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TRAINING PROJECT REPORTTRAINING PROJECT REPORTonon

MARKETING & ADVERTISING STRATEGYMARKETING & ADVERTISING STRATEGY

OFOF

VODAFONEVODAFONE

Submitted in PartialSubmitted in Partial

Fulfillment for theFulfillment for the

awardaward

OfOf

Bachelor of Business AdministrationBachelor of Business Administration

(Affiliated to CCS University, Meerut)(Affiliated to CCS University, Meerut)

( 2007-2010)( 2007-2010)

Submitted To:

Mr. Amit Gupta

HOD

Submitted By:

Puneet Kumar Pundir

Roll No.9731688

Prateek Gupta

Roll No. 9731681

PT. DEEN DAYAL UPADHYAY

MANAGEMENT COLLEGE, MEERUT


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ACKNOWLEDGEMENT

.

First of all We would like to thank the Management at Vodafone co. for giving

me the opportunity to do my one-month project training in their esteemed

organization.

We are highly obliged to Mr. A.K. Misra for granting me to undertake our

training at Meerut branch.

We express our thanks to all Sales Managers under whose able guidance and

direction, we were able to give shape to our training. Their constant review

and excellent suggestions throughout the project are highly commendable.

And We would also like to thanks our teacher Mr. Aditya Sharma for

providing their full support & guidelines under our training period

Our heartfelt thanks go to all the executives who helped us gain knowledge

about the actual working and the processes involved in various departments.

Puneet Kumar Pundir

Roll no. 9731688

Prateek Gupta

9731681


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INTRODUCTIONINTRODUCTION

The major part of the report is dealing with study of the

effectiveness of the advertisement strategies adopted by Vodafone

Essar with special reference to Meerut of UP. The objective of the

study is to understand the advertisement strategies of Vodafone

Essar, to make a study on the effectiveness of recent

advertisement campaign of Vodafone Indian Premiere League

season -2 and to make a study on the effectiveness of the

advertisement strategies of Vodafone in their current market.

Vodafone Essar is the Indian subsidiary of Vodafone Group and

commenced operations in 1994 when its predecessor Hutchison

Telecom acquired the cellular license for Mumbai. The company

now has operations across the country with over 74.08 million

customers**. Over the years, Vodafone Essar, under the Hutch

brand, has been named the Most Respected Telecom Company,

the Best Mobile Service in the country and the Most Creative


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and Most Effective Advertiser of the Year. The company is a tie

up of two groups namely Vodafone Group and Essar Group.

Vodafone Group is the worlds leading international mobile

communications corporation. It currently has equity interests in 27

countries across 5 continents and 40 partner networks with over

303 million proportionate customers worldwide. The Essar Group

is Vodafones principal partner in India. The Essar Group is a

diversified business corporation with a balanced portfolio of assets

in the manufacturing and services sectors of Steel, Energy, Power,

Communications, Shipping Ports & Logistics, and Projects. Essar

employs more than 50,000 people across offices in Asia, Africa,

Europe and the Americas.

The study has found out that the advertisement strategies that have

been used by Vodafone Essar have caused in a better results in

their sales. This has proved by using the research tools such as

hypothesis testing and correlation. This research will help the


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company to make more innovations in their advertisement

strategies.


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INDUSTRY PROFILE

The Indian Telecommunications network with 110.01 million

connections is the fifth largest in the world and the second

largest among the emerging economies of Asia. Today, it is the

fastest growing market in the world and represents unique

opportunities for U.S. companies in the stagnant global

scenario. The total subscriber base, which has grown by 40% in

2005, is expected to reach 250 million in 2007. According to

Broadband Policy 2004, Government of India aims at 9 million

broadband connections and 18 million internet connections by

2007. The wireless subscriber base has jumped from 33.69

million in 2004 to 62.57 million in FY2004-2005. In the last 3

years, two out of every three new telephone subscribers were

wireless subscribers. Consequently, wireless now accounts for

54.6% of the total telephone subscriber base, as compared to

only 40% in 2003. Wireless subscriber growth is expected to

bypass 2.5 million new subscribers per month by 2007. The

wireless technologies currently in use are Global System for

Mobile Communications (GSM) and Code Division Multiple


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Access (CDMA). There are primarily 9 GSM and 5 CDMA

operators providing mobile services in 19 telecom circles and 4

metro cities, covering 2000 towns across the country.

Evolution of the industry-Important Milestones Year


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First operational land lines were laid by the government near

Calcutta (seat of British power)

Telephone service introduced in India

Merger with the postal system

Formation of Indian Radio Telegraph Company (IRT)

Merger of ETC and IRT into the Indian Radio and Cable

Communication Company (IRCC)

Nationalization of all foreign telecommunication

companies to form the Posts, Telephone and Telegraph

(PTT), a monopoly run by the government's Ministry of

Communications

Department of Telecommunications (DOT) established,

an exclusive provider of domestic and long-distance


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service that would be its own regulator (separate from the

postal system)

Conversion of DOT into two wholly government-owned

companies: the Videsh Sanchar Nigam Limited (VSNL)

for international telecommunications and Mahanagar

Telephone Nigam Limited (MTNL) for service in

metropolitan areas.

Telecom Regulatory Authority of India created.

Cellular Services are launched in India. New National

Telecom Policy is adopted.

DoT becomes a corporation, BSNL

A large population, low telephony penetration levels, and a rise

in consumers' income and spending owing to strong economic

growth have helped make India the fastest-growing telecom

market in the world. The first and largest operator is the state-

owned incumbent BSNL, which is also the 7th largest telecom

company in the world in terms of its number of subscribers.


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BSNL was created by corporatization of the erstwhile DTS

(Department of Telecommunication Services), a government

unit responsible for provision of telephony services.

Subsequently, after the telecommunication policies were revised

to allow private operators, companies such as Bharti Telecom,

TATA Indicom, Vodafone, MTNL, Idea, Vodafone and BPL

have entered the space. major operators in India. However, rural

India still lacks strong infrastructure.

In 2007, an article by Business week magazine reported that

India's mobile phone market is the fastest growing in the world,

with companies adding some 6 million new customers a month.

The total number of telephones in the country crossed the 300

million mark on June 18 2008The overall tele-density has

increased to 36.98% in March 2009 In the wireless segment,

15.87 million subscribers have been added in March 2009. The

total wireless subscribers (GSM, CDMA & WLL (F)) base is

more than 391.76 million now. The wireline segment subscriber

base stood at 38.22 million with a decline of 0.13 million in

October 2008.


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Market shares of public and Private Players

Both fixed line and mobile segments serve the basic needs of

local calls, long distance calls and the international calls, with

the provision of broadband services in the fixed line segment

and

GPRS in the mobile arena. Traditional telephones have been

replaced by the codeless and the wireless instruments. Mobile

phone providers have also come up with GPRS-enabled

multimedia messaging, Internet surfing, and mobile-commerce.

The much-awaited 3G mobile technology is soon going to enter

the Indian telecom market. The GSM, CDMA, WLL service

providers are all upgrading them to provide 3G mobile services.


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Along with improvement in telecom services, there is also an

improvement in manufacturing. In the beginning, there were

only the Siemens handsets in India but now a whole series of

new handsets, such as Nokia's latest N-series, Sony Ericsson's

W-series, Motorola's PDA phones, etc. have come up. Touch

screen and advanced technological handsets are gaining

popularity. Radio services have also been incorporated in the

mobile handsets, along with other applications like high storage

memory, multimedia applications, multimedia games, MP3

Players, video generators, Camera's, etc. The value added

services provided by the mobile service operators contribute

more than 10% of the total revenue.

Global telecom sector


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Earnings visibility

Earnings growth is being driven by improving pricing

conditions, stabilizing operating trends, aggressive cost cutting

initiatives, a positive regulatory environment, strong wireless

growth, and new market opportunities. This has translated into

greater visibility of forward earnings as evidenced by recent

increased analyst upgrades within the sector.

Merger synergies

Given the substantial amount of excess capital available in the

sector and in private equity we expect to see additional merger

and acquisition activity, albeit at a slower pace than recently

witnessed. Global telecom M&A deals over the past two years

have reflected market expansion but have also had a positive

effect on the buyers balance sheets. Partnering companies have

begun realizing their synergies through cost reductions and

economies of scale. In the US, the largest three companies now

account for over 70% of the sector market cap; this compares to

34% in 1990. Trends in bundled services are also paving the


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way for additional M&A activity. Sector consolidation will

further increase the importance of stock selection.

Growth

While cost-cutting has been a major source of earnings growth,

we have seen top-line pressures decreasing which will help

revenues become a larger driver of earnings growth again. We

see growth within the sector coming from a number of areas

including: broadband, 3G (third generation) technology,

expansion in emerging markets. Broadband penetration has

been accelerating as internet customers are seeking faster

downloads for audio and video files. 3G services, which

facilitate the simultaneous transfer of both voice and non-voice

(i.e. video, downloads, SMS, etc.) data are providing mobile

users with a much more robust communication platform and

should finally begin to realize their growth potential in 2007.

Emerging market companies benefit from low penetration rates

and also tend to have lower leverage, higher margins and higher

growth than most developed markets telecom companies.

Global opportunities


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It has become less difficult to find attractive telecom investment

opportunities globally than it was a year ago. As the fog has

lifted from the sector, there are increased opportunities within

both the growth and value spaces. In the US, improved clarity in

the regulatory environment has opened the door for a number of

players. Within Europe the risk of negative news flow remains a

potential detractor but there is valuation support from

attractively priced stocks. There is little difference between the

European and US integrated carriers making it more of a stock

call than a regional call. Within Asia we see high revenue

growth and return on assets. Overall, emerging markets

continue to be the fastest growing region within the sector and

offer the largest valuation discount. Additionally, the healthy

macro environment in emerging markets coupled with

increasing domestic wealth is creating a positive consumer

environment in the local markets.

Fortis Investments: Telecom sector strategy

Our strategy is to create a more focused portfolio of diversified

high conviction ideas. In the current environment we continue


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to be sensitive to relative valuations and positive earnings

momentum. Our portfolio is largely levered to growth. We have

positioned ourselves in companies that will provide synergies as

well as margin expansion through wireless exposure. We

recognize the sensitivity of the regulatory environment in some

markets and have minimized our exposure to those markets. We

also continue to overweight our exposure to niche players

within developed markets as well as to emerging markets which

have low penetration rates and more growth opportunities.


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What is Advertisement Strategy?

Advertising is a form of communication used to help sell

products and services. Typically it communicates a message

including the name of the product or service and how that

product or service could potentially benefit the consumer.

However, advertising does typically attempt to persuade

potential customers to purchase or to consume more of a

particular brand of product or service. Modern advertising

developed with the rise of mass production in the late 19th and

early 20th centuries.

The strategies that have been used as advertisement strategies

are:

MEDIA

Commercial advertising media can include wall paintings,

billboards, street furniture


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components, printed flyers and rack cards, radio, cinema and

television adverts, web banners, mobile telephone screens, etc.

COVERT ADVERTISING

Covert advertising, also known as guerrilla advertising, is when

a product or brand is embedded in entertainment and media. For

example, in a film, the main character can use an item or other


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of a definite brand, as in the movie Minority Report, where Tom

Cruise's character John Anderton owns a phone with the Nokia

logo clearly written in the top corner, or his watch engraved

with the Bulgari logo.

TELEVISION COMMERCIALS

The TV commercial is generally considered the most effective

mass-market advertising format, as is reflected by the high

prices TV networks charge for commercial airtime during

popular TV events. The annual Super Bowl football game in the

United States is known as the most prominent advertising event

on television. The average cost of a single thirty-second TV

spot during this game has reached US$3 million (as of 2009).

INFOMERCIALS

There are two types of infomercials, described as long form and

short form. Long form


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infomercials have a time length of 30 minutes. Short form

infomercials are 30 seconds to two minutes long. The main

objective in an infomercial is to create an impulse purchase, so

that the consumer sees the presentation and then immediately

buys the product through the advertised toll-free telephone

number or website.

CELEBRITIES

This type of advertising focuses upon using celebrity power, fame,

money, popularity to gain recognition for their products and

promote specific stores or products. Advertisers often advertise

their products, for example, when celebrities share their favorite

products or wear clothes by specific brands or designers.

Celebrities are often involved in advertising campaigns such as

television or print adverts to advertise specific or general products.


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COMPANY PROFILE

Vodafone Essar is the Indian subsidiary of Vodafone Group and

commenced operations in 1994 when its predecessor Hutchison

Telecom acquired the cellular license for Mumbai. The

company now has operations across the country with over 74.08

million customers**. Over the years, Vodafone Essar, under the

Hutch brand, has been named the Most Respected Telecom

Company, the Best Mobile Service in the country and the

Most Creative and Most Effective

Advertiser of the Year. The company is a tie up of two groups

namely Vodafone Group and Essar Group.


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Vodafone Group is the worlds leading international mobile

communications corporation. It currently has equity interests in

27 countries across 5 continents and 40 partner networks with

over 303 million proportionate customers worldwide. The Essar

Group is Vodafones principal partner in India. The Essar

Group is a diversified business corporation with a balanced

portfolio of assets in the manufacturing and services sectors of

Steel, Energy, Power, Communications, Shipping Ports &

Logistics, and Projects. Essar employs more than 50,000 people

across offices in Asia, Africa, Europe and the Americas.

Vodafone Essar is spending somewhere in the region of Rs 250

crores on this high-profile transition being unveiled today.

Along with the transition, cheap cell phones have been launched

in the Indian market under the Vodafone brand. The company

also plans to launch co-branded handsets sourced from global

vendors as well. A popular daily quoted a Vodafone Essar

director as saying that "the objective is to leverage Vodafone

Group's global scale in bringing millions of low-cost handsets

from across-the-world into India." Incidentally, China's ZTE,


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which is looking to set-up a manufacturing unit in the country,

is expected to provide several Vodafone handsets in India.

Earlier this year, Vodafone penned a global low-cost handset

procurement deal with ZTE.

English cricket faced the repercussion of global meltdown with

global cell phone service provider major Vodafone declining to

renew the 12-year-old sponsorship deal with the national team.

The England cricket team thus gained unwanted membership of

an ever-expanding club in global sport hit by global recession.

VODAFONE LAUNCHED APPLE IPHONE 3G IN INDIA


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Vodafone launched the Apple iPhone 3G in India. It was

available from 22nd of August 2008

VODAFONE SPONSORES ENGLAND CRICKET TEAM

FOR LAST 12 YEARS


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The objectives of the research are:

.

To understand the advertisement strategies of Vodafone

Essar.

A study on the effectiveness of recent advertisement

campaign of Vodafone Indian Premiere League Season -

2.

A study on the effectiveness of the advertisement strategies

of Vodafone in their current market.

Effectiveness of advertisement on the customers of UP.

This comprises the objectives and the basic problems to

which the study will probe in to.

And this will help the company in their next financial year.


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RESEARCH METHODOLOGY

Marketing research is the function, which links the

consumer, customer and public to the marketer through

information.

Information used to identified and define marketing opportunities

and problems: generate, refine and evaluate marketing action,

monitor marketing performance, and improve understanding of

market as a process.

Marketing research specifies the information required to address

these issues, design the method for collecting information,

manages and implements the data collection process, analyses the

results, and communication the finding and their implications.

The marketing research process involves a number of interrelated

activities, which overlap and do not rigidly follow a particular

sequence--


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1. For VODAFONE acting the objective of the study

2. Designing the methods of data collection

3. Selecting the sample plan

4. Collecting the data

5. Processing and analyzing the data

6. Reporting the findings


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Process of research methodology

Sample Design

Data Collection

Data analysis

Reporting of Findings

Research Design

Objective of Study


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RESEARCH DESIGN

Research Design specifies the methods and procedures for

conducting a particular study. A Research Design is the

arrangement of conditions for collection and analysis of the data in

a manner that aims to combine relevance to the research purpose

with economy in procedure. Research Design is broadly classified

into three types as

Exploratory Research Design

Descriptive Research Design

Hypothesis testing Research Design

On the basis of the objective of study, the studies which are

concerned with describing the character tics of a particular

individual, or of a group of individual under study comes under

Descriptive Research Design.

Descriptive Research Design:


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In this research design the objective of study is clearly

defined and has accurate method of measurement with a clear

cut definition of population which is to be studied.

For TV Sating the research problem

Two steps are involved in for TATA INDICOM the research

problem:

Understanding the problem

Rephrasing the problem into meaningful terms from an

analytical point of view.

The training sessions are conducted in the beginning

of training in order to make us clear about the task provided and

how to handle the different situations.

SAMPLING DESIGN

A Sample Design is a definite plan for obtaining a sample from a

given population. It refers to the technique and the procedure

adopted in selecting items for the sample. The main constitution of

the sampling design is as below-


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1. Sampling Unit

2. Sample Size

3. Sampling Procedure

SAMPLING UNIT

A sampling framework i.e. developed for the target population that

will be sampled i.e. who is to be surveyed.

Customers

SAMPLE SIZE

It is the substantial portion of the target population that are sampled

to achieve reliable results.

Sample size = 60 respondents (Customer) at MeerutUP.

SAMPLING PROCEDURE

The procedure to choose the respondents to obtain a representative

sample, a non-probability sampling technique is applied for the

target market.

Non-Probability Sampling

It is a purposive sampling which deliberately chooses the particular

units of the universe for constituting a sample on the basis that the


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small mass that they so select out of a huge one will be typical or

representative of the whole.

Judgment sampling:

To select population members who are good prospects for accurate

information?


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DATA COLLECTION

The data collection process is the predefined task that I have to

undergo. The data collection process starts right from the first day

till the final day on the field. During the whole period a list of

different retailers scattered around whole of the South

Meerutdistric of UP gets visited on the regular basis. The main task

is to analyze the market potential, study of the market share of the

company and analyzing the competitors strategies.

The survey process is not complete without consulting the

Distributor & Retailers. The distributors are the key nodes that

make the chain moving effectively. So the response made by them

is also an essential criterion to involved and reaching for certain

decisions.

There are several ways of collecting appropriate data that differ

considerably in the context of money costs, time, and other

resources at the disposal of the researcher. The tools used for data

collection are as:


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PRIMARY DATA

The primary data are those data, which are collected afresh and for

the first time. And happen to be original in character. The primary

data to be collected for the study are-

Questionnaire A set of questionnaire is prepared for the cause of

collecting different information related to the pre-determined

objectives. The questionnaire prepared is in two forms & targeted

towards the doctors and chemists differently. The format of

questionnaire is structured and non-disguised.

Direct Personal Interview Under this method of collecting data

there is face-to-face context with the person from whom the

information is obtained. The data collected are from the

respective selected doctors and chemists visited regularly. The

pattern used is Structured and Indirect Interview.

SECONDARY DATA

Secondary data means data that are already available i.e., they refer

the data, which have already been collected and analyzed by

someone else. When the researcher utilizes secondary data, then he

has to look into various sources from where he can obtain them, in


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this case he is certainly not confronted with the problems that are

usually associated with the collection of original data. Secondary

data may either be published data or unpublished data. Usually

published data are available in:

Various publications of the central, state and local

governments;

Various publications of foreign government or of

international bodies and their subsidiary organization;

Technical and trade journals:

Books, magazines and newspapers;

Reports and publications of various associations connected

with business and industry, banks, stock, exchanges etc.;

Public records and statistics, historical documents, and other

sources of published information. The sources of

unpublished data are many; they may be found in diaries,

letters, unpublished biographies and autobiographies and

also may be available with scholars and research workers,

trade associations, labor bureaus and other public/private

individuals and organizations.


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1.Sex Ratio of Respondent

sno sex no age (%)

1 male 39 78%

2 female 11 22%

MaleFemale

The graphical representation of the table shows that out of 50

respondents 78% were male and 22% were female.


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2. AGE GROUP OF RESPONDANT

sno sex no age (%)

1 25-35 18 36%

2 35-45 6 12%

3 above 45 5 10%

25-35

35-45

above 35

The graphical representation of the table shows that out of 50

respondents 36% were in age group of 25-35 and 42 % are in age

group of 15-25 and 12% above 45S.

4. Mobile phone users

sno mobile users %


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1 users 100%

2 no users 0

user

no users

Hence picture above show that people from whom i have collected

data were all carrying mobile phone


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INTERPRETATION:

Among the people whom I have taken as the samples, 90% of the

people know about all the telecommunications services available in

India, 10% dont know about all the services.


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INTERPRETATION:

From the data that I have collected the result is that Airtel and

Vodafone is having the highest rate of customers. Idea has around

20%, 10% to Reliance, 12% to BSNL and the rest to Tata

Indicomm.


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INTERPRETATION:

From the data, it is clear that Vodafone services are familiar to

98% of the samples and only 2% responses that they dont know

about Vodafone services.


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INTERPRETATION:

From the data around 70% of the samples came to know about

Vodafone from advertisements,14% from hoardings, 10% by

mouth publicity and the rest from newspapers.

INTERPRETATION:

Among the total samples, 68% says that they are mainly watching

advertisements from television, 18% says that they came to know

from radio, 8% from newspaper and the rest from

magazines.


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INTERPRETATION:

The service provider with best advertising according to the samples

is Vodafone with 42%,Airtel with 20%, idea with 18%, Reliance

with 14% and the rest for others.


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INTERPRETATION:

From the data it is clear that around 50% of the samples say that

they understood about the advertisements of Vodafone very well.

20% says that they understood it some what well, 16% says that

they have not at all understood about the ads, and the rest of the

samples are in the mode undecided.


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INTERPRETATION:

From the total samples 76% says that they would like to go for

more connections for their family, 14% of samples says no for

further connections and the rest says undecided.


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INTERPRETATION:

From the total users of Vodafone i.e. 14 samples, 57% of them are

using the service for the more than 1 year, 21% of them are using it

for 6-12 months, 14% of them used for less than 1 month and the

rest used it for 2 6 months.


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INTERPRETATION:

From the data it is clear that most of the people were not opting

Vodafone services only because of the reason that it is costlier,

17% says that it is because of poor network, another 17% says that

it is because of lack of awareness and the rest says that it is because

of poor services.


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LIMITATIONS

While learning any thing new there are some limitations and this

project is no exception.Limitations while making projects

1. sometime problems were faced while collecting data.

2. as it was the first time experience of learning while

working so it takes time to adjust.

Limitation of time

Time availability was one of the biggest limitations face due to

shortage of time we had to limit the work in its present form.

Other limitations

1. Since I did not have any previous experience so it may have

led to discrepancies in the report.

2. As the environment was very new to me so it takes some time

to become friendly.


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CONCLUSION

India has a mere 1.2 telephones for every 100 of its people. This is

way below international standards and is not becoming of a

country aspiring to be major player in the global economy of the

21st century. This means that opportunities for investment in this

sector are immense. Basic voice service is the biggest market.

Installation of around 25 million direct lines by the year 2001 will

require an investment of us$ 22 billion.

Due to the growing need for mobile phones, its no wonder that

service providers are going all out to capture, as much market

space as they can. As the number of mobile phone users are

estimated to rise to about 120 million by 2008,its not surprising

that most of the leading service providers in india have started

branding and marketing their services more aggressively.

The conducted study try to examine the market mindset towards

one of the major player in the telecom sector. The selected

company for the study is tata indicom which is having a reputation

in the market. This study had examined customer evaluation about

the tele services provided by the company. It also investigates the


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major reasons behind cancellation of services by the customers.

The major findings are This management thesis has been done for

the company vodafone essar for understanding the Effectiveness of

their advertisements for the people of kochi. The study proved that

the Advertisement has got relevant effectiveness to the people of

kochi while they try for a new Mobile connection. The customers

of vodafone are happy with the services of the company and they

suggest the Advertisements of vodafone should be more interactive

and funny like the one that has been Done by them during the ipl

session 2. The customers say that the people who are not usually

Watching television came to know about the advertisement and

they say that this was the Effectiveness of that advertisement.


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RECOMMENDATION & SUGGESTION

1. 100% of the respondents are having telecommunication

facility

2. Majority of the customers had tried BSNL 55(60.5%)

service and Airtel 31(34%).

3. According to the survey, the main elements of buying

behavior of TATA Indicom telecommunication service are : .100%

of the respondents are considering coverage .39(43%) respondents

are looking for offers .35 (38.5%) of them looking for the company

brand image

28 (31%) looking for customer service of the company.20 (22%)

respondents are noticing sales promotion like advertisement.


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4. Majority (54%) of the respondents had tried TATA Indicom

landline connection 39.6% of them had tried Mobile connection,

only 27.5% of the respondents were tried internet facility.

5. 46.2% of the respondents are not at all satisfied with the

recharge coupons offered by TATA Indicom. 49 (53.9%)

respondents are satisfied with the recharge coupons offered by the

TATA Indicom.

6. Since the customer service is low,most of them are 48

(52.8% )dissatisfied with the after sales services of the company.

7. 55 (61%) are satisfied with the network coverage of the

company,30 (33%) of them are dissatisfied with the coverage,

8. 68(74%) are not at all satisfied with the offers.

9. Most of the customers are not getting the vouchers nearby

stores


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10. 45 or 50% of the customers are cancelled their landline

connection ,41 (45.1%) of them are cancelled or migrate their

connection from postpaid to prepaid service, 24 (26.4 %) of them

are cancelled internet facility

11. Reasons for cancellation.41 (45.1% ) of the respondents are

having the problem of not getting the bill on time..37 (40.7% ) of

them are not having enough coverage in their residential area..16

(17.6%) of them are not satisfied with customer service.62(69%) of

the respondents are having hand set complaint.

12. Responses towards the company .61 (67.1%) of the

respondents are cancelled the services without giving any

complaint to the company. .56 (61.6%) are continue the TATA

Indicoms service after they are complained to the


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company .34(35.3%) of them feels like to cancel the service after

giving the complaint to the company .33 (36.3% ) of them are

discourage others to buy the TATA Indicoms service.


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SUGGESTIONS

1. Company can decrease call rates to other subscribers for

attracting youngsters

2. Voucher card can provide all the retail shops on time for

customer convenience.

3. Better quality batteries may be provided with the set.

4. Sales promotion can be more intense, like television ad

showing the price, quality, and other product related details.

5. Even though the company has some offers or other value

added services, it can be well known by the sales people. So it is

better to provide adequate training to the sales people.

6. Provide the tower to all centers for avoiding the network

problem.


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7. To ensure better customer satisfaction & maintain higher

level of Customer relationship management, the billing department

has to be more effective & efficient.

8. User manuals and the plans pamphlets should be given to

the staff for clearing the doubts of the customers.

9. The cancellation mainly occurs in landline connection. So

the company can take care of the following services

Billing activities .After sales service .On time delivery of the

product after complaint has to be recovered.

10. Company can appoint more technicians to all TATA retail True

Value hubs to recover on time land line service compliant.

11. The employees can call back to customers atleast once in a

month for getting the feedback of the services offered.

12. Customers are demanding for affordable price for product and

gifts with purchasing.


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13. Majority of the customers are not satisfied with the recharge

coupons offering by the company. So the company can increase the

talk time to all recharge coupons.

14. Customer relationship managers can keep the records of update

details regarding the customers address change for sending the

postpaid billing charges to avoid delay of payment.

15. All the TATA Indicom retail hubs can have the complaint

grievance box for customers.

16. Employees can inform customer complaint on time to the head

of the department.


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BIBLIOGRAPHY

BOOKS

WRITER

Marketing Research G C

Beri

Marketing Management Rajan

Sexana

Marketing Management R S

Sexana

Marketing Management Philip

Kotler

Research Methodology

Bhandrai

WEB SITES:

www.mrutilityproducts.com

www.indianulityproducts.com
http://www.mrutilityproducts.com/http://www.indianulityproducts.com/http://www.mrutilityproducts.com/http://www.indianulityproducts.com/

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