CHAPTER-1

1
 INTRODUCTION

TELECOMMUNICATION

The word telecommunication was adapted from t h e F r e n c h

w o r d telecommunication. It is a compound of the Greek
prefixtele,meaning 'faroff', and the Latin communicates, meanin
g 'to share'. Telecommunication is the transmission of signals
over a distance for the purpose of communication. In modern times, this
process almost always involves the sending of electromagnetic waves
by electronic transmitters but in earlier years it may have involved the
use of smoke signals , drums or semaphore. Today, telecommunication
is widespread and devices that assist the process, such as the
television, radio and telephone, are common in many parts of the world.
There is also a vast array of networks that connect these devices,
including computer networks, public telephone networks, radio networks
and television networks. Computer communication across, the Internet
,such as e-mail and instant messaging, is just one of many examples of
telecommunication. The basic elements of a telecommunication system
are:

 A transmitter that takes information and converts it to a

signal for transmission.
 A transmission medium over which the signal is transmitted

2
 A receiver that receives and converts the signal back into
usable information.

Often telecommunication system are two way and devices act as

both a transmitter and receiver or transceiver. Telecommunication
over a phone line is called point-to-point communication
because it is between one transmitter and one receiver ,
telecommunication through radio broadcasts is called broadcast
communication because it is between one powerful transmitter and
numerous receivers .A collection of transmitters, receivers or
transceivers that communicate with each other is known as a
network . Digital networks may consist of one or more routers that
route data to the correct user. An analogue network may consist
of one or more switches that establish a connection between two
or more users. For both types of network, a repeater may be
necessary to amplify or recreate the signal when it is being
transmitted over long distances. This is to combat attenuation that
can render the signal indistinguishable from noise.
The shaping of a signal to convey information is known as
modulation. Modulation is a key concept in telecommunications
and is frequently used to impose the information of one signal on
another. Modulation is used to represent a digital message as an
analogue waveform. This is known as keying and several
keying techniques exist- these include phase – shift keying,
Frequency-Shift keying, Amplitude- Shift keying and minimum-

3
 Shift keying. Bluetooth, for example, uses phase Shift keying for
exchanges between devices.

Telecom Industry in India

The telecom industry is one of the fastest growing industries in India.

India has nearly 200 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. Much of
the growth in Asia Pacific wireless telecommunication market is spurred
by the growth in demand in countries like India and China.

 India’s mobile phone subscriber base is growing at a rate of

82.2%.
 China is the biggest market in Asia Pacific with a subscriber
base of 48% of the total subscriber in Asia Pacific. Compared to
that India’s share in Asia Pacific mobile phone market is 64%.
Considering the fact that India and China have almost comparable
populations, India low mobile penetration offers huge scope for
growth.

History of Indian Telecommunications

Started in 1851 when the first operational land lines were laid by the
government near Calcutta (seat of British power). Telephone services
were introduced in India in 1881. In 1883 telephone services were
merged with the postal sygstem. Indian Radio Telegraphy Company

4
(IRT) was formed in 1923. After Independence in 1947, all the foreign
Telecommunication Companies were nationalized to form the posts,
telephone and telegraph (PTT) < a monopoly run by the governments,
Ministry of Communications.

Telecom sector was considered as a strategic service and the

government considered it best to bring under state’s control. The first
wind of reforms in telecommunications sector began to flow in 1980s
when the private sector was allowed in telecommunications equipment
manufacturing. In 1985, Department of Telecommunication (DOT) was
established. It was an exclusive provider of domestic and long distance
service that would be its own regulator (separate from postal service). In
1986, two wholly Government owned companies
were created: the Videsh Sanchar Nigam Limited (VSNL) for internation
altelecommunications and Mahanagar Telephone Nigam Limited (MTNL
) for service gin metropolitan areas.

In 1990s, telecommunications sector benefited from the general opening

up of the economy. Also, examples of telecom revolution in many other
countries, which resulted in better quality of service and lower tariffs, led
Indian policymakers to initiate a change process finally resulting in
opening up of telecom services sector for the private sector. National
Telecom Policy (NTP),
1994wasthe first attempt to give a comprehensive roadmap for the India
ntelecommunications sector. In 1997, Telecom Regulatory Authority of
India (TRAI) was created. TRAI was formed to act as a regulator to
facilitate the growth of the telecom sector. New National Telecom Policy

5
Was adopted in1999 and cellular services were also launched in the
same year. Telecommunication sector in India can be divided into two
segments: Fixed Service Provider (FSPs), and Cellular Services. Fixed
line services consist of basic services, national or domestic long
distance and international long distance Services. The state operators
(BSNL and MTNL), account for almost 90 percent of revenues from
basic services. Private sector services are presently available in
selective urban areas, and collectively account for less than 5 percent of
subscriptions. However, private services focus on the
business/corporate sector, and offer reliable, high- end services, such as
leased lines, ISDN, closed user group and video conferencing. Cellular
services can be further divided into two categories: Global System
for Mobile Communications (GSM) and Code Division Multiple
Access (CDMA).The GSM sector is dominated by Airtel, Vodafone-
Hutch, and Idea Cellular, while the CDMA sector is dominated by
Reliance and Tata Indicom. Opening up of international and domestic
long distance telephony services are the major growth drivers for cellular
industry. Cellular operators get substantial revenue from these services,
and compensate them for reduction in tariffs on airtime, which along with
rental was the main source of revenue. The reduction in tariffs
for airtime, national
long distance, international long distance, and handset prices has driven
demand.

6
Retail
Retail involves the process of selling consumer goods or services to
customers through multiple channels of distribution to earn a profit.
Demand is identified and then satisfied through a supply chain. Attempts
are made to increase demand through advertising. In the 2000s, an
increasing amount of retailing began occurring online using electronic
payment and delivery via a courier or via postal mail. Retailing as a
sector includes subordinated services, such as delivery. The term
"retailer" is also applied where a service provider services the small
orders of a large number of individuals, rather than large orders of a
small number of wholesale, corporate or government clientele. Shops
may be on residential streets, streets with few or no houses, or in a
shopping mall. Shopping streets may restrict traffic to pedestrians only.
Sometimes a shopping street has a partial or full roof to create a more
comfortable shopping environment - protecting customers from various
types of weather conditions such as extreme temperatures, winds or
precipitation. Forms of non-shop retailing include online retailing (a type
of electronic commerce used for business-to-consumer(B2C)
transactions) and mail order.

Retail visibility of aircel

The display of products which make them appealing, attractive,
accessible, engaging and enticing to shoppers in a retail store.

Visual merchandising utilizes displays - posters, banners, leaflet,

Dangler, lighting, digital technology and interactive elements to catch
customers' attention and persuade them to make purchases. Visual
merchandising helps convey the message of the brand and reflects the
personality of the target markets that the retail store wants to attract.

Current trends

 IT and Telecommunications Convergence

7
 In telecommunications, convergence describes the way distinct services
are merged into single networks and devices and fuelled by the Internet,
such as smart phones that offer voice calls, web access, video,
productivity applications and more. This makes Internet Protocol (IP) --
the way information is relayed across networks--and the cloud storage
and computing services the massive deluge of data have spawned,
foundational for businesses today. Of the current information and
communications technologies (ICT) trends, the one with the most
influence for its "increasing relevance and acceptance" for all enterprises
is cloud computing, says a recent McKinsey report. That's because the
cloud enables the use of all web-based tools and applications, from
smart phone apps to business basics, such as video conferencing.
Yet, the "cloud" is often misunderstood. Simply put, the cloud is third-
party, off-site storage and processing of data, in massive, secure
locations called "data centers." The relevance for SMBs is that using
these data centers avoids the large, continuing capital costs of building
(and updating) their own storage and processing capabilities. Instead,
SMBs can purchase, as a service, their data storage and processing,
from a "cloud" provider, avoiding huge capital costs and ensuring access
to the latest storage and processing technologies.
Even more importantly, the cloud's massive storage and processing of
data is the principal enabler of the Internet of Things (IoT), where
ubiquitous, network-connected devices can not only intercommunicate
but provide "anywhere/anytime" access to complex data and
applications.

 The Rise of the App Economy

In 2015, an estimated 180 billion applications were downloaded

globally, notes Wired. But what originated as an IT catchphrase for

8
smart phone tools has a much deeper meaning for business productivity.
Business intelligence (BI) applications delivered through telecom
systems, such as video conferencing and unified communications, help
employees work collaboratively, increase their efficiency and optimize
overall business processes. The potential payoffs are huge. At Call One,
where I serve as executive chairman, data show using collaboration
tools can improve business performance by 72%.Thanks to BI,
applications are growing in importance and have the biggest impact on a
Company's telecommunications needs. Cloud-based voice over IP
(VoIP) and associated applications let SMBs, not just their larger
competitors, reap the benefits of applications that allow unified
communications (UC) through virtually every business application
imaginable. Moreover, "not only do unified communications applications
bring productivity improvements for mobile employees, they can also
favorably change ways in which all employees communicate as well as
reduce the necessity of travel." And, with the right service partner, these
solutions to complex business needs, can be implemented simply and
cost-effectively.

 Cyber Security Is No Longer Optional

With everything from banking and healthcare to education and

government, protecting these digitized networks and the data they hold
is critical. Cybercrime costs the global economy more than $400 billion
annually notes the Center for Strategic and International Studies. While
high-profile cases dominate the news, such as hacks to Sony Pictures
and Target, no business is immune. In 2014, 71% of industries surveyed
by security specialists Cyber Edge Group suffered a cyber security
attack while the average cost of each breach rose 96% and cost $12.7
million per organization, reports HP and the Ponemon Institute.
At the same time, regulatory expectations to protect this sensitive data
are substantially increasing and are becoming increasingly complex.

9
This creates a dilemma for SMBs, for whom these expectations may be
the same as large companies' with substantially greater resources: to
remain competitive; do they incur the huge costs of self-implementing
every possible security protection; or do they just take the risk?
Fortunately, SMBs have another choice: obtaining data and network
security as a service from a provider with third-party data security
certifications, covering the key risk areas and regulatory requirements.
Call one has dedicated, comprehensive, cloud-based security services
That helps protect customers. Call one is also a SOC2/Type 2 and
SSAE 16 certified provider.

 Large Telecom Providers Are Shifting Focus away from SMBs

Major telecom companies are focusing on large, multi-national

businesses, on the one hand, and economy-of-scale consumer markets
on the other. SMBs are becoming a huge and underserved market.
McKinsey estimates this SMB market is worth $28 billion globally and
growing 20% annually; Gartner believes the market is experiencing
aggressive growth, reaching $244 billon by 2017.So why are SMBs
underserved? This market segment requires a greater level of customer
service than consumer markets, leaving them out of the sweet spot of
most large telecom providers. Selling and servicing SMBs involves a
greater number of stakeholders and requires higher and more frequent
degrees of touch, notes the independent news portal telecoms.com. Yet,
to remain competitive, SMBs need the same telecom and IT solutions
available to their larger competitors, but delivered cost-effectively and
without forcing them to staff in-house positions.
At Call One, we actively serve SMBs, efficiently and simply. We not only
provide the most advanced business telecom solutions for our clients
and manage the complexity of those solutions and underlying networks,

10
but also provide attentive, personalized service that customers expect
and deserve.
For SMBs, choosing a provider that can deliver cost-effective, simple
IT&T solutions customized to enable them to succeed in the changing
telecommunications environment is becoming even more critical.

Global Scenario

 The Indian telecom market has been displaying sustained high

growth rates. Riding on expectations of overall high economic

 Growth and consequent rising income levels, it offers an

unprecedented opportunity for foreign investment. A combination
of factors is driving growth in the telecom market, promising rich
returns on investments.

 India is the fourth largest telecom market in Asia after China,

Japan and South Korea.

 The Indian telecom network is the eighth largest in the world and
the second largest among emerging economies.

 The Indian telecom market size of over US $ 8 billion is increased

to three fold by 2012. The expansion of the telecom industry in
India has been fuelled by a massive growth in mobile phone users,
which was reached a level of 10 million users in December 2002,
an increase of nearly 100 per cent in 2002.

 This exponential growth of mobile telephony can be attributed to

the introduction of digital cellular technology and decrease in tariffs
due to competitive pressures. For the first time in India, the growth
of cellular subscriber base has exceeded the fixed line subscriber

11
 base. However, cellular penetration is still 1 per cent as compared
to world average of around 16 per cent.

Milestones in Telecom Reforms

 1984 Manufacturing of subscriber terminal equipment

Opened to private sector.
 1985 Telecom was constituted into a separate department
with a separate board.
 1986 MTNL and VSNL created as corporations.
 1988 Government introduces in-dialing scheme. PAB
services only within a building.
 1989 Telecom Commission formed.
 1992 VAS sector opened for private competition.
 1993 Private networks allowed in industrial areas.
 1994 Licenses for radio paging (27 cities) issued.
 May 1994 New Telecom Policy announced.
 September 1994 Broad guidelines for private operator entry
into basic services announced.
 November 1994 Licenses for cellular mobiles for four metros
issued.
 December 1994 Tenders floated for bids in cellular mobile
services in 19circles, excluding the four metros, on duopoly.

12
13
 Maxis
Maxis’ expansion into Indonesia and India is another milestone in our
aspiration to be the regional communications leader of choice.
The acquisition of a 51%stake in PT Natrindo Telepon Seluler (NTS)
, Indonesia and a 74% equity interest in Aircel, India provides new
growth opportunities for Maxis. These acquisitions give Maxis a strong
foothold in two of the world’s most attractive high-growth, low-
penetration markets. This marks the beginning of the new world of Maxis
– a world beyond voice, and beyond borders.

Maxis in INDONESIA
On 29th April 2005, Maxis acquired 51% of PT Natrindo Telepon
Seluler (NTS). Maxis are currently in the middle of rolling out a Java
wide network to
establish the company as a national operator. The initial launch phase
encompasses 1,300 BTS, providing both 2G and 3G services. NTS
expects to have up to 480 employees by launch date and to increase
significantly upon launching.

MAXIS IN INDIA
Maxis completed the acquisition of a 74% stake in Aircel on March 21,
2006. Currently, Aircel has operations in 9 of the 23-telecom circles
of India :-Chennai, Tamil Nadu, West Bengal, Orissa, Assam,

14
North East, Jammu and Kashmir, Himachal Pradesh and Bihar. Aircel
launched its services in Bihar and Himachal Pradesh in December 2006
and also recently received the licenses to operate in the remaining 14-

Telecom circles of India giving it the ability to become a pan-India

player. Maxis’ expansion into Indonesia and India is another milestone in
our aspiration to be the regional communications leader of choice. The
acquisition of a 51%stake in PT Natrindo Telepon Seluler (NTS),
Indonesia and a 74% equity interest in Aircel, India provides new growth
opportunities for Maxis. These acquisitions give Maxis a strong foot hold
in two of the world’s most attractive high-growth, low-penetration
markets. This marks the beginning of the new world of Maxis – a world
beyond voice, and beyond borders. MAP Maxis in Indonesia On 29th
April 2005, Maxis acquired 51% of PT Natrindo Telepon Seluler. Maxis
is currently in the middle of rolling out a Java wide network to establish
the company as a national operator. The initial launch phase
encompasses 1,300 BTS, providing both 2G and 3Gservices. NTS
expects to have up to 480 employees by launch date and to increase
significantly upon launching.
Maxis in India Maxis completed the acquisition of a 74% stake in Aircel
on March 21, 2006. Currently, Aircel has operations in 9 of the 23
telecom circles of India - Chennai, Tamil Nadu, West Bengal, Orissa,
Assam, North East, Jammu and Kashmir, Himachal Pradesh and Bihar.

Aircel launched its services in Bihar and Himachal Pradesh in

December 2006and also recently received the licenses to operate in the
remaining 14 telecom circles of India giving it the ability to become a

15
Pan India player. Aircel expects to aggressively grow its subscriber
base in India and is developing a broad range of new propositions for its
customers - from branding ,to increased network coverage, to innovative
Product and service offerings, to refreshing customer experience. As of
31st December 2006, Aircel serves more than 4.5 million subscribers
with a network comprising of almost 4,000 BTS. Aircel continues to be
the market leader in Tamil Nadu and Chennai circle. Aircel’s network
provides 2G and GPRS services, and is EDGE capable. Aircel is also
currently in the process of conducting 3G Trials across different cities in
India. In addition, Aircel is the first cellular operator in India to launch
wireless Internet services using WiMAX technology. It aims to
immediately extend its WiMax coverage to over 20 cities to serve
enterprise b r o a d b a n d customers. Over the next few quarters, India is
expected to add new subscribers at the rate of 5 to 6 million per month.
India offers huge opportunities for Aircel given the current low mobile
penetrations levels as well as challenges in terms of its
geographic spread and low ARPU levels. Aircel expects to
aggressively grow its subscriber base in India and is developing
a broad range of new propositions for its customers - from branding, to
increased network coverage, to innovative product and service
offerings, to refreshing customer experience. As of 31st December
2006, Aircel serves more than 4.5 million subscribers with a network
comprising of almost 4,000 BTS. Aircel continues to be t he
market leader in Tamil Nadu and Chennai circle. Aircel’s network
provides 3G and GPRS services, and is EDGE capable. Aircel is also
currently in the process of conducting 3G Trials across different cities in
India. In addition, Aircel is the first cellular operator in India to launch
16
wireless Internet services using WiMAX technology. It aims to
immediately extend its WiMax Coverage to over 20 cities to serve
enterprise broadband customers. Over the next few quarters, India is
expected to add new subscribers at the rate of 5 to 6 million per month.
India offers huge opportunities for Aircel given the current low mobile
penetrations levels as well as challenges in terms of its geographic
spread and low ARPU levels.

About Aircel
Type:-Private
Founded:-1999
Headquarters:-Chennai, India
Key people:-Gurdeep Singh, CEO
Industry:-Telecom
Parent:-Maxis communications (74%)Apollo Hospital (26%)
Products:-Mobile Telecommunication operator
Website:-http://www.aircel.co.in

The Aircel group is a joint venture between Maxis Communications

Berhad of Malaysia and Sindya Securities & Investments Private
ltd. whose current shareholders are the Reddy family of Apollo Hospitals
Group of India, with Maxis Communications holding a majority stake of
74%.Aircel commenced operations in 1999 and became the leading
mobile operator in Tamil Nadu within 18 months. In December 2003, it
launched commercially in Chennai and quickly established itself as a
market leader – a position it has held since.
17
Aircel began its outward expansion in 2005 and met with unprecedented
success in the Eastern frontier circles. It emerged a market leader in
Assam and in the North Eastern provinces within 18 months of
operations. 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 in India post the allocation of additional spectrum by the
Department of Telecom, Govt. of India for 13 new circles across India.
These include Delhi(Metro), Mumbai (Metro), Andhra Pradesh, Gujarat,
Haryana, Karnataka, Kerala, Madhya Pradesh, Maharashtra & Goa,
Rajasthan, Punjab, UP (West)and UP (East).

18
 Organisation chart of Aircel

COO

MARKETING SALES HEAD COMMERCIA FINANCE HR HEAD CSD HEAD TECHNOL

HEAD L HEAD HEAD OGY HEAD

USAGE & ZONAL COMMERCIA BFA CUSTOMER RADIO

REVENUE MANAGER L MANAGER CARE FREQUENCY

BBA

ACQUISITI CSM CARE

ON OPERATION
BUSINEES
COORDINATION

MARCOM

EMPLOYEE RECRUITMENT OPERATION

ENGAGEMENT

TELECOM CIRCLE IN INDIA

1. Andaman & Nicobar Telecom Circle
2. Andhra Pradesh Telecom Circle
3. Assam Telecom Circle
4. Bihar Telecom Circle

19
5. Chhattisgarh Telecom Circle
6. Gujarat Telecom Circle
7. Haryana Telecom Circle
8. Himachal Pradesh Telecom Circle
9. Jammu & Kashmir Telecom Circle
10. Jharkhand Telecom Circle
11. Karnataka Telecom Circle
12. Kerala Telecom Circle
13. Madhya Pradesh Telecom Circle
14. Maharashtra Telecom Circle
15. North East-I Telecom Circle for Meghalaya, Mizoram and Tripura
16. North East-II Telecom Circle for Arunachal Pradesh, Manipur
and Nagaland.
17. Orissa Telecom Circle
18. Punjab Telecom Circle
19. Rajasthan Telecom Circle
20. Tamil Nadu Telecom Circle
21. Uttar Pradesh (East) Telecom Circle
22. Uttar Pradesh (West) Telecom Circle
23. Uttaranchal Telecom Circle
24. West Bengal Telecom Circle

20
BASIC STRUCTURE OF INDIAN TELECOM

HOLDING COMPANY
1. DISHNET WIRELESS LIMITED
2. AIRCEL CELLULAR LIMITED
3. AIRCEL BUSINESS SOLUTIONS
DISHNET WIRELESS LIMITED:-This Company provides
broad band services in different circles & it is one of the company
which uses WIMAX technology.
AIRCEL CELLULAR LIMITED:-This Company provides
mobile services in different circles.
AIRCEL BUSINESS SOLUTIONS:-This is the sub part of
aircel cellular limited which executes the ILD, NLD, WIMAX
operations for aircel cellular.

21
 COMPANY PRODUCTS
 AIRCEL SIM Cards
 AIRCEL VOUCHERS
 AIRCEL E-Recharge
 AIRCEL INQ Mobile
 AIRCEL Pocket Internet

AIRCEL SERVICES
Any mobile service provider companies provide two types of facility for
the usages
1 . PRE-PAID
2. POST-PAID
3 . 3G
4. 4G

PRE-PAID

PRE-PAID Define as a pre paid and then use. In this type

customer purchases the recharge coupons and other value
added services card from retail shops and then that can use. In
the PRE-PAID if we have no sufficient balance then we cannot
make a call.

POST-PAID

POST-PAID Define as a post means first use and then paid. In this type
of facility we can make a call unlimited till the credit limit. There are many
types of facility who divert my opinion to use the Post-paid Facility.

3G

On 19 May 2010, the 3G spectrum auction in India ended. Aircel

paid ₹ 65,000 million for spectrum in 13 circles: Andhra Pradesh,

22
Assam, Bihar, Jammu & Kashmir, Karnataka, Kerala, Kolkata, Madhya
Pradesh and Chhattisgarh, North East, Orissa, Punjab, Tamil Nadu, UP
East and West Bengal. It paid US$1.44 billion (₹ 79.1 billion) for the 3G
spectrum. The company, as of November 2012 has about 5 million 3G
customers. Aircel has introduced new price plans for its consumers and
are termed to be the cheapest in the country. Following the key players
in 3G, Aircel also slashed its 3G tariff. In 2011, Aircel became the launch
partner for Apple iPhone 4 along with Bharti Airtel.

4G

In June 2010, Aircel paid ₹ 34380 million for acquiring wireless

broadband spectrum in eight circles: Andhra Pradesh, Assam,
Bihar and Jharkhand, Jammu & Kashmir, North East, Orissa, Tamil
Nadu and West Bengal. Aircel launched 4G services in Tamil Nadu and
Jammu & Kashmir in August 2014, becoming the only private telecom
operator to offer all the three existing technologies of 2G, 3G and 4G in
these markets. Chinese equipment maker ZTE on 30 December
2013,that it had won a contract to deploy a 4G broadband network
based on LTE technology for Aircel. The LTE network will be launched in
Tamil Nadu and will be expanded later to other circles. On 16 July 2014,
it launched 4G services in four circles Andhra
Pradesh, Assam, Bihar and Odisha.

Business Solutions

Aircel Business Solutions (ABS), part of Aircel, sells

enterprise solutions such as Multiprotocol Label Switching Virtual Private
Networks (MPLS VPNs), Voice over Internet Protocol (VoIP) and
managed video services on wireless platforms including WiMAX.

23
The major key players in the Telecom Market in India
Cellular Service provider:
1.Airtel
2.Vodafone
3.Idea
4.Aircel
5.Bsnl
6.Reliance

Objectives of Aircel
 To grow the business 3 fold
 To increase indirect manpower by 3 times
 To increase channel partners by 3 times
 To grow mobility post paid business 10 times and dongle
business 20 times and internet lease line business 3 times
 To retain all executives
 To know every company recruiting>than 10 people
 To find out prospective candidates
 To know which industry vertical will required leased line
 All IT managers should be aware of aircel, and when they
have a requirement, they should call them
 To know channel partners of competitors
 To know new venture capitalists and private equity ventures
 Market share and oppurtunities in tech parks

24
VISION AND MISSION
VISION
 Become the service provider of choice for the Enterprise
Segment

MISSION
 Entry into top 1,000 corporates as the most agile
service provider
 Create well differentiated value offerings for ready
adoption by large, medium and small enterprises
 Own service offerings, platform and delivery
mechanism that keep us ahead of competition now
and during technology shifts

Awards And Recognitions

Aircel has won many awards and recognitions. Voice and Data gave
Aircel the highest rating for overall customer satisfaction and network
quality in 2006.Aircel emerged as the top mid-size utility company in
Business world ‘List of Best Mid-Size Companies’ in 2007.Additionally,
Tele. Netrecogni -sed Aircel as the best regional operator in 2008. With
over 25 million happy customers in the country, Aircel is a full-fledged
national operator.
Since its foundation in 1999 and the company has gone from strength to
strength and by late 2006, company served some 4 million subscribers
in Chennai, Tamil Nadu and Northern and Eastern India.
25
Aircel network cover more than 135 towns and over 1500 Kms of state
and national highways in the Bihar circle and the network is being rolled
out with2-MSCs,7-BSCs and 750 –BTS to ensure the seamless
connectivity. Aircel also established a world class 24*7 Soft Switch / IP
Based Call Center at Patna. Aircel has been honored as the No.1
operator across all metro circles for customer satisfaction by Voice and
Data magazine’s survey in 2008.Currently, Aircel has a marked
presence in the North and North East circle of the country including Rest
of West Bengal, Orissa, Sikkim, Manipur, Jammu and Kashmir,
Himachal Pradesh and Bihar.Aircel had acquired RPG Cellular in the
Chennai circle in December, 2003 ,and since then the cellular service
provider has registered a whopping117.8% growth in its subscriber
base. Aircel has won many awards and recognitions. Voice and Data
gave Aircel the highest rating for overall customer satisfaction and
network Quality in 2006.Aircel emerged as the top mid-size utility
company in Business world ‘List of Best Mid-Size Companies’ in
2007.Additionally, Tele. Netrecogni -sed Aircel as the best regional
operator in 2008. With over 25 million happy customers in the country,
Aircel is a full-fledged national operator.

26
SWOT Analysis of Aircel
Strength:

 Aircel has low voucher plans, which is helping the common people
to use this service.
 The distribution Channel of Aircel is proper.

Weakness:
 No specific student and corporate plans.
 Advertisement is not done properly.
 Network issues in some of the areas.

Opportunities:
 Aircel is being the most common service provider in the state can
be the best, if the advertisement is done in a proper way, so that
they can make the public aware of their new plans effectively.
 If Aircel provide some student pack like the one ‘MY OFFER’
provided by VODAFONE, then it can go a long way.

Threat:
 Number of competitors has been increased.
 Public demands latest and special features regarding plans and
vouchers, where Aircel is lacking a bit.

27
 OUR GOALS AND VALUES

CUSTOMERS : Our customers are our most valued assets. we will

strive to exceed their expectations at all time by providing them with
superior services that embody value, innovation, quality and care.

PEOPLE : Our people are our greatest resources. we will attract, train
and retain the best. We will challenge them to develop their full potential
in the context of our company goals.
INTEGRITY: We will maintain and strive for the highest levels of
personal and professional integrity and honesty in all ours dealings. We
will keep our promises.
RESPECT : We will treat with respect & dignity all people we deal with.
EXCELLENCE : We are committed to excellence in all what we do.
There will be no place for mediocrity.
WORK : We will promote a work environment
that embraces creativity, promotes empowerment, encourages team
work, innovation, prudent risk taking, honest and open communication
and respectful iconoclasm
QUALITY: The hallmark of our internal and external outputs and proce
sses will be quality.this will pervade every aspect of our functioning.

28
 AIRCEL MARKET SHARE IN INDIA
Total Telephone subscriber base reaches 653.92 Million Wireless
subscription reaches 617.53 Million Wire line subscription declines to
36.3916.30 Million new additions in wireless Overall Tele-density

Reaches 55.38 Broadband subscription is 9.24 million Service providers

share in overall Net additions:
Bharti 18.4%
Reliance 17.28%
Vodafone 15.89%
Tata 14.26%
Idea 10.81%
Aircel 9.87%
Telecom service provider Aircel had invested USD 1.4 billion(over Rs
6,474 crore) in 2010 on expending its Operations and become pan-India
GSM oprerator by June 2010.

29
Milestone achievement of Aircel
2011
 Best Green Company
 Gold Award
 Seven olive Crown Award
2012
 Asia responsible entrepreneurship Award
 Award for innovation in learning
 Award for Excellence in Content developed
 Excellence Award for security
2013
 Award for innovation in learning
 Best practices Award
 Recommendation Engine platform
 Silver Award
2014
 Brandon hall bronze Award
 The CLO (Chief learning Officer)
 Best Practice Award
 ET telecom Award

30
 2015
 Aegis Grahem bell Award
 Asset AAA Asia Infrastructure Award
 Data quest Award
 Vice and Data special leadership recognition
Award
 Vice and data special recognition Award

FUTURE AHEAD

 Aircel has a good future ahead, being one of the most dominant
operator in South India. The company has planned for investing a
handsome amount of money for developing the infrastructure in
the near future. But the future ahead is not going to be cakes walk
for Aircel because telecom giants like BSNL, Airtel, Vodafone, etc.
are in front of it. The company needs to think and take appropriate
action for betterment.
 With the pool of talented and hard working employees, it is not
that tough for Aircel to become one of the major players in telecom
in the coming future.

31
METHODOLOGY OF THE STUDY

32
 Title of the study

A Study on “ RETAIL VISIBILITY OF AIRCEL WITH

RESPECT TO COMPETITORS”.

Definition: The display of products which make them appealing,

attractive, accessible and enticing to shoppers in a retail store.
Visual merchandising utilizes displays- Posters, Banners, Leaflet,
Dangler, Lighting, Digital technology and interactive elements to
catch customers’
Attention and persuade them to make purchases. Visual
merchandising helps convey the image of the brand and reflects
the personality of the target markets that the retail store wants to
attract.

PROBLEM DEFINITION

The first step in any marketing research is to define the problem. In

defining the problem, the researcher should take into account the
purpose of study, the relevant background information and the
information needed.

Statement of problem: The purpose of our study is as

follows:-
A mobile connection and RCV’s (recharge vouchers) are a
speciality cum convenience good. Since mobile connection is a
convenience good customer looks for the availability in the shop
near to him. So key for getting maximum sales is to ensure the
connection is available in every retail outlets with good amount of
promotion. The project done envisages this fact. The study
identified the areas and stores where AIRCEL has a low market
presence and has suggested measures to improve the market
presence.

33
  To find out the presence of AIRCEL POP(point of purchase)
and Sinages products in retail outlets of Bangalore area and
measures to improve it with compression of competitors.
 To assess the distribution on the basis of number of outlets
covered, supply, frequency of visits.
 To find out retailers opinion in related to the life of POP(point
of purchase) material and life of hard visibility.
 To find out replacement cycle of POP (point of purchase)
Material of different operators
 To find out who is taking care of POP(point of purchase)
activity.
 To find out retailers opinion in related to how company can
make its presence on retail outlet.
 To find out retailers point of view which display of retail
visibility is most durable.

OBJECTIVE OF THE STUDY

To find out the presence of Aircel POP(point of purchase) and

Sinages products in retail outlets of Bangalore area and measures
to improve it with compression of competitors.

METHODOLOGY OF THE STUDY

 Data has been collected through a questionnaire

 The data collected has been tabulated and analysed by the
use of statistical tools.
 The data has been graphically represented by the use of
charts and diagrams.
 Inferences were drawn from the data and conclusions have
been made.

34
SCOPE OF THE STUDY:

The scope of the study for management students gets to apply all
the theoretical knowledge in the company’s Internship programme.
During Internship period they solve the particular problem given by
the company and come to know the various things practically.

The study gives the company a true and unbiased picture of it

position and holding and also image in the society.

The company could take appropriate steps to increase the

availability of AIRCEL products thus increasing the sales in
Bangalore. The study was conducted among retailer outlets in
Bangalore, Bangalore only and it was conducted only for a period
of two months.

RESEARCH DESIGN

A research design is a framework for conducting the marketing

research project. It details the procedure necessary for obtaining
the required information, and its purpose is to design a study that
will test the hypothesis of interest, determine possible answers to
research questions and provide the information needed for
decision making. Formulating the research design involves the
following steps:-

 RESEARCH DESIGN: Descriptive Research.

We are using the descriptive research as we know the

problem and by using this type of research we are able to get
information regarding the attitude of Aircel retailer towards retail

35
visibility. A research design is the arrangement of conditions for
the collection and analysis of data in a manner that aims to
combine relevance to the research purpose with economy in
procedure. Research design can be classified into three broad
classes, exploratory, descriptive and casual. In this study
descriptive research was used. This is because descriptive
research is essentially a fact and finding approach related largely
to the present and abstracting generalizations by cross sectional
study of current situation.

 METHOD OF COLLECTING QUANTITATIVE

DATA:-

The research instrument which we are using in our research

paper is a questionnaire. Our questionnaire consists of close
ended questions. This questionnaire translates the
information needed into a set of specific questions that the
respondents have to answer. The reason for using the direct
method of interview was the accuracy of personal interview.

SAMPLING TECHNIQUES:

The Sampling Method adopted here is a Convenience Sampling.

A convenience sample is one of the main types of non-probability
sampling methods. A convenience sample is made up of people
who are easy to reach.

36
TOOLS OF DATA COLLECTION:

1. Questionnaire
2. Case studies
3. Check lists
4. Interviews
5. Observations
6. Census
7. Sample survey
8. Previous research materials
9. Online information

PLANS OF ANALYSIS

STEP 1: The data is aggregated and represented in tabular form.

The table contains the absolute figure and their percentage of the
total.
STEP 2: The percentage are analysed to quantify the
trend shown.
STEP 3: The analysis is done to prove a qualitative
inference to what the data in the table shows.
STEP 4: This study also employs graph to represent the
data in the table to give better interpretation of percentage
in the table. The graph used is pie chart.

REFERENCE PERIOD:

Internship training should be carried out after class

hours. Each student must work on a project for a minimum of 3
hours per day, 3 day of the week, after regular class hours, with a
structured schedule. Work at corporate/industry locales should not
extend beyond 7pm.

37
LIMITATION OF THE STUDY:

 Time Constraint: The study was completed within the span of

2 months
 Accuracy: The customers may or may not have been able to
answer the questionnaire accurately
 Financial Constraint: No money has been sanctioned for the
purpose of the study
 Non-supportive respondents: Few respondents were
unwilling to complete the questionnaire provided to them due
to several factors such as lack of interest, insufficient time or
some other reason.

CHAPTER SCHEME

Chapter-1 Introduction
Telecommunication - Telecom industry in India, History of
telecommunication, Current trends & Milestones in Telecom
Reforms.
Retail visibility – Meaning.

Chapter-2 Company Profile

Parent company (Maxis): Maxis in Indonesia, India.
Introduction of Aircel, Telecom circles in India, Holding Company,
Company Products & Services, Key players, Objectives, Vision,
Mission, Awards & Recognition, SWOT Analysis, Goals & Values,
Aircel Market Share, Milestone Achievements, Future Ahead.

38
Chapter-3 Research Design
Title, Problem definition, Statement of problem, Objective,
Methodology, Research Design, Sampling Techniques, Tools of
data collection, Plan of analysis, Reference Period and limitation of
the Study.

Chapter-4 Analysis and interpretation

Chapter-5 Summary of Findings, Suggestions and

Conclusion

Annexure

Bibliography

39
40
 DATA ANALYSIS AND INTERPRETATION

Q1. Which mobile connection do you use?

Table 4.1
Particulars No. of Respondents Percentage
Airtel 6 24
Aircel 10 40
Vodafone 5 20
Idea 4 16
Others 0 0

ANALYSIS

It can be seen from the above table that 24% of respondents

are Airtel users, 40% are Aircel users, 20% are Vodafone
users, 16% are Idea users and none of the respondents are
using operators other than this.

41
 Graph 4.1

No. of Respondents Others

0%

Idea Airtel
16% 24%
Vodafone
20%

Aircel
40%

INFERENCE

It can be inferred from the above pie chart that majority of the
respondents are customers of Aircel because Aircel offers best
plans for it’s customers.

42
Q2. Why do you use this connection?
Table 4.2

Particulars No. of respondents Percentage

Network coverage 10 40
Tariff 6 24
Better VAS 6 24
Better customer 3 12
support

ANALYSIS
It can be seen from the above table that 40% of Respondents
uses their connection because of Network Coverage, 24% of
Respondents uses because of Tariff plans, 24% of
Respondents uses because of VAS and 12% of respondents’
uses because of better customer support.

43
 Graph 4.2

No. of respondents
Network coverage Tariff
Better VAS Better customer support

12%
40%
24%

24%

INFERENCE
It can be inferred from the above graph that majority of the
respondents are using their connection because of network
coverage. 40% of them replied that only because of the
network coverage they use their connection.

44
Q3. Which connection are you using?
Table 4.3
Particulars No. of respondents Percentage
Post-paid 3 12
Prepaid 22 88

ANALYSIS
It can be seen from the above table that 12% of respondents
are Post-paid users and 88% of respondents are prepaid users.

45
 Graph 4.3

No. of Respondents

12%

Prepaid
Post-paid

88%

INFERENCE
It can be inferred from the above pie chart that majority of the
respondents are prepaid users (88%) as people are more
comfortable with prepaid connection as compared to post-paid
connection.

46
Q4. What is your average monthly expenditure on Mobile
services?
Table 4.4
Particulars No. of respondents Percentage
0-50 1 4
50-100 7 28
100-250 13 52
250-500 1 4
500 & above 3 12

ANALYSIS
It can be seen from the above table that 4% of respondents
have Monthly expenditure of 0-50, 28% of Respondents have
50-100, 52% of Respondents have 100-250, 4% of Respondent
have 250-500 & 12% of Respondents have Monthly
expenditure of 500 & above.

47
 Graph 4.4

No. of respondents
0-50
4%
250-500
500 &
4%
above
12%
50-100
28%

100-250
52%

INFERENCE
It can be inferred from the above pie chart that majority of the
respondents spend about 100-250 from their Income because
Aircel’s plan services are cheaper than others telecom service
providers.

48
Q5. Are you aware of Aircel Value Added Services?
Table 4.5
Particulars No. of respondents Percentage
Yes 15 60
No 10 40

ANALYSIS
It can be seen from the above table that 60% of respondents
are aware of Aircel VAS whereas 40% of respondents are not
aware of Aircel VAS.

49
 Graph 4.5

No. of respondents
Yes No

40%

60%

INFERENCE
It can be inferred from the above pie chart that majority of the
respondents are aware of Aircel value added services. 60% of
them replied yes they are aware of Aircel value added services
that shows that services offered by Aircel is really satisfying to
its customers.

50
Q.6 how do you get to know about VAS that retailer is
offering to you?
Table 4.6
Particulars No. of respondents Percentage
Advertisement 6 24
through Retailer 7 28
Internet 6 24
Posters 6 24
SMS 0 0
friends/relatives 0 0

ANALYSIS
It can be seen from the above table that 24% of respondents
get to know about the VAS through Advertisement, 28% of
Respondents through retailer, 24% of respondents through
Internet, 24% of respondents through posters and 0%
respondent through SMS, Friends & relatives

51
 Graph 4.6

No. of respondents
SMS friends/relatives
0% 0%
Advertisement
Posters 24%
24%

Internet through Retailer

24% 28%

INFERENCE
It can be inferred from the above pie chart that majority of the
respondents get to know about the VAS offered by, Is through
retailer (28%) because all the respondents don’t go through the
print media on daily basis.

52
Q7. Which is the cellular connection that you are currently
possessing?
Table 4.7
Particulars No. of respondents Percentage
Is your personal 22 88
subscription
provided by your 3 12
company

ANALYSIS
It can be seen from the above table that 88% of respondents
possesses personal subscription whereas 12% of respondents
possess Connection which is provided by the company.

53
 Graph 4.7

No. of respondents

12%

Is your personal subscription

Provided by your company

88%

INFERENCE
It can be inferred from the above pie chart that 88% of
respondents is possessing personal subscription.

54
Q8. Which VAS of your operator are you using?
Table 4.8
Particulars No. of respondents Percentage
Voice mail services 3 12
Call me Tunes 8 32
Missed Call Alerts 9 36
Astrology 0 0
Others 5 20

Analysis
It can be seen from the above table that 12% of respondents
are using voice mail services of VAS, 32% of respondents are
using Call me Tunes, 36% of respondents are using Missed call
alerts, 20% of respondents are using other services and none
of the respondents are using astrology.

55
 Graph 4.8

No. of respondents

Voice mail services

Call me Tunes
Missed Call Alerts
Astrology
Others

INFERENCE
It can be inferred from the above pie chart that majority of the
respondents use Missed call alerts value added services of
Aircel, which is really important for them to know that who is
calling during phone is off or during talking to someone.

56
Q9. Are the VAS offered by your operator meeting your
requirements?
Table 4.9
Particulars No. of respondents Percentage
Yes 18 72
No 7 28

ANALYSIS
It can be seen from the above table that 72% of respondents
are satisfied with the VAS offered by their operator whereas
28% of Respondents are not satisfied with the VAS offered by
their operator.

57
 Graph 4.9

No. of respondents
Yes No

16%

84%

INFERENCE
It can be inferred from the above pie chart that majority of the
respondents have met their expectations out of Aircel value
added services. 72% of them replied yes value added services
offered by Aircel meet their expectation because a service
offered by Aircel completely satisfies them.

58
Q10. Why have you chosen your operator over its
Competitors?
Table 4.10
Particulars No. of respondents Percentage
Affordability 8 32
Customer service 4 16
Wide range of options 7 28
Easy Activation 6 24
Others 0 0

Analysis
It can be seen from the above table that 32% of respondents have
chosen their operator because of affordability, 16% of Respondents
because of customer service, 28% of Respondents because of wide
range of options, 24% of Respondents because of Easy activation and
0% of respondents have chosen their operators for others.

59
 Graph 4.10

Others
No. of respondents
0% Affordability
32%

Easy
Activation
24%

Wide range of Customer

options service
28% 16%

INFERENCE
It can be inferred from the above pie chart that majority of the
respondents have chosen their operator over its competitor
because of Affordability.

60
For Retailers
Q11. Which services are you providing to the customers?
Table 4.11
Particulars No. of respondents Percentage
Prepaid 21 84
Post-paid 0 0
Both 4 16

Analysis
It can be seen from the above table that 84% of respondents
are providing only prepaid services, 16% of Respondents are
providing both prepaid as well as post-paid services and none
of the respondent provides only post-paid services to the
customers.

61
 Graph 4.11

No. of respondents

Post-paid Both
0% 16%

Prepaid
84%

INFERENCE
It can be inferred from the above pie chart that majority of the
respondents are providing prepaid services because most of
the respondents are using prepaid connection.

62
Q12. According to you, who is the Toughest Competitor of
Aircel?
Table 4.12
Particulars No. of respondents Percentage
Tata Docomo 7 28
Vodafone 4 16
Airtel 9 36
Idea 5 20
Others 0 0

ANALYSIS
It can be seen from the above table that 28% of respondents
says that Tata Docomo is the toughest competitor of Aircel,
whereas 16% of respondents says Vodafone, 36% of
respondents says Airtel, 20% Idea & none for the others.

63
 Graph 4.12

Others

Idea

Airtel percentage
No. of respondents

Vodafone

Tata Docomo

0 10 20 30 40

INFERENCE
It can be inferred from the above graph that majority of the
respondents are saying Airtel is the toughest competitor of
aircel(36%) because Airtel existed in the market before Aircel
and they have established their market well.

64
Q13. How do you provide information about Value Added
services?
Table 4.13
Particulars No. of respondents Percentage
Posters 6 24
Orally 7 28
Both 12 48

ANALYSIS
It can be seen from the above table that 24% of Respondents
providing Information through posters, 28% of Respondents
through orally and 48% of respondents through both Posters &
Orally.

65
 Graph 4.13

50
45
40
35
30
No. of respondents
25
percentage
20
15
10
5
0
Posters Orally Both

INFERENCE
It can be inferred from the above graph that majority (48%) of
the respondents got information about their VAS through both
(posters & orally).

66
Q14. Are the users of Aircel happy with their Services &
Networks?
Table 4.14
Particulars No. of respondents Percentage
Yes 14 56
No 11 44

ANALYSIS
It can be seen from the above table that 56% of Respondents
are happy with the Aircel services & networks whereas 44% of
respondents are not happy with the Aircel services & networks.

67
 Graph 4.14
60

50

40

30 Yes
No
20

10

0
No. of respondents Percentage

INFERENCE
It can be inferred from the above graph that majority of the
respondents are happy with the Aircel services & networks
because it is very affordable and easy to subscribe. Anyone
can subscribe its value added services by dialing few numbers.

68
Q15. From your perception, which company is giving the
best services?
Table 4.15
Particulars No. of respondents Percentage
Vodafone 6 24
Idea 0 0
Aircel 8 32
Airtel 11 44
Others 0 0

ANALYSIS
It can be seen from the above table that 24% of respondents
are saying Vodafone is providing best services, 0%Idea, 32%
Aircel, 44% Airtel and 0% others.

69
 Graph 4.15

No. of respondents
Others
0%

Vodafone
AIrtel 24%
44% Idea
0%

Aircel
32%

INFERENCE
It can be inferred from the above pie chart that majority of the
respondents are saying Airtel is giving the best services (44%)
because Airtel provide better value added services every month
& also their customer support are very active which attract
buyers to buy more.

70
Q16. Which features subscriber use in Aircel Services?
Table 4.16
Particulars No. of respondents Percentage
Tariff Plan 13 52
GPRS cost 6 24
High speed Internet 6 24
Games 0 0

ANALYSIS

It can be seen from the above table that 52% of respondents

are Using Tariff plan, 24% of respondents GPRS cost, 24%
respondents High speed Internet, 0 respondent Games.

71
 Graph 4.16

No. of respondents
0%

24%
Traiff Plan
GPRS cost
52% High speed Internet
Games
24%

INFERENCE
It can be inferred from the above pie chart that majority of the
respondents are using Tariff plans because Aircel provide best
tariff plans as compare to other operators.

72
Q17. What is your opinion towards the pricing of Aircel
services?
Table 4.17
Particulars No. of respondents Percentage
Costly 10 40
Reasonable 12 48
Low 3 12

ANALYSIS
It can be seen from the above table that 40% of respondents
are saying it’s costly, 48% of Respondents are saying its
Reasonable and 12% of respondents are saying its low.

73
 Graph 4.17

No. of respondents
Costly Reasonable Low

12%

40%

48%

INFERENCE
It can be inferred from the above pie chart that majority of the
respondents fell the pricing of Aircel services are reasonable as
compared to other operators.

74
Q18. Are you satisfied with your service provider?
Table 4.18
Particulars No. of respondents Percentage
Yes 16 64
No 9 36

ANALYSIS
It can be seen from the above table that 64% of respondents
are satisfied with the service provider whereas 36% of
respondents are not satisfied with their service provider.

75
 Graph 4.18

No. of Respondents
Yes No

36%

64%

INFERENCE

It can be inferred from the above pie chart that majority (64%)
of the respondents are saying that they are satisfied with the
service provider as they give better customer service to them.

76
Q19. For which plan Aircel Company is getting best
response?
Table 4.19
Particulars No. of respondents Percentage
Recharge Vouchers 6 24
New dialer tunes 0 0
New local & ISD rates 10 40
New Internet rates 9 36

ANALYSIS
It can be seen from the above table that 24% of respondents
are saying Recharge Vouchers are getting best response, 0%
dialer tunes, 40% of respondents are saying that New local &
ISD rates are getting best response and 36% of Respondents
are saying New Internet rates are getting best response.

77
 Graph 4.19

40
35
30
25
20 No. of respondents
15 percentage
10
5
0
Recharge New dialer New local New
Vouchers tunes & ISD rates Internet
rates

INFERENCE
It can be inferred from the above graph that majority of the
respondents are saying new local & ISD rates are getting best
response as Aircel give best rates & plans.

78
Q20. Which company had offered the best plans in the Last
month?
Table 4.20
Particulars No. of respondents Percentage
Aircel 4 16
Airtel 2 8
Idea 5 20
Vodafone 3 12
Tata Docomo 11 44
Others 0 0

ANALYSIS
It can be seen from the above table that 16% of respondents
are saying Aircel has offered the best plans in the last month,
8% of respondents are saying Airtel, 20% of respondents are
saying Idea, 12% of respondents are saying Vodafone, 44% of
respondents are saying Tata Docomo and none of the
respondents are saying others.

79
 Graph 4.20

45
40
35
30
25
20 No. of respondents
15
Percentage
10
5
0

INFERENCE
It can be inferred from the above graph that majority of the
respondents are saying Tata Docomo has offered the best
plans in the last month as they always come up with new
internet rates, Tariff plans etc every month.

80
Q21. Which connections customers, prefers mostly in
Aircel?
Table 4.21
particulars No. of respondents Percentage
Low call rates 9 36
Full talk time 7 28
New Internet Plans 9 36
Others 0 0

ANALYSIS
It can be seen from the above table that 36% of respondents
are saying Low call rates are preferred by customers in Aircel,
28% of Respondents are saying Full talktime, and 36% of
Respondents are again saying New Internet plans & 0% for
others.

81
 Graph 4.21

others
No. of respondents
0%

New Internet
Plans Low call rates
36% 36%

Full talktime
28%

INFERENCE
It can be inferred from the above pie chart that majority (36%)
of the respondents are saying customers are mostly preferring
Low call rates & new Internet Plans because aircel provide
cheap rates as compared to other operators.

82
83
 SUMMARY OF FINDINGS

There is great opportunity in the network service, if the network

company pay attention towards their network tower then they will
definitely success in their business. AIRTEL is the leading network
company due to their network coverage .almost they covered all state.
Network tower of the Airtel is so strong .each and every village of INDIA
catch the airtel network tower.

 AIRCEL is the Sixth leading network company.

 There is prospect to become number one company in the market.
 AIRCEL sells more SIM than AIRTEL in this time and giving more
benefit to the customers.
 They are trying to solve the network problems and focus on the
more network towers.
 They are giving more margins to retailers and distributors
regarding any other network companies.
 They are also giving more focus on customer relationship.
 Customer’s problems in value added service in AIRCEL Company.
It should be solved quickly.
 They are trying to make more dealer/distributors in every area
for convenient of retailers and customers. They will get easily sim
and voucher any time.
 AIRCEL are giving the gift items regularly to the retailers for
who fulfil the selling target. Retailers are more interested to sell the
SIM in slab (during the scheme time).

84
 RECOMMENDATIONS & SUGGESTIONS:-

By going through all the study there are some recommendations and
suggestion that can make study more effective as well as can create a
good results for AIRCEL retail visibility. These Suggestions are as
follows:-

 Distribution of promotion material should be regular and noted.

 Company should get involved in forceful advertisement policy like
Airtel, Vodafone and Reliance.
 The distributor should get involved in the hiring and recruitment of
merchandiser.
 The merchandiser visit should be regularly checked by the
company.
 The company should advertise its products and services on a
regular basis.
 Company should organize regular meets of the distributor as well
as outstanding retailers.
 Company should consult the distributor while launching of a
product as well as withdrawing of a product.
 To ensure better retailer and customer satisfaction and make good
relationship management can increase the revenue of aircel.
 Aircel should need to spend more on advertisement and offering
the best scheme to attract new retailer and customer.
 Aircel should improve their visibility. During the survey period I
found very few shops and other points where advertisement has
been done

85
 CONCLUSION

 According to my survey, I have found that most of retail outlet of

Aircel merchandiser material is absence

 I have found that most of retail outlet hard visibility of Aircel is

absence

 There should be better visibility of awareness for tariff plan and

new scheme of the company.

 Retailers are not aware about the products & schemes that Aircel
is offering.

86
ANNEXURE

87
 QUESTIONNAIRE
For Customers
Name:-
Q1. Which mobile connection do you use?
a) Airtel b) Aircel

c) Vodafone d) Idea

e) Others

Q2. Why do you use this connection?

a) Network coverage b) Tariff

c) Better VAS d) Better customer support

Q3. Whether the connection is

a) Prepaid b) Post-paid

Q4. What is your average monthly expenditure on Mobile

services?
a) 0-50 b) 50-100

c) 100-250 d) 250-500

e) 500 & above

Q5. Are you aware of Aircel Value Added Services?

a) Yes b) No

88
Q6. How do you get to know about VAS that retailer is offering
to customer?
a) Advertisement b) through your Retailer

c) Internet d) SMS

e) friends/relatives f) Posters

Q7. The Cellular Connection that you are currently possessing?

a) Is your personal subscription b) Provided by your Company/employer

Q8. Which VAS of your operator are you using?

a) Missed call alerts b) Voice mail services

c) Call me tunes d) Astrology

e) Others

Q9. Are the VAS offered by your operator meeting your

requirement?
a) Yes b) No

Q10. Why have you chosen your operator over its

Competitors?
a) Affordability b) customer service

c) Wide range of options d) Easy activation

e) If any others, kindly specify

89
For Retailers
Outlet Name:
Area:
Q1. Which services are you providing to the customers?
a) Prepaid b) Post-paid c) Both

Q2. Toughest Competitor of Aircel?

a) Airtel b) Idea

c) Vodafone d) Tata Docomo

e) Others

Q3. How do you provide information about Value Added

services?
a) Posters b) Orally

Q4. Are the users of Aircel happy with their Services &
Networks?
a) Yes b) No

Q5. From your perception, which company is giving the best

services?
a) AIrtel b) Aircel

c) Vodafone d) Idea

e) Others

90
Q6. Which features subscriber like in Aircel Services?
a) Tariff plan b) GPRS Cost

c) High speed Internet d) games

Q7. What is your opinion towards the pricing of Aircel services?

a) Costly b) Reasonable c) low

Q8. Are you satisfied with your service provider?

a) Yes b) No

Q9. For which plan Aircel Company is getting best response?

a) Recharge Vouchers b) New dialer Tunes

c) New local and ISD rates d) New Internet rates

Q10. Which company had offered the best plans in the Last
month?
a) Aircel b) Airtel

c) Idea d) Vodafone

e) Tata Docomo f) others

Q11. Which connections customers, prefers mostly in Aircel?

a) Low call rates b) Full talktime

c) New internet plans d) others

91
BIBLIOGRAPHY

92
 BIBLIOGRAPHY

TEXT BOOKS:-

 Marketing Management - Philip Kotler

 Research Methodology - C.R Kothari

WEBSITES:-

 www.google.com
 www.aircel.co.in
 www.answers.com
 www.wikipedia.org
 www.marketingprofs.com

93
94
95