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URBAN DISTRIBUTION AND RESEARCH
A PROJECT REPORT
Submitted by
RADHESHYAM YADAV
PGP/09/A041
In partial fulfillment for the
POST GRADUATE PROGRAMME
( Marketing)
Submitted to
Vodafone Essar limited (Nagpur)Mh.
JULY-2010
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ACKNOWLEDGMENT
This project is an outcome of eight weeks mandatory summer training, which I
have to undergo for the partial fulfillment of the PGP program. I wish to put on
record my sincere gratitude to the following person without whose support the
completion of this project would not have been possible.
With immense pleasure I am to present this project on ³Urban distribution And
Market Research´ At the very outset, I would like to express my profound sense
of gratitude to the authorities of vodafone Telecom Company Specially Mr. BINU
JOSE (Z.M. OF NAGPUR ZONE) stand for providing me opportunities to
access the record on the basis of which this project report stands.
I express my special thanks to Mr. Nikhil kohli (A.S.M. of Nagpur) andMr. Gopal Nagdiya (R.S.M. of Nagpur) for guidance & encouragement in
project maintenance.
My heartiest thanks to my father Mr. D.S.Yadav who has been always a
source of unfailing support & encouragement in all the condition of my life .
RADHESHYAM YADAV
(PGP 3rd
Sem.)
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PREFACE
The summer training project work has an objective to make management student
familiar with real life business situation and give an opportunity to the student to
understand the theoretical concept of marketing in practical way.
I am extremely happy to present the report before my respected teacher the project
report entitled to me is ³Urban distribution and market research´ As the
Vodafone Ltd. is a biggest telecom company of entire world. The competition isgrowing day by day some other telecom services his situation to touch
competitions and entry of foreign companies in India promoted me to do the work
on the sales promotion market.
In this project I have done the survey of NAGPUR market in telecom aria.
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EXECUTIVE SUMMARY
This project is based on telecom sector as the telecom sector is growing at a very
good pace. The telecom company which I have selected for my project is
VODAFONE. The reason behind selecting Vodafone is its various schemes in
product & service category & also its future policies where the company is coming
out with lots of new & affordable schemes for its customers. Vodafone is a UK
based company & has various branches all over the world. The company was
started in the mid 70¶s & since then it has never looked back. The products &
services offered by Vodafone is of a very high quality & also at an affordable rates.
They have various plans for various customers depending on the status of the
customers.
Vodafone has various product categories ranging from chargers, internet, mobile
phones, headsets & headphones & many more. In the service category it has
internet services which include broadband internet & PC internet services.
Apart from the products & services normally offered they also came out with some
interesting & unique product like the I phone. This was one of the biggest events in
the history of Indian telecom industry. The phones were available at around 32000-
36000 Rs which has a unique feature called as 3G system.
Vodafone also came out with cell phones for the poor which was a part of their
social responsibility toward the poor class people of the society. The phones were
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available in the range of 1000 Rs -1500 Rs which was one of the successful
strategies of Vodafone.
According to the 2002-2008 data VODAFONE captures the market with 17.56 %
& is at the 3rd
position just after Bharti with 24.69% & Reliance with 17.68%.
Vodafone also came out with one of best& most attractive advertisement which no
one has ever seen before called as ³VODAFONE ZOO-ZOO¶S´. This
advertisement was a part of VODAFONE¶S marketing strategy to boost its sales
during the IPL 2 season. This was one of the master moves by VODAFONE to
introduce ZOO-ZOO during the IPL 2 season which was a ³SUPER-HIT´.
VODAFONE is planning to come with its own accessories stores which would be
a one-time shop for its customers wherein the customers will get all the products
under one roof. Vodafone¶s future plan is to become no.1 telecom company by the
year 2010-2011 which does not seems to be very difficult keeping in mind the
progress it has made in the last 5 years.
Vodafone has added around 5 million subscribers in the year 2008-2009 which
makes it the 3rd
largest telecom company in the world. Vodafone has joined hands
with one of the world largest & the best car racing company F1 MCLAREN
MERCEDES to host the 2 day event. This is the part of the promotion strategy of
Vodafone to become the world wide leader in telecom industry.
Vodafone is also the official sponsor of the England Cricket Team for the Npower
test series . It has also shaken hands with the most popular football tournament
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UEFA CHAMPIONS LEAGUE football which is a part of the promotional
strategy of Vodafone.
TABLE OF CONTENTS
Sr. No. Particulars Page
No.
1 Introduction 6-7
2 Organisation overview 8-13
3 Objective 14-15
4 Research Methodology 16-175 Techniques of marketing research 17-18
6 Steps in market survey 19-20
7 My research design 20-21
8 Questionaire 22-23
9 Data analysis 24-31
10 Product profile(Basic Services) 32-34
11 Value added services(VAS) 35-44
12 Limitations 45-46
13 Recommendations 47-48
14 Promotion 49-53
15 Conclusion 54-55
16 Bibliography 56-57
17 Photo gallary 57-60
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INTRODUCTION
WHAT IS TELECOMUNICATION
Telecommunication is the transmissions of signals over a distance for the purpose
of communication. In modern times this process almost always involves thesending of electro magnetic waves by electronic transmitters but in earlier years itmay have involved the use of smoke signals drums or semaphore lines.
About Vodafone
We will be the communications leader in an increasingly connectedWorld Vodafone Group Plc is the world's leading mobile telecommunicationscompany,with a significant presence in Europe, the Middle East, Africa, AsiaPacific and the United States through the Company's subsidiary undertakings,Joint ventures, associated undertakings and investments.
The Group's mobile subsidiaries operate under the brand name 'Vodafone'. Inthe United States the Group's associated undertaking operates as VerizonWireless. During the last two financial years, the Group has also entered into
arrangements with network operators in countries where the Group does nothold an equity stake. Under the terms of these Partner Network Agreements, theGroup and its partner networks co-operate in the development and marketing of global services under dual brand logos.
At 30 June 2008, based on the registered customers of mobiletelecommunicationsVentures in which it had ownership interests at that date, theGroup had269million customers, excluding paging customers, calculated on a
proportionate basisin accordance with the Company's percentage interest in theseventures.
The Company's ordinary shares are listed on the London Stock Exchange andthe Company's American Depositary Shares ('ADSs') are listed on the NewYork Stock Exchange. The Company had a total market capitalisation of
approximately £79 billion at 30 June 2008.
Vodafone Group Plc is a public limited company incorporated in England under
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registered number 1833679. Its registered office is Vodafone House,TheConnection, Newbury, Berkshire, RG14 2FN, England.
Organization Overview
Mumbai - Vodafone Essar, one of India's leading cellular service providers, today
announced that it has crossed the landmark of 100 million subscribers in India.
With this achievement, Vodafone Essar becomes world's 5th operator with 100
million customers in a single country. Vodafone has also increased its market share
to strengthen its position as India's second largest operator in terms of revenue
'This is a significant achievement for us and reflects the trust customers have
bestowed on the company,' said Marten Pieters, Managing Director and CEO,
Vodafone Essar, 'In the past three years, we have invested over Rs. 20,000 crores
to expand our operations to service customers in India. We will utilize our global
and Indian experience to deliver the best products and services to our customers.'
Starting with about 28 million subscribers across 16 circles in May 2007,
Vodafone Essar today has 100 million customers and its footprint has extended to
all the 23 circles in the country. This journey is a testimony of Vodafone's success
in a highly competitive and price sensitive market. Around 60% of the Company's
customer additions now come from upcountry areas. With a distribution reach of
about 1.2 million outlets, Vodafone is well-geared to serve customers in theremotest corners of India.
'In addition to voice and text, Vodafone will also work on investing in platforms
that will enable the delivery of internet and data services to a large part of the
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country. Vodafone will also continue to increase investments in new business areas
like enterprise and carriers business,' Mr. Pieters added. About Vodafone Essar
Vodafone Essar is the Indian subsidiary of Vodafone Group and commenced
operations in 1994 when its predecessor Hutchison Telecom acquired the cellular
license for Mumbai. The company now has operations across the country with over
100 million customers.
Vodafone is the world's leading international mobile communications group with
approximately 333 million proportionate customers as on 31 December 2009.
Vodafone currently has equity interests in 31 countries across five continents and
around 40 partner networks worldwide. For more information, please visit
www.vodafone.com .
The Essar Group is a diversified business corporation with a balanced portfolio of
assets in the manufacturing and services sectors of Steel, Energy, Power,
Communications, Shipping Ports & Logistics, and Projects. Essar employs more
than 50,000 people across offices in Asia, Africa, Europe and the Americas.
Vodafone was formed in 1984 as a subsidiary of Racal Electronics Plc.
Then known as Racal Telecom Limited, approximately 20% of the company's
capital was offered to the public in October 1988. It was fully emerged from Racal
Electronics Plc and became an independent company in September 1991, at which
time it changed its name to Vodafone Group Plc.
Following its merger with AirTouch Communications, Inc. (µAirTouch¶),
the company changed its name to Vodafone AirTouch Plc on 29 June 1999 and,
following approval by the shareholders in General Meeting, reverted to its former
name, Vodafone Group Plc, on 28 July 2000.
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Key milestones in the development of Vodafone can be found in the
following sections, organized by year:
2008
Vodafone acquires a 70% stake in Ghana Telecom for $900 million
(July)Vodafone launches the M-Paisa mobile money transfer service on
Afghanistan's Roshan. Afghanistan is added to the Vodafone footprint. (February)
2007
A consortium led by Vodafone Group is awarded the second mobile phone license
in Qatar (December). Vodafone agrees to acquire Tele2 Italia SpA and Tele2
Telecommunication Services SLU from Tele2 AB Group. (October) Vodafone
announces completion of the acquisition of Hutch Essar from Hutchison
Telecommunications International Limited. (May)
Safaricom, Vodafone¶s partner in Kenya announces the launch of M-PESA, aninnovative new mobile payment solution that enables customers to complete
simple financial transactions by mobile phone. (February)
Vodafone agrees to buy a controlling interest in Hutchison Essar Limited, a leading
operator in the fast growing Indian mobile market, (February) Vodafone announces
agreements with both Microsoft and Yahoo! to bring seamless Instant Messaging
(IM) services to the mobile which can be accessed from both the PC and mobilehandsets. (February)
Vodafone signs a series of ground-breaking agreements which will lead to the
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mobilizing of the internet. You Tube agrees to offer Vodafone customers specially
rendered You Tube pages on their mobile phones. With Google ,Vodafone
announces its intention to develop a location-based version of Google Maps for
With eBay, Vodafone announces it is to offer the new eBay mobile Service to
customers, With MySpace.com Vodafone announces an exclusive partnership to
offer Vodafone customers a My Space experience via their mobile phones.
(February). Vodafone reaches 200 million customers (January)
2006
Sale of 25% stake in Switzerland's Swisscom (December) Sale of 25% stake in
Belgium's Proximus . (August) The number of Vodafone live! customers with 3G
reached 10 million in March 2006. We acquired Telsim Mobil Telekomunikasyon
Hizmetleri (Turkey) in May 2006. Launch of mobile TV capability and Vodafone
Radio DJ, which offers a personalized, interactive radio service streamed to 3G
phones and PCs. 3G broadband through HSDPA launched offering faster than 3G
speeds. Japan business sold to SoftBank. µMake the most of now¶ global marketing
campaign launched. Sir John Bond succeeds Lord MacLaurin as Chairman.
2005
We completed the acquisition of MobiFon S.A. (Romania) and Oskar Mobile a.c.
(Czech Republic) (May). Launch of Vodafone Simply, a new easy -to-use service
for customers who want to use voice and text services with minimum complexity
(May). Introduction of Vodafone Passport, a voice roaming price plan that
Provides customers with greater price clarity when using mobile voice services
abroad
2004
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We launched our first 3G service in Europe with Vodafone Mobile Connect
3G/GPRS data card. We have 14 Partner Networks with new agreements in
Cyprus, Hong Kong and Luxembourg. Vodafone live! with 3G launched in 13
markets (November).
2003
At the GSM Association Awards Ceremony in Cannes, France, we won the mobile
industry's most prestigious awards in two categories, Best Consumer Wireless
Application or Service and Best Television or Broadcast Commercial for its global
consumer service, Vodafone live! Our premium handset for Vodafone live!, the
Sharp GX10, won the Best Wireless Handset Award for the Sharp Corporation.
Vodafone live! attracts 1 million customers in its first six months. Verizon
Wireless and Vodafone co-operate on laptop e-mail, internet and corporate
applications access for the US and Europe. Arun Sarin succeeds Sir Christopher
Gent as Chief Executive.
2002
We trial our global mobile payment system in the UK, Italy and Germany . The
trial enables customers to purchase physical and digital goods using their mobile
phone. We launch the first commercial European GPRS roaming service.
Customers are able to seamlessly access services such as corporate e-mail, intranet
and personalized information on their mobile phones, laptops or PDAs over GPRS.
The Vodafone Group Foundation is launched, with plans to contribute £20 million
to community programmes, guided by the Group Social Investment Policy. In
October, we announce the launch of Vodafone live!, a new consumer proposition,
and Mobile Office, a new business proposition. In November, Vodafone Remote
Access is launched as part of Mobile Office. The service gives business customers
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an easy way to connect to their corporate LAN to access email, calendar and other
business specific applications whilst on the move.
2001
We acquire Ireland's leading mobile communications company, Eircell.
Vodafoneand China Mobile (Hong Kong) ltd (CHMK) sign a 'strategic alliance
agreement'.
The Group completes the acquisition of a 25% stake in Swisscom Mobile. We
introduce instant messaging to our networks, a faster and more efficient way to
communicate using text messages via SMS or WAP. First global communications
campaign launched in August. The campaign features TV, cinema, print, online
and outdoor media, each version asking the question, 'How are you?'. First
Vodafone Partner Agreement with TDC Mobil A/S, Denmark's leading mobile
operator. The agreement is the first of its kind in the mobile industry and means
Vodafone and TDC Mobil will cooperate in developing, marketing and advertising
international roaming products and services to international travellers and
corporate customers. We make the word's first 3G roaming call (between Spain
and Japan).
2000
On 4 February, terms are agreed with the Supervisory Board of Mannesmann by
which Mannesmann would become a part of the Vodafone community. The
transaction almost doubles the size of the Vodafone Group. The agreement to
acquire Mannesmann AG receives European Commission clearance on 12 April
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2000. Verizon Wireless is launched in May, the combination of Vodafone
AirTouch's and Bell Atlantic's US cellular, PCS and paging assets.
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OBJECTIVE
The main aim of research is to find out the truth which is hidden and which has not been discovered yet . This Survey is designed to bring about a sharp understanding
of the market potential for telecommunication products. The corporate support to
different brands . The study is made to assess and access the consumer desire from
versatile angles leading to skim out the potentially of market strengthening
Vodafone cellular action plan meeting future target not only this much but it also
makes a gesture to assess the current to rest competitors of telecommunication.
Though yet each research study has its own specific purpose thesis can be:-
1.To fulfill the distributions gap as per the GIS.
2. To increase the ROI of the company.
3. To increase the customer base.
4. To find out the degree of market potentiality for Vodafone .
5. To study the present and future needs of mobile along with corporate support to
a particular brand of telecommunication connection in comparison to other
competitor of telecom.
6. To study the impact of attributes like price quality of connectivity and services
etc. for preferring a particular brand of telecommunication connection.
7. To assess the potentiality of respondent as future target customer for Vodafone
telecommunication.
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8. To gain familiarity with a phenomenon or to achieve new insights into it
(exploratory or formative research).
9. To portray accurately the characteristics of a particular individual situation or a
group (descriptive research).
10. To test a hypothesis of a casual relationship between variables (hypothesis
testing research).
11. Another objective is to penetrate the urban market.
RESEARCH METHODOLOGY
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Preplanning is sin qua non for any kind of work. Preliminary preparation leads to
reach closer to the successful achievement of the target. Initially the topic of work
upon was decided and basing on which certain imitative to minimize the gap of
distribution. Finally a questionnaire was framed in such a fashion focusing certain
most important points.
(a) Large no. of customer.
(b) Availability of various telecom and non telecom outlet.
(c) Quality of coverage for existing outlet.
(d) Total no. of existing telecommunication user and their level of satisfaction.
(e) Availability of basic amenities in a particular city / town / village.
(f) Finally assessing the exact living standard of the people in a particular city/
town / village.
Data Surface :
Primary Data .
Research Approach :
A survey of telecom and non telecom outlet.
Research Instrument :
Schedule A schedule was prepared and used for collection the
primary data. The schedule consisted of question related to:-
(a) Usage of telecommunication connection and their coverage connectivity.
(b) Availability of various accessories of telecommunication.
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(c) Present condition of existing telecommunication system.
(d) Availability of various towers in the particular area.
Objective Schedule:
To gather the full detail to arrive at the present and accurate living standard.
Comparison to other telecom with special reference to idea .
Structured questionnaire help in collection data ,
(Primary data). Secondary data were collected by the internet
(www.vodafone.com).
TECHNIQUES OF MARKETING RESEARCH
Marketing Survey:-
Marketing survey is one of the most widely used M.R. Techniques market
survey is at times viewed as synonyms with market research. It is justone
method of collecting the marketing information required for carrying out a given
marketing research task.
STEPS IN MARKET SURVEY
PLANNING THE SURVEY
1. Problem definition
2. Selection of the survey method
3. Sampling
4. Questionnaire development
5. Pilot survey
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FIELD WORKS
1. Selection and training of investigator
2. Collection of data
3. Supervision
ANALYSIS AND INTERPRETATION OF DATA
1. Editing
2. Tabulating, Processing & Interpreting data
3. Statistical analysis & Interpreting
REPORT MAKING
1. Summarizing findings & Recommendations
2. Report writing
My Research Design
There are three types of Research Design.
Exploratory research design.
Descriptive and diagnostic research design
Hypothesis- testing research design.
My research was exploratory research so I am discussing only
exploratory research design. In exploratory research design hypothesis is
developed on the basis of the influencing variables which are available. The
main purpose to do research design is to find new ideas for which the
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researcher must always remain alert. There are three principles stages of
exploratory research design.
First Stage: Survey of secondary information sources.
Second Stage: Interview with knowledge persons.
Third Stage: Examination of situation that are analyses to the problem.
Methods of Data Collection
There are two types of data:
1. Primary data
2. Secondary data.
Primary Data:
The primary data are those which are collected a fresh and for the first
time and thus happen to be original in character.
Secondary Data:
In the case of secondary data the nature of data collection work is merely
that of complication.
Collection of Primary Data:
1. Observation Method. 2. Interview Method.
3. Through questionnaire. 4. Through schedules.
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Collection of Secondary Data:
1. Various Publication of the Central, State and local government.
2. Technical and trade journals.
3. Book magazines and newspapers.
4. Report and publications of various associations connected with
business and industry, bank stock exchange etc.
5. Reports prepared by research scholars, universities economists etc. in
different field.
Collection of My Secondary Data
In my research study I used only primary data and I collected it through
the questionnaire methods, I collected these data from Nagpur in different beats.
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QUESTIONNAIRE
OBEJECTIVE:- Viability and Presence of telecom product in non telecom
outlets with reference to Nagpur.
Name of the owner -««««««««««..
Shop name-««««««««««««««
Address -««««««««««««««...
Contact no -«««««««««««««..
For Telecom Outlets
Q1. Are you selling Sim card?
YES NO
Q2. Which type of sim service Provided ?
PRE PAID POST PAID BOTH
Q3. Are you sell recharge voucher¶s ?
YES NO
Q4. Which kind of recharge vouchers sell mostly ?
PAPER RECHARG EELECTRONIC RECHERGE BOTH
Q5. How many Network available at your outlet ?
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TWO FOUR SIX ALL AVAILABLE
Q6. Which Network you prefer to sell ?
VODAFONE BSNL IDEA
AIRTEL TATA RELIANCE
Q7. What¶s the consumer need and demand at you outlet ?
BETTER SERCIVE BETTER SCHEME BOTH
Q8. Do you have any problem with any service provider ?
YES NO
Q9. Would you like to prefer those service provider who provide better service
and attractive margin ?
YES NO
Q10. Are you satisfied with the current Vodafone plans and service?
YES NO CAN¶T SAY
For Non Telecom outlets
1. Do you sell Sim & Recharge?
A. Yes B. No
2. Why don¶t you sell recharge to your existing customer?
A. Financial Problem B. Unawareness of Schemes
C. Unavailability of Service D. Other reason
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3. Do you know the attractive margins & schemes?
A. Yes B. No.
4. Is there any demand of Sim & Recharge?
A. Yes B. No C. Up to some extant
5. Does you existing loyal customers have use of mobile?
A. Yes B. No
6. Would you like to sell Sim & Recharge when your customer demands?
A. Yes B. No
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DATA ANALYSIS
For Telecom Outlet
Are you selling Sim card?
YES - 72%
NO - 28%
Which type of sim service provided?
Prepaid - 70% Postpaid - 20% Both - 10%
Sale
YES
NO
Types of sim
prepaid
postpaid
both
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Are you sell recharge voucher¶s?
YES ± 68% NO - 32%
Which kind of recharge vouchers sell mostly?
Paper Recharge- 45% Electronic Recharge ± 30% Both ± 25%
Vouches's sell
YES
NO
Types of recharge
paper rec.
Elec.Rec.
Both
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How many Network available at your outlet ?
Two ± 10% Four - 35%
Six - 25% All available ± 30%
Which Network you prefer to sell ?
Vodafone - 27% BSNL -5% Idea - 20%
Airtel - 25% Tata ± 08% Reliance - 15%
Network
Two
Four
Six
All
Prefer network
vodafone
BSNL
Idea
Airtel
Tata
Rel.
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What¶s the consumer need and demand at you outlet ?
Better service - 25% Better scheme - 35% Both - 40%
Do you have any problem with any service provider ?
YES - 39% NO - 61%
Consumer need & demand
Service
Scheme
Both
Problem with any service
provider
YES
NO
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Would you like to prefer those service provider who provide better service and
attractive margin ?
YES - 90% NO - 10%
Are you satisfy with the current Vodafone plans and service ?
YES 35% NO ± 25% Can¶t say- 40%
Prefer those service provider
who provide better service
and attractive margin
YES
NO
satisfy with the current
Vodafone plans and service
YES
NO
Can't say
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For Non Telecom outlets
Do you sell Sim & Recharge?
YES - 70% NO- 30%
Why don¶t you sell recharge to your existing customer?
Financial Problem ± 40% Unawareness of Schemes- 20 %
Unavailability of Service- 10% Less margin- 10% Other reason- 20%
Sales
YES
NO
Why dont you sell recharge
FinancialProblem
Unawareness of
Schemes
Unavailability of
Service
Less margin
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Do you know the attractive margins & schemes?
YES - 59% NO ± 41%
Is there any demand of Sim & Recharge?
YES ± 60% NO ± 30% Upto some extant ± 10%
Do you know the attractive
margins & schemes
yes
no
demand of Sim & Recharge
YES
NO
Upto some extant
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Would you like to sell Sim & Recharge when your customer demands?
YES - 90% NO - 10%
Does you existing loyal customers have use of mobile?
YES - 83.60% NO ± 16.40%
sell Sim & Recharge when your
customer demands
YES
NO
Does you existing loyal
customers have use of mobile
YES
NO
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PRODUCT PROFILE
BASIC SERVICES
Clip
Call Hold/call waiting
Call conference
Clir
Itemised Bill (Post Paid)
SMS
Call Barring (CBARR) (Post Paid)
CALLER LINE IDENTIFICATION PRESENTATION (CLIP)
Clip identifies the caller by displaying the number of the caller on the handset. This
allows you the benefit of accepting or rejecting the call; although, at times caller
Line Identification may not appear due to technical problems in the originating
network.
CALL HOLD/ CALL WAIT
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This feature allows you to receive or make another call, while you are already
busy with a call, without disconnecting it . You can receive or make a second call,
by putting the first call on hold. You billed for both the calls. You can activate call
waiting by using the menu of your cell phone
CALL CONFERENCE (CC)
This feature allows you to have a teleconference with up to five people at the same
time, from wherever you are. You can conference with either cellular or landline
phones, including STD and ISD calls. To make a conference call simply make your
first call. Then put the first call on hold and dial the next number. To conference,
scroll through the handset menu and select the conference feature. Now your call
are connected . to invite another person follow the same steps again
Note:
Call conference is a handset dependent feature
You are charged for the time on hold and conference
The originator of the calls will be charged for all the calls initiated by him.To
use the facility you need to activate the ³call waiting´ feature on CALLER
LINE IDENTIFICATION RESTRICTION (CLIR)
Now, with CLIR you can restrict your cellular phone number from being
displayed on the receiver¶s cellular phone. This means, you can maintain
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complete confidentiality of your number. This feature might not function across
operator networks, but will definitely restrict caller ID when called within the
same cellular operator network¶s Mobile numbers.
ITEMISED BILLING
An itemized bill gives you the details of all calls made and received, and of all
the other facilities you availed of, on your mobile number during a month. It
also carries details of the number called/ received, time and date of the call,
duration and the amount charged.
SHORT MESSAGING SERVICE
This feature allows you to send and receive messages to and from, respectively;
almost all national and international cellular operators. SMS allows you access
to services lime receiving stock quotes, horoscopes, Jokes messages, email,
news and many others. It comes as an in built feature to all Vodafone
subscribers. Vodafone offers an array of Services that help you manage your
calls better. From caller Identification to call waiting, from call divert to call
conference Vodafone redefines convenience. Most of these features are optional
and can be availed of on request and carry a nominal subscription charge. To
activate any feature call our customers care or visit any Vodafone µn¶ U
Showroom.
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CALL DIVERT (CD)
With call Divert, you can divert an incoming call to another cell phone (be it
Vodafone or Airtel/ Essar or BSNL cellular Phone ) or even a landline number
(within Andhra Pradesh local dialing list). You can divert your calls.
VALUE ADDED SERVICES
Just when you thought you had the cake, we made it possible for you to eat it too.
Introducing THE VODAFONE Value Added Services, a vibrant bouquet of "little
conveniences" "small pleasures" "bits of happiness" "dollops of infotainment" and
all those "itsy bitsy" wants of yours that together make up THE BIG SMILING
PICTURE.
SMS based services to Voice based ones, the vodafone range cuts across all
modes of communication to ensure the BEST VALUE for your money.
So be it downloading the latest ring tones or sharing the freshest of blonde jokes,
be it checking the status of your cousin's train arrival time or arranging a pick up
for your boss's delayed flight, vodafone hands you the power to do it all.
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VODAFONE 'S VALUE ADDED SERVICES ARE AS INNOVATIVE
AND EXCITING AS YOUR DESIRES.
VALUE ADDED SERVICES
SMS SERVICES -
vodafone Buzz - Subscription Services - 4560456
SMS Short Code
Text Messaging
Dynamic Voice Mail Service
GPRS/EDGE
vodafone Buzz - Subscription Services - 4560456
SMS Short Code
Text Messaging
Dynamic Voice Mail Service
VOICE
Say vodafone -456
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Ganesha Speaks - 181
Back ground Music
VODAFONE GPRS ± THE INTERNET ON THE MOVE VODAFONE
vodafone¶s 3G compatible network supports general Packet radio
service (GPRS) and EDGE, which allows you to access internet websites
and information portals on your mobile, making it possible to stay informed
and remain truly connected in this dynamically changing and competitive
environment. Gone are the days when connecting to a website from the
mobile took as long as 2 ± 3 minutes. GPRS compatible handsets ensure
that as a user, you are ³ always on´. There is no need for a dial up
connection or any ISP connection.
Now you can now carry the world Wide Web in their pocket ± the
vodafone world. Read email, get stock quotes, check the weather, read the
latest news and even chat with friends and ³Buddies´ on Idea Network,
yahoo, MSN and ICQ while on the move.
One of the mind ± blowing applications on GPRS/EDGE in
multimedia Messaging Service (MMS). Vodafone is among the pioneers in
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the country to provide MMS. This latest innovation in the area of mobile
communication provides you the ability to communication provides you the
ability to communicate not just in voice or text but also in full color images.
Now you can send your emotions to your near and dear ones; with
photographs, attach voice clips and append text too. Just in case the receiver
does not have on MMS handset, even then the photographs can be accessed
from our website http.//www. vodafone co.in// for your convenience, we
have also created a library of photo album and voice clips, from where you
can choose and send photographs. Further, you can also compose your own
MMS message on the above ± mentioned website and send it across to a
cellular phone or any e-mail ID.
With the introduction of GPRS on its networks, vodafone also
supports the use of the GPRS phone as a modem, providing busy lap top
armed executives, like most of you; the opportunity to log in wirelessly
while ³ on the go´ . thus now you can surf the Internet using our GPRS
connectivity with your computer.
ADVANTAGE OF VODAFONE GPRS
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High speed and ³ always on ³ internet on the move
Internet access on prepaid also
Liberation from the shackles of dial - up or ISP connection.
Receive voice calls or SMS even while logged on to GPRS.
Revolutionary concept of charging - only for what you send and receive
Offers MMS, a platform to communicate not just in voice or text but also in
full color images.
MARKETING RESEARCH - AN INTRODUCTION
Marketing basically consist of spotting the need of customers and meeting
them in the best possible manner. Marketing Research plays key role in this
process. It helps the firm acquire a better understanding of the consumer, the
competition & The marketing environment. It also aids the formulation of
marketing Mix.
Today carrying out research relating to customers products and market
requires specialized skills sophisticated techniques
DEFINITION OF MARKETING RESEARCH:
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³Marketing research is the systematic gathering recording and
analyzing of data about problems relating to the marketing of goods and
services. ³
A MERIC AN M A RKETI NG A SSOCI ATIO N ( A M A )
CLASSIFICATION OF MARKETING RESEARCH PROBLEM
The various marketing research problem can be classified based on the
subject matter of research as shown below:-
1. Research on Product
2. Research on Market
3. Research on consumer
4. Research on advertisement and Promotion
5. Research on distribution
6. Research on Price
7. Research on competition
8. Research on Sales method
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Research on Products includes studies on the competitive position of a
product /brand : the level of consumer acceptance of a products/ brands etc.
consumer research includes.
Studies on consumer behavior. Buyer Motives consumer loyalty.
Consumer resistance etc.
Research on market includes market share analysis demand analysis
determining market characteristics, market segmentation studies . Analysis
of market territories etc.
Characteristics, market segmentation reveals trends in competition,
evaluates the marketing progress of majors competitors. Shops their
strengths and weakness and analysis their vs. Performance.
Research on distribution includes studies on distribution policies
transportation, warehousing etc.
Research on advertisement and promotion includes studies on
advertising effectiveness, studies on media and their relative effectiveness
and cost- benefits of sales promotion etc.
MAIN STEP INVOLVED IN MARKETING RESEARCH
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1. Defining the marketing problem tom be tackled and identifying the
marketing research problem involved in the task
2. Specifying the information requirement
3. Developing the research design & research procedure.
4. Gathering the information
5. Analyzing the Information & Interpreting it in terms of the problem being
tackled.
6. Preparing the Research report
TECHNIQUES OF MARKETING RESEARCH
Marketing Survey:-
Marketing survey is one of the most widely used M.R. Techniques
market survey is at times viewed as synonyms with market research. It is
just one method of collecting the marketing information required for
carrying out a given marketing research task.
STEPS IN MARKET SURVEY
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2. Report writing
RESEARCH METHODOLOGY
Preplanning is sin qua non for any kind of work. Preliminary
preparation leads to reach closer to the successful
achievement of the target. Initially the topic of work upon
was decided and basing on which certain imitative to
minimize the gap between planning and achievement was
taken. Finally a questionnaire was framed in such a fashion
focusing certain most important points.
(a) Large no. of customer.
(b) Availability of various telecom and non telecom outlet.
(c) Quality of coverage for existing outlet.
(d) Total no. of existing telecommunication user and their level of
satisfaction.
(e) Availability of basic amenities in a particular city / town /
village.
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(f) Finally assessing the exact living standard of the people in a
particular city / town / village.
Data Surface : Primary Data.
Research Approach : A survey of telecom and non telecom
outlet.
Research Instrument : Schedule A schedule was prepared
and used for collection the primary data. The schedule
consisted of question related to:-
(a) Usage of telecommunication connection and their coverage
connectivity.
(b) Availability of various accessories of telecommunication.
(c) Present condition of existing telecommunication system.
(d) Availability of various towers in the particular area.
LIMITATIONS
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There are different reason in the different to markets for
not using the Vodafone cellular. The limitation's which was
found by me are as under.
1. Lack of proper advertisement and hoarding Vodafone cellular
are firstly emphasizing on the urban area & developed markets
only.
2. Lack of tower's of the Vodafone cellular in many places.
3. Lack of regular visit is the small markets.
4. Lack of information provided by the company to the rural area
people.
5. Lack of taking interest in the eastern Nagpur region.
RECOMMENDATIONS
Vodafone cellular is the growing and big competitive
industries, today in telecommunication sector there are many
company, like BSNL, Airtel, Reliance and now idea & TATA
has also launched his telecommunication service TATA
Indicom, so, Vodafone has to face many competition in the
market in the case of sales promotion activities in telecom with
special reference to vodafone cellular, so, Vodafone has
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improve thee tower in the Rural area also I want to
recommended to Vodafone cellular to established there tower
as fast as they can do so, Vodafone is a big and stable company
so they have to improve themselves as a good telecom service
provid
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PROMOTION
Another one of the 4P's is 'promotion'. This includes all
of the tools available to the marketer for 'marketing
communication'. As with Neil H.Borden's marketing mix,
marketing communications has its own 'promotions mix.'
Think of it like a cake mix, the basic ingredients are always
the same. However if you vary the amounts of one of the
ingredients, the final outcome is different. It is the same with
promotions. You can 'integrate' different aspects of the
promotions mix to deliver a unique campaign. The elements
of the promotions mix are:
Personal Selling
Sales Promotion
Public Relations
Direct Mail
Trade Fairs and Exhibitions
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Advertising
Sponsorship
The elements of the promotions mix are integrated to
form a coherent campaign. As with all forms of
communication. The message from the marketer follows the
'communications process' as illustrated above. For example, a
radio advert is made for a car manufacturer. The car
manufacturer (sender) pays for a specific advert with contains
a message specific to a target audience (encoding).
It is transmitted during a set of commercials from a
radio station (Message / media). The message is decoded by a
car radio (decoding) and the target consumer interprets the
message (receiver). He or she might visit a dealership or seek
further information from a web site (Response). The
consumer might buy a car or express an interest or dislike
(feedback). This information will inform future elements of
an integrated promotional campaign. Perhaps a direct mail
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campaign would push the consumer to the point of purchase.
Noise represent the thousand of marketing communications
that a consumer is exposed to everyday, all competing for
attention.
The Promotion Mix
Let us look at the individual components of the
promotions mix in more detail. Remember all of the elements
are 'integrated' to form a specific communications campaign.
1. Personal Selling
Personal Selling is an effective way to manage personal
customer relationships. The sales person acts on behalf of the
organization. They tend to be well trained in the approaches
and techniques of personal selling. However sales people are
very expensive and should only be used where there is a
genuine return on investment. For example salesmen are often
used to sell cars or home improvements where the margin is
high.
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2. Sales Promotion
Sales promotion tend to be thought of as being all
promotions apart from advertising, personal selling, and
public relations. For example the BOGOF promotion, or Buy
One Get One Free. Others include couponing, money-off
promotions, competitions, free accessories (such as free
blades with a new razor), introductory offers (such as buy
digital TV and get free installation), and so on. Each sales
promotion should be carefully costed and compared with the
next best alternative.
3. Public Relations (PR)
Public Relations is defined as 'the deliberate, planned
and sustained effort to establish and maintain mutual
understanding between an organization and its publics'
(Institute of Public Relations). It is relatively cheap, but
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certainly not cheap. Successful strategies tend to be long-term
and plan for all eventualities. All airlines exploit PR; just
watch what happens when there is a disaster. The pre-planned
PR machine clicks in very quickly with a very effective
rehearsed plan.
4. Direct Mail
Direct mail is very highly focussed upon targeting
consumers based upon a database. As with all marketing, the
potential consumer is 'defined' based upon a series of
attributes and similarities. Creative agencies work with
marketers to design a highly focussed communication in the
form of a mailing. The mail is sent out to the potential
consumers and responses are carefully monitored. For
example, if you are marketing medical text books, you would
use a database of doctors' surgeries as the basis of your mail
shot.
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5. Trade Fairs and Exhibitions
Such approaches are very good for making new contacts
and renewing old ones. Companies will seldom sell much at
such events. The purpose is to increase awareness and to
encourage trial. They offer the opportunity for companies to
meet with both the trade and the consumer. Expo has recently
finish in Germany with the next one planned for Japan in
2005, despite a recent decline in interest in such events.
6. Advertising
Advertising is a 'paid for' communication. It is used to
develop attitudes, create awareness, and transmit information
in order to gain a response from the target market. There are
many advertising 'media' such as newspapers (local, national,
free, trade), magazines and journals, television (local,
national, terrestrial, satellite) cinema, outdoor advertising
(such as posters, bus sides).
7. Sponsorship
Sponsorship is where an organization pays to be
associated with a particular event, cause or image. Companies
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will sponsor sports events such as the Olympics or Formula
One. The attributes of the event are then associated with the
sponsoring organization.
The elements of the promotional mix are then integrated
to form a unique, but coherent campaign.
CONCLUSION
With this the researcher come to the conclusion part of
the research report. It was a wonderful experience for the
researcher of working on the topic selected by him. Although
it was not an easy task collecting information in the
competitive market of telecom services. But taking up the
challenge itself was very interesting.
� It is clear from the analysis Vodafone cellular is much better
than other telecom due to the survey of
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VardhamanNagar.according to the customer of Vardhaman
Nagar living standard of high people and lower people.
� By the survey I have found that there are many telecom
company but and many competitors in market but no any one
defeat the Vodafone cellular.
� Many activity of Vodafone cellular as tariff plan, Recharge, there
activity customer satisfaction and prove all the best of other telecom.
BIBLIOGRAPHY
Philip Kotler : Principle of marketing practice
Hall of India Pvt. Ltd.
C.R. Kothari : Research methodology vishwa
prakashan New Delhi.
News paper : Times Of India.
Internet : www.vodafone.com
Note:- Respected sir I already submitted my Daily working report and Documents
of New outlets to vinod sir. plz go through it.
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THANK YOU
Photo Gallery
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:-This invitation card used in our Nukked meet at khaperkheda.Design by ME And
Kuldeep (TSI)
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New outlets open by me and my team:
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Daily Working Report Fulfilled By Me
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