal was selected the "CEO of the year 2002" by World HRD
congress.
Mr. Akhil Gupta (Joint Managing Director) was adjudged as the Chief Financial Officer
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About GSM:The most prevalent wireless standard in the world today, is GSM. The GSM association (Global system for Mobile communications) was introduced in 1987 to Promote and expedite the adoption, development, deployment and evolution of the GSM standard for digital wireless communications. The GSM association was formed as a result of European community agreement on the need to adopt common standards suitable for cross border European Mobile communications. Starting of primarily as a European standard, the Group special Mobile as it was then called, soon came to represent the Global system for Mobile communications as it achieved the status of world-wide standards. GSM is today, the worlds leading digital standard accounting for 70% of the global digital wireless market. 34
The Indian Government when considering the introduction of cellular services into the Country, made a landmark decision to introduce the GSM standard, leapfrogging Obsolescent technologies /standards. Although cellular license were made technology neutral in September 1999, all the private operators are presently offering only GSM based mobile services. The new licenses for the 4th cellular licenses that were awarded in July 2001 too, have adopted for GSM technologies to offer their mobile services. The GSM standard for digital cell phones was established in Europe in the mid-1980s--long before digital cellular phones became common place in American culture. It is now possible to locate a person using a cellular phone down to a range of a few meters, anywhere on the Globe.
About Airtel
Airtel cellulars antecedents date back to 1995 that time it is known to the named by BTVL (Bharti tele venture limited) and named changed in early 2006 to Bharti Airtel. It is established by Sunil Mittal Bharti. Bharti Airtel, formerly known as Bharti Tele-Ventures Limited (BTVL) is India's largest Telecom Business operator with more than 64.4 million subscribers as of April 2009. It also offers fixed line services and broadband services. It offers its TELECOM 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 end-to-end data and enterprise services to the corporate customers through its nationwide fiber optic backbone, last mile connectivity in fixed-line and mobile circle. Bharti enterprises are public listed company, and its revenue is $6 billion. In July 2007 the company announced to the collaboration with NokiaSiemens for a $900 million expansion of its mobile and fixed network. Vision of the company is 125 million customers on 2010.President of Bharti Airtel is Manoj Kohli, and Joint Managing
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Director is Rajan B. Mittal. Airtel has three BSU unit respectively Mobile, Broadband and telephone enterprises. The total customer of Airtel as on 31st May 2009 is 66825935.The company will invest up to $3.5 billion this Fiscal 2007-08 in network expansion. In Mar 2009 Bharti Airtel will rollout 3G service in Sri Lanka In associated with SingTel, which stake is 30% in Airtel The study has revealed the following results:The Market share of following GSM services in India is following:Group Company Airtel(GSM) Reliance (CDMA + GSM) Vodafone Essar(GSM) BSNL(GSM) IDEA(GSM) Tata (CDMA) Aircel(GSM) Spice(GSM) MTNL(GSM + WLL) BPL(GSM) HFCL (CDMA) Shyam (CDMA) Total (All India) Total Subscribers 66825935 48696295 47466853 36997418 26140643 25476062 11491986 4497675 3350437 1331261 326150 108396 272709111
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The market share in percentage of the various GSM service providers in the corporate sector of India is as follows:Airtel: - 24.50% Tata Indicom: - 9.34%
BSNL:-13.57%
Vodafone: - 17.41%
Idea:-9.59%
Others:-7.73%
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4. RESEARCH METHODOLOGY
RESEARCH METHODOLOGY - DEFINED
a. Research is the systematic investigation to establish facts or collect information on a predecided subject. b. Methodology is the specification of the system of principles and techniques used in a particular discipline. Define the problem and research objective
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4.1 TITLE OF THE STUDY Market Analysis of Telecom Sector in Pre-Paid Cash Card Retailing 4.2 DURATION OF THE STUDY
The duration of the project training was 45 days (24 th jun, 2010 to 9th Aug, 2010) undertaken to accomplish the title and objective.
SAMPLING ERRORS
While interpreting the results I kept in mind the potential errors. Two sources of errors are random sampling error, which arises due to the fact that the sample may not be a true representative of the population, and non-sampling error which comes up because of faulty coding, untruthful responses, respondent fatigue etc.
Content of the questions: the questions had been framed keeping in mind the objective of the research. Type of questions: the questionnaire consists of open-ended, closed-ended, dichotomous and multiple-choice questions. Further I made use of likert scale to get a more vivid response. Wording of the questions: the questions are such that they are easy to understand and the respondents do not have any hesitation in answering the questions. Note: - A sample questionnaire is enclosed with the report in Annexure- I at the end.
8. Some retailers did not answer all the questions or do not have time to answer. All research papers have its own limitations in terms of methodology and the resources available for its conduct. This study is no exception to it and has been carried under following limitation: Some of the respondents were not forthcoming with information as they thought it
to be a waste of time. A number of respondents were biased towards a particular brand, which was
giving them better returns. Some of the respondents were not available so, contacted person was not able
to present a fair view. Respondents lack of time to give information and their casual attitude was a big
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1. Details of the retail outlets NATURE OF RETAIL OUTLETS (i) (ii) (iii) (iv) (v) STD/ISD/PCO Departmental Stores Telecom Outlet Electronic Gadgets Others NO OF 5 38 14 431 488 RETAIL OUTLETS 31 2 33 SELLING
OUTLETS
CASH CARDS
Total 2. Brand holding in the retail outlets BRAND AIRTEL VODAFONE BSNL Reliance
NO. OF OUTLETS 56 38 7 6
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AIRTEL Vodafone 24
Exclusive BSNL -
Out of the 2 outlets 1 sells BSNL Recharge coupon Out of the 2 outlets 1 sells BSNL Recharge coupon
OTHERS Outlet details: RETAIL OUTLET Electronic Repair Shop INFERENCE: MARKET LEADER: VODAFONE The retailers prefer vodafone because Numerous schemes Better service Customer preference NO. OF OUTLETS 2
44
This place occupies a prominent position due to the absence of other market in near by vicinity. The market is an agglomeration of boutiques, showroom dealing in apparel, departmental stores and lots of telephone booths. Total number of Shops Shops dealing in cash cards Details of the retail outlets NATURE OF RETAIL OUTLETS NO OF RETAIL OUTLETS CARDS 1 9 2 12 24 SELLING CASH : 810 : 24
OUTLETS (i) STD/ISD/PCO (ii)Departmental stores (iii)Telecom Outlet (iv) electronic Gadgets (v)Others Total 20 17 9 12 752 810
2. Brand holding in the retail outlets BRAND AIRTEL Vodafone BSNL Reliance NO. OF OUTLET 21 21 12 8
3. Exclusiveness and combination of brands selling along with AIRTEL AIRTEL & Exclusive Vodafone 20 Vodafone Exclusive AIRTEL 1* Exclusive BSNL 1 AIRTEL & AIRTEL BSNL 6 & RIM 4
Outlet sells BSNL Recharge coupon along with AIRTEL cash card OTHERS Outlet details RETAIL OUTLET Pharmaceuticals 45 NO. OF OUTLETS 2
Book Depot. Stationary Stores Music Gallery Bakery Mobile Repair Shop Ice Cream Parlor Garment Shop INFERENCE: MARKET LEADER: AIRTEL Airtel has an edge in this area.
2 2 1 1 1 1 1
The shops here have high inventory & the sale is also higher. The absence of any other major market also helps them.
The OTHERS have an upper hand in terms of sale than the electronics, STD/PCO, Departmental etc.
5.2 IN RESPECT TO M I ROAD About the market: Market with a rich history, Its frequented with bookstores, Telecom outlet, Banks (CANARA, STANDARD CHATERED), showrooms of apparel, footwear houses, and theater & flower shop. This market surrounds the city. Total number of Shops Shops dealing in cash cards Details of the retail outlets NATURE OUTLETS (i) STD/ISD/PCO (ii)Departmental Stores (iii)Telecom Outlet 32 1 5 46 OF RETAIL NO OF RETAIL OUTLET OUTLETS CASH CARDS 9 4 SELLING : Above 450 : 15
Electronic Gadgets (v) Others Total 2. Brand holding in the retail outlets BRAND AIRTEL VODAFONE BSNL RELIANCE
18
2 15
NO. OF OUTLET 15 15 3 2
3. Exclusiveness and combination of brands selling along with AIRTEL AIRTEL Vodafone 15 & Exclusive Vodafone Exclusive AIRTEL Exclusive BSNL AIRTEL & AIRTEL BSNL 3 & RIM 2
OTHERS Outlet details RETAIL OUTLET Pharmaceutical Watch Showroom INFERENCE: MARKET LEADER: VODAFONE STD/PCO outlets have a major holding over here followed closely by the telecom outlets. The customers of this area are mostly of working class followed by students and Vodafone with its better coverage & corporate image satisfies there needs. NO. OF OUTLETS 1 1
5.3 IN RESPECT TO CHANDPOL About the market: Highly populated area. It has shops dealing in whole sailing i.e. in the bulk selling of the goods to the retailers & other shops regarding food grains, stationers, timber related products & shops selling cycles. Total number of Shops : 463 47
:5
OBSERVATIONS : Specifications of the retail outlets NATURE OUTLETS (I) STD/ISD/PCO (ii)Departmental Stores (iii)Telecom Outlet Electronic Gadgets (v) Others Total 6 21 1 10 425 463 OF RETAIL NO OF RETAIL OUTLET OUTLETS SELLING CASH CARDS 2 1 2 5
2. Brand holding in the retail outlets BRAND AIRTEL VODAFONE BSNL RELIANCE NO. OF OUTLET 5 5 2 1
3. Exclusiveness and combination of brands selling along with AIRTEL AIRTEL & Exclusive Vodafone 5 Vodafone Exclusive AIRTEL Exclusive BSNL AIRTEL & AIRTEL BSNL 2 & RIM 1
1 1
MARKET LEADER: Neck-to-Neck between Vodafone and AIRTEL Its not a commercial area the sales of the cash card is low. Proximity to johari bazaar, chaura raasta and other major markets thus its facing a lot of competition. BSNL recharge coupons are a big hit with the customers.
5.4 IN RESPECT TO STATION ROAD (From Station to Grah sangrah) About the market This market covers the station (Railways). Thus you find here dhabas, bookstores, STD/ PCO Booths and sweet-meat shop. Total number of Shops Shops dealing in cash card : 156 :9
OBSERVATION: 1. Details of the retail outlets NATURE OUTLETS (i) STD/ISD/PCO (ii)Departmental Stores (iii)Telecom Outlet Electronic Gadgets (v) Others OF RETAIL NO OF 19 9 138 49 RETAIL OUTLETS 3 2 4 SELLING
OUTLET
CASH CARDS
Total 2. Brands holding in the retail outlets BRAND AIRTEL VODAFONE BSNL RELIANCE
156
NO. OF OUTLETS 8 9 3 1
3. Exclusiveness and combination of brands selling along with AIRTEL AIRTEL Vodafone 8 & Exclusive Vodafone 1 Exclusive AIRTEL Exclusive BSNL AIRTEL & AIRTEL BSNL 3 & RIM 1
OTHERS Outlet details RETAIL OUTLET Hotel + STD Enterprise + STD Book Depot. Panwala Trading Company INFERENCE: MARKET LEADER: AIRTEL The Recharge coupon of BSNL sales is high. More prominence in this area is given to AIRTEL with majority of shops selling more AIRTEL cards. The reasons are: Village connectivity is less in case of Vodafone. Good service to customers & more profit to retailers. For some its Affiliation & sense of duty. 50 NO. OF OUTLETS 1 1 1 1 2
5.5 IN RESPECT TO RAILWAY STATION ROAD (Extended from Grah Sangrah to Chandpol) About the market: Covers a stretch of 2-3 kilometer Its the most prominent area of the city playing host to hotels, main bus depot (sandhog camp bus station) and Janana Maternity Hospital, Travel Agencies. Total number of Shops Shops dealing in cash cards : 376 :8
NATURE OUTLETS
OF
RETAIL NO
OF 37 3 7 329 376
RETAIL OUTLETS 5 1 2 8
SELLING
OUTLET
CASH CARDS
(i) STD/ISD/PCO (ii)Departmental Stores (iii)Telecom Outlet Electronic Gadgets (v) Others Total
2. Brand holding in the retail outlets BRAND AIRTEL VODAFONE BSNL RELIANCE NO.OF OUTLETS 5 7 1 1
51
Exclusive AIRTEL -
Exclusive RIM 1
OTHERS Outlet details RETAIL OUTLET Pharmaceuticals INFERENCE: MARKET LEADER: VODAFONE With its large number of telephone booths and medical shops the market is a major attraction. Still the coverage here is dramatically poor, only 8 shop deals in cash card retailing. NO. OF OUTLETS 1
5.6 IN RESPECT TO LAL KOTHI About the market: The focal point of this market is the SMS stadium. The market is an agglomeration of departmental stores, flower shops & petrol pump. Situated adjacent to tonk phatak. Total number of Shops Shops dealing in cash cards : 127 :4
OBSERVATIONS Specifications of the retail outlets NATURE OUTLETS (i) STD/ISD/PCO (ii)Departmental Stores OF RETAIL NO OF 6 8 52 RETAIL OUTLETS 2 2 SELLING
OUTLET
CASH CARDS
113 127
2. Brand holding in the retail outlets BRAND AIRTEL VODAFONE BSNL RELIANCE NO. OF OUTLET 4 4 2 1
3. Exclusiveness and combination of brands selling along with AIRTEL AIRTEL & Exclusive Vodafone 4 INFERENCE: MARKET LEADER: VODAFONE Vs BSNL Irrespective of the fact that AIRTEL has more outlets its BSNL Recharge coupon that seems to have a hold in this area. Vodafone Exclusive AIRTEL Exclusive BSNL AIRTEL & AIRTEL BSNL 2 & RIM 1
5.7 IN RESPECT TO TONK PHATHAK About the market: Surrounded by K.v.no.1 School & SBI bank this area consists of Bookshops, stationers, departmental stores and STD/PCO outlets along with a couple of telecom outlets. Total number of Shops Shops dealing in cash cards OBSERVATIONS: Details of the retail outlets NATURE OF RETAIL NO OF RETAIL OUTLET 53 OUTLETS SELLING : 275 : 34
OUTLETS (i) STD/ISD/PCO (ii)Departmental Stores (iii)Telecom Outlet Electronic Gadgets (v) Others Total 21 17 8 7 222 275
CASH CARDS 7 4 6 4 13 34
2. Brand holding in the retail outlets BRAND AIRTEL VODAFONE BSNL RELIANCE NO. OF OUTLETS 26 22 10 6
3. Exclusiveness and combination of brands selling along with AIRTEL AIRTEL & Exclusive Vodafone 22 Vodafone 7 Exclusive AIRTEL 2 Exclusive BSNL AIRTEL & AIRTEL BSNL 10 & RIM 6
OTHERS Outlet details RETAIL OUTLET Pharmaceuticals Book Depot. Studio Bakery Cyber Caf Travel Agency Hard Wares Shop Textiles Fashion House 54 NO. OF OUTLETS 2 2 2 1 1 1 1 1 1
Due to its location (its one of the favorable trade routes) & prominent location the sales in this area is high with AIRTEL having a clear gain over Vodafone. People relate to AIRTEL as a pride of Rajasthan. The major contributors of this area are the others followed by STD/PCO outlets.
5.8 IN RESPECT TO UNIVERSITY MARG About the market: Adjacent to the university, Canoria College, Commerce College & podar institute. The market consists of agglomeration of Xerox shops, PCO booths &departmental stores. Total number of shops Shops dealing in cash cards : 128 :9
OBSERVATIONS: Details of the retail outlets NATURE OF RETAIL NO OF RETAIL OUTLET OUTLETS (i) STD/ISD/PCO (ii)Departmental Stores (iii)Telecom Outlet Electronic Gadgets (v) Others Total 4 4 121 129 OUTLETS 2 2 5 9 SELLING
CASH CARDS
NO. OF OUTLET 8 9 2 -
3. Exclusiveness and combination of brands selling along with AIRTEL AIRTEL & Exclusive Vodafone 8 Vodafone 1 Exclusive AIRTEL Exclusive BSNL AIRTEL & AIRTEL BSNL 2 & RIM -
OTHERS Outlet details RETAIL OUTLET Photostat Shop Ice Cream Parlor NO. OF OUTLETS 4 1
INFERENCE: MARKET LEADER: Neck-to-Neck between Vodafone and AIRTEL Place is frequented by students & hence here they are the prominent Customers Sales low.
Adjacent to the main market tonk phatak This market consists of departmental stores, cyber cafe, gift shops, restaurants & ice cream parlors. Total number of Shops Shops dealing in cash cards : 62 :6
OBSERVATIONS: Details of the retail outlets NATURE OUTLETS (i) STD/ISD/PCO (ii)Departmental Stores (iii)Telecom Outlet Electronic Gadgets (v) Others Total OF RETAIL NO OF 4 17 1 40 62 RETAIL OUTLETS CASH CARDS 0 4 1 1 6 SELLING
OUTLET
2. Brand holding in the retail outlets BRAND AIRTEL VODAFONE BSNL RELIANCE NO.OF OUTLET 5 6 2 1
3. Exclusiveness and combination of brands selling along with AIRTEL AIRTEL & Exclusive Vodafone Vodafone Exclusive AIRTEL Exclusive BSNL AIRTEL & AIRTEL BSNL & RIM
57
OTHERS Outlet details RETAIL OUTLET Ice Cream Parlor INFERENCE: MARKET LEADER: VODAFONE This is an residential area near the university campus thus it has a P.G. houses & covers the govt. Quarters of indira nagar. NO. OF OUTLETS 1
5.10 IN RESPECT TO MALVIYA NAGAR About the market: It is a residential area, covering two to three main markets. The most prominent locale is the Gaurav Towers, which is turning out to be the hub of life for teenagers plus its a prime location area. Total no of shops Shops dealing in cash cards : 179 : 14
OBSERVATIONS: 1. Details of the retail outlets NATURE OUTLETS (i) STD/ISD/PCO (ii)Departmental Stores (iii)Telecom Outlet Electronic Gadgets (v) Others Total OF RETAIL NO OF 24 10 3 6 136 179 RETAIL OUTLETS SELLING CASH CARDS 6 2 1 2 3 14
OUTLET
NO. OF OUTLET 12 13 5 3
3. Exclusiveness and combination of brands selling along with AIRTEL AIRTEL & Exclusive Vodafone 12 Vodafone 1 Exclusive AIRTEL Exclusive BSNL 1 AIRTEL & AIRTEL BSNL 5 & RIM 3
OTHERS Outlet details RETAIL OUTLET Xerox Shop Stationary Stores INFERENCE: MARKET LEADER: VODAFONE Compared to the vast area, the numbers of shops dealing with the cash cards are less; this discrimination is due to the fact that Malviya Nagar is a residential area with three main markets and each being at the center of 3-4 sectors. Thus limiting the growth of other shops and the shops has their own faithful customers. Gaurav towers provide the maximum sales in compared to this main market NO. OF OUTLETS 2 1
59
This market deals with the shops selling the traditional dresses of Rajasthan; its also a major tourist attraction center. The market mainly comprises of clothes shops, departmental stores and spare automobiles shop. Total no of shops Shops dealing in cash cards : 479 :6
OBSERVATIONS : 1. Details of the retail outlets NATURE OUTLETS (i) STD/ISD/PCO (ii)Departmental Stores (iii)Telecom Outlet Electronic Gadgets (v) Others Total 10 7 1 2 477 479 OF RETAIL NO OF RETAIL OUTLET OUTLETS CASH CARDS 4 1 5 SELLING
2. Brand holding in the retail outlets BRAND AIRTEL VODAFONE BSNL RELIANCE NO. OF OUTLET 5 5 1 2
3. Exclusiveness and combination of brands selling along with AIRTEL AIRTEL & Exclusive Vodafone 5 INFERENCE: MARKET LEADER: VODAFONE Vs AIRTEL Its a run down market in respect to the cash cards. This place 60 Vodafone Exclusive AIRTEL Exclusive BSNL AIRTEL & AIRTEL BSNL 1 & RIM 2
5.12 IN RESPECT TO JOHRI BAZAAR About the market: Johri Bazaar is basically known for jewelry shops with a considerable number of clothes apparel shops and very few electronic retail outlets. Total number of Shops Shops dealing in cash card : 387 :9
OBSERVATION: Details of the retail outlets NATURE OUTLETS (i) STD/ISD/PCO (ii)Departmental Stores (iii)Telecom Outlet Electronic Gadgets (v) Others Total 2. Brands holding in the retail outlets BRAND AIRTEL VODAFONE BSNL RELIANCE NO. OF OUTLETS 5 6 3 OF RETAIL NO OF 13 33 5 336 387 RETAIL OUTLETS 5 2 2 9 SELLING
OUTLET
CASH CARDS
3. Exclusiveness and combination of brands selling along with AIRTEL AIRTEL Vodafone 4 & Exclusive Vodafone 2 Exclusive AIRTEL Exclusive BSNL 1* 61 AIRTEL & AIRTEL BSNL 3 & RIM -
OTHERS Outlet details RETAIL OUTLET Stationary Store Jewelry Shop + STD *Exclusively sells Vodafone NO. OF OUTLETS 1* 1*
INFERENCE: MARKET LEADER: AIRTEL Since most of the stores deal with jewelry shops and clothes apparel they dont want to diversify into the retail outlets for the cash cards This is the reason as to why the market though having comparatively larger amount of departmental stores but only Two shops has gone in for sale of cash cards. Vodafone is doing better in terms of market penetration as it is having 2 exclusive retail outlets.
5.13 IN RESPECT TO CHOURA RASTA About the market: Choura rasta is an agglomeration of bookstores, watch shops and stationary shops. There are very few showrooms. Total number of Shops Shops dealing in cash card OBSERVATION Specifications of the retail outlets NATURE OUTLETS OF RETAIL NO OF RETAIL OUTLETS SELLING : 378 : 10
OUTLET 62
CASH CARDS
(i) STD/ISD/PCO (ii)Departmental Stores (iii)Telecom Outlet Electronic Gadgets (v) Others Total . Brands holding in the retail outlets BRAND AIRTEL VODAFONE BSNL RELIANCE
19 1 1 357 378
2 1(recharge coupon) 1 6 10
NO.OF OUTLETS 6 8 3 -
3. Exclusiveness and combination of brands selling along with AIRTEL AIRTEL Vodafone 6 & Exclusive Vodafone 2 Exclusive AIRTEL Exclusive BSNL 3 AIRTEL & AIRTEL BSNL & RIM -
OTHERS Outlet details RETAIL OUTLET Stationary Stores Pharmaceuticals Watch Co.(showroom) Music Gallery NO. OF OUTLETS 1 1 1 1
63
INFERENCE: MARKET LEADER: AIRTEL Vs VODAFONE One remarkable thing to be noted over here is that out of 10 to12 Watch shops, 3 shops are going in for the sale of cash cards. And here Vodafone sells exclusively in 2 outlets (no exclusive outlet of AIRTEL) Moreover here the stock level is comparatively less than that o of Johri Bazaar but the % of sales is high. Here the STD/ISD/PCO shops that do sell cash cards are in fact the Subsidiary of the main shops Their details are: STD + Plastic center + Telecom outlet STD + General Stores STD + Stationery (only recharge coupon)
5.14 IN RESPECT TO KISHAN POLE BAZAAR About the market: Kishan Pole Bazaar constitutes of Toys (Bicycle) shops; Outlets dealing with Plastic based goods, Oil and Paint shops. There are good amount of Provisional (Kirana) stores also. This bazaar also has a Fine Arts college and an Ayurvedic Hospital and thus few ayurvedic medicine shops. Total number of Shops Shops dealing in cash card OBSERVATIONS; Details of the retail outlets NATURE OUTLETS (i) STD/ISD/PCO (ii)Departmental Stores (iii)Telecom Outlet Electronic Gadgets OF RETAIL NO OF 8 20 6 64 RETAIL OUTLETS 2 SELLING : 338 :7
OUTLET
CASH CARDS
(v) Others Total 2. Brands holding in the retail outlets BRAND AIRTEL VODAFONE BSNL RELIANCE
304 338
5 7
NO. OF OUTLETS 6 6 4 2
3. Exclusiveness and combination of brands selling along with AIRTEL AIRTEL Vodafone 6 & Exclusive Vodafone Exclusive AIRTEL Exclusive RIM 1 AIRTEL & ** BSNL 4 AIRTEL & RIM 2
OTHERS Outlet details RETAIL OUTLET Watch Co. + STD Stationary + STD Pan Shop Ice Supplier Oil Trading Corp. INFERENCE: MARKET LEADER: VODAFONE Vs BSNL There is considerable number of departmental (Kirana) stores but not even a single shop has gone in for sale of cash cards. Baring 1 to 2 shops VODAFONE has got more sales followed by BSNL, and then AIRTEL NO. OF OUTLETS 1 1 1 1 1
65
5.15 IN RESPECT TO NEHRU BAZAAR About the market: Nehru Bazaar is situated left to Choura Rasta. Shops mainly comprise of clothes apparels & few Electrical repair shops. Total number of Shops : 177 Shops dealing in cash card :8
OBSERVATIONS: Details of the retail outlets NATURE OUTLETS (i) STD/ISD/PCO (ii)Departmental Stores (iii)Telecom Outlet Electronic Gadgets (v) Others Total OF RETAIL NO OF 4 1 29 143 177 RETAIL OUTLETS 4 2 2 8 SELLING
OUTLET
CASH CARDS
2. Brands holding in the retail outlets BRAND AIRTEL VODAFONE BSNL RELIANCE NO. OF OUTLET 7 8 4 3
AIRTEL Vodafone 7
Exclusive AIRTEL -
Exclusive BSNL -
OTHERS Outlet details RETAIL OUTLET Book Store Watch Company NO. OF OUTLETS 1 1
INFERENCE: MARKET LEADER: Stiff competition between AIRTEL and Vodafone. Due to its location i.e. being adjacent to the main market it faces a lot of competition. The market primitively deals in apparels and thus there are only few shops which have ventured for the retailing of the Cash card
5.16 IN RESPECT TO BAPU BAZAAR About the market: Bapu Bazaar is situated left to Johri Bazaar. Shops mainly comprise of clothes apparels, fancy stores & footwear shops. Total number of Shops Shops dealing in cash card : 192 : Nil
OBSERVATIONS: Details of the retail outlets NATURE OF RETAIL NO OF 67 RETAIL OUTLETS SELLING
OUTLETS (i) STD/ISD/PCO (ii)Departmental Stores (iii)Telecom Outlet Electronic Gadgets (v) Others Total
CASH CARDS -
INFERENCE: This market is all about women starting from Apparels to Footwear Thus the soul of the market is care of womans need. There isnt even a single outlet that deals with cash card, this could be due to the fact that Sarogi Mansion is situated facing the main road.
5.17 IN RESPECT TO SAROGI MANSION About the market: Sarogi Mansion is a Shopping Complex. It is an extension of Bapu Bazaar. Total number of Shops Shops dealing in cash card OBSERVATIONS: Details of the retail outlets NATURE OUTLETS (i) STD/ISD/PCO (ii)Departmental Stores (iii)Telecom Outlet OF RETAIL NO OF 1 5 68 RETAIL OUTLETS 4 SELLING : Above 200 :4
OUTLET
CASH CARDS
Electronic Gadgets (v) Others Total 2. Brands holding in the retail outlets BRAND AIRTEL VODAFONE BSNL RELIANCE
NO. OF OUTLET 4 4 -
3. Exclusiveness and combination of brands selling along with AIRTEL AIRTEL Vodafone 4 INFERENCE: MARKET LEADER: VODAFONE Vs AIRTEL Has high inventory stock and so is the sales. Is prominent because of its location on the main road and is Particularly famous with the youth as its just a version of a mall. & Exclusive Vodafone Exclusive AIRTEL Exclusive BSNL AIRTEL & AIRTEL BSNL & RIM -
5.18 IN RESPECT TO INDRA BAZAAR About the market: Indra Bazaar is just attached to Jayanti Bazaar. Raizar Plaza (complex known for Telecom outlets, Computers and Electronic Gadgets) is also included in Indra Bazaars part. Though 69
this Bazaar contains all kinds of shops but there is considerable number of clothes apparels. Market is also famous for vehicle repair shops & service center. Total number of Shops Shops dealing in cash card OBSERVATIONS: Details of the retail outlets NATURE OUTLETS (i) STD/ISD/PCO (ii)Departmental Stores (iii)Telecom Outlet Electronic Gadgets (v) Others Total 2. Brands holding in the retail outlets BRAND AIRTEL VODAFONE BSNL RELIANCE OTHERS Outlet details RETAIL OUTLET Watch Company Cassette Shop Sari Matching Center Fancy Store Auto Parts Shop INFERENCE: MARKET LEADER: VODAFONE 70 NO. OF OUTLETS 1 1 1 1 1 NO. OF OUTLET 14 14 4 4 OF RETAIL NO OF 5 8 6 18 491 528 RETAIL OUTLETS 2 4 8 14 SELLING : 528 : 14
OUTLET
CASH CARDS
The location of this area is a bit subdued in comparison to others. Lets say Raizar Plaza has more than 100 outlets dealing with cash cards & Jayanti Bazaar is known for its reliability & has a reputation to live up to. Retailers give prominence to Vodafone as they feel that a national brand sells & that its connectivity is increasing steadily by leaps & bounds. But the decision is mostly centered on the customer preference and service than the commission to the retailer.
5.19 IN RESPECT TO JAYANTI BAZAAR About the market: Jayanti Bazaar is located as an extension of M.I. road. This market is specific for Electronic goods shops(includes T.V, washing machines, refrigerators, V.C.D etc.).Moreover shops dealing with telecom products like handsets, service centers are there. Some shops are combination of both electronics and telecom outlets. This market is divided into two parts :one as main Jayanti Bazaar (with 55 shops) and second as Jayanti Bazaar Extension (with 48 shops). Total number of Shops Shops dealing in cash card : 103 : 15
OBSERVATIONS: Details of the retail outlets NATURE OUTLETS (i) STD/ISD/PCO (ii)Departmental Stores (iii)Telecom Outlet Electronic Gadgets (v) Others Total OF RETAIL NO OF 2 6 29 66 103 71 RETAIL OUTLETS 6 9 15 SELLING
OUTLET
CASH CARDS
2. Brands holding in the retail outlets BRAND Z VODAFONE BSNL RELIANCE NO. OF OUTLET 13 14 3 1
3. Exclusiveness and combination of brands selling along with AIRTEL AIRTEL Vodafone 13 & Exclusive Vodafone 2 Exclusive AIRTEL Exclusive BSNL AIRTEL & AIRTEL BSNL 3 & RIM -
INFERENCE: MARKET LEADER: AIRTEL The stock level is high that ranges from Rs.15, 000 - Rs.1, 50,000. Inspite of tough competition from Vodafone, AIRTEL seems to have an edge & people are going in for AIRTEL because of: Its Image of being first in Rajasthan. Better services. Customer preference But shops, which have newly started, prefer Vodafone assuming that it would be more profitable to them.
5.20 IN RESPECT TO TRIPLOLIA BAZAAR About the market: Tripolia Bazaar is full of Utensils shops, Watch shops, Clothes and Electrical components & repair shops. Total number of Shops Shops dealing in cash card : 382 :7 72
OBSERVATIONS: Details of the retail outlets NATURE OUTLETS (i) STD/ISD/PCO (ii)Departmental Stores (iii)Telecom Outlet Electronic Gadgets (v) Others Total 2. Brands holding in the retail outlets BRAND AIRTEL VODAFONE BSNL RELIANCE NO. OF OUTLET 8 8 3 1 OF RETAIL NO OF 7 11 2 362 382 RETAIL OUTLETS 1 1 6 8 SELLING
OUTLET
CASH CARDS
3. Exclusiveness and combination of brands selling along with AIRTEL AIRTEL Vodafone 8 & Exclusive Vodafone Exclusive AIRTEL Exclusive BSNL AIRTEL & AIRTEL BSNL 3 & RIM 1
OTHERS Outlet details RETAIL OUTLET Repair Shop Watch Co.(showroom) INFERENCE: MARKET LEADER: AIRTEL Though the STD shops are few in numbers but only 1 is concerned NO. OF OUTLETS 2 4
73
with selling the cash cards. Watch holds most of the stock companies & none by the departmental store (kiranas). There was no exclusive shop of Vodafone. 5.21 IN RESPECT TO COLLECTRATE CIRCLE About the market: This area encloses the Court, post office, some Government offices & the residential area Bani Park. This area is near to Station also thus lot of hotels is also there. Total number of Shops Shops dealing in cash card OBSERVATIONS: Details of the retail outlets NATURE OUTLETS (i) STD/ISD/PCO (ii)Departmental Stores (iii)Telecom Outlet Electronic Gadgets (v) Others Total 2. Brands holding in the retail outlets BRAND AIRTEL VODAFONE BSNL RELIANCE INFERENCE: MARKET LEADER: Competition between AIRTEL & Vodafone. Though this area has a good amount of shops but only 3 are dealing in cash cards. Here the stocking among the shopkeepers is high as there are only 3 shops dealing in Prepaid and more numbers of customers. 74 NO.OF OUTLET 3 3 2 OF RETAIL NO 7 7 42 45 OF RETAIL OUTLETS 1 2 3 SELLING : 45 :3
OUTLET
CASH CARDS
o the rs
S ho ps s urveyed
dept
telecom
electronics
75
AGE GROUP
28-35 15-21 20% 15%
21-28 65%
As we can see from the above graph, the people who are in the age group of 21-28 years are the ones who are the maximum users of mobile phones. This segment is the one which gives maximum business to the mobile operators. This segment constitutes the young executives and other office going people. They are 65% of the total people who were interviewed. The next age group are the people who are 28-35 years old. They are 20% of the total. They are those who are at home or have small business units etc. And the next age group is the youngest generation who are 15-21 years old. They are school and college going students and carry mobile phones to flaunt. They are 15% of the total interviewed people.
OCCUPATION GRAPH
OCCUPATION 10% 20% 15% STUDENTS EXECUTIVES HOUSEHOLDS 55% OTHERS
As the above graph shows that 55% of the total people interviewed are working. So, these people are the ones who are the maximum users of mobile phones. They are the young executives, managers, Tele - callers etc. who require mobile for their official purposes. The next category is the households, who are either housewife, small units which operate from 76
their homes etc. They are 20% of the whole. The next segment is the students. They are 15% of the whole. And 10% of the whole is a category who is the professionals. Service Provider Graph
SERVICE PROVIDER
5% 15% 30% 50%
IDEA AIRTEL VODAFONE OTHERS
The above graph shows a slice of 50%. These are the total no. of people who are using Airtel. It seems that people are more aware of Airtel than any other brand. The next popular brand is Vodafone. 305 of the people interviewed had Vodafone connections. The next popular brand was Idea. 15% people had Idea connections. As it came very late in the market when Airtel had established it self very well So that could be one of the reasons of such a low percentage. The remaining 5% had trump connections. Customer Service At Airtel Graph
CUSTOMER SATISFACTION LEVEL 10% 60% 10% 20%
FULLY DISSATISFIED
As the above graph clearly shows that customer services at Airtel seems poor. 60% of the people are dissatisfied with the customer services provided by Airtel. They are the ones who have the maximum share in the market but they are lagging behind in the customer services. 77
10% of the people were fully dissatisfied with the customer services of Airtel. This could leave an impact on the mind of the consumer. He can even switch over his brand. 20% of the people seemed partially satisfied with the customer services and only 10% seem to be fully satisfied with Airtels customer services, which is a very small amount.
1. EDUCATION OR OCCUPATION
STUDENT BSNL AIRTEL RELIANCE 15 13 15 HOUSEWIVES 4 8 5 PRO. 10 16 8 SERVICE 9 7 15 BUSINESS 21 25 21
2. MALE OR FEMALE
MALE BSNL AIRTEL RELIANCE 52 48 57 FEMALE 8 12 3
78
100% 80% 60% 40% 20% 0% BSNL AIRTEL RELIANCE FEMALE MALE
LG 39
SONY 2 1 -
SAM. 5 15 19
PAN. 2 -
MOTO. 3 -
NOKIA 53 39 2
79
100% 80% 60% 40% 20% 0% BSNL AIRTEL RELIANCE POSTPAID PREPAID
AIRTEL
RELIANCE
RELATIVE SUGGEST
80
8. ARE YOU AWARE ABOUT ALL THE SERVICES PROVIDED BY THIS COMPANY?
BSNL AIRTEL RELIANCE YES 40 54 48 NO 20 6 12
AIRTEL
RELIANCE
9. GIVE YOUR SATISFACTION LEVEL FOR THE FOLLOWING SERVICES. 9.1 BILLING SYSTEN
BSNL AIRTEL RELIANCE EXCE. 10 23 18 GOOD 5 6 37 POOR 7 5
81
9.2
9.3
MESSAGING SERVICES
BSNL AIRTEL RELIANCE EXCE. 5 25 10 GOOD 30 30 42 POOR 25 5 8
82
45 40 35 30 25 20 15 10 5 0
EXCE.
GOOD
POOR
9.4
ROMING SERVICES
BSNL AIRTEL RELIANCE
45 40 35 30 25 20 15 10 5 0
EXCE. 15 5 7
GOOD 35 35 45
POOR 10 20 8
EXCE.
GOOD
POOR
83
EXCE. 4 12 6
GOOD 30 40 49
POOR 26 8 5
9.6
CALL CHARGES
BSNL AIRTEL RELIANCE EXCE. 10 5 20 GOOD 35 30 35 POOR 15 25 5
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9.8
EXCE. 17 9 25
GOOD 33 35 27
POOR 10 16 8
10. WHEN YOU HAD ANY COMPLAINT IN HOW MANY DAYS IT HAS SOLVED ?
DAYS BSNL AIRTEL RELIANCE 0-2 20 37 19 2-4 3 11 4-6 6-8 8-10 15 MORE 20 50 24 NO 5 15 6
0 to 2 2 to 4 4 to 6 6 to 8 8 to 10 more no
11. ARE YOU THINKING TO SWITCH OFF FROM RECENT COMPANY TO OTHER COMPANY?
BSNL AIRTEL RELIANCE YES 17 37 7 NO 43 23 53
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YES 43 57 53
NO 17 9 7
1. EDUCATION OR OCCUPATION
STUDENT BSNL AIRTEL RELIANCE 15 13 15 HOUSEWIVES 4 8 5 PRO. 10 16 8 SERVICE 9 7 15 BUSINESS 21 25 21
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According to the data taken from customer, researcher come to know that there are maximum customers of BSNL, AIRTEL and RELIANCE are business man, besides this students also occupied second rank in this context. On the other hand house wives are those who categorized in the last position as customer.
2. MALE OR FEMALE
MALE BSNL AIRTEL RELIANCE 52 48 57 FEMALE 8 12 3
The respondents were maximum males. By this mean the maximum customer who are using services are male. And there was 57 customer of Reliance who was male, which were maximum and in female category maximum number was in Airtel connection.
When this was asked to the customers that which instrument they use, it is found that BSNL customer have nokia and least was Sony instrument. In AIRTEL connection maximum 39 has got nokia instrument and less was Panasonic. And in Reliance LG instrument was maximum and nokia was laest.
POSTPAID 38 31 37
The most of respondent of BSNL, AIRTEL and Reliance had post-paid card in comparative prepaid. In Reliance the connection of prepaid is not available so customers have to take post paid connection. 6. WHY YOU OPT THIS COMPANYS CONNECTION?
CHEAPEST NON AVAILABILITY RELATIVE SUGGEST NO COMMENT GOOD NETWORK GOOD SERVICE BSNL 29 11 2 18 AIRTEL 7 25 10 7 4 7 RELIANCE 35 5 10 3 7
When this question was asked to the respondent BSNL holder reply that this card is cheapest and 18 go for no comment. Maximum number of customer replied non-availability of other card when they take connection. The Reliance respondent gives the reason for opting this card the cheapest value and minimum opt for good networking.
19 respondent of BSNL replied that he has come to know about the company from print media and minimum from electronic media. The respondent of Airtel is 25 comes fro relatives and least number comes to know from dealers. And in Reliance maximum comes to know fro electronic media and least opt on advice of relatives. 89
8. ARE YOU AWARE ABOUT ALL THE SERVICES PROVIDED BY THIS COMPANY?
BSNL AIRTEL RELIANCE YES 40 54 48 NO 20 6 12
Maximum customer of BSNL, Airtel and Reliance know about the services provided by these company. According to fact and finding it is founded that 66.67%, 90% and 80% customer of BSNL, Airtel and Reliance respectively know about the facility provided by these company.
9. GIVE YOUR SATISFACTION LEVEL FOR THE FOLLOWING SERVICES. 9.1 BILLING SYSTEN
BSNL AIRTEL RELIANCE EXCE. 10 23 18 GOOD 5 6 37 POOR 7 5
There was 63.33% and 51.67% customer of BSNL and Airtel respectively who has prepaid card services hence they have no need of billing sustem. Out of remaining 33.67% of BSNL customer 45.45% says that this system is excellent, 22.72% said that is good and rest said it is poor. In case of Airtel out of remaining 48.33% customer, 79.31% said that it is excellent and rest said it is good. Billing system is especially important in reliance because this company has no prepaid card facility. Out of its customers 30% said it is excellent, 61.67% said it is good and rest said it is poor.
9.2
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25% BSNL customer said that this is excellent, 66.67% said it is good and rest said it is poor. According to 53.33% customer of Airtel this services is excellent 45% said that is good remaning takes it is poor. Reliance customers said on an average this service is good.
9.3
MESSAGING SERVICES
BSNL AIRTEL RELIANCE EXCE. 5 25 10 GOOD 30 30 42 POOR 25 5 8
Airtel customers are more satisfied regarding messaging service, 25 said it is excellent and 30 customer said it poor. In Reliance 42 customer said it is good and 10 said it is excellent remaning said it poor. The main reason was that customer cant send message to other cardholder and in BSNL maximum 25 customer was dissatisfied and said we.
9.4
ROMING SERVICES
BSNL AIRTEL RELIANCE EXCE. 15 5 7 GOOD 35 35 45 POOR 10 20 8
15 excellent and
remaining told it poor. And in Airtel customers were least satisfied because non-availability of network in other city. And in Reliance 45 said it good and the customers were also least satisfied with this service.
9.5
COVERAGE OF NETWORK
BSNL AIRTEL RELIANCE EXCE. 4 12 6 GOOD 30 40 49 POOR 26 8 5
When this question was asked 50% of BSNL customer said good service and 6.67% opt for excellent and 43.3% remaining told this service as poor. In Airtel 66.67% told its service is 91
good and 20% excellent and remaining 13.33% said it poor. In Reliance 81.67% said good and 10% for excellent and 8.33% for poor.
9.6
CALL CHARGES
BSNL AIRTEL RELIANCE EXCE. 10 5 20 GOOD 35 30 35 POOR 15 25 5
It was found that BSNL customer were more satisfied. Airtel customer also rank these service in good find of service. Reliance customer supposes that this service has good find of services. Reliance customer suppose that this service has good performance. According to 33.33% customer of reliance it is the excellent service.
9.7
QUALITY OF VOICE
BSNL AIRTEL RELIANCE EXCE. 10 5 20 GOOD 35 30 35 POOR 15 25 5
In BSNL 66.67
% said it is good service 16.67% said it is excellent and remaining said it is poor. In Airtel 53.33% said it good 28.33% said it excellent and remaining said it poor.and in Reliance 65% said it good 25% said it excellent and remaining said it poor.
9.8
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EXCE. 17 9 25
GOOD 33 35 27
POOR 10 16 8
Regarding this service in BSNL 55% said it is good 28.33% excellent and remaining poor. In
Airtel 58.33% said it good, 15% said it excellent and remaining said it poor. And in Reliance 45% said it good 41.46% as excellent and remaining as poor.
10. WHEN YOU HAD ANY COMPLAINT IN HOW MANY DAYS IT HAS SOLVED?
DAYS BSNL AIRTEL RELIANCE 0-2 20 37 19 2-4 3 11 4-6 6-8 8-10 15 MORE 20 50 24 NO 5 15 6
According to the facts, it was found that BSNL 20 get solution within 2 days and 20 more than 10 days and 5 customers never had any problem. In Airtel 37 get solved it within 2 days and 15 never had any problem. In Reliance 19 got solution within 2 days and 24 in more than 10 days and 6 never had any problem.
11. ARE YOU THINKING TO SWITCH OFF FROM RECENT COMPANY TO OTHER COMPANY?
BSNL AIRTEL YES 17 37 NO 43 23
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RELIANCE
53
When this question was asked than maximum number of Reliance customer, which was 53, said no and maximum number 37 of Airtel said yes. And in BSNL 43 said not to switch off.
When this question was asked then most 53 customer of Reliance said yes and 51 in Airtel, 43 of BSNL The fact was showing that the entire respondent is aware about the new comings companies
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7. SWOT ANALYSIS
Strengths :
Being one of the largest companies in India the company has achieved a degree of focus in its core business of its products. It has a strong brand name, superior quality products and an enviable distribution network. It has a clear and well-defined organization structure and limits of financial authority. Increase in advertisement spends affect the companys margins. The companys bottom line falls victim to the bloated and highly paid workforce, which affects its margins.
Weakness:
Little efforts over the Advertising of products. Distribution channel is not accurately categorized. Premium priced products, hence cant compete in low price segment. No separate strategy for rural market.
Opportunities :
The company's financial performance can receive a major boost from its cost reduction efforts.
There is a lot of scope of product and market diversification. Exports of products will also have huge chances in the coming years. 95
Threats
The slowdown in the economy has restricted topline growth of most FMCG majors and for Airtel also it will be difficult to maintain historical growth rates in such a depressed scenario.
Companys major raw materials are influenced by government policies / controls as well as vagaries of the monsoons. Fluctuations in the prices of raw materials would have significant impact on costs and margins of the company.
Moreover, inordinate hike in Broad Band Internet products would also increases companys production and distribution cost.
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8. CONCLUSION
It is seen that in the normal course of business as presented Knowledge of market is essential for the development of the product. Thus apparently there is an increasing need for the development of product in-syncro not only with customer needs but also try to provide more than customer basic needs. With the customer now becoming tech-savvy and prevalence of other service providers viz. Vodafone, Reliance, and BSNL etc. has resulted in a paradigm shift regarding consumer behavior and preferences and thus incorporation of changes effectively is the key word to success. Hence the effect of globalization is perceptible. This dynamic change has revolutionized marketing. CONSUMER IS THE KING is the new value proposition that is being called upon .In addition, there are many competitors providing more or less the same services and fighting for a greater share of pie. It is not surprising that new marketing ideas keep surfacing so as to meet the new market place tests. The problem is further compounded with anti-regional brand drive i.e. AIRTEL the voice of Rajasthan was also the pride of Rajasthan and Airtels takeover has resulted in some friction. This may lead to a tendency towards a general compromise / shifting of brands by the consumer in the market.
One way to deal with the problem is to ensure that some sort of solidarity is worked upon and transgression of AIRTEL into Airtel is smooth. The survey has identified major areas like Raisar plaza, M.I. Road and other prominent areas where emphasis has to be laid, so that appropriate targeting and distribution of cash cards for the different segments brings in results, moreover absence of exclusive showrooms or tie up with cellphone showrooms would be beneficial. Few giant players in the telecom sector have lead to cutthroat competition and 97
many organizations in the market are offering same/similar type of product/s with Vodafone ruling the roost (Jaipur). In the current market scenario, retailers play important role to create the image of the company and the product plus incentives are to be better packaged so that the network acts as a forum to advocate, pursue and promote the brand Airtel .The companies have to convince the customer and therefore advertising plays an important role in promoting the companys products and with the acquisition of AIRTEL by Airtel the onus has doubled.
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RECOMMENDATIONS
I have made following recommendation to the company after doing the summer training there:
The company should modify its credit policy as they only target the cash paying customers who are not easy to trace. The company should emphasis more on the quality of Pharmaceuticals Products it was mostly claimed by the exporters that their receipts from company doesnt matches with the samples quality shown before giving orders.
The company should make its marketing strategy flexible enough in order to face competition.
The company should keep an eye on the proper delivery of the goods to exporter on time, as it has been recommended by exporters to make the delivery on time. The company rate policy must be flexible enough to catch new customers because if company offers lower price to a new customer then he may continue buy the goods and can be a permanent customer for the company.
The company should offers such rate in the market so that it may able to catch a biger market share and it should be able to compete with the local traders and commission agents while having a brand name.
The company should take the opinion of exporters from time to time to know what problems they are facing from the companys side? And if any change they require in present supplying condition?
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Q.3 Among them, which Brand you, prefer most? Idea Vodafone Airtel
Good
Averag e
Below Average
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Q.5 If yes, which sources are used? Magazines Dealers Sales Executives Operators reference Pamphlets and catalogue Reference from friends and relatives Any other
Q.6
What are the features you look for in a product before making purchase decision? Give
preferences. Brand credibility Price and Discount After sales services and parts, network Value for money Vehicle performance Add on features or ergonomics of design
Q.7.
Which of these marketing / sales schemes attracts you while purchasing any
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Q.8
If you have to purchase a new connection or product in near future, which Brand will
Q.9
Are you aware of various promotional activities being run by Airtel, if yes then how? Are
you satisfied with these promotional activities? Very Satisfied Customer Care By Ad Films By Camp 24 hrs call center services Satisfied Somewha t Satisfied Not satisfied
Q.10 How would you rate Airtel performance as your expectation on 5 points scale (5 Highest ) 1 After Sale service Maintenance Product as per expectation 2 3 4 5
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11. BIBLIOGRAPHY
Books: 1. Chunawala S.A., Consumer Behavior, Sales and Distribution Management, Himalaya Publishing House, Second Edition 2008. 2. Cooper Donald R. and Schindler Pamela S. Business Research Methods, Tata McGraw Hill, Ninth Edition 2006 3. Kotler Philip, Keller Kelvin Lane, Marketing Management, New Delhi, Published by Dorling Kindersley (India) Pvt. Ltd, Second Edition 2006.
4. Kumar, V., Aaker, D. A. and Day, G. S. (2002) Essentials of marketing research,
Prentice Hall of India Private Ltd 6. Panda N.K., Sahadev Sunil, Ditribution Channel, Sales and Distribution Management, Oxford University Press, Fifth Edition 2006.
7. Ramaswamy, V.S. & Namakumari, S. (2003), Marketing Management: Planning,
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Economics and Business Facts for you (Jan 2009) India page of HT paper (Dec. 27,2009) The Business world (Feb 2009)
Jitendra Virahya s
JVIRAHYAS@GMAIL.COM
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