Constraints Involved in Churning Out a Customer’s

Primary Connection to a New Connection

BY:CH.Naveen Kumar1225209106MBA(RM)

GITAM INSTITUTE OF MANGEMENT

INTRODUCTION

Retail & telecom industry are the sunrise industries in INDIA & the combination of these two industries brings us the new product i.e. T24 mobile

T24 Mobile is GSM Mobile Service launched by Future Group jointly with Tata Teleservices.

RETAIL INDUSTRY

2nd largest telecom market after china.

Total subscriber base: 617.53 million & expecting 1.15 billion by 2013

Bharti Airtel is the leader with 24% market share.

Tata teleservices is 6th in India market with 10%market share.

Contributes 35% to Indian GDP.

5th most attractive emerging retail market, only 9% sector is organized

MNC’s in INDIA, wall mart Carrefour, Tesco etc.

Pantaloon Retail is INDIA’s leading retailer with various formats: Big Bazaar, Food Bazaar, Pantaloons, Central, Fashion Station, Brand Factory, E-Zone etc.

TELECOMM INDUSTRY

T24

Talk more, Shop more &

Shop more, Talk more

Need Scope

Complete Understanding of customer base. (choice & preferences)

Better understanding of constrains involved in switching over to new connection

Understanding Customers satisfactory levels on various aspects. (network offers/schemes, customer service)

Effective Launch of T24.

Use full in reducing constrains.

Identifying target customers.

Help in building future plans & strategies.

&of the Study

Objective of the Study

SWOT analysis of T24

Pre Launch Study

Post Launch Study

SWOT ANALYSIS

StrengthsWeaknessesOpportunitiesThreats

SWOT ANALYSIS

StrengthsWeaknessesOpportunitiesThreats

SWOT ANALYSIS

StrengthsWeaknesses OpportunitiesThreats

SWOT ANALYSIS

StrengthsWeaknessesOpportunitiesThreats

Pre Launch Study

One sim holders

In favor of T24 Not In favor T24

More Pre Paid users

Customer Preference

Switch to better alternative

More GSM users

Time period of Usage of network connection

Pre Launch StudyIn favor of T24 Not In favor T24

Major Constrains

Documentation

Communicating New no.

Network Coverage

Copying Contacts from old sim

Customer Service

Number series

Brand loyalty

Post Launch Study

“SHOP MORE TALK MORE AND TALK MORE SHOP

MORE” concept.

Is T24 providing better offers !

REMARK: Very less talk time is given on heavy shopping

Suggestions

T24 Customers can be updated with latest offers, discount sales etc via SMS or phone calls.(optional facility)

Should provide stationary while taking up T24 connection.

+ Instant Photographs for documentation. + Card readers to copy contacts from old to new sim. + Xerox machines.

Future Group Should look out for expansion in rural areas

More talk time can be provided on slow moving merchandise

Signal strength & service should be of good quality as it is most preferred by the customers.

Hire more personnel & experience staff from telecom industry.

Conclusion

T24 is a unique marketing alliance between a retailer & telecom operator, which offers direct access to millions of future group customers through its wide spread retail presence across India. The concept of “Shop More Talk more & Talk more Shop more” will redefine the telecom experience in the country and will take Indian retail industry to the next level.

Bibliography

Marketing Management by- Phillip Kotler

consumer behavior (9th edition) Leon Schiffman

Consumer Behavior by- basil G. Englis

www.wikipedia.com

http://consumer-behaviour.blogspot.com

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