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.Aravali Institute of Management, Jodhpur(An Institution of Marwar Education Foundation)

Local Industry Project Report

Kiosk Marketing in Jodhpur

Date: April 26, 2011

Submitted to: Submitted by:Mr. Vishwas Gupta Ritu LadwaniAssistant Professor PGP-1(PGDM-S)

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Acknowledgement

We are sincerely thankful to the various members who had spare their precioustime and showed us the lightening way to move ahead in the direction wheregood things were waiting for us but also took keen interest in solving our problems.

We are extremely grateful to our Faculty Guide Mr. Vishwas Gupta, AravaliInstitute of Management, Jodhpur for providing us guidance, pain-stacking effortskeen abiding interest and constant encouragement, which helped in completingour research work most successfully.

Finally we add special thanks to our Director Prof. Varun Arya, for their continuedsupport, inspiration and stimulation in the progress of this research. Above allThe Grace of Almighty to complete our research work most successfully in themidst of so many hurdles and hardships encountered during our stay in fieldarea.

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Table of content

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Topic and Objective

Topic:

To Study Kiosk Marketing in Jodhpur

Objective:

To find out the effectiveness of ATM as a promotional tool for deciding promotional strategies for banks in Jodhpur.

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Introduction to Kiosk

A "Kiosk" by definition is a small stand-alone unit that performs a specificfunction, generally without management intervention and is generallyintended to provide information to those that use it. Kiosks are generallysmall, mobile, and are designed to help the consumer find information andthey can be strategically placed anywhere you wish to have a presence butcannot or do not wish to have a person staff the location.

Kiosks can be as simple as an information center designed to hold brochuresor as complicated as a computer terminal designed to collect and distributeinformation. On one end, an ATM is an example of a sophisticatedinteractive kiosk with high security.

At the other end, an example would be a stand-alone rack of brochures onhome projects at Lowes. In the middle would be a kiosk that has acomputer and a touch screen that allows users to dig through information bymaking menu choices and they can be enabled to allow the consumer toenter their personal information so that you can contact them directly.

Kiosks have two general purposes. First, they are designed to deliver orcollect information to the consumer in the absence of a human. While theyobviously dont have the ability to interact on the same level, they cansometimes provide information or services to more than one individual at atime, and they are terribly cost efficient in terms of delivering information.

Second, kiosks are meant to go wherever they are needed and stay there aslong as you want them there. As such, they are rugged attractive units thatbreak down easily and can generally be handled by one or two people.

Types of Kiosk:

1. Ticketing kiosks allows the customer to purchase a ticket for a show, ride, or

attraction.

2. A check-in kiosk is a type of kiosk that is designed to provide a customer

with a confirmation of a prior payment.

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3. Food ordering station. These devices allow dining-in or take-out customers

to place their order and make their payment without having to be waited on

by an employee of the restaurant

4. Postal kiosk-These relatively new devices allow customers to go to the postoffice and handle their own postal needs.

5. But the most common type of kiosk is an ATM, first used twelve years ago

in convenience stores.

Kiosk Marketing

Kiosk marketing is a tool for direct marketing that uses the consumer-direct (CD)channels to reach and deliver goods and services to customers without using

marketing middlemen (intermediary).

ATM Kiosk that we chose for our research:

The reasons behind choosing ATM for our study are:

1. It is the most common available kiosk locally2. People are aware about its functions

3. This is the kiosk of banking and finance industry and people of Jodhpur give

more preferences to this industry.

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Introduction to ATMs

Automated teller machines (ATMs) were the first well-known machines to provide electronic access to customers. With advent of Automated Teller

Machines (ATM), banks are able to serve customers outside the banking hall.ATM is designed to perform the most important function of bank. It is operated by plastic card with its special features. The plastic card is replacing cheque, personalattendance of the customer, banking hours restrictions and paper basedverification. ATMs have made hard cash just seconds away all throughout the dayat every corner of the globe. ATMs allow you to do a number of banking functions

such as withdrawing cash from ones account, making balance inquiries andtransferring money from one account to another using a plastic, magnetic-stripcard and personal identification number issued by the financial institution

Indian ATM industry

This industry has seen explosive growth in recent times. ATMs represent thesingle largest investment in the electronic channel services for the Banks. In India,HSBC set the trend and set up the first ATM machine here in 1987. Since then,they have become a common sight in many of our metros. Automated Teller Machines (ATMs) have gained prominence as a delivery channel for bankingtransactions in India. Banks have been deploying ATMs to increase their reach.While ATMs facilitate a variety of banking transactions for customers, their main

utility has been for cash withdrawal and balance enquiry. As at the end of October 2007, the number of ATMs deployed in India was 31,078. According to someestimates the total cash movement through ATMs across India was around Rs.70,000 crore in FY 06. Clearly, industry watchers forecast a bright future for ATMs in India. While the ATM is a great service for customers, for the banks itmeans immense savings on the cost of operations. While a typical cash transactioncarried out in a banks branch premise would cost Rs 40 that in an ATM will onlycost Rs18translating into a cost saving of Rs. 22 per transaction.

ATM Networks

The ATMs of a bank are connected to the accounting platform of the bank throughATM switches. Inter-bank ATM networks are created by setting up apex levelswitches to communicate between the ATM switches of different banks. The inter-

bank ATM networks facilitate the use of ATM cards of one bank at the ATM(s) of other banks for basic services like cash withdrawal and balance enquiry. Banks

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owning the ATMs charge a fee for providing the ATM facility to the customers of other banks. The ATM deploying bank from the card issuing banks recovers thisfee referred to as interchange fee. However the interchange fee is not fixed across

banks and depends on the terms of bilateral / multilateral arrangements. Banks

with larger ATM network treat interchange fee as an important stream of revenue.

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Research Methodology

Research Method

o Descriptive Research Design

Data Collection

o Primary Data (Questionnaire and Interview)

o Secondary Data (websites and books)

Sampling Method

Simple Random Sampling Confidence Interval: 10

Confidence Level : 95%

Universe : 2545775 (no. of account holders)

Sample size : 96 customers

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Data AnalysisQ1. .What is the Media through which you got to know about the services of the bank?

Count of Media you useMedia you use TotalMagazines 4%Newspaper 15%No.of ATMs 34%No.of branches 7%Radio 5%Television 17%Word of mouth 18%Grand Total 100%

Q2. . How often do you use ATM?

Count of Often use ATMOften use ATM TotalOccasionally 43.75%Regularly 56.25%Grand Total 100.00%

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Q3. Do you come across any kind of advertisements in the form of display messages while usingATM?

Count of AdvertisementAdvertisement TotalNo 30.21%Yes 69.79%Grand Total 100.00%

Q4. Do you read those advertisements?

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Count of QuestionnaireRead advertisement Total

No 40.63%Yes 59.38%

Grand Total 100.00%

Q5. Do you face problem regarding the language of the instructions given?

Problem facedregarding language Total

No 74Yes 22

Grand Total 96

Q6. If yes than in what language you would feel comfortable:

Count of Problem faced regardinglanguage Read advertisement

Language prefer YesEnglish 41

Hindi 16Grand Total 57

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Q7.What percentage does each advertisement tool effect your buying behaviour:

Hoardings 10.98958TV 15.41667

Radio 10.26042Newspaper 16.66667

ATM 21.04167Word of mouth 11.71875Branch 12.44792

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Q8. Rate ATM on the following criteria (on a 10 point scale):

Count of Location

Bank TotalHDFC 16.67%ICICI 37.50%PNB 17.71%SBI 28.13%

Grand Total 100.00%

Q9. Mark the following on the basis of problems faced by your ATM

Bank Name type TotalCards blocked never 83.33%

often 7.29%rarely 9.38%

Cards blockedTotal 100.00%

Grand Total 100.00%

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2. Count of typeName type TotalATM out of cash never 85.42%

often 6.25%rarely 8.33%

ATM out of cashTotal 100.00%Grand Total 100.00%

3. Count of typeName type TotalNon Printing statement never 100.00%Non Printing statementTotal 100.00%

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Grand Total 100.00%

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4.Count of Machine out of order Machine out of order Totalnever 95.83%

often 1.04%rarely 3.13%Grand Total 100.00%

5. Count of fakenotes

fake notes Totalnever 95.83%rarely 4.17%

Grand Total 100.00%6. Count of Wrong

statementWrong statement Total

never 100.00%Grand Total 100.00%

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7. Count of poor visibilitypoor visibility Totalnever 100.00%

Grand Total 100.00%

Count of Reduction incashReduction in cash Totalnever 97.92%rarely 2.08%Grand Total 100.00%

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Count of No guardNo guard Totalnever 84.38%often 5.21%rarely 10.42%Grand Total 100.00%

Count of A.c not workingA.c not working Totalnever 70often 20rarely 6Grand Total 96

Count of Rude behavior of guardRude behavior of guard Totalnever 94

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often 1rarely 1Grand Total 96

Q10. Please mark any one of the following:

Post purchasebehavior

Highlyagree

Agree Neutral Disagree Highlydisagree

Continous to use this ATM in future:

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Count of typeName type TotalContinuous to use this ATM infuture agree 17.71%

disagree 1.04%highly agree 78.13%

highlydisagree 1.04%neutral 2.08%

Continuous to use this ATM in future Total 100.00%Grand Total 100.00%

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Recommend this ATM to others:

Count of typeName type TotalRecommend this ATM toothers agree 28.13%

highlyagree 63.54%neutral 8.33%

Recommend this ATM to others Total 100.00%Grand Total 100.00%

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Recommendations: In a pilot survey done with various banks it was found that banks mostly

invest in television and newspapers rather than ATMs but in this research

ATM proved to be the most effective marketing tool therefore banks like

HDFC and PNB should go for more ATMs in the city for their brand

visibility.

The problems were not found in large nos. still in small percentage also they

create a poor image for the bank and customers switch to other banks

therefore the banks should aim for excellence

Updating technology with time is need of the hour as many touch screen

kiosks are available in market but ATMs in Jodhpur are still that of older

times.

More and more advertisements should be displayed on ATM screens as it

has proved its effectiveness as promotional tool.

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Conclusion:

At the end it can be concluded that ATM is highly effective as a promotional

tool but banks are not utilizing its effectiveness as they are investing more in

newspapers, hoardings and television to communicate their services to

customers whereas only 10.98% people have given weights to this media so

their this investment is not proving to be fruitful therefore more weitage of

investment should be done by increasing the no. of ATMs in the city as well as

displaying more advertisement on ATMs.

Bibliography :http://design-marketing-dictionary.blogspot.com/2009/09/kiosk-marketing.html

http://www.hashkiosk.com/retail.html

Official sites of related banks

Past report on ATM

http://www.atmmarketplace.com

http://www.atmsite.com

www. kiosks .co.nz/downloads/ KioskMarketing Tips.pdf

www.seniormag.com Marketing

www.selfserviceworld.com

www.ratekhoj.com

http://www.blurtit.com/q571526.html

Research methodology(methods & techniques) by CR Kothari.

Marketing Management by Philip Kottler

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http://design-marketing-dictionary.blogspot.com/2009/09/kiosk-marketing.htmlhttp://www.hashkiosk.com/retail.htmlhttp://www.atmmarketplace.com/http://www.kiosks.co.nz/downloads/KioskMarketingTips.pdfhttp://www.kiosks.co.nz/downloads/KioskMarketingTips.pdfhttp://www.kiosks.co.nz/downloads/KioskMarketingTips.pdfhttp://www.kiosks.co.nz/downloads/KioskMarketingTips.pdfhttp://www.kiosks.co.nz/downloads/KioskMarketingTips.pdfhttp://www.kiosks.co.nz/downloads/KioskMarketingTips.pdfhttp://www.google.co.in/url?url=http://www.seniormag.com/marketing/index.htm&rct=j&sa=X&ei=oJSOTbmsLYiL0QGO5fW-Cw&ved=0CB8Q6QUoADAA&q=kiosks+marketing&usg=AFQjCNGGR1T3u7f9bPVBWMDLaVvQXUU6YAhttp://www.selfserviceworld.com/http://www.ratekhoj.com/http://www.blurtit.com/q571526.htmlhttp://design-marketing-dictionary.blogspot.com/2009/09/kiosk-marketing.htmlhttp://www.hashkiosk.com/retail.htmlhttp://www.atmmarketplace.com/http://www.kiosks.co.nz/downloads/KioskMarketingTips.pdfhttp://www.kiosks.co.nz/downloads/KioskMarketingTips.pdfhttp://www.kiosks.co.nz/downloads/KioskMarketingTips.pdfhttp://www.kiosks.co.nz/downloads/KioskMarketingTips.pdfhttp://www.kiosks.co.nz/downloads/KioskMarketingTips.pdfhttp://www.google.co.in/url?url=http://www.seniormag.com/marketing/index.htm&rct=j&sa=X&ei=oJSOTbmsLYiL0QGO5fW-Cw&ved=0CB8Q6QUoADAA&q=kiosks+marketing&usg=AFQjCNGGR1T3u7f9bPVBWMDLaVvQXUU6YAhttp://www.selfserviceworld.com/http://www.ratekhoj.com/http://www.blurtit.com/q571526.html

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Kiosk marketingQuestionnaire

Objective: - To find out the effectiveness of ATM as a promotional tool for deciding promotional strategies for banks in Jodhpur.

Name_______________________ Qualification____________________

Address_____________________ ____________________________ Q1.What is the Media through which you got to know about the services of the bank?

o Newspaper

o Radio

o Television

o Magazines

o Word of mouth

o No. of ATMs

o No. of branches

Q2. How often do you use ATM?o Regularly

o Occasionally

Q3. Do you come across any kind of advertisements in the form of display messages while usingATM?

o Yes

o No

Q4. Do you read those advertisements?o Yes

o No

Q5. Do you face problem regarding the language of the instructions given?

o Yes

o No

Q6. If yes than in what language you would feel comfortable:

o English

o Hindi

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o Regional_____

Q7.What percentage does each advertisement tool effect your buying behaviour:

Advertisementstools

Weight

1. Hoardings

2. TV

3. Radio

4. Newspaper

5. ATM

6. Word of mouth

7. Branch

Total 100

Q8. Rate ATM on the following criteria(on a 10 point scale):

Q9. Markthefollowing onthe basis of problemsfaced byyour ATM

Criteria Often Rarely NeverCards get blockedMoney out of cash

Non printing of statement

Machine out of order Soiled/fake notesWrong amount of statementPoor visibility of statementReduction in cash without payment

Non availability of guardA.C. not workingRude behavior of guard

Criteria ICICI HDFC PNB SBILocationReasonability of feecharged

24/7 cash availabilitySecurity and trustTimeconsumption/speedView account statementRequest a cheque book Cheque depositCash depositWithdrawal of cash

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Q10. Please mark any one of the following:

Post purchasebehavior

Highlyagree

Agree Neutral Disagree Highlydisagree

1. Continuous touse this ATM infuture

2. Recommend thisATM to others

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