PROJECT REPORT

ON

“BRAND PREFERENCE AND COMPETITIVE ANALYSIS OF MATRIX COUNTRY SPECIFIC SIM CARD IN

INTERNATIONAL SIM CARDS INDUSTRY”

Submitted By

Tariq Mohammad

PGDM 2011-13

I.T.S Ghaziabad

UNDER THE GUIDANCE OF AND SUPERVISION OF

Industry Mentor Faculty MentorMr Prashant Dua Prof. Charu ChaudhryAGM – Corporate Sales

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ACKOWLEDGMENT

I would like to express gratitude and respect for all the guidance and assistance given and

made available.

This project has involved a lot of effort and research, which would not have been possible

without the help of many people.

I would like to express my deep gratitude towards my industry mentor Mr. Prashant Dua,

AGM, Corporate Sales, for giving me this opportunity to explore my potential and

undertake this project. It really helped to put the theoretical knowledge to practical use

and it also gave me a much deeper understanding of the actual operations of the

international sim card industry.

I would like to take this opportunity to thank my reporting manager Mr. Rajat Arora, my

team members Mr. SiddharthVirmani and Mr. Arun Kumar whose immense help,

guidance, support, and direction made this project possible.

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S T U D E N T D E C L A R A T I O N

I hereby declare that the Project conducted at

Matrix Cellular (International) Services Pvt Ltd.

Under the guidance of

Mr. Prashant Dua

and

Prof. Charu Chaudhry

Submitted in partial fulfillment of the requirements for the

degree of

POST GRADUATION DIPLOMA IN MANAGEMENT

TO

INSTITUTE OF TECHNOLOGY AND SCIENCE, GHAZIABAD

Is my original work and the same has not been submitted for the

award of any other degree/diploma/fellowship or other similar titles

or prizes.

Place: Ghaziabad Tariq Mohammad

Date:

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CONTENTS1. Executive Summary ……………………….…………………………………………06

-Introduction………………………………………………………………………….08

-Company Profile……………………………………………………………………..09

-Matrix Redesign……………………………………………………………………...18

-Industry Profile……………………………………………………………………….24

-SWOT Analysis………………………………………………………………………29

-Competitors…………………………………………………………………………..32

-Churn Management…………………………………………………………………...35

2. Objective of the Project …...……………………………………………………….38

3. Review of the Literature………………………………………………………………40

-Brand Image………………………………………………………………………….41

- Consumer Behavior………………………………………………………………….44

- Customer Relationship Management………………………………………………..45

- Strategies for Future Growth………………………………………………………...46

4. Research Methodology……………………………………………………………….50

5. Data Analysis & Interpretation………………………………………………………..54

6. Suggestions……………………………………………………………………………62

7. Conclusion ……………………………………………………………………………65

8. Limitations ……………………………………………………………………………66

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9. Bibliography…………………………………………………………………………..68

10. Annexure…………………………………………………………………………….69

-Questionnaire ………………………………………………………………………..70

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EXECUTIVE SUMMARY

The main objective of the project was to find out the satisfaction level of existing

customers and understanding the competitive environment and suggesting further

strategies to improve and sustain the market share of Matrix Country Specific Sim card.

Features affecting the buying behavior of the customers and churn management were also

studied.

After completion of this project I found that in spite of the fact that Matrix is the market

leader among the country specific sim cards but still it has to workout new strategies in

order to compete with clay and uniconnect who is the major competitor in the private

sector and other players in the industry. Maximum no of mobile users are in the age

group of 25-60, which are mostly student going abroad for studies, service class and

business men who go abroad either for leisure trip or for business purpose. Till date

Matrix is only providing the post paid services only.

Prepaid is other option with matrix, there is a testing going out in the market for same, it

might also come with a great deal.

Matrix Country Specific Sim card has a strong brand image in the International Sim cards

market, even Matrix is the biggest company in the world in this business but still it

needs regular innovations and differentiation to be implemented to have a competitive

edge above the other potential players in the industry. After completing the survey I

arrived at a conclusion that there is an extensive competition happening these days in

International sim cards Industry

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Chapter -1

Introduction

Company’s profile

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COMPANY: MATRIX COUNTRY SPECIFIC SIM CARD INTERNATINAL SERVICES PVT. LTD.

GROUP: Matrix Country Specific Sim card

ESTABLISHED: 11TH Nov, 1995

MANAGING DIRECTOR: Mr. Gagan Duggal

BUSINESSES:

Country Specific Sim cards

BlackBerry Services

Data Cards

Forex

Matrix Country Specific Sim card comes to you as world’s biggest private integrated country specific sim Cards Company. Matrix provides a range of telecom services, which include Country Specific Sim cards, Boltons Data Cards and Forex. Apart from being the largest company in world in this business, it is also the first company to start the concept of country specific sim cards in world. Matrix is the leading country specific sim cards company, with a footprint in pan India

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To be globally admired for country specific sim cards services that delight customers.

We will meet global standards for telecom services that delight customers through:

• Customer Service Focus

• Empowered Employees

• Innovative Services

• Cost Efficiency

Services

Matrix Country Specific Sim cards

Matrix Postpaid, the Ready Country Specific Sim card Card from Matrix comes to you

from Matrix Country Specific Sim card, India's leading Country specific Sim Card

Company. Going mobile with Matrix Postpaid is a new way of life. With a host of great

features, also simple to use, Matrix makes everything that you dreamt and believed,

possible.

Matrix Postpaid

Matrix welcomes you to a vibrant world of unlimited opportunities. More exciting,

innovative yet simple new ways to communicate, just when you want to, not just through

words but ideas, emotions and feelings. To give you the unlimited freedom to reach out

to your special people in your special way when ever you are travelling abroad

Matrix Black Berry Services

Matrix Black Berry service allows you to use your mails when ever you are travelling

abroad at just 1/10th of the cost in comparison to International Roaming.

. Matrix Data Card

Using laptops even while travelling abroad is a essential need of every business these

days, so Matrix provide plug and play Data cards for laptops so that mails can be

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accessed any where is a cheaper mode and safe manner.

. Matrix Forex Cards and Currency

Travelling abroad with lots of cash and travelers cheque is an old idea, now people prefer

to carry forex cards which are easy to use and removes the hassle of carrying cash.

Matrix BRAND

Matrix & Visual Identity

For a brand to be successful, it must build enduring relationships with its different

audiences. Integral to this relationship is the visual image of the brand the consumer

carries in his/her mind. The Matrix brand image is created through the consistent

application of a carefully developed visual identity, which helps Matrix distinguish itself

in a cluttered market. Matrix visual identity helps create instant brand recall and

strengthens the relationships that its audiences have with it.

The Matrix visual identity has different elements that work together to create a strong and

consistent identity for the brand.

The Matrix Logo

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The Matrix logo is a strong, contemporary and confident symbol for a brand that is

always ahead of the rest. It is a specially drawn word mark.

VISION: "As we spread wings to expand our capabilities and explore new horizons, the fundamental focus remains unchanged: seek out the best technology in the world and put it at the service of our ultimate user: our customer."

Matrix Country Specific Sim card International Services Limited was incorporated on 9th

Nov, 1995 for promoting investments in Country specific sim card services as in country

specific Sims. Its subsidiaries operate telecom services across India. Matrix is India's

leading private sector provider of Country Specific Sim cards based on a strong customer

base consisting of approximately 20K Customers every month and the no are increasing

day by day.

Business Strategy

Matrix' strategic objective is

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“to capitalize on the growth opportunities that the Company believes are available

in the World market and consolidate its position to be the leading integrated

country specific sim card provider in key markets in India, with a focus on

providing such services”.

The Company has developed the following strategies to achieve its strategic objective:

Focus on maximizing revenues and margins;

Capture maximum revenue potential with minimum geographical coverage;

Offer multiple Country specific sim card services to provide customers with a

"one-stop shop" solution;

Position itself to tap data transmission opportunities and offer advanced mobile

data services;

Focus on satisfying and retaining customers by ensuring high level of customer

satisfaction;

Leverage strengths of its strategic and financial partners; and

Emphasize on human resource development to achieve operational efficiencies.

Mobile Strategy

Capture maximum Country specific sim card revenue potential with minimum

geographical coverage to maximize its revenues and margins.

Build high quality mobile networks by deploying state-of-the-art technology to

offer superior services.

Use the experience it has gained from operating its existing mobile networks to

develop and operate other mobile networks in India and to share the expertise

across all of its existing and new circles.

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Attract and retain high revenue generating customers by providing competitive

tariffs, offering high quality customer support, proactive retention programs. 

Provide affordable tariff plans to suit each segment of the market with a view to expand

the reach, thereby increasing the mobile customer base rapidly

MEDIA STRATEGY

The media planning is done by in house marketing department head by Karan

Sharma.

The target audience is the Male/Female who travel abroad, A who look

entertainment, news & information in the electronic media in channels like NDTV,

AAJTAK, and STAR PLUS etc.

Since they are all busy with their daily routine life, during weekdays they watch

television only during evenings, thus the ad was shown form 1900 hrs to 0000hrs during

weekdays in 12-20 spots/day & since during the weekends they rely on the same media

for entertainment the ad is shown a higher number of times (i.e.) 30-40 spots during the

whole day.

This ad was made in Hindi/ English mix because of our target audience which is

understood by all and thus it was shown mainly on television as television had the

maximum reach (i.e.) all over India and also electronic media created a greater impact in

the minds of the consumer.

The primary media used for this campaign was television so that everyone would

get to see the ad & this would create an impact in his mind. Later in the secondary media

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hoardings & print media was used so that there was an immediate brand recall of Matrix.

TESTING & EVALUATION

Both the company (Matrix) & the media team conducted surveys to check the Top

of The Mind Awareness (TOMA) whose results showed that Matrix had a high TOMA.

The sales of Matrix also went up by a small percentage after the ad campaign was

launched.

Brand strategies

To understand the brand strategy, let’s first look at the brand building exercise associated

with Matrix — a brand that had to be repositioned recently to address new needs in the

market.

When the brand was launched 15 years ago, Country Specific Sim card telephony wasn’t

a mass market by any means. For the average consumer, owning a Country Specific Sim

card phone was expensive as tariff rates (at Rs 8 a minute) as well as instrument prices

were steep — sometimes as much as buying a second-hand car.

Matrix could have addressed the customer by rationally explaining to him the economic

advantage of using a country specific sim card. But Mr. Gagan Duggal says that such a

strategy would not have worked for the simple reason that the value from using the phone

at the time was not commensurate with the cost.

“Instead of the value-proposition model, we decided to address the sensory benefit it gave

to the customer as the main selling tack. The idea was to become a badge value brand,”

he explains.

So the Matrix “leadership series” campaign was launched showing successful men with

their laptops, in their deluxe cars, in hotels abroad using the Matrix mobile phone. In

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simple terms, it meant Matrix was positioned as an inspirational brand that was meant for

leaders, for customers who stood out in a crowd.

Did it work? Repeated surveys following the launch showed that there were three core

benefits that were clearly associated with the brand — leadership, dynamism and

performance.

These were valuable qualities, but they only took Matrix far enough to establish its

presence in the market. As tariffs started dropping, it became necessary for Matrix to

appeal to a wider audience. And the various brand-tracking exercises showed that despite

all these good things, there was no emotional dimension to the brand — it was perceived

as cold, distant and efficient.

By 2000, Matrix and his team realized that in a business in which customer relationships

were the core this could be a major weakness. The reason with tariffs identical to

competitor Clay and roughly the same level of service and schemes, it had now become

important for Matrix to “humanize” Matrix and use that relationship as a major

differentiation.

The brand had become something like Lufthansa — cold and efficient. What they needed

was to become Singapore Airlines, efficient but also human. A change in tack was

important because this was a time when the Country Specific Sim market was changing.

The leadership series was okay when you were wooing the crème de la crème of society.

Once you reached them you had to expand the market so there was need to address to

new customers.

By that time, Matrix was already the leading Country Specific Sim card subscriber in

Delhi with a base of 30 K/Month (it now has 50 K/Month customers). And with tariffs

becoming more affordable — as companies started cutting prices — it was time to expand

the market.

How could Matrix leverage this leadership position down the value chain? Surveys

showed that the concept of leadership in the customer’s minds was also changing.

Leadership did not mean directing subordinates to execute orders but to work along with

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a team to achieve common objectives — it was, again, a relationship game that needed to

be reflected in the Matrix brand.

Also, a survey showed that 50 per cent of the new customers choose Matrix brand mostly

through word-of-mouth endorsements from friends, family or colleagues. Thus, existing

customers were an important tool for market expansion and Matrix now focused on

building closer relationships with them.

That is precisely what the brand tried to achieve through its new positioning under the

Matrix “MAKES SENSE’’ brand campaign. This set of campaigns portrayed mobile

users surrounded by caring family members. Says Matrix: “The new campaign and

positioning was designed to highlight the relationship angle and make the brand softer

and more sensitive.”

As it looks to expand its Country Specific Sim card services nationwide —to eight new

circles apart from the seven in which it already operates — Matrix is now realizing that

there are new compulsions to rework the Matrix brand, and a new exercise is being

launched to this effect. Right now, the company is unwilling to discuss the new

positioning in detail. But broadly, the focus is on positioning Matrix as a power brand

with numerous regional sub-brands reflecting customer needs in various parts of the

country.

THE MATRIX RE –DESIGN:-

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Old Logo New Logo

The new logo for Matrix service was designed after an extensive brand audit across

different cities. This smart, contemporary form was in response to the overall brand

strategy of creating a younger, friendlier brand persona.

The group’s marketing effort has been reinforced with the relaunch of the Matrix brand

logo, with a new slicker, international and younger look. Under the new brand strategy,

Matrix will now become the power brand and sub brands like Tango (for WAP services),

Youtopia (for the youth) will be withdrawn.

The idea was to rework the brand so that it is relevant to a larger segment of the

population as we are now expanding into the smaller cities and towns. The new brand

look will be supported by an over Rs 50 crore advertising budget.

TARGET AUDIENCE PROFILE

The target audience for this ad campaign was the Male of the ‘Polished Society’

(i.e.) the SEC- A who was between the age groups of 18- 65 years. This was

done so because in Indian families, in terms of choosing a Country Specific Sim

card service provider, it’s the Male member who is the head of the family acts as

the Decider & Influencer.

The target audiences were all over India as Matrix is a service that is being used

by consumers all over India.

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The target audiences are people who would choose a country specific card not

only to communicate but also enhance their social status by using the brand. They

also look for additional benefits from the brand

The benefits the target audience would get form the brand Matrix would be a

combination of :

o Emotional Benefit- The consumer could express his inner most feelings.

o Social Benefit- Matrix was being perceived as an International brand, it

would satisfy his esteem needs.

The target audiences’ involvement with the product is very HIGH, as

communication is one of the most important aspects in every consumer’s life as it

helps him 2 stay connected to his near & dear ones & also carry on his daily life

both professionally & personally. Thus while choosing any such Country Specific

Sim card service while he is travelling abroad, he would do a complete analysis &

research to find out which service provider would satisfy his needs & may be

give even more.

As we are talking of the intelligent consumer who would understand the gravity

of the ad campaign, he’s a person who consults mostly the electronic media like

Television for news, information & entertainment. He prefers to watch NDTV,

STAR PLUS & similar channels that would satisfy his taste of interests & thus as

a result is dependent on these channels for his needs to be satisfied. Thus as a

result his involvement with this media & channels is very high.

CREATIVE BRIEF

The target audience in this ad campaign is the Male member of the SEC- A. who

is intellectual, intelligent & has the rationality to understand the gravity of the ad

campaign.

Since the objective was to enhance the brand image of Matrix, it was necessary to

make the consumer change his perception about the brand which required a strong

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motivation. This could be done only by connecting with the consumer emotionally &

India being a country of emotions, it became necessary & easy to reach out to the

consumer & place our brands in their minds in a positive way.

Matrix as a brand had to enhance its image, thus it had 2 give something more, if

not literally then emotionally. Thus came the concept of ‘Makes Sense’, which meant

express your innermost feelings through Matrix & they also expected their consumers to

do the same.

Once the consumer has seen the ad campaign, it should create a deep impact in

the minds of the consumer, so that if asked about any service provider Matrix should be

the brand that should in the consumers TOMA (Top of the mind Awareness). After this

ad campaign the consumer would have a higher bonding with the brand and see it as a

niche product.

Since the situations shown in the ad campaign are similar to what every consumer

can relate to, the consumer after having seen the ad campaign should be convinced that

its only Matrix which is a service provider that enables him to convey all that he wants to

and along with that express his innermost feelings which at times are not possible by the

consumers.

The consumer should get a feeling of happiness & also belongingness towards the

brand. He is now able to reach out and express those feelings & emotions which he

always wanted but wasn’t able to.

All normal consumers can communicate with words, but a deaf & dumb person

can’t do so. But in this ad campaign they have showed a deaf & dumb child who is

still trying to express his feelings to his teacher by actions and this is what even

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Matrix is trying to communicate out to its consumers (i.e.) express your inner most

feelings.

T

HE SCENE IN DELHI UPTON NOW….

New Delhi, as an upcoming commercial metropolitan city is witnessing at

Present a tug-of-war for market share in the Country specific Sim Card market which is

currently hovering near the 30 K/month figure mark. This market is growing at an

extremely fast pace and so is the competition between the two main Country Specific Sim

card service providers - Matrix and Clay. Matrix, being the first to enter the market in

Delhi has been the leader but the present trend in the growth rate shows that Clay might

give it a run for its share of the precious pie.

“As we spread wings to expand our capabilities and explore new horizons, the

fundamental focus remains unchanged: seek out the best technology in the world and

put it at the service of our ultimate user: our customer."

Coverage of Matrix

Matrix Country Specific Sim card service provides services in about 39 Countries with

country specific card and about 31 countries with a Global Card. It boost that the

coverage is uninterrupted and covers the widest area. Clay who more or less covers the

same area will give Matrix a toss in the future when its partner Uniconnect which is

planning to consolidate all its Indian operation and give its customers a wider reaches in

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term of auto roam. Player who provides a better service in this respect will have an edge

in the future as we can see the way people and business is moving out of Delhi.

INTERNATIONAL OPERATIONS

Global Services

Introduction:

Making its foray into the international market, Matrix is the first Indian company to get a

license to provide Country specific Sim card services outside India, currently Matrix has

its presence in Thailand, Singapore, Shrilanka, Bangladesh and U.K and trying to develop

the expertise to provide such services overseas. As we spread our wings further, Matrix

Global would explore opportunities in other countries around the world.

Matrix’s Accomplishments

1 The largest private sector integrated Country specific sim card services group in

India in terms of the number of customers. 

2 Proven track record of managing growth - both organic as well as by way of

acquisitions. 

3 First and largest private Country specific sim card services company offering

Cellular, Black berry, Data Card and Forex. 

4 First private Country specific sim Card Company to Black berry services also. 

5 First off the block to launch Data card services for laptops.

 

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Management Structure

The group has been structured to create functional and operational specialization with a

linear vision of business lines and functional areas.

The Company is headed by Chairman and Group Managing Director- Gagan Duggal who

is assisted by one Joint Managing Directors- Tanmay Rai Chaudhary. The Company also

has two Presidents- President East India Abro Rehman, this responsibility includes Entire

East India and Rest of India Gaurav Suri The Presidents report to the Group Chairman

and Managing Director. The head of units and SBUs report to the respective business's

President.

An apex team of Corporate Directors has been constituted. The corporate directors have

supervisory and strategic responsibilities for functional areas across business lines. The

directors oversee functional areas including Business Development, Human Resources,

Marketing, Corporate Communication, IT & Technology, Finance, Legal, Corporate

Affairs, Corporate Strategy & Planning and Supervisory Director cum Chief Mentor -

mobility.

The organization structure is designed to ensure that identical businesses are run along

similar lines and best resources in any functional field, be tapped to serve the best

interests of the entire group.

The structure also defines the role of the Head of the units who are totally empowered to

manage their respective companies and are fully responsible for business operations to

build world-class organizations with a high degree of customer focus.

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Industry profile

Country specific sim card is one of the prime support services needed for rapid growth

and modernization of various sectors of the economy. It has become especially important

in recent years because of enormous growth of Information Technology (IT) and its

significant impact on the rest of the economy. India is perceived to have a special

comparative advantage in IT and in IT-enabled services. However, sustaining this

advantage depends critically on high quality telecommunication infrastructure. Keeping

this in view, the focus of policy is vision of world class telecommunication facilities at

reasonable rates. Although the telecom network has grown rapidly in recent years, its

growth needs to be accelerated further in the Tenth Plan.

The telecom sector in India has been witnessing a continuous process of reforms since

1991. With the opening of international long distance services and internet telephony

from April, 2002, the process of liberalization and opening up the sector for competition

is complete. Convergence of services is a major new emerging area and the telecom

sector will have to address this in the Tenth Plan.

The major reforms carried out in the te0lecom sector so far are given below:-

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Reforms in the Telecom Sector

1 Telecom equipment manufacturing was completely deregulated in 1991.

2 Value added services, including Country Specific Sim card phone services, were

thrown open to private sector in 1992.

3 The National Telecom Policy (NTP) allowing private sector participation in basic

services was announced in 1994. An independent regulatory authority called,

Telecom Regulatory Authority of India (TRAI), was set up in 1997.

4 A new policy for Internet Service Providers (ISPs) was announced in 1998,

opening the area to private sector providers. The policy was promotional in

nature. ISPs have been allowed to set up International Internet Gateways both

satellite and landing stations for Submarine Cable systems.

5 A new policy called New Telecom Policy (NTP), 1999 was announced replacing

the 1994 policy.

6 Migration from the regime of fixed license fee to a new regime of revenue share

was permitted in August, 1999.

7 The regulatory mechanism has been further strengthened through the TRAI

(Amendment) Act, 2000. The Act provides for establishment of a separate dispute

settlement mechanism called Telecom Dispute Settlement and Appellate Tribunal.

8 National Long Distance Service was opened for competition in August, 2000.

9 Corporatisation of Department of telecommunication's operational network into a

public company called Bharat Sanchar Nigam Ltd. from 1st October, 2000.

10 Videsh Sanchar Nigam Ltd. (VSNL) and HTL limited have been disinvested.

11 The Communication Convergence Bill 2001 was introduced in Lok Sabha and has

been referred to the Standing Committee of Parliament.

12 Fourth Country Specific Sim card Operator, one each in 4 metros and thirteen

circles have been permitted.

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13 Unrestricted entry in basic services allowed along with use of wireless in local

loop (WLL) access technology.

14 Two categories of infrastructure providers have been allowed to provide end to

end bandwidth and dark fiber, right of way, towers, duct space etc.

15 International Long Distance (ILD) Services have been opened for competition

since 1st April, 2002.

16 Internet Telephony has also been opened up since 1st April, 2002.

17 Guidelines for universal service obligation announced on March 27, 2002.

New Telecom Policy

The New Telecom Policy (NTP) announced in 1999 modified the NTP, 1994 to take into

account the far-reaching technological development taking place in the telecom sector

globally and to implement the Government's resolve to make India a global IT

superpower. NTP, 1999 also seeks to solve problems arising out of the implementation of

NTP, 1994. The objective of the NTP 1999 is to:

1 Make available affordable and effective communications for the citizens.

2 Strive to provide a balance between the provision of universal service to all

uncovered areas, including the rural areas and the provision of high-level services

capable of meeting the needs of the country's economy.

3 Encourage the development of telecommunication facilities in remote, hilly and

tribal areas of the country.

4 Create a modern and efficient Country specific sim card infrastructure taking into

account the convergence of IT, media, telecom and consumer electronics and

thereby propel India into becoming an IT superpower.

5 Convert Public Call Offices (PCOs), wherever justified, into Public Teleinfo

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centers offering multimedia services like Integrated Service Digital Network

(ISDN) services, remote database access, government and community information

systems etc.

6 Transform in a time bound manner, the Country specific sim card sector to a

greater competitive environment in both urban and rural areas providing equal

opportunities and level playing field for all players.

7 Strengthen research and development (R & D) efforts in the country and provide

an impetus to build world-class manufacturing capabilities.

8 Achieve efficiency and transparency in spectrum management.

9 Protect the defense and security interests of the country.

Enable Indian telecom companies to become truly global players

COUNTRY SPECIFIC SIM CARD INDUSTRY PROFILE

The Country Specific Sim card phone industry is one of India’s rapidly growing

industries. Since the Industry came into being in the mid 1990s, its average per annum

growth rate has been a phenomenal 200 percent. By the end of 2002, the Indian Country

Specific Sim card phone Industry had over 10 million subscribers. The industry has

undergone a number of Changes over the years. The National Telecom Policy 1999 was

an important Landmark in the development of the Country Specific Sim card industry

in India; the tariff Rationalization and policy regulation introduced in the Policy helped

the industry Grow at the pace it did. In 2003, Telecom Regulatory Authority of India

(TRAI) Announced regulation of interconnects user charges to resolve conflicts between

Country Specific Sim card operators and network provider.

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Major players:-

Matrix Cellular, Clay, Uniconnect, Roam 1 and Znet connect.

The migration to revenue sharing agreement has infused fresh blood in the Country

Specific Sim card industry. The sector has been bustling with activity since the migration

and has taken several strides with consolidation in the industry and a rapid growth in

subscriber base. The subscriber base registered an impressive growth of 131% from Aug

99 to Nov 2000.

Graph 1: Country Specific Sim card Subscribers (mn) for the various circles

Source: India Infoline.com

The growth rate in metros has been slowing down while increasing in A Class circles. In

metros the trend is towards increasing usage as against increasing penetration. Pre-paid

cards have helped the Country Specific Sim card operators improve their penetration.

Pre-paid cards are also being picked up by people because of the no-hassle and budget

control benefit attached to it.

The industry is likely to maintain the present rate of growth backed by more affordable

rates for the services, low tele-density and increasing acceptance of the service as a

necessity as against luxury.

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SWOT ANALYSIS

Strengths: -

1. Matrix has strong brand name recognition and a reputation for offering high

quality service to its customers that is core strength to influence large prospect

customers.

2. Focus on Country specific sim card to enable the company to better anticipate

industry trends and capitalize on new Country specific sim card related business

opportunities.

3. An effective Quality Management team with vision and proven execution skills.

4. Good network coverage but still not much satisfactory in global sim cards.

5. Excellent customer care service.

6. Advertisement: -

Advertisement is good though lacks creativity like Clay does which is more

effecting in influencing the prospect customers. Matrix believes in advertising

through brand ambassadors like Sharukh and KKR etc. who are high profile

personalities, even use of personalities like A.R.Rahman and others in advertising

is a good approach to reach and influence a large customer base.

8. Matrix has a vast bundle of value added service for Data on handheld, BB

services, data card services

9. Matrix’s dealers and retailers are scattered to a large geographical area so in terms

of availability it is one of the best.

10. Matrix’s Outsourcing: -

Matrix Cellular have outsourced both IT and Network operations and just handle

a few things that are marketing, sales and distribution. The company not only

saves current operational cost, it also dramatically reduces its capex requirements

as it expands its network over the next couple of years. Above all, by handling

over these tasks lock, stock, and barrel to someone else, it freeze up much senior

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management band width to focus on really important things like strategy and long

term growth.

12. The company’s strong relationships with international strategic and financial

investors such as SingTel, AT&T, T Mobile, O2 etc

13. MATRIX’s First: -

Matrix Country Specific Sim card has launched its mobile service,

Matrix, in Jammu and Kashmir, becoming the first private service

provider to do so.

First to launch country specific sim card services outside metro cities.

First to invest into 10 K sim cards from every country.

First category ‘B’ operator in India to cross 3,00,000 customer mark.

First to launch Internet and GPRS to Country Specific Sim card messaging

in its circles.

First to start offshore distribution of prepaid cards in Middle East to cater

for huge keralite population in Gulf.

First to launch full prepaid country specific sim cards.

Opportunity: -

1. Still a large no of potential and prospect customers are un-captured.

2. Enter Viral Marketing i.e. marketing by the use of non-mass media tools of

communication-SMS, Internet, E-Mail in the word of mouth to get people talking

about it. Matrix has good business opportunity to tap up such companies, which

are indulging in such marketing strategy.

Threats: -

1. Textual Harassment: unsolicited SMSes and calls are besieging Cell phone

users. They are tired of mobile spanning along with unsolicited text SMSes,

contest calls, adverts for ring tones, dating ideas and filmi chakkar promotions

etc. The privacy of cell phone users is in danger.

2. Government Rules and Regulations:

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Government interventions and telecom regulators in the country pose a great

threat in the independent operations of the Country Specific Sim card operators

though they are essential to break any kind of monopoly in the industry.

3. Other Country Specific Sim card service provider especially Clay and Uniconnect

emphasize more on push strategy whereas Matrix is still dealing with pull

strategy. A perfect blend of both is required. So Matrix should provide dealers

and distributor more perks and incentives.

4. The private company that is offering the strongest challenge to Matrix’s

dominance is the Indian based Clay and U.K based Uniconnect, the firm operates

Country Specific Sim card circles in Mumbai, Delhi and Kolkata. Clay is ranked

2nd to none on transparency, organizational ethics, social responsiveness service

quality and customer satisfaction. It is also at no 2 on ten other parameters.

(Source: BW 24, sept.2006). So Clay is the most potential competitor in the

industry and posses a great threat to Matrix.

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COMPETITORS

  The most potential competitor in the industry .  

Clay is brought to you by Clay Telecom, one of the world’s leading Country Specific Sim

card service providers. We are known for our innovative approach and world class

technology. Our goal is to provide you superior products and services, anytime and

anywhere.

Our values are stated simply. To be fair and transparent in what we do and how we do it.

To provide you quality services with more customer friendly practices. To make your

communications experience simple, pleasurable and fun. Where you don't simply get

technology - but technology that is relevant. Where solutions are not just promised in the

future - but delivered in the present.

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Dhirubhai Ambani's dream

"We will leverage our strengths in executing complex global-scale projects to make

leading edge information and communication services affordable by all individual

consumers and businesses in India. We will offer unparalleled value to create customer

delight and enhance business productivity. We will also generate value for our

capabilities beyond Indian borders while enabling millions of India's knowledge workers

to deliver their services globally".

Reliance Passport is the outcome of the late visionary Dhirubhai Ambani's (1932-2002)

dream to herald a digital revolution in India by bringing affordable means of information

and communication for the people who are travelling abroad.

"Make the calling card available to people at an affordable cost, they will overcome the

handicaps of illiteracy and lack of mobility", Dhirubhai Ambani charted out the mission

for Reliance Infocomm in late 1999 and then in 2005 it came with Reliance Passport. He

saw in the potential of information and communication technology an once-in-a-lifetime

opportunity for India to leapfrog over its historical legacy of backwardness and

underdevelopment.

Value Added Services and Competitive AdvantageToday in this competitive industry the fight is not about talk or price only, it’s about

whom offers the most value added services.

In this battleground, the two most aggressive players are Clay and Reliance Passport.

Clay already has a bunch of innovations to its credit. Matrix was the first company in

world who came with an idea of Country Specific Sim cards and the first company which

made its user to use internet services at 1/10th of the cost while they are travelling abroad.

The Value proposition: who’s offering what?

Operators Outgoing

Incoming

Direct Call to India

BB Services

Data Card Services

Forex Cards & Currency

Receive/Send SMS

Matrix YES YES YES YES YES YES YES

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Clay YES YES YES YES BUT IN SOME COUNTRIES

YES BUT IN VERY FEW COUNTRIES.

NO YES

Uniconnect

YES YES YES NO NO NO YES

Reliance Passport

NO YES BUT USING SOME OTHER LANDLINE

NO NO NO NO NO

Roam 1 YES YES NO NO NO NO YES

Local Prepaid Cards.

YES YES YES NO NO YES YES

Churn Management

Overview:

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In the communication industry, a customer canceling or reducing usage of

communication service, is termed as churn.

Customers are at a liberty to choose among the several service provider and the chances

of their changing loyalties are high. Reasons can vary. They may switch to a different

service provider due to a little price, quality of service, quality of customer care,

equipment and technology, billing issues or simply more effective marketing campaigns.

The percentage of customers who churns in a particular time period defines the churn

rate.

Churn in India:

Reports straight that Indian Country Specific Sim card operators face the highest churn

rates as compared to their counter parts in Asia Pacific countries with the exception of

Hong Kong. As per data released by research firms Gartner, the monthly churn rate that

Indian operators grapple with ranges from 3.5% to 6%. That means about 3.5% to 6%

wireless customers move from one operator to another every month.

It is observed from the report that half the merchandize from the customer base churns

annually in India. The high churn rates can be explained from the fact that market is

relatively more competitive in India.

How to manage Churn;

The problem identified, now the Country Specific Sim card operators are left to check

ways out to keep the customers bound to them. To do so, he needs to keep a tab on the

customer consuming habits.

Here, they are confronted with the difficulty in determining the profile of subscribers that

left the company and the reason why they left the company. It is therefore more difficult

to predict which customers are likely to leave and more difficult to predict the device cost

effective incentives that will persuade likely churners to stay.

Domain experts, the marketing gurus in their lingo, would suggest the telecom companies

“to have good data in a data ware house, a methodology to manage the process of

identifying customers or contracts and profile them according to risk categories and

analytical model based on historical behavior to predict the proclivity to churn, and a

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means of acting on the output of the model to prevent the churn from actually taking

place”

CHURN STRATEGY: -

Matrix has so many innovative ideas and matchless services to make sure the customer

will enjoy nothing less than a word of advantages.

1. Matrix has recently presented Blackberry, the world’s most powerful instant E-Mail

mobile with inbuilt features of synchronized instant E-Mail, attachment viewing,

advanced security, integrated phone and web-browser and synchronized desktop calendar

etc.

2. for business personals – SMS directory, field force automation, vehicle tracking,

coverage in 1400 towns, seamless international roaming, mobile office, corporate e-mail

etc.

3. Matrix has the best value added service in the country.

-Advance rental plan

If a user travels frequently to a country he may take a permanent no from

Matrix for Rs 999 Annual rental only.

-Zero cost SIM

Matrix provides simcard on rent so no sim charges are taken from

customers.

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-Incoming Free

Matrix provides country specific cards for about 39 countries where

incoming is free.

-Hassel free Payment system

While a user is carrying Matrix his no are mostly post paid so the billing

can be easily done from their credit card, so they need not to worry about

bill payment while travelling abroad.

- Data Cards for laptops

Matrix is one of the only companies which also provides country specific

data cards so that people travelling for business purpose can stay

connected to their mails even while travelling abroad any where any time.

Matrix Forex Services

Any person travelling abroad needs forex as a mandate, so Matrix now

also provides forex services in terms of cash as well as Forex cards.

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Chapter – 2Objective of the project

PROJECT OBJECTIVE

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Primary Objective

To know the position of Matrix Country Specific Sim card by analyzing customer

satisfaction and competitive market within the International Sim card industry.

Secondary Objectives

1. To find and list the factor that affect buying decisions.

2. To know the preference of potential and prospect customer for different features

offered by International Sim cards providing companies to formulate effective churn

strategy.

3. To find the awareness of Matrix Country Specific Sim card as a brand and Matrix

other products in Delhi.

4. To find the reasons for their willing ness or non-willingness of Matrix user to switch

to other brand.

5. To analyze the effectiveness of various printed ads of Matrix as well to analyze public

relation image.

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Chapter - 3Review of Literature

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BRAND IMAGE

Brand image is the current view of the customers about a brand. It can be defined as a

unique bundle of associations within the minds of target customers. It signifies what the

brand presently stands for. It is a set of beliefs held about a specific brand. In short, it

is nothing but the consumers‟ perception about the product. It is the manner in which a

specific brand is positioned in the market. Brand image conveys emotional value and not

just a mental image. Brand image is nothing but an organizations character. It is an

accumulation of contact and observation by people external to an organization. It should

highlight an organization’s mission and vision to all. The main elements of positive brand

image are- unique logo reflecting organization’s image, slogan describing organization’s

business in brief and brand identifier supporting the key values.

Brand image is the overall impression in consumers’ mind that is formed from all

sources. Consumers develop various associations with the brand. Based on these

associations, they form brand image. An image is formed about the brand on the basis of

subjective perceptions of associations bundle that the consumers have about the brand.

The idea behind brand image is that the consumer is not purchasing just the

product/service but also the image associated with that product/service. Brand images

should be positive, unique and instant. Brand images can be strengthened using brand

communications like advertising, packaging, word of mouth publicity, other promotional

tools, etc.

Brand image develops and conveys the product’s character in a unique manner different

from its competitor’s image. The brand image consists of various associations in

consumer’s mind - attributes, benefits and attributes. Brand attributes are the functional

and mental connections with the brand that the customers have. They can be specific or

conceptual. Benefits are the rationale for the purchase decision. There are three types of

benefits: Functional benefits - what do you do better (than others),emotional benefits -

how do you make me feel better (than others), and rational benefits/support - why do I

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believe you(more than others). Brand attributes are consumers overall assessment of a

brand. 26

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Brand image has not to be created, but is automatically formed. The brand image includes

products' appeal, ease of use, functionality, fame, and overall value. Brand image is

actually brand content. When the consumers purchase the product, they are also

purchasing its image. Brand image is the objective and mental feedback of the consumers

when they purchase a product. Positive brand image is exceeding the customer’s

expectations. Positive brand image enhances the goodwill and brand value of an

organization.

To sum up, “Brand image” is the customer’s net extract from the brand.

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CONSUMER BEHAVIOUR

Consumer behaviour is the study of when, why, how, and where people do or do not

buy a product. It blends elements from psychology, sociology, social anthropology and

economics. It attempts to understand the buyer decision making process, both

individually and in groups. It studies characteristics of individual consumers such as

demographics and behavioral variables in an attempt to understand people's wants. It also

tries to assess influences on the consumer from groups such as family, friends, reference

groups, and society in general.

Customer behaviour study is based on consumer buying behaviour, with the

customer playing the three distinct roles of user, payer and buyer. Research has shown

that consumer behavior is difficult to predict, even for experts in the field. Relationship

marketing is an influential asset for customer behaviour analysis as it has a keen interest

in the re-discovery of the true meaning of marketing through the re-affirmation of the

importance of the customer or buyer. A greater importance is also placed on consumer

retention, customer relationship management, personalisation, customisation and one-to-

one marketing. Social functions can be categorized into social choice and welfare

functions.

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CUSTOMER   RELATIONSHIP MANAGEMENT

Customer relationship management is a broadly recognized, widely-implemented

strategy for managing and nurturing a company’s interactions with clients and sales

prospects. It involves using technology to organize, automate, and synchronize business

processes—principally sales activities, but also those for marketing, customer service,

and technical support. The overall goals are to find, attract, and win new clients, nurture

and retain those the company already has, entice former clients back into the fold, and

reduce the costs of marketing and client service. Once simply a label for a category of

software tools, today, it generally denotes a company-wide business strategy embracing

all client-facing departments and even beyond. When an implementation is effective,

people, processes, and technology work in synergy to increase profitability, and reduce

operational costs

Benefits :

Streamlined sales and marketing processes

Added cross-selling and up-selling opportunities

Improved service, loyalty, and retention

Higher sales productivity

Increased call center efficiency

Higher close rates

Better profiling and targeting

Reduced expenses

Increased market share

Higher overall profitability

Marginal costing

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STRATEGIES FOR FUTURE TO RETAIN ITS MARKET SHARE

Target markets

Students travelling abroad for Studies.

This segment has not yet been tapped by any of the Country Specific Sim card service

providers. Since these would be first time users and the price will be a major factor.

Matrix will have to model its price structure to accommodate this segment of customers.

Prepaid SIM card may thus be a good strategy to start off with.

Leisure travel.

Already Matrix’s brand is synonymous with fun. Matrix will have to lay greater emphasis

on this a segment of consumers because with greater disposable income more and more

people travel abroad as a tourist.

Corporate Travel

This segment has not yet been tapped very well. Matrix can thus concentrate on this

segment by introducing schemes aimed at corporate. This can be done by providing them

specific value added services.

Opponent's share:

By aggressively marketing their products and taking advantage of the fact that as

mentioned before Clay and Uniconnect is facing problems with its technical manpower at

the services level. Sooner or later this is bound to result in dissatisfaction of their clients.

Matrix can absorb these users

Increased competition from the third and fourth player

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Airtel and Vodafone are planning to enter the Country Specific Sim card services market

in a big way. Matrix will have to pay off their attack by

New tariff plans.

More value added services.

Better network quality.

Intensification of marketing and advertising effort aimed at highlighting the

strengths of the brand and their continuous ability to provide good quality service.

Increase in visibility and coverage

Matrix will have to go in for further image enhancement of the Matrix brand with a

care and family message and the magic brand with emphasis on targeting the youth.

Also, their retail outlets and franchises will have to be increased further by 50%. This

is infact a strategy that Matrix is implementing and the results will show soon. Such

reach and visibility once attained will have to be complemented with excellent

people’s services that Matrix is known for. Once achieved this level of services will be

hard new or established player to match.

In the long run this could be the vital factor, which keeps Matrix No. 1 in the

industry.

The first come advantage

Value added services are the norm of the day. The service providers can gain a long

term advantage by consistently introducing new incentives in value added services or

tariff structures. Every time a new scheme is launched it provides temporary edge to

the service provider over its counterpart. This temporary advantage is in terms of the

new clients it acquires who have been attracted by the offer. However after some time

this advantage is neutralized by the other player offering something similar. Thus it

important to innovate before the competition time and again so that one can make the

short term advantage cumulatively long term and help increase “mind share” as well

as market share.

Corporate clientele

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Since this a target market by itself its marketing methodology itself would be

different. Most organizations prefer to take services for their employees in groups.

Hence, this order becomes very big for the service provider. Personalized selling

would be the order of the day for these users. The presence in the various business and

corporate circles would also enhance MATRIX’s’ brand image. Special incentives can

be given to these employees for maintaining their loyalty to the Matrix brand.

The Matrix - Matrix advantage

Matrix could lure more customers by introducing schemes in which calls from one

Matrix user to another would be possible at a reduced tariff. This would encourage a

group of users who need to communicate frequently to opt for this service only. Also

it would help in promoting bondage between the users and thus further promote

loyalty.

New innovative packages

Matrix has to come up with new innovative packages like the CALL HOME scheme

offered by Clay. Such schemes launched at regular intervals will help in maintaining

customer loyalty and also attract new customers.

Discounted products

The company has to offer more discount schemes like reducing the activation charges

or reducing the security fees. This will provide the company a competitive edge.

However this may lead to a price war. Hence the trade offs of indulging in this

exercise must be considered.

Regular freebees

Matrix can offer at regular intervals and especially at festivals schemes like free

airtime to its users, free coupons for shopping, free entry to shows etc. this would keep

the customers interested in the brand and ensure that they remain loyal to the brand.

The other competitor will also be indulging in the same hence the effectiveness of

these would depend on the timing of these offers.

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Special offers

Matrix may offer special incentives and rewards to the frequent and regular users by

offering them free maintenance checks.

Free or minimal cost up gradation to a category of users who use the service over a

specified limit of airtime.

More of the e-factor

The future belongs to the net. The players who will be able to integrate the net in their

operations will lead the market. This would mean advertising over the net, allowing an

interface of the net with the Country Specific Sim card service. Matrix is already on

the right track as far as this is concerned. They have introduced the concept of being

able to send messages to the user like a pager message. This can be done from the

Matrix site.

Finally, to sell well….

…..and remain in position…..

…………NUMERO UNO

To retain its position of the No. 1 player in the market Matrix has to not only implement

the strategies mentioned but also time their moves perfectly.

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Only high level R&D complemented with sound technical services can provide the

backbone for the aggressive marketing that we have suggested for Matrix.

Chapter – 4Research Methodology

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RESEARCH METHODOLOGY

The task of data collection begins after a research a problem has been defined and

research design/plan chalked out. While deciding about the method data collection, the

research should keep in mind two types of data viz., primary and secondary.

The primary data are those, which are collected a fresh and for the first time and thus

happen to be original in character. The secondary data are those which have already been

collected by someone else and which have already been passed through the statistical

process. The methods of collecting primary data are to be originally collected, while in

case of secondary data the nature of data collection work is merely that of compilation.

COLLECTION OF PRIMARY DATA

We collected primary data during the course of doing experiments in an experimental

research. We can obtain primary data either through observation or through direct

communication with respondents, or through personal interviews.

COLLECTION OF SECONDARY DATA

Secondary data means data that are already available i.e. they refer to the data which have

already been collected and analyzed by someone else. It may either be published data are

available are available in:

Various publications

Technical and trade journals

Books, magazines & statistics

SAMPLE SIZE

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SAMPLE SIZE FOR CUSTOMER’S NEEDS AND SATISFACTION LEVEL: 100

SAMPLE SIZE FOR DSA/RETAILERS: 50

TOOLS USED IN SURVEY

The various tools used in conducting the surveys are as follows:-

Observation method

Personal interviews

Questionnaire

1 OBSERVATION METHOD

Observation method in the most commonly used method in a survey. Observation

becomes a scientific tool and the method of data collection for the researcher, when it

serves a formulated research purposes systematically planned and recorded and is

subjected to checks and controls on validity and reliability, under the observation without

asking from the respondent.

2 INTERVIEW METHOD

The interview method of collecting data involves presentation of oral verbal stimuli and

reply in term of oral verbal responses. Personal interview methods in a face-to face

contact to the other person or persons. This method is particularly suitable for intensive

investigations.

3 QUESTIONNAIRE

This method of data collection is quite popular in case of big enquires. In this method a

questionnaire is presented to a concerned person with a request to give answers of the

questions. A questionnaire consists of forms. The respondents have to answer the

question on their own.

The general form of a questionnaire is concerned; it can either be structured or

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constructed questionnaire structured or constructed questionnaire. Structured

questionnaires are those questionnaires in which these are definite, concrete and pre-

determined questions. When their characteristics are not present in a questionnaire, it can

be termed as unstructured or non- –structured questionnaire.

PROCEDURE OF RESEARCH

1. To conduct the research the target population was the people who go abroad.

2. Target geographic area was Delhi sample size was 100 &50 for customer satisfaction

& DSA feedback respectively.

3. To this sample a questionnaire was given, the questionnaire was combination of both

open ended and close-ended question.

4. Some DSA were also interviewed to know about the various products and market

scenario of Matrix.

5. Finally the collected data was analyzed and computed to arrive at the conclusion and

recommendation given.

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Chapter – 5Data analysis

AndInterpretation

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Graph 1:-

Sample taken in the Survey contains 100% respondents with Country Specific Sim card Usage._______________________________________________

Graph 2:-

Present Mode of Communication while travelling abroad

95

100

63

34Local Sim card

Indian Mobile

Calling Card

Others

Type of Connections

73%

27%

Post Paid

Pre Paid

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About Three Quarter customers are postpaid users.

Graph 3:-

General mode of Payment is Credit Card, however Cgeque is the other upcoming means.

Graph 4:-

Mode of Payments

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54

455

CardChequeCashOthers

Present Service Provider

36%

20%13%

10%

11%10% Matrix

Clay

Uniconnect

Roam 1

Reliance Calling card

Other

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Matrix holds more than One Third of the Country Specific Sim card Market Share in Delhi.

Graph 5:-

Brand, Network Coverage, Tariff and VAS are the major Factors influencing Consumer behavior.

Graph 6:-

Factors Influencing the Customer Behavior

01020304050

Brand

Networ

kTa

riff

C Car

e

VAS

Compe

tition

Factors

% o

f

Re

spo

nd

en

ts

Very Imp.

Important

Moderately Imp.

Less Imp.

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Factors influencing customer behaviour

020406080

100

Adv

t.

Sch

emes

Initi

alIn

vest

men

t(S

C)

Ava

iliabi

lity

Talk

Val

ue

Influ

ence

Factors

% o

f R

es

po

nd

en

ts

Very Imp.

Important

Moderately Imp.

Less Imp.

SC- Switching Cost

Influence of Dealer, family and friends also plays an Important Role in the Buying decision of customer.

Graph 7:-

Matrix is the most preferred brand however Clay and Uniconnect are potential Competitors in the market.

Matrix is the most preferred brand however Clay and Uniconnect are potential Competitors in the market.

Preference while taking first time Connection

28%

25%8%15%

8%

16% MatrixClay

UniconnectRoam 1

Reliance Calling Card

Others

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Graph 8:-

Matrix has more than 60% satisfied Customers, however Clay and Uniconnect also have more than One third of their satisfied customers.________________________________________________

Graph 9:-

Satisfaction Level for Various Operators

0%20%40%60%80%

100%

Mat

rix

Clay

Unicon

nect

Relian

ce C

C

Loca

l sim

card

s

Other

sDissatisfiedPartially SatisfiedFully Satisfied

Matrix Image

Quality

Trust

Latest tech

Value for money

Popularity

Reliable

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Matrix is known basically for High Quality, Trust and Reliable Services.

Matrix is known basically for High Quality, Trust and Reliable Services.

Graph 10:-

Matrix has excellent Availability with the Dealers but lacks Sales force Interaction.

Matrix has excellent Availability with the Dealers but lacks Sales force Interaction._______________________________________________________

Graph 11:-

0%20%40%60%80%

100%

% of Respondents

Availability Auth.

Service

Center

Interaction

with sales

person

Customer

Care

Parameters

Customers Perception about Matrix

Poor

Average

Good

Excellent

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Customers think that MATRIX’S connectivity is up to the mark.

0%

50%

100%

% of cust.

Cust. Satisftn Connectivity Economy Advt.

Parameters

Customers Perception about Matrix

Poor

Average

Good

Excellent

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Graph 12:-

Matrix is the most preferred brand which is been given by customers

Ranking as per customer satisfaction Obtained by DSA feedback

Ma

trix

Cla

y

Un

ico

nnec

t

Loc

al

Sim

C

ar

d Re

lian

ce

Oth

ers

Cellular Operators

Ranking

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Chapter – 6Suggestion and Conclusion

SUGGESTION

-At this point of market evolution, various Country Specific Sim card operators in the

industry believe that their core competency is managing their network and not just

managing brand. A source indicate that the next most potential market player Clay even

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believe that this is a time to be investing in the business and not to save cost through

outsourcing. So Matrix should consider this viewpoint and think about the risk involved

in outsourcing its core competence that is network operations.

-Matrix should try to counter the WLL by providing lower tariffs to certain users or high

end users i.e. to follow discriminatory or product-mix pricing strategy.

-Matrix must try to increase its post-paid subscriber base.

-Matrix should try to add more and more countries in its sim cards kitty.

-Matrix must try to come out with some specific plans, which are attractive for corporate

because it is the segment with the highest mobile usage.

-Main advantage of WLL is its tariff plan. So GSM service providers should try to reduce

their tariff if possible at least initially.

-More proportional schemes should be launched to incorporate the perfect blend of push

and pull. So Matrix should provide dealers and distributor more perks and incentives.

-Emphasis on more effective Public Relation exercise should be given by sponsoring

various events to expand its reach.

-Matrix should think seriously regarding the ‘Ethics’ and ‘Belief in transparency’

parameters in which it is lagging behind since a no. of years.

-In the interest of subscribers Matrix should take serious steps regarding the ‘textual

harassment’ in consent with the regulatory bodies.

-Matrix should incorporate further innovations to outsmart the most potential competitor

that is Clay

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-Matrix should rectify and upgrade the billing system to avoid customer dissatisfaction

and discretion in regards of erroneous bills.

-Matrix should think positively to tap the companies indulging in Viral Marketing.

CONCLUSION

After analyzing the findings of the research we can conclude that Matrix with strong

brand recognition is a market leader. Matrix Cellular that is the most respected company

in the telecom sector is still lagging behind Clay on the ground of ethics and belief in

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transparency. Pre paid cards are less popular as they are not so consumer friendly and

recharging is a hassle while travelling abroad.

Most of the subscribers on an average spend Rs 3000/trip. As Matrix the only company

having the largest market share with Clay and Uniconnect also following the steps of

Matrix to increase the customer base, Matrix must seriously look into the loop holes in its

marketing strategy and tariff plans to increase its subscriber base in the industry. Matrix

should catch on its core strengths and competencies like wide network throughout India,

own ILD and a basket full off value added services to compete with the others potential

players in the market. Matrix can adopt marketing strategies like low activation fees, free

airtime and other VAS to attract new customers and also try to retain the existing

customer base through providing quality service and better customer care service.

Although people are aware about the tariff plans offered by WLL service providers, but

right now they are not in hurry to avoid it. The public wants to wait and watch their

respective performances.

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Chapter – 7Limitations

LIMITATIONS

1. The study is restricted to Delhi only.

2. The population size is very small as compare to actual size.

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3. There can be errors in sampling

4. Time constraints were there.

5. People might give their biased option

BIBLIOGRAPHY

Books

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MARKETING MANAGEMENT– “Introduction to MARKETING” – SWAPNA

PRADHAN ( TATA McGRAW-HILL)

BUSINESS LINE - boom: ADS can give the extra thrust-S. D. Nai

BUSINESS : The debate rages- Shanthi Venkataraman, Thursday, Nov 24, 2005 INDIAN BRAND FOUNDATION – BRAND INDUSTRY, BRANDING.

Websites

http://www.mckinseyquarterly.com/category_editor.aspx?L2=5

http://www.cfoasia.com/link.htm

http://www.strategy-business.com

http://www.cia.gov/cia/publications/factbook/geos/in.html

http://www.retailadvisors.net/

http://www.ibef.org/

http://www.retail.com/

http://www.retailbiz.com/

http://www.trai.com/

Magazines

SOURCE: MATRIX, Annual Report 20010-11 (Updated on 31st Dec, 20011)

ANNEXURE

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Personal Information:Name of m/s: …………………………………………………..Name of establishment/store.Address:………………………………………………………………Phone:………………………………………..E-mail:………………………………………..

1. Type of Outlet:Corporate Offices Airport Travel Agents Any other (please specify)…………………….

2. Location:Visibility- (a) Premium Location (b) Average Location(c) Not Good Location

3. Type of Area:Mall Commercial Residential Industrial Office Complex

4. Since how long you are in this business/ profession?0-1year 1-3years 3-5years 5 or more years

5. Since how long you are dealing with Matrix?0-1year 1-3years 3-5years 5 or more years

6. Basically which of the operators you deal with?Matrix Clay Uniconnect Roam 1 Reliance Passport

7. Any particular reason for dealing with the above mentioned operators?………………………………………………………………………………………………………………………………………………………………………………………………

8. How much commission you get from these companies?On new connectionMatrix Clay Uniconnect Roam 1 Reliance Passport

9. Which connection do the customers prefer when they come at your doorstep?Matrix Clay Uniconnect Roam 1 Reliance Passport

10. Which connection you advise for customers?

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Matrix Clay Uniconnect Roam 1 Reliance Passport

11. What is the ranking of various operators in terms of fewer complaints?Matrix Clay Uniconnect Roam 1 Reliance Passport

12. Any suggestions for Matrix? …………………………………………………………………………………………………………………………………………………………………………………………….

I Value your SuggestionsThanks

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