Market Research of Vodafone and Heritage

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A REPORT

ON

MARKET RESEARCH AT OGILVY AND MATHER WITH SPECIAL REFERENCE TO CONSUMER RETAIL

By

R. NIRANJAN BHARATHI

09BSHYD1072

OGILVY AND MATHER

A REPORT

ON

MARKET RESEARCH AT OGILVY AND MATHER WITH SPECIAL REFERENCE TO CONSUMER RETAIL

By

R. NIRANJAN BHARATHI

09BSHYD1072

OGILVY AND MATHER

[pic]

A report submitted in partial fulfillment of the requirements of

MBA program of IBS Hyderabad

Distribution List
1. Prof. Vasumathy Hariharan – Faculty Guide

2. Mr. Sai Sunil – Company Guide

Date of submission

21/05/2010

AUTHORIZATION
This is to certify that R. Niranjan Bharathi, Enrollment No. 09BSHYD1072 has completed his Summer Internship at Ogilvy and Mather, Chennai and has submitted this project report entitled “Market research at Ogilvy and Mather with special reference to consumer retail” towards the partial fulfillment of the requirements of MBA Program, IBS Hyderabad, 2009-2011.

ACKNOWLEDGEMENTS
I would like to thank Mr. Prakash Dharmarajan, Head, Ogilvy and Mather Chennai who gave me the opportunity to work as an intern in Ogilvy and Mather. Next I would like to thank Mr. Raghunath, Mr.Sai Sunil, Mr. Subramanian and Mr.Ram of Ogilvy and Mather who designated my tasks which gave me an opportunity to learn about the advertising industry and enhance my managerial skills. Finally, I would like to thank my faculty guide Prof.Vasumathy, who was very motivating and helped me complete my summer internship project on a successful note. I am also grateful for the unstinted support provided by her throughout my internship.

TABLE OF CONTENTS
AUTHORIZATIONi

ACKNOWLEDGEMENTSii

TABLE OF CONTENTSiii

SYNOPSISv

ABSTRACTvi

SUMMARYvii

LIST OF ILLUSTRATIONSviii

LIST OF TABLESix

1INTRODUCTION1

2MARKET RESEARCH IN TELECOM SECTOR- VODAFONE2

2.1Questionnaire – Vodafone market research3

2.2Survey findings from Madurai, Sivakasi and Virudhunagar5

2.2.1MADURAI - What the Customers say?5

2.2.2MADURAI – What the Retailers say?7

2.2.3SIVAKASI - What the Customers say?9

2.2.4SIVAKASI - What the Retailers say?13

2.2.5VIRUDHUNAGAR – What the Customers say?16

2.2.6VIRUDHUNAGAR – What the Retailers say?20

2.3Vodafone Campaigns22

2.3.1Bonus Rs.89 Recharge Campaign22

2.3.2Mobisode Campaign24

2.4Others25

3MARKET RESEARCH IN DAIRY SECTOR - HERITAGE26

3.1Questionnaire - Heritage market research27

3.2Findings28

3.2.1What the Heritage Fresh retailers say?28

3.2.2What the other retailers say?30

3.2.3What the Customers say?31

3.2.4Customer Suggestions34

3.2.5Customers’ thought on Milk Brands and Super Markets34

3.2.6Statements made by Customers35

3.3What the Heritage Parlors say?37

3.4Available Milk brands38

3.5Survey of Milk Brands40

3.5.1Questionnaire - General Survey milk brands40

3.5.2Findings40

4ADVERTISEMENTS43

4.1TV Campaigns43

4.1.1Coca Cola43

4.1.2Minute Maid Nimbu Fresh43

4.2Study of the Print Advertisement process44

4.2.1Vodafone Business Cards (Tamil)44

4.2.2Vodafone Chinna, Full Talktime and Validity recharges (Tamil)45

4.2.3Vodafone iPhone 3G45

4.2.4Vodafone Magic Box for Rs.79946

4.2.5ITC Mangaldeep46

5OTHERS47

5.1Survey on Bhutan Tourism Corporation Limited (BTCL) activities47

5.1.1BTCL Questionnaire47

5.1.2Survey Results and Findings50

6REFERENCES51

SYNOPSIS
The topic for the intern given during the summer internship project is “Market research at Ogilvy and Mather with special reference to consumer retail”. During the summer internship project the intern was asked to do a market research for Ogilvy and Mather in two sectors. They are the telecom sector and the dairy sector. In the telecom sector the market research...
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