vodafone

A

SUMMER TRAINING REPORT

ON

ANALYSIS OF USERS NEEDS AND PERCEPTION REGARDING VAS

IN

HARYANA TELECOM CIRCLE AT

VODAFONE ESSAR DIGILINK LTDSubmitted in partial fulfillment of the requirements For the award of the degree of

Master of Business Administration

Session:-2008-2010

BY

AMARJEET PAWARIA

Under the guidance of

Mr. YUDHVIR SINGH,

Assistant Manager – Marketing Operations

SHRI BABA MAST NATH INSTITUTE OF MANAGEMENT STUDIES AND RESEARCH, ASTHAL BOHAR

M D UNIVERSITY

TABLE OF CONTENTS

Sr. no. Particulars Page no.

1 Declaration 3

2 Acknowledgement 4

3 Preface 5

5 CHAPTER 1 – Corporate Profile 6

6 Executive summary

Introduction

About Vodafone

About Vodafone Haryana

7

8-11

13-19

20-21

7 CHAPTER 2 – Research Objective 22

8 CHAPTER 3 – Research Methodology 25

9 CHAPTER 4 –Analysis and Observation 29

10 CHAPTER 5 – Conclusion And Recommendations 54

11 CHAPTER 6 –Limitations 59

12 CHAPTER 7 -Annexure

Questionnaire

List of Abbreviations

Bibliography

61

62-65

66

67

DECLARATION I AMARJEET PAWARIA Roll no.605, student of SBMIMSAR, MBA 3 1st Sem. Hereby declare that the summer training report entitled “ANALYSIS OF USERS NEEDS AND PERCEPTION REGARDING VAS IN HARYANA TELECOM CIRCLE” is original piece of work done at VODAFONE ESSAR DIGILINK LTD. During summar training and the same has not submitted to any other institute for any award of any other degree.

The project report was presented to the supervisor on and the pre-submission viva was made on. The feasibility sugesstions have been duly incorporated in the consultation with the supervisor.

Signature of supervisor Signature of

candidate

Director of the institute

ACKNOWLEDGEMENT

The purpose of compilation of the subject for a project report always involves creation of a huge debt towards innumerable people whose contribution is worth mentioning.

I hereby put my sincere thanks to one and all.

I would also like to thank Mr. Yudhvir Singh, Assistant Manager – Marketing Operations, Vodafone Essar Digilink Limited who guided me a lot about knowing and understanding VAS related markets.

I would also like to thank Mr. Abhinav nakra (student of mba under GGSIP university) who provide me some valuable inputs. I am highly obliged by his precious advice at every step.

I would also like to express my gratitude towards Mrs. Shafali sharma & Mrs. Seema Mahlawat(Teacher) who guided me some time during this research. Without whose guideance and encouragement, this project report would not have been successful.

They have all been a constant guiding force throughout the course of this project and without their immense support and cooperation this report would not have been a success.

Amarjeet Pawaria

PREFACE

Summer training as the name itself is undertaken by MBA student as an integral part of MBA curriculum usually the month of June & July, when a student enter in his last year of this course ..

The main advantage of this summer training is to make the familiar to a student of any particular organization culture, Norm along with formal teaching. It gives a different kind of experience from classroom .The subject of marketing is very wide and vast. The existence of any business organization is impossible without it.

I got an opportunity of doing my summer training in “VODAFONE ESSAR DIGILINK LTD”. I put in effort to explain each and every function step by step and make it clear in an easy and understandable language.

(AMARJEET PAWARIA)

EXECUTIVE SUMMARY

IDENTIFYING AND ANALYZING THE NEEDS AND REQUIREMENTS OF GSM USERS IN HARYANA CIRCLE OF TELECOM.

In the growing market of GSM service providers both the customer base and the competition are growing at a very fast pace. Currently there are Five GSM Service Providers covering Haryana circle. In a telecom circle where population base is over 20 million and GSM subscriber base is just little over 7 million, there is a lot of potential market available. The major population (i.e. about 70%) is covered under the rural category and there exist a vast difference in the buying behavior of rural and urban customers. In such a vast circle with so much behavioral and economic disparity among the rural and urban customers, it becomes hard to understand, analyze and cater the needs and requirements of all existing and potential customers.

The scope of this study is to correctly identify and analyze the needs and requirements of the existing GSM users in Haryana circle so as to offer them products and services which they will be more willing to go for.

This study will identify and analyze the various services used by the GSM users with the help of a Questionnaire filled by the customers at various locations in Haryana region.

INTRODUCTION

1.1 Introduction to Indian telecom

India has come a long way in mobile telecommunication industry since the beginning of it in 1995, with its chargeable both incoming and outgoing calls, to today where a lifetime prepaid connections available across nation, from the service providers providing just calls and messages to today when service providers providing a wide portfolio of Value Added Services, with just network in urban metros to network even in remotest village across India. Indian telecom industry has come a long way since then, and now has 12 operators providing service across nation on both GSM and CDMA platforms.

The triggers for the massive increase in mobile penetration have been many. Factors such as price, income and tastes have all been important determinants. There has been an enormous decline in prices. The effective price per minute for an outgoing mobile call has dropped from Rs.15.30 in 1998 to Rs.0.68 in 2008. This 98% decline would be much higher in real terms. Another measure, the Average Revenue per User (ARPU), is around Rs.250 per month, compared to about Rs.1550 in 1998.

Of total telecom sector revenue of US $27.5 billion in March 2008, mobile telephony accounted for more than 50%. Average growth in revenue during the past three years has been 20%, making India the fastest growing telecoms market in the world. The more than 10 million mobile phones being added each month are distributed among the major operators. Airtel, Vodafone and Reliance added the highest numbers of subscribers, with 2.03, 1.57 & 1.51 million new additions respectively in March 2008.

The compound annual growth rate (CAGR) for mobile between 1999 and 2008 in India has been 83% while that of fixed lines has been just 7.5%, and the growth of mobile is accelerating, while the growth in the number of fixed lines is trending down. In fact, in the last three years, the number of fixed lines has decreased. In March 2008, mobiles accounted for 86% of all telephones in India, and by October 2008 this number had increased to 90%. Contrast this with the situation in 1999 when mobile constituted just 5% of all telephones. There are now over 325 million mobile users compared to about 38 million fixed users. If the current trend continues, there will be over 540 million subscribers by the year 2010.

Net monthly additions in India are the highest in the world today, the challenge is to ensure that growth does not slow, so that the gap between India and other countries is bridged sooner rather than later.

Despite the massive increase in mobile density in the last three years, access in India is still skewed toward urban areas where much of the industrial base is located. Urban teledensity is seven times higher than rural, which is home to 70% of India’s population. In other words, two thirds of the phones are in urban areas where only 30% of the people live.

The strong mobile growth in 2007–08 has occurred despite some signs of saturation in urban markets. This suggests there is higher potential future growth in nonurban markets. The latest figures show that at the all-India level, urban teledensity (all attributable to mobile growth) increased by 34% while rural teledensity increased by 62% from March 2007 to March 2008, the disparity reflecting the low rural base.

Until now, the focus of mobile operators’ attention has been on the more lucrative urban markets. The high cost of infrastructure rollout in less dense rural areas and affordability barriers for the rural population are likely reasons. But there are signs this is changing. Infrastructure rollout in rural areas is now eligible for subsidy and all major providers have reported future plans for expansion in rural India. In addition, the village is not what it used to be: 70% of India’s population, 56% of income, 64% of expenditure and 33% of savings come from rural India. The rural share of spending on popular consumer goods and durables ranges from 30% to 60%. When examining rural data it is important to bear in mind that a small percentage of a large number is a large number. One percent of rural India is 1.4 million households. Rural India therefore presents a huge opportunity but it also represents a huge investment for telecoms operators. The key factor is the much lower population density of the rural areas – cost is driven largely by coverage (and area), while revenue opportunity is driven by population.

ABOUT VODAFONE

Vodafone Group Plc is the world's leading mobile telecommunications company, with a significant presence in Europe, the Middle East, Africa, Asia Pacific and the United States through the Company's subsidiary undertakings, joint ventures, associated undertakings and investments.

The Group's mobile subsidiaries operate under the brand name 'Vodafone'. In the United States the Group's associated undertaking operates as Verizon Wireless. During the last two financial years, the Group has also entered into arrangements with network operators in countries where the Group does not hold an equity stake. Under the terms of these Partner Network Agreements, the Group and its partner networks co-operate in the development and marketing of global services under dual brand logos.

At 31 December 2008, based on the registered customers of mobile telecommunications ventures in which it had ownership interests at that date, the Group had 289 million customers, excluding paging customers, calculated on a proportionate basis in accordance with the Company's percentage interest in these ventures.

The Company's ordinary shares are listed on the London Stock Exchange and the Company's American Depositary Shares ('ADSs') are listed on the New York Stock Exchange. The Company had a total market capitalization of approximately £74 billion at 31 December 2008.

Vodafone Group Plc is a public limited company incorporated in England under registered number 1833679. Its registered office is Vodafone House, The Connection, Newbury, and Berkshire, RG14 2FN, England.

Vision:-To enrich our customer's lives through the unique power of mobile communication

MissionTo be the communications leader in an increasingly connected world – enriching customers’ lives, helping individuals, businesses and communities be more connected by delivering their total communication needs

Passion

Passion for CustomersOur customers have chosen to trust us. In return, we must strive to anticipate and understand their needs and delight them with our service. We value our customers above everything else and aspire to make their lives richer, more fulfilled and more connected. We must always listen and respond to each of our customers. We will strive to delight our customers, anticipating their needs and delivering

Passion for our PeopleOutstanding people working together make Vodafone exceptionally successful.We seek to attract, develop, reward and retain outstanding individuals. We believe in empowerment and personal accountability. We enjoy what we do. We believe in the power of our teams.

Passion for ResultsWe are action-oriented and driven by a desire to be the best. We are committed to be the best in all we do. We all play our part in delivering results. We seek speed, flexibility and efficiency in all we do.

Passion for the World around UsWe will help people of the world to have fuller lives – both through the services we provide and through the impact we have on the world around us.We recognize the responsibilities that accompany the growth we have achieved.We will be a force for good in the world. A spirit of partnership and mutual respect is critical in all our activities.

Vodafone is known for a complete experience which it provides in and out of homes and offices of its customers. It notify its consumers about email with its consumer push email service, access existing instant messaging services on the move, and share images and video captured on their handsets. It offer a suite of products that, starting with voice calls, offers its customers an alternative to a traditional fixed telephone line. Vodafone Zuhause in Germany and Vodafone Casa in Italy, provide its customers with an easy-to-use mobile service, combined with low-cost fixed line telephony and DSL (Digital Subscriber Line) broadband. It has extended its reach into the office by delivering richer business applications and integrated fixed and mobile services, such as higher speed internet access.

With developments in technology it can provide integrated mobile and PC offerings to give its customers a consistent experience whether they are at home or on the move.

Vodafone provides its services in two ways –

Wirelessly through 3G and

HSDPA (High-Speed Download Packet Access), but also using fixed line broadband services like DSL (Digital Subscriber Line).

It provides a range of voice and data mobile telecommunications services, including text messages (SMS); picture messages (MMS) and other data services. It is continually developing and enhancing service offerings particularly through third generation (3G) mobile technology, which is being deployed in the majority of our operations.

Its mobile services are offered over the GSM network on which a General Packet Radio Service (GPRS) is also provided. The move to higher performance 3G (W-CDMA) networks is well underway in the bulk of its operations, and it is now in the process of upgrading these networks to 3G broadband (HSDPA) with the promise of even higher data rates.

Mobile is always at the heart of what Vodafone do, but now it is moving into integrated mobile and PC communication services, by combining fixed-line Digital Subscriber Line (DSL) broadband offers with our core mobile services.

ABOUT VODAFONE ESSAR

Vodafone Essar, previously Hutchison Essar is a cellular operator in India that covers 23 telecom circles in India. Despite the official name being Vodafone Essar, its products are simply branded Vodafone. Vodafone Essar is the Indian subsidiary of Vodafone Group. It offers both prepaid and postpaid GSM cellular phone coverage throughout India.

Vodafone Essar provides 2.75G services based on 900 MHz and 1800 MHz digital GSM technology, offering voice and data services in 23 of the country's 23 license areas. It is among the top three GSM mobile operators of India.

The company now has operations across the country with over 74.08 million customers

Over the years, Vodafone Essar, under the Hutch brand, has been named the ‘Most Respected Telecom Company’, the ‘Best Mobile Service in the country’ and the ‘Most Creative and Most Effective Advertiser of the Year’.

Ownership

Vodafone Essar is owned by Vodafone 52%, Essar Group, 33% and other Indian nationals, 15%.

On February 11, 2007, Vodafone agreed to acquire the controlling interest of 67% held by Li Ka Shing Holdings in Hutch-Essar for US$11.1 billion, pipping Reliance Communications, Hinduja Group, and Essar Group, which is the owner of the remaining 33%. The whole company was valued at USD 18.8 billion. The transaction closed on May 8, 2007.

Vodafone Group is the world’s leading international mobile communications corporation. It currently has equity interests in 27 countries across 5 continents and 40 partner networks with over 303 million proportionate customers worldwide. The Essar Group is Vodafone’s principal partner in India.

The Essar Group is a diversified business corporation with a balanced portfolio of assets in the manufacturing and services sectors of Steel, Energy, Power, Communications, Shipping Ports & Logistics, and Projects. Essar employs more than 50,000 people across offices in Asia, Africa, Europe and the Americas.

Previous brands

In December 2006, Hutch Essar re-launched the "Hutch" brand nationwide, consolidating its services under a single identity. The company used to be named Hutchison Essar, reflecting the name of its previous owner, Hutchison. However, the brand was marketed as Hutch. After getting the necessary government approvals with regards to the acquisition of a majority by the Vodafone Group, the company was rebranded as Vodafone Essar. The marketing brand was officially changed to Vodafone on 20 September 2007.

On September 20, 2007 Hutch becomes Vodafone in one of the biggest brand transition exercises in recent times.

Vodafone Essar is spending somewhere in the region of Rs.250 crores on this high-profile transition being unveiled today. Along with the transition, cheap cell phones have been launched in the Indian market under the Vodafone brand. The company also plans to launch co-branded handsets sourced from global vendors as well.

Growth of Hutchison Essar (1992-2005)

In 1992 ‘Hutchison Whampoa’ and its Indian business partner established a company that in 1994 was awarded a license to provide mobile telecommunications services in Mumbai (formerly

Bombay) and launched commercial service as Hutchison Max in November 1995. Analjit Singh of Max still holds 12% in company.

In Delhi, UP (E), Rajasthan and Haryana, ESSAR was the major partner. But later Hutch took the majority Stake.

By the time of Hutchison Telecom's Initial Public Offering in 2004, Hutchison Whampoa had acquired interests in six mobile telecommunications operators providing service in 13 of India's 23 licence areas and following the completion of the acquisition of BPL that number increased to 16. In 2006, it announced the acquisition of a company (Essar Spacetel - A subsidiary of Essar Group) that held license applications for the seven remaining license areas.

In a country growing as fast as India, a strategic and well managed business plan is critical to success. Initially, the company grew its business in the largest wireless markets in India — in cities like Mumbai, Delhi and Kolkata. In these densely populated urban areas it was able to establish a robust network, well known brand and large distribution network - all vital to long-term success in India. Then it also targeted business users and high-end post-paid customers which helped Hutchison Essar to consistently generate a higher Average Revenue Per User ("ARPU") than its competitors. By adopting this focused growth plan, it was able to establish leading positions in India's largest markets providing the resources to expand its footprint nationwide.

In February 2007, Hutchison Telecom announced that it had entered into a binding agreement with a subsidiary of Vodafone Group Plc to sell its 67% direct and indirect equity and loan interests in Hutchison Essar Limited for a total cash consideration (before costs, expenses and interests) of approximately US$11.1 billion.

1992: Hutchison Whampoa and Max Group established Hutchison Max.

2000: Acquisition of Delhi operations Entered Calcutta and Gujarat markets through ESSAR acquisition.

2001: Won auction for licenses to operate GSM services in Karnataka, Andhra Pradesh and Chennai.

2003: Acquired AirCel Digilink (ADIL - ESSAR Subsidiary) which operated in Rajastan, Uttar Pradesh East and Haryana telecom circles and renamed it under Hutch brand.

2004: Launched in three additional telecom circles of India namely 'Punjab', 'Uttar Pradesh West' and 'West Bengal'.

2005: Acquired BPL (Except Mumbai)- 3 Circles, another mobile service provider in India.

2008: Vodafone acquired the License in remaining 7 circles and has started its pending operations in Madhya Pradesh/Chhattisgarh with its headquarters at Malviya Nagar,Bhopal as well as in Orissa, Assam, North East and Bihar.

2008: Vodafone launched the Apple iPhone 3G to be used on its 17 circle 2.75G network.

Subscriber Base:-The Vodafone subscriber base in each circle according to COAI — Cellular Operator Association of India as of May 2009 was:

Delhi 4203442

Mumbai 4517438

Chennai 1606108

Kolkata 2970734

Maharashtra 5141142

Gujarat 8415802

A.P. 4257943

Karnatka 3946252

T.N. 5550119

Kerala 3370227

Punjab 2303023

Haryana 2310951

U.P.(W) 4674719

U.P.(E) 7176532

Rajasthan 5401156

M.P. 534564

W.B. & A & N 5249681

H.P. 63517

Bihar 1251331

Orissa 572757

Assam 231625

N.E. 245980

J & K 85664

**Total customer base of Vodafone India at the end of May 2009 is 7,40,80,717.

**Total national customer base of GSM users across nation is 30,64,53,590.

**Percentage of total market share is 24.17%.

** All figures are calculated from the data available at the web site of COAI

MARKETING OPERATIONS AT VODAFONEThe Marketing Team looks after post paid, prepaid, value added services, roaming, brand communication and visibility.

Postpaid: Looks at the product that offers subscribers a package to make calls based on an agreed monthly plan. Bills are presented and seek payment at the end of the monthly cycle for the month gone by.

Prepaid: Looks at a product wherein the customer can be mobile in the shortest time. Talk time is loaded on the sim card against payment made. The amount gets reduced real time as the subscriber uses his sim connection for voice or data calls.

VAS:. The quality and the quantity of the value added services that a cellular operator today can offer to his customers’ benchmark his standing in the industry. Value Added Services (VAS) at Hutch has always strived to offer its customers great innovative and useful services on their cellphones. Hutch is today perceived as pioneer in offering unique value added services. This includes services like group messaging, voice mail, cricket clips on your GPRS handsets, logos, ring tones, news etc.

Roaming: Responsible in tying-up with more and more cellular operators across the globe so that Hutch subscribers have the convenience of being accessible on their cell phones wherever they travel across the globe. It is instrumental in making roaming usage a simple and a pleasant experience. Work also includes devising of attractive roaming reward programmes for using Hutch network.

Brand Communication: Responsible for all communication to customers’ right from a SMS notification to use of mass media like TV, press and radio. 

Visibility: Manages brand visibility outdoors. From in shop to outside shop merchandizing to bus shelters, hoardings and kiosks.

ABOUT VODAFONE HARYANA

Head office – VODAFONE ESSAR DIGILINK LTD, Udyog Nagar, New Delhi.

Haryana circle is geographically divided into three belts –

Belt 1 – All cities, towns and villages falling on and near National Highway 1.

Belt 2 – All cities, towns and villages falling on and near National Highway 10.

Belt 3 – All cities, towns and villages falling on and near National Highway 8.

Distribution Channel details

***32 Master Distributors.

***180 Associate Distributors.

***23423 Retailers.

There are 17 stores in the whole Haryana region whose operations are handled from this branch. These stores are:

1. VFS - Karnal Vodafone 2. VFS - Kurukshetra Vodafone 3. VFS - Panipat Vodafone 4. VFS - Ambala Vodafone 5. VFS - Sonipat Vodafone 6. VFS - RohtakVodafone 7. VFS - Hisar Vodafone 8. VFS - Rewari Vodafone 9. VFS - Bahadurgarh Vodafone10. VFS - Bhiviani Vodafone 11. VFS - Jhajjar Vodafone 12. VFS - Palwal Vodafone

13. VFS - Sirsa Vodafone14. VFS - Yamunanagar Vodafone 15. VFS - Sirsa Vodafone

There are two mobile stores in this region

16. VFS-Mobile Vodafone Store-117. VFS-Mobile Vodafone Store-2

*** Figures as on 15th June 2009.

HMPPL: Hutchinson Max Paging Private Limited

This is a group company of Vodafone which deals with handset section of the company.

Vodafone itself do not manufacture handsets, but purchase from other companies and sell

them with its services. The set are mainly imported from China. HMPPL has it’s

headquarter in Mumbai which handles the purchasing of handset. HMPPL has a

warehouse in Bahadurgarh to cater to the needs of handsets in this region. The movement

of handsets from the warehouse to the stores is handled by the Udyog Nagar office only.

Vodafone mainly provide the following models of Handsets:

1. Blackberry

2. I-phone

3. Vodafone 225(with and without FM)

4. Vodafone 226

5. Vodafone 227

6. Vodafone 228

7. Vodafone 527

8. Vodafone 125

9. Vodafone 136

10. Vodafone 236

Besides these it also offer two USBs

1. K2525

2. K2540

OBJECTIVE

Objective of the study

1. To identify the users of value added services.

2. To analyze the kinds of value added services used by the users in Haryana telecom circle in order to offer them exactly.

3. To know the perception of VAS users in Haryana telecom circle

4. To check about the awareness of the users about the various services offered to them.

Overview about the locale of study

Haryana is the perfect market for knowing the urban and rural customers, with following distinctive characteristics -

Population of little over 20 million having about 2/3rd of rural and 1/3rd of urban population.

Overall Literacy rate of 68.59%. Male literacy ratio – 79.25% and female literacy ratio - 56.31%

Haryana is the second richest state in India after Delhi.

Between 1999 and 2008, when the Indian economy grew at an average annual rate of 7.3%, Haryana grew faster at a rate of 8.7% faster than even Delhi which grew at 7.4%.

Haryana has a mobile penetration of about 32%.

Haryana telecom circle covers 18 cities, 80 towns and above 7000 villages.

SCOPE OF THE STUDY

Scope of the study

Since the area was limited and the sample chosen subject to the convenience of the researcher, there is huge scope for improvement and more intensified research. These can be overcome in further studies that would be undertaken. More statistical tools can be used as these will lead to better presentation and analysis of the data available. The results can be improvised more by incorporating studies on other cities and town across the circle.

1. As the research carried out in Rohtak, so the scope is limited to a particular area.

2. As the study is carried out in Rohtak where the standard of living of the people fluctuates from medium to low scale, so it affects the choice and decision criteria a lot.

3. To study perception of subscribers from various age groups.

METHODOLOGY

This chapter details how the Project was executed. It also lists how the researcher did the planning and the tools used for testing of the Objectives.

Introduction to the methodology

This study majorly involves the analysis of direct face to face interaction with the GSM users across Haryana in order to understand their needs and requirements. This study also helps by knowing the usage and psychology of end users regarding various value added services, which in return tells us why a service is used over other and what changes can be done in order to improvise upon the offerings by the service operators.

Universe of Study

The Haryana Telecom Circle, as a whole would comprise of the universe of this study. It would include vodafone operators providing GSM mobile service as a part of their business.

Locale of the Study

Due to limitation of time and reach the researcher planned on the studying the problems in a restricted realm of Rohtak.

Research Process

In this section the researcher has defined the data that was collected so that each of the objectives could be justified and problems of the study solved. An attempt has also been made to define the data in short, though each data is defined in their respective chapters.

The following steps were followed to complete research:

First the researcher got acquainted with the kind of plans and services offered by various operators in Haryana Telecom circle.

Then the researcher got in touch with the executives of Vodafone to understand their point of view about the market and other Haryana related scenarios.

After this a Questionnaire was prepared which was verified by Senior Management of Vodafone.

After this the Researcher got in touch with 150 mobile users, using GSM connections from vodafone operators at rohtak cities of Haryana to get the questionnaire filled.

Then the survey results were analysed with the aim to find out the kind of value added services used by VODAFONE users and their various needs within the circle.

Completing the analysis the Recommendations were produced through to Senior Management of the Marketing Department.

Tools Used

The various tools used for this analysis were-

Questionnaire: The questionnaire is aimed to get insightful data of customer`s preference and requirements related to mobile services.

Sample Selection

Sample selection in any research is quiet important as it directly influences the results in a greater manner than thought off. In a telecom circle with more than 7 million GSM customer base, it becomes very crucial to choose an optimum sample size. Therefore it was taken into consideration that all this requires lots of data collection but more important was to collect data from people of urban, sub-urban and rural backgrounds as it gives a deeper insights to data analysis of requirements & preferences.

The sample for conducting this analysis was decided on the basis of-

Variable age groups.

Variable Income groups.

Variable occupational background.

Variable monthly expenditure on mobiles.

Cities Coverage: The sample taken is collected from Rohtak city.

Benchmarking: As the data collected sometimes may have some samples which are not complete on the parameters of analysis, therefore the data which has semi-filled data which could not be converted to relevant information for analysis is ignored.

Also the data with no clear indications of Needs and Preferences of the user is also ignored.

Sample Size

The sample size after Benchmarking and removing not so useful samples resulted in the number of 150.

Further Scope

Since the sample chosen was subject to the time and resource limitation of the researcher, there is huge scope for improvement and more intensified research. These can be overcome in further studies that would be undertaken. More statistical tools can be used as these will lead to better presentation and analysis of the data available.

Summery of methodology:-

Research design -Descriptive

Research method -survey of VODAFONE users

Data source -primary & secondary

Data collection method -questionnaire

Sample size -150 enquiries

Area covered -Rohtak

OBSERVATIONS AND ANALYSIS

This chapter deals with the representation of all of the data collected along with the analysis of those observations. This chapter will help in knowing the VODAFONE users in Haryana circle in details so that proper conclusions and recommendations can be drafted.

1. AGE GROUP:-

below 18 718-27 9327-40 34greater than 40 16

OBSERVATION:- The data clearly shows that the major portion of the mobile users belongs to the age group of 18-27 years. This segment of the customers constituting mainly students and they shall be emphasized more and it shall be tried to cater to their specific needs.

2. EDUCATION:-

below 10 2510th-12th 34pursuing graduation 29graduate 62

OBSERVATION:- Education categories of “10th to 12th”, “Pursuing Graduation” and “below 10” all cover nearly similar percentage of customer base, but percentage of graduate is 41%.

3. OCCUPATION:-

businessman 14employee 38farming 24student 70house wife 2shopkeeper 1worker 1

OBSERVATION

It can be easily seen that the majority of the mobile users belong to students category, which have a distinct needs and prefer cheaper service operator because of their financial dependence.

4. INCOME:-

<4000 334000-10000 3710000-20000 14>20000 5not aplicable 61

OBSERVATION

The population belonging to N/A category comprises of all the students who are dependent on their guardians for their mobile phone expenditure.

Out of the rest of the population of mobile users i.e. 78% of the earning users belong to the people earning less than Rs.10,000-/ per month.

5. MONTHLY EXPENDITURE

<50 650-150 57151-350 52351-500 22>500 13

OBSERVATION

A major amount of the customers belong to the category of monthly expenditure of “151-350”& “50-150” and more than 72% percent of the population belong to users spending less than Rs.350 per month on mobile phones.

6. Since when are you using a vodafone connection?

<6 months 2

6-12 months 33more than one year 115

Observation:- out of 150 users, 77% belong to more than one year category, 22% belong to 6-12 months category and only 1% belong to less than 6 months category.

7. From where do you get to know about new VAS?

friend 8sms 47retailer 12

Sms +retailer 28hoardings +sms +retailer +radio 5hoardings +sms +retailer 5Hoarding +retailer 9Sms +poster 9Sms+retailer+poster+hording+tv 4Sms +retailer +poster 16Hoarding +poster +radio +sms 2Hoarding +radio 1hoarding 1Hoarding +poster +sms 1Hoarding +sms 1

Observation:- out of 150 users, 31% get information related to new plans through SMS and 19% from SMS+RETAILER.

8. Which of the following Vas do you use?

caller tune 22No 70

Sms 42Sms +caller tunes 12Sms+callertunes+gprs 2Sms +gprs 1

Observation:- 47% of usres don’t use any VAS and 28% users use SMS service.

9. how many average SMS do you send on weekly basis?

below 10 1110 to 25 23

25-100 21>100 13no 82

Observation:- out of 150 users, 55% don’t send SMS.

10. Are you satisfied with the price charged for the messages?

no 80

yes 70

Observation:- 47% users are satisfied with there SMS price and 53% users are not satisfied with there SMS price.

11. Do you use the SMS bones card if “yes” which denomination?

no 101yes 34 17yes25 32

Observation:- 21% users use 25 rs.bones card for SMS, 12% users use 34 rs. Bones card for SMS and 67% users don’t use any bones card.

12. Which category caller tune do you generally like?

bollywood 85bollywood+english 3bollywood+haryanvi 1bollywood+religious+english 1english 3haryanvi 20haryanvi+bollywood 27haryanvi+bollywood+religious 2religious 6religious+haryanvi 2

Observation:- 57% of users like bollywood callertunes.

13. How often do you change your caller tunes?

< 1 months 4

1-2 months 30never 4

Observation:- 79% users change there callertune with in 1-2 months.

14. How do you change your caller tune?

through calls 23

through calls+preass * 5send sms 3though calls+ sms send 1press* to copy 4

Observation:- 64% users change his caller tune through calls.

15. Do you easily get the songs you are looking for?

no 7yes 32don’t use 111

Observation:- 82% users easily get callertune but 18% says no.

16. Do you know about 55655 service, which helps you search for the songs for caller tune?

no 109yes 41

Observation:- 73% users don’t know about 55655 and only 27% users know about 55655.

17. Do you know the tariffs of 55655 service?

Observation:- 79% users don’t about tariff of 55655 and only 21% know about tariff of 55655.

no 118yes 32

18. How do you use GPRS?

Attach to computer 2on mobile only 2

Observation:- out of 4 users 50% like use gprs on the mobile only and 50% like attech to computer.

19. Which sites do you surf though GPRS?

other than vodafone live 1vodafone live 3

Observation:- out of 4 users, 75% use Vodafone live in GPRS and25% use other than Vodafone live.

20. What kind of GPRS subscription would you be interested?

15 days subscription 1weekly 3

Observation:- out of 4 users, 75% users like subscription for weekly and 25% like 15 days subscription.

Education vs. VAS

10th-12th 15below 10 7graduate 41pursuing graduation 17

Observation:- 51% users of VAS belongs to graduate category, 21% belong to pursuing graduation, 19% belongs to 10th-12th and 9% belong to below 10 category.

OCCUPATION vs. VAS

businessman 9employee 17farming 8house wife 2shopkeeper 1student 45worker 1

Observation:- 54% users of VAS belong to student category.

INCOME vs. VAS

<4000 11> 20000 410000-20000 64000-10000 21not applicable 36

Observation:- 46% users of VAS belong to NA category means student they depend on there parents but mostly users belong to below 10000 income.

CO-RELATION OF INCOME Vs. USE OF VAS= -0.63

AGE vs. VAS

greater than 40 118-27 5927-40 10below 18 6

Observation:- 78% users of VAS belong to 18-27 age group.

CO-RELATION OF AGE Vs. USE OF VAS= -0.3

CONCLUSIONS

My finding are:-

1. Major portion of the mobile users belongs to the age group of 18-27 years. This segment of the customers constituting mainly students.

2. Education categories of “10th to 12th”, “Pursuing Graduation” and “below 10” all cover nearly similar percentage of customer base, but percentage of graduate is 41%.

3. Majority of the mobile users belong to students category, which have a distinct needs and prefer cheaper service operator because of their financial dependence.

4. The population belonging to N/A category comprises of all the students who are dependent on their guardians for their mobile phone expenditure.Out of the rest of the population of mobile users i.e. 78% of the earning users belong to the people earning less than Rs.10,000-/ per month.

5. A major amount of the customers belong to the category of monthly expenditure of “151-350”& “50-150” and more than 72% percent of the population belong to users spending less than Rs.350 per month on mobile phones.

6. Out of 150 users, 77% belong to more than one year category, 22% belong to 6-12 months category and only 1% belongs to less than 6 months category.

7. Out of 150 users, 31% get information related to new plans through SMS and 19% from SMS+RETAILER.

8. 47% of usres don’t use any VAS and 28% users use SMS service and other use callertunes and GPRS.

9. out of 150 users, 55% don’t send SMS.

10. 47% users are satisfied with there SMS price and 53% users are not satisfied with there SMS price.

11. 21% users use 25 rs.bones card for SMS, 12% users use 34 rs. Bones card for SMS and 67% users don’t use any bones card.

12. 57% of users like bollywood callertunes.

13. 79% users change there callertune with in 1-2 months, 10% change lessthan one month and 11% users never change there callertunes.

14. 64% users change his caller tune through calls.

15. Out of 150 users, 111 were not use callertunes.Out of remaining users, 82% users easily get callertune but 18% says no.

16. 73% users don’t know about 55655 and only 27% users know about 55655.

17. 79% users don’t about tariff of 55655 and only 21% know about tariff of 55655.

18. Out of 150 users, 146 were not use callertunes.Out of remaining users, 50% like use gprs on the mobile only and 50% like attech to computer.

19. Out of 150 users, 146 were not use callertunes.Out of remaining users, 75% use Vodafone live in GPRS and25% use other than Vodafone live.

20. Out of 150 users, 146 were not use callertunes.Out of remaining users, 75% users like subscription for weekly and 25% like 15 days subscription.

21. 51% users of VAS belongs to graduate category, 21% belong to pursuing graduation, 19% belongs to 10th-12th and 9% belong to below 10 category.

22. 54% users of VAS belong to student category,21% employees,11%businessman andremaning are house wife & worker.

23. 46% users of VAS belong to NA category means student they depend on there parents but mostly users belong to below 10000 income.

CO-RELATION OF INCOME Vs. USE OF VAS= -0.63

24. 78% users of VAS belong to 18-27 age group.

CO-RELATION OF AGE Vs. USE OF VAS= -0.3

SUGGESTIONS

1. SMS bones card rates should be minimized.

2. The company should go for increasing the users of GPRS.

3. The company should make attention on the users between age of 18-27 who are students.

4. The company should make efforts for increasing the new connection users, who earns more than 20000.

5. The company should improve the service of 55655 and minimized its tariff.

6. The company should make attention on Callertunes and SMS users.

7. The company should concentrate on the customers who are students because there are very few customers below 18 years and should maintain the customers above 40 years because they cover a large area of consumption.

8. If we see education wise the company should attract the students who are below 12th standard. Here the company has more opportunities for its extension.

9. According to income of customers most of the customers are not applicable, the company should go for those customers who earns more

income which is very less area of consumption. because high earning society’s customers will increase the income level of the company.

10. Company’s most of the customers are old than one year. In last six months there are very few buyers of connections. The company should concentrate on this point and should satisfy the customers who have the connection more than one year.

11. In the use of VAS, most of the customer are not using any facility. The company should attract the customers of callertunes and GPRS users, most of the customers like the bollywood songs callertunes and after that Haryanvi songs. The company should provide the songs easily which they like, which is a very good source of income for the company.

RECOMMENDATIONS

1. Sales promotion technique should be used to survive in the market and to increase the sales of new customers.

2. Advertising media should be meaningful and able to persuade the customers.

3. Vodafone should make attention on the young age generation and on those customers who expend a large amount on calls and earners more than 20000.

4. Vodafone should provide the facility which the customers want after buying the new connections.

5. The company should make their calls easy so that the customers can gain knowledge of the services like 55655.

6. The company should concentrate for satisfying their customers. Vodafone should provide the charming schemes for maintaining their old costumers and for attracting new age generation.

7. Advertisement media should be like that the costumers can receive the knowledge and information about Vodafone so that they can trust on it.

8. The company should launch the new schemes for babies which is a very fresh and new idea for showing their concentration on all types of costumers and fulfilling their needs.

LIMITATIONS1. The responses collected are perception based so the nature variant can be

biasing factor.

2. The result of the study may not be universally applicable due to regional constraint.

3. I was not able to cover the whole Rohtak city.

4. The time for research was limited.

5. The sample size was small.

6. Language constraints were encountered the project sometimes when the questions had to transmitted to Hindi for response

ANNEXURE

Questionnaire

This questionnaire is being used for the research work for MBA summer internship under MDU University and all the information provided will be kept confidential.

NAME

PHONE NUMBER

AGE GROUPBELOW 1818-2727-4040 AND ABOVE

INCOME (MONTHLY) o       4,000 OR LESSo       4,000-10,000o       10,000-20,000o       20,000 & ABOVE

EDUCATION

o       BELOW 10th

o       10th TO 12th

o       PURSUING GRADUATIONo       GRADUATE

OCCUPATIONo       SHOPKEEPER/BUSINESSMAN o       STUDENTo       EMPLOYEEo       FARMINGo       OTHERS, please specfy

SINCE WHEN ARE YOU USING A VODAFONE CONNECTIONo       LESS THAN 6 MONTHSo       6-12 MONTHSo       MORE THAN AN YEAR

MONTHLY EXPENDITURE ON MOBILE PHONEo       BELOW 50o       50-150o       151-351o       351-500o       500 AND ABOVE

FROM WHERE DO YOU GET TO KNOW ABOUT THE NEW VALUE ADDED SERVICESo       HOARDINGSo       POSTERo       RADIOo       SMS / IVR CALLSo       RETAILERo       OTHERS, please specify

WHICH OF THE FOLLOWING VAS DO YOU USESMSCALLER TUNESGPRSOTHERS, please specify

HOW MANY AVERAGE MESSAGES DO YOU SEND ON WEEKLY BASISLESS THAN 1010 TO 2525 TO 100MORE THAN 100

ARE YOU SATISFIED WITH THE PRICE CHARGED FOR THE MESSAGES□ YES□ NO, specify reason

DO YOU USE THE SMS BONUS CARDS, IF 'YES', WHICH DENOMINATION o       YESo       NO, specify reason

WHICH CATEGORY CALLER TUNES DO YOU GENERALLY LIKEHARYANVI SONGSBOLLYWOODRELIGIOUSENGLISHOTHERS, please specify

HOW OFTEN DO YOU CHANGE YOUR CALLER TUNESLESS THAN A MONTH1 TO 2 MONTHSNEVER

HOW DO YOU CHANGE YOUR CALLER TUNESEND SMSSELECT THROUGH CALLS FROM VODAFONEPREE STAR* TO COPY

DO YOU EASILY GET THE SONGS YOU ARE LOOKING FORYESNO

DO YOU KNOW ABOUT 55655 SERVICE, WHICH HELPS YOU SEARCH FIOR THE SONG FOR CALLER TUNESYESNO

DO YOU KNOW THE TARRIFFS OF 55655 SERVICEYESNO

HOW DO YOU USE GPRSON THE MOBILE ONLYATTACH THE MOBILE TO THE COMPUTER

IF YOU USE GPRS, WHAT FACILITY DO YOU USE IN ITSURFING OF INTERNETDOWNLOADINGBOTH

WHICH SITES DO YOU SURF THROUGH GPRSONLY 'VODAFONE LIVE' AND OTHER ASSOCIATED SITESOTHER THAT VODAFONE LIVE

WHAT KIND OF GPRS SUSCRIPTION WOULD YOU BE INTERSTEDDAILYWEEKLY15 DAYS SUBSCRIPTIONNIGHT PACKS

ANY OTHER INFORMATION WOULD YOU LIKE TO PROVIDE

LIST OF ABBREVIATIONS

2.75G – 2.75 Generation

3G – 3 Generation

ARPU – Average Revenue Per User

BSNL – Bharat Sanchar Nigam Ltd.

CDMA – Code Division Multiple Access

COAI – Cellular Operators Association of India

GPRS – General Packet Radio Service

GSM – Global System for Mobile Communication

ISP – Internet Service Provider

P2P – Peer to Peer

SMS – Short Message Service

STV – Special Tariff Voucher

TRAI – Telecom Regulatory Authority of India

VAS – Value Added Services

VFS – Vodafone Store

BIBLIOGRAPHY

BIBLIOGRAPHY

Websites

1. http://www.vodafone.com/etc/medialib/public_policy_series.Par.56572.File.dat/public_policy_series_9.pdf

2. http://www.coai.com/statistics.php3. http://www.vodafone.in/existingusers/pages/aboutus.aspx4. http://en.wikipedia.org/wiki/Vodafone5. http://en.wikipedia.org/wiki/Vodafone_Essar6. http://www.vodafone.com/start/about_vodafone/who_we_are.html7. http://enterprise.vodafone.com/global/about_vge/where_we_operate/footprint.jsp8. http://jind.nic.in/statistics.html

Books

7. Kotler, Philip : Marketing Management

8. Kothari, C.R. : Research Methodology