SIP Project Report on "A Study of Entire Selling Operation of Matrix Cellular International Services Limited."
- 1. 1 Summer Internship Project On: Study of Entire Selling Operation of Matrix Cellular International Services Limited Submitted to- Pune Institute of Business Management Submitted by- Souvik Bose P15FC182
- 2. 2 Contents Declaration........................................................................................................................................4 Acknowledgement..............................................................................................................................5 Company Certificate...........................................................................................................................6 Certificate by the Internal Guide..........................................................................................................7 Executive Summary ............................................................................................................................8 Project Synopsis.................................................................................................................................9 Overview of the Telecom Industry.....................................................................................................11 Introduction.................................................................................................................................11 Market Size ..................................................................................................................................12 Indian telecom Industry ................................................................................................................12 Porters Five Forces Analysis of Telecom Sector..............................................................................14 About Matrix Cellular International Services Limited .........................................................................16 Why Matrix......................................................................................................................................16 Product & Services...........................................................................................................................17 Country-specific Sim Cards...........................................................................................................17 Country-Specific Data Cards .........................................................................................................18 Matrix Forex Card.........................................................................................................................19 Matrix Travel Insurance ................................................................................................................20 VAT............................................................................................................................................21 Distribution Channel of Matrix Cellular International Services Ltd. .....................................................23 A Perfect Solution for International Travelers.....................................................................................23 National Presence.............................................................................................................................25 International Presence.......................................................................................................................26 Customer Segment............................................................................................................................26 Inventory Management ....................................................................................................................28 Stocks Flow- Process ....................................................................................................................29 Telesales..........................................................................................................................................31
- 3. 3 Key Process..................................................................................................................................31 Billing .............................................................................................................................................33 Overview .....................................................................................................................................33 Process Overview .........................................................................................................................33 Billing Format ..............................................................................................................................34 Credit Control Operation...................................................................................................................36 Objective......................................................................................................................................36 Mode of Payment for Invoices.......................................................................................................37 Sales Management............................................................................................................................39 The Matrix Advantage ..................................................................................................................39 Matrix 3g Data Card.....................................................................................................................39 Sales Process (TAB) .....................................................................................................................40 Signing Up a Customer .................................................................................................................40 Channel Sales ...............................................................................................................................41 Research Methodology .....................................................................................................................44 Data Analysis & Interpretation ..........................................................................................................47 Observation......................................................................................................................................56 Findings & Suggestion......................................................................................................................59 Findings .......................................................................................................................................59 Suggestion....................................................................................................................................59 Learning Outcome ............................................................................................................................60 Conclusion.......................................................................................................................................61 References .......................................................................................................................................62 Appendices ......................................................................................................................................63
- 4. 4 Declaration I hereby declare that the project work entitled “Study of Entire Selling Operation of Matrix Cellular International Services Limited” submitted to PUNE INSTITUTE OF BUSINESS MANAGEMENT as a part of the PGDM curriculum, is a record of an original work done by me under the guidance of Prof. Dr. Sanjeev Kulkarni and Mr. Kartik Haridas (HR of Matrix Cellular, Pune Branch). SOUVIK BOSE ___________________
- 5. 5 Acknowledgement I would like to express gratitude and respect for all the guidance and assistance given and made available. This project has involved a lot of effort and research, which would not have been possible without the help of many people. I would like to express my deep gratitude towards my industry mentor Mr. Kartik Haridas, HR of Matrix Cellular (Pune Branch) & my faculty mentor Prof. Dr. Sanjeev Kulkarni for giving me this opportunity to explore my potential and undertake this project. It really helped to put the theoretical knowledge to practical use and it also gave me a much deeper understanding of the actual operations of the international sim card industry. I would like to take this opportunity to thank my Industry mentor Mr. Kartik Haridas & my faculty mentor Prof. Dr. Sanjeev Kulkarni & Mr. David Hangsing, Batch-In charge of PIBM & my team members Mr. Ankit Kumar Gattani, BDE-Channel sales, Mr. Debasis Sahoo, Assistant Manager-Channel Sales, Mr. Siddhart Mehra, BDE-Channel Sales, Mr. Prasad Sawalgi, Assistant Manager-Channel Sales whose immense help, guidance, support, and direction made this project possible. However, I accept the sole responsibility for any possible error and would be extremely grateful to the readers of this project report if they bring such mistakes to my notice.
- 6. 6 Company Certificate This is to certify that Mr. Souvik Bose a student of PGDM of Pune Institute of Business Management (P.I.B.M) has worked under my supervision and guidance for his project work and prepared a project report with the title “Study of Entire Selling Operation of Matrix Cellular International Services Limited” at Matrix Cellular International Services Limited for the period of May 16th to July 16th which he is submitting is his genuine and original work to best my knowledge. Date of Submission- ____________ ____________________ Mr. Kartik Haridas, HR, Matrix Cellular International Services Limited
- 7. 7 Certificate by the InternalGuide This is to approve that the project work entitled “Study of Entire Selling Operation of Matrix Cellular International Services Limited” is a bonafide work carried out by SOUVIK BOSE (DM15C42) a candidate of PGDM (Batch 2015-2017) of PUNE INSTITUTE OF BUSINESS MANAGEMENT. ___________________ Prof. Dr. Sanjeev Kulkarni
- 8. 8 Executive Summary The main objective of the project was to study the entire selling procedure of Matrix Cellular International Services Limited. Features affecting the buying behavior of the customers and churn management were also studied. How they retain their no. 1 position in this segment was also studied. After completion of this project I found that in spite of the fact that Matrix is the market leader among the country specific sim cards but still it has to work out new strategies in order to compete with clay and Uniconnect who is the major competitor in the private sector and other players in the industry. Maximum no of mobile users are in the age group of 25-60, which are mostly student going abroad for studies, service class and business men who go abroad either for leisure trip or for business purpose. Clay is the closest competitor of Matrix Cellular. Till date Matrix is only providing the postpaid and prepaid services only. Forex, travel insurance, VAT is other option with matrix, there is a testing going out in the market for same, it might also come with a great deal. Matrix Country Specific Sim card has a strong brand image in the International Sim cards market, even Matrix is the biggest company in the world in this business but still it needs regular innovations and differentiation to be implemented to have a competitive edge above the other potential players in the industry. After completing the survey I arrived at a conclusion that there is an extensive competition happening these days in International sim cards Industry.
- 9. 9 Project Synopsis Project title Study of Entire Selling Operation of Matrix Cellular International Services Limited Company name Matrix Cellular International Services Limited Student name Souvik Bose Student roll no P15FC182 Project external guide name Mr. Kartik Haridas & Entire DSA team Project internal guide name Mr. Sanjeev Kulkarni Project guide designation HR Duration of project 16th May – 16th July
- 11. 11 Overview of the Telecom Industry Introduction India is currently the world’s second-largest telecommunications market and has registered strong growth in the past decade and half. The Indian mobile economy is growing rapidly and will contribute substantially to India’s gross domestic product (GDP), according to report prepared by GSM Association (GSMA) in collaboration with the Boston Consulting Group (BCG). The liberal and reformist policies of the Government of India have been instrumental along with strong consumer demand in the rapid growth in the Indian telecom sector. The government has enabled easy market access to telecom equipment and a fair and proactive regulatory framework that has ensured availability of telecom services to consumer at affordable prices. The deregulation of foreign direct investment (FDI) norms has made the sector one of the fastest growing and a top five employment opportunity generator in the country. 3% 8% 10% 3% 17% 52% 7% GDP Contribution Telecommunicatiomn Manufacturing Retail FMCG AGRICULTURAL SERVICE OTHER
- 12. 12 Market Size Driven by strong adoption of data consumption on handheld devices, the total mobile services market revenue in India is expected to touch US$ 37 billion in 2017, registering a Compound Annual Growth Rate (CAGR) of 5.2 per cent between 2014 and 2017, according to research firm IDC. India's mobile subscriber base is expected to cross 500 million! Subscribers by the end of FY2015 from 453 million subscribers at the end of FY2014. According to a study by GSMA, smartphones are expected to account for two out of every three mobile connections globally by 2020 making India the fourth largest smartphone market. The broadband services user-base in India is expected to grow to 250 million connections by 2017, according to GSMA. India added the highest number of net mobile phone subscriptions of 13 million during the third quarter of 2015. International Data Corporation (IDC) predicts India to overtake US as the second-largest smartphone market globally by 2017 and to maintain high growth rate over the next few years as people switch to smartphones and gradually upgrade to 4G. In spite of only 5 per cent increase in mobile connections in 2015, overall expenditure on mobile services in India is expected to increase to US$ 21.4 billion in 2015, led by 15 per cent growth in data services expenditure, as per research firm Gartner. The Indian telecom sector is expected to generate four million direct and indirect jobs over the next five years according to estimates by Randstad India. The employment opportunities are expected to be created due to combination of government’s efforts to increase penetration in rural areas and the rapid increase in smartphone sales and rising internet usage. Indian telecom Industry With a subscriber base of nearly 1022.61 million by the end of September 2015, India has the second-largest telecom network in the world. With 375 million internet subscriptions in October 2015, India stood third-highest in terms of total internet users in 2015. It is expected that India will be the second largest country in terms of internet subscribers with 402 million internet users by December 2015. Mobile based internet is a key component of India internet usage, with seven out of eight users accessing internet from their mobile phones. Urban teledensity stood at 152.76 per
- 13. 13 cent and rural teledensity at 48.66 per cent as on September 2015. Availability of affordable smartphones and lower rates are expected to drive growth in the Indian telecom industry. India is currently the second- largest telecommunication market and has the third highest number of internet users in the world India’s telephone subscriber base expanded at a CAGR of 19.5 per cent to 1022.61 million over FY07-16 Teledensity (defined as the number of telephone connections for every hundred individuals) increased from 17.9 in FY07 to 80.98 in FY16 In September 2015, total telephone subscription stood at 1022.61 million, while teledensity was at 80.98 per cent Indian telecom sector’s revenue grew 10.7 per cent to USD 71.2 billion in FY14 as compared to USD 64.3 billion in FY13 Wireless and wireline revenue increased at a CAGR of 8.91 per cent to USD 38.8 billion over FY06-14 Revenues from the telecom equipment is expected to be USD 19 billion in FY15, which is further expected to touch USD 30 billion in FY20
- 14. 14 Porters Five Forces Analysis of Telecom Sector Competitive Rivalry Customer’s low switching cost and price sensitivity are increasing competition among players High exit barriers are also intensifying competition There are around 6 to 7 players in each region, leading to intense competition Threat of New Entrants Strict government regulations Extremely high infrastructure setup cost Difficulty in achieving economies of scale Substitutes Products Hardly any threat of substitute products as there is no substitute available in the market Bargaining Power of Suppliers High bargaining power of suppliers as there are just a few suppliers in the sector High cost of switching suppliers Bargaining Power of Customers Low switching cost and mobile number portability give customers high bargaining power Customers are price sensitive
- 16. 16 About Matrix CellularInternational Services Limited The only thing consistent in today’s ever changing world is change itself. It is this change that gives birth to the need of constantly staying connected at all times, no matter where one is. That’s where we come in. Our journey began in 1995 in the heart of India’s capital where we initially sold local Indian SIM cards to foreign travelers coming to India. Soon we started our operations by catering to Indians travelling to UK by offering them country specific mobile solutions for the UK. With rapid growth in the Indian outbound travel market, today Matrix Cellular (International) Services Pvt. Ltd. is the leading provider of complete telecommunication solutions for Indians travelling abroad. It offers wireless communication and data service for international use at price plans suitable for any audience. Matrix is the leading provider of complete telecommunication solutions for Indians travelling abroad. It offers wireless communication and data services for international use. We are committed to connecting the globe with cost-effective and convenient solutions and our relentless pursuit of our goals have enabled us to emerge as the market leader in providing telecom solutions to international travelers. Matrix is the first company to introduce the concept of local connectivity, by offering country-specific mobile connections in India. Matrix has also expanded its horizons to international destinations as well with the opening up of operations in Thailand as well. Matrix has now become truly synonymous with international travel. Over the years, Matrix has also expanded from a single country product to a multi-country product offering both voice and data services for over 30 countries globally. Why Matrix As Globe Trotting becomes a way of life, it becomes equally important to seek communication options which provide good connectivity and convenience for you across the world. In today’s ever changing telecommunications sector, we enable you to stay connected wherever you are through easy and smart solutions. Cellular communication makes life easier but using your mobile phone on international roaming brings along the anxieties of escalating bills, especially if you are a frequent overseas traveler, since roaming costs are exorbitant. Firstly, you have bear the international roaming charges for all calls that you receive. Secondly, it may not be possible for you to inform all your contacts that you are going abroad and so you might receive a lot of unwanted calls. These factors make using international roaming an extremely expensive and inconvenient proposition. Also a large number
- 17. 17 of people in India use CDMA data cards that do not work when abroad. Hence, traveler, to stay connected online look for more costly alternatives, such as hotel internet, web cafes, Wi-Fi hot spot on international roaming etc. We have evolved with the aim to stand for something distinctive – touching your heart as well as minds. Our brand promise – easy and smart – is an important asset and embodies our purpose and what we stand for. Our aim is to make it easy for you to understand what the benefit is, so we take our time to explain product features accurately – avoiding jargon. We also take away the complexity by communicating clearly and making our solutions simple and intuitive. We achieve this promise by continually going the extra mile and staying ahead of the competition by continually innovating. Matrix’s commitment to customer service is unparalleled. We leave no stone unturned to ensure customer delight at every step. Our philosophy is to be humble and listen to our customer with an open mind. Some of the elements that have helped Matrix in building a service brand are: Excellent connectivity: We are partners with the biggest networks of the world like Vodafone, AT&T, T-Mobile, O2 etc. Customer-oriented: All our services are designed keeping in mind the needs of our customers and the 24X7 customer care helpline makes us the preferred communication provider for a number of businesses, governments, individual travelers and students. Associations: Matrix has partnerships with the finest travel brands of the world. Brand visibility: Matrix has been actively promoting ourselves through different media via television, print, outdoor, radio and online campaigns, etc. Legal standing: Respected across the corporate world, both nationally and internationally. Product & Services Country-specific Sim Cards Matrix provides country-specific mobile connections that enable international travelers to enjoy the services provided by the local network of the country they are travelling to at the most economical tariffs and give them the convenience of getting a local post- paid number before departure. Matrix adds value to the customer at various levels. Matrix customers enjoy huge savings as compared to using international roaming solutions from local Indian operators. By customizing
- 18. 18 the tariffs and introducing product innovations like data bundling with Voice SIM cards, Matrix provides the customers with a multitude of options suiting their needs. The customers also get the SIM/Data cards delivered at their doorstep before their departure. We, at Matrix, act as your Telecom Consultant and suggest you a communication solution that best suits your needs. We partner with international networks in over 30 countries such as T- Mobile in UK, AT&T in USA, Vodafone in New Zealand, O2 in Germany, etc. We offer mobile connectivity with local numbers in the following countries: Argentina Australia Belgium Brazil Canada China France Germany Greece Hong Kong Holland Israel Italy Japan Malaysia Mauritius Mexico New Zealand Singapore South Africa South Korea Spain Switzerland Sri Lanka Taiwan Thailand Turkey U.A.E U.S.A U.K Benefits of Matrix Sim Cards Local post-paid mobile number of the country you are travelling to before your departure from India Savings on international roaming bills on voice SIM cards Free incoming calls in most countries Billing in Indian rupees Delivery anywhere in India Country-Specific Data Cards Get instant access to internet and corporate applications with the Matrix country-specific data cards. These data cards give you the freedom to work wherever and whenever you want, when travelling abroad. Plug in the Matrix international data card to use the fastest available connection with a maximum speed of up to 3.6 Mbps. These Data cards are available for
- 19. 19 Australia Europe, USA & UK Holland Spain UAE Belgium France New Zealand Sri Lanka UK Brazil Germany Singapore Switzerland USA China Malaysia South Africa Thailand Global Benefits of Matrix 3G data cards Cost-effective: Economical than using Indian data cards abroad Convenient: freedom to connect; anytime, anywhere Excellent network connectivity Billing in Indian Rupees Beside this, those who go globe-trotting can have the Global SIM card that can be used in over 40 countries, and Global 3G data card that can be used in over 260 countries; that keep you connected regardless of any geographical boundaries. Matrix Forex Card Matrix Forex card offers convenience and hassle-free solution to the travelers and it’s accepted by the wide network of more than 1 million visa atm’s and 27 million merchant establishments. Matrix forex card is available in 8 currencies (US Dollars, Pound Sterling, Euro, Australian Dollars, Canadian Dollars, Swiss francs, Singapore Dollars, and Japanese Yen). Load your card with the currency of your choice before you leave India and enjoy the benefits. Matrix forex card is valid for two years and can be reloaded as per RBI guidelines under FEMA. You can use your card at ATM’s 24-hours a day but points to be remember ATM will have daily withdrawal limits and will vary from bank to bank Certain banks take additional charges for cash withdrawal Please always choose ‘Credit’ option while using the card This card cannot be used for withdrawing cash in India, Nepal and Bhutan
- 20. 20 Use in Internet Matrix forex card can be used for online transactions. To activate the card followings steps to be taken: Log on to www.icicibank.com Click on travel card Click on login for travel card customer Log in using 16-digit card no and internet password Activate the card for e-commerce transaction Matrix refund process after travelling back to India In Case of Card: A request in writing from the customer is required to refund the balance currency in the card. This can be done on email mentioned at the time of loading the card Thereafter his balance is checked through online access provided by the bank Amount of balance currency as converted into INR using rates applicable as on date as declared in rate card Encashment certificate is prepared in two copies- white and yellow Cheque is sent to customer along with two copies of encashment certificate, business reply envelope and covering letter requesting customer to sign the yellow copy of encashment certificate and return it to us in BRE Matrix Travel Insurance Attention Global Traveler! Matrix introduces International Travel Insurance to ensure you enjoy a safe and hassle-free travel on your next trip abroad. It covers you from medical assistance, cash less claims when abroad, medical evacuation and Repatriation, loss of baggage and passport, emergency flight cancellations and more when you are abroad. So whether you’re planning a quick get-away to the beach or mountains, a dream holiday of a lifetime, or an overseas business trip, Matrix International Travel Insurance can be a wise investment that can save you money and provide you with peace of mind.
- 21. 21 Also enjoy a host of other benefit such as • Medical Cover ranging from Rs.30 lacs to Rs.3 crore • Cash less claims when abroad • OPD cover also included for common ailments • Hospital Network in over 200 countries • Medical Evacuation and Repatriation Included • Worldwide Assistance 24X7X365 • Schengen Compliant Plans VAT If you buy goods or services for business in the UK & Europe, you may have to pay VAT on them. VAT on services generally accounts for approximately 20% of the invoice amount, in UK & some EU countries. Two types of VAT Matrix have, Personal VAT, Business VAT. Business VAT VAT paid on goods and services consumed on international business travels, in certain countries can be reclaimed. Business travel expenses that are eligible for reclaiming VAT, amongst others, include: Hotel & accommodation, Restaurant meals, car rental, petrol, trade fairs etc. Benefits Easy Reclaims- filling reclaims is very easy- matrix will handle the required paperwork Save on business travel expenses Increased cash flow Access to global network for processing TAX Assured International VAT compliance Reclaim Process The following documents are mandatory- Original invoices, Receipts, Vouchers Tax Residency Certificate Letter of Authority Purpose of visit
- 22. 22 The followings are coming under VAT Hotel and Accommodation Restaurant Meals Telephone Bills Exhibition, Event and Conference Costs Trade Fairs Marketing and Promotional Costs Car Rental (but please note that you can only reclaim 50% of the VAT charged for hiring or leasing a motor car Petrol / Diesel, and Road Tolls Equipment and Tooling purchases Certain Professional Fees Other Goods and Services that you buy and use in the EU/UK The claimable amount can be as high as up to 25%.
- 23. 23 Distribution Channel of Matrix CellularInternational Services Ltd. Direct Sales: Our Direct sales offices are present across all major cities in India, covering over 85% of Indians travelling abroad. Agent Network: Matrix has a network of over 300 active channel partners which allows Matrix in expanding its reach and servicing customers in areas where there are no direct sales office. Airport: Our customers also purchase Matrix products and services at all major airports in the country such as Delhi, Bengaluru, Chennai, Hyderabad, Kolkata and Mumbai. Our airport counters help us address three different markets: an introduction to Matrix for first time customers walking in to the airport, a reminder for our existing customer base and a distribution point for Matrix corporate base. A Perfect Solution for InternationalTravelers Solution for Students Getting a post-paid mobile connection abroad could be a nightmare for students. They do not have a credit history in their country of stay and could end up paying huge deposits for a local SIM card. Prepaid SIM cards are also inconvenient. Students can avoid all these hassles by taking a Matrix student mobile connection before departure. We also offer special offers for parents going abroad to visit their children. Benefits of Matrix mobile connections for students: Direct sales Officers Consumer (Corporate) Direct Sales Officers Sales Agent Consumer Airport sales Officers Consumer
- 24. 24 Get the local number of your destination before your departure from India No credit history required Billing in Indian Rupees Payments can be made by the family in India Excellent tariff plans with free talk time Your identity when you are abroad: Give your number to friends, associates and while applying for jobs etc. Free itemized bills Benefits of Matrix Forex cards for students: Saddling up and travelling into a new world is always a daunting prospect. With a Matrix Forex card, students and parents can now experience peace of mind. Not only does the Matrix Forex card empower students to be financially independent but its instant reloadable facility ensures parents that their kids never find themselves in a cash strapped situation waiting for wire transfers. Solutions for Corporate Travelers Matrix enables you to stay connected to your business when you are travelling overseas. We offer a full range of voice and data solutions that are tailored to fit the specific needs of our corporate clients. Our range of services enables the business travelers to communicate effectively with their customers, suppliers and business partners. It helps them respond faster to competition, as well as ensuring optimum processes and efficiency. Benefits of Matrix mobile solutions for businesses: Personalized account manager Range of customized tariff plans Savings on international roaming expenses Free itemized billing Bill payment in Indian Rupees Excellent quality of network coverage 24x7 customer support Benefits of Matrix Forex card for businesses: Avoid foreign exchange fluctuations Reloadable anytime, anywhere
- 25. 25 E-commerce transactions – The card can be used for online purchases/transactions. E.g. paying bills, buying air tickets etc. Online access to your card account Insurance cover We understand that the needs of every business are different, so we never suggest a one-size-fits- all system. We work with each of our clients to identify their specific needs, and then create an effective solution that can be scaled, adapted or migrated as the business changes. Solutions for LEISURE travelers Going for a vacation, Matrix has just the right thing for you to stay connected to your family and friends back home as you go on a break from your hectic work schedule. We, at Matrix provide you with cost-effective communication solutions that ensure that you can spend all that money not on your escalating bills, but on you’re shopping, eating and site-seeing. Benefits of Matrix mobile solutions for leisure travelers: Get the local number of your destination before your departure from India Savings on international roaming expenses Free itemized billing Bill payment in Indian Rupees Excellent quality of network coverage 24x7 customer support National Presence Matrix, with its headquarters at New Delhi, has its presence in over 40 cities. North Delhi /NCR – Delhi, Gurgaon, Noida Faridabad, Panipat Jaipur, Jodhpur Kanpur, Allahabad, Lucknow, Agra, Meerut, Moradabad Chandigarh, Jalandhar, Ludhiana, Amritsar
- 26. 26 East Kolkata, Siliguri Bhubaneswar Guwahati South Bangalore, Mangalore, Belgaum Chennai, Coimbatore, Vellore, Kanchipuram Hyderabad, Vijayawada, Secunderabad Kochi West Ahmedabad, Surat, Baroda Mumbai, Pune, Nagpur, Aurangabad Indore InternationalPresence Matrix has also set up its international operation in the following countries: Thailand Singapore UK Customer Segment On the basis of ownership of payment of the bill and agreement with Matrix, the customer is classified in the following segments. 1. Individual(short term and student connections) 2. Corporate
- 28. 28 Inventory Management Inventory Available in Stocks Sim Cards Handsets Data Cards and Data Equipment The Sales Executive finales the customer requirements and raises a stock requisition in MBE The Branch Stockiest checks for the availability of the required product If the product is available, the stockiest would check the stocks, if the product clears the basic check; the Branch Stockiest prepares the challan out, packages it and then hands it over to the Sales executive with a sign off on the challan out document Inventory Management Challan In Stock Transfer Purchase & Replacement Sim Pickup Reports Challan out
- 29. 29 If the sim is not available, Branch Stockiest escalates the request to the team leader- stocks to arrange the stocks from other locations or through the pickups. Inventory can be sent by one branch to another branch directly Generally head office feeds the branches for new stocks or addition to the stocks Few locations have stocks at the airport counter as well. The branches are HO, Mumbai, Bangalore, Hyderabad and Chennai Stocks Flow- Process Process Description: Inventory management is as proactive process of forecasting stock requirement by country & branch and ensuring same is available. Central stocks purchase the cards from network The same is distributed across all the branches as per requirement Stock Challan out Delivery Pickup Dt. From client On hire Dt. off hire Dt. Requested collection team to collect card Number transferred to lost Stocks collected from the client Tele calling for pickup Order for replacement Pickup requests by other sources Stock collected from the clientChallan in
- 30. 30 Each branch picks the cards from customers and make them available for the next sale in their branch Stocks are transferred from one branch to another as per the requirement or demand for country wise or network wise Do’s While sending request to networks for service activation or suspension of any number ensure the number is correctly mentioned else may lead to inconvenience for someone else’s customer Always ensure for any stock request a corresponding requisition is posted in MBE Ensure challan out signed copy is immediately returned to stock team after taking the physical stocks For any bulk stock requirement ensure the stock team is informed well in advance Any stock appearing challan out has to be returned back to stock team within 3 days if the same is not been sold to the customer If sim card is misplaced by executive the same needs to be immediately notified to networks for suspension of services and to stock team for debit note The CAF form needs to be complete with all correct details of the customer. Else this may lead to delay in sim pickups or refund or bill deliveries further leading to customer dissatisfaction Don’ts Do not issue sim cards directly to second customer from first customer, without checking the latest status from stock team No verbal challan in and out or stock transfer to be requested. Any such request has to come on e-mail with exact date and time details for processing these transactions Handsets challan out for customer request should not be used by executives without prior approval Avoid wastage of CAF forms Do not rate the stock in between two executives as may lead to mismatch of transactions Avoid collecting credit card going to expired within 1 month
- 31. 31 Telesales Key Process Generation of Database a) Inbound b) Outbound(tie-ups/ existing database) Database Cleaning and Uploading into Lead Management Portal a) Database cleaning i. DND, De-duplication, incorrect numbers ii. Profiting of usable data base b) Database uploading Tele-Calling a) Allocation of database b) Usage of MBE/MACC c) Tele-calling by agents Lead data sourcing Data upload Appointment generation Appointment visit Appointment closure/loss Fulfilment Lead closed
- 32. 32 d) Performance assessment Transfer of Appointment Data to Sales a) Allocation of appointment leads to respective BDE’s b) Extraction by BDE’s of their appointments list and printout taken Appointments/Sales Visits and Closure a) Finalizing/validating appointment by location coordinator b) Visit by BDE to the respective customer c) Reporting back the conversion to telesales(lead portal) with CAF details and feedback quality check(sales calls/appointments) Fulfilment a) Creation of requisition b) Assignment of stocks- sim, handset, data card, charger, help manual c) Challan out identified stock d) Delivery of stock to client e) Acknowledgement/receipt by customer
- 33. 33 CAF’s must have Don’ts 1. Minimum one alternate contact number 2. Sim delivery date 3. Sim pickup date 4. BDE signature 5. Account code in case of existing customer 6. The below mentioned check boxes are to be filled by the BDE: Individual or corporate Bill mode Bills to be send to MOP 7. Network name 8. For corporate cases, authorized signatory’s name and designation 1. Pre-authorization not required for clients who have taken minimum 3 connections in post and have cleared the payments 2. Not to accept CAF’s where security deposit waiver is not approved by ZM/BM in case of direct sales and by head alternate channel in case of DSA sales 3. Unsigned photocopies of documents will not be acceptable for existing customers Billing Overview The billing team is responsible for converting the CDR’s received from the various networks into itemized bills for individual clients. The process also includes resolving billing discrepancies with the help of the network and branches Process Overview The networks send the CDR’s to the billing team at the end of the billing cycle The billing team needs to provide the MATRIX tariff for incoming calls, outgoing calls, SMS and roaming charges Subsequently, if there is a change in the tariff, the IT team is asked to incorporate those changes and then the billing team imports it into MBE After importing the bill, the billing team checks for any discrepancies namely rate mismatch, assignment mismatch, sheet mismatch. Once the discrepancies are resolved, the billing team runs the billing
- 34. 34 This involves the assignment of rate plans to the different numbers and generating customer specific bills The billing team then checks for the post billing queries and when the quality checks are successful then the bill are finalized The billed amount is posted in the account ledger of the respective clients and bills are uploaded on the matrix website An SMS alert is sent to the client informing that the bill has been generated and can be viewed on the matrix website Electronic copies of the bills are sent to the clients Credit control department is informed about the finalization so that the credit card charging can happen Hard copies are sent6 for printing Billing Format Customer Detail- This section will have the customer name, user name, address and contact details of the client Account Details- This section will have the following details: Account Code: The relationship number with Matrix Matrix No.: Matrix mobile number Country: Country for which the sim card was hired Agreement No.: Contract number of the sim/data card Bill No.: Invoice number Bill Date: Date on which the bill was generated Due Date: Date by which the payment need to be made Payment Mode: Mode of payment opted for the contract Bill Period: Period of calls being billed Tariff Details: this section will have the following details Line Rental: Rental charge for the services used as per the tariff opted Data/Blackberry/Text/Vas Pack: This is the charge for any value added pack opted by the customer Usage: Charges for calls/text/GPRS services used Rate Plan Discount: Discount applied on calls as per the tariff plan opted Promotion Discount: Discount applied on calls as per applicable promotion Matrix Contact Information: This section has the Matrix website address, the contact number for customer care and the email id for the customer care department
- 36. 36 Credit Control Operation Objective Collection of billed invoices as soon as possible and thereby reducing debtor’s days Monitor and reduce company’s exposure in terms of unbilled amount Focus on acquisition of secured business The function is divided in following parts: 1. Tele-calling 2. Credit card charging 3. Unbilled usage monitoring 4. Branch collection 5. Collection agency 6. Low value process Tele-calling: Tele-calling team is operating from the HO whose primary function is to contact customers through outbound calling and also through emails/SMS’s. Recently billed yet unpaid accounts are followed by them. Credit card charging: Unbilled monitoring team takes necessary action as per the credit policy on the information uploaded daily on Matrix’s billing system. The information contains details of recent usage done by customers while abroad on hot billing networks. Unbilled usage monitoring: Payment gateway services are used for charging the billed amount from a customer’s credit card, details. The credit card details are provided by the customer at the time of filling the CAF form. This is a secured internet based service for bulk payment. Alternatively, in case we are unable to charge the amount through gateway we charge it manually using EDC machines from various banks. Branch collection: The branch collection team is further segregated in four regions namely West, South, and North and ROI. Each of these regions is headed by a credit manager. The concept of regional team members is to ensure collection, key account management and query redressal through personal visits. Corporate and high value accounts are allocated to regional team members for better coordination and visits.
- 37. 37 Collection agency: Matrix has hired collection agencies to collect high outstanding. These cases are allocated wherein our inhouse team is unable to collect due to certain reasons. The benefit of personal visits in better resolution and higher collections. Low value process: Matrix has setup a separate team of tele-callers to contact customers whose billed amount is low value as compared to our average ARPU. Herein the count of cases is very high vis-à-vis the value. Special team and focus helps us to collect from them. Along with tele calling we undertake mass email activity to reach out customers soliciting them to pay at the earliest. Mode of Payment for Invoices Customer while taking matrix connection has to opt for mode of payment. Options available to a customer are dependent on the hot billing/non-hot billing network taken by him/her. Mode of payment is as follows: 1. Credit Card 2. Cheque
- 39. 39 Sales Management The Matrix Advantage Enormous savings on international roaming expenses Seamless connectivity by partnering with the biggest international network like AT&T, T-Mobile, Orange, Vodafone, Singtel Etc. Convenient payment option through credit card Pay bills in Indian Rupees Itemized invoices sent through email Online bill viewing and payment via gateway Local post-paid connection, so no hassle of credit top ups Pre-activated connection before you fly out and delivery anywhere in India No unwanted calls at awkward hours, with Matrix country specific sim cards Free incoming calls in most countries, unlike that in international roaming 24*7 customer support available on a toll free number Matrix 3g Data Card Matrix 3G Data Card Cost Effective Seamless Connectivity Top Speed Sim Based Technology Convenient to Carry Simple to Use
- 40. 40 Sales Process (TAB) Signing Up a Customer Step 1: Ask customer to sign up the CAF form Step 2: Attach copies of: Valid passport Valid VISA/ E-Ticket Tariff Sheet Credit Card Step 3: CAF entry in TAB Step 4: Take an authorization on the customer’s credit card Step 5: Submit the original documents to the sales coordinator, if any. Cold Calling Stock Requisition Challan Out Stock Handover to Customer CAF Entry in TAB
- 41. 41 Channel Sales Like every other organization, Matrix’s sales team has also been divided into 2 verticals, direct and indirect. Indirect sales known as Channel Sales. Here Matrix has a tie-up with various international air ticket agencies, VISA agencies, International hotel booking agencies, travel partner Etc. Channel Business: These are individual or non-individual business associates (mostly travel agents/telecom DSA’s etc.) who are present in the open market. They act as the interface of the company in acquiring customers and in return they earn commission from Matrix Why Channel Business: Direct sales team has its limitation in terms of reach and penetration. Under this situation any growing organization looks for controlling the fix cost an increase its revenue via variable payouts and that is when the channel business comes into play. This also ensures that the organizational reach towards the customer is increased unconditionally. Benefits of the Vertical: It is a completely variable model and payouts are made only based on revenue and productivity thus making this a more profitable model as far as the organization is concerned. Basic Role of Channel Team across Levels: Identify channel partners who have market goodwill, credibility, business mentality, ability and willingness to grow and learn with the organization. Once identified the right channel has to be enrolled with the company by signing an agreement and formalizing the relationship. Job of Channel Manager after Enrolled: The channel manager has to ensure that the channel is communicated about the organizational goals and shares the commercial prospective with the partners. Driving sales, delivering services and keeping relationship with the channel as well as the customers are also some of the responsibilities of a channel manager.
- 42. 42 Role towards the Channel: As a channel manager we have to ensure that channel’s business remains profitable. This ensures that the partner continues to work with us closely and has his interest intact in us and vice versa. Key Role and Responsibilities in Channel Business: In this business, everything isn’t about commercials; this business runs on relationship and hand holding with the channel. The role of a channel manager is to ensure that he/she works closely with the channel and participates/ contributes towards his growth.
- 44. 44 Research Methodology ResearchObjective: Determine factors which influence buying behavior for Matrix Cellular International Services Ltd. through an exploratory and a primary research. To find the reasons for their willingness or non-willingness of matrix user to switch to other brand ResearchHypothesis: The collected attributes from descriptive research has no significance impact on the buying behavior for Matrix Cellular International Services Ltd. If the eigenvalue of the attributes > 1, then only attributes will be chosen as an influential factor of buying behavior for Matrix Cellular International Services Ltd ResearchDesign: To know about the present condition and status regarding particular item or group of items, descriptive research is conducted. The descriptive research is description of the state of affairs as it exists at present. As the result we were required in analytical form. The survey was conducted using questionnaire & interview method. By using this methods, we found the present situation and the findings and its analysis is described in the further parts. Sample Design: Sampling Technique: The following sampling technique has been taken CONVENIENCE sampling SIMPLE RANDOM sampling Sample Size: The sample size taken to conduct the survey was 134 Sample Location: The survey has been carried out in Pune city
- 45. 45 Data Collection Instrument: For my study I have used a set of questionnaire as my data collection instrument. That help me to collect a good number of data about the Investment pattern of people of Pune city. Measurement & Scaling Techniques Sampling: Likert scales has been used to determine the satisfaction label of consumer. Multiple Choice Question Sources of Data Collection: The collected data is primary in nature i.e. the first hand data, as there is a better scope of getting required information and also it is in the form that we want. For the purpose of collecting data, questionnaire method was adopted. Primary Data: The primary data in my study is all about the answer of my questions that have been I asked to the respondent. Secondary Data: Secondary data in my study is about all details of sector and company. Statistical Tool Used: To measure the level of satisfaction Factor Analysis method have been used with help of Excel and SPSS (Statistical Package Social Services) software.
- 46. 46 DATA ANALYSIS
- 47. 47 Data Analysis & Interpretation Total Variance Explained Component Initial Eigenvalues Extraction Sums of Squared Loadings Rotation Sums of Squared Loadings Total % of Variance Cumulative % Total % of Variance Cumulative % Total % of Variance Cumulative % 1 2.669 22.239 22.239 2.669 22.239 22.239 1.936 16.134 16.134 2 1.680 14.004 36.243 1.680 14.004 36.243 1.932 16.098 32.232 3 1.492 12.434 48.677 1.492 12.434 48.677 1.764 14.700 46.933 4 1.109 9.242 57.920 1.109 9.242 57.920 1.318 10.987 57.920 5 .984 8.200 66.120 6 .781 6.509 72.629 7 .735 6.123 78.752 8 .673 5.606 84.358 9 .571 4.755 89.113 10 .520 4.335 93.448 11 .450 3.747 97.195 12 .337 2.805 100.000 Extraction Method: Principal ComponentAnalysis. There Are 4 major factors that influence the buying behavior of the consumers for Matrix Cellular International services Limited. Where the % of total Variance in the data that is cumulatively explained by the extracted Factors is 57.920 %
- 48. 48 Rotated Component Matrixa Component 1 2 3 4 @1NetworkConnectivity .114 - .063 .761 - .063 @2PriceofSimCard .420 - .147 .467 - .225 @3SpecialOffers .754 - .040 .181 - .004 @4DataPack .615 .265 .245 - .162 @5TariffPack - .015 .224 .683 .098 @6RoamingFreeFacility .125 .013 .108 .705 @7BrandImage - .024 .685 .122 - .282 @8AvailabilityofSim .370 .643 - .103 .211 @9BillingAccuracyForPostpaidOnly - .228 .035 - .073 .711 @10CustomerServiceFacility - .050 .453 .538 .284 @11PoliteBehaviourofEmployeesFeelValue .082 .815 .089 .125 @12PromotionalActivity .765 .174 - .262 .065 Factors Table: Promotion Value Connectivity After Sale Service Promotional Activity Polite Behavior of Employee Feel Value Network Connectivity Roaming Free Facility Special Offers Billing Accuracy for Post-Paid
- 49. 49 Promotion Vs. Value Attributes X Axis Y Axis Special Offers .754 -.040 Promotional Activity .765 .174 Polite Behaviorof Employee Feel Value .082 .815
- 50. 50 Promotion Vs. Connectivity Attributes X Axis Y Axis Special Offers .754 .181 Promotional Activity .765 -.262 Network Connectivity .114 .761
- 51. 51 Promotion Vs. After Sale Service Attributes X Axis Y Axis Special Offers .754 -.063 Promotional Activity .765 .065 RoamingFree Facility .125 .705 BillingAccuracyFor Postpaid -.228 .711
- 52. 52 Value Vs. Connectivity Attributes X Axis Y Axis Polite Behaviorof Employee Feel Value .815 .089 NetworkConnectivity -.063 .761
- 53. 53 Value Vs. After Sale Service Attributes X Axis Y Axis Polite Behaviorof Employee Feel Value .815 .125 RoamingFree Facility .013 .705 BillingAccuracyFor Postpaid .035 .711
- 54. 54 Connectivity Vs. After Sale Service Attributes X Axis Y Axis NetworkConnectivity .761 -.063 RoamingFree Facility .108 .705 BillingAccuracyFor Postpaid -.073 .711
- 56. 56 Observation At the time of my SIP I have visited 143 clients, regarding sim delivery and closing. At that time I have observed plenty of things. As I was in DSA team most of them preferred Pre-paid sim card rather than chosen post- paid sim. This is might be some billing issues regarding their previous deal. During my SIP time I have faced some difficulty when pitching customers for post-paid sim card. Basically DSA team deals with customers who are going abroad only for their individual purpose or vacation purpose. The revenue earned by the DSA team comes from the Pre-paid sim, whereas Most of the revenue earned by the DST team comes from post-paid sim. 34% 66% Sim Preference Post-paid Pre-paid
- 57. 57 At the time of paying cash, most of the clients have chosen cash option as the mode of payment. I have observed that 70% of clients which I have visited were preferred the cash option as the mode of payment. That not means that 70% of clients always preferred the pre-paid sim card, rather than chosen post-paid sim card. 20% of clients have chosen credit card option as the mode of payment, because they have taken the post-paid connection. So, for the billing purpose they have to submit their photocopy of credit card. 10% of clients have chosen the other mode of payment like company undertaking. This types of clients are going abroad for their company purpose. In 70% of clients, some clients have taken the post-paid sim, but instead of giving credit card or company undertaking, they used to give cash as a security deposit for that post- paid sim. 20% 70% 10% Credit Mode Credit Card Cash Other
- 58. 58 During my SIP time I have faced some frequent asked question from the side of customers, and I have answered those questions as follows, 1. When will I receive my bill? Check the billing cycle of that particular network and inform the same to the customer. 2. Why has a specific amount been blocked against my credit card, evenbefore my bill was generated? It is only an authorization which we are required to take, as a company policy, as stated on the CAF. 3. 3How can I change my tariff plan? Advise the customer that his request will be processed shortly and would be effective from the next bill cycle. Send in an email to the support team to process the request. 4. What should you do by taking my credit card copy? As per the billing cycle, when your bill will come then the billing amount will automatically deducted from your credit card. 5. When should I receive the refundable money? As per the billing cycle, when your bill will generated then company will cut the billing amount from your security deposit, then rest of the amount will be sent by post to your postal address within 6o days.
- 59. 59 Findings & Suggestion Findings Matrix has a very wide brand name with lots of loyal customer. Customer preferred more Matrix sim rather than its competitor’s sim card. Most of the business comes from sim card. Sale of Matrix forex is comparative low rather than other forex company. The main reason is roaming free, which attract the customer more. Demand of country specific sim is more rather than global sim. Executive’s polite behavior feel extra value from the side of customer. Due to credit card policy for the post-paid sim, might lose some customer’s trust. Wide variety of product is a competitive advantage for the Matrix Cellular. Itemized billing concept gives an extra trust to the customer. Suggestion Matrix should introduce new innovative way instead of taking credit card for billing purpose. Employees of Matrix basically focused on selling sim card, they should focus to sell other product also like travel insurance, VAT etc. beside of selling sim card. Sometimes matrix sim card does not work properly in abroad. The network team should work more to fix this problem. Matrix forex exchange is much higher than other forex company, because the forex business is under a third party organization. They should try to get license directly from the RBI so that the exchange rate comes low. Matrix should introduce more country specific plan, so that customer will be more comfortable to choose plan. They should do more promotional activity so that the customer know about their special offer.
- 60. 60 Learning Outcome The selling procedure of DSA team, how they deal with the customer. Converting the generated lead by doing cold calling. Understood the channel concept in respect to International sim card business. How to interact with channel partner for getting more business. Understood the pitching procedure about the product of Matrix Cellular. Got vast knowledge about the product portfolio of Matrix Cellular. How to create new channel partner for expanding the business further. How to handle the customer’s query by giving them polite behavior. Approaching style to a customer for up-selling & cross-selling. How to create bonding with customer for future business. Came to know about the geography of Pune City.
- 61. 61 Conclusion This two months of my SIP I have learned lots of things. During this time I have felt that in international sim card segment Matrix Cellular is the market leader. No one of its competitors are not able to touch them. I have felt that the product variety of Matrix is one of the great reason behind their success. As I was working with DSA team, I have found that most of the selling product is pre-paid sim card. The behavior of employees towards the customer is very pretty. The operation of Matrix Cellular is more convenience for the customer. I also have found some difficulty during the time of pitching of post-paid sim. I have realized that most of the customer tend to avoid the post-paid connections because of the billing issues, because they thought that there may be some unwanted billing amount will arise against their Matrix mobile number. The credit card issue may not be reliable from the side of customer. According to me the most selling country specific sims are Malaysia, Thailand, USA, UK, Europe, Germany, UAE. The average earning amount of DSA team is near about Rs. 35000- 40000. During this time I have seen that sometimes there was a network issue raised when the customer was in abroad. This might be one of the reason to lose its customer. According to me the network team should work on it to fix this problem.
- 62. 62 References To write this SIP project report I have taken help from these following two books: Marketing Management (14e) by Philip Kotler, Kevin Lane Keller, Abraham Koshy, and Mithileshwar Jha. Sales and Distribution Management by Krishna K Havaldar and Vasant M Cavale. For the following websites, I have taken reference: www.matrix.in www.ibef.org www.econoctimes.com www.abiresearch.com/press/global-sim-card-market-reaches-52-billion-units-in www.abiresearch.com/press/abi-research-anticipates-growth-global-sim-card-in www.prnewswire.com/news-releases/smart-cards-market---global-industry-analysis-size- share-growth-trends-and-forecast-2016---2023-300229875.html
- 63. 63 Appendices 1. Name: ________________________________ 2. Score the attributes given below in the scale of 1 to 5 based on their influential ability on purchasing Matrix International Sim Card (1 = Strongly Agree, 5 = Strongly Disagree) Attributes 1 2 3 4 5 Network Connectivity Price of Sim Card Special Offers Data Pack Tariff Pack Roaming Free Facility Brand Image Availability of Sim Billing Accuracy Customer Service Facility Polite Behavior of Employee Promotional Activity