Evaluate The Perception of Brand Image and Sales Promotion Title

Evaluate the Perception of Brand Image and Sales Promotion
TITLE
To Evaluate the Effectiveness of Brand Image and Sales Promotion of TATA Indicom
in Belgaum City
RESEARCH OBECTI!ES
To study the Telecom Industry
To measure retailers response towards TATA Indicom
To now the Brand Positioning of TATA Indicom in the minds of retailers
To find out the important factor that retailers attach for a cell service
To now the type of sales promotion that retailers most prefer
SA"PLI#$ TECH#I%&ES
Population! "etailers situated in Belgaum City
Sample Si#e! $%% "etailers
Sample Area! Belgaum City
Sampling &ethod! Convenience Sampling
%&ESTIO##AIRE
BABASAB PATIL Page $
As part of course curriculum' I have taen up a study on To Evaluate the
Effectiveness of Brand Image and Sales Promotion of TATA Indicom in Belgaum City(
I would )e grateful' if you indly co*operate with me and fill this +uestionnaire(
,ame of the -utlet ! ..................................................
,ame of "etailers ! ..................................................
Address ! ..................................................
Phone ,um)er ! ..................................................
$( /hat ind of )usiness0outlet do you own1
Teleshop &ulti )rand outlet
E2clusive outlet Su) dealers
3( Since how long you have )een in this )usiness1
4ess than $ year $ 5ear to 3 5ears
3 5ears to 6 5ears &ore than 6 years
6( /hat )rands do you stoc and sell1
7odafone Airtel Spice
TATA Indicom BS,4 "eliance
8( /hat comes to your mind' when you hear the word TATA Indicom
9actor Tic : ; <
Brand Image
Availa)ility
Coverage
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7alue Addition Service
=( 5our satisfaction level with the different cell service providers(((
Company >ighly
Satisfied
Satisfied ,eutral ?issatisfied >ighly
?issatisfied
7odafone
Airtel
Spice
"eliance
TATA Indicom
BS,4
@( /hat ind of )enefits do you receive from the company )y the way of Sales
Promotion
?iscounts Schemes
Coupons -ffers
Any -ther Specify.............................
A( /hat additional sales promotional inputs do you feel the company should
provide1
Bift Item Tour -ffers
Sla) offers Certificate from Company
Any -ther Specify.............................
C( According to you which is the )est advertising media for cell service provider1
T7 Ads ,ewspapers
/all Painting Poster and Banners
>oardings Any -ther Specify .................
D( "an the factors that you feel are important for cell service
'actors High "edium Lo(
,etwor
Availa)ility
Brand ,ame
Price
Coverage
$%( Please feel free to suggest to the company
....................................................................
....................................................................
....................................................................
...
T>A,E 5-F 9-" 5-F" C-*-PE"ATI-,
BABASAB PATIL Page =
I#)E*
SI #o( PARTIC&LAR Page #o
$ E2ecutive Summary $*@
3 Company Profile A*C
6 Introduction To TATA Broup D*$%
8 TATA Teleservices :TTS4< $$*$3
= Telecom Industry in India $6*$8
@ &aret Status $=*$A
A Introduction To Topic $C*3$
C "esearch &ethodology 33*38
D ?ata Collection 3=*3@
$% Analysis 3A*=@
$$ 9indings =A*=C
$3 Suggestions =D
$6 Conclusion @%
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I#)E*
SI #o( PARTIC&LAR Page #o
$ E2ecutive Summary $*@
3 Company Profile A*C
6 Introduction To TATA Broup D*$%
8 TATA Teleservices :TTS4< $$*$3
= Telecom Industry in India $6*$8
@ &aret Status $=*$A
A Introduction To Topic $C*3$
C "esearch &ethodology 33*38
D ?ata Collection 3=*3@
$% Analysis 3A*=@
$$ 9indings =A*=C
$3 Suggestions =D
$6 Conclusion @%
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E*EC&TI!E S&""AR+
In todayGs competitive environment most of the organi#ations are aiming at )uilding
powerful Brand apart from providing the products at a competitive price' value added
services and with )est of the +uality to their customer( They are using promotional inputs
as a tool to create awareness' to inform and attract targeted customer with an o)Hective to
ma2imi#e the sales of products and services(
"etailers and distri)utors play ey role in )uilding powerful )rand and achieving
promotional o)Hectives )y forming an important lin )etween service provider and
ultimate customer( Fntil and unless an organi#ation reviews its image in maret and the
effectiveness of sales promotional inputs )y focusing on each retailer and customers view
carefully at regular time intervals it )ecomes difficult to design ways to go ahead in more
strategic manner )y )eating its counterparts(
The proHect assigned me was ,To Evaluate the Perception of Brand Image and Sales
Promotion among Retailers of TATA I#)ICO" in Belgaum Cit-./
This proHect taen up is a part of academic assignment to find out the )rand positioning of
TATA I,?IC-& in the minds of retailers' to assess the sales promotional effectiveness
and finally to come with proposal to enhance )rand image and effectiveness of promotion
inputs in Belgaum City(
OBECTI!ES O' THE RESEARCH
BABASAB PATIL Page D
To now the Brand Positioning of TATA Indicom in the minds of "etailers
To now the type of sales promotion that retailers most prefer(
)ATA COLLECTIO# APPROACH
The information necessary for this research study is collected )y tapping primary and
secondary sources( The sources are as follows!
Primar- Sources0
a< Iuestionnaire
)< Personal interaction
c< -)servation
Secondar- Sources0
a< "elated Information from Internet :/e)sites<
)< 7arious Te2t Boos
c< Journals and &aga#ines
SELECTIO# O' SA"PLE
Population! "etail Shops situated in Belgaum city(
Sampling 9rame! Shops(
Sampling Fnit! "etailers(
Sampling Si#e! $%%(
Sampling &ethod! Convenient Sampling

H+POTHESES
>%! &ore or e+ual to =%K of the retailers are Satisfied with TATA Indicom
>$! 4ess than =%K of the retailers are Satisfied with TATA Indicom
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>%! &ore or e+ual to @%K of the retailers consider the Price as an important factor
>$! 4ess than @%K of the retailers consider the Price as an important factor
'I#)I#$S
&ost outlets are &ulti )randed
8$K of the retailers are in )usiness for more than $ year which shows that there is
a growth in the maret(
A)out D%K of "etailers stoc and sell 7odafone' Airtel and TATA Indicom
/hen the retailers here the word TATA Indicom they recall the 4ogo of TATA
Indicom(
A)out @%K "etailers are SATIS9IE? with the services and offers provided )y the
TATA Indicom
"etailers receive different inds of discounts from the company(
"etailers prefer Tour -ffers from the company(
"etailers feel that advertising in T7 will )e very advantages to TATA Indicom(
@CK of the retailers give price as the maHor priority with respect to cell services
S&$$ESTIO#S
TATA Indicom should improve the service' specially the activation L networ so
that the retailers can push the products easily in the maret(
There is a huge potential to convert the neutral retailers to satisfied retailers )y
catering to their specific needs(
An effective promotional strategy has to )e designed focusing more on >oarding
and Banners to o)tain the desired results( >oarding has only a few seconds to
mae the product noticea)le( >ence very few words are to )e used on a )ill)oard
or hoarding(
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TATA Indicom should advertise in those newspapers and maga#ines which has
got more circulation(
/ith modern technology digital )ill)oards and tri*faced )ill)oards are moving the
maret( ?igital )ill)oards allow long messages to run continuously across the
screen( They also have advantage of attracting )etter attention(
The company should provide special offers to retailers to increases the sales(
?uring the survey it is found that only 8=K of the retailers recall the 4ogo of
TATA Indicom which is less than =%K so the company has to focus more on
Brand Building Activities(
The company should highlight the additional and competitive features which are
not provided )y other )rands through strong media communication(
The company should advertise on Internet(
LI"ITATIO#
The study is limited to Belgaum city only
The responses given )y the retailers cannot )e considered as totally perfect
)ecause of various personal and other limitations(
As retailerGs views and e2perience include more of psychological aspects' the
survey made during a particular time period will give information a)out the
retailers during that particular time period(
CO#CL&SIO#
To conclude' it is very less time to study a)out )rand image and sales promotional
strategies apart for this we need to focus on each retailers view carefully in regular time
BABASAB PATIL Page $3
intervals so that the )est possi)le is presented here' still there is a lot of scope for
developing on this su)Hect' as e2cellence is not limited always(
Tata Teleservice is one of the leading player in the telecommunication sector( TATA
Indicom has to focus more on proper advertising strategies through which it can reach its
future customers' while @%K of the retailers are very much satisfied )y the services
provided( Although there is a need to )uild more confidence in its retailers( This will )e
possi)le only through effective communication(
Thus' the company should tae necessary steps to satisfy the retailers )y providing them
with the necessary facilities re+uired to promote )rand as a whole(
I#TRO)&CTIO# TO TATA $RO&P
The TATA Broup comprises D@ operating companies in seven )usiness sectors!
information systems and communicationsM engineeringM materialsM servicesM energyM
consumer productsM and chemicals( JamsetHi Tata founded the Broup in the mid $D
th
century, a period when India had just set out on the road to gaining independence from
British rule. Consequently, Jamsetji Tata and those who followed him aligned business
opportunities with the objective of nation building this approach remains enshrined in the
roup!s ethos to this day.
The TATA Broup is one of IndiaNs largest and most respected )usiness
conglomerates' with revenues in 3%%=*%@ of O3$(D )illion :"s D@A'33D million<' the
e+uivalent of a)out 3(C per cent of the countryNs B?P' and a maret capitali#ation of
O=$(6 )illion( TATA companies together employ some 3' 8@'%%% people( The BroupNs 3C
pu)licly listed enterprises among them stand out names such as TATA Steel' TATA
Consultancy Services' TATA &otors and TATA Tea P have a com)ined maret
capitali#ation that is the highest among Indian )usiness houses in the private sector' and a
shareholder )ase of over 3 million( The TATA Broup has operations in more than =8
countries across si2 continents' and its companies e2port products and services to $3%
nations(
The TATA family of companies shares a set of five core values! Integrity'
Fnderstanding' E2cellence' Fnity and "esponsi)ility( These values' which have )een part
of the BroupNs )eliefs and convictions from its earliest days' continue to guide and drive
the )usiness decisions of TATA companies( The Broup and its enterprises have )een
steadfast and distinctive in their adherence to )usiness ethics and their commitment to
corporate social responsi)ility( This is a legacy that has earned the Broup the trust of
many millions of staeholders in a measure few )usiness houses anywhere in the world
can match(
BABASAB PATIL Page $=
'I!E CORE !AL&ES O' TATA $RO&P0
The TATA Broup has always sought to )e a value*driven organi#ation( These
values continue to direct the BroupNs growth and )usinesses( The five core TATA values
underpinning the way we do )usiness are!
INTEGRITY: "e must conduct our business fairly, with honesty and transparency.
#verything we do must stand the test of public scrutiny.
&#)ERSTA#)I#$0 "e must be caring, show respect, compassion and humanity for our
colleagues and customers around the world, and always wor$ for the benefit of the
communities we serve.
E*CELLE#CE0 "e must constantly strive to achieve the highest possible standards in
our day%to%day wor$ and in the quality of the goods and services we provide.
&#IT+0 "e must wor$ cohesively with our colleagues across the roup and with our
customers and partners around the world, building strong relationships based on tolerance,
understanding and mutual cooperation.
RESPO#SIBILIT+0 "e must continue to be responsible, sensitive to the countries,
communities and environments in which we wor$, always ensuring that what comes from the
people goes bac$ to the people many times over.
TATA TELESER!ICES 1TTSL2
TATA Teleservices is part of the O3$(D )illion :"s D@A'33D million< Tata Broup
that has over D% companies in distinct sectors lie steel' chemical' software' etc( over
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33%'%%% employees are woring in this Broup and more than 3(C million shareholders(
Tata Teleservices spearheads the BroupGs presence in the telecom sector( Tata
Teleservice was incorporated in $DD@M It was the first to launch C?&A mo)ile services in
India with the Andhra Pradesh circle(
/ith the ac+uisition of >ughes Tele(com :India<' now Tata Teleservices :&aharashtra<' in
?ecem)er 3%%3' the company swung into e2pansion mode( TTS4 currently offers services under the
)rand name NTata IndicomN in 3% circles in India! Andhra Pradesh' Chennai' BuHarat' Earnataa' ?elhi'
&aharashtra' &um)ai' Tamil ,adu' -rissa' Bihar' "aHasthan' PunHa)' >aryana' >imachal Pradesh'
Fttar Pradesh :East<' Fttar Pradesh :/est<' Eerala' Eolata' &adhya Pradesh and /est Bengal(
The company' which heralded convergence technologies in the Indian telecom
sector' is today the second maret leader in the fi2ed wireless telephony maret with a
total customer )ase of over more than 6(C million( Tata TeleservicesG )ou+uet of
telephony services includes &o)ile services' /ireless ?estop Phones' Pu)lic Booth
Telephony
Tata Teleservices has a strong worforce of @%%%( In addition' TTS4 has created
more than 3%'%%% Ho)s' which will include $%'%%% indirect Ho)s through outsourcing of its
manpower needs(
Today' Tata Teleservices 4imited along with its su)sidiary Tata Teleservices
:&aharashtra< 4imited serves over $6 million customers in over 6$%% towns( /ith an
am)itious rollout plan )oth within e2isting circles and across new circles
BABASAB PATIL Page $A
TELECO" I#)&STR+ I# I#)IA
+EAR E!E#TS
$C=$ 9irst Telephones in India
$D86 ,ationali#ation of Telephone companies
$DC= ?ot was created
BABASAB PATIL Page $C
$DC@ Creation of &T,4 L7S,4
$DD$ Telecom e+uipped li)erali#ed
$DD8 4icenses for paging
Telecom policy announced
Buidelines for private sector participation in )asic services
Cellular licenses issued for metros
Tenders for 3
nd
operator in )asic services apart form ?ot on
circle )asis
$DD= 7S,4 launches internet services
$DD@ T"AI formed
$DDC Internet policy announced
$DDD ,ew telecom policy announced
In $DDD' the Bovernment of India authored a very forward looing ,ational
Telecom Policy $DDD :,TP*$DDD<' which acnowledged that access to
telecommunications is of utmost importance for the achievement of the countryGs social
and economic goals( Availa)ility of afforda)le and effective communication for the
citi#ens was the core vision and goal of this telecom policy( Since the announcement of
the Policy' the Bovernment has undertaen various concrete steps to achieve the policy
o)Hectives(
BABASAB PATIL Page $D
The migration from a fi2ed to a revenue share license regime provided the desired
relief to the private operators * earlier )urdened )y huge de)ts that they had to service
owing to their license fee commitments( This was the starting point of the cellular
revolution )eing witnessed in the country today' wherein almost 3 million lines are
getting added to the networ every month(
-ne of the fastest growing sectors in the country' telecommunications
has )een #ooming up the growth curve at a feverish pace in the past few
years( Indian telecommunication firms added @(6 million new su)scri)ers in
9e)ruary 3%%A' taing the total user )ase a)ove 3%6 million( India has the
si2th largest ,etwor in the world( Telecommunication has helped in
developing India a leading ,ation in the world(
BABASAB PATIL Page 3%
OPPORT&#TIES I# THE I#)IA# TELECO""&#ICATIO#
"AR3ET
?espite its si#e' India has amongst the worldNs least developed
telecommunications services( The country has suffered from decades of economic
protectionism and nationali#ed industry(
Till a few years )ac Indians had to wait for several years to get even a )asic
telephone line( 9igure $ shows that the telecom infrastructure in India continues to )e a
long way )ehind other developing nations(
This trend is a)out to change( As mentioned earlier li)erali#ation of the telecom
maret in India is gathering speed' driven )y the impressive growth in the software
industry( According to ,ASSC-& :,ational Association of Software and Services
Companies<' the growth rate over the period $DD= *3%%% has )een close to =% K( The
Indian government sees the IT industry as IndiaNs lins to the wider world( Although this
maret continues to )e dominated )y state run companies * Bharat Sanchar ,igam 4td
:BS,4< and &ahanagar Telephone ,igam 4td(' private companies lie Bharti
Enterprises' the "eliance Broup' and Tata Tele services' BP4' Birla' AT L T and >ughes
L Tele' are entering this maret( Some of these private companies recently decided to
merge maing a strong mar(
/ith further maret li)erali#ation' opening up of the international telephony
maret and increase in competition' the pace of development is going to intensify more(
Perhaps the )est indicator of the potential for growth is a comparison with the other
BABASAB PATIL Page 3$
Asian giant china( The dramatic difference in the side other two * telecom marets
created )y ChinaNs early li)erali#ation and pro * maret reforms as shown in figure 3 is
much greater compared to the 3% * 3=K difference in their populations(
CELL&LAR I#)&STR+ I# I#)IA
The Bovernment of India recogni#es that the provision of a world*class
telecommunications infrastructure and information is the ey to rapid economic and
social development of the country( It is critical not only for the development of the
Information Technology Industry' )ut also has wide spread ramifications on the entire
economy of the country( It is also anticipated that going forward' a maHor part of the B?P
of the country would )e contri)uted )y this sector( Accordingly' it is of vital importance
to the country that there )e a comprehensive and forward looing telecommunications
policy which creates an ena)ling framewor for development of this industry(
#e( Telecom Polic- 4555
Telecommunication is now universally recogni#ed as one of the prime movers of the
modern economyM hence itGs vital importance for developing country lie India( The
availa)ility of ade+uate infrastructure facilities is critical for acceleration of the economic
development of any country(
According' the government of India has accorded the highest priority to investment and
development of telecommunications sector( Telecom re+uires a huge investment and it
was not possi)le for the Indian government to organi#e pu)lic funding of this sector on
such a massive scale( In fact the national telecom policy $DD8' estimated a resource gap
of "s 36%%% crores to meet the telecom targets of the C
th
five year plan of the government
of India :$DD3*$DDA<( Cellular mo)ile services were one of the first areas to )e opened up
to private competition(
The whole country was divided into 8 metropolitan cities of and $D telecom circles'
which were roughly analogous with the states of India( Cellular 4icenses were awarded to
the private sector first in the metropolitan cities of ?elhi' &um)ai' Calcutta and Chennai
in $DD8 and then in the $D telecom circles in $DD=(
The cellular companies come with the lower tariffs and increased coverageM there was
also a consultant increase in the num)er of cellular su)scri)ers from $(3 million
su)scri)ers in April $DDD to almost 3 million )y April 3%%%' the num)er of cellular
su)scri)es have now grown to almost @(= million )y the end of &arch 3%%3(
The year 3%%$ saw the entry of BS,4 and &T,4 as the 6
rd
cellular operators' in the
same year cellular licenses were awarded to the 8
th
cellular operations in different
telecom circles( As of march 3%%3' the Indian cellular mo)ile industry had 83 networ s
on air' serving over $8%% towns and cities covering thousands of villages and servicing
almost @(= million su)scri)ers across the country(
The cellular industry has )een growing at a rapid rate and it is )een predicted that the
industry will )e a)le to sustain this growth in the coming year(
CO"PA#+ PRO'ILE
,ame of the Concern! BA"A9/A4A L C-&PA,5
Address! BARA'6ALA 7 CO"PA#+
Q448 High Street Camp
Belgaum9:5; ;;4

Type of Concern! Authori<ed )ealer of TATA Indicom
,ature of the Industry! Telecom Industr-
9actory! Q =>5?@8 "ahatma Phule Road
Shahapur8 Belgaum

?epartments! "IS8 Sales8 Complaint Handling.
-)Hective! To Ae the "arBet Leader and Spread
the products in entire Belgaum Cit-.
Competitors! Reliance
BS#L
Airtel
!odafone
Spice

&ain &anagement -f the Co! "r. ACIC .I. BARA'6ALA 1O(ner2
"r. Asif #. Tode(ale 1"IS EDecutive2
Baners! Standard Chartered BanB.
PunEaA #ational BanB.
Importance! Authori<ed )ealer helps customers to get
Aest Service for their Products
BABASAB PATIL Page 3=
Phone ,um)er! ;F>49=@>G5H@
9a2! 549F>49@>G5H@
BRA#) I"A$E
Building and maintaining )rand e+uity is an important area of ongoing )rand mareting(
If )rand awareness and )rand recall are not ept fresh and strong' a lot of time and
e2pense will )e wasted(
BABASAB PATIL Page 3@
Brand e+uity is the accumulated value of the )rand image or identity in the consumerGs
mind( The )rand e+uity can )e estimated )y calculating the sales of a compara)le )rand
with the same features and )enefits and su)tracting those from your )randGs sales( The
difference then' is the true value of your )rand e+uity(
There is an intangi)le value to )rand e+uity and some suggest it canGt )e converted into a
dollar value( The whole point of )rand mareting is that everything does actually convert
to a dollar value( In reality' that type of intangi)le is )randing that perhaps missed the
mar( Intangi)les such as goodwill do have some sales*oriented value that might )e
harvested at some point(
Pu)lic relations are often considered an intangi)le yet it does help a )usiness solve some
)rand communications needs and strengthen the )randGs value and hence contri)ute
ultimately to sales(
A )rand is unliely to have one )rand image' )ut several' though one or many may
predominate( The ey in )rand image research is to identify or develop the most powerful
images and reinforce them through su)se+uent )rand communications(
The term )rand image gained popularity as evidence )egan to grow that the feelings
and images associated with a )rand were powerful purchase influencers' through )rand
recognition' recall and )rand identity( It is )ased on the proposition that consumers )uy
not only a product :commodity0goods<' )ut also the image associations of the product'
such as power' wealth' style and most importantly identification and association with
other users of the )rand( In a consumer led world' people tend to define themselves and
their Jungian Personality )y their possessions( The ego and superego control to a large
e2tent the image and personality that people would lie others to have of them(
BABASAB PATIL Page 3A
Bood )rand image are instantly reminding' are positive and are almost always uni+ue
among competitive )rands( It can )e reinforced )y )rand communications such as
pacaging' advertising' sales promotion' customer service' word of mouth' and other
aspects of the )rand e2perience(
Brand Images are usually evoed )y asing consumers the first words0images that come
to their mind when a certain )rand is mentioned :sometimes called top of mind<( /hen
responses are highly varia)le' non*forthcoming' or refer to non*image attri)utes such as
cost' it is an indicator of a wea )rand image(
BRA#) ATTRIB&TES
Attri)utes are simply properties of a given product' )rand' service' advertisement or any
o)Hect of interest( &any )rand and maret research is targeted at understanding the most
significant and powerful attri)utes of a product0service0)rand( It can have many attri)utes
including cost' value for money' prestige' taste' usa)ility' liing and a wide range of
image or personality attri)utes(
Fsually a client wishes to measure their product or )rand as perceived )y target marets
along several attri)utes they see important to the )rand( If they are in a competitive
maret' they also sometimes need to now how they rate against competing offerings(
A ey mistae in attri)ute*)ased research is for the most salient attri)utes to )e missed or
the attri)ute definitions to )e posed in such a way as they are not clear to the consumer
BABASAB PATIL Page 3C
su)Hect pool( It often occurs when )rand is a product rather than consumer driven( It is
often important therefore for research aimed at uncovering the silent attri)utes of the
product according to the consumer(
In )rand' where attri)utes are often related to )rand personality' )rand image and )rand
identification related varia)les these can often )y done )y uncovering +ualitative and
depth interview techni+ues( Consumer )ecomes familiar with the category within a short
time' especially when prices come down rapidly(
Besides' such +uic diffusion is also enhanced )y the fact that the category is a necessity
item rather than a lu2ury( There is also the element of social visi)ility associated with the
category( >ence for a national )rand' mass advertising is a pre*re+uisite' provided it is
supported )y the other elements of the mareting mi2(
)I''ERE#TIATIO#
Advertisements convey )rand differentiation and this may )e important in several
categories' which consist of several )rands( ?ifferentiation Awareness can )e created )y
television advertising' )ut in certain categories there may )e a need to demonstrate the
effectiveness of )rands( ?ifferentiation with which consumers cannot connect may
have a negative implication and if a )rand connects consumers with its differentiation'
it is liely to also differentiate itself in terms of getting identified with the consumers(
In certain situation' the company may have two offerings in a product*line and there is a
need to differentiate them clearly depending on the target segments involved( This is a
comple2 situation where differentiation decides the growth of the )rand and the perceived
difference )etween the offerings( An added layer to the comple2ity is the same )rand
name )eing used for the offerings(
BABASAB PATIL Page 3D

SALES PRO"OTIO#

It is ey ingredient in mareting campaigns' consists of a collection of incentive tools'
mostly short term' designed to stimulate +uicer or greater purchase of particular
products or services )y consumers or the trade(
Sales promotion tools vary in their specific o)Hectives( Sellers use incentive type
promotions to attract new triers' to reward loyal customers' and to increase the repurchase
rates of occasional users( It often attracts )rand switchers' who are primarily looing for
low price' good value or premiums(
Sales promotions generally are unliely to turn them into loyal users' although they may
)e induced to mae some su)se+uent purchases( It is used in marets of high )rand
similarity can produce a high sales response in the short run )ut little permanent gain in
maret share(
In marets of high )rand dissimilarity' sales promotions may )e a)le to alter maret
shares permanently( 9or retailers' promotions may increase sales of complementary
categories as well as induce some store*switching )y consumers( They promote greater
consumer awareness of price(
RESEARCH "ETHO)OLO$+
Title of the ProEect
,To Evaluate the Perception of Brand Image and Sales Promotion among Retailers
of TATA I#)ICO" in Belgaum Cit-./
OAEectives of the Research
To now the Brand Positioning of TATA Indicom in the minds of "etailers
To now the type of sales promotion that retailers most prefer
Selection of Sample
Population! "etail Shops situated in Belgaum city
Sampling 9rame! Shops
Sampling Fnit! "etailers
Sampling Si#e! $%%
Sampling &ethod! Convenient Sampling
)ATA COLLECTIO# APPROACH
The information necessary for this research study is collected )y tapping primary and
secondary sources( The sources are as follows!
Primar- Sources0
a( Iuestionnaire
)( Personal interaction
c( -)servation
Secondar- Sources0
a( "elated Information from Internet :/e)sites<
)( 7arious Te2t Boos
c( Journals and &aga#ines
Limitation of the Stud-
The study is limited to Belgaum city only
The responses given )y the retailers cannot )e considered as totally perfect
)ecause of various personal and other limitations(
As retailerGs views and e2perience include more of psychological aspects' the
survey made during a particular time period will give information a)out the
retailers during that particular time period(
$( /hat ind of )usiness0outlet do you own1
Teleshop &ulti )rand outlet
E2clusive outlet Su) dealers
What kind of business/outlet do you own?
&' &'.( &'.( &'.(
)' )'.( )'.( *+.(
,) ,).( ,).( -(.(
,( ,(.( ,(.( ,((.(
,(( ,((.( ,((.(
Teleshop
.ulti%brand outlet
#/clusive outlet
sub dealers
Total
0alid
1requency 2ercent 0alid 2ercent
Cumulative
2ercent
what $ind of business3outlet do you own
,(.(4
,).(4
)'.(4
&'.(4
sub dealers
#/clusive outlet
.ulti%brand outlet
Teleshop
Interpretation
A)out 8CK of retailers own a multi )rand outlet were as 3CK own a Teleshop )usiness
and $8K of them possesses e2clusive outlet and $%K of them are su) dealers
3( Since how long you have )een in this )usiness1
4ess than $ year $ 5ear to 3 5ears
3 5ears to 6 5ears &ore than 6 years
Since how long you hae been in this business?
&* &*.( &*.( &*.(
), ),.( ),.( +'.(
&* &*.( &*.( -5.(
5 5.( 5.( ,((.(
,(( ,((.( ,((.(
6ess than , year
, 7ear to & 7ears
& 7ears to 8 7ears
.ore than 8 7ears
Total
0alid
Cumulative
2ercent
since how long you have been in this business
5.(4
&*.(4
),.(4
&*.(4
.ore than 8 7ears
& 7ears to 8 7ears
, 7ear to & 7ears
6ess than , year
Interpretation
The a)ove pie chart indicates that a)out 8$K of the retailers are in )usiness for more than
$ year( The retailers who have set up the )usiness newly i(e less than $ year is also 3AK
which shows that the maret is growing to potential(
6( /hat )rands do you stoc and sell1
7odafone Airtel Spice
TATA Indicom BS,4 "eliance
Interpretation
-ut of $%% retailers DCK' D@K' D=K stoc TATA Indicom' 7odafone and Airtel
respectively and A@K' A6K' =@K stoc Spice' BS,4 and "eliance respectively( This
shows that the retailers are not dependent on any specific )rand' )ut 7odafone' Airtel and
TATA Indicom are more in demand when compared to other )rands which are availa)le
in maret(
8( /hat comes to your mind' when you hear the word TATA Indicom
9actor Tic : ; <
4ogo
Availa)ility
Coverage
7alue Addition Service
Brand Am)assador
What co!es to you" !ind# when you hea" the wo"d $T%T% Indico!$
)5 )5.( )5.( )5.(
&, &,.( &,.( ++.(
,& ,&.( ,&.( *'.(
,8 ,8.( ,8.( -,.(
- -.( -.( ,((.(
,(( ,((.( ,((.(
6ogo
9vailability
Coverage
0alue 9ddition :ervice
Brand 9mbassador
Total
0alid
Cumulative
2ercent
"hat comes to your mind, when you hear the word ;T9T9 Indicom;
-.(4
,8.(4
,&.(4
&,.(4
)5.(4
Brand 9mbassador
0alue 9ddition :ervi
Coverage
9vailability
6ogo
Interpretation
A)out 8=K of "etailers recall the 4ogo of TATA when ased what comes to your mind
when you hear the name TATA IndicomM some retailers also recall Availa)ility and
Coverage(
=( 5our satisfaction level with the different cell service providers(
Company >ighly
Satisfied
Satisfied ,eutral ?issatisfied >ighly
?issatisfied
7odafone
Airtel
Spice
"eliance
TATA Indicom
BS,4
!O)A'O#E
Satisfaction leel of &odafone
8+ 8+.( 8+.( 8+.(
)- )-.( )-.( '5.(
* *.( *.( -&.(
' '.( '.( ,((.(
,(( ,((.( ,((.(
<ighly :atisfied
:atisfied
=eutral
>issatisfied
Total
0alid
Cumulative
2ercent
satisfaction level of vodafone
'.(4
*.(4
)-.(4
8+.(4
>issatisf ied
=eutral
:atisf ied
<ighly :atisf ied
Interpretation 1!O)A'O#E2
The a)ove graph shows that 8DK of "etailers are satisfied with services provided )y
7odafoneM there is more opportunity for the 7odafone Company to convert this 8DK of
satisfied retailers into >ighly Satisfied retailers )ecause it will help the company in return
to increase the sales( The company should also concentrate on the dissatisfied retailers
and try
to convert them into satisfied retailers(
AIRTEL
Satisfaction leel of %i"tel
8- 8-.( 8-.( 8-.(
)+ )+.( )+.( '5.(
,5 ,5.( ,5.( ,((.(
,(( ,((.( ,((.(
<ighly :atisfied
:atisfied
=eutral
Total
0alid
Cumulative
2ercent
satisfaction level of airtel
,5.(4
)+.(4
8-.(4
=eutral
:atisfied
<ighly :atisf ied
Interpretation
The a)ove graph shows that 8@K of "etailers are satisfied with services provided )y
AirtelM there is more chance for Airtel to convert this 8@K of satisfied retailers into
>ighly Satisfied retailers which in turn helps the company to increase the sales( It should
also convert the ,eutral retailers to satisfied retailers(
SPICE
Satisfaction leel of S'ice
- -.( -.( -.(
85 85.( 85.( )).(
)) )).( )).( ''.(
' '.( '.( -+.(
) ).( ).( ,((.(
,(( ,((.( ,((.(
<ighly :atisfied
:atisfied
=eutral
>issatisfied
<ighly >issatisfied
Total
0alid
Cumulative
2ercent
satisfaction level of spice
).(4
'.(4
)).(4
85.(4
-.(4
<ighly >issatisfied
>issatisfied
=eutral
:atisf ied
<ighly :atisf ied
Interpretation
The a)ove graph shows that only 6=K of the retailers are satisfied with the services
provided )y Spice' )ut on the other hand a)out 88K of the retailers say that they are
neither satisfied nor dissatisfied with the service of spice' the company has to wor
towards converting this neutral retailers to satisfied and also the dissatisfied and highly
dissatisfied retailers to satisfied which will )e more )eneficial to the spice company(
RELIA#CE
Satisfaction leel of Reliance
,( ,(.( ,(.( ,(.(
&* &*.( &*.( 8*.(
8- 8-.( 8-.( *+.(
&& &&.( &&.( -'.(
& &.( &.( ,((.(
,(( ,((.( ,((.(
<ighly :atisfied
:atisfied
=eutral
>issatisfied
<ighly >issatisfied
Total
0alid
Cumulative
2ercent
satisfaction level of reliance
&.(4
&&.(4
8-.(4
&*.(4
,(.(4
<ighly >issatisf ied
>issatisfied
=eutral
:atisfied
<ighly :atisfied
Interpretation
The a)ove graph shows that only 3AK of the retailers are satisfied with the services
provided )y "eliance' )ut on the other hand a)out 6DK of the retailers say that they are
neither satisfied nor dissatisfied with the service provided )y "eliance' the company has
to wor towards converting this neutral retailers to satisfied and also the dissatisfied
:33K< and highly dissatisfied retailers to satisfied which will )e more advantageous to
the "eliance
TATA I#)ICO"
Satisfaction leel of T%T% Indico!
- -.( -.( -.(
5, 5,.( 5,.( +(.(
&+ &+.( &+.( '+.(
' '.( '.( -).(
+ +.( +.( ,((.(
,(( ,((.( ,((.(
<ighly :atisfied
:atisfied
=eutral
>issatisfied
<ighly >issatisfied
Total
0alid
Cumulative
2ercent
satisfaction level of T9T9 Indicom
+.(4
'.(4
&+.(4
5,.(4
-.(4
<ighly >issatisfied
>issatisfied
=eutral
:atisfied
<ighly :atisf ied
Interpretation
The a)ove graphs shows that a)out @%K of the retailers are satisfied with the services
provided )y TATA Indicom' 3@K of them are neutral were as $8K of the retailers are
dissatisfied with TATA Indicom( Therefore the company must tae necessary steps to
achieve the e2pectations of the dissatisfied retailers(
BS#L
Satisfacation leel of (SN)
) ).( ).( ).(
)( )(.( )(.( )).(
)8 )8.( )8.( '*.(
- -.( -.( -+.(
) ).( ).( ,((.(
,(( ,((.( ,((.(
<ighly :atisfied
:atisfied
=eutral
>issatisfied
<ighly >issatisfied
Total
0alid
Cumulative
2ercent
satisfacation level of B:=6
).(4
-.(4
)8.(4
)(.(4
).(4
<ighly >issatisf ied
>issatisf ied
=eutral
:atisf ied
<ighly :atisf ied
Interpretation
The a)ove graphs shows that a)out 88K of the retailers are satisfied with the services
provided )y BS,4' 86K of them are neutral were as $6K of the retailers are dissatisfied
with BS,4( Therefore the company must tae essential steps to achieve the e2pectations
of the dissatisfied retailers(
@( /hat ind of )enefits do you receive from the company )y the way of
Sales Promotion
?iscounts Schemes
Coupons -ffers
Any -ther Specify.............................
what kind of (enefits do you "eceie f"o! the co!'any
8) 8).( 8).( 8).(
&* &*.( &*.( +,.(
,( ,(.( ,(.( *,.(
&- &-.( &-.( ,((.(
,(( ,((.( ,((.(
>iscounts
:chemes
Coupons
?ffers
Total
0alid
Cumulative
2ercent
what $ind of benefits do you receive from the company
&-.(4
,(.(4
&*.(4
8).(4
?ff ers
Coupons
:chemes
>iscounts
Interpretation
A)out 68K of the retailers receive )enefits in the form of discounts and 3DK of retailers
are provided with different offers' were as 3AK of retailers are offered different schemes(
A( /hat additional sales promotional inputs do you feel the company should
provide1
Bift Item Tour -ffers
Sla) -ffers Certificate from Company
Any -ther Specify.............................
what additional sales '"o!otional in'uts do you feel that the co!'any should '"oide
&* &*.( &*.( &*.(
8- 8-.( 8-.( ++.(
,& ,&.( ,&.( *'.(
&& &&.( &&.( ,((.(
,(( ,((.( ,((.(
ift Items
Tour offers
:lab ?ffers
Certificate from company
Total
0alid
Cumulative
2ercent
"hat 9dditional sales promotional inputs do you feel the company should
&&.(4
,&.(4
8-.(4
&*.(4
Certificate of Compa
:lab ?ffers
Tour ?ffers
ift Items
Interpretation
A)out 6DK of the retailers e2pect Tour -ffers from the company in the form of sales
promotion inputs( 3AK of the retailers e2pect gift items from the company' where as 33K
and $3K of retailers e2pect Certificate from company and Sla) offers in form of
additional sales promotions
C( According to you which is the )est advertising media for cell service
provider1
T7 Ads ,ewspapers
/all Painting Poster and Banners
>oardings Any -ther Specify .................
%cco"ding to you which is the best ade"tising !edia fo" cell se"ice '"oide"
)* )*.( )*.( )*.(
' '.( '.( 55.(
&& &&.( &&.( **.(
,8 ,8.( ,8.( -(.(
,( ,(.( ,(.( ,((.(
,(( ,((.( ,((.(
T0
=ewspapers
"all 2ainting
2oster and Banners
<oardings
Total
0alid
Cumulative
2ercent
according to you which is the best advertising media for cell service pr
,(.(4
,8.(4
&&.(4
'.(4
)*.(4
<oardings
2oster and Banners
"all 2ainting
=ewspapers
T0
Interpretation
A)out 8AK of retailers consider T7 Ads as most effective advertising medium' where as
33K of the retailers prefer /all Painting and only $6K of them consider posters and
)anners and $%K prefer hoarding where as only CK of them prefer newspaper as the )est
advertising media( Thus T7 Ads are the most desira)le and preferred medium for
advertisement(
D( "an the factors that you feel are important for cell service
'actors High "edium Lo(
,etwor
Availa)ility
Brand ,ame
Price
Coverage
#ET6OR3
Netwo"k
55 55.( 55.( 55.(
8& 8&.( 8&.( '*.(
,8 ,8.( ,8.( ,((.(
,(( ,((.( ,((.(
<igh
.edium
6ow
Total
0alid
Cumulative
2ercent
=etwor$
,8.(4
8&.(4
55.(4
6ow
.edium
<igh
Interpretation
A)out ==K of the retailers give ,etwor as the maHor priority with respect to cell
services were as 63K of them consider it as not so important :&edium< and $6K have
rated networ as low from the point of view of cell services(
A!AILABILIT+
%ailability
8* 8*.( 8*.( 8*.(
5& 5&.( 5&.( '-.(
,, ,,.( ,,.( ,((.(
,(( ,((.( ,((.(
<igh
.edium
6ow
Total
0alid
Cumulative
2ercent
9vailiability
,,.(4
5&.(4
8*.(4
6ow
.edium
<igh
Interpretation
A)out 6AK of the retailers give Availa)ility as the maHor priority with respect to cell
services were as =3K of them consider it as not so important :&edium< and $$K have
rated Availa)ility as low from the point of view of cell services(
BRA#) #A"E
("and Na!e
5) 5).( 5).( 5).(
8& 8&.( 8&.( '+.(
,) ,).( ,).( ,((.(
,(( ,((.( ,((.(
<igh
.edium
6ow
Total
0alid
Cumulative
2ercent
Brand =ame
,).(4
8&.(4
5).(4
6ow
.edium
<igh
Interpretation
A)out =8K of the retailers give Brand ,ame as the maHor priority with respect to cell
services were as 63K of them consider it as not so important :&edium< and $8K have
rated Brand ,ame as low from the point of view of cell services(
PRICE
BABASAB PATIL Page =%
*"ice
+' +'.( +'.( +'.(
&+ &+.( &+.( -).(
+ +.( +.( ,((.(
,(( ,((.( ,((.(
<igh
.edium
6ow
Total
0alid
Cumulative
2ercent
2rice
+.(4
&+.(4
+'.(4
6ow
.edium
<igh
Interpretation
A)out @CK of the retailers give Price as the maHor priority with respect to cell services
were as 3@K of them consider it as not so important :&edium< and @K have rated Price
as low from the point of view of cell services(
CO!ERA$E
BABASAB PATIL Page =$
+oe"age
5' 5'.( 5'.( 5'.(
8) 8).( 8).( -&.(
' '.( '.( ,((.(
,(( ,((.( ,((.(
<igh
.edium
6ow
Total
0alid
Cumulative
2ercent
Coverage
'.(4
8).(4
5'.(4
6ow
.edium
<igh
Interpretation
A)out =CK of the retailers give Clarity as the maHor priority with respect to cell services
were as 68K of them consider it as not so important :&edium< and CK have rated Clarity
as low from the point of view of cell services(
BABASAB PATIL Page =3
H;0 "ore or eIual to :;J of the retailers are Satisfied (ith TATA Indicom
H40 Less than :;J of the retailers are Satisfied (ith TATA Indicom
Fsing C Test can prove this
Computation of C value
RS P*P0 sigma P
PS%(=%:$*P< S%(=%
,S$%% ,*$S $%%*$SDD
/here PS T0, S "espondents favoring >o
Total sample si#e
PKH;?4;;K;.H
Sigma PK P 149P2? 1#942 K ;.;:;=:
R S %(@*%(=%0%(%=%3=
C K 4.55
3K94.H@
Conclusion0 Since critical value :ES *$(@8< is less than calculated R value :$(DD< null
hypothesis is accepted(
Result0 &ore than =%K of the retailers are satisfied with TATA Indicom
H;0 "ore or eIual to H;J of the retailers consider the Price as an important factor
H40 Less than H;J of the retailers consider the Price as an important factor
Fsing C Test can prove this
Computation of R value
RS P*P0 sigma P
PS%(@%:$*P< S%(8%
,S$%% ,*$S $%%*$SDD
/here PS T0, S "espondents favoring >o
Total sample si#e
PS@C0$%%S%(@C
Sigma PS P :$*P<0 :,*$< S ;.;@5
R K %(@C*%(@%0%(%8D
C K 4.H>
3K94.H@
ConclusionL Since critical value :3K 94.H@< is less than calculated R value 14.H>2 null
hypothesis is accepted(
Result0 &ore than @%K of the retailers consider the Price as an important factor
'I#)I#$S
&ost outlets are &ulti )randed
8$K of the retailers are in )usiness for than $ year( which shows that there is a
growth in the maret(
A)out D%K of "etailers stoc and sell 7odafone' Airtel and TATA Indicom
/hen the retailers here the word TATA Indicom they recall the 4ogo of TATA
Indicom(
A)out @%K "etailers are SATIS9IE? with the services and offers provided )y the
TATA Indicom
"etailers receive different inds of discounts from the company(
"etailers prefer Tour -ffers from the company(
"etailers feel that advertising in T7 will )e very advantages to TATA Indicom(
@CK of the retailers give price as the maHor priority with respect to cell services
S&$$ESTIO#S
BABASAB PATIL Page ==
TATA Indicom should improve the service' specially the activation L networ so
that the retailers can push the products easily in the maret(
There is a huge potential to convert the neutral retailers to satisfied retailers )y
catering to their specific needs(
An effective promotional strategy has to )e designed focusing more on >oarding
and Banners to o)tain the desired results( >oarding has only a few seconds to
mae the product noticea)le( >ence very few words are to )e used on a )ill)oard
or hoarding(
TATA Indicom should advertise in those newspapers and maga#ines which has
got more circulation(
/ith modern technology digital )ill)oards and tri*faced )ill)oards are moving the
maret( ?igital )ill)oards allow long messages to run continuously across the
screen( They also have advantage of attracting )etter attention(
The company should provide special offers to retailers to increases the sales(
?uring the survey it is found that only 8=K of the retailers recall the 4ogo of
TATA Indicom which is less than =%K so the company has to focus more on
Brand Building Activities(
The company should highlight the additional and competitive features which are
not provided )y other )rands through strong media communication(
The company should advertise on Internet
CO#CL&SIO#
To conclude' it is very less time to study a)out )rand image and sales promotional
strategies apart for this we need to focus on each retailers view carefully in regular time
intervals so that the )est possi)le is presented here' still there is a lot of scope for
developing on this su)Hect' as e2cellence is not limited always(
BABASAB PATIL Page =@
Tata Teleservice is one of the leading player in the telecommunication sector( TATA
Indicom has to focus more on proper advertising strategies through which it can reach its
future customers' while @%K of the retailers are very much satisfied )y the services
provided( Although there is a need to )uild more confidence in its retailers( This will )e
possi)le only through effective communication(
Thus' the company should tae necessary steps to satisfy the retailers )y providing them
with the necessary facilities re+uired to promote )rand as a whole(
BIBLIO$RAPH+
BooBs0
&areting &anagement )y Philip Eotler and Eevin 4ane Eeller $3
th
edition' Page ,o
3C@' 68%' ==='==@'==D
Sales and ?istri)ution &anagement )y Tapan E( Panda and Sunil Sahadev' Page ,o
3CD'3D$'3D8
Internet?6eAsite0
BABASAB PATIL Page =A
www.ttsl.com
www.tataindicom.com
www.google.com
BABASAB PATIL Page =C

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