Sales mangement


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Point of Sales Management for the Telecom Operators in PUNE

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    1. 1. POINT OF SALE MAPPING FOR PUNE SYNDICATE 10 Marketing & Finance-2009-11
    2. 2. Objectives of Point of Sale Mapping <ul><li>Understand the policies adopted by operators to boost sales and beat competition </li></ul><ul><li>Understand the view of telecom retailers </li></ul><ul><li>Identify the key retailers of each of these areas </li></ul><ul><li>Identify which Cellular Service Provider (CSP) leads in each of the areas </li></ul><ul><li>Identify the effect of retailer’s influence on customer’s buying decision </li></ul><ul><li>Find out if the retailers are well acquainted of the various schemes offered by operators </li></ul><ul><li>Observe the methods of creating visibility by various CSPs </li></ul><ul><li>Identify the best practices adopted by CSPs in provisioning of services </li></ul>
    3. 3. <ul><li>Market Storming (Rural – 125, 90+; Urban (200, 110+) </li></ul><ul><li>Adopting Commodity Approach </li></ul><ul><li>Appointing spokes to leverage on linguistic benefits and local relationships </li></ul><ul><li>Margins on SIM cards </li></ul><ul><li>Commissions and incentives on activations </li></ul><ul><li>Commissions on recharge </li></ul><ul><li>Rotation makes low margins high </li></ul><ul><li>Commissions on ID collections </li></ul><ul><li>Penalties on failed verification and TAT </li></ul><ul><li>Target for PRCs </li></ul><ul><li>Load and Investments by distributors </li></ul><ul><li>Classification of customers </li></ul><ul><li>Canopy drives </li></ul>How Operators Promote Sales
    4. 4. S.B. Road, Model Colony & Gokhale Nagar <ul><li>S.B. Road and Model Colony are residential areas with few retailers. But, these areas have a sizeable student population due to institutes like Symbiosis and Sadhana </li></ul><ul><li>Gokhale Nagar has a mixed population of middle class, lower-middle class and students living on flat-sharing basis </li></ul><ul><li>Airtel enjoys a favourable perception amongst the students and leads in sales. Reliance GSM is selling more in Gokhale Nagar </li></ul><ul><li>Retailer’s influence on customer’s buying decision: </li></ul><ul><ul><li>“ Idea jyada bikta hain. Network achcha hain” – Planet Mobile, Model Colony, in the month of April. </li></ul></ul><ul><ul><li>The same retailer now sells 350 SIMs of Airtel and only 150 SIMs of Idea per month, simply because he is getting free SIMs and unbarring schemes, which promise higher returns on achieving targets of Airtel </li></ul></ul><ul><ul><li>The retailer pushes for SIMs he wants to sell by influencing customers, and often succeeds </li></ul></ul>Companies keep bringing such schemes to push their SIMs in the market
    5. 5. <ul><li>Perception about Reliance: </li></ul><ul><ul><li>“ Shuru mein customers bahut aaye. Supply nahi tha. Jab tak SIMs aaye tab tak logo ko pata chal gaya ki connectivity nahi hain” – Ramesh Market, SB Road </li></ul></ul><ul><li>Tata Indicom distributor got a mixed response, with some retailers complaining about his service: </li></ul><ul><ul><li>“ 100 mein se 80 SIM ko activate hone mein jyada time lagta hain. Distributor ka aadmi CAF apne pass le kar yaha-waha ghumta rehta hain” – Planet Mobile, Model Colony </li></ul></ul>Ramesh Market at SB Road, near Symbiosis campus. Majority of recharges at this outlet are of Airtel, which is preferred by students S.B. Road, Model Colony & Gokhale Nagar
    6. 6. S.B. Road, Gokhale Nagar & Model Colony [Activations & revenue of key retailers] 13, 20, 000 <ul><li>Number of SIM activations per month </li></ul><ul><li>Recharge revenue figures in Rupees </li></ul>13500 + 4500 3500 10000 9000 3500 * = + + + + 44000 44000 30 = Sr. No. Name of the Shop No. of Activations Recharge Revenue/Day 1 Ramesh Market, SB Road 300-400 15,000-20,000 2 Om Mobile Shoppe, Model Colony 300 9,000-12,000 3 Planet Mobile, Model Colony 450-500 10,000 4 Mayur Mobile Shoppe, Model Colony 200 5,000-6,000 5 Deepali, Model Colony 200-250 12,000-15,000 6 Shileshwar, Gokhale Nagar 1,000-1,500 12,000-15,000 7 Aadesh Enterprises, Gokhale Nagar 100 3,000-4,000 8 Oscon Enterprises, Gokhale Nagar 80-100 8000-10,000 9 Ghanshyam Digital, Gokhale Nagar 350 10,000 10 Galaxy Mobile Shoppe, Gokhale Nagar 60-70 3,000-4,000 11 Hello Mobile Shoppee, Gokhale Nagar 80 4,000-5,000
    7. 7. Kothrud: Paud Road & MIT <ul><li>Kothrud, a suburban residential area, is a very good market for SIMs. The area has a huge student population due to MIT (Maharashtra Institute of Technology) group of institutes </li></ul><ul><li>Reliance GSM has gained market share in this area, although Airtel is the leader, due to favourable perception among students </li></ul><ul><ul><li>“ Reliance GSM bahut chal raha hain. Sasta hain aur har roz ka 1 rupaiya bhi nahi kat-taa. Students aayenge toh Airtel chalega” – Jaihind Mini Market, Kothrud </li></ul></ul><ul><ul><li>“ Abhi din ke 5 SIM jaate hain. College shuru hoga toh din ke 50-60 SIM jaayenge” – Mobile Center, Kothrud </li></ul></ul>Boards outside Jaihind Mini Market and Keshar Super Market at Kothrud, displaying attractive schemes. They keep promoters of Idea, Airtel & Vodafone, frequently change schemes and together, they claim to sell close to 6500-7000 SIMs per month
    8. 8. Kothrud: Paud Road & MIT <ul><li>Keshar Super Market sells SIMs with limited validity and free talk time, due to which, students buy these SIMs, use the talk time and then discard them. Hence, the outlet does large number of SIM sales </li></ul><ul><ul><li>Both Keshar and Jaihind Market are upset with Tata Indicom’s service, due to lesser number of visits by the DSE. Idea and Airtel serve the area well, with daily visits to these outlets </li></ul></ul><ul><li>Huge numbers can be achieved from targeting outlets at MIT road, which cater to students, with cheaper STD calling rates </li></ul><ul><li>Perception about coverage: </li></ul><ul><ul><li>“ Idea ka network best hain. Reliance ka network Airtel jaisa (not good) , shaam ko down ho jaata hain” – Mahendra Electronics and Electrical, Kothrud </li></ul></ul><ul><li>Increased competition has led to reduced margins for retailers </li></ul><ul><ul><li>“ Sirf handsets bechta hoon. Khachra kar diya hain SIM market ka. Margin nahi aata” – Cell Care, Kothrud </li></ul></ul>Sample schemes for limited validity SIM cards which give either jumbo talk time or reduced call and SMS rates
    9. 9. Kothrud: Paud Road & MIT [Activations & revenue of key retailers] <ul><li>Number of SIM activations per month </li></ul><ul><li>Recharge revenue figures in Rupees </li></ul>Sr. No. Name of the Shop No. of Activations Recharge Revenue/Day 1 Aniket Electronics, Kothrud 500 35,000 2 New Laxmi Mobile Shoppe, Kothrud 150 12,000-15,000 3 Sai Mobile Shoppe, Kothrud 500-600 28,000 4 S-CON, Kothrud 200-250 8,000 5 Phone Sure Mobile shoppe, Kothrud 200-250 3,00-4,000 6 Ambika, Kothrud 300-400 20,000 7 Mahavir Mini Market, Kothrud 600-700 20,000 8 Sai Telecom, Kothrud 200-300 6,000-7,000 9 Keshar Super Market, Kothrud 5,000-6,000 No 10 Jaihind Mini Market, Kothrud 1,200-1,500 15,000-20,000 11 Nootan Communication, Kothrud 600 20,000 12 City Mobile, Kothrud 1,000 8,000-10,000 13 Big-B Book Depot, MIT 2,000 25,000 14 Prakash Mobile Shoppe, MIT 600 20,000 15 U-Deserve, MIT 200 10,000
    10. 10. J.M. Road & F.C. Road <ul><li>These roads are in the heart of Pune city (with a number of retail outlets) and witness very high traffic and foot falls. With respect to brand visibility and SIM sales, these roads are very important </li></ul><ul><li>Shops on JM Road prefer keeping glow sign boards (GSBs) of Nokia. Nokia has also developed attractive in-shop visibility at many outlets. Nokia, as a brand, pulls crowds in and also pays rental to these outlets </li></ul><ul><li>FC Road is frequented more by students. Airtel sells the most, as it has a very good brand perception amongst students. Reliance GSM is picking up due to night calling rate of 5 paise/minute </li></ul><ul><ul><li>“ Airtel network mein problem hain phir bhi students Airtel lete hain. Girlfriend se baat karne mein sasta padta hain” – Manmoti Variety, JM Road </li></ul></ul><ul><ul><li>“ (Student) couples aate hain aur Airtel ya Reliance ke do-do SIM le kar jaate hain. Waise recharge maar kar Idea aur Vodafone mein night calling sasta ho jaata hain, phir bhi students ko Airtel hi chahiye hota hain, pata nahi kyun” – Telephone Bazaar, FC Road </li></ul></ul>
    11. 11. J.M. Road & F.C. Road <ul><li>Perception about coverage </li></ul><ul><ul><li>“ Idea best hain. Network achcha hain. Airtel ka network achcha nahi hain” – JM Mobile Shoppe, JM Road </li></ul></ul><ul><ul><li>“ 5 attempts ke baad Reliance ka phone lagta hain” – Kensha, JM Road </li></ul></ul><ul><ul><li>Customer perception: </li></ul></ul><ul><ul><ul><li>“ Airtel bundh karke Idea liya maine” – Idea customer at Mobile Store, JM Road </li></ul></ul></ul><ul><ul><ul><li>“ Shaam ko thoda dikkat deta hain” – Reliance customer at Mobile Store, JM Road </li></ul></ul></ul><ul><li>Perception about dwindling margins in selling SIMs </li></ul><ul><ul><li>“ Paanch-Paanch rupai kamaate hain. Margin nahi aata” – World Telecom, JM Road (stopped selling SIMs, now sells handsets only) </li></ul></ul><ul><ul><li>“ SIM kam se kam 50 rupai ka toh hona hi chahiye” – Mobile Zone, JM Road (not interested in selling SIMs for Rs 10) </li></ul></ul><ul><ul><li>“ Vodafone ka Rs 250 wala SIM le lo. Uss par Rs 250 ka Talk time aayega” – Manmoti Variety, JM Road (pushing for it as it gives higher margins, as compared to life time SIMs, sold for Rs 10 – Rs 30 at JM Road </li></ul></ul>
    12. 12. J.M. Road & F.C. Road <ul><li>As there are number of CSPs, retailers push for SIMs of companies which give higher margin and better service </li></ul><ul><ul><li>“ Customer kuch bhi soch kar aaye, hum wahi bechte hain jo bechna hota hain” – Siddhivinayak Mobiles, FC Road </li></ul></ul><ul><ul><li>&quot;Reliance GSM wala aadmi roz aata hain. Activation phone par ho jaata hain. Documentation ka koi panga nahi hain” – Mobile World, JM Road (Reliance GSM sells more at this outlet) </li></ul></ul><ul><li>Many retailers are upset with Tata Indicom’ service, moslty with delay in SIM activations. Rushabh Logistics (based at Karve Road) was temporarily serving the area and was not able to serve it properly. Recently, MV distributor has started catering to this area </li></ul>
    13. 13. JM Road & FC Road [Activations & revenue of key retailers] <ul><li>Number of SIM activations per month </li></ul><ul><li>Recharge revenue figures in Rupees </li></ul>Sr. No. Name of the Shop No. of Activations Recharge Revenue/Day 1 JM Mobile Shoppe, JM Road 700-800 10,000 2 Kensha, JM Road 400-500 10,000-12,000 3 JM Communications, JM Road 250 20,000 4 Chaitra Enterprises, JM Road 250 20,000 5 Mamta Novelties, JM Road 200 10,000 6 Mobile Zone, JM Road 100-120 4,000 7 Telephone Zone, JM Road 100 4,000-5,000 8 Galaxy Mobile Shoppe, JM Road 100-150 4,000 9 Manmoti Variety, JM Road 150-200 10,000-15,000 10 Royal Varieties, JM Road 100 4,000-5,000 11 Telephone Bazaar, FC Road 750 8,000-10,000 12 Deepali General Store, FC Road 200-250 7,000-8,000 13 Siddhivinayak Mobiles, FC Road 100 3,000-4,000 14 Global Mobile Shoppe, FC Road 30-40 8,000 15 FC Mobile Shoppe, FC Road 30-40 7,000
    14. 14. Sinhagad Road & Wadgaon <ul><li>Sinhagad Road, including Wadgaon Budruk and Wadgaon Dhayri, is a good market for SIM and recharges </li></ul><ul><li>However, it is a very price sensitive market. Companies achieve high SIM sales when they sell at cheap prices </li></ul><ul><li>Vodafone’s service and distributor (Chacha distributor, Market Yard) were also perceived to be the best </li></ul><ul><ul><li>“ Turant activation hota hain” – Anand Shoppe, Sinhagad Road </li></ul></ul><ul><ul><li>“ 7 din mein claim settle ho jata hain. Baaki companies mein 1 se 2 mahine lagte hain” – Shree Gurudev Mobile Shoppe, Sinhagad Road </li></ul></ul>Vodafone Life Time SIMs available for Rs 5 only at Sinhagad Road. While this scheme was active, Vodafone was dominating Sinhagad Road and Wadgaon market
    15. 15. Sinhagad Road & Wadgaon <ul><li>However, when Vodafone discontinued this scheme and its SIM’s MRP increased to Rs 25, its volumes fell dramatically. Consider: </li></ul><ul><ul><li>Friends mobile shoppe, Wadgaon Dhayri had sold 450 SIMs in May, out of which 400 were of Vodafone. In June, it sold only 240 SIMs, 70 of which were of Vodafone. </li></ul></ul><ul><ul><li>Similar is the case of many other retailers, who sold huge numbers of Vodafone, are now reporting fewer numbers </li></ul></ul><ul><li>Some retailers complained about Reliance GSM’s bad service, with respect to SIM activation and CAF collection. Airtel’s bad perception about its network persists here too </li></ul><ul><ul><li>“ Reliance customer ko nahi dikhaate” – Prashant Mobile, Sinhagad Road </li></ul></ul><ul><ul><li>“ Airtel ka network building mein kam aata hain. Airtel chhod kar log Idea aur Vodafone le rahe hain” – Shree Gurudev mobile shoppe, Sinhagad Road </li></ul></ul>
    16. 16. Sinhagad Road & Wadgaon [Activations & revenue of key retailers] <ul><li>Number of SIM activations per month </li></ul><ul><li>Recharge revenue figures in Rupees </li></ul>Sr. No. Name of the Shop No. of Activations Recharge Revenue/Day 1 Punyai Gift Shop, Sinhagad Road 200-250 8,000 2 Prashant Mobile, Sinhagad Road 200-250 8,000 3 Prasad Shoppe, Sinhagad Road 150-200 10,000 4 Shree Gurudev Mobile Shoppe, Sinhagad 1,000 7,000-8,000 5 Tushar Mobile, Wadgaon Budruk 200-250 8,000-10,000 6 Namo Mata Mobile, Wadgaon Budruk 100-200 5,000-6,000 7 Saapriya ‘A’, Wadgaon Budruk 500-600 12,000 8 Krishna Stationary, Wadgaon Budruk 600-700 12,000-15,000 9 Parshwa Communication, Wadgaon Budruk 800-900 20,000 10 Yash Mobile Shoppee, Wadgaon Budruk 200-250 5,000 11 Akshay Telecom, Wadgaon Dhayri 250-300 6,000-7,000 12 Amit Enterprises, Wadgaon Dhayri 200-250 6,000 13 Shiv Parvati, Wadgaon Dhayri 400-450 5,000 14 Durga Mobile Shoppee, Wadgaon Dhayri 800-900 15,000
    17. 17. Sinhagad Road & Wadgaon [Activations & revenue of key retailers] <ul><li>Number of SIM activations per month </li></ul><ul><li>Recharge revenue figures in Rupees </li></ul>Sr. No. Name of the Shop No. of Activations Recharge Revenue/Day 15 Friends Mobile Shoppee, Wadgaon Dhayri 250-300 3,000-4,000 16 Mobile World, Wadgaon Dhayri 150-200 20,000 17 Shri Mahalaxmi, Wadgaon Dhayri 150-200 8,000 18 Saapariya ‘B’, Wadgaon Dhayri 150 15,000 19 Vaishali Mobile Shop, Wadgaon Dhayri 150-200 10,000 20 Ram Mobile Shoppee, Wadgaon Dhayri 200-250 10,000
    18. 18. Karve Road & Karve Nagar <ul><li>Karve Road has quite a few retailers selling SIMs and is good from brand visibility point of view </li></ul><ul><li>Karve Nagar is a high potential market for SIMs and companies are pushing their SIMs in market by giving them free or less than Rs 10 </li></ul>Abhishek Traders (Karve Nagar), a provisional store, is Airtel Navratna Partner, keeps promoters of Reliance GSM & Vodafone and sells close to 2000 SIMs per month <ul><li>Retailers achieve good volumes but get very low margin </li></ul><ul><ul><li>“ Pehle main ladke rakhta tha form bharne ke liye. Har form ka 5 rupaiya deta tha. Ab kaha se hoga?” – Neha Toys and Mobile Shoppe, Karve Nagar </li></ul></ul><ul><ul><li>“ Vodafone waale aate hain, chhatri laga ke SIM free mein de kar jaate hain. Koi paisa de kar SIM kyun lega” – Navnath General Store, Karve Nagar </li></ul></ul>
    19. 19. Karve Road & Karve Nagar <ul><li>People from UP and Bihar prefer Vodafone, according to Apex Mobile gallery at Karve Nagar: “Kyunki uss mein Ringtone (CRBT) asaani se set ho jaati hain” </li></ul><ul><li>Retailer’s influence on buying decision </li></ul><ul><ul><li>“ Customer Airtel soch kar aata hain aur hum bolte hain, ‘Bekaar network hain. Uss se achcha Idea le lo ussi bhaav par’ aur customer bolta hain, ‘Haan, barabar, barabar’ ” - Sharaddha Mobile Shoppe, Karve Nagar, who pushes for Idea due to higher margins </li></ul></ul>Ritesh Mobile Shoppe, near Cummins College keeps a Reliance GSM promoter. Pushing SIMs by selling them cheap or with attractive schemes <ul><li>Idea leads in SIM sales in the area, however, Airtel leads in outlets near Cummins College </li></ul><ul><li>Documentation hassles with outstation students </li></ul><ul><ul><li>Some students don’t have rent agreements as address proofs </li></ul></ul><ul><ul><li>Retailers bend the rules by giving connections on behalf of local friends or guardians </li></ul></ul>
    20. 20. Karve Road & Karve Nagar [Activations & revenue of key retailers] <ul><li>Number of SIM activations per month </li></ul><ul><li>Recharge revenue figures in Rupees </li></ul>Sr. No. Name of the Shop No. of Activations Recharge Revenue/Day 1 Anand General Store, Karve Road 1,200-1,500 9,000-10,000 2 Om Services, Karve Road 100 25,000 3 RS Telephone Shoppe, Karve Road 100-150 4,000-5,000 4 Jalaram Enterprises, Karve Road 400-500 20,000-25,000 5 Pal’s Telemart, Karve Road 100 5,000-6,000 6 Navjyot Teleshoppe, Karve Road 1,200 20,000 7 Mahadev Mobiles, Karve Nagar 500-600 30,000 8 Apex Mobile Gallery, Karve Nagar 400-500 12,000 9 Abhishek Traders, Karve Nagar 1,800-2,000 15,000-20,000 10 Sharaddha Mobile Shoppe, Karve Nagar 300-350 8,000-10,000 11 Ganesh Varieties, Karve Nagar 100-150 6,000-7,000 12 My Mobile Shoppe, Karve Nagar 400-450 20,000 13 Ritesh Mobile Shoppe, Karve Nagar 1,000 15,000-20,000 14 Riya Mobile Shoppe, Karve Nagar 100 10,000-12,000
    21. 21. Aundh, Baner, Pashan & Bavdhan <ul><li>Aundh is a majorly a recharge market </li></ul><ul><ul><li>Retailers in Aundh market do not sell recharges below Rs 30. Very few stock SIMs </li></ul></ul><ul><ul><li>“ Dukaandaro ko ab interest nahi raha SIM bechne mein. (Due to low margins). 100 ka recharge karo aur 2 rupai kamao, kya matlab hain?” – New Baba Collection, Aundh </li></ul></ul><ul><li>Aundh, Baner and Bavdhan are residential, upper-middle class areas. Many IT professionals working in Hinjewadi live here. Aundh Gaon has middle and lower-middle class people </li></ul><ul><li>Pashan has middle and lower-middle class Maharashtrian population. The area is fast developing, with new high-rises coming up on Pashan-Sus Road </li></ul><ul><li>Idea leads in SIMs and recharges </li></ul>Vodafone, Idea, Airtel & Reliance have exclusive stores in close vicinity of each other in Aundh
    22. 22. Aundh, Baner, Pashan & Bavdhan <ul><li>Perception about Service Providers: </li></ul><ul><ul><li>Local Maharashtrian people prefer Idea whereas outstation people prefer Airtel and Vodafone in Pashan </li></ul></ul><ul><ul><li>“ Airtel ke activation hone mein 2 din lagte hain isliye Airtel bechna bundh kar diya” – New Baba Collection, Aundh </li></ul></ul><ul><ul><li>“ Reliance GSM network bahut bekaar hain, dukaan ke andar network nahi aata. Recharge karne ke liye dukaan ke bahaar jaana padta hain” – Laxmi Mobile Shoppe, Pashan </li></ul></ul><ul><ul><li>Reliance is giving attractive schemes to retailers to push its GSM SIMs: </li></ul></ul><ul><ul><ul><li>For example, 20 handsets of LG (of Rs 1000 each) free for achieving targets, as revealed by Accurate Mobile Shoppe, Aundh </li></ul></ul></ul>“ Hum toh Tata bechna chahte hain par koi service hi nahi deta” – One Stop Mobile Shoppe, Aundh Road
    23. 23. Aundh, Baner, Pashan & Bavdhan [Activations & revenue of key retailers] <ul><li>Number of SIM activations per month </li></ul><ul><li>Recharge revenue figures in Rupees </li></ul>Sr. No. Name of the Shop No. of Activations Recharge Revenue/Day 1 One Stop Mobile, Aundh Road 900 40,000 2 Shiv Mobile, Aundh 100-150 10,000 3 Mahavir Enterprises, Aundh 60-70 8,000 4 Om Super Market, Aundh - 25,000-30,000 5 New Baba Collection, Aundh 100 6,000-7,000 6 Accurate Mobile Shoppe, Aundh 200 5,000-6,000 7 Mobile House, Baner 120 3,000 8 Mobile Campus, Baner 150 6,000 9 Kool Zone, Baner 80-100 5,000 10 Vishal Communication, Baner 100-150 8,000-10,000 11 Laxmi Mobile Shoppe, Pashan 300 10,000-12,000 12 Omkar enterprises, Pashan 150-200 25,000 13 Tanmay Communication, Pashan 50-60 7,000 14 Kaustubh Mobile Shoppe, Pashan 40-50 7,000 15 Sri Krishna Medicals, Bavdhan 30-40 10,000
    24. 24. Hadapsar <ul><li>Hadapsar has a very large market area and is one of the biggest SIM markets of Pune city. A number of telecom outlets are selling high volumes of SIMs and recharges </li></ul><ul><li>CSPs provide good service to the retailers, with regular visits at fixed time and keep landing prices of SIM low to push SIM sales </li></ul><ul><li>Most of the retailers sell SIM in the range of Rs 10 – Rs 30. Some sell for free (depending on schemes offered by CSPs) while few sell at high prices </li></ul><ul><li>Idea leads in SIM and recharges </li></ul>“ Din ke 100 SIMs ka target rakhte hain” – Anushka Mobiles (Sells 2500 SIMs per month)
    25. 25. Hadapsar <ul><li>Although some retailers are very happy with Tata Indicom’s distributor service, many are not satisfied with his service: </li></ul><ul><ul><li>“ Tata distributor 2 mahine se nahi aaya” – Mayur Mobile shoppe </li></ul></ul><ul><ul><li>“ Tata bandh kar diya. Boori service hain. Aadmi nahi aata. Idea, Airtel aur Vodafone waale fixed time par daily aate hain” – New Craze Mobile Shoppe </li></ul></ul><ul><li>Airtel has complaints about its activation process, that SIMs take 2-3 days to activate </li></ul>Companies pushing their SIMs
    26. 26. Hadapsar [Activations & revenue of key retailers] <ul><li>Number of SIM activations per month </li></ul><ul><li>Recharge revenue figures in Rupees </li></ul>Sr. No. Name of the Shop No. of Activations Recharge Revenue/Day 1 Mayur Mobile shoppe 150 10,000 2 Amaulik communication 500-600 15,000-20,000 3 Mangal Moorti 350 8,000-10,000 4 Big Mobile 300-350 7,000-8,000 5 Chintamani Mobiles 100-150 4,000-5,000 6 New Craze Mobile Shoppe 150 7,000-8,000 7 Durvankur Mobile Shoppe 500-600 15,000 8 New Mobile Shoppe 150-200 7,000-8,000 9 Shone Mobile Shoppe 250-300 10,000-12,000 10 Manik Mobile Shoppe 750-800 15,000-20,000 11 Prince Communication 150-200 7,000-8,000 12 Cell for you 300 10,000 13 Mobile for you 600-700 10,000-11,000 14 Harsh Mobile 400 20,000-25,000
    27. 27. Hadapsar [Activations & revenue of key retailers] <ul><li>Number of SIM activations per month </li></ul><ul><li>Recharge revenue figures in Rupees </li></ul>Sr. No. Name of the Shop No. of Activations Recharge Revenue/Day 15 Samarth Enterprises 500 7,000-8,000 16 Apna Mobile Shoppe 200 5,000-6,000 17 Rajshri Electrical and Electronics 200-300 4,000-5,000 18 Anil Mobile Sales and service 400 7,000-8,000 19 Jai Bhavani Mobile Shoppe 700-800 7,000-8,000 20 Prem Communications 100 8,000 21 Excel Mobile Shoppe 350-400 8,000 22 Tanishq Mobile Shoppe 150 6,000-7,000 23 Contact Point 450-500 - 24 Anushka Mobiles 2,500 25,000-30,000 25 Laxmi Telecom 1,800 12,000-15,000
    28. 28. Key Learnings of our Research <ul><li>The fringe areas of Pune are witnessing very high SIM sales and are extremely important from the perspective of launch of new CSPs </li></ul><ul><li>Coverage is a key differentiator. Airtel and Reliance are seen as having unsatisfactory networks while Idea and Vodafone are strong on the network front </li></ul><ul><li>Airtel has a favorable perception amongst students and is particularly very dominant in areas in vicinity of colleges </li></ul><ul><li>Vodafone is not a leader in any of the areas covered, except Sinhagad, but in almost every area, it is catching up with the leader. It must also be brought to notice that Vodafone has the least complaints from retailers </li></ul><ul><li>Reliance & Tata Docomo grabbed a huge incremental customer base in January, due to a very good scheme, but lost out on the network front, leading to falling sales and bad perception amongst retailers and customers alike </li></ul><ul><li>However, it's sales are picking up again due to attractive schemes, most prominent of which is their cheaper STD scheme </li></ul>
    29. 29. Key Learnings Contd…. <ul><li>A number of retailers pushed for Idea, giving reason that it has the best network in Maharashtra </li></ul><ul><li>Retailers push for SIMs of CSPs which give them higher margins and better service </li></ul><ul><li>Good service to a retailer means: </li></ul><ul><ul><li>Regular DSE visits </li></ul></ul><ul><ul><li>No supply problems </li></ul></ul><ul><ul><li>Quick activation of SIM </li></ul></ul><ul><ul><li>Fast claim settlements </li></ul></ul><ul><li>When a retailer has to achieve a large target to avail unbarring scheme, he influences the customer’s buying decision </li></ul><ul><li>Class A and class B retailers have the knowledge of the product they are selling and additional schemes according to customer requirements. Class C and Class D retailers are not very keen on knowing the latest schemes </li></ul><ul><li>Retailers do not prefer keeping 6-7 mobile phones for recharging. Therefore, the big outlets are moving towards V-Pay World for recharging </li></ul>
    30. 30. Key Learnings Contd…. <ul><li>Visibility efforts of service providers: </li></ul><ul><ul><li>Danglers help only in telling customers that SIMs and recharges are sold here </li></ul></ul><ul><ul><li>Airtel effectively utilizes Glow Sign Boards and Flanges, which display the brand name prominently </li></ul></ul><ul><ul><li>Vodafone is more into display of latest schemes. The 'Star of the Match' series and 'ZooZoo' schemes were promoted mostly through paper posters at outlets, apart from hoardings at roads </li></ul></ul><ul><ul><li>Idea uses yellow background in its brand. The good thing about this that the posters and Flex Banners stand out from the &quot;Red&quot; clutter of Airtel, Vodafone & Virgin </li></ul></ul><ul><ul><li>Reliance GSM mostly uses Flex boards and gates to display brand name </li></ul></ul><ul><ul><li>Virgin has set up Glow Sign Boards and Flex Boards even at non-telecom outlets, to increase visibility </li></ul></ul><ul><ul><li>Aircel got hold of a number of hoardings at important roads of the city and placed its GSBs at number of outlets. They mostly promote &quot;Pocket Internet&quot; </li></ul></ul>
    31. 31. Brand Visibility of Various Service Providers Vertical GSB, covered with posters of other SPs, not serving its purpose Flanges of Airtel, Vodafone & Aircel Reliance GSM creating brand awareness through Gates at retail outlets Tata Indicom Danglers promoting new handsets & schemes
    32. 32. Brand Visibility of Various Service Providers In Shop Visibility of SPs at Retail Outlets Retailer’s initiative
    33. 33. Brand Visibility of Various Service Providers Multiple GSBs at an outlet. Retailers consider Nokia GSB as a very effective crowd puller Different marketing initiatives by different service providers Glow Sign Board Discarded by retailer. Reason: Electricity bills and no rental
    34. 34. Thank You