MBA PROJECT REPORT
A STUDY ON AWARENESS & PERCEPTION OF 3 G SERVICES OF BHARATH SANCHAR NIGAM LIMITED, CHENNAIA presentation byA.M.ASHFAQ ZAKI SDE(E)…………..Student of MBA.
RATIONALE FOR STUDY
3G SERVICES ROLLED OUT IN NOV 2009 BY BSNL IN CHENNAI
THIS STUDY WAS DONE TO ASCERTAIN AWARENESS & PERCEPTION OF 3G AMONG MOBLE USERS IN CHENNAI
3G SERVICES AWARENESS & PERCEPTION
OBJECTIVES SET
PRIMARY OBJECTIVE
EXPLORE AWARENESS OF 3G
ASSESS EFFECTIVENESS OF PROMOTION
MEASURES OF 3 G
IDENTIFY USAGE PATTERN OF 3G
OBJECTIVES SECONDARY INDUCE THE THOUGHT PROCESS OF
MOBILE USERS ON DISTINCT FEATURES OF 3G.
INDICATE PROBALBE USAGE OF 3G ENABLED PHONE & DATA CARD.
IDENTIFY IMPEDIMENTS FACED BY 2G CUSTOMERS TO 3G.
UNDERSTAND PERCEPTION OF PEOPLE ON BSNL AND ITS 3G SERVICES.
RESEARCH PLAN1.POPULATION SURVEY USING QUESTIONNAIRE THROUGH DIRECT CONTACT THROUGH E-MAIL USING SURVEY SOFTWARE
QUESTIONPRO.COM
2.SAMPLE SIZE: 200
3.DURATION: FEB 2010 & MARCH 2010
4.AREA SURVEYED: CHENNAI REGION
5. SURVEY COMPLIMENT: THE DIRECT RESPONDENTS WERE GIVEN A PEN WITH INSCRIPTION OF TWO MAIN FEATURES OF BSNL’S 3G SERVICE AS AN INSENTIVE FOR PARTICIPATION.
6.INSENTIVE WILL AID IN POSITIONING THE BRAND .
ABOUT QUESTIONPRO.COM
WEB BASED SOFTWARE FOR CREATING
AND DISTRIBUTING SURVEYS.
CONSISTS OF TOOLS FOR
CREATING SURVEY
DISTRIBUTING SURVEY VIA EMAIL OR
WEBSITE
ANALYZING AND VIEWING RESULTS.
RESULTS ARE AVAILABLE IN REAL TIME.
AGE PROFILE OF RESPONDENTS
7%
59%
20%
10%4%
Less than 20 yrs 20 - 35 yrs 36 - 45 yrs 46-55 yrs
more than 55 yrs
Student14%
Professional47%Business
8%
Service26%
Home maker3%
Other2%
Occupation OF RE-SPONDENTS
Less than Rs.100/-
Rs.101 to 250/-
Rs.251 to 500/-
Rs.501 to 1000/-
Rs.1001 to 2000
More than Rs.2000/-
Series1 18 37 63 36 17 12
Series2 0.0983606557377049
0.202185792349727
0.344262295081967
0.19672131147541
0.092896174863388
0.0655737704918033
5
15
25
35
45
55
65
Mobile ExpenditureN
o o
f R
esp
on
den
ts
SMS
Downloading Ring tones
E-Mails/internet access
Voice mail
FM radio
Listening music/games
36.81%
7.18%
9.03%
2.31%
23.61%
21.06%
NON VOICE FEATURES CURRENTLY USED BY RE-SPONDENTS
Yes80%
No20%
RESPONDENTS ANSWER ON WHETHER THEY KNOW ABOUT 3 G SERVICES
0%
5%
10%
15%
20%
25%
30%
29%
9% 9%
15%
8%
1%
9%
20%
MEDIUM THROUGH WHICH THEY GAINED AWARENESS
Series1
MEDIUM TYPE
66%
34%
DOES 3G ADVERTISMENTS PROJECT FEATURES CONTAINED?
YesNo
Video Calling
Mobile Broadband
Mobile TV
Fastest video Download
Full Track Music Download
Video Conferencing
Online Gaming
Don’t Know
24.02%
18.86%
15.48%
9.61%
6.23%
14.41%
9.79%
1.60%
AWARENESS OF FEATURES AVAILABLE IN 3 G SERVICES
Series1
Yes53%
No47%
AWARENESS of 3 G data card service by BSNL
12%
29%
59%
PRICING AWARENESSKnow alreadyKnow about a few rates onlyKnowing from survey questionnaire info only
Rs.3000-5000
Rs.5001-7500
Rs.7501-10000
Rs.10001-15000
Rs.15001-20000
Above Rs.20000
No idea0%
5%
10%
15%
20%
25%
30%
35%
PERCEPTION ON THE PRICE OF 3 G HANDSET
Series1
Video
Cal
ling
Mob
ile b
road
band
Mob
ile T
V
Onlin
e Gam
ing
Full
trac
k M
usic Dow
nload
s
Video
Con
fere
ncing
29.55%26.91%
15.83%
4.75%7.65%
15.30%
PREFERED USAGE FEATURE IN THE 3G PHONE
30%
21%15
%
7%
9%
17%
Probable UsageProfession/Job/Business Personal ease EntertainmentImproved social status Early adoption to technology Can’t judge/decide right now
Cost o
f 3G H
ands
et
Cant c
hang
e(no
.pro
vide
d by
em
plo.
..
Under
CUG p
lan
with
oth
er o
pera
tor
Mob
ile p
hone
rece
ntly a
cqui
red
Seek
ing
mor
e Se
rvice
pro
vide
rs
Conte
nded
with
2G
Not w
illing
to cha
nge
mob
ile n
u...
31%
5% 7%14%
8% 7%
27%
IMPEDIMENT FOR SWITCH OVER TO 3 G SERVICE
21%
19%
22%
22%
9%7%
MOTIVATORS FOR MIGRATING TO 3 G SERVICE
Bundling of 3G handset & SIM CARD
Reduced video call charges between CUG
Unlimited data download during Night/Holidays
Reduced cost of 3G handset
Reduced mobile TV charges
SMS booster
Right now In near Future No
9%
72%
19%
RESPONDENT'S INCLINATION TO SWITCH OVER TO 3 G
Less than
20 yrs
20 - 35 yrs
36 - 45 yrs
46-55 yrs
more than
55 yrs
0
10
20
30
40
50
60
70
AGE GROUP VS OCCUPATION CHART
StudentProfessionalBusinessServiceHome makerOther
SPECIAL ANALYSIS ON FOCUS GROUP HAVING FOLLOWING OCCUPATIONS
PROFESSIONAL
BUSINESS
SERVICE
Less than Rs.100/-
Rs.101 to 250/- Rs.251 to 500/- Rs.501 to 1000/- Rs.1001 to 2000 More than Rs.2000/-
0
10
20
30
40
50
60
Monthly mobile expenditure VS OCCU-PATION
Professional Business Service
SMS
Downlo
adin
g Rin
g tones
E-M
ails/in
tern
et a
cces
s
Voice
mai
l
FM ra
dio
List
enin
g musi
c/gam
es0
20
40
60
80
100
120
140
CURRENT USAGE OF NON VOICE APPLICATIONS BY SELECT GROUP
ServiceBusinessProfessional
NO
O
F R
ES
PO
ND
EN
TS
Professional Business Service
82%
93%85%
18%
7%
15%
ANSWER FOR WHETHER SELECT GROUP KNOW ABOUT 3 G SERVICE
Yes No
Yes
No
Not Sure
67%
11%
22%
47%
0%
53%
83%
2%
14%
AWARENESS ABOUT WHETHER BSNL IS THE ONLY OPERATOR PROVIDING 3 G SERVICE
Service Business Professional
0%
5%
10%
15%
20%
25%
30%
35%
40%
MODE OF GAINING AWARENESS ABOUT 3G
ProfessionalBusinessService
Professional Business Service
67%
73%
67%
33%
27%
33%
WHETHER 3G ADVERTISEMENTS OF THE BSNL CORRECTLY PROJECT THE FEATURES CONTAINED IN IT
Yes No
Video
Callin
g
Mob
ile B
road
band
Mob
ile T
V
Fast
est v
ideo
Dow
nload
Full Tr
ack
Music
Dow
nload
Video
Con
fere
ncing
Online
Gamin
g
Don’t
Know0%
5%
10%
15%
20%
25%
30%
35%
40%
PERCEPTION ON FEATURES CONTAINED IN 3 G
Professional Business Service
Video
Cal
ling
Mob
ile b
road
band
Mob
ile T
V
Onl
ine
Gamin
g
Full
trac
k M
usic D
ownl
oads
Video
Con
fere
ncin
g0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
FEATURE THAT WILL BE USED ON AVAILING 3 G
Professional Business Service
Already Know Know about few rates only
Knowing from questionnaire info
0%
10%
20%
30%
40%
50%
60%
70%
3 G SERVICES-PRICING AWARENESS OF SELECT GROUP
ProfessionalBusinessService
3000-5000
5001-7500
7501-10000
10001-15000
15001-20000
Above 20000
No idea0%
5%
10%
15%
20%
25%
30%
35%
40%
PERCEPTION ON PRICE OF HANDSET
ProfessionalBusinessService
Cost o
f 3G H
andse
t
Cant c
hange
as M
obile
han
dset i
s pro
vided
by
emplo
yer
Under C
UG plan w
ith o
ther
Ser
vice
pro
vider
Mob
ile p
hone
rece
ntly a
cquire
d
Seeking m
ore
Service
pro
vider
s
Conte
nded w
ith 2
G
Not w
illing to
chan
ge m
obile
num
ber0%5%
10%15%20%25%30%35%
IMPEDIMENTS FOR MIGRATING TO 3G SERVICES OF BSNL
Professional Business Service
Bundling of 3G handset & SIM
CARD
Reduced video call charges between
CUG
Unlimited data download during Night/Holidays
Reduced cost of 3G handset
Reduced mobile TV charges
SMS booster0%
5%
10%
15%
20%
25%
30%
35%
MOTIVATORS FOR AVAILING 3G SERVICES OF BSNL
Professional Business Service
Right now In near Future No
12%
71%
18%20%
60%
20%
5%
84%
12%
MIGRATION TO 3 G
Professional Business Service
FINDINGS
80% OF THE POPULATION ARE AWARE OF 3 G SERVICES.
PRINT MEDIA & ELECTRONIC MEDIA HAS BEEN THE MAJOR SOURCE OF INFORMATION. (REGULAR NEWS FEEDS ON ‘3G SPECTRUM AUCTION’ HAS ALSO BEEN A CONTRIBUTING FACTOR FOR AWARENESS OF 3 G SERVICES).
BSNL TOLL FREE NUMBER DOES NOT FIND ITS PLACE AS SOURCE OF AVAILING INFO ON 3G SERVICES.
FINDINGS
20-35 AGE GROUP COMPRISING OF PROFESSIONALS, SERVICE, BUSINESS CLASS ARE MOSTLY AWARE OF 3 G SERVICE AND EVINCE KEEN INTEREST IN MIGRATION
SMS, LISTENING TO MUSIC AND FM RADIO ARE THE MOSTLY USED FEATURES IN CURRENT MOBILE PHONES.
ABOUT 1/3RD OF THE POPULATION PERCEIVE THAT BSNL ADS ON 3G DOES NOT PROJECT ITS FEATURES
FINDINGS MOST PERCEIVE THAT VIDEO CALLING
AND THE MOBILE BROAD BAND ARE THE POPULAR FEATURES IN THE 3 G SERVICES
ALMOST 50% OF THE MOBILE USERS HAVE NO KNOWLEDGE OF THE BSNL DATA CARD
FINDINGS ALMOST 60% OF THE MOBILE USERS SAY
THAT THEY COULD KNOW ABOUT PRICING OF BSNL’S 3 G SERVICES THROUGH QUESTIONNAIRE ONLY.
30% PERCEIVE THE COST OF HANDSET BETWEEN RS.7501-RS.10,000
25 % PERCEIVE THAT IT IS BETWEEN RS.5001-7500
THUS MANY WILL PREFER TO MIGRATE TO 3G WHEN MORE 3G MOBILE HANDSET IS MADE AVAILABLE IN THE ABOVE PRICE
FINDINGS
VIDEO CALLING, MOBILE BROADBAND AND VIDEO CONFERENCING WILL BE THE FEATURES THAT MANY MOBILE USERS PREFER TO USE WHEN THEY MIGRATE TO 3G SERVICES
FINDINGS 30% SAY THEY WILL USE THE 3G
FEATURES FOR PROFESSION/BUSINESS, 22% SAY THEY WILL USE IT FOR
PERSONAL EASE. COST OF 3G HANDSET AND
UNWILLINGNESS TO CHANGE THE MOBILE NUMBER ARE THE MAJOR IMPEDIMENTS TO CHANGEOVER TO BSNL 3 G SERVICES
FINDINGS
REDUCED COST OF 3G HANDSETS, BUNDLING OFFERS, UNLIMITED DATA DOWNLOAD IN NIGHTS/HOLIDAYS ARE THE MAJOR MOTIVATORS FOR AVAILING 3G SERVICES
ALMOST ¾ THE OF THE MOBILE USERS ARE INCLINED TO SWITCH OVER TO 3G IN THE NEAR FUTURE
PERCEPTION OF MOB USERS 3 G ADS OF BSNL
ADS LACK CLARITY LACK OF CONNECT BETWEEN 3 G AND IT IS
RELATION TO BSNL MOBILE SERVICES. FEATURES/FACILITIES/UTILISATION/PRICING
OF 3G SERVICES ARE TO BE PROJECTED TO CUSTOMERS.
FM RADIO AD NEEDS FINETUNING AND ATTRACTIVES.
DOES NOT PROJECT HOW IT IS MORE POWERFUL THAN 2G.
ADVERTISEMENT LACK ATTRACTIVENESS/NO LOCAL CELEBRITIES FEATURE IN ADS/NO LOCAL LANGUAGE USED
PERCEPTION ON 3G AND BSNL
GENERALLY PERCEIVE THAT IT IS A GOOD INITIATIVE BY BSNL AND ONLY VIEW THAT BSNL HAS TO SPRUCE UP ITS ADVERTISEMENT TO CATCH THE MARKET.
MOBILE USERS REPOSE FAITH THAT BILLING WILL BE ACCURATE IN BSNL.
MANY STATE THAT THE BSNL HAS TO SOLVE THE NETWORK PROBLEM AS THEY FACE CALL DROPPING, NO VOICE AND WEAK SIGNAL STRENGTH PARTICULARLY AT HOME.
PERCEPTION ON 3G AND BSNL
MANY PERCEIVE NEGATIVELY ON THE CUSTOMER CARE/ SERVICE AND HENCE SUGGESTED FOR IMPROVEMENT.
SOME SUGGEST THAT THE EMPLOYEES OF BSNL HAVE TO BE MADE AWARE OF THE 3 G SERVICES OF BSNL.
ONE SUGGESTION IS THAT BSNL HAS TO GO TO THE DOOR STEP OF THE CUSTOMER AND MAKE HIM AWARE OF THE 3G SERVICE.
PERCEPTION ON 3G AND BSNL
AS A WHOLE THERE IS A GREAT PERCEPTION ON BSNL AS A BRAND AND EXPECT BSNL TO SOLVE THE PROBLEMS OF NETWORK AND
CUSTOMER CARE.
RECOMMENDATIONS & SUGGESTIONS
BEING A NEW SERVICE PRODUCT ADS HAVE TO PROJECT THE PRODUCT FEATURES /VALUE DRIVEN FROM THE PRODUCT. AN ILLUSTRATION IS SHOWN NEXT.
BSNL 3 G
RECOMMENDATIONS & SUGGESTIONS
THE 3G TAGLINES “FASTER THAN YOUR THOUGHT”& “A GENERATION AHEAD”, HAS MADE A GREAT BRAND RECALL.
TO MAKE CLARITY THAT IT IS RELATED TO MOBILE SERVICE A MOBILE PHONE NEEDS TO BE SHOWN IN BACK GROUND.
BSNL MAY CASH IN ON THIS PUBLICITY OF THIS BRAND RECALL BY RELATING THESE TO THE FEATURES OF THE 3G.
AN ILLUSTRATION IS SHOWN IN NEXT SLIDE.
Call free:1800 180 1503
Mobile broadban
d
Mobile TV
Online games
Be A generation Ahead
Call free:1800 180 1503
RECOMMENDATIONS AND SUGGESTIONS
VIDEO CALLING, VIDEO CONFERENCING AND MOBILE BROADBAND CONSIDERED TO BE THE FAVOURITE NEEDS DOMINANT PROPAGATION IN PUBLICITY AND ADS.
BEING A NEW PRODUCT, THE FEATURES CONTAINED IN THE 3G SERVICE MAY BE PROPAGATED IN THE 3 G ADS, WITH CATCHY CAPTIONS. AN ILLUSTRATION IS INDICATED BELOW.
BSNL 3 G
RECOMMENDATIONS AND SUGGESTIONS
THE PRICING FEATURES HAVE NOT GONE DOWN TO THE PROBABLE CUSTOMERS. SO PRICING SCHEME HAS TO BE PROPAGATED/ ADVERTISED.
THE HANDSET MODELS IN BSNL PAMPHLETS REQUIRE UPDATION. SINCE THE FRONT CAMERA AND SPEED OF THE INTERNET ARE THE MAJOR SELECTION FEATURES OF THE HANDSET, THE CUSTOMERS SHALL HAVE TO BE EDUCATED IN THIS ASPECT
3G HANDSETS-NOKIA
Model. Video CallingBroadband
SpeedPrice as in Mar’ 2010
2730 Not possible 384 Kbps Rs.4000/-
5230 Possible 3.4 Mbps Rs.8100/-
E63 Possible 384 Kbps Rs.9500/-
N70M Possible 384 Kbps Rs.9500/-
6700C Possible 10 Mbps Rs.12500/-
3G HANDSETS-SONY ERICSON
Model. Video Calling BroadbandSpeed
Price as in Mar’ 2010
Naite Possible 3.4 Mbps Rs.6600/-
T715 Possible 3.4 Mbps Rs.9200/-
Jalou Possible 3.4 Mbps Rs.11000/-
W595 Possible 3.4 Mbps Rs.9800/-
W705 Possible 7.2 Mbps Rs.11800/-
3G HANDSETS-SAMSUNG
Model. Video Calling BroadbandSpeed
Price as in Mar’ 2010
STAR 3G Possible 3.4 Mbps Rs.9400/-
I450 Possible 3.4 Mbps Rs.11800/-
RECOMMENDATIONS AND SUGGESTIONS
SHOWROOMS SELLING 3G MOBILE PHONES ARE TO BE EQUIPPED WITH 3G DEMO SIM CARDS.
IF THE 3G PROMOTIONAL SIM COULD BE MADE AVAILABLE WITH THE MOBILE MODELS COMPATIBLE TO 3G, THEN THE CUSTOMERS MAY HAVE A CHANCE TO EXPERIENCE THE FACILITIES AND HENCE BECOME BSNL CUSTOMERS.
RECOMMENDATIONS AND SUGGESTIONS CONTACT NUMBERS TO KNOW/AVAIL 3G
SERVICE IS TO BE PREDOMINANTLY INDICATED IN ALL STORE DISPLAYS/ PAMPHLETS.
MODES OF AVAILING 3G SERVICE IS TO BE PUBLICIZED--- AN ILLUSTRATION IS SHOWN IN NEXT SLIDE.
MODE OF AVAILING 3G SERVICE BY SMS
RECOMMENDATIONS AND SUGGESTIONS A MECHANISM TO CALL THE HIGH
VALUE MOBILE CUSTOMERS OF BSNL AT THE FIRST INSTANT, TO INFORM THEM ABOUT THE BSNL 3 G VALUE AND PRICE FEATURES, IF ESTABLISHED MAY IMPROVE THE PROSPECTS OF INCREASE IN SALES.
CERTAIN TECHNICAL SNAGS SUCH AS 3G SERVICE AVAILING THROUGH WWW.CHENNAI.BSNL.CO.IN EXPIRED OFFER RELAYED AMIDST INTERACTION WITH THE CUSTOMER CARE EXECUTIVE ON TOLL FREE NUMBER 1503 ETC, HAS TO BE ATTENDED TO
RECOMMENDATIONS AND SUGGESTIONS ENTIRE CUSTOMER TOUCH POINTS
NEEDS CAREFUL STUDY , IN THE CUSTOMER PERSPECTIVE TO FURTHER ENHANCE CUSTOMER SERVICE EXPERIENCES(IRCTC’S NEW BETA VERSION MAY SERVE AS A MODEL)
MANY HAVE ECHOED ABOUT THE WEAK NETWORK AND NETWORK PROBLEM. HENCE NETWORK COVERAGE NEEDS STRENGTHENING. WHILE TAKING SURVEY IN THE AREAS OF BROADWAY, RADIO MARKET IN MOUNT ROAD, TRIPLICANE ETC.,, THE NETWORK COULD NOT BE ESTABLISHED. PARTICULARLY RADIO MARKET BEING A HUB FOR SALES AND SERVICE OF MOBILE HANDSETS, THE SIGNAL AVAILABILITY IN THIS AREA NEEDS STRENGTHENING ON PRIORITY.
RECOMMENDATIONS AND SUGGESTIONS PROFESSIONALS, SERVICE PERSONNEL
AND BUSINESS CLASS IN THE AGE GROUP OF 20-35 YEARS ARE FOUND TO EVINCE INTEREST IN 3G. SO THIS POPULATION MAY BE ACTIVELY TARGETED FOR GENERATING BUSINESS VOLUME.
BUNDLING OF 3G HANDSET, REDUCED VIDEO CALL CHARGES BETWEEN CUG, UNLIMITED DOWNLOAD DURING NIGHTS/HOLIDAYS ARE FOUND TO BE THE PRINCIPAL MOTIVATORS TO AVAIL 3G SERVICES. THIS ASPECT NEEDS FURTHER EXPLORED BY BSNL TO ATTRACT CUSTOMERS
PROPAGATION OF 3G DATA CARD AWARENESS IS LESS. THIS FACTOR HAS TO BE CONSIDERED IN ADVERTISEMENT
ACKNOWLEDGEMENT
SPECIAL THANKS TO
GM(MARKETING) FOR APPROVING THE PROJECT WORK
DGM(MARKETING) SRI.MOHAN FOR COMPLETE GUIDANCE,SUPPORT AND ENCOURAGEMENT
OUR PEERS IN MARKETING WING OF CHTD FOR PROVIDING ACTIVE SUPPORT
THE NEW COLLEGE INSTITUTE OF MANAGEMENT THE BEST ONE IN IMPARTING QUALITY EDUCATION PARTICUARLY FOR PART TIMERS.
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