Summer Internship Report On “STRATEGIES TO INCREASE SALES IN DELHI”

By

Karan Khanna A0102209066 MBA (M&S) Class of 2011

Under the Supervision of

My faculty Guide
In Partial Fulfilment of Award of Master of Business Administration

AMITY BUSINESS SCHOOL AMITY UNIVERSITY UTTAR PRADESH SECTOR 125, NOIDA - 201303, UTTAR PRADESH, INDIA 2010

ACKNOWLEDGEMENT

An understanding study like this is never the outcome of the efforts of a single person so I would like to express a word of thanks to all those whose sincere advice and information made my training period an educative and informative one. I would hence like to take this opportunity to thank Mr. Gaurav Bhateja, Prepaid Head, Vodafone (Delhi), for allowing me to work on project “Strategies to Increase Sales in Delhi (Wake up SID – Slums in Delhi)”. At the same time, I would also like to extend all my gratitude to Ms Anita Venaik, my faculty guide in college who was always ready to help me with her valuable guidance and support. I would also like to take the opportunity to specially thank Mr. Rahul Jha, Assitant Manager, Sales and Mr. Kapil Sahai, Distribution Head (Delhi), for assisting me with different kinds of information that helped me immensely to carry out this project successfully in a team. His patience with me as an intern was remarkable. Without his invaluable support, guidance and co-operation, my internship project would not have been possible.

Karan Khanna MBA – M&S Enroll. No. – A0102209066 BATCH- 2009-2011

AMITY UNIVERSITY UTTAR PRADESH AMITY BUSINESS SCHOOL

DECLARATION

I, Karan Khanna student of Masters of Business Administration from Amity Business School, Amity University Uttar Pradesh hereby declare that I have completed Summer Internship on “Strategies to increase Sales in Delhi (Wake up SID – Slums In Delhi)” as part of the course requirement.

I further declare that the information presented in this project is true and original to the best of my knowledge.

Date: 15/07/2010 Karan Khanna Enroll. No: A0102209066 MBA – M&S (2009-2011) Place: Noida

Amity University Uttar Pradesh has completed Summer Internship on “Strategies to Increase Sales in Delhi – Wake Up SID”.AMITY UNIVERSITY UTTAR PRADESH AMITY BUSINESS SCHOOL CERTIFICATE I hereby certify that Karan Khanna student of Masters of Business Administration (Marketing and Sales) at Amity Business School. My Faculty Guide Department of Information Technology . under my guidance.

which.S. Inexpensive cell phones are now indispensable to consumers from Haiti to Africa to New Guinea. under the Hutch brand.41 billion in 2003. including cable TV systems. has been named the 'Most Respected Telecom Company'. since cable companies are now aggressively offering local exchange service and high-speed Internet access. Global wireless subscribers will grow to over 5.ABSTRACT Telecom in the real sense means transfer of information between two distant points in space.01 billion at the end of 2008. but also advanced technology-based services including wireless communications.000 shops . and represents 59. No other industry touches as many technology-related business sectors as telecommunications.5 billion by 2011 to 2012. fiber-optics and satellites. encompasses not only the traditional areas of local and long-distance telephone service. services and politics that is truly global in nature. Vodafone Essar in India is a subsidiary of Vodafone Group Plc and commenced operations in 1994 when its predecessor Hutchison Telecom acquired the cellular licence for Mumbai.2%. Telecom is also deeply intertwined with entertainment of all types. Telecom stands as one of the most essential elements of the business world in terms of connecting the world. the 'Best Mobile Service in the country' Corporate Catalyst India A report on Indian Telecom Industry and the 'Most Creative and Most Effective Advertiser of the Year'. the Internet. Vodafone Essar.3% of world population. as low-cost providers are making service prices low enough to be affordable for vast numbers of people in Third World nations. companies.78 million customers. with over 45. This is a compound annual growth rate of 23. alone. The International Telecommunication Union (ITU) estimates the number of mobile subscribers worldwide at 4. Vodafone Essar is expecting to touch over 35 million customers across 400. up from 1. Vodafone Essar now has operations in 16 circles covering 86% of India's mobile customer base. with over 1 million employees in the U. by definition. Telecommunications remains one of the largest providers of employment in the world. Telecom is a huge and varied bastion of technologies.

In this very industry the market leader 3 years ago has gone into oblivion and new market leaders have emerged. quality and services and understanding of the target market. So.and thousand of hutch’s own employees along with employees of its business associates. The telecom market is expanding and there is huge scope for a well established brand to tap its share of benefits. . Vodafone along with its name and right mix of strategies has quite a good growth potential in the India market. All it takes is the right choice of price.

Conclusion and Limitations…………………………. Wake up S-I-D …………………………………………………………32 6.40-44 ..TABLE OF CONTENTS 1.10 1.1. Vodafone in 2010 ………………………………………………………10 1.16-22 4..23-26 4..2.26 5. Vodafone Recognitions ………………………………………………12 2.13-15 3. Vodafone Sales and Distribution …………………………………………. Data Analysis and Interpretation …………………………………………. Literature Review ………………………………………………………….28 5.2.. Market Survey 1 ……………………………………………………….. 912 1. Introduction …………………………………………………………………. Data Collection …………………………………………………………….3. Market Survey 2 ………………………………………………………. Recommendations. Company Introduction ……………………………………………….25 4. Findings of the Market Survey ……………………………………….2.1.27-39 5.1.

. Bibliography ……………………………………………………………….45-46 CHAPTER 1 INTRODUCTION .7..

formerly known as Hutchison Essar is a cellular operator in India that covers 23 telecom circles in India based in Mumbai. piping Reliance Communications. Hinduja Group. Power. The whole company was valued at USD 18. and Essar Group. Communications. It is the second largest mobile phone operator in terms of revenue behind Bharti Airtel. and third largest in terms of customers. Vodafone agreed to acquire the controlling interest of 67% held by Li Ka Shing Holdings in Hutch-Essar for US$11. 1. its products are simply branded Vodafone. The transaction closed on May 8. Despite the official name being Vodafone Essar. It offers both prepaid and postpaid GSM cellular phone coverage throughout India with good presence in the metros.8 billion. Vodafone currently has equity interests in 31 countries across five continents and around 40 partner networks worldwide. Africa. and Projects. **Figures from Cellular Operators Association of India. Shipping Ports & Logistics. 2007.1 Vodafone Essar is the Indian subsidiary of Vodafone Group and commenced operations in 1994 when its predecessor Hutchison Telecom acquired the cellular license for Mumbai.2 VODAFONE IN 2010 . The Essar Group is a diversified business corporation with a balanced portfolio of assets in the manufacturing and services sectors of Steel.85 million customers**. Vodafone is the world's leading international mobile communications group with approximately 341 million proportionate customers as on 31 March 2010. The company now has operations across the country with over 100. which is the owner of the remaining 33%. Energy.1 billion. Vodafone Essar. 2007. Europe and the Americas. Vodafone Essar is owned by Vodafone 67% and Essar Group 33%.000 people across offices in Asia. Essar employs more than 50.1. March 2010. On February 11.

Vodafone group reported an increase of 8.2% in EBITDA. . the government has garnered revenue worth Rs 67. With a distribution reach of over 1. the end of this much awaited auction comes as a relief to both operators and government. while Vodafone India registered a growth of 14. Gujrat. As in august ’09. 34 days of hectic auction and 184 rounds of bidding. UP west and West Bengal are now in Vodafone 3G kitty. This is great news for Vodafone which has won 9 circles for a bid amount of Rs. 11.4% in revenue to £44. With more and more people looking forward to accessing information and getting faster data access and multimedia services through their mobile phones. Vodafone is well-geared to now serve customers residing in the remotest corners of India.719 crores with the end of 3G auctions. Kolkata. and have reached the significant milestone of 100 million customers. resulting in no single operator emerging as a single winner for 3G services. After 4 year delay. Vodafone wins have turned out to be the best in terms of revenue potential market. Circles like Delhi. The mobile industry in India has entered an exciting phase with 3G becoming a reality. Mumbai. This is destined to pave the way for Vodafone to deliver services like video calling and high speed internet using phones.5 Billion and an operating profit of £11. Around 60% of the Company’s customer additions now come from upcountry areas. Maharastra. The Indian operations have consistently gained revenue market share. Vodafone and Bharti have paid a combined $5. instead of going all out to take an all India footprint.7% in revenue and 9.617. Vodafone Essar becomes the world’s fifth operator with 100 million customers in a single country. Third generation or 3G mobile technology services have been introduced in over 100 countries worldwide.1 Billion for 3G mobile licenses in India.2 million outlets. Tamil Nadu. Vodafone has increased its market share to consolidate its position as India’s second largest operator in terms of revenue.9 Billion for the year ending 31st march ‘10.86 crores. One of the key points that emerged post the auction was the fact that the operators seem to have focused on specific circles. Haryana. there were around 870 million 3G subscribers globally.

under the hutch brand has been named the: o Most Respected Telecom Company o Best mobile Service in the Country o Most Creative and Most Effective Advertiser of the year • Vodafone has won the first Glitter Box award by PETA (People for Ethical Treatment for Animals) India for its popular 'ZooZoo' advertisement. . event marketing. The awards cover 21 categories across all marketing disciplines. • Vodafone Essar. sales promotion.two Gold and one Silver. eco/green marketing.1. and combining creativity with effectiveness to build world class brands. (April. announced that its Zoozoo campaign won three accolades . to name but a few. one of India’s leading cellular services provider. They are designed to set the standard for effective marketing within the region. product design. The awards honour effective marketing campaigns that delivered ROI and transform businesses. and aim to uncover the campaigns that show results through innovative spirit. interactive marketing.3 Vodafone Recognition • Vodafone Essar. 2010) About AME Awards The Asian Marketing Effectiveness Awards are the region's most prestigious awards that celebrate resourceful Asian marketing. including advertising. at the Asia Marketing Effectiveness (AME) awards ceremony. direct marketing.

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CHAPTER 2 REVIEW OF LITRATURE .

3 4 Minister for Housing and Urban Poverty Alleviation UN Report. as there was no net addition to fixed line subscriptions. The number of users in the wire line segment remained unchanged at 36. With this addition. the total number of telephone subscribers (wireless and wire line) in India increased to 621.28 million at the end of March. April 14th.60.India’s slum-dwelling population had risen from 27.9 million in 1981 to 61. The Minister for Housing and Urban Poverty Alleviation. India’s economy has grown by an average of 8 per cent annually over the past four years. which increased from 683 million in 1981 to 1. The wireless subscriber base increased by 3. and yet a quarter of its population of 1. from 600.03 billion in 2001. has the country’s second-largest slum population.38 per cent in March. the world’s second most crowded country. More people in India. the mobile subscriber base in the country has jumped to 584. when the last census was done. but only about 366 million people or 31 per cent of the population had access to improved sanitation in 20084. The wireless Tele – density stands at 49. followed by Calcutta with about 1. the total telecom subscriber base registered a growth of 3. With operators slashing tariffs further and new telecom players offering innovative schemes. indicating that markets in the metros are saturating.6 per cent from its February user base of 564. which have been witnessed negative to flat growth for quite sometime now.8 million people.96 million.density in India touched has 52. said. The maximum new additions for operators came from the Circle B and C cities. 2010. The expansion of India’s slums is partly due to the rise in India’s total population. have access to a mobile telephone than to a toilet. With the addition of 20 million new users in March. Delhi. 2010. which indicates that every 53 out of every 100 people in India owns a telephone connection (wireless or wire line). the overall Tele . the national capital.8 million in 2001. India has some 545 million cell phones. according to a new UN study on how to cut the number of people with inadequate sanitation. totalling about 1. according to Telecom Regulatory Authority of India. 2010.02 million. With this.74.32 million customers. enough to serve about 45 per cent of the population.98 million in February.1 billion still lives on less than $1 (50p) a day.5 million3. the sectoral regulator said in a statement. India has more mobile telephones than toilets . the highest ever this year.

53 per cent share and Vodafone with a 17.84 per cent share of the market at the end of March. followed by state-run MTNL.02 million in February.96 million. Bharti Airtel. holding a 75.75 million in March. In the wire line segment. While the subscriber base in the wireless segment increased from 564.59 million in February to 8. by adding 3. the statement added.31 percent market share as on March 31. In comparison. a growth of around 2 per cent5. Bharti Airtel added 3 million users to expand its subscriber base to 127. data showed. However. the number of users in the wire line segment remained unchanged at 36. Vodafone trumped the country's largest operator. 5 The Indian Express Limited. The broadband subscriber base increased from 8. Bharti Airtel remained the leader with a 21.26 per cent share. TRAI said. 2010.In the wireless segment. Bharat Sanchar Nigam Ltd remained the biggest player. 2010. followed by Reliance Communications with a 17. taking its total number of users to 100 million.6 million.6 million subscribers in March. followed by Reliance Communications and Bharti Airtel. APRIL 27 2010. . Vodafone was able to add the maximum number of new users to its network.

CHAPTER 3 SALES AND DISTRIBUTION .

Delhi 3. Chennai 5. Assam 19. ‘A’ circle. Punjab 9. 1. ‘B’ circle. Kolkata 4. Uttar Pradesh – East (‘B’ circle) 12. Gujarat 6.Vodafone Delhi Vodafone in India is divided into 23 circles. Uttar Pradesh – West (‘B’ circle) . Andra Preadesh 7. Maharashtra 15. HP 23. Karnatka 8. Jammu & Kashmir (Metro) (Metro) (Metro) (Metro) (‘A’ circle) (‘A’ circle) (‘A’ circle) (‘B’ circle) (‘B’ circle) (‘B’ circle) (‘B’ circle) (‘A’ circle) (‘A’ circle) (‘B’ circle) (‘C’ circle) (‘C’ circle) (‘C’ circle) (‘B’ circle) (‘C’ circle) (‘C’ circle) (‘C’ circle) 10. Rajasthan 13. Orissa 18. Each circle has its own working. West Bengal 14. Haryana 11. These circles are categorised by COAI (Cellular Operator Authority of India) into four categories Metros. Mumbai 2. North East 20. Tamil Nadu 16. Madhya Pradesh 21. ‘C’ circle. Kerala 17. Bihar 22.

66% 0.81% 9.09% 0.07% 23. No.13% 1. 1 2 3 4 5 6 7 8 9 10 11 12 Name of Company Bharti Airtel Vodafone Essar IDEA BSNL Aircel Reliance Telecom Uninor MTNL Loop Mobile Videocon Stel Etisalat All India Total Sub Figures 133619705 106347368 66726802 65790606 40079531 16311206 5012929 4857967 2911685 1394543 1233247 10122 444295711 % Market Share 30.02% 14.Reliance Telecom figures are not included as the same is not being reported.00% Note: .May'2010 Sl.94% 15.28% 0. .ALL INDIA MARKET SHARE Group Company wise % market share .67% 1.02% 3.31% 0.00% 100.

Sales in Delhi are divided into four zones and further into nine regions as follows: In Delhi – NCR region we have: 4 Zone Heads 9 Assistant Sales Managers (ASM) 42 Relationship Managers (RM) 36 PRE     .

.3. Vodafone handsets are also available in the market with a diverse price range starting from Rs999. bonus cards and world calling cards have different denominations. which fulfil the entire need of the customer. Coupons.2 VODAFONE PREPAID INCLUDES Vodafone prepaid have a wide variety of products from coupons to bonus cards to easy recharge.

3. Every distributor has been assigned an area beyond which selling is not allowed. Distributors have different types of manpower to handle different sales. Coupons and Handsets) ADSE (for Activation)  VODAFONE SALES HIERARCHY .3 DISTRIBUTION Delhi – NCR is divided into 4 zones and further 9 regions which have 67 distributors.  RDSE (for Easy Recharge.

Vodafone has 4 zone managers. 3000 per month for consecutive 3 months are considered as stable outlets o These outlets are served by RDSE’s. 9 assistant managers and 42 relationship managers in Delhi – NCR region. ADSE’s and PRE’s as well. For smooth workflow the following hierarchy is followed Vodafone has 475 ADSE and 465 RDSE to cater to the entire of Delhi – NCR area that is total of 940 field sales person who serve lakhs of dealers across the city.These DSE’s reports to PRE’s and further these PRE report to RM’s (Relationship managers). VODAFONE DEALERS Vodafone dealers are categorized into three 3 types  E – Top outlets o Outlets selling recharge and coupons o These dealers are served by only RDSE’s  Activation and E – Top outlets: o Outlets selling new connections with easy recharge and coupons o They are served by both RDSE’s and ADSE’s  Stable Outlets o Outlets selling 3 new connections and selling easy recharge of Rs. Categorization of dealers on the basis of Activation only    Category ‘A’ outlets: 50 and more activation per month Category ‘B’ outlets: 25 – 49 activations per month Category ‘C’ outlets: 1 – 24 activations per month .

CHAPTER 4 DATA COLLECTION .

This will also help us to know which Vodafone products are in demand in different markets. We have defined specific parameters with respect to which we visited the market. For market survey observation method was used to analyse these parameters. 4. 3.The main motive to step into the market is to analyse the sales. the dealer should have complete knowledge of the product and the product range so that this knowledge can be passed on to the customers. Market Penetration 5. 6. 2. Parameters: 1. The result of the visit will be interpreted based on these parameters. Product Knowledge: To push the sales further. Availability: This will help us to know the dealers buying behaviour which can be distinguished according to different markets. Customer – Dealer Relationship 7. Revenue: We will analyse the revenue generated by different markets that is the urban and rural markets. Visibility: Vodafone visibility can be recorded so that we can analyse the total awareness in that area. This will help us to know the percentage that rural and urban markets contribute to total Vodafone sales. Competitive Position .

RM (Relationship Manager). For this purpose different days were assigned in a week to explore different markets. MARKET SURVEY: 1 The first week included exploring the market under south zone distributor “Krishna Enterprise” under who the following areas are assigned: • Lajpat Nagar -I. These can be divided into 2 categories: 1. The Urban markets consist of upscale markets in Delhi which have a high footfall. Rural market. Urban Market 2. Every posh locality in Delhi is followed by a slum cluster. while on the other hand the Rural markets include the slum clusters. . • Amar Colony. • Okhla Mandi and • Khan Market. PRE. • Shrinivaspuri. • lajpat Nagar – III. • Lajpat Nagar – II. • East of Kailash. • Garhi. different markets were visited with support of the distributor. ADSE and RDSE’s. To have a first hand experience. from urban high profile markets to rural slum clusters.Vodafone has diverse markets.

Visiting different dealers in various markets personally was very useful since it helped me knowing the different perceptions and behaviours of dealers to different situations. Associates has a total of 20 field sales executive. It was observed that. MARKET SURVEY: 2 To verify our inputs another week of market survey was done. This time we were working with another south zone distributor “P.S.Krishna Enterprise has 7 RDSEs and 8 ADSEs that amount to a total of around 13 field sales executives. These sales executives visit the listed markets on a regular basis. of low profile areas in order to consolidate our findings. Different under P. In a week’s time 4 – 5 markets were visited.S. This visit helped us to understand certain parameters on basis of which we can differentiate our inputs to urban markets and slum markets. the dealer’s perception and way of working was more or less the same. 10 ADSEs and 10 RDSEs. Associates” which has a higher no. that nearly included around 150 – 200 dealers. Second market visit was for a specific reason.S. The purpose of the visit was to get a first hand experience of the market and explore the different areas where Vodafone can focus in order to develop a strategy to keep their sales figures ticking. Associates are: • Khanpur • Dakshin Puri • Sangam Vihar • Pehlad Pur • Deovli Village P. .

CHAPTER 5 DATA ANALYSIS AND INTERPRETATION . We had a glimpse of the households. This time the objective of the survey was to know the customers buying power. the way dealers interact with the customers and how can we improve the dealer .Another 150 dealers were visited in a week’s time.customer relationship.

1 Findings of Market Survey • Krishna enterprise has a diverse market from an upscale khan market. which can be controlled and can be bended towards Vodafone. • The demand of bonus cards and tariff cards is higher where student population is more. Lajpat Nagar to low profile Garhi market. • It was observed that dealers in upscale markets believed in developing customer relations since they have more no. . • In these markets the customer buys any connection whichever comes in his/her mind.6. while on the other hand in a low profile market like Garhi there are more walk in customers and less of fixed customers. Parameters Revenue Urban Urban markets account for 59% of total sales revenue of Vodafone Delhi. • Another point of difference was in the customer’s recharge amounts in both the markets. In Garhi there is a higher demand of coupons of 10 and 30. Amar colony and East of Kailash form good examples of such areas. Rural Rural markets contribute to around 41% to Vodafone’s sales revenue. Difference in the rural and urban markets. and on the other hand coupons of 30. 60 and 120 are more in demand in markets like Lajpat Nagar. of fixed customers as compared to walk in customers.

But in rural markets Competitive Position In these markets demand . In urban markets visibility options are more as shops having large area can be utilised to display and flaunt their brand. Customer relations are good because they have more no. Customer Dealer Relationship In rural market dealer’s rely more on walk ins therefore customer interaction and customer relation is less. Visibility in urban markets is fully utilised as urban markets have more visibility options such as big shops can have in shop brandings. dealers keep the entire range of recharge coupons and tariff cards. People here use mobile and make recharge on daily basis.Availability In these markets. Visibility is inappropriate in these areas which can be increased and due to which the sales can be increased. All the dealers are up to date on new tariffs and schemes because a demand for bonus cards is higher in these areas. of fixed customers. To cater to these needs dealers stock low value recharge coupons Rural markets have small shops which have less visibility options. In these markets dealers have full product knowledge. Visibility Product Knowledge Product knowledge in slums is very limited and can be increased. The demand for the bonus cards is higher as more people are aware of the schemes and want to cut down their call rates. Dealers in these markets keep stock of low value recharge coupons and very limited tariff cards. big backlit Vodafone boards etc.

These low profile markets have an immense capacity and huge opportunities to grow. These parameters helped us to identify the areas that have lesser sales and can thus be improved. Vodafone can increase sales to a large extent. Population in these areas is such that the sales can be manifolds. urban markets contribute to a large extent in Delhi. There is a scope of improvement which can help to increase sales. Increase in dealer base will increase in sales. then it can be converted into a telecom shop. In slums in Delhi the penetration is to be improved so that there is full market coverage. Targeting these slums in Delhi. customer buys other brands as well which ever best suits their needs or whichever brand dealer pushes and is most economical. dealer base in appropriate. Rural markets have huge potential that can be grabbed to increase sales. which caters to entire Delhi – NCR region. On the other hand rural areas also contribute a good percentage in sales revenue but can be increased extensively. While in rural . Vodafone has a wide distribution network.of Vodafone and Airtel is more as compared to other telecom brands in the market. In terms of revenue generation. Penetration in urban markets has almost reached saturation level and there is very little scope of improvement in terms of penetration in urban markets. Every corner of a Gali has a shop if not telecom. Slums in Delhi have a huge potential to grow. This differentiation between urban and rural markets helped us to know the areas which are fully utilised and area which are not fully utilised. This can be stopped if there is more visibility and awareness. While buying a new connection customer prefers these two brands. Penetration Penetration in urban market is up to date.NCR region.

People participated in the discussion was the Prepaid Head. visibility and awareness should be increased.markets the penetration is good but still there exists a large number of untapped areas which can be captured owing to availability of a huge potential in such areas. Visibility will help Vodafone to get into the eyes of the customer and customers buying other connections can be attracted towards Vodafone. For this to be implemented. If we talk about awareness not only Vodafone awareness but also the telecom as a whole should be increased. After analysing these markets. These parameters were also discussed with respect to the urban and rural markets. A week’s discussion took place and all the finding and parameters were discussed in detail. they came up with a project which will focus on the slums only. project “WAKE UP SID” was proposed by the company i. This project will include all the slums and low profile areas of Delhi. higher will be the sales.e. so that the gap between these markets can be filled. Assistant manager sales. To increase sales in slums. WAKE UP Slums In Delhi . The sales will be increased by certain sales or marketing activities that will done in certain allocated areas. gaining these inputs and the through discussion the solution to increase sales in Delhi in nutshell is to concentrate on these slums. After the discussion. More would be the market coverage. These inputs were discussed in the company. Distribution head.

WAKE UP S-I-D (Slums in Delhi) Telecom market has almost reached saturation level due to excessive competition.909 0.874 2.049 3.874 3.448 3.099 1. To increase sales. Type of Settlement and Population of areas in Delhi S no 1 2 3 4 5 6 7 8 Type of settlement Jhughi Jhompri Clusters Slum Designated Areas Unauthorized Colonies Resettlement Colonies Rural Village Regularized – Unauthorized Colonies Urban Villages Planned Colonies TOTAL Approx population in millions (2006) 2.909 16.148 0. To increase sales more penetration is required.5 Source: Delhi Development Report 2008 (Delhi Water Supply and Sewerage Project Preparation Study Report) . This can be achieved by reaching deep into these low profile markets by creating new dealers and convincing non-telecom shops to sell Vodafone products. the market coverage in terms of dealer base should be good. This will help Vodafone to place their product in every nuk and corner of these slums.

The primary objective of this stage is to find the list of slums and segregate according to the zone i. north. Slum Upgrading programme Volume I This project has been divided into different stages.e. The slum identification was a difficult task as in Delhi there are numerous slums that have not been officially identified by the government. 1. LIST OF SLUMS ZONE WISE AREA South Delhi South Delhi South Delhi South Delhi South Delhi South Delhi MARKET Khanpur J. west and south. The First stage was to identify the slum areas.**Red dot denotes the location and size of Slum Cluster Source: Delhi Urban Environment and Infrastructure Improvement project Part III.J colony dakshin puri Sangam Vihar Badar Pur Nizammuddin Govind Puri . east.

K Puram Sec-3 Ajmeri Gate Pahar Ganj Farid puri Bapa nagar Prem Nagar Nehru nagar Khwaza basti Todapur Karol bag terminal Anand Parbat Manak pura Inder puri Shalimar Bagh Wazir Pur Village Narela Badli Shahabad Dairy Bhalaswa dairy Subzi Mandi Bawana Kishan Ganj Lal bagh Bharat Nagar Shakti Nagar Azad Pur Lawrance rd indl area Alipur Pratap Nagar Jhangir Puri Swaroop nagar extn Gokul Puri Shastri Park Jafrabad Bhram puri Mandawali Seelam Pur Seemapuri Shakarpur Ghazi pur Village Ambedkar Basti Babar Pur Mandoli DHANSA .South Delhi South Delhi South Delhi South Delhi South Delhi South Delhi South Delhi South Delhi South Delhi South Delhi South Delhi Central Delhi Central Delhi Central Delhi Central Delhi Central Delhi Central Delhi Central Delhi Central Delhi Central Delhi Central Delhi Central Delhi Central Delhi North delhi North delhi North delhi North delhi North delhi North delhi North delhi North delhi North delhi North delhi North delhi North delhi North delhi North delhi North delhi North delhi North delhi North delhi East Delhi East Delhi East Delhi East Delhi East Delhi East Delhi East Delhi East Delhi East Delhi East Delhi East Delhi East Delhi West Delhi Bhogal Okhla Pehlad Pur Mahrauli Hauzrani Village Tughlakabad Sewa Nagar Mahipal pur Deovli Village Chhatar pur R.

365 121.230 105.105 110.887 88.635 31.000 25. BAKKARWALA MAYAPURI shiv vihar Shah Pura durga park TAGORE GDN CHUNA BHATTI Dada Dev Road.378 252.474 164. This data will help us to recognize the main areas where we have more population.984 65.870 39. Mostly the population data was taken from the census report of 2001 because some areas are not listed in the ward wise census report 2001.000 14. of people residing there.234 73.J colony dakshin puri Sangam Vihar Badar Pur Nizammuddin Govind Puri Bhogal Okhla Pehlad Pur Mahrauli Hauzrani Village Tughlakabad Sewa Nagar Mahipal pur Deovli Village Chhatar pur R.000 10. the list that has been completed in the first stage is updated with the population of that area. Total Population 23.K Puram Sec-3 Ajmeri Gate Pahar Ganj Farid puri Bapa nagar .900 129. From this we can get a tentative idea of the no.698 12.000 AREA South Delhi South Delhi South Delhi South Delhi South Delhi South Delhi South Delhi South Delhi South Delhi South Delhi South Delhi South Delhi South Delhi South Delhi South Delhi South Delhi South Delhi Central Delhi Central Delhi Central Delhi Central Delhi MARKET Khanpur J.870 194.West Delhi West Delhi West Delhi West Delhi West Delhi West Delhi West Delhi West Delhi West Delhi West Delhi West Delhi West Delhi West Delhi West Delhi West Delhi West Delhi West Delhi West Delhi QUTUB VIHER JAI VIHAR .000 30.230 131.591 4.J Colony 2.Harijan Basti AMAN VIHAR RAMA ROAD Shahbad Mohmad Pur Kanjhawala.Jonti SECTOR 24 PV NEAR WHITE HOUSE TARUN ENCLAVE TIKRI BORDER Ghavra J.135 51. Secondly.

Jonti SECTOR 24 PV NEAR WHITE HOUSE 20.000 30.693 83.000 15.832 80.000 100.000 10.000 3.000 .Central Delhi Central Delhi Central Delhi Central Delhi Central Delhi Central Delhi Central Delhi Central Delhi North delhi North delhi North delhi North delhi North delhi North delhi North delhi North delhi North delhi North delhi North delhi North delhi North delhi North delhi North delhi North delhi North delhi North delhi East Delhi East Delhi East Delhi East Delhi East Delhi East Delhi East Delhi East Delhi East Delhi East Delhi East Delhi East Delhi West Delhi West Delhi West Delhi West Delhi West Delhi West Delhi West Delhi West Delhi West Delhi West Delhi West Delhi West Delhi West Delhi West Delhi West Delhi West Delhi Prem Nagar Nehru nagar Khwaza basti Todapur Karol bag terminal Anand Parbat Manak pura Inder puri Shalimar Bagh Wazir Pur Village Narela Badli Shahabad Dairy Bhalaswa dairy Subzi Mandi Bawana Kishan Ganj Lal bagh Bharat Nagar Shakti Nagar Azad Pur Lawrance rd indl area Alipur Pratap Nagar Jhangir Puri Swaroop nagar extn Gokul Puri Shastri Park Jafrabad Bhram puri Mandawali Seelam Pur Seemapuri Shakarpur Ghazi pur Village Ambedkar Basti Babar Pur Mandoli DHANSA QUTUB VIHER JAI VIHAR .000 75.000 15.576 103.000 12.000 20.000 10.000 2.000 10.000 10.000 35.000 35.000 3.000 5.000 3.647 55.000 20.000 45.000 12.Harijan Basti AMAN VIHAR RAMA ROAD Shahbad Mohmad Pur Kanjhawala.000 142.000 18.000 12.000 25.000 18.000 7.718 106.000 30.000 10.000 15.000 8. BAKKARWALA MAYAPURI shiv vihar Shah Pura durga park TAGORE GDN CHUNA BHATTI Dada Dev Road.000 18.000 40.036 100.000 80.165 5.000 7.000 20.000 6.000 95.000 4.000 20.000 2.000 15.000 15.000 10.000 20.000 15.

The next stage is to calculate the DPL (Dealer per Lakh).000 51. No.J Colony 1. We can calculate DPL by dividing the total no. of recharge outlets of that area by the population of that area. of Activation Outlets d. of activation of that area 4. The duration of this project was from April 2009 to March 2010. The final DPL achieved at the end of March 2010 was 39000. This is the concept that Vodafone follows to calculate the market coverage of Vodafone. of Recharge outlets e. Distributor Sales Executive (DSE) c. The “Pappu” project was a great success for Vodafone which helped them to widen their distribution network.000 17. No. This DPL concept was started by Vodafone in 2009 under the project named “Pappu”. . The idea behind this project was to increase the dealer base so intensively that every corner shop should have Vodafone recharge and even the smallest member of the family or the household servant (pappu) can get the recharge done. Total Recharge value of the area f. which almost neared the targeted DPL. after we have the list of slums with the population then we’ll analyse the available resources that Vodafone has in that respective area. At the start of the project in 2009 the DPL was around 140 -150 while the targeted DPL was 200. Vodafone resources includes: a.000 3. Total no. To get this targeted DPL Vodafone had to increase the no. This stage is very important. of dealers to 40000. Distributor b.West Delhi West Delhi West Delhi TARUN ENCLAVE TIKRI BORDER Ghavra J.

K Puram Sec-3 Ajmeri Gate Pahar Ganj Farid puri Bapa nagar Prem Nagar Nehru nagar Khwaza basti Todapur Karol bag terminal Anand Parbat Manak pura Inder puri Shalimar Bagh Wazir Pur Village Narela Badli Shahabad Dairy Bhalaswa dairy Subzi Mandi Bawana Kishan Ganj Lal bagh Bharat Nagar Shakti Nagar Azad Pur Lawrance rd indl area Alipur Pratap Nagar Jhangir Puri Swaroop nagar extn Gokul Puri Shastri Park Jafrabad Bhram puri DPL 327 246 177 172 143 127 122 106 105 90 86 85 82 68 64 53 50 214 240 280 233 300 250 250 400 600 200 200 178 545 333 433 200 250 250 214 200 200 200 186 185 180 180 178 147 133 50 150 127 107 102 .J colony dakshin puri Sangam Vihar Badar Pur Nizammuddin Govind Puri Bhogal Okhla Pehlad Pur Mahrauli Hauzrani Village Tughlakabad Sewa Nagar Mahipal pur Deovli Village Chhatar pur R.LIST OF SLUMS WITH THE CURRENT DPL MARKET Khanpur J.

Jonti SECTOR 24 PV NEAR WHITE HOUSE TARUN ENCLAVE TIKRI BORDER Ghavra J. Areas which have 100 – 150 DPL are proposed some activities to increase sales.Harijan Basti AMAN VIHAR RAMA ROAD Shahbad Mohmad Pur Kanjhawala. In areas of low penetration we are increasing the dealers so that the current DPL is increased. The activities can be of marketing activities as well as sales activities.Mandawali Seelam Pur Seemapuri Shakarpur Ghazi pur Village Ambedkar Basti Babar Pur Mandoli DHANSA QUTUB VIHER JAI VIHAR . BAKKARWALA MAYAPURI shiv vihar Shah Pura durga park TAGORE GDN CHUNA BHATTI Dada Dev Road. If the DPL is less than 100 then we work towards increasing the DPL.J Colony 100 63 61 42 38 27 25 10 180 150 160 175 173 157 183 144 144 140 129 129 120 105 100 100 100 92 82 5. while on the other hand we perform activities where current DPL is good. . In this stage we analyse the DPL of each area. Firstly the sales activities will be done the next step is to sit with the marketing department to plan marketing activities Wake up SID will increase the sales in slums by performing activities there. These activities can be marketing or sales activities.

CHAPTER 6 RECOMMENDATIONS. CONCLUSION AND LIMITATIONS .

The share given to the AD will help them to sell more and find new dealers. This activity will increase sales as customers will buy our product to satisfy their communication needs. 2.  Supervision of the activity will be done by RM of that area. This model will help in increasing the DPL of the areas which have low DPL.Recommendations (Proposed Activities) 1. with one ADSE and one RDSE at the stall. AD will get the share of the sales of those outlets started by him and a fixed salary by Vodafone. but the DSEs handling these areas have many shops to cover in day. outside the best dealer or at the most crowded place which has the highest foot fall. Vodafone Camps to increase awareness and giving the customers knowledge about schemes and offers which suit their best needs. Giving the solution for their requirement will help increase loyalty and increase prospect of brand switching. This reduces the opportunity to open new outlets. DETAILS: Objective The objective of the activity is to attract customers by giving them product specific benefits and selling new connections by satisfying their daily communication needs with help of Vodafone offers and Tariff plans. To overcome this AD model is proposed. The AD will open new shops in that area so that the dealer base and sales are increased.  It will be a two day activity. Minutes of the Activity:  Setting up of a Vodafone stalls in the designated area. AD Model: DETAILS: Penetration in slums can be increased. . In this AD (Associate Distributor) Model a person (AD) will be employed of the same profile as the Direct Sales Executive (DSE) who will work in the assigned area with the distributor.

CSR (corporate Social Responsibility): Vodafone cold water taps in care of best outlet in the respective area. A special pack of two numbers can be provided with a free calling facility.  Regular supervision can be done by ADSE or RDSE who is responsible for that dealer. These promotions will motivate customers to buy them for their daily communication. It would be a permanent visibility solution as the cooler will have a full Vodafone branding. Minutes of the Activity  Placing a water cooler outside the premises of the best dealer of the assigned area.3.  This CSR activity also suits the Vodafone “HAPPY TO HELP” tag. Once we have the numbers working our recharge sales can be increased. This will also increase the visibility and image of the company. Summer in Delhi last of 6-8 months in a year. which can be achieved by special Vodafone product.  Running of the water cooler will be done by the dealer. DETAILS Objective Objective is to force customers to buy Vodafone for their daily communication. 4. helping them with water to drink will make an impact in mind of the customer. Minutes of the Product  A special pack of two similar numbers. DETAILS: Objective The main objective of this CSR activity is to improve the visibility of the company with providing benefit to the residents of that area. . Any technical faults in the water cooler will be rectified by Vodafone.

5. Free calling between them. Vodafone Sponsored “GULLY CRICKET”: Vodafone organising gully cricket tournament in slums.  Man of the Tournament will be presented with a Vodafone handset (Model – CLR 236. This activity will make a strong impact in the customers mind and will help people to bend towards Vodafone.  This product can be initiated from SID and further can be launched in other markets. This will help Vodafone to increase awareness among youth in slums. MRP 1199).  Team should have at least six players and all players should possess a Vodafone connection to register.  Special dealer incentive can be proposed to give a kick start to the product. Minutes of the Promotion  A two day gully cricket tournament with six players a side and six overs each.  Dealers by default will promote this product as they are getting two activations at same time with one product. DETAILS Objective This promotion will help Vodafone to increase awareness among youths in SID.  Both the numbers can be activated by one ID proof. .  In every match we’ll pick a best batsman and a bowler to present him with a Vodafone T-shirt.

This being one of the initiative by the company. Out of all the suggestions from my end. with discussion and alteration with the Vodafone The proposal of AD (Associate Distributor) model is accepted and being implemented. It specifically focuses on the untapped low profile markets which have great capacity to improve and increase sales. We can hire 2-3 promoters who will work in coordination with the ADSE. RDSE and PRE. a lot more is on its way on the similar lines. RM and ASM can present goodies to the winners. This project will help Vodafone to increase sales in Delhi – NCR region. The studied markets were taken as the universal sample data for the analysis. it was not feasible enough to visit all the markets for inputs. few of the target areas have not been covered. . LIMITATIONS  The targeted sample size which is Delhi region has 67 distributors. already the sales push has been started by Vodafone next is to decide the sales and marketing activities which will be implemented in the targeted areas. CONCLUSION Vodafone is very aggressive in this telecom industry.NCR region. The project “Wake up SID” is implemented from 1st of July 2010 by Vodafone in Delhi .  Therefore. They constantly change and improve their selling strategies. hundreds of markets and thousand of dealers. In the short time span of two months.

CHAPTER 7 BIBILOGRAPHY .

2010. April 14th. April 2010  Wikipedia (http://en.  Vodafone.com  Vodafone News Letter. Minister for Housing and Urban Poverty Alleviation  UN Report.org/wiki/Vodafone_India) . APRIL 27 2010.wikipedia. India has more mobile telephones than toilets  The Indian Express Limited.