SUMMER TRAINING PROJECT REPORT

ON
POST LAUNCH EXPERIENCE OF AIRCEL IN CENTRAL DELHI
MARKET RESEARCH

PROJECT REPORT

Submitted for Partial fulfillment for

The Award of the Degree of
Master Program of Business Administration
(2008-2010)

SYNERGY INSTITUTE OF MANAGEMENT

KHAJINA VIHIR CHOWK, SADASHIV PETH, PUNE
MAHARASTRA

Submitted By
Mritunjay Kumar
MPBA (MARKETING)

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 CONTENTS
ACKNOWLEDGEMENT
EXECUTIVE SUMMARY
OBJECTIVE
PREFACE
Chapter – 1 Introduction
 Company Profile
 An Overview of current Market Scenario

Chapter – 2 Main Studies

 Introduction of the Topic
 Apply Six Sigma
 The problems being faced
 What does Company expect to do by solving the
problem

Chapter – 3 Methodologies
 Research problem
 Research Objective & sub- objective
 Information Requirement
 Choice of Research Design
 Research Instrument used
 Sampling Technique used & Sample size

Chapter – 4 Data Analysis & Interpretation

 Data Interpretation & Finding of customer Survey

Chapter – 5 Conclusions
 Finding
 Conclusion

Chapter – 6 Suggestions Appendices

 Recommendations and suggestion
 Bibliography
 Questionnaire

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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 Prof. Suresh
Abhyankar Director of SYNERGY INSTITUTE OF MANAGEMENT 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 1.Mr. ASHU MEHRA (ZONAL

BUSINESS HEAD), 2.SANJAY VERMA (MANAGER SALES), 3. ADNAN
USMANI (ASST.MANAGER SALES) 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: DELHI MRITUNJAY KUMAR

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 Executive summary
Topic of the project
“Post launch experience of aircel in central delhi”

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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 Objective of 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,

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 PREFACE
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 POST LAUNCH EXPERIENCE OF AIRCEL
IN CENTRAL DELHI.
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.

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 CHAPTER - 1

Introduction

 Company Profile
 An Overview of current Market Scenario

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 (1) COMPANY PROFILE

The Aircel group is a joint venture between Maxis Communications Berhad of Malaysia
and Apollo Hospital Enterprise Ltd of India, with Maxis Communications holding a
majoritystakesof74%.

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 a
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. Till today, the company gained a foothold in 17
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)andMumbai.

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)andUP(East).

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 Business world‘s ‗List of Best Mid-Size Companies‘ in
2007. Additionally, Tele.net recognized Aircel as the best regional operator in 2008.

With over 17 million customers in the country, Aircel the fast growing telecom company
in India has revved up plans to become a full-fledged national operator by end of 2009.

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(2) AN OVERVIEW OF CURRENT MARKET SCENARIO
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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CHAPTER - 2

Main Studies

 Introduction of the Topic

 Apply six sigma
 The problems being faced
 What does Company expect to do by solving the
problem

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 (1) INTRODUCTION OF THE TOPIC

What is SWOT Analysis?

SWOT analysis is a basic, straightforward model that provides direction and serves as a
basis for the development of marketing plans. It accomplishes this by assessing an
organizations strengths (what an organization can do) and weaknesses (what an
organization cannot do) in addition to opportunities (potential favorable conditions for an
organization) and threats (potential unfavorable conditions for an organization). SWOT
analysis is an important step in planning and its value is often underestimated despite the
simplicity in creation. The role of SWOT analysis is to take the information from the
environmental analysis and separate it into internal issues (strengths and weaknesses) and
external issues (opportunities and threats). Once this is completed, SWOT analysis
determines if the information indicates something that will assist the firm in
accomplishing its objectives (a strength or opportunity),

SWOT analysis is a general technique which can be applied across diverse functions and
activities, but it is particularly appropriate to the early stages of planning for a TIPD visit.
Performing SWOT analysis involves generating and recording the strengths, weaknesses,
opportunities, and threats relating to a given task. It is customary for the analysis to take
account of internal resources and capabilities (strengths and weaknesses) and factors
external to the organization (opportunities and threats).

SWOT analysis can provide:

A framework for identifying and analyzing strengths, weaknesses, opportunities and
threats.

This checklist is for those carrying out, or participating in, SWOT analysis. It is a simple,
popular technique which can be used in preparing or amending plans, in problem solving
and decision making.
Illustrative diagram of SWOT analysis If SWOT analysis does not start with defining a
desired end state or objective, it runs the risk of being useless. A SWOT analysis may be
incorporated into the strategic planning model. An example of a strategic planning
technique that incorporates an objective-driven SWOT analysis is SCAN analysis.
Strategic Planning,

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Including SWOT and SCAN 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

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 AIRCEL MOBILE SERVICES LIMITED

Strength Weakness
Low Entry Cost Limited product portfolio-
Commission Structure Only Mobile
Fast Activation Process Network
Connectivity Lack of Competitive
Data GPRS Strength
Brand image Limited Budget
Distribution network

Opportunity Threat
Specialist Application Political destabilization.
Rural Telephony New Entrants
NewMarket,Vertical, IT Development
Horizontal Market Demand
Competitors` Seasonality Weather Effects
Vulnerabilities

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 [Fishbone diagram]

MATERIALS
M/C
MAN

POOR QUALITY
DSENOT EQUIPED WITH WEEK INDOOR NETWORK & SERVICES
PROPER TOOL TO NETWORK
ASSISTRETAILER ON
POCKET INTERNET
&GPRS
CUSTOMERS ARE
GOING TO OTHER
WAY

RETAILER NOT
ACCEPATABILITY OF CUSTOMER ARE NOT INTENDED IN
TELESCOPIC TARIFF STAYING DUE TO POOR PUBLICICITY & NO EDGE
NETWORK ON SCHEME FOR
COMPETETION

METHODS MEASUREMENT MOTHERNATURE

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(2) PROBLEM BEING FACED

Lack of proper network

Competitors

Retailer schemes are not as aggressive as competition

(3) WHAT DOES COMPANY EXPECT TO DO BY SOLVING THE

PROBLEM

Customer Satisfaction

Retailer Satisfaction

Increase in Sale

Sales Promotion

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CHAPTER - 3

METHODOLOGIES

 Research problem
 Research Objective & sub- objective
 Information Requirement
 Choice of Research Design
 Research Instrument used
 Schemes, Products & Sample size

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 (1) RESEARCH PROBLEM

 Collection of Data of other companies –Tata indicom, Airtel & BSNL

 Retailers some time gives wrong data

 Limitation of time and money

(2) RESEARCH OBJECTIVE

To help in development and introduction of new product
To identify the company position among competitors
To determine those factors which persuade retailers for sale of aircel
sims/product
To find out which type of schemes retailers prefer and why?
To study the effect of irregular supply on the sale of the product

(3) SUB OBJECTIVE

To identify the Market potential of aircel
To find out the basic problems of retailers
To find out the performance of Distributor
To find out the problem of network

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 (4) INFORMATION REQUIREMENT

Complete Price structure of aircel, Airtel & Tata indi.offer which includes

Sim Processing Fees

Discount Offered

Schemes offered

Service Tax

(5) SOURCES OF INFORMATION

Data collected from the Company

Secondary Data

Internet

Retailers

Distributor

Sales Executives

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 (6) SCHEMES, PRODUCTS

AIRCEL PRODUCT

 Aircel pocket internet

 Aircel Voucher, E-Recharge

 Aircel postpaid

 Aircel prepaid

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Research 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.

Research Type Descriptive Research

Data Source Primary Data

Research Instrument Questionnaires

Type of Questionnaire Structured

Sampling Unit Retailer

Sampling Method Judgmental

Contact Method Personal Interview

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CHAPTER - 4

Data Analysis & Interpretation

Data Interpretation & Finding of customer Survey

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1. DATA INTERPRETATION OF CUSTOMER‘S SURVEY

Age group – Tabulating in percentage the age group of customers

Age Group Percentage (%)

18-25 25
28-35 47
36-45 22
Above 45 6

50
45
40
35
30 18-25
25 28-35
20 36-45
15 Above 45
10
5
0
Percentage (%)

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.

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 Income Level Tabulation
Income Group Percentage (%)
8000 42
8000-12000 34
12000-20000 18
> 20000 6

45

40

35

30
8000
25
8000-12000
20 12000-20000
15 > 20000

10

0
Percentage (%)

The above analysis shows that 42% of the respondents belonged to the 8000/- and
below income category, 34% belonged to Rs.8000 to 12000 and 18% belonged to
12000-20000 and 6% above income of 20000/-

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 Percentages of customer who are prospective take of a particular service

company Percentage (%)

AirTel 40
AIRCEL 5
MTNL 25
IDEA 2
Vodafone 31
Virgin 2

It was found in the survey that 55% of the respondents intended to purchase either AirTel
or Rim services in the future. Out of this 55% more than ½ (that is 30% of the whole
sample size) intended to purchase AirTel and 25% intended to purchase RIM

Scaling About AIRCEL Service

Scale Percentage
Very good 20
Good 40
Satisfactory 25
Poor 10(Due to network)
Can’t say 5

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The survey revealed that 40% of the respondents service AIRCEL as good. This is a
telling comment. However the survey also found out that 20% and 40% of the
respondents service AIRCEL as very good and good respectively. There were 5% of the
respondents who had nothing to say about the AIRCEL. This is due to network problem.

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This survey reveled that 30% retailers expect low cost benefit brand about Aircel and
rest40% of the retailer want high margine and rest 30 % want both of the above.

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This survey reveled that 50% nature of problem related to network related and rest 30%
is related to claim related and rest 5% related to product availability and rest55% related
to product awareness.

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This survey reveled that 80% we have full information about the consumer as well as
retailer and rest 20% says no full information about the consumer as well as retailer.

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 Chapter - 5

 Finding
 Conclusion

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 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 Delhi zone. Also most of
them provide only pre-paid connection.

Satisfaction: -
Most of the retailers i.e. around 74% of respondents are satisfied with Aircel brand,
10% of them push Aircel brand to the customer and rest 16% retailers are not satisfied
with Aircel brand due to network problem in some area.

Problems: -
Around 15% of the respondents that there is network problem with Aircel, on the other
hand they found its competitors viz. Airtel, MTNL, TATA indicom 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 30 days to the retailers moreover 77%
retailers want immediate claim in there E.top from company.

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 Conclusion

o 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.
o New products and new schemes are being offered by the telecom
service providers.
o The need for large information capacity has grown tremendously
due to the demand of real time information.
o 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.
o 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.
o Service provided and the better quality of network etc. is provided
at affordable cost.
o 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.
o 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.
o 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, MTNL, and Tata indicom etc.
o To upgrade its quality of network and services is urgently called for
Market access and growth.

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 Chapter – 6

Suggestions
Appendices
 Recommendations and suggestion
 Bibliography
 Questionnaire

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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 center
Bangalore. It has affected the sale service brand image of Reliance especially in
Bangalore. Low supports in promotion have lead to fluctuation in sale

There may be some useful tools which can be summed as follows:-

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
wants 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 companies 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.

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A. SALES PROMOTION

Cash discount

Premiums

Appointment of sale promoter at preferred & big retailers

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 Reliance 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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 BIBLIOGRAPHY

BOOKS

Marketing Management - Phillip Kotler

Marketing Research - Tull & Hawkins

MAGAZINE

Business Today

Advertising & Management

NEWSPAPERS

Economic Times

Hindustan Times

WEBSITE

www.aircel.com

The relevant information from the internal source of the organization

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 Questionnaire
1. What is the frequency of DSE visit?
o Daily
o Twice a week
o Thrice a week
o None of the above
2. What was the retailer expect about the pre launch of brand aircel?
o Low cost benefit brand
o High margine
o Both of the above

3. What retailer find after launch of brand aircel?

o Good
o Very good
o Satisfactory
o poor
4. Whether DSE properly communicate about the scheme?
o Yes
o No

5. How the retailers feel about the brand aircel?

o Good
o Very good
o Satisfactory
o Poor
6. What nature of problem you face with aircel?
o Network related
o Claim related
o Product availability
o Product awareness

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7. How much quantity of sim card you keep for sale in you shop?
o More than 30
o Less than 20
o Less than 10
o Less than 5

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

Schemes?
o Yes
o No

9. Are you satisfied with the schemes?

o Yes
o No

10. How is the network of aircel?

o Good
o Very good
o Satisfactory
o poor

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

o Average
o Good
o Satisfactory
o Poor

12. How much time is taken by the company to reimburse your claim?
o One month
o Two month
o Three month
o Six month

13. Are you satisfied with the claim reimbursement facility of aircel?
o Yes
o No

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14. Are you fully satisfied with the aircel company?
o Yes
o No

15. Are retailers all the expectation is fulfilled by the company after the launch
in Delhi?
o Yes
o No

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