“Effect of Bundling of Product & Pricing in telecom services on consumer purchasing Behavior”

Presented to

On 25Th Oct. 2009 In Partial Fulfillment Of the Requirements for The Marketing Specialization in The Master of Business Administration Programme

Guided by:

Submitted by:

(Dr. Alok Mittal) IGNOU Study Centre 062233454 Indore (MP) Management Programme - MP

(Madhav patel) Enrolment Number:

“Effect of Bundling of Product & Pricing in telecom services on consumer purchasing Behavior”

A Marketing Research Project
Presented to

On 25Th Oct. 2009 In Partial Fulfillment Of the Requirements for The Marketing Specialization in

The Master of Business Administration Programme
Project Proposal no………..
Guided by: by: Submitted

(Dr.

Alok Mittal)
IGNOU Study Centre

(Madhav patel) Enrolment

Number: 062233454 Indore (MP) Programme - MP Management

CERTIFICATE OF ORIGINALITY

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

Signature of Supervisor

Signature of student

(Dr. Alok Mittal )
(Madhav patel)

Place : Indore Date :20.11.08

Place : Indore Date :20.11.08

PREFACE OK

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

Words of Jack Welch

In this period of globalization, factors like economic crises, differences in standards of living, imbalances in income distribution, environmental degradation, political unrest and a plethora of other social, economic and technological problems tend to increase the challenges and threats faced by companies

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

In the Telecom Sector License are issued primarily on the revenue state basis and known as circle. The Madhya Pradesh has the immense potential of increase in telecom density and one more operator is ready to start his services in month of October 2008 and no of operator in the mobile services becomes Seven with Public sector unit BSNL and private operators like Reliance, Airtel, Tata Indicom, Idea and Vodafone. An Industry where

companies are "primarily engaged in operating, maintaining, and/or providing access to facilities for the transmission of voice, data, text, sound, and video" is known as

Telecommunications Industry. Hence, Telecom Service Providers are organizations which provide the aforementioned services through the land-line and wireless networks. Goldman Sachs research says, "India will overtake US by 2050" and the reasons for these predictions are India's increased openness to trade, investment in information and communication technology, and greater financial deepening. These structural changes have had a positive impact on the telecommunications sector so far. The Indian is one of the largest telecom markets in the world meeting up with global standards The fast track growth of the Indian telecom industry has made it a key contributor to India's progress. India has more than 225 million telecom subscribers in India. Every month, 6-7 million new subscribers are added. Upcoming services such as 3G and WiMax will help to further augment the growth rate. The Indian telecom industry is growing at the fastest pace in the world and India is projected to be the second largest telecom market globally by 2010. The Indian telecom market generated revenues of approximately US$ 20 billion in 2006-07. The market witnessed a growth rate of 33 per cent over the last year and recorded a CAGR of 22 per cent for the period 2002-03 to 2006-07. This growth has resulted in doubling the revenues of the telecom segment in the past three years. Further, it is expected that the industry will generate revenues worth US$ 43 billion by 2009-10. Even though the Indian telecom industry has crossed a subscriber base of 335 million, its teledensity is a mere 28.33% per cent. Thus, the Indian market provides telecom service providers with a large untapped potential, given the country’s increasing population and its low teledensity. The Government has plans to raise teledensity to 40-45 per cent by 2010, thereby offering greater growth opportunities for service providers. The telecom industry is one of the fastest growing industries in India. India has nearly 200 million telephone lines making it the third largest network in the world after China and USA. With a growth rate of 45%, Indian telecom industry has the highest growth rate in the world. Such a growing market need’s proper marketing strategy to cover the maximum market share. A company must provide Bundling of product & pricing in telecom services are very useful the most important promotion mix as in modern business world, no business can survive without effectiveness of proper scheme towards customer purchasing .. The problem is not whether to bundle or not, but the problem is how to bundling with a view to maximize return on the money invested. Effectiveness of. Thus Bundling is a very critical decision because it way elects & reflects the whole Marketing Strategy. It has now a day become widely

recognized. It has become the liability of producers to produce proper schemes of their product and pricing, which will help the consumers to choose the desired one among the herd of same product. In the modern world it is the scheme that lays the greatest role in selling of any product or service. Bundling is an effective tool of communication means presentation and promotion of schemes, goods, and services. Bundling is certainly one of the most important decision area’s facing the top management of an organization. (Madhav patel) Place : Indore Date :20.11.08

Place : Indore

Date :20.11.08

ACKNOWLEDGEMENT OK

To acknowledge is a pleasure, it is task to recognize and remember every ones effort when one is overwhelmed. I feel extremely exhilarated to have completed this project under the able and inspiring guidance of , Dr Alok Mittal Director Amity University Indore (MP), their

guidance and timely encouragement has infused courage in me to complete the work successfully. His wide knowledge and her logical way of thinking have been of great value for me. It is his guidance and direction that the present work was conducted and completed.

For the creditability I am extremely thankful to BSNL and INDIRA GANDHI NATIONAL OPEN UNIVERSITY for providing me the opportunities where in I have learnt and understood the working of the real corporate world.

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

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

Indore, 15 October 2008 Madhav Patel

Table of Contents CHAPTER 1

INTRODUCTION...........................................3

1.1 Introduction to Bundling.....................................................3 1.2 Introduction to Effectiveness of Bundling. …… 3
1.3 Introduction to BSNL ...............................4 1.4 Introduction to BSNL Services ..................4

1.5 Exposure of BSNL schemes

CHAPTER 2 CHAPTER 3

RATIONALE FOR STUDY………………… RESEARCH METHODOLOGY 33

3.1 Objective of Research 33 3.2 Research Design 4 3.2 (a) Sample Plan ........................4 3.2 (b) 3.2 (c) 3.3 Justification of study ...........4 Significance of study ............4

Data Collection ...................................4

3.4

Data Analysis .....................................4 3.4(a) Data Presentation and Analysis 3.4(b) interpretation of result &

findings

Chapter 4

CONCLUSION..............................7

4.1 Suggestions 7 4.2 Conclusion..........................................7 4.3 4.4 Limitations of study ............................7 Direction for Future Research .............7

APPENDIX 33 A. Questionnaire .......................................................................3
B. Approved Synopsis ...................................4 C. Bio-data of Project Guide .............................4

Bibliograph