DECLARATION

I AKASH RUHELA a student of MBA IV semester of SRM University, NCR Campus. Modinagar hereby declare that the Research report titled MARKET STUDY & CONSUMER BEHAVIOUR OF AJANTA MOBILES is my original work and the same has not been submitted for the award of any other diploma or degree.

Place: Date : AKASH RUHELA Reg. No. 3511130075 M.B.A. IV Sem

ACKNOWLEDGEMENT

Presenting a Summer Training project of this type is an arduous task, demanding a lot of time. I cannot in full measure reciprocate the kindness shown and contribution made by various persons in this endeavor. I will remember all of them with gratitude.

I am extremely gratified to Mr. GOPAL SARASWAT (Faculty Management) who was extremely helpful in offering his professional expertise and bestowing me practical knowledge in all spheres related to the whole organization working. I am really appreciative to this organization (Ajanta including all employees,) for full cooperation, support and motivation that helped me a lot in completing my project here. I am always beholden to my God, for always being with me and showing me the right ways, my family, for always doing favors to me and my friends and colleagues consistently helped with encouragement and criticism throughout the project work, for always lifting my sights to higher vision, raising my personality beyond normal limitation and for realizing me my strengths and potential, as I did not always welcome her exhortation, try again; you can do better. But this project owes a great deal to it and so do I.

AKASH RUHELA

CONTENT
1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. 13. 14. Introduction Company profile Project profile Objective of the research Research methodology Swot analysis Data analysis Findings Limitations Conclusions Recommendations Suggestions Questionnaire Bibliography

INTRODUCTION
For this project, we have chosen the AJANTA. Ajanta is a mobile telecommunications company, and offers far more than just mobile phones for everyday use. They offer networking solutions for businesses that help businesses stay connected and communicate with each other at all times and places. For them, Ajanta also offers special mobile phones with exquisite and unique functions and options. In this project, we will first talk about what Ajanta is and what they do. We will talk about their history, and how they came to where they are today. Vision, goals, and their strategy are discussed, as well as their wide variety of products and services offered for the regular consumer, businesses, and service providers. Ajantas success benefits were some advantages they had in the market. These also include the advance technology and features, as well as services they offer to their consumers. However, like most other companies, Ajanta has some weaknesses, but we consider these to be very minimal, and almost only come down to their competition. Lastly, we will talk about their informational business model. This model includes Ajantas work organization, control system, industrial relations, human resources, business strategy, and finally, enterprise organization. We will look closely at and discuss all of these elements, and why we think that they are relevant to Ajanta.

Mobile phone market in India is going through major changes. Key players are losing market share while new and young companies, mostly from Asian countries, are coming to the market. At the same time the market is slowly expanding when people are buying more phones than ever. The whole process of buying mobile phones has changed in the last few years. People no longer carry the same phone year in year out; change is the fast technological development of the 4

phones. But also consumers but they change their phone every year, some even twice a year. One reason for these attitudes towards mobile phones has changed. Mobile phones are no longer seen as expensive, hi-tech products, but they have become accessories like jewellery or a piece of clothing. Ajanta is still the largest mobile phone company in the world, but its long-term dominance is now challenged more than ever and emerging markets.

This report gives an overview on AJANTA It is the most expensive and powerful model in the whole Ajanta portfolio. It cant stand up to the level of popularity that N95 once enjoyed, though, but still serves a formidable expansion of the model range upwards. The device looks interesting in terms of the availability of DVB-H digital TV and strikingly high specifications. It comes with an astonishing 16 Gb of onboard and 8 Gb of replaceable flash storage, and has a pronounced focus on the video aspect. Even the form factor and bundled kick-stand suggest this model being a TV-phone, let alone the numerous hardware specifications specially fitted to this cause. The STMicroelectronics chipset offers its video-relevant powers at a cost, though: it doesnt do as well in the rest of performance tests. We cant say lags in the menus, yet a certain delay can be felt, its a bit slower than N78 and N85. A high audio quality, a large screen and a spacious storage make a perfect multimedia player and a possible replacement for a number of Ajanta users. The price is going to be comparable to the starting price of N95 8GB, namely around 550 Euros. N95 will slowly phase out of the market, making way for the new flagship (its currently out of production). Thats how the company divided the niche originally occupied by N95 8GB in two: one model sticks to the same price bar, the other (N85) sells at a lower price and plays a big part on the mass market, nominally featuring slightly lower specifications.

COMPANY PROFILE
Ajanta india limited, located on rajkot- morbi highway is an is0 9001-2000 certified company. The company was established in 1971 by O.R.PATEL

the company has its manufacturing unit in gujarat and himachal pradesh in a 36, 00,000 sq.ft area. The company employs above one thousand people who contribute in the day to day operations, manufacturing processes and other allied activities, thus, helping the company reach the position where it is today. The company is proud of the fact that 85% of the total workforce comprise female employees, thus, contributing to the upliftment and empowerment of the women. Initially into clock manufacturing, the company has diversified into many fields now.

Its foray into fmcg sector is a huge success story. It took the indian market by storm with its wide varities of product at a very affordable price. In the year 2006, the company entered the electrical market with cfl and t-5 tubes. The usp of these products are that they are the best quality products with the most affordable price in the indian market.

In the same year the company forayed into electronics market with wide variety of products ranging from dvd players, lcd monitors, laptops to mobiles under the brand name of ajanta quartz. The company has a pan india presence with a huge network of around 5oo stockists, 4000 distributors and 5, 00,000 retailers, which helps us reach every nook and corner of the country.

The company also operates abroad in countries like china, uae, hongkong and thailand. 6

Dr. Ashok o. Patel, managing director of ajanta india limted has 25 years of vast experience in manufacturing and marketing. Since the age of 16 years, he took over the responsibilty of marketing the ajanta quartz clocks. Since the inception of ajanta quartz, he has taken over the operational and marketing responsibilty of ajanta quartz and under him the company never looked back and the ajanta quartz became a house hold name. Under him the company forayed into fmcg, electronics and electrical appliances. The entry of the company into the mobile sector is his brain child. The company has raised its manufacturing and marketing activities with a wide range of state of the art mobile phones incorporating the latest technology at a very affordable price. The company was awarded with the certificate for largest export of consumer electronic goods in the year 1999-2000 by atalbihari vajpayee, the honourable prime minister of india. Mission To be among the top 7 mobile companies of india by 2015. Vision

1. Provide the best quality mobile devices at affordable price to the masses 2. Connect people in a better and efficient way 3. Enhance the market growth in mobile sector

STRATEGIES Customer remains the top priority o Ajantas priority is to be the most preferred partner to operators, retailers and enterprise o The brand goal for Ajanta is to become the most loved brand by the customer Ajanta s business strategy focus on 5 areas: o Create winning devices o Embrace consumer internet service o Deliver enterprise solution o Build scale in networks o Expand professional services Wherever, whenever, we believer in communicating, sharing and in the awesome potential of connecting the 2 billion who do, with the 4 billon who dont At Ajanta, customers remain our top priority. Customer focus and consumer understanding must always drive our day-to-day business behavior. Ajantas priority is to be the most preferred partner to operators, retailers and enterprises. Ajanta will continue to be a growth company, and we will expand to new markets and businesses. World leading productivity is critical for our future success. Our brand goal is for Ajanta to become the brand most loved by our customers. In line with these priorities, Ajantas business portfolio strategy focuses on five areas, with each having long-term objectives: Create winning devices Embrace consumer Internet service Deliver enterprise solutions 8

 Build scale in networks Expand professional services There are three strategic assets that Ajanta will invest in and prioritize: Brand and design Customer engagement and fulfillment Technology and architecture Organization

Ajanta comprises four business groups: Mobile Phones, Multimedia, Enterprise Solutions and Networks.

Mobile Phones connect people by providing expanding mobile voice and data capabilities across a wide range of mobile devices. We seek to put consumers first in our product-creation process and primarily target high-volume category sales.

Multimedia brings connected mobile multimedia experiences to consumers in the form of advanced mobile devices and applications. Ajanta products give people the ability to create access and consume multimedia, as well as share their experiences with others through a range of radio technologies.

Revenue by four business groups Enterprise Solutions offers businesses and institutions a broad range of products and solutions, including enterprise-grade mobile devices, underlying security infrastructure, software and services. We also collaborate with other companies to provide fixed IP network security, mobilize corporate email, and extend corporate telephone systems to Ajantas mobile devices. Networks provide network infrastructure, communications and networks service platforms, as well as professional services to operators and service providers. Networks focus on the GSM family of radio technologies and aims at leadership in three areas: GSM, EDGE and 3G/WCDMA networks; core networks with increasing IP and multi-access capabilities; and services. Our business groups are supported by various horizontal entities. Customer and Market Operations is responsible for marketing, sales, sourcing, manufacturing and logistics for mobile devices from Mobile Phones, Multimedia and Enterprise Solutions. Technology Platforms is responsible for the competitiveness of Ajantas technology assets. The group supports Ajantas overall technology management and development by delivering leading technologies and well-defined platforms both to Ajantas business groups and to external customers. Ajanta-wide horizontal units drive and manage specific Ajanta assets. They include brand and design, developer support, research and venturing, and business infrastructure. Corporate Functions support Ajanta's businesses with company-wide strategies and services.

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AJANTAs performance over a year Once AJANTAs closest rival, Samsung has been losing its market share since October05 when it had an overall market share (in terms of units) of 1.2, to 7.8% I March06. The drop is much steeper in value terms where its market share has fallen to 9.8% in March06 from 21.2% in October05. Sony Ericssons market share (in terms of units) has improved marginally from 7.1% October05 to 7.6% in March06, although in value terms it has increased from 8.7% in October05 t 10.2% in March06. The color segment, where Samsung used to rue once, has seen its market share falling both in terms of units and value. The market share (units) has dropped to 16.3% in March06 from 34.9% in October05 ad in terms of value, has dropped to 14% in March06 from 32.5% in October05. Sony Ericssons market share in the color segment is marginally more than the Samsungs at 16.7% (unit) and 15.9% (value) in March06 and is an improvement over its October4 figures of 15.6% (units) and 14% (value). The total handset units sold in the top 10 towns in the month of March is 5, 06,493 units, from 4, 68,621 units inOctober05. The total value of the handset s sold is Rs.245.6 crore as of March06 from Rs.236.1 crore in October06. The number of color phones jumped to 2, 11,779 units in March06 from 1, 66,210 units in October05. The value of the color phone market increased to Rs.15, 208 lakhs in March06 from Rs13, 023 lakhs in October05.

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Situation Analysis Social Analysis: For electronics companies, take back and recycling add value. They support brand value and customer loyalty and inspire customer insights. They also demonstrate environmental responsibility. Manufacturers like Ajanta are generally in a disadvantaged position for take back, due to the costs involved and the lack of many consumer touch points. Stakeholders in the take back and recycling process include Urbans, retailers, customers, consumers and products. Other stakeholders include recyclers, refurbishes and NGOs. The responsibility for bringing used devices back for recycling lies ultimately with the consumers. The challenge for Ajanta in take back programs is how to make mobile phone users do their share and return the used products for recycling. By bringing the used mobile to a take back point the customers make sure that used phones will not end up in landfills in their own or other countries. Instead, the recyclable raw materials can be used again in new products. In a typical consumer scenario, such as when a mobile phone user is renewing a service contract with a mobile phone provider, in the US and Europe an estimated 60% to 70% retain their old devices because of their perceived value. Successful take back is also driven to a great extent by economics and market factors, which in turn place large quantities of used devices in refurbishment scenarios. This causes concern for the quality and safety of products repaired or altered outside of the intense controls fundamental to a Ajanta production process. The optimum outcome from Ajanta's environmental efforts in the product lifecycle is to minimize adverse effects to the environment, to our customers and consumers and to our business. As the Ajanta lifecycle philosophy applies to take back, the power to manage take back and direct the disposal of a mobile device at the end of its

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life is largely controlled by: customers, consumers, retailers, and by Urbans. There are various take back channels and Ajanta has limited control over the actual flows. Despite the challenges posed by the logistics of recovery, Ajanta has for years had programs in place and continues to move ahead with new programs to recover mobile devices at the end of their useful lives. These include take back: Via our authorized service centers and flagship stores Through our web site, only limited in certain countries As part of eBay Rethink, only in the US Ajanta is also piloting different forms of cooperation with operators and distributors, such as installing collection bins at point of sales and mail service return, as well as in various industry level schemes and in public awareness building campaigns.

Environment Analysis: AJANTA aims to be a leading company in environmental performance. By working to reduce the adverse environmental impacts of our products and activities, our customers can use our products with confidence and good conscience. Combining environmental issues into daily work makes business sense for Ajanta. By working to reduce the adverse environmental impacts of our products and activities, we minimize risk, ensure legal compliance, gain stakeholder acceptance, and help advance the long-term success of our company.

Our customers can also use our products with confidence and good conscience. Through our environmental strategy, we work to ensure that our products are safe for personal use and that they do not overly tax the environment. Ajanta is a trusted brand and we take that trust seriously.

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Ajanta environmental strategy: Ajanta is a leading company in environmental performance. Ajantas environmental strategy is based on lifecycle thinking, beginning with the extraction of raw materials and ending with recycling and disposal of as well as the reintroduction of recovered materials into the economic system. Our goal is to develop advanced mobile technology, products and services, which have no undue environmental impact, consume energy efficiently, and that can be appropriately reused, recycled or disposed of. Ajanta's environmental strategy is integrated with our business strategy. Our four business groups have set environmental targets for their own activities to implement our corporate level environmental strategy.

Main Issues in Focus: Three important global issues remain at the forefront of much of Ajantas environmental work. They are substance management, arrangements for the take back and recycling of end-of-life products, and energy efficiency.

* Substance management During the planning and design of our products, one of our main focus areas is their material content. We are continuously analyzing the materials used in our products with the aim of reducing the amount of potentially hazardous or harmful content.

* Take back and recycling In take back and recycling, we have for years had in place our own arrangements for mobile devices and accessories, as well as for mobile network and IP network security equipment. All

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Ajanta products are also covered by the European Union's new Waste Electrical and Electronic Equipment (WEEE) directive. Ajanta is assuming product responsibility as defined by the directive as it is implemented throughout Europe. In addition, take back of Ajanta mobile devices will also continue at authorized Ajanta Service Centers and Flagship stores in all markets where we do business.

* Energy efficiency In our product creation as well as our own operational activities, an important area for continuous performance improvement is in energy efficiency. We have consistently been able to reduce the energy intensity of our products.

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Service center Ahmedabad branch gujarat

Address C/16 1st floor shubh darshan apartment opp. Jyoti kalash society near jain prernatirth derasar satellite.ahmedabad-

Contact number B.m:- ravi rathod mob :- 9099922209 mail id :bmmahmedabad@ajantamobile.com

380015 Allahabad branch Ajanta india limited uttar pradesh

Branch manager: shesanath prasad

allahabad branch 30/24 email id :bmmallahabad@ajantamobile.com ground floor neelkanth appartment elgine road civil lines allahabad-211001 Ajanta india limited agra branch mobile no : 9795502019,9598068268

Agra branch, uttarpradesh

Branch manager: om c. Sharma abhishek r dubey (s.e) mo: 9911752217

c/o. Mr. Prem narayan email:bmmagra@ajantamobile.com h.no.- l i g - 631 sec-10, aawas vikas colony sikandra contact no.: 9953579246

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Bhubaneswar branch orissa

agra (u.p) pin- 282007 Ajanta india limited

Phone: 0674 2431186

c/0 smt golakamani naik mo.: akshaya k. Nayak:-9337527622 fax: 0674 2431186 first floor p.s. Lingaraj email:bmmbhubaneshwar@ajantamobile.com 463/2 lewis road in front of andhra bank bhubaneswar- 751002.

Orissa Bhagalpur branch Ajanta india limited bihar shree complex 2nd floor b-block, dr.r.p.road khalifabagh chowk bhagalpur bihar-812001 Ajanta india limited c/o mr. R.b tiwari tiwari bhawan house no-175. N shivpur shawazganj gorakhpur uttar pradesh Guwahati branch 2nd floor assam narendra complex above zoom colour labs.

Tuhin kumar premshankar thakur mobile:-09334490162 s.e.:nadeemhaider:9955211299 email id:bmmbhagalpur@ajantamobile.com

Gorakhpur branch, uttarpradesh

Jai prakash pandit mo:9717550567 email- bmmgorakhpur@ajantamobile.com

Mo.:dip kangsha banik - 8876012428, email:bmmguwahati@ajantamobile.com

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S. Road, laktokia guwahati- 781 001. Haridwar branch Sharvan nath nagar uttranchal ward no. 16 gurucharan bhavan flat no. 06, 1st floor haridwar. 38, patrakar colony kanaria road indore- 452 007.

Phone:01334-213416 vijender r singh bm:- 9719493600 rahul m saini se:-9756778202 fax: 01334222306 email:bmmdehradun@ajantamobile.com Phone: 0731 2562389 mo.: rajesh b. Ghetiya-9229278999 gauvardhan kumar p. Modi-9926898292 fax: 0731 4096208 email:bmmindore@ajantamobile.com Ph no. 0141 6593465 fax no. 0141 4005025 sunil tiwari (b.m.) 9772800555 co. No. - 9785858547 arun jangid (s.e.) Co. No. - 9829439891 email:bmmjaipur@ajantamobile.com

Indore branch madhya pradesh

Jaipur branch rajasthan

Ajanta india limited jaipur branch 14 1st floor kamla bhawan motilal atal road opp. Neelam hotel jaipur 117 / h- 2/354 pandu nagar kanpur.

Kanpur branch uttar pradesh

Mo.: shyam sharma-9838404212 arvind sharma (s.e.) - 9956004374,9794985581 fax: 05122224271 email:bmmkanpur@ajantamobile.com Ph: 033 22315496 18

Kolkata branch

Ajanta india limited

2, lal bazar street room no-104, todi chembar kolkata west bengal 700001

mob: 9836024310 (r) email id: bmmkolkata@ajantamobile.com fax: 033 22311981

Post Branch manager

Qualification Any graduate

Experience 5 yrs (min) in mobile sector 5 yrs (min) in

Division Mobile

Location Surat (small)

Branch manager

Any graduate mobile sector

Mobile

Hyderabad (jumbo)

Marketing Strategy Today, the true killer data application is still text messaging, a typical example of person-toperson communication. Other end-user services, however, have not taken off as expected in recent years. Marketing strategy of to promote this set through proper Chanel. The primary reason for this slow take-up is that most of these services do not fulfill the expectations of users. Although ring tones are one example of successful person-to-content services, progress must be made for market take-up of other mobile data services such as: Messaging (e.g., MMS and e-mail) Entertainment (e.g., graphics, logos, games) Information (e.g., directory services, news) Internet 19

 Latest Technology

Marketing Objective Capture rural India market Target school student Attract Customers to New technology Enhance Distribution Maximize Ajanta revenues Maintain Customers Loyalty

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Product Life Cycle A large untapped potential exists among the present base of non-users: the 10% of existing customers who use services infrequently or do not use services at all, even though they have the right mobile handset. In general, these mainstream users are more loyal to their existing service provider, making them a group to reward for their loyalty. Ease-of-use is one of the key factors when increasing customer loyalty, which, in turn, will lower churn and eventually lead to a decrease in marketing expenditures. Differentiation by ease-of-use experience will also have an effect on increasing ARPU, because it speeds up the adoption of new services. The more mainstream the target users, the more they value ease-of-use and customer intimacy and seek practical uses for new services. The fact that ease-of-use is particularly relevant to mainstream users makes it such an important consideration. Making a service successful in the mainstream market has the challenge for most existing services. Creating ease-of-use in services will help a service provider to cross the chasm from the early market of innovators and trendsetters to the mainstream market of average users.

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The Product Life Cycle (International)

Maturity
Nokia Symbian & N- Series Nokia 30 & 40 Series

Decline

Growth
Nokia E- series

Sales curve

Introduction
The Morph concept

Time

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Services Life Cycle Creating and implementing a business strategy that focuses on ease-of-use will enable the service provider to increase service revenues. Naturally, strategies across geographical regions and operators differ and it is not possible to copy exactly from the experiences of others. Service uptake and usage differ vastly depending on the stage of the overall society and service culture, main technologies chosen, competitive market situation, maturity level of networks, and other network lifecycle variables. AJANTA service life cycle is not short because it is good quality product. People or consumers like AJANTA products.

Positioning Strategy When Ajanta positions its brand in the crowded mobile phone marketplace, its message must clearly bring together the technology and human side of its offer in a powerful way. The specific message that is conveyed to consumers in every advertisement and market communication (though not necessarily in these words) is "Only Ajanta Human Technology enables you to get more out of life In many cases, this is represented by the tag line, "We call this human technology". This gives consumers a sense of trust and consideration by the company, as though to say that Ajanta understand what they want in life, and how it can help. And it knows that technology is really only an enabler so that you-the customer-can enjoy a better life. Ajanta thus uses a combination of aspirational, benefit-based, emotional features, and competition-driven positioning strategies. It owns the "human" dimension of mobile communications, leaving its competitors wondering what to own (or how to position themselves), having taken the best position for itself.

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has created a distinct position in customer mind by: Ajanta logo..> Slogan> Know our past. Create the future

Latest Ring Tone New Messages Tunes The specific message that is conveyed to the customers in every advertisement.

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AJANTA Chose both Strategies We chose both strategies because we know if we dont use both strategies we unable to promote our new product. We want to promote our product world wide it is impossible if we dont use both strategies . AJANTA is a large company and it have the ability to promote its product widely through both strategies.

Pricing Strategy Pricing Strategy Matrix: Ajanta observes different pricing strategy for AJANTA . The main aim is to gain the market at rural village of India and maintain its customer for Mid range phone. Premium Pricing: Ajanta use a high price where there is uniqueness about the product or service. This approach is used where a substantial competitive advantage exists. Such high prices are charge for luxuries such as AJANTA E-series mobile phone.

Penetration Pricing: The price charged for products and services is set artificially low in order to gain market share. Once this is achieved, the price is increased. This approach was used Ajanta on Model No. 1100 and 1108, in Indian rural market.

Economy Pricing: This is a no frills low price. The cost of marketing and manufacture are kept at a minimum. Ajanta follow it for its mid range Mobile phone. Normally it is to attract middle income group.

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Price Skimming: Charge a high price because you have a substantial competitive advantage. However, the advantage is not sustainable. The high price tends to attract new competitors into the market, and the price inevitably falls due to increased supply.

Distribution Strategy AJANTA has become a major part of our life. On the one hand, India Mobile phone market has grown rapidly in the last few years on the back of falling phone tariffs and handset price, making it one of the fastest growing markets globally. Ajanta is a world leader in mobile communications, driving the growth and sustainability of the broader mobility industry. Ajanta connects people to each other and the information that matters to them with easy-to-use and innovative products like mobile phones, device and solutions for imaging, games, media and businesses. Ajanta provides equipment, solutions and services for Network operators and corporations. Ajanta held a global market share of 34.2 percent at the end of January, according to consultants strategy Analysis, while Motorola had 18.3 percent, Samsung 11.1 percent, and LG and Sony Ericsson 6.6 percent each. To illustrate Ajantas performances, more than one third worlds phone users use a Ajanta phone. In India Ajanta is the market leader, with a manufacturing facility in Chennai.

The Ajanta requires to have a regular check on these channels if they working efficiently and take steps to further step to improve. The Ajanta only stay ahead in profits, market share etc, only if their products reach the outlets on time as well based on demand .The project began with

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the basic understanding of how distribution of mobile phones takes in the market by Ajanta. Ajanta works with the distribution of mobile phones takes in the market by Ajanta. Ajanta works with the distributor, re distributor stockiest (R.D.S) and finally the retailer from whom the product is sold to the consumer. Five forms of outlets sell Ajantas products:

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PRODUCT MIX
Product: DANCE INDIA DANCE

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A-50 key features 2.2 inch qvga display dual sim card support 1.3 mp camera with flash, 2x zoom motion sensor with motion games 2 brighter torch lights java , with opera mini web browser msn dual batteries (6p) for double talk time 2.5mm standard earphone jack stereo fm radio with schedual record wap/gprs class 12 bluetooth 2.0 with a2dp support audio/video players recorders 500 contacts memory picture/video caller 450 sms memory security tracker(theift alert) vip function for secret phonebook message call history magic voice function one touch audio player keys power save flight mode 29

 calender ebook reader alarm currency converter world clock supports as web camera internet on pc 7 different 3d menu effects memory card support upto 8gb special offer online

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SMS INDIA

A-30 key features 2.0inch screen gsm 900/1800 mhz dual sim card qwerty keypad for fast easy typing big battery support for long talk time camera 31

 three electric torch lights memory card support up to 4gb multimedia support wireless fm with telescopic antenna without ear phone fm player 2.5mm standard ear phone jack two big speaker for loudor music language support : english, hindi

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TALK INDIA

A-20 key features 1.8 " color lcd dual sim card supported torch light 33

 audio player user friendly software t-flash card supported(2gb) 1000 mah capacity 5c battery fm radio 100 sms memory sound recorder 200 phone book memory inbuilt calender , alarm functions standard charger pin available languages : english,hindi

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ROCK INDIA

2.0" screen Dual sim card Camera Electric torch light Multimedia support Memory card (up to 2gb) 35

Fm radio/mp3/3gp player 1200mah battery Sms black list Profile with power saving mode Unit convertor Language:english and hindi

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STRANGE INDIA

2.2" screen Dual sim card Strong cabinet with metal housing Eight led torch lights Camera Motion sensor Memory card (up to 4gb) 37

Audio / video player Fm radio 1200 mah battery Bluetooth v.1.2 Gprs / wap supported Unit convertor Language:english and hindi

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MULTIMEDIA

A-4200 key features dual sim (gsm + gsm) * mini games motion games java games 39

 2.0" 262k colors tft lcd music player with motion option * video player * magic voice application memory card supports upto 8gb 1.3 mega pixel camera with flash * web camera compatible fm radio with loud speaker * 3.5mm stereo earphone unlimited sound recorder external memory support upto 8 gb blue tooth(stereo bluetooh headset v2.0) stereo earphone (earhuner type) wap /gprs torch light (15,000 mcd bright ness) * miss call / sms alert option call black list user friendly software 1000 phone book memory 500 sms memory world clock currency converter main screen changes with motion option

40

 e-book reader

TOUCH INDIA

A-80 key features 3.6" wqvga screen dual sim card dual standby fully touch pad with function keys big battery (for long talk time) 41

 dual camera with flash light & timer web camera gsm 900/1800 mhz bluetooth 2.0 with a2dp motion sensor memory card support (up to 8gb) digital audio multimedia supported e-book reader supports wap/gprs msn,face book support ideal shortcut icons (on screen)

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Price: Price of this set is 42,700 which are affordable for heavy users. This price compete the market easily. Price is reasonable because it is facilitating the consumer. Place: It is also available in big cities of India like Islamabad, Lahore, Karachi, and others. Consumer purchases it easily from AJANTA retailers which are located in Islamabad, Lahore and other cities of India.

Promotion:

We use different channels for promote our new product. Print media Pos material Tv commercial Billboards and holdings

Print Media We often use print media for advertisement. We have a separate department for print media. TV Commercials As everybody know that TV is a most common entertaining medium so TV commercials is one of the most attractive way of doing advertisement. So AJANTA Company does regular TV commercials on different channels. 43

Billboards and Holdings

AJANTA is very much conscious about their billboards and holdings. They have so many sites in different locations for their billboards.

Ajanta customer care centre inaugurated in India Ajanta, the world leader in telecommunication technologies, announced the launch of AJANTA CARE - customer care centre in Karachi at a glittering event today at the Ebrahim Trade Towers.

The briefing, which served to introduce Ajanta's customer care centre initiative was addressed by Ajanta's key regional officials, Imran Khalid Mahmood Country General Manager Ajanta India and Afghanistan, Ian Stewart, Care Director Ajanta Middle East & North Africa and Zoff Khan, Managing Director of Global Customer Care, a Koohiji Group Company.

The Ajanta care centre has been established to facilitate consumers and is a global initiative, which is the first of its kind in India. Ajanta care was launched in Lahore last month and is now being launched in Karachi, with many more to come. The Ajanta care will provide customers with the required help and assistance needed to ensure optimal performance of their Ajanta devices, with easy access to expert maintenance services and purchase enhancements for the sole purpose of maximising customer satisfaction. 44

Additionally it will offer a unique possibility for consumers in India to check the warranty of their Ajanta device via SMS, by simply sending the IMEI number of the device to 66542 (Ajanta), shortly after which a response will be sent back to the device from which the query originated.

Sharing his insights on the occasion, Imran Khalid Mahmood Country General Manager, Ajanta India and Afghanistan stated, "The Ajanta Care Centre in India demonstrates our firm commitment to bringing services in the local market that will help us meet customer expectations via a constant flow of first hand information and feedback from our customers."

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Constraints: Slow pace of the reform process. It would be difficult to make in-roads into the semi-rural and rural areas because of the lack of infrastructure. The service providers have to incur a huge initial fixed cost to make inroads into this market. Achieving break-even under these circumstances may prove to be difficult. The sector requires players with huge financial resources due to the above mentioned constraint. Upfront entry fees and bank guarantees represent a sizeable share of initial investments. While the criteria are important, it tends to support the existing big and older players. Financing these requirements require a little more liberal approach from the policy side. Problem of limited spectrum availability and the issue of interconnection charges between the Rural and state operators.

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RESEARCH OBJECTIVES
A market study Ajanta mobiles phones in rural and urban market. To know the brand image of AJANTAin the market. To study the Ajanta user in rural sector To study the Ajanta user in urban sector To know the key buying factors those are used in hiring the Ajanta phones.

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RESEARCH METHODOLOGY
Marketing research is the systematic and objective search for the analysis of the information relevant to the identification and solution of any problem in the field of marketing. The objective behind this project was to get a deep insight into the answers to the questions what are the problems faced by the Broadband users from their current service providers and their perception about AJANTA. The object of the survey were the Broadband users of various telecommunication services .

2.1 RESEARCH OBJECTIVES 2.1.1 MAIN OBJECTIVE Analysis mobiles phones user of Rural and Urban sector

2.1.2 SUB OBJECTIVES To know the brand image of AJANTAin the market. To study the Mobile phones user in Rural sector To study the Mobile phones user in Urban sector To know the key buying factors those are used in hiring the Mobile phones services. To gauge the competition offered by various service providers in the area of Mobile phones.

2.2 Methodology Used The data was collected through both the primary as well as secondary sources. The primary source of data is the consumers of various telecommunication services. The sources of secondary data are websites and company catalogues. 49

2.3 The Research Design The research design followed for this research was: Problem Formulation: This refers to the transferring of the management problem into a research problem. The management problem was to gauge the behavior of consumer in respect of telecommunication market. Research Method: It involves choosing either experimental or non-experimental research. This research was non-experimental. Research Design: It is the specification of the methods and procedures for acquiring the information needed. It is the overall operational pattern or framework of the project that stimulates what information is to be collected, from which sources & by what procedure. The three types of design used are exploratory, descriptive & causal. For this research the descriptive design was used. This is because it is marked by the prior formulation of specific research questions. It has a preplanned and structured design. For descriptive study proposed data analysis and project output are critical aspects. It was decided that the consumers of telecommunication services would be used as the primary source of data. Selection of Data Collection Techniques: For this research the data was to be collected was of primary as well as secondary nature. The source of primary data was the consumers of telecommunication services. Thus, the data collection was done through a survey by using Questionnaire technique. This consisted of an interview and questionnaire. The questionnaire contained the questions relating hiring and uses of telecommunication services. The questionnaire was first pre tested and later it was modified by making certain necessary changes in it.

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Sample Design: A sample chosen has to be representative of the population. For this survey cluster and stratified sampling was used. The sample size was more than 600 consumers. Data Collection: At this stage the data is actually collected according to the decided technique of data collection. The questionnaire is the main source for the collection of data. Analysis and Interpretation: Data which has been obtained are seldom useful to anyone, if it is not analyzed and interpreted in the order, the breaking down of constituent parts and the manipulating of the data and to obtain answer to the research questions. Interpretations involve taking the result of analysis, making inferences relevant to the research relationship studied and drawing conclusions about these relationships. Research Report: The culmination of research process is research report. Methodology, results and recommendations for courses of action are presented. The two critical attribute of report are completeness and conciseness. Therefore these attributes are conflicting; a balance has to be stuck between the two. On presenting the research report to the management. The management should be able to take decision on recommendations and conclusions of research. 2.4 Steps in Sampling Design: Type of Universe: The first step in developing any sample design is to clearly define the set of objects, technically called the Universe, to be studied. Universe can be infinite or finite. In this research the universe taken was finite i.e. the telecommunication service users.

Sampling Unit: A decision has to be taken concerning a sampling unit before selecting sample. Sampling unit in case of this research study were the present and prospective consumers of Meerut region.

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Source List: It is also known as sampling frame from which sample is to be drawn. It contains names of all items of a universe. In this case present clients database and prospective clients database were used as source list to pick the required sample. Size of Sample: This refers to the number of items to be selected from universe to constitute the sample. The size of sample should neither be excessively large, nor too small. It should be optimum. In this research study the size of sample were 115. Parameters of interests: In determining the sampling design, one must consider the question of the specific population parameters which are of interests. In this research study the parameters of interests were the behavior of telecommunication service users with respect to the services provided to them and the tariff rates offered to them. Time and Budgetary Constraints: Cost and time consideration from practical point of view, have major impact upon decision relating to not only size but also to the type of Sample. In this research, the time constraint was that it has to be done in 60 days with a restricted budget. Sampling Procedure: Finally, the researcher must decide the type of sample he will use i.e., he must decide about the technique to be used in selecting the item for the sample. In fact the technique or procedure stands for the sample design itself. In this research study probability or random sampling is used. 2.5 Tools For Data Collection The task of data collection begins after research problem has been defined and research design/plan chalked out. While deciding about the method of data collection to be used for study, the researcher should keep in mind two types of data- primary and secondary.

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Sources of Data: Primary Data: We collect primary data during the course of doing experiments in an experimental research but in case we do research of the descriptive type and perform surveys, whether sample surveys or census surveys, then we can obtain primary data either through observation or though direct communication with the respondents in one form or another or though personal interviews. Since the research is of descriptive type in which data is collected through direct communication with respondents. Sample survey is carried out during this project. The survey was performed through a structured questionnaire. Secondary Data: Secondary data means data that are already available i.e., they refer to the data which have already been collected by someone else. The sources of secondary data in this project were the websites of various telecom services providers and their company catalogues.

Method adopted in Research: The survey method was used for this research project. A general survey was conducted to gather the required data. Research Tool Used: Questionnaire was used to collect the data from the consumers of telecom services Method of Population Selection: The population for this survey was selected with the help of cluster and stratified techniques. In cluster, we divided the city area wise and then we applied stratified under which we used demographic factors, mainly being income and occupation.

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Method of Interaction with the Population: Personal visit method is used for this research project. The respondents were the consumers and prospective consumers of telecommunication services. These respondents were approached and requested to give their opinion on the telecommunication service providers by answering the questions in the questionnaire.

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SWOT ANALYSIS
Ajanta is at an important crossroads in its history. Having architected many of the key tenets for growth during the formative years of the mobile phone industry, the market with which Ajanta is so familiar may be adopting different rules, ones that it may not fully understand. The situation Ajanta faces may be similar to the period in the PC industry when Dell Computer surpassed perennial leaders IBM, HewlettPackard and Compaq Computer. Why might this happen? Because Ajanta's strengths are so well-understood by its competitors, they are well-targeted and improved upon. The wireless market's evolution has slowed, making it easier to challenge the incumbents. Also, the progress of technology has made many of Ajanta's early advantages easier to overcome. Ajanta's leadership position is a result of paying persistent attention to market needs and taking the right chances at the right time. Ajanta was the first to acknowledge fashion as an important element in mobile phone purchases, and it is solidly behind the push for Multimedia Messaging Service, which could become the first data service beyond Short Message Service to be deemed successful. There is a significant gap between Ajanta and startups, which makes it difficult to compete against Ajanta. Ajanta's tie to operators has kept its products solidly in consumers' view. Yet, Ajanta faces some serious challenges Strength: AJANTA is the One of the most popular mobile communication. company in the industry AJANTA is high product quality Latest Technology 55

 Latest Software Product is warrantee worldwide Fashionable product (serve new trend) Global marketing (product) It has better quality Design is a bit mature Weakness: Its not easy to use Low voice quality is heavy set but Samsung latest sets are light Market skimming prices of this Set Difficult functions It is very slow Opportunities: AJANTA N_96 with computer window New growth market of AJANTA Latest and powerful devices Well designed and stylish set Latest Accessories Pocket Computer Threats: Looking mainly at the competition that is taking away Ajantas market share. 56

 Orange, Vodafone and O2 and many other operators are globally selling their own heavy and good sets Higher import charges. China Mobile made Copy of AJANTA Sets and they also made AJANTA .

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DATA ANALYSIS
Q-1: Are you using any mobile services Sample Size: 100

Yes No

75 25

25%

Yes No 75%

INTERPRETATION: In the survey I find most user 75% have mobile connection and rest 25% having no mobile.

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Q-2: Which operator number you are using? Sample Size: 100

LG Ajanta China

10 15 20

Sony Blue Other

25 20 10

10% 20%

10% LG 25% Sony Ajanta Blue China Other

20%

15%

INTERPRETATION: In the survey I find most user 25% have LG phones and rest 15% having Ajanta connection.

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Q-3: In which sector you sale Ajanta ? Sample Size: 100 Rural 35 Urban 65

35% Urban Rural 65%

INTERPRETATION:

In the survey I find most user 65% have using Mobile phones and rest 35% using post paid connection.

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Q-5: What occupation do you have? (a) Business (b) Professional (c) Urban Employee (d) Student Occupation Professional Rural Retirement Urban Respondent 23 16 5 6

25 20 15 10 5 0 Occupation

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The data shows that 50 persons are from, 23 persons are professionals, 16 persons are Rural and 5 persons are found retirement 6 person are Urban employee to consume mobiles.

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Q-6: Which connection you use? For Urban employee Sample Size: 100 Prepaid 75 Post Paid 25

25% Prepaid Postpaid 75%

INTERPRETATION:

In the survey I find most Urban employee 75% have using Mobile phones and rest 25% using post paid connection.

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FINDINGS

The data shows that the total sample size of 50 people taken randomly for the research, 43 people out of then taken mobile with them. This segment compromise of professions, businessperson, service man & students. About awareness of Telecom Company in Meerut the data collected shows that 60% of the people knows about all the telephone companies dealing in Meerut market, 30% of person knows only few companies, 5% of person knows only one company, 5% are not knowing any other company. The segment belongs to business and professional like to have Post paid connection. Whereas students and service persons give their preference to Mobile phones. 30% buyers response is very good and 50% buyers response is average and 20% buyers response is not good Urban employee 75% have using Mobile phones and rest 25% using post paid connection Rural employee 65% have using Mobile phones and rest 35% using post paid connection

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LIMITATIONS
While working on this project I have to face some difficulties while conducting the survey. People were not interested in giving there actual information about their family income and airtime, as they were extremely scared about the income tax some people have difficult to take them in confidence so that they can give correct information. Some of the limitation are: Not at office Refusal to co-operate Respondent bias.

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CONCLUSION
After thorough research, we come to the conclusion that the marketing strategy of AJANTA is working for them and the is gaining popularity among youth day by day. Ajanta is a mobile telecommunications company, and offers far more than just mobile phones for everyday use. They offer networking solutions for businesses that help businesses stay connected and communicate with each other at all times and places. For them, Ajanta also offers special mobile phones with exquisite and unique functions and options. In this project, we can overview on AJANTA . It is the most expensive and powerful model in the whole Ajanta portfolio. It cant stand up to the level of popularity that N95 once enjoyed, though, but still serves a formidable expansion of the model range upwards. The device looks interesting in terms of the availability of DVB-H digital TV and strikingly high specifications. It comes with an astonishing 16 Gb of onboard and 8 Gb of replaceable flash storage, and has a pronounced focus on the video aspect. Even the form factor and bundled kick-stand suggest this model being a TV-phone, let alone the numerous hardware specifications specially fitted to this cause. The STMicroelectronics chipset offers its video-relevant powers at a cost, though: it doesnt do as well in the rest of performance tests. We cant say lags in the menus, yet a certain delay can be felt, its a bit slower than N78 and N85. A high audio quality, a large screen and a spacious storage make a perfect multimedia player and a possible replacement for a number of Ajanta users. The price is going to be comparable to the starting price of N95 8GB, namely around 550 Euros. N95 will slowly phase out of the market, making way for the new flagship (its currently out of production).

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Liberalization of the telecommunications market has entered a new phase: competition already exists (albeit in limited form) in some markets, such as the long-distance market and the market for Internet access via the STN. Other segments, such as the local loop (essentially the highspeed Internet access market), are being opened up. At this stage, it is no longer simply a question of opening up particular markets, but rather, consolidating the play of competition in those markets that have been opened as well as developing competitive new services. This explains the importance of high-speed access technologies for the future of the sector. To face up to these challenges, regulatory activity is changing. It is constantly adapting to market trends and to economic situations, which are often difficult. Among its priorities it now counts new economic and social concerns as the information society develops: national coverage is a major issue and Airtel intends to play its part to protect the interests of all consumers. To this backdrop, a new regulatory organisation is emerging. It must supply regulatory activity with new tools to encourage lasting competition in the telecommunications sector. It must also contribute to the development of a more consistent UP west market that is better able to face up to the challenges of the information society within the context of globalisation. After thorough analysis and interpretation of result obtained I studied overall consumer trends in Ajanta Telecommunication Ltd. How people react to its services and schemes. How company attract its customer by adopting effective strategies. In the last the conclusion is drawn through this research that being the biggest and oldest network of mobile telecommunication in Uttar Pradesh West, having good quality of service, taking along a big part of people aware about Airtel, it is subsisting hard. For Ajanta most of customers are professional and business segment.

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RECOMMENDATION
The company should go ahead with aggressive marketing. They should light competition on 1. Awareness level, 2. Product differentiation 3. Customer retention 4. Pricing strategy. Thus, The recommendations fir these are as follows: 1. AWARENESS (a) The company should sponsor local programs. (b) The company should arrange briefing sessions at prominent clubs such as LIONS CLUB and ROTARY CLUBS etc. (c) The company should organize awareness quizzes through Newspapers, Magazines & announce suitable rewards accordingly. (d) The company should distribute, leaflets of AIRTEL

Cellular in posh colonies of Western U.P. 2. PRODUCT DIFFERENTIATION (a) In order to build upon the theme of AJANTASANSAR the company should try to position itself as a trustworthy and everlasting partner (Offering prompt, better, quality services at the most affordable prices). (b) The company should highlight its strengths vis-a-vis competition.

3. CUSTOMEIR RETENTION 73

The company should develop personal /intimate relations with the subscribers: (a) Wishing birthdays (b) Offering subsidized airtime on festivals. (c) Giving free lasses to high air time user for the events Sponsored by the company. (d) Offering life insurance policy to the subscribers at nominal Prices.

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SUGGESTION

1. Company should provide special offer on time to time.

2. They should be provided every latest information

3. After sale service should be better

4. The company should offer installment facilities on handset.

5. Activation fees should be reduced

6. Credit facilities should be given

7. There should be no billing problem.

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QUESTIONNAIRE
Name of organization Address: No of employee: Name of employee Address: Contact No. 1. Are you using any mobile services. Yes [ ] No [ ]

2. Which operator number you are using. LG Ajanta [ China [ [ ] ] ] Blue Other Sony [ [ [ ] ] ]

3. Sector wise sale Urban Rural

4. If pre paid, reason behind that Low exposure [ ] Ease of use [ ]

5. If post paid, Reason for using post paid High usage Lower tariff rates [ [ ] ] Services All of the above [ [ ] ]

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6. Which plan you are using in post paid connection? 7. For how long you are using this connection? 8. Reason for associated with the specific operator? Network Call rates [ [ ] ] Services Others [ [ ] ]

9. How much is your monthly expense on mobile Below 300 Below 800 [ [ ] ] Below 500 Above 800 [ [ ] ]

10. What is the significance of cellular services in your life? Status symbol [ Convenience [ ] ] Necessity Others [ [ ] ]

11. Are you satisfied with services of operator you are using? Yes [ ] No [ ]

12. If no then reason behind that Network Call rates [ [ ] ] Services [ ]

13. Are you thinking to migrate to any other operator in near future. 14. If yes, which one and reason for preference. 15. If you are taking a new connection what would be your 1st preference thanks for your valuable support

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BIBLIOGRAPHY
C. R. Kothari Research Methodology Second Edition, Wishwa Prakashan. Donald S. Tull, Dell I. Hawkins Marketing Research Sixth Edition, Published by Ashok K. Ghosh, Prentice-Hall Of India Pvt. Ltd. Business Today paint industry Page 25 March 2005. Business world growth of Asian Paint Page 35 Feb. 2005.

News papers: Times of India Hindustan times Business standard The Hindu

Date: November 6th 2006 November 7th 2006 February 3rd 2007 March 7th 2007

www.Ajanta.com www.google.com

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