A

SUMMER TRAINING REPORT

ON

SALES PROMOTION
at

For The Partial Fulfillment of Master of Business Administration 2012-14

SUBMITTED TO :Jiwaji University, Gwalior SUBMITTED BY:Neerendra Pachauri BBA V Semester

GICTS GROUP OF INSTITUTIONS , GWALIOR

Shivpuri Link Road LASHKAR GWALIORTel: 91-751-2448801, 02, 03 Email: [email protected] Website: www.gicts.org.

DECLARATION
This is to declare that the Summer Training Report has been accomplished by me and being submitted in partial fulfillment of requirement for the award of the Degree of master of Business Administration from GICTS Group of Institution affiliated to Jiwaji University, Gwalior. The work has not been submitted by me anywhere else for the award of any degree or diploma. All source of information are based on my on training experience and learning.

Date:

Neerendra Pachauri

Place:

BBA V Semester

CERTIFICATE

This is to certify that Mr.. Neerendra Pachauri student of BBA V Semester of GICTS Groups of Colleges has successfully completed his Summer Training dated from 45 days and this report is submitted by His for the completion of the training requirement under my guidance and supervision.

Date : Place:

ACKNOWLEDGEMENT

It is great pleasure for me to put on record my appreciation and gratitude towards . Placement and Training Coordinator GICTS Group of College, Gwalior. My special thanks to my respected faculty
. for her valuable support and suggestions for the

execution of Summer Training. I thank her for the right direction and providing inputs for the completion of my summer training project.

Date: Place:

Neerendra Pachouri BBA V Semester

TABLE OF CONTENTS

1) 2) 3) 4) 5) 6) 7) 8) 9) 10) 11)

Introduction of topic Company profile Industry profile Scope of work Objective of project work Research methodology Data collection and data analysis Observations & findings Limitations Suggestions & recommendations Conclusion

Bibliography Annexure

CHAPTER-1 INTRODUCTION OF TOPIC

INTRODUCTION
Sales promotion, a business term, is a measure of how products and services supplied by a company meet or surpass sales expectation. It is seen as a key performance indicator within business and is part of the four perspectives of a Balanced Scorecard.

In a competitive marketplace where businesses compete for saless, sales promotion is seen as a key differentiator and increasingly has become a key element of business strategy

Measuring sales promotion

Organizations are increasingly interested in retaining existing saless while targeting nonsaless, measuring sales promotion provides an indication of how successful the organization is at providing products and/or services to the marketplace.

sales promotion is an ambiguous and abstract concept and the actual manifestation of the state of promotion will vary from person to person and product/service to product/service. The state of promotion depends on a number of both psychological and physical variables which correlate with promotion behaviors such as return and recommend rate. The level of promotion can also vary depending on other options the sales may have and other products against which the sales can compare the organization's products.

Because promotion is basically a psychological state, care should be taken in the effort of quantitative measurement, although a large quantity of research in this area has recently been developed. Work done by Berry, Brodeur between 1990 and 1998 defined ten 'Quality Values' which influence promotion behavior, further expanded by Berry in 2002 and known as the ten

domains of promotion. These ten domains of promotion include: Quality, Value, Timeliness, Efficiency, Ease of Access, Environment, Inter-departmental Teamwork, Front line Service Behaviors, Commitment to the Sales and Innovation. These factors are emphasized for continuous improvement and organizational change measurement and are most often utilized to develop the architecture for promotion measurement as an integrated model. Work done by Parasuraman, Zeithaml and Berry between 1985 and 1988 provides the basis for the measurement of sales promotion with a service by using the gap between the sales's expectation of performance and their perceived experience of performance. This provides the measurer with a promotion "gap" which is objective and quantitative in nature. Work done by Cronin and Taylor propose the "confirmation/disconfirmation" theory of combining the "gap" described by Parasuraman, Zeithaml and Berry as two different measures (perception and expectation of performance) into a single measurement of performance according to expectation. According to Garbrand, sales promotion equals perception of performance divided by expectation of performance.

The usual measures of sales promotion involve a survey with a set of statements using a Likert Technique or scale. The sales is asked to evaluate each statement and in term of their perception and expectation of the performance of the organization being measured.

Definition: Sales promotion

The degree to which there is match between the sales's expectations of the product and the actual performance of the product. The broad definition of services implies that intangibility is a key determinant of whether an offering is a service. While this is true, it is also true that very few products are purely intangible or totally tangible. Instead, services tend to be more intangible than manufactured products, and manufactured products tend to be more tangible than services. For example, the fast-food industry while classified as a service, also has many tangible components such as the food" the packaging, and so on. Automobiles, while classified within the manufacturing sector, also supply many intangibles, such as transportation. Throughout this text, when we refer to services we will be assuming the broad definition of services and acknowledging that there are very few "pure services,, or "pure goods." The issues and approaches we discuss are directed toward those offerings that lie on the right side, the intangible side, of the spectrum.

As suggested earlier, intangibles arc not produced only in the service sector of the economy. Manufacturers such as Boeing Airplane Company and Ford Motor Company also produce products on the right end of the spectrum, both for sale to external consumers and to support internal production processes. For example, Boeing has provided consulting services and demand forecasting services for its airline saless. And within Boeing large departments (such as data processing and legal services) provide Internal services to the organization.

Trends in the Service Sector

Although we often hear and read that many modern economies are dominated by services, the United States and other countries did not become service economies overnight. As early as 1929,55 percent of the working population was employed in the service sector in the united States, and approximxely 54 percent of the gross national product was generated by services in 1948. That the trend toward services has continued, until in 1999 services represented 78 percent of the gross domestic product (GDP) and 80 percent of employment. Note also that these data do not include internal services provided within a manufacturing company (such as IBM or Boeing) or services that these manufacturers sell externally.

SALES EXPECTATIONS OF SERVICE

Sales expectations are beliefs about service delivery that function as standards of reference points against which performance is judged. Because saless compare their perceptions of performance with these reference points when evaluating service quality, thorough knowledge about sales expectations is critical to services marketers. Knowing what the sales expects is the first and possibly most critical step in delivering quality service. Being wrong about what saless want can mean losing a sales's business when another company hits the target exactly. Being wrong can also mean expending money, time, and other resources on things that don't count to the sales. Being wrong can even mean not surviving in a fiercely competitive market. Among the aspects of expectations that need to be explored and understood for successful services marketing are the following: What types of expectation standards do saless hold about services? What factors most influence the formation of these expectations? what role do these factors play in changing expectations? How can a service company meet or exceed sales expectations.

FACTORS THAT INFLUENCE SALES EXPECTATIONS OF SERVICE

Because expectations play such a critical role in sales evaluation of services, marketers need and want to understand the factors that shape them. Marketers would also like to have control over these factors as well. But many of the forces that influence sales expectations are uncontrollable. In this section of the chapter we try to separate the many influences on sales expectations.

Sources of Desired Service Expectations

The two largest influences on desired service level are personal needs and philosophies about service. Personal needs those states or conditions essential to the physical or psychological wellbeing of the sales, are pivotal factors that shape what we desire in service. Personal needs can fall into many categories, including physical, social, psychological, and functional. A fan who regularly goes to baseball games right from work, and is therefore thirsty and hungry hopes and desires that the food and drink vendors will pass by his section frequently, where as a fan who regularly has dinner elsewhere has a low or zero level of desired service from the vendors. A sales with high social and dependency needs may have relatively high expectations for a hotel's ancillary services, hoping, for example, that the hotel has a bar with live music and dancing. The effect of personal needs on desired service is illustrated by the different expectations held by two business insurance saless: Some saless are more demanding than others, having greater sensitivity to, and higher expectations of, service. Enduring service intensifiers are individual, stable factors that lead the sales to a heightened sensitivity to service. One of the most important of these factors can be called derived service expectations, which occur when sales expectations are driven by another person or group of people. A niece from a big family who is planning a 90th birthday party for a favorite aunt is representing the entire family in selecting a restaurant for a successful

celebration. Her needs are driven in part by the derived expectations from the other family members. A parent choosing a vacation for the family, a spouse selecting a home-cleaning service.

SALES PROMOTION What is Sales promotion?

Everyone knows what promotion is, until asked to give a definition' Then, it seems nobody knows. This quote from Richard L. Oliver, respected expert and longtime writer and researcher on the topic of sales promotion, expresses the challenge of defining this most basic of sales concepts. Building from previous definitions' Oliver offers his own formal definition: Promotion is the consumer's fulfillment response. It is a judgment that a product or service feature, or the product or service itself, provides a pleasurable level of consumption-related fulfillment. In less technical terms, we translate this definition to mean that satisfactorily is the saless' evaluation of a product or service in terms of whether that product or service has met their needs and expectations. Failure to meet needs and expectations is assumed to result in dispromotion with the product or service In addition to a sense of fulfillment in the knowledge that one's needs have been met, promotion can also be related to other types of feelings, depending on the particular context or type of service. For example, promotion can be viewed as contentment-more. of a passive response that consumers may associate with services they don't think a lot about or services that they receive routinely over time' Promotion may also be associated with feelings of pleasure for services that make the consumer feel good or are associated with a sense of happiness. For those services that really surprise the consumer in a positive way, promotion may mean delight. And in some situations, where the removal of a negative leads to promotion, the consumer may associate a sense of relief with promotion.

It is also important to recognize that although we tend to measure consumer promotion at a particular point in time as if it were static, promotion is a dynamic, moving target that may evolve over time, influenced by a variety of factors. Particularly when product usage or the service experience takes place over time, promotion maybe rightly variable depending on which point in the usage or experience cycle one is focusing on. Similarly, in the case of very new services or a service not previously experienced, sales expectations may be barely forming at the point of initial purchase, these expectations will solidify as the process unfolds and the consumer begins to form his or her perceptions. Through the service cycle the consumer may have a variety of different experiences, some good, some not good-and each will ultimately impact promotion.

What Determines Sales promotion?

Sales promotion is influenced by specific product or service features and by perceptions Of quality as suggested by Figure 4.1. Promotion is also influenced by saless' emotional responses, their attributions, and their perceptions of equity.

CHAPTER-2 COMPANY PROFILE

COMPANY PROFILE
The established service areas are Delhi, Andhra Pradesh, Gujarat, Maharashtra, Haryana, Kerala, Madhya Pradesh and Uttar Pradesh (West). Licenses for the Maharashtra and Gujarat Service Areas were awarded in December 1995, with network rollout and commercial launch achieved in 1997. In January 2001 the mobile operations in Andhra Pradesh Service Area were integrated with IDEA through a merger with Tata Cellular Limited. In June 2001, the mobile operations in Madhya Pradesh Service Area were fully integrated with IDEA through an acquisition of RPG Cellcom Limited. In October 2001, the license for Delhi Service Area was acquired during the fourth mobile license auction, with network rollout and commercial launch in November 2002. In January 2004, Escotel Mobile Communications Private Limited ("Escotel"), was acquired with its original licenses in the Service Areas of Haryana, Uttar Pradesh (West) and Kerala. All these Service Areas were re-branded and integrated with IDEA in June 2004. Call forwarding

Call conferencing Call waiting and Call holding facility

Unified Messaging Services: This provides Voice mail, Wireless Application Protocol (WAP): Surf WAP enabled websites on Internet using

(a) VOICE MAIL

Cell One Voice Mail Service ensures that the saless never miss their calls even when their phone is busy, switched off, out of coverage, or the sales is simply too busy to take the call. In such cases, Cell One VMS greets the caller and records a message from the caller, which the sales can retrieve later at his convenience from anywhere in the world. This is available to all post-paid saless.

VALUE ADDED SERVICES

1. SMS BASED VALUE ADDED SERVICE : SIM BASED, SHORT CODE BASED 2. VOICE BASED VALUE ADDED SERVICE 3. GPRS/MMS: The Cellular Mobile subscribers of IDEA who have the GPRS subscription, now have access and download the rich content like Polyphonic ring tones, True tones, Real tones, MP3 tones, SMS tones, Themes, Color wallpapers, Java Games, etc thorough the website (www.cellone.in) as well as the WAP site (wap.cellone.in). The detailed catalogue of the content can be seen either at the above website or the WAP site. 4. The subscribers interested in knowing about how they can subscribe to GPRS of IDEA need to send "GPRS" as SMS to short code "3733". 5. The subscribers who need to have the GPRS settings for activating their GPRS subscription on their GPRS handsets can click here.

6. The Companies who are interested in becoming the partners of IDEA. 7. NEWSPAPER service: This is a new value added service under cellular services (both prepaid and postpaid GPRS subscribers) in the name of "MOBILE NEWSPAPER" the WAP portal of IDEA "Cell One Safari".

SMS
Mobile to Mobile Messaging is a revolutionary new means of communication that allows Cell One mobile subscribers to send a short text message instantaneously to any other mobile subscriber. We can type down the message and send it to any mobile. The message can be of 160-character length including spaces, punctuation and special characters. The system sends the confirmation about the delivery of the message to the sender as soon as the message is delivered .If the called number is busy or out of coverage area, the system periodically monitors the status of the called number and sends the message as soon as it becomes active. IDEA provides national and International SMS facility to its post and pre-paid saless at very cheap price.

CALL FORWARDING
In case we are in a meeting or our Cell phone is switched off, using the Call Forwarding feature, we can forward our calls on a fixed line or a cell phone where someone can see messages on your behalf. You can also forward an incoming call while speaking to someone.

CALL CONFERENCE
There are times when we have wished that we could speak to a group of people simultaneously. May be wanted to gossip with friends, or hold discussions with clients. Now we can have the privilege of a teleconference with up to 6 people, at the punch of a few buttons

CALL WAITING
This feature enables us to speak to two callers, one at a time, without hanging up on either one of them. When this network service is activated, the network notifies we of a new incoming call while we have a call in progress. If another person tries calling us midway through a conversation, he/she will hear a message informing him/her that your line is busy, while you will hear beeps at intervals. We can accept the second call while putting the first call on hold.

UNIFIED MESSAGING ON CELLONE

1. 2. 3. FAX Message E-Mail E-Mail to Speech (ETS)

FAX-Message
This feature will enable the subscriber to sent/receive fax message. The fax can be sent/received to/by the subscriber either through IDEA UMN account or using fax machine. This feature will enable the subscriber to send/receive E-mail. The subscriber has to get IDEA UMN account for this feature.

E-Mail to Speech (ETS)

This feature will enable the subscriber to receive the Email on the mobile phone .In order to listen E-mail messages from your voice mailbox.

PRODUCT PROFILE

Product Name

Year

Month

Sales Quantity

Sales Value(Rs.Million) % of STO

Telecom Service Revenue

2010

03

0.00

118502.21

100.00

Handsets/DataCards - Traded

2010

03

0.00

0.22

0.00

Telecom Service Revenue

2009

03

0.00

98383.47

99.81

Handsets/DataCards

2009

03

92703.00

187.33

We were incorporated as Birla Communications Limited on March 14, 1995 and granted a certificate of commencement of business on August 11, 1995. Our registered office was in Mumbai, Maharashtra. Our name was changed to Birla AT&T Communications 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, Gandhinagar 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 dated December 5, 1995 was replaced by a shareholders agreement dated December 15, 2000 entered into between Grasim Industries Limited on behalf of 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 Apex Investments (Mauritius) Holding Private Limited (formerly known as AT&T Cellular Private Limited) sold all their shares in the Company to the Aditya 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 long as an initial public offering has not occurred and P5 Asia holds no 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 Asias prior consent (such consent to be obtained in a board and/or shareholders resolution) including in respect of:

(i)

Any merger with, acquisition of, or amalgamation or consolidation with another company or business.

(ii)

Assuming or permitting to exist any borrowings or indebtedness in the nature of borrowings if the amount of all such borrowings of our Company and its Subsidiaries would exceed Rs. 6,800 million.

(iii) Entering into a new line of business. (iv) Increasing our authorized or issued share capital or, (v) 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 right to appoint one director to our Board so long as it holds at least 10% of our total issued and outstanding Equity Shares. Mr. Biswajit Subramanian has been appointed to our Board by P5 Asia pursuant to the exercise of the above right. In addition, any IPO of our Equity Shares requires P5 Asias 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, Madhiya 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.

History of the organization & its objectives

The chronology of key events of the Company from incorporation is set out below: 1995: Incorporated as Birla Communications Limited obtained licenses for providing GSMbased services in the Gujarat and Maharashtra circles following the original GSM license bidding process. 1996: Changed name to Birla AT&T Communications Limited following joint venture between Grasim Industries and AT&T Corporation. 1997: Commenced operations in the Gujarat and Maharashtra Circles. 1999: Migrated to revenues share license fee regime under New Telecommunications Policy (NTP). 2000: Merged with Tata Cellular Limited, thereby acquiring original license for the Andhra Pradesh Circle. 2001: Acquired RPG Cellular Limited and consequently the license for the Madhya Pradesh (including Chattisgarh) Circle. Changed name to Birla Tata AT&T Limited. 2001: Obtained license for providing GSM-based services in the Delhi Circle following the fourth operator GSM license bidding process 2002: Changed name to Idea Cellular Limited and launched Idea brand name 2003: Reached the two million subscriber mark Commenced commercial operations in Delhi Circle Reached the one million subscriber mark

2004: Completed debt restructuring for the then existing debt facilities and additional funding for the Delhi Circle, Acquired Escotel Mobile Communications Limited (subsequently renamed as Idea Mobile Communications Limited) Reached the four million subscriber mark. First operator in India to commercially launch EDGE services. 2005: Reached the five million subscriber mark, turned profit positive won an award for the Bill Flash service at the GSM Association Awards in Barcelona, Spain Sponsored the International Indian Film Academy Awards. 2006: Became part of the Aditya Birla Group subsequent to the TATA Group, transferring its entire shareholding in the Company to the Aditya Birla Group. Acquired Escorts Telecommunications Limited (subsequently renamed as Idea Telecommunications Limited). Restructuring of debt Launch of the New Circles Reached the 10 million subscriber mark Received Letter of Intent from the DoT for a new UAS License for the Mumbai Circle. Received Letter of Intent from the DoT for a new UAS License for the Bihar Circle through Aditya Birla Telecom Limited. ABNL, the parent of Aditya Birla Telecom Limited, pursuant to a letter dated November 22, 2006, agreed to transfer its entire shareholding in Aditya Birla Telecom Limited to the Company for the consideration of Rs. 100 million. 2008 IDEA comes to Punjab, Karnataka Idea Cellular and TM International to acquire Spice Group stake in Spice Communications and merge Spice with Idea 2009 Spectrum allocation for Assam, Northeast, Jammu & Kashmir and West Bengal service areas IDEA expands in North East; launches services in Meghalaya IDEA covers Assam under its national GSM network

 2010 2011

IDEA enters Kolkata & West Bengal IDEA enters Orissa, as it expands nationally

Issue and allotment of equity shares pursuant to Scheme of Amalgamation of Spice Communications Limited De-Merger of Telecom License for Bihar service areas and Telecom assets from ABTL to Idea Auction of 2.1 GHz band (3G Spectrum) Idea rings in the Power of 3G

Main Competitors Rank 01 02 03 04 05 06 07 08 Company Bharati Airtel Vodafone Essar Idea BSNL Aircel Reliance Telecom MTNL Loop Mobile Total Total Subscribers 116013951 88607607 55905178 55186967 29354370 14607614 4508251 2595454 366779392 Market Shares 31.63% 24.16% 15.24% 15.05% 8.00% 3.98% 1.23% 0.71% 100%

Location Details - Idea Cellular

Location Type Registered Office Suman Tower Plot No. 18 Gandhinagar - 382011 Gujarat - India Phone : 66714000 Fax : 23232251

Address

Email : [email protected] Internet : N.A. Corporate Office 11/1, Sharada Center Off Karve Road Pune - 411004 Maharashtra - India Phone : M - 9850003222, Fax : 9850003999 Email : [email protected] Internet : N.A. Registered Office Suman Tower, Plot No. 18, Sector-11 Gandhinagar - 382011 Gujarat - India Phone : 66714000 Fax : 23232251 Email : [email protected] Internet : N.A.

Corporate Office

Windsor, 5th Floor, Off CST Road, Near Vidya Nagari, Kalina, Santacruz (East) Mumbai - 400098 Maharashtra - India Phone : 66820000 Fax : 66820499 Email : [email protected] Internet : N.A.

Corporate Office

Windsor, 5th Floor, Off CST Road, Near Vidya Nagari, Kalina, Santacruz (East) Mumbai - 400098 Maharashtra - India Phone : 66820000 Fax : 66820499 Email : [email protected] Internet : N.A.

CHAPTER-3 INDUSTRY PROFILE

INDUSTRY PROFILE
Profile of Indian Sugar Industry: India has been known as the original home of sugarcane and sugar. Indians knew the art of making sugar since the fourth century. However the advent of modern sugar industry in India dates back to mid 1930's when a few vacuum pan units were established in the sub-tropical belts of Uttar Pradesh and Bihar. Until the mid 50s, the sugar industry was almost wholly confined to the states of Uttar Pradesh and Bihar. After late fifties or early sixties the industry dispersed into Southern India, Western India and other parts of Northern India. India is the largest consumer and second largest producer of sugar in the world. The sufficient and well distributed monsoon rains, rapid population growth and substantial increases in sugar production capacity have combined to make India the largest consumer and second largest producer of sugar in the world. The Indian sugar industry has not only achieved the singular distinction of being one of the largest producer of white plantation crystal sugar in the world but has also turned out to be a massive enterprise of gigantic dimensions. With over 450 sugar factories located throughout the country, the sugar industry is amongst the largest agro processing industries, with an annual turnover of Rs150bn. It plays a major role in rural development and its importance for India stretches far beyond the role of a sweetener supplier. The sugar factories located in various parts of the country work as nuclei for development of rural areas by mobilizing rural resources and generating employment, transport and communication facilities.

1.6 Personnel Policy

After the establishment of objectives of personnel management, personnel policies are to be formulated. Policies are general statements that guide thinking and action in decision making. Definition of personnel policy: Personnel policies guide action. They offer the general standards or parameters based on which decisions are reached. They serve as a road map for managers on a number of issues such as recruitment (the job for physically challenged only) selection (selection

based on merit only) promotion (performance leads to promotion) and compensation. Important features of an effective personnel policy can be broadly outlined as: 1) It is generally derived from the personnel objectives of an organization. 2) It summaries past experience in the form of useful guidelines that help managers to speed up the decision making process. It helps managers as well as subordinates to dispose of repetitive problems in a consistent manner without getting into trouble. It serves as a standing plan that can be put to use repeatedly while solving problems of a recurring nature.

3) As a guide to executive thinking it permits managers to transfer some of the recurring problems to subordinates. In a way, a personal policy is an important management tool that facilitates some transfer of decision making to lower levels of organizations. 4) It helps in achieving coordination of organizational members and help predict more accurately the actions and decision of others.

1.7 Marketing
(b) VALUES (c) Integrity - honesty in every action At Aditya Birla Group, Integrity is defined as: Acting and taking decisions in a manner that is fair, honest, following the highest standards of professionalism and also perceived to be so. Integrity for us means not only financial and intellectual integrity, but in all other forms as are commonly understood.

(d) Key words that connote Integrity are:

Ethical Truthful Principled Transparent Upright Respectful

Commitment - deliver on the promise At Aditya Birla Group Commitment is defined as: On the foundation of integrity, doing whatever it takes to deliver value to all stakeholders. In the process, taking ownership of our actions and decisions, those of our team and that part of the organization that we are responsible for. (e) Key words that connote commitment are:

Accountability Discipline Responsibility Result -orientation Self-confidence Reliability

(f) Passion - energized action At Aditya Birla Group Passion is defined as: A missionary zeal arising out of emotional engagement with the organization that makes work joyful and inspires each one to give his or her best. Relentless pursuit of goals and objectives with the highest level of energy and enthusiasm, that is voluntary and spontaneous. (g) Key words that connote passion are:

Intensity Innovation Transformational Fire-in-the-belly Inspirational Deep sense of purpose

(h) Seamlessness - boundryless in letter and spirit At Aditya Birla Group, Seamlessness is defined as: Thinking and working together across functional silos, hierarchies, business and geographies. Leveraging the available diversity to garner synergy benefits and promote openness through sharing and collaborative efforts. (i) Key words that connote Seamlessness are:

Teamwork Integration

Involvement Openness Global Learning from the best Empowering

(j) Speed - one step ahead always At Aditya Birla Group, Speed is defined as: Responding to internal and external customers with a sense of urgency. Continuously seeking to crash timelines and choosing the right rhythm to optimize organization efficiencies. (k) Key words that connote Speed are:

Response time Agile Accelerated Timelines Nimble Prompt Proactive Decisive

Definition of marketing: A social definition shows role of marketing society. One marketer said that marketings role is to Deliver a higher standard of living. Here is a social definition serves our purpose: Marketing is a social process by which individuals and groups obtain what they need and that through creating, offering and freely exchanging products and services of value with other. A managerial definition says that, marketing has often been described as: The art of selling products;, but the people are surprised when they that the most important part of the marketing is to selling! Selling is the only tip of marketing iceberg. According to peter ducker a leading management theorist puts in this way: There will always one can assume, be need for some selling. But the aim of marketing is to make selling superfluous. The aim of marketing is to know and understands the customer so well that the product or service fits him and sell itself. Ideally, marketing should result in a customer who is ready to buy. All that should be needed then is to make the product or service available.

When Sony designed its walkman, when Nintendo designed a superior video game, When Toyota introduced its Lexus automobile; these manufactures were swapped with orders because they had designed the right product based on careful marketing homework. MARKETING STRATEGY OR MARKETING MIX Meaning: The marketing mix is the set of marketing tools is the firm uses to pursue its marketing objectives in the target market. A successful marketing strategy must have marketing mix as well as large market for which the marketing mix prepared, Combination of a number of devices or types of marketing activities that the co-ordinates into a single marketing program to reach particular target. The combination of these marketing methods or devices is known as marketing mix. Mc carthy classified these groups into four broad groups that he called for ps marketing mixes are: 1. product 2. price 3. promotion 4. place Product :A tangible object or an intangible service that is mass produced or manufactured on a large scale with a specific volume of units. Intangible products are service based like the tourism industry & the hotel industry or codes-based products like cell phone load and credits. Typical examples of a mass produced tangible object are the motor car and the disposable razor. A less obvious but ubiquitous mass produced service is a computer operating system. Packaging also needs to be taken into consideration. Price :The price is the amount a customer pays for the product. It is determined by a number of factors including market share, competition, material costs, product identity and the customer's perceived value of the product. The business may increase or decrease the price of product if other stores have the same product. Place : Place represents the location where a product can be purchased. It is often referred to as the distribution channel. It can include any physical store as well as virtual stores on the Internet.

Promotion: It represents all of the communications that a marketer may use in the marketplace. Promotion has four distinct elements: advertising, public relations, word of mouth and point of sale. A certain amount of crossover occurs when promotion uses the four principal elements together, which is common in film promotion. Advertising covers any communication that is paid for, from cinema commercials, radio and Internet adverts through print media and billboards. Public relations are where the communication is not directly paid for and includes press releases, sponsorship deals, exhibitions, conferences, seminars or trade fairs and events. Word of mouth is any apparently informal communication about the product by ordinary individuals, satisfied customers or people specifically engaged to create word of mouth momentum. Sales staff often plays an important role in word of mouth and Public Relations (see Product above).

Broadly defined, optimizing the marketing mix is the primary responsibility ofmarketing. By offering the product with the right combination of the four Ps marketers can improve their results and marketing effectiveness. Making small changes in the marketing mix is typically considered to be a tactical change. Parm Bains says making large changes in any of the four Ps can be considered strategic. For example, a large change in the price, say from $19.00 to $39.00 would be considered a strategic change in the position of the product. However a change of $130 to $129.99 would be considered a tactical change, potentially related to a promotional offer.

The term 'marketing mix' however, does not imply that the 4P elements represent options. They are not trade-offs but are fundamental marketing issues that always need to be addressed. They are the fundamental actions that marketing requires whether determined explicitly or by default.

A figure showing marketing mix

Product Variety, Quality Designer, Quality Feauters, Brand Name, Packaging sizes, Services Warranties, Returns

Price List Price Discounts Allowances, Payment, Period, Credit period

Target Customer Intended Positioning

Promotion: Advertising, Personal Selling, Sales, Promotion, Public relation

Place: Channels, Coverage Assortments, Locations, Inventory, Transportation, Logistics

CHAPTER- 4 SCOPE OF WORK

SCOPE OF THE STUDY

In todays context both markets and marketing is complex. Cellular Phones and mobiles have stormed the market in its fast growing world of technology. This survey under taken for Cell Phone services will enable it to Phone. The users awareness and promotion level towards IDEA Cell Phone services. This survey gathers information from Cell Phone users. It brings out the sales feedback on the product. Mainly this survey looks into the users profile and check for any relevant relation of dependence with the variable like occupation age group of respondents. This study restricts itself to SRI KALAHASTHI Division. It helps to understand users preference for the main competing brands of Cell Phone services like IDEA CELLULAR SERVICES,TATA DOCOMO,UNINOR, VODAFONE, MTS and RELIANCE in. Sri Kalahasti. This will benefit company in making their future marketing decisions.

Chapter-5 Objective of project work

OBJECTIVES OF THE STUDY

To know the satisfactory level of the saless about IDEA Cell Phone services. To find out the percentage of respondents connected to IDEA and usage of schemes. To know the easy availability of recharge coupons. To find out the priority the reason for using IDEA Cell Service. To find out that how staff behavior is?

CHAPTER-6 RESEARCH METHODOLOGY

RESEARCH METHODOLOGY
MEANING OF RESEARCH:
According to D. Stephenson in the Encyclopedia of social sciences defines research as the manipulation of thing, concepts are symbols for the purpose of generalizing to extend, correct or verify knowledge, whether that knowledge aids in construction of theory or in practice of an art.

RESEARCH DESIGN:
Research Methodology include seven stages that to be followed sequentially. Those are listed below. 1. First the problem has to be defined and determined. Knowing the need of the study can do this. 2. The information that is required for solving the problem has to be specifically defined. 3. In this stage source from which the information can be obtained is identified 4. The next step is to obtain information through data collection techniques. 5. The obtained information is processed to get the required output 6. The findings from the processed information are then interpreted. 7. Lastly the findings are presented.

This can be symbolically represented as shown below DETERMINE THE PROBLEM

SPECIFY THE INFORMATION NEEDED

IDENTIFY THE SOURCE OF INFORMATION

OBTAIN THE INFORMATION

PROCESS THE INFORMATION

INTERPRET THE INFORMATION

PRESENT THE FINDINGS The research design is the basic framework that provides guidelines for the rest of the research process. The research design specifies the method of data collection and analysis. Research was undertaken in SRI KALAHASTHI during JUNE 2010 to AUGUST 2010.

2) DATA SOURCES:
Data sources are the sources from which we get the information. Data collected through company approved questionnaires have been used as the primary source of data and also usage of secondary data wherever applicable.

PRIMARY DATA
To understand the sales of newspaper in terms of brand choice and brand perceptions, primary data is necessary. By using primary data, collection method, consumers were collected. (COLLECT or Gather consumer responses). This was done with the help of fully prepared structured questionnaires with a prescribed sequence of open ended, and closed ended questions, multiple choices, discriminate, rating and ranking to capture the appropriate responses from the respondents.

SECONDARY DATA
This was collected through oral communication. Secondary data about the company profile and other details were collected from the company brochures through personal discussions with the company managers .Data pertaining to newspaper industry has been obtained through the book The Mass Media and You by Desmond A.D. Abcro.

SAMPLING PROCEDURE
A sample of 120 respondents belonging to different areas in SRI KALAHASTHI was drawn. The sample was divided into different groups in such a way that it will represent different categories of the people.

SAMPLING TECHNIQUE
The location was chosen on a random basis. Even this sample was chosen by simple random sampling. A sampling technique in which every element of the population of interest has an equal probability of being included in this sample.

POPULATION:
All the Saless of IDEA have been deemed as the population of the study.

SAMPLE SIZE
The sample size is 120, and the respondents are from SRI KALAHASTHI.

PERIOD OF STUDY
The period of study is 2 months duration (JUNE to AUGUST 2010).

CHAPTER-7 DATA COLLECTION AND DATA ANALYSIS

DATA COLLECTION AND DATA ANALYSIS

AGE TABLE-1

AGE 15-20 20-35 35-50 Above50 Total

NO OF RESPODENTS 21 50 42 7 120

PERCENTAGE 9.16 41.6 35.00 5.30 100

Age
60 50 40 30 20 10 0 15-20 20-35 35-50 Above50 years 7 21 Respondents 50 42

INFERENCE:
Most of the cell phone users age between20-35years have taken with in 41.60% we have observe the above table for 50 years persons having 5.4%.

TABLE-2 MAJOR SALES FOR IDEA SERVICES

SALESS STUDENTS EMPLOYEES BUSINES PEOPLES OTHERS Total NO.OF RESPONDENTS 18 35 55 12 120 PERCENTAGE 15.00 29.17 45.84 10.00 100

Customer for idea services

12

18 STUDENTS EMPLOYEES BUSINES PEOPLES OTHERS

35 55

INFERENCE:
Most of the business people are using the idea services 45.84% and 29.12% Employees, 15%of students and 10% of others are using idea services.

TABLE-3 FROM HOW MANY YEARS ARE YOU SALES FOR IDEA SERVICE.

NO.OF SALESS RESPONDENTS Below one year 1-2years 2-5years Above 5years Total 30 52 34 21 120 10.83 43.33 28.33 17.51 100 PERCENTAGE

from how many years are you customer for idea service
60 50 40 30 20 10 0 52 30 34 21 Respondents

Below one year

1-2years

2-5years

Abov e 5years

ye a rs

INFERENCE:
Most of the cell phone users have taken idea service 1-2 yrs is 47.5%, 2-5 yrs saless are 45%, above 5 yrs are 17.5% and fresh saless are 9.17%

TABLE 4 WHICH TYPE OF SREVICES ARE YOU HAVING.

NO. OF SERVICES RESPONDENTS Pre paid Post paid Total 97 23 120 80.83 19.17 100 PERCENTAGE

which type of service you are having

120 100 80 60 40 20 0 Pre paid services Post paid 23 Respondents 97

INFERFERENCE:
Most of the respondents are using Pre Paid service 80.83% and Post paid service respondents are 19.17%.

TABLE-5

ARE YOU SATISFIED WITH THE IDEA NETWORK

SALESS Highly satisfied Satisfied Neutral Dis satisfied Total

NO. OF RESPONDENTS 30 53 36 1 120

PERCENTGE 25.00 44.17 30.00 0.83 100

Are you satisfied with the idea network

1 36

30

Highly satisfied Satisfied Neutral Dis satisfied

53

INFERENCE:
Majority of the respondents 44.17% are satisfied with the idea network and 0.83% respondents are dis satisfied.

TABLE-6 ARE YOU SATISFIED WITH THE SALES AFTER SERVICES PROVDE BY IDEA

Sales Highly satisfied Satisfied Neutral Totol

NO.OF RESPONDENTS 20 53 47 120

PERCENTAGE 16.67 44.16 39.17 100

Are you satisfied with the sales after service provide by idea
60 50 40 30 20 10 0 53 47

20

Respondents

Highly satisfied

Satisfied Customers

Neutral

INFERENCE:
Majority of the respondents are satisfy with sales after services 44.17%,highly satisfied respondents are 16.16% and no respondents are dissatisfied.

TABLE 7 ARE YOU SATISFIED WITH THE OFFERS PROVIDE BY IDEA

SALESS Highly satisfied Satisfied Neutral Dis satisfied Total

NO.OF RESPONDENTS 23 47 46 4 120

PERCENTAGE 19.17 39.16 38.33 3.40 100

Are satisfied prode by idea offers

Highly satisfied Satisfied Neutral Dis satisfied

INFERENCE:
Majority of the respondents 39.17% are satisfied with the idea services,38.14% respondents are neutral,19.16% respondents are highly satisfied and3.33% respondents are dissatisfied with the idea services.

TABLE-8 ARE YOU SATISFIED WITH THE IDEA CALL RATES

NO.OF SALESS RESPONDENTS Highly satisfied Satisfied Neutral Dis satisfied Total 13 58 47 2 120 10.83 48.33 39.17 1.60 100 PERCENTAGE

Are you satisfied with the idea call rates

70 60 50 40 30 20 10 0 58 47 Respodents 13 2 Highly satisfied Satisfied Neutral Dis satisfied

Call rates

INFERENCE: Majority of the respondents 48.33%satified with idea call rates,10.83% are
highly satisfied and 1.67% respondents are dis satisfied.

TABLE-9 ARE YOU SATISFIED WITH THE CALLER TUNES PROVIDED BY IDEA
ROAMING NO. OF RESPONDENTS FACILITY Highly satisfied Satisfied Neutral Dis satisfied Total 10 34 56 20 120 8.34 28.33 46.67 16.66 100 PERCENTAGE

Are you satisfied with idea caller tunes

20

10 Highly satisfied 34 Satisfied Neutral Dis satisfied

56

INFERENCE:
Majority of the respondents 46.67% are neutral with the caller tune provided by idea cellular service and 16.67% respondents are dis satisfied.

TABLE-10 ARE YOU FEELING AN IDEA SCHOOL ADVRETISEMENT

SALESS NO. OF RESPONDENTS PERCENTAGE

Highly satisfied Satisfied Neutral Dis satisfied Total

61 41 18 0 120

50.83 34.17 15.00 0 100

Are you feeling an idea school advertisment

70 60 50 40 Respondents 30 20 10 0 Highly satisfied Satisfied Advertism ent Neutral 18 41

61

INFERENCE:
Half of the respondents 50.83% are highly satisfied with idea school advertisement and no respondents are dis satisfied with the idea school advetisment.

TABLE-11 WHO RECOMMENDED IDEA SRERVICE TO YOU

SALESS Friends Dealers Your self Others TOTAL NO.OF RESPONDENTS 27 38 49 6 120 PERCENTAGE 22.5 31.67 40.83 5.00 100

Who recommanded idea services to you

27 Friends Dealers Your self Others 38

49

INFERENCE:
Majority of the respondents 40.83% arte self recommended and 22.5% friends,31.67% dealers and others are5%.

TABLE-12 WOULD YOU LIKE TO CONTINUE WITH IEDA SERVICES

SALESS Yes No Total NO.OF RESPONDENTS 85 35 120 PERCENTGE 70.83 29.17 100

Would you like to continue with idea services

35 Yes No 85

INFERENCE:
Majority of the respondents 70.83% are continuing with idea services and 29.17% are dis continuing the idea services.

TABLE-13

TABLE-13 IN YOUR POINT OF YOU VIEW MAIN COMPETITORS FOR IDEA SERVICES
NO.OF SALESS RESPONDENTS IDEA AIR TEL VODAFONE TATA DOCOMO TOTAL 24 51 38 7 120 20.00 42.50 31.60 5.83 100 PERCENTAGE

Who are the main competitors to idea services

60 50 40 30 20 10 0 51 38 24 7 Respondents

AIR TEL

Competitors

INFERENCE: Majority of the respondents 42.5% IDEA CELLULAR SERVICES services

are competitors, 31.67% Vodafone are competitors and 20% of IDEA and reliance and tata indicom are no competition with the idea services .

VODAFONE

TATA DOCOMO

BSNL

TABLE-14 RANKS OF IDEA SERVICES COMPARED WITH COMPITETORS

RANKS 1st 2nd 3rd Cant say Total 30 50 120 NO.OF RESPONDENTS 16 24 PERCENTAGE 13.33 20.00 25.00 41.67 100

Rank of idea services compared with compitetors

60 50 40 30 20 10 0 50 30 Series1

24 16

1st

2nd Ranks

3rd

Cant say

INFERENCE:Majority of the respondents 41.67% cant say their opinion,25% of

respondents are giving 3rd rank and 13.33% of respondents giving 1st ran k with the idea services compared with competitors.

ARE YOU ENJONG WITH IDEA ADVERTISMENT TABLE-15

SALESS Yes No Total NO.OF RESPONDENTS 98 22 120 PERCENTAGE 81.67 18.33 100

Are you enjoy idea advirtisement

22

Yes No

98

INFERENCE:
Majority of the respondents 81.67% are enjoying with idea advertisement and 18.33% are dis satisfied with idea advertisement.

ARE SATISFIED WITH SALES CARE SUPPORT PROVIDED BY IDEA SERVICES TABLE-16
SALESS Highly satisfied Satisfied Neutral Dis satisfied Total NO.OF RESPONDENTS 21 51 43 5 120 PERCENTAGE 17.5 42.5 35.83 4.17 100

Are you satisfied with customer care support provided by IDEA services
Highly satisfied Satisfied Neutral Dis satisfied

INFERENCE:
Majority of the respondents 35.83% are satisfied with sales care support provided by idea services, 4.17% of dis satisfied by sales care support provided by idea services.

YOU FEELING ABOUT IDEA POWER SERVICES TABLE-17

NO.OF Sales RESPONDENTS Highly satisfied satisfied Nuetral dissatisfied Total 19 43 47 11 120 15.83 35.83 39.17 9.17 100 PERCENTAGE

Are you satir fied with idea power services

11

19 Highly satisfied satisfied Nuetral 43 dissatisfied

47

INFERENCE:
Majority of the respondents 39.17%are neutral in their feeling about idea power services and 9.16% are dissatisfied with idea power services.

ARE YOU SATISFY THE NIGHT BALANCE TIMING FOR IDEA SERVICES COMPARE WITH OTHER COMPITETORS TABLE-18
SALESS Yes No Total NO.OF RESPONDENTS 39 81 120 PERCENTAGE 32.5 67.5 100

Satisfy with night balance timings

39 Yes No 81

INFERENCE:
Majority of the respondents 67.5% are satisfied with the night balance timings and 32.5% are dissatisfied with night balance timings of idea net work compared with other services.

Chapter -8 FINDINGS

FINDINGS
Based on age, most of the cell phone users age between20-35years have taken with in 41.0% Major saless 45.83% business people, students 15%, employees 29.17% and others are 10% idea saless. Half of the users of idea services have been in usage for 1 years . Prepaid is the most prioritized by users compared to post paid services . Coverage, tariff of idea is the main reason to divert many users from other services followed by coverage area. All top up coupons available in the market. Every users is satisfied with overall issues of monthly bills. The main competitions are ,IDEA CELLULAR SERVICES, docomo, IDEA and reliance, among them IDEA CELLULAR SERVICES and Vodafone gives more computations in SRI KALAHASHI. Half of users of cell phone are engaged with voice communication of instead SMS, GPRS, MMS, and internet. Coverage is the main reason for using in rural areas IDEA cell services . Most of the saless mainly 87.5% want to YOUR SELF go for IDEA services. Majority of the respondents are not satisfied with night timings offers

CHAPTER -9 LIMITATIONS

LIMITATIONS

Time duration for the study was limited to 2 months. The study was restricted to SRI KALAHASTHI. A convenience sample was taken from SRI KALAHASTHI and the sample was restricted to 120 saless.

Chapter- 10 Suggestions & recommendations

SUGGESTIONS AND RECOMMENDATIONS

To reduce the coverage problem extension of tower capacity, location of new towers at problematic areas is necessary. If we advice to develop the packages, which engages more saless in SMS and internet along with voice communication. It also helps reducing competition from the other services. Sales care should be answerable to saless at any time with out delay. Take steps to solve the saless request as early as possible. IDEA should think about to concentrate on student segment with attractive offers.

CHAPTER-11 CONCLUSION

CONCLUSION
At last I conclude that the project report undertaken by me is satisfactory and the work has got very good response from the respondents. The coverage and tariff provided by the company are very much beneficial to respondents. In the process, majority of the respondents are very positive towards the IDEA CELLULAR SERVICES. According to my research, all the respondents are provided with better service by the company.

BIBLIOGRAPHY
1. PHILIP KOTLER MARKETING MANAGEMENT the millennium edition, New Delhi, Prentice-Hall India, Tenth Edition. 2. C.R KOTHARI QUANTITATIVE TECHNIQUES New Delhi, Vikas publishing House Pvt.Ltd., 1978, Third Edition. 3. C.R KOTHARI RESEARCH METHODOLOGY New Delhi Wishwa prakashan, 2000, Second Edition. 4. S.P GUPTHA STATISTICAL METHODS Sultan chand & Co., New Delhi.

Web sites: www.google.com www.ask.com

SALES PROMOTION ON IDEA (CELLULAR SERVICE) SRI KALAHASTHI

Ph.No: 1.Name : 2.Gender 3.Age? (A) 15-20 C) 35-50 B) 20-35 D) Above 50 Male Female [ ]

4. Major Sales For Idea Services? A) Students C) Business People B) Employees D) Others

5. From How Many Years Are You Sales For Idea Services? A)Below 1 Year C) 2-5 Years B)1-2 Years D) Above 5 Years

6.Which Type Of Services Are You Having ? A) Post Paid B) Prepaid

7. Are You Satisfied With The Idea Network? A) Highly Satisfied C) Neutral B) Satisfied D) Dissatisfied

8. Are You Satisfied With The Sales After Services Provided By Idea ? [ ] A) Highly Satisfied C) Neutral B) Satisfied D) Dissatisfied [ ]

9. Are You Satisfied With The Offers Provided By Idea? A) Highly Satisfied C) Neutral B) Satisfied D) Dissatisfied

10.Are You Satisfied With The Call Rates Provided By Idea? A) Highly Satisfied C) Neutral B) Satisfied D) Dissatisfied