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    A

    PROJECT REPORT

    ON

    Sales & Promotion of Virgin Mobiles

    Submitted in partial fulfillmentof the requirement for the award

    of

    (__________)

    Submitted by: Under the guidance of:

    BHARATI VIDYAPEETH UNIVERSITY, SDE

    ACADEMIC STUDY CENTRE; BVIMR,

    NEW DELHI

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    Acknowledgement

    My Special Thanks and gratitude to Mr. Vinay Kumar Singh (S.M), of

    Virgin Mobile for his generosity, cooperation and superb guidance that helped

    me in completion of my project report.

    I am also thankful to Mr. S.S.Vernekar, for their encouragement and

    motivation which was a great source of inspiration.

    I am extremely grateful to Mr.Tarun Mehta (Operation. Manager) and theentire staff of Mobile Store for their cooperation and generosity. Their

    experience helped me a lot in doing my project.

    HARSHIT GULATI

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    TABLE OF CONTENT

    TITLE PAGE No.

    CHAPTER-1

    RATIONAL STUDY

    CHAPTER-2

    PROJECT TITLE

    OBJECTIVE OF STUDY

    SCOPE OF THE STUDY

    CHAPTER-3

    PROFILE OF THE COMPANY

    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

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    CHAPTER -1

    Rationale for the Study

    In todays intensely competitive, rapidly changing and highly complex environment

    characterize by diminishing customer loyalty, the need to be market focused and

    customer centric is more critical than any other time in past. It is highly imperative for

    every organization to retain and use valuable information about their customer to

    enhance their business strategies and product and service offerings. Today, the keyfocus area of much organization is identification of a link between customer

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    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.

    This project is totally focusing on the consumer preferences towards

    different sales promotion techniques means which sales promotion technique is

    mostly preferred by the customer in the city of Allahabad (Uttar Pradesh). As the

    sales promotion techniques are used for the marketing of the product so the research

    has done in the area of marketing. Today every firm is facing the situation of cut

    throat competition. So it becomes very important for every firm to promote its product

    otherwise it cannot survive in the market. These techniques are used in the marketing

    of product in the last stage which is called retailing. It is the stage from which the

    product directly goes in the hand of customer and today India is standing on the

    threshold of retail revolution and witnessing a great change in its retail landscape i.e.

    from unorganized retailing to organized retailing. Retail is growing with an annual

    rate of 40%. Its contribution towards GDP is 11% and towards employment is 8%. So

    after agriculture retailing is one of the biggest sources of employment in the country

    and is one of the largest industries in India. Although retail industry has existed in our

    country for centuries but it is only the recent past that it is witnessing such atremendous growth.

    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

    Objective of the Study

    Project Title:

    Sales and Promotion of Virgin Mobile in mobile Store in Allahabad

    Objective of project:

    Primary objective:

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    To study the customer awareness about Virgin Mobile in Mobile Store.

    To enhance the sale of Virgin Mobile in Mobile Store.

    To know the reason for the loss of inventory.

    Secondary objectives

    To analyze the customer buying behavior.

    To find out the satisfaction level of the Virgin mobile customers at

    Mobile Store.

    To study the effect of event and promotion.

    To make various suggestion on the improvement of Virgin Mobile in

    Mobile Store.

    Scopes:

    Study is restricted to various parts of Allahabad which include:LGF,

    Atlantis Mall Allahabad Purana Katra.

    Time frame-there is limited time of two months June to August 2009.

    Analyze the consumer buying behavior at Mobile Store.

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    CHAPTER -3

    Profile of the Company

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    About The Mobile Store:

    Mr. Rajiv Agarwal, CEO and

    Director, The Mobile Store

    Limited, heads India's first

    countrywide chain of telecom retail

    outlets. "The Mobile Store" is an

    Essar Group venture, set to

    introduce a pan-Indian network of

    retail telecom outlets. The Mobile

    Store offers a world class shopping environment, with state of the art

    technology.

    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 undertaken

    an extensive training program to

    equip all its employees with in-

    depth knowledge of the products

    and brands available at the store,

    thereby allowing them to provide

    the right kind of guidance to thecustomer.

    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.

    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

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    including Airtel, Vodafone, BPL, Idea, MTNL/BSNL and Reliance,

    TataIndicom.

    INTRODUCTION-WHY VIRGIN MOBILE?

    In Indian mobile market, Virgin mobile is a unique player based on its

    business model and strategy. It is the only service provider which does not

    hold any bandwidth and mobile setup infrastructure but uses Tata Teleservices

    spectrum and is penetrating market totally on its branding and marketing

    strategy. Creating a niche brand and promoting it to specific customer

    segment with proper marketing has been the key success factor for virgin

    mobile across the globe. So, from marketing and customer understanding

    point of view, this is a very unique company to study.

    UNDERSTANDING VIRGINS BUSINESS MODEL:

    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 virgins business model. The different marketing

    perspectives are explained in fig 1.

    The salient features of Virgins business model from customer perspective

    are:

    1) With intensive competition and reducing voice tariffs, the profit

    margins for voice service are decreasing day by day. So, the future

    profit strategy is maximizing profit margins through data services and

    it is youth segment which provides maximum data service revenues.

    2) Future projection of increasing young and working population of India

    as 65% of overall population by 2020.

    3) Increased use of data services in future due to technological

    advancements.

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    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.

    Fig

    1: Creating Virgin brand through various market channels

    COMMUNICATING THE VIRGIN BRAND:

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    VIRGIN MOBILE

    BRAND

    NETWORK

    TataTeleservice

    s

    Bluedart

    DISTRIBUTION CHANNEL

    Online

    selling

    Retail

    Access

    PRODUCT DESIGN

    Paid

    incoming

    calls

    50 paisa

    STD

    VBYTES

    Value

    added

    services

    COMMUNICATING VALUE

    PROPOSITION

    Youth

    centric

    advertiseme

    nts

    Young &

    Vibrant

    website

    Samsung

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    Virgin mobile has communicated itself as the youth oriented brand of India

    through various communication channels. They are:

    a) Think Hat ke advertisement campaign targeting youth

    b) Red and vibrant website look with youth focused language (Fig 2)

    c) Tailor made plans for young segment

    d) Getting paid for incoming calls: a source of recharge option for youth

    Fig 2. Virgin Mobile website depicting youth flavor

    TARGET MARKET:

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    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.

    CUSTOMER ACQUISITION AND RETENTION

    STRATEGIES:

    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 andrelevant 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-

    1) Providing services which were not offered so far

    a) Get paid for incoming calls.

    b) 50 paisa for all calls across the country.

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    c) A brand truly meant for the young India which is reflected at each & every

    touch point.

    d) Extensive data service offers in the form of vbytes.

    e) Excellent value added plans.

    f) Go online facility for enquiry, purchasing phone, recharging and

    everything.

    g) One touch VAS access from every virgin mobile.

    2) Providing services which others are not providing meticulously

    a) Easy to change the handset from a wide range of handset providing at very

    reasonable prices.

    b) Boring customer care services telling you are in queue.

    c) One customer care officer dedicated for all queries of one customer leading

    to transparency.

    d) No jammed or bad network coverage.

    e) Tailor made customized plans without any hidden charges.

    f) No monthly bills.

    VALUE CREATION THROUGH PRODUCT DESIGN:

    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.

    MARKETINGMIX:

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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 Mobiles 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.

    Virgin Mobile launched a new mobile handset v Billing on 7 July 2008. VBilling is available across 15,000 outlets nationally and over 1000 modern

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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.

    Disintermediation and re-aggregation: The different features of the online

    distribution are stated as follows:

    Intermediary becomes redundant as customer buys directly from the

    firm using web technology.

    Customization becomes easier and feasible which adds to the customer

    value.

    Re-aggregation occurs in the sense that companies today encourage

    customers to lodge their complaints or send their queries on the net.

    These are then routed to another site where they are dealt with

    immediately in a seamless manner. So it helps in improving the

    overall efficiency of the channel.

    For the delivery of the ordered products Virgin Mobile has tied up with Blue

    Dart.

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    CHAPTER -4

    REVIEW OF

    LITERATURE

    Marketing is a societal process which discerns consumers' wants, focusing on

    a productor service to fulfil those wants, attempting to move the consumers

    toward the products or services offered. Marketing is fundamental to any

    businesses growth. The marketing teams (marketers) are tasked to create

    consumer awareness of the products or services through marketing

    techniques. Unless it pays due attention to its products and services and

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    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.

    Essentially, marketing is the process of creating or directing an organization

    to be successful in selling a product or service that people not only desire, but

    are willing to buy.

    Therefore good marketing must be able to create a "proposition" or set of

    benefits for the end customer that delivers value through products or services.

    A market-focused, or customer-focused, organization first determines what its

    potential customers desire, and then builds the productor service. Marketing

    theory and practice is justified in the belief that customers use a product or

    service because they have a need, or because it provides a perceived benefit.

    Two major factors of marketing are the recruitment of new customers

    (acquisition) and the retention and expansion of relationships with existing

    customers (base management). Once a marketer has converted the

    prospective buyer, base management marketing takes over. The process for

    base management shifts the marketer to building a relationship, nurturing the

    links, enhancing the benefits that sold the buyer in the first place, and

    improving the product/service continuously to protect the business from

    competitive encroachments.

    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.

    Within most organizations, the activities encompassed by the marketing

    function are led by a Vice President or Director of Marketing. A growing

    number of organizations, especially large US companies, have a Chief

    Marketing Officerposition, reporting to the Chief Executive Officer.

    The American Marketing Association (AMA) states, "Marketing is an

    organizational function and a set of processes for creating, communicating

    and delivering value to customers and for managing customer relationships inways that benefit the organization and its stakeholders.".[1]

    Marketing methods are informed by many of the social sciences, particularly

    psychology, sociology , and economics. Anthropology is also a small, but

    growing influence. Market research underpins these activities. Through

    advertising , it is also related to many of the creative arts. Marketing is a

    wide and heavily interconnected subject with extensive publications. It is also

    an area of activity infamous for re-inventing itself and its vocabulary

    according to the times and the culture.

    Two levels of marketing-

    Strategic marketing attempts to determine how an organization competes

    against its competitors in a market place. In particular, it aims at generating a

    competitive advantage relative to its competitors.

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    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.

    In popular usage, "marketing" is the promotion of products, especially

    advertising and branding. However, in professional usage the term has a wider

    meaning which recognizes that marketing is customer-centered. Products are

    often developed to meet the desires of groups of customers or even, in some

    cases, for specific customers. E. Jerome McCarthy divided marketing into

    four general sets of activities. His typology has become so universally

    recognized that his four activity sets, the Four Ps, have passed into the

    language.

    The four Ps are:

    Product: The product aspects of marketing deal with the specifications

    of the actual goods or services, and how it relates to the end-user's needs

    and wants. The scope of a product generally includes supporting elements

    such as warranties, guarantees, and support.

    Pricing: This refers to the process of setting a price for a product,

    including discounts. The price need not be monetary - it can simply be

    what is exchanged for the product or services, e.g. time, energy,

    psychology or attention.

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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 thecustomer; 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.

    As a counter to this, Morgan, in Riding the Waves of Change (Jossey-Bass,

    1988), suggests that one of the greatest limitations of the 4 Ps approach "is

    that it unconsciously emphasizes the insideout view (looking from the

    company outwards), whereas the essence of marketing should be the outside

    in approach". Nevertheless, the 4 Ps offer a memorable and workable guide to

    the major categories of marketing activity, as well as a framework within

    which these can be used.

    Sales promotion-Promotion involves disseminating information about a

    product, product line, brand, or company. It is one of the four key aspects of

    the marketing mix. Sales promotion is an important component of a

    company's marketing communication strategy along with advertising, public

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    http://en.wikipedia.org/wiki/Promotion_(marketing)http://en.wikipedia.org/wiki/Advertisinghttp://en.wikipedia.org/wiki/Sales_promotionhttp://en.wikipedia.org/wiki/Publicityhttp://en.wikipedia.org/wiki/Saleshttp://en.wikipedia.org/wiki/Brandinghttp://en.wikipedia.org/wiki/Brandhttp://en.wikipedia.org/wiki/Distribution_(business)http://en.wikipedia.org/wiki/Retailerhttp://en.wikipedia.org/wiki/Marketing_mixhttp://en.wikipedia.org/wiki/Marketing#cite_note-0http://en.wikipedia.org/wiki/Marketing_planhttp://en.wikipedia.org/wiki/Services_marketinghttp://en.wikipedia.org/wiki/Services_marketinghttp://en.wikipedia.org/wiki/B2Bhttp://en.wikipedia.org/wiki/Supply_chainhttp://en.wikipedia.org/wiki/Relationship_marketinghttp://en.wikipedia.org/wiki/Product_(business)http://en.wikipedia.org/wiki/Product_linehttp://en.wikipedia.org/wiki/Brandhttp://en.wikipedia.org/wiki/Marketing_mixhttp://en.wikipedia.org/wiki/Promotion_(marketing)http://en.wikipedia.org/wiki/Advertisinghttp://en.wikipedia.org/wiki/Sales_promotionhttp://en.wikipedia.org/wiki/Publicityhttp://en.wikipedia.org/wiki/Saleshttp://en.wikipedia.org/wiki/Brandinghttp://en.wikipedia.org/wiki/Brandhttp://en.wikipedia.org/wiki/Distribution_(business)http://en.wikipedia.org/wiki/Retailerhttp://en.wikipedia.org/wiki/Marketing_mixhttp://en.wikipedia.org/wiki/Marketing#cite_note-0http://en.wikipedia.org/wiki/Marketing_planhttp://en.wikipedia.org/wiki/Services_marketinghttp://en.wikipedia.org/wiki/Services_marketinghttp://en.wikipedia.org/wiki/B2Bhttp://en.wikipedia.org/wiki/Supply_chainhttp://en.wikipedia.org/wiki/Relationship_marketinghttp://en.wikipedia.org/wiki/Product_(business)http://en.wikipedia.org/wiki/Product_linehttp://en.wikipedia.org/wiki/Brandhttp://en.wikipedia.org/wiki/Marketing_mix
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    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.

    Three issues clarify sales promotion. First, sales promotion ranks in

    importance with advertising and requires similar care in planning and strategy

    development. Second, three audiences can be targeted by sales promotion:

    consumers, resellers, and the sales force. And third, sales promotion as a

    competitive weapon provides an extra incentive for the target audience to

    purchase or support one brand over another. This last factor distinguishes

    sales promotion from other promotional mix tactics. For example, unplanned

    purchases may be directly related to one or more sales promotion offers.

    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-

    Reaches large, geographically dispersed audiences,

    often with high frequency; Low cost per exposure, though overall costs are

    high; Consumers perceive advertised goods as more legitimate; Dramatizes

    25

    http://en.wikipedia.org/wiki/Above_the_line_promotionhttp://en.wikipedia.org/wiki/Mass_mediahttp://en.wikipedia.org/wiki/TVhttp://en.wikipedia.org/wiki/Radiohttp://en.wikipedia.org/wiki/Newspapershttp://en.wikipedia.org/wiki/Internethttp://en.wikipedia.org/wiki/Advertiserhttp://en.wikipedia.org/wiki/Advertising_agencyhttp://en.wikipedia.org/wiki/Advertising_agencyhttp://en.wikipedia.org/wiki/Advertisementhttp://en.wikipedia.org/wiki/Below_the_line_promotionhttp://en.wikipedia.org/wiki/Consumerhttp://en.wikipedia.org/wiki/Sponsorshiphttp://en.wikipedia.org/wiki/Product_placementhttp://en.wikipedia.org/wiki/Sales_promotionhttp://en.wikipedia.org/wiki/Merchandisinghttp://en.wikipedia.org/wiki/Direct_mailhttp://en.wikipedia.org/wiki/Public_relationshttp://en.wikipedia.org/wiki/Trade_showshttp://en.wikipedia.org/wiki/Above_the_line_promotionhttp://en.wikipedia.org/wiki/Mass_mediahttp://en.wikipedia.org/wiki/TVhttp://en.wikipedia.org/wiki/Radiohttp://en.wikipedia.org/wiki/Newspapershttp://en.wikipedia.org/wiki/Internethttp://en.wikipedia.org/wiki/Advertiserhttp://en.wikipedia.org/wiki/Advertising_agencyhttp://en.wikipedia.org/wiki/Advertising_agencyhttp://en.wikipedia.org/wiki/Advertisementhttp://en.wikipedia.org/wiki/Below_the_line_promotionhttp://en.wikipedia.org/wiki/Consumerhttp://en.wikipedia.org/wiki/Sponsorshiphttp://en.wikipedia.org/wiki/Product_placementhttp://en.wikipedia.org/wiki/Sales_promotionhttp://en.wikipedia.org/wiki/Merchandisinghttp://en.wikipedia.org/wiki/Direct_mailhttp://en.wikipedia.org/wiki/Public_relationshttp://en.wikipedia.org/wiki/Trade_shows
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    company/brand; Builds brand image; may stimulate short-term sales;

    Impersonal, one-way communication; Expensive .

    Most effective tool for building buyers preferences,

    convictions, and actions; Personal interaction allows for feedback and

    adjustments; Relationship-oriented; Buyers are more attentive; Sales force

    represents a long-term commitment; Most expensive of the promotional tools

    May be targeted at the trade or ultimate consumer;

    Makes use of a variety of formats: premiums, coupons, contests, etc.; Attracts

    attention, offers strong purchase incentives, dramatizes offers, boosts sagging

    sales; Stimulates quick response; Short-lived; Not effective at building long-

    term brand preferences

    Highly credible; Very believable; Many forms: news

    stories, news features, events and sponsorships, etc.; Reaches many prospects

    missed via other forms of promotion; Dramatizes company or product; Often

    the most under used element in the promotional mix; Relatively inexpensive

    (certainly not 'free' as many people think--there are costs involved)

    Many forms: Telephone marketing, direct mail, online

    marketing, etc.; Four distinctive characteristics: Non-public, Immediate,

    Customized, Interactive; Well-suited to highly-targeted marketing efforts.

    Why Telecom Industry?

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    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.

    Today the Indian telecommunications network with over 452.91 million(as on

    May 09) subscribers is second largest network in the world after China. India

    is also the fastest growing telecom market in the world with an addition of 10-

    12 million monthly subscribers. The tele-density of the Country has increased

    from 18% in March 2006 to 38.88% in May 2009, showing a stupendous

    annual growth of about 50%, one of the highest in any sector of the Indian

    Economy. The Department of Telecommunications has been able to provide

    state of the art world-class infrastructure at globally competitive tariffs and

    reduce the digital divide by extending connectivity to the unconnected areas.

    India has emerged as a major base for the telecom industry worldwide.

    Recent things to watch in Indian telecom sector are:

    3G spectrum auctions

    Mobile Number Portability(MNP) Implementation

    New Policy for Value Added Service

    Due to technological advancement and increase in traffic.

    Abolition of Access Deficit Charge (ADC).

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    CHAPTER -5

    RESEARCHMETHODOLOGY

    Research Methodology

    Research methodology is away to systematically solve research problem. In it we

    study the various step that are generally adopted by researcher in studying his

    research problem along with logic behind them. It is necessary for a researcher to

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    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

    Research is common parlance refers to a search for knowledge. In fact research is an

    act of

    Scientific investigation.The project was divided in to the following steps.

    To decide objective of the study

    1. To decide

    objective of the Study:-

    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 decide research design &

    application

    To decide source of data collection

    To decide from of data

    collection

    To organize & collect data

    To process & analyze report

    To prepare the research

    report

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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.

    2. To decide research design & application:-

    Research design involves defining the research problem, determining how to

    collect the data and from whom, establishing the way the data will be

    analyzed estimating costs and the preparation of the research approach. For

    this study, descriptive research was selected.

    3. To decide Source of data there are two source of data

    Primary Data

    Secondary Data

    Primary data:-

    Primary data is the original data collected specifically for the problem.

    Reason for selecting primary data:-

    In terms of primary data a questionnaire has been used to interview desire

    sample units that give accurate and up to data information as well better to

    research problem.

    Research approaches: - Primary data can be collected in five main ways:

    through Observation, focus groups, surveys, behavioral data, and experiments.

    Research instruments:- Marketing researchers have a choice of three main

    research Instruments in collecting primary data:

    Questionnaires: - A questionnaire consists of questions presented to

    respondents for their answers. Because of its flexibility, the

    questionnaire is by far the most common Instrument used to collect

    primary data. Questions can be open-ended or closed-Ended.

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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.

    Mechanical devices: -Mechanical devices are occasionally used in

    marketing research .Mechanical devices like galvanometers measure

    the respondents interest or emotions aroused by exposure to a specific

    ad or picture.

    Secondary data:-

    Data potentially useful in solving a current problem but that were collected

    for a different purpose.

    Reason for selecting secondary data:-

    Secondary data can be gathered quickly and inexpensively, compared toprimary data, it is clear useful to study analyzing the recent development in

    the telecom industry.

    Contact methods:- Once the sampling plan has been determined, the

    marketing researcher must decide how the subject should be contact:

    Mail questionnaire: - The mail questionnaire is the best way to reach

    people who would not give personal interviews or whose responses

    might be biased or distorted by the interviewers. Mail questionnaires

    require simple and clearly worded questions.

    Telephone interview: - Telephone interviewing is the best method for

    gathering information quickly; the interviewer is also able to clarify

    questions if respondents do not understand them. The response rate is

    typically higher than in the case of mailed questionnaires.

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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.

    Online interviews: - There is increased use of online methods. There

    are so many ways to use the Net to do research. In this method,

    researcher can include a questionnaire on its Web site and offer a

    people to answer the questionnaire.

    4.To decide from of data collection:-

    For this project survey method was selected which was carried through person

    interview. Because information from different customers was required.

    5. To organize & collect data:-

    Once the researcher has formulated and development a research design

    including questionnaire second thing he has to decide whether he has to

    collect the information. From all the targeted customers. There can be two

    types of survey are possible.

    Sample Survey

    Census Survey

    For this project sample Survey was chosen

    Characteristics of the sample survey are:-

    It is cheaper than census survey

    It requires less time

    It is economical

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    More detail information can be collected

    Deciding the sample plan requires following decisions

    Sample unit Who is to be surveyed

    Sample

    Sample is the true representation of the population by studying of the sample

    we can predict the behavior of the population.

    Sample Size: 250 (in this case)

    Method of Sampling:-

    In this project, the survey was done within the market that means probabilistic

    convenience Sampling was carried out.

    6. To process & analyze data:-

    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

    DATA ANALYSIS &

    INTERPRETATION

    Proximity of Service Center

    Table No.6.1

    Customers Opinion Percentage Responded

    Excellent 3%

    Very Good 30%

    Good 37%

    Average 23%

    Poor 7%

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    Figure No.6.1

    Data

    Analysis

    The

    analysis

    shows that

    there is 3%

    Customers

    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.

    User friendliness of delivery Point

    Table No.6.2

    Customers Opinion Percentage responded

    Excellent 33%

    Very Good 53%Good 7%

    Average 7%

    Poor 0%

    Figure No.6.2

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    Data Analysis

    By the analysis we conduct that there is 5% for the excellent, 25% customers

    opinion for very good,7% for good and also 0% for poor.

    Data Interpretation

    Virgin has friendliness of delivery point, Virgin Mobile use effective

    techniques for take attention of customers.

    Service Time

    Table No.6.3

    Customers Opinion Percentage Responded

    Excellent 19%

    Very Good 34%

    Good 27%

    Poor 20%

    Figure No.6.3

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    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

    Virgin makes the huge no of satisfied customers by its services. It is helpful

    to increase the customer relationship and also for the sales of the company.

    Availability of Customer Care

    Table No.6.4

    Customers Opinion Percentage Responded

    Excellent 19%

    Very Good 34%

    Good 27%

    Poor 20%

    Figure No.6.4

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    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.

    Quality of Service by Customer Care

    Table No.6.5

    Customers Opinion Percentage Responded

    Excellent 19%Very Good 34%

    Good 27%Poor 20%

    Figure No.6.5

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    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

    Customers Opinion Percentage Responded

    Excellent 17%Very Good 36%

    Good 26%

    Poor 21%

    Figure No.6.6

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    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.

    Overall Satisfaction Level

    Table No.6.7

    Customers Opinion Percentage RespondedExcellent 12%

    Very Good 38%

    Good 28%

    Poor 22%

    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

    Table No. 6.8

    Customers Opinion Percentage Responded

    Yes 90%

    No 10%

    Figure No.6.8

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    Data Analysis

    By the analysis we come to conclusion that 10% of customer base is using

    virgin connection and 90% other network.

    Data Interpretation

    There is less no of virgin mobile user in the Allahabad, so there is large no of

    other network user.

    Which is the most important factor while using Mobile Service

    Table No.6.9

    Reasons Percentage Responded

    Price 42%

    Mobile handset compatibility 33%

    Mobile Service of friends and relatives 12%

    Free extra services like internet, down 6%

    Others 7%

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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.

    Which is the most cost effective Brand?

    Table No.6.10

    Brand Percentage RespondedVirgin 21%

    Reliance 24%

    Tata Indicom 7%

    Aitel 24%

    Vodafone 24%

    Figure No.6.10

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    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

    By the analysis it is founded that virgin is most cost effective brand.

    Are you aware of virgins 50 paisa STD Plan

    Table No.6.11

    Customers Response Percentage Responded

    Yes 68

    No 32

    Figure No.6.11

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    Data Analysis

    By the analysis there is 68% response for yes and 32% response for no.

    Data Interpretation

    There is average awareness of virgin mobile 50 paisa STD plan.

    Are you aware of virgins paid incoming call plan ?

    Table No.6.12

    Awareness Percentage Responded

    Yes 88%

    No 12%

    Figure No.6.12

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    Data Analysis

    By the analysis there is 88% response for yes and 12% response for No.

    Data Interpretation

    There is highly awareness of virgin mobile paid incoming call plan.

    If not a virgin customer, will you like to switch to virgin ?

    Table No.6.13

    Customers Opinion Percentage Responded

    Yes 14

    No 32

    Cant Say 54

    Figure No.6.13

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    Data Analysis

    By the analysis there is 14% response for yes and 32% response for no and 54% for

    cant say.

    Data Interpretation

    There is low customer response for switch to virgin mobile because of the CDMA

    compability.

    What is the main problem going for virgin mobile?

    Table No.6.14

    Problems Percentage Responded

    CDMA Technology 36%

    Limited Handsets 42%

    Price 8%

    Switching from existing handset 10%

    Others 4%

    Figure No.6.13

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    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

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    Findings

    Virgin comes only CDMA features.

    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 has friendliness of delivery point, Virgin Mobile use effective

    techniques for take attention of customers.

    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.

    Virgin is most cost effective brand.

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    CHAPTER-8

    LIMITATION

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    Limitation

    It was assumed that the information given by the respondents is

    authentic and best of their knowledge.

    Some of the view given was completely views by customers as

    they were in a hurry and were not considered in the data

    analysis.

    The result of the study is applicable to the survey area only.

    Time and Money is also one of the important limitations.

    Dull process and unwilling respondent also affect the result of

    the study.

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    CHAPTER-9

    Conclusion & Recommendation

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    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.

    This satisfaction can be concluded by the response of customer in the

    questionnaires. Day by day Virgin is improving his reputation to other Mobile

    network.

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    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.

    Solving existing non-compatible handset problem and better communication

    to inform latest pricing strategies will lead to substantial increase in consumerbase for virgin mobile.

    In order to enhance customer satisfaction, time gap between services sought

    and delivered should be minimized.

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    Appendix

    Questionnaire for the Virgin Customers:

    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.

    Q.No.1: how is the proximity of the service centre?

    Ans: 1 2 3 4 5

    Q.No.2: Is the delivery point user friendly?

    Ans : 1 2 3 4 5

    3. How satisfied are you with time gap between services sought and delivered?

    2 3 4 5

    4. How accessible is the customer care on phone?

    1 2 3 4 5

    5. How well does the customer care respond to the queries of the customer?

    1 2 3 4 5

    6. How is the Network quality?

    1 2 3 4 5

    7. The overall satisfaction level with Virgin Mobile?

    1 2 3 4 5

    Name:

    Address:

    Contact No:

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    Questionnaire for target customers expectation:

    Note: - Please fill this questionnaire and help us in finding target customers

    expectation from the firm. Please select the option which according to you is mostsuitable:

    1. Do you own a virgin mobile connection?

    a) Yes b) No

    2. Which is the most important factor while using a mobile service?

    a) Price b) Mobile handset compatibility c) Mobile service of friends and

    relatives

    d) Free extra services like internet, downloads e) Others

    3. Which is the most cost effective brand in mobile service?

    a) Virgin b) Reliance c) Tata Indicom d) Airtel e) Vodafone f) Idea g) Bpl h) Dont

    know

    4. Are you aware of 50 paise national call plan of virgin mobile?

    a) Yes b) No

    5. Are you aware of paid incoming call facility by virgin mobile?

    a) Yes b) No

    6. If not a virgin customer, will you like to switch to virgin?

    a) Yes b) No c) Can't say

    7. Why you do not want to go for virgin mobile?

    a) CDMA technology b) Limited Handset c) Price

    d) Switching from existing handset

    e) Others

    59

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    BIBLIOGRAPHY

    Name Of Book Name Of Author Edition &

    year

    Marketing Management Paramhans Foundation First Edition,

    1992

    Research Methodology C.R.Kothari Second Edition,

    1993

    Marketing Management Philip Kotler Tenth Edition,

    1999

    Fundamentals of Statistics D.N.Elhance Present Edition,

    1992

    REFRENCES

    1. Website of www. mobilestore.com

    2. Website ofwww.google.com

    3 www virginmobile com

    http://www.google.com/http://www.google.com/http://www.google.com/