loyalty program telecom
TRANSCRIPT
Name: Ritesh GoyalRoll no: 13
Project Report on
Chetana’s Institute of
Management & Research Vodafone Essar Digilink Ltd.
About Vodafone
The name Vodafone comes from voice data fone
Hutchison Max founded in November 1995.
In 2007 Hutch Essar became Vodafone Essar.
Vodafone Essar is owned by Vodafone 67% and Essar Group 33%.
Second largest mobile phone operator in terms of revenue
Third largest with 106.34 million customers
Vodafone Essar Digilink Limited operates as a subsidiary of Vodafone Essar Limited in Rajasthan
Study and Comparative Analysis of Special Loyalty Program run by telecom operator
- Jaipur (Raj.)
Project Title
Chetana’s Institute of
Management & Research Vodafone Essar Digilink Ltd.
Objective
The study undertaken is aimed to achieve following objectives:
Study Special Loyalty Program in depth.
Identify competitors and understand their marketing
strategies.
Enlighten retailers about Vodafone Special Loyalty
Program – “Score Kya Hai (SKH)”
Provide value addition to the company
Chetana’s Institute of
Management & Research Vodafone Essar Digilink Ltd.
Chetana’s Institute of
Management & Research Vodafone Essar Digilink Ltd.
Loyalty programs are structured marketing efforts that reward, and therefore encourage, loyal buying behavior — behavior
which is potentially of benefit to the companies.
Only Top retailers can involved in Loyalty
program
Companies give special right or immunity to
top retailers.
Category on the basis of performance
Loyalty Program
Company gives target on basis of Category.
Proper system for tracking scores.
Qualified retailers are awarded.
Grand party at the end of each loyalty program.
Loyalty Program
Chetana’s Institute of
Management & Research Vodafone Essar Digilink Ltd.
Scope of Study:
DOMAIN UNDER STUDY:The study basically covers the following Loyalty programs that are offered to the retailers from different telecom operators:
Vodafone – ‘Score Kya Hai’Idea – ‘Rajwada’Airtel – ‘Navratna’
Time Frame : 2month TERRITORY UNDER STUDY:The study is being conducted in Jaipur (Rajasthan) region.
Chetana’s Institute of
Management & Research Vodafone Essar Digilink Ltd.
Methodology:
Research Design: Exploratory Research
Source of collection of data:
Primary data: Personal Interviews Secondary data: Company Website, Product
brochures, Leaflets
Data collection Instrument: Structure Questionnaire and Non Disguised
Chetana’s Institute of
Management & Research Vodafone Essar Digilink Ltd.
Sampling Plan:
Sampling Units: Grade ‘A’ Retailers.
Sampling Size : 95
Area Coverage: Jaipur (Rajasthan)
Sampling Technique:
Quota sampling
Chetana’s Institute of
Management & Research Vodafone Essar Digilink Ltd.
Chetana’s Institute of
Management & Research Vodafone Essar Digilink Ltd.
Comparison of Vodafone SKH with Airtel Navratna Category System Point / Runs System PAC Linked with OTF Bonus Card Points / Runs ETop Points / Runs Party / Mela Gifts Navratna / SKH
Finding
Comparison on basic of Category System
Likes52%
Dislikes48%
Airtel – Category System
Likes82%
Dislikes
18%
Vodafone Category System
Chetana’s Institute of
Management & Research Vodafone Essar Digilink Ltd.
Likes84%
Dislikes
16%
Airtel - Points on PAC
Likes70%
Dislikes30%
Vodafone - PAC link with OTF
Comparison on basic of PAC and OTF
Chetana’s Institute of
Management & Research Vodafone Essar Digilink Ltd.
Likes38%
Dislikes62%
Airtel - Point System
Likes61%
Dislikes39%
Vodafone - Run System
Comparison on basic of Point / Run System
Chetana’s Institute of
Management & Research Vodafone Essar Digilink Ltd.
Likes61%
Dislikes39%
Airtel - Gifts
Likes38%
Dislikes62%
Vodafone - Gifts
Comparison on basic of gifts given
Chetana’s Institute of
Management & Research Vodafone Essar Digilink Ltd.
ParametersAirtel- Navratna Vodafone- SKH
Liked Disliked Liked Disliked
Category System 52% 48% 82% 18%
PAC Linked with OTF 84% 16% 70% 30%
Bonus Card Points / Runs 0% 100% 100% 0%
ETop Points / Runs 54% 46% 78% 22%
Point / Runs System 38% 62% 61% 39%
Party / Mela 74% 26% 88% 12%
Gifts 61% 39% 38% 62%
Navratna / SKH 71% 29% 92% 8%
Over all Comparison
Chetana’s Institute of
Management & Research Vodafone Essar Digilink Ltd.
Sr. no Parameters
1 Category System2 PAC Linked with OTF3 Bonus Card Points / Runs4 ETop Points / Runs5 Point / Runs System6 Party / Mela7 Gifts8 Navratna / SKH
Degree of Significance
1
2
3
4
5678
Degree of Significance
Chetana’s Institute of
Management & Research Vodafone Essar Digilink Ltd.
ParametersAirtel- Navratna Vodafone - SKH
Liked Disliked Liked Disliked
Category System 1 1 1 0
PAC Linked with OTF 2 0 1 1
Bonus Card Points / Runs 0 3 3 0
ETop Points / Runs 2 2 3 1
Point / Runs System 2 3 3 2
Party / Mela 4 2 6 0
Gifts 4 3 3 4
Navratna / SKH 6 2 8 0
GRAND TOTAL 21 15 28 8
Data Analysis
Chetana’s Institute of
Management & Research Vodafone Essar Digilink Ltd.
Recommendations
SKH must include slabs of Gold and Silver Coins.
Delivery of gifts items at right time.
In party invitation must be for two persons per
retailer store rather one person per retailer store.
Runs on displaying Vodafone banners, holding and
other different promotional tools at retailer outlets.Chetana’s Institute of
Management & Research Vodafone Essar Digilink Ltd.
Bibliography Company manuals. Product brochures, Leaflets and other advertisement materials. Websites –
www.dot.gov.in/osp/Brochure/Brochure.htm
www.vodafone.in
www.essar.com
www.trai.org
www.telecomwatch.in
www.telecomupdate.net
Books – Marketing Research by G C Beri & N.K.Malhotra (V
edition).
Statistics by SP Gupta
The Marketing Whitebook 2010-2011
Chetana’s Institute of
Management & Research Vodafone Essar Digilink Ltd.
Chetana’s Institute of
Management & Research Vodafone Essar Digilink Ltd.