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TERM PAPER ON

Consumer Perception towards Personal Selling Strategy

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Term Paper on

Consumer Perception towards Personal Selling Strategy

Prepared for  

Mahmud Zubayer 

Assistant Professor 

Department of Business Administration 

East West University 

Prepared By

Jubaer Hossain 2010-2-10-007

Mahamuda Islam Luipa 2008-3-10-081

Maliha Shafiq 2007-3-10-069 Israt Azim 2007-3-10-052

MKT 201: MARKETING MANAGEMENT

Section: 2

East West University Date of Submission: December 5, 2010

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Letter of Submission December 1, 2010 Md. Mahmud Zubayer Asst. Professor Department of Business Administration East West University 43, Mohakhali C/A, Dhaka Subject: Submission of the report titled “Consumer Perceptions toward Personal Selling

Strategy for Citycellzoom.”

Dear Sir It is an honor and immense pleasure for us to submit our Term paper on consumer Perception towards Personal selling in City cell Zoom Internet. This report was assigned to us as compulsory requirement of the course Marketing Management (MKT 201) During the process of preparing this report, we had the chance of experiencing and rediscovering our potential. This assignment gave us an opportunity to apply our theoretical knowledge, ideas and communication skills, which will help us in our future professional career.

Thank you for giving us this opportunity and we look forward to receive your cordial approval of our submission. Sincerely yours, ------------------------------- …………………………….. Jubaer Hossain Mahamuda Islam Luipa

………………………… ……………………..

Maliha Shafiq Israt Azim

   

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Acknowledgement    

At first, we would like to thank Almighty Allah for giving me the abilities to prepare this

term paper. We would like to thank our course instructor Mahmud Zubayer for assigning

us to prepare this term paper on consumer Perception towards Personal selling of Citycell

Zoom. We would also like to give thank Muhammad Anowar Hussain patwary T.A of

Mahmud Zubayer for his friendly assistant. We are extremely inspired to see our

instructor having faith on us. We would like to thank our group members whose

contribution made this term paper complete. Besides, we would again like to thank our

group members for performing their task accurately and for exhibiting team working

ability.

We would like to convey our special gratitude to the respondents who had given us their

valuable time and helped us to conduct the survey.

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Table of Contents Acknowledgement ........................................................................................................................................ 4 

Executive Summery ....................................................................................................................................... 6 

INTRODUCTION ............................................................................................................................................. 7 

METHODOLOGY: ........................................................................................................................................... 9 

Primary sources ......................................................................................................................................... 9 

Secondary sources: ................................................................................................................................... 9 

LIMITATIONS ............................................................................................................................................... 10 

Consumer perception towards General Personal Selling: .......................................................................... 11 

Consumer perceptions Towards Company’s P.S strategies: ....................................................................... 15 

Future Growth of the P.S. strategy of the company ................................................................................... 18 

RECOMMENDATION ................................................................................................................................... 20 

CONCLUSION ............................................................................................................................................... 21 

Sources: ....................................................................................................................................................... 22 

 

   

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Executive Summery 

  

Personal selling refers to the presentation of goods and services before the customers and

convincing or persuading them to buy the products or services. Personal Selling is

extremely important as it helps in increasing sales. It creates demand for products both

new as well as existing ones. It creates new customers and, thus helps in expanding the

market for the product. It leads to product improvement. While selling personally the

seller gets acquainted with the Choice and demands of customers and makes suggestions

accordingly to the manufacturer. As a pioneer internet provider of Bangladesh,

CitycellZoom gives high emphasize on personal selling as an important part of their

promotion mix. In our term paper you are going to focus on personal selling strategy of

Citycellzoom and how Citycellzoom consider its personal selling strategy.

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INTRODUCTION 

CityCell was first introduced in 1994 as a brand name under Pacific Bangladesh Telecom

Limited (PBTL). CityCell provides wireless telecom or mobile phone products/services to public

and corporations and is the only Code Division Multiple Access operator in Bangladesh.

CityCell’s aim is to satisfy customers by providing their needs developing innovative and

creative ideas for communicating. They are a customer-driven organization who wants to build

and maintain a strong customer relationship with customers and ensure brand loyalty to survive

in the competitive telecommunication market.

The key objectives of Citycell include increasing market share, improving customer service, and

using high standards of technology to offer services, packages and deals at affordable rates.

Currently, CityCell has the least subscribers of 1.67 million with a market share of 4%

approximately.

Citycell is consolidating its position in wireless data by launching their Zoom EV-DO

(evaluation data optimize) for the broadband wireless internet service. Citycell Zoom Ultra is the

new and upgraded package from Citycell Zoom™ high-speed wireless internet service that runs

on state-of-the-art EV-DO technology, the evolution from CDMA 1X technology. It provides

download speeds of up to 512 kbps, and the Zoom™ Ultra connection enables to access this

high-speed internet by simply connecting to the laptop or desktop computer. Citycell Zoom™

Ultra provides never-before internet speeds on the move, and plug-and-play service through a

versatile USB interface. The high speeds facilitate a superior internet browsing experience with

video streaming, video surveillance, and rich media content.

Citycell Zoom™ Ultra data plans are designed to suit people’s specific needs. Products and

devices are available at all divisional Citycell Customer Care Centers and all sadar thana Citycell

Customer Care Points and retail outlets.

Personal selling is the direct two-way communication between customer and salesperson

representing the company via face to face meeting, telephone or video or web-conferencing with

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the intention to make a sale The most important thing in personal selling is to build up a strong

customer- company relationship.

The main purpose of this term paper is to understand the personal selling that are being carried

out by CityCell to reach out to their customers. From this report, it can be evaluated that personal

selling is the most efficient promotional tool for CityCell Zoom Ultra. Thus, it can be said that

the report has the combination of both primary and secondary research.

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METHODOLOGY: We tried to make our report authentic so we focused on primary and secondary resources. We prepared questioners and made survey. We took help from some secondary sources like website, journal, report etc.

Primary sources 

⇒ Personal Interview of a branch employee

⇒ Personal Interview of a sales team member

⇒ Phone conversation with customer care employee

⇒ Personal Interview of an account holder(who receives facility of personal

selling)

Secondary sources:

The secondary data were collected from the following sources.

Internal newsletter of the company.

Various research journals of different research organizations.

Web pages.

Annual reports of the company.

Various books and other internal publications of the company.

 

 

 

 

 

 

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LIMITATIONS       

We tried our best to make our term paper informative and effective but we had some limitation.

P.S. strategy of every company is very so they were not willing to share many things with us.

We were not used to do this type of survey so we had some inexperience and lack of communication with the company.

As we dependent on the secondary sources, so there might be some inaccuracy with those collected information.

For survey we faced different problems regarding collecting data. People are so busy that they didn’t provide us such time as we needed.

Collecting information from their website was so difficult because it is complexly arranged.

we had not enough time & money to make this type of cortical report.

   

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Consumer perception towards General Personal Selling:  

When we want to buy something we usually go to a concerned shop and purchase it from

there. But, sometimes we find people bring certain goods or products and make them

available to you at your place. For example, we find persons selling vegetables or rice by

carrying the same in a cart and moving from door to door to sell. We must have noticed

persons selling sarees, carpets, electronic items, etc. in a similar fashion. While traveling

in buses or local trains you must also have seen people selling pens, toys, books, combs,

etc. inside the bus or train. In cities also persons move from door to door to sell different

products like water purifiers, air purifiers, detergents, mosquito repellents, etc.

The person who sells goods to us in this way is called a ‘salesman’ and the technique of

selling is known as ‘Personal selling’ or ‘salesmanship’. Thus, Personal selling refers to

the presentation of goods before the potential buyers and persuading them to purchase it.

It involves face-to-face interaction and physical verification of the goods to be purchased.

The objective is not only just to sell the product to a person but also to make him/her a

permanent customer.

In a defined way: “Personal selling refers to the presentation of goods and services

before the customers and convincing or persuading them to buy the products or

services.”

So we can understand the term “Personal Selling” is totally related with product’s

buying and selling. Personal selling is basically one important element of product’s

promotion. The term “Personal selling” has a direct relation with Consumer. So

Consumer has many view and perception about it. In general Consumer think

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Personal selling means:

1. The presentation of products and associated persuasive communication to potential

clients.

2. Involves in persuasive communication.

3. The aim is to match customer needs with the goods/services on offer.

4. Ultimate objective: To make sale.

From Consumer’s point of view:

1. Personal selling provides an opportunity to the consumers to know about new

products introduced in the market. Thus, it informs and educates the consumers about

new products.

2. It is because of Personal selling that customers come to know about the use of new

products in the market. The sellers demonstrate the product before the prospective buyers

and explain the use and utility of the products.

3. Personal selling also guides customers in selecting goods best suited to their

requirements and tastes as it involves face-to-face communication.

4. Personal selling gives an opportunity to the customers to put forward their complaints

and difficulties in using the product and get the solution immediately.

In general consumer also thinks there are some skills are needed for Personal selling like

Interpersonal qualities, adaptability, self motivation, problem solving capabilities,

product knowledge, customer knowledge, presentation skill, physical quality, mental

quality, integrity of character, knowledge of the product and the company, good behavior,

ability to persuade.

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We have also done a small survey through 6 questions over 40 people about some basic

issues of Personal selling. The survey is given below:

Consumer Perception towards Personal Selling  

      1. Are you familiar with “Personal selling”?

a. Yes b. No

Out of 40 people 26 people (65%) said “YES” and 14 people (35%) said “NO”

2. Do you believe Personal selling is important for marketing promotion?

a. Yes b. No (78%, 22%)

Out of 40 people 31 people (77.5%) said “YES” and 9 people (22.5%) said “NO”

3. If you believe, why do you think it’s effective?

Because………………

a. Product (Practical experience) Out of 40 people 22 people (55%)

b. Information. Out of 40 people 10 people (25%)

c. Simple. Out of 40 people 3 people (7.5%)

d. Relationship. Out of 40 people 5 people (12.5%)

4. Mainly which kinds of company use Personal selling strategy?

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a. Service based. Out of 40 people 4 people (10%)

b. Product based. Out of 40 people 12 people (30%)

c. Both. Out of 40 people 24 people (60%)

5. As a consumer what do you think, which channel is most common for Personal

selling?

a. Person to person, Out of 40 people 22 people (55%)

b. Online, Out of 40 people 14 people (35%)

c. Phone call. Out of 40 people 4 people (10%)

6. Which way do you prefer most for Personal selling?

a. Person to person, Out of 40 people 28 people (70%)

b. Online, Out of 40 people 10 people (25%0

c. Phone call. Out of 40 people 2 people (5%) 

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Consumer perceptions Towards Company’s P.S strategies: 

 Citycell Zoom is a “Pioneer of internet service provider” in Bangladesh. Most of the 

people are familiar with Citycell Zoom. In case of Citycell Zoom their Personal selling 

is creating awareness and increasing selling among the consumers.   

Now we are going to focus what consumer think about P.S strategies of Citycell 

Zoom: 

1. Consumer thinks Citycell Zoom do their Personal selling through Person to Person, 

campaign, SMS, internet and phone calls. 

2. Consumer thinks their target segments are student, service holder, and business 

man. 

3. Their salesman is not skilled enough to pursue consumer to buy their product 

4. Their P.S strategies can not provide enough information about Citycell Zoom. 

5. Urban people of Bangladesh are just getting some information through 

Advertisement of Citycell Zoom. They are not getting Personal selling service about 

it. 

6. In personal selling they are giving practical experience through using Citycell 

Zoom.  

 

 

 

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We have also done a small survey through 7 questions over 40 people. The survey is 

given below: 

Consumer Perception Towards Company’s P.S Strategies    Citycellzoom Internet 

1. City cell Zoom gives high emphasize on personal selling as a part of selling

promotion, what do you think, they are doing it successfully, do you agree?

a. Yes b. No

2. To what extent do you think personal selling influences Zoom Ultra’s success?

a. Highly b. Working c. Useless

3. Do you think people, who involved with PS of city cell zoom are enough skilled?

a. Yes         b. No,

4. To what extent personal selling is important to Citycell zoom Ultra?

a. High b. Moderate c. Less

5. Which type of marker get priority in Zoom Ultra’s personal selling?

a. Student b. Service holder c. Business man d. others

6. Which channels Zoom Ultra prefer most in their personal selling?

e. Campaign b. person to person c. SMS d. online

7. Where Zoom Ultra is vulnerable?

 

 

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City cell Zoom gives high emphasize on personal

selling as a part of selling promotion, what do you

think, they are doing it successfully, do you agree?

 

 

Yes 

 

47.5% 

 

No 

 

52.5% 

To what extent do you think personal selling

influences Zoom Ultra’s success?

 

Highly 35% 

Working 55% 

c. Useless 10% 

 Do you think people, who involved with PS of city cell zoom are enough skilled? 

Yes  40% 

No  60% 

To what extent personal selling is important to

Citycell zoom Ultra?

 

High 37.5% 

Moderate, 50% 

Less  12.5% 

Which type of marker get priority in Zoom Ultra’s

personal selling?

Student   

50% 

Service holder  12.5% 

Business man  12.5% 

Others  10% 

Which channels Zoom Ultra prefer most in their

personal selling?

Campaign  10% 

Face to face  20% 

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SMS  6% 

Phone  2% 

Online  2% 

 

Future Growth of the P.S. strategy of the company  

Year  Salesman used Sales growth 

2006  500 5.7% 

2007  1200 8% 

2008  1500 16.5% 

2009  2270 22% 

 

As we watch In 2006 Citycell zoom used 500 salesmen for selling their modem. As we 

see growth through the years of salesman is increasing. And their sales growth is also 

increasing. So their future growth is positive. They should keep it continue

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SWOT ANALYSIS 

 Strength

Weakness

    INTERNAL

Customer comfortless time

waste

Increased customer loyalty

Higher overall profitability

Communication

Bridging the cultural gap

Creation of new jobs

Privacy Lack of job security culture Less product knowledge

EXTERNAL

Opportunity

♣ Market Developments ♣ Product Developments ♣ Market Developments ♣ Product Developments ♣ Technological booming ♣ Customer training ♣ Technological booming ♣ Customer training

Threat

Many competitors in the 

market 

Lower paid, commission 

Employee wants to switch job frequently

  Can hamper the brand image

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RECOMMENDATION 

The main purpose of this term paper was to analyze to what extent the theory of

personal selling relates to the actual use of promotion for CityCell Zoom Ultra.

CityCell relies on promotion to a great extent to be successful.

Citycell needs to focus on identifying target audience, establishing personal selling

strategies and then implementing the strategies successfully.

Promotion is one of the major ways they try to attract and retain customers to gain

a greater market share. In order to ensure successful promotional activity, CityCell

should start investing more on personal selling and make it one of their most

important tools for carrying out promotional activities.

CityCell should also start adopting the proper ways of creating an effective

promotional strategy for personal selling to ensure success.

In this competitive telecommunication industry, it is necessary that CityCell has a

sound marketing plan otherwise considering its current situation; it may soon be

out of business if it does not start regaining its market share and accomplish all

their key objectives and goals.

Thus, CityCell needs to become innovative not only in terms of product and

services by also in terms of a reliable and good promotional tactics.

In order to make sales through personal selling, Citycell should improve the

behavioral influences of their salespersons.

At the end, Citycell should measure the effectiveness of the personal selling which

is evaluated against the standards that have been set. If there are some

discrepancies then the company should control it and take necessary steps for

amendments.

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CONCLUSION  

Promotion through personal selling is an essential component to determine organizational

success. It helps companies make people aware of their product and provides the

necessary information to customers to purchase. Promotion allows companies to retain

and attract customers. It builds customer loyalty by giving companies opportunities to

build strong customer-relationships. It helps earn more profits through increase sales and

provides improved customer service.

Citycell (Pacific Bangladesh Telecom Limited) is Bangladesh’s and South Asia’s

pioneering mobile communications company and the only CDMA mobile operator in the

country. Citycell is a customer-driven organization whose mission is to deliver the latest

in advanced telecommunication services to Bangladesh. The company offers a full array

of mobile services for consumers and businesses that are focused on the unique needs of

the Bangladeshi community. Citycell’s growth strategy is to integrate superior customer

service, highest standards of technology, a choice of packages at affordable rates and

some effective promotional activities such as personal selling. Personal selling help

CityCell connect with their customers leading to an increase in their market share

because it shows people that CityCell is always there for the people of Bangladesh

The telecommunication industry of Bangladesh day by day is becoming highly

competitive due to the entrance of new companies as well as the rising demands of

customers. In this time of rising competition, companies need to come up with new

strategies to hold onto their current market share. And CityCell is trying their level best to

do the same by connecting with their valued customers by the means of extensive

promotional activities such as personal selling.

 

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Sources: 

http://www.citycell.com

http://tutor2u.net/business/presentations/marketing/personalselling/default.html 

http://www.answers.com/topic/personal‐selling 

http://sciencecareers.sciencemag.org/career_development/previous_issues/articles/0140/marketing_i_promotion_strategy_and_personal_selling_part_12_of_learnin_s_from_my_mba_series 

http://wiki.answers.com/Q/Disadvantages_of_personal_selling&src=ansTT