ABSTRACT

To understand the necessity of the launch of GSM technology,

an exhaustive research was done about the telecom industry with special focus on
mobile operators. Then, comparative analysis of value added services of all the mobile
operators in Chennai was done. Comparative analysis helped us to know the different
types of VAS and pricing patterns of the same. A survey was done to check the level of
awareness among the reliance retailers and another survey was done to know the type of
VAS customers. A comparative analysis of the tariff plans among the various players,
which gave insights into the pricing strategies. In the next phase, a survey was done to
know the most popular brand as per retailers and to know the various promotional
activities done by the various players in the market. Additionally, telephonic interview
were done to take a feedback from the existing customers of the reliance’s’ CDMA and
HELLO who have not recharged .All these surveys and interviews helped us to make a
questionnaire for the pricing and promotion of the GSM in Chennai. The questionnaire
was administered on 100 customers to collect the responses related to the pricing and
promotion. A Visit was made to the 240 outlets in Chennai and each retailer was
evaluated on standard parameters.
About Reliance-1.1
Reliance – Anil Dhirubhai Ambani Group, a descendant of the
Reliance Group founded by Shri Dhirubhai H Ambani , ranks among India’s top three
private sector business houses in terms of net worth. Its business ranges from
telecommunications (Reliance Communications Limited) to financial services (Reliance
Capital Ltd) and the generation and distribution of power (Reliance Infrastructure
Limited).

Reliance – ADA Group’s chief company, Reliance

Communications, is India's largest private sector information and Communications
Company, with over 71 million subscribers. It has established a pan-India, high-capacity,
integrated (wireless and wire line), convergent (voice, data and video) digital network, to
offer services spanning the entire infocom value chain.

Other major group companies — Reliance Capital and Reliance

Infrastructure — are widely acknowledged as the market leaders in their respective areas
of operation.

Its business includes, a complete range of telecom services covering

mobile and fixed line telephony. It includes broadband, national and international long
distance services and data services along with an extensive range of value-added services
and applications.

Reliance Mobile (formerly Reliance India Mobile), came into existence on 28

December 2002, on the occasion of the late Dhirubhai Ambani’s 70th birthday, was
among the initial initiatives of Reliance Communications. It marked the auspicious
beginning of Dhirubhai’s dream of ushering in a digital revolution in India. Today,
reliance can proudly claim that they are instrumental in harnessing the true power of
information and communication, by bestowing it in the hands of the common man at
affordable rates.
 Reliance Communications is the first operator to offer mobile
services on both CDMA and GSM platforms as it is already offering services in CDMA.

The company would launch GSM in 11,000 towns in the first phase
and in the next few months it would be available in 24,000 towns. The company would
also be participating in the proposed 3G auction next year and is planning an investment
of Rs2,000 crore-Rs4,000 crore on 3G network. RCOM was the first company which was
awarded dual spectrum and it has invested over Rs10, 000 crore in the last 15 months to
roll out the GSM network.

Telecom Industry-1.2
India has become one of the fastest-growing mobile markets in the
world. The mobile services were commercially launched in August 1995 in India.
Although mobile telephones followed the New Telecom Policy 1994, growth was tardy
in the early years because of the high price of handsets as well as the high tariff structure
of mobile telephones. The Telecom Policy in 1999, the industry heralded several pro
consumer initiatives, mobile subscriber additions started picking up. The number of
mobile phones added throughout the country in 2003 was 16 million, followed by 22
million in 2004, 32 million in 2005 and 65 million in 2006. The only country with more
mobile phones than India with 246 million mobile phones is China – 408 million.

India has opted for the use of both the GSM (global system for
mobile communications) and CDMA (code-division multiple access) technologies in the
mobile sector. In addition to landline and mobile phones, some of the companies also
provide the WLL service.

In the year 2008 the total GSM and CDMA mobile subscriber base
in the country was 375 million, which represented a nearly 50% growth when compared
with previous year.

GSM (Global System for Mobile communications: originally from

Group Special Mobile is the most popular standard for mobile phones in the world. Its
promoter, the GSM Association, estimates that 80% of the global mobile market uses the
standard. GSM is used by over 3 billion people across more than 212 countries and
territories.

Its ubiquity makes international roaming very common between

mobile phone operators, enabling subscribers to use their phones in many parts of the
world. GSM differs from its predecessors in that both signaling and speech channels are
digital, and thus is considered a second generation (2G) mobile phone system. This has
also meant that data communication was easy to build into the system.

The ubiquity of the GSM standard has been an advantage to both

consumers (who benefit from the ability to roam and switch carriers without switching
phones) and also to network operators (who can choose equipment from any of the many
vendors implementing GSM. GSM also pioneered a low-cost (to the network carrier)
alternative to voice calls, the Short message service (SMS, also called "text messaging"),
which is now supported on other mobile standards as well. Another advantage is that the
standard includes one worldwide Emergency telephone number, 112. This makes it easier
for international travelers to connect to emergency services without knowing the local
emergency number.

Newer versions of the standard were backward-compatible with the

original GSM phones. For example, Release '97 of the standard added packet data
capabilities, by means of General Packet Radio Service (GPRS). Release '99 introduced
higher speed data transmission using Enhanced Data Rates for GSM Evolution (EDGE).

MARKET SHARE OF VARIOUS OPERATORS IN INDIA

Service operator Subscriptions Market Share

1 Bharti Airtel 88382758 33.04%

2 Vodafone Essar 63340024 23.68%

3 BSNL 42673357 15.95%

4 IDEA 4001615 14.96%

5 Aircel 16761397 6.27%

6 Reliance Telecom 10353841 3.87%

7 MTNL 4003807 1.50%

8 BPL 2007303 0.75%

9 All India 267538640 100.00%

Market share of various GSM operators in Tamil Nadu

1.Aircel 35.41%
2.Airtel 28.40%
3.Vodafon 22.85%
e
4.BSNL 13.32%
TRENDS-1.3
1. Subscriber growth in India will continue, driven by rural expansion, entry of newer
operators, 3G and cheaper handsets.

2. Incumbent operators will face challenges (and opportunities) on four fronts: new
operators, mobile number portability, 3G and MVNOs.

3. Focus on Value-added Services and Data will increase in saturated, urban markets.
4. Mobile VAS operators which build direct-to-consumer relationships will start
emerging.

5. Flat-rate Data Plans will accelerate the use of the Mobile Internet, Social Media and
Rich Media.

6. Operators and/or handset players will launch AppStores to drive usage, innovation
and revenues.

7. Mobile Payments and Commerce will come into vogue for micro transactions.

8. Companies will create multi-faceted mobile presence to deepen customer

relationships and drive permission-based interaction and engagement.

9. The Mobile will emerge as the next advertising and marketing medium - and be seen
as capable of not just mass reach but also allow a high degree of targeting.

PRICING - 1.4
Pricing plays an important role in the launch of a new product. Various steps in setting
pricing policy are:
➢ Step1: Selecting the Pricing objective.

➢ Step2: Determining Demand.

➢ Step3: Estimating Costs.

➢ Step4 : Analysis Competitors’ Costs, Prices and Offers

➢ Step5: Selecting a Pricing Method.

PROMOTIONAL ACTIVITIES- 1.5

Promotions help organization to create awareness of their products
or services, or about the organization itself among the target audience. It then induces
interest, develops a desire and finally motivates consumers to take an action (in the form
of purchase). They are advertising, sales promotion and public relations.
  Above the line sales promotion

Above the line is a type of advertising through media such as TV,

cinema, radio, print, banners and search engines to promote brands. Major uses include
television and radio advertising, web and Internet banner ads. This type of
communication is conventional in nature and is considered impersonal to customers. It
differs from Below the line advertising, which believes in unconventional brand-building
strategies, such as direct mail and printed media

 Below the line sales promotion

Below the line sales promotions are short-term incentives, largely

aimed at consumers. With the increasing pressure on the marketing team to achieve
communication objectives more efficiently in a limited budget, there has been a need to
find out more effective and cost efficient ways to communicate with the target markets.
This has led to a shift from the regular media based advertising.

Below the Line uses less conventional methods than the usual
specific channels of advertising to promote products, services, etc. than Above the Line
strategies. These may include activities such as direct mail, public relations and sales
promotions for which a fee is agreed upon and charged up front. Below the line
advertising typically focuses on direct means of communication, most commonly direct
mail and e-mail, often using highly targeted lists of names to maximize response rates.
Another interesting and very effective BTL is Ssop Intercept. Trained sales personnel,
often young women, are deployed at Retail Stores, near the shelves of targeted products.
These young women convince customers visiting these shelves about the better aspects of
their brand compared with others. This is ideal for new launches as it generates trials,
which if successful result in repeat sales. In addition, above the line is much more
effective when the target group is very large and difficult to define. But if the target
group is limited and specific, it is always advisable to use BTL promotions for efficiency
and cost-effectiveness.

More recently, agencies and clients have switched to an 'Integrated

Communication Approach.' BTL is a common technique used for "touch and feel"
products (consumer items where the customer will rely on immediate information rather
than previously researched items). A BTL technique ensures recall of the brand while at
the same time highlighting the features of the product.

In a nutshell, while Above-the-Line promotions are tailored for a

mass audience, BTL promotions are targeted at individuals according to their needs or
preferences. While Above-the-Line promotions can establish brand identity, BTL can
actually lead to a sale. Above-the-line promotions are also somewhat impossible to
measure well, while BTL promotions are highly measurable, giving marketers’ valuable
insights into their return-on-investment.

According to EBS Worldwide, mainstream mass broadcast

marketing is increasingly being viewed as uneconomical, in terms of Return on
Investment, which is where BTL marketing fits in.

METHODS OF BELOW THE LINE SALES PROMOTION

➢ Price promotion
 Price promotions are also commonly known as" price discounting". These can be
done in two ways:

○ A discount to the normal selling price of a product.

○ More of the product at the normal price.

Price promotions however can also have a negative effect by spoiling the brand
reputation or just a temporary sales boost (during the discounts) followed by a lull
when the discount would be called off.

➢ Coupons
➢ Gift with purchases, also gifts certificates
➢ Competitions and prizes

This is an important tool to increase brand awareness amongst the target

consumer. It can be used to boost up sales for temporary period and ensure usage
amongst first time users.

➢ Money refunds

A customer receives a money refund after submitting a proof of purchase to the

manufacturer. Customers often view these schemes with some suspicion –
particularly if the method of obtaining a refund looks unusual or onerous.

➢ Frequent user/loyalty incentives

➢ Point-of-sale displays

PROMOTIONS ON THE LAUNCH OF GSM IN CHENNAI

 Reliance communication used ATL marketing and
below the line promotions .In the ATL line promotions they have used
newspapers- national as well as local. And also for the launch of GSM

DATE CAMPAIGN MEDIUM PUBLICATION

22/04/ NOW IN CHENNAI TAMIL DAILY THANTI
09
24/04/ Sirandha prepaid TAMIL DINA MALAR
09 ipodhu Reliance
GSM udan
27/04/ Sirandha prepaid TAMIL MALIA MALAR.
09 ipodhu Reliance
GSM udan

they have a tie up with the radio mirchi.

In BTL of marketing they have used free distributions of T –shirts, point

of sale display, competitions and gifts.
This was the advertisement which was published in the TIME OF INDIA
on the launch of

GSM in Chennai.
OBJECTIVES - 2.1

➢ Primary
✔ To analyze the various tariff plans available in the market
✔ To study the pricing patterns of reliance and other service providers
✔ To learn about the promotions of reliance and other service
providers.
➢ Secondary
✔ To check the level of awareness of VAS among the retailers and the
customers.
✔ To check the response of customers on different offers and tariffs.
✔ To learn about the distribution network for the BTL marketing.

SCOPE
The project will help the company to develop effective pricing &
promotions to target the customer. It also help the company to know their brand value form the
point of the retail & customer. The findings from the project could help the company to find a
relation between the sales & promotion

METHODOLOGY -2.2

➢ Type of research design: Exploratory studies.

Exploratory studies: It helps in understanding and assessing the critical issues of various
situations. It is not used in cases where a definite result is desired. The study results are
used for subsequent research to attain conclusive results for a particular situation.
Exploratory studies are conducted for three main reasons to analyze a situation, to
evaluate alternatives and to discover new ideas.. A combination of these techniques gives
rise to important exploratory techniques that are Secondary data analysis, Experience
surveys, and Focus groups.

➢ Sample size: A Sample of 100 customers.

➢ Sampling technique: Cluster sampling technique.

➢ Procedure – 2.3

The project is divided into two parts one is to analyze the pricing strategies for the
launch of GSM. In this part, secondary data analysis would be done and comparison
would be made with the other market players .It would also include collection of primary
data by administrating the questionnaire to the cluster of customers.

The sample is divided into 5 categories:

House wives.
Businessmen.
Employees.
College students.
Auto drivers.
Effectiveness of the promotions would be concluded by primary data survey of the retailers
and the customers.

➢ Limitations -2.4
1. Sample size is small.
2. Every promotional activity cannot be tracked down.
3. The study was carried within a short span of time from the launch of
GSM.
 4. Major proportion of respondents was unaware of value added
services.
➢ DISCUSSION -2.5
Before the launch of GSM
A) A survey was done to check the level of awareness among the reliance

retailers and another survey was done to know the type of VAS customers.

It was a pilot study which was done on the 30 customer .the purpose of the

the survey was to find the various value added services used by the

customers. The output from this pilot study helped us to form a

questionnaire for the retailer & customer survey.

B) A survey was done to check the level of awareness among the Reliance’s

retailers. A visit was made to the 19 Reliance’s web worlds in order to check the

awareness among the employee of the R-world. The result helped us to know

about the area of improvement.

C) Another survey was conducted to find out the retailers response regarding

the various GSM operators in Chennai. The main focus of the survey was

to find out the market the leader, important features of the different services

operator, type of customers using specific brand, commission given by the

company, most saleable pack & visibility of the various brand are

calculated.
 D) A survey was conducted to know the retailer feedback regarding Reliance‘s

landline – HELLO. To find out the whether the customer are using it for

incoming or for both outgoing & incoming. 50 retailer were participated in

this survey

After the launch of GSM

E) Questionnaire were design and methodology was finalized for the customer
response survey 100 customer were participated in this survey the main
focus of the survey were :

1. To find the response of the customer to the 3 pricing scenario which are

✔ If local call rate is decreased by 25 p & STD is increased by 25 p.

✔ If local call rate is increased by 25 p & STD is decreased by 25p but sms is
decreased by 50p.
✔ No change in the call rates but sms is decreased by 50paisa
This question gave us the inside about the various the pricing pattern that
can be used & sensitivity of the various pricing combination
2. Another question was framed so that we come to know about the interest
of the customer to the various value added services. The customer asked
to choose the one of the value added service which they are using or
which they would used in future

Caller tunes

Cricket score

Wap services.

Ring tunes
 Stock portfolio

3. Awareness about the launch of GSM in Chennai

4. Source of information by which the customer gets to know about the

offers provided by the various operators. It was the close ended question
& customer had to choose one out of the following

Sms Internet Retailers

Word of mouth Television Posters

 PLANPLAN
2 1
PLAN3
MRPMRP 75-80
45-50
MRP 95-99
VALIDITY
VALIDITY NIL.
LIFETIME
1.VALIDITY 10 After the analysis & the feedback from the retailers , these 3 plans
TALKTIME
TALKTIME
TALKTIME
0 20
30 days
were chosen for the survey
2. To find out the visibility of the service provider which reflect kind
LOCAL CALLS
LOCAL CHARGES
CALLS CHARGES
LOCAL CALLS CHARGES of promotion they are using
F) A visit was in the 240 outlet in Chennai for the
.JODI SAME
NO. .10Rs/min
.30Rs/min display contest & each retailer was evaluated on
.
NETWORK
TONo.
OTHERS Contest
.99Rs/min Points Conditions Additional
PROVIDER .99Rs/min
ALL
TO OTHERS .60Rs/min points
STD CALL CHARGES
STD CALL CHARGES
1. SIM pack display
STD CALL CHARGES
20 Minimum 20 SIM 2 points for
TO SAME 1 Rs/min
TO SAME contest1.5 Rs/min packs to be every
NETWORK
NETWORK
TO SAME 1 Rs/min
PROVIDER
PROVIDER
NETWORK displayed additional
PROVIDER 1.5 Rs/min
TO OTHER
TO OTHER 1.5 Rs/min pack
TO
OPERATORSOTHER 1 Rs/min
OPERATORS displayed
OPERATORS
2. SMS CHARGES
Posters
SMS CHARGES 10 Minimum 10 2 points for
SMS CHARGES
posters to be every
JODI NUMBER .10
SAME NETWORK .50Rs/sms displayed additional
SAME NETWORK Rs/sms1
PROVIDER
PROVIDER Rs/min
OTHER LOCAL .25 poster
OTHER LOCAL .50Rs/sms
OTHER LOCAL Rs/sms1
Rs/min
displayed
NATIOANL .50Rs/sms
3. NATIOANL
Creativity 1 Max 30 Use innovation and earn
Rs/min
INTERNATIONAL 5Rs/sms maximum 30 points.
INTERNATIONAL 5Rs/sms
4. Mystery Buyer
Contest
20 Recommend Reliance GSM
during the random mystery buyer
visit and earn points per visit

certain parameter
 DATA ANALYSIS - 3.1

After inspecting these 259 retailers what have found on analysis average score
was between 50- 70 which represented 70% of the population and 14% fall in the
category of 0-30 and remaining 16% fall in the above 100 category.
 RESULTS OF THE CUSTOMER SURVEY

➢ EXISTING CONNECTIONS

Interpretation:

Out of the 100 customers who participated in survey 43% were Airtel users , 25 %
were Vodafone users ,22% Aircel users, 6% were Reliance users and 4% were BSNL
users. Reason for Reliance’s low count is because the survey was conducted only after 1
week of the launch of GSM

➢ RESPONSE OF TARIFF PLANS

Interpretation

In this question the participants were asked to select one tariff plan out of the
three plans. These plans were decided after the retailer’s feedback. On analysis it was
found that 66% chose plan 45-50, 24% chose plan 75-80, 10% chose plan 95-99.

➢ RESPONSE TO THE PRICING SCENARIO QUESTION

Interpretation:

The customers were given three scenarios:

Scenario 1: If local call rate is decreased by .25 Rs & STD is increased by .25 Rs.

Scenario 2: If local call rate is decreased by .25 Rs & STD is increased by .25 Rs.

Scenario 3: No change in the call rates but sms is decreased by.5 Rs.
On analysis it was found 54% said yes to the scenario one ,46% agreed on the scenario 2
and rest 10 % agreed on the scenario three.

➢ REPRESENTATION OF THE USAGE OF BOOSTER PACKS

Interpretation:

In order to check the responses of the customers regarding the booster pack , it
was foind that 62% uses booster for rate cutters and 46% donot use booster pack .

➢ RESPONSE ON THE TYPE OF VAS

Interpretation:

On the basis of the previous surveys, certain Value added services were mostly
known to the customers.

Again what we found that 46% are interested in using ringtones, 30% are using
and some would like to use caller tunes. And 12 % are wap services.

➢ RESPONSE OF THE NUMBER ONE BRAND IN THE MARKET

Interpretation:

From the point of view of customers 40% thinks Airtel is the number one player in
the market, 30% thinks Aircel is the number one player. And there perception was based
on the network connectivity and offers .
 ➢ VISIBILITY OF THE BRAND

Interpretation:

According to the customers the most visible brand is Airtel with a score of 43%
then closely followed by the Vodafone. And represents little share of 5%.

➢ SOURCE OF INFORMATION

Interpretation:
 Customers were asked about the source of information for offers. And it was
found that retailers are the main source of information for customers and 28% informed
that their source of information is word of mouth.

➢ RESPONSES TO THE LAUNCH OF GSM

Interpretation:

A question was asked to check the awareness among the customers about the
launch of GSM in Chennai .It was found that 67% of people knew about the launch of
Reliances GSM in Chennai.
 ➢ SOURCE OF INFORMATION ABOUT THE VAS SERVICES

Interpretation:

It was found that the customers come to know about the VAS mainly from SMS
and television.

SURVEY ON VALUE ADDED SERVICES:

Since, Value added service contribute around 5-10 % of the revenue for the
reliance’s CDMA. An analysis of the VAS services of all the operators was done and it
was concluded that the Vodafone is the number one player as far as value added services
are concerned. A short survey was done to know the response of the customers who uses
VAS.
 A questionnaire was administered on 30 customers out of which 54.5% uses caller
tunes,13.64 uses ringtones, 18.18 downloads wall papers,4.54 love messages,4.54
finance,13.64 wap services. This data helped us to frame a questionnaire in order to

check the awareness among the reliance retailers. Again, questionnaire was
administered, the results are as under:

AWARENESS SURVEY

On a visit to 19 R world stores and retail outlets which were allocated to us,
summary of the same is as under:

This question was based on subscription of caller tunes, price of caller tunes,
and unsubscription of caller tunes. Out of 19 outlets 7 fully informed us about
activation,6 partially informed,6 couldn’t inform.

Out of 19 retailers 2 said that leaflet is available and rest 18 said that leaflet are
not available.

Next part was to know the number one brand in terms of the retailers, why it was
chosen as number, important features of the particular brand, what type of customers uses
which connection, profitable brand of customers and most visible brand. Some of the
findings are:

RANK OPERATORS
 1. Airtel
2. Aircel
3. Vodafone
4. Reliance
5. BSNL

65% informed that Airtel is number one because of network

20% said offers
10 % informed about customer service.
90% said that all brands give same profit to retailers.

This table briefs us about the type of operators and the type of customers using them
 The most visible brand is in this order:

1. Airtel
2. Vodafone
AIRTEL 3. ALLAircel
TYPES OF CUSTOMERS
VODAFONE 4. STUDENTS
Reliance
AIRCEL 5. YOUNGTERS
BSNL
RELIANCE EMPLOYERS, BUSINESSMEN.
BSNL LOW INCOME GROUP

Visibility was calculated as:

• Fruit board = 20 points

• Posters = 10 points
• Leaflets = 5 points.

Out of the survey the most popular and sellable plans are:

Life time of all players

Neeyum Naanum Pack of Aircel,
RC 49 of Airtel.

SURVEY ON RELIANCE HELLO

 A survey was conducted among 50 retailers who
sell Reliance Hello Wireless Landline Phone.

No of customers visiting everyday on an average to enquire about

Reliance Hello: 54% retailers said 5 to 10 customers enquire everyday.

Customers who actually buy per month: 54% retailers said 0 to 3 customers buy Reliance Hello
everyday.

Do you inform about the necessity of recharging within six months.

About 70% retailers said yes while about 30% retailers said no.
Do you convey information about plans and tariffs?

About 91% retailers said yes while about 9% retailers said no.

Advantages of Reliance Hello as told by retailers to customers

34% retailers said network, 25% said cheap.

Models available

67% retailers said they have normal model available, 25% said they have both data
and normal model.
Stock available

48% retailers said they always keep 3 to 5 sets in their shop, 39% retailers said they always keep
3 to 5 sets in their shop.

Reason for buying Reliance Hello

79% retailers said customers buy Hello to use it for incoming only, 13% retailers said customers
buy for both incoming and outgoing.
Technical problems

52% retailers said there are no issues in the set, 30% retailers said there is battery problem in the
set.
 SUGGESTIONS-3.2

1. The company should promote their Value added services not only the customers

but also to their retailers.

2. Brand value of the reliance is low among retailers. To improve that heavy

BTL type of promotions is needed.

3. Relations with the retailers have to be improved, which will help the company

to reduce their promotional cost.

4. Visibility of the brand is still not up to the mark when compared with the

competitors like Airtel and Vodafone.

5. Customers are price sensitive especially about local calls. So, in order to the

increase the market share further rates could be decreased.

6. Distribution network should be improved because many retailers were unaware

of the display contest or they have not received the necessary material like

banners, posters.
 7. The company should improve their network connectivity as it is the most

important criterion which retains a customer.

CONCLUSION-3.3

Reliance provides best life time offer when compared to other offers

available in the market. Visibility of the reliance is still less when compared to other

players like Airtel and Vodafone. It is also concluded that the promotion for the

launch of GSM is a success as majority of the customers knew about it. Training of

the staff is very necessary as it would help n generating more revenue for the

Reliance.

TAKE AWAYS

 An overview of the telecom industry.

 Knowlege about the launch of a product.

 Exposure to various aspects of marketing like promotions, pricing

 and distribution.

 Enhancement of communication skills.

 Knowledge of competitive strategies and didtribution networks.

QUESTIONNAIRE FOR CUSTOMER’S RESPONSE

1.Which connection are you using?

2. What you would prefer?

If local call rate is decreased by 25 p & STD is increased by 25 p.

If local call rate is increased by 25 p & STD is decreased by 25p but sms is decreased
by 50p.
No change in the call rates but sms is decreased by 50paisa

3. Do you use booster pack? If yes which booster pack?

4. Out of the following value added services which you use or would like to use

Caller tunes Cricket score

Wap services. Ring tunes

Stock portfolio

5. How much you would like to pay if average rate for VAS is Rs30/month

6. As per you which is the most visible brand?

Airtel Aircel Reliance

Vodafone Bsnl

7. Which is the number one brand? And why?

 8 . How you come to know about offers?

Sms Internet Retailers

Word of mouth Television Posters

9. Do you know reliance has launched GSM ? If yes how?

10. By which medium you come to know about VAS services

11. Out of the following which plans you would prefer:

 PLAN2
PLAN1
PLAN3
MRP MRP 75-80
45-50
MRP 95-99

VALIDITY NIL.LIFETIME
VALIDITY
VALIDITY 10
TALKTIME 20
TALKTIME 0
TALKTIME 30 days
LOCAL CALLS CHARGES
LOCAL CALLS CHARGES
LOCAL CALLS CHARGES
QUESTIONNAIRE FOR RETAILER’S RESPONSE
SAME .30Rs/min
.JODINETWORK
NO. .10Rs/min
.
PROVIDER
TO OTHERS .99Rs/min
ALL .99Rs/min
TO OTHERS .60Rs/min 1. Which plan of the brand do you recommend? And why?
STD CALL CHARGES
STD CALL CHARGES
STD CALL CHARGES 2. Rank the following brands on Overall performance.
TO SAME 1 Rs/min Airtel Vodafone
TO SAME
TO SAME
NETWORK 1.5 1
NETWORK
NETWORK
PROVIDER Rs/min
Rs/min Aircel BSNL
PROVIDER
PROVIDER
TO OTHER 1.5 Rs/min Reliance
TO OTHER
TO OTHER 1.5 Rs/min
1 Rs/min
3. Why you have chosen this as a number one brand?
OPERATORS
OPERATORS
OPERATORS 4. What are important features of the above brands?
SMS CHARGES
SMS SMS CHARGES
CHARGES 5. Which service provider has cheapest call rates?
6. Which brand is profitable for you?
JODISAME
NUMBER
NETWORK.10 1
SAME NETWORK .50Rs/sms
Rs/sms 7. Do you have any issue with the above brands? If Yes, what
PROVIDER Rs/min
PROVIDER
OTHER LOCAL
OTHER LOCAL .25 1 are they?
OTHER LOCAL .50Rs/sms
Rs/sms
Rs/min 8. Which brand gives best value pack for customers? And
NATIOANL
NATIOANL .50Rs/sms
1 which pack?
Rs/min
9. Which plan is most saleable?
INTERNATIONAL
INTERNATIONAL5Rs/sms
5Rs/sms
10. What type of customers choose the following brands
Airtel Vodafone
Aircel BSNL
Aircel
11. Rank the Visible brands (Total score) No. of signage boards , Posters, Leaflets
Airtel Vodafone
 Aircel BSNL

Reliance

12. Any display contest organized for retailers by any of the brands?
13. Any special offers provided by the companies for the retailers?
*signage boards =20 points
Posters =10 points
Leaflets =5 points (Total score=35)

BIBLIOGRAPHY

Kotler.P.(2007), 12TH Edition,Marketing management, Pearson publication New

Delhi.
Business research methods, ICFAI Centre for management
Research,Hyderabad.
Ronald A.,(2003)Marketing your business,1st Edition, Pushp Print
Services,New Delhi.
Bitner, J. and Booms, B. (1981) Marketing strategies and organizational
structures for service firms, in Donnelly, J. and George, W. Marketing,
American Marketing Association, Chicago, 1981.
➢ www.ICOAI.com
➢ www.indiacellular.com
➢ www.airtel.in
➢ www.vodafone.in
➢ www.aircel.com