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Project Marketing Document Transcript

  • 1. Chapter – 1 1
  • 2. INTRODUCTIONSTATEMENT OF THE PROBLEM The biggest management challenge in the new millennium of liberalization andglobalization for a business is to serve and maintain good relationship with the king – thecustomer. In the past producers took their customers for granted, because at that time thecustomers were not demanding nor had alternative source of supply or suppliers. But todaythere is a radical transformation. The changing business environment is characterized byeconomic liberalization, increasing competition, high consumer choice, demandingcustomer, more emphasis on quality and value of purchase etc. the statement of the problemof this project report are as follows – “A Comparative Study and Consumer PreferenceTowards Idea and Vodafone - A Case Study of Moradabad City” 2
  • 3. INTRODUCTION OF THE TOPIC The main aim of this project report is to study the Comparative Analysis ConsumerPreference towards Idea and Vodafone - A Case Study of Moradabad City. The telecomstrends in India will have a great impact on everything from the humble PC, internet,broadband (both wireless and fixed), cable, handset features, talking SMS, IPTV, softswitches and managed services to the local manufacturing and supply chain. Consequently,wireless now accounts for 54.6% of the total telephone subscriber base, as compared to only40% in 2003. Wireless subscriber growth is expected to bypass 2.5 million new subscribersper month by 2007. The wireless technologies currently in use are Global System forMobile Communications (GSM) and Code Division Multiple Access (CDMA). There areprimarily 9 GSM and 5 CDMA operators providing mobile services in 19 telecom circlesand 4 metro cities, covering 2000 towns across the country. Some of the positive impacts ofthis trends are as follows. According to a study, 18 percent of mobile users are willing tochange their handsets every year to newer models with more features, which is good newsfor the handset vendors. The other impact is that while the operators have only limitedoptions to generate additional revenues through value-added services from wire-lineservices, the mobile operators have numerous options to generate non-voice revenues fromtheir customers. IDEA Cellular is a leading GSM mobile service operator with pan India licenses.With a customer base of over 40 million in 15 service areas, operations are soon expected tostart in Orissa and Tamil Nadu-the first steps in providing pan India services covering over90% of Indias telephony potential. A frontrunner in introducing revolutionary tariff plans,IDEA Cellular has the distinction of offering the most customer friendly and competitivePre Paid offerings, for the first time in India in an increasingly segmented market. Customer Service and Innovation are the drivers of this Cellular Brand. A brandknown for many firsts, Idea was the first to launch GPRS and EDGE in the country. Ideahas received international recognition for its path-breaking innovations when it won theGSM Association Award for "Best Billing and Customer Care Solution" for 2 consecutiveyears. Vodafone is the worlds largest mobile telecommunications company measured byrevenues and the worlds second-largest measured by subscribers (behind China Mobile),with around 341 million proportionate subscribers as of November 2010. It operatesnetworks in over 30 countries and has partner networks in over 40 additional countries. It 3
  • 4. owns 45% of Verizon Wireless, the largest mobile telecommunications company in theUnited States measured by subscribers. The name Vodafone comes from voice data fone,chosen by the company to "reflect the provision of voice and data services over mobilephones". 4
  • 5. SCOPE & IMPORTANCE• Mobile contexts of use vary a lot, and may even be continuously changing during use. The context is much more than location, but its other elements are still difficult to identify or measure.• Location information is becoming an integral part of different mobile devices. Current mobile services can be enhanced with location-aware features, thus providing the user with a smooth transition towards context-aware services.• Potential application fields can be found in areas such as travel information, shopping, entertainment, event information and different mobile professions. This paper studies location-aware mobile services from the user’s point of view. The paper draws conclusions about key issues related to user needs, based on user interviews, laboratory and field evaluations with users, and expert evaluations of location-aware services.• The user needs are presented fewer than five main themes: topical and comprehensive contents, smooth user interaction, personal and user-generated contents, seamless service entities and privacy issues.IMPORTANCE• Communication is very important for humans and even for creatures.• It is the process of sharing knowledge, information, ideas and emotions. A single action is already a way to communicate. For business telecommunication is an essential part of the operation.• Imagine a company if they dont have a way to be contacted or to contact their clients? Example of this is telephone forwarding which greatly improves how a company manages communication within their organization. 5
  • 6. Chapter – 2 6
  • 7. THE INDIAN TELECOM INDUSTRY The telecoms trends in India will have a great impact on everything from the humblePC, internet, broadband (both wireless and fixed), cable, handset features, talking SMS,IPTV, soft switches and managed services to the local manufacturing and supply chain. TheIndian Telecommunication network with 110.01 million connections is the fifth largest inthe world and the second largest among the emerging economics of Asia. Today, it is thelargest growing market in the world and represents unique opportunities for U.S. companiesin the stagnant global scenario. The total subscriber base, which has grown by 40% in 2005,is expected to reach 250 million in 2007. According to Broadband Policy 2004, Governmentof India aims at 9 million broadband connections and 18 million internet connections by2007. The wireless subscriber base has jumped from 33.69 million in 2004 to 67.57 millionin FY 2004-2005. In the last 3 years, two out of every three new telephone subscribers werewireless subscribers. Consequently, wireless now accounts for 54.6% of the total telephonesubscriber base, as compared to only 40% in 2003. Wireless subscriber growth is expectedto bypass 2.5 million new subscribers per month by 2007. The wireless technologiescurrently in use are Global System for Mobile Communications (GSM) and Code DivisionMultiple Access (CDMA). There are primarily 9 GSM and 5 CDMA operators providingmobile services in 19 telecom circles and 4 metro cities, covering 2000 towns across thecountry. Some of the positive impacts of these trends are as follows. According to a study,18 percent of mobile users are willing to change their handsets every year to newer modelswith more features, which is good news for the handset vendors. The other impact is thatwhile the operators have only limited options to generate additional revenues through value-added services from wire-line services, the mobile operators have numerous options togenerate non-voice revenues from their customers. Some examples of value-added servicesare ring tones download, coloured ring back tones, talking SMS, mobisodes (a briefprogramme episode designed for mobile phone viewing) etc. Moreover, there exists greatopportunity for content developers to develop applications suitable for mobile users likemobile gaming, location based services etc. On the negative side, there is an increased threatof virus – spread through mobile data connections and Bluetooth technology – in mobilephones, making them unusable at times. This is good news for anti-virus solution providers,who will gain from this trend. Indian customers are embracing mobile technology in a bigway (an average of four million subscribers added every month for the past six months 7
  • 8. itself). They prefer wireless services compared to wire-line services, which is evident fromthe fact that while the wireless subscriber base has increased at 75 percent CAGR from2001 to 2006, the wire-line subscriber base growth rate is negligible during the same period.In fact, many customers are returning their wire-line phones to their service providers asmobile provides a more attractive and comparative solution. The main drivers for this trendare quick service delivery for mobile connections, affordable pricing plans in the form ofpre-paid cards and increased purchasing power among the 18 to 40 years age group as wellas sizeable middle class – a prime market for this service.Mergers Demand for new spectrum as the industry grows and the fact the spectrum allocationis done on the basis of number of subscribers will force companies to merge so as to claimlarge number of subscribers to gain more spectrum as a precursor to the launch of larger andexpanded services. However it must also be noted that this may very well never happen onaccount of low telecom penetration.New Circles As mentioned earlier there is a significant number of tier-2 and tier-3 cities that canaccommodate more players we expect aggressive response by the companies to suchopportunities as and when they are created.Constrains• Slow pace of the reform process.• It would be difficult to make in-roads into the semi-rural and rural areas because of the lack of infrastructure. The services providers have to incur a huge initial fixed cost to make inroads into this market. Achieving break-even under these circumstances may prove to be difficult.• The sector requires players with huge financial resources due to the above mentioned constraint. Upfront entry fees and bank guarantees represent a sizeable share of initial investments. While the criteria are important, it tends to support the existing big and older players. Financing these requirements require a little more liberal approach from the policy side.• Problem of limited spectrum availability and the issue of interconnection charges between the private and state operators. Ideas strong growth in the Indian telephony market comes from its deep penetrationin the non-urban and rural markets. Idea has the highest share of rural subscribers as a 8
  • 9. percentage of total subscribers, amongst other GSM players. In fact, two out of every threenew subscribers now come from non-urban market. Ideas innovative and revolutionary VAS offering has been a major growth driver.Be it Mobile TV, which was launched for the first time in India on the Idea network;exhaustive Music library in multiple languages; DTs/ RBTs; and other content downloadfrom the world of Cinema, Music, Cricket etc. - Idea has consistently grown its VASrevenue. Its revenue share of VAS is now higher than the industry average. Idea offers seamless coverage to roaming customers traveling to any part of thecountry, as well as to international traveling customers across over 200 countries. Ideaspartnership with over 400 operators ensures that customers are always connected while onthe move, within the country or other parts of the world. IDEA is the winner of The Emerging Company of the Year Award at TheEconomic Times Corporate Excellence Awards 2009. IDEA Cellular also received theprestigious Avaya Global Connect Award for being the Most Customer ResponsiveCompany in the Telecom sector in the year 2010. The company has received several othernational and international recognitions for its path-breaking innovations in mobile telephonyproducts & services. It won the GSM Association Award for Best Billing and CustomerCare Solution for 2 consecutive years. It was awarded Mobile Operator of the Year Award- India for 2007 and 2008 at the Annual Asian Mobile News Awards. IDEA Cellular is an Aditya Birla Group Company, Indias first truly multinationalcorporation. The group operates in 26 countries, and is anchored by over 130,600employees belonging to 40 nationalities. The Group has been adjudged the 6th TopCompany for Leaders in Asia Pacific Region in 2009, in a survey conducted by HewittAssociates, in partnership with The RBL Group, and Fortune. The Group has also beenrated The Best Employer in India and among the Top 20 in Asia by the Hewitt-EconomicTimes and Wall Street Journal Study 2007. 9
  • 10. COMPANY PROFILECompany Information IDEA Cellular is a publicly listed company, having listed on the Bombay StockExchange (BSE and the National Stock Exchange (NSE) in March 2007. IDEA Cellular is a leading GSM mobile service operator with pan India licenses.With a customer base of over 40 million in 15 service areas, operations are soon expected tostart in Orissa and Tamil Nadu-the first steps in providing pan India services covering over90% of Indias telephony potential. A frontrunner in introducing revolutionary tariff plans, IDEA Cellular has thedistinction of offering the most customer friendly and competitive Pre Paid offerings, forthe first time in India in an increasingly segmented market. Customer Service and Innovation are the drivers of this Cellular Brand. A brandknown for many firsts, Idea was the first to launch GPRS and EDGE in the country. Ideahas received international recognition for its path-breaking innovations when it won theGSM Association Award for "Best Billing and Customer Care Solution" for 2 consecutiveyears. IDEA Cellular is part of the Aditya Birla Group, Indias first truly multinationalcorporation. The group operates in 25 countries, and is anchored by over 1,25,000employees belonging to 25 nationalities. The Group has been adjudged The Best Employerin India and among the Top 20 in Asia by the Hewitt-Economic Times and Wall StreetJournal Study 2007.Our Service Areas 10
  • 11. The Indian telecommunications market for mobile services is divided into 22"Service Areas" classified into "Metro", Category "A", Category "B" and Category "C"service areas by the Government of India. These classifications are based principally on aService Areas revenue generating potential Our operational 13 Service Areas are broken up into Established and New ServiceAreasEstablished Service Areas The established service areas are Delhi, Andhra Pradesh, Gujarat and Maharashtra,Haryana, Kerala, Madhya Pradesh and Uttar Pradesh (West).Licenses for the Maharashtra and Gujarat Service Areas were awarded in December 1995,with network rollout and commercial launch achieved in 1997. In January 2001 the mobileoperations in Andhra Pradesh Service Area were integrated with IDEA through a mergerwith Tata Cellular Limited. In June 2001, the mobile operations in Madhya Pradesh ServiceArea were fully integrated with IDEA through an acquisition of RPG Cellcom Limited. InOctober 2001, the license for Delhi Service Area was acquired during the fourth mobilelicense auction, with network rollout and commercial launch in November 2002. In January2004, Escotel Mobile Communications Private Limited ("Escotel"), was acquired with itsoriginal licenses in the Service Areas of Haryana, Uttar Pradesh (West) and Kerala. Allthese Service Areas were re-branded and integrated with IDEA in June 2004New Service Areas The New Service Areas are Uttar Pradesh (East), Rajasthan, Himachal Pradesh,Bihar, Mumbai, Karnataka and Punjab Licenses for Uttar Pradesh (East), Rajasthan andHimachal Pradesh were acquired through the acquisition of Escotel (EscortsTelecommunications Limited). Services in Karnataka and Punjab were launched throughthe acquisition of Spice Communications. Idea launched its services in Mumbai and Biharin 2008. The Mumbai launch was the largest Metro City launch in India. 11
  • 12. Our MissionKey PeopleBoard of Directors -Mr. Kumar Mangalam Birla (Chairman)Smt. Rajashree BirlaMr. Saurabh MisraMr. Sanjeev Aga (Managing Director)Mr. Arun ThiagarajanMs. Tarjani VakilMr. Mohan GyaniMr. Gian Prakash GuptaMr. R.C. BhargavaMr. P. MurariMr. Biswajit A. SubramanianDr. Hansa WijayasuriyaManagement Team -Corporate Leadership TeamMr. Sanjeev Aga, Managing DirectorMr. Akshaya Moondra, Chief Financial OfficerMr. Anil K. Tandan, Chief Technology OfficerMr. Prakash K. Paranjape, Chief Information OfficerMr. Pradeep Shrivastava, Chief Marketing OfficerMr. Navanit Narayan, Chief Service Delivery OfficerMr. Vinay K. Razdan, Chief Human Resource OfficerMr. Rajat K. Mukarji, Chief Corporate Affairs Officer 12
  • 13. Mr. Rajesh K. Srivastava, Chief Materials & Procurement OfficerMr. Ambrish Jain, Director - OperationsMr. Himanshu Kapania, Director - OperationsOur PartnersIDEA welcomes all businesses and individuals interested in partnering with us to enhanceand strengthen the IDEA products & services portfolio. To explore such potentialpartnerships, kindly get in touch with us by submitting the Partners Form. Some of ourTechnology and Content Partners:VASOnmobile Asia Pacific LtdCellebrum India LtdSiddhivinayak Astro Services Ltd.Kodiak LtdMaujNet4nuts India LtdYahooRediffMobile2winSifyNDTV 13
  • 14. ROAMINGRoamware.incStarhomeBharti TelesoftMARKETING COMMUNICATIONSLowe India Pvt LtdLintas Media GroupNETWORKNokia - SiemensEricsson 14
  • 15. BRAND INFORMATIONThe brand Idea It is almost impossible to disintegrate brand Idea from the corporate Idea. Brandvalues are the company values and vise versa. Brand Vision: It goes without saying that thebrand vision of idea mirrors the company’s vision. The brand mission statement is...... To bethe most customer-focused mobile service brand, continuously innovating to help liberateour customers from the shackles of time & space.IDEA - Brand ValuesInnovate . Stimulate . Liberate .... It is these brand values, which have made us a formidable player in the telecomindustry. Innovations that stimulate the customer and liberate him from the shackles of timeand space are the core of our brand. This is what we strive for. Nothing more, nothing less,nothing else.IDEA - Brand MissionThe India footprint IdeaAnywhere connectivity - bringing India closer.The Technology Advantage IdeaTomorrows technology to enrich today.The Customer Focus IdeaMake a single interaction a lasting relationship.The Employee Focus IdeaNurture the roots that nurture our ideas 15
  • 16. Brand Initiatives - Our aim, through media buying and planning, is to create year round impact. Withthe objective of strengthening our brand, we work with strategic communication partners oncampaigns like sponsorship of the Idea International Indian Film Academy awards and thetelevision programs “Idea Rocks India”, “Idea Star Singer” and “Idea Andhra Idol”. Weseek engagement with subscribers on a variety of levels, from major celebrity fashion showsto small local events timed to coincide with new product offerings. Since August 2003, we have commissioned a Brand Track Index Study to evaluatethe health of our brand. The Brand Track Index Study is a monthly study conducted byTNS, a marketing consultant engaged by us to evaluate our brand using face-to-faceinterviews on a random sample of mobile users a well as those intending to purchasemobiles within the next three months. According to the study our brand is perceived as“reliable/trustworthy” and one that “offers cheaper and good promotional offers”. We haveimproved our rating in the Brand Track Index calculated by the study in the past yearreflecting, we believe, the growing strength of our brand. The main communication medium for the Idea brand is television, where we seekstrategic Idea brand coverage in various formats. Billboards and hoardings are used as asecondary medium, customized for specific regional preferences to communicate effectivelyat the local level. We also use other mass communication media such as the press and radioto communicate price plans and other tactical and customer information. All our key initiatives are subjected to a rigorous testing and launch process toensure accountability for all advertising spend and improve the chances of success of a newproduct. This process is followed up with extensive briefing of call center agents and salespersonnel and real-time tracking of the impact of the communication and feedback fromsubscribers.Our ValuesValues We Value:Integrity - Honesty in every action 16
  • 17. At Aditya Birla Group, Integrity is defined as: Acting and taking decisions in amanner that is fair, honest, following the highest standards of professionalism and alsoperceived to be so. Integrity for us means not only financial and intellectual integrity, but inall other forms as are commonly understood.Key words that connote Integrity are: • Ethical • Truthful • Principled • Transparent • Upright • Respectful • Commitment - deliver on the promise At Aditya Birla Group Commitment is defined as: On the foundation of integrity,doing whatever it takes to deliver value to all stakeholders. In the process, taking ownershipof our actions and decisions, those of our team and that part of the organization that we areresponsible for.Key words that connote commitment are:• Accountability• Discipline• Responsibility• Result –orientation• Self-confidence• ReliabilityPassion - energized action At Aditya Birla Group Passion is defined as: A missionary zeal arising out ofemotional engagement with the organization that makes work joyful and inspires each oneto give his or her best. Relentless pursuit of goals and objectives with the highest level ofenergy and enthusiasm, that is voluntary and spontaneous.Key words that connote passion are:• Intensity• Innovation 17
  • 18. • Transformational• Fire-in-the-belly• Inspirational• Deep sense of purposeSeamlessness - boundryless in letter and spiritAt Aditya Birla Group, Seamlessness is defined as: Thinking and working together across functional silos, hierarchies, business andgeographies. Leveraging the available diversity to garner synergy benefits and promoteopenness through sharing and collaborative efforts.Key words that connote Seamlessness are:Ø TeamworkØ IntegrationØ InvolvementØ OpennessØ GlobalØ Learning from the bestØ EmpoweringSpeed - one step ahead always At Aditya Birla Group, Speed is defined as: Responding to internal and externalcustomers with a sense of urgency. Continuously seeking to crash timelines and choosingthe right rhythm to optimize organization efficiencies.Our Promoters IDEA Cellular is part of the Aditya Birla Group, Indias first truly multinationalcorporation. Global in vision, rooted in Indian values, the Group is driven by a performanceethic pegged on value creation for its multiple stakeholders. The group operates in 25 countries, and is anchored by over 100,000 employeesbelonging to 25 nationalities. The Group has been adjudged The Best Employer in Indiaand among the Top 20 in Asia by the Hewitt-Economic Times and Wall Street JournalStudy 2007. 18
  • 19. A premium conglomerate, the Aditya Birla Group is a leader in swathe of products -viscose staple fibre, aluminium, cement, copper, carbon black, insulators, garments. The Group has also made successful forays into financial services, telecom,software, BPO and retail sectors. Today, the Group is Indias most diversified businesshouse.Our Promoters are -1. Aditya Birla Nuvo Limited2. Grasim Industries Limited3. Hindalco Industries Limited and4. Birla TMT Holdings Private Limited. 19
  • 20. PRODUCT RANGEPrepaid Plans - UP (West) With Idea, SIMPLICITY and AFFORDABILITY walk hand in hand. Our customercentric tariffs allow you all the room in the world to choose the perfect plan, one whichoptimizes your usage and keeps your pocket heavy too. So, when you talk, you dont forgetto smile. To get an !dea Prepaid Connection, just fill up the Prepaid Enrollment Form (comesalongwith SIM Pack) available with the retailer where you obtain the connection fromIDEA - Registration and Activation Process As per the directive from the Department of Telecom (DOT), following Documentsneed to be submitted with the Prepaid Enrollment FormSelf Attested PhotographPhoto proof of Identity / SignatureProof of Address 20
  • 21. POST PAIDHappy 150 PlanONE TIME CHARGES (Rs.)Activation Charges 200.00Membership Fee 0.00Security Deposit 500.00MONTHLY CHARGES (FIXED) (Rs.)Bill Plan Charge 0.00Monthly Rental 150.00MONTHLY CHARGES (Rs.)CLIP (optional) 49.00Benefit-UDP Rs. 150, Local and STD Calls, Excl CUGLOCAL RATES (Rs. / Min)Within CUG 0.10Idea to Idea 0.50Idea to Mobiles 0.50Idea to Fixed 0.75STD RATES (Rs. / Min)Idea to Mobiles 1.50Idea to Fixed 1.50ISD (Rs. / Min)USA, Canada, Europe (Fixed Line) 6.40Gulf, Europe (Mobile), SAARC Countries, 9.19 21
  • 22. Africa & Rest of the World, Australia,Singapore, Hong Kong, Thailand, Malaysia,Indonesia, New Zealand.Cuba, Sao Tome & Principe, Guinea Bissau,Diego Garcia, Nauru, Soloman Islands, 49.20Vanuatu, Cook Islands, Tuvalu, Tokelau,Norfolk Island, Sakhalin.SMS (Rs.)Local 0.75National 1.50International 5.00Add- On Packs NA Rs. 75, Local I2I – 20 Ps, I2M – 40 Ps andHappy Local Pack I2L – 60 Ps/PulseApproximate Financial Implication Values - As per TRAI FormatOne Time Fee Rs 700Monthly Rental Rs.150Monthly Minimum Commitment NILCLIP Charges Rs. 49 (Optional)Interest on Security Deposit NILMonthly Variable Charges (Mins.) 100 200 300 500 1000Estimated Monthly Bill (Rs.) 154 157 161 259 518Service Tax @ 10.3% 15.86 16.17 16.58 26.68 53.35Estimated Total Monthly Bill 169.86 173.17 177.58 285.68 571.35 22
  • 23. Power 150ONE TIME CHARGES (Rs.)Activation Charges 200.00Membership Fee 0.00Security Deposit 500.00MONTHLY CHARGES (FIXED) (Rs.)Bill Plan Charge 0.00Monthly Rental 150.00MONTHLY CHARGES (OPTIONAL) (Rs.)CLIP 0.00 Free Airtime upto Rs. 150 for LocalBenefit-UDP idea to ideaLOCAL RATES (Rs. / Min)Within CUG 0.10Idea to Idea 0.50Idea to Mobiles 0.75Idea to Fixed 1.00STD RATES (Rs. / Min)Idea to Mobiles 1.50Idea to Fixed 1.50ISD (Rs. / Min)USA, Canada, Europe (Fixed Line) 6.40Gulf, Europe (Mobile), SAARC Countries, Africa& Rest of the World, Australia, Singapore, Hong 9.19Kong, Thailand, Malaysia, Indonesia, New 23
  • 24. Zealand.Cuba, Sao Tome & Principe, Guinea Bissau, DiegoGarcia, Nauru, Soloman Islands, Vanuatu, Cook 49.20Islands, Tuvalu, Tokelau, Norfolk Island, Sakhalin.UK ISD Calling RatesUK Landline 6.40UK Mobile 9.19SMS (Rs.)Local 1.00National 1.50International 5.00Add- On Packs Rs. 18 - 50 Pulse of Local Idea to IdeaI2I Pack* free.The Pack is available with the basic plan only i.e., Plan wihout any add-on packs. Rs. 100 - 250 Pulse of Local Idea toI2M Pack* other mobile free.The Pack is available with the basic plan only i.e., Plan wihout any add-on packs. Rs. 99, All Local I2I Calling BetweenUnlimited I2I Night Pack* 11.00 PM to 7 AM free.The Pack is available with the basic plan only i.e., Plan wihout any add-on packs.Local On-Net Pack @ Rs. 50 I2I @ 30Ps/Pulse, I2M @ 50 Ps/PulseApproximate Financial Implication Values - As per TRAI FormatOne Time Fee Rs 700Monthly Rental Rs.150Monthly Minimum Commitment NIL 24
  • 25. CLIP Charges NILInterest on Security Deposit NILMonthly Variable Charges (Mins.) 100 200 300 500 1000Estimated Monthly Bill (Rs.) 204 258 313 421 692Service Tax @ 10.3% 21 27 32 43 71Estimated Total Monthly Bill 225 285 345 464 763Call Pattern AssumptionsType of Call To Idea To Mobiles To FixedLocal 36.00% 47.00% 15.00%STD 1.00% 1.00% 1.00%ISD NA NA NA 25
  • 26. COMPANY PROFILE Vodafone Group plc is a global telecommunications company headquartered inLondon, United Kingdom. It is the worlds largest mobile telecommunications companymeasured by revenues and the worlds second-largest measured by subscribers (behindChina Mobile), with around 341 million proportionate subscribers as of November 2010. Itoperates networks in over 30 countries and has partner networks in over 40 additionalcountries. It owns 45% of Verizon Wireless, the largest mobile telecommunicationscompany in the United States measured by subscribers. The name Vodafone comes fromvoice data fone, chosen by the company to "reflect the provision of voice and data servicesover mobile phones". Its primary listing is on the London Stock Exchange and it is a constituent of theFTSE 100 Index. It had a market capitalisation of approximately £93 billion as of 9 March2011, making it the fourth largest company on the London Stock Exchange. It has asecondary listing on NASDAQ. 26
  • 27. Vodafone Group plc Type Public limited company Traded as LSE: VOD NASDAQ: VOD Industry Telecommunications Predecessor 1983–1991 Racal Telecom Founded 1984 Headquarters London, United Kingdom Area served Worldwide Gerard Kleisterlee (Chairman) Key people Vittorio Colao (CEO) Fixed line and mobile telephony, Internet services, digital Products television Revenue £45.88 billion (2011) Operating £5.596 billion (2011) income Profit £7.968 billion (2011) Total assets £151.22 billion (2011) Total equity £87.55 billion (2011) Employees 83,862 (March 2011) Website Vodafone.com 27
  • 28. HISTORY In 1980, Sir Ernest Harrison OBE, chairman of Racal Electronics plcs, the UKslargest maker of military radio technology, agreed a deal with Lord Weinstock of GeneralElectric Company plc to allow Racal to access some of GECs tactical battlefield radiotechnology. Briefing the head of Racals military radio division Gerry Whent to drive thecompany into commercial mobile radio, Whent visited GEs factory in Virginia, USA in1980. In 1982, Racals newly formed Racal Strategic Radio Ltd subsidiary won one of twoUK cellular telephone network licences, with the other going to British Telecom Thenetwork, known as Racal Vodafone, was 80% owned by Racal, with Millicom holding 15%and Hambros Technology Trust 5%. Vodafone was launched on 1 January 1985. RacalStrategic Radio was renamed Racal Telecommunications Group Limited in 1985. On 29December 1986, Racal Electronics bought out the minority shareholders of Vodafone forGB£110 million. Under stock market pressure to realise full value for shareholders (the mobile unitwas being valued at the same amount as the whole Racal group), in September 1988, thecompany was again renamed Racal Telecom, and on 26 October 1988, Racal Electronicsfloated 20% of the company. The flotation valued Racal Telecom at GB£1.7 billion.[16] On16 September 1991, Racal Telecom was demerged from Racal Electronics as VodafoneGroup. In July 1996, Vodafone acquired the two thirds of Talkland it did not already ownfor £30.6 million. On 19 November 1996, in a defensive move, Vodafone purchased 28
  • 29. Peoples Phone for £77 million, a 181 store chain whose customers were overwhelminglyusing Vodafones network. In a similar move the company acquired the 80% of AstecCommunications that it did not own, a service provider with 21 stores. In 1997, Vodafone introduced its Speechmark logo, composed of a quotation markin a circle, with the Os in the Vodafone logotype representing opening and closingquotation marks and suggesting conversation. On 29 June 1999, Vodafone completed its purchase of AirTouch Communications,Inc. and changed its name to Vodafone Airtouch plc. The merged company commencedtrading on 30 June 1999. In order to gain anti-trust approval for the merger, Vodafone soldits 17.2% stake in E-Plus Mobilfunk. The acquisition gave Vodafone a 35% share ofMannesmann, owner of the largest German mobile network.On 21 September 1999, Vodafone agreed to merge its U.S. wireless assets with those ofBell Atlantic Corp to form Verizon Wireless. The merger was completed on 4 April 2000.In November 1999, Vodafone made an unsolicited bid for Mannesmann, which wasrejected. Vodafones interest in Mannesmann had been increased by the latter purchase ofOrange, the UK mobile operator. Chris Gent would later say Mannesmanns move into theUK broke a "gentlemans agreement" not to compete in each others home territory. Thehostile takeover provoked strong protest in Germany, and a "titanic struggle" which sawMannesmann resist Vodafones efforts. However, on 3 February 2000, the Mannesmannboard agreed to an increased offer of £112bn, then the largest corporate merger ever. TheEU approved the merger in April 2000. The conglomerate was subsequently broken up andall manufacturing related operations sold off. On 28 July 2000, the Company reverted to its former name, Vodafone Group plc. InApril 2001, the first 3G voice call was made on Vodafone United Kingdoms 3G network. In 2001, the Company acquired Eircell, the largest wireless communicationscompany in the Republic of Ireland, from eircom. Eircell was subsequently rebranded asVodafone Ireland. Vodafone then went on to acquire Japans third-largest mobile operator J-Phone, which had introduced camera phones first in Japan. 29
  • 30. On 17 December 2001, Vodafone introduced the concept of "Partner Networks", bysigning TDC Mobil of Denmark. The new concept involved the introduction of Vodafoneinternational services to the local market, without the need of investment by Vodafone. Theconcept would be used to extend the Vodafone brand and services into markets where itdoes not have stakes in local operators. Vodafone services would be marketed under thedual-brand scheme, where the Vodafone brand is added at the end of the local brand. (i.e.,TDC Mobil-Vodafone etc.) In May 2011, Vodafone Group Plc bought the rest of the shares of Vodafone Essarfrom Essar Group Ltd with value of $5 billion and became a solely owned of VodafoneEssar. 30
  • 31. PRODUCTS AND SERVICESPOST PAID Become a Vodafone Postpaid customer with a new postpaid connection and talk toyour heart content without worrying about bill value. Buy a special postpaid mobile handsetfor your Vodafone Postpaid mobile SIM card with our postpaid mobile handset offers. Pickthe right Vodafone Postpaid talk plan that suits your usage best for your Vodafone Postpaidmobile phone. Stop worrying about your Vodafone Postpaid mobile bill subscribe to ourVodafone Postpaid offers and Vodafone Postpaid services. And guess what – Vodafone Postpaid bill payment is easy! We’ve got a wide varietyof Vodafone Postpaid bill payment options. Choose the Vodafone Postpaid bill paymentoption that works for you to make the most of your Vodafone Postpaid connection. Sounds good? Check out all the benefits that come along with a Vodafone PostpaidSIM card, and it`ll sound even better!• Great Vodafone mobile Postpaid offers• The perfect Postpaid Tariff plans• Caller tunes• Vodafone Stores and dealers• Ready to get a new postpaid connection?• Looking for Postpaid forms?• Happy to helpThe perfect Postpaid Tariff plans Find the right postpaid talk plan by going through the many mobile postpaid talkplans we’ve got for you. Select the postpaid talk plan that suits your usage and your budgetbest to make the most out of every penny you pay. What’s more – we’ll be happy to help you find the right postpaid talk plan. JustSMS BEST FIT to 111 and we’ll look through our Postpaid talk plans and choose thePostpaid talk plan that best suits your usage for your Vodafone Postpaid mobile phone. 31
  • 32. Check out Postpaid talk plans for your Vodafone Postpaid mobile phoneConfused about your Vodafone Postpaid cell phone billing?Visit us at your nearest Vodafone Store or call us on 111 and we’ll be happy to answer allyour Vodafone Postpaid billing queries.Vodafone Postpaid bill payment Here’s another reason why you should become a Vodafone Postpaid customer with anew postpaid connection – paying your Vodafone Postpaid bill is easy!Postpaid bill payment – online Log on to My Vodafone anytime and pay your bill, at the click of a mouse.Self Service Kiosk Pay your Vodafone Postpaid mobile bill the next time your visit a multiplex, mall ora Vodafone Store by cash, cheque or credit card.Payment centres We have thousands of payment centres at convenient locations across India. Walkinto one to pay your Vodafone Postpaid bill with cash or a cheque.Pay by credit card Dont strain yourself remembering your Vodafone Postpaid mobile bills due date.Pay by your credit card and your outstanding Vodafone Postpaid mobile bill amount will bedirectly debited from your account.Bill payment vouchers Pay your Post paid bill from anywhere, any time using Vodafone Postpaid vouchersat your convenience. Vouchers are available in denominations of Rs 100, Rs 200, Rs 500and Rs 1000. You can buy these vouchers from your nearest Vodafone dealer. 32
  • 33. Pay at post offices Now you can pay your Vodafone Postpaid mobile bills through cash at various postoffices (with e-payment facility).Pay by IVR You can also call 111 and make your Vodafone Postpaid mobile bill paymentthrough credit card.e-bill pay You can also pay your Vodafone Postpaid bill online through e-bill, payment centresspread all across the country.Direct Debit Pay your Vodafone Postpaid monthly bill by authorizing Vodafone to debit yourbank account directly every month, by filling and submitting the Direct Debit form at younearest Vodafone stores.Caller tunes Play your favourite song for all your callers instead of the boring tring tring on yourVodafone Postpaid mobile connection with Vodafone Caller tunes. Set your friends’favourite songs as Caller tunes just for them. Choose a Caller tune from amongstBollywood to international hits, wacky sounds to pure instrumental, and more. And if that’snot enough, you can also record a message in your own voice and set it as your Caller tuneon your Vodafone Postpaid mobile phone.Vodafone Stores and dealers Do you need our help with something? Get in touch through Vodafone retailers orVodafone Stores & Mini Stores spread across the country – and also your neighbourhood.Postpaid outlets Walk into any Vodafone Postpaid outlet for Vodafone Postpaid mobile connections,choose from a range of affordable Vodafone Postpaid mobile talk plans and start talking! 33
  • 34. Find a Postpaid outlet nowVodafone Stores Come talk to us! Drop by at a Vodafone Store and we’ll help you out witheverything – be it Vodafone Postpaid mobile connections, Postpaid offers to go with it,Postpaid mobile talk plans, Value Added Services, replacement of a lost or damagedPostpaid SIM card and also your Vodafone Postpaid mobile billing queries.Vodafone Postpaid Mobile Stores Got no free time for a visit? Then let’s meet while on the move. Look out for aVodafone Postpaid Mobile Store to get a Postpaid connection and Postpaid phones, the bestPostpaid mobile plan, value added services, and also your Vodafone Postpaid mobile billingqueries.Vodafone Mini Stores You’ll find them in every nook & corner of the city. Check one out to buy newpostpaid connections, select a Postpaid talk plan, reactivate an old connection and muchmore.Self Service Kiosk Get no free time to pay your bill during the day? Come to Self Service Kiosk. Thismachine allows you to view & pay your Postpaid bill at any point of time. This isoperational 24 x 7. You can pay your bill either through cheque, credit card or cash.BILLING OPTIONS You can get your Vodafone bill in your inbox. Or hear it on your phone. You caneven choose the language it comes in. And do a lot more, all through your phone. 34
  • 35. EbillGet your Vodafone bill delivered right to your inbox, every month.Itemised billingKeep an eye on your phone usage with a detailed billing statement.My Vodafone billGot questions about your bill? Get answers anytime you need.Duplicate billLog on to My Vodafone to request a duplicate bill.Payment centresFind out which Vodafone payment centre is closest to you. 35
  • 36. PREPAID Go mobile with a Vodafone Prepaid connection and control how much you spendwith a prepaid cell plan. Buy a special prepaid mobile handset for your Vodafone Prepaidmobile SIM card with our prepaid mobile handset offers. To keep talking without any talktime or validity hassles make use of our flexible recharging options for your VodafonePrepaid mobile SIM card: Prepaid recharge cards, e Top Up and Direct Top-Up. It’s easy tofind a prepaid recharge top up too: we’ve got prepaid outlets everywhere, so that you canstay connected wherever you are. And that’s not all – you can also subscribe to our uniqueprepaid mobile services and prepaid offers and make the most of your Vodafone Prepaidcell phone. Sounds good? • Find a Prepaid cell phone plan that suits you • Great prepaid offers • Caller tunes • A world of prepaid mobile services • Do you need to top up recharge? • Recharging your Vodafone Prepaid card • Vodafone Stores and dealers • Ready to get a prepaid connection? • Looking for Prepaid forms?Great prepaid offersTalk longer. SMS even more. Or get yourself a Vodafone Prepaid handset with a prepaidhandset offer. Get the best value for your money with Vodafone’s latest Prepaid offers thatwork with your prepaid mobile tariff plan to make the most of your mobile prepaid talktime.Prepaid offers on top up rechargeMake use of Vodafone’s prepaid offers to get a prepaid top-up recharge for the best deals ontalk time, validity and call rates for Vodafone Prepaid cell phone. Find out more aboutprepaid offers for prepaid top-ups. 36
  • 37. E recharge mobile top up vouchers for prepaid connectionYou can get your prepaid connection recharged through e recharge mobile top up vouchersavailable at various Vodafone outlets.Chota Recharge topupIf you’ve run out of mobile prepaid recharge minutes during your validity period, it’s timefor a Prepaid top-up of your talk time with a Vodafone Chota Recharge card. Get yourprepaid mobile recharge top up for as little as Rs 10 up to Rs 197 without buying a fullmonth’s talk time. Find out more about this prepaid offer.Bonus CardsHere’s a Prepaid offer that can supercharge your Prepaid top-up and make your talk timelast longer than you think. Enjoy slashed rates on calls and SMS and save on talk time withBonus Cards for your Vodafone Prepaid mobile tariff plans. Find out more about thisprepaid offer.Looking for a Prepaid handset offer?We have many prepaid handset offers so you can get yourself a cool Prepaid handset to goalong with a Vodafone Prepaid connection at great prices. Just visit the nearest VodafoneStore and check out the prepaid handset offers. Find out more about prepaid handset offers.To go through the complete list of prepaid offers for your Prepaid mobile tariff plan andPrepaid handset offers, click hereCallertunes Play your favourite song for all your callers instead of the boring tring tring on yourVodafone Prepaid cell phone with Vodafone Caller tunes. Set your friends’ favourite songsas Caller tunes just for them. Choose a Caller tune from amongst Bollywood to internationalhits, wacky sounds to pure instrumental, and more. And if that’s not enough, you can alsorecord a message in your own voice and set it as your Caller tune on your Vodafone mobileprepaid phone. 37
  • 38. Wait, there’s more – if you are crazy about cricket then you can set live cricketscores as Caller tunes on your Vodafone mobile prepaid phone with Cricket Caller tunes.Set more than 1 Caller tune on your Vodafone mobile phone with Caller tune Shuffle so thatyour callers hear a different Caller tune every time. And if you’re busy with something andcan’t attend to any calls, set a Busy Caller tune that tells your callers why you can’t answeryour Vodafone Prepaid mobile phone. Read more about Vodafone Caller tunes.A world of prepaid mobile servicesYour Vodafone Prepaid SIM card can do a lot more than just make calls and send SMS.Subscribe to Vodafone’s unique prepaid mobile services and make the most of yourVodafone mobile phone. Here are a few of Vodafone’s prepaid mobile services:Tunes and downloadsAdd jazz to your Prepaid mobile phone with some help from Vodafone. Replace the regulartring-tring with Ringtones, set Caller tunes, and download full songs, pictures, logos andmuch more. Read more about these prepaid services.EntertainmentHere’s a prepaid service that lets you have some fun when you’ve got free time. Plug intothe world of movies, music and games or play contests to win some cool prizes. Brighten upyour day with some jokes or chat and make new friends – all with your Vodafone Prepaidmobile phone. Read more about these prepaid services.Vodafone AlertsKnow what’s happening in the world around you – with Vodafone Alerts on your Prepaidmobile phone. Just tell us what you’re into – sports, spirituality, finance, national andinternational news, finance etc, and we’ll keep you in touch with the whole world. Readmore about these prepaid services.Call Management ServicesLet us manage your calls for you. Use Vodafone Call Filter to block unwanted callers onyour Vodafone Prepaid mobile phone. Back up your phonebook and all the cool stuff on 38
  • 39. your Vodafone mobile phone with Vodafone Phone backup. Set Busy Caller tunes to letyour callers know when you can’t answer their calls. Read more about these prepaidservices.TravelA Prepaid service that helps you plans your journey. Book tickets, get train and flightschedules at the click of a button. Use Jet Wallet on your Vodafone Prepaid mobile phone tobook Jet Airways tickets. You can also get Taxi fares on your Vodafone Prepaid mobilephone and make sure you don’t ever get cheated. Read more about these Prepaid services.AstrologyKnow what the day’s going to be like with this Vodafone Prepaid service. Get forecasts, tipson Vaastu and Feng Shui, info on Rahukaal & Shubhkaal and lots more – all on yourVodafone Prepaid mobile phone. Read more about these prepaid services.Do you need to topup recharge?Running low on talk time? Here’s how you can check your Prepaid talk time balance onyour mobile phone and find out if it’s time to recharge your mobile phone: • Call 140 (toll free) • Or dial *141# and press OKAnd to check your Prepaid SIM card’s validity: • Call 140 (toll free)For any assistance on Prepaid talk time and validity, or to find out more about Prepaid topups, call Vodafone Care on 111 from your Vodafone Prepaid mobile phone.Recharging your Vodafone Prepaid cardLow on talk time? Getting a Prepaid top up with a prepaid mobile recharge is easy. Here aresome simple ways to recharge your mobile phone: 39
  • 40. Prepaid recharge cardsStop at any shop with the Vodafone signage and buy a prepaid mobile recharge coupon thatsuits your needs, for an instant prepaid top up. Follow the steps mentioned on the back ofthe Prepaid mobile recharge coupon and you’re done. As simple as that. Read more onPrepaid top ups with Recharge cards.Recharge with e Top UpWant to recharge with a specific amount? Use Vodafone’s e Top Up facility for a hassle-free prepaid top up! Getting an e Top Up for your prepaid mobile SIM card is easy. Justwalk into a Vodafone Store or Vodafone Mini Store or any other store with the Vodafonesignage to recharge your Prepaid SIM card with mobile phone Prepaid to pup. You canrecharge with any amount you like, using e Top Up. What’s more, e Top Up is instant andcompletely secure. Read more on e Top UpRecharge with Direct Top-UpDon’t have time to go to a store to get a prepaid recharge coupon or a mobile phone Prepaidtop up? Get a Prepaid top up for your Vodafone Prepaid connection the next time you walkinto an ATM using Direct Top-Up. Or just send an SMS to recharge your account anytime,and for any amount. Read more on Direct Top-UpThese are just some of the many ways you can get a Prepaid recharge for your VodafonePrepaid mobile phone. To check out the complete list of recharge options, click hereVodafone Stores and dealersDo you need our help with something? Get in touch through Vodafone retailers orVodafone Stores & Mini Stores spread across the country – and also your neighbourhoodPrepaid outletsWalk into any Vodafone Prepaid outlet to buy a Vodafone Prepaid mobile SIM card, choosefrom a range of affordable Vodafone Prepaid cell phone plans or buy a prepaid rechargecoupon. 40
  • 41. Vodafone StoresCome talk to us! Drop by at a Vodafone Store and we’ll help you out with everything – be ita Vodafone Prepaid connection, a Prepaid handset offer to go with it, Prepaid mobile phoneplans, value added services, replacement of a lost or damaged Prepaid phone SIM card oreven a simple Prepaid Top-up with a Prepaid recharge voucher or mobile phone top upvoucher.Vodafone Prepaid Mobile StoresGot no free time for a visit? Then let’s meet while on the move. Look out for a VodafonePrepaid Mobile Store to get a Prepaid connection, Prepaid mobile phone plans, value addedservices, Prepaid recharge vouchers and the answers to all your queries on a VodafonePrepaid SIM card.Vodafone Mini StoresYou’ll find them in every nook & corner of the city. Check one out to buy a new prepaidconnection, select a prepaid mobile phone plan, buy a prepaid recharge voucher andreactivate an old connection and much more.Self Service KioskGet no free time to pay your bill during the day? Come to Self Service Kiosk. This machineallows you to view & pay your prepaid bill at any point of time. This is operational 24 x 7.You can pay your bill either through check, credit card or cash.You can also recharge your prepaid account any time round the clock.Ready to get a prepaid connection?Follow 4 easy steps to start talking with a Vodafone Prepaid connection:Step1: Fill up a simple formTo get a Vodafone Prepaid connection, you need a simple prepaid application form. Youcan get these forms at a Vodafone Store as well. To download one, click here 41
  • 42. Step2: Get your documents readyA self-attested photograph and a document that works as address proof with your signatureand photo identity that’s all you need.Step3: Visit a Vodafone StoreOnce you have your prepaid application form and your documents ready, just submit themat your nearest Vodafone Store. You can also get yourself a handset for your VodafonePrepaid SIM card with the special Prepaid handset offers available.Step4: Select a Prepaid mobile phone tariff planChoose a Prepaid mobile phone tariff plan that meets your requirements. And make themost of every penny you pay.And you’re done! Just insert your Vodafone Prepaid phone SIM card into your mobilephone and start talking. If you run out of mobile prepaid talk time, you can recharge yourVodafone Prepaid connection with a prepaid top-up: a recharge voucher, mobile phone topup or a Direct Top-up. 42
  • 43. Chapter – 4 43
  • 44. RESEARCH METHODOLOGYOBJECTEIVES OF THE PROJECTSØ To study the comparative analysis of consumer preference towards Idea and Vodafone in Moradabad city.Ø To study the various plan & scheme and their prices offered by Idea and Vodafone.Ø To study the preference of those factors which are considerable by the customer at the time of subscription of services.Ø To analyze comparatively the satisfaction level of the customer in respect to both companies.Ø To study the promotional strategies, market share and coverage area of both companies.DEFINITION OF RESEARCH Research is defined as human activity based on intellectual application in theinvestigation of matter. The primary purpose for applied research is discovering,interpreting, and the development of methods and systems for the advancement of humanknowledge on a wide variety of scientific matters of our world and the universe. Researchcan use the scientific method, but need not do so. Scientific research relies on theapplication of the scientific method, a harnessing of curiosity. This research providesscientific information and theories for the explanation of the nature and the properties of theworld around us. It makes practical applications possible. Scientific research is funded bypublic authorities, by charitable organisations and by private groups, including manycompanies. Scientific research can be subdivided into different classifications according totheir academic and application disciplines. Historical research is embodied in the historicalmethod. The term research is also used to describe an entire collection of information abouta particular subject. 44
  • 45. TYPES OF RESEARCHQualitative research:- Qualitative research allows you to explore perceptions, attitudes andmotivations and to understand how they are formed. It provides depth of information whichcan be used in its own right or to determine what attributes will subsequently be measuredin quantitative studies. Verbatim quotes are used in reports to illustrate points and thisbrings the subject to life for the reader. However, it relies heavily on the skills of themoderator, is inevitably subjective and samples are small. Techniques include groupdiscussions/workshop sessions, paired interviews, individual in-depth interviews andmystery shopping (where the researcher plays the role of a potential student, etc in order toreplicate the overall experience).Quantitative research:- Quantitative research is descriptive and provides hard data on thenumbers of people exhibiting certain behaviours, attitudes, etc. It provides information inbreadth and allows you to sample large numbers of the population.It is, however, structured and does not yield the reasons behind behaviour or why peoplehold certain attitudes. Techniques commonly used in HE/FE include postal surveys(particularly appropriate in the case of student populations where name and addressinformation is available), telephone surveys (appropriate for surveys of employers), on-lineor web-based surveys (very cost-effective for reaching audiences where e-mail penetrationis high, such as students and university/college staff) and mystery shopping (in this case totest quantifiable aspects of the service).RESEARCH DESIGN Plan outlining how information is to be gathered for an assessment or evaluation thatincludes identifying the data gathering method(s) , the instruments to be used/created, howthe instruments will be administered, and how the information will be organized andanalyzed.TYPES OF RESEARCH DESIGN1. Philosophical/discursiveThis may cover a variety of approaches, but will draw primarily on existing literature, ratherthan new empirical data. A discursive study could examine a particular issue, perhaps from 45
  • 46. an alternative perspective (eg feminist). Alternatively, it might put forward a particularargument or examine a methodological issue.2. Literature reviewThis may be an attempt to summarise or comment on what is already known about aparticular topic. By collecting different sources together, synthesising and analysingcritically, it essentially creates new knowledge or perspectives. There are a number ofdifferent forms a literature review might take.3. Case studyThis will involve collecting empirical data, generally from only one or a small number ofcases. It usually provides rich detail about those cases, of a predominantly qualitativenature. There are a number of different approaches to case study work (eg ethnographic,hermeneutic, ethogenic, etc) and the principles and methods followed should be made clear.4. SurveyWhere an empirical study involves collecting information from a larger number of cases,perhaps using questionnaires, it is usually described as a survey. Alternatively, a surveymight make use of already available data, collected for another purpose. A survey may becross-sectional (data collected at one time) or longitudinal (collected over a period).Because of the larger number of cases, a survey will generally involve some quantitativeanalysis.5. EvaluationThis might be an evaluation of a curriculum innovation or organisational change. Anevaluation can be formative (designed to inform the process of development) or summative(to judge the effects). Often an evaluation will have elements of both. If an evaluationrelates to a situation in which the researcher is also a participant it may be described as‘action research’. Evaluations will often make use of case study and survey methods and asummative evaluation will ideally also use experimental methods.6. ExperimentThis involves the deliberate manipulation of an intervention in order to determine its effects.The intervention might involve individual pupils, teachers, schools or some other unit. 46
  • 47. Again, if the researcher is also a participant (e.g. a teacher) this could be described as‘action research’.DATA COLLECTION Data collection is a term used to describe a process of preparing and collecting data -for example as part of a process improvement or similar project. A method of datacollection in which the situation of interest is watched and the relevant facts, actions andbehaviors are recorded.PRIMARY DATA COLLECTION METHODS In primary data collection, you collect the data yourself using methods such asinterviews and questionnaires. The key point here is that the data you collect is unique toyou and your research and, until you publish, no one else has access to it.SECONDARY DATA COLLECTION METHODS All methods of data collection can supply quantitative data (numbers, statistics orfinancial) or qualitative data (usually words or text). Quantitative data may often bepresented in tabular or graphical form. Secondary data is data that has already beencollected by someone else for a different purpose to yours. For example, this could meanusing:DATA SOURCES : Primary & Secondary data.DATA COLLECTION METHOD : “Survey”RESEARCH INSTRUMENT :“Questionnaire”SAMPLE SIZE :30 CustomerSAMPLING UNIT :CustomersSAMPLE AREA : MoradabadDATA PRESENTATION :Chart & GraphsRESEARCH TYPE :Exploratory Research 47
  • 48. LIMITATION OF RESEARCHØ Time duration for the study was very less.Ø Employees felt uncomfortable to answer the questions.Ø Employees didn’t respond properly due to unknown reason.Ø Though care has been taken but judgmental error may have occurred.Ø Some of the shop floor employees might not be able to understand the questions due to language problem. 48
  • 49. Chapter – 5 49
  • 50. ANALYSIS AND INTERPRETATIONQ.1. Which company’s telecom services, are you using? Table No. – 1 S. No. Options Percentage a. Idea 20% b. Vodafone 20% c. BSNL 30% d. Airtel 20% e. Others 10% Graph No. – 1INTERPRETATION:- As the graph show that 20% respondents say Idea, 20% respondents say Vodafone,30% respondents say BSNL, 20% respondents say Airtel and remaining 10% respondentssay others. 50
  • 51. Q.2. How much time, are you are you that services? Table No. – 2 S. No. Options Percentage a. 1 year 30% b. 2 years 40% c. 3 years 20% d. More than 3 years 10% Graph No. – 2INTERPRETATION:- As the graph show that 30% respondents say 1 year, 40% respondents say 2 years,20% respondents say 3 years and remaining 10% respondents say more than 3 years. 51
  • 52. Q.3. Which types of plan are you using? Table No. – 3 S. No. Options Percentage a. Prepaid Plan 40% b. Post Paid Plan 30% c. Both 30% Graph No. – 3INTERPRETATION:- As the graph show that 40% respondents say prepaid plan, 30% respondents say postpaid plan and remaining 30% respondents say both. 52
  • 53. Q.4. In pre-paid service which type of the advantage will you prefer? Table No. – 4 S. No. Options Percentage a. Rent Charge 30% b. Recharge 20% c. Pulse Rate 20% d. Roaming 10% e. Voice Mail Service 10% f. SMS Services 10% Graph No. – 4INTERPRETATION:- As the graph show that 30% respondents say rent charge, 20% respondents sayrecharge, 20% respondents say pulse rate, 10% respondents say roaming, 10% respondentssay voice mail service and remaining 10% respondents say SMS services. 53
  • 54. Q.5. In post-paid service which type of the advantage will you prefer? Table No. – 5 S. No. Options Percentage a. Rent Charge 20% b. Pulse Rate 30% c. Roaming 30% d. Voice Mail Service 10% e. SMS Services 10% Graph No. – 5INTERPRETATION:- As the graph show that 20% respondents say rent charge, 30% respondents say pulserate, 30% respondents say roaming, 10% respondents say voice mail service and remaining10% respondents say SMS services. 54
  • 55. Q.6. As per your experience, what is your feedback in respect to the services of Mobilecompanies? Table No. – 6 S. No. Options Percentage a. Fully satisfied 40% b. Satisfied 20% c. Partial satisfied 20% d. Not satisfied 20% Graph No. – 6INTERPRETATION:- As the graph show that 40% respondents say fully satisfied, 20% respondents saysatisfied, 20% respondents say partial satisfied and remaining 20% respondents say notsatisfied. 55
  • 56. Q.7. Do you customer pays at par performance and quality of services? Table No. – 7 S. No. Options Percentage a. Yes 70% b. No 20% c. No Response 10% Graph No. – 7INTERPRETATION:- As the graph show that 70% respondents say yes, 20% respondents say no andremaining 10% respondents say no response. 56
  • 57. Q.8. Are you aware all the promotional strategies offered by the company? Table No. – 8 S. No. Options Percentage a. Yes 60% b. No 30% c. No Response 10% Graph No. – 8INTERPRETATION:- As the graph show that 60% respondents say yes, 30% respondents say no andremaining 10% respondents say no response. 57
  • 58. Q.9. As per your view, which one is the most effective sale promotion tools and techniques? Table No. – 9 S. No. Options Percentage a. Free offers 30% b. Price offers 20% c. Installment offers 10% d. Contests 20% e. Coupons 20% Graph No. – 9INTERPRETATION:- As the graph show that 30% respondents say free offers, 20% respondents say priceoffers, 10% respondents say installment offers, 20% respondents say contests and remaining20% respondents say coupons. 58
  • 59. Q.10. Do you think that sales promotion is normally used for short term sales achievementsof products? Table No. – 10 S. No. Options Percentage a. Yes 80% b. No 10% c. May be 10% Graph No. – 10INTERPRETATION:- As the graph show that 80% respondents say yes, 10% respondents say no andremaining 10% respondents say may be. 59
  • 60. Q.11. Does sales promotional activities always increase the sale of products? Table No. – 11 S. No. Options Percentage a. Yes 75% b. No 5% c. May be 20% Graph No. – 11INTERPRETATION:- As the graph show that 75% respondents say yes, 5% respondents say no andremaining 20% respondents say may be. 60
  • 61. Q.12. Which marketing mix variables of Idea Cellular Ltd. is more effective? Table No. – 12 S. No. Options Percentage a. Product range 30% b. Prices of product 20% c. Distribution channel 30% d. Promotional strategies 20% Graph No. – 12INTERPRETATION:- As the graph show that 30% respondents say product range, 20% respondents sayprices of product, 30% respondents say distribution channel and remaining 20%respondents say promotional strategies. 61
  • 62. Q.13. Comparative analysis of Idea with Vodafone in respect to various factors?A. The service of Idea cellular Ltd. is Table No. – 13 S. No. Options Percentage a. More effective than Vodafone 40% b. Same as Vodafone 40% c. Less effective than Vodafone 20% Graph No. – 13INTERPRETATION:- As the graph show that 40% respondents say more effective than Vodafone, 40%respondents say same as Vodafone, and remaining 20% respondents say less effective thanVodafone. 62
  • 63. B. The marketing strategy of Idea Cellular is . Table No. – 14 S. No. Options Percentage a. More effective than Vodafone 30% b. Same as Vodafone 50% c. Less effective than Vodafone 20% Graph No. – 14INTERPRETATION:- As the graph show that 30% respondents say more effective than Vodafone, 50%respondents say same as Vodafone, and remaining 20% respondents say less effective thanVodafone. 63
  • 64. C. The prices of services of Idea Cellular is Table No. – 15 S. No. Options Percentage a. Comparatively more than Vodafone 30% b. Same as Vodafone 40% c. Comparatively less than Vodafone 30% Graph No. – 15INTERPRETATION:- As the graph show that 30% respondents say comparatively more than Vodafone,40% respondents say Same as Vodafone, and remaining 30% respondents saycomparatively less than Vodafone. 64
  • 65. D. The coverage area of Idea Cellular is Table No. – 16 S. No. Options Percentage a. More effective than Vodafone 20% b. Same as Vodafone 60% c. Less effective than Vodafone 20% Graph No. – 16INTERPRETATION:- As the graph show that 20% respondents say more effective than Vodafone, 60%respondents say same as Vodafone, and remaining 20% respondents say less effective thanVodafone. 65
  • 66. E. The after sale maintenance of services of Idea Cellular is Table No. – 17 S. No. Options Percentage a. Faster than Vodafone 10% b. Same as Vodafone 40% c. Slower then Vodafone 50% Graph No. – 17INTERPRETATION:- As the graph show that 10% respondents say faster than Vodafone, 40% respondentssay same as Vodafone, and remaining 50% respondents say slower then Vodafone. 66
  • 67. F. The promotional strategies of services of Idea Cellular is Table No. – 18 S. No. Options Percentage a. More attractive than Vodafone 30% b. Same as Vodafone 30% c. Less attractive than Vodafone 40% Graph No. – 18INTERPRETATION:- As the graph show that 30% respondents say more attractive than Vodafone, 30%respondents say same as Vodafone, and remaining 40% respondents say less attractive thenVodafone. 67
  • 68. H. In your view, the satisfaction level of customer in respects to quality of services of IdeaCellular is Table No. – 19 S. No. Options Percentage a. More than Vodafone 20% b. Same as Vodafone 40% c. Less than Vodafone 40% Graph No. – 19INTERPRETATION:- As the graph show that 20% respondents say more than Vodafone, 40% respondentssay same as Vodafone, and remaining 40% respondents say less then Vodafone. 68
  • 69. I. The feedback procedure of Idea Cellular is Table No. – 20 S. No. Options Percentage a. Faster than Vodafone 30% b. Same as Vodafone 30% c. Slower then Vodafone 40% Graph No. – 20INTERPRETATION:- As the graph show that 30% respondents say faster than Vodafone, 30% respondentssay same as Vodafone, and remaining 40% respondents say slower then Vodafone. 69
  • 70. Q.14. Do you think that sale quality in services becomes the essential and important part inmarketing of products? Table No. – 21 S. No. Options Percentage a. Yes 90% b. No 5% c. May be 5% Graph No. – 21INTERPRETATION:- As the graph show that 90% respondents say yes, 5% respondents say no andremaining 5% respondents say no. 70
  • 71. Chapter – 6 71
  • 72. FINDINGS, CONCLUSION AND SUGGESTIONSFindingsü Maximum numbers of respondents are using the mobile services of BSNL followed by Idea and Vodafone.ü Maximum numbers of respondents are using their mobile services since 2 years.ü Maximum numbers of respondent are using prepaid plan.ü In pre-paid service, rent charge is the most preferable advantage.ü In post-paid service, pulse rate is the most preferable advantage.ü Most of the respondents are fully satisfied in respect to the services of Mobile companies.ü Almost all the respondents believe that they pay at par performance and quality of services.ü Maximum numbers of respondents are aware all the promotional strategies offered by the company.ü The one is the most effective sale promotion tools and technique is free offers.ü Almost all the respondents think that sales promotion is normally used for short term sales achievements of products.ü Sales promotional activities always increase the sale of products.ü The marketing mix variable of Idea Cellular Ltd. is more effective is product range.Findings of comparative analysis of Idea with Vodafone in respect to various factorsü The service of Idea cellular Ltd. is more as well as same effective than Vodafone.ü The marketing strategy of Idea Cellular is same as Vodafoneü The prices of services of Idea Cellular is same as Vodafoneü The coverage area of Idea Cellular is same as Vodafone.ü The after sale maintenance of services of Idea Cellular is Slower then Vodafone.ü The promotional strategy of services of Idea Cellular is less attractive than Vodafone.ü In your view, the satisfaction level of customer in respects to quality of services of Idea Cellular is same as Vodafone.ü The feedback procedure of Idea Cellular is same and slower then Vodafone.ü Almost all the respondents think that sale quality in services becomes the essential and important part in marketing of produ 72
  • 73. CONCLUSION This project reports is based on survey to study the comparative analysis of customerpreference and their satisfaction level of mobile subscribers with special reference to IdeaCellular with Vodofone in Moradabad city. Customer Service and Innovation are the driversof this Cellular Brand. A brand known for many firsts, Idea was the first to launch GPRSand EDGE in the country. Idea has received international recognition for its path-breakinginnovations when it won the GSM Association Award for "Best Billing and Customer CareSolution" for 2 consecutive years. IDEA Cellular is a leading GSM mobile service operatorwith pan India licenses. With a customer base of over 40 million in 15 service areas,operations are soon expected to start in Orissa and Tamil Nadu-the first steps in providingpan India services covering over 90% of Indias telephony potential. A frontrunner inintroducing revolutionary tariff plans, IDEA Cellular has the distinction of offering the mostcustomer friendly and competitive Pre Paid offerings, for the first time in India in anincreasingly segmented market. Vodafone is the worlds largest mobile telecommunications company measured byrevenues and the worlds second-largest measured by subscribers (behind China Mobile),with around 341 million proportionate subscribers as of November 2010. It operatesnetworks in over 30 countries and has partner networks in over 40 additional countries. Itowns 45% of Verizon Wireless, the largest mobile telecommunications company in theUnited States measured by subscribers. The name Vodafone comes from voice data fone,chosen by the company to "reflect the provision of voice and data services over mobilephones". The main concluding points of this project reports are as follows –ü BSNL have more market share than Idea and Vodafone.ü Prepaid Plan is more preferable than Post Paid plan.ü In pre-paid service, rent charge is the most preferable advantage and in post-paid service, pulse rate is the most preferable advantage.ü The mobile services subscribers are fully satisfied in respect to the services of Mobile companies and believe that they pay at par performance and quality of services.ü The mobile services subscribers are aware all the promotional strategies offered by the company and the most effective sale promotion tools and technique is free offers.ü Sales promotional activities always increase the sale of products and the marketing mix variable of Idea Cellular Ltd. is more effective is product range. 73
  • 74. ü The factors which are more effective in Idea in comparison to Vodafone are service, the marketing strategy, prices of services, coverage area and quality of services.ü The factors which are more effective in Vodafone in comparison to Idea are after sale maintenance of services, promotional strategy, the satisfaction level of customer and feedback procedure.ü The sale quality in services becomes the essential and important part in marketing of products. 74
  • 75. RECOMMENDATIONSØ All Telecom Companies are not covering the rural area. So the subscribers of the rural area are lacking the services of these companies.Ø The quality of services should be improved.Ø WLL facilities should be provides by Telecom companies.Ø Roaming facility is so costly in both companies. So the rate should be competitive as others companies. 75
  • 76. LIMITATIONS OF PROJECT WORKØ Difficulty to find secondary data that exactly the needs of some specific research investigation.Ø Relevance: The data may not fit into the needs of investigation. There may be difference in the units of measurement, there may be surrogated data, discrepancy of class & data may pertain to some other period of time.Ø Accuracy: It is observed that it is rather difficult to measure the degree of approximation used in the collection of information as well as the competence of the investigator in motivating the persons to supply the desired information.Ø Difficulties in the identification of the source.Ø Error may be there in recording or transferring information from secondary sources.Ø The facilities or capabilities of the agency that originally collected the data might be questionable. 76
  • 77. BIBLIOGRAPHYü Kotler, Philip, Marketing Management: Analysis, Planning, Interpretation and Control, Prentice-Hall of India Pvt. Ltd., New Delhi.ü Boyd, Harper, H., The Concept of the Marketing Mix, Journal of Advertising Research.ü Drucker, Peter, F., Management: Task, Responsibilities, Practices, Harper & Raw, New York.Weblinks:www.ideacellular.comwww.vodafone.com 77
  • 78. QUESTIONNAIREQ.1. Which company’s telecom services, are you using? a. Idea b. Vodafone c. BSNL d. Airtel e. OthersQ.2. How much time, are you are you that services? a. 1 year b. 2 years c. 3 years d. More than 3 yearsQ.3. Which types of plan are you using? a. Prepaid Plan b. Post Paid Plan c. BothQ-4. In pre-paid service which type of the advantage will you prefer? a. Rent Charge b. Recharge c. Pulse Rate d. Roaming e. Voice Mail Service f. SMS ServicesQ-5. In post-paid service which type of the advantage will you prefer? a. Rent Charge b. Pulse Rate c. Roaming d. Voice Mail Service e. SMS ServicesQ.6. As per your experience, what is your feedback in respect to the services of Mobilecompanies? a. Fully satisfied b. Satisfied c. Partial satisfied d. Not satisfiedQ.7. Do you customer pays at par performance and quality of services? a. Yes b. No c. No ResponseQ.8. Are you aware all the promotional strategies offered by the company? a. Yes b. No c. May beQ.9. As per your view, which one is the most effective sale promotion tools and techniques? a. Free offers b. Price offers c. Installment offers d. Contests e. CouponsQ.10. Do you think that sales promotion is normally used for short term sales achievementsof products? a. Yes b. No c. May beQ.11. Does sales promotional activities always increase the sale of products? a. Yes b. No c. May be 78
  • 79. Q.12. Which marketing mix variables of Idea Cellular Ltd. is more effective? a. Product range b. Prices of product c. Distribution channel d. Promotional strategiesQ.13. Comparative analysis of Idea with Vodafone in respect to various factors?A. The service of Idea cellular Ltd. is a. More effective than Vodafone b. Same as Vodafone c. Less effective than VodafoneB. The marketing strategy of Idea Cellular is a. More effective than Vodafone b. Same as Vodafone c. Less effective than VodafoneC. The prices of services of Idea Cellular is a. Comparatively more than Vodafone b. Same as Vodafone c. Comparatively less than VodafoneD. The coverage area of Idea Cellular is a. More effective than Vodafone b. Same as Vodafone c. Less effective than VodafoneE. The after sale maintenance of services of Idea Cellular is a. Faster than Vodafone b. Same as Vodafone c. Slower then VodafoneF. The promotional strategies of services of Idea Cellular is a. More attractive than Vodafone b. Same as Vodafone c. Less attractive VodafoneH. In your view, the satisfaction level of customer in respects to quality of services of IdeaCellular is a. More than Vodafone b. Same as Vodafone c. Less than Vodafone 79
  • 80. I. The feedback procedure of Idea Cellular is a. Faster than Vodafone b. Same as Vodafone c. Slower then VodafoneQ.14. Do you think that sale quality in services becomes the essential and important part inmarketing of products? a. Yes b. No c. May be PERSONAL PROFILENAME:…………………………………………………………………………………..AGE……………………………………………………………………………………..ADDRESS……………………………………………………………………………… 80