Mp Telecom Research Practice 2009


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Profile of Market Pulse in the Telecom domain.

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Mp Telecom Research Practice 2009

  1. 1. Market Pulse Telecom Market Research Practice
  2. 2. An Introduction… <ul><li>Fast growing marketing research and analytics company </li></ul><ul><li>Privately held, headquartered in Delhi, India with a pan-India coverage and international survey capabilities </li></ul><ul><li>Recognized for pioneering work in market assessment of new </li></ul><ul><li>technologies, products, & services and distribution research. </li></ul><ul><li>A strong management team with hands-on experience in market research </li></ul><ul><li>Portfolio of proprietary research frameworks to enable fast time to market, </li></ul><ul><li>cost savings and reliable market information </li></ul><ul><li>High level of customer retention > 90% </li></ul>
  3. 3. Market Pulse has a Robust Telecom Practice <ul><li>Deep knowledge of the mobile consumer and market dynamic. </li></ul><ul><li>Extensive experience in mobile telephony, mobile handsets, broadband </li></ul><ul><li>Internet service, retailing and telecom equipment </li></ul><ul><li>Our distribution performance tracking is used by 4 of the 6 leading mobile </li></ul><ul><li>service companies in India. </li></ul><ul><li>Our research report - Emerging Consumer Preferences in Mobile Service, </li></ul><ul><li>is the single largest one in addition to being the most authentic. </li></ul><ul><li>Market Pulse works with Telecom Regulatory Authority of India to assess </li></ul><ul><li>Quality of Service of telecom service providers in India </li></ul>
  4. 4. Our Clients Include Telecom Leaders Datacom
  5. 5. Other Clients Include Leading Brands
  6. 6. We Offer a Full Service Spectrum Market Assessments New Product Research Price Sensitivity Modelling Brand Research Retail Audits Customer Satisfaction Measurement
  7. 7. Extensive Experience in Retail Audits <ul><li>Market Pulse has over 7 years of experience in telecom retail audit research in India. </li></ul><ul><li>We have broken new ground often with new offerings. </li></ul><ul><li>Our research studies cover over 10000 telecom outlets across 220 towns, every month. </li></ul><ul><li>We offer both syndicated research reports as well as customized solutions to our clients. </li></ul>Market Pulse Audits - Prepaid mobile telephony - Vehicle lubricants - Mattresses - Lighting products - Wiring accessories - Cement
  8. 8. Our Retail Audits are Accurate & Reliable <ul><li>We have pioneered distributor level audits for greater actionable value. </li></ul><ul><li>Our audits are extensive, as they cover high growth markets such as city outskirts and all town tiers. </li></ul><ul><li>Our sampling methodology and reliable field operations result in true to universe and homogenous trends. </li></ul><ul><li>All trends and spikes in gross additions are explained to the distributor level, even with samples of 30 MBOs. </li></ul><ul><li>Our sample based results have been validated by census operations on 4 occasions. </li></ul><ul><li>Our client relationships are enduring because the retail audits are accurate, credible and provide immense value. Both TTML and Spice/ Idea have stayed with Market Pulse for more than 4 and 7 years, respectively. </li></ul>
  9. 9. We Have a Suite of Incisive Research Tools shareTRACK Robust framework for tracking retail performance serveTRACK Customized brand tracking for services mpEVOLUTION Demand forecasting for data sparse environments mPOTENTIOMETER Robust research tool for new product development CSmeter Comprehensive satisfaction measurement framework PROMOmeter Unique tool for measuring impact of promotions
  10. 10. Market Pulse Retail Audit is an Integral Part of the Sales Planning Process Leading mobile service players have commissioned our firm to conduct a monthly retail survey to track retail performance in the pre-paid mobile SIMs market. Research Design: Stock audit & survey among a panel of 10,000 retailers in 220 towns. <ul><li>Market Pulse research reports provide strategic value… </li></ul><ul><li>Track marketing/ sales effectiveness </li></ul><ul><li>Monitor distributor performance and service levels, in an unbiased manner </li></ul><ul><li>Track trade practices through a trade intelligence mechanism </li></ul><ul><li>Track in-shop merchandising activity. </li></ul><ul><li>Monitor relative popularity of different handsets and bundled offers </li></ul>
  11. 11. Market Pulse Brand Research Provides Important Inputs for Marketing Strategy A Leading Internet Service Provider has commissioned Market Pulse to carry out a quarterly research to track the performance of their Broadband Internet Service brand. Research Design: Primary survey among a sample of 1200 households and businesses (both users and intenders) across India. <ul><li>Market Pulse research provides cues for increasing brand competitiveness… </li></ul><ul><li>Tracks brand salience and predisposition among intenders </li></ul><ul><li>Measures strength of word-of-mouth (an important influencer of brand choice) </li></ul><ul><li>Tracks brand loyalty </li></ul><ul><li>Gauges impact of advertising and below the line promotions </li></ul><ul><li>Tracks consumer behaviour </li></ul>
  12. 12. Market Pulse Consumer Insight Helps Evolve Business Strategy Market Pulse has launched the single largest consumer research report in the mobile domain - mpMOBILE , to track emerging subscriber profile, their preferences and churn patterns. Research Design: A sample of more than 9500 new mobile subscribers are being interviewed every quarter, across 60 cities in 19 telecom circles in India. <ul><li>Market Pulse research report has become the most authentic input for any marketing strategy for prepaid mobile connections… </li></ul><ul><li>Segments the entire base of new subscribers </li></ul><ul><li>Pinpoints the preferred mix of features and price - handsets, SIMs & recharge </li></ul><ul><li>Identifies emerging Value Added Services usage </li></ul><ul><li>Discovers churn patterns and switching triggers, thus, helping develop customer retention strategies </li></ul>
  13. 13. Market Pulse Satisfaction Measurement Helps Enhance Customer Experience Telecom Regulatory Authority of India has commissioned Market Pulse to benchmark the service of mobile, broadband & fixed line service providers, in the Western Region. Research Design: Structured face-to-face, telephonic and Web-based interviews with a sample of more than 50,000 customers in 4 circles of Western India. The sample has been stratified to include prepaid & postpaid customers, as well as different socio-economic segments. <ul><li>Market Pulse research is providing improvement cues for quality of service … </li></ul><ul><li>Cellular mobile network reliability & Internet access speed </li></ul><ul><li>Service billing </li></ul><ul><li>Fault repair </li></ul><ul><li>Customer care management </li></ul><ul><li>Grievance redressal mechanism </li></ul>
  14. 14. Market Pulse Service Audits Help Strengthen Delivery A leading mobile service operator commissioned Market Pulse to benchmark the service at their exclusive company owned/ franchised showrooms, against that of key competitors. Research Design: Structured mystery audits by trained Market Pulse shoppers across 12 circles, involving more than 30 towns. Mystery audits were carried out with the help of 2 visits to each store. <ul><li>Market Pulse research is providing store level metrics and improvement cues for quality of service relating to… </li></ul><ul><li>Retail store tangibles </li></ul><ul><li>Staff responsiveness & service </li></ul><ul><li>Staff empathy </li></ul>
  15. 15. Market Pulse Operations & Infrastructure <ul><li>National presence in India through field offices in 16 Indian cities. </li></ul><ul><li>Research & analysis team of 15 professionals, with an average market research experience of 5 years </li></ul><ul><li>A trained tele-survey team of 20 executives </li></ul><ul><li>An experienced operations team with an average of 7 years of experience </li></ul><ul><li>Regular internal audits of operations team </li></ul><ul><li>Zero tolerance quality management system for data collection, processing and analysis </li></ul><ul><li>In-house Internet survey capabilities </li></ul><ul><li>Centralized data processing and analysis facility in New Delhi with usage of industry standard software tools </li></ul><ul><li>Strong IT infrastructure including servers, multiple data storage & retrieval systems ensure efficient information management. </li></ul><ul><li>Rigorous internal systems ensure data security. </li></ul><ul><li>Well defined systems for quick turn-around and adherence to deadlines. </li></ul>
  16. 16. Our Quality Processes are Rigorous <ul><li>Scientific sampling methods are </li></ul><ul><li>employed and followed diligently. </li></ul><ul><li>Translations are checked </li></ul><ul><li>thoroughly. </li></ul><ul><li>Each questionnaire is passed </li></ul><ul><li>through a pilot test. </li></ul><ul><li>Each interviewers goes through a </li></ul><ul><li>drill of mock & accompanied calls </li></ul><ul><li>100% Scrutiny and 35% back-check </li></ul><ul><li>with supporting evidence </li></ul><ul><li>Data entry is checked and </li></ul><ul><li>outliers identified </li></ul><ul><li>Consistency & logical checks are </li></ul><ul><li>conducted </li></ul><ul><li>Market Pulse follows a zero tolerance quality process </li></ul><ul><li>Questionnaire is finally approved by the client service director/ CEO </li></ul><ul><li>Random internal audit is conducted </li></ul><ul><li>every month by management </li></ul><ul><li>Data analysis results are reviewed by client service director/ CEO </li></ul><ul><li>Final report is reviewed by CEO </li></ul>
  17. 17. Management Team Ejaz Hoda, Founder & CEO: A Graduate of IIT, Delhi and a post-graduate from IIM, Bangalore, has over 18 years of experience in the area of marketing research. Specializes in retail audit and research, consumer research and market entry strategy. Has pioneered new research tools such as mpEVOLUTION, mPOTENTIOMETER and promoMETER , has co-authored i Consumer , a comprehensive research publication on Indian consumer markets and has worked on assignments for TATA TeleServices, Spice Telecom, Frito Lay, Hyundai Motor, Nokia and Nestle India. Makarand Chaurey, Principal : A Graduate of IIT, Kanpur and a post-graduate from IIM, Ahmedabad, has over 19 years of experience in the area of marketing strategy, marketing research, finance and venture funding. Specializes in marketing strategy and business to business research. Has co-authored i Consumer and has worked on assignments for Asia-Pacific Communication Associates (APCA), Everest Industries Ltd., Honda Siel Cars Ltd., Baring Private Equity and Baxter (India). Pankaj Agarwal , Director : A Graduate of IIT, Roorkee and a post-graduate from IIM, Bangalore, has joined our Board of Directors as a strategic investor. Has over 17 years of rich experience in the area of sales and marketing in information technology (in India, North America and Europe) and currently also serves as CEO of Sopra India. Pankaj, currently based in Vancouver, Canada, has been a recipient of a “40 under 40” award by Business in Vancouver, a leading Canadian business publication.
  18. 18. Every successful business has leveraged incisive market insights & out-of-the-box thinking. Market Pulse has built enduring partnerships with such businesses. Give us a call to join this exclusive club… This is a confidential document and is intended for the recipient only. All research frameworks are proprietary tools developed by Market Pulse (A division of Metrix Research & Analytics Pvt. Ltd.) All correspondence must be marked to: Ejaz Hoda, Chief Executive Officer MARKET PULSE C 11, Sector VI, Noida – 201 301 (A suburb of Delhi) Ph: 0120 – 407 6500/ 407 8500 Fax: 0120 – 454 1157 E-mail: ejazhoda@