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AA
TRAINING PROJECT REPORTTRAINING PROJECT REPORTonon
MARKETING & ADVERTISING STRATEGYMARKETING & ADVERTISING STRATEGY
OFOF
VODAFONEVODAFONE
Submitted in PartialSubmitted in Partial
Fulfillment for theFulfillment for the
awardaward
OfOf
Bachelor of Business AdministrationBachelor of Business Administration
(Affiliated to CCS University, Meerut)(Affiliated to CCS University, Meerut)
( 2007-2010)( 2007-2010)
Submitted To:
Mr. Amit Gupta
HOD
Submitted By:
Puneet Kumar Pundir
Roll No.9731688
Prateek Gupta
Roll No. 9731681
PT. DEEN DAYAL UPADHYAY
MANAGEMENT COLLEGE, MEERUT
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ACKNOWLEDGEMENT
.
First of all We would like to thank the Management at Vodafone co. for giving
me the opportunity to do my one-month project training in their esteemed
organization.
We are highly obliged to Mr. A.K. Misra for granting me to undertake our
training at Meerut branch.
We express our thanks to all Sales Managers under whose able guidance and
direction, we were able to give shape to our training. Their constant review
and excellent suggestions throughout the project are highly commendable.
And We would also like to thanks our teacher Mr. Aditya Sharma for
providing their full support & guidelines under our training period
Our heartfelt thanks go to all the executives who helped us gain knowledge
about the actual working and the processes involved in various departments.
Puneet Kumar Pundir
Roll no. 9731688
Prateek Gupta
9731681
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INTRODUCTIONINTRODUCTION
The major part of the report is dealing with study of the
effectiveness of the advertisement strategies adopted by Vodafone
Essar with special reference to Meerut of UP. The objective of the
study is to understand the advertisement strategies of Vodafone
Essar, to make a study on the effectiveness of recent
advertisement campaign of Vodafone Indian Premiere League
season -2 and to make a study on the effectiveness of the
advertisement strategies of Vodafone in their current market.
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 74.08 million
customers**. Over the years, Vodafone Essar, under the Hutch
brand, has been named the Most Respected Telecom Company,
the Best Mobile Service in the country and the Most Creative
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and Most Effective Advertiser of the Year. The company is a tie
up of two groups namely Vodafone Group and Essar Group.
Vodafone Group is the worlds leading international mobile
communications corporation. It currently has equity interests in 27
countries across 5 continents and 40 partner networks with over
303 million proportionate customers worldwide. The Essar Group
is Vodafones principal partner in India. 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.
The study has found out that the advertisement strategies that have
been used by Vodafone Essar have caused in a better results in
their sales. This has proved by using the research tools such as
hypothesis testing and correlation. This research will help the
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company to make more innovations in their advertisement
strategies.
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INDUSTRY PROFILE
The Indian Telecommunications network with 110.01 million
connections is the fifth largest in the world and the second
largest among the emerging economies of Asia. Today, it is the
fastest growing market in the world and represents unique
opportunities for U.S. companies in the stagnant global
scenario. The total subscriber base, which has grown by 40% in
2005, is expected to reach 250 million in 2007. According to
Broadband Policy 2004, Government of India aims at 9 million
broadband connections and 18 million internet connections by
2007. The wireless subscriber base has jumped from 33.69
million in 2004 to 62.57 million in FY2004-2005. In the last 3
years, two out of every three new telephone subscribers were
wireless subscribers. Consequently, wireless now accounts for
54.6% of the total telephone subscriber base, as compared to
only 40% in 2003. Wireless subscriber growth is expected to
bypass 2.5 million new subscribers per month by 2007. The
wireless technologies currently in use are Global System for
Mobile Communications (GSM) and Code Division Multiple
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Access (CDMA). There are primarily 9 GSM and 5 CDMA
operators providing mobile services in 19 telecom circles and 4
metro cities, covering 2000 towns across the country.
Evolution of the industry-Important Milestones Year
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First operational land lines were laid by the government near
Calcutta (seat of British power)
Telephone service introduced in India
Merger with the postal system
Formation of Indian Radio Telegraph Company (IRT)
Merger of ETC and IRT into the Indian Radio and Cable
Communication Company (IRCC)
Nationalization of all foreign telecommunication
companies to form the Posts, Telephone and Telegraph
(PTT), a monopoly run by the government's Ministry of
Communications
Department of Telecommunications (DOT) established,
an exclusive provider of domestic and long-distance
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service that would be its own regulator (separate from the
postal system)
Conversion of DOT into two wholly government-owned
companies: the Videsh Sanchar Nigam Limited (VSNL)
for international telecommunications and Mahanagar
Telephone Nigam Limited (MTNL) for service in
metropolitan areas.
Telecom Regulatory Authority of India created.
Cellular Services are launched in India. New National
Telecom Policy is adopted.
DoT becomes a corporation, BSNL
A large population, low telephony penetration levels, and a rise
in consumers' income and spending owing to strong economic
growth have helped make India the fastest-growing telecom
market in the world. The first and largest operator is the state-
owned incumbent BSNL, which is also the 7th largest telecom
company in the world in terms of its number of subscribers.
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BSNL was created by corporatization of the erstwhile DTS
(Department of Telecommunication Services), a government
unit responsible for provision of telephony services.
Subsequently, after the telecommunication policies were revised
to allow private operators, companies such as Bharti Telecom,
TATA Indicom, Vodafone, MTNL, Idea, Vodafone and BPL
have entered the space. major operators in India. However, rural
India still lacks strong infrastructure.
In 2007, an article by Business week magazine reported that
India's mobile phone market is the fastest growing in the world,
with companies adding some 6 million new customers a month.
The total number of telephones in the country crossed the 300
million mark on June 18 2008The overall tele-density has
increased to 36.98% in March 2009 In the wireless segment,
15.87 million subscribers have been added in March 2009. The
total wireless subscribers (GSM, CDMA & WLL (F)) base is
more than 391.76 million now. The wireline segment subscriber
base stood at 38.22 million with a decline of 0.13 million in
October 2008.
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Market shares of public and Private Players
Both fixed line and mobile segments serve the basic needs of
local calls, long distance calls and the international calls, with
the provision of broadband services in the fixed line segment
and
GPRS in the mobile arena. Traditional telephones have been
replaced by the codeless and the wireless instruments. Mobile
phone providers have also come up with GPRS-enabled
multimedia messaging, Internet surfing, and mobile-commerce.
The much-awaited 3G mobile technology is soon going to enter
the Indian telecom market. The GSM, CDMA, WLL service
providers are all upgrading them to provide 3G mobile services.
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Along with improvement in telecom services, there is also an
improvement in manufacturing. In the beginning, there were
only the Siemens handsets in India but now a whole series of
new handsets, such as Nokia's latest N-series, Sony Ericsson's
W-series, Motorola's PDA phones, etc. have come up. Touch
screen and advanced technological handsets are gaining
popularity. Radio services have also been incorporated in the
mobile handsets, along with other applications like high storage
memory, multimedia applications, multimedia games, MP3
Players, video generators, Camera's, etc. The value added
services provided by the mobile service operators contribute
more than 10% of the total revenue.
Global telecom sector
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Earnings visibility
Earnings growth is being driven by improving pricing
conditions, stabilizing operating trends, aggressive cost cutting
initiatives, a positive regulatory environment, strong wireless
growth, and new market opportunities. This has translated into
greater visibility of forward earnings as evidenced by recent
increased analyst upgrades within the sector.
Merger synergies
Given the substantial amount of excess capital available in the
sector and in private equity we expect to see additional merger
and acquisition activity, albeit at a slower pace than recently
witnessed. Global telecom M&A deals over the past two years
have reflected market expansion but have also had a positive
effect on the buyers balance sheets. Partnering companies have
begun realizing their synergies through cost reductions and
economies of scale. In the US, the largest three companies now
account for over 70% of the sector market cap; this compares to
34% in 1990. Trends in bundled services are also paving the
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way for additional M&A activity. Sector consolidation will
further increase the importance of stock selection.
Growth
While cost-cutting has been a major source of earnings growth,
we have seen top-line pressures decreasing which will help
revenues become a larger driver of earnings growth again. We
see growth within the sector coming from a number of areas
including: broadband, 3G (third generation) technology,
expansion in emerging markets. Broadband penetration has
been accelerating as internet customers are seeking faster
downloads for audio and video files. 3G services, which
facilitate the simultaneous transfer of both voice and non-voice
(i.e. video, downloads, SMS, etc.) data are providing mobile
users with a much more robust communication platform and
should finally begin to realize their growth potential in 2007.
Emerging market companies benefit from low penetration rates
and also tend to have lower leverage, higher margins and higher
growth than most developed markets telecom companies.
Global opportunities
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It has become less difficult to find attractive telecom investment
opportunities globally than it was a year ago. As the fog has
lifted from the sector, there are increased opportunities within
both the growth and value spaces. In the US, improved clarity in
the regulatory environment has opened the door for a number of
players. Within Europe the risk of negative news flow remains a
potential detractor but there is valuation support from
attractively priced stocks. There is little difference between the
European and US integrated carriers making it more of a stock
call than a regional call. Within Asia we see high revenue
growth and return on assets. Overall, emerging markets
continue to be the fastest growing region within the sector and
offer the largest valuation discount. Additionally, the healthy
macro environment in emerging markets coupled with
increasing domestic wealth is creating a positive consumer
environment in the local markets.
Fortis Investments: Telecom sector strategy
Our strategy is to create a more focused portfolio of diversified
high conviction ideas. In the current environment we continue
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to be sensitive to relative valuations and positive earnings
momentum. Our portfolio is largely levered to growth. We have
positioned ourselves in companies that will provide synergies as
well as margin expansion through wireless exposure. We
recognize the sensitivity of the regulatory environment in some
markets and have minimized our exposure to those markets. We
also continue to overweight our exposure to niche players
within developed markets as well as to emerging markets which
have low penetration rates and more growth opportunities.
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What is Advertisement Strategy?
Advertising is a form of communication used to help sell
products and services. Typically it communicates a message
including the name of the product or service and how that
product or service could potentially benefit the consumer.
However, advertising does typically attempt to persuade
potential customers to purchase or to consume more of a
particular brand of product or service. Modern advertising
developed with the rise of mass production in the late 19th and
early 20th centuries.
The strategies that have been used as advertisement strategies
are:
MEDIA
Commercial advertising media can include wall paintings,
billboards, street furniture
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components, printed flyers and rack cards, radio, cinema and
television adverts, web banners, mobile telephone screens, etc.
COVERT ADVERTISING
Covert advertising, also known as guerrilla advertising, is when
a product or brand is embedded in entertainment and media. For
example, in a film, the main character can use an item or other
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of a definite brand, as in the movie Minority Report, where Tom
Cruise's character John Anderton owns a phone with the Nokia
logo clearly written in the top corner, or his watch engraved
with the Bulgari logo.
TELEVISION COMMERCIALS
The TV commercial is generally considered the most effective
mass-market advertising format, as is reflected by the high
prices TV networks charge for commercial airtime during
popular TV events. The annual Super Bowl football game in the
United States is known as the most prominent advertising event
on television. The average cost of a single thirty-second TV
spot during this game has reached US$3 million (as of 2009).
INFOMERCIALS
There are two types of infomercials, described as long form and
short form. Long form
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infomercials have a time length of 30 minutes. Short form
infomercials are 30 seconds to two minutes long. The main
objective in an infomercial is to create an impulse purchase, so
that the consumer sees the presentation and then immediately
buys the product through the advertised toll-free telephone
number or website.
CELEBRITIES
This type of advertising focuses upon using celebrity power, fame,
money, popularity to gain recognition for their products and
promote specific stores or products. Advertisers often advertise
their products, for example, when celebrities share their favorite
products or wear clothes by specific brands or designers.
Celebrities are often involved in advertising campaigns such as
television or print adverts to advertise specific or general products.
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COMPANY PROFILE
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 74.08
million customers**. Over the years, Vodafone Essar, under the
Hutch brand, has been named the Most Respected Telecom
Company, the Best Mobile Service in the country and the
Most Creative and Most Effective
Advertiser of the Year. The company is a tie up of two groups
namely Vodafone Group and Essar Group.
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Vodafone Group is the worlds leading international mobile
communications corporation. It currently has equity interests in
27 countries across 5 continents and 40 partner networks with
over 303 million proportionate customers worldwide. The Essar
Group is Vodafones principal partner in India. 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 Essar is spending somewhere in the region of Rs 250
crores on this high-profile transition being unveiled today.
Along with the transition, cheap cell phones have been launched
in the Indian market under the Vodafone brand. The company
also plans to launch co-branded handsets sourced from global
vendors as well. A popular daily quoted a Vodafone Essar
director as saying that "the objective is to leverage Vodafone
Group's global scale in bringing millions of low-cost handsets
from across-the-world into India." Incidentally, China's ZTE,
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which is looking to set-up a manufacturing unit in the country,
is expected to provide several Vodafone handsets in India.
Earlier this year, Vodafone penned a global low-cost handset
procurement deal with ZTE.
English cricket faced the repercussion of global meltdown with
global cell phone service provider major Vodafone declining to
renew the 12-year-old sponsorship deal with the national team.
The England cricket team thus gained unwanted membership of
an ever-expanding club in global sport hit by global recession.
VODAFONE LAUNCHED APPLE IPHONE 3G IN INDIA
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Vodafone launched the Apple iPhone 3G in India. It was
available from 22nd of August 2008
VODAFONE SPONSORES ENGLAND CRICKET TEAM
FOR LAST 12 YEARS
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The objectives of the research are:
.
To understand the advertisement strategies of Vodafone
Essar.
A study on the effectiveness of recent advertisement
campaign of Vodafone Indian Premiere League Season -
2.
A study on the effectiveness of the advertisement strategies
of Vodafone in their current market.
Effectiveness of advertisement on the customers of UP.
This comprises the objectives and the basic problems to
which the study will probe in to.
And this will help the company in their next financial year.
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RESEARCH METHODOLOGY
Marketing research is the function, which links the
consumer, customer and public to the marketer through
information.
Information used to identified and define marketing opportunities
and problems: generate, refine and evaluate marketing action,
monitor marketing performance, and improve understanding of
market as a process.
Marketing research specifies the information required to address
these issues, design the method for collecting information,
manages and implements the data collection process, analyses the
results, and communication the finding and their implications.
The marketing research process involves a number of interrelated
activities, which overlap and do not rigidly follow a particular
sequence--
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1. For VODAFONE acting the objective of the study
2. Designing the methods of data collection
3. Selecting the sample plan
4. Collecting the data
5. Processing and analyzing the data
6. Reporting the findings
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Process of research methodology
Sample Design
Data Collection
Data analysis
Reporting of Findings
Research Design
Objective of Study
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RESEARCH DESIGN
Research Design specifies the methods and procedures for
conducting a particular study. A Research Design is the
arrangement of conditions for collection and analysis of the data in
a manner that aims to combine relevance to the research purpose
with economy in procedure. Research Design is broadly classified
into three types as
Exploratory Research Design
Descriptive Research Design
Hypothesis testing Research Design
On the basis of the objective of study, the studies which are
concerned with describing the character tics of a particular
individual, or of a group of individual under study comes under
Descriptive Research Design.
Descriptive Research Design:
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In this research design the objective of study is clearly
defined and has accurate method of measurement with a clear
cut definition of population which is to be studied.
For TV Sating the research problem
Two steps are involved in for TATA INDICOM the research
problem:
Understanding the problem
Rephrasing the problem into meaningful terms from an
analytical point of view.
The training sessions are conducted in the beginning
of training in order to make us clear about the task provided and
how to handle the different situations.
SAMPLING DESIGN
A Sample Design is a definite plan for obtaining a sample from a
given population. It refers to the technique and the procedure
adopted in selecting items for the sample. The main constitution of
the sampling design is as below-
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1. Sampling Unit
2. Sample Size
3. Sampling Procedure
SAMPLING UNIT
A sampling framework i.e. developed for the target population that
will be sampled i.e. who is to be surveyed.
Customers
SAMPLE SIZE
It is the substantial portion of the target population that are sampled
to achieve reliable results.
Sample size = 60 respondents (Customer) at MeerutUP.
SAMPLING PROCEDURE
The procedure to choose the respondents to obtain a representative
sample, a non-probability sampling technique is applied for the
target market.
Non-Probability Sampling
It is a purposive sampling which deliberately chooses the particular
units of the universe for constituting a sample on the basis that the
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small mass that they so select out of a huge one will be typical or
representative of the whole.
Judgment sampling:
To select population members who are good prospects for accurate
information?
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DATA COLLECTION
The data collection process is the predefined task that I have to
undergo. The data collection process starts right from the first day
till the final day on the field. During the whole period a list of
different retailers scattered around whole of the South
Meerutdistric of UP gets visited on the regular basis. The main task
is to analyze the market potential, study of the market share of the
company and analyzing the competitors strategies.
The survey process is not complete without consulting the
Distributor & Retailers. The distributors are the key nodes that
make the chain moving effectively. So the response made by them
is also an essential criterion to involved and reaching for certain
decisions.
There are several ways of collecting appropriate data that differ
considerably in the context of money costs, time, and other
resources at the disposal of the researcher. The tools used for data
collection are as:
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PRIMARY DATA
The primary data are those data, which are collected afresh and for
the first time. And happen to be original in character. The primary
data to be collected for the study are-
Questionnaire A set of questionnaire is prepared for the cause of
collecting different information related to the pre-determined
objectives. The questionnaire prepared is in two forms & targeted
towards the doctors and chemists differently. The format of
questionnaire is structured and non-disguised.
Direct Personal Interview Under this method of collecting data
there is face-to-face context with the person from whom the
information is obtained. The data collected are from the
respective selected doctors and chemists visited regularly. The
pattern used is Structured and Indirect Interview.
SECONDARY DATA
Secondary data means data that are already available i.e., they refer
the data, which have already been collected and analyzed by
someone else. When the researcher utilizes secondary data, then he
has to look into various sources from where he can obtain them, in
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this case he is certainly not confronted with the problems that are
usually associated with the collection of original data. Secondary
data may either be published data or unpublished data. Usually
published data are available in:
Various publications of the central, state and local
governments;
Various publications of foreign government or of
international bodies and their subsidiary organization;
Technical and trade journals:
Books, magazines and newspapers;
Reports and publications of various associations connected
with business and industry, banks, stock, exchanges etc.;
Public records and statistics, historical documents, and other
sources of published information. The sources of
unpublished data are many; they may be found in diaries,
letters, unpublished biographies and autobiographies and
also may be available with scholars and research workers,
trade associations, labor bureaus and other public/private
individuals and organizations.
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1.Sex Ratio of Respondent
sno sex no age (%)
1 male 39 78%
2 female 11 22%
MaleFemale
The graphical representation of the table shows that out of 50
respondents 78% were male and 22% were female.
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2. AGE GROUP OF RESPONDANT
sno sex no age (%)
1 25-35 18 36%
2 35-45 6 12%
3 above 45 5 10%
25-35
35-45
above 35
The graphical representation of the table shows that out of 50
respondents 36% were in age group of 25-35 and 42 % are in age
group of 15-25 and 12% above 45S.
4. Mobile phone users
sno mobile users %
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1 users 100%
2 no users 0
user
no users
Hence picture above show that people from whom i have collected
data were all carrying mobile phone
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INTERPRETATION:
Among the people whom I have taken as the samples, 90% of the
people know about all the telecommunications services available in
India, 10% dont know about all the services.
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INTERPRETATION:
From the data that I have collected the result is that Airtel and
Vodafone is having the highest rate of customers. Idea has around
20%, 10% to Reliance, 12% to BSNL and the rest to Tata
Indicomm.
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INTERPRETATION:
From the data, it is clear that Vodafone services are familiar to
98% of the samples and only 2% responses that they dont know
about Vodafone services.
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INTERPRETATION:
From the data around 70% of the samples came to know about
Vodafone from advertisements,14% from hoardings, 10% by
mouth publicity and the rest from newspapers.
INTERPRETATION:
Among the total samples, 68% says that they are mainly watching
advertisements from television, 18% says that they came to know
from radio, 8% from newspaper and the rest from
magazines.
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INTERPRETATION:
The service provider with best advertising according to the samples
is Vodafone with 42%,Airtel with 20%, idea with 18%, Reliance
with 14% and the rest for others.
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INTERPRETATION:
From the data it is clear that around 50% of the samples say that
they understood about the advertisements of Vodafone very well.
20% says that they understood it some what well, 16% says that
they have not at all understood about the ads, and the rest of the
samples are in the mode undecided.
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INTERPRETATION:
From the total samples 76% says that they would like to go for
more connections for their family, 14% of samples says no for
further connections and the rest says undecided.
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INTERPRETATION:
From the total users of Vodafone i.e. 14 samples, 57% of them are
using the service for the more than 1 year, 21% of them are using it
for 6-12 months, 14% of them used for less than 1 month and the
rest used it for 2 6 months.
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INTERPRETATION:
From the data it is clear that most of the people were not opting
Vodafone services only because of the reason that it is costlier,
17% says that it is because of poor network, another 17% says that
it is because of lack of awareness and the rest says that it is because
of poor services.
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LIMITATIONS
While learning any thing new there are some limitations and this
project is no exception.Limitations while making projects
1. sometime problems were faced while collecting data.
2. as it was the first time experience of learning while
working so it takes time to adjust.
Limitation of time
Time availability was one of the biggest limitations face due to
shortage of time we had to limit the work in its present form.
Other limitations
1. Since I did not have any previous experience so it may have
led to discrepancies in the report.
2. As the environment was very new to me so it takes some time
to become friendly.
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CONCLUSION
India has a mere 1.2 telephones for every 100 of its people. This is
way below international standards and is not becoming of a
country aspiring to be major player in the global economy of the
21st century. This means that opportunities for investment in this
sector are immense. Basic voice service is the biggest market.
Installation of around 25 million direct lines by the year 2001 will
require an investment of us$ 22 billion.
Due to the growing need for mobile phones, its no wonder that
service providers are going all out to capture, as much market
space as they can. As the number of mobile phone users are
estimated to rise to about 120 million by 2008,its not surprising
that most of the leading service providers in india have started
branding and marketing their services more aggressively.
The conducted study try to examine the market mindset towards
one of the major player in the telecom sector. The selected
company for the study is tata indicom which is having a reputation
in the market. This study had examined customer evaluation about
the tele services provided by the company. It also investigates the
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major reasons behind cancellation of services by the customers.
The major findings are This management thesis has been done for
the company vodafone essar for understanding the Effectiveness of
their advertisements for the people of kochi. The study proved that
the Advertisement has got relevant effectiveness to the people of
kochi while they try for a new Mobile connection. The customers
of vodafone are happy with the services of the company and they
suggest the Advertisements of vodafone should be more interactive
and funny like the one that has been Done by them during the ipl
session 2. The customers say that the people who are not usually
Watching television came to know about the advertisement and
they say that this was the Effectiveness of that advertisement.
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RECOMMENDATION & SUGGESTION
1. 100% of the respondents are having telecommunication
facility
2. Majority of the customers had tried BSNL 55(60.5%)
service and Airtel 31(34%).
3. According to the survey, the main elements of buying
behavior of TATA Indicom telecommunication service are : .100%
of the respondents are considering coverage .39(43%) respondents
are looking for offers .35 (38.5%) of them looking for the company
brand image
28 (31%) looking for customer service of the company.20 (22%)
respondents are noticing sales promotion like advertisement.
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4. Majority (54%) of the respondents had tried TATA Indicom
landline connection 39.6% of them had tried Mobile connection,
only 27.5% of the respondents were tried internet facility.
5. 46.2% of the respondents are not at all satisfied with the
recharge coupons offered by TATA Indicom. 49 (53.9%)
respondents are satisfied with the recharge coupons offered by the
TATA Indicom.
6. Since the customer service is low,most of them are 48
(52.8% )dissatisfied with the after sales services of the company.
7. 55 (61%) are satisfied with the network coverage of the
company,30 (33%) of them are dissatisfied with the coverage,
8. 68(74%) are not at all satisfied with the offers.
9. Most of the customers are not getting the vouchers nearby
stores
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10. 45 or 50% of the customers are cancelled their landline
connection ,41 (45.1%) of them are cancelled or migrate their
connection from postpaid to prepaid service, 24 (26.4 %) of them
are cancelled internet facility
11. Reasons for cancellation.41 (45.1% ) of the respondents are
having the problem of not getting the bill on time..37 (40.7% ) of
them are not having enough coverage in their residential area..16
(17.6%) of them are not satisfied with customer service.62(69%) of
the respondents are having hand set complaint.
12. Responses towards the company .61 (67.1%) of the
respondents are cancelled the services without giving any
complaint to the company. .56 (61.6%) are continue the TATA
Indicoms service after they are complained to the
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company .34(35.3%) of them feels like to cancel the service after
giving the complaint to the company .33 (36.3% ) of them are
discourage others to buy the TATA Indicoms service.
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SUGGESTIONS
1. Company can decrease call rates to other subscribers for
attracting youngsters
2. Voucher card can provide all the retail shops on time for
customer convenience.
3. Better quality batteries may be provided with the set.
4. Sales promotion can be more intense, like television ad
showing the price, quality, and other product related details.
5. Even though the company has some offers or other value
added services, it can be well known by the sales people. So it is
better to provide adequate training to the sales people.
6. Provide the tower to all centers for avoiding the network
problem.
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7. To ensure better customer satisfaction & maintain higher
level of Customer relationship management, the billing department
has to be more effective & efficient.
8. User manuals and the plans pamphlets should be given to
the staff for clearing the doubts of the customers.
9. The cancellation mainly occurs in landline connection. So
the company can take care of the following services
Billing activities .After sales service .On time delivery of the
product after complaint has to be recovered.
10. Company can appoint more technicians to all TATA retail True
Value hubs to recover on time land line service compliant.
11. The employees can call back to customers atleast once in a
month for getting the feedback of the services offered.
12. Customers are demanding for affordable price for product and
gifts with purchasing.
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13. Majority of the customers are not satisfied with the recharge
coupons offering by the company. So the company can increase the
talk time to all recharge coupons.
14. Customer relationship managers can keep the records of update
details regarding the customers address change for sending the
postpaid billing charges to avoid delay of payment.
15. All the TATA Indicom retail hubs can have the complaint
grievance box for customers.
16. Employees can inform customer complaint on time to the head
of the department.
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BIBLIOGRAPHY
BOOKS
WRITER
Marketing Research G C
Beri
Marketing Management Rajan
Sexana
Marketing Management R S
Sexana
Marketing Management Philip
Kotler
Research Methodology
Bhandrai
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