Description
In telephony, ringdown is a method of signaling an operator in which telephone ringing current is sent over the line to operate a lamp or cause the operation of a self-locking relay known as a drop. Ringdown (a) is used in manual operation, as distinguished from dialing, (b) uses a continuous or pulsed ac signal transmitted over the line
Introduction to the product industry (TELECOM INDUSTRY)
The Indian telecommunication industry is one of the fastest growing industry in the world. According to the telecom regulatory authority of India (TRAI), the number of telephone subscriber base in the country reached 653.92 million as on May 31, 2010, an increase of 2.49% from 638.05 million in April, 2010. The booming telecom market has been attracting huge amount of investment which is likely to accelerate the entry of new players and launch of new services. Substantial economic growth and mounting population enable rapid growth of this industry. A number of research works are being carried out all over the world to improve the quality and speed of transmission. Research works are also done on the bases of user’s needs. The objective of the research is to provide quality and affordable service to the consumer. Market potentialities of the world telecommunications industry The world telecommunication market is expected to rise at an 11% annual growth rate at the end of the year 2010.
HISTORY OF TELEPHONE
INVENTION OF TELEPHONE: 10th March,1876 In the 1870s, two inventors ELISHA GRAY and ALEXANDER GRAHAM BELL both independently designed devices that could transmit speech electrically(the telephone). Both men rushed their respective designs to the patent office within hours of each other, ALEXANDER GRAHAM BELL patented his telephone first. ELISHA GRAY and ALEXANDER GRAHAM BELL entered into a famous legal battle over the invention of the telephone, which BELL won. The telephone is the device that is used to transmit and receive sound, most commonly speech between two people. It has become one of the most common household items today. Most of the telephones operate by transmitting electric signals over some kind of network. The telephone network allows phone user to communicate with the other party. It still remains a mystery as to who discovered the electric telephone. Great inventors like INNOCENZO MANZETTI, ANTONIO MEUCCI, JOHANN PHILIPP REIS, ELISHA GRAY, ALEXANDER GRAHAM BELL and THOMAS EDISON have all been credited with the pioneer work on the telephone. Before the actual electric telephone was discovered there were mechanical devices that used to transmit spoken words over a distance.
HISTORY OF ‘BEETEL’
Beetel Teletech Limited comes from the Bharti Enterprises Group, founded in 1976, by Sunil Mittal. Being the market leader in manufacturing and distributing landline phones in India, it has committed to provide an excellent customer experience through world class service for the end customers and the channel. It is proud to be a major sales and distribution organisation dealing with technology products in industries such as telecom, memory and latest technology. COMPANY’S STORY SO FAR The first Indian company to manufacture and pioneer electronic push button telephones under the BEETEL brand name “BEETEL TELETECH”, promoted by Sunil Bharti Mittal and Rakesh Bharti was incorporated on July 29, 1985 at New Delhi. In an extraordinary span of just 10 years, the company become the largest manufacturer of telephones in INDIA. Around the same time it started setting up the retail channel for BEETEL branded phones and other products. In 2005 it is tied up with Motorola to distribute their network of channel partners for distribution of mobile phones. VISION ? Enabling technology to reach masses ? Technology – Telecom, information, media ? Reach, creating and leveraging the distribution strength and scale across INDIA. ? Masses – Serving the large masses of the Indian customers MISSION To become INDIA’S finest sales and distribution company by 2015. Building a boundary less distribution scale across INDIA delivering profitable growth and success to other partners making BEETEL a loved, trusted and aspirational brand of INDIAN customers ensuring performance driven and satisfied eco system of its people, partners and customers.
MILESTONES ? ? ? ? ? ? Push button phones in 1985. Answering phone/machines in 1989. Cordless phones and fax machines in 1993. CLI phones in 2010. Phones with SMS facilities in 2003. Integrated players to launch free to Air –set top boxes in 2004. ? Phones with FM radio in 2007. GLOBAL PORTFOLIO BEETEL, one of the largest manufacturer of landline phones in INDIA is amongst the leading telecommunication equipment provider across the globe. Its products and solutions have been developed in over 35 countries and over 5 continents. It shares pride of being associated with the leading telecom operators and biggest brand in the OEM space. It has its strength as customisation of products with a quick turnaround time which is well established by the telecom operator approval as well as regional approvals like CE – Europe, North - ICASA South Africa, CNG – Argentina, MIC – Korea etc with strong R & D focus, we had been able to lead the technology curve in the Telecom industry. BEETEL is continuously striving for long lasting relationship with its customers by offering latest technology products and solutions at the most competitive prices. AWARDS AND RECOGNITION Best loyal Exporter – 2010 – given by Export Credit Guarantee Corporation of INDIA Ltd. Manufacturing Business of the year medium category – given by National Awards for Small Business & Entrepreneurship. VAR India Star Night Award 2010 given by VAR India. Voice & Data Awards – 2002-03, 2003-04, 2005-06,2006-07 Golden Peacock Awards – 2004, 2005, 2006, 2007 ESC Awards – 2001-02, 2002-03, 2003-04, 2004-05, 2005-06.
Competitive Scenario
Beetel faces stiff competition from Panasonic, Orpat, BPL . Following is the competitive scenario of these companies.
(1)Panasonic
Panasonic Corporation ( PC), formerly known as Matsushita Electric Industrial Co., Ltd is a Japanese multinational consumer electronics corporation headquartered in Kadoma, Osaka, Japan. Its main business is in electronics manufacturing and it produces products under a variety of names including Panasonic and Technics.The company was founded on March 13, 1918 by Konosuke Matsushita. Since its founding in 1918, it has grown to become the largest Japanese electronics producer. In addition to electronics, Panasonic offers nonelectronic products and services such as home renovation services. Panasonic was ranked the 89th-largest company in the world in 2009 by the Forbes Global 2000 and is among the Worldwide Top 20 Semiconductor Sales Leaders. It has various brands like Panasonic, which excels itself in Home appliances, Personal Electronics, Audio/video Equipments, micro chips etc This highly diversified company produces a variety of products like Televisions,LCD projectors, Digital camera, DVD player, DVD recorder tape recorder, and a variety of home appliances like blender, juicer, Microwave oven,coffee maker, vaccum cleaner, washer and dryer. It does lags behind in personal and body care and provides awide range of products like Electric shaver, hair dryer, massage chair and ofcourse in telephone instruments like basic and cordless phones. It excels itself in the field of Technology like notebook computers, printers, batteries and video games. In the year 2010 the revenue of the company was us $ 79.388 billion. Today it stands as major competitor for Beetel.
(2) Orpat
ORPAT is a group of companies based in the state of Gujarat, India with its wide national and international presence. The company is involved in manufacturing a wide range of well diversified products. ORPAT, with its continuous endeavors has developed a state of art manufacturing plant with its strong R&D team, continuously involved in achieving innovations for its products and process. The corporate has a strong credence in delivering values in terms of innovation and excellence to the world. The man behind the success story SHRI ODHAVJIBHAI R. PATEL started the group with a small team and limited offerings which today is a well branded corporate having a huge human capital of more than 2250 people and a wide range of product portfolio with maximum dot presence in Indian and global map. ORPAT today has around 220 depot and 50000 retailers to reach Indian market and has successfully attained reach over 45 countries across the globe. Being an ISO-9002 & 14001 Certified Company, it assures quality process, quality management systems and quality products. Quality Control and Quality Assurance processes are well designed to ensure superior quality products. Packaging processes are also so well designed to ensure scratch free delivery to the end users. The company excels itself in manufacturing of Wall-clocks like wooden clocks, pendulum clocks, office clocks, sweep clocks, fancy clocks melody clocks picture clocks and simple clocks. The company also produces a variety of products like calculators both simple and scientific, alarm clocks educational toys and most dominantly telephones. Here are some pictures of products of company.
(3)BPL
BPL Telecom Pvt. Ltd is a manufacturer company,based on India. It’s Headquarters are in Bangalore.The Company mainly excels in markets of South East Asia with 501-1000 Employee strength.The R &D staff includes 21-30 people dedicated towards innovation. In 2010 total annual sales volume was us $ 10 million to US $ 50 million. Though it is not a major competitor of BEETEL but may come up with dangerous competition in near future. Here are some models of telephones of BPL.
CHAIRMAN'S MESSAGE
Rakesh Bharti Mittal
Dear Friends, Welcome to Beetel Teletech Limited, a company that is committed to bringing the best technology to your home at an affordable price. Beetel has been a pioneer in telecom technology, known for innovative products that have delighted customers. We are proud to say that every second household with a landline phone uses a Beetel. Our products are not only sold in India, but in over 35 countries across the world. We have also entered into distribution for smart phones (top-of-the-line basic, feature and cordless), free-to-air set top boxes, memory devices, audio & video conferencing equipments, VOIP phones, projectors and boardroom solutions. The key to our success has been our ability to expand our distribution network with a deep understanding of the market. As India is taking center-stage in the world stage, we have matured into a responsible democracy and our buoyancy as a young and progressive economy continues to drive us forward. In this dynamic environment, we are committed to increasing shareholder value through superior products, better service and greater reach. We have articulated our vision as Enabling Technology to Reach the Masses with the sole objective of becoming the finest sales & distribution entity by 2012. The company has rejuvenated its brand and today we are working towards creating alliances with the best technology partners around the globe. Beetel Teletech is committed to introducing innovative products for our customers. We will maintain our focus on developing best-in-class competencies and skills in our employees while promoting a culture of performance, quality and innovation. I thank my customers and partners who have always stood by us and I look forward to continuing a long and successful association with them in the future.
FOUR P’s OF MARKETING
This is an important concept in marketing. Marketing activities come in all forms. McCarthy classified these activities into 4 tools of marketing namely Product, Price, Place and Promotion. These tools are popularly known as 4 P’s of marketing or Marketing Mix.
From seller’s point of view these tools are designed to influence buyer’s behavior. From buyer’s point of view each marketing tool is designed to deliver a customer value.
Marketing Mix
Product
Price
Place
Promotion
Product variety Promotion Quality Advertising Design Assortments Relation Features Marketing Brand name Packaging Sizes Allowance
List Price
Channels
Sales
Discount
Coverage
Location Payment Period
Sales Force Inventory Public
Credit Terms
Transport
Direct
PRODUCT
Many people think a product is a tangible offering, but it can be more than that. Broadly a product is anything that can be offered to a market to satisfy a need or a want. It includes goods, services, experiences, events, persons, places, properties, organizations, information and ideas. In case of telephone instruments the product is anything that converts voices and other sound signals into a form that can be transmitted to remote locations and that receives and reconverts waves into sound signals. Specially for BEETEL,its cordless and regular phones are offered in the market.
FUNCTIONS OF TELEPHONE INSTUMENTS AS A PRODUCT 1. Totalk via telephone with a person sitting in any corner of the world. 2. Toinitiate a voice message in case of emergency. 3. To check the number of a received or dialed call with the help of caller-id. 4. To save numbers in a phone book memory.
PRODUCT LEVELS: THE CUSTOMER- VALUE HIERARCHY
The marketer needs to identify five product levels.
Potential Product
Augmented Product
Expected Product
Basic Product
Core Benefit
CORE BENEFIT
The fundamental level is core benefit: The service or benefit the customer is really buying. In case of telephones the core benefit is to communicate and share information with an individual situated in any corner of the world. Marketers like beetel, Panasonic, orpat, BPL, Tata and Reliance must see themselves as Benefit providers in case of telephones.
BASIC PRODUCT
At the second level, the marketer must turn the core benefit into a basic product. Basic product is the product that serves the main purpose of consumer’s purchase or satisfies the core benefit. In case of telephones the basic product is Regular phone with wires or a wireless cordless which are used to communicate via two way speaker phones.
EXPECTED PRODUCT
At the third level, the marketer must turn a basic product into an Expected product. Expected Product is a set of attributes and conditions buyers normally expect when they purchase a product. In case of telephones the expected product includes features like callerID, Phone book memory, display system with a backlight and selectable Ringtones.
AUGMENTED PRODUCT
At fourth level marketer prepares an augmented product that exceeds customer’s expectation. In Developed countries Brand positioning and Competition takes place at this stage. In Developing countries like India Competition mostly takes place at Expected product level. In case of telephones the augmented product includes features like Message facility, Alarm, Date and time indicator with real time clock and Battery level indicator.
POTENTIAL PRODUCT
At the fifth level stands the potential product. Potential product is the one which encompasses all the possible augmentations and transformations the product or offering may undergo in future. At this level companies search for new ways to satisfy customers and distinguish their offering. In case of telephones the potential product like a telephone with the facility of playing games, video calling, internet connection, alert system on blank or unwanted calls and radio or music system may be invented in near future.
Product variety: Many products can be differentiated in items, in variety or in a product. Product can also be differentiated by size, packing, design, brand name etc. The product variety of telephone consist of regular and cordless.
Product Quality: Quality is one of the most important element in product. Buyer expects a product to be of a high quality. The quality of telephone is up to the mark but it needs improvement as compared to mobile phones.
Product Design: Product design includes all the features that affect the product’s look.Telephones are available in different sizes, shapes and have different types.
Brand Name: Brand name is a term, sign, symbol, logo or a combination of these elements intended to identify the product, goods and services of the seller or group of sellers and to differentiate them from those of competitors. It gives the identification of the seller or manufacturer.
Product Packing: There is a popular saying that ‘a consumer first consumes with his eyes’ therefore packing play a very vital role in attracting the potential customers. Packing is defined as the activity of designing and producing the content for a product. Unlike FMCG products, in case of telephone, packing does not play a vital role because customers usually buy a product which is recommended by friends or relatives or based on their past experiences of good quality.
PRODUCT HIERARCHY
To communicate (NEED FAMILY)
Voice transfer device (PRODUCT FAMILY)
E-mail & Fax
Letters
Social networking sites
Telephones Mobiles (PRODUCT CLASS)
Regular (PRODUCT LINE)
Cordless
Phone with caller-id
Phone with different colors (PRODUCT TYPE)
Phone with phonebook memory
Beetel telephone, Price between 500 to 2000 (ITEM)
NEED FAMILY
It is the core need that underlines the existence of a product family. In case of telephones the need is to communicate.
PRODUCT FAMILY
All the product classes that can satisfy a core need with reasonable effectiveness. In case of telephones the product family is, voice recognition or voice transfer devices fax and e-mail, letters, and social networking sites.
PRODUCT CLASS
A group of products within a product family recognized as having a certain functional coherence. Product class is also known as product category. Product class for voice transfer devices will be mobiles and telephones.
PRODUCT LINE
A group of products within a product class that are closely related because they perform a similar function, are sold to the same customers groups, are marketed through the same outlets or channels, or fall within given price ranges. In case of telephones the product line will be REGULAR and CORDLESS telephones.
PRODUCT TYPE
A group of items within a product line that share one of the several possible forms of the product. Here, The product type for telephones and cordless will be a variety of phones available with different features like caller-ID, phonebook memory, and in different colors like red, black, grey and white.
ITEM
A distinct unit within a brand or product line distinguishable by price, size appearance or some other attribute. Item is regular and cordless phones provided by BEETEL within the price range of 500 to 2000 rupees.
Some Models With Features
(1)
B15 Tone/Pulse Switchable Ring LED Indication Ringer Volume Control (High/Medium/Low) Dynamic Changeover from Pulse-Tone Last Number Redial Pause Flash Color: Black, Red and Grey
(2)
X60 Dual Mode DTMF/FSK Caller ID System Compatible 2.4 GHz Technology Cordless
2 way speakerphone In-Use & Charging LED Indication on Handset caller ID Date & Time Setting on LCD Display Tone / Pulse Mode Selectable Low Battery Visual Indication on Handset
(3)
M13 FSK/DTMF compatible caller-id 2 level Ringer volume control switch Toggle Mute Redial, pre-dialling 31 digit redial memory Flash 300ms(110ms,600ms,1000ms programmable) Tone/ Pulse Switchable through software (* key) 6 step LCD contrast adjustable Ring Indicator 16 digit single LCD display 30 incoming call memory 5 outgoing call memory Real time clock with year, date & month display Call back
(4)
M60 Display of Incoming Number, New Call, Total Calls & Repeat Calls 144 Incoming Calls Memory Green Backlit LCD Dual Mode DTMF / FSK Compatible 16 Outgoing Calls Memory Checking, Erasing and Call Back for Incoming / Outgoing / Phone Book Calls 8 Direct One Touch Memory Local Area Code Setting up to 6-Digits Display of Real Time and Date Phone Book Auto-Add “0” in Call Back Baby Call Setting Tone (T)-Pulse (P) Function through Switch Ringer High (Hi) / Medium (Me) / Low (Lo) Switch 5-Step LCD Contrast Adjustable Toggle Mute Pre-Dialing and Clearing Function Last Number Redial, Flash, Pause Speaker In-Use Indication Alarm Clock Speaker Volume High (Hi) / Medium (Me) / Low (Lo) Switch Colors: Black and Grey
PRICE
Discount Allowances Taxes Payment period Credit terms
From the viewpoint of any manufacturer price represents the quantity of money received by seller. Price is the most important feature of marketing mix. Price is one element of marketing mix that produces revenue and costs. Price is the easiest marketing mix element to adjust product features, channel and even promotion. The company’s invented value positioning of its product or brand. In order to acquire most acceptable price level, the marketer needs to have concentrate on 3 C’s. Customer Competition Cost-structure of the firm Maximum and minimum prices of the companies are as follows:
Company BEETEL
Prices 500-2000
PANASONIC BPL ORPAT
600-4000 550-1500 300-2500
1] Discount: It means any discount offered to the customers on buying the product. From the survey of dealers we found that discounts are offered to the customers.
2] Allowances: Companies provide exchange offer, trade-in-all and promotional allowances.
3] Taxes: Taxes refer to tax to be paid on buying the product. Here list price is inclusive of all taxes. i.e. the maximum retail price, which includes taxes and retailer can’t change the price beyond it.
4] Payment period and credit terms: It refers to how much time is given to the customers to make the payment. Sometimes sellers give the facility of installments.
Note:
Generally most of the consumers have the landline connection of BSNL and the instrument is given by BSNL with the connection. So most of the consumers are not aware of the prices of the instruments because they have not bought the instrument from outside.
PLACE
Place is known as combination of distribution channel,assortment,inventory and location. The place of product pays a vital role in determining the sales growth and turnover of the company. Place involves two aspects. (1) Plant location (2) Distribution channel
(1) Plant location:
“The function of determining where the plant should be located for maximum operating economy and effectiveness.” - R.C.Davis
The company should determine its plant location at such a place which doesn’t increase its transportation cost, selling cost etc. It should locate its plant where the raw materials are easily available and location doesn’t cause any harm to society. Beetel manufacturing place is based on a total area of 1,30,673 square feet in rural industrial complex, village Haryana on the outskirts of Ludhiana city (Punjab).It started production in 1987.There unit has a capacity of 5 Mn phones. Beetel Teletech is into manufacturing of high quality landline telephones at Haryana under “Beetel” brand for Airtel, BSNL/MTNL as well as retail market and exports to over 300 countries across more than 5 continents. It currently commands a leading share in retail as well as telecom service provider segment.
MANUFACTRING OFFICE: Beetel Teletech ltd. 1st floor, plot no. 16, Udyog vihar, phase IV, Gurgaon-122015, Haryana, India. TEL: +91 24 4823500 FAX: +91 24 4146130 MOBILE: + (91)-9810482265 WEBSITE: www.beetel teletech.com
(2)Distribution channel:
Distribution means making available right product, at right place, in right quality, at right time, in right condition by the most effective model. Distribution channel means path or pipeline through which goods and services flow in one direction (from vendor to consumer) and payment generated by them flow in opposite direction (from consumer to vendor). A distribution channel can be as short as being direct from the vendor to consumer or may be include several inter-connected (usually independent but mutually dependent) intermediaries such as whole sellers, distributors, agents, retailers. Each intermediary receives the item at one pricing point and moves it to the next higher pricing point until it reaches to the final buyer. It is also called marketing channel.
Beetel’s Distribution Network:
Their well managed transportation network and collaboration with various transportation companies ensures a timely delivery of designed products. They offer access to their clients by channel such as telecom shapes, electrical and white goods outlets, malls, and gift shops, which acts as a basic strength of networking system.Thier organization has maintain string and cordial relationships with various distributors, and dealers who are loyal to their range of products and have been connected with then since a long time period.
Network of distribution: Peak coverage of >3600 towns 29 warehouses 150 authorized service franchises Distributor strength>810 Channel partner and capability of servicing >25500 retailing partners Relationship with all major 29 retail chain in India >2600 outlets
Chain of distribution:
Registered office of Beetel: D-47 Okhla industrial area, Phase-1 Delhi-110 020 Tel: (011) 40521723 E-mail: [email protected] Branch offices: Chennai, Hyderabad, Ludhiana
PROMOTION
Advertising Sales promotion Sales force Direct marketing Public relation
To promote means to encourage or to motivate someone to do something. The meaning of promotion in relation to marketing is to take those steps by which the sale of company increases. It can be done by either of the way given below“The best advertisement is done by satisfied customers.” Promotion of product includes sales promotion, advertisement, public relationship, sales force and direct marketing. Product promotion is carried on to induce buyers to purchase product. Advertising is used to build up a long term image for a product. Advertising can reach geographically dispersed buyers.
Advertising:
“Advertising means an art of selling.” It is any paid form of nonpersonal presentation and promotion of ideas, goods or services by identified sponsor.
Objectives of Advertising
Aim to create brand awareness and knowledge of new product or new features of existing product. Aim to stimulate repeat purchase of products and services. Aims to convince current purchases that they made the right choice
Beetel uses the following sources to advertise itself…..
Cyber media Telecom tiger, new delhi EFY times Telecom talk Business standard Economic times
Sales promotion:
“Sales promotion offers an incentive to buy.”
Methods of sales promotion are as follow
rice off Free samples Coupons Cash refund offers Price packs Premium packs Frequency programs Content Patronage awards Free trails
Direct marketing:
It uses the direct channels to reach the end consumers and deliver goods and services to them without using marketing middleman. These channels include direct mail, catalogue, telemarketing, interactive, websites and mobile devices. E.g. www.beetel.in
Public relationship:
A public is any group that has an actual and potential interest in or impact on a company’s ability to achieve its objectives. It involves a variety of programs designed to promote or protect a company’s image or its individual products. It performs the following five functions:
Press relations Product publicity Corporate communication Lobbying Counselling
To maintain a public relation company has to spent lots of money………..
Market Research
Market Research is a key to evolution of successful marketing strategies and programmes. It is an important tool to study buyer behaviour, changes in consumer lifestyle, consumption patterns, brand loyalty and also forecast market changes. Market Research is for discovering what people want, need or believe. It can also involve discovering how they act. Once that research is completed, it can be used to determine how to market your product. Market Research is any organised effort to gather information about markets or customers. It is a very important component of business strategy. We can define Market Research as the systematic design, collection, analysis and reporting of data and findings relevant to a specific marketing situations facing the company.
It helps in three ways:It helps to understand current consumer’s taste and preferences in order to ensure that they continue to buy the product. It helps to understand the tastes and preferences of competition consumers in order to try and sell company’s product to them. It is helping to launch new products and services effectively by understanding the potentials of the market. Importance of Market Research:To improve sales and distribution efficiency. It helps in development of new product, opening of new market measurement of advertising effectiveness, and knowledge of competitors. It helps in satisfy consumers’ needs and whether any changes to be made in existing product or matters related to products like packaging, delivery etc.
By using the data which is gathered through the process of market research helps management to formulate policies and to take decisions.
Though MARKET RESEARCH has so many advantages, it is suffering from some disadvantages: Market research is expensive. Market research is always customised based on the needs and budgets. It is also said that cost of marketing decisions based on incomplete or inadequate information can sometimes be higher than a market research study.
Steps of Market Research:The following steps are taken by us for the purpose of Market Research.
Problem statement
Objectives of market research
Developing the research plan
Collection of information
Analysis of information & presentation
Taking the decision
(1)Problem statement: To find out consumer behaviour and dealer behaviour towards different telephone instrument brands in Ahmedabad. (2) Objectives of market research: To find out different telephone instruments brands available in Ahmedabad. To find out price, promotion, distribution and varieties of telephone instrument available in Ahmedabad. To find out consumer behaviour in terms of brand preference, brand loyalty, price quality and after sales services towards various brands of telephone instruments in Ahmedabad.
(3)Developing the Research plan:
Research approach: For the purpose of research, we undertook a survey. We prepared survey instrument of our own to gather the information that we needed. We distributed the questionnaires after deciding the geographical areas and classes of society that were to be surveyed. We interacted with the people and researched upon it. Data sources: The data of the research is of both kind, Primary data as well as secondary data. Primary data:- It means the data which is freshly gathered for a specific purpose. To collect primary data, we use questionnaires and it is mostly estimated to Ahmedabad only. Secondary data:- It is data, which is collected by other person for the purpose in which he had interest and already existed somewhere. To find out price, promotion, activities, distribution channels. We have used secondary data sources.
Sampling plan: Sample unit: The first thing that we did was to decide sample unit. In this, we decided who were to interviewed. For that we have interviewed house-holds and dealers. Sample size:For consumers:1800 For dealers:100 Sampling procedure:Convenience sampling. We surveyed relatives, neighbours. Research instrument: Questionnaires Contact method: -Personally -By phone (4)Collection of information: We collected the necessary information from the sample group by the means of questionnaires.
(5)Analysis of information & presentation: After gathering all the information, next step was to analyse the information. Then we converted it into tabular form, frequency table, cross tabulation and charts. (6)Taking the decision: The final decision is an answer to preliminary questions for which we undertook the market research. It is regarding the extent to which people are using telephones, the buying behaviour and what they expect from them in future.
Table:-1:- Occupation
Occupation Businessman House wife Self employed Student Other Total Frequency 362 247 271 702 218 1800 Percentage 20.11 13.72 15.06 39 12.11 100
%
B…
Out of 1800 people surveyed 362 were businessmen, 247 were housewives, 271 were self-employed, 702 were students, 218 were others which generally included people engaged in job and retired senior citizens. Considering percentage wise 20.11% were businessman, 13.72% were housewives, 15.06% were self employed, 39% were students which consisted of the major part of the study, and 12.11% were others.
Table:-2:- Income
Income Up to 40000 40000-80000 80000-120000 120000-160000 Above 160000 Total Frequency 178 188 304 407 723 1800 Percentage 9.89 10.44 16.89 22.61 40.17 100
%
PERCENTAGE U…
INCOME GROUPS
From the total surveyed individuals 178 had their annual income less than 40000 Rs, 188 had between 40000-80000 Rs, 304 between 80000-120000 Rs, 407 between 120000-160000 Rs, and rest 723 had their annual income above 160000 Rs. Considering percentage wise, 9.89% had their annual income less than 40000 Rs, 10.44% had their annual income between 40000-80000 Rs, 16.89% had their annual income between 80000-120000 Rs, 22.61% had their income between 80000-120000 Rs, and rest 40.17% had their annual income above 160000 Rs. These income groups are classified as lower income group, lower middle,middle class, upper middle and higher income group respectively.
Table:-3:- Do you have telephone?
Frequency Yes No Total 1004 796 1800 Percentage 55.78 44.22 100
%
%, No 796, 44.22, 44% %, Yes 1004, 55.78, 56%
Out of 1800 people surveyed 1004 had telephones; while rest 796 did not have a telephone at home or office. Considering percentage wise 56% had telephones while 44% did not have telephone at home or office as they had other source of communication i.e mobile phones.
Table:-4:- Which type of telephone do you have?
Type of telephone Regular Cordless Other Both Total 644 293 5 62 1004 Frequency Percentage 64.14 29.18 0.5 6.18 100
%, Other 5, 0.5, 1%
%
%, Both 62, 6.18, 6%
%, Cordless 293, 29.18, 29%
%, Regular 644, 64.14, 64%
Out of 1004 people possessing telephones 644 had regular phones, 293 had cordless phones 5 had other phones while 62 had both regular and cordless. Presenting this information percentage wise 64.14% had regular phones, 29.18% possessed cordless phones 0.5% had other phones and rest 6.88% had both regular and cordless phones. Majority of the population possessed regular phones.
Table:-5:- Which brand of telephone do you have?
Brand name Beetel Panasonic BPL Orpat Other Total Frequency 413 228 112 162 89 1004 Percentage 41.14 22.7 11.16 16.14 8.86 100
%
%OF TELEPHONE USERS
B…
BRANDS
Out of 1004 people possessing telephones 413 individuals possessed phones of BEETEL company, 228 preferred PANASONIC as a Brand, 112 used phones of BPL, 162 used phones of Orpat company 89 preferred other phones like TATA and Reliance. Considering percentage wise 41.14% people used Beetel making it the highest preferred Brand, 22.7% people used Panasonic making it the second highest preferred Brand after Beetel,11.16% used phones of BPL, 16.14% preferred Orpat while rest 8.86% other brands like Reliance and Tata.
Table:-6:- How many telephones do you have?
Frequency One Two Three More than Three Total 826 89 64 25 1004 Percentage 82.27 8.86 6.38 2.49 100
%, Two 89, 8.86, 9%
%, Three 64, 6.38, 6%
%
%, More than Three 25, 2.49, 3%
%, One 826, 82.27, 82%
Out of the total telephone users 826 individuals possessed only one telephone, 89 possessed two phones, and 64 possessed three phones while 25 possessed more than 3 phones. Representing percentage wise 82.27% i.e majority of the population possessed only one phone, 8.86% people possessed two phones, 6.38% people possessed three phones, while only 2.49% of population surveyed had more than 3 phones.
Table:-7:- What is the color of telephone you have?
Color Red White Black Grey Other Total Frequency 129 347 588 86 30 1180 Percentage 10.93 29.41 49.83 7.29 2.54 100
%, Grey 86, 7.29, 7%
%
%, Other 30, 2.54, 3%
%, Red 129, 10.93, 11%
%, White 347, 29.41, 29% %, Black 588, 49.83, 50%
Of the total population surveyed 129 had red phones, 347 had white colored phones, 588 had black colored phone and 86 had grey colored phones while 30 had other colors like Blue, maroon and silver. Considering percentage wise 10.93% had red phones, 29.41% had white phones, 49.83% had black colored phones 7.29% had grey phones 2.54 had other colored phones. Majority of the population had Black colored phones.
Table:-8:- What price did you pay for your instrument?
Price 100-500 500-1000 1000-1500 1500-2000 Above 2000 Do not recall Total 65 334 239 100 96 170 1004 Frequency Percentage 6.47 33.27 23.8 9.96 9.56 16.94 100
%, Do not recall 170, 16.94, 17% %, Above 2000 96, 9.56, 10%
%
%, 100500 65, 6.47, 6%
%, 500-1000 334, 33.27, 33%
%, 15002000 100, 9.96, 10%
%, 1000-1500 239, 23.8, 24%
Out of 1004 people using telephone 65 had purchased their telephone within the price range of 100-500 Rs, 334 had purchased their phones within the price range of Rs. 500-1000, 239 had bought their phones within the price range of 1000-1500 Rs, 100 had bought their phone within the range of 1500-2000 Rs, 96 had bought it within the price range of above 2000 Rs and rest 170 could not recall the prices of their telephones.
Considering percentage wise ,6% within the price range of 100-500, 33% within the price range of 500-1000 Rs, 24% within the price range of 10001500 Rs,10% within the price range of 1500-2000 Rs, 10% within the price range of Above 2000 Rs,and 17% could not recall the prices of their telephone.
Table:-9:- Did you get any warranty/guarantee with it?
Frequency Yes No Do not recall Total 581 223 200 1004 Percentage 57.87 22.21 19.92 100
GUARANTEE-WARRENTY
Y…
Out of the total surveyed users of telephone 581 had got guarantee –warranty with their telephone, while 223 had not received any warranty or guarantee, 200 individuals could not recall whether they had received any warranty or guarantee or not. Considering percentage wise 57.87% received guarantee-warranty, 22.21% had not received any warranty or guarantee, while 19.92% could not recall whether they had received any warranty or guarantee with their telephones.
Table:-10:- Satisfaction Level
Particulars Satisfied Highly Satisfied Indifferent Dis Satisfied Highly Total Dissatisfied
Price Quality Durability
477 488 417
402 396 389 404 367 398 289
40 11 104 23 157 102 63
48 53 54 81 51 42 152
37 56 40 54 43 16 122
1004 1004 1004 1004 1004 1004 1004
Availability 442 Variety WarrantyGuarantee After Sales Service 386 446 378
Satisfied Highly satisfied Indifferent Dissatisfied Highly dissatisfied
Price In terms of price, 477 customers were satisfied, 402 were highly satisfied, 40 were indifferent, 48 were dis-satisfied and 37 were highly dis-satisfied with the prices of their telephones. Considering Percentage-wise 47.51% were satisfied, 40.04% were Highly satisfied,3.98% were indifferent,4.78% were Dis-satisfied,3.69% were highly dis-satisfied with the prices of their telephone Thus majority of consumers are telephones. Quality In the aspect of Quality 488 individuals were satisfied, 396 were highly satisfied, 11 were indifferent, 53 were dis-satisfied, and rest 56 were Highly dis-satisfied. Presenting this information in percentages, it can be said that 48.61% were satisfied, 39.44% were Highly satisfied,1.09% were indifferent, 5.28% were Dis-satisfied,and 5.58% were Highly Dis-satisfied with the Quality of their Regulaar or cordless phones. Durability 417 individuals out of 1004 were satisfied with the durability of their phones, 389 were Highly satisfied, 104 were indifferent in terms of Durability, 54 were dis-satisfied, and rest 40 were Highly Dis-satisfied. Considering Percentage-wise 41.52% were satisfied with durability of their phones, 38.75% were Highly satisfied with their phones, 10.38% people were indifferent for the aspect of Durability,5.37% were dis-satisfied,3.98% were highly Dis-satisfied with the durability of their phones. Availability 442 consumers out of 1004 were satisfied with the availability of the phones, 404 were highly satisfied, 23 were indifferent on this subject, 81, were dis-saatisfied, and rest 54 were Highly-dis-satisfied with the Availability of phones. satisfied with the prices of their
Presenting % wise 44.02% were satisfied, 40.24% were highly satisfied, 2.29% were indifferent, 8.07% were Dis-satisfied, and rest 5.38% were highly dis-satisfied with the availability of telephones. Variety In terms of variety, 386 consumers were satisfied, 367 were highly satisfied, 157 were indifferent as For them Quality was more important than variety, 51 were dis-satisfied, 43 were Highly dis-satisfied with the variety of phones. Presenting % wise 38.45% were satisfied, 36.55% were dis-satisfied, 15.64% were indifferent, 5.08% were Dis-satisfied and rest 4.28% were Highly Dissatisfied with the Variety of Phones. Warranty-guarantee 446 consumers were satisfied with the Warranty provided with telephones, 398 were highly satisfied, 102 were indifferent, 42 were dis-satisfied and Rest 16 were highly-dissatisfied with Warranty of Phones. Considering % wise 44.42% were satisfied, 39.64% were highly satisfied, 10.16% were indifferent, 4.18% were dissatisfied, and 1.6% were highly dissatisfied. After Sales Service 378 consumers were satisfied with After Sales Sevice, 289 were highly Satisfied, 63 were indifferent, 152 were dissatisfied and rest 122 were highly-dissatisfied. Considering % wise 37.65% were satisfied, 28.78% were highly satisfied, 6.27% were indifferent, 15.14 were dissatisfied, 12.15 and were highly-dissatisfied.
Table:-11:-Why don’t you use telephone?
Reasons other source of communication No need Not satisfied with services of landline other reasons Total Frequency 402 254 221 10 887 Percentage 45.32 28.64 24.92 1.12 100
other source of communication No need Not satisfied with services of landline other reasons
On asking the consumers about the reasons of not using telephones, 402 consumers asserted that they had other source of communication i.e Mobile, 254 had no need of telephone, 221 did not use telephone as they were not satisfied with the services of landline, and 10 had other reasons for not using telephones. Considering percentage wise, 45.32% due to other sources of communication such as mobile, 28.64% had no need, 24.92% were not satisfied with the services of landline, 1.12% due to other reasons did not use telephones.
Table:-12otential Buyers
Potential buyers YES NO TOTAL Frequency 208 588 796 Percentage 26.13 73.87 100
POTENTIAL BUYERS OF TELEPHONE
NUMBER OF INDIVIDUALS NOT USING TELEPHONE
YES NO
RESPONSE
Out of 796 individuals not using telephone 208 had a desire to purchase a telephone in near future, while rest 588 had no intention of buying a phone in near future. Presenting this information % wise 26.13% were potential buyers of telephone while rest 73.87% were not.
Table:-13referred brand by potential buyers.
Preferred Brand BEETEL PANASONIC BPL ORPAT OTHERS TOTAL No. of potential buyers 78 69 19 33 9 208 Percentage 37.5 33.17 9.13 15.87 4.33 100
PREFERRED BRAND BY POTENTIAL BUYERS
NO. OF POTENTIAL BUYERS
BEETEL
BRAND
Out of 208 potential buyers, 78 preferred Beetel, 69 preferred Panasonic, 19 preferred BPL, 33 preferred Orpat, 9 preferred other Brands like Tata , Reliance, Binatone, canocare etc. Presenting % wise 37.5% ,33.17%, 9.13%, 15.87%, 4.33% preferred above brands respectively.
Table no. 1:- Occupation and Brand
Beetel Businessman 111 House-wife Selfemployed Student Other Total 59 78 108 57 413 Panasonic BPL 78 27 42 35 46 228 10 24 23 25 30 112 Orpat 45 21 30 40 26 162 Other 10 19 19 23 18 89 Total 254 150 192 231 177 1004
Businessman Housewife Self-employed Student Other
Out of total 413 users of Beetel 111 were Businessman, 59 were Housewives, 78 were self-employed, 108 were students and 57 were others like retired persons and individuals engaged in a job. From total of 228 users of Panasonic, 78 were businessman, 27 were housewives, 42 were self employed, 35 were students and 46 were others. From 112 users of BPL, 10 were businessman, 24 were housewives, 23 were self employed, 25 were students, and 30 were others.
Among 162 users of Orpat 45 were business man, 211 were housewives, 30 were self employed, 40 were students, and 26 were others. Among the users of other Brands like Tata and Reliance 10 were businessman, 19 were house wives, 19 were self employed, 23 were students, 18 were others thus making a total of 89. This reveals that maximum no. of businessman, housewives, self employed, students, and other individuals too prefer Beetel as their loyal Brand. Of all the users of Beetel, Panasonic, Orpat majority of consumers are businessman.
Table no. 2:-Income and Brand
Beetel Up to 40,000 40,00080,000 80,0001,20,000 31 45 69 Panasonic BPL 11 21 33 45 118 228 15 8 22 21 46 112 Orpat 9 22 26 40 65 162 Other 17 9 18 18 27 89 Total 83 105 162 210 438 1004
1,20,000- 86 1,80,000 Above 1,80,000 Total 182 413
Up to 40000 40000-80000 80000-120000 120000-160000 Above 160000
Out of total 413 users of Beetel 31 individuals had annual income of less than 40000 Rs. who are generally included in lower strata of society, 45 had annual income of Rs 40000-80000, 69 had an annual income of Rs 80000120000, 86 had an annual income of Rs120000-160000 and rest 182 had an annual income above Rs160000.Thus the target Group of Beetel is Higher Earning Section of society popularly known as Upper strata.
From 228 users of Panasonic, 11 belonged to income category of less than 40000, 21 had an annual income of Rs. 40000-80000, 33 earned an annual income of 80000-120000, 45 had an yearly income of 120000-160000 and rest 118 had an yearly income of above 160000.Thus Panasonic also Concentrates more on serving Wealthy section of society rather than adopting low price policy to increase sales. Among the users of BPL 15 individuals had an yearly income of less than 40000, 8 belonged to income group of 40000-80000 Rs.22 had an yearly income of 80000-120000 Rs 21 had An yearly income of 120000-160000 Rs and 46 had an yearly income of above 160000. Out of total 162 users of Orpat, 9 individuals had annual income of less than 40000 Rs who are generally included in lower strata of society, 22 had an annual income of 40000-80000 Rs, 26 had an annual income of Rs 80000120000, 40 had an annual income of 120000-160000 Rs and rest 65 had an annual income above 160000 Rs. popularly known as Upper strata. From 89 users of other brands, 17 belonged to income category of less than 40000, 9 had an annual income of Rs. 40000-80000, 18 earned an annual income of 80000-120000, 18 had an yearly income of 120000-160000 and rest 27 had an yearly income of above 160000.
Table no. 3:-Facility and Brand
Beetel Caller-ID 213 PH.Book 151 Panasonic BPL 110 77 15 34 7 27 270 40 34 7 2 8 4 95 Orpat 71 50 13 38 4 32 208 Other 52 27 5 11 4 7 106 Total 486 339 57 117 33 118 1004
Messages 17 All Other No facilities Total 32 10 48 471
Beetel Panasonic BPL Orpat Other
Among the total users of Beetel 213 had facility of caller –Id, 151 had facility of Phone book memory, 17 had facility of messages, 32 had all these facilities in their phone 10 users of Beetel had other facilities too and 48 had no such facility. Thus caller Id is the most common facility provided with Telephones while the facility of messages is not so known in case of landlines or cordless.
Of all the users of Panasonic, 110 had facility of caller –Id, 77 had facility of Phone book memory, 15 had facility of messages, 34 had all these facilities in their phone 7 users of Panasonic had other facilities too and 27 had no such facility. Among the users of Bpl, 40 had facility of caller –Id, 34 had facility of Phone book memory, 7 had facility of messages, 2 had all these facilities in their phone 8 users of BPL had other facilities too and 4 had no such facility. Out of all the users of Orpat, 71 enjoyed facility of caller –Id, 50 had facility of Phone book memory, 13 had facility of messages, 38 had all these facilities in their phone 4 users of Orpat had other facilities too and 32 had no such facility. Among the users of other brands of telephones, 52 had facility of caller –Id, 27 had facility of Phone book memory, 5 had facility of messages, 11 had all these facilities in their phone 4 users of BPL had other facilities too and 7 had no such facility.
Table no. 4rice and Brand
Beetel 100-500 5001000 10001500 15002000 Above 2000 Do not recall Total 42 152 77 36 29 77 413 Panasonic BPL 11 67 75 25 24 26 228 4 40 18 11 12 27 112 Orpat 5 53 47 16 15 26 162 Other 3 22 22 12 16 14 89 Total 65 334 239 100 96 170 1004
Beetel Panasonic BPL Orpat Other
Among the users of Beetel 42 had purchased their phone within 100-500 Rs of Price Range, 152 had purchased it within 500-1000 Rs, 77 within price range of 1000-1500, 36 within price range of 1500-2000 and 29 within range of above 2000.77 individuals could not recall the price of their phone.
11 Panasonic users had purchased their phone within 100-500 Rs of Price Range, 67 had purchased it within 500-1000 Rs, 75 within price range of 1000-1500, 25 within price range of 1500-2000 and 24 within range of above 2000. 26 individuals could not recall the price of their Panasonic phone. Of all the users of BPL 4 had purchased their phone within 100-500 Rs of Price Range, 40 had purchased it within 500-1000 Rs, 18 within price range of 1000-1500, 11 within price range of 1500-2000 and 12 within range of above 2000. 27 individuals could not recall the price of their phones. Among the users of Orpat 5 had bought their phone within 100-500 Rs of Price Range, 53 had purchased it within 500-1000 Rs, 47 within price range of 1000-1500, 16 within price range of 1500-2000 and 15 within range of above 2000.26 individuals could not recall the price of their phones. 3 users of other brands had purchased their phone within 100-500 Rs of Price Range, 22 had purchased it within 500-1000 Rs, 22 within price range of 1000-1500, 12 within price range of 1500-2000 and 16 within range of above 2000. 4 individuals could not recall the price of their phone.
Table no. 5:-Warranty/Guarantee and Brand
Beetel Yes No Do not Recall Total 230 97 86 413 Panasonic BPL 152 34 42 228 67 20 25 112 Orpat 80 46 36 162 Other 52 26 11 89 Total 581 223 200 1004
Yes No Do not Recall
230 users of Beetel had received guarantee or warranty with phones, while 97 had not received. 86 individuals using Beetel could not recall whether they had received any warranty-Guarantee or not. The chart also reveals that 152 users of Panasonic had received guarantee or warranty with phones, while 34 had not received. 42 individuals using Panasonic could not recall whether they had received any warrantyGuarantee or not. 67 users of BPL had received guarantee or warranty with phones, while 20 had not received. 25 individuals could not recall whether they had received any warranty-Guarantee or not.
80 Orpat users had received guarantee or warranty with phones, while 46 had not received. 36 individuals could not recall whether they had received any warranty-Guarantee or not. 52 users of other brands like Tata and Reliance had received guarantee or warranty with phones, while 26 had not received. Among those 11 individuals could not recall whether they had received any warrantyGuarantee or not.
Table no. 6reference and Brand
Beetel Good Ex. Low price Brand Rep. Rec. by rel. Easily avail. All Total 123 89 85 40 106 105 548 Panasonic BPL 91 23 103 29 45 26 317 41 21 26 14 14 18 134 Orpat 43 19 38 34 107 30 271 Other 18 18 17 7 20 30 110 Total 316 170 269 124 292 209 1380
Beetel Panasonic BPL Orpat Other
Out of the total surveyed users of Beetel 123 had preferred this brand because of good experience in earlier years, 89 asserted that low price was the main force for choosing Beetel as a Brand, 85 had made their purchase keeping in view the Brand reputation of the company,40 had made their purchase being influenced by the recommendation made by their friends or relatives, 106 chose Beetel because of its easy availability and for 105 all these factors or their combination was a driving force for selecting Beetel as their brand. Out of the total users of Panasonic 91 had preferred this brand because of good experience in earlier years, for 23 individuals low price was the main force for choosing Panasonic as a Brand, for 103 had Brand reputation of the company was most important in making purchase ,29 had made their purchase being influenced by the recommendation made by their friends or relatives, for 45 easy availability drew the preference and for 26 a combination of these factors played an important role in making their purchases. Among the users of BPL 41 had preferred this brand because of good experience in earlier years, for 21 individuals low price was the main force for choosing Panasonic as a Brand, for 26 had Brand reputation of the company was most important in making purchase ,14 had made their purchase being influenced by the recommendation made by their friends or relatives, for 14 easy availability drew the preference and for 18 a combination of these factors played an important role in making their purchases. Out of the total users of Orpat 43 had preferred this brand because of good experience in earlier years, for 19 individuals low price was the main force for choosing Panasonic as a Brand, for 38 had Brand reputation of the company was most important in making purchase ,34 had made their purchase being influenced by the recommendation made by their friends or relatives, for 107 easy availability drew the preference and for 30 a combination of these factors played an important role in making their purchases.
Out of the total users of other brands 18 had preferred this brand because of good experience in earlier years, for 18 individuals low price was the main force for choosing panasonic as a Brand, for 17 had Brand reputation of the company was most important in making purchase ,7 had made their purchase being influenced by the recommendation made by their friends or relatives, for 20 easy availability drew the preference and for 30 a combination of these factors played an important role in making their purchases.
Table No. 1:-Type of dealer
Type of dealer Whole seller Retailer Distributer Total 20 56 24 100 Frequency 20 56 24 100 Percentage
TYPE OF DEALER
Series2, DISTRIBUTER , 24, 24% Series2, WHOLESALE R, 20, 20%
Series2, RETAILER, 56, 56%
Out of 100 surveyed dealers 20 dealers were whole sellers, 56 were retailers and 24 were distributers. Considering percentage wise 20% were whole sellers, 56% were retailers and 24% were distributers.
Table No. 2:-Experience of Business
Years of business 1-5 year 5-10 year 10-15 year More than 15 Total 20 31 32 17 100 Frequency 20 31 32 17 100 Percentage
YEARS OF BUSINESS
No of dealers
1-5 year Series1 20
5-10 year 31 Years
10-15 year 32
more than 15 year 17
From the total surveyed Dealers 20 had experience of 1-5 years,31 had experience of 5-10 years, 32 had experience of 10-15 years and rest 17 had experience of more than 15 years.
Table No. 3:-Type of telephone
Type of telephone Regular Cordless Both Total 34 21 45 100 Frequency 34 21 45 100 Percentage
type of telephone
no.of businessman having a type
regular cordless both
types
Out of the 100 dealers surveyed 34 provided only Regular telephones, 21 provided cordless phones and 45 provided both Regular and Cordless phones.
Table No. 4:-Brand in stock
Brand in stock Beetel Panasonic BPL Orpat Other All Total 54 46 15 42 6 4 167 Frequency Percentage 32.34 27.54 8.98 25.15 3.59 2.40 100
BRANDS IN STOCK
Series1, Other,Series1, 6, All, 4, 4% 2% Series1, Orpat, 42, 25% Series1, Beetel, 54, 32%
Series1, BPL, 15, 9% Series1, Panasonic, 46, 28%
As the data of stock kept by Dealers, 54 dealers stock phones of Beetel, 46 keep phones of Panasonic, 15 keep BPL, 42 keep phones of Orpat, 6 Keep other brands like Tata, Reliance and 4 dealers keep all these brands in stock. Considering percentage, 32.34% of dealers stock Beetel phone, 27.54% of dealers stock Panasonic, 8.98% stock BPL, 25.15% of dealers stock Orpat, 3.59% of dealers stock other brands and 2.40% of dealers stock all brands.
Table No. 5:-Highest selling brand
Brand Beetel Panasonic BPL Orpat Other Total 37 34 4 22 3 100 Frequency 37 34 4 22 3 100 Percentage
HIGHEST SELLING BRAND
Series1, Orpat, 22, 22% Series1, BPL, 4, 4%
Series1, Other, 3, 3% Series1, Beetel, 37, 37%
Series1, Panasonic, 34, 34%
From the viewpoint of dealers 37% of dealers answered that Beetel isthe highest selling brand, 34% of dealers responded that Panasonic is the highest selling brand, 4% of dealers responded that BPL is the highest selling brand, 22% of dealers told Orpat is the highest selling brand, 3% of dealers answered that other like Tata, Reliance are highest selling brand.
Table No. 6:-Reasons for highest selling of any brand
Reason Less price Good marketing strategy Quality All Other Total 32 7 48 24 0 111 Frequency Percentage 28.83 6.31 43.24 21.62 0 100
REASONS FOR HIGHEST SELLING BRAND
NO. OF DEALERS less…
REASONS
On being asked, the reason for highest sell of any brand, 32 dealers responded that less price was the main reason for highest sell of brand, while according to 7 dealers, Good marketing strategy was the main reason for the highest sell of brand, 42 dealers responded that Quality product was the main reason for the highest sell of brand.
Considering percentage wise, the 28.83% of dealers responded that less price was the main reason for highest sell of brand, while according to 6.31% of dealers, Good marketing strategy was the main reason for the highest sell of brand, 43.24% of dealers responded that Quality product was the main reason for the highest sell of brand and 21.62% of dealers responded that all reasons were for the highest sell of brand.
Table No. 7:-Lowest selling brand
Brand Beetel Panasonic BPL Orpat Other Total 10 15 30 18 27 100 Frequency 10 15 30 18 27 100 Percentage
LOWEST SELLING BRAND
NO. OF DFALERS
Beetel
BRANDS
Out of 100 surveyed dealers 10% of dealers responded that Beetel was the lowest selling brand, 15% of dealers told that Panasonic was the lowest selling brand, 30% responded that BPL was the lowest selling brand, 18% of dealers told that Orpat was the lowest selling brand and 27% of dealers told that other brand like Tata and Reliance were least sold.
Table No. 8:-Mostly sold colors
Mostly sold Colors White Black Blue Grey Other Total 60 60 16 30 40 206 Frequency 29.13 29.12 7.77 14.56 19.42 100 Percentage
MOSTLY SOLD COLOR
NO.OF DEALERS
whit e blac k blue
COLORS
From the total surveyed dealers 60 asserted that White was the most preferred color, 60 asserted that most preferred color was Black, 16 dealers asserted that Blue was most preferred color, 30 dealers said that most preferred color was Grey, 40 asserted that other color like Maroon, Silver were most preferred brands.
Considering percentage wise, 29.13% of dealers asserted that White was the most preferred color, 29.13% of dealers asserted that most preferred color was Black, 7.77% of dealers asserted that Blue was most preferred color, 14.56% of dealers said that most preferred color was Grey, 19.42% of dealers asserted that other color like Maroon, Silver were most preferred brands.
Table No. 9:-Time period for placing order
Time period Weekly Fortnightly Monthly Quarterly Total 16 25 36 23 100 Frequency 16 25 36 23 100 Percentage
TIME PERIOD FOR PLACING ORDER
NO.OF DEALERS
weekly
TIME PERIOD
Out of 100 dealers 16 dealers place order weekly, 25 place it fortnightly, 36 place it monthly and rest 23 place it quarterly.
Table No. 10:-Source of advertising
Sources News paper Television Exhibition Hoardings No advertisement Other Total 29 31 6 21 34 2 123 Frequency Percentage 23.58 25.20 4.84 17.07 27.64 1.63 100
SOURCES OF ADVERTISEMENT
Series1, no advertisment, 34, 28%
Series1, other, 2, 2%
Series1, newspapers, 29, 23%
Series1, hordings, 21, 17%
Series1, television, 31, 25% Series1, exhibition, 6, 5%
29 dealers asserted that the most preferred brand was advertise through Newspapers, 31 dealers asserted that the brand was advertise through Television, 6 asserted that the mode of advertise was Exhibition, while according to21 dealers Hoardings was the source of advertisement, while 34 responded that no advertisement source was used to advertise the brand.
Considering percentage wise, 23.58% asserted that the most preferred brand was advertise through Newspapers, 25.20% asserted that the brand was advertise through Television, 4.88% asserted that the mode of advertise was Exhibition, while according to 17.07% Hoardings was the source advertisement, while 27.64% responded that no advertisement source was used to advertise the brand.
Table No. 12:-Is the sale of telephone reducing due to easy availability of mobile?
Reducing telephone selling Yes No Total 81 19 100 Frequency Percentage 81 19 100
IS SALE OF TELEPHONE REDUCING
Series1, no, 19, 19%
Series1, yes, 81, 81%
On being asked whether sale of telephone is reducing due to easy and cheap availability of mobile, 81% responded that yes it is decreasing; while19% responded that no it is not reducing.
Findings
44% of people prefer mobile phones over landlines.
The main reason behind this is easy availability of mobiles, with various schemes which are not available in telephones.
Majority of people have ‘Beetel’ as their regular phone because it is provided by BSNL with connection.
Consumers generally prefer Beetel as a brand because it provides quality services with reasonable rates.
Beetel does not generally advertise itself because Bharti Teletech (Beetel) has a tie-up with BSNL by which Beetel phones are by default provided with BSNL connection.
Most of the dealers stock Beetel as it is more demanded.
The company does not provide schemes or discount but quality speaks for the company.
Suggestions
The company have already occupied a good position in customers’ mind as a telephone instrument provider. So the company should concentrate now more on other objectives.
The company should try to decrease the price without sacrificing their quality.
Good incentive schemes should be introduced for dealers So that they may also aggressively promote the product.
All brands should adopt personal selling method.
Limitations
Difficulties and challenges are part and parcel of any project. Yet we endeavored to overcome and resolve them. Following are the limitations faced by us.
Limited experience of the corporate world at S.Y. level.
Out of several survey techniques we could use only ‘Questionnaire Method’.
The survey was restricted to Ahmedabad only, so its results will not be applicable to outside Ahmedabad.
There were some people whom we surveyed who didn’t take our survey seriously.
As we all are doing this kind of research for the first time there can be some mistakes done by us due to inexperience.
Thus despite of the limitations we tried to make as accurate report as we could make.
Conclusion
We would finally conclude the project with high satisfaction of having gained enormous knowledge about Market Research of ‘Telephone Instrument’.
We thank to not only valued co- operation of the respondents that we surveyed but also our project guide Dr. Mala sheth and Dr.Sarla Achuthan, the director of K.S.SCHOOL OF BUSINESS MANAGEMENT who gave us such a wonderful opportunity to learn so much about the practical aspect of life and how to apply theoretical knowledge in practical life.
We learnt how to deal with people in different circumstances and how to maintain contacts. The important part was extracting as much as information as possible. We enjoyed in our group that encouraged us to finish this project work successfully.
Apart from practical knowledge, this project work also enriched our communication skills.
Bibliography
Marketing Management- Philip Kotler (13th Edition) Marketing Management- Rajan Saxena (2nd Edition)
Webography
www.wikipedia.com www.beetel.in www.google.com
doc_178921367.docx
In telephony, ringdown is a method of signaling an operator in which telephone ringing current is sent over the line to operate a lamp or cause the operation of a self-locking relay known as a drop. Ringdown (a) is used in manual operation, as distinguished from dialing, (b) uses a continuous or pulsed ac signal transmitted over the line
Introduction to the product industry (TELECOM INDUSTRY)
The Indian telecommunication industry is one of the fastest growing industry in the world. According to the telecom regulatory authority of India (TRAI), the number of telephone subscriber base in the country reached 653.92 million as on May 31, 2010, an increase of 2.49% from 638.05 million in April, 2010. The booming telecom market has been attracting huge amount of investment which is likely to accelerate the entry of new players and launch of new services. Substantial economic growth and mounting population enable rapid growth of this industry. A number of research works are being carried out all over the world to improve the quality and speed of transmission. Research works are also done on the bases of user’s needs. The objective of the research is to provide quality and affordable service to the consumer. Market potentialities of the world telecommunications industry The world telecommunication market is expected to rise at an 11% annual growth rate at the end of the year 2010.
HISTORY OF TELEPHONE
INVENTION OF TELEPHONE: 10th March,1876 In the 1870s, two inventors ELISHA GRAY and ALEXANDER GRAHAM BELL both independently designed devices that could transmit speech electrically(the telephone). Both men rushed their respective designs to the patent office within hours of each other, ALEXANDER GRAHAM BELL patented his telephone first. ELISHA GRAY and ALEXANDER GRAHAM BELL entered into a famous legal battle over the invention of the telephone, which BELL won. The telephone is the device that is used to transmit and receive sound, most commonly speech between two people. It has become one of the most common household items today. Most of the telephones operate by transmitting electric signals over some kind of network. The telephone network allows phone user to communicate with the other party. It still remains a mystery as to who discovered the electric telephone. Great inventors like INNOCENZO MANZETTI, ANTONIO MEUCCI, JOHANN PHILIPP REIS, ELISHA GRAY, ALEXANDER GRAHAM BELL and THOMAS EDISON have all been credited with the pioneer work on the telephone. Before the actual electric telephone was discovered there were mechanical devices that used to transmit spoken words over a distance.
HISTORY OF ‘BEETEL’
Beetel Teletech Limited comes from the Bharti Enterprises Group, founded in 1976, by Sunil Mittal. Being the market leader in manufacturing and distributing landline phones in India, it has committed to provide an excellent customer experience through world class service for the end customers and the channel. It is proud to be a major sales and distribution organisation dealing with technology products in industries such as telecom, memory and latest technology. COMPANY’S STORY SO FAR The first Indian company to manufacture and pioneer electronic push button telephones under the BEETEL brand name “BEETEL TELETECH”, promoted by Sunil Bharti Mittal and Rakesh Bharti was incorporated on July 29, 1985 at New Delhi. In an extraordinary span of just 10 years, the company become the largest manufacturer of telephones in INDIA. Around the same time it started setting up the retail channel for BEETEL branded phones and other products. In 2005 it is tied up with Motorola to distribute their network of channel partners for distribution of mobile phones. VISION ? Enabling technology to reach masses ? Technology – Telecom, information, media ? Reach, creating and leveraging the distribution strength and scale across INDIA. ? Masses – Serving the large masses of the Indian customers MISSION To become INDIA’S finest sales and distribution company by 2015. Building a boundary less distribution scale across INDIA delivering profitable growth and success to other partners making BEETEL a loved, trusted and aspirational brand of INDIAN customers ensuring performance driven and satisfied eco system of its people, partners and customers.
MILESTONES ? ? ? ? ? ? Push button phones in 1985. Answering phone/machines in 1989. Cordless phones and fax machines in 1993. CLI phones in 2010. Phones with SMS facilities in 2003. Integrated players to launch free to Air –set top boxes in 2004. ? Phones with FM radio in 2007. GLOBAL PORTFOLIO BEETEL, one of the largest manufacturer of landline phones in INDIA is amongst the leading telecommunication equipment provider across the globe. Its products and solutions have been developed in over 35 countries and over 5 continents. It shares pride of being associated with the leading telecom operators and biggest brand in the OEM space. It has its strength as customisation of products with a quick turnaround time which is well established by the telecom operator approval as well as regional approvals like CE – Europe, North - ICASA South Africa, CNG – Argentina, MIC – Korea etc with strong R & D focus, we had been able to lead the technology curve in the Telecom industry. BEETEL is continuously striving for long lasting relationship with its customers by offering latest technology products and solutions at the most competitive prices. AWARDS AND RECOGNITION Best loyal Exporter – 2010 – given by Export Credit Guarantee Corporation of INDIA Ltd. Manufacturing Business of the year medium category – given by National Awards for Small Business & Entrepreneurship. VAR India Star Night Award 2010 given by VAR India. Voice & Data Awards – 2002-03, 2003-04, 2005-06,2006-07 Golden Peacock Awards – 2004, 2005, 2006, 2007 ESC Awards – 2001-02, 2002-03, 2003-04, 2004-05, 2005-06.
Competitive Scenario
Beetel faces stiff competition from Panasonic, Orpat, BPL . Following is the competitive scenario of these companies.
(1)Panasonic
Panasonic Corporation ( PC), formerly known as Matsushita Electric Industrial Co., Ltd is a Japanese multinational consumer electronics corporation headquartered in Kadoma, Osaka, Japan. Its main business is in electronics manufacturing and it produces products under a variety of names including Panasonic and Technics.The company was founded on March 13, 1918 by Konosuke Matsushita. Since its founding in 1918, it has grown to become the largest Japanese electronics producer. In addition to electronics, Panasonic offers nonelectronic products and services such as home renovation services. Panasonic was ranked the 89th-largest company in the world in 2009 by the Forbes Global 2000 and is among the Worldwide Top 20 Semiconductor Sales Leaders. It has various brands like Panasonic, which excels itself in Home appliances, Personal Electronics, Audio/video Equipments, micro chips etc This highly diversified company produces a variety of products like Televisions,LCD projectors, Digital camera, DVD player, DVD recorder tape recorder, and a variety of home appliances like blender, juicer, Microwave oven,coffee maker, vaccum cleaner, washer and dryer. It does lags behind in personal and body care and provides awide range of products like Electric shaver, hair dryer, massage chair and ofcourse in telephone instruments like basic and cordless phones. It excels itself in the field of Technology like notebook computers, printers, batteries and video games. In the year 2010 the revenue of the company was us $ 79.388 billion. Today it stands as major competitor for Beetel.
(2) Orpat
ORPAT is a group of companies based in the state of Gujarat, India with its wide national and international presence. The company is involved in manufacturing a wide range of well diversified products. ORPAT, with its continuous endeavors has developed a state of art manufacturing plant with its strong R&D team, continuously involved in achieving innovations for its products and process. The corporate has a strong credence in delivering values in terms of innovation and excellence to the world. The man behind the success story SHRI ODHAVJIBHAI R. PATEL started the group with a small team and limited offerings which today is a well branded corporate having a huge human capital of more than 2250 people and a wide range of product portfolio with maximum dot presence in Indian and global map. ORPAT today has around 220 depot and 50000 retailers to reach Indian market and has successfully attained reach over 45 countries across the globe. Being an ISO-9002 & 14001 Certified Company, it assures quality process, quality management systems and quality products. Quality Control and Quality Assurance processes are well designed to ensure superior quality products. Packaging processes are also so well designed to ensure scratch free delivery to the end users. The company excels itself in manufacturing of Wall-clocks like wooden clocks, pendulum clocks, office clocks, sweep clocks, fancy clocks melody clocks picture clocks and simple clocks. The company also produces a variety of products like calculators both simple and scientific, alarm clocks educational toys and most dominantly telephones. Here are some pictures of products of company.
(3)BPL
BPL Telecom Pvt. Ltd is a manufacturer company,based on India. It’s Headquarters are in Bangalore.The Company mainly excels in markets of South East Asia with 501-1000 Employee strength.The R &D staff includes 21-30 people dedicated towards innovation. In 2010 total annual sales volume was us $ 10 million to US $ 50 million. Though it is not a major competitor of BEETEL but may come up with dangerous competition in near future. Here are some models of telephones of BPL.
CHAIRMAN'S MESSAGE
Rakesh Bharti Mittal
Dear Friends, Welcome to Beetel Teletech Limited, a company that is committed to bringing the best technology to your home at an affordable price. Beetel has been a pioneer in telecom technology, known for innovative products that have delighted customers. We are proud to say that every second household with a landline phone uses a Beetel. Our products are not only sold in India, but in over 35 countries across the world. We have also entered into distribution for smart phones (top-of-the-line basic, feature and cordless), free-to-air set top boxes, memory devices, audio & video conferencing equipments, VOIP phones, projectors and boardroom solutions. The key to our success has been our ability to expand our distribution network with a deep understanding of the market. As India is taking center-stage in the world stage, we have matured into a responsible democracy and our buoyancy as a young and progressive economy continues to drive us forward. In this dynamic environment, we are committed to increasing shareholder value through superior products, better service and greater reach. We have articulated our vision as Enabling Technology to Reach the Masses with the sole objective of becoming the finest sales & distribution entity by 2012. The company has rejuvenated its brand and today we are working towards creating alliances with the best technology partners around the globe. Beetel Teletech is committed to introducing innovative products for our customers. We will maintain our focus on developing best-in-class competencies and skills in our employees while promoting a culture of performance, quality and innovation. I thank my customers and partners who have always stood by us and I look forward to continuing a long and successful association with them in the future.
FOUR P’s OF MARKETING
This is an important concept in marketing. Marketing activities come in all forms. McCarthy classified these activities into 4 tools of marketing namely Product, Price, Place and Promotion. These tools are popularly known as 4 P’s of marketing or Marketing Mix.
From seller’s point of view these tools are designed to influence buyer’s behavior. From buyer’s point of view each marketing tool is designed to deliver a customer value.
Marketing Mix
Product
Price
Place
Promotion
Product variety Promotion Quality Advertising Design Assortments Relation Features Marketing Brand name Packaging Sizes Allowance
List Price
Channels
Sales
Discount
Coverage
Location Payment Period
Sales Force Inventory Public
Credit Terms
Transport
Direct
PRODUCT
Many people think a product is a tangible offering, but it can be more than that. Broadly a product is anything that can be offered to a market to satisfy a need or a want. It includes goods, services, experiences, events, persons, places, properties, organizations, information and ideas. In case of telephone instruments the product is anything that converts voices and other sound signals into a form that can be transmitted to remote locations and that receives and reconverts waves into sound signals. Specially for BEETEL,its cordless and regular phones are offered in the market.
FUNCTIONS OF TELEPHONE INSTUMENTS AS A PRODUCT 1. Totalk via telephone with a person sitting in any corner of the world. 2. Toinitiate a voice message in case of emergency. 3. To check the number of a received or dialed call with the help of caller-id. 4. To save numbers in a phone book memory.
PRODUCT LEVELS: THE CUSTOMER- VALUE HIERARCHY
The marketer needs to identify five product levels.
Potential Product
Augmented Product
Expected Product
Basic Product
Core Benefit
CORE BENEFIT
The fundamental level is core benefit: The service or benefit the customer is really buying. In case of telephones the core benefit is to communicate and share information with an individual situated in any corner of the world. Marketers like beetel, Panasonic, orpat, BPL, Tata and Reliance must see themselves as Benefit providers in case of telephones.
BASIC PRODUCT
At the second level, the marketer must turn the core benefit into a basic product. Basic product is the product that serves the main purpose of consumer’s purchase or satisfies the core benefit. In case of telephones the basic product is Regular phone with wires or a wireless cordless which are used to communicate via two way speaker phones.
EXPECTED PRODUCT
At the third level, the marketer must turn a basic product into an Expected product. Expected Product is a set of attributes and conditions buyers normally expect when they purchase a product. In case of telephones the expected product includes features like callerID, Phone book memory, display system with a backlight and selectable Ringtones.
AUGMENTED PRODUCT
At fourth level marketer prepares an augmented product that exceeds customer’s expectation. In Developed countries Brand positioning and Competition takes place at this stage. In Developing countries like India Competition mostly takes place at Expected product level. In case of telephones the augmented product includes features like Message facility, Alarm, Date and time indicator with real time clock and Battery level indicator.
POTENTIAL PRODUCT
At the fifth level stands the potential product. Potential product is the one which encompasses all the possible augmentations and transformations the product or offering may undergo in future. At this level companies search for new ways to satisfy customers and distinguish their offering. In case of telephones the potential product like a telephone with the facility of playing games, video calling, internet connection, alert system on blank or unwanted calls and radio or music system may be invented in near future.
Product variety: Many products can be differentiated in items, in variety or in a product. Product can also be differentiated by size, packing, design, brand name etc. The product variety of telephone consist of regular and cordless.
Product Quality: Quality is one of the most important element in product. Buyer expects a product to be of a high quality. The quality of telephone is up to the mark but it needs improvement as compared to mobile phones.
Product Design: Product design includes all the features that affect the product’s look.Telephones are available in different sizes, shapes and have different types.
Brand Name: Brand name is a term, sign, symbol, logo or a combination of these elements intended to identify the product, goods and services of the seller or group of sellers and to differentiate them from those of competitors. It gives the identification of the seller or manufacturer.
Product Packing: There is a popular saying that ‘a consumer first consumes with his eyes’ therefore packing play a very vital role in attracting the potential customers. Packing is defined as the activity of designing and producing the content for a product. Unlike FMCG products, in case of telephone, packing does not play a vital role because customers usually buy a product which is recommended by friends or relatives or based on their past experiences of good quality.
PRODUCT HIERARCHY
To communicate (NEED FAMILY)
Voice transfer device (PRODUCT FAMILY)
E-mail & Fax
Letters
Social networking sites
Telephones Mobiles (PRODUCT CLASS)
Regular (PRODUCT LINE)
Cordless
Phone with caller-id
Phone with different colors (PRODUCT TYPE)
Phone with phonebook memory
Beetel telephone, Price between 500 to 2000 (ITEM)
NEED FAMILY
It is the core need that underlines the existence of a product family. In case of telephones the need is to communicate.
PRODUCT FAMILY
All the product classes that can satisfy a core need with reasonable effectiveness. In case of telephones the product family is, voice recognition or voice transfer devices fax and e-mail, letters, and social networking sites.
PRODUCT CLASS
A group of products within a product family recognized as having a certain functional coherence. Product class is also known as product category. Product class for voice transfer devices will be mobiles and telephones.
PRODUCT LINE
A group of products within a product class that are closely related because they perform a similar function, are sold to the same customers groups, are marketed through the same outlets or channels, or fall within given price ranges. In case of telephones the product line will be REGULAR and CORDLESS telephones.
PRODUCT TYPE
A group of items within a product line that share one of the several possible forms of the product. Here, The product type for telephones and cordless will be a variety of phones available with different features like caller-ID, phonebook memory, and in different colors like red, black, grey and white.
ITEM
A distinct unit within a brand or product line distinguishable by price, size appearance or some other attribute. Item is regular and cordless phones provided by BEETEL within the price range of 500 to 2000 rupees.
Some Models With Features
(1)
B15 Tone/Pulse Switchable Ring LED Indication Ringer Volume Control (High/Medium/Low) Dynamic Changeover from Pulse-Tone Last Number Redial Pause Flash Color: Black, Red and Grey
(2)
X60 Dual Mode DTMF/FSK Caller ID System Compatible 2.4 GHz Technology Cordless
2 way speakerphone In-Use & Charging LED Indication on Handset caller ID Date & Time Setting on LCD Display Tone / Pulse Mode Selectable Low Battery Visual Indication on Handset
(3)
M13 FSK/DTMF compatible caller-id 2 level Ringer volume control switch Toggle Mute Redial, pre-dialling 31 digit redial memory Flash 300ms(110ms,600ms,1000ms programmable) Tone/ Pulse Switchable through software (* key) 6 step LCD contrast adjustable Ring Indicator 16 digit single LCD display 30 incoming call memory 5 outgoing call memory Real time clock with year, date & month display Call back
(4)
M60 Display of Incoming Number, New Call, Total Calls & Repeat Calls 144 Incoming Calls Memory Green Backlit LCD Dual Mode DTMF / FSK Compatible 16 Outgoing Calls Memory Checking, Erasing and Call Back for Incoming / Outgoing / Phone Book Calls 8 Direct One Touch Memory Local Area Code Setting up to 6-Digits Display of Real Time and Date Phone Book Auto-Add “0” in Call Back Baby Call Setting Tone (T)-Pulse (P) Function through Switch Ringer High (Hi) / Medium (Me) / Low (Lo) Switch 5-Step LCD Contrast Adjustable Toggle Mute Pre-Dialing and Clearing Function Last Number Redial, Flash, Pause Speaker In-Use Indication Alarm Clock Speaker Volume High (Hi) / Medium (Me) / Low (Lo) Switch Colors: Black and Grey
PRICE
Discount Allowances Taxes Payment period Credit terms
From the viewpoint of any manufacturer price represents the quantity of money received by seller. Price is the most important feature of marketing mix. Price is one element of marketing mix that produces revenue and costs. Price is the easiest marketing mix element to adjust product features, channel and even promotion. The company’s invented value positioning of its product or brand. In order to acquire most acceptable price level, the marketer needs to have concentrate on 3 C’s. Customer Competition Cost-structure of the firm Maximum and minimum prices of the companies are as follows:
Company BEETEL
Prices 500-2000
PANASONIC BPL ORPAT
600-4000 550-1500 300-2500
1] Discount: It means any discount offered to the customers on buying the product. From the survey of dealers we found that discounts are offered to the customers.
2] Allowances: Companies provide exchange offer, trade-in-all and promotional allowances.
3] Taxes: Taxes refer to tax to be paid on buying the product. Here list price is inclusive of all taxes. i.e. the maximum retail price, which includes taxes and retailer can’t change the price beyond it.
4] Payment period and credit terms: It refers to how much time is given to the customers to make the payment. Sometimes sellers give the facility of installments.
Note:
Generally most of the consumers have the landline connection of BSNL and the instrument is given by BSNL with the connection. So most of the consumers are not aware of the prices of the instruments because they have not bought the instrument from outside.
PLACE
Place is known as combination of distribution channel,assortment,inventory and location. The place of product pays a vital role in determining the sales growth and turnover of the company. Place involves two aspects. (1) Plant location (2) Distribution channel
(1) Plant location:
“The function of determining where the plant should be located for maximum operating economy and effectiveness.” - R.C.Davis
The company should determine its plant location at such a place which doesn’t increase its transportation cost, selling cost etc. It should locate its plant where the raw materials are easily available and location doesn’t cause any harm to society. Beetel manufacturing place is based on a total area of 1,30,673 square feet in rural industrial complex, village Haryana on the outskirts of Ludhiana city (Punjab).It started production in 1987.There unit has a capacity of 5 Mn phones. Beetel Teletech is into manufacturing of high quality landline telephones at Haryana under “Beetel” brand for Airtel, BSNL/MTNL as well as retail market and exports to over 300 countries across more than 5 continents. It currently commands a leading share in retail as well as telecom service provider segment.
MANUFACTRING OFFICE: Beetel Teletech ltd. 1st floor, plot no. 16, Udyog vihar, phase IV, Gurgaon-122015, Haryana, India. TEL: +91 24 4823500 FAX: +91 24 4146130 MOBILE: + (91)-9810482265 WEBSITE: www.beetel teletech.com
(2)Distribution channel:
Distribution means making available right product, at right place, in right quality, at right time, in right condition by the most effective model. Distribution channel means path or pipeline through which goods and services flow in one direction (from vendor to consumer) and payment generated by them flow in opposite direction (from consumer to vendor). A distribution channel can be as short as being direct from the vendor to consumer or may be include several inter-connected (usually independent but mutually dependent) intermediaries such as whole sellers, distributors, agents, retailers. Each intermediary receives the item at one pricing point and moves it to the next higher pricing point until it reaches to the final buyer. It is also called marketing channel.
Beetel’s Distribution Network:
Their well managed transportation network and collaboration with various transportation companies ensures a timely delivery of designed products. They offer access to their clients by channel such as telecom shapes, electrical and white goods outlets, malls, and gift shops, which acts as a basic strength of networking system.Thier organization has maintain string and cordial relationships with various distributors, and dealers who are loyal to their range of products and have been connected with then since a long time period.
Network of distribution: Peak coverage of >3600 towns 29 warehouses 150 authorized service franchises Distributor strength>810 Channel partner and capability of servicing >25500 retailing partners Relationship with all major 29 retail chain in India >2600 outlets
Chain of distribution:
Registered office of Beetel: D-47 Okhla industrial area, Phase-1 Delhi-110 020 Tel: (011) 40521723 E-mail: [email protected] Branch offices: Chennai, Hyderabad, Ludhiana
PROMOTION
Advertising Sales promotion Sales force Direct marketing Public relation
To promote means to encourage or to motivate someone to do something. The meaning of promotion in relation to marketing is to take those steps by which the sale of company increases. It can be done by either of the way given below“The best advertisement is done by satisfied customers.” Promotion of product includes sales promotion, advertisement, public relationship, sales force and direct marketing. Product promotion is carried on to induce buyers to purchase product. Advertising is used to build up a long term image for a product. Advertising can reach geographically dispersed buyers.
Advertising:
“Advertising means an art of selling.” It is any paid form of nonpersonal presentation and promotion of ideas, goods or services by identified sponsor.
Objectives of Advertising
Aim to create brand awareness and knowledge of new product or new features of existing product. Aim to stimulate repeat purchase of products and services. Aims to convince current purchases that they made the right choice
Beetel uses the following sources to advertise itself…..
Cyber media Telecom tiger, new delhi EFY times Telecom talk Business standard Economic times
Sales promotion:
“Sales promotion offers an incentive to buy.”
Methods of sales promotion are as follow
rice off Free samples Coupons Cash refund offers Price packs Premium packs Frequency programs Content Patronage awards Free trailsDirect marketing:
It uses the direct channels to reach the end consumers and deliver goods and services to them without using marketing middleman. These channels include direct mail, catalogue, telemarketing, interactive, websites and mobile devices. E.g. www.beetel.in
Public relationship:
A public is any group that has an actual and potential interest in or impact on a company’s ability to achieve its objectives. It involves a variety of programs designed to promote or protect a company’s image or its individual products. It performs the following five functions:
Press relations Product publicity Corporate communication Lobbying Counselling
To maintain a public relation company has to spent lots of money………..
Market Research
Market Research is a key to evolution of successful marketing strategies and programmes. It is an important tool to study buyer behaviour, changes in consumer lifestyle, consumption patterns, brand loyalty and also forecast market changes. Market Research is for discovering what people want, need or believe. It can also involve discovering how they act. Once that research is completed, it can be used to determine how to market your product. Market Research is any organised effort to gather information about markets or customers. It is a very important component of business strategy. We can define Market Research as the systematic design, collection, analysis and reporting of data and findings relevant to a specific marketing situations facing the company.
It helps in three ways:It helps to understand current consumer’s taste and preferences in order to ensure that they continue to buy the product. It helps to understand the tastes and preferences of competition consumers in order to try and sell company’s product to them. It is helping to launch new products and services effectively by understanding the potentials of the market. Importance of Market Research:To improve sales and distribution efficiency. It helps in development of new product, opening of new market measurement of advertising effectiveness, and knowledge of competitors. It helps in satisfy consumers’ needs and whether any changes to be made in existing product or matters related to products like packaging, delivery etc.
By using the data which is gathered through the process of market research helps management to formulate policies and to take decisions.
Though MARKET RESEARCH has so many advantages, it is suffering from some disadvantages: Market research is expensive. Market research is always customised based on the needs and budgets. It is also said that cost of marketing decisions based on incomplete or inadequate information can sometimes be higher than a market research study.
Steps of Market Research:The following steps are taken by us for the purpose of Market Research.
Problem statement
Objectives of market research
Developing the research plan
Collection of information
Analysis of information & presentation
Taking the decision
(1)Problem statement: To find out consumer behaviour and dealer behaviour towards different telephone instrument brands in Ahmedabad. (2) Objectives of market research: To find out different telephone instruments brands available in Ahmedabad. To find out price, promotion, distribution and varieties of telephone instrument available in Ahmedabad. To find out consumer behaviour in terms of brand preference, brand loyalty, price quality and after sales services towards various brands of telephone instruments in Ahmedabad.
(3)Developing the Research plan:
Research approach: For the purpose of research, we undertook a survey. We prepared survey instrument of our own to gather the information that we needed. We distributed the questionnaires after deciding the geographical areas and classes of society that were to be surveyed. We interacted with the people and researched upon it. Data sources: The data of the research is of both kind, Primary data as well as secondary data. Primary data:- It means the data which is freshly gathered for a specific purpose. To collect primary data, we use questionnaires and it is mostly estimated to Ahmedabad only. Secondary data:- It is data, which is collected by other person for the purpose in which he had interest and already existed somewhere. To find out price, promotion, activities, distribution channels. We have used secondary data sources.
Sampling plan: Sample unit: The first thing that we did was to decide sample unit. In this, we decided who were to interviewed. For that we have interviewed house-holds and dealers. Sample size:For consumers:1800 For dealers:100 Sampling procedure:Convenience sampling. We surveyed relatives, neighbours. Research instrument: Questionnaires Contact method: -Personally -By phone (4)Collection of information: We collected the necessary information from the sample group by the means of questionnaires.
(5)Analysis of information & presentation: After gathering all the information, next step was to analyse the information. Then we converted it into tabular form, frequency table, cross tabulation and charts. (6)Taking the decision: The final decision is an answer to preliminary questions for which we undertook the market research. It is regarding the extent to which people are using telephones, the buying behaviour and what they expect from them in future.
Table:-1:- Occupation
Occupation Businessman House wife Self employed Student Other Total Frequency 362 247 271 702 218 1800 Percentage 20.11 13.72 15.06 39 12.11 100
%
B…
Out of 1800 people surveyed 362 were businessmen, 247 were housewives, 271 were self-employed, 702 were students, 218 were others which generally included people engaged in job and retired senior citizens. Considering percentage wise 20.11% were businessman, 13.72% were housewives, 15.06% were self employed, 39% were students which consisted of the major part of the study, and 12.11% were others.
Table:-2:- Income
Income Up to 40000 40000-80000 80000-120000 120000-160000 Above 160000 Total Frequency 178 188 304 407 723 1800 Percentage 9.89 10.44 16.89 22.61 40.17 100
%
PERCENTAGE U…
INCOME GROUPS
From the total surveyed individuals 178 had their annual income less than 40000 Rs, 188 had between 40000-80000 Rs, 304 between 80000-120000 Rs, 407 between 120000-160000 Rs, and rest 723 had their annual income above 160000 Rs. Considering percentage wise, 9.89% had their annual income less than 40000 Rs, 10.44% had their annual income between 40000-80000 Rs, 16.89% had their annual income between 80000-120000 Rs, 22.61% had their income between 80000-120000 Rs, and rest 40.17% had their annual income above 160000 Rs. These income groups are classified as lower income group, lower middle,middle class, upper middle and higher income group respectively.
Table:-3:- Do you have telephone?
Frequency Yes No Total 1004 796 1800 Percentage 55.78 44.22 100
%
%, No 796, 44.22, 44% %, Yes 1004, 55.78, 56%
Out of 1800 people surveyed 1004 had telephones; while rest 796 did not have a telephone at home or office. Considering percentage wise 56% had telephones while 44% did not have telephone at home or office as they had other source of communication i.e mobile phones.
Table:-4:- Which type of telephone do you have?
Type of telephone Regular Cordless Other Both Total 644 293 5 62 1004 Frequency Percentage 64.14 29.18 0.5 6.18 100
%, Other 5, 0.5, 1%
%
%, Both 62, 6.18, 6%
%, Cordless 293, 29.18, 29%
%, Regular 644, 64.14, 64%
Out of 1004 people possessing telephones 644 had regular phones, 293 had cordless phones 5 had other phones while 62 had both regular and cordless. Presenting this information percentage wise 64.14% had regular phones, 29.18% possessed cordless phones 0.5% had other phones and rest 6.88% had both regular and cordless phones. Majority of the population possessed regular phones.
Table:-5:- Which brand of telephone do you have?
Brand name Beetel Panasonic BPL Orpat Other Total Frequency 413 228 112 162 89 1004 Percentage 41.14 22.7 11.16 16.14 8.86 100
%
%OF TELEPHONE USERS
B…
BRANDS
Out of 1004 people possessing telephones 413 individuals possessed phones of BEETEL company, 228 preferred PANASONIC as a Brand, 112 used phones of BPL, 162 used phones of Orpat company 89 preferred other phones like TATA and Reliance. Considering percentage wise 41.14% people used Beetel making it the highest preferred Brand, 22.7% people used Panasonic making it the second highest preferred Brand after Beetel,11.16% used phones of BPL, 16.14% preferred Orpat while rest 8.86% other brands like Reliance and Tata.
Table:-6:- How many telephones do you have?
Frequency One Two Three More than Three Total 826 89 64 25 1004 Percentage 82.27 8.86 6.38 2.49 100
%, Two 89, 8.86, 9%
%, Three 64, 6.38, 6%
%
%, More than Three 25, 2.49, 3%
%, One 826, 82.27, 82%
Out of the total telephone users 826 individuals possessed only one telephone, 89 possessed two phones, and 64 possessed three phones while 25 possessed more than 3 phones. Representing percentage wise 82.27% i.e majority of the population possessed only one phone, 8.86% people possessed two phones, 6.38% people possessed three phones, while only 2.49% of population surveyed had more than 3 phones.
Table:-7:- What is the color of telephone you have?
Color Red White Black Grey Other Total Frequency 129 347 588 86 30 1180 Percentage 10.93 29.41 49.83 7.29 2.54 100
%, Grey 86, 7.29, 7%
%
%, Other 30, 2.54, 3%
%, Red 129, 10.93, 11%
%, White 347, 29.41, 29% %, Black 588, 49.83, 50%
Of the total population surveyed 129 had red phones, 347 had white colored phones, 588 had black colored phone and 86 had grey colored phones while 30 had other colors like Blue, maroon and silver. Considering percentage wise 10.93% had red phones, 29.41% had white phones, 49.83% had black colored phones 7.29% had grey phones 2.54 had other colored phones. Majority of the population had Black colored phones.
Table:-8:- What price did you pay for your instrument?
Price 100-500 500-1000 1000-1500 1500-2000 Above 2000 Do not recall Total 65 334 239 100 96 170 1004 Frequency Percentage 6.47 33.27 23.8 9.96 9.56 16.94 100
%, Do not recall 170, 16.94, 17% %, Above 2000 96, 9.56, 10%
%
%, 100500 65, 6.47, 6%
%, 500-1000 334, 33.27, 33%
%, 15002000 100, 9.96, 10%
%, 1000-1500 239, 23.8, 24%
Out of 1004 people using telephone 65 had purchased their telephone within the price range of 100-500 Rs, 334 had purchased their phones within the price range of Rs. 500-1000, 239 had bought their phones within the price range of 1000-1500 Rs, 100 had bought their phone within the range of 1500-2000 Rs, 96 had bought it within the price range of above 2000 Rs and rest 170 could not recall the prices of their telephones.
Considering percentage wise ,6% within the price range of 100-500, 33% within the price range of 500-1000 Rs, 24% within the price range of 10001500 Rs,10% within the price range of 1500-2000 Rs, 10% within the price range of Above 2000 Rs,and 17% could not recall the prices of their telephone.
Table:-9:- Did you get any warranty/guarantee with it?
Frequency Yes No Do not recall Total 581 223 200 1004 Percentage 57.87 22.21 19.92 100
GUARANTEE-WARRENTY
Y…
Out of the total surveyed users of telephone 581 had got guarantee –warranty with their telephone, while 223 had not received any warranty or guarantee, 200 individuals could not recall whether they had received any warranty or guarantee or not. Considering percentage wise 57.87% received guarantee-warranty, 22.21% had not received any warranty or guarantee, while 19.92% could not recall whether they had received any warranty or guarantee with their telephones.
Table:-10:- Satisfaction Level
Particulars Satisfied Highly Satisfied Indifferent Dis Satisfied Highly Total Dissatisfied
Price Quality Durability
477 488 417
402 396 389 404 367 398 289
40 11 104 23 157 102 63
48 53 54 81 51 42 152
37 56 40 54 43 16 122
1004 1004 1004 1004 1004 1004 1004
Availability 442 Variety WarrantyGuarantee After Sales Service 386 446 378
Satisfied Highly satisfied Indifferent Dissatisfied Highly dissatisfied
Price In terms of price, 477 customers were satisfied, 402 were highly satisfied, 40 were indifferent, 48 were dis-satisfied and 37 were highly dis-satisfied with the prices of their telephones. Considering Percentage-wise 47.51% were satisfied, 40.04% were Highly satisfied,3.98% were indifferent,4.78% were Dis-satisfied,3.69% were highly dis-satisfied with the prices of their telephone Thus majority of consumers are telephones. Quality In the aspect of Quality 488 individuals were satisfied, 396 were highly satisfied, 11 were indifferent, 53 were dis-satisfied, and rest 56 were Highly dis-satisfied. Presenting this information in percentages, it can be said that 48.61% were satisfied, 39.44% were Highly satisfied,1.09% were indifferent, 5.28% were Dis-satisfied,and 5.58% were Highly Dis-satisfied with the Quality of their Regulaar or cordless phones. Durability 417 individuals out of 1004 were satisfied with the durability of their phones, 389 were Highly satisfied, 104 were indifferent in terms of Durability, 54 were dis-satisfied, and rest 40 were Highly Dis-satisfied. Considering Percentage-wise 41.52% were satisfied with durability of their phones, 38.75% were Highly satisfied with their phones, 10.38% people were indifferent for the aspect of Durability,5.37% were dis-satisfied,3.98% were highly Dis-satisfied with the durability of their phones. Availability 442 consumers out of 1004 were satisfied with the availability of the phones, 404 were highly satisfied, 23 were indifferent on this subject, 81, were dis-saatisfied, and rest 54 were Highly-dis-satisfied with the Availability of phones. satisfied with the prices of their
Presenting % wise 44.02% were satisfied, 40.24% were highly satisfied, 2.29% were indifferent, 8.07% were Dis-satisfied, and rest 5.38% were highly dis-satisfied with the availability of telephones. Variety In terms of variety, 386 consumers were satisfied, 367 were highly satisfied, 157 were indifferent as For them Quality was more important than variety, 51 were dis-satisfied, 43 were Highly dis-satisfied with the variety of phones. Presenting % wise 38.45% were satisfied, 36.55% were dis-satisfied, 15.64% were indifferent, 5.08% were Dis-satisfied and rest 4.28% were Highly Dissatisfied with the Variety of Phones. Warranty-guarantee 446 consumers were satisfied with the Warranty provided with telephones, 398 were highly satisfied, 102 were indifferent, 42 were dis-satisfied and Rest 16 were highly-dissatisfied with Warranty of Phones. Considering % wise 44.42% were satisfied, 39.64% were highly satisfied, 10.16% were indifferent, 4.18% were dissatisfied, and 1.6% were highly dissatisfied. After Sales Service 378 consumers were satisfied with After Sales Sevice, 289 were highly Satisfied, 63 were indifferent, 152 were dissatisfied and rest 122 were highly-dissatisfied. Considering % wise 37.65% were satisfied, 28.78% were highly satisfied, 6.27% were indifferent, 15.14 were dissatisfied, 12.15 and were highly-dissatisfied.
Table:-11:-Why don’t you use telephone?
Reasons other source of communication No need Not satisfied with services of landline other reasons Total Frequency 402 254 221 10 887 Percentage 45.32 28.64 24.92 1.12 100
other source of communication No need Not satisfied with services of landline other reasons
On asking the consumers about the reasons of not using telephones, 402 consumers asserted that they had other source of communication i.e Mobile, 254 had no need of telephone, 221 did not use telephone as they were not satisfied with the services of landline, and 10 had other reasons for not using telephones. Considering percentage wise, 45.32% due to other sources of communication such as mobile, 28.64% had no need, 24.92% were not satisfied with the services of landline, 1.12% due to other reasons did not use telephones.
Table:-12
otential BuyersPotential buyers YES NO TOTAL Frequency 208 588 796 Percentage 26.13 73.87 100
POTENTIAL BUYERS OF TELEPHONE
NUMBER OF INDIVIDUALS NOT USING TELEPHONE
YES NO
RESPONSE
Out of 796 individuals not using telephone 208 had a desire to purchase a telephone in near future, while rest 588 had no intention of buying a phone in near future. Presenting this information % wise 26.13% were potential buyers of telephone while rest 73.87% were not.
Table:-13
referred brand by potential buyers.Preferred Brand BEETEL PANASONIC BPL ORPAT OTHERS TOTAL No. of potential buyers 78 69 19 33 9 208 Percentage 37.5 33.17 9.13 15.87 4.33 100
PREFERRED BRAND BY POTENTIAL BUYERS
NO. OF POTENTIAL BUYERS
BEETEL
BRAND
Out of 208 potential buyers, 78 preferred Beetel, 69 preferred Panasonic, 19 preferred BPL, 33 preferred Orpat, 9 preferred other Brands like Tata , Reliance, Binatone, canocare etc. Presenting % wise 37.5% ,33.17%, 9.13%, 15.87%, 4.33% preferred above brands respectively.
Table no. 1:- Occupation and Brand
Beetel Businessman 111 House-wife Selfemployed Student Other Total 59 78 108 57 413 Panasonic BPL 78 27 42 35 46 228 10 24 23 25 30 112 Orpat 45 21 30 40 26 162 Other 10 19 19 23 18 89 Total 254 150 192 231 177 1004
Businessman Housewife Self-employed Student Other
Out of total 413 users of Beetel 111 were Businessman, 59 were Housewives, 78 were self-employed, 108 were students and 57 were others like retired persons and individuals engaged in a job. From total of 228 users of Panasonic, 78 were businessman, 27 were housewives, 42 were self employed, 35 were students and 46 were others. From 112 users of BPL, 10 were businessman, 24 were housewives, 23 were self employed, 25 were students, and 30 were others.
Among 162 users of Orpat 45 were business man, 211 were housewives, 30 were self employed, 40 were students, and 26 were others. Among the users of other Brands like Tata and Reliance 10 were businessman, 19 were house wives, 19 were self employed, 23 were students, 18 were others thus making a total of 89. This reveals that maximum no. of businessman, housewives, self employed, students, and other individuals too prefer Beetel as their loyal Brand. Of all the users of Beetel, Panasonic, Orpat majority of consumers are businessman.
Table no. 2:-Income and Brand
Beetel Up to 40,000 40,00080,000 80,0001,20,000 31 45 69 Panasonic BPL 11 21 33 45 118 228 15 8 22 21 46 112 Orpat 9 22 26 40 65 162 Other 17 9 18 18 27 89 Total 83 105 162 210 438 1004
1,20,000- 86 1,80,000 Above 1,80,000 Total 182 413
Up to 40000 40000-80000 80000-120000 120000-160000 Above 160000
Out of total 413 users of Beetel 31 individuals had annual income of less than 40000 Rs. who are generally included in lower strata of society, 45 had annual income of Rs 40000-80000, 69 had an annual income of Rs 80000120000, 86 had an annual income of Rs120000-160000 and rest 182 had an annual income above Rs160000.Thus the target Group of Beetel is Higher Earning Section of society popularly known as Upper strata.
From 228 users of Panasonic, 11 belonged to income category of less than 40000, 21 had an annual income of Rs. 40000-80000, 33 earned an annual income of 80000-120000, 45 had an yearly income of 120000-160000 and rest 118 had an yearly income of above 160000.Thus Panasonic also Concentrates more on serving Wealthy section of society rather than adopting low price policy to increase sales. Among the users of BPL 15 individuals had an yearly income of less than 40000, 8 belonged to income group of 40000-80000 Rs.22 had an yearly income of 80000-120000 Rs 21 had An yearly income of 120000-160000 Rs and 46 had an yearly income of above 160000. Out of total 162 users of Orpat, 9 individuals had annual income of less than 40000 Rs who are generally included in lower strata of society, 22 had an annual income of 40000-80000 Rs, 26 had an annual income of Rs 80000120000, 40 had an annual income of 120000-160000 Rs and rest 65 had an annual income above 160000 Rs. popularly known as Upper strata. From 89 users of other brands, 17 belonged to income category of less than 40000, 9 had an annual income of Rs. 40000-80000, 18 earned an annual income of 80000-120000, 18 had an yearly income of 120000-160000 and rest 27 had an yearly income of above 160000.
Table no. 3:-Facility and Brand
Beetel Caller-ID 213 PH.Book 151 Panasonic BPL 110 77 15 34 7 27 270 40 34 7 2 8 4 95 Orpat 71 50 13 38 4 32 208 Other 52 27 5 11 4 7 106 Total 486 339 57 117 33 118 1004
Messages 17 All Other No facilities Total 32 10 48 471
Beetel Panasonic BPL Orpat Other
Among the total users of Beetel 213 had facility of caller –Id, 151 had facility of Phone book memory, 17 had facility of messages, 32 had all these facilities in their phone 10 users of Beetel had other facilities too and 48 had no such facility. Thus caller Id is the most common facility provided with Telephones while the facility of messages is not so known in case of landlines or cordless.
Of all the users of Panasonic, 110 had facility of caller –Id, 77 had facility of Phone book memory, 15 had facility of messages, 34 had all these facilities in their phone 7 users of Panasonic had other facilities too and 27 had no such facility. Among the users of Bpl, 40 had facility of caller –Id, 34 had facility of Phone book memory, 7 had facility of messages, 2 had all these facilities in their phone 8 users of BPL had other facilities too and 4 had no such facility. Out of all the users of Orpat, 71 enjoyed facility of caller –Id, 50 had facility of Phone book memory, 13 had facility of messages, 38 had all these facilities in their phone 4 users of Orpat had other facilities too and 32 had no such facility. Among the users of other brands of telephones, 52 had facility of caller –Id, 27 had facility of Phone book memory, 5 had facility of messages, 11 had all these facilities in their phone 4 users of BPL had other facilities too and 7 had no such facility.
Table no. 4
rice and BrandBeetel 100-500 5001000 10001500 15002000 Above 2000 Do not recall Total 42 152 77 36 29 77 413 Panasonic BPL 11 67 75 25 24 26 228 4 40 18 11 12 27 112 Orpat 5 53 47 16 15 26 162 Other 3 22 22 12 16 14 89 Total 65 334 239 100 96 170 1004
Beetel Panasonic BPL Orpat Other
Among the users of Beetel 42 had purchased their phone within 100-500 Rs of Price Range, 152 had purchased it within 500-1000 Rs, 77 within price range of 1000-1500, 36 within price range of 1500-2000 and 29 within range of above 2000.77 individuals could not recall the price of their phone.
11 Panasonic users had purchased their phone within 100-500 Rs of Price Range, 67 had purchased it within 500-1000 Rs, 75 within price range of 1000-1500, 25 within price range of 1500-2000 and 24 within range of above 2000. 26 individuals could not recall the price of their Panasonic phone. Of all the users of BPL 4 had purchased their phone within 100-500 Rs of Price Range, 40 had purchased it within 500-1000 Rs, 18 within price range of 1000-1500, 11 within price range of 1500-2000 and 12 within range of above 2000. 27 individuals could not recall the price of their phones. Among the users of Orpat 5 had bought their phone within 100-500 Rs of Price Range, 53 had purchased it within 500-1000 Rs, 47 within price range of 1000-1500, 16 within price range of 1500-2000 and 15 within range of above 2000.26 individuals could not recall the price of their phones. 3 users of other brands had purchased their phone within 100-500 Rs of Price Range, 22 had purchased it within 500-1000 Rs, 22 within price range of 1000-1500, 12 within price range of 1500-2000 and 16 within range of above 2000. 4 individuals could not recall the price of their phone.
Table no. 5:-Warranty/Guarantee and Brand
Beetel Yes No Do not Recall Total 230 97 86 413 Panasonic BPL 152 34 42 228 67 20 25 112 Orpat 80 46 36 162 Other 52 26 11 89 Total 581 223 200 1004
Yes No Do not Recall
230 users of Beetel had received guarantee or warranty with phones, while 97 had not received. 86 individuals using Beetel could not recall whether they had received any warranty-Guarantee or not. The chart also reveals that 152 users of Panasonic had received guarantee or warranty with phones, while 34 had not received. 42 individuals using Panasonic could not recall whether they had received any warrantyGuarantee or not. 67 users of BPL had received guarantee or warranty with phones, while 20 had not received. 25 individuals could not recall whether they had received any warranty-Guarantee or not.
80 Orpat users had received guarantee or warranty with phones, while 46 had not received. 36 individuals could not recall whether they had received any warranty-Guarantee or not. 52 users of other brands like Tata and Reliance had received guarantee or warranty with phones, while 26 had not received. Among those 11 individuals could not recall whether they had received any warrantyGuarantee or not.
Table no. 6
reference and BrandBeetel Good Ex. Low price Brand Rep. Rec. by rel. Easily avail. All Total 123 89 85 40 106 105 548 Panasonic BPL 91 23 103 29 45 26 317 41 21 26 14 14 18 134 Orpat 43 19 38 34 107 30 271 Other 18 18 17 7 20 30 110 Total 316 170 269 124 292 209 1380
Beetel Panasonic BPL Orpat Other
Out of the total surveyed users of Beetel 123 had preferred this brand because of good experience in earlier years, 89 asserted that low price was the main force for choosing Beetel as a Brand, 85 had made their purchase keeping in view the Brand reputation of the company,40 had made their purchase being influenced by the recommendation made by their friends or relatives, 106 chose Beetel because of its easy availability and for 105 all these factors or their combination was a driving force for selecting Beetel as their brand. Out of the total users of Panasonic 91 had preferred this brand because of good experience in earlier years, for 23 individuals low price was the main force for choosing Panasonic as a Brand, for 103 had Brand reputation of the company was most important in making purchase ,29 had made their purchase being influenced by the recommendation made by their friends or relatives, for 45 easy availability drew the preference and for 26 a combination of these factors played an important role in making their purchases. Among the users of BPL 41 had preferred this brand because of good experience in earlier years, for 21 individuals low price was the main force for choosing Panasonic as a Brand, for 26 had Brand reputation of the company was most important in making purchase ,14 had made their purchase being influenced by the recommendation made by their friends or relatives, for 14 easy availability drew the preference and for 18 a combination of these factors played an important role in making their purchases. Out of the total users of Orpat 43 had preferred this brand because of good experience in earlier years, for 19 individuals low price was the main force for choosing Panasonic as a Brand, for 38 had Brand reputation of the company was most important in making purchase ,34 had made their purchase being influenced by the recommendation made by their friends or relatives, for 107 easy availability drew the preference and for 30 a combination of these factors played an important role in making their purchases.
Out of the total users of other brands 18 had preferred this brand because of good experience in earlier years, for 18 individuals low price was the main force for choosing panasonic as a Brand, for 17 had Brand reputation of the company was most important in making purchase ,7 had made their purchase being influenced by the recommendation made by their friends or relatives, for 20 easy availability drew the preference and for 30 a combination of these factors played an important role in making their purchases.
Table No. 1:-Type of dealer
Type of dealer Whole seller Retailer Distributer Total 20 56 24 100 Frequency 20 56 24 100 Percentage
TYPE OF DEALER
Series2, DISTRIBUTER , 24, 24% Series2, WHOLESALE R, 20, 20%
Series2, RETAILER, 56, 56%
Out of 100 surveyed dealers 20 dealers were whole sellers, 56 were retailers and 24 were distributers. Considering percentage wise 20% were whole sellers, 56% were retailers and 24% were distributers.
Table No. 2:-Experience of Business
Years of business 1-5 year 5-10 year 10-15 year More than 15 Total 20 31 32 17 100 Frequency 20 31 32 17 100 Percentage
YEARS OF BUSINESS
No of dealers
1-5 year Series1 20
5-10 year 31 Years
10-15 year 32
more than 15 year 17
From the total surveyed Dealers 20 had experience of 1-5 years,31 had experience of 5-10 years, 32 had experience of 10-15 years and rest 17 had experience of more than 15 years.
Table No. 3:-Type of telephone
Type of telephone Regular Cordless Both Total 34 21 45 100 Frequency 34 21 45 100 Percentage
type of telephone
no.of businessman having a type
regular cordless both
types
Out of the 100 dealers surveyed 34 provided only Regular telephones, 21 provided cordless phones and 45 provided both Regular and Cordless phones.
Table No. 4:-Brand in stock
Brand in stock Beetel Panasonic BPL Orpat Other All Total 54 46 15 42 6 4 167 Frequency Percentage 32.34 27.54 8.98 25.15 3.59 2.40 100
BRANDS IN STOCK
Series1, Other,Series1, 6, All, 4, 4% 2% Series1, Orpat, 42, 25% Series1, Beetel, 54, 32%
Series1, BPL, 15, 9% Series1, Panasonic, 46, 28%
As the data of stock kept by Dealers, 54 dealers stock phones of Beetel, 46 keep phones of Panasonic, 15 keep BPL, 42 keep phones of Orpat, 6 Keep other brands like Tata, Reliance and 4 dealers keep all these brands in stock. Considering percentage, 32.34% of dealers stock Beetel phone, 27.54% of dealers stock Panasonic, 8.98% stock BPL, 25.15% of dealers stock Orpat, 3.59% of dealers stock other brands and 2.40% of dealers stock all brands.
Table No. 5:-Highest selling brand
Brand Beetel Panasonic BPL Orpat Other Total 37 34 4 22 3 100 Frequency 37 34 4 22 3 100 Percentage
HIGHEST SELLING BRAND
Series1, Orpat, 22, 22% Series1, BPL, 4, 4%
Series1, Other, 3, 3% Series1, Beetel, 37, 37%
Series1, Panasonic, 34, 34%
From the viewpoint of dealers 37% of dealers answered that Beetel isthe highest selling brand, 34% of dealers responded that Panasonic is the highest selling brand, 4% of dealers responded that BPL is the highest selling brand, 22% of dealers told Orpat is the highest selling brand, 3% of dealers answered that other like Tata, Reliance are highest selling brand.
Table No. 6:-Reasons for highest selling of any brand
Reason Less price Good marketing strategy Quality All Other Total 32 7 48 24 0 111 Frequency Percentage 28.83 6.31 43.24 21.62 0 100
REASONS FOR HIGHEST SELLING BRAND
NO. OF DEALERS less…
REASONS
On being asked, the reason for highest sell of any brand, 32 dealers responded that less price was the main reason for highest sell of brand, while according to 7 dealers, Good marketing strategy was the main reason for the highest sell of brand, 42 dealers responded that Quality product was the main reason for the highest sell of brand.
Considering percentage wise, the 28.83% of dealers responded that less price was the main reason for highest sell of brand, while according to 6.31% of dealers, Good marketing strategy was the main reason for the highest sell of brand, 43.24% of dealers responded that Quality product was the main reason for the highest sell of brand and 21.62% of dealers responded that all reasons were for the highest sell of brand.
Table No. 7:-Lowest selling brand
Brand Beetel Panasonic BPL Orpat Other Total 10 15 30 18 27 100 Frequency 10 15 30 18 27 100 Percentage
LOWEST SELLING BRAND
NO. OF DFALERS
Beetel
BRANDS
Out of 100 surveyed dealers 10% of dealers responded that Beetel was the lowest selling brand, 15% of dealers told that Panasonic was the lowest selling brand, 30% responded that BPL was the lowest selling brand, 18% of dealers told that Orpat was the lowest selling brand and 27% of dealers told that other brand like Tata and Reliance were least sold.
Table No. 8:-Mostly sold colors
Mostly sold Colors White Black Blue Grey Other Total 60 60 16 30 40 206 Frequency 29.13 29.12 7.77 14.56 19.42 100 Percentage
MOSTLY SOLD COLOR
NO.OF DEALERS
whit e blac k blue
COLORS
From the total surveyed dealers 60 asserted that White was the most preferred color, 60 asserted that most preferred color was Black, 16 dealers asserted that Blue was most preferred color, 30 dealers said that most preferred color was Grey, 40 asserted that other color like Maroon, Silver were most preferred brands.
Considering percentage wise, 29.13% of dealers asserted that White was the most preferred color, 29.13% of dealers asserted that most preferred color was Black, 7.77% of dealers asserted that Blue was most preferred color, 14.56% of dealers said that most preferred color was Grey, 19.42% of dealers asserted that other color like Maroon, Silver were most preferred brands.
Table No. 9:-Time period for placing order
Time period Weekly Fortnightly Monthly Quarterly Total 16 25 36 23 100 Frequency 16 25 36 23 100 Percentage
TIME PERIOD FOR PLACING ORDER
NO.OF DEALERS
weekly
TIME PERIOD
Out of 100 dealers 16 dealers place order weekly, 25 place it fortnightly, 36 place it monthly and rest 23 place it quarterly.
Table No. 10:-Source of advertising
Sources News paper Television Exhibition Hoardings No advertisement Other Total 29 31 6 21 34 2 123 Frequency Percentage 23.58 25.20 4.84 17.07 27.64 1.63 100
SOURCES OF ADVERTISEMENT
Series1, no advertisment, 34, 28%
Series1, other, 2, 2%
Series1, newspapers, 29, 23%
Series1, hordings, 21, 17%
Series1, television, 31, 25% Series1, exhibition, 6, 5%
29 dealers asserted that the most preferred brand was advertise through Newspapers, 31 dealers asserted that the brand was advertise through Television, 6 asserted that the mode of advertise was Exhibition, while according to21 dealers Hoardings was the source of advertisement, while 34 responded that no advertisement source was used to advertise the brand.
Considering percentage wise, 23.58% asserted that the most preferred brand was advertise through Newspapers, 25.20% asserted that the brand was advertise through Television, 4.88% asserted that the mode of advertise was Exhibition, while according to 17.07% Hoardings was the source advertisement, while 27.64% responded that no advertisement source was used to advertise the brand.
Table No. 12:-Is the sale of telephone reducing due to easy availability of mobile?
Reducing telephone selling Yes No Total 81 19 100 Frequency Percentage 81 19 100
IS SALE OF TELEPHONE REDUCING
Series1, no, 19, 19%
Series1, yes, 81, 81%
On being asked whether sale of telephone is reducing due to easy and cheap availability of mobile, 81% responded that yes it is decreasing; while19% responded that no it is not reducing.
Findings
44% of people prefer mobile phones over landlines.
The main reason behind this is easy availability of mobiles, with various schemes which are not available in telephones.
Majority of people have ‘Beetel’ as their regular phone because it is provided by BSNL with connection.
Consumers generally prefer Beetel as a brand because it provides quality services with reasonable rates.
Beetel does not generally advertise itself because Bharti Teletech (Beetel) has a tie-up with BSNL by which Beetel phones are by default provided with BSNL connection.
Most of the dealers stock Beetel as it is more demanded.
The company does not provide schemes or discount but quality speaks for the company.
Suggestions
The company have already occupied a good position in customers’ mind as a telephone instrument provider. So the company should concentrate now more on other objectives.
The company should try to decrease the price without sacrificing their quality.
Good incentive schemes should be introduced for dealers So that they may also aggressively promote the product.
All brands should adopt personal selling method.
Limitations
Difficulties and challenges are part and parcel of any project. Yet we endeavored to overcome and resolve them. Following are the limitations faced by us.
Limited experience of the corporate world at S.Y. level.
Out of several survey techniques we could use only ‘Questionnaire Method’.
The survey was restricted to Ahmedabad only, so its results will not be applicable to outside Ahmedabad.
There were some people whom we surveyed who didn’t take our survey seriously.
As we all are doing this kind of research for the first time there can be some mistakes done by us due to inexperience.
Thus despite of the limitations we tried to make as accurate report as we could make.
Conclusion
We would finally conclude the project with high satisfaction of having gained enormous knowledge about Market Research of ‘Telephone Instrument’.
We thank to not only valued co- operation of the respondents that we surveyed but also our project guide Dr. Mala sheth and Dr.Sarla Achuthan, the director of K.S.SCHOOL OF BUSINESS MANAGEMENT who gave us such a wonderful opportunity to learn so much about the practical aspect of life and how to apply theoretical knowledge in practical life.
We learnt how to deal with people in different circumstances and how to maintain contacts. The important part was extracting as much as information as possible. We enjoyed in our group that encouraged us to finish this project work successfully.
Apart from practical knowledge, this project work also enriched our communication skills.
Bibliography
Marketing Management- Philip Kotler (13th Edition) Marketing Management- Rajan Saxena (2nd Edition)
Webography
www.wikipedia.com www.beetel.in www.google.com
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