The document is a project report submitted by Ankush Sinha for their summer internship at Vodafone East Ltd. It includes: 1. Acknowledgements thanking various people who helped and supported the internship. 2. Certificates from the project guide and faculty guide approving the project report. 3. Declarations and executive summary outlining the objectives and work done during the internship. 4. Table of contents and list of figures in the report. 5. Literature review of a news article on Vodafone India's bond offering and funding plans.

1. Summer Internship Programme
PROJECT REPORT
ON
DATA IN MARKET PLACE
OF
VODAFONE EAST LTD
SUBMITTED BY
ANKUSH SINHA
PGDM-04 (2014-2016)
ENROLLMENT NO-030104028
NATIONAL CAMPUS, MOUZA CHANDI, P.S. - BISHNUPUR, J.L. NO. – 101, DISTRICT –
SOUTH 24 PARGANAS, KOLKATA - 743503

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ACKNOWLEDGEMENT
I would like to take this opportunity to extend my vote of thanks to Dr. Debraj Datta for being
so kind and co-operative all along. He showed great patience in dealing with me. He has been a
true friend, philosopher and guide to me throughout. It would not have been possible to achieve
my objective, whatever little I have been able to achieve without her help, encouragement and
support.
And also I would like to thank wholeheartedly to MR. Shantanu Banarjee
(Zonal business officer) South Bengal Zone, MR. Sunil Singh (Marketing Manager),
Mr. Saikat Majumder (Operation and sales manager) for their active support, assistance and
encouragement. They guided and helped me in all possible ways they could, at every stage of the
report. They are very considerate in their approach and despite having very tight work schedule
of their own provided full cooperation.
I would also like to thanks MR.Ethesham Farooqui (Organization Mentor) and those people
whose name I failed to mention here, I would like to assure them that they have been an equal
partner in helping me to achieve my objective.
Last but not the least I thank my Institute GLOBSYN BUSINESS SCHOOL for having given
me this opportunity to put the theoretical knowledge into practice which I diligently imparted
from the program.

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CERTIFICATE FROM PROJECT GUIDE

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CERTIFICATE FROM THE FACULTY GUIDE
TO WHOM IT MAY CONCERN
The following summer project report titled “Data in Market Place”, is hereby approved as a
certified study in management carried out and presented in a manner satisfactory to warrant its
acceptance as a prerequisite for the award of Post Graduate Diploma in Management for
which it has been submitted. It is understood that by this approval the undersigned does not
necessarily endorse or approve any statement made , opinion expressed or conclusions drawn
therein but approve the summer project report only for the purpose it is submitted.
NAME OF FACULTY GUIDE SIGNATURE
Dr. Debraj Datta

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DECLARATION
I, Ankush Sinha hereby declare that the Project Report titled “Data In the Market Place”
submitted to GLOBSYN BUSINESS SCHOOL in partial fulfilment of the requirement for the
award of Post Graduate Diploma in Business Management is a record of original and
independent work done by me during May 2015 –July 2015 under the supervision and guidance
of Mr Sunil Singh.
I also declare that no part of this report as a whole or in parts have been incorporated from any
other work done by me or others earlier. However abstracts of any literature used have been duly
acknowledged.
Signature:

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EXECUTIVE SUMMARY
In this project different survey have been conducted for retailers and customers. At first all the
retailers of Raniganj were asked various questions like their counter Size i-e how many sim cards
they sell per month of all the companies then the market is segmented and asked for particular
companies like Vodafone, Airtel, Reliance, Idea, Aircel because they are the main competitors of
Vodafone. Then the retailers were asked about the MNP that if they do MNP then how many sim
they port for Vodafone in a month approximately.
Now the retailers were asked about the handset selling part that if they sell handset then how
many smartphones they sell in a month, then they were asked about the Data FRC for the sim,
that how many customers take data FRC when they take a new sim and finally they were asked
about any issues regarding Vodafone if they have.
Now there was a sales target of 20 prepaid sim cards, 5 Post-paid Sim cards and 5 M-Pesa
account to the customers. At first the big retail outlets were focussed and tried to convince the
customers and persuaded to buy Vodafone Sim with data FRC, and also converted some
customers who came to the retail outlet with a mind-set to take reliance sim cards and they were
convinced to purchase Vodafone.
Then a strategy was made to take customers feedback through the form of questionnaire for the
survey and targeted those customers who told they were not satisfied with their current network
they are using. In this way Survey for Customers and target of selling Sim cards were completed.
Since the people who are under the age category of 20-25 and 25-30 are the major section of data
user so they were targeted by taking the survey in Youth Computer Centre and Collages of
Asansol and Raniganj.
Then For Post-paid Sim businessman were under the target who are the prospect customers for
post-paid connection, because everybody can’t afford Vodafone post-paid connection as its
expensive, so customers were segmented on the basis of their affordability.

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TABLE OF CONTENTS
SL. NO TOPIC PAGE NO.
1 LITRATURE REVIEW 8
2 OBJECTIVES OF STUDY 9
3 MY ROLE AND RESPONSIBILITY IN THE ORGANIZATION 10
4 COMPETITORS OF VODAFONE 11
5 INTRODUCTION 12
6 ABOUT VODAFONE DATA 15
7 BUSINESS PRINCIPAL OF VODAFONE 16
8 BRAND POSITIONING OF VODAFONE 18
9 DISTRIBUTION CHANNEL OF VODAFONE 20
10 MARKETING STRATEGIES OF VODAFONE 23
11 RESEARCH METHODOLOGY 24
12 DATA ANALYSIS AND INTERPRETATION 25
13 SWOT ANALYSIS 34
14 LIMITATIONS OF STUDY 35
15 FINDINGS 36
16 RECOMMENDATIONS 37
17 CONCLUSIONS 38
18 BIBLIOGRAPHY 39
19 QUESTIONNAIRE FOR CUSTOMERS 40
20 QUESTIONNAIRE FOR RETAILERS 44
21 ANNEXURE 46

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LIST OF FIGURES
TOPIC FIGURE NO. PAGE NO.
AWARENESS OF CUSROMERS 1 25
OBJECTIVE OF CUSTOMERS FOR USING THEIR CURRENT NETWORK 2 26
CUSTOMER SATISFACTION LEVEL 3 27
REASONS FOR NOT USING VODSAFONE BY THE PEOPLE 4 28
DATA CONSUMER OF 3G AND 2G PACK 5 29
WHAT DO PEOPLE DO IN THE INTERNET MOST OF THE TIME 6 30
FIRST PREFERANCE OF CUSTOMERS FOR MNP 7 31
GROSS INDUSTRY SIZE OF MONTHLY SIM ACTIVATION 8 32
LEADING TELECOM COMPANIES- MARKET SHARE 9 33

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LITERATURE REVIEW
SINGAPORE, JULY 2015:
Vodafone India is planning to raise Rs. 1,700 crore ($268 million) through a bond offering soon,
according to DCM banking sources.
The bonds might have tenors of three to five years, the sources said. The deal comes a month
after the company raised Rs. 7,500 crore through a subordinated bond offering of five years and
one month.
The sub-debt was raised via three subsidiaries of Vodafone India.
The latest bond offering is likely to pay 100bps lower than the subordinated offering, which pays
an annual coupon of 10.25 per cent, sources said.
HSBC and Standard Chartered arranged the subordinated offering, which is rated AA- by Crisil.
The latest offering is likely to have a higher rating.
Vodafone would use the proceeds of the new offering for capex. The company Invest over $1.5
billion to $2 billion annually in India, according to sources.
Source- http://www.thehindubusinessline.com/markets/vodafone-india-planning-rs-1700cr-
bond-offering/article7425374.ece

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.OBJECTIVE OF STUDY
 To know the preference of the consumer regarding data usage.
 To know the perception of retailers/customers towards Vodafone and their competitors.
 To analyse the market potential of data usage.
 To know about the current usage of Vodafone and their satisfaction level.
 To know the gross industry size of retailers who have more than 50 activation per month.
 To know the first preference of the customers if they switch their network from the
current network they are using.
 To know the market share of leading telecom network.
 To know the objective of the customer for using their current network.
 To deeply identify the cause behind the lack of promotion of Vodafone data among its
different competitors in the telecom market sector..
 To convince different retailers to sale Vodafone data sim.

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MY ROLE AND RESPONSIBILITY IN THE
ORGANIZATION
I was doing my training as a project trainee and my training period was 2 months.
My responsibility in this training period was:
– I had to visit daily to the retailers of Raniganj area
– SWOT analysis of the area
– SWOT analysis of the competitors near to the region.
– Interact with internal and external customers.
– Through this questionnaire I had to collect information of the customer
demographics, customer's choices and preferences.

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COMPETITORS OF VODAFONE
It is well known to all that the Indian telecom industry has been regularly beating target i-e it has
been grown like very complexly, dynamically, as well as competitively because in the modern
world every business is growth and prospective oriented, and now a days one of the major issue
of Indian telecom industry is how to expand their own business through the latest technologies to
meet the various requirement for different purpose of people. So the Growth of mobile data
especially happens when business, travellers, academician and other professional need to access
email.
The Main Competitors of Vodafone are Airtel, Reliance, Idea, Aircel and Tata Docomo. Now to
capture the market Reliance is offering sim cards with 3G data at a very lower price but the
customer are using those data FRC sim as use and throw basis. From the market survey it has
been obtained that Vodafone is best in its service quality but when it is compared with its
competitors, due to its cost, most of the people cannot afford it. It is the mind-set of some of the
people in Raniganj that Reliance is the cheap and best network even though there is high range
of network problem of Reliance; it is something like share of mind and share of heart.
In ROB Vodafone is the market leader but there is still some communication gap that we need to
fill so that we can capture more market.
Lot of new companies are coming into the battlefield resulting in reduction of prices and hence a
little less burdensome on to the customer. The cost of interconnection with the incumbent is
proving to be contributory to the high cost of services provided by the competitors.

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INTRODUCTION
As per the modern marketing management scenario every business want its rapid growth and
prospective. So in this modern society Indian telecom industries face lots of challenges among its
number of competitors in every phase with some latest technology. The rapid growth in the
telecom sector can be attributed to the various pro-active and positive policy measures taken by
the government as well as the dynamic and entrepreneurial spirit of the various telecom services
providers both in private and public sectors. The telecom sector has shown impressive growth
during the past decade. Two striking features of this growth are increasing preference for mobile
phone and higher contribution of private sector in the incremental growth have predominated the
telecom sector. Now a day the telecom industry has been recognized all over the world as an
important tool for socio economic development media for each and every nation. On the other
hand internet service act as one of the prime support of service needed for the rapid growth of
various sector of economy in the modern society.
Today an internet service is an essential aspect of every field like entertainment, education,
hospital, science and technology etc. So mass youth age group people want to use internet in
their daily life. There are various ways for internet service accessing but today it become more
and more easier than previously through data card and its result to create lots of competitors in
data card/ internet operator in telecom sector. Everyone knows very well that Vodafone is world
famous cellular service in telecom industry but people, even some of its present customer might
not use its data facility. That’s why I have taken a challenge on my project topic “DATA IN
MARKET PLACE” for the basic purpose to analysis the market performance of Vodafone data
as well as to enhance the promotion of Vodafone Data.
Tariff rebalancing measure: There has been a dramatic fall in the tariff due to increased
competition. The minimum effective changes for local calls have fallen considerably in recent
month especially for cellular service. The long distance domestic as well as international charges
have also fallen considerably.
Telecom Regulatory Authority of India (TRAI): TRAI was established under the Telecom
Regulatory Authority of India Act 1997 enacted on March 27,1997. The goals and objectives of

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TRAI are focused towards providing a regulatory framework that facilitates achievement of the
objective of new technology policy (NTP). TRAI has endeavoured to encourage greater
corporation in the telecom sector together with better quality and affordable price.
.
Introduction to the telecom Industry in India:
Telephony introduced in India in 1882.The telecom network in India is the fifth largest network
in the world meeting up with global standards. Presently the Indian telecom industry is currently
slated to an estimated contribution of nearly 1% to India’s GDP.
About Vodafone
Vodafone is one of the major players of mobile telecommunications in India. It offers prepaid
and post-paid GSM cellular phone coverage throughout India with good presence in the metros.
It provides 3G services based on digital GSM technology offering voice and data service. It is
among the top 3 GSM mobile operators of India. Low cost cell phone has also been launched in
the Indian market under the Vodafone brand. The name Vodafone comes from Voice Data Fone,
chosen by the company to reflect the provision of voice and data service over mobile phone. In
one of the biggest brand transition exercises in times, Hutch, India’s fourth-largest mobile
service provider was renamed Vodafone. Vodafone had spend somewhere in the region of
Rs 250 crore on this high-profile transition. Vodafone has acquired 67 per cent in Hutchison
Essar from Hong Kong-based Hutchison Whampoa, and completed the acquisition of Hutchison
Essar in May 2007.
Key Milestone of Vodafone
1982 - Awarded UK’s first mobile license
1984 - Incorporated as Racal Strategic Radio Limited
1988 - 20% of the Group floated on the London Stock Exchange as Racal Telecom Plc.
1991 - Vodafone Group listed on the London Stock Exchange following demerger from Racal
Telecom Plc

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1999 - Merger with AirTouch Communications, creating the largest mobile business in the world
2000 - Acquisition of Mannesmann AG, acquiring businesses in Germany and Italy and
increasing our holding in SFR
2006 - Acquisition of Telsim (Vodafone Turkey) for £2.6bn
2007 - Entered the India mobile market and acquired a controlling stake in Vodafone Essar
for £5.5bn
2009 - Vodacom Group became a subsidiary following the purchase of an additional15% stake
for £1.6bn
2010 - Sold our 3.2% interest in China Mobile for £4.3bn
2011 - Acquired a further 11% of Vodafone Essar for £3.1bn
2012 - Verizon Wireless pays $10bn and$8.5bn dividend, £2.9bn and £2.4bnreceived by
Vodafone
2013 - Acquisition of Kabel Deutschland
2014 - Sold our 45% interest in Verizon Wireless for $130bn, returned $85bn to shareholders.

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ABOUT VODAFONE DATA
3G stands for third generation wireless. It is based on an international telecommunication union
(ITU).initiative for a single global wireless standard called international mobile
telecommunication. It enhances the service experiences such as multimedia, high speed mobile
broadband internet access with the ability to view video footage in on mobile handset, with a 3G
phone and access to the Vodafone 3G network one can make video calls, watch live TV, receive
e-mails and download music tracks, as well as the usual voice call and messaging service found
on mobile phone.
 High speed packet access (HSPA): It can support speed up to 21 mbps.Handsets, USB
dongles and data cards are available with HSPA technology support.
 It is recommended to the consumers to upgrade his phone to a HSPA technology phone to
ensure he enjoys the 3G service with high speed and best experience.

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BUSINESS PRINCIPAL OF VODAFONE
TheirVisionandValuesguidethewayVodafoneact.Their Visionisto betheworld’s mobilecommunication
leader–enriching customers’lives, helping individuals, businessesandcommunitiesbe moreconnectedina
mobileworld.TheirValuesareabout howtheyfeel– inotherwordsthePassionsthatmakethemthecompany
they are. Oneof their fourcorporateValues is'Passionfortheworldaroundthem’:“They willhelpthepeopleof
theworldtohave fullerlives-boththroughtheservicesthey provideandthroughtheimpactthey haveonthe
worldaroundthem.“Atthestartof2002,they introducedasetoftenBusinessPrinciplesto maketheir Vision
andValues happen.Thesedefinetheir relationshipswithalltheir stakeholdersandgovernhowVodafone
conductsitsday-to-daybusiness.TheirBusinessPrinciplesapplyto allVodafoneoperatingcompanies(majority
ownedbusinesses).Theyalso promotethePrinciplestotheirassociatecompanies(whereVodafoneholdsa
minoritystake)andbusinesspartners.ChiefExecutivesareresponsible forensuring applicationof thePrinciples
withintheirbusiness. Everyemployee isexpected toactinaccordancewiththeBusinessPrinciples. Ifemployees
haveconcernsabouttheapplicationofthePrinciples,theycanasktheir localhumanresourcesmanagersfor
further advice,orcontacttheGroupHumanResourcesDirectorortheGroupAudit Director.They are
incorporating training ontheir businessprinciplesintoouremployeeinductionprocess.
Technology is already a vital tool in people’s lives and their vision sets out their ambition to
further improve livelihoods and quality of life, as well as bring benefits to the organizations they
work with. Just as important is their commitment to manage their operations responsibly and
conduct their business in an ethical and transparent way in order to maintain the trust of their
customers and other stakeholders. At the core of the vision, is their commitment to manage their
operations responsibly and to conduct their business in an ethical and transparent way. They
recognize that earning and retaining the trust of our customers and other stakeholders is critical
to our brand and vital to achieving their vision.
To earn and retain that trust they are continuing to build on their long-standing commitment to
corporate responsibility and transparency. This ranges from ensuring they keep our people safe
and managing our carbon footprint, to protecting their customers’ privacy and producing
detailed insights into their views and approach to critical issues including law enforcement
disclosure and tax.

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They are ambitious about the way in which we manage their wide-ranging responsibilities and
remain proactive in their response to emerging sustainability risks

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BRAND POSITIONING OF VODAFONE
In marketing, positioning has come to mean the process by which marketers try to create an
image or identity in the mind of their target market for its product brand or organization.
Effective brand positioning is contingent upon identifying and communicating a brands
uniqueness, differentiation and variable value.
Generally the brand positioning process involves:
 Identifying the business’s direct Competition.
 Understanding how each competitor is positioning their business today.
 Comparing the company’s positioning to its competitors to identify viable areas for
differentiation.
 Developing a distinctive, differentiating and value based brand positioning statement, key
message and customer value proposition.
 Place: Maximum outlets and service centers.
 Product: Verities available for various groups.
 Promotion: Various schemes for pre-paid and post-paid customers.
Before Vodafone took over Hutch the positioning strategy followed by hutch was
already a success in the Indian telecom market. The company got huge
appreciation. Differentiating its services from the competitor’s and presenting it in
a form of an advertisement helped Vodafone in positioning its brand in a world
class manner.
When Vodafone took over Hutch the transition time for the company was very
less. Decision regarding launching of brand, positioning channelizing etc were
taken and implemented in four months.

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It was important for Vodafone to maintain the things as it is before making any
big change in the service, and to ensure that the company went for the similar
ad.campaign with a pug in it trying to show that the pug has got a new home.
In the latest positioning Strategy, Vodafone launched the “Power to You”
campaign.
Power to You comes together with new service that brings the internet, the e-mail
and social communities closer than ever to customers.

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DISTRIBUTION CHANNEL OF VODAFONE
Indirect
Channel
 2 tiered
distribution
model.
 For Mass
market
reach.
 Focussed on
pre-paid.
Exclusive
Retail
 Sales and
service
 Primary focus
on post-paid,
terminals and
data.
Direct
Channel
 Selling
directly to
the end
customer
 Focussed on
post-paid.
Modern
Trade
 Large
format
outlets/
chain
stores.
 Future
growth
driver for
data and
3G.
B2B
Business
 Includes
fixed line and
data.
Indirect Channel (Tier 1) urban
Vodafone
Distributor
Distributor sales executive
Retailers

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Indirect Channel (Tier 2) Rural
 Associate distributors appointed to cater to rural population, responsible for 4-7 cell-sites
in designated area.
 Associate distributor also responsible for providing service.
Main Town
Direct
distribution to
village clusters
within 20 km
Cluster of
villages serviced
by associate
distributor
within 40 km.
Cluster of
villages serviced
by associate
distributor
within 35 km

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Advantages of Associate distributor:
 Customer service closer to the rural customer.
 Low cost, Viable and scalable.
 Son of soil familiarity with local environment.
Vodafone Exclusive retail
Direct channels:
 Direct Sales agent.
 Tele-calling.
 Super call centre.
Vodafone India’s unique distribution capabilities:
 Zonal structure
 Associate distributor model
 Exclusive rural retail-mini stores.
 Management information tools at the individual POS level
 Cellsite-based analysis and geo mapping
 Best Practice sharing between circles.
Vodafone Store
Vodafone mini
store-urban and
semi urban
Vodafone Mini
store-Rural

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MARKETING STRATEGIES OF VODAFONE
Vodafone has given birth to the zoozoo: a special character created specifically to convey a value
added service (VAS) offering in each of the newly released commercials.
 Vodafone has come up with creative advertising campaign for its various plans.
 This strategy has captured the imagination of millions.
 The strategy is a buzz that lives up to the brand image of great curative’s and clever
marketing.
 In the 1st
10 days of IPL (Indian Premier League) it has reached a cumulative of 89 million
people. This is wonderful strategy adopted by Vodafone.
 This has helped the company to raise not only its profit through sales but has also
tremendously increased its brand value.
 Zoozoo have become so popular that Vodafone has succeeded in its effort of viral or buzz
marketing. Their add campaign has gained soo much popularity all over the world.
 Their viewership for the add is highest among all the adds.
 There are 25 such commercials planned under this campaign. The aim of the company was to
release one ad a day, to sustain interest till the end of IPL.
Themes of Advertising
 Stock alerts.
 Dating tips.
 Fashion Tips.
 Ringtones.
 Exam Results.
 Chota Credit
 Cricket alert.
 Beauty tips.

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RESEARCH METHODOLOGY
Research methodology underlines the various steps involved by the researcher in systematically
solving the problem with the objective of determining various facts.
Data collection method:
1. Primary data collection method,
2. Secondary data collection method
 Primary data is original, problem or project specific and collected for the specific
objectives and needs spelt out by the researcher. The authenticity and relevance is
reasonably high.
a) Structured Questionnaire for customers of various telecom network users.
b) Personal interview for the retailers of Raniganj area.
c) Suggestions of the retailers and customers.
 Secondary data is information that is not topical or research specific and has been
collected and compiled by some other researcher or investigative body. It is recorded
and published in a structured format. For example,
a) Company Literature review
b) Internet
 Methodology- Simple Random Method
 Sample Size - 70 Customers
25 Retailers

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DATA ANALYSIS AND INTREPRETATION
1. Does people aware of the various offers given by the Vodafone?
Interpretation:-
From the above data it can be inferred that about 29% people are still there in Raniganj area who
are not aware of the offers given by the Vodafone.
Conclusion:-
It directly shows that there is still some gap in the communication between the company and the
customers, because of which customers are not aware about the new offers and services.
71%
29%
Awareness of Customers
YES NO

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2. Objectives of customers for using their network
Interpretation:-
According to the analysis of data, easily it can be inferred that out of the sample of 75 customers
major portion of the customers want better service quality followed by speed of internet, offers
and cheap respectively.
Conclusion:-
So we can conclude that Vodafone can capture the major market share if it continues to give
good service quality to the customers as most of the people uses it for its better service quality
and speed of Internet.
Service Quality
28%
Cheap
18%
Speed of Internet
27%
Offers
27%
Objectives of customer for using their current
Network

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3. Does people satisfied with their network?
Interpretation:-
When we asked people whether they are satisfied with their network or not then about 52%
people said they are not satisfied with their network. Its almost equivalent so we should target
the unsatisfied customers that what are the reasons that they are not satisfied. What are their
needs, so that we can serve them better.
Conclusion:-
We can conclude that people who are in the category of unsatisfied customer are the prospect of
Vodafone because they are not getting proper service as they require, so by paying little more
money they can get better service by using Vodafone.
48%
52%
Satisfaction Level
YES NO

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4. Reasons given by the people for not using Vodafone.
Interpretation:-
There is a difference between need and want, so people who are in the category of do not want
are the prospect customer because in some time their want for Vodafone may arise because they
have the power to purchase. Here major part of the customer says that they are satisfied with
their network. From the above data it is inferred that about 36% people cannot pay for it so there
is affordability problem.
Conclusion:
As compared to the competitors like Airtel and Reliance, they are giving more offers to their
customers to retain them and they are cheaper than Vodafone, so the customers are satisfied with
it.
36%
11%
38%
9%
6%
Reasons for not using vodafone by the people.
Cannot pay for a product like this Not willing to pay for a product like this
satisfied with the current network Do not want a product like this
Do not need a product like this

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5. Consumers of 2G and 3G Data packs
Interpretation:-
From the above data it is conferred that out of the total sample each category has more or less got
equal participation and 3G data pack users are 2% lesser than 2G data pack users.
Conclusion:-
The above data can easily conclude that the data pack user of 3G and 2G are almost equal, so if
the company focus on only 3G then they might lose the customer of 2G data pack.
3G pack user
48%2G pack User
52%
Data consumers of 3G and 2G pack

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6. What do people do in the internet most of the time?
Interpretation:-
In the above data it can be inferred that most of the people do downloading and surfing both
i-e about 46% people said that they do both and 27% people said that the do downloading
most of the time and approx. 26% people said that the do surfing most of the time. Here we
can see the habbit of using the data of the people living in the Raniganj area.
Conclusion:-
Here we can conclude from the above data that they can be offered more data with less
validity so that company would make higher profit.
As whatsapp has entered in business and businessman also using whatsapp for their work but
they don’t have time to use whatsapp much so they do surfing more so they need less data
and more validity so that they can use the full data as and when they require
0
5
10
15
20
25
30
35
Downloading
Surfing
Both

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7. Whenever a customer wants to port their number then which network
would be their first preference.
Interpretation:-
From the above data when I asked to the customers of various age category that what would be
their first preference if they want to port their number to any other network from which they are
currently using then from the sample of 73 people about 46% people said they would go for
Vodafone, 18% people said they would prefer Airtel, 11% people said they would like to use
Idea, 12% people said they would be using Reliance and rest 12% people said they would go for
Aircel. So Vodafone would be taking up the major section of the market in that particular area
(Raniganj) if people want to port their number in future.
Conclusion:-
We can conclude from the above data that even though people are saying they are satisfied with
their current network but they also know that Vodafone give the quality service to their
customers.
0
5
10
15
20
25
30
35
Vodafone Airtel Idea Reliance Aircel

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8. Gross industry size of retailers monthly activation of more than 50.
Interpretation:-
From the above data it can be observed that from the total sample size of 25 retailers in Raniganj
only 36% retailers are those who makes at least 50 sim activation per month, so they are given
various slabs in which they earn their profit.
Conclusion:-
From the above data we can conclude that there are some retailers who have smartphone selling
counters, so they concentrate more on selling smartphone rather than on selling sim cards
because they would earn more profit in selling phones than on selling Sim cards.
64%
36%
Gross Industry Size of Monthly Sim Activation
Total Sample size
Retailers who are under the gross
industry size of more than 50

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9. Market share of leading telecom brands.
Interpretation:-
It can be easily inferred from the above data that in Raniganj area Reliance is capturing major
part of the market share followed by Aircel, Vodafone, Airtel, and Idea respectively.
So Reliance is the market leader of Raniganj.
19%
19%
30%
12%
20%
Leading telecom Companies- Market Share
Vodafone
Airtel
Reliance
Idea
Aircel

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SWOT ANALYSIS
STRENGTH
 Diversified geographical portfolio.
 Network infrastructure.
 High brand awareness.
 Superior customer service.
 Strong distribution channel.
WEAKNESSES
 Late adoption of 3G and advanced
wireless technologies.
 Communication gap between the
company and the customers.
 3G service is not available in all the
circles.
 Lack of promotion data promotion in
market.
OPPORTUNITIES
 Strong economy and growing market.
 Partnership with good advertising
Company for promotion.
 Rural market penetration.
 Capture the price sensitive customers by
providing low price schemes.
THREATS
 Highly competitive market.
 Regulatory decision and changes.
 Market saturation of metro cities.
.

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LIMITATIONS OF STUDY
 The project was taken as a part of my summer training, as the time was limited so the
survey was confined to limited stores only.
 Inability of retailer to answer few questions which cause difficulty in proper data
analysis.
 Some customers were hesitant to disclose the true fact of their thought about data card.
 Incomplete data from retailers.
 Retailers were always busy in their work.

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FINDINGS
 Major portion of retailers were not being informed by the distributors about the rejection
of CAF due to which customers shift from Vodafone to Airtel or any other network
operator.
 Due to rejection problem of CAF, Retailers are bound to push other competitive network
to the customer.
 Some of the M-PESA agents were not getting balance on time so even there is demand of
M-PESA they were not able to serve the customer on time.
 In the interior areas of Raniganj like Searsole, CR road, there is high range of network
problem of Vodafone, so even though having mobile data in their number they were not
been able to use that.
 Some customers are unaware of the new offers of Vodafone, so here is a communication
gap between the customer and the company.
 Some of the retailers were not getting their incentives on time.
 Some of the customer said their balance has been deducted sometimes without any
reason.
 Less advertisement were found in educational field like school collage, university where
use of internet is highly essential for every phase and youth are the major section of
mobile data user.
 If the retailers sells more than 6 sim card per month then the company gives them Rs. 20
extra incentive for each sim and if the retailer sells more than 47 sim cards in a month
then the company gives them Rs. 35 per sim as an incentive, so to achieve those targets
they sell their sim cards in a lower price because they knows that they will make profit
from the incentive.

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RECOMMENDATION
 More charts, posters and banners should be displayed in the retail outlets about the new
offers and services, so that at least people get to know about the offers, because if
awareness arises among the customers then they will definitely purchase in due course of
time
 The company should focus on both the category 3G and 2G, as both the section has
almost same percentage of customers.
 As it is found in the above data that 46% people do downloading and surfing both so a
data plan should be prepared with more data with increased validity.
 Not only educating customers but retailers should also be informed about new products
and services as customer interact with the retailers, and we can push our product through
them as customers trust on retailers..
 Activities in college campus, so that students gets aware about the product and service.
 From the satisfaction level of the customer it is found that 52% people are not satisfied
from their current network, so we need to focus on those customer as our prospect.
 Contact with old customers by call or sms and provide them offers so that they can be
retained, because retaining the existing customers is much easier than acquiring new
customers.
 As it is found from the data analysis that major portion of the customers want good
service quality and speed of the internet so Vodafone should provide better service and
speed of Internet through their research and development work.
 Free data trial pack should be provided for first time users.

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CONCLUSION
Completing this project as a part of Post Graduate Diploma in Management curriculum has been
a great experience for me. The project gave me an opportunity to work in real life situation
which cannot be simulated in the classroom. The learning which I have got will be an asset
throughout my life.
In this I studied about various telecom operators, their promotional strategies, market share of
Vodafone, Airtel, Reliance, Idea and Aircel. The satisfaction level of customers regarding their
current network operator and how Vodafone can improve to serve customer better from its
competitors.
Throughout this I came to a conclusion that Vodafone is fastest growing company in the field of
Telecommunication and Internet among businessmen, servicemen, students and self-employed
Vodafone should come up with newer promotional ideas to establish faith in the consumer’s
mind regarding the value associated with it

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BIBLIOGRAPHY
 www.slideshare.com
 www.scribd.com
 www.vodafone.in
 www.managementparadise.com

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QUESTIONNAIRE FOR CUSTOMERS
Name-
Address-
Contact No-
1) Do you use mobile data?
Yes No
2) Which network you are using currently?
Vodafone
Airtel
Reliance
Aircel
Idea
Others
3) What is your preferred speed?
1Mbps 2Mbps
3Mbps 5Mbps

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More than 5 Mbps
4) What is your age category?
10-15 15-20 More than 30
20-25 25-30
5) What is your monthly data usage?
1 GB
1.5 GB
1.75 GB
2 GB
More than 2GB
6) Are you satisfied with the speed of the internet of the network you are
using?
Yes No
7) Are you aware of which other telecom company offering better speed with
same price?
Yes No

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8) What you do in the internet most of the time?
Surfing Downloading
Both
9) What is the reason behind that you are using the current network?
Service Quality Cheap
Speed of Internet Offers
10) When you think of Data pack, which brand come to mind first?
Vodafone Airtel Idea
Reliance Aircel Others
11) Compared to our competitor is our Service quality…
Better
Worse
About the same

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12) How Important is Price to you when choosing this type of Company
like Vodafone?
Extremely Important
Very Important
Moderately Important
Not Important at all
13) If you are not likely to use Vodafone network, Why not?
Do not need a product like this.
Do not want a product like this
Satisfied with competing network currently using.
Cannot pay for a product like this.
Not willing to pay for a product like this.

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QUESTIONNAIRE FOR RETAILERS
Name of Shop-
Location-
Contact No-
1. Do you have any idea about Vodafone?
(a) Yes (b) no
2. Which company data plans are available in your store?
(a)Vodafone (b) airtel (c) reliance (d) Tata Docomo (E) Aircel
(f) Others ____________
3. How many data plans sales in a month?
(a) 0- 250 (b) 251- 500 (c) 501-1000 (d) above 1000
4. Which company’s data packs are more preferable by customers?
(a)Vodafone (b)Airtel (c)DoCoMo (d)Reliance (e) Aircel (f)others_________
5. Why that the above preferable network data is better?
(a) Speed (b) services ( c) network (d) affordable
6. How Vodafone sale in your store?
(A) Good (b) satisfactory (c) bad (d) very poor

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7. Form your point of view which data plan is better?
(a)Vodafone (b) Airtel (c) DoCoMo (d) reliance (e) others
8. What type of service provided by the salesman?
(A) Good (b) satisfactory (c) poor (d) very poor
9. How many times in a month sales person visit your store?
(A) 1times (b) 2 times (c) 3 times (d) 4 times & above
10. What type of data speed more prefer by customer?
(a) 1mbps (b) 2mbps (c) 3mbps (c) more than 3mbps
11. What type of data plan more preferable by customer?
(a) Limited (b) unlimited
12. What type of data duration more preferable by customer?
(A) 1days (b) weekly (c) monthly
13.What is the average footfall in your store?
(A) 10approx (b) 20 approx. (c) 30approx (d) 30 above
14. What is the percent of Vodafone customer at total sale?
(a)10 (b)20 (c) 30 (d) 40 and above