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PROJECT SYNOPSIS
To,
The Manager Evaluation,
AIMA - CME,
Lodhi Road,
New Delhi.
1) NAME: ALOK DASH
2) REGISTRATION NUMBER: 420820998.
3) ADDRESS OF CORRESPONDENCE:-
ALOK DASH,
C/O Mr. DK ROUT(COORDINATOR)
REGIONAL COLLEGE OF
MANAGEMENT,CHAKADOLAVIHAR,
CHANDRASEKHARPUR
BHUBANESWAR (ODISHA),
PIN 751023
4) NAME OF THE PROGRAMME:
42, POST GRADUATE DIPLOMA IN
MANAGEMENT.
5) PROJECT TITLE:A STUDY ON SALES AND PROMOTIONAL STRATEGY
FOLLOWED BY BHARTIAIRTEL LIMITED
6) NAME OF THE GUIDE:
7) DESIGNATION
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SYNOPSIS CONTENTS
CV OF GUIDE
WORKING TITLE
PURPOSE OF THE RESEARCH
AIM
OBJECTIVE
KEY QUESTIONS
HYPOTHESIS
IMPORTANCE OF STUDY
RESEARCH METHODOLOGY
PROPOSED CONTENT
WORK PLAN
QUESTIONNAIRE
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WORKING TITLE
A RESEARCH STUDY TO FIND OUT THE SALES AND
PROMOTIONAL STRATEGY FOLLOWED BY BHARTI AIRTEL
LIMITED.
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PURPOSE OF THE RESEARCH
This project is an effort to analyze the present market scenario ofBHARATI
AIRTEL LIMITED & the impact of its advertisement on customers in the
present market scenario of Odisha and also to find out new business
opportunity for the same by its better implementation. It is not only intended
to focus on the Sale and distributions concept but also a premier guide to
deliver effective expertise. During the course of the survey, statistics have
been collected from the customers. Effective steps have been taken in the
research for the assessment of different products ofBHARATI AIRTEL
LIMITED.
The project has been undertaken to deliver a transparent image about various
promotional strategies being undertaken for sales adapted by BHARATI
AIRTEL LIMITED products competing in the Odisha market. In other
terms, the research project is to identify the customer needs assessing and
improving the financial conditions, services, technologies and procedures to
convey quality, safety at the every stage of marketing.
.
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AIM
TOFIND OUTTHE IMPACT OF ADVERTISEMENT& PROMOTIONAL
ACTIVITIES BEING UNDERTAKEN BY BHARATI AIRTEL
LIMITED ON CUSTOMER AWARENESS.
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OBJECTIVES
BROAD OBJECTIVE
To understand the various requirements of Small and Medium Enterpriseswith respect to their Telecom and e-mail usage pattern .
To measure the effectiveness of promotional drives carried out by varioustelecom companies.
SPECIFIC OBJECTIVES
To understand various telecom needs of SMEs and providing them specificplans that suitstheir needs, and preparing a database of corporate and their present telecom
connections thus enabling Airtel to increase its postpaid customer base by
Direct Selling and helping it to break competition and acquire customers from
other telecom service providers.
To access the market potential of blackberry handsets and increasing itscustomer base.
To make a comparative analysis of effectiveness of promotional activities doneby various
telecom companies by undertaking TOMA (Top Of Mind Assessment) & ITP
(Intension To Purchase) analysis .
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RESEARCH QUESTIONS
1. What are the various promotional activities carried out by
BHARATI AIRTEL LIMITED?
2. What are the consumer perception towards price differences
and quality of products between the products ofBHARATI
AIRTEL LIMITED and other brands?
3. What are the market strategies ofBHARATI AIRTELLIMITED to target the upcoming market of Odisha?
4. What is the product line available for the customers in the
Odisha market & what else can be designed and provided
according to their need and financial condition?
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HYPOTHESIS:
H1: Brand visibility is essential for increased customer
patronage.
H2: Brand promotions along with customer satisfaction are effective in
giving BHARATI AIRTEL LIMITEDa competitive edge in now a days
TELECOM market.
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IMPORTANCE OF STUDY:
The research study is being accomplished for the fulfillment
of the course of PGDM which is an obligatory part of the
course curriculum. The training will give me a brief knowledge
of how marketing is done in actual practice in the upcoming
market of Odisha, and the impact of advertisement on the
people.
Through the training period of 02 months it will be a fine
learning process.
I hope this project report will be useful for BHARATI
AIRTEL LTD. as this will present the real image of the
advertising in various circumstances.
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Individual customers were approached with new and existing plans and theywere convinced for taking up Airtel postpaid plans. A special offer of
converting prepaid to postpaid was also extended to them.
Methodology followed for selling Blackberry sales and awareness was alsosimilar. Top
executives of big corporate houses were identified and approached for making
them aware of advantages and usefulness ofBlackberry and were encouraged
to purchase it.
Sales leads were generated using following methods As per the first method followed we went to mobile phone show rooms and
information about
the profile of customers who purchase high end handsets was collected bysimple verbal interview method . Those customers were then approached withBlackberry both by us and then trained sales personnels.
In the second approach, higher ranked officials of various corporate houses inBhubaneswar
were approached . They were made aware of the features of bothBlackberryHandsets and its services and were encouraged to buy it. This was donethrough cold calls.
In the third approach present customer data base was collected from thecompany and they
were approached for up selling and sales leads. Accordingly new prospectcustomers were also approached for sales.
For the last part of the project that is measuring effectiveness ofadvertisements and other promotional activities being carried out by various
telecom companies, TOMA & ITP study was done.
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For TOMA & ITP following processes were followed:
Research type: Primary research.
Basic tool: Questionnaire method.
Sampling method: Random sampling.
Sample size: 75.A randomly picked sample of 75 cell phone users were provided withquestionnaire containing 9 questions related to various aspects of their mobilephone usage pattern and their attitude towards various promotional activitiesdone by various telecom companies.The whole output was then analyzed and effectiveness of promotional activitieswas measured by looking at the companies which are able to capture the top ofmind of the consumers and how much of it is being converted into intension topurchase which in later stages gets converted to real sales.
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METHOD OF DATA COLLECTION
My Survey is conducted on two sources of data collection:-
a) Primary data
b) Secondary data
a) Primary data
Looking into the objectives and informations needed, I have chosen
following two methods as per the response of the subject:-
i) Schedules
ii) Personal Interview.
i) Scheduler Method
Schedules (Performa containing a set of questions) are being
field in by the enumerators who are specially appointed for the
purpose.
ii) Personal Interview
I have taken the opportunity to take personal interview wherever
it was essential. The strategy was adopted to avoid the biased
information and to spill out the required data from the
respondent. This has supplemented the Schedules in a purposive
manner.
b) Secondary data
The Secondary data were mainly collected from different
magazines, Journals, companys Literature, Newspapers and
from Internet.
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PROPOSED CONTENT
TABLE OF CONTENTS
TopicsChapter - 011. Introduction2. Brief History of Telecommunications3. Indian Telecom Industry4. Telecom players in India5. Market ShareChapter 02Company ProfileChapter 03ObjectivesChapter 04MethodologiesChapter 05LimitationsChapter 06Part I. Sales and Promotion
A.Postpaid Connections1. Individual Plans2.Corporate PlansB.Blackberry HandsetsFeatures and ModelsB
lackberry Data Service PlansExecution of SalesDocument Collection
Achievement
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Part II. Measuring Effectiveness of PromotionalactivitiesTOMA & ITP AnalysisChapter 07
ConclusionsChapter 08RecommendationsBibliographyAnnexure1. TOMA & ITP Questionnaire2. Telecom Terminologies
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5TH
WEEK & 6TH
WEEK:
In the 5th
& 6th
weeks I intend to visit existing customers as well as new
prospects and make them fill-up the questionnaire. Ill also conduct a
survey on customer awareness of the rest of the areas for 4 days by
interviewing 40 respondents per day and will fill 160 questionnaires. My
areas of survey include various corporate house, fortune tower, pal
heights, Infosys, sat yam, etc. I will study customer perception and
marketing activities of BHARATI AIRTEL LTD. I will look after how
the companys sales and promotional activities are done.
7TH
WEEK & 8TH
WEEK:
In this period, I will analyze the data collected through questionnaire
and start preparing the final project report.
`
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QUESTIONNAIRE
PERSONAL INFORMATION:Name: __________________________________________________________________
Phone No: _____________ (O) ________________ (R) Mobile: ___________________
E-mail Id.:__________________________________ @ __________________________
Address: ________________________________________________________________
_______________________________________________________________________
Gender: Male Female
Age (in yrs) 60
Marital Status: Married Single
Income per month:
Up to 16,000 16,000 25,000 Above 25,000
Occupation: Service Business Others
1) Where are you staying?
a) Own house b) Rented house
2) Which telecome service you using?
a) BSNL b) AIRTEL c) AIRCEL d) RELIANCE
3) Do you know about TELECOME SERVICES?
a) Yes b) No
4) Do you have LANDLINE or mobile?
(a)Yes (b) No.
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6) Which advertisement do you like mostly?
a) BSNL b) TATA INDICOM c) AIRTEL
d) RELIANCE e) AIRCEL f) Others
7) Have you heard about BHARATI AIRTEL?
a) Yes b) No
8) From which source you have heard about BHARATI AIRTEL?
a) News Paper b) Television
c) Friends d) Others
9) Have you heard about the various value offers of BHARATI AIRTEL?a) Yes b) No
Name of the interviewer: ________________________________ Date: ____________
Place of interview: ______________________________________Time: ____________
Thank you for your valuable time and response to conduct my survey.
Any recommendation/ suggestion:
THANK YOU.