Project Report - Back To College (One Mobile - Future-Axiom Telecom, Future Group)

FUTURE AXIOM TELECOM LIMITED
SUMMER TRAINING ON
BACK TO COLLEGE: AWARENESS & PROMOTION OF ‘ONE

MOBILE’ IN KOLKATA
Submitted in partial fulfillment of the requirements of

PGDM (2008-2010)
By
Mr. Barun Adak
PGDM (2008-2010)
Institute of Technology & Science
Ghaziabad
Under The Guidance of:
INDUSTRY MENTOR: & INSTITUTE MENTOR:

Mr. Raresh Shukla Prof. Mukhesh Porwal
Business Head Prof. of INSTITUTE OF
Future Axiom Telecom Ltd, TECHNOLOGY & SCIENCE
Eastern Zone Mohon Nagar, Ghaziabad
Future Group, Kolkata
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INSTITUTE OF TECHNOLOGY & SCIENCE, GHAZIABAD
CERTIFICATE
This is to certify that the project titled “BACK TO COLLEGE: AWARENESS &
PROMOTION OF ONE MOBILE IN KOLKATA” submitted by Mr. Barun Adak, student
of PGDM (2008-10) in INSTITUTE OF TECHNOLOGY & SCIENCE, Ghaziabad for the
partial fulfillment of the requirement of the POST GRADUATE DIPLOMA IN
MANAGEMENT, embodies the bonafied work done by him under my supervision. I also
declare that this summer training project is a result of his effort and no part of this project work
has been published earlier for any degree or diploma for any institute or university.
( Mr. Rajesh Shukla )

Business Head, Eastern Zone
Future Axiom Telecom Ltd
Kolkata
Place :-
Date :-
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Acknowledgement
I am overwhelmed with pleaser and my deep sense of gratitude to my college for assigning me
such training opportunity which opened my vision towards practical experience of the theory
implications and practical applications studied in the first year.
I express my heartfelt thanks to my mentor in college Prof. Mukesh Porwal and all faculties in
my institute and also my mentor in company Mr. Rajesh Shukla, Business Head, Future
Axiom Telecom Ltd, Eastern Zone, Kolkata. Who has been provided us with guidance,
inspiration, perspective and stimulating discussion throughout the writing of this project.
I would like to extend my sincere thanks to the entire team of One Mobile in Zonal office,
Kolkata like Debojyoti Biswas sir, Biswajit Bora sir, Sayan Chakraborty sir, Manish Kumar
sir, Tania Bhattacharya mam and all others in the company for acting as the constant
motivating force for direct me towards right path and for the completion of the project.
I have all my appreciation for my parents whose unfailing inspiration, love and arduous effort
have enabled me to reach this level. And I would like to thanks to my friends and all the people
who are involved in this project directly or indirectly.
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Preface
It gives me great pleasure in presenting the report which gave me clear view of marketing
strategy of awareness and promotion, its various aspects and relating it with the company’s
management prospective.
The main consideration in writing the report was to present considerable information about
the company and about marketing strategy and its various areas.
The data collection was primary as well as secondary for the research and analysis purpose of
the company.
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Candidate’s Declaration
I hereby declare that the work presented in this project entitled “BACK TO COLLEGE:
AWARENESS & PROMOTION OF „ONE MOBILE‟ IN KOLKATA” submitted towards
completion of project in Third Semester of PGPRM at the Institute of Technology & Science,
Ghaziabad, is an authentic record of my original work carried out under the guidance of Mr.
Rajesh Shukla, Business Head, Eastern Zone, Future Axiom Telecom Limited.
I have not submitted the matter embodied in this project for the award of any other degree.
Barun Adak
PGDM (Third Sem)
Institute of Technology & Science
Ghaziabad
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Table of Contents
Sl. No. Contents Page No.
1. EXECUTIVE SUMMERY 5
2. INTRODUCTION 8
3. COMPANY PROFILE 11
4. OBJECTIVE 23
5. PROJECT WORK 24
6. METHODOLOGY 34
7. RESEARCH & ANALYSIS 36
8. FINDINGS 76
9. RECOMMENDATION 77
10. LIMITATION 78
11. CONCLUESION 79
12. APPENDIX 81
13. BIBLIOGRAPHY 85
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Executive Summery
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Future Group is the leading retailer in India, with many formats like Big Bazaar, Pantaloon, and
Central in its portfolio. Axiom head-quartered out of Dubai is the largest telecom retailer in the
GCC countries and is expanding its presence rapidly in South Africa, Egypt and UK.
India‟s top retailer, Pantaloon Retail is forming a new company to considerably scale up its
telecom retailing business in a 50:50 joint venture with UAE-based Axiom Telecom, for an
investment of $40 million. The venture aims for $20 crore revenues in first year of operations.
Future Axiom, the mobile distribution and Retail Company in India is launching a brand for
masses, One Mobile. Unveiling the business strategy for One Mobile, the company also
announced that they will intensify their presence to reach more than 58 cities and will increase
their current manpower by 400% by December 2009 through FMAL (Future Mobiles &
Accessories Ltd.), the communications retail arm of Future Group.
Pantaloons already have an Rs.500 crore mobile retail business through ConvergeM. It has a
three-pronged strategy – (1) M Bazaar (Shop in shop with Big Bazaar stores), (2) M Port
(independent brand stores) and (3) Gen M (kiosks in malls, multiplexes catering to impulse
buying).
The new company will distribute mobile handsets, accessories and set up service centre‟s across
India. It will also develop backend sourcing infrastructure for Pantaloon‟s existing telecom
business. The service centre‟s will also refurbish used phones, offering a one-year warranty on
them.
Mobiles will soon become the single largest electronic products retailed in the country. But
Pantaloon is not going for a private label mobile phone as prices are dropping regularly. Though
they are focusing on low-end used phones markets as well as on offering personalized and
lifestyle phones.
A study was undertaken at Pantaloon Retail India limited between 29th of May till 8th of July,
2009 where an endeavor was made to assess the training requirements of the awareness &
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promotion of One Mobile. For this purpose there require a well strategy to know the market well,
stated in the annual appraisal was taken into consideration.
Mainly we target the youth generation to promote the products and that‟s why we target the
colleges to do our promotional activities. To know the market we do a survey to capture the
perception of people from the market. Responses were collected and analyzed. Both qualitative
and quantitative data were obtained from various sources were taken into consideration. The
entire data collected was analyzed in order to find out awareness of One Mobile and prioritize
areas, which need immediate attention, opportunities to capture.
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Introduction
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Today is the era of competition. In this competitive market one has to present his or her product
in such a way so that it leaves the impression in the mind of others. Promotion is the way of
doing so. An effective advertisement helps in increasing the scale of the product. Promotion
conveys the features of the product to the end users. By the means of advertisement one can
know, what the new product available in the market are. One can also say promotion is the way
of communication by which a company promote about its products, so that general public know
about the product and how to use the product and how to use the product in his life and the
footfall of the customers increased in the company which automatically increase the sale of the
product get increased. It makes the general public know about the product, its features and its
wideness in range. So that they could attracted to increase footfall & generate sales automatically
and increase sales volume. And from customers perspective it provides them to choose better
quality product at minimal cost with maximum facilities which ultimately creates value to
company. Also it is the mean through which a company could distinguish itself from its
competitors in consumers mind.
So one can say that effective promotion helps in communicating about the product and increase
the footfall of customers in the shop and then automatically the volume of the sales increased.
In this competitive market awareness of products is very important to company‟s point of view.
By the means of awareness of products should think about these products when they consume
those types of products. Awareness is the first think by which customers know about the
products. Promotional activities create the awareness of products among the general people.
That‟s why promotion is very important for awareness which increases footfall of customers in
those shops or company and this automatically increases the sales of products. Awareness
increases the anxiousness to know about the product and also help to compare it with the
competitors. And ultimately it increases the value of the company and generates the sales of the
products.
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Future Axiom Telecom Ltd which carryout sales operation has also done some great job at
Kolkata as well as in Indian Scenario. Although they are not fully successful but they are getting
success in providing value to customers. They are doing promotion in the market to attract the
customers.
Need of the study:
The need of the study is to know about the Market, Customer retention, Competitors position,
Awareness of products, Product place and to know about the Strength, Weakness, Opportunities
and Threats of FUTURE AXIOM TELECOM LTD‟s ONE MOBILE shop for the sake of this
SWOT analysis is to be done which provide solution to the various problems and will help to
analyze various issues of ONE MOBILE.
The report provides relevant ideas and information which help Company to come out from
various problems.
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COMPANY PROFILE:-
Pantaloon Retail (India) Ltd:
Pantaloon Retail (India) Limited, is India‟s leading retailer that operates multiple retail formats
in both the value and lifestyle segment of the Indian consumer market. Headquartered in
Mumbai, the company operates over 12,000,000 square feet (1,100,000 m2) of retail space, has
over 1,000 stores across 71 cities in India and employs over 30,000 people.
The company‟s leading formats include Pantaloons, a chain of fashion outlets, Big Bazaar, a
uniquely Indian hypermarket chain, Food Bazaar, a supermarket chain, blends the look, touch
and feel of Indian bazaars with aspects of modern retail like choice, convenience and quality and
Central, a chain of seamless destination malls. Some of its other formats include, Depot, Shoe
Factory, Brand Factory, Blue Sky, ALL, Top 10 and Star and Sitara. The company also operates
an online portal, futurebazaar.com.
A subsidiary company, Home Solutions Retail (India) Limited, operates Home Town, a large-
format home solutions store, Collection i, selling home furniture products and E-Zone focused
on catering to the consumer electronics segment.
Pantaloon Retail was recently awarded the International Retailer of the Year 2007 by the US-
based National Retail Federation (NRF) and the Emerging Market Retailer of the Year 2007 at
the World Retail Congress held in Barcelona.
Pantaloon Retail is the flagship company of Future Group, a business group catering to the entire
Indian consumption space.
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Future Group:
Future Group is one of the country‟s leading business groups present in retail, asset management,
consumer finance, insurance, retail media, retail spaces and logistics. Future Group is present in
61 cities and 65 rural locations. The group‟s flagship company, Pantaloon Retail (India) Limited
operates over 12,000,000 square feet (1,100,000 m2) of retail space, has over 1,000 stores and
employs over 30,000 people. Some of its leading retail formats include Pantaloons, Big Bazaar,
Central, Food Bazaar, Home Town, eZone, Depot, Future Money and online retail format
FutureBazaar.
Future Group companies includes, Future Capital Holdings, Future Generali India, Indus League
Clothing and Galaxy Entertainment which manages Sports Bar, Brew Bar and Bowling Co.
Future Capital Holdings, the group‟s financial arm, focuses on asset management and consumer
credit. It manages assets worth over $1 billion that are being invested in developing retail real
estate and consumer-related brands and hotels.
The group‟s joint venture partners include Italian insurance major Assicurazioni Generali,
French retailer ETAM group, US-based stationary products retailer Staples Inc., UK-based Lee
Cooper and India-based Talwalkars, Blue Foods and Liberty Shoes.
Future Group‟s vision is to, “Deliver Everything, Everywhere, Every time to Every Indian
Consumer in the most profitable manner.” The group considers „Indian-ness‟ as a core value and
its corporate credo is - Rewrite rules, Retain values.
Future Group Manifesto:
“Future” – the word which signifies optimism, growth, achievement, strength, beauty, rewards
and perfection. Future encourages us to explore areas yet unexplored, write rules yet unwritten;
create new opportunities and new successes. To strive for a glorious future brings to us our
strength, our ability to learn, unlearn and re-learn our ability to evolve.
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We, in Future Group, will not wait for the Future to unfold itself but create future scenarios in
the consumer space and facilitate consumption because consumption is development. Thereby,
we will effect socio-economic development for our customers, employees, shareholders,
associates and partners. Our customers will not just get what they need, but also get them where,
how and when they need. We will not just post satisfactory results, we will write success stories.
We will not just operate efficiently in the Indian economy, we will evolve it. We will not just
spot trends; we will set trends by marrying our understanding of the Indian consumer to their
needs of tomorrow. It is this understanding that has helped us succeed. And it is this that will
help us succeed in the Future. We shall keep relearning. And in this process, do just one thing.
Rewrite Rules. Retain Values.
Group Vision:
Future Group shall deliver Everything, Everywhere, Every time for Every Indian Consumer in
the most profitable manner.
Group Mission:
We share the vision and belief that our customers and stakeholders shall be served only by
creating and executing future scenarios in the consumption space leading to economic
development.
We will be the trendsetters in evolving delivery formats, creating retail realty, making
consumption affordable for all customer segments – for classes and for masses.
We shall infuse Indian brands with confidence and renewed ambition.
We shall be efficient, cost- conscious and committed to quality in whatever we do.
We shall ensure that our positive attitude, sincerity, humility and united determination shall be
the driving force to make us successful.
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Our Companies:
 Pantaloon Retail (India) Limited

 Home Solutions Retail India Limited
 Future Brands Limited
 Future Media (India) Limited
 Future Logistic Solutions Limited
 ConvergeM Communication (India) Limited
 Pantaloon Food Product (India) Limited
 Future Knowledge Services Limited
 Future Capital Holdings Limited
 Future Generali India Insurance Company Limited
 Future Generali India Life Insurance Company Limited
 Futurebazaar India Limited
 Weavette Texstyles Limited
 Winner Sports Private Limited
 Staples Future Office Products Private Limited
 Talwalkars Pantaloon Fitness Private Limited
 ConvergeM
 Indus League Clothing
 Galaxy Entertainment Corporation Ltd
 Future Consumer Products Limited
 Future Ventures India Limited
 Foot Mart Retail
 Future Axion Telecom Limited
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Core Values:
Indianness: confidence in• ourselves.

Leadership: to be a leader, both in thought and• business.
Respect• & Humility: to respect every individual and be humble in our conduct.
Introspection: leading to purposeful• thinking.
Openness: to be open and receptive to new ideas, knowledge and• information.
Valuing and Nurturing Relationships: to build long term• relationships.
Simplicity• & Positivity: Simplicity and positivity in our thought, business and action.
Adaptability: to be flexible and• adaptable, to meet challenges.
Flow: to respect and understand the• universal laws of nature.
COMPANY‟S JOURNEY:
1987: Company incorporated as Manz Wear Private Limited. Launch of Pantaloons trouser,
India‟s first formal trouser brand.
1991: Launch of BARE, the Indian jeans brand.
1992: Initial public offer (IPO) was made in the month of May.
1994: The Pantaloon Shoppe – exclusive menswear store in franchisee format launched across
the nation. The company starts the distribution of branded garments through multibrand retail
outlets across the nation.
1995: John Miller – Formal shirt brand launched.
1997: Pantaloons – India‟s family store launched in Kolkata.
2001: Big Bazaar, „Is se sasta aur accha kahi nahin‟ - India‟s first hypermarket chain launched.
2002: Food Bazaar, the supermarket chain is launched.
2004: Central – „Shop, Eat, Celebrate in the Heart of Our City‟ - India‟s first Seamless mall is
launched in Bangalore.
2005: Fashion Station - the popular fashion chain is launched
2006: Future Capital Holdings, the company‟s financial arm launches real estate funds Kshitij
and Horizon and private equity fund Indivision. Plans forays into insurance and consumer credit.
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Multiple retail formats including Collection i, Furniture Bazaar, Shoe Factory, EZone, Depot and
futurebazaar.com are launched across the nation. Group enters into joint venture agreements with
ETAM Group and Generali.
2007: Retail format Home Town is launched in Noida.
2008: Retail format Home Town is launched in Lucknow.
2008: Future Axiom - is a Joint Venture between two giants of the Retail industry Future Group
& Axiom. Future Axiom, the mobile distribution and retail company in India is launching a
brand for masses, One Mobile.
2009: Retail format Home Town is launched in Kolkata.
Line of Business:
The company is present across several lines of business which have various formats (stores)
lywood, The Dollar Store(JV)
 Fashion - Pantaloons, Central, aLL, Brand Factory, Blue Sky, Top 10, Fashion Station,
Big Bazaar, Lee Cooper (JV),
 General Merchandise - Big Bazaar, Shoe Factory, Navras, Electronics Bazaar, Furniture
Bazaar, KB'S FAIR PRICE
 Electronics - eZone, Electronic Bazzaar, STAPLES(JV)
 Home Improvement - Home Town
 Furniture - Collection i, Furniture Bazaar, Home Bazaar
 E-tailing (Online Shopping) -http://www.futurebazaar.com
 Books & Music - Depot
 Leisure & Entertainment - Bowling Co., F123
 Wellness - Star & Sitara, Tulsi
 Telecom & IT - Gen M, M Bazaar, M-Port, ConvergeM, Future Axiom
 Consumer Durables - Koryo, Sensei ,IPAQ
 Service - E Care
 Malls - Central (Bangalore, Hyderabad, Pune, Mumbai, Vadodara, Gurgaon)
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Bord of director:
 Mr. Kishore Biyani, Managing Director
Kishore Biyani is the Managing Director of Pantaloon Retail (India) Limited and the Group
Chief Executive Officer of Future Group.
 Mr. Gopikishan Biyani, Wholetime Director
Gopikishan Biyani, is a commerce graduate and has more than twenty years of experience in the
textile business.
 Mr. Rakesh Biyani, Wholetime Director
Rakesh Biyani, is a commerce graduate and has been actively involved in category management;
retail stores operations, IT and exports. He has been instrumental in the implementation of the
various new retail formats.
 Mr. Ved Prakash Arya, Director
Ved Prakash Arya, is an engineer by training and is a graduate of the Indian Institute of
Management, Ahmedabad. Prior to joining Pantaloon Retail, he was the CEO of Globus.
 Mr. Shailesh Haribhakti, Independent Director
Shri Shailesh Haribhakti, is a Chartered Accountant, Cost Accountant, and a Certified Internal
Auditor. He is the Deputy Managing Partner of Haribhakti & Co., Chartered Accountants and
past president of Indian merchant Chambers. He is on the Board of several Public Limited
Companies, including Indian Petrochemicals Corporation Ltd., Ambuja Cement Eastern Ltd. etc.
He is on the Board of Company since June 1, 1999.
 Mr. S Doreswamy, Independent Director
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S. Doreswamy, is a former Chairman and Managing Director of Central Bank of India and serves
on the board of DSP Merrill Lynch Trustee Co and Ceat Limited among others.
 Dr. D O Koshy, Independent Director
D. O. Koshy, holds a doctorate from IIT, Delhi and is the Director of National Institute of Design
(NID), Ahmedabad. He has over 24 years of rich experience in the textiles and garment industry
and was instrumental in the setting up of NIFT centres in Delhi, Chennai and Bangalore. He is a
renowned consultant specializing in international marketing and apparel retail management.
 Ms. Anju Poddar, Independent Director
Anju Poddar, holds a Bachelor of Engineering from University of Oklahoma and is a Director,
NIFT, Hyderabad chapter. She also serves on the board of Maharishi Commerce Ltd and Samay
Books Ltd, among others.
 Ms. Bala Deshpande, Independent Director
Bala Deshpande, is Independent Director, Pantaloon Retail (India) Ltd. and also serves on the
boards of Deccan Aviation, Nagarjuna Construction, Welspun India and Indus League Clothing
Ltd, among others.
 Mr. Anil Harish, Independent Director
Anil Harish, is the partner of DM Harish & Co. Associates & Solicitors and an LLM from
University of Miami. He also serves on the board of Mahindra Gesco, Unitech, IndusInd Bank
and Hinduja TMT, among others.
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Axiom telecom retailer:
Axiom Telecom is the largest and leading, authorized distributor and retailer for international
brands such as Nokia, Sony Ericsson, LG, Samsung, Motorola, Thuraya and HTC. Axiom
specializes in wireless communication products and boasts more than 500 outlets in prime retail
locations across the region.
The Axiom name is a stamp of quality and originality, and a guarantee of the best after-sales
service in the region provided by highly trained professionals. Axiom employs over 3,000 people
it has since expanded into Saudi Arabia, Bahrain, Qatar, Oman, Kuwait, London, Egypt and
India. More expansion and jobs are in the pipeline as the company grows in the Middle East but
also in the surrounding countries.
Established in 1997 by Faisal Al Bannai, Axiom is committed to offering the best value for
money to its customers, along with genuine service and the most attractive incentives. Today,
besides its own branded outlets, Axiom owns and operates stores through partner arrangements
in the UAE with Spinneys. Axiom is also the exclusive telecom partner for Emarat Service
Stations where accessories are sold in over 89 stations.
Axiom is more than a retailer. The company is made up of different business units. Retail is the
flagship business where Axiom is clearly the largest and most advance retailer in the region.
Wholesale makes Axiom the biggest multi-brand distributor in the Middle East and Europe.
Axiomplus another successful business unit that focuses on selling value-added services like
ring- tones, games, wallpaper, data backup and many more mobile wireless applications.
The mobile service centre is another important business unit in Axiom takes care of all after sales
services in Axiom. Axiom was also the first company to invest in the dedicated mobile phone
repair facility, 'Phonecare'. Currently located on Sheikh Zayed Road, Dubai, the spacious and
well-appointed service centre is the first facility of its kind in the UAE to receive ISO
certification.
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Axiom also has a dedicated call centre with trained and quality customer service advisors who
answer calls from all its retail divisions and helps customers with all the day to day queries, and
technical support.
The other major business unit is Axiom SP, which takes care of the Thuraya Satellite Company.
In this case Axiom is a service provider. In a short space of time Axiom has managed to become
one of Thuraya‟s biggest airtime generators.
Among its many claims to fame, Axiom prides itself on being the first company in the UAE to
offer two years extended warranty and free mobile phone insurance. It is also currently the first
and only telecom company to offer Air Miles to its customers.
Supported by an impressive network of Middle East distributors, Axiom is perfectly positioned

to explore expansion opportunities in the region and outside.
The Axiom Promise providing you peace of mind

With our comprehensive list of promises, you‟ll never regret your purchase with Axiom.
Pick up & Delivery

If your phone needs servicing, simply call our toll free number and we will send a representative
to pick up the phone from your home or office. We will have the phone repaired and dropped
back to your doorstep. This great service is available on Nokia and Sony Ericsson phones (2-year
warranty phones) purchased from any Axiom retail outlet in the UAE.
Price Protection Guarantee

If you buy a product from Axiom and the price in our store drops within five days of the
purchase, then we will give you a credit note that covers the difference.
Two Years Warranty

Relax and enjoy the hassle free 2-year warranty that comes with every Nokia* and Sony
Ericsson phone purchase at Axiom. To activate your warranty, simply leave your details in-store
after your purchase.
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Expert Salespeople
Our experienced staff members are always ready to assist you with any information or queries
about the product. Whether you visit the store or call our customer service team, you‟ll be sure to
get the right information and support
Theft Insurance
Axiom's insurance covers forced theft only on all Nokia phones. If an incident occurs where a
thief breaks into your house/car and steals your phone (private possesion), all you need to do is
get a police report which highlights 'forced theft' prior to raising a claim.
24-hour Repair Programme

Since it‟s difficult to stay without your phone, our specialised Phonecare service engineers will
repair your phone and return it in the perfect condition in just 24-hours (unless, of course if there
is a major problem with the phone).
Standby Phone During Repairs

If your phone is covered by the Axiom Retail warranty and you bring it to Phonecare for repairs,
we will give you a temporary phone so that you can continue to stay in touch.
Mobile Entertainment
When it comes to mobile entertainment, "we offer you a huge selection of the latest wallpapers,
true tones, jokes, games and many sporting subscription services. For more details about these
visit our value added services site at http://www.axiomplus.net/.
Future Axiom Telecom Ltd:
Future Axiom - is a Joint Venture between two giants of the Retail industry Future Group &
Axiom. Future Axiom, the mobile distribution and retail company in India is launching a brand
for masses, One Mobile. Unveiling the business strategy for One Mobile, the company also
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announced that they will intensify their presence to reach more than 58 cities and will increase
their current manpower by 400% by December 2009 through FMAL (Future Mobiles &
Accessories Ltd.), the communications retail arm of Future Group. One Mobile brand stores will
be operational pan-India by December 2008 and offers mobile handsets, accessories, landlines,
mobile connections and recharges. Promising exceptional VAS experience to its valued
customers, „One Mobile‟, chain of India‟s leading mobile retail stores has announced the launch
of its exclusive services. For the first time in India, „One Mobile‟ will provide Mobile Theft and
Accidental Insurance and Second Year Warranty on all the handsets bought from One Mobile
stores nationally. Mr Ashy Sehgal is the CEO of Future Axiom.
One Mobile:
„One Mobile‟ represents the future of Mobile Retail Industry. The Mobile retail store empowers
its consumers with complete information pertaining to handsets available in their budget and
helps them make an informed choice.
The brand is owned by Future Axiom and every „One Mobile‟ store has the unique advantage of
retail expertise and reach from the Future Group and servicing expertise of the parent company,
Axiom Telecom Limited. „One Mobile‟ brand stores offer wide range of products and services
including Mobile Handsets, Accessories, Landlines, Mobile Connections and Recharges.
„One Mobile‟ stores are located inside Big Bazaar (Future Group‟s retail malls) and stand alone
stores. The brand operates in more than 250 stores and touch points in 58 cities. Erstwhile, the
stores were named as Mobile Bazaar and M-Port.
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Objective of Study
 To know the awareness of the people towards One Mobile and Future Group.
 To identify the intention of the people towards and find out the relation between products
& others.
 To find out the relationship between employees of store and customers of the market.
 To find out the areas of improvement of the company.
 To understand the attributes that a customer looks for while buying a mobile.
 To understand positioning of One Mobile compared to TMS.
 To understand the reasons for which the customers buy/ do not buy from One Mobile.
This will have to be an exit interview of the customers who visit One Mobile stores or
TMS.
 Analyzing the gaps in the market to capture the potential customer.
 And finally to increase the footfall of the customer in the shop of One Mobile.
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POJECT WORK
All project work involves the finding the way of promotion & awareness of ONE MOBILE &
also to promote it in the market. One Mobile is a mobile & accessories shop, under the retail
brand Future Axiom Telecom Ltd. Future Axiom - is a Joint Venture between two giants of the
Retail industry Future Group & Axiom Telecom Retailer.
Future Group is the leading retailer in India, with many formats like Big Bazaar, Pantaloon, and
Central in its portfolio. Axiom head-quartered out of Dubai is the largest telecom retailer in the
GCC countries and is expanding its presence rapidly in South Africa, Egypt and UK.
Here the main objective of this study is to promote ONE MOBILE & increases awareness in the
market.
 The target market of this promotion was youth generation. ONE MOBILE is a new
entrant in the competitive market of mobile retail so there should require effective
promotion to increase the awareness.
 We attempt to do promotional activities of ONE MOBILE as campaigning in colleges in
the market area, which was our main work to do in this project.
 As in the current scenario the youth is the main customer of mobile market because
youths mainly buy new handsets more or handsets were bought by others for youths, so
we target the youth generation for campaigning.
 But others market also buy handsets in large volume but not like youths. So that‟s why
we target the colleges and other institutes to cover lots of students in this campaigning.
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Campaigning Title: Back To College
LIST OF WORK:
1. List of all the colleges in Kolkata & Howrah.

2. The admission cycle: Session takeoff for each of the colleges and other institutes
(Medical colleges, Engineering colleges & others).
3. Nature of Academics of the colleges.
4. Strength of students in the colleges.
5. List of the One Mobile Store in Kolkata & Howrah.
6. Mapping of the colleges with One Mobile Store.
7. Starting time of admission of new students in the colleges, procedure of distribution of
admission form to the students.
We had been allocated in different area in kolakta according to ONE MOBILE shop area and
according to location of our resident, so that we cover all maximum no of colleges & institutions
to collect data according to the above task list. For this we had gone to the colleges & institutes
and ask them for our purpose and collect all data.
Page 27 of 86
One Mobile Store in Kolkata & Howrah:
Area split
Sl No Name of the store Name of Trainee ARM

1 One Mobile Dumdum Indrajit Manish
2 One Mobile Nagerbazaar Indrajit Manish
3 One Mobile Kalindi Indrajit Manish
4 One Mobile CIT road Naushad Biswajit
5 One Mobile Tollygunj Naushad Sayan
6 One Mobile Santoshpur Naushad Manish
7 One Mobile Bhowanipur Naushad Manish
8 One Mobile Naranderpur Palash Sayan
9 One Mobile Dobson Howrah Palash Biswajit
10 One Mobile Shakespeare Sarani Palash Sayan
11 One Mobile Shibpur Palash Biswajit
12 One Mobile Birati Barun Sayan
13 One Mobile Madhyamgram Barun Sayan
14 One Mobile Barasat Barun Sayan
For this “Back to College” campaigning first we had collected the details of colleges & others
institutes which locate within the certain distance from the Store and the data had collected from
different sources & by visiting those colleges.
Area split
Sl No Name of the store Area No. of Colleges

1 One Mobile Dumdum 5
2 One Mobile Nagerbazaar 4
3 One Mobile Kalindi 4
4 One Mobile CIT road 2
5 One Mobile Tollygunj 3
6 One Mobile Santoshpur 4
7 One Mobile Bhowanipur 4
8 One Mobile Naranderpur 2
9 One Mobile Dobson Howrah 6
10 One Mobile Shakespeare Sarani 5
11 One Mobile Shibpur 4
12 One Mobile Birati 1
13 One Mobile Madhyamgram 9
14 One Mobile Barasat 8
Page 28 of 86
From this report we have short listed the colleges which had effective distance from the store so
that we target the potential location. As the main objective of the campaigning was to increase
the footfall of the potential customers so that‟s why we target those colleges which are located
within certain journey distance according to the market area. So that we use maximum resources
to get maximum effective customer at the store.
 We do all the work according to our target market to achieve our objective.
 Then we decide to do advertisement of ONE MOBILE under the BTL (below the line).
 Here we prepare a presentation to promote ONE MOBILE in front of students in different
college. Here we wanted to develop the brand awareness and create an image in the mind
of students about ONE MOBILE so that maximum no of student visit ONE MOBILE
shop.
 We had prepared the PPT presentation of One Mobile & presented in front of the
department of Future Axiom Telecom and modified the presentation in a effective way
according to their direction.
We had presented the PPT presentation on front of
We had gone to those selected colleges to make appointment from where we could expect
effective footfall. But all of colleges were not allow us to do such type of activities due the pick
time admission of 1 st year & exam of 2nd year. They said us that in the time of admission all of
officials, union and faculties of the colleges were very busy. Even if in maximum colleges we
were not able to entire into the colleges due to crowded area of college gate and police
restriction. College official said that if we come after start of 1st year classes then they can think
about this matter.
 Then we target the coaching centers to give our presentation as coaching centers has lots
of students capacity. But they were also not interested about this presentation. They said
Page 29 of 86
that as our presentation was not in education purpose and due to pick time of 9 th & 11th
class exam they do not allow us to do so.
 Then we decide all those problems of failure of this strategy with our Head of Region and
other ARM‟s then they suggest us to do survey. We prepared a questionnaire of 9
questions by which we want to know about the market scenario, intensity of youth
customer, awareness & visited customer of One Mobile shop and competitors. We had
targeted the youth generation and collected the data from different college students and
analyze those data.
After that we had received questionnaire from Gurgaon Head Office for survey
After that we had received a questionnaire from Gurgaon head office for survey. In this
questionnaire we found that the main objective was:
 To understand the attributes that a customer looks for while buying a mobile.
 To understand positioning of One Mobile compared to TMS.
 To understand the reasons for which the customers buy/ do not buy from One Mobile.
This will have to be an exit interview of the customers who visit One Mobile stores or
TMS.
We have to collect 200 data arbitrarily from the market. We had collected and analyzed those
data.
 Target market: mass, we target those areas which are near to the shop.
Then we find the nearest locality, cinema halls, banks, restaurants, stations, parks, hospitals,
coaching centers & institutes from the market area by visiting different shop areas for
advertisement of ONE MOBILE. This is very important for promotion by which brand
awareness will be created. There we find lots of place which was very effective of this purpose.
Page 30 of 86
PRODUCTS
Page 31 of 86
MARKETING MIX OF „ONE MOBILE‟
PRODUCT: MOBILE
PLACE: CROWDED HANDSETS,
LOCATION, NEAR TO CONNECTIONS &
COLLEGES & ACCESSORIES,
MARKETS SERVICES
MARKETING
MIX
PRICE: ALL
RANGE,
PROMOTION: FREE
COMPAIRABLE
GIFTS, OFFERS,
PRICE,
CUSTOMER
DOSCOUNTED
SERVICES, EVENTS,
PRICE
PAMPHLATES
Page 32 of 86
PROMOTION & AWARENESS
Promotion involves disseminating information about a product, product line, brand, or

company. It is one of the four key aspects of the marketing mix. (The other three elements are
product marketing, pricing, and distribution.)
Promotion is generally sub-divided into two parts:
 Above the line promotion (ATL): Promotion in the media (e.g. TV, radio, newspapers,
Internet and Mobile Phones) in which the advertiser pays an advertising agency to place
the ad
 Below the line promotion (BTL): All other promotion. Much of this is intended to be
subtle enough for the consumer to be unaware that promotion is taking place. E.g.
sponsorship, product placement, endorsements, sales promotion, merchandising, direct
mail, personal selling, public relations, trade shows
The specification of these four variables creates a promotional mix or promotional plan. A
promotional mix specifies how much attention to pay to each of the four subcategories, and how
much money to budget for each. A promotional plan can have a wide range of objectives,
including: sales increases, new product acceptance, creation of brand equity, positioning,
competitive retaliations, or creation of a corporate image.
Page 33 of 86
PROMOTION MIX
PERSONAL PUBLICITY &

ADVERTISEMENT SALES
SELLING PBLIC RELATION
Broadcast PROMOTION DIRECT
selling press release MARKETING
print sampling
customer service special events door to door
internet coupons
training sponsorship selling
outdoor gifts
tele marketing trade show
direct mail prize promotion
word of mouth
ONE MOBILE only focus on BTL now, they mainly focus on sales promotion, personal selling
publicity. ONE MOBILE is new entrant in this competitive market, so they apply all of this
promotion first to build the brand awareness of ONE MOBILE among the people.
They are doing promotion from introductory stage, so they first distribute their pamphlets to
aware people about ONE MOBILE. There are doing sales promotion by giving gifts with their
handsets, they are also doing publicity by occurring events such as cricket matches. We also
have done personal selling by applying word of mouth at the time of survey in the market.
As most of the target audience is unaware of the object, so the main task is to build awareness.
So for this purpose they first launch ONE MOBILE inside Pantaloon & Big bazaar as Shop in
Shop (SIS), and now they already have launched it as Stand Alone Shop (SAS).
Page 34 of 86
There are two format of ONE MOBILE such as Shop in Shop & Stand Alone Shop.
ONE MOBILE FORMAT

SHOP IN SHOP STAND ALONE SHOP
27 SIS IN EASTERN 15 SAS IN EASTERN
ZONE REGION
SIS mainly located inside Pantaloon & Big bazaar.
Page 35 of 86
Methodology
Time duration:
10-06-2009 to 15-07-2009
Study design:
 Collection of data as per questionnaire.

 Analysis of collected data.
 Critical analysis of the collected data.
 Problem identification.
 Giving the recommendation for the improvement.
 Making suitable recommendation and suggestion
Sampling:
In the 1st Survey: The target population of the survey constitute the youths of the market.
We had targeted mainly the college students.
The sample size for a survey should be large enough to be reliable and representative of the
population base under consideration. As a general rule of thumb 300 data was more enough to
analyze. However in the present study the total sample size was 426.
In the 2nd Survey: The target population of the survey constitutes the general people of the
market within some distance area from ONE MOBILE shop. We had collected data arbitrarily
from market. There we had collected 200 data arbitrarily from market.
Page 36 of 86
Nature of Data:
The nature of data was primary in both reports. It was obtained from the perception study of the
youth from colleges. And in the second survey it was obtained from the perception study of the
general people in the market. Opinion was captured by means of a questionnaire.
Means of Data Collection:
Questionnaire method: Closed ended questions (see appendices) were included in the both the
questionnaire.
Survey Instrument:
We prepare the first standardize questionnaire and the second one developed by the company
was used to conduct the survey. The questionnaire had both quantitative and qualitative
questions in it. The questions were mainly close ended although. The participants involved in the
survey had to state their intension towards the answer of the questionnaire.
Process of Data Collection:
 The college students were given the first questionnaire which was filled by them
according to their point of view.
 The general people were given the second questionnaire which was filled by them
according their point of view.
 Data collected was critically analysed.
 Conclusion was drawn on the basis of data analysis.
Page 37 of 86
Result & Analysis
Page 38 of 86
For first survey:
MOBILE USE
98, 24%
NOKIA
37, 9%
243, 58% LG
38, 9% SONY ERICSSON

OTHERS
FREQUENCY
101, 24%
234, 55% Once in a week

87, 21% Twice in a week
Monthly
Page 39 of 86
PREFERRED MOBILE STORE
36, 8%
177, 42%
119, 28%
Near to your college
Which you know well
Brand store
94, 22% Which gives more option
AWARENESS & VISIT AT ONE MOBILE
426
450
400
350
167 81 TOTAL
300
250 AWARENESS
200 VISITED
150
100
50
0
ONE MOBILE
Page 40 of 86
OFFER
138, 32%
YES
288, 68%
NO
There are total 426 data, out of this total data Nokia users are 243, LG- 38, Sony Ericsson- 37 &
Others- 98. In the total data sheet we have seen that there the Nokia Phone which lead the
market. People mainly interested to purchased their mobile from unorganised shop (organized-
123, unorganised- 303). They were interested to buy from local shop with compare to others
(263).
People preferred to buy their handsets from multibrand outlet with respect to single brand
(multibrand- 308, single brand- 118). Out of total 426 youths 234 were visit mobile store
monthly, 101 once in a week & 87 twice in a week, so we can say there so many customer who
visit mobile store frequently as weekly. So youth generation is very effective to target in
Kolkata.
As 138 youths have gotten offer with their handsets so we can say that all of the mobile gives
offer with their handsets. Out of all 177 youths have said that they want to visit those mobile
Page 41 of 86
shop which gives more option, 119 preferred to go to that shop which they know well, 94
preferred to go brand store & 36 preferred to go those shop which near to college. So we can say
many of youths wants to go to multi brand outlet not single brand outlet. Here we analyse that
youths were not look into the distance of the shop they wants good shop and more option in the
shop and well known store.
In Kolkata we have seen that there are 167 youths out of 426 aware about One Mobile (39%) and
81 youths have visited to One Mobile shop (19%). One Mobile have been launched in kolkata
before near about 6 months, during this period it has got great success in Kolkata.
MOBILE vs OFFERS(134)
OTHERS
39
29%
NOKIA NOKIA
72
54% LG
SONY ERICSSON
OTHERS
SONY
ERICSSON
15 LG
11% 8
6%
Here we can say that out of 37 Sony Ericsson users 15 has got offer with their handset which
show that Sony Gives more offer with their product which is 40 %. Nokia gives 30%, LG gives
21% & Others give 40%.
Page 42 of 86
116 youths aware about One Mobile who want to preferred multi brand outlet (116/308) which is
effective in nature and out of this 116, 56 youths has already visited the One Mobile shop. 51
single brand user aware about One Mobile (51/118) and 25 youths out of this 51 has visited to
One Mobile shop. As One Mobile is multi brand outlet is has good opportunity to capture this
youths. Out of 243 Nokia user 102 aware about One Mobile and 48 has visited, 13 out of 38 LG
users aware and 5 has visited to One Mobile, 12 out of 37 Sony Ericsson users aware and 9 has
visited to One Mobile & 38 out of 98 others handset user aware and 19 has visited to one Mobile
shop. From all of these analysis we can say that Nokia is very effective product in market.
250 234
200
150
101 102 FREQUENCY
52
100 1787 AWARE OF ONE MOBILE
31 34 12
VISIT TO ONE MOBILE
50 VISIT TO ONE MOBILE
AWARE OF ONE MOBILE
0
FREQUENCY
ONCE IN
TWICE IN
A WEEK MONTHLY
A WEEK
From the above table we can analyse the awareness and visit of One Mobile shop with respect to
frequency of visit to mobile shop and say that 31 out of 101 youths who visit mobile shop once
in a week aware and 17 has visited to One Mobile. For twice in a week visitors to mobile shop
34 aware and 12 visitors to One Mobile. In case of monthly visitors to mobile shop 102 aware
and 52 visitors to One Mobile shop.
Page 43 of 86
For second Survey:
The main objective of this survey was to understand the attributes that a customer looks for while
buying a mobile, to understand positioning of One Mobile compared to TMS & to understand the
reasons for which the customers buy/ do not buy from One Mobile.
Page 44 of 86
ATTRIBUTES BASED ON PRIORITY WHILE

PURCHASING A HANDSETS
100% 10
90% 15
42 35
80%
58
70%
60% 58 116
50% 94 4th Rank
40% 3rd Rank
30% 120 62
2nd Rank
20% 36
47 1st Rank
10%
41
0% 36
27
Product 15
Customer
Service Offers
Retail Brand
RANK 1 ATTRIBUTES BASED ON PRIORITY WHILE PURCHASING A

Retail Brand HANDSET
15
8% Offers
27
13%
Product
Customer Service
41 Product Customer Service
120
20% Offers
59%
Retail Brand
Page 45 of 86
Here we know what attributes people preferred most while they purchasing the handsets. Here
customers preferred Product as No. 1 attributes and the most preferred series here is 1,2,3,4 as
Product, Customer Service, Offers and Retail Brand correspondingly which preferred 40 out of
203 & the second preferred series is 1,3,2,4 which is 30 out of 203 data. So ONE MOBILE
should take care about the Product & Customer Services.
Page 46 of 86
PRODUCT SPECIFIC ATTRIBUTES BASED ON IMPORTANCE
100%
90%
79 74
80% 94 91 92
70%
60%
50% MUST HAVE
40% 102 IMPORTANT

102
30% 100 104 95 NOT SO IMPORTANT
20%
10% 27
16 22
9 8
0%
PRODUCT LATEST LOWEST OFFERS VALUE
RANGE HANDSETS PRICE RUNNING ADDED
SERVICES
SERVICE SPECIFIC ATTRIBUTES BASED ON IMPORTANCE
100%
90%
66 71
80% 85
70%
60% MUST HAVE
50% IMPORTANT
107 95
40% 92 NOT SO IMPORTANT
30%
20%
10% 30 26 37
0%
HELPFUL STAFF PRODUCT AFTER SALES
KNOWLEDGE SERVICES
Page 47 of 86
OFFER SPECIFIC ATTRIBUTES BASED ON IMPORTANCE
100%
90% 60 65
78
80%
70%
60% MUST HAVE
50% 88 IMPORTANT
104
83
40% NOT SO IMPORTANT
30%
20%
39 42 50
10%
0%
FREE GIFTS PRICE DISCOUNTS PRICE
NEGOTIATION
SRORE SPECIFIC ATTRIBUTES BASED ON IMPORTANCE
100%
90% 55 54
80%
70%
MUST HAVE
60%
83 80
50% IMPORTANT
40% NOT SO IMPORTANT
30%
20% 65 69
10%
0%
PROXIMITY AMBIENCE
Page 48 of 86
People give more importance to Product Specific attributes while they are purchasing handsets.
In Product Specific attributes they give more importance to Product Range, Latest Handsets &
Low price attributes but they also give not so importance to Offer Running & Value Added
Services. Product Range , Latest Handsets, Lowest Price, Offer Running & Value Added
Services(VAS) are most important attributes to customers point of view while they are
purchasing handsets.
Service Specific attributes are also more importance attributes but there are some customers who
gives not so importance while they purchasing handsets. There are few people who didn‟t give
importance to After Sales Services & helpful Staff but most of customers give interest to Service
Specific attributes when they purchase products.
Customers show both type of mentality of importance towards Offer Specific as well as Store
Specific attributes when they purchase products. Most of people not preferred to give importance
to Ambience, Proximity & Price Negotiation attributes at the time of product purchasing.
All over One Mobile should give attention to all of the attributes at the shops in this heavy
competitive market.
Page 49 of 86
ONCE IN SIX
MONTHS FREEQUENCY OF UPGRADATION
12
6%
ONCE A YEAR
49
24%
NOT TILL REQUIRED ONCE IN SIX MONTHS
142 ONCE A YEAR
70%
NOT TILL REQUIRED
PREFERED STORE TO BUY HANDSETS
14, 7%
THE MOBILE STORE

27, 13%
HOTSPOT
101, 50% ONE MOBILE
112, 55%
LOCAL SHOP
50, 25% COMPANY'S OULET
11, 5%
Page 50 of 86
Maximum customers (70 %) upgrade their handsets till they don‟t feel that they require new one
to replace the old one. So ONE MOBILE should focus on mass but give extra focus on youths as
they are the customers who buy handsets first time in life.
People preferred to buy handsets from local shop (101%), only 7% customers preferred ONE
MOBILE but this is not negligible if we see time duration of shop exist in Kolkata. Within few
months 7% customers preferred ONE MOBILE to buy handsets where as only 13% preferred
HOTSPOT which here for last near about 2 years & 25% preferred THE MOBILE STORE
which is here for last 3 years. Here the main competitor of ONE MOBILE is THE MOBILE
STORE.
Page 51 of 86
AWARENESS OF ONE MOBILE AS A PART OF

FUTURE GROUP
63, 31%
YES
140, 69%
NO
SOURCE OF AWARENESS ABOUT ONE MOBILE
13, 15% 18, 20%
ADVERTISEMENT
REFERENCE
57, 65% PROMOTIONAL CAMPAIGNS
Page 52 of 86
PREFERRED STORE TO BUY WHO EXPERIENCED

BOTH AT TMS & OM
6, 20%
14, 47%
TMS
7, 23% ONE MOBILE
HOTSPOT
OTHERS
3, 10%
EXPERIENCED AT TMS & ONE MOBILE

250
203
203
200
150 156
109 TOTAL DATA
94
100 EXPERIENCED
NOT EXPERIENCED
50 47
AT TMS
AT ONE MOBILE
Page 53 of 86
The customers (30 of 203 data) who experienced at both at THE MOBILE STORE & ONE
MOBILE preferred ONE MOBILE (23%) than THE MOBILE STORE (20%) to buy handsets.
So we can say that those who visited both at TMS & ONE MOBILE they preferred ONE
MOBILE which indicates that ONE MOBILE gives more value to the customers than TMS. But
every where the most powerful competitors is LOCAL STORE as this type of store exist in
market as a bulk in numbers.
If you discuss about the sources of awareness of ONE MOBILE in Kolkata then we can say that
most of people aware about the ONE MOBILE from references rather than promotional
campaigning & advertisement. There are so many opportunity in advertisement and promotion to
promote ONE MOBILE in the market such as banners, media and news papers etc.
Page 54 of 86
PRODUCT RANGE AT TMS ON A SCALE OF 1-5

0, 0% 5, 5%
14, 13%
34, 31%
1
2
3
56, 51% 4
5
PRODUCT RANGE AT ONE MOBILE ON A SCALE OF 1-5

1, 2%
6, 13% 4, 8%
13, 28% 1
2
3
23, 49%
4
5
Page 55 of 86
LATEST HANDSETS AT TMS ON A SCALE OF 1-5

0, 0%
11, 10% 11, 10%
31, 29% 1
2
3
56, 51%
4
5
LATEST HANDSETS AT ONE MOBILE ON A SCALE OF 1-5

0, 0%
6, 13% 3, 6%
13, 28%
1
2
3
25, 53% 4
5
Page 56 of 86
LOWEST PRICE AT TMS

1, 1%
12, 11%
20, 18%
1
2
42, 39%
34, 31% 3
4
5
LOWEST PRICE AT ONE MOBILE

0, 0%
6, 13% 4, 9%
1
16, 35%
2
20, 43% 3
4
5
Page 57 of 86
VAS AT TMS
1, 1%
17, 16% 20, 18%
1
29, 27% 2
3
42, 38% 4
5
VAS AT ONE MOBILE

0, 0%
5, 11%
9, 19%
1
2
20, 42% 13, 28% 3
4
5
Page 58 of 86
Here we compare the ONE MOBILE with the main competitor THE MOBILE STORE in the
market. We have analysed that there is no significance difference in product specific attributes
such as Product Range & Latest Handsets between ONE MOBILE & THE MOBILE STORE.
But in case of Lowest Price ONE MOBILE get good feedback from customers than TMS. There
are less no of scale-2 data and more no of scale-4 & 5 data in ONE MOBILE than TMS which
indicates that ONE MOBILE is more capable to give same Product more economically than
TMS.
In case of Value Added Services near about same feedback come from people, in scale-3 & 5
TMS has got good feedback but in scale-4 ONE MOBILE has got better feedback than THE
MOBILE.
Page 59 of 86
HELPFUL STAFF AT TMS

1, 1%
6, 6%
15, 14%
43, 39% 1
2
3
44, 40%
4
5
HELPFUL STAFF AT ONE MOBILE

2, 4%
9, 19% 15, 32%
1
2
3
15, 32% 6, 13% 4
5
Page 60 of 86
PRODUCT KNOWLEDGE AT TMS

2, 2%
9, 8%
24, 22%
33, 30% 1
2
3
4
41, 38%
5
PRODUCT KNOWLEDGE AT ONE MOBILE

0, 0%
7, 15% 5, 11%
1
11, 23%
2
3
24, 51%
4
5
Page 61 of 86
AFTER SALES SERVICE AT TMS

4, 4% 2, 2%
24, 22%
31, 28%
1
2
3
4
48, 44% 5
AFTER SALES SERVICE AT ONE MOBILE

2, 4% 0, 0%
10, 21%
14, 30%
1
2
3
4
21, 45%
5
Page 62 of 86
People give very bad feedback in Helpful Staff attributes to ONE MOBILE (32% scale-1 & only
19% scale-4) with respect to TMS (only 1% scale-1 & 39% scale-4). This analysis shows the bad
condition of customer care in ONE MOBILE, so ONE MOBILE should take trained well the
store team towards customers. Now a day‟s businesses are more customers oriented than the
other things.
But the store team at ONE MOBILE has good product knowledge than TMS. So if team
members of ONE MOBILE give good customer services then it will be more successful in future
as they already have sufficient product knowledge to give in this service. Then automatically
footfall of customers increases at ONE MOBILE which is one of the main objective of ONE
MOBILE.
Both ONE MOBILE & TMS give same level of After Sales Services (ASS).
Page 63 of 86
FREE GIFTS AT TMS

3, 3%
8, 7%
17, 16%
39, 36% 1
2
3
42, 38%
4
5
FREE GIFTS AT ONE MOBILE

0, 0%
4, 8% 6, 13%
13, 28%
1
2
3
24, 51% 4
5
Page 64 of 86
PRICE DISCOUNTS AT TMS

2, 2%
6, 5%
24, 22%
35, 32% 1
2
3
4
42, 39%
5
PRICE DISCOUNT AT ONE MOBILE

0, 0%
3, 6% 5, 11%
1
18, 38%
2
21, 45% 3
4
5
Page 65 of 86
PRICE NEGOTIATION AT TMS
9, 8% 9, 8%
14, 13%
30, 28%
1
2
3
4
47, 43%
5
PRICE NEGOTIATION AT ONE MOBILE
2, 4% 2, 4%
11, 24% 10, 21%
1
2
3
4
22, 47% 5
Page 66 of 86
PROXIMITY AT TMS
0, 0%
9, 8%
20, 19%
34, 31% 1
2
3
46, 42% 4
5
PROXIMITTY AT ONE MOBILE

2, 4% 1, 2%
9, 19%
13, 28%
1
2
3
4
22, 47%
5
Page 67 of 86
AMBIENCE AT TMS
4, 4% 1, 1%
19, 17%
40, 37%
1
2
3
45, 41% 4
5
AMBIENCE AT ONE MOBILE

2, 4% 0, 0%
7, 15%
19, 40% 1
2
3
19, 41%
4
5
Page 68 of 86
After the analysis here customer has given same feedback to both ONE MOBILE as well as THE
MOBILE STORE in Free Gifts, Proximity & Ambience. So there is no significance difference
between ONE MOBILE & TMS on those attributes.
When analyse the Price Discount attributes I understand that ONE MOBILE sale product with
more price discounts than TMS. So people will be more interested towards ONE MOBILE due
to Price Discount factor.
Price Negotiation is more at TMS than ONE MOBILE which indicates that ONE MOBILE gives
more fixed price of the product than TMS.
Page 69 of 86
ONE MOBILE CUSTOMER OR NOT
28, 14%
YES
NO
175, 86%
WHAT PURCHASED FROM ONE MOBILE
8, 29% 9, 32%
NOKIA HANDSETS
OTHER HANDSETS
ACCESARIES
1, 3% RECHARGES
10, 36%
Page 70 of 86
WHY CUSTOMERS NOT TO BUY ANYTHING FROM

ONE MOBILE
48, 27%
NOT AWARE ABOUT ONE MOBILE

96, 55%
31, 18% NOT NEED
NOT ANY REASON
Page 71 of 86
After analysing the 203 data we see that 28 customers of ONE MOBILE are there in the market
which is negligible in figure with respect to those who does not buy anything from ONE
MOBILE but it significant figure with respect to existence time in the market. From ONE
MOBILE people mainly purchased handsets & recharges. People preferred mainly Nokia
handsets than others, so ONE MOBILE should focus on Nokia handsets for more sale of
handsets.
Most of people do not buy anything from ONE MOBILE due to lack of awareness of ONE
MOBILE. So if ONE MOBILE focus on awareness then it might be very much possible to
increase the footfall of effective customers.
Page 72 of 86
COMPARISION OF ATTRIBUTES BASED ON

IMPORTANCE & MUST HAVE
120
100
95 96
94
92
91
89 90 89 89
86 87 87
85 85
80 80 81
80 81 81
80 81 81
79 79 79 79
76 76 76 75
74
72 71
60
55
40
20
ATTRIBUTES AS CUSTOMER REQUIRE ATTRIBUTES AT ONE MOBILE

ATTRIBUTES AT TMS
Page 73 of 86
Importance & must have, the scale in importance meter is same type to positive importance, so
we assume these as single scale. And compare it with scale- 3,4 & 5 which shows a single scale
if we compare it with importance & must have scale. Both the Customers interest towards
attributes while purchasing handsets, attributes given at ONE MOBILE and attributes given at
THE MOBILE STORE are same in most of the cases, Which indicates that ONE MOBILE gives
attributes which the customer wants. But there are some attributes such Helpful Staff where
ONE MOBILE gives bad response to customers, where TMS gives good helpful staff. ONE
MOBILE do excellence work in Price Discount & Ambience attributes point of view. ONE
MOBILE is doing good job in Price Discount attribute than TMS but in Ambience both give
good result.
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COMPARISON OF ATTRIBUTES BASED ON NOT

SO IMPORTANCE
50
45 45
40
35
30
29 29
28
26
25 25
21 21 21
20
19 19
15 15 15
14
13 13
11 11 11
10
9
8
6
5 5
4
ATTRIBUTES AS CUSTOMER REQUIRE ATTRIBUTES AT ONE MOBILE

ATTRIBUTES AT TMS
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We can say that not so important in importance scale is equivalent to scale- 1&2, which has
negative aspect. Here also see that ONE MOBILE doing bad work in case of Helpful Staff
attributes than TMS. Actually this diagram is opposite of the previous one. Except this Helpful
Staff attributes in all cases ONE MOBILE & TMS gives same facilities to customers which they
want. So there TMS is big competitor to ONE MOBILE. As all facilities given same then ONE
MOBILE should find new things to add to beat TMS.
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Findings
ONE MOBILE is a new format of retail in Pantaloon Retail Ltd for mobile handsets &
accessaries. We have visited ONE MOBILE shop few times there we find so many things:
 In few shops the customer care service was not well enough to satisfy the customers.
Team members of that shop not behave life a well trained staff. They some times switch
off the AC and fans if they understand that the customers are not interested to buy
product they only interested to quarry of the products.
 There are very few no of demo handsets which are more important in the shop as there
only demo handsets stands in front of customers. Customers were more interested about
the visual things which they create idea about the products & their facilities and other
things. They can see the outlook of handsets of demo as a original one.
 They done very few types of promotion of ONE MOBILE in the market. So the general
people are not well aware about the shop, which is more important in market.
 During performing survey shop members had told us that there need more promotion in
the colleges for youths due to lack of awareness among youths.
When we studied the market in Kolkata we find lots of things which are very important in this
retail market:
 In the market we see that there are lots of competitions which ONE MOBILE should
handle. THE MOBILE STORE is the main competitor to ONE MOBILE in this retail
system but the main competitor in this whole market is the local shop. There are lots of
Local shops which sales maximum handsets.
 During performing survey in the market area we do not find any type of banner,
hoardings, advertisement or anything which promote ONE MOBILE.
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Recommendation
Positive buying emotion and store design are the most significant components of retailing. Big
Bazaar should constantly work on creating favourable shopping environment. Store design is a
significant aspect in attracting and keeping the consumer excited about the shopping experience.
Our study shows that there in the market as well as in the shop of ONE MOBILE need some
changes & includes:
 Team members should be well trained so that they behave well with customers. They
should know how to handle customers, how to satisfy customers whether they want to
buy or only to visit.
 ONE MOBILE department should supply sufficient demos and other accessories so that
shop members give full involvement to sale the products by apply those products.
 There need more promotion of ONE MOBILE in the market area so that general people
will aware about ONE MOBILE. For new product promotion is very important so that
awareness increases among the general people.
 As now in kolkata the main targeted population is youths so they should promote well in
colleges as well as market area.
 They should promote ONE MOBILE in populated market area such as park, general
markets, stations, main roads etc.
 It should be more careful to the competitors as there exist big competition in this market.
 Future Axiom Telecom Ltd should advertise their product in TV, radio & print media
also.
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Limitation
 Due to pick time of admission in every colleges they do not allow us to present the PPT
presentation of One Mobile which was very good strategy to promote One Mobile.
 As our work was not in education purpose that‟s why coaching centres also not allow us
to do so.
 As in the first survey the target market was only youth (college students), there has
remained a big gap in the market to promote in this work.
 Not all the location has taken in the survey, we have taken only kolkata for survey.
 We target only nearest area of the ONE MOBILE shop for second survey, so we have
collect data from those people only. So this is not actually the random data collection.
 203 data was not sufficient for more effective analysis.
Page 79 of 86
Conclusion
Analysis of the data from the questionnaire indicates that 39% of the youths out of total 426 data
were aware about One Mobile shop and 19% youths has already visited the One Mobile shop in
Kolkata. Within few months of launch of One Mobile in Kolkata it has got a effective responses
from youths. Within 426 data 167 youths were aware and 81 has visited to One Mobile shop.
Maximum youths preferred to buy mobiles from multi brand store (308 youths preferred multi
brand) and maximum youths want to go those shop which gives more option (177 youths out of
426 data) to chose or which they know well (119 youths) . That is very good opportunity for One
Mobile as it is a multi brand store and gives more option to chose the product.
From the second survey we have identified that people wants product as main attributes while
they purchasing handsets than the others. They require product specific attributes in importantly
& must have scale. They give same interest towards service specific attributes but they less
interested about offer specific attributes than product specific attributes but they are just
interested about store specific attributes. Most of the people preferred local shop to buy handsets
in the local market (101 out of 203 data). If we talk about organised retailers the TMS is more
preferable than HOTSPOT & ONE MOBILE (14 out 0f 203 data). Bur promotion of ONE
MOBILE not done there, which is very important for new products. But now they attempt to do
all of these promotions in this market. ONE MOBILE shop staff has lots of product knowledge
but they don‟t able to give sufficient customer services (Helpful Staff: scale 1- 15) which is very
bad situation of OEN MOBILE. But it has very good product knowledge full staff & its gives
more price discount than TMS. For remaining attributes both give same level of services to the
customers. People mainly don‟t buy products due to awareness of ONE MOBILE in the market.
But there are 28 consumers of ONE MOBILE. But there are 30 customers who visit both ONE
MOBILE & TMS but out of these 30 data 7 people were potential customers to ONE MOBILE.
So here we analysed that people were more interested towards ONE MOBILE than TMS (6 out
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of 30) but people were more interested towards local shop (14). After analysed all data we say
that if they will done more promotion & give customers goog services then ONE MOBILE will
be successful one.
From the all analysis we can conclude that there are so many gaps in the market for One Mobile
in the telecom Retain business. One Mobile staff should have good knowledge about the
products and they should maintain good relation between customesr and think all customer as
potential customer.
Page 81 of 86
Appendix
A.
Back To College
Name:
Education:
Phone no.:
1. Which mobile you use?

a) Nokia b) Sony Ericsson c) LG d) Others.
2. From where you have purchased your mobile phone?
3. What kind of mobile store you prefer?

a) Multi brand outlet b) Single brand outlet.
4. How often you visit a mobile store?

a) once in a week b) twice a week c) monthly
5. Did you got any offer at the time of purchasing mobile phone?
a) Yes b) No
6. Do you have any big brand mobile shop near to your college?
a) Yes b) No
7. Which mobile store you want to visit?
a) near to your college b) which you know well

c) brand store d) which gives more option
8. Do you know about one mobile store?

a) Yes b) No
If yes,
Have you visited one mobile store
a) Yes b) No
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B.
Questionnaire
1. Please rank the following attributes based on priority while purchasing a handset.
Attributes Rank
Product ….
Customer Service ….
Offers ….
Retail Brand ….
2. Please [√] the following attributes based on importance, while purchasing a mobile handset.
Attributes Not so important Important Must have
Product Specific
Product Range
Latest Handsets
Lowest Price
Offers Running
Value Added Services
Service Specific
Helpful Staff
Product Knowledge
After Sales Services
Offer Specific
Free Gifts
Price Discounts
Price Negotiation
Store Specific
Proximity (Near to home/workplace)
Ambience
3. How often do you upgrade your mobile handset?

a. Once in six months
b. Once a year
c. Not until required
4. If you have to buy a handset, where would you prefer to buy it from?
a. The Mobile Store (TMS)

b. Hotspot
c. One Mobile
d. Others (please specify)
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5. Are you aware that One Mobile is a part of Future Group? Yes No
6. How did you get to know about One Mobile?
a. Advertisements
b. Reference
c. Promotional Campaigns
7. Please [√] the attributes based on your overall experience at THE MOBILE STORE on a scale
of 1-10. (1=lowest; 5=highest)
Attributes 1 2 3 4 5
Product Range
Latest Handsets
Lowest Price
Helpful Staff
Product Knowledge
Free Gifts
Price Discounts
Price Negotiation
Proximity (Near to
home/workplace)
Ambience
8. Please [√] the attributes based on your overall experience at ONE MOBILE on a scale of 1-10.
(1=lowest; 5=highest)
Attributes 1 2 3 4 5
Product Range
Latest Handsets
Lowest Price
Helpful Staff
Product Knowledge
Free Gifts
Price Discounts
Price Negotiation
Proximity (Near to
home/workplace)
Ambience
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9. Have you bought anything from One Mobile?

10. If yes, what have you bought from One Mobile?
11. If no, why? (Reason)
Name: Age:
Gender: Contact No:
Page 85 of 86
Bibliography
 Marketing Management by Kotler, Keller, Khosy & Jha / page no- 463, 487
 www.google.com
 www.scribd.com
 www.wikipedia.com
 www.pantaloon.com
 www.managementparadise.com
 www.axiomtelecom.com
 Summer training Project report of Tania Bhattacharya, employee in Future Axiom.
 Project report of Subhranil Dutta, kolkata
 Press release of ONE MOBILE
Page 86 of 86

Project Report - Back To College (One Mobile - Future-Axiom Telecom, Future Group)

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FUTURE AXIOM TELECOM LIMITED

BACK TO COLLEGE: AWARENESS & PROMOTION OF ‘ONE

Submitted in partial fulfillment of the requirements of

Under The Guidance of:

INDUSTRY MENTOR: & INSTITUTE MENTOR:

( Mr. Rajesh Shukla )

Need of the study:

Pantaloon Retail (India) Ltd:

Future Group Manifesto:

Rewrite Rules. Retain Values.

 Pantaloon Retail (India) Limited

Indianness: confidence in• ourselves.

 Mr. Kishore Biyani, Managing Director

 Mr. Gopikishan Biyani, Wholetime Director

 Mr. Rakesh Biyani, Wholetime Director

 Mr. Ved Prakash Arya, Director

 Mr. Shailesh Haribhakti, Independent Director

 Mr. S Doreswamy, Independent Director

 Dr. D O Koshy, Independent Director

 Ms. Anju Poddar, Independent Director

 Ms. Bala Deshpande, Independent Director

 Mr. Anil Harish, Independent Director

Axiom telecom retailer:

Supported by an impressive network of Middle East distributors, Axiom is perfectly positioned

The Axiom Promise providing you peace of mind

Pick up & Delivery

Price Protection Guarantee

Two Years Warranty

24-hour Repair Programme

Standby Phone During Repairs

Future Axiom Telecom Ltd:

Campaigning Title: Back To College

1. List of all the colleges in Kolkata & Howrah.

One Mobile Store in Kolkata & Howrah:

Sl No Name of the store Name of Trainee ARM

Sl No Name of the store Area No. of Colleges

We had presented the PPT presentation on front of

MARKETING MIX OF „ONE MOBILE‟

PROMOTION & AWARENESS

Promotion involves disseminating information about a product, product line, brand, or

Promotion is generally sub-divided into two parts:

PERSONAL PUBLICITY &

ONE MOBILE FORMAT

SIS mainly located inside Pantaloon & Big bazaar.

 Collection of data as per questionnaire.

Means of Data Collection:

Process of Data Collection:

Result & Analysis

For first survey:

38, 9% SONY ERICSSON

234, 55% Once in a week

PREFERRED MOBILE STORE

94, 22% Which gives more option

AWARENESS & VISIT AT ONE MOBILE

For second Survey:

ATTRIBUTES BASED ON PRIORITY WHILE

RANK 1 ATTRIBUTES BASED ON PRIORITY WHILE PURCHASING A

PRODUCT SPECIFIC ATTRIBUTES BASED ON IMPORTANCE

40% 102 IMPORTANT

SERVICE SPECIFIC ATTRIBUTES BASED ON IMPORTANCE

OFFER SPECIFIC ATTRIBUTES BASED ON IMPORTANCE

SRORE SPECIFIC ATTRIBUTES BASED ON IMPORTANCE

PREFERED STORE TO BUY HANDSETS