A PROJECT REPORT ON RETAILER PREFERENCE FOR AIRCEL CELLULER Ltd

[IN JORHAT, ASSAM CIRCLE]

Submitted for Partial fulfillment of the Degree of Master of Business Administration (2008-2010) of Vivesvaraya Technological University,

Belgaum, Karnataka

Acharya Institute of Technology, Bangalore

INTERNAL GUIDE EXTERNAL GUIDE

BALAKRISHNAN SIR MR. NAJRUL ISLAM[AIRCEL]

[SR. LECTURER A.I.T]

SUBMITTED BY

HEMANGA SAIKIA

USN- 1AY08MBA47

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MBA Institution, Acharya Institute of Technology, Bangalore

CERTIFICATE

This is to certify that, Mr. Hemanga Saikia bearing the USN No: 1AY08MBA 47, studying in IV Sem MBA at

our Institute has conducted this work titled In plant Training, based on original study conducted at ‘Aircel

Dishnet Pvt. Ltd. under the guidance of (Internal Guide) Mr. Balakrisnan, at Acharya Institute of Technology

(MBA Department), Bengaluru, & (External Guide) Mr. Najrul Ahmed Aircel Dishnet Pvt. Ltd. , Jorhat,Assam

, during the period from 2nd JANUARY 2010 to 3rd March 2009.

Further, it is declared that this report is the original work and has not been submitted to any other

University or Institute for the award of any Degree or Diploma.

Guide: Mr. Balakrisnan HOD :

(MBA DEPARTMENT)

Date:

Place: Bengaluru

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DECLARATION

I hereby declare that the project report on “RETAILER PREFERENCES’’ for Aircel Telecom. is written and submitted by me to VIVESVARAYA TECHNOLOGICAL UNIVERSITY towards the fulfillment for the study of MBA. This project is based on my knowledge and database gained from the company. The report written is original work of me. The contents provided are true to the best of my knowledge and belief.

I further declare that, this project report is not been copied and submitted to any other university for any other degree, or requirement course.

HEMANGA SAIKIA

USN -1AYO8MBA47

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ACKNOWLEDGEMENT

I would like to express my sincere thanks to all those instrumental in this project Work. First of all, I would to thank Balakrishna Sir, Faculty of ACHARYA INSTITUTE OF TECHNOLOGY for giving me this opportunity to do this project and learn from it. I am thankful to Aircel mobile services Ltd for giving me helpful information to complete this project (Research). I express my sincere thanks to Mr. Najrul.Islam of AIRCEL Celluler Ltd[Cell City] for helping me in giving me all relevant information about the product and service. My heart full thanks to the whole staff and customers (Corporate) of Aircel mobile services Ltd, who gave me continuous support in every possible manner to gain practical knowledge in Industry. Finally I would like thank all lecturers, friends and my family for the kind of support and to all who directly or indirectly helped me in preparing this project report and special thanks to website- www.aircel.com.

Date: Place: JORHAT,ASSAM

HEMANGA

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Executive summary

Topic of the project “RETAILER PREFERENCES for Aircel Celluler Ltd. in Assam Telecom Circle” Objective of the research To find out the counter potential of the each retailer Counter through market research Research Methodology “Personal interview” of the retailer with the help of design the questionnaire Findings There is a huge counter potential for the company and company only have to improve the distribution channel And maintain communication with the market about the schemes Conclusion Make a proper communication with the market and tell them about the schemes and increase the vas (value added Service).

Recommendation

Proper communication with the market

Proper promotion of the product

Improve network coverage

Increase margin for distributor and reimbursed the claims Of the retailer on time

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1. INDUSTRY PROFILE

TELECOMMUNICATION

The word telecommunication was adapted from the French word telecommunication. It is a compound of the Greek prefix tele-, meaning 'far off', and the Latin communicare, meaning 'to share'. Telecommunication is the transmission of signals over a distance for the purpose of communication. In modern times, this process almost always involves the sending of electromagnetic waves by electronic transmitters but in earlier years it may have involved the use of smoke signals, drums or semaphore.Today, telecommunication is widespread and devices that assist the process, such as the television, radio and telephone, are common in many parts of the world. There is also a vast array of networks that connect these devices, including computer networks, public telephone networks, radio networks and television networks. Computer communication across the Internet, such as e-mail and instant messaging, is just one of many examples of telecommunication. The basic elements of a telecommunication system are:· A transmitter that takes information and converts it to a signal for transmission· A transmission medium over which the signal is transmitted· A receiver that receives and converts the signal back into usable information Often telecommunication systems are two-way and devices act as both a transmitter and receiver or transceiver. For example, a mobile phone is a transceiver. Telecommunication over a phone line is called point-to-point communication because it is between one transmitter and one receiver; telecommunication through radio broadcasts is called broadcast communication because it is between one powerful transmitter and numerous receivers. A collection of transmitters, receivers or transceivers that communicate with each other is known as a network. Digital networks may consist of one or more routers that route data to the correct user. An analogue network may consist of one or more switches thatestablish a connection between two or more users. For both types of network, a repeater may be necessary to amplify or recreate the signal when it is being transmitted over long distances. This is to combat attenuation that can render the signal indistinguishable from noise. The shaping of a signal to convey information is known as modulation. Modulation is a key concept in telecommunications and is frequently used to impose the information of one signal on another. Modulation is used to represent a digital message as an analogue waveform. This is known as keying and several keying techniques exist — these include phase-shift keying, frequency-shift keying, amplitude-shift keying and minimum-shift keying. Bluetooth, for example, uses phase-shift keying for exchanges between devices.

HISTORY OF GSM

The GroupSpecial Mobile (GSM ) was created in 1982 by European Conference of postal and Telecommunications Administrations (CEPT) with the objective of developing a standard for a mobile telephone system that could be used across Europe. In 1989, GSM responsibility was transferred to the European Telecommunications Standards Institute (ETSI).The phase I of the GSM specifications were published in 1990. The first GSM network was launched in 1991 by Radiolinja in Finland. By theend of 1993, over a million subscribers were using GSM phone networks The growth of cellular telephone systems started in the early 1980s, particularly in being operated by 70 carriers across 48 countries.The Global System for Mobile communications (GSM: originally from Group Special Mobile) is the most popular standard for mobile phonesin the world. GSM service is used by over 2 billion people across more than 212 countries and territories. The ubiquity of the GSM standard makes international roaming very common between mobile phone operators, enabling subscribers to use their phones in many parts of the

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world. From the point of view of the consumers, the key advantage of GSM systems has been higher digital voice quality and low cost alternatives to making calls such as the ShortMessage Service (SMS).

The advantage for network operators has been the ability to deploy equipment from different vendors because the open standard allows easy inter-operability. Like other cellular standards GSM allows network operators to offer roaming services which mean subscribers can use their phones all over the world.GSM is a cellular network, which means that mobile phones connect to it by searching for cells in the immediate vicinity. GSM networks operate in four different frequency ranges. Most GSM networks operate in the 900 MHz or 1800 MHz bands. Some countries in the Americas (including the United States and Canada) use the 850 MHz and 1900 MHz bands because the 900 and 1800 MHz frequency bands were already allocated.The GSM logo is used to identify compatible handsets and equipment.There are four different cell sizes in a GSM network· macro· Micro· Pico· Umbrella cells.

The coverage area of each cell varies according to the implementation environment. Macro cells can be regarded as cells where the base station antenna is installed on a mast or a building above average roof top level. Micro cells are cells whose antenna height is under average roof top level; they are typically used in urban areas. Pico cells are small cells whose diameter is a few dozen meters; they are mainly used indoors. Umbrella cells are used to cover shadowed regions of smaller cells and fill in gaps in coverage between those cells. The network behind the GSM system seen by the customer is large and complicated

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in order to provide all of the services which are required. It is divided into a number of sections and these are each covered in separate articles.· The Base Station Subsystem (the base stations and their controllers).· The Network and Switching Subsystem (the part of the network most similar to a fixed network). This is sometimes also just called the core network.· The GPRS Core Network (the optional part which allows packet based Internet connections).

All of the elements in the system combine to produce many GSM services such as voice calls and SMS.

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2. COMPANY PROFILE:

A.BACKGROUND AND INCEPTION OF THE COMPANY

AIRCELMaxis’ expansion into Indonesia and India is another milestone in our aspiration to be the regional communications leader of choice. The acquisition of a 51% stake in PT Natrindo Telepon Seluler (NTS), Indonesia and a 74% equity interest in Aircel, India provides new growth opportunities for Maxis. These acquisitions give Maxis a strong foothold in two of the world’s most attractive high-growth, low-penetration markets. This marks the beginning of the new world of Maxis – a world beyond voice, andbeyond borders.

Maxis in INDONESIA

On 29th April 2005, Maxis acquired 51% of PT Natrindo Telepon Seluler. Maxis is currently in the middle of rolling out a Java wide network to establish the company as a national operator. Th initial launch phase encompasses 1,300 BTS, providing both 2G and 3G services. NTS expects to have up to 480 employees by launch date and to increasesignificantly upon launching.

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Maxis in India

Maxis completed the acquisition of a 74% stake in Aircel on March 21, 2006. Currently, Aircel has operations in 9 of the 23-telecom circles of India - Chennai, Tamil Nadu, West Bengal, Orissa, Assam, North East, Jammu and Kashmir, Himachal Pradesh and Bihar. Aircel launched its services in Bihar and Himachal Pradesh in December 2006 and also recently received the licenses to operate in the remaining 14- telecom circles of India giving it the ability to become a pan-India player. Maxis’ expansion into Indonesia and India is another milestone in our aspiration to be the regional communications leader of choice. The acquisition of a 51% stake in PT Natrindo Telepon Seluler (NTS), Indonesia and a 74% equity interest in Aircel, India provides new growth opportunities for Maxis. These acquisitions give Maxis a strong foothold in two ofthe world’s most attractive high-growth, low-penetration markets. This marks the beginning of the new world of Maxis – a world beyond voice, and beyond borders. MAP Maxis in Indonesia On 29th April 2005, Maxis acquired 51% of PT Natrindo Telepon Seluler. Maxis is currently in the middle of rolling out a Java wide network to establish the company as a national operator. The initial launch phase encompasses 1,300 BTS, providing both 2G and 3G services. NTS expects to have up to 480 employees by launch date and to increase significantly upon launching. Maxis in India Maxis completed the acquisition of a 74% stake in

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Aircel on March 21, 2006. Currently, Aircel has operations in 9 of the 23 telecom circles of India - Chennai, Tamil Nadu, West Bengal, Orissa, Assam, North East, Jammu and Kashmir, Himachal Pradesh and Bihar. Aircel launched its services in Bihar and Himachal Pradesh in December 2006 and also recently received the licenses to operate in the remaining 14 telecom circles of India giving it the ability to become a pan-India player. Aircel expects to aggressively grow its subscriber base in India and is developing a broad range of new propositions for its customers - from branding, to increased network coverage, to innovative product and service offerings, to refreshing customer experience. As of 31st December 2006, Aircel serves more than 4.5 million subscribers with a network comprising of almost 4,000 BTS. Aircel continues to be themarket leader in Tamil Nadu and Chennai circle. Aircel’s network provides 2G and GPRSservices, and is EDGE capable. Aircel is also currently in the process of conducting 3G Trials across different cities in India. In addition, Aircel is the first cellular operator in India to launch wireless Internet services using WiMAX technology. It aims to immediately extend its WiMax coverage to over 20 cities to serve enterprise broadband customers. Over the next few quarters, India is expected to add new subscribers at the rate of 5 to 6 million per month. India offers huge opportunities for Aircel given the current low mobilepenetrations levels as well as challenges in terms of its geographic spread and low ARPU levels. Aircel expects to aggressively grow its subscriber base in India and is developing a broad range of new propositions for its customers - from branding, to increased network coverage, to innovative product and service offerings, to refreshing customer experience. As of 31st December 2006, Aircel serves more than 4.5 million subscribers with a network comprising of almost 4,000 BTS. Aircel continues to be the market leader in Tamil Nadu and Chennai circle. Aircel’s network provides 2G and GPRS services, and is EDGE capable. Aircel is also currently in the process of conducting 3G Trials across different cities in India. In addition, Aircel is the first cellular operator in India to launch wireless Internet services using WiMAX technology. It aims to immediately extend its WiMax coverage to over 20 cities to serve enterprise broadband customers. Over the next few quarters, India is expected to add new subscribers at the rate of 5 to 6 million per month. India offers huge opportunities for Aircel given the current low mobilepenetrations levels as well as challenges in terms of its geographic spread and low ARPU levels Aircel’s current and proposed footprint is illustrated below.

B. NATURE OF THE BUSINESS CARRIED

Airce mobile services are one of India's largest providers of integrated communications services. The company has more than 17million customers and serves individual consumers, enterprises, and carriers, providing wireless, wireline, long distance, voice, data, and internet communications services through a number of operating subsidiaries. The company sells communications and digital entertainment products and services through its chain of Aircel mobile services retail outlets. The current network expansion undertaken by Aircel is the largest wireless network expansion undertaken by any operator across the world. Aircel has a reliable, high-capacity, integrated (both wireless and wire line) and convergent (voice, data and video) digital network. It is capable of delivering a range of services spanning the entire infocomm (information and communication) value chain, including infrastructure and services — for enterprises as well as individuals, applications, and consulting. Today, Aircel is revolutionizing the way India communicates and networks, truly bringing about a new way of life. We will leverage our strengths to execute complex global-scale projects to facilitate leading-edge information and communication services affordable to all individual consumers and businesses in India. We will offer unparalleled value to create customer delight and enhance business productivity. We will also generate value for our capabilities beyond Indian borders and enable millions of India's knowledge workers to deliver their services globally.

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C.VISION MISSION AND QUALITY POLICY

MISSION STATEMENT

We are conditionally committed to exceeding our customer’s expectations. we will provide network andservices that are innovative and reliable, allowing our customers any time anywhere communications. we will attract, develop and retain an exceptional team of people. We are committed to enhancing the quality of real life in the community in which we operate. We will meet the financial expectation of our shareholders.

OUR GOALS AND VALUES

CUSTOMERS: our customers are our most valued assets. we will strive to exceed their expectations at all time by providing them with superior services that embody value, innovation, quality and care.PEOPLE: our people are our greatest resources. we will attract, train and retain the best. We will challenge them to develop their full potential in the context of our company goals.INTEGRITY: We will maintain and strive for the highest levels of personal and professional integrity and honesty in all ours dealings. We will keep our promises.RESPECT: We will treat with respect & dignity all people we deal with.EXCELLENCE: We are committed to excellence in all what we do. There will be no place for mediocrity.WORK: We will promote a work environment that embraces creativity, promotes empowerment, and encourages team work, innovation, prudent risk taking, honest and open communication and respectful iconoclasmQUALITY: the hallmark of our internal and external outputs and processes will be quality. This will pervade every aspect of our functioning.

D.PRODUCT/SERVICES PROFILE

Aircel Products

Innovation almost solves all the problems! And when innovation and technology joins hand, it brings revolution!

Now experience a revolution with Aircel Products. Aircel offers a bouquet of Innovative products that are unique & simple to use with a single minded objective of solving a real problem. Our products are unique in a various ways to keep you one step ahead. We are focused on demonstrating our versatility in creating value to our subscribers through innovative products.

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Aircel mainly deal in its core business of cellular connection. It provides variety of products such as.-Postpaid mobile connections-Prepaid mobile connections-Recharge vouchers-Value added services-Broadband connectionsWith the help of these products company operate its business in the market & company launches other products but they can be depend on either the competition or customer preference.

SERVICES OFFERED IN ASSAM TELECOM CIRCLEPrepaid Start-up KitMRP(Rs. ) 49* 99**Talktime Value(Rs. ) 5 10Validity Period (days) 30 30Rolling validity Yes Yes

*Rs 49 comes with Pay Per min tariif.** Rs 99 comes with Pay Per second tariif where all local & STD calls are @ of 1p/second, limited period.Base Validity - Rolling Validity, Condition - Min Recharge of Rs 10 in a monthOutgoing Call Charges (Paise/Sec) SUK 99All Local Calls 1p/ 2secAll STD Calls 2p/secISD Calls as per below ZonesZone 1 11p/secZone 2 17p/secZone 3 70p/secZone 4 900p/secSMS(Paise/SMS)Local 60pNational 120pInternational 500p

- Local Aircel to Aircel will be charge @ 1p/ 2second for the first 30 days only post activation- All existing customers may recharge with Rs 20 and enjoy Pay Per Second Tariff.- Every months first 10,000 seconds of STD calls to be charged @ 1p/second and there after 2p/second.- The call duration is measured with accuracy up to +/- 1 second as per TRAI Regulations.- For new connection this is available only on SUK 99.

Outgoing Call Charges (Paise/Min) SUK 49All Local Calls 0.99To other mobile 0.99

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To landline 0.99STD(Outside North East telecom circle)To Aircel Mobile 1.00To other mobile 1.50To landline 1.50Billing Pulse 60 secsSMS(Paise/SMS)Local 1.00National 1.50International 5.00

- Customers may recharge with Rs 20 and enjoy Pay Per Second Tariff for 30 days- The call duration is measured with accuracy up to +/- 1 second as per TRAI Regulations.- For new connection this is available only on SUK 49.

Outgoing Call Charges (Rs./min) Base PlanLocal & Within North East telecom circleto Aircel mobile 0.99to other mobile 0.99to landline 0.99STD 1st min 2nd min 3rd min &

onwardsto Aircel mobile 1.50 1.00 0.75to other mobile 1.50 1.00 0.75to landline 1.50 1.00 0.75SMS (Rs./SMS)Local 1.00National 1.00International 5.00ISD (Rs/min)America, UK, France, Cyprus, Asia and Australia 6.40Gulf, Africa, Rest of Europe, Equador, Phillipines and SAARC Countries and Rest of the world

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Select Islands * 39.20INMARSAT 500.00

All existing customers may recharge with Rs 16 and enjoy 1.2.3 STD Tariff of 1st min @ Rs 1.50/min, 2nd min @ Re 1.00/min and 3rd min onwards @ 75p/min

The call duration is measured with accuracy up to +/- 1 second as per TRAI Regulations. Call charges are calculated based on the call units which are calculated by dividing call

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duration by the pulse rate defined in the Tariff Plan.

Prepaid Gramin Pack #

MRP Rs. 49Talktime Value Rs. 1.00*Validity Period 0

# Rural subscriber discount worth Rs 50 (Gramin SUK 49 + Re 1/- talktime free)* Rs 75 as talktime which will be given in 3 equal parts of Rs 25 on 3rd, 6th and 9th monthOutgoing Call Charges (Rs./min) of the Gramin PackLocal & Within Assam telecom circleto Aircel mobile 0.99to other mobile 0.99

to landline 0.99STD(Outside Assam telecom circle)to Aircel mobile 1.00to other mobile 1.50to landline 1.50Billing Pulse 60 secsSMS(Rs./SMS) - Gramin PackLocal 1.00National 1.00International 5.00ISD (Rs/min) - Gramin PackAmerica, UK, France, Cyprus, Asia and Australia 6.40Gulf, Africa, Rest of Europe, Equador, Phillipines and SAARC Countries and Rest of the world

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Select Islands * 39.20INMARSAT 500.00

Rolling PrepaidPrepaid Rolling PrepaidMRP (Rs.) 70Talktime Value (Rs.) 10Validity Period (days) 30†

Outgoing Call Charges (Rs./min) Standard Rolling Prepaid TariffsLocal & within Assam Telecom Circleto Aircel mobile 0.99to other mobile 0.99

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to landline 0.99STD (Outside Assam Telecom Circle)to Aircel mobile 1.00to other mobile 1.50to landline 1.50SMS(Rs./SMS)Local 1.00National 2.00

†Recharge with Rs. 10 in 30 days to enjoy extension of validity by another 30 days.†Terms and Conditions apply.

Postpaid Services » New PlansNew Postpaid Plans

Rental 99 199 299 349 499 549Local calls (Rs/min)to Aircel mobile 0.50 0.30 0.20 0.10 0.25 0.25to other mobile 0.50 0.30 0.25 0.25 0.25 0.25Landline 1.00 0.50 0.25 0.25 0.25 0.25STD calls (Rs/min)to Aircel mobile 1.00 1.00 1.00 1.00 1.00 1.00to other mobile 2.00 1.50 1.20 1.00 1.00 1.00landline 2.00 1.50 1.20 1.00 1.00 1.00SMS rates (Rs/msg)Local 1.00 0.50 0.25 0.25 0.25 FreeNational 2.00 1.00 1.00 0.50 0.50 0.50International 5.00 5.00 5.00 5.00 5.00 5.00Free Local Calls (in Minutes) 999 999Within Gp Calling 0.15 0.10 FreeInternational CallsAmerica, UK, France, Cyprus, Asia and Australia

6.40

Gulf, Africa, Rest of Europe, Equador, Phillipines and SAARC Countries and Rest of the world

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Select Islands * 39.20INMARSAT 500.00

STD @ 75p Topping Monthly Rental Benefit

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Monthly Plan Rental < 299 25 All STD Calls @ 75p/minMonthly Plan Rental >= 299 10 All STD Calls @ 75p/min

Topping Monthly Rental Benefit50 Aircel to Aircel STD @ 50p

Add-On Vouchers Monthly Rental BenefitSMS LOCAL 25 300 SMSSTD National 49 @ Re 1

Security Deposit Details Plan 99 Plan 199 Plan 299 Plan 349 Plan 499 Plan 549Enrolment Fee (Non refundable) 250 250 Waived Waived Waived WaivedLocal+STD 500 500 750 750 750 750Local+STD+NR 500 500 750 750 750 750Local+STD+ISD 1000 1000 1000 1000 1000 1000Local+STD+ISD+NR 1500 1500 1500 1500 1500 1500Local+STD+ISD+NR+IR 3000 3000 3000 3000 3000 3000

As per TRAI formatMinutes of Usage Plan 99 Plan 199 Plan 299 Plan 349 Plan 499 Plan 549100 202 281 375 422 574 629200 296 342 421 460 597 652300 389 404 466 497 620 675400 482 465 512 535 643 698500 575 527 558 572 666 7211000 1041 834 785 760 782 837

Above calculations are based on the following call patterns :Fixed Mobile (A-A)

Aircel to Local 20% 59%*Aircel to STD 7% 14%**

* Split of Local Mobile is 45% for Aircel-Aircel calls & 14% for Aircel-Other Mobile calls** Split of STD Mobile is 7% for Aircel-Aircel calls & 7% for Aircel-Other Mobile calls

** For Plans 299, 349, 499 & 549, minimum 3 members (Upto a Maximum of 100 members) is required for enrolment in any of the CUG Plans

The call duration is measured with accuracy up to +/- 1 second as per TRAI Regulations. Call charges are calculated based on the call units which are calculated by dividing call

duration by the pulse rate defined in the Tariff Plan.

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Other Highlights:

Roaming and VAS charges as applicable & Taxes if any are extra. Other terms and conditions as per the Customer Agreement Form. The company reserves the right to withdraw/modify any or all of the terms of the plan

at any time without any prior notice. Rentals will be charged on a pro-rata basis. No advance rental will be charged.

VAS

Aircel pocket internetNon-stop downloads of your favorite stars' Wallpaper, latest Polyphonic Ringtones, MP3 tones, True tones, Music Videos, Movie videos, Themes, Movie Themes and Mobile games only on Aircel pocket internet.

What's more, activating this service is free and browsing the portal is charged just @10p/10Kb. Please do check your handset compatibility for downloads.

To get settings:

Just SMS "WAP" to 121. On sending the SMS, you will receive the confirmation SMS.

Note:

If you do not receive the Over The Air settings even after 24 hrs, Please call Our Customer Care In Your Circle

Charges:

SMS sent to 121 will be Free. Browsing charges 10paisa/10 Kb.

Missed call alerts

Want to know who called you when your mobile was switched off or out of coverage area?

Just subscribe to the Aircel Missed Call Alerts service (MCA). There are two simple ways of doing it.Aircel 55500 Services

Aircel introduces 55500 Voice Portal! Dial 55500 to download latest ringtones, listen to latest news, dedicate songs and ur daily horoscopes. Call charges Rs.6/min.Total services on portal as follows:

Music Station Astrology Jokes

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Bollywood News Tips

Process Flow:

User calls the IVR – 55500 Welcome Message is played & Customer informed about the categories Every section in music contains different categories Subscribers can listen to music clips on their phone. User can press 1 for next song, 2 for previous, 3

to repeat the song and 4 if he wants to dedicate the song When the user selects a song, he is given the following options Press 0 to Download ring tone of the

song. Press 4 to dedicate the song The user can download the ringtone to his own phone or gift the ringtone to his friend To download a ringtone use is asked to select the type of phone for Nokia user will press 1 and for

any other phones user has to press 2 For music messaging user is asked to record the message after selecting the song. After the

confirmation of recording, user is asked to enter 10-digit number to whom he wants to dedicate The system makes an outgoing call to destination party ( the mobile number of the sender is

displayed) and plays out the music greeting In case the destination mobile number is busy or switched off at the time of first try. The system will

try five more times to deliver greeting

Music Stations:Assamese - Latest, Popular, Tribe, Zubin, BihuBengali - Latest, Asha Bhosle, Hemant Mukhrjee, Kishore Kumar, Lata Mangeskar, Kanika Banerjee, Mana De, Sandhya MukhrjeeHindi - Latest, Popular, Classics, Romantic, Remixes, Himesh, Shahrukh Kahn, Amir Khan, Imran Hashmi, Akshay Kumar, Saif Ali, Aishwarya, Priety Zinta, Priyanka Chopra, Kareena KapoorEnglish - Evergreen, Latest, Oldies, Instrumental, Pop, JazzAstrologyDaily, Weekly, NumerologyJokesGeneral Jokes, Office Jokes, Santa Banta, Politics, Relationship, One LinersBollywoodMovie Preview, Movie Reviews, Music Review, GossipsNewsNational, International, Business, SportsTipsHealth Tips, Fashion Tips, Home Décor, Cooking Tips, Love TipsNote - While Roaming, Outgoing SMS Rs. 3.45 & Incoming SMS free (for all services).

E.AREA OF OPERATIONS- GLOBAL/NATIONAL/REGIONAL

Business Aviation Broadband

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To give operators a true choice in connectivity solutions for their aircraft, Aircell offers the industry's largest selection of network services. In addition, it is the only company to offer high-speed data capabilities to business aircraft operators over more than one network.

For domestic operators flying above the continental U.S., Aircell High Speed Internet is the logical choice for true high speed connectivity in flight, providing passengers virtually all of the same Internet capabilities they are accustomed to on the ground. For global business aircraft operators,Aircell's SwiftBroadband solution provides seamless e-mail and light Internet functionality anywhere in the world.

Aircell High Speed Internet - U.S. Coverage

With the arrival of Aircell High Speed Internet, business aircraft passengers on U.S. flights can now use their laptops or PDAs to enjoy a true high-speed Internet experience - from full-on web surfing, to real time e-mail with attachments, streaming video, transferring large files, and accessing corporate VPNs. Simply stated, Aircell High Speed Internet represents the absolute best combination of speed, size and cost available today for any business aircraft.

Aircell's SwiftBroadband Solution - Global Coverage

By enabling the use of laptops and smartphones for e-mail and light Internet, as well as providing voice service over cabin handsets, Aircell's SwiftBroadband is a complete communications solution for deployment anywhere in the world. It is a brilliant technology geared to global operations and a very important part of Aircell's comprehensive product family.

NATIONALAircel commenced operations in 1999 and became the leading mobile operator in Tamil Nadu within 18 months. In December 2003, it launched commercially in Chennai and quickly established itself as a market leader – a position it has held since.

The Company has currently gained a momentum in the space of telecom in India post the allocation of additional spectrum by the Department of Telecom, Govt. of India for 13 new circles across India. These include Delhi (Metro), Mumbai (Metro), Andhra Pradesh, Gujarat, Haryana, Karnataka, Kerala, Madhya Pradesh, Maharashtra & Goa, Rajasthan, Punjab, UP (West) and UP (East).

REGIONALAircel began its outward expansion in 2005 and met with unprecedented success in the Eastern frontier circles. It emerged a market leader in Assam and in the North Eastern provinces within 18 months of operations. Till today, the company gained a foothold in 18 circles including Chennai, Tamil Nadu, Assam, North East, Orissa, Bihar, Jammu & Kashmir, Himachal Pradesh, West Bengal, Kolkata, Kerala, Andhra Pradesh, Karnataka, Delhi, UP(West), UP(East), Maharashtra & Goa and Mumbai.

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F.OWNERSHIP PATTERN

Aircel is a mobile phone service provider in India. It offers both prepaid and postpaid GSM cellular phone coverage throughout India. Aircel is a joint venture between gogo Communications of Malaysia and Apollo Hospital Enterprise Ltd of India. Maxis has a 74% stake in Aircel and the remaining 26% is with Apollo Hospitals. It is India’s fifth largest GSM mobile service provider with a subscriber base of over 27.7 million, as of October 31, 2009. It has a market share of 12.8% among the GSM operators in the country. As on date, Aircel is present in 18 of the total 23 telecom circles (including Andhra Pradesh, Assam, Bihar & Jharkhand, Chennai, Delhi & NCR, Himachal Pradesh, Jammu & Kashmir, Karnataka, Kerala, Kolkata, Mumbai, North East, Orissa, Rest of Maharashtra & Goa, Rest of Tamil Nadu, Rest of West Bengal, Uttar Pradesh East, Uttar Pradesh West) and with licences secured for the remaining 5 telecom circles, the company plans to become a pan-India operator by 2010. Additionally, Aircel has also obtained permission from Department of Telecommunications (DoT) to provide International Long Distance (ILD) and National Long Distance (NLD) telephony services. It is also a category A ISP. It is also having the largest service in Tamil Nadu.

G. COMPETITORS INFORMATIONS:

Cellular Service ProvidersAs on Apr 2007 India has 167 million mobile phone subscribers. Out of this 125 million are GSM users and 41 million CDMA users. BSNL, Bharti Airtel, Hutch, Idea, Aircel, Spice and MTL are the main GSM providersin India. Reliance Communications and Tata Indicom are the main CDMA providers in India.

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HOLDING COMPANYAIRCEL CELLULER Ltd

Bharti AirtelAirtel is providing cellular services in Delhi, Mumbai, Kolkata, Chennai, Assam, Andhra Pradesh, Gujarat, Haryana, Himachal Pradesh, Jammu and Kashmir, Karnataka, Kerala, Madhya Pradesh, Maharashtra, Goa, Orissa, Punjab, Rajasthan, Tamil Nadu,UP and West Bengal. Airtel is the No.1 cellular service provider in India using GSM technology. Airtel has 23% market share in India with a total subscriber base of 38million.Reliance CommunicationsReliance has both CDMA and GSM networks and total subscriber base of 29 million or 17% market share. It has GSM network in Assam, Bihar, Himachal Pradesh, Kolkata, North East, Madhya Pradesh, Orissa and West Bengal. Reliance has CDMA networks in other states and cities.Bharat Sanchar Nigam Limited (BSNL)BSNL is a state owned telecom company which has GSM presence in almost every cities and towns. BSNL has 27 million subscribers with a market share of 16%.Tata IndicomTata Indicom is a main CDMA provider in India with 16 million subscribers all over India. Tata Indicom has presence in almost every states and cities in India.

Airtel has more than 100 million subscribers and BSNL has half as much. But, BSNL’s revenues was more than Airtel’s until now. For the first time Airtel has surpassed BSNL to become country’s number one telecom operator in terms of subscribers and revenues.There is a drop of 0.4% in BSNL’s revenues when compared with the previous fiscal year. Airtel has increased its revenues by 39.8% - a very impressive growth. BSNL did not face the heat until now as the revenues weren’t dipping. That doesn’t hold good anymore and it has to buck up or revamp before it turns into an Air India. BSNL doesn’t have the same kind of excuses of Air India as it operates in a lucrative telecom market. The other operator which has seen a drop in revenues is MTNL. This is in spite of the entire 3G spectrum and the leg-up both BSNL and MTNL got from the government. Giving subsidies and special treatment doesn’t work after all. Reliance saw a decent growth of 23.1% and its revenues are 22341 crores. It is 3rd in line. The best growth in revenues was by IDEA Cellular at 50.7%. Airtel and Reliance are the 2 India based operators to feature in the top 20 telecom operators by subscribers.

H.INFRASTRUCTURAL FACILITIES

Aircel Business Solutions (ABS), part of Aircel, is an ISO 9000 certified company. ABS is a registered member of WiMAX forum – both in the Indian and International Chapters. ABS’ product range includes enterprise solutions such as Multiprotocol Label Switching Virtual Private Networks (MPLS VPNs), Voice over Internet Protocol (VoIP) and Managed Video Services on wireless platform including WiMAX.In latest news, Maxis, Aircel's majority stake holder, raised RM11.2 billions (USD 3.36 billions)for its shareholders, making it the largest IPO in Malaysia and Southeast Asia.

Aircel boat. Aircel, placed an actual dinghy lifeboat to a downtown billboard. A rope with a sign reading, “In case of emergency, cut rope”, held up the branded raft. July 15, 2009 the monsoon arrived and so did Aircel customer service. The dinghy was cut down and pedestrians were safely transported. What Aircel calls “Corporate Social Responsibility – A Solution”. The company was able to generate positive publicity and show consumers that they care.

22

Beautification of Anna Flyover has been taken up Aircel for a period of three years, the contract has been awarded by TNRIDC and executed by Chennai based outdoor advertising agency [Abra Media Networks http://www.abramedia.in/]. this project boasts of first of its kind lighting solution for the entire strech of the bridge and many other landscapes to enhance the look of the whole bridge. as far as the utility is concerned, they are building a dedicated toilet for the police guarding the Anna Flyover and the US Embassy. Once this flyover is being beautified, Aircel plans to maintain it for 3 years.

Aircel had appointed Standard Chartered Bank, Nomura and N M Rothschild for sale of its tower business. While an initial agreement with a selected bidder could be in place shortly, the deal closure may be some months away as Aircel will have to de-merge the tower operations.

Aircel has over 12,000 towers but this number could touch 20,000 by the end of this fiscal.

A source said, Aircel had earlier explored the option of retaining at least 26% when the sale process started this year. The value unlocked will help Aircel’s $5-billion capital expenditure plan over the next three to five years.

Aircel was bought over by Malaysia’s Maxis Telecom for $1.08 billion in 2005. The Reddy family of Apollo Hospitals Group of India holds 26% in Aircel through its entity Sindya Securities & Investments Private Limited

The Aircel tower business sale is in line with the growing deal activity in this space with consolidation being the name of the game. Besides, nearly half a dozen new telcos have entered the market this year whose business existing players are eyeing.

The most recent deal in the space between ATC and Transcend valued each tower at a little over Rs 29 lakh. This was relatively low as Transcend operated only 325 wireless communications sites. The Nasdaq-listed ATC also acquired Gurgaon’s XCEL Telecom this year, giving it more than 2,500 sites in the country. ATC's acquisitions of Xcel in March this year saw each tower valued at Rs 44-47 lakh.

I.ACHIEVEMENTS/AWARDS

Aircel has won many awards for its services. Aircel was honored at the World Brand Congress 2009 with three awards, Brand Leadership in Telecom, Marketing Campaign & Marketing Professional of the Year. Aircel was honored by CMAI INFOCOM National Telecom Award 2009 for, ‘Excellence in Marketing of New Telecom Service’. Aircel had been selected as the best regional operator in 2008 by Tele.net. Aircel was

23

Board of Directors

Chairman

Managing Director

General Manager

Personal & Administrative Manager

Marketing Manager

Finance Manager

Project Manager

Zonal Manager

rated as the top mid-size utility company in Business World’s ‘List of Best Mid-Size Companies’ in 2007. Aircel got the highest rating for overall customer satisfaction and network quality in 2006 by Voice and Data.

Aircel is one of the sponsors of the Indian Premier League Cricket Team Chennai Super Kings, which is captained by Mahendra Singh Dhoni. It is also the major sponsors for Chennai Open (the only ATP tennis tournament in India), and Professional Golf Tour of India.

In latest news, Maxis, Aircel's majority stake holder, raised RM11.2 billions (USD 3.36 billions)for its shareholders, making it the largest IPO in Malaysia and Southeast Asia.

Aircel boat. Aircel, placed an actual dinghy lifeboat to a downtown billboard. A rope with a sign reading, “In case of emergency, cut rope”, held up the branded raft. July 15, 2009 the monsoon arrived and so did Aircel customer service. The dinghy was cut down and pedestrians were safely transported. What Aircel calls “Corporate Social Responsibility – A Solution”. The company was able to generate positive publicity and show consumers that they care.

Beautification of Anna Flyover has been taken up Aircel for a period of three years, the contract has been awarded by TNRIDC and executed by Chennai based outdoor advertising agency [Abra Media Networks http://www.abramedia.in/]. this project boasts of first of its kind lighting solution for the entire strech of the bridge and many other landscapes to enhance the look of the whole bridge. as far as the utility is concerned, they are building a dedicated toilet for the police guarding the Anna Flyover and the US Embassy. Once this flyover is being beautified, Aircel plans to maintain it for 3 years.

J.WORK FLOW MODEL

24

K.FUTURE GROWTH AND PROSPECTS

Aircel, Infosys in pact for mobile apps

Mobile operator Aircel on JAN 2010 said it has signed a pact with Infosys Technologies to offer a range of mobile phone applications.

GSM service provider plans to expand its operations and become a pan-India operator by June

Telecom service provider Aircel today said it plans to invest $1.4 billion (over Rs 6,474 crore) this year on expanding its operations and become a pan-India GSM operator by June, reports PTI.

"We plan to invest $1.4 billion this year for expanding our networks and on existing operations. By June 2010, we plan to have operations in all 23 telecom circles in the country," Aircel chief operating officer Gurdeep Singh told PTI.Talking about the company's future investment plans, Mr Singh said Aircel will invest another $2.6 billion in the next two years (2011 and 2012).

At present, the telco operates in 18 telecom circles across the country. It plans to launch its service in the remaining circles of Haryana, Madhya Pradesh, Rajasthan, Gujarat and Punjab by June, making it a pan-India operator.

Aircel is also aiming to triple its subscriber base to a record 100 million users by 2012, said Aircel director Sandip Das, who is also the chief executive officer of Maxis Communications.

25

Malayasia's Maxis Communications controls Aircel. At the end of January, Aircel had a subscriber base of 33 million.

Aircel is at the fifth place among pure GSM operators, with a market share of 8.38% after Bharti, Vodafone, Idea and BSNL.

Asked whether Aircel has plans to go for an initial public offering and list the company on bourses, Mr Das said there was no plan this year to raise funds through this route.

"The company's growth is not restricted for lack of funds," he added. "The tower (business) hive-off had given us liquidity of around $3 billion. We will reinvest (it) in the current business," Mr Singh said.

Last month GTL had acquired 17,500 towers from Aircel for $1.8 billion (Rs 8,400 crore) with rights to roll out 20,000 more towers for Aircel.

Apart from speeding up its pan-India growth, Aircel plans to foray into the enterprise business segment and target corporate and SME (small and medium enterprises) customers.

3. McKENSY’S 7 S FRAMEWORK WITH SPECIAL REFERENCE TO ORGANISATION UNDER STUDY

The Seven S frameworks first appeared in the art of Japanese

management by Richard Pascal and Anthony Athos in 1981.

They had been looking at now Japanese industry so

successfully at the same time that tom peters and Robert

were exploring what made a company excellent. The seven s

model was born at a meeting of the four in 1978. it went on

to appear in the search of expeller and water man was taken

up a basic tool by the global management consultancy.

26

The 7-s model is the tool for management analysis and action that provide a structure with which to

consider a company as a whole, so that the organization problems may be diagnosed and a strategy may

be developed and implemented.

The 3Ss across the top of the model are described as ‘Hard Ss’:

Strategy: The direction and the scope of the company over the long term.

Structure: The basic organization of the company, its department, reporting lines, areas of expertise, and

responsibility (and how they inter-relate).

Systems: Formal and informal procedure that govern everyday activity, covering everything from

management information system, through to the systems at the point of contact with the customer (retail

systems, call centre systems, online systems, etc).

The 4Ss across the bottom of the model are less tangible, more cultural in nature, and were termed ‘Soft

Ss’ by McKinsey:

Skills: The capabilities and competence that exists within the company that does best.

Shared values: The values and beliefs of the company. Ultimately they guide employees towards ‘valued’

behavior.

Staff: The Company’s people resources and how they are developed, trained, and motivated.

Style: The leadership approach of top management and the company’s overall operating approach.

Effective organization achieves a fir between these elements this criterion is the origin of the name of the

model: diagnostic model for the organizational effectiveness. If one element change in hr-systems like

internal career plans and management training will have an impact on organizational culture (management

style) and thus affect structures, process, many organization focus their efforts on the hard S’s, strategy,

stricture and system. They are less for the soft S’s, skills, staff and style and shared values. Peters and

waterman in “in search of excellence” commanded however, that most successful combines work hard at

27

these soft S’s. The soft factors can make or break a successful change process, since new structure and

strategies are difficult to build upon in appropriate culture and values. These problems often come up in

the dissatisfying result of spectacular mage-mergers. The lack of success and synergies in such mergers are

often based in clash of completely different culture, values, and style, which make it difficult to establish

effective common systems and structures.

Mc Kinsey’s 7s framework provide us a useful framework for the analyzing the strategy attributes of the

organization. The McKinsey consulting firm identified strategy as only one of seven elements exhibited by

the best-managed companies.

Strategy, structure and system can be considered the hardware of success whilst style, staff, skill and

shared values can be seen as the software.

Companies in which these soft elements are present are usually more successful at the implementation of

strategy.

Structure

An organization structure is the important strategic management variables. Organization structure is the

framework of reporting relationship roll definitions and accountabilities that are intended to assist the firm

in meeting its mission and objectives.

Strategy

The strategy is the link between the objectives, the company desire to achieve and the detailed set of

actions, which are needed to take in order to achieve those objectives. Strategy is the sense of direction

gives to all in the firm from the complete set of elements Of the strategic planning process through clearly

formulated and clearly communicated mission objective strategies implementation programs and feed

back and control systems. Only through this the firm has the common cause to reach with the

organizational flexibility.

System

Systems apply to many aspects of the firm but system is must often used with reference to management

information system and marketing information system. This is an interlocking framework of hardware of

28

people and of procedures. The strategic day-to-day running of the business repairs the speedy collection of

information.

Style

All firm develop a style and culture, how ten are done round here. This can be related to how people work

together, how they dress, how they interact in work situations. The important points are that the

individuals in the organizations need to relate to the style and that different style may develop and exist in

various departments in the organization. This is necessary to be considering in the selection of staff that it

fits in organization style and culture and are comfortable with it.

Staff

Various positions in the company require different contributions and thus have the implication that

different people are needed to fit these various roles. Certain positions require people with special skills

other required special knowledge and also different types of personalities. It is essential that the company

recruits selects and develops the right people for mix of role requirements.

Skill People in an organization need skill such managerial engineering, application technology science etc.

in organization context people also need business skill such as marketing, finance and planning etc. in

evaluating that the right skill is present in accordance to the organizational changing scenarios.

Shared values

For the firm to succeed there must be set shared values of ethics. The clear understanding of minimum

aims and objectives is presently. It is through the preserved its formulation reformulation and

communication that these shared values are understood and accede by all employees of the organization.

STRUCTURE

1. Entrepreneur Guidance Cell

Entrepreneur guidance cell provides the prospective entrepreneurs in setting up new projects, of loan

application and conducting screenings committee meeting.

2. Business Development and Credit Research Department

29

The main function of this department is to conduct a series of business development progress at every

district level and to bring new client to the organization

3. Treasury Debenture trust Department

Its main responsibility is for the procurement of funds from the various sources as and when the need

arises.

4. Finance and Accounting Department

This department is responsible for maintaining various accounts, ledgers, cash book and other books of

account as well as income tax filling of statutory returns and statements.

5. Internal Audit Department

Auditing book of accounts, loan fills etc to check whether the norms and guidelines of the corporation are

followed up while sanctioning loan considering disbursement and is recovery of the loan.

6. Computer Section Department

This department is solely responsible for providing up to date information of all branches all departments

etc required by the management

7. Legal Advisor Department

This department attends to all legal matters affecting the interest of the corporation. The legal documents

are kept as record for the purpose of suing in the required case.

8. Recovery Department

Recovery of the loan sanction by the corporation and all other related functions rescheduling of loans,

effecting changes of company’s assisted, effective takeover of defeating units and instituting recovery

proceedings.

9. Credit Rehabilitation Department

This formed for rehabilitant of potentially viable sick units monitoring all whose task, is to assess the

eligibility for rehabilitation assistance.

30

4. SWOT ANALYSIS

Including SWOT analysis, has been the subject of much research. Strengths: attributes of the organization those are helpful to achieving the objective. Weaknesses: attributes of the organization those are harmful to achieving the objective. Opportunities: external conditions those are helpful to achieving the objective. Threats: external conditions that is harmful to achieving the objective. SWOT analysis can be used for all sorts of decision-making, and the SWOT template enables proactive thinking, rather than relying on habitual or instinctive reactions. The SWOT analysis template is normally presented as a grid, comprising four sections, one for each of the SWOT headings: Strengths, Weaknesses, Opportunities, and Threats. The free SWOT template below includes sample questions, whose answers are inserted into the relevant section of the SWOT grid. The questions are examples, or discussion points, and obviously can be altered depending on the subject of the SWOT analysis. Note that many of the SWOT questions are also talking points for other headings - use them as you find most helpful, and make up your own to suit the issue being analyzed. It is important to clearly identify the subject of a SWOT analysis, because a SWOT analysis is a perspective of one thing, be it a company, a product, a proposition, and idea, a method, or option, etc. Here are some examples of what a SWOT analysis can be used to assess:

a company (its position in the market, commercial viability, etc) a method of sales distribution a product or brand a business idea a strategic option, such as entering a new market or launching a new product a opportunity to make an acquisition a potential partnership changing a supplier outsourcing a service, activity or resource an investment opportunity

Strength

Low entry cost

Commission structure

Fast activation process

Connectivity

Data GPRS

Brand image

Distribution network

Weakness

Limited product portfolio- Only Mobile

Network

Lack of Competitive Strength

Limited Budget

31

Opportunity

Specialist Application

Rural Telephony

New Market, Vertical, Horizontal

Competitors` Vulnerabilities

Threats

Political destabilization.

New Entrants

IT Development

Market Demand

Seasonality Weather Effects

5. ANALYSIS OF FINANCIAL STATEMENT

Chennai-based Aircel is beginning to play a major role in the financial performance of Malaysia’s Maxis Communications ever since it was acquired in March 2006 from C Sivasankaran of the Sterling Group.Aircel has substantially increased its contribution in Maxis’ overall revenue as well as in the EBITDA growth, besides the overall subscriber growth during the first quarter of 2007. Aircel’s contribution to Maxis overall revenue in the first quarter has gone up sharply to 15% as against 10% in the previous quarters, while the contribution to EBITDA went up to 9% as against 7% a few quarters ago, Maxis said in acommunication to investors recently. In value, Aircel contributed RM 320 million (close to Rs 390 crore) to the group’s turnover of RM 2,157 million (Rs 2,600 crore) in the quarter as against RM 29 million (Rs 38 crore) ie more than 10 times over the previous quarter. Similarly, Aircel’s contribution on EBITDA was around RM 102 million (close to Rs 122 crore) as against group’s EBITDA of RM 1,082 million (Rs 1,300 crore), Maxis pointed out. The Indian arm was key to this increase in the group’s both revenue and EBITDA, the company said further.This was possible, as the subscriber base of Aircel has more than doubled to 5.5 million as of March 2007 as compared to 2.6 million a year back, taking Maxis's total subscriber base to 14 million during the quarter. Aircel managed to retain its market share in Chennai and Tamil Nadu with 26% and 29%,respectively. In the other five circles, the company's market share rose from 9.3% to 11% in the current quarter . In the last quarter under review alone Aircel has gained 1 million subscribers, Maxissaid. Aircel is operational in nine circles with an immediate market coverage to 350 million people, a quick gain on population from last quarter's 230 million people from seven circles. Having earmarked around $1 billion investments in India over a period of three years, Maxis sees its Indian subsidiary become a key player in the group’s overall growth in revenue and profits.

6. LEARNING EXPERIENCE

32

The Internship training truly gave me the exact picture of present corporate world. The thinking of us was

different before going to the Internship training. Ours was bookish knowledge and were determining the

corporate world in narrow sense.

While doing the project in AIRCEL TELCOM Ltd, I am impressed mainly by the strategy, system, recruitment

procedure and skills of the organization.

33

PART-B

34

A. GENERAL INTRODUCTION

STATEMENT OF THE PROBLEM

The first step in any marketing research is to define the problem. In defining the problem, the researcher should take into account the purpose of study, the relevant background information and the information needed.

AIRCEL is private sector Company undertaking by Maxis group. When I was in that company during the training period I have seen that company is facing some problem regarding distribution and dealers. So like other problem I was concentrating that problem also. One more problem I have seen that poor network coverage, connection errors, network congestions etc.

OBJECTIVE OF THE STUDY

The Indian communications scenario has transformed into a multiplayer, multi product market with varied market size and segments. Within the basic phone service the value chain has split into domestic/local calls, long distance players, and international long distance players. Apart from having to cope with the change in structure and culture (government to corporate), Aircel has had to gear itself to meet competition in various segments – basic services, long distance(LD), International Long Distance (ILD), and Internet Service Provision (ISP).It has forayed into mobile service provision as well. Objective of study are:

What marketing strategies the Aircel is implementing to defend and increase the market share.

To find who are the competitors of the Aircel and the market shares of the competitors and what strategies Aircel is implementing to beat its competitors.

To find out how Aircel react to the technology changes in the communications sector.

35

SCOPE OF THE STUDY

A project is a scientific and systematic study of real issues on a problem with the application of

management concept and skills. The study can deal with small or big issues in any division of an

organization. It can be case study where a problem has been dealt with, through the process of

management. The essential equipment of a project this that, it should contain scientific collection of data,

analysis and interpretation of data leading to valid conclusion. Project is an essential part in MBA

curriculum. It enables the student to share the real experience in industry & Market. My project has placed

in Market Research. The topic of my project was RETAILER PREFERANCES FOR AIRCEL . This project report

tends to give a sharp picture of the. Telecom industry I hope, this study can be of some help to the telecom

industry of his product and service.

36

METHODOLOGY

Research methodology is a way to systematically do the job. It may be understood as a science of studying how research is done scientifically. The most desirable approach with regards to the selection of the research methodology depends on the nature of particular work, time and resources available along with the desire level of accuracy.

The research process methodology consists of six steps and these steps are as follows:

1. Problem definition.

2. Development of an approach to the problem.

3. Research design formulation.

4. Field work or data collection.

5. Data preparation and analysis.

6. Report preparation and presentation.

Research Type Descriptive Research

Data Source Primary Data

Research Instrument Questionnaires

Type of Questionnaires Structured

Sampling Unit Retailers

Sampling Method Judgmental

Contact Method Personal Interview

RESEARCH DESIGN

A research design is a framework for conducting the marketing research project. It details the procedure necessary for obtaining the required information, and its purpose is to design a study that will test the hypothesis of interest, determine possible answers to research questions and provide the information needed for decision making.

Formulating the research design involves the following steps:-37

(a) TYPE OF RESEARCH DESIGN: Descriptive Research.

(b) METHOD OF COLLECTING QUANTITATIVE DATA:-

(c) SCALING TECHNIQUES:-

METHOD OF SCALING: The scaling method which we are using in our questionnaire is

1. NOMINAL SCALE.

2. RANK ORDER SCALE

(d) SAMPLING TECHNIQUES:-

1. TARGET POPULATION: All Aircel customers of Assam.

2. SAMPLING FRAME: All customers of Jorhat Urban region.

3. SAMPLING SIZE: Our sample size will consist of 100 respondents.

4. SAMPLING TECHNIQUE: We are using SIMPLE RANDOM sampling technique.

(e) FIELD WORK: - Our field force consists of 1 MEMBER only and our field is Jorhat district.

LIMITATIONS OF THE STUDY

No study is free from the limitations, so does ours. There are many limitations that we encountered during the course of our study and research process

Our study is restricted to JORHAT [ASSAM] region only. Our study is restricted to AIRCEL CUSTOMERS only if they would have included other customers

also then the wider analysis could have been done. Some questions regarding the attitude of the customers also depends on the mood of the

respondent and at the time during which they were interviewed. Limitation of time. Small sample size. Like any other research the limitation of personal bias of respondent limits the scope of the study. Some of the respondents refused to fill the questionnaire.

B. ANALYSIS /DESIGN

38

1. DATA INTERPRETATION OF CUSTOMER‘S SURVEY

Age group – Tabulating in percentage the age group of customers

AGE GROUP %

18-25 25

26-35 47

36-45 22

Above 45 6

PERCENTAGE0

5

10

15

20

25

30

35

40

45

50

18-2526-3536-4545+

Above figure shows that researcher having surveyed 18 respondents, 25% belong to age group 18-28%, 47% belong to age group 28-35%, belong to age group 36-45 and 6% above age of 45.

39

1. What is the frequency of DSE visit?

PERCENTAGE

0

10

20

30

40

50

60

DAILYTWICE A WEEKTHRICE A WEEKNONE OF THE ABOVE

40

3. What was the retailer expect about the brand Aircel?

PERCENTAGE

0

10

20

30

40

50

60

70

LOW COST BENEFIT BRANDHIGH MARGINBOTH OF THE ABOVE

41

4. Whether DSE properly communicate about the scheme?

PERCENTAGE

46

47

48

49

50

51

52

53

YESNO

42

5. How the retailers feel about the brand Aircel?

PERCENTAGE

0

5

10

15

20

25

30

35

40

VERY GOODGOODSATISFACTORYPOOR

43

6. What nature of problem you face with Aircel?

PERCENTAGE0

5

10

15

20

25

30

35

40

45

50

NETWORK RELATEDCLAIM RELATEDPRODUCT AVAILABILITYPRODUCT AWARENESS

44

7. How much quantity of SIM cards you keep for sale in your shop?

PERCENTAGE

0

10

20

30

40

50

60

70

30+20 TO 3010 TO 20LESS THAN 10

45

8. Do you have full information about the about the consumer as well as the retailer scheme?

PERCENTAGE

0

10

20

30

40

50

60

70

YESNO

46

9. Are you satisfied with the scheme?

PERCENTAGE44

45

46

47

48

49

50

51

52

53

54

YESNO

47

10. How is the network of Aircel?

PERCENTAGE

0

5

10

15

20

25

30

35

40

VERY GOODGOODSATISFACTORYPOOR

48

11. How do you feel about the service of aircel?

PERCENTAGE0

5

10

15

20

25

30

35

40

45

50

GOODSATISFACTORYAVERAGEPOOR

49

12. How much time is taken by the company to reimburse your claim?

PERCENTAGE0

10

20

30

40

50

60

LESS THAN 1 MONTH1 - 2 MONTH2 - 6 MONTH6 & ABOVE

50

13. Are you satisfied with the claim reimbursement facility of Aircel?

PERCENTAGE0

10

20

30

40

50

60

YESSeries 2

51

14. Are you fully satisfied with Aircel?

PERCENTAGE

44

45

46

47

48

49

50

51

52

53

54

YESNO

52

15. Are retailer’s expectations fulfilled by the company?

Category 1

44

45

46

47

48

49

50

51

52

53

54

YESNO

53

INTERPETATIONS OF RESULT

1. In case of DSE visit 15% of respondents says daily, 53% respondents says twice a week & 18% respondents mention none of the given data.

2. About retailer expectation14% of respondents says low cost benefit brand21% says high margin65 % says both.

3. In case of DSE communication with retailers52% respondents says yes.48% respondents says no.

4. Retailers response about the brand Aircel 17% of respondents says very good 29% of respondents says good 38% of respondents says satisfactory 16% of respondents says poor.5. Nature of the problem faced by the retailer 44% of respondents says network related 7% of respondents says claim related 41% of respondents says product availability 8% of respondents says product awareness6. Quantity of SIM cards kept with retailers 66% of respondents says more than 20 21% of respondents says 20-30 11% of respondents says 10-20 2% of respondents says less than 10.7. In case of information of retailer as well as consumer schemes 59% of respondents says yes 41% of respondents says no8. Retailer satisfaction of schemes 53% of respondents says yes 47% of respondents says no9. Network of Aircel 7% of respondents says very good 21% of respondents says good 36% of respondents says satisfactory 36% of respondents says poor.10. Service of Aircel? 16% of respondents says good 46% of respondents says satisfactory 28% of respondents says average

54

10% of respondents says poor

11. Time taken by the company for claim settlement21% of respondents says less than 1 month48% of respondents says 1-2 month24% of respondents says 2-6 month7% of respondents says more than 6 month

12. Satisfaction of retailers with claim reimbursement facility of Aircel55% of respondents says yes45% of respondents says no.

13. Respondents satisfaction with Aircel53% of respondents says yes47% of respondents says no.

14. Retailer expectation fulfilled by the company47% of respondents says yes53% of respondents says no.

55

FINDINGS

Retailers Finding

Services provided by Retailers: - All the retailers are dealing in all services i.e. providing Recharge Voucher, SIM, and Tariff Voucher of all the cellular service companies present in Jorhat zone. Also most of them provide only pre-paid connection.

Satisfaction: - Most of the retailers i.e. around 53% of respondents are satisfied with Aircel brand, 10% of them push Aircel brand to the customer and rest 47% retailers are not satisfied with Aircel brand due to network problem in some area.

Problems: - Around 44% of the respondents that there is network problem with Aircel, on the other hand they found its competitors viz. Airtel, BSNL, Vodfone network connectivity of very good to good level.

Support from company: - Most of the retailer ensnared that they are supported by the companies’ personnel & companies’ helpline. All companies provide POP (Point of presence) at right time and in adequate number. Quality of POP is not so good. They do not stay for long time.

Claim process: - The process of claim distribution is done by within 30 days to the retailers moreover 77% retailers want immediate claim in their E.tops from company.

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C. CONCLUSIONS & RECOMENDATIONS

CONCLUSION:

Indian economy is an emerging one and is growing very fast at the average GDP rate 8-9% so in this emerging market competition level among telecommunication services provides new players are coming who will necessarily intensify the competition.

New products and new schemes are being offered by the telecom service providers. The need for large information capacity has grown tremendously due to the demand of real time

information. Telecommunication has now become a major information transmission system and telecom has

undoubtedly emerged as the most important industry in India. Indian telecom companies are putting in their best offer to rope in major telecom operators of the world e.g. Vodafone, Aircel and MTNL etc. are playing their role in synergy with the operation of the Indian companies.

Process of acquisition and merger are in process and future will be only for those companies who have an edge over others in the field.

Service provided and the better quality of network etc. is provided at affordable cost. In this process of competition it is assumed that only those companies will survive who adopt

suitable market strategy and technology innovation and up gradation to suit the aspiration and demand of the consumer Aircel mobile services ltd is very fast catching up with the market by providing cheaper calling rates.

The market strategies adopted by its executives are bearing fruits and the company although being the Second one to enter the market of Bihar & Jharkhand has found a suitable niche and recognition in the consumer.

But this is not a thing for self contentment as the survey reveals that in network, service and distributor, its place is very far behind to other competitors viz. Airtel, BSNL, and Vodafone etc.

To upgrade its quality of network and services is urgently called for Market access and growth.

RECOMMENDATIONS:

Recommendation and Suggestion On the basis of extensive study and research, here are some recommendation and suggestion which may help the company to market the product and service more profitability and increase its share in the Telecom market.

1. PROMOTIONAL ACTIVITIES

The company expands the budget allocation for promotional campaign in Assam. It has affected the sale service brand image of Aircel especially in Assam Circle. Low supports in promotion have lead to fluctuation in sale There may be some useful tools which can be summed as follows:-

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Advertising – Advertising should have a clear objective and message, which has not been found in recent ads. Reliance is a faster growing provider service in each state .every offers and schemes they should show with proper message for benefit to the customer. In busy life customer do not remembered any offers and which service we can provided for the customer therefore they should by force showing advertisement in growing market and among customer. Customers want continuously exposure in Cable and Local newspapers.

Persuasive Advertising: - Now there is a need of persuasive advertising for Reliance service which can be moved into the category of ―comparative advertising‖. It will help the company to establish the superiority of its brand service through specific comparison of one or more attributes and features.

Technical Expertise: - The advertisement should show the company’s expertise, experience and pride in market the product service sale.

Media:-A combination of print ads and TV commercial do a better job. Local ads and publicity should be giving more stress. Hoardings, banners, wall painting should be promoted, as some expenses are also beard by dealers.

A. SALES PROMOTION: Cash discount Premiums Appointment of sale promoter at preferred & big retailer’s financial schemes.

B. OCCASIONAL DISCOUNT: The Company may go for occasional discount offers or price off from time to time specially during any festival. Off season discount may also prove helpful to check fluctuating sales.

C. PRODUCT QUALITY AND TECHNICAL FEATURES: As for as some hand set mobile product quality is concerned; there is an urgent need of technical up gradation of mobile product line. It would be beneficial for company to launch some colors mobile hand set with the some added feature and minimum price. Bundle offer should be more aggressive and here bundle with Nokia and LG also.

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ANNEXURE [QUESTIONAIRE]

QUESTIONAIRE REGARDING SATISFACTION OF RETAILERS

PLEASE FILL THE COLUMNS HONESTLY[Tick appropriate box]

Personal Details1. Name of the Respondent:2. Address:3. Telephone no or cell no:4. Age:5. Sex:6. Marital status:

1. What is the frequency of DSE visit?

A. Daily

B. Twice a week

C. Thrice a week

D. None of the above

2. What was the retailer expect about the brand Aircel?

A. Low cost benefit brand

B. High margin

C. Both of the above

3. Whether DSE properly communicate about the scheme?

A. Yes

B. No

4. How the retailers feel about the brand Aircel?

A. Good

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B. Very good

C. Satisfactory

D. Poor

5. What nature of problem you face with Aircel?

A. Network related

B. Claim related

C. Product availability

D. Product awareness 6. How much quantity of SIM card you keep for sale in you shop?

A. More than 30

B. 20 -30

C. 10-20

D. Less than 10

7. Do you have full information about the consumer as well as retailer schemes?

A. Yes

B. No

8. Are you satisfied with the schemes?

A. Yes

B. No

9. How is the network of Aircel?

A. Very Good

B. Good

C. Satisfactory

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D. Poor

10. How do you feel about the service of the Aircel?

A. Good

B. Satisfactory

C. Average

D. Poor

11. How much time is taken by the company to reimburse your claim?

A. One month

B. Two month

C. Three month

D. Six month

12. Are you satisfied with the claim reimbursement facility of Aircel?

A. Yes

B. No

13. Are you fully satisfied with the Aircel?

A. Yes

B. No

14. Are retailers all the expectation is fulfilled by the company?

A. Yes

B. No

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[NOTE: This survey is conducted only to fulfillment of my project on ‘’Satisfaction & Preference of Retailers Towards Aircel’’ under Aircel Telecom Ltd. Cell City, Jorhat [Assam circle].The names & the details will be kept confidentially, it will not shown publicly]

Yours Faithfully

Mr. Hemanga Saikia

Trainee Aircel Cell City[Jorhat, Assam Circle]

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BIBLIOGRAPHY

TEXT BOOKS

Kotler, Phillip ‘’Marketing Management”

Beri G.C, ‘’Marketing Research,Third Edition.

Broachers of Aircel.

MEGAZINES

Economic Times

Money Outlook

WEBSITES

www.aircel.com

www.wikipedia.com

& off course search engine www.google.com

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