market insight in vodafone done by akash dutta
TRANSCRIPT
DECLARATION OF THE INTERN
I AKASH DUTTA STUDENT OF GLOBSYN BUSINESS SCHOOL PERSUING POST GRADUATE PROGRAME IN MANAGEMENT DID THIS PROJECT AS A PART OF MY COURCE CURRICULLAM .
THIS PROJECT WAS DONE AT VODAFONE , IN MALDA CENTRAL BENGAL ZONE UNDER THE SUPERVISION OF MR. Ehtesham Farooqui.
THE FACTS AND FIGURES PROVIDED IN THIS ARE TRUE TO THE BEST OF MY KNOWLEDGE AND CONCERN.
DATE:-..........................................
SIGNATURE:-.......................................................
AKASH DUTTA
APPROVAL OF THE GUIDE
THIS IS TO CERTIFY THAT AKASH DUTTA, A STUDENT OF GLOBSYN BUSINEES SCHOOL PERSUING POST GRADUTE PROGRAMME IN MANAGEMENT HAS TAKEN THIS PROJECT AS A PART OF HIS COURCE CURRICULAM AND SUCCESSFULLY COMPLETED THE SUMMER INTERSHIP PROGRAMME AT VODAFONE.
HE HAS TAKEN THIS PROJECT TITLED AS ” MARKET INSIGHT OF VODAFONE IN MALDA CENTRAL BENGAL ZONE “ FOR PROMOTING THE BRAND VODAFONE.
DATE:-...........................................
SIGNATURE:-.................................................
MR. Ehtesham Farooqui. ( Distribution Head )
SIGNATURE:-.................................................
MR.Aupam Lal ( HR Head )
APPROVAL OF THE MENTOR
THIS IS TO CERTIFY THAT AKASH DUTTA,STUDENT OF GLOBSYN BUSINEES SCHOOL PERSUING POST GRADUTE PROGRAMME IN BUSINESS MANAGEMENT HAS TAKEN THIS PROJECT AS A PART OF HIS COURCE CURRICULAM AND SUCCESSFULLY COMPLETED THE SUMMER INTERSHIP PROGRAMME AT VODAFONE .
HE HAS TAKEN THIS PROJECT TITLED AS ”MARKET INSIGHT OF VODAFONE IN MALDA CENTRAL BENGAL ZONE “ FOR PROMOTING THE BRAND VODAFONE.
DATE:-..............................................
SIGNATURE:-................................................
Professor Amitabha Ghose
ACKNOWLEDGEMENT
First and foremost, my sincere gratitude to Mr. Ehtesham Farooqui, Distribution head and Mr. Anupam Lal, HR head and all faculty members of Vodafone for conducting a woderfull class named Vodafone Paathshala which really helped me a lot in the market field work as well as provided us the knowledge of technical skills along with distribution process, networking and presentation skills.
First and foremost I am very much thankfull to Mr.MALAY BHATTACHARJEE in malda cb zone for his constant support and extraordinary guidance from the beginning to the end of my project. My heartfelt gratitude to Mr. Chinmoy Ghosh (Distribution Area Manager) and koushik Debnath (zonal Distribution Lead) for inspiring and helping me to perform my potentials. I express my gratitude Mr. Koushik Pandey (zonal Admin) for his extraordinary guidance. I would like to acknowledge Mr. Swadip Mishra (Relationship Manager) for his guidance and priceless inputs in the market field work in ratua market. I would also like to thank Mr. Ricky Mondal ( distributer sales executive) for his constant support and providing the knowledge about the retailers. I would also like to thank Mr. Mithun Saha ( MPESA ZDM ) for his valuable inputs and generous assistance.
My sincere acknowledgement to Mr. Avik gyan Sengupta (Zonal Business Manager in Malda cb zone for his extraordinary guidance and priceless inputs. I cannot thank them enough for their generous assistance, valuable inputs and guidance.
My heartfelt gratitude to professor Amitabha Ghose faculty member of Globsyn Business School and my project guide for his constant support, valuable guidance and priceless inputs which is responsible for the successfull completion of the project.
TABLE OF CONTENTS
CHAPTER 1 > EXECUTIVE SUMMARY 8CHAPTER2 > TELECOM SECTOR IN INDIA 11 TO 13
i. Industry Overview ii. Current Scenario iii. Tele-density in India iv. Composition of telephone subscribers in India v. Wireless market share in india
CHAPTER3 > INTRODUCTION 14 TO 17i. Company Profile ii. Mission & Vision iii. Key Milestones: iv. Financial growth in 2015
CHAPTER4 > REVIEW 18 TO 25 i. Objective of the research ii. Need of the research iii. Scope of the research iv. Limitation of the research Promotional Activities v. PROMOTION visibility vi. Speed test of vodafone 3G vii. DSKH registration to the retailer viii. Sales Promotion
CHAPTER5 > LITERATURE REVIEW 26
CHAPTER6> RESEARCH METHODOLOGY 27 TO 28 i. Research approach ii. Research design iii.Research instrument iv.Methods of Data Collection v. Sampling Method vi. Area of Operation
CHAPTER7 > DATA ANALYSIS AND INTERPRETATION 29 TO 46 i. Analysis on Consumer Survey ii. Analysis on Retailer Survey iii. Findings iv. SWOT Analysis v. Marketing Mix(4ps) vi. PEST Analysis
CHAPTER8 > CONCLUSION 47 CHAPTER9 > ROCOMENDATIONS 48 CHAPTER10 > BIBLIOGRAPHY 49 CHAPTER11 > APPENDIX 50 TO 55
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EXECUTIVE SUMMARY
Project Title
The project entitled “MARKET INSIGHT OF VODAFONE IN MALDA CENTRAL BENGAL ZONE ”.
Company profile
Vodafone Group is a British multinational telecommunications company headquartered in London and with its registered office in Newbury, Berkshire. It is the world's 2nd-largest mobile telecommunications company measured by both subscribers and 2013 revenues (behind China Mobile), and had 434 million subscribers as of 31 March 2014.
Vodafone owns and operates networks in 21 countries and has partner networks in over 40 additional countries. Its Vodafone Global Enterprise division provides telecommunications and IT services to corporate clients in over 65 countries.
Vodafone has a primary listing on the London Stock Exchange and is a constituent of the FTSE 100 Index. It had a market capitalisation of approximately £89.1 billion as of 6 July 2012, the third-largest of any company listed on the London Stock Exchange. It has a secondary listing on NASDAQ.
The name Vodafone comes from voice data fone, chosen by the company to "reflect the provision of voice and data services over mobile phones."
Objective of the Research
Primary Objective
My primary objective of the research is to conduct the market survey on communication and visibility in Malda CB zone
To study the satisfaction level of the respondents towards the service provided by Vodafone.
To educate the retailers about the different services of Vodafone which includes MPESA , DSKH ,MNP etc .
To know that how much retailers are aware of the products and service of Vodafone.
Secondary Objective
Conduction of Promotional activities to ensure visibility in the respective zone Direct Selling was conducted under the Canopy activity. I received the feedback from the end consumers and retailers and then
reported it to the company executives/supervisors.
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RESEARCH METHODOLOGY
Area of operations
In my research studies i had collected the various data from different retailers in Malda CB zone which includes Malda town, Kaliachok, Gangarampur, Buniadpur and for consumer data collection the market that was allotted to me was Ratua market .
However the following given data are collected by my own in my 1 month of Research Programme Method.
Methods of Data Collection :
In this project my research is fully depend on the collection of data by the respondents . The two types of Data Collection
Primary Data Collection. Secondary Data Collection.
1. Primary data collection
In my Research the primary data collection was mainly done through the questionnaires to Retailers and questionnaires to consumers. I meet the respondents personally and request them to answer my questions for the requirement of my Research.
2. Secoundary Data Collection
I collected my secoundary data from different sources i.e, from Philip Kotler’s Marketing Management Book and company website.
Research Instrument :
The instruments adopted for the primary data collection is through “Questionnaires“. Through the questionnaire the feedback of the respondents were taken.
Scope of the study
The scope of my study focuses on existing marketing condition of communication and visibility of Vodafone in Malda CB zone.
Analysis of Data :
Data’s are analysed only the basis of questionnaire during the Market Research Period of Vodafone.
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Presentation of Data :
Pie charts, percentage methods and bar graphs are used to present the analysed data .
FINDINGS
Most of the retailers are unaware about Vodafone services like DSKH, FCC, MPESA.
People perception about Vodafone e-bonus card, 121 offers, data card is poor service facility in areas like Ratua, manikchok, kaliachok .
Less of advertisement in educational fields like school, college, university, medicin, science and technology where there is huge scope of promoting the brand with their services.
Consumers are not satisfied with the network data speed and taktime offers in areas like Manikchok, Ratua .
Retailers are not satisfied because of activation of delay in Kalichok semi rural and rural areas.
RECOMENDATION
As per Consumer
Vodafone needs to increase the numberof outlets so that it can cover more areas and provide maximum consumer satisfaction specially under the rural belt of malda like kaliachok,ratua etc.
Vodafone needs to increase number of campaigning activities specially in rural areas with new schemes and attractive offers.
As per Retailers
Vodafone need to increase the rate of commission received by the retailers and also reduce the delay of payments .
The frequency visit of Distribuer sales executive to each and every retailer should be regular and they have a clear understanding about Vodafone services and product.
Visibility required (poster, banner, hoading) specially in Ganagarampur, Kaliachok, Buniadpur.
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TELECOM SECTOR IN INDIA
INDUSTRY OVERVIEW: The Indian telecommunications industry is one of the fastest growing in the world. Government policies and regulatory framework implemented by Telecom Regulatory Authority of India (TRAI) have provided a conducive environment for service providers. This has made the sector more competitive, while enhancing the accessibility of telecommunication services at affordable tariffs to the consumers. In the last two decades, the Indian Telecom Sector and mobile telephony in particular has caught the imagination of India by revolutionizing the way we communicate, share information; and through its staggering growth helped millions stay connected. This growth, however, has and continues to be at the cost of the Climate, powered by an unsustainable and inefficient model of energy generation and usage. Simultaneously, this growth has also come at significant and growing loss to the state exchequer, raising fundamental questions on the future business and operation model of the Telecom sector.
Telecommunication services are globally recognised as one of the driving forces for overall economic development in a nation. They are also one of the prime support services needed for rapid growth and modernisation of various sectors of the economy. The Government of India recognises this fact and hence, has taken several major initiatives to provide a business friendly environment for companies in this sector.
Driven by 3G and 4G services, it is expected that there will be huge machine-to-machine (M2M) growth in India in 2016-17, according to UST Global. There is also a lot of scope for growth of M2M services in the government's ambitious US$ 1.1 billion Smart City program The rapid strides in the telecom sector have been facilitated by liberal policies of the Government of India that provide easy market access for telecom equipment and a fair regulatory framework for offering telecom services at affordable prices. According to a study by GSMA, it has been expected that smart phones will account for two out of every three mobile connections globally by 2020 and India is all set to become the fourth largest smart phone market.
Current Scenario
In Indian telecom sector the number of telephone subscribers in India increased from 957.61 million at the end of September, 2014 to 962.63 million at the end of October, 2014, thereby showing a monthly growth rate of 0.52%. The urban subscription increased from 569.56 million at the end of September, 2014 to 570.58 million at the end of October, 2014 and the rural subscription increased from 388.05 million to 392.05 million during the same period. The monthly growth rates of urban and rural subscription were 0.18% and 1.03% respectively.
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Tele-density in india:
The overall tele-density in india increased from 76.75 at the end of September,2014 . the urban Tele-dencity increased from 148.07 to 148.10 and Rural Tele-density increased from 44.96 to 45.39 in the month of octobar 2014 . The shares of urban subscribers and rural subscribers at the end of October , 2014 were 59.27 % and 40.73 % repectively.
Total wireless subscribers base increased from 930.20 million at the end of October , 2014 , thereby registering a monthly growth rate of 0.55 %. Wireless subscription in urban areas increased from 547.70 million at the end of September , 2014 the wireless subscription in rural areas increased from 382.50 million to 386.57 million during the same period. The monthly growth rates of urban and rural wireless were 0.20% to 1.06% respectively. The wiereless teledensity in india increased from 74.55 at the end of September , 2014 to 74.89 athe end of October , 2014.
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Composition of telephone subscribers in India
The wireless segment ( 96.9 % of the total telephone subscriptions) dominates the market, while the wireline segment accounts for the rest
Wireless market share in terms of total subscribers in India
As the above pie chart shows that in India–Bharti Airtel is the market leader, with a 22.7 per cent of the total subscription, followed by Vodafone ( 18.4 per cent share ). This pie chart shows a exact picture of different operators ranking in India.
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INTRODUCTION:
Company At a glance:
At Vodafone India, our customers are at the heart of everything we do. That’s why over 188 million Indians have chosen to stay connected with us.Our knowledge of global best practices along with our deep exposure to local markets has made us leaders in the telecommunications industry. Since commencing operations in 2007, we have consistently been awarded for our best-in-class network, powerful brand, unique distribution and unmatched customer service. Whether an individual or enterprise, our customers always receive world-class services that cater to their needs.
History:
Vodafone India is a 100% subsidiary of Vodafone Group. It commenced operations in 1994 when its predecessor Hutchison Telecom acquired the cellular license for Mumbai. Brand Vodafone was launched in India in September 2007, after Vodafone Plc. acquired a majority stake in Hutchinson Essar in May 2007. From a single operation base with 31 million customers, the company has expanded its operations across the country to cover all 22 telecom circles and service 180 million customers. This journey is a strong testimony of Vodafone's commitment and success in a highly competitive and price sensitive market.
Mission & Vision:
Vodafone Group VisionOur Vision is to be the communication leader in an increasingly connected world.
Vodafone India MissionVodafone will enhance value for its stakeholders and contribute to society by providing our customers with innovative, affordable and customer friendly communications services.Through excellence in our service we aspire to be the most respected and successful telecommunications company in India.
Key Milestones: 1992: Hutchison Whampoa and MAX group establish Hutchison Max 2000: Acquisition of Delhi operations and entry into Calcutta (now Kolkata) and
Gujarat markets through Essar acquisition 2001: Won auction for licences to operate GSM services in Karnataka, Andhra
Pradesh and Chennai.
2003: Acquired AirCel Digilink (ADIL — ESSAR Subsidiary) which operated in Rajastan, Uttar Pradesh East and Haryana telecom circles and rebranded it 'Hutch'
2004: Launched in three additional telecom circles of India namely Punjab, Uttar Pradesh (West) and West Bengal
2005: Acquired BPL Mobile operations in 3 circles. This left BPL with operations only in Mumbai, where it still operates under the brand 'Loop Mobile'.
2007: Vodafone acquires a 67% stake in Hutchison Essar for $10.7 billion. The company is renamed Vodafone Essar. 'Hutch' is rebranded to 'Vodafone'
2008: Vodafone acquires the licences in remaining 7 circles and starts its pending operations in Madhya Pradesh circle, as well as in Orissa, Assam, North East and Bihar
2011: Vodafone Group buys out its partner Essar from its Indian mobile phone business. It paid $5.46 billion to take Essar out of its 33% stake in the Indian subsidiary. It left Vodafone owning 74% of the Indian business
2014: On 11 April Vodafone acquires 100 percent stake in Vodafone India 2014: On 6 August Vodafone India launches Vodafone RED 4.New Postpaid plans
across India 2015: On 17 January Vodafone launches its iPhone plans across India.
Vodafone India revenue up 12.6 percent in financial year 2015
Vodafone India reported a 12.6 percent jump in its total revenue at Rs 42,526 crore for the fiscal ended March 31, driven by strong customer additions and growth in data revenues.
The company had reported a total revenue of Rs37,777 crore in the last financial year. Vodafone continues to be net profit positive for second consecutive year, though it refused to share the amount. “It’s a second consecutive year net profit for the company. It’s a good year but I am not commenting on the growth rate,” Vodafone India Chief Financial Officer Thomas Reisten told reporters here.
The revenue from the services rose by same 12.6 percent to Rs 42,352 crore for the reported fiscal as compared to Rs 37,606 crore last year. For the fourth quarter of FY15, the company reported a service revenue of Rs 10,887 crore as compared to Rs 9,713 crore in the corresponding period last fiscal. Vodafone said the service revenues in Q4 were impacted by changes in inter-connect usage charges (IUC) prescribed by regulator Trai, effective March 1, which led to a marginal drop.
EBITDA or operating profit of the UK-based company’s arm stood at Rs 12,605 crore for 2014-15, as compared to Rs 10,847 crore in the previous fiscal. “During the year, we made significant capex investments to expand our network…All our focus areas data, Vodafone Business Services and M-Pesa performed well and maintain a high growth trajectory,” Vodafone India Managing Director and CEO Sunil Sood said.
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He said the company invested Rs 8,598 crore in FY15 mainly in new sites roll-out in order to deliver superior customer experience and growth in key focus areas. The data (browsing) revenue for the reported fiscal stood at Rs 5,690 crore, a growth of 65.5 percent year-on-year. Data now contributes 15 percent of service revenues whereas Vodafone Business Services contribute 13 percent of service revenues. Last year, data contributed 10 percent of service revenues.
Vodafone has a customer base of around 184 million, with nearly 97.9 million in rural areas and 19.4 million 3G customers. The average revenue per user (ARPU) for Q4 FY15 stood at Rs 200. Data ARPU stood at Rs 141 in Q4 FY15 versus Rs 120 in Q4 FY14. The company’s money payment and transfer service M-Pesa base increased to 3 million registered customers, doing over 100K transactions/day. Vodafone India now is the third largest contributor to group service revenue. A fresh equity infusion of Rs 6,000 crore was made to vodafone India during the fiscal. The net debt for the company stands at Rs 47,807 crore as of March this year.
Sood said the company will be launching 4G services in select circles in the later half of the year and currently trials are going on for 4G in the circles. Asked about increase in tariffs, Sood said it depends on the market. “We are open to increase any tariffs as long as the market can take them and it makes business sense,” he added.
On the question of net neutrality, Sood said the company supports net neutrality and net equality. “The rules of the game can be decided by the government, we are open to suggestions, we are open to debate and let a knowledgeable panel decides…all we want to say is there should not be differences, there can’t be different rules for the same service,” he said. On zero rating programmes, he said they are one form of sponsored programmes and there can be many forms. ”If you see the net, most of it is sponsored, nothing is free in this world,” he added.
The MD and CEO of country’s second largest mobile operator said the telcos need to penetrate data and has to adopt many ways to do that. “We need to penetrate data…data is not as easy as voice…we have to give freebies to encourage people to use,” he added. On the plans to come out with an IPO, Sood said its decided by shareholders and they evaluate all such decisions. On Narendra Modi’s one year in office, Sood said the Prime Minister’s vision is perfect. He added Modi has undertaken the Digital India programme and he has understood that IT or Internet industry is the future.
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Service provider-wise market share in the wireless subscribers as on 28 th February, 2015
As the above pie chart shows that in India –Bharti Airtel is the market leader , with a 23.2 per cent of the total subscription , followed by Vodafone ( 19 per cent share ). This pie chart shows a exact picture of different operators current ranking in india.
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REVIEW: OBJECTIVE OF THE RESEARCH
Every organization has to achieve its organizational goals. For this it is very essential for an organization to know about its consumer satisfaction as well as its competitive product in the market. This survey may be also aimed as to estimate potential buyer for the product .the objective of the study is under ;
To identify the marketing performance as well as the marketing strategies of Vodafone’s communication and visibility among its various competitor’s in the telecom Market of Malda CB zone.
To study the satisfaction level of the respondents towards the service provided by Vodafone.
To educate the retailers about the different services of Vodafone which includes MPESA , DSKH ,MNP etc .
To aware the retailers about the current 3g speed of Vodafone with the help of a software named ookhla speedtest in that respective place .
To know that how much retailers are aware of the products and service of Vodafone.
To identify and analyse customer requirement towars the brand Vodafone according to their usage.
To find out target customers for it as well as analyze the cause why consumers as well as retailers preferring other operators intead of Vodafone.
To compare various parameter of marketing strategy , visibility , advertisement etc and so on.
Conduction of Promotional activities to ensure visibility in the respective zone .
Direct Selling was conducted under the Canopy activity for Sales promotion in Ratua Market .
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NEED OF THE RESEARCH
To identify what type of marketing practices and strategies that Vodafone follows for achieving its business goal via communication and visibility among its all marketing competitors and to know how they provide their service to various its customers in the telecom market field .
To know the difference between the Vodafone communication and visibility comparing to the other telecom operators in this field and also to know the end consumers needs and demands towards this brand .
To enhance the successful performance of Vodafone’s products and services which includes MPESA,DSKH,MNP .
To develop Organization’s own need as well as the end consumer needs and retailer needs .
LIMITATION OF THE RESEARCH
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Respondents were busy in their own business and for this reason few retailers as well as people were not cooperative to me to answer my questionnaires.
Some respondents were totally don’t know about Vodafone services like DSKH , MPESA , MNP etc .
People were hesitant to disclose the true fact of their thoughts about data card.
Many of the respondents were asking for non documented sim during the sales part of my research which was conducted in Ratua maket .
Incomplete data from retailers as they were not cooperative to answer the questionnaires.
Inability of retailers to answer few questionnaires which caused difficulty in proper data analysis
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SCOPE OF THE RESEARCH
The scope of my study focuses on existing marketing condition of communication and visibility of Vodafone in Malda CB zone. My research entire view were taken on the primary data collection from different retailers of telecom sector and also from the end consumers in Ratua market on the basis of questionnaire and my secoundary studies was taken from marketing books , internet sources like company website , company’s past record . However i has done my entire research on visiting different retailer shops in Malda CB zone.
PROMOTIONAL ACTIVITY FOR VISIBILITY
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Promotion refer to the entire set of activities, which communicate the product, brand or service to the user. The idea is to make people aware, attract and induce to buy the product, in preference over others.
The promotional activity for visibility support was held in Malda town, where we have visited 55 retail shops , the primary objective is to ensure visibility in the retail shops.we have also provided them the current month Tariff and also uplifted banners , posters in the respective shops.
SPEED TEST OF VODAFONE 3G
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To get accustomed with the 3G network connection we need to have some Speed Test which will give a detailed idea about the current 3G speed in the Respective place.
The basic objective of Speed Test is to ensure the current 3G speed of Vodafone in that particular area. This particular task was assigned to me and it was done in Malda town , I ensured the Speed test for 12 Retail shops and have certified the Retailers about the current 3G Speed of Vodafone in that Respective area . This entire process was carried by the help of a Software called OOKLA SPEED TEST.
DSKH REGISTRATION TO THE RETAILER
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DSKH Stands for DATA SCORE KOTO HOLO, it is basically a target of data set for the Retailers, where on this target achivement they get extra bonus balance/commission in their vodafone E-TOP up number . The task that was allotted to us that we have to register the retailers Vodafone E-top up number who are unware about this target and also try to aware them about the minimum target they have to achive for DSKH.
Out of 99 retailers i have surveyed , i have registersd 32 Retailers through proper process and also educated about the targets and achievemens of DSKH and also created awareness on the respective places i have visited like Malda town , kaliachok , Gangarampur , Buniadpur on DSKH.
SALES PROMOTION
The Sales Promotion was also conducted in Ratua Market UnderThe Supervision of Mr. Swadip Mishra ( Relationship Manager) this was done in a canopy activity.
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Total 21 prepaid sim were sold in the canopy activity;
16 were new consumers5 are MNP consumers
15 lead generation was processed by me for Mpesa and the leads were forwarded to the supervisor Mr. Mithun saha.
LITERATURE REVIEW
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A literature review is the effective evaluation of selected documents on a research topic. A review may form an essential part of the research process or may constitute a research project in itself. In the context of a research paper or thesis the literature review is a critical synthesis of previous research.
The references for the literature review used for the problem in hand are as follows: Seth et al (2008) analyzed that there is relative importance of service quality attributes and showed that responsiveness is the most importance dimension followed by reliability, customer perceived network quality, assurance, convenience, empathy and tangibles. Liu (2002) found that the choice of a cellular phone is characterized by two attitudes: attitude towards the mobile phone brand on one hand and attitude towards the network on the other. Samuel (2002) observed that most of the respondents consider size, quality, price, instrument servicing are an important factors for selecting the handset while majority of the respondents are satisfied over the payment system, quality of services, coverage area and the process of attending the complaints regarding their mobile service provider.
RESEARCH METHODOLOGY
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To define any research problem and give suitable solution for any research , a sound research plan is inevitable. Research Methodology underlines the various steps involved by the researcher in systematically solving the problem with the objective of determining various facts.
Research Design :
A research work will be successful only with a sound design. The Research Design for the purpose of the study is analytical in nature . The major purpose of analytical research includes survey & in-depth analysis of variables . The research plan calls for gathering primary & secondary data . The sampling method adopted for the present study is simple random sampling.
Methods of Data Collection :
In this project my research is fully depend on the collection of data by the respondents . The two types of Data Collection
Primary Data Collection. Secondary Data Collection.
1. Primary data collection
In my Research the primary data collection was mainly done through the questionnaires to Retailers and questionnaires to consumers . I meet the respondents personally and request them to answer my questions for the requirement of my Research .
2. Secoundary Data Collection
I collected my secoundary data from different sources i.e , from Philip Kotler’s Marketing Management Book and company website.
Research Instrument :
The instruments adopted for the primary data collection is through “ Questionnaires “. Through the questionnaire the feedback of the respondents were taken.
Sampling Plan :
Sampling plan includes sampling unit used in this survey . it also includes the sampling size and the sampling procedure used for this survey
Sampling unit :
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Retailer shops in Malda CB zone which includes Malda town , kaliachok , gangarampur , buniadpur and for Consumer survey it is Ratua market.
Sampling size :
The sample was selected based upon Simple Random sampling. For the purpose of my research i had taken total 199 samples.
Contact Method :
The method used to contact the respondent was direct interview . The researcher selected direct contact method because there is no scope of contacting the respondents through telephone or direct mail .
Analysis of Data :
Data’s are analysed only the basis of questionnaire during the Market Research Period of Vodafone .
Presentation of Data :
Pie charts , percentage methods and bar graphs are used to present the analysed d
AREA OF OPERATION
In my research studies i had collected the various data from different retailers in Malda CB zone which includes Malda town , Kaliachok , Gangarampur , Buniadpur and for consumer data collection the market that was allotted to me was Ratua market .
However the following given data are collected by my own in my 1 month of Research Programme Method.
DATA ANALYSIS AND INTERPRETATION:
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The process by which sense and meaning are made of the data gathered in qualitative research, and by which the emergent knowledge is applied to clients' problems. This data often takes the form of records of group discussions and interviews, but is not limited to this. Through processes of revisiting and immersion in the data, and through complex activities of structuring, re-framing or otherwise exploring it, the researcher looks for patterns and insights relevant to the key research issues and uses these to address the client's brief.
CONSUMER SURVEY:
The survey of consumers were conducted in Ratua Market under the supervision of Mr. Swadip Mishra ( Relationship Manager ) ,where i have surveyed 100 consumers.The survey was based on E-BONUS CARD , ROAMING PACK , DATA CARD PREFERENCE , MNP . The survey of the consumers was done in Canopy Activity .
Consumer: Analysis on the basis of questionnaire
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1. Why you are choosing VODAFONE ?
NETWORK CONNECTIVITY78%
SERVICE18%
OFFERS4%
REASON FOR CHOOSING VODAFONE
2. Which service do you use mainly in VODAFONE?
VOICE65%
VOICE & DATA35%
PREFERABLE SERVICE
3. Do you know MNP offer of VODAFONE?
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YES3%
NO97%
MNP OFFER AWARENESS
3. IN VOICE which recharge you mainly preffer?
NORMAL FTT NORMAL & FTT0
10
20
30
40
50
60
70
PREFERABLE RECHARGE IN VOICE
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4. Which internet service you mainly prefer?
2G 31%
3G2%
2G & 3G BOTH
7%
NONE60%
DATA PREFERENCE
5. In 2G which scheme you mainly prefer?
Rs 17 & 24 Offer Wise None0
10
20
30
40
50
60
70
PREFERABLE RECHARGE IN 2G
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6. In 3G Which you mainly prefer?
251 Offer Wise None0
10
20
30
40
50
60
70
80
90
100
PREFERABLE RECHARGE IN 3G
7. Do you check our 121 offer?
YES NO0
10
20
30
40
50
60
CHECKING OFFERS ON 121
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8. Do you use Vodafone bonus card?
YES75%
NO25%
E-BONUS CARD USERS
9. Do you use roaming pack of VODAFONE?
YES NO0
102030405060708090
100
ROAMING CARD USERS
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10. What services do you expect from VODAFONE?
INTERNET CONNECTIVITY IMPROVEMENT
18%
BETTER SERVICE22%
BETTER BILL SERVICE
2%BETTER CUS-TOMER CARE
SERVICE2%
GOOD OFFERS & SCHEMES
38%
GOOD TT OFFERS8%
CALL RATE DEDUCTIONS
5%NO EXPECTATIONS
5%
SERVICE EXPECTATIONS FROM VODAFONE
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Retailer survey
The retailer survey was conducted in places like malda town, kaliachowk, gangarampur, buniadpur. The sample size was 99 and surveyed them with questionnaire, asked them about DSKH , Best service oprator, Fcc, MNP, m-pesa, count of visibility in respective shops , according to a rank meter the feedback from retailers was :
Airtel
Vodafone
And others
I have also taken the information about first recharge amount on Airtel , Vodafone , Aircel .
Retailer : Analysis on the basis of questionnaire
1. Retailers visited under the following distributor?
70%
20%
10%
RETAILERS UNDER THE FOLLOWING DIS-TRIBUTERS
JASHODA COMMUNICATION MOBILE CARE ( KHOKON MOHONTO )Unknown
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2. Best service given by which operator?
AIRTEL VODAFONE0
10
20
30
40
50
60
70
BEST SERVICE GIVEN BY WHICH OPERATOR
3. How many days in week, DSE visit in your shop?
DAILY59%
NOT REGULAR34%
MAXIMUM 4 DAYS A WEEK7%
DSE FREQUENCY OF VISIT
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4. Do you know FCC awareness for the current months?
YES10%
NO90%
FCC AWARENESS FOR THE CURRENT MONTH
5. Are you a DSKH Outlet?
YES31%
ACTIVATED32%
NO36%
DSKH OUTLET
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6. Do you MNP Scheme awareness?
YES79%
N021%
MNP SCHEME AWARENESS
7. MPESA PAYOUT AWARENESS:
YES77%
NO23%
MPESA PAYOUT AWARENESS
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8. COUNT OF POSTER VISIBILITY?
IDEA RELIANCE AIRTEL VODAFONE AIRCEL0
5
10
15
20
25
30
35
40
COUNT OF POSTER VISIBILITY
9. AVERAGE RATING OF DIFFERNT OPERATORS AS PER RETAILERS?
VODAFONE AIRTEL IDEA0
1
2
3
4
5
6
7
8
9
10
AVERAGE RATING OF DIFFERNT OPERATORS AS PER RETAILERS
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10. Reason for rating of VODAFONE
SERVICE27%
NETWORK AND SERVICE
36%
CUSTOMER SATISFACTIOM WITH NETWORK
11%
NETWORK 5%
CAB PROBLEM7%
VISIBILITY PROBLEM13%
REASON FOR RATING VODAFONE
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FINDINGS
Most of the retailers are unaware about Vodafone services like DSKH , FCC , MPESA .
People perception about Vodafone e-bonus card , 121 offers , data card is poor service facility in areas like Ratua , Manikchok , Kaliachok .
Less of advertisement in educational fields like school , college , university , medicine , science and technology where there is huge scope of promoting the brand with their services.
Consumers are not satisfied with the network data speed and taktime offers in areas like Manikchok , Ratua .
Retailers are not satisfied because of activation of delay in Kalichok semi rural and rural areas.
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SWOT ANALYSIS
Communication and Visibility
Strength Vodafone has fully IP enabled infrastructure thus implying application convergence , service convergence , and network convergence . Vodafone has able to maintain a strong distribution channel . It is world’s second largest telecom company .2g data speed is 236kbps and 3g data speed is 7.5 mbps . its annual revenue is good , which helps in investing in asstes for long term growth .
Weakness Vodafone 3g service is not available in all circle specially in semi-rural and rural areas of Malda CB zone . There is no better promotion of the services like DSKH ,MNP,MPESA etc. Retailers as well as the consumers were not aware of the services of Vodafone . Vodafone deposited more than 10,000 cr for 3g licence but till now it is not recovered. There is no unlimited download plan for the prepaid customer.
Opportunities A strong economy and a growing market . Indian Telecom industry is the fastest growing industry in the world. So there is huge opportunity for Vodafone to grow . Partnership with a good advertising company could help for beeter promotion. Now a day’s most of the rural people are using phone so there is high chance in rural penetration for data and voice both. In the rural belt of Mada like ratua , manikchok , khaliachok , gangarampur the 2g speed is very slow and the customer base for Vodafone is also very high so its another opportunity to grow up . Another strategy can be applied for more customer satisfaction is that providing low price schme and good talktime offers for price sensitive customers.
Threats In Indian market there are large number of players in telecom industry , each and every offering more and more attractive schmes and offers for gaining more customers so Vodafone should also introduce good offers in taltime and data both and specially for rural penetration .
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MARKETING MIX OF VODAFONE
A long term marketing strategy is underpinned by careful planning and a successful marketing mix. The marketing mix is a specific combination of 4 strategies designed to satisfy customers, it is represented by 4p’s.
Product – features and benefits of a good or service Price- the cost of a good or service Place- where the good and service can be bought Promotion- the strategies by which customers are made aware of a good or service.
1. Product A product with many different features provides customers with oppurtunities to communicate ,play games, send and receive pictures, receive information about travel and sporting events, obtain billing information , send and receive money , billings can be paid , send and receive MMS etc.
2. Price Vodafone wants to make its service accessible to as many people as possible: from the
young ,through apprentices and high powered business executives , to the more mature users.
It offers various pricing structures to suit different customer groups. Monthly price plans are available as well as prepay options . phone users can top up
their phone on line. Vodafone UK gives NECTAR reward points for every £ 1 spent on calls , text
messages , picture messages and ring tones3. Place Vodafone UK operates over 300 of its own stores It also cells through independent retailers e.g, Carphone Warehouse Customers are able to see and handle producuts they are considering buying People are one hand to ensure customer needs are matched with the right product and
to explain the different options available.4. Promotion Advertising on TV , on bill boards , in magazines , F1 racing sponcership ,and in
other media outlets reaches large audiences and spreads the brand image and the message very effectively . This is known as above the line promotion.
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Stores have special offers , promotions and point of sale posters to attract the customers to come inside the store and buy
The objective of Vodafone’s store , its products and its staff all projects the brand image.
Vodafone activity develops good public relations by sending press release to national newspapers and magazines to explain new products and ideas.
The following promotional activity has been conducted in Ratua market under Canopy activity.
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PEST ANALYSIS
POLITICALGovernment and legal issues affecting how the company works .RegulationsInfrastructureBanning of phone use in certain circumstancesHealth issues
ECONOMICFactor affecting the purchasing power of end consumers and companies cost of capital.
Cost of 3g licence
Cost of call being driven down
Worldwide recession
Cost of 2g licence
SOCIALDemographic and cultural aspects of environment which influences end consumers need and market size.Health issuesDemographicSocial trends
Technological 2g3gMMSGPRSNet Banking
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CONCLUSION
From the entire studies of my 1 months 15 days Summer Internship Program on “ MARKET INSIGHT OF VODAFONE IN MALDA CB ZONE “ I am concluding that.
Though Vodafone has a widest Telecom sector in whole over the world it should have a deepest product line in communication and visibility. But as per my survey , questionnaires to consumers as well as many retailers , have different buyer decision and valid perception about using different operators of telecom , because people were perceiving that Vodafone is not a user friendly operator in terms of tariff , bonus card , 121 offers etc but still people are using this for the strong network connectivity in Vodafone. Hence Vodafone should aim to providing different aggressive promotional strategies like good talktime offers , 121 offers , advertisements , competitive data card price , cost effective tariff plans and more user friendly service in rural belt as well as semi rural belt of Malda to ensure maximum consumer satisfaction. Then it will be able to exist itself in front of its competitors in the Market.
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RECOMENDATION
AS PER CONSUMERS
Vodafone needs to increase the number of outlets so that it can cover more areas and provide maximum consumer satisfaction specially under the rural belt of malda like kaliachok, ratua etc.
Vodafone needs to increase number of campaigning activities specially in rural areas with new schemes and attractive offers.
Vodafone needs to improve its 2g service network in Ratua market. Vodafone can use sms service or e-mail for awareness of different schemes and offers
instead of push messages. Vodafone needs to provide more 121 offers and benefits according to the requirement
and usage of their prospective customer. Promotional activities in college campus to create awareness regarding the various
services and products To develop 2g and 3g offers and value schemes.
As per retailers
Vodafone need to increase the rate of commission received by the retailers and also reduce the delay of payments.
The frequency visit of Distribuer sales executive to each and every retailer should be regular and they have a clear understanding about Vodafone services and product.
Visibility required ( poster, banner, hoading )specially in ganagarampur, kaliachok, buniadpur.
Data speed should match with our competitors specialy in the areas like Ratua and Manikchok market.
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BIBLIOGRAPHY
BOOKS
Marketing management – Philip Kotler
MAGAZINE
4P’SMarketing master mind
NEWS PAPER Business standardThe Economic Times
WEBSITES
www.Vodafone.com
www.Vodafone.in
www.Vodafonecellular.com
www.Trai.com
www.google.com
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ANNUXTURE
QUESTIONIRE FOR THE CONSUMER SURVEY
Name:………………………………..
Age group:…………………………..
Contact No…………………………..
Location:………………………….....
Market Name…………………………
1. ARE YOU A VODAFONE USER?a. YESb. NO
2. WHY VODAFONE?
3. WHICH SERVICE DO YOU USE MAINLY IN VODAFONE?a. VOICE b. DATA
4. DO YOU KNOW MNP OFFER OF VODAFONE? (Ask only if no at Q1)
a. YESb. NO (V2V 10p, V2O 30p- 3 to 6 MONTHS)
5. IN VOICE WHICH RECHARGE YOU MAINLY PREFER?a. NORMALb. FTTc. OTHERS PLEASE SPECIFY
6. WHICH INTERNET SERVICE YOU MAINLY PREFER?
a. 2Gb. 3Gc. NONE
7. IN 2G WHICH SCHEME YOU MAINLY PREFER? (ONLY IF 2G User)
a. 18b. 177c. 155d. OTHERS PLEASE SPECIFY
8. IN 3G WHICH SCHEME YOU MAINLY PREFER? (ONLY IF 3G User)a. 49b. 147c. 251d. OTHERS PLEASE SPECIFY
7. DO YOU check our 121 OFFER?a. YESb. NO.
8. DO YOU USE VODAFONE BONUS CARD?a. YESb. NOc. IF YES PLEASE SPECIFY
9. DO YOU USE ROAMING PACK OF VODAFONE?a. YESb. NO
10. DO YOU GET ALL RECHARGE AND COUPONS FROM THE OUTLET?a. ALWAYSb. SOMETIMESc. NEVER? ( )
11. WHAT SERVICES DO YOU EXPECT FROM VODAFONE?
=
12. ON A RATING OF 1 TO 10 RATE VODAFONE OVER ALL SERVICES?
ANNUXTURE
QUESTIONIRE FOR THE RETAILER SURVEY
`1. AUDIT DATE ?
2. RETAILER NAME ?
3. OWNER NAME ?
4. RETAILER DEMO (NUMBER) ?
5. RM/ DSE NAME ?
6. RM/ DSE NUMBER ?
7. DISTRIBUTOR NAME ?
8. BEST SERVICE GIVEN BY WHICH OPERATOR ?
9. WHICH OPERATOR IS THE BEST ?
10. DSE FREQUENCY OF VISIT ?
11. FCC AWARENESS FOR PRESENT MONTH ?
12. FCC TARGET FO FOR THE CURRENT MONTH ?
13. ARE YOU A DSKH OUTLET?
14. DSKH PARAMETERS AND SLAB AWARENESS ?
15. DSKH (Brochure) PRESENCE ?
16. DSKH TARGETS (Data) ?
17. DSKH TARGETS (Data) WRITTEN ?
18. MNP SCHEME AWARNESS ?
19. MNP SIM AVAILIBILITY AGAINST COMPETITION ?
20. MPESA ACTIVATION / TRAMSACTION PROCESS IF APPLICABLE ?
21. MPESA PAYOUT AWARENESS ?
22. COUNT OF (VF) VISIBILITY AGAINST AIRTEL & AIRCEL (MIN 1 BANNER, 2 POSTERS OF DIFFERENT CAMPAIGNS & NEW FR ONE PAGE) ?
23 . 0 TO 10 RATING OF VODAFONE ?
24. REASON OF RATING ?
25. IF 10 IS GIVEN (DON NOT ASK) WHAT ELSE SHOULD VF SHOULD DO FOR BETTERMENT ?
26. RATE BETWEEN 0 TO 10 TO OTHER OPERATOR (AIRTEL) WILL YOU RECOMMEND THAT BRAND TO YOUR FRIEND ?
27. RATE BETWEEN 0 TO 10 TO OTHER OPERATOR (IDEA) WILL YOU RECOMMEND THAT BRAND TO YOUR FRIEND ?
28. BOARD TYPE ?
29. REMARKS ?
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