“Effect of Bundling of Product & Pricing in

telecom services on consumer purchasing

Behavior”

Presented to

On

25Th Oct. 2009

In Partial Fulfillment

Of the Requirements for

The Marketing Specialization in

The Master of Business Administration

Programme
 Guided by: Submitted by:

(Dr. Alok Mittal) (Madhav patel)

IGNOU Study Centre Enrolment Number:
062233454 Indore (MP)
Management Programme - MP

“Effect of Bundling of Product & Pricing in telecom

services on consumer purchasing Behavior”

A Marketing Research Project

Presented to

On

25Th Oct. 2009

In Partial Fulfillment

Of the Requirements for

The Marketing Specialization in

 The Master of Business Administration

Programme

Project Proposal no………..

Guided by: Submitted

by:

(Dr. Alok Mittal) (Madhav patel)

IGNOU Study Centre Enrolment

Number: 062233454

Indore (MP) Management

Programme - MP

CERTIFICATE OF ORIGINALITY

This is certify that the project titled “Effect of Bundling of Product &
Pricing in telecom services on consumer purchasing Behavior”is an
original work of the student and is being submitted In Partial Fulfillment Of the
Requirements for the Marketing Specialization in The Master of Business
Administration of Indira Gandhi National Open University. This report has been
submitted earlier either to this University or to any other University/ Institution
for the fulfillment of the requirement of a course of study.

Signature of Supervisor Signature of student

 (Dr. Alok Mittal )
(Madhav patel)

Place : Indore Place : Indore

Date :20.11.08 Date :20.11.08

PREFACE OK
The value is upon us .If you can’t sell a Top-Quality product or can’t provide Top-Quality
service as the world’s lowest price, you’re going to be out of the Game……….the best
way to hold, Your Customers is to constantly figure out how to give more for less.
Bundling of product & pricing in telecom services are very useful for motivating the
consumer purchasing behavior.

Words of Jack Welch

In this period of globalization, factors like economic crises, differences in standards of

living, imbalances in income distribution, environmental degradation, political unrest and
a plethora of other social, economic and technological problems tend to increase the
challenges and threats faced by companies

A marketing program starts with an idea generation for a product/service and ends only
when the customers want have been completely satisfied. It might run well beyond the
sale of the product, to ensure customer satisfaction to encourage repeat business.

In the Telecom Sector License are issued primarily on the revenue state basis and known

as circle. The Madhya Pradesh has the immense potential of increase in telecom density

and one more operator is ready to start his services in month of October 2008 and no of

operator in the mobile services becomes Seven with Public sector unit BSNL and private

operators like Reliance, Airtel, Tata Indicom, Idea and Vodafone. An Industry where

companies are "primarily engaged in operating, maintaining, and/or providing access to

facilities for the transmission of voice, data, text, sound, and video" is known as
Telecommunications Industry. Hence, Telecom Service Providers are organizations which

provide the aforementioned services through the land-line and wireless networks.

Goldman Sachs research says, "India will overtake US by 2050" and the reasons for these

predictions are India's increased openness to trade, investment in information and

communication technology, and greater financial deepening. These structural changes

have had a positive impact on the telecommunications sector so far. The Indian is one of

the largest telecom markets in the world meeting up with global standards

The fast track growth of the Indian telecom industry has made it a key contributor to India's progress. India has

more than 225 million telecom subscribers in India. Every month, 6-7 million new subscribers are added.

Upcoming services such as 3G and WiMax will help to further augment the growth rate. The Indian telecom

industry is growing at the fastest pace in the world and India is projected to be the second largest telecom

market globally by 2010.

The Indian telecom market generated revenues of approximately US$ 20 billion in 2006-07. The market

witnessed a growth rate of 33 per cent over the last year and recorded a CAGR of 22 per cent for the period

2002-03 to 2006-07. This growth has resulted in doubling the revenues of the telecom segment in the past three

years. Further, it is expected that the industry will generate revenues worth US$ 43 billion by 2009-10. Even

though the Indian telecom industry has crossed a subscriber base of 335 million, its teledensity is a mere 28.33%

per cent. Thus, the Indian market provides telecom service providers with a large untapped potential, given the

country’s increasing population and its low teledensity. The Government has plans to raise teledensity to 40-45

per cent by 2010, thereby offering greater growth opportunities for service providers. The telecom industry is

one of the fastest growing industries in India. India has nearly 200 million telephone lines making it the third

largest network in the world after China and USA. With a growth rate of 45%, Indian telecom industry has the

highest growth rate in the world.

Such a growing market need’s proper marketing strategy to cover the maximum market share. A

company must provide Bundling of product & pricing in telecom services are very useful the most important

promotion mix as in modern business world, no business can survive without effectiveness of proper scheme

towards customer purchasing .. The problem is not whether to bundle or not, but the problem is how to bundling

with a view to maximize return on the money invested. Effectiveness of. Thus Bundling is a very critical

decision because it way elects & reflects the whole Marketing Strategy. It has now a day become widely
recognized. It has become the liability of producers to produce proper schemes of their product and pricing,

which will help the consumers to choose the desired one among the herd of same product.

In the modern world it is the scheme that lays the greatest role in selling of any product or service.

Bundling is an effective tool of communication means presentation and promotion of schemes, goods, and

services. Bundling is certainly one of the most important decision area’s facing the top management of an

organization.

(Madhav patel)

Place : Indore Date :20.11.08

Place : Indore Date :20.11.08

ACKNOWLEDGEMENT OK

To acknowledge is a pleasure, it is task to recognize and remember every ones effort when

one is overwhelmed.

I feel extremely exhilarated to have completed this project under the able and
inspiring guidance of , Dr Alok Mittal Director Amity University Indore (MP), their
guidance and timely encouragement has infused courage in me to complete the
work successfully. His wide knowledge and her logical way of thinking have been
of great value for me. It is his guidance and direction that the present work was
conducted and completed.

For the creditability I am extremely thankful to BSNL and INDIRA GANDHI

NATIONAL OPEN UNIVERSITY for providing me the opportunities where in I
have learnt and understood the working of the real corporate world.

I wish to express my warm and sincere thanks to BSNL Marketing Team specially
Shri S.N.Patidar, R.K.Tiwari, Shri M.W.Sonkusare, Shri Ajay Sharma. During this
work I have collaborated with many colleagues, salesman, franchisee, retailer
for whom I have great regard, and I wish to extend my warmest thanks to all
those who have helped me during this project and whole MBA and all my
colleges, for their valuable advice, support throughout this work and friendly
help.

In the end, I sincerely thank all the friends and all others who helped me in
completion of this research project.

Indore, 15 October 2008

Madhav Patel
Table of Contents
CHAPTER 1 INTRODUCTION...........................................3
1.1 Introduction to Bundling.....................................................3
1.2 Introduction to Effectiveness of Bundling.
…… 3
1.3 Introduction to BSNL ...............................4

1.4 Introduction to BSNL Services ..................4

1.5 Exposure of BSNL schemes

CHAPTER 2 RATIONALE FOR STUDY…………………

CHAPTER 3 RESEARCH METHODOLOGY 33

3.1 Objective of Research 33

3.2 Research Design 4
3.2 (a) Sample Plan ........................4
3.2 (b) Justification of study ...........4
3.2 (c) Significance of study ............4
3.3 Data Collection ...................................4
 3.4 Data Analysis .....................................4
3.4(a) Data Presentation and Analysis
3.4(b) interpretation of result &
findings

Chapter 4 CONCLUSION..............................7
4.1 Suggestions 7
4.2 Conclusion..........................................7
4.3 Limitations of study ............................7
4.4 Direction for Future Research .............7
APPENDIX 33
A. Questionnaire .......................................................................3
B. Approved Synopsis ...................................4

C. Bio-data of Project Guide .............................4

Bibliograph