A

PROJECT REPORT

ON

“A STUDY ON SERVICE DEVLOPMENT AND DESIGN"

SUBMITTED

BY

MR. GAIKWAD TUSHAR SUDAM

UNDER THE GUIDENCE OF

PROF. JAGDALE D.

SUBMITTED TO

“SAVITRIBAI PHULE PUNE UNIVERSITY”

IN PARTIAL FULFILMENT OF THE REQUIREMENT FOR THE

AWARD OF THE DEGREE OF

T.Y. (B.VOC) RETAIL MANAGEMENT

WAGHIRE COLLEGE (PDEA),

SASWAD, DIST. PUNE

BATCH 2018-2019

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 Waghire College, Saswad

CERTIFICATE

This is to certify the project report entitled submitted by “GAIKWAD

TUSHAR SUDAM” in partial “A STUDY ON SERVICE DEVLOPMENT
AND DESIGN" fulfillment of the requirement for second year. Bachelor of
Vocational T.Y.B.VOC (RETAIL MANAGEMENT) Affiliated to the University
of Pune During the 2018-19.

Internal Examiner External Examiner

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 GUIDE CERTIFICATE

This is to certify that Mr. Gaikwad Tushar Sudam has completed his project
satisfactorily on “A Study On Service Devlopment And Design" under my
guidance. The project work is of original nature and not copied from any other
earlier project work and further no part of it has been submitted to any other
University as a Partial fulfillment of condition for passing any examination.

Place: - Saswad.

Prof. JAGDALE D.

Date:-

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 DECLARATION

I, Mr. Gaikwad Tushar Sudam Student of Waghire college, Saswad, hereby

declare that the project report entitled “A STUDY ON SERVICE
DEVLOPMENT AND DESIGN" is written and submitted under the guidance of
Prof. Jagdale D. is my original work .The empirical findings in this report are
based on data collected by myself. The matter consisting in this report is not copied
from any source. I understand that if my work is found to be copied, I am liable to
be punished by rules of Savitribai Phule Pune University.

Place: - Saswad.

Date: -

Mr. Gaikwad Tushar Sudam

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 EXECUTIVE SUMMARY

Today in every organization market study as an activity is necessary. It is an

important part of an organization. Market study is a vital ingredient for the
successes of the organization in the long run. There are certain ways that are to be
followed by every organization which ensures that it has right kind of Product, at
the right price and right time that organization can achieve its planned objectives.
The objectives of Marketing are sales, transfer and promotion, risk
management, performance appraisal and so on. Each objective needs special
attention and proper planning and implementation.
For every organization it is important to have a right product in right market
area.
Marketing plays a vital role in this organization.
A formal definition states “A human activity directed at satisfied needs and wants
through an exchange process.”
The survey involved gathering wide information about the company, its
products, customer satisfaction and impact of various competitive firms on the
company.
From the information collected, various aspects were identified where the
company needs to focus more to improve the efficiency of marketing team of
Wrangler.
The research was conducted through collection of primary and secondary
data. Secondary data was collected through visiting various web sites, magazines
and other reliable sources. Primary data was collected through a well-framed
questionnaire..

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On the basis, the secondary data analysis and the extensive analysis of the primary
data, interpretations were drawn for the questions and conclusion is drawn. Certain
suggestions are also drawn from the analysis to help.

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 INDEX
Sr No Content Page No
1 Introduction Of Service Marketing
2 Features Of Services:
3 Problems In Marketing Services:
4 The Challenges Facing Service Design
5 2.1concept& Methodology
2.2 Data Collection
2.3organisation Profile

2.4Advantages:

2.5 Six Things To Know About GTPL Hathway

Ipo:

6 3 Survey Method
7 4.Data Analysis

8 Findings

Suggestion And Recommendation

Conclusion

Questionnaire

Bibliography

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Table Table name Page no

1 How many times you had visited GTPL cable

services?

2 Which channel do you likes most in GTPL

cable?

3 If package then ?

4 In your opinion the speediness of the service of

GTPL service ?

5 Do advertisements of GTPL service influence

you

6 About the home delivery service of GTPL

service?

7 The discount coupons provided by GTPL service

is useful or not ?

8 What do you like to say about the price of

GTPL service channel ?

9 Are you satisfied with GTPL service ?

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Table Table name Page no

1 How many times you had visited GTPL cable

services?

2 Which channel do you likes most in GTPL

cable?

3 If package then ?

4 In your opinion the speediness of the service of

GTPL service ?

5 Do advertisements of GTPL service influence

you

6 About the home delivery service of GTPL

service?

7 The discount coupons provided by GTPL service

is useful or not ?

8 What do you like to say about the price of

GTPL service channel ?

9 Are you satisfied with GTPL service ?

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Introduction of Service Marketing:
Service marketing is marketing based on relationship and value. It may be used to
market a service or a product. With the increasing prominence of services in the
global economy, service marketing has become a subject that needs to be studied
separately. Marketing services is different from marketing goods because of the
unique characteristics of services namely, intangibility, heterogeneity, perishability
and inseparability.

In most countries, services add more economic value than agriculture, raw
materials and manufacturing combined. In developed economies, employment is
dominated by service jobs and most new job growth comes from services.

Jobs range from high-paid professionals and technicians to minimum-wage

positions. Service organizations can be of any size from huge global corporations
to local small businesses. Most activities by the government agencies and non-
profit organizations involves services.

The American Marketing Association, defines services as activities, benefits, or

satisfactions that are offered for sale or provided with sale of goods to the
customer, that is, pre-sale and after-sales services. Berry states, ‘while a product is
an object, devise or physical thing, a service is a deed, performance, or an effort’.

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Features of Services:
1. Intangibility:
A physical product is visible and concrete. Services are intangible. The service
cannot be touched or viewed, so it is difficult for clients to tell in advance what
they will be getting. For example, banks promote the sale of credit cards by
emphasizing the conveniences and advantages derived from possessing a credit
card.

2. Inseparability:
Personal services cannot be separated from the individual. Services are created and
consumed simultaneously. The service is being produced at the same time that the
client is receiving it; for example, during an online search or a legal consultation.
Dentist, musicians, dancers, etc. create and offer services at the same time.

Services involve people, and people are all different. There is a strong possibility
that the same enquiry would be answered slightly differently by different
people (or even by the same person at different times). It is important to minimize
the differences in performance (through training, standard setting and quality
assurance). The quality of services offered by firms can never be standardized.

4. Perishability:
Services have a high degree of perishability. Unused capacity cannot be stored for
future use. If services are not used today, it is lost forever. For example, spare seats
in an aeroplane cannot be transferred to the next flight. Similarly, empty rooms in
five-star hotels and credits not utilized are examples of services leading to
economic losses. As services are activities performed for simultaneous
consumption, they perish unless consumed.

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5. Changing demand:
The demand for services has wide fluctuations and may be seasonal. Demand for
tourism is seasonal, other services such as demand for public transport, cricket
field and golf courses have fluctuations in demand.

6. Pricing of services:
Quality of services cannot be standardized. The pricing of services are usually
determined on the basis of demand and competition. For example, room rents in
tourist spots fluctuate as per demand and season and many of the service providers
give off-season discounts.

7. Direct channel:
Usually, services are directly provided to the customer. The customer goes directly
to the service provider to get services such as bank, hotel, doctor, and so on. A
wider market is reached through franchising such as McDonald’s and Monginis.

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Problems in Marketing Services:
1. A service cannot be demonstrated.

2. Sale, production and consumption of services takes place simultaneously.

3. A service cannot be stored. It cannot be produced in anticipation of demand.

4. Services cannot be protected through patents.

5. Services cannot be separated from the service provider.

6. Services are not standardized and are inconsistent.

7. Service providers appointing franchisees may face problems of quality of

services.

8. The customer perception of service quality is more directly linked to the morale,
motivation and skill of the frontline staff of any service organization.

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The Challenges Facing Service Design

Economic Challenges—Moving Businesses from Products to Services

Ecological Challenges—Service Design and Resources

Social Challenges—Service Design for Improving Society

Tackling Wicked Problems

Service Design for a Better World

The issues raised in the measurement of the triple bottom line touch upon the large,
complicated problems that affect everyone. In a globalized world, people are
dealing with financial, environmental, and social problems on a scale and a level of
complexity never before experienced.

Communication: How people communicate each other in service development

projects? According to the informants, the design agencies communicated mainly
with the customer (service) organisations and end users. The service development
teams in the organisations communicated with people in other departments (e.g.,
operation team, UX department, and customer call centre), the end users and the
internal or external designers. Figure 1 shows the communication of stakeholders
in service design and development with the communication directions. As
mentioned earlier, service organisations communicate not only with end users and
design agencies but also with people inside the organisation. Figure 1 Main
communications and stakeholders in service design and development Methods and
tools: The informants communicated with people using tools to have a common

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understanding of what was happening, to discuss how to resolve problems, and to
receive feedback for the service development, mainly via meetings or workshops.
Visualisation tools like drawing, sketch, model, and customer/user journey tools
were popularly used during meetings or workshops. Emails were largely used
when the organisation communicated with external consultants or organisations
(P2). Blogs, social media (e.g. Twitter or Facebook), backlog systems (e.g. VTLC
or SharePoint), and chatting programs (e.g. Skype or Lync) were also mentioned
by some informants. 235 Problems: Many informants claimed that the biggest
problem in communication during service development is ensuring the
communication and mutual understanding in a multidisciplinary team. P1 said,
“We have a communication needs. Understanding each other and following up are
challenging because project leaders very often focus more on developing things
than communicating about the development.” P2 gave an example, “I said
something and then the receiver has believed that he has understood it in his own
way, but we have actually not understood each other at all.” P3 admitted that some
people did not understand some concepts. P5 explained, “People have different
education background so they have different focus areas and different
understanding of how things fit together.” P5 claimed that a lot of things got lost
between image creation and service implementation. P5 detailed, “Designers
sometimes see the implemented service is terrible because it seems like they (the
developers) didn’t understand. Sometimes it’s due to technical reasons but other
times there is this gap where the huge amount of knowledge is lost.” P6 claimed
that illustrating thoughts in an understandable manner is challenging for service
designers because they can think very visually while others cannot. Conversation
from a distance is difficult because it is not good to show drawing things (P7). P8
stated that understanding accurately is often challenging. P10 stated, “Checking
and agree on what they (service organisations) have actually understood what we
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(service designer) have said and what we have understood what they have said is
challenging. And communicating what the customer organisation will get after the
development is often difficult.”

OBJECTIVES OF THE STUDY

To study the identify awareness of customer on GTPL cable service.

To study the satisfaction on GTPL cable.

To study the create innovation.

To study the build relation on GTPL cable service.

Limitations:

1. Limited Production:
In each specific segment, customers are limited. So, it is not possible to produce
products in mass scale for every segment. Therefore, company cannot take
advantages of mass scale production; scale of economy is not possible. Product
may be costly and affect adversely to the sales.

2. Expensive Production:
Market segmentation is expensive in both production and marketing. In order to
satisfy different groups/segments of buyers, producers have to produce products of
various models, colors, sizes, etc., that result into more production costs. In the
same way, the producers are required to maintain large inventory for different
styles, colors, and sizes of products.

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3. Expensive Marketing:
Market segmentation also results into expensive marketing. Due to different groups
of buyers, the marketer has to consider all the segments in terms of needs, interests,
habits, preferences and attitudes. Marketer has to formulate and implement several
marketing strategies for different segments.

4. Difficulty in Distribution:
Company needs to make the separate arrangement for each of the products
demanded by different classes of customers. Salesman’s recruitments, selection,
training, payments, and incentives are more difficult and costly. Company has to
maintain separate channels and services for satisfying varied customer groups.

5. Heavy Investment:
Market segmentation leads to heavy investment. In order to satisfy different needs
and wants of various groups, a company has to produce variety of product lines
and product items. For the purpose, the company requires to invest more on
technology and other inputs that may demand heavy investment.

6. Promotion Problems:
Market segmentation also creates promotional problems and multiplies
promotional difficulties. It is obvious that different segments are made on the basis
of distinguished characteristics of buyers. Each group differs in terms of
advertising media, appeal or message. In order to influence various segments of
buyers, the company is required to prepare a separate advertising programme or
strategy. Similarly, personal selling and sales promotional activities become more
complex. Company needs to spend more to take benefits of specialization.

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 2.CONCEPT& METHODOLOGY

2.1 RESEARCH DESIGN

Research design is an overall plan or scheme prepaid by the researcher for
executing the research study. It is an important stage in the process of conducting
research as it facilitates systematic work on the research project. It is necessary as
it facilitates the smooth conduct of research. Research designed may be designed
as a sequence of steps taken ahead of time to ensure that relevant data will be
collected in away that permits objective analysis of different hypothesis
formulated with respect to the research problem.
Research methodology is a way to systematically solve the research problem,
it not only takes the research methods but also consider the logic behind the
methods. The study of research methodology for developing the project gives us
the necessary training in gathering materials and arranging them, participation in
the field work when required, and provides training in techniques for the collection
of data appropriate to particular problems.

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2.2 DATA COLLECTION
Data collection helps your team to assess the health of your process. To do
so you must identify the key quality characteristics you will measure, how you will
measure them and what you will do with the data you collect. Data collection is
nothing more than planning for and obtaining useful information on key quality
characteristics produce by your process .However simply collecting data does not
ensure that you will obtain relevant or specific enough data to tell you what is
occurring in the process
Actually data is of two kinds which are following-

I. Primary Data:
Primary data are those, which are afresh and for the first time and this
happen to be original in character. primary data is important for all area of research
because it is unvarnished information about the result of an experiment or
observation. It is like eyewitness testimony at a trial . No one has tarnished it or
spun it by adding their own opinion or bias so it can from the basis of objective
conclusion.
One the primary data has been gathered analysts study it using other research
method. They look for relationship between factures that may suggest the designs
for new studies. When they combine the primary data from more than one study,
they are using integrative method. Their findings present secondary data a
synthesis of several streams of primary data. Following are the techniques use for
collecting primary data.
1.Observatin:
 Natural setting
 Field experiment
2. Communication:
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  Personal interview
 Telephonic interview

II. Secondary Data:

Secondary data is when the investigator does not collect data originally for
the research enquiry but users data already collected and available in published or
unpublished from data.Use of secondary data in research enquiry saves time,
finance and labour. However Some people doubt the accuracy of secondary data. If
reliable and suitable secondary data is available, there is no harm is using
secondary data for any research enquiry. Most research requires the collection of
primary data, and this is what student concentrate on. Unfortunately, many
dissertation do not include secondary data in there finding section although it is
perfectly acceptable to do so, providing it has been analyzed. It is always a good
idea to use data collected by someone else if it exists it may be on a much Lrger
scale and could contribute to the finding considerably.

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 2.3 ORGANISATION PROFILE

ORGANISATION PROFILE

Name of the Organisation:- GTPL HATHWAY LTD.

Address:-At Post-Saswad, Tal-Purandar, Dist-Pune.

Postal Code :-412301.

Mob. No :- 9665160790

Organisation history: The Company was incorporated on August 21, 2006 at

Ahmedabad as Gujarat Tele Link Private Limited, as a private limited company
under the Companies Act, 1956. Pursuant to a resolution of the Board of Directors
dated April 12, 2013 and a resolution of the shareholders dated April 12, 2013, the
name of the Company was changed to GTPL Hathway Private Limited and a fresh
certificate of incorporation consequent upon change of name was granted by the
RoC on May 6, 2013. the Company was converted into a public limited company
pursuant to approval of the board at a board meeting held on August 23, 2016 and
shareholders at an extraordinary general meeting held on August 26, 2016.
Consequently, the name of the Company was changed to GTPL Hathway Limited
and a fresh certificate of incorporation consequent upon conversion to a public
limited company was granted to the Company by the RoC on September 28, 2016.

Read more at: https://www.goodreturns.in/company/gtpl-hathway/history.html

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Director history:

Mr. Amit Shah

Mr. Amit Shah, is a Whole-time Director of our Company. He has over 10 years of
experience in the cable industry

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 2.4 Advantages:
 Digital Cable TV services available by connecting existing cable to a set-top box.
 Availability of a wider range of channels across genres
 Select from a range of packages and a-la-carte channels to suit your viewing
requirements.
 Access to GTPL local channels and city specific channels
 Uninterrupted television viewing experience during rain or inclement weather
 Value for money with convenient payment facilities

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2.5 SIX THINGS TO KNOW ABOUT GTPL HATHWAY
IPO:

About GTPL Hathway

GTPL's source of revenue is subscription income received from subscribers,

carriage and placement revenues received from broadcasters for carrying their
channels.

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The company produces its own content and offers third-party content on its local
channels. It, thus, has a suitable mix of content that appeals to a wide audience.
1/7

Background

GTPL Hathway Limited, incorporated in 2006, is a Gujarat based Multi System

Operator offering cable television and broadband services.

It provides digital cable television services in 169 towns across India.

2/7

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Financials

According to Indian Accounting Standards the company reported revenues of Rs

651.9 crore for the nine months through December 2016. Its net profit for the
period was Rs 16.3 crore.

For the year 2015-16 its consolidated profit was Rs 4.59 crore on revenues of Rs
738.44 crore.
3/7

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Objective

The company's offer includes a fresh issue of equity shares adding upto Rs 240
crore and an offer for sale of almost 1,44,00,000 shares. Proceeds from the IPO are
to be utilised towards repayment of loan and other general corporate purpose.

GTPL Hathway Pvt. Ltd is looking for a valuation of Rs 1,915 crore for its IPO.
4/7

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IPO issue details

The offer opens on June 21 and closes on June 23. It has fixed the price band
between Rs 167 to Rs 170 per equity share for its proposed initial public offer. Post
issue shares will be listed on both BSE and NSE.

BRLMs to this issue are JM Financial Institutional Securities Ltd, BNP Paribas,
Motilal Oswal Investment Advisors Ltd and Yes Securities (India) Ltd. Link
Intime India Pvt Ltd is the registrar to the issue.
5/7

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Strengths

It is one of the leading regional MSO's with a big market share in Gujarat and
Kolkata.
>>Has a high quality infrastructure network.
>>It also has a strong focus on digitization.
>>Diverse content to attract and retain subscribers.
6/7

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Challenges

The company's and certain of its subsidiaries' registrations to operate as an MSO

are provisional. Failure to receive the permanent registrations, suspension or
revocation of the provisional registrations could materially and adversely affect its
business.

If the latest earnings are annualized and attributed on fully diluted equity post
issue, then asking price is at a P/E of 88 and at a P/BV of 3.29.

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Most of its rivals including the co-promoters are faring badly and making losses.
Issue pricing seems to be very aggressive compared to its peer who are struggling.

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3 Survey Method-:
3.1 Primary Data

Primary data uses some survey methods there are including some classification of
 Questionnaires
 Personal interview
 Personal observation
In this study the personal interview method adopted for the survey. A structured
Questionnaire has prepared & it expected as survey to collect primary data related
to the objective of the study. Primary data is collected with the help of interview
Techniques.

3.2 Secondary Data

The secondary data is data. Which is collected and compiled from different sources
and are used in research for this study. The secondary data includes material
collected from.
 Internet
 Reference Book
 Previous research based on similar study

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4.Data analysis

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1.How many times you had visited GTPL cable services?

Response No of response No of response in %

one time 10 33

two times 15 50

three times 3 10

More than three times 2 7

RESPONSE
one time two times three times more than three times

7%
10%
33%

50%

INTERPRETATION : 33 %respondents visited one time ,50 %

respondent visited two times ,10% respondent visited three times ,7 %
visited more than three times in GTPL cable services.

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2.Which channel do you likes most in GTPL cable?

Response No of response No of response in %

Zee Marathi 12 40

Star Pravah 5 17

Colours marathi 7 23

Zee TV 2 7

Star Cricket 4 13

channel do you likes most in GTPL cable

45
40
40
35
30
25 23

20 17 No of response in %
15 13

10 7
5
0
Zee Marathi Star Pravah Colours Zee TV Star Cricket
marathi

INTERPRETATIION : 40% respondent likes zee marathi, 17% respondent

likes star pravah,23% respondent likes colours marathi,7% respondent likes
zee TV,13 % respondent likes star cricket.

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3.If package then :

Response No of response No of response in %

Power pack 10 33

Power plus pack 15 50

Royal pack 5 17

If package then

17
33
Power pack
Power plus pack
Royal pack

50

INTERPRETATION : 33% respondent like power pack, 50% respondent like

power plus pack, 17% respondent like royal pack.

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4. In your opinion the speediness of the service of GTPL service ?

response No. of response No. of response in %

Good 17 57

Better 5 16

Best 3 10

Worst 5 17

response

worst
17%

best
10%

goood
57%
better
16%

INTERPRETATION :57 % respondent says good ,16% respondent says

better,10% respondent says best,17% respondent says worst.

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5 . Do advertisements of GTPL service influence you ?

response No. of response No. of response in %

Yes 18 60

No 12 40

response

no
40%

yes
60%

INTERPRETARION : 60% respondent says yes , 40% respondent

says no .

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6.About the home delivery service of GTPL service?

Response No . of resoponse No of response in %

Good 15 50

Better 10 33

best 5 17

Chart Title

16
14
12
10
8
6
4
2
0
good better best

INTERPRITATION : 50% respondent says good, 33% respondent says

better,17% respondent says best.

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7. The discount coupons provided by GTPL service is useful or not ?

Response No. of response No. of response in%

Useful 12 40

Not useful 15 50

Can’t say 3 10

response

can't say
10% useful
40%

notuseful
50%

INTERPRITATION : 40% respondent says that useful,50% respondent

says that not useful,10% respondent says that can’t say.

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8.What do you like to say about the price of GTPL service channel ?

Response No. of response No. of response in %

Low price 3 10

Medium price 8 27

High price 19 63

Sales

low price
10%

medium price
27%
high price
63%

INTERPRETATION : 63% respondent says high price,27% respondent

says medium price,10% respondent saysthe price is low

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9.Are you satisfied with GTPL service ?

a)YES b) NO

response No. of response No. of response in %

Yes 15 50

No 10 33

Can’t say 5 17

16

14

12

10

0
yes no can't say

INTERPRITATION : 50 % respondent says yes , 33% respondent says

no,17% respondent gives no response .

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FINDINGS

On the basis of data analysis and interpretation researcher has reached to the
finding of study.

Which are as following:-

1 . 27 are female respondents & 23 are male respondents.

2 . These results as the male are leading the sample and female showed less
interest in

participating in the study;

3. The 20 - 30 Age-group person more visited Pizza outlets (57 person.)·

4. In occupation side : - More students visited Domino’s only for fun and for
time pass

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 5 . It is found that 100% of the respondents are aware of GTPL Service.

6 .It is found that the respondents not like the quality of GTPL Service.

7.It is found that most of the respondents are not completely satisfied with the
GTPL Service

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SUGGESTION AND RECOMMENDATION

 As the world is survival of the fittest, so the GTPL Service s have to be

competitive in market for

their own establishment.

 The GTPL Service should increase its quality .

 The GTPL Service should provide good customer services and facility.

 The GTPL Service should reduce its charges .

 The GTPL Service should give more discount coupons .

 The GTPL Service have to expand its delivery area .

 GTPL Service should improve the quality of the GTPL Service and increase
the visibility in the

market, & Should try to regain the trust of the Customer regarding its Door
steps

services.

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CONCLUSION

From the study of this survey we find that :

 The GTPL Service is having good concept in present market and new
product in

Chattisgarh region .

 The preferences of the people for GTPL Service are only for outing and just
for fun .

 Males are more attracted towards GTPL Service due to good ambiances and
freshness’

rather than women’s.

 The female respondents are more attracted towards GTPL Service and
males are not responding like as female

 The quality of GTPL Service is not very good .

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 Questionnaire

“A Study On Service Devlopment And Design"

Personal details :

Name :-
__________________________________________________________________
____________

Address :-
__________________________________________________________________
__________

Box No :-
__________________________________________________________________
_______

Work details :

1.How many times you had visited GTPL cable services?

1. one time
2. two times
3. three times
4. More than three times

2.Which channel do you likes most in GTPL cable?

1. Zee Marathi

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 2. Star Pravah
3. Colours marathi
4. Zee TV

Star Cricket

3.If package then :

1. Power pack
2. Power plus pack
3. Royal pack

4. In your opinion the speediness of the service of GTPL service ?

1. Good
2. Better
3. Best
4. Worst

5. Do advertisements of GTPL service influence you ?

1. Yes
2. No

6.About the home delivery service of GTPL service?

1. Good
2. Better
3. Best

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7. The discount coupons provided by GTPL service is useful or not ?

1. Useful
2. Not useful
3. Can’t say

8.What do you like to say about the price of GTPL service channel ?

1. Low price
2. Medium price
3. High price

9.Are you satisfied with GTPL service ?

1. Yes
2. No
3. Can’t say

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 BIBLIOGRAPHY

1.C . R . KOTHARI

2. www.google.com

3.WWW.GTPL.COM

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