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A
MINI PROJECT ON
A STUDY OF MARKET RESEARCH FOR
IDEA CELLULAR SERVICES IN
KOLHAPUR CITY
Submitted By
Mr. Rohan D. Nille(M.B.A. I)
Under the guid n!e "#
Pro . Dr. !. ". Ta#$oli
Submitted T"
$B%ARATI &I' APEET% S INSTITUTE O*
MANA+EMENT ,O-%APUR
EAR /001 02
#"r the 3 rd "#
M 4ter "# Bu4ine44 Admini4tr ti"n
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$B%ARATI &I' APEET% S INSTITUTE O* MANA+EMENT
,O-%APUR
+UI'ES CERTI*ICATE
This is to certify that mini project entitled $A Study O# M r5et
Re4e r!h *"r Ide Ce66u6 r Ser7i!e4 In ,"6h 8ur City 4 ubmitted by
Rohan D. Nille is partial fulfillment of this work for the MBA ! submitted to
$Bh r ti &idy 8eeth 4 In4titute O# M n gement ,"6h 8ur has been
completed under my super"ision and #uidance.
To the best of my knowled#e and belief the matter presented by him is
ori#inal in nature and has not been copied from any source. Also this report
has not been submitted earlier for the award of any de#ree or diploma in
Bharati $idyapeeth! %ni"ersity &une or any other uni"ersity.
' te 9
P6 !e 9 ,"6h 8ur Sign ture
:Pr"#. 'r. ;. J. T mb"6i
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DECLARATION
! the undersi#ned! hereby declare that the mini project entitled $A
Study O# M r5et Re4e r!h *"r Ide Ce66u6 r Ser7i!e4 In
,"6h 8ur City is #enuine and bonafide work prepared by me under the
#uidance of $Pr"#. 'r. ;. J. T mb"6i and is my ori#inal work. The empirical
findin#s in the report are based on the data collected by me. The matter
presented in this is not copied from any source. understand that any such
copy is liable to be punished in any way the uni"ersity authorities deem fit.
This work has not been submitted for the award of any de#ree or diploma
either in $Bh r ti &idy 8eeth= Uni7er4ity Pune or any other uni"ersity.
This work humbly submitted to $Bh r ti &idy 8eeth 4 In4titute O#
M n gement ,"6h 8ur for the course of Master of Business
Administration '
' te 9
P6 !e 9 ,"6h 8ur Sign ture
(Mr. R"h n '. Ni66e)
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CERTIFICATE
This is to certify that Mr. Rohan D. Nille studyin# in MBA' has
collected data on $A STU' O* MAR,ET RESEARC% *OR I'EA
CE--U-AR SER&ICES IN ,O-%APUR CIT at (ross )and! *olhapur.
Durin# the period we found him to be sincere and hard workin#.
+e wish him best in future.
' te 9 >? th A8ri6 /002
P6 !e 9 ,"6h 8ur
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CONTENTS
Ch 8ter
N".
Tit6e P ge N".
ntroduction Research Desi#n , -bjecti"es Methodolo#y / 0cope of the 0tudy and )imitations 1
. (ompany &rofile -r#ani2ation &rofile 3 -r#ani2ation 0tructure 3 (ustomer (are 0er"ice 4
Theoretical Back#round Meanin# and Definitions
5',, Marketin# 0trate#ies for 0er"ices 6irms
$ &resentation! Analy2in# and nterpretation of
Data
, '
$ 6indin#s 7 0u##estions /$ (onclusions 1$ Biblio#raphy 3
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CHAPTER % I
INTRODUCTION
Research Desi#n
-bjecti"e
Methodolo#y
0cope of the 0tudy
)imitations
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CHAPTER II
OR&ANI'ATION PROFILE
-r#ani2ation &rofile
-r#ani2ation 0tructure
(ustomer (are 0er"ice
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CHAPTER % III
THEORETICAL (ACK&ROUND
Meanin#
Marketin# 0trate#ies for 0er"ices 6irms
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CHAPTER ) IV
PRESENTATION* ANALY'IN&
AND
INTERPRETATION OF DATA
COMPARATIVE STUDY OF
VARIOUS MO(ILE SERVICES
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CHAPTER % V
FINDIN&S AND SU&&ESTIONS
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CHAPTER % VI
CONCLUSIONS
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CHAPTER % VII
(I(LIO&RAPHY
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RESEARC% 'ESI+N
Researcher has made this project report in Market research in
communication ser"ices in (ross )and! 0terlin# Tower! *olhapur. That8s why
researcher has under#one N'plant trainin# in (ross )and and prepare
project report for Award of MBA course from $B%ARATI &I' APEET%
UNI&ERSIT = PUNE .
Researcher has been worked on the topic 9Market Research for dea
Telecom 0er"ices in *olhapur (ity: because the company want that
researcher must be worked on the same topic and researcher ha"in#
intention to work in ser"ice sector! after completion of his project MBA course.
0o researcher thou#ht that in'plant trainin# in ser"ice sector will enhance his
practical knowled#e as well as impro"e his bio'data.
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Ob@e!ti7e4 "# the Study
i; To study the market of dea Telecom ser"ices in *olhapur city.
ii; To make comparati"e study of dea Telecom ser"ices with its
competitors.
iii; To study e
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'etermining S"ur!e4 "# the ' t
Prim ry ' t
The data collected throu#h sur"ey and inter"iews of the customer with
the help of =uestionnaires. &rimary data is one hand collected data! which is
taken from the customer! or contacted persons directly. There are no any
intermediate person.
nformation collected is in re#ards with the "iews about the ser"ices
pro"ided by the dea Telecom ser"ice and customer satisfaction to the
pro"ided ser"ices.
Se!"nd ry ' t
The secondary data consist all the material collected from the different
printed and published material and also from the company manuals! trade
ma#a2ines! literature! brochures! nternet and other sources. The theoretical
material i.e. theoretical back#round of the subject is taken for reference
books.
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S!"8e "# the Study
i; 0tudy was conducted in the city of *olhapur to know the Market of dea
(ellular 0er"ices.
ii; The study was carried about each and e"ery aspects of the wireless
phone in the city.
iii; The study was carried out to know the =uality ser"ices pro"ided by the
competitors.
i"; The study was conducted to create awareness about the cellular
ser"ices and the associated products amon# the customers.
-imit ti"n4 "# the Study
i; The sur"ey is restricted in *olhapur city only.
ii; 0ome of the contacted persons were not open their mind and #i"e true
information about them and their opinions.
iii; 0ome of the customers unable to understand because of lack of
information and knowled#e about the mobile ser"ice and some were
totally not aware about the de"ice! some of them just use as a status
symbol.
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Org ni ti"n Pr"#i6e
N me "# the Org ni ti"n 9 $Cr"44 - nd .
-r#ani2ation is one of the concerns dealin# with N-* A hand set and
D>A by the name of (ross )and! *olhapur. the or#ani2ation were started
their work since /, st ?uly @@1.
)ocation of or#ani2ation
OR+ANI ATION STRUCTURE
Mr. Ra"indra M. arsurkar
&roprietor;
Mr. Ra"indra *adam
0enior Marketin# >
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CUSTOMER CARE SER&ICE
Ser7i!e4 Pr"7ided by Ide Ce66u6 r -td.
M"bi6e SMS
t8s the ra#e that has taken o"er the whole world. 0end out short
messa#es from mobile phone usin# minimum air time. There is nothin# like
0M0 especially if you are callin# someone as brief as! 9 8ll see you at 5.@@
p.m.! 9 appy Birthday: or f you can8t reach someone at a #i"en time! you can
send a messa#e just like you would to a pa#er which means no airtime
wasted.
C 66ing -ine Identi#i! ti"n Pre4ent ti"n (C-IP)
() & enables you to screen your incomin# calls by displayin# the
number of the callin# party on your mobile phone screen. () & #i"es you the
option of not takin# unwanted calls. This ser"ice is a"ailable to you at a fee
of Rs.1 E' per month on all tariff plans.
C 66 %"6d
(all old offers you the ad"anta#e of two lines with one number. +hile
you are talkin# to one person! a beep will indicate your second call. Then you
ha"e the option of puttin# the first call on hold ad attendin# to the second. -r
you can make another call by puttin# the first one on hold.
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C 66 *"r3 rding
(all 6orwardin# enables you to be accessible anytime! anywhere. At
times when you are out of reach! you can di"ert your calls to your landline or
another Mobile Answer &hone 0er"ice &ersonal $oice Mail Bo
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T%EORETICA- BAC,+ROUN'
Me ning nd 'e#initi"n4
< M r5eting
9Marketin# is a social and mana#erial process by which indi"idual and
#roups obtains what they need and what throu#h creatin# offerin# at
e
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#oes under main fi"e sta#es and as a marketer he has to study each and
e"ery step of buyers beha"iour.
#< M r5et Re4e r!h
Market Research is the systematic #atherin# recordin# and analy2in#
of data about problems relatin# to the marketin# of #oods and ser"ices.
Marketin# Research has become an important tool of sound
mana#ement. marketin# information based on marketin# research has
ser"ed the basic purpose of Marketin# Mana#ement. Now a days no
marketin# mana#ement can succeed without the uses of marketin# research.
The e
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three additional &8s for ser"ice marketin#! people! physical e"idence and
process.
Because most of the ser"ices pro"ided by the people! the selection
trainin# and moti"ation of employees can make a hu#e difference in
customer satisfaction. (ompanies try to demonstrate their ser"ice =uality
throu#h physical e"idence. 6inally ! ser"ice companies can choose amon#
different process to deli"er their ser"ice in best manner. 0er"ice companies
face two tasks increasin# competiti"e differentiation and ser"ice =uality.
+e e< M n ging 'i##erenti ti"n
0er"ice marketers fre=uently complain about the difficulty of
differentiation their ser"ices. the dere#ulation of se"eral major ser"ice
industries communication! transportation! ener#y! bankin# precipitated intense
price competition. The alternati"e to price competition is to de"elop a
differentiated offer! deli"ery or ima#e.
/< O##er
The offer includes inno"ation features. +hat the customers e
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< 'e6i7ery
A ser"ice company can hire and train better people to deli"er its
ser"ice. t can de"elop a more attracti"e physical en"ironment which to
deli"er the ser"ice or it can desi#n a superior deli"ery process Mc Donald8s;.
D< Im ge
0er"ice companies can also differentiate their ima#e throu#h symbols
and brandin#s. The urish" Bank of (hica#o adopted the lion as its symbol
and uses it on its stationary. -n its ad"ertisin# and e"en on the staffed
animals it offers to new depositors. As a result! arie8s )ion is well known and
confers an ima#e of stren#th to the bank. 0e"eral hospitals ha"e attained
9Me#a Brand: reputation for bein# the best in their field. These hospitals
could open clinics in other cities and attract patient on the stren#th of their
brand reputation. This is "ery important concept hence we will see this in
details in ne
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Ser7i!e4 8r"7ided by Ide
Seri 6
N".
N me "# Ser7i!e4 *e ture4 "# the Ser7i!e
,. () & (aller )ine
dentification
&resentation;
The number of callin# party is displayed on
the handset. ence one came to know who8s
callin# and can decide to accept the call or
not.. () & (aller )ine D
Restriction;
>nables to restrict the cell number from
bein# displayed on the recei"er8s cell phone./. (+ 7 ( (all waitin#
and call hold;
Allows to handle up to two calls at the same
time which a"oids from missin# the call.1. (B (all Barrin#; t controls the incomin# and out#oin# calls!
thus pre"ent misuse of handset by others.3. (( (all conferencin#; t enables to talk to a #roup of people up to
se"en at the same time.4. (D (all Di"ert; Allows to forward E Di"ert the incomin#
calls to another cell phone or landline
number within network area.F. DB Detailed Billin#; Bills can be taken alon# with date! time and
day.5. M M Mobile to
Mobile;
0pecial rates for idea to idea mobile calls.
. N(( Network (ircle(o"era#e;
(ustomer is makin# calls from idea cellular to a landline at any destination within
network.
(o"era#e area will be billed at airtime G
local &0TN ( ARH>0 only.,@. Ni#ht (allin# dea cellular offers free airtime from , .@@
pm to 5.@@ pm.
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,,. 0N0 0pecial Number
0cheme;
The scheme allows to choose two )andline
number which is used fre=uently then calls
made to this number will cost just @ paise E
minute.
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Ser7i!e4 8r"7ided by Airte6
Seri 6
N".
N me "# Ser7i!e4 *e ture4 "# the Ser7i!e
,. (all waitin# This ser"ice has characteristic which alerts
second incomin# call to a user. %ser has an
option of either puttin# the first call on hold
and answerin# the new one or reject it.. (all hold This ser"ice allows to put an on#oin# call on
hold! and dial another number and can
switch between the two callers at any time./. (all Di"ert (all Di"ert allows to di"ert incomin# calls to
another mobile phone or )andline number.
this way one can ha"e user call attended to
by someone else. +hen he is personally
unable to do so.1. (all conferencin# +ith call conferencin# ser"ice one can
teleconference with fi"e different people
simultaneously. %ser can set up a
conference e"en when the other fi"e or
usin# a landline phone.
3. 0M0 t is personal! economical! and con"enient to
communicate when one can8t speak in a
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meetin#.4. $oice mail +ith $oice mail one can recei"e messa#e
when his phone is busy! or his mobile is
switched off or when he is outside the
co"era#e area.F. Roamin# Roamin# allows user to be accessible on his
same number no matter which part of the
world he tra"el to Airtel roamin# is o"er ,
networks across 5 countries.5. Airtel 0er"ices Astrolo#y! sports! fli#ht number! stock info!
news etc.. 0hoppin# ?unction 6or shoppin# of food! flowers! cinema tickets
etc.,@. nfo ?unction nformation easily and =uickly.,,. Mobile Bankin# a"e connection with the bank and transact
on mobile.
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Ser7i!e4 8r"7ided by Re6i n!e
Seri 6
N".
N me "# Ser7i!e4 *e ture4 "# the Ser7i!e
,. 0M0 Allows you to send and
recei"e 0M0.. n'build modem for
internet connecti"ity
(onnects to the internet at speeds up to ,,3
*bps.
Use Reliance data cable for connecting the
PC to the Reliance-FWP./. (aller )ine
dentification
Displays the (aller8s telephone number or
name on the display screen of the Reliance'
6+&.1. 0peaker phone )ets you talk on the phone without pickin# up
the recei"er and allows more than one
person to participate in the con"ersation.3. &hone book 0tores numbers with names in the built'in
phone book.4. Missed calls 0hows you missed calls with timestamps.
Also maintains call history of dialed 7
recei"ed calls.F. / way call conference The call conference facility lets you talk to
people at the same time.
5. $oice mail Allows the caller to lea"e a messa#e when
you are busy or unreachable. Notifies you by
0M0 when you recei"e a new "oice mail.
. Rin# tone choice There are ,@ rin# tones that you can choose
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from.,@. 0peed dialin# >nables you to speed dial numbers from
the phone book.,,. otline &ro#ramme your phone to automatically dial
a specified number when you pick up the
recei"er without ha"in# to dial., . (all wait E call hold ntimates you about an incomin# call when
you are on another call. Also lets you switch
between calls.,/. (all restrict E call lock Allows you to pre"ent misuse by lockin# your
phone. Iou can also pro#ramme 0TDE 0D
restriction on it.,1. (all di"ert Di"ert your calls to "oice mail or other
number of your choice when busy or
unreachable.,3. Alarm Built'in alarm to remind you whene"er you
need.,4. 0ecure tap proof
connection
0ecure connection that cannot be tampered
with or tapped by unauthori2ed persons.
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PRE*ERENCE O* T%E SER&ICE
TAB-E NO. D
COMPAN NO. O*
RESPON'ENTS
PERCENTA+E
dea 14 14J Air Tel ,, J
Reliance ,4 / J
-OCATION O* USE
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TAB-E NO. >
CIT NO. O*
RESPON'ENTS
PERCENTA+E
*olhapur /F F1Mumbai 11
&une / F50an#li ,4 /Miraj ,/ 4
0atara ,3 /@Hoa ,1 5
Nasik ,@ @Na#pur 5 ,5
Auran#abad ,, Ahmedna#ar ,5
There are "arious location where mobile co"era#e is a"ailable. But it
was found that most of the people use their mobile phone for &une! Mumbai
and *olhapur. A simple reason for this is the most of the users are
Businessman and th rates of the calls are the si#nificantly lower as compared
to landline calls. Thus it is found that the business class people makin# calls
to "arious cities is hi#hly cost efficient which is an important reason for
increasin# the use of mobile phone.
REASONS *OR OPTIN+ A PARTICU-AR MOBI-E SER&ICE
TAB-E NO. /
REASONS NO. O*
RESPON'ENTS
PERCENTA+E
Better ser"ice co"era#e / F5
Better hi#hway co"era#e /@ 4@
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Any subsidy 3 ,@Relation with the dealers ,5Better 0er"ice 11+orld of mouth by sale e
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A&ERA+E MONT%- BI-- O* T%E RESPON'ENTS
TAB-E NO.
BI--S (R4.) NO. O*
RESPON'ENTS
PERCENTA+E
)ess than ,@@@ ,5,@@@ @@@ 1 15
@@@ and abo"e ,F /1Total 3@ ,@@
t has been found that mobile phone is hi#hly cost efficient for any
business. +e found that 3@J of the people ha"e their bill between the ran#e
of around Rs.,@@@ to Rs. @@@ while /3J ha"e more than Rs. @@@. 0o it
indicates that most of the mobile users belon# to cate#ories which use the
phone ser"ices more fre=uently for their business which results in hea"y
amount of telephone bills. Thus shiftin# to mobile phones help them to
reduce the burden of their telephone bills alon# with easy accessibility.
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UN'ERSTAN'IN+ O* RESPON'ENTS RE+AR'IN+ BI--
TAB-E NO. D
ATTITU'E NO. O*
RESPON'ENTS
PERCENTA+E
&ositi"e // 44Ne#ati"e ,F /1
Table No. 1 shows the result pertainin# to the understandin# of the
bills by the user. t was surprisin# to find the around /3J of the people were
unable to understand the format of the billin#! yet they were usin# the ser"ice
payin# off the bills.
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*IN'IN+S AN' SU++ESTIONS
*inding4
,; Henerally people are usin# mobile phones because of better city
co"era#e and hi#hway co"era#e.
; The a"era#e billin# is #enerally not "ery hi#h e"en if there is re#ular or
hea"y usa#e.
/; The ser"ice pro"ider that is dealer8s choice is "ery much distinct
amon# the people.
1; dea has co"ered lar#e number of customers in *olhapur city.
Sugge4ti"n4
i; The company should #i"e preference to salaried people so as to #et
the benefits of industrial e
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BIB-IO+RAP%
,K Modern Marketin# Research
' 0hri. M. N. Mishra
K Marketin# Mana#ement
' &hilip *otler
/K Research Methodolo#y
' (. R. *othari