A Project Report

On
“A Study of Retailer Expectation and Perception
towards Incentives”
AT
ADITYA BIRLA TELECOM LTD
 COMPANY PROFILE
Date of Establishment 1996

Revenue 2643.37 ( USD in Millions )

Market Cap 231702.559101 ( Rs. in Millions )

Corporate Address
Suman Tower,Plot No 18 Sector 11, Gandhinagar-382011,
Gujarat
www.ideacellular.com

Management Details
Chairperson - Kumar Mangalam Birla
MD - Sanjeev Aga
Directors - Akshaya Moondra, Arun Thiagarajan,
Biswajit A Subramanian, Biswajit Anna Subramanian,
Gian Prakash Gupta, Hans Wijayasuriya,
Business Operation
Telecommunication - Service Provider

Background
Idea cellular, a part of Aditya Birla group, is one of India’s
leading GSM mobile services operator.

This telecom company has licenses to operate in all 22

service areas. Presently it is operating in 13 circles. Idea
Cellular value-added services like GPRS, call conference,
GSM, GPS and so on

Financials
Total Income - Rs. 124376.19 Million ( year ending
Mar 2010)
Net Profit - Rs. 10536.55 Million ( year ending Mar 2010)

Company Secretary Pankaj Kapdeo

Bankers

Auditors Deloittee Haskins & Sells

 OUR PARTNERS
IDEA welcomes all businesses and individuals interested in partnering with us to
enhance and strengthen the IDEA products & services portfolio.
To explore such potential partnerships.

Some of our Technology and Content Partners

VAS

Onmobile Asia Pacific Ltd

Cellebrum India Ltd

Siddhivinayak Astro Services Ltd.

Kodiak Ltd

Mauj
Net4nuts India Ltd

Yahoo

Rediff

Mobile2win

Sify

NDTV

ROAMING

Roamware.inc

Starhome
 Bharti Telesoft

MARKETING
COMMUNICATIONS

Lowe India Pvt Ltd

Mindshare

PUBLIC RELATIONS

AdFactors PR

NETWORK

Nokia - Siemens

Ericsson
BILLING

Atos Origin

Our Promoters are -

1. Aditya Birla Nuvo Limited

2. Grasim Industries Limited
3. Hindalco Industries Limited and
4. Birla TMT Holdings Private Limited
 OBJECTIVE & SCOPE OF STUDY

 To find out the perception of Retailer towards incentive.

 To find out the telecom market share of different companies in Dhanbad.

 To find out the Retailer satisfaction towards the different plans and offers by
the company.

 To find out the competitor of Idea in Dhanbad.

 
 RESEARCH METHODOLOGY
 

•To understand the Retailers preference in telecom sector .

•To study the service providers and their service quality in the
telecom Sector.

•To study the Retailer satisfaction and understand the current

Market scenario in Telecom Sector.

Samples:-
Sample size : 150

Sample frame : Dhanbad City

Sampling Method : Stratified random sampling
Constraints : Time, number of respondents
Sampling error : Non-response- 35
Response- 115
Survey : Questionnaire
Sample size

study on any subject it is very difficult to cover even 10% of the total population.
Therefore the sample size has to be decided for a meaningful conclusion.
The method used for sample technique was non probability convenience sampling
method.
Non probability convenience sampling method-Convenient sampling is used
because only those people will be asked to fill the questionnaires that were easily
accessible and available to the researcher.

TYPES & TECHNIQUES - conclusive descriptive statistical

TOOLS USED- Personal interview & Questionnaire

LIMITATIONS OF THE STUDY

Areas Covered :
Station road to Big Bazar, Teli para , Bartand , Kolakusma ,Nutandih , JP nagar¸
Memko More , Karmic Nagar , Koyla Nagar
 Analysis & Interpretation
Market Share of Various Telecom Player
Best Sales in Dhanbad.
4% 4%
15%
4% 4%
39% Airtel 15% Airtel
Reliance 39% Reliance
Idea Idea
Vodofone Vodofone
Aircel Aircel
17% Tata Docomo Tata Docomo
17%
21%
21%

In the survey of Dhanbad city found this result by approaching different- different
retailer who deals in the communication products and find out result in Dhanbad city
with the help of questionnaire. This finding is based on only last month result.
1. Airtel is the Market Leader in Dhanbad. This result is based upon the Sales Revenue of various
telecom players in Dhanbad City.

2. Idea and Vodafone are having similar Sales revenue then Idea and Vodafone are Competitor of
each other.

3. But still idea holds the second position after Airtel.

4. Most of the Retailers are satisfied with the service quality of Idea cellular, But 18% to 20% are
not satisfied Because their faceing some problem such as lack of hoardings, Sign Box, Boards
,Tariff Charts etc for their advertisement.

5. Idea cellular having excellent network quality in cities and town but Poor network quality in
Rural Areas.

6. Idea cellular’s having various tariff plans which attracts more customers compare to other
telecom players.

7. Idea cellular services are best suited to the student because of its flexibility tariff plan.
 Recommendation
1. To improve network quality in rural areas.

2. To send expertise on regular visit to Retail shop in order to provide knowledge about
sales promotion, advanced technology, offers & plans.

3. To advertise the company through the medium of newspaper, hoardings & television.

4. If a retailer recharges some other customer’s a/c in place of another customer’s a/c then
On request by the retailer the amount will be refunded back to the retailer on deduction
of minor amount from the recharged amount.

5. To motivate the Retailers to increase sales revenue by offering gifts and rewards etc.

6. To improve sales and distribution channel.

7. Company should revised technology of recharging to ease the burden errors while
processing recharging ,such as deduction of amount without aware the customer what
type of activation subscribed .
 Conclusion
In Dhanbad it is found that !dea is most attracting Brand and it gives very good service to
Retailers. Vodafone is most closer competitor of Idea. Airtel is Market leader in Sales
Revenue where Idea placed in 3rd position.

Indian economy is an emerging one and is growing very fast at the average GDP rate 8 to
9% telecommunication services provides new player are coming who will necessarily
intensify the competition .

Indian telecom companies are puttingin their best offer to rope in major telecom operators
of the world e.g. Vodafone, aircel, MTN etc