A COMPARATIVE STUDY OF BRAND PRAMOTION STRATEGIES OF AIRTEL, RELIANCE & B.S.N.L. PIONEER INSTITUTE OF PROFESSIONAL STUDIES INDORE (M.P.) 452001 RESEARCH PAPER ON A COMPARATIVE STUDY OF BRAND PRAMOTION STRATEGIES OF AIRTEL, RELIANCE & B.S.N.L. SUBMITTED TO SUBMITTED BY PROF. NIHIT JAISWAL DUSHYANT KANGO (M.B.A. III nd Sem.) PIONEER INSTITUTE OF PROFESSIONAL STUDIES, (INDORE) Page 1
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A COMPARATIVE STUDY OF BRAND PRAMOTION STRATEGIES OF AIRTEL, RELIANCE & B.S.N.L.
PIONEER INSTITUTE OF PROFESSIONAL STUDIES
INDORE (M.P.) 452001
RESEARCH PAPER
ON
A COMPARATIVE STUDY OF BRAND PRAMOTION STRATEGIES OF AIRTEL, RELIANCE & B.S.N.L.
SUBMITTED TO SUBMITTED BY
PROF. NIHIT JAISWAL DUSHYANT KANGO (M.B.A. IIInd Sem.)
PIONEER INSTITUTE OF PROFESSIONAL STUDIES, (INDORE) Page 1
A COMPARATIVE STUDY OF BRAND PRAMOTION STRATEGIES OF AIRTEL, RELIANCE & B.S.N.L.
6) ANNEXURES: QUESTIONNAIRE RESULT OF FACTOR ANALYSIS TABULATION OF DATA
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A COMPARATIVE STUDY OF BRAND PRAMOTION STRATEGIES OF AIRTEL, RELIANCE & B.S.N.L.
Abstract
The benefit of sales promotions is that they induce choice. However, this benefit may be offset by undermining preference for the brand when it is no longer promoted. Despite the fact that sales promotions have long been employed in marketing practice and researched academically, a clear understanding of the impact of sales promotion on post-promotion brand preference continues to evade brand managers and marketing scholars alike. This manuscript attempts to provide insight on the effects of sales promotions on brand preference by integrating results from 51 studies on the subject. Our meta-analysis suggests that, on average, sales promotions do not affect post-promotion brand preference. However, depending upon characteristic of the sales promotion and the promoted product, promotions can either increase or decrease preference for a brand. The empirical results provide insights for crafting promotion strategy and for understanding the process by which promotions influence brand preferences
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A COMPARATIVE STUDY OF BRAND PRAMOTION STRATEGIES OF AIRTEL, RELIANCE & B.S.N.L.
CONCEPTUAL FRAMEWORK:
BRAND
A brand is the set of values, ideals, strengths and weaknesses that become tied to your business" A brand carries with it the power to inspire and influence your customers; it creates a set of subconscious associations in their minds and sets you apart from the herd”. A brand is a product, service, or concept that is publicly distinguished from other products, services, or concepts so that it can be easily communicated and usually marketed. a brand name is the name of the distinctive product, service, or concept. Branding is the process of creating and disseminating the brand name. Branding can be applied to the entire corporate identity as well as to individual product and service names.
PROMOTION
Promotion is an important marketing force the provides an extra incentive (usually short term in nature) for consumers, the trade. The sales force and other influential groups.
STRATEGY
Strategy is alternative chosen to make happen a desired future, such as achievement of a goal or solution to a problem. Art and science of planning and marshalling resources for their most efficient and effective use. The term is derived from the Greek word for generalship or leading an army.
BRAND PROMOTION STRATEGIES
Promotion by product attributes and benefits.
Promotion by Price/ Quality.
Promotion by use or application.
Promotion by product class.
Promotion by product user.
Promotion by competitors.
Promotion by cultural symbols.
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A COMPARATIVE STUDY OF BRAND PRAMOTION STRATEGIES OF AIRTEL, RELIANCE & B.S.N.L.
COMPANY PROFILE OF BSNL
Bharat Sanchar Nigam Ltd. formed in October, 2000, is World's 7th largest Telecommunications Company providing comprehensive range of telecom services in India: Wire line, CDMA mobile, GSM Mobile, Internet, Broadband, Carrier service, MPLS-VPN, VSAT, VoIP services, IN Services etc. Presently it is one of the largest & leading public sector units in India. BSNL has installed Quality Telecom Network in the country and now focusing on improving it, expanding the network, introducing new telecom services with ICT applications in villages and wining customer's confidence. Today, it has about 47.3 million line basic telephone capacity, 4 million WLL capacity, 48.11 Million GSM Capacity, more than 37382 fixed exchanges, 44966 BTS, 3140 Node B ( 3G BTS), 287 Satellite Stations, 480196 Rkm of OFC Cable, 63730 Rkm of Microwave Network connecting 602 Districts, 7330 cities/towns and 5.5 Lakhs villages.
BSNL is the only service provider, making focused efforts and planned initiatives to bridge the Rural-Urban Digital Divide ICT sector. In fact there is no telecom operator in the country to beat its reach with its wide network giving services in every nook & corner of country and operates across India except Delhi & Mumbai. Whether it is inaccessible areas of Siachen glacier and North-eastern region of the country. BSNL serves its customers with its wide bouquet of telecom services.
COMPANY PROFILE OF AIRTEL
Airtel is the biggest telecom service provider of India with 116 million customers in 21 states. Bharti Tele-Ventures is a private sector telecommunications services provider with an aggregate of over 117.53 million customers as of December 2009. The company is the only operator to provide mobile services in all the 28 circles in India and also provides telephone services and Internet access over DSL in 15 circles. The company also has a submarine cable landing station at Chennai, which connects the submarine cable connecting Chennai and Singapore and is part of the consortium, which jointly owns and has developed the next generation undersea cable system SEA-ME-WE-4. The company provides reliable end-to-end data and enterprise services to the corporate customers by leveraging its nationwide fiber optic backbone, last mile connectivity in fixed-line and mobile circles, VSATs, ISP and international bandwidth access through the gateways and landing station. The Company was the first private operator to provide mobile services in all the 23 circles in India. The Company also provides telephone services and Internet access over DSL in 15 circles. The Company complements its mobile, broadband & telephone services with national and international long distance services. The Company also has a submarine cable landing station at Chennai, which connects the submarine cable connecting Chennai and Singapore.
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A COMPARATIVE STUDY OF BRAND PRAMOTION STRATEGIES OF AIRTEL, RELIANCE & B.S.N.L.
Bharti Enterprises has successfully focused its strategy on telecom while straddling diverse fields of business. From the creation of 'Airtel', one of India's finest brands, to becoming the largest manufacturer and exporter of world class telecom terminals under its 'Beetel' brand, Bharti has created a significant position for itself in the global telecommunications sector.
COMPANY PROFILE OF RELIANCE
Reliance Communications (formerly Reliance Communications Ventures) is one of India's largest providers of integrated communications services. The company has more than 100 million customers and serves individual consumers, enterprises, and carriers, providing wireless, wireline, long distance, voice, data, and internet communications services through a number of operating subsidiaries. The company sells communications and digital entertainment products and services through its chain of Reliance Web World retail outlets. The company's Reliance Infocomm subsidiary provides wireless communications services throughout India. Reliance Communications is part of the Reliance - Anil Dhirubhai Ambani Group. The current network expansion undertaken by Reliance is the largest wireless network expansion undertaken by any operator across the world.It was with this belief in mind that Reliance Communications (formerly Reliance Infocomm) started laying 60,000 route kilometres of a pan-India fibre optic backbone.
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A COMPARATIVE STUDY OF BRAND PRAMOTION STRATEGIES OF AIRTEL, RELIANCE & B.S.N.L.
LITERATURE REVIEW
The Research conducted by D. Sudharani Ravindran, Hari Sundar. G. Ram on The Effect of Brand Promotion Strategies on consumer behavior and perception concluded that the Brand Promotion does not influence the perception of Brand attributes specially technological attributes.
The Research conducted by T. Vanniarajn, P Gurunathan on the Cellular Service Market concluded that in the competitive world of today the service providers should understand how to enrich the customer loyalty so as to sustain with their Brand in market. The Service providers must concentrate their effects on improving core and value added service quality which will result in higher customer quality. The Cellular Service provider should increase their coverage areas, clarity of sound, variety of Top-Up and other schemas which will help in gaining loyal customers.
The effect of sales promotion on post-promotion brand preference: A meta-analysis
Abstract
The benefit of sales promotions is that they induce choice. However, this benefit may be offset by undermining preference for the brand when it is no longer promoted. Despite the fact that sales promotions have long been employed in marketing practice and researched academically, a clear understanding of the impact of sales promotion on post-promotion brand preference continues to evade brand managers and marketing scholars alike. This manuscript attempts to provide insight on the effects of sales promotions on brand preference by integrating results from 51 studies on the subject. Our meta-analysis suggests that, on average, sales promotions do not affect post-promotion brand preference. However, depending upon characteristic of the sales promotion and the promoted product, promotions can either increase or decrease preference for a brand. The empirical results provide insights for crafting promotion strategy and for understanding the process by which promotions influence brand preferences..
LITERATURE REVIEW : Influence on Consumer Buying behavior of Mobile Phone
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Advertisers must remember that advertising messages are interpretend differently
between different genders (Maldonando, Tansuhaj & Muehling, 2003; Hogg & Garrow,
2003; Putrevu, 2001).Prevoius study have proven that females were more likely to
engagae in elaboration than men (Maldonado & Muehling, 2003). Hogg and Garrow
(2003) found that women paid more intention about the details of the characters of an ad
when asked to analyze advertising messages. They said that this may be explained by the
fact that females have a greater tendency than men to consider external information and
information related to others. Women are ‘comprehensive processors’ who try to gather
all available information about the product.
In building brand preferences, Alreck and Settle (1999) proposed six strategies:
1) Need association- the product/brand linked to need through repeated messages.
2) Mood associations- brands should be associated with good feelings through
slogans,songs. 3) Subconscious motivation-use of symbol to excite consumers’ subconscious motives. 4) Behaviour modification-consumers are conditioned to buy the brand by controlling cues and rewards. 5) Cognitif processing-penetrating perceptual and cognitive barriers to create favourable attitudes towards the brand/product.
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Consumer perception and its choice mobile telecom service provider in Malaysia.ABSTRACT
The growth rate in the Malaysian telecommunication sector had been affected badly over the last decade by economic crisis of the late 1990's. Thereafter, it was potential for exponential market growth attracted new players to this business, which turns lead competition to dramatically increases. Nowadays they are trying to attract customer by offering aggressive price promotion. As competition is increasing among the companies, it is necessary for them to know about the consumers' perception about the price, promotion, product and the other important factors that are playing a vital role to choose the telecommunication service providers. This study aims to find out what are critical factors those are playing an important role to select the telecommunication service provider. Result provides a comprehensive analysis of the important factors for playing an important role for the customer to select the telecommunication service provider. The analysis confirms the significant positive relationship of price, service quality, product quality and availability, and promotional offer for consumer perception. These factors are expected to have a great role during the time to choose telecommunication service provider. In conclusion, practitioners can be deriving a better understanding of the activities that are being played a vital role for the consumer perception.
Customer Retention: With Special Reference to Telecommunication Industry..
K. A. Silva
Lanka Com Services (Pvt) Limited, Colombo, Sri Lanka
S. T. W. S. Yapa
Department of Decision sciences, University of Sri Jayewardenepura,
Customer Loyalty
Customer loyalty is viewed as the strength of the relationship between an individual’s relative attitude and repeat patronage. The relationship is seen as mediated by social norms and situational factors. Cognitive, affective, and conative antecedents of relative attitude are identified as contributing to loyalty, along with motivational, perceptual, and behavioural consequences ( Dick and Basu , 1994).
In the customer centred business, survival remains to the degree that customer satisfaction is met. Previous research studies have shows that the repurchase intent was the main benefit of customer retention. However, some had identified multiple benefits like repurchase intent, price tolerance,
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A COMPARATIVE STUDY OF BRAND PRAMOTION STRATEGIES OF AIRTEL, RELIANCE & B.S.N.L.
willingness to recommend etc. In reaching retention, vendors should manage satisfaction and consequences of Customer Loyalty (Naranyandas, 1998). Loyalty too has a pyramid effect that suggests of having hierarchy in loyalty levels between customer and vendor. Change in loyalty level will manifest itself in the presence of specific attitude and behaviour (Aaker, 1991).
Customer loyalty and satisfaction are integral part of customer retention process. Customer Retention is a primary measure of loyalty. There is a positive relationship between changes in satisfaction and share of wallet. In particular, the initial satisfaction level and the conditional percentage of change in satisfaction significantly correspond to changes in share of wallet. Income and length of the relationship negatively moderate this relationship (Cooil et al., 2007). Loyalty and retention although positively moderate with share of wallet it is necessary to examine the cost of maintaining the particular customer. It is not guaranteed that every customer retention generates contribution. Therefore the concept of Customer lifetime Value (CLV) plays an important role.
N
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A COMPARATIVE STUDY OF BRAND PRAMOTION STRATEGIES OF AIRTEL, RELIANCE & B.S.N.L.
RATIONALE OF THE STUDY
Over the last few years, the telecom industry in India has been going through a period of intense change. Needs of the retail as well as corporate customers are changing and their expectations in terms of service and quality are getting more demanding. BSNL is facing increasingly stiff competition from private players like AIRTEL & Reliance. Over the recent past, BSNL’s performance has come under considerable pressure. It has not been able to grow in line with the market and has been steadily losing market share. The lack of top-line growth coupled with increasing costs has put pressure on BSNL’s operating performance in the past few years. BSNL, RELIANCE & AIRTEL has developed an overall strategy and transformation plan for the organization. BSNL, RELIANCE & AIRTEL is a firm has extensive experience working with working with major telecom in India on issues of strategy, sales & marketing strategy and large scale transformations. BSNL, RELIANCE & AIRTEL has significant experience of working with large Public Sector undertakings to help them define and implement their change agenda. This transformation exercise, called Project SHIKHAR, will cover development of an overall strategic agenda across BSNL’s key businesses including customer segmentation, sales channel management as well as product management. It will also look at appropriate strategic initiatives in operations as well as in Human Resource Management in order to implement the new strategy effectively. All this is aimed at making BSNL more capable to thrive in a very competitive market place.
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OBJECTIVES
To compare consumer buying behavior towards selection of BSNL,AIRTEL,RELIANCE...
To carry out the comparative analysis between brand promotion strategies of BSNL, Airtel & Reliance.
To suggest a Brand promotion strategies which will able to meet organizations objectives.
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TYPE OF RESEARCH METHODLOGY
EXPLORATORY RESEARCH METHODOLOGY
Achieving accuracy in any research requires a deep study regarding the subject. As the prime objective of the project is the comparision of the brand promotion strategies of airtel, reliance and bsnl and the impact of Brand Promotion Strategies on consumer’s buying behavior.
The research methodology adopted is basically based on primary data via which the most recent and accurate piece of first hand information could be collected. Secondary data has been used to support primary data wherever needed. Primary data was collected using the following techniques :-
Questionnaire Method Direct Interview Method Observation Method
The main tool used was, the questionnaire method. Further direct interview method, where a face-to-face formal interview was taken. Lastly observation method has been continuous with the questionnaire method, as one continuously observes the surrounding environment he works in.
DATA COLLECTION METHOD
Two type of data has been collected.
Primary data Secondary data
Primary dataprimary data is that which is the collected for the fist time and thus happen to be
originated in character. Questionnaire survey: In the studies a questionnaire is prepared. The questionnaire consists of different close ended & open ended questions. Secondary data
Secondary data refer to the data that has been already collected .the secondary data, which has been used to carry out this study, are as follow: Books, journals, magazines, newspapers, industry reports company’s internet site other relevant studies material and Website.
Sample unit :- Indore
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The research process was done by interacting with number of cosumers during the activities performed, which included, markets, cold calling, canopies, etc. Sample Design consists of random sampling
Sample size:-100
METHOD OF COLLECTION
Field procedure for gathering primary data included observation and interviews are scheduled, the questionnaires were filed by the respondents. . Interview
Personal interviews through self administered survey was done to collect the data, market research was undertaken, that was accomplished by performing various activities design.
Questionnaire
The questionnaire was formulated by keeping in mind the following points: -
Giving the respondents clear comprehension of the question. Inducing the respondents to co-operate. Giving instructions as to what is needed. Identifying the needs to be known.
ACTIVITIES THROUGH WHICH DATA HAS BEEN COLLECTED
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The date during which questionnaires were filled.
Some dealers were also interviewed to know their prospective.
Interviews with the managers of GSM service providers were also conducted.
Finally the collected data and information was analyzed and compiled to arrive at
the conclusion and recommendations given.
Sources of secondary data.
Used to obtain information on, Bharti’s history, current issues,
policies, procedures etc, wherever required.
o Internet
o Magazines
o Newspapers
o Journals
LIMITATIONS
The following were the limitations that were there during the course of the study:
Limited time period.
Less number of respondents.
Biasness of the respondents.
Primary data was collected using the following techniques
Questionnaire Method
Direct Interview Method
Observation Method
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A COMPARATIVE STUDY OF BRAND PRAMOTION STRATEGIES OF AIRTEL, RELIANCE & B.S.N.L.
The main tool used was, the questionnaire method. Further direct interview
method, where a face-to-face formal interview was taken. Lastly observation
method has been continuous with the questionnaire method, as one continuously
observes the surrounding environment he works in.
TOOLS USED FOR DATA ANALYSIS
The collected data will be analyzed by the tabulation method and will be
presented through Bar graph and Pie charts.
On the basis of collected data we will have the evaluation of Brand Promotion
Strategies.
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RESULTS & DISCUSSION
CONSUMER BUYING BEHAVIOUR
Customer’s rating on 1 to 5 point scale (1 least, 5 highest) for selection of their service provider as per their preference.
Table no.1:- Showing the frequency of respondents rating towards selection of BSNL
Frequency of scores
1 2 3 4 5 Total
Parameters
Brand credibility 2 10 8 6 4 90
Call Rates 7 5 10 3 4 79
SMS Rates 2 4 14 3 7 99
MMS facility 0 8 12 6 4 96
Schemes provided 3 4 5 11 7 105
Availability 3 11 2 8 6 93
Network Coverage 7 7 6 6 4 83
Value Added Services 0 6 9 7 8 107
Tariff Plans 2 3 11 6 8 105
Working Note:-Total=∑(Point scale*frequency)
-
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Discussion:-
From above tables & pie charts we have concluded that schemes,tariif plans & value added services are the most emphasized parameters on which consumer has selected BSNL as their service provider.
Schemes of BSNL are:- Double talk time 50% extra talk time Life time schemes in just 51 Rs with additional balance of RS 40/-
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Table no.2 :-Showing the frequency of respondents rating towards selection AIRTEL
Frequency of scores
PARAMETERS
1 2 3 4 5 Total
Brand credibility 1 3 10 5 11 112
Call Rates 5 5 6 4 11 104
SMS Rates 2 4 6 8 10 110
MMS facility 3 4 7 9 7 100
Schemes provided 4 5 10 5 6 94
Availability 4 5 7 9 5 91
Network Coverage 6 7 4 5 9 97
Value Added Services 2 7 11 5 5 94
Tariff Plans 4 5 4 7 10 104
Working Note:-Total=∑(Point scale*frequency)
Discussion
Scores from above table suggests that consumers have selected Airtel as service provider is due to its brand image, calls &SMS rates, network coverage
Following are reasons for its success;-.
Brand credibility:- Airtel has been able to create brand image by its promotional strategies and ad campaigns like express yourself etc..in eyes of consumers..
Call rates
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1 paisa per second
50 paisa per minute local numbers
50 paisa per minute STD numbers.
SMS rates
Rs 20-A –A 300 msg
Rs 50- 300 sms per day
Rs 100-500 sms per day
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Table no.3:- Showing the frequency of respondents rating towards selection of
RELIANCE:
Frequency of scores
PARAMETER
1 2 3 4 5 Total
Brand credibility 2 3 4 6 12 108
Call Rates 1 4 5 8 13 122
SMS Rates 2 6 10 6 6 98
MMS facility 4 4 11 3 1 72
Schemes provided 2 4 9 8 7 104
Availability 1 5 11 3 5 91
Network Coverage 1 10 9 6 4 104
Value Added Services 1 7 11 4 9 109
Tariff Plans 2 7 5 6 10 95
Working Note:-Total=∑(Point scale*frequency)
Interpretation
Reliance with its punch line India’s number 1 network and karlo duniya muthi mein.. has created their distinct brand image in eyes of the consumer. Thus many consumers purchase reliance because of its band image.
Call rates
1 paisa / second
50 paisa/ second
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1 Rs/ 3 minute
Tariff Plans
299 unlimited calling.
499 unlimited calling.
CONSUMER'S SOURCES OF INFORMATION
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Consumers of airtel and reliance buy products through dealer network in comparison to other sources, where as bsnl users buys from company outlets.
It is clear from above graph that proper dealer network & selling by physical visits will play an essential role in promotion of telcomm products
FACILITIES USAGE CONSUMERS
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Consumers use mobile phones majorly for calling and sms purpose. Applications like Internet are also being used by the user also.
The future existence of telcom business depends on the users of calling & SMS by the ultimate consumers, other applications such as internet can also play an important role.
AWARENESS OF CONSUMERS TOWARDS DIFFERENTPROMOTIONAL ACTIVITIES
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Consumers get influenced with print and electronic media to get awareness of any telecom product..Company should emphasize on above mentioned sources to develop their products among ultimate consumers ..
MESSAGES EXPECTED BY CONSUMERS CONVEYED THROUGH ADVERTISEMENT
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HOW LONG CONSUMER WANT TO SEE AN ADVERTISEMENT
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Any advertisement should not prolonged for more than a month which should have changes with the different messages and thoughts about products.
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CELEBRITY ENDORSEMENT CONTRIBUTION IN BRAND PROMOTION
According to consumers any celebrity hardly affects the sales of any brand in telecom business..ultimately the same depends on their services and network only.
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Table No. 4
BSNL
Frequency of scores
PARAMETERS
1 2 3 4 5
customer Care services 6 5 11 4 4
Network 4 9 7 4 6
Value added Services 5 12 10 1 2
Applications(internet) 2 4 17 5 2
Table No. 5
AIRTEL
Frequency of scores
PARAMETERS
1 2 3 4 5
customer Care services 4 11 4 6 5
Network 3 4 8 5 10
Value added Services 3 5 11 4 7
Applications(internet) 1 6 2 5 16
Total 11 26 25 20 38
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Table No.6
RELIANCE
Frequency of scores
PARAMETERS
1 2 3 4 5
customer Care services 5 3 8 5 9
Network 2 4 7 11 6
Value added Services 1 8 10 7 4
Applications(internet) 2 10 5 8 5
Total 10 25 30 31 24
INTERPRETATION:-
Above analyzing tables (table no.5 – table no.6) the highest degree of satisfaction level the consumers are satisfied with the various aspects of the different telecom companies in following priorities:-
Services or factors Service Provider
Customer care services Reliance
Network Airtel
Value added services Airtel
Applications Airtel
COMPARISON OF MARKETING STRATEGIES
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Market segmentation
Company
Segments
Airtel Reliance BSNL
Geographical Metropolitan,Semi urban
Urban indiaRural india
Rural india
Demographical All types of income Middle income Middle/low income
From above tables & pie charts we have concluded that the consumer has selected Airtel as their service provider in the following order of preference of the parameter:-
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Brand Credibilty
Sms Rates
Call Rates
Tariff Plans
MMS facility
Network Coverage
Schemes Provided
Value added Services
Availability
Following are reasons for its success;-.
Brand credibility:- Airtel has been able to create brand image by its promotional strategies and ad campaigns like express yourself etc..in eyes of consumers..
Call rates
1 paisa per second
50 paisa per minute local numbers
50 paisa per minute STD numbers.
SMS rates
Rs 20-A –A 300 msg
Rs 50- 300 sms per day
Rs 100-500 sms per day
From above tables & pie charts we have concluded that the consumer has selected Reliance as their service provider in the following order of preference of the parameter:-
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Call rates
Value added services
Brand credibility
Network Coverage
Schemes Provided
SMS Rates
Tariff Plans
Availability
Multimedia messaging
Call rates
1 paisa / second
50 paisa/ second
1 Rs/ 3 minute
Tariff Plans
299 unlimited calling.
499 unlimited calling.
OBJECTIVE II:-
COMPARISON OF MARKETING STRATEGIES
Market segmentation
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Company
Segments
Airtel Reliance BSNL
Geographical Metropolitan,Semi urban
Urban indiaRural india
Rural india
Demographical All types of income Middle income Middle/low income
Airtel n reliance both emphasize on keeping the call ,sms,and std rates low..whereas bsnl call rates are comparatively high but still competitive..
Airtel is having many company otlets across the country and is having a strong coverage..airtel services can be availed in 27 circles..Reliance and bsnl are having comparatively less outlets but the coverage area in villages are superior than airtel
Airtel provides many scheme to its customers like night calling free etc to its customers n its celebrity like sachin shahrukh etc have contributed heavily in their promotion strategy..
Reliance also provides attractive schemes such as unlimited calling free and now also endorsed hrithik as its brand ambassador…
BSNL promotional strategy is not same as airtel but its latest celebrity endorsement deepika padukone has beniffited them a lot..
PIONEER INSTITUTE OF PROFESSIONAL STUDIES, (INDORE) Page 40
A COMPARATIVE STUDY OF BRAND PRAMOTION STRATEGIES OF AIRTEL, RELIANCE & B.S.N.L.
OBJECTIVE III:-
SUGGESTED BRAND PROMOTION STRATEGIES
1. Target Segment
Youth
Business class
Corporate tie-up
2. Geographical
Metropolitan and semi urban
2. Product mix
Low Price
Value Added Services should be increased.
Good Network Coverage
Various prepaid and postpaid tariff.
MMS Rates
3. Marketing strategy
Exhaustive dealer network and media coverage
PIONEER INSTITUTE OF PROFESSIONAL STUDIES, (INDORE) Page 41
A COMPARATIVE STUDY OF BRAND PRAMOTION STRATEGIES OF AIRTEL, RELIANCE & B.S.N.L.
Advertisement
4. Should have Offers available on product
5. Customers expects that the message in the advertisement should primarily cover
the offers provided by telecom providers.
6. Local advertisings budget should be increased.
In the end of our research we have concluded that Airtel, BSNL, Reliance these three major players of telecommunication sector has their own segment of consumers & they have selected them according to their preference.
If a service provider will concentrate on all the aspect that consumer has in selection of service provider than it can dominate the entire telecommunication sector.
FUTURE SCOPE:-
PIONEER INSTITUTE OF PROFESSIONAL STUDIES, (INDORE) Page 42
A COMPARATIVE STUDY OF BRAND PRAMOTION STRATEGIES OF AIRTEL, RELIANCE & B.S.N.L.
REFRENCES
RESEARCH PAPERS
Ohanian, Roobina (1991), “The Impact of Celebrity spokespersons” Perceived
Image on Consumers’ Intention to purchase, “Journal of advertising Research,
31(1),46-53.
Daneshvary, Rennal and R.KeithSchwer (2000) “The Association endorsement
and Consumers Intention to purchase,” Journal of Consumer Marketing, 17(3),
203-213.
Clark, Robert C. and Horstman, Ignatius J. (2003) Celebrity Endorsents