Rajiv Ranjan (Aircel Project Report) Retail Visibility of Aircel With Respect To Competitors

A
Project Report
on
“Retail Visibility of Aircel with respect to Competitors”
A report submitted to Delhi Business School, New Delhi

as a part fulfillment of
MBA+PGP Graduate program (industry integrated) in entrepreneurship and business.
Submitted to: Submitted by:

Director Academics Name: RAJIV
RANJAN
Delhi business school Roll. No:
910849065
New Delhi Batch:
Jan2009-2011
Semester:
RD
3 (Marketing)
University:
Punjab Technical
University
Internal guide:
Faculty: Ms. Kiran Malhotra
Delhi Business School
New Delhi
DELHI BUSINESS SCHOOL, NEW DELHI 1

Delhi Business School
B-II/M.C.I.E.,Mathura Road , New Delhi
Website-www.dbs.edu.in
PREFACE
Master of Business Administration is a course, which combines both theory and
its applications as its contents of study in the field of management. As part and
parcel of this course, every aspirant has to undergo an ‘in – company training’ in
an organization. The purpose of this training is to expose the student of
management sciences with real life situations existing in the organization and to
provide an insight into the various functions who can visualize things what they
have been taught in classrooms. Actually, it is the life force of management. It is
in practical training that the effecti -veness of management itself is realized.
I was fortunate enough to do my training in AIRCEL DISHNET WIRE -LESS

LTD.
As a complementary to training, every trainee has to prepare and submit a report

on the working of the organization. This report is in continuation of that
tradition. It is an attempt to present an account of practical knowledge and
observations gathered during the training.
RAJIV RANJAN

ACKNOWLEDGEMENT
I asseverate my deep sense of gratitude toward:
Mr. Amit Raj (Head- HR manager), Mr. Rohit Narayan (Head-Marke -ting
Manager), Mr. Abhishek Gupta (Marcom- Manager), Mr. Laxmi Kant
(Senior Executive Marcom).
This Project has been made possible through the direct and indirect Co-operation
of various staff members of AIRCEL, DISHNET WIRELES LIMITED. And
without those co-operation & help the completion of this internship was not
possible, who have inspired me at every step suggests alternative solutions &
shared their valuable experience & knowledge with me.
Who always facilitates me in gaining practical knowledge? In my last line I

would like to say thanks to Mr. Gajendra & Mr. Jainka (TSM,DHAN BAD)
for their guidance and giving me his valuable time, support, sugges tion & the
opportunity to excel and work in the field of marketing commu nication
(Marcom) which motivate me to complete my training success -fully. Who
helped me allot in explaining the work process of the Dhanbad area & sharing
other precious knowledge.

RAJIV RANJAN
DECLARATION
I hereby declare that the project report on “RETAIL VISIBILITY OF

AIRCEL WITH RESPACT TO COMPITITORS”, is written and submitted
by me to DELHI BUSINESS SCHOOL, NEW DELHI towards the fulfillment
for the study of MBA. This project is based on my knowledge and database
gained from the company. The report written is original work of me. The
contents provided are true to the best of my knowledge and belief.
I further declare that, this project report is not been copied and submitted to any
other university for any other degree, or requirement course.
RAJIV RANJAN

TABLE OF CONTENTS
Executive summery………………………………………... (07-08)

Chapters -
01). Introduction………………………………………………… (09-14)
02). Objective of the study……………………………………… (15-16)
03). Methodology.……………………………………………….. (17-21)
 Research Problem & definition
 Research design
 Method of data collection
 Scaling &Sampling techniques
 Tools and techniques of analysis
 Analysis of collected data
04). Company Profile.………………………………………….. (22-52)
 About the Company

 Holding Company
 Company’s Product and its Services
 Value Added Services
 Competitors
 Department of telecom. & TRAI
 Role of Indian government
 Awards & Recognitions
 Aircel market Share position
 Feature ahead
05). About the Project…………………………………………... (53-55)
 Introduction of the topic

06). DATA ANALYSIS & INTERPRETATION……………… (56-67)
 Data Analysis and Interpretation & finding of customer survey

07). SUGGESTIONS & RECOMMENDATION…………….... (68-69)
08). CONCLUSIONS ………………………………………….... (70-71)
09). BIBLIOGRAPHY …………………………………………. (72-73)
10). APPENDIX / ANNEXURE………………………………… (74-75)
Thanks you…
Executive summery
The project titled “Retail visibility of Aircel with respect to competitors”
has been carried out for AIRCEL, Dhanbad, Jharkhand. The main objective
of this project is to know the Status of the company with the competitor and how
to regenerate their confidence in the prevailing market condition. The whole
summer internship period with Dishnet Wireless Ltd (Aircel) has been full of
learning and sense of contribution towards the organization. In this project the
great emphasis is given to find out the retail visibility of Aircel with respect to
competitors, whether its better than other competitors or not?
Dishnet Wireless Ltd. (Aircel) is a telecom network providing comp -any.

The main objective of this company is to provide the best services to their
customer in low cost as compared to their competitor. They offer more value
added service in marginal cost. Occasionally they give some offers for the
benefit of the customers and retailer and distributor. According to the study of
the markets, it is being observed that there are many players available in the
markets and some of them are really doing well but if we talk about retail
visibility of these companies, Aircel’s retail visibility is less effective than other
companies. The needs and wants of the client taken into consideration.

I hope Dishnet Wireless Ltd (Aircel), Dhanbad, Jharkhand will recog -nize
this as well as take more references from this project report. HR department has
been given more emphasis for the study of the project because it is the only
sector where all type of Age group, Income class and different level of people
are represented.
According to the market study, Dhanbad is one of the potential markets for the
telecom service because a single person uses many SIM (network services). Due
to some drawback in the service they do like this; If the company removes their
draw-backs then it’s sure that the company will get great response from the
customer.
The main objective of this project is to know the drawbacks of their

visibility & services and the need and wants of the retailers of dhanbad.
Dhanbad is one of the potential market for customer but company has to give
special emphasis on retailers demands for merchandising.
This project will provide me the better platform to understand the hist-
ory. This project will provide me the better platform to understand the History,
Growth and various other aspects of telecom companies. It will
also help me to understand the behavior of retailers, customers and distrib-uters,
regarding retail visibility.
RAJIV RANJAN

CHAPTER - 1
1. INTRODUCTION
TELECOMMUNICATION - The word telecommunication was adapted from

the French word telecommunication. It is a compound of the Greek prefix
tele-, meaning 'far off', and the Latin communicates, meaning 'to share'.
Telecommunication is the transmission of signals over a distance for the purpose
of communication. In modern times, this process almost always involves the
sending of electromagnetic waves by electronic transmitters but in earlier years
it may have involved the use of smoke signals, drums or semaphore. Today,
telecommunication is widespread and devices that assist the process, such as the
television, radio and telephone, are common in many parts of the world. There is
also a vast array of networks that connect these devices, including computer
networks, public telephone networks, radio networks and television networks.
Computer communication across the Internet, such as e-mail and instant
messaging, is just one of many examples of telecommunication.
The basic elements of a telecommunication system are:
 a transmitter that takes information and converts it to a signal for

transmission.
 a transmission medium over which the signal is transmitted

 a receiver that receives and converts the signal back into usable
information.
Often telecommunication systems are two-way and devices act as both a

transmitter and receiver or transceiver. For example, a mobile phone is a
transceiver. Telecommunication over a phone line is called point-to-point
communication because it is b/w one transmitter and one receiver,
telecommunication through radio broadcasts is called broadcast comm. unication
because it is between one powerful transmitter and numero us receivers.
A collection of transmitters, receivers or transceivers that communicate with

each other is known as a network. Digital networks may consist of one or more
routers that route data to the correct user. An analogue network may consist of
one or more switches that establish a connection between two or more users. For
both types of network, a repeater may be necessary to amplify or recreate the
signal when it is being transmitted over long distances. This is to combat
attenuation that can render the signal indistinguishable from noise.
The shaping of a signal to convey information is known as modulation.

Modulation is a key concept in telecommunications and is frequently used to
impose the information of one signal on another. Modulation is used to represent
a digital message as an analogue waveform. This is known as keying and several
keying techniques exist — these include phase-shift keying, frequency-shift
keying, amplitude-shift keying and minimum-shift keying. Bluetooth, for
example, uses phase-shift keying for exchanges between devices.
Telecom Industry in India
The telecom industry is one of the fastest growing industries in India. India has
nearly 200 million telephone lines making it the third largest network in the

world after China and USA. With a growth rate of 45%, Indian telecom industry
has the highest growth rate in the world. Much of the growth in Asia Pacific
Wireless Telecommunication Market is spurred by the growth in demand in
countries like India and China.
 India‘s mobile phone subscriber base is growing at a rate of 82.2%.
 China is the biggest market in Asia Pacific with a subscriber base of 48%
of the total subscribers in Asia Pacific. Compared to that India ’s share in Asia
Pacific Mobile Phone market is 6.4%. Considering the fact that India and China
have almost comparable populations, India’s low mobile penetration offers huge
scope for growth.
History of Indian Telecommunications
Started in 1851 when the first operational land lines were laid by the government
near Calcutta (seat of British power). Telephone services were introduced in
India in 1881. In 1883 telephone services were merged with the postal system.
Indian Radio Telegraph Company (IRT) was formed in 1923. After
independence in 1947, all the foreign telecommunication companies were
nationalized to form the Posts, Telephone and Telegraph (PTT), a monopoly run
by the governments,
Ministry of Communications.
Telecom sector was considered as a strategic service and the government

considered it best to bring under state's control. The first wind of reforms in
telecommunications sector began to flow in 1980s when the private sector was
allowed in telecommunications equipment manufacturing. In 1985, Department
of Telecommunications (DOT) was established. It was an exclusive provider of
domestic and long-distance service that would be its own regulator (separate
from the postal system). In 1986, two wholly government-owned companies

were created: the Videsh Sanchar Nigam Limited (VSNL) for international
telecommunications and Mahanagar Telephone Nigam Limited (MTNL) for
service in metropolitan areas.
In 1990s, telecommunications sector benefited from the general opening up of

the economy. Also, examples of telecom revolution in many other countries,
which resulted in better quality of service and lower tariffs, led Indian policy
makers to initiate a change process finally resulting in opening up of telecom
services sector for the private sector. National Telecom Policy (NTP)1994 was
the first attempt to give a comprehensive roadmap for the Indian
telecommunications sector. In 1997, Telecom Regulatory Authority of India
(TRAI) was created. TRAI was formed to act as a regulator to facilitate the
growth of the telecom sector. New National Telecom Policy was adopted in
1999 and cellular services were also launched in the same year.
Telecommunication sector in India can be divided into two segments: Fixed

Service Provider (FSPs), and Cellular Services. Fixed line services consist of
basic services, national or domestic long distance and international long distance
Services. The state operators (BSNL and MTNL), account for almost 90 per cent
of revenues from basic services. Private sector services are presently available in
selective urban areas, and collectively account for less than 5 per cent of
subscriptions. However, private services focus on the business/corporate sector,
and offer reliable, high- end services, such as leased lines, ISDN, closed user
group and videoconferencing.
Cellular services can be further divided into two categories: Global System for
Mobile Communications (GSM) and Code Division Multiple Access (CDMA).
The GSM sector is dominated by Airtel, Vodfone-Hutch, and Idea Cellular,
while the CDMA sector is dominated by Reliance and Tata Indicom. Opening

up of international and domestic long distance telephony services are the major
growth drivers for cellular industry. Cellular operators get substantial revenue
from these services, and compensate them for reduction in tariffs on airtime,
which along with rental was the main source of revenue. The reduction in tariffs
for airtime, national long distance, international long distance, and handset
prices has driven demand.
Milestones in Telecom Reforms
 1984 Manufacturing of subscriber terminal equipment opened to private

sector.
 1985 Telecom was constituted into a separate department with a separate
board.
 1986 MTNL and VSNL created as corporations.
 1988 Government introduces in-dialing scheme. PABX services only within
a building, or in adjoining buildings.
 1989 Telecom Commission formed.
 1991 Telecom equipment manufacturing opened to private sector. Major
international players like Alcatel, AT&T, Ericsson, Fujitsu, and Siemens
entered equipment manufacturing market.

 1992 VAS sector opened for private competition.
 1993 Private networks allowed in industrial areas.
 1994 Licenses for radio paging (27 cities) issued.
 May 1994 New Telecom Policy announced.
 September 1994 Broad guidelines for private operator entry into basic
services announced.
 November 1994 Licenses for cellular mobiles for four metros issued.
 December 1994 Tenders floated for bids in cellular mobile services in 19
circles, excluding the four metros, on a duopoly basis.
 January 1995 Tenders floated for second operator in basic services on a circle
basis.
 July 1995 Cellular tender bid opened.
 August 1995 Basic service tender bid opened; the bids caused lot of
controversy. A majority of bids were considered low.
 December 1995 LOIs issued to some operators for cellular mobile operations
in circles.
 January 1996 Rebidding takes place for basic services in thirteen circles.
Poor response.
 The Telecom Regulatory Authority of India (TRAI) formed by ordinance.
 October 1996 LOIs being issued for basic services.
 March 1997 The TRAI Act passed in Parliament.
 June 1998 Several VASs available through private operators. The first private
basic service becomes operational.
 March 1999 Announcement of National Telecom Policy.
 January 2000 Amendment to the TRAI Act.
 August 2000 Announcement of Domestic Long Distance Competition Policy.
 October 2000 Planned Corporatization of DoT.

CHAPTER- 2

2.Objective of our study are:

 To find out the presence of AIRCEL POP & Sinages products in retail outlets
of Dhanbad area and measures to improve it with compression of
competitors.
 To assess the distribution on the basis of number of outlets covered, supply,
frequency of visits.
 To find out retailers opinion in related to the life of POP Material and life of
hard visibility.
 To find out replacement cycle of POP (Point of purchase), material of
different operators.
 To find out who is take care of POP activity.
 To find out retailers opinion in related to how company can make its
presence better on retail outlet.
 To find out retailers point of view which display of retail visibility is most
durable.
Sample unit of our research includes all the existing and potential retailer of
different mobile services in Dhanbad. Sample size is 200 respondents
In our survey we tried to find out the retail visibility with respect of competitors
in mind while selecting a mobile operator in the order their importance like
connectivity, advertisement, rate plan offered, brand value, customer care
services.
We also tried to find out the frequency of problem related to services provided
by mobile operators. An attempt was made to find out the level of satisfaction
that retailer experiences from various services provided by mobile operators.
CHAPTER- 3

3. RESEARCH METHODOLOGY
Research methodology is a way to systematically do the job. It may be understood as

a science of studying how research is done scientifically. The most desirable

approach with regards to the selection of the research methodology depends on the
nature of particular work, time and resources available along with the desire level of
accuracy.
The research process methodology consists of six steps and these steps are as
follows:
1. Problem definition.
2. Development of an approach to the problem.
3. Research design formulation.
4. Field work or data collection.
5. Data preparation and analysis.
6. Report preparation and presentation.
Title of the study:
A Study on “ RETAIL VISIBILITY OF AIRCEL WITH RESPECT TO

COMPITITORS”.
Definition: The display of products which makes them appealing, attractive,

accessible, engaging, and enticing to shoppers in a retail store. Visual merchandising
utilizes displays- Posters, Banners, Leaflet, Dangler, lighting, digital technology and
interactive elements to catch customers' attention and persuade them to make
purchases. Visual merchandising helps convey the image of the brand and reflects
the personality of the target markets that the retail store wants to attract.
PROBLEM DEFINATION
The first step in any marketing research is to define the problem. In defining the
problem, the researcher should take into account the purpose of study, the relevant
background information and the information needed.

Statement of problem: The purpose of our study is as follows:-
A mobile connection and RCV’s (recharge vouchers) are a specialty cum

convenience good. Since mobile connection is a convenience good customer looks
for the availability in the shop near to him. So key for getting maximum sales is to
ensure the connection is available in every retail outlets with good amount of
promotion. The project done envisages this fact. The study identified the areas and
stores where AIRCEL has a low market presence and has suggested measures to
improve the market presence.
 To find out the presence of AIRCEL POP(Point of purchase) & Sinages products
in retail outlets of Dhanbad area and measures to improve it with compression of
competitors.
 To find out retailers opinion in related to the life of POP (Point of purchase)
Material and life of hard visibility.
 To find out replacement cycle of POP (Point of purchase) material of different
operators.
 To find out who is take care of POP (Point of purchase) activity.
 To find out retailers opinion in related to how company can make its presence
better on retail outlet.
durable.
RESEARCH DESIGN
A research design is a framework for conducting the marketing research project. It

details the procedure necessary for obtaining the required information, and its
purpose is to design a study that will test the hypothesis of interest, determine

possible answers to research questions and provide the information needed for
decision making. Formulating the research design involves the following steps:-
 RESEARCH DESIGN: Descriptive Research.
We are using the descriptive research as we know the problem and by using this type
of research we are able to get information regarding the attitude of Aircel retailer
towards retail visibility. A research design is the arrangement of conditions for the
collection and analysis of data in a manner that aims to combine relevance to the
research purpose with economy in procedure. Research design can be classified into
three broad classes, exploratory, descriptive and casual. In this study descriptive
research was used. This is because descriptive research is essentially a fact and
finding approach related largely to the present and abstracting generalizations by
cross sectional study of current situation.
 METHOD OF COLLECTING QUANTITATIVE DATA:-
The research instrument which we are using in our research paper is a questionnaire.
Our questionnaire consists of open ended questions. This questionnaire translates the
information needed into a set of specific questions that the respondents have to
answer. The reason for using the direct method of interview was the accuracy of
personal interview. The filled questionnaire was later analyzed and interpreted to
draw conclusions.
 SCALING TECHNIQUES:-
METHOD OF SCALING: The scaling method which we are using in our

questionnaire is
 NOMINAL SCALE.
 RANK ORDER SCALE

 SAMPLING TOOLS & TECHNIQUES:-
 TARGET POPULATION: All Aircel retailers of Dhanbad.
 SAMPLING FRAME: All retailer of Dhanbad region.
 SAMPLING SIZE: Our sample size will consist of 200 retailer
respondents.
 SAMPLING TECHNIQUE: We are using Random & judgmental
sampling technique.
 CONTACT METHOD: Personal Interview.
 DATA SOURCES: Primary Data.
 RESEARCH INSTRUMENT: Questionnaires
 TYPE OF QUESTIONNAIRES: Structured
 FIELD WORK:- Our field force consists of 1 MEMBER only and our field is
Dhanbad district in Jharkhand.
Analysis of the collected data
After the collection of data required, the statistical data have been analyzed in tabular
form so that it may systematically describe the characteristics of the variables. The
analyzed data is then represented by means of pie charts.
CHAPTER- 4

MAXIS
Maxis’ expansion into Indonesia and India is another milestone in our aspiration
to be the regional communications leader of choice. The acquisition of a 51%
stake in PT Natrindo Telepon Seluler (NTS), Indonesia and a 74% equity

interest in Aircel, India provides new growth opportunities for Maxis. These
acquisitions give Maxis a strong foothold in two of the world’s most attractive
high-growth, low-penetration markets. This marks the beginning of the new
world of Maxis – a world beyond voice, and beyond borders.
Maxis in INDONESIA
On 29th April 2005, Maxis acquired 51% of PT Natrindo Telepon Seluler

(NTS). Maxis are currently in the middle of rolling out a Java wide network to
establish the company as a national operator. The initial launch phase
encompasses 1,300 BTS, providing both 2G and 3G services. NTS expects to
have up to 480 employees by launch date and to increase significantly upon
launching.
MAXIS IN INDIA

Maxis in India Maxis completed the acquisition of a 74% stake in Aircel on
March 21, 2006. Currently, Aircel has operations in 9 of the 23-telecom circles
of India - Chennai, Tamil Nadu, West Bengal, Orissa, Assam, North East,
Jammu and Kashmir, Himachal Pradesh and Bihar. Aircel launched its services
in Bihar and Himachal Pradesh in December 2006 and also recently received the
licenses to operate in the remaining 14-telecom circles of India giving it the
ability to become a pan-India player.
Maxis’ expansion into Indonesia and India is another milestone in our aspiration
to be the regional communications leader of choice. The acquisi-tion of a 51%

stake in PT Natrindo Telepon Seluler (NTS), Indones -ia and a 74% equity
interest in Aircel, India provides new growth opportunities for Maxis. These
acquisitions give Maxis a strong foothold in two of the world’s most attractive
high-growth, low-penetration markets. This marks the beginning of the new
world of Maxis – a world beyond voice, and beyond borders. MAP Maxis in
Indonesia On 29th April 2005, Maxis acquired 51% of PT Natrindo Telepon
Seluler. Maxis is currently in the middle of rolling out a Java wide network to
establish the company as a national operator.
The initial launch phase encompasses 1,300 BTS, providing both 2G and 3G
services. NTS expects to have up to 480 employees by launch date and to
increase significantly upon launching. Maxis in India Maxis completed the
acquisition of a 74% stake in Aircel on March 21, 2006. Currently, Aircel has
operations in 9 of the 23 telecom circles of India - Chennai, Tamil Nadu, West
Bengal, Orissa, Assam, North East, Jammu and Kashmir, Himachal Pradesh and
Bihar. Aircel launched its services in Bihar and Himachal Pradesh in
December 2006 and also recently received the licenses to operate in the
remaining 14 telecom circles of India giving it the ability to become a pan-India
player.
Aircel expects to aggressively grow its subscriber base in India and is

developing a broad range of new propositions for its customers - from branding,
to increased network coverage, to innovative product and service offerings, to
refreshing customer experience. As of 31st December 2006, Aircel serves more
than 4.5 million subscribers with a network comprising of almost 4,000 BTS.
Aircel continues to be the market leader in Tamil Nadu and Chennai circle.
Aircel’s network provides 2G and GPRS services, and is EDGE capable.
Aircel is also currently in the process of conducting 3G Trials across different

cities in India. In addition, Aircel is the first cellular operator in India to launch

wireless Internet services using WiMAX technology. It aims to immediately
extend its WiMax coverage to over 20 cities to serve enterprise broadband
customers. Over the next few quarters, India is expected to add new subscribers
at the rate of 5 to 6 million per month. India offers huge opportunities for Aircel
given the current low mobile penetrations levels as well as challenges in terms
of its geographic spread and low ARPU levels.
Aircel expects to aggressively grow its subscriber base in India and is

developing a broad range of new propositions for its customers - from branding,
to increased network coverage, to innovative product and service offerings, to
refreshing customer experience.
As of 31st December 2006, Aircel serves more than 4.5 million subscribers with
a network comprising of almost 4,000 BTS. Aircel continues to be the market
leader in Tamil Nadu and Chennai circle.
Aircel’s network provides 3G and GPRS services, and is EDGE capable. Aircel
is also currently in the process of conducting 3G Trials across different cities in
India. In addition, Aircel is the first cellular operator in India to launch wireless
Internet services using WiMAX technology. It aims to immediately extend its
WiMax coverage to over 20 cities to serve enterprise broadband customers.
Over the next few quarters, India is expected to add new subscribers at the rate
of 5 to 6 million per month. India offers huge opportunities for Aircel given the
current low mobile penetrations levels as well as challenges in terms of its
geographic spread and low ARPU levels.
About Aircel
Type Private

Founded 1999
Headquarters Chennai, India
Key people Gurdeep Singh, CEO
Industry Telecom
Parent Maxis communications (74%)
Apollo Hospital (26%)
Products Mobile Telecommunication operator
Website http://www.aircel.com
 The Aircel group is a joint venture between Maxis Communications Berhad

of Malaysia and Sindya Securities & Investments Private ltd. whose current
shareholders are the Reddy family of Apollo Hospitals Group of India, with
Maxis Communications holding a majority stake of 74%.
 Aircel commenced operations in 1999 and became the leading mobile

operator in Tamil Nadu within 18 months. In December 2003, it launc hed
commercially in Chennai and quickly established itself as a market leader – a
position it has held since.
 Aircel began its outward expansion in 2005 and met with unprecedent -ed
success in the Eastern frontier circles. It emerged a market leader in Assam
and in the North Eastern provinces within 18 months of ope rations. Till
today, the company gained a foothold in 18 circles include -ing Chennai,
Tamil Nadu, Assam, North East, Orissa, Bihar, Jammu & Kashmir, Himachal
Pradesh, West Bengal, Kolkata, Kerala, Andhra Pradesh, Karnataka, Delhi,
UP(West), UP(East), Maharashtra & Goa and Mumbai.
 The Company has currently gained a momentum in the space of telecom in
India post the allocation of additional spectrum by the Depart -ment of
Telecom, Govt. of India for 13 new circles across India. These include Delhi

(Metro), Mumbai (Metro), Andhra Pradesh, Gujarat, Haryana, Karnataka,
Kerala, Madhya Pradesh, Maharashtra & Goa, Rajasthan, Punjab, UP (West)
and UP (East).
 MARKET STRUCTURE OF TELECOM INDIA
OUR PRESENCE
Divided int
Telecom Circles & Metro districts are responsible for providing service to the
customers. There are 24 Telecom Circles and 2 Metro districts.
TELECOM CIRCLE IN INDIA

1. Andaman & Nicobar Telecom Circle
2. Andhra Pradesh Telecom Circle
3. Assam Telecom Circle
4. Bihar Telecom Circle
5. Chhattisgarh Telecom Circle
6. Gujarat Telecom Circle
7. Haryana Telecom Circle
8. Himachal Pradesh Telecom Circle
9. Jammu & Kashmir Telecom Circle
10. Jharkhand Telecom Circle
11. Karnataka Telecom Circle
12. Kerala Telecom Circle
13. Madhya Pradesh Telecom Circle
14. Maharashtra Telecom Circle

15. North East-I Telecom Circle for Meghalaya, Mizoram and Tripura
16. North East-II Telecom Circle for Arunachal Pradesh, Manipur and
Nagaland.
17. Orissa Telecom Circle
18. Punjab Telecom Circle
19. Rajasthan Telecom Circle
20. Tamil Nadu Telecom Circle
21. Uttar Pradesh (East) Telecom Circle
22. Uttar Pradesh (West) Telecom Circle
23. Uttaranchal Telecom Circle
24. West Bengal Telecom Circle
Metro Districts
1. Kolkata Telecom District

2. Chennai Telecom District
BASIC STRUCTURE OF INDIAN TELECOM

HOLDING COMPANY
1. DISHNET WIRELESS LIMITED
2. AIRCEL CELLULAR LIMITED
3. AIRCEL BUSINESS SOLUTIONS
 DISHNET WIRELESS LIMITED-This Company provides broadband

services in different circles & it is one of the company which uses WIMAX
technology.
 AIRCEL CELLULAR LIMITED-This Company provides mobile services

in different circles.
 AIRCEL BUSINESS SOLUTIONS-This is the sub part of aircel cellular

limited which executes the ILD,NLD, WIMAX operations for aircel cellular.
COMPANY PRODUCTS

 AIRCEL SIM Cards
 AIRCEL VOUCHERS
 AIRCEL E-Recharge
 AIRCEL INQ Mobile
 AIRCEL Pocket Internet
AIRCEL SERVICES
SERVICES
PRE-PAID POST-PAID
Any mobile service provider companies provide two types of facility for the
usages
1. PRE-PAID
2. POST-PAID
PRE-PAID:
PRE-PAID Define as a pre paid and then use. In this type customer purchases
the recharge coupons and other value added services card from retail shops and
then that can use. In the PRE-PAID if we have no sufficient balance then we
cannot make a call.
POST-PAID:

POST-PAID Define as a post means first use and then paid. In this type of
facility we can make a call unlimited till the credit limit. There are many types
of facility who divert my opinion to use the Post-paid Facility.
VALUE ADDED SERVICES
 COLOUR SMS
 CALLER RING BACK TONE
 AIRCEL 55555 SERVICE
 Music Stations:
 Astrology
 Jokes
 Bollywood
 News
 Tips
 AIRCEL HEALTH SERVICES

 RAILWAY SERVICES
 PLAY SCRABBLE
 Search your favourite Ring tone
 Bengali Ring tones
 Voice Mail Service
 Save Your Contacts

 Healthy Living Tips
 SIM browser services
 Dictionary
 Funny Logos and Pictures
 Regional Ring tones
 Jokes
 Hollywood/English Ringtones, Picture Messages and Logos
Non-stop downloads of your favorite stars' Wallpaper, latest Polyphonic

Ringtones, MP3 tones, True tones, Music Videos, Movie videos, Themes,
Movie Themes and Mobile games only on Aircel pocket internet.
What’s more, activating this service is free and browsing the portal is charged
just @10p/10Kb.
Charges:
 SMS sent to 121 will be Free.

 Browsing charges 10paisa/10 Kb.

The major key players in the Telecom Market in India
The Key players in the Telecom Market in India

Cellular Service provider:
1. Airtel
2. Aircel
3. BSNL
4. Vodafone
5. Idea
6. Reliance
7. Tata indicom
8. MTNL
9. Virgin
10. Uninor
11. MTS
12. S Tel
13.Docomo

Classification of Telecommunication services
1. Basic services
2. Cellular services
3. Internet Service Provider (ISP)
Cellular Service
Overview
1. There are ten private service operators in each area, and an incumbent.
2. state operator. Almost 80% of the cellular subscriber base belongs to
the pre-paid segment.
3. The DoT has allowed cellular companies to buy rivals within the same
operating circle provided their combined market share did not exceed
67 per cent. Previously, they were only allowed to buy companies
outside their circle.

The DoT and the Precursor to Reform
In one of the earliest steps towards reforms and boosting indigenization efforts,
the government set up the Centre for Development of Telematics (C-DOT) in
1984 with the objective of initiating and managing research in the switching
and transmission segments.Subsequently, the government separated the
Department of Post and Telegraph in 1985 by setting up the Department of
Post and the Department of Telecommunications.In 1986 two new public
sector corporations. The Mahanagar Telephone Nigam Limited (MTNL) and
the Videsh Sanchar Nigam Limited (VSNL).were set up under the Department
of Telecommunications (DoT).
The MTNL, which was carved out of the Dot, took over the operation,
maintenance, and development of telecom services in Bombay and New Delhi.
The VSNL was set up to plan, operate, develop, and accelerate international
telecom services in India. The government created the corporate organizations
in orderto allows decision making autonomy and flexibility and facilitates
public borrowings that would not have been possible under a government
framework. However, policy formulation, regulation, and several key decision
areas remained with the DoT.
A new organization, the Telecom Commission, was created in 1989 with a

wide range of executive, administrative, and financial powers to formulate and
regulate policy and prepare the budget for the DoT. The Telecom Commission

had four full-time members’ managing technology, production, services, and
finance and four part-time members representing the Planning Commission,
Department of Finance, Department of Industry, and Department of
Electronics. The creation of the MTNL, its subsequent operations, and the
relationship of the personnel employed in the MTNL to their counterparts in
the DoT raised questions about the organizational structure most suited for this
sector. Therefore, in 1991, upon government initiative, the high-powered
Athreya Committee submitted a report on the appropriate organizational
structures for this sector.
The report recommended:
 Placing both policy and regulatory mechanisms under the Telecom

Commission.
 Breaking up of the DoT into zonal corporations under the government.

 Setting up of a corporation, initially in the public sector, to handle the
long-distance network.
 Allowing value-added services (VASs) to be provided by the private

sector.
 Indicating general liberalization in production of equipment
giving autonomy to R&D and training institutions.
 Subsequently, other studies for reforms had been commissioned, but in

the absence of public debate, and employee and union concerns
regarding the consequences of implementation.
 The government did not formally adopted any report.. Since 1997, there
were several statements in the media by key decision makers and the
Communications Minister calling for corporatization of the DoT.

However, there was very little public information or debate regarding
the sequence of decisions leading to corporatization or the form of
corporate structure.
 Since 1995, there was increasing pressure from international

organizations such as the WTO to review the monopoly status of the
VSNL and the Dot’s monopoly in international long-distance
communication respectively.
 The government had undertaken to review the monopoly status of the

VSNL in 2004 and the possibility of opening of long distance in 1999.
 The VSNL continued to have a monopoly over international telecom and

broadcast transmission. It had planned to enter the long-distance market
but the DoT hampered its plans. In 1999, the government created the
Department of Telecom Services (DTS), who’s Secretary was appointed
from the Indian Telecom Services (ITS) cadre, and the DoT from the
erstwhile the DoT, who’s Secretary was appointed from the Indian
Administrative Services (IAS). This was done ostensibly to separate the
service provision component (DTS) from that of policy making (DoT).
 In reality this was to accommodate the conflict caused by the

government’s decision to appoint a Secretary to the department from the
IAS, as DoT employees wanted the Secretary to be from the ITS. When
the DTS Secretary retired, the government appointed an IAS officer in
his place, which again led to agitation and further bifurcation of the DTS
into the Department of Telecom Operations (DTO) and DTS. The DTS
was to be headed by an IAS officer responsible for the MTNL, VSNL,
Telecommunications Corporation of India Limited (TCIL), Indian
Telephone Industries Ltd. (ITI), and Hindustan Teleprinters Limited

(HTL) as well as for formulating the strategy for corporatization. The
DTO was responsible for managing the telecom network.
 The government’s view has been that a person from outside the ITS
cadre would be better able to oversee the corporatization of the DoT
since in the past senior management of the erstwhile DoT, mostly from
the ITS, had resisted any kind of change.
 Although an outsider Secretary was ostensibly to facilitate corporatiz

-ation, it is not clear how, without the requisite mandate from the empl
-oyees and especially the senior managers, he/she would be able to lead
such a major task. This is not to say that the ITS cadre was better
equipped to handle this task. What was missing was an overall strategy
and an indication of the direction of change to inform the administrative
changes. The government seemed to view corporatization as an adminis
-trative decision rather than a process.
 The Athreya Committee report as well as subsequent reports on

restructuring may be viewed as the initiation of a process of Examining
organizational options. The reports, however, did not accord due attenti
-on to the need for autonomy in financial and Operational decision
making.
 Management incentives that would have allowed these organizations to

increase profitability and raise capital from markets had been only very
sketchily outlined thus access to capital would have been a problem.
 Besides the limitations, the suggested changes were superficial since

most .restructured. Organizations showed too much of Control and rule
orientation and continued to work in much the same manner as before.

 Inability of top management and political executives to address the need
to make the DoT more competitive could be cited as a failure. Given the
large base of employees who had been entrenched in a typical bureaucra
-tic mode of functioning providing
 Customer orientation and a commercial approach were, and continue to

be, the most difficult tasks. The DoT had no specific training policy in
this regard. Though there were several training centers, these were not
equipped to provide management training. The restructuring was far
more concerned with form than content.
 Areas like identifying the mechanisms for acquiring new core Capabili
-ties, developing appropriate incentives, and nurturing a climate in
which change could take place were lacking.

Telecommunications Regulatory Authority of India
(TRAI)
The
Telecommunications Regulatory Authority of India or TRAI (established in
1997) is the independent regulator established by the Government of India to
regulate the telecommunications business in India. Notwithstanding anything
contained in the Indian Telegraph Act, 1885, the functions of the Authority shall
be to-
(a) Make recommendations, on a request from the licensor, on the following

matters, namely:
(i) need and timing for introduction of new service provider;
(ii) terms and conditions of license to a service provider;
(iii) revocation of license for non-compliance of terms and conditions of

license:
(iv) Measures to facilitate competition and promote efficiency in the

operation of telecommunication services so as to facilitate growth in such
services.
(v) Technological improvements in the services provided by the service

providers.

(vi) Type of equipment to be used by the service providers after inspection of
equipment used in the network.
(vii) measures for the development of telecommunication technology and any

other matter relatable to telecommunication industry in general;
(b) Discharge the following functions, namely:-
(i) ensure compliance of terms and conditions of license;
(ii) notwithstanding anything contained in the terms and conditions of the

license granted before the commencement of the Telecom Regulatory Authority
(Amendment) Ordinance, 2000, fix the terms and conditions of inter-
connectivity between the service providers;
(iii) Ensure technical compatibility and effective inter-connection between

different service providers.
(iv) regulate arrangement amongst service providers of sharing their revenue

derived from providing telecom services;
(v) lay down the standards of quality of service to be provided by the service
providers and ensure the quality of service and conduct the periodical survey of
such service provided by the service providers so as to protect interest of the
consumers of telecommunication services.
(vi) lay down and ensure the time period for providing local and long distance
circuits of telecommunication between different service providers;
(vii) maintain register of interconnect agreements and of all such other matters
as may be provided in the regulations;

(viii) keep register maintained under clause (viii) open for inspection to any
member of public on payment of such fee and compliance of such other
requirement as may be provided in the regulations;
(ix) ensure effective compliance of universal service obligations
(c) Levy fees and other charges at such rates and in respect of such services as
may be determined by regulations.
(d) Perform such other functions including such administrative and financial
functions as may be entrusted to it by the Central Government or as may be
necessary to carry out the provisions of this act.
Provided that the recommendations of the Authority specified in the clause (a) of
this sub-section shall not be binding upon the CentralGovernment: Provided
further that the Central Govt shall seek the recommendations of the Authority in
respect of matters specified in sub-clauses (i) and (ii) of clause (a) of this sub-
section in respect of new license to be issued to a service provider and the
Authority shall forward its recommendations within a period of sixty days from
the date on which that Government sought the recommendations:
Provided also that the Authority may request the Central Government to furnish
such information or documents as may be necessary for the purpose of making
recommendations under sub-clauses (i) and (ii) of clause (a) of this sub-section
and that Government shall supply such information within a period of seven
days from receipt of such request:
Provided also that the Central Government may issue a license to a service
provider if no recommendations are received from the Authority within the
period of specified in the second provision or within such period as may be
mutually agreed upon between the Central Government and the Authority.

Provided also that if the Central Government has considered that
recommendation of the Authority comes to a prima facie conclusion that such
recommendation cannot be accepted or needs modifications, it shall, refer the
recommendations back to the Authority for its reconsideration.
ROLE OF INDIAN GOVERNMENT
The Indian government has played a significant role in setting the stage for
growth in mobile telecommunications. Through the oversight of the Telecom
Regulatory Authority of India (TRAI), the government has made many changes
to regulations and policies to remove hurdles and spark growth. First, the Indian
government introduced the Unified Licensing Regime in 2003. This regime
allows operators to offer any service through the technology of their choice, in
any area in which they currently operate. Thus, all telecom services (including
voice, data, cable TV, and radio broadcasting) can now be delivered through a
single medium and are covered by a single license. Unified licensing shifted
operator behavior and caused operators to start focusing on converged services
and networks for cost efficiency – which, in turn, allows them to offer pricing
conducive to rapid growth. In addition, the Indian government has raised the
maximum foreign direct investment (FDI) limit from 49 percent to 74 percent in
Telecom Sector. The government also enacted the Access Deficit Charge (ADC)
policy, which requires that a share of call revenue be paid to the government to
assist in funding network expansion into rural areas.As of early 2005, several
regulations were imminent.
First, the launch of an “All India” license would give operators the right to
provide all forms of service throughout India with one license. This structure
would initiate the next phase of market consolidation, with the result likely
being five to six main players. The players would have greater scale which

would lead to higher cost efficiency and, ultimately, more flexibility, and allow
even fixed line users to switch to mobile services seamlessly – possibly
increasing competition in the market. Finally, the government needed to decide
how to increase spectrum capacity, since 2G networks are nearing full capacity
(“2G” stands for second generation cellular technologies, which are circuit-
based, voice technologies deployed in the 1990s. This standard is being replaced
around the world with “3G” networks that are faster .
AWARDS AND RECOGNITIONS

Aircel has won many awards and recognitions. Voice and Data gave Aircel the
highest rating for overall customer satisfaction and network quality in 2006.
Aircel emerged as the top mid-size utility company in Business world ‘List of
Best Mid-Size Companies’ in 2007.Additionally, Tele. Netrecogni -sed Aircel as
the best regional operator in 2008. With over 25 million happy customers in the
country, Aircel is a full-fledged national operator.
 Since its foundation in 1999 and the company has gone from strength to
strength and by late 2006, company served some 4 million subscribers in
Chennai, Tamil Nadu and Northern and Eastern India.

 Aircel network cover more than 135 towns and over 1500 Kms of state and
national highways in the Bihar circle and the network is being rolled out with
2-MSCs,7-BSCs and 750 –BTS to ensure the seamless connecti eity.
 Aircel also established a world class 24*7 Soft Switch / IP Based Call Center
at Patna.
 Aircel has recently been honored as the No.1 operator across all metro circles
for customer satisfaction by Voice and Data magazine’s survey in 2008.
 Currently, Aircel has a marked presence in the North and North East circle of
the country including Rest of West Bengal, Orissa, Sikkim, Manipur,
Jammu and Kashmir, Himachal Pradesh and Bihar.
 Aircel had acquired RPG Cellular in the Chennai circle in December, 2003,
and since then the cellular service provider has registered a whopping
117.8% growth in its subscriber base.

OUR GOALS AND VALUES
CUSTOMERS :our customers are our most valued assets. we will strive
to exceed their expectations at all time by providing them with superior
services that embody value, innovation, quality and care.
PEOPLE : our people are our greatest resources. we will attract, train and
retain the best.we will challenge them to develop their full potential in the
context of our company goals.
INTEGRITY : We will maintain and strive for the highest levels of

personal and professional integrity and honesty in all ours dealings. We
will keep our promises.
RESPECT : We will treat with respect & dignity all people we deal with.
EXCELLENCE : We are committed to excellence in all what we do.there

will be no place for mediocrity.
WORK : We will promote a work environment that embraces creativity,

promotes empowerment, encourages team work, innovation, prudent risk
taking, honest and open communication and respectful iconoclasm
QUALITY : the hallmark of our internal and external outputs and

processes will be quality.this will pervade every aspect of our
functioning.
AIRCEL MARKET SHARE IN INDIA

Total Telephone subscriber base reaches 653.92 Million
Wireless subscription reaches 617.53 Million
Wire line subscription declines to 36.39
16.30 Million new additions in wireless
Overall Tele-density reaches 55.38
Broadband subscription is 9.24 million

Service providers share in overall Net additions:
Bharti 18.4%
Reliance 17.28%
Vodafone 15.89%
Tata 14.26%
Idea 10.81%
Aircel 9.87%
Telecom service provider Aircel today said it plans to invest USD 1.4 billion
(over Rs 6,474 crore)this year on expending its Operations and become pan-
India GSM opreator by June.
We plan to invest USD 1.4 billion this year for expanding our networks and on
existing operations. By June 2010, we plan to have operations in all 23 telecom
circles in the country," Aircel Chief Operating Officer Gurdeep Singh told PTI.
Talking about the company's future investment plans, Singh said Aircel will
invest another USD 2.6 billion in the next two years (2011 and 2012).At present
the telco operates in 18 telecom circles across the country. It plans to launch its
service in the remaining circles of Haryana, Madhya Pradesh, Rajasthan, Gujarat
and Punjab by June, making it a pan-India operator.
Aircel is also aiming to triple its subscriber base to a record 100 million
users by 2012, said Aircel Director Sandip Das, who is also the Chief Executive

Officer of Maxis Communications. Malaysia’s Maxis Communications controls
Aircel. At the end of January, Aircel had a subscriber base of 33 million.
Aircel is at the fifth place among pure GSM operators, with a market share of
8.38 per cent after Bharti, Vodafone, Idea and BSNL.
FUTURE AHEAD
 Aircel has a good future ahead, being one of the most dominant operator in
South India. The company has planned for investing a handsome amount of
money for developing the infrastructure in the near future. But the future
ahead is not going to be cakes walk for Aircel because telecom giants like
BSNL, Airtel, Vodafone, etc. are in front of it. The company needs to think
and take appropriate action for betterment.
 With the pool of talented and hard working employees, it is not that tough for
Aircel to become one of the major players in telecom in the coming future.
CHAPTER- 5
ABOUT THE PROJECT
 Introduction of the topic

A Study on “RETAIL VISIBILITY OF AIRCEL WITH RESPECT TO
COMPITITORS”.
Definition: The display of products which makes them appealing, attractive,

accessible, engaging, and enticing to shoppers in a retail store. Visual
merchandising utilizes displays - Posters, Banners, Leaflet, Dangler, lighting,
digital technology and interactive elements to catch customers' attention and
persuade them to make purchases. Visual merchandising helps convey the image
of the brand and reflects the personality of the target markets that the retail store
wants to attract.
RESEARCH PROBLEM
 To find out the presence of AIRCEL POP & Sinages products in retail outlets
of Dhanbad area and measures to improve it with compression of
competitors.
 To find out retailers opinion in related to the life of POP (Point of purchase)
Material and life of hard visibility.
 To find out replacement cycle of POP (Point of purchase) material of
different operators.
 To find out who is take care of POP (Point of purchase) activity.
 To find out retailers opinion in related to how company can make its
presence better on retail outlet.
durable.
SCOPE OF STUDY

The scope of the study for management student gets to apply all their theoretical
knowledge in the company’s summer training. During training they solve the
particular problem given by the company and come to know the various things
practically.
The study gives the company a true and unbiased picture of it position and
standing in the and also its image in the society.
The company could take appropriate steps to increase the availability of
AIRCEL products thus increasing the sales in Dhanbad. The study was
conducted among retailer outlets of Dhanbad, Dhanbad only and it was
conducted only for a period of two months.
Review of literature:
Once the problem is identified, the researcher should undertake extensive
literature survey concerned with the problem. The review of related literature
involves the systematic identification, location and analysis of documents
containing information related to research problem. It enables us to know what
already has been done in the area of our problem. For this purpose, the
abstracting and indexing published or unpublished dissertations, journals and
bibliographies are the first place to go to. The researcher should also refer to
books, government documents, reports, conferences proceedings minutes
according to the need of problem. Especially the researcher should go through
the earlier studies if any conducted in similar problem area. The researcher
should search for a good library and be familiar with the services offered by the
library as well as the rules and regulations of it.
Sampling : It is almost impossible to study the whole population. The study of
the whole population requires a great deal of time, money and man power .
Therefore the study of population if not possible still it is impractic -able. The
solution to this problem is sampling. Sampling is the process by which an
individual, objects or events is selected and analyzed in order to find out

something about the entire population from which it was selected. Sample is the
representative proportion of the entire population in which all the characteristics
of population exists.
SAMPLE SIZE
The selected respondent constitutes what is technically called a ‘Sample’.
Sample size of 200 outlets was taken for the study from all places of
Dhanbad randomly.
SAMPLING METHOD
Since population consists of retail outlets convenience sampling was the only
option that can be carried out.
DATA COLLECTION
The task of data collection begins after a research problem has been defined and
research design plan chalked out. While deciding about the method of data
collection to be used for the study, the researcher should keep in mind two types
of data viz., primary and secondary. Primary data was collected for the study.
PRIMARY DATA
Primary data are those which are collected afresh and for the first time, and thus
happens to be original in character. The sources of primary data were from
 Mobile connection sellers
 Provision Stores /STD Booths
 Other outlets that are selling mobile connections and RCV’s.
CHAPTER -6

6.DATA ANALYSIS

All the data was collected and summarized suitably. The data was
analyzed on percentage analysis. Statistical tools like graphs and tables were
used. For this we calculated the frequency distribution of various response that
were given by the respondents. The response that got the highest frequency of
occurrence associated with it is considered as the main factor.
SWOT ANALYSIS
Strength Weakness
 Low Entry Cost  Limited product portfolio- Only

 Commission Structure Mobile
 Fast Activation Process  Network
 Connectivity  Lack of Competitive Strength
 Data GPRS  Limited Budget
 Brand image
 Distribution network
Opportunity Threat
 Specialist Application  Political destabilization.

 Rural Telephony  New Entrants
 New Market, Vertical,  IT Development
Horizontal  Market Demand
 Competitors` Vulnerabilities  Seasonality Weather Effects
MARCHANDISE MATERIAL

POP (Point of purchase)
What was the percentage of various telecom services provider poster in
retail outlet in Dhanbad.
Analysis : According to the below table, It can be seen that only 08 % of Aircel
Posters available in Outlets. In retail outlet maximum poster coverage is Uninor
19%, Airtel & Vodafone 16%. AIRCEL position is 5th
in the poster segment. We are found in 200 retail outlet.
POSTER
Company Aircel Airtel Reli Voda Docomo Uninor Idea Other
POSTER 43 86 78 86 36 96 67 31
OTHERS AIRCEL
6% 8%
IDEA
13%
AIRTEL
AIRCEL
16%
AIRTEL
RELIANCE
VODAFONE
UNINOR DOCOMO
19% UNINOR
RELIANCE IDEA
15%
OTHERS
DOCOMO
7% VODAFONE
16%
What was the percentage of various telecom services provider A4 Sheeter in


Analysis : According to the below table, we are found in 200 retail outlet. It can
be seen that only 08 % of Aircel A4 Sheeter available in Outlets. In retail outlet
maximum A4 Sheeter coverage is Idea 31%, Reliance 16% & Airtel 22%.
AIRCEL position is 4th in the A4 Sheeter segment.
A4 SHEETER
Company Aircel Airtel Reli Voda Docomo Uninor Idea other
A4SHEET 14 36 47 00 10 00 51 08
OTHER AIRCEL
5% 8%
AIRCEL
AIRTEL
IDEA AIRTEL
22%
31% RELIANCE
VODAFONE
DOCOMO
UNINOR
IDEA
UNINOR OTHER
0%
DOCOMO
6% RELIANCE
28%
VODAFONE
0%
What was the percentage of various telecom services provider Dangler in


be seen that only 13 % of Aircel Dangler available in Outlets. In retail outlet
maximum Dangler coverage is Airtel 24%, Reliance 19%. AIRCEL position is
3rd in the Dangler category.
DANGLER
DANGLER 45 84 67 38 12 42 38 24
OTHER AIRCEL
7% 13%
IDEA
11%
AIRCEL
AIRTEL
RELIANCE
UNINOR
AIRTEL VODAFONE
12%
24% DOCOMO
UNINOR
DOCOMO
3% IDEA
OTHER
VODAFONE
11%
RELIANCE
19%
What was the percentage of various telecom services provider other

merchandise material in retail outlet in Dhanbad.
be seen that only 7% of Aircel other merchandiser material available in Outlets.

In retail outlet maximum Dangler coverage is Airtel 24%, Reliance 19%.
AIRCEL position is 3rd in the Dangler category.
OTHERS MERCHANDISE MATERIAL

OTHER 18 76 18 45 18 32 18 21
Other Aircel
9% 7%
Idea
7%
Aircel
Airtel
Uninor Airtel Reliance
13% 32% Vodafone
Docomo
Uninor
Idea
Docomo
7% Other
Reliance
Vodafone 7%
18%
RETAIL VISIBILITY
What was the percentage of various telecom services provider Glow sign
board (GSB) in retail outlet in Dhanbad.
be seen that only 9% of Aircel GSB available in Outlets. In retail outlet

maximum GSB coverage is Airtel 21%, Uninor 17%, Reliance 12%. AIRCEL
position is 6th in the GSB category, it is last in position.
GSB (GLOW SIGN BOARD)
GSB 18 42 26 19 22 36 24 24
Other Aircel
11% 9%
Idea Aircel
Airtel
11% Airtel
21%
Reliance
Vodafon
Docomo
Uninor
Uninor
17% Idea
Reliance
12% Other
Docomo Vodafon
10% 9%
What was the percentage of various telecom services provider Non-lit in

be seen that only 9% of Aircel Non-lit available in Outlets. In retail outlet
maximum Non-lit coverage is Airtel 18%, Vodafone 15%, Idea & Reliance
13%. AIRCEL position is 6th in the Non-lit category, it is last position in Non-lit
category.

NON-LIT
GSB 23 45 32 38 26 24 33 26
Other Aircel
11% 9%
Idea Aircel
Airtel
13%
18% Airtel
Reliance
Vodafone
Docomo
Uninor
Uninor
10%
Idea
Reliance
Other
13%
Docomo
11%
Vodafone
15%
What was the percentage of various telecom services provider Flenge in

be seen that only 9% of Aircel Flenge available in Outlets. In retail outlet
maximum Flenge coverage is Airtel 24%, Reliance 16%, Idea 15% , Vodafone
13%,. AIRCEL position is 6th in the Flenge category, it is last position .
FLENGE

GSB 26 45 32 38 26 24 33 26
Other Aircel
13% 9%
Aircel
Idea Airtel Airtel
15% 24% Reliance
Vodafone
Docomo
Uninor
Idea
Uninor
Other
10%
Docomo
0% Reliance
16%
Vodafone
13%
What was the percentage of various telecom services provider

other material of retail visibility in retail outlet in Dhanbad.
Analysis : According to the below table, we are found in 200 retail

outlet. It can be seen that only 0% of Aircel Others material available
in Outlets. In retail outlet maximum Other material coverage is Airtel
30%, Reliance 23%, Other 21%, Idea 15% , Docomo 13%. AIRCEL
position is 6th in the other material category, it is last position.
OTHER VISIBILITY

GSB 26 45 32 38 26 24 33 26

Aircel
0%
Other
21%
Airtel
30%
Aircel
Airtel
Reliance
Vodafone
Docomo
Idea
Uninor
15%
Idea
Uninor Other
0%
Docomo Reliance
11% 23%
Vodafone
0%
Q. What is the replacement cycle of all POP material of all company?
Analysis: It can be seen that majority of retailers say that maximum mobile
operators replace the POP(Point of purchase) material within a week one’s time
or 4 to 5 days. In maximum retail outlets space is less so merchandiser paste on
another company POP(Point of purchase) material.
Q. What is the maximum quantity displayed by each company?
Analysis: It can be seen that majority of retailers say that maximum mobile
operators display 2-3 POP material, but some new company displayed more then
3-4 POP material.
Q. What is the life of POP (Point of purchase) Material?

Analysis: It can be seen that majority of retailers say that, in the retail outlet
space is less so merchandiser replace on the another company POP material so
the life of POP Material is minimum 1-3 days but some retail outlet space is
more so the life of POP Material is more than one week.
Q. Which display of retail visibility is most durable?
Analysis: It can be seen that majority of retailers say that, Sinages is most
durable then POPs. Because in the retail outlet space is less so other company
merchandisers replace the POPs material so the Sinages is more durable than
POPs.
Q. What is the life of hard visibility?
Analysis: It can be seen that majority of retailers say that, life of hard visibility
is more than One year.
Q. Who takes care of POP (Point of purchase) activity?
Analysis: It can be seen that full majority of retailers say that, merchandiser
takes care of POP (Point of purchase) activity but sometime in the long time
absence of merchandiser FOS will do this work but in rare case.
Q. According to retailer, how company can make its presence better on

retail outlet?
Analysis: It can be seen that full majority of retailers say that, through better on
shop and in shop branding through can make its presence better on retail outlet.
Q. In your view which brand retail visibility is better? (Rank them).

Analysis: It can be seen and analysis that in my point of view and by study of
ranking Airtel brand visibility is no.1 position, Vodafone brand visibility is no.2
position, Reliance brand visibility is no.3, Uninor brand visibility is no.4
position, Idea brand visibility is no.5 position there for come Aircel brand
visibility is no.6 position, Docomo brand visibility is no.7 position and there for
finally comes Others in no. 8 position.
CHAPTER- 7
RECOMMENDATIONS & SUGGESTIONS:-

By going through all the study there are some recommendations and suggestion
that can make the study more effective as well as can create a good results for
AIRCEL retail visibility. These suggestions are as follows:-
 Distribution of promotion material should be regular and noted.
 Company should get involved in forceful advertisement policy like Airtel,
Vodafone and Reliance.
 The distributor should get involved in the hiring and recruitment of
merchandiser.
 The merchandiser visit should be regularly checked by the company.
 The company should advertise its products and services on a regular basis.
 Company should organize regular meets of the distributor as well as
outstanding retailers.
 Company should consult the distributor while launching of a product as
well as withdrawing of a product.
 Some promotional strategies should be used in outer & rural areas as very
less awareness of Aircel tariff and plane
 Marcom department should make more effective & efficient in ground
level.
 To ensure better retailer and customer satisfaction and make good
relationship management can increase the revenue of Aircel.
 Aircel should need spend more on advertisement and offering the best
scheme to attract new retailer and customer.
 Aircel should improve their visibility. During the survey period I found
very few shops and other, points where advertisement has been done.
 Aircel should continue to offer the best toppings to stay at the continue to
progress and attract to customer.

 There should be no compromise in quality and the network facility.
CHAPTER- 8
CONCLUSION
 According to my survey, I have found that most of retail outlet aircel

merchandiser material is absence.
 I have found that most of retail outlet hard visibility of Aircel is absence.
 There should must be better visibility for awareness of tariff plan and new
scheme of company..
 Some of the Merchandisers are not working their labor best for increasing
the revenue of the company.
 The products and scheme are not aware the easily in retail outlet.

 Policy of favoritism is being followed by the retailer in their area as far as
visit is concerned.
 Merchandiser neglects those retailers who are not providing them better
condition.
 Marketing materials (posters, dangler, leaf-lets,etc...) being merchandiser
is not distributed properly.
 There is more advertisement of the products of Aircel on television or
radio.
 I observed that most retailers are not satisfied with the marcom.
LIMITATIONS:
No study is free from the limitations, so does ours. There are many
limitations that we encountered during the course of our study and
research process.
 Our study is limited or restricted only to Dhanbad .

 Retailer’s opinion in relation to customer preference and margins may not
be true.
 Method of data collection was through personal interview and there for, it
becomes a major limitation.
 Due to the time constraints all the retailers were not covered.

 Owing to their pre occupation some retailers were unable to answer the
complete questionnaire.
 Our study is restricted to retailer only if the customer’s would have
include then the wider analysis could have been done.
 The sampling method used was convenience sampling. So there is a
possibility that some important respondents have been left out.
 Some question regarding the other company depends on the mood of the
respondent and at the time during which they were interviewed.
CHAPTER- 9

9. Bibliography
BOOKS:

1) Research Methodology
Author: C.R. Kothari
2) Marketing Management
Author: Philip Kotler
WEBSITES:-
(1) www.google.com
(2) www.aircel.co.in
(3) www.answers.com
(4) www.wikipedia.org
(5) www.trai.gov.in
(6) www.ibef.com
(7) www.scribd.com
Other Marketing research related sites
10. APPENDIX / ANNEXURE
Comprehensive study of retail visibility of Aircel vs.

competitors

Owner Name. __________________________________
Outlet Name & Add.

……………………………………………………………………………………
……………………………………………………………………
Contact no.1). ______________ 2). ___________________
Q1. What is the replenishment cycle of all operators?

a). Aircel b). Idea c). Voda d ). Airtel
Q2. What is the minimum quantity displayed by each company ?

a). Aircel b). Idea c ). Voda d ). Airtel
Q3. What is the life of POP MATERIAL ?

Q4. Who takes care of pop activities ?

a). Merchandiser b). FOS
Q5. What is the life of hard visibility ?

Q6. Which display of retail visibility is most durable ?

a). Pops b). Sinages c). Others
Q7. In your view which brands retail visibility is better ? (Rank them)
a). Aircel b). Airtel c). Vodafone d). Docomo e).Uninor f ).
Reliance g). Idea e). Others
…… …... …... .….. …... …… …… ……
Q8. According to you, how company can make its presence better on retail
outlet ?
a)Through better on shop branding
b).Through better in shop branding,
c). Both (a) and (b), d). Neither (a) nor (b).

Q9. Do the visibility tools of Aircel needs innovation ?
S.N Company Poster Leaflet A4 Danglr Others G.S.B/In Non Flenge Other
. Name Sheeter -shop - lit
1. Aircel
2. Airtel
3. Reliance
4. Vodafon
e
5. Docomo
6. Uninor
7. Idea
8. Others

THANK YOU !

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“Retail Visibility of Aircel with respect to Competitors”

A report submitted to Delhi Business School, New Delhi

Submitted to: Submitted by:

DELHI BUSINESS SCHOOL, NEW DELHI 1

I was fortunate enough to do my training in AIRCEL DISHNET WIRE -LESS

As a complementary to training, every trainee has to prepare and submit a report

DELHI BUSINESS SCHOOL, NEW DELHI 2

I asseverate my deep sense of gratitude toward:

Who always facilitates me in gaining practical knowledge? In my last line I

DELHI BUSINESS SCHOOL, NEW DELHI 3

I hereby declare that the project report on “RETAIL VISIBILITY OF

DELHI BUSINESS SCHOOL, NEW DELHI 4

Executive summery………………………………………... (07-08)

 About the Company

DELHI BUSINESS SCHOOL, NEW DELHI 5

 Data Analysis and Interpretation & finding of customer survey

08). CONCLUSIONS ………………………………………….... (70-71)

09). BIBLIOGRAPHY …………………………………………. (72-73)

10). APPENDIX / ANNEXURE………………………………… (74-75)

Dishnet Wireless Ltd. (Aircel) is a telecom network providing comp -any.

DELHI BUSINESS SCHOOL, NEW DELHI 6

The main objective of this project is to know the drawbacks of their

DELHI BUSINESS SCHOOL, NEW DELHI 7

TELECOMMUNICATION - The word telecommunication was adapted from

The basic elements of a telecommunication system are:

 a transmitter that takes information and converts it to a signal for

DELHI BUSINESS SCHOOL, NEW DELHI 8

Often telecommunication systems are two-way and devices act as both a

A collection of transmitters, receivers or transceivers that communicate with

The shaping of a signal to convey information is known as modulation.

Telecom Industry in India

DELHI BUSINESS SCHOOL, NEW DELHI 9

History of Indian Telecommunications

Telecom sector was considered as a strategic service and the government

DELHI BUSINESS SCHOOL, NEW DELHI 10

In 1990s, telecommunications sector benefited from the general opening up of

Telecommunication sector in India can be divided into two segments: Fixed

DELHI BUSINESS SCHOOL, NEW DELHI 11

Milestones in Telecom Reforms

 1984 Manufacturing of subscriber terminal equipment opened to private

DELHI BUSINESS SCHOOL, NEW DELHI 12

DELHI BUSINESS SCHOOL, NEW DELHI 13

DELHI BUSINESS SCHOOL, NEW DELHI 14

DELHI BUSINESS SCHOOL, NEW DELHI 15

DELHI BUSINESS SCHOOL, NEW DELHI 16

Research methodology is a way to systematically do the job. It may be understood as

DELHI BUSINESS SCHOOL, NEW DELHI 17

Title of the study:

A Study on “ RETAIL VISIBILITY OF AIRCEL WITH RESPECT TO

Definition: The display of products which makes them appealing, attractive,

DELHI BUSINESS SCHOOL, NEW DELHI 18

A mobile connection and RCV’s (recharge vouchers) are a specialty cum

A research design is a framework for conducting the marketing research project. It

DELHI BUSINESS SCHOOL, NEW DELHI 19

 RESEARCH DESIGN: Descriptive Research.

 METHOD OF COLLECTING QUANTITATIVE DATA:-

METHOD OF SCALING: The scaling method which we are using in our

 RANK ORDER SCALE

DELHI BUSINESS SCHOOL, NEW DELHI 20

 TARGET POPULATION: All Aircel retailers of Dhanbad.

 SAMPLING FRAME: All retailer of Dhanbad region.

 SAMPLING SIZE: Our sample size will consist of 200 retailer