INTERNSHIP PROJECT REPORT

On

Marketing Strategies of Aircel in Delhi and NCR

Submitted By –

Name: Vishal Sirohi

Batch & Section: WS/ISBE-B (2011-2013)

Student ID: D1113WSISBEPGP10090(CHD-4-CA-328)

Area of Research: Marketing

Internship start and finish dates: 5th Dec 2011 to 24 Jan 2012

1

ACKNOWLEDGEMENT

Undertaking any project in life proves to be a milestone in more ways than one. Its

successful completion relies on a myriad people and their priceless help. I am deeply

indebted to all who have inspired, guided and helped me in the successful completion of

the project. I owe debt of gratitude to them, who were so generous with their valuable

time and expertise.

Through this acknowledgement I express my sincere gratitude towards all those people

who helped me in this project, which has been a learning experience.

I am thankful to my guide and mentor Prof. Dipti Sharma for guiding me throughout this

study without their help this thesis would have not be completed.

I appreciate the co-ordination extended by my friends and also express my sincere

thankfulness to the entire faculty members of Indian Institute of Planning &

Management, Delhi, giving me the opportunity to do this project/study and also assisting

me for the same.

1

TABLE OF CONTENT

Topic Name Page No

• Title page

• Completition certificate from the company

• Acknowledgements 1

• Table of contents 2

• Executive summary 3

• Introduction 4

• Research objectives and methodology 7

• Aircel - Company Overview 11

• Our World

• About Maxis Communications Berhad

• Sponsorships

• SWOT Analaysis

• Primary findings and analysis 21

• Conclusion & Recommendations 39

• Bibliography 44

• Annexure 45

2

EXECUTIVE SUMMARY

The Aircel group is a joint venture between Maxis Communications Berhad of Malaysia

and Sindya Securities & Investments Private Limited, whose shareholders are the Reddy

family of Chennai, with Maxis Communications holding a majority stake of 74%.

Aircel commenced operations in 1999 and became the leading mobile operator in Tamil

Nadu within 18 months. In December 2003, it launched commercially in Chennai and

quickly established itself as a market leader - a position it has held since.

Aircel began its outward expansion in 2005 and met with unprecedented success in the

Eastern frontier circles. It emerged a market leader in Assam and in the North Eastern

provinces within 18 months of operations. Now, the company has completed rollout in all

23 telecom 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 , Mumbai, Haryana , Madhya

Pradesh, Punjab, Gujarat and Rajasthan.

Aircel has won many awards and recognitions. Voice and Data gave Aircel the highest

rating for overall customer satisfaction and network quality in 2006. Aircel emerged as

the top mid-size utility company in Businessworld's 'List of Best Mid-Size Companies' in

2007. Additionally, Tele.net recognised Aircel as the best regional operator in 2008.

With over 50 million happy customers in the country, Aircel is a full-fledged national

operator.

3

INTRODUCTION OF THE TOPIC

The main objective of the project is to analyse and identify various potential

opportunities in Delhi and NCR region and make Aircel stand out from other brands. As

we know that Aircel is a new brand in India and has a great scope to grow, the company

is keenly eyeing the untapped market. No doubt, Aircel spends a lot on its advertisements

as compared to other brands but still the market share is not up to the mark.

For this purpose a market analysis was done to get an overview and understand various

loop holes, so as to make an improvement and have an edge over the competitors. One

survey was done to know the consumer behavior in relation to other telecom brands

present in the market and identify the reasons for the use of a particular brand. Another

survey was done to know the retailers perception towards Aircel and other brands. This

gave a brief about the market trends and the perception of the customers and the retailers

towards various brands in the market. The main emphasis was laid on measuring

customer value and satisfaction. Efforts were made to understand what the retailers want

from the company apart from other services.

Another brain storming activity was done in order to come up with different and out of

the box ideas so that Aircel can make an attempt to out shine in the market. Many ideas

were discussed and analysed so that people recognize Aircel as a WOW brand.

The limitations which came across in this study are Availability of Secondary Literature,

Some of the areas were left untapped during short time of the project study and Findings

can’t be generalized beyond the area of coverage.

Research has demonstrated conclusively that it is far more costly to win a new customer

than it is to maintain an existing one. And there is no better way to retain a customer than

to exceed his expectations. For this purpose it is essential to know the level of customer

satisfaction.

Some of the limitations like relatively small sample size and only Delhi as the place of

field research have also been indicated.

4

The areas where Aircel can improve and areas where it leads from the other private

players in the market.

I shall feel rewarded if this project report proves helpful to Aircel.

India's telecommunications market is amongst the highest-potential markets globally,

marked by deregulation and rapid growth. Its cellular market alone is growing at 60%

annually. This demand will only accelerate as new technologies emerge to make new

services possible. Idea plans to grow its telecom business both in terms of geographical

reach and in terms of the products and services we will offer.

The Indian telecommunications Network with 250m telephone connections is the fifth

largest in the world and is the second largest among the emerging economies of Asia.

Today it is the fastest growing market in the world and represents unique opportunities

for UK companies in the stagnant global scenario. Accordingly, India requires

incremental investments of USD 20-25 bln for the next five years.

Private operators have made mobile telephony the fastest growing (over 164% p.a.) in

India. With more than 33 million users (both CDMA and GSM), wireless is the principal

growth engine of the Indian telecom industry. Given the current growth trends, cellular

connections in India will surpass fixed line by late 2004/early 2005. Intense competition

between the four main private groups - Bharti, Aircel, Tata and Reliance and with the

State sector incumbents-BSNL and MTNL has brought about a significant drop in tariffs.

There has been almost 74% in cell phone charges, 70% in ILD calls and 25% drop in

NLD charges, resulting in a boom time for the consumers.

5

OVERVIEW OF INDUSTRY AS WHOLE

At 306.45 million connections Indian Telecom Industry till May 09, is the 3rd largest and

fastest growing in the world. The subscriber base has grown by 40% annually and is

expected to reach 250 million in 2007. Over the last 3 years, two out of every three new

telephone connections were wireless. Consequently, wireless now accounts for 54.6% of

the total telephone subscriber base, as compared to only 40% in 2003. Wireless

subscriber growth is expected to grow at 2.5 million new subscribers every month in

2007. The wireless subscriber base skyrocketed from 33.69 million in 2004 to 62.57

million in FY 2004 -2005. The wireless technologies currently in use Indian Telecom

Industry are Global System for Mobile Communications (GSM) and Code Division

Multiple Access (CDMA). There are primarily 9 GSM and 5 CDMA operators providing

mobile services in 19 telecommunication circles and 4 metro cities, covering more than

2000 towns across the country. And the numbers are still growing for Indian Telecom

Industry is regulated by 'Telecom Regulatory Authority of India' (TRAI). It has earned

good reputation for transparency and competence. Three types of players exist in ' Indian

Telecom Industry community.

6

RESEARCH OBJECTIVES

To analyze the trends in Indian Telecom Industry with the entry of Aircel.

To study the marketing strategies of Aircel in Delhi and NCR

To do a comparative analysis of cellular products and tariffs of the top players

providing cellular services in New Delhi.

To do a comparative analysis of cellular products and tariffs of the top players

providing cellular services in New Delhi.

To study the effect of advertising on brand preferences in mobile services with special

reference to Aircel

SCOPE OF THE STUDY

The study was limited to the marketing strategies of Aircel in Delhi and NCR. It also

gives a detailed analysis of the marketing strategies of Aircel in Delhi & NCR.

7

RESEARCH METHODOLOGY

RESEARCH DESIGN

A research design is a logical and systematic plan prepared for directing a research study.

The methodology and techniques designed is the program that guides the investigator in

the process of collecting, analyzing and interpreting data.

DATA SOURCES

The collected information has been analysed and presented in the final reports. The

survey results have been tabulated and presented using bar graphs and pie charts. On the

basis of the results conclusions have been drawn.

Primary Data

This was collected through questionnaire survey and interviews. The questionnaire

design was closed ended and carried information pertaining to aspects relevant to the

scope of the study. Since, the impetus of the study was towards satisfaction level with

Aircel Services and thus questions related to the same were used.

Secondary Data

Secondary Data: Secondary data was collected from company's official web site ;

www.Aircel.co.in . Brochures issued by the company.

Questionnaire Design/ Formulation

Questionnaire: - A questionnaire consists of a set of questions presented to respondent

for their answers. It can be Closed Ended or Open Ended

8

Open Ended: - Allows respondents to answer in their own words & are difficult to

Interpret and Tabulate.

Close Ended: - Pre-specify all the possible answers & are easy to Interpret and Tabulate.

SAMPLE DESIGN

Sample Element/ Sample Unit

The respondents were selected at random and were approached mostly near Aircel

Service outlets in various areas of New Delhi; Lajpat Nagar, Ashok Vihar, Dwarka,

Greater Kailash, Connaught Place.

Extent

The research is concentrated in DELHI-NCR,. All the branches in the targeted area were

contacted to be a part of the study.

Sampling Frame

DELHI & NCR

Sampling Technique

Convenient sampling has been used in this project. A particular area was selected and

respondents were chosen on convenience.

Sample Size : 100

9

Limitations of the Research

I have to work under time constraint due to my present job, so I have got a less time to

complete the project.

The respondents were mostly college going students; low understanding of knowledge

was there.

The respondents were discussing the questions prior to reply thus their could be biasness.

Different promotional schemes offered by different companies were not known by the

respondents.

Every attempt has been taken to obtain the error free and meaningful result but as nothing

in this world is 100% perfect I believe that there is still the chance for error on account of

following limitations-

Sample size may not be the true representative of the population.

Respondent’s unwillingness to respond.

Respondent’s inability to formulate a response.

Respondent’s unavailability.

Time pressure and fatigue on the part of respondents and interviewer.

Availability of Secondary Literature.

Some of the areas were left untapped during short time of the project study.

Findings can’t be generalized beyond the area of coverage.

10

COMPANY OVERVIEW

The Aircel group is a joint venture between Maxis Communications Berhad of Malaysia

and Sindya Securities & Investments Private Limited, whose shareholders are the Reddy

family of Chennai, with Maxis Communications holding a majority stake of 74%.

Aircel commenced operations in 1999 and became the leading mobile operator in Tamil

Nadu within 18 months. In December 2003, it launched commercially in Chennai and

quickly established itself as a market leader - a position it has held since.

Aircel began its outward expansion in 2005 and met with unprecedented success in the

Eastern frontier circles. It emerged a market leader in Assam and in the North Eastern

provinces within 18 months of operations. Now, the company has completed rollout in all

23 telecom 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 , Mumbai, Haryana , Madhya

Pradesh, Punjab, Gujarat and Rajasthan.

Aircel has won many awards and recognitions. Voice and Data gave Aircel the highest

rating for overall customer satisfaction and network quality in 2006. Aircel emerged as

the top mid-size utility company in Businessworld's 'List of Best Mid-Size Companies' in

2007. Additionally, Tele.net recognised Aircel as the best regional operator in 2008.

With over 50 million happy customers in the country, Aircel is a full-fledged national

operator.

Our world

The Aircel Group is a result of alliance between Maxis Communications Berhad of

Malaysia (74% equity) and Sindya Securities & Investments Private Limited (26%

equity).

11

The Aircel Group, formed in 1994, offers affordable and outstanding mobile services to a

vast subscriber base in India. Aircel has a vision of delighting its customers by giving

them the respect they deserve. Our goal is to provide our customers with exemplary

service and persistently look for new ways to surpass their expectations.

Aircel commenced operations in 1999. In our first decade of operations, we concentrated

on building our foundations in the southern part of the country, and soon emerged as the

regional market leaders. We worked hard and achieved that success by remaining focused

on growth opportunities. Soon after our company began with its expansion in 2005 and

has now set its sight on becoming a pan India operator. Our project pipeline is robust,

allowing for sustainable long-term growth.

In addition to our leadership position in Tamil Nadu, Aircel met with extraordinary

success in the Eastern frontier circles. We pride ourselves on customer satisfaction and

managed to emerge as the market leaders in Assam and North Eastern states wit hin 18

months of operations. During this period, our company gained a strong foothold in 10

circles, to provide better access to our customers. Today, Aircel operates in 18

telecommunication circles and the company is ready to embark on a dynamic expansion

plan, swiftly rolling out in new circles in the near future.

Aircel recognizes the tremendous growth in its customer base. We have also got an

authorization from the Department of Telecommunications for ILD and NLD telephony

services and are now on track to realize our dream of becoming a nationwide player by

the year 2010.

Aircel offers its customers, services and products that are easy to understand and use. All

offerings are stimulating and at the same time extremely unique as Aircel continues to re-

invent itself constantly to deliver the best and most up-to-date services. The brand instils

a felling of pride, confidence and reliance among all stakeholders by anticipating their

desires and fulfilling the same efficiently.

12

With our foundations deeply set on our brand vales of simplicity, creativity, trust and

excitement, we will continue to deliver superior services to our customers and will do our

best to live up to their high expectations.

About Maxis Communications Berhad

Maxis Communications Berhad is a leading mobile communications service provider in

Malaysia that started operations in the year 1995. Maxis' vision is to bring superior

communication services to enhance its customers' lives and businesses, in a manner that

is simple and personalized, by efficiently and creatively harnessing leading edge

technology, and delivering a brand of service experience that is reliable and enchanting.

Since its inception, Aircel has strived to provide the best of features and services to its

customers. It is this passion and enthusiasm that has helped us grow leaps and bounds

from what started as operations in Tamil Nadu in 1999, to a pan-India presence across 18

circles today.

Aircel has also been recognized for its consistent and reliable efforts, receiving the

highest rating for overall customer satisfaction and network quality by Voice and Data in

2006, an accolade given to only a select few. We succeeded in keeping our promises to

our customers as we were recognized for the same award by IDC in 2007.

Aircel emerged as the top mid-size utility company in Businessworld's 'List of Best Mid-

Size Companies' in 2007. Additionally, we have also been recognised as the best regional

operator by the Tele.net Publication in 2007 and have been honoured by CMAI

INFOCOM for excellence in marketing of new telecom service in 2009.

Thanks to our loyal customers, we have been rated as one of the most admired mobile

service brand in a pan-India survey conducted in Sep'09. Aircel today has reached a

subscriber base of 46 million plus and is still going strong. Rest assured Aircel's

commitment to providing you with the best of services and features will be an ongoing

endeavour.

13

Aircel has multiple and convenient store locations throughout the country. We provide

sales and support through one of the largest and most extensive networks of stores.

Feel free to drop by and we'll be happy to assist you with anything you may require. For

more information on a particular city we serve, please choose from the list of Aircel store

locations below

CSR policies

At Aircel, we continually pursue healthy corporate citizenship. Our aim is not to merely

discharge social responsibility, but conduct business in a manner which reinstates respect

for people, communities and the environment.

We emphasize on an inclusive work culture to appreciate differences and believe

engagement with our employees is quintessential for an effective CSR plan. We share

adequate information on the organization’s vision and CSR initiatives, because it

promises healthy operations and subsequently adds to the overall quality of life. This

motivates the employees and their family members to contribute to society.

Aircel maintains integrity and respect in its interactions with its stakeholders, customers,

retailers, investors, NGO partners and the government. We are careful in not partnering

with any PR / communication that induces distrust in the sincerity of our efforts. Our

stringent belief in delighting customers with good products and services helps build a

strong relationship.

Aircel is always proactive in supporting NGOs and NPOs. We extend all possible

assistance to their projects for a minimum of 3 to 5 years and thereafter support new

projects. Besides, we aim at continual involvement with our business partners and the

government for economic and social development of the underprivileged.

Aircel engages external audit agencies to guarantee authenticity, and maintains and

monitors an external profile of the CSR activities which are shared with the stakeholders

in the annual reports and websites.

14

We incorporate the CSR policies in our core business to ensure ethical business practices

in all the functions to harness a healthy society.

Sponsorships

In India sports are not just about recreation, they are about skill, passion and recognition.

Aircel has adopted a progressive policy of encouraging sports by sponsoring teams and

tournaments to provide opportunities and facilities to upcoming young talent and to help

create champions of the future.

Businesses and society are interdependent, thus sponsoring sporting activities gives

Aircel the opportunity and platform to interact with our stakeholders and helps us

maintain a warm relationship with our customers.

Cricket

Indian Premier League

Cricket fever is a welcome epidemic for any Indian. The Indian Premier League and

Aircel have become synonymous with the sports loving public of Chennai and Tamil

Nadu, as Aircel is currently the proud team sponsor of the Chennai Super Kings.

One of the favorites at the tournament, the team Chennai Super Kings, is captained by

Mahendra Singh Dhoni and includes many other renowned players like Matthew Hayden,

Michael Hussey, Suresh Raina and Albie Morkel

Being allied with the team via this exciting and unique sponsorship opportunity, Aircel is

proud to be associated with one of the most prestigious and successful cricketing events

of the decade. more...

World Cup

15

Every four years, a billion people have only one thing on their minds; cricket. The

country buzzes with cricket talk; the pros and cons of each team, the conditions of the

stadiums, the weather, the fairness of the umpires; if it’s not cricket, it’s not news.

We at Aircel are as passionate about cricket as you are. Which is why this World Cup, we

bring to you a range of entertaining activities to keep you occupied when there are no

matches to watch. more...

Aircel Chennai Open

The game of tennis enjoys a considerable following in India, thanks to the achievements

of some of the leading Indian players. Aircel has associated itself with this game with a

spirit of patriotism, love of the motherland and home-grown roots. The company aims at

contributing greatly towards strengthening India’s position and enhancing the prestige of

this sport internationally.

The 2011 Aircel Chennai Open is the only ATP tennis tournament in India, the

tournament played on outdoor hard courts. The current season is the 16th edition of the

Chennai Open, and part of the 250 series of the 2011 ATP World Tour. more...

Professional Golf Tour of India

India bags the honor of being the first country outside Britain to adopt the game of Golf.

Today Indian players are playing at international levels and winning many accolades.

The Indian professionals created the entity, 'Professional Golf Tour of India (PGTI)' with

the key objective of nurturing and maintaining high standards of professionalism in the

game by supporting the national and international tours.

By sponsoring this tournament Aircel aims at being involved in nurturing and

maintaining a high standard of professional golf in India.

16

National Tenpin Bowling Team Championship

Aircel is proud to be sponsoring the NTBTC in 2011. This is the second year of our

successful partnership with the Tenpin Bowling Federation of India. We are very excited

about the tournament this year and are sure there will be some very interesting games.

Bowling is a popular sport the world over however it has only recently come into the

limelight in India. It is getting more exposure thanks to the rising number of bowling

lanes now present in most cities. The top priority of the Tenpin Bowling Federation is

spreading tenpin bowling among the youth and strengthening its structure. Being allied

with the Federation via this exciting sponsorship opportunity, Aircel is proud to assist in

taking that goal to fruition more...

Lakme Fashion Week

Lakme Fashion Week is India's most prestigious fashion and trade event. Now, entering

its second decade, LFW continues to redefine the future of Indian fashion and provide a

platform to integrate India into the global fashion world. This year, the Summer/Resort

2011 showcase will be held from March 11 - March 15, 2011 at the Grand Hyatt,

Santacruz East, Mumbai.Aircel will be part of LFW for the second consecutive year as

the Associate sponsor. A key highlight this year will be the Aircel’s association with

leading designer Sabyasachi for a collection based on the Save Our Tigers theme, a CSR

initiative from Aircel

Aircel Business Solutions

Technology related business solutions are an indispensable part of trade and commerce in

today’s marketplace. These business solutions aim at generating value for consumers by

effectively utilizing technology to advance their day to day processes.

Today every company needs unique technology related solutions specific to their

individual environment. Keeping the same in mind, Aircel offers a comprehensive range

of business related applications to empower every aspect of your business. Our business

17

enhancement solutions are aimed at generating profitable results for your enterprise. Our

products ranging from premium internet services, E-Conferencing, MPLS VPN and

Smart Stream provide a gamut of services that will support your needs.

Let us assist you in implementing innovative business solutions customized to your needs

and make your day to day business processes more efficient by simplifying your busy

world.

18

S.W.O.T ANALYSIS OF THE ORGANIZATION

STRENGTHS:

Aircel has its brand image and its ranking is 2nd in world. so here one thing is conform

that Aircel has good network and outstanding services that’s why its users are most after

china mobiles. At gave some special packages to the to attract customers. it can offer

international roaming facility more than any network in India. Financially Aircel is strong

and is able to invest heavy amount in India.

WEAKNESS:

It has to take license from TRAI and act according to rules of India due to which it may

not give its special services like 3G video calling and call to someone by hiding your

phone number.

OPPURTUNITIES:

Aircel can capture Asian market if it can grow more in India ,62% of population of India

is young and mobile phones are most commonly used by young ones. Demo graphs of

India tell us that in this company India can earn heavy amount of revenue.

So there is space for market penetration. if Aircel offers some special packages for

limited time then customer of other networks may switch. Aircel have better technology

so it can capture the customers of the other networks as well. With India Aircel can

capture Asia as well because of population or demography of India.

19

THREATS:

The current recession in market is not good for any kind of business including

telecommunication. Five cellular companies are already working in India. The situation

in is not good especially political and peace. There are a lot of uncertainties in the

country.

20

DATA ANALYSIS AND INTERPRETATION

1) Do you use mobile phones?

Yes No0

20

40

60

80

100

120

140

160

180

200

Findings: All the respondents used Mobile Phones.

21

2) If Yes Then Which Cellular Connection Do You Have?

Airtel Vodafone Idea Tata Aircel0

10

20

30

40

50

60 55

35

4036

34

Findings: The Mobile connections of the selected sample size are as mentioned in the

above pie chart.

22

3) If you are using mobile phone then which type of connection you have?

Post Paid38%

Pre Paid63%

Findings: 38% respondents had post-paid connection while 62% had Pre paid

Connection.

23

4) If you have postpaid connection then kindly provide the following information:-

a) Name of the Operator:-

Airtel Vodafone Idea Tata Aircel0

5

10

15

20

25

30 28

21

12

6

9

24

b) Your Average Monthly Expenses on Mobile:-

Less than 500 500-1000 Above 1000

0

5

10

15

20

25

30

35

40

45

Findings: The respondent’s average monthly is given in the above bar graph.

25

c) Your Call Rates, Local:-

Less than 1 1-2 More than 2

0

5

10

15

20

25

30

35

40

Findings: The respondent’s local call rates are given in the above bar graph.

26

d) Your Call Rate, STD:-

Less than 1 1-2 More than 2

0

5

10

15

20

25

30

35

40

Findings: The respondent’s STD Rates are given in the above bar graph.

27

e) Your Call Rates, ISD:-

Less than 10 10-20 20-30 More than 30

0

10

20

30

40

50

60

Findings: The respondent’s ISD Rates are given in the above bar graph.

28

5) If you have prepaid connection then kindly provide the following information:-

a) NAME OF THE OPERATOR:-

Airtel Vodafone Idea Tata Reliance0

5

10

15

20

25

30 27

14

2830

25

29

b) Your Average Monthly Expenses on Mobile:-

Less than 500 500-1000 Above 1000

0

10

20

30

40

50

60

70

80

90

100

Findings: The respondent’s average monthly is given in the above bar graph.

30

c) Your Call Rates, Local:-

Less than 1 1-2 More than 2

0

10

20

30

40

50

60

70

80

90

Findings: The respondent’s local call rates are given in the above bar graph.

31

d) Your Call Rate, STD:-

Less than 1 1-2 More than 2

0

10

20

30

40

50

60

Findings: The respondent’s STD Rates are given in the above bar graph.

32

e) Your Call Rates, ISD:-

Less than 10 10-20 20-30 More than 30

0

10

20

30

40

50

60

70

80

90

Findings: The respondent’s ISD Rates are given in the above bar graph.

33

6) Have you find any kind of over billing problem with your connection?

Yes73%

No28%

Findings: Only 72% respondents have faced problem with the billing on their postpaid

and prepaid connection..

34

7) How Do You Find Their Executives?

Co-operative60%

So-so28%

Not At All13%

Findings: 59% respondents found the Executive cooperative, 28% found them so-so and

13 % said they were not at all cooperative.

35

8) When You Change Your Cellular Connection?

Less than 1 year8%

1-2 year28%

Every month or 6 month

13%

Don't change

53%

Findings: Prepaid customers do change their connection frequently as and when some

new scheme comes but post paid customers do not change their connection that often.

36

9) How much important do you give to the following points while you choose your

new cellular connection? Please rank them as:-

A) VERY IMPORTANT

B) IMPORTANT

C) LESS IMPORTANT

D) NOT IMPORTANT

HERE, RANK-1=4, RANK-2=3, RANK-3=2, RANK-4=1 KINDLY MAKE () ON

YOUR CHOICE.

RANKS►

▼ BASES

1 2 3 4

A) ON THE BASIS OF ALL RATES

B) ON THE BASIS OF FREE SERVICES

C) ON THE BASIS OF CONNECTIVITY

D) ON THE BASIS OF ADVERTISEMENT

E) ON THE BASIS OF MINIMUM RECHARGE

COUPON AVAILABLE

F) ON THE BASIS OF APPROACHABLE

SERVICE

CENTRE

37

10) Which types of call you make, please specify. Where, minimum=1, average=2,

maximum=3

RANKS►

▼ BASES

1 2 3

A) LOCAL 140

B) STD 45

C) ISD 15

38

RECOMMENDATIONS

Clear Needs Identification: Customer feedback and constant up gradation to understand

the needs of the customer has to be an ongoing activity. This gains further importance in

the light of the fact that the rate of change is quite rapid nowadays an hence the needs of

the customers are reinvented and become obsolete at a very fast pace. During the data

analysis it was observed that although the services provided by companies are quite

technological advanced and the users can benefit a lot from them, yet a majority of the

users are not availing the benefits of it. So it should be left at the discretion of the users

which services he would use.

Personal Touch: Personal touch is being lost and telecom services are becoming mass

services in nature. With the advent of technology, of course personal touch could be

introduced at certain aspects of customer relationship. For example, instead of sending

notifications to the customers through SMS and addressing as “Dear Subscriber”, could

be easily replaced with “ Dear John” or “Dear Paul” etc. also, despite the fact that there

are customer service centers, yet the users (especially Airtel and Reliance subscribers)

find it difficult quite frequently to get through the Customer Service Centres.

Degree of Customization: The users feel that they are paying for services that they are

not using. Now, from a provider’ view it becomes very cost inefficient to have highly

customized services for their subscribers when the subscriber base could be as large as a

million (Airtel’s Delhi subscriber base). But at the same time efforts could be made, so

that there is enough room/option available at the time of subscription. It should be done

in such a way that a bare minimum package should be offered and the customer can

himself add on whatever services he thinks could be useful to him. There is a twin

advantage in this kind of an approach:

The package would be more useful, customized and cost friendly for the subscriber.

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The customer attrition rate would be lesser in this case because the premium would be

placed on a self-chosen bundle of services that may not be matched by competition.

Educating the Customers: Customers per se need to be educated about the various

services, their usage, the charges levied upon them etc. in a proactive way. Which would

mean that the initiative should lie with the providers to constantly educate customers. A

more enlightened customer is inclined to use the services in a beneficial manner and

enhance the fundamental for which services are introduced in the very first place; Value

Addition.

Simplification of tariff plans and consistency: There is little doubt that the tariff plans are

complex, and as such there are constant changes in them. Although this is not entirely

under the purview of the companies, since regulatory authorities determine and revise the

tariff plans from time to time, yet there needs to be some sort of consistency, such that

the user has clear understanding of his financial commitments.

Recommendations for the Users

Need and FIT analysis: the customer needs to be clear on his requirements and the level

of financial commitment that he is willing to make. The FIT analysis would entail the

degree to which the subscriber feels that his needs could match with the services being

offered to him. This proactive approach would benefit the customer both in terms of

choosing the right service provider for him and also save on his time and resources in

case of choosing the best suited provider.

Survey: The user need to look beyond the advertisement and promotional gimmicks of

the companies and should conduct a survey of various service providers and do a

comparative analysis, specific to his own needs to identify the most suited package for

himself.

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Proactive: although it is expected that the companies would be communicating to the

customers in detail regarding their service offering, yet the customers themselves should

be proactively engaged in asking relevant doubts clarified before they commit.

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CONCLUSIONS

The fact that Aircel introduces a new phone into the market every two or three months

which results in the presence of at least one or more models of phones in every stage of

the product life cycle shows that this is the strategy that Aircel adapts in order to remain

the market leader in the Indian mobile phone industry.

In Aircel human resource management, the features are to improve employee's techniques

by regularly training and developing effective teamwork. Moreover, the other finding is

that Aircel financial position is surpassing its competitors in telecommunication. The

report concludes that Aircel has established its leadership in mobile phone market

according to its successful marketing strategies and internal management. Aircel

philosophy is to learn continuously, to satisfy consumers, and to respect individual and

pursue professionalism. The report recommends that Aircel should target consumers in

group markets rather than in individuals.

There are two facets to a service: The user and the Provider. Both of them have a

different perspective towards each other, and rightly so, owing to a difference in the

needs, aspirations, level of commitment and the degree of sacrifice that each makes. The

binding factor, nevertheless, remains the product/ service.

One of the fundamental issues in marketing has been communication: which in itself

is not just a singular, one time activity, but in fact a set of carefully designed package

that is projection of a company’s image, product, values and commitments towards its

customers. While, on the other hand, customers communication is a rather subdued

one and has to be deciphered into understanding of the needs, the need fulfilled and

communicated to the customer that a solution exists for the deficiency of a need.

The study in the project has lead to an understanding of the environment that

encompasses, influences and shapes the telecom sector in India. The study of

consumer groups in the form of data collected through the questionnaires, in turn has

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lead to many unexpected findings, which, restricted to the scope of the study could be

useful in understanding the dynamics of consumers.

98 percent of the respondents prefer using mobile phone where as 2 percent do not

prefer

Aircel brand of sim are owned by 64 people, Idea by 16 people, Benq by 3 people,

Panasonic by 6 people and other brands by 11 people.

The following are important criterias as suggested by the respondents, Maintenance

80, 15, 5, Durability 64, 24, 12, Style/ Design 72, 26, 2, Price 30, 60, 10, Uniqness

14, 12, 74, Comfort (edges) 92, 08, 0 and FM 94, 4 and 2.

Nokia is the clear leader in this question of preference asked to the respondents

For Communication purposes 65 people buy mobile phone, for Entertainment 25

people buy mobile phone and for Reputation 10 people buy mobile phone.

54 people had one mobile, 37 people had two mobile and 9 people had more than two

mobile phones

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BIBLIOGRAPHY

BOOKS

Kotler Philip, Marketing Management, Prentice Hall of India Pvt. Ltd., Ed. 2007.

Valatie A. Zenithal, Mary Jo Bitner, Service Marketing, TMH, Ed. 2007.

Marketing Mastermind –Journal, May ‘05, Ed. 2007.

Gupta S. P. and Gupta, M. P., Business Statistics, Sultan Chand and Sons, New

Delhi, 1997 , Ed. 2007.

Business research by C.R. kothari, Delhi 1998, Ed. 29

MAGAZINES

Mehra,Puja, “India Today (27th MAY’2006) – PAGE 43

Sinha, Prabhakar, “The Times Of India” (16thMAY’2006) – PAGE 1

“Brunch”(16th july 2006)

INTERNET WEBSITE LINKS

www.Aircel.com

www.wikipedia.org

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APPENDICES

Questionnaire

NAME:-……………………………………………………………………..

AGE:-……………………………….. SEX:-………………………………

OCCUPATION:-……………………………………………………………

ADDRESS:-…………………………………………………………………

1) DO YOU USE MOBILE PHONE?

A) YES

B) NO

2) IF YES THEN WHICH CELLULAR CONNECTION DO YOU HAVE?

A) AIRTEL

B) HUTCH

C) IDEA

D) RELIANCE

E) TATA INDICOM

3) IF YOU ARE USING MOBILE PHONE THEN WHICH TYPE OF CONNECTION

YOU HAVE?

A) POST PAID

B) PREPAID

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4) IF YOU HAVE POSTPAID CONNECTION THEN KINDLY PROVIDE THE

FOLLOWING INFORMATION:-

a) NAME OF THE OPERATOR:-

A) AIRTEL

B) HUTCH

C) IDEA

D) RELIANCE

E) TATA INDICOM

F) ANYOTHER, PLEASE SPECIFY……………………….

b) YOUR AVERAGE MONTHLY EXPENSES ON MOBILE:-

A) LESS THAN 500

B) 500-1000

C) ABOVE 1000

c) YOUR CALL RATES, LOCAL:-

A) LESS THAN-1

B) 1-2

C) MORE THAN-2

d) YOUR CALL RATE, STD:-

A) LESS THAN-1

B) 1-2

C) MORE THAN-2

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e) YOUR CALL RATES, ISD:-

A) LESS THAN-10

B) 10-20

C) 20-30

D) MORE THAN 30

5) IF YOU HAVE PREPAID CONNECTION THEN KINDLY PROVIDE THE

FOLLOWING INFORMATION:-

a) NAME OF THE OPERATOR:-

A) AIRTEL

B) HUTCH

C) IDEA

D) RELIANCE

E) TATA INDICOM

F) ANYOTHER, PLEASE SPECIFY……………………

b) YOUR AVERAGE MONTHLY EXPENSES ON MOBILE:-

A) LESS THAN 500

B) 500-1000

C) ABOVE 1000

c) YOUR CALL RATES, LOCAL:-

A) LESS THAN-1

B) 1-2

C) MORE THAN-2

d) YOUR CALL RATE, STD:-

47

A) LESS THAN-1

B) 1-2

C) MORE THAN-2

e) YOUR CALL RATES, ISD:-

A) LESS THAN-10

B) 10-20

C) 20-30

D) MORE THAN 30

6) HAVE YOU FIND ANY KIND OF OVER BILLING PROBLEM WITH YOUR

CONNCETION?

A) YES

B) NO

7) HOW DO YOU FIND THEIR EXECUTIVES?

A) CO-OPERATIVE

B) SO-SO

C) NOT AT ALL

8) WHEN YOU CHANGE YOUR CELLULAR CONNECTION?

A) LESS THAN ONE YEAR

B) 1-2 YEARS

C) EVERY MONTH OR EVERY 6 MONTH

D) DON’T CHANGE CONNECTION

9) HOW MUCH IMPORTANT DO YOU GIVE TO THE FOLLOWING POINTS

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10) WHILE YOU CHOOSE YOUR NEW CELLULAR CONNECTION? PLEASE

RANK THEM AS:-

E) VERY IMPORTANT

F) IMPORTANT

G) LESS IMPORTANT

H) NOT IMPORTANT

HERE, RANK-1=4, RANK-2=3, RANK-3=2, RANK-4=1

KINDLY MAKE () ON YOUR CHOICE.

RANKS►

▼ BASES

1 2 3 4

A) ON THE BASIS OF ALL RATES

B) ON THE BASIS OF FREE SERVICES

C) ON THE BASIS OF CONNECTIVITY

D) ON THE BASIS OF ADVERTISEMENT

E) ON THE BASIS OF MINIMUM RECHARGE

COUPON AVAILABLE

F) ON THE BASIS OF APPROACHABLE SERVICE

CENTRE

11) WHICH TYPES OF CALL YOU MAKE, PLEASE SPECIFY.

HERE, MINIMUM=1, AVERAGE=2, MAXIMUM=3

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RANKS►

▼ BASES

A) LOCAL

B) STD

C) ISD

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