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: Director Academics Delhi business school New Delhi

Submitted by:Abhishek Kumar Roll. No. : 01 Batch : Winter (09-11) Semester : 3rd

Internal guide: Ms. Kiran Malhotra Delhi business school New Delhi

University : Punjab Technical University

B-II/M.C.I.E.,Mathura Road, New Delhi Website: - www.dbs.edu.in


Training, as we know, is essential to supplement theoretical knowledge with practical one and to inculcate efficiency. Due to this reason project training in professionally managed organization has been made an integral part of the syllabus of MBA course. In the above mentioned context I had the privilege of getting this practical training at Aircel. Patna. The training was in the field of marketing management, involving to find out market potential, market share and recommendations for Aircel confectionery particularly in Patna. In order to gather required information surveyed almost every nook and corner of the markets of Patna and compiled the data. This project report is hereby submitted for the partial fulfillment for the award of Master in Business Administration, which will presumably prove useful to the management of the Aircel too.



I would like to thank Mr. Amit Raj (HR Manager), Mr. Rohit Narayana (Marketing Head), Mr. Abhishek Gupta (Marcom Head), Mr. Laxmikant (Senior executive, Marketing), Mr. Avinish, and Mr. Pankaj Kumar for their guidance and giving me his valuable time, support, suggestion & the opportunity to excel and work in the field of Marketing Communication (Marcom) which motivated me to complete my training successfully. A well combination of theory and practice helped us in compiling this report on ³Retail visibility of Aircel with respect to competitors´. Last but not the least I wish to thank all the Merchandiser for their support and encouragement during the long weekends and evening that went into completion of my project successfully.

Abhishek Kumar MBA 3Rd SEM Delhi Business School


I hereby declare that the project report entitled ³Retail visibility of AIRCEL with respect to competitors´ At ³Dishnet Wireless Limited ´ Patna Submitted in partial fulfillment of the requirements for the degree of ³MBA+PGP´ to Delhi business School, New Delhi , India, is my original work and not submitted for the award of any other degree, diploma ,fellowship, or any other similar little or prizes.

Place: New Delhi Date:

[Abhishek Kumar] Roll. NO:01


Executive Summary 1. Introduction 1.1 1.2 1.3 Retail visibility Objective of the study Scope of the study

2. Research Methodology 2.1 Methodology 2.2 Research design 2.3 Source of data 2.4 Sampling 2.5 Data collection tolls 2.6 Limitation of the Study 3. Overview of the Indian Telecommunication industry 4. Organization Profile 4.1 4.2 4.3 4.4 4.5 4.6 4.7 4.8 Company Profile Our Presence Telecom Circles Our Branch Offices Aircel Product Value added services Awards & achievements Future Ahead

5. Data analysis 6. Findings 7. Recommendation


Recommendation & Suggestions SWOT analysis For Aircel Bibliography Annexure

7.2 7.3 7.4



The project titled ³Retail visibilty of Aircel with respect to competitors´ has been carried out for AIRCEL, Patna, Bihar. 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 company. 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), Patna, Bihar will recognize 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, Patna 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

drawbacks then it¶s sure that the company will get great respon from the se 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 Patna. Patna is one of the potential markets for customer but company has to give special emphasis on retailer¶s demands for merchandising. 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 distributers, regarding retail visibility.


1.1 1.2 Introduction Objective of the Study Scope of the study



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

y y

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 between one transmitter and one receiver, telecommunication through radio broadcasts is called broadcast communication because it is between one powerful transmitter and numerous 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 ² 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.

Retail visibility:Retail visibility is an important part of the marketing plan, and should have a reasonable budget allocated - even for a retailer operating on a shoestring. In today's competitive retail environment a retailer cannot afford to consider merchandising as a 'frill'. Everyone is competing for the customers' dollar. There are more choices out there for consumers than ever before. Merchandising is more than simply the arrangement of products on the shelf. It

is an integral component of the business image. It should be considered when you design your logo, business cards, brochures, letterhead, packaging, and product mix.



1. To identify the retail visibility of Aircel in Comparison to its Competitors. 2. To find out the market presence of AIRCEL products in retail outlets of, Patna and measures to improve it. 3. To find out the replacement cycle of Pop in which AIRCEL is available. 4. To find out who take cares of POP activity. 5. To find out retailers opinion in related to the life of POP Material and life of hard visibility. 6. To assess the distribution on the basis of number of outlets covered, supply, Merchandiser. 7. To find out retailers opinion in relation to company specific like replacement of POP, GSB, NON-LIT board etc.


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 company could take appropriate steps to increase Retail Visibility of AIRCEL Products thus increasing the sales in Patna. The study was conducted among Retailer outlets of Patna, Patna only and it was conducted only for a period of two Months.


2.1 2.2 2.3 2.4 2.5 2.6 Methodology Research design Source of data Sampling Data collection tolls Limitation of the Study


³Marketing research is the systematic and objective identification, collection analysis, dissemination and use of information for the purpose of improving decision making related to the identification and solution of problem´. During the course of conducting the study the information were gathered mainly through the primary source. Conducting field survey by taking to the retailer who is using mobile phone on the methodology used in the survey was personal observation and interview with retailer with the help of questionnaire.

Research design is a framework of blueprint for conducting the marketing research project. It deals the procedure necessary for obtaining the information needed to structure and / or solve the marketing research problem. The two types of research are:1. Exploratory 2. Conclusive The objective of exploratory research is to provide insight, into and understanding of the problem conforming the researcher. The objective of conclusive research is to test specific hypothesis and examine specific relationship.


Source of data:Data requires for the research work can be making available from different sources, they could be classified in two groups:a) Primary source:- includes living person, in my survey primary sources constituted of the retailer who are selling telecom product and FMCG retail outlet. b) Secondary data: - Includes already collected data whether published or unpublished, such as officially data base, magazines and journals.

When a small group is taken as the reprehensive of the whole, the study is called a sampling study. Sampling allows us to concentrate our attention upon a relatively smaller number of items and hence to devote more energy ensure that the information collected from them is accurate. When the whole area or Population person is contacted the method is known as Census method. In my survey it was census method because I was assigned a job to do survey in East Patna Zone and take to feedback of all those retails who are selling RCV¶s, EASY RECHARGE, SIM etc.

The collection of data is through a (A). Questionnaire (B). Observation


o It is a piece of paper with a set of questions related to the purpose Research, which is presented to the respondent. The questionnaire used in my survey had close-end question.

Observation Methods:-

o When we look at the phenomenon with some objective it is called
Observation. It is the important technique for data collection. This Method was also accompanying survey, to know the exact position or Responses of the respondents.


y The scope of the study has been kept restricted due to time and money

y Some question regarding the other company depends on the mood of the
respondent and at the time during which they were interviewed

y The biased view of the respondents. y Some of the respondents were not aware about the facts. y Though every possible attempt was made to ensure correct results but
there may be changed of sampling error.

y There is a chance of human error. y This report is based on small area of Patna and is true for Patna region
only, so this report cannot be generalized.

y The result is true for the given time period and it may vary with time.


Overview of the Indian Telecommunication industry


The Indian telecommunication industry, with about 600.69 million mobile phone connections as of February 2010, is the third largest telecommunication network in the world and the second largest in terms of number of wireless connections of 563.73 million. The Indian telecom industry is one of the fastest growing in the world and is projected that India will have 'billion plus' mobile users by 2015. Projection by several leading global consultancies is that India¶s telecom network will overtake China¶s in the next 10 years. For the past decade or so, telecommunication activities have gained momentum in India. Efforts have been made from both governmental and nongovernmental platforms to enhance the infrastructure. The idea is to help modern telecommunication technologies to serve all segments of India¶s culturally diverse society, and to transform it into a country of technologically aware people.




The Mobile telecommunications system in India is the second largest in the world and it was thrown open to private players in the 1990s. The country is divided into multiple zones, called circles (roughly along state boundaries). Government and several private players run local and long distance telephone services. Competition has caused prices to drop and calls across India are one of the cheapest in the world. The rates are supposed to go down further with new measures to be taken by the Information Ministry. The mobile service has seen phenomenal growth since 2000. In September 2004, the numbers of mobile phone connections have crossed fixed-line connections. India primarily follows the GSM mobile system, in the 900 MHz band. Recent operators also operate in the 1800 MHz band. The dominant players are Airtel, Aircel Uninor, Reliance Infocomm, Vodafone, Idea cellular and BSNL/MTNL. There are many smaller players, with operations in only a few states. International roaming agreements exist between most operators and many foreign carriers.



Landline service in India is primarily run by BSNL/MTNL and Reliance Info comm though there are several other private players too, such as Touchtel and Tata Teleservices. Landlines are facing stiff competition from mobile telephones. The competition has forced the landline services to become more efficient. The landline network quality has improved and landline connections are now usually available on demand, even in high density urban areas. The breakup of wire line market share in India as of February 2010 is given below.


Bharat Sanchar Nigam Limited (known as BSNL, India Communications Corporation Limited) is a state-owned telecommunication company in India. BSNL is the sixth largest cellular service provider, with over 57.22 million customers as of December 2009 and the largest land line telephone provider in India. Its headquarters are at Bharat Sanchar Bhawan, Harish Chandra Mathur Lane, Janpath, New Delhi. It has the status of Mini Ratna, a status assigned to reputed public sector companies in India. BSNL is India's oldest and largest Communication Service Provider (CSP). Currently has a customer base of 90 million as of June 2008. It has footprints throughout India except for the metropolitan cities of Mumbai and New Delhi which are managed by MTNL. As on March 31, 2008 BSNL commanded a customer base of 31.55 million Wireline, 4.58 million CDMA-WLL and 54.21 million GSM Mobile subscribers. BSNL's earnings for the Financial Year

ending March 31, 2009 stood at INR 397.15b (US$7.03 billion) with net profit of INR 78.06b (US$ 1.90 billion). BSNL has an estimated market value of $ 100 Billion. The company is planning an IPO within 6 months to offload 10% to public in the Rs 300-400 range valuing the company at over $100 billion.

Bharti Airtel formerly known as Bharti Tele-Ventures LTD (BTVL) is the largest cellular service provider in India, with more than 124 million subscribtions as of February 2010. With this, Bharti is now world¶s thirdlargest, single-country mobile operator and sixth-largest integrated telecom operator. It also offers fixed line services and broadband services. It offers its TELECOM services under the Airtel brand and is headed by Sunil Bharti Mittal. The company also provides telephone services and broadband Internet access (DSL) in top 95 cities in India. It also acts as a carrier for national and international long distance communication services. The company has a submarine cable landing station at Chennai, which connects the submarine cable connecting Chennai and Singapore. It is known for being the first mobile phone company in the world to outsource everything except marketing and sales. Its network operations are provided by Ericsson, business support by IBM and transmission towers by another company. Ericsson agreed for the first time, to be paid by the minute for installation and maintenance of their equipment rather than being paid up front. This enables the company to provide pan-India phone call rates of Rs. 1/minute (U$0.02/minute). The businesses at Bharti Airtel have always been structured in three to individual strategic business units (SBU's) - Mobile Services, Airtel Telemedia

Services & Enterprise Services. The mobile business provides mobile & fixed wireless services using GSM technology across 23 telecom circles while the Airtel Telemedia Services business offers broadband & telephone services in 95 cities and has recently launched a Direct-to-Home (DTH) service, Airtel Digital TV.

Vodafone Essar, formally known as Hutchison Essar is a cellular operator in India that covers 23 telecom circles in India based in Mumbai. Vodafone Essar is owned by Vodafone 67% and Essar Group 33%. It is the second largest mobile phone operator in terms of revenue behind Bharti Airtel, and third largest in terms of customers. On February 11, 2007, Vodafone agreed to acquire the controlling interest of 67% held by Li Ka Shing Holdings in Hutch-Essar for US$11.1 billion, pipping Reliance Communications, Hinduja Group, and Essar Group, which is the owner of the remaining 33%. The whole company was valued at USD 18.8 billion. The transaction closed on May 8, 2007. Despite the official name being Vodafone Essar, its products are simply branded Vodafone. It offers both prepaid and postpaid GSM cellular phone coverage throughout India with good presence in the metros. Vodafone Essar provides 2.75G services based on 900 MHz and 1800 MHz digital GSM technology, offering voice and data services in 23 of the country's 23 license areas. It is among the top three GSM mobile operators of India.


Reliance Communications, formerly known as Reliance Infocomm, along with Reliance Telecom and Flag Telecom, is part of Reliance Communications Ventures (RCoVL). Reliance Communications Limited founded by the late Shri Dhiru bhai Ambani (1932-2002) is the flagship company of the Reliance Anil Dhirubhai Ambani Group. The Reliance Anil Dhirubhai Ambani Group currently has a net worth in excess of Rs. 64,000 crore (US$ 13.6 billion), cash flows of Rs. 13,000 crore (US$ 2.8 billion), net profit of Rs. 8,400 crore (US$ 1.8 billion).The Equity Shares of RCOM are listed on Bombay Stock Exchange Limited and National Stock Exchange Limited. The Global Depository Receipts and Foreign Currency Convertible Bonds are listed on Luxembourg Stock Exchange and Singapore Stock Exchange respectively.

Tata Teleservices is part of the Tata Group. Tata Teleservices spearheads the Group¶s presence in the telecom sector. Incorporated in 1996, Tata Teleservices was the first to launch CDMA mobile services in India with the Andhra Pradesh circle. The company acquired Hughes Telecom (India) Limited [now renamed Tata Teleservices (Maharashtra) Limited] in December 2002. With a total Investment of Rs 19,924 Crore, Tata Teleservices has created a Pan India presence spread across 20 circles that includes Andhra Pradesh, Chennai, Gujarat, J & K, Karnataka, Delhi, Maharashtra, Mumbai, North East, Tamil Nadu, Orissa, Bihar, Rajasthan, Punjab, Haryana, Himachal Pradesh, Uttar Pradesh (E), Uttar Pradesh (W), Kerala, Kolkata, Madhya Pradesh and West Bengal.


Having pioneered the CDMA 3G1x technology platform in India, Tata Teleservices has established 3G ready telecom infrastructure. It partnered with Motorola, Ericsson, Lucent and ECI Telecom for the deployment of its telecom network. The company is the market leader in the fixed wireless telephony market with a total customer base of over 3.8 million. Tata Teleservices¶ bouquet of telephony services includes Mobile services, Wireless Desktop Phones, Public Booth Telephony and Wireline services. Other services include value added services like voice portal, roaming, post-paid Internet services, 3-way conferencing, group calling, Wi-Fi Internet, USB Modem, data cards, calling card services and enterprise services. Some of the other products launched by the company include prepaid wireless desktop phones, public phone booths, new mobile handsets and new voice & data services such as BREW games, Voice Portal, picture messaging, polyphonic ring tones, interactive applications like news, cricket, astrology, etc. Tata Indicom "Non Stop Mobile" allow pre-paid cellular customers to receive free incoming calls. Tata Teleservices Limited along with Tata Teleservices (Maharashtra) Limited have a subscriber base of 36 million customers (as of April 2009) in more than 5,000 towns. Tata Teleservices has also acquired GSM licenses for specific circles in India. Tata Telelservices is an unlisted entity. Tata Group and group firms own the majority of the company; NTT docomo holds 26% while investor C. Sivasankaran holds 8%.

Idea Cellular is a wireless telephony company operating in all the 22 telecom circles in India based in Mumbai. It is the 3rd largest GSM Company in India behind Airtel and Vodafone and ahead of state run player BSNL. In 2000, Tata Cellular was a company providing mobile services in AP. When Birla-AT&T brought Maharashtra and Gujarat to the table, the merger of these two entities was a reality. Thus Birla-Tata-AT&T, popularly known as Batata, was born. In 2001, the Batata triumvirate agreed to merge its operations with the Rajeev Chandrasekhar promoted BPL Communications. The merger could have brought in regions like Mumbai, Maharashtra, Kerala and Tamil Nadu, which seemed to be a perfect accompaniment to what it already had. This was critical with the bid for the fourth operator licence round the corner. However, the engagement with BPL was broken. Then Idea set sights on RPG¶s operations in Madhya Pradesh which was successfully acquired, helping Batata have a million subscribers, and the licence to be the fourth operator in Delhi was clinched. In 2004, Idea (the company had by then been rechristened) bought over the Escorts group¶s Escotel gaining Haryana, Uttar Pradesh (West) and Kerala ² and licences for three more ² UP (East), Rajasthan and Himachal Pradesh. By the end of that year, four million Indians were on the company¶s network. In 2005, AT&T sold its investment in Idea, and the year after Tatas also bid good bye to pursue an independent telecom business. And Idea was left only with one promoter, the AV Birla group when the company¶s stock listed on the bourses in March 2007, its subscriber base was 13 million with presence in 11 circles. In less than three years, the subscriber numbers have more than quadrupled. The public issue was oversubscribed 50 times and raised Rs 2,450 crore. In June 2008, Idea Cellular bought out BK Modi¶s stake in

Spice Communications for Rs 2,700 crore adding Punjab and Karnataka circles. Modi¶s joint venture partner, Telekom Malaysia, invested Rs 7,000 crore for a 14.99% stake in Idea. Just around then, Idea¶s subsidiary, Aditya Birla Telecom sold a 20% stake to US-based Providence Equity Partners for over Rs 2,000 crore. The company has its retail outlets under the "Idea n' U" banner. The company has also been the first to offer flexible tariff plans for prepaid customers. It also offers GPRS services in urban areas. Idea Cellular won the GSM Association Award for "Best Billing and Customer Care Solution" for 2 consecutive years.

Aircel is a mobile phone service provider in India. It offers both prepaid and postpaid GSM cellular phone coverage throughout India. Aircel is a joint venture between Maxis Communications of Malaysia and Apollo Hospital Enterprise Ltd of India. Maxis has a 74% stake in Aircel and the remaining 26% is with Apollo Hospitals. It is India¶s fifth largest GSM mobile service provider with a subscriber base of over 27.7 million, as of October 31, 2009. It has a market share of 12.8% among the GSM operators in the country. As on date, Aircel is present in 18 of the total 23 telecom circles (including Andhra Pradesh, Assam, Bihar & Jharkhand, Chennai, Delhi & NCR, Himachal Pradesh, Jammu & Kashmir, Karnataka, Kerala, Kolkata, Mumbai, North East, Orissa, Rest of Maharashtra & Goa, Rest of Tamil Nadu, Rest of West Bengal, Uttar Pradesh East, Uttar Pradesh West) and with licences secured for the remaining 5 telecom circles, the company plans to become a pan-India operator by 2010. Additionally, Aircel has also obtained permission from Department of

Telecommunications (DoT) to provide International Long Distance (ILD) and National Long Distance (NLD) telephony services. It is also a category A ISP. It is also having the largest service in Tamil Nadu.

MTS India, is a brand owned by Sistema Shyam TeleServices (SSTL). SSTL is a joint venture company between Sistema {LSE-SSA} of Russia and Shyam Group of India. System is the majority share holder in this joint venture with a 73.71% equity stake, along with the Shyam Group, holding a 23.79% stake and the rest 2.5% being public partake. SSTL has the spectrum to provide mobile telephony services in all the 48 circles across the country. Presently SSTL offers mobile telephony services in the Bihar-Jharkhand, Delhi, Haryana, Karnataka, Kerala, Kolkata Maharashtra (Pune), Mumbai, Rajasthan, Tamil Nadu and West Bengal circles. In a recent development, SSTL tied up with Mobile TeleSystems OJSC of Russia to bring the globally acclaimed telecom brand-MTS-to India. MTS is the 8th largest telecom brand in the world and has recently been voted the 71st ranked brand out of the 100 top global brands in the world by Millward Brown.


The process of liberalization in the country began in the right earnest with the announcement of the New Economic Policy in July 1991. Telecom equipment manufacturing was de-licensed in 1991 and value added services were declared open to the private sector in 1992, following which radio paging, cellular mobile and other value added services were opened gradually to the private sector. This has resulted in large number of manufacturing units been set up in the country. As a result most of the equipment used in telecom area is being manufactured within the country. A major breakthrough was the clear enunciation of the government¶s intention of liberalizing the telecom sector in the National Telecom Policy resolution of 13th May 1994.

National Telecom Policy 1994
In 1994, the Government announced the National Telecom Policy which defined certain important objectives, including availability of telephone on demand, provision of world class services at reasonable prices, improving India¶s competitiveness in global market and promoting exports, attractive FDI and stimulating domestic investment, ensuring India¶s emergence as major manufacturing / export base of telecom equipment and universal availability of basic telecom services to all villages. It also announced a series of specific targets to be achieved by 1997.


Telecom Regulatory Authority of India (TRAI)
The entry of private service providers brought with it the inevitable need for independent regulation. The Telecom Regulatory Authority of India (TRAI) was, thus, established with effect from 20th February 1997 by an Act of Parliament, called the Telecom Regulatory Authority of India Act, 1997, to regulate telecom services, including fixation/revision of tariffs for telecom services which were earlier vested in the Central Government. TRAI¶s mission is to create and nurture conditions for growth of telecommunications in the country in manner and at a pace, which will enable India to play a leading role in emerging global information society. One of the main objectives of TRAI is to provide a fair and transparent policy environment, which promotes a level playing field and facilitates fair competition. In pursuance of above objective TRAI has issued from time to time a large number of regulations, orders and directives to deal with issues coming before it and provided the required direction to the evolution of Indian telecom market from a Government owned monopoly to a multi operator multi service open competitive market. The directions, orders and regulations issued cover a wide range of subjects including tariff, interconnection and quality of service as well as governance of the Authority. The TRAI Act was amended by an ordinance, effective from 24 January 2000, establishing a Telecommunications Dispute Settlement and Appellate Tribunal (TDSAT) to take over the adjudicatory and disputes functions from TRAI. TDSAT was set up to adjudicate any dispute between a licensor and a licensee, between two or more service providers, between a service provider and a group


of consumers, and to hear and dispose of appeals against any direction, decision or order of TRAI.

New Telecom Policy 1999
The most important milestone and instrument of telecom reforms in India is the New Telecom Policy 1999 (NTP 99). The New Telecom Policy, 1999 (NTP-99) was approved on 26th March 1999, to become effective from 1st April 1999. NTP-99 laid down a clear roadmap for future reforms, contemplating the opening up of all the segments of the telecom sector for private sector participation. It clearly recognized the need for strengthening the regulatory regime as well as restructuring the departmental telecom services to that of a public sector corporation so as to separate the licensing and policy functions of the Government from that of being an operator. It also recognized the need for resolving the prevailing problems faced by the operators so as to restore their confidence and improve the investment climate. Key features of the NTP 99 include:

y y y y

Strengthening of Regulator. National long distance services opened to private operators. International Long Distance Services opened to private sectors. Private telecom operators licensed on a revenue sharing basis, plus a one-time entry fee. Resolution of problems of existing operators envisaged.


Direct interconnectivity and sharing of network with other telecom operators within the service area was permitted.


Department of Telecommunication Services (DTS) corporatised in 2000.


Spectrum Management made transparent and more efficient.

All the commitments made under NTP 99 have been fulfilled; each one of them, in letter and spirit, some even ahead of schedule, and the reform process is now complete with all the sectors in telecommunications opened for private competition. Internet Service Providers (ISPs) Internet service was opened for private participation in 1998 with a view to encourage growth of Internet and increase its penetration. The sector has seen tremendous technological advancement for a period of time and has necessitated taking steps to facilitate technological ingenuity and provision of various services. The Government in the public interest in general, and consumer interest in particular, and for proper conduct of telegraph and telecom services has decided to issue the new guidelines (Details) for grant of licence of Internet services on non-exclusive basis. Any Indian company with a maximum foreign equity of 74% is eligible for grant of licence.

Broadband Policy 2004
Recognizing the potential of ubiquitous Broadband service in growth of GDP and enhancement in quality of life through societal applications including tele-education, tele-medicine, e-governance, entertainment as well as

employment generation by way of high-speed access to information and web based communication; Government has announced Broadband Policy in October 2004. The main emphasis is on the creation of infrastructure through various technologies that can contribute to the growth of broadband services. These technologies include optical fibre, Asymmetric Digital Subscriber Lines (ADSL), cable TV network; DTH etc. Broadband connectivity has been defined

as ³ Always On´ with the minimum speed of 256 kbps. It is estimated that the number of broadband subscribers would be 20 million by 2010. With a view to encourage Broadband Connectivity, both outdoor and indoor usage of low power Wi-Fi and Wi-Max systems in 2.4 GHz-2.4835 GHz band has been delicensed. The use of low power indoor systems in 5.15-5.35 GHz and 5.7255.875 GHz bands has also been delicensed in January 05. The SACFA/WPC clearance has been simplified. The setting up of National Internet Exchange of India (NIXI) would enable bringing down the international bandwidth cost substantially, thus making the broadband connectivity more affordable. The prime consideration guiding the Policy includes affordability and reliability of Broadband services, incentives for creation of additional infrastructure, employment opportunities, induction of latest technologies, national security and brings in competitive environment so as to reduce regulatory interventions. By this new policy, the Government intends to make available transponder capacity for VSAT services at competitive rates after taking into consideration the security requirements. The service providers permitted to enter into franchisee agreement with cable TV network operators. However, the Licensee shall be responsible for compliance of the terms and conditions of the licence. Further in the case of DTH services, the service providers permitted to provide Receive-Only-Internet Service. The role of other facilitators such as electricity authorities, Departments of ITs of various State Governments, Departments of Local Self Governments, Panchayats, Departments of Health and Family Welfare, Departments of Education is very important to carry the advantage of broadband services to the users particularly in rural areas.


Target has been set for 20 million broadband connections by 2010 and providing Broadband connectivity to all secondary and higher secondary schools, public health institutions and panchayats by 2010. In rural areas, connectivity of 512 KBPS with ADSL 2 plus technology (on wire) will be provided from about 20,000 existing exchanges in rural areas having optical fiber connectivity. Community Service Centers, secondary

schools, banks, health centers, Panchayats, police stations etc. can be provided with this connectivity in the vicinity of above-mentioned 20,000 exchanges in rural areas. DOT will be subsidizing the infrastructure cost of Broadband

network through support from USO Fund to ensure that Broadband services are available to users at affordable tariffs.

Tariff Changes
The Indian Telecom Sector has witnessed major changes in the tariff structure. The Telecommunication Tariff Order (TTO) 1999, issued by regulator (TRAI), had begun the process of tariff balancing with a view to bring them closer to the costs. This supplemented by Calling Party Pay (CPP), reduction in ADC and the increased competition, has resulted in a dramatic fall in the tariffs. ADC has been abolished for all calls w.e.f. 1st October 2008.

y The peak National Long Distance tariff for above 1000 Kms. in 2000 has
come down from US$ 0.67 per minute to US$ 0.02 per minute in 2009.

y The International Long Distance tariff from US$ 1.36 per minute in 2000 to
US$ 0.16 per minute in 2009 for USA, Canada & UK.

y The mobile tariff for local calls has reduced from US$0.36 per minute in
1999 to US$ 0.009 - US$ 0.04 per minute in 2009.


y The Average Revenue Per User of mobile is between US$ 5.06 - US$ 7.82
per month Foreign Direct Investment (FDI)

y In Basic, Cellular Mobile, Paging and Value Added Service, and Global
Mobile Personal Communications by Satellite, Composite FDI permitted is 74% (49% under automatic route) subject to grant of license from Department of Telecommunications subject to security and license conditions.

y FDI up to 74% (49% under automatic route) is also permitted for the
following:  Radio Paging Service  Internet Service Providers (ISP's)

y FDI up to 100% permitted in respect of the following telecom services:  Infrastructure Providers providing dark fiber (IP Category Electronic Mail; and Voice Mail Subject to the conditions that such companies would divest 26% of their equity in favor of Indian public in 5 years, if these companies were listed in other parts of the world.

y In telecom manufacturing sector 100% FDI is permitted under automatic

y The Government has modified method of calculation of Direct and Indirect
Foreign Investment in sector with caps and have also issued guidelines on downstream investment by Indian Companies.


y Guidelines for transfer of ownership or control of Indian companies in
sectors with caps from resident Indian citizens to non-resident entities have been issued

Investment Opportunities and Incentives
An attractive trade and investment policy and lucrative incentives for foreign collaborations have made India one of the world¶s most attractive markets for the telecom equipment suppliers and service providers.

y No industrial license required for setting up manufacturing units for telecom

y Automatic approval of 100 percent foreign equity, technology fee up to US $
2 million, royalty up to 5 percent for domestic sales and 8 percent for exports in telecom manufacturing projects.

y Foreign equity of 74% (49 % under automatic route) permitted for telecom
services - basic, cellular mobile, paging, value added services, NLD, ILD, ISPs - and global mobile personal communications by satellite.

y Full reparability of dividend income and capital invested in the telecom

India offers an unprecedented opportunity for telecom service operators, infrastructure vendors, manufacturers and associated services companies. A host of factors are contributing to enlarged opportunities for growth and investment in telecom sector:

y An expanding Indian economy with increased focus on the services sector y Population mix moving favorably towards a younger age profile

y Urbanization with increasing incomes
Investors can look to capture the gains of the Indian telecom boom and diversify their operations outside developed economies that are marked by saturated telecom markets and lower GDP growth rates. Inflow of FDI into India¶s telecom sector during April 2000 to March 2009 was about Rs 275,444 million. Also, more than 8 per cent of the approved FDI in the country is related to the telecom sector.

3G & Broadband Wireless Services (BWA)
The government has in a pioneering decision, decided to auction 3G & BWA spectrum. The broad policy guidelines for 3G & BWA have already been issued on 1st August 2008 and allotment of spectrum has been planned through simultaneously ascending e-auction process by a specialized agency. New players would also be able to bid thus leading to technology innovation, more competition, faster roll out and ultimately greater choice for customers at competitive tariffs. The 3G will allow telecom companies to offer additional value added services such as high resolution video and multimedia services in addition to voice, fax and conventional data services with high data rate transmission capabilities. BWA will become a predominant platform for broadband roll out services. It is also an effective tool for undertaking social initiatives of the Government such as e-education, telemedicine, e-health and eGovernance. Providing affordable broadband, especially to the suburban and rural communities is the next focus area of the Department. BSNL & MTNL have already been allotted 3G & BWA spectrum with a view to ensuring early roll out of 3G & WiMax services in the country. They will pay the same price for the spectrum as discovered through the auction. While,

Honbl¶e Prime Minister launched the MTNL¶s 3G mobile services on the inaugural function of µIndia Telecom 2008¶ held on 11th December 2008, BSNL launched its countrywide 3G services from Chennai, in the southern Tamil Nadu state on 22nd February 2009.

Mobile Number Portability (MNP)
Mobile Number Portability (MNP) allows subscribers to retain their existing telephone number when they switch from one access service provider to another irrespective of mobile technology or from one technology to another of the same or any other access service provider. The Government has announced the guidelines for Mobile Number Portability (MNP) Service License in the country on 1st August 2008 and has issued a separate License for MNP service w.e.f. 20.03.2009. The Department of Telecommunication (Dot) has already issued licenses to two global companies (M/s Syniverse Technologies Pvt. Ltd. and M/s MNP Interconnection Telecom Solutions India Pvt. Ltd.) for implementing the service. MNP is to be implemented in Delhi, Mumbai, Maharashtra & Gujarat service areas of Zone ± 1 and Kolkata, Tamil Nadu including Chennai, Andhra Pradesh & Karnataka service areas of Zone - 2 within six months of the award of the license i.e. by 20.09.2009 and in rest of the service areas within one year of the award of the license i.e. by 20.03.2010.

y Quadrupling production in 2010. y Achieving exports of 10 billion during 11th Five year plan.
7. Research & Development

y Pre-eminence of India as a technology solution provider.

y Comprehensive security infrastructure for telecom network. y Tested infrastructure for enabling interoperability in Next Generation

y Doubling the telecom equipment R&D by 2010 from present level of


Organization profile
1. Company Profile 2. Aircel Presence 3. Telecom Circles 4. Our Branch Offices 5. Aircel Product 6. Value added services 7. Awards & achievements 8. Future Ahead



Type Founded Headquarters Key people Industry Parent Private 1999 Chennai, India Gurdeep Singh, CEO Telecom Maxis communications (74%) Apollo Hospital (26%) Products Website Mobile Telecommunication operator






The Aircel Group is a joint venture between Maxis Communications Berhad of Malaysia and Apollo Hospital Enterprise Ltd 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 launched 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 unprecedented success in the Eastern frontier circles. It emerged a market leader in Assam and in the North Eastern provinces within 18 months of operations. During this period, the company gained a foothold in 9 circles including Chennai, Tamil Nadu, Assam, North East, Orissa, Bihar, Jammu & Kashmir, Himachal Pradesh and West Bengal. The Company has currently gained a momentum in the space of telecom in India post the allocation of additional spectrum by the Department 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). 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¶s


µList of Best Mid-Size Companies¶ in 2007. Additionally, Tele.net recognized Aircel as the best regional operator in 2008. Aircel was the largest mobile phone service provider in Tamil Nadu, India, however, it has been recently been overtaken by Airtel and Hutch with better service and in terms of Number of Connections provided. It offers both prepaid and postpaid GSM cellular phone coverage throughout Tamil Nadu, Assam, NE States, Orissa, West Bengal, J&K, and Bihar & HP. It offers only the Basic phone service, and doesn¶t offer any Data services. Aircel, now part of Maxis Communications Berhad, Malaysia, is India¶s seventh largest GSM mobile service provider with a subscriber base of over 6.2 million (over 4 million in Chennai & Tamil Nadu alone) and the fastest growing mobile operator in the country. As on date, Aircel is present in 9 telecom circles (Assam, Bihar, Chennai, Himachal Pradesh, Jammu & Kashmir, North East, Orissa, Tamil Nadu and West Bengal) and with licenses secured for the remaining 14 of the 23 telecom circles, the company is on track to become a pan-India operator. Additionally, Aircel has also obtained the nod from Department of Telecommunications (Dot) to provide International Long Distance (ILD) and National Long Distance (NLD) telephony services. For more information, please log on to www.aircel.com Aircel Business Solutions (ABS), part of Aircel, is headquartered in Chennai and is an ISO 9000 certified company. ABS is a registered member of
WINMAX forum ± both in the Indian and International Chapters. ABS¶ product

range includes a host of cutting-edge enterprise solutions such as Multi Protocol Label Switching Virtual Private Networks (MPLS VPNs), Voice over Internet


Protocol (VoIP) and Managed Video Services on wireless platform including WiMAX.




Telecom Circles & Metro districts are responsible for providing service to the customers. There are 24 Telecom Circles and 3 Metro districts. 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, Nagaland. 17. Orissa Telecom Circle 18. Punjab Telecom Circle 19. Rajasthan Telecom Circle 20. Tamil Nadu Telecom Circle 21. Uttar Pradesh (East) Telecom Circle

Manipur and

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 3. Delhi telecom district


Circle Name
Chennai RoTN Assam North East

Postal Address
Aircel Cellular Limited, Aircel Towers, 301, Poonamalee Road, Kilpauk, Chennai 600 010 Aircel Limited, no 5, T B Road (Hosur Road) Codissia Towers, Coimbatore 642028 Dishnet Wireless Ltd. Triveni Commercial Complex, 3rd Floor, G. S. Road, Ulubari, Guwahati-781007 Dishnet Wireless Ltd., Eldorado Building, 3rd Floor, Jail Road, Shillong 793001, Meghalaya Dishnet Wireless Ltd. Hall No 105-112 B1, North Block Bahu Plaza Complex, Jammu-180012 Dishnet Wireless Ltd. Near Gurdwara Shaheed Bunga,

Jammu & Kashmir Baghat Barzulla, Srinagar-190005 HP Orissa Dishnet Wireless Ltd. 2nd and 3rd Floor, Keonthal Complex, Main Bazar, Khalini, Shimla ± 171002 Dishnet Wireless Ltd. 7th Floor, Block B, Fortune Towers, Chandrasekharpur, Bhubaneshwar-751023 Dishnet Wireless Ltd. 4th Floor, Office No.415, Maharaja Kameshwar Complex, Fraser Road(Mazharul Haque Bihar & Jharkhand Path), Patna ± 800001 Dishnet Wireless Ltd. A-201 to 205, A-304, A Block, City West Bengal Centre, Durgapur-713216 Dishnet Wireless Ltd. Globsyn Crystal Building, 3rd floor, Block EP, Plot No.11 & 12, Sec - 5, Salt Lake Kolkata Delhi Uttar Electronics Complex, Salt Lake City, Kolkata-700091 Aircel Ltd., B-1, Plot No.1&2, Local Shopping Centre, Vasant Kunj, New Delhi ± 110070 PradeshDishnet Wireless Ltd., A-4 & A-29, NCPL Web Tower,

(West) Uttar (East)

Sector 9, Noida, District Gautambudh Nagar, Uttar Pradesh ± 201 301 PradeshDishnet Wireless Limited, Ratan Square, 3rd Floor, 20 A, Vidhan Sabha Marg, Lucknow, Uttar Pradesh ± 226 001 Aircel Ltd., 5th floor, CACHE Properties, Gumidelli Commercial Complex, 1-10-39 to 44, Old Airport Road, Begumpet, Hyderabad ± 560016 Aircel Ltd., Municipal No.66-5-25, HM Vibha Towers, Luskar Hosur Road, Adugodi, Bangalore ± 560029 Dishnet Wireless Ltd(Aircel), NO.9419/33/2365B, B1,B2,B3 R R Arcade, NH 47 Bypass, Thammana (PO),

Andhra Pradesh Karnataka


Cochin-682032 Aircel Ltd., Opus Centre, 47, Central Road, Opp: Hotel Tunga Paradise, M.I.D.C., Andheri (East), Mumbai ±








Any 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.


y Pocket Internet:-

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

y Caller ring back tone:-


Aircel introduces Dialer Tunes! Get rid of boring Tring Tring and make your callers listen to latest tunes. Dial 53000, Registration Rs.30, call Rs.3/min. Song Download Charges : Free What is Caller Ring Back Tone? Caller Ring Back Tone (CRBT) is a special feature through which the calling party can hear a song or music instead of the default "tring tring" tone.

y Aircel 55500 Service

Aircel introduces 55500 Voice Portal! Dial 55500 to download latest ringtones, listen to latest news, and dedicate songs and your daily horoscopes. Call charges 10 paisa per sec. Total services on portal as follows:
y y y y y

Music Station Astrology Jokes Bollywood News

y Music on call:-

Now listen to music of your choice from the list of hit numbers without any interruption with Aircel's new "Music on Call".

No breaks, no unnecessary chatter, just good Music. So stay tuned by just subscribing to the service.

y Voice Portals:-


Aircel 55500 service offers you a host of never before services - from music on your mobile to tit-bits about celebrities. All you need to do is call 55500 from your Aircel mobile and follow the simple instructions to enter a world of information and entertainment. The service recognizes your voice and gives information based on the command given by you.

y Music Messaging and Ringtones:-Browse through the rich selection of
music across the various categories and languages and listen to your favorites while on the go, also you can dedicate songs with a personal message to any Aircel number. You can download ringtones of these songs. We have wide collection of music based on occasions like birthdays, valentines, Rakhi, Diwali, Holi, New Year and song collections on Latest hits, Classic, Romantic Hits.

y Multimedia Messaging Service:-


Multimedia Messaging Service (MMS) is a store and forward messaging service that allows mobile subscriber to exchange multimedia messages with other mobile subscriber. With this facility now start sending picture (images), audio & video clips with MMS. What's more you want just get it registered...

y Subscription Services:-

y Live astrology:-


Astrology service on short code 55315 is a voice based LIVE SERVICE, where AIRCEL customers can call at Rs. 9/min and talk to formally trained & experienced ASTROLOGERS.

y Job Alerts:-

Aircel now Launches "Job Alert Service on Mobile". Tell us what you are looking We will for get your & dream sit jobs to back come and looking for relax! you.

Get Jobs from the best sources like naukri.com, monsterindia.com, clickjobs.com, sulekha.com, timesjobs.com and lot more!


y Devotional Voice:-

The Devotional Subscription service allows you to listen to full length of all the devotional songs from the Portal. All you need to do is just dial 55508 and subscribe to enjoy the unlimited devotional songs.

y Mobile TV:-


Mobile phone over the period of time has evolved from a basic communication device into a Multi-utility and entertainment device. This evolution of the mobile phone has created varied entertainment needs among consumers. In order to cater to such needs of consumers, we have launched Aircel Mobile TV service wherein subscribers would be able to watch popular TV channels on their mobile phones while on move.

y GPRS:-

Now subscribers are empowered with web connectivity on their mobile phone and can enjoy the magic of internet. Subscribers will be able to browse, check emails on the move, view and update blogs, download entertainment & infotainment contents from all world wide websites from their GPRS compatible mobile phones.


y Aircel Reminder:-

With this new reminder service, you can store important occasions/ events. The events will be reminded to you through SMS.

y COLOUR SMS y Music Stations: y Astrology y Jokes y Bollywood y News y Tips y AIRCEL HEALTH SERVICES y PLAY SCRABBLE y Search your favorites Ring tone

y Bengali Ring tones y Voice Mail Service y Save Your Contacts y Healthy Living Tips y SIM browser services y Dictionary y Funny Logos and Pictures



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.

y 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 connectivity.

y Aircel also established a world class 24*7 Soft Switch / IP Based Call
Center at Patna.

y 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.

y Currently, Aircel has a marked presence in the North and North East
circles of the country including Rest of West Bengal, Orissa, Sikkim, Manipur, Jammu and Kashmir, Himachal Pradesh and Bihar.

y 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.

y Overall Mobile satisfaction survey 2007-IDC y 2008 Best Regional operator Award- Tele.net Publication. y Overall Mobile satisfaction survey 2006- Voice and Data

Aircel has a good future ahead, being one of the most dominant operators 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.




Q1. What is the replacement cycle of all operators?

Day/ Brand

(a)Aircel (b) Idea

(c) Voda 16 47 54 33

(d) Airtel 23 62 49 16



Reliance Uninor 42 73 25 10 27 63 42 18

(a) 2 days (b) 3 days (c) 4- 5 days

37 67 33

35 53 42 20

(d) More than 12 5 days


70 60 50 30 20 10 0 A) AIRCEL B)IDEA C) VODA D) AIRTEL E) F) UNINOR RELIANCE (A) 2 days b) 3 days c). -5 days

d). More than 5 days

Analysis:- It was observed that Reliance dominated in terms of replacement cycle of POP.





Q2. What is the minimum quantity displayed by each company?



(b) Idea

(c) Voda 23 72 32 33

(d) Airtel 32 86 21 11



Reliance Uninor 7 92 29 22 5 58 73 14

(a) 1 (b) 2 (c) 3 (d) More than 3

9 81 60 0

25 80 37 8

100 90 80 70 60 0 40 30 20 10 0

a) 1 b) 2 c) 3

Analysis:- :- It was observed that Uninor dominated in terms of minimum quantity display for retail visibility but it was also seen that the retail visibility was being dominated by the presence of Aircel followed by the Airtel And Vodafone.


d) More than 3






Q3. What is the life of pop material?



(b) Idea

(c) Voda 43 68 25 14

(d) Airtel 43 70 23 14



Reliance Uninor 25 64 43 18 14 38 62 36

(a) 2 Days (b) 3 days (c) 4 days (d) More than days 4

54 78 12 6

45 63 22 10

80 70 0

10 0

Analysis:- According to the below table, It can be seen that the life of Uninor and reliance¶s POP are more better than Aircel.





d) m r than 4 da



c) 4 da



b) 3 da


¤ £


a) 2 da

Q4. Who takes care of POP activities? No of Outlets (a) Merchandiser 141 (b) FOS 9

No of outlets

a) merchandiser b) FOS 94%

Analysis:- According to the below table, It can be seen that 94%


Merchandiser take care of Pop activities And only 6% Fos take care of Pop activities.


Q5. What is the life of hard visibility? Timing/Brand (a)Aircel (b) Idea (a) Not available (b) Less than 6 6 months (c) 6-12 Months 67 78 8 59 7 51 49 25 14 38 0 25 33 21 23 82 45 43 (c) Voda 51 (d) Airtel 29 (e) (f)

Reliance Uninor 78 30

(d) More than 1 22 Year

90 0 70 60 50 40 0
20 10 0 a) Not available b) less than 6 months

Analysis:- According to the below table, It can be seen that Aircel¶s life of hard visibility is less than Airtel but more than other competitor. 


c) 6-12 month d) More than 1 year








Q6. Which display of retail visibility is most durable?

No Of Retailers

a) POPs 32

b) Sinages 80

c) Others 38

No of Retailers
a) Pops b) Sinages c) Others




Analysis:- According to table 54% retailers believe in singage,25% retailers believe in Pops and 21 % retailers believe in Others like Wall painting for display of retail visibility is most durable.


Q7. In your view which brands retail visibility is better (Rank them)?

Figure7:- Showing the Brand retail visibility of the various telecom service providers according to Retailer opinions.

45 40


25 20
15 10


H) Others

5 0









Analysis:- it was observed that Uninor and reliance dominated in terms of Retail visibility of the market under survey was covered with logos, banners, hoardings and other outdoor/indoor advertising media provided by the company.


Q8. According to you, how company can make its presence better on retail outlet? (a) On shop Brand ing No Outlets Figure 8:of 70 20 (b) In shop Brandi ng (c) Both (a) and (b) 60 (d) Neither(a) or nor (b)

No. of Outlet
d) Non of these 0%

c) both (a) and (b) 40%

a). On shop branding 47%

b) Inshop branding 13%

Analysis:- According to the below table, we can see that 47% Retailers are liking On shop branding, Only 13 % retailers are liking In shop branding and $0 % retailers are liking On shop and in shop branding.




y The retail Visibility of Aircel was not up to the level. It lacked
significantly Reliance and Uninor In terms of Visibility at the retail Outlets.

y Some of the Merchandisers are not working their level best due to the
absence of proper incentives for them and frequent changes in their BEAT plans often irritated them.

y The products are easily available in the market for consumers y Marketing materials (posters, danglers, pamphlets, etc...) being provided
to Merchandiser is not distributed properly.

y There had been a lot of biasness and irregularity in the distribution of
Non-lit and Glow sign Boards to the retailers.

y Retailers are not interesting in retail visibility of Aircel Due to proper gift
or Incentive because some companies are providing Gift or incentive for the Own retail visibility.

y I observed that most retailers are not satisfied with the marcom.


6.1 Recommendation & suggestions 6.2 SWOT analysis For Aircel 6.3 Bibliography 6.4 Annexure


y Company should get involved in forceful advertisement policy like Uninor
and Reliance.

y The distributor should get involved in the hiring and recruitment of

y The Merchandiser visit should be regularly checked by the company. y Advertising should be done on television and radios also specially on those
channels which are being watched regularly by customers.

y Proper remuneration should be provided to the Merchandiser from behalf of
company to those who are working well.

y The company should always keep in mind the kind of competitors it is facing
and construct its product in the similar fashion to satisfy its customers.

y Marcom department should make more effective & efficient in ground level y The company should advertise its products and services on a regular basis. y There should must be better visibility for awareness of tariff plan and new
scheme of company.

y Regular meets should be organized with the distributors as well as the
retailers so that all the complaints or grievances of both the parties can be resolved and proper feedback can be obtained from them.

y Company should provide gift or Incentive to the retailer for creating Good
retail visibility.


AIRCEL is emerging as one of the Fastest expanding mobile service provider in india.bit if we have look at the circulation figures of different service providers, it can be observed that there isn¶t huge difference in their sale and advertisement..More or Less, these entire telecom service providers enjoy a comfortable position and have a good stronghold on the cellular industry. So if the company wants to have a major portion of the market and emerge as a leading telecom service provider of India, It should identify is internal strength telecom service provider of India, it should identify its internal strengths and weakness and match them with the opportunities and threats of the external environment.

Strengths:y Strong presence in the cellular industry, rapidly emerging as a market

y Fast expanding distribution network y use of latest technology in providing the service y Highly skilled and committed personnel with strong team work. y Present in all the metropolitan cities and other important cities of the


Weakness:y Lees penetration in small towns and villages where maximum number of
potential customer lives

y Comparatively high priced products/service than its competitors. y Lack of aggressive advertising.

Opportunities:y Unique opportunity to tap into one of the world¶s fastest growing
economics and mobiles telecommunications market space.

y Ability to expand into other parts of the country and subsequently acquire
new licenses to operate on the all circles.

y Tap the other telecommunication service market like landline facilities &
broadband d internet.

Threats:y Competitive operating landscape with the large and mid-size players
having advantage of  Market Leadership  Economies of scale and  stronger network capacity


y regulatory hurdles, such as future allocation of spectrum and license,
which may not favor the foreign partner Maxis communication berhad of Malaysia

y Network capacity expansion to consume sizeable amount of profit at the
initial stages, with high financing costs.


1) Research Methodology Author: Pratap Keshari Khatoi C.R. Kothari 2) Marketing Management Author: C.N Sontakki Philip Kotler 3) Essentials of marketing Author: B.A.V Sharma Magazine and Journals (1) (2) (3) (4) Business and Management chronicles The Times of India Economics Times Business World WEBSITES:-

(1) (2)

www.google.co.in www.aircel.co.cin

Sample of the questionnaire as provide by the company for the purpose of market survey:
Comprehensive study of retail visibility of Aircel vs. competitors Owner Name. ______________________

Outlet Name & Add.__________________ Contact no. ______________________ ______________________

Q1. What is the replenishment cycle of all operators? a). Aircel e).Reliance b). Idea f).Uninor c). Voda d). Airtel

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

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

Q4. Who takes care of pop activities? a). Merchandiser b). FOS

Q5. What is the life of hard visibility? a). Aircel e).Reliance b). Idea f).Uninor c ). Voda d ). Airtel

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 f). Reliance ««. b). Airtel g). Idea ..«... ..«.. c). Vodafone h). Others ..«.. ..«.. ..«.. ..«.. ..«.. d). Docomo e). Uninor

Q8. According to you, how company can make its presence better on retail outlet? a). Through better on shop branding, branding, c). Both (a) and (b), b). Through better in shop

d). Neither (a) nor (b).

Q6. Do the visibility tools of Aircel needs innovation?


Retail Visibility


Company Name



A4 Sheeter



G.S.B/In shop

Non- lit



1. 2. 3. 4. 5. 6. 7. 8.

Aircel Airtel Reliance Vodafone Docomo Uninor Idea Others




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