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Evaluate the perception of brand image and sales promotion project report

Evaluate the perception of brand image and sales promotion project report

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Evaluate the perception of brand image and sales promotion project report Document Transcript

  • 1. Evaluate the Perception of Brand Image and Sales PromotionTITLE“To Evaluate the Effectiveness of Brand Image and Sales Promotion of TATA Indicomin Belgaum City”RESEARCH OBJECTIVES  To study the Telecom Industry  To measure retailers response towards TATA Indicom  To know the Brand Positioning of TATA Indicom in the minds of retailers  To find out the important factor that retailers attach for a cell service  To know the type of sales promotion that retailers most preferSAMPLING TECHNIQUESPopulation: Retailers situated in Belgaum CitySample Size: 100 RetailersSample Area: Belgaum CitySampling Method: Convenience Sampling QUESTIONNAIREBABASAB PATIL Page 1
  • 2. Evaluate the Perception of Brand Image and Sales Promotion As part of course curriculum, I have taken up a study on “To Evaluate theEffectiveness of Brand Image and Sales Promotion of TATA Indicom in Belgaum City”.I would be grateful, if you kindly co-operate with me and fill this questionnaire.Name of the Outlet : __________________________________________________Name of Retailers : __________________________________________________Address : __________________________________________________Phone Number : __________________________________________________ 1. What kind of business/outlet do you own? Teleshop Multi brand outlet Exclusive outlet Sub dealers 2. Since how long you have been in this business? Less than 1 year 1 Year to 2 Years 2 Years to 3 Years More than 3 years 3. What brands do you stock and sell? Vodafone Airtel Spice TATA Indicom BSNL Reliance 4. What comes to your mind, when you hear the word “TATA Indicom” Factor Tick ( √ ) Brand Image Availability CoverageBABASAB PATIL Page 2
  • 3. Evaluate the Perception of Brand Image and Sales Promotion Value Addition Service 5. Your satisfaction level with the different cell service providers... Company Highly Satisfied Neutral Dissatisfied Highly Satisfied Dissatisfied Vodafone Airtel Spice Reliance TATA Indicom BSNL 6. What kind of benefits do you receive from the company by the way of Sales Promotion Discounts Schemes Coupons Offers Any Other Specify_____________________________ 7. What additional sales promotional inputs do you feel the company should provide? Gift Item Tour Offers Slab offers Certificate from Company Any Other Specify_____________________________ 8. According to you which is the best advertising media for cell service provider? TV Ads Newspapers Wall Painting Poster and Banners Hoardings Any Other Specify _________________BABASAB PATIL Page 3
  • 4. Evaluate the Perception of Brand Image and Sales Promotion 9. Rank the factors that you feel are important for cell service Factors High Medium Low Network Availability Brand Name Price Coverage 10. Please feel free to suggest to the company ____________________________________________________________________ ____________________________________________________________________ ____________________________________________________________________ ___ THANK YOU FOR YOUR CO-OPERATIONBABASAB PATIL Page 4
  • 5. Evaluate the Perception of Brand Image and Sales PromotionBABASAB PATIL Page 5
  • 6. Evaluate the Perception of Brand Image and Sales Promotion INDEX SI No. PARTICULAR Page No 1 Executive Summary 1-6 2 Company Profile 7-8 3 Introduction To TATA Group 9-10 4 TATA Teleservices (TTSL) 11-12 5 Telecom Industry in India 13-14 6 Market Status 15-17 7 Introduction To Topic 18-21 8 Research Methodology 22-24 9 Data Collection 25-26 10 Analysis 27-56 11 Findings 57-58 12 Suggestions 59 13 Conclusion 60BABASAB PATIL Page 6
  • 7. Evaluate the Perception of Brand Image and Sales Promotion INDEX SI No. PARTICULAR Page No 1 Executive Summary 1-6 2 Company Profile 7-8 3 Introduction To TATA Group 9-10 4 TATA Teleservices (TTSL) 11-12 5 Telecom Industry in India 13-14 6 Market Status 15-17 7 Introduction To Topic 18-21 8 Research Methodology 22-24 9 Data Collection 25-26 10 Analysis 27-56 11 Findings 57-58 12 Suggestions 59 13 Conclusion 60BABASAB PATIL Page 7
  • 8. Evaluate the Perception of Brand Image and Sales PromotionBABASAB PATIL Page 8
  • 9. Evaluate the Perception of Brand Image and Sales Promotion EXECUTIVE SUMMARYIn today’s competitive environment most of the organizations are aimingat building powerful Brand apart from providing the products at acompetitive price, value added services and with best of the quality totheir customer. They are using promotional inputs as a tool to createawareness, to inform and attract targeted customer with an objective tomaximize the sales of products and services.Retailers and distributors play key role in building powerful brand andachieving promotional objectives by forming an important link betweenservice provider and ultimate customer. Until and unless an organizationreviews its image in market and the effectiveness of sales promotionalinputs by focusing on each retailer and customers view carefully atregular time intervals it becomes difficult to design ways to go ahead inmore strategic manner by beating its counterparts.The project assigned me was “To Evaluate the Perception of BrandImage and Sales Promotion among Retailers of TATA INDICOM inBelgaum City.”This project taken up is a part of academic assignment to find out thebrand positioning of TATA INDICOM in the minds of retailers, to assessthe sales promotional effectiveness and finally to come with proposal toenhance brand image and effectiveness of promotion inputs in BelgaumCity.BABASAB PATIL Page 9
  • 10. Evaluate the Perception of Brand Image and Sales PromotionOBJECTIVES OF THE RESEARCH  To study the Telecom Industry  To measure retailers response towards TATA Indicom  To know the Brand Positioning of TATA Indicom in the minds of Retailers  To find out the important factor that retailers attach for a cell service  To know the type of sales promotion that retailers most prefer.DATA COLLECTION APPROACHThe information necessary for this research study is collected by tappingprimary and secondary sources. The sources are as follows:Primary Sources: a) Questionnaire b) Personal interaction c) ObservationSecondary Sources: a) Related Information from Internet (Websites) b) Various Text Books c) Journals and MagazinesSELECTION OF SAMPLE • Population: Retail Shops situated in Belgaum city. • Sampling Frame: Shops. • Sampling Unit: Retailers. • Sampling Size: 100. • Sampling Method: Convenient SamplingBABASAB PATIL Page 10
  • 11. Evaluate the Perception of Brand Image and Sales PromotionHYPOTHESESH0: More or equal to 50% of the retailers are Satisfied with TATA IndicomH1: Less than 50% of the retailers are Satisfied with TATA IndicomH0: More or equal to 60% of the retailers consider the Price as animportant factorH1: Less than 60% of the retailers consider the Price as an importantfactorFINDINGS  Most outlets are Multi branded  41% of the retailers are in business for more than 1 year which shows that there is a growth in the market.  About 90% of Retailers stock and sell Vodafone, Airtel and TATA Indicom  When the retailers here the word TATA Indicom they recall the Logo of TATA Indicom.  About 60% Retailers are SATISFIED with the services and offers provided by the TATA Indicom  Retailers receive different kinds of discounts from the company.  Retailers prefer Tour Offers from the company.  Retailers feel that advertising in TV will be very advantages to TATA Indicom.  68% of the retailers give price as the major priority with respect to cell servicesBABASAB PATIL Page 11
  • 12. Evaluate the Perception of Brand Image and Sales PromotionSUGGESTIONS  TATA Indicom should improve the service, specially the activation & network so that the retailers can push the products easily in the market.  There is a huge potential to convert the neutral retailers to satisfied retailers by catering to their specific needs.  An effective promotional strategy has to be designed focusing more on Hoarding and Banners to obtain the desired results. Hoarding has only a few seconds to make the product noticeable. Hence very few words are to be used on a billboard or hoarding.  TATA Indicom should advertise in those newspapers and magazines which has got more circulation.  With modern technology digital billboards and tri-faced billboards are moving the market. Digital billboards allow long messages to run continuously across the screen. They also have advantage of attracting better attention.  The company should provide special offers to retailers to increases the sales.  During the survey it is found that only 45% of the retailers recall the Logo of TATA Indicom which is less than 50% so the company has to focus more on Brand Building Activities.  The company should highlight the additional and competitive features which are not provided by other brands through strong media communication.  The company should advertise on Internet.BABASAB PATIL Page 12
  • 13. Evaluate the Perception of Brand Image and Sales PromotionLIMITATION  The study is limited to Belgaum city only  The responses given by the retailers cannot be considered as totally perfect because of various personal and other limitations.  As retailer’s views and experience include more of psychological aspects, the survey made during a particular time period will give information about the retailers during that particular time period.CONCLUSIONTo conclude, it is very less time to study about brand image and salespromotional strategies apart for this we need to focus on each retailersview carefully in regular time intervals so that the best possible ispresented here, still there is a lot of scope for developing on this subject,as excellence is not limited always.Tata Teleservice is one of the leading player in the telecommunicationsector. TATA Indicom has to focus more on proper advertising strategiesthrough which it can reach its future customers, while 60% of theretailers are very much satisfied by the services provided. Although thereis a need to build more confidence in its retailers. This will be possibleonly through effective communication.Thus, the company should take necessary steps to satisfy the retailers byproviding them with the necessary facilities required to promote brand asa whole.BABASAB PATIL Page 13
  • 14. Evaluate the Perception of Brand Image and Sales Promotion INTRODUCTION TO TATA GROUP The TATA Group comprises 96 operating companies in sevenbusiness sectors: information systems and communications; engineering;materials; services; energy; consumer products; and chemicals. JamsetjiTata founded the Group in the mid 19th century, a period when India hadjust set out on the road to gaining independence from British rule.Consequently, Jamsetji Tata and those who followed him alignedbusiness opportunities with the objective of nation building thisapproach remains enshrined in the Groups ethos to this day. The TATA Group is one of Indias largest and most respectedbusiness conglomerates, with revenues in 2005-06 of $21.9 billion (Rs967,229 million), the equivalent of about 2.8 per cent of the countrysGDP, and a market capitalization of $51.3 billion. TATA companiestogether employ some 2, 46,000 people. The Groups 28 publicly listedenterprises among them stand out names such as TATA Steel, TATAConsultancy Services, TATA Motors and TATA Tea — have a combinedmarket capitalization that is the highest among Indian business housesin the private sector, and a shareholder base of over 2 million. The TATAGroup has operations in more than 54 countries across six continents,and its companies export products and services to 120 nations.BABASAB PATIL Page 14
  • 15. Evaluate the Perception of Brand Image and Sales Promotion The TATA family of companies shares a set of five core values:Integrity, Understanding, Excellence, Unity and Responsibility. Thesevalues, which have been part of the Groups beliefs and convictions fromits earliest days, continue to guide and drive the business decisions ofTATA companies. The Group and its enterprises have been steadfast anddistinctive in their adherence to business ethics and their commitment tocorporate social responsibility. This is a legacy that has earned theGroup the trust of many millions of stakeholders in a measure fewbusiness houses anywhere in the world can match.BABASAB PATIL Page 15
  • 16. Evaluate the Perception of Brand Image and Sales PromotionFIVE CORE VALUES OF TATA GROUP: The TATA Group has always sought to be a value-drivenorganization. These values continue to direct the Groups growth andbusinesses. The five core TATA values underpinning the way we dobusiness are:INTEGRITY: We must conduct our business fairly, with honesty andtransparency. Everything we do must stand the test of public scrutiny.UNDERSTANDING: We must be caring, show respect, compassion andhumanity for our colleagues and customers around the world, andalways work for the benefit of the communities we serve.EXCELLENCE: We must constantly strive to achieve the highest possiblestandards in our day-to-day work and in the quality of the goods andservices we provide.UNITY: We must work cohesively with our colleagues across the Groupand with our customers and partners around the world, building strongrelationships based on tolerance, understanding and mutualcooperation.RESPONSIBILITY: We must continue to be responsible, sensitive to thecountries, communities and environments in which we work, alwaysensuring that what comes from the people goes back to the people manytimes over.BABASAB PATIL Page 16
  • 17. Evaluate the Perception of Brand Image and Sales Promotion TATA TELESERVICES (TTSL) TATA Teleservices is part of the $21.9 billion (Rs 967,229 million)Tata Group that has over 90 companies in distinct sectors like steel,chemical, software, etc. over 220,000 employees are working in thisGroup and more than 2.8 million shareholders. Tata Teleservicesspearheads the Group’s presence in the telecom sector. Tata Teleservicewas incorporated in 1996; It was the first to launch CDMA mobileservices in India with the Andhra Pradesh circle. With the acquisition of Hughes Tele.com (India), now Tata Teleservices(Maharashtra), in December 2002, the company swung into expansion mode. TTSLcurrently offers services under the brand name Tata Indicom in 20 circles in India:Andhra Pradesh, Chennai, Gujarat, Karnataka, Delhi, Maharashtra, Mumbai, TamilNadu, Orissa, Bihar, Rajasthan, Punjab, Haryana, Himachal Pradesh, UttarPradesh (East), Uttar Pradesh (West), Kerala, Kolkata, Madhya Pradesh and WestBengal. The company, which heralded convergence technologies in theIndian telecom sector, is today the second market leader in the fixedwireless telephony market with a total customer base of over more than3.8 million. Tata Teleservices’ bouquet of telephony services includesMobile services, Wireless Desktop Phones, Public Booth Telephony Tata Teleservices has a strong workforce of 6000. In addition, TTSLhas created more than 20,000 jobs, which will include 10,000 indirectjobs through outsourcing of its manpower needs.BABASAB PATIL Page 17
  • 18. Evaluate the Perception of Brand Image and Sales Promotion Today, Tata Teleservices Limited along with its subsidiary TataTeleservices (Maharashtra) Limited serves over 13 million customers inover 3100 towns. With an ambitious rollout plan both within existingcircles and across new circlesBABASAB PATIL Page 18
  • 19. Evaluate the Perception of Brand Image and Sales Promotion TELECOM INDUSTRY IN INDIA YEAR EVENTS 1851 First Telephones in India 1943 Nationalization of Telephone companies 1985 Dot was created 1986 Creation of MTNL &VSNL 1991 Telecom equipped liberalized 1994 Licenses for paging Telecom policy announced Guidelines for private sector participation in basic services Cellular licenses issued for metros Tenders for 2nd operator in basic services apart form Dot on circle basis 1995 VSNL launches internet services 1996 TRAI formed 1998 Internet policy announced 1999 New telecom policy announcedBABASAB PATIL Page 19
  • 20. Evaluate the Perception of Brand Image and Sales Promotion In 1999, the Government of India authored a very forward lookingNational Telecom Policy 1999 (NTP-1999), which acknowledged thataccess to telecommunications is of utmost importance for theachievement of the country’s social and economic goals. Availability ofaffordable and effective communication for the citizens was the corevision and goal of this telecom policy. Since the announcement of thePolicy, the Government has undertaken various concrete steps to achievethe policy objectives. The migration from a fixed to a revenue share license regimeprovided the desired relief to the private operators - earlier burdened byhuge debts that they had to service owing to their license feecommitments. This was the starting point of the cellular revolution beingwitnessed in the country today, wherein almost 2 million lines are gettingadded to the network every month. One of the fastest growing sectors in the country,telecommunications has been zooming up the growth curve ata feverish pace in the past few years. Indiantelecommunication firms added 6.3 million new subscribers inFebruary 2007, taking the total user base above 203 million.India has the sixth largest Network in the world.Telecommunication has helped in developing India a leadingNation in the world.BABASAB PATIL Page 20
  • 21. Evaluate the Perception of Brand Image and Sales PromotionBABASAB PATIL Page 21
  • 22. Evaluate the Perception of Brand Image and Sales Promotion OPPORTUNTIES IN THE INDIAN TELECOMMUNICATION MARKET Despite its size, India has amongst the worlds least developedtelecommunications services. The country has suffered from decades ofeconomic protectionism and nationalized industry. Till a few years back Indians had to wait for several years to geteven a basic telephone line. Figure 1 shows that the telecominfrastructure in India continues to be a long way behind otherdeveloping nations. This trend is about to change. As mentioned earlier liberalization ofthe telecom market in India is gathering speed, driven by the impressivegrowth in the software industry. According to NASSCOM (NationalAssociation of Software and Services Companies), the growth rate overthe period 1995 -2000 has been close to 50 %. The Indian governmentsees the IT industry as Indias links to the wider world. Although thismarket continues to be dominated by state run companies - BharatSanchar Nigam Ltd (BSNL) and Mahanagar Telephone Nigam Ltd.,private companies like Bharti Enterprises, the Reliance Group, and TataTele services, BPL, Birla, AT & T and Hughes & Tele, are entering thismarket. Some of these private companies recently decided to mergemaking a strong mark.BABASAB PATIL Page 22
  • 23. Evaluate the Perception of Brand Image and Sales Promotion With further market liberalization, opening up of the internationaltelephony market and increase in competition, the pace of developmentis going to intensify more. Perhaps the best indicator of the potential forgrowth is a comparison with the other Asian giant china. The dramaticdifference in the side other two - telecom markets created by Chinasearly liberalization and pro - market reforms as shown in figure 2 ismuch greater compared to the 20 - 25% difference in their populations.BABASAB PATIL Page 23
  • 24. Evaluate the Perception of Brand Image and Sales Promotion CELLULAR INDUSTRY IN INDIAThe Government of India recognizes that the provision of a world-classtelecommunications infrastructure and information is the key to rapideconomic and social development of the country. It is critical not only forthe development of the Information Technology Industry, but also haswide spread ramifications on the entire economy of the country. It is alsoanticipated that going forward, a major part of the GDP of the countrywould be contributed by this sector. Accordingly, it is of vital importanceto the country that there be a comprehensive and forward lookingtelecommunications policy which creates an enabling framework fordevelopment of this industry.New Telecom Policy 1999Telecommunication is now universally recognized as one of the primemovers of the modern economy; hence it’s vital importance for developingcountry like India. The availability of adequate infrastructure facilities iscritical for acceleration of the economic development of any country.According, the government of India has accorded the highest priority toinvestment and development of telecommunications sector. Telecomrequires a huge investment and it was not possible for the Indiangovernment to organize public funding of this sector on such a massivescale. In fact the national telecom policy 1994, estimated a resource gapof Rs 23000 crores to meet the telecom targets of the 8th five year plan ofthe government of India (1992-1997). Cellular mobile services were oneof the first areas to be opened up to private competition.BABASAB PATIL Page 24
  • 25. Evaluate the Perception of Brand Image and Sales PromotionThe whole country was divided into 4 metropolitan cities of and 19telecom circles, which were roughly analogous with the states of India.Cellular Licenses were awarded to the private sector first in themetropolitan cities of Delhi, Mumbai, Calcutta and Chennai in 1994 andthen in the 19 telecom circles in 1995.The cellular companies come with the lower tariffs and increasedcoverage; there was also a consultant increase in the number of cellularsubscribers from 1.2 million subscribers in April 1999 to almost 2million by April 2000, the number of cellular subscribes have now grownto almost 6.5 million by the end of March 2002.The year 2001 saw the entry of BSNL and MTNL as the 3rd cellularoperators, in the same year cellular licenses were awarded to the 4thcellular operations in different telecom circles. As of march 2002, theIndian cellular mobile industry had 42 network s on air, serving over1400 towns and cities covering thousands of villages and servicingalmost 6.5 million subscribers across the country.The cellular industry has been growing at a rapid rate and it is beenpredicted that the industry will be able to sustain this growth in thecoming year.BABASAB PATIL Page 25
  • 26. Evaluate the Perception of Brand Image and Sales Promotion COMPANY PROFILEName of the Concern: BARAFWALA & COMPANYAddress: BARAFWALA & COMPANY #11, High Street Camp Belgaum-590 001Type of Concern: Authorized Dealer of TATA IndicomNature of the Industry: Telecom IndustryFactory: # 239/4, Mahatma Phule Road Shahapur, BelgaumDepartments: MIS, Sales, Complaint Handling.Objective: To be the Market Leader and Spread the products in entire Belgaum City.Competitors: Reliance BSNL Airtel Vodafone SpiceBABASAB PATIL Page 26
  • 27. Evaluate the Perception of Brand Image and Sales PromotionMain Management Of the Co: Mr. AZIZ .I. BARAFWALA (Owner) Mr. Asif N. Todewale (MISExecutive)Bankers: Standard Chartered Bank. Punjab National Bank.Importance: Authorized Dealer helps customers to get best Service for their ProductsPhone Number: 0831-2437964Fax: 91-831-437964BABASAB PATIL Page 27
  • 28. Evaluate the Perception of Brand Image and Sales PromotionBRAND IMAGEBuilding and maintaining brand equity is an important area of ongoingbrand marketing. If brand awareness and brand recall are not kept freshand strong, a lot of time and expense will be wasted.Brand equity is the accumulated value of the brand image or identity inthe consumer’s mind. The brand equity can be estimated by calculatingthe sales of a comparable brand with the same features and benefits andsubtracting those from your brand’s sales. The difference then, is thetrue value of your brand equity.There is an intangible value to brand equity and some suggest it can’t beconverted into a dollar value. The whole point of brand marketing is thateverything does actually convert to a dollar value. In reality, that type ofintangible is branding that perhaps missed the mark. Intangibles suchas goodwill do have some sales-oriented value that might be harvested atsome point.Public relations are often considered an intangible yet it does help abusiness solve some brand communications needs and strengthen thebrand’s value and hence contribute ultimately to sales.BABASAB PATIL Page 28
  • 29. Evaluate the Perception of Brand Image and Sales PromotionA brand is unlikely to have one brand image, but several, though one ormany may predominate. The key in brand image research is to identify ordevelop the most powerful images and reinforce them throughsubsequent brand communications.The term “brand image” gained popularity as evidence began to grow thatthe feelings and images associated with a brand were powerful purchaseinfluencers, through brand recognition, recall and brand identity. It isbased on the proposition that consumers buy not only a product(commodity/goods), but also the image associations of the product, suchas power, wealth, style and most importantly identification andassociation with other users of the brand. In a consumer led world,people tend to define themselves and their Jungian “Personality” by theirpossessions. The ego and superego control to a large extent the imageand personality that people would like others to have of them.Good brand image are instantly reminding, are positive and are almostalways unique among competitive brands. It can be reinforced by brandcommunications such as packaging, advertising, sales promotion,customer service, word of mouth, and other aspects of the brandexperience.Brand Images are usually evoked by asking consumers the firstwords/images that come to their mind when a certain brand ismentioned (sometimes called “top of mind”). When responses are highlyvariable, non-forthcoming, or refer to non-image attributes such as cost,it is an indicator of a weak brand image.BABASAB PATIL Page 29
  • 30. Evaluate the Perception of Brand Image and Sales PromotionBRAND ATTRIBUTESAttributes are simply properties of a given product, brand, service,advertisement or any object of interest. Many brand and market researchis targeted at understanding the most significant and powerful attributesof a product/service/brand. It can have many attributes including cost,value for money, prestige, taste, usability, liking and a wide range ofimage or personality attributes.Usually a client wishes to measure their product or brand as perceivedby target markets along several attributes they see important to thebrand. If they are in a competitive market, they also sometimes need toknow how they rate against competing offerings.A key mistake in attribute-based research is for the most salientattributes to be missed or the attribute definitions to be posed in such away as they are not clear to the consumer subject pool. It often occurswhen brand is a product rather than consumer driven. It is oftenimportant therefore for research aimed at “uncovering” the silentattributes of the product according to the consumer.BABASAB PATIL Page 30
  • 31. Evaluate the Perception of Brand Image and Sales PromotionIn brand, where attributes are often related to brand personality, brandimage and brand identification related variables these can often by doneby uncovering qualitative and depth interview techniques. Consumerbecomes familiar with the category within a short time, especially whenprices come down rapidly.Besides, such quick diffusion is also enhanced by the fact that thecategory is a necessity item rather than a luxury. There is also theelement of social visibility associated with the category. Hence for anational brand, mass advertising is a pre-requisite, provided it issupported by the other elements of the marketing mix.DIFFERENTIATIONAdvertisements convey brand differentiation and this may be importantin several categories, which consist of several brands. DifferentiationAwareness can be created by television advertising, but in certaincategories there may be a need to demonstrate the effectiveness ofbrands. Differentiation with which consumers cannot “connect” mayhave a negative implication and if a brand “connects” consumers with itsdifferentiation, it is likely to also differentiate itself in terms of gettingidentified with the consumers.In certain situation, the company may have two offerings in a product-line and there is a need to differentiate them clearly depending on thetarget segments involved. This is a complex situation wheredifferentiation decides the growth of the brand and the perceivedBABASAB PATIL Page 31
  • 32. Evaluate the Perception of Brand Image and Sales Promotiondifference between the offerings. An added layer to the complexity is thesame brand name being used for the offerings.BABASAB PATIL Page 32
  • 33. Evaluate the Perception of Brand Image and Sales PromotionSALES PROMOTIONIt is key ingredient in marketing campaigns, consists of a collection ofincentive tools, mostly short term, designed to stimulate quicker orgreater purchase of particular products or services by consumers or thetrade.Sales promotion tools vary in their specific objectives. Sellers useincentive type promotions to attract new triers, to reward loyalcustomers, and to increase the repurchase rates of occasional users. Itoften attracts brand switchers, who are primarily looking for low price,good value or premiums.Sales promotions generally are unlikely to turn them into loyal users,although they may be induced to make some subsequent purchases. It isused in markets of high brand similarity can produce a high salesresponse in the short run but little permanent gain in market share.In markets of high brand dissimilarity, sales promotions may be able toalter market shares permanently. For retailers, promotions may increasesales of complementary categories as well as induce some store-switching by consumers. They promote greater consumer awareness ofprice.BABASAB PATIL Page 33
  • 34. Evaluate the Perception of Brand Image and Sales PromotionRESEARCH METHODOLOGYTitle of the Project“To Evaluate the Perception of Brand Image and Sales Promotionamong Retailers of TATA INDICOM in Belgaum City.”Objectives of the Research  To study the Telecom Industry  To measure retailers response towards TATA Indicom  To know the Brand Positioning of TATA Indicom in the minds of Retailers  To find out the important factor that retailers attach for a cell service  To know the type of sales promotion that retailers most preferSelection of Sample • Population: Retail Shops situated in Belgaum city • Sampling Frame: Shops • Sampling Unit: Retailers • Sampling Size: 100 • Sampling Method: Convenient SamplingBABASAB PATIL Page 34
  • 35. Evaluate the Perception of Brand Image and Sales PromotionDATA COLLECTION APPROACHThe information necessary for this research study is collected by tappingprimary and secondary sources. The sources are as follows:Primary Sources: a. Questionnaire b. Personal interaction c. ObservationSecondary Sources: a. Related Information from Internet (Websites) b. Various Text Books c. Journals and MagazinesLimitation of the Study  The study is limited to Belgaum city only  The responses given by the retailers cannot be considered as totally perfect because of various personal and other limitations.  As retailer’s views and experience include more of psychological aspects, the survey made during a particular time period will give information about the retailers during that particular time period.BABASAB PATIL Page 35
  • 36. Evaluate the Perception of Brand Image and Sales Promotion1. What kind of business/outlet do you own? Teleshop Multi brand outlet Exclusive outlet Sub dealers What kind of business/outlet do you own? Cumulative Frequency Percent Valid Percent Percent Valid Teleshop 28 28.0 28.0 28.0 Multi-brand outlet 48 48.0 48.0 76.0 Exclusive outlet 14 14.0 14.0 90.0 sub dealers 10 10.0 10.0 100.0 Total 100 100.0 100.0 what kind of business/outlet do you own sub dealers 10.0% Teleshop Exclusive outlet 28.0% 14.0% Multi-brand outlet 48.0%InterpretationAbout 48% of retailers own a multi brand outlet were as 28% own aTeleshop business and 14% of them possesses exclusive outlet and 10%of them are sub dealersBABASAB PATIL Page 36
  • 37. Evaluate the Perception of Brand Image and Sales Promotion2. Since how long you have been in this business? Less than 1 year 1 Year to 2 Years 2 Years to 3 Years More than 3 years Since how long you have been in this business? Cumulative Frequency Percent Valid Percent Percent Valid Less than 1 year 27 27.0 27.0 27.0 1 Year to 2 Years 41 41.0 41.0 68.0 2 Years to 3 Years 27 27.0 27.0 95.0 More than 3 Years 5 5.0 5.0 100.0 Total 100 100.0 100.0 since how long you have been in this business More than 3 Years 5.0% 2 Years to 3 Years 27.0% Less than 1 year 27.0% 1 Year to 2 Years 41.0%InterpretationThe above pie chart indicates that about 41% of the retailers are in business for more than1 year. The retailers who have set up the business newly i.e less than 1 year is also 27%which shows that the market is growing to potential.BABASAB PATIL Page 37
  • 38. Evaluate the Perception of Brand Image and Sales Promotion3. What brands do you stock and sell? Vodafone Airtel Spice TATA Indicom BSNL Reliance 120 96 95 98 100 76 73 80 56 60 40 20 0 m ne l L e e rt e N nc ic co fo BS Ai Sp ia di da el In Vo R TA TAInterpretationOut of 100 retailers 98%, 96%, 95% stock TATA Indicom, Vodafone andAirtel respectively and 76%, 73%, 56% stock Spice, BSNL and Reliancerespectively. This shows that the retailers are not dependent on anyspecific brand, but Vodafone, Airtel and TATA Indicom are more indemand when compared to other brands which are available in market.BABASAB PATIL Page 38
  • 39. Evaluate the Perception of Brand Image and Sales Promotion 4. What comes to your mind, when you hear the word “TATA Indicom” Factor Tick ( √ ) Logo Availability Coverage Value Addition Service Brand Ambassador What comes to your mind, when you hear the word "TATA Indicom" Cumulative Frequency Percent Valid Percent Percent Valid Logo 45 45.0 45.0 45.0 Availability 21 21.0 21.0 66.0 Coverage 12 12.0 12.0 78.0 Value Addition Service 13 13.0 13.0 91.0 Brand Ambassador 9 9.0 9.0 100.0What comes to your mind, when you Total 100 hear100.0 the word "TATA Indicom" 100.0 Brand Ambassador 9.0% Value Addition Servi 13.0% Logo 45.0% Coverage 12.0% Availability 21.0% Interpretation About 45% of Retailers recall the Logo of TATA when asked what comes to your mind when you hear the name TATA Indicom; some retailers also recall Availability and Coverage. BABASAB PATIL Page 39
  • 40. Evaluate the Perception of Brand Image and Sales Promotion5. Your satisfaction level with the different cell service providers. Company Highly Satisfied Neutral Dissatisfied Highly Satisfied Dissatisfied Vodafone Airtel Spice Reliance TATA Indicom BSNLVODAFONE Satisfaction level of Vodafone Cumulative Frequency Percent Valid Percent Percent Valid Highly Satisfied 36 36.0 36.0 36.0 Satisfied 49 49.0 49.0 85.0 Neutral 7 7.0 7.0 92.0 Dissatisfied 8 8.0 8.0 100.0 Total 100 100.0 100.0 satisfaction level of vodafone Dissatisfied 8.0% Neutral 7.0% Highly Satisfied 36.0% Satisfied 49.0%BABASAB PATIL Page 40
  • 41. Evaluate the Perception of Brand Image and Sales PromotionInterpretation (VODAFONE)The above graph shows that 49% of Retailers are satisfied with servicesprovided by Vodafone; there is more opportunity for the VodafoneCompany to convert this 49% of satisfied retailers into Highly Satisfiedretailers because it will help the company in return to increase the sales.The company should also concentrate on the dissatisfied retailers and tryto convert them into satisfied retailers.BABASAB PATIL Page 41
  • 42. Evaluate the Perception of Brand Image and Sales PromotionAIRTEL Satisfaction level of Airtel Cumulative Frequency Percent Valid Percent Percent Valid Highly Satisfied 39 39.0 39.0 39.0 Satisfied 46 46.0 46.0 85.0 Neutral 15 15.0 15.0 100.0 Total 100 100.0 100.0 satisfaction level of airtel Neutral 15.0% Highly Satisfied 39.0% Satisfied 46.0%InterpretationThe above graph shows that 46% of Retailers are satisfied with servicesprovided by Airtel; there is more chance for Airtel to convert this 46% ofsatisfied retailers into Highly Satisfied retailers which in turn helps thecompany to increase the sales. It should also convert the Neutralretailers to satisfied retailers.BABASAB PATIL Page 42
  • 43. Evaluate the Perception of Brand Image and Sales PromotionSPICE Satisfaction level of Spice Cumulative Frequency Percent Valid Percent Percent Valid Highly Satisfied 9 9.0 9.0 9.0 Satisfied 35 35.0 35.0 44.0 Neutral 44 44.0 44.0 88.0 Dissatisfied 8 8.0 8.0 96.0 Highly Dissatisfied 4 4.0 4.0 100.0 Total 100 100.0 100.0 satisfaction level of spice Highly Dissatisfied 4.0% Highly Satisfied Dissatisfied 9.0% 8.0% Satisfied 35.0% Neutral 44.0%InterpretationThe above graph shows that only 35% of the retailers are satisfied withthe services provided by Spice, but on the other hand about 44% of theretailers say that they are neither satisfied nor dissatisfied with theservice of spice, the company has to work towards converting thisneutral retailers to satisfied and also the dissatisfied and highlydissatisfied retailers to satisfied which will be more beneficial to the spicecompany.BABASAB PATIL Page 43
  • 44. Evaluate the Perception of Brand Image and Sales PromotionRELIANCE Satisfaction level of Reliance Cumulative Frequency Percent Valid Percent Percent Valid Highly Satisfied 10 10.0 10.0 10.0 Satisfied 27 27.0 27.0 37.0 Neutral 39 39.0 39.0 76.0 Dissatisfied 22 22.0 22.0 98.0 Highly Dissatisfied 2 2.0 2.0 100.0 Total satisfaction level of reliance 100 100.0 100.0 Highly Dissatisfied Highly Satisfied 2.0% 10.0% Dissatisfied 22.0% Satisfied 27.0% Neutral 39.0%InterpretationThe above graph shows that only 27% of the retailers are satisfied withthe services provided by Reliance, but on the other hand about 39% ofthe retailers say that they are neither satisfied nor dissatisfied with theservice provided by Reliance, the company has to work towardsconverting this neutral retailers to satisfied and also the dissatisfied(22%) and highly dissatisfied retailers to satisfied which will be moreadvantageous to the RelianceBABASAB PATIL Page 44
  • 45. Evaluate the Perception of Brand Image and Sales PromotionTATA INDICOM Satisfaction level of TATA Indicom Cumulative Frequency Percent Valid Percent Percent Valid Highly Satisfied 9 9.0 9.0 9.0 Satisfied 51 51.0 51.0 60.0 Neutral 26 26.0 26.0 86.0 Dissatisfied 8 8.0 8.0 94.0 Highly Dissatisfied 6 6.0 6.0 100.0 Total 100 100.0 100.0 satisfaction level of TATA Indicom Highly Dissatisf ied 6.0% Highly Satisf ied Dissatisf ied 9.0% 8.0% Neutral 26.0% Satisf ied 51.0%InterpretationThe above graphs shows that about 60% of the retailers are satisfied withthe services provided by TATA Indicom, 26% of them are neutral were as14% of the retailers are dissatisfied with TATA Indicom. Therefore thecompany must take necessary steps to achieve the expectations of thedissatisfied retailers.BABASAB PATIL Page 45
  • 46. Evaluate the Perception of Brand Image and Sales PromotionBSNL Satisfacation level of BSNL Cumulative Frequency Percent Valid Percent Percent Valid Highly Satisfied 4 4.0 4.0 4.0 Satisfied 40 40.0 40.0 44.0 Neutral 43 43.0 43.0 87.0 Dissatisfied 9 9.0 9.0 96.0 Highly Dissatisfied 4 4.0 4.0 100.0 Total 100 100.0 100.0 satisfacation level of BSNL Highly Dissatisfied 4.0% Highly Satisfied Dissatisfied 4.0% 9.0% Satisfied 40.0% Neutral 43.0%InterpretationThe above graphs shows that about 44% of the retailers are satisfied withthe services provided by BSNL, 43% of them are neutral were as 13% ofthe retailers are dissatisfied with BSNL. Therefore the company musttake essential steps to achieve the expectations of the dissatisfiedretailers.BABASAB PATIL Page 46
  • 47. Evaluate the Perception of Brand Image and Sales Promotion6. What kind of benefits do you receive from the company by the way of Sales Promotion Discounts Schemes Coupons Offers Any Other Specify_____________________________ what kind of Benefits do you receive from the company Cumulative Frequency Percent Valid Percent Percent Valid Discounts 34 34.0 34.0 34.0 Schemes 27 27.0 27.0 61.0 Coupons 10 10.0 10.0 71.0 Offers 29 29.0 29.0 100.0 Total 100 100.0 100.0 what kind of benefits do you receive from the company Offers 29.0% Discounts 34.0% Coupons 10.0% Schemes 27.0%InterpretationAbout 34% of the retailers receive benefits in the form of discounts and29% of retailers are provided with different offers, were as 27% ofretailers are offered different schemes.BABASAB PATIL Page 47
  • 48. Evaluate the Perception of Brand Image and Sales Promotion 7. What additional sales promotional inputs do you feel the company should provide? Gift Item Tour Offers Slab Offers Certificate from Company Any Other Specify_____________________________ what additional sales promotional inputs do you feel that the company should provide Cumulative Frequency Percent Valid Percent Percent Valid Gift Items 27 27.0 27.0 27.0 Tour offers 39 39.0 39.0 66.0 Slab Offers 12 12.0 12.0 78.0 Certificate from company 22 22.0 22.0 100.0 Total 100 100.0 100.0What Additional sales promotional inputs do you feel the company should Certificate of Compa Gift Items 22.0% 27.0% Slab Offers 12.0% Tour Offers 39.0% Interpretation About 39% of the retailers expect Tour Offers from the company in the form of sales promotion inputs. 27% of the retailers expect gift items from the company, where as 22% and 12% of retailers expect Certificate from company and Slab offers in form of additional sales promotions BABASAB PATIL Page 48
  • 49. Evaluate the Perception of Brand Image and Sales Promotion 8. According to you which is the best advertising media for cell service provider? TV Ads Newspapers Wall Painting Poster and Banners Hoardings Any Other Specify _________________ According to you which is the best advertising media for cell service provider Cumulative Frequency Percent Valid Percent Percent Valid TV 47 47.0 47.0 47.0 Newspapers 8 8.0 8.0 55.0 Wall Painting 22 22.0 22.0 77.0 Poster and Banners 13 13.0 13.0 90.0 Hoardings 10 10.0 10.0 100.0 Total 100 100.0 100.0according to you which is the best advertising media for cell service pr Hoardings 10.0% Poster and Banners 13.0% TV 47.0% Wall Painting 22.0% Newspapers 8.0% Interpretation About 47% of retailers consider TV Ads as most effective advertising medium, where as 22% of the retailers prefer Wall Painting and only 13% of them consider posters and banners and 10% prefer hoarding where as BABASAB PATIL Page 49
  • 50. Evaluate the Perception of Brand Image and Sales Promotiononly 8% of them prefer newspaper as the best advertising media. ThusTV Ads are the most desirable and preferred medium for advertisement.9. Rank the factors that you feel are important for cell service Factors High Medium Low Network Availability Brand Name Price Coverage NETWORK Network Cumulative Frequency Percent Valid Percent Percent Valid High 55 55.0 55.0 55.0 Medium 32 32.0 32.0 87.0 Low 13 13.0 13.0 100.0 Total 100 100.0 100.0 Network Low 13.0% High Medium 55.0% 32.0% Interpretation About 55% of the retailers give Network as the major priority with respect to cell services were as 32% of them consider it as not soBABASAB PATIL Page 50
  • 51. Evaluate the Perception of Brand Image and Sales Promotion important (Medium) and 13% have rated network as low from the point of view of cell services.AVAILABILITY Availability Cumulative Frequency Percent Valid Percent Percent Valid High 37 37.0 37.0 37.0 Medium 52 52.0 52.0 89.0 Low 11 11.0 11.0 100.0 Total 100 100.0 100.0 Availiability Low 11.0% High 37.0% Medium 52.0%InterpretationAbout 37% of the retailers give Availability as the major priority withrespect to cell services were as 52% of them consider it as not soBABASAB PATIL Page 51
  • 52. Evaluate the Perception of Brand Image and Sales Promotionimportant (Medium) and 11% have rated Availability as low from thepoint of view of cell services.BRAND NAME Brand Name Cumulative Frequency Percent Valid Percent Percent Valid High 54 54.0 54.0 54.0 Medium 32 32.0 32.0 86.0 Low 14 14.0 14.0 100.0 Total 100 100.0 100.0 Brand Name Low 14.0% High Medium 54.0% 32.0%InterpretationAbout 54% of the retailers give Brand Name as the major priority withrespect to cell services were as 32% of them consider it as not soBABASAB PATIL Page 52
  • 53. Evaluate the Perception of Brand Image and Sales Promotionimportant (Medium) and 14% have rated Brand Name as low from thepoint of view of cell services.PRICE Price Cumulative Frequency Percent Valid Percent Percent Valid High 68 68.0 68.0 68.0 Medium 26 26.0 26.0 94.0 Low 6 6.0 6.0 100.0 Total 100 100.0 100.0 Price Low 6.0% Medium 26.0% High 68.0%InterpretationAbout 68% of the retailers give Price as the major priority with respect tocell services were as 26% of them consider it as not so importantBABASAB PATIL Page 53
  • 54. Evaluate the Perception of Brand Image and Sales Promotion(Medium) and 6% have rated Price as low from the point of view of cellservices.COVERAGE Coverage Cumulative Frequency Percent Valid Percent Percent Valid High 58 58.0 58.0 58.0 Medium 34 34.0 34.0 92.0 Low 8 8.0 8.0 100.0 Total 100 100.0 100.0 Coverage Low 8.0% Medium 34.0% High 58.0%InterpretationBABASAB PATIL Page 54
  • 55. Evaluate the Perception of Brand Image and Sales PromotionAbout 58% of the retailers give Clarity as the major priority with respectto cell services were as 34% of them consider it as not so important(Medium) and 8% have rated Clarity as low from the point of view of cellservices.BABASAB PATIL Page 55
  • 56. Evaluate the Perception of Brand Image and Sales PromotionH0: More or equal to 50% of the retailers are Satisfied with TATAIndicomH1: Less than 50% of the retailers are Satisfied with TATA IndicomUsing Z Test can prove thisComputation of Z valueZ= P-P/ sigma PP=0.50 (1-P) =0.50N=100 N-1= 100-1=99Where P= X/N = Respondents favoring Ho Total sample size P=60/100=0.6Sigma P= P (1-P)/ (N-1) = 0.05025Z= 0.6-0.50/0.05025Z = 1.99K=-1.64Conclusion: Since critical value (K= -1.64) is less than calculated Z value(1.99) null hypothesis is accepted.Result: More than 50% of the retailers are satisfied with TATA IndicomBABASAB PATIL Page 56
  • 57. Evaluate the Perception of Brand Image and Sales PromotionH0: More or equal to 60% of the retailers consider the Price as animportant factorH1: Less than 60% of the retailers consider the Price as animportant factorUsing Z Test can prove thisComputation of Z valueZ= P-P/ sigma PP=0.60 (1-P) =0.40N=100 N-1= 100-1=99Where P= X/N = Respondents favoring Ho Total sample size P=68/100=0.68Sigma P= P (1-P)/ (N-1) = 0.049Z= 0.68-0.60/0.049Z = 1.63K=-1.64Conclusion; Since critical value (K= -1.64) is less than calculated Zvalue (1.63) null hypothesis is accepted.Result: More than 60% of the retailers consider the Price as animportant factorBABASAB PATIL Page 57
  • 58. Evaluate the Perception of Brand Image and Sales PromotionFINDINGS  Most outlets are Multi branded  41% of the retailers are in business for than 1 year. which shows that there is a growth in the market.  About 90% of Retailers stock and sell Vodafone, Airtel and TATA Indicom  When the retailers here the word TATA Indicom they recall the Logo of TATA Indicom.  About 60% Retailers are SATISFIED with the services and offers provided by the TATA Indicom  Retailers receive different kinds of discounts from the company.  Retailers prefer Tour Offers from the company.  Retailers feel that advertising in TV will be very advantages to TATA Indicom.  68% of the retailers give price as the major priority with respect to cell servicesBABASAB PATIL Page 58
  • 59. Evaluate the Perception of Brand Image and Sales PromotionSUGGESTIONS  TATA Indicom should improve the service, specially the activation & network so that the retailers can push the products easily in the market.  There is a huge potential to convert the neutral retailers to satisfied retailers by catering to their specific needs.  An effective promotional strategy has to be designed focusing more on Hoarding and Banners to obtain the desired results. Hoarding has only a few seconds to make the product noticeable. Hence very few words are to be used on a billboard or hoarding.  TATA Indicom should advertise in those newspapers and magazines which has got more circulation.  With modern technology digital billboards and tri-faced billboards are moving the market. Digital billboards allow long messages to run continuously across the screen. They also have advantage of attracting better attention.  The company should provide special offers to retailers to increases the sales.  During the survey it is found that only 45% of the retailers recall the Logo of TATA Indicom which is less than 50% so the company has to focus more on Brand Building Activities.  The company should highlight the additional and competitive features which are not provided by other brands through strong media communication.  The company should advertise on InternetBABASAB PATIL Page 59
  • 60. Evaluate the Perception of Brand Image and Sales PromotionCONCLUSIONTo conclude, it is very less time to study about brand image and salespromotional strategies apart for this we need to focus on each retailersview carefully in regular time intervals so that the best possible ispresented here, still there is a lot of scope for developing on this subject,as excellence is not limited always.Tata Teleservice is one of the leading player in the telecommunicationsector. TATA Indicom has to focus more on proper advertising strategiesthrough which it can reach its future customers, while 60% of theretailers are very much satisfied by the services provided. Although thereis a need to build more confidence in its retailers. This will be possibleonly through effective communication.Thus, the company should take necessary steps to satisfy the retailers byproviding them with the necessary facilities required to promote brand asa whole.BABASAB PATIL Page 60
  • 61. Evaluate the Perception of Brand Image and Sales PromotionBIBLIOGRAPHYBooks:Marketing Management by Philip Kotler and Kevin Lane Keller 12thedition, Page No 286, 340, 555,556,559Sales and Distribution Management by Tapan K. Panda and SunilSahadev, Page No 289,291,294Internet/Website:www.ttsl.comwww.tataindicom.comwww.google.comBABASAB PATIL Page 61