1 | P a g e                     TERM PAPER ON   Consumer Perception towards Personal Selling Strategy
2 | P a g e                                    Term Paper on     Consumer Perception towards Personal Selling Strategy    ...
3 | P a g e   Letter of SubmissionDecember 1, 2010Md. Mahmud Zubayer Asst. Professor Department of Business Administration...
4 | P a g e   Acknowledgement    At first, we would like to thank Almighty Allah for giving me the abilities to prepare th...
5 | P a g e   Table of Contents Acknowledgement .............................................................................
6 | P a g e   Executive Summery   Personal selling refers to the presentation of goods and services before the customers a...
7 | P a g e   INTRODUCTION CityCell was first introduced in 1994 as a brand name under Pacific Bangladesh TelecomLimited (...
8 | P a g e   the intention to make a sale The most important thing in personal selling is to build up a strongcustomer- c...
9 | P a g e   METHODOLOGY: We tried to make our report authentic so we focused on primary and secondary resources. Weprepa...
10 | P a g e   LIMITATIONS       We tried our best to make our term paper informative and effective but we had somelimitat...
11 | P a g e                Consumer perception towards General Personal Selling:  When we want to buy something we usuall...
12 | P a g e   Personal selling means:1. The presentation of products and associated persuasive communication to potential...
13 | P a g e         We have also done a small survey through 6 questions over 40 people about some basic   issues of Pers...
14 | P a g e                a. Service based. Out of 40 people 4 people (10%)             b. Product based. Out of 40 peop...
15 | P a g e                                                  Consumer perceptions Towards Company’s P.S strategies:      ...
16 | P a g e        We have also done a small survey through 7 questions over 40 people. The survey is     given below: Co...
17 | P a g e       City cell Zoom gives high emphasize on personal                               selling as a part of sell...
18 | P a g e                                                         SMS                6%                                ...
19 | P a g e   SWOT ANALYSIS                                                           Strength                           ...
20 | P a g e   RECOMMENDATION         The main purpose of this term paper was to analyze to what extent the theory of     ...
21 | P a g e   CONCLUSION  Promotion through personal selling is an essential component to determine organizationalsuccess...
22 | P a g e   Sources: http://www.citycell.comhttp://tutor2u.net/business/presentations/marketing/personalselling/default...
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  1. 1. 1 | P a g e    TERM PAPER ON Consumer Perception towards Personal Selling Strategy
  2. 2. 2 | P a g e    Term Paper on Consumer Perception towards Personal Selling Strategy Prepared for   Mahmud Zubayer  Assistant Professor  Department of Business Administration  East West University  Prepared By Jubaer Hossain 2010-2-10-007 Mahamuda Islam Luipa 2008-3-10-081 Maliha Shafiq 2007-3-10-069 Israt Azim 2007-3-10-052 MKT 201: MARKETING MANAGEMENT Section: 2 East West University Date of Submission: December 5, 2010
  3. 3. 3 | P a g e   Letter of SubmissionDecember 1, 2010Md. Mahmud Zubayer Asst. Professor Department of Business AdministrationEast West University43, Mohakhali C/A, DhakaSubject: Submission of the report titled “Consumer Perceptions toward Personal SellingStrategy for Citycellzoom.”Dear SirIt is an honor and immense pleasure for us to submit our Term paper on consumerPerception towards Personal selling in City cell Zoom Internet. This report was assignedto us as compulsory requirement of the course Marketing Management (MKT 201)During the process of preparing this report, we had the chance of experiencing andrediscovering our potential. This assignment gave us an opportunity to apply ourtheoretical knowledge, ideas and communication skills, which will help us in our futureprofessional career.Thank you for giving us this opportunity and we look forward to receive your cordialapproval of our submission.Sincerely yours,------------------------------- ……………………………..Jubaer Hossain Mahamuda Islam Luipa………………………… ……………………..Maliha Shafiq Israt Azim   
  4. 4. 4 | P a g e   Acknowledgement    At first, we would like to thank Almighty Allah for giving me the abilities to prepare thisterm paper. We would like to thank our course instructor Mahmud Zubayer for assigningus to prepare this term paper on consumer Perception towards Personal selling of CitycellZoom. We would also like to give thank Muhammad Anowar Hussain patwary T.A ofMahmud Zubayer for his friendly assistant. We are extremely inspired to see ourinstructor having faith on us. We would like to thank our group members whosecontribution made this term paper complete. Besides, we would again like to thank ourgroup members for performing their task accurately and for exhibiting team workingability.We would like to convey our special gratitude to the respondents who had given us theirvaluable time and helped us to conduct the survey.
  5. 5. 5 | P a g e   Table of Contents Acknowledgement ........................................................................................................................................ 4 Executive Summery  ...................................................................................................................................... 6  .INTRODUCTION ............................................................................................................................................. 7 METHODOLOGY: ........................................................................................................................................... 9  Primary sources  ........................................................................................................................................ 9  . Secondary sources: ................................................................................................................................... 9 LIMITATIONS ............................................................................................................................................... 10 Consumer perception towards General Personal Selling: .......................................................................... 11 Consumer perceptions Towards Company’s P.S strategies: ....................................................................... 15 Future Growth of the P.S. strategy of the company ................................................................................... 18 RECOMMENDATION ................................................................................................................................... 20 CONCLUSION ............................................................................................................................................... 21 Sources: ....................................................................................................................................................... 22     
  6. 6. 6 | P a g e   Executive Summery   Personal selling refers to the presentation of goods and services before the customers andconvincing or persuading them to buy the products or services. Personal Selling isextremely important as it helps in increasing sales. It creates demand for products bothnew as well as existing ones. It creates new customers and, thus helps in expanding themarket for the product. It leads to product improvement. While selling personally theseller gets acquainted with the Choice and demands of customers and makes suggestionsaccordingly to the manufacturer. As a pioneer internet provider of Bangladesh,CitycellZoom gives high emphasize on personal selling as an important part of theirpromotion mix. In our term paper you are going to focus on personal selling strategy ofCitycellzoom and how Citycellzoom consider its personal selling strategy.
  7. 7. 7 | P a g e   INTRODUCTION CityCell was first introduced in 1994 as a brand name under Pacific Bangladesh TelecomLimited (PBTL). CityCell provides wireless telecom or mobile phone products/services to publicand corporations and is the only Code Division Multiple Access operator in Bangladesh.CityCell’s aim is to satisfy customers by providing their needs developing innovative andcreative ideas for communicating. They are a customer-driven organization who wants to buildand maintain a strong customer relationship with customers and ensure brand loyalty to survivein the competitive telecommunication market.The key objectives of Citycell include increasing market share, improving customer service, andusing high standards of technology to offer services, packages and deals at affordable rates.Currently, CityCell has the least subscribers of 1.67 million with a market share of 4%approximately.Citycell is consolidating its position in wireless data by launching their Zoom EV-DO(evaluation data optimize) for the broadband wireless internet service. Citycell Zoom Ultra is thenew and upgraded package from Citycell Zoom™ high-speed wireless internet service that runson state-of-the-art EV-DO technology, the evolution from CDMA 1X technology. It providesdownload speeds of up to 512 kbps, and the Zoom™ Ultra connection enables to access thishigh-speed internet by simply connecting to the laptop or desktop computer. Citycell Zoom™Ultra provides never-before internet speeds on the move, and plug-and-play service through aversatile USB interface. The high speeds facilitate a superior internet browsing experience withvideo streaming, video surveillance, and rich media content.Citycell Zoom™ Ultra data plans are designed to suit people’s specific needs. Products anddevices are available at all divisional Citycell Customer Care Centers and all sadar thana CitycellCustomer Care Points and retail outlets.Personal selling is the direct two-way communication between customer and salespersonrepresenting the company via face to face meeting, telephone or video or web-conferencing with
  8. 8. 8 | P a g e   the intention to make a sale The most important thing in personal selling is to build up a strongcustomer- company relationship.The main purpose of this term paper is to understand the personal selling that are being carriedout by CityCell to reach out to their customers. From this report, it can be evaluated that personalselling is the most efficient promotional tool for CityCell Zoom Ultra. Thus, it can be said thatthe report has the combination of both primary and secondary research.
  9. 9. 9 | P a g e   METHODOLOGY: We tried to make our report authentic so we focused on primary and secondary resources. Weprepared questioners and made survey. We took help from some secondary sources like website,journal, report etc.Primary sources  ⇒ Personal Interview of a branch employee ⇒ Personal Interview of a sales team member ⇒ Phone conversation with customer care employee ⇒ Personal Interview of an account holder(who receives facility of personal selling)Secondary sources: The secondary data were collected from the following sources. Internal newsletter of the company. Various research journals of different research organizations. Web pages. Annual reports of the company. Various books and other internal publications of the company.      
  10. 10. 10 | P a g e   LIMITATIONS       We tried our best to make our term paper informative and effective but we had somelimitation. P.S. strategy of every company is very so they were not willing to share many things with us. We were not used to do this type of survey so we had some inexperience and lack of communication with the company. As we dependent on the secondary sources, so there might be some inaccuracy with those collected information. For survey we faced different problems regarding collecting data. People are so busy that they didn’t provide us such time as we needed. Collecting information from their website was so difficult because it is complexly arranged. we had not enough time & money to make this type of cortical report.   
  11. 11. 11 | P a g e    Consumer perception towards General Personal Selling:  When we want to buy something we usually go to a concerned shop and purchase it fromthere. But, sometimes we find people bring certain goods or products and make themavailable to you at your place. For example, we find persons selling vegetables or rice bycarrying the same in a cart and moving from door to door to sell. We must have noticedpersons selling sarees, carpets, electronic items, etc. in a similar fashion. While travelingin buses or local trains you must also have seen people selling pens, toys, books, combs,etc. inside the bus or train. In cities also persons move from door to door to sell differentproducts like water purifiers, air purifiers, detergents, mosquito repellents, etc.The person who sells goods to us in this way is called a ‘salesman’ and the technique ofselling is known as ‘Personal selling’ or ‘salesmanship’. Thus, Personal selling refers tothe presentation of goods before the potential buyers and persuading them to purchase it.It involves face-to-face interaction and physical verification of the goods to be purchased.The objective is not only just to sell the product to a person but also to make him/her apermanent customer.In a defined way: “Personal selling refers to the presentation of goods and servicesbefore the customers and convincing or persuading them to buy the products orservices.”So we can understand the term “Personal Selling” is totally related with product’sbuying and selling. Personal selling is basically one important element of product’spromotion. The term “Personal selling” has a direct relation with Consumer. SoConsumer has many view and perception about it. In general Consumer think
  12. 12. 12 | P a g e   Personal selling means:1. The presentation of products and associated persuasive communication to potentialclients.2. Involves in persuasive communication.3. The aim is to match customer needs with the goods/services on offer.4. Ultimate objective: To make sale.From Consumer’s point of view:1. Personal selling provides an opportunity to the consumers to know about newproducts introduced in the market. Thus, it informs and educates the consumers aboutnew products.2. It is because of Personal selling that customers come to know about the use of newproducts in the market. The sellers demonstrate the product before the prospective buyersand explain the use and utility of the products.3. Personal selling also guides customers in selecting goods best suited to theirrequirements and tastes as it involves face-to-face communication.4. Personal selling gives an opportunity to the customers to put forward their complaintsand difficulties in using the product and get the solution immediately.In general consumer also thinks there are some skills are needed for Personal selling likeInterpersonal qualities, adaptability, self motivation, problem solving capabilities,product knowledge, customer knowledge, presentation skill, physical quality, mentalquality, integrity of character, knowledge of the product and the company, good behavior,ability to persuade.
  13. 13. 13 | P a g e     We have also done a small survey through 6 questions over 40 people about some basic issues of Personal selling. The survey is given below: Consumer Perception towards Personal Selling        1. Are you familiar with “Personal selling”? a. Yes b. No Out of 40 people 26 people (65%) said “YES” and 14 people (35%) said “NO” 2. Do you believe Personal selling is important for marketing promotion? a. Yes b. No (78%, 22%) Out of 40 people 31 people (77.5%) said “YES” and 9 people (22.5%) said “NO” 3. If you believe, why do you think it’s effective? Because……………… a. Product (Practical experience) Out of 40 people 22 people (55%) b. Information. Out of 40 people 10 people (25%) c. Simple. Out of 40 people 3 people (7.5%) d. Relationship. Out of 40 people 5 people (12.5%) 4. Mainly which kinds of company use Personal selling strategy?
  14. 14. 14 | P a g e    a. Service based. Out of 40 people 4 people (10%) b. Product based. Out of 40 people 12 people (30%) c. Both. Out of 40 people 24 people (60%)5. As a consumer what do you think, which channel is most common for Personalselling? a. Person to person, Out of 40 people 22 people (55%) b. Online, Out of 40 people 14 people (35%) c. Phone call. Out of 40 people 4 people (10%)6. Which way do you prefer most for Personal selling? a. Person to person, Out of 40 people 28 people (70%) b. Online, Out of 40 people 10 people (25%0 c. Phone call. Out of 40 people 2 people (5%) 
  15. 15. 15 | P a g e     Consumer perceptions Towards Company’s P.S strategies:   Citycell Zoom is a “Pioneer of internet service provider” in Bangladesh. Most of the  people are familiar with Citycell Zoom. In case of Citycell Zoom their Personal selling  is creating awareness and increasing selling among the consumers.    Now we are going to focus what consumer think about P.S strategies of Citycell  Zoom:  1. Consumer thinks Citycell Zoom do their Personal selling through Person to Person,  campaign, SMS, internet and phone calls.  2. Consumer thinks their target segments are student, service holder, and business  man.  3. Their salesman is not skilled enough to pursue consumer to buy their product  4. Their P.S strategies can not provide enough information about Citycell Zoom.  5. Urban people of Bangladesh are just getting some information through  Advertisement of Citycell Zoom. They are not getting Personal selling service about  it.  6. In personal selling they are giving practical experience through using Citycell  Zoom.        
  16. 16. 16 | P a g e     We have also done a small survey through 7 questions over 40 people. The survey is  given below: Consumer Perception Towards Company’s P.S Strategies     Citycellzoom Internet 1. City cell Zoom gives high emphasize on personal selling as a part of selling promotion, what do you think, they are doing it successfully, do you agree? a. Yes b. No2. To what extent do you think personal selling influences Zoom Ultra’s success? a. Highly b. Working c. Useless3. Do you think people, who involved with PS of city cell zoom are enough skilled? a. Yes         b. No,4. To what extent personal selling is important to Citycell zoom Ultra? a. High b. Moderate c. Less5. Which type of marker get priority in Zoom Ultra’s personal selling? a. Student b. Service holder c. Business man d. others6. Which channels Zoom Ultra prefer most in their personal selling? e. Campaign b. person to person c. SMS d. online7. Where Zoom Ultra is vulnerable?  
  17. 17. 17 | P a g e       City cell Zoom gives high emphasize on personal    selling as a part of selling promotion, what do you Yes  47.5% think, they are doing it successfully, do you agree?      No  52.5% To what extent do you think personal selling Highly 35% influences Zoom Ultra’s success? Working 55%   c. Useless 10%  Do you think people, who involved with PS of city Yes  40% cell zoom are enough skilled?  No  60% To what extent personal selling is important to High 37.5% Citycell zoom Ultra? Moderate, 50%   Less  12.5%  Student    50% Which type of marker get priority in Zoom Ultra’spersonal selling? Service holder  12.5%  Business man  12.5%  Others  10% Which channels Zoom Ultra prefer most in their Campaign  10% personal selling? Face to face  20% 
  18. 18. 18 | P a g e    SMS  6%  Phone  2%  Online  2%  Future Growth of the P.S. strategy of the company   Year  Salesman used Sales growth  2006  500 5.7%  2007  1200 8%  2008  1500 16.5%  2009  2270 22%  As we watch In 2006 Citycell zoom used 500 salesmen for selling their modem. As we see growth through the years of salesman is increasing. And their sales growth is also increasing. So their future growth is positive. They should keep it continue
  19. 19. 19 | P a g e   SWOT ANALYSIS    Strength Weakness   Customer comfortless time waste Privacy   Increased customer loyalty Lack of job securityINTERNAL Higher overall profitability culture Communication Less product knowledge Bridging the cultural gap Creation of new jobs Opportunity ThreatEXTERNAL ♣ Market Developments Many competitors in the  ♣ Product Developments market  ♣ Market Developments Lower paid, commission  ♣ Product Developments Employee wants to switch job  frequently ♣ Technological booming   ♣ Customer training Can hamper the brand image ♣ Technological booming ♣ Customer training
  20. 20. 20 | P a g e   RECOMMENDATION  The main purpose of this term paper was to analyze to what extent the theory of personal selling relates to the actual use of promotion for CityCell Zoom Ultra. CityCell relies on promotion to a great extent to be successful. Citycell needs to focus on identifying target audience, establishing personal selling strategies and then implementing the strategies successfully. Promotion is one of the major ways they try to attract and retain customers to gain a greater market share. In order to ensure successful promotional activity, CityCell should start investing more on personal selling and make it one of their most important tools for carrying out promotional activities. CityCell should also start adopting the proper ways of creating an effective promotional strategy for personal selling to ensure success. In this competitive telecommunication industry, it is necessary that CityCell has a sound marketing plan otherwise considering its current situation; it may soon be out of business if it does not start regaining its market share and accomplish all their key objectives and goals. Thus, CityCell needs to become innovative not only in terms of product and services by also in terms of a reliable and good promotional tactics. In order to make sales through personal selling, Citycell should improve the behavioral influences of their salespersons. At the end, Citycell should measure the effectiveness of the personal selling which is evaluated against the standards that have been set. If there are some discrepancies then the company should control it and take necessary steps for amendments.
  21. 21. 21 | P a g e   CONCLUSION  Promotion through personal selling is an essential component to determine organizationalsuccess. It helps companies make people aware of their product and provides thenecessary information to customers to purchase. Promotion allows companies to retainand attract customers. It builds customer loyalty by giving companies opportunities tobuild strong customer-relationships. It helps earn more profits through increase sales andprovides improved customer service. Citycell (Pacific Bangladesh Telecom Limited) is Bangladesh’s and South Asia’spioneering mobile communications company and the only CDMA mobile operator in thecountry. Citycell is a customer-driven organization whose mission is to deliver the latestin advanced telecommunication services to Bangladesh. The company offers a full arrayof mobile services for consumers and businesses that are focused on the unique needs ofthe Bangladeshi community. Citycell’s growth strategy is to integrate superior customerservice, highest standards of technology, a choice of packages at affordable rates andsome effective promotional activities such as personal selling. Personal selling helpCityCell connect with their customers leading to an increase in their market sharebecause it shows people that CityCell is always there for the people of BangladeshThe telecommunication industry of Bangladesh day by day is becoming highlycompetitive due to the entrance of new companies as well as the rising demands ofcustomers. In this time of rising competition, companies need to come up with newstrategies to hold onto their current market share. And CityCell is trying their level best todo the same by connecting with their valued customers by the means of extensivepromotional activities such as personal selling. 
  22. 22. 22 | P a g e   Sources: http://www.citycell.comhttp://tutor2u.net/business/presentations/marketing/personalselling/default.html http://www.answers.com/topic/personal‐selling http://sciencecareers.sciencemag.org/career_development/previous_issues/articles/0140/marketing_i_promotion_strategy_and_personal_selling_part_12_of_learnin_s_from_my_mba_series http://wiki.answers.com/Q/Disadvantages_of_personal_selling&src=ansTT  

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