em final ppt 15th sept2010

8/3/2019 EM Final PPT 15th Sept2010

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Presented ByGroup 9

Rajeev R Srivastav 10020541111Sushmita Gupta 10020541113Tanuj Tandon 10020541114Tripti Tiwari 10020541115

Vijay Devre 10020541116Y Rahul 10020541117



“Marketing research is the systematic design, collection, analysis and reporting of data and findings relevant

to a specific marketing situation facing the company.” Philip Kotler “The systematic gathering, recording and analyzing of all data about problems relating to the marketing of goods and services.” The AmericanMarketing Association



Types of MarketingResearch

Applied Research

Basic Research



Purpose of MarketingResearch

Identify and define marketing problemsUnderstanding market and customersDevelop marketing strategiesFacilitate efficient expenditure of funds

Improve the understanding of marketingas a process



The Marketing ResearchProcess



Define the problem and researchobjectives

Define the Problem

VAS Penetration In India: CurrentScenario & Opportunities.



Research Objectives

To analyze consumption pattern of usage ofValue Added Services among students andcorporate professionals.To explore new methods of increasing VAS

penetration in India.



Why it is to be researched?

What is VAS?In mobile telecommunication industry, VASis defined as services that are:

not part of the basic voice offerallow the mobile operators to developanother stream

of revenue



VAS Categories



Indian Telecom IndustryTotal Telephone subscriber base reaches638.05 MillionWireless subscription reaches

601.22 MillionOverall Tele-density reaches54.10

Source: http://www.telecomindiaonline.com



Indian Telecom (contd..)ARPU (Rs/sub/month)

0

50

100

150

200

250

M a r - 0 9

A p r - 0 9

M a y - 0

9

J u n - 0

9

J u l - 0 9

A u g - 0

9

S e p - 0

9

O c t - 0 9

N o v - 0

9

D e c - 0

9

J a n - 1

0

F e b - 1

0

M a r - 1 0

GSM

Source: http://www.trai.gov.in



VAS – An IndianPerspective

Indian telecommunications industryoffers one of the lowest tariffs in theworldIt's imperative to focus on alternaterevenue streamsCurrently, only 9-12% of a telecom

operator's revenues come from VASThe scope is huge…

Source: http://teleguru.in/2010/03/vas-revenue-to-touch-rs-200-bn-by-2015/



Revenue from different VAS

Mobile music,games,

images, TV &

video29%Mobile

messaging49%

Mobile Internet21%

Other valueadded services

1%

Source: http://www.tmcnet.com/usubmit/2010/08/05/4941469.htm



Develop the Research PlanData Sourceso Primary Datao Secondary Datao Both Research Approacheso Observational Researcho Focus Group Researcho Survey Researcho Behavioral Datao Experimental Research



Research Design

Research Design step involves the developmentof a research plan for carrying out the study.

There are a number of alternative researchdesigns. The choice will largely depend on theresearch purpose.



Sources of DataPrimary Data freshly gathered data for a specific purpose or researchproject.

Ex : Survey on “VAS Penetration in India”

Secondary Data Information that has been collected for some other purposeother than the research at hand.

Ex : Internal sources such as profit and lossstatements, balance sheets, sales figures



Market ResearchClassification

EXPLORATORY

Focus Group;Observation;

Others.

QUALITATIVE RESEARCH

DESCRIPTIVE

Survey researchCAUSAL

Laboratory ExperimentField Experiment

QUANTITATIVE RESEARCH

MARKETING RESEARCH



Quantitative Research

Quantitative approaches deal with numericalmeasurements (i.e. quantities).

Quantitative approaches aim to test hypotheses,and usually to identify numerical differencesbetween groups.



Quantitative Research



Qualitative ResearchQualitative approaches deal with how peopleunderstand their experiences (i.e. qualities).

Qualitative methods in psychology aim toexplore meaning, and might well be chosen for theinvestigation of issues which, for ethical,practical reasons, are difficult to 'measure.'



Qualitative Research



Primary data can be collected in mainly5 ways



Observational research

Observational research is closely relatedto tracking and is used in qualitative researchprojects.

A researcher will observe consumers while theycarry out regular activities in a setting that they feelcomfortable in.

Ex: Videotaping of shoppers in shops



Focus Group Research

A focus group is a form of qualitative research inwhich a group of people are asked about theirperceptions, opinions, beliefs and attitudestowards a product, service ,concept,advertisementidea or packaging.

Questions are asked in an interactive groupsetting where participants are free to talk withother group members.



Survey Research

Market surveys can help your organizationdevelop accurate forecasts by:

Gathering market intelligence regardingopinions, trends, and competitorsGauging interest in new products and

service offeringsGenerating a targeted list of potential newcustomers



Behavioral Data

Customers actual purchases reflectpreferences and are normally morereliable than memory based statementsin the survey.



Behavioral Data



Experimental Research

It required selecting matched groups ofsubjects and subjecting them to differenttreatments, controlling extraneousvariables and checking whetherobserved response differences are

statistically significant.

It captures cause and effect.



We hypothesize that the IndependentVariable caused the changes in theDependent Variable.

A Classic example is of Forecastprediction using Time Series Analysis.



Research Instruments

Questionnaires

Close ended questions

1. Dichotomous

Eq. Are you satisfied with the VAS services provided by your service provider?○ Yes○ No

2. Multiple Choice

Eq. How much are you willing to pay for the VAS services on a monthly basis?

○ less than Rs.10○ Rs.10 to Rs.100○ Rs.100 to Rs.200○ More than Rs.200



Research Instruments (cont.)

Close ended questions (cont.)

3. Likert scaleEq. VAS services need more technological advancements

• Strongly agree• Agree• Neither agree nor disagree• Disagree• Strongly disagree

4. Semantic differential

Eq. How often do you use VAS services?

Very frequently-------------------------------------Never



Importance scale

How much important is IM messaging in your daily life?Extremely important 1___ Very important 2___

Somewhat important 3___ Not very important 4___ Not at all important 5___

Rating scaleHow do you rate your current service provider in terms of VAS

services?Excellent 1___ Good 2___ Fair 3___ Poor 4___





Intention to buy- scale

After the launch of 3G services, would you like to buy VAS services?Definitely buy 1___

Probably buy 2___ Not sure 3___ Probably not buy 4___ Definitely not buy 5___





Open Ended questions

1. Completely structuredEq. What is your opinion about the current telecom industry?

2. Word AssociationEq. What is the first word that comes in your mind when you hear the following:

IM messaging ______________________ Music station ______________________ CRBT ______________________

3. Sentence completionEq.When I choose a service provider, the most important consideration in my decision

is ________________________________________




4. Story Completion

5. Picture

6. Thematic Apperception test

Qualitative MeasuresWord associations

Projective techniquesVisualizationBrand personificationLaddering


Open ended questions (cont.)



Thematic Apperceptiontest



Questionnaire1. Which is your mobile service provider?

2. Which of the following VAS services do you use?○ Music station○ Voice mail services○ Instant messaging/chat○ Dating/Friendship○ Job Search○ Cricket updates○ News○ mBanking/mPayments○ Videos○ Others○ None

3. How often do you use VAS services?○ How often do you use VAS services? Very frequently (everyday on regular basis)○ Occasionally when needed○ Rarely○ Never



Questionnaire (contd.)How much are you willing to pay for the VAS services on a monthly basis?

○ less than Rs.10○ Rs.10 to Rs.100○ Rs.100 to Rs.200○ More than Rs.200

5. With the upcoming 3G services, what will be the changes in your usageof the VAS services?

○ No change○ I will increase my usage○ Not sure

6. Are you satisfied with the VAS services provided by your serviceprovider?○ Yes○ No

7. If no, do you intend to switch for better VAS services? Which serviceprovider would you like choose?



Technological Devices

Skin sensors

GalvanometersGrocery scanners




Sampling Plano Sampling unit

o Who is to be surveyed?Students and corporate professionals

o Sample sizeo How many people should be surveyed?

120 samples

o Sampling procedureo How should the respondents be chosen?

Targeting youth



Sampling Techniques

Probability SampleSimple Random sampleStratified Random sample

Cluster (area) sample

Non-probability Sample

Convenience sampleJudgment sampleQuota sample



Data Collection

Research carried out by Telephone researchfirm.

Questionnaires ,survey , checklist.

Case study.

Focus Groups.



CONTACT METHODS:

Mail QuestionnaireTelephone InterviewPersonal InterviewOnline Interview



Collect The Information

Data collection methods are broadlyclassified into two categories:

Primary Data

Secondary Data



Primary Data

There are various ways in which a marketresearch can be conducted like:

1. Interview Method:Depth InterviewMail interviewTelephone Interview

2.Delphi Technique

3.Projective Technique



Primary Data (Contd.)4. Questionnaire Method:

StructuredSemi-StructuredUnstructured

5. Case study.

6. Focus Groups.

Advantages of Interview Method:Accurate InformationEase in communicationAdditional Information, if needed

Disadvantages:CostDifficulty in Sample control



Primary Data (Contd.)Advantages of Focus Group Interview

It provides complex and varied dataIt saves time and cost

Disadvantages:Difficulty in sample selection

Samples are necessarily very smallResponses may be inferred by whatothers have to say.



Problems

Respondent not available for survey.

Refusal to cooperate by the respondent.

Biased or dishonest respondent.

Finally ,some interviewers may be biased or dishonest.

One of the major obstacles in collecting informationglobally is to achieve consistency in informationcollected.



Secondary Data Types of Secondary Data:

Internal SourcesExternal Sources

Advantages of Secondary Data:EconomicalCan be used for comparison with Primary Data

Disadvantages:Time consuming ProcessAccuracy and reliability depends on the sourceIt might not be updated data.



Major problems

Respondents not available for survey.

Refusal to cooperate by the respondents.

Biased or dishonest respondents.

Some interviewers may be biased ordishonest.



Analyze the informationTest of significanceObjectiveThe three step process to determinewhich method to be chosenMethodsFour step general procedures followedwhen applying statistical tests ofsignificance

l h i f i



Analyze the information(contd.)

Explaining observed differencesObjectivesmethods

A l h



Analyze theinformation(contd)

Identifying interdependenciesObjectivemethods



Respondents by their profession

31

74

22

93 6

airtel

vodafone

aircel

idea

reliance

BSNL

others

Mobile Service Provider Break-up



VAS Services break-up



Frequency of usage of VAS Services



Willingness in terms of expenditure onmonthly basis

23.20%

65.90%

8.50%

2.40%

less than Rs.10

Rs.10 to Rs.100

Rs.100 to Rs.200

More than Rs.200



Change in response due to 3G services

Satisfaction level with the currentprovider



PLOT OF THE PENETRATION (%) VS CATEGORY WISE SERVICES



0

50

100

150

200

250

300

350

400

ANNUAL VAS REVENUES (Rs. Cr.) BY CATEGORY OF VAS SERVICES(2008)



Idea and Airtel are the most popular service providers among therespondents.

News and IM chat services are popular, but other VAS servicesare less popular.

The survey clearly indicates that 10% of the sample doesn't usevas services at all, and 36%rarely use vas services

With the advent of 3g the sample population clearly shows an

affinity to increase their vas usage.

The secondary source shows that sms in all its forms(p2psms,a2p sms,p2a sms is the biggest revenue generator afterVAS.

ANALYSIS KEY POINTS



ANALYSIS KEY POINTS

Idea and Airtel are the most popular service providers among therespondents.

Music (CRBT, Ringtones) is the bedrock of the VAS Industry

accounting for over 50% of non-Voice/SMS revenues but have avery low penetration rate .

Voice Portals are the other big revenue generator, as they arethe gateway to a wide variety of content



Present the FindingsPresent the research findings in understandable andcompelling fashionPresent findings relevant to the major marketing decisions

facing management



Make the DecisionSeven Characteristics of Good Marketing Research

Scientific method

Research creativityMultiple methodsInterdependence of models and dataValue and Cost of Information

Healthy skepticismEthical marketing



Focus on movies & musicSMS contestsFocus on youth and entertainmentEnhance WAP marketExploring the rural telecom opportunityRural Sector : Tapping FarmersAcquiring new subscribers by expanding in Semi Urbanand Rural IndiaSelling more services to existing subscribersDiscovering/innovating killer applications like CRBT(Caller Ring Back Tone) at regular intervalsPre-loading of applications by handset OEMsVAS branding , advertising and marketing



3D mobile gamesImproved technologyRural segment : Agriculture-related information

Deploy content in local languageReducing cost of VASLow cost handsets



A narrow conception of the researchUneven caliber of researchers

Poor framing of the problemLate and occasionally erroneous findingsPersonality and presentational differences

em final ppt 15th sept2010

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