MBA PROJECT REPORT

A STUDY ON AWARENESS & PERCEPTION OF 3 G SERVICES OF BHARATH SANCHAR NIGAM LIMITED, CHENNAIA presentation byA.M.ASHFAQ ZAKI SDE(E)…………..Student of MBA.

RATIONALE FOR STUDY

3G SERVICES ROLLED OUT IN NOV 2009 BY BSNL IN CHENNAI

THIS STUDY WAS DONE TO ASCERTAIN AWARENESS & PERCEPTION OF 3G AMONG MOBLE USERS IN CHENNAI

3G SERVICES AWARENESS & PERCEPTION

OBJECTIVES SET

PRIMARY OBJECTIVE

EXPLORE AWARENESS OF 3G

ASSESS EFFECTIVENESS OF PROMOTION

MEASURES OF 3 G

IDENTIFY USAGE PATTERN OF 3G

OBJECTIVES SECONDARY INDUCE THE THOUGHT PROCESS OF

MOBILE USERS ON DISTINCT FEATURES OF 3G.

INDICATE PROBALBE USAGE OF 3G ENABLED PHONE & DATA CARD.

IDENTIFY IMPEDIMENTS FACED BY 2G CUSTOMERS TO 3G.

UNDERSTAND PERCEPTION OF PEOPLE ON BSNL AND ITS 3G SERVICES.

RESEARCH PLAN1.POPULATION SURVEY USING QUESTIONNAIRE THROUGH DIRECT CONTACT THROUGH E-MAIL USING SURVEY SOFTWARE

QUESTIONPRO.COM

2.SAMPLE SIZE: 200

3.DURATION: FEB 2010 & MARCH 2010

4.AREA SURVEYED: CHENNAI REGION

5. SURVEY COMPLIMENT: THE DIRECT RESPONDENTS WERE GIVEN A PEN WITH INSCRIPTION OF TWO MAIN FEATURES OF BSNL’S 3G SERVICE AS AN INSENTIVE FOR PARTICIPATION.

6.INSENTIVE WILL AID IN POSITIONING THE BRAND .

ABOUT QUESTIONPRO.COM

WEB BASED SOFTWARE FOR CREATING

AND DISTRIBUTING SURVEYS.

CONSISTS OF TOOLS FOR

CREATING SURVEY

DISTRIBUTING SURVEY VIA EMAIL OR

WEBSITE

ANALYZING AND VIEWING RESULTS.

RESULTS ARE AVAILABLE IN REAL TIME.

AGE PROFILE OF RESPONDENTS

7%

59%

20%

10%4%

Less than 20 yrs 20 - 35 yrs 36 - 45 yrs 46-55 yrs

more than 55 yrs

Student14%

Professional47%Business

8%

Service26%

Home maker3%

Other2%

Occupation OF RE-SPONDENTS

Less than Rs.100/-

Rs.101 to 250/-

Rs.251 to 500/-

Rs.501 to 1000/-

Rs.1001 to 2000

More than Rs.2000/-

Series1 18 37 63 36 17 12

Series2 0.0983606557377049

0.202185792349727

0.344262295081967

0.19672131147541

0.092896174863388

0.0655737704918033

5

15

25

35

45

55

65

Mobile ExpenditureN

o o

f R

esp

on

den

ts

SMS

Downloading Ring tones

E-Mails/internet access

Voice mail

FM radio

Listening music/games

36.81%

7.18%

9.03%

2.31%

23.61%

21.06%

NON VOICE FEATURES CURRENTLY USED BY RE-SPONDENTS

Yes80%

No20%

RESPONDENTS ANSWER ON WHETHER THEY KNOW ABOUT 3 G SERVICES

0%

5%

10%

15%

20%

25%

30%

29%

9% 9%

15%

8%

1%

9%

20%

MEDIUM THROUGH WHICH THEY GAINED AWARENESS

Series1

MEDIUM TYPE

66%

34%

DOES 3G ADVERTISMENTS PROJECT FEATURES CONTAINED?

YesNo

Video Calling

Mobile Broadband

Mobile TV

Fastest video Download

Full Track Music Download

Video Conferencing

Online Gaming

Don’t Know

24.02%

18.86%

15.48%

9.61%

6.23%

14.41%

9.79%

1.60%

AWARENESS OF FEATURES AVAILABLE IN 3 G SERVICES

Series1

Yes53%

No47%

AWARENESS of 3 G data card service by BSNL

12%

29%

59%

PRICING AWARENESSKnow alreadyKnow about a few rates onlyKnowing from survey questionnaire info only

Rs.3000-5000

Rs.5001-7500

Rs.7501-10000

Rs.10001-15000

Rs.15001-20000

Above Rs.20000

No idea0%

5%

10%

15%

20%

25%

30%

35%

PERCEPTION ON THE PRICE OF 3 G HANDSET

Series1

Video

Cal

ling

Mob

ile b

road

band

Mob

ile T

V

Onlin

e Gam

ing

Full

trac

k M

usic Dow

nload

s

Video

Con

fere

ncing

29.55%26.91%

15.83%

4.75%7.65%

15.30%

PREFERED USAGE FEATURE IN THE 3G PHONE

30%

21%15

%

7%

9%

17%

Probable UsageProfession/Job/Business Personal ease EntertainmentImproved social status Early adoption to technology Can’t judge/decide right now

Cost o

f 3G H

ands

et

Cant c

hang

e(no

.pro

vide

d by

em

plo.

..

Under

CUG p

lan

with

oth

er o

pera

tor

Mob

ile p

hone

rece

ntly a

cqui

red

Seek

ing

mor

e Se

rvice

pro

vide

rs

Conte

nded

with

2G

Not w

illing

to cha

nge

mob

ile n

u...

31%

5% 7%14%

8% 7%

27%

IMPEDIMENT FOR SWITCH OVER TO 3 G SERVICE

21%

19%

22%

22%

9%7%

MOTIVATORS FOR MIGRATING TO 3 G SERVICE

Bundling of 3G handset & SIM CARD

Reduced video call charges between CUG

Unlimited data download during Night/Holidays

Reduced cost of 3G handset

Reduced mobile TV charges

SMS booster

Right now In near Future No

9%

72%

19%

RESPONDENT'S INCLINATION TO SWITCH OVER TO 3 G

Less than

20 yrs

20 - 35 yrs

36 - 45 yrs

46-55 yrs

more than

55 yrs

0

10

20

30

40

50

60

70

AGE GROUP VS OCCUPATION CHART

StudentProfessionalBusinessServiceHome makerOther

SPECIAL ANALYSIS ON FOCUS GROUP HAVING FOLLOWING OCCUPATIONS

PROFESSIONAL

BUSINESS

SERVICE

Less than Rs.100/-

Rs.101 to 250/- Rs.251 to 500/- Rs.501 to 1000/- Rs.1001 to 2000 More than Rs.2000/-

0

10

20

30

40

50

60

Monthly mobile expenditure VS OCCU-PATION

Professional Business Service

SMS

Downlo

adin

g Rin

g tones

E-M

ails/in

tern

et a

cces

s

Voice

mai

l

FM ra

dio

List

enin

g musi

c/gam

es0

20

40

60

80

100

120

140

CURRENT USAGE OF NON VOICE APPLICATIONS BY SELECT GROUP

ServiceBusinessProfessional

NO

O

F R

ES

PO

ND

EN

TS

Professional Business Service

82%

93%85%

18%

7%

15%

ANSWER FOR WHETHER SELECT GROUP KNOW ABOUT 3 G SERVICE

Yes No

Yes

No

Not Sure

67%

11%

22%

47%

0%

53%

83%

2%

14%

AWARENESS ABOUT WHETHER BSNL IS THE ONLY OPERATOR PROVIDING 3 G SERVICE

Service Business Professional

0%

5%

10%

15%

20%

25%

30%

35%

40%

MODE OF GAINING AWARENESS ABOUT 3G

ProfessionalBusinessService

Professional Business Service

67%

73%

67%

33%

27%

33%

WHETHER 3G ADVERTISEMENTS OF THE BSNL CORRECTLY PROJECT THE FEATURES CONTAINED IN IT

Yes No

Video

Callin

g

Mob

ile B

road

band

Mob

ile T

V

Fast

est v

ideo

Dow

nload

Full Tr

ack

Music

Dow

nload

Video

Con

fere

ncing

Online

Gamin

g

Don’t

Know0%

5%

10%

15%

20%

25%

30%

35%

40%

PERCEPTION ON FEATURES CONTAINED IN 3 G

Professional Business Service

Video

Cal

ling

Mob

ile b

road

band

Mob

ile T

V

Onl

ine

Gamin

g

Full

trac

k M

usic D

ownl

oads

Video

Con

fere

ncin

g0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

FEATURE THAT WILL BE USED ON AVAILING 3 G

Professional Business Service

Already Know Know about few rates only

Knowing from questionnaire info

0%

10%

20%

30%

40%

50%

60%

70%

3 G SERVICES-PRICING AWARENESS OF SELECT GROUP

ProfessionalBusinessService

3000-5000

5001-7500

7501-10000

10001-15000

15001-20000

Above 20000

No idea0%

5%

10%

15%

20%

25%

30%

35%

40%

PERCEPTION ON PRICE OF HANDSET

ProfessionalBusinessService

Cost o

f 3G H

andse

t

Cant c

hange

as M

obile

han

dset i

s pro

vided

by

emplo

yer

Under C

UG plan w

ith o

ther

Ser

vice

pro

vider

Mob

ile p

hone

rece

ntly a

cquire

d

Seeking m

ore

Service

pro

vider

s

Conte

nded w

ith 2

G

Not w

illing to

chan

ge m

obile

num

ber0%5%

10%15%20%25%30%35%

IMPEDIMENTS FOR MIGRATING TO 3G SERVICES OF BSNL

Professional Business Service

Bundling of 3G handset & SIM

CARD

Reduced video call charges between

CUG

Unlimited data download during Night/Holidays

Reduced cost of 3G handset

Reduced mobile TV charges

SMS booster0%

5%

10%

15%

20%

25%

30%

35%

MOTIVATORS FOR AVAILING 3G SERVICES OF BSNL

Professional Business Service

Right now In near Future No

12%

71%

18%20%

60%

20%

5%

84%

12%

MIGRATION TO 3 G

Professional Business Service

FINDINGS

80% OF THE POPULATION ARE AWARE OF 3 G SERVICES.

PRINT MEDIA & ELECTRONIC MEDIA HAS BEEN THE MAJOR SOURCE OF INFORMATION. (REGULAR NEWS FEEDS ON ‘3G SPECTRUM AUCTION’ HAS ALSO BEEN A CONTRIBUTING FACTOR FOR AWARENESS OF 3 G SERVICES).

BSNL TOLL FREE NUMBER DOES NOT FIND ITS PLACE AS SOURCE OF AVAILING INFO ON 3G SERVICES.

FINDINGS

20-35 AGE GROUP COMPRISING OF PROFESSIONALS, SERVICE, BUSINESS CLASS ARE MOSTLY AWARE OF 3 G SERVICE AND EVINCE KEEN INTEREST IN MIGRATION

SMS, LISTENING TO MUSIC AND FM RADIO ARE THE MOSTLY USED FEATURES IN CURRENT MOBILE PHONES.

ABOUT 1/3RD OF THE POPULATION PERCEIVE THAT BSNL ADS ON 3G DOES NOT PROJECT ITS FEATURES

FINDINGS MOST PERCEIVE THAT VIDEO CALLING

AND THE MOBILE BROAD BAND ARE THE POPULAR FEATURES IN THE 3 G SERVICES

ALMOST 50% OF THE MOBILE USERS HAVE NO KNOWLEDGE OF THE BSNL DATA CARD

FINDINGS ALMOST 60% OF THE MOBILE USERS SAY

THAT THEY COULD KNOW ABOUT PRICING OF BSNL’S 3 G SERVICES THROUGH QUESTIONNAIRE ONLY.

30% PERCEIVE THE COST OF HANDSET BETWEEN RS.7501-RS.10,000

25 % PERCEIVE THAT IT IS BETWEEN RS.5001-7500

THUS MANY WILL PREFER TO MIGRATE TO 3G WHEN MORE 3G MOBILE HANDSET IS MADE AVAILABLE IN THE ABOVE PRICE

FINDINGS

VIDEO CALLING, MOBILE BROADBAND AND VIDEO CONFERENCING WILL BE THE FEATURES THAT MANY MOBILE USERS PREFER TO USE WHEN THEY MIGRATE TO 3G SERVICES

FINDINGS 30% SAY THEY WILL USE THE 3G

FEATURES FOR PROFESSION/BUSINESS, 22% SAY THEY WILL USE IT FOR

PERSONAL EASE. COST OF 3G HANDSET AND

UNWILLINGNESS TO CHANGE THE MOBILE NUMBER ARE THE MAJOR IMPEDIMENTS TO CHANGEOVER TO BSNL 3 G SERVICES

FINDINGS

REDUCED COST OF 3G HANDSETS, BUNDLING OFFERS, UNLIMITED DATA DOWNLOAD IN NIGHTS/HOLIDAYS ARE THE MAJOR MOTIVATORS FOR AVAILING 3G SERVICES

ALMOST ¾ THE OF THE MOBILE USERS ARE INCLINED TO SWITCH OVER TO 3G IN THE NEAR FUTURE

PERCEPTION OF MOB USERS 3 G ADS OF BSNL

ADS LACK CLARITY LACK OF CONNECT BETWEEN 3 G AND IT IS

RELATION TO BSNL MOBILE SERVICES. FEATURES/FACILITIES/UTILISATION/PRICING

OF 3G SERVICES ARE TO BE PROJECTED TO CUSTOMERS.

FM RADIO AD NEEDS FINETUNING AND ATTRACTIVES.

DOES NOT PROJECT HOW IT IS MORE POWERFUL THAN 2G.

ADVERTISEMENT LACK ATTRACTIVENESS/NO LOCAL CELEBRITIES FEATURE IN ADS/NO LOCAL LANGUAGE USED

PERCEPTION ON 3G AND BSNL

GENERALLY PERCEIVE THAT IT IS A GOOD INITIATIVE BY BSNL AND ONLY VIEW THAT BSNL HAS TO SPRUCE UP ITS ADVERTISEMENT TO CATCH THE MARKET.

MOBILE USERS REPOSE FAITH THAT BILLING WILL BE ACCURATE IN BSNL.

MANY STATE THAT THE BSNL HAS TO SOLVE THE NETWORK PROBLEM AS THEY FACE CALL DROPPING, NO VOICE AND WEAK SIGNAL STRENGTH PARTICULARLY AT HOME.

PERCEPTION ON 3G AND BSNL

MANY PERCEIVE NEGATIVELY ON THE CUSTOMER CARE/ SERVICE AND HENCE SUGGESTED FOR IMPROVEMENT.

SOME SUGGEST THAT THE EMPLOYEES OF BSNL HAVE TO BE MADE AWARE OF THE 3 G SERVICES OF BSNL.

ONE SUGGESTION IS THAT BSNL HAS TO GO TO THE DOOR STEP OF THE CUSTOMER AND MAKE HIM AWARE OF THE 3G SERVICE.

PERCEPTION ON 3G AND BSNL

AS A WHOLE THERE IS A GREAT PERCEPTION ON BSNL AS A BRAND AND EXPECT BSNL TO SOLVE THE PROBLEMS OF NETWORK AND

CUSTOMER CARE.

RECOMMENDATIONS & SUGGESTIONS

BEING A NEW SERVICE PRODUCT ADS HAVE TO PROJECT THE PRODUCT FEATURES /VALUE DRIVEN FROM THE PRODUCT. AN ILLUSTRATION IS SHOWN NEXT.

BSNL 3 G

RECOMMENDATIONS & SUGGESTIONS

THE 3G TAGLINES “FASTER THAN YOUR THOUGHT”& “A GENERATION AHEAD”, HAS MADE A GREAT BRAND RECALL.

TO MAKE CLARITY THAT IT IS RELATED TO MOBILE SERVICE A MOBILE PHONE NEEDS TO BE SHOWN IN BACK GROUND.

BSNL MAY CASH IN ON THIS PUBLICITY OF THIS BRAND RECALL BY RELATING THESE TO THE FEATURES OF THE 3G.

AN ILLUSTRATION IS SHOWN IN NEXT SLIDE.

Call free:1800 180 1503

Mobile broadban

d

Mobile TV

Online games

Be A generation Ahead

Call free:1800 180 1503

RECOMMENDATIONS AND SUGGESTIONS

VIDEO CALLING, VIDEO CONFERENCING AND MOBILE BROADBAND CONSIDERED TO BE THE FAVOURITE NEEDS DOMINANT PROPAGATION IN PUBLICITY AND ADS.

BEING A NEW PRODUCT, THE FEATURES CONTAINED IN THE 3G SERVICE MAY BE PROPAGATED IN THE 3 G ADS, WITH CATCHY CAPTIONS. AN ILLUSTRATION IS INDICATED BELOW.

BSNL 3 G

RECOMMENDATIONS AND SUGGESTIONS

THE PRICING FEATURES HAVE NOT GONE DOWN TO THE PROBABLE CUSTOMERS. SO PRICING SCHEME HAS TO BE PROPAGATED/ ADVERTISED.

THE HANDSET MODELS IN BSNL PAMPHLETS REQUIRE UPDATION. SINCE THE FRONT CAMERA AND SPEED OF THE INTERNET ARE THE MAJOR SELECTION FEATURES OF THE HANDSET, THE CUSTOMERS SHALL HAVE TO BE EDUCATED IN THIS ASPECT

3G HANDSETS-NOKIA

Model. Video CallingBroadband

SpeedPrice as in Mar’ 2010

2730 Not possible 384 Kbps Rs.4000/-

5230 Possible 3.4 Mbps Rs.8100/-

E63 Possible 384 Kbps Rs.9500/-

N70M Possible 384 Kbps Rs.9500/-

6700C Possible 10 Mbps Rs.12500/-

3G HANDSETS-SONY ERICSON

Model. Video Calling BroadbandSpeed

Price as in Mar’ 2010

Naite Possible 3.4 Mbps Rs.6600/-

T715 Possible 3.4 Mbps Rs.9200/-

Jalou Possible 3.4 Mbps Rs.11000/-

W595 Possible 3.4 Mbps Rs.9800/-

W705 Possible 7.2 Mbps Rs.11800/-

3G HANDSETS-SAMSUNG

Model. Video Calling BroadbandSpeed

Price as in Mar’ 2010

STAR 3G Possible 3.4 Mbps Rs.9400/-

I450 Possible 3.4 Mbps Rs.11800/-

RECOMMENDATIONS AND SUGGESTIONS

SHOWROOMS SELLING 3G MOBILE PHONES ARE TO BE EQUIPPED WITH 3G DEMO SIM CARDS.

IF THE 3G PROMOTIONAL SIM COULD BE MADE AVAILABLE WITH THE MOBILE MODELS COMPATIBLE TO 3G, THEN THE CUSTOMERS MAY HAVE A CHANCE TO EXPERIENCE THE FACILITIES AND HENCE BECOME BSNL CUSTOMERS.

RECOMMENDATIONS AND SUGGESTIONS CONTACT NUMBERS TO KNOW/AVAIL 3G

SERVICE IS TO BE PREDOMINANTLY INDICATED IN ALL STORE DISPLAYS/ PAMPHLETS.

MODES OF AVAILING 3G SERVICE IS TO BE PUBLICIZED--- AN ILLUSTRATION IS SHOWN IN NEXT SLIDE.

MODE OF AVAILING 3G SERVICE BY SMS

RECOMMENDATIONS AND SUGGESTIONS A MECHANISM TO CALL THE HIGH

VALUE MOBILE CUSTOMERS OF BSNL AT THE FIRST INSTANT, TO INFORM THEM ABOUT THE BSNL 3 G VALUE AND PRICE FEATURES, IF ESTABLISHED MAY IMPROVE THE PROSPECTS OF INCREASE IN SALES.

CERTAIN TECHNICAL SNAGS SUCH AS 3G SERVICE AVAILING THROUGH WWW.CHENNAI.BSNL.CO.IN EXPIRED OFFER RELAYED AMIDST INTERACTION WITH THE CUSTOMER CARE EXECUTIVE ON TOLL FREE NUMBER 1503 ETC, HAS TO BE ATTENDED TO

RECOMMENDATIONS AND SUGGESTIONS ENTIRE CUSTOMER TOUCH POINTS

NEEDS CAREFUL STUDY , IN THE CUSTOMER PERSPECTIVE TO FURTHER ENHANCE CUSTOMER SERVICE EXPERIENCES(IRCTC’S NEW BETA VERSION MAY SERVE AS A MODEL)

MANY HAVE ECHOED ABOUT THE WEAK NETWORK AND NETWORK PROBLEM. HENCE NETWORK COVERAGE NEEDS STRENGTHENING. WHILE TAKING SURVEY IN THE AREAS OF BROADWAY, RADIO MARKET IN MOUNT ROAD, TRIPLICANE ETC.,, THE NETWORK COULD NOT BE ESTABLISHED. PARTICULARLY RADIO MARKET BEING A HUB FOR SALES AND SERVICE OF MOBILE HANDSETS, THE SIGNAL AVAILABILITY IN THIS AREA NEEDS STRENGTHENING ON PRIORITY.

RECOMMENDATIONS AND SUGGESTIONS PROFESSIONALS, SERVICE PERSONNEL

AND BUSINESS CLASS IN THE AGE GROUP OF 20-35 YEARS ARE FOUND TO EVINCE INTEREST IN 3G. SO THIS POPULATION MAY BE ACTIVELY TARGETED FOR GENERATING BUSINESS VOLUME.

BUNDLING OF 3G HANDSET, REDUCED VIDEO CALL CHARGES BETWEEN CUG, UNLIMITED DOWNLOAD DURING NIGHTS/HOLIDAYS ARE FOUND TO BE THE PRINCIPAL MOTIVATORS TO AVAIL 3G SERVICES. THIS ASPECT NEEDS FURTHER EXPLORED BY BSNL TO ATTRACT CUSTOMERS

PROPAGATION OF 3G DATA CARD AWARENESS IS LESS. THIS FACTOR HAS TO BE CONSIDERED IN ADVERTISEMENT

ACKNOWLEDGEMENT

SPECIAL THANKS TO

GM(MARKETING) FOR APPROVING THE PROJECT WORK

DGM(MARKETING) SRI.MOHAN FOR COMPLETE GUIDANCE,SUPPORT AND ENCOURAGEMENT

OUR PEERS IN MARKETING WING OF CHTD FOR PROVIDING ACTIVE SUPPORT

THE NEW COLLEGE INSTITUTE OF MANAGEMENT THE BEST ONE IN IMPARTING QUALITY EDUCATION PARTICUARLY FOR PART TIMERS.