Study of telecommunication services and their promotional

strategy in Nepal

(Comparative study of NTC and NCELL)

Submitted By:

Keshav Raj Pandey

P.U. Reg. No.:

P.U. Exam Roll No.:

Submitted To

Faculty of Management, Pokhara University

In partial fulfilment of the requirements for the degree of

Bachelors of Business Administration

At the

Alpine Management College

 DECLARATION

This is to certify that I have completed the Summer Project entitled “Study of
telecommunication services and their promotional strategies in Nepal’ under the
guidance of Mr. Vikash Jung Shahi (Coordinator) for the partial fulfillment of
requirement for the degree of Bachelor of Business Administration at the Faculty of
Management, Pokhara University. This is my original work and I have not submitted it
earlier elsewhere.

Signature: ……………………

Name of Student: Keshav Raj Pandey

Date: November 2018

 Certificate

This is to certify that the Summer Project entitled “Study of telecommunication services and
their promotional strategy in Nepal” is an academic work done by “ Keshav Raj Pandey”
Submitted in the partial fulfillment of the degree of Bachelor of Business Administration at
faculty of Management , Pokhara University under my guidance and supervision. To the best
of my knowledge, the information presented by her in the summer project report has not been
submitted earlier.

Signature of the Supervisor: ……………………………

Name:

Date:

Name and Signature: Vikash Jung Shahi

In-Charge of Research:

PW Date:
 Acknowledgements

I would like to express my deepest appreciation to all those who provided me the
possibility to complete this report .A special gratitude I give to our supervisor, Mr
Vikash Jung Shahi whose contribution in stimulating suggestions and encouragement ,
helped me to coordinate my project especially in writing this report.

Furthermore I would like to acknowledge the administration and staff members of NTC
and Ncell Office who supported and helped me in gaining the information

Last but not least many thanks to Mr. Keshav Prasad Pathik Principal of Alpine
Management Collage for giving suggestion and guideline to prepare this report.

Thank You!
 TABLE OF CONTENTS

CHAPTER ONE

INTRODUCTION

1.1 Background.......................................................................................1
1.2 Statement of problem........................................................................8
1.3 Objective of study.............................................................................8
1.4 Research Methodology.....................................................................8
1.4.1Sources of data collection...............................................................9
1.5 Population and sampling...................................................................9
1.6 Study Tools.......................................................................................9
1.7 Limitation of study............................................................................9
1.8 Literature Review............................................................................10

CHAPTER TWO................................................................................13
DATA PRESENTATION AND ANALYSIS
2.1 Data Presentation.............................................................................13
2.2 Data Analysis...................................................................................22
2.3 Major Findings.................................................................................22

CHAPTER THREE
SUMMARY AND CONCLUSION....................................................26
3.1 Summary.........................................................................................26
3.2 conclusion........................................................................................27

REFERENCES.............................................................................................29

APPENCICIES.....................................................................................30
LIST OF FIGURES

Figure 1 Allows calling and receiving call immediately 11

Figure 2 has clear voice quality 12

Figure 3 Roaming services 12

Figure 4 Timely SMS 13

Figure 5 Phone tariff 13

Figure 6 Service satisfaction 14

Figure 7 Internet service 14

Figure 8 Card availability 15

Figure 9 Reliable service 15

Figure 10 Promotional strategy 16

 CHAPTER ONE

INTRODUCTION

1.1 Background of the study

Telecommunication services

A service provided by a telecommunications provider, or a specified set of user-

information transfer capabilities provided to a group of users by a telecommunications
system is called Telecommunications service. The telecommunications service provider
has the responsibility for the acceptance, transmission, and delivery of the message and
the telecommunications service user is responsible for the information content of the
message.

Telecom services now include fixed-network services (data retail, Internet retail, voice
retail and wholesale) and mobile services. Fixed-data services includes all
dedicated/private line, packet and circuit-switched access services (for example, frame
relay, asynchronous transfer mode, IP, Integrated Services Digital Network, DSL,
multichannel multipoint distribution service [MMDS] and satellite) retail revenue. No
differentiation is made between the type of traffic or application carried by these
services. All types of transmissions non-voice data, image, video, fax, interactive
services and even voice can be carried by these services regardless of whether the
source format is analog or digital. All revenue reflects service provider annualized retail
revenue paid for by the business and residential end user of the service; no wholesale or
carrier-to-carrier revenue is included.

Fixed-voice services is another service that reflects retail voice service revenue for all
services that are sold as such to end users and includes the provision of local and long-
distance services related to voice (calling charges, line rental/subscription and
connection fees are included in this category), enhanced voice services, data and fax
transmission over the circuit-switched PSTN, and retail voice over IP revenue — paid

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for by the business and residential end user of the service; no wholesale or carrier-to-
carrier revenue is included.

Mobile telecom services generate income from mobile telephone calls and mobile data
usage (Short Message Service [SMS] and mobile data access) from all mobile operators
in that regional market.. Income from mobile telephone calling charges, mobile data
access, SMS charges, line rental/subscription and connection fees are included in this
category. Wholesale/carrier services are not included as a component of business IT
spending. Wholesale/carrier services reflect carrier revenue from carrier-to-carrier
service transactions. Telecommunications services are a global market worth over US$
1.5 trillion in revenue. Mobile services account for roughly 40 per cent of this, while
mobile subscribers worldwide currently outnumber the use of fixed telephone lines by
more than two to one. Over the past decade, the market has witnessed far-reaching
changes, with the introduction of competition into a sector that was once principally a
monopoly. There are large numbers of the players providing the telecommunication
services in recent days.

Telecommunication services in Nepal

In Nepal, telecom service was formally provided mainly after the establishment of
MOHAN AKASHWANI in B.S. 2005. Later as per the plan formulated in the First
National Five year plan (20122017 BS); Telecommunication Department was
established in B.S. 2016. To modernize the telecommunications services and to expand
the services, during third five-year plan (2023-2028), Telecommunication Department
was converted into Telecommunications Development Board in B.S. 2026.After the
enactment of Communications Corporation Act 2028, it was formally established as
fully owned Government Corporation called Nepal Telecommunications Corporation in
B.S. 2032 for the purpose of providing telecommunications services to Nepalese
People. Nepal Telecommunications Authority (NTA) is the regulatory body of
telecommunications in the country. Today, there are two Today, there are two Major
telecommunication providers in Nepal, which have penetrated the market.

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 Major telecommunication providers in Nepal:

NCELL

Ncell is a privately owned mobile network operator in Nepal. Ncell was the first
private company to operate public GSM services in Nepal, initially under Mero
Mobile brand which was re-branded to Ncell on 12 March 2010. Ncell broke the
monopoly held by the then statate owned, now public telecommunication company
Nepal Telecom. On 12 April 2016, Ncell has officially become a part of Axiata Group
Berhad, a Malaysian telecommunications group. The company is owned in 80% by
Axiata Group Berhad. Ncell is the largest ISP in Nepal with a subscriber base of more
than 13 million users. Ncell has a slogan of “Ncell With you, always.” Ncell had 10
million mobile subscribers in early 2013. The vision, mission and strategy of Ncell
are following:

Mission:

To provide network access and telecommunication services

Vision:

To contribute to a world with better opportunities

Strategy:

Solutions based on deep understanding

The major services offered by the Ncell:

Entertainment Messaging

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  Bonus Packs  MMS

 AfnaiDhun  Short Number and Bulk SMS

 Daily Packs  SMS

 Weekly packs  SMS 2 Email

 Monthly packs  Voice SMS

 Music and Fun

 PRBT

Utilities Ncell loan

 Balance  Notify Me

 Call Forwarding  Video Call

 Call Waiting  Voice Mail

 Conference Call  Call Me

 My5

 Missed Call

 Notification

 Ncell Kosheli

Ncell provide services relating to the devices like iphone, Ncell connect and to buy the
smart phone. Ncell has new technologies and thoughts that attract many customers

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across Nepal which leave behind other telecommunications in competitive market.
However, People across Nepal complain about the charges and taxes it takes. It
organizes several IT related programmes, Sport-tournaments and sale smart phones
being a carrier. It is continuously making effort on its promotional activities. It is very
good at advertising. Recently, the company has launches 4G technology all main main
cities of Nepal.

NTC:

Nepal Doorsanchar Company Limited is state owned telecommunication service

provider in Nepal with 85% of the government share. It was known as
Telecommunication Department at the time of establishment, its name was changed
Telecommunications Development Board in 1969. After the enactment of
Communications Corporation Act 1971, NTC was formally established as fully state-
owned corporation called Nepal Telecommunication Corporation in 1975. On Magh
22, 2060 BS, Nepal Telecommunication Corporation was transformed to a public
limited company. NTC is claimed to be the first Operator to provide 3G Service in
South Asia. The mission, vision and goal of NTC are explained below:

Mission

"Nepal Telecom as a progressive, customer spirited and consumer responsive Entity is

committed to provide nation-wide reliable telecommunication service to serve as an
impetus to the social, political and economic development of the Country"

Vision

"Vision of Nepal Telecom is to remain a dominant player in telecommunication sector

in the Country while also extending reliable and cost effective services to all"

Goal

"Goal of Nepal Telecom is to provide cost effective telecommunication services to

every nook and corner of country"

The company was a monopoly until 2003, when the first private sector operator UTL
started providing basic telephony services. It is the sole provider of fixed line, ISDN

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and leased-line services in Nepal. With around 5,000 employees, NTC is one of the
largest corporations of Nepal. It has a total of 262 telephone exchanges in various part
of the country serving 603,291 PSTN lines, more than 5 million GSM cellular phones
and more than a million CDMA phone line as of July 2011. According to recent data,
there are about 10 million users of Nepal Telecom including all those of fixed
landline, GSM mobile, CDMA and internet service. NTC has starred SIP telephony
service for the Nepalese lying beyond the country to call Nepal from round the world
in its own tariff through internet.

Nepal Telecom is the key market player as it holds about 60.30% of totals no. mobile
phones and 91 % of total no of Fixed Telephones. It has 221 Public Switch Telephone
Network (PSTN) exchanges in 72 districts and has covered all 2915 VDC with Basic
Telephone service.

Major services offered by NTC

Basic telephone,
Internet PSTN Service
Mobile telephone
ADSL
 Local calls

 National Trunk Calls

 International Trunk Calls

 International Telegram

 Domestic Telex

 International Telex

 Leased Lines

 Operator -Assisted Int'l Telephone

 Packet Switching Data

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 Communication

 ISDN (Integrated services Digital

Network)

 Pay Phone

 Intelligent Network Services

 PCC Easy Call Service

 HCD Service

 AFS Advanced Free phone

Service

 Universal Access Number service

 PSTN credit Limit service

CDMA Internet and E-mail.

 Fixed Postpaid.  Dial -up Internet /Email Access

 Fixed Prepaid.  PSTN Dial-up

 SKY phone.  Fixed hour package

 Data Services.  Night Surfing Package

Mobile  Fixed hour / month package

 Postpaid  Unlimited Single User Package

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  Prepaid  PSTN Bills in the Internet

 Roaming (Incoming & Outgoing)  Post-Paid Mobile Bills

 SMS  Telephone Inquiry

 3G Service  ISDN dialup

 VAS Services  Leased Line Connectivity

(n*64kbit/s)

 Web SMS

 E-mail Aler

Following the entry of Ncell (previously called Mero Mobile) into Nepal's
telecommunications industry in 2005, it is no longer the only provider of GSM mobile
service. Due to the rise of the internet and technology, market of the Ncell VS NTC is
becoming really challenging and competitive. They are mainly focusing on the need
of the today people, to become better among. Both of them are trying to prove that
either Ncell is better than NTC or vice versa. The various facilities that are provided
by both makes them better and distinguish. There is strong competition between Ncell
and NTC. There are hundreds of facilities that are provided by both the
telecommunication provider. This research aims to compare the promotional strategy
of both the competing telecom provider and evaluate either NTC or Ncell use
effective promotional mechanism to attract the large number of customers.

1.2 Statement of problem

The telecommunication companies such as Ncell and NTC are competing in the
market to become number one in the field of telecommunication industry of Nepal.
They have been investing in promotional activities to a great extent in order to attract
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 the customers. Ncell has made almost all the Medias like news publication companies,
Youtube,FM, TV, various regional Medias as the advertising partner in Nepal.
Similarly, NTC as well use effective means of promotion that has made it the market
leader. They sponsor most of the national and international sports and cultural
programme. There is strong competition between Ncell and NTC. Nepal Telecom use
to be one of the leading government telecommunications in Nepal. The rise of the
private telecommunication in Nepalese market, such as Ncell is now penetrating the
market. Thus, through this research i needed to find out the promotional strategy of
both the Ncell and NTC, compare and evaluate them in order to reach to conclusion as
which one of the company is best in promoting the services to the customers?

1.3 Objectives of the study

• To study the different services provided by NTC and Ncell.

• To compare the promotional strategy of Telecommunication industry (NTC

and Ncell).

• To evaluate either Ncell or NTC use effective promotional mechanism.

1.4 Research methodology

The first step in preparation of this report is to design the framework of the research.
The task begins with the collection of necessary data and information concerning the
study. The data and information collected has been studied carefully and presented
them systematically and get them analyzed so as to meet the objective of the report. All
data provided has been thoroughly studied and then search design was planned. The
problem is identified and data are collected as per the research framework. The
collected data are further analyzed to come up with the valid conclusion.

1.4.1 Source of data collection.

Data are collected both from primary and secondary sources.

 Primary data:

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The data collected for the very first time by filling up the questionnaire Google docs,
interview with the staff of Nepal telecom and Ncell. Questionnaire survey is conducted
to know the choice of general public for NTC or Ncell and also to compare either Ncell
or NTC uses best promotional strategy.

 Secondary data:

The data were collected from various booklets, pamphlets, magazines and websites
and reports submitted by seniors and colleagues.

1.5Population and sampling:

For this study we conducted survey on 50 people. Out of 50, we got responds from29
people.

1.6 Study Tools:

To achieve the objectives of study, the various and financial tools have been used in
the study. Pie chart statistical graphic is used to compare and to evaluate that of which
telecommunication service provider uses best promotional strategy.

1.7 Limitation of study

 The time to complete this report was very limited.

 We were unable to interview top managers , BOD’S of selected organizations.

 Some of the information was extracted from the website, magazines so that
data may not be accurate and updated.

 Insufficient budget for the research activities is another problem of this

research.

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1.8Literature review

This chapter is concerned with review of literature related to telecommunication

services. Past knowledge and findings are very much important. For this study,
journals, articles and some research reports related with this topic have been reviewed.
“Marketing is a social and managerial process by which individuals and groups obtain
what they need and want, through creating, offering and exchanging products of value
with others”. Philip Kotler. Marketing has great role for the success of any
organization. Marketing includes all those activities having to do with effecting
changes in the ownership and possession of goods and services. It is that part of
economics which deals with the creation of time, place and possession utilities and that
phase of business activity through which human wants are satisfied, by the exchange of
goods and services for some valuable consideration-American Marketing Association.
Marketing consist of several activities defined as marketing mix. It consists of product,
place, price and promotion. Promotions refer to the entire set of activities, which
communicate the product, brand or service to the user. The idea is to make people
aware, attract and induce to buy the product, in preference over others. There are
several types of promotions. Above the line promotions include advertising, press
releases, consumer promotions(schemes, discounts, contests) while below the line
include trade discounts, freebies, incentive trips, awards and so on.
According to the U.S. Communications Act of 1934 and Telecommunications Act of
1996, the definition of telecommunications service is "the offering of
telecommunications for a fee directly to the public, or to such classes of users as to be
effectively available directly to the public, regardless of the facilities used."
Telecommunications, in turn, is defined as "the transmission, between or among points
specified by the user, of information of the user’s choosing, without change in the form
or content of the information as sent and received.” In Nepal there are two main
telecommunication providers i.e. NTC and Ncell.

In the present competitive scenario, Nepal Telecom is the only service provider that has
been providing rich and quality network services at affordable price throughout the
country. NT serves over 45 percent of voice customers and over 57 percent of the total
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data users across the country. This growth in market share has been possible even in the
presence of stiff competition with other telecom operators and the ISPs. As the
incumbent operator, Nepal Telecom is concentrating its efforts to expand service
coverage in remote areas of the country and reach the under-served population. In the
FY 2012/13, the customer-base had grown by 1
8.30 percent than that in the year earlier to reach 9.17 million. In comparison to this,
customer base has grown by 18.83 From the Desk of Managing Director percent to
reach 10.9 million in the FY 2013/14. Similarly, the Internet customer base has grown
by 1.42 million than that of the previous year and has exceeded 4.7 million in the FY
2013/14.

The managing director of Nepal Telecom, Buddhi Prasad Acharya told that “We want
Nepal Telecommunication to respond on our request so that we can work for 4G in
Nepal right way.” He furthermore added “We cannot procure technology as fast as
private sector can and we have to compete private sectors which have great impact for
making our service full of good quality”. It has been more than one year since Nepal
Telecom has drafted an application for the approval to launch 4G in Nepal. Besides
increasing the quality of services, NTC is also increasing its efforts on the promotion
activities.

Corporate Communication Director of Ncell Sanju Koirala says, “We believe in living
in the heart of Nepalese people. We continue make efforts to provide better services to
our customers with the effective communication. Ncell is with you always”. Ncell has
new technologies and thoughts that attract many customers across Nepal which leave
behind other telecommunications in competitive market. People across Nepal complain
about the charges and taxes it takes. It organizes several IT related programmes, Sport-
tournaments and sale smart phones being a carrier. Recently, the company announced
that it will be launching 4G technology in the near future.

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Ncell is continuously making effort to provide better services to the wider Nepalese
customers. It is spending millions of rupees on the promotion of its services. Erim
Taylanlar, CEO of Ncell says that the slogan “Ncell With you, always’, has created the
sense of belongingness to the Nepalese people. Ncell is continuously making effort to
promote its services in Nepalese market. There is revelry between Ncell and NTC to
serve the Nepalese society. However, the main concern is if they are fulfilling all the
services to the customers as per their claim during their promotion.

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 CHAPTER TWO

DATA PRESENTATION AND ANALYSIS

For this research 50 people were requested to fill up the questionnaire Out of 50
people we got responds from 29. Among 29 people who responded 3 people were
aged 30- 40 years of age while the other responded aged 20-28 years.

2.1 Data Presentation

Table 1: allows call and receiving immediately

Ncell 40%

NTC 60%

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 Allows calling and receiving call immediately
Ntc Ncell

40.00%

60.00%

Figure 1: Allows calling and receiving call immediately

This depicts that out of 29 respondents, 40 % think that Ncell allows calling or
receiving call immediately and 60% think that NTC allows calling or receiving call
immediately.

Table-2 clear voice quality

NTC 57.1%
Ncell 48.3%

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 voice clear quality
ncell NTC

48.30%
51.70%

Figure 2 has clear voice quality

The figure shows that out of 29 respondents, 57.1 % feel like NTC has a more clear
voice quality that Ncell, while 48.3 % feel that Ncell has more clear voice quality
than NTC.

Table-3: In case of roaming services

NTC 62.1%
Ncell 37.9%

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 Roaming services
NTC Ncell 4th Qtr

37.90%

62.10%

Figure 3 Roaming services

The figure illustrates that out of 29 respondents 62.1% would like to carry NTC while
going out of valley while only 37.9% would prefer to carry Ncell.

Table -4 sending and receive SMS timely

NTC 39.3%
Ncell 60.7%

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 Send and receive SMS timely
NTC Ncell

39.30%

60.70%

Figure 4 Timely SMS

The figure display that out of 28 respondents, 60.7% thinks that Ncell allows allowing and
sending SMS instantly while 39.3% thinks that NTC allows sending and receiving SMS
instantly.

Table-5 overall low phone tariff

NTC 92.9%
Ncell 7.1%

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 overall low phone tarif
NTC Ncell

22.50%

77.50%

Figure 5 Phone tariff

The figure above depicts that out of 28 respondents only 7.1% of population believes that
NCell adds upon no hidden costs while the remaining majority i.e. 92.9% believes that NTC
allows overall low tariff with no hidden costs involved.

Table-6 Most satisfaction through service

NTC 58.6%
Ncell 41.4%

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 More satisfaction through service
Ncell NTC

41.40%

58.60%

Figure 6 : Service satisfaction

The figure above displays that NTC brings over more satisfaction among people that
Ncell. Out of 29 respondents 58.6% are found to be satisfied through the services of
NTC and 41.4% of respondents are satisfied with the services of Ncell.

Table-7 Provide good internet service

NTC 32.1%
Ncell 67.9%

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 Sales

NTC
Ncell

Figure 7 Internet service

The figure shows that out of 28 respondents, 67.9% believes that Ncell provides good
internet services while only 32.1% believes that NTC provides good internet services.

Table-8 Recharge card or sim availability easily

NTC 28.6%
Ncell 71.4%

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 Sales
Ncell NTC

28.07%

71.93%

Figure 8: Sim card availability

The figure above depicts that out of 28 respondents only 28.6 % finds NTC recharge
and sim card easily while 71.4% finds Ncell’s recharge card and sim card easily.

Table-9 Relaible service

NTC 44.8%
Ncell 55.2%

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 Relaible service

Ncell
NTC

Figure 9 Reliable service

The figure above shows that out of 29 respondents, there is not much variation is
relying highly reliable while 44.8% of respondents believes Ncell service is highly
reliable.

Table- 10 uses best promotional strategy

NTC 31%
Ncell 69%

Figure 10 Promotional strategy

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 This was the open end question and 29 people responded to it. Among the respondent
69% of them thought that Ncell was using the promotional strategies that NTC due a
number of reasons.

2.2 Data Analysis

From the above data representation we found that in terms of convenience and
services Ncell dominates the NTC. Majority of people in the survey prefer Ncell in
terms of internet services, timely access of SMS, voice quality, availability of
recharge card and reliability. However it has been found that though the Ncell
provides better services people are more satisfied using NTC because they think that
Ncell charge hidden costs and roaming services. In case of promotional strategy we
found that in compare to NTC, Ncell uses best promotional strategy. 69% of people
perceived Ncell as a best advertiser.

2.3 Major Findings

From our primary survey we found that the Ncell has been using best
promotional strategy. We found the following reasons for choosing Ncell as a best
advertiser by the respondents.
 Ncell uses best promostional strategy. Its video advertisements are very creative
and worth watching. NTC doesn't need any advertisement. It's more on demand
despite any advertisements. However, it would be better if NTC too brought
creative advertisements like that of Ncell. The promotional attempts of NTC are
really lesser than that of Ncell.
 Ncell focuses on marketing and ability to decide/implement quickly.
 NTC don't need it but Ncell has been using good PS for adding more customers
in their list.
 Ncell is more reliable.
 Ncell frequently introduces various promotional schemes which matches
customer needs and their promotional activities are focused on attracting
youths.
 Ncell spends higher in advertisements.
 Ncell using best promotional strategy with customer satisfaction.
 Ncell, customized service and different ads.
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  Ncell is attractive and touches human feelings.
 Ncell has strong brand
 Ncell uses best promotional strategy because it has a lot of advertisements as
well as brings various plans on different occasions.

2.2.1 Ncell
During our secondary study we found that the Ncell is following several promotion
strategy. Some of the major strategies are following:

1. Ncell Nepal Literature Festival

The sole sponsor of the Festival, Ncell, the leading telecommunication company in
Nepal, reaffirms its commitment to the slogan 'Here for Nepal' by continuing its
financial support towards the promotion of Nepali literature. The organizer of the
Festival, The Bookworm Foundation hopes that by bringing writers and readers
together in one forum for literary conversations, the Festival will help broaden the
scope and quality of Nepali literature. The Festival will have panel discussions, poetry
recitals and book launch and signings, and much more. Lovers of literature will get a
chance to rub their shoulders with the national and international literary stars, engage in
racy dialogues, and grab a book and get it signed by their favourite writers.

2. Ncell makes calling India more reasonable

Ncell has announced reduced fares while calling to India from its network. All calls to
India will now cost only Rs. 2.99 per minute compared to the previous rate of Rs. 6.
(Without tax) with the pulse for the call 60 seconds. The rate will be same for peak
hours and off hours.

3. Short Number and Bulk SMS Service

Ncell claim to provide the cheapest, fastest and the most reliable gateway for bulk
SMSs. They even guarantee the lowest price and user satisfaction.

4. Ncell Purple Saturday 2070(Durbar Marg street festival)

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 Ncell purple festival was mainly aimed at maintaining good relations with the
customers through the entertainment loaded event. Whenever the customers
remembered the event they would also remember Ncell.

5. “Ncell Recharge and Win”

Promotion is for the prepaid voice subscribers of Ncell Private Limited ("Ncell"). The
participants will be provided with registration of one code number for every recharge
of multiple Rs.100. The received code numbers are eligible only for the particular
week which gives chance to win 1 car for 1 winner, 5 tola gold for 1 winner and 1 bike
for 1 winner. Bonus balance of Rs. 100 given to 5000 customers will be valid for 7
days from the date of addition of bonus.

6. Ncell reduces rates to Rs.1.99 per minute

“Enjoy calling at a single rate anytime, anywhere within Nepal”

7. Sajilo starter SIM of Rs.99 only

8. Ncell Gaun

It has painted the roofs of houses in Manakamana (which can be seen from cable car
and that place is also called as Ncell Gaun by local peoples).

9. Flash moves

A group of people dance who belongs to Ncell, illustrating a cause, in the public area.

2.2.2 NTC
NTC is also spending its resources on the promotion of its services. During our study
we found that NTC is conducting following promotion strategy that has got the light
of importance:

1. Bagmati clean-up campaign

2. NTC provides solution to result query

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 3. Nepal telecom corporate futsal league
4. Dashain, Tihar and Chat offer
5. Football sponsorship with Nepal Police
6. Prabhatpheri
7. International telecommunication day( night data package) on 2073-2-3
8. SLC sim offer
9. +2 sim offer

CHAPTER THREE
SUMMARY AND CONCLUSION

3.1 Summary

This report is prepared for the purpose of fulfilment of the partial requirement of the
degree of bachelor in business administration. The project is typically based on the
subject “Study of Telecommunication Services on Their Promotional Strategy”
(Comparative study of NCELL & NTC).

The theoretical factors of a components of the subject area this research report is
basically targeted to the real world practices. This study compares the two biggest
telecommunication services in Nepal in term s of satisfaction among the people through
their services and best promotional policies they use to promote their brand.

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NTC & NCELL are sort of competitors in Nepal, NCELL work very hard on their
promotional activities but NTC does not work much, hence it would be good if NTC to
make a little more efforts for its promotion.

NCELL does many activities that touches the heart of people and compel to them to use
NCELL. In the present competitive scenario, Nepal Telecom is the only service
provider that has been providing rich and quality network services at affordable price
throughout the country.

NT serves over 45 percent of voice customers and over 57 percent of the total data
users across the country. This growth in market share has been possible even in the
presence of stiff competition with other telecom operators and the ISPs. As the
incumbent operator, Nepal Telecom is concentrating its efforts to expand service
coverage in remote areas of the country and reach the under-served population.

3.2 Conclusion

Promotional strategy is a process that can allow an organization to concentrate its

limited resources on the greatest opportunities to increase sales and achieve a
sustainable, competitive advantage. Through this study we can conclude that Ncell
uses a better promotional strategy than NTC. Much things are done by Ncell to
promote the brand and bring more awareness among the people. Ncell is a private
entity and such things are highly important for its promotion and awareness. However
NTC is a state owned entity and nothing much is done for its promotion. During this
study we also found that Nepalese trust state owned entity more than a private one.
Hence, this factor i.e. trust for a public entity requires much lesser promotion of NTC
in Nepal.

Moreover, Ncell does many of the things that would attract more audience and
compel people to use their services through different innovative ideas and offers.
Ncell believes in continuous research activities so that it could address the recent need

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 sof the people. This study shows that NTC does not work even half for such activities
unlike the Ncell does.

This study further helps to draw several conclusion regarding the comparison between
NTC and Ncell in terms of satisfaction through service, internet facilities, roaming
facilities, instant text replying, instant receiving and calling and so on.

This study is an inspirational case study which compares the two biggest
telecommunication services in Nepal in terms of the satisfaction among people
through their services and the best promotional policies they use to promote their
brand. This study can be helpful for the further research activities in the
telecommunication field.

Through this study the following recommendations can be made:

 NTC and Ncell are sort of competitors in Nepal, Ncell works very hard on
promotional activities but NTC does not work much, hence it would be good if
NTC could make a little more efforts for its promotion.
 Ncell does many activities that touches the heart of people and compel them to
use Ncell, but the only factor that pulls them down is the cost factors, hence
Ncell could capture high market share if it could lower its cost of services.

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References:

 Aryal, R. (2015) Environmental Analysis of Nepal Telecom. Retrieved 25 July

2015.
 Gautam, D.K (2014). Micro finance for poverty reduction; A case of NUB. New
Delhi, India: Bloomsbury.
 Gautam D.K & Ghimire, S.B. (2015). Human resource information system and
its role on strategic human resource management. In Dhurba Kumar Gautam, and
Yuvabaraja Seegodu
 Government of Nepal (GoN). (2015). Economic survey of Government of
Nepal, Ministry of Finance. Kathmandu: Government of Nepal. Hellopaisa (2015).
 Nepal Telecom. Retrieved 22 July 2015,Retrieved 14 July 2015, Economic
Review.
 Mission, Vision and Goals. Retrieved 12 July 2015.
 A Project Report on Nepal Telecom. Retrieved 25 June 2015.
 Doing business in Nepal. Retrieved 30 October 2013.

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Appendices:
 How many times do you receive call in a day ?
a. 1 b. 2 c. 5 d. More than
five
 Which service do you prefer more ?
a. NTC b. Ncell c. Both d. Any other
 Are you satisfy with the internet service of NTC ?
a. Fully agree b. Agree c. Neutral d. Disagree

e. Fully disagree

 Are you satisfy with the internet service of Ncell ?

a. Fully agree b. Agree c. Neutral d. Disagree

e. Fully disagree

 Which service has more interconnection issue ?

a. NTC b. Ncell
 Which service charges high rate on call service ?
a. NTC b. Ncell
 Are you satisfy with the service provided by NTC ?
a. Fully agree b. Agree c. Neutral d. Disagree

e. Fully disagree

 Are you satisfy with the service provided by Ncell ?

a. Fully agree b. Agree c. Neutral d. Disagree

e. Fully disagreez

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