Scnvicc OcnATioNs MANAccmcNT

"AssicNmcNT oN HcTAiL MoaiLc SToncs

Subm|tted to Subm|tted by
rof M kama|akar Anudeep (1S81806S)
M 8harat (1S818068)
Dn|verce||
Landscape of the 1e|ecom market
ln Lhe early days Lhe lndlan Moblle 8eLalllng lndusLry was hlghly fragmenLed wlLh no
organlzed reLall players Moblle handseLs were expenslve (an average prlce of uSu 300 per
handseL) wlLh Lhe grey markeL players domlnaLlng Lhe markeL 1here were no branded
showrooms Lo showcase an enLlre range of producLs

1he Lntrepreneur
Mr u SaLhlsh 8abu founded unlverCell ln november 1997 selllng posL pald moblle
connecLlons as a Skycell 1eleshop (now Alr1el ConnecL) SLudylng Lhe buylng behavlor of hls
cusLomers SaLhlsh undersLood LhaL whaL consumers really wanLed was Lo make lnLelllgenL
and lnformed shopplng declslons ln an amblence LhaL comblned boLh comforL and a hlgh
degree of servlce
ln lebruary 2000 uslng savlngs and some caplLal from famlly SaLhlsh opened Chennals flrsL
largeformaL moblle reLall sLore ln an upscale locaLlon ln Chennal lndla Slnce Lhen SaLhlsh
and unlverCell have been cresLlng Lhe wave of Lhe lndlan moblle revoluLlon from Lhe
reLalllng fronL growlng and evolvlng Lo become lndlas largesL moblle reLaller and one of
lndlas besL known brands
A sLrong bellever ln mlnd share SaLhlsh 8abu has conslsLenLly promoLed Lhe unlverCell
brand Lhrough Lhe varlous mass medla avallable Lo hlm uslng a clever mlx of LargeLed
adverLlslng campalgns and promoLlons almed aL locallLles as well as generaLlons unlverCell
ls well enLrenched ln Lhe hearLs and mlnds of Lhe lndlan consumer Cne can see and feel lLs
presence Lhrough lLs large formaL reLall ouLleLs as well as ln prlnL Lelevlslon clnema
speclal evenL promoLlons blllboards and lM radlo
ueLermlned Lo Lake unlverCell and moblle phone reLalllng Lo Lhe helghLs of excellence
SaLhlsh consLanLly looks Lo lncorporaLe lnnovaLlve modern reLalllng concepLs lnLo hls own
organlzaLlon 1he serles of core lmprovemenLs lnlLlaLed flve years ago has now resulLed ln a
worldclass reLalllng organlzaLlon LhaL ls powered as much by Lechnology as by lLs people
1he foundaLlon for growLh well ln place unlverCell has lLs slghLs on repllcaLlng lLs success
an lndla 1hese same lnvesLmenLs ln Lechnology and processes have earned unlverCell Lhe
lSC 90002001 cerLlflcaLlon (March 2004) for quallLy managemenL sysLems
SLrong relaLlonshlps wlLh all Lhe manufacLurers Lhe eporLal [ wwwunlvercellln and
wapunlvercellln lLs pan lndlan presence unlverCell has been able Lo leverage efflclencles
of scale provldlng Lhe hlghesL levels of servlce and opLlons Lo consumers unlverCell
presenLlng a slngle face Lo lLs cusLomers assures Lhe same level of supporL (warranLles
servlce eLc) from every slngle ouLleL across Lhe counLry



1he Dn|verCe|| Workforce
1he ablllLy Lo aLLracL develop and reLaln a splrlLed moLlvaLed and commlLLed workforce ls
one of Lhe key reasons for unlverCells success ln keeplng wlLh Lhe moblle generaLlon Lhe
average age of a unlverCell employee ls 24 evenly dlsLrlbuLed beLween glrls and boys
lrom a Leam of flve lL has now grown Lo an organlzaLlon wlLh over 1300 employees

1he Dn|verCe|| Customers
1here are 200000 people buylng unlverCell handseLs every monLh 1hls ls Lhe hlghesL of
any reLaller ln lndla Cne ouL of every Lhree handseLs sold ln Lhe markeL ls from unlverCell
lLs currenL cusLomer base sLands aL 10 mllllon 1hls lncludes numerous celebrlLles and
oLher hlgh proflle cusLomers as well as many of Lhe Lop corporaLe organlzaLlons ln Lhe
counLry

1he unlverCell ulfferenLlaLors
unlverCell havlng Lhe flrsL mover advanLage has ploneered lLs way Lhrough Lhe moblle
lndusLry
O 1he flrsL moblle reLaller Lo provlde 8lll warranLy on every purchase
O 1he flrsL moblle reLaller Lo lmplemenL 1ouch leel concepL
O xchange offers
O asy lnsLallmenLs0 lnLeresL qulck loan approvals
O nowledgeable sLaffgroomed ln cusLomer servlce and sofL skllls
O 8esL AfLer Sales Servlce
O ;uallLy ManagemenL process lSC 90002001 cerLlfled
O Cne sLop shop for moblle needs
O Moblle phone eshop wwwunlvercellln
O Moblle verslon of webslLe wapunlvercellln
O ShorL code servlce SMS 33030
O uoor sLep dellvery

ow |t works
unlvercell offers Lwo Lypes of baslc servlces le
lL offers wlde range of moblles Lo Lhe cusLomers ln lLs wlde range of reLall sLores
lL allows Lhe cusLomer Lo selecL compare from wlde range of moblles and lL glves
Lhe opLlon of chooslng Lhe besL brand and moLel LhaL ls apLly sulLable Lo Lhe
cusLomer Lhrough lLs webslLe and lLs provldes faclllLy Lo order onllne
ther serv|ces offered by Dn|verce||
unlvercell also offers wlde range of servlces Lo enhance cusLomer relaLlonshlps AparL from
dellverlng value Lhrough reLall ouLleLs lL also personallzed Lhe form of servlce by oLher
servlces llke
lnsurance
Medl AlerL
;ulL smoklng
Ml
ShorL codes
lL also dellvers oLher accessorles llke speakers 8lueLooLh head seLs Memory cards
uaLa cables

lL also provldes uaLa card servlces llke 8ellance daLa card M1S daLa card AlrLel uaLa card
1aLa lndlcom daLa card eLc
lL also provldes Ma[or 8randed repald and posL pald connecLlons Lo Lhe cusLomers

Customers
CusLomers of unlvercell are Lhose who are ln need of moblle phones
CusLomers are classlfled lnLo Lwo Lypes baslng on Lhelr moblle usage
CusLomers who are newly buylng Lhe phones
CusLomers who wanL Lo upgrade Lhelr moblle phones
CusLomers are classlfled baslng on Lhelr age as followlng caLegorles
oung aged cusLomers (2130) who are more frequenL changers of moblle phones
AdolescenL aged (1720) cusLomers who buy Lhelr flrsL moblles
Mlddle aged cusLomers (3039) who don'L change Lhe moblles as Lhey geL
accusLomed Lo Lhelr used brands
CusLomers are classlfled baslng on Lhe range of prlce
CusLomers who don'L prefer cosLly moblles and make purchases ranglng beLween
19993000
CusLomers who are less prlce senslLlve compared Lo Lhe prevlous segmenL Lhelr
purchases range beLween 3000 4999
CusLomers who are noL cosL senslLlve and make purchases above 3000
CusLomers are classlfled based on Lhe feaLures Lhey wanL and Lhelr nexL frequenL use of
moblle aparL from communlcaLlon
CusLomers who prefer baslc funcLlons of moblle phones
CusLomers who use Lhelr moblles mosLly as muslc accessorles (nokla xpress Sony
Walkman)
CusLomers who use Lhelr moblles as gamlng devlces ( nokla ngage)
CusLomers who use Lhelr moblles for Lhelr buslness purposes ( nokla serles 8lack
berry)
romot|on and awareness
unlvercell creaLes awareness by appolnLlng celebrlLles as Lhelr brand ambassadors ln
Andhra radesh Lhey used celebrlLy Mahesh 8abu" as Lhelr 8rand ambassador
1hey creaLed publlclLy Lhrough Movles and by placlng hoardlngs and Lhrough desk
calendars eLc
Layouts of Dn|verce||
unlvercell belleves ln 8apld expanslon and lL has reLall ouLleLs ln seven sLaLes
O Andhra radesh
O ondlcherry
O uelhl
O arnaLaka
O erala
O 1amll nadu
O MaharashLra
lL has 81 branches ln 1amllnadu 19 branches ln erala 27 8ranches ln arnaLaka 66
8ranches ln Andhra radesh 6 branches ln MaharashLra and slngle branches ln uducherry
and uelhlrohlnl reglons

AL flrsL Lhe layouLs are conflned Lo only ma[or clLles buL laLer lL expanded aggresslvely Lo
Ller2 and Ller3 clLles



Work f|ow
Work flow ln Lhese Lypes of reLall sLores wlll be of Lwo Lypes
1) ulrecL conLacL wlLh cusLomer (Walklng lnLo reLall sLore)
2) lndlrecL conLacL wlLh cusLomer (1hrough web slLe)

ln dlrecL conLacL wlLh cusLomer Lhe cusLomer enLers lnLo Lhe sLore and Lhe sLaff ln Lhe
recelvlng counLer wlll flnd Lhe requlremenLs of Lhe cusLomer (rlce feaLures eLc) and
dlsplays relevanL producLs AfLer Lhe cusLomer prefers a producL Lhe cusLomer wlll be
gulded Lo bllllng secLlon 1here he makes Lhe paymenL and walks ouL of Lhe sLore
ln lndlrecL conLacL Lhe cusLomer wlll browse Lhe company's web slLe 1here Pe searches
compares Lhe producL wlLh oLher producLs of lLs range 1hen he selecLs a producL and
makes paymenL Lhrough elecLronlc funds Lransfer wlLhln selecLed paymenL meLhods AfLer
Lhoroughly checklng Lhe credlblllLy of Lhe LransacLlon (wheLher lL ls genulne or fraudulenL)
Lhe producL wlll be dellvered Lo Lhe cusLomer wlLhln 3 worklng days







Lx|st|ng Lay out
1yplcal sLore lay ouL wlll be as follows Cn enLrance lnLo Lhe sLore cusLomer luggage
handllng secLlon wlll be Lhere whlch Lakes care of cusLomers luggage llke hand bags Lo
provlde convenlence Lo Lhe cusLomer and Lo avold LhefL 1hen Lhe cusLomer wlll flnd dlsplay
secLlon where he flnds wlde range of producLs ln Lhe show cases 1here wlll be hoardlngs
and dlsplays promoLlng Lhe offers of varlous moblle companles and varlous servlce
provlders









1|me taken for each process
1lme Laken by Lhe cusLomer Lo selecL from a wlde range of producLs 20 mlnuLes (avg)
1lme Laken for acLlvaLlon ln case of Slm cards eLc 2 mlnuLes
1lme Laken for noLlng down Lhe baLLery number and producL number
ln case of new moblles 2 mlnuLes
1lme Laken for aymenL Lhrough cash 2 mlnuLes
1lme Laken for aymenL Lhrough deblL cards/credlL cards 2 mlnuLes




Waste t|me and Id|e t|me |n the process
ln Lhese Lypes of ouLleLs Lhe wasLage of Llme occurs ln Lhe followlng cases
O neLwork errors may consume more Llme durlng acLlvaLlon of new slm cards and
durlng recharges
O 1aklng ldenLlflcaLlon proofs from Lhe cusLomers ln case of new slm cards may Lake
more Llme such as Laklng hoLosLaL coples of ldenLlLy proofs from Lhe cusLomers and
Laklng slgnaLures from Lhem
O non avallablllLy of producLs LhaL cusLomer wanL may lead Lo Lhe same
ldle Llme ln Lhese Lypes of processes occurs ln Lhe followlng cases
O CusLomer Laklng more Llme Lo selecL wlLhln Lhe range of Lhe producLs
O Swlplng and elecLronlc LransacLlons may Lake more Llme Lhan cash LransacLlons


ur New Serv|ce des|gned from the above type of Mob||e serv|ce
out|ets
Cur new servlce of dellverlng moblle phones lLs relaLed servlces ls a unlque one lnsplred
by Lhe concepL of cusLomlzaLlon dellverlng personallzed moblle phones
ln Lhe presenL scenarlo even Lhough all Lhe ouLleLs are dellverlng so many brands of
moblles one Lhlng ls lagglng LhaL ls personallzaLlon le a cusLomer may be saLlsfled wlLh
Lhe feaLures of a speclflc moblle buL he may noL be saLlsfled wlLh some feaLures llke baLLery
backup camera feaLures Cur LargeL cusLomers are Lhose cusLomers who are noL saLlsfled
wlLh Lhelr moblles or Lhose cusLomers who wanL a cusLomlzed phone wlLh Lhe feaLures Lhey
wanL Lo sulL Lhelr requlremenLs
now |t works?
AparL from supplylng branded moblles we wlll esLabllsh our own brand (rlvaLe Label llke
CLCn" of 8lg C) and markeL Lhem ln our ouLleLs along wlLh oLher brands lor a cusLomer
who wanLs our brand we wlll ask hlm Lo Llck Lhe feaLures he wanL ln a prlnLed bookleL
accordlng Lo hls requlremenLs We wlll declde Lhe prlce of Lhe producL and lf he wanLs lL ln a
sLlll lower cosL he has Lhe opLlon Lo remove some elemenLs he Lhlnks are unnecessary ln hls
moblle Pe ls requlred Lo pay some deposlL and ln seven worklng days he wlll geL Lhe
producL he wanLs CusLomlzaLlon ls deep rooLed ln our producL such LhaL a cusLomer wlll
have Lhe opLlon Lo selecL wheLher he wanL hls moblle Lo be a uuAL SlM phone or MCnC
SlM phone Pe also have Lhe opLlon Lo selecL how many plxel camera does he wanL ln hls
phone and how he wanL Lhe dlsplay Lo be
Advantages
1here are Lhe followlng advanLages wlLh Lhls Lype of cusLomlzed servlce
O ManufacLured accordlng Lo cusLomer requlremenLs
O llLs besL Lo Lhe prlce and more value for Lhelr money
O ueslgnlng rlghL Lype of producL Lo rlghL cusLomer
O CusLomer ls Lhe only deslgner of hls feaLures
O no need of searchlng for a producL or walLlng for a new producL ln Lhe markeL