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DISSERTATION REPORT

On

“A STUDY ON BRAND AWARENESS, REACH AND


EFFECTIVENESS OF PROMOTIONAL CAMPAIGN OF TELECOM
PLAYER IN INDIA”

By
VIKAS DUBEY
A0102209092
MBA (M&S) Class of 2011

Under the Supervision of


Dr. SUMEET SINGH JASIAL
Sr. lecturer
Department of decision sciences and operations

In Partial Fulfillment of Award of Master of Business Administration

AMITY BUSINESS SCHOOL


AMITY UNIVERSITY UTTAR PRADESH
SECTOR 125, NOIDA - 201303, UTTAR PRADESH, INDIA
2011

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AMITY UNIVERSITY UTTAR PRADESH

AMITY BUSINESS SCHOOL

DECLARATION

I, Vikas Dubey student of Masters of Business Administration (Marketing and Sales) from
Amity Business School, Amity University Uttar Pradesh hereby declare that I have
completed my dissertation on “A STUDY ON BRAND AWARENESS, REACH AND
EFFECTIVENESS OF PROMOTIONAL CAMPAIGN OF TELECOM PLAYER IN
INDIA” as part of the course requirement.

I further declare that the information presented in this project is true and original to the best
of my knowledge.

Vikas Dubey

Enroll. No:
A0102209092

Place: Noida MBA (M&S) Class of


2011

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AMITY UNIVERSITY UTTAR PRADESH

AMITY BUSINESS SCHOOL

CERTIFICATE

I hereby certify that Vikas Dubey students of Masters of Business Administration


(Marketing and Sales) at Amity Business School, Amity University Uttar Pradesh has
completed Summer Internship on “A STUDY ON BRAND AWARENESS, REACH AND
EFFECTIVENESS OF PROMOTIONAL CAMPAIGN OF TELECOM PLAYER IN
INDIA”, under my guidance.

Dr. Sumeet Singh Jasial

Sr. lecturer

Department of decision sciences and operations

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ACKNOWLEDGEMENT

This project has been a great learning experience for me and I would like to express my
gratitude towards all the people who guided me throughout, and without whose guidance and
support, this project would not have been completed successfully.

I express my sincere gratitude to my faculty guide Dr. Sumeet Singh Jasial for his able and
continuous support and cooperation throughout my project, without which the present work
would not have been possible.

Special thanks to Mr. Mahaveer Nagar, (Territory Manger) Vodafone M.P., Mr. Naveen
Sharma, (DSA Manager) Reliance Mobile, M.P., for their continuous support throughout the
project work.

Also, I am thankful to my Family, Faculties & Friends for their continued guidance and
immense support as well as invaluable encouragement.

Vikas Dubey

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ABSTRACT

The project entitled “The study on brand awareness, reach and effectiveness of promotional
campaign by telecom players in India.” Advertising is primarily a way for sellers to
communicate to potential buyers the value of their goods and services. Advertising is a basic
marketing tool for stimulating demand and the level and nature of the question. The provision
of an effective marketing message through advertising requires many different decisions as
the marketer develops their advertising campaign.

The Indian Telecommunications network with 751 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. The way telecom firms advertise, gives an approximate
idea about the telecom trends. All the telecom companies have advertise in all possible ways
like broadcasting, print, outdoor, public service, celebrity advertisements. This study has
uncovered the truth, that are these promotional campaigns are effective or not.

The study is descriptive study and the sampling technique used is conscience sampling. The
sample size is 100 selected from the population of Delhi/ NCR region. The data is collected
with help of structured questionnaire.

The objectives of the study are:

• To know that which kind of media is more effective among customer to


communicate telecom products and services.
• To study the impact of media on buying behavior on different age group
customers of telecom.
Here the hypothesis testing is done with help of Chi square test goodness of fit. The next step
in the research process is analysis and interpretations of the data collected by the respondents.
This analysis and interpretation is done with help of Graphs, charts and tabulations, they are
prepared by SPSS statistical tool.

With help of analysis interpretations the findings are drawn which includes the
advertisements made by companies are effective and television is most effective ways of
advertisement which make a great impact on consumers mind.

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Contents
Declaration 2

Certificate 3

Acknowledgement 4

Abstract 5

S.No. Chapter Name Page No.

1 Introduction 09
1.1 Role of advertising in the business world 11
1.2 Managing advertising decisions 12
1.3 Types of advertising 13
1.4 Indian telecom sector 15
1.5 Advertising trends in Indian telecom 17
1.6 Past trends in advertising in Indian telecom 19

2 Literature Review 23

3 Problem statement 25
3.1 Research objectives 26
3.2 Major hypothesis 26

4 Research Methodology 27
4.1 Research design 28
4.2 Sample design 28
4.3 Data sources 29

5 Result and discussions 33

6 Findings 58

7 Suggestions and recommendations 60

8 Conclusion 62

References Cited 65
Appendix 67

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LIST OF TABLES

Table No. Title Page No.

5.1 Gender 32

5.2 Age 33

5.3 Users of service providers 34

5.4 Who is your service provider * gender cross tabulation 35

5.5 Who is you service provider * age cross tabulation 36

5.6 Who long you are using this connection 37

5.7 Who long you are using this connection * gender crosstabulation 38

5.8 Who long you are using this connection * age crosstabulation 39

5.9 Which was the most influential factor for choosing this mobile connection 40

5.10 Which was the most influential factor for choosing this mobile connection 41
* gender crosstabulation

5.11 Which was the most influential factor for choosing this mobile connection 42
* age crosstabulation

5.12 While purchasing a connection advertising plays any role 43

5.13 From where do you watch ads 44

5.14 From where do you watch ads. * gender crosstabulation 45

5.15 From where do you watch ads. * age cross tabulation 46

5.16 Which telecommunication company has good advertising. 47

5.17 Do you think that advertisement made by company informs you about their 48
products

5.18 Do you think that advertisement made by company informs you about their 49
products? * who is your current service provider? Crosstabulation

5.19 If you come to know about any new telecom product or service through 50
media, do you discuss the same with others

5.20 Can you recall any advertisement of telecom product or service 51

5.21 Was there any celebrity in that advertisement 52

5.22 Based on advertisements made by company, would you like to go for more 53
connections for you or your family in future

5.23 Based on advertisements made by company, would you like to go for more 54
connections for you or your family in future? * who is your current service
provider? Crosstabulation

5.24 You are going to purchase a mobile connection of certain features and 56
same time you find an advertisement of mobile connection of same
features, what will you do
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5.25 Chi – square test 57

5.26 Chi – square test statistics 57

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CHAPTER- 1
INTRODUCTION

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Advertising is, ultimately, for the marketer, a powerful persuasive tool for creating a demand
for his product. Consumers apparently feel that they have nothing to gain from these ads.
Most of us do not have hundred percent faiths in the correctness of the message of
advertising. We have some kind of impression that the ads are exaggerations default,
highlighting the product benefits that are not very important, while concealing the flaws that
are most important. In short, we will not receive any advertisement message seriously and
have stereotypical reaction of almost all advertising. The basic purpose of advertising to
communicate effectively with their target market itself is not achieved. Some economists
have argued that advertising creates product differentiation as a result of which demand
becomes more inelastic, which in fact he does nothing, but to replace price competition,
advertising. It is possible to win in the elimination of price competition, covering a market
segment for the product advertised can be much more than the expenditure incurred on
advertising. Large firms have the power of huge money, they spend it on advertising,
especially when they introduce a product with a different differentiation, which enables them
to capture a significant market. Not only in such pre-empting a possible market, but such
advertising has the power to create a barrier to new firms or a product to enter the market in
competition. The result is that large companies continue to enjoy a large market in a
monopolistic competitive situation, getting high prices and high profits which, again, allow
them to spend large sums on advertising. And so a vicious circle develops. The power of
advertising is so great that some authors have argued that it deprives consumers of their
discretion in the market and makes it possible for suppliers to manage demand. John Kenneth
Galbraith, in his monumental, New Industrial Estate, has observed: "Control or management
of demand is, in fact, a huge industry and growing fast in itself. It involves a large network of
communication, a large array of merchandising and sales organizations, almost all advertising
industry, research numerous enhancements, training and other related services, and much
more. In everyday parlance, this great machine and demand and different talents that he uses,
are said to be engaged in selling goods. In less ambiguous language, this means that it is
engaged in the management of those who buy goods. " In this critique of advertising,
economists assume that the market response is proportional to the amount spent on
advertising. The bigger the advertising budget, the greater the market power available
manipulative marketer. Another assumption is that advertising is not very expensive, indeed
within the capacities of other firms of medium and small size. The third assumption that once

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a company or firm takes the lead, others are banned and can not take away or snatch the
market from it. No doubt the market response has a relationship with the dose of advertising,
even so, advertising alone is not the only cause of response. There are other criteria are
equally important in influencing the purchase decision. These are quality products, at its
disposal and sales promotion. On a much larger base, therefore, ads can be blamed for the
reduction of competition, but certainly not on a permanent basis. The assumption that
advertising is too expensive can not afford a critical analysis. Due to technological
advancement and development of various media, advertising is commonly used by
manufacturers and marketers.
It is clear therefore that although criticism of advertising may be justified occasionally
in short, it can not be sustained on a regular basis. No doubt, advertising helps to build the
reputation of a particular brand, but it is not just advertising, it is also the work product that
counts. Yes, advertising will increase the value of the product for its customers to a good
extent, if done properly. It affects the perception of customers about the product and creates a
desire to buy it. But this will only happen if consumers believe in the benefits promised in the
advertisement of the product and its use confirms their faith. This is the way advertising helps
in addition to value for a product or service.

1.1 Role Of Advertisements In The Business World

Advertising is primarily a way for sellers to communicate to potential buyers the value of
their goods and services. Advertising is a basic marketing tool for stimulating demand and
the level and nature of the question. It has economic, social and psychological functions.

Economic Function: All the ad need to do is have a product or service sold. The
advertisement in a big communications properly and effectively, by communicating to the
people, by communicating the right message, put on by brilliant and persuasive language,
uses an appeal to various human motives. Advertisements sometimes do the sales job in a
subtle and indirect way. They tend, we favor the products, their influence on our attitudes. So
ads perform the economic function by being an art of persuasion. It is also aided by a science
of interpretation, visualization, print reproduction, special effects movies etc. Advertising
represents a direct relationship with the buyer, with no middleman in the road.

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Social Function: Advertising has become not the core cultural values, but the subsidiary
cultural values. For example, getting married is the core cultural value. Advertising can not
effectively change it by telling people that you are not married. Yes, let truth and not an early
age is a subsidiary cultural value. Notice can definitely influence. Advertising is a mirror of
the society in which it operates. This reflects the cultural values of society. Some argue that
advertising debases our cultural standards. There are many factors that influence culture and
get affected by them - schools, colleges, families, museums, churches etc. Successful
advertising is consistent with the cultural values of a given society. Yes, it can transmit
cultural values from one community to another community on a given point of time. The
cross-cultural impact will depend on the universalization of appeal.
Psychological Features: Advertising is linked to consumer behavior. So it affects the
personality of the consumer, his concept of himself, his attitudes, beliefs and opinions, their
life cycle and lifestyle etc. Advertising is calling on our physiological and psychological
motives. His appeal can be rational or emotional.

1.2 Managing Advertising Decisions

The provision of an effective marketing message through advertising requires many different
decisions as the marketer develops their advertising campaign. For small campaigns, that
involve some creative work, or some people can most of the work handled. In fact, the
Internet made do-it-yourself advertising an easy process to manage and especially small
businesses empower their advertising decisions management. As we shall see, not only can
small businesses handle the creation and placement of ads on the Internet, new services have
even made it possible for a single person ads running on local television to create. For
example, a company called SpotRunner allows users to opt out of a list of high-quality
television advertisements that can be customized and then placed within the local cable
television programs. For a larger campaign to develop the skills needed good advertising
decisions can be quite varied and can not easily be handled by a single person. While larger
companies manage some advertising activities within the company, they are more likely to
rely on the help of advertising professionals, such as those for advertising agencies, to help
their advertising campaign to bring to market.

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1.3 Types Of Advertising

Print Advertising– Newspapers, Magazines, Brochures, Fliers, the print media have always
been a popular advertising medium. Advertising products via newspapers or magazines is a
common practice. In addition to this, the print media also offers options like promotional
brochures and fliers for advertising purposes. Often the newspapers and the magazines sell
the advertising space according to the area occupied by the advertisement, the position of the
advertisement (front page/middle page), as well as the readership of the publications. For
instance an advertisement in a relatively new and less popular newspaper would cost far less
than placing an advertisement in a popular newspaper with a high readership. The price of
print ads also depend on the supplement in which they appear, for example an advertisement
in the glossy supplement costs way higher than that in the newspaper supplement which uses
a mediocre quality paper.

Outdoor Advertising – Billboards, Kiosks, Tradeshows and Events outdoor advertising is


also a very popular form of advertising, which makes use of several tools and techniques to
attract the customers outdoors. The most common examples of outdoor advertising are
billboards, kiosks, and also several events and tradeshows organized by the company. The
billboard advertising is very popular however has to be really terse and catchy in order to
grab the attention of the passersby. The kiosks not only provide an easy outlet for the
company products but also make for an effective advertising tool to promote the company’s
products. Organizing several events or sponsoring them makes for an excellent advertising
opportunity. The company can organize trade fairs, or even exhibitions for advertising their
products. If not this, the company can organize several events that are closely associated with
their field. For instance a company that manufactures sports utilities can sponsor a sports
tournament to advertise its products.

Broadcast Advertising – Television, Radio and the Internet broadcast advertising is a very
popular advertising medium that constitutes of several branches like television, radio or the
Internet. Television advertisements have been very popular ever since they have been
introduced. The cost of television advertising often depends on the duration of the
advertisement, the time of broadcast (prime time/peak time), and of course the popularity of
the television channel on which the advertisement is going to be broadcasted. The radio
might have lost its charm owing to the new age media however the radio remains to be the

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choice of small-scale advertisers. The radio jingles have been very popular advertising media
and have a large impact on the audience, which is evident in the fact that many people still
remember and enjoy the popular radio jingles.

Covert Advertising – Advertising in Movies covert advertising is a unique kind of


advertising in which a product or a particular brand is incorporated in some entertainment and
media channels like movies, television shows or even sports. There is no commercial in the
entertainment but the brand or the product is subtly (or sometimes evidently) showcased in
the entertainment show. Some of the famous examples for this sort of advertising have to be
the appearance of brand Nokia which is displayed on Tom Cruise’s phone in the movie
Minority Report, or the use of Cadillac cars in the movie Matrix Reloaded.

Surrogate Advertising –Advertising Indirectly surrogate advertising is prominently seen in


cases where advertising a particular product is banned by law. Advertisement for products
like cigarettes or alcohol which are injurious to heath are prohibited by law in several
countries and hence these companies have to come up with several other products that might
have the same brand name and indirectly remind people of the cigarettes or beer bottles of the
same brand. Common examples include Fosters and Kingfisher beer brands, which are often
seen to promote their brand with the help of surrogate advertising.

Public Service Advertising –Advertising for Social Causes public service advertising is a
technique that makes use of advertising as an effective communication medium to convey
socially relevant messaged about important matters and social welfare causes like AIDS,
energy conservation, political integrity, deforestation, illiteracy, poverty and so on. David
Ogilvy who is considered to be one of the pioneers of advertising and marketing concepts had
reportedly encouraged the use of advertising field for a social cause. Oglivy once said,
"Advertising justifies its existence when used in the public interest - it is much too powerful a
tool to use solely for commercial purposes.". Today public service advertising has been
increasingly used in a non-commercial fashion in several countries across the world in order
to promote various social causes. In USA, the radio and television stations are granted on the
basis of a fixed amount of Public service advertisements aired by the channel.

Celebrity Advertising:-Although the audience is getting smarter and smarter and the modern
day consumer getting immune to the exaggerated claims made in a majority of
advertisements, there exist a section of advertisers that still bank upon celebrities and their
popularity for advertising their products. Using celebrities for advertising involves signing up

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celebrities for advertising campaigns, which consist of all sorts of advertising including,
television ads or even print advertisements.

1.4 Indian Telecom Sector

The telecom network in India is the fifth largest network in the world meeting up with global
standards. Presently, the Indian telecom industry is currently slated to an estimated
contribution of nearly 1% to India’s GDP. The Indian Telecommunications network with 751
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. Until a
few decades ago, the telephone service in India was one of the worst in the world. There was
only about one telephone for every 2000 persons. Telephone service was considered a luxury,
and accorded a low priority by the government policy -makers. This perspective was
replaced, beginning in the mid-1980s, with a view that telecom services are essential for
business, industry and economic development. The revolution in the telecommunication
services began under the leadership of India’s “high-tech” prime minister, Rajiv Gandhi and
Satyen (Sam) Pitroda, a U.S. returned expatriate Indian. Ten years ago, telecommunications
services were a state monopoly and constituted a major bottleneck on the conduct of business
activity. So callous was the attitude of the government that when a Member of Parliament
complained about poor telephone service in Delhi during the early 1980s, the then
telecommunications minister went on to remind him that in a poor country like India, the
telephone was a luxury. The minister then added that if the Member was unhappy with the
service, he could return his phone since many customers had queued up for it for year. The
telecommunication revolution gathered further momentum during the 1990s, spurred by the
sweeping economic reforms by the Narsimha Rao government. While the pace of
telecommunication reforms has been slow, and the government-run Department of
Telecommunications is reluctant to part with its monopoly status, private sector investment in
telecommunications is increasing. The Indian mobile market has undergone a revolutionary
change over the past few years to become one of the leading mobile markets on the global
map. Easy availability of low-priced devices, better network coverage and affordable services
are some of the major factors that have boosted its growth and will continue to do the same in
future. Wireless teledensity has also risen to the level of around 45% at the end of 2009, but
still there is a vast scope for further improvement because of a wide gap in teledensity

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between urban and rural areas. For instance – the wireless teledensity in urban areas rose to
around 112% in the mid 2012, while it stood at 24% in rural areas.
Additionally, by 2011, the government targets:

•80 million rural connections


• Mobile coverage of 90 per cent geographical area
• Internet Protocol Television (IPTV) in 600 towns
• Quadrupling manufacture
• Two-fold increase in telecom equipment R&D from the current level of 15 per cent.

"Telecommunications is the backbone of your future economy. International competitiveness


increasingly depends on the development of a telecommunications infrastructure that is
compatible with international standards."
Favorable demographics and socio-economic factors leading to high growth:

• Growth of disposable income combined with changes in lifestyle


• Increasing affordability - low tariffs, easy payment plans and low-cost handset
• Increased coverage and availability of mobile services

Investment opportunity of over US$76 billion across many areas:

• Network infrastructure to increase service coverage


• Roll-out of additional network for 2G, 3G, and WIMAX etc.
• Applications/software for voice, data and broadcasting services
• Devices like the mobile handset, set top box, modem, gaming console, consumer
premise equipments etc .
• Nokia, Siemens, Alcatel, Lucent, Elcoteq, LG, Ericsson are all investing in India

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Source: - www.trai.gov.in (TRAI press release)

1.5 Advertising Trends In Indian Telecom

The way telecom firms advertise, gives an approximate idea about the telecom trends. I
would try to uncover some of them, which come to my mind. At the initial launch of the
mobile services, they were advertised as lifestyle products. The message that sought to be
conveyed was that if you have a mobile phone, you have arrived in life. A few well-healed
people could afford the high call rates at that time. It was in no way for the masses. I am sure
that the mobile companies made a large profit out of it. Perhaps for the first time, Indians
were exposed to concepts alien to them: Customer Care Support. It saw a booming of the
ancillary services and fresh graduates, stunted in mental development though, came out in
droves for the well-paid jobs.

Airtel then sought the services of Sachin Tendulkar. He was the brand ambassador and saw
his earnings sharply increasing. I saw his picture everywhere exhorting me buy the mobile
prepaid card. After the initial publicity passed away, A.R. Rahman gave his now famous
tune. All the other companies have variously tried other gimmicks to sell their connections.

However, the landscape changed after Reliance came in the mobile services. Mukesh Ambani
was seen telling people about his father’s dream. The initial launch was lackluster. With the
launch of the prepaid services, the punch line was “mujhme hai who baat” or “I have that
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thing!” I wonder how many people actually signed up after those ads. I believe that it was
solely because of the Monsoon Hungama that Reliance was able to ramp up its numbers.
Then came the ad line “Kar lo duniya muthi mein”. (Have the world in your fist). I remember
that this became the butt of dirty jokes on the GSM networks! So much for imagination of
creative heads of the ad agency.

The icing on the cake goes to Hutch. They designed the simple ad with the kid and cute
Chinese Pug. It was a hit of all sorts. It conveyed the effectiveness of the message succinctly.
I believe that it drove Hutch connections across the places where it offered its services.
However, it was considered too elitist for the masses. The advertisement should be able to
convey the message effectively; one with which people could identify with. In this regard,
BSNL could claim something. BSNL advertisements depicted typically government
mentality for awarding the contract to lowest in the tender process. The quality clearly shows.
Is there anyway people could identify themselves with that advertisements? What of those
places where BSNL is the sole service provider?

As the title goes, advertising trends are reflective of the current scenario in telecom. Airtel
has been advertising its group card labeled as Friends. In fact, until now, the market was
treated as homogenous. Over the period, classification has been sought to target the specific
customers with specific needs. Airtel took the lead in announcing Senior citizen cards
targeted at those above 60. The Friends card is for those who wish to restrict themselves to
their group with low calling rates and some free messages.

Reliance has realized early on about targeting the businesses. Its offer of flat rate for making
STD calls to anyone across its network is unparalleled. This way it can ensure that there
would be higher converts towards it services. R-Connect is its portal that differentiated
Reliance early on from other operators. It knows that future revenues are going to come from
value added services. This way it has foreseen the development in the industry.

Following this, Airtel introduced its Airtel Live! I guess so have the other operators across
board. The voice calls would not yield much as much as revenue as would the value added
services. Hence, for the same reason they have introduced value added cards, which would
help to download ring tones and other fancy stuff.

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This is the reason I have always insisted that Telecom operators should get bullish on data
services. 3G mobile services look good as technology demonstrators. Until the time, the
prices for the 3G enabled handsets fall down to manageable levels, it would not take off. I
believe that it takes up a large chunk of the scarce spectrum, which does not make any sense
to introduce. WAP and GPRS were heavily promoted but have been more or less non-starters.
The real differentiator would be the quality of services, cheap offering if these companies
have to venture in the rural areas and the reach of the network.

In this regard, the division of India in circles is not in the right spirit. It should be taken as a
homogenous land mass. The day is not far when it would be local call to call anywhere across
the nation. Reliance has made this possible to some extent.

1.6 Past Trend In Advertising In Telecom

2007
• Telecom sector advertising on TV grew by 61 per cent during 2007 compared to 2006.

• Telecommunication Services segment had more than 60 per cent share of overall Telecom
sector advertising on TV.

• Telecommunication Services has seen a rise of 108 per cent in TV advertising, whereas
Telecommunication Equipments saw a rise of 17 per cent during 2007 over 2006.

• Bharti Airtel Ltd was the number one advertiser under Telecommunication Services and
Nokia Corporation led Telecommunication Equipments advertising on TV during 2007.

2008
• TV advertising of Telecom sector saw a rise of 99 per cent during January - August 2008
compared to January - August 2007.

• 'Telecommunication Services' garnered a high share of Telecom sector advertising on TV


during January - August 2008.

• TV advertising of 'Telecommunication Equipments' saw a growth of 45 per cent and that of


'Telecommunication Services' grew by 127 per cent during January - August 2008.

• 'Nokia Corporation' leads in advertising of 'Telecommunication Equipments' and ' Vodafone


Essar Ltd' was number one advertisers for 'Telecommunication Services' on TV during
January - August 2008.

• 'R Madhavan' had the maximum ad volumes of Celebrity Endorsement of Telecom sector
on TV during January - August 2008.

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2009
• Telecom sector has seen a decline of 16 per cent in its TV ad volumes during Jan - Mar '09
compared to Jan - Mar '08.

• High share of 'telecommunication services' advertising on TV during Jan-Mar '09.

• 'Sony Ericsson (India)' was the top advertisers under 'telecommunication equipments' and
'Bharti Airtel Ltd' leads in 'telecommunication services' advertising on TV during Q1 '09.

• 'Sony Ericsson W595' and 'Sony Ericsson F305' were top two new brands advertised under
'telecommunication equipments' on TV during Q1 '09.

• Virgin vGlide Phones (slider) topped the chart of new 'telecommunication services'
advertised on TV during Q1 '09.

2010

IDEA Cellular’s campaign with brand ambassador Abhishek Bachchan has been adjudged
the ‘Best Celebrity Endorsement of the Year’ at the first edition of NDTV Tech Life
Awards.The trophy was jointly received by Bachchan and IDEA Cellular chief marketing
officer Pradeep Shrivastava.IDEA’s tagline ‘What an idea, Sirji!’ has generated tremendous
recall value for the brand, amongst the masses.

Bachchan said, “I am happy to associate with a brand which is young, humane and is
a Champion in its category. IDEA’s communication is simple, effective and appealing to the
masses and classes. It has given me an opportunity to connect with my countrymen and offer
simple solutions to complex issues prevalent in our society.It is encouraging to see that my
role in this communication has inspired people, and is recognized by the industry.”

IDEA’s ad campaigns based on the theme of ‘Democracy’; ‘Championing a world without


caste’; ‘Championing a world in which no one suffers from the disability to communicate’;
and ‘Education for All’, have been a huge success amongst all categories of audience. In all
these campaigns, the Brand Ambassador has played a protagonist who connects with both the
masses, and the classes. Be it the ‘close aide’ of the political leader in our Democracy
campaign; or the ‘Sarpanch’ trying to get rid of caste wars; or the ‘Tourist Guide’ with a
foreigner at Taj; or even the ‘Priest’ who has the vision of Educating One and All—each time
the character has sprung up with an innovative ‘Idea’ which provides a simple yet effective
solution to a problem, by using the mobile phone.The testimony of the success of the
campaign is reflected from the rapid growth of IDEA’s subscriber base in the country. The

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Aditya Birla Group company has grown to become the 3rd largest private GSM operator with
over 43 million subscribers across 16 service areas, nationally.

Reliance Mobile's latest communication, featuring brand ambassador Hrithik Roshan, urges
consumers to use their mobile phones to get in touch with their loved ones, without any
hesitation. The new campaign has been created by Cartwheel Creative Consultancy.
Speaking about the creative brief received from the client, Cartwheel's D.
Ramakrishna (Ramki) says, "Quite simply, the brief was to use the launch of GSM services to
re-energise Reliance Mobile. Hence, we were tasked with finding a simple, yet powerful
platform that will resonate with mobile India."

The campaign begins with Hrithik Roshan completing a shot, when he suddenly
remembers a friend he has lost touch with for many years. On an impulse, he gives the friend
a call and discovers the joy of catching up with friends after a gap of many years. Next, he
calls up an avid fan of his, who screams with happiness into the phone when she realises that
it is Hrithik Roshan who is calling her. Similarly, he calls up other friends and pleasantly
surprises them. In the end, he goes to see an old man and calls him from beneath his house to
thank him for everything that he has done for him.

Vodafone Essar Limited (Vodafone Essar), the India-based subsidiary of the global mobile
network operator, Vodafone. It focuses on the 'Zoozoos' advertising campaign that
highlighted the different value added services (VAS) offered by the company.
The campaign introduced new characters called Zoozoos. To convey a specific VAS offered
by the company, each ad used a story which was enacted by the Zoozoos. The campaign
created the buzz both in the traditional media as well as in social networking sites like
Facebook and Twitter and video sharing website, YouTube.

While advertising experts appreciated the creativity of the ad campaign, they were
apprehensive whether the popularity of the campaign would actually help the company
increase its revenues.

The case details the making of the advertising campaign and the efforts by the company to
popularize the ad campaign by launching a microsite and creating fan page on the Facebook.
The case ends with a discussion on whether the popularity of Zoozoos would overshadow the
Vodafone brand itself or not.

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CHAPTER-2
REVIEW OF LITERATURE

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1. Kalavani (2006) in their study analyzed that majority of the respondents have given
favorable opinion towards the services but some problems exist that deserve the attention
of the service providers. They need to bridge the gap between the services promised and
services offered. The overall customers’ attitude towards cell phone services is that they
are satisfied with the existing services but still they want more services to be provided.
2. Seth et al (2008), in their study titled “Managing the Customer Perceived Service Quality
for Cellular Mobile Telephone: an Empirical Investigation” analyzed that there is relative
importance of service quality attributes and showed that responsiveness is the most
importance dimension followed by reliability, customer perceived network quality,
assurance, convenience, empathy and tangibles. This would enable the service providers
to focus their resources in the areas of importance. The research resulted in the
development of a reliable and valid instrument for assessing customer perceived service
quality for cellular mobile services.
3. Samuvel, “customer satisfaction for cellular services, a study with a reference to BPL and
Aircel mobile phones and services”, a published M.Phil. dissertation, submitted to
Bharathiar university, Coimbatore, December 2002
4. Kalpana and Chinnadurai (2006) in their study titled “Promotional Strategies of Cellular
Services: A Customer Perspective” analyzed that the increasing competition and changing
taste and preferences of the customer’s all over the world are forcing companies to
change their targeting strategies. The study revealed the customer attitude and their
satisfaction towards the cellular services in Coimbatore city.
5. Rick (2008): in his study found that companies with sound customer strategies can use
that ultimate loyalty program as a differentiator in an increasingly muddled market. In an
increasingly competitive market, customer loyalty efforts can play a major part in the
attraction of new customers and the retention of current ones. As consumers' choices
expand, the importance of a sound customer relationship strategy becomes more and
more important for the success of the company.
6. Shikha Ojha (2009) conducted a study on “Consumer Awareness of VAS of Telecom
Sector of India”. She analyzed the contribution of the mobile phone services not only at
the national or state level, but also its involvement in an individual's life. She found out
that the less number of users are aware of all the VAS provided by the service providers
and thus the companies should focus on the awareness campaign.

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7. Shirshendu Ganguli (2008) conducted a study on “Drivers of Customer Satisfaction in
Indian Cellular services Market “in which he discussed the impact of service quality and
features on customer satisfaction from the cellular users viewpoint.
8. J D Power(2009) conducted a study on “Customers increasingly want telecom services
and products to be bundled” based on responses collected from 11,911 customers
nationwide and examined the overall customer satisfaction on six factors – customer
service, reliability, billing, image, cost of service, offers & promotions.
9. Girish Taneja & Neeraj Kaushik (2007) conducted a study on “Customers perception
towards Mobile service providers: An analytical study” aims to deduce the factors that
customers perceive to be the most important while utilizing the services of a mobile
service provider.
10. Anita Seth (2007) in his study on “Quality of service parameters in cellular mobile
communication” developed a model of service quality and a set of dimensions for
comparative evaluation which could provide useful directions to regulators and service
providers.

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CHAPTER-3
PROBLEM STATEMENT

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PROBLEM STATEMENT

Problem Statement: - In Indian telecom scenario all companies are spending lots of
money on advertisement. All kinds of advertisements are given broadcasting, print
ads, message advertising, and ads on point of sale etc. where TV ads are very
expensive.
Are these advertisements really effective in order to increase the awareness and the
sales of the telecom products?

3.1 Research Objective(S)

• To know that which kind of media is more effective among customer to


communicate telecom products and services.
• To study the impact of media on buying behavior on different age group
customers of telecom.

3.2 Major Hypothesis

H0: Media do not play effective role on purchasing behavior of telecom products and
services.

H1: Media plays effective role on purchasing behavior of telecom products and services.

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CHAPTER-4
RESEARCH METHODOLOGY

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• In the initial stage of research the study about the brand awareness, and effectiveness
of advertisement is done through the book, journals, research papers, and websites.
Because it is a very big term to study, many brands and the advertisement made by
them were studied. After the overall research about the topic, advertisement as a area
of study was chosen.
• After selecting the advertisement as an area of study, there were many options to
choose any industry. As advertising is very important part for any product or
organization and every company focus on advertisements, this was very difficult to
choose a particular sector. After an intensive research the telecom industry was
chosen in order to know that how the effective the advertisements are.
• Taking the research topic advertising in telecom, the research design was made as per
need.

4.1 Research Design

A research design is the arrangement of conditions for collection and analysis of data in a
manner that aims to combine relevance to the research purpose with economy in procedure.
In this research, I have used Desriptive Research Design.

Descriptive Research, also known as statistical research, describes data and characteristics
about the population or phenomenon being studied. Descriptive research answers the
questions who, what, where, when and how.

4.2 Sample Design

Sample design is the heart of the sample planning process. A sample design involves
specifications of the type of sample used, the appropriate sampling unit, and the sample size.
Geographical Area: - The geographical area for this research is Noida (utter
Pradesh)

Sample Size:- In this research 100 sample size have taken.

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• The final step for the research was to collect the data and interpretation of the data.
For that there were following sources used for the data collection and certain analysis
was done.

4.3 Data Source

In this research there are following type of data is used:-


• Primary data
• Secondary data

Primary Data:- It is the first hand information collected directly from customer. The primary
data are those, which are collected fresh and for the first time. Techniques which I have used
for collecting primary data are following.
Survey method
a) Questionnaire:-
 For the questionnaire 1 st 20 respondents were taken, and then the pilot
testing was done. After that in the subversion of the expert the
correction in the questionnaire done.
Types of questions used in the questionnaire.
 Dichotomous:
This type of questions have only two type of answer, yes or no. true or false etc.

 Multiple choice questions:


In the case of multiple choice question the respondents is offered two or more
choices. The researcher exhausts all the possible choices and the respondent has to
indicate which one is applicable in this case

Secondary Data: - Sources of secondary data is collected through


• Internet
o Websites of the Indian telecom companies were referred.
• Journals
• Newspaper
o Times of India
o Dainik jagran

29 | P a g e
• Database available in the library, catalogues and presentations
The data collected from respondents have processed with the SPSS in following manner.
• Tabulation
• Graphical presentation
o Bar graph
o Pie charts
• Interpretation

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CHAPTER- 5

RESULT AND DISCUSSIONS

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Q1.Gender:

Table No. 5.1:- Gender

Cumulative
Frequency Percent Valid Percent Percent

Valid Male 77 77.0 77.0 77.0

Female 23 23.0 23.0 100.0

Total 100 100.0 100.0

Out of 100 respondents, 77 % were Male and 23 % were Female.

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Q2. Age:

Table No. 5.2:- Age

Cumulative
Frequency Percent Valid Percent Percent

Valid 15-25 89 89.0 89.0 89.0

26-35 7 7.0 7.0 96.0

36-45 3 3.0 3.0 99.0

Above 45 1 1.0 1.0 100.0

Total 100 100.0 100.0

Out of 100 respondents, 89% were between the ages of 15-25, 7% were between the ages of
26-35, 3% were between the age of 36-45 and 1% was above 45.

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Q3. Who is your current service provider?

Table No. 5.3:- users of service providers.

Cumulative
Frequency Percent Valid Percent Percent

Valid Airtel 37 37.0 37.0 37.0

Vodafone 29 29.0 29.0 66.0

Reliance 7 7.0 7.0 73.0

Aircel 5 5.0 5.0 78.0

Idea 12 12.0 12.0 90.0

Others 10 10.0 10.0 100.0

Total 100 100.0 100.0

Out of 100 respondents 37% were using Airtel, 28% were using Vodafone, 7% were using
Reliance, 5% were using Idea and 10% were using others.

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Table No. 5.4:- who is your service provider * Gender Cross tabulation

Gender

Male Female Total

Who is your current Service Airtel 31 6 37


provider?
Vodafone 23 6 29

reliance 4 3 7

Aircel 4 1 5

idea 7 5 12

others 8 2 10

Total 77 23 100

It is evident that 40.25% of Male and 26.08% of Female respondents use Airtel, 29.87% of
Male and 26.08% of Female use Vodafone, 5.19% of Male and 13.04% of Female use
Reliance, 5.19% of Male 4.34% of Female use Aircel, 9.09% of Male and 21.37% of Female
use Idea, 10.38% of Male and 8.69% of Female use Other service provider.

35 | P a g e
Table No. 5.5:- who is you service provider * Age Cross tabulation

Count

Who is your current Service provider?

Airtel Vodafone Reliance Aircel Idea Others Total

Age 15-25 35 25 4 4 11 10 89

26-35 1 4 0 1 1 0 7

36-45 1 0 2 0 0 0 3

above 45 0 0 1 0 0 0 1

Total 37 29 7 5 12 10 100

It is evident that 39.32% of the respondents falling in to the age 15 – 25 years use Airtel,
28.08% of the respondents falling in to the age 15 – 25 years use Vodafone, 4.49% of the
respondents falling in to the age 15 – 25 years use Reliance, 4.49% of the respondents falling
in to the age 15 – 25 years use Idea, 11.23% of the respondents falling in to the age 15 – 25
years use Other service provider.

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Q4. For how long you are using this mobile connection?

Table No. 5.6:- who long you are using this connection

Cumulative
Frequency Percent Valid Percent Percent

Valid less then 6 months 11 11.0 11.0 11.0

6 to 12 months 10 10.0 10.0 21.0

above 12 months 79 79.0 79.0 100.0

Total 100 100.0 100.0

Out of 100 respondents, 11% were using the current connection for less than 6 months, 10%
were using it from 6-12 months and 79% were using it from more than 1 year.

37 | P a g e
Table No. 5.7:- who long you are using this connection * Gender Crosstabulation

Count

Gender

Male Female Total

For how long you are using less then 6 months 6 5 11


this mobile connection?
6 to 12 months 9 1 10

above 12 months 62 17 79

Total 77 23 100

It is evident that 7.79% of Male and 21.73% of Female respondents are using this mobile
connection for less then 6 months, 11.68% of Male and 4.34% of Female are using this
mobile connection for 6 to 12 months, 80.51% of Male and 73.91% of Female are using this
mobile connection for more then 12 months.

38 | P a g e
Table No. 5.8:- who long you are using this connection * Age Crosstabulation

Count

Age

15-25 26-35 36-45 above 45 Total

For how long you are using less then 6 months 10 1 0 0 11


this mobile connection?
6 to 12 months 10 0 0 0 10

above 12 months 69 6 3 1 79

Total 89 7 3 1 100

It is evident that 11.23% of the respondents falling in to the age 15 – 25 years are using this
mobile connection for less then 6 months, 11.23% of the respondents falling in to the age 15
– 25 years are using this mobile connection for 6 -12 months, 77.52% of the respondents
falling in to the age 15 – 25 years are using this mobile connection for more then 12 months.

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Q5. Which was the most influential factor for choosing this mobile connection?

Table No. 5. 9:- Which was the most influential factor for choosing this mobile connection

Cumulative
Frequency Percent Valid Percent Percent

Valid Recommendation by friends 39 39.0 39.0 39.0


and relatives

Recommendation by retailers 7 7.0 7.0 46.0

Brand image 43 43.0 43.0 89.0

Advertisement 11 11.0 11.0 100.0

Total 100 100.0 100.0

Out of 100 respondents 39% were influenced by recommendation by friends and relatives,
7% were influenced by recommendation by retailers, 43% were influenced by Brand image
and 11% were influenced by Advertisements.

40 | P a g e
Table No. 5. 10:- Which was the most influential factor for choosing this mobile connection
* Gender Crosstabulation

Count

Gender

Male Female Total

Which was the most Recommendation by friends 31 8 39


influential factor for choosing and relatives
this mobile connection?
Recommendation by retailers 6 1 7

Brand image 31 12 43

Advertisement 9 2 11

Total 77 23 100

It is evident that 40.25% of Male and 34.78% of female respondents are influenced by
recommendation by friends and relatives, 7.79% of Male and 4.34% of female respondents
were influenced by recommendation by retailers 40.25% of Male and 21.00% of female
respondents were influenced by Brand image and 1.05% of Male and 8.69% of female
respondents were influenced by Advertisements.

41 | P a g e
Table No. 5. 11:- Which was the most influential factor for choosing this mobile connection * Age Crosstabulation

Count

Age

15-25 26-35 36-45 above 45 Total

Which was the most Recommendation by friends 33 3 3 0 39


influential factor for choosing and relatives
this mobile connection?
Recommendation by retailers 6 1 0 0 7

Brand image 41 2 0 0 43

Advertisement 9 1 0 1 11

Total 89 7 3 1 100

It is evident that 37.07% of the respondents falling in to the age 15 – 25 years were
influenced by recommendation by friends and relatives, 06.74% of the respondents falling in
to the age 15 – 25 years were influenced by recommendation by retailers, 46.06% of the
respondents falling in to the age 15 – 25 years were influenced by Brand image, 10.11% of
the respondents falling in to the age 15 – 25 years respondents were influenced by
Advertisements.

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Q6. While purchasing a connection advertising plays any role?

Table No. 5. 12:- While purchasing a connection advertising plays any role

Cumulative
Frequency Percent Valid Percent Percent

Valid yes 76 76.0 76.0 76.0

No 24 24.0 24.0 100.0

Total 100 100.0 100.0

Out of 100 respondents 78% agreed that advertisements play a role in making purchase
decision and 24% did not agree on that.

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Q7. From where do you watch advertisements the most?

Table No. 5. 13:- from where do you watch ads.

Cumulative
Frequency Percent Valid Percent Percent

Valid television 82 82.0 82.0 82.0

radio 2 2.0 2.0 84.0

newspaper 6 6.0 6.0 90.0

magazine 2 2.0 2.0 92.0

POP 8 8.0 8.0 100.0

Total 100 100.0 100.0

Out of 100 respondents 82% replied Television, 2% replied Radio, 6% replied Newspapers,
2% replied Magazines and 8% replied Point Of Purchase.

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Table No. 5. 14:- from where do you watch ads. * Gender Crosstabulation

Count

Gender

Male Female Total

From where do you watch television 61 21 82


advertisements the most?
radio 2 0 2

newspaper 5 1 6

magazine 2 0 2

POP 7 1 8

Total 77 23 100

It is evident that 79.22% of Male and 91.30% of Female respondents watch the
advertisement on Television, 02.59% of Male and 0% of Female watch the advertisement on
Radio, 06.49% of Male and 04.34% of Female watch the advertisement on Newspaper,
02.59% of Male 0% of Female watch the advertisement on Magazine, 9.09% of Male and
04.34% of Female watch the advertisement on POP,

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Table No. 5. 15:- from where do you watch ads. * Age Cross tabulation

Count

Age

15-25 26-35 36-45 above 45 Total

From where do you watch television 73 7 2 0 82


advertisements the most?
radio 2 0 0 0 2

newspaper 6 0 0 0 6

magazine 2 0 0 0 2

POP 6 0 1 1 8

Total 89 7 3 1 100

It is evident that 82.02% of the respondents falling in to the age 15 – 25 watch the
advertisement on Television, 02.24% of the respondents falling in to the age 15 – 25 years
watch the advertisement on Radio,, 06.74% of the respondents falling in to the age 15 – 25
years watch the advertisement on Newspaper, 02.24% of the respondents falling in to the age
15 – 25 years respondents watch the advertisement on Magazine, 06.74% of the respondents
falling in to the age 15 – 25 years respondents watch the advertisement on POP.

46 | P a g e
Q8. Which telecommunication company has good advertising?
Table No. 5. 16:- Which telecommunication company has good advertising.

Cumulative
Frequency Percent Valid Percent Percent

Valid Airtel 21 21.0 21.0 21.0

Vodafone 54 54.0 54.0 75.0

Reliance 5 5.0 5.0 80.0

Idea 20 20.0 20.0 100.0

Total 100 100.0 100.0

Out of 100 respondents 21 liked the advertisements of Airtel, 54 liked advertisements of


Vodafone, 5 liked the advertisements of Reliance, 20 liked the advertisements of Idea and
none of them liked the advertisements of Aircel.

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Q9. Do you think that advertisement made by company informs you about their
products?

Table No. 5. 17:- Do you think that advertisement made by company informs
you about their products

Cumulative
Frequency Percent Valid Percent Percent

Valid yes 75 75.0 75.0 75.0

no 10 10.0 10.0 85.0

Undecided 15 15.0 15.0 100.0

Total 100 100.0 100.0

Out of 100 respondents 75% were in favor of that advertisements provides information about
the products and said Yes, 10% were not in favor of that and said No and 15% were not able
to say any thing and said Undecided.

48 | P a g e
Table No. 5. 18:- Do you think that advertisement made by company informs you about their products? * Who is your
current Service provider? Crosstabulation

Count

Who is your current Service provider?

Airtel Vodafone Reliance Aircel idea others Total

Do you think that yes 30 22 3 3 10 7 75


advertisement made by
no 2 3 2 0 1 2 10
company informs you about
Undecided 5 4 2 2 1 1 15
their products?

Total 37 29 7 5 12 10 100

It is evident that 81.08% of the Airtel user believes that Ads of Airtel informs their products,
75.86 % of the Airtel user believes that Ads of Vodafone informs their products, 42.85 % of
the Reliance user believes that Ads of Reliance informs their products, 60.00 % of the Aircel
user believes that Ads of Aircel informs their products, 83.33% of the Idea user believes that
Ads of Idea informs their products, 70.00 % of the Aircel user believes that Ads of Aircel
informs their products,

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Q11. If you come to know about any new telecom product or service through media, do
you discuss the same with others?
Table No. 5. 19:- If you come to know about any new telecom product or service through media,
do you discuss the same with others

Cumulative
Frequency Percent Valid Percent Percent

Valid yes, sometimes i discuss with 58 58.0 58.0 58.0


others

yes, i always discuss with 30 30.0 30.0 88.0


others

no, i never discuss with other 7 7.0 7.0 95.0

cant say 5 5.0 5.0 100.0

Total 100 100.0 100.0

Out of 100 respondents, 58% says that if they come to know about any new telecom product through
media then they sometimes discuss with others, 30% says that if they come to know about any new
telecom product through media then they Always discuss with others, 7% says that if they come to
know about any new telecom product through media then they never discuss with others, 5% cant say

50 | P a g e
Q12. Can you recall any advertisement of telecom product or service?

Table No. 5. 20:- Can you recall any advertisement of telecom product or
service

Cumulative
Frequency Percent Valid Percent Percent

Valid yes 87 87.0 87.0 87.0

no 13 13.0 13.0 100.0

Total 100 100.0 100.0

Out of 100 respondents, there were 87% of the respondents who could recall any
advertisement of any telecom product or service, 13% of the respondents were unable recall
any advertisement of any telecom product or service.

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Q13. Was there any celebrity in that advertisement?

Table No. 5. 21:- Was there any celebrity in that advertisement

Cumulative
Frequency Percent Valid Percent Percent

Valid yes 48 48.0 48.0 48.0

no 52 52.0 52.0 100.0

Total 100 100.0 100.0

Only 52% respondents says that there were any celebrity in the advertisement and rest 48%
of the respondents replied that there were no celebrity in the advertisement.

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Q14. Based on advertisements made by company, would you like to go for more
connections for you or your family in future?

Table No. 5. 22:- Based on advertisements made by company, would you like
to go for more connections for you or your family in future

Cumulative
Frequency Percent Valid Percent Percent

Valid yes 51 51.0 51.0 51.0

no 15 15.0 15.0 66.0

cant say 34 34.0 34.0 100.0

Total 100 100.0 100.0

Based on advertisements made by company, 51% would like to go for more connections for
them or their family in future, 15% would not go for more connections for them or their
family in future, 34% of the respondents had no idea abut the question.

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Table No. 5. 23 :- Based on advertisements made by company, would you like to go for more connections for you or your
family in future? * Who is your current Service provider? Crosstabulation

Count

Who is your current Service provider?

Airtel Vodafone Reliance Aircel Idea others Total

Based on advertisements yes 17 17 3 3 8 3 51


made by company, would
no 6 1 1 1 3 3 15
you like to go for more
cant say 14 11 3 1 1 4 34
connections for you or your
family in future?

Total 37 29 7 5 12 10 100

It is evident that 45.94% of respondent of Airtel user said Yes, they will go for more
connections for them or their family based on advertisement made by company, 16.21% of
respondent of Airtel user said No, they will not go for more connections for them or their
family based on advertisement made by company, 37.83% of the Airtel user said Cant say.

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58.62% of respondent of Vodafone user said Yes, they will go for more connections for them
or their family based on advertisement made by company, 3.44% of respondent of Vodafone
user said No, they will not go for more connections for them or their family based on
advertisement made by company, 37.93% of the Vodafone user said Cant say.

42.85% of respondent of Reliance user said Yes, they will go for more connections for them
or their family based on advertisement made by company, 14.28% of respondent of Reliance
user said No, they will not go for more connections for them or their family based on
advertisement made by company, 42.85% of the Reliance user said Cant say.

60.00 % of respondent of Aircel user said Yes, they will go for more connections for them or
their family based on advertisement made by company, 20.00 % of respondent of Aircel user
said No, they will not go for more connections for them or their family based on
advertisement made by company, 20.00 % of the Aircel user said Cant say.

66.66% of respondent of Idea user said Yes, they will go for more connections for them or
their family based on advertisement made by company, 25.00% of respondent of Idea user
said No, they will not go for more connections for them or their family based on
advertisement made by company, 8.33% of the Idea user said Cant say.

30.00% of respondent of other user said Yes, they will go for more connections for them or
their family based on advertisement made by company, 30.00% of respondent of other user
said No, they will not go for more connections for them or their family based on
advertisement made by company, 40.00% of the other user said Cant say.

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Q10. You are going to purchase a mobile connection of certain features and same time
you find an advertisement of mobile connection of same features, what will you do?

Table No. 5. 24:- You are going to purchase a mobile connection of certain features and same
time you find an advertisement of mobile connection of same features, what will you do

Cumulative
Frequency Percent Valid Percent Percent

Valid i will certainly ignore 15 15.0 15.0 15.0

i can inquiry about the other 70 70.0 70.0 85.0


product in the market that
may be useful for me

cant say 15 15.0 15.0 100.0

Total 100 100.0 100.0

It is evident that if a customer is going to purchase a mobile connection of certain features


and same time he finds an advertisement of mobile connection of same features, 15% will
certainly ignore it, 70% of them will inquiry about the product in the market that may be
useful for them, 15% replied that they cant say.

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Major Hypothesis :-

H0: Media do not play effective role on purchasing of any telecom products and services.

H1: Media plays effective role on purchasing of any telecom products and services

Chi-Square Test
Table No. 5. 25:- Chi – square test

Observed N Expected N Residual

i will certainly ignore 15 33.3 -18.3

i can inquiry about the other 70 33.3 36.7


product in the market that
may be useful for me

cant say 15 33.3 -18.3

Total 100

Table No. 5. 26:-Chi – square Test Statistics

you are going to purchase a mobile connection of certain


features and same time you find an advertisement of a
mobile of same feature, what will you do?

Chi-Square 60.500a

df 2

Asymp. Sig. .000

a. 0 cells (.0%) have expected frequencies less than 5. The minimum


expected cell frequency is 33.3.

Chi-square (χ2) with two degrees of freedom (df = 2) = 60.500 a

P = 0.00

α = 0.05

P<α

H0 is rejected.

H1 is accepted.

Therefore, media plays effective role on purchasing of any telecom products and services

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CHAPTER- 6
FINDINGS

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• 76% of the people believe that advertisements play a role while making purchase
decision for new connection. So the companies should handle the advertising properly
and should try to deliver the information properly.
• In telecom industry the most important factor which affects the purchase decision of
the customers is advertisement. Suggestions of friends and relatives also plays major
role in this. So the companies should take care of the existing customers so that they
can be recommended to others.
• 82% of the people like to watch advertisements on television. And after television
people rated newspapers. So the companies should focus more on television ads and
newspaper ads.
• 54% of the people like Vodafone advertisements more than others. After that Airtel
and Idea comes. So the other companies should try to make advertisements which can
connect to the customers.
• 75% of the people believe that advertisements provide information about the products.
So the companies should try to deliver all the information about the plans and offers
through advertisements. Idea users believe that idea’s ads inform them more then any
other company do, and Airtel users to, Vodafone’s adverts are very effective.
Advertisements by telecom companies make their customer aware about their
products.
• It is observed that majority of the people say that if they come to know about any new
product or service, they discuss about it. 88% of them discuss. 58% sometimes
discuss and 30% always do the same.
• 87% people could recall an advertisement made by the telecom company. It proves
that advertisements are as effective to recall them.
• Majority of the people wants to buy the connections for family and friends on the
basis of advertisements. So advertisements should be given more focus and
importance by the telecom companies.
• Finally majority of respondents believe that advertisement are effective and make
them aware about the telecom products. Because 70% respondents agree that they will
ask about the product shown in ad in the market weather they have gone for a
particular product. It proves that advertisement has a good reach and they make them
aware, so the advertisements by telecom companies are effective.

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CHAPTER- 7
RECOMMENDATIONS

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• The Companies may focus more on Regional television ads & newspapers ads to increase
the effectiveness of the ads, because it is very costly to give the advertisement on a
national television compare to regional.

• Advertisements made by companies are effective but the companies should be more
focused about the feedback of the customers. Because telecom companies generally do
not go for feedback.

• The companies should also focus on the advertisements at point of purchase. Because the
customers frequently visit to the retailers shop or companies exclusive outlets.

• The companies may focus the rural areas by designing the ads with the local renowned
person like Mukhiya or Sirpunch of a particular village.

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CHAPTER- 8
CONCLUSION

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The Indian telecom companies are giving the advertisement in all possible channels.
Whether, it is broadcasting, print or celebrity advertising. But as far as the television and
advertisements on television is concerned it is always make an impact on consumer’s mind.
The reason behind this is watching an audio visual clip can be easily saved in the mind and
when it comes to buying a particular telecom product it is recalled by the mind and goes with
flow of that advertisement and the positive result comes out with buying a product of service.
Majority of the companies is having the effective advertisement ad campaign. The
advertisements of Vodafone (zozo, puppy) are most popular and then the Airtel’s
advertisement is also liked by the viewer and is very effective too. Idea’s Sir jee is also
recalled by many of the respondents. The very much popular advertisements of Vodafone
puppy (cheeka) is recalled by most of the people, even this advertisement is much and more
effective because it is broadcasted on almost every national television. This advertisement
made a great impact on the consumer just because it successfully touched the consumers’
heart. The appeal which is an emotional in nature made a great impact. These ads have shown
a puppy who always follows you which gives a psychological aspect. Just as puppy follows
you in the same way the network of Vodafone follows you. And as it is a puppy, in India the
dogs are the synonym of loyal, it seems that Vodafone is also very loyal to its customers. It is
seen over the past years how Vodafone has geared up its market share and revenue and
became 2ed biggest telecom giant in terms of revenue and 3ed biggest Indian telecom in term
of market share. .The companies inform the customers about their products by
advertisements. The majority of customer wants to remain with their current service provider
as it observed. The recommendation by the relatives and friends are the most influential
factor for buying a new connection, where the brand image also plays an important role.
Television is the most convenient place to watch a advertisement of any product or service.
But the point of purchase is also very important where every customer frequently go and
companies should be more focused on that. Majority of female almost all women watch the
advertisement on the television so for targeting the women television is the right place to
advert. Advertisement make a impact on a consumer mind when the customer is going to buy
a new product or service, while purchasing if he see any advert of the same product which he
is going to buy he certainly take a look of that which proves that effectiveness of the
advertisement is strong. And basis of the current advertisements, maximum of the customers
want to go for the next connections.

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In telecom industry the most important factor which affects the purchase decision of
the customers is advertisement. Suggestions of friends and relatives also plays major role in
this. So the companies should take care of the existing customers so that they can be
recommended to others. Research unveiled that people wants to buy the connections for
family and friends on the basis of advertisements. So advertisements should be given more
focus and importance by the telecom companies. It is observed that advertisements are
effective and make them aware about the telecom products. Because people are asking about
the product shown in ad in the market weather they have gone for a particular product. It
proves that advertisement has a good reach and they make them aware, so the advertisements
by telecom companies are effective.
Advertisements also help the telecom companies to get a competitive advantage. The
companies are giving the advertisements focusing on the different issues. Like Aircel has
focused on save the tiger campaign with NDTV, idea has its campaign save the paper. These
companies have also shown there interest for social cause. But ultimately they get publicity.
now if we talk about the Aircel’s Save the tiger campaign, this campaign has been started
when they were very new to the market at that time the awareness about the Aircel was very
less, so they positioned themselves as a social aware company. And Idea has all the best
campaign whether it is sir jee ads or recently launches Get idea ads, they all are popular.
In the future, 3G has already launched by the some companies and some are going to
launch. Now this wills a challenging task for all companies to spread the awareness of the 3G
product. Because 3G is a technology and a country like India where the maximum of the
population lives in villages and are somewhat literate, making them aware about this would
not be very easy. BSNL and MTNL have already launched the services in maximum parts of
the India. The pricing strategy which they are using is to provide the services at a very low
price. Now for the private companies like Airtel, Vodafone, idea, reliance, Aircel etc have a
biggest challenge to cut down the cost and have to provide the services at very low price .The
call rates and the tariff plan should be shown in advertisement so that the people het aware of
it. So the future of advertising is going to interesting to watch, how Indian telecom companies
will do their ad campaign for 3G services.

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REFERENCES CITED

Anita Seth (2007) “quality of service parameters in cellular mobile communication”,


International Journal of Mobile Communications, Volume 5 Issue, 1, January 2007

Bafna Sanjay, “Idea’s abhishek bachchan ad campaign wins award.” 1st May 2009.

Communications in India. http://en.wikipedia.org/wiki/Communications_in_India.

Ganguly Shirshendu (2008) “drivers of customer satisfaction in Indian cellular services


market.” Management Research, Vol. 22, Nos.6,pp 22-39.

Indian telecom sector, “TRAI press release” , 31st March 2010

Kalavani (2006),” a study of buying and usage behavior”,


http://www.scribd.com/doc/31759543/a-study-of-buying-and-usage-behavior-of-mobile-
service-providers

Kalpana and chinnadurai (2006), “promotional strategies of cellular services: a customer


perspective”, Indian Journal of Marketing, May 2006

Lad Mukta, “Reliance mobile's latest TVC urges consumers to act on impulses”, on Jun 8,
2009 filed under Advertising

Ojha Shikha (2009) “consumer awareness of vas of telecom sector of India”. The IUP
Journal of Infrastructure, March, 2009.

Power J d (2009)“customers increasingly want telecom services and products to be


bundled”, Brunswick Business Journal, 22 February2010

Recent Trends Of Television Industry “In India Essays and Term Papers”,
http://www.oppapers.com/subjects/recent-trends-of-television-industry-in-india-page1.htm

Rick,” telecom's search for the ultimate customer loyalty platform”, Journal of Consumer
Marketing, Vol. 25 Iss: 5, pp.314 - 318

Samuvel, “customer satisfaction for cellular services, a study with a reference to bpl and
aircel mobile phones and services”. www.tnuniv.ac.in/reports/commerce.doc

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Seth et al (2008), “managing the customer perceived service quality for cellular mobile
telephone: an empirical investigation”. International Journal of Services Technology
& Management, 7(4), 347-368.

Thompson Rocking J. Walter “Advertising” 21 February 2005, Business World

Trends in Indian Telecom, http://sifybroadband.techwhack.com/145-advertising-trends-in-


indian-telecom

Taneja Girish & kaushik neeraj (2007) “Customer’s perception towards mobile service
providers: an analytical study”, The IUP Journal of Services Marketing, September, 2007

Uttara Manohar, “Different Types of Advertising”,


http://www.buzzle.com/articles/different-types-of-advertising.html

Vodafone Essar's Advertising Strategy – “The 'Zoozoos' Campaign”. ICBR research


publication, June 2009

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Appendix
Questionnaire

Name _________________________________________

1. Gender:
(a) Male (b) Female

2. Age:
(a) 15-25 (b) 26-35 (c) 36-45 (d) Above 45

3. Who is your current service provider?


(a) Airtel (b) Vodafone (c) Reliance (d) Aircel (e) Idea (f) Other

4. For how long you are using this mobile connection?


(a) Less than 6 months. (b) 6 to 12 months. (c) Above 12 months.

5. What were the reasons for choosing this mobile connection?


(a) Recommended by friends or relatives.
(b) Recommended by retailers.
(c) Brand image
(d) Advertisement

6. While purchasing a connection advertising plays any role?


(a) Yes (b) No

7. From where do you watch advertisements the most?


(a) Television (b) Radio (c) Newspaper (d) Magazines (e) POP (f) Other

8. Which telecommunication company has good advertising?


(a) Airtel (b) Vodafone (c) Reliance (d) Aircel (e) Idea (f) other

9. Do you think that advertisement made by company informs you about their products?
(a) Yes (b) No (c) Can’t Say.

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10. You are going to purchase a mobile connection of certain features and same time you
find an advertisement of mobile of same features, what will you do?

(a) I will certainly ignore.


(b) I can inquiry about that product in market that may be useful for me.
(c) Can’t say

11. If you come to know about any new telecom product or service through media, do you
discuss the same with others?
(a) Yes, sometimes I discuss with others
(b) Yes, I always discuss with others
(c) No, I never discuss with others
(d) Can’t say

12. Can you recall any advertisement of telecom product or service?


(a) Yes (b) No

13. Which company’s advertisement was that?


Ans. …

14. Was there any celebrity in that advertisement?


(a)Yes (b) No

15. Based on advertisements made by company, would you like to go for more
connections for you or your family in future?
(a) Yes. (b) No. (c) Can’t Say

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Format - 3

AMITY BUSINESS SCHOOL


Dissertation
FORMAT FOR OUTLINE OF PROPOSED RESEARCH WORK

Name of the Student: Vikas Dubey Father’s Name : Mr. Brajesh Kumar Dubey

Programme: MBA (M&S) AUUP Enrollment No. : A0102209092

Contact No. 09654488767 E-Mail id: vikas.dubey@hotmail.com

1. Title of the Research: A study on brand awareness, reach and effectiveness of promotional
campaign of telecom player in India.

2. Rational of proposed investigation: The study will help all the telecom players to
understand the effectiveness of promotional campaign in their sector for making the
strategies by knowing that how many customers are able to get their message and how
much they are aware of. And it will also help the society to understand the particular brand.

3. Review of work already done on the subject


Indian telecommunications today benefits from among the most enlightened regulation in
the region, and arguably in the world. The sector, sometimes considered the “poster-boy for
economic reforms,” has been among the chief beneficiaries of the post-1991 liberalization.
The mobile sector has grown from around 10 million subscribers in 2002 to reach 350 million
by early 2009 registering an average growth of over 90%. The two major reasons that have
fuelled this growth are low tariffs coupled with falling handset prices.

Seth et al (2008), in their study titled “Managing the Customer Perceived Service Quality for
Cellular Mobile Telephone: an Empirical Investigation” analyzed that there is relative
importance of service quality attributes and showed that responsiveness is the most
importance dimension followed by reliability, customer perceived network quality,
assurance, convenience, empathy and tangibles. This would enable the service providers to
focus their resources in the areas of importance. The research resulted in the development
of a reliable and valid instrument for assessing customer perceived service quality for
cellular mobile services.

Kalpana and Chinnadurai (2006) in their study titled “Promotional Strategies of Cellular
Services: A Customer Perspective” analyzed that the increasing competition and changing
taste and preferences of the customer’s all over the world are forcing companies to change
their targeting strategies. The study revealed the customer attitude and their satisfaction
towards the cellular services in Coimbatore city.

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Samuvel, “customer satisfaction for cellular services, a study with a reference to BPL and
Aircel mobile phones and services”, a published M.Phil. dissertation, submitted to
Bharathiar university, Coimbatore, December 2002

Rick (2008): in his study found that companies with sound customer strategies can use that
ultimate loyalty program as a differentiator in an increasingly muddled market. In an
increasingly competitive market, customer loyalty efforts can play a major part in the
attraction of new customers and the retention of current ones. As consumers' choices
expand, the importance of a sound customer relationship strategy becomes more and more
important for the success of the company.

Shikha Ojha (2009) conducted a study on “Consumer Awareness of VAS of Telecom Sector
of India”. She analyzed the contribution of the mobile phone services not only at the
national or state level, but also its involvement in an individual's life. She found out that the
less number of users are aware of all the VAS provided by the service providers and thus the
companies should focus on the awareness campaign.

J D Power(2009) conducted a study on “Customers increasingly want telecom services and


products to be bundled” based on responses collected from 11,911 customers nationwide
and examined the overall customer satisfaction on six factors – customer service, reliability,
billing, image, cost of service, offers & promotions.

Girish Taneja & Neeraj Kaushik (2007) conducted a study on “Customers perception towards
Mobile service providers: An analytical study” aims to deduce the factors that customers
perceive to be the most important while utilizing the services of a mobile service provider.

Anita Seth (2007) in his study on “Quality of service parameters in cellular mobile
communication” developed a model of service quality and a set of dimensions for
comparative evaluation which could provide useful directions to regulators and service
providers.

4. Objective(s)
• To know the impact of various media on different age group people.
• To study the impact and effect of various media in communicating telecom
products and services.
• To know that which kind of media is more effective among customer to
communicate telecom products and services.
• To study the impact of media on buying behavior of telecom customer
• To study the impact of celebrity in ads of telecom products and services

5. Major Hypothesis (s)


H0: Media do not play effective role in purchasing telecom products and services.

H1: Media plays effective role in purchasing telecom products and services.

6. Materials and Methods


A research design is the arrangement of conditions for collection and analysis of data in a
manner that aims to combine relevance to the research purpose with economy in
procedure. In this research, I will use DESRIPTIVE RESEARCH DESIGN.
SAMPLE DESIGN
Geographical area:- Noida.

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Sample size:- I will take 100 as a sample size.
Sample technique:- As far as the sample technique is concerned I will follow
Random sampling method.

DATA SOURCE:-
• Primary data
• Secondary data
Primary data:-It is the first hand information collected directly from customer. The primary
data are those, which are collected fresh and for the first time. Techniques which I will use
for collecting primary data are following.
Survey method
a) Questionnaire
b) Interview method
Secondary Data: - Sources of secondary data will be collected through
• Internet
• Journals
• Newspaper
• Database available in the library, catalogues and presentations
The data collected from respondents will be processed in following manner.
• Tabulation
• Graphical presentation
• Interpretation
TYPES OF QUESTIONS:
DICHOTOMOUS:
This type of questions have only two type of answer, yes or no. true or false etc.
MULTIPLE CHOICE QUESTIONS:
In the case of multiple choice question the respondents is offered two or more
choices. The researcher exhausts all the possible choices and the respondent has
to indicate which one is applicable in this case.

7. Tentative Chapter wise details of proposed research


Introduction
Literature review
Problem statement
Research methodology
Result and discussions
Suggestions and recommendations
Conclusion

8. References Cited
i. Schiller Jochen “Mobile Communication” Second Edition 2006 TMH, India
ii. Taher Nasreen “Indian Telecom Industry- Trends & Cases” ISBN:81-7881-
421-8, ICFAI University Press
iii. Sisodia Amit & Rao Janardhan “Global Telecommunication – Issues &
Perspectives” ISBN : 978-81-314-1709-6 ,Mar 2009
iv. Alagiri Dhanpat “Telecommunication in India – Emerging Scenario” ISBN: 81-
314-1171-5, ICFAI University Press

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v. Mukherjee Arindham “Mobile Service providers – Perspective & Practises”
ISBN: 978-81-314-2126-0264, ICFAI University Press
vi. Chalam G.V “Quality of Services in Telecom Sector: Users’ Perception- An
Assessment”, ICFAI University Journal of Managerial Economics, 2005

 MAGAZINE & JOURNAL:


i. Singh Yashvendra “Business India” Telecom Sector-Survey May 2009
pg:109-111

Signature of the candidate with date

Outline Approved

Name and signature of supervisor with date

Comments by reviewer

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