Report on

Launching of HELLO TV + value added services for BSNL

here comes the logo for pk online

Summer Internship Program Praveen Sharma

Percept Knorigin online Ltd.

Launching of HELLO TV + value added services for BSNL Launching of HELLO TV + value added services for BSNL

Submitted in partial fulfillment of the requirements of MBA program of By Praveen Kumar Sharma 11BSP2038 Under the Guidance of

Faculty Guide:
Prof Murli v. Santanam Faculty IBS Banglore

Company Guide:
Mrs. Malay Mandal All India Sales Coordinator Kevin Power Solutions Ltd

IBS BANGALORE 2010-2012

Launching of HELLO TV + value added services for BSNL

Declaration:
I Praveen Kumar Sharma, Enrollment No. 11BSP2038, hereby declare that the project titled Launching of HELLO TV + value added services for BSNL is an authenticated work carried out by me during the academic year 2011-2012. My Summer Internship Program at Percept Knorigin Online Ltd is done under the invaluable guidance of my Faculty Guide Prof. Murli V. Santanam of IBS Banglore and Company Guide Mr. Malay Mandal, All India Sales coordinator, Percept Knorigin Online Ltd, Gurgaon. This work has not been submitted for similar purpose anywhere else except to IBS Banglore and the company Percept Knorigin Online Ltd, Gurgaon.

Date: Place: Gurgaon

Praveen Kr. Sharma (11BSP2038)

Launching of HELLO TV + value added services for BSNL

Acknowledgement:
As a part of the curriculum at IBS Bangalore, the summer internship project aims at overall development of the skill sets and knowledge of the student by providing them with an opportunity to learn through corporate exposure. As students we are always motivated to apply our theoretical knowledge in the practical work that has to be done for the company. No Summer Internship Project can be successful without the support of the company guide and the faculty guide. The exposure and guidance shared and provided to us is invaluable. I extend my heartiest gratitude to my company guide, Mr. Malay Mandal, All India Sales Coordinator- Percept Knorigin Online Ltd, Gurgaon for providing me with the opportunity to take up this project. I thank him for being a constant source of inspiration, mentor and above all for him encouragement. I would also like to convey my gratitude to my faculty guide, Prof. Murli V Santanam for his constant support and encouragement and his valuable guidance. It is his guidance throughout, which helped me to learn more about the industry and design marketing strategies accordingly. I would also like to convey my gratitude to Mr. Ankit Chaudhary, Director- Kevin Power Solutions Ltd, Noida, Mr. Vikrant Malik. They have been a constant driving force for me. The inputs given by them at various stages have been extremely useful for me in carrying out the project. I am also thankful to my colleagues for the assistance, support and the suggestions, which have been valuable to me, without them it would be difficult for me to complete the report.

Praveen Kr. Sharma

Launching of HELLO TV + value added services for BSNL

Contents:
Executive Summary................................................................................................................................. 6 Abstract: .................................................................................................................................................. 7 Chapter 1:................................................................................................................................................ 8 Introduction: ....................................................................................................................................... 9 About the company: ......................................................................................................................... 11 About the products: .......................................................................................................................... 14 Chapter 2:.............................................................................................................................................. 21 Marketing Plan: ................................................................................................................................. 22 Market Research and Analysis: ......................................................................................................... 23 Questionnaire: ...................................................................................................................................... 25 Business to Business sales And Channel Management: ................................................................... 41 Promotional strategies for Kevin: ..................................................................................................... 44 Chapter 3:.............................................................................................................................................. 45 Market Inhibitors in India: ................................................................................................................ 46 Learnings: .......................................................................................................................................... 46 Reference: ............................................................................................................................................. 48

Launching of HELLO TV + value added services for BSNL

Executive Summary
As per rules of ICFAI business School, a student of PGPM is to do a summer internship in any organization for the practical application of the PGPM program. I got golden chance to work with Percept Knorigin Online Ltd. Situated at Gurgaon During my summer internship programme I have gone through the value added services for multimedia industry into great depth. I have brought out the strength and weakness of value added services for multimedia industry which will help them in future.

Objective of the study:

To find out the answers of following questions: Is the company growing? Is it in a strong-enough position to beat out its competitors in the future? What are companys strong points? What are companys weak points? Future opportunities for the company.

Methodology:
Secondary data collection through internet. Primary data through: Market surveys Questionnaire

This projects result will be useful for the company to strengthen their strength which is Technology and work on & improve their weakness which is Service & Awareness and also company get to know that there are good opportunities in higher value added services. Even it will be useful for me to learn about what research analysis is.

Launching of HELLO TV + value added services for BSNL

Abstract:
Market Research is a systematic, objective collection and analysis of data about a particular target market, competition, and environment. It always incorporates some form of data collection whether it is secondary research (often referred to as desk research) or primary market research which is collected direct from a respondent. The purpose of any market research project is to achieve an increased understanding of the subject matter. The project deals with market analysis about the Depth & Width of VAS Industry by Percept Knorigin Online Ltd. The report tries to cover all the work done in order to accomplish the objectives set during the 10 weeks of the summer internship program at Percept Knorigin Online Ltd. Depth measures the # of services that are offered within each product line. Satisfies several consumer segments for the same product, maximizes shelf space, discourages competitors. Width measures the # of service lines a company offers enables a firm to diversify services, appeals to different consumer needs and encourages one stop shopping.

The Market Analysis includes Identifying and analyzing the competitors and the sectors, SWOT Analysis and Competitors Analysis. In the Market Analysis we try to determine what the current market is for Inverters and what the market potential is for the same in future. It gives us a brief about the target audience for marketing VAS successfully.

Launching of HELLO TV + value added services for BSNL

Chapter 1:
Summary: Introduction About the Company About the Products

Launching of HELLO TV + value added services for BSNL

Introduction:
India mobile value-added services (MVAS) market has been witnessing phenomenal growth since 2005 and has by far, outpaced other markets around the world. The sector has emerged as the most vibrant and transforming division of the overall Indian telecom industry. It had witnessed a series of developments on the back of various factors, such as rising Internet and broadband penetration, double-digit growth in terms of number of mobile phone users, innovation in product development, and commercialization. The economic slowdown had no effects on the industrys growth and the market performed remarkably well, compared to the other major mobile VAS markets including the US, Japan, and the UK.

According to our report, Indian MVAS Market Forecast to 2014, Indian mobile VAS market has been growing at a rapid pace and outpaced in all market dimensions. Apart from subscribers base growth, various other factors including innovation, scale, value chain supremacy, and insight into the evolving VAS user base supported VAS players to achieve astonishing revenue results. Strong interest of domestic and global investors in the countrys 3G and BWA auctions confirms the strong future market developments in demand of data and content-based services and enable MVAS market to grow at around 32% CAGR during 2011-2014.

Despite such an optimistic industry projections, there exist some growth hurdles which can dent market growth in the long run. For instance, with the growth in mobile VAS industry, mobile subscribers demand for data rich VAS and user centric VAS is advancing fast. At present, there are not enough incentives available for content developers to create innovative content. If better VAS has to be offered, it is necessary to offer enough incentives to nonoperator segment of the ecosystem.

Our report, Indian MVAS Market Forecast to 2014, has been authored to evaluate future growth potentials of India mobile value added service market. The report provides extensive research and analysis on MVAS historical, current, and projected market trends. It thoroughly includes statistics/information on MVAS segments, such as information VAS, entertainment VAS, and m-commerce VAS to provide deep understanding on market dynamics. It also segregates MVAS market in urban and rural categories and includes statistical analysis on the same.

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Most importantly, the report has also given the industry forecast based on correlation of past drivers, challenges, and opportunities for expansion. In this way, the report presents a complete and coherent analysis of the India MVAS industry and will prove to be decisive for clients.

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About the company:

PK Online is a leading player in the digital arena, with innovative offerings in integrated content and advertising, they are committed to deliver branded, rich content and value added services on broadband telecom networks like DSL, 3G and emerging LTE networks. Exploring the emerging trends in content consumption, they have developed proficiency and platforms to capitalize their services using multiple models like Freemium, Subscription and Ad- supported model. They work hand in hand with popular brands to provide integrated mobile and online advertising solutions. All their VAS solutions are targeted towards operators who are looking at digital content merchandising and access through variety of channels like browsers, applications and Video calling channel for delivery of content. Their solutions can either be sourced as managed services, technology development and integration or turnkey implementation with bundled content, platform and business operations thereby giving operators complete freedom from technology obsolescence. PK Onlines mobile advertising solutions enable telecom parteners to reach a wide variety of demographics through highly personalized vehicles such as Video, SMS, voice, USSD, WAP, In-APP and the mobile internet. We also provide on-device promotional application solutions.

PK Onlines Internet advertising solutions are geared towards leveraging the wide spread of content, user base and variety of ad formats available to reach your target group. These solutions are delivered using our own platform, which optimizes campaign performance based on real time data collected from various publishers and ad formats.

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Vision

To become a globally recognized and admired player in the field of value added services To extend this equity and allied areas by developing highly reliable, technologically advanced and best-in-class products and solutions. To maintain its wining edge through sustained in-house R&D initiatives, operational excellence and innovative approach that deliver efficient, reliable, maintainable and real value-for-money services and solutions. To foray into newer areas and technologies, and focus on the out of box solutions that are in tune with our quest for greener and sustainable development leading towards better tomorrow for all.

And finally to make a lasting, measurable and meaningful difference to man and his environment.

Corporate Philosophy
To incorporate state of art technologies complemented with innovative in-house R & D efforts, true to Percept Knorigins enterprising spirit, for developing quality service/solutions that will serve every corner of the globe for years to come.

Core Competencies

Technical consultancy/service in consumer value added services. Designing complete consumer based services which will really add value to consumer. customized value added services to consumer. Top most fertile and experienced managerial competency.

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Corporate Values

Commitment to quality Dedication and commitment Honesty and integrity Openness and transparency Respect, care and concern for people Customer Orientation Discipline Learning organization Team work Trust

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About the products:

Product

Cinecurry

Hello TV

51010 Dial a video

Adchakra

1. Cinecurry:-

An exclusive movie portal that offers news, reviews, celebrity profiles, photos and videos. Cinecurry currently covers movies made in Hindi, English, Tamil, Telugu, Kannada and Malayalam languages.

Cinecurry also offers social networking features to its users who can share their opinion on movies, celebrities and generic trends in the film industry and also network with likeminded people.

Our community section allows hard core cinema enthusiasts to connect, discuss and share cinema related stuff online. This enriches the user experience of the visitors compelling them to keep returning to the site.

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2. 51010 Dial a Video:-

Dial a video is a Telecom VAS service delivered over IVVR. Our Dial a video service was inaugurated by Union Minister of Telecom Mr. Sachin Pilot. It offers Live TV as well as Video on demand. This service is available to all the 3G customers of BSNL & MTNL. The uptake of this service has been phenomenal. Dial A Video has a bouquet of regular & premium LIVE TV channels. It also packages Video on demand across categories (Devotional, Kids, Music Videos, Fashion & Lifestyle, Current affairs, Polls). People can also get exclusive access to movies & Mobisodes.

3. Adchakra:-

The internet is a rapidly evolving landscape. Every year we see breakthrough models making a market entry and changing user behavior. Adchakra is constantly on the lookout for ideas to connect advertisers and marketer to their audience through internet and mobile. Today we reach out to millions of consumers worldwide with Adchakras cross-channel targeted advertising.

Adchakra Advertising Network therefore has been built on the best of the breed advertising and marketing technologies available. We run targeted campaigns across Display Video Social Search Mobile

Our aspiration has been to bring in a transparency to publishers and advertiser relationship and support both with best targeting and ad serving technologies available. Our Platform enables you to choose multiple media formats and channels for your campaigns.

Launching of HELLO TV + value added services for BSNL

Advertiser:-

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Publisher:-

4.Hello TV:-

PK Online is enabling Mobile TV for the masses. People can now watch live TV as well as Video on Demand on their mobile phone itself. Hello TV solution would work over 2.5G (GPRS), 2.75G (EDGE), 3G (UMTS), 3.5G (HSDPA) and CDMA mobile via unicast packet switched (PS) networks. They have active partnership with more than 150 Channels & multiple production houses. They are constantly doing more content partnership to increase the content collection. The Hello TV platform allow them to deliver innovative marketing services to media houses, though trailer showcasing. A) Introduction:-

Hello TV is a digital storefront accessible across mobile and computer. It is subscribers onestop entertainment shop. Here subscriber can subscribe their favourite Live TV channels, download your favourite music videos, movies, games etc. In Hello TV subscriber can find all kind of entertainment like Music videos, movies and unlimited live channels. Hello TV has all your fill of entertainment. Just browse through their massive library of 100, 00 + items and subscribe your pick from the best of Indian entertainment. they believe entertainment has no limits, so there is no limitation in subscription and downloading.

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2)

Services:-

Hello TV is a digital storefront where user can easily get all kind of entertainment and fun. Hello TV offers the latest content available on the entertainment circuit. We also ensure that the content you subscribing from the site is of good quality and is free of any viruses or spyware. And the content is prices so reasonably that it virtually costs. This way, you are subscribing all the best entertainment you can dream of, and that too legally. We are providing these services:

Live TV Music Movies Games Apps Videos E books

3)

Free Content:-

In hello TV just visit the content library and enjoy full-length music videos, movies, music, games, apps etc. you can access your content library as often as you want to, by simply just making a account on Hello TV.

Launching of HELLO TV + value added services for BSNL

4) How To Recharge:-

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Subscriber can recharge theirr Hello TV account through Credit Card Debit Card Net Banking Cash Card IVR E Top Up Mobile Money

5)

How To Register:-

User will make an account in www.hellotv.in using his/her mobile number. Retailer -

Launching of HELLO TV + value added services for BSNL

6) User Benefits:-

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One stop entertainment Entertainment On the move Copyrighted content Easy to use Can access through mobile and computer both Massive library of 100,00+ items No limitations in downloading User can hold the multiple subscription plans at the same time Latest content with good quality Free content Low price point

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Chapter 2:

Summary of the Chapter: Marketing Plan Market Research and Analysis Questionnaire Identify and Analyze the Competitors Indentify and Analyze the Sectors Sector Wise Analysis SWOT Analysis Competitors Analysis Business to Business sales Promotional Strategies Of SalesAPP

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Marketing Plan:
Trying to market and sell a product without a proper marketing plan is futile. A well developed marketing plan helps to build effective strategies that are to be taken for the future prospects of the product. Kevin being a new brand in the market is facing stiff competition from the well established players in the market. In order to compete in this market Kevin have to market its products in a way which would differentiate its product from its competitors. The marketing plan is built keeping in mind the kind of customer segment and the kind of sectors which needs to be targeted. An effective marketing plan reduces the time taken in the whole sales cycle and increase profitability of the company. To streamline the whole marketing plan the marketing plan is divided into three phases the market research and analysis, business to business sales, promotional strategies.

Market Research and Analysis

Business to Business sales And Channel Management

Promotional strategies of Percept knorigin

Phases in the Marketing Plan

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Market Research and Analysis:

RESEARCH METHODOLOGY: Primary data collection:
The respondents were personally contacted. The respondents were chosen among the mobile phone users across Chandigarh. Questionnaire will be prepared for mobile users, each question in questionnaire has some meaning relating to research.

Secondary data collection:

The secondary data was collected by referring to different websites, articles and white papers.

Sample Frame:
The whole market research was done during the period from 1st May to 30th May.

Sample Unit:
Individual respondents who are currently mobile users in Chandigarh.

Respondent:
Around 500 respondents were interviewed personally across Chandigarh.

Limitations:
I found it very difficult to contact the respondents because they ignore and dont entertain because of their busy schedule. Many Dealers did not want to give out data about their business. The sample size taken for this market research is in accordance to the dealers in the database provided for calling in order to market Kevin.

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Market Research and Analysis

Identify and Analyze the Competitors Identify and Analyze the USPs of Kevin and its competitors Identify and Analyze the sectors to be targeted Satisfaction of consumer from present telecom operator SWOT Analysis

Market research and analysis is divided into five parts as shown in the above mentioned figure. In the first phase which is identify and analyze the competitors we will analyze the different competitors in the market. In the second phase which is identify and analyze the strengths of the competitors as compare to Percept knorigin. In the third phase we try to find out the point(s) in which Percept Knorigin discourages its competitors. In the fourth phase we try to find out the satisfaction of consumers over Kevin and its employees and the fifth phase consists of the SWOT analysis. The SWOT analysis will list down the strengths, weaknesses, opportunities and threats for Kevin. It is to be noted that the sample size is 500 Consumers across Chandigarh. From these 500 we collect data as per our questionnaire. Questionnaire is as follows:

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Questionnaire:
Consumer Research SMS and VOICE Based Value added Services
Q1. Are you aware of VAS (service like mobile TV, devotional, Hello Tunes, Cricket Alerts)? YES Heard, but dont know about it. NO Q2. Do you need value added services? YES Sometimes Q3. Do you use value added services? Very Frequently Frequently Never

NO

Neutral/Sometimes

Rarely

Q4. Have you repeated any Value Added Services? If YES, please specify. YES: .. NO

Q6. Are you happy with the value added service provided by your operator? YES NO: ... Q7. (a) One request SMS on devotional, bollywood, cricket, news etc should charge: RS... The current charges are Rs 1 or Rs 3 per message depending on service. (b) Voice call for LIVE Aarti, doctor, music, radio, score etc should charge: Rs.Per minute. The current price for subscribed service is Rs 1-3 per minute, and for unsubscribed service is Rs 6. (c) How would you like live Aarti over video?...................................... Q8. Why do you or will you use value added services?
Economical T Quick and timely Updates Others: Entertainment Information Transaction and Banking

..

Q9. For SMS and Voice services, give rating for following product concepts?

Launching of HELLO TV + value added services for BSNL Price

Rs. 30 1 Rs. 50 2 Rs. 100- 3

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Channel of Access
SMS- 1 Voice- 2 Browser- 3

Frequency
Once a day- 1 Multiple times a day- 2 Whenever I want to use- 3

Product Concept

Rating on Scale 1-5 with 1 being least important

Q10. For Each service, tick mark () whether you are aware of it, or you have used it, or you have used it repeatedly. Please specify comment, if any.

Services
Devotional Astrology News Finance Travel Agriculture Yellow Pages LIVE Aarti LIVE Pandit LIVE Doctor JOB Education Matrimony Love Sports, Cricket Alerts Health/Beauty Social Activity Chatting/Dating Music on Demand Hello Tunes Radio Shayeri Movie/TV Jokes Bollywood DOWNLOADS

Awareness

Usage

Repeat Usage

Name of Service used- Is it SMS OR VOICE Based? Any other comment.

Launching of HELLO TV + value added services for BSNL

m-Commerce ANY OTHER PACK Eg. Airtel Money Eg. Bundles

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Q11.Wht is the challenges faced? Are you aware of m- Commerce services, and do you use it? What you do not like/use about Value added Service? ... . . Does variety in packs and promotion attracts you? Any general recommendation? . . .. . Are you aware of M-Commerce Services like Airtel money? (Digital wallet and transaction for purchasing of online available products and services) . .....

Any Other Comments: .... .. .. Age:

< 18 years 18 24 years Male 25 35 years Female > 35 years

Male Female:

Launching of HELLO TV + value added services for BSNL

Education: Profession:
20,000 50,000 Between Rs.10,000 20,000 Less than Rs. 10,000 IDEA DOCOMO Others: NA School Student Service College Student Self Employed Graduate House Wife/Retired Between Rs. 50,000-1,00,000

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Post Graduate Not employed Between Rs

Monthly Income:

Greater than Rs. 1 Lac

Operator:

AIRTEL
Reliance UNINOR

VODAFONE BSNL AIRCEL

..

Connection: Handset Type:

Prepaid

Postpaid

Smartphone GPRS enabled phone Multimedia Enabled phone Basic Feature Phone

Handset Model:

Mobile No: ..............................................

Monthly Expenditure on MOBILE: .. Monthly Expenditure on Value Added Services: . ------------------------------------------------------------------o X o--------------------------------------------------------------Location :( area).................................... .... Date: Interviewer:

Thank You for your precious time

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Identify and analyze the competitors:

Objective of the Research:
The research is done in order to analyze the following: The different competitors of BSNL in India The percentage of dealers dealing with Kevin and its competitors in India

60% 50% 40% 33.50% 30% 20% 10% 0% Microtek Luminous Sukam Kevin Others 25% 25.50% Brands 48.50%

47%

Inference from the Research :

After the survey was done the result of the survey was graphically represented in the form of column chart. Microtek, Luminous, Sukam are three major competitors were identified during the survey. There are some other competitors also but these three are the major competitors. From the above Chart we see that Microtek has the largest percentage of dealers dealing with them and in inverter industry in India dealer plays the biggest role because they are the front end for consumers. Kevin is slowly but steadily growing and covers a good lot of market in India. Others contain highest percentage of dealers because others contain lot of local brands and in India there is a very big local market for inverters. But these local brands are not organized and hence dont contain the quality as the other

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organized brands have. If we list down the different companies in inverter industry in India it would stand as Microtek Luminous Sukam Kevin APC Emerson Numeric Genus Usha Videocon Whirlpool Hyundai Mahindra Xenon Birla Power Unitron Tez Amara raja 360 Crompton Greeves Pixel Onida PAE RCM True Power Prolite Dynamic Powertec

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Once the competitors are identified, the strengths and weaknesses of current and potential competitors have to be assessed. A competitors analysis has to be done among Technology Degree of Customization Cost Effectiveness Implementation After sales service provided to the customers

Competitors analysis provides both an offensive and defensive strategic context through which the company can identify opportunities and threats. Competitor profiling helps in efficient and effective strategy formulation, implementation, monitoring and adjustment. Indentifying the market leaders and the market followers helps the company to imbibe the company best practices followed in the market.

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Identify and analyze the segment to be targeted:

Objective of the Research:
The research is done in order to analyze the following: The different sectors in India using Inverters To identify the prime or the potential segment in the Indian market

90.00% 80.00% 70.00% 60.00% 50.00% 40.00% 30.00% 20.00% 10.00% 0.00%

82.50%

36.50%

Product

Home Inverters

High Capacity Inverters

Inference from the Research:

After the completion of the survey the data was converted into percentage form and graphically represented through a column chart. From the above chart it can be inferred that 82.5% of dealers dealing in small capacity inverters (Home inverters) whereas 36.5% dealers dealing in Higher capacity inverters. And from the collected data & also from current market scenario we see that there is very good market for higher capacity inverters like in Hospitals, Colleges, Defence, Petrol pumps, Schools, ATMs, server room etc. and there are still 63.5% dealers who are not dealing in higher capacity inverters yet, hence these dealers can be the future prospect for Kevin and higher capacity segment is

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the potential segment for Kevin. Kevin is the only manufacturer of ALBS-Automatic lift back-up system, which has very good future market because there are lots of buildings and future projects which require higher capacity ALBS for their lifts. So the sectors with potential prospects in the descending order are Buildings with Lift - ALBS Hospitals, Defence, ATMs Online UPS Corporate office Higher capacity Static UPS School, Colleges Higher capacity Static or Online UPS

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Identify and Analyze the USPs of Kevin and its competitors

Objective of the Research:
The research is done in order to analyze the following:

To identify the USP- Unique Selling Proposition of Competitors.

5.15% 19.78% Poor 0 4.25% 16.49% 31.87% Fair 15.68% 18% 9.57% 76.29% 45.05% Good 76.47% 78% 77.66% 2.06% 3.30% 3.90% 4% 8.50% Others Kevin Sukam Luminous Microtek 3.90%

Very Good

0.00% 10.00% 20.00% 30.00% 40.00% 50.00% 60.00% 70.00% 80.00% 90.00%

Fig: Service chart of different brands

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Pie Charts of different Brands:

Microtek
9.57% 4.25% 8.50% Very Good Good 77.66% Fair Poor

0% 18%

Luminous
4% Very Good Good 78% Fair Poor

Sukam
15.68% 3.90% 3.90% Very Good Good 76.47% Fair Poor

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Kevin
19.78% 3.30% Very Good 31.87% 45.95% Good Fair Poor

5.15% 16.49%

Others
2.06% Very Good Good 76.29% Fair Poor

Inference from the Research:

After the completion of the survey the data was converted into percentage form and graphically represented through a column chart & pie charts. From the above chart we can see that Microtek and Luminous are in top according to dealers in term of providing good service (after & before sale service). Others are also ahead in term of providing good service than Kevin, the reason behind that is others data contain many local brands who provides local service which can be accessed quickly. Kevin is behind its main competitors in terms of providing service and it cost them high. Many good dealers leave their business with Kevin because of this reason. But Kevin is improving in their service as they are extending their network. Their major competitors has good service because they has good network and now Kevin is also improving its network and we can hope their service will improve as their network extend. Microtek and Luminous use their good service option as their USP to sell their products. Kevin need to improve their service and quickly as possible if they want to compete with major brands in inverter market in India because service is one of the major factors customer will influenced from.

Launching of HELLO TV + value added services for BSNL To identify the USP- Unique Selling Proposition of Kevin.

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70.00% 60.00% 50.00% 40.00% 30.00% 20.00% 10.00% 18.69%

64.48%

Technology

14.95%

1.87% 0.00% Very Good Good Average Poor

Fig: Kevins technology

Inference from the Research:

After the completion of the survey the data was converted into percentage form and graphically represented through a column chart. From the above chart we can see that almost 84% dealers think that Kevin is very good or good in technology, better than its competitors. Hence we can sense that Technology is USP of Kevin. Kevin had first invented pure sine wave technology, Managing Director Mr. Jagdeep Chauhan is the inventor of pure sine technology (they has in-house R & D). Kevin not only sells this technology in the market but also OEMs to many big companies like whirlpool, Videocon, Onida etc. So with is research we can say that Kevin has best technology in inverters among inverter manufacturers but they need to maintain this as this is their main strength.

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Satisfaction of dealer from Kevin and its employees:

Objective of the Research:
The research is done in order to analyze the following: To identify how much dealers are satisfied with Kevin and its employees.

80.00% 70.00% 60.00% 50.00% 40.00% 30.00% 21.59% 20.00% 10.00% 0.00% Highly Satisfied Satisfied Average Poor 9.78% 3.40% 7.95% 2.17% 33.69% Kevin Employees 67.04% 54.35%

Inference from the Research:

After the completion of the survey the data was converted into percentage form and graphically represented through a column chart. From the above chart we can see that most of dealers are satisfied with Kevin brand, 10% dealers are highly satisfied with Kevin, 55% dealers are satisfied with Kevin whereas 33 % think Kevin as an average brand, from this data we can say that dealers are satisfied with Kevin but need to convert these 36% who thinks Kevin is average or poor brand into satisfied dealers. On other side, employees of Kevin doing good job, 70 % dealers are satisfied with Kevin employees. But as Kevin, Kevin employees also need to improve as still 30% dealers does not happy with Kevin employees, employees need to reduce this percentage and need to provide more support to the dealers.

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Overall we can say that around 70 % dealers, among our target dealers, are satisfied with Kevin and its employees but they both still need to improve more to gain trust of other dealers or customers.

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SWOT Analysis - Kevin

STRENGTHS -------------------TO BUILD ON WEAKNESESS ----------------TO COVER ON OPPORTUNITIES ------------TO CAPTURE THREATS -----------------------TO DEFEND ON

Strengths: Major strength of Kevin is their Technology- pure sine wave inverters/UPS. They are best in technology. Kevin has very wide range of products 600 VA to 100 KVA- home inverters, Online UPS, Static UPS, ALBS. Weakness: Service is the real weakness of Kevin but it can be improve with extending network. High price is another weakness but it is not a very big weakness as high price is due to good technology implementation. Another weakness of Kevin is very less market awareness but it will improve because its a new brand. Opportunities : Kevin has very good opportunities in higher capacity inverters like ALBS in buildings, Static UPS in corporate offices , Online UPS in petrol pumps, ATMs etc.

Threats:
The market is saturated with inverter manufacturers with both branded as well as local manufacturers. The competitors are in business for many years and have success stories to their credit so a customer looking for a power back-up solution would be interested in these well established competitors.

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Business to Business sales And Channel Management:

Business-to-Business sales is the marketing of goods and services to businesses in order to keep those companies operating. Business-to-business marketers promote goods and services that will help other companies run. Some of the things businesses produce for other businesses include equipment, components, raw materials, processing services, supplies and certain software products. In case of Kevin they supply their products to other inverter companies as OEMs, and also they B2B with dealers also. They does not sell their products directly to customers, they did it through dealers. Kevin does their business with other companies as B2B and with dealers through channels. Channel management, as a process by which a company creates formalized programs for selling and servicing customers within a specific channel. Kevin use channels like:

Kevin

Distributor

Dealer

Customer

Fig: channel management of kevin

Kevin use channel management for their business. They deal with distributors who again deal with dealers and dealers actually sell product to real consumers.

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Following are the steps followed for business to business sales:

Raw Database Qualified Database Telemarketing Re-Approach Demonstration of Product Quotation and Proposal Sales Closure

a) Raw Database: Having identified the sectors a database is made on the same containing the demographic details, turnover and details of the contact person and marketing or sales manager of companies. A database of more than 7000 dealers and other inverter companies were made by referring to various websites like www.justdial.com www.sulekha.com www.globalaccess.net.in

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etc. and also from marketing executives of Kevin by personally collecting information about dealers and other companies who want supplier of inverters.

b) Qualified Database: After the database is prepared the potential leads are identified by referring to the sale and the requirement. All the dealers who are dealing in higher capacity inverters are mostly taken into consideration. This sort of targeting is usually done because higher inverters are expensive and every dealer cannot afford to spend large amount. So the company try to find those dealers who are financially strong enough to do business in higher capacity inverters.

c) Telemarketing:
Telemarketing is a method of direct marketing in which a salesperson solicits to prospective dealer to buy products or services, either over the phone or through a subsequent face to face meeting. Similarly phone calls are made to the respective sales or marketing managers of the potential leads (Companies) in order to understand their current process and whether there is any need for OEM or not. Then we make a lead generation report of the interested companies who want to deal with the Kevin. An e brochure with price list will be send to them.

d) Re-approach:
After the details of the product have been sent to the company a thorough research is done on the company/dealer profile. The company/dealer is contacted again in order to gauge their response after going through the brochure.

e) Demonstration of the product:

If we get a positive response from the company/dealer an appointment is fixed for the demo of the product. A research is done on the potential requirement of the company/dealer before the demo is given.

Quotation and proposal:

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Considering all the additional requirements, a final Quotation is sent to the Company/dealer. After negotiation between the two parties a final price is determined and a written proposal is made.

f) Sales closure:
Ones the deal is finalized there is signing of contract between the two parties will be done.

Promotional strategies for Kevin:

The promotional strategies proposed are based on two main objectives: Lead Generation- The advertisement should be designed to persuade the reader to contact the advertiser to discuss a potential purchase. Branding- Advertisement that reinforce consumer perception of the brand, organization or product by frequent exposure. Inverter is such kind of a product in which dealer plays a very big role. Dealers influence the purchase of customers because they are the front end whereas the manufacturer is the back end to the customers. Dealer can make a bad product into a good product or good product into a bad product by just their words because most of the people believe on them and dealer convince them and gain their trust. So its a good idea to do branding about their brand through these dealers. Company needs to give support to these dealers for branding like giving them POPs, banners, brochure etc with some local advertisement like newspaper advertisement along with T.V. advertisement.

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Chapter 3:
Summary of the Chapter: Market Inhibitors in India Learnings from the SIP

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Market Inhibitors in India:

Lack of awareness about Kevin
The awareness about Kevin are still less in India. During my telecon to different dealers there were certain dealers who were not aware of Kevin inverters.

Low awareness of benefits

Even if the dealers are aware of the Kevin inverters they are not aware of the benefits of pure sine wave inverters as compare to square wave inverters.

Learnings:
During my Summer Internship Program at Kevin power solutions Ltd I had an enriching experience where there was practical learning, development of skills and enhancement of knowledge. Following are some of the learnings imbibed by me during the internship.

Exposure to B2B Marketing and channel Management

There was a great deal of learning with respect to the process followed in the Business to business marketing and channel management. I was exposed to the steps followed by the company in its endeavor to market its product i.e. from identifying clients from the database to telemarketing to sales closure. There was something to learn from each step in the B2B marketing process. It not only enhanced my marketing knowledge but gave me an insight into how corporate dealings take place and how Business to Business marketing is different from Business to Customer marketing.

Technical Knowledge
Being a person from the Bachelor of Engineering in computer science background I learnt a lot about the electrical industry and the products it deal in. I learnt about pure sine wave, square wave and modified square wave technologies used in manufacturing inverters and UPS, for what purpose it is used, and what are its benefits.

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Being a fresher it was good to be the part of an company like Kevin Power solutions Ltd. The company taught me how to do my work in the most professional manner. It taught me how to sharpen and develop my personal skills and use it for the betterment of the organization. I was exposed to the chain of delegation of that is followed in the corporate world, how the upward and the downward communication take place.

Communication Skills
During the course of the internship I had to communicate to top level Marketing and Sales Managers of companies. This helped me to develop my communication skills and instilled in me the confidence to communicate freely with any person. Not only the people outside the organization but conversing with people within the organization like my superiors and colleagues helped me in developing my communication skills. During my initial days at Kevin I was quiet reluctant to take questions from clients but with passage of time I mastered the art of handling pressure situations and talk my way through it.

Consumer Behavior
During my telecon with the different dealers across India I found out that not all of them responded to the call in the same manner. Some were polite, some were not interested and some were rude. Earlier I found it difficult to keep an uninterested client engaged in what I was asking about the product of Kevin over the telephone. But as my skills developed I grasped the techniques that can be used to keep a client engaged during the whole conversation that takes place over the telephone.

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Reference:
Books: B2B Sales Stage
Marketing Management by Philip Kotler Market Research Marketing Research by Naresh Malhotra

Websites:
About the company www.kevinsolutions.net 2B Marketingwww.ck-blog.com About other brands and pricing

1. www.indiahousing.com 2. www.microtekdirect.com 3. www.luminousindia.com 4. www.su-kam.com 5. www.priceindia.in

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