my report final
TRANSCRIPT
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A TRAINING REPORT
On
ADVERTISEMENT AND SALES PROMOTION
OF
IDEA
(Submitted in partial fulfillment of the requirement of Bachelor of
Business Administration, Distance Education)
Punjab technical University, Jalandhar
Training Report Guide: Submitted By:Name: Nisha Solanki Name: Gitesh Kumar
Designation: Enrolment No: 820121046
Specialization: Marketing
Session 2008-2011
Indraprastha Institute of Technology & Management, D-21, Institutional Area, Janakpuri,
New Delhi-110058
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ACKNOWLEDGEMENT
I wish to convey my special thanks and gratitude to my project guide helping me in
completing this assignment on Customer Satisfaction of IDEA.
The project would remain incomplete without the help of certain persons. I convey my
sincere thanks to Dr. Manabendra Adhikary for his valuable guidance. And to Mr. Jila
Singh for this valuable inputs in finding for me relevant documents in the library.
Lastly without the blessings of my parents and continuous support of my friends this
project would have remained incomplete.
I am duly grateful to all of them.
Gitesh Kumar
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CONTENTS
1. COMPANY PROFILE
2. INTRODUCTION
3. RATIONALE OF TOPIC
4. LITERATURE REVIEW
5. OBJECTIVES
6. RESEARCH METHODOLOGY
7. ANALYSIS AND INTERPRETATION
8. FINDINGS AND RECOMMENDATION
9. BIBLIOGRAPHY
10. APPENDIX
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COMPANY PROFILE
IDEA
Idea Cellular's antecedents date back to 1995, when the Aditya Birla Group and AT&T
(through Birla AT&T Communications Maharashtra & Gujarat circle) and the Tata
Group (through Tata Cellular - Andhra Pradesh circle) set up cellular networks. Both the
above companies were amongst the first company to commercially start operation in
circles other than metros and achieve financial closure in Indian Telecom industry.
In the year 2000, the historic path-breaking merger of Tata Cellular with Birla AT&T
Communications and the subsequent acquisition of RPG Cellular - (Madhya Pradesh
circle) in the year 2001 - helped take the company to aim even further and led to the
formation of Birla Tata AT&T Limited. In year 2001, company won fourth cellular
license for Delhi metro circle and in year 2002 company introduced common brand !
DEA and changed the name to IDEA Cellular Limited.
Since then, there has been no looking back for IDEA Cellular. The company launches
Delhi operations in year 2002 and added a record 100,000 subscriber within one month
of launch.
In 2003, the company achieved the largest financial closure in Indian Telecom for all its
circle. In 2004, the company entered into definitive agreement to acquire Escotel Mobile
Communications (existing operator in Haryana, Kerala and UP (W)) and Escorts
Telecommunications (cellular licensee holder for UP (e), Himachal Pradesh and
Rajasthan)
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In 2005, the share of AT&T has been taken by Aditya Birla group and raised their share
to 53%. Aditya Birla share has been taken care under the name of Indian Rayon of
Aditya Birla.
Recently in June06, the share of Tata has been taken by Aditya Birla Group due to the
regulation of TRAI. Now the combined holding of the Aditya Birla Group companies in
Idea now stands at 98.3 per cent constituted between Aditya Birla Nuvo Ltd. (35.7 per
cent), Birla TMT Holdings Ltd. (44.9 per cent), Grasim Industries Ltd. (7.6 per cent) and
Hindalco Industries Ltd. (10.1 per cent).
Idea is a leading cellular operator, with a subscriber base of over 8 million across the
country. Idea controls a portfolio of India's most attractive and mainly contiguous
properties including the 11 states of Maharashtra (excluding Mumbai), Goa, Gujarat,
Andhra Pradesh, Madhya Pradesh, Chattisgarh, Uttar Pradesh (West), Uttaranchal,
Haryana, Kerala and Delhi (inclusive of NCR). Having operations in four of the five
largest cellular circles in India, Idea is the market leader in the Maharashtra and Goa;
Uttar Pradesh (West) and Madhya Pradesh and Chattisgarh circles in terms of number of
subscribers. Idea's Delhi circle is also the fastest-growing fourth operator in the country,
which is an achievement in itself and showcases customer confidence of a high degree.
Idea covers over 3,660 small and major towns and villages along with a total highway
connectivity of over 6,000 km. There are over 380 'Idea n' U' outlets and Idea shops and a
network of over 44,000 retailers and dealers across the country.
Thanks to the frontline technology from Nokia, Ericsson, Alcatel and
SchlumbergerSema among others at its command, the company can offer its
customers extensive coverage, quality service and minimal congestion levels. The
company is the fastest growing GSM operator in its area of operation. The growth rate in
the last six months has been 85 per cent as against 84 per cent of all operators in the same
area of operation.
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Idea offers roaming across 560 operators in India and across the world. With a clear
focus on providing unique, distinct innovative and tremendously valuable
Services to the subscribers, Idea embarked upon an initiative to set up a VAS (value-
added services) factory within the company, which conceptualizes and provides tailor-
made value-added services. Idea was the first and only company to bring the concept of
Cellular Jockey to all its subscribers. Idea also launched Global SMS for the first time in
the country, which allows the users to send and receive SMS from over 540 networks and
170 countries across technology platforms like GSM, CDMA, TDMA and satellite
phones. IDEA Cellular Ltd. is headquartered in Pune.
CORE BELIEFS
The company continuously harnesses the power of wireless revolution to provide world-
class products and services. It aims at responding to customer needs proactively by
anticipating requirements and providing ready solutions.
Idea Cellular draws inspiration from the loyalty of its subscribers to keep raising the bar,
to shape the future, and to change and enrich the life of each and every member of its
ever-growing family of subscribers.
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IDEA CELLULARS MISSION
Innovate. Stimulate. Liberate...
Through continuous innovation, Idea Cellular seeks to liberate customers from the
shackles of time and space.
COVERAGE
Idea Cellular footprint idea is to first achieve critical mass, then drill deep instead of
spreading thin. Thereafter, it is ready for controlled expansion. In keeping with this, thecompany has been providing excellent service to its subscribers in various states. It
controls a portfolio of India's most attractive and contiguous telecom geographies,
including the states of Maharashtra (excluding Mumbai), Goa, Gujarat, Andhra Pradesh,
Madhya Pradesh, Chattisgarh and Delhi (inclusive of NCR). With a footprint dominating
the map of India, Idea Cellular accesses over 45% of India's total telephony potential.
With the objective of critical mass achieved, Idea Cellular turned to drilling deep
Idea Cellular Ltd is adding 400 cell sites to its present strong cell site network of 500 in
the Delhi circle. With this, the total number of Idea Cellular cell sites in Delhi and NCR
will go upto900. The addition in the cell sites forms part of Idea Cellulars ambitious
network expansion plan and is a result of the companys commitment to provide
enhanced coverage experience to its customers.
Idea is Delhis only congestion-free network and this has been made possible by
scientific network planning as opposed to the usual practice of scaling the network in
patches. Idea Cellular is Indias premier and fastest-growing cellular company, promoted
by the countrys largest business houses the Aditya Birla Group and the Tata Group
and the worlds largest telecom giant, AT&T Wireless, USA.
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Idea has a footprint in the seven states of Andhra Pradesh, Chattisgarh, Goa, Gujarat,
Madhya Pradesh, Maharashtra (excluding Mumbai) and Delhi. The company created
history when it became the first mobile telephony company in India to notch up 100,000
subscribers within just 30 days of its launch of services in Delhi.
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Idea Reaching
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SERVICES
Idea offers a wide range of cellular services and products. Its post-paid and pre-paidservices are supported by a variety of package plans to suit the needs of different
customers:
M-coupon these are electronic discount coupons that customers can get on their
mobiles which they can use is places such as restaurants and pubs.
Voice courier Idea subscribers can send messages in their own voice to select GSM
subscribers all across the country and to any land line or cellular subscriber in the US and
Canada at a fraction of STD and ISD rates.
M-Chat An instant-messaging service that enables subscribers to chat with their
friends in MSN, Yahoo and ICQ from Idea mobile (using the SMS feature). Idea's M-
chat enables subscribers to chat with all the three chat rooms, MSN, Yahoo and ISQ,
without having to tag along a laptop or computer with net connection.
SMS in 9 Indian languages Apart from English Idea subscribers can send and
receive SMS in 9 Indian languages - Hindi, Gujarati, Marathi, Bengali, Telugu, Tamil,
Malayalam, Kannada and Punjabi.
GPRS / MMS Idea Delhi was the first mobile phone operator to launch GPRS
services in Delhi. It's 3G-compatible network supports General Packet Radio Service
(GPRS), which allows subscribers to access Internet websites and information portals on
Idea mobile. Idea was the first company in the country to launch GPRS in November
2002. It showcased EDGE (Enhanced Data Rates for GSM Evolution) in Delhi, in July
2004. With EDGE, subscribers can enjoy live television with a data download rate of
over 160 kbps. Idea subscribers also have a richer experience while watching movie
previews, multimedia messages with video attachments, web-infotainment, high-speed
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video downloads, java game downloads and other Internet-based multi-media
experiences on their EDGE-enabled mobile phones. Customer Service and Innovation are
the drivers of this Cellular Brand. With GPRS currently available on all its networks, for
both pre and post paid customers, IDEA Cellular is the first company to commercially
launch next generation EDGE technology (a 3G technology) for its Delhi circle.
Ring-Tone With this facility subscribers can download ringtones on their handsets.
They just have to select the Ring-Tone out of the available ones and it will be sent to
them. Idea also offers the facility of sending the Ring-Tone as a gift to a friend of yours.
Cricket commentary Idea also provides the facility of cricket commentary to its
customers. Now you dont require a TV set or a radio to listen to the commentary, you
just need a handset and an idea card and you listen to the cricket commentary.
Caller-Tunes- Idea provides its customers the access of this facility and let the caller
listen to the exciting songs instead of the boring tring-tring.
Railway Reservation- The subscribers of Idea can make ticket reservation and other
enquiries related to railways by just dialing 456.
Star interview- By dialing 456 one can listen to the interviews of various movie stars on
his/her mobile phone.
News- Idea subscribers can keep themselves updated with the recent developments going
around the world using this service.
Jokes- Subscribers listen to funny jokes by just dialing 456. This service can also be used
to send jokes to friends and relatives.
Astrology- IDEA also recently launched Ganesha Speaks by Bejan Daruwalla, a LIVE
astrology service that can be accessed by dialing 181.
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Commodity market- Idea subscribers can keep themselves updated with the prices
prevailing in the commodity market by just dialing 456.
CUSTOMER BASE
IDEA Cellular Ltd., the leading cellular operator of the country, has a subscriber base of
9 lakhs in Delhi circle by the end of JUNE 2006. IDEA Cellular, through its superior
network and aggressive marketing initiatives, has cornered over 29 % market share of the
total net ads of GSM cellular subscribers since launch. Idea Delhi has been growing
rapidly in the recent months wherein it has added 16,669 subscribers in Feb and 18,114
subscribers in March. The net additions in August 06 were the highest among all GSM
operators in Delhi. But the celebration just does not end here. Idea Delhi is the only
private GSM operator, whose revenue grew by 3.7% in the quarter Jan March 06 over
the previous quarter, where competition showed a decline. In the last one year, Ideas
revenue market share between all the three private GSM players (Airtel, Hutch and Idea)
grew from 12.3% to 14.1%.
* SOURCE- COAI **all % relates to nov10
MARKET SHARE
36%
33%
16%
15%
Bharti Tele-Ventures HutchisonEssar
MTNL IDEA
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Idea is the 3rd largest mobile services operator in India, in revenue terms, and recorded a
subscriber base of over 78 million as on end November '10. It became a pan-India
integrated GSM operator covering the entire telephony landscape of the country, andexpanded its NLD and ILD operations in 2010. During the year, Idea increased its
revenue market share by over 1%, despite stiff tariff war in the market.
The company has won license to offer 3G services in 11 service areas, which generate
over 81% of the company's total revenue. Idea's 3G services will be launched in the year
2011.
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INTRODUCTION
Promotion is an intricate part of market mix. Marketing mix includes product, price,
place/distribution and promotion (4 Ps). The activities of the first three Ps -- product
planning, pricing, and distribution -- are performed mainly within the firm or between the
firm and its marketing partners. With promotional activities, a firm communicates
directly with potential customers.
Promotion is an attempt to influence. Promotional activities are designed to inform,
persuade, or remind the market of the firm and its products and ultimately to influence
consumers feelings, beliefs, and behavior. A successful promotion program should
include all the communication tools that can deliver a message to a target audience. A
promotion program can include five components: advertising, sales promotion, public
relations, sales force, and direct marketing.
Advertising - Advertising is a paid form of non-personal communication by an identified
sponsor. The mass media used include TV, radio, magazine, billboards, newspapers, and
direct mailing. Advertising is the most effective tool for building awareness of a
company, product or service. It is also relatively inexpensive based on the cost per
thousand people reached. However, broadcasting a message to everyone through media
such as television is not very targeted. The most effective advertising is narrowly
targeted and uses media targeting specific audience interests. The drawback is that most
advertising does not deliver sales quickly. It works mostly by changing minds, not
changing behaviors.
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Sales Promotion - On the other hand, sales promotion changes behavior. Customers will
act upon a sale, an offer, or a chance to win something. Sales promotion activities include
coupons, discounts, in-store displays, trade shows, samples, in-store demonstrations, and
contests. A company can also sponsor trade promotion, in which supermarkets or other
retailers are given discounts to promote a specific product. However, most incentives are
short-term in nature. In addition, sales promotion targeting consumers weakens consumer
brand loyalty. Consumers increasingly expect to buy products below listed prices.
Consumers simply buy whichever brand is on sale during a particular week and switch to
a competing brand when it goes on sale. The only situation where sales promotion is
profitable is when the company truly has a superior product paired with low product
awareness. In this case, sales promotion will get people to try the product, and they will
be less likely to switch to a competing brand when sales are over.
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RATIONALE OF THE TOPIC
Since advertising is the backbone of a product thus it is important to study advertising to
make a product successful in the market. So the main focus of my research is to increase
the sales and demand for IDEA and to create amongst the customers a sense of loyalty and
confidence in the company.
SIGNIFICANCE OF THE STUDY
The main aim of advertisement campaign is to promote IDEA and also to cr ea te
awareness and a posi ti ve i mage abou t t he bene fi ts o f I DEA mobil e
connections. Here the customer will be made aware that he would bene fi t
the most if he buys an IDEA connection .The study will be significant in
creat ing among the cus tomers a sense of loyal ty and conf idence in the
company .
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LITERATURE REVIEW
Promotion is an intricate part of market mix. Marketing mix includes product, price,
place/distribution and promotion (4 Ps). The activities of the first three Ps -- product
planning, pricing, and distribution -- are performed mainly within the firm or between the
firm and its marketing partners. With promotional activities, a firm communicates
directly with potential customers.
Promotion is an attempt to influence. Promotional activities are designed to inform,
persuade, or remind the market of the firm and its products and ultimately to influence
consumers feelings, beliefs, and behavior. A successful promotion program should
include all the communication tools that can deliver a message to a target audience. A
promotion program can include five components: advertising, sales promotion, public
relations, sales force, and direct marketing.
Advertising is a paid form of non-personal communication by an identified sponsor.
The mass media used include TV, radio, magazine, billboards, newspapers, and direct
mailing. Advertising is the most effective tool for building awareness of a company,
product or service. It is also relatively inexpensive based on the cost per thousand people
reached. However, broadcasting a message to everyone through media such as television
is not very targeted. The most effective advertising is narrowly targeted and uses media
targeting specific audience interests. The drawback is that most advertising does not
deliver sales quickly. It works mostly by changing minds, not changing behaviors.
Sales Promotion. On the other hand, sales promotion changes behavior. Customers
will act upon a sale, an offer, or a chance to win something. Sales promotion activities
include coupons, discounts, in-store displays, trade shows, samples, in-store
demonstrations, and contests. A company can also sponsor trade promotion, in which
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supermarkets or other retailers are given discounts to promote a specific product.
However, most incentives are short-term in nature. In addition, sales promotion targeting
consumers weakens consumer brand loyalty. Consumers increasingly expect to buy
products below listed prices. Consumers simply buy whichever brand is on sale during a
particular week and switch to a competing brand when it goes on sale. The only situation
where sales promotion is profitable is when the company truly has a superior product
paired with low product awareness. In this case, sales promotion will get people to try the
product, and they will be less likely to switch to a competing brand when sales are over.
Public Relations Because sales promotion often loses money, and advertising is
becoming less effective and expensive, companies should investigate the impact of
marketing public relations. Marketing public relations is designed to create a positive
image of the company to a target market. It uses non-paid communication by presenting
commercially significant news in a published medium or obtaining favorable
presentation of the business or product on radio or television.
Tools to create publicity include publications (reports and brochures); events (sponsoring
activities and trade shows); news (favorable stories about the company, its people, and
products); community involvement (time or money invested in local interests); identity
media (business cards, stationary, and signs); lobbying activity; and social responsibility
to the environment and society.
Sales ForceThe more complex the product or service, the more necessary to use sales
people who can answer questions and help customers. However, a companys sales force
is one of the most expensive marketing communication personal selling than on any other
form of promotion. What is important is not the sales persons costs but his/her costs in
relation to the sales he/she generated. A top sales person can often sell five to ten times
more than an average sales person. Companies trying to save money by paying less to the
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sales people often have the highest costs-to-sales ratio with high turnover rate and high
training costs.
In addition to hiring good people, a company should help its sales people be more
productive by providing them sales tools, i.e., computers, fax machine, and e-mail, and
giving them easy access to company data to help them become more informed. Sales
people offer the advantage of one-on-one selling. They should be trained to consciously
find out what customers want and alert the company.
Direct MarketingDirect marketing by mail, phone, or personal contact can be used
to effectively communicate with a very narrowly targeted group. Lists for direct
marketing purposes can be purchased from different sources. However, for direct
marketing to be effective, it is important to maintain a comprehensive customer database
in the company and manage the database in a way that it can be divided into
subcategories for different promotional programs.
All the promotional activities must be integrated to deliver a consistent and positive
message. A multi-media promotion campaign is usually more effective than any
promotional activity alone. For example, if a company is launching a new product or
program, it can contact the media to get free press and then run an advertisement offering
information, combined with offering sales promotion, direct marketing by mail or phone,
and product demonstration or a visit by sales people.
In developing a promotion program, a company must first determine the target audience,
the most important objectives, and a promotion budget and then design the promotion
activities accordingly. Promotional objectives can include providing product information,
stimulating demand, increasing store traffic, differentiating products, building a brand
image, reminding current customers about product benefits, countering competitors
offers, responding to the news, smoothing out seasonal demand fluctuation, and
improving customer relationships. Promotion must be integrated into a firms strategic
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planning because all elements of the market mix -- product, price, place, and promotion
-- must be coordinated in order for a promotion program to be successful.
Segmentation Is essentially the identification of subsets of buyers within a market
who share similar needs and who demonstrate similar buyer behavior. The world is made
up from billions of buyers with their own sets of needs and behavior. Segmentation aims
to match groups of purchasers with the same set of needs and buyer behavior. Such a
group is known as a 'segment'.
Segmentation is a form of critical evaluation rather than a prescribed process or system,and hence no two markets are defined and segmented in the same way. However there
are a number of underpinning criteria that assist us with segmentation:
Is the segment viable? Can we make a profit from it?
Is the segment accessible? How easy is it for us to get into the segment?
Is the segment measurable? Can we obtain realistic data to consider its potential?
There are many ways that a segment can be considered. For example, the auto market
could be segmented by: driver age, engine size, model type, cost, and so on. However the
more general bases include:
By geography - such as where in the world was the product bought.
By psychographics - such as lifestyle or beliefs.
By socio-cultural factors - such as class.
By demography - such as age, sex, and so on.
A company will evaluate each segment based upon potential business success.
Opportunities will depend upon factors such as: the potential growth of the segment the
state of competitive rivalry within the segment how much profit the segment will deliver
how big the segment is how the segment fits with the current direction of the company
and its vision.
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Positioning A product's position is how potential buyers see the product.
Positioning is expressed relative to the position of competitors. Positioning is something
(perception) that happens in the minds of the target market. It is the aggregate perception
the market has of a particular company, product or service in relation to their perceptions
of the competitors in the same category. It will happen whether or not a company's
management is proactive, reactive or passive about the on-going process of evolving a
position. But a company can positively influence the perceptions through enlightened
strategic actions.
In marketing, positioning has come to mean the process by which marketers try to createan image or identity in the minds of their target market for its product, brand, or
organization. It is the 'relative competitive comparison' their product occupies in a given
market as perceived by the target market.
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OBJECTIVES OF THE ADVERTISING
1. Marketing Objectives To increase the sales and demand for
IDEA CELLULAR.
2. Competitive Activity
Very competitive price structure
Special event pricing
Special event promotion
Specially designed Advertisements campaigns
P R activities
Promotion of social events
competitive price struct
special event pricing
special event promotion
special ad campaigns
PR activities
promotion of social even
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3. Brand Communication The brand image that is desired to be
communicat ed i s t ha t I DEA i s t he best among a ll t he ce ll ul ar
o perato rs in Ind ia. They exc el and sc ore ov er others in
connectivity and features. This is also the desired perception, well
matched with the current perception.
4. Communication objectives The basic objective is to enhance
mass awareness in Indian market about IDEA. The brand at t i tude
was suff icient ly posi t ive and brand awareness was bas ical ly done
for recall .
5. Psychological Processing There wi l l be enough creat ion of
opportunity to see/opportunity to hear, so that the customers could
be r et ai ned. The mes sage wil l be del ive red i n r ight manner ,
accepted, and people were well aware of the message.
6. Purpose of the Ad I t was to seek direct action i .e. even if one
loyal cus tomer purchased a phone connect ion, which would help
achieve the targets set.
7. Plan for Repetition Thi s ad woul d be t el ecas ted f or s ix
months continuous ly af ter which another ad , again featuring a
celebri ty would be telecasted .
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8. Specific reasons for creating an Ad
To bring the prospect close to purchasing thoughtnot immediately: The aim wil l be to create awareness and a
posit ive image about the benefi ts of IDEA mobile connections.
Here the customer will be made aware that he would benefi t the
m os t i f h e b uy s a n I DE A c on ne ct io n a nd t he a d h el pe d i n
engraving the Trademark of IDEA mobi le connect ions in the
minds of i ts customers .
To build a long-term customer loyalty : The aim is to
create among the customers a sense of loyalty and confidence in
the company.
To increase sales further : T he a im w as t o c on ve rt
t r adi t ional mobi le user s to our brand user s . The ad wi l l a l so
enable people to speci fy IDEA mobile connections brand. I t
w il l h el p i n c on ve rt in g t he n on -u se rs o f t he p ro du ct i nt o
sa t i s f i ed user s of the brand, and a l so more s t eady cus tomers
instead of occasional customers.
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RESEARCH METHODOLOGY
MEANING OF RESEARCH: Research of the study as scientific and systematic
search for pertinent information as a specific topic. Research is an art of scientific
investigation. Research is systematized effort to gain new knowledge. It is careful
investigation especially through search for new facts in any branch of knowledge.
Research is an academic activity and this term should be used in a technical sense.
Research can price defining and redefining problems, formulating hypothesis or suggest
solution, making deduction and reaching conclusion of determine whether they fit the
formulating hypothesis. Research is thus an original contribution to the existing stock ofknowledge making for its achievements.
Research Methodology can be said to have four major components namely:
Research Design
Sample Design
Data Collection Procedure
Method of analyzing and report the findings.
RESEARCH DESIGN
The research problem having been formulated in clear cut terms, the researcher will be
required to prepare a research design, i.e. he will have to state the conceptual structure
with in which research would be conducted.The preparation of such a design facilitates
research to be as efficient as possible yielding maximal information. But how all these
can be achieved depends mainly on the research purpose. Research purpose may be
grouped into four categories: exploratory, descriptive, diagnostic and experimental.
Exploratory research studies are those whose main purpose is that of formulating a
problem for more precise investigation or of developing the working hypotheses from on
operational point of view.
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Descriptive research studies are those studies which are concerned with describing the
characteristics of a particular individual, or of a group where as
Diagnostic research studies determine the frequency with which something occurs.
DATA COLLECTION
Data basically are of two types i.e. primary and secondary data. Primary data can be
collected on experiment, he observes some quantitative measurement, with the help of
which he examines the truth contained in his hypothesis. But in the case of survey, data
can be collected by observation method, Personal Interview, Telephonic Interview,
Questionnaire etc.
Secondary data means data that are already available can be collected through Trade
Magazines, Government Publication and Research Reports etc
DATA COLLECTION OF THIS STUDY
When we go for solution of any real life problem it is often found that data at hand are
inadequate and hence, it becomes necessary to collecting the appropriate data that differ
considerably in context of money costs, time and other resources at the disposal of the
researcher.
The data is basically of two types:-
Primary Data
Secondary Data
Primary Data: Primary data are those which are collected a fresh and for the first
time and the thus happen to be original in character. These data can be collected through
experiment, we have collected primary data by using:-
Questionnaires
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Telephonic Conversation
Secondary Data: Secondary data are those which have been collected by some one
else and which have been passed through the statistical process. In our research we have
collect secondary data by help of:-
Research Reports
Magazines
Websites
Government Publications etc.
RESEARCH DESIGN:
Research design stands for advantage planning of methods to be adopted for collecting
the relevant data and the techniques to be used un their analysis keeping in the view the
objective of research and availability of time and money. We can classify research design
mainly four parts:
Exploration
Diagnoses
Description
Experimentation
Exploratory research studies are those whose main purpose is that of formulating a
problem for more precise investigation or of developing the working hypotheses for an
operational point of view.
Descriptive research studies are those studies which are concerned with describing the
characteristics of a particular individual or of a group.Diagnostic research studies determine the frequency with which something occurs.
Experimental research studies are those where the researcher test the hypothesis of casual
relationship between the variables
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The present study carried out is exploratory as well as Descriptive in nature. Descriptive
research includes surveys and fact finding and enquiries of different kinds.
SamplingThe entire item under consideration in any field of inquiry constitutes a universe or
population in known as a census inquiry. This is the population in known as a census
inquiry. This type of inquiry involves a great ideal of time, money and energy. Hence
quite often a few items are selected from the universe for the purpose of the study. The
item so selected constitutes what is technically called a sample.
The sample size taken in this research is 50. In this research simple random sampling is
used.
In the study the population from which the sample to be drawn dose not constitute a
homogenous group.
Sample Units: Individuals within the age group of 25-35 who are located in the region of
South /West Delhi constituted the sample unit
Tools of Data Collection
The tools were both the primary as well as the secondary tools.
Secondary Data sources like various books related to the Topic, magazines and journals,
office journals and intranet, and data from the internet have also been taken. All these
sources provide information which is easily accessible. This made the easy study of the
process and the information accurate.
The Primary Data was collected with the help of Structured Non Disguised Questionnaire
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In this way, both the forms of data have been used so as to take the full benefit of the
sources of data. And thus, the sources of data helped in getting the useful information for
the report.
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FACTS ABOUT THE CUSTOMERS/TARGET AUDIENCE
1. Who is the target audience-
(a) Demographically: Age 17-75 yrs, Ge nder M/F,
Income Group 6,000 and above .
(b) Psycho graphically: School s tudents , Col lege s tudents ,
working professionals, businessmen, corporate men/women, old
age persons, housewifes.
(c) Behavioral:
Frequent buyers: Who buy mobi le connect ions in a year or
two
Normal buyers: Who purchase mobi le connect ions once in f ive
or ten year
(d) Geographically: Residents of Nat ional Capi tal Region of
Delhi .
2. Media Graphics of target audience :
Which media/vehicles does he consult-
Daily news papers: Times of India , Hindus tan Times , Indian
Express
National Level Magazines: India Tod ay, THE WEEK ,
OUTLOOK
TV CHANNELS: S TA R T V, Z EE T V, S ON Y T V, S TA R
NEWS, ZEE NEWS, HEADLINES TODAY, AAJTAK, ZOOM TV,
LIFE & STYLE, ESPN , STAR SPORTS, NEO SPORTS
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RADIO CHANNELS: R AD IO M IR CH I, R ed F M, R AD IO
CITY.
When during the day Mainly during Evening and
Night.
Why For Promotion, Entertainment and Awareness.
Involvement with vehicles High
3. Who is being targeted: A combi na ti on o f a ll , i nf luencer ,
decider, buyer and user
4. What benefits does he seek while buying the product
category: Great connec ti vi ty , economi c p ri ce r ange, l ot o f
enter tainment act ivi t ies , value added benef i ts associated wi th the
brand.
5. What motivates him to buy
Functional : To sat is fy the cus tomers need for a modern, economic,
and stylish mobile communicating Network.
Emotional: To be a part of very energetic and customer concerned
mobile company .
6. When does he buy Mostly once in two to three years
7. Does he need any purchase facilitation information
Yes, the company broachers mentioning the specific IDEA product
features.
8. What is his level of involvement with purchase High
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9. Does he buy the product rat ionally or emotionally or
both Both
10. Can we describe a typical customer
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Five basic categories of the target customers
BUSINESSMEN
YOUNG PROFESSIONALS
WELL OFF SOCIETY PERSONS
COPPORATE SECTOR
STUDENTS
average business men
upcoming professionals
middle class society pers
corporate sector
students
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FACTS ABOUT PRODUCT
1. Mai n Att rib utes of t he Brand Great connectiv ity ,
economic p ri ce r ange, amazi ng coverage and addi ti ona l va lue
added services.
2. Is the Product High/Dull/Average Interest to TA Very
High Interest
3. How can the interest be enhanced By providing more
attractive commercials , making rates more competi t ive, improving
coverage area and qual i ty , providing more addi t ional benef i ts to
the subscribers.
4. Is the product of impulse / convenience / shopping /
Specialty type Shopping Type
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What benefits does it incorporate?
Great Connectivity
Competi t ive Charges
Value added services
Amazing coverage
Huge fest ive offers
Great rural reach
Special s tudents discount
great connectivity
competitive charges
value added services
amazing coverage
huge festive offers
great rural reach
special students
discount
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5. Comparison with competitive Brands
Identification of Competitors
AIRTEL
VODAFONE
IDEA
TATA INDICOM
0%
5%
10%
15%
20%
25%
30%
35%
40%
AIRTEL VODAFONE IDEA TATA INDICOM
THE ABOVE GRAPH SHOWS THAT 40% CU STOMERS USE THE
AIRTEL CONNECTIONS, 20% USE THE VODAFONE
CONNECTION, 25% USE THE IDEA CONNECTION AND 15% USE
THE TATA INDICOM CONNECTION.
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ANALYSIS AND INTERPRETATIONS
Q.1 WHEN BUYING A PRODUCT YOUR DECISION IS
INFLUENCED MOST BY
ADVERTISEMENTS
BANNERS ON ROADSIDES, SHOPS ETC
FRIENDS
FRIENDS&ADS
OTHERS
FROM THE ABOVE PIE CHART 34% RESPONDENTS THINK THAT THEY ARE
INFLUENCED BY ADVERTISEMENTS, 3% THINK THAT THEY INFLUENCED BY
BANNERS, 44% THINK THAT THEY INFLUENCED BY FRIENDS, 10% INFLUENCED
BY FRIENDS & ADS AND 9% ARE OTHERS.
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Q.3 DO YOU LIKE THE WAY IT IS PRESENTED?
YES
NO
CANT SAY
0%
10%
20%
30%
40%
50%
60%
70%
YES
NO
CANT SAY
YES 60%
NO 10%
CANT SAY 30%
IN THIS GRAPH 60% RESPONDENTS LIKE THE WAY OF ITS PRESENTATION,
10% NOT LIKE AND 30% CANT SAY ABOUT THE PRESENTATION.
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Q.4 DO YOU BELIEVE IN CLAIMS MADE THROUGH THESE
ADS?
YES
NO
0%
10%
20%
30%
40%
50%
60%
70%
YES
NO
YES 60%
NO 40%
60% RESPONDENTS BELIEVE IN THESE CLAIMS AND 40% RESPONDENTS DO
NOT BELIEVE IN THESE CLAIMS MADE BY THESE ADS.
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Q.5 DO YOU THINK THE MESSAGES SPREAD THROUGH ADS
ACTUALLY INFLUENCES YOUR BUYING DECISIONS?
YES
NO
NOT SURE
0%
10%
20%
30%
40%
50%
YES
NO
NOT SURE
YES 40%
NO 30%
NOT SURE 30%
40% RESPONDENTS THINK THAT THE MESSAGE INFLUENCED HIS BUYING
BEHAVIOUR. 30% RESPONDENTS THINK THAT THE MSG DOES NOT
INFLUENCED THE BUYING DECISION AND 30% RESPONDENTS ARE NOT
SURE ABOUT THIS.
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Q.6 DO YOU THINK THE ASSOCIATIONS OF CELEBRITIES
WITH THESE AD CAMPAIGN ACTUALLY ENHANCE THE
SALES FOR IDEA?
YES
NO
0%
10%
20%
30%
40%
50%
60%
70%
80%
YES
NO
YES 75%
NO 25%
IN THE ABOVE BAR GRAPH 75% RESPONDENTS SAY YES
25% RESPONDENTS SAY NO.
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Q.7. DO YOU UNDERSTAND COMPLETELY THE
ADVERTISEMENTS OF IDEA SHOWN IN MEDIA?
YES
NO
0%
10%
20%
30%
40%
50%
60%
70%
YES
NO
YES 65%
NO 35%
IN THE ABOVE BAR GRAPH 65% RESPONDENTS SAY YES THAT THEY
UNDERSTAND THE ADVERTISEMENT
AND 35% RESPONDENTS SAY NO THAT THEY DO NOT UNDERSTAND THE
ADVERTISEMENT.
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Q.8. DO YOU LIKE THE OFFER GIVEN THROUGH THESE
MEDIA
YES
NO
0%
10%
20%
30%
40%
50%
60%
70%
80%
YES
NO
YES 70%
NO 30%
IN THE ABOVE BAR DIAGRAM 70% RESPONDENTS SAY YES THAT THEY
LIKE THE OFFER
AND 30% RESPONDENTS SAY NO THAT THEY DO NOT LIKE THIS OFFER.
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Q.9. IDEA SUBSCRIBERS ARE MUCH MORE THAN THE OTHER
COMPETITORS. ARE YOU AWARE ABOUT IT?
YES
NO
0%
10%
20%
30%
40%
50%
60%
70%
YES
NO
YES 62%
NO 38%
ABOVE BAR DIAGRAM SHOWS THAT 62% RESPONDENTS SAY YES THAT
THEY AWARE ABOUT THIS.
AND 38% SAY NO THAT THEY ARE NOT AWARE ABOUT THIS
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Q.10. IN DELHI IDEA HAS A VERY GOOD MARKET IN
COMPARISON TO OTHER METRO CITIES
AGREE
DISAGREE
0%
10%
20%
30%
40%
50%
60%
AGREE
DISAGREE
AGREE 57%
DISAGRE
E
43%
IN THE ABOVE BAR GRAPH 57% RESPONDENTS AGREE THATIDEA HAS A
VERY GOOD MARKET IN COMPARISON TO OTHER METRO CITIES AND 43%
RESPONDENTS DO NOT AGREED.
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FINDINGS
The survey shows that friends play a major role in influencing the decisions regarding the
service consumers choose. If the service provided is of good quality and satisfactory,
then the service will promote itself through the word-of-mouth.
Advertising also plays a major role in the promotion of the product. The objective of
communication should be to create awareness, generate interest and create demand for
the service. The messages impact on an advertisement may depend on not only what is
said but also how it is said. If an emotional touch is given it may become more appealing
to the masses.
Also the message in advertisement should be simple and easily understandable as 35% of
the people surveyed that they were unable to understand the message in the ad.
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RECOMMENDATIONS
For rural areas, promotion methods like demonstrations, road-shows, puppet shows,
house-to-house campaigns etc would be more useful. While making the choice of mobile
phone, rural consumer stresses on the convenience and assistance, price, features and
influential person.
Occasional Offers such as free talk-time offers, festival offers, low call rates etc would
also attract the customers.
An effort should be made to provide the new connections to the dealers under some
sort of incentive schemes so that he is more interested in promoting IDEA.
The Products given under this sort of scheme should be highlighted and advertised
massively so as to reach the customers easily. E.g. by putting banners like.
The sales promotion and advertisement material should be provided in bulk by the
company.
It is to be ascertained by the company that its products are not sold at poor shops as
such an availability of the Product reduces its demand.
Massive advertisement should be made for the products.
Selling the product with a combo offer should also be considered.
Banner with attractive scheme, sponsor events should be prominently displayed.
Sponsorship should be made in any prime time TV Soaps.
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Gifts can also be distributed during the games shows
Display stand as a part of promotional activity should be provided to the dealer for
displaying the company products.
Road shows can also be organized to generate demand.
A very important aspect is after sales service which should be improved to retain
our customers.
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BIBLIOGRAPHY
BOOKS
Ideas reports
Books & magazine on mobile communication
Marketing Management by Philip Kotler
Research Methodology by C.R. Kothari
WEB SITES
www.info-shop.com
www.IDEAworld.com
www.researchandmarket.com
www.bhartiteleventures.com
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A PPENDIX ( Questionnaire)
Dear Sir/Madam,
We are thankful to you for patronizing IDEA. We hope that you are satisfied
with the product and quality of the services offered by the IDEA. As there is always
scope for improvement, we would like to get your opinion in these areas.
I would, therefore, request you to kindly assist us in our efforts by sparing a
little time to give us your valuable feedback and suggestions in the feedback form below.
Please do not hesitate to inform us of any observation that you think may be relevant. We
assure you that we would try to come up to your expectations.
Name..
.
Occupation:
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Address:
Contact Number: ..
Q.1 WHEN BUYING A PRODUCT YOUR DECISION IS INFLUENCED
MOST BY
ADVERTISEMENTS
BANNERS ON ROADSIDES, SHOPS ETC
FRIENDS
FRIENDS&ADS
OTHERS
Q.2 HOW OFTEN DO YOU FIND AN AD OF IDEA ON RADIO OR
T.V.?
OFTEN
QUITE OFTEN
RARELY
VERY RARELY
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Q.3 DO YOU LIKE THE WAY IT IS PRESENTED?
YES
NO
CANT SAY
Q.4 DO YOU BELIEVE IN CLAIMS MADE THROUGH THESE ADS?
YES
NO
Q.5 DO YOU THINK THE MESSAGES SPREAD THROUGH ADS
ACTUALLY INFLUENCES YOUR BUYING DECISIONS?
YES
NO
NOT SURE
Q.6 DO YOU THINK THE ASSOCIATIONS OF CELEBRITIES WITH
THESE AD CAMPAIGN ACTUALLY ENHANCE THE SALES FOR
IDEA?
YES
NO
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Q.7. DO YOU UNDERSTAND COMPLETELY THE
ADVERTISEMENTS OF IDEA SHOWN IN MEDIA?
YES
NO
Q.8. DO YOU LIKE THE OFFER GIVEN THROUGH THESE MEDIA?
YES
NO
Q.9. IDEA SUBSCRIBERS ARE MUCH MORE THAN THE OTHER
COMPETITORS. ARE YOU AWARE ABOUT IT?
YES
NO
Q.10. IDEA IN DELHI HAS A VERY GOOD MARKET IN
COMPARISON TO OTHER METRO CITIES
AGREE