Imran Shoib: Usage & Recharge Patterns of Data Subscriber (2G, 3G, Datacard & Smartfone)

Aligarh Muslim University Center Murshidabad
An Idea can change your life
USAGE & RECHARGE PATTERNS OF DATA SUBSCRIBER ( 2G,3G,DATACARD & SMARTFONE)
by
Imran Shoib
Under the guidance of Asst. Prof. Sheeraz Ahmad MARKETING In (Partial) Fulfillment Of the Requirements for the Degree of
Masters of Business Administration.
Aligarh Muslim University

(Center Murshidabad) JUNE 2012 AT IDEA CELLULAR LTD . BIHAR & JHARKHAND CIRC
Imran Shoib Roll No.: 10MBA04/MU Session : 2010-12 En. No. GE-2515

CERTIFICATE
This is to certify that Imran Shoib has successfully completed the summer internship project titled TO USAGE AND RECHARGE PATTERNS OF DATA SUBSCRIBER (2G,3G,DATA CARD AND SMART PHONE), in the Marketing department of idea cellular Ltd. It is an independent research work done under my supervision during 15th May 2012- 30th June 2012. It is being submitted to the Aligarh Muslim University, Center Murshidabad in partial fulfillment for the award of the Degree of Master of Business Administration.
Signature of Project Guide Designation Company Stamp
Signature of faculty Guide Designation Institute Stamp

ACKNOWLEDGEMENT
Mr.Vaibhav Nikte (Head-Marketing, Bihar& Jharkhand), my project mentor, has been the guiding force behind the project. I would also like to extend my gratitude to Mr.Ghulam Jilani (Marketing MBB head) for his constant support and invaluable suggestion. I would also like to mention the names of Mr. Abhiroop Ghosh(TSM-Patna) Also, I would like to thanks the sales team at Idea cellular Ltd to introduce me initially to the markets of Bihar and Jharkhand. I also take this opportunity to extend my thanks to the retailers and customers who spent their time answering patiently to questionnaire. I would also thank my fellow summer interns Subodh Jain (IIM), Kaushik Chakraboryty (symbiosis), Sauvik Kumar, Pankaj Sri, Pranay Shankar, Jayendra Jaiswal, Arunima Singh, Aprajita Baranwal, Meraj Zafar, Abhishek Kumar Mishra and Md Nasim akhtar, for helping me plan out and executed sales promotion activity,
Imran Shoib Summer trainee (May-June 12) Idea cellular Ltd.

TABLE OF CONTENTS
TOPICS 1. ABSSTRACT 2. INTRODUCTION 3. OBJECTIVE DELIVERBLES &SCOPE 4. COMPANY 5. RESEARCH METHODOLOGY TOOLS USED SAMPLING TECHIQUE STATICAL TECHNIQUE 6. 7. 8. 9. DAY WISE ACTIVETIES PERFORMED MARKET FINDINGS KEY PROBLEMS IDENTIFIED RESULT ANALYSIS INTERPRETATION 10. CINCLUSION 11. OVERALL RECOMMEDDATION &IMPROVEMENT 12. LIMITATION 13. FURTHER KINE OF ACTION
REFERENCE APPENDIX

ABSTRACT
As the revenues generated by telecom companies by voice has reached a saturation due to call rates reaching rock bottom levels, data is the way forward. By this project an attempt has been made to study the scope of increasing data revenues by studying and analyzing the usage and recharge pattern of data subscriber (2G, 3G, Datacard, Smartfone). This is the data savvy segment and research on them was conducted by first conducting an exploratory research on customers, retailers, sales people to get an overview of the key problems and issues present in the key data markets in Bihar and Jharkhand. On the basis of this hypothesis was formed and data was collected from retailers and customers which were then analyzed to come to conclusion so that recommendation could be given. Based on these recommendations a sales promotion activity was also designed to implement the solutions presented in real time. The future work could be to find out recommendation at a more grass root level which would be retailers to retailers, or customer to customer.

IDEA CELLULAR PATNA, BIHAR
INTRODUCTION
We were incorporated as birla communication limited on march 14,1995 and granted a certificate of commencement of business on august 11, 1995. Our registered office was on Mumbai,Maharashtra. Our name was changed to Birla AT&T communication limited on may 30, 1996 following the execution of a joint venture agreement dated December 5,1995 between AT&T Corporation and Grasim industries limited pursuant to which the Aditya Birla Group held 51% of our Equity share capital and AWS group held 49% of our equity share capital. Our registered office was transferred from industry house, 1st floor, 159 church gate reclamation ,Mumbai 400 020, Maharashtra to Suman tower, plot no. 18,sector 11, Gandhi agar 382011 Gujarat on October 22, 1996. With effect from January 1,2001 following our merger with Tata cellular limited the joint venture agreement between AT&T corporation and Grasim industries limited December 5, 1995 was replaced by a Shareholders agreement dated December 5, 1995 was replaced by a Shareholders agreement dated December 15,2000 entered into between Grasim industries limited on behalf on the Aditya Birla Group,Tata industries limited on behalf of the Tata Group and AT&T wireless services inc. on behalf of the AWS Group following which our name was changed to Birla Tata AT&T Limited on November 6,2001. Consequent to the introduction of the Idea brand, our name was changed to Idea Cellular Limited on may 1,2002. The AWS Group exited from the company on September 28,2005 by selling 371,780,740 Equity shares of the company, which constituted 50% of the holding of AT&T Cellular private Limited in our

Equity share capital to ABNL and by transferring the remaining 371,780,750 Equity Shares to Tata Industries Limited. The Tata group ceased to be a shareholder of the company on june 20, 2006 when tata industries limited and apes investments holding private limited sold all their shares in the company to the Adity Birla Group. On October 26,2006, P5 asia investments (Mauritius) limited (P5 Asia) acquired 14.60% of our equity share capital. Under a governance and Exit rights Agreement dated October 23,2006 between P5 Asia, ABNL and Birla TMT, so ling as in initial public offering has not occurred and P5 Asia holds lno less than 10% of our Equity Shares, ABNL and Birla TMT are required to procure that (a) our company and its subsidiaries shall not take or pursue any of the following actions without P5 Asia prior consent (such consent to be obtained in a board and shareholders resolution) including in respect of (1) any merger with, acquisition of, or amalgamation or consolidation with another company or business (2) assuming or permitting to exist any borrowings of our company and its subsidiaries would exceed Rs.6,800 million; (3) entering into a new line of business; (4) increasing our authorized or issued share capital; or (5) entering into a joint venture and (b) our company makes available to P5 Asia certain financial information relating to our company and its subsidiaries such as monthly management accounts, quarterly unconsolidated balance sheet and profit and loss account and the annual audited consolidated balance sheets and profit and loss Accounts P5 Asia also has a tight to appoint one ditector to our board so long as It holds at least 10% of our total issued outstanding Equity shares. Mr.Biswajit Subramanian has been appointed to our board by P5 pursuant to the exercise of the above right. In addition, any IPO of our Equity Shares requires P5 Asia written consent

and further in any such IPO< P5 Asia has the right to offer for sale such number of Equity shares representing up to 10% of the total Equity Shares which are held by it. By its letters dated December 2, 2006 to ABNL and Birla TMT , P5 Asia has given its written consent for the Issue and has confirmed that it does not intend to offer for sale any of the Equity Shares held by it in such Issue. We either directly or through our Subsidiaries, provide mobile services in the Andhra Pradesh , Delhi, Gujarat ,Haryana , Kerala , Madhya Pradesh, Maharashtra and Uttar Pradesh (west) Circles, and have recently launched services and as such are in the process of fully rolling out our network in the Uttar Pradesh (EAST), Rajasthan and Himachal Pradesh Circles pursuant to Licenses issued by the Dot

STATEMENT OF PROBLEMS
All major telecom players present in the Patna market. Average income of people is significantly as compared to the average of India. It is very difficult to win customers and further to retain them. To win customers companies provide high initial benefits on first recharges whereas the second recharges are significantly higher in price. Therefore majority of customers are either availing the benefits on the first recharges or else not going for 3G at all. Therefore trials and usage have to be increased . Information about data and data products have to be communicated to target population. OBJECTIVE To find out areas of improvement and increase Idea trials and usage DELIVERABLES Key finding on customer purchase & usage preference Idea specific market findings Gaps present where there is scope for improvement Recommendations SCOPE 2G & 3G increase the Data card Area:
PATNA: Bhikna Pahari,Naya Tola ,Musllapur Haat,Sabzibagh,B M Daas Road and,Bakarganj, Location: Retailers & Customer

COMPANY PROFILE
idea cellular has licenses to operate in all 22 services areas. presently it is operating in 13 circles. idea cellular offers value- added services like GPRS, call conferences, GSM, GPS and also provides customized solutions according to business specific needs. It is among top 25 telecom companies. Through meger and acquisitions, Idea cellular has received established service areas for mobile operations. In January 2001 it merged with TATA cellular, which had service area in Andhra Pradesh. In june 2001, through its acquisition of RPG cellcom, it received Madhya Pradesh service area. In January 2004 it received service areas of Haryana, Uttar Pradesh and Kerala through its acquisition of escotel mobile communication (Escotel). They commercially launched EDGE services 2005 and became the first operator in India to do so. In the year 2005 , the company won an Award for the Bill Flash service at GSM Association Awards in Barcelona, spain. In 2006 it became part of Aditya Birla Group. Idea cellular has acquired 40.8% stake in Spice communication. They received Letter of Intent from the DoT for a new UAS License for the Mumbai Cicle. Also, they received Letter of intent from the DoT for a new UAS License for the Bihar Circle through Aditya Birla Telecom Ltd.

RESEARCH METHODOLOGY
Usage And Recharge Pattern Subscriber (2G, 3G,Datacard And Smartfone ) Methodology: Exploratory Research followed by Primary Research based on the hypothesis formed a. Data collection Tool: In depth Interview, Focus Group Discussion, Close end Questionnaire b. Segment: Retailer, Customer c. Sampling Method: Simple Random Sampling d. Sample Size: 130 retail outlets, Customers 30 e. Statistical Techniques: Simple tabs, Graph, Charts
SUMMARY OF THE DIFFERENT MARKETS COVERED

BIKHNAPAHRI . Key Findings: Customers are not brand conscious but price conscious SPEED>CONNECTIVITY>PRICE 3G datacard (universal/unlocked)+2G connection (Rs 98) Aircel, BSNL and Rim are the most preffered 3G,2G connection
. Idea findings: Latest offers and plans unknown to customers No special offers for customers at IT counters Plans considered relatively cheaper Negative perception due to number barring and service problems in minds of customers
Areas of Improvement: Increase in frequency of retailer branding and feedback collection Mobile experience zones at consumer points Improve network speed
MUSALLAPUR HAAT

. Key Findings: Reason of purchase: CONNECTIVITY>SPEED>PRICE . Low net speed in colleges . Video calling and accessing blocked websites . Usage in vacations - Purchase occurs mostly after demo/trial & friends advice - Group purchases & unlimited plan subscription higher(MTS) - Airtel, BSNL and Reliance are the preffered connections
. Idea findings: Connection barring and deductions major issue Lack of awareness about plans & speed in colleges Low branding in major areas
. Areas of Improvement Sales promotion activity at colleges Group purchase/student plans Retailers side promotion of major plan/offers

NAYATOLA . Key findings: Mostly 2G recharges Speeds high at night so 3G not preffered Females are more loyal & less price sensitive CONNECTIVITY>SPEED>PRICE MTS & Tata Docomo are the preferred connections
. Idea findings No distributor resulting in high channel problem Channel disturbance retailers not promoting Customers buy Idea data card, not connection Only 1 promoter for the entire city
. Areas of Improvement Special IT counter offer Appoint a local distributor Appoint more pro
MACHUATOLI

. Key findings: Purchase occurs on retalers recommendation & demo CONNECTIVITY>SPEED>PRICE Most users have no knowledge about Idea 3G
Brand loyal customers Customers avail only the benefit of FRCs in others Airtel(IT counters), Reliance and TATA photon most preferred.
. Idea findings Low network coverage & speed No distributor and only 1 promoter Absolutely no presence in IT markets
. Areas of Improvement Appoint a new distributor Appoint more promoters Increase branding Improve Network speed
DAY WISE ACTIVITIES PERFORMED

Day 1: (16/05/012) Things done

1. 2. 3. 4.
Interaction to all team member and Ghulam Sir Interaction to Shabbar Sir Briefing about organizational structure and overview of the project Introduction of MBB Vertical
Day 2: (17/05/012) Things done Election holiday Day 3: (18/05/012) Things done 1. 2. 3. 4. Briefly introduction of MBB Knowing about call routing Study of recharges pattern of 3G and 2G Study of smartfone and data card
Day 4: (19/05/012) Things done Holiday Day 5: (20/05/012)
Things done 1. Preparation of questionnaire 2. Interaction various vertical of marketing


3. Role play of marketing
Day 7: (21/05/012)
Things done 1. Knowing the feature of GAGA & BLADE 2. Knowing the revenue market shares 3. Customer market shares Day 8: (22/05/012) Things done Sunday
Day 9: (23/05/012) Things done 1. Market visit to Ashoke Rajpath to meet retailers and asked question 2. Getting initial exposure to the market was objective 3. Meeting of head office at 4 to 8 pm


1. 2. 3. 4. 5.
Meet to kaushik chakraborty Market round of shershah road Knowing the test and preference of Idea 3G and 2G product Market covered of tripolia Knowing the v top up no and satisfaction level
Day 10: (24/05/012) Things done 1. Meet to Ghulam Sir 2. Share the problem of market to Ghulam sir 3. Asked the question to solved the problem Day 11: (25/05/012) Things done 1. Market visit to Mahendru 2. Market visit to Bikhnapahari 3. To know the problem of retailers
Day 12: (26/05/012) Things done 1. 2. 3. 4. Market visit to Sultanganj Aware to retailer to 3G and 2G Knowing the satisfaction level of customer Market visit to patther ki masjid
Day 13: (27/05/012)


Things done 1. Meet to Ghulam Sir 2. Shares the problem of market 3. Knowing the how to solve the problem Day 14: (28/05/012) Things done Sunday Day 15: (29/05/012) Things done 1. Market meet to Alamganj and Gaighat 2. Aware to retailer of 3G and 2G product 3. Satisfaction level of retailers Day 16: (30/05/012) Things done 1. Market visit to Tekari Raod and Karanti chock 2. Aware to retailer of idea 3G product 3. Satisfaction level of retailer Day 17: (31/05/012) Things done Closed


1. Market visit to Ramna Road 2. Planning of promotional activity done or for next activity 3. Aware the retailer to latest plan
Day 18: (02/06/012) Things done 1. Meeting in head office 2. Discuss the problem to Ghulam Sir
Day 19: (03/06/012) Things done Sunday
Day 20: (04/06/012) Things done 1. Explanation of the latest plan to retailer and feedback collection 2. Promotion and branding was done
Day 21: (05/06/012)
Things done

1. Visit to major market which are given by Ghulam Sir Tripolia, Alamganj,Mahendru, Bikhnapahari and Ramna Road. 2. Planning promotional activity
Day 22: (06/06/012) Things done 1. Feedback collection about the market 2. In depth interview of customers Day 23: (07/06/012) Things done 1. Problem incurved- lack of area know and extensive promotion not only on retailer center selling Idea product but also recharges center
Day 24: (08/06/012) Things done 1. Visit to major market which are given by Ghulam Sir 2. Aware the retailer and customer to 3G and 2G product
Day 25: (09/06/012)

Things done 1. Meeting in head office with Ghulam Sir 2. Discuss the problem to Ghulam Sir
Day 26: (10/06/012) Things done Sunday Day 27: (11/06/012) Things done 1. Collection of top 15 retailers name and v-top up no given by Ghulam Sir
Day 27: (12/06/012) Things done 1. Visit to IT counter with Sadik Sir 2. To know how the IT counter are worked
Day 28: (13/06/0120) Things done 1. Visit to 15 retailers which are given by Ghulam Sir 2. Discuss the problem of retailer
Day 29: (14/06/012) Things done 1. Discuss the Pawan Sir to requirement of data card of 15 retailer

Day 30: (15/06/012) Things done Closed Day 31: (16/06/012) Things done Sunday Day 31: (18/06/012) Things done 1. Visit top 15 retailer 2. To know satisfaction level of customer 3. Trying to short out the solution
Day 32: (19/06/012) Things done 1. Visit the market of NAYA TOLA and padre MACHUATOLI 2. Make the report how many data card are sold


1. Visit the market of MUSLLAPUR HAATand BIKHNAPAHRI 2. To know how the data card are sold
Day 34: (21/06/012) Things done 1. Meet to Ghulam Sir and Subodh Jain 2. Discuss the problem of market visit
Day 35: (22/06/012) Things done 1. Making the project plan 2. Gaining the data for ppt
Day 36: (23/06/012) Things done 1. Prepare the ppt Day 37: (24/06/012) Things done Sunday
Day 38: (25/06/012)


Things done 1. Data collection for ppt
Day 39: (26/06/012) Things done 1. Given the presentation to HR & MARKETING HEAD AND PROJECT GUIDE Day 40: (27/06/012) Things done 1. Data collection for project report Day 41: (28/06/012) Things done 1. Prepare the report Day 42: (29/06/012) Things done 1. Prepare the report
Day 43: (30/06/012) Things done 1. Submit the report to Ghulam Sir

KEY PROBLEM IDENTIFIED:

1. 2. 3. 4. 5. 6. 7. 8. 9. Lack of frequent communication of changes in plans and OTAFs & feedback collection Low visibility in retail counters Negative perception due to number barring and deductions Network and channel problems Lack of awareness among customers about plans, products and Idea experiences Lack feedback collection, problem sorting & company support No incentive on data cards so lack of motivation No special offer for IT counters No data cards available for demo/trial

CONCLUSION
There can only be an increase in the data revenue when both the sources of it which are the unique users and the both increase. His can only be done through awareness and education. As the adoption rate of new technologies in the people is very low therefore special efforts have to be given to educate the people is very low therefore special efforts have to be given to educate the people and make them aware about 3G.
Therefore to induce the increase in unique users the data cards have to be promoted and this will happen only by the experience of the product by the customers. To increase the usage of already present users awareness has to be increase about the various recharge options, benefits special offers for the various target segments.
For this process the area of improvement is the improvement of communication. This should happen on 3 fronts: Internal Channel and, External

OVERALL RECOMMENDATION AND IMPROVEMENTS
1. Internal Communication: To the sales team: Communication about the latest plans List of 3G Network sites Downloading speeds available at various locations 2. Channel Communication: On the distribution front: Appoint atleast 1 separate DSE per distributor for data Follow the MTS/TATA Photon model On the retailer front: Personally conveying latest plans, offers and OTAFs as soon as it happen In shop branding with the help of attractive posters and plan sheets/leaflets every once a week 3. External Communication: On the customer front: Mobile Experience zones Education at college & Coaching Centres Door to door campaign Student/group purchase offers

LIMITATIONS OF THE RESEARCH

Sample size is very small as compared to the population Customers have a very dynamic and seasonal usage behavior so the usage behavior changes very frequently Since this is the summer vacation time so lot of students either move in or move out of Bihar and Jharkhand so some abnormalities may occur Findings are on a market level and address the entire market. Thus the way of implementation may vary for retailer to retailer or from one customer to another

FURTHER LINE OF ACTION

SALES PROMOTIONS ACTIVITY: Team Strength: 11+1 members Time Duration: 1 week+6 weeks Location: Patna RETAILER SIDE: Week 1: All markets covered extensively and a list of key outlets generated Week 2-7: Major promotion drive focussing on these outlets Activities: personal explanation of latest plans and offers,distribution of leaflets and plan sheets,putting up displays & posters, feedback collection Target : Increase data revenue by atleast 1 %
CUSTOMER: Week 1: Visited coaching centres areas and made a list of high potential areas for customer hits Week 2-7: Mobile Experience Zone in the form of a company activity in student areas Activities: Product demo, information about plans & products

Consumer preference
Consumer preference for idea 3G data card
Consumer Preference For Idea Smartfone

Retailer awareness
Customer awareness

Unique User Increase
Purchase Intent
28% 30%
High Medium Low
42%
Purchase Influencer
24% 32%
Retailer Friends/family Promotion
44%

Bihar and Jharkhand
60%-70% population is potential internet user
Penetrati on is only 7% of the population

PROMOTER GROUP
Mr. kumar mangalam Birla is the chairman of the Aditya Birla Group and all of the Aditya Birla Group Blue. Chip companies in India and serves as a director on the board of the aditya birla group international companies spanning Thailand, Indonesia, Malaysia, Philippines and Egypt. Major Indian companies and joint ventures of the Aditya Birla Group are as under A Indian companies Grasim industries limited Hindalco industries limited Aditya birla nuvo limited Ultra tech cement limited Psi data systems limited Aditya birla minacs worldwise limited Idea cellular limited

DECLARATION
I hereby declare that the following project report titled USAGE AND RECHARGE PATTERN OF DATA SUBSCRIBER (2G,3G,DATACARD AND SMARTFONE) is an authentic work done by me. This is to declare that all my work indulged in the completion of this Project Report such as research, competitor analysis of signage is a profound and honest work of mine.
DATE:
Imran Shoib

KEY PEOPLE OF IDEA CELLULAR

Board of Directors: Mr. Kumar Mangalam Birla (Chairman) Smt. Rajeshwaree Birla Mr. Saurabh Misra Mr. Sanjeev Aga (Managing Director) Mr. Arun Thiagarjan Ms. Tarjani Vakil Mr. Gian Prakash Gupta Mr. R.C. Bhargava Mr. P. Murari Ms. Biswajit A. Subramanian Dr. Hansa Wijayasuriya Management Team: Corporate Leadership Team Mr. Sanjeev Aga, Managing Director Mr. Akshaya Moondra, Chief Financial Officer Mr. Anil K. Tandan, Chief Technology Officer Mr. Prakash K. Paranjape, Chief Information Officer Mr. Pradeep Shrivastava, Chief Marketing Officer Mr. Navanit Narayan, Chief Service Delivery Officer Mr. Vinay K. Razdan, Chief Human Resource Officer Mr. Rajat K. Mukarji, Chief Corporate Affairs Officer Mr. Rajesh K. Srivastava, Chief Material & Procurement Officer Mr. Ambrish Jain, Director Operation Mr. Himanshu Kapania, Director Operation Circle Heads: Mr. Iyer subbaraman S., Chief Operating Officer, Andhra Pradesh Mr. Rajendra Chourasia, Chief Operating Officer, Madhya Pradesh & Chattisgarh Mr. Atul Chaturvedi , Chief Operating Officer, Delhi & Haryana Mr. T. G. B Ramakrishna , Chief Operating Officer, Kerala Mr. Sashi Shankar, Chief Operating Officer, Mumbai Mr. P. Lakshminarayan, Chief Operating Officer, Maharastra & Goa Mr. Virad kaul, Chief Operating Officer, Uttar Pradesh (West) Mr. Naozer Firoz Aibara, Chief Operating Officer, Uttar Pradesh (East) Mr. Puneet Krishnan, Senior Vice President Operation, Rajasthan Mr. Arul Bright, Senior Vice President Operation, Gujarat Mr. M. D. Prasad, Senior Vice President Operation, Bihar Mr. Vijay Grover, Chief Operating Officer, East Mr. M. Srinivas, Senior Vice President Operation, Tamil Nadu & Chennai Mr. Rakesh Kumar Singh, Chief Operating Officer, Karnatka Mr. Anish Roy, Chief Operating Officer, Punjab, J&k and Himachal Pradesh


IDEA PARTNER
IDEA welcomes all businesses and individuals interested in partnering with us to enhance and strengthen the IDEA products & services portfolio. To explore such potential partnerships, kindly get in touch with us by submitting the Partners Form Some of our Technology and Content Partners: VAS
Onmobile Asia Pacific Ltd. Cellebrum India Ltd Siddhivinayak Astro Services Ltd Kodiak Ltd Mauj Net4nuts India Ltd Yahoo Rediff Indiatimes Mobile2win Sify NDTV ROAMING Roam ware. Inc Star home Bharti Telesoft MARKETING COMMUNICATION Lowe India Pvt Ltd Lint as Media Group PUBLIC RELATIONS Ad factors PR NETWORK Nokia Siemens Ericsson BILLING and Altos Origin

IMPORTANCE OF STUDY
The 45 days summer training is very important for a student of MBA. This type of study gives practical knowledge of MBA Students and practical knowledge is more useful than theoretical knowledge for any one. There is no certain formula for any particular gives us an idea of different marketing activity and growing empathizes is given on promotional activities aspect and also it is seen how business is taken tactfully when any problem come to executive. The war of problem somewhere right decision making knowledge of different type of marketing activity gives much important of this study. Through only in 45 days it was not possible to understand it so deeply but an overall idea would be developed. There is no certain formula for any particular problem but the aim of this study is to develop the ability of decision making. Right decisions at right time itself help an organization to run smoothly.

Steps in Marketing Research Process
Marketing Research Process can be carried out through the following steps: Define the problem and research objectives
Develop the research plan
Collect the information
Analysis and interpretations
Present the findings
DEFINE THE PROBLEM AND RESEARCH OBJECTIVES

In a very sense, this is the heart of the research process. This is the first step, which calls for the marketing manage and marketing research.
RESEARCH PLAN DEVELOPMENT

The second calls for developing the most efficient plan for gathering the needed information. Not to forget cost or values of research the marketing manager must estimate process its approval, Research plan calls for decision on.

COLLECTION OF INFORMATION Data collection phase is generally the most expensive and the most phase to error. Carry out the field work, collect data using the instruments, adjust the problem of not at homes, replaced, refusal to co-operate, biased or dishonest answers.
ANALYSIS AND INTERPRETATIONS The next to last step is to extract pertinent findings from the collected data. The researcher edits, code, tabulate the collected data.
PRESENTATION OF FINDINGS As the last step in marketing research the researchers present the findings. The researcher have to arrange the researched result according to an approval reporting format, get the report typed and bound, present the copies of the report to the concerned authorities.
RESEARCH METHODOLOGY/ DESIGN The methodology adopted for eliciting the data required for the study
was survey method. It is the overall pattern or framework of the project that will dictate as to what information is to be collected, from which sources and by what procedures.

RESEARCH METHOD Research methodology must be classified on the basis of the major purpose of the investigation. In this problem, description studies have been under taken as the objectives of the project is to conduct the market share study to determine the share of the market received by both the company and its competitors.
DATA COLLECTION The information needed to further proceed in the project had been collected through primary data and secondary data.
PRIMARY DATA Primary data consists of information collected for the specific purpose at hand for the purpose of collecting primary data, survey research was used and all the retail outlets sellers using different brands and their competitor were contacted. Survey research is the approach best suited gathering description.
SECONDARY DATA The secondary data consists of information that already exist somewhere, Having been collected for another purpose. Any researcher begins the research work by first going through the secondary data. Secondary data includes the information available with the company. It may be the findings of research previously done in the field. Secondary data can also be collected from magazines, newspapers, other surveys conducted research agencies etc.

RESEARCH METHODOLOGY The survey was carried in patna with the sample size of 300. The survey was carried out with the help of a visiting the retailers shops, which helps in accomplishing the research objectives.
Limitation of study Geographical area Demographic Time Government policy Organizational policy Attitude Personality Status Behavior in personality

ORGANIZATIONAL STRUCTURE OF IDEA CELLULAR, PATNA (BIHAR)
HEAD MARKETING (Vaibhav Niket)
Product
Vas
Roaming
mar.com.
Mar. com. Head (Manish kumar)
Asst. marketing manager

(Ravish Mishra)
Asst.Marketing Manager
(Santosh Kumar)

APPENDIX
Questionnaires: Close ended Retailer Close ended customer
CUSTOMER SIDE QUESTIONNAIRE ON DATA USAGE: Q1. What is the level of information you have about Idea data products? High Medium Low
Q2. What is your information gathering source on data products? Retailers Friends/Family Own research
Q3. Who mostly influences your purchases decisions? Retailers Friend/Family Promotions
Q4. What is the experiences known to you about Idea data products? Good Ok Bad

Q5. What is your trial intent to try Idea products High Medium Low
Q6. What is your purchase intent to purchase Idea products? High Medium Low
Name: Contact no. RETAILER SIDE QUESTIONNAIRE: Name: Shop name and location: V-TOP UP number: Q1. What is the number of data recharges that you do in a day? Gender: M/F
Q2. What arer the top 3 data recharges that you do in a day?

Q3. What is the level of company activity at your shop? High Medium Low
Q4 .What is the level of knowledge you have about Idea data products? High Medium Low
Q5. Any other queries or feedback?









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Aligarh Muslim University Center Murshidabad

An Idea can change your life

USAGE & RECHARGE PATTERNS OF DATA SUBSCRIBER ( 2G,3G,DATACARD & SMARTFONE)

Masters of Business Administration.

Aligarh Muslim University

Aligarh Muslim University Center Murshidabad

Signature of Project Guide Designation Company Stamp

Signature of faculty Guide Designation Institute Stamp

Aligarh Muslim University Center Murshidabad

Imran Shoib Summer trainee (May-June 12) Idea cellular Ltd.

Aligarh Muslim University Center Murshidabad

Aligarh Muslim University Center Murshidabad

Aligarh Muslim University Center Murshidabad

IDEA CELLULAR PATNA, BIHAR

Aligarh Muslim University Center Murshidabad

Aligarh Muslim University Center Murshidabad

Aligarh Muslim University Center Murshidabad

Aligarh Muslim University Center Murshidabad

Aligarh Muslim University Center Murshidabad

SUMMARY OF THE DIFFERENT MARKETS COVERED

Aligarh Muslim University Center Murshidabad

Aligarh Muslim University Center Murshidabad

Aligarh Muslim University Center Murshidabad

Aligarh Muslim University Center Murshidabad

DAY WISE ACTIVITIES PERFORMED

Aligarh Muslim University Center Murshidabad

Day 4: (19/05/012) Things done Holiday Day 5: (20/05/012)

Things done 1. Preparation of questionnaire 2. Interaction various vertical of marketing

Aligarh Muslim University Center Murshidabad

3. Role play of marketing

Day 9: (23/05/012) Things done

Aligarh Muslim University Center Murshidabad

Day 13: (27/05/012)

Aligarh Muslim University Center Murshidabad

Day 17: (01/06/012) Things done

Aligarh Muslim University Center Murshidabad

Day 19: (03/06/012) Things done Sunday

Day 21: (05/06/012)

Aligarh Muslim University Center Murshidabad

Day 25: (09/06/012)

Aligarh Muslim University Center Murshidabad

Aligarh Muslim University Center Murshidabad

Day 33: (20/06/012) Things done

Aligarh Muslim University Center Murshidabad

Day 38: (25/06/012)

Aligarh Muslim University Center Murshidabad

Things done 1. Data collection for ppt

Aligarh Muslim University Center Murshidabad

KEY PROBLEM IDENTIFIED:

Aligarh Muslim University Center Murshidabad

Aligarh Muslim University Center Murshidabad

OVERALL RECOMMENDATION AND IMPROVEMENTS

Aligarh Muslim University Center Murshidabad

LIMITATIONS OF THE RESEARCH

Aligarh Muslim University Center Murshidabad

FURTHER LINE OF ACTION

Aligarh Muslim University Center Murshidabad

Consumer Preference For Idea Smartfone