Study with reference to managing A.R.C .

(Airtel Relationship Centers)

Submitted to:

Submitted By:

Prof. T.V.Ramaraj
Amit Diwan(06BS0360) Debabrata Mukherjee(06BS0937) M.P.Singh(06BS1658)

INDEX

SYNOPSIS…………………………………………………………...3 OBJECTIVE………………………………………………………….4 LIMITATION………………………………………………………...5 METHODOLOGY…………………………………………………....6 SCHEDULE…………………………………………………………..7 REFERENCES………………………………………………………..8

SYNOPSIS

India is going to become second largest mobile market of world after China. There are various mobile service operators operational in India i.e. Airtel, Reliance communication, Idea, Hutch, BSNL(Bharat Sanchar Nigam Ltd) etc. Bharti Airtel Ltd is the largest player in mobile telephony market in India and is the third largest company in terms of market capitalization. It is one of the companies that are planning to reach $100 bn mark. Bharti Airtel Ltd provides mobile telephony using G.S.M. (Global System for Mobile Communications) under the brand Airtel. Airtel is the market leader in Andhra Pradesh circle (the country is divided into 23 telecom circles) with more than 3 mn subscribers. The team is doing S.I.P (Summer Internship Programme) in Airtel and aims to cover following aspects in their project: ♠ There are a number of players in mobile telephony market in Hyderabad and all of them have different models for sales team, customer relationship management, etc. The project aims at studying the viability of each model and find out the pros and cons of these models. ♠ Airtel has a unique model to reach its customers and maintain relationship with them (known as Airtel Relationship Centres). The project aims to find out the efficiency of these A.R.C.(Airtel Relationship Centres) on parameters like customer satisfaction, sales generated, employee retention etc. ♠ Sales representatives or Foot on Sales Executives (FSEs.) play a very important role in increasing the subscriber base. The project aims to study the process used by FSEs. of different players in the industry and compare them. ♠ The FSEs. work under channel partners(dealers). The study aims to find out the role played by these channel partners in development of sales and increasing the productivity of FSEs.

OBJECTIVES
The team is doing S.I.P (Summer Internship Programme) in Airtel and aims to cover following aspects in their project: ♠ There are a number of players in mobile telephony market in Hyderabad and all of them have different models for sales team, customer relationship management, etc. the project aims at studying the viability of each model and find out the pros and cons of these models. ♠ Sales representatives or Sales Executives play a very important role in increasing the subscriber base. The project aims to study the process used by SEs. of different players in the industry and compare them. ♠ The F.S.Es. work under channel partners(dealers). The study aims to find out the role played by these channel partners in development of sales and increasing the productivity of F.S.Es.

LIMITATIONS

 Focus on Hyderabad context: The main focus of the study is limited to Hyderabad city only.  Time constraint: The duration of the project is 14-week so the scope of in-depth evaluation of the E-governance projects is limited.

 Opinion oriented: some of the respondents may tend to get bias towards their organization and may project a rosy picture which may affect the reliability and relevance of the study.  Problem of getting Information on sales force strategies of other competitors

 The sampling technique proposed to be used for selection of sample for collection of primary data on the processes and practices followed in the industry is Snow ball technique. Hence there is a chance of biasness to creep in the study.  Data obtained from the secondary sources may not be exactly applicable in the practical condition.

METHODOLOGY

1) Conducting questionnaire survey on three distinct groups of people:→Group 1:- Consumer’s Group -consists of Airtel post-paid and pre-paid card usersto evaluate their degree of loyalty, expectations, satisfaction levels and problems faced in ARCs. →Group 2:- ARC’s Floor Manager’s Group -consists of 13 numbers of ARC’s (Airtel Relationship Center) respective Floor Managers- to find out their views and suggestions regarding the existing sales procedure and further improvements in their respective ARCs. →Group 3:- Bharti Airtel’s Employees Group – consists of the Team Leaders, Territory Managers, Zonal Managers and Zonal Business Managers and other employees under the direct payroll of Bharti Enterprises – to find out their perspectives, ideas, future expansion plans about the ARCs. 2) Collecting, screening and sorting the data of rival telecom companies’ sales strategies. 3) Making a comparative analysis between ARC’s Sales efficiencies and the same of its competitor’s similar sales force structure (eg:-Tata Indicom’s True Value Hub, Reliance Telecom’s Webworld, Hutch Shops etc.)

SCHEDULE

Serial No 1 2 3

Time Frame 26.02.07 – 28.02.07 01.03.07 – 02.03.07 03.03.07 – 17.04.07

Work to be done Product Awareness Training Conducting Road Shows Working with FSEs under the guidance of respective team leaders to understand the sales procedure of the ARCs

4 5 6

18.03.07 – 19.03.07 20.03.07 21.03.07 – 12.04.07

Preparing the Project Proposals Submission of Project Proposal Conducting questionnaire survey on Group 1,2, and 3 and gaining useful information regarding the efficiency and productivity of the ARCs.

7 8 9

12.04.07-13.04.07 14.04.07 15.04.07 – 30.04.07

Preparing the Project Interim Report Submission of Project Interim Report Collecting, screening and sorting the data of rival telecom companies’ sales strategies.

10

01-05-07 – 12.05.07

Comparing the efficiencies of ARCs with its competitors and suggest some alternative strategies to increase the efficiency of the ARCs and also try to evaluate the overall implications on sales if these proposed strategies are implemented.

11 12

13.05.07- 18.05.07 19.05.07

Preparing Project Final Report. Submission of Project Final Report.

REFERENCES

Websites http://www.airtelworld.com www.hutch.co.in www.bsnl.co.in www.indiainfoline.com www.strategicmarketing.com http://www.domain-b.com/industry/telecom/20050211_fdi_hike.html Search Engines:www.google.com www.yahoo.com www.nbci.com

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