You are on page 1of 37

A MINI PROJECT ON

“A STUDY OF MARKET RESEARCH FOR IDEA CELLULAR SERVICES IN KOLHAPUR CITY”

Prof. Dr. Q. J. Tamboli Under the guidance of Mr. Rohan D. Nille Submitted By (M.B.A.
Prof. Dr. Q. J. Tamboli
Under the guidance of
Mr. Rohan D. Nille
Submitted By
(M.B.A. –I)

Submitted To “BHARATI VIDYAPEETH’S

INSTITUTE OF

MANAGEMENT KOLHAPUR”

YEAR 2006 – 07

for the award of Master of Business Administration

“BHARATI VIDYAPEETH’S

INSTITUTE OF MANAGEMENT

KOLHAPUR”

GUIDES

CERTIFICATE

This

is

to

certify that mini project entitled

“A Study Of Market

Research For Idea Cellular Services In Kolhapur City” submitted by Rohan D. Nille is partial fulfillment of this work for the MBA – I, submitted to

“BHARATI VIDYAPEETH’S INSTITUTE OF MANAGEMENT KOLHAPUR” GUIDES CERTIFICATE This is to certify that mini project entitled

“Bharati Vidyapeeth’s Institute Of Management Kolhapur” has been completed under my supervision and guidance. To the best of my knowledge and belief the matter presented by him is original in nature and has not been copied from any source. Also this report has not been submitted earlier for the award of any degree or diploma in Bharati Vidyapeeth, University Pune or any other university.

Date

:

Place : Kolhapur

Signature [Prof. Dr. Q. J. Tamboli]

DECLARATION

I, the undersigned, hereby declare that the mini project entitled

“A

Study

Of Market

Research For Idea

Cellular

Services

In

Kolhapur City” is genuine and bonafide work prepared by me under the guidance of “Prof. Dr. Q. J. Tamboli” and is my original work. The empirical findings in the report are based on the data collected by me. The matter presented in this is not copied from any source. I understand that any such copy is liable to be punished in any way the university authorities deem fit. This work has not been submitted for the award of any degree or diploma either in “Bharati Vidyapeeth, University Pune” or any other university. This work humbly submitted to “Bharati Vidyapeeth’s Institute Of Management Kolhapur” for the course of Master of Business Administration - I

DECLARATION I, the undersigned, hereby declare that the mini project entitled “A Study Of Market Research

Date

:

Place : Kolhapur

Signature

(Mr. Rohan D. Nille)

CERTIFICATE certify that Mr. Rohan to is D. Nille studying in MBA-I This has collected data

CERTIFICATE

certify that Mr. Rohan to is
certify that Mr. Rohan
to
is

D. Nille studying in MBA-I

This

has

collected data on “A STUDY OF MARKET RESEARCH FOR IDEA CELLULAR SERVICES IN KOLHAPUR CITY” at Cross Land, Kolhapur. During the period we found him to be sincere and hard working. We wish him best in future.

Date : 18 th April 2007 Place : Kolhapur

V Theoretical Background  Meaning and Definitions  Marketing Strategies for Services Firms 8-11 IV Presentation,
V
Theoretical Background
Meaning and Definitions
Marketing Strategies for Services Firms
8-11
IV
Presentation, Analyzing
and
Interpretation of
12-22
Data
III
Findings & Suggestions
23
VI
Conclusions
24
VII
Bibliography
25
Page No.
Chapter
Title
No.
Scope of the Study and Limitations
I
Introduction
Research Design
1
Objectives
2
Methodology
3
CONTENTS
4
II.
Company Profile
Organization Profile
5
Organization Structure
5
Customer Care Service
6

CHAPTER - I INTRODUCTION

Research Design Objective Methodology Scope of the Study Limitations     
Research Design
Objective
Methodology
Scope of the Study
Limitations

CHAPTER II ORGANIZATION PROFILE

 Organization Profile  Organization Structure  Customer Care Service
 Organization Profile
 Organization Structure
 Customer Care Service
THEORETICAL BACKGROUND Meaning Marketing Strategies for Services Firms   CHAPTER III -
THEORETICAL BACKGROUND
Meaning
Marketing Strategies for Services Firms
CHAPTER
III
-

CHAPTER – IV PRESENTATION, ANALYZING AND INTERPRETATION OF DATA COMPARATIVE STUDY OF VARIOUS MOBILE SERVICES

CHAPTER – IV PRESENTATION, ANALYZING AND INTERPRETATION OF DATA COMPARATIVE STUDY OF VARIOUS MOBILE SERVICES
CHAPTER - V
CHAPTER -
V

FINDINGS AND

SUGGESTIONS

CHAPTER - VI CONCLUSIONS
CHAPTER - VI
CONCLUSIONS
CHAPTER - VII BIBLIOGRAPHY
CHAPTER - VII
BIBLIOGRAPHY

RESEARCH

DESIGN

Researcher has made this project report in Market research in communication services in Cross Land, Sterling Tower, Kolhapur. That’s why researcher has undergone IN-plant training in Cross Land and prepare project report for Award of MBA course from “BHARATI VIDYAPEETH UNIVERSITY, PUNE”.

RESEARCH DESIGN Researcher has made this project report in Market research in communication services in Cross

Researcher has been worked on the topic “Market Research for Idea Telecom Services in Kolhapur City” because the company want that researcher must be worked on the same topic and researcher having intention to work in service sector, after completion of his project MBA course. So researcher thought that in-plant training in service sector will enhance his practical knowledge as well as improve his bio-data.

Objectives of the Study

  • i) To study the market of Idea Telecom services in Kolhapur city. To make comparative study of Idea Telecom services with its competitors. To study existing services provided by Idea Telecom Cellular. To study the present situation of Idea Telecom Cellular and its competitors.

ii)

iii)

iv)

Objectives of the Study i) To study the market of Idea Telecom services in Kolhapur city.
  • v) To study the service support factors. To study the customer satisfaction with respect to services provided by the Idea Cellular Ltd. To give suggestions and proposal strategy for the marketing of the telecom services.

vi)

vii)

Methodology

Methodology Adopted Fix the objectives. Data Collection Analysis and Interpretation of Data

Determining Sources of the Data

Primary Data

The data collected through survey and interviews of the customer with the help of questionnaires. Primary data is one hand collected data, which is taken from the customer, or contacted persons directly. There are no any intermediate person. Information collected is in regards with the views about the services provided by the Idea Telecom service and customer satisfaction to the provided services.

Determining Sources of the Data Primary Data The data collected through survey and interviews of the

Secondary Data

The secondary data consist all the material collected from the different printed and published material and also from the company manuals, trade magazines, literature, brochures, Internet and other sources. The theoretical material i.e. theoretical background of the subject is taken for reference books.

Scope of the Study

  • i) Study was conducted in the city of Kolhapur to know the Market of Idea Cellular Services. ii) The study was carried about each and every aspects of the wireless phone in the city.

iii)

The study was carried out to know the quality services provided by the competitors. The study was conducted to create awareness about the cellular services and the associated products among the customers.

The study was carried out to know the quality services provided by the competitors. The study

iv)

Limitations of the Study

  • i) The survey is restricted in Kolhapur city only.

ii) Some of the contacted persons were not open their mind and give true

iii)

information about them and their opinions. Some of the customers unable to understand because of lack of information and knowledge about the mobile service and some were totally not aware about the device, some of them just use as a status symbol.

Organization Profile

Name of the Organization : “Cross Land”.

Organization is one of the concerns dealing with NOKIA hand set and IDEA by the name of Cross Land, Kolhapur. the organization were started their work since 31 st July 2004. Location of organization

ORGANIZATION STRUCTURE
ORGANIZATION STRUCTURE

Mr. Ravindra M. Harsurkar (Proprietor)

Mr. Ravindra Kadam (Senior Marketing Executive)

Sales Executive

The organization had received award for the …………………………………. In the year…………….

Organization

has special customer care service for free and Pre and

Post purchase service.

CUSTOMER CARE SERVICE

Services Provided by Idea Cellular Ltd. Mobile SMS

It’s the

rage

that has taken over the whole world. Send out short

messages from mobile phone using minimum air time. There is nothing like SMS especially if you are calling someone as brief as, “I’ll see you at 8.00 p.m., “Happy Birthday” or If you can’t reach someone at a given time, you can send a message just like you would to a pager which means no airtime wasted.

CUSTOMER CARE SERVICE Services Provided by Idea Cellular Ltd. Mobile SMS It’s the rage that has

Calling Line Identification Presentation (CLIP)

CLIP enables you to screen your incoming calls by displaying the number of the calling party on your mobile phone screen. CLIP gives you the option of not taking unwanted calls. This service is available to you at a fee of Rs.49/- per month on all tariff plans.

Call Hold

Call Hold offers you the advantage of two lines with one number. While you are talking to one person, a beep will indicate your second call. Then you have the option of putting the first call on hold ad attending to the second. Or you can make another call by putting the first one on hold.

Call Forwarding

Call Forwarding enables you to be accessible anytime, anywhere. At times when you are out of reach, you can divert your calls to your landline or another Mobile Answer Phone Service (Personal Voice Mail Box). Airtime charges are applicable for all forwarded calls and for calls on hold.

Call Barring

Another great facility at no cost. With call Barring, you can prevent the possible misuse of
Another great facility at no cost. With call Barring, you can prevent the
possible misuse of your mobile phone during your absence. This means that
you can lend your mobile phone to friends, colleagues or relatives without
having to worry about its misuse (Like STD /ISD calls that may be made) in
your absence.

THEORETICAL BACKGROUND

Meaning and Definitions

  • a] Marketing “Marketing is a social and managerial process by which individual and

groups obtains what they need and what through creating offering at exchanging products of value with others”.

  • b] Marketing Management

THEORETICAL BACKGROUND Meaning and Definitions a] Marketing “Marketing is a social and managerial process by which

“Marketing Management” is the process of planning and executing the conception, pricing, promotion and distribution of ideas, goods and services to create exchange that satisfy, individual and organizational goals. Marketing starts with human needs and wants. Human being try to

satisfy his basic needs. These needs are not created by society or by any marketer.

  • c] Market Potential Market potential is the limit approached by market demand as

industrial marketing expenditure approach infinity for a given environment.

  • d] Market Demand

Market demand is the total volume that would be brought by a defined customer group in a defined geographical area in a defined period in a defined marketing environment under a defined marketing program.

  • e] Buying Behaviour

Marketers make their strategies decisions on the basis of how the buyer will hav in the market during the buying process. The buying behaviour

goes under main five stages and as a marketer he has to study each and every step of buyers behaviour.

  • f] Market Research

Market Research is the systematic gathering recording and analyzing of data about problems relating to the marketing of goods and services.

Marketing Research has become an important tool of sound management. marketing information based on marketing research has served the basic purpose of Marketing Management. Now a days no marketing management can succeed without the uses of marketing research. The executives, the researcher, the academicians and other interested persons are using techniques of marketing research.

goes under main five stages and as a marketer he has to study each and every

Marketing Strategies for Services Firms

Up till now services firms lagged behind manufacturing firm in their use of marketing. Many services business are small (shoe repair, barber shop) and do not use formal management or marketing techniques. There is also professional service business (law and accounting firms, engineers, doctors) that formally believed it was unprofessional to use marketing other service business (colleges, hospital) faced so much demand or so little competition until recently that they saw no need for marketing. But this has changed now a days. Traditional 4 P’s marketing approach work well for goods, but additional elements requires attention in services business. Booms and Bitter suggested

three additional P’s for service marketing, people, physical evidence and process. Because most of the services provided by the people, the selection training and motivation of employees can make a huge difference in customer satisfaction. Companies try to demonstrate their service quality through physical evidence. Finally , service companies can choose among different process to deliver their service in best manner. Service companies face two tasks – increasing competitive differentiation and service quality. We examine these separately.

frequently complain marketers about the
frequently
complain
marketers
about
the

1] Managing Differentiation

Service

difficulty

of

differentiation their services. the deregulation of several major service industries communication, transportation, energy, banking precipitated intense price competition. The alternative to price competition is to develop a differentiated offer, delivery or image.

2]

Offer

The offer includes innovation features. What the customers expect is called the primary services packages and to this can be added secondary services package. In the airline industry various carriers have introduced such secondary features as movies, merchandise for sale, air to ground telephone services etc. Thus companies can differentiate with the help of offers.

3]

Delivery

 

A

service

company can hire

and train better people to deliver

its

service. It can develop a more attractive physical environment which to deliver the service or it can design a superior delivery process (Mc Donald’s).

4]

Image

Service companies can also differentiate their image through symbols and brandings. The Hurishv Bank of Chicago adopted the lion as its symbol and uses it on its stationary. On its advertising and even on the staffed animals it offers to new depositors. As a result, Harie’s Lion is well known and confers an image of strength to the bank. Several hospitals have attained “Mega Brand” reputation for being the best in their field. These hospitals could open clinics in other cities and attract patient on the strength of their brand reputation. This is very important concept hence we will see this in details in next part of this chapter i.e. in branding decisions.

3] Delivery A service company can hire and train better people to deliver its service. It
6. CD (Call Divert) Services provided by Idea Bills can be taken along with date, time
6. CD (Call Divert)
Services provided by Idea
Bills can be taken along with date, time and
It controls the incoming and outgoing calls,
calls to another cell phone or landline
thus prevent misuse of handset by others.
Enables to restrict the cell number from
Idea cellular offers free airtime from 12.00
5. CC (Call conferencing)
7. DB (Detailed Billing)
local PSTN CHARGES only.
2. CLIP (Caller Line
4. CB (Call Barring)
It enables to talk to a group of people up to
number within network area.
10. Night Calling
seven at the same time.
pm to 8.00 pm.
the incoming
forward / Divert
Allows
day.
not.
ID
to
Identification
M2M
to
Special rates for idea to idea mobile calls.
Mobile)
9. NCC (Network
Coverage)
Circle
Customer is making calls from idea cellular
to a landline at any destination within
network.
Coverage area will be billed at airtime +
1. (Caller
CLIP
Line
The number of calling party is displayed on
the handset. Hence one came to know who’s
calling and can decide to accept the call or
8. (Mobile
Presentation)
Restriction)
being displayed on the receiver’s cell phone.
3. CW & CH (Call waiting
Allows to handle up to two calls at the same
and call hold)
time which avoids from missing the call.
Serial
Name of Services
Features of the Service
No.

11.

SNS (Special Number Scheme)

The scheme allows to choose two Landline number which is used frequently then calls made to this number will cost just 90 paise /

minute.

11. SNS (Special Number Scheme) The scheme allows to choose two Landline number which is used

Services provided by Airtel

Services provided by Airtel or different people simultaneously. User can set up a conference even when
or different people simultaneously. User can set up a conference even when the other five five
or
different
people
simultaneously.
User
can
set
up
a
conference even when the other five
five
Call Divert allows to divert incoming calls to
another mobile phone or Landline number.
this way one can have user call attended to
by someone else. When he is personally
1.
2.
3.
4.
Call waiting
Call hold
Call Divert
Call conferencing
and answering the new one or reject it.
using a landline phone.
switch between the two callers at any time.
Serial
Name of Services
Features of the Service
No.
This service allows to put an ongoing call on
hold, and dial another number and can
This service has characteristic which alerts
second incoming call to a user. User has an
option of either putting the first call on hold
unable to do so.
With
conferencing
call
service
one
can
teleconference
with

5.

SMS

It is personal, economical, and convenient to

communicate when one can’t speak in a

coverage area. on mobile. meeting. 10. Info Junction 11. Mobile – Banking Information easily and quickly.
coverage area.
on mobile.
meeting.
10. Info Junction
11. Mobile – Banking
Information easily and quickly.
Have connection with the bank and transact
etc.
For shopping of food, flowers, cinema tickets
9. Shopping Junction
news etc.
Astrology, sports, flight number, stock info,
8. Airtel Services
networks across 98 countries.
Roaming allows user to be accessible on his
same number no matter which part of the
world he travel to Airtel roaming is over 192
7. Roaming
6. Voice mail
outside the
is
he
or
when
off
switched
is
mobile
his
is
busy, or
when his phone
With Voice mail one can receive message
internet connectivity Line Displays the Caller’s telephone number or name on the display screen of the
internet connectivity
Line
Displays the Caller’s telephone number or
name on the display screen of the Reliance-
Identification
SMS
Allows you to send and
receive SMS.
In-build
modem
for
Connects to the internet at speeds up to 115
Kbps.
Caller
Services provided by Reliance
1.
2.
3.
4.
5.
6.
7.
Phone book
Missed calls
history
dialed
received calls.
Also maintains call
of
Stores 99 numbers with names in the built-in
PC to the Reliance-FWP.
&
people at the same time.
phone book.
person to participate in the conversation.
FWP.
Speaker phone
Use Reliance data cable for connecting the
3 way call conference
The call conference facility lets you talk to 2
Shows you missed calls with timestamps.
Lets you talk on the phone without picking up
the receiver and allows more than one
Serial
Name of Services
Features of the Service
No.

8.

Voice mail

Allows the caller to leave a message when you are busy or unreachable. Notifies you by

SMS when you receive a new voice mail.

9.

Ring tone choice

There are 10 ring tones that you can choose

the phone book. need. 16. tap Secure proof Secure connection that cannot be tampered connection with
the phone book.
need.
16. tap
Secure
proof
Secure connection that cannot be tampered
connection
with or tapped by unauthorized persons.
10. Speed dialing
Enables you to speed dial 99 numbers from
Built-in alarm to remind you whenever you
11. Hotline
Programme your phone to automatically dial
a specified number when you pick up the
Allows you to prevent misuse by locking your
phone. You can also programme STD/ISD
Intimates you about an incoming call when
you are on another call. Also lets you switch
receiver without having to dial.
13. Call restrict / call lock
12. Call wait / call hold
between calls.
from.
number
14. Call divert
Divert
your
calls
to
voice
mail
other
or
restriction on it.
of
your
choice
when
busy
or
unreachable.
15. Alarm

PREFERENCE

OF

THE SERVICE

TABLE NO. 4

COMPANY

NO. OF

PERCENTAGE

RESPONDENTS

Idea

46

46%

Air Tel

11

22%

Reliance

16

32%

OF USE
OF USE

LOCATION

18 Pune CITY TABLE NO. 1 RESPONDENTS NO. OF Nasik PERCENTAGE 18 22 Sangli 20 28
18
Pune
CITY
TABLE NO. 1
RESPONDENTS
NO. OF
Nasik
PERCENTAGE
18
22
Sangli
20
28
30
26
32
78
44
74
37
11
98
10
14
15
13
16
39
22
9
Ahmednagar
Aurangabad
Nagpur
Satara
Mumbai
Kolhapur
Goa
Miraj

There are various location where mobile coverage is available. But it was found that most of the people use their mobile phone for Pune, Mumbai and Kolhapur. A simple reason for this is the most of the users are Businessman and th rates of the calls are the significantly lower as compared to landline calls. Thus it is found that the business class people making calls to various cities is highly cost efficient which is an important reason for increasing the use of mobile phone.

REASONS

FOR OPTING A PARTICULAR MOBILE SERVICE

TABLE NO. 2

REASONS

NO.

OF

PERCENTAGE

RESPONDENTS

Better service coverage

39

78

Better highway coverage

30

60

Any subsidy

5

10

Relation with the dealers

9

18

Better Service

22

44

World of mouth by sale executive

7

14

Friends experience

15

30

The above table gives the clear idea about the service referred by the consumers. Around 78% of the people use better city coverage and 60% of the total people for better highway coverage. Around 44% of the total persons gave importance to the value added service provided by the service provider. Few other reasons were for a particular services like friend’s experience (30%), relation with the dealer (18%), word for the mouth by sales executives (14%) and subsidy or plan offered by the companies (10%).

Any subsidy 5 10 Relation with the dealers 9 18 Better Service 22 44 World of

AVERAGE MONTHLY BILL OF THE RESPONDENTS

TABLE NO. 3

BILLS (Rs.)

NO.

OF

PERCENTAGE

RESPONDENTS

Less than 1000

9

18

  • 1000 24

– 2000

48

  • 2000 17

and above

34

Total

50

100

AVERAGE MONTHLY BILL OF THE RESPONDENTS TABLE NO. 3 BILLS (Rs.) NO. OF PERCENTAGE RESPONDENTS Less

It has been found that mobile phone is highly cost efficient for any business. We found that 50% of the people have their bill between the range of around Rs.1000 to Rs.2000 while 35% have more than Rs.2000. So it indicates that most of the mobile users belong to categories which use the phone services more frequently for their business which results in heavy amount of telephone bills. Thus shifting to mobile phones help them to reduce the burden of their telephone bills along with easy accessibility.

UNDERSTANDING

OF RESPONDENTS REGARDING BILL

TABLE NO. 4

ATTITUDE

NO.

OF

PERCENTAGE

RESPONDENTS

Positive

33

66

Negative

17

34

Table No. 4 shows the result pertaining to the understanding of the bills by the user. It was surprising to find the around 35% of the people were unable to understand the format of the billing, yet they were using the service paying off the bills.

UNDERSTANDING OF RESPONDENTS REGARDING BILL TABLE NO. 4 ATTITUDE NO. OF PERCENTAGE RESPONDENTS Positive 33 66

FINDINGS AND

SUGGESTIONS

Findings

1)

Generally people are using mobile phones because of better city coverage and highway coverage. The average billing is generally not very high even if there is regular or heavy usage. The service provider that is dealer’s choice is very much distinct among the people. Idea has covered large number of customers in Kolhapur city.

Generally people are using mobile phones because of better city coverage and highway coverage. The average

2)

3)

4)

Suggestions

  • i) The company should give preference to salaried people so as to get the benefits of industrial executives or attract business houses.

the officers from big

ii)

iii)

iv)

The billing structure should

be

changed

so

as

to

make

it

understandable to all. The charges levied for providing value added services should be reduced. The company should try to increase the brand loyalty among the customers.

  • v) They should motivate their dealer.

CONCLUSIONS

1) Idea is preferred more than any other telecom mobile service in Kolhapur city. 2) There
1)
Idea is preferred more than any other telecom mobile service in
Kolhapur city.
2)
There
is no other telecom company near
to competition with Idea
3)
Cellular in Kolhapur city.
Idea should provide good After Sales Service.
4)
People want to more highway coverage.

BIBLIOGRAPHY

1]

Modern Marketing Research

- Shri. M. N. Mishra 2] Marketing Management - Philip Kotler 3] Research Methodology - C.
- Shri. M. N. Mishra
2]
Marketing Management
- Philip Kotler
3]
Research Methodology
- C. R. Kothari