Project Report- Back to College (One Mobile- Future-Axiom Telecom, Future Group)

FUTURE AXIOM TELECOM LIMITED

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INSTITUTE OF TECHNOLOGY & SCIENCE, GHAZIABAD

SUMMER TRAINING ON

BACK TO COLLEGE: AWARENESS & PROMOTION OF ‘ONE

MOBILE’ IN KOLKATA

Submitted in partial fulfillment of the requirements of

PGDM (2008-2010)

By

Mr. Barun Adak

PGDM (2008-2010)

Institute of Technology & Science

Ghaziabad

Under The Guidance of:

INDUSTRY MENTOR: & INSTITUTE MENTOR:

Mr. Raresh Shukla Prof. Mukhesh Porwal

Business Head Prof. of INSTITUTE OF

Future Axiom Telecom Ltd, TECHNOLOGY & SCIENCE

Eastern Zone Mohon Nagar, Ghaziabad

Future Group, Kolkata


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CERTIFICATE

This is to certify that the project titled “BACK TO COLLEGE: AWARENESS &

PROMOTION OF ONE MOBILE IN KOLKATA” submitted by Mr. Barun Adak, student

of PGDM (2008-10) in INSTITUTE OF TECHNOLOGY & SCIENCE, Ghaziabad for the

partial fulfillment of the requirement of the POST GRADUATE DIPLOMA IN

MANAGEMENT, embodies the bonafied work done by him under my supervision. I also

declare that this summer training project is a result of his effort and no part of this project work

has been published earlier for any degree or diploma for any institute or university.

( Mr. Rajesh Shukla )

Business Head, Eastern Zone

Future Axiom Telecom Ltd

Kolkata

Place :-

Date :-


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Acknowledgement

I am overwhelmed with pleaser and my deep sense of gratitude to my college for assigning me

such training opportunity which opened my vision towards practical experience of the theory

implications and practical applications studied in the first year.

I express my heartfelt thanks to my mentor in college Prof. Mukesh Porwal and all faculties in

my institute and also my mentor in company Mr. Rajesh Shukla, Business Head, Future

Axiom Telecom Ltd, Eastern Zone, Kolkata. Who has been provided us with guidance,

inspiration, perspective and stimulating discussion throughout the writing of this project.

I would like to extend my sincere thanks to the entire team of One Mobile in Zonal office,

Kolkata like Debojyoti Biswas sir, Biswajit Bora sir, Sayan Chakraborty sir, Manish Kumar

sir, Tania Bhattacharya mam and all others in the company for acting as the constant

motivating force for direct me towards right path and for the completion of the project.

I have all my appreciation for my parents whose unfailing inspiration, love and arduous effort

have enabled me to reach this level. And I would like to thanks to my friends and all the people

who are involved in this project directly or indirectly.


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Preface

It gives me great pleasure in presenting the report which gave me clear view of marketing

strategy of awareness and promotion, its various aspects and relating it with the company’s

management prospective.

The main consideration in writing the report was to present considerable information about

the company and about marketing strategy and its various areas.

The data collection was primary as well as secondary for the research and analysis purpose of

the company.


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Candidate’s Declaration

I hereby declare that the work presented in this project entitled “BACK TO COLLEGE:

AWARENESS & PROMOTION OF „ONE MOBILE‟ IN KOLKATA” submitted towards

completion of project in Third Semester of PGPRM at the Institute of Technology & Science,

Ghaziabad, is an authentic record of my original work carried out under the guidance of Mr.

Rajesh Shukla, Business Head, Eastern Zone, Future Axiom Telecom Limited.

I have not submitted the matter embodied in this project for the award of any other degree.

Barun Adak

PGDM (Third Sem)

Institute of Technology & Science

Ghaziabad


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Table of Contents

Sl. No. Contents Page No.

1. EXECUTIVE SUMMERY 5

2. INTRODUCTION 8

3. COMPANY PROFILE 11

4. OBJECTIVE 23

5. PROJECT WORK 24

6. METHODOLOGY 34

7. RESEARCH & ANALYSIS 36

8. FINDINGS 76

9. RECOMMENDATION 77

10. LIMITATION 78

11. CONCLUESION 79

12. APPENDIX 81

13. BIBLIOGRAPHY 85


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Executive Summery


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Future Group is the leading retailer in India, with many formats like Big Bazaar, Pantaloon, and

Central in its portfolio. Axiom head-quartered out of Dubai is the largest telecom retailer in the

GCC countries and is expanding its presence rapidly in South Africa, Egypt and UK.

India‟s top retailer, Pantaloon Retail is forming a new company to considerably scale up its

telecom retailing business in a 50:50 joint venture with UAE-based Axiom Telecom, for an

investment of $40 million. The venture aims for $20 crore revenues in first year of operations.

Future Axiom, the mobile distribution and Retail Company in India is launching a brand for

masses, One Mobile. Unveiling the business strategy for One Mobile, the company also

announced that they will intensify their presence to reach more than 58 cities and will increase

their current manpower by 400% by December 2009 through FMAL (Future Mobiles &

Accessories Ltd.), the communications retail arm of Future Group.

Pantaloons already have an Rs.500 crore mobile retail business through ConvergeM. It has a

three-pronged strategy – (1) M Bazaar (Shop in shop with Big Bazaar stores), (2) M Port

(independent brand stores) and (3) Gen M (kiosks in malls, multiplexes catering to impulse

buying).

The new company will distribute mobile handsets, accessories and set up service centre‟s across

India. It will also develop backend sourcing infrastructure for Pantaloon‟s existing telecom

business. The service centre‟s will also refurbish used phones, offering a one-year warranty on

them.

Mobiles will soon become the single largest electronic products retailed in the country. But

Pantaloon is not going for a private label mobile phone as prices are dropping regularly. Though

they are focusing on low-end used phones markets as well as on offering personalized and

lifestyle phones.

A study was undertaken at Pantaloon Retail India limited between 29th

of May till 8th

of July,

2009 where an endeavor was made to assess the training requirements of the awareness &


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promotion of One Mobile. For this purpose there require a well strategy to know the market well,

stated in the annual appraisal was taken into consideration.

Mainly we target the youth generation to promote the products and that‟s why we target the

colleges to do our promotional activities. To know the market we do a survey to capture the

perception of people from the market. Responses were collected and analyzed. Both qualitative

and quantitative data were obtained from various sources were taken into consideration. The

entire data collected was analyzed in order to find out awareness of One Mobile and prioritize

areas, which need immediate attention, opportunities to capture.


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Introduction


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Today is the era of competition. In this competitive market one has to present his or her product

in such a way so that it leaves the impression in the mind of others. Promotion is the way of

doing so. An effective advertisement helps in increasing the scale of the product. Promotion

conveys the features of the product to the end users. By the means of advertisement one can

know, what the new product available in the market are. One can also say promotion is the way

of communication by which a company promote about its products, so that general public know

about the product and how to use the product and how to use the product in his life and the

footfall of the customers increased in the company which automatically increase the sale of the

product get increased. It makes the general public know about the product, its features and its

wideness in range. So that they could attracted to increase footfall & generate sales automatically

and increase sales volume. And from customers perspective it provides them to choose better

quality product at minimal cost with maximum facilities which ultimately creates value to

company. Also it is the mean through which a company could distinguish itself from its

competitors in consumers mind.

So one can say that effective promotion helps in communicating about the product and increase

the footfall of customers in the shop and then automatically the volume of the sales increased.

In this competitive market awareness of products is very important to company‟s point of view.

By the means of awareness of products should think about these products when they consume

those types of products. Awareness is the first think by which customers know about the

products. Promotional activities create the awareness of products among the general people.

That‟s why promotion is very important for awareness which increases footfall of customers in

those shops or company and this automatically increases the sales of products. Awareness

increases the anxiousness to know about the product and also help to compare it with the

competitors. And ultimately it increases the value of the company and generates the sales of the

products.


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Future Axiom Telecom Ltd which carryout sales operation has also done some great job at

Kolkata as well as in Indian Scenario. Although they are not fully successful but they are getting

success in providing value to customers. They are doing promotion in the market to attract the

customers.

Need of the study:

The need of the study is to know about the Market, Customer retention, Competitors position,

Awareness of products, Product place and to know about the Strength, Weakness, Opportunities

and Threats of FUTURE AXIOM TELECOM LTD‟s ONE MOBILE shop for the sake of this

SWOT analysis is to be done which provide solution to the various problems and will help to

analyze various issues of ONE MOBILE.

The report provides relevant ideas and information which help Company to come out from

various problems.


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COMPANY PROFILE:-

Pantaloon Retail (India) Ltd:

Pantaloon Retail (India) Limited, is India‟s leading retailer that operates multiple retail formats

in both the value and lifestyle segment of the Indian consumer market. Headquartered in

Mumbai, the company operates over 12,000,000 square feet (1,100,000 m2) of retail space, has

over 1,000 stores across 71 cities in India and employs over 30,000 people.

The company‟s leading formats include Pantaloons, a chain of fashion outlets, Big Bazaar, a

uniquely Indian hypermarket chain, Food Bazaar, a supermarket chain, blends the look, touch

and feel of Indian bazaars with aspects of modern retail like choice, convenience and quality and

Central, a chain of seamless destination malls. Some of its other formats include, Depot, Shoe

Factory, Brand Factory, Blue Sky, ALL, Top 10 and Star and Sitara. The company also operates

an online portal, futurebazaar.com.

A subsidiary company, Home Solutions Retail (India) Limited, operates Home Town, a large-

format home solutions store, Collection i, selling home furniture products and E-Zone focused

on catering to the consumer electronics segment.

Pantaloon Retail was recently awarded the International Retailer of the Year 2007 by the US-

based National Retail Federation (NRF) and the Emerging Market Retailer of the Year 2007 at

the World Retail Congress held in Barcelona.

Pantaloon Retail is the flagship company of Future Group, a business group catering to the entire

Indian consumption space.


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Future Group:

Future Group is one of the country‟s leading business groups present in retail, asset management,

consumer finance, insurance, retail media, retail spaces and logistics. Future Group is present in

61 cities and 65 rural locations. The group‟s flagship company, Pantaloon Retail (India) Limited

operates over 12,000,000 square feet (1,100,000 m2) of retail space, has over 1,000 stores and

employs over 30,000 people. Some of its leading retail formats include Pantaloons, Big Bazaar,

Central, Food Bazaar, Home Town, eZone, Depot, Future Money and online retail format

FutureBazaar.

Future Group companies includes, Future Capital Holdings, Future Generali India, Indus League

Clothing and Galaxy Entertainment which manages Sports Bar, Brew Bar and Bowling Co.

Future Capital Holdings, the group‟s financial arm, focuses on asset management and consumer

credit. It manages assets worth over $1 billion that are being invested in developing retail real

estate and consumer-related brands and hotels.

The group‟s joint venture partners include Italian insurance major Assicurazioni Generali,

French retailer ETAM group, US-based stationary products retailer Staples Inc., UK-based Lee

Cooper and India-based Talwalkars, Blue Foods and Liberty Shoes.

Future Group‟s vision is to, “Deliver Everything, Everywhere, Every time to Every Indian

Consumer in the most profitable manner.” The group considers „Indian-ness‟ as a core value and

its corporate credo is - Rewrite rules, Retain values.

Future Group Manifesto:

“Future” – the word which signifies optimism, growth, achievement, strength, beauty, rewards

and perfection. Future encourages us to explore areas yet unexplored, write rules yet unwritten;

create new opportunities and new successes. To strive for a glorious future brings to us our

strength, our ability to learn, unlearn and re-learn our ability to evolve.


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We, in Future Group, will not wait for the Future to unfold itself but create future scenarios in

the consumer space and facilitate consumption because consumption is development. Thereby,

we will effect socio-economic development for our customers, employees, shareholders,

associates and partners. Our customers will not just get what they need, but also get them where,

how and when they need. We will not just post satisfactory results, we will write success stories.

We will not just operate efficiently in the Indian economy, we will evolve it. We will not just

spot trends; we will set trends by marrying our understanding of the Indian consumer to their

needs of tomorrow. It is this understanding that has helped us succeed. And it is this that will

help us succeed in the Future. We shall keep relearning. And in this process, do just one thing.

Rewrite Rules. Retain Values.

Group Vision:

Future Group shall deliver Everything, Everywhere, Every time for Every Indian Consumer in

the most profitable manner.

Group Mission:

We share the vision and belief that our customers and stakeholders shall be served only by

creating and executing future scenarios in the consumption space leading to economic

development.

We will be the trendsetters in evolving delivery formats, creating retail realty, making

consumption affordable for all customer segments – for classes and for masses.

We shall infuse Indian brands with confidence and renewed ambition.

We shall be efficient, cost- conscious and committed to quality in whatever we do.

We shall ensure that our positive attitude, sincerity, humility and united determination shall be

the driving force to make us successful.


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Our Companies:

Pantaloon Retail (India) Limited

Home Solutions Retail India Limited

Future Brands Limited

Future Media (India) Limited

Future Logistic Solutions Limited

ConvergeM Communication (India) Limited

Pantaloon Food Product (India) Limited

Future Knowledge Services Limited

Future Capital Holdings Limited

Future Generali India Insurance Company Limited

Future Generali India Life Insurance Company Limited

Futurebazaar India Limited

Weavette Texstyles Limited

Winner Sports Private Limited

Staples Future Office Products Private Limited

Talwalkars Pantaloon Fitness Private Limited

ConvergeM

Indus League Clothing

Galaxy Entertainment Corporation Ltd

Future Consumer Products Limited

Future Ventures India Limited

Foot Mart Retail

Future Axion Telecom Limited


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Core Values:

Indianness: confidence in• ourselves.

Leadership: to be a leader, both in thought and• business.

Respect• & Humility: to respect every individual and be humble in our conduct.

Introspection: leading to purposeful• thinking.

Openness: to be open and receptive to new ideas, knowledge and• information.

Valuing and Nurturing Relationships: to build long term• relationships.

Simplicity• & Positivity: Simplicity and positivity in our thought, business and action.

Adaptability: to be flexible and• adaptable, to meet challenges.

Flow: to respect and understand the• universal laws of nature.

COMPANY‟S JOURNEY:

1987: Company incorporated as Manz Wear Private Limited. Launch of Pantaloons trouser,

India‟s first formal trouser brand.

1991: Launch of BARE, the Indian jeans brand.

1992: Initial public offer (IPO) was made in the month of May.

1994: The Pantaloon Shoppe – exclusive menswear store in franchisee format launched across

the nation. The company starts the distribution of branded garments through multibrand retail

outlets across the nation.

1995: John Miller – Formal shirt brand launched.

1997: Pantaloons – India‟s family store launched in Kolkata.

2001: Big Bazaar, „Is se sasta aur accha kahi nahin‟ - India‟s first hypermarket chain launched.

2002: Food Bazaar, the supermarket chain is launched.

2004: Central – „Shop, Eat, Celebrate in the Heart of Our City‟ - India‟s first Seamless mall is

launched in Bangalore.

2005: Fashion Station - the popular fashion chain is launched

2006: Future Capital Holdings, the company‟s financial arm launches real estate funds Kshitij

and Horizon and private equity fund Indivision. Plans forays into insurance and consumer credit.


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Multiple retail formats including Collection i, Furniture Bazaar, Shoe Factory, EZone, Depot and

futurebazaar.com are launched across the nation. Group enters into joint venture agreements with

ETAM Group and Generali.

2007: Retail format Home Town is launched in Noida.

2008: Retail format Home Town is launched in Lucknow.

2008: Future Axiom - is a Joint Venture between two giants of the Retail industry Future Group

& Axiom. Future Axiom, the mobile distribution and retail company in India is launching a

brand for masses, One Mobile.

2009: Retail format Home Town is launched in Kolkata.

Line of Business:

The company is present across several lines of business which have various formats (stores)

lywood, The Dollar Store(JV)

Fashion - Pantaloons, Central, aLL, Brand Factory, Blue Sky, Top 10, Fashion Station,

Big Bazaar, Lee Cooper (JV),

General Merchandise - Big Bazaar, Shoe Factory, Navras, Electronics Bazaar, Furniture

Bazaar, KB'S FAIR PRICE

Electronics - eZone, Electronic Bazzaar, STAPLES(JV)

Home Improvement - Home Town

Furniture - Collection i, Furniture Bazaar, Home Bazaar

E-tailing (Online Shopping) -http://www.futurebazaar.com

Books & Music - Depot

Leisure & Entertainment - Bowling Co., F123

Wellness - Star & Sitara, Tulsi

Telecom & IT - Gen M, M Bazaar, M-Port, ConvergeM, Future Axiom

Consumer Durables - Koryo, Sensei ,IPAQ

Service - E Care

Malls - Central (Bangalore, Hyderabad, Pune, Mumbai, Vadodara, Gurgaon)

http://en.wikipedia.org/wiki/Big_Bazaar

http://en.wikipedia.org/wiki/Big_Bazaar


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Bord of director:

Mr. Kishore Biyani, Managing Director

Kishore Biyani is the Managing Director of Pantaloon Retail (India) Limited and the Group

Chief Executive Officer of Future Group.

Mr. Gopikishan Biyani, Wholetime Director

Gopikishan Biyani, is a commerce graduate and has more than twenty years of experience in the

textile business.

Mr. Rakesh Biyani, Wholetime Director

Rakesh Biyani, is a commerce graduate and has been actively involved in category management;

retail stores operations, IT and exports. He has been instrumental in the implementation of the

various new retail formats.

Mr. Ved Prakash Arya, Director

Ved Prakash Arya, is an engineer by training and is a graduate of the Indian Institute of

Management, Ahmedabad. Prior to joining Pantaloon Retail, he was the CEO of Globus.

Mr. Shailesh Haribhakti, Independent Director

Shri Shailesh Haribhakti, is a Chartered Accountant, Cost Accountant, and a Certified Internal

Auditor. He is the Deputy Managing Partner of Haribhakti & Co., Chartered Accountants and

past president of Indian merchant Chambers. He is on the Board of several Public Limited

Companies, including Indian Petrochemicals Corporation Ltd., Ambuja Cement Eastern Ltd. etc.

He is on the Board of Company since June 1, 1999.

Mr. S Doreswamy, Independent Director


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S. Doreswamy, is a former Chairman and Managing Director of Central Bank of India and serves

on the board of DSP Merrill Lynch Trustee Co and Ceat Limited among others.

Dr. D O Koshy, Independent Director

D. O. Koshy, holds a doctorate from IIT, Delhi and is the Director of National Institute of Design

(NID), Ahmedabad. He has over 24 years of rich experience in the textiles and garment industry

and was instrumental in the setting up of NIFT centres in Delhi, Chennai and Bangalore. He is a

renowned consultant specializing in international marketing and apparel retail management.

Ms. Anju Poddar, Independent Director

Anju Poddar, holds a Bachelor of Engineering from University of Oklahoma and is a Director,

NIFT, Hyderabad chapter. She also serves on the board of Maharishi Commerce Ltd and Samay

Books Ltd, among others.

Ms. Bala Deshpande, Independent Director

Bala Deshpande, is Independent Director, Pantaloon Retail (India) Ltd. and also serves on the

boards of Deccan Aviation, Nagarjuna Construction, Welspun India and Indus League Clothing

Ltd, among others.

Mr. Anil Harish, Independent Director

Anil Harish, is the partner of DM Harish & Co. Associates & Solicitors and an LLM from

University of Miami. He also serves on the board of Mahindra Gesco, Unitech, IndusInd Bank

and Hinduja TMT, among others.


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Axiom telecom retailer:

Axiom Telecom is the largest and leading, authorized distributor and retailer for international

brands such as Nokia, Sony Ericsson, LG, Samsung, Motorola, Thuraya and HTC. Axiom

specializes in wireless communication products and boasts more than 500 outlets in prime retail

locations across the region.

The Axiom name is a stamp of quality and originality, and a guarantee of the best after-sales

service in the region provided by highly trained professionals. Axiom employs over 3,000 people

it has since expanded into Saudi Arabia, Bahrain, Qatar, Oman, Kuwait, London, Egypt and

India. More expansion and jobs are in the pipeline as the company grows in the Middle East but

also in the surrounding countries.

Established in 1997 by Faisal Al Bannai, Axiom is committed to offering the best value for

money to its customers, along with genuine service and the most attractive incentives. Today,

besides its own branded outlets, Axiom owns and operates stores through partner arrangements

in the UAE with Spinneys. Axiom is also the exclusive telecom partner for Emarat Service

Stations where accessories are sold in over 89 stations.

Axiom is more than a retailer. The company is made up of different business units. Retail is the

flagship business where Axiom is clearly the largest and most advance retailer in the region.

Wholesale makes Axiom the biggest multi-brand distributor in the Middle East and Europe.

Axiomplus another successful business unit that focuses on selling value-added services like

ring- tones, games, wallpaper, data backup and many more mobile wireless applications.

The mobile service centre is another important business unit in Axiom takes care of all after sales

services in Axiom. Axiom was also the first company to invest in the dedicated mobile phone

repair facility, 'Phonecare'. Currently located on Sheikh Zayed Road, Dubai, the spacious and

well-appointed service centre is the first facility of its kind in the UAE to receive ISO

certification.


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Axiom also has a dedicated call centre with trained and quality customer service advisors who

answer calls from all its retail divisions and helps customers with all the day to day queries, and

technical support.

The other major business unit is Axiom SP, which takes care of the Thuraya Satellite Company.

In this case Axiom is a service provider. In a short space of time Axiom has managed to become

one of Thuraya‟s biggest airtime generators.

Among its many claims to fame, Axiom prides itself on being the first company in the UAE to

offer two years extended warranty and free mobile phone insurance. It is also currently the first

and only telecom company to offer Air Miles to its customers.

Supported by an impressive network of Middle East distributors, Axiom is perfectly positioned

to explore expansion opportunities in the region and outside.

The Axiom Promise providing you peace of mind

With our comprehensive list of promises, you‟ll never regret your purchase with Axiom.

Pick up & Delivery

If your phone needs servicing, simply call our toll free number and we will send a representative

to pick up the phone from your home or office. We will have the phone repaired and dropped

back to your doorstep. This great service is available on Nokia and Sony Ericsson phones (2-year

warranty phones) purchased from any Axiom retail outlet in the UAE.

Price Protection Guarantee

If you buy a product from Axiom and the price in our store drops within five days of the

purchase, then we will give you a credit note that covers the difference.

Two Years Warranty

Relax and enjoy the hassle free 2-year warranty that comes with every Nokia* and Sony

Ericsson phone purchase at Axiom. To activate your warranty, simply leave your details in-store

after your purchase.


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Expert Salespeople

Our experienced staff members are always ready to assist you with any information or queries

about the product. Whether you visit the store or call our customer service team, you‟ll be sure to

get the right information and support

Theft Insurance

Axiom's insurance covers forced theft only on all Nokia phones. If an incident occurs where a

thief breaks into your house/car and steals your phone (private possesion), all you need to do is

get a police report which highlights 'forced theft' prior to raising a claim.

24-hour Repair Programme

Since it‟s difficult to stay without your phone, our specialised Phonecare service engineers will

repair your phone and return it in the perfect condition in just 24-hours (unless, of course if there

is a major problem with the phone).

Standby Phone During Repairs

If your phone is covered by the Axiom Retail warranty and you bring it to Phonecare for repairs,

we will give you a temporary phone so that you can continue to stay in touch.

Mobile Entertainment

When it comes to mobile entertainment, "we offer you a huge selection of the latest wallpapers,

true tones, jokes, games and many sporting subscription services. For more details about these

visit our value added services site at http://www.axiomplus.net/.

Future Axiom Telecom Ltd:

Future Axiom - is a Joint Venture between two giants of the Retail industry Future Group &

Axiom. Future Axiom, the mobile distribution and retail company in India is launching a brand

for masses, One Mobile. Unveiling the business strategy for One Mobile, the company also

http://www.axiomplus.net/


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announced that they will intensify their presence to reach more than 58 cities and will increase

their current manpower by 400% by December 2009 through FMAL (Future Mobiles &

Accessories Ltd.), the communications retail arm of Future Group. One Mobile brand stores will

be operational pan-India by December 2008 and offers mobile handsets, accessories, landlines,

mobile connections and recharges. Promising exceptional VAS experience to its valued

customers, „One Mobile‟, chain of India‟s leading mobile retail stores has announced the launch

of its exclusive services. For the first time in India, „One Mobile‟ will provide Mobile Theft and

Accidental Insurance and Second Year Warranty on all the handsets bought from One Mobile

stores nationally. Mr Ashy Sehgal is the CEO of Future Axiom.

One Mobile:

„One Mobile‟ represents the future of Mobile Retail Industry. The Mobile retail store empowers

its consumers with complete information pertaining to handsets available in their budget and

helps them make an informed choice.

The brand is owned by Future Axiom and every „One Mobile‟ store has the unique advantage of

retail expertise and reach from the Future Group and servicing expertise of the parent company,

Axiom Telecom Limited. „One Mobile‟ brand stores offer wide range of products and services

including Mobile Handsets, Accessories, Landlines, Mobile Connections and Recharges.

„One Mobile‟ stores are located inside Big Bazaar (Future Group‟s retail malls) and stand alone

stores. The brand operates in more than 250 stores and touch points in 58 cities. Erstwhile, the

stores were named as Mobile Bazaar and M-Port.


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Objective of Study

To know the awareness of the people towards One Mobile and Future Group.

To identify the intention of the people towards and find out the relation between products

& others.

To find out the relationship between employees of store and customers of the market.

To find out the areas of improvement of the company.

To understand the attributes that a customer looks for while buying a mobile.

To understand positioning of One Mobile compared to TMS.

To understand the reasons for which the customers buy/ do not buy from One Mobile.

This will have to be an exit interview of the customers who visit One Mobile stores or

TMS.

Analyzing the gaps in the market to capture the potential customer.

And finally to increase the footfall of the customer in the shop of One Mobile.


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POJECT WORK

All project work involves the finding the way of promotion & awareness of ONE MOBILE &

also to promote it in the market. One Mobile is a mobile & accessories shop, under the retail

brand Future Axiom Telecom Ltd. Future Axiom - is a Joint Venture between two giants of the

Retail industry Future Group & Axiom Telecom Retailer.

Future Group is the leading retailer in India, with many formats like Big Bazaar, Pantaloon, and

Central in its portfolio. Axiom head-quartered out of Dubai is the largest telecom retailer in the

GCC countries and is expanding its presence rapidly in South Africa, Egypt and UK.

Here the main objective of this study is to promote ONE MOBILE & increases awareness in the

market.

The target market of this promotion was youth generation. ONE MOBILE is a new

entrant in the competitive market of mobile retail so there should require effective

promotion to increase the awareness.

We attempt to do promotional activities of ONE MOBILE as campaigning in colleges in

the market area, which was our main work to do in this project.

As in the current scenario the youth is the main customer of mobile market because

youths mainly buy new handsets more or handsets were bought by others for youths, so

we target the youth generation for campaigning.

But others market also buy handsets in large volume but not like youths. So that‟s why

we target the colleges and other institutes to cover lots of students in this campaigning.


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Campaigning Title: Back To College

LIST OF WORK:

1. List of all the colleges in Kolkata & Howrah.

2. The admission cycle: Session takeoff for each of the colleges and other institutes

(Medical colleges, Engineering colleges & others).

3. Nature of Academics of the colleges.

4. Strength of students in the colleges.

5. List of the One Mobile Store in Kolkata & Howrah.

6. Mapping of the colleges with One Mobile Store.

7. Starting time of admission of new students in the colleges, procedure of distribution of

admission form to the students.

We had been allocated in different area in kolakta according to ONE MOBILE shop area and

according to location of our resident, so that we cover all maximum no of colleges & institutions

to collect data according to the above task list. For this we had gone to the colleges & institutes

and ask them for our purpose and collect all data.


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One Mobile Store in Kolkata & Howrah:

Area split Sl No Name of the store Name of Trainee ARM 1 One Mobile Dumdum Indrajit Manish 2 One Mobile Nagerbazaar Indrajit Manish 3 One Mobile Kalindi Indrajit Manish 4 One Mobile CIT road Naushad Biswajit 5 One Mobile Tollygunj Naushad Sayan 6 One Mobile Santoshpur Naushad Manish 7 One Mobile Bhowanipur Naushad Manish 8 One Mobile Naranderpur Palash Sayan 9 One Mobile Dobson Howrah Palash Biswajit 10 One Mobile Shakespeare Sarani Palash Sayan 11 One Mobile Shibpur Palash Biswajit 12 One Mobile Birati Barun Sayan 13 One Mobile Madhyamgram Barun Sayan 14 One Mobile Barasat Barun Sayan

For this “Back to College” campaigning first we had collected the details of colleges & others

institutes which locate within the certain distance from the Store and the data had collected from

different sources & by visiting those colleges.

Area split

Sl No Name of the store Area No. of Colleges

1 One Mobile Dumdum 5

2 One Mobile Nagerbazaar 4

3 One Mobile Kalindi 4

4 One Mobile CIT road 2

5 One Mobile Tollygunj 3

6 One Mobile Santoshpur 4

7 One Mobile Bhowanipur 4

8 One Mobile Naranderpur 2

9 One Mobile Dobson Howrah 6

10 One Mobile Shakespeare Sarani 5

11 One Mobile Shibpur 4

12 One Mobile Birati 1

13 One Mobile Madhyamgram 9

14 One Mobile Barasat 8


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From this report we have short listed the colleges which had effective distance from the store so

that we target the potential location. As the main objective of the campaigning was to increase

the footfall of the potential customers so that‟s why we target those colleges which are located

within certain journey distance according to the market area. So that we use maximum resources

to get maximum effective customer at the store.

We do all the work according to our target market to achieve our objective.

Then we decide to do advertisement of ONE MOBILE under the BTL (below the line).

Here we prepare a presentation to promote ONE MOBILE in front of students in different

college. Here we wanted to develop the brand awareness and create an image in the mind

of students about ONE MOBILE so that maximum no of student visit ONE MOBILE

shop.

We had prepared the PPT presentation of One Mobile & presented in front of the

department of Future Axiom Telecom and modified the presentation in a effective way

according to their direction.

We had presented the PPT presentation on front of

We had gone to those selected colleges to make appointment from where we could expect

effective footfall. But all of colleges were not allow us to do such type of activities due the pick

time admission of 1st year & exam of 2

nd year. They said us that in the time of admission all of

officials, union and faculties of the colleges were very busy. Even if in maximum colleges we

were not able to entire into the colleges due to crowded area of college gate and police

restriction. College official said that if we come after start of 1st year classes then they can think

about this matter.

Then we target the coaching centers to give our presentation as coaching centers has lots

of students capacity. But they were also not interested about this presentation. They said


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that as our presentation was not in education purpose and due to pick time of 9th & 11

th

class exam they do not allow us to do so.

Then we decide all those problems of failure of this strategy with our Head of Region and

other ARM‟s then they suggest us to do survey. We prepared a questionnaire of 9

questions by which we want to know about the market scenario, intensity of youth

customer, awareness & visited customer of One Mobile shop and competitors. We had

targeted the youth generation and collected the data from different college students and

analyze those data.

After that we had received questionnaire from Gurgaon Head Office for survey

After that we had received a questionnaire from Gurgaon head office for survey. In this

questionnaire we found that the main objective was:

To understand the attributes that a customer looks for while buying a mobile.

To understand positioning of One Mobile compared to TMS.

To understand the reasons for which the customers buy/ do not buy from One Mobile.

This will have to be an exit interview of the customers who visit One Mobile stores or

TMS.

We have to collect 200 data arbitrarily from the market. We had collected and analyzed those

data.

Target market: mass, we target those areas which are near to the shop.

Then we find the nearest locality, cinema halls, banks, restaurants, stations, parks, hospitals,

coaching centers & institutes from the market area by visiting different shop areas for

advertisement of ONE MOBILE. This is very important for promotion by which brand

awareness will be created. There we find lots of place which was very effective of this purpose.


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PRODUCTS


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MARKETING MIX OF „ONE MOBILE‟

MARKETING MIX

PRODUCT: MOBILE HANDSETS,

CONNECTIONS & ACCESSORIES,

SERVICES

PRICE: ALL RANGE,

COMPAIRABLE PRICE,

DOSCOUNTED PRICE

PROMOTION: FREE GIFTS, OFFERS,

CUSTOMER SERVICES, EVENTS,

PAMPHLATES

PLACE: CROWDED LOCATION, NEAR TO

COLLEGES & MARKETS


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PROMOTION & AWARENESS

Promotion involves disseminating information about a product, product line, brand, or

company. It is one of the four key aspects of the marketing mix. (The other three elements are

product marketing, pricing, and distribution.)

Promotion is generally sub-divided into two parts:

Above the line promotion (ATL): Promotion in the media (e.g. TV, radio, newspapers,

Internet and Mobile Phones) in which the advertiser pays an advertising agency to place

the ad

Below the line promotion (BTL): All other promotion. Much of this is intended to be

subtle enough for the consumer to be unaware that promotion is taking place. E.g.

sponsorship, product placement, endorsements, sales promotion, merchandising, direct

mail, personal selling, public relations, trade shows

The specification of these four variables creates a promotional mix or promotional plan. A

promotional mix specifies how much attention to pay to each of the four subcategories, and how

much money to budget for each. A promotional plan can have a wide range of objectives,

including: sales increases, new product acceptance, creation of brand equity, positioning,

competitive retaliations, or creation of a corporate image.

http://en.wikipedia.org/wiki/Product_(business)

http://en.wikipedia.org/wiki/Product_line

http://en.wikipedia.org/wiki/Brand

http://en.wikipedia.org/wiki/Marketing_mix

http://en.wikipedia.org/wiki/Product_marketing

http://en.wikipedia.org/wiki/Pricing

http://en.wikipedia.org/wiki/Distribution_(business)

http://en.wikipedia.org/wiki/Above_the_line_promotion

http://en.wikipedia.org/wiki/Mass_media

http://en.wikipedia.org/wiki/TV

http://en.wikipedia.org/wiki/Radio

http://en.wikipedia.org/wiki/Newspapers

http://en.wikipedia.org/wiki/Internet

http://en.wikipedia.org/wiki/Mobile_Phones

http://en.wikipedia.org/wiki/Advertiser

http://en.wikipedia.org/wiki/Advertising_agency

http://en.wikipedia.org/wiki/Advertisement

http://en.wikipedia.org/wiki/Below_the_line_promotion

http://en.wikipedia.org/wiki/Consumer

http://en.wikipedia.org/wiki/Sponsor_(commercial)

http://en.wikipedia.org/wiki/Product_placement

http://en.wikipedia.org/wiki/Sales_promotion

http://en.wikipedia.org/wiki/Merchandising

http://en.wikipedia.org/wiki/Direct_mail



http://en.wikipedia.org/wiki/Public_relations

http://en.wikipedia.org/wiki/Trade_shows

http://en.wikipedia.org/wiki/Promotional_mix

http://en.wikipedia.org/wiki/Brand_equity

http://en.wikipedia.org/wiki/Positioning_(marketing)

http://en.wikipedia.org/wiki/Corporate_image


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ONE MOBILE only focus on BTL now, they mainly focus on sales promotion, personal selling

publicity. ONE MOBILE is new entrant in this competitive market, so they apply all of this

promotion first to build the brand awareness of ONE MOBILE among the people.

They are doing promotion from introductory stage, so they first distribute their pamphlets to

aware people about ONE MOBILE. There are doing sales promotion by giving gifts with their

handsets, they are also doing publicity by occurring events such as cricket matches. We also

have done personal selling by applying word of mouth at the time of survey in the market.

As most of the target audience is unaware of the object, so the main task is to build awareness.

So for this purpose they first launch ONE MOBILE inside Pantaloon & Big bazaar as Shop in

Shop (SIS), and now they already have launched it as Stand Alone Shop (SAS).

PROMOTION MIX

ADVERTISEMENT

Broadcast

print

internet

outdoor

direct mail

PERSONAL SELLING

selling

customer service

training

tele marketing

word of mouth

SALES PROMOTION

sampling

coupons

gifts

prize promotion

PUBLICITY & PBLIC RELATION

press release

special events

sponsorship

trade show

DIRECT MARKETING

door to door selling


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There are two format of ONE MOBILE such as Shop in Shop & Stand Alone Shop.

SIS mainly located inside Pantaloon & Big bazaar.

ONE MOBILE FORMAT

SHOP IN SHOP

27 SIS IN EASTERN ZONE

STAND ALONE SHOP

15 SAS IN EASTERN REGION


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Methodology

Time duration:

10-06-2009 to 15-07-2009

Study design:

Collection of data as per questionnaire.

Analysis of collected data.

Critical analysis of the collected data.

Problem identification.

Giving the recommendation for the improvement.

Making suitable recommendation and suggestion

Sampling:

In the 1st Survey: The target population of the survey constitute the youths of the market.

We had targeted mainly the college students.

The sample size for a survey should be large enough to be reliable and representative of the

population base under consideration. As a general rule of thumb 300 data was more enough to

analyze. However in the present study the total sample size was 426.

In the 2nd

Survey: The target population of the survey constitutes the general people of the

market within some distance area from ONE MOBILE shop. We had collected data arbitrarily

from market. There we had collected 200 data arbitrarily from market.


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Nature of Data:

The nature of data was primary in both reports. It was obtained from the perception study of the

youth from colleges. And in the second survey it was obtained from the perception study of the

general people in the market. Opinion was captured by means of a questionnaire.

Means of Data Collection:

Questionnaire method: Closed ended questions (see appendices) were included in the both the

questionnaire.

Survey Instrument:

We prepare the first standardize questionnaire and the second one developed by the company

was used to conduct the survey. The questionnaire had both quantitative and qualitative

questions in it. The questions were mainly close ended although. The participants involved in the

survey had to state their intension towards the answer of the questionnaire.

Process of Data Collection:

The college students were given the first questionnaire which was filled by them

according to their point of view.

The general people were given the second questionnaire which was filled by them

according their point of view.

Data collected was critically analysed.

Conclusion was drawn on the basis of data analysis.


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Result & Analysis


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For first survey:

243, 58%

38, 9%

37, 9%

98, 24%

MOBILE USE

NOKIA

LG

SONY ERICSSON

OTHERS

101, 24%

87, 21%

234, 55%

FREQUENCY

Once in a week

Twice in a week

Monthly


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36, 8%

119, 28%

94, 22%

177, 42%

PREFERRED MOBILE STORE

Near to your college

Which you know well

Brand store

Which gives more option

0

50

100

150

200

250

300

350

400

450

ONE MOBILE

426

167 81

AWARENESS & VISIT AT ONE MOBILE

TOTAL

AWARENESS

VISITED


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There are total 426 data, out of this total data Nokia users are 243, LG- 38, Sony Ericsson- 37 &

Others- 98. In the total data sheet we have seen that there the Nokia Phone which lead the

market. People mainly interested to purchased their mobile from unorganised shop (organized-

123, unorganised- 303). They were interested to buy from local shop with compare to others

(263).

People preferred to buy their handsets from multibrand outlet with respect to single brand

(multibrand- 308, single brand- 118). Out of total 426 youths 234 were visit mobile store

monthly, 101 once in a week & 87 twice in a week, so we can say there so many customer who

visit mobile store frequently as weekly. So youth generation is very effective to target in

Kolkata.

As 138 youths have gotten offer with their handsets so we can say that all of the mobile gives

offer with their handsets. Out of all 177 youths have said that they want to visit those mobile

138, 32%

288, 68%

OFFER

YES

NO


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shop which gives more option, 119 preferred to go to that shop which they know well, 94

preferred to go brand store & 36 preferred to go those shop which near to college. So we can say

many of youths wants to go to multi brand outlet not single brand outlet. Here we analyse that

youths were not look into the distance of the shop they wants good shop and more option in the

shop and well known store.

In Kolkata we have seen that there are 167 youths out of 426 aware about One Mobile (39%) and

81 youths have visited to One Mobile shop (19%). One Mobile have been launched in kolkata

before near about 6 months, during this period it has got great success in Kolkata.

Here we can say that out of 37 Sony Ericsson users 15 has got offer with their handset which

show that Sony Gives more offer with their product which is 40 %. Nokia gives 30%, LG gives

21% & Others give 40%.

NOKIA72

54%

LG8

6%

SONY ERICSSON

1511%

OTHERS39

29%

MOBILE vs OFFERS(134)

NOKIA

LG

SONY ERICSSON

OTHERS


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116 youths aware about One Mobile who want to preferred multi brand outlet (116/308) which is

effective in nature and out of this 116, 56 youths has already visited the One Mobile shop. 51

single brand user aware about One Mobile (51/118) and 25 youths out of this 51 has visited to

One Mobile shop. As One Mobile is multi brand outlet is has good opportunity to capture this

youths. Out of 243 Nokia user 102 aware about One Mobile and 48 has visited, 13 out of 38 LG

users aware and 5 has visited to One Mobile, 12 out of 37 Sony Ericsson users aware and 9 has

visited to One Mobile & 38 out of 98 others handset user aware and 19 has visited to one Mobile

shop. From all of these analysis we can say that Nokia is very effective product in market.

From the above table we can analyse the awareness and visit of One Mobile shop with respect to

frequency of visit to mobile shop and say that 31 out of 101 youths who visit mobile shop once

in a week aware and 17 has visited to One Mobile. For twice in a week visitors to mobile shop

34 aware and 12 visitors to One Mobile. In case of monthly visitors to mobile shop 102 aware

and 52 visitors to One Mobile shop.

FREQUENCY

AWARE OF ONE MOBILE

VISIT TO ONE MOBILE

0

50

100

150

200

250

ONCE IN A WEEK

TWICE IN A WEEK

MONTHLY

10187

234

31 34

102

1712

52FREQUENCY

AWARE OF ONE MOBILE

VISIT TO ONE MOBILE


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For second Survey:

The main objective of this survey was to understand the attributes that a customer looks for while

buying a mobile, to understand positioning of One Mobile compared to TMS & to understand the

reasons for which the customers buy/ do not buy from One Mobile.


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0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

ProductCustomer

Service OffersRetail Brand

120

41

27

15

58

62

47

36

15

58

94

36

10

42 35

116

ATTRIBUTES BASED ON PRIORITY WHILE PURCHASING A HANDSETS

4th Rank

3rd Rank

2nd Rank

1st Rank

Product12059%

Customer Service41

20%

Offers27

13%

Retail Brand158%

RANK 1 ATTRIBUTES BASED ON PRIORITY WHILE PURCHASING A HANDSET

Product

Customer Service

Offers

Retail Brand


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Here we know what attributes people preferred most while they purchasing the handsets. Here

customers preferred Product as No. 1 attributes and the most preferred series here is 1,2,3,4 as

Product, Customer Service, Offers and Retail Brand correspondingly which preferred 40 out of

203 & the second preferred series is 1,3,2,4 which is 30 out of 203 data. So ONE MOBILE

should take care about the Product & Customer Services.


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0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

PRODUCT RANGE

LATEST HANDSETS

LOWEST PRICE

OFFERS RUNNING

VALUE ADDED

SERVICES

9 8 16 22 27

100 104 95102 102

94 91 9279 74

PRODUCT SPECIFIC ATTRIBUTES BASED ON IMPORTANCE

MUST HAVE

IMPORTANT

NOT SO IMPORTANT

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

HELPFUL STAFF PRODUCT KNOWLEDGE

AFTER SALES SERVICES

30 26 37

10792

95

6685

71

SERVICE SPECIFIC ATTRIBUTES BASED ON IMPORTANCE

MUST HAVE

IMPORTANT

NOT SO IMPORTANT


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0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

FREE GIFTS PRICE DISCOUNTS PRICE NEGOTIATION

39 42 50

10483

88

6078

65

OFFER SPECIFIC ATTRIBUTES BASED ON IMPORTANCE

MUST HAVE

IMPORTANT

NOT SO IMPORTANT

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

PROXIMITY AMBIENCE

65 69

83 80

55 54

SRORE SPECIFIC ATTRIBUTES BASED ON IMPORTANCE

MUST HAVE

IMPORTANT

NOT SO IMPORTANT


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People give more importance to Product Specific attributes while they are purchasing handsets.

In Product Specific attributes they give more importance to Product Range, Latest Handsets &

Low price attributes but they also give not so importance to Offer Running & Value Added

Services. Product Range , Latest Handsets, Lowest Price, Offer Running & Value Added

Services(VAS) are most important attributes to customers point of view while they are

purchasing handsets.

Service Specific attributes are also more importance attributes but there are some customers who

gives not so importance while they purchasing handsets. There are few people who didn‟t give

importance to After Sales Services & helpful Staff but most of customers give interest to Service

Specific attributes when they purchase products.

Customers show both type of mentality of importance towards Offer Specific as well as Store

Specific attributes when they purchase products. Most of people not preferred to give importance

to Ambience, Proximity & Price Negotiation attributes at the time of product purchasing.

All over One Mobile should give attention to all of the attributes at the shops in this heavy

competitive market.


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ONCE IN SIX MONTHS

126%

ONCE A YEAR49

24%

NOT TILL REQUIRED14270%

FREEQUENCY OF UPGRADATION

ONCE IN SIX MONTHS

ONCE A YEAR

NOT TILL REQUIRED

50, 25%

27, 13%

14, 7%

101, 50%

11, 5%

112, 55%

PREFERED STORE TO BUY HANDSETS

THE MOBILE STORE

HOTSPOT

ONE MOBILE

LOCAL SHOP

COMPANY'S OULET


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Maximum customers (70 %) upgrade their handsets till they don‟t feel that they require new one

to replace the old one. So ONE MOBILE should focus on mass but give extra focus on youths as

they are the customers who buy handsets first time in life.

People preferred to buy handsets from local shop (101%), only 7% customers preferred ONE

MOBILE but this is not negligible if we see time duration of shop exist in Kolkata. Within few

months 7% customers preferred ONE MOBILE to buy handsets where as only 13% preferred

HOTSPOT which here for last near about 2 years & 25% preferred THE MOBILE STORE

which is here for last 3 years. Here the main competitor of ONE MOBILE is THE MOBILE

STORE.


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63, 31%

140, 69%

AWARENESS OF ONE MOBILE AS A PART OF FUTURE GROUP

YES

NO

18, 20%

57, 65%

13, 15%

SOURCE OF AWARENESS ABOUT ONE MOBILE

ADVERTISEMENT

REFERENCE

PROMOTIONAL CAMPAIGNS


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6, 20%

7, 23%

3, 10%

14, 47%

PREFERRED STORE TO BUY WHO EXPERIENCED BOTH AT TMS & OM

TMS

ONE MOBILE

HOTSPOT

OTHERS

0

50

100

150

200

250

AT TMS

AT ONE MOBILE

203203

109

47

94

156

EXPERIENCED AT TMS & ONE MOBILE

TOTAL DATA

EXPERIENCED

NOT EXPERIENCED


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The customers (30 of 203 data) who experienced at both at THE MOBILE STORE & ONE

MOBILE preferred ONE MOBILE (23%) than THE MOBILE STORE (20%) to buy handsets.

So we can say that those who visited both at TMS & ONE MOBILE they preferred ONE

MOBILE which indicates that ONE MOBILE gives more value to the customers than TMS. But

every where the most powerful competitors is LOCAL STORE as this type of store exist in

market as a bulk in numbers.

If you discuss about the sources of awareness of ONE MOBILE in Kolkata then we can say that

most of people aware about the ONE MOBILE from references rather than promotional

campaigning & advertisement. There are so many opportunity in advertisement and promotion to

promote ONE MOBILE in the market such as banners, media and news papers etc.


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0, 0% 5, 5%

34, 31%

56, 51%

14, 13%

PRODUCT RANGE AT TMS ON A SCALE OF 1-5

1

2

3

4

5

1, 2%

4, 8%

13, 28%

23, 49%

6, 13%

PRODUCT RANGE AT ONE MOBILE ON A SCALE OF 1-5

1

2

3

4

5


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0, 0%

11, 10%

31, 29%

56, 51%

11, 10%

LATEST HANDSETS AT TMS ON A SCALE OF 1-5

1

2

3

4

5

0, 0%

3, 6%

13, 28%

25, 53%

6, 13%

LATEST HANDSETS AT ONE MOBILE ON A SCALE OF 1-5

1

2

3

4

5


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1, 1%

20, 18%

34, 31%

42, 39%

12, 11%

LOWEST PRICE AT TMS

1

2

3

4

5

0, 0%

4, 9%

16, 35%

20, 43%

6, 13%

LOWEST PRICE AT ONE MOBILE

1

2

3

4

5


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1, 1%

20, 18%

42, 38%

29, 27%

17, 16%

VAS AT TMS

1

2

3

4

5

0, 0%

9, 19%

13, 28%20, 42%

5, 11%

VAS AT ONE MOBILE

1

2

3

4

5


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Here we compare the ONE MOBILE with the main competitor THE MOBILE STORE in the

market. We have analysed that there is no significance difference in product specific attributes

such as Product Range & Latest Handsets between ONE MOBILE & THE MOBILE STORE.

But in case of Lowest Price ONE MOBILE get good feedback from customers than TMS. There

are less no of scale-2 data and more no of scale-4 & 5 data in ONE MOBILE than TMS which

indicates that ONE MOBILE is more capable to give same Product more economically than

TMS.

In case of Value Added Services near about same feedback come from people, in scale-3 & 5

TMS has got good feedback but in scale-4 ONE MOBILE has got better feedback than THE

MOBILE.


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1, 1%

15, 14%

44, 40%

43, 39%

6, 6%

HELPFUL STAFF AT TMS

1

2

3

4

5

15, 32%

6, 13%15, 32%

9, 19%

2, 4%

HELPFUL STAFF AT ONE MOBILE

1

2

3

4

5


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2, 2%

24, 22%

41, 38%

33, 30%

9, 8%

PRODUCT KNOWLEDGE AT TMS

1

2

3

4

5

0, 0%

5, 11%

24, 51%

11, 23%

7, 15%

PRODUCT KNOWLEDGE AT ONE MOBILE

1

2

3

4

5


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2, 2%

24, 22%

48, 44%

31, 28%

4, 4%

AFTER SALES SERVICE AT TMS

1

2

3

4

5

0, 0%

10, 21%

21, 45%

14, 30%

2, 4%

AFTER SALES SERVICE AT ONE MOBILE

1

2

3

4

5


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People give very bad feedback in Helpful Staff attributes to ONE MOBILE (32% scale-1 & only

19% scale-4) with respect to TMS (only 1% scale-1 & 39% scale-4). This analysis shows the bad

condition of customer care in ONE MOBILE, so ONE MOBILE should take trained well the

store team towards customers. Now a day‟s businesses are more customers oriented than the

other things.

But the store team at ONE MOBILE has good product knowledge than TMS. So if team

members of ONE MOBILE give good customer services then it will be more successful in future

as they already have sufficient product knowledge to give in this service. Then automatically

footfall of customers increases at ONE MOBILE which is one of the main objective of ONE

MOBILE.

Both ONE MOBILE & TMS give same level of After Sales Services (ASS).


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3, 3%

17, 16%

42, 38%

39, 36%

8, 7%

FREE GIFTS AT TMS

1

2

3

4

5

0, 0%

6, 13%

24, 51%

13, 28%

4, 8%

FREE GIFTS AT ONE MOBILE

1

2

3

4

5


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2, 2%

24, 22%

42, 39%

35, 32%

6, 5%

PRICE DISCOUNTS AT TMS

1

2

3

4

5

0, 0%

5, 11%

21, 45%

18, 38%

3, 6%

PRICE DISCOUNT AT ONE MOBILE

1

2

3

4

5


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9, 8%

14, 13%

47, 43%

30, 28%

9, 8%

PRICE NEGOTIATION AT TMS

1

2

3

4

5

2, 4%

10, 21%

22, 47%

11, 24%

2, 4%

PRICE NEGOTIATION AT ONE MOBILE

1

2

3

4

5


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0, 0%

20, 19%

46, 42%

34, 31%

9, 8%

PROXIMITY AT TMS

1

2

3

4

5

1, 2%

9, 19%

22, 47%

13, 28%

2, 4%

PROXIMITTY AT ONE MOBILE

1

2

3

4

5


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1, 1%

19, 17%

45, 41%

40, 37%

4, 4%

AMBIENCE AT TMS

1

2

3

4

5

0, 0%

7, 15%

19, 41%

19, 40%

2, 4%

AMBIENCE AT ONE MOBILE

1

2

3

4

5


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After the analysis here customer has given same feedback to both ONE MOBILE as well as THE

MOBILE STORE in Free Gifts, Proximity & Ambience. So there is no significance difference

between ONE MOBILE & TMS on those attributes.

When analyse the Price Discount attributes I understand that ONE MOBILE sale product with

more price discounts than TMS. So people will be more interested towards ONE MOBILE due

to Price Discount factor.

Price Negotiation is more at TMS than ONE MOBILE which indicates that ONE MOBILE gives

more fixed price of the product than TMS.


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28, 14%

175, 86%

ONE MOBILE CUSTOMER OR NOT

YES

NO

9, 32%

10, 36%1, 3%

8, 29%

WHAT PURCHASED FROM ONE MOBILE

NOKIA HANDSETS

OTHER HANDSETS

ACCESARIES

RECHARGES


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96, 55%

31, 18%

48, 27%

WHY CUSTOMERS NOT TO BUY ANYTHING FROM ONE MOBILE

NOT AWARE ABOUT ONE MOBILE

NOT NEED

NOT ANY REASON


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After analysing the 203 data we see that 28 customers of ONE MOBILE are there in the market

which is negligible in figure with respect to those who does not buy anything from ONE

MOBILE but it significant figure with respect to existence time in the market. From ONE

MOBILE people mainly purchased handsets & recharges. People preferred mainly Nokia

handsets than others, so ONE MOBILE should focus on Nokia handsets for more sale of

handsets.

Most of people do not buy anything from ONE MOBILE due to lack of awareness of ONE

MOBILE. So if ONE MOBILE focus on awareness then it might be very much possible to

increase the footfall of effective customers.


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95 9692

86 8587

81 80 7975

72 71

89

9491

81

55

89

79

8789

74

79

85

95

90

80 80

85

76 76

81

7679

81 81

0

20

40

60

80

100

120

COMPARISION OF ATTRIBUTES BASED ON IMPORTANCE & MUST HAVE

ATTRIBUTES AS CUSTOMER REQUIRE ATTRIBUTES AT ONE MOBILE

ATTRIBUTES AT TMS


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Importance & must have, the scale in importance meter is same type to positive importance, so

we assume these as single scale. And compare it with scale- 3,4 & 5 which shows a single scale

if we compare it with importance & must have scale. Both the Customers interest towards

attributes while purchasing handsets, attributes given at ONE MOBILE and attributes given at

THE MOBILE STORE are same in most of the cases, Which indicates that ONE MOBILE gives

attributes which the customer wants. But there are some attributes such Helpful Staff where

ONE MOBILE gives bad response to customers, where TMS gives good helpful staff. ONE

MOBILE do excellence work in Price Discount & Ambience attributes point of view. ONE

MOBILE is doing good job in Price Discount attribute than TMS but in Ambience both give

good result.


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54

8

1415

13

19

29

21

25

2829

11

6

9

19

45

11

21

13

11

26

21

15

0

5

10

15

20

25

30

35

40

45

50

COMPARISON OF ATTRIBUTES BASED ON NOT SO IMPORTANCE

ATTRIBUTES AS CUSTOMER REQUIRE ATTRIBUTES AT ONE MOBILE

ATTRIBUTES AT TMS


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We can say that not so important in importance scale is equivalent to scale- 1&2, which has

negative aspect. Here also see that ONE MOBILE doing bad work in case of Helpful Staff

attributes than TMS. Actually this diagram is opposite of the previous one. Except this Helpful

Staff attributes in all cases ONE MOBILE & TMS gives same facilities to customers which they

want. So there TMS is big competitor to ONE MOBILE. As all facilities given same then ONE

MOBILE should find new things to add to beat TMS.


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Findings

ONE MOBILE is a new format of retail in Pantaloon Retail Ltd for mobile handsets &

accessaries. We have visited ONE MOBILE shop few times there we find so many things:

In few shops the customer care service was not well enough to satisfy the customers.

Team members of that shop not behave life a well trained staff. They some times switch

off the AC and fans if they understand that the customers are not interested to buy

product they only interested to quarry of the products.

There are very few no of demo handsets which are more important in the shop as there

only demo handsets stands in front of customers. Customers were more interested about

the visual things which they create idea about the products & their facilities and other

things. They can see the outlook of handsets of demo as a original one.

They done very few types of promotion of ONE MOBILE in the market. So the general

people are not well aware about the shop, which is more important in market.

During performing survey shop members had told us that there need more promotion in

the colleges for youths due to lack of awareness among youths.

When we studied the market in Kolkata we find lots of things which are very important in this

retail market:

In the market we see that there are lots of competitions which ONE MOBILE should

handle. THE MOBILE STORE is the main competitor to ONE MOBILE in this retail

system but the main competitor in this whole market is the local shop. There are lots of

Local shops which sales maximum handsets.

During performing survey in the market area we do not find any type of banner,

hoardings, advertisement or anything which promote ONE MOBILE.


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Recommendation

Positive buying emotion and store design are the most significant components of retailing. Big

Bazaar should constantly work on creating favourable shopping environment. Store design is a

significant aspect in attracting and keeping the consumer excited about the shopping experience.

Our study shows that there in the market as well as in the shop of ONE MOBILE need some

changes & includes:

Team members should be well trained so that they behave well with customers. They

should know how to handle customers, how to satisfy customers whether they want to

buy or only to visit.

ONE MOBILE department should supply sufficient demos and other accessories so that

shop members give full involvement to sale the products by apply those products.

There need more promotion of ONE MOBILE in the market area so that general people

will aware about ONE MOBILE. For new product promotion is very important so that

awareness increases among the general people.

As now in kolkata the main targeted population is youths so they should promote well in

colleges as well as market area.

They should promote ONE MOBILE in populated market area such as park, general

markets, stations, main roads etc.

It should be more careful to the competitors as there exist big competition in this market.

Future Axiom Telecom Ltd should advertise their product in TV, radio & print media

also.


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Limitation

Due to pick time of admission in every colleges they do not allow us to present the PPT

presentation of One Mobile which was very good strategy to promote One Mobile.

As our work was not in education purpose that‟s why coaching centres also not allow us

to do so.

As in the first survey the target market was only youth (college students), there has

remained a big gap in the market to promote in this work.

Not all the location has taken in the survey, we have taken only kolkata for survey.

We target only nearest area of the ONE MOBILE shop for second survey, so we have

collect data from those people only. So this is not actually the random data collection.

203 data was not sufficient for more effective analysis.


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Conclusion

Analysis of the data from the questionnaire indicates that 39% of the youths out of total 426 data

were aware about One Mobile shop and 19% youths has already visited the One Mobile shop in

Kolkata. Within few months of launch of One Mobile in Kolkata it has got a effective responses

from youths. Within 426 data 167 youths were aware and 81 has visited to One Mobile shop.

Maximum youths preferred to buy mobiles from multi brand store (308 youths preferred multi

brand) and maximum youths want to go those shop which gives more option (177 youths out of

426 data) to chose or which they know well (119 youths) . That is very good opportunity for One

Mobile as it is a multi brand store and gives more option to chose the product.

From the second survey we have identified that people wants product as main attributes while

they purchasing handsets than the others. They require product specific attributes in importantly

& must have scale. They give same interest towards service specific attributes but they less

interested about offer specific attributes than product specific attributes but they are just

interested about store specific attributes. Most of the people preferred local shop to buy handsets

in the local market (101 out of 203 data). If we talk about organised retailers the TMS is more

preferable than HOTSPOT & ONE MOBILE (14 out 0f 203 data). Bur promotion of ONE

MOBILE not done there, which is very important for new products. But now they attempt to do

all of these promotions in this market. ONE MOBILE shop staff has lots of product knowledge

but they don‟t able to give sufficient customer services (Helpful Staff: scale 1- 15) which is very

bad situation of OEN MOBILE. But it has very good product knowledge full staff & its gives

more price discount than TMS. For remaining attributes both give same level of services to the

customers. People mainly don‟t buy products due to awareness of ONE MOBILE in the market.

But there are 28 consumers of ONE MOBILE. But there are 30 customers who visit both ONE

MOBILE & TMS but out of these 30 data 7 people were potential customers to ONE MOBILE.

So here we analysed that people were more interested towards ONE MOBILE than TMS (6 out


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of 30) but people were more interested towards local shop (14). After analysed all data we say

that if they will done more promotion & give customers goog services then ONE MOBILE will

be successful one.

From the all analysis we can conclude that there are so many gaps in the market for One Mobile

in the telecom Retain business. One Mobile staff should have good knowledge about the

products and they should maintain good relation between customesr and think all customer as

potential customer.


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Appendix A.

Back To College

Name:

Education:

Phone no.:

1. Which mobile you use?

a) Nokia b) Sony Ericsson c) LG d) Others.

2. From where you have purchased your mobile phone?

3. What kind of mobile store you prefer?

a) Multi brand outlet b) Single brand outlet.

4. How often you visit a mobile store?

a) once in a week b) twice a week c) monthly

5. Did you got any offer at the time of purchasing mobile phone?

a) Yes b) No

6. Do you have any big brand mobile shop near to your college?

a) Yes b) No

7. Which mobile store you want to visit?

a) near to your college b) which you know well

c) brand store d) which gives more option

8. Do you know about one mobile store?

a) Yes b) No

If yes,

Have you visited one mobile store

a) Yes b) No


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B. Questionnaire

1. Please rank the following attributes based on priority while purchasing a handset.

Attributes Rank

Product ….

Customer Service ….

Offers ….

Retail Brand ….

2. Please [√] the following attributes based on importance, while purchasing a mobile handset.

Attributes Not so important Important Must have

Product Specific

Product Range

Latest Handsets

Lowest Price

Offers Running

Value Added Services

Service Specific

Helpful Staff

Product Knowledge

After Sales Services

Offer Specific

Free Gifts

Price Discounts

Price Negotiation

Store Specific

Proximity (Near to home/workplace)

Ambience

3. How often do you upgrade your mobile handset?

a. Once in six months

b. Once a year

c. Not until required

4. If you have to buy a handset, where would you prefer to buy it from?

a. The Mobile Store (TMS)

b. Hotspot

c. One Mobile d. Others (please specify)


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5. Are you aware that One Mobile is a part of Future Group? Yes No

6. How did you get to know about One Mobile?

a. Advertisements

b. Reference

c. Promotional Campaigns

7. Please [√] the attributes based on your overall experience at THE MOBILE STORE on a scale of 1-10. (1=lowest; 5=highest)

Attributes 1 2 3 4 5

Product Range

Latest Handsets

Lowest Price


Helpful Staff

Product Knowledge


Free Gifts

Price Discounts

Price Negotiation

Proximity (Near to

home/workplace)

Ambience

8. Please [√] the attributes based on your overall experience at ONE MOBILE on a scale of 1-10.

(1=lowest; 5=highest) Attributes 1 2 3 4 5

Product Range

Latest Handsets

Lowest Price


Helpful Staff

Product Knowledge


Free Gifts

Price Discounts

Price Negotiation

Proximity (Near to home/workplace)

Ambience


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9. Have you bought anything from One Mobile?

10. If yes, what have you bought from One Mobile?

11. If no, why? (Reason)

Name: Age:

Gender: Contact No:


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Bibliography

Marketing Management by Kotler, Keller, Khosy & Jha / page no- 463, 487

www.google.com

www.scribd.com

www.wikipedia.com

www.pantaloon.com

www.managementparadise.com

www.axiomtelecom.com

Summer training Project report of Tania Bhattacharya, employee in Future Axiom.

Project report of Subhranil Dutta, kolkata

Press release of ONE MOBILE

http://www.google.com/

http://www.scribd.com/

http://www.wikipedia.com/

http://www.pantaloon.com/

http://www.managementparadise.com/

http://www.axiomtelecom.com/

Project Report- Back to College (One Mobile- Future-Axiom Telecom, Future Group)

Documents

Transcript of Project Report- Back to College (One Mobile- Future-Axiom Telecom, Future Group)