A Project Report On BUSINESS & MARKETING STRATEGY FOR THE NEXT GENERATION BROADBAND

Submitted to:
Mr Akhil Mathur Mr Rajiv Shah Mr Prakash Shetty

Submitted by:
Management Trainees, International School of Business & Media, Pune

Acknowledgement
Knowledge is an experience gained in life. It is choicest possession, which should not be shelved but should be happily shared with others. We express our gratitude to our esteemed project mentor, Mr. Akhil Mathur (Head of Technology and Broadband), our project guides Mr. Rajiv Shah (General Manager Broadband) & Mr. Prakash Shetty (Deputy General Manager) of IndusInd Media & Communication Ltd., for their valuable critiques, assistance and encouragement, which enabled us to complete the project successfully. They gave us wonderful opportunities to work on their project. Their timely guidance and incessant support helped us to broaden our outlook on the project. We are highly obliged for their support throughout the internship. Project work is never the work of an individual. It is more than the combination of views, suggestions and contributions and work involving many individuals. This project also bears the imprint of so many individuals. Thus one of the most pleasant parts of writing this report is to thank all those persons who have contributed toward it. No man is indispensable, but there are certain mortals without whom the quality of wo rk suffers. Their guidance becomes indispensable in acquiring quality results.

Anupriya Shahi Kuldeep Singh Chundawat Nikhil Sinha Rashi Nigam Sakshi Tandon Shruti Pandey Shivangi Raj Singh Vishal Vaswani

List of Contents
Chapter
Chapter 1

Title
Introduction Broadband Scenario in India Industry Profile Company Profile Technology Product Profile Objectives

Chapter 2

Business Strategy o Customer Relationship Management o Website Development Marketing Strategy o Home Broadband Promotional Events Market Survey Direct Sales o Business Broadband (Lease Line) Direct Sales

Chapter 3

Research Methodology o Definition o Objectives of Research o Type of Research o Research Instrument o Sample Plan o Methods of Sampling o Classification of Data Data Analysis and Interpretation

Chapter 4

SWOT Analysis Limitations Findings Recommendation & Suggestions

Chapter 5

Bibliography & Webliography Annexure

Introduction

Introduction
The explosion of high bandwidth applications over Internet has fuelled the deployment of Broadband access the world over. Apart from Internet browsing at high speed, multimedia applications like Internet Protocol TV (IPTV), video on demand, distance learning and Internet gaming are driving content over the network to the residential homes. These applications require substantially higher bandwidth than is available in conventional access. Likewise, in small and medium enterprises (SME) and corporate sectors, new services like Layer 2 Virtual Private Network (VPN), transparent Local Area Network (LAN) service and storage area networks (SAN) are going to be the main driving applications behind broadband access. Broadband access is defined by the Telecom Regulatory Authority of India (TRAI) as An always-on' data connection that is able to support interactive services including Internet access and has the capability of a minimum download speed of 256 kilobits per second (kbps) to an individual subscriber from the Point of Presence (POP) of the service provider. It is expected that the availability of broadband services at affordable price-levels will have significant impact on gross domestic product (GDP) and attract new investment, create jobs and a larger more qualified labour pool, and increase productivity through infrastructure creation and access to new and improved services. To this effect, the TRAI has set forth targets and guidelines in its Broadband Policy in 2004 for service providers and other stakeholders to grab this opportunity.

BROADBAND SCENARIO IN INDIA

BROADBAND SCENARIO IN INDIA

Internet and Broadband access are widely recognized as catalysts for economic and social development of a country. With rapid growth in the last 10 years broadband has claimed the crown as the fastest adopted technology ever. More people have subscribed in a shorter time than bought mobile phones, computers, TVs, the Walkman or any of the other revolutionary advances and devices since fire first debuted. Now Point Topic projects broadband will grow by another 67% over the next five years to pass 680 million lines worldwide by the end of 2013. India is estimated to move from its current position at number 18 in the world for broadband market and jump to attain the number 6 rank. This will be achieved at a mind-boggling growth rate of 489%. This is the highest growth rate expected from any market and is almost the double from the second highest growth market i.e. Vietnam (276%).

Top performers - growth in broadband lines 2008-2013

Adding in estimates for the rest of the world, the total number of broadband lines, serving both homes and businesses, will grow from 382 million at mid-2008 and a forecast 410 million at the end of the year to over 680 million by the end of 2013.

As per the report of World Bank, a 10 percentage increase in broadband penetration accounted for 1.38 percentage increase in per capita GDP growth in developing economies.

INDUSTRY PROFILE

INDUSTRY PROFILE
INTRODUCTION

What is broadband?
Broadband is the common term for a high bandwidth internet connection. The current definition of broadband in India is always on' with the speed of more than 256 Kbps. TRAI has recommended raising the definition of broadband to 2 Mbps in India. Internet Service Providers (ISPs): 105 (2011) Internet hosts: 4,536,000; Internet users: 121 million; Broadband Internet users: 13.35 million

Internet access in India is largely provided by the private sector and two state-run companies and is available in a variety of forms, using a variety of technologies, at a wide range of speeds and costs. The number of broadband Internet subscribers in India has started to become more significant, having more than doubled in the twoyear period to end-2009. India broadband growth is hampered by various challenges, including a complicated tariff structure, metered billing, higher charges for right of way and absence of localloop unbundling. Average Internet speed in India is as low as 0.8Mbit/s. Out of the total Internet population 35% is still below 256 Kbit/s.

MAJOR BROADBAND SERVICE PROVIDERS IN INDIA

Broadband in India has truly changed a lot of things in almost every field. It has not just touched and changed the lives of Indian people; it has also made an impact in almost every field. There are a number of Internet Service Providers providing Internet services throughout the country, however the top ten are chosen based on the quality of service, high-speed and the cost effectiveness and connectivity. The List of the Top 3 Broadband Providers in India: 1.BSNL Subscriber Base - 2.32 million and a market share of 53.15%. 2.MTNL Subscriber Base of 0.59 million and market share of 13.56%. 3. Airtel Broadband Subscriber Base of 0.58 million and market share of 13.25%.

Broadband Penetration in India

It is of concern to note that India has 10.31 million Broadband connections in at the end of Dec 2010 as against the target of 20 million broadband subscribers by 2010, set by the Broadband Policy 2004. Adjacent figure shows the broadband penetration per 100 inhabitants in some developing Asian countries. This clearly indicates that India is lagging behind in terms of broadband penetration.

Broadband Access - Technologies & Market Share

Out of 105 Broadband Service providers in India, 20 Service Providers are having subscriber base greater than 10,000 and these 20 Service providers share the 98.9% of total subscriber base. Presently apart from Internet Service Providers (ISPs), Unified Access Service Licensees (UASLs), Cellular Mobile Service Providers (CMSPs) and Basic Service Operators (BSOs) are also permitted to provide broadband access under the existing licensing framework. There are 104 service providers who are providing broadband at present. However, top ten service providers have occupied more than 95% of market. Out of this 95% market 70% market is occupied by the state owned companies BSNL and MTNL. More than 89% market share belongs to 5 service providers only.

At present, 86% of broadband connections are provided using DSL technologies. DSL connections are provided using copper cable of fixed line network. More than 60% broadband subscribers belongs to top ten metros / tier-I cities and more than 75% connections belongs to top 30 cities. Though 70% of Indian population lives in rural areas; broadband facility is limited to metro and major cities. Availability of broadband is critical for development of rural areas.

COMPANY PROFILE

COMPANY PROFILE
IMCL BROADBAND
IndusInd Media & Communications Ltd. (HINDUJA GROUP), India's largest Broadband & Multi System Operator (MSO) & the first MSO to transmit channels through fiber optics. Owns and operates its own head-ends. Has the largest number of employees. Has its own technical and field staff. Designs and implements its own plant. Only MSO with fiber optics infrastructure in its locations. Operates out of one head with redundancy in almost all locations.

SERVICE OFFERING Premier Broadband ISP with presence in 9 cities, distributing Internet on Cable Modem and Ethernet. Conditional access broadband to PCs-unique in market Service Portfolio includes: Internet Access VPNs Internet Telephony Other Value Added Services (Email, DNS Hosting etc.)

CURRENT NETWORK TOPOLOGY

DOCSIS ( Data over Coax Systems Interoperability Standard) LAN Ethernet (Mix of layer1 and layer2 environment) GEOPEN & EOC (Ethernet over Coax) Commercial trials underway in select areas in Mumbai to validate service delivery platform to provide high end broadband services and applications.

BUSINESS OVERVIEW
26,000 subscribers Revenue, close to INR 60 million ARPUs approx Rs.250 Prepaid billing Close to 11,000 prepaid pins generated monthly Offering bill plans ranging from 256 Kbps to 2 Mbps

IMCL BROADBAND OBJECTIVES

Deploy GePON + EOC in the aggregation and access network to ride over our existing infrastructure to score over the competing technologies such as xDSL etc. Capability to deliver 8~10 mbps per home Vision to enable existing IN Cable CATV homes into broadband enabled home Plan to cater to multi-services like VOIP, Web TV, and VAS applications like high speed gaming, interactive services using thin client concept The infrastructure will be ready and capable for future services like IPTV, VOD and OTT over an IP domain IMCL plans to increase its share from its present 40,000 (FYE 2012) Broadband homes to over 200,000 broadband homes by 2014 with higher ARPUs and VAS.

TECHNOLOGY

TECHNOLOGY
What is Broadband?
Broadband Internet service truly is the most used form of Internet access because of its high access speeds; it is offered in four different forms, DSL (or Digital Subscriber Line), also fibre-optic, cable, and satellite. The old dial-up connection is the only nonbroadband internet service available, and even though it is cheaper, most Internet users are moving towards the faster broadband Internet connection.

DSL
The DSL (or Digital Subscriber Line) internet service makes its connection by utilizing unused telephone wires that cause no interruption to your telephone service. The speed you experience with a DSL connection varies with your distance from the switching station. Your speed will be slower the further away you are and faster the closer you are to the switching station and this may be a deciding factor when you attempt to select between a DSL line and a cable connection.

Cable
The broadband cable connection is provided by the local cable TV provider. Here the cable Internet connection speed varies with the number of users on the service at a specific point in time. Given a specific geographical area, users of the broadband cable service share the connection bandwidth which slows the speed the more users are on the system. This will occur at the peak times for example late in the evenings after the work day is over when many people will be accessing the Internet. Somewhat misleadingly, often the cable company would estimate connection speeds that are based on the thinking that you are using the service. But that is clearly not the case.

Fibre-Optic
The newest broadband service is fibre-optic, which is the fastest Internet connection thus far. However, this type of Internet service is still in its infancy as its service areas are quite limited and because the laying down of the fibre-optic cable takes a while to complete. Wherever it is available, the cost not only competes with that of DSL and cable, but it provides a much faster connection than both of those services.

Satellite
The last and slowest broadband service is provided by satellite. Although this is a good replacement for dial-up for those people living in remote rural areas, the installation costs are quite high, but the ongoing monthly charges are competitive to both cable and DSL. There are many advantages to the DSL and cable broadband service. It provides greater bandwidth than other Internet access forms, and that makes it easier for the computer user to multitask with several applications performing in the background while you surf the web. It is possible for you to surf the web while listening to audio.

What is STM?
The STM-1 (Synchronous Transport Module level-1) is the SDH ITU-T fiber optic network transmission standard. It has a bit rate of 155.52 Mbit/s. Higher levels go up by a factor of 4 at a time: the other currently supported levels are STM-4, STM16, STM-64 and STM-256.It is a unit of bandwidth in SDH network.

What is E1?
An E1 is a special type of connection that is used in most countries outside of the U. S., Canada, and Japan. This type of connection is generally used for voice traffic, because voice records at a 8 kHz rate. There are 32 slots, each with 8 kHz rate on an E1 connection. It has a bit rate of 2.048 Mbit/s data rate for high speed transfers. Voice is recorded at a 8 kHz. This makes the E1 system perfect for transferring this type of information. With this type of connection, you are given access to high speed data transfer on your Internet connection, while also getting about thirty different phone line connections operating at the same time. You can transfer about 2 Mb per second on your Internet connection with an E1 line.

What is Eoc?
EoC (Ethernet over Coax) is designed to deliver 10Mbs Ethernet Data service over pre-exiting Coaxial cables. EoC distribution system, enables integration of Video and Data on pre-existing Coax cable. With a few key solutions, CATV(cable television) and EoC, convert Ethernet to Coax format, and also split CATV/Ethernet for distribution to multiple locations.

Key Benefits:

100Mbs Ethernet over existing Coax Video and Ethernet Data on signle coax. Easy to install 1GHz Bandwidth High Isolation ( 80dB) Excellent Return Loss (- 20dB) Passive, no power required

What is leased line?

leased line is a service contract between a provider and a customer, whereby the provider agrees to deliver a symmetric telecommunications line connecting two or more locations in exchange for a monthly rent (hence the term lease). It is sometimes known as a "Private Circuit" or "Data Line". Typically, leased lines are used by businesses to connect geographically distant offices. Unlike dial-up connections, a leased line is always active. The fee for the connection is a fixed monthly rate. The primary factors affecting the monthly fee are distance between end points and the speed of the circuit. Because the connection does not carry anybody else's communications, the carrier can assure a given level of quality. An internet leased line is a premium internet connectivity product, delivered over fiber normally, which is dedicated and provides uncontained, symmetrical speeds, Full Duplex (communication from both the ends at same time ). It is also known as an ethernet leased line, DIA line, data circuit or private circuit.

What is Provisioning system?

In telecommunication, provisioning is the process of preparing and equipping a network to allow it to provide (new) services to its users. Server provisioning is a set of actions to prepare a server with appropriate systems, data and software, and make it ready for network operation. IMCL has an independent Provisioning Server. This server has software for provisioning in GUI format. This software is used to add new clients and configure their service specific needs. This server also provides/provisions bandwidth (as per the plan opted by the client) once he is authenticated by the same. This server also keeps all the records pertaining to whom and at what time a specific IP address was allocated. This requirement is as per the TRAI policies to help the government to cover cyber security measures.

PRODUCT PROFILE

PRODUCT PROFILE
AS a part of Hinduja group our motto is customer satisfaction through excellent services. This is divided into two parts-:

HOME BROADBAND
It is our constant endeavour to offer a range of innovative internet technology products and services to our home, enterprise and SME customers. Customers will find the innovative features of our products useful in more than one way - superior speed, convenience of using internet wirelessly from anywhere in the office or home, relief from wireless security hassles, peace of mind with assured control on bills are few examples, and all this while saving substantial cost. We are committed to create a superior value for our customers at all time. We offer product which provide high speed internet at very low cost. Our product ranges from 512kbps which can goes up to 15Mbps. Some of them are as follows-:

1) 1 Mbps

2) 5 Mbps

3) 10 Mbps

4) 16 Mbps

Business broadband
In2cable broadband recognizes the importance of Internet technologies and their applications in businesses. The Company has introduced a portfolio of services to make office a hi-tech workplace with improved productivity while reducing costs.

In2cable broadband offers the following products and services to business. Direct to Office Leased Line: For near 100% Internet uptime with link load balancing and failover routing. Differential Access: For customized bandwidth per user group. Secured Boardroom Internet: For easy and secure guest Internet access. Optical fibre network

Some plan of business broadband are as follows-:

Unlimited Data Transfer Bandwidth Rates (1:1)

SPEED (Kbps) Gold-Plus Platinum-Plus 2MB-Premium 4MB-Premium 8MB-Premium 10MB-Premium 512 1024 2,048 4,096 8192 10,240

Annual 60,000 85,000 155,000 280,000 520,000 650,000

OBJECTIVES

OBJECTIVES
Brand Building
Launch marketing campaigns in the assigned locations and execute Below The Line advertisement activities for Brand Building (launch, feedback, execution).

Business Development
What marketing strategies In2net should implement to defend and increase the market share with their new technology working on Eoc. Make the channel partner active/stable in kandivali, Charni and Khar area in Mumbai.

Market Research
To Conduct market survey to gather as much data as possible for understanding various factors like buying behavior of consumers, usage pattern, usage frequency, need and wants etc.

Organizing Promotional Events

Organising promotional events i.e. Below the Line (BTL) advertisement activity for two major purposes Promotion of Broadband Brand and direct sales and demonstration deployment of our product for market penetration.

Customer Relationship Management

As the product is based on a new technology, CRM is to be implemented so as to handle new customer differently and avoid confusions between the old and the new product.

Designing & Creativity

To make event the more attractive for customer interaction. To create interest in potential as well as existing customers.

Outlook designing of companys website

By offering convenience, a point of reference and that touch of individualized customer service and to add value to our offering so that our customers experience a higher level of satisfaction.

BUSINESS STRATEGY

BUSINESS STRATEGY

Customer Relationship Management

CRM (Customer Relationship Management) is an information industry term for methodologies, software, and usually Internet capabilities that help an enterprise manage customer relationships in an organized way. For example, an enterprise might build a database of its customers that describes relationships in sufficient detail so that management, salespeople, people providing service, and perhaps the customer directly could access information, match customer needs with product plans and offerings, remind customers of service requirements, know what other products a customer had purchased, and so forth.

According to our industry view CRM played an important and vital role:

It helped our company to enable its marketing departments to identify and target their best customers, manage marketing campaigns and generate quality leads for the sales team.

It also assisted the organization to improve telesales, account, and sales management by optimizing information shared by multiple employees, and streamlining existing processes (for example, taking orders using mobile devices).

 It allowed the formation of individualized relationships with customers, with the aim of improving customer satisfaction and maximizing profits; identifying the most profitable customers and providing them the highest level of service.

It provided employees with the information and processes necessary to know their customers understand and identify customer needs and effectively build relationships between the company, its customer base, and distribution partners.

At the end of the project we can proudly state that our CRM activity was successful and brought excellent results. Our mentor Mr. Akhil Mathur, Head of Technology and Broadband is considering of cultivating this process in the company.

Website Development
Website Development o Outlook Development o Vendor Development

Our scope of Website Development was limited to Need Analysis (a brief study of what kind of Website is to be developed and why) and designing a sample for reference. Hence our purpose of the assignment was to develop a Prototype Website and not to create a website itself. We also worked on vendor development i.e. finding a right firm/person for the job but due to the time constraints it could not be finished.

PURPOSE FOR LAYOUT DESIGNING

To create a website focused on:1. 2. 3. 4. 5. 6. 7. 8. Creating sophisticated and user friendly Website Two way communication 24*7 and Online help Desk Marketing and Sales Promotion Increasing Prospective Customer Base Increasing Brand Awareness and Product Recognition Provision for Above the Line (ATL) Advertisement Activities Payment Integration User Space My Account facility

The Web Site Design and Development Process

There are numerous steps in the web site design and development process. From gathering initial information, to the creation of your web site, and finally to maintenance to keep your web site up to date and current. The exact process will vary slightly from designer to designer, but the basics are generally the same. 1. 2. 3. 4. 5. 6. Information Gathering Planning Design Development Testing and Delivery Maintenance

Phase One: Information Gathering

The first step in designing a successful web site is to gather information. Many things need to be taken into consideration when the look and feel of the site is created. This first step is actually the most important one, as it involves a solid understanding of the company it is created for. It involves a good understanding of what are our business goals and how the web can be utilized to help you achieve those goals.

Phase Two: Planning

Using the information gathered from phase one, it is time to put together a plan for the web site. This is the point where a site map is developed. The site map is a list of all main topic areas of the site, as well as sub-topics, if applicable. This serves as a guide as to what content will be on the site, and is essential to developing a consistent, easy to understand navigational system. The end-user of the web site must be kept in mind when designing the site. These are, after all, the people who will be learning about our services or buying your products. A good user interface creates an easy to navigate web site, and is the basis for this. During the planning phase we got help from different web designers in deciding what technologies should be implemented. Elements such as interactive forms, ecommerce, flash, etc. were discussed when planning web site.

Phase Three: Design

Drawing from the information gathered up to this point, its time to determine the look and feel of your site Outlook of Website. Target audience is one of the key factors taken into consideration. As part of the design phase, it is also important to incorporate elements such as the company logo or colors to help strengthen the identity of your company on the web site. We created one prototype design for the web site. This was a power point presentation of what the final design will look like. From here onwards the project of web site development was to be done in Synchronization with a Professional Website Developer or a firm.

Phase Four: Development

The developmental stage is the point where the web site itself is created. At this time, web designer will take all of the individual graphic elements from the prototype and use them to create the actual, functional site. In this phase, communication between both the company and its designer is crucial to ensure that the final web site will match needs and taste of the Company. It is important that some concerned person work closely with designer, exchanging ideas, until they arrive at the final design for your web site. All in all, web designer should work closely with the concerned person on continuous bases. A good working relationship with the designer, including an open line of communication, is important to ensure they are creating a successful web site that will help your business grow.

The completion of this stage and the remaining stages can only be facilitated after assigning this task to a professional Website Developer which was not done until then and is also out of the scope of this project.

MARKETING STRATEGY

MARKETING STREATEGY

Home Broadband :
Promotional Events
Task was to promote and sell our broadband product. After getting thorough knowledge about our product and the broadband industry, we built our strategies around it to enter and penetrate target markets. We were given target locations by the company and we did in depth competitive analysis of our competitors in those areas. We planned to conduct promotional events in our target locations and set up our kiosks there. A day prior to the event we distributed invitation cards in the respective societies, so that people get aware of the event and they manage to get some time for it from their busy schedule.

EVENT STRUCTURE
PRE-EVENT: STEP 1: BRAINSTORM IDEAS
Brainstorming of the ideas was done in the first step. Here we collected many creative and effective ideas. After having a thorough discussion some ideas were chosen on the basis of their feasibility and effectiveness. The Plan was to get any kind of ideas which will help us promote and sell our product and could lead to some Unique Propositions in our offerings.

STEP 2: DRAFT A PLAN

Once we had an idea as to how to go about the event we had following questions in mind Who will be the target audience for this event? What day of the week/time would be ideal? How many people do we expect at our event? Who is our main competitor in that area?

STEP 3: PICK A DATE

It is always best to pick a couple of possible dates for your event to have some flexibility. We also implemented an idea of asking preferred day and time from the residents of the society. And at last we decided to keep our event on Sunday with some flexibility of having it a day prior or later.

STEP 4: FIND A LOCATION

Finding a location was not a difficult task as we have already been given our target locations. Targets were E.O.C. enabled Societies and our cable TV homes. The challenge for us was to find the location of the prospects.

STEP 5: PLAN YOUR EVENT

There after we planned each and every activity for the event and the way it had to be executed. Team was divided into groups and specific task was allotted to each group .

STEP 6: FOLLOW A BUDGET

The company allotted a budget for promotional events and we had to manage the expenses accordingly. So every decision for the event was taken according to the budget.

STEP 7: MARKET THE EVENT

Conducting an event is of no use if you are not able to attract the audience. Until planning everything was right and smooth but the challenge was to execute the event accordingly. Finally we succeeded in organizing the event successfully .

POST EVENT:
STEP 8: EVALUATE THE EVENT
Post event we self-evaluated our performance on following basis: 1. How many people visited the stall? Did more or less people attend this event than we expected? 2. What methods of marketing/advertising did we use? How effective were these methods? 3. How many people visiting the stall were actually interested in our broadband and took demo? 4. What problems did we encounter when planning and implementing this event? 5. Would we recommend that we endeavour this event again in the future?

STEP 9: FOLLOW UP
Task of the follow up team was to take care of all the activities concerned with communication to the customers and prospects.

EVENT PROCESS
There will be two types of teams Survey Team Teams responsible for Survey and its Interpretations Event Team Teams responsible for Organising the Event Day 1 PRE-SALES Preparation: SURVEY is to be done 3 days prior to the event and it will be done by 4 Survey Teams of 2 each (1 Guy + 1 Girl). Objective of survey is to do DEMOGRAPHIC & BEHAVIOURAL STUDY and find PREFFERED DAY & TIME FOR RESIDENTS to be captured Below The Line Advertisement Activity - NO PARKING ADD Permission from society and CUBOID ADD Locations (In and around Society) Day 2 ANALYSIS 4 Survey TEAMS will conclude of their findings from the survey (from here onwards these team will represent for the Residents they visited) BRAINSTORMING of the findings and Draw Conclusion of what can be explored more from it. Categorization (Prioritization) of plans/tariff on the basis of Price, Speed or Download Limit as per customer needs. INVITATION CARD is to be personally delivered by the teams to their respective population (of the survey). For Event Preparations Group is to be divided into three Event Teams INETRACTION (Team 1) CREATIVE (Team 2) FOLLOW UP (Team 3)

Day 3

PROSPECTING:

TARGET CLUSTER 4 Survey Teams will make Target Clusters of the population covered in the survey on the following Manner: INTERESTED Customers who are Interested in the Product NOT SATISFIED Customers who are not satisfied with their Current ISP PROBABLE SWITCHERS - Customers who can be converted if Persuaded

TEAMS Interaction (Event Team 1) Involving customers in some activity (Games) CUSTOMISATION (Event Team 2) Finding a Best Plan for Homogeneous Groups that matches best to their needs ATTRACTIVE PACKAGE OFFERINGS (Event Team 3) Pitching and Handling people who will visit the stall.

PRE-APPROACH Team 3

COLD CALLING o Making a soft pitch for inviting people of the Event o Reminding them of Event & Activity

Day 4

APPROACH (CAMP DAY) STALL Event Team 3 and 2 Technicians of the company will handle people visiting the stalls DOOR TO DOOR INVITES Respective Teams who interacted with the Residents at the time of Survey will go with 1 Technician and invite them and if Resident is not able to come Demo/ Sales call will be taken at spot. CATCHER Team concerned for attracting people to the stall For any Interaction to a Resident, Concerned team will go with a technician; it will include Invitation, Query Handling, DEMO set up or Sales.

Day 5 Onwards

FOLLOW UP Follow up process will start 3 days after the Event

Residents who took DEMO Request them to Use and Conversion Call FEEDBACK from Demo & Converted Customers FEEDBACK of Invitation Card DATA ANALYSIS Co-ordination with CRM, Branch & People responsible

Market Survey
Market Survey
o o o o Sample Plan Objectives Survey Plan Survey Summary

SAMPLE PLAN
The sample of our survey is as follows: Sample Size 100 Broadband users to be surveyed

Sample Unit The areas covered for the study (Survey) are Residents of different Societies from areas like Kandivalli, Bandra, Khar road, Pali Hill etc. to be covered.

Sample Media Questionnaire Interview Telephonic Interview/Feedback

OBJECTIVES

Demographic & Behavioural Study of customers and prospects to figure out their needs, preferences and expectations. Study of Brand Awareness and Brand Equity in the market and Product & Service feedback from customers and establish long term positive relationships with customers. To understand and evaluate competitors strategies and finding out Unique Selling Propositions (USPs). The study of Product and Service comparison among players to find out any breakthrough if any. To find out need and scope of Below the Line (BTL) Advertisement activities. Find preferred day & time from residents for our promotional event

SURVEY PLAN
A survey plan helped in focusing on our project, while guiding our implementation and analysis so the survey research is finished quicker. We then concentrated on implementing well-supported decisions.

We conducted the survey process in the following manner: Laying down the objectives for survey Preparing a questionnaire for customers Initiating a conversation with the customer and understanding their internet experience Use observation technics to understand and fulfill communication / behavioral gap. SURVEY is to be done 3 days prior to the event and it will be done by 4 Survey Teams of 2 each (1 Guy + 1 Girl).

SURVEY SUMMARY
First finding of the Survey is surprising. Population was unaware of Broadband as a product. Most of them could not differentiate between a Broadband connection and a normal Internet Dial-up Connection. And Because of unawareness we also faced rigidness to change even if the offering or the change introduced to them was both cost and quality beneficial for them. Study (Survey) conducted by us helped in understanding customers expectations, Customer perception of the product, their needs and wants etc. Market can be segmented into three broad categories as per usage Heavy User, Medium User and Light User. The feedback obtained from customers was both positive and negative which helped us in understanding our Strengths and Weaknesses, to some extent it also exposed us to opportunities and Threats for the product. Demographic and Behavioral Study (observation) lead us to understand their usage pattern, usage frequency, need of Internet etc. Strongest competitors of our company are MTNL and HATHWAY in surveyed locations because of two factors First is their Brand Loyalty and another is companys low tariff plans.

These Findings and Observation helped us in formulating our marketing strategies and in market penetration.

Direct Sales

Direct Sales o Cold Calling o Database Management o Door to Door Selling Through Reference Speed / Cost Benefit Emotional Selling o Event Day Sales Demo Selling

Cold Calling
Cold calling is an important stage and technique in the selling process. Cold calling typically refers to the first telephone call made to a prospective customer. More unusually these days, cold calling also refers to calling face-to-face for the first time without an appointment at commercial premises or households. In essence cold calling is the art of approaching someone, professionally, openly and meaningfully, with a sensible proposition.

Process applied for Cold Calling is as following

Preparation
In depth knowledge of the business and product was critical and it was done well. We ensured that our product and services are completely fit for the given market and applications, and they meet the expectations created by our marketing and advertising communications. Our usefulness to the market is defined by the way we help reconcile customer needs with proper information (consulting). Our success is ultimately limited by our knowledge. So we chose to consult our customers and prospects. Our opening proposition in the introduction was a broad strategic interpretation of prospects needs followed by more detailed product offer - this was both to save time and also to avoid making assumptions about what the prospect actually needs and how the final proposition might eventually be formulated.

Introduction
We were very clear and concise about who we are and the purpose of our call i.e., we are a part of Hinduja Group and we are into High Speed Broadband Services. After introducing ourselves we used to inform the prospects about the product that we offer and its advantages i.e. we deliver speeds upto 15Mbps at very reasonable rates.

Questioning
We prepared a questionnaire with good facilitating questions and we executed it in a discussion form which helped our prospects to see the situation more clearly. With the help of the questionnaire we understood the needs of the prospect and most feasible offer for them. It also educated prospects about their need for change. Questions were related to their Internet using pattern, frequency and nature of work.

 Objectivity
We remained fair and neutral with our objectives. We explained the advantages of our broadband services over other service providers. Our method as already mentioned was more of consulting and understanding prospects needs.

Listen and Interpret

Listening and Interpreting is a crucial art and we realized it while trying to understand every prospects needs and problems they were facing with their current Internet Service Provider. It is far better to listen and interpret from the customer's perspective, as would an expert advisor, rather than act as a biased one-sided self-interested sales person. We adopted Pull strategy for selling.

Inform and Educate

Our team needed to have thorough knowledge of our product. We gave proper and fair knowledge of the product to the prospects and generated useful feedback while educating them - in response to customers' requests for answers. This way they had good information about our services and their queries were answered effectively.

Involve and Coordinate

We involved the prospects in the healthy discussion and coordinated with them in understanding their problems. We also helped them in making a decision

Keep in touch - keep notes - keep ultimate ownership

We took full notes and kept clear records of the cold call at all stages. We stayed informed and knowledgeable about the resulting sales relationships this helped us keep a watchful eye on situations, and thereby we grew our personal standing and role beyond canvasser or sales person.

 Database Management
First step to collect data was to conduct proper survey. And so a questionnaire was prepared keeping customers needs and wants in mind. Then survey was conducted at certain societies of Mumbai [Depending upon The technology (Eoc) we were using, our survey was restricted to only some regions of Mumbai]. Regions Covered in Survey : 1)Khar 2)Kandivali 3)Charni 4) Bandra After Survey was completed, data was collected and analyzed from the filled questionnaires. Proper Database was maintained in form of excel sheet.

Door to Door Sales

Door-to-door is a sales technique which was applied during the project. We took the role of a salesperson and visited all the residents of particular societies for selling our product. These were the societies where our product was feasible in lieu with the new technology, EOC. For selling purpose we took permission from the secretary of the respective societies and met the residents and explained concisely about our offering. Our USP is the speed of our Broadband service and we give speed upto 15Mbps. Door-to-door selling was usually conducted in the afternoon hours or in the evening, when the majority of people are at home. We enquired about their current Internet Service Providers, and told them our advantages over other ISPs. We offered them a Demo of our broadband service for 7 days. During these 7 days we kept continuous follow up on them, enquiring if they are satisfied with our services or not. In case they were facing any problems, our technicians were sent to resolve them. This way we delivered good product and support services.

 Business Broadband (Lease Line)

Direct Sales (Business Consulting) o Cold Calling Same as discussed in Home Broadband o Database Management Same as discussed in Home Broadband o Selling through Consulting

Meaning
A leased line is a dedicated connection between two points that is set up for a company or other organization by a telecommunications common carrier. In contrast to conventional dial-up connections, leased lines are always active. And because they do not carry anyone else's communications, the carrier can assure a given level of quality. Leased lines do not have a telephone number, as each side of the line is permanently connected to the other. Users of leased lines are typically charged a fixed monthly fee. It is typically determined by the capacity of the line and the distance between its end points. A leased line can be used for a single high-speed data circuit, or it can be multiplexed (i.e., divided into multiple circuits) for any desired combination of data and voice communication. Leased lines are most often employed by businesses to connect geographically distant offices. However, they are increasingly being used by companies, and even by individuals, for Internet access because of their high data transfer rates and costeffectiveness if the Internet is used heavily.

Direct Sales
The direct Sales include personal presentation, demonstration, and sale of products and services to consumers, usually in their homes or at their jobs.

Selling through ConsultingIt is a process of involving client into the selling process where sales are done through consulting. In the process sales person tries to understand the business of the client. It has to be done in such a manner that sales person wins the trust of the client and get all the information he/she seeks. If selling is an art than selling through consulting is a very efficient combination of art and science. In this process sales person explains all the benefits client will get from the product and also tries to explore more opportunities for the client in their business settings. Cost Savings Differentiations among the products available in the market. We gave details of the products available in the market to the client so that we can help client in making a decision. Efficiency Increases Over product in one to one dedicated lease line with uptime guarantee of 99.5% and runs on optical fiber network. Hence the product is far more superior than other products. Superior customer service Company provides excellent service support to the clients and also gives Escalation Matrix where client get contact list of hierarchy of employees concerned. Long Term Relationship It is one of the companys objectives of maintaining long term positive relationships with clients so product and services are in tuned with the purpose.

RESEARCH METHODOLOGY

Research Methodology
The term research refers to the systematic method consisting of enunciating the problems, formulating a hypothesis, collecting the fact of data, analyzing the facts and reaching certain conclusion either in form of solution towards the concerned problem or in certain generalization for some theoretical formulation.

Definition
Research Methodology is a strategy that guides a researcher in providing answers to research questions and for this, research survey is being done. Accuracy of the study depends on the systematic application of the method. The researcher has to decide the method to be used that helps him to get a desired direction in a systematic way. The method used in this project work for survey is Qualitative Research and the objective is to understand Broadband needs and uses of customers .

To carry out this project effectively the whole process was divided into following steps: Formulating the research problem Choice of research design Determining the source of data Designing the research instrument Determining the sampling plan Organizing and conducting field survey Processing and analyzing the data Preparation of research report and presentation

Type of Research
The type of research undertaken in the project is as follows:-

Qualitative Marketing Research

Generally used for exploratory purposes Small number of respondents Not generalizable to the whole population Examples include focus groups, depth interviews, and projective techniques

Research Instruments
The questionnaire is by far most common instrument used to collect primary data. A questionnaire consists of set of questions presented to the respondents for their answers. In research, carefully chosen questions and their forms, working and sequence is important. By considering all the facts the questionnaire was designed. This is a type of structured questionnaire.

Points which were kept in mind questionnaire are as follows

while preparing the

To be successful, questionnaire was made comparatively short and simple i.e., the size of the questionnaire should be kept to the minimum. Special care was taken to precede questions in logical sequence moving from easy to more difficult questions. Technical term and vague expression capable of different interpretations were tried to avoid in the questionnaire. Questions were dichotomous, multiple choice or open ended. This research consists of two paged structured questionnaire. It included general questions, personal questions and some specific questions to gather information for the research for the study of Broadband uses in Mumbai.

Sample Plan
A sample plan has the following components:Choosing the sample unit (Who are to be surveyed) Society Members of Chosen Residential Apartments from chosen Area. Choosing the sample size (How many are to be surveyed) 100 Broadband users to be surveyed Choosing the sample media (How to reach the respondents in the sample) Questionnaire Interview Telephone

Methods of Sampling
Simple Random Sampling has been adopted for research, under which we have considered cluster sampling, because here a small cluster of professional has been considered out of the total universe which has been divided into small clusters.

Sample Size
Sample size refers to the number of items to be selected from the universe to constitute a sample. The sample size should be optimum i.e. neither it should be too large nor it should be too small. Sample size selected for this project is 100.

Sampling Unit
Sampling units taken for the survey are a. Construction Units- Different Societies in different locations of Mumbai. b. Social Units- Family, Youth and Working People.

Classification of Data
The fact or data collection begins after a research has been identified and the research designs have been chalked out.

Data Collection
Secondary Data
NewsPaper

Primary Data

Questionnaire

Interview

Magazine

Website

Primary Data
Primary data are those data which are collected a fresh and for the first time and thus happens to be the original in character. In this project the method to collect the primary data is as follows:-

Questionnaire & Interview

A questionnaire is a systematic compilation of questions that are submitted to a sampling of population from which information is desired. Interview is a process of soliciting necessary information from the respondents.

Secondary Data
The secondary data are those data which have been collected by someone else and which have already been passed through the statistical process. In the research project the secondary data being collected for analysis are as follows News-Papers
Times of India (TOI) Economic Times (ET) Business Standard (BS) The Asian Age The Hindu

Websites

Magazines

Data Analysis and Interpretation

Data Analysis and Interpretation

Q. What is your occupation?

Student 50

Housewife 20

Working 30

TABLE 1

OCCUPATION

0% Working 30% Student 50%

Housewife 20%

GRAPH 1 Interpretation Out of the 100 respondents 50 were students, 20 were Housewives and 30 were Working Professionals. Out of these respondents 70 percent people were in the age group of 15 to 35 which is considered to be our target customers.

Q. Who is your current Internet Service Provider? AIRTEL 15 HATHWAY 25 You Telecom 5 RELIANCE 10 MTNL 35 INCABLE 10

TABLE 2

Chart Title
AIRTEL HATHWAY YouTelecom Reliance MTNL Incable

35

10 25 10 15 5

Graph 2

INTERPRETATION According to the sample taken for survey MTNL is market leader, Hathway and Airtel are followers with 2nd and 3rd ranks respectively. So our major competitors are these three players.

Q. Are you satisfied / not satisfied with your current ISP?

Satisfied 35 TABLE 3

Not Satisfied 65

Satisfied 0% 0%

Not satisfied

35%

65%

GRAPH 3

Interpretation Out of all the respondents there were 65 people who were not satisfied with their current ISP and 35 people were satisfied (sometimes reason is just for the sake of becoming a loyal customer).

Q. What is your daily Internet usage (in hours)?

1 to 2 50

3 to 4 20

5 & above 30

Table No. 3.4

Internet Usage (hrs)

50 45 40 35 30 25 20 15 10 5 0 1 to 2 3 to 4 5 & above

Graph 4

Interpretation Out of 100 respondents 50 people use internet for 1 to 2 hours, 20 people for 3 to 4 hours and 30 use internet for 5 or more hours.

Q. Where do you consider yourself among the following?

Light download 35

Medium download 45

Heavy download 20

Table 5

Downloads
Light download Medium download 0% 20% 35% Heavy download

45%

Graph 5

Interpretation Out of 100 respondents 35 people download less and are light user, 45 people do a medium download and are medium level users and 20 people are those who do a heavy download

Q. Maximum use of your Internet is for which of the following?

Google/mail/social networking

Video Download/Music download 15

YouTube/live streaming

Movie Softwares Download/Online Download gaming 7 3

50

25

Table 6

120 100 80 60 40 20 0 softwares download movie download/online gaming youtube/livestreaming Video/music download Google/mail/social networking 3 7 25 15 50

Graph 6 Interpretation Of all 100 respondents 50 respondents use internet maximum for Google/mail/social networking, 15 respondents use for video or music download, 25 respondents use for YouTube/video streaming, 7 respondents use for downloading movies or online gaming and remaining 3 respondents for software downloads..

Q. What makes you change your Internet Service Provider?

Speed 55

Price 25

Service support 10

Network/connectivity 10

Table No. 3.7

60 50 40 30 20 10 0 Network/connectivity Service Support Price Speed Speed Price Service Support Network/connectivity

Graph No. 3.7 Interpretation Out of the 100 respondents 55 respondents are not satisfied with the speed they are getting, 25 respondents are price sensitive i.e. they think they are paying more for what they are getting, 10 are not satisfied with their existing I.S.Ps technical or service support, and the remaining 10 face network failure may times.

SWOT ANALYSIS

SWOT ANALYSIS
Definition
A SWOT analysis generates information that is helpful in matching an organization or groups goals, programs, and capacities to the social environment in which it operates. A SWOT is a planning tool used to understand the Strengths, Weaknesses, Opportunities, and Threats involved in a project or in a business. It involves specifying the objective of the business or project and identifying the internal and external factors that are supportive or unfavourable to achieving that objective. SWOT is an acronym for Strengths, Weaknesses, Opportunities and Threats.

SWOT in summary:

Strengths need to be maintained, built upon or leveraged. Weaknesses need to be remedied, changed or stopped. Opportunities need to be prioritized, captured, built on and optimized. Threats need to be countered or minimized and managed.

Our Objective for Project

Our objective was to promote In2cables broadband and to penetrate the market. In the process of attaining our objective we analyzed:

How can we utilise each of the Strengths? How can we overcome each of the Weaknesses? How can we exploit each of the Opportunities? How can we defend against each of the Threats?

SWOT Analysis

Strenghtss

Relationship Selling : Our sales force maintains one to one contact with the customers Package: We provide high speed Broadband Product at low prices. Brand leverage of Hinduja Group Brand and Infrastrucural leverage of In2Cable Fiber Optical Network

Weaknesses

Network limitation - Can't give connection in every location. Cannot provide telephone services along with internet services. No Brand Name - Product lack Brand drive

Opportunities

Incresing consumtion of high speed Internet Have a large potential audience - In2Cable users Loyalty of existing customers

Threats

Strong and well established competitors Less acceptance of new technology Risk of inadequate retuns on Investment Technological Changes

LIMITATIONS

LIMITATIONS

Respondents had psychological barriers in filling up the questionnaires. We have geographical limitation as we cannot provide our services in every location. To convince the authorize person of the society for conducting an event in the society. Method of data collection was through surveys therefore improper responses become a major limitation. Due to time constraints all customers were not covered. Owing to pre occupation some customers were unable to answer while survey. The respondents chosen were from Mumbai city. So the results dont include the responses of rural customers. Broadband Product Awareness is very low Users do not understand Broadband as a product. Since the duration of our project study is of 8 weeks, scope of project is limited by the time frame.

FINDINGS

FINDINGS
Trust and Loyalty Customers which are using our old LAN technology are highly satisfied with the services that have been provided to them. Hence they are cooperating with our marketing campaign and ready to switch to the new technology (EoC). Strategy of deploying free demonstration of broadband services has worked effectively in market penetration. Strategy of speed addiction (Elevation growth) to current/demo users has been fruitful too and should be implemented. Pre-Approach Strategies deployed to influence and attract more prospects has also been successful. Demand of broadband is significant in the market and growth in Mumbai region is rapid. Review of the product is excellent all the users are highly satisfied and gave good feedback. Objective of Market Penetration needs a very long term strategic planning and needs to be reviewed on continuous basis. There is huge unawareness in the market for Broadband as a product/service. So marketing of the product needs to be done differently (can be done on experimental basis as of now). Lack of Competitive tariff plans for Light Internet Users in comparison to competitors. Customer support services are not efficient as it takes noticeable amount of time in providing services. Customer Relationship Management (CRM) is not able to perform effectively, needs to be streamlined. Brand Image of In2Cable and In2Net are interdependent. Hence the advantages and disadvantages are also shared. Brand Awareness of Broadband is very limited.

Recommendation & Suggestions

Recommendation & Suggestions

In2Cable is relatively a new player in broadband sector hence Brand Awareness is very low, so there is a vital need of advertisement (Mostly BTL Advertisement Activities) for Brand Building.

Pricing is a crucial factor for positioning our product in the market. Depending upon the market conditions and competitors Plans there is a need of flexibility in our tariff plans which could result in immediate conversion of customers.

CRM Implementation Right from cold calling till After Sales Services CRM is a crucial division for the company. Through-out our project we have seen that this decision has been very fruitful and Mr. Akhil Mathur (Head of Technology) is also considering for making it an internal part of the company on permanent basis.

Improvement in Support Service Company should immediately focus on improving their customer support service (back office team and technical team) because this is the main loop hole in the company as per customer feedback.

Focus on companys website is a must for: Existence in the web world Attracting new customers Providing relevant information to visitors etc. Above all, as a broadband company we ought to have our own website.

 Redesigning of logo is required to create a Brand Equity

Regional Celebrity endorsement strategy can also be adopted.

We need Skilled Work force for interaction with customers

Keeping in mind companys resources, more Creative BTL Activities should be executed.

Brainstorming has been very effective in generating new ideas.

Project was really enlightening under which we experienced many Business Dimensions

Bibliography & Webliography

Bibliography & Webliography

Website www.scribd.com www.hindujagroup.com www.hindujaventures.com www.indigital.co.in www.in2cable.com www.broadbandforum.in www.indiabroadband.net www.business-standard.com www.thehindubusinessline.com www.mcos.com www.wikipedia.org http://broadbandforum.in/

Date 29th May 2012 31st May 2012 31st May 2012 31st May 2012 1st June 2012 1st June 2012 5th June 2012 5th June 2012 12th June 2012 12th June 2012 12th June 2012 12th June 2012

Annexure

Annexure
Name :Gender :Occupation :Age :Contact No:-

1. What Internet Connections have you used :1. 4. 2. 5. 3. 6.

2. Who is your current Internet Service Provider :-

3. Which plan are you currently using? Speed :Kbps/Mbps Download Limit :MB/GB

Price :- Rs.

4. How would you rate your current Internet Service Provider overall :Very Poor Price Speed Download Limit Minimum Speed Network / Connectivity Poor Satisfactory Good Excellent

5. Your Daily Internet usages (in hours) _________________________. 6. Rank the following as per your usage on a scale of 1 to 8 [1 = highest and 8 = Lowest] Rank Google E-Mail You Tube Social Networking (Facebook, Linkedin, Twitter) Torrent/Mediafire Download Music Download Video Download Online Gaming 7. How much do you download in a week (in numbers):Content Number Movies Video Music Software

8. Please mention your preferred time for :Browsing Downloading Time: Time: AM/PM AM/PM to AM/PM AM/PM

9. What features you want in an Internet Service :1. 4. 2. 5. 3. 6.

10. What makes you change your Internet Service Provider :-