study on impact of various media in communicating telecom products and services

8/14/2019 Study on impact of various media in communicating telecom products and services

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ON

Study on impact of various media in

communicating telecom products and services

Special reference to

MTNL, NEW DELHI

Submitted in partial fulfillment of

PGDM

Submitted to: - Submitted

by:

Mr.Sanjeev Kumar Rahul

Sharma

Manager PGDM 2008-

10

(Marketing Task Force)

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PREFACE

A technologist said, The theoretically knowledge reinforced with the practicalwork makes an M.B.A perfect in his field.

Considering this fact in mind my college Institute of Productivity & managementhas made a provision for 8 weeks training for fulfillment for the award of PGDM. Thisperiod is the time for student to go through training under a organization. This is mypractical training report at MTNL, Delhi.

Although real experience comes during the service only, yet it is the little effort tointroduce the practical knowledge. In this report my endeavor has been fro the mattercompact and concise avoiding any unnecessary elaboration.

This report is not only a formality for the award of diploma but it will serve me as areference book in the future

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ACKNOWLEDGEMENT

The project title Study of effectiveness and impact of various media incommunicating telecom products and services has been conducted by me during 4th

May 2009 to 28th June 2009 at MTNL, Delhi. I have completed this project, based onprimary research, under the guidance ofMr. Anshuman Khatua and Mr. Sanjeev

Kumar.

I owe enormous intellectual debt towards my guide Mr. Sanjeev Kumar and Mr.Anshuman Khatua who have augmented my knowledge in the field of Telecom sector.They helped me to learn about the process and giving me valuable insight into thecellular services and organization of MTNL.

I would like to thank to all of them for their guidance and enriching my thought in thisfield from different perspectives.

I would also thank to all respondents without their cooperation my project would have

not been possible.

I would like to thankMr. Sarvjeet Singh (Deputy Director), Prof. V.S.Solanki andMr. Sushant Mittal who guided me.

However, I accept the sole responsibility for any possible errors of omission

and would be extremely grateful to the readers of this project report if they bring such

mistakes to my notice.

Last but not the least, I feel indebted to all those persons & organization who haveprovided helped directly or indirectly in successful completion of this study.

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Deceleration

The summer project Study of effectiveness and impact of various media incommunicating telecom products and services at MTNL, Delhi is the original workby me. This is the property of institute and use of this report without prior permissionof the institute will be considered illegal and actionable.

I hope that this project will be beneficial for the Organization.

Name: - Rahul Sharma

Place: - New Delhi

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Table of Contents

CHAPTER - I ................................................................................................................6

Executive summary .....................................................................................................7Telecom sector in India ...............................................................................................8

Media ....................................................................................................................10ADVERTISING ....................................................................................................11

WHAT IS ADVERTISING? ......................................................................................11IMPORTANCE OF ADVERTISING: ......................................................................12TYPES OF ADVERTISING: ....................................................................................12

PRODUCT-ORIENTED ADVERTISING: ..........................................................13IMAGE ADVERTISING: .....................................................................................13ADVOCACY ADVERTISING: ............................................................................13

CHAPTER - II .............................................................................................................14

Profile of MTNL .......................................................................................................14Mission

To remain market leader in providing world class Telecom and IT related services

at affordable prices and to become a global player............................................... 16Vision ....................................................................................................................16About company .....................................................................................................16Corporate Objectives ............................................................................................17Historical Development .......................................................................................18ORGANIZATIONAL CHART .............................................................................20Financial Condition of MTNL ..............................................................................22

NETWORK INFRASTRUCTURE - GROWTH .................................................23CHAPTER - III ...........................................................................................................24

Objectives of the study ..............................................................................................25

Research Methodology .............................................................................................26Limitations ............................................................................................................30

CHAPTER - IV ...........................................................................................................31

Data interpretation ....................................................................................................32CHAPTER - V .............................................................................................................69

Findings .....................................................................................................................69

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Recommendations .....................................................................................................71Conclusion ................................................................................................................72Bibliography .............................................................................................................73Questionnaire ............................................................................................................74

CHAPTER - I

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Executive summary

We are in the era of entertainment through mobile handsets. Downloading a ring tonewatching your favorite movie of tracking cricket score the list of activity that you cando using your cell phone is endless, and Media plays important role in communicating

telecom products and services.

In this report I have tried to analyze the present scenario of Indian telecom sector the

real aim of the project is to Study on impact of various media in

communicating telecom products and services but many sub objectives arealso included under this project so as to make it comprehensive one.

I complement this with the internal study of the companies history, vision businessareas etc to analyze how well poised the company are to complete or rather just exist

in this market that is proving itself to be the most competitive in post liberalizationIndian economy.

Primary data was collected in which focus group study was conducted to design thecustomer survey questionnaire with a sample size of 200 respondents. This survey was

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conducted in New Delhi; secondary data was collected through websites articles etc.Data thus collected was analyzed and reported.

Telecom sector in India

INTRODUCTION

The telecom industry is one of the fastest growing industries in India. India has nearly200 million telephone lines making it the third largest network in the world afterChina and USA. With a growth rate of 45%, Indian telecom industry has the highestgrowth rate in the world.

Operational land lines were laid by the government near Calcutta (seat of British

power). Telephone services were introduced in India in 1881. In 1883 telephoneservices were merged with the postal system. Indian Radio Telegraph Company (IRT)was formed in 1923. After independence in 1947, all the foreign telecommunicationcompanies were nationalized to form the Posts, Telephone and Telegraph (PTT), amonopoly run by the government's Ministry of Communications. Telecom sector wasconsidered as a strategic service and the government considered it best to bring under

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state's control.

The first wind of reforms in telecommunications sector began to flow in 1980s whenthe private sector was allowed in telecommunications equipment manufacturing. In1985, Department of Telecommunications (DOT) was established. It was an exclusive

provider of domestic and long-distance service that would be its own regulator(separate from the postal system). In 1986, two wholly government-owned companieswere created: the Videsh Sanchar Nigam Limited (VSNL) for internationaltelecommunications and Mahanagar Telephone Nigam Limited (MTNL) for service inmetropolitan areas.

In 1990s, telecommunications sector benefited from the general opening up of theeconomy. Also, examples of telecom revolution in many other countries, whichresulted in better quality of service and lower tariffs, led Indian policy makers toinitiate a change process finally resulting in opening up of telecom services sector forthe private sector. National Telecom Policy (NTP) 1994 was the first attempt to give a

comprehensive roadmap for the Indian telecommunications sector. In 1997, TelecomRegulatory Authority of India (TRAI) was created. TRAI was formed to act as aregulator to facilitate the growth of the telecom sector. New National Telecom Policywas adopted in 1999 and cellular services were also launched in the same year.

Telecommunication sector in India can be divided into two segments: Fixed ServiceProvider (FSPs), and Cellular Services. Fixed line services consist of basic services,national or domestic long distance and international long distance services. The stateoperators (BSNL and MTNL), account for almost 90 per cent of revenues from basicservices. Private sector services are presently available in selective urban areas, andcollectively account for less than 5 per cent of subscriptions. However, privateservices focus on the business/corporate sector, and offer reliable, high- end services,such as leased lines, ISDN, closed user group and videoconferencing.

Cellular services can be further divided into two categories: Global System for MobileCommunications (GSM) and Code Division Multiple Access (CDMA). The GSM

sector is dominated by Airtel, Vodafone-Hutch, and Idea Cellular, while the CDMAsector is dominated by Reliance and Tata Indicom. Opening up of international anddomestic long distance telephony

Services are the major growth drivers for cellular industry. Cellular operators getsubstantial revenue from these services, and compensate them for reduction in tariffson airtime, which along with rental was the main source of revenue. The reduction in

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tariffs for airtime, national long distance, international long distance, and handsetprices has driven demand. History of Indian Telecommunications started in 1851 whenthe first

Media

Media means influence; mainly there are two types of media.

Media industry is very vivid and one of the most versatile industry. Mass media, as itis called theoretically, is one of the most influential industries as it is directlyconnected with the mass audience. Indian media industry has projected size of 7.7billion US$. Moreover, it is estimated to be over 18 billion US$ by 2012.Thetelevision sector has a 42 % share and print media has 30 % share. It is the largest

output by any media industry in the world.

Electronic media

a) TVb) Radioc) Internet etc

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Print Media

a) Newspaperb) Magazinesc) Hoardings

d) Pamphlets etc.

Different companies take help of media for advertising the telecom products andservices. We can deeply study about advertisement.

ADVERTISING

WHAT IS ADVERTISING?

Advertising is a non-personal form of promotion that is delivered through selectedmedia outlets that, under most circumstances, require the marketer to pay for messageplacement. Advertising has long been viewed as a method of mass promotion in that asingle message can reach a large number of people. But, this mass promotionapproach presents problems since many exposed to an advertising message may not be

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within the marketers target market, and thus, may be an inefficient use of promotionalfunds. However, this is changing as new advertising technologies and the emergenceof new media outlets offer more options for targeted advertising.

IMPORTANCE OF ADVERTISING:

Spending on advertising is huge. One often quoted statistic by market research firmZenithOptimedia estimates that worldwide spending on advertising exceeds (US) $400billion. This level of spending supports thousands of companies and millions of jobs.In fact, in many countries most media outlets, such as television, radio andnewspapers, would not be in business without revenue generated through the sale ofadvertising.

While worldwide advertising is an important contributor to economic growth,individual marketing organizations differ on the role advertising plays. For someorganizations little advertising may be done, instead promotional money is spent on

other promotion options such a personal selling through a sales team. For somesmaller companies advertising may consist of occasional advertisement and on a verysmall scale, such as placing small ads in the classified section of a local newspaper.

But most organizations, large and small, that rely on marketing to create customerinterest are engaged in consistent use of advertising to help meet marketingobjectives. This includes regularly developing advertising campaigns, which involvea series of decisions for planning, creating, delivering and evaluating an advertisingeffort. We will cover advertising campaigns in greater detail in our next tutorial.

TYPES OF ADVERTISING:

If you ask most people what is meant by type of advertising, invariably they willrespond by defining it in terms of how it is delivered (e.g., television ad, radio ad,etc.). But in marketing, type of advertising refers to the primary focus of themessage being sent and falls into one of the following four categories:

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PRODUCT-ORIENTED ADVERTISING:

Informationmost advertising spending is directed toward the promotion of a specificgood, service or idea, what we have collectively labeled as an organizations product.In most cases the goal of product advertising is to clearly promote a specific product

to a targeted audience. Marketers can accomplish this in several ways from a low-keyapproach that simply provides basic about a product (informative advertising) toblatant appeals that try to convince customers to purchase a product (persuasiveadvertising) that may include direct comparisons between the marketers product andits competitors offerings (comparative advertising).

IMAGE ADVERTISING:

Image advertising is undertaken primarily to enhance an organizations perceivedimportance to a target market. Image advertising does not focus on specific productsas much as it presents what an organization has to offer. In these types of ads, if

products are mentioned it is within the context of what we do rather than a messagetouting the benefits of a specific product. Image advertising is often used in situationswhere an organization needs to educate the targeted audience on some issue. Forinstance, image advertising may be used in situations where a merger has occurredbetween two companies and the newly formed company has taken on a new name, orif a company has received recent negative publicity and the company wants to let themarket know that they are about much more than this one issue.

ADVOCACY ADVERTISING:

Organizations also use advertising to send a message intended to influence a targetedaudience. In most cases there is an underlying benefit sought by an organization whenthey engage in advocacy advertising. For instance, an organization may take a standon a political issue which they feel could negatively impact the organization and willtarget advertisements to voice their position on the issue.

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CHAPTER - II

Profile of MTNL

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Transparency Makes Us Different

MAHANAGAR TELEPHONE NIGAM

LIMITED

STUDY ON IMPACT OF VARIOUS MEDIA IN COMMUNICATING

TELECOM PRODUCTS AND SERVICES

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Mission

To remain market leader in providing world class Telecom and IT related services ataffordable prices and to become a global player.

Vision

Become a total solution provider company and to provide world class telecomservices at affordable prices.

Become a global telecom company and to find a place in the Fortune 500companies.

Become the largest provider of private networks and leased lines.

Venture into other areas in India and abroad on the strength of our corecompetency.

About company

MTNL was set up on 1st April, 1986 by the Government of India to upgradethe quality of telecom services, expand the telecom network, and introducenew services and to raise revenue for telecom development needs of India'skey metros Delhi, the political capital and Mumbai, the business capital ofIndia. In the past 23 years, the company has taken rapid strides to emerge asIndia's leading and one of Asia's largest telecom operating companies. Besideshaving a strong financial base, MTNL has achieved a customer base of8.06million as on 31st March 2009.

The company has also been in the forefront of technology induction byconverting 100% of its telephone exchange network into the state-of-the-artdigital mode.

The Govt. of India currently holds 56.25% stake in the company.

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Corporate Objectives

To expand customer base and services.

To provide latest technology and services to the customers, ataffordable prices.

To achieve the highest level of customer satisfaction and delight.

To achieve the highest level of customer satisfaction and delight.

To provide convergence of Telecom, Information Technology andrelated services.

To improve productivity by training and redeployment of man-power.

To work for social benefits

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Historical Development

1911 Establishment of Delhi telephones system with manual exchange

1926 Opening if 1st automatic exchange (Lothian exchange)

1937 Opening of Connaught Place exchange.

1945 First Manual Trunk exchange opened.

1950 Opening of Cantt exchange

1953 Tiz Hazari Exchange (Lothian exchange ceased working) commissioned.

1955 Secretariat exchange commissioned

1958 Karol Bagh exchange (SXS) commissioned.

1961 Jor Bagh exchange (SXS) commissioned.

1961 Shahadara exchange (SXS) commissioned.

1962 Opening of First STC service to Agra.

1963 Delhi Gate (27) exchange commissioned.1964 Delhi telephone crosses 50,000 lines.

1966Opening of exchanges at Nangloi, Narela, Najafgarh, Bahadurgarh andBallabgarh.

1967 Rajpath (38) exchange commissioned

19681st X-Bar exchange (KB58) commissioned. X-Bar exchange (JB62)commissioned

1969 Trunk automatic exchange (TAX) commissioned

1970 Okhla X-Bar exchange commissioned.

1972 Opening of Idgah-I (51) Strowger exchange.

1972X-Bar (31) Janpath-I exchange commissioned. Delhi telephones crosses 1 laclines.

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1973 Opening of X-Bar (67) Chanakya Puri exchange.

1975X-Bar Janpath-IV (34) exchange commissioned. X-Bar Shahdara East (20)exchange commissioned.

1976 Shakti Nagar (74) exchange commissioned. Idgah-II (52) X-Bar exchangeinaugurated by Mr. Fakhuriddin Ali Ahmed, President of India, on 28.8.76 andpresided over by Mr. S.D. Sharma (Minister of Communications).Opening of Shahdara East (20) Extension-I, X-Bar exchange on 31.8.76. Itwas inaugurated by Mr. H.K.L Bhagat (Minister of State for Works &Housing) and Mr. S.D. Sharma (Minister of Communications).Opening of Hauz Khas (65) X-Bar exchange on 18.10.76. It was inauguratedby Mr. S.D. Sharma (Minister of Communications) and presided over by MrRadha Raman (Chief Executive Councillor, Delhi).

1977 Opening of STD Service to Indore and Ambala on 5.10.77 by Mr. Brij LalVerma (Minister of Communications).

1978 Opening of Rajouri Garden-I (59) X-Bar exchange in Feb 78Opening of Hauz Khas -II (66) X-Bar exchange on 15.2.78, by Mr Brij LalVerma (Minister of Communications).Opening of Janpath-V (35) X-Bar exchange.Opening of Nehru Place (68) Strowger exchange on 4.11.78 by Mr Brij LalVerma (Minister of Communications) and presided over by Mr R.K. Gupta(Mayor of Delhi).

1986 Creation of Mahanagar Telephones Nigam Limited

1986 First digital exchange world technology brought to India

1987 Largle Scale introduction of push button telephone made dialling easier.

1988 Phone Plus services multiplied benefits to telephone users.

1992 Voice Mail Service Introduced

1996 ISDN services introduced

1997 Wireless in Local loop introduced

1999 Internet services introduced.

2000 Millennium Telecom Limited, a wholly owned subsidiary of MTNL is born

2001 Launched GSM Cellular Mobile service under the brand name DolphinLaunched WLL Mobile services under the brand name Garuda.The company listed at New York stock exchange(NYSE)United telecom ltd.,MTNL Joint venture in Nepal,for providing WLL basedservices in Nepal became operational.

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CLI based Internet express services introduced.

2002 Launched pre-paid GSM Mobile services under the brand name Trump. Emailon PSTN lines introduced under the brand name mtnlmail.

2003 Introduced CDMA 1x 2000 Technology under the brand name Garuda 1-x.Introduced pilot project of ADSL based Broadband services. IntroducedVirtual Phone services. Mahanagar Telephone Mauritius Ltd. bagged secondoperator license in Mauritius.

2004 Expanded GSM & CDMA capacity by 800,000 lines each (total 1.6 millionlines expanded) STD/ISD rates slashed by almost 60%. MTNL subsidiaryMTML obtained license to provide fixed, mobile & ILD services in Mauritius.Launched Wi-Fi & digital certification services. State of the art training centreCETTM commissioned.

2005 Leading market in GSM customer additions. Launched broadband services

under the brand name TRI BAND. Floated tender for 1 million 3G GSMlines.

ORGANIZATIONAL CHART

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Designation Name Phone

CMD Mr. R.S.P.Sinha 11-23719020

Dir.(Human Resources) Mr.S.P.Pachauri 11-23319501

Dir.(Finance) Ms. Anita Soni 11-23321095Dir.(Technical) Mr. Kuldip Singh 11-23315931

Executive Director,MTNL-Delhi

Mr. S.M.Talwar 11-23325544, 23318181

Executive Director,MTNL-Mumbai

Mr. J.Gopal 22-24371900, 24377070

Jt. Secretary, DOT Mr.J.S.Deepak 011-23717411

DDG (FEB), DOT Smt Anuradha JoshiDurgapal

011-23372085

Part time Director Dr. S. Balasubramanian 044-26442261

Company Secretary Mr. S.R.Sayal 11-23327225

Part time Director Smt.Usha Sahajpal 11-26030258

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Financial Condition of MTNL

Financial Operations

Disinvestment/GDR/ADR Telephone Bonds Capital Expenditure

The following operations have reinforced and strengthened MTNL.s resource base:

Disinvestment / Global Depository Receipts

MTNL is amongst the foremost public sector undertakings in India in terms ofdivestiture / GDR of the equity by Govt. of India. Govt. of India has disinvested

approximately 275.63 million shares (including 70 million shares through GDR) upto31.3.2004. MTNL.s outstanding shares as on 31.3.2004 were 630 million (including30 million shares GDR) out of which Govt. of India owned 354.37 million shares(56.25% approximately). The MTNL.s share has been listed at the Stock Exchanges ofMumbai, Delhi, Chennai, Calcutta & National Stock Exchange.

MTNL was listed at the New York Stock Exchange on 6.11.2001, one more

connection that brings more transparency in its operation.

The companys equities are considered as an excellent buy globally by ForeignInstitutional Investors, All-India Financial Institutions, Research Analysts, Merchant

Bankers etc.

Shareholding and Dividend

MTNL.s paid up Capital is Rs.6300 millions and the Govt. of India currently holds56.25% stake in the company. The company has been consistently paying dividend onthe paid up share capital of Rs.6300 millions for last many years. Final dividend of40%(including 30% interim dividend) is declared for the financial year 2005-06.

Capital Expenditure

The capital expenditure during 2005-006 was Rs 6.92 billion* as against Rs.9.98billion in 2004-05 and the capital expenditure for both the years was fully met byinternal resources. Assets have risen from Rs.9.79 billion in the year 1986-87 to Rs.146.99* billion in the year 2005-06.

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NETWORK INFRASTRUCTURE - GROWTH

MTNL as a company, over the last twenty three years, grew rapidly by modernizingthe network through induction of State-of-the-art technologies and adopting acustomer friendly approach.

1986 2009

1.No of exchanges 114 558

2.Equipped capacity (Millions) 0.88 10.72

3.Subscriber base (Millions) 0.75 8.06

i) Basic Wire line & CDMA Fixed (Millions) 0.75 3.69

ii) CDMA-Mobile (Millions) - 0.10

iii) GSM Cellular (Millions) - 4.184.Internet (Millions) - 1.43

5.Broadband (Millions) - 0.70

6.Public Call Offices (Local and Long Distance)(Millions)

10,593 0.21

7.No of stations on Long Distance Network 264 39,303

8.No of countries connected overseas on ISD 11 243

9.Digitalization of exchange network Nil 100%

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CHAPTER - III

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Objectives of the study

To know the impact of various media on different age group

people.

To study the impact and effect of various media in

communicating telecom products and services.

To know that which kind of media is more effective among

customer to communicate telecom products and services.

To study the impact of media on buying behavior of telecom

customer

To study the impact of celebrity in ads of telecom products and

services

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Research Methodology

Marketing research

Definition of marketing research is approved by the board of the American MarketingAssociation (AMA) is:

Marketing research is the functions which links the customer and public to marketerthrough information used to identity and define marketing Opportunities and problems; generate define and evaluate, marketing Actions, monitor marketingperformance, and improve understanding of

Marketing as a process.

Simply, marketing research is the systematic design, collection, analysis and reportingof the data findings relevant to a specific marketing situation facing the company.Careful planning through all stages of the research is a necessity.

Objectivity in research is all- important. The heart of the scientific method is theobjective gathering and analysis of the information.

The function of marketing research within a company is to provide the information

and analytical inputs necessary for effective.

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Steps in Marketing Research Process

Marketing Research Process can be carried out through the following steps:

Define the problem and research objectives

Develop the research plan

Collect the information

Analysis and interpretations

Present the findings

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1. RESEARCH DESIGN

A research design is the arrangement of conditions for collection and analysis of datain a manner that aims to combine relevance to the research purpose with economy inprocedure.

In this research, I have used DESCRIPTIVE RESEARCHDESIGN.

2.SAMPLE DESIGN

a. Geographical area:-

Delhi.

b. Sample size:-

I have taken 200 as a sample size.

c. Sample technique:-

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As far as the sample technique was concerned I followed

Random sampling method.

DATA SOURCE:-

Primary data

Secondary data

Primary data:-It is the first hand information collected directly from customer.

The primary data are those, which are collected fresh and for the first time.

Techniques which I have used for collecting primary data those are following.

Survey methoda) Questionnaireb) Interview method

Secondary Data: - Sources of secondary data were collected through

Internet

Journals

Newspaper

Database available in the library, catalogues and presentations

The data collected from respondents was processed in following manner.

1) Tabulation

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2) Graphical presentation3) Interpretation

TYPES OF QUESTIONS:

DICHOTOMOUS:

This type of questions have only two type of answer, yes or no. true or false etc.

MULTIPLE CHOICE QUESTIONS:

In the case of multiple choice question the respondents is offered two or more choices.The researcher exhausts all the possible choices and the respondent has to indicatewhich one is applicable in this case.

Limitations

Nothingis perfect in the world; the project has the limitations of its own that areexpected to influence the final findings of the survey to a certain degree

These various limitations are listed as below

The respondents were under the influence of questioning process. Behavior of respondents was different in formal environment than in informal

environment.

Time availability with the respondents and interest of respondents in filling theforms played an important role in deciding the quality and biasness of theirreply

Time constraint played an important role in restraining surveyors from pressing allrecommendations in a comprehensive manner.

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CHAPTER - IV

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Data interpretation

Total No of People = 200

Age No. of People

Below 20 26

21 to 35 93

36 to 50 55

Above 50 26

Total 200

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People of different age who took part

in survey

13%

46%

28%

13%Below 20

21 to 35

36 to 50

Above 50

Total 200 people were involved in survey of different age segment.

Q1. Are you using any telecom product or services?

Age Yes No

Below 20 24 2

21 to 35 91 2

36 to 50 55 0

Above 50 23 3

Total 193 7

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People using telecom Products

96%

4%

Yes

No

Interpretation: - This is analysis of 200 people. 96 % people uses telecom prouctsand services while only 4% people doesnt use these services.

Q2. Which service you are using?

Age Mobile Landline Internet

Below 20 22 4 10

21 to 35 90 6 43

36 to 50 52 8 12

Above 50 20 7 3

Total 184 25 68

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People using different services

Mobile

66%

Landline

9%

Internet

25%

Mobile

Landline

Internet

Interpretation:- From the above pie chart, it shows that 58% people uses mobileservices only after that 27 % people use internet with mobile, After coming mobile in

the reach of common man landline is becoming obsolete in new scenario.

Below 20 years

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Mobile

61%Landline

11%

Internet

28%

Mobile

Landline

Internet

21 to 35 years


Mobile

65%Landline

4%

Internet

31%Mobile

Landline

Internet

36 to 50 years

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Mobile

72%

Landline

11%

Internet

17%

Mobile

Landline

Internet

Above 50 years


Mobile

67%

Landline

23%

Internet

10%

Mobile

LandlineInternet

Interpretation: - In every segment mobile is the first choice for people. 61%, 65%,72% and 67% for below 20 years, 21 to 35 years, 36 to 50 years and above 50 years

respectively is the use of mobile.

Q3. Which companys service you are using?

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Age Airtel MTNL Idea Reliance Tata VodafoneBelow 20 12 7 9 8 4 721 to 35 19 10 14 6 4 4336 to 50 9 11 16 8 5 9

Above 50 9 8 3 8 5 7Total 49 36 42 30 18 66

36

42

49

66

30

18

0

10

20

30

40

50

60

70

Peopel using different company's services

Series1

Series1 36 42 49 66 30 18

MTNL Idea Airtel Vodafone Reliance Tata

Interpretation: -This is analysis of 200 people in Delhi region. The highest no. ofusers were found of Vodafone company then Airtel comes at second place. MTNL had36 users.

Q4. Through which media do you get more information about

telecom

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products or services?

Age TV Newspaper Internet RadioBelow 20 19 6 2 121 to 35

82 16 7 136 to 50 46 14 8 1Above 50 21 9 0 3Total 168 45 17 56

Media servies

TV

58%Newspaper

16%

Internet

6%

Radio

20%TV

Newspaper

Internet

Radio

Interpretation: - TV has 65% share in spreading the information of telecom productsand services after that newspaper comes at second place with 12% share. Rests ofthem have very less share in this.

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Below 20 years

Media servies

TV

68%

Newspaper

21%

Internet

7%

Radio

4%

TV

Newspaper

Internet

Radio

21 to 35

Media servies

TV

77%

Newspaper

15%

Internet

7%

Radio

1%

TV

Newspaper

Internet

Radio

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Media Services

73%

9%1%

7%9% 1%

Tv

Newspaper

Interent

Tv & Internet

Tv & Newspaper

Tv & Radio

36 to 50

Media servies

TV

67%

Newspaper

20%

Internet

12%

Radio1%

TV

Newspaper

Internet

Radio

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Above 50 years

Media servies

TV

64%

Newspaper

27%

Internet

0%

Radio

9%

TV

Newspaper

Internet

Radio

Interpretation: - In every age group TV is leading with 62%, 73%, 57% and 54%

forbelow 20 years, 21 to 35 years, 36 to 50 years and above 50 years respectively. Itshows that the age group of 21 to 35 is more influenced by others.

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Q5. You are going to purchase a mobile of certain features and same

time you find an advertisement of mobile of same features, whatwill you do?

Age Certainly ignore I can enquire Cant say

Below 20 8 75 10

21 to 35 3 19 4

36 to 50 9 44 2

Above 50 5 14 7

Total 15 152 23

Different opinion

13%

75%

12%Certainly ignore

Yes, I can enquire

Cant say

Interpretation: - Fromabove pie chart It shows that media influence the buyingbehaviour of telecom customer. 75% of people say that they can enquire the product

which they find in advertisement in different kind of media.

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Below 20 years

Different opinion

12%

73%

15%

Certainly ignore

I can enquire

Can't say

21 to 35 years

Different opinion

9%

80%

11%Certainly ignore

Yes, I can enquire

Cant say

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36 to 50 years

Different opinion

16%

80%

4%

Certainly ignore

I can enquire

Can't say

Above 50 years

Different opinion

19%

54%

27%

Certainly ignore

I can enquire

Can't say

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Interpretation: -The age group of below 20, 21 to 35 and 36 to 50 are veryinfluenced by media. These all three group can think again on their decision with 73%,80% and 80% respectively, while the age group of above 50 years is less influenced bymedia.

\

Q6. If you come to know about any new telecom product or service

through media, do you discuss the same with others?

Age Yes, Sometimes Yes, Always No, Never Cant say

Below 20 10 12 1 3

21 to 35 35 33 11 14

36 to 50 30 15 9 1

Above 50 13 2 5 6Total 87 61 26 24

44%

31%

13%

12% Yes, Somtimmes

Yes, AlwaysNo, Never

Cant say

Interpretation: - This is the analysis of 200 people. Out of them 44% people agreethat sometimes the discuss the telecom products and services with others which theyfind in different kind of media services while 31% people always discuss with others.Only 12% people never discuss with others.

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Below 20 years

38%

46%

4%12%

Yes, Sometime

Yes, Always

No, Never

Can't say

21 to 35 years

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38%

35%

12%

15% Yes, Somtimmes

Yes, Always

No, Never

Cant say

36 to 50 years

55%27%

16% 2%

Yes, Sometime

Yes, Always

No, Never

Can't say

Above 50 years

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50%

8%

19%

23%Yes, Sometime

Yes, Always

No, Never

Can't say

Interpretation: - From above charts we can see that the age group of below 20 yearsis more influenced by different kind of media, 84% of them discuss with others whatthey find in media about telecom products and services.

Q7. Which kind of media do you use?

Age TV Radio Newspaper Magazines Hoardings OthersBelow 20 26 11 8 2 4 821 to 35 78 49 52 23 39 4936 to 50 49 35 34 17 24 22Above 50 24 17 22 7 6 8Total 177 112 116 49 73 87

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177

112

116

49

73

87

0 50 100 150 200

TV

Radio

Newspaper

Magazines

HoardingsOthers

Kindofme

Media used by people

Series1

Interpretation: - This is the analysis of 200 hundred people, out of them 177 peopleuse TV, 116 people use Newspaper, 112 people use radio. From above graph we cansay mostly people use TV.

Below 20 years

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26

11

8

2

4

8

0 5 10 15 20 25 30

TV

Radio

Newspaper

Magazines

Hoardings

Others

No.ofpeop


Series1

21 to 35 years

78

49

52

23

39

49

0 20 40 60 80

TV

Radio

Newspaper

Magazines

Hoardings

Others

No.ofpeo

pl


Series1

36 to 50 years

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49

35

34

17

24

22

0 10 20 30 40 50

TV

Radio

Newspaper

Magazines

Hoardings

Others

No.ofpeopl


Series1

Above 50 years

24

17

22

7

6

8

0 5 10 15 20 25

TV

Radio

Newspaper

Magazines

Hoardings

Others

No.ofpeo

p


Series1

Interpretation: - From above graphs we can say TV is used by all age group of

people whether they belong to below 20 years or they belong to above 50 years.

Q8. With which kind of media do you mostly spend your time?

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Age TV Newspaper Radio Magazines Hoardings Others

Below 20 21 1 2 0 0 2

21 to 35 58 27 8 0 0 0

36 to 50 34 14 3 2 2 0

Above 50 12 6 4 2 2 0Total 125 48 17 4 4 2

People spend their most time on

62%

24%

9% 2%2%1% TV

RadioNewspaper

Magazines

Hoardings

Others

Interpretation: - From the above pie chart we can say TV is the first choice of people

for spending their time, 62% people spend their most time with TV and Newspaperhas second place.

Below 20 years

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80%

8%

4%

0%

0%

8% TV

Radio

Newspaper

Magazines

Hoardings

Others (Interent)

36 to 50 years


62%4%

25%

4%

0%

5% TV

Radio

Newspaper

Magazines

Hoardings

Others (Interent)

Above 50 years

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46%

8%

38%

4%

0%

4%

TV

Radio

Newspaper

Magazines

Hoardings

Others (Interent)

Interpretation: - Fromabove pie charts we can come to know that the age group ofbelow 20 years watch more TV, 80% of them watch TV as compare to different kindof media and above 50 age group spend less time on TV as compare to below 50 yearspeople

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Q9. Can you recall any advertisement of telecom product or service?

Age Yes NoBelow 20

23 321 to 35 86 736 to 50 45 10Above 50 9 17Total 163 37

Can u recall an advertisment?

81%

19%

Yes

No

Interpretation: - Thispie chart shows that 81% people can recall an advertisement oftelecom products and services. It means advertisement has good impact on people.

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Below 20 years


Yes

88%

No

12%

Yes

No

21 to 35 years


92%

8%

Yes

No

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Q10. Which companys advertisement was that?

Age Airtel MTNL Idea Reliance Vodafone Tata

Below 20 5 4 7 2 2 3

21 to 35 19 10 14 6 43 4

36 to 50 11 5 16 5 6 2

Above 50 3 2 3 1 0 0

Total 38 21 40 14 51 9

Company's Ad

22%

12%

23%8%

30%

5%Airtel

MTNL

Idea

Reliance

Vodafone

Tata

Interpretation: -Thispie chart shows that Vodafone advertisements are more popularamong people than other advertisements, it has30% share among other advertisements.

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Below 20 years

Company's Ad

22%

17%

30%

9%

9%

13%Airtel

MTNL

IdeaReliance

Vodafone

Tata

21 to 35 years

Company's Ad

20%

10%

15%

6%

45%

4%Airtel

MTNL

Idea

Reliance

Vodafone

Tata

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36 to 50 years

Company's Ad

24%

11%

37%

11%

13% 4%Airtel

MTNLIdea

Reliance

Vodafone

Tata

Above 50 years

Company's Ad

34%

22%

33%

11% 0%0%Airtel

MTNL

Idea

Reliance

Vodafone

Tata

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Q11. Through which type of media you come to know about thatadvertisement?

Age TV Radio Newspaper Hoardings Magazines Others

Below 20 22 0 0 1 0 0

21 to 35 81 0 6 0 0 0

36 to 50 39 2 2 2 0 0

Above 50 5 0 3 1 0 0

Total 147 2 11 4 0 0

90%

7%

1%

0%

2%

0%

Tv

Newspaper

Radio

Magzines

HoardingsOthers

Interpretation: - From the above pie chart we can clearly say that TV is morepopular among people in watching advertisements of telecom products and services. It

has 90% part among other types of media then News paper comes at second placewith 7 % share only.

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Below 20 years

96%

0%

0%

0%

4%

0%

Tv

Newspaper

RadioMagzines

Hoardings

Others

21- 35 years

93%

7%

0%

0%

0%

0%

Tv

Newspaper

Radio

Magzines

Hoardings

Others

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36 to 50 years

88%

4%

4%

0%

4%

0%

Tv

NewspaperRadio

Magzines

Hoardings

Others

Above 50 years

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56%33%

0%

0%

11%

0% TvNewspaper

Radio

Magzines

Hoardings

Others

c

Q12. Was there any celebrity in that advertisement?

Age Yes NoBelow 20 14 921 to 35 47 4636 to 50 30 15

Above 50 3 6Total 94 76

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Advertisment with celebrity

56%

44%Yes

No

Interpretation: - Thereis a great impact of celebrity in ads, 56% people recalled anads with celebrity while only 44% people could not recalled an ads without celebrity.People have remembered an ad by the name of celebrity.

Below 20 years

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61%

39%Yes

No

21 35 years


51%

49% Yes

No

36 to 50 years

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67%

33%

Yes

No

Above 50 years


33%

67%

Yes

No

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CHAPTER - V

Findings

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1) People with the age group of 21 35 are more influenced by TV than othermedia services.

2) Media influenced the buying behavior of telecom customer, 75% people saysthat they can think again on their purchase decision before going market whilepeople with age group of above 50 years are less influenced by media, only54% people say that they will think again on their decision.

3) People below 20 years are more influenced by different kind of media, 84% ofthem discuss new telecom products and services with others what they see inadvertisement of telecom products and services.

4) TV is the first choice of people for spending their most time as compare todifferent kind of media, 62% people spend their most time with TV.

5) Below 20 years people spend most time with TV, 80 % of them prefer TV tospend their time as compare to other age group people and above 50 years

peoples percentage is less as compare to other age group people.6) There is great impact of TV ads on people, TV has 90% share among all typesof media in watching ads by people.

7) Newspaper ads are mostly seen by old people, Above 50 years age peoplewho can recall ads, 35% people of them have remembered ads of newspaper.

8) There are lots of telecom services ads which are more popular among peopleFor example :-

What an idea sir ji Idea ad

JU JU ad - Vodafone

Reliance GSM ad

Vodafone chota recharge ad

9) People have remembered ads by the name of celebrity or characterFor example:-

Ju Ju ad of Vodafone

Hritik Roshan ad of Reliance GSM

Sharukh ad of Airtel

Kajol ad of Tata Indicom

Abhishek Bachan ad of Idea

10) People find tariff ads mostly in newspaper, Newspaper ads are given for

particulartariffs and plans which are applied in particular region.

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Recommendations

There are lots of radio listeners in Delhi and NCR of more than 10 radios FMSo telecom companies should focus on fm radio in communicating telecomproducts and services.

Any information advertisement of youth plan or tariff plan should be publishedin newspaper because after TV, Newspaper is read by most people

Telecom companies should focus on advertisement endorsed by celebritiesbecause people are more influenced by celebrity ads.

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Conclusion

Thereis great role of media in communicating telecom products and services. TV hasemerged as a more effective source of communicating telecom products and services.Media affects the buying behavior of telecom customer and celebrity ads areremembered by people for long time. People discuss with others the ads which theywatch on TV.

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Bibliography

Primary data sources:-

Respondents who filled questionnaires

My subject guide and other staff of MTNL

Secondary data sources:-

Literatures of MTNL.

Marketing management by Philip Kotler.

Website:-

http://delhi.mtnl.net.in

www.mtnldelhi.in

www.google.co.in

73
http://delhi.mtnl.net.in/http://www.mtnldelhi.in/http://www.google.co.in/http://delhi.mtnl.net.in/http://www.mtnldelhi.in/http://www.google.co.in/


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Questionnaire

This survey is being conducted for research project only; your co-

operation will be highly appreciated.

1. Are you using any telecom product or services?

(a) Yes 93 (b) No 2

If yes

2. Which service you are using? (Multi choice)

(a) Mobile (b) Landline (c) Internet

(d) Any other (please mention)

3. Which companys service you are using?

Ans.

4. Through which media do you get more information about telecom

Products or services? (Multi choice)

(a) TV (b) Radio (c) News paper

(d) Magazines (e) Hoardings (f) Others

5. You are going to purchase a mobile of certain features and same

time

you find an advertisement of mobile of same features, what will

you do?

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(a) I will certainly ignore.

(b) I can inquiry about that product in market that may be

useful

for me.

(c) Cant say

6. If you come to know about any new telecom product or service

through media, do you discuss the same with others?

(a) Yes, sometimes I discuss with others

(b) Yes, I always discuss with others

(c) No, I never discuss with others

(d) Cant say

7. Which kind of media do you use? (Multi choice)


(d) Magazines (e) Hoardings (f) others (please mention)

8. With which service of media do you spend your most time?



9. Can you recall any advertisement of telecom product or service?

(a) Yes (b) No

If yes please mention

10. Which companys advertisement was that?

Ans.

11. Through which type of media you come to know about that

advertisement?



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12. Was there any celebrity in that advertisement?

(a)Yes (b) No

If yes who was he/she.

Your Name ..

Age: (a) Below 20 yrs (b) 21 - 35 yrs (c) 36 50 yrs

(d) Above 50 yrs

Contact No...

study on impact of various media in communicating telecom products and services

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