Course to which admitted IIPM(pgp-c) ISBE A/B ICHE
Month & year of admission May 2011 Place of study (IIPM centre) SATBARI, NEW DELHI
Specialization Area MARKETING
Name Yogesh Nitharwal Thesis Id Allotted SS/11-13/M-28/Delhi/IIPM PCP C E-mail address nitharwal.yogesh@gmail.com Thesis Topic Channel Management Study - Airtel Phone Number +919785775808 vi | P a g e
Synopsis Airtel the biggest telecom player in Indian market in terms of subscribers and revenue. It is operating in 20 regions of the country. From the days of initiation Airtel maintained an image of better networking, better consumer service in terms of CRM and a brand of high image which in other words can be said as Airtels USP. In Odissa market Airtel entered in the year of 2004 December and within three years of time it captured a lions share in the market. In some of the major cities Airtel is a market leader. After four years of operation in Odissa market Airtel played a game as it reduces the margin from distributor to retailer because it got the brand loyalty from the subscribers and succeeded with its PULLING strategy in the market also with some highly innovative value added schemes. In particular Cuttack market the Airtel faced a great challenge after the reduction in margin. Lots of strikes were done against company and many retailers refused to sale Airtels products and this made Cuttack the toughest market in the Eastern part of the country. It put a challenge in front of the sales team to maximize the sales. Though Airtel has 32% market share in Cuttack but it still facing tough challenge from its rivals.
Airtel Subscribers: 1. Total number of subscribers in India is 9, 89, 08, 993. 2. Airtel has a market share of 31.65% of total 29, 93, 49, 436 GSM customers. 3. Airtel has 23 circles in India, has agreement allover the country except North East provision of the Country. 4. Airtel started its operation in Orissa in the year of 2004, 4th Dec. 5. Up to the latest report Airtel has a total 24, 96,023 subscribers in Orissa.
Airtel in Cuttack: Population of Cuttack is nearly 7, 00,000 and 40% of this total population uses mobile phones. From total mobile subscribers Airtel has a market share of 32%, having highest market share in the Cuttack region. Airtel has setup 55 BTS (towers), showing its quality and reputation of network coverage. Over 1620 Retailers (registered up to 6th May 2009) available in this Urban area and many more retailers sales Airtel vouchers also (these are not registered). (Those retailers sale Airtel sim are considered to be registered)
be overlooked. Had these limitations been overcomed, the findings would be more accurate. 1) Time Constraints
Books: Philip Kotler Principles of Marketing Kotler Marketing Management Pryank Azad retail Management
LIMITATION OF STUDY: Although the project has been worked out at its best yet there are some limitations which cannot
JUSTIFICATION OF CHOSSING THE TOPIC: Channel Management is a vast and important field in marketing and the success of any brand depends on how well it can communicate to its target customer & how well its channel partner are being managed. This thesis will help me get better understanding of channel Management strategies used by successful brand which will help me in my future career growth and development and will give a strong base for a successful career. Methodology Secondary data: The data was colleted from the Airtel head office in Bhubaneswar. They provided all the list of top 18 retail outlets under PK Agency. These outlets are Navaratna awarded. Primary Data: Data collected from all the top retail outlets. Through conducting an informal interview.
Our objectives are Finding out the top (Airtel Navaranta awarded) retail outlets and also some other outlets in the prime locations of Cuttack region. Extracting information from them about At what cost they are selling Airtel sim. What the retailer prefers to sale (which sim they are trying to push out) by what information providing to the customer These are the thing that I have to extract from the retailers. We worked in team covered up maximum retailers possible in the given time period (2 days) after making a list of top retailer outlets. Some of the limitations are : 2) Data Constraints
NAME OF ORGANIZATION: Hindustan Coca-Cola Beverage Ltd.
ATTACH THE ACCEPTANCE LETTER:
Thesis Submission Acceptance Format
STUDENT INFORMATION :
Student Name: Yogesh Nitharwal
Thesis Id: SS/11-13/M-28/Delhi/IIPM PCP C Title : Channel Management Study - Airtel
Phone No.: +919785775808
Sp. Area : (M)
Email address: nitharwal.yogesh@gmail.com As THESIS MENTOR for the student named above, I certify by signing below that I have read this students final thesis draft, have approved changes required by me, and recommend the Thesis for acceptance.
Supervision Guides Name : Mr. Durgesh Nandini
Sign : Mr. Durgesh Nandini
To be filled by thesis data management team Thesis Id Generation Name of Student Phone. No Batch IIPM Center Thesis Topic Specialization Area Name of Guide Phone.No Email address