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TITLE
To Evaluate the Effectiveness of Brand Image and Sales Promotion of TATA Indicom in
Belgaum City
RESEARCH OBJECTIVES
To study the Telecom Industry
To measure retailers response towards TATA Indicom
To know the Brand Positioning of TATA Indicom in the minds of retailers
To find out the important factor that retailers attach for a cell service
To know the type of sales promotion that retailers most prefer
SAMPLING TECHNIQUES
Population: Retailers situated in Belgaum City
Sample Size: 100 Retailers
Sample Area: Belgaum City
Sampling Method: Convenience Sampling
QUESTIONNAIRE
BABASAB PATIL
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: __________________________________________________
Name of Retailers
: __________________________________________________
Address
: __________________________________________________
Phone Number
: __________________________________________________
Exclusive outlet
Sub dealers
1 Year to 2 Years
2 Years to 3 Years
Airtel
Spice
TATA Indicom
BSNL
Reliance
4. What comes to your mind, when you hear the word TATA Indicom
Factor
Tick ( )
Brand Image
Availability
Coverage
BABASAB PATIL
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Highly
Satisfied
Neutral
Dissatisfied
Satisfied
Highly
Dissatisfied
Vodafone
Airtel
Spice
Reliance
TATA Indicom
BSNL
6. What kind of benefits do you receive from the company by the way of Sales
Promotion
Discounts
Schemes
Coupons
Offers
Tour Offers
Slab offers
8. According to you which is the best advertising media for cell service provider?
TV Ads
Newspapers
Wall Painting
Hoardings
BABASAB PATIL
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High
Medium Low
Network
Availability
Brand Name
Price
Coverage
10. Please feel free to suggest to the company
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
THANK YOU FOR YOUR CO-OPERATION
BABASAB PATIL
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BABASAB PATIL
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INDEX
SI No.
1
2
3
4
5
6
7
8
9
10
11
12
13
BABASAB PATIL
PARTICULAR
Executive Summary
Company Profile
Introduction To TATA Group
TATA Teleservices (TTSL)
Telecom Industry in India
Market Status
Introduction To Topic
Research Methodology
Data Collection
Analysis
Findings
Suggestions
Conclusion
Page No
1-6
7-8
9-10
11-12
13-14
15-17
18-21
22-24
25-26
27-56
57-58
59
60
Page 6
INDEX
SI No.
1
2
3
4
5
6
7
8
9
10
11
12
13
BABASAB PATIL
PARTICULAR
Executive Summary
Company Profile
Introduction To TATA Group
TATA Teleservices (TTSL)
Telecom Industry in India
Market Status
Introduction To Topic
Research Methodology
Data Collection
Analysis
Findings
Suggestions
Conclusion
Page No
1-6
7-8
9-10
11-12
13-14
15-17
18-21
22-24
25-26
27-56
57-58
59
60
Page 7
BABASAB PATIL
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EXECUTIVE SUMMARY
In todays competitive environment most of the organizations are aiming
at building powerful Brand apart from providing the products at a
competitive price, value added services and with best of the quality to
their customer. They are using promotional inputs as a tool to create
awareness, to inform and attract targeted customer with an objective to
maximize the sales of products and services.
Retailers and distributors play key role in building powerful brand and
achieving promotional objectives by forming an important link between
service provider and ultimate customer. Until and unless an organization
reviews its image in market and the effectiveness of sales promotional
inputs by focusing on each retailer and customers view carefully at
regular time intervals it becomes difficult to design ways to go ahead in
more strategic manner by beating its counterparts.
BABASAB PATIL
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SELECTION OF SAMPLE
HYPOTHESES
H0: More or equal to 50% of the retailers are Satisfied with TATA Indicom
H1: Less than 50% of the retailers are Satisfied with TATA Indicom
FINDINGS
Page 11
SUGGESTIONS
TATA Indicom should improve the service, specially the activation
& network so that the retailers can push the products easily in the
market.
There is a huge potential to convert the neutral retailers to satisfied
retailers by catering to their specific needs.
An effective promotional strategy has to be designed focusing more
on Hoarding and Banners to obtain the desired results. Hoarding
has only a few seconds to make the product noticeable. Hence very
few words are to be used on a billboard or hoarding.
TATA
Indicom
should
advertise
in
those
newspapers
and
Page 12
LIMITATION
The study is limited to Belgaum city only
The responses given by the retailers cannot be considered as totally
perfect because of various personal and other limitations.
As retailers views and experience include more of psychological
aspects, the survey made during a particular time period will give
information about the retailers during that particular time period.
BABASAB PATIL
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CONCLUSION
To conclude, it is very less time to study about brand image and sales
promotional strategies apart for this we need to focus on each retailers
view carefully in regular time intervals so that the best possible is
presented here, still there is a lot of scope for developing on this subject,
as excellence is not limited always.
Thus, the company should take necessary steps to satisfy the retailers by
providing them with the necessary facilities required to promote brand as
a whole.
BABASAB PATIL
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BABASAB PATIL
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based
on
tolerance,
understanding
and
mutual
cooperation.
RESPONSIBILITY: We must continue to be responsible, sensitive to the
countries, communities and environments in which we work, always
ensuring that what comes from the people goes back to the people many
times over.
BABASAB PATIL
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BABASAB PATIL
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BABASAB PATIL
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YEAR
1851
EVENTS
First Telephones in India
1943
1985
1986
1991
1994
BABASAB PATIL
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services
Cellular licenses issued for metros
Tenders for 2nd operator in basic services apart
1995
1996
TRAI formed
1998
1999
to
telecommunications
is
of
utmost
importance
for
the
Page 21
feverish
pace
in
the
past
few
years.
Indian
has
the
sixth
largest
Network
in
the
world.
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Till a few years back Indians had to wait for several years to get
even a basic telephone line. Figure 1 shows that the telecom
infrastructure in India continues to be a long way behind other
developing nations.
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Page 25
The cellular companies come with the lower tariffs and increased
coverage; there was also a consultant increase in the number of cellular
subscribers from 1.2 million subscribers in April 1999 to almost 2
million by April 2000, the number of cellular subscribes have now grown
to almost 6.5 million by the end of March 2002.
The year 2001 saw the entry of BSNL and MTNL as the 3 rd cellular
operators, in the same year cellular licenses were awarded to the 4 th
cellular operations in different telecom circles. As of march 2002, the
Indian cellular mobile industry had 42 network s on air, serving over
1400 towns and cities covering thousands of villages and servicing
almost 6.5 million subscribers across the country.
The cellular industry has been growing at a rapid rate and it is been
predicted that the industry will be able to sustain this growth in the
coming year.
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COMPANY PROFILE
Address:
Type of Concern:
Authorized
Dealer
of
TATA
Indicom
Factory:
Telecom Industry
Departments:
BABASAB PATIL
Objective:
Competitors:
Reliance
BSNL
Airtel
Vodafone
Spice
Asif
N.
Todewale
(MIS
Executive)
Bankers:
Importance:
Phone Number:
BABASAB PATIL
0831-2437964
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91-831-437964
BRAND IMAGE
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A brand is unlikely to have one brand image, but several, though one or
many may predominate. The key in brand image research is to identify or
develop
the
most
powerful
images
and
reinforce
them
through
BABASAB PATIL
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The term brand image gained popularity as evidence began to grow that
the feelings and images associated with a brand were powerful purchase
influencers, through brand recognition, recall and brand identity. It is
based on the proposition that consumers buy not only a product
(commodity/goods), but also the image associations of the product, such
as power, wealth, style and most importantly identification and
association with other users of the brand. In a consumer led world,
people tend to define themselves and their Jungian Personality by their
possessions. The ego and superego control to a large extent the image
and personality that people would like others to have of them.
Good brand image are instantly reminding, are positive and are almost
always unique among competitive brands. It can be reinforced by brand
communications such as packaging, advertising, sales promotion,
customer service, word of mouth, and other aspects of the brand
experience.
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BRAND ATTRIBUTES
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Besides, such quick diffusion is also enhanced by the fact that the
category is a necessity item rather than a luxury. There is also the
element of social visibility associated with the category. Hence for a
national brand, mass advertising is a pre-requisite, provided it is
supported by the other elements of the marketing mix.
DIFFERENTIATION
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segments
involved.
This
is
complex
situation
where
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SALES PROMOTION
Sales promotions generally are unlikely to turn them into loyal users,
although they may be induced to make some subsequent purchases. It is
used in markets of high brand similarity can produce a high sales
response in the short run but little permanent gain in market share.
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RESEARCH METHODOLOGY
Title of the Project
Selection of Sample
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Primary Sources:
a. Questionnaire
b. Personal interaction
c. Observation
Secondary Sources:
a.
b.
c.
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1.
Exclusive outlet
Sub dealers
Valid
Teleshop
Multi-brand outlet
Exclusive outlet
sub dealers
Total
BABASAB PATIL
Frequency
28
48
14
10
100
Percent
28.0
48.0
14.0
10.0
100.0
Valid Percent
28.0
48.0
14.0
10.0
100.0
Cumulative
Percent
28.0
76.0
90.0
100.0
Page 38
28.0%
14.0%
Multi-brand outlet
48.0%
Interpretation
About 48% of retailers own a multi brand outlet were as 28% own a
Teleshop business and 14% of them possesses exclusive outlet and 10%
of them are sub dealers
2.
1 Year to 2 Years
2 Years to 3 Years
Valid
BABASAB PATIL
Frequency
27
41
27
5
100
Percent
27.0
41.0
27.0
5.0
100.0
Valid Percent
27.0
41.0
27.0
5.0
100.0
Cumulative
Percent
27.0
68.0
95.0
100.0
Page 39
1 Year to 2 Years
41.0%
Interpretation
The above pie chart indicates that about 41% of the retailers are in business for more than
1 year. The retailers who have set up the business newly i.e less than 1 year is also 27%
which shows that the market is growing to potential.
3.
Airtel
Spice
TATA Indicom
BSNL
Reliance
BABASAB PATIL
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Interpretation
Out of 100 retailers 98%, 96%, 95% stock TATA Indicom, Vodafone and
Airtel respectively and 76%, 73%, 56% stock Spice, BSNL and Reliance
respectively. This shows that the retailers are not dependent on any
specific brand, but Vodafone, Airtel and TATA Indicom are more in
demand when compared to other brands which are available in market.
4.
What comes to your mind, when you hear the word TATA Indicom
Factor
Tick ( )
Logo
Availability
Coverage
BABASAB PATIL
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Valid
What comes
Frequency
Percent
Logo
45
45.0
Availability
21
21.0
Coverage
12
12.0
Value Addition Service
13
13.0
Brand Ambassador
9
9.0
Total
100 hear 100.0
to
your mind, when you
the
Valid Percent
45.0
21.0
12.0
13.0
9.0
100.0
word "TATA
Cumulative
Percent
45.0
66.0
78.0
91.0
100.0
Indicom"
Availability
21.0%
Interpretation
About 45% of Retailers recall the Logo of TATA when asked what comes
to your mind when you hear the name TATA Indicom; some retailers also
recall Availability and Coverage.
5.
Highly
Satisfied
Satisfied
Neutral
Dissatisfied Highly
Dissatisfied
Vodafone
BABASAB PATIL
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Valid
Highly Satisfied
Satisfied
Neutral
Dissatisfied
Total
Frequency
36
49
7
8
100
Percent
36.0
49.0
7.0
8.0
100.0
Valid Percent
36.0
49.0
7.0
8.0
100.0
Cumulative
Percent
36.0
85.0
92.0
100.0
Satisf ied
49.0%
Interpretation (VODAFONE)
The above graph shows that 49% of Retailers are satisfied with services
provided by Vodafone; there is more opportunity for the Vodafone
Company to convert this 49% of satisfied retailers into Highly Satisfied
BABASAB PATIL
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BABASAB PATIL
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AIRTEL
Valid
Highly Satisfied
Satisfied
Neutral
Total
Frequency
39
46
15
100
Percent
39.0
46.0
15.0
100.0
Valid Percent
39.0
46.0
15.0
100.0
Cumulative
Percent
39.0
85.0
100.0
Highly Satisfied
39.0%
Satisfied
46.0%
Interpretation
The above graph shows that 46% of Retailers are satisfied with services
provided by Airtel; there is more chance for Airtel to convert this 46% of
satisfied retailers into Highly Satisfied retailers which in turn helps the
company to increase the sales. It should also convert the Neutral
retailers to satisfied retailers.
BABASAB PATIL
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SPICE
Satisfaction level of Spice
Valid
Highly Satisfied
Satisfied
Neutral
Dissatisfied
Highly Dissatisfied
Total
Frequency
9
35
44
8
4
100
Percent
9.0
35.0
44.0
8.0
4.0
100.0
Valid Percent
9.0
35.0
44.0
8.0
4.0
100.0
Cumulative
Percent
9.0
44.0
88.0
96.0
100.0
Highly Satisfied
9.0%
Satisfied
35.0%
Neutral
44.0%
Interpretation
The above graph shows that only 35% of the retailers are satisfied with
the services provided by Spice, but on the other hand about 44% of the
retailers say that they are neither satisfied nor dissatisfied with the
service of spice, the company has to work towards converting this neutral
BABASAB PATIL
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BABASAB PATIL
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RELIANCE
Satisfaction level of Reliance
Valid
Highly Satisfied
Satisfied
Neutral
Dissatisfied
Highly Dissatisfied
Total
Frequency
10
27
39
22
2
100
Percent
10.0
27.0
39.0
22.0
2.0
100.0
Valid Percent
10.0
27.0
39.0
22.0
2.0
100.0
Cumulative
Percent
10.0
37.0
76.0
98.0
100.0
22.0%
Satisf ied
27.0%
Neutral
39.0%
Interpretation
The above graph shows that only 27% of the retailers are satisfied with
the services provided by Reliance, but on the other hand about 39% of
the retailers say that they are neither satisfied nor dissatisfied with the
service provided by Reliance, the company has to work towards
converting this neutral retailers to satisfied and also the dissatisfied
(22%) and highly dissatisfied retailers to satisfied which will be more
advantageous to the Reliance
BABASAB PATIL
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TATA INDICOM
Satisfaction level of TATA Indicom
Valid
Highly Satisfied
Satisfied
Neutral
Dissatisfied
Highly Dissatisfied
Total
Frequency
9
51
26
8
6
100
Percent
9.0
51.0
26.0
8.0
6.0
100.0
Valid Percent
9.0
51.0
26.0
8.0
6.0
100.0
Cumulative
Percent
9.0
60.0
86.0
94.0
100.0
8.0%
Neutral
26.0%
Satisf ied
51.0%
Interpretation
The above graphs shows that about 60% of the retailers are satisfied with
the services provided by TATA Indicom, 26% of them are neutral were as
14% of the retailers are dissatisfied with TATA Indicom. Therefore the
BABASAB PATIL
Page 49
BABASAB PATIL
Page 50
BSNL
Satisfacation level of BSNL
Valid
Highly Satisfied
Satisfied
Neutral
Dissatisfied
Highly Dissatisfied
Total
Frequency
4
40
43
9
4
100
Percent
4.0
40.0
43.0
9.0
4.0
100.0
Valid Percent
4.0
40.0
43.0
9.0
4.0
100.0
Cumulative
Percent
4.0
44.0
87.0
96.0
100.0
Highly Satisfied
4.0%
9.0%
Satisf ied
40.0%
Neutral
43.0%
Interpretation
The above graphs shows that about 44% of the retailers are satisfied with
the services provided by BSNL, 43% of them are neutral were as 13% of
the retailers are dissatisfied with BSNL. Therefore the company must
take essential steps to achieve the expectations of the dissatisfied
retailers.
BABASAB PATIL
Page 51
6.
What kind of benefits do you receive from the company by the way
of Sales Promotion
Discounts
Schemes
Coupons
Offers
Valid
Discounts
Schemes
Coupons
Offers
Total
Frequency
34
27
10
29
100
Percent
34.0
27.0
10.0
29.0
100.0
Valid Percent
34.0
27.0
10.0
29.0
100.0
Cumulative
Percent
34.0
61.0
71.0
100.0
Discounts
34.0%
Coupons
10.0%
Schemes
27.0%
Interpretation
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7.
Tour Offers
Slab Offers
Valid
Gift Items
Tour offers
Slab Offers
Certificate from company
Total
Frequency
27
39
12
22
100
Percent
27.0
39.0
12.0
22.0
100.0
Valid Percent
27.0
39.0
12.0
22.0
100.0
Cumulative
Percent
27.0
66.0
78.0
100.0
What Additional sales promotional inputs do you feel the company should
Certificate of Compa
22.0%
Gift Items
27.0%
Slab Offers
12.0%
Tour Offers
39.0%
BABASAB PATIL
Page 53
8.
Newspapers
Wall Painting
Hoardings
According to you which is the best advertising media for cell service provider
Valid
TV
Newspapers
Wall Painting
Poster and Banners
Hoardings
Total
BABASAB PATIL
Frequency
47
8
22
13
10
100
Percent
47.0
8.0
22.0
13.0
10.0
100.0
Valid Percent
47.0
8.0
22.0
13.0
10.0
100.0
Cumulative
Percent
47.0
55.0
77.0
90.0
100.0
Page 54
according
to youthe
which
is the best
advertising
for cell service pr
Evaluate
Perception
of Brand
Image andmedia
Sales Promotion
Hoardings
10.0%
Poster and Banners
13.0%
TV
47.0%
W all Painting
22.0%
Newspapers
8.0%
Interpretation
About 47% of retailers consider TV Ads as most effective advertising
medium, where as 22% of the retailers prefer Wall Painting and only 13%
of them consider posters and banners and 10% prefer hoarding where as
only 8% of them prefer newspaper as the best advertising media. Thus
TV Ads are the most desirable and preferred medium for advertisement.
9.
Rank the factors that you feel are important for cell service
Factors
High
Medium Low
Network
Availability
Brand Name
Price
Coverage
NETWORK
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Page 55
Valid
High
Medium
Low
Total
Frequency
55
32
13
100
Percent
55.0
32.0
13.0
100.0
Valid Percent
55.0
32.0
13.0
100.0
Cumulative
Percent
55.0
87.0
100.0
Network
Low
13.0%
High
Medium
55.0%
32.0%
Interpretation
About 55% of the retailers give Network as the major priority with
respect to cell services were as 32% of them consider it as not so
important (Medium) and 13% have rated network as low from the
point of view of cell services.
AVAILABILITY
Availability
Valid
High
Medium
Low
Total
BABASAB PATIL
Frequency
37
52
11
100
Percent
37.0
52.0
11.0
100.0
Valid Percent
37.0
52.0
11.0
100.0
Cumulative
Percent
37.0
89.0
100.0
Page 56
Availiability
Low
11.0%
High
37.0%
Medium
52.0%
Interpretation
About 37% of the retailers give Availability as the major priority with
respect to cell services were as 52% of them consider it as not so
important (Medium) and 11% have rated Availability as low from the
point of view of cell services.
BRAND NAME
BABASAB PATIL
Page 57
Valid
High
Medium
Low
Total
Frequency
54
32
14
100
Percent
54.0
32.0
14.0
100.0
Valid Percent
54.0
32.0
14.0
100.0
Cumulative
Percent
54.0
86.0
100.0
Brand Name
Low
14.0%
High
Medium
54.0%
32.0%
Interpretation
About 54% of the retailers give Brand Name as the major priority with
respect to cell services were as 32% of them consider it as not so
important (Medium) and 14% have rated Brand Name as low from the
point of view of cell services.
BABASAB PATIL
Page 58
Valid
High
Medium
Low
Total
Frequency
68
26
6
100
Percent
68.0
26.0
6.0
100.0
Valid Percent
68.0
26.0
6.0
100.0
Cumulative
Percent
68.0
94.0
100.0
Price
Low
6.0%
Medium
26.0%
High
68.0%
Interpretation
About 68% of the retailers give Price as the major priority with respect to
cell services were as 26% of them consider it as not so important
(Medium) and 6% have rated Price as low from the point of view of cell
services.
BABASAB PATIL
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COVERAGE
Coverage
Valid
High
Medium
Low
Total
Frequency
58
34
8
100
Percent
58.0
34.0
8.0
100.0
Valid Percent
58.0
34.0
8.0
100.0
Cumulative
Percent
58.0
92.0
100.0
Coverage
Low
8.0%
Medium
34.0%
High
58.0%
Interpretation
About 58% of the retailers give Clarity as the major priority with respect
to cell services were as 34% of them consider it as not so important
BABASAB PATIL
Page 60
BABASAB PATIL
Page 61
H0: More or equal to 50% of the retailers are Satisfied with TATA
Indicom
H1: Less than 50% of the retailers are Satisfied with TATA Indicom
P-P/ sigma P
P=0.50
(1-P) =0.50
N=100
N-1= 100-1=99
Sigma P=
Z=
P (1-P)/ (N-1)
= 0.05025
0.6-0.50/0.05025
Z = 1.99
K=-1.64
Conclusion: Since critical value (K= -1.64) is less than calculated Z value
(1.99) null hypothesis is accepted.
Result: More than 50% of the retailers are satisfied with TATA Indicom
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P-P/ sigma P
P=0.60
(1-P) =0.40
N=100
N-1= 100-1=99
= 0.049
0.68-0.60/0.049
Z = 1.63
K=-1.64
Page 63
FINDINGS
Most outlets are Multi branded
41% of the retailers are in business for than 1 year. which shows
that there is a growth in the market.
About 90% of Retailers stock and sell Vodafone, Airtel and TATA
Indicom
When the retailers here the word TATA Indicom they recall the
Logo of TATA Indicom.
About 60% Retailers are SATISFIED with the services and offers
provided by the TATA Indicom
Retailers receive different kinds of discounts from the company.
Retailers prefer Tour Offers from the company.
Retailers feel that advertising in TV will be very advantages to TATA
Indicom.
68% of the retailers give price as the major priority with respect to
cell services
BABASAB PATIL
Page 64
SUGGESTIONS
Indicom
should
advertise
in
those
newspapers
and
BABASAB PATIL
Page 65
CONCLUSION
To conclude, it is very less time to study about brand image and sales
promotional strategies apart for this we need to focus on each retailers
view carefully in regular time intervals so that the best possible is
presented here, still there is a lot of scope for developing on this subject,
as excellence is not limited always.
BABASAB PATIL
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BIBLIOGRAPHY
Books:
Marketing Management by Philip Kotler and Kevin Lane Keller 12th
edition, Page No 286, 340, 555,556,559
Internet/Website:
www.ttsl.com
BABASAB PATIL
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BABASAB PATIL
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