Darwin School of Business-

Guwahati

A Project Report
On
“Retail Mapping & Aircel Brand Image In
Guwahati City’’

By

JAHID AHMED MAZUMDER

Master of Business Administration (MBA) 3rd semester
Darwin School of Business.

Internal guide External guide

BISHWAROOP BHATTACHARJEE, BIKAS BARUA
Faculty, Darwin School of Business T.M. Aircel

DARWIN SCHOOL OF BUSINESS

 CERTIFICATE

Certified that MR. JAHID AHMED MAZUMDER is a student of

MBA 3RD semester of DARWIN SCHOOL OF BUSINESS, ZOO ROAD, has
completed our project entitled as “Retail mapping & Aircel Brand Image in
Guwahati city” Submitting in partial fulfillment of the award of the degree of
Master of Business Administration (MBA) of the said INSTITUTE.

We have worked under the supervision of our Faculty Mr.

BISHWAROOP BHATTACHARJEE, Darwin School of Business. The Report
submitted is genuine & no part of this report has been submitted anywhere for the
award of any degree from any University.

We were sincere & obedient during this tenure of study having an

amiable behavior & good character.
 DECLARATION

I, the undersigned, hereby declare that the project entitled “Retail mapping &

Aircel Brand Image in Guwahati city Assam.” It is an attempt by me to

understand and learn the “Retail mapping of Aircel along with other Telecom

Companies in Guwahati city. All the information in this report is collected by

physically analyzed and checked. Any discrepancy in the report, if any, may be

informed to the undersigned for necessary correction and future guideline and I

will be obliged for the same.

Place: GUWAHATI
JAHID AHMED MAZUMDER
MBA 3rd Semester
Darwin school of Business
Date: 20.01.2011 Zoo Road, Guwahati
 PREFACE

In course of MBA from Darwin School Of Business-Guwahati, it is

required to undergo for a practical training of 45 days. This training is required in
professional business management in number of ways. Main objective is to get a
practical experience about a business organization in the fieldwork.

I have taken my practical training in MARKETING under Aircel

which is located in silphukhri, Ghy (Assam). We worked in the organization to
study on “Retail mapping & Aircel Brand Image in Guwahati city, Assam.”
During our training we have to visit the outlets or the retailers which deal with the
RCVs & ACQ of Aircel, Airtel, Reliance, Vodafone, idea and BSNL of different
telecom companies for collecting the data relating to the project. I have done the
project under the guidance of Mr. Bikas Barua, Territorial Manager, Aircel.
During this training, we got to learn many new things about the
Industry/Company and the current requirements of companies. This training
proved to be a milestone in my knowledge of present telecom industry scenario
and developing business objectives and activities in marketing field. I can get the
knowledge of distribution channels of different operators in the market and get
the clear picture of the competition in the market. This is the practical experience
which theoretical study can not provide.
 ACKNOWLEDGEMENT

At the very outset I would like to express my gratitude to the Aircel

Company for accepting my proposal to carry out the project in the organization.

I would like to thank Mr. BIKAS BARUA (T.M) for giving me the
opportunity of getting experience in the organization concern.

I am very grateful to Mr. Durva kalita (Sales Head), for his moral
support.

I am very grateful to Mr. Bishwaroop Bhattacharjee for his guidance and

help in the project. His constant guidance and support has been tremendous.

Finally i would like to thank our all retailers of this area for their help
and support.

JAHID AHMED MAZUMDER

MBA 3rd Semester
Darwin school of Bussiness
Zoo Road, Guwahati
 CONTENTS
Part- I

EXECUTIVE SUMMARY

1. Introduction
2. Aims and Objectives
3. Methodology
4. Analysis
5. Conclusion

Part- II
PROJECT OVERVIEW

1. Introduction
2. Aims and Objectives
3. Methodology
4. Analysis
5. Conclusion
6. Recommendation

Part- III
AN OVERVIEW OF THE ORGANIZATION

1. Introduction
2. History of the Organization
3. Special features
4. Departmental study
5. Detail study of department related to specialization
6. Competitors details

Part- IV

1. Appendix
2. Bibliography
3. References
PART- I
EXECUTIVE
SUMMERY
 INTRODUCTION

1. PROJECT TITLE : “Retail mapping & Aircel Brand Image

in Guwahati city”

2. DURATION : 50 DAYS.

3. PLACE OF WORK : Guwahati.

4. COMPANY : Aircel. Guwahati.

5. FACULTY GUIDE : Mr. Bishwaroop Bhattacharjee ,

Darwin School of Business, Guwahati.

6. ORGANIZATIONAL GUIDE : Mr. Bikas Barua ,Territorial Manager,

Aircel, Guwahati
 AIMS & OBJECTIVES

1. To find out the organizational profile, history etc.

2. To study the retail mapping & Aircel Brand Image in Guwahati city.

3. To study Network factor, visibility of Aircel hoardings.

4. To improve the inadequacies if any in the present system of

marketing for further business growth of the organization.

5. To study whether all retailers done Agreement with Aircel or not.

6. To study whether F.O.S visits the shop regularly or not.

7. To explain Schemes to retailers and their profits.

8. To setup a knop to selected shops to give free Aircel prepaid to customer

9. To explain Retailers to send 555 & customer name for sim activation.

10. To study whether Retailers have E-TOP UP ( Lapu sim) or not.

 METHODOLOGY

The study was descriptive in nature and except for a few instances where
statistical analysis of considerable region was used, the researcher tried to present
the findings in a simple format.

The respondents were selected through simple random sampling; the

method of contact was through personal interview as it was the most versatile
amongst the alternatives. This helped provide clarification to the respondents and
also had the advantage of recording additional information and opinions.

PRIMARY DATA

The primary data is collected through a well prepared questionnaire, and

physically analyzed and visits retailers.

SECONDARY DATA

The secondary data is primarily collected from the Internet, Catalog,

Magazines and any other type of published data.

DATA REPRESENTATION

Data is represented through various tabular and graphical representations.

 ANALYSIS

A structure questionnaire with implied alternatives and assumptions,

multiple choice questions are framed. Both primary and secondary data

and information were studied, interpreted and analyzed in percentage,

ranking and tabular form. Pie-chart & Bar Diagram is used for

graphical representation of the data to felicitate the study.

 LIMITATIONS OF THE STUDY

 The first limiting factor in this project work is some retailers don’t give

their cooperation and don’t respond well.

 Some Retailers do not like to provide the data regarding the monthly turn

over and stock levels of the company.

 And the most difficult factor was the difficulty in acquiring the cooperation
of the respondents. It was somehow not so easy in convincing some retailers
to co-operate in responding to the questionnaires.
 MAJOR FINDINGS

The major findings of the study are…

• Some retailers remarked that FOS do not visit their shop.

• RCV FOS do not visit all the Shop, they visit some selected
shops.

• Some retailers also complain that there is a delay in Sims

activatation.

• Some retailers complain that Territorial Manager don’t visits

their shops.

• Most of the retailers complain that Aircel don’t provide any

schemes to them.

• Some retailers complain that they don’t have E-top up(lapu

sim). They told us that they have submitted their documents to
F.O.S but they don’t get the lapu sim.

CONCLUSION
This project study makes very clear that the Aircel is one of the leading Telecom
Company in Guwahati city. The main competitors of Aircel are Airtel, Vodafone
and Reliance.

In the market, Aircel provides the highest retail margin 3.5% to the retailers
which attract the retailers as well as the customers. The brand image of the Aircel
is very good in the market. Aircel always try to expand its services in each and
every area.

Recently two new Telecom operators has come up in Guwahati, viz. idea and Tata
Indicom. In Guwahati, there is a lot of competition among the telecom operators
to attract the customers and capture the market leader in Assam.

Aircel has to create a brand loyalty among consumers by providing fast, problem
free, innovative and newer services to its consumers. Some activities of the
company which will build a strong relationship with the retailers as well as the
customers are as follows – the company should pay due attention towards the
timely delivery of the products. Occasional visits by the company people could
build a stronger relationship and increase the satisfaction level of the retailers.
 PART- III

AN OVERVIEW OF
THE
ORGANISATION

COMPANY PROFILE
The Aircel is a joint venture formed in 2006 between Maxis Communications

Berhad of Malaysia (74%) and Apollo Hospital Enterprise Ltd. Of India (26%).

It’s a marriage of two successful companies, each a leader in its own right and

ranked a “super brand” in its home base. Maxis is Malaysia’s premier mobile

operator with an impressive track record of growth and market leadership. It has

consistently won several international and national awards for its vision,

corporate governance and market leadership. In 2006, it was voted Malaysia’s

Most Admired Company by Wall Street Journal Asia and the following year, the

company was awarded Asian Mobile Operator of the Year at Asian Mobile News

Awards held in Singapore in June 2007.

Apollo is the largest health care provider in Asia. A pioneer in the industry, it now

owns and manages a chain of hospitals, clinics and pharmacies in India,

Bangladesh, the Middle East and Africa Like Maxis, Apollo is a service provider

committed to customer service excellence delivered through professional

management and modern technology.

The new ownership heralds a new chapter for Aircel group, which was formed in

1994 by entrepreneur C. Sivasankaran in the wake of the privatization of

telecommunications in India. In its first decade of operations (1995-2005), Aircel

concentrated on building its base in the south to emerge as the regional market

leader.

The Southern leader has now set its sight on becoming a pan India operator. It has

embarked on a vigorous pan-India expansion, with current operation in 10 of 23

telecom circles In addition to its leadership position in Tamil Nadu. Aircel has now

achieved regional leadership in the North-Eastern region within 18 months of

launch of services and is on the fast track to realize its vision as a national player

by 2010.

FROM REGIONAL PLAYER TO NATIONAL

PLAYER
Aircel is one of the fastest growing mobile operations in India The southern
market leader began its outward journey in 2005 and met with unprecedented
Success in the Eastern frontier circles. It emerged as a market leader in Assam
and in the North Eastern provinces within 18 months of operation.

During this period, the company gained a foothold in 10 circles, and was allotted
spectrum to operate in the remaining 13 circles of India s telecommunications
circles. It also got approval from the Department of Telecommunications for ILD
and NLD telephony services. It has now revved up plans to become a full fledge
national operator by 2010.

To achieve this, Aircel will invest US$ 5 billion to build high quality infrastructure
and deliver reliable mobile services that will give it the edge in the increasingly
competitive marketplace.

1999-2004: Southern focus

The company commenced operation in 1999 and became the leading mobile

operator in Tamil Nadu within 18 months. In December 2003. Aircel acquired

RPG cellular, the incumbent operator in Chennai, and quickly established itself as

a market leader.

LAUNCHED OPERATIONS IN:

1999
 Rest of Tamil Nadu
Population: 58.2 million
Subscribers: 4.96 million
Ranking: 1st out of 6

2003
Chennai Metropolitan
Population: 8.6 million
Subscribers: 1.8 million
Ranking: 1st out of 6.

2005 EASTERN FRONTIER

Aircel made an impressive debut as the fastest growing mobile

operator in the Eastern frontier states at end of 2005. It is now the largest mobile

operator in Assam and North Eastern Province. In the next couple of years, it will

focus on growing subscriber numbers through exciting products and services,

aggressive marketing campaigns and network expansions.

LAUNCHED OPERATIONS IN:

ASSAM
SEPTEMBER: Ranking 1st out of 4.
 .
NORTH EASTERN PROVINCES
OCTOBER: Ranking 2nd out of 4

WEST BENGAL, ORISSIA

NOVEMBER

2006: NORTHERN THRUST

Aircel continued pressing northward, this time rolling out operations

in the Himalayan states of Jammu & Kashmir and Himachal Pradesh. It also

gained a foothold in the populous state of Bihar, bringing the total number of

circles in the Aircel network to 9.

LAUNCHED OPERATIONS IN:

JAMMU & KASHMIR: JANUARY

HIMACHAL PRADESH, BIHAR and JHARKHAND: DECEMBER

2008: PAN EASTERN OPERATOR

 Aircel launched its operations in Kolkata, as its 10th operational circle
to complete Pan Eastern Coverage; Kolkata is the second metro after Chennai and
an important land mark in Aircel growth story.

KOLKATA: May

AIRCEL PLANS: RAPID ROLL OUT IN NEW CIRCLES

Aircel will continue its relentless march across India to establish to

establish itself as a national operator. As a relatively new entrant to these circles, it
can benefit from cost-efficiency derived from infrastructure-sharing and
outsourcing. Meanwhile every effort is being made to gain market share in these
circles.

ANDHRA PRADESH, DELHI, GUJRAT,

HARAYANA, KARNATAKA, PUNJAB, KERALA, MADHYA
PRDESH, MAHARASHTRA , RAJASTHAN, UTTAR
PRADESH (EAST) ,UTTAR PRADESH (WEST)

STRONG PROPOSITION WINNING

WAYS
 Aircel is focused on ruling the airwaves as an iconic mass market

brand. It is a proposition that has worked in Chennai, Tamil Nadu and the

Eastern Frontier States, where it demonstrated an ability to understand the

market by speaking the language of the masses and successfully countering the

competition. Aircel’s proposition is grounded on four brand values: trustworthy,

creative and exciting.

SIMPLE

Aircel want to listen, learn and connect with every Indian and in turn

help them connect with each other wherever, whenever, however. To meet the

needs and wants of Aircel’s diverse audience, Aircel has designed a wide array of

products, services and tariff plans that are simple to understand, easy to use and

offer the frills without the fuss.

TRUSTWORTHY

Aircel is tuned into the needs and desires of its stakeholders-

subscribers, customers, retailers and distributors, investors, staff, regulators,

channel partners, the government and the community where Aircel operate.

Aircel take it as own

responsibility to deliver the best and are committed to ensuring that the

stakeholders have the confidence in Aircel and trust the quality of products,

services and operations.

CREATIVE

Aircel want to stay ahead of competition, just like the subscribers. To

help them meet their aspiration and Aircel’s along the way, Aircel continuously
seek to create, invent and re-invent our products and services. Aircel want to
make every form of communication enjoyable, stimulating and different by
continuously expanding the range of its Value Added Services and Riding on new
technologies.

EXCITING

Aircel want to add a dash of excitement and delight to its customers in

the youthful technology advanced marketplace. Aircel thus ride on the wonders of
technology, providing speed and excitement to reach out to Aircel’s audience via
voice, text, images and video. Aircel also want to create a stir in areas neglected by
others-extending Aircel’s services to distant provinces and isolated villages where
telephones are a rarity or non-existent.

LEADING THE WAY

To deliver Aircel’s brand promises, it has invested heavily to be on the

forefront of new technologies, customer service and value added services. Aircel’s
entire network is EDGE-enabled to ensure speedy and reliable transmission and

good customer service 24/7. Aircel have also successfully conducted 3G trials in

Chennai.

Aircel also have WiMax enabled 30 cities in India providing faster, more

affordable internet connections for homes and businesses.

Aircel WiMax: the Nation

Aircel became the first operator in the country to provide pan-city

WiMax coverage, beginning with its birthplace, Chennai. It also became one of

only five operators globally to roll out WiMax services on a pan-city basis.

Creative and exciting, this high speed wireless internet service is

unaffected by weather, time or terrain, thus overcoming the obstacle of ‘last mile’

connectivity faced by service providers in India. Users can thus be rest assured of

stable and reliable connections. And the good news is it comes at an affordable

price.

Aircel’s WiMax services are targeted at the SME and Enterprise

markets. It is also useful for video-conferencing, establishing telemedicine facilities

and supporting e-governance initiatives.

To gain foothold in India, Aircel rolled out WiMax services to 30 other

cities across the country: Ahmedabad, Bangalore, Baroda, Bhopal, Chandigarh,

Cochin, Coimbatore, Delhi, Erode, Goa, Gurgaon, Hubli, Hyderabad, Indore,

Jaipur.
 VALUE ADDED SERVICES

 Talking SMS. Forget typing; just talk your way through with
messages for family, friends & business associates.
 Special SMS Services. This has propelled Aircel to the forefront of
push-pull SMS services. It allows users to have the latest in news,
astrology, sports as well as jokes, love messages and SMS access to
your favorite mobile logos and ring tones.
 Colure SMS. It’s cool, its trendy and it validates Aircel as an exciting
brand among youth.
 Aircel SMS Bank & Phone Book. Storage unlimited for SMS (former)
and contact details (the later VAS).
 Aircel 55555 Services. Dial 55555 for a whole range of services from
ring tones downloads to celebrity updates, jokes, astrology, movie,
reviews, and pooja times.

 MobiHealth. Aircel is the first cellular operator to offer health

advisory services. With MobiHealth users can discover the ancient art
of acupuncture through SMS.
 Your Astrologer is here. For personalized daily horoscope, give your
birth date and time via SMS to your mobile astrologer or speak with
him now.
 Dialer Tunes.
 Caller Ring Back Tones.
 Introducing pocket Internet card
 Dialer tune card
AIRCEL SOCIAL RESPONSIBILITY

While Aircel continues to surge ahead in its quest for pan India

presence for business growth, the company is in the process of firming up its

Corporate Social Responsibility (CSR) initiatives on an ad-hoc basis, while

evacuating a concrete CSR plan, which upon implementation will contribute to a

sustainable and long lasting benefit to the society.

Health Check Up Camps

One of the biggest problems during the monsoon months in India is

the high incidents on malaria. This severely affects the inaccessible rural areas of

the country, claiming many lives due to delayed medical treatment. Aircel

partnered with the Indian Medical Associations for a series of malaria detection

and treatment camps in rural areas of the North East, where Aircel sponsored all

the medicines besides handling the logistics for the doctors and the volunteers.

More than a thousand lives were touched during this camps which were conducted

once a month.

Fund-Raising activities
 Aircel sponsored fund raising events such as dance drama

‘EKAANTHA SEETHA- a Lonely Farrow’ to raise funds for the Crafts Council

of India that is involved in training craftsperson and upgrading pertinent craft

tools and technologies. Aircel also supported Indian theatre by sponsoring

renowned Indian playwright Bharat Dabholkar’s latest play ‘A Funny Thing

Called Love’ with part of the proceeds donated to the charity.

Spreading Festive Cheer

At the heart of all CSR programme is the act of reaching out to the
less fortunate. On World Disability day Aircel organized special entertainment for
disable people in Jammu and the highlight of the evening were performances by
them. Aircel celebrated with orphans from Shillong, and the celebration came
replete with musical entertainment, Christmas Carols and a Santa Claus bearing
gifts for the children.

USO: Beyond Profitability

Aircel Emerged as the most successful mobile operator in the

government-sponsored Universal Service Offer (USO) tender exercise, which

invited private operators to role-out telecommunications services to rural and

remote areas, often regarded as unprofitable and low priority. The USO fund was

formed by the Department of Telecommunication (DoT) with part of the Access

Deficit Charge
collected from private telecom operators. The fund aims to expand

telecommunication infrastructure to areas without this basic amenity.

In January 2007, DoT invited all cellular operators in India to bid for “Support

from USO fund for setting up and managing infrastructure sites and provision of

mobile services in specified rural and remote areas of the country”. The tender

involved two parts:

Part A- To set up passive infrastructure (Land & Tower)

Part B- To set up mobile service with these towers.

The tender envisages the installation of 7871 towers in the nation’s 23 telecom

circles, with 2868 towers occurring in Aircel’s operating circles. Aircel won 19 of

the 25 clusters it was eligible to bid in, giving it the highest success rate among

private operators.
 RECOGNITION

 No. 1 mid-size utility company. Aircel emerged the top mid-size utility

company in Business world’s “List of Best Mid-Size Companies”

 No. 1 in Customer Satisfaction. Aircel ranked No. 1 operator in metro

circle with highest score in customer satisfaction by Voice and Data

magazine.
 AIRCEL TIES UP WITH CHENNAI SUPER KINGS

Aircel is the proud Sponsor of Chennai Super kings Team, captained by M.S.
Dhoni, which is one of the most promising teams in the much talked about Indian
Premier League.

This association provides a superb platform for Aircel to realize its ambition to be
a national player.

The Aircel logo will be present on the front and both the arms of the playing
jersey of the team.

The association was announced with much fan fare in Chennai on the 29th March
2008. Tamil Super star Vijay is the star ambassador and K. Srikkanth (ex-
cricketer, India) is the brand ambassador of the Chennai Super Kings.

Aircel has planned a slew of activities to ensure the association is carried across.
The biggest initiative in this is the GOLDEN BAT promotion. Here, the Aircel
subscribers stand to win a Golden Bat and a whole lot of other prizes on buying
the new recharge voucher.

Apart from this, various initiatives like score updates, prediction contests on SMS
etc. are underway for Aircel customers.
 REGIONAL HIERARCHY OF AIRCEL

Regional Business
Head

Circle Business Head

Circle Network Commercial

CSD Regulatory Nodal

Finance & Admin Legal

Zonal Head
Marketing H. R.

Sales I. T.
24 – HOUR HELPLINE NUMBERS

Chennai:
Post paid: 98410 12345 Kolkata:
Pre paid: 98410 56789 Pre paid: 98040 12345

Tamil Nadu:
Post paid: 98422 12345 Himachal Pradesh:
Pre paid: 98420 12345 Pre paid: 98570 12345

Assam:
Post paid: 98540 98540 Jammu:
Pre paid: 98540 12345 Post paid: 98580 98580
Pre paid: 98580 12345
North-East:
Post paid: 98560 98560 Kashmir:
Pre paid: 98520 12345 Post paid: 98583 98583
Bihar: Pre paid: 98583 12345
Pre paid: 98560 12345

Orissa:
Post paid: 98530 98530
Pre paid: 98530 12345

West Bengal:
Post paid: 98510 98510
Pre paid: 98510 12345
 MARKETING ADMINISTRATOR

The Marketing Administrator will be responsible for assisting the Director of

Marketing in ensuring that all aspects of Aircel’s marketing, communications,
advertising and public relations activities, press release, direct mail, company
branding, presentations and inventories of collateral and promotional materials.
This individual will also assist with marketing’s support of the Sales Team.

Key Responsibilities
 Manage the maintenance, updating and shipping for all show
properties.
 Manage the creation and production of a quarterly e-newsletter for
dealers to include source story ideas, gathering information from the
sales staff, coordinating with writers, etc.
 Manage the execution of all ongoing direct mail programs to
include proofing, pulling mailing lists, program coordination, etc.
 Manage the execution of marketing events such as press
conferences, seminars and dealer events.
 Ensure that the sales staff has appropriate materials in correct
quantities at all times.
 Manage the production of printed materials produced internally and
externally.
 Maintain proper inventory levels of company collateral materials
(brochures, data, sheets, etc)
 Produce and maintain inventory of installation and user manuals,
according to brand standards, working with technical staff for
content.
 Gather copy input, imagery, etc, used in the creation of materials
for third party relationships.
 Perform and/or coordinate research and information gathering to
support the Director of Marketing.
 Keep customer and delar4 website content up to date utilizing
Content Management System and outside resources as needed.
 Administer and execute the company’s annual media plan.
 Maintain the company stock of premium items (shirts, hats, etc.)
according to established strategy and budget.
 Maintain company brand standards and have the ability to monitor
and detect any deviation from the set standards.
 Create Power Point presentations for meetings and speaking
engagements. Have the ability to convert rough draft presentation to
finished products with minimal supervision.

Qualifications:

 Bachelor or Associates of Arts degree in Business or Marketing, or

equivalent combination of formal training and professional experience.
 5 years experience in an office setting with demonstrated knowledge of filing
system, office equipment, processing procedures and coordination and
meetings.
 Excellent communication skills, written and oral, professional manner and
customer service skills.
 Advanced skills using Micro Soft Office products (word, Excel, Access.
Power Point, Outlook) and the Internet.
 Ability to handle confidential and sensitive materials with professional
discretion.
AIRCEL, CONTINUING TO EXPAND ITS SERVICES, NOW IN
BIHAR

Aircel, the market leader in Chennai, Tamil Nadu, North East and Telecom

Circles, With more than 4.2mn customers, has announced the launch of its GSM

services in Bihar. This is the ninth circle across India in which Aircel will be

providing their mobile services and the seventh in North &East India.

This raises the competition for the existing companies Aircel has decided to

launch about 10,000 retail outlets all over Bihar to provide better service to its

customer. Now, whether this succeeds or not in its aim, will be said only by time.

“Aircel has obtained 14 new licenses to roll out its GSM cellular services

besides getting the license to provide international Long Distance (ILD) and

National Long Distance (NLD) telephony services” said Jagdish Kini, Group Chief

Executive Officer, Aircel. He further added, “With these new licenses, Aircel is

poised to transform itself into a pan- India operator”. Commenting on Bihar

launch Kini said, “Bihar Telecom Circle with 5% penetration it offers Aircel an

excellent opportunity to launch its growth plans in India.”

 THE MANAGEMENT TEAM OF AIRCEL

Rohit Chandra: Rohit Chandra is the CEO – North and East Zone, Aircel.

He is a Communications Engineer from the Aligarh Muslim University and has

over20 years of Senior Management experience in Organizations like Philips

India, Forbes Gokak Limited (TATA Group), Wandel & Goltermann (Germany)

and Ericsson India Private Limited. Prior to joining Dishnet Wireless Limited, he

held a 5 years successful stint at Ericsson India Private Limited as Executive Vice

President & Head (Marketing & Technical Solutions) for market Unit (India and

Srilanka). Mr. Chandra has been the founder Chairman of Global Mobile

Suppliers Associations (India Chapter) and is a permanent Member of the

Institution of Engineers, Australia.

Sharad Mehrotra: Sharad Mehrotra is the Sr. Vice President, heading the

sales, Marketing & Customer Care function for the Telecom Operations in North

and East Circles. He has over 15 years of experience, all over in the Telecom

Industry, worked with the organizations like Global Tele-systems Ltd, BPL

Telecom Ltd, and Ericssion India. He is an Electronics Engineer from Pune

University and has a MBA in Marketing. Prior to joining Dishnet Wireless

Limited, Mr. Mehrotra was working with Ericsson India as Director, Sales &

Marketing and was also part of its Management Team.

 Vikram Chona: Vikram Chona is the Associate Vice President, heading the

Business development function for the Telecom Operation in the North East

Circles. He has about 15 years of experience in organizations like USA Petrolium

Corporation, Max Visions Inc, Otis Elevators and ericssion India Pvt. Ltd. He has

obtained a MBA from Loyola Marymount University, USA. Prior to joining

Dishnet Wireless Limited, Mr. Chona was working with Ericsson India Private

Limitedas Senior Manager-Corporate Marketing.

Ganapathi Srinivasan: Ganapathi Srinivasan is the Group Commercial

Head, heading the Business Strategy & Planning function for the Telecom

Operations in Aircel. He is an Economics Graduate from University of Chennai

and has over 16 years of experience in organizations like Otis Elevators and

Ericsson in India Private Limited. Prior to joining Dishnet Wireless limited, Mr

Srinivasan was working with ericsson India Private limited as Price Manager –

Market Unit (India & Sri Lanka).

Komandur P Rangaraj: Komandur P Rangaraj is the Group Financial

controller. He has about 17 years of experience in organizations / audit firms like

Sundaram & Srinivasan Chartered Accountants, Kuwait Insulating Material

Manufacturing Company, ICI India Limited, and BOC India limited, Rolls Print

Packaging Limited and Coromandel Fertilizers Limited. He is a Chartered

Accountant, a CWA and CS (Inter). Prior to joining Dishnet Wireless Limited.

Mr.

Rangaraj was associated with Sundaram & SrinivasanChartered Accountants and

was heading teams conducting statutory and operational reviews for Public

Limited Companies.

Sushil Kumar Agarwal: Sushil Kumar Agarwal is the Associate Vice

President – Projects and Chief Technology Office (North) for the Telecom

Operations in the North and EastCircles. He has about 16 years of experience in

organizations like Rajasthan Electronics & Instrument Ltd and Bharat Sanchar

Nigam Limited (Department of Telecommunications, Government of India). He is

B. E. in Electronics and Communications from MBM Engineering College,

Jodhpur Prior to joining Dishnet Wireless Limited; Mr. Agarwal was associated

with Bharat sanchar Nigam Limited as Deputy General Manager where he was

instrumental in planning, implementation and operation of GSM network in 7

circles of North region.

Atul Dikshit: Atul Dikshit is the National Head – Sales for the Telecom

Operations in the North and East Circles. He has about 15 years of experience in

organizations like Godrej and Boyce Manufacturing Co. Ltd, Shriram Industrial
Enterprise Ltd. DLF Group, Whirlpool, and Reliance Infocomm. He is B. Tech in

Mechanical Engineer from IIT, Kanpur and MBA from IIM, Kolkata. Prior to

Dishnet Wireless Limited, Mr. Dikshit was associated with Reliance Infocomm

and responsible for Sales Planning and Business Development functions for Delhi

and NCR Circle and was also responsible for sale of Mobiles and other telecom

products to Key Accounts in the circle.

Nikhil Gupta: Nikhil Gupta is Head – People and Culture for the telecom

Operations in the North and East Circles. He has more than 9 years of experience

in asia-Pacific and South Asia with organizations like Pacific Century Cyberworks

Ltd (Hong Kong), Links recruitments Ltd, ABC Consultants Pvt Ltd and Alcatel

India Ltd. He is an MBA in Human Resource management and Graduate in

Computer Science. Prior to joining Dishnet Wireless Limited, Mr. Gupta was

associated with Alcatel India Ltd and was responsible for entire recruitment,

induction and all other Human resource activities of Alcatel in south Asia.

Pritpal Singh Lakkha: pritpal Singh Lakkha is the National Head –

Marketing for the Telecom Operations in the North and east Circles.

Aircel-Circle Offices in India

Assam Tribeni Commercial

Complex,
Near Asian Palace, 769, Anna Salai,
3rd Floor, G.S Road, Chennai 600 002
Bhangagarh Ulubari, Customer Care: 98410
Guwahati 781 007 56789

Bhuban Plaza, Coimbatore (ROTN)

2nd floor,HB Road, Arthanari Towers, 3rd
Pan Bazar, Floor,
Guwahati 781001 No. 114, Race Course
Customer Care: Road,
9854012345 Coimbatore – 641 018
Bihar & Jharkhand Customer Care:
415, 4th Floor, 9842012345
Maharaja Kameshwar
Complex, Delhi
Frazer Road, 8, Local Shopping
Patna 800 001 Centre,
2nd and 3rd Floor Sector – B, Pocket-7,
Nelson Mandela Road,
Rohini Commercial Vasant Kunj,
Complex, New Delhi- 110 070
56,Circular Road,
Ranchi, Jharkhand Himachal Pradesh
834 001 2nd & 3rd Floor
Customer Care: Keonthal Complex,
9852012345 Upper Khalini,

Chennai Shimla 171002

5th Floor, Spencer Customer Care:
Plaza, 9857012345
Jammu and Kashmir
105- 112, B-1 Orissa
North Block, B – Module, 7th Floor,
Bahu Plaza Complex, Fortune Tower,
Jammu 180 012 Chandrasekharpur,
Customer Care: Bhubaneshwar –
9858012345 751023
Customer Care:
Near Gurudawra 9853012345
Shaheed Bunga,
Barzulla, Baghat West Bengal
Srinagar 190 005 2nd Floor, City Plaza
Customer Care: Bldg,
9858312345 Shaheed Khudiram
Sarani,
Kolkata City Centre,
3rd Floor, Durgapur – 713 216
Globsyn Crystals
Building, 2nd Floor,
Plot 11 & 12, Block Santa Trade Centre.
EP & GP
Sector V, Salt Lake,
Kolkata 700 091

North-East
D.G.C. Cross Road,
2nd Floor
Police Bazar,
Shillong 793001
PART - II

PROJECT
OVERVIEW
 INTRODUCTION

Aircel launched September 2005

BSNL was with market share 45%
Reliance with market share 39%
Airtel was with market share 16%

Subscriber base – 43, 07,775

After COAI (Cellular Operator Anaciat of India)
Aircel in November 2005 was with 2% market share
Airtel 20%
Reliance 35%
BSNL 44%
In February 2008 Aircel cross all operators with market share of 35%
Where Airtel 25%
Reliance 23%
BSNL 20%
Aircel crossed Reliance in August 2006, BSNL in February 2007 and
Airtel March 2007.
We are leadership in subscriber’s detected manpower strong channel
partner it is brand with level and lurotrana connection strong brand
visibility, Network quality and branding.

Main threats

Tangle camp from Airtel

Aggressive from Vodafone

Two new competitors

Idea & Tata Docomo

Aircel was on 18 circles out of total 23 circles. We are leader in Assam

North East, Chennai, and rest of Tamil Nadu. All India Market Share
6.9%. In All India ranking we are in 5th place.
 AIMS & OBJECTIVES

1. To find out the organizational profile, history etc.

2. To know the total market share of Aircel, and the need of

the customers in Guwahati market.

3. To analyze the market size and market share of other’s.

4. To study the present market scenario of Aircel.

5. To improve the inadequacies if any in the present system of

marketing for further business growth of the organization.
 METHODOLOGY

The study was descriptive in nature and except for a few instances
where statistical analysis of considerable region was used, the researcher tried
to present the findings in a simple format.

The respondents were selected through simple random sampling; the

method of contact was through personal interview as it was the most versatile
amongst the alternatives. This helped provide clarification to the respondents
and also had the advantage of recording additional information and opinions.

PRIMARY DATA

The primary data will be collected from a well prepare questionnaire.

SECONDARY DATA
The secondary data will be primarily collected from the Internet,
Catalog, Magazines and any other type of published data.

DATA REPRESENTATION

Data will be represented through various tabular and graphical representations.

 ANALYSIS

A structure questionnaire with implied alternatives and assumptions,

multiple choice questions are framed. Both primary and secondary data and
information were studied, interpreted and analyzed in percentage, ranking
and tabular form. Pie-chart & Bar Diagram is used for graphical
representation of the data to felicitate the study.

Area of study : Within the area of Guwahati club to

zoo road in Guwahati city”

SAMPLE : 150 Retailers

 LIMITATIONS OF THE STUDY

 Some Retailers do not like to provide the data regarding the

monthly turn over and stock levels of their company.

 And the most difficult factor was the difficulty in acquiring the
cooperation of the respondents. It was somehow not so easy in
convincing some retailers to co-operate in responding to the
questionnaires.

CONCLUSION
The data collected through questionnaire are suitably arranged in table for

the purpose of effective and in-depth analysis and interpretation. Use of

percentage, pie- diagram, bar-diagram etc. is also made for the study

whenever necessary.

This questionnaire deals with all the analysis and findings related to retailer.

Three different types of analysis are done covering almost all the objectives

that are needed to be found.

Analysis of the above question is done by the table given below..

(Retailer)
1. What do you deal in ?

Only RCV Only Acquisition Both

35 0 65

Aircel 30
Airtel 15
Vodafone 40
BSNL 5
Reliance 10
, 35

, 65
,0

Only RCV Only Acquisition Both

2. Do you have ACQ forms ?

 Aircel 35
Airtel 40
Vodafone 25
40 BSNL
40 5
Reliance 30
35
30
30
25
20
15
15
10
10
5
5
0

Aircel Airtel Vodafone BSNL Reliance

3. Do you have E recharge?

40
40 35
35 30
30 25
25
20
15
10 5
5
0

Aircel Airtel Vodafone BSNL Reliance

 Aircel 60%
Airtel 50%
Vodafone 90%
BSNL 20%
Reliance 40%

4. Does the FOS visit regularly?

100% 90%
Aircel 75%
80%
Airtel 60%
60% Vodafone 95%
60% 50%
BSNL 5%
Reliance 65% 40%
40%
20%
20%

0%

Aircel Airtel Vodafone BSNL Reliance

5. POP placement –
100% 95%

80% 75%
65%
60%
60% Aircel 725
Airtel 425
Vodafone 650
40% BSNL 100
Reliance 300

20%
5%
0%

Aircel Airtel Vodafone BSNL Reliance

6. How many Connections (ACQ) in a month?

800 Aircel
700 Vodafone
Aircel 30
600 Airtel 25
500 Vodafone 45
Airtel
BSNL 10
400 Reliance 20
Reliance
300
200
BSNL
100
0

Aircel Airtel Vodafone BSNL Reliance

7. Do you have NLB or GSB?

 45 45

40
35
30
30
25
25
20
20
15
10
10
5
0

Aircel Airtel Vodafone BSNL Reliance

8. Which telecom Companies services is best in rank?

Aircel Airtel Vodafone BSNL Reliance

25% 20% 10% 10%
35%
 10%

25%
10%

Aircel 70%
Airtel 90%
Vodafone 70%
BSNL 65%
Reliance 65%

20%

35%

Aircel Airtel Vodafone

BSNL Reliance
9. Who is better in technical Service (Network Service) ?
100% 90%

80% 70% 70%

65% 65%
60%

40% Aircel 55%

Airtel 60%
Vodafone 80%
20% BSNL 45%
Reliance 55%
0%

Aircel Airtel Vodafone BSNL Reliance

10. Which connection does prefer more?

80% 80%

70%
60%
60% 55% 55%
50% 45%
40%
30%
20%
10%
0%

Aircel Airtel Vodafone BSNL Reliance

Major findings:

The major findings of the study are…

  Some retailers remarked that FOS is not
visit
there shop.

 RCV FOS are not visiting all the Shop, they

visit some selected shop.

 Some retailers also complain that there is

a delay in Sim activatation.

RECOMMENDATION

 The company should always try to develop the customer relation ship in
every aspect.
 The company could give more attention to the complain of the retailer and
try to get their problem solved at the earliest.
 The company could also increase the satisfaction level of the retailer
providing them with special offer scheme and playing occasional visit.
 The company could inform the retailers whenever it introduces new offer
and schemes.
 As per market survey and analysis, Aircel has better standing than other
companies. The Company could give extra attention towards the timely visit
and delivery of RCV to the retailers.

 The company could pay the scheme to the retailers in the end of
the month.

QUESTIONNAIRE FOR RETAILERS

Please evaluate the questions from the criteria listed. Thank you
for your input and assistance.

Name ……………………………………………..

Address …………………………………………..

1. What do you deal in

2. Do you have ACQ FORM?

3. Do you have E Recharge?

4. FOS visit is regular or irregular?

5. POP placement –

6. How many Connections (ACQ) in a month?

7. Do you have NLB or GSB?

8. Which telecom Companies services is best in rank-

9. Who is better in Technical Service (Network service)?

10. Which connection does prefer more?

Please suggest some improvement to improve the quality service of

AIRCEL?

……………………………………………………………………………………………
…

……………………………………………………………………………………………
…

…………………………….. Thank you for your precious time

PART – IV

APPENDIX
 BIBLIOGRAPHY :

Marketing Management …………. Philip Kotler

Marketing Research ………………. Naresh Malhotra

 REFERENCES

www.aircel.com

www.google.com

www.yahoosearch.com