Evaluate the perception of brand image and sales promotion project report

Evaluate the Perception of Brand Image and Sales Promotion

TITLE
“To Evaluate the Effectiveness of Brand Image and Sales Promotion of TATA Indicom
in 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 prefer

SAMPLING TECHNIQUES
Population: Retailers situated in Belgaum City
Sample Size: 100 Retailers
Sample Area: Belgaum City
Sampling Method: Convenience Sampling

QUESTIONNAIRE

BABASAB PATIL Page 1


As part of course curriculum, I have taken up a study on “To Evaluate the
Effectiveness 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
Coverage



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

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 _________________



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-OPERATION



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 60



EXECUTIVE SUMMARY

In today’s competitive environment most of the organizations are aiming
at building powerful Brand apart from providing the products at a
competitive price, value added services and with best of the quality to
their customer. They are using promotional inputs as a tool to create
awareness, to inform and attract targeted customer with an objective to
maximize the sales of products and services.

Retailers and distributors play key role in building powerful brand and
achieving promotional objectives by forming an important link between
service provider and ultimate customer. Until and unless an organization
reviews its image in market and the effectiveness of sales promotional
inputs by focusing on each retailer and customers view carefully at
regular time intervals it becomes difficult to design ways to go ahead in
more strategic manner by beating its counterparts.

The project assigned me was “To Evaluate the Perception of Brand
Image and Sales Promotion among Retailers of TATA INDICOM in
Belgaum City.”

This project taken up is a part of academic assignment to find out the
brand positioning of TATA INDICOM in the minds of retailers, to assess
the sales promotional effectiveness and finally to come with proposal to
enhance brand image and effectiveness of promotion inputs 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 prefer.

DATA COLLECTION APPROACH
The information necessary for this research study is collected by tapping
primary and secondary sources. The sources are as follows:
Primary Sources:
a) Questionnaire
b) Personal interaction
c) Observation
Secondary Sources:
a) Related Information from Internet (Websites)
b) Various Text Books
c) Journals and Magazines

SELECTION OF SAMPLE
• Population: Retail Shops situated in Belgaum city.
• Sampling Frame: Shops.
• Sampling Unit: Retailers.
• Sampling Size: 100.
• Sampling Method: Convenient Sampling



HYPOTHESES

H0: More or equal to 50% of the retailers are Satisfied with TATA Indicom
H1: Less than 50% of the retailers are Satisfied with TATA Indicom

H0: More or equal to 60% of the retailers consider the Price as an
important factor
H1: Less than 60% of the retailers consider the Price as an important
factor

FINDINGS

 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 services



SUGGESTIONS

 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.



LIMITATION

 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.

CONCLUSION

To conclude, it is very less time to study about brand image and sales
promotional strategies apart for this we need to focus on each retailers
view carefully in regular time intervals so that the best possible is
presented 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 telecommunication
sector. TATA Indicom has to focus more on proper advertising strategies
through which it can reach its future customers, while 60% of the
retailers are very much satisfied by the services provided. Although there
is a need to build more confidence in its retailers. This will be possible
only through effective communication.

Thus, the company should take necessary steps to satisfy the retailers by
providing them with the necessary facilities required to promote brand as
a whole.



INTRODUCTION TO TATA GROUP

The TATA Group comprises 96 operating companies in seven
business sectors: information systems and communications; engineering;
materials; services; energy; consumer products; and chemicals. Jamsetji
Tata founded the Group in the mid 19th century, a period when India had
just set out on the road to gaining independence from British rule.
Consequently, Jamsetji Tata and those who followed him aligned
business opportunities with the objective of nation building this
approach remains enshrined in the Group's ethos to this day.

The TATA Group is one of India's largest and most respected
business conglomerates, with revenues in 2005-06 of $21.9 billion (Rs
967,229 million), the equivalent of about 2.8 per cent of the country's
GDP, and a market capitalization of $51.3 billion. TATA companies
together employ some 2, 46,000 people. The Group's 28 publicly listed
enterprises among them stand out names such as TATA Steel, TATA
Consultancy Services, TATA Motors and TATA Tea — have a combined
market capitalization that is the highest among Indian business houses
in the private sector, and a shareholder base of over 2 million. The TATA
Group has operations in more than 54 countries across six continents,
and its companies export products and services to 120 nations.



The TATA family of companies shares a set of five core values:
Integrity, Understanding, Excellence, Unity and Responsibility. These
values, which have been part of the Group's beliefs and convictions from
its earliest days, continue to guide and drive the business decisions of
TATA companies. The Group and its enterprises have been steadfast and
distinctive in their adherence to business ethics and their commitment to
corporate social responsibility. This is a legacy that has earned the
Group the trust of many millions of stakeholders in a measure few
business houses anywhere in the world can match.



FIVE CORE VALUES OF TATA GROUP:

The TATA Group has always sought to be a value-driven
organization. These values continue to direct the Group's growth and
businesses. The five core TATA values underpinning the way we do
business are:

INTEGRITY: We must conduct our business fairly, with honesty and
transparency. Everything we do must stand the test of public scrutiny.

UNDERSTANDING: We must be caring, show respect, compassion and
humanity for our colleagues and customers around the world, and
always work for the benefit of the communities we serve.

EXCELLENCE: We must constantly strive to achieve the highest possible
standards in our day-to-day work and in the quality of the goods and
services we provide.

UNITY: We must work cohesively with our colleagues across the Group
and with our customers and partners around the world, building strong
relationships based on tolerance, understanding and mutual
cooperation.

RESPONSIBILITY: We must continue to be responsible, sensitive to the
countries, communities and environments in which we work, always
ensuring that what comes from the people goes back to the people many
times over.



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 this
Group and more than 2.8 million shareholders. Tata Teleservices
spearheads the Group’s presence in the telecom sector. Tata Teleservice
was incorporated in 1996; It was the first to launch CDMA mobile
services 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. TTSL
currently offers services under the brand name 'Tata Indicom' in 20 circles in India:
Andhra Pradesh, Chennai, Gujarat, Karnataka, Delhi, Maharashtra, Mumbai, Tamil
Nadu, Orissa, Bihar, Rajasthan, Punjab, Haryana, Himachal Pradesh, Uttar
Pradesh (East), Uttar Pradesh (West), Kerala, Kolkata, Madhya Pradesh and West
Bengal.

The company, which heralded convergence technologies in the
Indian telecom sector, is today the second market leader in the fixed
wireless telephony market with a total customer base of over more than
3.8 million. Tata Teleservices’ bouquet of telephony services includes
Mobile services, Wireless Desktop Phones, Public Booth Telephony

Tata Teleservices has a strong workforce of 6000. In addition, TTSL
has created more than 20,000 jobs, which will include 10,000 indirect
jobs through outsourcing of its manpower needs.



Today, Tata Teleservices Limited along with its subsidiary Tata
Teleservices (Maharashtra) Limited serves over 13 million customers in
over 3100 towns. With an ambitious rollout plan both within existing
circles and across new circles



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 announced



In 1999, the Government of India authored a very forward looking
National Telecom Policy 1999 (NTP-1999), which acknowledged that
access to telecommunications is of utmost importance for the
achievement of the country’s social and economic goals. Availability of
affordable and effective communication for the citizens was the core
vision and goal of this telecom policy. Since the announcement of the
Policy, the Government has undertaken various concrete steps to achieve
the policy objectives.

The migration from a fixed to a revenue share license regime
provided the desired relief to the private operators - earlier burdened by
huge debts that they had to service owing to their license fee
commitments. This was the starting point of the cellular revolution being
witnessed in the country today, wherein almost 2 million lines are getting
added to the network every month.

One of the fastest growing sectors in the country,
telecommunications has been zooming up the growth curve at
a feverish pace in the past few years. Indian
telecommunication firms added 6.3 million new subscribers in
February 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 leading
Nation in the world.



OPPORTUNTIES IN THE INDIAN TELECOMMUNICATION
MARKET

Despite its size, India has amongst the world's least developed
telecommunications services. The country has suffered from decades of
economic protectionism and nationalized industry.

Till a few years back Indians had to wait for several years to get
even a basic telephone line. Figure 1 shows that the telecom
infrastructure in India continues to be a long way behind other
developing nations.

This trend is about to change. As mentioned earlier liberalization of
the telecom market in India is gathering speed, driven by the impressive
growth in the software industry. According to NASSCOM (National
Association of Software and Services Companies), the growth rate over
the period 1995 -2000 has been close to 50 %. The Indian government
sees the IT industry as India's links to the wider world. Although this
market continues to be dominated by state run companies - Bharat
Sanchar Nigam Ltd (BSNL) and Mahanagar Telephone Nigam Ltd.,
private companies like Bharti Enterprises, the Reliance Group, and Tata
Tele services, BPL, Birla, AT & T and Hughes & Tele, are entering this
market. Some of these private companies recently decided to merge
making a strong mark.



With further market liberalization, opening up of the international
telephony market and increase in competition, the pace of development
is going to intensify more. Perhaps the best indicator of the potential for
growth is a comparison with the other Asian giant china. The dramatic
difference in the side other two - telecom markets created by China's
early liberalization and pro - market reforms as shown in figure 2 is
much greater compared to the 20 - 25% difference in their populations.



CELLULAR INDUSTRY IN INDIA

The Government of India recognizes that the provision of a world-class
telecommunications infrastructure and information is the key to rapid
economic and social development of the country. It is critical not only for
the development of the Information Technology Industry, but also has
wide spread ramifications on the entire economy of the country. It is also
anticipated that going forward, a major part of the GDP of the country
would be contributed by this sector. Accordingly, it is of vital importance
to the country that there be a comprehensive and forward looking
telecommunications policy which creates an enabling framework for
development of this industry.

New Telecom Policy 1999

Telecommunication is now universally recognized as one of the prime
movers of the modern economy; hence it’s vital importance for developing
country like India. The availability of adequate infrastructure facilities is
critical for acceleration of the economic development of any country.

According, the government of India has accorded the highest priority to
investment and development of telecommunications sector. Telecom
requires a huge investment and it was not possible for the Indian
government to organize public funding of this sector on such a massive
scale. In fact the national telecom policy 1994, estimated a resource gap
of Rs 23000 crores to meet the telecom targets of the 8th five year plan of
the government of India (1992-1997). Cellular mobile services were one
of the first areas to be opened up to private competition.



The whole country was divided into 4 metropolitan cities of and 19
telecom circles, which were roughly analogous with the states of India.
Cellular Licenses were awarded to the private sector first in the
metropolitan cities of Delhi, Mumbai, Calcutta and Chennai in 1994 and
then in the 19 telecom circles in 1995.

The cellular companies come with the lower tariffs and increased
coverage; there was also a consultant increase in the number of cellular
subscribers from 1.2 million subscribers in April 1999 to almost 2
million by April 2000, the number of cellular subscribes have now grown
to almost 6.5 million by the end of March 2002.

The year 2001 saw the entry of BSNL and MTNL as the 3rd cellular
operators, in the same year cellular licenses were awarded to the 4th
cellular operations in different telecom circles. As of march 2002, the
Indian cellular mobile industry had 42 network s on air, serving over
1400 towns and cities covering thousands of villages and servicing
almost 6.5 million subscribers across the country.

The cellular industry has been growing at a rapid rate and it is been
predicted that the industry will be able to sustain this growth in the
coming year.



COMPANY PROFILE

Name of the Concern: BARAFWALA & COMPANY

Address: BARAFWALA & COMPANY
#11, High Street Camp
Belgaum-590 001

Type of Concern: Authorized Dealer of TATA
Indicom

Nature of the Industry: Telecom Industry

Factory: # 239/4, Mahatma Phule Road
Shahapur, Belgaum

Departments: MIS, Sales, Complaint Handling.

Objective: To be the Market Leader and
Spread the products in entire
Belgaum City.

Competitors: Reliance
BSNL
Airtel
Vodafone
Spice



Main Management Of the Co: Mr. AZIZ .I. BARAFWALA (Owner)
Mr. Asif N. Todewale (MIS
Executive)

Bankers: Standard Chartered Bank.
Punjab National Bank.

Importance: Authorized Dealer helps
customers to get best Service for
their Products

Phone Number: 0831-2437964

Fax: 91-831-437964



BRAND IMAGE

Building and maintaining brand equity is an important area of ongoing
brand marketing. If brand awareness and brand recall are not kept fresh
and strong, a lot of time and expense will be wasted.

Brand equity is the accumulated value of the brand image or identity in
the consumer’s mind. The brand equity can be estimated by calculating
the sales of a comparable brand with the same features and benefits and
subtracting those from your brand’s sales. The difference then, is the
true value of your brand equity.

There is an intangible value to brand equity and some suggest it can’t be
converted into a dollar value. The whole point of brand marketing is that
everything does actually convert to a dollar value. In reality, that type of
intangible is branding that perhaps missed the mark. Intangibles such
as goodwill do have some sales-oriented value that might be harvested at
some point.

Public relations are often considered an intangible yet it does help a
business solve some brand communications needs and strengthen the
brand’s value and hence contribute ultimately to sales.



A brand is unlikely to have one brand image, but several, though one or
many may predominate. The key in brand image research is to identify or
develop the most powerful images and reinforce them through
subsequent brand communications.

The term “brand image” gained popularity as evidence began to grow that
the feelings and images associated with a brand were powerful purchase
influencers, through brand recognition, recall and brand identity. It is
based on the proposition that consumers buy not only a product
(commodity/goods), but also the image associations of the product, such
as power, wealth, style and most importantly identification and
association with other users of the brand. In a consumer led world,
people tend to define themselves and their Jungian “Personality” by their
possessions. The ego and superego control to a large extent the image
and personality that people would like others to have of them.

Good brand image are instantly reminding, are positive and are almost
always unique among competitive brands. It can be reinforced by brand
communications such as packaging, advertising, sales promotion,
customer service, word of mouth, and other aspects of the brand
experience.

Brand Images are usually evoked by asking consumers the first
words/images that come to their mind when a certain brand is
mentioned (sometimes called “top of mind”). When responses are highly
variable, non-forthcoming, or refer to non-image attributes such as cost,
it is an indicator of a weak brand image.



BRAND ATTRIBUTES

Attributes are simply properties of a given product, brand, service,
advertisement or any object of interest. Many brand and market research
is targeted at understanding the most significant and powerful attributes
of a product/service/brand. It can have many attributes including cost,
value for money, prestige, taste, usability, liking and a wide range of
image or personality attributes.

Usually a client wishes to measure their product or brand as perceived
by target markets along several attributes they see important to the
brand. If they are in a competitive market, they also sometimes need to
know how they rate against competing offerings.

A key mistake in attribute-based research is for the most salient
attributes to be missed or the attribute definitions to be posed in such a
way as they are not clear to the consumer subject pool. It often occurs
when brand is a product rather than consumer driven. It is often
important therefore for research aimed at “uncovering” the silent
attributes of the product according to the consumer.



In brand, where attributes are often related to brand personality, brand
image and brand identification related variables these can often by done
by uncovering qualitative and depth interview techniques. Consumer
becomes familiar with the category within a short time, especially when
prices come down rapidly.

Besides, such quick diffusion is also enhanced by the fact that the
category is a necessity item rather than a luxury. There is also the
element of social visibility associated with the category. Hence for a
national brand, mass advertising is a pre-requisite, provided it is
supported by the other elements of the marketing mix.

DIFFERENTIATION

Advertisements convey brand differentiation and this may be important
in several categories, which consist of several brands. Differentiation
Awareness can be created by television advertising, but in certain
categories there may be a need to demonstrate the effectiveness of
brands. Differentiation with which consumers cannot “connect” may
have a negative implication and if a brand “connects” consumers with its
differentiation, it is likely to also differentiate itself in terms of getting
identified 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 the
target segments involved. This is a complex situation where
differentiation decides the growth of the brand and the perceived



difference between the offerings. An added layer to the complexity is the
same brand name being used for the offerings.



SALES PROMOTION

It is key ingredient in marketing campaigns, consists of a collection of
incentive tools, mostly short term, designed to stimulate quicker or
greater purchase of particular products or services by consumers or the
trade.

Sales promotion tools vary in their specific objectives. Sellers use
incentive type promotions to attract new triers, to reward loyal
customers, and to increase the repurchase rates of occasional users. It
often 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 is
used in markets of high brand similarity can produce a high sales
response in the short run but little permanent gain in market share.

In markets of high brand dissimilarity, sales promotions may be able to
alter market shares permanently. For retailers, promotions may increase
sales of complementary categories as well as induce some store-
switching by consumers. They promote greater consumer awareness of
price.



RESEARCH METHODOLOGY

Title of the Project

“To Evaluate the Perception of Brand Image and Sales Promotion
among 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 prefer

Selection of Sample

• Population: Retail Shops situated in Belgaum city
• Sampling Frame: Shops
• Sampling Unit: Retailers
• Sampling Size: 100
• Sampling Method: Convenient Sampling



DATA COLLECTION APPROACH

The information necessary for this research study is collected by tapping
primary and secondary sources. The sources are as follows:

Primary Sources:
a. Questionnaire
b. Personal interaction
c. Observation

Secondary Sources:
a. Related Information from Internet (Websites)
b. Various Text Books
c. Journals and Magazines

Limitation 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.



1. 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%

Interpretation
About 48% of retailers own a multi brand outlet were as 28% own a
Teleshop business and 14% of them possesses exclusive outlet and 10%
of them are 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

Since how long you have been in this business?

Cumulative
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%

Interpretation
The above pie chart indicates that about 41% of the retailers are in business for more than
1 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.



3. 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
TA

Interpretation
Out of 100 retailers 98%, 96%, 95% stock TATA Indicom, Vodafone and
Airtel respectively and 76%, 73%, 56% stock Spice, BSNL and Reliance
respectively. This shows that the retailers are not dependent on any
specific brand, but Vodafone, Airtel and TATA Indicom are more in
demand when compared to other brands which are available in market.



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
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 9.0 100.0
What 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.



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

VODAFONE

Satisfaction level of Vodafone

Cumulative
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%



Interpretation (VODAFONE)
The above graph shows that 49% of Retailers are satisfied with services
provided by Vodafone; there is more opportunity for the Vodafone
Company to convert this 49% of satisfied retailers into Highly Satisfied
retailers because it will help the company in return to increase the sales.
The company should also concentrate on the dissatisfied retailers and try
to convert them into satisfied retailers.



AIRTEL

Satisfaction level of Airtel

Cumulative
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%

Interpretation
The above graph shows that 46% of Retailers are satisfied with services
provided by Airtel; there is more chance for Airtel to convert this 46% of
satisfied retailers into Highly Satisfied retailers which in turn helps the
company to increase the sales. It should also convert the Neutral
retailers to satisfied retailers.



SPICE

Satisfaction level of Spice

Cumulative
Satisfied 35 35.0 35.0 44.0
Neutral 44 44.0 44.0 88.0
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%

Interpretation
The above graph shows that only 35% of the retailers are satisfied with
the services provided by Spice, but on the other hand about 44% of the
retailers say that they are neither satisfied nor dissatisfied with the
service of spice, the company has to work towards converting this
neutral retailers to satisfied and also the dissatisfied and highly
dissatisfied retailers to satisfied which will be more beneficial to the spice
company.



RELIANCE

Satisfaction level of Reliance

Cumulative
Satisfied 27 27.0 27.0 37.0
Neutral 39 39.0 39.0 76.0
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%

Interpretation
The above graph shows that only 27% of the retailers are satisfied with
the services provided by Reliance, but on the other hand about 39% of
the retailers say that they are neither satisfied nor dissatisfied with the
service provided by Reliance, the company has to work towards
converting this neutral retailers to satisfied and also the dissatisfied
(22%) and highly dissatisfied retailers to satisfied which will be more
advantageous to the Reliance



TATA INDICOM

Satisfaction level of TATA Indicom

Cumulative
Satisfied 51 51.0 51.0 60.0
Neutral 26 26.0 26.0 86.0
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%

Interpretation
The above graphs shows that about 60% of the retailers are satisfied with
the services provided by TATA Indicom, 26% of them are neutral were as
14% of the retailers are dissatisfied with TATA Indicom. Therefore the
company must take necessary steps to achieve the expectations of the
dissatisfied retailers.



BSNL

Satisfacation level of BSNL

Cumulative
Satisfied 40 40.0 40.0 44.0
Neutral 43 43.0 43.0 87.0
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%

Interpretation
The above graphs shows that about 44% of the retailers are satisfied with
the services provided by BSNL, 43% of them are neutral were as 13% of
the retailers are dissatisfied with BSNL. Therefore the company must
take essential steps to achieve the expectations of the dissatisfied
retailers.



6. What kind of benefits do you receive from the company by the way of
Sales Promotion
Discounts Schemes
Coupons Offers

what kind of Benefits do you receive from the company

Cumulative
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%

Interpretation
About 34% of the retailers receive benefits in the form of discounts and
29% of retailers are provided with different offers, were as 27% of
retailers are offered different schemes.


7. What additional sales promotional inputs do you feel the company
should provide?
Gift Item Tour Offers
Slab Offers Certificate from Company

what additional sales promotional inputs do you feel that the company should provide

Cumulative
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 100 100.0 100.0

What 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



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
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 100 100.0 100.0
according 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



only 8% of them prefer newspaper as the best advertising media. Thus
TV 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
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 so



important (Medium) and 13% have rated network as low from the
point of view of cell services.

AVAILABILITY

Availability

Cumulative
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%

Interpretation
About 37% of the retailers give Availability as the major priority with



important (Medium) and 11% have rated Availability as low from the

BRAND NAME

Brand Name

Cumulative
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%

Interpretation
About 54% of the retailers give Brand Name as the major priority with



important (Medium) and 14% have rated Brand Name as low from the

PRICE

Price

Cumulative
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%

Interpretation
About 68% of the retailers give Price as the major priority with respect to
cell services were as 26% of them consider it as not so important



(Medium) and 6% have rated Price as low from the point of view of cell
services.

COVERAGE

Coverage

Cumulative
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%

Interpretation



About 58% of the retailers give Clarity as the major priority with respect
to 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 cell
services.



H0: More or equal to 50% of the retailers are Satisfied with TATA
Indicom
H1: Less than 50% of the retailers are Satisfied with TATA Indicom

Using Z Test can prove this
Computation of Z value
Z= P-P/ sigma P
P=0.50 (1-P) =0.50
N=100 N-1= 100-1=99
Where P= X/N = Respondents favoring Ho
Total sample size
P=60/100=0.6

Sigma P= P (1-P)/ (N-1) = 0.05025
Z= 0.6-0.50/0.05025
Z = 1.99
K=-1.64

Conclusion: 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 Indicom



H0: More or equal to 60% of the retailers consider the Price as an
important factor
H1: Less than 60% of the retailers consider the Price as an
important factor

Using Z Test can prove this
Computation of Z value
Z= P-P/ sigma P
P=0.60 (1-P) =0.40
N=100 N-1= 100-1=99
Where P= X/N = Respondents favoring Ho
Total sample size
P=68/100=0.68

Sigma P= P (1-P)/ (N-1) = 0.049
Z= 0.68-0.60/0.049
Z = 1.63
K=-1.64

Conclusion; Since critical value (K= -1.64) is less than calculated Z
value (1.63) null hypothesis is accepted.

Result: More than 60% of the retailers consider the Price as an
important factor



FINDINGS

 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 services



SUGGESTIONS

 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



CONCLUSION

To conclude, it is very less time to study about brand image and sales
promotional strategies apart for this we need to focus on each retailers
view carefully in regular time intervals so that the best possible is
presented 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 telecommunication
sector. TATA Indicom has to focus more on proper advertising strategies
through which it can reach its future customers, while 60% of the
retailers are very much satisfied by the services provided. Although there
is a need to build more confidence in its retailers. This will be possible
only through effective communication.

Thus, the company should take necessary steps to satisfy the retailers by
providing them with the necessary facilities required to promote brand as
a whole.



BIBLIOGRAPHY

Books:
Marketing Management by Philip Kotler and Kevin Lane Keller 12th
edition, Page No 286, 340, 555,556,559

Sales and Distribution Management by Tapan K. Panda and Sunil
Sahadev, Page No 289,291,294

Internet/Website:
www.ttsl.com
www.tataindicom.com
www.google.com


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