ABSTRACT

To understand the necessity of the launch of GSM technology, an exhaustive research was done about the telecom industry with special focus on mobile operators. Then, comparative analysis of value added services of all the mobile operators in Chennai was done. Comparative analysis helped us to know the different types of VAS and pricing patterns of the same. A survey was done to check the level of awareness among the reliance retailers and another survey was done to know the type of VAS customers. A comparative analysis of the tariff plans among the various players, which gave insights into the pricing strategies. In the next phase, a survey was done to know the most popular brand as per retailers and to know the various promotional activities done by the various players in the market. Additionally, telephonic interview were done to take a feedback from the existing customers of the reliance’s’ CDMA and HELLO who have not recharged .All these surveys and interviews helped us to make a questionnaire for the pricing and promotion of the GSM in Chennai. The questionnaire was administered on 100 customers to collect the responses related to the pricing and promotion. A Visit was made to the 240 outlets in Chennai and each retailer was evaluated on standard parameters.

About Reliance-1.1
Reliance – Anil Dhirubhai Ambani Group, a descendant of the Reliance Group founded by Shri Dhirubhai H Ambani , ranks among India’s top three private sector business houses in terms of net worth. Its business ranges from telecommunications (Reliance Communications Limited) to financial services (Reliance Capital Ltd) and the generation and distribution of power (Reliance Infrastructure Limited). Reliance – ADA Group’s chief company, Reliance

Communications, is India's largest private sector information and Communications Company, with over 71 million subscribers. It has established a pan-India, high-capacity, integrated (wireless and wire line), convergent (voice, data and video) digital network, to offer services spanning the entire infocom value chain. Other major group companies — Reliance Capital and Reliance Infrastructure — are widely acknowledged as the market leaders in their respective areas of operation. Its business includes, a complete range of telecom services covering mobile and fixed line telephony. It includes broadband, national and international long distance services and data services along with an extensive range of value-added services and applications. Reliance Mobile (formerly Reliance India Mobile), came into existence on 28 December 2002, on the occasion of the late Dhirubhai Ambani’s 70th birthday, was among the initial initiatives of Reliance Communications. It marked the auspicious beginning of Dhirubhai’s dream of ushering in a digital revolution in India. Today, reliance can proudly claim that they are instrumental in harnessing the true power of information and communication, by bestowing it in the hands of the common man at affordable rates.

Reliance Communications is the first operator to offer mobile services on both CDMA and GSM platforms as it is already offering services in CDMA. The company would launch GSM in 11,000 towns in the first phase and in the next few months it would be available in 24,000 towns. The company would also be participating in the proposed 3G auction next year and is planning an investment of Rs2,000 crore-Rs4,000 crore on 3G network. RCOM was the first company which was awarded dual spectrum and it has invested over Rs10, 000 crore in the last 15 months to roll out the GSM network.

Telecom Industry-1.2
India has become one of the fastest-growing mobile markets in the world. The mobile services were commercially launched in August 1995 in India. Although mobile telephones followed the New Telecom Policy 1994, growth was tardy in the early years because of the high price of handsets as well as the high tariff structure of mobile telephones. The Telecom Policy in 1999, the industry heralded several pro consumer initiatives, mobile subscriber additions started picking up. The number of mobile phones added throughout the country in 2003 was 16 million, followed by 22 million in 2004, 32 million in 2005 and 65 million in 2006. The only country with more mobile phones than India with 246 million mobile phones is China – 408 million. India has opted for the use of both the GSM (global system for mobile communications) and CDMA (code-division multiple access) technologies in the mobile sector. In addition to landline and mobile phones, some of the companies also provide the WLL service. In the year 2008 the total GSM and CDMA mobile subscriber base in the country was 375 million, which represented a nearly 50% growth when compared with previous year. GSM (Global System for Mobile communications: originally from Group Special Mobile is the most popular standard for mobile phones in the world. Its

promoter, the GSM Association, estimates that 80% of the global mobile market uses the standard. GSM is used by over 3 billion people across more than 212 countries and territories. Its ubiquity makes international roaming very common between mobile phone operators, enabling subscribers to use their phones in many parts of the world. GSM differs from its predecessors in that both signaling and speech channels are digital, and thus is considered a second generation (2G) mobile phone system. This has also meant that data communication was easy to build into the system. The ubiquity of the GSM standard has been an advantage to both consumers (who benefit from the ability to roam and switch carriers without switching phones) and also to network operators (who can choose equipment from any of the many vendors implementing GSM. GSM also pioneered a low-cost (to the network carrier) alternative to voice calls, the Short message service (SMS, also called "text messaging"), which is now supported on other mobile standards as well. Another advantage is that the standard includes one worldwide Emergency telephone number, 112. This makes it easier for international travelers to connect to emergency services without knowing the local emergency number. Newer versions of the standard were backward-compatible with the original GSM phones. For example, Release '97 of the standard added packet data capabilities, by means of General Packet Radio Service (GPRS). Release '99 introduced higher speed data transmission using Enhanced Data Rates for GSM Evolution (EDGE).

MARKET SHARE OF VARIOUS OPERATORS IN INDIA Service operator Subscriptions Market Share

1 2 3 4 5 6 7 8 9

Bharti Airtel Vodafone Essar BSNL IDEA Aircel Reliance Telecom MTNL BPL All India

88382758 63340024 42673357 4001615 16761397 10353841 4003807 2007303 267538640

33.04% 23.68% 15.95% 14.96% 6.27% 3.87% 1.50% 0.75% 100.00%

Market share of various GSM operators in Tamil Nadu 1.Aircel 2.Airtel e 35.41% 28.40%

3.Vodafon 22.85% 4.BSNL 13.32%

TRENDS-1.3

1. Subscriber growth in India will continue, driven by rural expansion, entry of newer operators, 3G and cheaper handsets. 2. Incumbent operators will face challenges (and opportunities) on four fronts: new operators, mobile number portability, 3G and MVNOs. 3. Focus on Value-added Services and Data will increase in saturated, urban markets.

4. Mobile VAS operators which build direct-to-consumer relationships will start emerging. 5. Flat-rate Data Plans will accelerate the use of the Mobile Internet, Social Media and Rich Media.
6. Operators and/or handset players will launch AppStores to drive usage, innovation

and revenues.
7. Mobile Payments and Commerce will come into vogue for micro transactions.

8. Companies will create multi-faceted mobile presence to deepen customer relationships and drive permission-based interaction and engagement. 9. The Mobile will emerge as the next advertising and marketing medium - and be seen as capable of not just mass reach but also allow a high degree of targeting.

PRICING - 1.4
Pricing plays an important role in the launch of a new product. Various steps in setting pricing policy are: ➢ ➢ ➢

Step1: Selecting the Pricing objective. Step2: Determining Demand. Step3: Estimating Costs. Step4 : Analysis Competitors’ Costs, Prices and Offers Step5: Selecting a Pricing Method.

PROMOTIONAL ACTIVITIES- 1.5
Promotions help organization to create awareness of their products or services, or about the organization itself among the target audience. It then induces interest, develops a desire and finally motivates consumers to take an action (in the form of purchase). They are advertising, sales promotion and public relations.

 Above the line sales promotion Above the line is a type of advertising through media such as TV, cinema, radio, print, banners and search engines to promote brands. Major uses include television and radio advertising, web and Internet banner ads. This type of communication is conventional in nature and is considered impersonal to customers. It differs from Below the line advertising, which believes in unconventional brand-building strategies, such as direct mail and printed media  Below the line sales promotion Below the line sales promotions are short-term incentives, largely aimed at consumers. With the increasing pressure on the marketing team to achieve communication objectives more efficiently in a limited budget, there has been a need to find out more effective and cost efficient ways to communicate with the target markets. This has led to a shift from the regular media based advertising. Below the Line uses less conventional methods than the usual specific channels of advertising to promote products, services, etc. than Above the Line strategies. These may include activities such as direct mail, public relations and sales promotions for which a fee is agreed upon and charged up front. Below the line advertising typically focuses on direct means of communication, most commonly direct mail and e-mail, often using highly targeted lists of names to maximize response rates. Another interesting and very effective BTL is Ssop Intercept. Trained sales personnel, often young women, are deployed at Retail Stores, near the shelves of targeted products. These young women convince customers visiting these shelves about the better aspects of their brand compared with others. This is ideal for new launches as it generates trials, which if successful result in repeat sales. In addition, above the line is much more effective when the target group is very large and difficult to define. But if the target

group is limited and specific, it is always advisable to use BTL promotions for efficiency and cost-effectiveness. More recently, agencies and clients have switched to an 'Integrated Communication Approach.' BTL is a common technique used for "touch and feel" products (consumer items where the customer will rely on immediate information rather than previously researched items). A BTL technique ensures recall of the brand while at the same time highlighting the features of the product. In a nutshell, while Above-the-Line promotions are tailored for a mass audience, BTL promotions are targeted at individuals according to their needs or preferences. While Above-the-Line promotions can establish brand identity, BTL can actually lead to a sale. Above-the-line promotions are also somewhat impossible to measure well, while BTL promotions are highly measurable, giving marketers’ valuable insights into their return-on-investment. According to EBS Worldwide, mainstream mass broadcast marketing is increasingly being viewed as uneconomical, in terms of Return on Investment, which is where BTL marketing fits in.

METHODS OF BELOW THE LINE SALES PROMOTION
➢ Price promotion

Price promotions are also commonly known as" price discounting". These can be done in two ways:

A discount to the normal selling price of a product.

○ More of the product at the normal price. Price promotions however can also have a negative effect by spoiling the brand reputation or just a temporary sales boost (during the discounts) followed by a lull when the discount would be called off. ➢ Coupons ➢ Gift with purchases, also gifts certificates ➢ Competitions and prizes This is an important tool to increase brand awareness amongst the target consumer. It can be used to boost up sales for temporary period and ensure usage amongst first time users. ➢ Money refunds A customer receives a money refund after submitting a proof of purchase to the manufacturer. Customers often view these schemes with some suspicion – particularly if the method of obtaining a refund looks unusual or onerous. ➢ Frequent user/loyalty incentives ➢ Point-of-sale displays

PROMOTIONS ON THE LAUNCH OF GSM IN CHENNAI

Reliance communication used ATL marketing and below the line promotions .In the ATL line promotions they have used newspapers- national as well as local. And also for the launch of GSM DATE CAMPAIGN MEDIUM TAMIL PUBLICATION DAILY THANTI

22/04/ NOW IN CHENNAI 09 24/04/ 09 Sirandha ipodhu GSM udan 27/04/ 09 Sirandha ipodhu GSM udan prepaid Reliance prepaid Reliance

TAMIL

DINA MALAR

TAMIL

MALIA MALAR.

they have a tie up with the radio mirchi.

In BTL of marketing they have used free distributions of T –shirts, point of sale display, competitions and gifts.

This was the advertisement which was published in the TIME OF INDIA on the launch of GSM in Chennai.

OBJECTIVES - 2.1 ➢ Primary

To analyze the various tariff plans available in the market To study the pricing patterns of reliance and other service providers To learn about the promotions of reliance and other service providers.

✔ ✔

Secondary
✔ ✔ ✔ To check the level of awareness of VAS among the retailers and the customers. To check the response of customers on different offers and tariffs. To learn about the distribution network for the BTL marketing.

SCOPE
The project will help the company to develop effective pricing & promotions to target the customer. It also help the company to know their brand value form the point of the retail & customer. The findings from the project could help the company to find a relation between the sales & promotion

METHODOLOGY -2.2
➢ Type of research design: Exploratory studies.

Exploratory studies: It helps in understanding and assessing the critical issues of various situations. It is not used in cases where a definite result is desired. The study results are used for subsequent research to attain conclusive results for a particular situation. Exploratory studies are conducted for three main reasons to analyze a situation, to evaluate alternatives and to discover new ideas.. A combination of these techniques gives

rise to important exploratory techniques that are Secondary data analysis, Experience surveys, and Focus groups.

➢ Sample size: A Sample of 100 customers. ➢ Sampling technique: Cluster sampling technique.

Procedure – 2.3
The project is divided into two parts one is to analyze the pricing strategies for the

launch of GSM. In this part, secondary data analysis would be done and comparison would be made with the other market players .It would also include collection of primary data by administrating the questionnaire to the cluster of customers. The sample is divided into 5 categories: House wives. Businessmen. Employees. College students. Auto drivers. Effectiveness of the promotions would be concluded by primary data survey of the retailers and the customers.

Limitations -2.4
1. 2.
3.

Sample size is small. Every promotional activity cannot be tracked down. The study was carried within a short span of time from the launch of

GSM.

4.

Major proportion of respondents was unaware of value added

services.

DISCUSSION -2.5

Before the launch of GSM
A)

A survey was done to check the level of awareness among the reliance retailers and another survey was done to know the type of VAS customers. It was a pilot study which was done on the 30 customer .the purpose of the the survey was to find the various value added services used by the customers. The output from this pilot study helped us to form a questionnaire for the retailer & customer survey.

B) A survey was done to check the level of awareness among the Reliance’s

retailers. A visit was made to the 19 Reliance’s web worlds in order to check the awareness among the employee of the R-world. The result helped us to know about the area of improvement. C) Another survey was conducted to find out the retailers response regarding the various GSM operators in Chennai. The main focus of the survey was to find out the market the leader, important features of the different services operator, type of customers using specific brand, commission given by the company, most saleable pack calculated. & visibility of the various brand are

D) A survey was conducted to know the retailer feedback regarding Reliance‘s landline – HELLO. To find out the whether the customer are using it for incoming or for both outgoing & incoming. 50 retailer were participated in this survey

After the launch of GSM
E) Questionnaire were design and methodology was finalized for the customer response survey 100 customer were participated in this survey the main focus of the survey were : 1. To find the response of the customer to the 3 pricing scenario which are ✔ ✔ If local call rate is decreased by 25 p & STD is increased by 25 p.

If local call rate is increased by 25 p & STD is decreased by 25p but sms is decreased by 50p. ✔ No change in the call rates but sms is decreased by 50paisa This question gave us the inside about the various the pricing pattern that can be used & sensitivity of the various pricing combination 2. Another question was framed so that we come to know about the interest of the customer to the various value added services. The customer asked to choose the one of the value added service which they are using or which they would used in future Caller tunes Cricket score Wap services. Ring tunes

Stock portfolio 3. Awareness about the launch of GSM in Chennai 4. Source of information by which the customer gets to know about the offers provided by the various operators. It was the close ended question & customer had to choose one out of the following Sms Word of mouth Internet Television Retailers Posters

PLAN 2 PLAN 1 PLAN3 MRP MRP 75-80 45-50 MRP 95-99 VALIDITY NIL. VALIDITY LIFETIME VALIDITY 10 1. After

the analysis & the feedback from the retailers , these 3 plans TALKTIME 0 20 were chosen for the survey TALKTIME TALKTIME 30 days 2. To find out the visibility of the service provider which reflect kind LOCAL CALLS CHARGES LOCAL CALLS CHARGES LOCAL CALLS CHARGES of promotion they are using F) A visit was in the 240 outlet in Chennai for the display contest & each retailer was evaluated on .JODI SAME NO. .10Rs/min .30Rs/min
. NETWORK TO OTHERS Contest .99Rs/min No. PROVIDER .99Rs/min ALL

Points 20

Conditions

Additional points

TO OTHERS .60Rs/min STD CALL CHARGES STD CALL CHARGES

STD CALL CHARGES TO SAME 1 Rs/min TO SAME contest Rs/min 1.5 NETWORK NETWORK TO SAME 1 Rs/min PROVIDER PROVIDER NETWORK PROVIDER 1.5 Rs/min TO OTHER TO OTHER 1.5 Rs/min TO OTHER 1 Rs/min OPERATORS OPERATORS OPERATORS 2. SMS CHARGES Posters SMS CHARGES SMS CHARGES

1.

SIM pack display

Minimum 20 SIM 2 points for packs displayed to be every additional pack displayed

10

Minimum posters displayed to

10 2 points for be every additional poster displayed

JODI NUMBER .10 SAME NETWORK .50Rs/sms SAME NETWORK Rs/sms 1 PROVIDER PROVIDER Rs/min OTHER LOCAL .25 OTHER LOCAL .50Rs/sms OTHER LOCAL Rs/sms 1 Rs/min NATIOANL .50Rs/sms 3. NATIOANL Creativity 1 Rs/min INTERNATIONAL 5Rs/sms INTERNATIONAL 5Rs/sms

Max 30

Use innovation and earn maximum 30 points.

4.

Mystery Contest

Buyer 20 Recommend Reliance GSM during the random mystery buyer visit and earn points per visit

certain parameter

DATA ANALYSIS - 3.1
After inspecting these 259 retailers what have found on analysis average score was between 50- 70 which represented 70% of the population and 14% fall in the category of 0-30 and remaining 16% fall in the above 100 category.

RESULTS OF THE CUSTOMER SURVEY
➢ EXISTING CONNECTIONS

Interpretation: Out of the 100 customers who participated in survey 43% were Airtel users , 25 % were Vodafone users ,22% Aircel users, 6% were Reliance users and 4% were BSNL users. Reason for Reliance’s low count is because the survey was conducted only after 1 week of the launch of GSM

➢ RESPONSE OF TARIFF PLANS

Interpretation In this question the participants were asked to select one tariff plan out of the three plans. These plans were decided after the retailer’s feedback. On analysis it was found that 66% chose plan 45-50, 24% chose plan 75-80, 10% chose plan 95-99.

RESPONSE TO THE PRICING SCENARIO QUESTION

Interpretation: The customers were given three scenarios: Scenario 1: If local call rate is decreased by .25 Rs & STD is increased by .25 Rs. Scenario 2: If local call rate is decreased by .25 Rs & STD is increased by .25 Rs. Scenario 3: No change in the call rates but sms is decreased by.5 Rs.

On analysis it was found 54% said yes to the scenario one ,46% agreed on the scenario 2 and rest 10 % agreed on the scenario three.

➢ REPRESENTATION OF THE USAGE OF BOOSTER PACKS

Interpretation: In order to check the responses of the customers regarding the booster pack , it was foind that 62% uses booster for rate cutters and 46% donot use booster pack .

RESPONSE ON THE TYPE OF VAS

Interpretation: On the basis of the previous surveys, certain Value added services were mostly known to the customers. Again what we found that 46% are interested in using ringtones, 30% are using and some would like to use caller tunes. And 12 % are wap services.

➢ RESPONSE OF THE NUMBER ONE BRAND IN THE MARKET

Interpretation: From the point of view of customers 40% thinks Airtel is the number one player in the market, 30% thinks Aircel is the number one player. And there perception was based on the network connectivity and offers .

➢ VISIBILITY OF THE BRAND

Interpretation: According to the customers the most visible brand is Airtel with a score of 43% then closely followed by the Vodafone. And represents little share of 5%.

➢ SOURCE OF INFORMATION

Interpretation:

Customers were asked about the source of information for offers. And it was found that retailers are the main source of information for customers and 28% informed that their source of information is word of mouth.

➢ RESPONSES TO THE LAUNCH OF GSM

Interpretation: A question was asked to check the awareness among the customers about the launch of GSM in Chennai .It was found that 67% of people knew about the launch of Reliances GSM in Chennai.

➢ SOURCE OF INFORMATION ABOUT THE VAS SERVICES

Interpretation: It was found that the customers come to know about the VAS mainly from SMS and television.

SURVEY ON VALUE ADDED SERVICES:

Since, Value added service contribute around 5-10 % of the revenue for the reliance’s CDMA. An analysis of the VAS services of all the operators was done and it was concluded that the Vodafone is the number one player as far as value added services are concerned. A short survey was done to know the response of the customers who uses VAS.

A questionnaire was administered on 30 customers out of which 54.5% uses caller tunes,13.64 uses ringtones, 18.18 downloads wall papers,4.54 love messages,4.54 finance,13.64 wap services. This data helped us to frame a questionnaire in order to check the awareness among the reliance retailers. Again, questionnaire was administered, the results are as under:

AWARENESS SURVEY
On a visit to 19 R world stores and retail outlets which were allocated to us, summary of the same is as under: This question was based on subscription of caller tunes, price of caller tunes, and unsubscription of caller tunes. Out of 19 outlets 7 fully informed us about activation,6 partially informed,6 couldn’t inform.

Out of 19 retailers 2 said that leaflet is available and rest 18 said that leaflet are not available.

Next part was to know the number one brand in terms of the retailers, why it was chosen as number, important features of the particular brand, what type of customers uses which connection, profitable brand of customers and most visible brand. Some of the findings are: RANK OPERATORS

1. 2. 3. 4. 5.

Airtel Aircel Vodafone Reliance BSNL

65% informed that Airtel is number one because of network 20% said offers 10 % informed about customer service. 90% said that all brands give same profit to retailers.

This table briefs us about the type of operators and the type of customers using them

The most visible brand is in this order: 1. 2. AIRTEL VODAFONE AIRCEL RELIANCE BSNL 3. 4. 5. Airtel Vodafone ALL TYPES OF CUSTOMERS Aircel STUDENTS Reliance YOUNGTERS BSNL EMPLOYERS, BUSINESSMEN. LOW INCOME GROUP

Visibility was calculated as:
• • •

Fruit board Posters Leaflets

= = =

20 points 10 points 5 points.

Out of the survey the most popular and sellable plans are: Life time of all players Neeyum Naanum Pack of Aircel, RC 49 of Airtel.

SURVEY ON RELIANCE HELLO

A survey was conducted among 50 retailers who sell Reliance Hello Wireless Landline Phone.
No of customers visiting everyday on an average to enquire about Reliance Hello: 54% retailers said 5 to 10 customers enquire everyday.

Customers who actually buy per month: 54% retailers said 0 to 3 customers buy Reliance Hello everyday.

Do you inform about the necessity of recharging within six months. About 70% retailers said yes while about 30% retailers said no.

Do you convey information about plans and tariffs?
About 91% retailers said yes while about 9% retailers said no.

Advantages of Reliance Hello as told by retailers to customers 34% retailers said network, 25% said cheap.

Models available

67% retailers said they have normal model available, 25% said they have both data and normal model.

Stock available 48% retailers said they always keep 3 to 5 sets in their shop, 39% retailers said they always keep 3 to 5 sets in their shop.

Reason for buying Reliance Hello 79% retailers said customers buy Hello to use it for incoming only, 13% retailers said customers buy for both incoming and outgoing.

Technical problems 52% retailers said there are no issues in the set, 30% retailers said there is battery problem in the set.

SUGGESTIONS-3.2

1. The company should promote their Value added services not only the customers but also to their retailers. 2. Brand value of the reliance is low among retailers. To improve that heavy BTL type of promotions is needed.
3. Relations with the retailers have to be improved, which will help the company

to reduce their promotional cost. 4. Visibility of the brand is still not up to the mark when compared with the competitors like Airtel and Vodafone. 5. Customers are price sensitive especially about local calls. So, in order to the increase the market share further rates could be decreased.
6. Distribution network should be improved because many retailers were unaware

of the display contest or they have not received the necessary material like banners, posters.

7. The company should improve their network connectivity as it is the most

important criterion which retains a customer.

CONCLUSION-3.3

Reliance provides best life time offer when compared to other offers available in the market. Visibility of the reliance is still less when compared to other players like Airtel and Vodafone. It is also concluded that the promotion for the launch of GSM is a success as majority of the customers knew about it. Training of the staff is very necessary as it would help n generating more revenue for the Reliance. TAKE AWAYS

  

An overview of the telecom industry. Knowlege about the launch of a product. Exposure to various aspects of marketing like promotions, pricing

and distribution.  Enhancement of communication skills.

Knowledge of competitive strategies and didtribution networks.

QUESTIONNAIRE FOR CUSTOMER’S RESPONSE
1.Which connection are you using? 2. What you would prefer? If local call rate is decreased by 25 p & STD is increased by 25 p. If local call rate is increased by 25 p & STD is decreased by 25p but sms is decreased by 50p. No change in the call rates but sms is decreased by 50paisa 3. Do you use booster pack? If yes which booster pack? 4. Out of the following value added services which you use or would like to use Caller tunes Wap services. Stock portfolio 5. 6. How much you would like to pay if average rate for VAS is Rs30/month As per you which is the most visible brand? Airtel Vodafone Aircel Bsnl Reliance Cricket score Ring tunes

7. Which is the number one brand? And why?

8 . How you come to know about offers? Sms Word of mouth Internet Television Retailers Posters

9. Do you know reliance has launched GSM ? If yes how? 10. By which medium you come to know about VAS services
11. Out of the following which plans you would prefer:

PLAN2 PLAN1 PLAN3 MRP MRP 75-80 45-50 MRP 95-99 VALIDITY NIL. LIFETIME VALIDITY VALIDITY 10 TALKTIME 20 TALKTIME 0 TALKTIME 30 days LOCAL CALLS CHARGES LOCAL CALLS CHARGES LOCAL CALLS CHARGES SAME .30Rs/min .JODI NO. NETWORK .10Rs/min . PROVIDER TO OTHERS .99Rs/min ALL .99Rs/min TO OTHERS .60Rs/min STD CALL CHARGES STD CALL CHARGES STD CALL CHARGES TO SAME TO SAME TO SAME NETWORK NETWORK NETWORK PROVIDER PROVIDER PROVIDER TO OTHER TO OTHER TO OTHER OPERATORS OPERATORS OPERATORS 1 Rs/min 1.5 1 Rs/min Rs/min 1.5 Rs/min 1.5 Rs/min 1 Rs/min

QUESTIONNAIRE FOR RETAILER’S RESPONSE

1. Which plan of the brand do you recommend? And why? 2. Rank the following brands on Overall performance. Airtel Aircel Reliance 3. Why you have chosen this as a number one brand? 4. What are important features of the above brands? 5. Which service provider has cheapest call rates? 6. Which brand is profitable for you?
7. Do you have any issue with the above brands? If Yes, what

Vodafone BSNL

SMS CHARGES SMS SMS CHARGES CHARGES JODISAME NETWORK 1 NUMBER .10 SAME NETWORK .50Rs/sms Rs/sms PROVIDER Rs/min PROVIDER OTHER LOCAL OTHER LOCAL .25 1 OTHER LOCAL .50Rs/sms Rs/sms Rs/min NATIOANL NATIOANL .50Rs/sms 1 Rs/min

are they? 8. Which brand gives best value pack for customers? And which pack? 9. Which plan is most saleable? 10. What type of customers choose the following brands Airtel Aircel Aircel Vodafone BSNL

INTERNATIONAL 5Rs/sms INTERNATIONAL 5Rs/sms

11. Rank the Visible brands (Total score) No. of signage boards , Posters, Leaflets Airtel Vodafone

Aircel Reliance

BSNL

12. Any display contest organized for retailers by any of the brands? 13. Any special offers provided by the companies for the retailers? *signage boards =20 points Posters Leaflets =10 points =5 points (Total score=35)

BIBLIOGRAPHY

Kotler.P.(2007), 12TH Edition,Marketing management, Pearson publication New Delhi. Business Ronald research methods, your ICFAI Centre for management Pushp Print Research,Hyderabad. A.,(2003)Marketing business,1st Edition, Services,New Delhi. Bitner, J. and Booms, B. (1981) Marketing strategies and organizational structures for service firms, in Donnelly, J. and George, W. Marketing, American Marketing Association, Chicago, 1981.
➢ www.ICOAI.com ➢

www.indiacellular.com

➢ www.airtel.in

➢ www.vodafone.in
➢ www.aircel.com

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