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Submitted By : Mr. Palash Roy Roll No. 31, Section C PGDM(2008-2010) Institute of Technology & Science Ghaziabad
Under The Guidance of: Future Axiom Telecom Department & Prof. Sapna Rakesh
Eastern Zone FUTURE GROUP, KOLKATA
Professor of INSTITUTE OF TECHNOLOGY & SCIENCE
This is to certify that the project titled “BACK TO COLLEGE: AWARENESS & PROMOTION OF ONE MOBILE IN KOLKATA” submitted by Mr. Palash Roy, student of PGDM (2008-10) in INSTITUTE OF TECHNOLOGY & SCIENCE, Ghaziabad for the partial fulfillment of the requirement of the POST GRADUATE DIPLOMA IN MANAGEMENT, embodies the bonafied work done by him under my supervision. I also declare that this summer training project is a result of his effort and no part of this project work has been published earlier for any degree or diploma for any institute or university.
Signature of the Mentor
I do hereby declare that the project report is submitted as partial fulfillment of the requirement of PGDM Program of INSTITUTE OF TECHNOLOGY AND SCIENCE, GHAZIABAD
The Project has been done under the guidance of Mr. RAJESH SHUKLA, DEBJYOTI BISWAS, and BISWAJIT SIR in KOLKATA branch, WEST BENGAL and Dr. SAPNA RAKESH Faculty guide, INSTITUTE OF TECHNOLOGY AND SCIENCE, Ghaziabad No part of this report has not been published or submitted elsewhere for the fulfillment of any degree or diploma for any institute or university.
I am overwhelmed with pleaser and my deep sense of gratitude to my college for assigning me such training opportunity which opened my vision towards practical experience of the theory implications and practical applications studied in the first year. I express my heartfelt thanks to my mentor in college Prof .Sapna Rakesh and all faculty in my institute and also my mentor in company Mr. Rajesh Shukla, Business Head, Future Axiom Telecom Ltd, Eastern Zone, Kolkata. Who has been provided us with guidance, inspiration, perspective and stimulating discussion throughout the writing of this project. I would like to extend my sincere thanks to the entire team of One Mobile in Zonal office, Kolkata like Debojyoti Biswas sir, Biswajit Bora sir, Sayan Chakraborty sir, Manish Kumar sir, Tania Bhattacharya mam and all others in the company for acting as the constant motivating force for direct me towards right path and for the completion of the project. I have all my appreciation for my parents whose unfailing inspiration, love and arduous effort have enabled me to reach this level. And I would like to thanks to my friends and all the people who are involved in this project directly or indirectly.
Management training has gained rapid importance only recently. Management was previously considered as an inborn art or talent. But in today’s fast developing word this view has been abandoned. To develop managerial capabilities and to supplement their theoretical knowledge with practical experience, the management students are required to go training in business organization. This study would not only help me as a management student to gain a deep insight of how an organization works but also practical usage of all management techniques that I have learnt during the course of my study. This project would also help me analyze the difference between the organizational realities and the theories that have been taught in my academic session and also gave me a real experience of the corporate world let me better understand how it function. It also taught me how to take every experience in the right and learn from each one. Finally the analysis feasible to be put to test in real life situations. I shall consider all my hard work worthwhile if this endeavor of mine is able to satisfy all those concerned and proves useful to anyone or for any further study in the future.
Sl No 1 2 3 4 5 6 7 8 9 10 11 Executive summary Introduction Company profile Project work
PAGE NOs. 7-8 9-12 13-29 30-34 35 36-37 38-73 74-75 76 77 78
Objectives of the study Methodology Data and Results Recommendations Limitations Conclusion Bibliography
Appendix - Appendix A: Post Training Assessment Form
Retail is clearly the sector that is poised to show the highest growth in the next five years. The sector is set for a revolution, as both the present players and new entrants are gearing up to explore the market. This sector contributes 10% of India's GDP and the current growth rate is 8.5%. The present size of the organized retailing sector is approximately 3% and is expected to grow to 25-30% by the year 2010. There are about 300 new malls, 1500 supermarkets and 325 departmental stores currently under construction. Many players are coming up with huge investments, due, to which the present 12 million mom-and-pop shops and kirana stores fear losing their business. Most predictions say that the sector might reach to US$ 400-600 billion by the year 2010.
Future Group is the leading retailer in India, with many formats like Big Bazaar, Pantaloon, and Central in its portfolio. Axiom head-quartered out of Dubai is the largest telecom retailer in the GCC countries and is expanding its presence rapidly in South Africa, Egypt and UK. India’s top retailer, Pantaloon Retail is forming a new company to considerably scale up its telecom retailing business in a 50:50 joint venture with UAE-based Axiom Telecom, for an investment of $40 million. The venture aims for $20 crore revenues in first year of operations. Future Axiom, the mobile distribution and Retail Company in India is launching a brand for masses, One Mobile. Unveiling the business strategy for One Mobile, the company also announced that they will intensify their presence to reach more than 58 cities and will increase their current manpower by 400% by December 2009 through FMAL (Future Mobiles & Accessories Ltd.), the communications retail arm of Future Group. Pantaloons already have an Rs.500 crore mobile retail business through ConvergeM. It has a three-pronged strategy – (1) M Bazaar (Shop in shop with Big Bazaar stores), (2) M Port
(independent brand stores) and (3) Gen M (kiosks in malls, multiplexes catering to impulse buying). The new company will distribute mobile handsets, accessories and set up service centre’s across India. It will also develop backend sourcing infrastructure for Pantaloon’s existing telecom business. The service centre’s will also refurbish used phones, offering a one-year warranty on them. Mobiles will soon become the single largest electronic products retailed in the country. But Pantaloon is not going for a private label mobile phone as prices are dropping regularly. Though
they are focusing on low-end used phones markets as well as on offering personalized and lifestyle phones. A study was undertaken at Pantaloon Retail India limited between 29th of May till 8th of July, 2009 where an endeavor was made to assess the training requirements of the awareness & promotion of One Mobile. For this purpose there require a well strategy to know the market well, stated in the annual appraisal was taken into consideration. Mainly we target the youth generation to promote the products and that’s why we target the colleges to do our promotional activities. To know the market we do a survey to capture the perception of people from the market. Responses were collected and analyzed. Both qualitative and quantitative data were obtained from various sources were taken into consideration. The entire data collected was analyzed in order to find out awareness of One Mobile and prioritize areas, which need immediate attention, opportunities to capture.
Pantaloon Retail (India) Ltd:
Pantaloon Retail (India) Limited, is India’s leading retailer that operates multiple retail formats in both the value and lifestyle segment of the Indian consumer market. Headquartered in Mumbai, the company operates over 12,000,000 square feet (1,100,000 m2) of retail space, has over 1,000 stores across 71 cities in India and employs over 30,000 people. The company’s leading formats include Pantaloons, a chain of fashion outlets, Big Bazaar, a uniquely Indian hypermarket chain, Food Bazaar, a supermarket chain, blends the look, touch and feel of Indian bazaars with aspects of modern retail like choice, convenience and quality and Central, a chain of seamless destination malls. Some of its other formats include, Depot, Shoe Factory, Brand Factory, Blue Sky, ALL, Top 10 and Star and Sitara. The company also operates an online portal, futurebazaar.com. A subsidiary company, Home Solutions Retail (India) Limited, operates Home Town, a largeformat home solutions store, Collection i, selling home furniture products and E-Zone focused on caterng to the consumer electronics segment. Pantaloon Retail was recently awarded the International Retailer of the Year 2007 by the USbased National Retail Federation (NRF) and the Emerging Market Retailer of the Year 2007 at the World Retail Congress held in Barcelona. Pantaloon Retail is the flagship company of Future Group, a business group catering to the entire Indian consumption space.
Home Solutions Retail (India) Limited (HSRIL) offers complete retailing solutions for all products and services related to home building and home improvement. The key product categories are Consumer Durable & Electronics (CDE), Furniture, Home furnishing & decor, Home improvement and Home services. HSRIL operates retail format Collection-I, Furniture Bazaar, Electronics Bazaar, Home Town and e-zone. Future Brands Limited (FBL) has been incorporated on November, 2006 and is involved the business of creating, developing, managing, acquiring and dealing in consumer-related brands and IPRs (Intellectual Property Rights).
Future Media (India) Limited (FMIL) was incorporated as the Group’s media venture, aimed at creation of media properties in the ambience of consumption and thus offers active engagement to brands and consumers. FMIL offers relevant engagement through its media properties like Visual Spaces, Print, Radio, Television and Activation.
Future Logistic Solutions Limited (FLSL) has been incorporated as a separate entity and is involved in the business of providing logistics, transportation and warehousing services for all group companies and third-parties.
Future Axiom Telecom Limited is a Joint Venture with Axiom Telecom LLC, UAE. The Company has a 50% stake in Future Axiom Telecom Limited (FATL) which is a joint venture Company with Axiom Telecom LLC, UAE. The Company would be engaged in
sourcing and wholesale distribution of mobile handsets, accessories and in setting up service centres for mobile handsets in India.
Pantaloon Food Product (India) Limited (PFPIL) was incorporated with the object of sourcing and backward integration of food business of the Company. PFPIL has sourcing and distribution bases at all key cities across the country.
Future Knowledge Services Limited (FKSL) was incorporated on January, 2007 and is engaged in the business of business process outsourcing and knowledge process outsourcing.
Future Capital Holdings Limited (FCH) was formed to manage the financial services business of Pantaloon Retail (India) Limited and other group entities. FCH is one of the fastest growing financial services company in India, with presence in Asset Advisory, Retail Financial Services and Proprietary Research. The company operates a consumer finance retail format, Future Money and manages assets worth over US$ 1 Billion through Indivision, Kshitij, Horizon and Future Hospitality Funds. FCH subsidiary companies include Kshitij Investment Advisory Company Ltd., Ambit Investment Advisory Company Ltd., and Indivision Investment Advisors Ltd. Future Generali India Insurance Company Limited (FGIICL) was incorporated on October 30, 2006 to undertake and carry on the business of general insurance. The approval
for carrying on General Insurance Business has been received from the Insurance Regulatory and Development Authority of India (IRDA) on September 4, 2007.
Future General India Life Insurance Company Limited (FGILICL) was incorporated on October 30, 2006 to establish and conduct the business of life insurance in India, which comprises of whole life insurance, endowment insurance, double benefit and multiple benefits
insurance etc. The approval for carrying on Life Insurance Business has been received from the IRDA in September, 2007.
Future bazaar India Limited (FBIL) is set up as the e-Retailing arm of the Future Group for providing on-line shopping experience. Futurebazaar.com was launched on January 2, 2007, and has emerged as one of the most popular online shopping portals in India. It was awarded with the “Best Indian Website” award, in the shopping category, by the PC World Indian Website Awards.
Staples Future Office Products Private Limited (SFOPPL) was incorporated on January, 2007 and is involved in the business of dealing in all kinds of office supplies, office equipments and products. SFOPPL is a joint venture between the Company and Staples Asia Investment Limited (a subsidiary of Staples Inc USA). The company’s first retail outlet opened in Bangalore in December, 2007
Future Group is one of the country’s leading business groups present in retail, asset management, consumer finance, insurance, retail media, retail spaces and logistics. Future Group is present in 61 cities and 65 rural locations. The group’s flagship company, Pantaloon Retail (India) Limited operates over 12,000,000 square feet (1,100,000 m2) of retail space, has over 1,000 stores and employs over 30,000 people. Some of its leading retail formats include Pantaloons, Big Bazaar, Central, Food Bazaar, Home Town, eZone, Depot, Future Money and online retail format Future Bazaar. Future Group companies includes, Future Capital Holdings, Future General India, Indus League Clothing and Galaxy Entertainment which manages Sports Bar, Brew Bar and Bowling Co. Future Capital Holdings, the group’s financial arm, focuses on asset management and consumer credit. It manages assets worth over $1 billion that are being invested in developing retail real estate and consumer-related brands and hotels. The group’s joint venture partners include Italian insurance major Assicurazioni Generali, French retailer ETAM group, US-based stationary products retailer Staples Inc., UK-based Lee Cooper and India-based Talwalkars, Blue Foods and Liberty Shoes. Future Group’s vision is to, “Deliver Everything, Everywhere, Everytime to Every Indian Consumer in the most profitable manner.” The group considers ‘Indian-ness’ as a core value and its corporate credo is - Rewrite rules, Retain values.
Future Group Manifesto: “Future” – the word which signifies optimism, growth, achievement, strength, beauty, rewards and perfection. Future encourages us to explore areas yet unexplored, write rules yet unwritten; create new opportunities and new successes. To strive for a glorious future brings to us our
strength, our ability to learn, unlearn and re-learn our ability to evolve. We, in Future Group, will not wait for the Future to unfold itself but create future scenarios in the consumer space and facilitate consumption because consumption is development. Thereby, we will effect socio-economic development for our customers,employees,shareholders,associates and partners.Our customers will not just get what they need, but also get them where, how and when they need.We will not just post satisfactory results, we will write success stories.We will not just operate efficiently in the Indian economy, we will evolve it.We will not just spot trends; we will set trends by marrying our understanding of theIndian consumer to their needs of tomorrow.It is this understanding that has helped us succeed. And it is this that will help us succeed in the Future. We shall keep relearning. And in this process, do just one thing. Rewrite Rules. Retain Values.
Future Group shall deliver Everything, Everywhere, Every time for Every Indian Consumer in the most profitable manner.
Group Mission: We share the vision and belief that our customers and stakeholders shall be served only by creating and executing future scenarios in the consumption space leading to economic development. We will be the trendsetters in evolving delivery formats, creating retail realty, making consumption affordable for all customer segments – for classes and for masses. We shall infuse Indian brands with confidence and renewed ambition. We shall be efficient, cost- conscious and committed to quality in whatever we do. We shall ensure that our positive attitude, sincerity, humility and united determination shall be
the driving force to make us successful.
Core Values: Indianans: confidence in • ourselves. Leadership: to be a leader, both in thought and • business. Respect • & Humility: to respect every individual and be humble in our conduct.
Introspection: leading to purposeful • thinking. Openness: to be open and receptive to new ideas, knowledge and • information. Valuing and Nurturing Relationships: to build long term • relationships. Simplicity• & Positivity: Simplicity and positivity in our thought, business and action. Adaptability: to be flexible and • adaptable, to meet challenges. Flow: to respect and understand the • universal laws of nature.
Line of Business: The company is present across several lines of business which have various formats (stores) lywood,The Dollar Store(JV)
Fashion - Pantaloons, Central, aLL, Brand Factory, Blue Sky, Top 10, Fashion Station, Big Bazaar, Lee Cooper (JV),
General Merchandise - Big Bazaar, Shoe Factory, Navras, Electronics Bazaar, Furniture Bazaar, KB'S FAIR PRICE
Electronics - eZone, Electronic Bazzaar, STAPLES(JV)
Home Improvement - Home Town Furniture - Collection i, Furniture Bazaar, Home Bazaar E-tailing (Online Shopping) -http://www.futurebazaar.com Books & Music - Depot Leisure & Entertainment - Bowling Co., F123 Wellness - Star & Sitara, Tulsi Telecom & IT - Gen M, M Bazaar, M-Port, ConvergeM, Future Axiom Consumer Durables - Koryo, Sensei ,IPAQ Service - E Care Malls - Central (Bangalore, Hyderabad, Pune, Mumbai, Vadodara, Gurgaon)
• • • • • • •
Bord of director: •
Mr. Kishore Biyani, Managing Director Mr. Gopikishan Biyani, Wholetime Director Mr. Rakesh Biyani, Wholetime Director Mr. Ved Prakash Arya, Director Mr. Shailesh Haribhakti, Independent Director Mr. S Doreswamy, Independent Director Dr. D O Koshy, Independent Director Ms. Anju Poddar, Independent Director Ms. Bala Deshpande, Independent Director
• • • • • •
Mr. Anil Harish, Independent Director
Awards & Recognition
2009 Images Fashion Forum 2009 1. 2.
Most Admired Fashion Group Of The Year - Future Group Most Admired Private Label - Pantaloons, the lifestyle format Critics Choice For Pioneering Effort In Retail Concept
Creation - Central Coca-Cola Golden Spoon Awards 2009 1. 2. 3. Most Admired Food & Grocery Retailer Of The Year Most Admired Food Court Most Admired Food Professional 2008 Indian Retail Forum Awards 2008 1. Most Admired Retail Company of the year - Future Group
Retail Face of the Year - Kishore Biyani Best Retailer Of The Year ( Hypermarket) - Big Bazaar Future Group was awarded the Most Admired Retail Company of the
year by the Indian Retail Forum at a glittering ceremony organised in Mumbai. Mr Kishore Biyani also won Retail Face of the Year. India Retail Forum (IRF) is a platform for intellectual insights and information exchange for the retail business in the Indian subcontinent. The forum presents the business of retail in the region to a global audience, with the express aim of facilitating understanding about and encouraging investment in this massive marketplace. Big Bazaar, the value format of Future Group bagged the Best Retailer Of The Year ( Hypermarket). The INDIASTAR Award 2008 1. Food Bazaar: Best Packaging Innovation Food Bazaar bagged the INDIASTAR Award for Best Packaging Innovation in India, for its private label brand Fresh And Pure
Chakki Atta. INDIASTAR Award is a biennial event which aims to promote and encourage excellence in packaging design, innovation and technology. The contest was established in 1972 and is considered as the most popular and premier event for India’s packaging fraternity. This year there were around 357 entries and the participants had to submit a sample of their designs for selection. With this award, Pantaloon Retail (India) Limited becomes the first Indian Retailer to win the prestigious INDIASTAR Award.
Retail Asia Pacific 500 Top Awards 2008 1. Gold Winner -Top Retailer 2008 Asia Pacific Retail Asia Publishing Pte, the institutor of these awards, aims to set a platform that appraise, raises and recognizes the development and growth of retailing throughout the Asia Pacific region. Coca-Cola Golden Spoon Awards 2008 1. Most Admired Food & Grocery Retail Visionary of the Year:
Kishore Biyani 2. Most Admired Food & Grocery Retailer of the Year –
Supermarkets: Food Bazaar
Most Admired Food & Grocery Retailer of the Year -
Hypermarkets: Big Bazaar 4. Most Admired Retailer of the Year - Dynamic Growth in
Network Expansion across Food, Beverages & Grocery: Future Group 5. Most Admired Food & Grocery Retailer of the Year -
Consumer's Choice: Big Bazaar The Coca-Cola Golden Spoon Awards 2008, were given away for the first time as a culmination of the ‘Food Forum India 2008’ – a two day convention, which saw the participation of leading brands, retailers & retail support organizations from across the globe. The awards were presented to honour enterprise, innovation and achievement in the food retailing business as a benchmark of excelen
The Reid & Taylor Awards For Retail Excellence 2008
1. 2. 3.
Retail Leadership Award: Kishore Biyani Retail Best Employer of the Year: Future Group Retailer of The Year: Home Products and Office
Improvements: Home Town
The Reid & Taylor Awards for Retail Excellence are an important feature of the Asia Retail Congress, Asia’s single most important global platform to promote world-class retail practices. These awards are aimed at honouring the best, in the Asian Retail scenario. India played host to Asia Retail Congress 2008.
Axiom telecom retailer:
Axiom Telecom is the largest and leading, authorized distributor and retailer for international brands such as Nokia, Sony Ericsson, LG, Samsung, Motorola, Thuraya and HTC. Axiom specializes in wireless communication products and boasts more than 500 outlets in prime retail locations across the region.
The Axiom name is a stamp of quality and originality, and a guarantee of the best after-sales service in the region provided by highly trained professionals. Axiom employs over 3,000 people it has since expanded into Saudi Arabia, Bahrain, Qatar, Oman, Kuwait, London, Egypt and
India. More expansion and jobs are in the pipeline as the company grows in the Middle East but also in the surrounding countries.
Established in 1997 by Faisal Al Bannai, Axiom is committed to offering the best value for money to its customers, along with genuine service and the most attractive incentives. Today, besides its own branded outlets, Axiom owns and operates stores through partner arrangements in the UAE with Spinneys. Axiom is also the exclusive telecom partner for Emarat Service Stations where accessories are sold in over 89 stations. Axiom is more than a retailer. The company is made up of different business units. Retail is the flagship business where Axiom is clearly the largest and most advance retailer in the region. Wholesale makes Axiom the biggest multi-brand distributor in the Middle East and Europe. Axiomplus another successful business unit that focuses on selling value-added services like ring- tones, games, wallpaper, data backup and many more mobile wireless applications. The mobile service centre is another important business unit in Axiom takes care of all after sales services in Axiom. Axiom was also the first company to invest in the dedicated mobile phone repair facility, 'Phonecare'. Currently located on Sheikh Zayed Road, Dubai, the spacious and well-appointed service centre is the first facility of its kind in the UAE to receive ISO certification. Axiom also has a dedicated call centre with trained and quality customer service advisors who answer calls from all its retail divisions and helps customers with all the day to day queries, and technical support.
The other major business unit is Axiom SP, which takes care of the Thuraya Satellite Company. In this case Axiom is a service provider. In a short space of time Axiom has managed to become one of Thuraya’s biggest airtime generators. Among its many claims to fame, Axiom prides itself on being the first company in the UAE to offer two years extended warranty and free mobile phone insurance. It is also currently the first and only telecom company to offer Air Miles to its customers. Supported by an impressive network of Middle East distributors, Axiom is perfectly positioned to explore expansion opportunities in the region and outside. The Axiom name is a stamp of quality and originality, and a guarantee of the best after-sales service in the region provided by highly trained professionals. We are constantly striving to improve our after care services in our service centre (Phone Care) and our Customer Contact Centre. The after sales service offered by Axiom is second to none, not only is your phone covered by a warranty and theft insurance but you also get full data support, 24hour repair and standby phone if it needs to be taken in for further repair.
Axiom reviews their prices on a regular basis in order to offer our customers the best prices. This also incorporates the price protection policy. Also if you buy a phone from us don't forget if the price drop within 5 days, then Axiom will give you a credit note with the difference Among its many claims to fame, Axiom prides itself on being the first company in the UAE to offer two years extended warranty and free mobile phone insurance. It is also currently the first and only telecom company to offer Air Miles to its customers.
Supported by an impressive network of Middle East distributors, Axiom is perfectly positioned to explore expansion opportunities in the region and outside. Brands in which Axiom Telecom deals are:-
Future Axiom Telecom Ltd:
Future Axiom - is a Joint Venture between two giants of the Retail industry Future Group & Axiom. Future Axiom, the mobile distribution and Retail Company in India is launching a brand for masses, One Mobile. Unveiling the business strategy for One Mobile, the company also announced that they will intensify their presence to reach more than 58 cities and will increase their current manpower by 400% by December 2009 through FMAL (Future Mobiles & Accessories Ltd.), the communications retail arm of Future Group. One Mobile brand stores will be operational panIndia by December 2008 and offers mobile handsets, accessories, landlines, mobile connections and recharges. Promising exceptional VAS experience to its valued customers, ‘One Mobile’, chain of India’s leading mobile retail stores has announced the launch of its exclusive services. For the first time in India, ‘One Mobile’ will provide Mobile Theft and Accidental Insurance and Second Year Warranty on all the handsets bought from One Mobile stores nationally. Mr Ashy Sehgal is the CEO of Future Axiom.
Future Axiom is all set to venture into the Rs 50,000-crore mobile retail industry and set new benchmarks. We are confident that the affiliation of Indian retail expertise and West Asia’s mobile retail skills will be extremely rewarding for our customers.” The Future Group began trading in communication products in 2006 through its counters in Big Bazaar. While Future Group (Pantaloon Retail) was on the lookout for a partner with expertise in the retailing of communication products, Axiom Telecom was keen to enter the Indian market. “Future Axiom will operate in more than 500 stores and touch points in 58 cities under the brand name of Mobile Bazaar and Mport. We will be revealing the new brand and store formats shortly. There are major expansion plans on the anvil; we plan to be a 1,500-outlet organisation by the end of December 2009,” Mr Sehgal added The 50:50 joint venture involves an initial investment of about $40 million. It will retail, distribute mobile handsets and accessories and set up service centres in India. The joint venture currently operates through the retail and service factory and will add more channels in due course. Future Axiom also has the unique advantage of specific skill set departments like In-House Retail Designing department, Quality Control department and Authorised Service facility provided by highly trained professionals to ensure a perfect customer experience.
One Mobile: ‘One Mobile’ represents the future of Mobile Retail Industry. The Mobile retail store empowers its consumers with complete information pertaining to handsets available in their budget and helps them make an informed choice. The brand is owned by Future Axiom and every ‘One Mobile’ store has the unique advantage of retail expertise and reach from the Future Group and servicing expertise of the parent company, Axiom Telecom Limited. ‘One Mobile’ brand stores offer wide range of products and services including Mobile Handsets, Accessories, Landlines, Mobile Connections and Recharges. ‘One Mobile’ stores are located inside Big Bazaar (Future Group’s retail malls) and stand alone stores. The brand operates in more than 250 stores and touch points in 58 cities. Erstwhile, the stores were named as Mobile Bazaar and M-Port. The attitude and belief governing One Mobile is that the customer does not have a great reference point for making a mobile phone purchase. The customer seeks information through informal sources and does not use the retail point as a shopping destination but more as a quick transaction point. The brand is determined to alter this trend and provide complete information pertaining to mobile handsets to enable the perfect selection by the consumer, aiming at absolute customer satisfaction and delivering impeccable service.
ONE MOBILE STORE
First Rajesh Shukla sirs dictate us about the One Mobile, about the future group & axiom telecom retailer. One Mobile is a mobile & accessories shop, under the retail brand Future Axiom Telecom Ltd. Future Axiom - is a Joint Venture between two giants of the Retail industry Future Group & Axiom Telecom Retailer. Future Group is the leading retailer in India, with many formats like Big Bazaar, Pantaloon, and Central in its portfolio. Axiom head-quartered out of Dubai is the largest telecom retailer in the GCC countries and is expanding its presence rapidly in South Africa, Egypt and UK. He told us about the promotional activities as campaigning in colleges of One Mobile in the market, which was our main work to do in this project. As in the current scenario the youth is the main part of mobile market, so we target the youth generation for campaigning. So That’s why we target the colleges and other institutes to cover lots of students in this campaigning. Campaigning Title: Task List: 1. List of all the colleges in Kolkata & Howrah. 2. The admission cycle: Session takeoff for each of the colleges and other institutes (Medical colleges, Engineering colleges & others). 3. Nature of Academics of the colleges. Back To College
4. Strength of students in the colleges. 5. List of the One Mobile Store in Kolkata & Howrah.
6. Mapping of the colleges with One Mobile Store.
7. Starting time of admission of new students in the colleges, procedure of admission form distribution to the students.
Our HR Head Mr. Debjyoti Biswas Sir give us a brief idea about the One Mobile Store and about the campaigning. He allot us the stores according to our location. There are two format of One Mobile Store i.e; Stand Alone Shop (SAS) & Shop In Shop (SIS). There are 14 SAS and 27 SIS in all over Eastern Zone. SIS mainly located into Pantaloons, Big bazaars.
One Mobile Store in Kolkata & Howrah:
Area split Sl No 1 2 3 4 5 6 Name of the store One Mobile Dumdum One Mobile Nagerbazaar One Mobile Kalindi One Mobile CIT road One Mobile Tollygunj One Mobile Santoshpur ARM Manish Manish Manish Biswajit Sayan Manish
7 8 9 10 11 12 13 14
One Mobile Bhowanipur One Mobile Naranderpur One Mobile Dobson Howrah One Mobile Shakespeare Sarani One Mobile Shibpur One Mobile Birati One Mobile Madhyamgram One Mobile Barasat
Manish Sayan Biswajit Sayan Biswajit Sayan Sayan Sayan
For this “Back to College” campaigning first we had collected the details of colleges & others institutes which locate within the certain distance from the Store from different sources & by visiting those colleges. We have submitted the report about the data of colleges in a well format which had given by Debjyoti Sir.
Area split Sl No 1 2 3 4 5 6 7 8 9 10 11 12 13 14 Name of the store Area One Mobile Dumdum One Mobile Nagerbazaar One Mobile Kalindi One Mobile CIT road One Mobile Tollygunj One Mobile Santoshpur One Mobile Bhowanipur One Mobile Naranderpur One Mobile Dobson Howrah One Mobile Shakespeare Sarani One Mobile Shibpur One Mobile Birati One Mobile Madhyamgram One Mobile Barasat No. of Colleges
5 4 4 2 3 4 4 2 6 5 4 1
From this report we have short listed the colleges which had effective distance from the store so that we target the potential location. As the main objective of the campaigning was to increase the footfall of the potential customers so that’s
why we target those colleges which are located within certain journey distance according to the market area. For next step is• •
Target market--we have to mind our target market and we have to do our work according to our target market. We have to do advertisement of one mobile under the BTL. We have to differentiate our product on the basis of-customer service, pricing, availability, magic offer, brand name & post sale service. There we had decided to prepare a PPT presentation of “One Mobile” to present in colleges as a part of campaigning. For this presentation we want to aware & create an image in the mind of students about One Mobile which automatically increase the footfall in store. This marketing strategy is very much accepted here in a particular target market as youth.
We had decided to start to make appointment with the colleges to present One Mobile through the PPT presentation.
We had gone to those selected colleges to make appointment from where we could expect effective footfall. But all of colleges were not allow us to do such type of activities due the pick time admission of 1st year & exam of 2nd year. They said us that in the time of admission all of officials, union and faculties of the colleges were very busy. Even if in maximum colleges we were not able to entire into the colleges due to crowded area of college gate and police
restriction. College official said that if we come after start of 1st year classes then they can think about this matter. After submitting the feedback report from colleges to ARM Biswajit Bora Sir, he directed us to target the coaching centers to give our presentation as coaching centers has lots of students capacity. But they were also not interested about this presentation. They said that as our presentation was not in education purpose and due to pick time of 9 th & 11th class exam they do not allow us to do so. After submitting the feedback report from coaching to Biswajit Bora Sir, he said that due to fail of this strategy we have to prepare a effective questionnaire of maximum 10 questions for survey. We prepared a questionnaire of 9 questions by which we know about the market scenario, intensity of youth customer, awareness & visited customer of One Mobile shop. We had targeted the youth generation and collected the data from different college students and analyze those data. We had submitted the soft copy and as well as hard copy of the data from the survey to Rajesh Shukla Sir and Biswajit Bora Sir.
After that we had got a questionnaire from Gurgaon head office for survey. In this questionnaire the main objective was that: • To understand the attributes that a customer looks for while buying a mobile.
To understand positioning of One Mobile compared to TMS. To understand the reasons for which the customers buy/ do not buy from One Mobile. This will have to be an exit interview of the customers who visit One Mobile stores or TMS.
We have to collect 200 data arbitrarily from the market. We have collected and analyze these data and submitted to Rajesh Shukla Sir both hard copy as well as soft copy.
Objective of Study
• • • • •
To know the awareness of the people towards One Mobile and Future Group. To identify the intention of the people towards and find out the relation between products & others. To find out the relationship between employees of store and customers of the market. To find out the areas of improvement of the company. To understand the attributes that a customer looks for while buying a mobile. To understand positioning of One Mobile compared to TMS. To understand the reasons for which the customers buy/ do not buy from One Mobile. This will have to be an exit interview of the customers who visit One Mobile stores or TMS.
Analyzing the gaps in the market to capture the potential customer.
And finally to increase the footfall of the customer in the shop of One Mobile
Time duration: 01-06-2009 to 14-07-2009 Study design: • • • • • • Sampling: In the 1st Survey: the target population of the survey constitute the youths of the market. Collection of data as per questionnaire. Analysis of collected data. Critical analysis of the collected data. Problem identification. Giving the recommendation for the improvement. Making suitable recommendation and suggestion
We had targeted mainly the college student.
The sample size for a survey should be large enough to be reliable and representative of the population base under consideration. As a general rule of thumb 300 data was more enough to analyze. However in the present study the total sample size was 426. In the 2nd Survey: the target population of the survey constitutes the general people of the
market. We had collected data arbitrarily from market. There we had collected 200 data arbitrarily from market.
Nature of Data: The nature of data was primary in both reports. It was obtained from the perception study of the youth from colleges. And in the second survey it was obtained from the perception study of the general people in the market. Opinion was captured by means of a questionnaire.
Means of Data Collection: Questionnaire method: closed ended questions (see appendices) were included in the both the questionnaire.
Survey Instrument: We prepare the first standardize questionnaire and the second one developed by the company was used to conduct the survey. The questionnaire had both quantitative and qualitative questions in it. The questions were mainly close ended although. The participants involved in the survey had to state their intension towards the answer of the questionnaire.
Process of Data Collection:
The college students were given the first questionnaire which was filled by them according to their point of view. The general people were given the second questionnaire which was filled by them according their point of view. Data collected was critically analysed. Conclusion was drawn on the basis of data analysis.
• • •
Result & Analysis
For first survey:
There are total 426 data, out of this total data Nokia users are 243, LG- 38, Sony Ericsson- 37 & others- 98. In the total data sheet we have seen that there the Nokia Phone which lead the market. Nokia most important brand of the market. Peoples are more used this brand because products is good, more value added services, latest handsets, after sales services is provided the company.
Out of total 426 youths 234 were visit mobile store monthly, 101 once in a week & 87 twice in a week, so we can say there so many customer who visit mobile store frequently as weekly. So more people are visit any mobile store monthly. peoples are going mobile store as he parches mobile handset, recharge voucher and etc.
In this figure we can take an idea about the store format liked by the customers. Here out of 426 people 72% people want to buy their product only from the multi brand store. It also a positive point for “One Mobile Store”. because here the different type of mobile handset –Nokia, LG, Motorola, Samsung, are available. So people are get more option here. So we can say many of youths wants to go to multi brand outlet not single brand outlet.
From this figure we can came to know about the store preferred by customers. Here from the collected data we can see that out of 426 people 22% people want to go to a branded store, 8 % people like to go to a store which is near to their college, 28% people like to visit that store which they know very well and 42% people want to visit that store which will give them more option like multi brand out let, or store which will give them offers etc. So here also “One mobile Store” has some opportunity to attract customer Here we analyse that youths were not look into the distance of the shop they wants good shop and more option in the shop and well known store.
From figure-2 it is cleared that out of 426 people there are 81 people have visited the store. We can also say that out of 167 people who know about “One Mobile Store” only 81 people have visited the store which is very poor. So company should pounder over the issue of awareness about the store , & its promotional strategies.
In Kolkata we have seen that there are 167 youths out of 426 aware about One Mobile (39%) and 81 youths have visited to One Mobile shop (19%). One Mobile have been launched in kolkata before near about 6 months, during this period it has got great success in Kolkata.
From the figure it is shown that from 426 people only 32% people has received offer at the time of purchasing there mobile. So it is a great opportunity for “One Mobile Store” that they are giving some offers. It will help to attract the customers. Because the customers are looking for more attractive offers.
Here we can say that out of 37 Sony Ericsson users 15 has got offer with their handset which show that Sony Gives more offer with their product which is 40 %. Nokia gives 30%, LG gives 21% & Others give 40%.
116 youths aware about One Mobile who want to preferred multi brand outlet (116/308) which is effective in nature and out of this 116, 56 youths has already visited the One Mobile shop. 51 single brand user aware about One Mobile (51/118) and 25 youths out of this 51 has visited to One Mobile shop. As One Mobile is multi brand outlet is has good opportunity to capture this youths. Out of 243 Nokia user 102 aware about One Mobile and 48 has visited, 13 out of 38 LG users aware and 5 has visited to One Mobile, 12 out of 37 Sony Ericsson users aware and 9 has visited to One Mobile & 38 out of 98 others handset user aware and 19 has visited to one Mobile shop. From all of these analysis we can say that Nokia is very effective product in market.
From the above table we can analyse the awareness and visit of One Mobile shop with respect to frequency of visit to mobile shop and say that 31 out of 101 youths who visit mobile shop once in a week aware and 17 has visited to One Mobile. For twice in a week visitors to
mobile shop 34 aware and 12 visitors to One Mobile. In case of monthly visitors to mobile shop 102 aware and 52 visitors to One Mobile shop.
From the figure we can say that customer buy their product from unorganized store more than the organized store. It also a important point. Total 71% customers are buy there mobile handset from unorganized store. And 29% customers are buy there mobile handset from organized.
For second Survey: The main objective of this survey was to understand the attributes that a customer looks for while buying a mobile, to understand positioning of One Mobile compared to TMS & to understand the reasons for which the customers buy/ do not buy from One Mobile. This will have to be an exit interview of the customers who visit our stores or TMS. Here in this survey maximum people ranked product as No. 1 but least number of people ranked Retail Brand as No. 1. Maximum people ranked all of the attributes as ‘Important’ except product knowledge which ranked as ‘Must Have’ and negotiation as ‘Not so important’. So we can conclude that many people see all the attributes as important not so important not less important. Many people said that they upgrade their handset until not required. Here we can identify the relation between One Mobile & TMS. Here 12 out of 142 data preferred TMS and 5 people preferred One Mobile to buy handset. Here 16 out of total 142 people aware about One Mobile and maximum from Reference and advertisement. Maximum people ranked both TMS and One Mobile good rank in product range, latest handset, lowest price and price discount. But the ranked free gift, helpful staff and product knowledge of staff low or medium rank.
Those who buy product from One Mobile, they mainly buy mobile handset and recharge Boucher.
From the above figure we can take an idea that customer are more concentrating on the customer service at the time of purchasing there mobile phone. Because it cannot possible that people can come to know everything about a mobile phone. They need help to chose their phone and aware about the features of related handset. Secondly they concentrate on the product that what is better for them. Next they go for any offer and at last they think about the retail brand. Here we can also say that customer still is not aware about the retail brand because of more unorganized store in the neighborhood area.
From the above graps we can take an idea of the customers preferences at the time of their mobile phone. When they think about the product range, they mostly concentrate on the prduct range. Here 200 people are inter viewed, among them 100 people have said that it is important, and 94 people have said that it is mendetary, but only 9 people has said that it is not so much important. So we can see that product range should be increased for any store
In next figure we can see that 51% people wants latest handset in the shop.but 45% people mostly imphasise on the latest handset,and only 5% people are not somuch concern about the latest handset. Here maximum people are concentrate on the latest handset so it is also very important poin on which company should focused.
When we are talking about offer it is seen in every where that customers like to buy any thing when they are receiving any offer on related product. Here in the survey it is cleare too. Offer is important to 50% customers,and compulssory for 39% and only 11% people don not think about it.
At the time value added service 37%people say it must have,50% people says it is important but only 13% people do not think about it.so value added service is also too much important for the according to the customer’s point of view.
Customer also want help ful stuff in the shop when they purchase a new hand set. Because it is very much important that when a customer want to buy a mobile phone he/she should come to know every thing about the mobile phone.here good behave,helping nature is very much important for him/her.from the figure we can see that53%people say it is important.32%people say that it is must be kept by the stor worker,15% people say that it is not so much important. Which prove the above statement
Product knowlodge is also very much important for the store keeper. At the time of purchasing mobile phone people ask many question related to the handset. If the store keeper is not able to give answer then it may become a point to lost the customer. Even customer also say that it is important and very few people have no need of that.
If we are talking about after sales service then it also very important forthae customer. It is cleare from the figure that most of the customer says that it is imporant and some of them have said that it must be available for the customer. And there are very few person who donot think about it.
At the time free gift is , 105 people say it important ,40 people says it is not so important but 60 people says it is must have .so free gift is also important for the according to the customer’s point of view.people any time get somethink more extra thinks.
From the above graps we can take an idea of the customers preferences at the time of their mobile phone. When they think about the price discount they mostly concentrate on the prduct range. Here 200 people are inter viewed, among them 41% people have said that it is important, and 38% people have said that it is mendetary, but only 21% people has said that it is not so much important. So we can see that price discount is more important.
Customer also want to price negotiation shop when they purchase a new hand set. Because it is very much important that when a customer want to buy a mobile phone he/she should come to know every thing about the price.here price negotiation is very much important for him/her.from the figure we can see that43%people say it is important.32%people say that it is must be kept by the stor worker,25% people say that it is not so much important. Which prove the above statement
From the above graps we can take an idea of the customers preferences at the time of their mobile phone. When they think about the proximity, they mostly concentrate on the prduct range. Here 200 people are inter viewed, among them 41% people have said that it is important, and 27% people have said that it is mendetary, but only 32%people has said that it is not so much important. So we can see that proximity is more important.
In next figure we can see that 39%people says that it is important.but 34% people told that it is not so important ,and 27% people are says that it is must have. Here maximum people are concentrate on the ambience so it is also very important poin on which company should focused.
From the above graps we can take an idea of the customers preferences at the time of their mobile phone. When they think about the product range, they mostly concentrate on the prduct
range. Here 200 people are inter viewed, among them 37% people have said that it is products attributes important, and 33% people have said that it is services attributes important, but only 30% people has said that it is offers attributes important. So we can see that product range attributs is more important than the others so it should be increased for any store.
Fig show that frequency up gradation of mobile set, here three option is given, that is1. 2. 3. Not until required Once a year Once a six months
70% people says that mobile set are not required.23% people told that up gradation of mobile set once a year. Another 7% people says that they are mobile set change or up gradation once a six months. So that large number of customer or people not required up gradation. many number of reason that is economic condition or another reason.
Another survey is which mobile store are you preferred. There four options are given1. 2. 3. One mobile store. The mobile store. Hotspot.
Here total data is 200, and 107 peoples are more interest others mobile store and as wall as they are preferred this mobile store. And next peoples preferred to the mobile store there are 50 peoples.27 peoples are preferred the hotspot mobile store. And another 14 peoples preferred the one mobile store. So that peoples are more preferred the local or others store peoples says that the price range is low. and local store are provided more faculty than the others store.
One Mobile’ represents the future of Mobile Retail Industry. The Mobile retail store empowers its consumers with complete information pertaining to handsets available in their budget and helps them make an informed choice. The brand is owned by Future Axiom and every ‘One Mobile’ store has the unique advantage of retail expertise and reach from the Future Group and servicing expertise of the parent company, Axiom Telecom Limited. ‘One Mobile’ brand stores offer wide range of products and services including Mobile Handsets, Accessories, Landlines, Mobile Connections and Recharges. ‘One Mobile’ stores are located inside Big Bazaar (Future Group’s retail malls) and stand alone stores. The brand operates in more than 250 stores and touch points in 58 cities. Erstwhile, the stores were named as Mobile Bazaar and M-Port. 37 %( 74) peoples aware that one mobile is part of future group. And another 63 %( 126) peoples are no that one mobile is part of future group. So that 74 peoples are how you did get to know about the one mobile57 peoples are get to know by Advertisement.40 peoples are get to know by Reference. And 13 peoples are get to know by Promotional Campaigns’.
Comparison between The Mobile Store Attributes and One Mobile Store Attributes
From the above graps we can take an idea of the customers preferences at the time of their mobile phone.here compersion between one mobile products range and the mobile products range, 1 is lest important. 2 is unimportant. 3 is neutral. 4 is important. 5 is most important.here 24% people said that the mobile store products range is most important or good.but the other hand 13% people said that one mobile store products range is most important.on the other hand 48% people said one mobile store products rang is important.and 435 people said the mobile store products rang is important.so that more people are interest the mobile store products rang.so one mobile store products range is not good .
Latest handsets also very important poin on which company should focused. here compersion between one mobile products range and the mobile latest handsets, 1 is lest important. 2 is unimportant. 3 is neutral. 4 is important. 5 is most important.more of people said that 33% people are more latest handsets avaible the mobile store.52% people aer more preferd one moblle store they are belive that more latest handset are avaible here.lest of people 7% are told that there are not latest handsets avaible the mobile store.here the graph show one mobile store position is good than the mobile store.
Price is most important. in the present time customer want to cheapest mobile handsets. here compersion between one mobile products range and the mobile latest handsets, 1 is lest important. 2 is unimportant. 3 is neutral. 4 is important. 5 is most important.the mobile store 33%people said that is important that means lowest price range here.so people eassly by this shop.another 42% people said one mobile store price is important that means one mobile store is provided cheapest handsets.this graph show one mobile and the mobile store there are provided the cheapest handsets.
VALUE ADDED SERVICES
Value added services is a term that is used to refer to service options that are complimentary to but also ancillary to a core service offering. The term is utilized widely in a number of industries, most notably telecom. Value added services are often introduced to customers after the client has purchased the core service that these ancillary offerings center around.
In some instances, a value added service is something extra that is provided to a customer at no additional charge. At other times, the ancillary service is offered to an existing customer as an added service that is available for a modest additional fee.so here the mobile store VAS is good then the one mobile store.
Customer also want help ful stuff in the shop when they purchase a new hand set. Because it is very much important that when a customer want to buy a mobile phone he/she should come to know every thing about the mobile phone.here good behave,helping nature is very much important for him/her.here more good performance of the mobile store as people are more satisfied then the one mobile stuff.33% customers are said the mobile store provided good services.and is more helpful and good care any customers,any problem solve as much possible.but one mobile store stuff are not helpful.so customers are more visit the mobile store.
Product knowlodge is also very much important for the store keeper. At the time of purchasing mobile phone people ask many question related to the handset. If the store keeper is not able to give answer then it may become a point to lost the customer. 33% people are said most important,27%people are said important,2% people are said unimportant,7% people are said lest important-the mobile store.another is one mobile store 15% people are said most important,23% people are said important,10% people are said unimportant,2% people are said lest important.so that the mobile store stuff products knowledge is very good but one mobile store stuff products knowledge not good.
AFTER SALES SERVICES
customer support following the purchase of a product or service. In some cases, after-sales service can be almost as important as the initial purchase. The manufacturer, retailer, or service provider determines what is included in any warranty (or guarantee) package. This will include the duration of the warranty "traditionally one year from the date of purchase, but increasingly two or more yearsâ "maintenance and/or replacement policy, items included/excluded, labor costs, and speed of response. In the case of a service provider, after-sales service might include additional training or helpdesk availability. Of equal importance is the customer's perception of the degree of willingness with which a supplier deals with a question or complaint, speed of response, and action taken. here the mobile store is provided good after-sales service but one mobile store not provided good after-sales service.
Free gift is more important because free gifts is attracted the customers. Here the mobile store is provided more gifts than the one mobile store.33% people are says that the mobile store provided gifts to purchase time. As well as one mobile store are provided more gift to punches time.
From the above graps we can take an idea of the customers preferences at the time of their mobile phone. When they think about the price discount they mostly concentrate on the prduct range. . here compersion between one mobile products range and the mobile latest handsets, 1 is
lest important. 2 is unimportant. 3 is neutral. 4 is important. 5 is most important.the mobile store and one mobile store are provided the price discount.
Customer also want to price negotiation shop when they purchase a new hand set. Because it is very much important that when a customer want to buy a mobile phone he/she should come to know every thing about the price.here price negotiation is very much important for him/her.the mobile store more price negotiation then the one mobile store.
From the above graps we can take an idea of the customers preferences at the time of their mobile phone.here compersion between one mobile proximity and the mobile proximity, 1 is lest important. 2 is unimportant. 3 is neutral. 4 is important. 5 is most important.the mobile store is more beter than the one mobile store.as the mobile store proximity is very high.
Another important thinks is ambience. Here ambience of one mobile is very high to the mobile store.41% people says that ambience of one mobile is good than the other store. only 2% people told that one mobile ambience is not good. On the other hand the mobile store is not good performing.
Total 200 data are given, 33(16%) people are said they are anything bought from one mobile store. and another 167(84%) people are said they are not anything bought from one mobile store. so the less number of people are bought anything. why people are not bought there are number of reason here-not latest handsets here, price range is high, not value added services here, customer are not get free gifts, mobile store staff are not helpful and so many reason are happened. So one mobile company try to find out their problems. i think main problem is price range, company not provided free gifts to provided the customer.
All though future axiom telecom ltd. has brought a nice concept of retailing the mobile in the mobile market. During my 45 days of summer training what I came to know that company has invested lots of money in this business. Company has invested in store ambiance, right numbers of employees ,at right place ,of right quality ,company is also taking care of the price of the mobile at “one mobile store”, Company has also brought new concept like EMI selling , after sell service . Future group has also taken a tremendous step that, made a tie up with Axiom Telecom Retailer. Future group get the advantage of Axiom Telecom Retailer distributions channels, and quality control of the products. Apart from all these strategies what I want to recommend to the company is that company should give more attention on promotion strategies because people are not aware of one mobile store .
Promotional strategies (1)Print media ad (a) news paper ad (b)magazine ad (c)hoardings (d)banners (e)pamphlets (f )poster No No
Adopted by one mobile
Yes No No No
(2) Electronic media (a) T.V ad (b)Radio ad No No
(3) Web marketing (4) promotional campaigning (5) Indoor promotions
(a) free gifts
So, the company are try to more improved the promotional strategies because people are know that what is one mobile store. they are no aware the one mobile store ,so company try to more improve the promotional strategies.
Due to pick time of admission in every colleges they do not allow us to present the PPT presentation of One Mobile which was very good strategy to promote One Mobile. As our work was not in education purpose that’s why coaching centres also not allow us to do so. As in the first survey the target market was only youth (college students), there has remained a big gap in the market to promote in this work. Not all the location has taken in the survey, we have taken only kolkata for survey. Due to lack of sufficient data and sufficient time we could not analyse the data in a effective way in the second survey.
Analysis of the data from the questionnaire indicates that 39% of the youths out of total 426 data were aware about One Mobile shop and 19% youths has already visited the One Mobile shop in Kolkata. Within few months of launch of One Mobile in Kolkata it has got a effective responses from youths. Within 426 data 167 youths were aware and 81 has visited to One Mobile shop. Maximum youths preferred to buy mobiles from multi brand store (308 youths preferred multi brand) and maximum youths want to go those shop which gives more option (177 youths out of 426 data) to chose or which they know well (119 youths) . That is very good opportunity for One Mobile as it is a multi brand store and gives more option to chose the product.
From the second survey we have identify that people wants all attributes importantly neither less nor more importantly, specifically Product specific attributes. But they want service specific attributes very importantly, so we can say that service is very important factor while purchasing the mobile handsets. People don’t want to go that store which is near to their home or workplace only nothing special is there. Very few people wants to upgrade their mobile handset once in six months, maximum wants to upgrade until not required. Here we can compare TMS & One Mobile to know the market position and we can say that there in no significance difference in facilities between TMS and One Mobile shop. The main difference is the number of customer which higher in TMS than One Mobile. But that is only for duration of stay in the market. From the all analysis we can conclude that there are so many gaps in the market for One Mobile in the telecom Retain business. One Mobile staff should have good knowledge about the products and they should have good relation between customer and think all customer as potential customer.
Weitz L., 2003, Tata McGraw Hill Edition, Retailing Management. Varley R.,Mohammed R., 2004, International Edition, Palgrave McMillan, Principles of Retail Management.
Robbins. P.S., Ninth Edition, Prentice Hall of India, Organizational Behaviour
A. Back To College
Name: Education: Phone no.: 1. Which mobile you use? a) Nokia b) Sony Ericsson c) LG d) Others.
2. From where you have purchased your mobile phone?
3. What kind of mobile store you prefer? a) Multi brand outlet b) Single brand outlet.
4. How often you visit a mobile store? a) once in a week b) twice a week c) monthly
5. Did you got any offer at the time of purchasing mobile phone?
6. Do you have any big brand mobile shop near to your college? a) Yes b) No
7. Which mobile store you want to visit? a) near to your college c) brand store b) which you know well d) which gives more option
8. Do you know about one mobile store?
a) Yes If yes,
Have you visited one mobile store a) Yes b) No
Questionnaire 1. Please rank the following attributes based on priority while purchasing a handset. Attributes Product Customer Service Offers Retail Brand Rank …. …. …. ….
2. Please [√] the following attributes based on importance, while purchasing a mobile handset. Attributes Product Specific Product Range Latest Handsets Lowest Price Offers Running Value Added Services Service Specific Helpful Staff Product Knowledge After Sales Services Offer Specific Free Gifts Price Discounts Price Negotiation Store Specific Proximity (Near to home/workplace) Ambience 3. How often do you upgrade your mobile handset? a. Once in six months b. Once a year c. Not until required Not so important Important Must have
4. If you have to buy a handset, where would you prefer to buy it from? a. The Mobile Store (TMS) b. Hotspot c. One Mobile d. Others (please specify)
5. Are you aware that One Mobile is a part of Future Group? 6. How did you get to know about One Mobile? a. Advertisements b. Reference c. Promotional Campaigns
7. Please [√] the attributes based on your overall experience at THE MOBILE STORE on a scale of 1-10. (1=least important; 5=most important) Attributes Product Range Latest Handsets Lowest Price Value Added Services Helpful Staff Product Knowledge 1 2 3 4 5
After Sales Services Free Gifts Price Discounts Price Negotiation Proximity (Near to home/workplace) Ambience 8. Please [√] the attributes based on your overall experience at ONE MOBILE on a scale of 1-10. (1=; least important 5= most important) Attributes Product Range Latest Handsets Lowest Price Value Added Services Helpful Staff Product Knowledge After Sales Services Free Gifts Price Discounts Price Negotiation 1 2 3 4 5
Proximity (Near to home/workplace) Ambience
9. Have you bought anything from One Mobile? 10. If yes, what have you bought from One Mobile? 11. If no, why? (Reason)
Age: Contact No: