Research Report_ Sachin Bansal_VIVA IMS

8/7/2019 Research Report_ Sachin Bansal_VIVA IMS

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-For vTurk on campus internship-- By Sachin Bansal

1

Index:

Topic Page No.

Research Report 2

Copy of Transmittal Letter: 3

Research Report: 4

Objective of market Research: 4

Topic of the Research: 4

Methodology of the market research: 5

Sample Questionnaire: 5

Market Research Process: 6

Details of the processes in the research: 6

Collection of data for the research: 6

Collation of the Responses: 6

Analysis of the Data Collected: 7

Recommendations: 17

Promotions Report: 18

Introduction: 19

Process: 19

Sample: 19

Sales Report: 20

Introduction: 21

Goal: 21

Permission letter: 21

Leads: 21

Sales Process: 21

Implementation: 22

Overall challenges: 22

Conclusion: 22


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2

Research Report

-On Number Portability-


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Copy of the Transmittal Letter received via email.

Urmesh Chandra Feb 20 2010to velerain, me, Maithili

Dear Sir /Madam,

Greetings from Virgin Mobile!

This is to confirm that following students has been selected for the vTurk Project of Virgin Mobile India from

your esteemed Institute.

y Anand Rajawat,

y Anukriti Shrivastava,

y Sachin Bansal,

y Sonam Desai

This project has started on 8th Feb and will complete on 31st of March 2010.

Attached is the introductory presentation and description of the project is also mentioned below.

vTurk Internship Program

Virgin Mobile India (VMI) is the nations first youth focused cellular brand. We believe in theentrepreneurial spirit and the power of youth and hence, we strive to be a partner in all importantfacets of their lives. We constantly strive to add value to the youth, propel them towardsachievements, reward the deserving and create a learning experience both for them as well as VMI.

Through vTurk, VMI expresses interest in offering an on- campus Internship Project to selectedstudents of your esteemed college. This would be a 2 months internship focused on exposing the

students to the marketing, sales and research function of an organization. This would help himunderstand important subtleties and challenges on the road ahead and will prepare him to overcome

them with finesse.

In this project, the student will be expected to -

- Survey and analyse the student behavior towards mobile phones and its usage

- Create brand awareness about VMI in college (will activities will be unobtrusiveto the college environment)

- To acquire users forVMI

The tenure of the project will be marked by various regional and national competition. At the end ofthe project, the vTurk is expected to submit a report with his/her analysis and recommendations toVMI. The project will be reviewed and evaluated in a phased manner by senior Virgin Mobile Indiaofficials. The first review will happen at the end of 30 days (the mid-term review) and the next one atthe end of the project (final review). A certificate of completion and stipend will be awarded to all.students who will successfully complete the project.

For any further details please feel free to contact me on the below mentioned phone number.

Thanks and Regards,

Urmesh Chandra|Marketing Virgin Mobile India | 3

rd Floor, Vasant Square Mall, Community Centre, Sector B, Pocket V, Vasant Kunj

New Delhi 110 070| Mobile: +91 9210918357


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4

Research Report:

Objective of Market Research:

To analyse the responses of the students being surveyed based on several criteria included in the

questionnaire. The research intended to analyse the awareness of the number portability feature

being introduced in the Indian market.

As the Indian market is growing, the consumer is increasingly being spoilt for choice. The consumer

now has a lot of options, schemes and tarrifs to choose from. If one notices, the number of cell

phone users is increasing rapidly at a phenomenal rate. One can find a lot of researches being

conducted to ascertain what the consumers want in terms of schemes and services. However, there

is no report available to ascertain the satisfaction level of the consumers with their current service

provider. The research conducted by me aims at understanding the satisfaction level of the

consumers with their service provider. The questionnaire has questions about the number of times

the consumer has changed his service provider, and if he intends to change one in the future. The

questionnaire also has questions about the nature of the service used, the usage, consumption

pattern among other things.

The facility of number portability being introduced by the Department Of Telecommunications of

India will be a major factor governing the retention of customers. It is a hypothesis that the

customers who have been using the numbers for a long time will be reluctant to switch the provider

due to the change of numbers. The questions about the same in the questionnaire will be expected

to answer the same.

Topic of the research:

The topic of the research was to ascertain whether the customers of various network providers will

be willing to change the service provider if they are given the option of number portability. The

concept of number portability has been explained as follows.

The option of number portability gives the consumer the option of choosing the service provider.

The number the customer is using remains the same. The customer just migrates to a new network

provider. The customer here has the benefit of getting the service of the new provider and not

loosing his number due to migration.

If the customers of various provides are dissatisfied, then the option of number portability will be of

a great help to them and providers who have operated in the market for a long time and are

inefficient will see their market share diminish.

The analysis of the report will ascertain whether the cause of dissatisfaction will be a factor in

customers opting for number portability.


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5

Methodology of the Market research:

In the first phase, 30 respondents were chosen from the population and in the second phase

another 30 were chosen. Those who had been interviewed in the first phasewere deliberately not

asked to participate in the second phase. The nature of the questionnaire remained the same in

both the phases. This was done in part to analyse the information sharing among the youth.Two

extra questions were added to the questionnaire provided. They included

1) A direct question on whether the respondents were aware of the Number Portability Facility

being Introduced.

2) Whether the respondents had used a Virgin Mobile Scheme.

Sample Questionnaire:

Following is a sample of the questionnaire:


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Market Research Process:

Details of the processes in the research:

Due permissions were taken from the concerned authorities regarding the research. The nature and

the reasons of the research were explained to both the college authorities (where the research was

carried out) and the students who participated in the research. Participation was open to all as long

as the respondent was falling in the required age bracket and was not mandatory.

The respondents were in the age group of 18 to 24, as the nature of the questions and the subject of

the study revolved around the college going population. The respondents in this case were students

of VIVA IMS and VIVA Institute of Technology.

As explained earlier, the participation was not mandatory and even thought the questionnaire dealt

with the cellular network providers, those who were not using the cell phones were also welcome.

Such participants were important to the study as they helped in analysing the cell phone penetration

among the youth.

Questions such as those dealing with the satisfaction with the cellular network provider were asked

and those questions like the one asking the respondents whether they were knowing about the

number portability.

The purpose of the same was to analyse the usage pattern among the youth, the ratio of them using

prepaid versus the post paid among many others which will be explained in the following pages.

Collection of data for the research:

The students of the college were asked at random to participate in the research. The students were

explained that there was no incentive to participate and it was for the on campus internship beingundertaken by us (vTurks).

The nature of the questions was explained to the students and they were asked to provide answers

to the same. Their queries and concerns were explained s and when they arose during the filling up

of the questionnaire. The respondents had queries about the number portability issue as most of

them were unaware of the same and it has been corroborated by the analysis of the study too.

Collation of the Responses:

The below gives a brief summary of the total respondents surveyed and the total number of

responses.

Total Respondents: 60

Total Females

Surveyed

Mean age of

the females

Total Males

Surveyed

Mean age of

the males

Mean Age of all

respondents

21 20.4 39 21.07 20.86

A full report has been attached along with this doc as an excel sheet.


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Analysis Of the Data Collected:

As per the data collated, the following was analysed:

Service providers used in relation to age:

Count

of Do

you

own a

mobile

phone

Column

Labels

Row

Labels Aircel Airtel BPL BSNL Docomo Idea MTNL Reliance

Tata

CDMA

Tata

Docomo Virgin Vodafone

Grand

Total

17 1 1 2

18 6 1 3 5 3 1 2 21

19 1 1 2

20 1 1 1 1 4

21 1 1

22 1 1 2

23 4 2 7 1 1 15

24 2 4 2 1 1 1 2 13

Grand

Total 2 17 1 5 14 5 2 4 1 2 2 5 60

0

1

2

3

4

5

6

7

8

17 18 19 20 21 22 23 24

Aircel

Airtel

BPL

BSNL

ocomo

Idea

MTNL

Reliance

Tata C MA


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Change of service provider in relation to age:

Count of Do

you own a

mobile phone

Column

Labels

NoNoTotal Yes

YesTotal

GrandTotal

Row Labels N/A 1 2 3 5

1

time

2

times

17 1 1 1 1 2

18 15 15 3 2 1 6 21

19 1 1 1 1 2

20 1 1 1 1 1 3 4

21 1 1 1

22 1 1 1 1 2

23 8 8 4 2 1 7 15

24 6 6 3 3 1 7 13Grand Total 34 34 11 7 2 1 3 2 26 60

0

2

4

6

8

10

12

14

16

17 18 19 20 21 22 23 24

No - N/A

Yes - 1

Yes - 2

Yes - 3

Yes - 5

Yes - 1 time

Yes - 2 times


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Spend of the age groups on the service provider and relation to the satisfaction:

Count

of Doyou

own a

mobil

e

phon

e

Colum

n

Labels

800-

1200

800-

120

0

Tota

l

801

-

120

0

801-

120

0

Tota

l

Belo

w Rs

300

Belo

w Rs

300

Total

Rs

301

-

800

Rs

301-

800

Tota

l

Rs

801-

120

0

Rs

801-

120

0

Tota

l

Gran

d

Total

Row

Label

s No

Ye

s No

Ye

s No

Ye

s No

Ye

s Yes

17 2 2 2

18 1 3 4 5 9 14 3 3 21

19 2 2 2

20 2 2 4 4

21 1 1 1

22 2 2 2

23 1 1 1 1 1 9 10 3 3 15

24 1 1 1 1 5 5 2 2 4 2 2 13

Grand

Total 1 1 2 2 4 6 11 27 38 2 10 12 2 2 60

0

1

2

3

4

5

6

7

8

9

10

17 18 19 20 21 22 23 24

800- 1200 - No

800- 1200 - Yes

801-1200 - No

801-1200 - Yes

Belo Rs 300 - No

Belo

Rs 300 - Yes

Rs 301-800 - No

Rs 301-800 - Yes

Rs 801-1200 - Yes


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Awareness of the number portability to age groups:

Count of Do you own a mobile phone Column Labels

Row Labels No Yes

Grand

Total

17 2 2

18 14 7 21

19 1 1 2

20 2 2 4

21 1 1

22 2 2

23 8 7 15

24 7 6 13

Grand Total 35 25 60

0

2

4

6

8

10

12

14

16

17 18 19 20 21 22 23 24

No

Yes


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People aware of number portability and whether intending to change the provider:


Row Labels N/A No Yes

Grand

Total

No 1 21 13 35Yes 13 12 25

Grand Total 1 34 25 60

0

5

10

15

20

25

No Yes

N/A

No

Yes


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Users intending to change the service provider of a particular company:


Row Labels N/A No Yes

Grand

Total

Aircel 2 2Airtel 1 10 6 17

BPL 1 1

BSNL 4 1 5

Docomo 5 9 14

Idea 3 2 5

MTNL 1 1 2

Reliance 3 1 4

Tata CDMA 1 1

Tata Docomo 2 2

Virgin 1 1 2

Vodafone 5 5

Grand Total 1 34 25 60

0

2

4

6

8

10

12

N/A

NoYes


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Reason to change a service provider:

Count of Do you

own a mobile

phoneC

olumn LabelsRow Labels Bad signal

quality

Better tariff

being offered

& change of

place

Better tariff

being

offered,Bad

signal quality

Better Tarrif

being

offfered

Friends on

other

network

N/A Grand

Total

Aircel 1 1 2

Airtel 2 1 14 17

BPL 1 1

BSNL 1 1 3 5

Docomo 4 1 1 3 5 14

Idea 1 2 2 5

MTNL 1 1 2

Reliance 4 4

Tata CDMA 1 1

Tata Docomo 1 1 2

Virgin 1 1 2

Vodafone 2 3 5

Grand Total 10 1 2 2 11 34 60

0

2

4

6

8

10

12

14

16

Bad signal quality

Better tariff eing offered &

change of place

Better tariff

eing offered,Bad

signal quality

Better Tarrif eing offfered

Friends on other net

ork

N/A


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Number of years a customer has had a service provider and the number of customers who intend

to change the service:


Row Labels No Yes

Grand

Total

01-3 years 3 3

1-3 years 15 14 29

3-5 years 9 3 12

Less than a year 4 4 8

More than 5 years 5 3 8


0

2

4

6

8

10

12

14

16

01-3 years 1-3 years 3-5 years Less than a year More than 5 years

No

Yes


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Service Satisfaction related to the service provider:


Row Labels No Yes

Grand

Total

Aircel 1 1 2Airtel 3 14 17

BPL 1 1

BSNL 1 4 5

Docomo 5 9 14

Idea 5 5

MTNL 2 2

Reliance 4 4

Tata CDMA 1 1

Tata Docomo 2 2

Virgin 1 1 2

Vodafone 2 3 5


0

2

4

6

8

10

12

14

16

No

Yes


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People who will change the service provider if the number remains the same:


Row Labels Definitely

May

be

Not at

all Yes

Grand

Total

01-3 years 3 31-3 years 9 17 2 1 29

3-5 years 1 9 2 12

Less than a year 2 5 1 8

More than 5 years 7 1 8

Grand Total 12 41 5 2 60

0

2

4

6

8

10

12

14

16

18

01-3 years 1-3 years 3-5 years Less than a year More than 5

years

Definitely

May be

Not at all

Yes


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Recommendations:

The Below recommendations are based on the analysis of the data collated from the 60 students.

1) As per the first graph, the maximum number of people use Docomo and airtel in the age

group of 23 and 18. Hence, schemes, promotions and tariffs should be devised keeping

these two segments in mind.

2) As per the second graph, maximum attrition is from the customers of age group 18 and 23-

24. Hence, these segments should be targeted and attrition, if any from these segments

should be addressed.

3) As per graph three, tariff plans and value added services should be provided to the

customers of age group 18 and 23 as they are the highest spenders.

4) The incidence of awareness of number portability is highest in the age group of 18 and 23-

24. They must be attracted with new schemes.

5) From the graph on page 11, it may be inferred that the customers for TATA Docomo are

completely dissatisfied with the service and all intend to change. Reasons for the same andthe reasons of customers not intending to change over from Vodafone and Airtel should be

researched further.

6) The biggest reason a customer wants to change a service provider is bad signal quality. The

same must be addressed.

7) Customers who have used a service for 1-3 years are the most likely to change the service,

hence it is crucial to build customer loyalty in the first year and then maintain the wow

factor for the customer.

The last graph also corroborates the previous statement as these people will also change the service

provider is the number remains the same.


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Promotions Report

-On T Shirt Design-


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Introduction:

Apart from the other aspects like the Sales and the market research, promotion was another aspect

of the internship. The nature of promotion was to be a T shirt design depicting the college life.

The T sgirt template was provided and the design was to be made in a maximum of 2 colours. The

design to be made was to reflect the college life. The design was to be in line with the theme of the

youth relating to the way VMI wants to project itself to its customers which is the youth itself.

Process:

The design was based on a theme, about the life that a college going youth faces. He has to run

through a maze of life tackling many obstacles along the way. The obstacles chosen here were

computers, girls, books, etc. Each obstacle depicts a particular aspect of life for an individual. The

objects shown in the maze may vary in meaning from an individual to individual. The maze with its

dead ends depicts the haze and the confusion of college life. The entry and the exitsare marked by

the lines Admission and Degree.

The design was made in Photoshop and the images were downloaded from the internet. The images

in their current form were also edited to bear as little resemblance to the original as possible. None

of the depictions in the design is a copyright.

Sample:


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Sales Report

-On Sales Done-


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Introduction:

One of the important aspect of the vTurk project was that of the sales of sim cards. The participants

were expected to meet sales targets as specified. The sales were to happen in the course of the time

specified and were to be valid sales.

Goal:

Sales is an important aspect of any project related to market research and promotions. It is

imperative that the sales should be true and valid sales. The aim of the activity was to build up on

the data and the information collected from the market research and the promotion phase. There

was a target of 30 sales to be completed within the specified duration. The emphasis was on the

following:

1) The sale had to be made to a student.

2) The sale had to be a valid acquisition.

Permission Letter:

Below is a copy of the permission letter which has been included in the report. The permission letter

was obtained from the college Director of VIVA Institute of Management Studies for Sachin Bansal

asking for a permission to conduct the promotional campaign in colleges apart from VIVA IMS. The

reason to include the permission letter for promotion in the sales report will be explained further in

the document under the leads and the sales process.

Leads:

The prerequisite for a valid sale was that the sales be made to students in particular. This made itlogical to target only the areas frequented by the college students. As per a raw analysis of the data

collected during the market research phase several points were taken into consideration before

identifying the possible customer and then deciding on a value proposition for the same.

The students belonged to the VIVA college in particular and others in general.

Sales Process:

The students were first asked about the schemes they were using. The schemes they told in general

gave an idea of the usage pattern of the students. This was helpful in identifying the sales pitch to be

adopted. For example, if the class in general had a high incidence of usage of SMS services, then thesales pitch was the one involving the SMS schemes . if in case the students used to make more calls

than the SMS, the call rates were explained to them. The other students were explained about the

schemes on a case to case basis. The students also asked if a similar scheme was available at other

VMI outlets. They were told about the availability of the scheme elsewhere, however, to aid their

buying from us, they were told about the Bottle which could be received if they brought from us.


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Implementation:

As and when the students were explained about the schemes, a stress was made on the benifits if

more of their contacts used the schemes. They were explained that it would be better if their friends

also used the virgin mobile scheme.

The following pattern was followed to conduct the sale.

Overall challanges:

Over All Challanges

A major challange was to cconvince individuals who approached to buy a card. The group in general

was apprehensive of the sachemes. It was a major challange to convince the entire group that if they

had the scheme it would be for their benefit. If the group got convinced amongst themselves, then

most of the individuals in the groups took the schemes resulting in a sale. The other challenge was

the procurement of valid documents. No specific reason can be ascertained to it.

Conclusion:

All in all the process of sales was a bit challenging as did not anticipate the nature of response I

would receive. Follow up was a major factor in getting the existing customers to get me more

customers. The sales pitch is a very important factor in determining the success of a sale.

Talk to the Prospects about the

schemes they are using and then

talk about the available with VMI

scheme in one classroom.

Follow the pattern in other

classrooms.

Give the students a time and a

date to give documents

Collect the documents from the

students targeted the previous day.

Target new students ( follow the

cycle)

Research Report_ Sachin Bansal_VIVA IMS

Documents

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