“Sales & Promotion of Virgin Mobiles”
Submitted in partial fulfillment of the requirement for the award of

Submitted by:

Under the guidance of:




My Special Thanks and gratitude to Mr. Vinay Kumar Singh (S.M), of Virgin Mobile for his generosity, cooperation and superb guidance that helped me in completion of my project report. I am also thankful to Mr. S.S.Vernekar, for their encouragement and motivation which was a great source of inspiration. I am extremely grateful to Mr.Tarun Mehta (Operation. Manager) and the entire staff of Mobile Store for their cooperation and generosity. Their experience helped me a lot in doing my project.






rapidly changing and highly complex environment characterize by diminishing customer loyalty. Today. the key focus area of much organization is identification of a link between customer 4 .CHAPTER -1 Rationale for the Study In today’s intensely competitive. It is highly imperative for every organization to retain and use valuable information about their customer to enhance their business strategies and product and service offerings. the need to be market –focused and customer centric is more critical than any other time in past.

Its contribution towards GDP is 11% and towards employment is 8%. 5 . satisfaction as the confirmation of expectation has started to be conceptualizing almost as a threshold for customers. However. So it becomes very important for every firm to promote its product otherwise it cannot survive in the market. Although retail industry has existed in our country for centuries but it is only the recent past that it is witnessing such a tremendous growth. Today every firm is facing the situation of cut throat competition. So after agriculture retailing is one of the biggest sources of employment in the country and is one of the largest industries in India. It is the stage from which the product directly goes in the hand of customer and today India is standing on the threshold of retail revolution and witnessing a great change in its retail landscape i. It is attracting the customers with its good services. The delivery of satisfaction is the minimum the customer expects. As the sales promotion techniques are used for the marketing of the product so the research has done in the area of marketing. In Allahabad Mobile Store has created its image in a very short period Mobile store is best outlet for Mobiles and its accessories. from unorganized retailing to organized retailing.satisfaction and performance. These techniques are used in the marketing of product in the last stage which is called retailing. This project is totally focusing on the consumer preferences towards different sales promotion techniques means which sales promotion technique is mostly preferred by the customer in the city of Allahabad (Uttar Pradesh). Most of the customer satisfied by Mobile store services and facilities.e. Retail is growing with an annual rate of 40%.

CHAPTER -2 Objective of the Study Project Title: “Sales and Promotion of Virgin Mobile in mobile Store in Allahabad” Objective of project: Primary objective: 6 .

 Analyze the consumer buying behavior at Mobile Store.  To know the reason for the loss of inventory.  To enhance the sale of Virgin Mobile in Mobile Store.  To study the effect of event and promotion. Atlantis Mall Allahabad Purana Katra.  Time frame-there is limited time of two months June to August 2009.  To find out the satisfaction level of the Virgin mobile customers at Mobile Store.  To make various suggestion on the improvement of Virgin Mobile in Mobile Store. To study the customer awareness about Virgin Mobile in Mobile Store. 7 . Scopes:  Study is restricted to various parts of Allahabad which include: LGF. Secondary objectives  To analyze the customer buying behavior.

CHAPTER -3 Profile of the Company 8 .

VAS etc all under one roof. with state of the art technology. The heads CEO and Store first Director.About The Mobile Store: Mr. Competitive Prices and Handset Repairs. Mobile India's countrywide chain of telecom retail outlets. multi brand handsets. thus covering virtually every major town in every state across India. Limited. set to introduce a pan-Indian network of retail telecom outlets..The Mobile Store currently has more than 1050 outlets and the vision is to have a network of 2500 stores by 2010 across 650 cities.800-1000 square feet and Corner-150-200 square feet.1000-1500 square feet. Key thrust areas for the retail format are: Comprehensive Product Range. Knowledgeable Store Staff & Interactive Environment. the stores also offer connections (pre paid and post paid). accessories and VAS including the latest ring tones. with smaller formats located primarily in large malls. The Mobile Store offers complete telecom solutions right from handset purchase to the choice of service operator and miscellaneous services like monthly bill collections etc. wallpapers and gaming and prompt after sales 9 . Rajiv Agarwal. The Mobile Store offers a world class shopping environment. Medium. repairs. The Mobile Store caters to the Indian consumer's choice of the widest and most comprehensive range of mobile phones with special offers from all the key brands available across the globe. "The Mobile Store" is an Essar Group venture. The Mobile Store outlets are in three formats: Large . accessories. connections. The Mobile Store format is a one stop mobile solution shop that provides.

Fly. Sony Ericsson. data transfer etc. HTC and Blackberry are available at the store. I mate. LG. Nokia. Samsung. Lifestyle Fashion phones. The Mobile Store has undertaken an extensive training program to equip all its employees with indepth knowledge of the products and brands available at the store. The Mobile Store has also tied up with all leading operators 10 . Sony Ericsson. Dopod. Motorola.Special offers. The Mobile Store has categorized its mobile device offerings into consumer segments keeping in mind the profiles and needs of different consumers.PDA & Smart phones. Value for Money . Emails. All major handset brands like LG. HP. available not only in the city of purchase but in all The MobileStore outlets across the country. Vodafone. games. Dopod. I Mate. camera. Motorola. The unique segments available in The Mobile Store The Mobile Store are: Business . Sagem. Look and elegance. Sagem.service. BPL. Tata Indicom. thereby allowing them to provide the right kind of guidance to the customer. discounts and budget phones. Idea. MTNL/BSNL and Reliance. Fun .Multimedia & music. wacky ring tones and wallpapers. All major handset brands like Nokia. Fly. The Mobile Store has also tied up with all leading operators including Airtel. HP. Samsung.. HTC and Blackberry are available at the store.

BPL. Idea. from marketing and customer understanding point of view. INTRODUCTION-WHY VIRGIN MOBILE? In Indian mobile market. Vodafone. Creating a niche brand and promoting it to specific customer segment with proper marketing has been the key success factor for virgin mobile across the globe. keeping the Indian youth as its target customer segment. 3) Increased use of data services in future due to technological advancements. Virgin mobile is a unique player based on its business model and strategy. 11 . MTNL/BSNL and Reliance. The idea behind targeting this segment can be found inherited in virgin’s business model. It is the only service provider which does not hold any bandwidth and mobile setup infrastructure but uses Tata Teleservices spectrum and is penetrating market totally on its branding and marketing strategy. UNDERSTANDING VIRGIN’S BUSINESS MODEL: Virgin has promoted itself as the brand for young India. 2) Future projection of increasing young and working population of India as 65% of overall population by 2020. TataIndicom.including Airtel. The different marketing perspectives are explained in fig 1. So. the future profit strategy is maximizing profit margins through data services and it is youth segment which provides maximum data service revenues. The salient features of Virgin’s business model from customer perspective are: 1) With intensive competition and reducing voice tariffs. So. the profit margins for voice service are decreasing day by day. this is a very unique company to study.

virgin is targeting specific segment with tailor made plans keeping its long term goals in mind. NETWORK Tata Teleservice s DISTRIBUTION CHANNEL Bluedart Online selling Retail Access Samsung VIRGIN MOBILE BRAND COMMUNICATING VALUE PROPOSITION Fig Paid Youth 50 paisa Young & incoming 1: Creating Virgin brand through various market channels centric STD Vibrant calls advertiseme website nts Value VBYTES added services PRODUCT DESIGN COMMUNICATING THE VIRGIN BRAND: 12 . in mobile sector where all other players are trying to provide similar service to different customer segments.So.

They are: a) “Think Hat ke” advertisement campaign targeting youth b) Red and vibrant website look with youth focused language (Fig 2) c) Tailor made plans for young segment d) Getting paid for incoming calls: a source of recharge option for youth Fig 2. Virgin Mobile website depicting youth flavor TARGET MARKET: 13 .Virgin mobile has communicated itself as the youth oriented brand of India through various communication channels.

some of them are1) Providing services which were not offered so far a) Get paid for incoming calls. b) 50 paisa for all calls across the country. Though young subscribers constitute only 30 percent of the total mobile subscribers. 70 million own a mobile phone and this segment is expected to add another 50 million new subscribers in the next three years. 14 . The distinct mobile phone usage habits of the young users provide a huge advantage to Virgin Mobile. The usage of SMS. They make more and longer out-bound voice calls. By 2010 this group is expected to contribute 60-70 percent of total revenues. which means huge billing potential for service providers. they anticipate to achieve a subscriber base of 5 million in next three years and will make profit afterwards they will be able to break even in three year or so. mobile shopping and other value added services like ring tones. According to the patron. Out of this. Moreover young users have a short handset up gradation cycle-under 12 months as compared to two years for people above 25 years of age. They understand the fact that they cannot start making profit from day one neither they have plans for it.” Company targets only 10% of the above mentioned segment and have plans to acquire and retain them by various innovative propositions. CUSTOMER ACQUISITION AND RETENTION STRATEGIES: The company knows that they are trying to position themselves into a very established and competitive market. targets Indian youth aged between 14 and 25 years. etc are very high in this group which again provides a huge opportunity to be tapped.The Virgin Mobile Brand. data services in the form of mobile internet. There are 215 million people in this age group. wallpapers. they contribute more than 50 percent of the revenues of telecom industry. Sir Richard “We want to deliver a more tailored and relevant offering for a single segment. caller tunes.

e) Tailor made customized plans without any hidden charges. quality of signals is not only comparable but better than most of the service providers. b) Boring customer care services telling you are in queue. Company is providing the best prices in whichever plan you go. d) Extensive data service offers in the form of vbytes. d) No jammed or bad network coverage. VALUE CREATION THROUGH PRODUCT DESIGN: Various steps that Virgin is taking to add value to the customer are on price. on technology front it is the first in India to go for one-touch VAS access from every Virgin Mobile. f) No monthly bills.c) A brand truly meant for the young India which is reflected at each & every touch point. recharging and everything. purchasing phone. quality. 2) Providing services which others are not providing meticulously a) Easy to change the handset from a wide range of handset providing at very reasonable prices. MARKETING MIX: 15 . f) Go online facility for enquiry. c) One customer care officer dedicated for all queries of one customer leading to transparency. g) One touch VAS access from every virgin mobile. technology and social front. e) Excellent value added plans.

The strategy of selective distribution helps the company gain optimum market coverage and more control but at a lesser cost than intensive distribution. FM radio and include one touch access for V bytes-Virgin Mobile’s VAS portal. Croma etc. Place: The focus of Virgin Mobile on customer acquisition has so far been in the top 60 cities of India and is set to extend to more cities. The company surprised the readers of a leading Indian daily when all the headlines on the front page were in the colour red. Selective Distribution: Virgin mobile has selected some retail outlets to distribute its products. RPG Cellucom.The call tariff is very nominal which is 50p per call both local and STD subject to terms and conditions. Price: The handsets are priced in the range of Rs2000-5000. Product: Virgin Mobile offers six RUIM enabled handsets with colour screen. V Billing is available across 15. It does not follow the strategy of intensive and exclusive distribution. Virgin Mobile has used a very vibrant colour to relate itself with the targeted market. Virgin Mobile launched a new mobile handset v Billing on 7 July 2008. Hotspot. Apart from traditional media. internet and outdoor youth centric advertising has been used wisely to attract the targeted audience. The product is available across a host of modern retail outlets The Mobile Store. Promotion: Virgin Mobile entered the Indian market in grand style. DISTRIBUTION CHANNEL: Virgin mobile makes its products available to the customer by both retail stores and online distribution.000 outlets nationally and over 1000 modern 16 .The marketing mix is the combination of marketing activities that an organisation in so as to best meet the needs of its targeted market.

retail outlets including The Mobile Store, Univercell, Croma, Convergem, Big C, Vishal Mega Mart, Vijay Sales and Sangeetha to name a few. Apart from this, the handset will also be available in 34 kiosks in high traffic malls across the country. Online Distribution: Virgin Mobile India has announced that customers can now buy Virgin Mobile branded products and services online. They just need to select the handset, plan and number of their choice by filling an online form. Post the payment transaction, handsets will be delivered to the customer within 24 - 48 hours and the requisite documents for proof of identity will be collected in person. Customers taking advantage of online shopping will also be offered additional talk time, extra messages as well as other freebies.

Disintermediation and re-aggregation: The different features of the online distribution are stated as follows: • • •

Intermediary becomes redundant as customer buys directly from the firm using web technology. Customization becomes easier and feasible which adds to the customer value. Re-aggregation occurs in the sense that companies today encourage customers to lodge their complaints or send their queries on the net. These are then routed to another site where they are dealt with immediately in a seamless manner. So it helps in improving the overall efficiency of the channel.

For the delivery of the ordered products Virgin Mobile has tied up with Blue Dart.


Virgin Mobile has entered into a very competitive industry where Airtel, Vodafone and Reliance are the dominant players. Virgin Mobile faces stiff competition from Reliance CDMA phones. Virgin Mobile have taken a ‘hatke’ route and launched the brand in the youth segment. The tie up with Tata Teleservices enables it to fight competition as the network quality of Tata Teleservices was ranked first by DOT. The company is spending huge chunks of money to promote their VAS services and it would be interesting to watch out what Virgin Mobile plans to offer.




Marketing is a societal process which discerns consumers' wants, focusing on a product or service to fulfil those wants, attempting to move the consumers toward the products or services offered. Marketing is fundamental to any businesses growth. The marketing teams (marketers) are tasked to create consumer awareness of the products or services through marketing techniques. Unless it pays due attention to its products and services and


the mix of the four "Ps" must reflect the wants and desires of the consumers or Shoppers in the target market. Marketers depend on insights from marketing research. marketing is the process of creating or directing an organization to be successful in selling a product or service that people not only desire. Unless it pays due attention to its products and services and consumers' techniques. Trying to convince a market segment to buy something they don't want is extremely expensive and seldom successful. Two major factors of marketing are the recruitment of new customers (acquisition) and the retention and expansion of relationships with existing customers (base management). Marketing theory and practice is justified in the belief that customers use a product or service because they have a need. organization first determines what its potential customers desire. Essentially. enhancing the benefits that sold the buyer in the first place. base management marketing takes over. Marketers hope that this 20 . and improving the product/service continuously to protect the business from competitive encroachments. The process for base management shifts the marketer to building a relationship. nurturing the links. to determine what consumers want and what they are willing to pay for. both formal and informal. or because it provides a perceived benefit. and then builds the product or service. Unless it pays due attention to its products and services and consumers' selling. For a marketing plan to be successful. or customer-focused. Therefore good marketing must be able to create a "proposition" or set of benefits for the end customer that delivers value through products or services. Unless it pays due attention to its products and services and consumers' techniques. It is also concerned with anticipating the customers' future needs and wants. which are often discovered through market research. but are willing to buy. A market-focused.consumers' techniques. Once a marketer has converted the prospective buyer.

In particular. the activities encompassed by the marketing function are led by a Vice President or Director of Marketing. particularly psychology. "Marketing is an organizational function and a set of processes for creating. The American Marketing Association (AMA) states. it aims at generating a competitive advantage relative to its competitors. Two levels of marketing- Strategic marketing attempts to determine how an organization competes against its competitors in a market place. communicating and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders. 21 . It is also an area of activity infamous for re-inventing itself and its vocabulary according to the times and the culture. Marketing is a wide and heavily interconnected subject with extensive publications. The offer is also an important addition to the 4P's theory. Anthropology is also a small. it is also related to many of the creative arts. Marketing management is the practical application of this process. have a Chief Marketing Officer position. Within most organizations.process will give them a sustainable competitive advantage. Market research underpins these activities. sociology.[1] Marketing methods are informed by many of the social sciences. A growing number of organizations. but growing influence. reporting to the Chief Executive Officer. Through advertising.". and economics. especially large US companies.

time. guarantees. Professor Neil Borden at Harvard Business School identified a number of company performance actions that can influence the consumer decision to purchase goods or services.  22 . the Four Ps. Products are often developed to meet the desires of groups of customers or even. as well as to satisfy the customer with prompt services and meeting the customer expectations. The scope of a product generally includes supporting elements such as warranties. Four Ps . for specific customers. Jerome McCarthy. suggested that the Marketing Mix contained 4 elements: product. in professional usage the term has a wider meaning which recognizes that marketing is customer-centered. also at the Harvard Business School in the early 1960s. and support. have passed into the language. price. Jerome McCarthy divided marketing into four general sets of activities. place and promotion. Borden suggested that all those actions of the company represented a “Marketing Mix”. and how it relates to the end-user's needs and wants. E. "marketing" is the promotion of products. However.   Pricing: This refers to the process of setting a price for a product. The four Ps are:  Product: The product aspects of marketing deal with the specifications of the actual goods or services. In popular usage.In the early 1960's. Operational Marketing includes the determination of the marketing mix (4 Ps).Operational marketing executes marketing functions to attract and keep customers and to maximize the value derived for them. including discounts.g. His typology has become so universally recognized that his four activity sets. in some cases. Professor E. especially advertising and branding. energy. e. psychology or attention. The price need not be monetary .it can simply be what is exchanged for the product or services.

and personal selling. Nevertheless. etc. point of sale placement or retailing. Industrial products. which geographic region or industry. suggests that one of the greatest limitations of the 4 Ps approach "is that it unconsciously emphasizes the inside–out view (looking from the company outwards). Sales promotion-Promotion involves disseminating information about a product. Promotion: This includes advertising. This fourth P has also sometimes been called Place. or company. whereas the essence of marketing should be the outside– in approach". [1] which a marketer can use to craft a marketing plan. 1988). brand. retail). or company. business people). high value consumer products require adjustments to this model. Relationship marketing attempts to do this by looking at marketing from a long term relationship perspective rather than individual transactions.g. for example. public 23 . Sales promotion is an important component of a company's marketing communication strategy along with advertising. online vs. It is one of the four key aspects of the marketing mix. to which segment (young adults. These four elements are often referred to as the marketing mix. Morgan. As a counter to this. Industrial or B2B marketing must account for the long term contractual agreements that are typical in supply chain transactions. brand. publicity. product line. Services marketing must account for the unique nature of services. sales promotion.  Placement (or distribution): refers to how the product gets to the customer. in Riding the Waves of Change (Jossey-Bass. referring to the channel by which a product or services is sold (e. the 4 Ps offer a memorable and workable guide to the major categories of marketing activity. services. families. as well as a framework within which these can be used. branding and refers to the various methods of promoting the product. The four Ps model is most useful when marketing low value consumer products.

And third. one must differentiate between sales promotion and other components of the marketing mix. or the effort of the sales force. free trials.relations. branded give-away merchandise. Three issues clarify sales promotion. In order to understand the basic role and function of sales promotion. and the sales force. sales promotion is a marketing activity that adds to the basic value proposition behind a product (i. fosters an immediate sale. First. returns a tangible or real value. Sales promotion stems from the premise that any brand or service has an established perceived price or value. 24 . Sales promotion usually operates on a short timeline. selling effectiveness. The idea of contribution to profitability may be confusing. sales promotion may be directed either at end consumers or at selling intermediaries such as retailers or sales crews. Sales promotion is believed to change this accepted pricevalue relationship by increasing the value and/or lowering the price. resellers. getting more for less) for a limited time in order to stimulate consumer purchasing. the "regular" price or some other reference value. demonstrations.. It is simply the ratio between what is spent on a promotional mix compared to the direct profitability generated by that expenditure. three audiences can be targeted by sales promotion: consumers. and pointaccumulation systems. unplanned purchases may be directly related to one or more sales promotion offers. A few exceptions to the above characteristics do exist. As this definition indicates. uses a more rational appeal. a sweepstakes might use a very emotional appeal. At its core. and contributes highly to profitability. while a businessto-business ad may be very rational. sales promotion as a competitive weapon provides an extra incentive for the target audience to purchase or support one brand over another. sales promotion ranks in importance with advertising and requires similar care in planning and strategy development.e. coupons. For example. For example. limitedtime discounts. rebates. bonus-size packaging. and personal selling. Second. This last factor distinguishes sales promotion from other promotional mix tactics. Familiar examples of consumer sales promotion tools include contests and sweepstakes.

often with high frequency. TV. product placement. sales promotion. direct mail.Promotion is generally sub-divided in the textbooks into two parts: • Above the line promotion: Promotion in the media (e. newspapers. public relations.g. geographically dispersed audiences. trade shows Marketing Communication- Reaches large. Much of this is intended to be subtle enough that the consumer is unaware that promotion is taking place. sponsorship. Internet) in which the advertiser pays an advertising agency to place the ad • Below the line promotion: All other promotion. E. Dramatizes 25 . Low cost per exposure. though overall costs are high. endorsements. Consumers perceive advertised goods as more legitimate. merchandising.g. radio. personal selling.

boosts sagging sales. Very believable. Sales force represents a long-term commitment. Attracts attention. Most expensive of the promotional tools May be targeted at the trade or ultimate consumer. Most effective tool for building buyers’ preferences. news features. Relatively inexpensive (certainly not 'free' as many people think--there are costs involved) Many forms: Telephone marketing. Dramatizes company or product. direct mail. etc. etc. Short-lived. one-way communication. Builds brand image. Stimulates quick response. dramatizes offers. etc. contests. and actions. Four distinctive characteristics: Non-public. convictions. events and sponsorships. online marketing. Customized. Impersonal.company/brand. Expensive . may stimulate short-term sales. offers strong purchase incentives. Often the most under used element in the promotional mix. Why Telecom Industry? 26 . Not effective at building longterm brand preferences Highly credible. Buyers are more attentive. Makes use of a variety of formats: premiums. Well-suited to highly-targeted marketing efforts. Personal interaction allows for feedback and adjustments.. Relationship-oriented.. Reaches many prospects missed via other forms of promotion.. Immediate. coupons. Interactive. Many forms: news stories.

91 million(as on May 09) subscribers is second largest network in the world after China. The tele-density of the Country has increased from 18% in March 2006 to 38. In telecom industry. one of the highest in any sector of the Indian Economy. Abolition of Access Deficit Charge (ADC). Recent things to watch in Indian telecom sector are: • • • • • 3G spectrum auctions Mobile Number Portability(MNP) Implementation New Policy for Value Added Service Due to technological advancement and increase in traffic. India is also the fastest growing telecom market in the world with an addition of 1012 million monthly subscribers. 27 . showing a stupendous annual growth of about 50%. India has emerged as a major base for the telecom industry worldwide. The Department of Telecommunications has been able to provide state of the art world-class infrastructure at globally competitive tariffs and reduce the digital divide by extending connectivity to the unconnected areas.Indian Telecom industry is one of the fastest growing telecom markets in the world. service providers are the main drivers.88% in May 2009. Today the Indian telecommunications network with over 452. whereas equipment manufacturers are witnessing growth and decline in successive quarters as sales is dependent on order undertaken by the companies.

It is necessary for a researcher to 28 . In it we study the various step that are generally adopted by researcher in studying his research problem along with logic behind them.CHAPTER -5 RESEARCH METHODOLOGY Research Methodology Research methodology is away to systematically solve research problem.

The main objectives of the study are: 29 . Researcher should know how to apply particular research techniques. Research problem definition involves specifying the information needed by management. To decide objective of the study To decide research design & application To decide source of data collection To decide from of data collection To organize & collect data To process & analyze report To prepare the research report 1. It may be noted.know not only the research method/techniques but also the methodology. but they also need to know which of these methods or techniques. In fact research is an act of Scientific investigation. are relevant and which are not. in the context of planning & development that the significance of research lines in its quality and not in quantity.”The project was divided in to the following steps. and what would they mean and indicate and why? Meaning of Research “Research is common parlance refers to a search for knowledge. Problem definition is the most critical part of the research process. To decide objective of the Study:This step is also research problem.

2. To Creating the Awareness of Hotel Pristine Inn in among Corporates in Pune. Questions can be open-ended or closed-Ended.A questionnaire consists of questions presented to respondents for their answers.Marketing researchers have a choice of three main research Instruments in collecting primary data:  Questionnaires: . To decide research design & application:Research design involves defining the research problem.  To find out the level of customer satisfaction with the offers. For this study. the questionnaire is by far the most common Instrument used to collect primary data. and experiments. determining how to collect the data and from whom. behavioral data. surveys. 30 . establishing the way the data will be analyzed estimating costs and the preparation of the research approach.Primary data can be collected in five main ways: through Observation. 3. Reason for selecting primary data:In terms of primary data a questionnaire has been used to interview desire sample units that give accurate and up to data information as well better to research problem. Research approaches: . To decide Source of data there are two source of data  Primary Data  Secondary Data Primary data:Primary data is the original data collected specifically for the problem. discount and services offered by Pristine Inn. Research instruments:. Because of its flexibility. focus groups. descriptive research was selected.

it is clear useful to study analyzing the recent development in the telecom industry.  Mechanical devices: -Mechanical devices are occasionally used in marketing research .Some marketers prefer more qualitative methods for gauging consumer opinion because consumer actions do not always match their answers to survey questions.Telephone interviewing is the best method for gathering information quickly. The response rate is typically higher than in the case of mailed questionnaires. Mail questionnaires require simple and clearly worded questions. Reason for selecting secondary data:Secondary data can be gathered quickly and inexpensively. and they are a creative means of ascertaining consumer perceptions that may otherWise be difficult to uncover. compared to primary data.The mail questionnaire is the best way to reach people who would not give personal interviews or whose responses might be biased or distorted by the interviewers. Secondary data:Data potentially useful in solving a current problem but that were collected for a different purpose. the interviewer is also able to clarify questions if respondents do not understand them. 31 . Qualitative measures: . Qualitative research techniques are relatively unstructured measurement approaches that permit a range of possible responses.Once the sampling plan has been determined.  Telephone interview: .Mechanical devices like galvanometers measure the respondent’s interest or emotions aroused by exposure to a specific ad or picture. the marketing researcher must decide how the subject should be contact:  Mail questionnaire: . Contact methods:.

 Online interviews: . Because information from different customers was required. Personal interview: .There is increased use of online methods. 5. The interviewer can ask more questions and record additional observations about the respondent. and often a small payment or incentive is offered. researcher can include a questionnaire on its Web site and offer a people to answer the questionnaire. In arranged interviews. From all the targeted customers. There can be two types of survey are possible.Personal interviewing is the most versatile method. To organize & collect data:Once the researcher has formulated and development a research design including questionnaire second thing he has to decide whether he has to collect the information. In this method. Intercept interviews involve stopping people at a shopping mall or busy street corner and requesting an interview. Personal interviewing takes two forms. such as dress and body language. There are so many ways to use the Net to do research. respondents are contacted for an appointment.  Sample Survey  Census Survey “For this project sample Survey was chosen” Characteristics of the sample survey are: It is cheaper than census survey  It requires less time  It is economical 32 .To decide from of data collection:For this project survey method was selected which was carried through person interview. 4.

A circle divided in to sections. Types of Research Along with this there may be 3 type of research methodology these are :They are – Exploratory Research Descriptive Research Casual Research 33 . analyzed and interpreted to the conclusion reach. 6. Techniques Applied Bar Chart:.A chart in which the length of the bar represents the amount of the item associated with the bar. More detail information can be collected  Deciding the sample plan requires following decisions  Sample unit “Who is to be surveyed” Sample Sample is the true representation of the population by studying of the sample we can predict the behavior of the population. the survey was done within the market that means probabilistic convenience Sampling was carried out. Sample Size: 250 (in this case) Method of Sampling:In this project. Pie Chart:. such that each section represent the percentage of the total area of a circle associates with one variable. To process & analyze data:After the data was collected it was tabulated.

Now after collection data we have to interpret those data for any suggestion.“Our research is based on the exploratory research.” Exploratory Research “The objective of this research is to gather preliminary information that will help us to define the problem and to suggest any hypothesis. 34 .” Which means first we have to define the problem and research objective? Then we have to develop the research plan for collecting information.

CHAPTER-6 DATA ANALYSIS & INTERPRETATION Proximity of Service Center Table No.1 Customer’s Opinion Excellent Very Good Good Average Poor 35 Percentage Responded 3% 30% 37% 23% 7% .6.

1 Data Analysis The analysis shows that there is 3% Customer’s opinion for excellent.2 Customer’s Opinion Excellent Very Good Good Average Poor Percentage responded 33% 53% 7% 7% 0% Figure No.6. it increase the customer relationship and also increase the sales of the company. of customers those are satisfied with the services.Figure No. User friendliness of delivery Point Table No.37% for good and there is also 23% opnion is average and 7 % for poor. 30% for Very good.2 36 . Data Interpretation Virgin has a large no.6.6.

Data Interpretation Virgin has friendliness of delivery point.Data Analysis By the analysis we conduct that there is 5% for the excellent.6.6.7% for good and also 0% for poor. Service Time Table No.3 Customer’s Opinion Excellent Very Good Good Poor Percentage Responded 19% 34% 27% 20% Figure No. Virgin Mobile use effective techniques for take attention of customer’s.3 37 . 25% customer’s opinion for very good.

Data Interpretation Virgin makes the huge no of satisfied customers by its services.4 38 . 27% for average also there is 20% response for poor. 47% for good.4 Customer’s Opinion Excellent Very Good Good Poor Percentage Responded 19% 34% 27% 20% Figure No. It is helpful to increase the customer relationship and also for the sales of the company.6.Data Analysis By the analysis there is 3% response for excellent and very good. Availability of Customer Care Table No.6.

by this customer can easily find the solution of the problem.6. Data Interpretation Virgin mobile has very good and huge customer care service.5 Customer’s Opinion Excellent Very Good Good Poor Percentage Responded 19% 34% 27% 20% Figure No. 39% good and also there is 20% for poor.Data Analysis There is observed by the analysis that 18% opinion for excellent. Quality of Service by Customer Care Table No.6.5 39 . 23% for Very good.

6.6 40 .6 Customer’s Opinion Excellent Very Good Good Poor Percentage Responded 17% 36% 26% 21% Figure No. 27% good and also for 20% poor Data Interpretation Virgin Mobile has good quality of customer care Services.6. it makes the good relationship between the company and customer. where customer gets the quick response of his queries. 34% very good. Network Quality Table No.Data Analysis By the analysis there is 19% response for excellent.

Data Analysis The analysis shows that there is 17% response for excellent. 36% for very good.6.7 Customer’s Opinion Excellent Very Good Good Poor Figure No. of customers those are highly satisfied with the network quality of virgin mobile.6. Overall Satisfaction Level Table No.7 Percentage Responded 12% 38% 28% 22% 41 . 26% for good and also 26% response for poor. by the analysis it is found that there is large no. Data Interpretation Virgin mobile has good network quality.

Data Interpretation Virgin has large no. But in rural area virgin is not so much successful.28% response for good. 6. of satisfied customers by its services and offers.8 42 . and also 22% response for poor.8 Customer’s Opinion Yes No Percentage Responded 90% 10% Figure No.38% for very good.6.Virgin Connection Table No.Data Analysis By the analysis there is 12% response for excellent. .

Data Analysis By the analysis we come to conclusion that 10% of customer base is using virgin connection and 90% other network. Data Interpretation There is less no of virgin mobile user in the Allahabad.9 Reasons Price Mobile handset compatibility Mobile Service of friends and relatives Free extra services like internet.6. so there is large no of other network user. down Others Percentage Responded 42% 33% 12% 6% 7% 43 . Which is the most important factor while using Mobile Service Table No.

9 Data Analysis By the analysis we conduct that there is 42% for price. 33% for mobile handset compatibility. 6% for free extra service like internet download. 12% for mobile service of friends and relatives. Data Interpretation There is large no of customer price conscious and they prefer handset compatibility like GSM or CDMA.6.7% for others.6. Which is the most cost effective Brand? Table No.10 Brand Virgin Reliance Tata Indicom Aitel Vodafone Percentage Responded 21% 24% 7% 24% 24% Figure No.10 44 .Figure No.6.

6. Are you aware of virgin’s 50 paisa STD Plan Table No.11 Customer’s Response Yes No Percentage Responded 68 32 Figure No. 24% for Airtel.Data Analysis The analysis shows that there 21% for virgin.11 45 .6.24% for Vodafone. Data Interpretation By the analysis it is founded that virgin is most cost effective brand.24% for reliance.7% for Tata Indicom.

Data Interpretation There is average awareness of virgin mobile 50 paisa STD plan.Data Analysis By the analysis there is 68% response for yes and 32% response for no.12 Awareness Yes No Percentage Responded 88% 12% Figure No. Are you aware of virgin’s paid incoming call plan ? Table No.6.6.12 46 .

will you like to switch to virgin ? Table No.6.6.13 Customer’s Opinion Yes No Can’t Say Percentage Responded 14 32 54 Figure No.13 47 .Data Analysis By the analysis there is 88% response for yes and 12% response for No. If not a virgin customer. Data Interpretation There is highly awareness of virgin mobile paid incoming call plan.

13 48 .Data Analysis By the analysis there is 14% response for yes and 32% response for no and 54% for can’t say.6. Data Interpretation There is low customer response for switch to virgin mobile because of the CDMA compability. What is the main problem going for virgin mobile? Table No.14 Problems CDMA Technology Limited Handsets Price Switching from existing handset Others Percentage Responded 36% 42% 8% 10% 4% Figure No.6.

49 .

Data Interpretation There is huge response for CDMA Technology Problem and also for Limited handsets. 4 % for others. 42% for Limited handset. 10% for Switching from existing handset. 8% for Price. 50 .Data Analysis By the analysis we conduct that 36% response for CDMA technology.


Virgin Mobile use effective techniques for take attention of customer’s. of satisfied customers by its services and offers.  Virgin has large no. by this customer can easily find the solution of the problem.  Virgin has friendliness of delivery point. 52 .  Virgin mobile has very good and huge customer care service. But in rural area virgin is not so much successful.  Virgin is most cost effective brand.  Virgin has a large no. of customers those are satisfied with the services.Findings  Virgin comes only CDMA features. it increase the customer relationship and also increase the sales of the company.


 The result of the study is applicable to the survey area only. 54 .Limitation  It was assumed that the information given by the respondents is authentic and best of their knowledge.  Some of the view given was completely views by customers as they were in a hurry and were not considered in the data analysis.  Time and Money is also one of the important limitations.  Dull process and unwilling respondent also affect the result of the study.

CHAPTER-9 Conclusion & Recommendation 55 .

Taking into account the tele-density of 38.  This satisfaction can be concluded by the response of customer in the questionnaires. Day by day Virgin is improving his reputation to other Mobile network.88% there is still unexplored market. Airtel. loud speaker phone for illiterates and so on. Most of the customer satisfied by Virgin mobile services and facilities. The competition is fierce with around 10 Service providers in most of the 18 circles and also the implementation of MNP.  It is attracting the customers with its good services.Conclusion of the Study Telecom industry is seeing a rise as the trend goes and has potential for growth. Thus there is intense competition in the market but at the same time scope for development in rural areas. Idea and Vodafone have taken up initiatives to provide customized connections to Rural customers like Motor pumps control system. 56 . In a few words Telecom sector has a lot of scope for growth and the customers at the same time have the benefit to choose from a wide range of service providers offering various plans targeted to specific customers  It can be said that Virgin has created its image in a very short period in Allahabad. The service providers have to be different and have to stick to strict service norms and provide excellent customer service in order to hold on to the market share.

 In order to enhance customer satisfaction.  Solving existing non-compatible handset problem and better communication to inform latest pricing strategies will lead to substantial increase in consumer base for virgin mobile.Recommendations:  Virgin should try to promote its latest plans like 50 paisa STD calls in advertisements.  Virgin should try to tap 14% of customer base who want to switch to virgin but not able to switch because of existing non-compatible handset.  Making customers aware about latest pricing will increase its market share in terms of cost effectiveness. 57 . time gap between services sought and delivered should be minimized.

Q.No. highly satisfied and 1 being poor i. How well does the customer care respond to the queries of the customer? 1 2 3 4 5 6. with 5 representing excellent i.Appendix Questionnaire for the Virgin Customers: Please fill this questionnaire and rate Virgin Mobile on the following aspects from 1 to 5.e. How is the Network quality? 1 2 3 4 5 7. How accessible is the customer care on phone? 1 2 3 4 5 5.No.2: Is the delivery point user friendly? Ans : 1 2 3 4 5 3.1: how is the proximity of the service centre? Ans: 1 2 3 4 5 Q. How satisfied are you with time gap between services sought and delivered? 2 3 4 5 4. The overall satisfaction level with Virgin Mobile? 1 2 3 4 5 Name: Address: Contact No: 58 .e. highly dissatisfied.

will you like to switch to virgin? a) Yes b) No c) Can't say 7. downloads 3.Please fill this questionnaire and help us in finding target customer’s expectation from the firm.Questionnaire for target customer’s expectation: Note: . Please select the option which according to you is most suitable: 1. If not a virgin customer. Which is the most cost effective brand in mobile service? a) Virgin b) Reliance c) Tata Indicom d) Airtel e) Vodafone f) Idea g) Bpl h) Don’t know 4. Are you aware of 50 paise national call plan of virgin mobile? a) Yes b) No 5. Are you aware of paid incoming call facility by virgin mobile? a) Yes b) No 6. Which is the most important factor while using a mobile service? a) Price relatives b) Mobile handset compatibility c) Mobile service of friends and e) Others d) Free extra services like internet. Do you own a virgin mobile connection? a) Yes b) No 2. Why you do not want to go for virgin mobile? a) CDMA technology b) Limited Handset c) Price d) Switching from existing handset e) Others 59 .

Research Methodology 1993 C. Fundamentals of Statistics 1992 D.Elhance Present Edition.R. www. mobilestore.com 60 . REFRENCES 1.google. Website of www.Kothari Second Edition.BIBLIOGRAPHY Name Of Book year Name Of Author Edition & Marketing Management 1992 Paramhans Foundation First Edition.virginmobile. Website of www.N. Marketing Management 1999 Philip Kotler Tenth Edition.com 3.com 2.