A STUDY ON RETAILERS PERCEPTION WITH SPECIAL

REFERENCE TO AIRCEL SERVICES IN AIRCEL LIMITED,

In partial fulfillment for the award of the degree

Of
Post graduation diploma in management

Under guidance of

(Head, Dept. Of Marketing)

Submitted by

ACKNOWLEDGEMENT
A Project Report is never successfully completed without the guidance from appropriate person.
So, now it is the right time to express my sincere gratitude towards all those, who have helped
me to complete the project.

I take the opportunity to express my sincere gratitude to Mr., Principal of for his perseverance
and attention which he extended to us.

I express my humble and deep indebtness to Prof., Director of whose guidance and
encouragement always remained as a source of inspiration throughout the course of this project
work to shape it well.

I am extremely grateful to Mr Aircel Limited for permitting me to work in the esteemed

organization of Aircel Limited, for giving me an opportunity to gain some practical experience
in their company, by doing this project.
Special thanks goes to my mentor Prof. J. (Head, Dept. of Marketing) for providing me much
needed information and giving me direction which paved the way for the completion of the
project.

I am also thankful to entire faculty and staff of without which this project would be not a
successful one.

Last but not the least I would like to appreciate my parents who have always motivated me
directly and indirectly to do my work with utmost Dedication.

DECLARATION

of Business Excellence, Hyderabad, hereby declare that this project report entitled A study on
Retailers perception with special reference to Aircel services in Aircel limited Hyderabad,
is a bonafide record of work done by me during the course of summer internship project work of
PGDM program and all contents and facts are prepared and presented by me without any bias.
I also declare that it has not previously formed the basis for the award to me for any
degree/diploma associate ship, fellowship or other similar title, of any Institute/Society.

Patil)
 BONAFIDE CERTIFICATE

Certified that this project report A study on Retailers perception with special reference to

Aircel services in Aircel limited is the bonafide work of Vijay Gangadhar Patil who

carried out the project work under my supervision

SIGNATURE SIGNATURE

HEAD OF THE DEPARTMENT SUPERVISOR

 INDEX

CHAPTER 1 Executive Summary 07

List of Tables 08
List of Figures 09

CHAPTER 2 Introduction 11
Objectives of the Study 12
Scope of the study 13
Research Methodology 14
Limitation 16

CHAPTER 3 Industry Profile 18

Company Profile 21
 CHAPTER 4 Data Analysis 25

CHAPTER 5 Findings 44
Conclusion 45
Suggestion 46

ANNEXURES Questionnaire 48
Bibliography 50
Reference 51

CHAPTER 1

1. EXECUTIVE SUMMARY
 2. LIST OF THE TABLES

3. LIST OF THE FIGURES

EXECUTIVE SUMMARY

The 60 days Summer Internship Project is designed to undergo the rigor of professional
environment both in form and substance. It provides platform to take up the training and to
develop the network which will be useful in enhancing my career prospects.

The company for which I have done my project is Aircel Limited. The Aircel group is a joint
venture between maxis communication Berhad of Malaysia and Apollo hospital enterprise ltd of
India, wit maxis communication holding a majority stakes of 74%.

The main aim of this project was to do the Survey of Market & Retailers of Aircel in Hyderabad.

The project was to collect the feedback from the retailers with the help of questionnaires.

This research work comprises of the data of retail outlets in the Hyderabad and the questionnaire
was carried out to record the data. The data from the various outlets was collected and it was
recorded. Then, based on the collected data on Aircel services and their products are recorded
and analyzed for company market value & performance.
 LIST OF TABLES

1. Representing monthly total activations data. 25

2. Representing monthly Aircel activations data. 27

3. Representing telecom product services provided by retailers to customers. 29

4. Representing retailers opinion, about the company giving best services. 31

5. Representing Aircel features data. 33

6. Representing companies best plan data. 35

7. Representing last month best plan services. 37

8. Representing Aircel connection plans data. 39

9. Representing pricing of Aircel services. 41

LIST OF FIGURES

1. Representing monthly total activations data. 25

2. Representing monthly Aircel activations data. 27

3. Representing telecom product services provided by retailers to customers. 29

4. Representing retailers opinion, about the company giving best services. 31

5. Representing Aircel features data. 33

6. Representing companies best plan data. 35

7. Representing last month best plan services. 37

8. Representing Aircel connection plans data. 39

9. Representing pricing of Aircel services. 41

CHAPTER 2

1. INTORDUCTION

2. OBJECTIVE OF THE STUDY

3. SCOPE
 4. RESEARCH METHDOLOGY

5. LIMITATIONS

INTRODUCTION

Whenever we talk of growth and development of a nation, hardly can there be anyone who can
ignore the vital contribution of Telecommunication sector. Today it has become a lifeline for us,
in the absence of which we feel we are separated from the world at large. The importance of
telecommunication product and service has gone deep in the life of people that after three
essentials of human being i.e. food, shelter and clothing the fourth one that can be added
comfortably is the communication.

A gadget and a service which can be found in everyones palm ranging from rickshaw-puller to
big businessmen. Now talking of India, which is still a developing country, the importance of
telecommunication as a sector can be very well understood. Indian telecom sector has been doing
exceptionally well in the past decade. Its structural and institutional reforms have provided
tremendous growth opportunity to his sector.

India has nearly 250 million telephone lines making it the third largest network in the world after
China and USA. With a growth rate of 45%, Indian telecom industry has the highest growth rate
in the world. And in this context whenever we talk of mobile telephony, Aircel as a brand must
 be taken in to account. Nowadays there is lot of competition between different telecom operators
who in order to add more subscriber base to the existing figures comes out with attractive
customer schemes and virtually there is a tug of war between operators to get more market share.
But in this fierce competitive war to get more subscriber base, many a times the Retailers who
play a vital role in the whole chain of sales and who influence customers for a service provider
are sometimes ignored.

So from this study an attempt has been made to understand the psychology, behavior, perception
and satisfaction at the Retailer level. In this competitive market for a service provider to get an
edge over other operator, in addition to other prevailing factors a operator must clearly
understand the behavior, perception and satisfaction level of Retailers, which will help them to
design effective strategies to get more sales and increase subscriber base. The study delves into
how the Retailer perception and their expectation level from a particular service provider and
how it can be effectively managed.

OBJECTIVE

1. To understand the awareness of the retailers towards the customers requirement of Aircel.

2. To analyze, the customers preferences of the services provided by Aircel from the perspective of
retailers.

3. To understand the features and plans offered by preferred Aircel services in comparison other
services.

4. To understand the performance of Aircel activation with reference to the services provided.
 SCOPE

The scope of the study was limited to sample size of 60.

The feedback was to be collected from all the retailers in the city.
The study was limited to the city of Hyderabad.
The study was done not only for the retailers of Aircel but also for all the telecom companies
which are a part of telecom Industry.
 RESEARCH METHDOLOGY

Research Objective :

1. To understand retailers perception in telecom sector.

2. To study services providers & their services quality in the telecom sector.

3. To study retailers satisfaction & understand the current scenario in telecom sector.

Sampling size : 60

Sampling frame : Hyderabad, Andhra Pradesh

Sampling method : Stratified random sampling.

Constraints : Time, number of respondent.

Data : Primary and secondary data through personal

 Meetings

Research Approach : Survey method

Survey : Questionnaire

Type of Questions : Unstructured

Methodology is an essential aspect of any project or research. It enable the researches look at the
problem in a systematically, meaningful and orderly way. Methodology comprises the source of
data, selection of data, various design and techniques used for analyzing the data.

Research design:-

It is purely and simply the frame work or blue print of a study that helps to collect and analyze
the data. The research design undertaken in this study is exploratory in nature, i.e. to discover the
future opportunities.

Data Collection method:-

The primary data are collected through survey method is undertaken to find the retailers
satisfaction and opinion.

A survey was conducted among the retailers of Hyderabad city by the aid of unstructured
questionnaire.

The population of the study consists of retailers who are providing or selling Aircel
product services.

The sampling unit for the study is 60, which includes the retailers in Hyderabad city.

The sampling size was restricted to 60 for want of time. Here convenient sampling
techniques have been adopted for collecting the primary data.

The no. of question were about 7-9 questions. It included question regarding the retailers
opinion towards company services.

Secondary data was collected from the company website about the company.

Secondary data from internet and from magazines were useful.

Statistical data method:-

For analyzing the data, statistical tables, and test were used.
 LIMITATIONS OF THE STUDY

1. The sample size of data was limited and collected up to sample size of 60.

2. The analysis is completely based upon the retailers answers because of which there may be
some bias.

3. There were also a few non-respondents.

4. The location of the survey was only limited to Hyderabad.

5. The time period was a restriction.

CHAPTER 3
 1. INDUSTRY PROFILE

2. COMPANY PROFILE

INDUSTRY PROFILE
The Indian telecommunications industry is one of the fastest growing in the world. According to
the Telecom Regulatory Authority of India (TRAI), the number of telecom subscribers in the
country reached 621.28 million as on March 31, 2010, an increase of 3.38 per cent from 600.98
million in February 2010. With this the overall Tele-density (telephones per 100 people) has
touched 52.74. The wireless subscriber base has increased to 584.32 million at the end of March
2010 from 564.02 million in February 2010, registering a growth of 3.6 percent.

Investments

The booming domestic telecom market has been attracting huge amounts of investment which is
likely to accelerate with the entry of new players and launch of new services. According to the
Department of Industrial Policy and Promotion (DIPP), the telecommunications sector which
includes radio paging, mobile services and basic telephone services attracted foreign direct
investment (FDI) worth US$ 2,495 million during April to February 2010. The cumulative flow
of FDI in the sector during April 2000 and February 2010 is US$ 8,872 million. Norway-based
telecom operator Telenor has bought a further 7 per cent in Unitech Wireless for a little over
US$ 431.3 million. Telenor now has 67.25 per cent hold of the company. Telenor has now
completed its four-stage stake buy and has invested a total of US$ 1.32 billion in Unitech
Wireless as agreed on with the latter last year. The government has approved the foreign direct
investment (FDI) proposal of the Federal Agency for State Property Management of the Russian
Federation to buy 20 per cent stake in telecom service provider Sistema-Shyam for US$ 660.1
million

Global

In March 2010, BhartiAirtel bought the African operations of Kuwait-based Zain Telecom for
US$ 10.7 billion, driving the Indian player into the league of top ten telecom players globally.
The Reserve Bank has liberalized the investment norms for Indian telecom companies by
allowing them to invest in international submarine cable consortia through the automatic route.
In April 2010, RBI issued a notification stating "As a measure of further liberalization, it has
now been decided... to allow Indian companies to participate in a consortium with other
international operators to construct and maintain submarine cable systems on co-ownership basis
under the automatic route." The notification further added, "Accordingly, banks may allow
remittances by Indian companies for overseas direct investment."

3G Services

The Department of Telecom has taken the pioneering decision of launching of 3G services by
BSNL and MTNL and initiation of process for auction of spectrum for 3G services to private
operators. Allocation of spectrum for third-generation (3G), and broadband wireless access
(BWA) services was done through a controlled simultaneous, ascending e-auction process. All
the 71 blocks that were put up for auction across the 22 service areas in the country were sold,
leaving no unsold lots. Auction for 3G spectrum ended on May 19, 2010 after 183 rounds of
intense bidding over a span of 34 days. The Government is expected to morph revenue worth
US$ 14.6 billion. All the available slots across 22 circles have been sold to seven different
operators. A Pan-India bid for third generation spectrum stood at US$ 3.6 billion. The Anil
Ambani-led Reliance Communication bagged the highest number of 13 circles at a cost of US$
1.9 billion, followed by BhartiAirtel in 12, Idea in 11 and Vodafone and the TATAs in nine
circles each, according to the Department of Telecommunications. MTNL and BSNL will have
to pay US$ 1.42 billion and US$ 2.2 billion respectively.

Manufacturing

The Indian telecom industry manufactures a vast range of telecom equipment using state-of-the-
art technology. According to the Economic Survey 2009-10, the production of telecom
equipment in value terms has increased from US$ 9 billion in 2007-08 to US$ 10.53 billion in
2008-09 and is expected to be US$ 12.4 billion in 2009-10. Exports have increased from US$
86.74 million in 2002-03 to US$ 23.7 billion in 2008-09, accounting for 21 per cent of the
equipment produced in the country. Telecommunication equipment major Nokia Siemens is
planning to source components worth US$ 28.5 billion from India in 2010-11. In 2009, the
company sourced components worth US$ 20 billion from India. According to a report by
technology researcher Gartner Inc., India ranks fourth in manufacturing telecom equipment in
the Asia-Pacific (APAC) region. The country has a 5.7 per cent share of the regions total
telecom equipment production revenue of US$ 180 billion in 2009. "We expect India to move up
to the third spot (after China and South Korea) with a share of 8.5 per cent of the total
(estimated) APAC telecom equipment production revenue of US$ 277 billion by 2014," Gartner
said. The firm estimates Indias telecom equipment production revenue to grow at a CAGR of
17.1 per cent to reach US$ 22.6 billion in fiscal 2014. India will be the fastest growing telecom
equipment production market in the APAC region over the next five years, it predicts.

Rural Telephony

According to the Economic Survey 2009-10, rural Tele-density has increased from 1.2 per cent
in March 2002 to 15.1 per cent in March 2009 and further to 21.2 per cent at the end of
December 2009. Rural telephone connections have gone up from 12.3 million in March 2004 to
123.5 million in March 2009 and further to 174.6 million in December 2009. The share of
private sector players in the total telephone connections has steadily increased from around 14
per cent in 2005 to 31 per cent as on December 31, 2009. During 2008-09, the growth rate of
rural telephones was 61.5 per cent as against 36.7 per cent for urban telephones. The private
sector has contributed significantly to the growth of rural telephony by providing 81.5 per cent of
the rural phones as on December 31, 2009. It is proposed to achieve rural Tele-density of 25 per
cent by means of 200 million rural connections by the end of the Eleventh Five Year Plan.

Policy Initiatives

The government has taken many proactive initiatives to facilitate the rapid growth of the Indian
telecom industry. In the area of telecom equipment manufacturing and provision of IT-enabled
services, 100 per cent FDI is permitted. No cap on the number of access providers in any service
area. In 2008, 122 new Unified Access Service (UAS) licenses were granted to 17 companies in
22 services areas of the country. Revised subscriber based criteria for allocation of Global
System of Mobile Communication (GSM) and Code Division Multiple Access (CDMA) spectra
were issued in January 2008. To provide infrastructure support for mobile services a scheme has
been launched to provide support for setting up and managing 7,436 infrastructure sites spread
over 500 districts in 27 states. As on December 31, 2009, about 6,956 towers had been set up
under the scheme. According to the Consolidated Foreign Direct Investment (FDI) Policy
document, the FDI limit in telecom services is 74 per cent subject to the following conditions:
This is applicable in case of Basic, Cellular, Unified Access Services, National/ International
Long Distance, V-Sat, Public Mobile Radio Trunked Services (PMRTS), Global Mobile
Personal Communications Services (GMPCS) and other value added Services. Both direct and
indirect foreign investment in the licensee company shall be counted for the purpose of FDI
ceiling. Foreign Investment shall include investment by Foreign Institutional Investors (FIIs),
Non-resident Indians (NRIs), Foreign Currency Convertible Bonds (FCCBs), American
Depository Receipts (ADRs), Global Depository Receipts (GDRs) and convertible preference
shares held by foreign entity. In any case, the 'Indian' shareholding will not be less than 26 per
cent

FDI up to 49 per cent is on the automatic route and beyond that on the government route. FDI in
the licensee company/Indian promoters/investment companies including their holding companies
shall require approval of the Foreign Investment Promotion Board (FIPB) if it has a bearing on
the overall ceiling of 74 per cent. While approving the investment proposals, FIPB shall take
note that investment is not coming from countries of concern and/or unfriendly entities. The
investment approval by FIPB shall envisage the conditionality that the Company would adhere to
license Agreement FDI shall be subject to laws of India and not the laws of the foreign
country/countries

The Road Ahead

According to a report published by Gartner Inc. in June 2009, the total mobile services revenue
in India is projected to grow at a compound annual growth rate (CAGR) of 12.5 per cent from
2009-2013 to exceed US$ 30 billion. The India mobile subscriber base is set to exceed 771
million connections by 2013, growing at a CAGR of 14.3 per cent in the same period from 452
million in 2009. This growth is poised to continue through the forecast period, and India is
expected to remain the worlds second largest wireless market after China in terms of mobile
connections.

"The Indian mobile industry has now moved out of its hyper growth mode, but it will continue to
grow at double-digit rates for next three years as operators focus on rural parts of the country,"
said Madhusudan Gupta, senior research analyst at Gartner. "Growth will also be triggered by
increased adoption of value-added services, which are relevant to both rural and urban markets."
Mobile market penetration is projected to increase from 38.7 per cent in 2009 to 63.5 per cent in
2013, according to Gartner.

COMPANY PROFILE

The Aircel group is a joint venture between maxis communication Berhad of Malaysia and
Apollo hospital enterprise ltd of India, wit maxis communication holding a majority stakes of
74%.

Aircel commenced operation in 1999 and became the leading mobile operator in Tamil Nadu
within 18 months. In December 2003, it launched commercially in Chennai a quickly established
itself as a market leader- a positive it has held since.

Till today, the company gained a foothold in 18 circles including Chennai, Tamil Nadu, Assam,
North East, Orissa, Bihar, Jammu & Kashmir, Himachal Pradesh, West Bengal, Kolkata, Kerala,
Andhra Pradesh, Karnataka, Delhi, UP(West), UP(East),Maharashtra & Goa and Mumbai.

The company has currently gained a momentum in the space of telecom, govt. of India for 13
new circles across India. These including Delhi(metro), Mumbai(metro), Andhra Pradesh,
Gujarat, Haryana, Karnataka, Karla, Madhya Pradesh, Maharashtra & Goa, Rajasthan, Punjab,
UP(west) and UP (east).

With over 25 million customers in the country, Aircel the fast growing telecom company in
India. Aircel is a full-fledged national operator. Aircel group, today introduce face book update
on SMS services to its prepaid and post paid subscribers.
COMPANY OFFERING (PRODUCTS)
Aircel mainly deal in its core business of cellular connection it provides verity of products such
as
Postpaid mobile connection.
Prepaid mobile connection.
Recharge vouchers.
Value added services.
Broadband connections.

With the help of these products company operate its business in the market & company launches
other products but they can be depend on either the competition or customer preference.

PRODUCT AND SERVICES

Aircel provided 2G services (3G services about to start) using digital GSM technology. We offer
GSM voice and data services in all of the regions in which we currently operate. In addition to
basic mobile voice telephony services, we offer a wide range of value added and data services.
These include voicemail, dual SIM card capabilities, missed call alert, SMS, GPRS services, and
email services.
Aircel offers a bouquet of Innovative products that are unique & simple to use with a single
minded objective of solving a real problem. Aircel products are unique in a various ways to keep
you one step ahead. Aircel are focused on demonstrating our versatility in creating value to our
subscribers through innovative products. It offers pre-paid and post- paid voice, MMS access
services. Aircel launched services in most over part of India.

MISSION STATEMENT

We are conditionally committed to exceeding our customers 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.

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 & 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,
and 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.

AWARDS AND ACHIEVEMENTS

Awarded in No.1in customer satisfaction and network quality - 2006

Best Mid size companies in the year - 2007

Best Continue Campaign Aircel TM ABBY Awards

Added Punjab, Haryana, and Rajasthan and UP (East) circles to India operation.

Best regional operator in the year - 2008.

World Brand Congress 2009 with three awards,

Brand Leadership in Telecom,

Marketing Campaign &
Marketing Professional of the Year.

CMAI INFOCOM National Telecom Award in the year 2009 for, Excellence in Marketing of
New Telecom Service.

COMPETITORS PROFILE

In India, Aircel is the 5th largest GSM mobile provider industry in India.
The Aircel limited competitors are

1. Bharti Airtel.
2. Bharat Sanchar Nigam Limited.
3. Reliance Communications.
4. Vodafone Essar.
5. Aircel limited.
6. Tata Tele services.
 7. Idea cellular.
8. Uninor.

But the following companies are main competitors for Aircel, in Indian telecom industry.

1. Bharti Airtel.
2. Bharat Sanchar Nigam Limited .
3. Reliance Communications.
4. Vodafone Essar .
5. Aircel Limited.
6. Tata Tele services.

CHAPTER 4

DATA ANALYSIS
 DATA ANALYSIS

A study of statistical analysis based on following questionnaire and data.

Table1. Representing monthly total activation data

No. of Retailers sales No. of Retailers Percentages

0 to 25 9 15%

25 to 100 26 43%

100 to 150 13 19%

150 to 350 7 13%

350 to 1500 5 10%

 Source : Questionnaire

Figure1. Representing monthly total activation data

0 to 25 25 to 100 100 to 150 150 to 350 350 to 1500

9 5
7

13

26

Source: Questionnaire

Inference:

The subscribers want to select the best network service. And the subscribers are giving
preference to those services; those are providing like network quality, reasonable call rate, and
good internet facility, with best prepaid and postpaid services. And retailers need monthly
changes in every network service plans. From the above table it can be concluded that
Tolichowki and Chandrayangutta retailers sales showing low range from other retailers. Due to
lesser barriers of entry, there foreign companies are coming to India and subscribers want to
select one of the best telecom services from them.
 Table2. Representing monthly Aircel activation data

No. of Activation No. of Retailers

0 to 5 21

5 to 15 16

15 to 25 11

25 to 35 9

35 to more 3

Source: Questionnaire

Figure2. Representing monthly Aircel activation data

 35 to
more 3

25 to 35
9

15 to 25
11

5 to 15
16

0 to 5
21

0 5 10 15 20 25

Source: Questionnaire

Inference:

Aircel has less market demand because other companies are providing good services from
Aircel. From retailers perception it can be concluded that Aircel will have to put services with
new plans, as like last month Reliance communication and Idea cellular was given activations
Rs. 13/- and Rs. 26/- respectively with free full talk time. From the above table it can be
conclude that in the last month 21 retailers had done activations only near to 0 to 5 but other
retailers had done more than 5 activations, even some retailers had done more than 35 activations
in the last month.
 Table3. Representing telecom products services provided by retailers to customers

Telecom industry services No. of Retailers Percentages

Postpaid 6 10%

Prepaid 11 18%

Both(postpaid and prepaid) 43 72%

Source: Questionnaire

Figure3. Representing telecom products services provided by retailers to customers

 50
45 43

40
35
30
25
20
15 11
10 6
5
0
postpaid prepaid both
no. of retailers 6 11 43
percentages 10% 18% 72%

Source: Questionnaire

Inference:

In the telecom industry, the companies are providing to customers prepaid and postpaid product
services. In Prepaid, a tariff plan that fits usage and best budget. And in postpaid, companys
offer which is customized to suit the customers calling needs. From the above table analysis it
can be conclude that 72% retailers are providing prepaid and post paid both services. 18%
retailers are providing only prepaid product services and 10% retailers are providing only
postpaid services, they want to start postpaid services and prepaid services respectively.
Table4. Representing retailers opinion, about the company giving best services
Source: Questionnaire
Company Name No. of Retailers Percentages

Aircel services 5 6%

Airtel services 14 23%

Idea services 7 12%

Vodafone services 8 13%

Reilance services 19 32%

Tata services 6 10%

BSNL services 1 4%

Virgin services 0 0%

Uninor services 0 0%

Figure4. Representing retailers opinion, about the company giving best services

0 0 0
1 5
6 Aircel Airtel

14 Idea Vodafone

reliance Tata
19

7 Bsnl virgin

8
uninor

Source: Questionnaire

Inference:
All telecom companies are providing best services from their competitors. In India, there are
some domestic and foreign players like Airtel, Aircel, Reliance, BSNL, Tata and Vodafone,
Uninor. From the above data analysis it can be conclude that Reliance communication is
providing best service plans like free full talk time with new GSM activation even Airtel also
providing good service plans from competitors. And rest of all companies wants to come closer
to market for providing good services.

Table5. Representing Aircel features data

 Aircel features plans No. of Retailers Percentages

GPRS 28 49%

Games 2 6%

Net 16 27%

And others 11 18%

Source: Questionnaire

Figure5. Representing Aircel features data

OTHER 18%
11

NET 27%
16

GAMES 6%
2

GPRS 49%
28

0 5 10 15 20 25 30
GPRS GAMES NET OTHER
PERCENTAGES 49% 6% 27% 18%
NO. OF RETAILERS 28 2 16 11

Source: Questionnaire

Inference:
Telecom companies are providing features like GPRS, Games, Net, etc for companys
subscribers and these is one way of helping for growth of companys revenue. Aircel Limited is
also providing these features and from above analysis it can be conclude that Aircel is having
high growth in GPRS and Net features services. 49% retailers opinion, Subscribers mostly like
to use GPRS services and 27 % retailers opinion; subscribers like to use net facilities.

Table6. Representing companies best plans data

 Name of the plans No. of Retailers Percentages

New Recharge vouchers plans 25 42%

New dialer tune plans 6 10%

New local and STD rate plans 21 33%

New internet plans 8 15%

Source: Questionnaire

Figure6. Representing companies best plans data

8
new recharge voucher plans

25 new dailer tune plans

19 new local and STDrate plans

new internet plans

6

Source: Questionnaire

Inference:
All companies want to provide best service plans, they wants to compete with their competitors
in the services. In the telecom industry, the companies are providing full talk time recharge
vouchers, monthly latest dialer tunes, low call rates and other plans. With these plans every
company wants to be a market leader. From 43% and 21% retailers opinion, companies want to
compete through new recharge voucher plans and low call rate plans with other competitors,
respectively. 14% retailers opinion, subscribers like to purchase monthly latest dialer tunes. And
10% retailers opinion, subscribers like to use new internet plans.

Table7. Representing last month best plans services.

 Source: Questionnaire
Company name No. of Retailers Percentages

Aircel services 4 6%

Airtel services 7 125

Idea services 13 22%

Vodafone services 5 8%

Reilance services 29 48%

Tata services 2 4%

BSNL services 0 0%

Virgin services 0 0%

Uninor services 0 0%

Figure7. Representing last month best plans services.

29
30
25
20
13
15
10 7
4 5
5 2
6% 12% 22% 8% 48% 4% 0 0 0 0 0 0%
0

Source: Questionnaire

Inference:
From Indian market survey, telecom Industry had high growth from other industries in the last
month. In Indian telecom industry some domestic and foreign players are there like Aircel,
Airtel, Idea, Vodafone, Reliance, Tata, BSNL, Virgin, and Uninor. From the data analysis I got
that 48% retailers perception, Reliance communication had given best plans through GSM
services. 22% retailers perception, Idea cellular had given best plans through free full talk time
with new activations. But BSNL and Virgin have no any subscribers because call charges are
very high, services are same from last few months, they are investing less in advertising due to
which the customers are not able to aware about plans offered by the company.

Table8. Representing Aircel connections plans

 Aircel connection plan No. of Retailers Percentages

Low call rate 30 50%

Full talk time 16 27%

Double talk time 4 6%

Others 10 17%

Source: Questionnaire

Figure8. Representing Aircel connection plans

30
30

25

20 16

15
10
10
4
5
50% 27% 6% 17%
0
low call rates full talk time double talk time other

Source: Questionnaire

Inference:
Telecom companies are providing to subscribers best connection plans like low call rates, full
talk time, double talk time and others. 50% retailers said that, the subscribers are taking Aircel
services due to less call charges taken by the company because the customers have basically
taking the SMS packages, STD call rates, etc. and 27% retailers said that, the subscribers like full
talk time value vouchers. Company providing full talk time vouchers with mostly new
activations or in some festivals plans that why subscribers come to attract over here.

Table9. Representing pricing of Aircel services

Pricing of Aircel services No. of retailers Perception

Low prices 1 2%

good prices 32 52%

Reasonable prices 22 37%

Costly prices 5 9%

Source: Questionnaire

Figure9. Representing pricing of Aircel services

2%

9%

low prices

good prices
37%
reasonable prices
52%
costly prices

Source: Questionnaire

Inference:
Aircel limited providing all services behalf of investments. The subscriber taking Aircel services
because the pricing of product service plans good and reasonable from other competitor
companies. From the data analysis I got 52% retailers said that the pricing of Aircel services are
good. And 37% retailers said that the pricing of Aircel services are reasonable.
CHAPTER 5

1. FINDINGS

2. CONCLUSION

3. SUGGESSTIONS

FINDINGS
1. All the retailers are dealing in all services i.e. providing Recharge Voucher, SIM, and Tariff
Voucher of all the cellular service companies present in Hyderabad. Also most of them provide
only pre-paid connection.

2. Around 15% of the respondents told that there is network problem with Aircel.

3. Some of the retailers i.e. around 34% of respondents are satisfied with Aircel brand, 30% of
them push Aircel brand to the customer and rest 36% retailers are not satisfied with Aircel brand
due to network problem in some area.

4. Some retailers are dissatisfied with company distributors. Distributors are not promissory to the
retailers and sometimes, they hide the related information.

5. Customer care response is not so good. As a retailers told that, there is less security for them.

6. From the observation and the findings of the survey it comes out clearly that the retailers play a
very vital role in acquiring customers by influencing their decision making in favors of the
service provider which the retailers likes the most.

CONCLUSION
From the observation & finding of the survey its comes out clearly that the retailers play a very
vital role for telecom service providers. Its also comes out clearly that profit margin not the only
reason for which retailers sales a particular brand but other aspects such as services, schemes,
pricing of product & services are equally important.

1. As per retailers Aircel should try to work on new marketing strategies for sales, pricing &
services.

2. Most of the retailers feel that there is lack of good network availability and customer care
as per other telecom brands.

3. Some of the retailers feel that there is scope for improvement in the case of Aircel
distribution service.

So if these problem areas are being worked upon by the Aircel there is every possibility in the
near future that Aircel definitely move pass all other competitors & will be the preferred service
provider of the retailers.

SUGGESTIONS
 On the basis of extensive study and research, here are some suggestions which may help the
company to market the product and service more profitability and increase its share in the
Telecom market.

1. Product service tariff plans should be improved so that it will reach to every retailers and every
level of customers.

2. Retailers suggest to Aircel limited, they should focus on advertisement & promotion activities.

3. As per retailers perception Aircel should go for occasional tariff plans offers or price off from
time to time during any festival and off season discount offers may also prove helpful to check
unpredictable sales.

4. Aircel should try to increase the efficiency of its sales person. Proper training should be given to
them where they should be told as how to improve relation with the retailers, become a good
listener, perform their duties efficiently so that overall satisfaction level of retailers can be
increased

5. Now regarding the Service Quality, Aircel should try to improve its overall service quality by
responding to the problems of retailers in time, by incorporating a more helping attitude, by
providing fast service and having an empathetic look towards the retailers problem.

6. From the retailers survey it also came to light that Aircel is slow in processing, i.e. verification,
sim-card delivery and activation. So Aircel should also try to improve upon this factor.
ANNEXURES

1. QUESTIONAIRE

2. BIBILIOGRAPHY

3. REFERENCE

QUESTIONAIRE
1. Name
 ------------------------------------------------------------------------

2. Name of the retail outlet.

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3. How much activation, you have done in the last month?

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4. How much activation, you have done in the last month in Aircel?

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5. Which services, are you providing the customers?

Postpaid
Prepaid
Both

6. From your perception, which company is giving the best services?

Aircel services
Airtel services
Idea services
Vodafone services
Reliance services
Tata services
BSNL services
Virgin services
Uninor services 7. Which
features subscribers like in Aircel services?

GPRS
GAMES
NET
OTHER
8. For which plan Aircel Company is getting best response?

Recharge vouchers
New Dialer tunes
New local &ISD rates
New internet rates

9. Which company had offered the best plans in the last month?

Aircel services
Airtel services
Idea services
Vodafone services
Reliance services
Tata services
BSNL services
Virgin services
Uninor services
10. Which
connection customers, prefers mostly in Aircel?

Low call rate

Double talk time
Full talk time
Other

11. What is your opinion towards the pricing of Aircel services?

Costly prices
Low prices
High prices
Reasonable prices

12. What is the cause of poor activation of Aircel in the last month?

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BIBLIOGRAPY
1. Referred book

Principles of Marketing Philips kotler

Marketing Research G.C. Beri
Research Methodology G.R. Kothari

2. Websites

www.Google.com
www.answer.com
www.aircel.co.in