1. INTRODUCTION TO THE TOPIC Spending a period of Eight weeks with the project “THE MOBILE STORE AND CUSTOMER SATISFACTION under THE MOBILE STORE, ATLANTIS MALL, ALLAHABAD was really a very interesting time for me. The way I received the sample of product made me to realize that practical experience is much different from theoretical knowledge. I am saying this because even though I was associated with a brand, sometimes it was difficult to convince the custom The Mobile Store has a quality management system which is demonstrated through its ability to consistently provide product and services that meets customer and applicable regulatory requirements. It aims to enhance customer satisfaction through its effective services.
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1. INTRODUCTION TO THE TOPIC
Spending a period of Eight weeks with the project “THE
MOBILE STORE AND CUSTOMER SATISFACTION under
THE MOBILE STORE, ATLANTIS MALL, ALLAHABAD was
really a very interesting time for me. The way I received the
sample of product made me to realize that practical experience
is much different from theoretical knowledge.
I am saying this because even though I was associated
with a brand, sometimes it was difficult to convince the custom
The Mobile Store has a quality management system which is
demonstrated through its ability to consistently provide product
and services that meets customer and applicable regulatory
requirements. It aims to enhance customer satisfaction through
its effective services.
The Mobile Store was born free, a force unleashed into
the market with a relentless and unwavering determination to
succeed. A spirit charged with energy and creativity and a team
driven “to seize the day” with an ambition to become the most
globally admired service provider The Mobile Store after just
few years, has risen to the pinnacle of achievement.
The businss sector is witnessing a tough competition, with
every major players having a range of products. Despite of
various difficulties and limitations faced during my summer
training project I tried myself to gain as much experience of
marketing because Marketing is a very crucial activity in every
business organization. Every product and service produced
within an industry has to be marketed otherwise it will remain as
unsold stock, which will be of no value.
2. INTRODUCTION TO THE ORGANISATION
About The Mobile Store:-
The MobileStore, promoted by the Essar Group, is a one
stop mobile solution shop which offers Telecom Products like
Mobiles, Mobile Accessories, Mobile Connections & Recharges,
Mobile Bill Payments, Value Added Services, Mobile Repairs,
Mobile Exchange, Music & Gaming Devices and DTH, all under
one roof, in a world class shopping ambience.
The Mobile Store, leads as India's first countrywide chain
of telecom retail outlets. The format is that of a one stop
mobile solution shop that provides complete telecom
solutions, offering a wide range of multi brand Mobiles (GSM &
CDMA), Mobile Accessories, Connections (Prepaid and
Postpaid), Mobile Repairs, Mobile Exchange, Bill Collections,
VAS which include downloads of latest ring tones, wallpapers,
video, etc all under one roof. The Mobile Store caters to the
Indian consumer choice of the widest and most comprehensive
range of mobile phones with special offers from all the key
brands available across the globe. Our consumers can avail of
After Sales Services not only in the city of purchase but at any
of The Mobile Store outlets across the country.
The MobileStore has partnered with PayMate to offer
comprehensive Point of Sale solutions, or “E-POS,” in more
than 200 cities. The next generation payment solutions will
allow customers to pay for their purchases, recharge talk-time
and even buy or send gift vouchers instantly and securely via
the mobile.
According to Rajiv Agarwal, CEO and director of The
MobileStore Limited, The MobileStore is constantly innovating
and concentrating efforts to enhance the shopping experience
for its customers. Due to the increasing penetration of cell
phones, the coming years will witness tremendous growth in
mobile commerce.
PayMate’s mobile payment solutions link a customer’s
mobile phone to any financial instrument like an existing bank
account, credit card or a prepaid account. This essentially turns
the customer’s mobile phone into a secure payment tool to be
used anytime, anywhere. PayMate's mobile payment platform
will enable customers shopping at The MobileStore to link their
credit card to their mobile phone.
After this step, customers will be able to make payments
on their mobile over an instant auto-IVR call-back without
having to share any further details. Once a customer is
registered on PayMate, he or she can do retail shopping, online
purchases and utility bill payments at more than 15,000
PayMate accredited merchants through the mobile.
In addition, The MobileStore will also sell GiftMate
vouchers – PayMate's pre-paid mobile voucher – and remote
mobile top-up through PayMate's consolidated interface. This
essentially means that PayMate registered users and GiftMate
users will be able to top-up their pre-paid mobile anywhere,
anytime over an instant auto-IVR call back.
The MobileStore currently has more than 1050 outlets and
the vision is to have a network of 2500 stores by 2010 across
650 cities, thus covering virtually every major town in every
state across India.
Key thrust areas for the retail format are: Comprehensive
Product Range, Knowledgeable Store Staff & Interactive
Environment, Competitive Prices and Handset Repairs.
The MobileStore caters to the Indian consumer's choice of
the widest and most comprehensive range of mobile phones
with special offers from all the key brands available across the
globe. The MobileStore offers complete telecom solutions right
from handset purchase to the choice of service operator and
miscellaneous services like monthly bill collections etc., the
stores also offer connections (pre paid and post paid),
accessories and VAS including the latest ring tones, wallpapers
and gaming and prompt after sales service, available not only in
the city of purchase but in all The MobileStore outlets across
the country.
The MobileStore has undertaken an extensive training
program to equip all its employees with in-depth knowledge of
the products and brands available at the store, thereby allowing
them to provide the right kind of guidance to the customer.
The MobileStore has categorized its mobile device
offerings into consumer segments keeping in mind the profiles
and needs of different consumers. The unique segments
available in The MobileStore The MobileStore are: Business -
PDA & Smartphones, Emails, data transfer etc., Lifestyle -
Fashion phones, Look and elegance, Fun - Multimedia & music,
camera, games, wacky ring tones and wallpapers, Value for
Money - Special offers, discounts and budget phones.
All major handset brands like Nokia, Sony Ericsson, LG,
Samsung, Motorola, Fly, Sagem, HP, iMate, Dopod, HTC and
Blackberry are available at the store. The MobileStore has also
tied up with all leading operators including Airtel, Vodafone,
BPL, Idea, MTNL/BSNL and Reliance, Tata Indicom.
All major handset brands like Nokia, Sony Ericsson, LG,
Samsung, Motorola, Fly, Sagem, HP, iMate, Dopod, HTC and
Blackberry are available at the store. The MobileStore has also
tied up with all leading operators including Airtel, Vodafone,
BPL, Idea, MTNL/BSNL and Reliance, Tata Indicom.
According to Ajay Adiseshann, founder and managing
director of PayMate, this is probably the largest deployment of
mobile payments at a retail level and will provide customers
unmatched convenience and security while transacting at The
MobileStore. In addition, The MobileStore’s reach across 200
cities will act as a catalyst to help PayMate popularize mobile
payments rapidly and effectively.
Store Format:-
The Mobile Store outlets are in three formats: Large -
1000-1500 square feet, Medium- 800-1000 square feet and
express / corners 150-200 square feet, with smaller format
located primarily located in large malls. The Mobile Store also
has its presence in the Shop-In-Shop format. Currently our
model is solely company owned and company operated. The
mobile store believe in consistently maintaining high level of
customer service, which will only take effect when the mobile
store have total control over operations.
The Mobile Store Presence:-
"The Mobile Store" had its commercial launch in April
2007. Currently it has over 600 stores across the country's
major metros and tier I cities and II cities. It have aggressively
introduced a pan-India network with a world class shopping
environment, offering state of art technology in telecom
solutions and a host of unique value-added services, all for an
unmatched customer experience. The Mobile Store plans to
extend its presence to over 2500 stores in the next 2 years
across 600 cities, thus covering virtually every major town in
every state across India.
OBJECTIVE OF THE MOBILE STORE
The Mobile Store is a latest idea of the ESSAR
Company. The main objective of the mobile store is that provide
latest model and at a reasonable price with different verities, the
mobile store can say that in other word represent a new model,
different brand, different quality at a reasonable price to the in
front of the customer. The company pay attention about ethical
value and don’t cheat the customer. Company always survey
need and purchasing pothe mobile storer of the customer
WHAT IS MARKETING PLAN
Marketing plan is a systematic anticipation and analysis of
future change. Marketing Plan made up for future prediction
and on the basis of the plan activity being done by the
management of the company to achieve the targets which
are made by the plan.
Marketing Plan made by the Marketing Manager and
guidance by the M.D. of the company. The main motive of
this is to satisfy the customer.
“Profitability through costumer satisfaction.”
NEED FOR MARKETING PLAN
The Marketing Plan is most important for the company to
continue growth and profit in future. It is made on the basis of
the market opportunity and competition in the market.
Without proper marketing planning marketing manager:-
Cannot do the future prediction about the company’s
profit.
There are various problem of managing in the design.
Manager cannot know the correct production of the
Company during the year ending.
TYPES OF PLAN
1. Mission
2. Objective
3. Strategy
4. Policies
5. Procedure
6. Programmes
7. Project
8. Schedule
9. Budget
10. Standard
1. MISSION:-
The mission indicates the primary belief and the Central
purpose of the business. Mission can be known when the
answer of the question correctly identifies:
What is our business?
What will our business be?
What should be our business?
Who is our Customer?
What does he buy?
What does he expect from the product?
What does he look for when he buy our products?
If you have correct answer of these questions you can define
your mission of the business.
2. OBJECTIVE:-
Objective is the main thing of the company it means that the
aim and the goal which are achieved by the Enterprise.
Objective shows that where we want to go. They provide the
direction for the company. Plans are most successful when
the objective of the company is clear and the activities have
been done by the employee.
3. STRATEGY:-
R. Anthony has defined strategic planning as – “the process
of deciding the objectives of the organization on the changes
in these objectives and the policy that are to govern the
acquisitions on us and disposition of these resources.”
The strategies are based on the mission, objective and the
goal of the company. Strategies are made by the company’s
management. Strategies are planned responses to external
changes. For example change in the customer tastes and
preference, change in the production and distribution.
4. POLICIES:-
Policies are the principles and consequence rules of action
of achieving specific organization objective or goal.
5. PROCEDURE:-
Procedures are a series of function or steps of performance
to achieve a specific task or undertaking.
6. PROGRAMMES:-
Programmes are a series of necessary activities and
resources that are guided by the corporate objectives planes
and strategies.
7. PROJECT:-
Project is schemes which are made by the management of
the company. It means how to invest and how much on the
Projects and what profit is earned from the Project. How
much time and what is financial requirement of the Project. It
can be said work plan.
8. SCHEDULE:-
Schedule is a precise timetable of a series of action. It is a
part of program. This shows the time of all programs
according to the programming.
9. BUDGET:-
Budget is also a part of marketing plan. Budget discloses the
position of production. It means when the plan is made it is
necessary to know about the plan could be fulfilled or not.
Budgets are of various types like Sales Budget, Production
Budget, Capital Budget, Purchase Budget, etc.
10. STANDARD:-
A standard is a selected criterion against which actual result
can be measured to evaluate performance. A standard is an
integral part of control. There for standards- quality, quantity,
time and cost.
IMPORTANCE OF PLANNING
There are following importance of planning to Management of
Business:
1. Planning focuses on the future direction, values and
sense of purpose; basic objective tells the direction of
growth.
2. Planning provides a unifying decision making framework
and facilitates integration of efforts.
3. Planning helps to identify the potential market
opportunities and threats.
4. Planning offers standards of performance for comparison
and evaluation of actual performance.
5. Planning enables the organization to tune its business
with the environment and establish a profitable
relationship with the environment.
6. Precise plan can achieve a correct balance among:
Corporate resources,
Corporate efforts and
The market potential.
7. Planning assures effective management of change and
thereby survival and growth of the enterprise. If there s
anything constant, it is change. Change implies progress.
Change is manageable only through conscious planning.
For instance, planning can reveal future threats and
uncertainties or probable changes n the national
economy. Management can be prepared to face the
change, convert difficulty into opportunity and meet the
At The MobileStore, understand that excellent people
deserve excellent people practices. That's why the mobile store
designs its human resource initiatives such that they unlock the
full potential of every employee.
Focus On Building Careers
The MobileStore has a high emphasis on performance, and it
link both career growth and rewards directly to merit and
achievement. It customise career paths and retention plans
according to the unique needs of an individual. Right from the
entry level, the mobile store draw career maps for each
employee, outlining possible alternate career paths, which could
include planned job rotations betthe mobile storeen functions or
even group companies.
'The Mobile Store' has over 4000 employees and has
undertaken an extensive training program to equip all its
employees with in-depth knowledge of the products and brands
available at the store, thereby allowing them to provide the right
kind of guidance to the customer.
Key Achievements:- i. Over 600 stores within a year
ii. More than a million loyal customers
iii. Presence in over 76 cities
iv. 6 Awards within a short span of few months
CONTACT
Corporate Office
The Mobile Store Limited Essar Techno Park, Building 'B', 1st Floor, Pyramid InfoTech Park,Swan Mill Compound, LBS Marge,Karla (W), Mumbai - 400 070.India.
Contact center - 60006363 Toll-free -1800-425-6363 Email ID : [email protected]
Retail offices-North304, Tothe mobile storer A, Signature Tothe mobile storers,South City,Gurgaon,Haryana - 122002