“IT’S TIME TO MOVE ON”

PROJECT REPORT ON
PROMOTION AND SATISFACTION LEVEL OF
AIRCEL POCKET INTERNET .
SUBMITTED TO THE BUSINESS SCHOOL, UNIVERSITY OF JAMMU

FOR THE AWARD OF DEGREE OF

MASTER OF BUSINESS ADMINISTRATION

SUBMITTED BY:

ABROO HUSSAIN BHAT 138-MBA-09

ABASS UL HASSAN MIR 123-MBA-09

RAMEEZ SHAFI SHEIKH 155-MBA-09

MOHMMAD AARIF MALIK 130-MBA-09

SUNNY AMBARDAR 124-MBA-09

1
 DECLARATION

We

ABROO HUSSAIN BHAT 138-MBA-09

ABASS UL HASSAN MIR 123-MBA-09

RAMEEZ SHAFI SHEIKH 155-MBA-09

MOHMMAD AARIF MALIK 130-MBA-09

SUNNY AMBARDAR 124-MBA-09

have done the project work on the topic "Promotion and Satisfaction
Level of Aircel Pocket Internet of VAS (GPRS) in Telecom" completed at
Aircel- Dishnet Wireless Ltd., Jammu and submitted under the guidance
Lect.Pooja Sharma and supervision of "Mr. Shameem Mohammed" is
our original work. The preparation of our project report is based on our
personal findings, interaction with the official employees and
customers.

2
 ACKNOWLEDGEMENT

A successful project is the result of a good team-work which consists of

not only the partners who put in their long and hard work but also those who

guided them. Indeed a true saying.

First of all, we would like to thank our Director Dr Ankur Gupta,

Model Institute of Engineering and Training Jammu, to give an opportunity to

study in this Institute.

We are also grateful to Project Guide Mr Shameem Mohammad

Marketing Manager Aircel J&K for providing necessary information, invaluable

cooperation, encouragement and all the technical help during the completion of

my project.

I am also thankful to Prof. Brig P.N Sharma, (HoD, MBA Dept.

MIET) for his moral support and continuous encouragement. His help has been

instrumental in making this project a success.

Last but certainly not least; we would like to thank the entire MBA Dept.

and for their co-operation and support.

3
 TABLE OF CONTENTS

S. Page
No Contents No.
.
1 Profile Industry. 6
Company profile. 9
2.1 Introductions. 10
2 2.2 Mission statement. 12
2.3 Goals and values. 13
2.4 Market share in J&K. 14
3 Analysis. 15
4 SWOT Analysis 17
5 Marketing & its Scope 21
6 Telecom Density 26
7 Value Added Services 27
Organizational Chart 34
Introduction to the project. 35
8 8.1 Objectives 38
8.2 Target Assigned. 40
8.3 Limitations 41
9 Research Methodology 42
10 Analysis of Project 47
11 Questionnaire 49
12 Observation and Findings 56
13 Suggestions 58
14 Learning and Experiences 59

4
INDUSTRY
PROFILE

5
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 communicare, 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.
Telecommunication systems are generally designed by telecommunication
engineers. Early inventors in the field include Elisha Gray, Alexander Bell,
Nikola Tesla, Guglielmo Marconi and John Logie Baird. In recent times, optical
fibre has radically improved the bandwidth available for intercontinental
communication, helping to facilitate a faster and richer Internet experience.
And, digital television has eliminated effects such as snowy pictures and
ghosting. Telecommunication remains an important part of the world economy
and the telecommunication industry's revenue has been placed at just under 3%
of the gross world product.
The basic elements of a telecommunication system are:
a transmitter that takes information and converts it to a signal for transmission
a transmission medium over which the signal is transmitted
a receiver that receives and converts the signal back into usable information
For example, consider a radio broadcast. In this case the broadcast tower is the
transmitter, the radio is the receiver and the transmission medium is free space.
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,

6
telecommunication through radio broadcasts is called broadcast communication
because it is between one powerful transmitter and numerous receivers
Signals can either be analogue or digital. In an analogue signal, the signal is
varied continuously with respect to the information. In a digital signal, the
information is encoded as a set of discrete values (e.g. 1's and 0's).
Telecommunications devices convert different types of information, such as
sound and video, into electrical or optical signals. Electrical signals typically
travel along a medium such as copper wire or are carried the air as radio waves.
Optical signals typically travel along a medium such as strands of glass fibers.
When a signal reaches its destination, the device on the receiving end converts
the signal back into an understandable message, such as sound over a telephone,
moving images on a television, or words and pictures on a computer screen
A collection of transmitters, receivers or transceivers that communicate with
each other is known as a network. Digital networks may consist of one or more
routers that route data to the correct user. An analogue network may consist of
one or more switches that establish a connection between two or more users. For
both types of network, a repeater may be necessary to amplify or recreate the
signal when it is being transmitted over long distances. This is to combat
attenuation that can render the signal indistinguishable from noise.
The shaping of a signal to convey information is known as modulation.
Modulation is a key concept in telecommunications and is frequently used to
impose the information of one signal on another. Modulation is used to represent
a digital message as an analogue waveform. This is known as keying and several
keying techniques exist — these include phase-shift keying, frequency-shift
keying, amplitude shift keying and minimum-shift keying. Bluetooth, for
example, uses phase-shift keying for exchanges between devices

Shahid ul Islam Bhat.

358-MBA-2008.

7
COMPANY
PROFILE

8
 COMPANY PROFILE

“IT’S TIME TO MOVE ON”

Dishnet wireless limited is the name of the parent Company

and Aircel is the Brand Name.

Aircel is a mobile phone service provider in India.

Aircel is a joint venture between Maxis Communications Berhad of Malaysia

and Apollo Hospital Enterprise Ltd of India.

9
It is India’s seventh largest GSM mobile service provider with a subscriber base
of over 17 million and the fastest growing mobile operator in the country. It
offers both prepaid and postpaid GSM cellular phone coverage.

It has a market share of 6.3% among the GSM operators in the country.

Aircel is present in 11 telecom circles (Assam, Bihar, Chennai, Himachal

Pradesh, Jammu & Kashmir, Kerala, Kolkata, North East, Orissa, Tamil Nadu
and West Bengal) and with licenses secured for the remaining 12 of the 23
telecom circles, the company is on track to become a pan-India operator by 2009.

Aircel has also obtained the nod from Department of Telecommunications (DoT)
to provide International Long Distance (ILD) and National Long Distance (NLD)
telephony services.

AWARDS:

Aircel has won many awards for its services. Aircel got the highest rating for
overall customer satisfaction and network quality in 2006 by Voice and Data.
Aircel was rated as the top mid-size utility company in Business World’s ‘List of
Best Mid-Size Companies’ in 2007. Aircel has been selected as the best regional
operator in 2008 by Tele.net.

10
AIRCEL CONFERED WITH EXCELLENCE IN
MARKETING
July 26th, 2009

Mr. Gurdeep Singh, COO, Aircel Limited, Mr. Siddharth Behura, Secretary, DoT and
Mr. Gurudas Kamat, Minister of State, Communications and IT

Aircel India’s fifth largest GSM mobile service provider today announced
that it has been  honored with National Telecom Award 2009 for
Excellence in Marketing of New Telecom Service.The Award was
presented to Aircel by the Hon’ble Minister of State Communications
and IT, Mr. Gurudas Kamat.

11
 MISSION STATEMENT

We are conditionally committed to exceeding our customer’s

expectations. We will provide network and services that are
innovative and reliable, allowing our customers any time anywhere
communications. We will attract, develop and retain an exceptional
team of people. We are committed to enhancing the quality of real
life in the community in which we operate. We will meet the financial
expectation of our shareholders.

12
 OUR GOALS AND VALUES

 CUSTOMERS: Our customers are our most valued assets. we will strive
to exceed their expectations at all time by providing them with superior
services that embody value, innovation, quality and care.
 PEOPLE: Our people are our greatest resources. we will attract, train
and retain the best. we will challenge them to develop their full potential
in the context of our company goals.
 INTEGRITY: We will maintain and strive for the highest levels of
personal and professional integrity and honesty in all ours dealings. We
will keep our promises.
 RESPECT: We will treat with respect and dignity all people we deal with.
 EXCELLENCE: We are committed to excellence in all what we do.there
will be no place for mediocrity.
 WORK: We will promote a work environment that embraces creativity,
promotes empowerment, encourages team work, innovation, prudent risk
taking, honest and open communication and respectful iconoclasm.
 QUALITY: The hallmark of our internal and external outputs and
processes will be quality. This will pervade every aspect of our
functioning.

13
Aircel’s current and proposed footprint is illustrated below.

14
 MARKET SHARE
Market share of telecom operators in J&K(Aug. 2009)

17%
25%

Aircel Market
Airtel share of
BSNL
21% wireless
Others

37%

operators in India As on 31/03/09

Sources: Indian-cellular.com

15
 ANALYSIS

Aircel is present in 60 percent of the areas where even CellOne is not. This is the
reasoHHn they have an upper hand. For Satisfaction Survey done by VOICE &
DATA in 2007, benchmark set by TRAI was 90%, only 3 operators are above
this benchmark. The result of the survey is given below:
AIRCEL – 92.9% are targeting the unsaturated market where no other operator
is present. An Aircel official admitted that they have been targeting the interior
locations where the mobile connectivity has not been available. However, they
denied that they have not been targeting the urban market. “We are targeting
the urban market, but our focus is more on connecting the rural market,” the
official said.

16
17
 Telecom in J&K
In our state developmental challenges are many and almost every sector needs a special
attention and package to grow. Since unprecedented progress in technology has made
telecom sector one of the engines of growth, we want to see this sector progress to
register increasing momentum in the growth of economy on all fronts. Every one
percent growth in teledensity is accompanied by 3% growth in Gross Domestic Product
and sometimes this growth has been reported above 5% in some surveys conducted in
developing nations. The teledensity - the number of phones per 100 of population - in
fact is the very important indicator adopted for measuring the performance of this
sector and in J&K it has risen from a mere 2.08 in 2001-2002 to 7.76 in 2005-06. We
have to bear in mind that development of the telecom infrastructure holds out a
considerable promise for the development of J&K because of the economic benefits it
will bring to the state.

As far as telecommunication facilities in J&K state are concerned, there are over 16000
STD booths/PCOs, 366 telephone exchanges and 9 telegraph offices (CTOs/DTOs)
regulating the services. The number of telephone connections has gone beyond 9 lakhs
including phones of mobile segment. When this is compared with the phone level of
2001-02, it is interesting to note that there has been an addition of almost 7 lakh
connections between 2001-02 and 2005-06. The mobile phones have contributed 67% to
this growth.

With mobile services launched only in August 2003, J&K state has been a late entrant
into the telecom sector. Nonetheless, the teledensity of J&K at the end of June 2006 was
reported at 11, marginally short of the national average of 13.7. we cannot ignore the
fact that telecom penetration has been uneven across the urban and rural segments.
While the urban teledensity of J&K at 39.86 compares favourably with the national
average of 42.65, rural teledensity at 0.84 is much below the national average of 1.85.

However it is interesting to note that the average revenue per user (ARPU) for J&K at
Rs.440.56 is much higher than the national average of Rs.339.49. This means that

18
growth of telecom sector in J&K State is not likely to be hampered by demand side
constraints. Falling cost of handsets and accessories coupled with innovative tariff plans
has made initial entry cost affordable and this factor is largely contributing to the
growing demand of phone connections.

Take the case of mobile phone. This segment of phones is vital in a state like ours. These
are the primary form of telecommunication in most emerging economies as on date. In
other words, mobile phones have the capacity to revolutionize even small and tiny
businesses and the people associated with these businesses can improve their earnings at
a faster rate. Its efficient use can save time and money and provide quicker access to
information. It’s no longer just something that only the rich can afford. Now, it’s a basic
means of communication. If such type of telecom facilities is made cost effective, it can
help in fuelling rapid growth all round in the State.
The main constraint to growth of telecom in the state stems from the supply side
(service providers). These have resulted in the limitation on the expansion of services
into unreached areas of the state. Even there has been no quality improvement of
existing services. The lack of proper coordination between the three mobile service
providers in the state, BSNL, Airtel, and Aircel, is creating difficulties for subscribers as
far as smooth connectivity is concerned. Calls between services, within services, and to
landline phones are difficult to get through. It is notable that Reliance, which has a
large presence in the rest of country, has yet to start its operations in the state despite
having a license to do so now for the past two years. There is need to encourage
competitive pressures through multi-operator scenario in J&K.

As per the existing TRAI guidelines operators are obliged to provide connectivity to
other operators at points of interconnect (POI) on their respective networks. AIRTEL
has reported that BSNL which owns the largest network in J&K has not been able to
comply with this obligation. There is urgent need that authorities who matter in telecom
department take cognizance of this and sort out the impasse. Let them bear in mind
that interconnectivity is vital for healthy competition among service providers as it will
improve the quality of service and cut down the cost.
High capital and operating costs of telecom services in the state are put as major
hindrances in the smooth development of the sector. The service providers also point
out mountainous terrain that hinders the telecom signal thereby limiting the reach of

19
each telecom tower. Then there is power situation, non-availability of spare parts and
lack of trained personnel all add to the operating costs.

AIRCEL IN J&K

AIRCEL – 92.9%are targeting the unsaturated market where no other operator is

present. An Aircel official admitted that they have been targeting the interior locations
where the mobile connectivity has not been available. However, they denied that they
have not been targeting the urban market. “We are targeting the urban market, but our
focus is more on connecting the rural market,” the official said.

In Jammu the post paid services of Aircel was launched in November-05 whereas
prepaid services were launched in January-06

In Kashmir the post paid services of Aircel was launched in July-06 whereas prepaid
services were launched in January-07.

Product Offerings (keeps on changing from time to time) :

 PREPAID

1) New Subscribers: New Subscribers will need to buy a SUK (Start-Up Kit): Rs.
49, 99, 149, 200, 298

 Existing Aircel Subscribers: Existing Aircel Prepaid Subscribers can recharge

with Rs.111 and get lifetime validity. However existing Aircel lifetime
subscribers will get the tariff benefit automatically.

Tariff highlights (keeps on changing from time to time) :

 Local calls – 0.99 paisa

20
  STD Calls – Rs 1.50/minute

 Aircel gives services to its retailers in 4 forms:

 Validity Recharge

 Top ups

 Value Vouchers

 Pack

POSTPAID

Amount has to be paid after using the service.

Rs 199 plan, 299 plan, 399 plan, 499 plan, 699 plan

ROAMING

Service will be available in other states on the same number.

21
MARKET SWOT ANALYSIS FOR TELECOM SECTOR

Strengths:-

• Huge wireless subscriber potential.

• Fastest growing mobile market in the world.

• Consumers are ready to pay for cutting edge services.

• Government proposes to hike FDI limit in Telecom to 74%.

• Unified license regime.

Weaknesses:-

• Market strongly regulated by Government body – Governing

Both ISP and Telecom sectors

• Too many authorities ruling the sector

• Huge potential for low end and cheap handsets

• Wide scale Consumer churns in Telecom and ISP

• Wide spread VAS deployment is restricted due to language and

Literacy problems

• Primarily a voice based market

Opportunities:-

• To offer value added services on GSM, CDMA and IP

• Language independent services

• Mobile Marketing concepts

• Content influenced by local culture and Global success story

22
• Unified messaging platforms

• Foreign investment in form of equity or technology

Threats:-

• Low cost service providers – no possibility of breaking even in

Short term.

• Weak IPR protection.

• Software and digital content Piracy.

• Political instability.

• Regulatory interference

23
 SWOT ANALYSIS OF AIRCEL

STRENGTHS:
1) Having good connectivity .
2) Good visibility in the market .
3) Good Brand awareness.

WEAKNESSES:
1) Advertisement .
2) Extra time in loading Web Page.

3) Poor Technical staff.

OPPORTUNITIES:
1) Sales can increase due to rise in rural market demand.
2) Great opportunity for creating Monopoly in packet data.

THREATS:

1).Distribution network is not good.

2).Strong advertisement competition.

24
The Organization chart of Jammu circle is shown below:

Circle Head

Customer Adminisatri
Marketing Service Technical Revenue on
Commercial Finance HR
& Sales Assurance Vigilance
Dept.

The various depts. and their functions in Jammu circle are as

Sales and Marketing Department – This Deptt. Keeps the revenue flowing.

Customer Service Department – This Deptt. Keep the Customers happy.

Technical/networking Department – This Deptt. Keeps the Network Alive.

Commercial Department – This Deptt buy the best quality with better rates just on time.

Finance Department – This Deptt. Manage funds.

Revenue Assurance Department – This Deptt track revenue. It purchases the items required
by other departments.

Human Resources Department – This Deptt. Helps the employees in growth & alignment
with culture i.e. It manages the human resources.
25
Marketing
And
its scope

26
Definition of marketing
Most people think that marketing is only about the advertising and/or personal selling
of goods and services. Advertising and selling, however, are just two of the many
marketing activities.

In general, marketing activities are all those associated with identifying the particular
wants and needs of a target market of customers, and then going about satisfying those
customers better than the competitors. This involves doing market research on
customers, analyzing their needs, and then making strategic decisions about product
design, pricing, promotion and distribution.

This view is consistent with the following definition of marketing found in a popular
marketing textbook:

"Marketing is the process of planning and executing the conception, pricing, promotion,
and distribution of ideas, goods, services, organizations, and events to create and
maintain relationships that will satisfy individual and organizational objectives."

1).Product

Definition

The end result of the manufacturing process, to be offered to the marketplace to satisfy
a need or want.

2).Place

Definition: Any portion of space regarded as measured off or distinct from all other
space, or appropriated to some definite object or use; position; ground; site; spot;
rarely, unbounded space.

3).Promotion
An activity, such as a sale or advertising campaign, designed to increase visibility or
sales of a product.

4).Price

Cost, usually expressed in monetary terms.

People
27
The body of persons who compose a community, tribe, nation, or race; an aggregate of
individuals forming a whole; a community; a nation.

Persons, generally; an indefinite number of men and women; folks; population, or part
of population; as, country people; -- sometimes used as an indefinite subject or verb,
like on in French, and man in German; as, people in adversity.

The mass of community as distinguished from a special class; the commonalty; the
populace; the vulgar; the common crowd; as, nobles and people.

One's ancestors or family; kindred; relations; as, my people were English.

One's subjects; fellow citizens; companions; followers.

To stock with people or inhabitants; to fill as with people; to populate.

Physical evidence

Physical evidence is any evidence introduced in a trial in the form of a physical object,
intended to prove a fact in issue based on its demonstrable physical characteristics.
Physical evidence can conceivably include all or part of any object.

In a murder trial for example (or a civil trial for assault), the physical evidence might
include DNA left by the attacker on the victim's body, the body itself, the weapon used,
pieces of carpet spattered with blood, or casts of footprints or tire prints found at the
scene of the crime.

Process

The first step of process definition is to identify the boundaries. This is where the
process begins and ends. The beginning of a process starts with a trigger that causes a
specific action to be taken by a person, another process, or work group. The ending
occurs when the results get passed on to another person, process, or work group.

The beginning trigger starts when someone performs an action on an input that they
receive from a supplier (another work group, vendor, or person). The input can be
physical, such as raw material, parts, a person to be interviewed, etc.; or information,
such as a computer printout, request form, etc. The ending trigger is when the results of
the process is passed on to the customer (another work group, person, or outside
customer). The output can be physical, such as a television set, new hire, etc.; or
information, such as a typed letter, grant, etc.

28
Definition of sales
Total dollar amount collected for goods and services provided. While payment is not
necessary for recognition of sales on company financial statements , there are strict
accounting guidelines stating when sales can be recognized.

The basic principle is that a sale can only be recognized when the transaction is already
realized, or can be quite easily realized.

This means that the company should have already received a payment, or the chances of
receiving a payment is high. In addition, delivery of the good or service should have
taken place for the sale to be recognized.

ABOUT VALUE ADDED SERVICES

29
A value-added service (VAS) is popular as a telecommunications industry term for non-
core services or, in short, all services beyond standard voice calls and fax transmissions
but, it can be used in ANY service industry (eg. Web 2.0) for the services providers
provide for no cost to promote their main service business. In telecommunication
industry on a conceptual level, value-added services add value to the standard service
offering, spurring the subscriber to use their phone more. .

For mobile phones, while technologies like SMS, MMS and GPRS are usually
considered value-added services, a distinction may also be made between standard
(peer-to-peer) content and premium-charged content.

Value-added Service Characteristics:

All VAS share the same characteristics:

1. Not a form of basic service but rather adds value total service offering.

2. Stands alone in terms of profitability and/or stimulates incremental demand for

core service(s).

3. Can sometimes stand alone operationally.

4. Does not cannibalize basic service unless clearly favorable.

5. Can be an add-on to basic service, and as such, may be sold at a premium price.

30
 6. May provide operational and/or administrative synergy between or among other
services – not merely for diversification

VAS also have a certain time dimension associated with them. Subjectively speaking, a
value-added service today becomes a basic service when it becomes sufficiently common
place and widely deployed to no longer provide substantive differentiation on a relative
basis.

Relationship to other Services

There are two types of VAS.

1) The first service type are those value-added services that stand alone from an
operational perspective. These types of services need not be coupled with other
services, but they can be. Many non-voice services fall into this category. They
are often provided as an optional service along with voice services, but they
could be offered and used by themselves without the voice service. For example,
SMS could be offered and used as a service without voice calling.

2) The second, and arguably more numerous and important type of VAS, are those
services that do not stand-alone. Instead, this category adds value to existing
services. While it seems implicit in the definition of value-added, this is an
important principle that makes value-added services stand apart from other
services.

Mobile Data Services:

This is an example of a value-added service that does stand-alone. Mobile data services
are considered value-added because they depict many of the characteristics discussed
earlier.

 Does not cannibalize existing services

 Can be offered at a premium price
 Provides differentiation
 Can provide synergy with basic service
31
Largely due to the current state of mobile communications evolution, many non-voice
services can be considered to be value-added. However, the extent to which additional
value-added services can be layered on top of mobile data services will determine the
limit of their value. For example, many non-voice services will have even greater value
through personalization. Two of the most significant ways to personalize wireless
services are through location enabling them and making them personal profile driven.

Mobile data services are utilized to obtain information, content, and to perform
transactions. All of these activities are more meaningful if they are tailored to the
individual.

32
 Caller Ring Back Tunes (CRBT)

Colour SMS Get rid of

Aircel introduces SMS in Colour! boring “tring

Get rid of boring black & white tring” and make

SMS and send SMS in Colour... your callers

listen to latest
tunes...

Aircel Subscription Service

Aircel 55555 Services
Get the latest
Dial 55555 to download latest ringtones, News, Cricket
listen to latest news ,dedicate songs and updates, Jokes &
your daily horoscopes much moreon
your Aircel

Aircel Railway Services

Right from the

timing of your
Aircel Health Services train to the
Assure drug-free, side effects-free cure availability of
for your family with Aircel MobiHealth... seats, Aircel will
keep you
informed about
all train services
at all times...

Aircel Play Scrabble Aircel SMS CHAT/CRUSH

33
 Find like-
Have fun and improve your minded people
vocabulary too! Play scrabble on and have a good
your mobile phone... time chatting
with them...

Aircel Voice Mail Box

Aircel Search Your Favourite Ringtone
At times when
Finding your favourite ringtone
you are really
has never been this easy …
busy, you may
not want to
answer your
phone...

Aircel Top Ringtones/Item

Ringtones

Have all the best

ringtones on
It's Cricket Time your Aircel
To keep Aircel Customers upbeat and mobile phone...
updated about the Cricket around the
World...

Aircel Save Your Contacts Aircel Healthy Living Tips

34
 Now never lose touch with your best Now stay
friends.... healthy with
healthy living
tips from
Aircel...

Aircel Dictionary

Don’t know the

meaning of a
Aircel SIM Browser Services word? Don’t
Get amazing value-added services worry! Now
and features on your Aircel mobile Aircel will
phone... provide you
with meanings
for all your
words...

Aircel Regional Ringtones

Aircel Funny Logos and Pictures Get your
Get funny pictures and logos on your favourite
Aircel mobile... ringtones in the
language of your
choice...

Aircel Jokes Aircel Hollywood/English

Laugh away the whole day with these Ringtones

rib-ticklers from Aircel...

35
 Get your
favourite
English
ringtones, right
here right now...

GPRS By
Aircel.
Manhinder Singh
Dhoni is the
brandAmbassador

INTRODUCTION
TO
36
PROJECT

37
Promotion of Aircel Pocket
Internet

38
AIRCEL BRINGS UNLIMITED GPRS AT RS.14 & 98

To attract customers to encash their interest in social networking sites like Face Book
Orkut etc, Aircel today announced the launch of Unlimited Mobile Internet Recharge at
Rs.14. Earlier Aircel launched Unlimited Mobile GPRS at Rs.98 in Mumbai and in
various other circles.

If GPRS connection cost is burning a hole in your pocket than one can heave a sigh of
relief as Aircel has launched cheapest unlimited GPRS connection for Rs.14 for 3 Days
and Rs.98 per month for prepaid customers.

Details of Aircel Unlimited Pocket Internet Cards

1. Aircel Pocket Internet Card Rs.14

 Unlimited Mobile GPRS browsing for 3 Days.

 Free Wallpapers and Games.

2. Aircel Pocket Internet Card Rs.98

 Unlimited Mobile GPRS browsing for 30 Days

 Free Wallpapers, Games and The Unlimited Free Song Shuffle on caller Tunes service.

39
 OBJECTIVES

The main objective of this study is to aware Customers about the newly
launched Aircel Pocket internet service.
The study was conducted keeping in mind the following objectives:

 To measure the satisfaction level of customers of the company.

 To promote the new product of the company.POCKET INTERNET.

 To determine the market share of the company in the J&K state.

 To activate the dialer tunes of AIRCEL of plan EAT ALL YOU CAN.

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 TARGET ASSIGNED

TARGETS

 To SELL the Maximum Recharge Vouchers of newly launched service Pocket

internet i.e. Unlimited download @ Rs 98 with(30 days validity)

 To Make 100 Dialer Tune Activations, by making Customer Aware about the
service EAT ALL YOU CAN.

Tasks

 To organize canopies at MIET COLLEGE for three days i.e. from 11 th June to
13th June and at ABHINAV Theatre on 14 th June, Where AIRCEL Sponsors a
Dancing Show organized by TRANCE Dance Academy on the event of Annual
Day, to interact with the students and to spread awareness about the recently
launched Value Added Services by the company.
41
  To Join Company’s Own Retail Store at Residency Road(COCO). On Customer
Visit, I motivate them to activate dialer tune by:-

1) Providing them Pamphlets Showing Comparison with others

2) No Song download Charges

3) Easy Acces to the Service (Activation or Deactivation)

Target Covered
I have given a target i.e to make 100 dialer tune activations.I activate 57 AIRCEL
numbers and also sell 10 pocket internet cards.

ACTIVITIES

Canopies organized at Abhinav theatre on the event of Annual function of

TRANCE Dancing Institute Sponsored by AIRCEL…
 Here we distributed FREE TRIAL PACK to the visitors.

 This Trial Pack includes unlimited browsing for 1 day & one free game.

 This is an Awareness Program for Pocket Internet.

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 Limitations of the project

Well, each work is conducted under one or the other restriction and thus has some
limitations and this project is not any exemption some of the limitations of this project is
as under:

1. The analysis was particularly of the provided area of Jammu & Kashmir hence
the results can in no means be generalized for the whole of country.
2. The company’s rules and regulations didn’t allow me to go in depth regarding
some confidential strategies.

3. Sometimes Little In cooperativeness by respondents.

43
 Research methodology

Data type

Data is ‘assimilated facts about the market information’ and is recorded experience that
is useful for decision making. The data collected in this work is the combination of facts
and figures and some descriptive information as well.
Thus the data type is both qualitative as well as quantitative.

Data Sources

The data for the project was collected with the help of both primary as well as
secondary sources. The secondary data is collected from the internal sources i.e., from
the company as well as from external sources i.e., the internet, but this was not
sufficient for the purpose of the project, so it was necessary to go for primary data,
which I collected manually by interviewing and observing the different Customers all
over the Jammu region.

44
 RESEARCH METHODOLOGY

1. Research Problem

2. Research Objective

3. Information requirement

4. Sources of information

5. Research design

6. Research Instruments

Research Problem: In research the first and foremost step happens to be that of
selecting and properly defining a research problem. A researcher must find the
problem and formulate it so that it becomes susceptible to research. A research
problem, in general refers to some difficulty which a researcher experiences in the
context of either a theoretical or practical situation or wants to obtains solution for the
same. In the project assigned to me the problem was to check the level of Customers
satisfaction regarding the product (Pocket Internet) and service provided by Aircel.

45
RESEARCH OBJECTIVE: The second step in research is that of defining
objectives, that’s what researcher wants to achieve. To be meaningful and have focus
the researchers attention, these objectives should be specific, attainable and measurable
As the market was complex, and their were 3 major players operating, therefore in
order to measure the above said objective there was a need to find out the strengths and
weakness.

1. To get an understanding of the current trends prevailing in the packet data

market.

2. To determine the market share of the company in the Jammu region.

3. To measure the satisfaction level of customers of the company

INFORMATION REQUIRED: Information is vital in any research work because

in order to reach at some conclusion it serves as a bridge. Any of the organization can’t
carry on the research process in vacuum their needs to be certain basis in order to
achieve some conclusion on which measures are taken by the company.

46
 TYPES OF INFORMATION REQUIRED

1. Information required to understand the market.

2. Information related to strengths, weakness, opportunities and threats of

company

3. Information about the customers mind set.

4. Type of connection he/she is having.

5. Why and what attributes are liked by the customers.

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 SOURCES OF INFORMATION

PRIMARY DATA: Primary data directly refers to the information

collected from market place. It has the advantages of not being biased,
incompatible or obsolete.

RESEARCH DESIGN: The third stage in the research process is deciding

research design. It’s in fact a series of steps which takes place in following
manner:

 DESCRIPTIVE RESEARCH is done as in the case of project this design

was used to find how a certain customer evaluates the quality of product being
offered by the company. If a customer likes the product why he likes is a secret
till he is asked and if doesn’t again the reasons are unknown. So the reasons are
unknown in either cases and that’s why there is not set pattern to proceed. In
this design the research is unstructured as main goal of the company is to know
the unknown.
 PERSONAL CONVERSATIONS: It was a tool which helped me to find
out the desired information from the respondents. The things which were
unclear require personal conversation as an instrument and to extract findings
from the collected data. Analytical tools are helpful in analysis of the data
collected.

Multi-dimensional scaling:- This technique is used to show and analyze

competitive situation and where the company’s brand stands in the midst of
competition.
48
 Analysis
Of the
Project

49
 PREPARATION OF QUESTIONNAIRE

This was the second & most important step in the whole process of data collection. This
set the right tone for the future survey process. The questionnaire was prepared in such
a manner that it was able to address the Necessities of the customers.

There were around 6 questions in the questionnaire. These questions explored the
knowledge of Customers on their perceptions regarding AIRCEL Pocket Internet.

50
Q1. Since how long you have been using Aircel?
This question basically responses to the growth in the sales of the SIM’s
and also the impact of newly launched Service Pocket internet in
customer’s growth.

14%

39%
> 1 month
2-6 months
24% 6-12 months
< 1 year

22%

Q2. Do you use Pocket Internet service?

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This was the Key question for determining exactly how many people are
using pocket internet service and it also gives a reason why others are not
using it.

This also helps to determine the growing market share of Aircel with the
launch of PI service.

34%

Yes
No

66%

Q3. Why you are not using this service?

52
If people are having a cell phone, it means they are in a need of it.
Sometimes people have cell phones which are not applicable for GPRS
services, that is one of the reason other then mention below why people are
not using GPRS service.

No awareness
47% High price
53% Poor quality service
Others

Q4. What do you browse on Aircel Pocket Internet?

53
This question was intended to gather information regarding the
preferences of the usage of Pocket internet. The company itself targeted
mostly on Students i.e. youngsters because their percentage is high in using
VAS.

Response was high with the others option i.e. with social networking sites

13%
Celebes wallpapers

35% Latest
polyphonic/MP3/true
tones

Music/Movie videos
33%
Movie Themes

6% Mobile games
8%
6% others

Q5. Rate the service on the basis of your satisfaction?

54
This question actually asked to know whether the customers are satisfied
with the services that company is providing. This will help the company to
improve their loopholes.

3% 3%
9%

30% Excellent
Very Good
Fairly Good
Average
Poor

55%

Q6.If yes, then will you prefer value offer of unlimited download
@ Rs.98 (30 days validity)?

55
This question was asked to know whether the customers were satisfied with
the Value offer or not.

Responses revealed that number of customers using pocket internet are

100% satisfied with the value offer

35 33

30

25

20
yes
15 no

10

0
yes no

56
OBSERVATIONS
AND
FINDINGS

OBSERVATIONS AND FINDINGS:

57
During the survey we may observe that, Aircel offers Innovative telecom services and
Pocket Internet is a live example that enables the Aircel subscribers to connect to the
Internet with just the click of a button.

In today’s telecom Market no other company is providing the cheapest GPRS

connection for Rs.14 for 3 Days and Rs.98 per month for prepaid customers.

FINDINGS:

1) The speed of the net was poor during the peak hours.

2) The customers are having problems while connecting their handsets to

the Laptops/PC.

3) The PI Settings are only easily available on Nokia, Sony Ericsson and
Samsung Mobile Phones, but not on Intex, Chinese Mobiles and LG,
Motorola.

SUGGESTIONS:
58
By analyzing the whole of the customer’s responses I want to give suggestions to the
company which helps the company to increase their number of Pocket Internet users.
They are:

 Marketing people in the company need to work hard for keeping company to
stand with Monopoly product.

 To increase the sales of the Aircel Company needs to recruit technically skillful
employees which can solve easily customers problems.

 To provide time to time schemes to the customers.

REVIEWS

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Customers Review of Aircel Pocket Internet Card

• Aircel has amazing voice clarity.

• Aircel Pocket Internet card offers good surfing speeds compared to other mobile
operators.
• Unlimited Internet for a reasonable price is the best thing about Aircel Pocket
Internet.
• I use my Aircel Pocket Internet on my iPhone, its gives me great surfing speeds.
• I had taken a 1-Day trial pack of Aircel and it surely rocked for me.
• Best thing about Aircel Pocket Internet is refill system wherein services are
available for 3 days or 30 days and after the validity is over, the service is
automatically deactivated. - No more regular billing if you forget to deactivate a
service.

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 LEARNINGS
AND

EXPERIENCES
Spending about Two month in AIRCEL- Dishnet Wireless Ltd. has been a great
learning experience. This has been a real educative time when I have learned many
things about the telecommunication industry, but I cannot deny the fact that this is only
the tip of an iceberg.

This project helped me a lot in enhancing my skills and personality. I, being a Science
Graduate don’t have much knowledge about technical aspects but this training gave
new dimensions to my knowledge. This was such an unexplainable experience, which
took me to the market itself and helped me understand the basic things of marketing.
Among the many experiences I had during my work in the organization, I have tried to
list here a few. ..

 Organization has made me understand an important fact that there is a complete

attitudinal change required when we shift from our education institutes to the
corporate world. When we step into this world, we are held responsible for the
work that is in our profile or has been delegated to us. Despite all this we require
to be in a completely different frame of mind where we stand as individuals who

61
 should be ready always to take charge of the situations and present practical
solutions to the problems that arise.

 Another corporate dimension of importance is LEADERSHIP, be it formal or

informal. We often will have to take ourselves as leaders in work situations, even
if we are interacting with our superiors. Thus cultivating leadership traits and
maintaining the high spirit of learning is always advantageous. There will be
situations in which I would be required to take decisions and lead to solutions. At
these junctures these two things would be of great help.

 Equally important are the corporate presentations whose importance can’t be

overemphasized. People in the marketing division need to be ready with these
always. Everything has to be just perfect.

 INFORMATION, the key ingredient of the business world plays a very crucial
role in all the fields of marketing. There is a proper and formal way of gathering
information in the corporate world, which involves standard procedures to be
followed. Market information and awareness for upcoming and future
opportunities and threats is to be obtained from any possible source and further
needs to be updated.

 Organizational culture is one part of the corporate life that needs to be

understood and adapted to when one becomes a part of an organization. At
AIRCEL- Dishnet Wireless Ltd. We have a culture where the people are goal
oriented and have to meet the deadlines whatever may come in between. A
highly focused environment prevails all around where the approach is still very
traditional and the people over there make you feel as a part of their team.

 Organizational change is one aspect that I have experienced in and all around
the company. Probably that is because AIRCEL-Dishnet Wireless Ltd. is a fast
growing company and it has grown manifolds in the last few years. There are
many success stories to support this fact

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 QUESTIONNAIRE
Date: _____________

“Market Study of VAS (Pocket Internet) in Telecom.” This project is being undertaken
among Aircel Subscribers, Jammu.

Personal information:

Name _________________________

Age _________

Sex (M/F) _________

Contact No _________________________

Occupation _________________________

Market Research information:

Q1. Since how long you have been using Aircel?

( ) > 1 month ( ) 2-6 months ( ) 6-12 months ( ) < 1 year

Q2. Do you use Pocket Internet service?

( ) yes ( ) no

Q3. If not, then why you are not using this service?

( ) No awareness ( ) High price ( ) Poor quality service ( ) Others

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If yes, then answer the following:

Q4. What do you browse on Aircel Pocket Internet? (If you browse more than one
service, then please rank them according to your preference)

( ) Celebes wallpapers ( ) Latest polyphonic/MP3/true tones ( ) Music/Movie

videos ( ) Movie Themes ( ) Mobile games ( ) Others

Q5. Do you browse, download and use this service quite often?

( ) yes ( ) no

Q6.If yes, then will you prefer value offer of unlimited download @ Rs.98 (30 days
validity)?

( ) yes ( ) no

Q7. Do you recommend this service to others?

( ) yes ( ) no

Q8. Rate the service on the basis of your satisfaction?

( ) Excellent ( ) Very Good ( ) Fairly Good ( ) Average ( ) Poor

Q9.Please give your opinion to make this service better.

1.
2.

Q.10 Please mention the other services also which you would want on your Aircel
mobile.

1.
2.

Thank you for your precious time and valuable information!

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 BIBLIOGRAPHY

Books: Marketing Management By Philip Kotler.

Sales & Advertisement By R.D.Mukhi.

www.AIRCEL.com
www.Indian-cellular.com

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