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SERVICE MANAGEMENT SAMPLE PROJECT (Emphasis more on analysis part : Dr.

Nripendra singh)
Individual company Assigment( 2 members of respective group) (7.5 Marks) Max. 2pages for each company

1. What are the different marketing expenses mentioned by CMIE .( F.e :

rebates and discount, sales promotion expenses etc. Dont show general marketing expenses figures as it is the sum of rebates and discount , sales promotion expenses. Use pie charts if possible) .


BSNL is a govt. owned company due to lack of expertise it does not spend much amount of money on rebates and sales promotion .

Note: do more analysis using directors report . Note: Repeat same for all other companies

2. Comment on the overall performance of one company based on the

expenses it incurred for marketing . Given data below for Bharti airtel ltd.


As we can see over the years as the company increased its marketing expenses it s overall profit increases as it is able to capture to more market share by creating awareness about its brand among the consumers.

Note: Do more analysis using directors report . Note: Repeat same for all other companies .

Group Assignment (7.5 Marks ) Max. 5 pages

1. Name the top 5 or 6 players (depending on the size of the group) in the industry you selected according to year ending .

2. Comment on the data given for each marketing expenses for the companies in your industry set. In which category was it maximum and why (exact data is not required, only reasoning of the same is to be mentioned . use bar graphs if possible )?

Part 1:


Selling and distribution expenses ( advertising expenses+ sales promotion expenses + rebates and discount expenses )

Analysis : as we can see over the given years the selling and distribution expenses are increasing .

Note: Do more analysis using directors report .

Part 2:
In which category was it maximum and why .

ANALYSIS : As we can see above the pie chart clearly indicates that maximum amount of expenses was done in advertising . because with all the firms competing and similar call rates only the one which maximize exposure of their product will be able to grab market share .

Note: do more analysis using directors report .

With the IDEA Bazaar Bhav service ,IDEAs customers are able to receive updates about the current prices in the major exchanges as well as spot markets all over the country, 10-15 times a day, over SMS. Business Users can check their corporate mails when they are on the move, and individual customers can access their personal Web-based Email through a GPRS enabled handset anytime anywhere The SUPERPOWER offers a customer,a no-compromise product with full talktime, Zero upfront processing fee, and maximumvalidity on all vouchers. In Lifelong Offer, postpaid customers do not have to payany monthly rentals, by just paying a one-time amount of Rs. 995/-, and prepaid customers can avail lifelong validity on a recharge of Rs 995. Company added another first by launching its new VAS innovation-Background Tones across all 8 circles in March 2006. Background Tones is a service wherein (background) music is played after the call is connected. Company launched the exclusive Women's Card in April 2006. Available on both prepaid and postpaid connections, the Women's Card is packed with thoughtful value adds such as tips on beauty, fashion, health etc and safety alerts to near and dear ones.

Company sponsored the IIFA Awards 2006. With IDEA IIFA, privileged customers of IDEA had access to specially created merchandise, contests, video and MMS downloads and several other value added services. 2006-07

International roamers can seamlessly access voice mails through home short codes,log on to the home networks VAS voice codes . inroamers can also dial from the phone book without having to add any country code prefixes Company entered into a brand alliance with Birla Sun Life Insurance Company Limited to enable subscribers to get free life insurance for a period of one year . Idea subscriber can easily copy the dialer tone of another idea subscriber, whom he/she has called. Company sponsored the IIFA Awards 2007. With IDEA IIFA, privileged customers of IDEA had access to specially created merchandise, contests, video and MMS downloads and several other value added services.
2007-08 Company became part of Asia Mobility Initiative Alliance which will give IDEA customers an assured and seamless roaming experience along withgreat value in terms of support for best practices in the global telecom industry. Company has tied up with Southern Biotechnologies Ltd. For provision of bio-diesel for operating IDEAs gensets at all towers in the Andhra Pradesh region. IDEA being first telecom operator in the country to adopt this environment friendly fuel. Company has launched Idea Radio, in collaboration with Geodesic , an ommunication,collaboration entertainment applications on mobile and Internet platforms. 2008-09 Krishi Voucher was launched in Maharashtra in partnership with Reuters Market Light(RML).It is designed to equip farmers with decision critical information that is easy to access and actionable, thus enhancing their ability to market their produce. Company launched Nokia Life Tools which is a rural VAS product aimed at enhancing the productivity of the farmers and rural folks by providing Mandi Prices, Weather Information and Agricultural related information over mobile. Idea has tied-up with Indian Oil Corporation (IOC),to use their petrol pumps and gas agencies for branding and distribution of Idea Sim Cards and Recharge Vouchers. Idea launched Netsetter Data Cards and Blackberry solutions to cater to its data-savy consumer segments. Netsetter isa GPRS/EDGE compatible USB data modem to access internet,usable with both desktops and laptops with SMS facility. Ideas Fans of cricket campaign around IPL team Mumbai Indians received an excellent response with more than 44 lac calls received. Idea launched the Idea Mobile Roadie Challenge , a customer engagement programme designed exclusively for Idea customers integrating user experience on web and mobile. Idea strengthened its brand through a series of media properties like Idea Khatron Ke Khiladi-Level2 , Idea Bharat ki Shaan on DD, Idea rocks India -4, Idea IIFA Awards and Idea Filmfare Awards. innovator in

The Company deployed a best-in-class Interactive Voice Response (IVR) system, based on a highly efficient technology architecture deployed by IBM in partnership with CISCO. This IVR is the worlds largest Cisco CVP deployment in telecom, and the largest deployment in APAC (Asia Pacific American Coalition). The Company conceptualized and launched Insta Alert, an innovative tool to convey latest offers and service related communication to customers who latch on to the network after a period of inactivity. Idea launched a standardized self care portal CARE which gives information to the customer on products / tariffs and information of their account such as billed amount, last recharge, last calls, unbilled amount, etc. Idea was the first operator to launch Pre Tones. Pre Tones is an innovative VAS service which allows the user to listen to the caller tones of his / her own choice while making an outgoing call instead of listening to the respondents caller tone. Idea launched 3G Compatible Net Setter Data Cards to cater to the needs of its data -savvy customer segments. As one of Ideas new VAS activities, Idea launched Buddy Recharge a unique peer-to-peer talk time transfer product. Idea strengthened its brand through a series of media properties like the Idea Cup, Cricket Series, Talk for India, Bingo Night, etc. Idea associated with IPL teams, Deccan Chargers and Delhi Daredevils as Principal Partners.