telecom Retail Pvt.

Ltd THE MOBILE STORE Submitted by: YUREMBAM JOHNSON

A ENTERN SHIP REPORT ON THE MOBILE STORE FOR ESSAR TELECOM THE MOBILEStore

SUBMITTED BY Yurembam johnson IN PARTIAL FULFILLMENT OF POST GRADUATE PROGRAM IN CAREER DEVELOPMENT INSTITUTE OF BUSINESS MANAGEMENT & RESEARCH- INTERNATIONAL BUSINESS SCHOOL BANGALORE (2008 2010) IBMR IBS HOUSUR ROAD Bangalore. Karnata a.

CERTIFICATE This is to certify that Mr. YUREMBAM JOHNSON is a bonafide student of IBMR-IBS, Bangalore and has completed her Final Report on Executive Training underta en at ESSAR telecom Retail Pvt. Ltd, Bangalore. He has submitted the report assigned to her under my guidance.

Shiv anth Shetty BMR-IBS Faculty Guide

Abstracts:

This report covers a brief study on various mar eting . First we have explained about the retail industries ion and values, promoters and management. This report e MobileStore. The report describes about the Mar et motional activities and sale, competitor analysis. It alysis of The MobileStore.

aspects of The MobileStore then ESSAR group there vis covers various aspect of Th mix, Product mix and the pro explains about the SWOT an

Ac nowledgements A summer project is a golden opportunity for learning and self development. I co nsider myself very luc y and honored to have so many wonderful people lead me th rough in completion of this project. My grateful than s to Mr. hament umar b.s , who in spite of being extraordinari ly busy with his duties, too time out to hear, guide and eep me on the correct path. I do not now where I would have been without him. A humble Than you Sir Ms.ANUBHA, HR Department monitored my progress and arranged all facilities life easier. I choose this moment to ac nowledge her contribution gratefully. Prof.SHIVAKANTH SETTY whose patience I have probably tested to the limit. He was always so involved in the entire process, shared his nowledge, and encouraged me to thin . Than you, Dear Sir I would li e to than s Mr.SHASHIDHAR, College for her/his efforts and help provi ded to me to get such an excellent opportunity Last but not the least there were so many who shared valuable information that h elped in the successful completion of this project.

Yurembam johnson About Retailing Retailing consists of the sale of goods or merchandise from a fixed location, su ch as a department store, boutique or ios , or by post, in small or individual lots for direct consumption by the purchaser. Retailing may include subordinated services, such as delivery. Purchasers may be individuals or businesses. In com merce, a "retailer" buys goods or products in large quantities from manufacturer s or importers, either directly or through a wholesaler, and then sells smaller quantities to the end-user. Retail establishments are often called shops or stor es. Retailers are at the end of the supply chain. Manufacturing mar eters see th e process of retailing as a necessary part of their overall distribution strateg y. The term "retailer" is also applied where a service provider services the ne eds of a large number of individuals, such as a public utility, li e electric po wer. Shops may be on residential streets, shopping streets with few or no houses or i n a shopping mall. Shopping streets may be for pedestrians only. Sometimes a sho pping street has a partial or full roof to protect customers from precipitation. Online retailing, a type of electronic commerce used for business-to-consumer ( B2C) transactions and mail order, are forms of non-shop retailing. Retail pricing The pricing technique used by most retailers is cost-plus pricing. This involves adding a mar up amount (or percentage) to the retailer s cost. Another common t echnique is suggested retail pricing. This simply involves charging the amount s uggested by the manufacturer and usually printed on the product by the manufactu rer. Transfer mechanism There are several ways in which consumers can receive goods from a retailer: Counter service, where goods are out of reach of buyers and must be obtained fro m the seller. This type of retail is common for small expensive items (e.g. jewe lry) and controlled items li e medicine and liquor. It was common before the 190 0s in the United States and is more common in certain countries Delivery (commerce), where goods are shipped directly to consumer s homes or wor places. Mail order from a printed catalog was invented in 1744 and was common i

n the late 1800s and early 1900s. Ordering by telephone is now common, either fr om a catalog, newspaper, television advertisement or a local restaurant menu, fo r immediate service (especially for pizza delivery). Direct mar eting, including telemar eting and television shopping channels, are also used to generate telep hone orders. Online shopping started gaining significant mar et share in develop ed countries in the 2000s Door-to-door sales, where the salesperson sometimes travels with the goods for s ale. Self-service, where goods may be handled and examined prior to purchase, has bec ome more common since the 1920s. Sales techniques Behind the scenes at retail, there is another factor at wor . Corporations and i ndependent store owners ali e are always trying to get the edge on their competi tors. One way to do this is to hire a merchandising solutions company to design custom store displays that will attract more customers in a certain demographic. The nation s largest retailers spend millions every year on in-store mar eting programs that correspond to seasonal and promotional changes. As products change , so will a retail landscape. Retailers may also use facing techniques to create the loo of a perfectly-stoc ed store, even when it is not. A destination store is one that customers will initiate a trip specifically to v isit, sometimes over a large area. These stores are often used to "anchor" a sho pping mall or plaza, generating foot traffic, which is capitalized upon by small er retailers.

Retailing in India Retailing is one of the pillars of the economy in India and accounts for 35% of GDP. The retail industry is divided into organised and unorganised sectors. Over 12 m illion outlets operate in the country and only 4% of them being larger than 500 sq ft (46 m2) in size. Organised retailing refers to trading activities underta en by licensed retailers, that is, those who are registered for sales tax, incom e tax, etc. These include the corporate-bac ed hypermar ets and retail chains, a nd also the privately owned large retail businesses. Unorganised retailing, on t he other hand, refers to the traditional formats of low-cost retailing, for exam ple, the local irana shops, owner manned general stores, paan/beedi shops, conv enience stores, hand cart and pavement vendors, etc. Growth An increasing number of people in India are turning to the services sector for e mployment due to the relative low compensation offered by the traditional agricu lture and manufacturing sectors. The organized retail mar et is growing at 35 pe rcent annually while growth of unorganized retail sector is pegged at 6 percent. The Retail Business in India is currently at the point of inflection. Rapid chan ge with investments to the tune of US $ 25 billion is being planned by several I ndian and multinational companies in the next 5 years. It is a huge industry in terms of size and according to management consulting firm Technopa Advisors Pvt . Ltd., it is valued at about US $ 350 billion. Organised retail is expected to garner about 16-18 percent of the total retail mar et (US $ 65-75 billion) in th e next 5 years. India has topped the A.T. Kearneys annual Global Retail Development Index (GRDI) for the third consecutive year, maintaining its position as the most attractive mar et for retail investment. The Indian economy has registered a growth of 8% f or 2007. The prediction for 2008 is 7.9%. The enormous growth of the retail indu stry has created a huge demand for real estate. Property developers are creating retail real estate at an aggressive pace and by 2010, 300 malls are estimated t o be operational in the country.

According to the Icrier report, the retail business in India is estimated to gro w at 13% from $322 billion in 2006-07 to $590 billion in 2011-12. The unorganize d retail sector is expected to grow at about 10% per annum with sales expected t o rise from $ 309 billion in 2006-07 to $ 496 billion in 2011-12.

The Indian Retail Mar et Indian mar et has high complexities in terms of a wide geographic spread and dis tinct consumer preferences varying by each region necessitating a need for local ization even within the geographic zones. India has highest number of outlets pe r person (7 per thousand) Indian retail space per capita at 2 sq ft (0.19 m2)/ p erson is lowest in the world Indian retail density of 6 percent is highest in th e world. (9) 1.8 million households in India have an annual income of over 45 la h (10) Delving further into consumer buying habits, purchase decisions can be s eparated into two categories: status-oriented and indulgence-oriented. CTVs/LCDs , refrigerators, washing machines, dishwashers, microwave ovens and DVD players fall in the status category. Indulgence-oriented products include plasma TVs, st ate-of-the-art home theatre systems, iPods, high-end digital cameras, camcorders , and gaming consoles. Consumers in the status category buy because they need to maintain a position in their social group. Indulgence-oriented buying happens w ith those who want to enjoy life better with products that meet their requiremen ts. When it comes to the festival shopping season, it is primarily the status-or iented segment that contributes largely to the retailers cash register. While India presents a large mar et opportunity given the number and increasing purchasing power of consumers, there are significant challenges as well given th at over 90% of trade is conducted through independent local stores. Challenges i nclude: Geographically dispersed population, small tic et sizes, complex distrib ution networ , little use of IT systems, limitations of mass media and existence of counterfeit goods. Major Indian Retailers Indian apparel retailers are increasing their brand presence overseas, particula rly in developed mar ets. While most have identified a gap in countries in West Asia and Africa, some majors are also loo ing at the US and Europe. Arvind Brand s, Madura Garments, Spy ar Lifestyle and Royal Classic Polo are busy chal ing ou t foreign expansion plans through the distribution route and standalone stores a s well. Another denim wear brand, Spy ar, which is now moving towards becoming a casualwear lifestyle brand, has launched its store in Melbourne recently. It pl ans to open three stores in London by 2008-end. The low-intensity entry of the diversified Mahindra Group into retail is unique because it plans to focus on lifestyle products. The Mahindra Group is the fourt h large Indian business group to enter the business of retail after Reliance Ind ustries Ltd, the Aditya Birla Group, and Bharti Enterprises Ltd. The other three groups are focusing either on perishables and groceries, or a range of products , or both. Vive Limited Retail Formats: Vive s, Jainsons, Vive s Service Centre, Vive s Sa fe Deposit Loc ers REI AGRO LTD Retail-Formats:6TEN Hyper & 6TEN Super RPG Retail-Formats: Music World, Boo s & Beyond, Spencers Hyper, Spencers Super, D aily & Fresh Pantaloon Retail-Formats: Big Bazaar, Food Bazaar, Pantaloons, Central, Fashion Station, Brand Factory, Depot, aLL, E-Zone etc The Tata Group-Formats: Westside, Star India Bazaar, Steeljunction, Landmar , Ti tan Industries with World of Titans showrooms, Tanishq outlets, Chroma K Raheja Corp Group-Formats: Shoppers Stop, Crossword, Hyper City, Inorbit Lifestyle International-Lifestyle, Home Centre, Max, Fun City and International Franchise brand stores. Pyramid Retail-Formats: Pyramid Megastore, TruMart Nilgiris-Formats: Nilgiris supermar et chain Subhi sha-Formats: Subhi sha supermar et pharmacy and telecom discount chain.

Vishal Retail Group-Formats: Vishal Mega Mart BPCL-Formats: In & Out Reliance Retail-Formats: Reliance Fresh Reliance ADAG Retail-Format: Reliance World German Metro Cash & Carry Shoprite Holdings-Formats: Shoprite Hyper Paritala stores bazar: honey shine stores Aditya Birla Group - more Outlets

Challenges To become a truly flourishing industry, retailing needs to cross the following h urdles: Automatic approval is not allowed for foreign investment in retail. Regulations restricting real estate purchases, and cumbersome local laws. Taxation, which favours small retail businesses. Absence of developed supply chain and integrated IT management. Lac of trained wor force. Low s ill level for retailing management. Intrinsic complexity of retailing rapid price changes, constant threat of produc t obsolescence and low margins

The Essar Group is a multinational conglomerate and a leading global player in t he sectors of Steel, Energy, Power, Communications, Shipping Ports & Logistics, and Construction. With operations in more than 20 countries across five continen ts, the Group s annual revenues were over USD 14 billion in FY08-09. Essar began as a construction company in 1969 and diversified into manufacturing , services and retail. Over the last decade, it has captured new mar ets and dis covered new sources for raw materials through strategic global acquisitions and partnerships, or through Greenfield and Brownfield development projects. It is a lso building a strong presence in sectors li e Mining & Minerals. Today, the Group continues to expand its global footprint, focusing on the Asian , American, African and European mar ets. Essar invests significantly in forward and bac ward integration of its businesses, and on leveraging synergies between these businesses. It also focuses on in-house research and innovation and on em bracing the latest technology to remain a low-cost manufacturer with high qualit y products and innovative customer offerings. Despite its ambitious business pursuits, Essar has not shied away from its socia l responsibility. The Group runs community outreach initiatives in all its plant locations, with a focus on education, healthcare, environmental and agricultura l development, and self-employment. It is headed by Chairman Shashi Ruia and Vice-Chairman Ravi Ruia. MANAGEMENT TEAM Shri. Shashi Ruia Chairman Essar Group Shri. Ravi Ruia Vice Chairman Essar Group Shri. Prashant Ruia Group Chief Executive Essar Group Shri. Anshuman Ruia Promoter Director Essar Group

chain

Trinethra- Formats: Fabmall supermar et chain and Fabcity

hypermar et

Smt. Smiti Kanodia Promoter Director Essar Group Shri. Rewant Ruia Promoter Director Essar Group

Promoter Directors Mr. J Mehra CEO - Steel Business Group Mr. Naresh Nayyar CEO - Energy Business Group Mr. Shishir Agarwal CEO - Exploration & Production Business Mr. Sanjay Mehta CEO - Shipping & Logistics Business Group Mr. Rajiv Sawhney CEO - Telecom Business Group Mr. Aparup Sengupta CEO - Aegis Mr. Alwyn Bowden CEO - Projects Business Group Mr. Pradeep Mittal CEO - Minerals & Mining Business Mr. V G Raghavan CFO - Essar Group Mr. Vi ash Saraf Director Strategy & Planning - Essar Group Mr. Adil Malia Group President - Human Resources Mr. S M Lodha Group President - Assurance & Cost Control

ESSARS OTHER BUSINESS The Essar Group is a diversified business corporation with a balanced portfolio of assets in the manufacturing and services sectors of Steel, Energy, Power, Com munications, Shipping Ports & Logistics, and Projects. Essar has a presence in m ore than 15 countries worldwide. With a firm foothold in India, the Essar Group has been focusing on global expan sion with projects and investments in Europe, North America, the Caribbean, Afri ca, the Middle East and South East Asia. Privately owned and professionally mana ged, the Group is judiciously invested in the commodity, annuity and services bu sinesses. Forward and bac ward integration, as well as the use of state-of-the-a rt technology and in-house research and innovation have made Essar a leading pla yer in each of its businesses. Essars abiding philosophy is to be a low cost, hig h quality, technology driven group with innovative customer offerings. ESSAR STEEL -is a global producer of steel with a footprint covering India, Cana da, USA, and Asia. It is a fully integrated flat carbon steel manufacturer--from iron ore to ready-to-mar et products. Its products find wide acceptance in high ly discerning consumer sectors, such as automotive, white goods, construction, e ngineering and shipbuilding. It is Indias largest exporter of flat steel products and aims to reach 25 MTPA capacities. ENERGY - Essar Oil operates a fully integrated oil company. Its assets include d evelopment rights in proven exploration bloc s, a 10.5 MTPA refinery in the west coast of India and over 1,000 oil retail stations across India. Plans are under way to increase its exploration acreage in various parts of the globe, expand i ts refinery capacity to 34 MTPA and open 5,000 retail outlets. POWER- Essar Power has five power plants with a combined capacity of 1,200 MW. T his includes two gas-based plants, of 500 MW and 515 MW capacities, and one liqu

id fuel based 32 MW plant in Hazira, a 120 MW co-generation plant in Vadinar and a 25 MW coal-based plant in Visa hapatnam. Wor has started on three new plants that will ta e total capacity up to 6,000 MW. TELECOM RETAIL-The Mobile Store Ltd. The Mobile Store, promoted by the Essar Gro up, is a one stop mobile solution outlet chain. TELECOM-Vodafone Essar Ltd, a JV of Essar and UK-based Vodafone Group Plc, is In dia s 2nd largest GSM telephony provider, with over 60 million customers. When V odafone acquired Hong Kong based Hutchison Whampoa s sta e in the erstwhile Hutc hison-Essar JV, the company was valued at USD 18.8 billion. Essar has 33% sta e in the JV with Vodafone. TELECOM INFRASTRUCTURE-Essar Telecom Infrastructure Private Ltd. Essar Telecom Infrastructure Private Limited (ETIPL) is one of the largest indep endent telecom infrastructure service provisioning companies in the country. It builds telecom site infrastructure and shares it with multiple telecom operators in India. SHIPPING PORTS & LOGISTICS -Essar Shipping Ports & Logistics Ltd. is an end-to-e nd logistics provider with sea and surface transportation services, oilfield dri lling services, dry and liquid terminals, tan age and associated pipelines. It p rovides complete supply chain management services to clients in oil & gas, steel and power generation industries. CONSTRUCTION-Essar Projects Ltd drives our businesses in the construction sector . Essar Projects is a 4,000 people strong global engineering procurement and con struction (EPC) company headquartered in Dubai, with offices in India, China and Europe ESSAR MINES AND MINERALS GROUP Essar has brought together team under the minerals business with a view to secur e the supply of its mineral needs li e iron ore, coal and limestone. Under Essar Minerals Ltd., Essar will target global assets to ensure continuous availabilit y of minerals for the group companies PUBLISHING- Launched in 2004, Papri a Media is the Essar Groups foray in publishi ng. In March 2004, Papri a tied up with the UK-based publishing company, TimeOut , to publish the Indian edition of the magazine. TimeOut Mumbai was launched in September 2004, while TimeOut Delhi was published in April 2007. The Mumbai edit ion of this fortnightly lifestyle magazine is already a must-read for all citize ns who want to ma e the most of living in Indias commercial capital. Li ewise, th e Delhi edition has also struc a chord with Delhiites. TimeOut Bangalore, launch ed in July 2008, is Papri a Medias latest Endeavour to eep readers in sync with the pulse of the Silicon City. BEYOND BUSINESS CORPORATE PHILANTHROPY AND COMMUNITY INVOLVEMENT As a founding industry and the largest employer in Sault Ste. Marie, Ontario, Es sar Steel Algoma has a direct interest in advancing and preserving the quality o f life in our community. In addition to a sustainable approach to minimizing env ironmental impact, the Company has a long history of charitable giving and corpo rate sponsorship with numerous community-based causes. Essar Steel Algoma s history with the United Way dates bac more than 50 years a s both a founder and a leading corporate supporter. Essar has become the largest United Way campaign contributor through combined corporate, employee and retire e contributions. In 2007 we collectively pledged $272, 300 in support of 23 comm unity agencies that address community issues with health, employment, poverty an d youth. In the spring of 2005 Essar Steel Algoma established a Community Investment Fund

for the purpose of formally administering financial contributions to charitable and non-profit causes within the City of Sault Ste. Marie and surrounding area. The $6 million fund addresses community needs in the following areas of focus 1. Healthcare 2. Education 3. Sports & Recreation 4. Social Services 5. Arts, Culture and Environment The Community Investment Fund has a five year term, expiring December 31, 2009 a nd administers both cash donations and in- ind contributions of product or servi ce. Leading contributions to date include the Sault Area Hospital Build Campaign ($4M), the Sault Ste. Marie Sports & Entertainment Centre ($300K) and the Algom a Residential Community Hospice ($120K). Through this fund the Company has also established scholarships with regional post-secondary institutions including Sau lt College, Algoma University and the Northern Ontario School of Medicine. Endow ed with a one time donation these scholarships are funded in perpetuity and awar ded annually. On the sponsorship side, Essar Steel Algoma is an annual supporter of ey commun ity events and initiatives including the Bon Soo Winter Carnival, the Dragon Boa t Festival, the Algoma Fall Festival, and the Superior Health and Safety Confere nce. In addition, the Company is always an active participant in RotaryFest, Sau lt Ste. Maries summer festival. In 2008 Essar was the presenting sponsor for the Festival which featured the ESSAR Steel Algoma Stage with free, live entertainme nt over three days and the Community Day Parade where the ESSAR float earned fir st prize in the professional division. In 2008 Essar Steel Algoma won the bid for the Naming Rights for the Sault Ste. Marie Sports & Entertainment Centre. Now the ESSAR Centre, this premier sports a nd entertainment complex lies at the heart of the community and is home to the S oo Greyhounds, members of the Ontario Hoc ey League. Essar Steel Algoma is an integral part of the Sault Ste. Marie business communit y as demonstrated through active membership with the Chamber of Commerce, the Co mmunity Quality Initiative, Destiny Sault Ste. Marie and the Safe Communities Pa rtnership. The people at Essar continually strive to offer a responsible balance of time and resources to the community where we wor and live. ABOUT VIRGIN: Virgin is one of the world s most recognized and respected brands. Conceived in 1970 by Sir Richard Branson, the Virgin Group has gone on to grow very successfu l businesses in sectors ranging from mobile telephony, to travel, financial serv ices, leisure, music, holidays and retailing. Virgin has created more than 200 b randed companies worldwide, employing approximately 50,000 people, in 29 countri es. Revenues around the world in 2006 exceeded 10 billion (approx. US$20 billion) . Virgin Mobile is a brand used by many mobile phone service providers based in th e United Kingdom and operating in India, Australia, Canada, South Africa, the Un ited States and France; the brand survived only briefly in Singapore. The intern ational Virgin Mobile businesses each act as independent entities, usually in a partnership between Sir Richard Branson s Virgin Group and an existing phone com pany. Virgin Group provides the brand, and the phone company operates the networ infrastructure. Virgin Mobile was the world s first Mobile Virtual Networ Operator when it laun ched in the United Kingdom in 1999. It does not maintain its own networ but ins tead contracts to use the existing networ (s) of other providers. In the United Kingdom, Virgin Mobile uses the T-Mobile networ . In the USA, Spri nt Nextel is the networ er. There is no roaming to other networ s in the United States. In Australia, Virgin Mobile operates on the Optus networ . In Canada, it uses the Bell Mobility networ . In France, it uses Orange SA. Virgin Mobile Sou th Africa uses the Cell C networ for coverage across South Africa. In India, it uses the networ of Tata Indicom. These networ s use two different mobile telep hony standards, GSM and CDMA. GSM is used in the UK, South Africa, Australia and

France. CDMA is used in the US, India and Canada. In all countries, Virgin Mobile offers prepaid pay-as-you-go service. In the UK, US, Canada, Australia and South Africa, Virgin Mobile also offers a post-paid o ption to approved customers. They are also loo ing to establish another setup in Pa istan. Already very common in the UK at the time of Virgin Mobile s launch, prepaid wireless service was a very small part of the US wireless mar et. Nevert heless, competitive pricing, and a "no-frills" approach ensured a small but sign ificant mar et share. In June 2009, Virgin Mobile announced and started a pay-as-you go mobile data pr ogram called "Broadband2Go" in the United States, using Novatel Wireless hardwar e, and available exclusively through the Best Buy chain of stores. It uses a USB flash drive type device plugged into a user s computer for internet connectivit y. VIRGIN INDIA On 2008-03-01, Virgin launched the Mobile brand in India through a franchise arr angement with Tata Teleservices. This is Virgins seventh launch globally and its largest investment to date in India, said Branson, noting that the Indian mar et was very attractive, growing li e none other in the world. The Cellular Operato rs Association of India (COAI) had opposed the tie-up, alleging that it amounte d to Virgin s entry into India as a Mobile Virtual Networ Operator (MVNO) which is currently not allowed in India, due to prevalent regulations. However on 200 8-03-29, the Department of Telecom (DoT) cleared the deal after clarification fr om Tata Teleservices indicated that Virgin had not entered India as an MVNO. Mar eting Mar eting means to ma e a communication about a product or service a purpose of which is to encourage recipients of the communication to purchase or use the pro duct or service. Most people thin that mar eting is only about the advertising and/or personal selling of goods and services. Advertising and selling, however, are just two of the many mar eting activities. In general, mar eting activities are all those associated with identifying the p articular wants and needs of a target mar et of customers, and then going about satisfying those customers better than the competitors. This involves doing mar et research on customers, analyzing their needs, and then ma ing strategic decis ions about product design, pricing, promotion and distribution.

ESSAR Telecom Retail The Essar Group is set to revolutionise the telecom retail mar et with the intro duction of "The MobileStore", India s first national chain of multi-brand and mu lti-service outlets in the telecom retail space. Essar Telecom Retail Limited, a n Essar Group company has aggressively wor ed on introducing a pan-Indian networ of retail telecom outlets, with a world class shopping environment, offering s tate of art technology in telecom solutions and a host of unique value-added ser vices, all for an unmatched customer experience. A first of its ind, Essar s "The MobileStore" will afford the discerning Indian consumer choice of the widest and most comprehensive range of mobile phones wit h special offers from all the leading brands. Besides the widest range of mobile phones, The MobileStore will thus offer Indian consumers across India a complet e telecom solutions right from mobile phone purchase to the choice of service op erators (both prepaid and post-paid connections), and services li e bill collect ions, handset exchange etc. The stores will also offer mobile accessories and Va lue Added Services including the latest ring tones, wallpapers and games. Not to mention the prompt handset repair services, available not only in the city of p urchase but also at any of The MobileStore locations across the country.

Forty stores have been launched and are serving customers across Mumbai, Delhi, Kol ata, Hyderabad, Chennai, Bangalore and Ahmedabad. Our aim is to come up with total telecom solutions Mr. Rajiv Agarwal, CEO, Essar Telecom Retail Limited, who is spearheading the te lecom retail initiative, said, "We would ensure a world class consumer retail ex perience to customers. We are encouraged by the growth in the Indian economy; we also believe that India is the fastest growing mar et for the organized retail sector. We believe that the Indian consumer has an evolving understanding and de sires the latest in technology. Our target audiences are among the age group of 18 to 45 years. We are certain that The MobileStore will provide a one-of-its- i nd experience to the consumer."

Essar Telecom Retail has planned a phased unveiling of "The MobileStore" concept pan-India. Phase I should see Essar launch a networ of 150 stores in the top 1 1 cities. Essar Telecom Retail expects this number to increase to over 2500 stor es in the next 3 years across 600 cities, thus covering virtually every major to wn in every state across India. The company has envisaged The MobileStore in thr ee formats: Large - 1000-1500 square feet, Medium- 800-1000 square feet and comp act 200-500 and shop in shops in located in large retail formats and malls. In an effort to help consumers ma e informed decisions, The MobileStore is equ ipped with trained professionals. Essar Telecom Retail has underta en an extensi ve training programme for its employees giving them in-depth nowledge of the pr oducts and brands available at the store, thereby allowing them to provide the r ight ind of guidance to help the customer in their buying process. Keeping in mind the consumer behaviour, The MobileStore has gone a step ahead an d categorized its mobile device offerings into four ey consumer segments: Busin ess, Lifestyle, Fun and Value. Categorization of handsets has been broadly based on features such as FM, Internet, Cameras, etc across various price bands. What s more, all this is provided in a fun environment, where consumers can download wac y ringtones games, songs etc from the Value Added Services ios available in each store. Among the mobile brands that are available at the stores are No ia, Motorola, So ny Ericsson, Samsung, Reliance Mobile and Tata Indicom. Essar Telecom Retail has also tied up with all leading service operators including Airtel, Hutch, BPL, I dea, Aircel, Reliance and Tata Indicom. Besides a wide range of mobile accessori es, the outlets will also offer digital cameras, i Pods, Xbox and Tata S y.

The mar eting mix The product, its price, promotion and distribution blended together to get favor able response from the customer. They are also called as 4Ps of mar eting. 1. Product: It is goods, services, idea, place or person that offer to the customer to satisfy his/her need. Here in The MobileStore we have mixed in such a brands as NOKIA, Sony ericssion, Sumsang, LG, Blac Barry, Spices, Fly, Ray, i -phone, i-pod, GSM/CDMA sim cards, memory cards. 2. Price: The value at which is willing to purchases. Here in The MobileSto re we have divided the price in such a ways as in the range 1000-5000; 5000-10,0 00; 10,000-15,000; 15,000 - above. 3. Place: Place plays an important role in for every business activities wh ere distribution of goods from the warehouse to the target customers includes di stributors, stoc iest and retailers. Here in The MobileStore we have our store i

n the target areas such as commercial place such as Majestic, shopping mall as F orum Mall in the form of SIS( Shop In Shop) in Landmar , hang out zone such as ormagala, jayanagar, brigade road. 4. Promotion: Communication product features and its use to treget customer through different Medias such print media as well as electronic media. We, The MobileStore promote our self by Flat 5% CASH BACK on mobiles

Product Mix: The MobileStore has divided is product in mainly in for categories they are 1. Business Phone 2. Fun Phone 3. Life Style phone 4. Value phone Figure: Segment wise mar et share of The MolbileStore Business Phone: Here in the MobileStore this particular segment deals which are initial for busi ness purpose such as support for Wi-Fi, MS-office, browsing. Product such as Bla c Barry, NOKIA E-series comes under this segment. And this comes under the pric e of 15,000 and above.

Fun Phone: Here in The MobileStore this particular segment which particularly targets those customers who li e to have fun to be followed them where ever they go. Product such as moto roc er, Life Style phone: Here in The MobileStore this particular segment which particularly targets those customers who wants add there the product in their life. Customer who wants to add color in their life is provided with wide verities product from the lower ra nge to their affordability. Customers who want to add picture in their life has wide verities in this segment too similarly with music from simple FM radio to w al man to express music to roc ers. Value Phone: Here in this segment The MobileStore has the vast range of products. These segme nts fulfill the wants of the lower ends of the society. These are the low range product where the wants are more.

Brand share in The MobileStore