amit hutch bba.doc

7/27/2019 amit hutch bba.doc

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Market Research Undergone at

HutchHutch

On

Retailers NetworkManagement

Prepared by : - Amit c lunagariyaClass : - T.Y. B.B.A

Roll No. : -

Seat No. : -

Academic Year : - 2!-"

College : - R.P B#alodia College

- Submitted to -Sauras#tra $ni%ersity

- &uided by-

'r.(uldeep )obanputra

*#ere%er You &o +ur Net,or( *ill ollo,s You


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Declaration

t#e undersigned Amit c lunagariya. a student o/ T.Y.B.B.A0 #ere by declare t#at t#e pro)ect ,or( presented in t#is respect

is my o,n ,or( and #as been carried out under t#e super%ision o/

Mr.kuldeep jobanputrao/ R.P B#alodia College 0 Ra)(ot.

T#is ,or( #as not been pre%iously submitted to any ot#er

uni%ersity /or any ot#er e1amination.

ate : Student Sign

Place : -------------------

Amit c lunagariya

3T.Y. B.B.A4



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Preface

n t#is era o/ globali5ation ,#ere e%ery minute ndia is mo%inga step a#ead and e1panding it #ori5ontally0 management in ndia is

#eading to,ards a pro/ession. T#e demand /or management6s

pro/essionals is increasing day by day. n suc# a competiti%e

surroundings it becomes a re7uirement to #a%e an edge o%er ot#ers

and B.B.A is suc# a course0 ,#ic# #elps and assists students in doing

t#at.

T#e practical studies are treated as a di//erent sub)ect in B.B.A

,#ic# #elps t#e students in practically applying t#eir t#eoretical

(no,ledge. t #elp us to /ace competition0 builds up our con/idence

and also add somet#ing to our personality. +%er and abo%e in t#is /ast

mo%ing economy0 #ere practical studies play an important role in

moulding our carriers.



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Acknowledgement

am muc# obliged to e1press my deep gratitude to all t#e

personalities ,#o spared t#eir %aluable time and ga%e me #elp/ul co-

operation and guidance /or my Pro)ect Report.

am #eartily great/ul to t#e management o/ S#ree R.P

B#alodiaparticularly to t#e inc#arge 'r.(uldeep )obanputra/or#er #elp/ul co-operation0 inspiration0 interest and %aluable guidance in

preparing t#is report.

t is a matter o/ a great pleasure and e1citement /or me

,#en 'r. Ra)i% Sing# and 'rs. 8annan 'e#ta permitted me to carry

out pro)ect report in t#is company. e1press my sincere t#an(s to

bot# &entleman and sta// members /or de%oting t#eir %aluable time

and pro%iding e1treme co-operation and guidance.

9ast but not least0 ,ould li(e to e1press my sincere

t#an(s to all respondents0 /riends and /amily members ,#o #a%e

#elped me in preparing report t#roug# t#e preparation o/ t#is report.

ate : Student Sign

Place : --------------------

Amit c lunagariya

3T.Y. B.B.A4



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INDEX

Sr.

No.

Particulars Page

No1 General Information 6

2 Company Profile 21

3 Marketing Department of theCompany

27

4 Retailers Network Management 42

Market Resear!h 53

" #$t$re Plans 83% &'() *nalysis 85

+ &$ggestion 91

, Contri-$tion 93

1. My (-ser/ations 95

11 Con!l$sions 97

12 0i-liography 100



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GENERALGENERAL

INFORMATIINFORMATI

ONON



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CONTENTS


Sr.

No.

Particulars Page

No1 Intro$!tion +

2 (/er/iew $t!hCell$lar imite 1.

3 5ision 11

4 istory 6 De/elopment of theCompany

12

*!hie/ements 6 *!!reit ions 1+


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Introduction

*9 is a leading global telecommunications and data ser%ices

pro%ider operating ,it# a #ig# gro,t# strategy in ;" countries. t is adynamic and agile player ,it# a strong trac( record as:

T#e /irst to mar(et ,it# an international brand?

+ne o/ t#e most agile and pro/itable 2& mobile %oice and data

net,or( operators? and

As a ma)or o,ner and operator o/ t#e /ibre optic broadband and

/i1ed-line net,or(s in ong 8ong0 ser%ing as a telecoms

gate,ay to C#ina.

*9 started mobile business in ;@< in our #ome mar(et o/ ong

8ong and no, ser%es o%er million customers. +ur array o/

telecommunications and data net,or( o//erings pro%ides a dept# o/

tec#nological (no,ledge and insig#t into emerging consumer trends.

T#is breadt# o/ ser%ices in so many mar(ets around t#e ,orld also

allo,s our operations to e1ploit opportunities0 synergies and our

critical mass in order to maintain our leaders#ip position. +urtelecommunications and data in/rastructure support o//erings in t#e

areas o/ mobile telep#ony 3%oice and %ideo based multimedia40 /ibre-

optic broadband net,or(s0 /i1ed-line ser%ices and radio broadcasting.

*9 is proud to be t#e /irst international pro%ider o/


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,#ic# ,as listed on t#e ong 8ong and Ne, Yor( stoc( e1c#anges

in +ctober 2. utc#ison Telecom #as a signi/icant presence0 and

in many cases is a mar(et leader0 in nine dynamic mar(ets0 operating

or rolling out mobile ser%ices in ong 8ong and 'acau0 ndia0 srael0

T#ailand0 Sri 9an(a0 ana0 ndonesia and Dietnam. T#e


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Overview Hutc !imited

- At A &lance

NA'E + TE C+'PANY : - ascel 9imited

SFE + TE $NT : - 9arge scale unit

+R' + +R&ANFAT+N : - 'ultinational Co.

*EB STE : - ,,,.#utc#.in

RE&STER +CE : - ascel 9imited

!t#loor0 Sa(ar G 0

Allias Bridge0

A#medabad.

YEAR + ESTAB9S'ENT : - n t#e year o/ ;@


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"i#ion

T#e Brand utc#0 #as t#e /ollo,ing %ision de%eloped /or

itsel/:

=Through continuous innovation, Hutch promises to

liberate, stimulate customers from the shackles of time and spaces>



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Hi#tor$ % Develo&ment of te com&any

Hutchison Whampoa Limited (HWL) is a leading international

corporation committed to inno%ation and tec#nology ,it# businessesspanning t#e globe. ts di%erse array o/ #oldings range /rom some o/

t#e ,orldIs biggest port operators and retailers to property

de%elopment and in/rastructure to t#e most tec#nologically-ad%anced

and mar(eting-sa%%y telecommunications operators. *9 reports

turno%er o/ appro1imately 822 billion 3$S


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and data ser%ices in nine dynamic mar(ets in Asia0 t#e 'iddle

East and A/rica.

utc#ison *#ampoa 9imited is among t#e largest companies listed

on t#e main board o/ t#e ong 8ong Stoc( E1c#ange. lags#ip

companies include utc#ison Port oldings0 utc#ison *#ampoa

Properties0 A.S. *atson0 C#eung 8ong n/rastructure and utc#ison

Telecom.

utc#ison dates bac( to t#e ;s and ,#ile its operations no, span

t#e globe0 it continues to remain based in ong 8ong. utc#isonIs

e1ecuti%es and sta// are a multicultural mi1 as di%erse as t#e reac# o/

t#e corporationIs operations.

utc#ison #as a strong commitment to t#e #ig#est standards o/

corporate go%ernance0 transparency and accountability - principles

,#ic# #a%e been recognised by t#e receipt o/ numerous a,ards and

commendations.

orts and !elated "er#ices

utc#ison Port oldings 3P4 operates in 22

countries. T#e port and related ser%ices groupoperates a total o/ 2HH bert#s in ports. t operates

in /i%e o/ t#e se%en busiest container ports in t#e

,orld.

ts #ead7uarters are at ong(ong nternational Terminals0 t#e ,orldIs

largest and busiest pri%ately-o,ned container terminal operator.

P #andled a total t#roug#put o/ H;. million t,enty-/oot

e7ui%alent units 3TE$s4 in 2H. n t#e $nited 8ingdom0 it o,ns t#ePort o/ eli1sto,e 3t#e countryIs largest40 ar,ic# nternational Port

and T#amesport. P also #as a substantial interest in ports in

Rotterdam0 in t#e Net#erlands0 Belgium0 &ermany0 Poland0 Spain0

ndonesia0 8orea0 'alaysia0 'yanmar0 T#ailand0 Pa(istan0 Egypt0

Tan5ania0 +man0 Saudi Arabia0 Argentina0 t#e Ba#amas0 Ecuador0

'e1ico and Panama. T#e &roup is also in%ol%ed in t#e in%estment0

de%elopment and operations o/ a number o/ deep-sea and coastalMri%er

ports in 'ainland C#ina.

http://www.hutchison-whampoa.com/eng/ports/overview.htmhttp://www.hutchison-whampoa.com/eng/ports/overview.htm


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roperty and Hotels

rom landmar( o//ice buildings on ong 8ongIs

s(yline to lu1ury residential properties in t#e $nited

8ingdom0 utc#ison *#ampoa Properties 9imited

de%elops and in%ests in leading real estate pro)ects.

T#e &roup pioneered t#e concept o/ Lgarden cityL

large-scale pri%ate #ousing estates in pleasant settings in ong 8ong

,#ic#0 t#an(s to t#eir success0 are e1tended to C#ina. T#ese include

Sout# ori5ons and *#ampoa &arden.

9andmar( buildings in t#e &roupIs port/olio include t#e !2-storey

C#eung 8ong Center in t#e Central district o/ ong 8ong0 t#e

+riental Pla5a in Bei)ing0 and T#e Center in S#ang#ai. Prestigiousresidential properties in t#e $nited 8ingdom include Royal &ate

8ensington0 Belgra%ia Place and Albion Ri%erside. +t#er #oldings

include a sta(e in t#e Paci/ic Century Place 'arunouc#i o//ice and

#otel to,ers beside To(yo Station and a beac# and gol/ resort in t#e

Ba#amas.

T#e &roup0 toget#er ,it# C#eung 8ong 3oldings4 9imited0 #as set

up a )oint %enture company0 arbour Pla5a otel 'anagement3nternational4 9imited0 to operate and manage #otels under t#e

port/olio o/ t#e utc#ison Property di%ision.

!etail

A.S. *atson J Co.0 9imited 3AS*40 t#e &roupIs

retail arm0 operates o%er "0! retail stores in


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Per/ume S#op. A.S. *atson is t#e ,orldIs largest #ealt# and beauty

retailer.

$nergy% &n'rastructure% &n#estments and Others

C#eung 8ong n/rastructure 3C840 t#e &roupIs

in/rastructure arm0 is a di%ersi/ied in/rastructure

company ,it# businesses in transportation0 energy0

in/rastructure materials0 ,ater plants and related

operations. C8Is businesses span ong 8ong0

'ainland C#ina0 Australia0 $80 Canada and t#e

P#ilippines.

T#e &roup #as an interest in ong(ong Electric oldings3E40 t#e

sole electricity supplier to ong 8ong sland and 9amma sland.utc#ison is also a ma)or s#are#older o/ us(y Energy0 one o/

CanadaIs largest energy and energy related companies.

n%estments and +t#ers di%ision mainly represents utc#ison

*#ampoa 3C#ina40 listed subsidiary utc#ison C#ina 'ediTec#

9imitedand utc#ison arbour Ringand listed associated company

T+' &roup.

Hutchison Whampoa (China) Limited0 t#e in%estment arm o/ *9

in 'ainland C#ina0 is acti%ely engaged in a number o/ %entures and

ot#er acti%ities. T#ese in%estments include t#e manu/acture and

distribution o/ #ealt#care0 personal care and traditional C#inese

medicine products0 t#e pro%ision o/ aircra/t maintenance0 engineering

and cabin cleaning ser%ices0 t#e pro%ision o/ logistics ser%ices0 t#e

operation o/ a rice /arm and rice trading0 #otel o,ners#ip as ,ell as

t#e manu/acture o/ optical transmission e7uipment.

Hutchison China MediTech Limited (C#i-'ed40 is a subsidiary o/

*9. C#i-'ed0 t#e #olding company o/ a p#armaceutical and

#ealt#care group based primarily in 'ainland C#ina0 is listed on t#e

Alternati%e n%estment 'ar(et o/ T#e 9ondon Stoc( E1c#ange Plc

3stoc( code: C'4. C#i-'ed /ocuses on researc#ing0 de%eloping0

manu/acturing and selling p#armaceuticals0 #ealt# supplements and

ot#er consumer #ealt# and personal care products deri%ed /rom

Traditional C#inese 'edicine 3TC'4 and botanical ingredients. T#e

http://www.hutchison-whampoa.com/eng/energy/overview.htmhttp://www.cki.com.hk/http://www.heh.com/http://www.huskyenergy.ca/http://www.hwcl.com.hk/http://www.hwcl.com.hk/http://www.chi-med.com/eng/global/home.phphttp://www.chi-med.com/eng/global/home.phphttp://www.hutchisonharbourring.com/http://www.tomgroup.com/english/http://www.hutchison-whampoa.com/eng/energy/overview.htmhttp://www.cki.com.hk/http://www.heh.com/http://www.huskyenergy.ca/http://www.hwcl.com.hk/http://www.hwcl.com.hk/http://www.chi-med.com/eng/global/home.phphttp://www.chi-med.com/eng/global/home.phphttp://www.hutchisonharbourring.com/http://www.tomgroup.com/english/


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o%erall aim o/ C#i-'ed is to dra, on t#e untapped ,ealt# o/

(no,ledge and #istory o/ usage in t#e TC' industry to de%elop

p#armaceutical and consumer products /or t#e global mar(et.

Hutchison Harbour Ring Limitedis listed on t#e Stoc( E1c#ange o/

ong 8ong 3stoc( code: ";H40 is a leading toy manu/acturer and a

supplier and manu/acturer o/ consumer electronic products as ,ell as

a licencing and sourcing ser%ice pro%ider. T#e company also #olds

in%estment properties in t#e 'ainland.

TOM Group Limited is listed on t#e 'ain Board o/ t#e Stoc(

E1c#ange o/ ong 8ong 3stoc( code: 2


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utc#ison Telecommunications nternational 9imited 3utc#ison

Telecom4 /ocuses on dri%ing /uture gro,t# in de%eloping mar(ets

,#ile using t#e &roupIs leading tec#nology position to /urt#er

de%elop ad%anced ser%ices /or demanding subscribers in more

sop#isticated0 #ig#-demand mar(ets. t operates or is rolling outmobile telecom ser%ices in ong 8ong and 'acau0 ndia0 srael0

T#ailand0 Sri 9an(a0 ana0 ndonesia and Dietnam0 plus a


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Acievement# % Accredit ion#

;. utc#ison Essar 9imited0 utc#ison 'obile Ser%ices 9imited0

ascel 9imited0 utc#ison Telecom East 9imited0 utc#ison Essar

Sout# 9imited0 Aircel igilin( ndia 9imited and BP9 'obileCellular 9imited 3)ointly #ereina/ter to as Lutc#L4 s#all use

reasonable endea%ours to c#ec( t#e accuracy o/ t#e in/ormation

publis#ed on its Site. utc# and any ot#er utc# product or ser%ice

name re/erred to on t#e #utc#.in ,ebsite are trade mar(s o/

utc#ison Essar 9imited.

2. Content 3in/ormation0 communications0 images and sounds

contained on or a%ailable t#roug# #utc#.in4 is pro%ided by utc#0its a//iliates0 independent content pro%iders and t#ird parties. T#e

contents o/ #utc#.in are copyrig#t utc# its a//iliates0

independent content pro%iders or t#ird parties. All rig#ts reser%ed.

T#e contents o/ #utc#.in cannot be reproduced0 modi/ied0

trans/erred0 distributed0 republis#ed0 do,nloaded0 posted or

transmitted in any /orm or by any means including but not limited

to electronic0 mec#anical p#otocopying or recording ,it#out t#e

prior ,ritten permission o/ utc#ison Essar 9imited. You agreet#at t#e material and content contained ,it#in or pro%ided by

#utc#.in is /or your o,n personal use only and may not be used /or

commercial purposes or distributed commercially.


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you assume any costs relating to t#e abo%e. utc# reser%es t#e

rig#t to c#arge /or access to certain in/ormation on #utc#.in. utc#

,ill in/orm you ,#ere a c#arge ,ill be incurred by you /or

accessing certain ser%ices or in/ormation on #utc#.in.

H. / your PC does not support rele%ant tec#nology including but

not limited to encryption you may not be able to use certain

ser%ices or access certain in/ormation on #utc#.in.

!. You may not mirror any material contained on #utc#.in on any

ot#er ser%er ,it#out t#e prior ,ritten consent o/ utc#ison Essar

9imited. Any unaut#orised use o/ t#e contents o/ #utc#.in eit#er

under t#is clause or clause abo%e may be in breac# o/ copyrig#tla,s or trademar( la,s.

". You ac(no,ledge t#at utc# #as no control o%er and e1cludes

all liability /or any material on t#e nternet ,#ic# can be accessed

by using #utc#.in. Neit#er can ,e be deemed to #a%e endorsed t#e

content.

. By submitting any material to us %ia t#e #utc#.in ,ebsite0 %iaemail or ot#er,ise0 you do so in t#e (no,ledge t#at utc# may

copy0 modi/y0 distribute or create a deri%ati%e ,or( /rom t#at

content in any /orm. You ,arrant t#at t#e material is /it /or

publication and agree to indemni/y us i/ any t#ird party ta(es

action against us in relation to t#e material t#at you submit. You

,arrant t#at you belie%e utc# may publis# t#e material you

submit andMor ma(e use o/ it or any concepts described in it in our

products or ser%ices ,it#out liability and you agree not to ta(e

action against us in relation to it.

@. n a /e, areas o/ #utc#.in. ,e may as( you to pro%ide personal

in/ormation t#at ,ill enable us to use t#e in/ormation you pro%ide

us ,it# to (eep you in/ormed o/ our latest products and ser%ices

a/ter your %isit to #utc#.in. T#e personal in/ormation ,ill be used

in accordance ,it# our online pri%acy policy.

;. You agree not to cause0 nor (no,ingly allo, ot#ers to cause0



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any nuisance0 annoyance0 or incon%enience0 ,#et#er to utc# or

any o/ its customers or users o/ #utc#.in by any means. You also

agree not to use #utc#.in to transmit or post any material ,#ic# is

de/amatory0 o//ensi%e or obscene or menacing c#aracter or ,#ic#

may in our )udgement cause nuisance0 annoyance0 incon%enienceto utc#0 or any ot#er person or ,#ic# is illegal. You ,ill not use

#utc#.in suc# t#at you ,ould cause t#e ,#ole or part o/ #utc#.in to

be interrupted0 damaged0 rendered less e//icient or impaired in any

,ay.

;;. T#e ser%ice is accessed %ia t#e *orld *ide *eb ,#ic# is

independent o/ #utc#.in and utc#. Your use o/ t#e *orld *ide

*eb is solely at your o,n ris( and sub)ect to all applicablenational and international la,s and regulations. utc# #a%e no

responsibility /or any in/ormation or ser%ice obtained by you on

t#e *orld *ide *eb.

;2. utc# does not accept responsibility /or any de/ects t#at may

e1ist or /or any costs0 loss o/ pro/its0 loss o/ data or conse7uential

losses arising /rom your use o/0 or inability to use or access or a

/ailure0 suspension or ,it#dra,al o/ all or part o/ t#e ser%ice at anytime. utc# e1cludes all liability ,#et#er in contract0 tort

3including liability /or negligence4 or ot#er,ise /or t#e accuracy0

suitability0 7uality or completeness o/ any in/ormation and t#e

%alue and integrity o/ goods and ser%ices o//ered by t#ird parties

o%er #utc#.in. You ac(no,ledge t#at ,e #a%e no control o%er and

,e e1clude all liability /or any material on t#e *orld *ide *eb0

,#ic# can be accessed by using #utc#.in.

;


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COMPANYCOMPANYPROFILPROFIL



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CONTENTS

Sr.

No.

Particulars Page

No

1 'orl wie $t!h 23

2 Presen!e of $t!h Cell$lar imite 24

3 $t!h Cell$lar 7 )he 0ran 2

4 In the Pipeline 2"



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'orld 'ide Hutc

*9 is a leading global telecommunications and data ser%ices

pro%ider operating ,it# a #ig# gro,t# strategy in ;" countries. t is adynamic and agile player ,it# a strong trac( record as:

*9 started mobile business in ;@< in our #ome mar(et o/ ong

8ong and no, ser%es o%er million customers. +ur array o/

telecommunications and data net,or( o//erings pro%ides a dept# o/

tec#nological (no,ledge and insig#t into emerging consumer trends.

T#is breadt# o/ ser%ices in so many mar(ets around t#e ,orld also

allo,s our operations to e1ploit opportunities0 synergies and our

critical mass in order to maintain our leaders#ip position. +urtelecommunications and data in/rastructure support o//erings in t#e

areas o/ mobile telep#ony 3%oice and %ideo based multimedia40 /ibre-

optic broadband net,or(s0 /i1ed-line ser%ices and radio broadcasting.



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Pre#ence of Hutc a Cellular

T#e biggest merger o%er too( place in t#e #istory o/ ,ireless

telecommunication ser%ices. T#e /irst time e%er0 t#e Essar group)oined #ands /or ,or(ing toget#er. n t#e year 2!.

utc# Cellular operates in And#ra Prades#0 C#attisgar#0 &oa0

&u)arat0 'ad#ya Prades# and 'a#aras#tra 'umbai And el#i

utc# Cellular is committed to ac#ie%ing total co%erage. ts

ad%anced Cellular net,or( build up #elps utc#Cellular o//er

seamless co%erage in o%er ; to,ns and unsurpassed #ig#,aysco%erage across all its circle o/ operation. T#ese include 2< districts

/rom And#ra Prades#0 H< cities across 'ad#ya Prades#0 entire

&u)arat0 (ms o/ #ig#,ay across H to,ns and cities. t is t#e /irst

cellular operator in ndia to o//er uninterrupted #ig#,ay co%erage

across all its circle o/ operations.



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Hutc Cellular Te (rand)

Brand Name : - utc# Cellular 9td.

Brand Person : - Young and unc(y

Brand eli%ery : - *orld class CellularTelep#ony

,it# %alue Added Ser%ices

Brand Presence : - n t#e state o/ &u)arat0

'ad#ya

Prades#0 'a#aras#tra0 &oa0

And#ra Prades#0 C##atisgar#0

el#i.

Brand Colour Signi/icances : -

O T#e S(y Blue bac(ground : - reedom

O Pin( Colour : - Yout# J Energy

O *#ite Colour Te1t : - Solidarity

O T#e utc# : - nno%ation

Brand 9aunc# : -

;t#'ay0 22

A media spent o/ Rs. ;-;2 crores in T.D ad%ertisements0

Print ads0 'urals0 brand launc# parties0 P.R.Campaigns0 in all

a #ig# decibel and iscussed launc#.



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In te Pi&eline

T#e current period is a %ery crucial one /or all t#e cellular

operators in ndia0 due to a simple reason o/ a cold cellular ,ar being

on0 internally ,it#in t#e competitors as ,ell as e1ternally to be /oug#t,it# t#e *99 and t#e TRA. T#is being t#e gestation period /or t#e

*990 cellular operator to be in t#e mar(et #a%e to launc#0 inno%ate

and impro%e t#eir sc#emes on a more customer /riendly based0 so t#at

t#eir clientele is intact. n suc# a situation price crunc#es on

outgoings0 /ree incoming calls0 /ree airtime0 and ot#er inno%ated and

users-/riendly %alue added ser%ices are t#e only options.

To be intact at ,#at utc# Cellular is today0 also re7uires tocarry out any o/ t#e abo%e options and t#us t#e one ma)or plan in t#e

pipeline0 coming in ,it#in "- mont#s is to e1ceed customer usage o/

cellular p#ones t#an landline users ,#ic# presently is ; crore0

compared to landline users o/ corers.

Secondly to de%elop and synergies on suc# %alue Added

Tec#ni7ues t#at are customer /riendly and bene/icial to t#e society.

T#irdly in t#e coming mont#s t#ey are planning to reduce t#e

cost o/ airtime0 so t#at t#ere is a bene/it to t#e users.

A /e, more cell site launc#es0 appointments o/ customers

con%enience center0 Retailers and distributors are in t#e pipeline0

,#ic# ,ould be bene/icial to all concerned.



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MAR!"IMAR!"IN#N#

$PAR"M$PAR"MN"N"

OFOFCOMPANYCOMPANY



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Content#

Sr.

No.

Particulars Page

No

1 Importan!e of marketing Department 2,

2 (rgani8ation Chart 3.

3 Marketing 7 9esteray 6 )oay 31

4 */ertising 32

4 Ps of marketing 34

" Market &hare 3,

% Co/erage Maps of G$:rat 4.+ Competitors 41



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I*PO+TANCE O, *A+-ETIN. DEPA+T*ENT

'ar(eting is t#e /ocus point o/ all business acti%ities

because t#e ob)ecti%es o/ all business enterprise are to satis/y t#eneeds and ,ants o/ t#e customers. Production and purc#ase #as no

meaning unless a /irm is able to mar(et t#e goods and ser%ices.

Not#ing #appens unless somebody sells somet#ing. 'ar(eting is t#e

distinguis#ing /eature o/ business. A business is essential part /rom

all ot#er #uman organi5ation by t#e /act t#at it mar(ets t#e product or

ser%ices. 'ar(eting is t#e basic operati%e /unction o/ all business

/irms. t ser%es on t#e basis o/ business planning and generates

re%enue /or t#e /irm. E//icient mar(eting management is essential /ort#e sur%i%al and gro,t# o/ e%ery enterprise.

'ar(eting is a system o/ integrated business acti%ities

designed to de%elop mar(eting plans and programs leading to t#e

satis/action o/ customer ,ants.

'ar(eting department represents an important /unctional

area o/ business management e//orts /or t#e /lo, o/ goods andser%ices /rom t#e producer to t#e consumers.

'ar(eting department o/ t#e utc# Cellular 9imited is a

crucial part o/ its organi5ation. T#e company can ac#ie%e its

subsidiary ob)ecti%es along ,it# t#e primary ob)ecti%es ,it# t#e #elp

o/ mar(eting department. t not only #elps t#e company to ac#ie%e t#e

goals t#at are directly related to mar(eting department but also #elps

in ac#ie%ing t#e goals t#at are related to ot#er departments o/ t#eorgani5ation.

*it# t#e #elp o/ t#e mar(eting department utc# Cellular

as a company #as not be success/ul in gaining t#e sales %olume but

also earned good,ill /or itsel/. As a result o/ t#e e//orts made by t#e

mar(eting department. utc# Cellular is en)oying a prestigious

position in t#e telecom industry.



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O+.ANI/ATION CHA+T


C'+

3C#ie/ 'ar(eting +//icer4 -Bombay

&' 3'ar(eting4

3irector &eneral 'anager4 - A#medabad

Assistant

'anager

+utdoor'ar(eting

Assistant

'anager - Prepaid

Assistant

'anager

- Postpaid

Assistant

'anager

3Dalue AddedSer%ice4


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*A+-ETIN. 0ESTE+DA0 AND TODA0

Business is c#anging at t#e speed o/ t#oug#t G literally0 as

across t#e globe0 some,#ere or t#e ot#er0 someone comes up ,it#somet#ing t#at re%olutioni5es t#e entire concept o/ business0 as it is

understood t#en. To (eep pace ,it# t#ese de%elopments0 mar(eting

#as become more intricate and scienti/ic t#an e%er be/ore. Today no

/irm can a//ord to rest on past laurels and be complacent about its

mar(et. Competition is more intense and cutt#roat t#an e%er be/ore0

and t#e /irm #as to meet all t#ese c#allenges0 most in t#e /orm o/

direct or indirect mar(eting strategies.

Yesterday ,as di//erent0 in t#e sense t#at /irms t#at

en)oyed a good mar(et reputation did not need to mar(et t#emsel%es

to t#eir consumers again and again. But today0 times #a%e c#anged.

8eep competition poses c#allenges t#at #a%e to met and countered0

and t#e customers are more demanding t#an t#ey ,ere around 2

years bac(. Past ac#ie%ements are no longer a company6s claim to

supremacy.

Earlier0 mar(eting ,as con/ined to t#e narro, scope o/

selling. But no,0 mar(eting is concerned ,it# all acti%ities aimed at

/inding ,ants and /illing t#em. T#e mantra /ollo,ed t#e ,orld o%er is

=customer is t#e (ing>. t is t#e customer alone ,#o (eeps t#e

business going and pro%ides employment to people. / t#e current

trends ,ere anyt#ing to go by0 t#e /uture ,ould only add to t#e

misery o/ unpro/essional or pedantic /orms. +nly /irms ,illing and

able to c#ange according to c#anging mar(et conditions andconsumer demands ,ould t#ri%e in t#e mar(et.



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AD"E+TISIN.

=The best advertising is done by satisfied customers>

-P#ilip 8otler

Ad%ertising can be de/ined as mass paid communication

o/ goods0 ser%ices or ideas by an identi/ied sponsor. t is paid

communication because t#e ad%ertiser #as to pay /or t#e space or time

in ,#ic# #is ad%ertisement appears in t#e recogni5ed media suc# as

ne,s paper0 maga5ines0 radio0 T.D.0 Cinema /ilm0 posters0 etc.

Ad%ertising can create mar(et /or a ne, product. t is %ery po,er/ul

tool /or t#e creation and retention o/ consumer demand.

utc# Cellular 9imited spends more t#an


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!anners:

Company pro%ides banners to eac# and e%ery Retailers

and also to t#e istributors.

Hoarding:

T#e Company #as done t#e use o/ #oarding at t#e ma)or

point o/ cities in di//erent parts o/ t#e country.

G"o# $hine !oard (G$!):

t is an electric board ,#ic# is gi%en to eac# and e%ery

Retailer.



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,O1+ P2S O, *A+-ETIN. *IX

'ar(eting 'i1 o/ a Company includes " P6s o/ mar(eting.

But generally t#ey can be precisely describe under /our ma)or #eads

%i50. Product mi10 price mi10 promotion mi10 and place mi1. Productmi1 ans,ers t#e 7uestion as to ,#at0 ,#en0 #o,0 #o, muc# etc. to

produce. Price mi1 ans,ers t#e 7uestion as to t#e produce good

s#ould be sold at ,#at price. Promotion mi1 suggests t#e promotional

acti%ities t#at #as to be underta(en. *#ile placemi1 describe

distribution modes and c#annels.

%& Product Mi':

T#e product is t#e most tangible and important single

component o/ t#e mar(eting programme. Product said to be t#e #eart

o/ t#e mar(eting mi1. T#e ,#ole mar(eting programme is based on

t#e product.

t is said t#at not#ing #appens in our economy unless t#ere

is a sale or purc#ase o/ product. Product is t#e sole o/ all o%ermar(eting acti%ities ,it#out a producer0 mar(eting can6t be imaged

t#roug# ,#ic# t#e transaction ta(es place.

t gi%es li/e to all mar(eting programme. So main

responsibility o/ management s#ould be to (no, its product ,ell. n

t#e boo( o/ P#ilip 8otler t#ere is a sentence =T#e /irst commandment

in mar(eting is (no,ing t#eir consumer t#e second is to (no, t#eir

product.>

t is not necessary t#at product must be p#ysical it may be

ser%ice product and ot#er but main t#eme is t#at it is capable o/

deli%ering satis/action o/ ,ants or need.

n utc# Cellular 9imited0 t#ere is only one product i.e.

sim card t#roug# ,#ic# company pro%ides ser%ices.



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54

What is "im ard*

T#e mobile p#one is ,idely used in t#e mar(ets no, a

days. t is )ust li(e a necessasity o/ a businessman or any (ind o/

pro/essional person. A sim card is one type o/ card ,#ic# is /i1ed ont#e bac(side o/ a mobile p#one. Any sim card ser%ice pro%iding

company in ndia is not manu/acturing sim card but t#ey import t#e

sim cards /rom di//erent countries. T#e utc# Cellular 9imited

company import t#e mobile sim card /rom S,it5erland.

& Price Mi':

Pricing t#e product is one o/ t#e important element in'ar(eting mi1. t is t#e most critical decision in mar(eting

management0 so it is said t#at =Success or /ailure o/ business depends

upon its product price policy>. Price is t#e e1c#ange %alue o/ t#e

goods or ser%ices in terms o/ money. T#e e1c#ange %alue o/ product

is called price. T#e decision regarding pricing must be ta(en a/ter

considering e%ery aspect o/ business and ,#ile /i1ing t#e prices0 not

on pro/it but also %arious /actors i.e. social responsibility also to be

considered.

utc# Cellular 9imited determines t#e price in suc# a

manner as to o//er a reasonable amount o/ pro/it to t#e manu/acturer0

a reasonable remuneration to t#e middlemen and t#e ma1imum

satis/action to t#e consumers. t #as /ound t#at prices (ept by utc#

Cellular 9imited is muc# lo,er and 7uite reasonable in comparision

to its competitors.

A company can persue any o/ t#e si1 ma)or ob)ecti%es by

its pricing ,#ic# are as /ollo,s:

;. To sur%i%e in t#e mar(et.

2. 'a1imi5e current pro/it


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utc# #as adopted many met#ods /or pricing ,#ic# are as

/ollo,s: -

Penetration Pricing: -

T#is met#od is generally adopted at t#e time ,#en t#e

company #as )ust entered into t#e mar(et or ne,ly started company

uses t#is met#od. n t#is met#od t#e product price is lo,er t#en t#e

substitutes in t#e mar(et t#roug# ,#ic# customers are attracted.

Psyc#ological Pricing: -

Sellers s#ould consider t#e psyc#ology o/ prices in

addition to t#eir economics. 'any sellers belie%e t#at t#e prices

s#ould end in odd numbers /or suc# company prices dominate in t#e

ne,spaper all in odd numbers i.e. product price is Rs. 2@@ in stead o/

Rs.


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Sales Promotion: -

Sales promotion is a (ey ingredient in mar(eting

campaigns. *#ere ad%ertising o//er a reason to buy0 sales promotiono//ers on incenti%e to buy. Sales promotion includes tool /or

consumer promotion 3coupons0 etc.4 Trade promotion 3price-o// etc.4

etc. Sales promotion tools are used by most organi5ation0 including

manu/acturing0 distributors0 Retailers trade associations and non

pro/it organi5ation.

*& P"ace Mi':

Place mi1 is also (no,n as istribution 'i1. T#is stands

/or t#e %arious acti%ities t#e company underta(es to ma(e t#e

producer easily a%ailable to t#e customer. n today6s economy t#e

producers customer are separated by %ast distances. Place mi1 is

not#ing but mar(eting acti%ities in ,#ic# mo%ements or /lo,s o/

goods or ser%ices is t#ere /rom primary producer to ultimate

consumer. t includes istribution C#annel: -

istribution C#annel: -

C#annels o/ distribution generally depend upon t#e nature

o/ product0 %olume o/ sales and trade practices adopted. T#e set o/

mar(eting institutions participating in t#e mar(eting acti%ities ,#ic#

in%ol%es t#e mo%ement o/ all goods and ser%ices /rom t#e primary

producer to t#e ultimate user or consumer is called t#e distribution

c#annel. n modern era0 ,it# t#e increase in si5e and production o/t#e unit0 it is %ery di//icult to sell t#e products directly to t#e

consumer so t#ey #a%e to adopt0 distribution c#annel ,it# middlemen

li(e ,#olesellers0 distributors0 Retailers0 etc.



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54

DIST+I(1TION CHANNE!


Company

istributor

ealer

Salesmen

Retailer

Customer


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54

*A+-ET SHA+E IN .13A+AT


Company

Percentage of

coverageHUTCH 40

IDEA 20

AIRTEL 20

RELIANCE 10

BNL !

TATA INDIC"# 4


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54

0%

40%

20%

20%

10%

6%

4%

Company

HUTCH

IDEA

AIRTEL

RELIANCE

BSNL

TATA INDICOM



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54

CO"E+A.E *AP O, .13A+AT



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54

CO*PETITO+S

=Poor firms ignore their competitors; average firms copy

their competitors; winning firms lead their competitors.

Today in t#is competiti%e ,orld utc# #as got many

competitors ,#ic# are as /ollo,s: -

ARTE9

EA

BSN9

RE9ANCE

TATA NC+'



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54

RETAILERSRETAILERS NETWORKNETWORK

MANAGEMEMANAGEMENTNT



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54

CONTENTS

Sr.No.

Particulars PageNo

1 Intro$!tion 44

2 Comm$ni!ation &ystem 4

3 )raining 4,

4 Moti/ational )ools .

Confli!t Management 1

" Control or Performan!e *ppraisal 2



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54

Introduction

C9 is t#e largest telecommunication company in t#e

,orld o//ering a complete range o/ communication ser%ices. C9

started its operations in ;< J is presented in o%er 2 countries. nt#e year 2! t#e Tata6s 0 Essar corporation in ndia ,it#


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'any Retailers not only sell prepaid cards but also

postpaid cards. &enerally Retailers are able to sell more o/ prepaid

cards t#en to postpaid cards.

T#us t#e Retailers net,or( management is %ery important/or t#e company li(e utc# Cellular 9imited. As Retailers #as played

an important role /or t#e grand success o/ t#e company.



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Com&en#ation S$#tem

n utc# Cellular 9imited Compensation System is

di//erent /or e%ery department. E%en t#is system is di//erent /or t#edi//erent employees o/ same department.

&enerally0 a good amount o/ compensation is gi%en to t#e

Retailers by utc# Cellular 9imited. +n sale o/ per sim card or per

rec#arge %ouc#er ; to ;H o/ pro/it is ac#ie%ed by t#e Retailers.

&enerally percentage o/ pro/it ac#ie%ed by t#e Retailers per card or

per %ouc#er is same /or all Retailers. As t#e competition goes on

increasing so t#e percentage le%el o/ income decreases. Similarlyduring /esti%als percentage o/ income or bene/its increases. +n an

a%erage e%ery Retailer is able to sale to ; prepaid sim card and


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Communication

=ntegrated !arketing "ommunication is the way of

looking at the whole marketing process from the view point of

receiver.- hilip +otler

Communication is one o/ t#e most important tool o/

mar(eting. Suc# tool o/ mar(eting is important /or eac# and e%ery

type o/ company. *it# t#e #elp o/ direct communication ,it#

customers any types o/ company comes to (no, ,#at are t#e

re7uirements o/ t#e customers and also /eedbac( o/ t#e e1isting

product in t#e mar(et. Communication ta(es place t#roug# telep#one0tele%ision0 cellular p#one0 internet0 /a10 etc.

n utc#Cellular 9imited direct and indirect

communication ta(es place. &enerally communication ta(es place

bet,een company J Retailers0 salesman J Retailers0 salesman J

company and sometimes e%en bet,een company and customers.

;. ,et-een ompany and !etailers : -

T#ere is an indirect communication ta(es place bet,een

company and t#e Retailers. *#ene%er t#e Retailers are in

re7uirements o/ sim cards t#ey contact t#e salesman. As t#ere are lots

o/ salesman appointed by t#e company. So Retailers does not need to

#a%e a direct ,it# t#e company. As t#e Retailers are in direct contact

,it# customers. So many times t#e e1ecuti%es o/ t#e company %isit

once a mont# to t#e Retailers place. So any types o/ problems i/arised /rom t#e Retailers point o/ %ie,0 it can be sol%ed t#roug# t#e

communication bet,een t#e e1ecuti%e and Retailers.

*#ene%er any ne, sc#emes #a%e been launc#ed by utc#

Cellular 9imited0 t#en e1ecuti%es ,ill ma(e direct contact ,it#

Retailers and e1plain t#e concept o/ ne, sc#emes. 'any times

e1ecuti%es may not be able to contact Retailers so company sends

S'S to eac# Retailers and customers regarding ne, sc#emes.



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2. ,et-een !etailers and ustomers : -

T#ere is a direct communication ta(es place bet,een

Retailers and customers. ere t#e communication ta(es placeregarding selling and purc#asing o/ sim cards.


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Training

According to lippo =Training is the act of increasing the

knowledge and skills of an employee for doing a particular #ob

T#e purpose o/ training is to ac#ie%e a c#ange in t#e

be#a%iour o/ t#ose trained and to enable t#em to do t#eir )ob better.

Training ma(es ne,ly appointed ,or(ers /ully producti%e in t#e

minimum o/ time. Training is important in e%ery type o/ company as:

-

t increases e//iciency o/ employees.

t also #elps to increase morale o/ employees. Training #elps to increase t#e 7uality o/ #uman relations.

T#ere are t,o types o/ training met#ods:

;. +n t#e )ob training : -

2. +// t#e )ob training : -

;. +n t#e )ob training : -

+n t#e )ob training met#od emp#asis on learning ,#ile an

indi%idual is actually engaged in ,or(

2. +// t#e )ob training : -

n o// t#e )ob training a trainee #as to lea%e #is place o/

,or( and de%ote #is entire time /or training purpose.

n utc# Cellular 9imited0 Retailers does not re7uired

training at all. As t#e )ob o/ Retailers is only to sell t#e products o/

t#e company. *#ereas t#e salesmen may or may not re7uired

training. +nly ne, salesmen appointed ,ill re7uire training0 ,#ic#

,ill be gi%en on t#e )ob. n utc# Cellular 9imited0 training is

re7uired in Net,or( epartment. So ,e can say t#at training is not

important /or t#e Retailers point o/ %ie,.



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*otivational Tool#

utc# Cellular 9imited #as al,ays moti%ated its Retailers.

Retailers are moti%ated to sell more as t#ey are gi%en many additional

bene/its ,#ic# are as /ollo,s:

/ ne, Retailers are able to sell more t#en t#e target gi%en by

company t#en t#ey are re,arded ,it# %arious gi/ts.

E1ecuti%es o/ t#e company ma(e regular %isits i.e. once a ,ee( to

its ne, Retailers and t#ey are communicated personally so t#at

relation bet,een t#em de%elops and any types o/ 7uarries are

cleared at t#at point o/ time.

Comparati%e per/ormance e%aluation is anot#er moti%ational tool

used by company /or its Retailers. ere t#e company compares t#e

per/ormance o/ di//erent Retailers ,or(ing in a particular region.

T#e one ,#o is selling t#e #ig#est during a particular time period

is re,arded ,it# t#e pri5es li(e ,as#ing mac#ine0 tele%ision0

re/rigerator etc. /rom time to time.

Retailers are also moti%ated ,#en percentage o/ income is raised

during t#e time o/ /esti%als.

uring /esti%al %arious bene/its are not only gi%en to Retailers but

also to customers.

As Retailers are moti%ated regularly0 t#ere is al,ays increase in

number o/ Retailers per mont# i.e. in Ra)(ot. utc# Cellular9imited is able to attract more t#en 2 ne, Retailers per mont#.

T#us due to t#ese moti%ational tools ne, Retailers and

customers are attracted to,ards t#e company.



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Conflict *anagement

Con/lict occurs ,#en t,o parties comes into direct

disagreement as o/ ideas o/ interests. Con/lict #as been de/ined as all(inds o/ opposition o/ antagonistic interactions in or among

indi%iduals0 group andMor organi5ations. A con/lict is a dispute0

di//erence or struggle bet,een t,o parties t#at is indicated by open

e1pression o/ #ostility andMor international inter/erence in t#e goal

ac#ie%ement o/ t#e opposing party.

n s#ort0 Con/lict means a dispute ,#ic# ta(es place

bet,een t,o person. Con/lict management means settlement o/disputes. ispute may be bet,een company and direct customers0

Retailers and company0 Retailers and customers0 bet,een t,o

Retailers0 etc. n utc# Cellular 9imited #ardly any con/lict arises. As

t#e Retailers are moti%ated and gi%en lots o/ bene/its so t#ere #as

been no con/licts arise till no,. But many time con/licts #as been

ta(en place bet,een Retailers and customers. Customers #a%e al,ays

complaints o/ delay in rec#arge o/ %ouc#er so due to t#is reason

con/lict ta(es place. But no, many steps #a%e been ta(en to impro%et#is problems.

But ,it# t#e #elp o/ con/lict management as and ,#en

con/lict arise /rom customer point o/ %ie, it #as been gi%en and

properly managed and sol%ed by t#e company.

T#e Retailers are t#e competitors ,it# one anot#er. But

t#ey #ardly come in contact ,it# one anot#er so no c#ance o/ con/lictbet,een t#em.



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Control or Performance A&&rai#al

A per/ormance appraisal is a process o/ e%aluating a

Retailers per/ormance o/ a )ob in terms o/ its re7uirements. t #asbeen considered as a most signi/icant and indispensable tool /or a

company. T#e main purpose o/ per/ormance appraisal is: -

E%aluation o/ per/ormance o/ ,or(.

To establis# comparable and reliable records.

'a(e Retailers a,are o/ t#eir (ey per/ormance area.

n utc# Cellular 9imited per/ormance o/ t#e Retailers is

e%aluated regularly. 'ar(et sur%ey is done regarding Retailers. T#is

sur%ey is done regularly by t#e appointed students. *it# t#e #elp o/

sur%ey company comes to (no, regarding per/ormance i.e. selling o/

t#e sim cards by t#e Retailers. *it# t#e #elp o/ t#is met#od company

comes to (no, per/ormance o/ Retailers and accordingly re,ard is

gi%en to t#e Retailers. / t#e Retailer6s per/ormance is improper t#en

accordingly steps are ta(en.



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54

MARKETMARKET

RESEARCHRESEARCH



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54

CONTENTS

Sr.

No.

Particulars Page

No

1 Intro$!tion

2 Nat$re of Resear!h "

3 (-:e!ti/es of Resear!h %

4 &ample &$r/ey ,

Market Resear!h methoology ".

" Resear!h esign "2% imitation of &t$y +2

+ ;$estionnaire



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54

Introduction

According to American 'ar(eting Association

=!arketing research is the systematic gathering, recording and

analy$ing of data about problems relating to the marketing of goodsand services.

'anagement in any organi5ation needs in/ormation and in

large 7uantities about potential mar(ets and en%ironmental /orces in

order to de%elop success/ul strategic mar(eting plans and to respond

to c#anges in t#e mar(et place. A mass o/ data is a%ailable bot# /rom

e1ternal sources and ,it#in t#e /irm. T#is /orms a solid plat/orm /or a

researc# to ta(e place.

'ar(eting Researc# includes all t#e acti%ities t#at enable

an organi5ation0 to obtain t#e in/ormation it needs to ma(e decisions

about its en%ironment0 its mar(eting mi1 and its present or potential

customers and consumers. 'ore speci/ically0 'ar(et Researc# is t#e

de%elopment0 interpretation and communication o/ decision oriented

in/ormation to be used in t#e strategic mar(eting process.

'ar(eting Researc# is t#e systematic design0 collection0

interpretation and reporting o/ in/ormation to #elp mar(eters sol%e

speci/ic mar(eting problem or to ta(e ad%antage o/ mar(eting

opportunities. t is a process o/ gat#ering in/ormation not currently

a%ailable to decision ma(ers. 'ar(eting Researc# is conducted on a

special-pro)ect basis0 ,it# t#e researc# met#ods0 adopted to t#e

problems being studies and to c#anges in t#e en%ironment. T#e

'ar(et Researc# society de/ines 'ar(eting Researc# as =t#ecollection and analysis o/ data /rom a sample o/ indi%iduals or

organi5ations relating to t#eir c#aracteristics0 be#a%iour0 attitudes

opinions or possessions. t includes all /orms o/ mar(eting and social

researc# suc# as consumer and industrials sur%eys psyc#ological

in%estigations0 obser%ational and panel studies.>



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54

Nature of +e#earc

T#e 'ar(eting Researc# is carried out on Retailers o/

utc# Cellular 9imited is in nature o/ Applied Marketing !esearch.T#e researc# ,#ere t#e application o/ all 'ar(eting Concept and

Strategies #a%e been put into practice. T#e nature o/ researc# is also

Syndicate Researc#0 ,#ic# can be carried out by anyone0 a part /rom

Researc# +rgani5ation. T#e Researc# #as been carried out t#roug#

t#e uni%ersally /a%oured approac# o/ a personal inter%ie, sur%ey.

Applied Researc# is t#e one0 ,#ic# is carried out byapplying all t#e mar(eting concepts into a sub)ect t#at needs to be

researc#ed and t#roug# t#is application0 t#e /indings are presented in

t#e /orms o/ a report.

& am using Applied Marketing Method at there



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O45ective# of Stud$

T#e 'ar(eting Researc# is carried out on t#e /ollo,ing

sub)ect:-

=!arketing %esearch on %etailers of Hutch "ellular

&imited>

T#e main ob)ecti%es (ept in mind ,#ile selecting t#e

sub)ect and conducting t#e sur%ey ,ere as listed belo,:

'ar(et S#are :-

+ne o/ t#e preliminary ob)ecti%e (ept in mind ,#ile conducting t#is

sur%ey ,as to /ind out t#e mar(et s#are o/ utc# Cellular 9imited as

compared to its ot#er competitors in t#e /ield.

Retailer Satis/action :-

T#e sur%ey ,as also conducted (eeping in mind t#at t#e Retailers are

satis/ied ,it# t#e /acilities and bene/its gi%en to t#em by t#ecompany.

'iddle class area :-

H o/ t#e sample sur%eys ,ere mainly /rom t#e middle class area0

so as to /ind area0 so as to /ind out t#roug# t#e Retailers t#e usage o/

cellular telep#ony in t#ose areas.

$sage by $n7uali/ied people :-

As t#e ma)or target during t#e sur%ey ,as ,#et#er t#e un7uali/ied

people are a,are or understands about t#e %arious sc#emes o/

utc#t#roug# Retailers o/ not. T#e target ,as e%en to /ind out

,#et#er t#e customers are #elped by t#e Retailers to operate t#e

utc#ser%ices o/ not.



60/110


61/110

54

Sam&le Surve$

T#e gat#ering o/ primary data t#roug# e1perimentation

in%ol%es use o/ sampling0 sur%ey met#od and obser%ations. T#esur%ey conducted on Retailers /or utc# Cellular 9imited in%ol%ed a

sur%ey based on personal inter%ie,.

T#e details o/ t#e selected samples /or t#e sur%ey is as

under:

City c#osen /or Sample Sur%ey :- Ra)(ot

Sample si5e :- ; Samples

Area selected :- 8ot#arya road0

8ala,ad road0

Raiya road0#ebar road0

Palace road0

Sardar nagar road0

r. Yagni( road0

etc



62/110

54

*A+-ET +ESEA+CH *ETHODO!O.0

ormulation o/ Researc# Problem

Researc# esign

etermination o/ Sources o/ ata

Collection o/ n/ormation

Processing and Analysis

Present t#e /inding



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54

,O+*1!ATION O, +ESEA+CH P+O(!E*

irst step o/ t#e mar(eting researc# process is t#e

/ormulation o/ researc# problem. 'ar(eting management must becare/ully note to de/ine t#e problem too broadly or too narro,ly /or

t#e mar(eting researc#er. T#e mar(eting manager and t#e researc#er

must ,or( closely toget#er to de/ine care/ully and agree on t#e

researc# ob)ecti%es. T#e managers best understand mar(eting

researc# and #o, to obtain t#e in/ormation. n order to a%oid ,aste o/

time and money it is necessary to de/ine t#e problem in speci/ic

terms.

T#e sur%ey #as been underta(en in order to ans,er some

7uestions li(e

*#ic# Telecom products do you sell

Currently #o, muc# stoc( o/ SP and RD do you #a%e o/ eac#

company

*#at are your a%erage mont#ly sale o/ SP and RD o/ eac#

company



64/110

54

+ESEA+CH DESI.N

T#e second step o/ t#e mar(eting researc# process calls

/or determining t#e in/ormation needed and de%eloping a plan /orgat#ering it e//iciently. A researc# design can be de/ined as =T#e

plan0 structure and strategy o/ in%estigation concei%ed so as to obtain

ans,ers to researc# 7uestions and to control %ariance.> T#e mar(eting

manager needs to (no, t#e cost o/ t#e researc# plan be/ore appro%ing

it. esigning a researc# plan calls /or decisions on t#e data sources0

researc# approac#es0 researc# instrument0 sampling plan and contact

met#ods. T#e researc#er can gat#er secondary data0 Primary data or

bot#. Secondary data ,ere collected /or anot#er purpose andaPro/eady e1ists some ,#ere. Primary data are /res#ly collected /or

speci/ic purpose /or a speci/ic researc# pro)ect.

+nce it is reali5ed t#at t#e secondary data are insu//icient0

t#e researc#er needs to decide upon one alternati%e design to collect

t#e primary data. T#e t#ree basic met#ods ,#ic# can be used are: -

;. T#e +bser%ational 'et#od: -

T#is met#od in%ol%es direct obser%ation o/ people and

situation t#roug# one ,ay mirrors0 #idden cameras or disguised

obser%ers. irect obser%ation in%ol%es ,atc#ing actual be#a%iour0

indirect obser%ation in%ol%es in/erring be#a%iour by loo(ing at t#e

result o/ t#at be#a%iour.

2. T#e E1perimental 'et#od: -

T#e most scienti/ically %alid researc# is e1perimental

researc#. T#e purpose o/ e1perimental researc# is to capture cause-

and-e//ect relations#ip by eliminating competing e1planations o/ t#e

obser%ed /indings. To t#e e1tent t#at t#e design and e1ecution o/ t#e

e1periment eliminate alternati%es #ypot#esis t#at mig#t e1plain t#e

result0 researc# and mar(eting managers can #a%e con/idence in t#e

conclusion. T#is met#od #o,e%er0 in%ol%es more time and is costly.



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54


66/110

54

DETE+*INATION O, SO1+CES O, DATA

n mar(eting researc# literature0 t#ere are t,o types o/

data: primary data and secondary data. T#e researc#er can gat#er

primary data or secondary or bot#.

;. Primary ata:

T#e /irst #and data collected /or a speci/ic purpose or /or a

speci/ic researc# pro)ect constitutes primary data.

*#en t#e needed data do not e1ist or are inaccurate0

incomplete or unreliable t#e researc#er collects primary data. 'ostmar(eting researc# pro)ects t#us in%ol%e some primary data

collection. T#e main primary data sources consist o/ consumers0

dealers0 buyers0 etc. Consumers and buyers constitute t#e main source

o/ in/ormation in most researc#es. A buyer may not be t#e user o/ t#e

product0 alt#oug# in some cases t#e consumer and t#e buyer may be

t#e same person.

T#e normal producer is to inter%ie, some peopleindi%idually or in groups to get on idea o/ #o, people /eel about t#e

topic in 7uestion and t#en de%elop a /ormal researc# instrument.

2. Secondary ata:

n/ormation collected by ot#er organi5ation or indi%iduals

,#ic# mig#t be rele%ant to t#e study constitutes secondary data.

Researc#ers usually start t#eir in%estigation by e1amining

secondary data to see ,#et#er t#eir problem can be partly or ,#olly

sol%ed ,it#out collecting costly primary data. Secondary data

pro%ides a starting point /or researc# and o//er t#e ad%antages o/ lo,

cost and ready a%ailability.



67/110

54

CO!!ECTION O, IN,O+*ATION

'ar(eting researc#ers #a%e a c#oice o/ t,o main researc#

instruments in collecting primary data: uestionnaire and mec#anicalde%ices.

uestionnaire:

A 7uestionnaire consists o/ 7uestions presented to t#e

respondents /or t#eir ans,ers. Because o/ its /le1ibility0 t#e

7uestionnaire is by /or t#e most common instrument used to collect

primary data.

n preparing a 7uestionnaire0 care s#ould be ta(en in

c#oosing t#e 7uestions and t#eir /orm0 ,ording and se7uence. T#e

7uestions included in t#e 7uestionnaire can be closed end 7uestions

prosperity all t#e possible ans,ers and are easier to tabulate and

interpret. +pen end 7uestions allo, respondents to ans,er in t#eir

o,n ,ords and t#ey o/ten re%eal more as t#ey gi%e an insig#t into

#o, people t#in(.

T#e 7uestionnaire s#ould #a%e simple0 direct0 unbiased

,or(ing and a logical order. T#e lead 7uestion s#ould attempt to

create interest. i//icult or personal 7uestions s#ould be as(ed

to,ards t#e end so t#e respondents do not become de/ensi%e early.

n my study0 t#e 7uestionnaire contained bot# open-end

and closed-end 7uestions depending upon t#e type o/ in/ormation tobe gat#ered.

'ec#anical e%ice:

'ec#anical de%ices are occasionally used in mar(eting.

T#ey are used to measure t#e interest or emotions aroused by

e1posure to a speci/ic situation.

Sampling plan:*#ere%er You &o +ur Net,or( *ill ollo,s You


68/110

54

A/ter deciding researc# approac# and instruments t#e

mar(eting researc#ers must design a sample plan. T#is calls /or t#ree

decisions.

Sampling $nit:

T#e mar(eting researc#er must de/ine t#e target

population t#at ,ill be sampled. n my case t#e target population ,as

t#e retailers selling sim card o/ utc#Cellular 9imited at Ra)(ot.

Sample Si5e:

9arge samples gi%e more reliable results t#an smallsamples. o,e%er0 it is not necessary to sample t#e entire target

population or e%en a substantial portion to ac#ie%e reliable results. n

my sur%ey t#e sample si5e ,as ;.

Sampling Procedure:

To obtain a representati%e sample a probability sample o/

t#e population s#ould be dra,n. Probability sampling allo,s t#ecalculation o/ con/idence limits /or sampling errors. *#en t#e time

and cost are in%ol%ed t#e in probability sampling is e1cessi%e0

mar(eting researc#er ,ill ta(e non-probability samples.

T#e %arious sampling met#od are as under:

Probability Sampling Non-probability

Sampling

Simple random sample Con%enient sample

Strati/ied random sample udgement sample

Cluster sample uota sample

'y sur%ey /alls under t#e category o/ t#e con%enient

sample under Non-probability sampling. n t#is met#od t#e researc#er

is /ree to select. T#e respondents are selected on t#e basis o/ t#e being

a%ailable at t#e time o/ sur%ey.



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54

ANA!0SIS3o/ ; Retailers4

0. Which telecom product do you sell*

Name ofCompany

1o.O'!etailers

utc# ;

dea @"

Airtel "

BSN9 H

Reliance "

TATA ecuti#e le#el #isit.

1+

0

4+

+ 1 1 ,

,0

,

+(

102 1 2

42

+

4*

+ 2 1 2

(0

10 100 0 0 0

Ne ve r Ra re &y 13m ont. 23mont. ,3mont. 43m ont. +3mont.

H-tc.

I/ea

A%rte&

BNL

Analysis / rom t#e abo%e mentioned grap# ,e can analy5e t#at

e1ecuti%es o/ eac# company %isits once a mont#

regularly to its retailers. *#en t#e retailers are ne,

t#en e1ecuti%es %isit more t#en t,ice a mont#.

"uggestion / ,ould li(e to suggest t#at t#ere are many retailer to

,#om e1ecuti%e ne%er %isits so company s#ould ta(e


Hutch &dea Airtel ,"1L

Ne%er ;H


80/110

54

certain steps so e1ecuti%e %isits to retailers becomes

regularly.



81/110

54

;;. o/operati#eness o' "alesman.

0

)*

1!

!0

4

2,

!(

40

21

+ 4

!(

1

!*

1 0 2

2(

No Ran 1't Ran 2n/ Ran ,r/ Ran 4t. Ran

H-tc.

I/ea

A%rte&

BNL

Analysis / rom t#e abo%e grap# ,e can analy5e t#at co-

operati%eness o/ t#e salesmen o/ utc# is muc# more

better as compared to ot#er companies.

"uggestion / ,ould li(e to suggest t#at utc# Cellular 9imited

s#ould try to maintain its co-operati%eness e%en in/uture.*#ere%er You &o +ur Net,or( *ill ollo,s You

1o!ank

0st!ank

2nd!ank

3rd!ank

th!ank

utc# " ;! !

dea 2< !@

Airtel 2; H !@ ;

BSN9 ! ; 2 2@


82/110

54



83/110

54

;2.roblem / sol#ing e''iciency.

+

,,

+(

,02

!+

2*

+0

2,

, +

!)

2

!*

1 0,

2*

No Ran 1't Ran 2n/ Ran ,r/ Ran 4t. Ran

H-tc.

I/ea

A%rte&

BNL


problem sol%ing e//iciency is e1cellent in utc# as

compared to utc#0 Airtel J BSN9.

"uggestion / ,ould li(e to suggest t#at utc# Cellular 9imited

s#ould try to be more /ast in problem sol%ing

e//iciency in /uture.


1o

!ank

0st

!ank

2nd

!ank

3rd

!ank

th

!ank

utc# H


84/110

54



85/110

54

;

H-tc.

I/ea

A%rte&

BNL


a%ailability o/ in/ormation material0 P+P0 etc. o/

utc# is #ig#er as compared to utc#0 Airtel J

BSN9.

"uggestion / ,ould li(e to suggest t#at utc# s#ould try to

maintain t#e a%ailability o/ in/ormation material0 P+P0

etc. in /uture.



86/110

54

;. Ho- many @", (@lo- "hine ,oard) do you ha#e*

Hutch &dea Airtel ,"1L


87/110

54

!imitation of Stud$

Strengt# and ,ea(ness to any study is li(e ine%itably t#at

all coins do #a%e t,o sides to it. T#ere are limitations to any studyta(en up. T#ere are certain pit/alls t#ey do e1ist e%en a/ter proper care

and cautions are ta(en. T#e /ollo,ing are t#e limitations o/ t#is

researc#:-

;. 9imitation o/ Time :-

T#e pro)ect ,or( #ad to be underta(en in a limited stature

o/ time and t#us it #as been not possible to co%er t#e entire mar(ett#oroug#ly.

2. 9imitation o/ Si5e :-

+nly ; Retailers are c#osen out o/ t#e ,idely spread

mar(et0 #ence t#e data mig#t not represent0 t#e true and /air picture o/

t#e mar(et. t is possible t#at i/0 still a large portion o/ mar(et is

sur%yed0 and t#en t#e %ie,s and opinions mig#t di//er.


88/110

54



89/110

54

,uture Plan#

utc# Cellular 9imited #as only one /uture plan and t#at is

to e1cel in its /ield and con7uer t#e mar(et. Today t#ere are moret#en < crore cellular p#one users and t#e people ,#o use t#e land line

are around " crores. T#ere is a #uge gap to be bridged and t#e only

and /uture term plan o/ utc# Cellular 9imited is to e1ceed t#e land

line users.

Secondly t#eir long term plan is to be consistent in t#e

policy adopted by t#em /or t#e purpose o/ outrig#t e1cellence in t#eir

/ield. T#e policy o/ 7uality co%erage0 subsistent rates and a genuinecustomer con%enience and care are #ig# in standards presently and

utc# amily /eels t#at i/ t#ese are t#e /actors t#at are maintained at a

consistent le%el t#en t#e company ,ill be able to meet all its /uture

plans and goals.

T#us utc# Cellular 9imited #as no plans in particular

e1cept to lead t#e mar(et in t#e crucial times o/ Cellular ,ars0 and out

rig#tly e1ceed t#e usage o/ land lines by ,ireless cellular telep#onesand maintain t#eir standard o/ 7uality co%erage.



90/110

54



91/110

54

S'OT ANA!0SIS

$TR+,GTH$ /

;. 6&"!&,&O1 1$WO!+ /

utc# Cellular #as a ,ide spread net,or( and to

completely co%er suc# net,or(0 it #as a predetermined c#annel ,#ic#

co%ers e%ery noo( and corner o/ t#e city so t#at all masses are

co%ered. *it# distribution net,or( and an e7ual capacity to canali5e

ma(es utc# Cellular strong in its o,n.

2. L&B$ W&!$ !O8$""&O1AL" /

or e%ery )ob speci/ication in utc# Cellular 9imited t#ere

is employed a li%e ,ire pro/essional ,#o is best suited to #is position

and responsibility ,#en it comes to s(ill0 talent0 7uali/ication and

per/ection. a%ing people ,it# suc# 5eal and ent#usiasm0

pro/essionalism comes as strengt#.


92/110

54

H. !OMO$!" C "


93/110

54

W+-.,+$$+$:

;. 816AM$1AL LA"H$" /

As said earlier0 corporate giants across t#e globe Tata0Birla0 ATJT #a%e )oined #ands to /orm utc# Cellular 9imited. T#ey

all being supreme in t#eir /ield0 #a%e t#eir o,n perceptions0 t#ese

perception ideas and means are /ound to clas# ,#en t#ey meet. T#us

t#is may be pro%ed as a #indrance to t#e company and comes out as a

,ea(ness.

2. 6$LA< &1 6$&"&O1 MA+&1@ /

As t#e t#ree partners are #uge corporate0 t#e /lo, o/

decisions0 actions and understanding are c#annelised t#roug# a long

route. T#is may cause delay in any decision to be ta(en and ,#ic#

mig#t not be good /or t#e company.


94/110

54

OPPORT/,0T0+$:

;. 9o,est telecom ensity in t#e ,orld.

2. 9o,est call c#arges in t#e ,orld as ,ell as in ndia.


95/110

54

THR+-T$:

;. BOLA&L$ !$@LAO!< MA!+$ /

ay in day out t#ere are %arious rules and regulations t#atare coming in t#e mar(et and ,#ic# on #ig#ly %olatile in nature. Price

/luctuation0 are one o/ t#em competitors come in and go out in a )i//y0

and in suc# a situation to #old an uprig#t place is di//icult in its e%en

,ords and t#us pro%es a t#reat to e1crescence o/ companies. T#e

same #as been obser%ed by utc# Cellular.

2. !$6AO!< !&&1@ 8!OM W&LL O$!AO!" /

*it# ongoing Cellular ,ars and ad%ent o/ *990 Cellular

operators are no, into an arti/icial co%er o/ t#reat. T#e t#reat o/

pricing policies0 t#reat o/ customers care etc. is going #ig# as *99

#a%e been setting its /oot ,it# predatory pricing policies to

unc#annelise Cellular operators.


96/110

54



97/110


98/110

54



99/110

54

CONT+I(1TION

=utc# Cellular 9imited> at eac# and e%ery step o/ its

de%elopment #as tried to /ul/ill its social responsibility along ,it# itsob)ecti%es o/ pro/it. t #as been /ollo,ing t#e policy and principle

,#ic# ensure economic de%elopment.

uring t#e time o/ eart#7ua(e in &u)arat utc# Cellular

9imited #as constructed up many mobile PC+6s.



100/110

54



101/110

54

*$ O4#ervation#

utc# Cellular 9imited made me obser%e many t#ings

,#ile on my sur%ey o/ ; Retailers in di//erent areas. T#ere ,ere%arious reactions and gestures ,#ic#0 obser%ed t#roug# people. e,

are some o/ t#em: -

A'BENCE J AT'+SPERE: -

Retailers0 %isited ,ere /riendly and #elp/ul. As it

progressed ,it# my sur%ey t#ey ,ere #ig#ly co-operati%e and an1ious

to #elp me out ,it# my /indings.

PRCN& STR$CT$RE: -

Retailers insisted on a consistent stable and substantiate

pricing policy as t#ey ,ere really /rustrated ,it# t#e constantly

c#anging price in t#e mobile ,orld.

PERS+NA9 APPR+AC: -

Retailers al,ays ,ant t#e e1ecuti%es coming to t#eir

places and ma(ing t#em understand about t#e ne, sc#eme and plans0

,#ic# are going to enter mar(et.

SA9ES'EN SERDCE: -

Retailers are 7uite satis/ied ,it# t#e salesmen ser%ice.*#ene%er t#e retailers are in need o/ SP0 RD0 etc. ,#en t#ey ma(e

a single call to salesmen t#en order ,ill be made a%ailable by

salesmen ,it# in an #our.



102/110

54



103/110

54

CONC!1SION

utc# Cellular 9imited is one o/ t#e leading ser%ice

pro%iders present today in t#e state o/ &u)arat. t #as been indeed a

pleasure ,or(ing /or utc# Cellular 9imited0 t#oug# as a part o/ mytraining. #a%e conducted my pro)ect on Retailer6s Net,or(

'anagement o/ utc# Cellular 9imited. As a student trainees0 #a%e

learnt immensely.

utc# /amily is %ery co-operati%e0 /riendly as ,ell as

pro/essional and practical in t#eir approac#. T#ey #a%e been guiding

me ,#ene%er %ie,ed an obstacle. T#ey #a%e been o/ great #elp

,#en it came to pro%iding in/ormation to me about t#emsel%es andt#eir organi5ation.

,ont be e1aggerating0 i/ say t#at t#is pro)ect #as #elped

me de%elop me as a person because ,#ile conducting my sur%ey

#a%e met ; people ,#ose nature ,as di//erent /rom one anot#er

and eac# meeting in itsel/ #a%e been a memorable e1perience.

,ould also li(e to say t#at t#is pro)ect #as made me(no,n t#e realities t#at e1it in t#e mar(et today. #a%e also (no,n

t#e tec#nicalities in%ol%es ,#ile /inding t#e rig#t sample /or my

sur%ey.

T#is pro)ect #a%e learnt a lot about Sur%ey etc. ,#ic# #as

me approac# t#e real ,orld in 7uite an e1tent. Also t#is pro)ect #as

#elped me #a%e a more deepened (no,ledge about t#e cellular p#one

mar(et0 on going cellular ,ars etc.

utc# Cellular 9imited is a company ,#o #as gro,n by

leaps and bounds in t#ese t,o years and #as emerged itsel/ into a ne,

beginnings. $nder t#e report0 #a%e Researc#ed about Retailers o/

utc# Cellular 9imited t#e /indings o/ my sur%ey say t#at utc#

today is t#e leader in t#e mar(et and is still gro,ing.

utc# Cellular #as got a %ery brig#t /uture as t#e demand/or cellular ser%ices are increasing day in and day out. T#us *#ere%er You &o +ur Net,or( *ill ollo,s You


104/110

54

conclude my report ,is#ing company all t#e %ery best /or t#eir /uture

and ,ould li(e to t#an( all people concerned ,#o #elped me ma(e

t#is pro)ect come true.



105/110

54



106/110

54

(I(!IO.+APH0

;. 'ar(eting 'anagement

- By P9P 8+T9ER

2. 'ar(et Researc#

- By 9$C8 R$BN


107/110

54

Euestionnair ill t#e appropriate in/ormation in t#e blan(

Fill In The Relevant Detail Clearly.

opic 1ame /3;4 Name :-

324 Age :-

3


108/110

54

(:) urrently ho- much stock o' !echarge #oucher do you

ha#e* -2H 2H-H H-"H "H-; ;U

utc# V W V W V W V W V W

dea V W V W V W V W V W

Aritel V W V W V W V W V W

B.S.N.9 V W V W V W V W V W

(=) What are your a#erage monthly sales o' "tarter pack*

-2H 2H-"H "H-; ;-;Hutc# V W V W V W V W

dea V W V W V W V W

Aritel V W V W V W V W

B.S.N.9 V W V W V W V W

(0?) What are your a#erage monthly sales o' !echarge #oucher*

-;H ;H-


109/110

54

(03) 6o they replace or tear competitor;s banners*

Yes V W

No V W

(0) Ho- do you come to kno- about the latest schemes o' the

company*

Salesman istributors E1ecuti%e S'S +t#ers

utc#

dea

Aritel

B.S.N.9

(04)$>ecuti#e le#el #isit.

utc# dea Aiartel BSN9

Ne%er

Rarely

; 'ont#

2 'ont# < 'ont#

'ont#

H 'ont#

(05) o/operati#eness o' "alesman.

utc# dea Airtel BSN9

No Ran(

;stRan(

2ndRan(


110/110

(07) roblem / sol#ing e''iciency

utc# dea Airtel BSN9No Ran(

;stRan(

2ndRan(

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