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Telecom market research

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Telecom market research

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A Market Research on Vodafone India in the cuddalore district on understanding the motivational factors for the retailers and customer buying behavior for Vodafone India in TN-Circle.

A Market Research on Vodafone India in the cuddalore district on understanding the motivational factors for the retailers and customer buying behavior for Vodafone India in TN-Circle.

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Telecom market research

  1. 1. “RETAILER , CUSTOMER STUDY FOR VODAFONE INDIA IN CUDDALORE DISTRICT TO IDENTIFY EXISTING GAPS AND INCREASE MARKET SHARE OF VODAFONE” By: Kulothungan Colbert DMS-Pondicherry University
  2. 2.  Vodafone is the second largest operator in India after Airtel by subscriber base. In India Vodafone have 160 million customers as of December 2013. It also ranks second in terms of volume of data consumed after Germany.  In July 2011, Vodafone group agreed terms for the buyout of its partner Essar from its Indian mobile phone business. The Vodafone paid $5.46 billion to its Indian counterpart to take Essar out of it 33% stake in Indian subsidiary. Vodafone owing 74% of the Indian business, while the other 26% will be owned by Indian investor, in compliance with Indian law.  Vodafone has invested 59,000 cores since 2007, has grown to become the third largest market for the company globally by revenue. In 2007, India was at No. 10 or 11. Today it is third largest market for us by revenue after Germany and UK.
  3. 3. Projects Undertaken Key Drivers Methodology. Findings & Analysis Recommendations.
  4. 4.  Cuddalore is bounded on the north by Viluppuram District, on the east by the Bay of Bengal, on the south by Nagapattinam District, and on the west by Perambalur District. Some Important Parameters:  Population (2011)  Total 2,600,880  Density 702/km2 (1,820/sq mi)  Urban 14.45%
  5. 5. Project Drivers: Brand perceptio n exposu re Atten tion memory Interp retati on
  6. 6. Stratified Sampling for initial Sample Further Sampling through Convenience Sampling Sample Size for retailer:70 Sample for Customer: 200 • Stratified Sample •Convenience Sampling Exploratory
  7. 7. Retailer research:  Mapping existing prepaid & postpaid infrastructure of competition vis-à-vis Vodafone  Most preferred operator among retailers for doing business & the reasons for the same  Rating of products & process of 121 vis-à-vis competition  Avenues of retailer earnings for competition vis-à-vis Vodafone  Information on special products operated by competition for specific counters/geography  Service levels of all operators ( Product availability, DSE visits, employee visits, retailer meets etc)  Suggestions on building retailer intelligence in differentiating Vodafone compared to competition
  8. 8. Customer research:  Identifying potential niche market segments to extract new acquisitions  Observations related to standard buying trends of the geography  Preferred operator among customers & the reasons for the same  Factors determining customers purchase decision  % of dual SIM customers in the sample. Primary & secondary SIM of dual SIM users & the reason for choosing the secondary SIM  Usage behavior in primary & secondary SIM  Suggestions on improving Vodafone’s perception in your market through products, process, MARCOM, channel
  9. 9.  This survey was conducted among 70 retailers belonging to Manjakuppam , Vellaigate ,Pudhupalayam , Devenampatiinam , Semmankuppam ,Semmandalam ,Silver Beach , Vannarapalayam , Collector Office road ,KaramaniKuppam , Kumaramangalam , Gondur , Chavadi , Woodlands ,Cuddalore Bus stand and Cuddalore NT belonging to Cuddalore District .  The aim of this survey is to understand retailer behaviour and preferences among this group .
  10. 10.  This survey was conducted among 200 customers belonging to Manjakuppam , Vellaigate ,Pudhupalayam , Devenampatiinam , Semmankuppam ,Semmandalam ,Silver Beach , Vannarapalayam , Collector Office road ,KaramaniKuppam , Kumaramangalam , Gondur , Chavadi , Woodlands ,Cuddalore Bus stand and Cuddalore NT belonging to Cuddalore District .  The aim of this survey is to understand customer perception and preferences among this group .
  11. 11. 71 51 34 44 Aircel Airtel Vodafone Others
  12. 12. 120 100 80 60 40 20 0 Tariff Service My friends use it Past Experience
  13. 13. 100 0 Aircel Airtel Vodafone Idea DocomNoot Applicable What is your reason for choosing that operator ? 38 54 21 6 Network Call Tariff Internet Product
  14. 14. 50 45 40 35 30 25 20 15 10 5 0 Telecom shops Kirana Shops
  15. 15. 122 Idea SMS/Roaming 0 1 2 3 4 5 121 Vodafone 122 Airtel 150 Aircel Booster Data Full Talk time earning Total Retailer earnings
  16. 16. What is your secondary SIM ? Aircel Airtel Vodafone Idea Others
  17. 17. Brand Association Growth Feedback Mechanism Performance incentives Change
  18. 18. Which among the below Supports / motivations are rendered by the below Operators? SAC Retailer Recognition as special outlets Special Branding Additional Margin Distributor Credit Gifts and Tours Aircel Y N N Y Y Y Airtel N Y Y Y N N VodafoneN N Y Y N N Idea Y Y Y Y Y Y Others Y N N N N N
  19. 19.  Activations Issues: ◦ There were many instances of faster activations done by competitors, especially Aircel and Idea in the territory. ◦ Operational problems in rejection messages not being sent to alternate number. ◦ Competitors ‘adjusting’ the CAF documents, many instances of our rejected documents being accepted by competitors.
  20. 20. Higher rates in Bonus Cards ◦ Competitors such as Idea, Aircel, Airtel and Docomo offer lower FTT. Problems with the Distributor : ◦ 27.7 % retailers had Issues with Current/Previous Distributors ◦ Stock availability ◦ Promotions
  21. 21.  Based on the data, findings and my analysis I suggest the following findings to improve retailer’s involvement  Quarterly retailer Recognition awards  Special recognition for retailers doing 15 days activations per month  Expand Width of distribution with introduction of offers for niche segments such as migration customers.  Provide One Time Activating Bonus to Rural retailers  Increase True Activating Outlet base  Improving the feedback mechanism and involve in active issue resolution  Recognize retailer efforts and provide token appreciations in Vodafone Santhippu so that they feel like they are contributing to a cause.  Visibility is very low because of Predators / Competitors (Airtel & Aircel ) have better merchandize in terms of quality and quantity. Our focus should be on making sure the customer/potential customer recognizes our brand.
  22. 22. Brand Recongnition Instant Activation Product fit Focus on Dual Sim users Localized Offers
  23. 23. Why do prefer that network 120 100 80 60 40 20 0 Tariff Service My friends use it Past Experience
  24. 24. Who/What influences your Purchase Decision Friends Availability Advertisements Past Experience
  25. 25.  Based on the data, findings and my analysis I suggest the following findings to improve customer involvement  Anybody who expects quality does prefer Vodafone, However it’s packs and offers are not in sync with customer sentiments.  It has been observed that a number of dual SIM users use Vodafone SIM for network coverage and data services. By introducing competitive talk time packs ,We can bring in newer dual SIM users leveraging the above points  The perception is that total Cost of Ownership is higher for Vodafone which is deterring students and labor class which forms a majority in Cuddalore .  Regionalized ads : This is something which has an instant connect with the customer , Our ads are Pan India which doesn’t ring a bill with the Cuddalore customer.  I observed that attrition rate is very low among Vodafone users. By providing one time attractive offers, we will be able to bring in customers who will stay with Vodafone because of its superior service and network  Visibility is very low because of Predators / Competitors (Airtel & Aircel) have better merchandize in terms of quality and quantity. Our focus should be on making sure the customer/potential customer recognizes our brand.  Focus on targeting Self help groups / Niche markets through Mpaisa .Being a first mover in this area will have its own fruits in the long run.
  26. 26. THANK YOU!!!

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