Project on retailers perception on visibility of the product (airtel) SUBMITTED TO WESTBENGAL UNIVERSITY OF TECHNOLOGY IN PARTIAL FULFILLMENT OF THE REQUIREMENTS

OF DEGREE OF MASTERS OF BUSINESS ADMINISTRATION SESSION 2010-2012 By Parmit sarkar

CENTER FOR MANAGEMENT STUDIES,

Page |2

JIS COLLEGE OF ENGINEERING, KALYANI AFFILIATED TO WESTBENGAL UNIVERSITY OF TECHNOLOGY

PREFACE
The MBA programme is well structured and integrated course of business studies. The main objective of practical training at MBA level is to develop skill in student by supplement to the theoretical study of business management in general. Industrial training helps to gain real life knowledge about the industrial environment and business practices. The MBA programme provides student with a fundamental knowledge of business and organizational functions and activities, as well as an exposure to strategic thinking of management. In every professional course, training is an important factor. Professors give us theoretical knowledge of various subjects in the College but we are practically exposed of such subjects when we get the training in the organization. So any branch of study, whether its economics, sociology, accountancy or it is mathematics physics & chemistry. Al should contain some practical session. It is only the training through which I come to know that what an industry is and how it works. I can learn about various departmental operations being performed in the industry, which would, in return, help me in the future when I will enter the practical field. Training is an integral part of MBA and each and every student has to undergo the training for 6 to 8 weeks in a company and then prepare a project report on the same after the completion of training. The aim of the particular course is to provide necessary exposure to an MBA .student about what is really happening in an industry, how individual is working in different sector such as Marketing, Finance, Human resource sector.

Page |3

During this whole training I got a lot of experience and came to know about the management practices in real that how it differs from those of theoretical knowledge and the practically in the real life. In todays globalize world, where cutthroat competition is prevailing in the market, theoretical knowledge is not sufficient. Beside this one need to have practical knowledge, which would help an individual in his/her carrier activities.

ACKNOWLEDGEMENT

I Parmit Sarkar of MBA 3rd semester of JIS College of Engineering thank in particular Mr. Dhruvojyoti Chatterjee (Zonal sales manager of Airtel) for assigning me this project and encouraging us to write in the first place. I am indebted tour internal guide Mrs. Swati Pal who have been helpful throughout the process of writing this Report and helping us by giving their valuable suggestions but as the clich goes, I am solely responsible for any remaining errors of fact or judgment. Once again we thank everyone who helped us in our project without the help of whom this project would not have been possible. As we know research work needs hard work, keen insight and long patience with scholarly vision based on content operation hence it becomes a humble duty to express my grateful thanks is also extended to Mr. Pritul kr. Chakroborty, Assistant professor (Centre for management Studies) and my all faculty members for the proper guidance and assistance extended by them who helped me at every step whenever needed.

Page |4

Place:

Signature:

Declaration
I will take pleasure in declaring that the project titled ' RETAILERS PERCEPTION ON VISIBILITY OF THE PRODUCT", is undertaken by me is an original and authentic work done by me. This project is being submitted to partial fulfillment for award of degree of Master in Business Administration from JIS College of Engineering, Kalyani.

The content of this project is based on the information collected by me during my tenure at Bharti Airtel Ltd Kolkata from 08.07.2011 to 06.09.2010.

Date:

Parmit Sarkar.

Page |5

CONTENTS
TITLE Chapter 1 Executive summery. Scenario of telecom sector in India. Companys introduction. 7 8-9 10-11 PAGE NO.

Chapter 2-- Company profile. Board of Directors. Marketing strategies. Achievement. Awards and recognition. 12-14 14-15 16 18 19

Chapter 3-- Objective of the study. Limitation of the study. Scope of the study. 20 20-21 22

Chapter 4---

Page |6

Need for research. Research methodology used. Statistical tool used. Data presentation tool.

23 24-27 27-29 30

Chapter 5-- Data analysis and interpretation. 31-37

TITLE Chapter 6-- Findings. Recommendation. Conclusion. Chapter 7-- Bibliography Annexure.

PAGE NO.

38 39 40

41 42-44

Page |7

Executive Summery
The topic of my study is visibility of the product that is how the company is promoting its products by proving advertisements through posters in an retail outlet. The more the visibility the more company tries to make its presence feel in the market. Advertisements can be done in varies forms through television through radio and so on, but one of the most popular way is through the posters in the outlet. Many people may not watch television may not listen to the radio either but when they move out of their houses they may see the posters or banners of the company in the market which really creates an awareness of the product the among the people. So my main concern of study is how well Airtel company is promoting its product through these kinds of advertisements in the outlet. The company faces a stiff competition from other telecom companies. So my study shows the position of Airtel company in the market compared to the other companies in the market. In other word, my aim is to study the advertisement effectiveness of Airtel cellular service in a retail outlet.

Page |8

Page |9

SCENARIO OF TELECOM INDUSTRY IN INDIA

Identifying the telecom sector as one of the prime movers to the Indian economy, new telecom policies and regulation by Government of India aims at establishing world-class telecommunication infrastructure in the country. Indian telecom services are the fastest growing of all the telecom sectors in the world. The Indian telecommunication industry, offers an ideal setting for investment. The rise in demand for telecom services in India is not restricted only to the basic telephony services. It has rather expanded its horizon to cellular, radio paging, valueadded services, Internet, and global mobile communication by satellite services in the country. Predicting the growth many analysts envision that the demand of Indian telephony and cellular services are expected to rise further over the next few years.

It was thrown open to private players in the 1990s. The country is divided into multiple zones, called circles (roughly along state boundaries) and the four largest cities (Delhi, Mumbai, Kolkata and Chennai) are circles in their own right. The government owned BSNL runs local, mobile and long distance telephone services all over the country (except in the Delhi and Mumbai circles). Several private companies give competition to BSNL/MTNL in different circles.

Landlines: Landline service in India is primarily run by BSNL (MTNL in Delhi and Mumbai). There are other companies too, such as Touchtel and Tata Teleservices which do not have a pan-Indian presence. Reliance Infocomm has licences to provide services all over the country, but have started off only with CDMA mobile and fixed mobile services (where the phone is not wired to the exchange, but is used like a fixed line at home or office).

Landlines are now facing competition from mobile telephones (GSM and CDMA based). Mobile phone connections are readily available from private companies for relatively low prices. The competition has forced the government owned monopoly BSNL (MTNL in Delhi and Mumbai) to become more efficient. The landline network quality has improved and

P a g e | 10

landline connections are now usually available on demand, even in high density urban areas. In addition to the government monopoly, there are several private landline telephone companies, notably Reliance and Tata Teleservices and Bharti (which runs the landline company Touchtel and the mobile company Airtel).

Long distance service is now more comprehensive and cheaper, carried primarily on fiber optic cable. There are several private long distance companies, the government owned BSNL continues to use its monopoly against them. However, the competition has caused prices to drop and calls across India are now comparable in price to calls across the continental United States. Mobile Cellular: The mobile service has seen phenomenal growth since 2000. In fact, in September, 2005 the number of mobile phone connections have crossed fixed-line connections. Currently there are an estimated 50 million mobile phone users in India compared to 45 million fixed line subscribers. The rules allow for up to 4 mobile phone companies in each circle (one is always BSNL). India primarily follows the GSM mobile system, in the 900 MHz band. Recent operators also operate in the 1800 MHz band. The dominant players are Airtel (almost all over India), Hutch, Idea cellular (from the Tata group) and BSNL/MTNL. There are many smaller players, with operations in only a few states. International roaming agreements exist between most operators and many foreign carriers. A recent entrant has been the Reliance group, which originally only had licences for landline service. Loopholes in the regulations allowed it to set up mobile operations across India using CDMA technology. Since it hadn't paid the high fees for mobile licenses, it could offer calls at very low rates. This resulted in high competition with the established mobile players, with lower prices and increased features all around. Eventually the telecommunications regulator (TRAI) stepped in and leveled the playing field, but the low prices have stayed.

P a g e | 11

Companys Introduction
Bharti Tele-Ventures
It is one of India's leading private sector providers of telecommunications services based on an aggregate of 28,702627 customers as on September 30, 2010, consisting of 27,081,349 GSM mobile and 1,651,278 broadband & telephone customers. The businesses at Bharti TeleVentures have been structured into three individual strategic units (SBUs) 1) mobile services2) broadband and telephone services (B&T) 3) enterprise services. The Mobile services group provides GSM mobile services across India in23 telecom circles, while B&T business group provides broadband &telephone services in 94 cities. The Enterprise Services group has two sub-units carriers (long distance services) and services top corporate. All these services are provided under the. Airtel brand .Bharti Enterprises has been at the forefront of technology and has revolutionized telecommunications with its world class products and services. Established in 1976, Bharti has been a pioneering force in the telecom sector with many firsts and innovations to its credit .Bharti provides a range of telecom services, which include Cellular, Basic, and Internet and recently introduced National Long Distance. Bharti also manufactures and exports telephone terminals and cordless phones. Apart from being the largest manufacturer of telephone instruments in India, it is also the first company to export its products to the USA. Bharti is the leading cellular service provider, with a footprint in 16 states covering all four metros. It has over 12 million satisfied customers Bharti Enterprises have successfully focused its strategy on telecom while straddling diverse fields of business.

P a g e | 12

'Airtel',
One of India's finest brands, to becoming the largest manufacturer and exporter of world class telecom terminals under its brand beetel.

'Beetel' Brand, Bharti has created a significant position for itself in the global telecommunications sector. Bharti Tele-Ventures is today acknowledged as one of India's finest companies, and its flagship brand 'Airtel', has over 12 million customers across the length and breadth of India. While a joint venture with TeleTech Inc., USA marked Bhartis successful foray into the Customer Management Services business, Bharti Enterprises dynamic diversification has continued with the company venturing into telecom software development. Recently, Bharti has successfully launched an international venture with EL Rothschild Group owned ELRO Holdings India Ltd., to export fresh Agri products exclusively to markets in Europe and USA.

"What other operators have achieved in one to two years, Bharti has done in just over a month. In July 2010, one out of every two people buying a mobile across India chooses AirTel. We are truly proud to be spearheading the mobile revolution in the country." - Sunil Bharti Mittal, Chairman, Bharti Tele-Ventures in 2002.

P a g e | 13

Companys profile
AIRTEL
Airtel comes to you from Bharti Tele-Ventures Limited - a part of the biggest private integrated telecom conglomerate, Bharti Enterprises. A consortium of giants in the telecommunication business. In its six years of pursuit of greater customer satisfaction, AirTel has redefined the business through marketing innovations, continuous technological up gradation of the network, introduction of new generation value added services and the highest standard of customer care. Bharti is the leading cellular service provider, with an all India footprint covering all 23 telecom circles of the country. It has over 12 million satisfied customers. Cellular telephony was introduced in India during the early 1990s. At that time, there were only two major private players, Bharti (Airtel) and Essar (Essar) and both these companies offered only post-paid services initially, the cellular services market registered limited growth. Moreover, these services were mostly restricted to the metros. Other factors such as lack of awareness among people, lack of infrastructural facilities, low standard of living, and government regulations were also responsible for the slow growth of cellular phone services in India.

P a g e | 14

Although the cellular services market in India grew during the late 1990s (as the number of players increased and tariffs and handset prices came down significantly) the growth was rather marginal. This was because the cellular service providers offered only postpaid cellular services, which were still perceived to be very costly as compared to landline communications. Following this realization, the major cellular service providers in India, launched pre-paid cellular services in the late 1990s. The main purpose of these services was to target customers from all sections of society (unlike post-paid services, which were targeted only at the premium segment).

Vision
BY 2012 AIRTEL WILL BE THE MOST ADMIRED BRAND IN INDIA: 1) LOVED BY MORE CUSTOMERS.

2) TARGETED BY TOP TALENT.

3) BENCHMARKED BY MOREBUSINESS

P a g e | 15

Bhartis Mission
To be globally admired for telecom services that delights the customers. We will meet global standards for telecom services that delight customers through 1) Customer Service Focus 2) Empowered Employees 3) Cost Efficiency 4) Unified Messaging Solutions 5) Innovative products and services 6) Error- free service deliver

Board of Directors
The Board of Directors of the Company has an optimum mix of Executive and NonExecutive Directors, which consists of three Executive and fifteen Non-Executive Directors. The Chairman and Managing Director, Mr. Sunil Bharti Mittal, is anExecutive Director

and the number of Independent Directors on the Board is 50% of the total Board strength. The independence of a Director isdetermined on the basis that such director does not have any m aterialpecuniary relationship with the Company, its promoters or its management, which may affect the independence of the judgment of Director. The Board members possess requisite skills, experience and expertise required to take decisions, which are in the best interest of the Company. The composition of the Board is as under:

P a g e | 16

Sunil Bharti Mittal Rajan Bharti Mittal Akhil Gupta Rakesh Bharti Mittal Chua Sock Koong N. Kumar Kurt Hellstorm Donald Cameron Paul OSullivan Professor V.S. Raju Pulak Chandan Prasad Bashir Abdullah Currimjee Gavin Darby Syeda Imam Ajay Lal York Chye Chang Paul Donovan .

P a g e | 17

MARKETING STRATEGIES OF AIRTEL

1) The Company has developed the following strategies to achieve its strategic objective. 2) Focus on maximizing revenues and margins. 3) Capture maximum telecommunications revenue potential with minimum geographical coverage. 4) Offer multiple telecommunications services to provide customers with a "one-stop shop" solution. 5) Position itself to tap data transmission opportunities and offer advanced mobile data services. 6) Focus on satisfying and retaining customers by ensuring high level of customer satisfaction. 7) Leverage strengths of its strategic and financial partners. 8) Emphasize on human resource development to achieve operational efficiencies.

P a g e | 18

Basic and Cellular Services

P a g e | 19

Achievements
First to launch Cellular service on November 1995. First operator to revolutionaries the concept of retailing with the inauguration of AirTel Connect (exclusive showrooms) in 1995. First to introduce push button phone in India. First to expand its network with the installation for second mobile switching center in April, 1997 and the first to introduce the Intelligent Network Platform First to provide Roaming to its subscribers by forming an association called World 1 Network. First to provide roaming faacility in USA. Enjoy the mobile roaming across 38 partner networks & above 700 cities Moreover roam across international destinations in 119 countries including USA, Canada, and UK etc with 284 partner networks. BHARTI announces agreement with VODAFONE marking the entry of the World's Largest Telecom Operator into India Bharti Enterprises and AXA Asia Pacific Holdings Limited announce Partnership for a life insurance joint venture in India Airtel Launches future factory - Centers of Innovation to Incubate Pioneering Mobile Applications 16 states, 600 million people. Only India's leading mobile service offers you the truly 'freedompacked' Prepaid! It is also the first company to export its products to the USA. Bharti Cellular Limited is also the first telecom company in the World to receive the ISO 9001:2000 certification from British standards institute.

P a g e | 20

Awards and Recognitions of the Company till Date.

Voted Indias most innovative company in a survey conducted by The Wall Street Journal in 2009. Winner of the Gallup Great Workplace Award- Gallup Consulting, 2008. 2nd Most Trusted Service Brand - Annual Economic Times-Brand Equity, Most Trusted Brands survey 2008. Best Content Service Award for its Farmer Information Dissemination Platform for Bharti. Airtels joint venture with IFFCO, IKSL (IFFCO Kisan Samachar) - World Communications Awards 2010. Best Project Management Award for its Gujarat e-GRAM project - World Communications Awards 2008. Best Telecom Company at the NDTV Profit Business Leadership Award.

P a g e | 21

Objectives of the study.

1) To find whether there is any significant difference between various markets of telecom or not. 2) To find whether the different telecom service providers differ significantly or not. 3) To find whether there is any significant difference between service provided by sales executive in different markets or not. 4) To find whether service of field sales executives of different telecom service providers differ significantly or not.
5) To establish the theoretical foundation of telecom industry .

6) To study about the scope of telecom industry and look at the efforts made by different telecom companies as far as the visibility is concerned.

Limitation of the study

In this project, I have tried to present facts with figures penetrating to my survey skill it has some limitation, which are there in this project need identification.

1) Time constraint this is one of the great draw back which was faced by me when I was going through my research work as we had a limited time period to complete our project work the sample size was quiet limited. More data could have been collected if time would have permitted us.

P a g e | 22

2) Money constraint another factor affecting the study is the limited money at our disposal. As we were not been paid by our company and all the expenses were born by us there was a limitation of money which acted as an drawback for the study. 3) Reluctance of Respondents this was a great problem faced while taking the survey as most of the respondents were reluctant to open there mouth and speak up. So this hampered my survey to a great extent. 4) Geographical constraint this problem was related to the time constraint as we needed to complete the project in a stipulated time. So we were not able to take a large geographical area instead my study was limited to few parts of north 24 parganas . 5) Limited number of respondents last but not the least the limited number of respondents is another factor which suggests that the sample survey is done on a small number of retailers thus the result drawn may be different from that of the universe.

P a g e | 23

Scope of the study

By this study visibility of Airtel has been found out, which can be used in formulation where it stands with respect to its competitors in the market of north 24 Parganas, West Bengal.

1. Lacking & factor for dissatisfaction has been studied from Retailer point of view which can be taken care & improved.

2. Getting an opportunity to interact with the Retailers and know about their perception.

3. Creating awareness & finding out some important information in respect to the visibility of Airtel from the potential retailers.

4. To study the visibly of AIRTEL compared to the other companies in the market such as a. VODAFONE b. RELIANCE c. IDEA.

5. This study on visibility of the product is the study as to how Airtel makes the presence fell of its product in the market through its promotional activities .this study of mine help one to determine as to where the company stands in these areas with its other competitors as far as the visibility is concerned. This information of mine is found out by asking few questions from the retailers of these areas.

P a g e | 24

Need for Research

Today we have seen that connectivity has started playing a very important role in our life. It was never before in the past that the connectivity such a long overwhelming role. Now- a-days most of the companies have set their eyes to target customer by positioning themselves with different set of customized technologies for its clients. The same has found expression in visibility or promotion offered by Airtel, having their own strategy the company has its own way of promoting its brands through various attractive posters, banners and hoardings. There are so many telecom companies in the market which are fighting for their position in the market, and I am making a hypothesis on few of the major question which would help us know, where actually the company stands in the following north 24 perganas market. Thus are role as researcher we are using various analytical tool like Anova, Pie charts and so on to get to certain conclusions. There are various competitors of Airtel and with the help of these tools we would find out how well is the visibly or promotion of the Aitel company as compared to the other telecom company in the market. In my study I have taken just taken 4 telecom companies namely Airtel, Vodafone, Reliance, Idea into consideration so as to find out whose POP (Point of Purchase) is best among these companies, which companies FSE (Field Sales Executive) service is the best in the market among these companies, and how frequently do the retailers receive the POP of different companies.

P a g e | 25

Research methodology used.

Type Of Research
Research is common parlance refer to search of knowledge. It is a descriptive (Conclusion) type of research. In conclusive type of research as information needed clearly defined and finding can be used as in put in decision making. Conclusive research includes surveys and fact finding enquires of different kinds. The major purpose of descriptive research is description of the state of affairs exists in at present. This type of research investigates the cause and affects relationship between two and more variables.

Data collection.
Data is a collection of facts, such as values or measurements. It can be numbers, words, measurements, observations or even just descriptions of things. Data can be qualitative or quantitative.
Qualitative data is descriptive information (it describes something) Quantitative data is numerical information (numbers).

P a g e | 26

Types of data.
PRIMARY data is data that I have collected myself by using such methods as:
Direct observation - lets focus on details of importance to me; lets see a system in real
rather than theoretical use (other faults are unlikely or trivial in theory but quite real and annoying in practice);

Surveys - written surveys let you collect considerable quantities of detailed data. I had to
either trust the honesty of the people surveyed or build in self-verifying questions .

Interviews - slow, expensive, and they take people away from their regular jobs, but they
allow in-depth questioning and follow-up questions. They also show non-verbal communication such as face-pulling, fidgetting, shrugging, hand gestures, sarcastic expressions that add further meaning to spoken words. e.g. "I think it's a GREAT system" could mean vastly different things depending on whether the person was sneering at the time! A problem with interviews is that people might say what they think the interviewer wants to hear; they might avoid being honestly critical in case their jobs or reputation might suffer.

Logs (e.g. fault logs, error logs, complaint logs, transaction logs). Good, empirical,
objective data sources (usually, if they are used well). Can yield lots of valuable data about system performance over time under different conditions.

SECONDARY data is collected from external sources such as:

TV, radio, internet magazines, newspapers reviews research articles stories told by people you know

P a g e | 27

There's a lot more secondary data than primary data, and secondary data is a whole lot cheaper and easier to acquire than primary data.

Sample area My area of study consists of some parts in north 24 parganas mainly
(Naihati, Kakinara and Jagaddal).

Sample size Sampling size refers to total number of respondents targeted for collecting
the data for the research. The sampling size of my study is 75 respondents.

Sampling unit -- Sampling unit refers to smallest possible individual eligible

respondent. In my study the sampling unit is single individual retailer who sells Airtel connection in there outlet.

Research Design.
Exploratory research is a type of research conducted for a problem that has not been clearly defined. Exploratory research helps determine the best research design, data collection method and selection of subjects. It should draw definitive conclusions only with extreme caution. Given its fundamental nature, exploratory research often concludes that a perceived problem does not actually exist. Exploratory research often relies on secondary research such as reviewing available literature and/or data, or qualitative approaches such as informal discussions with consumers, employees, management or competitors, and more formal approaches through in-depth interviews, focus groups, projective methods, case studies or pilot studies. The Internet allows for research methods that are more interactive in nature. For example, RSS feeds efficiently supply researchers with up-to-date information; major search engine search results may be sent by email to researchers by services such as Google Alerts; comprehensive search results are tracked over lengthy periods of time by services such as Google Trends; and websites may be created to attract worldwide feedback on any subject.

P a g e | 28

Type of questionnaire
My questionnaire consists of some set of close ended questions. Close ended question refers to a) Type of question where respondent is asked to select from a fixed list of replies. b) Respondent has to choose any one of the option given or multiple options given. c) Respondents dont have to think much and answer within the options given.

Statistical tools used

For this study of mine I have used ANOVA as my statistical tool. An ANOVA is an analysis of the variation present in an experiment. It is a test of the hypothesis that the variation in an experiment is no greater than that due to normal variation of individuals' characteristics and error in their measurement. The tests in an ANOVA are based on the Fratio: the variation due to an experimental treatment or effect divided by the variation due to experimental error. The null hypothesis is this ratio equals 1.0, or the treatment effect is the same as the experimental error. This hypothesis is rejected if the F-ratio is significantly large enough that the possibility of it equaling 1.0 is smaller than some pre-assigned criteria such as 0.05 (one in twenty). To perform an Anova test three basic assumptions must be fulfilled: 1. Each group from which a sample is taken is normal. 2. Each group is randomly selected and independent. 3. The variables from each group come from distribution with approximately equal standard deviation. 4. There should a null hypothesis and alternative hypothesis. The null hypothesis is simply that all group population means are the same. The alternate hypothesis is that at least one pair of means is different.

P a g e | 29

If we have n observations classified into k groups then the table format of one-way ANOVA is shown below
Source variation of d. f. SS of MS (Mean squares) F ratio Ftabulated

(degrees of (sum freedom) squares) SSB

(Observed)

Between Groups k 1 (SSB) Within Groups n k (Error) (SSW) n1

MSB = SSB/(k 1)

F MSB/MSW

= F(0.05, k 1, n
k)

SSW

MSW=SSW/(n k)

Total

SST

The degrees of freedom (d.f.) for total variance will be equal to the number of items in all samples minus one i.e., (n 1). The degrees of freedom for between and within must add up to degrees of freedom for total variance i.e., (n 1) = (k 1) + (n k) If the observed F ratio is found insignificant in comparison with the tabulated F value with the same degrees of freedom then the independent variable does not exercise much influence on the dependent variable. Alternatively it can be derived using the following notations and steps k = Number of independent Samples or Groups n1 = Number of observations in the i - th sample N = Total number of observations in all the samples = n1 Xij = The j th observation in the i th group Ti = Total of the i th sample =

x
j

ij

P a g e | 30

T = Grand total of all observations = Ti = xij

x i = Mean of the sample = Ti/ni x = Grand mean of all observations = T/N

Correction Factor (CF) = T2/N Total SS = xij2 CF SSB = (Ti2/ ni) CF SSW = Total SS SSB D.F. (Degrees of freedom) for SSB = (k 1) D.F. (Degrees of freedom) for SSW = (N k) Mean squares between Groups (MSB) = SSB (k 1) Mean squares Groups (MSW) = SSW (N k) The observed values of F will be obtained on dividing MSB by MSW: F = MSB MSW Compare the F observed and F critical value at 5% and 1% level of significance corresponding to the degrees of freedom (k 1, N k). If the observed value of F equals or exceeds the tabulated value of F, we reject the null hypothesis, and conclude that all the populations means are not equal.

P a g e | 31

Data Presentation tools

Bar Charts - A graph very similar to a histogram is the bar chart. Bar charts are often used
for qualitative or categorical data, although they can be used quite effectively with quantitative data if the number of unique scores in the data set is not large. A bar chart plots the number of times a particular value or category occurs in a data set, with the height of the bar representing the number of observations with that score or in that category. The Y-axis could represent any measurement unit: relative frequency, raw count, percent, or whatever else is appropriate for the situation. Bar charts can be used quite effectively with quantitative data as well but some problems occur.

Pie chart

-- A pie graph (or pie chart) is a specialized graph used in statistics. The

independent variable is plotted around a circle in either a clockwise direction or a counter clockwise direction. The dependent variable (usually a percentage) is rendered as an arc whose measure is proportional to the magnitude of the quantity. Each arc is depicted by constructing radial lines from its ends to the center of the circle, creating a wedge-shaped "slice."The independent variable can attain a finite number of discrete values (for example, five).The dependent variable can attain any value from zero to 100 percent.

P a g e | 32

1) According to you whose POP (point of purchase) is best among all the networks in the market? H0: To find whether there is any significant difference between various markets of telecom or not. (Row) H0: To find whether the different telecom service providers differ significantly or not. (Column)

Markets Market1 Market2 Market3

Telecom Service Providers Airtel Vodafone Reliance Idea 17 20 2 18 14 2 16 17 3

3 1 2

Anova: Two-Factor Without Replication SUMMARY Row 1 Row 2 Row 3 Column 1 Column 2 Column 3 Column 4 Count 4 4 4 3 3 3 3 Sum 42 35 38 Average Variance 10.5 87 8.75 72.91667 9.5 65.66667

51 17 1 51 17 9 7 2.333333 0.333333 6 2 1

ANOVA Source of Variation Rows Columns Error Total

SS 6.166667 660.25 16.5 682.9167

df

MS F P-value F crit 2 3.083333 1.121212 0.385735 5.143253 3 220.0833 80.0303 3.14E-05 4.757063 6 2.75 11

P a g e | 33

Interpretation Thus from the above calculation we can make out that we accept null
hypothesis because the observed value is less than the table value so it seems that there is a significant differences between various markets of telecom and different telecom service providers differ significantly.

2) According to the retailers which companies FSE (Field Sales Executive) service is the best? H0: To find whether there is any significant difference between service provided by sales executive in different markets or not. (Row) H0: To find whether service of field sales executives of different telecom service providers differ significantly or not. (Column)

Markets Market1 Market2 Market3

Telecom Service Providers Airtel Vodafone Reliance Idea 15 12 1 11 14 2 16 14 1

1 1 2

Anova: Two-Factor Without Replication SUMMARY Row 1 Row 2 Row 3 Column 1 Column 2 Column 3 Column 4 Count 4 4 4 3 3 3 3 Sum 29 28 33 Average Variance 7.25 53.58333 7 42 8.25 61.58333

42 14 7 40 13.33333 1.333333 4 1.333333 0.333333 4 1.333333 0.333333

P a g e | 34

ANOVA Source of Variation Rows Columns Error Total

SS 3.5 457 14.5 475

df

MS F P-value F crit 2 1.75 0.724138 0.522741 5.143253 3 152.3333 63.03448 6.29E-05 4.757063 6 2.416667 11

Interpretation From the above calculation we can find out that we accept the null
hypothesis because we see that the observed value is less than the table value so it seems that there is no significant difference between service provided by sales executive in different markets i.e. the Row. But we reject the other null hypothesis that service of field sales executives of different telecom service providers differ significantly because the table value is smaller than the observed value .i.e. the column.

P a g e | 35

3) How frequently does the retailer receive the POP (Point of Purchase) of the following companies?

Column1 Company name

Column2 once in a week

Column3 once in 2 weeks 33 18 44 48

Column4 once in 3 weeks 40 1 3 8

Airtel Vodafone Reliance Idea

2 56 28 19

Interpretation From the above figure we can find out that the most frequently received POP
by the retailers is that of Vodafone than any other telecom company in that market. This shows that Vodafone stresses a lot on the visibility of its product. It has a very prompt service in the area and tries to deliver the POP once a week unlike other companies in the area.

P a g e | 36

4) Within how many days of a new scheme launch do the retailers receive the Airtel POP (Point Of Purchase)?

Company name Airtel

on the day of launch 15

after 3 days of launch 24

after a week

36

Interpretation From the above figure we can make out that in the area very rarely we see
that the company provides the posters on the day of launch of any new scheme or product. The picture shows that it takes about a week to provide the posters to the retailers, till that time the visibility is almost nil and people are ignorant about the new launches or any new product. Thus there need to be a prompt service in spreading the posters in the market so as to compete with other telecom companies.

P a g e | 37

5) According to the retailers are all the plans or tariff properly explained in the POP (Point Of Purchase)?

Company Yes Name Airtel 57

No

18

Interpretation The figure shows that most of the things in the posters are very well
explained and one can very easily understand whats given in the POP. So all the time they dont need to explain each and every thing to the customers. Only a few of them are dissatisfied about whatever is explained in the POP, but apart from them majority suggests that each and every thing is properly explained in the POP.

P a g e | 38

6) How much knowledge does the retailers have on whatever is explained in the POP (Point Of Purchase)?

Column1 Full knowledge Retailers 45

Little knowledge 21

No knowledge

Interpretation The above picture shows that majority of retailers have a very good
knowledge about the offers and schemes of Airtel. There are some of them who feel that they know even better than the customer care executives, but there are few others who feel that it is not possible to have a complete knowledge of the product as the schemes and tariff changes very frequently. For this reason company tries to keep them updated through the help of sms and so on. The sales executive also plays a very vital role in this as they need to aware the retailers about the product on the day to day basis. Some retailers are also there who have no knowledge as they have never showed any interest regarding this matter. Thus we get a mixed reaction but what we can suggest is that majority of the retailers have full knowledge of the product.

P a g e | 39

Findings
The data shows that a total sample size of 75 respondents was take for my research work. The segment consists of all kind of retailers irrespective of the type of shop the posses. As far as visibility is concerned in an outlet we can very easily make out that Vodafone is the leader leaving others behind. Vodafone and Airtel have a neck to neck completion in their services, but when it comes to visibility Vodafone wins the race. Vodafone provides it POP faster than any other companies to the outlet. Most of the retailers also suggest that the best POP in the market is that of Vodafone. We also see that when any new scheme is launched the most of the time the retailers receive the POP of those schemes after a week, very rarely it has happened that they get it on the day the scheme is launched, thus showing a drawback of the company. All the retailers in the market are well educated as far as the schemes and tariffs are concerned, they know their product very well except a few of them who are ignorant. Thus we find a clear market position of the telecom companies.

P a g e | 40

Recommendation
From the above analysis we can find out that Airtel does not possess great advertisement strategies as compared to Vodafone in the area. The above study clearly shows that in prospect of visibility Vodafone is the leading in the area compared to the other telecom companies in the market. The distribution of the POP is quiet prompt in Vodafone as a result I found out that, in respect to visibility every retailer praised this company leaving Airtel far behind. To my surprise I even found out that there were no Airtel posters in some of the outlet, so the company should not only focus on big towns as far as visibility and promotion is concerned ignoring these areas, like Airtel has a great visibility all across Kolkata. So unlike Vodafone they should appoint a separate merchandiser who would look after the time to time distribution of the POP in the market so as it increase their visibility and awareness of the products effectively. For positioning any new product in the market the company should obviously seek to provide a good visibility to make its presence feel. The company cannot complain about customer loyalty as the company earns reasonable amount of profit from these areas, but it need to spread awareness about its products on a frequent basis as Vodafone does. No doubt Airtel has a good brand image among the customers but still it has to pay a little attention to its visibility so as to be the leading telecom company in the area as the competitors can prove as threat to the company so far as visibility is concerned.

P a g e | 41

Conclusion
Good visibility is the way to spread awareness among the masses
My above analysis and study shows a very clear picture where the telecom companies stand in respect to their visibility of the product. Vodafone clearly stands out as a master leaving the other companies far behind. As far as other things are concerned like connectivity, talk time and so on it has a head to head competition with Airtel. They both have various loyal customers in the area, just because of their strong network around these areas. But as mentioned earlier the masses in these area are not so educated they hardly watch television, they rarely listen to the radio, but when they move out from their houses they may see the posters or various hoardings around which indeed create an awareness that such kind of offer or product is present in the market. The visibility of Airtel in major cities like Kolkata is far more superior to these places which are close to it. The company earns a great amount of profit from these areas so it should also not ignore these places as far as visibility is concerned. The company is quiet slow in providing the POP in time in these areas giving a fare chance to its competitors to take the advantage of it. As suggested earlier the company should keep separate merchandiser who would look after the visibility aspect of the company. Strong visibility of the competitors is rather a threat to the company, so I would like to conclude that it if Airtel can somewhat increase its visibility then no company can stop it from being the leading telecom company in the area leaving others far behind.

P a g e | 42

Bibliography

Books
I. Kotler Philip, Marketing Management, Millenium Edition.

II.

Marketing Management, Dr. S.L. Varshney and Dr. R.L. Gupta, Third Revised Edition, Sultan Chand and Sons.

III.

Kothari C.R., (2nd edition, reprint 2005) Research Methodology.

Magazines/ Journals
I. II. III. India today Business World Business Today

Websites
http://www.marketresearch.com http://www.google.com http://www.scribd.com http://www.bhartiairtel.com

P a g e | 43

Questionnaires
(Visibility of the product) 1) Name of the outlet 2) Area in which the outlet is located 3) Name of the shop owner and phone number -4) Type of shop a) Mobile store

date-

b) beetle shop c) others.

5) Name of the Distributor and Name of the FSE of Airtel?

6) Which place is the poster of Airtel situated in the outlet? a) Eye level. b) Side walls.

7) Are all the plan or tariffs are properly explained in the POP? a) Yes. b) No.

8) Whether the space which is allotted for Airtel advertisement in the outlet is eye catching? a) Yes. b) No.

P a g e | 44

9) How much knowledge does the shopkeeper has on whatever is explained in the POP (point of purchase)? a) Full knowledge b) little knowledge c) no knowledge.

10) What space is allotted to the Airtel poster in your outlet? a) One poster space space. b) Two poster space c) More than two poster

11) Do u have glow sign board in the outlet? a) Yes b) No.

12) If yes, do you put up the glow sign ? a) Daily. b) three days in a week.

13) According to you whos POP is best among all the networks in market?

Location

Airtel.

Vodafone

Reliance

Idea

Market 1 Market 2 Market 3

P a g e | 45

14) According to you which companies FSE (field sales executive) service is the best? a) Airtel. b) Vodafone. c) Reliance. d) Idea.

15) How frequently you receive the POP of the following companies? Company Name Airtel Vodafone Reliance Idea Once a week Once in 2weeks Once in 3 weeks.

16) Within how many days of a new scheme launch you receive the Airtel POP? a) On the day of launch b) After 3 days of launch c) After a week.

P a g e | 46