CHANNEL AUDIT

Prepared By: Shailendra Shankar Under the Guidance: Mr. Rohan Dubey
Senior Specialist Marketing Communication

About Sistema

About SSTL

Sistema provide mobile services in 81 out of 83 regions in Russia and the entire territories of Armenia, Ukraine, Belarus, Uzbekistan with the brand name MTS

Sistema Shyam Teleservices Ltd. (SSTL) is a venture, involving equity participation SISTEMA JSFC, [73.71%] the Russian Federation and the Shyam Group [23.79%] of India and rest Public [2.5%] partake

MTS is currently the biggest mobile operator in Central and Eastern Europe.

SSTL has the spectrum to provide mobile telephony services in all the 22 circles across the country

Product Offerings

Smart Phone

Mtag 3.1 Available @ Rs.5499 with a range of data plans.

Just launched Samsung galaxy Y

Featured Phones
Low Priced basic phone available @ 649 With 1100Min local mins ( 700 off net & 400 on net for 1 month) Penetrating the market Most successful Product

Easy Recharge
3 options Easy SIM

MBLAZE
Mobile Broadband USB Modem. Support speed up to 3.1 Mbps. Available @1299 with various data Plan

Coupons
Online Recharge through website i.e. www.mtsindia.in

OBJECTIVES
To understand the MARKETING activities carried Out in BROs

To analyse the relationship between how sales is influenced by advertisement and location

To conduct a market survey for analysing the

consumer buying behaviour The impact of location on footfalls The brand recognition

SWOT Analysis
Strength
Experience in Russia

Weakness
New entrant in Indian Telecom market
Least Brand Recall in Customers mind in India Price competition from TATA docomo and AIRCEL
Less Network coverage across telecom circles of India

Threats
Competition from other cellulars

Opportunities
Huge market

Pan India footprint

Less product awareness in the market

3G and 4G penetration
Latest technology and low cost advantage

Low tariff plan

Innovative schemes

Brand perception.

Unexplored DATA Services

Key Findings
Channel members not indulge in sales promotion and advertising Less number of Distribution network to serve large no of customer Conflicts between BROs

Investing very less in the promotion of M blaze

Poor variety of handsets Less no of OMH

Non existence of relationship centre

Key Findings
Less Brand recall

Less focus on VAS & its promotion

successful data centric-voice enabled strategy: High non Voice Revenue Revenue grew faster than the subscriber base Less female customers High Data Charges

Recommendations
Emphasis on QoS should be made priority Customer touch point should be increased The product should come up with technical advancement like having an inbuilt memory in the data card Should have more penetration and reach the areas where it is not present Should come up with attractive and dynamic pricing strategies Should have larger focus on enterprise customer

Recommendations
should increase M blaze promotion activities
should focus on TV advertising, print advertising, internet advertising and make its presence felt in the market promotion strategies could be given focus on viral marketing campaign like on SMS, e-letters or blogs and so forth Promotion activities should be conducted in college campuses, corporate hubs by arranging special events for students and working individuals, distributing pamphlets in societies, etc

should improve distribution channel in outskirts area

Should launch affordable Data Plans

Survey Results
GENDER
Female 6%

Sales
MBLAZE 11%
Mobile handset 15%

New Connection 27%

Male 94%

Recharge 47%

INFERENCE: Out of 268 respondents 94% were males and only 6% were females. This shows that the footfalls of female were too low.

INFERENCE: Out of 268 respondents 47% customers came for recharging their cell number or MBlaze. 27 % customers came for new connection this shows the high increase rate in customer base of MTS

Survey Results
SEGMENT
120 Student 19% 100 Housewife 5% 80 60 Working Individuals 42% 40 20 0 No of customers

No of customers

Businessman 34%

10 am TO 12 pm 65

12 pm TO 4 pm 93

4 pm TO 7 pm 110

INFERENCE: out of total 268 respondents the working individuals are 42% and students are 19%.

INFERENCE: The footfalls increase as the day pass. The footfall is more between 4PM to 7PM and much less in between 10 AM to 12 PM.