ACKNOWLEDGEMENT

Any accomplishment requires the effort of many people and this is no different.
As a introduction to any last would be incomplete without the mention of people who
have made it possible and whose constant guidance and encourage served as beacon light
my effort with success.

I like to thank My Family and Friends who have directly or indirectly helped me
in successful completion of this project and will remain the source of inspiration for
putting my best efforts to ensure the success of this report.

I wish to take this opportunity to express my deep sense of gratitude to Mr. Aziz
I. Barafwala, owner of the BARAFWALA & COMPANY. Belgaum, for providing
me an opportunity for carry out my Major Concurrent Project at there esteemed
organization.

I am Grateful to my Internal Guide Dr. S.G. Chiniwar who has guided me in

each and every mode of the project work and helped me to understand more and more. I
also like to thank my External Guide (Company Guide) Mr. Asif N. Todewale who has
supported me through out my project.

I also express my gratitude to our beloved Director Dr. (Mrs.) P. M.

Charantimath for her inspiration, advice and support in project work.

Thanking you.

Place: Belgaum INAYAT F. NAIKWADI

Date:
 DECLARATION

I, Inayat F. Naikwadi hereby declare that the project report

entitle “To Evaluate the Perception of Brand Image
and Sales Promotion among Retailers of TATA
INDICOM in Belgaum City.” is an independent study
carried out by me during my Major Concurrent Project.

I also declare hereby that someone else has not

previously submitted this project to any competition
or any function.

Date:

Place: Belgaum
 KARNATAK LAW SOCIETY’S
INSTITUTE OF MANAGEMENT EDUCATION & RESEARCH.
BELGAUM.
(Affiliated to Karnataka University, Dharwad & Recognized by AICTE, New Delhi)

CERTIFICATE
This is to certify that Mr. Inayat F. Naikwadi has satisfactorily
completed his Major Concurrent Project on “To Evaluate the
Perception of Brand Image and Sales Promotion among
Retailers of TATA INDICOM in Belgaum City.” in the partial
fulfillment of the requirement of Masters of Business Administration,
during the academic year 2006-2008.

GUIDE DIRECTOR
(Dr. S.G. Chiniwar) (Dr.Poornima M Charantimath)

KARNATAK LAW SOCIETY’S

INSTITUTE OF MANAGEMENT EDUCATION AND RESEARCH

 PROJECT REPORT ON

“To Evaluate the Perception of Brand Image and Sales

Promotion among Retailers of TATA INDICOM in
Belgaum City.”

UNDERTAKEN AT
BARAFWALA AND COMPANY
SUBMITTED TO
KARNATAK UNIVERSITY, DHARWAD
SUBMITTED BY
MR. INAYAT F. NAKWADI
MBA06003046
KLS IMER, Belgaum.
In the fulfillment of the requirement for the award of Master’s in
Business Administration (MBA) awarded by Karnatak University,
Dharwad for the year 2006-08.

Internal Guide External Guide

Dr. S.G. Chiniwar Mr. Asif N.
Todewale
TITLE
“To Evaluate the Effectiveness of Brand Image and Sales Promotion of TATA Indicom
in Belgaum City”

RESEARCH OBJECTIVES
 To study the Telecom Industry
 To measure retailers response towards TATA Indicom
 To know the Brand Positioning of TATA Indicom in the minds of retailers
 To find out the important factor that retailers attach for a cell service
 To know the type of sales promotion that retailers most prefer

SAMPLING TECHNIQUES
Population: Retailers situated in Belgaum City
Sample Size: 100 Retailers
Sample Area: Belgaum City
Sampling Method: Convenience Sampling
 QUESTIONNAIRE

I am pleased to introduce myself as INAYAT F. NAIKWADI student pursuing

my MBA 4th Sem in KLS’s Institute of Management Education and Research (IMER),
Belgaum.

As part of course curriculum, I have taken up a study on “To Evaluate the

Effectiveness of Brand Image and Sales Promotion of TATA Indicom in Belgaum City”.
I would be grateful, if you kindly co-operate with me and fill this questionnaire.

Name of the Outlet : __________________________________________________

Name of Retailers : __________________________________________________
Address : __________________________________________________
Phone Number : __________________________________________________

1. What kind of business/outlet do you own?

Teleshop Multi brand outlet
Exclusive outlet Sub dealers

2. Since how long you have been in this business?

Less than 1 year 1 Year to 2 Years
2 Years to 3 Years More than 3 years

3. What brands do you stock and sell?

Vodafone Airtel Spice
TATA Indicom BSNL Reliance
4. What comes to your mind, when you hear the word “TATA Indicom”
Factor Tick ( √ )
Brand Image
Availability
Coverage
Value Addition Service

5. Your satisfaction level with the different cell service providers...

Company Highly Satisfied Neutral Dissatisfied Highly
Satisfied Dissatisfied
Vodafone
Airtel
Spice
Reliance
TATA Indicom
BSNL

6. What kind of benefits do you receive from the company by the way of Sales
Promotion
Discounts Schemes
Coupons Offers
Any Other Specify_____________________________

7. What additional sales promotional inputs do you feel the company should
provide?
Gift Item Tour Offers
Slab offers Certificate from Company
Any Other Specify_____________________________
8. According to you which is the best advertising media for cell service provider?
TV Ads Newspapers
Wall Painting Poster and Banners
Hoardings Any Other Specify _________________

9. Rank the factors that you feel are important for cell service

Factors High Mediu Low

m
Network
Availability
Brand Name
Price
Coverage

10. Please feel free to suggest to the company

____________________________________________________________________
____________________________________________________________________
____________________________________________________________________
___

THANK YOU FOR YOUR CO-OPERATION

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 INDEX

SI No. PARTICULAR Page No

1 Executive Summary 1-6
2 Company Profile 7-8
3 Introduction To TATA Group 9-10
4 TATA Teleservices (TTSL) 11-12
5 Telecom Industry in India 13-14
6 Market Status 15-17
7 Introduction To Topic 18-21
8 Research Methodology 22-24
9 Data Collection 25-26
10 Analysis 27-56
11 Findings 57-58
12 Suggestions 59
13 Conclusion 60
 INDEX

SI No. PARTICULAR Page No

1 Executive Summary 1-6
2 Company Profile 7-8
3 Introduction To TATA Group 9-10
4 TATA Teleservices (TTSL) 11-12
5 Telecom Industry in India 13-14
6 Market Status 15-17
7 Introduction To Topic 18-21
8 Research Methodology 22-24
9 Data Collection 25-26
10 Analysis 27-56
11 Findings 57-58
12 Suggestions 59
13 Conclusion 60
 EXECUTIVE SUMMARY

In today’s competitive environment most of the organizations are

aiming at building powerful Brand apart from providing the products at
a competitive price, value added services and with best of the quality
to their customer. They are using promotional inputs as a tool to create
awareness, to inform and attract targeted customer with an objective
to maximize the sales of products and services.

Retailers and distributors play key role in building powerful brand and
achieving promotional objectives by forming an important link between
service provider and ultimate customer. Until and unless an
organization reviews its image in market and the effectiveness of sales
promotional inputs by focusing on each retailer and customers view
carefully at regular time intervals it becomes difficult to design ways to
go ahead in more strategic manner by beating its counterparts.

The project assigned me was “To Evaluate the Perception of

Brand Image and Sales Promotion among Retailers of TATA
INDICOM in Belgaum City.”

This project taken up is a part of academic assignment to find out the

brand positioning of TATA INDICOM in the minds of retailers, to assess
the sales promotional effectiveness and finally to come with proposal
to enhance brand image and effectiveness of promotion inputs in
Belgaum City.
OBJECTIVES OF THE RESEARCH
 To study the Telecom Industry
 To measure retailers response towards TATA Indicom
 To know the Brand Positioning of TATA Indicom in the minds of
Retailers
 To find out the important factor that retailers attach for a cell
service
 To know the type of sales promotion that retailers most prefer.

DATA COLLECTION APPROACH

The information necessary for this research study is collected by
tapping primary and secondary sources. The sources are as follows:
Primary Sources:
a) Questionnaire
b) Personal interaction
c) Observation
Secondary Sources:
a) Related Information from Internet (Websites)
b) Various Text Books
c) Journals and Magazines

SELECTION OF SAMPLE
• Population: Retail Shops situated in Belgaum city.
• Sampling Frame: Shops.
• Sampling Unit: Retailers.
• Sampling Size: 100.
• Sampling Method: Convenient Sampling
HYPOTHESES

H0: More or equal to 50% of the retailers are Satisfied with TATA
Indicom
H1: Less than 50% of the retailers are Satisfied with TATA Indicom

H0: More or equal to 60% of the retailers consider the Price as an

important factor
H1: Less than 60% of the retailers consider the Price as an important
factor

FINDINGS

 Most outlets are Multi branded

 41% of the retailers are in business for more than 1 year which
shows that there is a growth in the market.
 About 90% of Retailers stock and sell Vodafone, Airtel and TATA
Indicom
 When the retailers here the word TATA Indicom they recall the
Logo of TATA Indicom.
 About 60% Retailers are SATISFIED with the services and offers
provided by the TATA Indicom
 Retailers receive different kinds of discounts from the company.
 Retailers prefer Tour Offers from the company.
 Retailers feel that advertising in TV will be very advantages to
TATA Indicom.
  68% of the retailers give price as the major priority with respect
to cell services

SUGGESTIONS

 TATA Indicom should improve the service, specially the

activation & network so that the retailers can push the products
easily in the market.
 There is a huge potential to convert the neutral retailers to
satisfied retailers by catering to their specific needs.
 An effective promotional strategy has to be designed focusing
more on Hoarding and Banners to obtain the desired results.
Hoarding has only a few seconds to make the product noticeable.
Hence very few words are to be used on a billboard or hoarding.
 TATA Indicom should advertise in those newspapers and
magazines which has got more circulation.
 With modern technology digital billboards and tri-faced billboards
are moving the market. Digital billboards allow long messages to
run continuously across the screen. They also have advantage of
attracting better attention.
 The company should provide special offers to retailers to
increases the sales.
 During the survey it is found that only 45% of the retailers recall
the Logo of TATA Indicom which is less than 50% so the company
has to focus more on Brand Building Activities.
 The company should highlight the additional and competitive
features which are not provided by other brands through strong
media communication.
 The company should advertise on Internet.
LIMITATION

 The study is limited to Belgaum city only

 The responses given by the retailers cannot be considered as
totally perfect because of various personal and other limitations.
 As retailer’s views and experience include more of psychological
aspects, the survey made during a particular time period will
give information about the retailers during that particular time
period.

CONCLUSION

To conclude, it is very less time to study about brand image and sales
promotional strategies apart for this we need to focus on each retailers
view carefully in regular time intervals so that the best possible is
presented here, still there is a lot of scope for developing on this
subject, as excellence is not limited always.

Tata Teleservice is one of the leading player in the telecommunication

sector. TATA Indicom has to focus more on proper advertising
strategies through which it can reach its future customers, while 60%
of the retailers are very much satisfied by the services provided.
Although there is a need to build more confidence in its retailers. This
will be possible only through effective communication.
Thus, the company should take necessary steps to satisfy the retailers
by providing them with the necessary facilities required to promote
brand as a whole.
 INTRODUCTION TO TATA GROUP

The TATA Group comprises 96 operating companies in seven

business sectors: information systems and communications;
engineering; materials; services; energy; consumer products; and
chemicals. Jamsetji Tata founded the Group in the mid 19 th century, a
period when India had just set out on the road to gaining independence
from British rule. Consequently, Jamsetji Tata and those who followed
him aligned business opportunities with the objective of nation building
this approach remains enshrined in the Group's ethos to this day.

The TATA Group is one of India's largest and most respected

business conglomerates, with revenues in 2005-06 of $21.9 billion (Rs
967,229 million), the equivalent of about 2.8 per cent of the country's
GDP, and a market capitalization of $51.3 billion. TATA companies
together employ some 2, 46,000 people. The Group's 28 publicly listed
enterprises among them stand out names such as TATA Steel, TATA
Consultancy Services, TATA Motors and TATA Tea — have a combined
market capitalization that is the highest among Indian business houses
in the private sector, and a shareholder base of over 2 million. The
TATA Group has operations in more than 54 countries across six
continents, and its companies export products and services to 120
nations.
 The TATA family of companies shares a set of five core values:
Integrity, Understanding, Excellence, Unity and Responsibility. These
values, which have been part of the Group's beliefs and convictions
from its earliest days, continue to guide and drive the business
decisions of TATA companies. The Group and its enterprises have been
steadfast and distinctive in their adherence to business ethics and
their commitment to corporate social responsibility. This is a legacy
that has earned the Group the trust of many millions of stakeholders in
a measure few business houses anywhere in the world can match.
FIVE CORE VALUES OF TATA GROUP:

The TATA Group has always sought to be a value-driven

organization. These values continue to direct the Group's growth and
businesses. The five core TATA values underpinning the way we do
business are:

INTEGRITY: We must conduct our business fairly, with honesty and

transparency. Everything we do must stand the test of public scrutiny.

UNDERSTANDING: We must be caring, show respect, compassion

and humanity for our colleagues and customers around the world, and
always work for the benefit of the communities we serve.

EXCELLENCE: We must constantly strive to achieve the highest

possible standards in our day-to-day work and in the quality of the
goods and services we provide.

UNITY: We must work cohesively with our colleagues across the Group
and with our customers and partners around the world, building strong
relationships based on tolerance, understanding and mutual
cooperation.

RESPONSIBILITY: We must continue to be responsible, sensitive to

the countries, communities and environments in which we work,
always ensuring that what comes from the people goes back to the
people many times over.
 TATA TELESERVICES (TTSL)

TATA Teleservices is part of the $21.9 billion (Rs 967,229 million)

Tata Group that has over 90 companies in distinct sectors like steel,
chemical, software, etc. over 220,000 employees are working in this
Group and more than 2.8 million shareholders. Tata Teleservices
spearheads the Group’s presence in the telecom sector. Tata
Teleservice was incorporated in 1996; It was the first to launch CDMA
mobile services in India with the Andhra Pradesh circle.

With the acquisition of Hughes Tele.com (India), now Tata Teleservices

(Maharashtra), in December 2002, the company swung into expansion mode.
TTSL currently offers services under the brand name 'Tata Indicom' in 20 circles
in India: Andhra Pradesh, Chennai, Gujarat, Karnataka, Delhi, Maharashtra,
Mumbai, Tamil Nadu, Orissa, Bihar, Rajasthan, Punjab, Haryana, Himachal
Pradesh, Uttar Pradesh (East), Uttar Pradesh (West), Kerala, Kolkata, Madhya
Pradesh and West Bengal.

The company, which heralded convergence technologies in the

Indian telecom sector, is today the second market leader in the fixed
wireless telephony market with a total customer base of over more
than 3.8 million. Tata Teleservices’ bouquet of telephony services
includes Mobile services, Wireless Desktop Phones, Public Booth
Telephony

Tata Teleservices has a strong workforce of 6000. In addition,

TTSL has created more than 20,000 jobs, which will include 10,000
indirect jobs through outsourcing of its manpower needs.
 Today, Tata Teleservices Limited along with its subsidiary Tata
Teleservices (Maharashtra) Limited serves over 13 million customers in
over 3100 towns. With an ambitious rollout plan both within existing
circles and across new circles
 TELECOM INDUSTRY IN INDIA

YEAR EVENTS
1851 First Telephones in India

1943 Nationalization of Telephone companies

1985 Dot was created

1986 Creation of MTNL &VSNL

1991 Telecom equipped liberalized

1994 Licenses for paging

Telecom policy announced

Guidelines for private sector participation in

basic services
Cellular licenses issued for metros

Tenders for 2nd operator in basic services apart

form Dot on circle basis
1995 VSNL launches internet services

1996 TRAI formed

1998 Internet policy announced

1999 New telecom policy announced

 In 1999, the Government of India authored a very forward
looking National Telecom Policy 1999 (NTP-1999), which acknowledged
that access to telecommunications is of utmost importance for the
achievement of the country’s social and economic goals. Availability of
affordable and effective communication for the citizens was the core
vision and goal of this telecom policy. Since the announcement of the
Policy, the Government has undertaken various concrete steps to
achieve the policy objectives.

The migration from a fixed to a revenue share license regime

provided the desired relief to the private operators - earlier burdened
by huge debts that they had to service owing to their license fee
commitments. This was the starting point of the cellular revolution
being witnessed in the country today, wherein almost 2 million lines
are getting added to the network every month.

One of the fastest growing sectors in the country,

telecommunications has been zooming up the growth curve
at a feverish pace in the past few years. Indian
telecommunication firms added 6.3 million new subscribers
in February 2007, taking the total user base above 203
million. India has the sixth largest Network in the world.
Telecommunication has helped in developing India a leading
Nation in the world.
OPPORTUNTIES IN THE INDIAN TELECOMMUNICATION
MARKET

Despite its size, India has amongst the world's least developed
telecommunications services. The country has suffered from decades
of economic protectionism and nationalized industry.

Till a few years back Indians had to wait for several years to get
even a basic telephone line. Figure 1 shows that the telecom
infrastructure in India continues to be a long way behind other
developing nations.

This trend is about to change. As mentioned earlier liberalization

of the telecom market in India is gathering speed, driven by the
impressive growth in the software industry. According to NASSCOM
(National Association of Software and Services Companies), the growth
rate over the period 1995 -2000 has been close to 50 %. The Indian
government sees the IT industry as India's links to the wider world.
Although this market continues to be dominated by state run
companies - Bharat Sanchar Nigam Ltd (BSNL) and Mahanagar
Telephone Nigam Ltd., private companies like Bharti Enterprises, the
Reliance Group, and Tata Tele services, BPL, Birla, AT & T and Hughes
& Tele, are entering this market. Some of these private companies
recently decided to merge making a strong mark.
 With further market liberalization, opening up of the international
telephony market and increase in competition, the pace of
development is going to intensify more. Perhaps the best indicator of
the potential for growth is a comparison with the other Asian giant
china. The dramatic difference in the side other two - telecom markets
created by China's early liberalization and pro - market reforms as
shown in figure 2 is much greater compared to the 20 - 25% difference
in their populations.
 CELLULAR INDUSTRY IN INDIA

The Government of India recognizes that the provision of a world-class

telecommunications infrastructure and information is the key to rapid
economic and social development of the country. It is critical not only
for the development of the Information Technology Industry, but also
has wide spread ramifications on the entire economy of the country. It
is also anticipated that going forward, a major part of the GDP of the
country would be contributed by this sector. Accordingly, it is of vital
importance to the country that there be a comprehensive and forward
looking telecommunications policy which creates an enabling
framework for development of this industry.

New Telecom Policy 1999

Telecommunication is now universally recognized as one of the prime

movers of the modern economy; hence it’s vital importance for
developing country like India. The availability of adequate
infrastructure facilities is critical for acceleration of the economic
development of any country.

According, the government of India has accorded the highest priority

to investment and development of telecommunications sector.
Telecom requires a huge investment and it was not possible for the
Indian government to organize public funding of this sector on such a
massive scale. In fact the national telecom policy 1994, estimated a
resource gap of Rs 23000 crores to meet the telecom targets of the 8th
five year plan of the government of India (1992-1997). Cellular mobile
services were one of the first areas to be opened up to private
competition.
The whole country was divided into 4 metropolitan cities of and 19
telecom circles, which were roughly analogous with the states of India.
Cellular Licenses were awarded to the private sector first in the
metropolitan cities of Delhi, Mumbai, Calcutta and Chennai in 1994 and
then in the 19 telecom circles in 1995.

The cellular companies come with the lower tariffs and increased
coverage; there was also a consultant increase in the number of
cellular subscribers from 1.2 million subscribers in April 1999 to almost
2 million by April 2000, the number of cellular subscribes have now
grown to almost 6.5 million by the end of March 2002.

The year 2001 saw the entry of BSNL and MTNL as the 3 rd cellular
operators, in the same year cellular licenses were awarded to the 4th
cellular operations in different telecom circles. As of march 2002, the
Indian cellular mobile industry had 42 network s on air, serving over
1400 towns and cities covering thousands of villages and servicing
almost 6.5 million subscribers across the country.

The cellular industry has been growing at a rapid rate and it is been
predicted that the industry will be able to sustain this growth in the
coming year.
 COMPANY PROFILE

Name of the Concern: BARAFWALA & COMPANY

Address: BARAFWALA & COMPANY

#11, High Street Camp
Belgaum-590 001

Type of Concern: Authorized Dealer of TATA

Indicom

Nature of the Industry: Telecom Industry

Factory: # 239/4, Mahatma Phule Road

Shahapur, Belgaum

Departments: MIS, Sales, Complaint

Handling.

Objective: To be the Market Leader and

Spread the products in entire
Belgaum City.

Competitors: Reliance
BSNL
Airtel
Vodafone
Spice
Main Management Of the Co: Mr. AZIZ .I. BARAFWALA
(Owner)
Mr. Asif N. Todewale (MIS
Executive)

Bankers: Standard Chartered Bank.

Punjab National Bank.

Importance: Authorized Dealer helps

customers to get best Service
for their Products

Phone Number: 0831-2437964

Fax: 91-831-437964
BRAND IMAGE

Building and maintaining brand equity is an important area of ongoing

brand marketing. If brand awareness and brand recall are not kept
fresh and strong, a lot of time and expense will be wasted.

Brand equity is the accumulated value of the brand image or identity in

the consumer’s mind. The brand equity can be estimated by
calculating the sales of a comparable brand with the same features
and benefits and subtracting those from your brand’s sales. The
difference then, is the true value of your brand equity.

There is an intangible value to brand equity and some suggest it can’t

be converted into a dollar value. The whole point of brand marketing is
that everything does actually convert to a dollar value. In reality, that
type of intangible is branding that perhaps missed the mark.
Intangibles such as goodwill do have some sales-oriented value that
might be harvested at some point.

Public relations are often considered an intangible yet it does help a

business solve some brand communications needs and strengthen the
brand’s value and hence contribute ultimately to sales.
A brand is unlikely to have one brand image, but several, though one
or many may predominate. The key in brand image research is to
identify or develop the most powerful images and reinforce them
through subsequent brand communications.

The term “brand image” gained popularity as evidence began to grow

that the feelings and images associated with a brand were powerful
purchase influencers, through brand recognition, recall and brand
identity. It is based on the proposition that consumers buy not only a
product (commodity/goods), but also the image associations of the
product, such as power, wealth, style and most importantly
identification and association with other users of the brand. In a
consumer led world, people tend to define themselves and their
Jungian “Personality” by their possessions. The ego and superego
control to a large extent the image and personality that people would
like others to have of them.

Good brand image are instantly reminding, are positive and are almost
always unique among competitive brands. It can be reinforced by
brand communications such as packaging, advertising, sales
promotion, customer service, word of mouth, and other aspects of the
brand experience.

Brand Images are usually evoked by asking consumers the first

words/images that come to their mind when a certain brand is
mentioned (sometimes called “top of mind”). When responses are
highly variable, non-forthcoming, or refer to non-image attributes such
as cost, it is an indicator of a weak brand image.

BRAND ATTRIBUTES

Attributes are simply properties of a given product, brand, service,

advertisement or any object of interest. Many brand and market
research is targeted at understanding the most significant and
powerful attributes of a product/service/brand. It can have many
attributes including cost, value for money, prestige, taste, usability,
liking and a wide range of image or personality attributes.

Usually a client wishes to measure their product or brand as perceived

by target markets along several attributes they see important to the
brand. If they are in a competitive market, they also sometimes need
to know how they rate against competing offerings.

A key mistake in attribute-based research is for the most salient

attributes to be missed or the attribute definitions to be posed in such
a way as they are not clear to the consumer subject pool. It often
occurs when brand is a product rather than consumer driven. It is often
important therefore for research aimed at “uncovering” the silent
attributes of the product according to the consumer.
In brand, where attributes are often related to brand personality, brand
image and brand identification related variables these can often by
done by uncovering qualitative and depth interview techniques.
Consumer becomes familiar with the category within a short time,
especially when prices come down rapidly.

Besides, such quick diffusion is also enhanced by the fact that the
category is a necessity item rather than a luxury. There is also the
element of social visibility associated with the category. Hence for a
national brand, mass advertising is a pre-requisite, provided it is
supported by the other elements of the marketing mix.

DIFFERENTIATION

Advertisements convey brand differentiation and this may be

important in several categories, which consist of several brands.
Differentiation Awareness can be created by television advertising, but
in certain categories there may be a need to demonstrate the
effectiveness of brands. Differentiation with which consumers cannot
“connect” may have a negative implication and if a brand “connects”
consumers with its differentiation, it is likely to also differentiate itself
in terms of getting identified with the consumers.

In certain situation, the company may have two offerings in a product-

line and there is a need to differentiate them clearly depending on the
target segments involved. This is a complex situation where
differentiation decides the growth of the brand and the perceived
difference between the offerings. An added layer to the complexity is
the same brand name being used for the offerings.
SALES PROMOTION

It is key ingredient in marketing campaigns, consists of a collection of

incentive tools, mostly short term, designed to stimulate quicker or
greater purchase of particular products or services by consumers or
the trade.

Sales promotion tools vary in their specific objectives. Sellers use

incentive type promotions to attract new triers, to reward loyal
customers, and to increase the repurchase rates of occasional users. It
often attracts brand switchers, who are primarily looking for low price,
good value or premiums.

Sales promotions generally are unlikely to turn them into loyal users,
although they may be induced to make some subsequent purchases. It
is used in markets of high brand similarity can produce a high sales
response in the short run but little permanent gain in market share.

In markets of high brand dissimilarity, sales promotions may be able to

alter market shares permanently. For retailers, promotions may
increase sales of complementary categories as well as induce some
store-switching by consumers. They promote greater consumer
awareness of price.
RESEARCH METHODOLOGY

Title of the Project

“To Evaluate the Perception of Brand Image and Sales

Promotion among Retailers of TATA INDICOM in Belgaum City.”

Objectives of the Research

 To study the Telecom Industry

 To measure retailers response towards TATA Indicom
 To know the Brand Positioning of TATA Indicom in the minds of
Retailers
 To find out the important factor that retailers attach for a cell
service
 To know the type of sales promotion that retailers most prefer

Selection of Sample

• Population: Retail Shops situated in Belgaum city

• Sampling Frame: Shops
• Sampling Unit: Retailers
• Sampling Size: 100
• Sampling Method: Convenient Sampling
 DATA COLLECTION APPROACH

The information necessary for this research study is collected by

tapping primary and secondary sources. The sources are as follows:

Primary Sources:
a. Questionnaire
b. Personal interaction
c. Observation

Secondary Sources:
a. Related Information from Internet (Websites)
b. Various Text Books
c. Journals and Magazines

Limitation of the Study

 The study is limited to Belgaum city only

 The responses given by the retailers cannot be considered as
totally perfect because of various personal and other limitations.
 As retailer’s views and experience include more of psychological
aspects, the survey made during a particular time period will
give information about the retailers during that particular time
period.
1. What kind of business/outlet do you own?
Teleshop Multi brand outlet
Exclusive outlet Sub dealers

What kind of business/outlet do you own?

Cumulative
Frequency Percent Valid Percent Percent
Valid Teleshop 28 28.0 28.0 28.0
Multi-brand outlet 48 48.0 48.0 76.0
Exclusive outlet 14 14.0 14.0 90.0
sub dealers 10 10.0 10.0 100.0
Total 100 100.0 100.0

what kind of business/outlet do you own

sub dealers

10.0%
Teleshop
Exclusive outlet 28.0%
14.0%

Multi-brand outlet

48.0%

Interpretation
About 48% of retailers own a multi brand outlet were as 28% own a
Teleshop business and 14% of them possesses exclusive outlet and
10% of them are sub dealers
2. Since how long you have been in this business?
Less than 1 year 1 Year to 2 Years
2 Years to 3 Years More than 3 years

Since how long you have been in this business?

Cumulative
Frequency Percent Valid Percent Percent
Valid Less than 1 year 27 27.0 27.0 27.0
1 Year to 2 Years 41 41.0 41.0 68.0
2 Years to 3 Years 27 27.0 27.0 95.0
More than 3 Years 5 5.0 5.0 100.0
Total 100 100.0 100.0

since how long you have been in this business

More than 3 Years

5.0%

2 Years to 3 Years

27.0%

Less than 1 year

27.0%

1 Year to 2 Years

41.0%

Interpretation
The above pie chart indicates that about 41% of the retailers are in business for more than
1 year. The retailers who have set up the business newly i.e less than 1 year is also 27%
which shows that the market is growing to potential.
3. What brands do you stock and sell?
Vodafone Airtel Spice
TATA Indicom
120 BSNL Reliance
96 95 98
100
76 73
80
56
60
40
20
0
m
ne

e
e
rt e

nc
ic

co
fo

BS
Ai

Sp

ia
di
da

el
In
Vo

R
TA
TA

Interpretation
Out of 100 retailers 98%, 96%, 95% stock TATA Indicom, Vodafone and
Airtel respectively and 76%, 73%, 56% stock Spice, BSNL and Reliance
respectively. This shows that the retailers are not dependent on any
specific brand, but Vodafone, Airtel and TATA Indicom are more in
demand when compared to other brands which are available in
market.
4. What comes to your mind, when you hear the word “TATA
Indicom”
Factor Tick ( √ )
Logo
Availability
Coverage
Value Addition Service
Brand Ambassador

What comes to your mind, when you hear the word "TATA Indicom"

Cumulative
Frequency Percent Valid Percent Percent
Valid Logo 45 45.0 45.0 45.0
Availability 21 21.0 21.0 66.0
Coverage 12 12.0 12.0 78.0
Value Addition Service 13 13.0 13.0 91.0
Brand Ambassador 9 9.0 9.0 100.0
What comes to youTotal
r mind, when you hear the w ord "TAT
100 AIndicom" 100.0
100.0

Brand Ambassador

9.0%

Value Addition Servi

13.0%

Logo

45.0%
Coverage

12.0%

Availability

21.0%

Interpretation
About 45% of Retailers recall the Logo of TATA when asked what
comes to your mind when you hear the name TATA Indicom; some
retailers also recall Availability and Coverage.

5. Your satisfaction level with the different cell service

providers.
Company Highly Satisfied Neutral Dissatisfied Highly
Satisfied Dissatisfied
Vodafone
Airtel
Spice
Reliance
TATA Indicom
BSNL

VODAFONE

Satisfaction level of Vodafone

Cumulative
Frequency Percent Valid Percent Percent
Valid Highly Satisfied 36 36.0 36.0 36.0
Satisfied 49 49.0 49.0 85.0
Neutral 7 7.0 7.0 92.0
Dissatisfied 8 8.0 8.0 100.0
Total 100 100.0 100.0
 satisfaction level of vodafone

Dissatisfied

8.0%
Neutral

7.0%
Highly Satisfied

36.0%

Satisfied

49.0%

Interpretation (VODAFONE)
The above graph shows that 49% of Retailers are satisfied with
services provided by Vodafone; there is more opportunity for the
Vodafone Company to convert this 49% of satisfied retailers into Highly
Satisfied retailers because it will help the company in return to
increase the sales. The company should also concentrate on the
dissatisfied retailers and try
to convert them into satisfied retailers.
AIRTEL

Satisfactio n level o f Airtel

Cum ulative
F requency Percent Valid Percent Percent
Valid Highly Satisfied 39 39.0 39.0 39.0
Satisfied 46 46.0 46.0 85.0
Neutral 15 15.0 15.0 100.0
T otal 100 100.0 100.0
satisfaction level of airtel

Neutral

15.0%

Highly Satisfied

39.0%

Satisfied

46.0%

Interpretation
The above graph shows that 46% of Retailers are satisfied with
services provided by Airtel; there is more chance for Airtel to convert
this 46% of satisfied retailers into Highly Satisfied retailers which in
turn helps the company to increase the sales. It should also convert
the Neutral retailers to satisfied retailers.
SPICE

Satisfaction level of Spice

Cumulative
Frequency Percent Valid Percent Percent
Valid Highly Satisfied 9 9.0 9.0 9.0
Satisfied 35 35.0 35.0 44.0
Neutral 44 44.0 44.0 88.0
Dissatisfied 8 8.0 8.0 96.0
Highly Dissatisfied 4 4.0 4.0 100.0
Total 100 100.0 100.0

satisfaction level of spice

Highly Dissatisfied
4.0%
Highly Satisfied
Dissatisfied
9.0%
8.0%

Satisfied

35.0%

Neutral

44.0%

Interpretation
The above graph shows that only 35% of the retailers are satisfied with
the services provided by Spice, but on the other hand about 44% of the
retailers say that they are neither satisfied nor dissatisfied with the
service of spice, the company has to work towards converting this
neutral retailers to satisfied and also the dissatisfied and highly
dissatisfied retailers to satisfied which will be more beneficial to the
spice company.
RELIANCE

Satisfaction level of Reliance

Cumulative
Frequency Percent Valid Percent Percent
Valid Highly Satisfied 10 10.0 10.0 10.0
Satisfied 27 27.0 27.0 37.0
Neutral 39 39.0 39.0 76.0
Dissatisfied 22 22.0 22.0 98.0
Highly Dissatisfied 2 2.0 2.0 100.0
Total
satisfaction level of reliance
100 100.0 100.0

Highly Dissatisfied
Highly Satisfied
2.0%
10.0%
Dissatisfied

22.0%

Satisfied

27.0%

Neutral

39.0%

Interpretation
The above graph shows that only 27% of the retailers are satisfied with
the services provided by Reliance, but on the other hand about 39% of
the retailers say that they are neither satisfied nor dissatisfied with the
service provided by Reliance, the company has to work towards
converting this neutral retailers to satisfied and also the dissatisfied
(22%) and highly dissatisfied retailers to satisfied which will be more
advantageous to the Reliance
TATA INDICOM

Satisfaction level of TATA Indicom

Cumulative
Frequency Percent Valid Percent Percent
Valid Highly Satisfied 9 9.0 9.0 9.0
Satisfied 51 51.0 51.0 60.0
Neutral 26 26.0 26.0 86.0
Dissatisfied 8 8.0 8.0 94.0
Highly Dissatisfied 6 6.0 6.0 100.0
Total 100 100.0 100.0

Interpretation
The above graphs shows that about 60% of the retailers are satisfied
with the services provided by TATA Indicom, 26% of them are neutral
were as 14% of the retailers are dissatisfied with TATA Indicom.
Therefore the company must take necessary steps to achieve the
expectations of the dissatisfied retailers.
BSNL

Interpretation
The above graphs shows that about 44% of the retailers are satisfied
with the services provided by BSNL, 43% of them are neutral were as
13% of the retailers are dissatisfied with BSNL. Therefore the company
must take essential steps to achieve the expectations of the
dissatisfied retailers.

6. What kind of benefits do you receive from the company by

the way of Sales Promotion
Discounts Schemes
Coupons Offers
Any Other Specify_____________________________

Interpretation
About 34% of the retailers receive benefits in the form of discounts and
29% of retailers are provided with different offers, were as 27% of
retailers are offered different schemes.
 7. What additional sales promotional inputs do you feel the
company should provide?
Gift Item Tour Offers
Slab Offers Certificate from Company
Any Other Specify_____________________________

What Additional sales promotional inputs do you feel the company should

Certificate of Compa
Gift Items
22.0%
27.0%

Slab Offers

12.0%

Tour Offers

39.0%

Interpretation
About 39% of the retailers expect Tour Offers from the company in the
form of sales promotion inputs. 27% of the retailers expect gift items
from the company, where as 22% and 12% of retailers expect
Certificate from company and Slab offers in form of additional sales
promotions

8. According to you which is the best advertising media for

cell service provider?
TV Ads Newspapers
Wall Painting Poster and Banners
Hoardings Any Other Specify _________________
 According to you which is the best advertising media for cell service provider

Cumulative
Frequency Percent Valid Percent Percent
Valid TV 47 47.0 47.0 47.0
Newspapers 8 8.0 8.0 55.0
Wall Painting 22 22.0 22.0 77.0
Poster and Banners 13 13.0 13.0 90.0
Hoardings 10 10.0 10.0 100.0
Total 100 100.0 100.0
according to you which is the best advertising media for cell service pr

Hoardings
10.0%

Poster and Banners

13.0%

TV
47.0%

Wall Painting
22.0%

Newspapers
8.0%

Interpretation
About 47% of retailers consider TV Ads as most effective advertising
medium, where as 22% of the retailers prefer Wall Painting and only
13% of them consider posters and banners and 10% prefer hoarding
where as only 8% of them prefer newspaper as the best advertising
media. Thus TV Ads are the most desirable and preferred medium for
advertisement.

9. Rank the factors that you feel are important for cell service
Factors High Mediu Low
m
Network
 Availability
Brand Name
Price
Coverage

NETWORK

Network

Cumulative
Frequency Percent Valid Percent Percent
Valid High 55 55.0 55.0 55.0
Medium 32 32.0 32.0 87.0
Low 13 13.0 13.0 100.0
Total 100 100.0 100.0

Network

Low

13.0%

High
Medium
55.0%
32.0%

Interpretation
About 55% of the retailers give Network as the major priority with
respect to cell services were as 32% of them consider it as not so
important (Medium) and 13% have rated network as low from the
point of view of cell services.

AVAILABILITY
 Availability

Cumulative
Frequency Percent Valid Percent Percent
Valid High 37 37.0 37.0 37.0
Medium 52 52.0 52.0 89.0
Low 11 11.0 11.0 100.0
Total 100 100.0 100.0

Availiability

Low

11.0%

High

37.0%

Medium
52.0%

Interpretation
About 37% of the retailers give Availability as the major priority with
respect to cell services were as 52% of them consider it as not so
important (Medium) and 11% have rated Availability as low from the
point of view of cell services.

BRAND NAME
 Brand Name

Cumulative
Frequency Percent Valid Percent Percent
Valid High 54 54.0 54.0 54.0
Medium 32 32.0 32.0 86.0
Low 14 14.0 14.0 100.0
Total 100 100.0 100.0

Brand Name

Low

14.0%

High

Medium 54.0%

32.0%

Interpretation
About 54% of the retailers give Brand Name as the major priority with
respect to cell services were as 32% of them consider it as not so
important (Medium) and 14% have rated Brand Name as low from the
point of view of cell services.

PRICE
 Price

Cumulative
Frequency Percent Valid Percent Percent
Valid High 68 68.0 68.0 68.0
Medium 26 26.0 26.0 94.0
Low 6 6.0 6.0 100.0
Total 100 100.0 100.0

Price
Low
6.0%

Medium
26.0%

High

68.0%

Interpretation
About 68% of the retailers give Price as the major priority with respect
to cell services were as 26% of them consider it as not so important
(Medium) and 6% have rated Price as low from the point of view of cell
services.

COVERAGE
 Coverage

Cumulative
Frequency Percent Valid Percent Percent
Valid High 58 58.0 58.0 58.0
Medium 34 34.0 34.0 92.0
Low 8 8.0 8.0 100.0
Total 100 100.0 100.0

Coverage

Low
8.0%

Medium

34.0%
High

58.0%

Interpretation
About 58% of the retailers give Clarity as the major priority with
respect to cell services were as 34% of them consider it as not so
important (Medium) and 8% have rated Clarity as low from the point of
view of cell services.
H0: More or equal to 50% of the retailers are Satisfied with
TATA Indicom
H1: Less than 50% of the retailers are Satisfied with TATA
Indicom

Using Z Test can prove this

Computation of Z value
Z= P-P/ sigma P
P=0.50 (1-P) =0.50
N=100 N-1= 100-1=99
Where P= X/N = Respondents favoring Ho
Total sample size
P=60/100=0.6

Sigma P= P (1-P)/ (N-1) = 0.05025

Z= 0.6-0.50/0.05025
Z = 1.99
K=-1.64

Conclusion: Since critical value (K= -1.64) is less than calculated Z

value (1.99) null hypothesis is accepted.

Result: More than 50% of the retailers are satisfied with TATA Indicom
H0: More or equal to 60% of the retailers consider the Price as
an important factor
H1: Less than 60% of the retailers consider the Price as an
important factor

Using Z Test can prove this

Computation of Z value
Z= P-P/ sigma P
P=0.60 (1-P) =0.40
N=100 N-1= 100-1=99
Where P= X/N = Respondents favoring Ho
Total sample size
P=68/100=0.68

Sigma P= P (1-P)/ (N-1) = 0.049

Z= 0.68-0.60/0.049
Z = 1.63
K=-1.64

Conclusion; Since critical value (K= -1.64) is less than calculated Z

value (1.63) null hypothesis is accepted.

Result: More than 60% of the retailers consider the Price as an

important factor
FINDINGS

 Most outlets are Multi branded

 41% of the retailers are in business for than 1 year. which shows
that there is a growth in the market.
 About 90% of Retailers stock and sell Vodafone, Airtel and TATA
Indicom
 When the retailers here the word TATA Indicom they recall the
Logo of TATA Indicom.
 About 60% Retailers are SATISFIED with the services and offers
provided by the TATA Indicom
 Retailers receive different kinds of discounts from the company.
 Retailers prefer Tour Offers from the company.
 Retailers feel that advertising in TV will be very advantages to
TATA Indicom.
 68% of the retailers give price as the major priority with respect
to cell services
SUGGESTIONS

 TATA Indicom should improve the service, specially the

activation & network so that the retailers can push the products
easily in the market.
 There is a huge potential to convert the neutral retailers to
satisfied retailers by catering to their specific needs.
 An effective promotional strategy has to be designed focusing
more on Hoarding and Banners to obtain the desired results.
Hoarding has only a few seconds to make the product noticeable.
Hence very few words are to be used on a billboard or hoarding.
 TATA Indicom should advertise in those newspapers and
magazines which has got more circulation.
 With modern technology digital billboards and tri-faced billboards
are moving the market. Digital billboards allow long messages to
run continuously across the screen. They also have advantage of
attracting better attention.
 The company should provide special offers to retailers to
increases the sales.
 During the survey it is found that only 45% of the retailers recall
the Logo of TATA Indicom which is less than 50% so the company
has to focus more on Brand Building Activities.
 The company should highlight the additional and competitive
features which are not provided by other brands through strong
media communication.
 The company should advertise on Internet
CONCLUSION

To conclude, it is very less time to study about brand image and sales
promotional strategies apart for this we need to focus on each retailers
view carefully in regular time intervals so that the best possible is
presented here, still there is a lot of scope for developing on this
subject, as excellence is not limited always.

Tata Teleservice is one of the leading player in the telecommunication

sector. TATA Indicom has to focus more on proper advertising
strategies through which it can reach its future customers, while 60%
of the retailers are very much satisfied by the services provided.
Although there is a need to build more confidence in its retailers. This
will be possible only through effective communication.

Thus, the company should take necessary steps to satisfy the retailers
by providing them with the necessary facilities required to promote
brand as a whole.
BIBLIOGRAPHY

Books:
Marketing Management by Philip Kotler and Kevin Lane Keller 12th
edition, Page No 286, 340, 555,556,559

Sales and Distribution Management by Tapan K. Panda and Sunil

Sahadev, Page No 289,291,294

Internet/Website:
www.ttsl.com
www.tataindicom.com
www.google.com