SALES & PROMOTION STRATEGY INDEX

TABLE OF CONTENTS
CHAPTER CONTENTS PAGE NO
1 1.1 Introduction
1.2 Two leel! o" #$r%etin&
1.2.1 Str$te&ic #$r%etin&
1.2.2 O'er$tion$l #$r%etin&
1.( )our P*!
1.(.1 Product
1.(.2 Pricin&
1.(.( Pro#otion
1.(.+ Pl$ce#ent
1.+ S$le! 'ro#otion
1., M$r%etin& co##unic$tion
1.,.1 Aderti!in&
1.,.2 Per!on$l !ellin&
1.,.( S$le! 'ro#otion
1.,.+ Pu-lic rel$tion
1.5.5 Direct #$r%etin&
1
+
+
+
+
+
,
,
,
.
/
/
/
0
0
0
2
2.1 I#'ort$nce
2.2 O-1ectie!
2.( In"or#$tion !ource
2.(.1 Pri#$r2 D$t$
2.(.2 Second$r2 D$t$
11
12
1+
1+
1+
Dr.3YOT4IRMAYI DEGREE 5OLLEGE6 ADONI - i - DEPT. OF MANAGEMENT
SALES & PROMOTION STRATEGY INDEX
2.+ S$#'lin&
2., S$#'lin& tec7ni8ue
2.. Li#it$tion
1,
19
10
3
Pro"ile o" t7e co#'$n2
(.1 4i!tor2
(.2 5o#'$n2 deelo'#ent!
(.( 5o#'$n2 Ac7iee#ent!
(.+ 5o#'$n2 Pre!ent Po!ition
21
21
25
27
30
4 & 5
D$t$ An$l2!i! $nd Inter'ret$tion
33
6
..1 Su##$r2
..2 )indin&!
..( Su&&e!tion!
49
50
51
I. :i-lio&r$'72
52
I. ;ue!tionn$ire
53
LIST OF TABLES
Dr.3YOT4IRMAYI DEGREE 5OLLEGE6 ADONI - ii - DEPT. OF MANAGEMENT
SALES & PROMOTION STRATEGY INDEX
TABLE NO CONTENTS PAGE NO
1
2
(
+
,
.
9
/
0
1<
11
12
1(
1+
=SING O) >IRGIN MO:ILE
AD>ERTISEMENT DETAILS
REASONS TO P=R54ASE
REASONS )OR SATIS)A5TION
NET?OR@ ;=ALITY
;=ALITY O) 5=STOMER 5ARE
)RIENDS & )AMILY O))ERS
MORE 4ELP)=L >IRGIN SER>I5ES
O))ERS
A?ARE O) PREPAID IN5OMING 5ALLS
MOST )A>O=RA:LE )A5TOR
MOST E))E5TI>E :RAND
?ILL YO= S?IT54 TO >IRGIN
RE5OMMEND TO OT4ERS
(+
(,
(.
(9
(/
(0
+<
+1
+2
+(
++
+,
+.
+9
Dr.3YOT4IRMAYI DEGREE 5OLLEGE6 ADONI - iii - DEPT. OF MANAGEMENT
SALES & PROMOTION STRATEGY INDEX
LIST OF GRAPHS
GRAPH NO CONTENTS PAGE NO
1
2
(
+
,
.
9
/
0
1<
11
12
1(
1+
=SING O) >IRGIN MO:ILE
AD>ERTISEMENT DETAILS
REASONS TO P=R54ASE
REASONS )OR SATIS)A5TION
NET?OR@ ;=ALITY
;=ALITY O) 5=STOMER 5ARE
)RIENDS & )AMILY O))ERS
MORE 4ELP)=L >IRGIN SER>I5ES
O))ERS
A?ARE O) PREPAID IN5OMING 5ALLS
MOST )A>O=RA:LE )A5TOR
MOST E))E5TI>E :RAND
?ILL YO= S?IT54 TO >IRGIN
RE5OMMEND TO OT4ERS
(+
(,
(.
(9
(/
(0
+<
+1
+2
+(
++
+,
+.
+9
Dr.3YOT4IRMAYI DEGREE 5OLLEGE6 ADONI - i - DEPT. OF MANAGEMENT
SALES & PROMOTION STRATEGY 54APTERAI
54APTERAI
INTRODUCTION
Dr. 3YOT4IRMAYI DEGREE 5OLLEGE6 ADONI 1 DEPT. OF MANAGEMENT
SALES & PROMOTION STRATEGY 54APTERAI
INTRODUCTION:
Marketing i! $ !ociet$l 'roce!! w7ic7 di!cern! con!u#er!B w$nt!6
"ocu!in& on $ prod!t or "er#i!e to "ul"ill t7o!e w$nt!6 $tte#'tin& to #oe t7e
con!u#er! tow$rd t7e 'roduct! or !erice! o""ered. M$r%etin& i! "und$#ent$l to $n2
-u!ine!!e! &rowt7. T7e #$r%etin& te$#! C#$r%eter!D $re t$!%ed to cre$te con!u#er
$w$rene!! o" t7e 'roduct! or !erice! t7rou&7 #$r%etin& tec7ni8ue!.. =nle!! it '$2!
due $ttention to it! 'roduct! $nd !erice! $nd con!u#er! "e$$ing% It i! $l!o concerned
wit7 $ntici'$tin& t7e cu!to#er!B "uture need! $nd w$nt!6 w7ic7 $re o"ten di!coered
t7rou&7 #$r%et re!e$rc7.
E!!enti$ll26 #$r%etin& i! t7e 'roce!! o" cre$tin& or directin& $n
or&$niE$tion to -e !ucce!!"ul in !ellin& $ 'roduct or !erice t7$t 'eo'le not onl2
de!ire6 -ut $re willin& to -u2.
T7ere"ore &ood #$r%etin& #u!t -e $-le to cre$te $ F'ro'o!itionF or !et o"
-ene"it! "or t7e end cu!to#er t7$t delier! $lue t7rou&7 'roduct! or !erice!.
A #$r%etA"ocu!ed6 or cu!to#erA"ocu!ed6 or&$niE$tion "ir!t deter#ine! w7$t
it! 'otenti$l cu!to#er*! de!ire6 $nd t7en -uild! t7e prod!t or !erice. M$r%etin&
t7eor2 $nd 'r$ctice i! 1u!ti"ied in t7e -elie" t7$t !"to&er" u!e $ 'roduct or !erice
-ec$u!e t7e2 7$e $ need6 or -ec$u!e it 'roide! $ 'erceied -ene"it.
Two #$1or "$ctor! o" #$r%etin& $re t7e recruit#ent o" new cu!to#er!
C$c8ui!itionD $nd t7e retention $nd eG'$n!ion o" rel$tion!7i'! wit7 eGi!tin&
cu!to#er! C-$!e #$n$&e#entD. Once $ &arketer 7$! conerted t7e 'ro!'ectie
-u2er6 -$!e #$n$&e#ent #$r%etin& t$%e! oer. T7e 'roce!! "or -$!e #$n$&e#ent
!7i"t! t7e #$r%eter to -uildin& $ rel$tion!7i'6 nurturin& t7e lin%!6 en7$ncin& t7e
-ene"it! t7$t !old t7e -u2er in t7e "ir!t 'l$ce6 $nd i#'roin& t7e 'roductH!erice
continuou!l2 to 'rotect t7e -u!ine!! "ro# co#'etitie encro$c7#ent!.
)or $ &arketing p$an to -e !ucce!!"ul6 t7e #iG o" t7e 'or (P"( #u!t
re"lect t7e w$nt! $nd de!ire! o" t7e con!u#er! or S7o''er! in t7e target &arket.
Dr. 3YOT4IRMAYI DEGREE 5OLLEGE6 ADONI 2 DEPT. OF MANAGEMENT
SALES & PROMOTION STRATEGY 54APTERAI
Tr2in& to conince $ &arket "eg&ent to -u2 !o#et7in& t7e2 donBt w$nt i! eGtre#el2
eG'en!ie $nd !eldo# !ucce!!"ul. M$r%eter! de'end on in!i&7t! "ro# &arketing
re"ear!)6 -ot7 "or#$l $nd in"or#$l6 to deter#ine w7$t con!u#er! w$nt $nd w7$t
t7e2 $re willin& to '$2 "or. M$r%eter! 7o'e t7$t t7i! 'roce!! will &ie t7e# $
""taina*$e !o&petiti#e ad#antage% Marketing &anage&ent i! t7e 'r$ctic$l
$''lic$tion o" t7i! 'roce!!. T7e o""er i! $l!o $n i#'ort$nt $ddition to t7e +PB! t7eor2.
?it7 in #o!t or&$niE$tion!6 t7e $ctiitie! enco#'$!!ed -2 t7e #$r%etin& "unction $re
led -2 $ >ice Pre!ident or Director o" M$r%etin&. A &rowin& nu#-er o"
or&$niE$tion!6 e!'eci$ll2 l$r&e =S co#'$nie!6 7$e $ C)ie' Marketing O''i!er
'o!ition6 re'ortin& to t7e C)ie' E+e!ti#e O''i!er%
T7e A&eri!an Marketing A""o!iation CAMAD !t$te!6 FM$r%etin& i! $n
or&$niE$tion$l "unction $nd $ !et o" 'roce!!e! "or cre$tin&6 co##unic$tin& $nd
delierin& $lue to cu!to#er! $nd "or #$n$&in& cu!to#er rel$tion!7i'! in w$2! t7$t
-ene"it t7e or&$niE$tion $nd it! !t$%e7older!.F.
M$r%etin& #et7od! $re in"or#ed -2 #$n2 o" t7e "o!ia$ "!ien!e"6
'$rticul$rl2 p",!)o$og,- "o!io$og,6 $nd e!ono&i!"% Ant)ropo$og, i! $l!o $ !#$ll6
-ut &rowin& in"luence. M$r%et re!e$rc7 under'in! t7e!e $ctiitie!. T7rou&7
ad#erti"ing6 it i! $l!o rel$ted to #$n2 o" t7e !reati#e $rt!. M$r%etin& i! $ wide $nd
7e$il2 interconnected !u-1ect wit7 eGten!ie 'u-lic$tion!. It i! $l!o $n $re$ o"
$ctiit2 in"$#ou! "or reAinentin& it!el" $nd it! oc$-ul$r2 $ccordin& to t7e ti#e!
$nd t7e culture.
Dr. 3YOT4IRMAYI DEGREE 5OLLEGE6 ADONI ( DEPT. OF MANAGEMENT
SALES & PROMOTION STRATEGY 54APTERAI
T.o $e#e$" o' &arketing/
01 Strategi! &arketing
21 Operationa$ &arketing
01 Strategi! &arketing:
Atte#'t! to deter#ine 7ow $n or&$niE$tion co#'ete! $&$in!t it! co#'etitor!
in $ #$r%et 'l$ce. In '$rticul$r6 it $i#! $t &ener$tin& $ co#'etitie $d$nt$&e
rel$tie to it! co#'etitor!.
21 Operationa$ &arketing:
EGecute! #$r%etin& "unction! to $ttr$ct $nd %ee' cu!to#er! $nd to
#$Gi#iEe t7e $lue deried "or t7e#6 $! well $! to !$ti!"2 t7e cu!to#er wit7 'ro#'t
!erice! $nd #eetin& t7e cu!to#er eG'ect$tion!. O'er$tion$l M$r%etin& include! t7e
deter#in$tion o" t7e #$r%etin& #iG C+ P!D.
Four Ps - In t7e e$rl2 10.<B!6 Pro"e!!or Neil :orden $t 4$r$rd :u!ine!! Sc7ool
identi"ied $ nu#-er o" co#'$n2 'er"or#$nce $ction! t7$t c$n in"luence t7e con!u#er
deci!ion to 'urc7$!e &ood! or !erice!. :orden !u&&e!ted t7$t $ll t7o!e $ction! o" t7e
co#'$n2 re're!ented $ IM$r%etin& MiGJ. Pro"e!!or E. 3ero#e Mc5$rt726 $l!o $t t7e
4$r$rd :u!ine!! Sc7ool in t7e e$rl2 10.<!6 !u&&e!ted t7$t t7e M$r%etin& MiG
cont$ined + ele#ent!K 'roduct6 'rice6 'l$ce $nd 'ro#otion.
In 'o'ul$r u!$&e6 F#$r%etin&F i! t7e 'ro#otion o" 'roduct!6 e!'eci$ll2
$derti!in& $nd -r$ndin&. 4oweer6 in 'ro"e!!ion$l u!$&e t7e ter# 7$! $ wider
#e$nin& w7ic7 reco&niEe! t7$t #$r%etin& i! cu!to#erAcentered. Product! $re o"ten
deelo'ed to #eet t7e de!ire! o" &rou'! o" cu!to#er! or een6 in !o#e c$!e!6 "or
!'eci"ic cu!to#er!. E. 3ero#e Mc5$rt72 diided #$r%etin& into "our &ener$l !et! o"
$ctiitie!. 4i! t2'olo&2 7$! -eco#e !o unier!$ll2 reco&niEed t7$t 7i! "our $ctiit2
!et!6 t7e )our P!6 7$e '$!!ed into t7e l$n&u$&e.
T)e 'or P3" are :
Product: T7e 'roduct $!'ect! o" #$r%etin& de$l wit7 t7e !'eci"ic$tion! o" t7e
$ctu$l &ood! or !erice!6 $nd 7ow it rel$te! to t7e endAu!erB! need! $nd w$nt!.
Dr. 3YOT4IRMAYI DEGREE 5OLLEGE6 ADONI + DEPT. OF MANAGEMENT
SALES & PROMOTION STRATEGY 54APTERAI
T7e !co'e o" $ 'roduct &ener$ll2 include! !u''ortin& ele#ent! !uc7 $!
w$rr$ntie!6 &u$r$ntee!6 $nd !u''ort.

Pricing: T7i! re"er! to t7e 'roce!! o" !ettin& $ 'rice "or $ 'roduct6 includin&
di!count!. T7e 'rice need not -e #onet$r2 A it c$n !i#'l2 -e w7$t i! eGc7$n&ed
"or t7e 'roduct or !erice!6 e.&. ti#e6 ener&26 '!2c7olo&2 or $ttention.

Promotion: T7i! include! $derti!in&6 !$le! 'ro#otion6 'u-licit26 $nd
'er!on$l !ellin&6 -r$ndin& $nd re"er! to t7e $riou! #et7od! o" 'ro#otin& t7e
'roduct6 -r$nd6 or co#'$n2.
Placement: Cor di!tri-utionDK re"er! to 7ow t7e 'roduct &et! to t7e cu!to#erL
"or eG$#'le6 'oint o" !$le 'l$ce#ent or ret$ilin&. T7i! "ourt7 P 7$! $l!o
!o#eti#e! -een c$lled Place6 re"errin& to t7e c7$nnel -2 w7ic7 $ 'roduct or
!erice! i! !old Ce.&. online !. ret$ilD6 w7ic7 &eo&r$'7ic re&ion or indu!tr26 to
w7ic7 !e&#ent C2oun& $dult!6 "$#ilie!6 -u!ine!! 'eo'leD6 etc.
T7e!e "our ele#ent! $re o"ten re"erred to $! t7e #$r%etin& #iG6
M1N
w7ic7 $
#$r%eter c$n u!e to cr$"t $ #$r%etin& 'l$n. T7e "our P! #odel i! #o!t u!e"ul w7en
#$r%etin& low $lue con!u#er 'roduct!. Indu!tri$l 'roduct!6 !erice!6 7i&7 $lue
con!u#er 'roduct! re8uire $d1u!t#ent! to t7i! #odel. Serice! #$r%etin& #u!t
$ccount "or t7e uni8ue n$ture o" !erice!. Indu!tri$l or :2: #$r%etin& #u!t $ccount
"or t7e lon& ter# contr$ctu$l $&ree#ent! t7$t $re t2'ic$l in !u''l2 c7$in
tr$n!$ction!. Rel$tion!7i' #$r%etin& $tte#'t! to do t7i! -2 loo%in& $t #$r%etin&
"ro# $ lon& ter# rel$tion!7i' 'er!'ectie r$t7er t7$n indiidu$l tr$n!$ction!.
A! $ counter to t7i!6 Mor&$n6 in Riding the Waves of Change C3o!!e2A:$!!6
10//D6 !u&&e!t! t7$t one o" t7e &re$te!t li#it$tion! o" t7e + P! $''ro$c7 Fi! t7$t it
uncon!ciou!l2 e#'7$!iEe! t7e in!ideOout iew Cloo%in& "ro# t7e co#'$n2
outw$rd!D6 w7ere$! t7e e!!ence o" #$r%etin& !7ould -e t7e out!ideOin $''ro$c7F.
Neert7ele!!6 t7e + P! o""er $ #e#or$-le $nd wor%$-le &uide to t7e #$1or c$te&orie!
o" #$r%etin& $ctiit26 $! well $! $ "r$#ewor% wit7in w7ic7 t7e!e c$n -e u!ed.
Dr. 3YOT4IRMAYI DEGREE 5OLLEGE6 ADONI , DEPT. OF MANAGEMENT
SALES & PROMOTION STRATEGY 54APTERAI
Sa$e" pro&otion:/
Pro#otion inole! di!!e#in$tin& in"or#$tion $-out $ 'roduct6
'roduct line6 -r$nd6 or co#'$n2. It i! one o" t7e "our %e2 $!'ect! o" t7e #$r%etin&
#iG. S$le! 'ro#otion i! $n i#'ort$nt co#'onent o" $ co#'$n2B! &arketing
co##unic$tion !tr$te&2 $lon& wit7 ad#erti"ing- p*$i! re$ation"- $nd per"ona$
"e$$ing% At it! core6 !$le! 'ro#otion i! $ #$r%etin& $ctiit2 t7$t $dd! to t7e -$!ic
$lue 'ro'o!ition -e7ind $ 'roduct Ci.e.6 &ettin& #ore "or le!!D "or $ li#ited ti#e in
order to !ti#ul$te con!u#er 'urc7$!in&6 !ellin& e""ectiene!!6 or t7e e""ort o" t7e
!$le! "orce. A! t7i! de"inition indic$te!6 !$le! 'ro#otion #$2 -e directed eit7er $t
end con!u#er! or $t !ellin& inter#edi$rie! !uc7 $! ret$iler! or !$le! crew!.
S$le! 'ro#otion !te#! "ro# t7e 're#i!e t7$t $n2 -r$nd or !erice 7$! $n
e!t$-li!7ed 'erceied 'rice or $lue6 t7e Fre&ul$rF 'rice or !o#e ot7er re"erence
$lue. S$le! 'ro#otion i! -elieed to c7$n&e t7i! $cce'ted 'riceA$lue rel$tion!7i'
-2 incre$!in& t7e $lue $ndHor lowerin& t7e 'rice. )$#ili$r eG$#'le! o" con!u#er
!$le! 'ro#otion tool! include conte!t! $nd !wee'!t$%e!6 -r$nded &ieA$w$2
#erc7$ndi!e6 -onu!A!iEe '$c%$&in&6 li#itedAti#e di!count!6 re-$te!6 cou'on!6 "ree
tri$l!6 de#on!tr$tion!6 $nd 'ointA$ccu#ul$tion !2!te#!.
T7ree i!!ue! cl$ri"2 !$le! 'ro#otion. )ir!t6 !$le! 'ro#otion r$n%! in
i#'ort$nce wit7 $derti!in& $nd re8uire! !i#il$r c$re in 'l$nnin& $nd !tr$te&2
deelo'#ent. Second6 t7ree $udience! c$n -e t$r&eted -2 !$le! 'ro#otionK
con!u#er!6 re!eller!6 $nd t7e !$le! "orce. And t7ird6 !$le! 'ro#otion $! $ co#'etitie
we$'on 'roide! $n eGtr$ incentie "or t7e t$r&et $udience to 'urc7$!e or !u''ort
one -r$nd oer $not7er. T7i! l$!t "$ctor di!tin&ui!7e! !$le! 'ro#otion "ro# ot7er
'ro#otion$l #iG t$ctic!. )or eG$#'le6 un'l$nned 'urc7$!e! #$2 -e directl2 rel$ted
to one or #ore !$le! 'ro#otion o""er!.
In order to under!t$nd t7e -$!ic role $nd "unction o" !$le! 'ro#otion6
one #u!t di""erenti$te -etween !$le! 'ro#otion $nd ot7er co#'onent! o" t7e
#$r%etin& #iG. S$le! 'ro#otion u!u$ll2 o'er$te! on $ !7ort ti#eline6 u!e! $ #ore
r$tion$l $''e$l6 return! $ t$n&i-le or re$l $lue6 "o!ter! $n i##edi$te !$le6 $nd
Dr. 3YOT4IRMAYI DEGREE 5OLLEGE6 ADONI . DEPT. OF MANAGEMENT
SALES & PROMOTION STRATEGY 54APTERAI
contri-ute! 7i&7l2 to 'ro"it$-ilit2. T7e ide$ o" contri-ution to 'ro"it$-ilit2 #$2 -e
con"u!in&. It i! !i#'l2 t7e r$tio -etween w7$t i! !'ent on $ 'ro#otion$l #iG
co#'$red to t7e direct 'ro"it$-ilit2 &ener$ted -2 t7$t eG'enditure. A "ew eGce'tion!
to t7e $-oe c7$r$cteri!tic! do eGi!t. )or eG$#'le6 $ !wee'!t$%e! #i&7t u!e $ er2
e#otion$l $''e$l6 w7ile $ -u!ine!!AtoA-u!ine!! $d #$2 -e er2 r$tion$l.
Pro&otion i" genera$$, "*/di#ided in t)e te+t*ook" into t.o part" :
Above the line promotion: Pro#otion in t7e #edi$ Ce.&. T>6 r$dio6
new!'$'er!6 InternetD in w7ic7 t7e $derti!er '$2! $n $derti!in& $&enc2 to
'l$ce t7e $d
Below the line promotion: All ot7er 'ro#otion. Muc7 o" t7i! i! intended to -e
!u-tle enou&7 t7$t t7e con!u#er i! un$w$re t7$t 'ro#otion i! t$%in& 'l$ce.
E.&. !'on!or!7i'6 'roduct 'l$ce#ent6 endor!e#ent!6 !$le! 'ro#otion6
#erc7$ndi!in&6 direct #$il6 'er!on$l !ellin&6 'u-lic rel$tion!6 tr$de !7ow!
Dr. 3YOT4IRMAYI DEGREE 5OLLEGE6 ADONI 9 DEPT. OF MANAGEMENT
SALES & PROMOTION STRATEGY 54APTERAI
Marketing Co&&ni!ation /
Re$c7e! l$r&e6 &eo&r$'7ic$ll2 di!'er!ed $udience!6 o"ten wit7
7i&7 "re8uenc2L Low co!t 'er eG'o!ure6 t7ou&7 oer$ll co!t! $re 7i&7L 5on!u#er!
'erceie $derti!ed &ood! $! #ore le&iti#$teL Dr$#$tiEe! co#'$n2H-r$ndL :uild!
-r$nd i#$&eL #$2 !ti#ul$te !7ortAter# !$le!L I#'er!on$l6 oneAw$2 co##unic$tionL
EG'en!ie.
Mo!t e""ectie tool "or -uildin& -u2er!* 're"erence!6
coniction!6 $nd $ction!L Per!on$l inter$ction $llow! "or "eed-$c% $nd $d1u!t#ent!L
Rel$tion!7i'AorientedL :u2er! $re #ore $ttentieL S$le! "orce re're!ent! $ lon&Ater#
co##it#entL Mo!t eG'en!ie o" t7e 'ro#otion$l tool!
Dr. 3YOT4IRMAYI DEGREE 5OLLEGE6 ADONI / DEPT. OF MANAGEMENT
SALES & PROMOTION STRATEGY 54APTERAI
M$2 -e t$r&eted $t t7e tr$de or ulti#$te con!u#erL M$%e! u!e
o" $ $riet2 o" "or#$t!K 're#iu#!6 cou'on!6 conte!t!6 etc.L Attr$ct! $ttention6 o""er!
!tron& 'urc7$!e incentie!6 dr$#$tiEe! o""er!6 -oo!t! !$&&in& !$le!L Sti#ul$te! 8uic%
re!'on!eL S7ortAliedL Not e""ectie $t -uildin& lon&Ater# -r$nd 're"erence!
4i&7l2 credi-leL >er2 -elie$-leL M$n2 "or#!K new! !torie!6
new! "e$ture!6 eent! $nd !'on!or!7i'!6 etc.L Re$c7e! #$n2 'ro!'ect! #i!!ed i$
ot7er "or#! o" 'ro#otionL Dr$#$tiEe! co#'$n2 or 'roductL O"ten t7e #o!t under
u!ed ele#ent in t7e 'ro#otion$l #iGL Relatively ineG'en!ie Ccert$inl2 not B"reeB $!
#$n2 'eo'le t7in%AAt7ere $re co!t! inoledD
M$n2 "or#!K Tele'7one #$r%etin&6 direct #$il6 online
#$r%etin&6 etc.L )our di!tinctie c7$r$cteri!tic!K Non/p*$i!- I&&ediate-
C"to&i4ed- Intera!ti#eL ?ellA!uited to 7i&7l2At$r&eted #$r%etin& e""ort!.
Dr. 3YOT4IRMAYI DEGREE 5OLLEGE6 ADONI 0 DEPT. OF MANAGEMENT
SALES & PROMOTION STRATEGY 54APTERAII
54APTERAII
T4E ST=DY DESIGN
Dr. 3YOT4IRMAYI DEGREE 5OLLEGE6 ADONI 1< DEPT. OF MANAGEMENT
SALES & PROMOTION STRATEGY 54APTERAII
2%0 IMPORTANCE 5 NEED OF THE STUD6
Re!e$rc7 #et7odolo&2 i! $w$2 to !2!te#$tic$ll2 !ole re!e$rc7 'ro-le#. In
it we !tud2 t7e $riou! !te' t7$t $re &ener$ll2 $do'ted -2 re!e$rc7er in !tud2in& 7i! re!e$rc7
'ro-le# $lon& wit7 lo&ic -e7ind t7e#. It i! nece!!$r2 "or $ re!e$rc7er to %now not onl2 t7e
re!e$rc7 #et7odHtec7ni8ue! -ut $l!o t7e #et7odolo&2. It #$2 -e noted6 in t7e conteGt o"
'l$nnin& & deelo'#ent t7$t t7e !i&ni"ic$nce o" re!e$rc7 line! in it! 8u$lit2 $nd not in
8u$ntit2. Re!e$rc7er !7ould %now 7ow to $''l2 '$rticul$r re!e$rc7 tec7ni8ue!6 -ut t7e2 $l!o
need to %now w7ic7 o" t7e!e #et7od! or tec7ni8ue!6 $re rele$nt $nd w7ic7 $re not6 $nd w7$t
would t7e2 #e$n $nd indic$te $nd w72P
IRe!e$rc7 i! co##on '$rl$nce re"er! to $ !e$rc7 "or %nowled&e. In "$ct re!e$rc7 i! $n $ct o"
Scienti"ic ine!ti&$tion.JT7e 'ro1ect w$! diided in to t7e "ollowin& !te'!.
Dr. 3YOT4IRMAYI DEGREE 5OLLEGE6 ADONI 11 DEPT. OF MANAGEMENT
SALES & PROMOTION STRATEGY 54APTERAII
2%2 OB7ECTI8ES OF STUD6
To de!ide o*9e!ti#e o' t)e "td,
To !tud2 t7e cu!to#er $w$rene!! $-out >ir&in Mo-ile in Mo-ile Store.
To en7$nce t7e !$le o" >ir&in Mo-ile in Mo-ile Store.
To %now t7e re$!on "or t7e lo!! o" inentor2.
To $n$l2Ee t7e cu!to#er -u2in& -e7$ior.
Dr. 3YOT4IRMAYI DEGREE 5OLLEGE6 ADONI 12 DEPT. OF MANAGEMENT
To de!ide re"ear!) de"ign 5
app$i!ation
To de!ide "or!e o' data !o$$e!tion
To de!ide 'ro& o' data !o$$e!tion
To organi4e 5 !o$$e!t data
To pro!e"" 5 ana$,4e report
To prepare t)e re"ear!) report
SALES & PROMOTION STRATEGY 54APTERAII
To "ind out t7e !$ti!"$ction leel o" t7e >ir&in #o-ile cu!to#er! $t Mo-ile
Store.
To !tud2 t7e e""ect o" eent $nd 'ro#otion.
To #$%e $riou! !u&&e!tion on t7e i#'roe#ent o" >ir&in Mo-ile in Mo-ile
Store.
0% To de!ide o*9e!ti#e o' t)e Std,:/
T7i! !te' i! $l!o re!e$rc7 'ro-le#. Pro-le# de"inition i! t7e #o!t critic$l '$rt o" t7e
re!e$rc7 'roce!!. Re!e$rc7 'ro-le# de"inition inole! !'eci"2in& t7e in"or#$tion
needed -2 #$n$&e#ent. T7e #$in o-1ectie! o" t7e !tud2 $reK
To 5re$tin& t7e Aw$rene!! o" 4otel Pri!tine Inn in $#on& 5or'or$te! in Pune.
To "ind out t7e leel o" cu!to#er !$ti!"$ction wit7 t7e o""er!6 di!count $nd
!erice! o""ered -2 Pri!tine Inn.
2% To de!ide re"ear!) de"ign 5 app$i!ation:/
Re!e$rc7 de!i&n inole! de"inin& t7e re!e$rc7 'ro-le#6 deter#inin& 7ow to collect
t7e d$t$ $nd "ro# w7o#6 e!t$-li!7in& t7e w$2 t7e d$t$ will -e $n$l2Eed e!ti#$tin&
co!t! $nd t7e 're'$r$tion o" t7e re!e$rc7 $''ro$c7. )or t7i! !tud26 de!cri'tie
re!e$rc7 w$! !elected.
Dr. 3YOT4IRMAYI DEGREE 5OLLEGE6 ADONI 1( DEPT. OF MANAGEMENT
SALES & PROMOTION STRATEGY 54APTERAII
2%: INFORMATION SOURCES
Pri#$r2 D$t$
Second$r2 D$t$
Pri&ar, data:/
Pri#$r2 d$t$ i! t7e ori&in$l d$t$ collected !'eci"ic$ll2 "or t7e 'ro-le#.
Rea"on 'or "e$e!ting pri&ar, data:/
In ter#! o" 'ri#$r2 d$t$ $ 8ue!tionn$ire 7$! -een u!ed to interiew de!ire
!$#'le unit! t7$t &ie $ccur$te $nd u' to d$t$ in"or#$tion $! well -etter to re!e$rc7
'ro-le#.
Re"ear!) approa!)e": / Pri#$r2 d$t$ c$n -e collected in "ie #$in w$2!K t7rou&7
O-!er$tion6 "ocu! &rou'!6 !ure2!6 -e7$ior$l d$t$6 $nd eG'eri#ent!.
Re"ear!) in"tr&ent":/ M$r%etin& re!e$rc7er! 7$e $ c7oice o" t7ree #$in re!e$rc7
In!tru#ent! in collectin& 'ri#$r2 d$t$K
;e"tionnaire": /
A 8ue!tionn$ire con!i!t! o" 8ue!tion! 're!ented to re!'ondent! "or t7eir $n!wer!.
:ec$u!e o" it! "leGi-ilit26 t7e 8ue!tionn$ire i! -2 "$r t7e #o!t co##on In!tru#ent
u!ed to collect 'ri#$r2 d$t$. ;ue!tion! c$n -e o'enAended or clo!edAEnded.
;a$itati#e &ea"re": /
So#e #$r%eter! 're"er #ore 8u$lit$tie #et7od! "or &$u&in& con!u#er o'inion
-ec$u!e con!u#er $ction! do not $lw$2! #$tc7 t7eir $n!wer! to !ure2 8ue!tion!.
;u$lit$tie re!e$rc7 tec7ni8ue! $re rel$tiel2 un!tructured #e$!ure#ent
$''ro$c7e! t7$t 'er#it $ r$n&e o" 'o!!i-le re!'on!e!6 $nd t7e2 $re $ cre$tie
#e$n! o" $!cert$inin& con!u#er 'erce'tion! t7$t #$2 ot7erA?i!e -e di""icult to
uncoer.
Se!ondar, data:/
Dr. 3YOT4IRMAYI DEGREE 5OLLEGE6 ADONI 1+ DEPT. OF MANAGEMENT
SALES & PROMOTION STRATEGY 54APTERAII
D$t$ 'otenti$ll2 u!e"ul in !olin& $ current 'ro-le# -ut t7$t were collected
"or $ di""erent 'ur'o!e.
Rea"on 'or "e$e!ting "e!ondar, data:/
Second$r2 d$t$ c$n -e &$t7ered 8uic%l2 $nd ineG'en!iel26 co#'$red to
'ri#$r2 d$t$6 it i! cle$r u!e"ul to !tud2 $n$l2Ein& t7e recent deelo'#ent in t7e
teleco# indu!tr2.
Conta!t &et)od":/ Once t7e !$#'lin& 'l$n 7$! -een deter#ined6 t7e #$r%etin&
re!e$rc7er #u!t decide 7ow t7e !u-1ect !7ould -e cont$ctK
Mai$ <e"tionnaire: /
T7e #$il 8ue!tionn$ire i! t7e -e!t w$2 to re$c7 'eo'le w7o would not &ie
'er!on$l interiew! or w7o!e re!'on!e! #i&7t -e -i$!ed or di!torted -2 t7e
interiewer!. M$il 8ue!tionn$ire! re8uire !i#'le $nd cle$rl2 worded 8ue!tion!.
Te$ep)one inter#ie.: /
Tele'7one interiewin& i! t7e -e!t #et7od "or &$t7erin& in"or#$tion 8uic%l2L t7e
interiewer i! $l!o $-le to cl$ri"2 8ue!tion! i" re!'ondent! do not under!t$nd
t7e#. T7e re!'on!e r$te i! t2'ic$ll2 7i&7er t7$n in t7e c$!e o" #$iled
8ue!tionn$ire!.
Per"ona$ inter#ie.: /
Per!on$l interiewin& i! t7e #o!t er!$tile #et7od. T7e interiewer c$n $!%
#ore 8ue!tion! $nd record $ddition$l o-!er$tion! $-out t7e re!'ondent6 !uc7 $!
dre!! $nd -od2 l$n&u$&e. Per!on$l interiewin& t$%e! two "or#!. In $rr$n&ed
interiew!6 re!'ondent! $re cont$cted "or $n $''oint#ent6 $nd o"ten $ !#$ll
'$2#ent or incentie i! o""ered. Interce't interiew! inole !to''in& 'eo'le $t $
!7o''in& #$ll or -u!2 !treet corner $nd re8ue!tin& $n interiew
On$ine inter#ie.": /
T7ere i! incre$!ed u!e o" online #et7od!. T7ere $re !o #$n2 w$2! to u!e t7e Net
to do re!e$rc7. In t7i! #et7od6 re!e$rc7er c$n include $ 8ue!tionn$ire on it! ?e-
!ite $nd o""er $ 'eo'le to $n!wer t7e 8ue!tionn$ire.
Dr. 3YOT4IRMAYI DEGREE 5OLLEGE6 ADONI 1, DEPT. OF MANAGEMENT
SALES & PROMOTION STRATEGY 54APTERAII
=% To de!ide 'ro& o' data !o$$e!tion:/
)or t7i! 'ro1ect !ure2 #et7od w$! !elected w7ic7 w$! c$rried t7rou&7
'er!on interiew. :ec$u!e in"or#$tion "ro# di""erent cu!to#er! w$! re8uired.
>% To organi4e 5 !o$$e!t data:/
Once t7e re!e$rc7er 7$! "or#ul$ted $nd deelo'#ent $ re!e$rc7 de!i&n
includin& 8ue!tionn$ire !econd t7in& 7e 7$! to decide w7et7er 7e 7$! to collect t7e
in"or#$tion. )ro# $ll t7e t$r&eted cu!to#er!. T7ere c$n -e two t2'e! o" !ure2 $re
'o!!i-le.
2%= SAMPLING K
S$#'le Sure2
I)or t7i! 'ro1ect !$#'le Sure2 w$! c7o!enJ
C)ara!teri"ti!" o' t)e "a&p$e "r#e, are:/
Dr. 3YOT4IRMAYI DEGREE 5OLLEGE6 ADONI 1. DEPT. OF MANAGEMENT
SALES & PROMOTION STRATEGY 54APTERAII
It i! c7e$'er t7$n cen!u! !ure2
It re8uire! le!! ti#e
It i! econo#ic$l
More det$il in"or#$tion c$n -e collected
Decidin& t7e !$#'le 'l$n re8uire! "ollowin& deci!ion!
S$#'le unit I?7o i! to -e !ure2edJ
Sa&p$e
S$#'le i! t7e true re're!ent$tion o" t7e 'o'ul$tion -2 !tud2in& o" t7e !$#'le we c$n
'redict t7e -e7$ior o" t7e 'o'ul$tion.
Sa&p$e Si4e: ?2 @in t)i" !a"e1
Met)od o' Sa&p$ing:/
In t7i! 'ro1ect6 t7e !ure2 w$! done wit7in t7e #$r%et t7$t #e$n! 'ro-$-ili!tic
conenience S$#'lin& w$! c$rried out.
To pro!e"" 5 ana$,4e data:/
A"ter t7e d$t$ w$! collected it w$! t$-ul$ted6 $n$l2Eed $nd inter'reted to t7e
conclu!ion re$c7.
2%> SAMPLE TECHNI;UES APPLIED
Bar C)art:/ A c7$rt in w7ic7 t7e len&t7 o" t7e -$r re're!ent! t7e $#ount o" t7e ite#
$!!oci$ted wit7 t7e -$r.
Dr. 3YOT4IRMAYI DEGREE 5OLLEGE6 ADONI 19 DEPT. OF MANAGEMENT
SALES & PROMOTION STRATEGY 54APTERAII
Re"ear!) Met)od:
EG'lor$tor2 Re!e$rc7
IOur re!e$rc7 i! -$!ed on t7e eG'lor$tor2 re!e$rc7.J
E+p$orator, Re"ear!)
IT7e o-1ectie o" t7i! re!e$rc7 i! to &$t7er 'reli#in$r2 in"or#$tion t7$t will 7el' u!
to de"ine t7e 'ro-le# $nd to !u&&e!t $n2 72'ot7e!i!.J
?7ic7 #e$n! "ir!t we 7$e to de"ine t7e 'ro-le# $nd re!e$rc7 o-1ectieP T7en we
7$e to deelo' t7e re!e$rc7 'l$n "or collectin& in"or#$tion. Now $"ter collection d$t$ we
7$e to inter'ret t7o!e d$t$ "or $n2 !u&&e!tion6
2%? . LIMITATIONS
Dr. 3YOT4IRMAYI DEGREE 5OLLEGE6 ADONI 1/ DEPT. OF MANAGEMENT
SALES & PROMOTION STRATEGY 54APTERAII
It w$! $!!u#ed t7$t t7e in"or#$tion &ien -2 t7e re!'ondent! i!
$ut7entic $nd -e!t o" t7eir %nowled&e.
So#e o" t7e iew &ien w$! co#'letel2 iew! -2 cu!to#er! $! t7e2
were in $ 7urr2 $nd were not con!idered in t7e d$t$ $n$l2!i!.
T7e re!ult o" t7e !tud2 i! $''lic$-le to t7e !ure2 $re$ onl2.
Ti#e $nd Mone2 i! $l!o one o" t7e i#'ort$nt li#it$tion!.
Dull 'roce!! $nd unwillin& re!'ondent $l!o $""ect t7e re!ult o" t7e
!tud2.
Dr. 3YOT4IRMAYI DEGREE 5OLLEGE6 ADONI 10 DEPT. OF MANAGEMENT
SALES & PROMOTION STRATEGY 54APTERAIII

54APTERAIII
5OMPANY PRO)ILE
Dr. 3YOT4IRMAYI DEGREE 5OLLEGE6 ADONI 2< DEPT. OF MANAGEMENT
SALES & PROMOTION STRATEGY 54APTERAIII
PROFILE OF THE COMPAN6
HISTOR6
A), Te$e!o& Ind"tr,B
Indi$n Teleco# indu!tr2 i! one o" t7e "$!te!t &rowin& teleco# #$r%et! in t7e world.
In teleco# indu!tr26 !erice 'roider! $re t7e #$in drier!L w7ere$! e8ui'#ent
#$nu"$cturer! $re witne!!in& &rowt7 $nd decline in !ucce!!ie 8u$rter! $! !$le! i!
de'endent on order undert$%en -2 t7e co#'$nie!.
Tod$2 t7e Indi$n teleco##unic$tion! networ% wit7 oer +,2.01 #illionC$! on M$2
<0D !u-!cri-er! i! !econd l$r&e!t networ% in t7e world $"ter 57in$. Indi$ i! $l!o t7e
"$!te!t &rowin& teleco# #$r%et in t7e world wit7 $n $ddition o" 1<A 12 #illion
#ont7l2 !u-!cri-er!. T7e teleAden!it2 o" t7e 5ountr2 7$! incre$!ed "ro# 1/Q in
M$rc7 2<<. to (/.//Q in M$2 2<<06 !7owin& $ !tu'endou! $nnu$l &rowt7 o" $-out
,<Q6 one o" t7e 7i&7e!t in $n2 !ector o" t7e Indi$n Econo#2. T7e De'$rt#ent o"
Teleco##unic$tion! 7$! -een $-le to 'roide !t$te o" t7e $rt worldAcl$!!
in"r$!tructure $t &lo-$ll2 co#'etitie t$ri""! $nd reduce t7e di&it$l diide -2
eGtendin& connectiit2 to t7e unconnected $re$!. Indi$ 7$! e#er&ed $! $ #$1or -$!e
"or t7e teleco# indu!tr2 worldwide.
Recent t7in&! to w$tc7 in Indi$n teleco# !ector $reK
(G !'ectru# $uction!
Mo-ile Nu#-er Port$-ilit2CMNPD I#'le#ent$tion
New Polic2 "or >$lue Added Serice
Due to tec7nolo&ic$l $d$nce#ent $nd incre$!e in tr$""ic.
A-olition o" Acce!! De"icit 57$r&e CAD5D.
Dr. 3YOT4IRMAYI DEGREE 5OLLEGE6 ADONI 21 DEPT. OF MANAGEMENT
SALES & PROMOTION STRATEGY 54APTERAIII
A*ot T)e Mo*i$e Store :
Mr. R$1i A&$rw$l6 5EO $nd Director6 T7e Mo-ile Store Li#ited6 7e$d!
Indi$B! "ir!t countr2wide c7$in o" teleco# ret$il outlet!. FT7e Mo-ile StoreF i! $n
E!!$r Grou' enture6 !et to introduce $ '$nAIndi$n networ% o" ret$il teleco# outlet!.
T7e Mo-ile Store o""er! $ world cl$!! !7o''in& eniron#ent6 wit7 !t$te o" t7e $rt
tec7nolo&2.
T7e Mo-ile Store "or#$t i! $ one "top &o*i$e "o$tion ")op t7$t
'roide!6 #ulti -r$nd 7$nd!et!6 $cce!!orie!6 connection!6 re'$ir!6 >AS etc $ll under
one roo".T7e Mo-ile Store currentl2 7$! #ore t7$n 1<,< outlet! $nd t7e i!ion i! to
7$e $ networ% o" 2,<< !tore! -2 2<1< $cro!! .,< citie!6 t7u! coerin& irtu$ll2
eer2 #$1or town in eer2 !t$te $cro!! Indi$.
T)e Mo*i$e Store outlet! $re in t7ree "or#$t!K L$r&e A 1<<<A1,<< !8u$re
"eet6 Mediu#A /<<A1<<< !8u$re "eet $nd 5ornerA1,<A2<< !8u$re "eet6 wit7 !#$ller
"or#$t! loc$ted 'ri#$ril2 in l$r&e #$ll!.
@e2 t7ru!t $re$! "or t7e ret$il "or#$t $reK 5o#'re7en!ie Product R$n&e6
@nowled&e$-le Store St$"" & Inter$ctie Eniron#ent6 5o#'etitie Price! $nd
4$nd!et Re'$ir!.
T7e Mo-ile Store c$ter! to t7e Indi$n con!u#erB! c7oice o" t7e wide!t $nd
#o!t co#'re7en!ie r$n&e o" #o-ile '7one! wit7 !'eci$l o""er! "ro# $ll t7e %e2
-r$nd! $$il$-le $cro!! t7e &lo-e. T7e Mo-ile Store o""er! co#'lete teleco#
!olution! ri&7t "ro# 7$nd!et 'urc7$!e to t7e c7oice o" !erice o'er$tor $nd
Dr. 3YOT4IRMAYI DEGREE 5OLLEGE6 ADONI 22 DEPT. OF MANAGEMENT
SALES & PROMOTION STRATEGY 54APTERAIII
#i!cell$neou! !erice! li%e #ont7l2 -ill collection! etc.6 t7e !tore! $l!o o""er
connection! C're '$id $nd 'o!t '$idD6 $cce!!orie! $nd >AS includin& t7e l$te!t rin&
tone!6 w$ll'$'er! $nd &$#in& $nd 'ro#'t $"ter !$le! !erice6 $$il$-le not onl2 in
t7e cit2 o" 'urc7$!e -ut in $ll T7e Mo-ile Store outlet! $cro!! t7e countr2.

T7e Mo-ile Store 7$! undert$%en $n eGten!ie tr$inin& 'ro&r$# to e8ui' $ll it!
e#'lo2ee! wit7 inAde't7 %nowled&e o" t7e 'roduct! $nd -r$nd! $$il$-le $t t7e !tore6
t7ere-2 $llowin& t7e# to 'roide t7e ri&7t %ind o" &uid$nce to t7e cu!to#er.
T7e Mo-ile Store 7$! c$te&oriEed it! #o-ile deice o""erin&! into
con!u#er !e&#ent! %ee'in& in #ind t7e 'ro"ile! $nd need! o" di""erent con!u#er!.
T7e uni8ue !e&#ent! $$il$-le in T7e Mo-ile Store T7e Mo-ile Store $reK B"ine"" A
PDA & S#$rt '7one!6 E#$il!6 d$t$ tr$n!"er etc.6 Li'e"t,$e A )$!7ion '7one!6 Loo%
$nd ele&$nce6 Fn A Multi#edi$ & #u!ic6 c$#er$6 &$#e!6 w$c%2 rin& tone! $nd
w$ll'$'er!6 8a$e 'or Mone, A S'eci$l o""er!6 di!count! $nd -ud&et '7one!.
All #$1or 7$nd!et -r$nd! li%e No%i$6 Son2 Eric!!on6 LG6 S$#!un&6
Motorol$6 )l26 S$&e#6 4P6 I M$te6 Do'od6 4T5 $nd :l$c%-err2 $re $$il$-le $t t7e
!tore. T7e Mo-ile Store 7$! $l!o tied u' wit7 $ll le$din& o'er$tor! includin& Airtel6
>od$"one6 :PL6 Ide$6 MTNLH:SNL $nd Reli$nce6 T$t$ Indico#.
All #$1or 7$nd!et -r$nd! li%e No%i$6 Son2 Eric!!on6 LG6 S$#!un&6
Motorol$6 )l26 S$&e#6 4P6 I #$te6 Do'od6 4T5 $nd :l$c%-err2 $re $$il$-le $t t7e
Dr. 3YOT4IRMAYI DEGREE 5OLLEGE6 ADONI 2( DEPT. OF MANAGEMENT
SALES & PROMOTION STRATEGY 54APTERAIII
!tore. T7e Mo-ile Store 7$! $l!o tied u' wit7 $ll le$din& o'er$tor! includin& Airtel6
>od$"one6 :PL6 Ide$6 MTNLH:SNL $nd Reli$nce6 T$t$Indico#.
INTRODUCTION/AH6 8IRGIN MOBILEB
In Indi$n #o-ile #$r%et6 >ir&in #o-ile i! $ uni8ue 'l$2er -$!ed on
it! -u!ine!! #odel $nd !tr$te&2. It i! t7e onl2 !erice 'roider w7ic7 doe! not 7old
$n2 -$ndwidt7 $nd #o-ile !etu' in"r$!tructure -ut u!e! T$t$ Tele!erice! !'ectru#
$nd i! 'enetr$tin& #$r%et tot$ll2 on it! -r$ndin& $nd #$r%etin& !tr$te&2. 5re$tin& $
nic7e -r$nd $nd 'ro#otin& it to !'eci"ic cu!to#er !e&#ent wit7 'ro'er #$r%etin&
7$! -een t7e %e2 !ucce!! "$ctor "or ir&in #o-ile $cro!! t7e &lo-e. So6 "ro#
#$r%etin& $nd cu!to#er under!t$ndin& 'oint o" iew6 t7i! i! $ er2 uni8ue co#'$n2
to !tud2.
COMPAN6 DE8ELOPMENTS:
>ir&in 7$! 'ro#oted it!el" $! t7e -r$nd "or 2oun& Indi$6 %ee'in& t7e
Indi$n 2out7 $! it! t$r&et cu!to#er !e&#ent. T7e ide$ -e7ind t$r&etin& t7i! !e&#ent
Dr. 3YOT4IRMAYI DEGREE 5OLLEGE6 ADONI 2+ DEPT. OF MANAGEMENT
SALES & PROMOTION STRATEGY 54APTERAIII
c$n -e "ound in7erited in ir&in*! -u!ine!! #odel. T7e di""erent #$r%etin&
'er!'ectie! $re eG'l$ined in "i& 1.
T7e !$lient "e$ture! o" >ir&in*! -u!ine!! #odel "ro# cu!to#er 'er!'ectie $reK
1D ?it7 inten!ie co#'etition $nd reducin& oice t$ri""!6 t7e 'ro"it #$r&in! "or
oice !erice $re decre$!in& d$2 -2 d$2. So6 t7e "uture 'ro"it !tr$te&2 i!
#$Gi#iEin& 'ro"it #$r&in! t7rou&7 d$t$ !erice! $nd it i! 2out7 !e&#ent
w7ic7 'roide! #$Gi#u# d$t$ !erice reenue!.
2D )uture 'ro1ection o" incre$!in& 2oun& $nd wor%in& 'o'ul$tion o" Indi$ $! .,Q
o" oer$ll 'o'ul$tion -2 2<2<.
(D Incre$!ed u!e o" d$t$ !erice! in "uture due to tec7nolo&ic$l $d$nce#ent!.
Dr. 3YOT4IRMAYI DEGREE 5OLLEGE6 ADONI 2, DEPT. OF MANAGEMENT
VIRGIN MOBILE
BRAND
NETWORK
Tata
Teleservie
s

:lued$rt
DISTRIBUTION CHANNEL
O!li!e
selli!"
#etail
Aess
$a%s&
!"
SALES & PROMOTION STRATEGY 54APTERAIII
Fig 0: Creating 8irgin *rand t)rog) #ario" &arket !)anne$"
COMPAN6 ACHI8EMENTS
COMMUNICATING THE 8IRGIN BRAND :
>ir&in #o-ile 7$! co##unic$ted it!el" $! t7e 2out7 oriented -r$nd o" Indi$ t7rou&7
$riou! co##unic$tion c7$nnel!. T7e2 $reK
$D IT7in% 4$t %eJ $derti!e#ent c$#'$i&n t$r&etin& 2out7
-D Red $nd i-r$nt we-!ite loo% wit7 2out7 "ocu!ed l$n&u$&e C)i& 2D
cD T$ilor #$de 'l$n! "or 2oun& !e&#ent
dD Gettin& '$id "or inco#in& c$ll!K $ !ource o" rec7$r&e o'tion "or 2out7
Dr. 3YOT4IRMAYI DEGREE 5OLLEGE6 ADONI 2. DEPT. OF MANAGEMENT
PRODUCT
DESIGN
Pai'
i!(%i!
" alls
50
)aisa
$TD
*+,TE
$

*al&e
a''e'
servi
es
COMMUNICATING VALUE
PROPOSITION
Yout7 centric
$derti!e#en
t!
,(&!" &
*i-ra!t
.e-site
SALES & PROMOTION STRATEGY 54APTERAIII
Fig 2% 8irgin Mo*i$e .e*"ite depi!ting ,ot) '$a#or
TARGET MARCET K
T7e >ir&in Mo-ile :r$nd6 t$r&et! Indi$n 2out7 $&ed -etween 1+ $nd 2,
2e$r!. T7ere $re 21, #illion 'eo'le in t7i! $&e &rou'. Out o" t7i!6 9< #illion own $
#o-ile '7one $nd t7i! !e&#ent i! eG'ected to $dd $not7er ,< #illion new !u-!cri-er!
in t7e neGt t7ree 2e$r!. T7ou&7 2oun& !u-!cri-er! con!titute onl2 (< 'ercent o" t7e
tot$l #o-ile !u-!cri-er!6 t7e2 contri-ute #ore t7$n ,< 'ercent o" t7e reenue! o"
teleco# indu!tr2. :2 2<1< t7i! &rou' i! eG'ected to contri-ute .<A9< 'ercent o" tot$l
reenue!.
T7e di!tinct #o-ile '7one u!$&e 7$-it! o" t7e 2oun& u!er! 'roide $ 7u&e
$d$nt$&e to >ir&in Mo-ile. T7e2 #$%e #ore $nd lon&er outA-ound oice c$ll!6
w7ic7 #e$n! 7u&e -illin& 'otenti$l "or !erice 'roider!. T7e u!$&e o" SMS6 d$t$
Dr. 3YOT4IRMAYI DEGREE 5OLLEGE6 ADONI 29 DEPT. OF MANAGEMENT
SALES & PROMOTION STRATEGY 54APTERAIII
!erice! in t7e "or# o" #o-ile internet6 #o-ile !7o''in& $nd ot7er $lue $dded
!erice! li%e rin& tone!6 c$ller tune!6 w$ll'$'er!6 etc $re er2 7i&7 in t7i! &rou'
w7ic7 $&$in 'roide! $ 7u&e o''ortunit2 to -e t$''ed. Moreoer 2oun& u!er! 7$e $
!7ort 7$nd!et u' &r$d$tion c2cleAunder 12 #ont7! $! co#'$red to two 2e$r! "or
'eo'le $-oe 2, 2e$r! o" $&e.
CUSTOMER AC;UISITION AND RETENTION STRATEGIES:
T7e co#'$n2 %now! t7$t t7e2 $re tr2in& to 'o!ition t7e#!ele! into $
er2 e!t$-li!7ed $nd co#'etitie #$r%et. T7e2 under!t$nd t7e "$ct t7$t t7e2 c$nnot
!t$rt #$%in& 'ro"it "ro# d$2 one neit7er t7e2 7$e 'l$n! "or itL t7e2 $ntici'$te to
$c7iee $ !u-!cri-er -$!e o" , #illion in neGt t7ree 2e$r! $nd will #$%e 'ro"it
$"terw$rd! t7e2 will -e $-le to -re$% een in t7ree 2e$r or !o.
Accordin& to t7e '$tron6 Sir Ric7$rd I?e w$nt to delier $ #ore t$ilored $nd
rele$nt o""erin& "or $ !in&le !e&#entJ. 5o#'$n2 t$r&et! onl2 1<Q o" t7e $-oe
#entioned !e&#ent $nd 7$e 'l$n! to $c8uire $nd ret$in t7e# -2 $riou! inno$tie
'ro'o!ition!6 !o#e o" t7e# $reA
01 Pro#iding "er#i!e" .)i!) .ere not o''ered "o 'ar
$D Get '$id "or inco#in& c$ll!.
-D ,< '$i!$ "or $ll c$ll! $cro!! t7e countr2.
cD A -r$nd trul2 #e$nt "or t7e 2oun& Indi$ w7ic7 i! re"lected $t e$c7 & eer2 touc7
'oint.
dD EGten!ie d$t$ !erice o""er! in t7e "or# o" -2te!.
eD EGcellent $lue $dded 'l$n!.
"D Go online "$cilit2 "or en8uir26 'urc7$!in& '7one6 rec7$r&in& $nd eer2t7in&.
&D One touc7 >AS $cce!! "ro# eer2 ir&in #o-ile.
21 Pro#iding "er#i!e" .)i!) ot)er" are not pro#iding &eti!$o"$,
$D E$!2 to c7$n&e t7e 7$nd!et "ro# $ wide r$n&e o" 7$nd!et 'roidin& $t er2
re$!on$-le 'rice!.
Dr. 3YOT4IRMAYI DEGREE 5OLLEGE6 ADONI 2/ DEPT. OF MANAGEMENT
SALES & PROMOTION STRATEGY 54APTERAIII
-D :orin& cu!to#er c$re !erice! tellin& 2ou $re in 8ueue.
cD One cu!to#er c$re o""icer dedic$ted "or $ll 8uerie! o" one cu!to#er le$din& to
Tr$n!'$renc2.
dD No 1$##ed or -$d networ% coer$&e.
eD T$ilor #$de cu!to#iEed 'l$n! wit7out $n2 7idden c7$r&e!.
"D No #ont7l2 -ill!.
5OMPANY PRESENT POSTION
8ALUE CREATION THROUGH PRODUCT DESIGN:
>$riou! !te'! t7$t >ir&in i! t$%in& to $dd $lue to t7e cu!to#er $re on 'rice6 8u$lit26
tec7nolo&2 $nd !oci$l "ront. 5o#'$n2 i! 'roidin& t7e -e!t 'rice! in w7ic7eer 'l$n
2ou &o6 8u$lit2 o" !i&n$l! i! not onl2 co#'$r$-le -ut -etter t7$n #o!t o" t7e !erice
'roider!6 on tec7nolo&2 "ront it i! t7e "ir!t in Indi$ to &o "or oneAtouc7 >AS $cce!!
"ro# eer2 >ir&in Mo-ile.
MARCETING MID:
T7e #$r%etin& #iG i! t7e co#-in$tion o" #$r%etin& $ctiitie! t7$t $n or&$ni!$tion in
!o $! to -e!t #eet t7e need! o" it! t$r&eted #$r%et.
Dr. 3YOT4IRMAYI DEGREE 5OLLEGE6 ADONI 20 DEPT. OF MANAGEMENT
SALES & PROMOTION STRATEGY 54APTERAIII
Product: >ir&in Mo-ile o""er! !iG R=IM en$-led 7$nd!et! wit7 colour !creen6 )M
r$dio $nd include one touc7 $cce!! "or > -2te!A>ir&in Mo-ile*! >AS 'ort$l.
Price: T7e 7$nd!et! $re 'riced in t7e r$n&e o" R!2<<<A,<<<.T7e c$ll t$ri"" i! er2
no#in$l w7ic7 i! ,<' 'er c$ll -ot7 loc$l $nd STD !u-1ect to ter#! $nd condition!.
Place: T7e "ocu! o" >ir&in Mo-ile on cu!to#er $c8ui!ition 7$! !o "$r -een in t7e to'
.< citie! o" Indi$ $nd i! !et to eGtend to #ore citie!. T7e 'roduct i! $$il$-le $cro!! $
7o!t o" #odern ret$il outlet! T7e Mo-ile Store6 R$#eel electronic! in ADONI.
Promotion: >ir&in Mo-ile entered t7e Indi$n #$r%et in &r$nd !t2le. T7e co#'$n2
!ur'ri!ed t7e re$der! o" $ le$din& Indi$n d$il2 w7en $ll t7e 7e$dline! on t7e "ront
'$&e were in t7e colour red. >ir&in Mo-ile 7$! u!ed $ er2 i-r$nt colour to rel$te
it!el" wit7 t7e t$r&eted #$r%et. A'$rt "ro# tr$dition$l #edi$6 internet $nd outdoor
2out7 centric $derti!in& 7$! -een u!ed wi!el2 to $ttr$ct t7e t$r&eted $udience.
DISTRIBUTION CHANNEL
>ir&in #o-ile #$%e! it! 'roduct! $$il$-le to t7e cu!to#er -2 -ot7 ret$il
!tore! $nd online di!tri-ution.
Se$e!ti#e Di"tri*tion:
>ir&in #o-ile 7$! !elected !o#e ret$il outlet! to di!tri-ute it! 'roduct!. It
doe! not "ollow t7e !tr$te&2 o" inten!ie $nd eGclu!ie di!tri-ution. T7e !tr$te&2 o"
!electie di!tri-ution 7el'! t7e co#'$n2 &$in o'ti#u# #$r%et coer$&e $nd #ore
control -ut $t $ le!!er co!t t7$n inten!ie di!tri-ution.
>ir&in Mo-ile l$unc7ed $ new #o-ile 7$nd!et -illin& on 9 3ul2 2<</. >
:illin& i! $$il$-le $cro!! 1,6<<< outlet! n$tion$ll2 $nd oer 1<<< #odern ret$il
Dr. 3YOT4IRMAYI DEGREE 5OLLEGE6 ADONI (< DEPT. OF MANAGEMENT
SALES & PROMOTION STRATEGY 54APTERAIII
outlet! includin& T7e Mo-ile Store6 =niercell6 57ro#$6 5oner&e#6 :i& 56 >i!7$l
Me&$ M$rt6 >i1$2 S$le! $nd S$n&eet7$ to n$#e $ "ew. A'$rt "ro# t7i!6 t7e 7$nd!et
will $l!o -e $$il$-le in (+ %io!%! in 7i&7 tr$""ic #$ll! $cro!! t7e countr2.
On$ine Di"tri*tion:
>ir&in Mo-ile Indi$ 7$! $nnounced t7$t cu!to#er! c$n now -u2 >ir&in
Mo-ile -r$nded 'roduct! $nd !erice! online. T7e2 1u!t need to !elect t7e 7$nd!et6
'l$n $nd nu#-er o" t7eir c7oice -2 "illin& $n online "or#. Po!t t7e '$2#ent
tr$n!$ction6 7$nd!et! will -e deliered to t7e cu!to#er wit7in 2+ A +/ 7our! $nd t7e
re8ui!ite docu#ent! "or 'roo" o" identit2 will -e collected in 'er!on. 5u!to#er!
t$%in& $d$nt$&e o" online !7o''in& will $l!o -e o""ered $ddition$l t$l% ti#e6 eGtr$
#e!!$&e! $! well $! ot7er "ree-ie!.
Di"inter&ediation and re/aggregation: T7e di""erent "e$ture! o" t7e online
di!tri-ution $re !t$ted $! "ollow!K
Inter#edi$r2 -eco#e! redund$nt $! cu!to#er -u2! directl2 "ro# t7e "ir#
u!in& we- tec7nolo&2.
5u!to#iE$tion -eco#e! e$!ier $nd "e$!i-le w7ic7 $dd! to t7e cu!to#er $lue.
ReA$&&re&$tion occur! in t7e !en!e t7$t co#'$nie! tod$2 encour$&e cu!to#er!
to lod&e t7eir co#'l$int! or !end t7eir 8uerie! on t7e net. T7e!e $re t7en
routed to $not7er !ite w7ere t7e2 $re de$lt wit7 i##edi$tel2 in $ !e$#le!!
#$nner. So it 7el'! in i#'roin& t7e
oer$ll e""icienc2 o" t7e c7$nnel.
)or t7e delier2 o" t7e ordered 'roduct! >ir&in Mo-ile 7$! tied u' wit7 :lue D$rt.
COMPETITION:
>ir&in Mo-ile 7$! entered into $ er2 co#'etitie indu!tr2 w7ere Airtel6
>od$"one $nd Reli$nce $re t7e do#in$nt 'l$2er!. >ir&in Mo-ile "$ce! !ti""
co#'etition "ro# Reli$nce 5DMA '7one!. >ir&in Mo-ile 7$e t$%en $ S7$t%e* route
$nd l$unc7ed t7e -r$nd in t7e 2out7 !e&#ent. T7e tie u' wit7 T$t$ Tele!erice!
en$-le! it to "i&7t co#'etition $! t7e networ% 8u$lit2 o" T$t$ Tele!erice! w$! r$n%ed
Dr. 3YOT4IRMAYI DEGREE 5OLLEGE6 ADONI (1 DEPT. OF MANAGEMENT
SALES & PROMOTION STRATEGY 54APTERAIII
"ir!t -2 DOT. T7e co#'$n2 i! !'endin& 7u&e c7un%! o" #one2 to 'ro#ote t7eir >AS
!erice! $nd it would -e intere!tin& to w$tc7 out w7$t >ir&in Mo-ile 'l$n! to o""er.
Dr. 3YOT4IRMAYI DEGREE 5OLLEGE6 ADONI (2 DEPT. OF MANAGEMENT
SALES & PROMOTION STRATEGY 54APTERAI>&>
CHAPTER/I858
DATA ANAL6SIS
5
INTERPRETATION
Dr. 3YOT4IRMAYI DEGREE 5OLLEGE6 ADONI (( DEPT. OF MANAGEMENT
SALES & PROMOTION STRATEGY 54APTERAI>&>
;01 Ho. $ong ,o are "ing 8IRGIN Ser#i!e"B
Prpo"e:
T7e 'ur'o!e -e7ind t7i! 8ue!tion i! to %now $-out t7e u!$&e ti#e o" >ir&in cu!to#er!
i.e. !ince 7ow lon& t7e2 $re u!in& >IRGIN !erice!.
Ta*$e/0
Grap)/0
Interpretation:
Dr. 3YOT4IRMAYI DEGREE 5OLLEGE6 ADONI (+ DEPT. OF MANAGEMENT
TIME PERIOD FRE;UENC6 PERCENTAGE
Le!! t7$n 1 #ont7 <2 (Q
. #ont7! 2< (2Q
.A12 #ont7! 1. 2,Q
More t7$n 1 2e$r 2+ +<Q
TOTAL ?2 0EEF
SALES & PROMOTION STRATEGY 54APTERAI>&>
M$1or Re!'ondent! u!in& >ir&in $re old cu!to#er!. +<Q o" t7e re!'ondent! u!e
>ir&in !erice! "ro# '$!t #ore t7$n 1 2e$r $nd (2Q $re .#ont7! $nd 2,Q $re .A12 #ont7!
$nd w7ile t7e lowe!t i! (Q re!'ondent! u!in& >ir&in !erice! le!! t7$n 1 #ont7.
;21 Fro& .)i!) "or!e ,o !a&e to kno. a*ot 8irginP
Pur'o!eK
T7e 'ur'o!e -e7ind t7i! 8ue!tion i! to %now "ro# w7ic7 !ource t7e re!'ondent! c$#e to
%now $-out >ir&in.
Ta*$e/2
PARTICULARS FRE;UENC6 PERCENTAGE
Aderti!e#ent! 12 10Q
4o$rdin&! 21 (+Q
New! P$'er! 19 29Q
Mout7 Pu-licit2 12 2<Q
TOTAL .2 1<<Q
Dr. 3YOT4IRMAYI DEGREE 5OLLEGE6 ADONI (, DEPT. OF MANAGEMENT
SALES & PROMOTION STRATEGY 54APTERAI>&>
Grap)/2
InterpretationK
10Q o" t7e re!'ondent! $re $w$re $-out >ir&in t7rou&7 Aderti!e#ent!6 (+Q$re
$w$re -ec$u!e o" 4o$rdin&! w7ile 29Q $nd 2<Q o" t7e re!'ondent! $re $w$re -ec$u!e o"
New!'$'er! $nd Mout7 Pu-licit2 re!'ectiel2.
;:1 .)at i" t)e &ain rea"on to pr!)a"e #irgin &o*i$eB
Prpo"e:
T7e 'ur'o!e -e7ind t7i! 8ue!tion i! to %now "ro# w7ic7 re$!on t7e re!'ondent! c$#e to 'urc7$!e
ir&in #o-ile
Ta*$e/:
PARTICULARS FRE;UENC6 PERCENTAGE
5DMA tec7nolo&2 2< ((Q
Li#ited 7$nd!et 'rice! (+ ,(Q
Price + 9Q
Dr. 3YOT4IRMAYI DEGREE 5OLLEGE6 ADONI (. DEPT. OF MANAGEMENT
SALES & PROMOTION STRATEGY 54APTERAI>&>
Switc7in& "ro# eGi!tin&
7$nd!et!
+ 9Q
Ot7er! < <Q

Grap)/:

InterpretationK
((Q o" t7e re!'ondent! t7e #$in re$!on to 'urc7$!e ir&in #o-ile t7rou&7
5DMA Tec7nolo&26 ,(Q $re li#ited 7$nd!et 'rice! $nd 9Q o" t7e re!'ondent! $re 'urc7$!e
-ec$u!e o" 'rice $nd !witc7in& "ro# 7$nd!et!.
;=1Ho. ,o "ati"', .it) t)i" #irgin &o*i$eB
Prpo"e:
T7e 'ur'o!e -e7ind t7i! 8ue!tion i! to %now !$ti!"$ction wit7 ir&in #o-ile.
PARTICULARS FRE;UENC6 PERCENTAGE
O""er! 12 10Q
P7one #odel! 21 (+Q
)e$ture! 19 29Q
Ot7er! 12 2<Q
TOTAL .2 1<<Q
Dr. 3YOT4IRMAYI DEGREE 5OLLEGE6 ADONI (9 DEPT. OF MANAGEMENT
SALES & PROMOTION STRATEGY 54APTERAI>&>
Ta*$e/=
Grap)/=
Interpretation:
>ir&in #$%e! t7e 7u&e no o" !$ti!"ied cu!to#er! -2 it! !erice!. It i! 7el'"ul to
incre$!e t7e cu!to#er rel$tion!7i' $nd $l!o "or t7e !$le! o" t7e co#'$n2.
;>1 Ho. i" t)e Net.ork <a$it,B
Prpo"e: T7e 'ur'o!e -e7ind t7i! 8ue!tion i! to %now networ% 8u$lit2 o" ir&in #o-ile.
Ta*$e/>


Dr. 3YOT4IRMAYI DEGREE 5OLLEGE6 ADONI (/ DEPT. OF MANAGEMENT
PERTICULARS FRE;UENC6 PERCENTAGE
EGcellent 11 19Q
>er2 Good 22 (.Q
Good 1. 2.Q
Poor 1( 21Q
Tota$ ?2 0EEF
SALES & PROMOTION STRATEGY 54APTERAI>&>
Grap)/>

Interpretation:
>ir&in #o-ile 7$! &ood networ% 8u$lit2L -2 t7e $n$l2!i! it i! "ound t7$t t7ere i! l$r&e
no. o" cu!to#er! t7o!e $re 7i&7l2 !$ti!"ied wit7 t7e networ% 8u$lit2 o" ir&in #o-ile.
;?1 )o. i" t)e <a$it, o' "er#i!e *, !"to&er !areB
Prpo"e: T7e 'ur'o!e -e7ind t7i! 8ue!tion i! to %now 8u$lit2 o" !erice -2 cu!to#er c$re.
Ta*$e/?


Dr. 3YOT4IRMAYI DEGREE 5OLLEGE6 ADONI (0 DEPT. OF MANAGEMENT
PERTICULARS FRE;UENC6 PERCENTAGE
EGcellent 12 10Q
>er2 Good 21 (+Q
Good 1. 29Q
Poor 1( 2<Q
Tota$ ?2 0EEF
SALES & PROMOTION STRATEGY 54APTERAI>&>
Grap)/?
Interpretation:
>ir&in Mo-ile 7$! &ood 8u$lit2 o" cu!to#er c$re Serice!6 w7ere cu!to#er &et! t7e
8uic% re!'on!e o" 7i! 8uerie!L it #$%e! t7e &ood rel$tion!7i' -etween t7e co#'$n2
$nd cu!to#er.
;G1Do ,o "ati"', .it) 'riend" and 'a&i$, "er#i!e"B
Prpo"e:
T7e #$in 'ur'o!e -e7ind t7i! 8ue!tion i! to %now $-out t7e $w$rene!! o" re!'ondent!
re&$rdin& )riend! $nd )$#il2 Serice!.
Ta*
$e/G
Dr. 3YOT4IRMAYI DEGREE 5OLLEGE6 ADONI +< DEPT. OF MANAGEMENT
PERTICULARS FRE;UENC6 PERCENTAGE
4i&7l2 Di!!$ti!"ied 1. 2.Q
Di!!$ti!"ied 1, 2,Q
4i&7l2 S$ti!"ied 11 19Q
S$ti!"ied 2< (1Q
TOTAL ?2 0EEF
SALES & PROMOTION STRATEGY 54APTERAI>&>

Grap)/G
Interpretation:
(1Qo"t7ere!'ondent! $re !$ti!"ied wit7 "riend! $nd "$#il2 '$c%619Q $re 7i&7l2 !$ti!"ied62,Q $re
di!!$ti!"ied62.Q $re 7i&7l2 Di!!$ti!"ied wit7 "riend! $nd "$#il2 '$c%.
;H1 .)i!) "er#i!e" are &ore )e$p'$ to ,o .)i$e "ing 8irgin "er#i!e"B
Prpo"e K
T7e 'ur'o!e -e7ind t7i! 8ue!tion i! to %now w7ic7 !erice! $re #ore 7el'"ul to t7e re!'ondent w7ile
u!in& >ir&in #o-ile.
Ta*$e/H
Dr. 3YOT4IRMAYI DEGREE 5OLLEGE6 ADONI +1 DEPT. OF MANAGEMENT
PARTICUALARS FRE;UENC6 PERCENTAGE
5ALL RATES 1. 2.Q
SMS RATES 1, 2,Q
NET ?OR@ 11 19Q
>AL=E ADDED SER>I5ES 2< (1Q
TOTAL ?2 0EEF
SALES & PROMOTION STRATEGY 54APTERAI>&>

Grap)/H

Interpretation:
(1Qo" t7e re!'ondent! $re !$ti!"ied wit7 $lue $dded !erice! '$c%6 19Q $re networ%6 2,Q
$re !#! r$te!6 $nd 2.Q $re c$ll r$te!.
;I1 did ,o $ike t)e e+tra o''er" $ike >E pai"a STD p$an et!JB
Prpo"e:
Are 2ou li%e ir&in*! ,< '$i!$ STD Pl$n $nd ot7er 'l$n!
Ta*$e/I
PARTICULARS FRE;UENC6 PERCENTAGE
Ye! +2 ./Q
No 2< (2Q
TOTAL ?2 0EEF
Grap)/I
Dr. 3YOT4IRMAYI DEGREE 5OLLEGE6 ADONI +2 DEPT. OF MANAGEMENT
SALES & PROMOTION STRATEGY 54APTERAI>&>
Interpretation:
T7ere i! #$Gi#u# $w$rene!! o" ir&in #o-ile ,< '$i!$ STD 'l$n $nd ot7er o""er!
;0E1 Are ,o a.are o' prepaid in!o&ing !a$$" 'a!i$it, *, #irgin &o*i$eB
Prpo"e:
T7e 'ur'o!e -e7ind t7i! 8ue!tion i! to %now 're'$id inco#in& c$ll! "$cilit2 -2 ir&in #o-ile.
Ta*$e/0E
PARTICULARS FRE;UENC6 PERCENTAGE
Ye! ,, //Q
No 9 12Q
TOTAL ?2 0EEF
Grap)/0E
Dr. 3YOT4IRMAYI DEGREE 5OLLEGE6 ADONI +( DEPT. OF MANAGEMENT
SALES & PROMOTION STRATEGY 54APTERAI>&>
Interpretation:
T7ere i! 7i&7l2 $w$rene!! o" ir&in #o-ile '$id inco#in& c$ll 'l$n.
;001 .)i!) i" t)e &o"t 'a#ora*$e 'a!tor .)i$e "ing &o*i$e "er#i!eB
Prpo"e: T7e 'ur'o!e -e7ind t7i! 8ue!tion i! to %now #o!t "$or$-le "$ctor w7ile u!in& #o-ile
!erice
Ta*$e/00
PARTICULARS FRE;UENC6 PERCENTAGE
Price 2. +2Q
Mo-ile 7$nd!et co#'$ti-ilit2 2< ((Q
Mo-ile Serice o" "riend! $nd
rel$tie!
9 12Q
)ree eGtr$ !erice! li%e
internet6 down
+ .Q
Ot7er! , 9Q
TOTAL ?2 0EEF
Grap)/00
Dr. 3YOT4IRMAYI DEGREE 5OLLEGE6 ADONI ++ DEPT. OF MANAGEMENT
SALES & PROMOTION STRATEGY 54APTERAI>&>
Interpretation:42/ (0 t1e res)(!'e!ts t1e %ai! 0av(ra-le (0 )rie233/ (0
%(-ile 1a!'set (%)a-ilit3212/ (0 %(-ile servie (0 0rie!'s a!'
relatives26/ a!' 7/ are 0ree e4tra servies li5e i!ter!et a!' (t1ers.
;021 .)i!) i" t)e &o"t e''e!ti#e *rand in &o*i$e "er#i!eB
Prpo"e:
T7e 'ur'o!e -e7ind t7i! 8ue!tion i! to %now #o!t e""ectie -r$nd in #o-ile !erice
Ta*$e/02
PARTICULARS FRE;UENC6 PERCENTAGE
>ir&in 12 21Q
Reli$nce 1, 2+Q
T$t$ Indico# , 9Q
Aitel 1, 2+Q
>od$"one 1, 2+Q
TOTAL ?2 0EEF

Grap)/02
Dr. 3YOT4IRMAYI DEGREE 5OLLEGE6 ADONI +, DEPT. OF MANAGEMENT
SALES & PROMOTION STRATEGY 54APTERAI>&>
Interpretation:
:2 t7e $n$l2!i! it i! "ounded t7$t ir&in i! #o!t e""ectie -r$nd.
;0:1 I' ,o not a #irgin !"to&er- .i$$ ,o $ike to ".it!) to #irginB
Prpo"e:
T7e 'ur'o!e -e7ind t7i! 8ue!tion i! to %now 2ou not $ ir&in cu!to#er6 will 2ou li%e to !witc7 to
ir&in
Ta*$e/0:
PARTICULARS FRE;UENC6 PERCENTAGE
Ye! 0 1+Q
No 2< (2Q
5$n*t S$2 (( ,+Q
TOTAL ?2 0EEF

Grap)/0:
Dr. 3YOT4IRMAYI DEGREE 5OLLEGE6 ADONI +. DEPT. OF MANAGEMENT
SALES & PROMOTION STRATEGY 54APTERAI>&>

Interpretation:
T7ere i! low cu!to#er re!'on!e "or !witc7 to ir&in #o-ile -ec$u!e o" t7e 5DMA cul'$-ilit2.
;0=1 .o$d ,o $ike to re!o&&end #irgin &o*i$e "er#i!e" to ot)er"B
Prpo"e:
T7e 'ur'o!e o" t7i! 8ue!tion i! to %now t7e reco##end$tion! o" t7e re!'ondent!
tow$rd! >ir&in6 w7et7er t7e2 would li%e to reco##end t7e >ir&in !erice! to ot7er! or not.
Ta*$e/0=

Dr. 3YOT4IRMAYI DEGREE 5OLLEGE6 ADONI +9 DEPT. OF MANAGEMENT
PARTICULAR FRE;UENC6 PERCENTAGE
YES ,9 0(Q
NO , 9Q
TOTAL ?2 0EEF
SALES & PROMOTION STRATEGY 54APTERAI>&>
Grap)/0=
Interpretation:
0(Q o" t7e >ir&in cu!to#er! would li%e to reco##end >ir&in !erice! to ot7er! w7ile 9Q o" t7e
>ir&in 5u!to#er! won*t reco##end to ot7er!.
Dr. 3YOT4IRMAYI DEGREE 5OLLEGE6 ADONI +/ DEPT. OF MANAGEMENT
SALES & PROMOTION STRATEGY 54APTERA>I
CHAPTER/8I
SUMMAR6-FINDINGS
5
SUGGESTIONS

Dr. 3YOT4IRMAYI DEGREE 5OLLEGE6 ADONI +0 DEPT. OF MANAGEMENT
SALES & PROMOTION STRATEGY 54APTERA>I
SUMMAR6
1D M$1or Re!'ondent! u!in& >ir&in $re old cu!to#er!. +<Q o" t7e re!'ondent! u!e >ir&in
!erice! "ro# '$!t #ore t7$n 1 2e$r $nd (2Q $re .#ont7! $nd 2,Q $re .A12 #ont7! $nd
w7ile t7e lowe!t i! (Q re!'ondent! u!in& >ir&in !erice! le!! t7$n 1 #ont7.
2D 10Q o" t7e re!'ondent! $re $w$re $-out >ir&in t7rou&7 Aderti!e#ent!6 (+Q$re $w$re
-ec$u!e o" 4o$rdin&! w7ile 29Q $nd 2<Q o" t7e re!'ondent! $re $w$re -ec$u!e o"
New!'$'er! $nd Mout7 Pu-licit2 re!'ectiel2.
(D ((Q o" t7e re!'ondent! t7e #$in re$!on to 'urc7$!e ir&in #o-ile t7rou&7 5DMA
Tec7nolo&26 ,(Q $re li#ited 7$nd!et 'rice! $nd 9Q o" t7e re!'ondent! $re 'urc7$!e -ec$u!e
o" 'rice $nd !witc7in& "ro# 7$nd!et!.
+D >ir&in #$%e! t7e 7u&e no o" !$ti!"ied cu!to#er! -2 it! !erice!. It i! 7el'"ul to
incre$!e t7e cu!to#er rel$tion!7i' $nd $l!o "or t7e !$le! o" t7e co#'$n2.
,D (1Q o" t7e re!'ondent! $re !$ti!"ied wit7 "riend! $nd "$#il2 '$c%619Q $re 7i&7l2 !$ti!"ied6
2,Q $re di!!$ti!"ied6 2.Q $re 7i&7l2 Di!!$ti!"ied wit7 "riend! $nd "$#il2 '$c%.
.D (1Q o" t7e re!'ondent! $re !$ti!"ied wit7 $lue $dded !erice! '$c%6 19Q $re networ%6 2,Q
$re !#! r$te!6 $nd 2.Q $re c$ll r$te!.
9D +2Q o" t7e re!'ondent! t7e #$in "$or$-le o" 'rice6((Q o" #o-ile 7$nd!et
co#'$-ilit2612Q o" #o-ile !erice o" "riend! $nd rel$tie!6.Q $nd 9Q $re "ree eGtr$
!erice! li%e internet $nd ot7er!
/D 0(Q o" t7e >ir&in cu!to#er! would li%e to reco##end >ir&in !erice! to ot7er! w7ile 9Q o"
t7e >ir&in 5u!to#er! won*t reco##end to ot7er!.
0D T7ere i! low cu!to#er re!'on!e "or !witc7 to ir&in #o-ile -ec$u!e o" t7e 5DMA c$'$-ilit2.
1<D T7ere i! #$Gi#u# $w$rene!! o" ir&in #o-ile ,< '$i!$ STD 'l$n $nd ot7er o""er!
11D :2 t7e $n$l2!i! it i! "ounded t7$t ir&in i! #o!t e""ectie -r$nd $nd T7ere i! 7i&7l2
$w$rene!! o" ir&in #o-ile '$id inco#in& c$ll 'l$n.
12D >ir&in Mo-ile 7$! &ood 8u$lit2 o" cu!to#er c$re Serice!6 w7ere cu!to#er &et! t7e
8uic% re!'on!e o" 7i! 8uerie!L it #$%e! t7e &ood rel$tion!7i' -etween t7e co#'$n2
$nd cu!to#er.
Dr. 3YOT4IRMAYI DEGREE 5OLLEGE6 ADONI ,< DEPT. OF MANAGEMENT
SALES & PROMOTION STRATEGY 54APTERA>I
FINDINGS
>ir&in co#e! under 5DMA $nd GSM "e$ture!.
>ir&in 7$! $ l$r&e no. o" cu!to#er! t7o!e $re !$ti!"ied wit7 t7e !erice!6 it
incre$!e t7e cu!to#er rel$tion!7i' $nd $l!o incre$!e t7e !$le! o" t7e co#'$n2.
>ir&in 7$! "riendline!! o" delier2 'oint6 >ir&in Mo-ile u!e e""ectie
tec7ni8ue! "or t$%e $ttention o" cu!to#er*!.
>ir&in #o-ile 7$! er2 &ood $nd 7u&e cu!to#er c$re !erice6 -2 t7i! cu!to#er
c$n e$!il2 "ind t7e !olution o" t7e 'ro-le#.
>ir&in 7$! l$r&e no. o" !$ti!"ied cu!to#er! -2 it! !erice! $nd o""er!. :ut in
rur$l $re$ ir&in i! not !o #uc7 !ucce!!"ul.
>ir&in i! #o!t e""ectie -r$nd.
SUGGESTIONS
Dr. 3YOT4IRMAYI DEGREE 5OLLEGE6 ADONI ,1 DEPT. OF MANAGEMENT
SALES & PROMOTION STRATEGY 54APTERA>I
>ir&in !7ould tr2 to 'ro#ote it! l$te!t 'l$n! li%e ,< '$i!$ STD c$ll! in
$derti!e#ent!.
M$%in& cu!to#er! $w$re $-out l$te!t 'ricin& will incre$!e it! #$r%et !7$re in ter#! o"
co!t e""ectiene!!.
>ir&in !7ould tr2 to t$' 1+Q o" cu!to#er -$!e w7o w$nt to !witc7 to ir&in -ut not
$-le to !witc7 -ec$u!e o" eGi!tin& nonAco#'$ti-le 7$nd!et.
Solin& eGi!tin& nonAco#'$ti-le 7$nd!et 'ro-le# $nd -etter co##unic$tion to
in"or# l$te!t 'ricin& !tr$te&ie! will le$d to !u-!t$nti$l incre$!e in con!u#er -$!e "or
ir&in #o-ile.
In order to en7$nce cu!to#er !$ti!"$ction6 ti#e &$' -etween !erice! !ou&7t $nd
deliered !7ould -e #ini#iEed.
Dr. 3YOT4IRMAYI DEGREE 5OLLEGE6 ADONI ,2 DEPT. OF MANAGEMENT
SALES & PROMOTION STRATEGY :I:LIOGRAP4Y
BIBLIOGRAPH6
BOOCS
1 .M$r%etin& M$n$&e#ent
P$r$#7$n! )ound$tion )ir!t Edition6 1002
2. Re!e$rc7 Met7odolo&2
5.R.@ot7$ri Second Edition6 100(
(. M$r%etin& M$n$&e#ent
P7ili' @otler Tent7 Edition6 1000
REFRENCES
1. ?e-!ite o" www. #o-ile!tore.co#
2. ?e-!ite o" www.&oo&le.co#
(. www.ir&in#o-ile.co#
Dr. 3YOT4IRMAYI DEGREE 5OLLEGE6 ADONI ,( DEPT. OF MANAGEMENT
SALES & PROMOTION STRATEGY ;=ESTIOONNAIRE
;UESTIONNARIE
1D Since 7ow lon& 2ou $re u!in& ir&in #o-ileP M N
AD le!! t7$n :D . #ont7!
5D .A12 #ont7! DD #ore t7$n 12e$r
2D )ro# w7ic7 !ource 2ou c$#e to %now $-out ir&in #o-ileP M N
AD Aderti!e#ent :D 7o$rdin&!
5D New!'$'er! DD #out7 'u-licit2
(D ?7$t i! t7e #$in re$!on to 'urc7$!e ir&in #o-ileP M N
AD 5DMA tec7nolo&2 :D li#ited 7$nd!et 'rice!
5D 'rice DD !witc7in& "ro# eGi!tin& 7$nd!et!
ED Ot7er!
+D 4ow 2ou !$ti!"2 wit7 t7i! ir&in #o-ileP M N
AD O""er! :D '7one #odel! 5D "e$ture! DD ot7er!
,D 4ow i! t7e networ% 8u$lit2P M N
AD EGcellent :D er2 &ood 5D &ood DD 'oor

.D 4ow i! t7e 8u$lit2 o" !erice -2 cu!to#er c$reP M N
AD EGcellent :D er2 &ood 5D &ood DD 'oor
Dr. 3YOT4IRMAYI DEGREE 5OLLEGE6 ADONI ,+ DEPT. OF MANAGEMENT
SALES & PROMOTION STRATEGY ;=ESTIOONNAIRE
9D Do 2ou !$ti!"2 wit7 "riend! $nd "$#il2 !erice!P M N
AD EGcellent :D er2 &ood 5D &ood DD 'oor
/D ?7ic7 !erice! $re #ore 7el'"ul to 2ou w7ile u!in& ir&in !erice!P M N
AD 5$ll r$te! :D SMS !erice
5D Networ% DD >$lue Added Serice!
0D Did 2ou li%e t7e eGtr$ o""er! li%e ,< '$i!$ STD 'l$n etcTP M N
AD Ye! :D no
1<D Are 2ou $w$re o" 're'$id inco#in& c$ll! "$cilit2 -2 ir&in #o-ileP M N
AD Ye! :D no
11D ?7ic7 i! t7e #o!t "$or$-le "$ctor w7ile u!in& #o-ile !ericeP M N
AD Price
:D Mo-ile 7$nd!et co#'$ti-ilit2
5D Mo-ile !erice o" "riend! $nd rel$tie!
DD )ree eGtr$ !erice! li%e internet6 downlo$d!

12D ?7ic7 i! t7e #o!t e""ectie -r$nd in #o-ile !ericeP M N
AD ir&in :D reli$nce 5D T$t$ indico#
DD Airtel ED >od$"one
Dr. 3YOT4IRMAYI DEGREE 5OLLEGE6 ADONI ,, DEPT. OF MANAGEMENT
SALES & PROMOTION STRATEGY ;=ESTIOONNAIRE
1(D I" 2ou not $ ir&in cu!to#er6 will 2ou li%e to !witc7 to ir&inP M N
AD Ye! :D no 5D c$nt !$2
1+D ?ould 2ou li%e to reco##end ir&in #o-ile !erice! to ot7er!P M N
AD Ye! :D no
Dr. 3YOT4IRMAYI DEGREE 5OLLEGE6 ADONI ,. DEPT. OF MANAGEMENT