ISCS PUNE

A PROJECT REPORT

ON

EXPANSION OF BLACKBERRY IN RETAIL MARKET THROUGH

RETAIL AUDITING, MARKETING, RESEARCH AND SURVEY.

AT

BHARTI AIRTEL LIMITED, PUNE

BY

AMIT KUMAR SINGH

IN PARTIAL FULFILMENT OF

POST GRADUATE PROGRAM (PGP)

(2007-2009)

INDIRA SCHOOL OF CAREER STUDIES

S.No.111/1/2,Near Wakad Police Chowkey,
Mumbai Highway,Wakad, Pune 411033
 CERTIFICATE

This is to certify that Mr. AMIT KUMAR SINGH of INDIRA SCHOOL OF

CAREER STUDIES has successfully completed the project work titled
“EXPANSION OF BLACKBERRY IN RETAIL MARKET THROUGH
RETAIL AUDITING, MARKETING, RESEARCH AND SURVEY.” In partial
fulfillment of requirement to the award of POST GRADUATE PROGRAM (PGP)
prescribed by the ISCS, PUNE.

This project is the record of authentic work carried out during the
academic year 2007-2009.

Internal Project Guide. Director

 DECLARATION

I, AMIT KUMAR SINGH, hereby declare that this project is the record of
authentic work carried out by use during the academic year 2007-2009 and has
not been submitted to any other University or Institute towards the award of any
degree.

AMIT KUMAR SINGH

 Acknowledgement

This project is an attempt to share my experience and learning during two

months of my project with BHARTI CELLULER Ltd. In Pune. This report would
not have been possible but for the support and guidance that I have received for
various people at different stages of the project
.
I would like to express my profound gratitude n
sincere thanks to Ms. Priyanka Sareen () for giving me this opportunity to work
with BHARTI AIRTEL Ltd.

I also express my sincere gratitude to Mr. Tarun

Sharma and Mr. Mahesh Regundwar for guiding me through out the project. It
indeed has given individual exposure in field work and telecom market.

I would like to express my thanks in no less

measure to my respected Mr. Manish Patel for his kind co-operation. I would
also like to than respected Mr. Srikant bhojkar Sir, my internal project guide for
his invaluable guidance.

My deepest regard to my parents and thankful to

my friends who have been always immense source of inspiration and support
and support to me forever .I would like to delicate to my parent and friends,
without those co-operation this take would remained achieved.
 ABSTRACT
There is a need of market survey to know the awareness, demand and services
for the product. To know the market share and awareness about the product of
AIRTEL blackberry in Pune region also needed a deep study of its market
segmentation and positioning.

The operation of business enterprise is becoming more and more complicated

day by day so, it has become more essential for the management students to
have a thorough understanding of the corporate world through projects. Projects
convert theory to practical experience.

The project helped me in understanding the market ways and functioning of

market and also brought about an over all improvement in my managerial skills.
The important part of my project includes “EXPANSION OF BLACKBERRY
IN RETAIL MARKET THROUGH RETAIL AUDITING, MARKETING
RESEARCH, and SURVEY AND PROMOTION”. The initial part of my project
was taking effort to increase the awareness level of new product i.e. AIRTEL
BLACK BERRY in PUNE area.

I had the privilege of intensive, in depth interaction with numerous retailer and
customers this project is intended for the expansion of the company.

I wish to acknowledge the help rendered by all involved.

Every observation made in this study is based on responses of the retailer and
customer, various primary as well as secondary data and their analysis, various
findings of the project.

The objective of this project was Need Identification and Spreading Awareness
which gives us Idea about customer requirement, marketing standing of the
company and customer satisfaction level about the product of company.

It is the random sampling where the universe was taken as PUNE. The first point
is to be noted is that product awareness which is having negligible presence is
market thus this survey is completely directed towards the aimed of problems.
 Index
Chapter Subject Page No.

1. INTRODUCTORY CHAPTER 1-25

1(i) Theoretical Background of the Topic 1-3

1(ii) Objective of the Project 4

1(iii) Scope of the Project 5

1(iv) Company Profile 6-9

1(v) Product Profile 10-22

1(vi) Achievement of Blackberry 23-25

2. PROJECT DESIGN 26-31

2(i) Research Methodology 26-27

2(ii) Methodology of Data Collection For Blackberry 27-29

2(iii) Limitation of The project 29-31

3. DATA ANALYSIS 32-55

4. MARKET ANALYSYS 56-66

5. FINDING OF DATA 67-68

6. RECOMMENDATION & CONCLUSION 69-71

6(i) Recommendation & Suggestion 69-70

6(ii) Conclusion 71

7 APPENDICES 72-77

7(i) Questionnaire 73-74

7(ii) Bibliography 77
 THEORETICAL BACKGROUND OF THE TOPIC

RETAIL AUDIT RESEARCH

Retail audit research now account for a large proportion of total expenditure on market
research in this country. Despite this fact, the method advantage and disadvantage and
problem connected with this fact, the method, advantage and disadvantage and problem
connected with this type of research have received little attention in print. It is the
purpose of this article to attempt to fill this gap.

The job of retail audit is to provide information for a manufacturer or his advertising
agent about sales, stock and distribution of his product and of its competitor, in order to
make estimate of regional market trends.

A manufacturer will of course, know precisely what is own Ex-factory sales have been.
But unless he sells direct to the “final buyer” he does not have always accurate
information about the actual purchaser of his product. A rise in Ex-factory sales might be
due to rise in customers demand or to increase stock holding by wholesaler or retailer.
Again a manufacturer does not always have accurate information about the distribution,
stock, cover, display etc. of his product and of course, manufacturer does not normally
know what the sales of competing product are with any precision.

It is true that information of the type can be sending and is collected by other means. The
manufacturer own sales force will naturally collect a good deal of such information, but it
is likely to be biased, consciously, unconsciously and it may be non-systematic in
character. It is after all, not the main function of sales too collect information of this type.
 Customer Survey

Throughout the global internet market place, customer satisfaction surveys are often
regarded as the most accurate barometer to predict the success of a company because they
directly ask about the critical success of a business, if done effectively, Customer
Satisfaction surveys can deliver powerful incisive information and provide ways to gain a
competitive edge.

Writing a Satisfaction survey can be tricky, but it’s of paramount importance to your
business or organization to understand how satisfied customers are with your business or
organization to understand how satisfied are customer with your service. Here are few
tips for writing a customer satisfactory survey.

 Start with the end in mind. Make sure you understand why you are writing and creating a
customer survey and what you are going to do with the results. How are you going to
change your process as result of these customers Satisfaction surveys results?

 Do not be biased in preparing questionnaire. Don’t assume that customers love or hate
your products. Try to gather satisfactory information without leading the customers either
way.

 Gather demographic information within your customer survey to help segment your data
during the analysis. You can easily gather zip code or state code information eg. Only a
particular segment is happy with your product.

 Open ended questions (text boxes) are crucial for understanding the satisfaction of
customers. For instances, if customer are unhappy with a particular aspect of your service
or product, you can ask them to expand on why they are unhappy. Beware that you do not
bombard too many question on participant to lead him to skip answers i.e. its leads to
incomplete survey.

Make sure you are using vocabulary that your customers understand. Be clear to so
everyone can understand your questions. In fact, it often makes sense to “test drive” a
survey with some customers before you launch it to the entire survey participant
population.
 OBJECTIVES

Primary Objective:

“EXPANSION OF BLACLBERRY IN RETAIL MARKET THROUGHT RETAIL

AUDITING, MARKETING RESEARCH AND SURVEY IN REGION”

Creating awareness among the 180 retail outlets and customers about blackberry
handhelds.

Secondary objectives:

 Promotion of Blackberry handhelds along with Airtel Close User Group (CUG) postpaid
plan.

 Positioning of Airtel in the market on the basis of customer replies.

 Finding the key factor, which attracts the customer towards a particular telecom
company?

 To find out fastest moving brand of CUG and to locate brands odd CUG in Pune and
PIMPARI-CHINCHWAD.

 To find out fastest moving brand of CUG and to locate the reason behind selling of the
brand.

 Perceived strength and weakness of various brand.

 To gather information regarding customer expectation from a CUG(plan).

 Finding the customer need and budget for Blackberry Handhelds and monthly retails.

 SWOT analysis of CUG, budget and Blackberry of Bharti Cellular Ltd.

The project involves an intensive survey of the market. As such the key factor deriving particular
company was revealed.
 Scope of This Project

Retail auditing research now account for a large proportion of total expenditure on
Market Research in this country. Despite this fact, the method advantage and
disadvantage and Problem connected with this type of received little attention in print. It
is the purpose of this project is to fill this gap.

The job of retail audit is to provide information for a manufacturer or his advertising
agent about sales, stock and distribution of his product and of its competitor, in order to
make estimate of regional market trends.
Throughout the Global Internet market place, customer Satisfaction surveys are often
regarded as the most accurate barometers to predict the success of a company because
they directly because they directly ask about the critical success of a business, if done
effectively, Customer Satisfaction surveys can deliver powerful incisive information and
provide ways to gain a competitive edge.

A manufacturer will of course, know precisely what is own Ex-factory sales have been.
But unless he sells direct to the “final buyer” he does not have always accurate
information about the actual purchaser of his product. A rise in Ex-factory sales might be
due to rise in customers demand or to increase stock holding by wholesaler or retailer.
Again a manufacturer does not always have accurate information about the distribution,
stock, cover, display etc. of his product and of course, manufacturer does not normally
know what the sales of competing product are with any precision.

It helps to prevent retail sector crime. The prevalence of crime in retail sector is higher
then foe resident and multiple victimization is common. Shop and store have major
exposure to eternal crime such as theft, burglary, robbery and threats, and violence to
staff, internal crime, such as fraud and theft risk, as does the type of neighborhood where
it is situated. Expenditure on security measure is high, but evaluated and published
account rare.
 COMPANY PROFILE

Airtel came from Bharti Tele Venture Ltd. in which Bharti Enterprise holds a 35.5%
stake, which is the leading service provider in the field of telecom business. Airtel
launches its services in Delhi on 14 November 1995.
It has at present over 69.2 millions of customers in its thirteen years of pursuit of great
customer satisfaction. Airtel has Redefined the business through marketing of new
generation value added services and the highest standards of customer care.

AIRTEL HAS CONSISTENTLY SET THE BENCHMARK FOR THE

INDIAN CELLULAR INDUSTRY TO FOLLOW.

 First to launch cellular services in Delhi on November 1995.

 First operator to revolutionize the concept of retailing with the

inauguration of AIRTEL connect (exclusive showroom) in 1995.

 First to expand its network with the installation for second mobile
switching centre in APRIL 1997 and first in Delhi to introduce the
intelligent network platform.

 First to provide Roaming Network facility in USA. It gives mobile

roaming across 38 partner’s networks and above 900 cities.

 Moreover roaming across international destination in 119 countries

USA, CANADA, UK, etc with 284 partner networks.

Vision:

Our vision and promise By 1010 Airtel will be most admired brand in India:

 Loved by more customers.

  Targeted by top talents.

 Benchmarked by more businesses.

 “We at Airtel always think in fresh and innovative ways about the needs of our
customers and how we want them to feel. We deliver what we promise and go
out of our way to delight the customer with a little bit more.”

Mission:

We will meet the mobile communication needs of our customer through

 Error free service delivery.

 Innovative products and services.

 Cost efficiency.

 Unified messaging solution

BHARTI VALUE

Innovation

We will generate and implement entrepreneurial and innovative ideas.

This will continuously create new growth engines.
 Performance Culture

We benchmark our process and performance against world class

standards. We distinguish between performer and non-performer by valuing achievement
at the individual level as well as time level. Our is a culture
Of inclusively where feedback, learning and Ideas actively encouraged, sought and acted
upon.

Customer first

We are committed for delivering services beyond the experience of the

customer. Our quality of customer responsiveness clearly differentiates us from others.

Responsible Corporate Citizen

We are committed to making a positive and proactive contribution to the

community. As a responsible corporate citizen we will contribute to and hide by
environmental and legal norms.

Awards

Consecutively for four years 1997, 1998, 1999, and 2000, Airtel has been
voted as best cellular service in the country and won the mot coveted award The Asia
pacific award for most innovative HR PRACTICE 2000.

 THE GOLDEN PEACOCK NATIONAL TRAINING AWARD for excellence in

training practices.

 The Golden Peacock National Award -2001

  BLC is the first mobile communication service provider in India to be certified for
ISO 90001:2000 and 1st in world certified by BRITISH STANDARDS
INSTITUTION FOR MOBILE COMMUNICATION.

 BHARTI TEL-VENTURE amongst top three companies in the last ET top 500
Companies Ranking.

 Bharti Tele-venture is the “INDIAN MOBILE OPERATOR OF THE YEA 2005”

 Sunil Bharti Mittal.CMD, Bharti Enterprises is the ERNST and Young

Entrepreneur of the year2004.

 Bharti has been adjudged as the Indian’s second BEST employer by HEWITT
ASSOCIATIONS.

 Blackberry launches Airtel unveils another first in Global business mobile

communication with the launches of blackberry the most instant e-mail mobile
innovative services.

BHARTI ENTREPRISE
BHARTI
ENTERPRISES
 Bharti Tele- Bharti Bharti
Bharti Bharti Global
Venture Healthcare Foundation
Teletech

Bharti InfoTech Leader

Mobility Leader
InfoTech

Fixed Line
Services
Cellular Service

Broad band
Services

Long Distance

Product Profile

Why Blackberry?
Work doesn’t stop when you are out of the office. Things move quickly in the business
arena and if you need to make quick, informed decisions while out of the office, choose
blackberry.

Thousands of business customers around the world use Blackberry a complete mobile
email solution that allows you to send and receive email wherever you are. There’s no
need for a laptop to view your emails, no need for affixed phone line, and no need of log-
on- they ‘re automatically’ pushed straight to your blackberry handheld.

Blackberry integrates seamlessly with your corporate email account offering a simple
and secure way to communication using GPRS.

Blackberry, Wireless emailing redefined.

►Blackberry is leading connectivity solutions keep you in the loop with push-based
technology providing access to a wide range of application on a wireless device.
►Blackberry is complete easy to use integrated phone, SMS browser and Organizer
application for managing information and communications from a single, integrated
device.
►Founded in 1984 and based in Waterloo Research in Motion (RIM) is a leading
designer, manufacturer and marketer of Blackberry that is wireless solutions for the
world wide mobile communication market.
►Blackberry is available for enterprise and government organization, as well as
individual professional.

Blackberry gives you the freedom to stay in touch with your work at home with access
to multiple supported corporate and personal email account from a single device.

EMAILS ON THE MOVE

JUST GOT EASIER

Key features and benefits of Blackberry:

► Single Integrated device for data and voice needs.

► Accessing existing emails and browser Internet wireless.
► Integrated phone, SMS, Browser and organizer applications.
► View email attachment in popular document formats.
► Blackberry “push” technology means entire email delivered automatically.
► Advance security for enterprise and Govt. Organization.
► Global address lookup.
► Wireless Calendar synchronization.
► Bluetooth technology.
►Excellent Battery Life (5 hours Talk time / 25 days stand by)
►Advance calls log, QWERTY Keyboard, and High Resolution Screen.
►Speaker phone, polyphonic / mp3 ring tones.
►Centralized management and support.
►Sleek and stylish handset.
►Integration with an existing IPS Email account.
►Open personalized Email-Id.
User@airtel.blackberry.com
►Integrate 9 new POP3 / IPS enable corporate or Internet mail accounts with Blackberry
handhelds.

CUG 2 SME (CLOSE USER GROUP 2 SMALL AND MEDIUM ENTERPRISE)

Efficiency of an Organization depends on its right decision at right decision at right time.
In today’s corporate world each and every decision taken y the top management people
play an important role in the growth of any organization. For better decision making top
cadre individuals need to have a better communication among them selves. If thee is a
communication Gap miscommunication arises among the top management the chance of
taking wrong decision would increases. With an aim to help all organizations for
increasing the efficiency by taking right decision AIRTEL has came up with CUG plans.
Where the top management employees can constantly be in touch with each other at less
tariff charge. In pune AIRTEL is strictly. Targeting on small and medium Enterprise.
Because there is a huge customer base situated in this segment.

SMF segment allows the following org:

►Builders and Contractors Group

►Engineering Co.

►Treading Co.

►Travel Agents

►IT & ITES (BPO)

►Media and Advertising Co.

►Educational & Tutorial Institutes

►Publication Co.

Blackberry Devices or Handhelds:

One can choose from a range of Blackberry Handhelds and Blackberry Connect
according to their need AIRTEL offers you a range of devices to choose from to access
Blackberry services. Those are:-
8100 Pearl

Features:

1 Thinner than a Razor, Shorter than a Silver and lighter than both (only 89 grams).
2 Largest battery in class.
3 Fastest processor (312 MHz) Intel Strong-Arm).
4 Most Innovative user interface.
5 Smallest QWERTY keyboard.
6 Brighter, higher resolution new generation display.
7 Mega Pixel camera, SD memory, multimedia and speaker phone.

8300 Curve
Features:

1. 35 key backlit QWERTY keyboard.

2. Process Intel PXA901 at 312 MHz.
3. Bluetooth v2.0 hands-free headset and car kit support.
4. High resolution 320x240 color LCD display supporting over 65,000 colors.
5. Polyphonic and MP3 ring tones to jazz up your handset.
6. Great battery performance with up to 16 days (384 hours) standby and 4 hours talk
time.
7. 64 MB of FLASH memory.
8. Dedicated Send, End, Convenience, Power and Mute keys.
9. Quad-band network support.
10. GSM™/GPRS and EDGE network.
8700 g

Features:

1. 35 key backlit QWERTY keyboard.

2. Process Intel PXA901 at 312 MHz.
3. Bluetooth v2.0 hands-free headset and car kit support.
4. High resolution 320x240 color LCD display supporting over 65,000 colors.
5. Polyphonic and MP3 ring tones to jazz up your handset.
6. Great battery performance with up to 16 days (384 hours) standby and 4 hours
talk time.
7. 64 MB of FLASH memory.
8. Dedicated Send, End, Convenience, Power and Mute keys.
9. Quad-band network support.
10. GSM™/GPRS and EDGE network.
8800

Features:
1 Size App. 4.49”×2.60”×0.55/114mm×66mm×14mm.
2 64 MB flash memory.
3 Battery: Stand by time: 528hours (22days).Talk time: 300 minutes (5hrs.)
4 Keyboard: 35 key, backlit QWERTY keyboard.
5 Media player 8.
6 Transfer files via USB and Bluetooth Fun 'n Stuff Blackberry® Authentic
Accessories 9.
7 Use it with the BlackBerry Enterprise Solution.
8 GSM™/GPRS and EDGE network.
9 Polyphonic and MP3 ring tones to jazz up your
Handset.
8820

Features:

1. The Blackberry 8820 is the stylish way to get things done with Wi-Fi 802.11b/g
& 802.11a it packed with powerful capabilities.
2. Built in GPS facility & Flash memory of 64MB.
3. Online Purchase through India times & Rediff.
4. Password protection and Keyboard lock.
5. Support for Triples DES & AES encryption when integrated with Blackberry
Enterprise Server.
6. Headset, Hands-free and serial port supported.
7. Size: length- 4.49”/ 114mm, Width-2.60”/66mm, Depth- 0.55”/14mm &
Weigth-4.73 oz/ 134g.
8. Battery: Standard time-528 hours or 22 days.
9. Polyphonic & MP3 Ring tones.
10. Media Player 8 & HTML Browsing.
11. Organizer: Calendar, memo pad and task list. Integrated address book and
Desktop PIM synchronization via USB.
8310

Features

• Hardware
New narrow QWERTY design with compelling ID
– 107 x 60 x 15.5mm
– Quad band EDGE
– Media: 2MP camera, 3.5mm stereo headset jack
– LCD: large 320x240 thin display
– Memory: Embedded memory (64MB), expandable memory (MicroSD)
– Dedicated Keys: mute, volume, camera, programmable Convenience Key
– Power: charging contacts, 1100 MAHR battery
• Software
- Applications 4.2.2: Browser and media enhancements, Bluetooth Stereo
Audio
• Configuration
- Color: Silver (global)

Extra Feature is GPS

8120 Wi-FI

Features:

• 1 The Blackberry 8120 is small and stylish design with added benefits including
Wi – Fi connectivity, an enhanced visual interface and hardware refinements.
• 2. The Blackberry Pearl 8120 advances multimedia capabilities with 2 mega
pixel camera and video capture.
• 3. Supported on Blackberry Enterprise Server and Blackberry Internet Service to
meet a range of corporate and individual customer needs
• 4. Measuring only 107mm x 55mm x 14mm and weighing approximately 91g.
• 5. The Blackberry Pearl 8120 supports the Blue tooth® stereo audio profile
(A2DP/AVRCP), and comes with a 3.5 mm stereo headset jack so users can plug
in their preferred headphones or speakers.
• 6. The smart phone also provides the convenience of an externally accessible
micros/SDHC memory card slot for additional storage of music, videos and
pictures.
• 7. The Blackberry Pearl 8120 also supports high-speed USB for transferring files
between the handset and a PC at data throughput rates of up to 10MB/sec.
Blackberry connect handhelds:

As we know blackberry is not only product it is the kind of services so you can choose
from a range of Blackberry Handhelds and Blackberry connect device according to the
need. Airtel offers you a range of device to choose from access Blackberry Service.

Nokia 9500 Nokia E 61/61i Nokia E 62 Nokia 9300/9300i

Nokia E 70 Sony M600i Sony P910i Sony P990i

Nokia E 50/51 Nokia E 65 Dopod C 720 W Nokia E 90

Blackberry Plans

Blackberry Services and Rental

Plans Rental Data usage

249/-p Rs. 249 per month 15 Paise / KB

499/-p Rs. 499 per month 500 KB free

Excess of 500 KB, 50
Paise / KB will be charged

899/-p Rs. 899 per month Unlimited Access

Advance Plan

3999/-p Rs. 3999/- for six months Unlimited Access

Save 230/- Per Month

6999/-p Rs.6999/- for 1 year Unlimited Access

Save 300/- Per Month
Blackberry handhelds:

8700g 8100 8300 8800

Price 14990/- 24990/- 23990/- 29990/-
Organizer    
MMS/Instant Messaging    
Internet Browser    

Device specification
Quad Band    
850/ 900/ 1800/ 1900
MHz
Edge    
Length x Width x Depth  114.5 x 56 x 18.4 107 x 60 x 114× 66 ×
mm 15.5mm 14mm.

Weight 134g 89g 120g 89g

Keyboard QWERTY Combine QWERTY QWERTY
QWERTY with
Sure Type
Navigation Track wheel Track Ball Track Ball Track Ball
Built-in –speakerphone    
Eight sensing Screen    
Expandable Memory X   
Polyphonic/ MP3    
Ringtones
Camera X   
Media Player X   
GPS X   

Battery backup
Standby time (approx.) 16 days 15 days 22days 22days
Talk time (approx.) 4 hours 3.5 hours 5.5 hours 5.5 hours
Flash Memory 64 MB 64 MB 64 MB 64 MB

Accessories
Holster X
Hands free Headset
ACHIVEMENT OF BLACKBERRY
Law Technology News 2004 Technology Award:
For the second year in a row,
Blackberry wireless technology award for wireless technology. Readers selected
Blackberry as the wireless as the wireless solution of choice for the legal industry.

Defamation's Product of the year:

The Blackberry 7100 was named defamation’s
Product of the year, receiving 85% of reader’s votes in the handheld device category. The
product of the year recognizes the best product in enterprise technology and is voted upon
by Defamation’s reader.

PC world’s Editor Pick:

In February 2005 the blackberry 7100 won pc world’s
Editor’s Pick Award. Earning 4 out of a possible 5 star.

Mobile Trax Mobility Award:

The blackberry 7100T received Mobile Trax’s Mobility
Award for handheld. The 2005 Mobility Awards honor the best and finest Mobile
computing and wireless data communication products and services that were introduced
in 2004.

Digital Word Innovation Award:

In February 2005 the Blackberry 7100 received the
Digital World Innovation Award. The Digital World Innovation award honor trend
setting product that possess unique qualities that break the
Boundaries of the computer and consumer electronics worlds with envelope-pushing
design and function while also setting the standard for innovation.

Shoppers Choice Awards 2004:

The Blackberry 7510 was name best wireless
communication Devices in Computer Shopper magazine’s annual Shopper’s Choice
Award. The Shopper’s Choice Award is voted upon by the magazine’s reader and
recognizes the top products, services and store of the year.

CRN: Product of the year:

The Blackberry 7100T was featured in CRN’s 2004 Product
of the year Award listing, receiving honor for best handheld device. Award winner are
based on the editors’ reviews through out the year and are chosen for their technological
innovation.
PC Magazine’s best of the Year:
The editors of PC Magazine included the Blackberry
7100T in its best of the year list which feature the top 100 favorite products released in
2004. The Blackberry 7100T was named the best smart phones (with key board) in the
mobile category.

Business Week’s Best Product of 2004:

The Blackberry 7100T was featured on Business
Week’s Best Products of 2004. The Annual Best Products roundup honors innovation in
consumer products.

Baig’s Best Award:

The blackberry 7100T was named one of the best products in 2004 by
USA today columnist Ed Baig. Baig’s Best Awards are based on the columnist’s product
reviews through out the year and recognize innovation in consumer technology.

PC Magazine Editors’ Choice Award:

PC Magazine awarded the Blackberry
7100T with the “Best in Show” award in the phone category. The Blackberry 7100T was
selected among more than 100 exhibitors at Digital Life Showcasing thousand of
consumer’s electronics products.

PC Magazine Editors, Choice Award:

In September 2004, the Blackberry 7100 device
won PC Magazine’s “Editors’ Choice Award”

LAPTOP Editor’s Choice Award:

In July 2004, the Blackberry 7200 series won the
“LAPTOP Editor’ Choice Award” as featured in the “Anytime, Anywhere E-mail” article
in the July issue of LAPTOP magazine.

Best Magazine Award:

In March 2004, the blackberry 7230 won the “Mobile Phone
Multifunction” Category for the best Magazine Awards. The Best Magazine Award
honors the top companies and product driving the wireless industry.

Best New Technology Award:

In the March the 2004 the Blackberry 7510 won the Best
New Technology Award in Government News’ Handheld Client category.

International Steve Award:

In March 2004, the Blackberry 7230 won the International
Steve Award in the Best New Product or Services category. The International Business
Award in the first global, all encompassing business award. Programming honoring great
performance in the workplace. The award recognizes outstanding leadership, innovation,
perseverance, creativity, teamwork, and integrity through more than 40 categories.
Msd2d People Security Choice Award:
In February 2004, the Blackberry wireless
solution won the MSD2D People Security Choice Award in the wireless category. The
People Choice Awards recognize the best product and companies in the security industry
and are voted upon by users, making for a true “People Choice” win.

Law Technology News Award:

In February 2004, the Blackberry wireless solution won
the law Technology News Award. Blackberry was voted-1 in Wireless Technology
Category by reader of Law Technology News.

CNET Editor’s Choice Award:

In January 2004, the Blackberry 7280 won the coveted
CNET Editors’ Choice Award. This award recognizes outstanding computing and
electronic products that represent the best available choice for quality, performance.
RESEARCH METHODOLOGY
INTRODUCTION

Marketing research is often concerned with the behaviors of the consumer in

the respect marketing research have drawn heavily on the behavioral.
Sciences such a psychology and sociology in fact the contribution of these
science to marketing research have been very significant especially with
regard to two aspect.

1. The research technique used by psychology and they have amply used
sociologists being of considerable relevance to marketing researchers.
2. The concept and the theories of these behavioral sciences are also
proved to be relevant to market researcher.

Instrument Used:

The instrument used for the survey purpose was questionnaire. In order to
achieve the research objective, questionnaire were designed for survey of
data collection.

Field Work:

This part of survey comprise of meeting various retail store in Pune and to
get feedback about the service rendered by them through Airtel.
Specification about using and about there future requirement. Therefore it
was decided that the customer would only be visited with an appointment, so
every time for interviewing a customer, customer prior appointment was
taken.

Research Methodology of Airtel Blackberry

The research falls under the category of descriptive research. Descriptive

research includes survey and fact finding enquires of different kind. The
method or research utilized in this project was survey method. The research
assignment focus aimed at gathering some basic, yet vital information of
current and potential customer profiling of Airtel Blackberry product in
Pune region.
A questionnaire was design keeping in the view the objective of the research
with the sample size of around 750 respondents as well as 180 Retail Outlet.

SOURSES OF DATA:

Data collection is an elaborated process in which the researcher makes a

plan of all relevance data. Data is the foundation of marketing research. It is
raw material with which a market researcher functions.
Knowing the aims and objective of research, we need
to collect data that can be collected by various methods. Generally there are
two types of data.

A) Primary Data.

B) Secondary Data.

Questionnaire:

This was the most popular method for conducting the survey. It helped in
collecting the information from the framed question, to get maximum
necessary data for research. While designing the questionnaire, following
aspect were considered.

Type of information to be collected:

1) Phrasing of the questionnaire.

2) Order or sequence of the question.

3) Number of question to be asked.

4) Lay out of the questionnaire.

The question helped in various ways:

1) Respondent had adequate time to give well thought answer.

2) Queries of the respondent that could be answered regarding a

Particular product or some question that were there in the

questionnaire

3) Through informal discussion, much more information could be

obtained from.

Along with these merit, there were certain demerits like:

1) There was some ambiguous reply to certain question.

2) Certain respondent were not co-operative to answer few

question.
Tools for collecting primary information about Airtel Blackberry
customer:

The questionnaire based on the above factor would design for the discussion
with the customer having Airtel connection and I interviewed about 750
customers from different parts of Pune city. The type of questionnaire
followed can be seen in the annexure at the end of this project report. In
order to know the actual level of customer satisfaction of Airtel personally
conducted interview and filled questionnaire. Due to which I observed
whether the customer are interested in the buying Airtel device.

Object of different question of the questionnaire

The questionnaire was prepared for the purpose of finding out different
service provided by the Airtel and used by the customer. For this purpose
only, the questionnaire was made short, as lengthy questionnaire are always
time consuming and creates doubts in the customer’s mind. The first
questionnaire was questionnaire was related to personal information and the
purpose to established good report with them. The object of few questions
like permanent address, sources of income, which service are they looking
while buying the hand set, how frequently they surf the web and there
profession.
Lastly with the best of my knowledge and ability, I have recommended them
to use the handset provided by Airtel, which would match their personality
and requirement. The basic objective of study is to know about the
requirement of the requirement of the customer.

Tools for collecting primary information and secondary information of

Airtel Retail Shop

Primary Data:

The questionnaire was initially prepared and a pilot survey at Pune city.
Based on the pilot survey, changes were made in the questionnaire. Visiting
the 180 Airtel Retail Shop filled and fresh questionnaire at different time.

Secondary Data:

Any data that has been gathered earlier from some other then questionnaire
is secondary data.
LIMITATIONS OF THE STUDY

 Every study conducted may have certain shortcoming and

unfortunately ours is also a similar case. A few errors have crept in
despite our effort to avoid them but it is expected that still our study
and finding are very much relevant.

 An error may have been due to the sample taken not conforming to
the actual population: this is because the sample is a convenience
sample.

 Personal bias or error of the interviewer might also have crept in;
some cases, while interpreting the respondent.
 Certain questions which are not properly responded by responders.

 Some of the respondents have not responded totally.

 Due to time constraint could not cover entire out side skirts, in term of
retail auditing and marketing research and survey.

 Convincing the customer was tough and hence extract vital

information from as when being told that I am a summer trainee, the
response would be no or would be that the executive officer was out
of office and being the assistant of him, he was of no help.

 Some customers were least interested in answering the question asked,

and in turn gave out wrong information.

 Afternoon time was very dull as many of clients were not available in
the office, from 01:00 p.m. to 04:00 p.m. this slowed
 down the data collection process.
Customer survey
WHICH MOBILE SERVICE YOU USE

Company Name In Number Percentage

Airtel 188 25
Idea 210 28
Reliance 135 18
Vodaphone 135 18
BSNL 82 11
Total 750 100

In Number

11%
25% Airtel
18%
Idea
Relience
Vodaphone

18% BSNL
28%

INFERENCE:

 By seeing the above graph its is evident the idea with 30% share lead the way
Following By Airtel with 26%and getting close to idea .reliance is emerging as
Major competitor to Airtel with CDMA technology and BPL occupy around
13%For its low billing and BSNAL with 12% ground its Rooming is Free.
IMPORTANCE REGARDING SERVICE
What is important for you?

In Number Percentage
Connectivity 90 12
Coverage 188 25
Roaming 158 21
Local Call 113 15
All 201 27
Total 750 100

In Number

12%
27%
Connectivity
25% Coverage
Roaming
Local Call
15% All
21%

INFERENCE

 From the above graph its can BE seen that 25%of the respondent give importance
to coverage roaming is very important 21%share and BSNAL with Business on
this front and now reliance in CDMA technology give low roaming charge and
Airtel has to capture to Blackberry business on this front’s and local Call with
12% and 15% also play an important role and Airtel is on this front.
REGADING ABOVE FACILITIES

Are you getting all the above facility from the service provider?

In Number percentage
Yes 285 38
No 465 62
Total 750 100

In Number

38%

Yes
No

62%

INFERENCE

 38% say that are satisfied with current service but about 62% are not
Satisfied with service and Airtel can tap the people.
OPINON ABOUT AIRTEL’S NETWORK

What opining do you have about Airtel’s network coverage?

In Number percentage
Good 383 51
Average 225 34
Blow
Average 112 15
Total 750 100

In Number

16%

Good
Average
53%
Blow Avverage
31%

INFERENCE

 51% hold opining that Airtel is good .34%hold that it is average and 15%say its
blow average. Thus 51% people will bring business for Airtel and the remaining
15% will spread negative words mouth.
USING POSTPAID CARD

Are you using postpaid card?

In Number percentage
Yes 525 70
No 225 30
Total 750 100

In Number

30%

Yes
No

70%

INFERENCE

 70% people are using postpaid and thus potential for postpaid is very bright thus simultaneously
for Blackberry because it with Airtel postpaid connection.
KNOWLEDE OF BLACKBERRY

Are you aware of Airtel Blackberry handhelds?

In Number percentage
Yes 488 65
No 262 35
Total 750 100

In Number

35%

Yes
No

65%

INFERENCE

 From the above it is clear that 65% of the people are not aware about the
Blackberry handhelds and awareness are to be taken on war front and present only
35% of the people are converting in to a customer.
NUMBER OF E-MAIL YOU RECEIVE EVERYD

How many e-mails you receive everyday?

In Number Percentage
5 or less 195 26
5 to 10 135 18
15 and above 420 56
Total 750 100

In Number

26%

5 or less
5 to 10
56% 15 and above

18%

INFERENCE

 Above graph show that 55%have mail requirement. 26% and 18%are receiving
mail on daily less than 10. Thus Airtel should target on the 55%.
DAYS OF TRAVELLING

How’s much traveling doing you in a month?

In Number percentage
5 or less 165 22
5 days to 10 days 135 18
10 days to 15 days 233 31
15 days or above 217 29
Total 750 100

In Number

22%
29%
5 or less
5 days to 10 days
10 days to 15 days

18% 15 days or above

31%

INFERENCE

 Above chart shows that 18% of the respondent are not traveling more but 22% of
respondent are traveling frequently and these are potential customer if E-Mails
requirement are also more than they satisfied the criteria of target segment.
PEOPLE HAVING BLACKBERRY

Do you have Blackberry?

In Number percentage
Yes 180 24
No 570 76
Total 750 100

In Number

24%

Yes
No

76%

INFERENCE

 Above chart shows that 24% of the respondent are using Blackberry but 76% of
the respondent don’t have Blackberry. These 74% are the potential customer for
Airtel.
OPINNION ABOUT BLACKBERRY

What is your about Blackberry?

In Number Percentage
Good 458 61
Average 218 29
Blow Average 74 10
Total 750 100

In Number

10%

29% Good
Average
Blow Average
61%

INFERENCE

 This chart shows that 61% of the total Blackberry user finds that it is a good
product. 27% say its average and rest 12% are not very happy with it. So the
company has to take some measure to satisfy its customer.
RECOMMENDATION OF BLACKBERRY

Would you recommend anybody to buy Blackberry?

In Numbers Percentage%
Yes 593 79
No 157 21
Total 750 100

1
2

INFERENCE:

 Above chart shows that 79% of the total Blackberry user may recommend other
person to buy it but rest of 21% are not going to recommend other person to buy
Blackberry.
NEED OF BLACKBERRY

Do you need Blackberry?

In Numbers Percentage%
Yes 473 63
No 277 37
Total 750 100

37%

1
2

63%

INFERENCE:

 This chart shows that 63% of those respondent who don’t have blackberry finds
the need of it but 37% of the total respondent who do not have it say the don’t
have need of it.
PLAN TO BUY BLACKBERRY

When do you plan to buy Blackberry?

In Numbers Percentage%
Within a week 405 54
In a 15 days 68 9
In a Month 277 37
Total 750 100

37%

1
2
3

9% 54%

INFERENCE:

 Above chart shows the decision of those respondent who are willing to buy
Blackberry 9% of those are going to buy it within 15 days, 37% within a month
and rest 54% of those are going to buy it a within a week.
 RETAIL AUDITING SURVEY

Types of Handsets Sold:

Number Percentage%
Only Nokia 10 7.5
Only Sony 5 2.5
Nokia and Sony 45 30
All handset 90 60
Total 150 150

8%
3%

1
2
3
4

59% 30%

INFERENCE:

 Maximum no. of 59% Retail counter sells all type of Hand sets.
PRICE RANGE OF HANDSETS

Number Percentage%
Less then 10000 60 39
10000 to 15000 40 27
15000 to 25000 25 17
More then 25000 25 17
Total 150 100

17%
39%

1
2
3
4
17%

27%

INFERENCE:

 Customer gives preference to buy Handhelds less then 10000 which is 40%.
 BLACKBERRY CONECT HANDSET

Number Percentage%
Blackberry Compatible Handset 60 40
Not Compatible Handset 90 60
150 100

40%

1
2

60%

INFERENCE:

 40% of the Retail counter is selling Blackberry compatible Handset.

FOOTFALL OF CUSTOMER

Number Percentage%
Less then 50 25 17
50 to 150 50 33
150 to 250 50 33
More then 250 25 17
Total 150 100

1
2
3
4

INFERENCE:

 In terms of football of customer 33% is equal for 150 to 250 and more then 250.
BLACKBERRY AWARENESS

Blackberry awareness Number Percentage%

Yes 15 10
No 135 90
Total 150 100

10%

1
2

90%

INFERENCE:

 Of the 150 retail outlets visited 90% of them said that they had no awareness
about blackberry.
 Rest 10% of the outlets that blackberry awareness. Thus there is very less

blackberry awareness in the market.

SOURCE OF AWARENESS OF BLACKBERRY

Source of Awareness Number Percentage%

Newspaper 30 20
Television 5 3
Magazines 25 17
Periodicals 15 10
Brochure 25 17
Hoardings 5 3
Colleagues and friends 10 7
Company’s employees 35 23
Total 150 100

23% 20%
1
2
3% 3

7% 4
5
6
3% 7
17%
17% 8
10%

INFERENCE:

 It was found that 23% of the people came to know about Blackberry through their
company employees. Also 20% of the people were aware through their
newspaper. The awareness was very less by other sources of media.
ENQUIRY FOR BLACKBERRY FROM CUSTOMERS

Enquiry for blackberry Number Percentage%

Yes 45 30
No 105 70
Total 150 100

30%

1
2

70%

INFERENCE:

 Most of the respondents did not have any enquiries about blackberry. The percent
was 70%.
 The rest 30% respondents had got the enquiries for blackberry.
NO. OF ENQUIRES PER MONTH

No. of enquires Number Percentage%

Less then 3 65 43
3 to 10 35 23
10 to 15 25 17
More then 15 25 17
Total 150 100

17%

17%

1
2
3
4
43%
23%

INFERENCE:

 Most of the respondents receive less than enquires per month, the percent is 43%.

 17% of the respondents receive more than 15 enquires per month.

STOCK OF BLACKBERRY

Stock of Blackberry Numbers Percentage%

Yes 10 7
No 140 93
Total 150 100

7%

1
2

93%

INFERENCE:

 Maximum numbers of respondent do not keep stock of blackberry. The

percentage is 93%.

 Only 7% of the respondents have stock of blackberry.

STOCK KEPT ON WHAT BASIS

Stock on what basis Numbers Percentage%

Consignment 5 3
Delivery/payment 145 97
Total 150 100

3%

1
2

97%

INFERENCE:

 Only 3% of the respondents keep stock of blackberry on consignment basis.

 Whereas 97% respondents keep stock on payment on delivery basis.

Porter’s model of five competitive forces
 POTENTIAL
ENTRANTS
Bargain power Threats of new Entrants
Of suppliers

SUPPLIER Industry BUYER

Competitors,
Rivalry among
Existing firms

Threat of Bargaining power

Substitute Products of Buyers
or Services
SUBSTITUTES
Threat of new entrants

In case of Indian scenario as we know the biggest competitor of

Airtel is Vodafone and Idea. Even in Maharashtra Idea have biggest market share and
another competitor Vodafone has already come up with Blackberry handheld and service
and according to marketing intelligence Idea is also suppose to come up with Blackberry
so through this way competition can increase.

Threat of Substitutes

The presence of substitutes can lower the attractiveness and

profitability because they limit the price levels. In India telecom sector threat is very
high. The substitute like internet, Price of handheld and network coverage, and price is
biggest threat in telecom industry.

Bargaining Power of Suppliers

Bargaining power of retailers is the biggest problem with the

blackberry department because the blackberry handheld cost is high and retailer can’t
keep on stock basis because they will have to pay money and risk factor is also high
rather than this they want to keep the stock on assignment basis.

Bargaining power of Buyers

In Indian, bargaining power of buyer is fast increasing and can

be termed as moderate to high. The Indian consumers are quite aware about and the
services provided by the different telecom sector. Today’s consumer is also quite
demanding and wants greater value for money.

Intensity of Rivalry

The competition among the existing telecom players in Indian

Market is not very high as there are very few players in the market. High product
differentiation is the major factor that intensifies the competition. It will also depend on
what value added services the telecom company can provide to the Indian consumers and
enhance Telecom internet surfing.
MARKET ANALYSIS OF BLACKBERRY

G-E MODEL

Business strength

Strong middle Weak

High
I/G

Medium

Low

I/G- Invest /Grow

In this region invest and grow to make profitable situation .We are belongs to
this region only so.

Recommendation

• To protect the position

• Invest to grow at maximum digestible rate possible
• Concentrate effort on maintaining strength.
McCarthy model (4 P’s of marketing)

Marketing Mix

Product Price Promotion Place

Product- Airtel Blackberry

• Instant e-mail solution
• Calendar synchronization
• Access Microsoft, lotus, outlook express
• Tie-up with 92 countries

Price-
• 8700g-Rs.14990
• 8100-Rs.21990
• 8120-Rs.24990
• 8300-Rs.23990
• 8310-Rs.24990
• 8320-Rs.24990
• 8800-Rs.29990
• 8820-Rs.31990

Promotion
• Direct Marketing( Corporate)
• Advertising (newspaper)
• Sales promotion

Place
Pune, Delhi, Mumbai, Bangalore, Kolkata, Chennai, Coimbatore, Ahmedabad,
Panji
“Likelihood to buy matrix” model:

Product

Unique Me-too

Well known supplying company 80% buying decision

Unknown

Recommendation:-

80% buying decision can be depend upon the product uniqueness and
company image means company is known so if we want to sustain in the market
continuous and product differentiation with other should be required.

Company pricing decision

Price
Higher Lower

Higher Premium strategy

Quality:

Lower

Our product is high quality, high priced, so for its sale premium strategy is required.
LEAVITT’S MODEL

This model is used to show the benefits of the Airtel Blackberry.

Potential

Augmented
Basic Benefit

Core benefit

Core benefit – Mobile Phone cum email service

Basic Benefit – Stylish

• Brand name – Airtel Blackberry

• Premium quality product
• Operational efficiency – Services in 92 countries, 24*7 Facilities (always on)

Augmented Benefit – Installation Facility

• Consultancy Facility( 7070 call centre)

• Guarantee for 1 year
• Training for user

Potential Benefit – Name (Airtel)

• Reliability (India’s no.1 Telecom Company)
• Flexibility (24Hour call center facility)
Business strategic Planning (B.S.P)

External environment analysis (O/T) - we talk about opportunities and threats.

Opportunity: It can be classified according to –

• Attractiveness of opportunity
• Probability
Attractiveness
High Low

High
Success probability
Low

Our opportunity of success is very high because our product is unique and market is so
attractive.

• Large untapped and growing market

• Unique product
• QWERTY keyboard design

Threats: it can be classified according to

• Seriousness
• Probability of occurrence

Probability of occurrence

High low

High
Seriousness
Low

Increased competition due to new players in the market .All windows pocket PCs like I-
MATE, XDA, smart phones like Krome IQ200 and higher price of our handhelds.
Recommendation – Based on the above business strategic if we want to sustain in the
market our opportunity should be high and threats should be low then our business will
be ideal.

Opportunity

LOW High

LOW

THREATS

HIGH

If opportunities are high and threats are also high then business is said to be
speculative business.

If opportunities are low and threats are also low then business is said to be mature
business.

If opportunities are low and threats are high then business is said to be troubled
business.

Internal Environmental Analysis

Strength –
• Airtel brand image in the mind of the customers.
• Market leader in the GSM mobile segment
• Innovative and aggressive approach
• Financial Stability

Weakness –
• Proper follow up
• Time consume in service call
• Price is too high
• Less awareness about Blackberry services.
BUYING BEHAVIOUR MODEL

Thus model is useful for know the buyer involvement in purchase and difference between
brands.

Buyer involvement in purchase

High involvement Low

Involvement
Significance diff b/w brands

Difference b/w brands

Few difference b/w brands

Complex buying behavior-

Feature –

 Consumer highly involve in purchase

 Significance difference among brands.

Complex buying behavior occurs due to-

 Product is expensive
 Product brought infrequently.
 Product is self expensive.

Recommendation-

 Developing belief about product.

 Developing attitude about product.
 Making thoughtful purchase choice.
PRODUCT LIFECYCLE OF BLACKBERRY

Introductory Growth Maturity Decline

Stage Stage Stage Stage
Product
Category
Sales
Profit
Sis/

Product
Category
Profits
0

Time

We are in growth stage in which period of rapid marketing acceptance and increased
profit situation.

Recommendation-

Market strategies of PLC- promotion

High Low

High Rapid Skimming

Strategy
Price

Low

- High price helps firms to recover max profit per unit.

- High promotion helps in customer awareness / adoption.
FINDINGS
From the survey I found many pros and cons in my areas. I also got many customer
complaints as far as product is concerned and also in the areas of services provided by
Retail outlets. Airtel relationship centre, as well as from distributors, which are as
follows:
1) Mis – negotiations between Distributor and retailer due to keeping stock on what basis
either consignment basis or delivery and payment basis.

2) Lack of product and services awareness among the customer as well as retailer and
most imp part was among the Airtel relationship centre.

3) Lack of awareness about services access and product knowledge among the telecallers,
Technical person as well as MRE who is working under Airtel Blackberry Department.

4) Lack of responsibility among MRE , once a time when he sell the product they don’t
take responsibility to give proper services.

5) I got company data base also of existing customer who is having post paid connection.

6) Right target segment of blackberry product are who met the following criteria.

 Daily Email are more than15

 Travel frequently
 Who avail roaming facility, particularly International roaming.
 Downloading of attachment are more.
 Potential of blackberry in a organization is stronger where company‘s want
it’s Employee to remain intact with its intranet facility while traveling.
 Blackberry faces a competition indirectly from GPRS and O2 PDA pocket
PC.
 Blackberry works with an Airtel postpaid Sim card and thus people find it
hard to keep one number if he / she is not Airtel user.
 Idea postpaid sim card user are loyal because of its strong coverage.
 Major competitor of Airtel Postpaid CUG plan is reliance Telecom where
inter calling between people is zero paisa against the payment of fixed
monthly commitment.
 Idea ISD Roamer are not so much satisfied with GPRS coverage and wanted
to Switch over to Airtel for availing the facility of Airtel GPRS facility for
global ties up and thus blackberry can work on this front.
 People gave positive response to this product and corporate people find it’s
worthwhile.
 Airport, film fare Awards is the right place for blackberry awareness
programme and getting the sales lead
RECOMMENDATION

 Proper awareness plan about blackberry handheld should be undertaken.

 Different rate should be made available for customer on the basis of STD roamer
and ISD roamer for the data usage from the blackberry handheld.
 Right people should be targeted like marketing people and senior sales executives
of company.
 Private General insurance company.
 Pharmaceutical company.
 Software Company.
 Chemical factory.

Proper channel should be there with international Tour and Travel operator Getting the
data base of prospective, awareness programmed at a reasonable cost and at the same
selling the product to the seniors executive who are moving abroad and in return
advertise theirs services through SMS, etc to popular theirs business.

Full in house training should be given to the sales trainees in order to get definite sales.

Communication media for blackberry promotion

Publicity- sponsorship and event management are 2 most sought after tools for creating
wide publicity.

a) Sponsorship – Title sponsorship, co sponsorship official supplier status for

getting a host of benefits and right. such as product category exclusivity and
the right to advertising, promotion and publicity.

b) Event management – Event management like road shows, participants in

club function, a contest or a sport event. Idea is to capitalize on the
opportunity by converting the event itself in to a grand display.

Pr –Management and reputation-

 Good corporate reputation makes selling easier and
cheaper. It saves on advertising and renders every activity easier.

Buying Behavior Response Model-

Product is Accepted by-

(a) Upper- Upper Class- Live on inherited wealth (contribute less then 1%)

(b) Lower-Upper Class- Earn high income through Professional ability (contribute 2%)

(c) Upper-Middle Class- May not posses’ high family status / wealth (contribute12%)

The entire there are contribute less than 15%. So we are

mainly focused on Middle-class because they contribute 32% of total economy. Ex- IT
Manager, Marketing and Sales Manager.
 CONCLUSION

As we know the importance of internet in today’s life and we know the problem which
we can face without internet, so blackberry work as a business solution network for those
person who work outside office and can’t login a logout computer immediately. There are
few things which come up during my summer training and end period of summer training
are—

1) During my summer period I have done retail auditing work and I have spoken
with retailer but still there are few retailers were not fully aware about the service
of blackberry.

2) Branding and Advertisement activity was not yet done as much as should be there
for promote the product as well as service.

3) Still MRE was giving priority to sell the product after selling product they were
not giving priority to give proper service to existing customer.

4) During summer training I saw that MRE and Airtel retailer is being trained by the
trainee but still they were not aware about the scheme and technical part of
product.

5) One of the most important parts was the agreement between distributor and
retailer which was not yet implemented and the reasons was retailer want to keep
blackberry on stock basis and distributor want to give stock on delivery and
payment basis.
QUESTIONAIRE
SET OF QUESTIONS FOR RETAIL AUDITING SURVEY

Name of the retail shop: ------------------------------------------------------------------------------

Address: -------------------------------------------------------------------------------

Contact person & no. ------------------------------------------------------------------------------

Q.1 what type of handsets you sale in a shop?

a) Only Nokia
b) Only Sony
c) Nokia & Sony
d) All handsets

Q.2 what is the price range where customer maximum buy handsets in your
retail outlet?
a) Less than 10000
b) 10000 to 15000
c) 15000 to 25000
d) More than 25000

Q.3 Do you sell blackberry compatible handsets?

a) Yes
b) No

Q.4 what is the footfall of the customer?

a) Less than 50
b) 50to 150
c) 150 to 250
d) More than 250
Q.5 Do you know about blackberry?
a) Yes
b) No

Q.6 If Yes, then what is the source of awareness of blackberry?

Q.7 Do you get enquiry for blackberry from customer?

Q.8 If Yes, then what is the no. of enquiry per month?

a) Less than 3
b) 3 to 10
c) 10 to 15
d) More than 15.

Q.9 Do you keep stock of blackberry?

Q.10 If Yes, then keep stock on what basis?

a) consignment basis
b) delivery / payment basis
Set of Questions for customer survey
Q.1 which mobile service do you use?
a) Airtel
b) Reliance
c) Idea
d) Vodafone
e) BSNL

Q.2 what is the importance regarding service?

a) Connectivity
b) Coverage
c) Roaming
d) Local call
e) All of the above
Q.3 Are you getting all the above facility from the service provider?

Q.4 what is your opinion about Airtel network?

a) Good
b) Average
c) Below average

Q.5 Are you using post paid card?

a) yes
b) No

Q.6 If yes, then are you aware about blackberry?

Q.7 How many Email id you receive everyday?

a) 5 or less
b) 5 to10
c) 15 and above

Q.8 How much traveling you does in a month?

a) 5 days or less
b) 5 days to 10 days
c) 10 days to 15 days
d) More than 15 days

Q.9 Do you have Blackberry?

Q10 If yes, then what is your opinion about blackberry?
a) Good
b) Average
c) Below average

Q.11 would you recommended anybody to buy black berry?

Q.12 Do you need blackberry?

Q.13 When do you plan to buy Blackberry?

Q.14 When do you plan to buy Blackberry?

a) Within a week
b) In a 15 days
c) In a month
BIBILOGRAPHY

 Marketing Management ( xi Edition )- Philip Kotler

 Marketing Research – Rajendra Nargundkar
 Sales Management – Prof Ashok Kumar
 Strategic Management – Prof B.S Guha/ Azahar Kazmi
 www.airtel.com
 www.airtelworld.com
 www.google.com
 Business and Marketing Books