A

MINI PROJECT ON

A STUDY OF MARKET RESEARCH FOR

IDEA CELLULAR SERVICES IN
KOLHAPUR CITY
Submitted By

Mr. Rohan D. Nille

(M.B.A. I)

Under the guidance of

Prof. Dr. Q. J. Tamboli

Submitted To
BHARATI VIDYAPEETHS INSTITUTE OF
MANAGEMENT KOLHAPUR
YEAR 2006 07

for the award of

Master of Business Administration

BHARATI VIDYAPEETHS INSTITUTE OF MANAGEMENT

KOLHAPUR

GUIDES CERTIFICATE
This is to certify that mini project entitled

A Study

Of Market

Research For Idea Cellular Services In Kolhapur City submitted by

Rohan D. Nille is partial fulfillment of this work for the MBA I, submitted to
Bharati Vidyapeeths

Institute Of Management Kolhapur has been

completed under my supervision and guidance.

To the best of my knowledge and belief the matter presented by him is
original in nature and has not been copied from any source. Also this report
has not been submitted earlier for the award of any degree or diploma in
Bharati Vidyapeeth, University Pune or any other university.

Date :
Place : Kolhapur

Signature
[Prof. Dr. Q. J. Tamboli]

DECLARATION
I, the undersigned, hereby declare that the mini project entitled

Study

Of Market Research For Idea

Cellular

Services

A
In

Kolhapur City is genuine and bonafide work prepared by me under the

guidance of Prof. Dr. Q. J. Tamboli and is my original work. The empirical
findings in the report are based on the data collected by me. The matter
presented in this is not copied from any source. I understand that any such
copy is liable to be punished in any way the university authorities deem fit.
This work has not been submitted for the award of any degree or diploma
either in Bharati Vidyapeeth, University Pune or any other university.
This work humbly submitted to Bharati Vidyapeeths Institute Of
Management Kolhapur for the course

of Master

of Business

Administration - I

Date :
Place : Kolhapur

Signature

(Mr. Rohan D. Nille)

CERTIFICATE
This is to certify that Mr. Rohan D. Nille studying in MBA-I
collected data

on A STUDY

OF MARKET RESEARCH FOR

has
IDEA

CELLULAR SERVICES IN KOLHAPUR CITY at Cross Land, Kolhapur.

During the period we found him to be sincere and hard working.
We wish him best in future.

Date : 18th April 2007

Place : Kolhapur

CONTENTS
Chapter

Title

Page No.

No.
I

II.

III

Introduction
Research Design
Objectives
Methodology
Scope of the Study and Limitations
Company Profile
Organization Profile
Organization Structure
Customer Care Service
Theoretical Background
Meaning and Definitions
Marketing Strategies for Services Firms

IV

Presentation, Analyzing

V
VI
VII

Data
Findings & Suggestions
Conclusions
Bibliography

and

Interpretation of

1
2
3
4
5
5
6

8-11
12-22
23
24
25

CHAPTER - I
INTRODUCTION

Research Design

Objective

Methodology

Scope of the Study

Limitations

CHAPTER II
ORGANIZATION PROFILE

Organization Profile

Organization Structure

Customer Care Service

CHAPTER - III
THEORETICAL BACKGROUND

Meaning

Marketing Strategies for Services Firms

CHAPTER IV
PRESENTATION, ANALYZING
AND
INTERPRETATION OF DATA
COMPARATIVE STUDY OF
VARIOUS MOBILE SERVICES

CHAPTER FINDINGS AND

SUGGESTIONS

CHAPTER - VI
CONCLUSIONS

CHAPTER - VII
BIBLIOGRAPHY

RESEARCH DESIGN
Researcher has made this project report in Market research in
communication services in Cross Land, Sterling Tower, Kolhapur. Thats why
researcher

has undergone IN-plant training in Cross Land and prepare

project report for Award of MBA course from BHARATI VIDYAPEETH

UNIVERSITY, PUNE.
Researcher has been worked on the topic Market Research for Idea
Telecom Services in Kolhapur City because the company want that
researcher

must be worked on the same topic and researcher having

intention to work in service sector, after completion of his project MBA course.
So researcher thought that in-plant training in service sector will enhance his
practical knowledge as well as improve his bio-data.

Objectives of the Study

i)

To study the market of Idea Telecom services in Kolhapur city.

ii)

To make

comparative study of Idea Telecom services with its

competitors.
iii)

To study existing services provided by Idea Telecom Cellular.

iv)

To study the present situation of Idea Telecom Cellular and its

competitors.

v)

To study the service support factors.

vi)

To study the customer satisfaction with respect to services provided by

the Idea Cellular Ltd.

vii)

To give suggestions and proposal strategy for the marketing of the

telecom services.

Methodology
Methodology Adopted

Fix the objectives.

Data Collection

Analysis and Interpretation of Data

Determining Sources of the Data

Primary Data
The data collected through survey and interviews of the customer with
the help of questionnaires. Primary data is one hand collected data, which is
taken from the customer, or contacted persons directly. There are no any
intermediate person.
Information collected is in regards with the views about the services
provided by the Idea Telecom service

and customer satisfaction to the

provided services.

Secondary Data
The secondary data consist all the material collected from the different
printed and published material and also from the company manuals, trade
magazines, literature, brochures, Internet and other sources. The theoretical
material i.e. theoretical background of the subject is taken for reference
books.

Scope of the Study

i)

Study was conducted in the city of Kolhapur to know the Market of Idea
Cellular Services.

ii)

The study was carried about each and every aspects of the wireless
phone in the city.

iii)

The study was carried out to know the quality services provided by the
competitors.

iv)

The study was conducted to create

awareness about

the cellular

services and the associated products among the customers.

Limitations of the Study

i)

The survey is restricted in Kolhapur city only.

ii)

Some of the contacted persons were not open their mind and give true
information about them and their opinions.

iii)

Some of the customers unable to understand because of lack of

information and knowledge about the mobile service and some were
totally not aware about the device, some of them just use as a status
symbol.

Organization Profile
Name of the Organization :

Cross Land.

Organization is one of the concerns dealing with NOKIA hand set and
IDEA by the name of Cross Land, Kolhapur. the organization were started
their work since 31st July 2004.
Location of organization

ORGANIZATION STRUCTURE
Mr. Ravindra M. Harsurkar
(Proprietor)

Mr. Ravindra Kadam

(Senior Marketing Executive)

Sales Executive
The organization had received award for the .
In the year.
Organization has special customer care service for free and Pre and
Post purchase service.

CUSTOMER CARE SERVICE

Services Provided by Idea Cellular Ltd.
Mobile SMS
Its the rage

that has taken over the whole world. Send out short

messages from mobile phone using minimum air time. There is nothing like
SMS especially if you are calling someone as brief as, Ill see you at 8.00
p.m., Happy Birthday or If you cant reach someone at a given time, you can
send a message just like you would to a pager which means no airtime
wasted.

Calling Line Identification Presentation (CLIP)

CLIP enables you to screen your incoming calls by displaying the
number of the calling party on your mobile phone screen. CLIP gives you the
option of not taking unwanted calls. This service is available to you at a fee
of Rs.49/- per month on all tariff plans.

Call Hold
Call Hold offers you the advantage of two lines with one number. While
you are talking to one person, a beep will indicate your second call. Then you
have the option of putting the first call on hold ad attending to the second. Or
you can make another call by putting the first one on hold.

Call Forwarding
Call Forwarding enables you to be accessible anytime, anywhere. At
times when you are out of reach, you can divert your calls to your landline or
another Mobile Answer Phone Service (Personal Voice Mail Box). Airtime
charges are applicable for all forwarded calls and for calls on hold.

Call Barring
Another great facility at no cost. With call Barring, you can prevent the
possible misuse of your mobile phone during your absence. This means that
you can lend your mobile phone to friends, colleagues or relatives without
having to worry about its misuse (Like STD /ISD calls that may be made) in
your absence.

THEORETICAL BACKGROUND
Meaning and Definitions
a]

Marketing
Marketing is a social and managerial process by which individual and

groups obtains what they need and what through creating offering at
exchanging products of value with others.
b]

Marketing Management
Marketing Management is the process of planning and executing the

conception, pricing, promotion and distribution of ideas, goods and services to

create exchange that satisfy, individual and organizational goals.
Marketing starts with human needs and wants. Human being try to
satisfy his basic needs. These needs are not created by society or by any
marketer.
c]

Market Potential
Market potential

is the limit approached by market demand

as

industrial marketing expenditure approach infinity for a given environment.

d]

Market Demand
Market demand is the total volume that would be brought by a defined

customer group in a defined geographical area in a defined period in a

defined marketing environment under a defined marketing program.
e]

Buying Behaviour
Marketers make their strategies decisions on the basis of how the

buyer will hav in the market during the buying process. The buying behaviour

goes under main five stages and as a marketer he has to study each and
every step of buyers behaviour.
f]

Market Research
Market Research is the systematic gathering recording and analyzing

of data about problems relating to the marketing of goods and services.

Marketing Research

has become an important tool

of sound

management. marketing information based on marketing research

has

served the basic purpose of Marketing Management. Now a days

no

marketing management can succeed without the uses of marketing research.

The executives, the researcher, the academicians and other interested
persons are using techniques of marketing research.

Marketing Strategies for Services Firms

Up till now services firms lagged behind manufacturing firm in their
use of marketing. Many services business are small (shoe repair, barber
shop) and do not use formal management or marketing techniques. There is
also professional service business (law and accounting firms, engineers,
doctors) that formally believed it was unprofessional to use marketing other
service business (colleges, hospital) faced

so much demand or so little

competition until recently that they saw no need for marketing. But this has
changed now a days.
Traditional 4 Ps marketing approach work well for goods, but additional
elements requires attention in services business. Booms and Bitter suggested

three

additional Ps for service marketing, people, physical evidence and

process.
Because most of the services provided by the people, the selection
training and motivation
customer

of employees can make a huge difference in

satisfaction. Companies try to demonstrate their service quality

through physical evidence. Finally , service companies can choose among

different process to deliver their service in best manner. Service companies
face two tasks increasing competitive differentiation and service quality.
We examine these separately.

1]

Managing Differentiation
Service marketers frequently

complain about

the difficulty of

differentiation their services. the deregulation of several major service

industries communication, transportation, energy, banking precipitated intense
price competition.

The

alternative to price competition is to develop a

differentiated offer, delivery or image.

2]

Offer
The offer includes innovation features. What the customers expect is

called the primary services packages and to this can be added secondary
services package.

In the airline industry various carriers have introduced

such secondary features as movies, merchandise for sale, air to ground

telephone services etc. Thus companies can differentiate with the help of
offers.

3]

Delivery
A

service company can hire and train better people to deliver its

service. It can develop a more attractive physical

environment which to

deliver the service or it can design a superior delivery process (Mc Donalds).

4]

Image
Service companies can also differentiate their image through symbols

and brandings. The Hurishv Bank of Chicago adopted the lion as its symbol
and uses it on its stationary. On its advertising and even on the staffed
animals it offers to new depositors. As a result, Haries Lion is well known and
confers an image of strength to the bank. Several hospitals have attained
Mega Brand reputation for being the best in their field. These hospitals
could open clinics in other cities and attract patient on the strength of their
brand reputation. This is very important concept hence we will see this in
details in next part of this chapter i.e. in branding decisions.

Services provided by Idea

Serial Name of Services
No.
1.

CLIP

(Caller

Features of the Service

Line The number of calling party is displayed on

Identification

the handset. Hence one came to know whos

Presentation)

calling and can decide to accept the call or

2.

not.
CLIP (Caller Line ID Enables to restrict the cell number from

3.

Restriction)
being displayed on the receivers cell phone.
CW & CH (Call waiting Allows to handle up to two calls at the same

4.

and call hold)

CB (Call Barring)

5.

thus prevent misuse of handset by others.

CC (Call conferencing) It enables to talk to a group of people up to

6.

CD (Call Divert)

time which avoids from missing the call.

It controls the incoming and outgoing calls,

seven at the same time.

Allows to forward / Divert

the incoming

calls to another cell phone or landline

number within network area.
Bills can be taken along with date, time and

7.

DB (Detailed Billing)

8.

M2M

9.

Mobile)
NCC (Network Circle Customer is making calls from idea cellular

(Mobile

Coverage)

day.
to Special rates for idea to idea mobile calls.

to a landline at any destination within

network.
Coverage

10.

Night Calling

area will be billed at airtime +

local PSTN CHARGES only.

Idea cellular offers free airtime from 12.00
pm to 8.00 pm.

11.

SNS (Special Number The scheme allows to choose two Landline

Scheme)

number which is used frequently then calls

made to this number will cost just 90 paise /
minute.

Services provided by Airtel

Serial Name of Services

Features of the Service

No.
1.

This service has characteristic which alerts

Call waiting

second incoming call to a user. User has an

option of either putting the first call on hold
2.

Call hold

and answering the new one or reject it.

This service allows to put an ongoing call on
hold, and dial another number and can

3.

Call Divert

switch between the two callers at any time.

Call Divert allows to divert incoming calls to
another mobile phone or Landline number.
this way one can have user call attended to
by someone else.

4.

Call conferencing

When he is personally

unable to do so.
With call conferencing service one can
teleconference with five different people
simultaneously.

User

can

set

up

conference even when the other five

a
or

using a landline phone.

5.

SMS

It is personal, economical, and convenient to

communicate when one cant speak

in a

6.

Voice mail

meeting.
With Voice mail one can receive message
when his phone

is busy, or his mobile is

switched off or when he is outside the

7.

Roaming

coverage area.
Roaming allows user to be accessible on his
same number no matter which part of the
world he travel to Airtel roaming is over 192

Airtel Services

networks across 98 countries.

Astrology, sports, flight number, stock info,

9.

Shopping Junction

news etc.
For shopping of food, flowers, cinema tickets

10.
11.

Info Junction
Mobile Banking

etc.
Information easily and quickly.
Have connection with the bank and transact

8.

on mobile.

Services provided by Reliance

Serial Name of Services

Features of the Service

No.
1.

Allows you to send and

2.

SMS
In-build

receive SMS.
for Connects to the internet at speeds up to 115

modem

internet connectivity

Kbps.
Use Reliance data cable for connecting the

3.

4.

Caller

PC to the Reliance-FWP.
Line Displays the Callers telephone number or

Identification

name on the display screen of the Reliance-

Speaker phone

FWP.
Lets you talk on the phone without picking up
the receiver and allows more than one

5.
6.

Phone book

person to participate in the conversation.

Stores 99 numbers with names in the built-in

Missed calls

phone book.
Shows you missed calls with timestamps.
Also maintains call history of dialed &

7.

3 way call conference

received calls.
The call conference facility lets you talk to 2
people at the same time.

8.

Voice mail

Allows the caller to leave a message when

you are busy or unreachable. Notifies you by

9.

Ring tone choice

SMS when you receive a new voice mail.

There are 10 ring tones that you can choose

10.

Speed dialing

from.
Enables you to speed dial 99 numbers from

11.

Hotline

the phone book.

Programme your phone to automatically dial
a specified number when you pick up the

12.

Call wait / call hold

receiver without having to dial.

Intimates you about an incoming call when
you are on another call. Also lets you switch

13.

Call restrict / call lock

between calls.
Allows you to prevent misuse by locking your
phone. You can also programme STD/ISD

14.

restriction on it.
Divert your calls to voice mail or other

Call divert

number of your choice when busy or

15.

Alarm

16.

Secure

unreachable.
Built-in alarm to remind you whenever you
tap

connection

need.
proof Secure connection that cannot be tampered
with or tapped by unauthorized persons.

PREFERENCE OF THE SERVICE

TABLE NO. 4

COMPANY

NO. OF

PERCENTAGE

Idea
Air Tel
Reliance

RESPONDENTS
46
11
16

46%
22%
32%

LOCATION OF USE

TABLE NO. 1
CITY

NO. OF

PERCENTAGE

Kolhapur
Mumbai
Pune
Sangli
Miraj
Satara
Goa
Nasik
Nagpur
Aurangabad
Ahmednagar

RESPONDENTS
37
22
39
16
13
15
14
10
98
11
9

74
44
78
32
26
30
28
20
18
22
18

There are various location where mobile coverage is available. But it

was found that most of the people use their mobile phone for Pune, Mumbai
and Kolhapur.

A simple reason for this is the most of the users are

Businessman and th rates of the calls are the significantly lower as compared
to landline calls. Thus it is found that the business class people making calls
to various cities is highly cost efficient which is an important reason for
increasing the use of mobile phone.

REASONS FOR OPTING A PARTICULAR MOBILE SERVICE

TABLE NO. 2
REASONS

NO.

Better service coverage

Better highway coverage

RESPONDENTS
39
30

OF PERCENTAGE
78
60

Any subsidy
Relation with the dealers
Better Service
World of mouth by sale executive
Friends experience

5
9
22
7
15

10
18
44
14
30

The above table gives the clear idea about the service referred by the
consumers. Around 78% of the people use better city coverage and 60% of
the total people for better highway coverage. Around 44% of the total persons
gave importance to the value added service provided by the service provider.
Few other reasons were for a particular services like friends experience
(30%), relation with the dealer (18%), word for the mouth by sales executives
(14%) and subsidy or plan offered by the companies (10%).

AVERAGE MONTHLY BILL OF THE RESPONDENTS

TABLE NO. 3
BILLS (Rs.)

NO.

Less than 1000

1000 2000
2000 and above
Total

RESPONDENTS
9
24
17
50

OF PERCENTAGE
18
48
34
100

It has been found that mobile phone is highly cost efficient for any
business. We found that 50% of the people have their bill between the range
of around Rs.1000 to Rs.2000 while 35% have more than Rs.2000. So it
indicates that most of the mobile users belong to categories which use the
phone services more frequently for their business which results in heavy
amount of telephone bills. Thus shifting

to mobile phones help them to

reduce the burden of their telephone bills along with easy accessibility.

UNDERSTANDING OF RESPONDENTS REGARDING BILL

TABLE NO. 4
ATTITUDE

NO.

Positive
Negative

RESPONDENTS
33
17

OF PERCENTAGE
66
34

Table No. 4 shows the result pertaining to the understanding of the

bills by the user. It was surprising to find the around 35% of the people were
unable to understand the format of the billing, yet they were using the service
paying off the bills.

FINDINGS AND SUGGESTIONS

Findings
1)

Generally people are using mobile phones because of better city

coverage and highway coverage.

2)

The average billing is generally not very high even if there is regular or
heavy usage.

3)

The service provider

that is dealers choice is very much distinct

among the people.

4)

Idea has covered large number of customers in Kolhapur city.

Suggestions
i)

The company should give preference to salaried people so as to get

the benefits of industrial executives or attract

the officers from big

business houses.
ii)

The billing structure should

be changed so as to make it

understandable to all.
iii)

The charges levied for providing value added services should be

reduced.

iv)

The company should try to increase the brand loyalty among the
customers.

v)

They should motivate their dealer.

CONCLUSIONS

1)

Idea is preferred more than

any other telecom mobile service in

Kolhapur city.
2)

There is no other telecom company near to competition with Idea

Cellular in Kolhapur city.

3)

Idea should provide good After Sales Service.

4)

People want to more highway coverage.

BIBLIOGRAPHY

1]

Modern Marketing Research

-

2]

Marketing Management
-

3]

Shri. M. N. Mishra

Philip Kotler

Research Methodology
-

C. R. Kothari