ALOK'S - FinalReport

Matrix Cellular Services Page 1
A REPORT
ON
AREA MAPPING AND IDENTIFICATIONOF
TARGET CUSTOMER FOR SALES, CONSUMER
BEHAVIOR ANALYSIS
&
ANALYSIS OF PRODUCT DEVELOPMENT AND
STRATEGY IN MATRIX
BY
ALOK KUMAR RAJ (14BSP0130)
MATRIX CELLULAR SERVICES

A REPORT
ON
AREA MAPPING AND IDENTIFICATIONOF TARGET
CUSTOMER FOR SALES, CONSUMERBEHAVIOR ANALYSIS
&
ANALYSIS OF PRODUCT DEVELOPMENT AND STRATEGY IN
MATRIX
BY
ALOK KUMAR RAJ (14BSP0130)
MATRIX CELLULAR SERVICES
A report submitted in partial fulfillment of the requirements of PGPM
program of IBS MUMBAI
Submitted To:
Varun Kayal Prof. Naisha Sujan
Manager-International Sales ICFAI Business School
Matrix Cellular services Pvt. Ltd. Mumbai
Date of submission: 9th
JUNE, 2015.

ACKNOWLEDGEMENT
I have taken efforts in this project. However, it would not have been possible
without the kind supportand help of many individuals and organizations. I would
like to extend my sincere thanks to all of them.
I am highly indebted to Mr. Varun Kayal, international sales manager of Matrix
Cellular International Services Pvt. ltd. for his guidance and constantsupervision
as well as for providing necessary information regarding the project & also for his
supportin completing the project.
I am highly thankful to my project faculty guide Prof. Naisha Sujan, whosesupport
and invaluable guidance helped me understand the project better.
I would like to express my gratitude towards my parents & member of “Matrix
Cellular International Services Pvt. Ltd.” for their kind co-operation and
encouragement which help me in completion of this project.
Although there may be many who remain unacknowledged in this humble note of
gratitude there are none who remain unappreciated.

TABLE OF CONTENTS
Sr. no Chapters Page no.
1 Chapter 1 – INTRODUCTION
1.1 About the Company
1.2 MethodologyUsed
8
11
2 Chapter 2 – LITERATURE REVIEW
2.1 Indian TelecomIndustry
2.2 Factors consideredin Indian TelecomIndustry
2.3 Porter’s Five Force analysis ofIndustry providing
International Telephonysolutions to Indians Travelling
abroad
2.4 SevenHabits of highly successfulSales people
13
14
16
18
3 Chapter 3 – DISCUSSION
3.1 How I incorporatedabove seven habits
3.2 Mode of Communication
3.3 ConsumerBehavior
21
23
25
4 Chapter 4 – COMPARATIVE ANALYSIS
4.1 Matrix & its Competitors
4.2 MarketShare
28
30

5 Chapter 5 – PRODUCT DEVELOPMENT
5.1 Matrix Product Development
5.2 Voice & its SWOT Analysis
5.3 Data Card & its SWOT Analysis
5.4 FOREX& its SWOT Analysis
5.5 TravelInsurance & its SWOT Analysis
31
34
34
36
37
39
6 Chapter 6 – ANALYSIS
6.1 SWOT Analysis of Matrix Cellular
6.2 Analysis of Survey Questionnaire
41
42
7 Conclusion 47
8 Recommendations 48
9 References 50

ABSTRACT
Matrix cellular is the leading Telecom solution provider for the Indians travelling
abroad. It is the leading provider of complete Mobile and Data solutions. Matrix
provides service all around the world and has presence across India. With Matrix,
one cansave big ontheir international roaming expenses and can always stay in touch
with Matrix connectivity. The company started with a Vision to connect every
international traveler with convenient and cost-effective mobile solutions. Their hard
work paid off as they are the current market leaders with over 90% market share in
this segment. But there is still a lot to achieve.
The aim ofthis studyis identification oftarget customers and pitching them forsales,
through area mapping and understanding consumer behavior. Another area of this
study is product development and strategies adopted by Matrix cellular. Area
mapping helps in figuring out the mosteffective target area for the product. Accurate
Area mapping is of prime importance, as it helps in identifying potential target
customers in an efficient manner. So it becomes easy for sales personnel if area is
properly mapped. We can sell a product to a customer easily if we understand that
customer’s behavior and pitch him accordingly.
In order to keep up and remain a top player in the market a company needs to
constantly improve existing products and develop new ones. A company may need
to engage in new product development (NPD) due to changes in consumer
preferences, increasing competition and advancement in technologies. Matrix keeps

track of its competitor and tries to launch a better productin terms of price, service,
etc.
INTRODUCTION
ABOUT THE COMPANY:

As globetrotting becomes a way of life, it becomes equally important to seek
communication options which provide good connectivity and convenience to stay
connected across the world. Started in 1995, matrix cellular is the leading telecom
solution provider for Indian travelers going abroad.
Matrix caters to a wide audience including leisure & business travelers and students
studying abroad. Matrix provides service all around the world and has presence
across India. Matrix services include international SIM and Data solutions. With
Matrix one can save big on international roaming expenses and can always stay
connected. Matrix ever increasing portfolio of countries focuses on fulfilling
customer’s specific communication needs, when traveling abroad. Apart from SIM
and Data solutions, Matrix also offers FOREX card and travelling insurance is just
added to its portfolio.
Matrix has carved a niche for itself as a telecom consultant to International travelers.
Matrix has always believed in innovating new products and services to suit the
0market needs and enhancing the travel experience of every Indian going abroad.
Matrix is not alone in this segment, there are many competitors like lycamobile,
uniconnect, clay telecom, which are niche telecom service provider like Matrix but
Matrix is a true market leader with over 90% market share. Other than these
competitors there are many national telecom players like Airtel, Vodafone, Idea
which offer international roaming.
Thus, Matrix has a tough task to excel from its competitor by establishing a USP and
focusing on R&D for New Product Development in order to remain as a market
leader.

STRENGTHS OF THE COMPANY:
• It has got a popular and widely accepted Brand name.
• Matrix has many office and presence of distributors across India.
• Matrix cellular has got a very sound Database.
• It has strong corporatetie-ups.
• Every employee in Matrix has a Samsung Tablet to reduce paper work load.
• Matrix is enjoying first mover advantage and market leader position.
• Best of class infrastructure facility.
Matrix product portfolio broadly consists of international SIM cards, Data cards,
FOREXcard and Travel insurance. There are 2 types ofSIM card available- postpaid
and prepaid, to cater different types of people. Matrix believes in tailor made
solutions so they offer customization. They offer 32 country specific SIM cards and
a Global SIM card which can be used in more than 150 countries. They have
customized plans for different countries. They have Data cards for laptop and they
even offer iPad and tablet solutions. Apart from Data cards they offer Data packs
(BOLTONS) for Smartphone’s and Blackberry. Matrix offers FOREX card and
Currency for which they have tie up with ICICI bank, FOREX card can be used
across all VISA ATM’s and merchant establishments worldwide. FOREX cards are
of great help to avoid currency fluctuations, they are safe and secure, can be used
easily for E-commerce transactions, reloadable anytime anywhere. Recently Matrix
has added Travel insurance to their list of products. Basically they have formed an
Umbrella which caters to international traveler completely.

SOME KEY HIGHLIGHTS OF THE PROJECT:
1. Understand the business scenario of matrix.
2. Understand consumer behavior in buying matrix products.
3. Comparative analysis between Matrix and of its competitors.
4. To understand the various competitive parameters in the telecom industry.
5. Analyze Market Gap in terms of Matrix products.
6. Suggest area of improvement to fill in market Gaps if any.
7. To enhance the negotiating power and communication skills.
8. To understand the importance of ProductDevelopment.
9. To work in a team as a Team player and be able to handle Team effectively.
10. Observe and understand corporatework culture.
These are some highlights of the project which I will try to achieve.
METHODOLOGY USED:
PROJECTI
• Area mapping through Secondarydata for identifying Target customers.
• Tele-calling and speaking with administrative department head.

• Analyzing the competitor and comparing it with our products through
secondarydata available.
• Visiting the targeted company and fixing a meeting with concerned person.
• Understanding the customer, his needs and reacting accordingly.
• Performing relative analysis at the customerend through Personal interviews
and Questionnairemethod.
• With the help of Personal interviews or questionnaire filled by customers
-Analyze the perception of consumer towards the organization

-To derive out the consumer expectations & identifying gaps between
consumer expectation and service standards of the organization
-Identifying the gap between consumer expectation and actual productwhich
is being offered.
PROJECT II
• To study the products offered by Matrix.
• To analyze the productlife cycle.
• To analyze the pattern of increasing productportfolio of Matrix.
• Comparative and strategic analysis of the products offered by its competitors.
• Understanding the need of new ProductDevelopment keeping in mind market
dynamics.
• Finding market gap for new products through Personal interviews and
Questionnairemethod.
• Working on the gathered information, understanding the differences and
drawing inferences.
• Recommending necessary changes to improve on the necessary parameters in
comparison to competitors.

LITERATURE REVIEW
INDIAN TELECOM INDUSTRY
Indian telecommunication market is one ofthe largest in the world, with the number
of telecom subscribers second only to China's. In terms of infrastructure, India's
telecommunication network is the third largest in the world on the basis of its
customer base and it has one of the lowest tariffs in the world enabled by the hyper-
competition in its market. Themajor sectors oftheIndia telecommunication industry
are telephony, internet and broadcasting. Indian telecom industry underwent a high
pace of market liberalization and growth since 1990s and now has become the
world's most competitive and one of the fastest growing telecom markets. India has
the world's second-largest mobile phone user base with over 929.37 million users as
of May 2012. It has the world's third-largest Internet user basewith over 155 million
as of August 2014. There are around 15 operators competing in the market for the
telecom space in India. As per the latest annual report from Telecom Regulatory
Authority of India (TRAI), the total revenue in the telecom service sector was INR
4, 29,087 crore for the 2013-14, growth of about 10.1% from the previous year.
The industry is one of the most competitive and has the lowest tariff rates than
anywhere in the world. The call rates dropped from INR 16.80 in 1995 to INR 0.30
in 2012. Operators have been announcing new promotional schemes including
reduction in tariffs for voice call, slashing roaming charges and many more such
lucrative offers. Due to the fierce price war the profit margin and return of capital
has been declining over the years.

FACTORS CONSIDERED IN INDIAN TELECOM INDUSTRY:
• Price – Due to competitive nature the price is very low
• Traditional mobile services – Talk, SMS, MMS, Ringtones etc.
• Network Quality and coverage – The mobile infrastructure in India is still not
up to the mark and the Quality of service is effected (rated low based onTRAI
report)
• Internet and broadband services – Most of the major players are offering this
service but the quality and reach is not high.
• Pay for what you use – While most of the operators offer full talk time, but
most of time operators add value added services like ringtone, daily astrology
reports etc. without customer consent. TRAI report also shows that there is
deterioration on QoS in metering and billing credibility.
• Roaming Charges – Roaming charges in India are quire erratic and just
moving even within a state attracts roaming charges although the operator
does not incur in cost.
• Variety in Usage plans – Every operator has multiple usage plans for bothpost
pad and pre-paid services.
• Traditional Value added services- Standard value added services like call
forwarding, itemized billing, caller ringtones, music downloads are now a
standard in the Indian telecom industry. However there is lot of scope for
adding more features.

• M Commerce – Though most of the providers offer this service, the
penetration is still low because of security and customer awareness issue.
• Video Calls – New 3G players are only offering his service but the pricing is
very high. So this parameter has been ranked low.
• Entertainment (music download, IPTV) - Penetration is quite low and mostof
the subscribers do not see much value in the in this offering. The main reason
behind is the higher pricing and content not meeting expectations. Hence this
parameter is ranked low.
• Customer Services – Normally the high customer base is managed by
comparatively lower customer support executives; the QoS in this parameter
is low.

Porter’s Five Forces Model
Porter’s five forces model identifies and
analyzes 5 competitive forces that shape
every industry, and helps determine an
industry's weaknesses and strengths.
1. Competition in the industry
2. Potential of new entrants into
industry
3. Power of suppliers
4. Power of customers
5. Threat of substitute products

Porter’s Five Forces Analysis of Industry Providing
International Telephony Solutions to Indians Travelling
Abroad.
1. Rivalry among Existing Firms: There are many players like lycamobile,
Uniconnect, clay telecom, Matrix which are niche telecom service provider. There
are many national telecom players like Airtel, Vodafone, Idea which offer
international roaming.
2. Threat of New Entrants: For existing national telecom players, it’s not a tough
task to enter into this niche Industry. But for a whole new firm, it will not be easy to
enter this segment, as it requires, high capital investment, continuously evolving
technology and to provide lower tariffs.
3. Bargaining Power of Suppliers: Improved competitive scenario and
commoditization oftelecom services has led to reduced bargaining powerfor services
providers.
4. Bargaining Power of Customers: A wide variety of choices available to
customers has resulted in increased bargaining power for customers.
5. Threat of Substitutes: a). International Roaming, b). Prepaid Sim Card, c)Local
PCO

SEVEN HABITS OF HIGHLY SUCCESSFUL SALES PEOPLE
Habit #1: Be Pro-active.
Know your productand know your competition. It is impossible to sell effectively if
a customer is shopping your product as well as your competition. The first step in
effective selling is to know your producti.e. its strengths and its weakness and what
it offers to its target audience. The next step is to evaluate the competition's strengths
and weakness and compare it to your product. A personal inspection and honest
assessment will place the sales person in a position of strength in convincing a
customer to buy your productover the competition.
Habit #2: Begin with the end in mind.
This means to focus on the Goal. That is, if we know the destination we can build
the steps needed to get there. For example using numbers, 20 calls=6
appointments=2 sales.
Habit #3: Put first things first.
This means that we should prioritize things accordingly and then execute them. First
we should consider doing most important things then important and then less
important things, this will help to increase our efficiency.
Habit #4: Think WIN/WIN.
This means that Focus on the greatest good, that is think not only of you but also of
fellowmen. The best business is referral business. Identify key people that can help

you in your business. Introduce yourself and offer to help them. They in turn will
help you too.
Habit #5: Seek first to understand, then to be understood.
This tells us to be a good listener. Ask good questions to customers so that we can
understand their needs and wants properly.
Habit #6: Synergize.
One should be a great Team player. “The whole is greater than the sum of its parts.”
A sales team working together can produce far greater results than individuals
competing against each other.
Habit #7: Sharpen the Saw.
The only way to succeed is to continuously invest in yourself and your skills. One
should have balance in life: physical, emotional, spiritual and social.

DISCUSSION
As a marketing intern, for the initial stages of internship area mapping was allotted
to me. But I did not choose any specific area, as the whole city is full of
opportunities. Secondary data available through various sites online is very helpful
in area mapping. After this, I needed to pitch my Matrix products for sales. For
pitching our company’s product it was very important to gain complete knowledge
of Matrix products which I got through smart information website of the company
that they allowed me to access. Now there were two ways to pitch products either
by Tele-calling or directly visiting the targeted company. Both ways have their pros
and cons. I used both the methods for cold calling. It is easy to enter in some
companies whereas difficult in others, as some companies do not entertain sales
person and marketing executives. After entering a company, it is very important to
strike a conversation effectively. If we are able to create a good impression through
our communication, then there is bright chance for the meeting to be successful.
Implementation of SevenHabits of Highly SuccessfulSales people provided to be
of great help to me.

HOW I INCORPORATED ABOVE 7 HABITS:
Habit #1: Being proactive is the key to success. One should be proactive in their
approach rather being reactive. This habit increased my self-confidence, and was
ready to tackle any question asked by customer, as apart from knowing my products,
properevaluation of alternatives was done by me.
Habit #2:Forinstance my manager told me to generate 5 leads in a day. So in order
to get 5 leads I knew calling approximately 50 clients was needed, so that at least 5
leads are generated.
Habit #3: Sub dividing the work and giving priority accordingly is of prime
importance.
Habit #4: This habit helps a lot and increases flexibility. Suppose I am going to
some area and my colleague has his delivery in that area only, so I’ll do his work
and save his time. Some other day he will be helpful to me and reduce my burden.
Habit #5:Oneshould bea good listener. Whenever any customeris talking orasking
me any question, I made sure to listen to them carefully and understand them so that
solving their problem will be easy and accurate.
Habit #6: United we stand and Divided we fall. Same logic gets applied here. One
is better performer if he has a backsupport. WhenI needed something, like my client
is waiting and productneeds to be delivered on an urgent basis, but I dint have stock
so at that time my team member will act as a life saver. If a team is working in unity
helping each other then the target can be achieved easily.

Habit #7: I always try to update my knowledge with current affairs, technology, so
that I don’tget left behind and stay sharp & focused.

MODE OF COMMUNICATION
As per the statistics available provided byMatrix on modeof communication people
use when they travel abroad are as follows:
Decoding the above pie chart:-
38%-40% People use international roaming while traveling abroad, 25% people use
prepaid SIM card, and 30% people use calling cards or local PCO while traveling.
And around 5% people traveling abroad use Matrix SIM cards.
Therefore, Matrix caters around 5% people traveling abroad on all India bases.
Mode of Communication
International roaming
prepaid simcard
Callingcard/local pco
MATRIX cards
40%
25%
30%
5

The abovechart shows that there is a huge market which is untapped and opportunity
lying around.
Thus we can infer that Matrix cellular services have great opportunity to tap the
market as they have many advantages. They are leader in this niche market of
country specific SIM cards. Theyneed to focus ontheir marketing strategies in order
to attract untapped market and also focus on product development in order to
increase their credibility and try to retain their existing customers by providing them
with top quality service and assistance. Major chunk of share shows people use
international roaming while traveling which is exorbitant, so educating customers in
a properway might be a good factor in attracting those customers as Matrix is quite
costeffective and helps to save a lot if compared to international roaming.
Market share
Others
Matrix
95%
5%

CONSUMER BEHAVIOR
Consumer Behavior Analysis has endeavored to increase the diversity of
theoretical positions, methodological perspectives and empirical approaches
available to marketing research.
Consumer behavior is the study of when, why, how, and where people do or do not
buy product. It blends elements from psychology, sociology, social anthropology
and economics. It attempts to understand the buyer decision making process, both
individually and in groups. If we are able to understand our customer, we can
respond to them in an effective manner.

CONSUMER BEHAVIOR MODEL
I visited nearly 150 companies till date and interacted with various individuals. One
thing I have noticed that everyone was little different in their approach, but in most
of the cases customers were cost conscious. This shows the price sensitivity of
consumer which is commonly noticed in Indian markets.
Thus, in order to cater different types of consumer, Matrix has adopted
customization strategy. There are different cost structure and tailored plan for

different countries. There is huge demand for prepaid-cards, but matrix currently
focuses on post-paid.
Somecustomers are more knowledgeable then accepted, thatis why we should never
under estimate any one and be ready to answer all sorts of questions. Some
customers analyze the competitors thoroughly and have strong questions on why
they should chooseour productover others. Thus, we should be prepared to answer
them properly and even if we don’t know the answer we should answer them in a
witty manner.
Based on my observations two types of customer can be clearly classified, one is
corporatecustomer and other is individual customer. Corporate customers are more
satisfied compared to individual customers. Matrix offers various benefits to
corporate as they thrive on good relationships. Matrix has special tariff plans for
corporate customers. There is a one year tie-up between Matrix and other
organization to avail specialbenefits. Contractcanberenewed. Individual customers
are not able to get special offers which corporate customers get, although Matrix
provides tailored solutions for individuals, as each customer is important to a
company.

COMPARATIVE ANALYSIS
MATRIX AND ITS COMPETITORS:
DATA PACKS
Price/MB For 2 GB usage Savings
Vodafone,
idea
airtel, Rs 5.5/10kb=
Rs 564/MB
=564*(2*1024)
=1,155,072
---------
Matrix Rs 25-30/MB =61,400 90%
The above table shows that by using Matrix Data cards one can save up to 90%.
VOICE
For example tariff for GERMANY
RELIANCE AIRTEL VODAFONE MATRIX
Plan charges 499 3535 1499 499
Incoming calls 0 64 28 0
Local outgoing
calls
15 56 28 6
INTL calls to
INDIA
25 101 56 20.3
Local texts 10 21 6 20.3
Intl texts --- 21 --- 20.3
On an average Matrix customer saves up to 80% on Voice calls.

MATRIX FOREX CARD
Examples Credit Card Debit Card Traveler’s
Cheque
Matrix FOREX
card
Exchange
Fluctuation
Rs. 250 Rs. 250 No charge No Charge
Cross currency
Exchange
Rs. 875 Rs. 875 No Charge No Charge
Commission No Charge No Charge Rs.375 No Charge
Swipe charge 3% 1.56% --- No Charge
Thus from the above table we can very well see that Matrix FOREXcard is superior
to others. Apart from above mentioned benefits it has many other benefits as well
like- Standbycard available at the time ofsign up, E-commerce transaction, safe and
secure, avoid foreign exchange fluctuation, reloadable anytime anywhere, online
access to your account, insurance cover.
From above data we can see that Matrix has advantage over its competitors in terms
of products, service may stand as the differentiating factor.

MARKET SHARE:
COUNTRY SPECIFIC SIM CARDS
The above pie chart shows the market share of companies competing in country
specific SIM cards.
Matrix cellular is the market leader in this niche market. Matrix is India’s first
company to venture in this segment.
Uniconnect which started in 1996 is second company who ventured in this segment
and is a closestcompetitor compared to others.
Clay telecom started in 2000 also ventured in this niche market and gain good share
quite close to Uniconnect.
Reliance which is a big national player also jumped into country specific SIM card
market by offering “Reliance PassportService” but failed to attract more number of
customers.

Airtel Indian market leader also entered in this segment with “Airtel World” service,
but has a quite low market share.
PRODUCT DEVELOPMENT
With rapid advancements in materials and technologies, the product life cycle is
getting shorterand shorter. In orderto keep up and remain a top player in the market,
a companyneeds to constantly improve existing products and develop new ones. For
small companies, it can be especially difficult to invest in R&D. Product
Development helps to improve products and services in order to continuously satisfy
existing customers and attract new ones.
New Product Development (NPD) is the process ofbringing a new productto
the marketplace. Your business may need to engage in this process due to changes
in consumer preferences, increasing competition and advances in technology.
Innovative businesses thrive by understanding what their market wants, making
smart product improvements, and developing new products that meet and exceed
their customers' expectations.
'New products' canbe:
• Products that your business has never made or sold before but have been taken to
market by others
• Productinnovations created and brought to the market for the first time. They may
be completely original products, orexisting products that you have modified and
improved.

NEW PRODUCT DEVELOPMENT STRATEGY
With a well-considered new product development (NPD) strategy, we can avoid
wasting time, money and business resources. An NPD strategy will help us organize
our product planning and research, capture our customers' views and expectations,
and accurately plan and resource our NPD project. Our strategy will also help to
avoid:
• Over-estimating and misreading our target market
• Launching a poorly designed product, or a productthat doesn'tmeet the needs of
our target customers.
• Incorrectly pricing products.
• Spending resources we don'thave on higher-than-anticipated development costs.
• Exposing our business to risks and threats from unexpected competition.

The above chart shows the conventional way of new productdevelopment process.
The whole process may take long time depending upon the product.

MATRIX PRODUCT DEVELOPMENT:
VOICE:
Matrix started up with Voice products, which are country specific SIM cards and
Global SIM cards. Matrix was the first company to foray in this niche market and
establish a well-known brand name. Initially Matrix launched few country specific
SIM cards but as they progressed they went on establishing tie ups with more country
specific telecom service provider and now they offer 32 different country specific
SIM cards and along with that they offer Global SIM card which is applicable in
more than 150 countries.
Voice
•This was the 1stproduct launched.
•Matrix was 1stcompany to enter this niche market by
offering country specific SIMcards
Data Cards
•Matrix went with productextension and offered Data cards
in addition to Voice cards.
FOREX Cards
•Matrix then diversified and launched FOREX cards
•Matrix tied up with ICICI bank for FOREX card.
Travel
Insurance
•Recently Matrix added Travel Insuranceto its product
portfolio.
•Matrix has a tie up with Apollo Munich for Travel Insurance.

BENEFITS:
• Local postpaid mobile number of the country you are travelling to beforeyour
departure from India.
• Savings on International Roaming bills on voice SIM cards.
• Free incoming calls in most countries.
• Tailor made solutions.
SWOT ANALYSIS OF VOICE PRODUCTS:
Strengths
 Voice calling has becomebasic need
of an individual
 Customized plans to cater different
types of audience
 Competitive pricing
 Provide complementary handsets
Weakness
 Network issues in many countries
 Billing issue
 SIM cards available at international
airports abroad are relatively
cheaper
 Less country specific pre-paid
cards
Threats
 Country specific SIM cards
available at most airports
 VOIP
 More competitors entering this
niche market
Opportunities
 Large number of untapped customer
base
 More number of countries can be
catered
 More Rental plans can be added

 Local players have started reducing
international roaming
 Launch of more country specific pre-
paid cards.
DATA CARDS:
After acquiring good customer base Matrix launched new product- Data cards.
Along with Data cards Matrix offered Data packs. This Data card can be used in
laptops, Matrix even provide Data card for iPad and tablets. Along with this Matrix
gives Data service to Blackberry users for both Enterprise (BES) and Individual
(BIS) servers. There are three types of Data cards- Country specific Data cards,
Europe Data card and Global Data card. All these Data cards have different plan and
tariff structure depending upon the country that customer travels.
BENEFITS:
• Cost-effective: Economical than using Indian data cards abroad
• Avoid the hassle of finding Wi-Fi zones in hotel abroad
• Convenient: freedom to connect; anytime, anywhere
• Excellent network connectivity
• Billing in Indian Rupees
• Various Data packages to choosefrom

SWOT ANALYSIS OF DATA CARDS:
Strengths
 High quality network with 3G
speed available abroad
 Compatible with all platforms 
Configuration is easy
Weakness
 Data cards are relatively costly
 Different Data card needed for
laptop and tablets
Threats
 Wi-Fi option available abroad
 New technology like WIMAX
Opportunities
 More customization in rental plans
 Mifi hotspots
FOREX CARD:
After successful launch of Voice and Data card products, Matrix diversified into
FOREX card. Previously we have seen the comparisonof FOREX card with Credit,
Debit card and traveler’s cheque. We have seen clearly that Matrix FOREX cards
stands out and is a clear winner. Currently Matrix offers FOREXcard for9 countries.
FOREX card is very convenient for traveler as it has many advantages.
BENEFITS:

• Standby card is available at the time of sign up. Even if traveler loses his/her
primary card they have the option of using their secondary card already
provided
• E-commerce transactions - The card can be used for online purchases and
transactions.
• Avoid foreign exchange fluctuation.
• Safe and secure - The card has an embedded chip which stores encrypted and
confidential information offering a greater level of security against
counterfeiting.
• Reloadable anytime, anywhere.
• Online access to card account.
• Insurance cover.
SWOT ANALYSIS OF FOREX CARDS:
Strengths
 No carrying cost
 Easy and convenient in use
 Recharge of card is easy
 Provides more benefits than credit or
debit card
Weakness
 Only 9 countries FOREX card
available
 Awareness is low
 Customers prefer carrying cash

Threats
 Competitors launching similar
product
Opportunities
 More number of countries can be
catered
 FOREX marketing can be done
separately and huge revenue can be
raked in
TRAVEL INSURANCE:
This is the new productadded to Matrix productportfolio. It has a tie up with Apollo
Munich for insuring traveler. Various plans are available for traveler availing
traveling insurance. I don’thave much knowledge about this productas it is recently
launched and Company is yet to give training on this. The scopeof this productcan
be derived with the compulsion of Travel insurance for visa purpose in some
countries like Schengen countries.
SWOT ANALYSIS OF TRAVEL CARDS:
Strengths
 Tie up with Apollo Munich
 Already possessdatabase
targeting customer
 Strong Distributing channel
for Weakness
 Low awareness among the masses
 Not the main productof Matrix
 Customer give less importance to
insurance

Threats
 Ticketing agencies
 Online insurance agencies
 More established players already
exist
Opportunities
 Online shopping of travel insurance
 Can offer a complete package to the
customer with attractive pricing
In Matrix, new productdevelopment can be done in minimum of 24 hours. That is,
new tariff plans can be availed and customized for mass customer. Basically there
are 4 broad products in Matrix, however there are new developments made in two
of the products-SIM cards and data cards quite frequently, keeping in mind the
changing marketing dynamics.
Recently 4 weeks ago there were new plans launched of rental 99,199, 300 keeping
in mind the competitors pricing, as uniconnect, clay telecom and Lyca mobile had
launched products with comparatively less pricing. Thus, in order to sustain in such
a competitive market, company have to keep in track with competition as well as the
improvement and inventions in technology, otherwise there is possibility of lacking
behind and competitors marching ahead.

ANALYSIS
SWOT ANALYSIS OF MATRIX CELLULAR
STRENGTHS:
• First mover advantage, matrix has more than 15 years of excellence.
• It has pan India presence and expansion is constant.
• Matrix is leader in country specific SIM cards and has major market share.
• Matrix has strong corporate tie-ups.
• Its Value added services are major assets.
• FOREX card is quite appreciated by customers.
WEAKNESS:
• Most of the sales people are not competitive and make wrong commitments.
• The billing system is not perfect.
• Customer care needs more focus and attention.
• Lack of proper media plan for spreading awareness.
• Huge untapped market left.
• Customers are not well aware of value added services.
• High employee turn-over rate.
OPPORTUNITIES:
• Mergers and acquisitions are possible.

• Mobilize work force in different dimension to excel.
• Can cater to huge untapped market.
• Focus on New productdevelopment by spending in R&D.
• More number of countries can be catered.
THREATS:
• Market is unpredictable.
• VOIP services like Skype.
• Upcoming companies like LYCA mobile posethreat to matrix.
• Lower call rates of competitors.
• Advanced technology like WIMAX.
ANALYSIS OF SURVEY QUESTIONNAIRE:
The sample size is 150 and the population of sample size included corporateclients
and HNI’s.
From different questions asked in the questionnaire following can be inferred-
Q) HEARD ABOUT MATRIX CELLULAR? IF YES, FROM WHICH
SOURCE?

Out of 150 people 108 people knew about matrix and 42 didn’t. This shows that
there is still less awareness among people as the sample size is desired target
population. So, marketing strategies like advertising and promotions should be
adopted by matrix in order to spread awareness.
Among the source, print media was most popular; out of 108 people 64 people came
to know about matrix through print media mostly by Times of India paper, as matrix
has barter system with Time of India. As this newspaper regularly advertise about
matrix. Matrix has strong alliances, with top multinationals in various sectors.
Response
yes
no
28%
72%
source
print
Radio
telivision
alliances
others
%60
%30
%4
%5
1%

Matrix is also tied up with KKR, the IPL team. This forms a great source of
advertisement. Radio and Television form a very small part; recently new initiatives
like satellite media advertisements have started which might prove good for
company.
Q) WHICH MODE OF COMMUNICATION DO YOU USE WHEN YOU
TRAVEL ABROAD?
This observation is quite parallel to the data which I got through matrix of all India
bases.
Out of 150, 53 people used International roaming. 37 people used pre-paid cards
while traveling abroad. 30 people used calling cards. 23 peopleused country specific
SIM cards. Whereas, 7 people used local PCO’s in abroad. This shows that country-
specific SIM cards ratio is very low compared to others. There is huge scope for
Matrix to barge in and gain competitive advantage as they offer cost effective
products through country specific SIM cards.
Q) HAVE YOU HEARD ABOUT MATRIX BOLTON?
mode of communication
International roaming
pre-paid cards
callingcards
Country specific SIMcard
others
%35
25%
20%
%15
%5

Matrix Bolton means data packfor Smartphone’s. Outof 108, 76 people knew about
this value added service whereas 32 people were unaware, which is a huge number.
This shows that customer is not properly informed; therefore sales personnel should
be trained properly and they should be able to update customers about the products
that Matrix offers in detail.
Q) DO YOU KNOW THAT MATRIX DEALS IN FOREXCARDS AND
CURRENCY?
Response
Yes
No70%
30%

Out of 108 people who knew about matrix, 81 people knew about Matrix FOREX
card and currency whereas 27 people dint know that Matrix deals in FOREX. This
again shows that there is a communication gap between Matrix sales personnel and
target audience. ProspectiveCustomers are notproperly educated aboutthe products
which Matrix offers. Apart from lack of sales person skill other factors such as
promotion and advertisements must also be focused. So that Matrix is able to bridge
communication gap and customer gets aware of the productportfolio which Matrix
offers.
response
Yes No
75%
25%

CONCLUSION:
Matrix Cellular International Services Pvt. Ltd is a market leader, but in order to
retain its position it has to adapt to changing market dynamics and devise strategies
to tackle competitors. The USP of Matrix is that its primary voice product has
incoming free in majority of the countries. There is a huge growth opportunity for
Matrix, they need to march ahead in right direction, and employee motivation should
be focused.
Pre-paid cards have huge demand and would be successful in market, but as per
companies point of view more revenue is generated through post-paid and thus
focused more. Focus on new product development is also very important, as
technology evolves in a fast pace. Matrix should try to overcome the drawbacks and
weakness of its products and convertit into its strength. By increasing marketing and
advertisement budget, Matrix can spread awareness among masses more effectively.
Matrix has strongalliances with big multinationals; it should focus moreoncustomer
service in order to retain their high profile corporate, customers and HNI’s.

RECOMMENDATIONS
• Try and make more and more channel partners as they would increase the
sales.
• Concentrate more on the Telecom retailers as they understand the industry.
• Travel agents should be encouraged to sell the cards by giving them
commission as they have potential to up-sell.
• Advertisement should be doneon consistentbasis to create more awareness in
the market. Company should encourage promotional campaign in commercial
areas.
• Retention of existing customers, updating them with company’s progress and
new products.
• Focus on new product development as product life cycle of technological
productis comparatively low.
• Matrix is a market leader and so it should do a frontal attack on the existing
markets.
• More number of Country specific Pre-paid SIM cards should be launched as
it is demanded by customers. Training and Development of sales personnel
should be focused.
• Motivating employee is one of the main factors which should be paid heed in
order to reap desired results.

• Customer care services provided to the active customers should be more
efficient towards the problem solution.
ATTACHMENTS
SURVEY QUESTIONNAIRE

REFERENCES
 Blue ocean strategy- Indian telecom industry.
 7 habits of highly effective sales people- Stephen Covey.
 Marketing Management- By Philip Kotler.
 Telecom watch- January 2010 addition
 www.rcom.in
 www.airtel.in
 www.ideacellular.com
 www.matrix.in

ALOK'S - FinalReport

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