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ANALYSIS OF DISTRIBUTION CHANNEL OF MAHANAGAR TELEPHONE NIGAM Ltd., NEW DELHI
SURYA PRAKASH VISHWAKARMA
M.I.B.A. (3rd semester)
F.M.S. ,B.H.U.
FLOW OF PRESENTATIONCOMPANY PROFILE
RESEARCH METHODOLOGY
OBJECTIVES
DATA ANALYSIS
SWOT ANALYSIS
FINDINGS
Recommendations
LIMITATIONS
VISION OF MTNL Become a total solution provider
company and to provide world class telecom services at affordable prices.
Become a global telecom company and to find a place in the ‘Fortune 500’ companies.
Become the largest provider of private networks and leased lines.
Venture into other areas in India and abroad on the strength of our core competency.
MISSION OF MTNL-
To remain market leader in providing world class Telecom and IT related services at affordable prices and to become a global player.
OBJECTIVE OF MTNL To expand customer base and services To provide latest technology and services
to the customers at affordable prices. To achieve the highest level of customer
satisfaction and delight To diversify in other areas for providing
telecom services at national and international levels
To provide convergence of Telecom, Information Technology and related services
To improve productivity by training and redeployment of man-power.
To work for social benefits.
Milestones at MTNL 1st April 1986 ----MTNL was set up by
Government of India in two metros Delhi and Mumbai
1986 ----First digital exchange world
technology brought to India 1992- Voice Mail Service Introduced 2001- Launched GSM Cellular Mobile
service under the brand name - Launched WLL Mobile
services under the brand name
-The company listed at New York stock exchange (NYSE).
2002- Launched pre-paid GSM Mobile services under the brand name .
2005- Launched broadband
services under the brand name
UNITED TELECOM LIMITED (UTL) United telecom ltd., MTNL Joint venture
in Nepal, for providing WLL based services in Nepal.
MAHANAGAR TELEPHONE MAURITIUS LIMITED (MTML) MTNL has set up its 100% subsidiary,
Mahanagar Telephone Mauritius Limited.
MTNL- STPI IT SERVICE LIMITED MTNL-STPI IT Services Ltd. is JV between
Software Technology Parks of India (STPI) and MTNL in 2006.
MILLENIUM TELECOM LIMITED (MTL): MTNL has restructured Millennium
Telecom Ltd. (MTL) as a JV company of MTNL and BSNL
OBJECTIVES OF PROJECT
To find the effectiveness of the distributors in promoting MTNL.
To find out the market image of MTNL in comparison to its competitors in New Delhi.
To find out the area of improvement for MTNL
PRIMARY DATAINTERVIEW WITH RETAILERS AND DISTRIBUTORS
QUESTIONNAIRE
SAMPLING
SAMPLE UNITS - RETAILERS
SAMPLING TECHNIQUES- SIMPLE RANDOM SAMPLING
SAMPLE SIZE - 150
SAMPLE AREAS – NEHRU PLACE, CENTRAL DELHIFARIDABAD
SCALE OF MEASUREMENT USED– ORDINAL SCALE
Are you retailer of MTNL?
.Problems in selling MTNL connections?
If a customer ask for a new connection, which connection would you offer first?
Which company provides promotional material on time?
How do you get the information about the schemes launched by MTNL?
Are you aware of retailers’ helpline no. of MTNL?
Is MTNL helpline no. helpful to solve the problems?
How would you rate the distributor of MTNL responding to your problems?
Rate the service in terms of NETWORK (Where, 1 Most Preferred and 6 Least Preferred)
125
25
0 0 0 010
70
55
10 5 00
25
40
60
10 155 5 5 5
20
0 0 515
110
2010
25
45
60
5 5
110
0
20
40
60
80
100
120
140
No.1 No.2 No.3 No.4 No.5 No.6
Ranking
Reta
ilers
Airtel Vodafone Reliance MTNL Tata Indicom Idea
Rate the service in terms of TARIFF VOUCHERS (Where, 1 Most Preferred and 6 Least Preferred)
35 30
75
100 0
35
80
20 15
0 00 5
25
70
45
55 0 010 15
5 0 0
40
80
25
70
35 30
5 100
120
0
20
40
60
80
100
120
140
No.1 No.2 No.3 No.4 No.5 No.6
Ranking
Reta
ilers
Airtel Vodafone Reliance MTNL Tata Indicom Idea
Rate the service in terms of DEMAND (Where, 1 Most Preferred and 6 Least Preferred)
80
45
25
0 0 0
25
65
45
105
00
2010
100
51510
0 05
30
0 0 0
20
100
3035
20
70
15 100
105
0
20
40
60
80
100
120
No.1 No.2 No.3 No.4 No.5 No.6
Ranking
Reta
ilers
Airtel Vodafone Reliance MTNL Tata Indicom Idea
Rate the service in terms of PROMOTIONAL SCHEME (Where, 1 Most Preferred and 6 Least Preferred)
60
4035
15
0 0
20
80
40
100 00
10
4555
35
50 0 0
2515
0 05
30
95
20
70
2025
155
15
110
0
20
40
60
80
100
120
No.1 No.2 No.3 No.4 No.5 No.6
Ranking
Reta
ilers
Airtel Vodafone Reliance MTNL Tata Indicom Idea
SWOT ANALYSISSTRENGTHS- MTNL is one of the NAVRATNA
companies. The company enjoys large consumer base
in NEW DELHI. Being a Govt. company ,it enjoys a strong
reliability among users. High on cash.
WEAKNESSES- Poor marketing Slow on implementation It does not provide good network. Bureaucratic organizational structure
OPPORTUNITIES- There is a strong growth in telecom
industry. It can provide value added services i.e.,
e-banking, e- reservation etc. It can cover others metros ( Banglore and
Kolkata) of India.
THREATS- Private players in telecom industry. Competitors regularly come up with new
attractive call rates, tariff vouchers and value added services.
Competitors continuously improving their distribution channel.
FINDINGS
1. Retailers and Customers are not fully satisfied with the network.
2. The promotional scheme of MTNL is almost zero.
3. We can hardly find posters and glow sign board of MTNL at retailers’ shop.
4. Due to less advertisement of schemes, the retailers and the customers generally do not get aware of the new scheme of MTNL on time.
5. Distributors of MTNL do not provide any discounts and add–ons to the retailers on the purchase.
6. Two or more distributors are working in the same area.
7. Retailers find difficulty in e-recharge
8. There are more demands of VIDYARTHI PLAN and LIFE TIME PLAN but due to congestion in the network, customers do not want to buy it.
9. There is no any special tariff plan in MTNL.
RECOMMENDATIONS
First of all MTNL must improve the efficiency of the network to cater the customer base.
MTNL and its Distributors should advertise the running schemes.
MTNL should properly provide the promotional material to the retailers on time.
MTNL should focus on providing the attractive and competitive tariff plans.
Retailers’ helpline no. should be improved more so that retailers can take the advantage of it.
Distributors should provide discount and add-ons to the retailers on the bulk purchase so that retailers can be motivated to sell.
There should not be area conflict among the distributors.
Enhance the relationship between Retailers & Distributor in area to gain the retailers confidence.
Distributors should take care that the field boys cover all shops (including new shops) in the market.
LIMITATIONS
Retailer’s information may be bias towards other company.
It was difficult to locate the place of certain retailers due to insufficient data base available to the researcher.
Some retailers were not co-operative to share the information.
Transportation problem due to the location given for research.
