Market Research of Vodafone and Heritage Essay

A REPORT ON MARKET RESEARCH AT OGILVY AND MATHER WITH SPECIAL REFERENCE TO CONSUMER RETAIL By R. NIRANJAN BHARATHI 09BSHYD1072 OGILVY AND MATHER A REPORT ON MARKET RESEARCH AT OGILVY AND MATHER WITH SPECIAL REFERENCE TO CONSUMER RETAIL By R. NIRANJAN BHARATHI 09BSHYD1072 OGILVY AND MATHER [pic] A report submitted in partial fulfillment of the requirements of MBA program of IBS Hyderabad Distribution List 1. Prof. Vasumathy Hariharan – Faculty Guide 2. Mr. Sai Sunil – Company Guide Date of submission 21/05/2010 AUTHORIZATION This is to certify that R.

Niranjan Bharathi, Enrollment No. 09BSHYD1072 has completed his Summer Internship at Ogilvy and Mather, Chennai and has submitted this project report entitled “Market research at Ogilvy and Mather with special reference to consumer retail” towards the partial fulfillment of the requirements of MBA Program, IBS Hyderabad, 2009-2011. ACKNOWLEDGEMENTS I would like to thank Mr. Prakash Dharmarajan, Head, Ogilvy and Mather Chennai who gave me the opportunity to work as an intern in Ogilvy and Mather. Next I would like to thank Mr. Raghunath, Mr. Sai Sunil, Mr. Subramanian and Mr.

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Ram of Ogilvy and Mather who designated my tasks which gave me an opportunity to learn about the advertising industry and enhance my managerial skills. Finally, I would like to thank my faculty guide Prof. Vasumathy, who was very motivating and helped me complete my summer internship project on a successful note. I am also grateful for the unstinted support provided by her throughout my internship. TABLE OF CONTENTS AUTHORIZATIONi ACKNOWLEDGEMENTSii TABLE OF CONTENTSiii SYNOPSISv ABSTRACTvi SUMMARYvii LIST OF ILLUSTRATIONSviii LIST OF TABLESix 1INTRODUCTION1 2MARKET RESEARCH IN TELECOM SECTOR- VODAFONE2 . 1Questionnaire – Vodafone market research3 2. 2Survey findings from Madurai, Sivakasi and Virudhunagar5 2. 2. 1MADURAI – What the Customers say? 5 2. 2. 2MADURAI – What the Retailers say? 7 2. 2. 3SIVAKASI – What the Customers say? 9 2. 2. 4SIVAKASI – What the Retailers say? 13 2. 2. 5VIRUDHUNAGAR – What the Customers say? 16 2. 2. 6VIRUDHUNAGAR – What the Retailers say? 20 2. 3Vodafone Campaigns22 2. 3. 1Bonus Rs. 89 Recharge Campaign22 2. 3. 2Mobisode Campaign24 2. 4Others25 3MARKET RESEARCH IN DAIRY SECTOR – HERITAGE26 3. 1Questionnaire – Heritage market research27 3. 2Findings28 3. . 1What the Heritage Fresh retailers say? 28 3. 2. 2What the other retailers say? 30 3. 2. 3What the Customers say? 31 3. 2. 4Customer Suggestions34 3. 2. 5Customers’ thought on Milk Brands and Super Markets34 3. 2. 6Statements made by Customers35 3. 3What the Heritage Parlors say? 37 3. 4Available Milk brands38 3. 5Survey of Milk Brands40 3. 5. 1Questionnaire – General Survey milk brands40 3. 5. 2Findings40 4ADVERTISEMENTS43 4. 1TV Campaigns43 4. 1. 1Coca Cola43 4. 1. 2Minute Maid Nimbu Fresh43 4. 2Study of the Print Advertisement process44 4. 2. 1Vodafone Business Cards (Tamil)44 4. 2. Vodafone Chinna, Full Talktime and Validity recharges (Tamil)45 4. 2. 3Vodafone iPhone 3G45 4. 2. 4Vodafone Magic Box for Rs. 79946 4. 2. 5ITC Mangaldeep46 5OTHERS47 5. 1Survey on Bhutan Tourism Corporation Limited (BTCL) activities47 5. 1. 1BTCL Questionnaire47 5. 1. 2Survey Results and Findings50 6REFERENCES51 SYNOPSIS The topic for the intern given during the summer internship project is “Market research at Ogilvy and Mather with special reference to consumer retail”. During the summer internship project the intern was asked to do a market research for Ogilvy and Mather in two sectors.

They are the telecom sector and the dairy sector. In the telecom sector the market research was done for Vodafone and in the dairy sector the market research was done for Heritage. The purpose of conducting a market research for Vodafone is to find out the market share of Vodafone compared to other market players. The purpose of conducting a market research for Heritage is to identify the brand image of Heritage. The scope of doing a market research for Vodafone was limited only to Tamilnadu and for Heritage it was limited only to Chennai. A combination of primary data and secondary data was used to complete the project.

The sources of primary data include preparing questionnaires, conducting interviews, conducting surveys. The sources of secondary data include collecting relevant information from Internet, books. The intern was also given the opportunity to understand the processes involved in generating print advertisements. ABSTRACT A combination of primary as well as secondary data was used to do market research. The sources of primary data are preparing questionnaires, conducting surveys and interviews, etc. The sources of secondary data include getting the relevant data from the Internet and also referring to books.

For Vodafone only primary data were used. Hence questionnaires were prepared to conduct surveys and interviews. For Heritage a combination of primary data as well as secondary data was used. Hence questionnaires were prepared to conduct surveys and interviews. The website of Heritage was referred to know about the various products of Heritage, the addresses of various branches of Heritage Fresh retail outlets and the addresses of Heritage parlors in Chennai. Books on business research methodology were referred to understand the nuances of conducting survey and the various types of sampling techniques.

For both Vodafone and Heritage cross sectional study was conducted in order to get the relevant information. SUMMARY The objective of this project is to do a market research for two sectors in the consumer retail industry. They are telecom sector as well as dairy sector. In the telecom sector the market research was done for Vodafone and in the dairy sector the market research was done for Heritage. The purpose of doing a market research for Vodafone is to find out the market share of Vodafone compared to other market players and the purpose of doing a market research for Heritage is to find out the brand image of Heritage.

LIST OF ILLUSTRATIONS Figure 1- THE SIMPLEST ADVERTISMENT IN THE WORLD6 Figure 2- A MOBILE CONNECTION TOO NEEDS A GLAMOUR QUOTIENT HMM!!! 7 Figure 3- AN IDEA A DAY KEEPS THE COMPETITORS AWAY!! 9 Figure 4 – AIRCEL GETTING A BIRDS EYE VIEW11 Figure 5 – AIRCEL AND VODAFONE FLYING ON A HIGH!! 12 Figure 6 – A BATTLE BETWEEN TWO NEIGHBOURING ALPHABETS – “U AND V”14 Figure 7 – A FRUITFUL IDEA15 Figure 8 – LIFE PARTNERS OR BUSINESS PARTNERS – THIS PICTURE SHOWS A RETAILER SHOP SELLING MOBILE PHONES AS WELL18 Figure 9 – FOOTWEAR AND “EAR” WEAR TOGETHER19 Figure 10 – IF ONE FISH GOES RIGHT HOW WILL THE OTHER FISH TURN LEFT? 1 Figure 11 – HERITAGE means MILK26 Figure 12 – HERITAGE FLAVORED MILK IN BOTTLES29 Figure 13 – HERITAGE “FRESH” ATTA30 Figure 14 – HERITAGE PRODUCTS31 Figure 15 – HERITAGE ICECREAMS32 Figure 16 – HERITAGE PICKLES33 Figure 17 – HERITAGE TEA34 Figure 18 –PULSES FROM HERITAGE35 Figure 19 – HERITAGE HONEY37 Figure 20 – HERITAGE JAM38 LIST OF TABLES Table 1 – MADURAI CUSTOMERS’ FEEDBACK5 Table 2 – MADURAI RETAILERS’ FEEDBACK7 Table 3- SIVAKASI CUSTOMERS’ FEEDBACK9 Table 4 – SIVAKASI RETAILERS’ FEEDBACK13 Table 5 – VIRUDHUNAGAR CUSTOMERS’ FEEDBACK16

Table 6 – VIRUDHUNAGAR RETAILERS’ FEEDBACK20 Table 7 – MILK BRANDS SOLD IN EGMORE38 Table 8 – MILK BRANDS SOLD IN ANNA NAGAR39 INTRODUCTION The intern did the summer internship program in Ogilvy and Mather, Chennai . Ogilvy and Mather established in the year 1928, tops the rank of the best advertising agencies in India. It was found by David Ogilvy, the father of advertising. Ogilvy and Mather has the reputation of strengthening the brand image of various companies like Asian Paints, Cadbury, Fevicol, Vodafone and many more, through its appealing and impressive advertisements.

Ogilvy and Mather shortly termed as O and M has a team of 125 people working in Chennai, Bangalore, Hyderabad, Mumbai, Kolkata and Delhi. O and M develops campaigns for 40 brands within and outside India. In O and M, the business of building brands is conducted through a proprietary way of thinking and working called the 360 Degree Brand Stewardship. This 360 degree brand stewardship includes TV, radio, print media, public relations, e-mail marketing, telemarketing, direct marketing, website banners and outdoor media which helps Ogilvy and Mather to build a powerful brand image for their clients.

The topic given for the intern for the summer internship project was “Market research at Ogilvy and Mather with special reference to consumer retail”. The intern was given two sectors to do market research. They are telecom and dairy sector. In telecom sector market research was done for Vodafone and in the dairy sector market research was done for Heritage. The purpose of conducting a market research for Vodafone was to find out the market share of Vodafone compared to other market players. The purpose of conducting a market research for Heritage was to identify the brand image of Heritage.

The area of market research for Vodafone was limited to Tamilnadu and the area of market research for Heritage was limited to Chennai. A combination of primary data and secondary data were used to complete the project. The sources of primary data included preparing questionnaires, conducting interviews and surveys. The sources of secondary data included collecting relevant information from the Internet and other relevant books. The intern was also given the opportunity to learn and understand the processes involved in generating print advertisements. MARKET RESEARCH IN TELECOM SECTOR- VODAFONE

The market research was first done for Vodafone. As stated above, the overall objective of the market research is to find out the market share of Vodafone compared to other market players. The market research for Vodafone required only primary data. Hence questionnaires were prepared and surveys and interviews were conducted. The scope of conducting this research was confined to Tamilnadu and it was conducted in Madurai, Sivakasi and Virudhunagar. The survey was conducted among the customers as well as the retailers. (Customers here refer to people who possess a mobile connection).

Since the target group was general mobile customers, no special methods of sampling was used to select the target audience. The target sample size for customers was 25-30 on a single day and for retailers it was 15. The objective of the market research was to focus mainly on customers and get the relevant information. The research was conducted for three days in Madurai, Sivakasi and Virudhunagar. The type of customers surveyed included youngsters, working class, women and elderly people. Since the survey had to be conducted among people who possessed a mobile connection, the customers included middle class and upper class customers.

The questionnaire prepared for the survey and the findings of the survey are given below. 1 Questionnaire – Vodafone market research Consumers (Includes people who have/don’t have mobiles) General ? Who is your favorite service provider? Why? ? Which network provides the best coverage? ? Which network provides the best calling plans? ? Which network provides the best features? ? If you want to activate a new network which network would you prefer? ? What attribute you would look for while activating a network? ? What are the advantages of your service provider? What are the disadvantages of your service provider? ? Why you don’t prefer Vodafone? Vodafone ? Why did you buy Vodafone? ? Why do you like Vodafone? ? Which feature do you like in Vodafone? ? What do you like to change in Vodafone? ? What do you think about the calling plans of Vodafone? ? What do you think about the Internet/GPRS feature of Vodafone? ? Do you prefer prepaid or postpaid connection? ? How will you rate Vodafone in coverage? ? Do you text more or do you call more? ? Do you check emails in this Vodafone network? ? What services would you like Vodafone to provide? What services are used more frequently by the customers? ? Are you happy with the service centers? RETAILERS/DEALERS ? Which network do people prefer the most? ? Which network is the most profitable? ? Which network offers the best plans? ? How many people buy Vodafone? ? Who is the competitor for Vodafone? ? What are the advantages of Vodafone? ? What are the disadvantages of Vodafone? ? What would you like to change in Vodafone? ? What feature do people mainly look for in Vodafone? (Network, tariff, new services, etc)? ? What sections of people buy Vodafone the most? Youth, children, middle age, elders) 2 Survey findings from Madurai, Sivakasi and Virudhunagar 1 MADURAI – What the Customers say? Table 1 – MADURAI CUSTOMERS’ FEEDBACK |Factors |Vodafone |Airtel |Aircel |BSNL |Reliance | |Signal Strength |The signal strength is|The signal strength |The signal strength |The signal strength is|The signal strength is| | |good. |is excellent |is good |good |good | |Call Rates The call rates are |The call rates are |The call rates are |The call rates are |The call rates are | | |satisfactory |satisfactory |satisfactory |high |satisfactory | |SMS Rates |The SMS rates are |The SMS rates are |The SMS rates are |The SMS rates are |The SMS rates are | | |satisfactory |satisfactory |satisfactory |satisfactory |satisfactory | |GPRS/Browsing Rates |The browsing rates are|There are no users of|There are no users of|There are no users of |There are no users of | | |satisfactory |Internet |Internet |Internet |Internet | |Customer Service |Happy with the |Happy with the |Happy with the |Not happy with |Happy with the | | |customer service |customer service |customer service |customer service |customer service | |Advantages | |Bonus package is | | | | | | |easily available | | | | | | |Powerful brand image | | | | |Complaints |Signal can be | | |Sending unnecessary |No charge while | | |strengthened. | | |promotional SMS |activating a caller | | |Offers should be more | | | |tone (In Vodafone they| | |frequent. | | | |charge 6 Rs/min). | |Vodafone sets the | | | |Since there is online | | |caller tones by | | | |activation the caller | | |themselves without the| | | |tone is immediately | | |consent of the | | | |set. | | |customers. | | | | | | |Customers don’t want | | | | | | |Interactive Voice | | | | | | |Response while calling| | | | | | |the customer service. | | | | | |Vodafone could come up| | | | | | |with a tracking system| | | | | | |with the GPRS they | | | | | | |provide | | | | | Facts • The number of customers surveyed: 28. • The details are Airtel – 17, Vodafone – 6, Aircel – 3, Reliance – 1, BSNL – 1. • Number of prepaid customers : 23, Number of postpaid customers : 5. [pic] Figure 1- THE SIMPLEST ADVERTISMENT IN THE WORLD Conclusion • From the survey conducted it was found that Airtel is preferred by most of the customers followed by Vodafone and Aircel. • There are not much takers for Reliance and BSNL. • There are no customers for Tata Docomo, Idea and MTS. [pic] Figure 2- A MOBILE CONNECTION TOO NEEDS A GLAMOUR QUOTIENT HMM!!! 3 MADURAI – What the Retailers say? Table 2 – MADURAI RETAILERS’ FEEDBACK Factors |Vodafone |Airtel |Aircel | |Signal Strength |Signal strength is satisfactory |Signal strength is excellent |Signal strength is satisfactory | |Call Rates |Vodafone should reduce the call |Best in call rates |Call rates are satisfactory | | |rates | | | |Service |Service is satisfactory |Service is satisfactory |Best in Service | |Distribution Network |Best in distribution network |Distribution network is |Distribution network is | | | |satisfactory |satisfactory | |Profit Margin |All players provide the same |All players provide the same |All players provide the same | | |profit margin |profit margin |profit margin | |Advantages |- |- |- | |Complaints |Vodafone should provide higher |- |- | | |talk time offers frequently. | | | | |Customers expect more talk time | | | | |when they a buy a new Vodafone | | | | |SIM card.

The details are | | | | |Vodafone – Rs. 5, Tata Docomo – | | | | |Rs. 35, Airtel – Rs. 18, Aircel –| | | | |Rs. 52, Reliance – Rs. 50. | | | | |Vodafone should promote recharge | | | | |activities on a large scale. | | | |Customers expect more add on | | | | |packages from Vodafone (For | | | | |example in MTS we have a scheme | | | | |where MTS-MTS is free throughout | | | | |Tamilnadu) and Vodafone should | | | | |concentrate on earning new | | | | |customers. | | | [pic] Figure 3- AN IDEA A DAY KEEPS THE COMPETITORS AWAY!! 4 SIVAKASI – What the Customers say? Table 3- SIVAKASI CUSTOMERS’ FEEDBACK |Vodafone |Airtel |Aircel | |Factors | | | | |Signal Strength |Signal coverage is satisfactory |Signal coverage is excellent. |Signal coverage is satisfactory | |Call Rates |Call rates are satisfactory |Call rates are satisfactory |Call rates are excellent | |Service |Service is excellent. |Service is satisfactory |Service is satisfactory | |Distribution Network |Distribution Network is |Distribution Network is good |Distribution Network is good | | |excellent. | | |Profit Margin |All players provide the same |- |- | | |profit margin | | | |Advantages |Vodafone provides good monetary |- |- | | |incentives | | | |Complaints |Vodafone should provide full talk|- |- | | |time offers more frequently. | | | | |Vodafone should try to expand | | | | |their customer base.

Currently | | | | |their focus is only on retaining | | | | |existing customers rather than | | | | |earning new customers. Vodafone | | | | |should reduce their SIM card | | | | |rates. | | | [pic] Figure 6 – A BATTLE BETWEEN TWO NEIGHBOURING ALPHABETS – “U AND V” [pic] Figure 7 – A FRUITFUL IDEA 5 VIRUDHUNAGAR – What the Customers say? Table 5 – VIRUDHUNAGAR CUSTOMERS’ FEEDBACK |Vodafone |Airtel |Aircel |BSNL |Reliance |Idea |Tata Docomo | |Factors | | | | | | | | |Signal Strength |Signal strength is |Signal strength is |Signal strength is |Signal strength is |Signal strength is |Signal strength is |Signal strength is | | |satisfactory |satisfactory |satisfactory |satisfactory |satisfactory |satisfactory |satisfactory | |Call Rates |Call rates is |Call rates is |Call rates is |Call rates is |Call rates is |Call rates is |Call rates is | | |satisfactory |satisfactory |satisfactory |satisfactory |satisfactory |satisfactory |satisfactory | |SMS Rates |SMS rates is |SMS rates is |SMS rates is |SMS rates is |SMS rates is |SMS rates is |SMS rates is | | |satisfactory |satisfactory |satisfactory |satisfactory |satisfactory |satisfactory |satisfactory | |Customer

Service |Service is |Service is |Service is |Service is |Service is |Service is |Service is | | |satisfactory |satisfactory |satisfactory |satisfactory |satisfactory |satisfactory |satisfactory | |Advantages |- |Powerful Brand Image | |3G Technology |Reliance |They provide full |Signal strength is | | | | | | | |talk time offers |satisfying | | | | | | | |for small amounts | | | | | |- | | | | | |Complaints |Signal coverage can|Should ask the |- |- |- |Sending unwanted |- | | |be improved. |customers before | | | |SMS. | | | |SMS rates can be |activating the caller | | | | | | | |reduced. |tone. | | | | | | | |Sending unwanted |Should introduce full | | | | | | | |SMS or making calls|talk time offers. | | | | | | |about any | | | | | | | | |promotional | | | | | | | | |features. | | | | | | | | |Not introducing | | | | | | | | |caller tones | | | | | | | | |specific to a | | | | | | | | |religion.

The | | | | | | | | |customers want | | | | | | | | |Vodafone to send | | | | | | | | |messages to them | | | | | | | | |regarding the | | | | | | | | |caller tones since | | | | | | | | |they know which | | | | | | | | |religion they | | | | | | | | |belong as they have| | | | | | | | |collected their | | | | | | | | |identity proofs. | | | | | | | | |Vodafone should | | | | | | | | |introduce 3G | | | | | | | | |option. | | | | | | | [pic]

Figure 8 – LIFE PARTNERS OR BUSINESS PARTNERS – THIS PICTURE SHOWS A RETAILER SHOP SELLING MOBILE PHONES AS WELL Conclusion • From the survey conducted it was found that Vodafone is preferred by most customers followed by Airtel and Aircel. • There are no users of GPRS/Internet. • There are not much takers for BSNL, Idea and Tata Docomo. • The number of customers surveyed: 24. • The details are Vodafone – 7, Airtel – 5, Aircel – 5, BSNL – 2, Reliance – 3, Idea – 1 and Tata Docomo – 1. • Number of prepaid customers = 19, Number of postpaid customers = 5. [pic] Figure 9 – FOOTWEAR AND “EAR” WEAR TOGETHER 6 VIRUDHUNAGAR – What the Retailers say? Table 6 – VIRUDHUNAGAR RETAILERS’ FEEDBACK Factors |Vodafone |Airtel |Aircel | |Signal Strength |Signal strength is excellent |Signal strength is satisfying |Signal strength is satisfying | |Call Rates |All service providers have more or |All service providers have more or |All service providers have more or | | |less the same call rates |less the same call rates |less the same call rates | |Service |Service is satisfactory |- |Service is excellent. |Distribution Network |Distribution network is |- |Distribution network is excellent | | |satisfactory | | | |Profit Margin |All players provide the same profit|All players provide the same profit|All players provide the same profit| | |margin |margin |margin | |Advantages |Provides good incentives | |Provides good incentives.

Provides | | | | |more talk time offers compared to | | | | |others | |Complaints |Vodafone can reduce the call rates | | | | |and SMS rates. | | | | |Vodafone can also reduce the SIM | | | | |card rates. | | | | |Vodafone should provide 6 months | | | | |booster package. | | | |Vodafone doesn’t try to get new | | | | |customers. It tries to retain the | | | | |existing customers. | | | [pic] Figure 10 – IF ONE FISH GOES RIGHT HOW WILL THE OTHER FISH TURN LEFT? 3 Vodafone Campaigns The intern was also asked to find out the impact of two campaigns of Vodafone: 1. Bonus Rs. 89 recharge 2. Mobisode (Mobile Episode) Under the first campaign Vodafone customers can call Vodafone customers for only 10p/min. The second campaign is called Mobile Episode shortly termed as Mobisode.

Under this scheme when you a call a number given by Vodafone you can get the updates of two serials Thirumathi Selvam and Thendral for the past two episodes. The call charges are Re 1/min. A questionnaire was prepared to do a survey for the above two campaigns. The target group for this survey were the retailers. The target sample size for conducting this survey was 15-20. This study was limited only to Chennai. The places visited were Egmore, Nungambakkam, Chetpet, Annanagar, Choolaimedu and T. Nagar. The questions put forth to the retailers and their responses are given below. 1 Bonus Rs. 89 Recharge Campaign Retailers (Area – Nungambakkam, Chetpet) What do you think about this offer by Vodafone? ? This offer is an excellent offer from Vodafone. ? This offer is appreciated by everyone. This offer is very beneficial as it helps the customers to talk for a longer period of time. How many people have utilized this offer? ? In a day 2-5 people subscribe to this offer. What are the advantages of this offer? ? Customer satisfaction. ? When you consider other networks like Airtel and Aircel which provide the same kind of offer Vodafone is preferred by many. ? Vodafone also has a scheme for Rs. 125 but the scheme of Rs. 89 is sold more. ? Increase in the number of customers. What are the disadvantages of this offer? ? The cost of Rs. 89 is very high. ? The scheme is only for a limited period of time (1 month). What sections of the people buy this offer? Youngsters subscribe to this scheme more. How can Vodafone improve this offer? ? The cost of Rs. 89 can be reduced. ? The offer can be extended for 3 months or more. Do all the shops have the POS for 10p/min bonus recharge Rs. 89? ? Only a few shops have POS. Do you recommend the customers for 10p/min activation? ? Most of the customers are aware of this scheme as Vodafone sends an SMS whenever there is an offer. ? Only when they are not aware the retailers recommend about this offer. Retailers (Area – Annanagar, T. Nagar and Choolaimedu) What do you think about this offer by Vodafone? ? This offer is an excellent offer from Vodafone. ? This offer is appreciated by everyone. This offer is very beneficial as it helps the customers to talk for a longer period of time. How many people have utilized this offer? In a day 5-10 people subscribe to this offer. What are the advantages of this offer? ? Customer satisfaction. ? This offer provides a competitive advantage for Vodafone. ? Increase in the number of customers. What are the disadvantages of this offer? ? The cost of Rs. 89 is very high. ? The scheme is only for a limited period of time (1 month). What sections of the people buy this offer? ? All categories of customers (youth, middle aged men, elders) subscribe to this scheme. How can Vodafone improve this offer? ? The cost of Rs. 89 can be reduced.

If it is reduced all customers who have opted for 50p scheme may opt for this 10p booster scheme (There is a scheme available in Vodafone where when you pay Rs. 23 you get charged only 50p for making calls to all mobiles and landlines throughout India. Moreover this offer has a validity of 365 days. ). This will ultimately lead to increase in the number of customers. ? Most of the Vodafone customers ask for yearly booster packages. So the validity of this offer can be extended. Do all the shops have the POS for 10p/min bonus recharge Rs. 89? ? Only a few shops have POS. Do you recommend the customers for 10p/min activation? ? Most of the customers are aware of this scheme as Vodafone sends an SMS whenever there is an offer. Only when the customers are not aware the retailers recommend about this offer. 2 Mobisode Campaign Retailers (Area – Nungambakkam, Chetpet) Are you aware of this offer from Vodafone? ? None of the retailers are aware about this offer. What do you think about this offer from Vodafone? ? This offer doesn’t seem to be a great offer. ? This offer hasn’t reached the public as the media coverage is very minimal. It is too early to predict the impact of this scheme. ? This offer may not be successful in the long run as not all housewives may be aware. What are the advantages of this offer? ? None. What are the disadvantages of this offer? ? Most of the housewives would not spend time to call Vodafone and get the summary.

They would rather ask for the story from the housewives living in the neighborhood. ? The charges for this offer are 1 Re/min. This is very high. How can Vodafone improve this offer? ? Vodafone should promote this offer in television especially during serial breaks. ? Vodafone should reduce the call charges. Do you have the POS for it? ? None. Retailers (Area – Annanagar, T. Nagar and Choolaimedu) Are you aware of this offer from Vodafone? ? None of the retailers are aware about this offer. What do you think about this offer from Vodafone? ? This offer doesn’t seem to be a great offer as it is considered as a waste of time. ? This offer hasn’t reached the public as the media coverage is very minimal.

It is too early to predict the impact of this scheme. What are the advantages of this offer? ? None. What are the disadvantages of this offer? ? Most of the housewives would not spend time to call Vodafone and get the summary. They would rather ask for the story from the housewives living in the neighborhood. ? The charges for this offer are 1 Re/min. This is very high. ? Most of the housewives who watch serials don’t have Vodafone connection. How can Vodafone improve this offer? ? Vodafone should promote this offer in television especially during serial breaks. ? Vodafone should reduce the call charges. Do you have the POS for it? ? No. 4 Others

The intern was also asked to mark the Taluks having Vodafone network coverage under the Dharmapuri, Erode and Tiruchirapalli districts using the respective district map. MARKET RESEARCH IN DAIRY SECTOR – HERITAGE As stated above, the objective of conducting a market research for Heritage was to find out the brand image of Heritage among the public. The survey was limited only to Chennai. This project required collection of both primary as well as secondary data. The sources of primary data included preparing questionnaires, conducting surveys and interviews. The sources of secondary data included getting the relevant information from Internet and books.

The target audience was people who use products bearing the Heritage brand, store managers of Heritage Fresh retail outlets, Heritage parlor owners and owners of departmental stores. The customers of Heritage products may be aplenty. Hence the best way to find out the Heritage customers is to go to Heritage Fresh stores where there will be a lot of customers. The addresses of Fresh retail outlets and Heritage parlors were downloaded from the internet. The target sample size for the customers was 30. The target sample size for Fresh retailers /Parlor owners were 15 and the target sample size for other retailers were 10. The questionnaire prepared for the survey and the findings of the survey are given below. Pictures Some pictures were taken during the market research of Heritage.

These pictures were taken mainly to find out the packaging styles of various products of Heritage and Heritage Fresh (A Retail outlet of Heritage) and also to understand the branding strategies adopted by Heritage to promote their products. [pic] Figure 11 – HERITAGE means MILK 1 Questionnaire – Heritage market research Consumers ? Which brand of milk do you buy? And why? o If that brand is not available, which are the other brands you would consider? ? Which are the super markets you visit? ? Which are the other super markets you would consider visiting and why? ? Do you buy products which have the tag of the super market brand (for example, grocery items like sugar, rave, ready-to-eat items like Spencers Daily – Noodles, pickles etc) o If yes, which are the products you buy from them Which are the products where you wouldn’t prefer buying a Pvt. label brand? ? When I say ‘Heritage’ what comes to your mind? ? If I ask you to use one word to represent Heritage, what would you tell? ? If I say to define Heritage as a person / character – what would you tell? (Father, Mother, etc. ) ? Any experience / memories that you have had with Heritage products (Milk, Yogurt, etc. ) ? Apart from milk, have you bought any of their products (Sweets, Ice creams, Tea, Pickle, Nankeen, etc. ) ? Have you visited their parlors? ? What is your take on their products and parlors? Retailers ? How long are you associated with the company? ? Which are the products that move well? Who many walk-ins you get in a day? What kind of customers visits your stores? ? What are the complaints that are raised frequently by customers? ? What is your opinion on the company? Are there any specific issues? Other retailers ? Do you sell Heritage milk? How is it moving? ? What is your take on the product / company? ? Are there any specific issues? ? If Heritage introduces products like Pickle, Tea, Namkeens, corn flakes, noodles and range of food products( like haldirams) will it be accepted ? ? What is your opinion / suggestion for the company to be successful? 2 Findings 1 What the Heritage Fresh retailers say? • Number of retailers surveyed : 15 Places where the survey was conducted : Annanagar, Mogappair East, Mogappair West, Ayanavaram, Aminjikarai, Shenoy Nagar, Choolaimedu, Bazullah Road T Nagar, Venkatanarayana Road T Nagar, Kotturpuram, Teynampet, Kodambakkam, Alwarpet, Gopalapuram, Mylapore • On an average 300 customers visit Fresh stores on a daily basis. • From the retailers point of view the products customers buy most often under the Heritage Brand are Milk, Flavored Milk, Ice Cream, Doodh Beda, Papad, Eggs, Sugar, Pickles, and Water. • The retailers are happy with the service provided by Heritage. • The retailers of the Fresh outlets are able to enjoy good profit margin. [pic] Figure 12 – HERITAGE FLAVORED MILK IN BOTTLES The complaints were, (Note: All the products mentioned below, belong to the Heritage Brand) The price is high for Red Gram(Ulutham Paruppu) • The batter made out of Red Gram (Ulutham Paruppu) is not of good quality. • The packaging for Channa is not good. • There are not enough stocks provided for Rajma, Soyabeans. • Honeys, Pickles, Jam are of poor quality. [pic] Figure 13 – HERITAGE “FRESH” ATTA • The Atta is also of poor quality as there are a lot of bugs. It is also very course. • The offers are not clearly written on the packages. • The service is not good and needs to be improved. • There is no proper supply of rice. • Heritage should increase their manpower in order to attend to a lot of customers. • The prices of products are not updated regularly. Heritage can provide vehicles for fresh stores so that the store managers are not required to do the delivery on their own vehicles. • The stores are mainly visited by upper level customers and middle level customers. 2 What the other retailers say? • Number of retailers surveyed: 10. • On an average, 60 Heritage milk packets are sold on a single day. The complaints were, • The retailers feel that Heritage should increase the profit margin. Currently it is only 50p. It should be increased to Rs. 1 • Heritage is not providing coolers for storing milk. • Heritage should increase the credit period (Number of days for storing the product). • Heritage should improve its service. The shop owners are happy with the supply for milk but not happy with the supply for flavored milk. • There are not enough dealers for Heritage. • Heritage should do a lot of promotion if it wants to introduce other types of products like cornflakes, noodles, namkeens etc. [pic] Figure 14 – HERITAGE PRODUCTS 3 What the Customers say? • Number of customers surveyed : 30 • From the survey conducted the products which the customers buy often under the Heritage Brand are Milk, Curd, Lassi, Paneer, Tea, Ice Cream, Dhal, Red Gram(Thuvaram paruppu), Oil, eggs, wheat and cake. • When people hear the term Heritage they immediately associate it with milk. They also expect all the other products of Heritage to be of the same quality as milk.

From this information we can infer that Heritage has established itself as a brand which produces quality milk. Other than milk people attach the attributes cleanliness, taste, reliability and thickness to Heritage. • The dairy products of Heritage are sold more compared to their other products. So a lot of promotion has to be done for the other products in order to reach the public. • From the survey conducted it was found that none of the customers have visited the Heritage parlors. • It was also found that most of the customers don’t buy the products under the brand name “Fresh”. They prefer the traditional branded products. [pic] Figure 15 – HERITAGE ICECREAMS The Ice Creams of Heritage are creamier and the customers like it very much. • From the survey conducted it was found that most of the customers come to Fresh store because it is in their vicinity. If they are not able to go to Fresh, they go to Spencers Daily. [pic] Figure 16 – HERITAGE PICKLES The complaints made by the customers were, • They need to wait for a long time in the queue for billing. • The products are costly. • Heritage wheat is not of good quality. • There is a rumor that Heritage branded products are not healthy. • The taste of Heritage curd is not good. It is very watery. People compare the curd of Heritage with Nestle’s curd. So they expect the curd of Heritage to be of the same quality as Nestle. Heritage Paneer is not of good quality. • Heritage Rice is also not of good quality. Rice when cooked becomes soggy. • Customers don’t like the quality of Jams and Sauces. The packaging should be more attractive. • The taste of Heritage tea is not good. [pic] Figure 17 – HERITAGE TEA 4 Customer Suggestions • Heritage can reduce the prices. • Heritage can introduce vegetables which are organic. • Heritage can also introduce prepaid cards. 5 Customers’ thought on Milk Brands and Super Markets • People rank Aavin, Arogya and Heritage among the top three. Komatha, Jersey, Thirumala and Cavins come next. Aashirvad, Sowbhagya and Nestle come last. People feel that departmental stores are more user friendly. • Customers are not happy with the service provided in super markets. Moreover there are also instances where they face the problem of the stock getting over in super markets. • The products in Reliance Fresh are cheap. The vegetables are fresh. Nilgiris offers nice frozen food. • On the whole people rank super markets in the following way. Spencers Daily, Heritage Fresh, More, Reliance Fresh and Nilgiris. [pic] Figure 18 –PULSES FROM HERITAGE 6 Statements made by Customers 1. “Whenever I hear Heritage, I could think only of milk”. 2. “I don’t use Heritage Pickles. I use only Ambika. ” 3. “I have never visited Heritage Parlors.

Where are they? ” 4. “Your curd is not good. You have pushed Nestle’s curd and placed yourself in that position”. 5. “Heritage milk is very thick”. 6. “I like Heritage Ice Creams. They have a lot of cream”. 7. “Unga Arisi Romba Kuzhanju Porathu”. (Your rice becomes soggy) 8. “Paneer thiri thiriya poidurathu”. (Your Paneer curdles) 9. “We buy only traditional brands. We don’t buy products under the super market brand”. 10. “I come to Heritage Fresh because it is near to our home”. 11. “The Fresh store in Venkatnarayana road is a good strategic location. The one in bazullah road is not”. 12. “I buy only Aavin. If Aavin is not available I buy Heritage”. 3. “Mm you can associate Heritage with cleanliness”. 14. “If I am not able to go to Fresh I will go to Spencers Daily” 15. “The taste of Heritage tea is not good”. 16. “I come to Fresh to buy only vegetables”. 17. “The other products of Heritage except milk need a lot of promotion. If it is there those products will move nicely. 18. “The service staff can be more dynamic”. 19. “I don’t know what to say when I think of Heritage”. 20. “Previously we used to buy Heritage milk but now we don’t buy”. 21. “I don’t use Heritage Papad. You know which one is the famous brand in Chennai. So I get it only from popular”. 22. ”You discount offers are good”. 3. ”Your milk is of very good quality” [pic] Figure 19 – HERITAGE HONEY 3 What the Heritage Parlors say? [pic] Figure 20 – HERITAGE JAM 4 Available Milk brands The intern was also asked to find out the milk brands which are sold in Egmore and Annanagar. The details are given below. Table 7 – MILK BRANDS SOLD IN EGMORE |Brand |Type |Price |Quantity | |Aavin Blue |Double Toned Milk |Rs. 10. 25 |500ml | |Aavin Green |Medium Milk (A combination of |Rs. 4 |500ml | | |Double Toned Milk and Full Cream | | | | |Milk) | | | |Aavin Orange |Full Cream Milk |Rs. 13 |500 ml | |Aavin Nice |Toned Milk |Rs. 11 |500 ml. | |Arogya |Standard Milk, Medium Milk (A |Rs. 14 |500 ml. | |combination of Double Toned Milk | | | | |and Full Cream Milk) | | | |Arogya |Standard Milk |Rs. 13 |500 ml. | |Arogya Special |Full Cream Milk |Rs. 16 |500 ml. | |Dodla |Standard Milk |Rs. 14 |500 ml. | |Hatsun |Toned Milk |Rs. 14 |500 ml. | |Thirumala |Double Toned Milk |Rs. 10 |500 ml. |Thirumala Gold |Standard Milk |Rs. 14 |500 ml. | |Jersey |Type 1 : Double Toned Milk |Rs. 10 |500 ml. | |Jersey |Type 2 :Full Cream Milk |Rs. 16 |500 ml. | |Balaji |Standard Milk |Rs. 15 |500 ml. | |Sangam |Type 1 : Standard Milk |Rs. 10 |500 ml. | | |Type 2 : Standard Milk (Mini) |Rs. 6 |200 ml. | Table 8 – MILK BRANDS SOLD IN ANNA NAGAR Brand |Type |Price |Quantity | |Thirumala |Double Toned Milk |Rs. 12 |500 ml. | |Thirumala Gold |Standard Milk |Rs. 14 |500 ml. | |Heritage |Toned Milk |Rs. 12 |500 ml | |Aavin Nice |Toned Milk |Rs. 11 |500 ml. | |Arogya |Standard Milk |Rs. 14 |500 ml. |Jersey |Type I: Pasteurized Double Toned |Rs. 10 |500 ml. | | |Milk | | | |Jersey |Type II: Pasteurized Toned Milk |Rs. 12 |500 ml. | 5 Survey of Milk Brands The intern was also asked to do a general survey of milk brands in Egmore to find out the market share of each and every brand. The questionnaire prepared for the survey and the findings of the survey are given below. 1 Questionnaire – General Survey milk brands What milk brand do you buy? ? What are the milk brands are you aware of? ? What according to you is fresh milk? ? What are the attributes of good milk? ? What are the occasions when you buy extra milk? 2 Findings ? Number of people surveyed :15 ? Area where the survey was conducted : Egmore, Chennai ? Category of people surveyed : Housewives ? From the survey conducted it was found that people were aware of milk brands like Aavin, Arogya, Thirumala, Jersey, Arogya, Komatha, Heritage, Nilgiris, Nestle ? From the survey conducted most customers prefer Aavin followed by Arogya, Heritage and FCM Thirumala. Note: FCM stands for Full Cream Milk AAVIN

People who prefer Aavin – 11 People prefer Aavin because of the following reasons: 1. Good Brand Image 2. Reliability 3. Healthy 4. Ease of availability 5. Correct Supply 6. Has less water content 7. Has less fat content 8. Taste is good 9. Price is acceptable 10. Less thickness AROGYA People who prefer Arogya – 2 People prefer Arogya because of the following reasons: 1. Taste is good 2. Ease of availability HERITAGE People who prefer Heritage – 1 People prefer Heritage because of the ease of its availability. THIRUMALA – Full Cream Milk People who prefer FCM Thirumala – 1 People prefer Thirumala FCM, because it is less thick and it doesn’t smell bad. From the survey conducted it was found that according to people fresh milk is, 1. Cow’s milk – 12 2. Healthy milk – 1 3. Thick milk – 1 4. Pure milk – 1 Note: The figure on the right indicates the number of people. ? From the survey conducted, most of the customers feel fresh milk will be tasty. ? When people select a milk brand they look for the following aspects: 1. Thickness 2. Purity 3. Water content(Should not contain water) 4. Taste 5. Dilution (Should not be diluted) 6. Freshness 7. Healthy and nutritious 8. Acceptable Price 9. Fat content (Shouldn’t have fat content) 10. Should be able to make good coffee, tea and also curd ? People buy extra milk because of the following reasons, 1. When guests come 2.

During festivals 3. When milk gets spoiled 4. When we want to make a new sweet ADVERTISEMENTS 1 TV Campaigns The intern was also asked to study the impact of two TV Campaigns (TVC) developed by Ogilvy and Mather. The TVCs were developed for Coca Cola and Minute Maid Nimboo Fresh. • The target audiences were students and working professionals. • The target sample size was 10. • The study was conducted in Chennai. • The study was based upon three aspects. 1. Were the audiences able to understand the concept well? 2. What they liked and disliked in the TVC? 3. Were the lyrics clear and the voice audible? The results of the study are given below: 1 Coca Cola The youngsters are able to understand the commercial more clearly whereas the older people find it difficult to comprehend. ? The broad understanding is whenever people think of sharing their happiness, they think of Coca Cola. ? The advertisement is different. The heroine is not a known face but the hero is a familiar face. ? Both the actors have done a good job. In particular the heroine’s expressions were appreciated. The advertisement was very well picturized and directed. ? One respondent pointed out that at the end of the commercial the caption is shown in “Hindi” for a Tamil coke commercial. ? Though the lyrics were audible, they were not in sync with the commercial. 2 Minute Maid Nimbu Fresh All of them feel that the concept is very clear and simple to understand. o The understanding is drinking Nimbu Fresh makes them feel as if they are drinking a natural lemon fruit juice prepared by mom at home ? The commercial is very realistic and the picturization is very natural. ? Tune was good. ? On the whole this commercial has created a good brand image for Nimbu fresh. It has touched the hearts of people. 2 Study of the Print Advertisement process The intern was also given the opportunity to study the processes involved in getting a print advertisement done. 1. The requirement of the client is first communicated to the advertising agency. 2.

The client servicing team in the advertising agency communicates these requirements to the creative department following which the creative department comes up with a concept. 3. The concept is then communicated to the client through the client servicing department. 4. Once the client approves the concept the advertisement work gets started. 5. The intern was asked to get the approval/clearance signature from the creative controller – art, copy writer, proof reader for the print advertisements created by Ogilvy and Mather. 6. If there are any corrections in the advertisement, it is corrected and reprinted. It is mandatory to get the approval signature again.

This cycle continues till all mistakes are rectified. 7. Once all the mistakes are rectified the advertisements are generated. The intern worked for the following print advertisements of Vodafone and ITC Mangaldeep Agarbattis. The details related to the product and the campaigns are described below. 1 Vodafone Business Cards (Tamil) ? Vodafone offers a bonus card called “Naluku Nalu” for Rs. 4 and if you choose this card, you get the following features. 1. 8 local STD minutes free. 2. Local Vodafone calls 20p per minute. Other local and STD calls at 50p per minute. 100 local SMS free. 3. 40MB internet browsing free on Vodafone live. 4. Local Vodafone calls free for 40 minutes from 10pm – 8am. Vodafone offers another bonus card called “Unlimited local and national SMS” where if you pay Rs. 61 you can send unlimited local and national SMS. The validity is 30 days. You can send up to 22500 SMS. ? Vodafone offers another bonus card for Rs. 89 where local Vodafone calls are only 10p per minute. ? Vodafone offers another bonus card for Rs. 59 where local Vodafone calls are only 20p per minute. ? Vodafone offers another bonus card for Rs. 29 where local Vodafone calls are only 30p per minute. ? Vodafone offers a bonus card for Rs. 14 where you get 200MB of free browsing. ? Vodafone offers a bonus card for Rs. 61 where you get 6000 local SMS free. ? Vodafone offers a bonus card called “Talktime bonus” for Rs. 00 where local Vodafone calls are only 10p and other local and STD calls are 20p per minute. You get a talktime of Rs. 700. You also get 18000 local and national SMS free. 2 Vodafone Chinna, Full Talktime and Validity recharges (Tamil) In this offer you can call 121 and choose the best talktime offer that suits your needs and recharge your account. You can recharge as many times as you want. 3 Vodafone iPhone 3G iPhone 3GS is the fastest iPhone yet and is equipped with a three megapixel autofocus camera, video recording and hands free voice control features. The handset also provides access to Apple’s App Store, which has more than 1. 5 lakh applications ranging from games to social networking.

Vodafone Essar will offer three plans – a prepaid plan of Rs. 100 and two post paid plans with Rs. 799 and Rs. 999 as rental respectively. Under the Rs. 799 plan, the customer would get 249 minutes talk time and 250 MB data usage free, while the 999 plan would offer free talk time of Rs. 299 and data usage of 600 MB without charge. iPhone 3G is available at Rs. 33,500 (for 8GB version), Rs. 40,500 (for 16GB) and Rs. 47,500 (for 32GB) in Mumbai, Maharashtra and Madhya Pradesh, respectively. For other regions, the handset would be available for Rs. 29,500 (for 8GB version), Rs. 35,500 (for 16GB) and Rs. 41,500 (for 32GB). 4 Vodafone Magic Box for Rs. 799

This magic box will provide ? 1 year replacement warranty ? Torch ? Speaker phone Vodafone India has launched Vodafone Basic Magic Box mobile at price Rs. 799 in India. The mobile is among the 10 Magic series handsets launched by Vodafone in India. The handset is among the cheapest handsets in India and certainly from Vodafone. The phone is expected to be a major hit among rural customers, students and first time users. Vodafone Basic Magic Box mobile is available with one year replacement warranty. Also as a promotional offer, phone is offered with free prepaid card with life long validity (up to June 23, 2022). For prepaid customers, there is free talk time of Rs. 0 and free caller tunes and Vodafone alerts for 30 days. For postpaid customers, the monthly rental is Nil but membership fee of Rs. 500 is charged which can be refunded after 24 months. There is also bonus card associated with Vodafone Basic Magic Box mobile. Under this, local Vodafone to Vodafone call charges are 40 p/min for 30 days and local Vodafone to mobiles calls are charged at 60 p/min for 30 days. However calls to local landlines will be charged at Rs. 1/min. Also there is free talk time of 45 minutes between 10PM to 8AM to any local Vodafone mobile. Vodafone Basic Magic Box mobile has basic features and specifications. Available in black color only, the handset weighs only 70 gms.

The battery has a talk time of 7 hours and standby time of 18 days. The screen size is just 1 inch with Monochrome display. 5 ITC Mangaldeep ITC Mangaldeep “Dhoob Sache” Agarbattis are sold for Rs. 2. ITC Mangaldeep organized a contest called Rs. 45 SKU (stock keeping unit) contest for its Area Executives where the executive who exceeds the target in the month of April and May 2010 will win the top performing area executive award and win special gifts. ITC Mangaldeep Fragrance of temple agarbattis for Rs. 10 with a match box free. OTHERS 1 Survey on Bhutan Tourism Corporation Limited (BTCL) activities Bhutan Tourism Cor

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