Joseph Kurian

8/17/2019 Joseph Kurian

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CHAPTER 1

INTRODUCTION

1.1 INDUSTRY PROFILE

The Indian telecommunications industry has experienced high growth

in recent years. According to Cellular Operators Association of India (COAI), total

number of mobile subscribers in India has increased from approximately .!

million as of "arch #$$% to approximately #!.!& million as of April !, '!. The

total number of fixed line subscribers has increased from approximately #&.

million as of "arch !#, #$$% to approximately !%.% million as of "arch !#, ''.

The following Table illustrates the growth in the Indian telecommunications

industry.

As on "arch !#st

#$$% #$$ #$$$ ' '# '' '! '&

"obile *ubscribers !!$ ' #' #& !% +&!# #!!& '+#&

ixed -ine *ubscribers(thousands)

#&&! #%' '#$& '+## !'&!+ !%%#'/ot

A0ailable/ot

A0ailable

1ata released by COAI periodically

1ata for #$$% to '# is based on annual reports of 2*/-. 1ata for '' isbased on 3o0ernment *tatistics.

#


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The Indian telecommunications mar4et is under penetrated and hence

offers tremendous growth potential. The mobile and fixed line penetration le0els

in India are lower than those in most de0eloped countries in the world. The

following factors are expected to contribute to the growth of the Indian

Telecommunications Industry5

• 6conomic 3rowth and continued de0elopment of the Indian

6conomy5

• 7igher growth rate of ser0ice oriented sector, leading to an

increased demand for telecommunication ser0ices8

• Increased use of Information Technology and Internet , leading to a

large demand for data communication ser0ices8

• 1eclining tariffs, reduced e9uipment cost and reduced handset

costs o0er time.

• Increasing customer choice and demand for 0alue added ser0ices8

and

• Increasing globalisation of the Indian 2usiness, leading to increase

international 0oice : data traffic.

• Industry analysts expect the telecom ser0ices industry in India to

grow rapidly.

1.1.1 Regulatory Framework

The go0ernment has liberali;ed the telecommunication ser0ices sector

and opened it for pri0ate participation. The regulatory establishment for the

certain telecommunication ser0ices is as follows5

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1. CO%PANY PROFILE

2harti 6nterprises has been at the forefront of technology and has

re0olutioni;ed telecommunications with its world


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2harti 6nterprises also manufactures and exports telephone terminals

and cordless phones. Apart from being the largest manufacturer of telephone

instruments, it is also the first telecom company to export its products to the *A.

1..1 &'art( )rou* +Stru$ture

The 2harti group has been structured to create speciali;ation, both

functional and operational to ser0e the best interests of the organi;ation as well

as the customer. 3i0en below is a graphical representation of the group

structure5

1.. &'art( Tele+,e!ture#

2harti Tele


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approximately %.!& million mobile and approximately +%, fixed line

customers, as of "ay !#, '&.

1..- &USINESS STRATE)Y

2harti Tele


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• ixed


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and the unidentified potential a0ailable in the mar4et. The organi;ation needs to

understand the changing scenario ta4ing place in the mar4et with respect to their

business. All these could be achie0ed only by understanding the mar4et

sentiments.

Thus through a *tudy to understand the current penetration le0el of

their product, the organi;ation can moti0ate the current efforts of their sales force

and efforts could be ta4en to reduce the wea4ness, complaints, and also could

come up with new attracti0e schemes according to the expectations of the

retailers. Beeping the abo0e 0iew in the mind ob?ecti0es for the study are set and

are gi0en below.

.1.1 Pr(mary O0e$t(2e

To find out the current >etail =enetration le0el of Airtel =re=aid cards in

Coimbatore.

.1. Se$o!"ary O0e$t(2e#

To identify the factors ta4en into account by the retailers while they go

for *helfingJ/on *helfing of Airtel products.

To identify the =erformance of Airtel =re =aid card in Coimbatore.

. SCOPE OF THE STUDY


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The study underta4en at 2harti Cellular -td aims to find out the current

le0el retail penetration of its Airtel =re=aid cards and also to identify the

preferences ta4en into account by the retailers while they go for *helfingJ/on

*helfing the product.

This has been achie0ed by ta4ing down the respondentKs 0iews and

responses indi0idually by the researcher, using a 9uestionnaire. The researcher

as4s the research 9uestions in the 9uestionnaire to the respondent in a face


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.- LI%ITATIONS OF THE STUDY

The pro?ect >etail penetration le0el of Airtel pre paid cards has

0arious limitations. *ome of the limitations that would be sub?ected to the

research are gi0en below5

#. The presence of uneducated sales people in the retail outlet, who is

merely unaware of the word 9uestionnaire itself, is one of the main

limitations to the research.

'. The non


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CHAPTER -

RESEARCH %ETHODOLO)Y

-.1 Re#ear$' De#(g!

>esearch design is the specification of procedures for collecting and

analy;ing the data necessary to help, identify or react to a problem or opportunity

such that the difference between the cost of obtaining 0arious le0els of accuracy

and the expected clue of the information associated with each le0el of accuracy

is maximi;ed. A =erformance "onitoring type of research design is applied for

the *tudy on GReta(l Pe!etrat(o! Le2el O3 A(rtel PrePa(" Car"# (!

Co(m0atore4 w(t' re#*e$t to t'e Area o3 ,S, Age!$(e#H.

-. Sam*le De#(g!

##


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The population as a whole is considered for the study, as the si;e of

the population is finite in nature. nder the boundary region of @*@ agencies

and with respect to the category of outlets mentioned by the company there is a

total of !% retail outlets in Coimbatore. Thus this !% *

=uram, =eelamedu Area, Cross Cut >oad, >amnagar, and = / =allayam. These

fi0e areas are selected primarily because8 these are those areas, which comes

under the boundary of @*@ Agencies. Other than that certain other factors such

as Income le0el of the people, Dal4 in acility, Accessibility, etc are also

considered while selecting the sample frame. Thus from the abo0e mentioned

sampling frame, the category of outlets which would be concentrated for the data

collection procedures would be8 "obile *er0ice Centre, 1uty =aid *hop, 2oo4s :*tationary *hop, =harmacy *hop, 3eneral *tores, 1ept. *tores, 2rowsing

Centre, and =CO *hop.

-.6 Sam*l(!g Te$'!(7ue

#'


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*ince the population is clearly defined there is on need for the

sampling procedure and sampling techni9ues. Thus this is not applicable for thistype of a study.

-.8 Data Colle$t(o! Pro$e"ure

1ata collection is the most impeccant aspects in the research process.

The data is collected from the respondents using a structured 9uestionnaire.

There are two types of data i.e. =rimary data and *econdary data.

-.8.1 Pr(mary Data < This type of data is collected directly from the respondents

by the researcher using the 9uestionnaire as an instrument and personal

inter0iew as the communication medium for collecting it. The researcher directly

0isits at all the fi0e sampling frame and as4s the research 9uestions to each

respondent and record it for the further analysis and interpretation purpose.

-.8. Se$o!"ary Data The researcher collects this type of data indirectly,

before starting of with his research acti0ities. There are two types of secondary

data. They are8

-.8..1 I!ter!al Data5 The internal data for the research acti0ities such as the

total /o. of Airtel Outlets, total /o. of Airtel =CO outlets, etc are collected from the

company database.

#!


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-.8.. E9ter!al Data5 The external data such as the total /o. Of retail outlets

with respect to the area and category is collected from the respecti0e Coimbatore

Lonal Corporation Offices.

Thus after consolidation, the total number of retail outlets a0ailable in

the sample frame with respect to the category of outlet is gi0en below, which

would clearly define the population.

Area

CATE)ORY OF OUTLETS%o0(leSer2($eCe!tre

DutyPa("

S'o*

&ook :Stat(o!a

ry

P'ar ma$y

)e!.Store#

De*tStore#

&row#(!g

Ce!tre

PCOS'o*#

Ot'er#

=eelamedu #& # #+ # # #' &'

=./. =alayam $ $ #$ $ # # #%

>am /agar ! ' & #' ## # % '

>.*. =uram #' # #$ + & & #'

Cross Cut>oad % ' ! #

Total -;<

-.< Feature# o3 =ue#t(o!!a(re

The 9uestionnaire was designed 4eeping in mind the research

ob?ecti0es for the study, respondentKs ability and willingness to answer accurately,

etc. The preliminary considerations re9uired for the preparation of the9uestionnaire ha0e been ta4en care.

The type of 9uestions incorporated in the 9uestionnaire includes,

#&


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#) O*e!+e!"e" =ue#t(o!#> Open These 9uestions are closed ended 9uestions

with only two options li4e yesJno, trueJfalse.

6g5 1oes your outlet sell telecom products such as =re=aid Cards,

recharge coupons etc.

!) %ult(*le $'o($e =ue#t(o!#> These 9uestions include ! to % specified

options and the respondent should select form the choices gi0en.

6g5 Are you satisfied with its performance in the storeN

(a) @ery *atisfied

(b) *atisfied

(c) /eutral

(d) /ot *atisfied

(e) /ot at all *atisfied

-.; Stat(#t($al Tool# U#e"

*ince the population as a whole is being considered for the study,

percentage analysis tool is used for the analysis and interpretation purpose. The

inferences and conclusions are drawn through this process.

#


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CHAPTER

ANALYSIS AND INTERPRETATION

The collected data is analysed through simple percentage and charts

and these are used to interpret the results from the data. The inferences gi0en

below the Table will ma4e the reader to understand the problem as well as the

solution to the problem.

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TA&LE 1

TA&LE SHO?IN) THE DISTRI&UTION OF OUTLET ON THE &ASIS

OF ITS CATE)ORY

Area%o0(leSer2($e

DutyPa("S'o*

&ook :Stat(o!ary

P'arma$y)e!eralStore#

De*tStore#

&row#(!gCe!tre

PCOS'o*

Ot'er#

=66-A"61 ## .% #! #&.+ #' !.$ !.$# $.! !'.#

=./=A-AMA"

## ## '!.&+ ## #' #.'! $. '.$$

>A" /A3A> & '.+! #.! #+ #& #.!' $.'# !+.&

>.*. =>A" #& .+ ' '#.$ +. &.+ &. $.$ #!.+&

C>O** CT>OA1

& #.! '! %.+$

I!ter*retat(o!

A maximum of !'.# and #&.+ belong to Others Category and

=harmacy Category in the =eelamedu Area.

A maximum of '!.&+ and '.$$ belong to =harmacy category

and Others Category in = / =allayam Area.

A maximum of !+.& and # belong to Others Category and

3eneral *tores Category in >amnagar Area.

A maximum of '.& and #!.+& belong to =harmacy and Others

category in the > * =uram Area.

A maximum of !. and '!. belong to "obile *er0ice Centre

and 2oo4s and *tationary *hop Category in Cross Cut >oad Area.

#%


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#

CHART 1Chart *howing the 1istribution of Categories of Outlets in different Areas


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TA&LE

TA&LE SHO?IN) DISTRI&UTION OF TELECO% @ NON TELECO% OUTLET

AREA TELECO% NON TELECO%

=66-A"61 . .$

=./. =A-AMA" &&.&& .+

>A" /A3A> &&.%& .'+

>.*. =>A" '.'% &%.%!

C>O** CT >OA1 #

I!ter*retat(o!

A Telecom Outlet is defined as one which *helf =re paid cards in their

outlet. A /on Telecom outlet is defined as one which does not shelf =re =aid

cards in their Outlet. Thus among the category of outlet defined by the company,

the of outlet selling Telecom J /on Telecom Outlet in different area are gi0en

below.

In =eelamedu area we ha0e a . to .$ ratio between

Telecom and /on Telecom outlet. A &&.&& to .+ ratio between Telecom

and /on Telecom outlet in = / =allayam Area, A &&.%& to .'+ ratio

between Telecom and /on Telecom outlet in >am /agar Area, A '.'% to

&%.%! ratio between Telecom and /on Telecom outlet in > * =uram Area, A

# ratio between Telecom and /on Telecom outlet in = / =allayam Area,

#$


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'


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TA&LE -

TA&LE SHO?IN) THE DISTRI&UTION OF CO%PETITORS IN THETELECO% OUTLETS

AREA A(r$el &PL &SNL Rel(a!$eTata

Tru*a("A(rtel

=66-A"61 '#.'% '#.'% #%.+ #&.! !.#% ''.+'

=./. =A-AMA" '!.'& '.&' #+.$ #&. '.## '!.'&

>A" /A3A> '!.'+ #$.! #. #'.& !. '.

>.*. =>A" ''.&$ '.#' #.! #'.&! '.$+ '+.+!

C>O** CT>OA1

#.+& '.!& #+.$ ##.+ #.#% ''.!

I!ter*retat(o!

=eelamedu Area has a . of Telecom outlets. Among these

''.+' of Outlets had Airtel, and its nearest competitor in this area was Aircel

and 2=- with a '#.'% each. Tata Trupaid had the minimum presence of !.#%

in this area. = / =allayam Area has a .&& of Telecom outlets. Among these

'!.'& of Outlets had Airtel and Aircel. Its nearest competitor in this area was

2=- with a '.&' . Tata Trupaid had the minimum presence of '.## in this

area.

>am /agar Area has a &&.%& of Telecom outlets. Among these

'. of Outlets has Airtel. Its nearest competitor in this area was Aircel with a

'!.'+ of presence. Tata Trupaid had the minimum presence of !. in this

area. > * =uram Area has a maximum of # of Telecom outlets. Among

these '+.+! of Outlets has Airtel. Its nearest competitor in this area was Aircel

with a ''.&$ of presence. Tata Trupaid had the minimum presence of '.$+ in this area.

Cross Cut >oad has a '.'% of Telecom outlets. Among these

''.! of Outlets has Airtel. Its nearest competitor in this area was 2=- with a

'.!& of presence. Tata Trupaid and >eliance has a minimum presence of

#.#% and ##.#+ in this area.

'#


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''


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TA&LE

TA&LE SHO?IN) THE RANIN) OF DIFFERENT &RANDS &Y THERETAILERS FOR THE PEELA%EDU AREA

Parameter# A(r$el &PL &SNL Rel(a!$eTata

Tru*a("A(rtel

>an4 # '#.$ .$ .&% #.+! #.+ &+.

>an4 ' !'.# #.$& ##.%' '!.&& .% '#.$

>an4 ! '.!# !&.! #%.#$ #.#+ .% #%.#$

>an4 & '.!# '#. . #'. '.!& #.+

>an4 .&% ''.++ '#. !%. #.+ #.#+

>an4 + #.+ '.!& .% $'.$% !.#!

I!ter*retat(o!

In =eelamedu area Airtel was >an4ed # by &+. of the retailers,

>an4ed ' by '#.$ of >etailers, >an4ed ! by #%.#$ of >etailers, >an4ed &

by #.+ of >etailers, >an4ed by #.#+ of >etailers, and >an4ed + by !.#!

of >etailers.

Among the other brands, Aircel was >an4ed # by '#.$ of retailers,

2=- was >an4ed # by .$ of retailers, 2*/- was >an4ed # by .&% of

retailers, >eliance was >an4ed # by #.+! of retailers, Tata Trupaid was

>an4ed # by #.+ of retailers for the area =eelamedu.

'!


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'&


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TA&LE 6

TA&LE SHO?IN) THE RANIN) OF DIFFERENT &RANDS &Y THERETAILERS FOR THE P N PALLAYA% AREA


Tru*a("A(rtel

>an4 # '!.#% !.++ &. #$.# &+.!&

>an4 ' !$.' +.# %.!' '.%! '$.'%

>an4 ! '#.$ '$.'% #$.# #!. #.

>an4 & #!. !&.# &!.$ &. #.'' '.&&

>an4 '.&& '+.! '!.#% .&+ #.'' &.

>an4 + #.'' $%.+ #.''

I!ter*retat(o!

In = / =allayam area Airtel was >an4ed # by &+.!& of the retailers,

>an4ed ' by '$.'% of >etailers, >an4ed ! by #. of >etailers, >an4ed &

by '.&& of >etailers, >an4ed by &. of >etailers, and >an4ed + by #.''

of >etailers.

Among the other brands, Aircel was >an4ed # by '!.#% of retailers,

2=- was >an4ed # by !.++ of retailers, 2*/- was >an4ed # by &. of

retailers, >eliance was >an4ed # by #$.# of retailers, Tata Trupaid was

>an4ed # by of retailers for the area = / =allayam.

'


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'+


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TA&LE 8

TA&LE SHO?IN) THE RANIN) OF DIFFERENT &RANDS &Y THERETAILERS FOR THE RA% NA)AR AREA

I!ter*retat(o!

In >am /agar area Airtel was >an4ed # by !+.& of the retailers,

>an4ed ' by ''.!% of >etailers, >an4ed ! by ''.!% of >etailers, >an4ed &

by %.$ of >etailers, >an4ed by of >etailers, and >an4ed + by '.+! of

>etailers.

Among the other brands, Aircel was >an4ed # by #.%$ of retailers,

2=- was >an4ed # by '.+! of retailers, 2*/- was >an4ed # by #.&' of

retailers, >eliance was >an4ed # by ' of retailers, Tata Trupaid was >an4ed

# by of retailers for the area >am /agar.


Tru*a("A(rtel

>an4 # #.%$ '.+! #.&' ' !+.&

>an4 ' '+.!' $.'# #%.## ' ''.!%

>an4 ! #!.#+ #.%$ ' '!.+ ''.!%

>an4 & '.$ ''.!% '%.+! #!.#+ %.$

>an4 #.%$ #.! ##.& .'+

>an4 + #.!' #.!' #.!' $'.## '.+!

'%


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'


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TA&LE <

TA&LE SHO?IN) THE RANIN) OF DIFFERENT &RANDS&Y THE RETAILERS FOR THE R S PURA% AREA


Tru*a("A(rtel

>an4 # #$.!' %.$ .+ #.# '.'% &+.$

>an4 ' !+.!+ %.$ ##.!+ #.# '+.#&

>an4 ! '!.+ &'. #'. %.$ #.#& #'.

>an4 & $.$ '$. &'. #.$# #.#& '.'%

>an4 #.'! $.$ '%.'% !.+& +.' +.'

>an4 + #.#& !. #.#& #.#& .+& .+

I!ter*retat(o!

In > * =uram area Airtel was >an4ed # by &+.$ of the retailers,

>an4ed ' by '+.#& of >etailers, >an4ed ! by #'. of >etailers, >an4ed & by

'.'% of >etailers, >an4ed by +.' of >etailers, and >an4ed + by .+ of

>etailers.

Among the other brands, Aircel was >an4ed # by #$.!' of retailers,

2=- was >an4ed # by %.$ of retailers, 2*/- was >an4ed # by .+ of

retailers, >eliance was >an4ed # by #.# of retailers, Tata Trupaid was

>an4ed # by '.'% of retailers for the area > * =uram.

'$


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!


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TA&LE ;

TA&LE SHO?IN) THE RANIN) OF DIFFERENT &RANDS&Y THE RETAILERS FOR THE CROSS CUT ROAD AREA


Tru*a("A(rtel

>an4 # !. %.+$ !.&+

>an4 ' !.%% %.+$ %.+$ %.+$ &+.#

>an4 ! %.+$ !. #.! #.! #.!

>an4 & %.+$ #.! !.&+ !.&+

>an4 #.! !.%% !.%% #.!

>an4 + %.+$ %.+$ &.+'

I!ter*retat(o!

In Cross Cut >oad area Airtel was >an4ed # by !.&+ of the

retailers, >an4ed ' by &+.# of >etailers, >an4ed ! by #.! of >etailers,

>an4ed & by of >etailers, >an4ed by of >etailers, and >an4ed + by

of >etailers.

Among the other brands, Aircel was >an4ed # by !. of retailers,

2=- was >an4ed # by %.+$ of retailers, 2*/- was >an4ed # by of

retailers, >eliance was >an4ed # by of retailers, Tata Trupaid was >an4ed #by of retailers for the area Cross Cut >oad.

!#


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!'


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TA&LE B

TA&LE SHO?IN) THE RETAILERS CHOICE ON THE PRODUCTSPERFOR%ANCE IN THEIR OUTLET

Car" Name Peelame"u P.N PalayamRam

Nagar R.S

PuramCro## Cut

Roa"

Airtel !+.! !'.& '.# &&.# &.+

2=- #$.+% #$.! %.+$ $.$ $.$

2*/- &.$' #+.#! #.! '.%&

>eliance $.& +.& .#! .&

Tata Trupaid

Aircel '.% '+.! &+.% !.# .'

I!ter*retat(o!

Dhen retailers of all the fi0e areas was as4ed to name one product

which they felt is performing in their outlet, the response was as gi0en below.

In all the area most of the retailers named Airtel and Aircel, as the product

performing in their outlet. In =eelamedu area the ratio was !+.! to '.% .

In = / =allayam area the ratio was !'.& to '+.! . In >am /agar area the

ratio was '.# to &+.% . In > * =uram area the ratio was &&.# to !.# . In

Cross Cut >oad area the ratio was &.+ to .'.

!!


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!&


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TA&LE 1

TA&LE SHO?IN) THE REASONS POINTED OUT &Y THE RETAILERSFOR THE PERFOR%ANCE OF AIRTEL &RAND IN THEIR OUTLET

Parameter# Peelame"u P.N. PalayamRam

!agar R.S.

PuramCro## Cut

Roa"

Choice # &.#% . '.$ .# .

Choice ' &.#% . '.$& !.! $.

Choice ! .!! . '$. .# #.

Choice & !!.!! &!.'& . '.#! '#.

Choice &.#% .## #&.%# +.! #.

Choice + &.! !'.&! '+.&% !+.#% !$.

I!ter*retat(o!

Dhen retailers of all the fi0e areas were as4ed to state the reason for

the brand AirtelKs performance in their outlet, the response was as gi0en below.

In area =eelamedu, &.! of retailers stated the reason for the AirtelKs

performance as GChoice + G. !!.!! of retailers stated the reason for the AirtelKs

performance as GChoice & G. In area = / =allayam, &!.'& of retailers stated the

reason for the AirtelKs performance as GChoice & G. !'.&! of retailers stated the

reason for the AirtelKs performance as GChoice + G.

In area >am /agar, '$. of retailers stated the reason for the

AirtelKs performance as GChoice ! G. '+.&% of retailers stated the reason for the

AirtelKs performance as GChoice + G. In area > * =uram, !.! of retailers stated

the reason for the AirtelKs performance as GChoice ' G. !+.#% of retailers stated

the reason for the AirtelKs performance as GChoice + G.

In area Cross Cut >oad, !$. of retailers stated the reason for the

AirtelKs performance as GChoice + G. '#. of retailers stated the reason for the

AirtelKs performance as GChoice & G.

!


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!+


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TA&LE 11

TA&LE SHO?IN) THE OF TELECO% OUTLETS SELLIN) AIRTELPREPAID CARDS AND SI% CARDS

AREA YES NO

=66-A"61 %.#! '#.

=./. =A-AMA" $#.&! .%

>A" /A3A> $%.+ '.$&

>.*. =>A" '.'% &%.%!

C>O** CT >OA1 #

!%


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TA&LE 1

TA&LE SHO?IN) THE SATISFACTION LE,EL OF RETAILERS SELLIN)AIRTEL PREPAID CARDS

Parameter# Peelame"uP N

PallayamRam

Nagar R.S

Puram

Cro##Cut

Roa"

@ery *atisfied !.'! &+. !!.!! '#.%& #.#

*atisfied !.'! '#. '&.'& !$.#! +!.+&

/ot *atisfied #!.$ #'. #.# #$.% #.#

/ot at all*atisfied

&.+ #'.#' '.#%

/eutral '.$! #.% #.# #%.!$

I!ter*retat(o!

In =eelamedu area !.'! of retailers said that they are G@ery

satisfiedH with the products performance and &.+ of retailers said that they are

G/ot at all satisfiedH with the product. In = / =allayam area &+. of retailers

said that they are G@ery satisfiedH with the products performance and #'. of

retailers said that they are G/ot *atisfiedH with the product.

In >am /agar area !!.!! of retailers said that they are G@ery

satisfiedH with the products performance and #'.#' of retailers said that they

are G/ot at all satisfiedH with the product. In > * =uram area !$.#! of retailers

said that they are G*atisfiedH with the products performance and '.#% of

retailers said that they are G/ot at all satisfiedH with the product.

In Cross Cut >oad area +!.+& of retailers said that they are

G*atisfiedH with the products performance and #.# of retailers said that they

are G/ot *atisfiedH with the product.

!


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TA&LE 1-

TA&LE SHO?IN) LE,EL OF A)REEA&LENESS @ DISA)REEA&LENESS OF THERETAILERS OF THE PEELA%EDU AREA TO?ARDS A FE? STATE%ENTS

Stateme!t

PARA%ETERS

AgreeCom*letely

AgreeSomew'at

Ne(t'er Agree

!or D(#agree

D(#agreeSomew'at

D(#agreeCom*letely

*tatement # !.$# '.!& .$ #.#+ ''.++

*tatement ' '&.'' '.% '#. '!.&& &'.$%

*tatement ! +'. +#.%' &!.% $.!

*tatement & .$ $.! #.% #.+! ##.%'

*tatement .% .% .% %.! #'.

I!ter*retat(o!

In =eelamedu area a maximum of ''.++ of retailers, G1isagree

completelyH towards *tatement # and a minimum of '.!& of retailers GAgree

*omewhatH towards *tatement #.

A maximum of &'.$% of retailers G1isagree completelyH towards

*tatement ' and '.% of retailers, GAgree *omewhatH towards *tatement ' in

the other extreme.

A maximum of +'. of retailers GAgree completelyH towards

*tatement ! and &!.% of retailers, G1isagree *omewhatH towards *tatement !

in the other extreme.

A maximum of #.% of retailers G/either Agree /or disagreeH

towards *tatement &. A maximum of #'. of retailers G1isagree completelyH

towards *tatement .

&


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TA&LE 1

TA&LE SHO?IN) LE,EL OF A)REEA&LENESS @ DISA)REEA&LENESS OF THERETAILERS OF THE P N PALLAYA% AREA TO?ARDS A FE? STATE%ENTS

Stateme!t

PARA%ETERS

Agree

Com*letely

Agree

Somew'at

Ne(t'er Agree

!or D(#agree

D(#agree

Somew'at

D(#agree

Com*letely

*tatement # +.#% %. ##.## ##.## ''.''

*tatement ' '$.+! '%.#+ #+. ''.'' '$.+!

*tatement ! .+' .+' &.!' &+.$# '.&%

*tatement & #!. #!. #!. ##.## '.$!

*tatement #.'! &.$& .+& #$.%

I!ter*retat(o!

In = / =allayam area a maximum of ''.'' of retailers, G1isagree

completelyH towards *tatement # and a minimum of +.#% of retailers GAgree

CompletelyH towards *tatement #. A maximum of '$.+! of retailers G1isagree

completelyH and GAgree completelyH towards *tatement '.

A maximum of &.!' of retailers G/either Agree nor disagreeH

towards *tatement !. A maximum of '.$! of retailers G1isagree completelyH

towards *tatement &. A maximum of #$.% of retailers G1isagree completelyH

towards *tatement also.


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&'


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TA&LE 16

TA&LE SHO?IN) LE,EL OF A)REEA&LENESS @ DISA)REEA&LENESS OF THERETAILERS OF THE RA% NA)AR AREA TO?ARDS A FE? STATE%ENTS

Stateme!t

PARA%ETERS

AgreeCom*letely

AgreeSomew'at

Ne(t'er Agree

!or

D(#agree

D(#agreeSomew'at

D(#agreeCom*letely

*tatement # %.$ +. %.$ %.$ '.$

*tatement ' '.$ '#. '+.!' '+.!' '%.+!

*tatement ! &.+ .'+ &&.%& &.%$ %.$

*tatement & #.! #!.#+ #&.&% #%.## #%.##

*tatement #.! #!.#+ #&.&% #%.## #%.##

I!ter*retat(o!

In >am /agar area a maximum of '.$ of retailers, G1isagree

completelyH towards *tatement # and a minimum of +. of retailers GAgree

*omewhatH towards *tatement #. A maximum of '.$ of retailers GAgree

completelyH towards *tatement ' and '%.+! of retailers, G1isagree completelyH

towards *tatement ' in the other extreme.

A maximum of .'+ of retailers GAgree *omewhatH towards

*tatement ! and &.%$ of retailers, G1isagree *omewhatH towards *tatement !

in the other extreme. A maximum of #%.## of retailers G1isagree completelyH

towards *tatement & and a minimum of #.! of retailers GAgree completelyH

towards *tatement & in the other extreme and same in the case of *tatement .

&!


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TA&LE 18

TA&LE SHO?IN) LE,EL OF A)REEA&LENESS @ DISA)REEA&LENESS OF THERETAILERS OF THE R S PURA% AREA TO TO?ARDS A FE? STATE%ENTS

Stateme!t

PARA%ETERS

Agree

Com*letely

Agree

Somew'at

Ne(t'er Agree

!or D(#agree

D(#agree

Somew'at

D(#agree

Com*letely

*tatement # #!.+& #'. #.$# #.# !'.$

*tatement ' !.'! !#.' '#.$ '$. !.'!

*tatement ! !.+& &.& &!.# #%.

*tatement & ##.!+ $.$ #.'! &. %.$

*tatement #.#& #.#& '.'% &. +.'

I!ter*retat(o!

In > * =uram area a maximum of !'.$ of retailers, G1isagree

completelyH towards *tatement # and a minimum of #'. of retailers GAgree

*omewhatH towards *tatement #.

A maximum of !.'! of retailers G1isagree completelyH and GAgree

completelyH towards *tatement '. A maximum of of retailers G/either Agree

/or disagreeH towards *tatement !.

A maximum of ##.!+ of retailers GAgree completelyH towards

*tatement & and a minimum of %.$ of retailers G1isagree completelyH towards

*tatement &. A maximum of +.' of retailers G1isagree completelyH towards

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*tatement and a minimum of #.#& of retailers GAgree completelyH towards

*tatement .

&+


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TA&LE 1<

TA&LE SHO?IN) LE,EL OF A)REEA&LENESS @ DISA)REEA&LENESS OF THERETAILERS OF THE CROSS CUT ROAD AREA TO?ARDS A FE? STATE%ENTS

Stateme!t

PARA%ETERS

AgreeCom*letely

AgreeSomew'at

Ne(t'er Agree

!or D(#agree

D(#agreeSomew'at

D(#agreeCom*letely

*tatement # !.&+ &+.# !.&+ +#.& %+.$'

*tatement ' !.&+ !.%% '!. %.+$

*tatement ! %.+$ %.+$ '!. #.! %.+$

*tatement &

*tatement

I!ter*retat(o!

In Cross Cut road area a maximum of %+.$' of retailers, G1isagree

completelyH towards *tatement # and a minimum of &+.# of retailers GAgree

*omewhatH towards *tatement #. A maximum of !.&+ of retailers GAgree

completelyH towards *tatement ' and %.+$ of retailers, G1isagree *omewhatH

towards *tatement ' in the other extreme.

A maximum of '!. of retailers G/either Agree nor disagreeH

towards *tatement ! and %.+$ of retailers, G1isagree completelyH and GAgreecompletelyH towards *tatement ! in the other extreme. As far as the *tatement &

and *tatement is concerned, none of the retailers opted for this statement.

&%


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TA&LE 1;

TA&LE SHO?IN) THE LE,EL OF INTEREST FOR THE NON TELECO%OUTLET RETAILERS TO?ARDS SHELFIN) OF AIRTEL PRODUCTS

AREAPARA%ETERS

I!tere#te" Not I!tere#te"

=66-A"61 &. &.$

=./. =A-AMA" !!.!! ++.+%

>A" /A3A> '.% %#.&!

>.*. =>A" .&+ .&

C>O** CT >OA1

I!ter*retat(o!

=eelamedu area saw the maximum interest from the non telecom

outlets towards shelfing of Airtel products with a &. .

> * =uram saw the second best interest towards shelfing of Airtel

products from the non telecom Outlets with a .+ .

>am /agar saw the maximum non interested non telecom outlets

towards shelfing of Airtel =roducts with a %#.&! .

= / =allayam saw the second best non interested non telecom outlets

towards shelfing of Airtel products with a ++.+% .

&$


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TA&LE 1B

TA&LE SHO?IN) THE REASONS STATED &Y NON TELECO% OUTLETRETAILERS FOR NON SHELFIN) OF THE AIRTEL PRODUCT

I!ter*retat(o!

=eelamedu area saw the retailers stating the reasons as GChoice #H

with a !+.!+ , GChoice H with a !!.!! and GChoice +H with a #.# .

= / =allayam area saw the retailers stating the reasons as GChoice H

with a &'.&' , GChoice #H with a '#.'# and GChoice &H with a #.# .

>am /agar area saw the retailers stating the reasons as GChoice #H

with a & , GChoice H with a !!.!! and GChoice !H with a #!.!! .

> * =uram area saw the retailers stating the reasons as GChoiceH

with a !!.!! , GChoice +H, GChoice 'H, GChoice #H with a '.! .

Parameter

Area

Peelame"uP.N.

PalayamRam

Nagar R.S.

PuramCro## Cut

Roa"

Choice # !+.!+ '#.'# &. '.! .

Choice ' !.! +.+ +.+% '.! .

Choice ! !.! #'.#' #!.!! . .

Choice & $.$ #.# +.+% &.#% .

Choice !!.!! &'.&' !!.!! !!.!! .

Choice + #.# . . '.! .

#


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!. As far as the penetration le0el is concerned Airtel had the

maximum penetration le0el in all the areas. The margin is not

that too big, which has to be the noting point as in future this

could be changed. or 6.g.) In =eelamedu area Airtel had a

penetration le0el up to ''.+' where as it nearest competitor

Aircel and 2=- had a penetration le0el up to '#.'% which is a

matter of concern. *imilarly in other areas too, which is clearly

e0ident in Chart !.

&. Dhen the respondents was as4ed to ran4 the 0arious prepaid

card ser0ice pro0ided by different operators depending on its

performance, sales, etc in their outlet, Airtel was G>an4ed #H by

most of the retailers in all the areas except in Cross Cut road

Area. Cross Cut >oad area saw Airtel being G>an4ed #H by

!.&+ of retailers, when compared to Aircel which was

G>an4ed #H by !. of retailers.

. Dhen retailers was as4ed to name any one prepaid card, which

they felt is performing in their outlet, most of the retailers in all

the area opted for Airtel except for two area. I.e. in >am /agar

area and Cross Cut >oad area where &+.% to .' of

retailers opted for Aircel.

+. The reason stated by the ma?ority of retailers for AirtelKs

performance in their outlet was GChoice +H. Other than this

some of the retailers also was harping on GChoiceH & as thereason for AirtelKs performance in their outlet. The percentage

distribution of the abo0e is a0ailable on Table #.

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%. The percentage of Telecom Outlets selling Airtel =repaid cards

is outstanding and is a positi0e sign on the image of the brand

and its performance when compared to its competitor.

. In =eelamedu area !.'! of retailers said that they are G@ery

satisfiedH with the products performance and &.+ of retailers

said that they are G/ot at all satisfiedH with the product

$. In =eelamedu area !.'! of retailers said that they are G@ery

satisfiedH with the products performance and &.+ of retailers

said that they are G/ot at all satisfiedH with the product

#. In = / =allayam area &+. of retailers said that they are

G@ery satisfiedH with the products performance and #'. of

retailers said that they are G/ot *atisfiedH with the product

##. In >am /agar area !!.!! of retailers said that they are G@ery

satisfiedH with the products performance and #'.#' of

retailers said that they are G/ot at all satisfiedH with the product

#'. In > * =uram area !$.#! of retailers said that they are

G*atisfiedH with the products performance and '.#% of

retailers said that they are G/ot at all satisfiedH with the product

#!. In Cross Cut >oad area +!.+& of retailers said that they are

G*atisfiedH with the products performance and #.# of

retailers said that they are G/ot *atisfiedH with the product

#&. Dhen the /on telecom selling Outlet was as4ed whether they

are interested in shelfing Airtel products, the response was

encouraging as =eelamedu area saw the maximum interest

from the non telecom outlets towards shelfing of Airtel products


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6. SU))ESTIONS

*ome of the suggestions that ha0e e0ol0ed J recogni;ed by the

researcher to the company, during the study are gi0en below.

As can be obser0ed from Table # the ratio of /on telecom outlet is greater

when compared to the telecom outlet except in one area i.e. >am /agar.

These non telecom outlets thus act as an unexplored area which in turn

means potential mar4et for the company. These are those outlets which

are either not yet been approached by the competitors or not yet been

disco0ered by them which in turn means first comer ad0antage. Thus if

approached with attracti0e retail margin pac4age and offers it is possible

to con0ert them to Airtel Outlet and tap the unexplored potential business.

Other than the companies mar4eting and promotional effort, there is some

thing else which could create an impact on the penetration le0el of the

product i.e. 1istributor ser0ice, as distributor plays the middle man role

between the company and the retailer. The retailer after shelfing the

product expects something called as distributor ser0ice, which the

distributor sales people ha0e to gi0e and this has to be trained J taught by

the company to the distributor sales people, which would reduce the

retailer attrition rate, increase the penetration le0el and would be in a

position to satisfy one of the retailer preferences.

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The retailer had to be constantly updated with the new and latest schemes

from the company by the distributor sales people as this had to be

con0eyed to the customer by the retailer.

"ost of the /on Telecom >etail outlet people are as4ing for credit facility

on the initial basis to get started of with their business, so if the company

could come up with some schemes, they would be in a position to con0ert

most of the /on Telecom outlet to Airtel outlet.

The retail margin pro0ided the other ser0ice pro0ider is comparati0ely

superior to the one pro0ided by the Airtel. As most of the retailers who saidthat they are Gnot satisfiedH stated this as one of the ma?or reasons. *o if

the company could re0ise some how their plans on the retail margin, this

could also reduce retail attrition rate and also would be in a position to

con0ert some of the non telecom outlets to Airtel outlets.

The recently included formalities regarding the filling up of the form also

disturbs the 0iew of the retailers towards the prepaid business, as they

loose their 0aluable time on maintaining these forms. This is another

reason stated by the retailers. If some alternati0e source could be formed

by which the filling up ?ob of the form is ta4en away from the retailers could

also moti0ate some to go for prepaid card selling business and also could

stop retailer attrition rate to some extent.


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+

Joseph Kurian

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