Professional Documents
Culture Documents
PROJECT REPORT
OF
MARKETING MANAGEMENT
ON
SUBMITTED TO:
PROF. BHAVESH VANPARIA
SUBMITTED BY:
AMIN PATTANI
ROLL NO. 08100
SEM – II, GROUP
- II
Environmental Scanning
The marketing environment within which a company operates is
dynamic. There are two types of environment.
1. Micro environment
2. Macro environment
1. Micro environment:
The micro environment is “the forces close to the company that
affects its ability to serve its customers.”
2. Macro environment:
The macro environment is “the larger societal forces that affects
the whole macro environment.” The macro environment consist
of six types of forces Demographic, Economic, Natural,
Technological, Political and Cultural forces. A company’s
marketing strategy must take into account changes and trends in
this environment that can present opportunities or pose threats. A
successful firm in one that regularly modifies it marketing mix
and strategies to adapt to these changes.
Political Factors:
Neglected area has been non-existence of any guidelines for
installation of towers in every nook and corner of the country. In
our endeavor to grow, proper attention is missing for safety
associated with towers. Lots of towers in India have been
installed on roof tops of weak and unsafe buildings. During
construction, hardly anybody has planned for towers on roof tops.
It is unexpected that the structure feasibility of all buildings is
undertaken before towers are installed. There are cases where
more than two or even three towers have been installed at a single
location.
Social Factors:
Especially idea cellular provides many offers which
attracts customer of all age groups. For example, sms
offers can easily attract youngsters. And people who are
using idea simcard, can talk at very less call rate. So most
of people use this product.
Idea cellular limited has many big names and good brand
image so bulk of the people use idea simcards.
Good advertisement always attracts people & idea
cellular limited introduces new and attractive
advertisement regularly and have celebrity as their brand
ambassador like Abhishek Bachchan, so it is a big factor.
Technological Factors:
Initially the memory of sim card for contact saving was
less, but now a days we can get more memory in that.
Now there is facilities of GPRS is also available in Idea
simcard.
Demographic Factors:
1. Gender: This is used by both males and females.
2. Age group: mostly we see that mobiles are used
by all age group from teenagers to older ones.
1. Define the
problem, the
decision
alternatives, and the
research objectives.
2. Develop the
6. Make the
Research plan
Decision
Market
Research
Process
4. Analyze the
Information
Questionnaires
Name: …………………………………………….
Sex: ………………. Age: ……………………..
Qualification: …………………………………….
Contact No.: ………………………………………
For e.g.:
Total Market Potential = 20000 buyers X 1 simcard X Rs. 30
= Rs. 6,00,000 Total Market Potential
• Personal Factors:
Age and stage in the life cycle: This affects much when a
student’s in their schooling they don’t want much services and
schemes in prepaid simcards, but after passing their schooling
they entered in college and so that at that time they wants more
services and schemes in reasonable price for connecting with
friends and relatives or increase their contacts. So this factor is
much affects on demand of Idea Prepaid Simcard.
• Geographic:
Region: Idea GSM services are licensed in 13 circles of India, so
that these services are used by people in different circles and also
used by different region people.
City: Idea Prepaid Simcard is used in metro city, mega city and
also in small villages because of reasonable prices and also
offered many schemes for people in less monthly rental.
• Demographic:
Age: Idea Prepaid Simcard is used by age group of 15 to 55
years. Now-a-days this prepaid service is also used by below this
age group.
TOLANI INSTITUTE OF MANAGEMENT STUDIES Page 18
Family size: We can also segment our product based on family
size because if the family size is large and if they are using more
mobile phones in family for connected with each other then they
also using prepaid services.
Income: Income is not much affects in segmenting the market
because price of Idea Prepaid is reasonable and the lower class
people also afford it.
Occupation: Occupation also affect in segmenting the market
because Idea Prepaid simcard is only not used by lower class and
middle class people but also used by higher class people who
have their own business.
Education: Education does not affect the segment of the Idea
Prepaid Simcard because Idea Prepaid Simcard has been used by
educated people as well as uneducated people.
• Psychographic:-
Lifestyle: Lifestyle also affects in segmenting the market. So the
marketer while segmenting the market of Idea Prepaid should
keep this in his mind, because high class people also using this
service.
Personality: Personality does not affect the Idea Prepaid Service
in segmenting his market.
• Behaviour:
Behviour does not affect in segmenting the market.
Marketing Channel
Distribution Strategy
1. Exclusive distribution
2. Selective distribution
3. Intensive distribution