A A S St tu ud dy y o on n

E EF FF FE EC CT TI IV VE EN NE ES SS S O OF F A AD DV VE ER RT TI IS SI IN NG G
A AN ND D S SA AL LE ES S P PR RO OM MO OT TI IO ON N A AC CT TI IV VI IT TI IE ES S O OF F
C CE EL LL LU UL LA AR R P PH HO ON NE E S SE ER RV VI IC CE E P PR RO OV VI ID DE ER RS S I IN N B BA AN NG GA AL LO OR RE E
Dissertation submitted in partial fulfillment of the requirements for the award
of the Degree of
Masters of Business Administration
Of
Bangalore University

Submitted by
B BI IS SW WA AD DE EE EP P D DA AS S
R RE EG G. .N NO O- - 1 12 2S SL LC CM MA A0 02 28 8

Under the guidance of
Ms. PRATHIBA M.R
(Head of the Department)

T TH HE E O OX XF FO OR RD D C CO OL LL LE EG GE E O OF F B BU US SI IN NE ES SS S M MA AN NA AG GE EM ME EN NT T

4th Sector, HSR Layout, Bangalore-560102
Batch- 2012-14



EXECUTIVE SUMMARY
Technological level and education standard are steadily growing, and almost all the state
governments and central government are heading toward a breakthrough in the field of
communication technology. This will make the way for advanced consumer satisfaction in all the
fields.
Advertising as any paid form of non-personal presentation and promotion of ideas of
goods or services by an identified sponsor. The advertisement mainly through two media first is
the electronic and second one is the printed media. The advertisement through electronic media
is easier to compare with printed media. More mobile service providers make advertisement
through electronic media. With the fast changing of publicity medium, the need of electronic
media is becoming quintessential. For the electronic media advertising service providers mainly
use Television ads, Radio ads, Internet ads, and hoardings etc.
Sales promotion is those marketing activities other than personal selling advertisement
and publicity that stimulate consumers purchasing and dealer effectiveness such as display shows
exhibitions, demonstrations and various non-recurrent setting effort in the ordinary routine. All
the mobile service providers are giving the different type of promotional offers and the value
added services.
The main objectives of the study are to find the effectiveness of advertisement in mobile
service providers in Bangalore, understanding the impact of advertisement on mobile
subscribers. To know the comparison of sales promotional activities adopted in market with
different service providers is another main objective of the study.
In present market subscribers are highly influenced by advertisements shown. Generally,
customers prefer service providers, because of its connectivity and offers which is highly
influenced by advertisement. Retaining customers is not an easy task. Because each customer is
differing from each other so, the taste and preference will differ in each. What one likes may not
be liked by others. Hence, service providers should provide more importance towards attractive
advertisements and sales promotional activities.



INTRODUCTION

Today the Indian telecommunications network with over 375 million subscriber is second
largest network in the world after China. India is also the fastest growing telecom market in the
world with an addition of 9-10 million monthly subscribers. The major reasons that have fuelled
this growth are low tariff coupled with falling handset prices. India has emerged as a major base
for the telecom industry worldwide, thus Indian telecom sector has come a long way in achieving
its dream of providing affordable and effective communication facilities to Indian citizen.
Indian telecom sector like any other industrial sector in the country has gone through
many phases of growth and diversification. Day by day both the public players and private
players are putting in their resources and efforts to improve the telecommunication technology so
as to give the maximum to their customer. However the recent regulatory developments are seem
to be negative for the telecom companies as it will increase the number operators per circle
which intensify competition. Telecom companies today focus on rapid product innovation,
building consumers and retailers relationships and supply chain improvement in order to
improve performance.
Advertisement plays an important role in achieving growth in sales of product and
services. Effective advertising refers to informing the public about the right product at the right
time through the right medium. The right media selection is the crux of the success of the entire
advertising campaign.
Sales promotion is the process of communication with individuals, groups and
organizations to directly or indirectly facilitate exchange of goods and services by proper
informing and persuading one or several audiences or market segments to accept the proposed
products. The sales promotion is to identify some specific marketing need that then can be met
with the corporate products and the proper promotional activity.







STATEMENT OF THE PROBLEM
The number of mobile customers is increasing in each and every minute. The growth of mobile
users is dynamic process. The competition of mobile service providers in Bangalore cause to
make more advertisement and promotional offers to attract more customers. The customers
choice is more, and then the effect of promotional offers and the advertisement of the provider
are very high. The study helps to find out the effectiveness of the advertisement and sales
promotion of the mobile service providers in Bangalore.
SCOPE OF THE STUDY
The present study is carried to know the following aspects:
1. To know about customer perception towards the various mobile operators.
2. To understand how well the different mobile companies have effectively used their
promotional strategies.
3. To compare the promotional policies of different mobile companies.

OBJECTIVES OF THE STUDY
1. To study on effectiveness of advertisement in mobile service providers in Bangalore.
2. Impact of advertisement on mobile subscribers.
3. To know the comparison of sales promotional activities adopted in market with different
service providers.
4. To know the comparison of advertisement of different mobile service providers.
RESEARCH METHODOLOGY
Service and questionnaire are used for the collection of the data. The data collection source is of
two types:
1. PRIMARY DATA: Primary data will be collected trough questionnaire and interaction
with the mobile service costumers in Bangalore
2. SECONDARY DATA: The secondary data have been collected from service providers
website, and other websites related to the topic, reference book, Published literature,
Company published data and broachers. Data from websites are also referred. In this
study mainly secondary data is to be used.

SAMPLING PLAN
A sample size of 100 samples is to be taken for the study randomly from the total population.
The sampling method used is convenience sampling. Convenience sampling involves picking
any available set of respondents convenient for the researcher to use.
LIMITATION OF THE STUDY
1. Survey was restricted to hundred people because of the time constraint.
2. The sample size is small hence arriving at an overall opinion of the customers is difficult.
3. Some customers are not aware about the latest promotion offers by the different mobile
service providers.

CHAPTER SCHEME
1. Introduction: It includes introduction to the study about the specific area chosen
2. Research design: This chapter starts with an overview of the dissertation, summarizes the
findings under each objective, provide conclusions and after recommendations based on the
findings. It is to be noted that the recommendations are practical, acceptable and comprehensive
3. Profile of the company: This chapter contains a complete profile of the industry that is
history, nature of business, product and services etc
4. Analysis and Interpretation of data: It provides an analysis of the data with required
interpretation with the help of tables.
5. Summary of findings, conclusions and suggestions: It includes the findings and suggestions.









REVIEW OF LITERATURE
In India cellular phone service provider are facing high competition.
In recent decades different researchers and practitioners emphasized on service providers
advertising and promotion activities which increases market share.
Due to this they have to bring different strategies every time to maintain their customer loyalty.
Roni Peleg (Journal of Business Logistics, 2003, pp 101-110)- Major problem people are
facing is connectivity problem. Mobile is very important part of people life, and they are so
much depending on it for their daily routine and some other wok like consulting Physician.
Andrews, Edmund. L (The New York Times, 2006)- Customer is more concerning about new
service like TV in mobile phone, and many providers are also thinking about it. So to maintain
their customer loyalty service provider should focus on better connectivity, with availability of
recharge coupon, more advertisement, good scheme and should accurate in the choice of brand
ambassador.
Andrews, Edmund L (The New York Times, 2006)- The Federal Communications
Commission is expected to rule soon on whether to allow Fleet Call Inc to provide a new form of
mobile telephone service. The ruling, should it be in favor of the company, will have far reaching
effects on the cellular industry. Currently, regulations only allow two cellular companies to
operate in a single city. The ruling would allow private radio service companies that cater to taxi
fleets and delivery services, for example, to provide mobile telephone services to individuals.
The FCC is said to be in favor of the scheme as this would open up the market to greater
competition. The new services may have some drawbacks when compared to regular cellular
systems and may turn out to be no cheaper, but critics of the current system claim that the
competition factor alone should reduce market prices. Fleet Call would initially set up networks
in only six major cities.
Mercer (2002), Those marketing techniques which are used, usually on a temporary basis to
make goods and services more attractive to the consumers by providing some additional benefit
whether in cash or in kind.



Sunitha, N.R. Ambedkar (2008), Everyday cell phone service providers are growing like
mushrooms after rain providing reliable facilities for customers to meet their budget. In view of
the growing demand, service providers require the services of various local agents all over the
world. The service providers must delegate the power to these agents to execute the services and
monitor their performance. If found efficient the agents can continue to operate else they may
need to be revoked.
S.A. Pandya ,Rajput (2008), Mobile networks reuse frequency bands based on a color map to
increase the capacity of the network. A handoff should occur when a mobile unit moves from the
influence of one base station with weaker signal into another's that has stronger signal. Handoff
behavior of all units is an important factor in quality of service of a mobile phone service.
Handoff decisions, also called mobility decisions, are made by mobile phone based on the
observed power from base stations. Premature, delayed or exceedingly sensitive decisions are
considered poor decisions. Excessive poor decisions result in degradation of service quality in
otherwise a healthy mobile system.
According to zallocco & Kincaid (2008), promotion is the deliberate attempt on the part
of the individual business or other institution to communicate the appropriate information
in a manner persuasive enough to include the kind of acceptable response desired.
Promotion is communication by the firm to other various audiences with a view of
informing them and influencing their attitude and behaviors towards the firms product.
The most effective promotional activities are carefully integrated by marketing managers.
In general, the relative importance of advertising, personal selling, sales promotion and
publicity in specific marketing programmes will vary with the nature of the product, the
buying behavior of customers, the competitor practices in industry and the manner in
which marketing managers choose to apply resources.
Kotler & Armstrong (1990), said that all functions in the satisfaction systems are equally
important, if any one system is missing, the system breaks down. The same can be said
about the ingredients in the marketing mix, those activities that go together to make the
bundle of utility and promotion is important element of the mix.
According to Donnelly, promotion makes the largest part of the marketing expenses. Most
organization regard promotion expenses as secret and therefore information about such
expenditure is difficult to determine.