Grop 4 Final Maret Research

8/7/2019 Grop 4 Final Maret Research

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WHY?

Vodafone (Telecom Industry)

• Has its operations in 16 telecom circles of the country, whichcovers around 86% of the customer mobile base in India.

• Offers both postpaid and prepaid GSM cellular mobilecoverage all across India and its hold is especially strong inthe metropolitan cities.

• Services like 2G, which are based on 1800Mhz and 900MhzGSM digital technology, also offers voice and data services.

STILL …….

Vodafone is at NO 3..

This was the main reason as to why we chose Vodafone as ourresearch product to analyze as in what is it that which could takeour product to the no 1 position.

Aim for Our Research:- Identifying the target audience(location wise) and implementing the existing key strategiesspecifically (sufficing the particular target) with the help of asurvey (sample size 154) and also suggesting future plans on the

basis of the survey conducted.Introduction to Objectives of Market Research and theKNOWN Facts and Figures:-

1. Market Attractiveness Evaluation:

○ Market sizing - estimating the size of a total market,how much is accessible by the business, and/or whatmarket share ambitions would be realistic.

Over 130 million customers, with subscriber bases in

the major cities as:• Kolkata - 1,632,875• Mumbai - 2,989,970• Delhi - 3,002,442• Chennai - 981,996



○ Competitive presence (Bharti Airtel no.1 and BSNL no.2)and customer preference.

○ Customer spending patterns(Prepaid / Postpaid),

1. Customer Insight:

○ Specific customer needs (options in recharge amounts,monthly rentals etc)

○ Buying behaviors, usage patterns etc.

1. Competitive Forces:

○ Current (3G, Broadband, DTC) and potential basis(4G, VOP-voice over protocol) of competition in amarket.

1. Communications Planning:

○ Modes to which prospective customers pay attention (TV add’s, pamphlets, paper add’s etc)

○ How to reach them (Customer touch points).

1. List Building:

Compilation of information for direct / mass marketingpurposes

Introduction

Vodafone is the world’s largest mobile telecommunicationcommunity with over 130 million customers has fully arrived inIndia. The Vodafone brand was launched in India on 21stSeptember, 2007. It is the best known brand and aims its growththrough high volume of sales and through means of meeting thecustomer needs by providing value addition to its products.

Vodafone's logo is a true representation of that belief - The startof a new conversation, a trigger, a catalyst, a mark of truepioneering.



Today’s world is a global market with few barriers, so Vodafonehas to be highly visible as 'the brand to buy'. Effective marketing

is the key to this high visibility.Marketing involves anticipating customers' needs and finding theright product or service to meet those needs, therebyencouraging high sales levels. Vodafone goes further by lookingto impress on its customers not merely what its products are i.e.features, but also what they can increasingly do i.e, benefits. Thisinvolves effective communication.

There is a slowdown in sales of mobile handsets, in some marketslike the UK, as the mature part of the product lifecycle is reached.

Customers are becoming aware of different brands and theirvaried handsets through different sources one of which includesthe messages sent by mobile phone companies and thus thecompetition is getting tougher. Thus Vodafone started appealingnew customers and aiming to keep the existing ones byemphasizing the uniqueness of the brand.

Thus Vodafone's aim is to grow its revenue and improve its profitmargin by adding value to its products and services i.e. earningmore from each product sold. The 'Vodafone live!' service enables

customers to use picture messaging and to download polyphonicring tones, colour games, images and information, through anicon-driven menu.

This service will soon be further enhanced by picture messaginglibraries, video clips and video telephony (seeing the personyou're calling) and improving download speeds. Another service is



the Vodafone Mobile Connect Card, which enables customers toaccess their normal business applications on a laptop when out of the office. Such services add value to the product, and highprofile effective promotion will help sell these services to existing

and new customers.

WHY DO I EXIST

India is the world's second largest mobile operator in terms of

subscribers and largest in terms of revenue. Indian telephone

subscriber bases crosses 700 million

India is having high customer base with low penetration level.

Hence VODAFONE has tapped this opportunity to gain revenue.

There exist Scope for expansion and thus Vodafone had a deal to

acquire controlling stake in Hutch-Essar, which it renamed as

Vodafone-Essar for about 11.1 billion dollar in cash.

Fast, secure and undisturbed network coverage is a must for a

telecom and Vodafone provides them all.

WHERE AM I TODAY

Vodafone’s Q2 revenue of 954£ million for year 2010 has grown

13.7% over last year. Market share of Vodafone-Essar GSM is

ranked 3rd, 1st is Airtel GSM and 2nd is reliance CDMA/GSM.

Existence:- Has a presence in all 23 Indian telecom circles, over

78,000 base stations across India and around 2,600 new basestations deployed each month.



CRM: Network deployment and maintenance of 56,933 base

stations in 16 circles covering 86% of India’s mobile customer

base, with over 34.1 million customers outsourced to Indus

Towers, of which Vodafone-Essar has a 42% shareholding.

It has the operator market share of 18%.

As per COAI’s (Cellular Operators Association of India) March 2010

data, Vodafone added 36 lakh users and emerged as the number1 player in mobile subscriber additions.

WHERE I HAVE TO REACH

To become the market leader with gaining the maximum market

capitalization in India.



To capture both the urban and the rural segment and maximize

the network in India.

POTENTIAL MARKET:

THE RURAL YOUTH

• When you consider India you have to consider the ruralyouth. There are 100+ million rural mobile owners in India.

• Rural youth has already been targeted by mobile companieswhere mobile has ben penetrated so service Vodafone has abig opportunity there.

• Even if services where consumers spend < Rs. 50 a monthmake money, there is a potential market condsidering 600

million people living in rural India makes vodafone‐marginspotentially profitable.

CHALLENGES:

• Entering of new service providers with low pricing in call and

sms rates.

• Moving segmention :

Already Vodafone has captured its previous segmented market ie.

16-40 but to shift its its positioning of target group is a major

challenge for Vodafone.

• To tap the customers of airtel which is having the highest

customer base in india and highest market share.

To exist and grow in the cluttered market with competitors like:

Airtel

Reliance

Bsnl

Aircel



Idea

Uninor

Docomo

Loop

SpiceBpl

WHAT I HAVE TO DO TO REACH THERE

Cost reduction: Vodafone, which recently tied up Chinese handset

maker ZTE, may also bring low cost mobile phones to India

starting at retail price of Rs 850.



Pursue growth opportunities in total communications

• Mobile data

Vodafone have made significant progress on mobile data,with huge annualized revenue. This is still a large

opportunity, with the penetration of data devices is almost

nil in emerging markets.

• Broadband

There will be 275 Million High speed Broadband Users inIndia by 2015. Vodafone has a good opportunity to generaterevenue by providing this service to the end users.

• The unique U

Can create a Vodafone service portal for customers through

messages similar to the portal on the websites.

• Emphasizing more on the i-CRM

Through more advanced customer care service it canemphasize more on customer relationship management

which will help it to tout their tagline “happy to help” which

is currently not practiced.

WITH RESPECT TO OUR QUESTIONNAIRE

Value grid is the one where attributes vs brands is taken intoconsideration. When customers are taken into consideration,

while choosing a mobile service provider they will look for all thepossible brands and all the attributes available with those brands.

For example, when a customer wants to buy Vodafone, attributeswhich interest him/her in buying this would include Network, Callrates, New schemes and offers, SMS rates, value added services,recharge outlets, customer care and internet services.



Market was analyzed by a survey answered by 152 respondents,who were asked for their preferences over 8 attributes in 8different brands. Thus it serves as a starting point for thedevelopment of the positioning study, which was in fact the

original purpose behind the survey.Perceptions vary in consumer’s mind according to different offersfound in the market, generally basing their buying decisions inthose products which are better classified in their own scale. Thusa product which has many positive attributes for a particularcustomer will be much more likely chosen than other which onlysatisfies him/her.

This is because all the customers want high quality products atbest prices. None of the customers want to overpay. Regardless

of the product category, it is the customer’s perception of valuewhich will determine which company gets their business. For thisreason it is important for Vodafone to understand how much theirproducts are worth.

A product’s worth depends upon where is its position with respectto competing products. If it is better-than the average product,then it’s worth more than average. Such products could be soldfor a premium price. Value grid is a structured approach forcomparing a product against the competition to understand its

competitive strengths and weaknesses, assets its worth andprovide a rational basis for setting its price.

Let’s look at the grid of attributes vs brands for a sampleQuestionnaire.

Relian

ce

Idea Airte

l

Vodafo

ne

BSN

L

Doco

mo

Airc

el

Unio

r

Networ

k

✔ ✔ ✔ ✔

Call

rates

✔ ✔ ✔ ✔



New

scheme

s &

offers

✔ ✔ ✔ ✔

SMS

rates

✔ ✔ ✔

Value

added

service

s

✔ ✔

Rechar

ge

outlets

✔ ✔ ✔ ✔ ✔ ✔

Custom

er care

✔

Value

added

service

s

✔ ✔

When we see in the above grid, different brands differ in differentattributes or services provided by them. Thus the brand havingmore positive attributes make it worth compared to the other.Here when we see the respondent is in favor of Airtel as he/she isattracted towards the services it is providing and also other newentrants like Docomo and Aircel are attracting the customers byproviding better attributes more or less similar to the leading

brands like Airtel, Vodafone and Reliance. Thus Vodafone shouldidentify its competitors, its strengths and weaknesses, understandopportunities to improve the product and should set priorities forimprovement according to the customer needs and finally setprices accordingly to not only retain existing customers but alsoattract new ones.

Questionnaire Scaling



Questionnaire is used to statistically obtain information about thetopic of our concern. It is the valuable method of collecting a widerange of information from a large number of individuals, oftenreferred to as respondents. Therefore a proper Questionnaire

construction is critical to the success of the survey. Inappropriatequestions, incorrect ordering of questions, incorrect scaling or abad questionnaire can make the survey valueless, as it may notexactly reflect the views and opinions of the target respondents.

Therefore in our questionnaire two different types of scaling hasbeen used namely Nominal Scale and Ordinal Scale.

Nominal Scale: In this scale the response sets are nominal i.e.response can be of following types:

1. Yes/No (Dichotomous)

In our Questionnaire, this kind of a response is used in thequestions like

• Do u call the Customer Care – Yes/No• Do u use internet service on your mobile – Yes/No

1. Response can also be of the type: ‘choose one’, ‘choose allthat apply’, ‘choose all and specify’, choose one and specify’from the list of characteristics.

In our Questionnaire, this kind of response is used in thequestions like

• Age Group• Profession• Current service provider• Brands you are aware of • Brands you have ever used

Ordinal scale:

Used to rank objects according to the amount of characteristic theobject possesses. Here Order reflects varying amounts of levelsand Rank reflects range from high to low levels.

Likert scales are ordinal but sometimes treated as interval scales.

In our Questionnaire, question like rate according to yourexpenditure is an example of ordinal scale where ranking system



is used and in the question, which of the following brands you likeor dislike the most Likert scaling has been used.

A Likert item is simply a statement which the respondent is askedto evaluate according to any kind of subjective or objective

criteria; generally the level of agreement or disagreement ismeasured. In our question where Likert scaling is used, sevenordered response levels are used.

WITH RESPECT TO OUR QUESTIONNAIRE

Demographic Details of the Sample:

Customer / Sample Size : 154

RowLabels

Count of location

ahmdabad 1alvar 1bangalore 24chattisgarh 2chennai 4hyderabad 21kerela 4

kolkata 28lucknow 1mumbai 66patna 1raipur 1Grand 154



Total

Basis of “Customer segmentation”

Vodafone is adopting a multi-segment approach. They are offering differentiated products totheir respective markets.

○ Home calling cards for the family of those professionals whos family members work

abroad.

○ Rs 10 Rechange for the small users.

○ Cheap SMS facility for the youth.

○ Facilities for circle users.

1. Voice usage

2. Recharge

3. Revenue

4. Usage of value added services

5. Usage of data services.

Examples of Segmentation

• ARPU (Average revenue per user) can be classified as highrevenue earning customer. Specific campaigns can bedesigned and executed to satisfy this group of customerswhich will be entirely different from the campaigns to beexecuted for low usage customers.

SUPPLI

ERSEG 3

SEG 2BRAND

BRAND

BRAND

SEG 4

BRAND

BRAND

SEG 1

SEG 5



• The customers having high STD call usage (National Longdistance calls) can be targeted with specific STD tariff packs.

Analysis on the basis of Market Research:

IDENTIFICATION OF TARGET GROUP WITH RESPECT TODIFFERENT SEGMENTS IN OUR QUSTIONNAIRE.

TARGET GROUP WITH RESPECT TO AGE

Looking at the service provider loyalty, from our questionnaire,

1. Airtel has the most loyal customer base, as they want to wait even if the

other service provider offer with a better service. This is directly been

seen from the graphs shown in the figure.

2. Compare to it, the Vodafone has got more volatile in loyalty basis.



3. Accordingly, if we will compare the ‘change the service provider’(csp)

option, Vodafone is been losing its customers with respect to Airtel, in

terms of loyalty.

4. Also, reliance has got good customer loyalty, but lower than Vodafone.

Now, looking at the next graph, we can interpret the loyalty interms of the age group. Accordingly, Vodafone have to tap it’s

target group.

The different age group differs in its loyalty base which can be

seen in its behavior. The different age group has been very

volatile about its volatility. As we move further, we will look upon

the different reasons of vodafone’s less volatility and accordingy,it will help to target its customers.

• As is been seen from the questionnaire sample, the age

group between 16-25, is the most volatile group as the ‘wait’

option is been the least in that group.ACcordingly, it

increases in the 16-25 group and again it began decreasing

after that.

• There could be a reason because of their precious number,

they don’t want to change their number or service. But if weconsider the age group of 10-16, it is much more volatile and

want to change its service if there is a better service been

provided.

This analysis has a support from the next graph where the

vodafone is lacking in its some of the services, to tap this 16-25

age group, where this age group is been penetrated by some of the new companies with its new services to attract.

Also, if we’ll consider the perceptual map, Vodafone is lacking in

its services like rates, where the other service providers are

penetrating. It can gain enough revenue, if Vodafone captures



this young market which we can see in the expenditure graph

shown later.

Now if we’ll see at different service providers regarding the offers,

call rates and sms rates which is largely been used by the 16-25

age group. Vodafone is lacking in its strategy to attract them as it

is very low with respect to new service providers which is

penetrating the market with this group like uninor, aircel,

docomo.

The segment which is been targeted by Vodafone till now is the25-40 age group and Vodafone has grown enough potential in it,

if we consider this group with respect to brands.

Now, from this graphical analysis, the age group between 16-40

has been captured by Vodafone and it is the maximum revenue

gainer for Vodafone, as can be seen in the expenditure graph

further.

Now, for strategies Vodafone have to target this major group 10-

16, which is the most volatile group.

Loyalty for the same servive provider



Number of Vodafone users who are willing to wait for vodafone to

upgrade their service are pretty less as compared to airtel. If we

consider the age-group of 16-25 loyalty is quite higher in case of

airtel.the scenario is somewhat similar in case of 25-40 age group

also. This is where Vodafone have to strategise to increase its

loyalty and omit its weak points. Airtel by customer service is

more upgraded than Vodafone according to customers which

directy affects Vodafone with change in its service.

MultipleSim

Total

Waitforupgradation of

serviceprovider

Total

Agegroup aircel

airtel

bsnl

docomo

Idea

loop

reliance

uninor

vodaf one

10—16 1 1 216-25 1 12 1 2 1 4 1 5 27

25-40 6 4 1 2 3 1640-60 2 1 1 1 1 2 8

GrandTotal 1 21 5 1 4 2 7 1 11 53



Agegroup

aircel

airtel

bsnl

docomo

Idea

reliance

vodaf one

10--

16 1 116-25 5 1 7 5 1825-40 1 3 3 4 3 1440-60 1 1 2

GrandTota

l 1 8 1 1 3 12 9 35

When it comes to multiple sim, we find that there is a significant

number of users who are loyal to Vodafone for some of its

offerings but they find certain features more attractive in other

brands which is why they are willing to keep multiple sims. Now,

the weak points have to be taken care of, there is a lesser market

of multiple sim which can affect Vodafone if there is an attraction

from the 2nd service provider. The major of the weakness as been

discussed is in call rates, sms rates, network and customer care.

Givefeedback throu

ghportals

Total

AgeGeoup airtel bsnl

Idea

reliance

vodaf one

10--



1616-25 3 1 1 1 625-

40 2 1 1 3 2 940-60 1 3 4

GrandTotal 6 2 1 4 6 19

We see that the number of people willing to give feedback

through portal is very few overall .But in this table, Vodafone has

a good share amongst all age groups which again speaks of the

possibility of keeping a customer loyal through portals. Now, this

is major strategy as we have discussed in the synopsis about the

strategy called ‘ unique U ‘. it is about the toll free messaging

portal where customers can give their feedbacks as there isalways a busy line in customer s care service, the customers can

make Vodafone inform about the offers and services which the

other service provider offering and want Vodafone to implement.

This will give Vodafone a insight on the views of the customers

and help it to change its strategy according to customers to make

them loyal. As there is still an emerging base in usage of internet

in india so it is not been held a the internet portal rather kept as a

message portal. This kind of strategy will help Vodafone to retainits customers and increase the loyalty as we can see there is still

a potential customers who are changing and can made tem wait

to provide better service.



Changethecurre

ntserviceprovider

Total

Agegroup airtel

bsnl

docomo

idea

reliance

vodaf one

10--16 1 1

16-25 4 1 3 13 2125-40 4 2 1 8 1540-60 1 1 1 1 4

GrandTota

l 9 1 1 3 5 22 41

While observing the above chart ,we find that customers are of

schizophrenic mindset and cannot stay loyal to their brands when

other brands are offering better options. In this case, Vodafone

customers seem to be pretty volatile in terms of loyalty.In total

there are 41 people who are willing to to change their current

service provider, out of which 22 people are Vodafone consumers.

This suggests that Vodafone needs to take initiatives to retain itscustomers.

STRATEGY TO INCREASE THE BRAND LOYALTY FOR

VODAFONE



Improve on feedback portal

Fig. change current provider

We see that Vodafone users are wanting to change their service

provider compared to other brands.so we should try to maintain

loyalty of these users which would definitely help the company to

grow in terms of customer base as well as in terms of revenue in

the long run.

There is a remarkable thing to notice in the above graph that

users are willing to wait and give a feedback through the portal

which leaves a scope of improvement for Vodafone to introduce a

portal system to gather feedback and retain loyalty of certain

customers. The portal should be user interactive so that it

becomes a unique feature for the provider.

Churn management

By the usage of business analytics and data mining, the telecomoperator can build a predictive modeling on the basis of customers' past behavior and a score is assigned to the individualcustomers. This score indicates the probability of the customer toleave the services of the operator. Moreover, by identifying themajor contributing factors to the generated churn score, thereasons for his/her probable churn can be detected. By

addressing those issues successfully, the customer can be mademore loyal to the company and can be eventually prevented fromchurning.



Increase Internet Customer Base

From the above chart, we can see that the number of the

Vodafone consumers who are not using the internet with

comparison to other brands is higher .So there lies a segment of

people where vodafone needs to penetrate with its internet

service by providing better internet schemes.

We also find out that current Vodafone users of age-group 16-25

prefer the “per data usage “ scheme which shows that they are

usage sensitive and they prefer this to top-up cards.people optingfor monthly rental are also large in number . This should be taken

into account and Vodafone should introduce a system being a

combination of monthly billing and per data usage.

They should not miss out on upcoming generation segment i.e.

age group 10-16 which is new market segment with telecom

becoming cheaper day by day. They can introduce special

internet schemes at reasonable price with free access to certain

educational site.

Expenditure

Pre-Paid Customers’Expenditures

In following charts, we compare the monthly expenditure

pattern in different slabs for pre-paid customers.

The major part of expenditure is from the part of consumers in

expenditure slab 100-300 and followed by 300-600 slab of



expenditure next. Airtel from our survey seems to be popular

amongst low income level people which also include students.

From the Vodafone expenditure pattern, we see that it also

covers the middle-income people as majority of expenditure

falling in the slab of 100-300.Although the 300-600 slab plays a

significant part but when compared to brands like airtel it is a bit

less percentage wise. But when comes to higher expenditure slab

of 600-1000 then Vodafone leads in percentage figures.In prepaid

it seems to be earning less than airtel which is its main rival in

terms of revenues earned.

Post-Paid Customers’Expenditures

In the below charts , we can observe the expenditure based on

different slabs by post –paid consumers. Accordingly, we can

calculate and identify the age grouo where maximum postpaid is

been used with an expenditure in different slabs.

Although the number of post paid customers is less compared to

prepaid customers,the major expenditure is done by people

spending in the range of greater than 1000. This signifies a major

contribution in post paid criteria comes from high income people

rather than middle-income people as in case of prepaid

customers. The 600-1000 also signifies almost same contributionto company’s revenue and this is also higher when compared with

prepaid customers expenditure slab.



In post paid expenditure , it seems to have been surpassing its

rival airtel in terms of number of people spending greater than

Rs1000 monthly.This shows that high-income people prefer post

paid schemes rather than prepaid in both the rival companies.

In Vodafone’s post paid expenditure pattern, the second major

contribution comes from slab of 600-1000 which is same as

airtel’s pattern.

Customer Care Call Frequency

as we can see from the charts we have shown, the major

measurity of the consumers frequency to call at the customer

care is once in a month in both airtel and Vodafone. But as we

consider the categories regarding the ‘once in a week’, ‘twice in

a week’, Vodafone has a greater amount of call with respect to

airtel which is quite low ie. Around 1.2 % compare to vodafone’s

4.8%. this signifies vofdafone customers have more complains orqueries regarding different problems compared to airtel, which

automatically affects vodafone’s loyalty.

MARKETING STRATEGY

Considering the different consumption pattern in Indian youth inmedia. Accordingly, Vodafone have to tap his group with

promotional strategies. Let us discuss about the graph of

consumption of Vodafone target group per day.



The maximum usage is in television and texting in mobile.

Vodafone have to grab this group by having the maximum

advertising in tv, online and sms.

Uptill now, Vodafone has grabbed enough of its customers

through television and online through zoo-zoo ads and taglines,

but the upcoming market of texting in mobile has a major role to

play in the future in terms of our target group ie. 10-16. As been

discussed earlier, the market penetration of upcoming brandsthrough its cheap call rates and sms rates is grabbing this youth

under 16, which could be a heavy base for Vodafone in future.

STP ANALYSIS

Vodafone have to adapt a multi segment approach. They areoffering a series of diffentiated products to different segments

and different age groups.

As we already been discussed about target group with respect to

the expenditure and age. Vodafone has different segments to look

upon.



As seen in the figure, with respect to different segments,

Vodafone can target different segments seeing the expenditure,

profession and age group.

As discussed before, age group from 10-16 can be attracted with

new offers on calls and sms, who has less to expend on services.

As the age group is increasing in segmentation, the expenditure is

increasing and accordingly, the customers are becoming more

discern and speculative in choosing a brand by seeing its quality.

So this segments needs the better services and should be more

attracted by customer touch points like recharge outlets,

customer services, customer care. This can be seen by the

preference map as been drawn.

IDENTIFYING THE TARGET GROUP

vodafo

ne

w.r.t

age

w.r.t

expendit

professi

on



YOUTH:

The most volatile group wih easy attraction with lifestyle using

mobile in school.

DEMOGRAPHICS:

• Male, female with 10-25 years.

• Student or just been salaried.

• Staying in metros, mini metros, semi urban areas.

PSYCHOGRAPHICS:

• Cheap call rates and sms rates for youth.

•

Like to have special offers.• Like to change their sim very frequently.

• Like to have good network for travelling.

• Very sensitive about customer touch points.

• Frequent calling abroad.

OWNERSHIP:

• 1st time or 2nd time buyer

• Have used quite a few service earlier.

PROFESSION:

Student in school. ( attract by new offers)

Student in college. ( attract by new offers)

Just started with salary. (attract with good calling rates)

High class businessmen. ( good post paid facility)

WHY DO TARGET GROUP USE MOBILE FOR?



If we have to consider and tap the target group ie. Upcoming

youth, the marketing its maximum usage is in text and then call,

Vodafone have to strategise accordingly targeting its call rates

and sms rates. As in our questionnaire, the maximum usage of

text and and sms rates is attracting the maximum youth, whereVodafone is lacking in and we compare with the actual market

scenario, then texting and calling is the best potential market and

write now and internet service to follow in future with upcoming

of 3G and 4G services. So considering the major market potential

in telecom sector, Vodafone in all the way lacking in these

attributes.

As our perceptual is having the data:

F1 F2 F3 F4 F5 F6 F7Eigenvalue

0.066

0.018

0.005

0.002

0.001

0.000 0.000

Inertia(%)

71.117

19.670

5.696

2.190

1.088

0.212 0.027

Cumulative %

71.117

90.787

96.483

98.673

99.761

99.973

100.000

And out of 8 attributes, considered only the f1 and f1 with twodegree of freedom having the highest percentage. We have

interpreted f1 and f2 as combination of attributes to have the full

coordination of mao upon.



As per understanding, we have labeled f1 as on the scale of price

sensitive customers on right extreme and discerning customers

on left. F2as on the scale of technological services on top and

touch point services at the bottom.

Our brand Vodafone lies in the quartile of discerning customers

and touchpoint services, and its rival is in the same quartile. Airtel

is having more weightage in discerning customers where

Vodafone is in touch point services.

New brand like uninor, docomo are attracting price sensitive

customers with cheaper call rates and sms rates as we can see

from perceptual map. From the perceptual map, we can

interprete the BSNL attribute ie. Technological services is been

Price-sensitive custoerning customers

Technological services

Touchpoint Services

F1

F2



the best compared to other service providers because of its

proximity to the internet service attributes.

Reliance is best perceived for its new schemes and offers and sms

rates as we can see it comes under the quartile of price sensitivecustomers and touch point services.

Experience related to field work

• Marketing is a subject where customer is treated as god.Customer needs and satisfaction is of utmost importance for

any brand to survive in the competitive market. It is very

important to know where the brand stands, who are its

competitors and its position in the market. In order to know

these one should meet the customers personally to find out

the customer needs and wants.

• To know the Brand Positioning of Vodafone Questionnaire

survey is done. It was a wonderful experience while doingthe field work; however we faced several problems while

getting these questionnaires filled.

• This survey is done at different locations all over India

namely: Mumbai, Hyderabad, Bangalore, Chennai, Kolkata,

Kerala, Patna, etc.

• We visited places like malls, railway stations, cinema

theatres, different households, offices and survey was done

in the train also while we were going home during the Diwalivacation.

• We had a great experience as we got to meet people from

different backgrounds. We interacted with people of different

age groups which include students, salaried people, business

men, professionals and housewives.





✔ Due to different number of samples for different brands, it is

quite difficult to have an comparison directly in between

brands through our questionnaire.

Future scope of Research :

• Since the analyises is based complete the very small sample

size, firstly the study should be carried out once again with

the correct sample size and on the sample which representsthe populatin.

• As te technology is advanving, questionare should also

included future expectation from the customer in one of the

questions.

•

Documents

Grop 4 Final Maret Research