Orissa, a state in the eastern region of INDIA with a population of 36,706,920 out of whichmore than 80% reside in the rural areas. It has posted steady growth figures for the lastdecade and has attracted different industries on the basis of the resources available in thestate. The Indian telecom industry is not an exception from this. Recently there are sixdifferent telecom operators providing the mobile services in the state. Out of them four areGSM operators ( Airtel, BSNL, Smart GSM services, Aircel ) and two are CDMA operators(RIM, TATA tele services). All the six operators provide the two basic type of mobileservices ie Prepaid & Postpaid. “Vodafone” is the next to enter into the Orissa telecommarket as the 7
player and 5
GSM player. The prepaid services can be availed by thecustomers at various multi branded telecom outlets and different shops. The market of Orissa has been a prepaid driven market. But with the improvement in the economic andfinancial status of the people and the advent of different industries in to the state, thedemand for the postpaid services is growing. The telecom operators generate higher ARPU ( Average Revenue Per User ) from the postpaid services as compared to theprepaid services. The postpaid subscriber is considered to be a long term customer ascompared to the prepaid subscriber. So the telecom operators are also focusing toincrease the postpaid subscriber base. The telecom operators are setting up their franchise outlets such as “ARC” ( Airtel Relationship Center ), “Reliance Web world”,“True Value Hub” and “Cellcity” as a part of their postpaid strategy. These outlets arecalled as “Telecom Customer Touch points” and they serve the purpose of taking a newpostpaid connection to bill deposit by the subscribers. “Vodafone” will also come up withits retail outlets named “VS” ( Vodafone Store ) and “VMS” ( Vodafone Mini Store ) topromote the postpaid connection. The project comprises both consumer and retail study.The consumer study is concentrated upon the postpaid segment with the emphasis tounderstand the postpaid consumers’ buying behavior and their usage patterns. Theconsumer study will help to formulate the marketing strategy for “Vodafone” in thepostpaid segment in order to acquire new customer. The retail study is carried out tounderstand the business models of the telecom retail outlets such as “ARC” & “MBO”(Multi Branded Outlet) and the exclusive traditional retail outlets such as “The TitanWorld” & “Tanishq”. The ROI models of these retail outlets are studied. From the retailstudy a proposed model for the “VS” ( Vodafone Store ) and “VMS” ( Vodafone MiniStore ) is made with showing the profit potential. The retail study will be helpful for “Vodafone” to formulate the strategy for the “VS” & “VMS”.