A PROJECT REPORT

ON
Analysis and Study of Channel satisfactionwith respect to MTS data
products and benchmarking the same
vis--vis competitors

FOR
SistemaShyamTeleservices Limited

UNDER THE GUIDANCE OF

Mr.SukeshThareja
Head-Marketing

TOWARDS PARTIAL FULFILLMENT OF

THE REQUIREMENTS FOR THE AWARD OF
MASTER IN BUSINESS ADMINISTRATION IN TELECOM MANAGEMENT

SUBMITTED BY
SWATI JAIN

Symbiosis Institute of Telecom Management Constituent of Symbiosis

International (Deemed University) Pune 411 042

Acknowledgements
This report is an assimilation of co-operation, support and guidance of several
dignitaries. I would like to acknowledge and extend my heartfelt gratitude to the
following people who have made the completion of this report possible.

I express my sincere gratitude to the management of Symbiosis Institute of

Telecom Management for giving me the opportunity of working in one of the most
reputed telecom service providers in India as part of my summer training program.

I am grateful to my Institute Director Mr. Sunil Patil, Mr.PrasannaKulkarni,

Deputy Director and Training & Placement OfficerMs.PrajaktaKanegaonkarfor
their excellent co-ordination with the industry for theSummer Internship Program
and thus giving me an opportunity to enhance my management & technical skills.

I feel greatly indebted to Mr.SukeshThareja, Head Marketing, who gave me an

opportunity to work on this project. I am grateful to him for his direction,
assistance, and guidance. His recommendations and suggestions have been
invaluable for the success of this project. I am also grateful to Mr.AnudeepMathur
(Marketing - Head Data Services), Mr.RakeshTripathi (Manager - Device
Management) for spending their valuable time in sharing their insights and
knowledge. Without their active support this project would not have been a
success.

EXECUTIVE SUMMARY
It is no wonder that in todays aggressive business environment, the challenges of
sustaining in these competitive surroundings, preoccupies the minds of many
Business leaders. Customers have many options to choose their telecom operator
from competitive market. Furthermore, they often perceive that what they are
purchasing is, for all practical purposes, a commodity that can be easily obtained
from other companies, if need be. So, how does a corporation distinguish itself in a
highly commoditized and competitive market? Todays business is more
dependent, than ever before, on their top performing product which provide
services that differentiate a company from its fierce competitors. In other words,
corporations rely upon their product and human assets to survive and thrive. So
here comes the need of channel management to showcase their products better
than their competitors.
Retailers are traders who buy goods from wholesalers or distributors or sometimes
directly from producers and sell them to consumers. They generally operate
through a retail outlet and sell to the end consumers. Since the retailers are the
last point in the distribution channel, they see the reaction of the consumers
firsthand and know their requirement more than anyone else knows. Because
telecom retailing is not exclusive and a variety of competitive brands are available
in the same outlet hence it is important that the company is in constant mode to
satisfy the retailers through flawless support service. This will in turn make the
retailers take interest to pass positive feedbacks to the consumers and impact
decision-making process of end consumers. Recommendations from the retailers
are the final step in sealing sales not only in telecom industry but also in many
other industries. Retailers have potential to affect change in the consumption
pattern of the consumers for consumers rely heavily on recommendations made
by the sales men on product quality. Customers cross check the opinions of other
customers through the retailers. Retailers can significantly affect change to
consumer decision making, as they are located in key position between suppliers
and consumers. On one hand being in direct contact with the consumers they
exert influence on consumers through their counter salesperson, and on the other
hand,
Page 3

they reach out to suppliers and gain advantage based on their strength and
capacity to reach out to customers. In a way, they act as gatekeepers, determining
which brands are to be offered and how they should be marketed. The volume of
sales depends on the efficiency of a retailer who assesses the psychology of
consumers and takes appropriate steps to sell a product. Understanding the
importance of service support to execute sales at the retailers level, this study
aims to find out the sales support offered by MTS to its retailers and the
perspectives of the retailers on the same.
Most of the research in this area suggests that a channel members satisfaction
increases with long term orientation and continuity and reduces conflict. This
means that organizations which aim to do business in a profitable manner today,
must not only remain focused on the subject of customer satisfaction but also on
its channel domain i.e. its channel members. This project takes the same direction
of applying most of the channel relationship satisfaction research on the specific
case of MTS, so that the organization benefits from the research in real world.

Page 4

Contents
1

OBJECTIVES ................................................................................................................................. 7

COMPANY PROFILE ................................................................................................................. 8

PRODUCT OFFERINGS........................................................................................................... 17
3.1 M-ULTRA PREPAID PORTFOLIO ...................................................................................... 18
3.2 MBLAZE PREPAID PORTFOLIO ........................................................................................ 20
3.3 MBROWSE PREPAID PORTFOLIO ................................................................................... 24

4 DISTRIBUTION PROCEDURE AND SALES FORCE .............................................................. 26

PRODUCT LAUNCH ......................................................................................................................... 31
6

RESEARCH METHODOLOGY ................................................................................................. 32

6.1 RESEARCH OBJECTIVES .................................................................................................... 32
6.2 TYPE OF RESEARCH ........................................................................................................... 33
6.3 SAMPLE SIZE AND METHOD .............................................................................................. 34
6.4 METHOD OF DATA COLLECTION...................................................................................... 35
6.5 LIMITATIONS OF THE STUDY ............................................................................................ 36
6.6 SCOPE OF THE STUDY ....................................................................................................... 36

7 DATA ANALYSIS AND INTERPRETATION ............................................................................ 37

8 SWOT ANALYSIS........................................................................................................................... 65
9 CONCLUSION AND RECOMMENDATIONS............................................................................. 66
10 APPENDIX ..................................................................................................................................... 67
11.1 QUESTIONNAIRE FOR CHANNEL SATISFACTION STUDY ...................................... 67
12 BIBLIOGRAPHY ........................................................................................................................... 70

Page 5

LIST OF ACRONYMS
FRCFIRST RECHARGE COUPON
STV

SPECIAL TARIFF VOUCHER

RCVRECHARGE COUPON VOUCHER

VASVALUE ADDED SERVICE
GSM GLOBAL SYSTEM FOR MOBILE
CDMA

CODE DIVISION MULTIPLE ACCESS

EVDO

EVOLUTION DATA ONLY

EVDV EVOLUTION DATA VOICE

CSD
CUSTOMER SERVICE DESK
MOP
MARKET OPERATING PRICE
OBD
OUTBOUND DIALLING
UAO
UNIQUE ACTIVATING OUTLET
URO
UNIQUE RECHARGING OUTLET
MR
MTS RETAILERS
RR
REGULAR RETAILERS
ZBM ZONAL BUSINESS MANAGER
TM
TERRITORY MANAGEMENT
FOS
FEET ON STREET

LIST OFFIGURES
Figure 1: M-ULTRA ................................................................................................................................ 17
Figure 2: MBLAZE STANDARD ............................................................................................................... 20
Figure 3: MBROWSE .............................................................................................................................. 24
Figure 4 : DISTRIBUTION PROCEDURE .................................................................................................. 27
Figure 5: FORCES TO MANAGE SALES ................................................................................................... 28
Figure 6: STEPS TO LAUNCH A PRODUCT .............................................................................................. 31

Page 6

OBJECTIVES

During the training period, the main touch points of the project were:
1. To study the various tariffs charged by MTS on its data products and hence to
study the schemes and services provided by MTS.
2. To analyse the retailers perception towards MTS and its competitors.
3. To understand the awareness of MTS data products among retailers in the
market.
4. To create interest as well as find out the potential new retail outlets.
5. To know the satisfaction level of Retailers towards MTS products and
services.
6. And, on the basis of the retailers perception thereby suggesting methods to
improve the satisfaction level of the retailers and hence increasing MTS
customer base.
.

Page 7

COMPANY PROFILE

SISTEMA SHYAM TELESERVICES Ltd

SistemaShyamTeleServices Ltd (SSTL) is the fastest growing telecom company in
the competitive Indian market, with over 10 million voice subscribers and over 6 lakh
mobile broadband customers. SSTL has tied up with Mobile TeleSystems OJSC, a
JSFC Sistema company of Russia, to bring the globally acclaimed telecom brand
MTS to India. MTS is the 8th largest telecom brand in the world. Millward Brown in
its yearly listing of top 100 brands, recently voted MTS as the 72nd most powerful
brand globally.
SSTL is a joint venture company between Sistema {LSE-SSA} of Russia and Shyam
Group of India. Sistema is the majority share holder in this joint venture with a
73.710% equity stake, along with the Shyam Group, holding a 23.792% stake and
the remaining 2.498% being held by the public.
In a recent development, the Russian Government has picked up approximately 17%
stake in SSTL for US$ 600 million. The process of shares transfer to the Russian
Government is expected to get closed within Q1 2011.

KEY ACKNOWLEDGEMENTS & MILESTONES

In April 2010, Sistema JSFC has been recognized as the Best Russian
Company of 2009 operating in India.

MTS, the mobile telecom service brand of SSTL, has over 10 million
customers in India.

MBlaze, the high-speed mobile broadband service, launched in November

2009 has clocked over 600,000 satisfied mobile broadband customers in a
very short span of time.

SSTL was the FIRST telecom company in India to launch mobile broadband internet
services with speeds up to 3.1 Mbps in the state of Jharkhand in April 2010.

Page 8

Recently Telecom Regulatory Authority of India (Indias APEX Telecom Regulatory

Body) recognized MTS for having one of the highest percentage of satisfied
customers for Network Performance.
In May 2010, renowned industry body CMAI, Association of India awarded MTS the
National Telecom Award for being the Fastest Growing Data Operator.
Recently in February 2011, MTS India was recognized at the World HRD
Congress for

Best HR Practices Award in Reward & Recognition Strategies

Best Overall Recruiting & Staffing Organization

MTS BRAND
MTS is the global telecom brand of Mobile TeleSystems (MTS) OJSC (NYSE: MBT)
of Russia. In December 2008, SistemaShyamTeleServices Ltd, a joint venture
between Sistema (LSE-SSA) of Russia and Shyam Group Of India,brought the MTS
brand into India under a brand license agreement with Mobile TeleSystems (MTS)
OJSC. This extended the brand of MTS beyond the CIS. The MTS brand is one of
the most recognized in the world. The latest rankings from Millward Brown Optimor
features the MTS brand as the 72nd most powerful brand globally with a value of
$9.7 billion. In 2008, MTS became the first and only Russian brand to enter
BRANDZ Top 100 Most Powerful Brands, a ranking published by the Financial
Times and Millward Brown.
Brand MTS was launched in 2006 in Russia and got built based on its reputation as
the leading telecommunication group offering world class telecom services in Russia,
Eastern Europe and Central Asia.
In India, brand MTS offers voice & data services to over 10 million subscribers and
operates across all 22 telecom circles of India.
MTS launched the high-speed mobile broadband service, MBlaze, in November
2009 and has seen tremendous market acceptance with over 5 lakh satisfied mobile
broadband customers. The high speed mobile broadband service has been made
available in more than 130 towns (Including all Metros) across the country. In April
Page 9

2010, MTS is also credited to have launched its LIVE TV and Video on demand
service, aptly called MTS TV for all MBlaze customers.
MTS Russia
Demand for wireless communication services in Russia has grown rapidly over the
last ten years. On December 31, 2007, overall wireless telecommunications
penetration in Russia stood at 119% (or 173 million subscribers) versus 105% (or
152 million subscribers) at the close of 2006, according to AC&M-Consulting.

Key growth factors include:

A rapidly growing economy

Rising disposable incomes and a growing middle class

Relatively low fixed-line penetration

Prevalence of multi SIM card usage

In recent years competition has evolved to exist primarily between MTS and two
other major players, each of which provides significant coverage throughout Russia.
In addition, MTS competes with local GSM, D-AMPS and CDMA operators in several
Russian regions.

Competition in the market is based upon:

Local tariff prices

Network coverage and quality

Brand perception

Level of customer service provided

Roaming and international tariffs

Value-added services

MTS Ukraine
The Ukrainian wireless telecommunications market has grown rapidly in recent years
largely due to:

Broader economic recovery in Ukraine

Changes in ownership of the two major operators

The introduction of Calling Party Pays (CPP) billing arrangements

Page 10

Increasing competition with the entry of new players

According to public information obtained by Ukrainian mobile operators, overall

wireless penetration in Ukraine increased from 104% to 120%, or approximately 55.6
million subscribers, in 2007. MTS Ukraine (formerly UMC) is one of the largest
wireless providers in the country, with a 36.0% market share and representing 38.8%
of revenues in the country.(Penetration data according to AC&M-Consulting).

Competition in the market is primarily based on:

Service offers

Network quality

Pricing

Brand perception

MTS Uzbekistan
Low penetration rates characterize the wireless telecommunications market in
Uzbekistan giving MTS the opportunity to develop this market in the coming years.
According to the Companys estimates, in 2007, overall wireless penetration in
Uzbekistan increased to 22% from 10%.
MTS is the number one provider of mobile telephone services in the country, with
approximately 2.8 million subscribers accounting for nearly 48% of the Uzbek
market.

MTS Turkmenistan
In Turkmenistan, MTS continues to dominate the market, increasing its subscriber
base by 94% to 356,260 at the close of 2007 versus 183,788 at the end of 2006.
MTS thereby increased its market share by around five percentage points, with an
88% share of the total market in 2007.
Penetration in Turkmenistan is still very low, as it grew from 3.2% in 2006 to 7.4% in
2007 according to company estimates, but the countrys economic growth and low
fixed-line penetration give MTS every indication that Turkmenistan will continue to
increase its visibility in the Group results.
Page 11

MTS Armenia
In September 2007, MTS acquired an 80% stake in K-Telekom, a mobile operator in
Armenia operating under the Viva-Cell brand and offering wireless services using
GSM 900 and GSM 1800 technologies throughout the territory of Armenia. As of
December 31, 2007, Viva-Cell had 1.4 million subscribers and a 73.9% market share
according to AC&M-Consulting. At the end of 2007, the overall wireless penetration
in Armenia was 58%, or approximately 1.9 million subscribers, according to AC&MConsulting data.
In October 2007, K-Telekom was allocated frequencies valid for 10 years to offer 3G
services in the UMTS standard on the entire territory of Armenia.

HISTORY
MTS was established in October 1993 by Moscow City Telephone Network (MGTS),
T-Mobile Deutschland GmbH (T-Mobile), an affiliate of Deutsche Telekom AG,
Siemens AG (Siemens) and several other shareholders. In late 1996, Sistema JSFC
acquired a majority stake in MTS and has remained the primary owner ever since.
MTS was the first company to launch GSM services in the Moscow region in 1994. In
subsequent years, MTS has expanded rapidly in Russia largely through the
acquisition of smaller independent players and became the leading national mobile
operator.
MTS initiated its international expansion in 2002 through the establishment of Mobile
TeleSystems LLC, a joint venture with Beltelecom, the national fixed line operator in
Belarus.
In 2003, MTS continued to expand in the CIS by acquiring the leading operator UMC
in Ukraine, the biggest CIS market outside of Russia.
MTS entered Central Asia in 2004 through the acquisition of the leading mobile
phone operator in Uzbekistan, Uzdunrobita. In June 2005, the Company acquired
Barash Communications Technologies, Inc., the number one operator in
Turkmenistan.

Page 12

In September 2007, MTS continued its international expansion through the

acquisition of the leading mobile operator in Armenia, K-Telecom.
In December 2008, MTS started to expose its brand outside the CIS borders. MTS
and ShyamTelelink Limited, JSFC Sistema's telecommunications subsidiary in India,
announces the agreement to allow ShyamTelelink to use MTS brand in India. The
decision to introduce the brand to India is reflective of the brands success in the
Companys markets of operation since its launch in May 2006. In April 2008, MTS
brand was recognized as one of the BRANDZ Top 100 Most Powerful Brands, a
ranking published by the Financial Times and Millward Brown, a leading global
market research and consulting firm.
Today, Mobile TeleSystems is the largest mobile phone operator in Russia and the
CIS. MTS is a multinational corporation of a new type, based in a high-growth
emerging market and simultaneously entering other developing markets with a
unified brand. Having been recognized internationally for corporate governance and
transparency, MTS is not only a leading Russian blue-chip company, but a truly
global organization.

GLOBAL RECOGNITION
Top 100 Most Powerful Brands
In April 2008, MTS was named as one of the BRANDZ Top 100 Most Powerful
Brands, a ranking published by the Financial Times and Millward Brown, a leading
global market research and consulting firm. MTS became the first and only Russian
company to join the ranks of the most powerful brands in the world, which stands as
a recognition of its leadership across the CIS and increasing global relevance. MTS
entered the Top 100 Most Powerful Brands ranking at 89th place with a Brand Value
of $8.077 billion.
Business Week InfoTech 100
In May 2008, MTS was included in the InfoTech 100 ranking of the best-performing
tech companies by Business Week. MTS was ranked as the 14th company globally,
based on four criteria: shareholder return, return on equity, total revenues, and

Page 13

revenue growth. MTS became the highest-ranked company from Russia, and above
such companies as AT&T, LG and Microsoft.
Trusted Brand 2008
In June 2008, MTS was recognized by Readers Digest as the most Trusted Brand
among mobile operators in Russia. The European Trusted Brands 2008 survey was
conducted in 16 countries in 14 different languages. In Russia, over 40% of
consumers nominated MTS as the most Trusted Brand in Mobile Phone Network
category.
World Communications Awards 2008
In September 2008, MTS received three nominations for the World Communications
Awards 2008. The Company made the shortlist in the Best Brand, Best Mobile
Operator and Best Project Management award categories.
GSMA Board
In April 2008, the CEO of MTS joined the Board of the GSM Association (GSMA),
the global trade association for the mobile industry. GSMA's board members include
25 operator representatives, the Chair of the Executive Management Committee the body that manages the Association's ongoing activities in the area of products
and services - and the GSMA CEO Rob Conway. Board members include
executives of such leading global operators as China Mobile, AT&T, Orange,
Telefonica O2 Europe, T-Mobile, Vodafone, and Telenor Mobile.
GSMA 13th Annual Global Mobile Awards
In January 2008, MTS became the first Russian company to receive a nomination in
the 13th Annual Global Mobile Awards hosted by the GSM Association (GSMA).
MTS was recognized for its WAP-portal wap.kids.mts.ru designed specifically
for children in the Best Mobile Infotainment Portal for News/Entertainment
category.
Corporate Governance
MTS was ranked as the most transparent company in Russia by Standard & Poors
in 2005, 2006 and 2007. The ranking was based on the analysis of ownership

Page 14

structure and shareholders rights, financial and operational openness and

composition and procedures of the Board of Directors and Management Committee.
Investor Relations
In 2006 and 2007, MTS was recognized as having the best Investor Relations
department in the telecom sector in Russia. The award was based on the results of
the Extel Survey Focus Russia study, conducted jointly by Interfax and Thomson
Financial.
Top 100 Most Powerful Brands
For the second year in a row, MTS joins the ranks of the most powerful brands in the
world with a value of $9.2 billion at the 71st position. As in 2008, MTS is the most
valuable Russian brand in the ranking and one of the 10 most valuable telecoms
brands in the world. MTS brand has risen 18 spots to become the 71st most
powerful brand globally with a value of $9.2 billion, up from $8.1 billion in 2008.

CORPORATE STRATEGY
Primary goal of MTS is to be the leading communication operator in India, providing
its customers with mobile services and high speed internet access at home and on
the move. For this, company is trying to move beyond the mobile access.
The development of MTS beyond mobile access is part of our strategic initiative 3i.
Companys directions are basically based on three main principles:

Integration

Internet

Innovation

Integration
In Integration, company is basically trying to develop new customer touch points.
Company aims to provide comprehensive integrated service portfolio for all their
customers. Communication needs, through both fixed line and wireless access. The
networks and platforms company is developing will create a seamless and
unsurpasseduser experience.
Page 15

Internet
For internet facilities company is trying to offer universal connectivity to its customers
because customer increasingly expects faster and broader connectivity. Company is
also trying to create smarter pipelines so the customers can realize full benefits of
todays technology and to compete with other brands.
Innovation
In todays scenario innovation is very important aspect to stand in highly competitive
market. MTS is differentiating from its competitors by offering a unique mix of
products and services. MTS offers exclusive devices, distinct packages and
services.

Page 16

PRODUCT OFFERINGS

MTS is one of the leading telecom operators in Data products. Based on the speed it
has three Data offerings:
1) M Ultra

9.8 Mbps

2) M Blaze

3.1 Mbps

3) M Browse144 Kbps

M-ULTRA@ Rs.2499/-

Figure 1: M-ULTRA

Features

MTUltra High Speed Internet for broadband mobility - 3 times faster than
MTS Mblaze

Dual-Band 800/1900MHz

Plug and Play

Downlink speeds upto 9.8Mbps

Dual Antenna for greater receive diversity

Dedicated Spectrum

Plans to suit everyones data habit and need

Access to Hundreds of Games, Videos and Songs for download

Page 17

3.1 M-ULTRA PREPAID PORTFOLIO

M-Ultra Retail Prepaid FRC
Base Plan: Validity: 2 years, Base Tariff: Rs 1/MB
FRC Details:
MRP

Bundled Usage

Validity

Extra Usage

30 days

Re 1/MB

Unlimited access to
Rs. 240
Facebook + Twitter + Linkedin& 6 GB

New M-Ultra Retail Prepaid STVs Portfolio

Validity

Extra
Usage
Charges

*Speeds

STV MRPs
(Rs.)

Bundled Usage

134

1 GB Unlimited*

1 day
(24hrs.)

NA

Upto 1 GB- 9.8 Mbps, 1 GB to 4 GB 144kbps, 4 GB onwards - 64 kbps

339

2 GB Unlimited*

NA

Upto 2 GB- 9.8 Mbps, 2 GB to 6 GB144kbps, 6 GB onwards -64 kbps

303

1 GB

30

Re.1/MB

Limited Usage Product

450

2 GB

30

Re.1/MB

Limited Usage Product

590

3 GB

30

Re.1/MB

Limited Usage Product

30

Re.1/MB

Limited Usage Product

(in
days)

4 GB and Unlimited access to

747
Facebook + Twitter + Linkedin*
898

5 GB Unlimited*

30

NA

Upto 5 GB -9.8 Mbps, 5 GB to 8 GB144kbps, 8 GB onwards- 64 kbps

1199

10 GB Unlimited*

30

NA

Upto 10 GB-9.8 Mbps, 10 GB to 16

GB- 144kbps, 16 GB onwards- 64
kbps

1498

15 GB Unlimited*

30

NA

Upto 15 GB-9.8 Mbps, 15 GB to 20

GB- 144kbps, 20 GB onwards- 64
kbps

Page 18

M-Ultra Top Ups:

Only top ups >Rs 50 will be valid.
MRP (Rs.)

Talk Time (Rs.)

50

41.50

100

86.00

110

97.90

200

175.00

220

195.80

250

222.50

300

267.00

400

356.00

500

445.00

1000

890.00

Page 19

MBLAZE STANDARD @ Rs. 1149.

Figure 2: MBLAZE STANDARD

Features

Plug play enabled.

Speed upto 3.1 Mbps.

Fastest uploads at a speed to upto 1.8 Mbps.

3.2 MBLAZE PREPAID PORTFOLIO

MBlaze Retail Prepaid FRCs
Base Plan: Validity: 2 years, Base Tariff: Rs 1/MB
FRC Details:
MRP

Bundled Usage

Validity

Extra Usage

30 days

Re 1/MB

Unlimited access to
Rs. 220
Facebook + Twitter + Linkedin&6 GB

New MBlaze Retail Prepaid STVs Portfolio

Usage and Validity
Segments

STV
MRPs

Usage

Validity
in days

Extra
Usage

*Speeds

1 GB Unlimited*

24
hours

NA

Upto 1 GB - 3.1 Mbps, 1 GB to

4GB- 144 kbps, >4 GB - 64
kbps

Rs.96

Rs.298

2 GB Unlimited*

NA

Upto2 GB - 3.1 Mbps, 2 GB to

6GB- 144 kbps, >6 GB - 64
kbps

Short
Validity
STVs

Page 20

Low
Usage
STVs

Social
Media
STVs

High
Usage
STVs

Long
Validity
STVs

Rs.179

2 GB Unlimited*

NA

Upto 2GB - 3.1 Mbps, 2GB to

4GB- 144kbps,> 4 GB - 64
kbps

Rs.225

2 GB Unlimited*

NA

Upto 2GB - 3.1 Mbps, 2GB to

4GB- 144kbps, >4 GB - 64
kbps

Rs.379

3 GB Unlimited*

10

NA

Upto 3GB - 3.1 Mbps, 3GB to

5GB- 144kbps,>5 GB- 64 kbps

Rs.449

4 GB Unlimited*

15

NA

Upto 4GB - 3.1 Mbps,4GB to

6GB- 144kbps,>6 GB - 64
kbps

Rs.198

750 MB

30

Re.1/MB

Limited Usage Product

Rs.248

1GB

30

Re.1/MB

Limited Usage Product

Rs.375

2 GB

30

Re.1/MB

Limited Usage Product

Rs.490

3GB

30

Re.1/MB

Limited Usage Product

Facebook + Twitter
+ Linkedin&4 GB

30

Re.1/MB

Limited Usage Product

Rs.798

5 GB Unlimited*

30

NA

Upto 5GB - 3.1 Mbps, 5GB to

10GB- 144kbps,>10 GB- 64
kbps

Rs.999

12 GB Unlimited*

30

NA

Upto 12GB - 3.1 Mbps, 12GB

to15GB- 144kbps,>15 GB- 64
kbps

Unlimited access to
Rs.647

Rs.1298

15 GB Unlimited*

30

NA

Upto 15GB - 3.1 Mbps, 15GB

to 20GB- 144kbps,>20 GB- 64
kbps

Rs.698

4 GB

60

Re.1/MB

Limited Usage Product

Rs.998

6 GB

90

Re.1/MB

Limited Usage Product

Rs.1499

15 GB

90

Re.1/MB

Limited Usage Product

Rs.3990

6 GB
/MonthUnlimited*

NA

Upto 6 GB - 3.1 Mbps, 6 GB to

10 GB- 144 kbps, > 10 GB - 64
kbps

180

Page 21

Exclusive Web Recharges:

Usage and Validity
Exclusive Web
Recharges

STV
MRPs

Available on
web only

Bundled
Usage

Validity in
days

Extra
Usage

*Speed

Rs.818

7 GB
Unlimited*

30 Days

N/A

Upto 7 GB usage @
3.1 Mbps, Above 7 GB
@ 144 kbps

Available on web
only

Rs.1010

13 GB
Unlimited*

30 Days

N/A

Upto 13 GB usage @ 3.1

Mbps, Above 13 GB @
144 kbps

Available on web
only

Rs.1330

17 GB
Unlimited*

30 Days

N/A

Upto 17 GB usage @ 3.1

Mbps, Above 17 GB @
144 kbps

Weekend Recharge:
Usage and Validity
Segments

STV
MRPs

Weekend
Usage

Validity
in days

Extra
Usage

Details
6 GB usage valid on all weekends falling
with 30 days.

Segmented

Rs.295

6 GB

30 Days

Rs 1/ MB
Weekend : starting from 00 hrs Saturday to
00 hrs Monday

MTS MBlaze Recharge Reward Program STVs:

Usage and Validity
Segments

Reward Program
STVs

STV
MRPs

Bundled
Usage

Validity in
days

Extra
Usage

Credit
Points

Rs.52

200 MB

1 Day

Rs 1/ MB

52

Rs.72

350 MB

1 Day

Rs 1/ MB

76

Page 22

MTS MBlaze Data VAS STVs:

Usage and Validity
STV
MRPs

Segments

Bundled Usage

Validity in
days

Extra
Usage

Bundled VAS

Rs.396

1 GB

30 Days

Rs 1/ MB

GOD + MTS
TV

Rs.640

3 GB

30 Days

Rs 1/ MB

GOD + MTS
TV

Rs.948

5 GB Unlimited*

30 Days

N/A

GOD + MTS
TV

Rs.1149

10 GB
Unlimited*

30 Days

N/A

GOD + MTS
TV

Data VAS
STVs

*Fair Usage Policy Apply.FUP Details: STV 948:Upto 5GB - 3.1 Mbps, 5GB to 10GB- 144kbps, > 10 GB- 64 kbps; STV
1149:Upto 10GB - 3.1 Mbps, 10GB to15GB- 144kbps, > 15 GB- 64 kbps

MBlaze Top Ups:

Only top ups >Rs 50 will be valid.
MRP (Rs.)

Talk Time (Rs.)

50

41.50

100

86.00

110

97.90

200

175.00

220

195.80

250

222.50

300

267.00

400

356.00

500

445.00

1000

890.00

Page 23

MBROWSE @ Rs. 6 99.

Figure 3: MBROWSE

Features

Plug play enabled.

Speed upto 1x.

3.3 MBROWSE PREPAIDPORTFOLIO

MBrowse Retail FRCs
Base Tariff: Rs.2/MB
MBrowse Standard FRCs
MRP(Rs.)

Bundled Usage

Validity

Rs 300

Unlimited

30 Days

Rs 595

Unlimited

60 Days

MRP(Rs.)

Bundled Usage

Validity

111

Unlimited

7 Days

175

Unlimited

15 Days

148

1 GB (Additional Usage @ 50p/MB)

30 Days

325

Unlimited

30 Days

595

Unlimited

60 Days

MBrowse Retail STVs

Standard Mbrowse STV Range:

Page 24

MBrowseTop Ups:
Only top ups >Rs 50 will be valid.
MRP (Rs.)

Talk Time (Rs.)

50

41.50

100

86.00

110

97.90

200

175.00

220

195.80

250

222.50

300

267.00

400

356.00

500

445.00

1000

890.00

Page 25

4 DISTRIBUTION PROCEDURE AND SALES FORCE

MTS distribution channel:
Distribution procedure and Margins:

Airtel directly supply its products to the distributors in Urban Areas through
TM.

Territory Manager distributes the products as per demand TO individual

distributors,which is scheduled as per the target for the territory.

The Margin for the Distributor is 5%.

Distributor distributes the products to the FOSs. Their job is to supply those
products to the Retailers.

The Retailers margin is 2%

ZBM on the basis of sales achieved above target provides spurts (schemes)
to the Distributors hence in reality margin may cross 5% sometimes.

Stock system in distribution:

The complete stock maintenance procedure is categorically divided in two parts.
1. Stock to be maintained by Distributor
2. Stock to be maintained by Retailer

In the case of Distributor:

The distributor has to keep the LAPU balance for minimum 7 days; Here 35% of the
value must be in RCV.
In the case of Retailer:
The retailer has to keep LAPU balance for 3 days (minimum amount Rs.1500); Here
33% of the value must be in RCV.
(The FOS visits each Outlet in alternative days whether there is any shortage of
product or not. The supply system of MTS is so strong that a retailer will never go
with shortage of product. It is also a compulsory task for each FOS to go and to ask
Retailers whether there is any shortage of product, once in every 2 days.)

Page 26

Figure 4 : DISTRIBUTION PROCEDURE

Page 27

SALES: (The way MTS sales designed)

Selection of
Sales Force

Controlling of
Sales Force

Sales
Manager

Tranning of
Sales Force

Motivating of
Sales Force

Figure 5: FORCES TO MANAGE SALES

Page 28

Selection of sales forceMTSdeploys separate department for sales and job of those employees is to get or
generate more and more revenue for organization.
Training of Sales Force
After Recruitment they train their employees for effective working and in this training
period they guide them how, when, where, what .and to whom they can sale their
product.
Motivating of sales force
If because of some reason any employee is not able to do perform his best in that
case rather than taking any strict action they use motivation as a tool for increasing
morale of that employee.
Controlling of sales Force
MTS also control the sales force because they know the importance of control
system in organization. MTS use these four steps to decide their sales force and at
each step they check whether the process is followed within the policies of the
organization. Hence we can clearly see the difference between MTS sales growth
and its competitors.

TeleCompassTeleCompass (TC) is a system that automatically records all the stages in a sales
process. This includes a contact management system which tracks all the
transactions that has been made with a given customer, the purpose of the
transaction.

What to getEnsures that your sales effort doesnt get duplicated thereby eliminating the risk. It
eases the work for Audit department.
It is fully integrated in all the departments that deal with customer service
management.

Page 29

How it benefits MTS sales teamFor the business: Sales team can approach the market in an organized and efficient
manner.
For the managers: They can easily monitor the performance of your work force,
solve potential problems and make your people more proactive.
For the sales teams: Its easier to close a deal by keeping a track of your orders,
proposals and clients.

Page 30

PRODUCT LAUNCH
Steps:

Checks the market demand. This can be internal or external.

Checks with the exiting product.
Marketing Propose a plan according to all the concern depertment i.e. IT, finance, CSD
Department
and sales.

Every department cross check the proposal.

Department

IT
Department

Finance
Department

Checks the feasibility of the proposal.

Checks the profitability of the proposal.

Product note (proposal) is sign by all the concern department.

Department

Corporate
Team

IT
Department

Sign product note is send for appproval.

Checks configuration of the product note.

Revenue Checks the functionality of product note.

Assurance
Department

Figure 6: STEPS TO LAUNCH A PRODUCT

Page 31

6RESEARCH METHODOLOGY
6.1 RESEARCH OBJECTIVES

The research study tends to follow and achieve specific objective.

The objective of this particular study is:1. To study the various tariffs charged by MTS on its data products and hence to
study the schemes and services provided by MTS.
2. To analyse the retailers perception towards MTS and its competitors.
3. To understand the awareness of MTS data products among retailers in the
market.
4. To create interest as well as find out the potential new retail outlets.
5. To know the satisfaction level of Retailers towards MTS products and
services.
6. And, on the basis of the retailers perception thereby suggesting methods to
improve the satisfaction level of the retailers and hence increasing MTS
customer base.

To attain this objective following steps have been followed:Steps1. Study of product portfolio.
2. Comparison of recharges offered by different operators.
3. Retailers survey- to find out the market demand and supply of data cards and
to measure the retailers satisfaction level towards the company services.

Page 32

6.2 TYPE OF RESEARCH

Research Design:
The formidable problem that follows the task of defining the research problem in the
preparation of design of the research project is popularly known as the research
design. A research design is the arrangement of condition for collection and
analysis of data in a manner that aims to combine relevance to the research purpose
in economy and procedure.
Research problems:
Analysis and Study of Channel satisfaction with respect to MTS data products and
benchmarking the same vis--vis competitors.

Research methodology: Exploratory method.

The main purpose of exploratory research studies is that of formulating a problem for
more precise investigations or of developing the working hypotheses from an
operational point of view. The major emphasis in such studies is on the discovery of
ideas and insights.
Any one of the following three methods can be used to carry out such kind of
research study: Survey of concerning literature.
The Experience survey.
The analysis of insight-stimulating.
Experience survey had been used to carry out such study.
Experience Survey:
It means the survey of people who have had practical experience with the problem to
be studied. The object of such a survey is to obtain insight into the relationships
between variables and new ideas relating to the research problem. An experience
survey may enable the researcher to define the problem more concisely and help in
the formulation of the research process. This survey may as well provide information
about the practical possibilities of research.

Page 33

6.3 SAMPLE SIZE AND METHOD

Sample size

209

Sample Method

Random Simple Sampling

SAMPLE
While deciding about the sample of research, it is required from the researchers
point to pay attention to these under mentioned points:
a) Sample Units:
A decision has to be taken concerning a sampling unit before selecting a
sample, sampling unit may be a geographical one such as state, district,
village Etc. so in this research sampling unit is 7 zones of Rajasthan viz.,
Ajmer, Alwar, Bikaner,Jaipur, Jodhpur, Kota, Udaipur.
b) Source of data:
Data required for the study was collected through primary sources i.e.
Market Survey and the market area is the retail outlets of the above
mentioned zones.
c) Sampling size:
This refers to the no. of items to be selected from the universe to constitute
a sample. This is a major problem before the researcher. The size of
sample should neither be excessively large not too small, it should be
optimum. This size of population must be kept in view for this also limits the
sample size. Sample size in this research is 209.

Page 34

6.4 METHOD OF DATA COLLECTION

The data collection is of two types. They are:
1. Primary data.

2. Secondary data

a) Primary Data: Primary data are those, which are collected afresh and for the first
time and this happen to be original in character.
b) Secondary Data: Secondary data are those data which have already been
collected by someone else and have already been used as per required.
There are basically two sources to collect secondary data
a) Internally: Provided by the company/organization
b) Externally: Various publication of central, state and local Government.

Books, magazines, newspapers

Internet

Research instruments
Questionnaire Design:
As the questionnaire is self-administrated, the survey is kept simple and user
friendly. Words used in the questionnaire are readily understandable to all
respondents.
Questionnaire was developed after studying the market conditions, awareness
among the retailers and the needs and wants of the retailers.
The parameters that are measured:

Retailer reliability

Customer and Retailers awareness

Customer satisfaction

Factor preference of the retailers to promote a particular brand.

Personnel interaction:
Face to face interaction was done in order to identify grievances of the retailers.
Page 35

6.5 LIMITATIONS OF THE STUDY

At most attention was taken to eliminate any kind of biasness & misinterpretation in
the study to get optimum result, even though the following limitations could have
certain degree of impact on the findings.

Data collected about may not represent the real picture as the sample size
covered only 209 retailers against 8000 retailers.

Some respondents were not willing to respond and few of them who
responded were in hurry hence the active participation was lacking.

As survey was conducted over phone so proper rationality towards the

company and its services was lacking.

6.6 SCOPE OF THE STUDY

By this study, satisfaction level as well as attitude of the retailers towards MTS have
been found out, which can be used in strategy formulation in Rajasthan region.
Suggestions have been formulated keeping in mind the following points.

Factors for dissatisfaction towards the company services have been studied
from Retailer point of view which can be taken care of& improved.

Getting an opportunity to convince & interact with the Retailers.

Creating awareness & finding out potential Retailers for MTS.

Page 36

7DATA ANALYSIS AND INTERPRETATION

Retailer Survey

Objective 1: To know the types of Retailing Outlets.

Count of Outlet Type

Activating

Both

Recharging

Grand Total

136

71

209

Outlet Type for Rajasthan region

160
136

140
120
100

80

71

60
40
20
2
0
Activating

Both

Recharging

Interpretation:
65% of the retailing outlets have activating as well as recharging facilities hence
enhancing the visibility and accessibility to the consumers.
Recharging outlets account for 34% while activating outlets are only 1%.

Objective 2: To know the most selling brand

Page 37

Aircel
Count of Most selling
brand

14

Airtel Idea MTS Reliance TATA Vodafone

89

10

54

17

Grand
Total
209

16

Most Selling Brand for Rajasthan Region

100
90
80
70
60
50
40
30
20
10
0

89

54

13

Aircel

10

Airtel

Idea

17

16

TATA

Vodafone

MTS

Reliance

Interpretation:
Airtel is the market leader with 43% followed by MTS with 26%.
While other competitors lag behind due to poor connectivity between 6% to 8%.

Row Labels

Aircel

Airtel Idea

MTS

Reliance

TATA

Vodafone

Grand
Page 38

Jaipur

20

17

Total
51

Most selling brand for Jaipur

Zone
25

Aircel

20
20

17

Airtel

15

Idea

10

MTS

Reliance

TATA

Vodafone

Jaipur

Interpretation:
40% of the market is led by Airtel, while MTS covers 34%. Tata has the least market
with only 2%.
Row Labels
Ajmer

Aircel
2

Airtel
14

MTS
7

Reliance
1

TATA
1

Vodafone
2

Grand Total
27

Most selling brand for Ajmer Zone

16

14

14

12

Aircel

10

Airtel

MTS

6
4

Reliance
2

TATA

Vodafone

0
Ajmer

Interpretation:
In Ajmer, Airtel is the market leader with 52%, while MTS has 26%. Reliance and
Tata equally compete with the lowest market of just 1%.

Row Labels

Aircel

Airtel

Idea

MTS

Reliance

TATA

Vodafone

Grand
Page 39

Alwar

Total
26

Most selling brand for Alwar Zone

10

9
8

Aircel
Airtel

Idea

MTS

Reliance

TATA

Vodafone
Alwar

Interpretation:
In Alwar, Airtel and MTS are close competitors with 35% and 31% respectively.
Row Labels

Aircel

Bikaner

Airtel Idea
9

MTS

Reliance

TATA

Vodafone

Grand
Total
27

Most selling brand for Bikaner

Zone
10

Aircel

Airtel

2
2

Idea
MTS

Reliance
TATA

0
Bikaner

Vodafone

Interpretation:
In Bikaner, Airtel leads the market with a good margin at 33%. MTS has 19% market
while Idea has the least market with just 4%.

Page 40

Row Labels

Aircel

Jodhpur

Airtel Idea
3

13

MTS

TATA Vodafone
6

Grand
Total
26

Most selling brand for Jodhpur Zone

14

13

12

Aircel

10

Airtel

Idea

MTS

TATA

Vodafone

0
Jodhpur

Interpretation:
In Jodhpur, Airtel covers half of the market i.e 50% and MTS covers 23% due to poor
connectivity in the zone.
Row Labels

Aircel

Airtel

Idea

MTS

TATA

Vodafone

Kota

Grand
Total
26

Most selling brand for Kota Zone

10

Aircel

Airtel

6
4

Idea

4
2

MTS
1

TATA
Vodafone

0
Kota

Interpretation:
In Kota, Airtel leads the market with 35%, while MTS has 27% market presence.
Reliance has no market in this zone.

Page 41

Row Labels

Aircel

Airtel

MTS

Reliance

TATA

Vodafone

Udaipur

15

Grand
Total
26

Most selling brand for Udaipur Zone

16

15

14
Aircel

12
10

Airtel

MTS

Reliance

4
2

3
1

TATA
Vodafone

0
Udaipur

Interpretation:
In Udaipur, Airtel covers 58%, MTS covers just 15% due to lack of proper
communication to the retailers. Tata has comparatively better market than other
zones with 12%, while Reliance and Aircel equally compete at 4% each.

Page 42

Objective 3: To know the reason to associate with the most selling brand
Connectivity
Reason to
associate
with the
most selling
brand
100
90

90

Dealer
Relationship
3

Demand Margin
52

13

Promotional
Schemes
47

Roaming
4

Grand
Total
209

Reason to associate with the most selling

90
brand for Rajasthan region

80

70
60

52

47

50
40

30
20
10

13
3

Interpretation:
As surveyed, 43% of the retailers like to associate with the most selling brand
because of excellent connectivity.
Also due to increasing enhanced technologies, demand has increased immensely
which further pushes 25% retailers to associate with the brands with good market.
Telecom companies survive in the market majorly with the schemes they bring to the
market. Hence 22% retailers like to associate with the most selling brand due to
innovative schemes.

Page 43

Row
Labels
Jaipur

Connectivity

Demand

Margin

21

13

Promotional
Schemes
12

Roaming
3

Grand
Total
51

Reason to associate with the most selling

brand for Jaipur region
25

21

20
15

13

12

10
5

Connectivity

Demand

Margin

Promotional
Schemes

Roaming

Jaipur

Interpretation:
41% retailers associate with the brand due to good connectivity while 25% due to
demand followed by 24% retailers due to promotional schemes.

Row
Labels
Ajmer

Connectivity
12

Dealer
Relationship
1

Demand

Margin

Promotional
Schemes
5

Grand
Total
27

Reason to associate with the most selling brand

for Ajmer region
14
12
10
8
6
4
2
0

12
8
5

1
Connectivity

Dealer Relationship

1
Demand

Margin

Promotional
Schemes

Ajmer

Interpretation:
In Ajmer, 44% retailers associate due to good connectivity while 30% due to demand
followed by 19% retailers due to promotional schemes.

Page 44

Row
Labels
Alwar

Connectivity
8

Dealer
Relationship
1

Demand

Margin

10

Promotional
Schemes
6

Grand
Total
26

Reason to associate with the most selling brand

for Alwar region
12
10
8
6
4
2
0

10

8
6
1
Connectivity

Dealer Relationship

Demand

Margin

Promotional
Schemes

Alwar

Interpretation:
In Alwar, 38% retailers are associated with the most selling brand due to demand in
the market, while 31% retailers due to good connectivity.

Row Labels

Connectivity

Demand

Margin

Bikaner

11

Promotional
Schemes
8

Grand Total
27

Reason to associate with the most selling brand

for Bikaner region
12

11

10

8
6

2
0
Connectivity

Demand

Margin

Promotional Schemes

Bikaner

Interpretation:
In Bikaner, 41% retailers are associated to the most selling brand due to good
connectivity while 30% are due to good promotional schemes launched by the
brands regularly.

Page 45

Row Labels

Connectivity

Demand

Margin

Jodhpur

10

Promotional
Schemes
9

Roaming
1

Grand
Total
26

Reason to associate with the most selling brand

for Jodhpur region
12
10
8
6
4
2
0

10

9
4
2

Connectivity

Demand

Margin

Promotional
Schemes

Roaming

Jodhpur

Interpretation:
In Jodhpur, 38% retailers are associated due to good connectivity while 35% are due
to good promotional schemes. 8% of the retailers say that they have good margin in
the particular brand which triggers them to associate with the most selling brand.
Row Labels

Connectivity

Demand

Margin

Kota

13

Promotional
Schemes
5

Grand Total
26

Reason to associate with the most selling brand

for Kota region
14
12
10
8
6
4
2
0

13

5
2

Connectivity

Demand

Margin

Promotional Schemes

Kota

Interpretation:
In Kota, half of the retailersi.e 50% say that because of connectivity they would like
to associate with the most selling brand, while 23% of them say that demand of the
brand is high in the market.

Page 46

Row Labels

Connectivity

Udaipur

15

Dealer
Relationship
1

Demand

Margin

Promotional
Schemes
2

Grand
Total
26

Reason to associate with the most selling brand

for Kota region
20

15

15
10

Margin

Promotional
Schemes

0
Connectivity

Dealer Relationship

Demand
Udaipur

Interpretation:
In Udaipur as well, 58% retailers like to associate with the most selling brand due to
excellent connectivity, while 23% retailers are associated because of high market
demand.
Only 4% retailers say that due to good dealer relationship they like to associate with
the brand.

Page 47

Objective 4: To know the monthly recharge amount collection of the most selling
brand

>60000
Monthly Recharge
amount of the most
selling brand for
Rajasthan Region

1000020000
25

2000030000
53

3000040000
57

4000050000
45

5000060000
20

Grand
Total
209

Monthly Recharge Amount for most

selling brand for Rajasthan region
20 9

>60000
25

10000-20000

45

20000-30000
53

30000-40000
40000-50000

57

50000-60000

Interpretation:
27% retailers have monthly recharge collection between Rs. 30,000-40,000, while
25% retailers have monthly recharge collection between Rs. 20,000-30,000.
22% have monthly collection between 40K- 50K whereas only 4% have monthly
collection over Rs. 60,000 which is due to good connectivity and high demand.

Page 48

Monthly recharge count

>70

20-30

30-40

40-50

50-60

60-70

Grand Total

92

70

31

10

209

Monthly recharge count for

Rajasthan region
100

92

80

70

60
40
20

31
3

10

50-60

60-70

0
>70

20-30

30-40

40-50

Interpretation:
44% retailers say they have monthly recharge count of 20-30, while 33% of
them are able to attract 30-40 customers monthly. Only 1% retailers are able to
attract 60-70 customers monthly.

Page 49

Objective 5: To know the average LAPU balance of MTS with the retailers
Row
Labels
Jaipur

>3000

1000-1500

1500-2000

2000-2500

2000-3000

14

20

25003000
4

Grand
Total
51

Average LAPU balance for Rajasthan region

80

72

70

59

60

48

50
40
30

20
10

19
9
1

0
>3000

1000-1500

1500-2000

2000-2500

2500-3000

500-1000

Interpretation:
34% retailers have monthly LAPU balance of 1500-2000, while 28% have
average LAPU balance of 2000-2500.
Only 4% retailers have LAPU balance above 3000 which is due to good
dealer relationship and excellent chasing by the company.

Page 50

Objective 6: To understand the reason behind keeping average LAPU balance less
than Rs.500
Less
demand

Never
happened

95

53

Reason for LAPU

Bal<500

Recharging issues
due to network
congestion
4

Service Issues(sales
person not
responding)
57

Grand
Total
209

Reason for keeping LAPU balance

< Rs.500 (Rajasthan region)
Less demand
57

Never happened

95
Recharging issues due to
network congestion

4
53

Service Issues(sales
person not responding)

Interpretation:
45% retailers say due to less demand in the area their LAPU balance
sometimes fall below 500, while 27% retailers face service issues due to which
LAPU balance reaches below 500.They say that due to lack of regular visits by the
company executives they face such problem. 25% retailers have never faced any
problem and they always have LAPU balance above 500, which implies good
communication between the sales executive and the retailer.

Page 51

Objective 7: To know the reason for not promoting MTS data products

Count of Reason
for not
promoting MTS

Lack of
Communication

Less demand

40

56

Less
Low
No
Promotional Margin Reason
schemes
8
27
78

Grand
Total
209

Reason for not promoting MTS

(Rajasthan region)
Lack of Communication

40

Less demand

78

Less Promotional schemes

56
27

Low Margin
No Reason

Interpretation:
37% retailers are satisfied with the company services and are happy to promote
MTS, while 27% of them find less demand in the market hence not willing to promote
MTS. 13% retailers say they have low margin in MTS services.

Page 52

Row Labels

Lack of
Communication

Less
demand

Jaipur

11

Less
Promotional
schemes
2

Low
Margin

No
Reason

Grand
Total

10

19

51

Reason for not promoting MTS

(Jaipur Zone)
19

20
15
10
5
0

11

10

No Reason

Low Margin

Less
Promotional
schemes

Less demand

Lack of
Communicatio
n

Jaipur

Interpretation:
In Jaipur, 22% retailers do not promote MTS due to lack of proper communication by
the company and poor response on shortage of stock.

Row Labels

Lack of
Communication

Less
demand

Ajmer

Less
Promotional
schemes
1

Low
Margin

No
Reason

Grand
Total

13

27

Reason for not promoting MTS

(Ajmer Zone)
13

1
No Reason

Low Margin

Less demand

Less
Promotional
schemes

Lack of
Communicatio
n

14
12
10
8
6
4
2
0

Ajmer

Interpretation:
48% retailers are happy with the service while 30% face less demand in the area
and 15% are dissatisfied with the untimely communication by the FOSs

Page 53

Row
Labels

Lack of
Communication

Less demand

Low Margin

No Reason

Grand Total

Alwar

10

26

Reason for not promoting MTS

(Alwar Zone)
12
10
8
6
4
2
0

10

5
2

Lack of
Communication

Less demand

Low Margin

No Reason

Alwar

Interpretation:
38% retailers find less demand in the market while 19% of them complain that there
is no proper communication by FOSs.

Row Labels

Lack of
Communication

Less demand

Less
Promotional
schemes

Low
Margin

No
Reason

Grand
Total

Bikaner

27

Reason for not promoting MTS

(Bikaner Zone)
9

No Reason

Low Margin

Less
Promotional
schemes

Less demand

1
Lack of
Communicatio
n

10
8
6
4
2
0

Bikaner

Interpretation:
22% retailers say they get fewer margins in promoting MTS while 26% retailers find
less demand in the market hence not willing to promote MTS.

Page 54

Row Labels

Lack of
Communication

Less
demand

Less Promotional
schemes

Low
Margin

No
Reason

Grand
Total

Jodhpur

10

26

Reason for not promoting MTS

(Jodhpur Zone)
10
6

Less demand

Less
Promotional
schemes

Low Margin

No Reason

Lack of
Communicatio
n

12
10
8
6
4
2
0

Jodhpur

Interpretation:
23% retailers find less demand in the market and improper communication as the
major reasons for not promoting MTS.

Row Labels

Lack of
Communication

Less demand

Less Promotional
schemes

Kota

Low
No
Margin Reason
3

Grand
Total

11

26

Reason for not promoting MTS

(Kota Zone)
11

No Reason

3
Low Margin

Less demand

2
Less
Promotional
schemes

7
3
Lack of
Communicatio
n

12
10
8
6
4
2
0

Kota

Interpretation:
42% retailers are happy to serve and promote MTS, while 27% find less demand in
the market hence are not willing to promote MTS.

Page 55

Row Labels

Lack of
Communication

Less demand

Udaipur

Less
Promotional
schemes
1

Low
No
Margin Reason
2

Grand
Total
26

Reason for not promoting MTS

(Udaipur Zone)
9
2
No Reason

Low Margin

Less
Promotional
schemes

Less demand

Lack of
Communicatio
n

10
8
6
4
2
0

Udaipur

Interpretation:

35% retailers say due to less demand they are not willing to promote MTS over
market leading brands, while 27% retailers say they do not get proper information
from FOSs hence lose zeal to promote MTS.
8% retailers say they get low margin in MTS as compared to other leading brands.

Page 56

Objective 8: To know which MTS data product has maximum sell

Count of MTS Data

product with max
potential

198

248

375

490

647

798

999

Grand Total

31

60

38

67

209

MTS data product with maximum

potential (Rajasthan Region)
1 4
8

198
248

31

375
67

490
60

647
798

38

999

Interpretation:
Low Usage STVs:
32% retailers have maximum sell of STV 490 which provides 3GB for a month, while
29% have maximum sale of STV 248 which provides 1GB.18% retailers have
maximum sale of STV 375 which gives 2GB per month.
Social media STVs:
4% retailers say they have maximum sell of STV 647 which provides unlimited
access to Facebook + twitter+ LinkedIn and 4GB for a month.
High Usage STVs:
Only 2% retailers say they have maximum sell of STV 999 which provides 10GB
unlimited access for a month.

Page 57

Objective 9: To know the time of the day when retailers get the maximum customers.

Count of Time of the day

you get the maximum
recharges

3-6pm

6-9pm

9-11pm

9-12am

Grand Total

87

114

209

Time of the day to get maximum

recharges (Rajasthan region)
5
3-6pm
87

6-9pm
9-11pm

114

9-12am
3

Interpretation:
55% retailers say they get maximum customers in the morning between 9 am to
12 am, while 42% get maximum rush in the evening between 6pm to 9pm.
Only 1% retailers will get maximum recharges during late evening hours between
9pm to 11pm.

Page 58

Objective 10: To know which mode of communication is liked by the retailers most

How do you like the

company to
communicate to you

Phone call

Printing
material
25

33

Sales
Person
149

SMS
2

Grand
Total
209

Preferred mode of communication

(Rajasthan region)
2
33

Phone call
25

Printing material
Sales Person

149

SMS

Interpretation:
71% retailers say they like sales person to visit them and give the detailed
description about the schemes personally, while 16% of them want through phone
call due to lack of time to attend FOSs in person. 12% want to be communicated
through printing material so that they can anytime refer the schemes on paper, while
only 1% wants it through SMS.

Page 59

Objective 11: To know how frequently company executives visit the retailers

How frequently
company
executives visit

Alternate Days

Fortnight

Monthly

Not regular

Weekly

20

26

14

51

98

Grand
Total
209

Frequency of visits by
company executives
(Rajasthan region)
Alternate Days

20

98

Fortnight

26

14
51

Monthly

Not regular
Weekly

Interpretation:
47% retailers say company executives visit them weekly while 10% retailers are
happy with the service as company executives visit them every alternate day.
24% retailers are not happy with the service as the company executives do not visit
them regularly hence they lack proper information about the new offers and
schemes.
12% retailers say CE visit them every fortnight while 7% say CE visit them monthly
which make them unsatisfied with the services.

Page 60

Objective 12: To know how is the product awareness among people

Product awareness
among people about
MTS

Average

Excellent

Good

Poor

47

10

149

Grand
Total
209

MTS Product awareness among

people(Rajasthan region)
3

47

Average
10

149

Excellent
Good
Poor

Interpretation:
71% retailers say that MTS product awareness is good among people, while 22%
report it as average and only 1% says the product awareness is poor.
5% retailers say MTS product awareness is excellent among people, which is due to
good advertising and attractive and innovative schemes by the company.

Page 61

Objective 13: To know how is the Company representatives behaviour with the
retailers
How is company's
representative behavior

Average
7

excellent
34

Good
168

Grand Total
209

Company representative's behaviour with retailers

(Rajasthan region)
7
34
Average
excellent
Good
168

Interpretation:
80% retailers say that company representatives behaviour is good, while 3% report
it as average.
16% of the retailers perceive the company representatives behaviour to be excellent
when their frequency of visit was on alternate days.

Page 62

Objective 14: To know how is customers satisfaction of after-sales-support service

How is customer's
satisfaction of After Sales
Support

Average
30

excellent
15

Good
164

Grand Total
209

Customer satisfaction of after-salessupport service of MTS (Rajasthan

region)
30

15

Average
excellent

164

Good

Interpretation:
78% retailers perceive the customer satisfaction of after-sales-support service to be
good, while14% report it to be average.
7% retailers perceive it to be excellent.This percentage constitutes customers who
have excellent awareness about the MTS products and services.

Page 63

Objective15: To know if the retailers support desk helpful to retailers

Is retailer support desk helpful to
the retailers in solving their
problems

No
23

Yes
186

Grand Total
209

Is retailer support desk helpful

(Rajasthan region)
23
No
Yes
186

Interpretation:
89% retailers experience retailer support desk helpful, while 11% do not consider the
same.

Page 64

8 SWOT ANALYSIS

STRENGTHS
Execellent Connectivity
Innovative Schemes
Good service support
Reliable and quality product

THREATS
Tuff competition from other
companies.
Higher margin benefits to
retailers from its competitors.

WEAKNESSES
Only CDMA, no GSM
Lack of proper communication
to the retailers.
Lacking efficient global
operations.
Less brand recall in customer's
mind

OPPORTUNITY
Growing immensely in data
market.
Entry into GSM technology.
Increasing usage of wireless
network.

Page 65

9 CONCLUSION AND RECOMMENDATIONS

The Summer Internship Research project was undertaken in Marketing Department of MTS
India Rajasthan Circle to study the channel satisfaction of MTS Service In data and
benchmarking the same with its competitors. Extensive background research was done
using the secondary data provided by the company and informations available from the
internet.
Then the next stage of the research was done using the primary data collections techniques
like Survey using Questionnaire and Personal Interview with the Retailers across 7 zones of
Rajasthan. The sample chosen was random to avoid any selection and convinience bias, so
that we reflect upon the market reality.
Then careful analysis of data was done to find the following results which can be used
effectively to increase the market presence of the brand and there by holistically contributing
to development of the organization.

It was found that the customers prefer GSM technology over the CDMA network for a
plethora of reasons and thus communicating the technology per se was found to be
one of the most important requirement to increase the satisfaction of the customers
and there by the retailers.

The profit margin associated with the retailers has enough scope for improvement so
that they are motivated to increase their sale thereby increasing the overall
profitability of the retailers.

It was found that most of the retailers are not satisfied with the untimely and irregular
visits by the company executives. Thus there is a need for better communication
between the company executives and the retailers to increase sales and thus
prprofit.

It was found that marketing of MTS products is not as frequent as other competitors .
Thus there is a scope of improvement in the areas of marketing communication and
brand positioning since most of the retailers wanted the brand to have a connect with
India as the other competitors like Reliance and Airtel have been trying to do.

Page 66

10 APPENDIX

11.1 QUESTIONNAIRE FOR CHANNEL SATISFACTION STUDY

Retailer Name:

Mobile Number:

LAPU Number:

Area:

Region:

Date:

Outlet type: Recharging/Activating/Both

1) Which all brands are you associated with?( mark)

a) Airtel
b) MTS
c) Aircel
e) TATA

f) Reliance

2) Which is the bestselling brand?

a) Airtel
b) MTS
e) TATA

f) Reliance

d) Idea

g) Vodafone

c) Aircel

d) Idea

g) Vodafone

3) What is the reason to associate with the brand with maximum sales?
a) Margin
b) Promotional Schemes
c) Dealer Relationship
d) Demand

e) Credit Policy

f) Connectivity g) Roaming

4) What is the monthly average recharge amount by the customers for the most selling
brand and their monthly recharge count?
a) 10000-20000b) 20000-30000c) 30000-40000
d) 40000-50000
e) 50000-60000
Count:
a) 20-30

b) 30-40

f) >60000

c) 40-50

d) 50-60

e) 60-70

f) >70

Page 67

5) What is the average LAPU balance? (Fig in Rs.)

a) 500-1000
e) 2500-3000

b) 1000-1500

c) 1500-2000

d) 2000-2500

f) >3000

6) What is the reason for LAPU Balance < Rs.500?

a) Less Demand
b) Recharging issues due to Network Congestion
c) Service issues (sales person not reporting)

d) Never Happened

7) What is the reason for not promoting MTS?

a) Low Margin
b) Less Promotional Schemes
d) Less Demand

e) No Credit Policy

c) Unfriendly Dealer Relationship

f) Lack of communication

g) No Reasons

8) Which MTS Data Product has maximum potential? (Fig in Rs.)

a) 198
b) 248
c) 375
d) 490
e) 647
f) 798

g) 999

h) 1298

9) What time of the day you get the maximum recharges?

a) 9-12am
b) 12-3pm
c) 3-6pm
d) 6-9pm e) 9-11pm

10) How do you like the company to communicate about the new offers to you?
a) Sales Person
b) SMS
c) Phone Call
d) OBD
e) Printing Material

11) How frequently company executives visit and convey schemes?

a) Daily

b)Alternate Days

f) Not Regular

g) Never

c)Weekly

d) Fortnight

e) Monthly

Page 68

12) How is the product awareness among people about MTS?

b) Very Poor
b) Poor
c) Average
d) Goode) Excellent
13) How do you rate the Company Representatives behavior with retailers?
b) Very Poor
b) Poor
c) Average
d) Goode) Excellent

14) How do you rate the Customers satisfaction of After Sales Service Support of MTS?
a) Very Poor
b) Poor
c) Average d) Goode) Excellent

15) Does the retailer support desk identifies the retailers problems effectively
and solve them in proper time?
a) Yes
b) No

16) Suggestions for MTS:

----------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------

Page 69

12 BIBLIOGRAPHY

Books
1. Havalder K.K. and Vasant M.C. (2007), Sales and Distribution Management,
Tata McGraw Hill, New Delhi.
2. Philip Kotler and Kevin Lane Keller (12e), Marketing Management, Pearson.
3. Mamoria, C.B and Gankar, S.V (2002) Personnel Management Published by
Himalaya Publishing House.
4. Virmani, B.R. And Seth Premila (1985) Evaluating Management Training and
Development Published By Vision Book Pvt Ltd.
5. Kulkarni M.V, Marketing Research (IV Edition), Everest Publication House,
New Delhi, 2003.
Websites:
a.
b.
c.
d.
e.
f.
g.
h.
i.
j.

http://www.mtsindia.in/
www.scribd.com
www.mbaskool.com
www.docstoc.com
www.citeman.com
www.wikipedia.org
www.Codeproject.com
www.Projectstoday.com
www.Freelancer.com
www.Slideshare.net

Journals
1. Forbes
2. Business Today
3. Business Week

Page 70