PROJECT REPORT ON

Roshan

DONE BY: Ramin behzad Roll No 34

RoshanBackground

The word "Roshan" means "light" in both of the national Afghan languages.

Is the leading GSM mobile provider and largest telecom operator in Afghanistan.

The company commercially launched on July 27, 2003. 3.4 million active customers. 41% of the market.

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Shareholders

The Aga Khan Fund for Economic Development (AKFED) – 51% Monaco Telecom International (MTI) – 36.75% TeliaSonera AB – 12.25

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Vision:

staying in touch with family, making new friends as they go, as well as developing new interests. Innovative technologies will open up fresh opportunities across the globe, allowing the supply of new goods and services to everyone who wants them.

Mission:

The mission is to extend people’s reach. At Roshan, they are actively developing advanced networks that will enable people to develop, to learn and to grow.

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The Values Openness:

As a company, it is welcoming, sociable, and friendly to customers, suppliers, and employees.

It deals with people in a clear, direct way and is always honest and fair in business dealings.

Enablement:

Its aim is to open up opportunities and to actively help people reach their goals. It always delivers what it says it will

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Products and services

Aali (SIM) targeted to the mass market. (Discounted Family & Friends Rates).

Saadat (SIM) customized for the business market, bonus on all calls.

Yaaran (SIM) customized for Afghan youth. discounted rates on SMS messages.

Public Call Offices (PCOs) Over 4,665 PCOs are operational across the country.

SMS/ SMS Voting National, International, and roaming text message service

General Packet Radio Service (GPRS)

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Awards and recognition

• Best GSM Marketing Campaign, Cannes, February 2005

• Best Telecom Brand of the Year, Dubai, September 2006

• Best Operator in a Developing Market, London, November 2006

• Special Recognition for Excellence in Corporate Philanthropy, New York, February 2007

• Customer Service Provider of the Year

• Best Corporate Social Responsibility Contribution

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Marketing Department

Roshan’s marketing are segmented as below

Product Pricing or tariff plan M- commerce Communication and sponsorship International rooming

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Marketing Mix for Roshan Services

Product Mix: The telecommunication companies in general develop the products by providing some

new offers or features in them so that they stand unique in the competitive service market. Under this section will be all the different products offered.

Promotion Mix: In the formulation of marketing mix, telecommunication professionals also blend the

promotion mix in which different components of promotion such as advertising, publicity, sales promotion, word of mouth promotion, personal selling are given due weight age .

Price mix Pricing policy of Roshan is considered important for raising the number of customers

and subscribers, prices are flexible as per the market conditions.

Place mix: Roshan’s services are sold through the retail outlets and shops, the services are

available all over the country.

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Competition

Major competitors include Etisalat, MTN/Areeba, Afghan Wireless.

• Oligopoly competition: - Since telecommunication services which are offered by the companies to customers are similar, so the only way to gain an advantage over the competitors is by marketing mix which will let people know about the brand and secondly by providing some more benefits which others don’t provide(USP).

• Challenger: - Roshan is a market challenger for the competitors since it has the best technologies, the best experience and is offering services in lower prices than its competitors

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SWOT Analysis of Roshan (M-Paisa)

Strengths:

Brand name. Strong financial backing. Equipped with the latest technology.

Weaknesses:

Inexperienced and untrained staff in agencies. Not sufficient number of branches all over the country. No proper Promotions. Not enough Research and Development

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Opportunities

Untapped market. Approaching to ministries for paying their employees salary through M-Paisa. The product is innovative. Growth of business in Afghanistan

 

Threats

Experienced players (Financial Banks) in the market. New entrants. Political situation of the country. Documentation is not there

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M-Paisa

What is M‐PAISA?

• M‐Paisa is an innovative mobile payment solution that enables customers to complete simple financial transactions in a secure, easy and fast way including person to person money transfer.

• in partnership with Vodafone, launched M-Paisa,

• It launched in February 2008

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 What are the benefits of M‐Paisa to customers?

• Makes it easy for customers to transfer money .

• Send money to your family and friends .

• Top up your prepaid airtime credit using money in your M‐Paisa account. You do not need to purchase a scratch card and can top up anywhere.

• You can pay your microfinance loan without having to travel to the bank .

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Research Objectives:

• The objective of conducting my project in Roshan Telecommunication is to find out the customer's satisfaction for M-Paisa.

Further objectives are listed below

• To study consumers’ preferences towards the product.

• To find out the way to increase the sales of this product.

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Sampling Design

• Total of 100 respondents were targeted as a sample from total population of M-Paisa customers.

• The respondents are currently holding M-Paisa accounts.

• The respondents were randomly chosen from the list provided .

• The target respondents consist of customers with different backgrounds.

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Research Design

A questionnaire consist of 12 questions was designed and given to the respondents to fill out.

Data collection All primary data was collected through personal visits with the respondents

in the agencies by the researcher. The secondary data source were internet, magazines, Brochures.

Data Analysis The data which was gathered after the survey was done is being analyzed in

form of Pie charts and bar graphs. And the data received from personal interactions of the respondents are shown below these graphs.

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75

15

82 0

0

10

20

30

40

50

60

70

80

Under Graduate Graduate Professional Post Graduate PHD

Educational qualification

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3

64

20

0

13

0

10

20

30

40

50

60

70

Student Business Employee Professional Others

Profession

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68

32

0

10

20

30

40

50

60

70

80

Yes No

Bank Accounts

Yes

No

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25

05

70

0

10

20

30

40

50

60

70

80

Fast transmission Low cost Personal Perception Need to send money

Why M-Paisa?

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8

63

3 48

2

12

00

10

20

30

40

50

60

70

Friends TV Magazines Brochures Radios Internet Agents Others

Sources which Provided the Information

Friends

TV

Magazines

Brochures

Radios

Internet

Agents

Others

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1518 17

8

35

7

0

5

10

15

20

25

30

35

40

Friends TV Radios Internet Agents Others

Advices Prefered for having M-Paisa

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22

10

04

20

0

44

05

101520253035404550

Why People selected Roshan for M-Paisa

Brand and experience

Flexibility in the market

Returns and risk covered

Investments

Services

Low Tarrifs

Promotions

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9

20

65

60

0

10

20

30

40

50

60

70

Definitely will recommend

Probably will Not sure Probably will not

Definitely will Not

recommend

Likelyhood of customers to recommend M-Paisa for others

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3

14

21

40

5

17

0

5

10

15

20

25

30

35

40

45

Money Transfer

Deposit Withdraw Agents Air time Purchase

No Problem

Problems faced with M-Paisa

Money Transfer

Deposit

Withdraw

Agents

Air time Purchase

No Problem

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20

6 6

25

4 6

15

28

47

15 13

2633

20 2024

43

25

8

41

51

1014

0

10

20

30

40

50

60

Poor

Fair

Good

Very Good

Excellent

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06

74

20

00

10

20

30

40

50

60

70

80

Very unsatisfied Unsatisfied Somewhat satisfied Very satisfied Extremely satisfied

Overall Satisfaction with M-Paisa

Problem Statement

The number of transactions in M-Paisa is below the expectation of the company.

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SUGESSTIONS

Bonus / concession for customers

For appealing the customers to do more transactions through M-Paisa, it would be better to give bonuses for customers as per the number of their transactions and its amount. And also concession in tariffs is a recommended way to promote the product

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Trainings for agents

• They should consider the following points while training the agents:

• Organization culture, purpose, and strategy: - When new agents are hired, agents should be told about to promote core mutual respect, honesty, integrity, team work, service excellence, responsiveness and responsibility on their jobs.

• Interpersonal and technical skills: - As we know that interpersonal skills are important especially when it is a service providing organization. These interpersonal skills involve body language, facial expression, attentive listing, answering customer care calls, find solution to the customers’ problem etc. All these must be explained to them in advance during the training period. Technical skills involve knowledge regarding how to handle new technology and take care of customers.

• Product knowledge: - This is the most important key aspect of service quality. Staff members must be able to explain effectively the product to customers and also know how to position the product.

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Start Making Link with the ministries:

Ministry of Defense (MOD) Ministry of Rural Rehabilitation Development (MRRD) Ministry of Economy (MOE) Ministry of Foreign Affairs (MOFA)

Service of the Roshan for M-paisa should be improved (Agents) Conducting of seminars and sponsoring of exhibitions and Events etc

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Lack of marketing toward the product. So I suggest that the company should market its brand in more

aggressive manner.

Advertising with the help of media-: Roshan should advertise this product with the help of following kinds of media such as -:

Print media like magazines Broadcast media like television Display media like putting of hoardings, banners, billboards etc.

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CONCLUSION

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