Marketing Research

Proposal
PREPARED BY: ASWATHY UMASANKAR, VITHIKA VENUGOPAL NAIR,
VISHNU NANDAKUMAR, LAXMI JOSHI
TABLE OF CONTENT
Introduction................................................................2
Research objectives.................................................3
Research Design........................................................3
Information Areas.....................................................4
Target Groups.............................................................5
Data collection............................................................6
INTRODUCTION
Client Z is the market leader with 22% share of the telecom industry. Over the last few
years mobile phone usage and penetration has increased substantially amongst lower
SEC classes and in smaller towns. Competition is also increasing so client z is offering
different offers to attract customers.
In 2005, they introduced a lifetime prepaid offer with one time payment of Rs. 999, the
subscriber could get lifetime validity on the mobile connection.
And again in 2006 they introduced another offer ‘Key prepaid connection’ Under this
plan by paying Rs.99/- per month in 12 easy installments, a Client Z mobile user can
continue to receive calls for a lifetime without having to recharge or worry about the
validity period of the coupon.
After that client Z thought to conduct a market research exercise to understand the
market response to the plan.
It wants to assess the customers’ response to the plan, in terms of its relevance,
attractiveness, competitiveness, when they are briefed by the salesperson, what kind of
queries and doubts they have and what is the impact on their purchase decision.
It also wants to assess, if the retailers are able and willing to sell the plan, if they are
conforming to the merchandising norms and if they are able to answer the queries and
doubts posed by the customers.

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RESEARCH OBJECTIVES:
To recognize the perception of the current market by
understanding customer responses in terms of its
relevance, attractiveness, competitiveness.
To Know about the queries and doubts of customers
and how that impacts on their purchase decision.
To evaluate the performance of the retailers and their
ability to respond to the Customer’s queries and doubts

RESEARCH DESIGN
Conclusive research design
a. Descriptive Research Design
b. Reason For Selecting Descriptive Research
i. It allows us to investigate customer and/or
market attributes and to find out what people
think about current product features (Prepaid
Plan).
Cross Sectional Design
We are collecting information from a sample of population
elements only once.
1. Multiple cross sectional designs (two or more samples
of respondents are used, and data from each sample is
only collected once).

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INFORMATION AREAS

The retailers
Collecting information regarding the number of customers purchased the
product and popularity of the data plan.
The competitors
Information regarding pricing strategy, uniqueness and data plans of their
product.
The customers ( Potential and Competitor’s)
Collecting information regarding usage of the plan, customer satisfaction,
customer feedback regarding the product and brand stickiness

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TARGET GROUPS:

Customers
Who are above 16yrs, use data daily and frequently
and want data at cheaper rates.
Retailers
Who deals with different mobile networks.
Who are settled in the both big and small towns
Who deals with (all SEC) category customers.

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DATA COLLECTION:
Primary data
Since the company wants to understand its sales the best way to collect
information is by asking new or recent customers about the product.
The primary data can be collected by surveys and questionnaires with proper
open ended and close ended questions.
Conducting telephonic interviews with open ended questions to the customers
about the product’s effectiveness.
Conducting personal interviews by intercepting customers who are visiting
retails stores (mall intercept).
Secondary data
Newspaper
Business articles
Annual report of Telecom Regulatory Authority of India(TRAI)
Internet