Nov 18, 2014
CERTIFICATEThis is to certify that Patel Akash Vinodbhai is a Postgraduate student of Kohinoor Business School, Khandala and has successfully undergone a Summer Internship Program (SIP), in the topic on Sales and Marketing of Tikona
Digital networks Pvt. Ltd.period April 2009 to
products, during the
June 2009 with Tikona Digital
networks Pvt. Ltd.
The information submitted is true and original to the best of our knowledge.
DR.BIGYAN.PRAKASH VERMA DIRECTOR - KBSCMR
PROF. G.M.JAYASEELAN SIP-Co-ordinator
Kohinoor Business School, Khandala.
This is hereby stated that this report is very original in every sense of the term and it carries a sense of creditability and strength and that I have taken no shortcuts and remained both rigorous and scholarly. I have tried my best to keep this work as watertight and squeaky clean as possible. It may be further stated here that in the preparation of this report and projects undertaken some aid has been taken from a pool of professionally shared knowledge, a detailed description of which has been mentioned in the bibliography section of this report.
Patel Akash Vinodbhai
(Signature of Student)
Training is a real experience. Training for an MBA student, three months of summer training is practically more resourceful than all the management classes he had in the classroom. It is an experience, which sees one through his management career. This is mainly attributed to the fact that during these days of summer training every student comes to know about the real business world. Herein he learns how to put the lessons and the theories that he has learnt from numerous books at work. He learns business management in all ways. Firstly I would like to acknowledge our institute KOHINOOR BUSINESS SCHOOL for providing me an opportunity to work on the field of Marketing. I am also thankful to Dr. B. P. Verma (Director-KBS) on allotting his valuable time for interaction that helps in attaining proper orientation to the study. With due respect, I am sincerely thankful to Mr. Abhiram Bajpai (Zonal Sales Manager, Tikona Digital Networks) and Mr. Bhupendra Singh for the appropriate guidance, support & cooperation during this internship and in fact without them navigational assistance life would have been very difficult. I am also grateful to my faculty guide Prof. Saravan Krishnamurti and Prof. G.M. Jayseelan for guiding, inspiring and motivating me to work in this area. Without his line of action, invaluable guidance and time, it would not have been possible for me to complete this project work. I would also like to thank all those who directly or indirectly helped me in my training. I would like to express thanks to all my friends who helped me in time and again in whatever possible ways during completion of the project as well as those persons from whom I have learned much more in past that help me in applying my ideas in the project report.
Table of Contents1. Executive summary .. 62. Introduction 7
3. Industry Profile.. 8
3.1- Classification of Telecom Sector 3.2 - Segmentation of target customers 3.3 - Broad band Industry 3.4- SWOT analysis of Broadband Industry4. Company Profile : TIKONA DIGITAL NATWORKS PVT LTD. 16 4.1 - About the company 4.2 - About Founders 4.3 - Vision 4.4 - Mission 4.5 - Values
4.6 - Corporate Social Responsibility 4.7 - Organizational structure of the company 4.8 - SWOT analysis of the company4.9 - competitors of TDN 4.10
- Report on analysis of competitors
5. Products and services .... 26 5.1 - Tikona Wi Bro 5.2 - Bandwidth Doubler
5.3 - Circuit Breaker Plans 5.4 - Fixed monthly charge plans 5.5 - Technical Help Desk
6. Research Methodology. 29
7. Project: Marketing of TDN Products & Sales & Brand awareness .. 30
7.1 - Introduction 7.2 - Objective 7.3 - Procedure 7.4 - Additional Information
8. Project: Brand awareness And Selling Of TDNs Products .... 37
8.1 - Introduction 8.2 - Objective 8.3 - Procedure 8.4 - Additional Information9. Conclusion and Recommendation 43
Limitations of the study .
Chapter 1 - Executive Summary
The purpose of this report is to literally act as a window to the projects undertaken as a part of the Summer Internship with the Organization Tikona Digital Networks that aims to define the breadth depth and scope of the various thinking processes that actually synthesized the projects undertaken. The Objective of the projects that have been assigned as a part of the internship are:1. To enroll premier residential and commercial buildings across the city with Wireless
Broadband network (Wi-Bro) of Tikona Digital Networks.2. Launch marketing campaigns in the assigned buildings (launch ,feedback ,execution) 3. Make the channel partner active/stable in Ville-Parle(W), Andheri(E), JVPD, Sion,
Bandra.4. Using the complete all round training which TDN gave to me to help the Channel
Partner in the initial hand holding days and help them in setting up operations for CP.
For the benefit of understanding and presenting this report in an organized fashion this report has been organized into various sections where certain sections has been sub divided catering to need of proper organization of the report.
Chapter 2 - IntroductionThis report has been prepared as a part of the Summer Internship program at Tikona Digital Networks. Very new in the market, formed in March 2009, Tikona Digital Network offers Wireless Broadband services. Right now they operate in two areas, i.e. home segment and corporate segment. Their primary target audiences for home segment are the authorized person of the buildings and complexes who give permission to put TDNs access point (A.P) on the terrace of their buildings. After this the secondary target audiences are the people living in those complexes which will use the broadband services. For corporate segment they had not started yet but soon it will be started. The project given to me here is:1. To enroll residential and commercial buildings to enable buildings across the city with
Wireless Broadband network (Wi-Bro) of Tikona Digital Networks. 2. Launch marketing campaigns in the assigned buildings (launch ,feedback ,execution)3. Make the channel partner active/stable in Thane, Mumbai and New Mumbai. 4. To help the Channel Partner in the initial hand holding days and help them in setting
up operations for CP.7
These entire tasks involved some research, fields work and much of thought process. Through this internship program I had got opportunities to meet and talk with some big shots of the market. It has been a great experience in working with TDN and the Channel Partner of TDN as an intern. Channel partner model of TDN is unique in the Indian telecom/ broadband industry. In the sense that CP is responsible for end to end service from pre sales, sales and customer acquisition, installation at customer premises, servicing, billing and collection. The CP owner is like a micro CEO and his organization is TDNs exclusive representative for business in the allocated area.
Chapter 3 - Industry ProfileTelecom Industry: India is 4th largest market in Asia after China, Japan and South Korea. Indian telecom network is 8th largest in the world and 2nd largest among emerging economies. Contribution of telecom sector in terms of revenue is 2.1 % of GDP as compared to 2.8% in developed economies. Reforms in telecom sector began in 1980 with telecom manufacturing being opened for private sector followed by national telecom policy (ntp) in 1994 and 1999.Telecom Industry in India is regulated by 'Telecom Regulatory Authority of India' (TRAI). It has earned good reputation for transparency and competence. Three types of players exists in Telecom Industry India community
State owned companies like - BSNL and MTNL. Private Indian owned companies like - Reliance Infocomm, Tata Teleservices, Hathaway, U telecom, Tikona Digital Networks Foreign invested companies like Hutchison-Essar, Bharti Tele-Ventures, Escotel, Idea Cellular, Loop Mobile, Spice Communications etc.8
There are around 180 major ISPs in India.
3.1 - Classification of Telecom Sector1. Fixed line telephony Current market size of fixed line telephony is Rs.30164 crore with 43 million lines. BSNL and MTNL account for 90% revenue for basic services and private sector available in 18 circles and collectively account for 10% of revenue. Private sector offer high end services like leased lines, Isdn, videoconferencing and many more, as a result ARPU (average revenue per user) is more for private players. 2. Mobile telephony There are 25 private companies providing cellular services in 19 telecom circles and 4 metro cities, covering 1500 towns across the country. Almost 80% of the cellular subscriber base belongs to the pre-paid segment. The DOT (Department of Telecommunication) has allowed cellular companies to buy rivals within the same operating circle provided their combined market share did not exceed 67 per cent. Previously, they were only allowed to buy companies outside their circle.
3. Internet Internet has become very easily accessible with cyber cafes. There is no restriction on the number of internet companies and more than 185 companies are operational. Internet telephony has been allowed officially from 1 April 2002. The growing demand of corporate for applications such as electronic commerce, internet leased lines, ISDN, VPN, videoconferencing etc