Final Report Iip

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I connect Final Report

Institute for Technology and Management Business SchoolPGDM

(Batch 2013-15)

Industry Internship Project 2014

Title of the project:

Analysis and Study of Channel satisfaction with respect to MTS data

products and benchmarking the same

Vis--vis competitors

Submitted by: Anoop IndoliaProgram: PGDM-MarketingPGDM ID: 3850

Company Guide: Faculty Guide:Vijesh Bhatnagar Prof. Arpita PandeyData Retail Area Manager Assistant Professor Marketing

Institute for Technology and Management, Navi Mumbai


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Acknowledgements

This report is an assimilation of co-operation, support and guidance of several dignitaries. I

would like to acknowledge and extend my heartfelt gratitude to the following people whohave made the completion of this project possible.

I express my sincere gratitude to the ITM Business School for giving me the opportunity of

working in one of the most reputed telecom organisation in India as part of my Industry

internship Project. I would like to acknowledge Prof. Arpita Pandey, faculty guide at ITM

Business school under whose supervision I was able to perform a decent work.

I would like to thank my mentor, Mr. Vijesh Bhatnagar Designation Data Retail Area

Manager Dept. Sales, for guiding me right from the inception till the successful completion

of the project. I sincerely acknowledge him for extending his valuable guidance, support for

literature, critical reviews of project and the report and above all the moral support he had

provided to me with all stages of this project. Without his active support this project would

not have been a success.

I would also like to thank the whole Sales and Marketing Department also H R

Department, for their help and cooperation throughout project.


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Certificate from Company


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Executive Summary

It is no wonder that in todays aggressive business environment, the challenges of sustainingin these competitive surroundings, preoccupies the minds of many Business leaders.

Customers have many options to choose their telecom operator from competitive market.

Furthermore, they often perceive that what they are purchasing is, for all practical purposes, a

commodity that can be easily obtained from other companies, if need be. So, how does a

corporation distinguish itself in a highly commoditized and competitive market? Todays

business is more dependent, than ever before, on their top performing product which provide

services that differentiate a company from its fierce competitors. In other words, corporations

rely upon their product and human assets to survive and thrive. So here comes the need of

channel management to showcase their products better than their competitors.

Retailers are traders who buy goods from wholesalers or distributors or sometimes directly

from producers and sell them to consumers. They generally operate through a retail outlet and

sell to the end consumers. Since the retailers are the last point in the distribution channel, they

see the reaction of the consumers firsthand and know their requirement more than anyone

else knows. Because telecom retailing is not exclusive and a variety of competitive brands are

available in the same outlet hence it is important that the company is in constant mode to

satisfy the retailers through flawless support service. This will in turn make the retailers take

interest to pass positive feedbacks to the consumers and impact decision-making process of

end consumers. Recommendations from the retailers are the final step in sealing sales not

only in telecom industry but also in many other industries. Retailers have potential to affect

change in the consumption pattern of the consumers for consumers rely heavily on

recommendations made by the sales men on product quality. Customers cross check the

opinions of other customers through the retailers. Retailers can significantly affect change to

consumer decision making, as they are located in key position between suppliers and

consumers. On one hand being in direct contact with the consumers they exert influence on

consumers through their counter salesperson, and on the other hand,

They reach out to suppliers and gain advantage based on their strength and capacity to reach

out to customers. In a way, they act as gatekeepers, determining which brands are to be

offered and how they should be marketed. The volume of sales depends on the efficiency of a

retailer who assesses the psychology of consumers and takes appropriate steps to sell a


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product. Understanding the importance of service support to execute sales at the retailers

level, this study aims to find out the sales support offered by MTS to its retailers and the

perspectives of the retailers on the same.

Most of the research in this area suggests that a channel members satisfaction increases with

long term orientation and continuity and reduces conflict. This means that organizations

which aim to do business in a profitable manner today, must not only remain focused on the

subject of customer satisfaction but also on its channel domain i.e. its channel members. This

project takes the same direction of applying most of the channel relationship satisfaction

research on the specific case of MTS, so that the organization benefits from the research in

real world.


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LIST OF FIGURES

S. No. TOPIC PAGE NO.

Fig. 1 Market Share of Fixed Line Service Providers 3

Fig. 2 Market Share of Wireless Operators 3

Fig. 3 Market Share of Wireless CDMA Operators 4

Fig. 4 Market Share of GSM Operators 5

Fig. 5 Evolution of Technology 6

Fig. 6 Market Share of Telecom Service Providers 7

Fig. 7 Company Structure 12

Fig. 8 Marketing Department Verticals 13

Fig. 9 Channel Structure 24

Fig. 10 Sales Structure 24


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1. Objectives

Main Objectives of training period are:

1. To study the various tariffs charged by MTS on its data products and hence to study

the schemes and services provided by MTS.

2. To analyse the retailers perception towards MTS and its competitors.

3. To understand the awareness of MTS data products among retailers in the market.

4. To create interest as well as find out the potential new retail outlets.

5. To know the satisfaction level of Retailers towards MTS products and services.

6. To Increase the customer base and improve in retailers satisfaction level.


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2.Introduction to Industry

The Indian telecommunications industry is one of the fastest growing in the world.

Government policies and regulatory framework implemented by Telecom RegulatoryAuthority of India (TRAI) have provided a conducive environment for service providers.

This has made the sector more competitive, while enhancing the accessibility of

telecommunication services at affordable tariffs to the consumers. In the last two decades, the

Indian Telecom Sector and mobile telephony in particular has caught the imagination of India

by revolutionizing the way we communicate, share information; and through its staggering

growth helped millions stay connected. This growth, however, has and continues to be at the

cost of the Climate, powered by an unsustainable and inefficient model of energy generation

and usage. Simultaneously, this growth has also come at significant and growing loss to the

state exchequer, raising fundamental questions on the future business and operation model of

the Telecom sector.

The telecom industry has witnessed significant growth in subscriber base over the last

decade, with increasing network coverage and a competition-induced decline in tariffs acting

as catalysts for the growth in subscriber base. The growth story and the potential have also

served to attract newer players in the industry, with the result that the intensity of competition

has kept increasing.

The Indian Telecom Industry services are not confined to basic telephone but it also extends

to internet, broadband (both wireless and fixed), cable TV, SMS, IPTV, soft switches etc.

The bottlenecks for Indian Telecom Industry are: Slow reform Process, Low- penetration.

Service providers bears huge initial cost to make inroads and achieving break-even isdifficult .Huge initial investments, Limited spectrum availability and interconnection charges

between the private and state operators.

Evolution of Telecom Industry:

Telecommunications was first introduced in India in 1851 when the first operational land

lines were laid by the government near Kolkata, although telephone services were formally

introduced in India much later in 1881. Further, in 1883, telephone services were mergedwith the postal system. In 1947, after India attained independence, all foreign

telecommunication companies were nationalized to form the Posts, Telephone and Telegraph

(PTT), a body that was governed by the Ministry of Communication. The Indian telecom

sector was entirely under government ownership until 1984, when the private sector was

allowed in telecommunication equipment manufacturing only.

Classification of Telephony Services:

Fixed Telephony :


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Until the New Telecom Policy was announced in 1999, only BSNL and MTNL were

allowed to provide land line phones, with MTNL operating in Delhi and Mumbai and

BSNL catering all others parts of country. But now many other wire line operators like

Tata, reliance, Sistema (MTS), Airtel have entered into the Indian market, with MTS

being a crucial part of the wire line sector especially in some parts of the country likeRajasthan. The market share of different land line providers are:

Figure 1: Market Share of Fixed Line Providers; Source: http://en.wikipedia.org

Mobile Telephony:

The Mobile telecommunications system in India is the second largest in the world with a

customer base of around 929 Million subscribers and it was made open to private players inthe 1990s. GSM technology had a share of 80% of the mobile subscriber market, while

CDMA stabilized its market share at 20%. The mobile market was continuing to expand at an

annual rate in excess of 40% coming into 2010.According to data provided by Minister of

State for Communications and IT Milind Deora, as of 30 November 2012, India has

7,36,654 base transceiver stations (2G GSM & CDMA, and 3G). Of those, 96,212 base

transceiver stations provide 3G mobile and data services. Out of India's 640 districts, 610

districts are covered by 3G services as of 30 November 2012.The market share of various

players in mobile services are:

Figure 2: Market Share of Wireless operators; Source: http://en.wikipedia.org


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Technological Overview:

CDMA

CDMA (Code-Division Multiple Access) refers to any of several protocols used in so-

called second-generation (2G) and third-generation (3G)wireless communications.

As the term implies, CDMA is a form of multiplexing, which allows numerous

signals to occupy a single transmission channel, optimizing the use of

available bandwidth. The technology is used in ultra-high-frequency (UHF)cellular

telephone systems in the 800-MHz and 1.9-GHz bands. CDMA employs analog -to-

digital conversion (ADC) in combination with spread spectrum technology. Audio

input is first digitized into binary elements. The frequency of the transmitted signal is

then made to vary according to a defined pattern (code), so it can be intercepted only

by a receiver whose frequency response is programmed with the same code, so it

follows exactly along with the transmitter frequency. There are trillions of possiblefrequency-sequencing codes, which enhances privacy and makes cloning difficult.

Figure 3: Market Share of Wireless CDMA Operators; Source: http://telecomuncovered.com

GSM

GSM (Global System for Mobile Communications, originally Groupe Spcial Mobile), is a

standard set developed by the European Telecommunications Standards Institute (ETSI) to

describe protocols for second generation (2G) digital cellular networks used by mobile

phones. It became the de facto global standard for mobile communications with over 80%

market share. The GSM standard was developed as a replacement for first generation (1G)

analog cellular networks, and originally described a digital, circuit switched network

optimized for full duplex voice telephony. This was expanded over time to include data

communications, first by circuit switched transport, then packet data transport

via GPRS (General Packet Radio Services) and EDGE (Enhanced Data rates for GSM

Evolution or EGPRS).Further improvements were made when the 3GPP developed third

generation (3G) UMTS standards followed by fourth generation (4G) LTE Advanced

standards. In 2000, the first commercial GPRS services were launched and the first GPRScompatible handsets became available for sale. In 2001 the first UMTS (W-CDMA) network
http://searchtelecom.techtarget.com/definition/3Ghttp://searchnetworking.techtarget.com/definition/UHFhttp://searchnetworking.techtarget.com/definition/UHFhttp://searchtelecom.techtarget.com/definition/3G


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was launched and worldwide GSM subscribers exceeded 500 million. In 2002 the first

multimedia messaging services (MMS) were introduced and the first GSM network in the

800 MHz frequency band became operational. EDGE services first became operational in a

network in 2003 and the number of worldwide GSM subscribers exceeded 1 billion in 2004.

By 2005, GSM networks accounted for more than 75% of the worldwide cellular networkmarket, serving 1.5 billion subscribers. In 2005, the first HSDPA capable network also

became operational. The first HSUPA network was launched in 2007 and worldwide GSM

subscribers exceeded two billion in 2008.

Figure 4: Market Share of GSM Operators; Source: http://www.nextbigwhat.com/gsm-market-share-in-india

EVOLUTION OF WIRELESS TELEPHONE TECHNOLOGY:

2G:

2G (or 2-G) is a short form for second-generation wireless telephone technology. Second

generation 2G cellular telecom networks were commercially launched on the GSM standard

in Finland. Three primary benefits of 2G networks over their predecessors were that phone

conversations were digitally encrypted; 2G systems were significantly more efficient on the

spectrum allowing for far greater mobile phone penetration levels; and 2G introduced data

services for mobile, starting with SMS text messages. 2G technologies enabled the various

mobile phone networks to provide the services such as text messages, picture messages and

MMS (multimedia messages). 2G technology is more efficient. 2G technology holds

sufficient security for both the sender and the receiver. All text messages are digitallyencrypted. This digital encryption allows for the transfer of data in such a way that only the

intended receiver can receive and read it. The radio signals on 1G networks are analog, while

the radio signals on 2G networks are digital.

2.5G (GPRS):

2.5G ("second and a half generation") is used to describe 2G-systems that have implemented

a packet-switched domain in addition to the circuit-switched domain. It does not necessarily

provide faster services because bundling of timeslots is used for circuit-switched data

services (HSCSD) as well. The first major step in the evolution of GSM networks to 3G

occurred with the introduction of General Packet Radio Service (GPRS)


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2.75G (EDGE)

GPRS1 networks evolved to EDGE networks with the introduction of 8PSK encoding.

Enhanced Data rates for GSM Evolution (EDGE), Enhanced GPRS (EGPRS), or IMT Single

Carrier (IMT-SC) is a backward-compatible digital mobile phone technology that allows

improved data transmission rates, as an extension on top of standard GSM. EDGE wasdeployed on GSM networks beginning in 2003.

3G:

3G, short for third Generation, is the third generation of mobile telecommunications

technology. 3G telecommunication networks support services that provide an information

transfer rate of at least 200 Kbit/s. However, many services advertised as 3G provide higher

speed than the minimum technical requirements for a 3G service. Recent 3G releases often

denoted 3.5G and 3.75G, also provide mobile broadband access of several Mbit/s to smart

phones and mobile modems in laptop computers 3G is the latest mobile technology and is

now the fastest growing host among mobile units and handsets. 3G provides you with the

highest speed possible, compared to other technologies before it. It also gives you high

degree of connectivity and higher networking, plus resistance to noise. The technology has

enhanced the bit rate, allowing service providers to give high speed internet facilities, higher

call volumes and host of the multimedia applications that can be given to the customers.

4G:

4G, short for fourth generation, is the fourth generation of mobile telecommunications

technology, succeeding 3G. A 4G system, in addition to the usual voice and other services of

3G, provides mobile ultra-broadband Internet access, for example to laptopswith USB wireless modems, to Smartphone, and to other mobile devices. Even though 4G is

a successor technology of 3G, there can be signification issues on 3G network to upgrade to

4G as many of them were not built on forward compatibility. Conceivable applications

include amended mobile web access, IP telephony, gaming services, high-definition mobile

TV, video conferencing, 3D television, and cloud computing.

Figure 5: Evolution of technology

Telecom Regulatory Authority of India

The Telecommunications Regulatory Authority of India or TRAI (established 1997) is the

independent regulator established by the Government of India to regulate the

telecommunications business in India. The mission of Telecom Regulatory Authority of India

(TRAI) is to ensure that the interests of consumers are protected and at the same time to

nurture conditions for growth of telecommunications, broadcasting and cable services in a

1G 2G2.5 G

(GPRS)

2.75 G

( EDGE)3G 4G


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3. About Organization

SISTEMA SHYAM TELESERVICES

Sistema Shyam TeleServices Ltd (SSTL) is the fastest growing telecom company in the

competitive Indian market, with over 10 million voice subscribers and over 6 lakh mobile

broadband customers. SSTL has tied up with Mobile TeleSystems OJSC, a JSFC Sistema

company of Russia, to bring the globally acclaimed telecom brandMTS to India. MTS isthe 8th largest telecom brand in the world. Millward Brown in its yearly listing of top 100

brands, recently voted MTS as the 72nd most powerful brand globally.

SSTL is a joint venture company between Sistema {LSE-SSA} of Russia and Shyam Group

of India. Sistema is the majority share holder in this joint venture with a 73.710% equity

stake, along with the Shyam Group, holding a 23.792% stake and the remaining 2.498%

being held by the public. In a recent development, the Russian Government has picked upapproximately 17% stake in SSTL for US$ 600 million.

Key Acknowledgement & Milestones

In April 2010, Sistema JSFC has been recognized as the Best Russian Company of2009 operating in India.

MTS, the mobile telecom service brand of SSTL, has over 10 million customersinIndia.

MBlaze, the high-speed mobile broadband service, launched in November 2009 has

clocked over 600,000 satisfied mobile broadband customers in a very short span oftime.

SSTL was the FIRST telecom company in India to launch mobile broadband internet services

with speeds up to 3.1 Mbps in the state of Jharkhand in April 2010.Recently Telecom

Regulatory Authority of India (Indias APEX Telecom Regulatory Body) recognized MTSfor having one of the highest percentage of satisfied customers for Network Performance. In

May 2010, renowned industry body CMAI, Association of India awarded MTS the National

Telecom Award for being the Fastest Growing Data Operator.In February 2011, MTS India

was recognized at the World HRD Congress for

Best HR Practices Award in Reward & Recognition Strategies

Best Overall Recruiting & Staffing Organization

MTS Brand

MTS is the global telecom brand of Mobile TeleSystems (MTS) OJSC (NYSE: MBT) of

Russia. In December 2008, Sistema Shyam TeleServices Ltd, a joint venture between

Sistema (LSE-SSA) of Russia and Shyam Group of India, brought the MTS brand into Indiaunder a brand license agreement with Mobile TeleSystems (MTS) OJSC. This extended the


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brand of MTS beyond the CIS. The MTS brand is one of the most recognized in the

world. The latest rankings from Millward Brown Optimor features the MTS brand as the

72nd most powerful brand globally with a value of $9.7 billion. In 2008, MTS became the

first and only Russian brand to enter BRANDZ Top 100 Most Powerful Brands, a ranking

published by the Financial Times and Millward Brown. Brand MTS was launched in 2006 inRussia and got built based on its reputation as the leading telecommunication group offering

world class telecom services in Russia, Eastern Europe and Central Asia.

In India, brand MTS offers voice & data services to over 10 million subscribers and operates

across all 9 telecom circles of India.

MTS launched the high-speed mobile broadband service, MBlaze, in November 2009 and has

seen tremendous market acceptance with over 5 lakh satisfied mobile broadband customers.

The high speed mobile broadband service has been made available in more than 130 towns

(Including all Metros) across the country. In April 2010, MTS is also credited to havelaunched its LIVE TV and Video on demand service, aptly called MTS TV for all MBlaze

customers.

History

MTS was established in October 1993 by Moscow City Telephone Network (MGTS), T-

Mobile Deutschland GmbH (T-Mobile), an affiliate of Deutsche Telekom AG, Siemens AG

(Siemens) and several other shareholders. In late 1996, Sistema JSFC acquired a majority

stake in MTS and has remained the primary owner ever since.MTS was the first company to

launch GSM services in the Moscow region in 1994. In subsequent years, MTS has expandedrapidly in Russia largely through the acquisition of smaller independent players and became

the leading national mobile operator.MTS initiated its international expansion in 2002

through the establishment of Mobile TeleSystems LLC, a joint venture with Beltelecom, the

national fixed line operator in Belarus.

In 2003, MTS continued to expand in the CIS by acquiring the leading operator UMC in

Ukraine, the biggest CIS market outside of Russia.

MTS entered Central Asia in 2004 through the acquisition of the leading mobile phone

operator in Uzbekistan, Uzdunrobita. In June 2005, the Company acquired BarashCommunications Technologies, Inc., the number one operator in Turkmenistan.

In September 2007, MTS continued its international expansion through the acquisition of the

leading mobile operator in Armenia, K-Telecom.

In December 2008, MTS started to expose its brand outside the CIS borders. MTS and

Shyam Telelink Limited, JSFC Sistema's telecommunications subsidiary in India, announces

the agreement to allow Shyam Telelink to use MTS brand in India. The decision to introduce

the brand to India is reflective of thebrands success in the Companys markets of operationsince its launch in May 2006. In April 2008, MTS brand was recognized as one of the


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telecom services to over 10 million wireless subscribers including more than 1million HighSpeed Mobile Broadband customers in over 450 towns across the country. MTS is wellrecognized in India and worldwide for its commitment to high quality and innovative telecomsolutions. It is focused on creating a strong portfolio of smart phones catering to customersacross various segments. The companys objective is to leverage the advancements inInformation & Communication Technologies (ICT) to contribute towards progressive socio-economic change, especially in the fields of Health and Education.

At its peak, MTS operated services in 21 out of 22 telecom circles of India. However, MTS

has shut services in 13 circles and currently operates in 9 circles.

Delhi

Gujarat

Karnataka

Kerala

Kolkata

Rajasthan

Tamil Nadu

Uttar Pradesh (West) (includes Uttarkhand)

West Bengal (includes Sikkim and Andaman and Nicobar Islands)

Market Structure

Company has acquired three carriers in eight circles and in total continued development in

the nine most economically attractive Indian regions: Rajasthan, Delhi, Gujarat, Uttar

Pradesh (West), Kolkata, West Bengal, Kerala, Tamil Nadu, and Karnataka. It managed to

revive revenue growth in the last quarter of 2013, showing a 7.4% quarter-on-quarter

increase, and shifted its focus back to business expansion and development. The company's

subscriber base grew by 2.2% in the last quarter, while its data customer base increased by

10.7%. Subscribers monthly minutes of usage also increased by 39.5% to 373 minutes.Blended mobile ARPU grew by 22.8% in local currency, while non-voice revenues from data

and value-added services accounted for 34.7% of total revenue in 2013.

In October, having secured new licenses and three carriers from the nine above-mentioned

circles, it has launched the EVDO Rev.B Phase 2 high-speed data transfer services, offering

an access speed of up to 9.8 Mb/sec and the highest quality available in the market to date.


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Company Structure

Figure 7: Company Structure

CEO

(Country level)

CXO

(Department

Wise)

COO (Circle)

HOD

(Finance)

HOD

(Sales)

HOD

(Marketing)

Vertical Head

(DATA)

Vertical Head

(Voice)

Operational

level

Operational

Level

Operational

Level

Vertical Head

(VAS)

Vertical head

(Wireline)

Vertical Head

(Smartphone)

HOD

(Vigilance)

HOD

(CSD)


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Marketing Department MTS:

Marketing department at MTS is divided into five separate verticals which are

Figure 8: Marketing Department verticals

MTS the giant telecom company is divided into five major segments known as circles.

VOICEcircle focuses on the voice or calling facility provided by the company. Voice

can be divided into GSM and CDMA segments. MTS works on CDMA segment of

voice. Its major competitors in the field are Reliance and DoCoMo. Out of 22 circlesMTS works in 9 circles. Voice deals with two main verticals- Acquisition, which is

through retailer and another is UNR, which is focused on existing customer base.

DATA circle can be segregated into Acquisition and UNR, which can further be

divided into postpaid and prepaid. Data circle consists of various products like wifis, dongles, blazers etc. The main technologies adopted by MTS for its data centric

products are 1X, REV A and REV B. 1X is no more a part of the MTS data circle as

its speed is now enhanced in form of the other two technologies. REV B is the most

preferred one as it works both as a Wi-Fi as well as a dongle with a high speed of 9.8

Mbps. SMARTPHONE circle consists of various phones provided by the company. With

the success of the android phones all across the globe, MTS has recently launched

Canvas Blaze which is designed by Micromax with special features like additional

sim slot for the existing GSM sim with the customers, 5 inch touchscreen, Mblaze and

with a storage capacity of 32 GB. The company majorly focuses on this circle in

accordance with the market conditions and consumer needs.

WIRELINE creates a niche market in the telecom segment as the major focus

nowadays is on the smartphones. MTS stands as a market leader for the wire line

services in Rajasthan. It provides High-speed data transmission over wire line

Marketing

Department

VOICE

DATA

SMART

PHONE

WIRELINE

MARCOM


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phone.MTS has an extensive fiber optic Network in Rajasthan, with only the last mile

laid in copper. This ensures practically fault free and enhanced quality of services:

-Superior voice quality-Host of value added services-Bouquet of differential services ease of payment

MARCOM deals with market communication efficacy and also various methods of

communications. Marcom is another name for branding, whose prime component is

advertisement i.e, science of arresting the human intelligence just long enough to get

money from it. Marcom is broadly classified as ATL (Above the line) and BTL

(Below the line). ATL consists of print ads, radio, creative financing, outdoor etc.,

whereas BTL consists of posters, leaflets, flanges etc.

Mission, Vision, Values and Objectives

Mission: MTS customers can actively shape their lives anytime and anywhere with therange of innovative telecom products and services. We offer people greater choice andinspiration in how they spend their valuable assets: their time and energy.

VISION:We empower people to pursue their purpose in modern networked world. MTSshares common values with people who know what they want to achieve in their lives and are

full of energy to hit their goals.

Values:

Inspiration to be a doer.

Delivering excellence

Entrepreneurial spirits

Mutuality

Objectives and strategies: Main objective of the company is to increase the Average

Revenue and decrease the loss on year on year basis. Strategy is focussing on accelerating

development of its data services and promoting smart phones, with maximised monetisationof voice services.

Major Competitors:

Telecom Industry is one of the fastest growing industries in India. Following telecom

operators are the major players in telecom Industry in India.

1. Bharti Airtel

2. Idea Cellular

3. Vodafone.


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4. Tata Docomo

5. BSNL

6. Reliance

7. Aircel

Recent Trends in SSTL

1. Government priced 800 MHz spectrum at 65% of the price of 1800 MHz spectrum.

2. It uses non-contiguous CDMA spectrum in the 800 MHz band. In march 2013, DOT has

fix the reserve price of a pan India. 5 MHz block of airways in 800 MHz band at Rs 9100 cr.

3. It is observed that prepaid base is better than the postpaid base in MTS.

4. MTS has upgraded the network to Rev B phase 2 technologies by both software as well as

hardware. The speed has been optimized to the level of 9.8 Mbps.

5. The company has allocated 2 channels exclusively in all circles.

6. The company has enhanced its portfolio of smartphones and launched Rev B Mifi dongle

which connect 5 devices at a time. Till now Mifi dongle have been launched by TATA only.

7. Presently 25-30% of the voice retailers are data service enablers which have to increased to

60-70%.

8. On 3 Oct 2013, SSTL got its unified telecom license valid for 20 years. Itll providetechnology neutral telecom services for a period of 20 years in 8 circles.


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4. PRODUCT/ SERVICE OFFERINGS:

MTS offers both prepaid and post paid services in all verticals. MTS offer following types of

data Products:-

I. MTS MBlaze Ultra- 9.8 MBPS

II. MTS MBlaze- 3.1 Mbps

III. MTS WIFI- 9.8 Mbps

MTS MBlaze Ultra

Features-

MTUltra High Speed Internet for broadband mobility - 3 times faster than MTSMblaze

Dual-Band 800/1900MHz

Plug and Play

Downlink speeds upto 9.8Mbps

Dual Antenna for greater receive diversity

M-ULTRA Prepaid Portfolio

M-Ultra Retail Prepaid FRC

Base Plan:Validity: 2 years, Base Tariff: Rs 1/MB

FRC Details:

MRP Bundled Usage Validity Extra Usage

Rs. 240

Unlimited access to

Facebook + Twitter + Linkedin& 6

GB

30 days Re 1/MB


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New M-Ultra Retail Prepaid STVs Portfolio

STV

MRPs

(Rs.)

Bundled Usage

Validity

(in

days)

Extra

Usage

Charges

*Speeds

134 1 GB Unlimited*1 day

(24hrs.)NA

Upto 1 GB- 9.8 Mbps, 1 GB to 4

GB - 144kbps, 4 GB onwards - 64

kbps

339 2 GB Unlimited* 7 NA

Upto 2 GB- 9.8 Mbps, 2 GB to 6

GB- 144kbps, 6 GB onwards -64

kbps

303 1 GB 30 Re.1/MB Limited Usage Product



747

4 GB and Unlimited access

to

Facebook + Twitter +

Linkedin*

30 Re.1/MB Limited Usage Product


Upto 5 GB -9.8 Mbps, 5 GB to 8

GB- 144kbps, 8 GB onwards- 64

kbps


Upto 10 GB-9.8 Mbps, 10 GB to

16 GB- 144kbps, 16 GB onwards-

64 kbps


Upto 15 GB-9.8 Mbps, 15 GB to

20 GB- 144kbps, 20 GB onwards-

64 kbps

M-Ultra Top Ups:

Only top ups >Rs 50 will be valid.

MRP (Rs.) Talk Time (Rs.)

50 41.50

100 86.00


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110 97.90

200 175.00

220 195.80

250 222.50

300 267.00

400 356.00

500 445.00

1000 890.00

MTS MBLAZE

Features:

Plug and Play Enabled Speed up to 3.1 Mbps

Fastest uploads at a speed to up to 1.8 Mbps

Micro SD Card slot for data storage

MBLAZE Prepaid Portfolio

MBlaze Retail Prepaid FRCs

Base Plan:Validity: 2 years, Base Tariff: Rs 1/MB

FRC Details:

MRP Bundled Usage Validity Extra Usage

Rs. 220

Unlimited access to

Facebook + Twitter + Linkedin&6

GB

30 days Re 1/MB


27/101


19

New MBlaze Retail Prepaid STVs Portfolio

SegmentsSTV

MRPs

Usage and Validity

UsageValidity

in days

Extra

Usage

*Speeds

Short

Validity

STVs

Rs.96 1 GB Unlimited*24

hoursNA

Upto 1 GB - 3.1 Mbps, 1

GB to 4GB- 144 kbps, >4

GB - 64 kbps

Rs.298 2 GB Unlimited* 7 NA

Upto2 GB - 3.1 Mbps, 2

GB to 6GB- 144 kbps, >6

GB - 64 kbps


Upto 2GB - 3.1 Mbps,

2GB to 4GB- 144kbps,> 4

GB - 64 kbps



2GB to 4GB- 144kbps, >4

GB - 64 kbps



3GB to 5GB- 144kbps,>5

GB- 64 kbps


Upto 4GB - 3.1

Mbps,4GB to 6GB-

144kbps,>6 GB - 64 kbps

Low

Usage

STVs

Rs.198 750 MB 30 Re.1/MB Limited Usage Product

Rs.248 1GB 30 Re.1/MB Limited Usage Product

Rs.375 2 GB 30 Re.1/MB Limited Usage Product

Rs.490 3GB 30 Re.1/MB Limited Usage Product

Social

Media

STVsRs.647

Unlimited access to

Facebook +

Twitter +

Linkedin&4 GB

30 Re.1/MB Limited Usage Product

High

Usage

STVs



5GB to 10GB-

144kbps,>10 GB- 64 kbps


28/101


20



12GB to15GB-


Rs.1298 15 GB Unlimited* 30 NA Upto 15GB - 3.1 Mbps,15GB to 20GB-


Long

Validity

STVs




Rs.39906 GB

/MonthUnlimited* 180 NA

Upto 6 GB - 3.1 Mbps, 6

GB to 10 GB- 144 kbps, >10 GB - 64 kbps

Exclusive Web Recharges:

Exclusive Web

Recharges

STV

MRPs

Usage and Validity

Bundled

Usage

Validity

in days

Extra

Usage*Speed

Available on

web onlyRs.818

7 GB

Unlimited*30 Days N/A

Upto 7 GB usage @

3.1 Mbps, Above 7 GB

@ 144 kbps

Available on

web onlyRs.1010

13 GB

Unlimited*30 Days N/A

Upto 13 GB usage @

3.1 Mbps, Above 13

GB @ 144 kbps

Available on

web only Rs.133017 GB

Unlimited* 30 Days N/A

Upto 17 GB usage @

3.1 Mbps, Above 17GB @ 144 kbps

MBlaze Top Ups:

Only top ups >Rs 50 will be valid.

MRP (Rs.) Talk Time (Rs.)

50 41.50

100 86.00


29/101


21

110 97.90

200 175.00

220 195.80

250 222.50

300 267.00

400 356.00

500 445.00

1000 890.00

MTS WIFI

Features:

3GPlus Upto 9.8 Mbps 5 Wifi-enabled Devices - Smartphone, Laptop, Tablets, Works with Laptop USB, Car Charger and Travel Charger Plug and Play

MTS WIFI Prepaid Portfolio


30/101


22

MTS WIFI Postpaid Portfolio


31/101


23

5. Distribution Procedure and Sales Force

MTS distribution channel:

Distribution procedure and Margins:

Airtel directly supply its products to the distributors in Urban Areas through TM.

Territory Manager distributes the products as per demand TO individual distributors,

which is scheduled as per the target for the territory.

The Margin for the Distributor is 5%.

Distributor distributes the products to the FOSs. Their job is to supply those products

to the Retailers. The Retailers margin is 2%

ZBM on the basis of sales achieved above target provides spurts (schemes) to the

Distributors hence in reality margin may cross 5% sometimes.

Stock system in distribution:

The complete stock maintenance procedure is categorically divided in two parts.

1. Stock to be maintained by Distributor2. Stock to be maintained by Retailer

In the case of Distributor:

The distributor has to keep the LAPU balance for minimum 7 days; Here 35% of the value

must be in RCV.

In the case of Retailer:

The retailer has to keep LAPU balance for 3 days (minimum amount Rs.1500); Here 33% of

the value must be in RCV.

(The FOS visits each Outlet in alternative days whether there is any shortage of product or

not. The supply system of MTS is so strong that a retailer will never go with shortage of

product. It is also a compulsory task for each FOS to go and to ask Retailers whether there is

any shortage of product, once in every 2 days.)


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MTS also control the sales force because they know the importance of control system in

organization. MTS use these four steps to decide their sales force and at each step they check

whether the process is followed within the policies of the organization. Hence we can clearly

see the difference between MTS sales growth and its competitors.TeleCompass-

TeleCompass (TC) is a system that automatically records all the stages in a sales process.

This includes a contact management system which tracks all the transactions that has been

made with a given customer, the purpose of the transaction.

What to get-

Ensures that your sales effort doesnt get duplicated thereby eliminating the risk. It eases the

work for Audit department.

It is fully integrated in all the departments that deal with customer service management.

How it benefits MTS sales team-

For the business: Sales team can approach the market in an organized and efficient manner.

For the managers: They can easily monitor the performance of your work force, solve

potential problems and make your people more proactive.

For the sales teams: Its easier to close a deal by keeping a track of your orders, proposals and

clients.


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27

benchmarking the same vis--vis competitors.

Research methodology: Exploratory method.

The main purpose of exploratory research studies is that of formulating a problem for more

precise investigations or of developing the working hypotheses from an operational point of

view. The major emphasis in such studies is on the discovery of ideas and insights.

Any one of the following three methods can be used to carry out such kind of research study:

-

Survey of concerning literature.

The Experience survey.

The analysis of insight-stimulating.

Experience survey had been used to carry out such study.

Experience Survey:

It means the survey of people who have had practical experience with the problem to be

studied. The object of such a survey is to obtain insight into the relationships between

variables and new ideas relating to the research problem. An experience survey may enablethe researcher to define the problem more concisely and help in the formulation of the

research process. This survey may as well provide information about the practical

possibilities of research.

Sample Size and Method

Sample size : 209

Sample Method : Random Simple Sampling

SAMPLE

While deciding about the sample of research, it is required from the researchers point to pay

attention to these under mentioned points:

a) Sample Units:


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29

Questionnaire Design:

As the questionnaire is self-administrated, the survey is kept simple and user friendly. Words

used in the questionnaire are readily understandable to all respondents.

Questionnaire was developed after studying the market conditions, awareness among the

retailers and the needs and wants of the retailers.

The parameters that are measured:

Retailer reliability

Customer and Retailers awareness

Customer satisfaction

Factor preference of the retailers to promote a particular brand.Personnel interaction:

Face to face interaction was done in order to identify grievances of the retailers.

Limitations of the Study

At most attention was taken to eliminate any kind of biasness & misinterpretation in the study

to get optimum result, even though the following limitations could have certain degree of

impact on the findings.

Data collected about may not represent the real picture as the sample size covered

only 209 retailers against 8000 retailers.

Some respondents were not willing to respond and few of them who responded were

in hurry hence the active participation was lacking.

As survey was conducted over phone so proper rationality towards the company and

its services was lacking.

Scope of the StudyBy this study, satisfaction level as well as attitude of the retailers towards MTS have been

found out, which can be used in strategy formulation in Rajasthan region.

Suggestions have been formulated keeping in mind the following points.

Factors for dissatisfaction towards the company services have been studied from

Retailer point of view which can be taken care of& improved.

Getting an opportunity to convince & interact with the Retailers.

Creating awareness & finding out potential Retailers for MTS.


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30

Data Analysis and Interpretation

Retailer Survey

Objective 1: To know the types of Retailing Outlets.

Activating Both Recharging Grand

Total

Count of Outlet Type 2 136 71 209

2

13 6

71

0

20

40

60

80

100

120

140

160

Activating Both Recharging

Outlet Type for Rajasthan region

Interpretation:

65% of the retailing outlets have activating as well as recharging facilities hence enhancingthe visibility and accessibility to the consumers.

Recharging outlets account for 34% while activating outlets are only 1%.

Objective 2: To know the most selling brand

Airce

l

Airte

l

Ide

a

MT

S

Relianc

e

TAT

A

Vodafon

e

Grand

Total

Count of Most

selling brand

14 89 10 54 9 17 16 209


39/101


31

13

89

10

54

917 16

0

10

20

30

40

50

60

70

8090

100

Aircel Airtel Idea MTS Reliance TATA Vodafone

Most Selling Brand for Rajasthan Region

Interpretation:

Airtel is the market leader with 43% followed by MTS with 26%.

While other competitors lag behind due to poor connectivity between 6% to 8%.

Row

Labels

Aircel Airtel Idea MTS Reliance TATA Vodafone Grand

TotalJaipur 4 20 3 17 4 1 2 51

4

20

17

4

1 2

0

5

10

15

20

25

Jaipur

Most selling brand for Jaipur

Zone

Aircel

Airtel

Idea

MTS

Reliance

TATA

Vodafone

Interpretation:

40% of the market is led by Airtel, while MTS covers 34%. Tata has the least market withonly 2%.


40/101


32

2

14

7

1 1

2

0

2

4

6

8

10

12

14

16

Ajmer

Most selling brand for Ajmer Zone

Aircel

Airtel

MTS

Reliance

TATA

Vodafone

Interpretation:

In Ajmer, Airtel is the market leader with 52%, while MTS has 26%. Reliance and Tata

equally compete with the lowest market of just 1%.

1

9

1

8

1

3 3

0

2

4

6

8

10

Alwar

Most selling brand for Alwar Zone

Aircel

Airtel

Idea

MTS

Reliance

TATA

Vodafone

Interpretation:

In Alwar, Airtel and MTS are close competitors with 35% and 31% respectively.

Row

Labels

Aircel Airtel MTS Reliance TATA Vodafone Grand

Total

Ajmer 2 14 7 1 1 2 27

RowLabels

Aircel Airtel Idea MTS Reliance TATA Vodafone GrandTotal

Alwar 1 9 1 8 1 3 3 26


41/101


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34

Row Labels Aircel Airtel Idea MTS TATA Vodafone Grand

Total

Kota 1 9 4 7 4 1 26

1

9

4

7

4

1

0

2

4

6

8

10

Kota

Most selling brand for Kota Zone

Aircel

Airtel

Idea

MTS

TATA

Vodafone

Interpretation:

In Kota, Airtel leads the market with 35%, while MTS has 27% market presence.

Reliance has no market in this zone.

1

15

4

1

3 2

0

2

4

6

8

10

12

14

16

Udaipur

Most selling brand for Udaipur Zone

Aircel

Airtel

MTS

Reliance

TATA

Vodafone

Interpretation:

In Udaipur, Airtel covers 58%, MTS covers just 15% due to lack of proper communication to

the retailers. Tata has comparatively better market than other zones with 12%, while Relianceand Aircel equally compete at 4% each.

Row Labels Aircel Airtel MTS Reliance TATA Vodafone GrandTotal

Udaipur 1 15 4 1 3 2 26


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35

Objective 3: To know the reason to associate with the most selling brand

Connectivity Dealer

Relationship

Demand Margin Promotional

Schemes

Roaming Grand

Total

Reason to

associate withthe most

selling brand

90 3 52 13 47 4 209

90

3

52

13

47

4

0

10

20

30

40

50

60

70

80

90

100 Reason to associate with the most selling

brand for Rajasthan region

Interpretation:

As surveyed, 43% of the retailers like to associate with the most selling brand because of

excellent connectivity.

Also due to increasing enhanced technologies, demand has increased immensely which

further pushes 25% retailers to associate with the brands with good market.

Telecom companies survive in the market majorly with the schemes they bring to the market.

Hence 22% retailers like to associate with the most selling brand due to innovative schemes.

Row

Labels

Connectivity Demand Margin Promotional

Schemes

Roaming Grand

Total

Jaipur 21 13 2 12 3 51


44/101


45/101


37

8

1

10

1

6

0

2

4

68

10

12

Connectivity Dealer Rel ations hip Demand Marg in Promotional

Schemes

Alwar

Reason to associate with the most selling brand

for Alwar region

Interpretation:

In Alwar, 38% retailers are associated with the most selling brand due to demand in the

market, while 31% retailers due to good connectivity.

Row Labels Connectivit

y

Demand Margi

n

Promotional

Schemes

Grand Total

Bikaner 11 5 3 8 27

11

5

3

8

0

2

4

6

8

10

12

Connectivity Demand Margin Promotional Schemes

Bikaner


for Bikaner region

Interpretation:

In Bikaner, 41% retailers are associated to the most selling brand due to good connectivity

while 30% are due to good promotional schemes launched by the brands regularly.


y

Demand Margi

n

Promotiona

l Schemes

Roaming Gran

d

Total

Jodhpur 10 4 2 9 1 26


46/101


38

10

4

2

9

1

0

2

4

68

10

12

Connectivity Demand Margin Promotional

Schemes

Roaming

Jodhpur


for Jodhpur region

Interpretation:

In Jodhpur, 38% retailers are associated due to good connectivity while 35% are due to good

promotional schemes. 8% of the retailers say that they have good margin in the particularbrand which triggers them to associate with the most selling brand.

13

6

2

5

0

2

4

6

8

10

12

14

Connectivity Demand Margin Promotional Schemes

Kota


for Kota region

Interpretation:

In Kota, half of the retailersi.e 50% say that because of connectivity they would like to

associate with the most selling brand, while 23% of them say that demand of the brand is

high in the market

Row

Labels

Connectivity Dealer

Relationship

Demand Margin Promotional

Schemes

Grand

Total

Udaipur 15 1 6 2 2 26


y

Demand Margi

n

Promotiona

l Schemes

Grand Total

Kota 13 6 2 5 26


47/101


39

15

1

6

2 2

0

5

10

15

20

Connectivity Dealer Rel ations hip Dema nd Ma rg in Promot ional

Schemes

Udaipur


for Kota region

Interpretation:

In Udaipur as well, 58% retailers like to associate with the most selling brand due to excellent

connectivity, while 23% retailers are associated because of high market demand.

Only 4% retailers say that due to good dealer relationship they like to associate with the

brand.

Objective 4: To know the monthly recharge amount collection of the most selling brand

925

53

57

45

20

Monthly Recharge Amount for most

selling brand for Rajasthan region

>60000

10000-20000

20000-30000

30000-40000

40000-50000

50000-60000

>60000 10000-

20000

20000-

30000

30000-

40000

40000-

50000

50000-

60000

Grand

Total

Monthly Rechargeamount of the most

selling brand for

Rajasthan Region

9 25 53 57 45 20 209


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40

Interpretation:

27% retailers have monthly recharge collection between Rs. 30,000-40,000, while 25%

retailers have monthly recharge collection between Rs. 20,000-30,000.

22% have monthly collection between 40K- 50K whereas only 4% have monthly collectionover Rs. 60,000 which is due to good connectivity and high demand.

Monthly recharge

count

>70 20-30 30-40 40-50 50-60 60-70 Grand Total

3 92 70 31 10 3 209

3

92

70

31

10 30

20

40

60

80

100

>70 20-30 30-40 40-50 50-60 60-70

Monthly recharge count forRajasthan region

Interpretation:

44% retailers say they have monthly recharge count of 20-30, while 33% of them are able toattract 30-40 customers monthly. Only 1% retailers are able to attract 60-70 customersmonthly.

Objective 5: To know the average LAPU balance of MTS with the retailers

Row

Labels

>3000 1000-1500 1500-2000 2000-2500 2000-

3000

2500-

3000

Grand

Total

Jaipur 5 7 14 20 1 4 51


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41

9

48

72

59

19

1

0

10

20

30

40

50

60

70

80

>3000 1000-1500 1500-2000 2000-2500 2500-3000 500-1000

Average LAPU balance for Rajasthan region

Interpretation:

34% retailers have monthly LAPU balance of 1500-2000, while 28% have average LAPU

balance of 2000-2500.

Only 4% retailers have LAPU balance above 3000 which is due to good dealer relationship

and excellent chasing by the company.

Objective 6: To understand the reason behind keeping average LAPU balance less than

Rs.500

95

53

4

57

Reason for keeping LAPU balance

< Rs.500 (Rajasthan region)

Less demand

Never happened

Recharging issues due to

network congestion

Service Issues(sales

person not responding)

Less

demand

Never

happened

Recharging

issues due to

network

congestion

Service

Issues(sales

person not

responding)

Grand

Total

Reason for

LAPU Bal


50/101


42

Interpretation:

45% retailers say due to less demand in the area their LAPU balance sometimes fall below

500, while 27% retailers face service issues due to which LAPU balance reaches below

500.They say that due to lack of regular visits by the company executives they face such

problem. 25% retailers have never faced any problem and they always have LAPU balance

above 500, which implies good communication between the sales executive and the retailer.

Objective 7: To know the reason for not promoting MTS data products

Count of

Reason for not

promoting

MTS

Lack of

Communicatio

n

Less

demand

Less

Promotion

al schemes

Low

Margi

n

No

Reaso

n

Gran

d

Total

40 56 8 27 78 209

40

56

827

78

Reason for not promoting MTS

(Rajasthan region)

Lack of Communication

Less demand

Less Promotional schemes

Low Margin

No Reason

Interpretation:

37% retailers are satisfied with the company services and are happy to promote MTS, while

27% of them find less demand in the market hence not willing to promote MTS. 13%

retailers say they have low margin in MTS services

Row

Labels

Lack of

Communication

Less

demand

Less

Promotional

schemes

Low

Margin

No

Reaso

n

Gran

d

Total

Jaipur 11 9 2 10 19 51


51/101


43

119

210

19

05

1015

20

Lackof

Communicatio

n

Lessdemand

Less

Promotional

schemes

LowMargin

NoReason

Jaipur


(Jaipur Zone)

Interpretation:

In Jaipur, 22% retailers do not promote MTS due to lack of proper communication by the

company and poor response on shortage of stock.

Row

Labels

Lack of

Communication

Less

demand

Less

Promotional

schemes

Low

Margin

No

Reason

Grand

Total

Ajmer 4 8 1 1 13 27

4

8

1 1

13

02468

101214

Lackof

Com

municatio

n

Le

ssdemand

Less

P

romotional

schemes

L

owMargin

NoReason

Ajmer


(Ajmer Zone)

Interpretation:

48% retailers are happy with the service while 30% face less demand in the area and 15% are

dissatisfied with the untimely communication by the FOSs

Row

Labels

Lack of

Communication

Less demand Low Margin No Reason Grand

Total

Alwar 5 10 2 9 26


52/101


44

5

10

2

9

0

2

4

6

810

12

Lack of

Communication

Less demand Low Margin No Reason

Alwar


(Alwar Zone)

Interpretation:

38% retailers find less demand in the market while 19% of them complain that there is noproper communication by FOSs.

Row

Labels

Lack of

Communication

Less demand Less

Promotional

schemes

Low

Margin

No

Reason

Grand

Total

Bikaner 4 7 1 6 9 27

4

7

1

6

9

02468

10

Lackof

Communicatio

n

Lessdemand

Less

Promotional

schemes

LowMargin

NoReason

Bikaner

Reason for not promoting MTS(Bikaner Zone)

Interpretation:

22% retailers say they get fewer margins in promoting MTS while 26% retailers find less

demand in the market hence not willing to promote MTS.

Row

Labels

Lack of

Communication

Less

demand

Less

Promotional

schemes

Low

Margin

No

Reason

Grand

Total

Jodhpur 6 6 1 3 10 26


53/101


45

6 61

3

10

02468

1012

Lackof

Communicatio

n

Lessdemand

Less

Promotional

schemes

LowMargin

NoReason

Jodhpur


(Jodhpur Zone)

Interpretation:

23% retailers find less demand in the market and improper communication as the majorreasons for not promoting MTS.

Row Labels Lack of

Communication

Less

demand

Less

Promotional

schemes

Low

Margin

No

Reason

Grand

Total

Kota 3 7 2 3 11 26

3

7

2 3

11

02468

1012

Lackof

Communicatio

n

Lessdemand

Less

Promotional

schemes

LowMargin

NoReason

Kota


(Kota Zone)

Interpretation:

42% retailers are happy to serve and promote MTS, while 27% find less demand in the

market hence are not willing to promote MTS.

Row Labels Lack of

Communication

Less

demand

Less

Promotional

schemes

Low

Margin

No

Reason

Grand

Total

Udaipur 7 9 1 2 7 26


54/101


46

79

1 2

7

0246

810

Lackof

Communicatio

n

Lessdemand

Less

Promotional

schemes

LowMargin

NoReason

Udaipur


(Udaipur Zone)

Interpretation:

35% retailers say due to less demand they are not willing to promote MTS over market

leading brands, while 27% retailers say they do not get proper information from FOSs hence

lose zeal to promote MTS.

8% retailers say they get low margin in MTS as compared to other leading brands.

Objective 8: To know which MTS data product has maximum sell

Count of MTS Data

product with maxpotential

198 248 375 490 647 798 999 Grand

Total31 60 38 67 8 1 4 209

31

60

38

67

8

1 4

MTS data product with maximum

potential (Rajasthan Region)

198

248

375

490

647

798

999

Interpretation:


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47

Low Usage STVs:

32% retailers have maximum sell of STV 490 which provides 3GB for a month, while 29%

have maximum sale of STV 248 which provides 1GB.18% retailers have maximum sale of

STV 375 which gives 2GB per month.

Social media STVs:

4% retailers say they have maximum sell of STV 647 which provides unlimited access to

Facebook + twitter+ LinkedIn and 4GB for a month.

High Usage STVs:

Only 2% retailers say they have maximum sell of STV 999 which provides 10GB unlimited

access for a month.

Objective 9: To know the time of the day when retailers get the maximum customers.

Count of Time of the

day you get the

maximum recharges

3-6pm 6-9pm 9-11pm 9-12am Grand Total

5 87 3 114 209

5

87

3

114

Time of the day to get maximumrecharges (Rajasthan region)

3-6pm

6-9pm

9-11pm

9-12am

Interpretation:

55% retailers say they get maximum customers in the morning between 9 am to 12 am, while

42% get maximum rush in the evening between 6pm to 9pm.Only 1% retailers will get

maximum recharges during late evening hours between 9pm to 11pm.

Objective 10: To know which mode of communication is liked by the retailers most


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57/101


49

20

26

14

51

98

Frequency of visits by

company executives(Rajasthan region)

Alternate Days

Fortnight

Monthly

Not regular

Weekly

Interpretation:

47% retailers say company executives visit them weekly while 10% retailers are happy with

the service as company executives visit them every alternate day.

24% retailers are not happy with the service as the company executives do not visit themregularly hence they lack proper information about the new offers and schemes.

12% retailers say CE visit them every fortnight while 7% say CE visit them monthly which

make them unsatisfied with the services.

Objective 12: To know how is the product awareness among people

Product awareness

among people about

MTS

Average Excellent Good Poor Grand

Total

47 10 149 3 209


58/101


59/101


51

7

34

168

Company representative's behaviour with retailers

(Rajasthan region)

Average

excellent

Good

Interpretation:

80% retailers say that company representatives behaviour is good, while 3% report it asaverage.

16% of the retailers perceive the company representatives behaviour to be excellent whentheir frequency of visit was on alternate days.

Objective 14: To know how is customers satisfaction of after-sales-support service

How is customer's

satisfaction of After

Sales Support

Average excellent Good Grand Total

30 15 164 209

30 15

164

Customer satisfaction of after-sales-

support service of MTS (Rajasthan

region)

Average

excellent

Good


60/101


52

Interpretation:

78% retailers perceive the customer satisfaction of after-sales-support service to be good,

while14% report it to be average.

7% retailers perceive it to be excellent.This percentage constitutes customers who haveexcellent awareness about the MTS products and services.

Objective15: To know if the retailers support desk helpful to retailers

Is retailer support desk

helpful to the retailers in

solving their problems

No Yes Grand Total

23 186 209

23

186

Is retailer support desk helpful

(Rajasthan region)

No

Yes

Interpretation:

89% retailers experience retailer support desk helpful, while 11% do not consider the same.

SWOT ANALYSIS


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53

7. CONCLUSION AND RECOMMENDATIONS

The Summer Internship Research project was undertaken in Marketing Department of MTS

India Rajasthan Circle to study the channel satisfaction of MTS Service In data and

benchmarking the same with its competitors. Extensive background research was done using

the secondary data provided by the company and informations available from the internet.

STRENGTHS

Execellent Connectivity

Innovative Schemes

Good service support

Reliable and qualityproduct

WEAKNESSES

Only CDMA, no GSM

Lack of propercommunication to theretailers.

Lacking efficient globaloperations.

Less brand recall incustomer's mind

THREATSTuff competition fromother companies.

Higher margin benefitsto retailers from itscompetitors.

OPPORTUNIT

YGrowing immensely indata market.

Entry into GSMtechnology.

Increasing usage ofwireless network.


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Then the next stage of the research was done using the primary data collections techniques

like Survey using Questionnaire and Personal Interview with the Retailers across 7 zones of

Rajasthan. The sample chosen was random to avoid any selection and convinience bias, so

that we reflect upon the market reality.

Then careful analysis of data was done to find the following results which can be used

effectively to increase the market presence of the brand and there by holistically contributing

to development of the organization.

It was found that the customers prefer GSM technology over the CDMA network for

a plethora of reasons and thus communicating the technology per se was found to be

one of the most important requirement to increase the satisfaction of the customers

and there by the retailers.

The profit margin associated with the retailers has enough scope for improvement so

that they are motivated to increase their sale thereby increasing the overall

profitability of the retailers.

It was found that most of the retailers are not satisfied with the untimely and irregular

visits by the company executives. Thus there is a need for better communication

between the company executives and the retailers to increase sales and thus prprofit.

It was found that marketing of MTS products is not as frequent as other competitors .

Thus there is a scope of improvement in the areas of marketing communication and

brand positioning since most of the retailers wanted the brand to have a connect with

India as the other competitors like Reliance and Airtel have been trying to do.

8. BIBLIOGRAPHY

Books

1. Havalder K.K. and Vasant M.C. (2007), Sales and Distribution Management, Tata

McGraw Hill, New Delhi.2. Philip Kotler and Kevin Lane Keller (12e), Marketing Management, Pearson.


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3. Mamoria, C.B and Gankar, S.V (2002) Personnel Management Published byHimalaya Publishing House.

4. Virmani, B.R. And Seth Premila (1985) Evaluating Management Training andDevelopment Published By Vision Book Pvt Ltd.

5. Kulkarni M.V, Marketing Research (IV Edition), Everest Publication House, NewDelhi, 2003.

Websites:

a. http://www.mtsindia.in/

b. www.docstoc.com

c. www.citeman.com

d. www.wikipedia.org

e. www.Codeproject.com

f. www.Projectstoday.com

g. www.Freelancer.com

Journals

1. Forbes

2. Business Today

3. Business Week

APPENDIX 1

QUESTIONNAIRE FOR CHANNEL SATISFACTION STUDY

Retailer Name: Mobile Number:

LAPU Number: Area:

Region: Date:

Outlet type: Recharging/Activating/Both
http://www.mtsindia.in/http://www.mtsindia.in/


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1) Which all brands are you associated with?( mark)a) Airtel b) MTS c) Aircel d) Idea

e) TATA f) Reliance g) Vodafone

2) Which is the bestselling brand?

a) Airtel b) MTS c) Aircel d) Idea

e) TATA f) Reliance g) Vodafone

3) What is the reason to associate with the brand with maximum sales?

a) Margin b) Promotional Schemes c) Dealer Relationship

d) Demand e) Credit Policy f) Connectivity g) Roaming

4) What is the monthly average recharge amount by the customers for the most selling

brand and their monthly recharge count?

a) 10000-20000b) 20000-30000c) 30000-40000 d) 40000-50000

e) 50000-60000 f) >60000

Count:a) 20-30 b) 30-40 c) 40-50 d) 50-60 e) 60-70 f) >70

5) What is the average LAPU balance? (Fig in Rs.)

a) 500-1000 b) 1000-1500 c) 1500-2000 d) 2000-2500

e) 2500-3000 f) >3000

6) What is the reason for LAPU Balance < Rs.500?

a) Less Demand b) Recharging issues due to Network Congestion

c) Service issues (sales person not reporting) d) Never Happened

7) What is the reason for not promoting MTS?

a) Low Margin b) Less Promotional Schemes c) Unfriendly Dealer

Relationship


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d) Less Demand e) No Credit Policy f) Lack of communication

g) No Reasons

8) Which MTS Data Product has maximum potential? (Fig in Rs.)

a) 198 b) 248 c) 375 d) 490 e) 647

f) 798 g) 999 h) 1298

9) What time of the day you get the maximum recharges?

a) 9-12am b) 12-3pm c) 3-6pm d) 6-9pm e) 9-11pm

10)How do you like the company to communicate about the new offers to you?

a) Sales Person b) SMS c) Phone Call d) OBD e) Printing

Material

11)How frequently company executives visit and convey schemes?

a) Daily b)Alternate Days c)Weekly d) Fortnight e)

Monthly

f) Not Regular g) Never

12)How is the product awareness among people about MTS?

b) Very Poor b) Poor c) Average d) Goode) Excellent

13) How do you rate the Company Representatives behavior with retailers?b) Very Poor b) Poor c) Average d) Goode) Excellent

14)How do you rate the Customers satisfaction of After Sales Service Support of MTS?a) Very Poor b) Poor c) Average d) Goode) Excellent

15)Does the retailer support desk identifies the retailers problems effectivelyand solve them in proper time?

a) Yes b) No

16)Suggestions for MTS:


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Annexure 1

FORTNIGHTLY PROJECT REPORT

Name: Anoop Indolia Program: PGDM- Marketing


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Anoop Indolia

Signature of Student & Date Signature of Faculty Guide

5th

May, 2014

Annexure 2




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Campus: Kharghar Company: Sistema Shyam Teleservices ltd. (MTS)

Fortnight Start Date: 06th May 2014 End Date: 19thMay 2014

Faculty Guide: Prof. Arpita Pandey Company Guide: Mr. Vijesh Bhatnagar

No. Of leave(s) availed, if any: No

Fortnightly Report No.: 3

Target/Task:

Survey of Retailers covering all the areas of jaipur regarding the sales of laptops/PCs,

sales of data cards and knowing major issues for drop in sales of data cards.

Around more than 400 retailers data is given which has to be covered in one month. Knowing retailers point of view on MTS services and what can be done to improve

the market according to retailers.

Meeting with Sales head of Rajasthan circle gave broader view of the project to

increase the sales of data card.

Strategies:

By conducting Survey with Retailers regarding the sales of laptop/pc and data cards,

our market reach will come to know and which area is less covered and reason for

low sales or decrease in sales of laptop /pc. By taking details of the retailers whether

they are interested in keeping data cards and what according to them is the reason for

decrease in sales. Voice of retailers is important as they directly deal with the

customers. This will help in analyzing the decrease in sales of laptop/pc which

directly affect the sales of MTS data card.

Achievement:

Survey with retailers gave me knowledge of MTS reach in the market.

Reason for drop in sales and what all improvement is needed is known.

Communicating with retailers enhanced my market knowledge and communication

skills.

Confidence boost

Meeting with sales head gave clear and broader view of project.

Learning:

Better understanding of market.

Knowing area wise which data card is more preferred gave knowledge of

competitors.

Patience

Faculty Remark (Qualitative):


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Fortnight Start Date: 20th May 2014 End Date: 02ndJune 2014




Target/Task:

After covering almost all the areas of Jaipur, two major Areas Raiser Plaza and

Jayanti Bazar were left to be covered regarding the sales of data cards and number of

activations.

Knowing whether sales have fallen or risen. And finding out the reasons for the same.

Main task is to know the market demand and increase the sales and activations of data

cards.

Around 150 retailers are needed to be approached and information regarding thesales and demands of data cards are gathered.

Knowing retailers point of view on MTS services and what can be done to improve

the market according to retailers.

Strategies:

Raiser Plaza and Jayanti Bazar are the two major areas of jaipur. Most of the

electronics shops are there and major retailers of data cards.

By conducting survey in raiser plaza and jayanti bazar regarding the number of

connections sold and number of data card sold will give correct idea of main reasons

for sales and retailers voice.

To know the real market competition.

Achievement:

Survey with retailers enhanced market knowledge.

Reason for increase in sales and what all improvement is needed is known.


skills.

Confidence boost

Few retailers who are interested in doing business with MTS were found.

Learning:


Recognization of major competitors in market.

Knowing area wise which data card is more preferred gave better product knowledge. Patience in dealing with Retailers.


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Anoop Indolia


2nd

June, 2014

Annexure 4





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Anoop Indolia


17th

June, 2014

Annexure 5





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Fortnight Start Date: 18thJune 2014 End Date: 02ndJuly 2014




Target/Task:

After the survey about MTS services and Competitors, area wise analysis is done and

discussed with the company guide.

Those retailers who are not in business with MTS and willing to connect with MTS

are approached.

By conducting surveys, it is find out that there are various ways by which MTS sales

can be improved. Meeting with distributors and knowing there demand for MTS Data cards and

knowing whether company person from MTS approaches to the distributors and

retailers on time or any improvement is required.

Study of various tariffs of Data card.

Strategies:


To know MTS market reach.

To know whether proper information is being communicated to retailers and

customers

To understand MTS data card tariff and usage

To increase the retailer base of MTS.

Achievement:

Survey with retailers enhanced market knowledge.

Understanding of competition in market place.


skills.

Retailers who were found interested in doing business with MTS are approached.

Confidence boost

Learning:


Recognization of major competitors in market.

Knowing area wise which data card is more preferred gave better product knowledge.


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Patience in dealing with Retailers.


Anoop Indolia


02nd

July , 2014

Annexure 6





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Fortnight Start Date: 3rdJuly 2014 End Date: 17ndJuly 2014




Target/Task:

Study of various tariffs of Data card.

After the detail study, market analysis is done through various surveys.

A new Scheme for best offer in data is to be launched.

Analysis of base and best offer for data customers.

Upload of base and scheme

Work on proper communication of scheme to the retailers and customers. Competition plans are studied and analyzed.

Finding out problems which occur related to data card services and dongles.

Finding out resolution for problems.

Checking posters to be printed in for data services.

Strategies:


To know whether proper information is being communicated to retailers and

customers

To understand MTS data card tariff and usage

To increase the usage of existing customers

Achievement:

Launch of new offer and uploading a base.

Proper communication of scheme.

Understanding of competition plan.

Understanding of planning of retention of customers.

Problem identification regarding Data cards.

Learning:


Recognization of major competitors plan. Learned new scheme planning according to base usage to increase revenue.


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Anoop Indolia


17th

July , 2014

Annexure 7





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Learned to prepare report for the new scheme launched.

Learned how to solve problem of customers at service desk.

How to increase usage and retain customers.


Anoop Indolia


01stAug , 2014

Annexure 8





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Fortnight Start Date: 02ndAug 2014 End Date: 16thAug 2014




Target/Task:

Daily Report preparation for new scheme launched.

Keep track of retailer payout.

Study of usage pattern of data card users.

Survey of customers for customer satisfaction level with MTS services.

Communication with the call center for customer complaints.

Market Visit with Sales team.

Strategies:

To increase the average revenue.

To retain the customers and increase the usage.

Customer voice is essential to improve the services.

To know the various problem faced by customer and their solution.

Market visit to understand the market situation.

Achievement:

Successfully studied the usage pattern of data card customers.

Interaction with customers about various schemes launched by MTS.

First time ever visit to market as an company analyst and taking feedback from

retailers.

Learning:

Understanding of customers need and complaints.

Learned to prepare report for the new scheme launched.

Learned how to solve problem of customers at service desk.

How to increase usage and retain customers.


8/10/201

Final Report Iip

Documents

Transcript of Final Report Iip