This is presentation on my Marketing Research project which was on Mobile- Value Added Services. The analysis is given in the Excel sheet which i have uploaded named "Analysis of MR". Enjoy.....

1. Value Added Services
Presented By:-
Ashish Jajodia
Drupad Parmar
Jayesh Baldania
Rinki Kumari
Sandeep Goyal
Sriram Santosh Bal

2. Agenda
• Outline
• Management decision problem
• Marketing research problem
• Research Design
• Components
• Research Methodology
• Data collection tools
• Data Analysis
• Recommendation

3. Outline
 Mobile telephone is getting saturated in the Metro areas.
 The only way for the companies to increase revenue is by
providing value added service at a price.
 Required to advice the Co. XYZ to enable them to provide
profitable value added services.

4. Management Decision
Problem
What value added services will generate
revenue for company XYZ?

5. Exploratory Research
• Primary
• Reliance store
• Vodafone store
• Airtel store
• Outcomes
• Caller tunes and missed call alerts are most popular.
• Price is a barrier.
• Most customers come to deactivate VAS.

6. Secondary Research

7. Secondary Research

8. Marketing Research
Problem
Determine the awareness & willingness to pay for
existing & prospective services.

9. Research Components

10. Component 1
Desire for the prospective services
List of information required:-
 Aspirations of the customer regarding prospective services.
 Value added services which can be introduced so that the
customers find value in it.
 Customization which a customer would prefer in existing
services.
 Kind of services a customer will be willing to spend his
hard earned money.

11. Component 2
Awareness of the existing services
List of information required:-
 Customers know about the VAS being provided.
 How much are they aware of VAS?

12. Component 3
Effectiveness of the existing services
List of information required:-
 Customer’s satisfaction with the services being offered.
 Any up gradation which the existing services require.

13. Component 4
Willingness to spend on such services
List of information required:-
 Portion of the billed amount that corresponds to the
payment of VAS
 Customer’s willingness to spend on desired
services.
 Customers using low handsets be willing to pay for
VAS which is reasonably priced & compatible with
their handsets.

14. Component 5
Demographic & psychographic profile of the customers
List of information required:-
 Target customers.
 Age group of customers.

15. Research Methodology
Research
instrument
Tools for data
analysis
Scaling tools

16. Research Instrument
• Primary Research - Questionnaire
– Sample size- 83
– Personal Interview
– Telephonic Interview

17. Data Analysis Tools
Scales:- Tools:-
Nominal • Mean
Ordinal • ANOVA
Interval • Kendell
Ratio • Z-test

18. Hypotheses
 Ho: Most of the customers are aware of VAS
 Ho: Price is the major barrier for subscription of VAS
 Ho: Customers are satisfied with VAS
 Ho: Customers don’t find value addition in VAS

19. Questionaire
• Q1- To analyse the importance of VAS among customers.
• Q2,Q3 & Q4-To check the awareness of value added services
among customers.
• Q5-To trace the effectiveness among customers about existing
value added services, need for customization & their
willingness to spend on such customization.
• Q6 & Q7- To understand what stops the customers from
availing value added services.
• Q8 & Q9-To understand the desire of customers for
prospective services & their willingness to spend on such
services.
• Q10 & Q11-To know the monthly bill & expenditure of value
added services.

20. Data Analysis
Demographics

21. Type of connection

22. Data Analysis
• H0: Customer don’t find value addition in VAS.
• Inference
• H0: Most of the customers are aware of value added services
Inference:- 91.56% is aware of the existence of VAS i.e they
know about at least one of the VAS.

23. Data Analysis
• Medium of awareness
Inference:- Promotional calls and SMSes are the major contributor towards
such awareness

24. Data Analysis
• VAS recall
Inference:- Basic services like Caller tune and GPRS have the maximum
recall value.

25. Data Analysis

26. Data Analysis
• H0: Customers are satisfied with VAS.

27. Data Analysis
• Inference:- Out of the services which the customers are using
such as Cricket alert, Stock alerts, News alerts, heavy chunk of
customers want customization.

28. Data Analysis
• Services for those the customers are willing to pay more such
as GPRS should be promoted and services like Cricket alerts,
News alerts, if customized can add a lot of revenue for the
company.

29. Data Analysis
Observation 3

30. Data Analysis

31. Data Analysis
Observation 4
• Customers who want to avail VAS & willingness to pay for
customized existing services is determined.

32. Data Analysis
• H0: Price is a major barrier for subscription.
• Inference:-
– Kendell Approach
– Hypothesis testing

33. Data Analysis
• Inference:-
Auto activation and hidden costs act as the deterrent for the customers.

34. Prospective Services
Customer's Wish List
Inference:-Customers need specific services. So, if possible, customers
should be provided with those specific services to increase the revenue.

35. Prospective Services
Inference:- Customers are willing to pay for prospective
services in between 16-30 for the services offered so the
company can come out with these services at those price levels.

36. Data Analysis
• Monthly expenditure on VAS
– Analysis- The finding of ANOVA suggests that the post paid and pre
paid customers are INDIFFERENT towards VAS.
– The graph below suggests that the subscription to prospective VAS is
totally indifferent to the monthly phone bill.

37. Regression Analysis
• The regression between VAS bill and the Bill incurred has no
relationship so VAS is not dependent on the amount of the
monthly bill incurred.
• The regression between VAS bill and the age group is
indifferent hence there is no dependence.
• The regression between VAS bill and the gender bias is
indifferent hence there is no dependence.
• We can say that there is no specific SEGMENT which can be
identified for VAS. So it should be directed to all.

38. Recommendation
• “Less Relevant” is the one of the major factor which stops
customers from availing VAS. So, promotions should be
designed in such a way that the customer find value in it and
hence avail it.
• Educational services, Shopping payments, Live TV, Stock
trading & Make my way services should be introduced and
price should be kept within 16-30 Rs.
• If the company wants to increase revenue from the existing
services, then it should give more customized services.

39. Recommendation
• Promotional calls, SMSes should be more encouraged to make
customers more aware of their offerings as they are the most
effective medium.
• TV ads, Newspapers & Billboards should be made more
effective for promoting value added services.
• Customers are willing to pay for prospective services in
between 16-30 for the services offered so the company can
come out with these services at those price levels.

40. Recommendations
• Existing services like stock alerts, news alerts, cricket alerts, if
customized, can increase the revenue for the company.
• Since, price is not a major barrier for subscription, we should
not change the rates of existing services.
• Auto activation and hidden costs act as the deterrent for the
customers to subscribe for VAS so the company should try and
minimize such annoying factors so as to attract more
customers.

41. Thank You..!!!!!