A STUDY ON COMPETITIVE STRATEGIES FOLLOWED BY MTS, SISTEMA SHYAM TELESERVICES LTD, BANGALORE

Project Report Submitted to Bangalore University in partial fulfillment for the

Award of Graduate Degree of

Bachelor in Business Management.

Submitted by

Amrit Kumar Bushal

Reg No. 13VQC24009

Under the guidance of

Mrs. Sujitha Paul .H

Head of department (management)

DEPARTMENT OF MANAGEMENT STIDIES

St. George College of Management and Science

3rd main, 4th cross, OMBR layout, Banaswadi.

Bangalore – 560043

2015 - 2016

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DECLARATION

I, hereby declare that the project report entitled as “A STUDY ON COMPETITIVE STRATEGIES FOLLOWED BY SSTL (SISTEMA SHYAM TELESERVICES LIMITED) MTS” is a record of independent research work carried out by me, under the guidance of Mrs. Sujitha Paul. H for the award of bachelor in business management degree.

I, declare that the facts and data in this project report are true to the best of my knowledge and belief

Date:

Place: Amrit Kumar Bushal

Reg no.13VQC24009.

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ACKNOWLEDGEMENT

I consider it as my privilege to express a few words of my gratitude and respect to all those who guided and inspired me in completing this project work.

I also express my profound sense of gratitude, indebted towards Chairman, Principal and faculty members of St. George College and I am thankful to my guide, Mrs. Sujitha Paul .H (faculty guide) who gave me her guidance ,support, encouragement and valuable suggestions throughout the project which is very important to me in order to complete my project successfully.

I am thankful to Sri Sai Enterprise for giving me the opportunity to carry out this project.

I thank God for his blessings throughout my course.

Place:Bangalore AMRIT KUMAR BUSHAL

Date: 4/4/2016 Reg.13VQC24009

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TO WHOMSOEVER IT MAY CONCERN

This is to certify that Mr. Amrit Kumar Bushal Reg.no.13VQC24009 student of Bangalore University from St. George College of Management and Science, Bangalore has successfully completed his marketing project work on the topic “A STUDY ON COMPETITIVE STRATEGIES FOLLOWED BY SSTL (SISTEMA SHYAM TELESERVICES LIMITED) MTS” from 16/01/2016 to 29/03/2016. All the data collected by him are authentic and project has been done in our guidance.

We wish him all the best for his future endeavors

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LIST OF CONTENTS

SL.NO CHAPTER PAGE NO

1 INTRODUCTION 1 – 13

2 RESEARCH DESIGN 14 – 16

3 COMPANY PROFILE 17- 33

4DATA ANALYSIS AND

INTERPRETITION 34 – 72

5FINDINGS, SUGGESTIONS AND

CONCLUSIONS. 73 – 75

BIBLIOGRAPHY

ANNEXURE

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LIST OF TABLES

SL.NO TITLE PAGE NO

1 The age group of respondents.

2 The gender of respondents

3 Marital status of the respondents.

4The occupation of the respondents.

5Monthly income of the respondents.

6 Types of internet connection used by respondent.

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7 Internet service used prior to mts by respondents.

8 Internet usage of respondents per month.

9 Mts gadgets used by respondents.

10 The reasons for using mts by respondents

11 Competitor providing better tariff than mts

12 Respondent satisfaction on tariff plan of MTS.

14 Schemes of mts that attracted most of the respondents.

15 Postpaid users and prepaid users respondents.

16 Promotional activities that are most liked by the respondents

17 Duration of internet service used by the respondents.

18 Improvement made by mts in recent times

19 Rating and favoritism shown by respondents towards MTS.

20 Suitable media vehicle for mts according to respondents

21 Respondent who faced the problem while using mts internet service.

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22 Types of problem faced by the respondents

LIST OF GRAPHS

SL.NO TITLE PAGE NO

1 Age group of the respondents.

2 Gender of the respondents

3 Marital status of the respondents.

4The occupation of the respondents.

5Monthly income of the respondents.

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6 Types of internet connection used by respondent.

7The competitor’s who are threat to mts company

8 Internet usage of respondents per month.

9 Mts gadgets used by respondents.

10 The reasons for using mts by respondents

11 Competitor providing better tariff than mts

12 Respondent satisfaction on tariff plan of MTS.

14 Schemes of mts that attracted most of the respondents.

15 Postpaid users and prepaid users respondents.

16 Promotional activities that are liked by the respondents

17 Duration of internet service used by the respondents.

18 Improvement made by mts in recent times.

19 Rating and favoritism shown by respondents towards MTS.

20 Suitable media vehicle for mts according to respondents.

21 Respondent who faced the problem while using mts internet service.

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22 Types of problem faced by the respondents.

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INTRODUCTION

INTRODUCTION TO MARKETING

“Dr. Philip Kotler defines marketing as “the science and art of exploring, creating, and delivering value

to satisfy the needs of a target market at a profit. Marketing identifies unfulfilled needs and desires”

Marketing is the process of communicating the value of a product or service to customers. Marketing

might sometimes be interpreted as the art of selling products, but sales is only part of marketing. As the

term “marketing” may also consist of ‘competitive market’ among different companies. A competitive

market is one in which a large numbers of producers compete with each other to satisfy the wants and

needs of a large number of consumers. In a competitive market no single producer, or group of

producers, and no single consumer, or group of consumers, can dictate how the market operates. Nor can

they individually determine the price of goods and services, and how much will be exchanged.

Competitive markets will form under certain conditions.

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From a societal point of view, marketing is the link between a society’s material requirements and its

economic patterns of response. Marketing satisfies these needs and wants through exchange process and

building long term relationships.

OBJECTIVES OF MARKETING

The set of objectives necessary for successful marketing management includes,

Capturing marketing insights

Connecting with customers

Building strong brands

Shaping the market offerings

Delivering and communicating value

Creating long term growth

Developing marketing strategies and plans.

NEEDS FOR MARKETING

1. A marketing plan makes a sense of our business environment when developing our marketing strategy

our need to take account of our customers, our competitors, and all the factors that could affect our

ability to operate effectively in the marketplace: the social, legal, economic, political and technological

issues that impact on our business. The likelihood is that these will be a complex mix, becoming more so

as our look into the future. Some aspects will be more important than others, and the process of

developing a marketing plan will help you decide where you should place your priorities.

2. A marketing plan enables clear decision making having determined what factors will affect our

business, and auditing what resources we have within our business to deal with them, we are well placed

to make all the marketing decisions and our need. Are our products really meeting our customers’ needs,

or should we be developing new products? Is our prices right for our market? Do our need extra staff or

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should we outsource some services? Should we be trading online? Is that instead of or, as well as,

trading off-line? Do our need a PR campaign, and advertising campaign, a direct mail campaign…? The

questions we would usually consider in an ad hoc manner (if at all) suddenly become much easier in the

context of marketing plan with clear objectives, timescales and budget.

3. A marketing plan integrates long term planning and short term implementation our strategic marketing

plan should reach 3-5 years ahead, giving our the ability to look ahead and to be prepared to meet any

changes as and when they occur. It won’t be cast in stone, though. Our should revisit it regularly – how

frequently will depend on the nature of our business and the extent to which the factors affecting it

change – and make sure it remains relevant to the marketing environment in which our operate. At a

more detailed, tactical level our annual plan will dovetail with our strategic plan, ensuring that every

action we take is geared towards achieving our strategic goals.

4. A marketing plan prevents panic decisions The flip side of this coin, of course, is that a forward

looking marketing plan will give our as clear a view as possible of what is going on in the market place,

as well as providing our with a framework in which to make any decisions to deviate from our plan.

Sometimes there will be occasions when our want to change course – for sound business purposes. But

the framework that the plan provides will mean that our will not be taken by surprise by market

developments, nor will our be pushed this way and that by unexpected pressures.

THE MARKETING CONCEPT

There are five competing concept under which organization can choose to operate their business

1. The production concept

2. The product concept

3. The selling concept

4. The marketing concept and

5. The holistic marketing concept

MARKETING STRATEGY /CONCEPT

The market plan is one of the most important planning tools for businesses. It is used to determine if

there a market for the products or services. Recent years has seen a switch from creating a product or

service that meets the consumers’ specific needs as opposed to creating demand for the products or

services. Once the product or service has been chosen, the market must be analyzed. This is where the

market plan comes in. A plan has four basic functions:

It tells individuals what resources are required.

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It gives goals that are measurable.

It forces the “homework” to be done.

The best way to start to generate a market plan is to:

1. Begin with the objectives of the business.

2. Generate a marketplace perspective

3. Determine any constraints or limitations

4. Make an outline of the key elements or tactics needed.

Marketing plans are built around the “marketing concept” theory, which gives structure to identifying

and satisfying the customer’s needs.

THE MARKETING CONCEPT The market concept theory is based on the importance of the customers

to the business. The basis is that all policies and practices of the business should be based upon the goal

of satisfying the customers. In order to use the marketing concept, four steps need to be achieved:

1. MARKET RESEARCH - determining the demands or needs of the customers.

2. MARKET STRATEGY - analysis of the competitive advantage.

3. TARGET MARKETING - selecting which specific markets to serve.

4. MARKET MIX - determining how to serve the needs for the target markets.

MARKET RESEARCH: The gathering of information about the present and prospective customer

needs. This most commonly done through questionnaires and surveys.

MARKET STRATEGY: Small Businesses can gain a competitive advantage over larger

competitors by tailoring their products or services to meet the demands of the individual customer. This

tailoring can be done through the means of the product/service offered, price, promotion, and

distribution. The above are known as the marketing mix. Another advantage is that small businesses

offer a more personalized interaction with the customer

TARGET MARKETING: Small businesses often have constraints or limitations to the amount of

resources available for marketing their products or services. Therefore, they need to target a few specific

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markets in which to concentrate their efforts. In order to choose the optimal markets to target a

segmentation of the total market is needed. The three ways to segment the markets are:

1. Customer segmentation - identifying and marketing to the groups of people that will be the heavy

consumers.

2. Product Segmentation - identifying and marketing the existing best selling products or services to gain

market share before marketing any new ones.

3. Geographical Segmentation - identifying and marketing to the specific geographical areas that contain

the heavy consumers.

MARKETING MIX:

A formal approach to this marketing mix includes the 4P’s they are

1. Product – solution

2. Price- value

3. Place- distribution access

4. Promotion- information

If any of the 4P’s were problematic or were not in the marketing factor of the business , the business

could be in the trouble and so other companies may appear in the surrounding of the company , so the

consumer demand on its product will decrease .

However, in recent years service marketing has widened the domains to be considered, contributing to

the 7P’s of marketing in total. The other 3P’s of service marketing are

Process

Physical evidence and

people

And also some consider there should be eight P that is ‘Positioning’

The 7 ‘P’s of Marketing - taking the wider view

1. Product

Product is the item being sold to the customer, the thing that will bring in money, its features and design

need careful consideration. Whether the firm is manufacturing the product or purchasing the product for

resale, they need to determine what product features will appeal to their target market. When an

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organization is considering introducing a product into a market, they should ask themselves the

following questions:

A. Who is the product aimed at?

B. What benefit will customers expect from it

C. What will be its advantage over competitor products? Or its unique selling point?

D.

E. How does the firm plan to Position the product within the market?

The answers to these questions will help a firm design, package and add value to its products.

2. PRICE

There are lots of different pricing strategies but all most at least cover your costs unless the price is being

used to attract customers to the business (loss leader). A product is worth as much as people are prepared

to pay for it. The amount your target market is prepared to pay for your product depends on its features

and the target market's budget. You will also need to consider Competitor Pricing and factors within

your Marketing Environment. Effective pricing involves balancing a range of factors.

3. PROMOTION

A successful product or service means nothing unless the benefit of such a service can be communicated

clearly to the target market. Promotion is any activity to raise awareness of a product or to encourage

customers to purchase a product. Advertising is a form of promotion but not all promotions are

advertisements. Promotional activities for consumer sales will be different to promotional activities for

business to business sales.

The following things will influence how a firm chooses to promote its product: Promotional campaign

purpose the budget for the promotional campaign Legal rules about what you can promote.

Components of promotion mix

There are seven main elements in a promotional mix. They are:

I) Advertising – Any paid form of non – personal communication through mass media about

service or product or an idea by a sponsor is called advertising .it is done through non

personal channels or media . Such as print advertisements, advertisements in televisions and

radio, billboard, brochures and catalogue, direct mails, in store display, motion pictures,

emails, banners ads, web pages, and posters are some of the examples of advertising.

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II) Personal selling – this is the process by which a person persuades the buyer to accept a

product or a point of view or convince the buyer to take specific course of action through face

to face contact. Examples: sales meeting, sales presentations, sales training, and incentive

programs for intermediary sales people, samples and telemarketing etc, it can be of face to

face or through telephone contact.

III) Publicity - publicity is the movement of information with the effect of increasing public

awareness of a subject. The subjects of publicity include people (for example, politicians and

performing artists), goods and services, organizations of all kinds, and works of art or

entertainment.

Publicity is gaining public visibility or awareness for a product, service or your company via

the media. It is the publicist that carries out publicity, while PR is the strategic

management function that helps an organization communicate, establish and maintain

communication with the public. This can be done internally, without the use of media.

IV) Sales promotion - Sales promotion refers to ‘those marketing activities that stimulate

consumer shows and expositions. Purchasing and dealer effectiveness such as displays,

demonstration and various non- recurrent selling efforts not in the ordinary routine.”

According to A.H.R. Delens: “Sales promotion means any steps that are taken for the purpose

of obtaining an increasing sale. Often this term refers specially to selling efforts that are

designed to supplement personal selling and advertising and by co-ordination helps them to

become more effective.”In the words of Roger A. Strong, “Sales promotion includes all

forms of sponsored communication apart from activities associated with personal selling. It,

thus includes trade shows and exhibits, combining, sampling, premiums, trade,

allowances,sales and dealer incentives, set of packs, consumer education and demonstration

activities, rebates, bonus, packs, point of purchase material and direct mail.”

Objectives of Sales Promotion:

Sales promotion is a vital bridge or a connecting link between personal selling and

advertising.

Sales promotion activities are undertaken to achieve the following objectives:

1. To increase sales by publicity through the media which are complementary to press and

poster advertising.

2. To disseminate information through salesmen, dealers etc., so as to ensure the product

getting into satisfactory use by the ultimate consumers.

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3. To stimulate customers to make purchases at the point of purchase.

4. To prompt existing customers to buy more.

5. To introduce new products.

6. To attract new customers.

7. To meet competition from others effectively.

8. To check seasonal decline in the volume of sales.

Importance of Sales Promotion:

The importance of sales promotion has increased tremendously in the modern times. Lakhs of

rupees are being spent on sales promotional activities to attract the consumers in our country

and also in other countries of the world. Some large companies have also begun to appoint

sales promotion managers to handle miscellaneous promotional tools. All these facts show

that the importance of sales promotion activities is increasing at a faster rate.

V) Corporate image – it is important to create a good image in the sight of general public as

the image of an organization is a crucial point in marketing. If the reputation of a company is

bad, consumers are less willing to buy a product from the company.

VI) Exhibitions – exhibition provide a chance to try the product by the customers. it is an

avenue for the producers to get an instant response from the potential consumers off the

products.

VII) Direct marketing – direct marketing is reaching the customer without using the

traditional channels of advertising such as radio, newspaper, television etc. this type of

marketing reached the targeted consumers with the techniques such as promotional letters

street advertising.

4. Place

The Place element of the marketing place is about where the product is made, where is it stored and how

is it transported to the customer. The place for each of these things should ensure that the product gets to

the right place at the right time without damage or loss. The ideal place will be Convenient for the

customer and the business Accessible for the customer if it is the place where the product is sold Low

cost or free for the customer if it is the place where the product is sold Reasonable cost to the business.

5. People

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People are an essential ingredient in service provision; recruiting and training the right staff is required

to create a competitive advantage. Customers make judgments about service provision and delivery

based on the people representing your organization. This is because people are one of the few elements

of the service that customers can see and interact with. The praise received by the volunteers (games

makers) for the London 2012 Olympics and Paralympics demonstrates the powerful effect people can

create during service delivery. Staff requires appropriate interpersonal skills, aptitude, and service

knowledge in order to deliver a quality service. In the UK many organizations apply for the "Investors in

People" Accreditation to demonstrate that they train their staff to prescribed standards and best practices.

6. Processes

This element of the marketing mix looks at the systems used to deliver the service. Imagine you walk

into Burger King and order a Whopper Meal and you get it delivered within 2 minutes. What was the

process that allowed you to obtain an efficient service delivery? Banks that send out Credit Cards

automatically when their customer’s old one has expired again require an efficient process to identify

expiry dates and renewal. An efficient service that replaces old credit cards will foster consumer loyalty

and confidence in the company. All services need to be underpinned by clearly defined and efficient

processes. This will avoid confusion and promote a consistent service. In other words processes mean

that everybody knows what to do and how to do it.

7. Physical evidence

Physical evidence is about where the service is being delivered from. It is particularly relevant to

retailers operating out of shops. This element of the marketing mix will distinguish a company from its

competitors. Physical evidence can be used to charge a premium price for a service and establish a

positive experience. For example all hotels provide a bed to sleep on but one of the things affecting the

price charged, is the condition of the room (physical evidence) holding the bed. Customers will make

judgments about the organization based on the physical evidence. For example if you walk into a

restaurant you expect a clean and friendly environment, if the restaurant is smelly or dirty, customers are

likely to walk out. This is before they have even received the service.

SALES PROMOTION TECHNIQUES

Marketing - sales promotion

Sales promotions are the set of marketing activities undertaken to boost sales of the product or service. 

Description: There are two basic types of sales promotions: trade and consumer sales promotions. The

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schemes, discounts, freebies, commissions and incentives given to the trade (retailers, wholesalers,

distributors, C&Fs) to stock more, push more and hence sell more of a product come under trade

promotion. These are aimed at enticing the trade to stock up more and hence reduce stock-outs, increase

share of shelf space and drive sales through the channels.

However, trade schemes get limited by the cost incurred by the company as well as the limitations of the

trade in India to stock up free goods. Incentives can be overseas trips and gifts. 

But sales promotion activity aimed at the final consumer are called consumer schemes. These are used to

create a pull for the product and are advertised in public media to attract attention.

Maximum schemes are floated in festival times, like Diwali or Christmas. Examples are buy soap, get

diamond free; buy biscuits, collect runs; buy TV and get some discount or a free item with it and so on.

Consumer schemes become very prominent in the 'maturity or decline' stages of a product life cycle,

where companies vie to sell their own wares against severe competition. 

The impact of sales promotions: Sales promotions typically increase the level of sales for the duration

they are floated. Usually, as soon as the schemes end, the sales fall, but hopefully, settle at a higher level

than they were before the sales promotion started. For the company, it can be a means to gain market

share, though an expensive way. For consumers, these can offer great value for money. But sustained

sales promotions can seriously damage a brand and its sales, as consumers wait specifically for the sales

promotion to buy and not otherwise. Therefore, sales promotions are to be used as a tactical measure as

part of an overall plan, and not as an end itself.

There are many methods of sales promotion, they are

1) Rebate:Under it in order to clear the excess stock, products are offered at some reduced price. For example,

giving a rebate by a car manufacturer to the tune of 12,000/- for a limited period of time.

2) Discount:Under this method, the customers are offered products on less than the listed price. For example, giving

a discount of 30% on the sale of Liberty Shoes. Similarly giving a discount of 50% + 40% by the

KOUTONS.

3) Refunds:Under this method, some part of the price of an article is refunded to the customer on showing proof of

purchase. For example, refunding an amount of 5/- on showing the empty packet of the product priced

100/-.

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4) Product Combination:Under this method, along with the main product some other product is offered to the customer as a gift.

The following are some of the examples:

5) Quantity Gift:Under this method, some extra quantity of the main product is passed on as a gift to the customers. For

example, 25% extra toothpaste in a packet of 200 gm tooth paste. Similarly, a free gift of one RICH

LOOK shirt on the purchase of two shirts.

6) Instant Draw and Assigned Gift:Under this method, a customer is asked to scratch a card on the purchase of a product and the name of

the product is inscribed thereupon which is immediately offered to the customer as a gift. For example,

on buying a car when the card is scratched such gifts are offered – TV, Refrigerator, Computer, Mixer,

Dinner Set, Wristwatch, T-shirt, Iron Press, etc.

7) Lucky Draw:Under this method, the customers of a particular product are offered gifts on a fixed date and the winners

are decided by the draw of lots. While purchasing the product, the customers are given a coupon with a

specific number printed on it. On the basis of this number alone the buyer claims to have won the gift.

For example, ‘Buy a bathing soap and get a gold coin’ offer can be used under this method.

8) Usable Benefits:Under this method, coupons are distributed among the consumers on behalf of the producer. Coupon is a

kind of certificate telling that the product mentioned therein can be obtained at special discount. It means

that if a customer has a coupon of some product he will get the discount mentioned therein whenever he

buys it. Possession of a coupon motivates the consumer to buy the product, even when he has no need of

it. Such coupons are published in newspapers and magazines. Some companies distribute coupons

among its shareholders. Sellers collect the coupons from the customers and get the payment from the

company that issues the same.

9) Full Finance @ 0%:Under this method, the product is sold and money received in installment at 0% rate of interest. The

seller determines the number of installments in which the price of the product will be recovered from the

customer. No interest is charged on these installments.

10) Samples or Sampling:

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Under this method, the producer distributes free samples of his product among the consumers. Sales

representatives distribute these samples from door-to-door. This method is used mostly in case of

products of daily-use, e.g., Washing Powder, Tea, Toothpaste, etc. Thus, the consumers willy-nilly make

use of free sample. If it satisfies them, they buy it and in this way sales are increased.

11) Contests:Some producers organize contests with a view to popularizing their products. Consumers taking part in

the contest are asked to answer some very simple questions on a form and forward the same to the

company. The blank form is made available to that consumer who buys the product first. Result is

declared on the basis of all the forms received by a particular date. Attractive prizes are given to the

winners of the contest. Such contests can be organized in selected branch of the company and according

to festival as well as seasons.

CHAPTER 2

RESEARCH DESIGN

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DEFINITION OF RESEARCH

“The systematic investigation into and study of materials and sources in order to establish facts and

reach new conclusions”.

According to P.V. Young research is define as a scientific undertaking which, by means of logical and

systematized techniques aims to:-

Discover new facts or verify old facts

Analyze their sequence, inter- relationship and casual explanations

Develop new scientific tools, concepts and theories which would facilitate reliable and valid study of

human behavior

DEFINITION OF RESEARCH DESIGN

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“Research design is the plan, structure and strategy of the investigation conceived so as to obtain

answers to research questions and control variance”

-Fred R.Kerlinger –

STATEMENT OF PROBLEM

To understand and analyze the “competitive strategies followed by Sistema Shyam

TeleServices Ltd MTS (mobile telesystem)”

OBJECTIVE OF STUDY

To know about the reason for purchasing MTS .SSTL (sistema shyam teleservices) products

To understand the experience after purchasing from MTS

To evaluate the effectiveness of promotional activities

To develop the competitive strategy to be ahead of the other competating companies

To give the finding based on the study conducted

SCOPE OF THE STUDY

The area of scope is limited to the segment selected within the city Bangalore, Karnataka. Further the

scope is narrowed down only to the study of the identified segment. The result drawn from this study is

expected to benefit the dealers and the vendor as well as company. Who have same characteristics of

the business.

TITLE OF THE STUDY

A study on “competitive strategies followed by Sistema Shyam TeleServices Ltd MTS

(mobile telesystem)” in Bangalore.

RESEARCH METHODOLOGY: A detailed survey of customers and employees vendors

working in SSTL as well as general public was carried out to know their opinion regarding the

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“competitive strategies followed by Sistema Shyam TeleServices Ltd MTS (Mobile TeleSystems)” and to

study &analyze those policies to reach to a conclusion. The details of the methodology are stated below

TYPE OF RESEARCH

Descriptive research

SAMPLING

Sampling method

1. Probability method: - in probability method of sampling every element in the population has a

known nonzero probability of selection .the sample random is the best known probability sample

in which every member of the population has an equal probability of being selected.

2. Non – probability method: - in non- probability method of sampling the probability of any

particular element of the population being chosen is unknown. The selection of units is non-

probability sampling is quite arbitrary, as researchers rely heavily on personal judgment. It

should be noted that there are appropriate statistical technique for measuring random sampling

error from a non probability sampling.

3. Random sampling was applied for the study conducted in the topic “competitive strategies

followed by Sistema Shyam TeleServices Ltd MTS (Mobile TeleSystems)”

SAMPLE SIZE

The sample size for the study conducted on the topic “competitive strategies followed by

Sistema Shyam TeleServices Ltd MTS (mobile telesystem)” is 80.

DATA COLLECTION The information relevant was drawn from secondary data, which alone was not sufficient.

Primary data was collected through survey method to conduct the study successfully.

SOURCES OF DATA COLLECTION

Primary data

The structure questionnaire consists of both open ended and closed ended question.

Secondary data

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The other information is obtained from secondary data sources like , newspaper, annual reports

of SSTL, internal reports ,magazines ,website, books and other published sources.

Analysis Statistical tools such as tabulation, drawing of percentage, constructions of charts, for analysis

from the raw data is widely used.

LIMITATION OF THE STUDYThe study has certain limitation under which it was carried out. The limitations are as follows.

The research work is restricted to Bangalore city only

The research does not cover the whole market of Karnataka

Sample size was confined to minimum respondents keeping in view of time and cost

constraints

The information executed by the respondents may or may not be true because some

respondents may or may not be serious. however all possible efforts has been made to

collect the information as authentically as possible

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CHAPTER 3

COMPANY PROFILE

TELECOMMUNICATION INDUSTRY   OVERVIEW

Introduction The Indian telecommunications industry is one of the fastest growing in the world.

It is the second largest in the world based on the total number of telephone user both fixed and

Mobile phone.

Government policies and regulatory framework implemented by Telecom Regulatory Authority

of India (TRAI) have provided a conducive environment for service providers. This has made

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the sector more competitive, while enhancing the accessibility of telecommunication services at

affordable tariffs to the consumers.

Telecommunication services are globally recognised as one of the driving forces for overall

economic development in a nation. They are also one of the prime support services needed for

rapid growth and modernisation of various sectors of the economy. The Government of India

recognises this fact and hence, has taken several major initiatives to provide a business friendly

environment for companies in this sector.

Driven by 3G and 4G services, it is expected that there will be huge machine-to-machine

(M2M) growth in India in 2016-17, according to UST Global. There is also a lot of scope for

growth of M2M services in the government's ambitious US$ 1.1 billion Smart City program

The rapid strides in the telecom sector have been facilitated by liberal policies of the

Government of India that provide easy market access for telecom equipment and a fair

regulatory framework for offering telecom services at affordable prices. According to a study by

GSMA, it has been expected that smartphones will account for two out of every three mobile

connections globally by 2020 and India is all set to become the fourth largest smartphone

market.

Current   Scenario In Indian telecom sector  the number of  telephone subscribers  in India increased from 957.61

million at the end of September, 2014 to 962.63 million at the end of October, 2014, thereby

showing a monthly growth rate of 0.52%. The urban subscription increased from 569.56

million at  the end of September, 2014  to 570.58 million at  the end of October, 2014 and  the

rural subscription increased from 388.05 million to 392.05 million during the same period. The

monthly growth rates of urban and rural subscription were 0.18% and 1.03% respective

The overall Tele-density in India increased from 76.75 at the end of September, 2014 to 77.0

at the end of October, 2014. The Urban Tele-density increased from 148.07 to 148.10 and

Rural Tele-density increased from 44.96 to 45.39 in the month of October 2014. The shares of

urban subscribers and rural subscribers at the end of October, 2014 were 59.27% and 40.7

28 | P a g e

2010 2011 2012 2013 2014 20150.00

5.00

10.00

15.00

20.00

25.00

30.00

35.00

40.00

45.00

Teledensity in India (in %)

52.74%70.43%

72.02%

74.02%

77.07%

79.89%

Market shares of different telecommunication services in India

Telecommunications industry is mainly classified into two sub categories.

a) Voice

b) 2. Data.

Voice service can be provided either through wireless or wire line. Wireless segment is booming

nowadays after the investment of foreign companies in Indian market.

The major player in this industry are- Bharti Airtel, Reliance, Vodafone, BSNL etc

Market share of wireless service operator in India

Bharti

Reliance

Vodafone

BSNL

Tata

Idea

Aircel

MTNL

Others

23%

19%

18%

13%

9%

11%

5%

1% 1%

Graph showing the major player in telecommunication industry in India.29 | P a g e

Market share of a CDMA (Code Division Multiple Access) in India is shown below in the graph.

Market share of CDMA serviceprovider(as of 2015)

RelianceTataBSNLMTSMTNLHFCL

55%38%

5%0.6%1%

0.4%

Out off 100 percent most 55 percent is occupied by the reliance industry and 38 percent is occupied by

Tata companies, 5 percent is occupied by the BSNL group, 1percent by MTS and others 2 percent are

occupied by the MTNL and HFCL respectively.

INTERNET SUBSCRIBERS IN INDIA

Internet subscriber is increasing day by day with growth of population in India and also the

telecommunication industry is doing very well as of 2015 the total internet subscribers were around 350

million as on as on June 30, 2015, industry body IAMAI said. 213 million (over 60 per cent) users

accessed the worldwide web through mobile devices. Internet (in India) has reached an inflection point.

The consolidated numbers affirm the fact that Internet in India has now become inclusive, which augurs

well for the industry and society at large. India’s global system for mobile (GSM) operators had 4.14

million rural subscribers as of January 2014, bringing the total to 285.35 million.

Data traffic powered by third generation (3G) services grew at 146 per cent in India during 2013, higher

than the global average that saw usage double, according to an MBit Index study by Nokia Siemens

Networks (NSN). India's Smartphone market grew by 171 per cent in 2013, to 44 million devices from

16.2 million in 2012, as per research firm IDC India. The increasing popularity of bring-your-own-

device (BYOD) in the workplace is further adding momentum to the Smartphone market.

30 | P a g e

2009-102010-11

2012-132013-14

2014-15

0

1

2

3

4

5

6

3.04 3.42 3.64 4.55 5.55

internet subscriber

Graph showing the increasing stage of internet subscriber in India.

MAJOR MARKET PLAYERS IN TELECOMMUNICATION INDUSTRY IN

INDIA  

BSNL is the market leader with a 67.7 per cent share followed by MTNL with 11.5 per cent market

share. Next is Bharti Airtel at 10.9% followed by Tata and Reliance at 5% and 4.1% respectively.

BSNL as a company is growing and showed annual revenues of approximately $4.5 billion as of 2014.

BSNL is serving more than 125 million customers across the country and is catalyst in checking the

price point for telecom services. Also, with the government intensifying its rural focus; only BSNL can

turn into reality the next wave of rural telecom penetration.

BSNL is a 100% Central Government entity and employees with BSNL are entitled to get salaries and

perks as decided by Government of India and not by BSNL. However both, MTNL and BSNL are

plagued by declining revenues coupled with high costs. BSNL has massive infrastructure, manpower,

systems, and 80 per cent of landlines and 90 per cent of broadband connections in India are operated by

it.

Vodafone is investing nearly US$ 3 billion over the next two years in India in expanding its network

infrastructure and distribution channel in the country, as per Vittorio Colao, CEO, Vodafone Plc.

India is one of the fastest growing markets in terms of Smartphone and mobile data adoption, said

according to Sunil Lalvani, Managing Director (MD) and BlackBerry India. Tata Teleservices plans to

set up nearly 4,000 wi-fi hotspots in nine cities across the country in the next two years.

Booming sectors 

31 | P a g e

The tide has turned for the telecom sector in India, as growth and profitability has accelerated in recent

times. Tower companies are reaping benefits of a turnaround in the sector as operators have started

investing in networks to boost data penetration. However it is in the country’s booming mobile segment

in which the major battles are being fought. Three major private players – Bharti, Reliance and

Vodafone - with a formidable 54% share of the market between them, lead a large field of mobile

operators.  

GOVERNMENT POLICYPolicy Initiatives by Govt. of India in the Telecommunication Sector have been one of the largest causes

for the success of the telecom market in India. The national parties before the administrative unit have

lifted private telecom units based on license-fee. 

The government of India has adopted a new economic policy for the telecommunication market in India.

This policy has been effective from 1994 and the Govt. of India with the aim to accelerate

India's growth in export production and international market formulated it. The national telecom policy

as has been designed by the government of India also ensures foreign direct investment and exhilarating

domestic investiture. This national economic policy of telecom department demands superior quality

telecommunication services and therefore the development of telecom services are to be given the

utmost importance to attain the peak of success.

The national telecom policy covers the following objectives: Telephone should be made available everywhere which will be in need of it

All the villages should be entitled to universal telecom services, that is, all the people should be able to

enjoy the telecom services at low-priced range

The telecom services should be of global standard and all the grievances from consumers, disputations

and public interface should be taken care of at the earliest possible time

India being one of the biggest country should encompass a major manufacturing unit as well as exporter

of the telecom products across the globe

The telecom department is also responsible for the security issues of the country.

32 | P a g e

COMPANY PROFILE

Sistema Shyam TeleServices Limited (SSTL), also known as Mobile TeleSystems and

commonly referred to by the abbreviation MTS, is the Indian subdivision

of Russian Mobile. TeleSystems telecommunication company headquartered in New

Delhi, India. It provides wireless voice, broadband Internet, messaging and data services

in India. MTS India is a subsidiary of Russian conglomerate Sistema and is the ninth

largest mobile operator in India with 8.9 million subscribers as of June 2015.

It’s a joint venture company between Sistema of Russia and Shyam Group of India.

Sistema is the majority shareholder in this joint venture with a 73.71% equity stake, along

with the Shyam Group, holding a 23.79% stake and the rest 2.5% being public partake.

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

country. Presently SSTL offers mobile telephony services in the Bangalore, Rajasthan,

Tamil Nadu, Kerala as well as the Kolkata circles.

MTS is the 8th largest telecom brand in the world and has recently been voted as the 71st

ranked brand out of 100 top global brands in the world by Mill Ward Brown. The

company is primarily focused to accomplish Pan-India rollout plan within scheduled time

frame work. The Company holds UAS license for all 22 telecom circles for Pan-India

rollout that would encompass around 600 district head quarters and 4 metros.

Major competitors of MTS are

Reliance,

Bharti Airtel,

TataTeleservices,

Idea Cellular,

Vodafone and

BSNL.

33 | P a g e

And they are mainly focused on the data plan that is cheaper than the mts data card and

other services provided by MTS. And most effective were Airtel 4g, reliance 3.1 mbps,

Tata Docomo wi-fi and Vodafone, also

Major players in telecom industry affecting MTS Out of them few important was are given below;

1. RELIANCE . 

2. BHARTI AIRTEL LIMITED . 

3. TATA TELESERVICES .

4. IDEA CELLULER .

Analysis of telecom industry

Telecom industry is a vast field today we include fixed phone, wireless phone, internet service,

VSAT, DTH and service providers in telecom industry but for my convenience I focus only

wireless phone service only. In wireless service there are many companies out of them few

are below

RELIANCE COMMUNICATION LIMITED

Reliance Communication Limited is a part of the Reliance Anil Dhirub.hai Ambani

Group. Reliance Communication is India’s largest integrated fully converged

communications service provider in the private sector with an individual, enterprise &

customer base of over 40 million. Reliance Communication is one of the top two

operators in the Indian wireless market, the largest growing wireless market in the world.

Reliance com is one of the largest wealth craters with market capitalization of over Rs.1,

00,000 Cr. Reliance Communication has the largest capacity network in the country, the

most future ready integrated and converged network that can support even following

3G,4G telephony and broadband services. More than half of the world’s population

34 | P a g e

connects with each other on the Reliance network. Every third call that comes in India is

carried on Reliance’s network.

BHARTI AIRTEL LIMITED

Bharti Airtel Limited is a leading Indian telecommunication service provider with 49.01

million customers. The company has three strategic business unit i.e. mobile services,

broadband and telephone services and enterprise services. Unit consists largest portion of

the company business, both in terms of total revenues and total customers, Bharti Airtel

offers mobile services in all 23 telecom circles of India and is therefore the first private

mobile services operator to have an all India presence.

The Company’s mobile customer base accounts for a 22.9% share of the overall

wireless(GSM+CDMA) market as on march 31, 2007 and has a presence in 4676 census

towns and in 2,07,327non-cenustowns and villages, covering an addressable population of

59% of the total population.

TATA INDICOM/ TATA TELESERVICES

TTML is a part of the Rs. 1, 20,000 crore (US $ 29 billion) Tata group that has over 87

companies, over 3, 30,000 employs and more than 2.8 million shareholders. Most of the

people think that TTML and TATA Indicom both are the same companies but it is not true,

TTML is a listed company and it is a SBU of TATA Indicom, and TTML presence in

Maharashtra and Goa only .Formally huge tele.com (India) ltd. That company was renamed to

TataTeleservices Maharashtra Limited, subsequently to the acquisition of 70.85%equity

shareholding by Tata group in December 2002.

IDEA CELLULAR

IDEA cellular is a part of the Aditya Birla Group, India’s first truly multinational corporation.

IDEA cellular is a leading GSM mobile service operator with pan India licenses with a

customer base of 40 million in 15 services are as. Idea enters in market so late but it gain

35 | P a g e

better competitive advantage in market because the support of its parent group and by

adopting the focus market strategy

BRANDING OF THE MTS

In May 2006 MTS changed their logo as a part of rebranding campaign performed by their

mother company, JSFC Sistema. The logo now has two red squares next to each other. The

left one, common in form (but not color) to all JSFC Sistema's telecom subsidiaries,

contains a white egg which symbolizes simplicity and genius, while the right square bears

the name of the company: МТС (MTS) In 2010 MTS announced acquisition of Sistema

Telecom, the owners of the MTS "egg" logo, for US380 million dollar, thus becoming the

sole owner of the logo.

In 2008 the MTS brand was included in the Top 100 World's Most Powerful Brands list

by Financial Times/Millard ranking, becoming the most valuable Russian brand. According

to this ranking, in 2010 MTS brand was 72nd most valuable brand worldwide with the brand

value of 9.7 billion US dollar. In 2010 MTS also became the most valuable Russian brand

according to the Inter brand ranking.

36 | P a g e

HISTORY OF MTS IN INDIA

Sistema Shyam Teleservices Limited (formally known as Shyam telelink limited) Limited

(SSTL) was awarded the license to operate Basic Telephony Services in Rajasthan under the

fixed license fee regime in 1996. Sistema Shyam Teleservices Limited (formally known as

Shyam telelink limited) started its basic telephone services in Rajasthan under the brand

name RAINBOW´ in June 2000 at Jaipur. The company migrated to the Unified License

Regime in November 2003. In the Unified License Regime, the company can provide basic

as well as mobile telephony services in the Telecom Circle of Rajasthan. Shyam offers its

services in more than 100 cities, and has one of the best brand recalls in Rajasthan Shyam

37 | P a g e

offers to its customers, services based on multiple technologies, which has been possible

because of exhaustive optical fibre backbone of over 3,500 Kms.

This has helped STLL to grow as an integrated service provider. Presently the company has

received the licenses for all 22 circles in India. Sistema Shyam Teleservices Limited

(formally known as Shyam telelink limited) has brought the best technology to the doorstep

of the people of Rajasthan. STL has tied up with various world leaders like lucent

Technologies, IIT Chennai, IBM, Sun Microsystems etc. The company is listed on the

Delhi, Mumbai, Kolkata, Saurastra, and other national stock exchanges .The basic objective

of Sistema Shyam Teleservices Limited (formally known as Shyam telelink limited) is

to provide one window access to Basic Telephony, Broadband Internet, Entertainment, and

E/M- Commerce through high speed state-of-the-art-network. Sistema Shyam Teleservices

Limited (formally known as Shyam telelink limited) is providing connectivity to its

subscribers using both wireless and wired media in access network. The wireless

connectivity is being provided using Code Division Multiple Access (CDMA).

38 | P a g e

Products of MTS in Karnataka

There are many products MTS is selling in Karnataka it includes multimedia devices,

smart phones and mainly CDMA services.

a) MTS MBLAZE ULTRA WI-FI

b) MTS SMART PHONE (BUILT FOR THE INTERNET GENERATION)

c) INTERNET GADGETS etc.

And mainly deals in all 2g, 3g, and 3g plus internet services on the spot hotspot.

1. MTS MBLAZE ULTRA WI-FI

This is a device built for the internet generation. It connects up to 5 devices to the internet,

anytime any where.MTS M Blaze is an EVDO (High Speed Internet) based services

provided by ‘MTS India’. MTS launched EVDO Rev A based high-speed mobile

broadband service, MBlaze, in November 2009 and has seen tremendous market

acceptance with over 5,00,000 (As per February 2011 Data) customers in a short span of

time. In April 2010, MTS launched MTS TV for MTS MBlaze customers. MTS MBlaze

39 | P a g e

has its coverage in 100+ cities as of February 2011. MTS has also announced pan-India

roaming for its users in April–May 2010. MTS also provides M Browse which is CDMA-

1x technology based internet service. It has speed of 3g plus, and also can be connected to

5 devices at the time easily, it is the improve version of the pervious dongle and modems,

the cost is also cheap ant its works anywhere and everywhere and every parts of India

without difficulty as well, the data plan for this device is divided in two segments day and

night plan, and various other section of the data plan, it immediately can produce hot spot

as well.

2. MTS SMART PHONE (BUILT FOR THE INTERNET

GENERATION)

Sistema Shyam Teleservices (SSTL) MTS has launched a new dual-sim Smartphone, Blaze

5.0; the phone comes bundled with an MTS connection and provides users 100,000MB

(97GB) data usage.

SSTL, which operates under MTS brand name, said data usage will be valid up to one year

on first recharge of Rs 198.The device will be available in all the 9 circles - Delhi,

Rajasthan, Gujarat, Karnataka, Kerala, Tamil Nadu, UP West, West Bengal and Kolkata -

where it provides telecom services.

Also, there are many smart phones MTS has release in affordable prices and various

models as well, they include

MTS 5.0

40 | P a g e

MTS 4.5

MTS duet 2

MTS duet

MTS Mtag 3.5 etc

These entire phones are available online as well as offline. And value added services include

Short Messaging Service (SMS)

Short Code SMS Services

Caller tunes

MTS Voice Portal

MTS SMS Portal

MTS Info - UTK services

My MTS (BREW)

Utility Based Services

1. INTERNET GADGETS

Internet gadgets include dongles, modems, hotspot generator and few things related to

CDMA services.

41 | P a g e

MTS IS PLANNING TO LAUNCH ITS 4G SERVICES ALL OVER

THE INDIA VERY SOON.

Sistema Shyam TeleServices, India's only pure-play CDMA operator is all set to make

the transition from 2G CDMA to 4G. While LTE in itself has got better spectral

efficiencies and can deliver a wider bouquet of services than other existing mobile

technologies, MTS India's 800MHz holdings could make the benefits even more

attractive. One problem for Sistema Shyam TeleServices Ltd. which trades under the

MTS India brand has been India's relatively small CDMA ecosystem. At first, CDMA

players including Tata Teleservices Ltd. and Reliance Communications Ltd. besides

MTS had the advantage of being able to provide superior data services to their GSM

rivals, which put them in a strong position in the data card business. But with the

launch of 3G services, the CDMA players have lost that lead. The cancellation of

licenses owned by MTS India.

There could even be an option of doing away with voice services entirely. As a

CDMA player, MTS generates a significant proportion of its revenues from data

services more than 51% at the end of March, according to its financial results and

might have limited interest in defending its voice business in future. Indeed, with over-

the-top players like WhatsApp and Viber intruding on this space, MTS may feel a

data-only focus makes strategic sense in the long run.

The pace of growth in data revenues will continue to be much higher than voice

growth," said MTS in its 2013/14 annual report. The reason for this is MTS India's

focus on the data business, existing coverage and deployment of Rev B technology a

CDMA standard supporting higher-speed data offerings reliable service, product

offerings and time-to-market advantages.

In keeping with its prioritization of data, MTS has also begun offering Wi-Fi hotspots

at railway stations through a partnership with Railtel Corporation of India Ltd. It is

currently offering Wi-Fi services at six railway stations in Agra, Varanasi,

42 | P a g e

Secunderabad, Howrah (Kolkata), Mumbai CST and Ahmadabad. Once rules about

spectrum sharing have been finalized, MTS is also considering whether to share its

network with other service providers. State-run telecom company Bharat Sanchar

Nigam Ltd (BSNL) is in discussions with MTS, the Indian unit of Russian telecom

company Sistema, to offer fourth generation, or 4G, telecom services across the

country, through joint branding.

Head offices of MTS in Karnataka Bangalore

Sistema Shyam TeleServices Limited

Salarpuria Touchstone, No.15/3, 

Ground Floor, Outer Ring Road, 

Varthur Hobli, Bangalore-5600103.

Corporate Office Sistema Shyam TeleServices LimitedMTS tower, 334,Udyog Vihar, Phase -IV, Gurgaon-122001 HaryanaPhone : +91 124 4812500

Registered Office

Sistema Shyam TeleServices LimitedMTS tower, 3, Amrapali Circle, Vaishali NagarJaipur-302021 Rajasthan

43 | P a g e

CHAPTER – 4

DATA ANALYSIS AND

INTERPRETATION

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TABLE NO.1

TABLE SHOWING THE AGE GROUP OF RESPONDENTS.

INTERPRETATION:

The above table represents that out of 100 percent of the respondents

10 % of the respondent falls under the category between 20 years old, 70 % falls under the age category between 21 to 40 years old and10% falls under the age category between 41 to 60 years old as well another 10% falls between 60 years and above.

45 | P a g e

Sl. No Age No. of respondents Percentage

1 Less than 20 years 8 10

2 21 to 40 years 56 70

3 41 to 60 years 8 10

4 60 and above 8 10

Total 80 100

GRAPH NO.1

GRAPH SHOWING THE AGE GROUP FO RESPONDENTS

LESS THAN 20 YEARS21 TO 40 YEARS

41 TO 50 YEARS60 YEARS AND

ABOVE

0

5

10

15

20

25

30

35

40

20%

40%

30%30%

AGE GROUP OF RESPONDENT

46 | P a g e

TABLE NO. 2

TABLE SHOWING THE GENDER OF RESPONDENTS

Sl. no. Gender No. of respondents Percentage

1 Male 60 75

2 Female 20 25

Total 80 100

INTERPRETATION:

The above table shows the percentage of gender, in which 75 percent is male and 25 percent are

female.

Graph no.2

Chart showing the genders of respondents

47 | P a g e

MALE75%

FEMALE25%

GENDER OF RESPONDENT

TABLE NO. 3

TABLE SHOWING THE MARITAL STATUS OF THE RESPONDENTS

Sl. No Marital status Respondents Percentage

1 Single 60 75

2 Married 20 25

Total 80 100

INTERPRETATION:

The above table shows the percentage of gender, in which 75 percent is married and 25 percent is

unmarried.

GRAPH NO.3

48 | P a g e

GRAPH SHOWING THE MARITAL STATUS OF THE RESPONDENT

MARRIED75%

UNMARRIED25%

MARITAL STATUS

TABLE NO.4

TABLE SHOWING THE OCCUPATION OF THE RESPONDENTS

Sl. No Occupation Respondents Percentage

1 Self employed 25 31

2 Govt. employed 10 13

3 Private employed 29 36

4 Student 16 20

49 | P a g e

Total 80 100

INTERPRETATION:

The above table shows the percentage of the type of respondent’s occupation, out of it 31 percent

is self employed, 10 percent are working in the government sectors29 percent of respondents are

private employee, and 16 % are students.

GRAPH NO. 4

GRAPH SHOWING THE OCCUPATION OF THE RESPONDENT

TABLE NO. 5

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TABLE SHOWING THE MONTHLY INCOME OF THE RESPONDENTS

Sl. No Monthly income/per month

(in rupees)

No. of respondents Percentage

1 10,000 to 20,000 36 45

2 21,000 to 40,000 24 30

3 41,000 to 50,000 10 12

4 51,000 and above 10 13

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SELF EMPLOYEDGOVT. EMPLOYED

PRIVATE EMPLOYEDSTUDENT

0

5

10

15

20

25

30

25%

10%

29%

16%

OCCUPATION

Total 80 100

INTERPRETATION:

The above table shows the percentage of income of an respondents in which 45 percent of them

are earning between rs.20, 000 to 40,000 and 30 percent are working for the monthly income

between rs.40, 000 to 60,000, as well as 12 percent of respondent are able to earn between Rs

40,000 to 50,000, and also, 13 percent are earning above rs.50, 000

GRAPH NO.5

GRAPH SHOWING THE MONTHLY INCOME OF THE RESPONDENTS

52 | P a g e

RS.10,000 TO 20,000

RS.21,000 TO 40,000

RS.41,000 TO 50,000

50,000 AND ABOVE0

5

10

15

20

25

30

35

40

36%

24%

10% 10%

MONTHLY INCOME

TABLE NO. 6

53 | P a g e

TABLE SHOWING THE TYPES OF INTERNET CONNECTION

RESPONDENTS USE AT HOME AND OFFICE

Sl. NoType of internet

connectionNo. of respondents Percentage

1 Dial – up connection 16 20

2 Broad band connection 14 17

3Mobile broad band

connection14 18

4Internet in your mobile

phone20 25

5 Wireless hotspot 16 20

Total 80 100

INTERPRETATION:

The above table shows the types of internet connection that respondents have in which 20

percent of them are using dial up connection, 17 percent are connected through mobile broad

band as well as 18 percent of respondent are using in broad band connection in mobile, and also,

25 percent are using mobile internet. 20 percent are connected with wi-fi hotspot.

GRAPH NO.6

54 | P a g e

GRAPH SHOWING THE TYPE OF INTERNET CONNECTION USED BY

RESPONDENT

dail up con-nection

broad band connection

mobile broad band connection

internet in the phone

wireless hotspot0

2

4

6

8

10

12

14

16

18

20

16%14% 14%

20%

16 %

internet connection type

TABLE NO.7

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TABLE SHOWING THE INTERNET SERVICE USED BY THE

RESPONDENTS BEFORE PURCHASING MTS SERVICE

Sl. No Internet service No. Of respondents Percentage

1 Airtel 15 18

2 Reliance 10 13

3 Vodafone 12 15

4 Act – broad band 26 33

6 BSNL 6 7

7 Tikona 6 8

8 Tata Docomo 5 6

Total 80 100

INTERPRETATION:

The above table shows what respondents were using before purchasing mts out which of 18

percent were using Airtel, 13 percent were using reliance, 15 percent were using Vodafone , 20

percent were using Act,7 percent were using BSNL,8 percent were using Tikona, 6 percent were

using Tata Docomo, and rest were using Vodafone.

GRAPH NO.7

56 | P a g e

GRAPH SHOWING THE COMPETITOR’S WHO ARE THREAT TO MTS

COMPANY

airtel

relaince

vodafone

act - b

road band BSN

L

tikona

tata d

ocomo

0

5

10

15

20

25

30

35

18%13% 15%

33%

7% 8%6%

companies

TABLE NO.8

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TABLE SHOWING THE INTERNET USAGE (GB) PER MONTH BY THE

RESPONDENTS

Sl. NoInternet usage per

month in (GB)No. of respondents Percentage

1 10gb to 20 gb per month 16 20

2 21gb to 30gb per month 12 15

3 31gb to 40 gb per month 15 19

4 41gb to 50gb per month 13 16

5 Above 50 gb per month 24 30

Total 80 100

INTERPRETATION:

The above table shows the usage of internet data by respondents in which 20 percent of them are

using between 10 to 20 GB, 15 percent are using between 21 to 30 GB as well as 19 percent of

respondent are using between 30 to 40 gb, and 16 percent are using between 30 to 40 gb. 30

percent are using more than 50 GB

GRAPH 8

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GRAPH SHOWING THE INTERNET USAGE (GB) PER MONTH BY THE

RESPONDENTS

10GB TO 20 GB 21 GB TO 30 GB PER MONTH

31GB TO 40 GB PER MONTH

41GB TO 50 GB PER MONTH

50 GB AND ABOVE

0

5

10

15

20

25

30

20 %15%

19%16%

30%

INTERNET USAGE

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TABLE NO.9

TABLE SHOWING MTS INTERNET GADGETS USED FOR INTERNET

CONNECTION

Sl. No MTS gadgets / products No. of respondents Percentage

1 MTS Mblaze ultra wi - fi 20 25

2 MTS dongle 18 22

3 MTS 4.5 12 15

4 MTS duet 2 10 13

5 MTS duet 10 12

6 MTS Mtag 3.5 10 12

Total 80 100

INTERPRETATION:

The above table shows the types of internet gadgets that mts customer used, out of which 25

percent used MBlaze, 22 percent used mts dongle and rest used mts Smartphone which include

53 percent.

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GRAPH NO. 9

GRAPH SHOWING THE MTS GADGETS USED FOR INTERNET

CONNECTION BY RESPONDENT

MTS MBAZE MTS DONGLE MTS.4.5 MTS DUET MTS MTAG0

5

10

15

20

25

30

25%22%

15% 15%

24%

MTS GADGETS FOR INTERNET DTA

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TABLE NO. 10

TABLE SHOWING THE REASONS FOR USING MTS BY

RESPONDENTS

Sl. No Reason for using MTS No. of respondents Percentage

1 Promotional offers 25 31

2 Discount offers 25 32

3 Speed of the internet 10 12

4 Good customer service 15 19

5 Others 5 6

Total 80 100

INTERPRETATION:

The above table shows the types of promotional activities carried by mts in which respondents

vote 31 percent for promotional activities,32 percent for discounts offers,12 percent for speed of

the internet,19 percent for good customer service, 6 percent are others response.

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GRAPH NO.10

GRAPH SHOWING THE REASONS FOR USING MTS

OTHERS

PROMOTIONAL O

FFERS

DISCOUNT OFFERS

SPEED OF THE IN

TERNET

GOOD CUSTOMER SERVICE05

101520253035

6%

32% 31%

12%19%

REASONG FOR USING MTS

TABLE NO. 11

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TABLE SHOWING OTHER INTERNET SERVICE PROVIDER GIVING

BETTER TARIFF ACCORDING TO RESPONDENTS

Sl. No

Internet service

provider giving better

tariff then MTS

No. of respondents Percentage

1 Act broad band 30 38

2 Hathway 5 6

3 Tikona 5 7

4 Airtel 15 19

5 Reliance 10 12

6 Others 15 18

Total 80 100

INTERPRETATION:

The above table shows the company’s providing better tariff plans then mts and the response of

respondents, 38 percent belief Act broad band, 6 percent beliefs in Hathway, 7 percent belief in

Tikona , 19 percent belief Airtel, 12 percent beliefs reliance , 15 percent are said others.

GRAPH NO.11

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GRAPH SHOWING THE OTHER INTERNET SERVICE PROVIDER

GIVING BETTER TARIFF PLANS THEN MTS

ACT BROAD ABD

HATHWAY TIKONA AIRTEL RELAINCE OTHER0

5

10

15

20

25

30

35

40

38%

5% 7%

19%12%

18%

OTHER INTERNET SERVICE PROVIDER

PERC

ENTA

GE VA

LUE

TABLE NO.12

TABLE SHOWING SATISFACTION OF TARIFF PLAN PROVIDED BY

MTS

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Sl. No Tariff plan satisfaction

level of MTS

No. of respondents Percentage

1 100 percent 15 19

2 75 percent 20 25

3 50 percent 25 31

4 25 percent 10 13

5 Not satisfied 10 12

Total 80 100

INTERPRETATION:

The above table shows the mts company tariff plan satisfaction level, out of which, 19 percent of

respondents like it 100 percent, 25 percent said they like it 75 percent, and 31 percent of

respondents said its average and whereas 13 percent said they vote below average and 12 percent

are not satisfied.

GRAPH NO.12

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GRAPH SHOWING RESPONDENT RATING ON DATA TARIFF PLAN

OF MTS

100 PERCENT 75 PERCENT 50 PERCENT 25 PERCENT NOT SATISFIED0

5

10

15

20

25

30

35

19%

25%

31%

13% 12%

MTS DATA TARIFF AND ITS SATISFACTION LEVEL

TABLE NO. 13

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TABLE SHOWING SCHEMES OF MTS THAT ATTRACTED MOST OF

THE CUSTOMERS

Sl. No Schemes of MTS No. of respondents Percentage

1 MTS Dasara festival

recharge offer

18 23

2 Silver coin offer 16 20

3 50% EXTRA data on

STV

14 17

4 Double data on STV 20 25

5 Others 12 15

Total 80 100

INTERPRETATION:

The above table shows the types of schemes activities carried by mts in which respondents vote

23 percent mts Dasara offers,20 percent for silver coins offers,17 percent for 50 % extra data on

stv,25 percent for double data on stv, 12 percent are others response.

GRAPH NO.13

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SHOWING SCHEMES OF MTS THAT ATTRACTED THE MOST OF THE

RESPONDENTS

FESTIV

AL SCHEM

E

SILVER

COIN OFFER

EXTR

A 50% BENEFI

TS

DOUBLE DATA

FOR SIN

GLE REC

HARGEOTH

ERS

0

5

10

15

20

25

23% 20% 17%25%

15%

SCHEMES MOST SUCESSFUL TILL DATE

TABLE NO. 14

TABLE SHOWING RESPONSE OF POSTPAID AND PREPAID USERS

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Sl. No Postpaid and prepaid

user

No. of respondents Percentage

1 Postpaid 40 63

2 Prepaid 30 37

Total 80 100

INTERPRETATION:

The above table shows the types of postpaid and prepaid users of respondents on which 63 % are

using postpaid, and 37% are using prepaid.

GRAPH NO.14

GRAPH SHOWING POSTPAID AND PREPAID USERS

POSTPAID USERS63%

PREPAID USERS37%

POSTPAID USER VERSUS PREPAID USERS

TABLE NO. 15

TABLE SHOWING RESPONDENTS RATING MTS PROMOTIONAL

OFFERS

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Sl. NoRating of promotional

offerNo. of respondents Percentage

1 Very good 20 25

2 Good 15 18

3 Average 25 32

4 Below average 10 12

5 Poor 10 12

Totals 80 100

INTERPRETATION:

The above table shows the rating of promotional activities of mts in which respondents 25

percent response as very good, 18 percent as good and 25 percent as average, and 12 percent as

below average and also 12 percent response it as poor.

GRAPH NO. 15

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GRAPH SHOWING THE RATING GIVEN BY RESPONDENT FOR

MTS PROMOTIONAL OFFERS.

VERY GOOD GOOD AVERAGE BELOW AVERAGE POOR0

5

10

15

20

25

30

35

32%

15%

32%

12% 12%

MTS PROMOTIONAL OFFER SUCCESS LEVEL

TABLE NO. 16

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TABLE SHOWING PROMOTIONAL ACTIVITIES THAT ARE MOST

LIKED BY THE RESPONDENTS

Sl. no. Promotional activity No. of respondents Percentage

1 Discounts 20 25

2Extra offer and

benefits20 25

3Promo code and

vouchers14 17

4 Cash pay back 14 18

5 Others 12 15

Total 80 100

INTERPRETATION:

The above table shows the types of mts schemes activities most liked by respondents and 25

percent for discounts,25 percent extra offers and benefits ,17 percent for promo codes, 18 percent

for cash payback, 15 percent are others schemes liked by response.

GRAPH NO.16

GRAPH SHOWING PROMOTIONAL ACTIVITIES LIKED BY THE

RESPONDENTS

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DISCOUNTS EXTRA BENEFITS PROMO CODE AND VOUCHERS

CASH PAY BACK OTHERS0

2

4

6

8

10

12

14

16

18

20

20% 20%

14% 14%12%

SHOWING PROMOTIONAL ACTIVITIES THAT ARE MOST LIKED BY THE RESPONDENTS

TABLE NO. 17

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TABLE SHOWING DURATION OF INTERNET SERVICE USED BY THE

RESPONDENTS.

Sl. NoDuration of the

service useNo. of respondents Percentage

1 Less than 6 months 20 25

2 6 months to 12 months 20 25

3 1 years to 2 years 15 18

4 2 years to 3 years 15 19

5 More than 3 years 10 12

Total 80 100

INTERPRETATION:

The above table shows how long the respondents have been using MTS, of which 25 percent are

using from last six months, another 25 percent are using from last 12 months and 18 percent are

using from last 2 years. 19 percent are using from last 3 years, and 12 percent are using from

more than 3 yrs.

GRAPH NO.17

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GRAPH SHOWING DURATION OF INTERNET SERVICE USED BY THE

RESPONDENTS.

Less than 6 months

6 months to 12

months

1 years to 2 years

2 YEARS TO 3 YEARS

More than 3 years

0

5

10

15

20

25

25% 25%

18% 19%

12%

DURATION OF USING MTS BY RESPONDENTS

DURATION OF USING MTS BY RESPONDENTS

TABLE NO.18

Sl. No. Improvement No. of respondents Percentage

1 Coming up with MTS Mblaze 30 37

2 Introducing of its smart phones 16 20

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3 Gold and silver coins offers 14 18

4 Others 20 25

Total 80 100

TABLE SHOWING THE IMPROVEMENT MADE BY MTS IN THERE

SERVICE AND PRODUCT ACCORDING TO RESPONDENT.

INTERPRETATION: The above table shows the improvement and innovation of internet gadgets that mts customer used, 37 percent vote for coming up with MBlaze, 20 percent vote mts

dongle and smart phones introduction, and rest 43 percent votes for others new ideas.

GRAPH NO.18

GRAPH SHOWING THE IMPROVEMENT MADE BY MTS IN THERE SERVICE

Coming up with MTS Mblaze

Introducing of its smart phones

Gold and silver coins offers

OTHERS0

5

10

15

20

25

30

35

40

37%

20% 18%25%

IMPROVEMENT MADE BY MTS SO FAR

TABLE NO. 19

TABLE SHOWING THE RATING/GOODWILL OF SERVICE

RENDERED BY MTS VENDOR ACROSS THE BANGALORE AND

RESPONSE FROM THE RESPONDENTS.

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Sl. No Satisfaction level No. of respondents Percentage

1 Fully satisfied 20 25

2 Satisfied 20 25

3 Average 20 25

4 Not satisfied 20 25

Total 80 100

INTERPRETATION:

The above table shows the mts company vendors and showroom rating across Bangalore and

their satisfaction level, out of which, 25 percent of respondents like are fully satisfied, 25 percent

are satisfied, and 25 percent of respondents said its average and whereas 25 percent said they

vote below average and not satisfied.

GRAPH NO.19

GRAPH SHOWING THE RATING OF SERVICE RENDERED BY MTS

VENDOR ACROSS THE BANGALORE.

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FULLY SATISFIED SATISFIED AVERAGE NOT SATISFIED0

5

10

15

20

25

25% 25% 25% 25%

GOODWILL/SERVICE RATING BY RESPONDENT

TABLE NO. 20

TABLE SHOWING THE MOST SUITABLE MEDIA VEHICLE FOR

ADVETISEMENT AND PROMOTIONAL ACTIVITIES ACCORDING TO

RESPONDENT.

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Sl. no. Media vehicle No. of respondents Percentage

1 Face book and twitter 30 37

2 Internet 20 25

3 Television 10 12

4 Radio 10 13

5 News paper 10 13

Total 80 100

INTERPRETATION:

The above table shows the media vehicle, which will suit most for the advertisement promotional

activities of mts internet service and product and response given by the respondents are 37

percent vote for facebook and twitter, 35 percent vote for internet, 12 percent are up to

television, 13 percent likes it to be in radio, and also 13 percent vote for news paper.

GRAPH NO.20

GRAPH SHOWING THE MEDIA VEHICLE THAT SUIT MOST FOR THE

MTS ADS AND PROMOTION.

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FACEBOOK AND TWITTER

INTERNET TELEVISION RADIO NEWSPAPER AND MAGAZINE

0

5

10

15

20

25

30

35

40

37

25

12 13 13

MOST EFFECTIVE MEDIA VEHICLEPE

RCEN

TAGE

VAL

UE

TABLE NO. 21

TABLE SHOWING IF ANY RESPONDENT FACED THE PROBLEM

WHILE USING MTS INTERNET SERVICE.

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Sl. No Faced / not faced No. of respondents Percentage

1 Yes 60 75

2 No 20 25

Total 80 100

INTERPRETATION:

Table showing if any customer faced the problem or not (mts customer) and response by the

respondents out of which 75 percent faced the problems and 25 percent don’t face it.

GRAPH NO.21

GRAPH SHOWING IF ANY RESPONDENT FACED THE PROBLEM.

TABLE NO. 22

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YES FACE THE PROBLEM75%

NEVER FACED ANY PROBLEM

25%

ASCERTAINING HOW MUCH PERCENTAGE OF CUSTOMER FACE PROBLEM

TABLE SHOWING THE TYPES OF PROBLEM FACED BY THE

RESPONDENTS WHILE USING MTS INTERNET SERVICE AND

PRODUCT.

Sl. No. Problem faced No. of respondents Percentage

1 Internet speed 35 44

2 Internet booster 15 18

3 Customer service 16 20

4 Dongle problem 14 18

Total 80 100

INTERPRETATION:

The above table shows the problem face by MTS customer in particular area of service are 44

percent regarding speed of the internet, 18 percent have problem with internet booster, 20

percent regarding customer service, and 18 percent related to hardware gadgets.

GRAPH NO.22

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GRAPH SHOWING THE TYPE OF PROBLEM FACED BY THE

RESPONDENTS.

INTERNET SPEED INTERNET BOOSTER CUSTOMER SERVICE

DONGLE PROBLEM0

5

10

15

20

25

30

35

40

45

44%

18% 20% 18%

TYPE OF PROBLEM FACED

DESCRIPTION: - A vertical line shows the percentage value out of 100 percent. A

Horizontal line shows the gadget by respondent.

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CHAPTER – 5

FINDINGS , SUGGESTIONS

AND CONCLUSION

FINDINGS

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A study was conducted on the topic “Competitive strategies followed by MTS (Sistema Shyam

TeleServices)” in and around Bangalore city only and the major findings are:-

Majority of the respondent are between the age group of 21 to 40 years which is 70

percent of total respondent, mostly male, and living single. And are private employed

and self employed (working mostly in Private Sector Company) and earning between

10,000 to 20000 per month.

Very few people who have responded have purchased MTS product and are using MTS

service, the reason most of them had not brought MTS internet service is due to lack of

advertisement and not availability of broadband connection with high speed .

It’s noticed that many of the respondent are happy to use the internet that is in their

mobile phone instead of buying MTS Mblaze product. Most of the MTS user respondent

used internet through MTS Mblaze and MTS dongle.

Most of the respondent was using Act broad band and Airtel before they purchased MTS

internet service, and most of the respondent think Act broad band give better tariff plan

then MTS, and only 19 percent are satisfied with the Tariff plan provided by MTS.

Majority of the respondent used 50 Giga byte of data per month, and most of them used

post paid service rather than prepaid service.

It’s noticed that most of the respondents like MTS discounts and extra benefits they

provide to customer. only 30 percent are satisfied with the promotional activities of MTS,

and most of the respondent think Facebook, Twitter, and You tube are effective means of

advertisement and promoting MTS service .

Majority of the people think MTS coming up with MTS Mblaze was a turning point and

beneficial steps taken by mts during 2014 to 2016.

Lastly most of the respondent faced the problem in MTS regarding internet speed and

customer care service.

SUGGESTIONS:

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I. SSTL, MTS must upgrade the internet speed from 3g plus to 4g plus and

provide this service to respondent at earliest to sustain in the market for a

longer period of time.

II. MTS have to improve its network signal and must cover the wide range of

area to improve its signal strength.

III. It has to lower the tariff rate of the data plan and make 75% similar to those

providing broadband internet facilities to draw more customers.

IV. Data plan per GB for booster pack after high speed plan collapse should be

more than 5 GB. MTS should upgrade it to 10 GB at earliest.

V. Mts should prefer facebook and other social site for the advertisement and

other promotional activities rather than newspaper and magazine.

VI. Improve customer service unit to resolve the grievance and problem of

customer in short duration.

Conclusions:

According to the study, the Indian telecommunication industry is one of the fastest growing

industries in the world. The internet subscribers are growing at rapid rate. The demand for high

speed internet is very huge in the market. The intolerant behavior of customer toward buffering

and late loading of page due to less speed of internet are changing the face of

telecommunication, with most of the companies coming up with 4g speed. And MTS is lacking

on the speed. So it has to come up with 4g.

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BIBLIOGRAPHY

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BIBLIOGRAPHY

BOOKS:

Principle of marketing management.

BY- PHILIP KOTLER.

Business organization and environment

BY- K.ASWATHAPPA

G.SUDARSANA REDDY

ANNUAL REPORTS OF MTS AND PROJECT REPORT BY GOVT. OFFICIAL

SSTL, MTS 20th annual reports from 2014 – 2015

Brief report of telecommunication sector in India published by IT (information

technology) minister on January 2015.

WEBSITES

www.cci.in/pdfs/surveys-reports/ telecom -sector-in- india .pdf

www.trai.gov.in

info.shine.com/industry/telecom/9.html

www.wikipedia .com

https://www. mtsindia .in/corporate/.../18th- Annual - Report -2012-13

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ANNEXURE

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Name _____________________________________________________________

1. Age:

a) Less than 20 years [ ]

b) 21 to 40 years [ ]

c) 41 to 60 years [ ]

d) 60 and above [ ]

2. Gender:

a) Male [ ]

b) Female [ ]

3. Marital status:

a) Single [ ]

b) Married [ ]

1. Address

________________________________________________________________________

________________________________________________________________________

________________________________________________________________________

__________________City______________________________state_________________

phone________________________________mobile_____________________________

email___________________________________________________________________

5. Occupation

a) Self employed [ ]

b) Govt. employed [ ]

c) Private employed [ ]

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6. Monthly income:

1) Rs. 10,000 – 20,000 [ ]

2) Rs. 21,000 – 40,000 [ ]

3) Rs.41,000 – 50,000 [ ]

4) Rs. 51,000 and above [ ]

7. Which company internet service do you use?

a) Airtel [ ]

b) Reliance [ ]

c) Vodafone [ ]

d) Act [ ]

e) MTS (Sistema Shyam TeleServices ltd ) [ ]

f) BSNL [ ]

g) Tikona [ ]

h) Tata Docomo [ ]

i) Idea [ ]

8. What is your internet usage per month?

a) 10gb to 20gb per month [ ]

b) 21gb to 30gb per month [ ]

c) 31gb to 40gb per month [ ]

d) 41gb to 50gb per month [ ]

e) Above 50gb per month [ ]

9. If you use MTS internet service, through which product do you use?

a) Data cards

i. MTS MBlaze ultra Wi-Fi [ ]

ii. MTS dongle (simple) [ ]

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b) Smart phone

i. MTS 4.5 [ ]

ii. MTS duet 2 [ ]

iii. MTS duet [ ]

iv. MTS Mtag 3.5 etc [ ]

10. Reasons for using MTS.

a) Promotional offers [ ]

b) Discount offers [ ]

c) Speed of the internet [ ]

d) Good customer service [ ]

e) Others [ ]

11. Do you think other internet service provider give better tariff plans then MTS, if yes which

company?

a) Act broadband [ ]

b) Hathway [ ]

c) Tikona [ ]

d) Airtel [ ]

e) Reliance [ ]

f) Others [ ]

12. Are you satisfied with the data Tariff plan provided by MTS?

a) 100 percent satisfied [ ]

b) 75percent satisfied [ ]

c) 50 percent satisfied [ ]

d) 25percent satisfied [ ]

e) Not satisfied [ ]

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13. Do you like MTS Mblaze ultra Wi-Fi, if yes why?

a) Because it can be used anywhere - home or office [ ]

b) Because its portable to carry anywhere and everywhere [ ]

c) Because of its light weight [ ]

d) Because of its color and design [ ]

e) Others_________________________________________________________

14. Which scheme of MTS has attracted you the most?

a) MTS Dasara Festival recharge offer [ ]

b) Silver coin offer for the MTS Mblaze buyer [ ]

c) 50% EXTRA data on STV 299, 399, 499 & 699 for 90 days. [ ]

d) Double Data on STV 499 for 90 days from the date of activation. [ ]

e) Others_________________________________________________________

15. Do you use post paid plan or prepaid plan, which do you like to use and why?

a) Postpaid (I can pay after I receive the salary and data plan is fixed) [ ]

b) Prepaid (can buy the data anytime and Data plan is not fixed) [ ]

16. How do you rate the promotional activities of MTS.

a) Very good [ ]

b) Good [ ]

c) Average [ ]

d) Satisfaction [ ]

e) Poor [ ]

17. What type of promotional activity attracts you most?

a) Discounts [ ]

b) Extra offer and benefits [ ]

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c) Promo code and vouchers [ ]

d) Cash pay back [ ]

e) Others____________________________________________________

18. Are you satisfied with the speed of the internet (3G plus) provided by MTS in Mblaze?

a) Satisfied with day time speed only [ ]

b) Satisfied with night time speed only [ ]

c) Satisfied with Both day and night time speed [ ]

d) Not satisfied at all [ ]

e) Others____________________________________________________

19. For how long you have been using MTS internet service?

a) Less than 6 months [ ]

b) 6 months to 12 months [ ]

c) 1 year to 2 years [ ]

d) 2 years to 3 years [ ]

e) More than 3 years [ ]

20. Do you think MTS internet products and services have any improvements over the past

years? If yes, which one

a) Coming out with MTS MBlaze ultra wi-fi anytime anywhere [ ]

b) Introduction of its Smartphone internet service in the market [ ]

c) Coming up with gold and silver coins scheme for the new purchase [ ]

d) Other__________________________________________________________

21. Which media will suit most for the promotional activities of the MTS internet services?

a) Social sites such as face book and twitter [ ]

b) Other internet websites [ ]

c) Television [ ]

d) Radio [ ]

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e) Others [ ]

22. If yes, which of the following problems you faced?

a) Very less speed of the internet before the finish of data plan [ ]

b) Very difficult to recharge speed boaster after expiry of high speed data [ ]

c) Customer care related services [ ]

d) Dongle or modem problem [ ]

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