1. PROJECT REPORT
ON
“BRAND PREFERENCE AND COMPETITIVE ANALYSIS
OF MATRIX COUNTRY SPECIFIC SIM CARD IN
INTERNATIONAL SIM CARDS INDUSTRY”
Submitted By
Mohd Danish
PGDM 2012-14
I.T.S Ghaziabad
UNDER THE GUIDANCE OF AND SUPERVISION OF
Industry Mentor Faculty Mentor
Mr.Tarun Vohra Prof. Dushyant tyagi
Sr.Manager-Channel sales
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2. ACKOWLEDGMENT
I would like to express gratitude and respect for all the guidance and assistance given and
made available.
This project has involved a lot of effort and research, which would not have been possible
without the help of many people.
I would like to express my deep gratitude towards my industry mentor Mr. Tarun Vohra,
senior manager’s Channle Sales & my Faculty mentor Prof.Dushyant tyagi, for giving me
this opportunity to explore my potential and undertake this project. It really helped to put
the theoretical knowledge to practical use and it also gave me a much deeper
understanding of the actual operations of the international sim card industry.
I would like to take this opportunity to thank my Industry mentor Tarun Vohra & my
Faculty mentor Prof.Dushyant tyagi my team members Mr. Rajeev chaudhry and
Mrs.Sweeta singh Deo whose immense help, guidance, support, and direction made this
project possible.
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3. CERTIFICATE
This is to certify that Mohd Danish, PGDM (2012-2014) batch a student of
Institute of Technology & Science, Mohan Nagar Ghaziabad has undertaken
The project on “Brand Preference and Competitive Analysis of Matrix
Country Specific Sim Card in International Sim Cards Industry”.
The survey, data collection & analysis work for preparing the project has
been carried out by the student in partial fulfilment of the requirement for
the award of PGDM, under my guidance & supervision.
I am satisfied with work of MOHD DANISH.
Date: Prof. Dushyant Tyagi
Assistant Professor
I.T.S, Ghaziabad
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4. S T U D E N T D E C L A R A T I O N
I hereby declare that the Project conducted at
Matrix Cellular (International) Services Pvt Ltd.
Under the guidance of
Prof. Dushyant Tyagi
and
Mr. Tarun Vohra
Submitted in partial fulfillment of the requirements for the
degree of
POST GRADUATION DIPLOMA IN MANAGEMENT
TO
INSTITUTE OF TECHNOLOGY AND SCIENCE, GHAZIABAD
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5. Is my original work and the same has not been submitted for the
award of any other degree/diploma/fellowship or other similar titles
or prizes.
Place: Ghaziabad Mohd Danish
Date: PGDM(2012-2014)
S.N CONTENTS P.N
1. Executive Summary ……………………….…………………………………………06
-Introduction………………………………………………………………………….08
-Company Profile……………………………………………………………………..08
-Matrix Redesign……………………………………………………………………...17
-Industry Profile……………………………………………………………………….23
-SWOT Analysis………………………………………………………………………28
-Competitors…………………………………………………………………………..31
-Churn Management…………………………………………………………………...34
2. Objective of the Project …...……………………………………………………….37
3. Review of the Literature………………………………………………………………39
-Brand Image………………………………………………………………………….40
- Consumer Behavior………………………………………………………………….44
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6. - Customer Relationship Management………………………………………………..45
- Strategies for Future Growth………………………………………………………...46
4. Research Methodology……………………………………………………………….50
5. Data Analysis & Interpretation………………………………………………………..54
6. Suggestions……………………………………………………………………………62
7. Conclusion ……………………………………………………………………………64
8. Limitations ……………………………………………………………………………65
9. Bibliography…………………………………………………………………………..67
10. Observation base
questions……………………………………………………………………………. 68
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7. EXECUTIVE SUMMARY
The main objective of the project was to find out the satisfaction level of existing
customers and understanding the competitive environment and suggesting further
strategies to improve and sustain the market share of Matrix Country Specific Sim card.
Features affecting the buying behavior of the customers and churn management were also
studied.
After completion of this project I found that in spite of the fact that Matrix is the market
leader among the country specific sim cards but still it has to workout new strategies in
order to compete with clay and uniconnect who is the major competitor in the private
sector and other players in the industry. Maximum no of mobile users are in the age
group of 25-60, which are mostly student going abroad for studies, service class and
business men who go abroad either for leisure trip or for business purpose. Till date
Matrix is only providing the post paid services only.
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8. Prepaid is other option with matrix, there is a testing going out in the market for same, it
might also come with a great deal.
Matrix Country Specific Sim card has a strong brand image in the International Sim cards
market, even Matrix is the biggest company in the world in this business but still it
needs regular innovations and differentiation to be implemented to have a competitive
edge above the other potential players in the industry. After completing the survey I
arrived at a conclusion that there is an extensive competition happening these days in
International sim cards Industry
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9. Chapter -1
Introduction
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10. Company’s profile
COMPANY: MATRIX COUNTRY SPECIFIC SIM CARD INTERNATINAL
SERVICES PVT. LTD.
GROUP: Matrix Country Specific Sim card
ESTABLISHED: 11TH
Nov, 1995
MANAGING DIRECTOR: Mr. Gagan Duggal
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11. BUSINESSES:
• Country Specific Sim cards
• BlackBerry Services
• Data Cards
• Forex
Matrix Country Specific Sim card comes to you as world’s biggest private
integrated country specific sim Cards Company. Matrix provides a range of telecom
services, which include Country Specific Sim cards, Boltons Data Cards and Forex.
Apart from being the largest company in world in this business, it is also the first
company to start the concept of country specific sim cards in world. Matrix is the leading
country specific sim cards company, with a footprint in pan India
To be globally admired for country specific sim cards services that delight
customers.
We will meet global standards for telecom services that delight customers through:
• Customer Service Focus
• Empowered Employees
• Innovative Services
• Cost Efficiency
Services
Matrix Country Specific Sim cards
Matrix Postpaid, the Ready Country Specific Sim card Card from Matrix comes to you
from Matrix Country Specific Sim card, India's leading Country specific Sim Card
Company. Going mobile with Matrix Postpaid is a new way of life. With a host of great
features, also simple to use, Matrix makes everything that you dreamt and believed,
possible.
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12. Matrix Postpaid
Matrix welcomes you to a vibrant world of unlimited opportunities. More exciting,
innovative yet simple new ways to communicate, just when you want to, not just through
words but ideas, emotions and feelings. To give you the unlimited freedom to reach out
to your special people in your special way when ever you are travelling abroad
Matrix Black Berry Services
Matrix Black Berry service allows you to use your mails when ever you are travelling
abroad at just 1/10th
of the cost in comparison to International Roaming.
. Matrix Data Card
Using laptops even while travelling abroad is a essential need of every business these
days, so Matrix provide plug and play Data cards for laptops so that mails can be
accessed any where is a cheaper mode and safe manner.
. Matrix Forex Cards and Currency
Travelling abroad with lots of cash and travelers cheque is an old idea, now people prefer
to carry forex cards which are easy to use and removes the hassle of carrying cash.
Matrix BRAND
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13. Matrix & Visual Identity
For a brand to be successful, it must build enduring relationships with its different
audiences. Integral to this relationship is the visual image of the brand the consumer
carries in his/her mind. The Matrix brand image is created through the consistent
application of a carefully developed visual identity, which helps Matrix distinguish itself
in a cluttered market. Matrix visual identity helps create instant brand recall and
strengthens the relationships that its audiences have with it.
The Matrix visual identity has different elements that work together to create a strong and
consistent identity for the brand.
The Matrix Logo
The Matrix logo is a strong, contemporary and confident symbol for a brand that is
always ahead of the rest. It is a specially drawn word mark.
VISION: "As we spread wings to expand our capabilities and
explore new horizons, the fundamental focus remains unchanged: seek out the best
technology in the world and put it at the service of our ultimate user: our customer."
Matrix Country Specific Sim card International Services Limited was incorporated on 9th
Nov, 1995 for promoting investments in Country specific sim card services as in country
specific Sims. Its subsidiaries operate telecom services across India. Matrix is India's
leading private sector provider of Country Specific Sim cards based on a strong customer
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14. base consisting of approximately 20K Customers every month and the no. are increasing
day by day.
Business Strategy
Matrix' strategic objective is
“to capitalize on the growth opportunities that the Company believes are available
in the World market and consolidate its position to be the leading integrated
country specific sim card provider in key markets in India, with a focus on
providing such services”.
The Company has developed the following strategies to achieve its strategic objective:
 Focus on maximizing revenues and margins;
 Capture maximum revenue potential with minimum geographical
coverage;
 Offer multiple Country specific sim card services to provide customers
with a "one-stop shop" solution;
 Position itself to tap data transmission opportunities and offer advanced
mobile data services;
 Focus on satisfying and retaining customers by ensuring high level of
customer satisfaction;
 Leverage strengths of its strategic and financial partners; and
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15.  Emphasize on human resource development to achieve operational
efficiencies.
Mobile Strategy
• Capture maximum Country specific sim card revenue potential with minimum
geographical coverage to maximize its revenues and margins.
• Build high quality mobile networks by deploying state-of-the-art technology to
offer superior services.
• Use the experience it has gained from operating its existing mobile networks to
develop and operate other mobile networks in India and to share the expertise
across all of its existing and new circles.
• Attract and retain high revenue generating customers by providing competitive
tariffs, offering high quality customer support, proactive retention programs.
Provide affordable tariff plans to suit each segment of the market with a view to expand
the reach, thereby increasing the mobile customer base rapidly
MEDIA STRATEGY
The media planning is done by in house marketing department head by Karan
Sharma.
The target audience is the Male/Female who travel abroad, A who look
entertainment, news & information in the electronic media in channels like NDTV,
AAJTAK, and STAR PLUS etc.
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16. Since they are all busy with their daily routine life, during weekdays they watch
television only during evenings, thus the ad was shown form 1900 hrs to 0000hrs during
weekdays in 12-20 spots/day & since during the weekends they rely on the same media
for entertainment the ad is shown a higher number of times (i.e.) 30-40 spots during the
whole day.
This ad was made in Hindi/ English mix because of our target audience which is
understood by all and thus it was shown mainly on television as television had the
maximum reach (i.e.) all over India and also electronic media created a greater impact in
the minds of the consumer.
The primary media used for this campaign was television so that everyone would
get to see the ad & this would create an impact in his mind. Later in the secondary media
hoardings & print media was used so that there was an immediate brand recall of Matrix.
TESTING & EVALUATION
Both the company (Matrix) & the media team conducted surveys to check the Top
of The Mind Awareness (TOMA) whose results showed that Matrix had a high TOMA.
The sales of Matrix also went up by a small percentage after the ad campaign was
launched.
Brand strategies
To understand the brand strategy, let’s first look at the brand building exercise associated
with Matrix — a brand that had to be repositioned recently to address new needs in the
market.
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17. When the brand was launched 15 years ago, Country Specific Sim card telephony wasn’t
a mass market by any means. For the average consumer, owning a Country Specific Sim
card phone was expensive as tariff rates (at Rs 8 a minute) as well as instrument prices
were steep — sometimes as much as buying a second-hand car.
Matrix could have addressed the customer by rationally explaining to him the economic
advantage of using a country specific sim card. But Mr. Gagan Duggal says that such a
strategy would not have worked for the simple reason that the value from using the phone
at the time was not commensurate with the cost.
“Instead of the value-proposition model, we decided to address the sensory benefit it gave
to the customer as the main selling tack. The idea was to become a badge value brand,”
he explains.
So the Matrix “leadership series” campaign was launched showing successful men with
their laptops, in their deluxe cars, in hotels abroad using the Matrix mobile phone. In
simple terms, it meant Matrix was positioned as an inspirational brand that was meant for
leaders, for customers who stood out in a crowd.
Did it work? Repeated surveys following the launch showed that there were three core
benefits that were clearly associated with the brand — leadership, dynamism and
performance.
These were valuable qualities, but they only took Matrix far enough to establish its
presence in the market. As tariffs started dropping, it became necessary for Matrix to
appeal to a wider audience. And the various brand-tracking exercises showed that despite
all these good things, there was no emotional dimension to the brand — it was perceived
as cold, distant and efficient.
By 2000, Matrix and his team realized that in a business in which customer relationships
were the core this could be a major weakness. The reason with tariffs identical to
competitor Clay and roughly the same level of service and schemes, it had now become
important for Matrix to “humanize” Matrix and use that relationship as a major
differentiation.
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18. The brand had become something like Lufthansa — cold and efficient. What they needed
was to become Singapore Airlines, efficient but also human. A change in tack was
important because this was a time when the Country Specific Sim market was changing.
The leadership series was okay when you were wooing the crème de la crème of society.
Once you reached them you had to expand the market so there was need to address to
new customers.
By that time, Matrix was already the leading Country Specific Sim card subscriber in
Delhi with a base of 30 K/Month (it now has 50 K/Month customers). And with tariffs
becoming more affordable — as companies started cutting prices — it was time to expand
the market.
How could Matrix leverage this leadership position down the value chain? Surveys
showed that the concept of leadership in the customer’s minds was also changing.
Leadership did not mean directing subordinates to execute orders but to work along with
a team to achieve common objectives — it was, again, a relationship game that needed to
be reflected in the Matrix brand.
Also, a survey showed that 50 per cent of the new customers choose Matrix brand mostly
through word-of-mouth endorsements from friends, family or colleagues. Thus, existing
customers were an important tool for market expansion and Matrix now focused on
building closer relationships with them.
That is precisely what the brand tried to achieve through its new positioning under the
Matrix “MAKES SENSE’’ brand campaign. This set of campaigns portrayed mobile
users surrounded by caring family members. Says Matrix: “The new campaign and
positioning was designed to highlight the relationship angle and make the brand softer
and more sensitive.”
As it looks to expand its Country Specific Sim card services nationwide —to eight new
circles apart from the seven in which it already operates — Matrix is now realizing that
there are new compulsions to rework the Matrix brand, and a new exercise is being
launched to this effect. Right now, the company is unwilling to discuss the new
positioning in detail. But broadly, the focus is on positioning Matrix as a power brand
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19. with numerous regional sub-brands reflecting customer needs in various parts of the
country.
THE MATRIX RE –DESIGN:-
Old Logo New Logo
The new logo for Matrix service was designed after an extensive brand audit across
different cities. This smart, contemporary form was in response to the overall brand
strategy of creating a younger, friendlier brand persona.
The group’s marketing effort has been reinforced with the relaunch of the Matrix brand
logo, with a new slicker, international and younger look. Under the new brand strategy,
Matrix will now become the power brand and sub brands like Tango (for WAP services),
Youtopia (for the youth) will be withdrawn.
The idea was to rework the brand so that it is relevant to a larger segment of the
population as we are now expanding into the smaller cities and towns. The new brand
look will be supported by an over Rs 70 crore advertising budget.
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20. TARGET AUDIENCE PROFILE
• The target audience for this ad campaign was the Male of the ‘Polished Society’
(i.e.) the SEC- A who was between the age groups of 18- 65 years. This was
done so because in Indian families, in terms of choosing a Country Specific Sim
card service provider, it’s the Male member who is the head of the family acts as
the Decider & Influencer.
• The target audiences were all over India as Matrix is a service that is being used
by consumers all over India.
• The target audiences are people who would choose a country specific card not
only to communicate but also enhance their social status by using the brand. They
also look for additional benefits from the brand
• The benefits the target audience would get form the brand Matrix would be a
combination of :
o Emotional Benefit- The consumer could express his inner most feelings.
o Social Benefit- Matrix was being perceived as an International brand, it
would satisfy his esteem needs.
• The target audiences’ involvement with the product is very HIGH, as
communication is one of the most important aspects in every consumer’s life as it
helps him 2 stay connected to his near & dear ones & also carry on his daily life
both professionally & personally. Thus while choosing any such Country Specific
Sim card service while he is travelling abroad, he would do a complete analysis &
research to find out which service provider would satisfy his needs & may be
give even more.
• As we are talking of the intelligent consumer who would understand the gravity
of the ad campaign, he’s a person who consults mostly the electronic media like
Television for news, information & entertainment. He prefers to watch NDTV,
STAR PLUS & similar channels that would satisfy his taste of interests & thus as
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21. a result is dependent on these channels for his needs to be satisfied. Thus as a
result his involvement with this media & channels is very high.
CREATIVE BRIEF
The target audience in this ad campaign is the Male member of the SEC- A. who
is intellectual, intelligent & has the rationality to understand the gravity of the ad
campaign.
Since the objective was to enhance the brand image of Matrix, it was necessary to
make the consumer change his perception about the brand which required a strong
motivation. This could be done only by connecting with the consumer emotionally &
India being a country of emotions, it became necessary & easy to reach out to the
consumer & place our brands in their minds in a positive way.
Matrix as a brand had to enhance its image, thus it had 2 give something more, if
not literally then emotionally. Thus came the concept of ‘Makes Sense’, which meant
express your innermost feelings through Matrix & they also expected their consumers to
do the same.
Once the consumer has seen the ad campaign, it should create a deep impact in
the minds of the consumer, so that if asked about any service provider Matrix should be
the brand that should in the consumers TOMA (Top of the mind Awareness). After this
ad campaign the consumer would have a higher bonding with the brand and see it as a
niche product.
Since the situations shown in the ad campaign are similar to what every consumer
can relate to, the consumer after having seen the ad campaign should be convinced that
its only Matrix which is a service provider that enables him to convey all that he wants to
and along with that express his innermost feelings which at times are not possible by the
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22. consumers.
The consumer should get a feeling of happiness & also belongingness towards the
brand. He is now able to reach out and express those feelings & emotions which he
always wanted but wasn’t able to.
All normal consumers can communicate with words, but a deaf & dumb person
can’t do so. But in this ad campaign they have showed a deaf & dumb child who is
still trying to express his feelings to his teacher by actions and this is what even
Matrix is trying to communicate out to its consumers (i.e.) express your inner most
feelings.
T
HE SCENE IN DELHI UPTON NOW….
New Delhi, as an upcoming commercial metropolitan city is witnessing at
Present a tug-of-war for market share in the Country specific Sim Card market which is
currently hovering near the 30 K/month figure mark. This market is growing at an
extremely fast pace and so is the competition between the two main Country Specific Sim
card service providers - Matrix and Clay. Matrix, being the first to enter the market in
Delhi has been the leader but the present trend in the growth rate shows that Clay might
give it a run for its share of the precious pie.
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23. “As we spread wings to expand our capabilities and explore new horizons, the
fundamental focus remains unchanged: seek out the best technology in the world and
put it at the service of our ultimate user: our customer."
Coverage of Matrix
Matrix Country Specific Sim card service provides services in about 56 Countries with
country specific card and about 31 countries with a Global Card. It boost that the
coverage is uninterrupted and covers the widest area. Clay who more or less covers the
same area will give Matrix a toss in the future when its partner Uniconnect which is
planning to consolidate all its Indian operation and give its customers a wider reaches in
term of auto roam. Player who provides a better service in this respect will have an edge
in the future as we can see the way people and business is moving out of Delhi.
INTERNATIONAL OPERATIONS
Global Services
Introduction:
Making its foray into the international market, Matrix is the first Indian company to get a
license to provide Country specific Sim card services outside India, currently Matrix has
its presence in Thailand, Singapore, Shrilanka, Bangladesh and U.K and trying to develop
the expertise to provide such services overseas. As we spread our wings further, Matrix
Global would explore opportunities in other countries around the world.
Matrix’s Accomplishments
1 The largest private sector integrated Country specific sim card services group in
India in terms of the number of customers.
2 Proven track record of managing growth - both organic as well as by way of
acquisitions.
3 First and largest private Country specific sim card services company offering
Cellular, Black berry, Data Card and Forex.
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24. 4 First private Country specific sim Card Company to Black berry services also.
5 First off the block to launch Data card services for laptops.
Management Structure
The group has been structured to create functional and operational specialization with a
linear vision of business lines and functional areas.
The Company is headed by Chairman and Group Managing Director- Gagan Duggal who
is assisted by one Joint Managing Directors- Tanmay Rai Chaudhary. The Company also
has two Presidents- President East India Abro Rehman, this responsibility includes Entire
East India and Rest of India Gaurav Suri The Presidents report to the Group Chairman
and Managing Director. The head of units and SBUs report to the respective business's
President.
An apex team of Corporate Directors has been constituted. The corporate directors have
supervisory and strategic responsibilities for functional areas across business lines. The
directors oversee functional areas including Business Development, Human Resources,
Marketing, Corporate Communication, IT & Technology, Finance, Legal, Corporate
Affairs, Corporate Strategy & Planning and Supervisory Director cum Chief Mentor -
mobility.
The organization structure is designed to ensure that identical businesses are run along
similar lines and best resources in any functional field, be tapped to serve the best
interests of the entire group.
The structure also defines the role of the Head of the units who are totally empowered to
manage their respective companies and are fully responsible for business operations to
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25. build world-class organizations with a high degree of customer focus.
Industry profile
Country specific sim card is one of the prime support services needed for rapid growth
and modernization of various sectors of the economy. It has become especially important
in recent years because of enormous growth of Information Technology (IT) and its
significant impact on the rest of the economy. India is perceived to have a special
comparative advantage in IT and in IT-enabled services. However, sustaining this
advantage depends critically on high quality telecommunication infrastructure. Keeping
this in view, the focus of policy is vision of world class telecommunication facilities at
reasonable rates. Although the telecom network has grown rapidly in recent years, its
growth needs to be accelerated further in the Tenth Plan.
The telecom sector in India has been witnessing a continuous process of reforms since
1991. With the opening of international long distance services and internet telephony
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26. from April, 2002, the process of liberalization and opening up the sector for competition
is complete. Convergence of services is a major new emerging area and the telecom
sector will have to address this in the Tenth Plan.
The major reforms carried out in the te0lecom sector so far are given below:-
Reforms in the Telecom Sector
1 Telecom equipment manufacturing was completely deregulated in 1991.
2 Value added services, including Country Specific Sim card phone services, were
thrown open to private sector in 1992.
3 The National Telecom Policy (NTP) allowing private sector participation in basic
services was announced in 1994. An independent regulatory authority called,
Telecom Regulatory Authority of India (TRAI), was set up in 1997.
4 A new policy for Internet Service Providers (ISPs) was announced in 1998,
opening the area to private sector providers. The policy was promotional in
nature. ISPs have been allowed to set up International Internet Gateways both
satellite and landing stations for Submarine Cable systems.
5 A new policy called New Telecom Policy (NTP), 1999 was announced replacing
the 1994 policy.
6 Migration from the regime of fixed license fee to a new regime of revenue share
was permitted in August, 1999.
7 The regulatory mechanism has been further strengthened through the TRAI
(Amendment) Act, 2000. The Act provides for establishment of a separate dispute
settlement mechanism called Telecom Dispute Settlement and Appellate Tribunal.
8 National Long Distance Service was opened for competition in August, 2000.
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27. 9 Corporatisation of Department of telecommunication's operational network into a
public company called Bharat Sanchar Nigam Ltd. from 1st October, 2000.
10 Videsh Sanchar Nigam Ltd. (VSNL) and HTL limited have been disinvested.
11 The Communication Convergence Bill 2001 was introduced in Lok Sabha and has
been referred to the Standing Committee of Parliament.
12 Fourth Country Specific Sim card Operator, one each in 4 metros and thirteen
circles have been permitted.
13 Unrestricted entry in basic services allowed along with use of wireless in local
loop (WLL) access technology.
14 Two categories of infrastructure providers have been allowed to provide end to
end bandwidth and dark fiber, right of way, towers, duct space etc.
15 International Long Distance (ILD) Services have been opened for competition
since 1st April, 2002.
16 Internet Telephony has also been opened up since 1st April, 2002.
17 Guidelines for universal service obligation announced on March 27, 2002.
New Telecom Policy
The New Telecom Policy (NTP) announced in 1999 modified the NTP, 1994 to take into
account the far-reaching technological development taking place in the telecom sector
globally and to implement the Government's resolve to make India a global IT
superpower. NTP, 1999 also seeks to solve problems arising out of the implementation of
NTP, 1994. The objective of the NTP 1999 is to:
1 Make available affordable and effective communications for the citizens.
2 Strive to provide a balance between the provision of universal service to all
uncovered areas, including the rural areas and the provision of high-level services
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28. capable of meeting the needs of the country's economy.
3 Encourage the development of telecommunication facilities in remote, hilly and
tribal areas of the country.
4 Create a modern and efficient Country specific sim card infrastructure taking into
account the convergence of IT, media, telecom and consumer electronics and
thereby propel India into becoming an IT superpower.
5 Convert Public Call Offices (PCOs), wherever justified, into Public Teleinfo
centers offering multimedia services like Integrated Service Digital Network
(ISDN) services, remote database access, government and community information
systems etc.
6 Transform in a time bound manner, the Country specific sim card sector to a
greater competitive environment in both urban and rural areas providing equal
opportunities and level playing field for all players.
7 Strengthen research and development (R & D) efforts in the country and provide
an impetus to build world-class manufacturing capabilities.
8 Achieve efficiency and transparency in spectrum management.
9 Protect the defense and security interests of the country.
Enable Indian telecom companies to become truly global players
COUNTRY SPECIFIC SIM CARD INDUSTRY PROFILE
The Country Specific Sim card phone industry is one of India’s rapidly growing
industries. Since the Industry came into being in the mid 1990s, its average per annum
growth rate has been a phenomenal 200 percent. By the end of 2002, the Indian Country
Specific Sim card phone Industry had over 10 million subscribers. The industry has
undergone a number of Changes over the years. The National Telecom Policy 1999 was
an important Landmark in the development of the Country Specific Sim card industry
in India; the tariff Rationalization and policy regulation introduced in the Policy helped
the industry Grow at the pace it did. In 2003, Telecom Regulatory Authority of India
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29. (TRAI) Announced regulation of interconnects user charges to resolve conflicts between
Country Specific Sim card operators and network provider.
Major players:-
Matrix Cellular, Clay, Uniconnect, Roam 1 and Znet connect.
The migration to revenue sharing agreement has infused fresh blood in the Country
Specific Sim card industry. The sector has been bustling with activity since the migration
and has taken several strides with consolidation in the industry and a rapid growth in
subscriber base. The subscriber base registered an impressive growth of 131% from Aug
99 to Nov 2000.
Graph 1: Country Specific Sim card Subscribers (mn) for the various circles
Source: India Infoline.com
The growth rate in metros has been slowing down while increasing in A Class circles. In
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30. metros the trend is towards increasing usage as against increasing penetration. Pre-paid
cards have helped the Country Specific Sim card operators improve their penetration.
Pre-paid cards are also being picked up by people because of the no-hassle and budget
control benefit attached to it.
The industry is likely to maintain the present rate of growth backed by more affordable
rates for the services, low tele-density and increasing acceptance of the service as a
necessity as against luxury.
SWOT ANALYSIS
Strengths: -
1. Matrix has strong brand name recognition and a reputation for offering high
quality service to its customers that is core strength to influence large prospect
customers.
2. Focus on Country specific sim card to enable the company to better anticipate
industry trends and capitalize on new Country specific sim card related business
opportunities.
3. An effective Quality Management team with vision and proven execution skills.
4. Good network coverage but still not much satisfactory in global sim cards.
5. Excellent customer care service.
6. Advertisement: -
Advertisement is good though lacks creativity like Clay does which is more
effecting in influencing the prospect customers. Matrix believes in advertising
through brand ambassadors like Sharukh and KKR etc. who are high profile
personalities, even use of personalities like A.R.Rahman and others in advertising
is a good approach to reach and influence a large customer base.
8. Matrix has a vast bundle of value added service for Data on handheld, BB
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31. services, data card services
9. Matrix’s dealers and retailers are scattered to a large geographical area so in terms
of availability it is one of the best.
10. Matrix’s Outsourcing: -
Matrix Cellular have outsourced both IT and Network operations and just handle
a few things that are marketing, sales and distribution. The company not only
saves current operational cost, it also dramatically reduces its capex requirements
as it expands its network over the next couple of years. Above all, by handling
over these tasks lock, stock, and barrel to someone else, it freeze up much senior
management band width to focus on really important things like strategy and long
term growth.
12. The company’s strong relationships with international strategic and financial
investors such as SingTel, AT&T, T Mobile, O2 etc
13. MATRIX’s First: -
 Matrix Country Specific Sim card has launched its mobile service,
Matrix, in Jammu and Kashmir, becoming the first private service
provider to do so.
 First to launch country specific sim card services outside metro cities.
 First to invest into 10 K sim cards from every country.
 First category ‘B’ operator in India to cross 3,00,000 customer mark.
 First to launch Internet and GPRS to Country Specific Sim card messaging
in its circles.
 First to start offshore distribution of prepaid cards in Middle East to cater
for huge keralite population in Gulf.
 First to launch full prepaid country specific sim cards.
Opportunity: -
1. Still a large no of potential and prospect customers are un-captured.
2. Enter Viral Marketing i.e. marketing by the use of non-mass media tools of
communication-SMS, Internet, E-Mail in the word of mouth to get people talking
31
31

32. about it. Matrix has good business opportunity to tap up such companies, which
are indulging in such marketing strategy.
Threats: -
1. Textual Harassment: unsolicited SMSes and calls are besieging Cell phone
users. They are tired of mobile spanning along with unsolicited text SMSes,
contest calls, adverts for ring tones, dating ideas and filmi chakkar promotions
etc. The privacy of cell phone users is in danger.
2. Government Rules and Regulations:
Government interventions and telecom regulators in the country pose a great
threat in the independent operations of the Country Specific Sim card operators
though they are essential to break any kind of monopoly in the industry.
3. Other Country Specific Sim card service provider especially Clay and Uniconnect
emphasize more on push strategy whereas Matrix is still dealing with pull
strategy. A perfect blend of both is required. So Matrix should provide dealers
and distributor more perks and incentives.
4. The private company that is offering the strongest challenge to Matrix’s
dominance is the Indian based Clay and U.K based Uniconnect, the firm operates
Country Specific Sim card circles in Mumbai, Delhi and Kolkata. Clay is ranked
2nd
to none on transparency, organizational ethics, social responsiveness service
quality and customer satisfaction. It is also at no 2 on ten other parameters.
(Source: BW 24, sept.2006). So Clay is the most potential competitor in the
industry and posses a great threat to Matrix.
32
32

33. COMPETITORS
The most potential competitor in the industry.
Clay is brought to you by Clay Telecom, one of the world’s leading Country Specific Sim
card service providers. We are known for our innovative approach and world class
technology. Our goal is to provide you superior products and services, anytime and
anywhere.
Our values are stated simply. To be fair and transparent in what we do and how we do it.
To provide you quality services with more customer friendly practices. To make your
communications experience simple, pleasurable and fun. Where you don't simply get
technology - but technology that is relevant. Where solutions are not just promised in the
future - but delivered in the present.
33
33

34. Dhirubhai Ambani's dream
"We will leverage our strengths in executing complex global-scale projects to make
leading edge information and communication services affordable by all individual
consumers and businesses in India. We will offer unparalleled value to create customer
delight and enhance business productivity. We will also generate value for our
capabilities beyond Indian borders while enabling millions of India's knowledge workers
to deliver their services globally".
Reliance Passport is the outcome of the late visionary Dhirubhai Ambani's (1932-2002)
dream to herald a digital revolution in India by bringing affordable means of information
and communication for the people who are travelling abroad.
"Make the calling card available to people at an affordable cost, they will overcome the
handicaps of illiteracy and lack of mobility", Dhirubhai Ambani charted out the mission
for Reliance Infocomm in late 1999 and then in 2005 it came with Reliance Passport. He
saw in the potential of information and communication technology an once-in-a-lifetime
opportunity for India to leapfrog over its historical legacy of backwardness and
underdevelopment.
Value Added Services and Competitive Advantage
Today in this competitive industry the fight is not about talk or price only, it’s about
whom offers the most value added services.
In this battleground, the two most aggressive players are Clay and Reliance Passport.
34
34

35. Clay already has a bunch of innovations to its credit. Matrix was the first company in
world who came with an idea of Country Specific Sim cards and the first company which
made its user to use internet services at 1/10th
of the cost while they are travelling abroad.
The Value proposition: who’s offering what?
Operators Outgoin
g
Incomin
g
Direct
Call
to
India
BB
Services
Data
Card
Services
Forex
Cards &
Currency
Receive/Sen
d SMS
Matrix YES YES YES YES YES YES YES
Clay YES YES YES YES
BUT IN
SOME
COUNT
RIES
YES
BUT IN
VERY
FEW
COUNT
RIES.
NO YES
Uniconnec
t
YES YES YES NO NO NO YES
Reliance
Passport
NO YES BUT
USING
SOME
OTHER
LANDLIN
E
NO NO NO NO NO
Roam 1 YES YES NO NO NO NO YES
Local
Prepaid
Cards.
YES YES YES NO NO YES YES
35
35

36. Churn Management
Overview:
In the communication industry, a customer canceling or reducing usage of
communication service, is termed as churn.
Customers are at a liberty to choose among the several service provider and the chances
of their changing loyalties are high. Reasons can vary. They may switch to a different
service provider due to a little price, quality of service, quality of customer care,
equipment and technology, billing issues or simply more effective marketing campaigns.
The percentage of customers who churns in a particular time period defines the churn
rate.
Churn in India:
Reports straight that Indian Country Specific Sim card operators face the highest churn
rates as compared to their counter parts in Asia Pacific countries with the exception of
Hong Kong. As per data released by research firms Gartner, the monthly churn rate that
Indian operators grapple with ranges from 3.5% to 6%. That means about 3.5% to 6%
wireless customers move from one operator to another every month.
It is observed from the report that half the merchandize from the customer base churns
annually in India. The high churn rates can be explained from the fact that market is
relatively more competitive in India.
How to manage Churn;
The problem identified, now the Country Specific Sim card operators are left to check
ways out to keep the customers bound to them. To do so, he needs to keep a tab on the
customer consuming habits.
Here, they are confronted with the difficulty in determining the profile of subscribers that
36
36

37. left the company and the reason why they left the company. It is therefore more difficult
to predict which customers are likely to leave and more difficult to predict the device cost
effective incentives that will persuade likely churners to stay.
Domain experts, the marketing gurus in their lingo, would suggest the telecom companies
“to have good data in a data ware house, a methodology to manage the process of
identifying customers or contracts and profile them according to risk categories and
analytical model based on historical behavior to predict the proclivity to churn, and a
means of acting on the output of the model to prevent the churn from actually taking
place”
CHURN STRATEGY: -
Matrix has so many innovative ideas and matchless services to make sure the customer
will enjoy nothing less than a word of advantages.
1. Matrix has recently presented Blackberry, the world’s most powerful instant E-Mail
mobile with inbuilt features of synchronized instant E-Mail, attachment viewing,
advanced security, integrated phone and web-browser and synchronized desktop calendar
etc.
2. for business personals – SMS directory, field force automation, vehicle tracking,
coverage in 1400 towns, seamless international roaming, mobile office, corporate e-mail
etc.
3. Matrix has the best value added service in the country.
-Advance rental plan
If a user travels frequently to a country he may take a permanent no from
37
37

38. Matrix for Rs 999 Annual rental only.
-Zero cost SIM
Matrix provides simcard on rent so no sim charges are taken from
customers.
-Incoming Free
Matrix provides country specific cards for about 39 countries where
incoming is free.
-Hassel free Payment system
While a user is carrying Matrix his no are mostly post paid so the billing
can be easily done from their credit card, so they need not to worry about
bill payment while travelling abroad.
-Data Cards for laptops
Matrix is one of the only companies which also provides country specific
data cards so that people travelling for business purpose can stay
connected to their mails even while travelling abroad any where any time.
Matrix Forex Services
Any person travelling abroad needs forex as a mandate, so Matrix now
also provides forex services in terms of cash as well as Forex cards.
38
38

39. Chapter – 2
Objective of the project
39
39

40. PROJECT OBJECTIVE
Primary Objective
To know the position of Matrix Country Specific Sim card by analyzing customer
satisfaction and competitive market within the International Sim card industry.
Secondary Objectives
1. To find and list the factor that affect buying decisions.
2. To know the preference of potential and prospect customer for different features
offered by International Sim cards providing companies to formulate effective churn
strategy.
3. To find the awareness of Matrix Country Specific Sim card as a brand and Matrix
other products in Delhi.
4. To find the reasons for their willing ness or non-willingness of Matrix user to switch
to other brand.
5. To analyze the effectiveness of various printed ads of Matrix as well to analyze public
relation image.
40
40

41. Chapter - 3
Review of Literature
41
41

42. BRAND IMAGE
Brand image is the current view of the customers about a brand. It can be defined as a
unique bundle of associations within the minds of target customers. It signifies what the
brand presently stands for. It is a set of beliefs held about a specific brand. In short, it
is nothing but the consumers perception about the product. It is the manner in which a‟
specific brand is positioned in the market. Brand image conveys emotional value and not
just a mental image. Brand image is nothing but an organizations character. It is an
accumulation of contact and observation by people external to an organization. It should
highlight an organization’s mission and vision to all. The main elements of positive brand
image are- unique logo reflecting organization’s image, slogan describing organization’s
business in brief and brand identifier supporting the key values.
Brand image is the overall impression in consumers’ mind that is formed from all
sources. Consumers develop various associations with the brand. Based on these
associations, they form brand image. An image is formed about the brand on the basis of
subjective perceptions of associations bundle that the consumers have about the brand.
The idea behind brand image is that the consumer is not purchasing just the
product/service but also the image associated with that product/service. Brand images
should be positive, unique and instant. Brand images can be strengthened using brand
communications like advertising, packaging, word of mouth publicity, other promotional
tools, etc.
42
42

43. Bran
d image develops and conveys the product’s character in a unique manner different from
its competitor’s image. The brand image consists of various associations in consumer’s
mind - attributes, benefits and attributes. Brand attributes are the functional and mental
connections with the brand that the customers have. They can be specific or conceptual.
Benefits are the rationale for the purchase decision. There are three types of benefits:
Functional benefits - what do you do better (than others),emotional benefits - how do you
make me feel better (than others), and rational benefits/support - why do I believe
you(more than others). Brand attributes are consumers overall assessment of a brand. 26
Brand image has not to be created, but is automatically formed. The brand image includes
products' appeal, ease of use, functionality, fame, and overall value. Brand image is
actually brand content. When the consumers purchase the product, they are also
purchasing its image. Brand image is the objective and mental feedback of the consumers
when they purchase a product. Positive brand image is exceeding the customer’s
expectations. Positive brand image enhances the goodwill and brand value of an
organization.
To sum up, “Brand image” is the customer’s net extract from the brand.
GOVERNMENT POLICIES:-
___________________________________________
___
For Issue of ‘No Objection Certificate’ (NOC) for sale/rent of
International Roaming SIM Cards/Global Calling Cards
‘No Objection Certificate' (NOC) shall be issued by Department of
Telecommunications(DoT) in regard to sale/rent of International Roaming SIM cards/
Global Calling Card in India with the following terms and conditions:
43
43

44. Terms and Conditions of NOC
(i) The cards being offered to Indian Customers will be for use only outside India.
However, if it is essential to activate the card for making test calls/emergent calls before
the departure of customer and /or after the arrival of the customer, the same shall be
permitted for forty eight (48) hours only prior to departure from India and twenty four
(24) hours after arrival in India.
(ii) Such test calls/emergent calls made from India through these calling cards shall be
international roaming calls.
(iii) For establishing the authenticity of the customers (photo identity and address proof
etc), proper verification of users of such cards shall be carried out before selling /renting
such cards. Copy of the passport of the customer indicating valid visa shall also be
obtained.
(iv) Complete details of such global cards (including the period) along with full
particulars, including address of the person to whom the international roaming cards has
been sold/rented, shall be provided to the designated security agencies periodically on
monthly basis.
(v) All types of clearances from any agency like RBI/ customs etc. will be duly taken
by the Company.
(vi) The traffic originated in other country for termination in India will be routed
through the valid ILD licensees/valid ILD gateways.
(vii) The Company, selling/renting such SIM/Calling cards, shall ensure that the time
limit of activation of such cards in India, as mentioned in Para (i) above, is adhered to,
failing which the Company shall be liable to pay a fine of Rs.500/- (Rs. Five Hundred
only) per hour for each SIM/Calling cards for every extra hour of activation.
(viii) The NOC shall be issued initially for a period of one year and shall be renewed on
the request of the Company.
44
44

45. Team performance and control process in sales organizations
By Rajgopal, A Rajgopal,
According to Rajgopal and Rajgopal the balance between team designing and team
coordination in performing sales and managerial control strategies are normally based on
salespeople' outcomes. It may be appropriate for the managers to consider review of team
designs for improving the sales unit effectiveness. However, there is no apparent negative
impact of relatively high levels of control behavior in combination with team
coordination and leadership attributes. Work environment is largely governed by team
coordination effects for the salespeople. Sales team building process has a large effect on
sales organization effectiveness both directly and indirectly through its relationship with
salespeople's behavioral performance. Collecting and processing territory and account
information are major aspects of a salesperson's task and to a large extent salespeople's
effectiveness depends on the amount and quality of the market information available to
them. The study reviews existing theoretical and management issues pertaining to team
sales practices and determines major variables that affect the team performance in
selected industries. The results of the study are consistent with the findings of previous
studies referred in the paper. However, this paper attempts to contribute significantly to
the existing studies as there is paucity of literature on this subject particularly in reference
to Latin America.
45
45

46. CONSUMER BEHAVIOUR
Consumer behaviour is the study of when, why, how, and where people do or do not
buy a 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. It studies characteristics of individual consumers such as
demographics and behavioral variables in an attempt to understand people's wants. It also
tries to assess influences on the consumer from groups such as family, friends, reference
groups, and society in general.
Customer behaviour study is based on consumer buying behaviour, with the
customer playing the three distinct roles of user, payer and buyer. Research has shown
that consumer behavior is difficult to predict, even for experts in the field. Relationship
marketing is an influential asset for customer behaviour analysis as it has a keen interest
in the re-discovery of the true meaning of marketing through the re-affirmation of the
importance of the customer or buyer. A greater importance is also placed on consumer
retention, customer relationship management, personalisation, customisation and one-to-
one marketing. Social functions can be categorized into social choice and welfare
functions.
46
46

47. CUSTOMER RELATIONSHIP MANAGEMENT
Customer relationship management is a broadly recognized, widely-implemented
strategy for managing and nurturing a company’s interactions with clients and sales
prospects. It involves using technology to organize, automate, and synchronize business
processes—principally sales activities, but also those for marketing, customer service,
and technical support. The overall goals are to find, attract, and win new clients, nurture
and retain those the company already has, entice former clients back into the fold, and
reduce the costs of marketing and client service. Once simply a label for a category of
software tools, today, it generally denotes a company-wide business strategy embracing
all client-facing departments and even beyond. When an implementation is effective,
people, processes, and technology work in synergy to increase profitability, and reduce
operational costs
Benefits :
• Streamlined sales and marketing processes
• Added cross-selling and up-selling opportunities
• Improved service, loyalty, and retention
• Higher sales productivity
• Increased call center efficiency
• Higher close rates
• Better profiling and targeting
• Reduced expenses
• Increased market share
• Higher overall profitability
• Marginal costing
47
47

48. STRATEGIES FOR FUTURE TO RETAIN ITS MARKET SHARE
 Target markets
Students travelling abroad for Studies.
This segment has not yet been tapped by any of the Country Specific Sim card service
providers. Since these would be first time users and the price will be a major factor.
Matrix will have to model its price structure to accommodate this segment of customers.
Prepaid SIM card may thus be a good strategy to start off with.
 Leisure travel.
Already Matrix’s brand is synonymous with fun. Matrix will have to lay greater emphasis
on this a segment of consumers because with greater disposable income more and more
people travel abroad as a tourist.
 Corporate Travel
This segment has not yet been tapped very well. Matrix can thus concentrate on this
segment by introducing schemes aimed at corporate. This can be done by providing them
specific value added services.
 Opponent's share:
By aggressively marketing their products and taking advantage of the fact that as
mentioned before Clay and Uniconnect is facing problems with its technical manpower at
the services level. Sooner or later this is bound to result in dissatisfaction of their clients.
Matrix can absorb these users
 Increased competition from the third and fourth player
48
48

49. Airtel and Vodafone are planning to enter the Country Specific Sim card services market
in a big way. Matrix will have to pay off their attack by
 New tariff plans.
 More value added services.
 Better network quality.
 Intensification of marketing and advertising effort aimed at highlighting the
strengths of the brand and their continuous ability to provide good quality service.
 Increase in visibility and coverage
Matrix will have to go in for further image enhancement of the Matrix brand with a
care and family message and the magic brand with emphasis on targeting the youth.
Also, their retail outlets and franchises will have to be increased further by 50%. This
is infact a strategy that Matrix is implementing and the results will show soon. Such
reach and visibility once attained will have to be complemented with excellent
people’s services that Matrix is known for. Once achieved this level of services will be
hard new or established player to match.
In the long run this could be the vital factor, which keeps Matrix No. 1 in the
industry.
 The first come advantage
Value added services are the norm of the day. The service providers can gain a long
term advantage by consistently introducing new incentives in value added services or
tariff structures. Every time a new scheme is launched it provides temporary edge to
the service provider over its counterpart. This temporary advantage is in terms of the
new clients it acquires who have been attracted by the offer. However after some time
this advantage is neutralized by the other player offering something similar. Thus it
important to innovate before the competition time and again so that one can make the
short term advantage cumulatively long term and help increase “mind share” as well
as market share.
49
49

50.  Corporate clientele
Since this a target market by itself its marketing methodology itself would be
different. Most organizations prefer to take services for their employees in groups.
Hence, this order becomes very big for the service provider. Personalized selling
would be the order of the day for these users. The presence in the various business and
corporate circles would also enhance MATRIX’s’ brand image. Special incentives can
be given to these employees for maintaining their loyalty to the Matrix brand.
 The Matrix - Matrix advantage
Matrix could lure more customers by introducing schemes in which calls from one
Matrix user to another would be possible at a reduced tariff. This would encourage a
group of users who need to communicate frequently to opt for this service only. Also
it would help in promoting bondage between the users and thus further promote
loyalty.
 New innovative packages
Matrix has to come up with new innovative packages like the CALL HOME scheme
offered by Clay. Such schemes launched at regular intervals will help in maintaining
customer loyalty and also attract new customers.
 Discounted products
The company has to offer more discount schemes like reducing the activation charges
or reducing the security fees. This will provide the company a competitive edge.
However this may lead to a price war. Hence the trade offs of indulging in this
exercise must be considered.
 Regular freebees
Matrix can offer at regular intervals and especially at festivals schemes like free
airtime to its users, free coupons for shopping, free entry to shows etc. this would keep
the customers interested in the brand and ensure that they remain loyal to the brand.
50
50

51. The other competitor will also be indulging in the same hence the effectiveness of
these would depend on the timing of these offers.
 Special offers
Matrix may offer special incentives and rewards to the frequent and regular users by
offering them free maintenance checks.
Free or minimal cost up gradation to a category of users who use the service over a
specified limit of airtime.
 More of the e-factor
The future belongs to the net. The players who will be able to integrate the net in their
operations will lead the market. This would mean advertising over the net, allowing an
interface of the net with the Country Specific Sim card service. Matrix is already on
the right track as far as this is concerned. They have introduced the concept of being
able to send messages to the user like a pager message. This can be done from the
Matrix site.
Finally, to sell well….
…..and remain in position…..
…………NUMERO UNO
To retain its position of the No. 1 player in the market Matrix has to not only implement
the strategies mentioned but also time their moves perfectly.
51
51

52. Only high level R&D complemented with sound technical services can provide the
backbone for the aggressive marketing that we have suggested for Matrix.
Chapter – 4
Research Methodology
52
52

53. RESEARCH METHODOLOGY
The task of data collection by the Observation method and personal interviews
because the maximum client of matrix is belonging to very high society so they have
no time to fill-up the questionnaire.so i collected this data based on personal observation.
I found the The primary data are those, which are collected a fresh and for the first time
and thus happen to be original in character. The secondary data are those which have
already been collected by someone else and which have already been passed through the
statistical process. The methods of collecting primary data are to be originally collected,
while in case of secondary data the nature of data collection work is merely that of
compilation.
COLLECTION OF PRIMARY DATA
We collected primary data during the course of doing experiments in an experimental
research. We can obtain primary data either through observation or through direct
communication with respondents, or through personal interviews.
COLLECTION OF SECONDARY DATA
Secondary data means data that are already available i.e. they refer to the data which have
already been collected and analyzed by someone else. It may either be published data are
available are available in:
• Various publications
• Books, magazines & statistics
53
53

54. SAMPLE SIZE
SAMPLE SIZE FOR CUSTOMER’S NEEDS AND SATISFACTION LEVEL AND
DSA/RETAILERS: 100
TOOLS USED IN SURVEY
The various tools used in conducting the surveys are as follows:-
• Observation method
• Personal interviews
1 OBSERVATION METHOD
Observation method in the most commonly used method in a survey. Observation
becomes a scientific tool and the method of data collection for the researcher, when it
serves a formulated research purposes systematically planned and recorded and is
subjected to checks and controls on validity and reliability, under the observation without
asking from the respondent.
2 INTERVIEW METHOD
The interview method of collecting data involves presentation of oral verbal stimuli and
reply in term of oral verbal responses. Personal interview methods in a face-to face
contact to the other person or persons. This method is particularly suitable for intensive
investigations.
54
54

55. PROCEDURE OF RESEARCH
1. To conduct the research the target population was the people who go abroad.
2. Target geographic area was Delhi sample size was 50 for customer satisfaction &
DSA feedback respectively.
3. To this sample a questionnaire was given, the questionnaire was combination of both
open ended and close-ended question.
4. Some DSA were also interviewed to know about the various products and market
scenario of Matrix.
5. Finally the collected data was analyzed and computed to arrive at the conclusion and
recommendation given.
55
55

56. Chapter – 5
Data analysis
And
Interpretation
56
56

57. Graph 1:-
Sample taken in the Survey contains 100% respondents with Country Specific Sim
card Usage.
_______________________________________________
Graph 2:-
57
57

58. Mostly customer like to go with post paid service.
..
Graph 3:-
General mode of Payment is Credit Card, however Cgeque is the other upcoming
means.
Graph 4:-
Type of Connections
73%
27%
Post Paid
Pre Paid
Mode of Payments
49
26
20
5
Card
Cheque
Cash
Others
58
58

59. Matrix holds more than One Third of the Country Specific Sim card Market Share
in Delhi.
Graph 5:-
. Do you feel that call rate on international roaming in matrix is less than others:
Maximum customer agree’s matrix provide less roaming charges than others .
Graph 6:- Do you think that forex & Insurance services offered by matrix is better:
Present Service Provider
36%
20%
13%
10%
11%
10% Matrix
Clay
Uniconnect
Roam 1
Reliance Calling card
Other
59
59

60. According my observation & personal interviews we find most of customer are
satisfied with Matrix’s forex & insurance services.
Graph 7:-
Matrix is the most preferred brand however Clay and Uniconnect are potential
Competitors in the market.
Matrix is the most preferred brand however Clay and Uniconnect are potential
Competitors in the market.
Preference while taking first time
Connection
28%
25%8%
15%
8%
16% Matrix
Clay
Uniconnect
Roam 1
Reliance Calling Card
Others
60
60

61. Graph 8:-
Matrix has more than 60% satisfied Customers, however Clay and Uniconnect also
have more than One third of their satisfied customers.
________________________________________________
Graph 9:-
Matrix is known basically for High Quality, Trust and Reliable Services.
Matrix is known basically for High Quality, Trust and Reliable Services.
Satisfaction Level for Various
Operators
0%
20%
40%
60%
80%
100%
M
atrix
C
lay
U
niconnect
R
eliance
C
C
Localsim
cards
O
thers
Dissatisfied
Partially Satisfied
Fully Satisfied
Matrix Image
Quality
Trust
Latest tech
Value for money
Popularity
Reliable
61
61

62. Graph 10:-
Matrix has excellent Availability with the Dealers but lacks Sales force Interaction.
Matrix has excellent Availability with the Dealers but lacks Sales force Interaction.
_______________________________________________________
Most of the customer’s perception are excellent and very few customer’s are
dissatisfied with matrix.
Graph 11:-
0%
20%
40%
60%
80%
100%
% of
Respondents
Availability Auth.
Service
Center
Interaction
with sales
person
Customer
Care
Parameters
Customers Perception about Matrix
Poor
Average
Good
Excellent
62
62

63. Matrix is the most preferred brand which is been given by customers
Ranking as per customer satisfaction
Obtained by Personal Interviews
Matrix
Clay
Uniconnect
Loc
al
Sim
Car
d
Reliance
Others
Cellular Operators
Ranking
63
63

64. Chapter – 6
Suggestion and Conclusion
SUGGESTION
64
64

65. - During training period i felt some problem in matrix head office like, sometime lack of
team work, dissatisfaction of employee & less advertisement of Forex services & some
matrixs tariffs plan are very costly like USA (In USA incoming calls is not free).so i’m
giving some suggestion for removing that types problems:-
-Matrix should try to counter the WLL by providing lower tariffs to users & company
should do proper advertisement of Forex..
-Matrix must try to increase its post-paid subscriber base.
-Matrix should try to add more and more countries in its sim cards kitty.
-Matrix must try to come out with some specific plans, which are attractive for corporate
because it is the segment with the highest mobile usage.
-Main advantage of WLL is its tariff plan. So GSM service providers should try to
reduce their tariff if possible at least initially.
-More proportional schemes should be launched to incorporate the perfect blend of push
and pull. So Matrix should provide dealers and distributor more perks and incentives.
-Emphasis on more effective Public Relation exercise should be given by sponsoring
various events to expand its reach.
-Matrix should think seriously regarding the ‘Ethics’ and ‘Belief in transparency’
parameters in which it is lagging behind since a no. of years.
-In the interest of subscribers Matrix should take serious steps regarding the ‘Txtual
Harassment’ in consent with the regulatory bodies.
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66. -Matrix should incorporate further innovations to outsmart the most potential competitor
that is Clay
-Matrix should rectify and upgrade the billing system to avoid customer dissatisfaction
and discretion in regards of erroneous bills.
-Matrix should think positively to tap the companies indulging in Viral Marketing.
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67. CONCLUSION
After analyzing the findings of the research we can conclude that Matrix with strong
brand recognition is a market leader. Matrix Cellular that is the most respected company
in the telecom sector is still lagging behind Clay on the ground of ethics and belief in
transparency. Pre paid cards are less popular as they are not so consumer friendly and
recharging is a hassle while travelling abroad.
Most of the subscribers on an average spend Rs 3000/trip. As Matrix the only company
having the largest market share with Clay and Uniconnect also following the steps of
Matrix to increase the customer base, Matrix must seriously look into the loop holes in its
marketing strategy and tariff plans to increase its subscriber base in the industry. Matrix
should catch on its core strengths and competencies like wide network throughout India,
own ILD and a basket full off value added services to compete with the others potential
players in the market. Matrix can adopt marketing strategies like low activation fees, free
airtime and other VAS to attract new customers and also try to retain the existing
customer base through providing quality service and better customer care service.
Although people are aware about the tariff plans offered by WLL service providers, but
right now they are not in hurry to avoid it. The public wants to wait and watch their
respective performances.
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68. Chapter – 7
Limitations
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69. LIMITATIONS
1. The study is restricted to Delhi only.
2. The population size is very small as compare to actual size.
3. There can be errors in sampling
4. Time constraints were there.
5. People might give their biased option
BIBLIOGRAPHY
Books
The books concerned for the accomplishment of the project are as follows:
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70. • Philip Kotler 13th
Edition “MARKETING MANAGEMENT” Publish by
“PEARSON”
• Ramaswami 10th
Edition “MARKETING MANAGEMENT” Publish by Oxford
• G.C. Berry’s Fifth edition “Research Methodology” Publish by McGraw Hill
Education.
 SWAPNA PRADHAN ( TATA McGraw-Hill) MARKETING MANAGEMENT
 BUSINESS LINE - boom: ADS can give the extra thrust-S. D. Nai
 BUSINESS : The debate rages- Shanthi Venkataraman, Thursday, Nov 24, 2005
 INDIAN BRAND FOUNDATION – BRAND INDUSTRY, BRANDING.
Websites
http://www.mckinseyquarterly.com/category_editor.aspx?L2=5
http://www.cfoasia.com/link.htm
http://www.strategy-business.com
http://www.cia.gov/cia/publications/factbook/geos/in.html
http://www.retailadvisors.net/
http://www.ibef.org/
http://www.retail.com/
http://www.retailbiz.com/
http://www.trai.com/
Magazines
SOURCE: MATRIX, Annual Report 2011-12 (Updated on 31st
Dec, 2012)
OBSERVATION BASED QUESTION
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71. Personal Information:
Name of m/s: …………………………………………………..
Address:………………………………………………………………
Phone:………………………………………..
E-mail:………………………………………..
1.Type of Outlet:
(1)Corporate Offices (2) Airport (3)Travel Agents (4)Any other
2. Which type of sim card’s do you like most :
(a) Prepaid (b) postpaid
3. Mode of Payment is :
(1)Cash (2) Cheque (3)Credit card (4)Any other
3. Do you feel that call rate on international roaming in matrix is less than others:
(1) agree (2) strongly agree (3) Disagree (4) strongly disagree
4.Basically which of the operators you deal with?
(1)Matrix (2)Clay (3) Uniconnect (4) Roam (5) Reliance (6) Others
5.How many times in a year do you visit foreign country:
(1) less than 10 (2) less than 20 (3) less than 30 (4) more 30
6.Do you think that forex & Insurance services offered by matrix is better:
(1) agree (2) strongly agree (3) Disagree (4) strongly disagree
7. Since how long you are in this business/ profession?
(1)0-1year (2)1-3years (3) 3-5years (4)5 or more years
8. Since how long you are dealing with Matrix?
(1)0-1year (2)1-3years (3) 3-5years (4)5 or more years
9. Which connection do the customers prefer when they come at your doorstep?
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72. (1) Matrix (2) Clay (3) Uniconnect (4) Roam
10.Customers Perception about Matrix :
(1) poor (2) Average (3) good (4) Excelent
11.What is the ranking of various operators in terms of fewer complaints?
(1) Matrix (2) Clay (3) Uniconnect (4) Roam
I Value your Suggestions
Thanks
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