Professional Documents
Culture Documents
PROJECT REPORT
ON
1
Acknowledgement
HARSHIT GULATI
2
TABLE OF CONTENT
CHAPTER-4
REVIEW OF LITERATURE
CHAPTER-5
RESEARCH METHODOLOGY
CHAPTER-6
DATA ANALYSIS & INTERPRETATION
CHAPTER-7
FINDINGS
CHAPTER-8
LIMITATIONS
CHAPTER-9
CONCLUSION& RECOMMENDATIONS
APPENDIX
BIBLIOGRAPHY
3
CHAPTER -1
4
satisfaction and performance. However, satisfaction as the confirmation of
expectation has started to be conceptualizing almost as a threshold for customers. The
delivery of satisfaction is the minimum the customer expects.
In Allahabad Mobile Store has created its image in a very short period Mobile store is
best outlet for Mobiles and its accessories. It is attracting the customers with its good
services. Most of the customer satisfied by Mobile store services and facilities.
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CHAPTER -2
Project Title:
Objective of project:
Primary objective:
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To study the customer awareness about Virgin Mobile in Mobile Store.
Secondary objectives
Scopes:
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CHAPTER -3
8
About The Mobile Store:
The Mobile Store format is a one stop mobile solution shop that provides,
multi brand handsets, accessories, connections, repairs, VAS etc all under one
roof.The Mobile Store currently has more than 1050 outlets and the vision is
to have a network of 2500 stores by 2010 across 650 cities, thus covering
virtually every major town in every state across India.
The Mobile Store outlets are in three formats: Large - 1000-1500 square feet,
Medium- 800-1000 square feet and Corner-150-200 square feet, with smaller
formats located primarily in large malls.
Key thrust areas for the retail format are: Comprehensive Product Range,
Knowledgeable Store Staff & Interactive Environment, Competitive Prices
and Handset Repairs.
The Mobile Store caters to the Indian consumer's choice of the widest and
most comprehensive range of mobile phones with special offers from all the
key brands available across the globe. The Mobile Store offers complete
telecom solutions right from handset purchase to the choice of service
operator and miscellaneous services like monthly bill collections etc., the
stores also offer connections (pre paid and post paid), accessories and VAS
including the latest ring tones, wallpapers and gaming and prompt after sales
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service, available not only in the city of purchase but in all The MobileStore
outlets across the country.
The Mobile Store has categorized its mobile device offerings into consumer
segments keeping in mind the profiles and needs of different consumers. The
unique segments available in The Mobile Store The Mobile Store are:
Business - PDA & Smart phones, Emails, data transfer etc., Lifestyle -
Fashion phones, Look and elegance, Fun - Multimedia & music, camera,
games, wacky ring tones and wallpapers, Value for Money - Special offers,
discounts and budget phones.
All major handset brands like Nokia, Sony Ericsson, LG, Samsung, Motorola,
Fly, Sagem, HP, I Mate, Dopod, HTC and Blackberry are available at the
store. The Mobile Store has also tied up with all leading operators including
Airtel, Vodafone, BPL, Idea, MTNL/BSNL and Reliance, Tata Indicom.
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including Airtel, Vodafone, BPL, Idea, MTNL/BSNL and Reliance,
TataIndicom.
Virgin has promoted itself as the brand for young India, keeping the Indian
youth as its target customer segment. The idea behind targeting this segment
can be found inherited in virgin’s business model. The different marketing
perspectives are explained in fig 1.
11
So, in mobile sector where all other players are trying to provide similar service to
different customer segments, virgin is targeting specific segment with tailor made
plans keeping its long term goals in mind.
Tata
Online Retail
Teleservice
Bluedart selling Access
s
Samsung
VIRGIN MOBILE
BRAND
b) Red and vibrant website look with youth focused language (Fig 2)
d) Getting paid for incoming calls: a source of recharge option for youth
TARGET MARKET:
13
The Virgin Mobile Brand, targets Indian youth aged between 14 and 25 years.
There are 215 million people in this age group. Out of this, 70 million own a
mobile phone and this segment is expected to add another 50 million new
subscribers in the next three years. Though young subscribers constitute only
30 percent of the total mobile subscribers, they contribute more than 50
percent of the revenues of telecom industry. By 2010 this group is expected to
contribute 60-70 percent of total revenues.
The distinct mobile phone usage habits of the young users provide a huge
advantage to Virgin Mobile. They make more and longer out-bound voice
calls, which means huge billing potential for service providers. The usage of
SMS, data services in the form of mobile internet, mobile shopping and other
value added services like ring tones, caller tunes, wallpapers, etc are very
high in this group which again provides a huge opportunity to be tapped.
Moreover young users have a short handset up gradation cycle-under 12
months as compared to two years for people above 25 years of age.
The company knows that they are trying to position themselves into a very
established and competitive market. They understand the fact that they cannot
start making profit from day one neither they have plans for it; they anticipate
to achieve a subscriber base of 5 million in next three years and will make
profit afterwards they will be able to break even in three year or so.
According to the patron, Sir Richard “We want to deliver a more tailored and
relevant offering for a single segment.” Company targets only 10% of the
above mentioned segment and have plans to acquire and retain them by
various innovative propositions, some of them are-
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c) A brand truly meant for the young India which is reflected at each & every
touch point.
a) Easy to change the handset from a wide range of handset providing at very
reasonable prices.
c) One customer care officer dedicated for all queries of one customer leading
to transparency.
f) No monthly bills.
Various steps that Virgin is taking to add value to the customer are on price,
quality, technology and social front. Company is providing the best prices in
whichever plan you go, quality of signals is not only comparable but better
than most of the service providers, on technology front it is the first in India
to go for one-touch VAS access from every Virgin Mobile.
MARKETING MIX:
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The marketing mix is the combination of marketing activities that an
organisation in so as to best meet the needs of its targeted market.
Product: Virgin Mobile offers six RUIM enabled handsets with colour screen,
FM radio and include one touch access for V bytes-Virgin Mobile’s VAS
portal.
Price: The handsets are priced in the range of Rs2000-5000.The call tariff is
very nominal which is 50p per call both local and STD subject to terms and
conditions.
Place: The focus of Virgin Mobile on customer acquisition has so far been in
the top 60 cities of India and is set to extend to more cities. The product is
available across a host of modern retail outlets The Mobile Store, Hotspot,
RPG Cellucom, Croma etc.
Promotion: Virgin Mobile entered the Indian market in grand style. The
company surprised the readers of a leading Indian daily when all the headlines
on the front page were in the colour red. Virgin Mobile has used a very
vibrant colour to relate itself with the targeted market. Apart from traditional
media, internet and outdoor youth centric advertising has been used wisely to
attract the targeted audience.
DISTRIBUTION CHANNEL:
Virgin mobile makes its products available to the customer by both retail
stores and online distribution.
Selective Distribution:
Virgin mobile has selected some retail outlets to distribute its products. It
does not follow the strategy of intensive and exclusive distribution. The
strategy of selective distribution helps the company gain optimum market
coverage and more control but at a lesser cost than intensive distribution.
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retail outlets including The Mobile Store, Univercell, Croma, Convergem, Big
C, Vishal Mega Mart, Vijay Sales and Sangeetha to name a few. Apart from
this, the handset will also be available in 34 kiosks in high traffic malls across
the country.
Online Distribution:
Virgin Mobile India has announced that customers can now buy Virgin Mobile
branded products and services online. They just need to select the handset,
plan and number of their choice by filling an online form. Post the payment
transaction, handsets will be delivered to the customer within 24 - 48 hours
and the requisite documents for proof of identity will be collected in person.
Customers taking advantage of online shopping will also be offered additional
talk time, extra messages as well as other freebies.
For the delivery of the ordered products Virgin Mobile has tied up with Blue
Dart.
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COMPETITION:
Virgin Mobile has entered into a very competitive industry where Airtel,
Vodafone and Reliance are the dominant players. Virgin Mobile faces stiff
competition from Reliance CDMA phones. Virgin Mobile have taken a
‘hatke’ route and launched the brand in the youth segment. The tie up with
Tata Teleservices enables it to fight competition as the network quality of
Tata Teleservices was ranked first by DOT. The company is spending huge
chunks of money to promote their VAS services and it would be interesting to
watch out what Virgin Mobile plans to offer.
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CHAPTER -4
REVIEW OF
LITERATURE
19
consumers' techniques. Unless it pays due attention to its products and
services and consumers'
techniques. Unless it pays due attention to its products and services and
consumers' techniques. Unless it pays due attention to its products and
services and consumers' selling. It is also concerned with anticipating the
customers' future needs and wants, which are often discovered through market
research.
For a marketing plan to be successful, the mix of the four "Ps" must reflect
the wants and desires of the consumers or Shoppers in the target market.
Trying to convince a market segment to buy something they don't want is
extremely expensive and seldom successful. Marketers depend on insights
from marketing research, both formal and informal, to determine what
consumers want and what they are willing to pay for. Marketers hope that this
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process will give them a sustainable competitive advantage. Marketing
management is the practical application of this process. The offer is also an
important addition to the 4P's theory.
21
Operational marketing executes marketing functions to attract and keep
customers and to maximize the value derived for them, as well as to satisfy
the customer with prompt services and meeting the customer expectations.
Operational Marketing includes the determination of the marketing mix (4
Ps).
Four Ps - In the early 1960's, Professor Neil Borden at Harvard Business School
identified a number of company performance actions that can influence the
consumer decision to purchase goods or services. Borden suggested that all those
actions of the company represented a “Marketing Mix”. Professor E. Jerome
McCarthy, also at the Harvard Business School in the early 1960s, suggested that
the Marketing Mix contained 4 elements: product, price, place and promotion.
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Promotion: This includes advertising, sales promotion, publicity, and
personal selling, branding and refers to the various methods of promoting
the product, brand, or company.
Placement (or distribution): refers to how the product gets to the
customer; for example, point of sale placement or retailing. This fourth P
has also sometimes been called Place, referring to the channel by which a
product or services is sold (e.g. online vs. retail), which geographic region
or industry, to which segment (young adults, families, business people),
etc.
These four elements are often referred to as the marketing mix, [1] which a
marketer can use to craft a marketing plan. The four Ps model is most useful
when marketing low value consumer products. Industrial products, services,
high value consumer products require adjustments to this model. Services
marketing must account for the unique nature of services. Industrial or B2B
marketing must account for the long term contractual agreements that are
typical in supply chain transactions. Relationship marketing attempts to do
this by looking at marketing from a long term relationship perspective rather
than individual transactions.
23
relations, and personal selling. At its core, sales promotion is a marketing
activity that adds to the basic value proposition behind a product (i.e., getting
more for less) for a limited time in order to stimulate consumer purchasing,
selling effectiveness, or the effort of the sales force. As this definition
indicates, sales promotion may be directed either at end consumers or at
selling intermediaries such as retailers or sales crews.
Sales promotion stems from the premise that any brand or service has an
established perceived price or value, the "regular" price or some other
reference value. Sales promotion is believed to change this accepted price-
value relationship by increasing the value and/or lowering the price. Familiar
examples of consumer sales promotion tools include contests and
sweepstakes, branded give-away merchandise, bonus-size packaging, limited-
time discounts, rebates, coupons, free trials, demonstrations, and point-
accumulation systems.
In order to understand the basic role and function of sales promotion, one
must differentiate between sales promotion and other components of the
marketing mix. Sales promotion usually operates on a short timeline, uses a
more rational appeal, returns a tangible or real value, fosters an immediate
sale, and contributes highly to profitability. The idea of contribution to
profitability may be confusing. It is simply the ratio between what is spent on
a promotional mix compared to the direct profitability generated by that
expenditure. A few exceptions to the above characteristics do exist. For
example, a sweepstakes might use a very emotional appeal, while a business-
to-business ad may be very rational.
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Promotion is generally sub-divided in the textbooks into two parts:
• Above the line promotion: Promotion in the media (e.g. TV, radio,
newspapers, Internet) in which the advertiser pays an advertising
agency to place the ad
• Below the line promotion: All other promotion. Much of this is
intended to be subtle enough that the consumer is unaware that
promotion is taking place. E.g. sponsorship, product placement,
endorsements, sales promotion, merchandising, direct mail, personal
selling, public relations, trade shows
Marketing Communication-
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company/brand; Builds brand image; may stimulate short-term sales;
Impersonal, one-way communication; Expensive .
26
Indian Telecom industry is one of the fastest growing telecom markets in the
world. In telecom industry, service providers are the main drivers; whereas
equipment manufacturers are witnessing growth and decline in successive
quarters as sales is dependent on order undertaken by the companies.
• 3G spectrum auctions
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CHAPTER -5
RESEARCH
METHODOLOGY
Research Methodology
28
know not only the research method/techniques but also the methodology. It may be
noted, in the context of planning & development that the significance of research lines
in its quality and not in quantity. Researcher should know how to apply particular
research techniques, but they also need to know which of these methods or
techniques, are relevant and which are not, and what would they mean and indicate
and why?
Meaning of Research
This step is also research problem. Problem definition is the most critical part
of the research process. Research problem definition involves specifying the
information needed by management. The main objectives of the study are:
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To Creating the Awareness of Hotel Pristine Inn in among Corporates
in Pune.
To find out the level of customer satisfaction with the offers, discount
and services offered by Pristine Inn.
Primary Data
Secondary Data
Primary data:-
Primary data is the original data collected specifically for the problem.
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Qualitative measures: - Some marketers prefer more qualitative
methods for gauging consumer opinion because consumer actions do
not always match their answers to survey questions. Qualitative
research techniques are relatively unstructured measurement
approaches that permit a range of possible responses, and they are a
creative means of ascertaining consumer perceptions that may other-
Wise be difficult to uncover.
Secondary data:-
Data potentially useful in solving a current problem but that were collected
for a different purpose.
Contact methods:- Once the sampling plan has been determined, the
marketing researcher must decide how the subject should be contact:
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Personal interview: - Personal interviewing is the most versatile
method. The interviewer can ask more questions and record additional
observations about the respondent, such as dress and body language.
Personal interviewing takes two forms. In arranged interviews,
respondents are contacted for an appointment, and often a small
payment or incentive is offered. Intercept interviews involve stopping
people at a shopping mall or busy street corner and requesting an
interview.
For this project survey method was selected which was carried through person
interview. Because information from different customers was required.
Sample Survey
Census Survey
It is economical
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More detail information can be collected
Sample
Method of Sampling:-
In this project, the survey was done within the market that means probabilistic
convenience Sampling was carried out.
After the data was collected it was tabulated, analyzed and interpreted to the
conclusion reach.
Techniques Applied
Bar Chart:- A chart in which the length of the bar represents the amount of
the item associated with the bar.
Pie Chart:- A circle divided in to sections, such that each section represent
the percentage of the total area of a circle associates with one variable.
Types of Research
Along with this there may be 3 type of research methodology these are :-
They are –
Exploratory Research
Descriptive Research
Casual Research
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“Our research is based on the exploratory research.”
Exploratory Research
“The objective of this research is to gather preliminary information that will help us to
define the problem and to suggest any hypothesis.”
Which means first we have to define the problem and research objective? Then we
have to develop the research plan for collecting information. Now after collection data
we have to interpret those data for any suggestion,
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CHAPTER-6
Table No.6.1
35
Figure No.6.1
Data
Analysis
The
analysis
shows that
there is 3%
Customer’s
opinion for
excellent, 30% for Very good,37% for good and there is also 23% opnion is
average and 7 % for poor.
Data Interpretation
Virgin has a large no. of customers those are satisfied with the services, it
increase the customer relationship and also increase the sales of the company.
Table No.6.2
Figure No.6.2
36
Data Analysis
By the analysis we conduct that there is 5% for the excellent, 25% customer’s
opinion for very good,7% for good and also 0% for poor.
Data Interpretation
Service Time
Table No.6.3
Figure No.6.3
37
Data Analysis
By the analysis there is 3% response for excellent and very good, 47% for
good, 27% for average also there is 20% response for poor.
Data Interpretation
Table No.6.4
Figure No.6.4
38
Data Analysis
There is observed by the analysis that 18% opinion for excellent, 23% for
Very good, 39% good and also there is 20% for poor.
Data Interpretation
Virgin mobile has very good and huge customer care service, by this customer
can easily find the solution of the problem.
Table No.6.5
Figure No.6.5
39
Data Analysis
By the analysis there is 19% response for excellent, 34% very good, 27%
good and also for 20% poor
Data Interpretation
Virgin Mobile has good quality of customer care Services, where customer
gets the quick response of his queries; it makes the good relationship between
the company and customer.
Network Quality
Table No.6.6
Figure No.6.6
40
Data Analysis
The analysis shows that there is 17% response for excellent, 36% for very
good, 26% for good and also 26% response for poor.
Data Interpretation
Virgin mobile has good network quality; by the analysis it is found that there
is large no. of customers those are highly satisfied with the network quality of
virgin mobile.
Table No.6.7
Figure No.6.7
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Data Analysis
By the analysis there is 12% response for excellent,38% for very good,28%
response for good, and also 22% response for poor.
Data Interpretation
Virgin has large no. of satisfied customers by its services and offers. But in
rural area virgin is not so much successful.
.Virgin Connection
Figure No.6.8
42
Data Analysis
Data Interpretation
Table No.6.9
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Figure No.6.9
Data Analysis
By the analysis we conduct that there is 42% for price, 33% for mobile handset
compatibility, 12% for mobile service of friends and relatives, 6% for free extra
service like internet download,7% for others.
Data Interpretation
There is large no of customer price conscious and they prefer handset compatibility
like GSM or CDMA.
Table No.6.10
Figure No.6.10
44
Data Analysis
The analysis shows that there 21% for virgin,24% for reliance,7% for Tata Indicom,
24% for Airtel,24% for Vodafone.
Data Interpretation
Table No.6.11
Figure No.6.11
45
Data Analysis
By the analysis there is 68% response for yes and 32% response for no.
Data Interpretation
Table No.6.12
Figure No.6.12
46
Data Analysis
By the analysis there is 88% response for yes and 12% response for No.
Data Interpretation
Table No.6.13
Figure No.6.13
47
Data Analysis
By the analysis there is 14% response for yes and 32% response for no and 54% for
can’t say.
Data Interpretation
There is low customer response for switch to virgin mobile because of the CDMA
compability.
Table No.6.14
Figure No.6.13
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49
Data Analysis
By the analysis we conduct that 36% response for CDMA technology, 42% for
Limited handset, 8% for Price, 10% for Switching from existing handset, 4 % for
others.
Data Interpretation
There is huge response for CDMA Technology Problem and also for Limited
handsets.
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CHAPTER-7
FINDINGS
51
Findings
Virgin has a large no. of customers those are satisfied with the
services, it increase the customer relationship and also increase the
sales of the company.
Virgin mobile has very good and huge customer care service, by this
customer can easily find the solution of the problem.
Virgin has large no. of satisfied customers by its services and offers.
But in rural area virgin is not so much successful.
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CHAPTER-8
LIMITATION
53
Limitation
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CHAPTER-9
55
Conclusion of the Study
Telecom industry is seeing a rise as the trend goes and has potential for growth.
Taking into account the tele-density of 38.88% there is still unexplored market. The
competition is fierce with around 10 Service providers in most of the 18 circles and
also the implementation of MNP. The service providers have to be different and have
to stick to strict service norms and provide excellent customer service in order to hold
on to the market share. Thus there is intense competition in the market but at the same
time scope for development in rural areas. Airtel, Idea and Vodafone have taken up
initiatives to provide customized connections to Rural customers like Motor pumps
control system, loud speaker phone for illiterates and so on.
In a few words Telecom sector has a lot of scope for growth and the customers at the
same time have the benefit to choose from a wide range of service providers offering
various plans targeted to specific customers
It can be said that Virgin has created its image in a very short period in
Allahabad.
It is attracting the customers with its good services. Most of the customer
satisfied by Virgin mobile services and facilities.
56
Recommendations:
Virgin should try to promote its latest plans like 50 paisa STD calls in
advertisements.
Making customers aware about latest pricing will increase its market share in
terms of cost effectiveness.
Virgin should try to tap 14% of customer base who want to switch to virgin
but not able to switch because of existing non-compatible handset.
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Appendix
Please fill this questionnaire and rate Virgin Mobile on the following aspects from 1
to 5, with 5 representing excellent i.e. highly satisfied and 1 being poor i.e. highly
dissatisfied.
Ans: 1 2 3 4 5
Ans : 1 2 3 4 5
3. How satisfied are you with time gap between services sought and delivered?
2 3 4 5
1 2 3 4 5
5. How well does the customer care respond to the queries of the customer?
1 2 3 4 5
1 2 3 4 5
1 2 3 4 5
Name:
Address:
Contact No:
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Questionnaire for target customer’s expectation:
Note: - Please fill this questionnaire and help us in finding target customer’s
expectation from the firm. Please select the option which according to you is most
suitable:
a) Yes b) No
a) Yes b) No
a) Yes b) No
e) Others
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BIBLIOGRAPHY
REFRENCES
1. Website of www. mobilestore.com
2. Website of www.google.com
3. www.virginmobile.com
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