Palash Roy Project Report

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BACK TO COLLEGE: AWARENESS &

PROMOTION OF ONE MOBILE IN KOLKATA

Submitted By :

Mr. Palash Roy

Roll No. 31, Section C

PGDM(2008-2010)

Institute of Technology & Science

Ghaziabad

Under The Guidance of:

Future Axiom Telecom Department & Prof. Sapna Rakesh


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Eastern Zone Professor of INSTITUTE OF

FUTURE GROUP, KOLKATA TECHNOLOGY & SCIENCE

CERTIFICATE

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

PROMOTION OF ONE MOBILE IN KOLKATA submitted by Mr. Palash Roy, 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.

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Date: Signature of the Mentor

DECLARATION

I do hereby declare that the project report is submitted as partial fulfillment of the

requirement of PGDM Program of INSTITUTE OF TECHNOLOGY AND SCIENCE,GHAZIABAD

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The Project has been done under the guidance of Mr. RAJESH SHUKLA, DEBJYOTI

BISWAS, and BISWAJIT SIR in KOLKATA branch, WEST BENGAL and Dr. SAPNA

RAKESH Faculty guide, INSTITUTE OF TECHNOLOGY AND SCIENCE, Ghaziabad

No part of this report has not been published or submitted elsewhere for the fulfillment of any

degree or diploma for any institute or university.

PALASH ROY

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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 .Sapna Rakesh and all faculty 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

Management training has gained rapid importance only recently. Management was previously

considered as an inborn art or talent. But in todays fast developing word this view has been

abandoned.

To develop managerial capabilities and to supplement their theoretical knowledge with practical

experience, the management students are required to go training in business organization.

This study would not only help me as a management student to gain a deep insight of how an

organization works but also practical usage of all management techniques that I have learnt

during the course of my study. This project would also help me analyze the difference between

the organizational realities and the theories that have been taught in my academic session and

also gave me a real experience of the corporate world let me better understand how it function. It

also taught me how to take every experience in the right and learn from each one. Finally the

analysis feasible to be put to test in real life situations. I shall consider all my hard work

worthwhile if this endeavor of mine is able to satisfy all those concerned and proves useful to

anyone or for any further study in the future.

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PALASH ROY

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CONTENTS

Sl

No

TOPICS PAGE

NOs.

1 Executive summary 7-8

2 Introduction 9-12

3 Company profile 13-29

4 Project work 305 Objectives of the study 35

6 Methodology 36-37

7 Data and Results 38-73

8 Recommendations 74-75

9 Limitations 76

10 Conclusion 77

11 Bibliography 78

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12 Appendix

- Appendix A: Post Training Assessment Form

79-83

Executive Summary

Retail is clearly the sector that is poised to show the highest growth in the next five years. The

sector is set for a revolution, as both the present players and new entrants are gearing up to

explore the market. This sector contributes 10% of India's GDP and the current growth rate is

8.5%. The present size of the organized retailing sector is approximately 3% and is expected to

grow to 25-30% by the year 2010. There are about 300 new malls, 1500 supermarkets and 325

departmental stores currently under construction. Many players are coming up with huge

investments, due, to which the present 12 million mom-and-pop shops and kirana stores fear

losing their business. Most predictions say that the sector might reach to US$ 400-600 billion by

the year 2010.

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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.

Indias 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 centres across

India. It will also develop backend sourcing infrastructure for Pantaloons existing telecom

business. The service centres 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

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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 &

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 thats 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.

Introduction

Pantaloon Retail (India) Ltd:

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Pantaloon Retail (India) Limited, is Indias 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 companys leading formats include Pantaloons, a chain of fashion outlets, Big Bazaar, a

uniquely Indian hypermarket chain, Food Bazaar, a supermarket chain, blends the look, touchand 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 caterng 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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Affiliate Companies

Home Solutions Retail (India) Limited (HSRIL) offers complete retailing solutions for all products and services related to home building and home improvement. The key productcategories are Consumer Durable & Electronics (CDE), Furniture, Home furnishing & decor,Home improvement and Home services. HSRIL operates retail format Collection-I, Furniture

Bazaar, Electronics Bazaar, Home Town and e-zone.Future Brands Limited (FBL) has been incorporated on November, 2006 and is involved

the business of creating, developing, managing, acquiring and dealing in consumer-related

brands and IPRs (Intellectual Property Rights).

Future Media (India) Limited (FMIL) was incorporated as the Groups media venture,

aimed at creation of media properties in the ambience of consumption and thus offers active

engagement to brands and consumers. FMIL offers relevant engagement through its media

properties like Visual Spaces, Print, Radio, Television and Activation.

Future Logistic Solutions Limited (FLSL) has been incorporated as a separate entity and is

involved in the business of providing logistics, transportation and warehousing services for all

group companies and third-parties.

Future Axiom Telecom Limited is a Joint Venture with Axiom Telecom LLC, UAE. The

Company has a 50% stake in Future Axiom Telecom Limited (FATL) which is a joint

venture Company with Axiom Telecom LLC, UAE. The Company would be engaged in

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sourcing and wholesale distribution of mobile handsets, accessories and in setting up service

centres for mobile handsets in India.

Pantaloon Food Product (India) Limited (PFPIL) was incorporated with the object of

sourcing and backward integration of food business of the Company. PFPIL has sourcing and

distribution bases at all key cities across the country.

Future Knowledge Services Limited (FKSL) was incorporated on January, 2007 and is

engaged in the business of business process outsourcing and knowledge process outsourcing.

Future Capital Holdings Limited (FCH) was formed to manage the financial servicesbusiness of Pantaloon Retail (India) Limited and other group entities. FCH is one of the

fastest growing financial services company in India, with presence in Asset Advisory, Retail

Financial Services and Proprietary Research. The company operates a consumer finance retail

format, Future Money and manages assets worth over US$ 1 Billion through Indivision,

Kshitij, Horizon and Future Hospitality Funds. FCH subsidiary companies include Kshitij

Investment Advisory Company Ltd., Ambit Investment Advisory Company Ltd., and

Indivision Investment Advisors Ltd.

Future Generali India Insurance Company Limited (FGIICL) was incorporated on

October 30, 2006 to undertake and carry on the business of general insurance. The approval

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for carrying on General Insurance Business has been received from the Insurance Regulatory

and Development Authority of India (IRDA) on September 4, 2007.

Future General India Life Insurance Company Limited (FGILICL) was incorporated on

October 30, 2006 to establish and conduct the business of life insurance in India, which

comprises of whole life insurance, endowment insurance, double benefit and multiple benefits

insurance etc. The approval for carrying on Life Insurance Business has been received from

the IRDA in September, 2007.

Future bazaar India Limited (FBIL) is set up as the e-Retailing arm of the Future Group

for providing on-line shopping experience. Futurebazaar.com was launched on January 2,

2007, and has emerged as one of the most popular online shopping portals in India. It wasawarded with the Best Indian Website award, in the shopping category, by the PC World

Indian Website Awards.

Staples Future Office Products Private Limited (SFOPPL) was incorporated on January,

2007 and is involved in the business of dealing in all kinds of office supplies, office

equipments and products. SFOPPL is a joint venture between the Company and Staples Asia

Investment Limited (a subsidiary of Staples Inc USA). The companys first retail outlet

opened in Bangalore in December, 2007

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Future Group:

Future Group is one of the countrys leading business groups present in retail, assetmanagement, consumer finance, insurance, retail media, retail spaces and logistics. Future Group

is present in 61 cities and 65 rural locations. The groups 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 Future Bazaar.

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

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

Future Capital Holdings, the groups 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 groups 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 Groups vision is to, Deliver Everything, Everywhere, Everytime 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.

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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.

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 theIndian 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:

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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 bycreating 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.

Core Values:

Indianans: 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.

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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.

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)

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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)

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Bord of director:

Mr. Kishore Biyani, Managing Director

Mr. Gopikishan Biyani, Wholetime Director

Mr. Rakesh Biyani, Wholetime Director

Mr. Ved Prakash Arya, Director

Mr. Shailesh Haribhakti, Independent Director

Mr. S Doreswamy, Independent Director

Dr. D O Koshy, Independent Director Ms. Anju Poddar, Independent Director

Ms. Bala Deshpande, Independent Director

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Mr. Anil Harish, Independent Director

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Awards & Recognition

2009

Images Fashion Forum 2009

1. Most Admired Fashion Group Of The Year - Future Group

2. Most Admired Private Label - Pantaloons, the lifestyle format

3. Critics Choice For Pioneering Effort In Retail Concept

Creation - Central

Coca-Cola Golden Spoon Awards 2009

1. Most Admired Food & Grocery Retailer Of The Year

2. Most Admired Food Court

3. Most Admired Food Professional

2008

Indian Retail Forum Awards 2008

1. Most Admired Retail Company of the year - Future Group

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2. Retail Face of the Year - Kishore Biyani

3. Best Retailer Of The Year ( Hypermarket) - Big Bazaar

Future Group was awarded the Most Admired Retail Company of

the

year by the Indian Retail Forum at a glittering ceremony organised

in

Mumbai. Mr Kishore Biyani also won Retail Face of the Year.

India Retail Forum (IRF) is a platform for intellectual insights and

information exchange for the retail business in the Indian

subcontinent. The forum presents the business of retail in the region

to a global audience, with the express aim of facilitatingunderstanding about and encouraging investment in this massive

marketplace.

Big Bazaar, the value format of Future Group bagged the Best

Retailer Of The Year ( Hypermarket).

The INDIASTAR Award 2008

1. Food Bazaar: Best Packaging Innovation

Food Bazaar bagged the INDIASTAR Award for Best Packaging

Innovation in India, for its private label brand Fresh And Pure

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Chakki Atta.

INDIASTAR Award is a biennial event which aims to promote and

encourage excellence in packaging design, innovation and

technology. The contest was established in 1972 and is considered

as the most popular and premier event for Indias packaging

fraternity. This year there were around 357 entries and theparticipants had to submit a sample of their designs for selection.

With this award, Pantaloon Retail (India) Limited becomes the first

Indian Retailer to win the prestigious INDIASTAR Award.

Retail Asia Pacific 500 Top Awards 2008

1. Gold Winner -Top Retailer 2008 Asia Pacific

Retail Asia Publishing Pte, the institutor of these awards, aims to set

a platform that appraise, raises and recognizes the development and

growth of retailing throughout the Asia Pacific region.

Coca-Cola Golden Spoon Awards 2008

1. Most Admired Food & Grocery Retail Visionary of the Year:

Kishore Biyani

2. Most Admired Food & Grocery Retailer of the Year

Supermarkets: Food Bazaar

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3. Most Admired Food & Grocery Retailer of the Year -

Hypermarkets: Big Bazaar

4. Most Admired Retailer of the Year - Dynamic Growth in

Network Expansion across Food, Beverages & Grocery: Future Group

5. Most Admired Food & Grocery Retailer of the Year -

Consumer's Choice: Big Bazaar

The Coca-Cola Golden Spoon Awards 2008, were given away for

the first time as a culmination of the Food Forum India 2008 a

two day convention, which saw the participation of leading brands,

retailers & retail support organizations from across the globe. The

awards were presented to honour enterprise, innovation and

achievement in the food retailing business as a benchmark of

excelen

The Reid & Taylor Awards For Retail Excellence 2008

1. Retail Leadership Award: Kishore Biyani

2. Retail Best Employer of the Year: Future Group

3. Retailer of The Year: Home Products and Office

Improvements: Home Town

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The Reid & Taylor Awards for Retail Excellenceare an important

feature of the Asia Retail Congress, Asias single most important

global platform to promote world-class retail practices. These

awards are aimed at honouring the best, in the Asian Retail scenario.

India played host to Asia Retail Congress 2008.

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.

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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 theflagship 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.

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.

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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 Thurayas 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 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.

We are constantly striving to improve our after care services in our service centre (Phone Care)

and our Customer Contact Centre. The after sales service offered by Axiom is second to none,

not only is your phone covered by a warranty and theft insurance but you also get full data

support, 24hour repair and standby phone if it needs to be taken in for further repair.

Axiom reviews their prices on a regular basis in order to offer our customers the best prices. This

also incorporates the price protection policy. Also if you buy a phone from us don't forget if the

price drop within 5 days, then Axiom will give you a credit note with the difference

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.

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

to explore expansion opportunities in the region and outside.

Brands in which Axiom Telecom deals are:-

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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 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 Indias

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 theCEO of Future Axiom.

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Future Axiom is all set to venture into the Rs 50,000-crore mobile retail industry and set new

benchmarks. We are confident that the affiliation of Indian retail expertise and West Asias

mobile retail skills will be extremely rewarding for our customers.

The Future Group began trading in communication products in 2006 through its counters in Big

Bazaar. While Future Group (Pantaloon Retail) was on the lookout for a partner with expertise in

the retailing of communication products, Axiom Telecom was keen to enter the Indian market.Future Axiom will operate in more than 500 stores and touch points in 58 cities under the brand

name of Mobile Bazaar and Mport. We will be revealing the new brand and store formats

shortly. There are major expansion plans on the anvil; we plan to be a 1,500-outlet organisation

by the end of December 2009, Mr Sehgal added

The 50:50 joint venture involves an initial investment of about $40 million. It will retail,

distribute mobile handsets and accessories and set up service centres in India. The joint venture

currently operates through the retail and service factory and will add more channels in due

course.

Future Axiom also has the unique advantage of specific skill set departments like In-House

Retail Designing department, Quality Control department and Authorised Service facility

provided by highly trained professionals to ensure a perfect customer experience.

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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 Groups 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.

The attitude and belief governing One Mobile is that the customer does not have a great

reference point for making a mobile phone purchase. The customer seeks information through

informal sources and does not use the retail point as a shopping destination but more as a quick

transaction point. The brand is determined to alter this trend and provide complete information

pertaining to mobile handsets to enable the perfect selection by the consumer, aiming at absolute

customer satisfaction and delivering impeccable service.

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ONE MOBILE STORE

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Project Work

First Rajesh Shukla sirs dictate us about the One Mobile, about the future group & axiom

telecom retailer. 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.

He told us about the promotional activities as campaigning in colleges of One Mobile in the

market, which was our main work to do in this project. As in the current scenario the youth is the

main part of mobile market, so we target the youth generation for campaigning. So Thats why

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

Campaigning Title: Back To College

Task List:

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.

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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 admission form

distribution to the students.

Our HR Head Mr. Debjyoti Biswas Sir give us a brief idea about the One Mobile Store and

about the campaigning. He allot us the stores according to our location. There are two format of

One Mobile Store i.e; Stand Alone Shop (SAS) & Shop In Shop (SIS). There are 14 SAS and 27

SIS in all over Eastern Zone. SIS mainly located into Pantaloons, Big bazaars.

One Mobile Store in Kolkata & Howrah:

Area split

Sl No Name of the store ARM

1 One Mobile Dumdum Manish2 One Mobile Nagerbazaar Manish

3 One Mobile Kalindi Manish4 One Mobile CIT road Biswajit5 One Mobile Tollygunj Sayan6 One Mobile Santoshpur Manish

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7 One Mobile Bhowanipur Manish8 One Mobile Naranderpur Sayan9 One Mobile Dobson Howrah Biswajit10 One Mobile Shakespeare Sarani Sayan11 One Mobile Shibpur Biswajit12 One Mobile Birati Sayan13 One Mobile Madhyamgram Sayan14 One Mobile Barasat 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 from different sources & by

visiting those colleges. We have submitted the report about the data of colleges in a well format

which had given by Debjyoti Sir.

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 thats

40

Area split

Sl No Name of the store Area No. of Colleges1 One Mobile Dumdum 52 One Mobile Nagerbazaar 43 One Mobile Kalindi 44 One Mobile CIT road 25 One Mobile Tollygunj 36 One Mobile Santoshpur 47 One Mobile Bhowanipur 48 One Mobile Naranderpur 29 One Mobile Dobson Howrah 610 One Mobile Shakespeare Sarani 5

11 One Mobile Shibpur 412 One Mobile Birati 113 One Mobile Madhyamgram 914 One Mobile Barasat 8


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why we target those colleges which are located within certain journey distance according to the

market area.

For next step is-

Target market--we have to mind our target market and we have to do our work according

to our target market.

We have to do advertisement of one mobile under the BTL.

We have to differentiate our product on the basis of-customer service, pricing,

availability, magic offer, brand name & post sale service.

There we had decided to prepare a PPT presentation of One Mobile to present in

colleges as a part of campaigning. For this presentation we want to aware & create an

image in the mind of students about One Mobile which automatically increase the

footfall in store. This marketing strategy is very much accepted here in a particular target

market as youth. We had decided to start to make appointment with the colleges to present One Mobile

through the PPT presentation.

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 2nd 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 wewere not able to entire into the colleges due to crowded area of college gate and police

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

about this matter.

After submitting the feedback report from colleges to ARM Biswajit Bora Sir, he directed us to

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 that as our

presentation was not in education purpose and due to pick time of 9th & 11th class exam they donot allow us to do so.

After submitting the feedback report from coaching to Biswajit Bora Sir, he said that due to fail

of this strategy we have to prepare a effective questionnaire of maximum 10 questions for

survey. We prepared a questionnaire of 9 questions by which we know about the market

scenario, intensity of youth customer, awareness & visited customer of One Mobile shop. We

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

analyze those data. We had submitted the soft copy and as well as hard copy of the data from thesurvey to Rajesh Shukla Sir and Biswajit Bora Sir.

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

the main objective was that:

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

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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 have collected and analyze these

data and submitted to Rajesh Shukla Sir both hard copy as well as soft copy.

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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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Methodology

Time duration:

01-06-2009 to 14-07-2009

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 student.

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

arbitrarily from market.

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 thequestionnaire.

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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.

Result & Analysis

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For first survey:

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.

Nokia most important brand of the market. Peoples are more used this brand because products

is good, more value added services, latest handsets, after sales services is provided the company.

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

more people are visit any mobile store monthly. peoples are going mobile store as he parchesmobile handset, recharge voucher and etc.

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In this figure we can take an idea about the store format liked by the customers. Here out of 426

people 72% people want to buy their product only from the multi brand store. It also a positive

point for One Mobile Store. because here the different type of mobile handset Nokia, LG,

Motorola, Samsung, are available. So people are get more option here. So we can say many of

youths wants to go to multi brand outlet not single brand outlet.

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From this figure we can came to know about the store preferred by customers. Here from the

collected data we can see that out of 426 people 22% people want to go to a branded store, 8 %

people like to go to a store which is near to their college, 28% people like to visit that store

which they know very well and 42% people want to visit that store which will give them more

option like multi brand out let, or store which will give them offers etc. So here also One

mobile Store has some opportunity to attract customer

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.

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From figure-2 it is cleared that out of 426 people there are 81 people have visited the store. We

can also say that out of 167 people who know about One Mobile Store only 81 people have

visited the store which is very poor. So company should pounder over the issue of awareness

about the store , & its promotional strategies.

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.

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From the figure it is shown that from 426 people only 32% people has received offer at the time

of purchasing there mobile. So it is a great opportunity for One Mobile Store that they are

giving some offers. It will help to attract the customers. Because the customers are looking for

more attractive offers.

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%.

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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 withrespect 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

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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.

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From the figure we can say that customer buy their product from unorganized store more than

the organized store. It also a important point. Total 71% customers are buy there mobile handset

from unorganized store. And 29% customers are buy there mobile handset from organized.

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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 & tounderstand 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 our stores or TMS.

Here in this survey maximum people ranked product as No. 1 but least number of people ranked

Retail Brand as No. 1. Maximum people ranked all of the attributes as Important except

product knowledge which ranked as Must Have and negotiation as Not so important. So we

can conclude that many people see all the attributes as important not so important not less

important. Many people said that they upgrade their handset until not required.

Here we can identify the relation between One Mobile & TMS. Here 12 out of 142 data

preferred TMS and 5 people preferred One Mobile to buy handset.

Here 16 out of total 142 people aware about One Mobile and maximum from Reference and

advertisement.

Maximum people ranked both TMS and One Mobile good rank in product range, latest handset,

lowest price and price discount. But the ranked free gift, helpful staff and product knowledge of

staff low or medium rank.

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Those who buy product from One Mobile, they mainly buy mobile handset and recharge

Boucher.

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From the above figure we can take an idea that customer are more concentrating on the customerservice at the time of purchasing there mobile phone. Because it cannot possible that people can

come to know everything about a mobile phone. They need help to chose their phone and aware

about the features of related handset. Secondly they concentrate on the product that what is better

for them. Next they go for any offer and at last they think about the retail brand. Here we can

also say that customer still is not aware about the retail brand because of more unorganized store

in the neighborhood area.

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From the above graps we can take an idea of the customers preferences at the time of their

mobile phone. When they think about the product range, they mostly concentrate on the prduct

range. Here 200 people are inter viewed, among them 100 people have said that it is important,

and 94 people have said that it is mendetary, but only 9 people has said that it is not so much

important. So we can see that product range should be increased for any store

In next figure we can see that 51% people wants latest handset in the shop.but 45% people

mostly imphasise on the latest handset,and only 5% people are not somuch concern about the

latest handset. Here maximum people are concentrate on the latest handset so it is also very

important poin on which company should focused.

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When we are talking about offer it is seen in every where that customers like to buy any thing

when they are receiving any offer on related product. Here in the survey it is cleare too. Offer is

important to 50% customers,and compulssory for 39% and only 11% people don not think about

it.

At the time value added service 37%people say it must have,50% people says it is important but

only 13% people do not think about it.so value added service is also too much important for theaccording to the customers point of view.

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Customer also want help ful stuff in the shop when they purchase a new hand set. Because it is

very much important that when a customer want to buy a mobile phone he/she should come to

know every thing about the mobile phone.here good behave,helping nature is very much

important for him/her.from the figure we can see that53%people say it is important.32%people

say that it is must be kept by the stor worker,15% people say that it is not so much important.

Which prove the above statement

Product knowlodge is also very much important for the store keeper. At the time of purchasing

mobile phone people ask many question related to the handset. If the store keeper is not able to

give answer then it may become a point to lost the customer. Even customer also say that it is

important and very few people have no need of that.

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If we are talking about after sales service then it also very important forthae customer. It is cleare

from the figure that most of the customer says that it is imporant and some of them have said that

it must be available for the customer. And there are very few person who donot think about it.

At the time free gift is , 105 people say it important ,40 people says it is not so important but 60

people says it is must have .so free gift is also important for the according to the customers

point of view.people any time get somethink more extra thinks.

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mobile phone. When they think about the price discount they mostly concentrate on the prduct

range. Here 200 people are inter viewed, among them 41% people have said that it is important,

and 38% people have said that it is mendetary, but only 21% people has said that it is not so

much important. So we can see that price discount is more important.

Customer also want to price negotiation shop when they purchase a new hand set. Because it is


know every thing about the price.here price negotiation is very much important for him/her.from

the figure we can see that43%people say it is important.32%people say that it is must be kept by

the stor worker,25% people say that it is not so much important. Which prove the above

statement

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mobile phone. When they think about the proximity, they mostly concentrate on the prduct

range. Here 200 people are inter viewed, among them 41% people have said that it is important,

and 27% people have said that it is mendetary, but only 32%people has said that it is not so

much important. So we can see that proximity is more important.

In next figure we can see that 39%people says that it is important.but 34% people told that it is

not so important ,and 27% people are says that it is must have. Here maximum people are

concentrate on the ambience so it is also very important poin on which company should focused.


mobile phone. When they think about the product range, they mostly concentrate on the prduct

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range. Here 200 people are inter viewed, among them 37% people have said that it is products

attributes important, and 33% people have said that it is services attributes important, but only

30% people has said that it is offers attributes important. So we can see that product range

attributs is more important than the others so it should be increased for any store.

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Fig show that frequency up gradation of mobile set, here three option is given, that is-

1. Not until required

2. Once a year

3. Once a six months

70% people says that mobile set are not required.23% people told that up gradation of mobile

set once a year. Another 7% people says that they are mobile set change or up gradation once a

six months. So that large number of customer or people not required up gradation. many number

of reason that is economic condition or another reason.

Another survey is which mobile store are you preferred. There four options are given-

1. One mobile store.2. The mobile store.

3. Hotspot.

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4. Others.

Here total data is 200, and 107 peoples are more interest others mobile store and as wall as they

are preferred this mobile store. And next peoples preferred to the mobile store there are 50

peoples.27 peoples are preferred the hotspot mobile store. And another 14 peoples preferred the

one mobile store. So that peoples are more preferred the local or others store peoples says that

the price range is low. and local store are provided more faculty than the others store.

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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 Groups retail malls) and stand alone

stores. The brand operates in more than 250 stores and touch points in 58 cities. Erstwhile, thestores were named as Mobile Bazaar and M-Port.

37 %( 74) peoples aware that one mobile is part of future group. And another 63 %( 126)peoples are no that one mobile is part of future group. So that 74 peoples are how you did get toknow about the one mobile-

57 peoples are get to know by Advertisement.40 peoples are get to know by Reference. And 13peoples are get to know by Promotional Campaigns.

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Comparison between TheMobile Store Attributes andOne Mobile Store Attributes

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PRODUCT RANGE


mobile phone.here compersion between one mobile products range and the mobile products

range, 1 is lest important. 2 is unimportant. 3 is neutral. 4 is important. 5 is most important.here

24% people said that the mobile store products range is most important or good.but the other

hand 13% people said that one mobile store products range is most important.on the other hand

48% people said one mobile store products rang is important.and 435 people said the mobile

store products rang is important.so that more people are interest the mobile store products

rang.so one mobile store products range is not good .

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LATEST HANDSETS

Latest handsets also very important poin on which company should focused. here compersion

between one mobile products range and the mobile latest handsets, 1 is lest important. 2 is

unimportant. 3 is neutral. 4 is important. 5 is most important.more of people said that 33%

people are more latest handsets avaible the mobile store.52% people aer more preferd one

moblle store they are belive that more latest handset are avaible here.lest of people 7% are told

that there are not latest handsets avaible the mobile store.here the graph show one mobile store

position is good than the mobile store.

LOWEST PRICE

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Price is most important. in the present time customer want to cheapest mobile handsets. here

compersion between one mobile products range and the mobile latest handsets, 1 is lest

important. 2 is unimportant. 3 is neutral. 4 is important. 5 is most important.the mobile store

33%people said that is important that means lowest price range here.so people eassly by this

shop.another 42% people said one mobile store price is important that means one mobile store isprovided cheapest handsets.this graph show one mobile and the mobile store there are provided

the cheapest handsets.

VALUE ADDED SERVICES

Value added services is a term that is used to refer to service options that are complimentary to

but also ancillary to a core service offering. The term is utilized widely in a number of industries,

most notably telecom. Value added services are often introduced to customers after the client has

purchased the core service that these ancillary offerings center around.

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In some instances, a value added service is something extra that is provided to a customer at no

additional charge. At other times, the ancillary service is offered to an existing customer as an

added service that is available for a modest additional fee.so here the mobile store VAS is good

then the one mobile store.

HELPFUL STAFF

Customer also want help ful stuff in the shop when they purchase a new hand set. Because it is


know every thing about the mobile phone.here good behave,helping nature is very much

important for him/her.here more good performance of the mobile store as people are more

satisfied then the one mobile stuff.33% customers are said the mobile store provided good

services.and is more helpful and good care any customers,any problem solve as much

possible.but one mobile store stuff are not helpful.so customers are more visit the mobile store.

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PRODUCT KNOWLEDGE

Product knowlodge is also very much important for the store keeper. At the time of purchasing

mobile phone people ask many question related to the handset. If the store keeper is not able to

give answer then it may become a point to lost the customer. 33% people are said most

important,27%people are said important,2% people are said unimportant,7% people are said lest

important-the mobile store.another is one mobile store 15% people are said most important,23%

people are said important,10% people are said unimportant,2% people are said lest important.so

that the mobile store stuff products knowledge is very good but one mobile store stuff products

knowledge not good.

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AFTER SALES SERVICES

customer support following the purchase of a product or service. In some cases, after-sales

service can be almost as important as the initial purchase. The manufacturer, retailer, or service

provider determines what is included in any warranty (or guarantee) package. This will include

the duration of the warranty "traditionally one year from the date of purchase, but increasingly

two or more years "maintenance and/or replacement policy, items included/excluded, labor

costs, and speed of response. In the case of a service provider, after-sales service might include

additional training or helpdesk availability. Of equal importance is the customer's perception ofthe degree of willingness with which a supplier deals with a question or complaint, speed of

response, and action taken. here the mobile store is provided good after-sales service but one

mobile store not provided good after-sales service.

FREE GIFTS

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Free gift is more important because free gifts is attracted the customers. Here the mobile store is

provided more gifts than the one mobile store.33% people are says that the mobile store provided

gifts to purchase time. As well as one mobile store are provided more gift to punches time.

PRICE DISCOUNTS


mobile phone. When they think about the price discount they mostly concentrate on the prduct

range. . here compersion between one mobile products range and the mobile latest handsets, 1 is

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lest important. 2 is unimportant. 3 is neutral. 4 is important. 5 is most important.the mobile store

and one mobile store are provided the price discount.

PRICE NEGOTIATION

Customer also want to price negotiation shop when they purchase a new hand set. Because it isvery much important that when a customer want to buy a mobile phone he/she should come toknow every thing about the price.here price negotiation is very much important for him/her.themobile store more price negotiation then the one mobile store.

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PROXIMITY


mobile phone.here compersion between one mobile proximity and the mobile proximity, 1 is lest

important. 2 is unimportant. 3 is neutral. 4 is important. 5 is most important.the mobile store ismore beter than the one mobile store.as the mobile store proximity is very high.

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AMBIENCE

Another important thinks is ambience. Here ambience of one mobile is very high to the mobile

store.41% people says that ambience of one mobile is good than the other store. only 2% people

told that one mobile ambience is not good. On the other hand the mobile store is not good

performing.

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Total 200 data are given, 33(16%) people are said they are anything bought from one mobile

store. and another 167(84%) people are said they are not anything bought from one mobile store.

so the less number of people are bought anything. why people are not bought there are number of

reason here-not latest handsets here, price range is high, not value added services here, customer

are not get free gifts, mobile store staff are not helpful and so many reason are happened. So one

mobile company try to find out their problems. i think main problem is price range, company not

provided free gifts to provided the customer.

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Recommendations

All though future axiom telecom ltd. has brought a nice concept of retailing the mobile in the

mobile market.

During my 45 days of summer training what I came to know that company has invested lots of

money in this business. Company has invested in store ambiance, right numbers of employees ,at

right place ,of right quality ,company is also taking care of the price of the mobile at one mobile

store,

Company has also brought new concept like EMI selling , after sell service .

Future group has also taken a tremendous step that, made a tie up with Axiom Telecom Retailer.

Future group get the advantage of Axiom Telecom Retailer distributions channels, and quality

control of the products.

Apart from all these strategies what I want to recommend to the company is that company should

give more attention on promotion strategies because people are not aware of one mobile store .

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88

Promotional strategies Adopted by one mobile

(1)Print media ad

(a) news paper ad

(b)magazine ad

(c)hoardings

(d)banners

(e)pamphlets

(f )poster

No

No

Yes

No

No

No

(2) Electronic media

(a) T.V ad

(b)Radio ad

No

No

(3) Web marketing No

(4) promotional campaigning Yes

(5) Indoor promotions

(a) free gifts Yes


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So, the company are try to more improved the promotional strategies because people are know

that what is one mobile store. they are no aware the one mobile store ,so company try to more

improve the promotional strategies.

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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 thats 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.

Due to lack of sufficient data and sufficient time we could not analyse the data in a

effective way in the second survey.

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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.

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From the second survey we have identify that people wants all attributes importantly neither less

nor more importantly, specifically Product specific attributes. But they want service specific

attributes very importantly, so we can say that service is very important factor while purchasing

the mobile handsets. People dont want to go that store which is near to their home or workplace

only nothing special is there. Very few people wants to upgrade their mobile handset once in six

months, maximum wants to upgrade until not required. Here we can compare TMS & One

Mobile to know the market position and we can say that there in no significance difference in

facilities between TMS and One Mobile shop. The main difference is the number of customer

which higher in TMS than One Mobile. But that is only for duration of stay in the market.

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 have good relation between customer and think all customer as

potential customer.

BIBLIOGRAPHY

Weitz L., 2003, Tata McGraw Hill Edition, Retailing Management.

Varley R.,Mohammed R., 2004, International Edition, Palgrave McMillan, Principles

of Retail Management.

Robbins. P.S., Ninth Edition, Prentice Hall of India, Organizational Behaviour

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www.wikipedia.org

www.axiomtelecom.com

www.futuregroup.in

www.pantaloon.com

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http://www.wikipedia.org/http://www.axiomtelecom.com/http://www.futuregroup.in/http://www.pantaloon.com/http://www.wikipedia.org/http://www.axiomtelecom.com/http://www.futuregroup.in/http://www.pantaloon.com/


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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?

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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 .

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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 PriceOffers 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

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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)

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 scaleof 1-10. (1=least important; 5=most important)

Attributes 1 2 3 4 5

Product Range

Latest Handsets

Lowest Price


Helpful Staff

Product Knowledge

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99/100


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=; least important 5= most important)

Attributes 1 2 3 4 5

Product Range

Latest Handsets

Lowest Price


Helpful Staff

Product Knowledge


Free Gifts

Price Discounts

Price Negotiation

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100/100

Proximity (Near to

home/workplace)

Ambience

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:

Documents

Palash Roy Project Report