A STUDY ON MARKETING STRATEGY AT GRAND

BROADBAND”

Summer Internship Report

Submitted In Partial Fulfillment of the Requirements

For The Award of the Degree Of

BACHELOR OF BUSINESS ADMINISTRATION

Submitted by
Chirag Trihan
Roll No. 130310121007
BBA 5th Semester

Guided by

Prof. Rajesh Ubale

Associate Professor
School of Commerce Management and Research ITM UNIVERSITY

Submitted to:
SCHOOL OF COMMERCE MANAGEMENT AND RESEARCH,

ITM-UNIVERSITY RAIPUR, CHHATTISGARH, INDIA

 Declaration by the Candidate

This is to declare that this report has been written by me. No part of the report is
plagiarized from other sources. All information included from other sources has been
duly acknowledged. I aver that if any part of the report is found to be plagiarized, I
shall take full responsibility for it.

Name of the Signature of the Candidate:

Candidate: Chirag Trihan
Enroll Number: 130310121007
Date:
 Certificate By the Organization

This is to certify that this project report entitled “A STUDY ON MARKETING

STRATEGY AT GRAND BROADBAND” Submitted to School of Commerce,
Management & Research, ITM University Raipur, is a bonafide record of
work done by Chirag Trihan.

Name of the Supervisor: Signature of the Supervisor

Date:
 Certificate By the Institute

This is to certify that this project report entitled “A STUDY ON MARKETING

STRATEGY AT GRAND BROADBAND” is a bonafied work carried out by
Chirag Trihan of BBA of School of Commerce, Management & Research for
fulfillment of BBA degree course of ITM University Raipur.

Prof. Rajesh Ubale Dr. Yasin Sheikh

Associate Professor Head, SCMR
SCMR
ITM UNIVERSITY Raipur ITM UNIVERSITY Raipur
 Certificate By The Examiner

This is to certify that the project entitled “A STUDY ON MARKETING

STRATEGY AT GRAND BROADBAND” submitted by Chirag Trihan Roll
No.130310121007 Has been examined by the undersigned as apart of the
examination for the award of Bachelor of Business Administration degree of ITM
University, Raipur (C.G.).

Name of the Examiner Signature of the Examiner

Designation

DATE:
 Acknowledgement

An undertaking of work life - this is never an outcome of a single person; rather it bears the imprints
of a number of people who directly or indirectly helped me in completing the present study. I
would be failing in my duties if I don't say a word of thanks to all those who made my training
period educative and pleasurable one.

I am thankful to GRAND BROADBAND for giving me an opportunity to do summer

training in the company. I would like to express our immense gratitude towards our institution;
“Institute For Technology and Management- School Of Commerce Management &
Research”, which created a great platform to attain profound Management skills in the field of
BBA, thereby fulfilling our most cherished goal as well as our Head Dr. Yasin Sheikh who gave
me the golden opportunity to do this wonderful project on the topic “A STUDY ON
MARKETING STRATEGY AT GRAND BROADBAND” which also helped me in doing a lot
of Research and I came to know about so many new things I am really thankful to them.

First of all, I am extremely grateful to Prof. Rajesh Ubale (ASSISTANT PROFESSOR,

Raipur) for her guidance, encouragement and support during the course of the internship despite
her extremely busy schedule.
My very special thanks to her for giving me the opportunity to do this project and for her
support throughout as a mentor.
I must also thank my faculty guide Prof. Rajesh Ubale (Associate Professor, ITM-SCMR)
for his continuous support, mellow criticism and able directional guidance and suggestions during
the project and for the completion of my summer internship and preparation of the report.

I would also like to thank all the MENTORS for giving their precious time and relevant
information and experience, I required, without which the Project would have been incomplete.
 Finally I would like to thank all lecturers, friends and my family for their kind support and to
all who have directly or indirectly helped me in preparing this project report.

And at last I convey my thanks to My Beloved Parents, who kept my motivation and zest for
knowledge always high through the tides of time and My Faculty who helped me directly or
indirectly in bringing this project successfully.
 INDEX
S.NO CONTENT PAGE NO

1 INTRODUCTION 1-10

2 COMPANY PROFILE 11-22

3 RESEARCH METHODOLOGY 23-32

4 DATA ANALYSIS AND INTERPRETATION 33-40

5 LIMITATION 41-42

6 FINDINGS 43-44

7 RECOMMENDATION & SUGGESTIONS 45-46

8 BIBLIOGRAPHY 47-48

9 ANNEXURE 49-51
 CHAPTER-1
INTRODUCTION

1
The explosion of high bandwidth applications over Internet has fuelled the deployment of
Broadband access the world over. Apart from Internet browsing at high speed, multimedia
applications like Internet Protocol TV (IPTV), video on demand, distance learning and
Internet gaming are driving content over the network to the residential homes. These
applications require substantially higher bandwidth than is available in conventional access.
Likewise, in small and medium enterprises (SME) and corporate sectors, new services like
Layer 2 Virtual Private Network (VPN), transparent Local Area Network (LAN) service and
storage area networks (SAN) are going to be the main driving applications behind broadband
access.
Broadband access is defined by the Telecom Regulatory Authority of India (TRAI) as “An
‘always-on' data connection that is able to support interactive services including Internet
access and has the capability of a minimum download speed of 256 kilobits per second (kbps)
to an individual subscriber from the Point of Presence (POP) of the service provider”. It is
expected that the “availability of broadband services at affordable price-levels will have
significant impact on gross domestic product (GDP) and attract new investment, create jobs
and a larger more qualified labour pool, and increase productivity through infrastructure
creation and access to new and improved services.” To this effect, the TRAI has set forth
targets and guidelines in its Broadband Policy in 2004 for service providers and other
stakeholders to grab this opportunity.

BROADBAND SCENARIO IN INDIA

Internet and Broadband access are widely recognized as catalysts for economic and social
development of a country. With rapid growth in the last 10 years broadband has claimed the
crown as the fastest adopted technology ever. More people have subscribed in a shorter time
than bought mobile phones, computers, TVs, the Walkman or any of the other revolutionary
advances and devices since fire first debuted. Now Point Topic projects broadband will grow
by another 67% over the next five years to pass 680 million lines worldwide by the end of
2013.

India is estimated to move from its current position at number 18 in the world for broadband
market and jump to attain the number 6 rank. This will be achieved at a mind-boggling
growth rate of 489%. This is the highest growth rate expected from any market and is almost
the double from the second highest growth market i.e. Vietnam (276%).

2
Top performers - growth in broadband lines 2008-2013

Adding in estimates for the rest of the world, the total number of broadband lines, serving
both homes and businesses, will grow from 382 million at mid-2008 and a forecast 410
million at the end of the year to over 680 million by the end of 2013.

As per the report of World Bank, a 10 percentage increase in broadband penetration

accounted for 1.38 percentage increase in per capita GDP growth in developing economies.

3
 Home Broadband :

Task was to promote and sell our broadband product. After getting thorough knowledge
about our product and the broadband industry, we built our strategies around it to enter and
penetrate target markets. We were given target locations by the company and we did in depth
competitive analysis of our competitors in those areas. We planned to conduct promotional
events in our target locations and set up our kiosks there. A day prior to the event we
distributed invitation cards in the respective societies, so that people get aware of the event
and they manage to get some time for it from their busy schedule.

EVENT STRUCTURE

PRE-EVENT:

STEP 1: BRAINSTORM IDEAS

Brainstorming of the ideas was done in the first step. Here we collected many creative and
effective ideas. After having a thorough discussion some ideas were chosen on the basis of
their feasibility and effectiveness. The Plan was to get any kind of ideas which will help us
promote and sell our product and could lead to some Unique Propositions in our offerings.

STEP 2: DRAFT A PLAN

Once we had an idea as to how to go about the event we had following questions in mind –
· Who will be the target audience for this event?
· What day of the week/time would be ideal?
· How many people do we expect at our event?
· Who is our main competitor in that area?

STEP 3: PICK A DATE

It is always best to pick a couple of possible dates for your event to have some flexibility. We
also implemented an idea of asking preferred day and time from the residents of the society.
And at last we decided to keep our event on Sunday with some flexibility of having it a day
prior or later.

4
STEP 4: FIND A LOCATION
Finding a location was not a difficult task as we have already been given our target locations.
Targets were E.O.C. enabled Societies and our cable TV homes. The challenge for us was to
find the location of the prospects.
STEP 5: PLAN YOUR EVENT
There after we planned each and every activity for the event and the way it had to be
executed. Team was divided into groups and specific task was allotted to each group.

STEP 6: FOLLOW A BUDGET

The company allotted a budget for promotional events and we had to manage the expenses
accordingly. So every decision for the event was taken according to the budget.

STEP 7: MARKET THE EVENT

Conducting an event is of no use if you are not able to attract the audience. Until planning
everything was right and smooth but the challenge was to execute the event accordingly.
Finally we succeeded in organizing the event successfully.

POST EVENT:

STEP 8: EVALUATE THE EVENT

Post event we self-evaluated our performance on following basis:
1. How many people visited the stall? Did more or less people attend this event than we
expected?
2. What methods of marketing/advertising did we use? How effective were these methods?
3. How many people visiting the stall were actually interested in our broadband and took
demo?
4. What problems did we encounter when planning and implementing this event?
5. Would we recommend that we endeavour this event again in the future?

STEP 9: FOLLOW UP

Task of the follow up team was to take care of all the activities concerned with
communication to the customers and prospects.

5
EVENT PROCESS –

There will be two types of teams –

Survey Team – Teams responsible for Survey and its Interpretations

Event Team – Teams responsible for Organising the Event

Day 1

 PRE-SALES Preparation:

 SURVEY is to be done 3 days prior to the event and it will be done by 4 Survey
Teams of 2 each (1 Guy + 1 Girl).

 Objective of survey is to do DEMOGRAPHIC & BEHAVIOURAL STUDY and

find PREFFERED DAY & TIME FOR RESIDENTS to be captured

 Below The Line Advertisement Activity - NO PARKING ADD Permission from

society and CUBOID ADD Locations (In and around Society)

Day 2

 ANALYSIS

 4 Survey TEAMS will conclude of their findings from the survey (from here
onwards these team will represent for the Residents they visited)

 BRAINSTORMING of the findings and Draw Conclusion of what can be

explored more from it.

 Categorization (Prioritization) of plans/tariff on the basis of Price, Speed or

Download Limit as per customer needs.

 INVITATION CARD is to be personally delivered by the teams to their respective

population (of the survey).

 For Event Preparations Group is to be divided into three Event Teams –

 INETRACTION (Team 1)

 CREATIVE (Team 2)

6
Day 3

PROSPECTING:

 TARGET CLUSTER –

4 Survey Teams will make Target Clusters of the population covered in the survey on
the following Manner:-

 INTERESTED – Customers who are Interested in the Product

 NOT SATISFIED – Customers who are not satisfied with their Current ISP

 PROBABLE SWITCHERS - Customers who can be converted if Persuaded

 TEAMS –

 Interaction (Event Team 1) – Involving customers in some activity (Games)

 CUSTOMISATION (Event Team 2) – Finding a Best Plan for Homogeneous

Groups that matches best to their needs

 ATTRACTIVE PACKAGE OFFERINGS (Event Team 3) – Pitching and

Handling people who will visit the stall.

PRE-APPROACH – Team 3

 COLD CALLING –
o Making a soft pitch for inviting people of the Event
o Reminding them of Event & Activity

Day 4

APPROACH (CAMP DAY) –

 STALL – Event Team 3 and 2 Technicians of the company will handle people visiting
the stalls

7
  DOOR TO DOOR INVITES – Respective Teams who interacted with the Residents
at the time of Survey will go with 1 Technician and invite them and if Resident is not
able to come Demo/ Sales call will be taken at spot.

 CATCHER – Team concerned for attracting people to the stall

 For any Interaction to a Resident, Concerned team will go with a technician; it will
include Invitation, Query Handling, DEMO set up or Sales.

Day 5 Onwards

FOLLOW UP

Follow up process will start 3 days after the Event –

 Residents who took DEMO – Request them to Use and Conversion Call

 FEEDBACK from Demo & Converted Customers

 FEEDBACK of Invitation Card

 DATA ANALYSIS

 Co-ordination with CRM, Branch & People responsible

Market Survey –
Market Survey
o Sample Plan
o Objectives
o Survey Plan
o Survey Summary

SAMPLE PLAN

The sample of our survey is as follows:

 Sample Size –

100 Broadband users to be surveyed

 Sample Unit –

8
 The areas covered for the study (Survey) are

 Residents of different Societies from areas like – Kandivalli, Bandra, Khar road,
Pali Hill etc. to be covered.
 Sample Media –

 Questionnaire
 Interview
 Telephonic Interview/Feedback

OBJECTIVES

 Demographic & Behavioural Study of customers and prospects to figure out their needs,
preferences and expectations.
 Study of Brand Awareness and Brand Equity in the market and
 Product & Service feedback from customers and establish long term positive relationships
with customers.
 To understand and evaluate competitor’s strategies and finding out Unique Selling
Propositions (USP’s).
 The study of Product and Service comparison among players to find out any breakthrough
if any.
 To find out need and scope of Below the Line (BTL) Advertisement activities.
 Find preferred day & time from residents for our promotional event

SURVEY PLAN

A survey plan helped in focusing on our project, while guiding our implementation and
analysis so the survey research is finished quicker. We then concentrated on implementing
well-supported decisions.

We conducted the survey process in the following manner:

 Laying down the objectives for survey

 Preparing a questionnaire for customers
 Initiating a conversation with the customer and understanding their internet experience
 Use observation technics to understand and fulfill communication / behavioral gap.

9
 SURVEY is to be done 3 days prior to the event and it will be done by 4 Survey Teams of
2 each (1 Guy + 1 Girl).

SURVEY SUMMARY

 First finding of the Survey is surprising. Population was unaware of Broadband as a

product. Most of them could not differentiate between a Broadband connection and a
normal Internet Dial-up Connection.

 And Because of unawareness we also faced rigidness to change even if the offering or the
change introduced to them was both cost and quality beneficial for them.

 Study (Survey) conducted by us helped in understanding customer’s expectations,

Customer perception of the product, their needs and wants etc.

 Market can be segmented into three broad categories as per usage– Heavy User, Medium
User and Light User.

 The feedback obtained from customers was both positive and negative which helped us in
understanding our Strengths and Weaknesses, to some extent it also exposed us to
opportunities and Threats for the product.

 Demographic and Behavioral Study (observation) lead us to understand their usage

pattern, usage frequency, need of Internet etc.

 Strongest competitors of our company are MTNL and HATHWAY in surveyed locations
because of two factors – First is their Brand Loyalty and another is company’s low tariff
plans.

 These Findings and Observation helped us in formulating our marketing strategies and in
market penetration.

10
 CHAPTER-2

COMPANY PROFILE

11
Broadband is the common term for a high bandwidth internet connection. The current
definition of broadband in India is ‘always on' with the speed of more than 256 Kbps. TRAI
has recommended raising the definition of broadband to 2 Mbps in India.

Internet Service Providers (ISPs): 105 (2010)

Internet hosts: 4,536,000;

Internet users: 121 million;

Broadband Internet users: 13.35 million

Internet access in India is largely provided by the private sector and two state-run companies
and is available in a variety of forms, using a variety of technologies, at a wide range of
speeds and costs. The number of broadband Internet subscribers in India has started to
become more significant, having more than doubled in the two-year period to end-2009.

India broadband growth is hampered by various challenges, including a complicated tariff

structure, metered billing, higher charges for right of way and absence of local-loop
unbundling. Average Internet speed in India is as low as 0.8Mbit/s. Out of the total Internet
population 35% is still below 256 Kbit/s.

GRAND BROADBAND SERVICE PROVIDERS IN INDIA

Broadband in India has truly changed a lot of things in almost every field. It has not just
touched and changed the lives of Indian people; it has also made an impact in almost every
field.

There are a number of Internet Service Providers providing Internet services throughout the
country, however the top ten are chosen based on the quality of service, high-speed and the
cost effectiveness and connectivity.

The List of the Top 3 Broadband Providers in India:

1.BSNL
Subscriber Base - 2.32 million and a market share of 53.15%.

12
2.MTNL
Subscriber Base of 0.59 million and market share of 13.56%.

3. Airtel Broadband

Subscriber Base of 0.58 million and market share of 13.25%.

Broadband Penetration in India

It is of concern to note that India has 10.31 million Broadband connections in at the end of
Dec 2010 as against the target of 20 million broadband subscribers by 2010, set by the
Broadband Policy 2004. Adjacent figure shows the broadband penetration per 100 inhabitants
in some developing Asian countries. This clearly indicates that India is lagging behind in
terms of broadband penetration.

Broadband Access - Technologies & Market Share

Out of 105 Broadband Service providers in India, 20 Service Providers are having subscriber
base greater than 10,000 and these 20 Service providers share the 98.9% of total subscriber
base. Presently apart from Internet Service Providers (ISPs), Unified Access Service
Licensees (UASLs), Cellular Mobile Service Providers (CMSPs) and Basic Service
Operators (BSOs) are also permitted to provide broadband access under the existing licensing
framework. There are 104 service providers who are providing broadband at present.
However, top ten service providers have occupied more than 95% of market. Out of this 95%

13
market 70% market is occupied by the state owned companies BSNL and MTNL. More than
89% market share belongs to 5 service providers only.

At present, 86% of broadband connections are provided using DSL technologies. DSL
connections are provided using copper cable of fixed line network. More than 60%
broadband subscribers belongs to top ten metros / tier-I cities and more than 75% connections
belongs to top 30 cities. Though 70% of Indian population lives in rural areas; broadband
facility is limited to metro and major cities. Availability of broadband is critical for
development of rural areas.

14
GRAND BROADBAND

IndusInd Media & Communications Ltd. (HINDUJA GROUP), India's largest Broadband &
Multi System Operator (MSO) & the first MSO to transmit channels through fiber optics.

 Owns and operates its own head-ends.

 Has the largest number of employees.
 Has its own technical and field staff.
 Designs and implements its own plant.
 Only MSO with fiber optics infrastructure in its locations.
 Operates out of one head with redundancy in almost all locations.

SERVICE OFFERING

 Premier Broadband ISP with presence in 9 cities, distributing Internet on Cable

Modem and Ethernet.

 Conditional access broadband to PCs-unique in market

 Service Portfolio includes:

 Internet Access
 VPNs
 Internet Telephony
 Other Value Added Services (Email, DNS Hosting etc.)

CURRENT NETWORK TOPOLOGY

 DOCSIS ( Data over Coax Systems Interoperability Standard)

 LAN Ethernet (Mix of layer1 and layer2 environment)
 GEOPEN & EOC (Ethernet over Coax)

Commercial trials underway in select areas in Mumbai to validate service delivery

platform to provide high end broadband services and applications.

15
BUSINESS OVERVIEW

 26,000 subscribers
 Revenue, close to INR 60 million
 ARPUs approx Rs.250
 Prepaid billing

 Close to 11,000 prepaid pins generated monthly

 Offering bill plans ranging from 256 Kbps to 2 Mbps

IMCL BROADBAND OBJECTIVES

 Deploy GePON + EOC in the aggregation and access network to ride over our
existing infrastructure to score over the competing technologies such as xDSL etc.
 Capability to deliver 8~10 mbps per home
 Vision to enable existing IN Cable CATV homes into “broadband enabled” home
 Plan to cater to multi-services like VOIP, Web TV, and VAS applications like high
speed gaming, interactive services using thin client concept
 The infrastructure will be ready and capable for future services like IPTV, VOD and
OTT over an IP domain
 IMCL plans to increase its share from its present 40,000 (FYE 2012) Broadband
homes to over 200,000 broadband homes by 2014 with higher ARPUs and VAS.

TECHNOLOGY

What is Broadband?

Broadband Internet service truly is the most used form of Internet access because of its high
access speeds; it is offered in four different forms, DSL (or Digital Subscriber Line), also
fibre-optic, cable, and satellite. The old dial-up connection is the only non-broadband internet
service available, and even though it is cheaper, most Internet users are moving towards the
faster broadband Internet connection.

DSL

The DSL (or Digital Subscriber Line) internet service makes its connection by utilizing
unused telephone wires that cause no interruption to your telephone service. The speed you

16
experience with a DSL connection varies with your distance from the switching station. Your
speed will be slower the further away you are and faster the closer you are to the switching
station and this may be a deciding factor when you attempt to select between a DSL line and
a cable connection.

Cable

The broadband cable connection is provided by the local cable TV provider. Here the cable
Internet connection speed varies with the number of users on the service at a specific point in
time. Given a specific geographical area, users of the broadband cable service share the
connection bandwidth which slows the speed the more users are on the system. This will
occur at the peak times for example late in the evenings after the work day is over when
many people will be accessing the Internet. Somewhat misleadingly, often the cable company
would estimate connection speeds that are based on the thinking that you are using the
service. But that is clearly not the case.

Fibre-Optic

The newest broadband service is fibre-optic, which is the fastest Internet connection thus far.
However, this type of Internet service is still in its infancy as its service areas are quite
limited and because the laying down of the fibre-optic cable takes a while to complete.
Wherever it is available, the cost not only competes with that of DSL and cable, but it
provides a much faster connection than both of those services.

Satellite

The last and slowest broadband service is provided by satellite. Although this is a good
replacement for dial-up for those people living in remote rural areas, the installation costs are
quite high, but the ongoing monthly charges are competitive to both cable and DSL.

There are many advantages to the DSL and cable broadband service. It provides greater
bandwidth than other Internet access forms, and that makes it easier for the computer user to
multitask with several applications performing in the background while you surf the web. It is
possible for you to surf the web while listening to audio.

What is STM?

The STM-1 (Synchronous Transport Module level-1) is the SDH ITU-T fiber
optic network transmission standard. It has a bit rate of 155.52 Mbit/s. Higher levels go up by

17
a factor of 4 at a time: the other currently supported levels are STM-4, STM-16, STM-
64 and STM-256.It is a unit of bandwidth in SDH network.

What is E1?

An E1 is a special type of connection that is used in most countries outside of the U. S.,
Canada, and Japan. This type of connection is generally used for voice traffic, because voice
records at a 8 kHz rate. There are 32 slots, each with 8 kHz rate on an E1 connection. It has a
bit rate of 2.048 Mbit/s data rate for high speed transfers.

Voice is recorded at a 8 kHz. This makes the E1 system perfect for transferring this type of
information. With this type of connection, you are given access to high speed data transfer on
your Internet connection, while also getting about thirty different phone line connections
operating at the same time. You can transfer about 2 Mb per second on your Internet
connection with an E1 line.

What is Eoc?

EoC (Ethernet over Coax) is designed to deliver 10Mbs Ethernet Data service over pre-
exiting Coaxial cables. EoC distribution system, enables integration of Video and Data on
pre-existing Coax cable.

With a few key solutions, CATV(cable television) and EoC, convert Ethernet to Coax format,
and also split CATV/Ethernet for
distribution to multiple locations.

Key Benefits:

 100Mbs Ethernet over existing Coax

 Video and Ethernet Data on signle coax.
 Easy to install
 1GHz Bandwidth
 High Isolation ( 80dB)
 Excellent Return Loss (- 20dB)
 Passive, no power required

18
What is leased line?

leased line is a service contract between a provider and a customer, whereby the provider
agrees to deliver a symmetric telecommunications line connecting two or more locations in
exchange for a monthly rent (hence the term lease). It is sometimes known as a "Private
Circuit" or "Data Line".

Typically, leased lines are used by businesses to connect geographically distant offices.
Unlike dial-up connections, a leased line is always active. The fee for the connection is a
fixed monthly rate. The primary factors affecting the monthly fee are distance between end
points and the speed of the circuit. Because the connection does not carry anybody else's
communications, the carrier can assure a given level of quality.

An internet leased line is a premium internet connectivity product, delivered over fiber
normally, which is dedicated and provides uncontained, symmetrical speeds, Full Duplex
(communication from both the ends at same time ). It is also known as an ethernet leased line,
DIA line, data circuit or private circuit.

What is Provisioning system?

In telecommunication, provisioning is the process of preparing and equipping a network to

allow it to provide (new) services to its users. Server provisioning is a set of actions to
prepare a server with appropriate systems, data and software, and make it ready for network
operation. IMCL has an independent Provisioning Server. This server has software for
provisioning in GUI format.

This software is used to add new clients and configure their service specific needs. This
server also provides/provisions bandwidth (as per the plan opted by the client) once he is
authenticated by the same. This server also keeps all the records pertaining to whom and at
what time a specific IP address was allocated. This requirement is as per the TRAI policies to
help the government to cover cyber security measures.

19
PRODUCT PROFILE

AS a part of Hinduja group our motto is customer satisfaction through excellent services.
This is divided into two parts-:

HOME BROADBAND

It is our constant endeavour to offer a range of innovative internet technology products and
services to our home, enterprise and SME customers. Customers will find the innovative
features of our products useful in more than one way - superior speed, convenience of using
internet wirelessly from anywhere in the office or home, relief from wireless security hassles,
peace of mind with assured control on bills are few examples, and all this while saving
substantial cost. We are committed to create a superior value for our customers at all time.
We offer product which provide high speed internet at very low cost. Our product ranges
from 512kbps which can goes up to 15Mbps.

Some of them are as follows-:

1) 1 Mbps

2) 5 Mbps

20
3) 10 Mbps

4) 16 Mbps

Business broadband

In2cable broadband recognizes the importance of Internet technologies and their

applications in businesses. The Company has introduced a portfolio of services to
make office a hi-tech workplace with improved productivity while reducing costs.

In2cable broadband offers the following products and services to business.

 Direct to Office Leased Line: For near 100% Internet uptime with link load
balancing and failover routing.

 Differential Access: For customized bandwidth per user group.

 Secured Boardroom Internet: For easy and secure guest Internet access.
 Optical fibre network

21
 Some plan of business broadband are as follows-:

Unlimited Data Transfer Bandwidth Rates (1:1)

SPEED (Kbps) Annual

Gold-Plus 512 60,000

Platinum-Plus 1024 85,000

2MB-Premium 2,048 155,000

4MB-Premium 4,096 280,000

8MB-Premium 8192 520,000

10MB-Premium 10,240 650,000

22
 CHAPTER-3
RESEARCH METHODOLOGY

23
Research Methodology

The term research refers to the systematic method consisting of enunciating the problems,
formulating a hypothesis, collecting the fact of data, analyzing the facts and reaching certain
conclusion either in form of solution towards the concerned problem or in certain
generalization for some theoretical formulation.

Definition

Research Methodology is a strategy that guides a researcher in providing answers to research

questions and for this, research survey is being done. Accuracy of the study depends on the
systematic application of the method. The researcher has to decide the method to be used that
helps him to get a desired direction in a systematic way. The method used in this project work
for survey is Qualitative Research and the objective is to understand Broadband needs
and uses of customers.

To carry out this project effectively the whole process was divided into following steps:-

 Formulating the research problem

 Choice of research design
 Determining the source of data
 Designing the research instrument
 Determining the sampling plan
 Organizing and conducting field survey
 Processing and analyzing the data
 Preparation of research report and presentation

Type of Research

The type of research undertaken in the project is as follows:-

Qualitative Marketing Research –

 Generally used for exploratory purposes

 Small number of respondents
 Not generalizable to the whole population
 Examples include focus groups, depth interviews, and projective techniques

24
Research Instruments

The questionnaire is by far most common instrument used to collect primary data.

A questionnaire consists of set of questions presented to the respondents for their answers. In
research, carefully chosen questions and their forms, working and sequence is important. By
considering all the facts the questionnaire was designed. This is a type of structured
questionnaire.

Points which were kept in mind while preparing the questionnaire are as follows–

 To be successful, questionnaire was made comparatively short and simple i.e., the size
of the questionnaire should be kept to the minimum.
 Special care was taken to precede questions in logical sequence moving from easy to
more difficult questions.
 Technical term and vague expression capable of different interpretations were tried to
avoid in the questionnaire.
 Questions were dichotomous, multiple choice or open ended.

This research consists of two paged structured questionnaire. It included general questions,
personal questions and some specific questions to gather information for the research for the
study of Broadband uses in Mumbai.

Sample Plan

A sample plan has the following components:-

Choosing the sample unit (Who are to be surveyed)

 Society Members of Chosen Residential Apartments from chosen Area.

Choosing the sample size (How many are to be surveyed)

 100 Broadband users to be surveyed

Choosing the sample media (How to reach the respondents in the sample)

 Questionnaire

 Interview

25
  Telephone

Methods of Sampling

Simple Random Sampling has been adopted for research, under which we have considered
cluster sampling, because here a small cluster of professional has been considered out of the
total universe which has been divided into small clusters.

Sample Size

Sample size refers to the number of items to be selected from the universe to constitute a
sample. The sample size should be optimum i.e. neither it should be too large nor it should be
too small. Sample size selected for this project is 100.

Sampling Unit

Sampling units taken for the survey are –

a. Construction Units- Different Societies in different locations of Mumbai.

b. Social Units- Family, Youth and Working People.

Classification of Data

The fact or data collection begins after a research has been identified and the research designs
have been chalked out.

26
 Data
Collection

Secondary
Primary Data Data

News-
Questionnaire Interview Magazine Website
Paper

Primary Data

Primary data are those data which are collected a fresh and for the first time and thus happens
to be the original in character. In this project the method to collect the primary data is as
follows:-

Questionnaire & Interview

A questionnaire is a systematic compilation of questions that are submitted to a sampling of

population from which information is desired. Interview is a process of soliciting necessary
information from the respondents.

Secondary Data

The secondary data are those data which have been collected by someone else and which
have already been passed through the statistical process. In the research project the secondary
data being collected for analysis are as follows –

News-Papers Websites Magazines

Times of India (TOI)
Economic Times (ET)
Business Standard (BS)
The Asian Age -
The Hindu - -

27
OBJECTIVES

 Brand Building

Launch marketing campaigns in the assigned locations and execute Below The Line
advertisement activities for Brand Building (launch, feedback, execution).

 Business Development

What marketing strategies In2net should implement to defend and increase the market
share with their new technology working on Eoc. Make the channel partner active/stable
in kandivali, Charni and Khar area in Mumbai.

 Market Research

To Conduct market survey to gather as much data as possible for understanding various
factors like buying behavior of consumers, usage pattern, usage frequency, need and
wants etc.

 Organizing Promotional Events

Organising promotional events i.e. Below the Line (BTL) advertisement activity for two
major purposes – Promotion of Broadband Brand and direct sales and demonstration
deployment of our product for market penetration.

 Customer Relationship Management

As the product is based on a new technology, CRM is to be implemented so as to handle

new customer differently and avoid confusions between the old and the new product.

 Designing & Creativity

To make event the more attractive for customer interaction. To create interest in potential
as well as existing customers.

28
 Outlook designing of company’s website

By offering convenience, a point of reference and that touch of individualized customer

service and to add value to our offering so that our customers experience a higher level of
satisfaction.

Customer Relationship Management

CRM (Customer Relationship Management) is an information industry term for

methodologies, software, and usually Internet capabilities that help an enterprise manage
customer relationships in an organized way.

For example, an enterprise might build a database of its customers that describes relationships
in sufficient detail so that management, salespeople, people providing service, and perhaps
the customer directly could access information, match customer needs with product plans and
offerings, remind customers of service requirements, know what other products a customer
had purchased, and so forth.

According to our industry view CRM played an important and vital role:

 It helped our company to enable its marketing departments to identify and target their
best customers, manage marketing campaigns and generate quality leads for the sales
team.
 It also assisted the organization to improve telesales, account, and sales management by
optimizing information shared by multiple employees, and streamlining existing
processes (for example, taking orders using mobile devices).

 It allowed the formation of individualized relationships with customers, with the aim of
improving customer satisfaction and maximizing profits; identifying the most profitable
customers and providing them the highest level of service.

 It provided employees with the information and processes necessary to know their
customers understand and identify customer needs and effectively build relationships
between the company, its customer base, and distribution partners.

29
At the end of the project we can proudly state that our CRM activity was successful and
brought excellent results. Our mentor Mr. Akhil Mathur, Head of Technology and Broadband
is considering of cultivating this process in the company.

Website Development
Website Development
o Outlook Development
o Vendor Development

Our scope of Website Development was limited to Need Analysis (a brief study of what kind
of Website is to be developed and why) and designing a sample for reference. Hence our
purpose of the assignment was to develop a Prototype Website and not to create a website
itself.

We also worked on vendor development i.e. finding a right firm/person for the job but due to
the time constraints it could not be finished.

PURPOSE FOR LAYOUT DESIGNING –

To create a website focused on:-

1. Creating sophisticated and user friendly Website

2. Two way communication – 24*7 and Online help Desk
3. Marketing and Sales Promotion
4. Increasing Prospective Customer Base
5. Increasing Brand Awareness and Product Recognition
6. Provision for Above the Line (ATL) Advertisement Activities
7. Payment Integration
8. User Space – My Account facility

The Web Site Design and Development Process –

There are numerous steps in the web site design and development process. From gathering
initial information, to the creation of your web site, and finally to maintenance to keep your
web site up to date and current.

The exact process will vary slightly from designer to designer, but the basics are generally the
same.

30
 1. Information Gathering
2. Planning
3. Design
4. Development
5. Testing and Delivery
6. Maintenance

Phase One: Information Gathering

The first step in designing a successful web site is to gather information. Many things need to
be taken into consideration when the look and feel of the site is created.

This first step is actually the most important one, as it involves a solid understanding of the
company it is created for. It involves a good understanding of – what are our business goals
and how the web can be utilized to help you achieve those goals.

Phase Two: Planning

Using the information gathered from phase one, it is time to put together a plan for the web
site. This is the point where a site map is developed.

The site map is a list of all main topic areas of the site, as well as sub-topics, if applicable.
This serves as a guide as to what content will be on the site, and is essential to developing a
consistent, easy to understand navigational system. The end-user of the web site must be kept
in mind when designing the site. These are, after all, the people who will be learning about
our services or buying your products. A good user interface creates an easy to navigate web
site, and is the basis for this.

During the planning phase we got help from different web designers in deciding what
technologies should be implemented. Elements such as interactive forms, ecommerce, flash,
etc. were discussed when planning web site.

Phase Three: Design

Drawing from the information gathered up to this point, it’s time to determine the look and
feel of your site – Outlook of Website.

31
Target audience is one of the key factors taken into consideration. As part of the design
phase, it is also important to incorporate elements such as the company logo or colors to help
strengthen the identity of your company on the web site. We created one prototype design for
the web site. This was a power point presentation of what the final design will look like.

From here onwards the project of web site development was to be done in Synchronization
with a Professional Website Developer or a firm.

Phase Four: Development

The developmental stage is the point where the web site itself is created. At this time, web
designer will take all of the individual graphic elements from the prototype and use them to
create the actual, functional site.

In this phase, communication between both the company and it’s designer is crucial to ensure
that the final web site will match needs and taste of the Company. It is important that some
concerned person work closely with designer, exchanging ideas, until they arrive at the final
design for your web site.

All in all, web designer should work closely with the concerned person on continuous bases.
A good working relationship with the designer, including an open line of communication, is
important to ensure they are creating a successful web site that will help your business grow.

The completion of this stage and the remaining stages can only be facilitated after assigning
this task to a professional Website Developer which was not done until then and is also out of
the scope of this project.

32
 CHAPTER-4
DATA ANALYSIS AND INTERPRETATION

33
Data Analysis and Interpretation

Q. What is your occupation?

Student Housewife Working

50 20 30

TABLE 1

OCCUPATION

0%
Working
30%

Student
50%

Housewife
20%

GRAPH 1

Interpretation

Out of the 100 respondents 50 were students, 20 were Housewives and 30 were
Working Professionals. Out of these respondents 70 percent people were in the age
group of 15 to 35 which is considered to be our target customers.

34
Q. Who is your current Internet Service Provider?

You
AIRTEL HATHWAY RELIANCE MTNL INCABLE
Telecom

15 25 5 10 35 10

TABLE 2

Chart Title
AIRTEL HATHWAY YouTelecom Reliance MTNL Incable

35

10
25
10

15 5

Graph 2

INTERPRETATION

According to the sample taken for survey MTNL is market leader, Hathway and Airtel
are followers with 2nd and 3rd ranks respectively. So our major competitors are these
three players.

35
Q. Are you satisfied / not satisfied with your current ISP?

Satisfied Not Satisfied

35 65

TABLE 3

Satisfied Not satisfied

0%
0%

35%

65%

GRAPH 3

Interpretation

Out of all the respondents there were 65 people who were not satisfied with their
current ISP and 35 people were satisfied (sometimes reason is just for the sake of
becoming a loyal customer).

36
Q. What is your daily Internet usage (in hours)?

1 to 2 3 to 4 5 & above

50 20 30

Table No. 3.4

Internet Usage (hrs)

50
45
40
35
30
25
20
15
10
5
0

1 to 2 3 to 4 5 & above

Graph 4

Interpretation

Out of 100 respondents 50 people use internet for 1 to 2 hours, 20 people for 3 to 4
hours and 30 use internet for 5 or more hours.

37
Q. Where do you consider yourself among the following?

Light download Medium download Heavy download

35 45 20

Table 5

Downloads
Light download Medium download Heavy download

0%

20%

35%

45%

Graph 5

Interpretation

Out of 100 respondents 35 people download less and are light user, 45 people do a
medium download and are medium level users and 20 people are those who do a
heavy download

38
 Q. Maximum use of your Internet is for which of the following?

Google/mail/social Video YouTube/live Movie Softwares

networking Download/Music streaming Download/Online Download
download gaming

50 15 25 7 3

Table 6

120

100

80

60

40

20

0
softwares download 3
movie download/online gaming 7
youtube/livestreaming 25
Video/music download 15
Google/mail/social networking 50

Graph 6

Interpretation

Of all 100 respondents 50 respondents use internet maximum for Google/mail/social

networking, 15 respondents use for video or music download, 25 respondents use for
YouTube/video streaming, 7 respondents use for downloading movies or online
gaming and remaining 3 respondents for software downloads..

39
Q. What makes you change your Internet Service Provider?

Speed Price Service support Network/connectivity

55 25 10 10

Table No. 3.7

60

50

40 Speed
Price
30
Service Support

20 Network/connectivity

10 Network/connectivity
Service Support
0 Price
Speed

Graph No. 3.7

Interpretation

Out of the 100 respondents 55 respondents are not satisfied with the speed they are
getting, 25 respondents are price sensitive i.e. they think they are paying more for
what they are getting, 10 are not satisfied with their existing I.S.P’s technical or
service support, and the remaining 10 face network failure may times.

40
LIMITATIONS

41
 Respondents had psychological barriers in filling up the questionnaires.

 We have geographical limitation as we cannot provide our services in every

location.

 To convince the authorize person of the society for conducting an event in the
society.

 Method of data collection was through surveys therefore improper responses

become a major limitation.

 Due to time constraints all customers were not covered.

 Owing to pre occupation some customers were unable to answer while survey.

 The respondents chosen were from Mumbai city. So the results don’t include the
responses of rural customers.

 Broadband Product Awareness is very low – Users do not understand Broadband

as a product.

 Since the duration of our project study is of 8 weeks, scope of project is limited by
the time frame.

42
FINDINGS

43
 Trust and Loyalty – Customers which are using our old LAN technology are
highly satisfied with the services that have been provided to them. Hence they are
cooperating with our marketing campaign and ready to switch to the new
technology (EoC).

 Strategy of deploying free demonstration of broadband services has worked

effectively in market penetration. Strategy of speed addiction (Elevation growth)
to current/demo users has been fruitful too and should be implemented.

 Pre-Approach Strategies deployed to influence and attract more prospects has also
been successful.

 Demand of broadband is significant in the market and growth in Mumbai region is

rapid.

 Review of the product is excellent all the users are highly satisfied and gave good
feedback.

 Objective of Market Penetration needs a very long term strategic planning and
needs to be reviewed on continuous basis.

 There is huge unawareness in the market for Broadband as a product/service. So

marketing of the product needs to be done differently (can be done on
experimental basis as of now).

 Lack of Competitive tariff plans for Light Internet Users in comparison to

competitors.

 Customer support services are not efficient as it takes noticeable amount of time in
providing services.

 Customer Relationship Management (CRM) is not able to perform effectively,

needs to be streamlined.

 Brand Image of In2Cable and In2Net are interdependent. Hence the advantages
and disadvantages are also shared. Brand Awareness of Broadband is very limited.

44
RECOMMENDATION & SUGGESTIONS

45
 In2Cable is relatively a new player in broadband sector hence Brand Awareness is
very low, so there is a vital need of advertisement (Mostly BTL Advertisement
Activities) for Brand Building.

 Pricing is a crucial factor for positioning our product in the market. Depending
upon the market conditions and competitor’s Plans there is a need of flexibility in
our tariff plans which could result in immediate conversion of customers.

 CRM Implementation – Right from cold calling till After Sales Services CRM is a
crucial division for the company. Through-out our project we have seen that this
decision has been very fruitful and Mr. Akhil Mathur (Head of Technology) is also
considering for making it an internal part of the company on permanent basis.

 Improvement in Support Service – Company should immediately focus on

improving their customer support service (back office team and technical team)
because this is the main loop hole in the company as per customer feedback.

 Focus on company’s website is a must for:

 Existence in the web world

 Attracting new customers

 Providing relevant information to visitors etc.

 Above all, as a broadband company we ought to have our own website.

 Redesigning of logo is required to create a Brand Equity

 Regional Celebrity endorsement strategy can also be adopted.

 We need Skilled Work force for interaction with customers

 Keeping in mind company’s resources, more Creative BTL Activities should be

executed.

 Brainstorming has been very effective in generating new ideas.

 Project was really enlightening under which we experienced many Business

Dimensions

46
BIBLIOGRAPHY

47
 Website Date

 www.scribd.com 29th May 2012

 www.hindujagroup.com 31st May 2012
 www.hindujaventures.com 31st May 2012
 www.indigital.co.in 31st May 2012
 www.in2cable.com 1st June 2012
 www.broadbandforum.in 1st June 2012
 www.indiabroadband.net 5th June 2012
 www.business-standard.com 5th June 2012
 www.thehindubusinessline.com 12th June 2012
 www.mcos.com 12th June 2012
 www.wikipedia.org 12th June 2012
 http://broadbandforum.in/ 12th June 2012

48
Annexure

49
 Name :- Age :-
Gender :- Occupation :- Contact No:-

1. What Internet Connections have you used :-

1. 2. 3.
4. 5. 6.

2. Who is your current Internet Service Provider :-

3. Which plan are you currently using?

Speed :- Download Limit :-

Price :- Rs. Kbps/Mbps MB/GB

4. How would you rate your current Internet Service Provider overall :-

Very Poor Poor Satisfactory Good Excellent

Price
Speed
Download
Limit
Minimum
Speed
Network /
Connectivity

5. Your Daily Internet usages (in hours)

_________________________.

6. Rank the following as per your usage on a scale of 1 to 8

[1 = highest and 8 = Lowest]

50
 Rank
Google
E-Mail
You Tube
Social Networking (Facebook, Linkedin, Twitter)
Torrent/Mediafire Download
Music Download
Video Download
Online Gaming

7. How much do you download in a week (in numbers):-

Content Movies Video Music Software

Number

8. Please mention your preferred time for :-

Time:
Browsing
AM/PM AM/PM
to
Time:
Downloading
AM/PM AM/PM

9. What features you want in an Internet Service :-

1. 2. 3.
4. 5. 6.

10. What makes you change your Internet Service Provider :-

51