Evaluate The Perception of Brand Image and Sales Promotion PROJECT REPORT

Evaluate the Perception of Brand Image and Sales Promotion TITLE To Evaluate the Effectiveness of Brand Image and
Sales Promotion of TATA Indicom in Belgaum City RESEARCH OBJECTIVES To study the Telecom Industry To measure retailers response towards TATA Indicom To know the Brand Positioning of TATA Indicom in the minds of retailers To find out the important factor that retailers attach for a cell service To know the type of sales promotion that retailers most prefer SAMPLING TECHNIQUES Population: Retailers situated in Belgaum City Sample Size: 100 Retailers Sample Area: Belgaum City Sampling Method: Convenience Sampling
QUESTIONNAIRE BABASAB PATIL Page 1
Evaluate the Perception of Brand Image and Sales Promotion
As part of course curriculum, I have taken up a study on To Evaluate the Effectiveness of Brand Image and Sales Promotion of TATA Indicom in Belgaum City. I would be grateful, if you kindly co-operate with me and fill this questionnaire. Name of the Outlet Name of Retailers Address : __________________________________________________ : __________________________________________________ : __________________________________________________
Phone Number: __________________________________________________
1. What kind of business/outlet do you own? Teleshop Exclusive outlet Multi brand outlet Sub dealers
2. Since how long you have been in this business? Less than 1 year 2 Years to 3 Years 3. What brands do you stock and sell? Vodafone TATA Indicom Airtel BSNL Spice Reliance 1 Year to 2 Years More than 3 years
4. What comes to your mind, when you hear the word TATA Indicom Factor Brand Image Availability Coverage BABASAB PATIL Page 2 Tick ( )
Evaluate the Perception of Brand Image and Sales Promotion Value Addition Service 5. Your satisfaction level with the different cell service providers... Company Vodafone Airtel Spice Reliance TATA Indicom BSNL 6. What kind of benefits do you receive from the company by the way of Sales Promotion Discounts Coupons Any Other Specify_____________________________ 7. What additional sales promotional inputs do you feel the company should provide? Gift Item Slab offers Tour Offers Certificate from Company Schemes Offers Highly Satisfied Satisfied Neutral Dissatisfied Highly Dissatisfied
Any Other Specify_____________________________
8. According to you which is the best advertising media for cell service provider? TV Ads Wall Painting Hoardings Newspapers Poster and Banners Any Other Specify _________________
9. Rank the factors that you feel are important for cell service BABASAB PATIL Page 3
Factors Network Availability Brand Name Price Coverage
High
Mediu m
Low
10. Please feel free to suggest to the company ______________________________________________________________________ ______________________________________________________________________ ___________________________________________________________________ THANK YOU FOR YOUR CO-OPERATION
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INDEX
SI No. 1 2 3 4 5 6 7 8 9 10 11 12 13 PARTICULAR Executive Summary Company Profile Introduction To TATA Group TATA Teleservices (TTSL) Telecom Industry in India Market Status Introduction To Topic Research Methodology Data Collection Analysis Findings Suggestions Conclusion Page No 1-6 7-8 9-10 11-12 13-14 15-17 18-21 22-24 25-26 27-56 57-58 59 60
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INDEX
SI No. 1 2 3 4 5 6 7 8 9 10 11 12 13 PARTICULAR Executive Summary Company Profile Introduction To TATA Group TATA Teleservices (TTSL) Telecom Industry in India Market Status Introduction To Topic Research Methodology Data Collection Analysis Findings Suggestions Conclusion Page No 1-6 7-8 9-10 11-12 13-14 15-17 18-21 22-24 25-26 27-56 57-58 59 60
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EXECUTIVE SUMMARY
In todays competitive environment most of the organizations are aiming at building powerful Brand apart from providing the products at a competitive price, value added services and with best of the quality to their customer. They are using promotional inputs as a tool to create awareness, to inform and attract targeted customer with an objective to maximize the sales of products and services. Retailers and distributors play key role in building powerful brand and achieving promotional objectives by forming an important link between service provider and ultimate customer. Until and unless an organization reviews its image in market and the effectiveness of sales promotional inputs by focusing on each retailer and customers view carefully at regular time intervals it becomes difficult to design ways to go ahead in more strategic manner by beating its counterparts. The project assigned me was To Evaluate the Perception of Brand Image and Sales Promotion among Retailers of TATA INDICOM in Belgaum City. This project taken up is a part of academic assignment to find out the brand positioning of TATA INDICOM in the minds of retailers, to assess the sales promotional effectiveness and finally to come with proposal to enhance brand image and effectiveness of promotion inputs in Belgaum City.
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OBJECTIVES OF THE RESEARCH

To study the Telecom Industry To measure retailers response towards TATA Indicom To know the Brand Positioning of TATA Indicom in the minds of Retailers To find out the important factor that retailers attach for a cell service To know the type of sales promotion that retailers most prefer.
DATA COLLECTION APPROACH

The information necessary for this research study is collected by tapping primary and secondary sources. The sources are as follows: Primary Sources: a) Questionnaire b) Personal interaction c) Observation Secondary Sources: a) Related Information from Internet (Websites) b) Various Text Books c) Journals and Magazines
SELECTION OF SAMPLE
Population: Retail Shops situated in Belgaum city. Sampling Frame: Shops. Sampling Unit: Retailers. Sampling Size: 100. Sampling Method: Convenient Sampling
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HYPOTHESES
H0: More or equal to 50% of the retailers are Satisfied with TATA Indicom H1: Less than 50% of the retailers are Satisfied with TATA Indicom H0: More or equal to 60% of the retailers consider the Price as an important factor H1: Less than 60% of the retailers consider the Price as an important factor
FINDINGS
Most outlets are Multi branded 41% of the retailers are in business for more than 1 year which shows that there is a growth in the market. About 90% of Retailers stock and sell Vodafone, Airtel and TATA Indicom When the retailers here the word TATA Indicom they recall the Logo of TATA Indicom. About 60% Retailers are SATISFIED with the services and offers provided by the TATA Indicom Retailers receive different kinds of discounts from the company. Retailers prefer Tour Offers from the company. Retailers feel that advertising in TV will be very advantages to TATA Indicom.
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Evaluate the Perception of Brand Image and Sales Promotion 68% of the retailers give price as the major priority with respect to cell services
SUGGESTIONS
TATA Indicom should improve the service, specially the activation & network so that the retailers can push the products easily in the market. There is a huge potential to convert the neutral retailers to satisfied retailers by catering to their specific needs. An effective promotional strategy has to be designed focusing more on Hoarding and Banners to obtain the desired results. Hoarding has only a few seconds to make the product noticeable. Hence very few words are to be used on a billboard or hoarding. TATA Indicom should advertise in those newspapers and magazines which has got more circulation. With modern technology digital billboards and tri-faced billboards are moving the market. Digital billboards allow long messages to run continuously across the screen. They also have advantage of attracting better attention. The company should provide special offers to retailers to increases the sales. During the survey it is found that only 45% of the retailers recall the Logo of TATA Indicom which is less than 50% so the company has to focus more on Brand Building Activities. The company should highlight the additional and competitive features which are not provided by other brands through strong media communication. The company should advertise on Internet.
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LIMITATION
The study is limited to Belgaum city only The responses given by the retailers cannot be considered as totally perfect because of various personal and other limitations. As retailers views and experience include more of psychological aspects, the survey made during a particular time period will give information about the retailers during that particular time period.
CONCLUSION
To conclude, it is very less time to study about brand image and sales promotional strategies apart for this we need to focus on each retailers view carefully in regular time intervals so that the best possible is presented here, still there is a lot of scope for developing on this subject, as excellence is not limited always. Tata Teleservice is one of the leading player in the telecommunication sector. TATA Indicom has to focus more on proper advertising strategies through which it can reach its future customers, while 60% of the retailers are very much satisfied by the services provided. Although there is a need to build more confidence in its retailers. This will be possible only through effective communication.
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Evaluate the Perception of Brand Image and Sales Promotion Thus, the company should take necessary steps to satisfy the retailers by providing them with the necessary facilities required to promote brand as a whole.
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INTRODUCTION TO TATA GROUP

The TATA Group comprises 96 operating companies in seven business sectors: information systems and communications; engineering; materials; services; energy; consumer products; and chemicals. Jamsetji Tata founded the Group in the mid 19th century, a period when India had just set out on the road to gaining independence from British rule. Consequently, Jamsetji Tata and those who followed him aligned business opportunities with the objective of nation building this approach remains enshrined in the Group's ethos to this day. The TATA Group is one of India's largest and most respected business conglomerates, with revenues in 2005-06 of $21.9 billion (Rs 967,229 million), the equivalent of about 2.8 per cent of the country's GDP, and a market capitalization of $51.3 billion. TATA companies together employ some 2, 46,000 people. The Group's 28 publicly listed enterprises among them stand out names such as TATA Steel, TATA Consultancy Services, TATA Motors and TATA Tea have a combined market capitalization that is the highest among Indian business houses in the private sector, and a shareholder base of over 2 million. The TATA Group has operations in more than 54 countries across six continents, and its companies export products and services to 120 nations.
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The TATA family of companies shares a set of five core values: Integrity, Understanding, Excellence, Unity and Responsibility. These values, which have been part of the Group's beliefs and convictions from its earliest days, continue to guide and drive the business decisions of TATA companies. The Group and its enterprises have been steadfast and distinctive in their adherence to business ethics and their commitment to corporate social responsibility. This is a legacy that has earned the Group the trust of many millions of stakeholders in a measure few business houses anywhere in the world can match.
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FIVE CORE VALUES OF TATA GROUP:

The TATA Group has always sought to be a value-driven organization. These values continue to direct the Group's growth and businesses. The five core TATA values underpinning the way we do business are: INTEGRITY: We must conduct our business fairly, with honesty and transparency. Everything we do must stand the test of public scrutiny. UNDERSTANDING: We must be caring, show respect, compassion and humanity for our colleagues and customers around the world, and always work for the benefit of the communities we serve. EXCELLENCE: We must constantly strive to achieve the highest possible standards in our day-to-day work and in the quality of the goods and services we provide. UNITY: We must work cohesively with our colleagues across the Group and with our customers and partners around the world, building strong relationships cooperation. RESPONSIBILITY: We must continue to be responsible, sensitive to the countries, communities and environments in which we work, always ensuring that what comes from the people goes back to the people many times over. based on tolerance, understanding and mutual
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TATA TELESERVICES (TTSL)

TATA Teleservices is part of the $21.9 billion (Rs 967,229 million) Tata Group that has over 90 companies in distinct sectors like steel, chemical, software, etc. over 220,000 employees are working in this Group and more than 2.8 million shareholders. Tata Teleservices spearheads the Groups presence in the telecom sector. Tata Teleservice was incorporated in 1996; It was the first to launch CDMA mobile services in India with the Andhra Pradesh circle.
With the acquisition of Hughes Tele.com (India), now Tata Teleservices (Maharashtra), in December 2002, the company swung into expansion mode. TTSL currently offers services under the brand name 'Tata Indicom' in 20 circles in India: Andhra Pradesh, Chennai, Gujarat, Karnataka, Delhi, Maharashtra, Mumbai, Tamil Nadu, Orissa, Bihar, Rajasthan, Punjab, Haryana, Himachal Pradesh, Uttar Pradesh (East), Uttar Pradesh (West), Kerala, Kolkata, Madhya Pradesh and West Bengal.
The company, which heralded convergence technologies in the Indian telecom sector, is today the second market leader in the fixed wireless telephony market with a total customer base of over more than 3.8 million. Tata Teleservices bouquet of telephony services includes Mobile services, Wireless Desktop Phones, Public Booth Telephony Tata Teleservices has a strong workforce of 6000. In addition, TTSL has created more than 20,000 jobs, which will include 10,000 indirect jobs through outsourcing of its manpower needs.
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Today, Tata Teleservices Limited along with its subsidiary Tata Teleservices (Maharashtra) Limited serves over 13 million customers in over 3100 towns. With an ambitious rollout plan both within existing circles and across new circles
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TELECOM INDUSTRY IN INDIA
YEAR 1851 1943 1985 1986 1991 1994
EVENTS First Telephones in India Nationalization of Telephone companies Dot was created Creation of MTNL &VSNL Telecom equipped liberalized Licenses for paging Telecom policy announced Guidelines for private sector participation in basic services Cellular licenses issued for metros Tenders for 2nd operator in basic services apart
1995 1996 1998 1999
form Dot on circle basis VSNL launches internet services TRAI formed Internet policy announced New telecom policy announced
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In 1999, the Government of India authored a very forward looking National Telecom Policy 1999 (NTP-1999), which acknowledged that access to telecommunications is of utmost importance for the achievement of the countrys social and economic goals. Availability of affordable and effective communication for the citizens was the core vision and goal of this telecom policy. Since the announcement of the Policy, the Government has undertaken various concrete steps to achieve the policy objectives. The migration from a fixed to a revenue share license regime provided the desired relief to the private operators - earlier burdened by huge debts that they had to service owing to their license fee commitments. This was the starting point of the cellular revolution being witnessed in the country today, wherein almost 2 million lines are getting added to the network every month.
One of the fastest growing sectors in the country, telecommunications has been zooming up the growth curve at a feverish pace in the past few years. Indian telecommunication firms added 6.3 million new subscribers in February 2007, taking the total user base above 203 million. India has the sixth largest Network in the world. Telecommunication has helped in developing India a leading Nation in the world.
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OPPORTUNTIES IN THE INDIAN TELECOMMUNICATION MARKET

Despite its size, India has amongst the world's least developed telecommunications services. The country has suffered from decades of economic protectionism and nationalized industry. Till a few years back Indians had to wait for several years to get even a basic telephone line. Figure 1 shows that the telecom infrastructure in India continues to be a long way behind other developing nations. This trend is about to change. As mentioned earlier liberalization of the telecom market in India is gathering speed, driven by the impressive growth in the software industry. According to NASSCOM (National Association of Software and Services Companies), the growth rate over the period 1995 -2000 has been close to 50 %. The Indian government sees the IT industry as India's links to the wider world. Although this market continues to be dominated by state run companies - Bharat Sanchar Nigam Ltd (BSNL) and Mahanagar Telephone Nigam Ltd., private companies like Bharti Enterprises, the Reliance Group, and Tata Tele services, BPL, Birla, AT & T and Hughes & Tele, are entering this market. Some of these private companies recently decided to merge making a strong mark.
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With further market liberalization, opening up of the international telephony market and increase in competition, the pace of development is going to intensify more. Perhaps the best indicator of the potential for growth is a comparison with the other Asian giant china. The dramatic difference in the side other two - telecom markets created by China's early liberalization and pro - market reforms as shown in figure 2 is much greater compared to the 20 - 25% difference in their populations.
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CELLULAR INDUSTRY IN INDIA

The Government of India recognizes that the provision of a world-class telecommunications infrastructure and information is the key to rapid economic and social development of the country. It is critical not only for the development of the Information Technology Industry, but also has wide spread ramifications on the entire economy of the country. It is also anticipated that going forward, a major part of the GDP of the country would be contributed by this sector. Accordingly, it is of vital importance to the country that there be a comprehensive and forward looking telecommunications policy which creates an enabling framework for development of this industry. New Telecom Policy 1999 Telecommunication is now universally recognized as one of the prime movers of the modern economy; hence its vital importance for developing country like India. The availability of adequate infrastructure facilities is critical for acceleration of the economic development of any country. According, the government of India has accorded the highest priority to investment and development of telecommunications sector. Telecom requires a huge investment and it was not possible for the Indian government to organize public funding of this sector on such a massive scale. In fact the national telecom policy 1994, estimated a resource gap of Rs 23000 crores to meet the telecom targets of the 8th five year plan of the government of India (1992-1997). Cellular mobile services were one of the first areas to be opened up to private competition. BABASAB PATIL Page 25
The whole country was divided into 4 metropolitan cities of and 19 telecom circles, which were roughly analogous with the states of India. Cellular Licenses were awarded to the private sector first in the metropolitan cities of Delhi, Mumbai, Calcutta and Chennai in 1994 and then in the 19 telecom circles in 1995. The cellular companies come with the lower tariffs and increased coverage; there was also a consultant increase in the number of cellular subscribers from 1.2 million subscribers in April 1999 to almost 2 million by April 2000, the number of cellular subscribes have now grown to almost 6.5 million by the end of March 2002. The year 2001 saw the entry of BSNL and MTNL as the 3 rd cellular operators, in the same year cellular licenses were awarded to the 4th cellular operations in different telecom circles. As of march 2002, the Indian cellular mobile industry had 42 network s on air, serving over 1400 towns and cities covering thousands of villages and servicing almost 6.5 million subscribers across the country. The cellular industry has been growing at a rapid rate and it is been predicted that the industry will be able to sustain this growth in the coming year.
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COMPANY PROFILE
Name of the Concern: Address: BARAFWALA & COMPANY BARAFWALA & COMPANY #11, High Street Camp Belgaum-590 001 Type of Concern: Authorized Indicom Nature of the Industry: Factory: Telecom Industry # 239/4, Mahatma Phule Road Shahapur, Belgaum Departments: Handling. Objective: To be the Market Leader and Spread the products in entire Belgaum City. Competitors: Reliance BSNL Airtel Vodafone Spice MIS, Sales, Complaint Dealer of TATA
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Evaluate the Perception of Brand Image and Sales Promotion Main Management Of the Co: (Owner) Mr. Executive) Asif N. Todewale (MIS Mr. AZIZ .I. BARAFWALA
Bankers:
Standard Chartered Bank. Punjab National Bank.
Importance:
Authorized Dealer helps customers to get best Service for their Products
Phone Number: Fax:
0831-2437964 91-831-437964
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BRAND IMAGE
Building and maintaining brand equity is an important area of ongoing brand marketing. If brand awareness and brand recall are not kept fresh and strong, a lot of time and expense will be wasted. Brand equity is the accumulated value of the brand image or identity in the consumers mind. The brand equity can be estimated by calculating the sales of a comparable brand with the same features and benefits and subtracting those from your brands sales. The difference then, is the true value of your brand equity. There is an intangible value to brand equity and some suggest it cant be converted into a dollar value. The whole point of brand marketing is that everything does actually convert to a dollar value. In reality, that type of intangible is branding that perhaps missed the mark. Intangibles such as goodwill do have some sales-oriented value that might be harvested at some point. Public relations are often considered an intangible yet it does help a business solve some brand communications needs and strengthen the brands value and hence contribute ultimately to sales.
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Evaluate the Perception of Brand Image and Sales Promotion A brand is unlikely to have one brand image, but several, though one or many may predominate. The key in brand image research is to identify or develop the most powerful images and reinforce them through subsequent brand communications.
The term brand image gained popularity as evidence began to grow that the feelings and images associated with a brand were powerful purchase influencers, through brand recognition, recall and brand identity. It is based on the proposition that consumers buy not only a product (commodity/goods), but also the image associations of the product, such as power, wealth, style and most importantly identification and association with other users of the brand. In a consumer led world, people tend to define themselves and their Jungian Personality by their possessions. The ego and superego control to a large extent the image and personality that people would like others to have of them. Good brand image are instantly reminding, are positive and are almost always unique among competitive brands. It can be reinforced by brand communications such as packaging, advertising, sales promotion, customer service, word of mouth, and other aspects of the brand experience. Brand Images are usually evoked by asking consumers the first words/images that come to their mind when a certain brand is mentioned (sometimes called top of mind). When responses are highly variable, non-forthcoming, or refer to non-image attributes such as cost, it is an indicator of a weak brand image.
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BRAND ATTRIBUTES
Attributes are simply properties of a given product, brand, service, advertisement or any object of interest. Many brand and market research is targeted at understanding the most significant and powerful attributes of a product/service/brand. It can have many attributes including cost, value for money, prestige, taste, usability, liking and a wide range of image or personality attributes. Usually a client wishes to measure their product or brand as perceived by target markets along several attributes they see important to the brand. If they are in a competitive market, they also sometimes need to know how they rate against competing offerings. A key mistake in attribute-based research is for the most salient attributes to be missed or the attribute definitions to be posed in such a way as they are not clear to the consumer subject pool. It often occurs when brand is a product rather than consumer driven. It is often important therefore for research aimed at uncovering the silent attributes of the product according to the consumer. In brand, where attributes are often related to brand personality, brand image and brand identification related variables BABASAB PATIL these can often by Page 31
Evaluate the Perception of Brand Image and Sales Promotion done by uncovering qualitative and depth interview techniques. Consumer becomes familiar with the category within a short time, especially when prices come down rapidly.
Besides, such quick diffusion is also enhanced by the fact that the category is a necessity item rather than a luxury. There is also the element of social visibility associated with the category. Hence for a national brand, mass advertising is a pre-requisite, provided it is supported by the other elements of the marketing mix.
DIFFERENTIATION
Advertisements convey brand differentiation and this may be important in several categories, which consist of several brands. Differentiation Awareness can be created by television advertising, but in certain categories there may be a need to demonstrate the effectiveness of brands. Differentiation with which consumers cannot connect may have a negative implication and if a brand connects consumers with its differentiation, it is likely to also differentiate itself in terms of getting identified with the consumers. In certain situation, the company may have two offerings in a productline and there is a need to differentiate them clearly depending on the target segments involved. This is a complex situation where differentiation decides the growth of the brand and the perceived difference between the offerings. An added layer to the complexity is the same brand name being used for the offerings. BABASAB PATIL Page 32
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SALES PROMOTION
It is key ingredient in marketing campaigns, consists of a collection of incentive tools, mostly short term, designed to stimulate quicker or greater purchase of particular products or services by consumers or the trade. Sales promotion tools vary in their specific objectives. Sellers use incentive type promotions to attract new triers, to reward loyal customers, and to increase the repurchase rates of occasional users. It often attracts brand switchers, who are primarily looking for low price, good value or premiums. Sales promotions generally are unlikely to turn them into loyal users, although they may be induced to make some subsequent purchases. It is used in markets of high brand similarity can produce a high sales response in the short run but little permanent gain in market share. In markets of high brand dissimilarity, sales promotions may be able to alter market shares permanently. For retailers, promotions may increase sales of complementary categories as well as induce some storeswitching by consumers. They promote greater consumer awareness of price.
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RESEARCH METHODOLOGY
Title of the Project To Evaluate the Perception of Brand Image and Sales
Promotion among Retailers of TATA INDICOM in Belgaum City. Objectives of the Research To study the Telecom Industry To measure retailers response towards TATA Indicom To know the Brand Positioning of TATA Indicom in the minds of Retailers To find out the important factor that retailers attach for a cell service To know the type of sales promotion that retailers most prefer Selection of Sample Population: Retail Shops situated in Belgaum city Sampling Frame: Shops Sampling Unit: Retailers Sampling Size: 100 Sampling Method: Convenient Sampling
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DATA COLLECTION APPROACH

The information necessary for this research study is collected by tapping primary and secondary sources. The sources are as follows: Primary Sources: a. b. c. Questionnaire Personal interaction Observation Secondary Sources: a. b. c. Related Information from Internet (Websites) Various Text Books Journals and Magazines Limitation of the Study The study is limited to Belgaum city only The responses given by the retailers cannot be considered as totally perfect because of various personal and other limitations. As retailers views and experience include more of psychological aspects, the survey made during a particular time period will give information about the retailers during that particular time period.
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1. Teleshop
What kind of business/outlet do you own? Multi brand outlet Sub dealers Exclusive outlet
What kind of business/outlet do you own? Frequency 28 48 14 10 100 Percent 28.0 48.0 14.0 10.0 100.0 Valid Percent 28.0 48.0 14.0 10.0 100.0 Cumulative Percent 28.0 76.0 90.0 100.0
Valid
Teleshop Multi-brand outlet Exclusive outlet sub dealers Total
what kind of business/outlet do you own

sub dealers 10.0% Telesho p Exclusive o utlet 14.0% 28 .0%
Multi-brand o utlet 48 .0%
Interpretation About 48% of retailers own a multi brand outlet were as 28% own a Teleshop business and 14% of them possesses exclusive outlet and 10% of them are sub dealers
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2.
Since how long you have been in this business? Less than 1 year 2 Years to 3 Years 1 Year to 2 Years More than 3 years
Since how long you have been in this business? Frequency 27 41 27 5 100 Percent 27.0 41.0 27.0 5.0 100.0 Valid Percent 27.0 41.0 27.0 5.0 100.0 Cumulative Percent 27.0 68.0 95.0 100.0
Valid
Less than 1 year 1 Year to 2 Years 2 Years to 3 Years More than 3 Years Total
since how long you have been in this business

Mo than 3 Years re 5.0% 2 Years to 3 Years 27.0%
Less than 1 year 27.0%
1 Year to 2 Years 41.0%
Interpretation The above pie chart indicates that about 41% of the retailers are in business for more than 1 year. The retailers who have set up the business newly i.e less than 1 year is also 27% which shows that the market is growing to potential.
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3.
What brands do you stock and sell? Vodafone TATA Indicom Airtel BSNL Spice Reliance
120 100 80 60 40 20 0
Vo da fo ne
96
95 76
98 73 56
In di co m
Ai rt e l
L BS N
Interpretation Out of 100 retailers 98%, 96%, 95% stock TATA Indicom, Vodafone and Airtel respectively and 76%, 73%, 56% stock Spice, BSNL and Reliance respectively. This shows that the retailers are not dependent on any specific brand, but Vodafone, Airtel and TATA Indicom are more in demand when compared to other brands which are available in market.
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el ia nc e
Sp ic e
4. Indicom
What comes to your mind, when you hear the word TATA Factor Logo Availability Coverage Value Addition Service Brand Ambassador
What comes to your mind, when you hear the word "TATA Indicom" Frequency Percent Valid Percent Valid Logo 45 45.0 45.0 Availability 21 21.0 21.0 Coverage 12 12.0 12.0 Value Addition Service 13 13.0 13.0 Brand Ambassador 9 9.0 9.0 100.0 W a c m s to y uTotal d w e y u h a th w rd "T T 100.0ic m ht o e o r m , h n o e r e 100 A AIn o " in o d Cumulative Percent 45.0 66.0 78.0 91.0 100.0
Tick ( )
B d A bas ado ran m s r 9.0% V eA alu dditio S n ervi 1 .0% 3 L go o 4 5.0% C verage o 1 .0% 2
A vailability 2 .0% 1
Interpretation About 45% of Retailers recall the Logo of TATA when asked what comes to your mind when you hear the name TATA Indicom; some retailers also recall Availability and Coverage. BABASAB PATIL Page 40
5.
Your satisfaction level with the different cell service Highly Satisfied Satisfied Neutral Dissatisfied Highly Dissatisfied
providers. Company Vodafone Airtel Spice Reliance TATA Indicom BSNL VODAFONE
Satisfaction level of Vodafone Frequency 36 49 7 8 100 Percent 36.0 49.0 7.0 8.0 100.0 Valid Percent 36.0 49.0 7.0 8.0 100.0 Cumulative Percent 36.0 85.0 92.0 100.0
Valid
Highly Satisfied Satisfied Neutral Dissatisfied Total
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satisfaction level of vodafone
D s fied is atis 8 .0% N eutral 7.0% H ighly Satis fied 36.0%
Satis fied 49 .0%
Interpretation (VODAFONE) The above graph shows that 49% of Retailers are satisfied with services provided by Vodafone; there is more opportunity for the Vodafone Company to convert this 49% of satisfied retailers into Highly Satisfied retailers because it will help the company in return to increase the sales. The company should also concentrate on the dissatisfied retailers and try to convert them into satisfied retailers.
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AIRTEL
S atisfaction level of Airtel Cumulative Frequency Percent Valid Percent Percent Highly Satisfied 39 39.0 39.0 39.0 Satisfied 46 46.0 46.0 85.0 Neutral 15 15.0 15.0 100.0 Total 100 100.0 100.0
Valid
satisfaction level of airtel

Neutral 15.0%
Highly Satisfied 39.0%
Satisfied 46.0%
Interpretation The above graph shows that 46% of Retailers are satisfied with services provided by Airtel; there is more chance for Airtel to convert this 46% of satisfied retailers into Highly Satisfied retailers which in turn helps the company to increase the sales. It should also convert the Neutral retailers to satisfied retailers.
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SPICE
Satisfaction level of Spice Frequency 9 35 44 8 4 100 Percent 9.0 35.0 44.0 8.0 4.0 100.0 Valid Percent 9.0 35.0 44.0 8.0 4.0 100.0 Cumulative Percent 9.0 44.0 88.0 96.0 100.0
Valid
Highly Satisfied Satisfied Neutral Dissatisfied Highly Dissatisfied Total
satisfaction level of spice

Highly Dissatisfied 4.0% Dissatisfied 8.0% Highly Satisfied 9.0%
Satisfied 35.0% Neutral 44.0%
Interpretation The above graph shows that only 35% of the retailers are satisfied with the services provided by Spice, but on the other hand about 44% of the retailers say that they are neither satisfied nor dissatisfied with the service of spice, the company has to work towards converting this neutral retailers to satisfied and also the dissatisfied and highly dissatisfied retailers to satisfied which will be more beneficial to the spice company. BABASAB PATIL Page 44
RELIANCE
Satisfaction level of Reliance Frequency 10 27 39 22 2 100 Percent 10.0 27.0 39.0 22.0 2.0 100.0 Valid Percent 10.0 27.0 39.0 22.0 2.0 100.0 Cumulative Percent 10.0 37.0 76.0 98.0 100.0
Valid

Highly Dissatisfied 2.0% Dissatisfied 22.0%
satisfaction level of reliance
Highly Satisfied 10.0%
Satisfied 27.0%
Neutral 39 .0%
Interpretation The above graph shows that only 27% of the retailers are satisfied with the services provided by Reliance, but on the other hand about 39% of the retailers say that they are neither satisfied nor dissatisfied with the service provided by Reliance, the company has to work towards converting this neutral retailers to satisfied and also the dissatisfied (22%) and highly dissatisfied retailers to satisfied which will be more advantageous to the Reliance
BABASAB PATIL
Page 45
TATA INDICOM
Satisfaction level of TATA Indicom Frequency 9 51 26 8 6 100 Percent 9.0 51.0 26.0 8.0 6.0 100.0 Valid Percent 9.0 51.0 26.0 8.0 6.0 100.0 Cumulative Percent 9.0 60.0 86.0 94.0 100.0
Valid
satisfaction level of TATA Indicom

H ighly D issatisfied 6.0% D issatisfied 8.0% H ighly Satisfied 9.0%
N eutral 26.0% Satisfied 51.0%
Interpretation The above graphs shows that about 60% of the retailers are satisfied with the services provided by TATA Indicom, 26% of them are neutral were as 14% of the retailers are dissatisfied with TATA Indicom. Therefore the company must take necessary steps to achieve the expectations of the dissatisfied retailers.
BABASAB PATIL
Page 46
BSNL
Satisfacation level of BSNL Frequency 4 40 43 9 4 100 Percent 4.0 40.0 43.0 9.0 4.0 100.0 Valid Percent 4.0 40.0 43.0 9.0 4.0 100.0 Cumulative Percent 4.0 44.0 87.0 96.0 100.0
Valid
satisfacation level of BSNL

Highly Dissatisfied 4.0% Dissatisfied 9 .0% Highly Satisfied 4.0%
Satisfied 40.0%
Neutral 43.0%
Interpretation The above graphs shows that about 44% of the retailers are satisfied with the services provided by BSNL, 43% of them are neutral were as 13% of the retailers are dissatisfied with BSNL. Therefore the company must take essential steps to achieve the expectations of the dissatisfied retailers.
BABASAB PATIL
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6.
What kind of benefits do you receive from the company by Schemes Offers
the way of Sales Promotion Discounts Coupons
what kind of Benefits do you receive from the company Frequency 34 27 10 29 100 Percent 34.0 27.0 10.0 29.0 100.0 Valid Percent 34.0 27.0 10.0 29.0 100.0 Cumulative Percent 34.0 61.0 71.0 100.0
Valid
Discounts Schemes Coupons Offers Total
w a k d of b efits do you receive fromth com a y h t in en e pn

O rs ffe 2 .0 9 % D c unts is o 3 .0 4 %
C up ns o o 1 .0 0 %
S he e c ms 2 % 7.0
Interpretation About 34% of the retailers receive benefits in the form of discounts and 29% of retailers are provided with different offers, were as 27% of retailers are offered different schemes.
BABASAB PATIL
Page 48
7. Gift Item
What additional sales promotional inputs do you feel the Tour Offers Certificate from Company
company should provide? Slab Offers

what additional sales promotional inputs do you feel that the company should provide Frequency Gift Items 27 Tour offers 39 Slab Offers 12 Certificate from company 22 Total 100 Percent 27.0 39.0 12.0 22.0 100.0 Valid Percent 27.0 39.0 12.0 22.0 100.0 Cumulative Percent 27.0 66.0 78.0 100.0
Valid
W A hat dditio sale pro o nal inpu do yo fe l the co pany sho ld nal s m tio ts u e m u
C ertificate o C m f o pa 2 .0% 2 G Item ift s 2 7.0%
S O lab ffers 1 .0% 2
Tu O o r ffers 3 9.0%
Interpretation About 39% of the retailers expect Tour Offers from the company in the form of sales promotion inputs. 27% of the retailers expect gift items from the company, where as 22% and 12% of retailers expect Certificate from company and Slab offers in form of additional sales promotions
BABASAB PATIL
Page 49
8. TV Ads
According to you which is the best advertising media for cell Newspapers Poster and Banners Any Other Specify _________________
service provider? Wall Painting Hoardings
According to you which is the best advertising media for cell service provider Frequency 47 8 22 13 10 100 Percent 47.0 8.0 22.0 13.0 10.0 100.0 Valid Percent 47.0 8.0 22.0 13.0 10.0 100.0 Cumulative Percent 47.0 55.0 77.0 90.0 100.0
Valid
according to you which is the best advertising m edia for cell service pr
H oardings 10.0% Poster and Banners 13.0% T V 47.0%
TV Newspapers Wall Painting Poster and Banners Hoardings Total
W Painting all 22.0% N spapers ew 8.0%
Interpretation About 47% of retailers consider TV Ads as most effective advertising medium, where as 22% of the retailers prefer Wall Painting and only 13% of them consider posters and banners and 10% prefer hoarding where as only 8% of them prefer newspaper as the best advertising
BABASAB PATIL
Page 50
Evaluate the Perception of Brand Image and Sales Promotion media. Thus TV Ads are the most desirable and preferred medium for advertisement. 9. Rank the factors that you feel are important for cell service Factors Network Availability Brand Name Price Coverage NETWORK
Network Frequency 55 32 13 100 Percent 55.0 32.0 13.0 100.0 N t ok ew r
Lw o 1 .0 3%
High
Mediu m
Low
Valid
High Medium Low Total
Valid Percent 55.0 32.0 13.0 100.0
Cumulative Percent 55.0 87.0 100.0
Md m e iu 3 .0 2%
Hh ig 5 .0 5 %
Interpretation About 55% of the retailers give Network as the major priority with respect to cell services were as 32% of them consider it as not so BABASAB PATIL Page 51
Evaluate the Perception of Brand Image and Sales Promotion important (Medium) and 13% have rated network as low from the point of view of cell services. AVAILABILITY
Availability Frequency 37 52 11 100 Percent 37.0 52.0 11.0 100.0 Valid Percent 37.0 52.0 11.0 100.0 Cumulative Percent 37.0 89.0 100.0
Valid
Availiability
Low 11.0%
High 37.0%
Medium 52.0%
Interpretation About 37% of the retailers give Availability as the major priority with respect to cell services were as 52% of them consider it as not so
BABASAB PATIL
Page 52
Evaluate the Perception of Brand Image and Sales Promotion important (Medium) and 11% have rated Availability as low from the point of view of cell services.
BRAND NAME
Brand Name Frequency 54 32 14 100 Percent 54.0 32.0 14.0 100.0 Valid Percent 54.0 32.0 14.0 100.0 Cumulative Percent 54.0 86.0 100.0
Valid
Brand Nam e
Lo w 14.0%
High Medium 32.0% 54.0%
Interpretation About 54% of the retailers give Brand Name as the major priority with respect to cell services were as 32% of them consider it as not so BABASAB PATIL Page 53
Evaluate the Perception of Brand Image and Sales Promotion important (Medium) and 14% have rated Brand Name as low from the point of view of cell services.
PRICE
Price Frequency 68 26 6 100 Percent 68.0 26.0 6.0 100.0 Valid Percent 68.0 26.0 6.0 100.0 Cumulative Percent 68.0 94.0 100.0
Valid
Price
Lo w 6.0% Medium 26.0%
H igh 68 .0%
Interpretation About 68% of the retailers give Price as the major priority with respect to cell services were as 26% of them consider it as not so important
BABASAB PATIL
Page 54
Evaluate the Perception of Brand Image and Sales Promotion (Medium) and 6% have rated Price as low from the point of view of cell services.
COVERAGE
Coverage Frequency 58 34 8 100 Percent 58.0 34.0 8.0 100.0 Valid Percent 58.0 34.0 8.0 100.0 Cumulative Percent 58.0 92.0 100.0
Valid
Coverage
Low 8.0%
Medium 34.0% High 58.0%
Interpretation BABASAB PATIL Page 55
Evaluate the Perception of Brand Image and Sales Promotion About 58% of the retailers give Clarity as the major priority with respect to cell services were as 34% of them consider it as not so important (Medium) and 8% have rated Clarity as low from the point of view of cell services.
BABASAB PATIL
Page 56
H0: More or equal to 50% of the retailers are Satisfied with TATA Indicom Using Z Test can prove this Computation of Z value Z= P-P/ sigma P (1-P) =0.50 N-1= 100-1=99 Total sample size P=60/100=0.6 Sigma P= Z= Z = 1.99 K=-1.64 Conclusion: Since critical value (K= -1.64) is less than calculated Z value (1.99) null hypothesis is accepted. Result: More than 50% of the retailers are satisfied with TATA Indicom P (1-P)/ (N-1) = 0.05025 P=0.50 N=100 Indicom H1: Less than 50% of the retailers are Satisfied with TATA
Where P= X/N = Respondents favoring Ho
0.6-0.50/0.05025
BABASAB PATIL
Page 57
H0: More or equal to 60% of the retailers consider the Price as an important factor H1: Less than 60% of the retailers consider the Price as an important factor
Using Z Test can prove this Computation of Z value Z= P-P/ sigma P (1-P) =0.40 N-1= 100-1=99 Total sample size P=68/100=0.68 Sigma P= P (1-P)/ (N-1) Z= 0.68-0.60/0.049 Z = 1.63 K=-1.64 Conclusion; Since critical value (K= -1.64) is less than calculated Z value (1.63) null hypothesis is accepted. Result: More than 60% of the retailers consider the Price as an important factor = 0.049 P=0.60 N=100
Where P= X/N = Respondents favoring Ho
BABASAB PATIL
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FINDINGS
Most outlets are Multi branded 41% of the retailers are in business for than 1 year. which shows that there is a growth in the market. About 90% of Retailers stock and sell Vodafone, Airtel and TATA Indicom When the retailers here the word TATA Indicom they recall the Logo of TATA Indicom. About 60% Retailers are SATISFIED with the services and offers provided by the TATA Indicom Retailers receive different kinds of discounts from the company. Retailers prefer Tour Offers from the company. Retailers feel that advertising in TV will be very advantages to TATA Indicom. 68% of the retailers give price as the major priority with respect to cell services
BABASAB PATIL
Page 59
SUGGESTIONS
TATA Indicom should improve the service, specially the activation & network so that the retailers can push the products easily in the market. There is a huge potential to convert the neutral retailers to satisfied retailers by catering to their specific needs. An effective promotional strategy has to be designed focusing more on Hoarding and Banners to obtain the desired results. Hoarding has only a few seconds to make the product noticeable. Hence very few words are to be used on a billboard or hoarding. TATA Indicom should advertise in those newspapers and magazines which has got more circulation. With modern technology digital billboards and tri-faced billboards are moving the market. Digital billboards allow long messages to run continuously across the screen. They also have advantage of attracting better attention. The company should provide special offers to retailers to increases the sales. During the survey it is found that only 45% of the retailers recall the Logo of TATA Indicom which is less than 50% so the company has to focus more on Brand Building Activities. The company should highlight the additional and competitive features which are not provided by other brands through strong media communication. The company should advertise on Internet
BABASAB PATIL
Page 60
CONCLUSION
To conclude, it is very less time to study about brand image and sales promotional strategies apart for this we need to focus on each retailers view carefully in regular time intervals so that the best possible is presented here, still there is a lot of scope for developing on this subject, as excellence is not limited always. Tata Teleservice is one of the leading player in the telecommunication sector. TATA Indicom has to focus more on proper advertising strategies through which it can reach its future customers, while 60% of the retailers are very much satisfied by the services provided. Although there is a need to build more confidence in its retailers. This will be possible only through effective communication. Thus, the company should take necessary steps to satisfy the retailers by providing them with the necessary facilities required to promote brand as a whole.
BABASAB PATIL
Page 61
BIBLIOGRAPHY
Books: Marketing Management by Philip Kotler and Kevin Lane Keller 12th edition, Page No 286, 340, 555,556,559 Sales and Distribution Management by Tapan K. Panda and Sunil Sahadev, Page No 289,291,294 Internet/Website: www.ttsl.com www.tataindicom.com www.google.com
BABASAB PATIL
Page 62

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Evaluate the Perception of Brand Image and Sales Promotion TITLE To Evaluate the Effectiveness of Brand Image and

QUESTIONNAIRE BABASAB PATIL Page 1

Evaluate the Perception of Brand Image and Sales Promotion

Phone Number: __________________________________________________

Any Other Specify_____________________________

Evaluate the Perception of Brand Image and Sales Promotion

Factors Network Availability Brand Name Price Coverage

Evaluate the Perception of Brand Image and Sales Promotion

Evaluate the Perception of Brand Image and Sales Promotion

Evaluate the Perception of Brand Image and Sales Promotion

Evaluate the Perception of Brand Image and Sales Promotion

Evaluate the Perception of Brand Image and Sales Promotion

Evaluate the Perception of Brand Image and Sales Promotion

OBJECTIVES OF THE RESEARCH

DATA COLLECTION APPROACH

Evaluate the Perception of Brand Image and Sales Promotion

Evaluate the Perception of Brand Image and Sales Promotion

Evaluate the Perception of Brand Image and Sales Promotion

INTRODUCTION TO TATA GROUP

Evaluate the Perception of Brand Image and Sales Promotion

Evaluate the Perception of Brand Image and Sales Promotion

FIVE CORE VALUES OF TATA GROUP:

Evaluate the Perception of Brand Image and Sales Promotion

TATA TELESERVICES (TTSL)

Evaluate the Perception of Brand Image and Sales Promotion

Evaluate the Perception of Brand Image and Sales Promotion

TELECOM INDUSTRY IN INDIA

YEAR 1851 1943 1985 1986 1991 1994

1995 1996 1998 1999

Evaluate the Perception of Brand Image and Sales Promotion

Evaluate the Perception of Brand Image and Sales Promotion

Evaluate the Perception of Brand Image and Sales Promotion

OPPORTUNTIES IN THE INDIAN TELECOMMUNICATION MARKET

Evaluate the Perception of Brand Image and Sales Promotion

Evaluate the Perception of Brand Image and Sales Promotion

CELLULAR INDUSTRY IN INDIA

Evaluate the Perception of Brand Image and Sales Promotion

Evaluate the Perception of Brand Image and Sales Promotion

Standard Chartered Bank. Punjab National Bank.

Phone Number: Fax:

Evaluate the Perception of Brand Image and Sales Promotion

Evaluate the Perception of Brand Image and Sales Promotion

Evaluate the Perception of Brand Image and Sales Promotion

Evaluate the Perception of Brand Image and Sales Promotion

Evaluate the Perception of Brand Image and Sales Promotion

Evaluate the Perception of Brand Image and Sales Promotion

DATA COLLECTION APPROACH

Evaluate the Perception of Brand Image and Sales Promotion

Teleshop Multi-brand outlet Exclusive outlet sub dealers Total

what kind of business/outlet do you own

Multi-brand o utlet 48 .0%

Evaluate the Perception of Brand Image and Sales Promotion

since how long you have been in this business

Less than 1 year 27.0%

1 Year to 2 Years 41.0%

Evaluate the Perception of Brand Image and Sales Promotion

Evaluate the Perception of Brand Image and Sales Promotion

Evaluate the Perception of Brand Image and Sales Promotion

Highly Satisfied Satisfied Neutral Dissatisfied Total

Evaluate the Perception of Brand Image and Sales Promotion

satisfaction level of vodafone

D s fied is atis 8 .0% N eutral 7.0% H ighly Satis fied 36.0%

Satis fied 49 .0%