1.Projectsformba.blogspot.com A Project rePort on BhArti Airtel
GrouP comPArAtive AnAlysis of mArKetinG strAteGies of vodAfone
& Airtel suBmitted for the PArtiAl fulfllment of the
requirement for the AwArd of deGree of mAster of Business
AdministrAtion suBmitted to :- suBmitted By:- jAiPur2.2.
Projectsformba.blogspot.com ACKNOWLEDGEMENT I . , sincerely
thankful to all those people who have been giving me anykind of
assistance in the making of this project report.I express my
gratitude to , who has through her vast experience andknowledge has
been able to guide me, both ably and successfully towards
thecompletion of the project. I express my gratitude to Sri Balaji
College of Engineering &Technology, JaipurI would hereby, make
most of the opportunity by expressing my sincerest thanks to allmy
faculties whose teachings gave meconceptual understanding and
clarity ofcomprehension, which ultimately made my job more easy.
Credit also goes toall myfriends whose encouragement kept me in
good stead. Their continuous support hasgiven me the strength and
confdence to complete the project without any difculty. Lastof all
but not the least I would like to acknowledge my gratitude to
therespondents without whom this survey would have been incomplete.
I am also thankful to authority of Airtel & Vodafone for
providing me the information.3.3.
Projectsformba.blogspot.comCONTENT 1. Acknowledgement 2. Contents
3. Declaration 4. objectives of the study 5. introduction of the
topic Telecom sector in India Airtel Vodafone Background Company
profle of Airtel The magic Comparison between marketing strategyof
Bharti Airtel and Vodafone 6. Research Methodology Type of research
methodology Data collection method Method of collection 7. Data
Analysis and Interpretation 8. Swot analysis 9. Suggestion &
Conclusion 10. Recommendations 11. Bibliography 12.
Questionnaire4.4. Projectsformba.blogspot.com DeclarationI, ..
being a student of MBA 2 nd yr. of Sri Balaji College ofEngineering
& Technology, Jaipur. (SBCET),. Hereby declares that the
project reportunder title Comparative Analysis of Marketing
Strategies of Vodafone & Airtel. Is myown work it is the
analysis of the big scale sector of communication. This
projectinvolves the big scale services involved in
telecommunication sector provided by Airteland Vodafone to its
customers. The survey was conducted so as to analyze the big
scalesector prevailing in the current industry and the improvement
that can be made upon it.All care has been taken to keep this
report error free and I sincerely regret for any
unintendeddiscrepancies that might have crept into this report. I
shall be highly obliged if errors (if any) bebrought to my
attention.Thank You5.5. Projectsformba.blogspot.com OBJECTIVE OF
THE STUDY Every organization has to achieve its organization goals.
For this it is very essential for an organization to knowabout the
view of consumers and their competitive products.This survey
research may be also aimed as to estimate potential buyer for the
product. The objective of the study is as under:-1. To identify the
diference between market performance of Airtel industry and
Vodafone.2. To study the market of Airtel Industry and Vodafone on
big scale telecommunication sector.3. To compare various
parametersof marketing strategies, manufacturing process,
technology adopted production policy, advertising, collaboration,
export scenario, future prospect for the two companies and
government policies.4. To study customer buying behavior and
factors which infuence the purchase decision process.5. To know how
the company has been successful in encountering the aggressive
marketing strategies of competitors.6.6.
Projectsformba.blogspot.comTelecom Sector In IndiaThan125 million
telephones network is one of the largest communication networks
inworld, which continues to grow ata blistering pace.The rapid
growth in the telecom sector can be attributed to the various
pro-active andpositive policy measures taken by the government as
well as the dynamic andentrepreneurial spirit of the various
telecom service providers both in private and publicsector. The
telecom sector has shown impressive growth during the past
decade.Today,moreTwo striking features of this growth viz.
increasing preference for mobile phones andhigher contribution of
private sector in the incremental growth have predominated
thetelecom sector. The share of mobile phones (including WLL
mobile) has overtaken theshare of landlines with 62% in the total
number of phones. The private sectors contributionis also
increasing rapidly. Currently more than 30 lakh phones are being
added each monthand it is targeted that by the end of 2010 the
total number of phones may reach a level of350 million taking
thetele-density to more than 30% which is currently at 24.63%.
Network Expansion: The total number of telephone subscribers has
reached 281.62million at the end of January2010 as compared to
232.87 million in July 2009. The overallTeledensity has increased
to 23.63% in January 2010as compared to 21.20% in
August2009.Wireless Service: The wireless segment saw a surge of
78.77 million subscribers lastmonth compared to 78.17 million in
Mar. 2010. This pushed the total wireless subscribersbase to 282.40
million by Apr. 31 2010.7.7. Projectsformba.blogspot.comWire line
Subscribers: The wire line segment subscriber base stood at 39.73
million witha decrease of 0.16 million at the end of Apr.
2010.Teledensity: The gross subscriber base reached 206.83 million
at the end of March 2009.The Teledensity is 24.63%at the end of
Apr. 2010 as compared to 18.31% at the end ofMarch 2009,
registering an increase of 6%.Increasing Role of Private Sector:
The private sector hasplayed a signifcant role in thegrowth of
telecom sector. The share of private sector has risen to 85 per
cent in December2009 from 64.14 per cent in November
2008.TarifRebalancing Measures: There has been a dramatic fall in
the tarifs due toincreased competition. The minimum efective
charges for local calls have fallenconsiderably in recent months
especially for cellular service. The long distance domestic aswell
as international charges have also fallen considerably.Telecom
Regulatory Authority of India (TRAI): TRAI was established under
theTelecom Regulatory Authority of India Act, 1997 enacted on March
28,1997. The goalsand objectives of TRAI are focused towards
providing a regulatory framework thatfacilitates achievement of the
objectives of New Technology Policy (NTP) 1999.TRAI has endeavored
to encourage greater corporation in the telecomsector together
withbetter quality and afordable prices.8.8.
Projectsformba.blogspot.com AIRTELAirtel is a brand of
telecommunication services in India operated by Bharti
Airtel.Airtel is the largest cellular service provider in India in
terms of number ofsubscribers. Bharti Airtel owns the Airtel brand
and provides the following servicesunder the brand name Airtel:
Mobile Services (using GSM Technology), Broadband& Telephone
Services (Fixed line, Internet Connectivity(DSL) and Leased
Line),Long Distance Services and Enterprise Services
(Telecommunications Consultingfor corporates). It has presence in
all 23 circles ofthe country and covers 71% of thecurrent
population (as of FY07).Leading international telecommunication
companies such as Vodafone and SingTelheld partial stakes in Bharti
Airtel.9.9. Projectsformba.blogspot.com VODAFONE ESSARVodafone
Essar, previously Hutchison Essar is a cellular operator in India
that covers 16telecom circles in India Despite the ofcial name
being Vodafone Essar, its products aresimply branded Vodafone. It
ofers both prepaid and postpaid GSM cellular phonecoverage
throughout India and is especially strong in the major
metros.Vodafone Essarprovides 2G services based on 900 MHz and 1800
MHz digital GSMtechnology, ofering voice and data services in 16 of
the countrys 23 license areas.Vodafone Essar, previously Hutchison
Essar is a cellular operator in India thatcovers 16telecom circles
in India . Despite the ofcial name being Vodafone Essar, its
products aresimply branded Vodafone. It ofers both prepaid and
postpaid GSM cellular phonecoverage throughout India and is
especially strong in the major metros.Vodafone Essar provides 2G
services based on 900 MHz and 1800 MHz digital GSMtechnology,
ofering voice and data services in 16 of the countrys 23 license
areas.10. 10. Projectsformba.blogspot.comintroduction of the
toPic11. 11. Projectsformba.blogspot.com BACKGROUNDThe project is
an extensive report on how the Airtel Company markets its
strategies andhow the company has been able intackling the present
tough competition and how it isscoopingup by the allegations of the
quality of its products. The reportbegins with thehistory of the
products and the introduction ofthe Airtel Company. This report
alsocontains the basic marketing strategies that are used by the
Airtel Company ofmanufacturing process, technology, production
policy, advertising, collaboration, exportscenario, future prospect
and government policies. The report includes some of the keysalient
features of market trend issues.In todays world ofcutthroat ferce
competition, it is very essential to not only exist butalso to
excel in the market. Todays market is enormously more complex.
Hence forth,to survive in the market, the company not only needs to
maximize its proft but alsoneeds to satisfy its customers and
should try to buildupon from there.12. 12.
Projectsformba.blogspot.comCOMPANY PROFILE OF AIRTEL13. 13.
Projectsformba.blogspot.comVision"As we spread wings to expand our
capabilities and explore new horizons, the fundamental focusremains
unchanged: seek out the besttechnology in the world and put it at
the service of ourultimate user: our customer."These are the
premise on which Bharti Enterprises has based its entire plan of
action.Bharti Enterprises has been at the forefront of technology
and has revolutionizedtelecommunications with its world-class
products and services.Established in 1985, Bharti has been a
pioneering force in the telecom sector. With many frsts
andinnovations to its credit, ranging from being the frst mobile
service in Jaipur, frst private basictelephone service provider in
the country, frst Indian company to provide comprehensive
telecomservices outsideIndia in Seychelles and frst private sector
service provider to launch NationalLong Distance Services in India.
Bharti had approximately 3.21 million total customers nearly2.88
million mobile and 334,000 fxed line customers.Its services sector
businesses include mobile operations in Andhra Pradesh, Chennai,
Jaipur,Gujarat, Haryana, Himachal Pradesh, Karnataka, Kerala,
Kolkata, Madhya Pradesh circle,Maharashtra circle, Mumbai, Punjab,
Tamil Nadu and Uttar Pradesh (West) circle. In addition, italso has
fxed-line operations in the states of Madhya Pradesh and
Chhattisgarh, Haryana, Jaipur,Karnataka and Tamil Nadu and
nationwide broadband and long distance networks.Bharti has recently
launched national long distance services by ofering data
transmission servicesand voice transmission services for calls
originating and terminating on most of Indias mobilenetworks.The
Companyis also implementing a submarine cable project connecting
Chennai-Singapore forproviding international bandwidth.Bharti
Enterprises also manufactures and exportstelephone terminals and
cordless phones. Apartfrom being the largest manufacturer of
telephone instruments, it is also the frst telecom companyto export
its products to the USA.Bharti Tele-Ventures strategic objective is
to capitalize on the growth opportunities that theCompany believes
are available in the Indian telecommunications market and
consolidate its14. 14. Projectsformba.blogspot.com position to be
the leading integrated telecommunications services provider in key
markets in India, with a focus on providing mobile services. The
Company has developed the following strategies to achieve its
strategic objective: Focus on maximizing revenues and margins;
Capture maximum telecommunications revenue potential with minimum
geographical coverage; Ofer multiple telecommunications services to
provide customers with a "one-stop shop" solution; Position itself
to tap data transmission opportunities and ofer advanced mobile
data services; Focus on satisfying and retaining customers by
ensuring high level of customer satisfaction; Leverage strengths of
itsstrategic and fnancial partners; and Emphasize on human resource
development to achieve operational efciencies.15. 15.
Projectsformba.blogspot.com Businesses Bharti Tele-Ventures current
businesses include - Mobile servicesFixed-line National and
international long distance servicesVSAT, Internet services and
network solutions Broadband services with DSL and Wi-Fi network
Competitive Strengths Bharti Tele-Ventures believes that the
following elements willcontribute to the Companys success as an
integrated telecommunication services provider in India and will
provide the Company with a solid foundation to execute its business
strategy: Nationwide Footprint - approximately 92% of Indias total
mobile subscribers resided in the Companys ffteen mobile circles.
These 15 circles collectively accounted for approximately 56% of
Indias land mass; Focus on telecommunications to enable the Company
to better anticipate industry trends and capitalize on new
telecommunications-related business opportunities.The strong brand
name recognition and a reputation for ofering high quality service
to its customers; Quality management team with vision and proven
execution skills; and The Companys strong relationships with
international strategic and fnancial investors such as SingTel,
Warburg Pincus, International Finance Corporation, Asian
Infrastructure Fund Group and New York Life Insurance.16. 16.
Projectsformba.blogspot.comBrand Architecture:Bharti is working on
a complex three-layered branding architecture to: Create specifc
brands for each service, Build sub-brands within each of these
services andUse Bharti as the mother brand providing the group its
corporate identity as well asdefning its goal to become a national
builder of telecoms infrastructure.17. 17.
Projectsformba.blogspot.com BHARTI AIRTEL TOUCHTEL INDIA ONE
(Cellular (Basic Service (National Long Operations) Operations)
Distance)Airtel - The fagship brand for cellular operations all
across the Indiancountry.Touchtel - The brand earmarked for basic
service operations.India One - The brand for national long distance
(NLD) telephonyThough the costs of creating new brands are heavy
but the group wants tocreate distinct independent brands to address
diferent customers andprofles.18. 18.
Projectsformba.blogspot.comBrand Strategy:To understand the brand
strategy, lets frst look at the brand building exercise associated
withAirtel a brand that had tobe repositioned recently to address
new needs in the market.When the brand was launched seven years
ago, cellular telephony wasnt a mass market by anymeans. For the
average consumer, owning a cellular phone was expensive as tarif
rates (at Rs 8 aminute) as well as instrument prices were steep
sometimes as much as buying a second-handcar.Bharti could have
addressed the customer by rationally explaining to him the economic
advantageof using a mobile phone. But Sachdev says that such a
strategy would not have worked for thesimple reason that the value
from using the phone at the time was not commensurate with the
cost.Instead of the value-proposition model, we decided to address
the sensory beneft it gave to thecustomer as the main selling tack.
The idea was to become a badge value brand, he explains.So the
Airtel leadership series campaign was launched showing successful
men with theirlaptops and in their deluxecars using the mobile
phone. In simple terms, it meant Airtel waspositioned as an
inspirational brand that was meant for leaders, for customers who
stood out in acrowd.Did it work? Repeated surveys following the
launch showed that there were three core benefts thatwere clearly
associated with thebrand leadership, dynamism and performance.These
were valuable qualities, but they only took Airtel far enough to
establish its presence in themarket. As tarifs started dropping, it
became necessary for Airtel to appeal to a wideraudience.And the
various brand-tracking exercises showed that despite all these good
things, there was noemotional dimension to the brand it was
perceived as cold, distant and efcient.Sachdev and his team
realized that in a business in which customer relationships were
the core thiscould be a major weakness. The reason with tarifs
identical to competitor Vodafone telecomm androughly the same level
of service and schemes, it had now become important for Bharti
tohumanize Airtel and use that relationship as a major
diferentiation.19. 19. Projectsformba.blogspot.comThe brand had
become something like Lufthansa cold and efcient. What they needed
was tobecome Singapore Airlines, efcient but also human. A change
in tack was important because thiswas a time when the cellular
market was changing.The leadership series was okay when you were
wooing the crme de la crme of society. Once youreached them you had
to expand the market so there was need to address to new
customers.By that time, Bharti was already the leading cellular
subscriber in Jaipur with a base of 3.77 lakh(it now has 1.8
million customers). And with tarifs becoming more afordable as
cellcompanies started cutting prices it was time to expand the
market.How couldBharti leverage this leadership position down the
value chain? Surveys showed that theconcept of leadership in the
customers minds was also changing. Leadership did not meandirecting
subordinates to execute orders but to work along with a team to
achieve commonobjectives it was, again, a relationship game that
needed to be refected in theAirtel brand.Also, a survey showed that
50 per cent of the new customers choose a mobile phone brand
mostlythroughword-of-mouth endorsements from friends, family or
colleagues. Thus, existing customerswere an important tool for
market expansion and Bharti now focused on building
closerrelationships with them.That is precisely what the brand
tried to achieve through its new positioning under the AirtelTouch
Tomorrow brand campaign. This set of campaigns portrayed mobile
users surrounded bycaring family members. Says Sachdev: The new
campaign and positioning was designed tohighlight the relationship
angle and make the brand softer and more sensitive.As it looks to
expand its cellular services nationwide to eight new circlesapart
from the seven inwhich it already operates Bharti is now realizing
that there are new compulsions to rework theAirtel brand, and a new
exercise is being launched to thisefect. Right now, the company
isunwilling to discuss the new positioning in detail. But broadly,
the focus is on positioning Airtel asa power brand with numerous
regional sub-brands refecting customer needs in various parts of
thecountry.20. 20. Projectsformba.blogspot.comIf Airtel is becoming
more humane and more sensitive as a brand, Bharti has also
understood thatone common brand for all cellular operations might
not always work in urban markets that are nowgetting increasingly
saturated.To bring in new customers, the company decided that it
needed to segment the market. One suchexperiment, launched last
year, is Youtopia, a brand aimed at the youth in the 14 to 19 age
bracketand for those who are young at heart. With its earlier
positioning, Airtel was perceived as abrand for the well-heeled
older customer; there was nothing for younger people. With
Youtopia,Airtel hoped to reverse that.In order todeliver the
concept, Airtel ofered rock bottom tarif rates (25 paise for 30
seconds) atnight to Youtopia customers a time when they make the
maximum number of calls. It also setup merchandising exercises
around the scheme like a special portal for young people to
buythings or bid for goods.The company is now looking at ofering
other services at afordable prices to this segment whichinclude
music downloads on the mobile and bundling SMS rates with normal
calls to make itcheaper for young people to use.The other
experiment that Bharti has worked on is to go in for product
segmentation through theTango brand name. The brand was created to
ofer mobile users Internet-interface services or whatis known as
WAP (Wireless Application Protocol).The idea was to bring Internet
and mobile in perfect harmony. The name was chosen from thepopular
movie title It Takes Two to Tango: basically, you need the two
services to tango to ofercustomers a new choice, says Sachdev.This,
however, had less to do with thebranding exercise as with
inefciency of service (accusinglyslow download speeds) and the
limited utility of WAP services.Subsequently, the ads were
withdrawn, but the company re-iterated that the branding
exercisecould be revived because Tango will be the brand to ofer
GPRS services or permanent Internetconnectivity on the mobile phone
which Airtel is expected to launch soon.21. 21.
Projectsformba.blogspot.com The Magic Perhaps the more ambitious
experiment has been with Magic the pre-paid card. The idea was to
make the brand afordable, accessible and, most importantly,
feasible as a means of expanding the market even faster. PHASE I
Magic was aimed at bringing in infrequent users of a mobile phone
into the market and assure him that he would have to pay only if he
made a call. Such a customer used the phone sparingly mostly for
emergencies and was not willing to pick up a normal mobile
connection with its relatively high rentals (pre-paid cards do not
include rental charges). To achieve itsobjectives Bharti did three
things. One, the product was made available at prices ranging from
Rs 300 to Rs 3,000 with no strings attached and was simple to
operate. Two, the product was made accessible and distributed
through small stores, telephone booths and even kirana shops so
that the ofering was well within arms reach. Third, to make the
product more approachable to the customer, the company came with
vernacular ad campaigns Like Magic Daalo Say Hello which appealed
to local sensibilities.22. 22. Projectsformba.blogspot.comThis
apart, the company roped in Karisma Kapoor and Shah Rukh Khan fora
major ad campaignall across Jaipur, a ruse that saw the number of
subscribers go up from 5.47 lakh to 1.2 milliontodasy, overtaking
Essars branded pre-paid card Speed, which was launched much ahead
ofMagic. The company is now re-working its Magic strategy even
further.Earlier, the branding strategy was aimed at roping in only
interested customers that is,customers who were already inclined to
opt for mobile services. But now, with basic serviceproviders
having been allowed limited mobility at far cheaper rates, mobile
service providers couldfnd themselves under threat again.That is
why the new exercise is aimed at co-opting non-adopters. While the
exact strategyis underwraps, insiders say the new branding strategy
wouldbe aimed at ofering them value which theyhad not perceived
would be available from using a pre-paid card.23. 23.
Projectsformba.blogspot.com PHASE II - Bharti used Airtel Magic to
build a strong value proposition and accelerate market expansion
through Indias frst national pre-paid card TV brand campaign First
time ever in India - any pre-paid card brand goes on TV A
combination of the flm genre exposed through the TV medium designed
to connect with the masses of India Youth based - romance driven
strategy platform makes the value proposition of AirtelMagic -
Mumkin Hai come alive All elements - user imagery, context, tone
& language created to connect the category to the lives of the
SEC B & SEC C segment the middle class non-mobile user. Airtel
Magic positions itself on the platform of being excellent for
emergency situations - increasing productivity as a part of
everyday life. Sharukh Khan makes everything in life possible while
romancing pretty Kareena Kapoor with Airtel Magic, Indias leading
pre-paid mobile card. Airtel today unveiled its strategy for
marketexpansion with the launch of its new Airtel Magic pre-paid
card brand campaign Magic hai to Mumkin hai. The strategy is
targeted at the non- user segment defned as young adults, 15-30
years of age; in the Sec B & C segmentis aimed at accelerating
market expansion. The value proposition is centered around a
persons desire to make all his / her dreams, ambitions &
aspirations instantly possible. The new campaign for Airtel Magic
is all about empowering millions of Indians to be on top of their
lives. The brand is positioned to be relevant to the mass-market
who want to make all their dreams, hopes & desires come alive
instantly. (At just Rs.300/- per month Airtel Magic is so easy to
buy.) Improving productivity, letting you befriend the world and
opening up new horizons. It gives you the freedom to control your
life in a way never possible before. Indeed, anything that you
think is possible is possible with Airtel Magic. The new brand
slogan Magic hai to Mumkin hai has been specially created to
capture this efectively.24. 24. Projectsformba.blogspot.comThis
strategy is designed to help us talk to this segment directly in
the tone, manner & language ofthe masses. The Mumkin hai value
proposition will help us expand the market and gain a
higherpercentage of market shares in the process.The
brandambassadors Shahrukh Khan and Kareena Kapoor embody this can
do or MumkinHai spirit (infact that is the reason they were
selected as brand ambassadors). Sharukh rose froma TV actor to
become Indias top flm star and national heartthrob. Kareenas
success is due to herattitude, talent, hard work and the sheer
ability to make a mark in such a short time. Both thesestars have
said Mumkin hai and made it happen for themselves.The genre of this
new strategy & campaign is Hindi cinema led. This genre
connects millionsacross India. The spirit of romance, dancing the
Indian cinema, well known to most asBollywood, holds millions of
Indians together as one.The new TV campaign of Airtel Magic crafted
in the Hindi flm idiom, magnifes the empoweringoptimism of Mumkin
Hai, in the endearing situation of a boy-girl romance. Where
SharukhKhan, sets his eyes on Kareena Kapoor and wins her love with
the help of Airtel Magic.(Poignantly conveying that special feeling
we all get when a dream is made possible and a victoryof the heart
is won).The strategy & new brand campaign is targeted at the
large untapped base of intending mobilecustomers from Sec A, B
& C. The estimated addressable market of such customers in the
nexttwo years is around 25 million in Airtels 16 states. The new
strategy aims at correcting theperception that the mobile category
is useful mainly for business or work related scenarios.The new
strategy, brand positioning & brand slogan is an outcome of an
extensive nationwideresearch and is an integral part of Airtel
Magics new multi-media campaign. The campaign hasbeen created by
Percept Advertising.25. 25. Projectsformba.blogspot.com PHASE III -
Bharti used Airtel Magic to build a strong value proposition and
accelerate market expansion through Indias frst national pre-paid
card TV brand campaign First time ever in India - any pre-paid card
brand gives such freedom to recharge anyvalue A combination of the
flm genre exposed through the TV medium designed to connect with
the masses of India Youth based - romance driven strategy platform
makes the value proposition of Airtel Magic - Aisi azaadi aur
kahan? come alive Sharukh Khan Makes everything in life
possibleAirtel today unveiled its strategy for market expansion
with the launch of its new Airtel Magic pre-paid card brand
campaign Magic Hai to Mumkin Hai. . The value proposition is
centered on a persons desire to make all his / her dreams,
ambitions & aspirations instantly possible. The new campaign
for Airtel Magic is all about empowering millions of Indians to be
on top of their lives. The brand is positioned to be relevant to
the mass-market who want to make all their dreams, hopes &
desires come alive instantly .At a amount of your choice you can
recharge your account with available validity time .Improving
productivity, letting you befriend the world and opening up new
horizons. It gives you the freedom to control your life in a way
never possible before. Indeed, anything that you think is possible
is possible with Airtel Magic. The new brand slogan Aisi azadi aur
kahan has been specially created to capture this efectively.26. 26.
Projectsformba.blogspot.com Other Brand Building Initiatives:- The
main idea is to stay ahead of competition forat least six months.
Working on the above game plan Bharti is constantly coming up with
newer product oferings for the customers. The focus, of course, is
to ofer better quality of service. To make the service simpler for
customers using roaming facilities, Airtel has devised common
numbers for subscribers across the country for services like
customer care, food services and cinema amongst others. It will
also launch a unifed billing system across circles so, customers
moving from one place to another do not have to close and then
again open new accounts at another place. To assist customer care
personnel to deal with subscriber queries, a storehouse of 40,000
frequently asked questions and their answers have been stored on
the computers. Bharti expects that most of its new customers (one
estimate is that it would be 60 to 70 per cent of the total new
subscriber base) would come from the pre-paid card segment. So,
they must be given value-added products and services which
competitors dont provide. Bharti, for the frst time for a cellular
operator, has decided to ofer roaming services evento its pre-paid
customers, but the facility would be limited to the region in which
they buy the card. To ensure that customers dont migrate to other
competing services (which is known as churn and ranges from 10 to
15 per cent of the customer base every month), the company is also
working on a loyalty program. This will ofer subscribers tangible
cash benefts depending upon their usage of the phone. The loyalty
program will not be only for a badge value, it willprovide real
benefts to customers. The idea is to create an Airtel community.
Another key area which Bharti is concentrating its attention upon
is a new roaming service launched in Jaipur under which calls of a
roaming subscriberwho is visiting the city will be routed directly
to his mobile instead of traveling via his home network.27. 27.
Projectsformba.blogspot.com The company also ofers multi-media
messaging systems under which customers having a specialized phone
with a in-built cameracan take pictures and e-mail it to friends or
store it in the phone. The cost per picture is between Rs 5 to Rs
7. Bharti is also aware that it has to make owning a ready-to-use
cellular service much easier than it is today. A key area is to
increase the number of activation centers. Earlier Bharti had250
Airtel Connect stores which were exclusive outlets (for its
services) and about 250 Airtel Points which were kiosks in larger
shops. Now activation can be done by all of them, and not only by
Connect outlets, all within 15 to 20 minutes. In comparison, the
competition takes two to four hours. Pre-paid cards are really
catching up with the mobile phone users and it is actually helping
the market to increase. First, they are easier to obtain and
convenient to use. Unlike post-paid, one need not pay security
deposits for picking up a pre-paid card. It is often available even
with paanwalas. As befts a fast-moving consumer service, the game
is now moving beyond price to expanding distribution reach and
servicing a well-spread-out clientele with technology and strategic
alliances. Bharti is focusing on two factors to make pre-paid cards
more attractive. Keeping the entry cost low for consumers and
making recharging more convenience. Bharti is in the process of
launching a new system in alliance with Mumbai-based Company
Venture InfoTech which will enable a pre-paid card user to renew
his subscription by just swiping a card. The system will not only
save users the hassle of going out and buying a card every time it
expires but also enable mobile companies to reduce the cost of
printing and distributing cards. Bharti Televentures has tied up
with Waiter on wheels, a company delivering food at home, to reach
its Magic pre-paid cards to subscribers doorsteps. The company is
also joining hands with local grocery shops which will enable users
to recharge their cards by just making a phone call to the shop.
Apart from improving the convenience of recharging, mobile
operators are beefng up their distribution channels. The company is
constantly innovating to enhance the value proposition for its
pre-paid service. They are leveraging technology to expand their
distribution network and deliver round-the-clock recharge options
to its MOTS (Mobile on theSpot) subscribers. Bharti Cellular has
also launched a special service, CareTouch, for high-value,
corporate customers, providing them with instant, single-point
access for any assistance they require. Customers can dial 777
andenjoy a slew of services, which includes easier payment of
bills, service on priority basis, and value-added services without
any additional paper work. Bharti28. 28.
Projectsformba.blogspot.com Cellular is ofering a range of services
without going through an interactive voice recorder ensuring that
they save time. Dedicated CareTouch executives are expected to
assist customers with any service on priority basis. Besides the
regular proactive reminder calls for bill payment, customers can
alsocall CareTouch for bill payments at free of cost. Airtel
presented MTV Inbox; the frst on-air SMS based interactive music
dedication show exclusively for Airtel and Airtel Magic customers.
Highly interactive VJ based show with real-time feedback mechanism.
Both brands joined hands to target the high growth youth
segment.29. 29. Projectsformba.blogspot.comBhartis View on its
Branding strategy:-First, brand building eforts in todays context
have to be seen in a more holistic manner.Deliveringvalue on a
sustained basis is perhaps the most potent key tobuild a brand that
lasts.Unfinching orientation to customer needs is the second key
success factor. Customers (be it forindustrial products or consumer
goods and services) across the world are more informed and, at
thesame time, becoming more individualistic in their needs and far
more demanding with the passageof time.Pro-active tracking of
shifts in consumer behavior, anticipating redefned or emerging
customerneeds, and then reacting in real-time are essential to
attract and retain customer loyalty a keyelement of creating brand
equity in the present situation.Customizing the product (and
communication of its beneft) to meet the specifc needs of
variousconsumer/customer sub-segments is the third element in
creating brand appreciation.As far as allocation of time and
fnancial resources are concerned, too many companies
mistakenlyallocate a disproportionate amount on mere advertising
and promotion. This is not to say thatadvertising and promotion are
less relevant. On the contrary, with more choices and higher
mediaclutter, businesses need to budget for an increasingly higher
spend on their brand promotion butthis has to be undertaken in
tandem with enterprise-wide reengineering of the businessphilosophy
and core design, production, and delivery operations for the
product itself.The positive spin to this argument is that by frst
addressing the fundamentals, the enterprise itselfbecomes more
competitive. This can be the beginning of a virtuous cycle wherein
brand equitycontinues to increase as the enterprise sustains
delivery of an appropriate product or service at anever increasing
value.It is, however, crucial to note that in the years to come,
not only will the cost of building a regionalor a national (or an
international) brand will continue to rise but also the time taken
to do so will belonger and will need sustained and focused
eforts.30. 30. Projectsformba.blogspot.comComparison of marketing
strategies between Bharti Airtel and Vodafone.31. 31.Since its
launch Vodafone has been adopting aggressive marketing strategies.
Vodafone is the second largest player and share holder in
Communication sector. However, Vodafone has been giving tough
competition to Bharti Airtel. Bharti Airtel holds the lion share of
market of communication sector. Bharti Airtel is the leader in
telecommunication sector.Projectsformba.blogspot.com Purpose of
comparison The sub main purpose of this reportis to compare the
marketing Strategies adopted by Bharti Airtel and its rival
Vodafone The comparison shows how both of the companies have been
challenging each other to gain market shares. Why comparison with
vodafone32. 32.Vodafone making and changing the strategies to
capture the market shares Vodafone odafone. Today dealsin every
business of communication sector. With a diferenttechnology
Vodafone creates its own market. The comparison shows how Hutchison
Essar Telecom. Captured22% market share in one month of its frst
launch of postpaid subscription in
2002.AD.Projectsformba.blogspot.com33. 33.Geographical segment
(metropolitansProjectsformba.blogspot.com Brand positioning by
Bharti Airtel Market segmentation &Peopl People age group of 20
to 28 year Target marketing Demographic segment - middle income
groupscities India)Businessmen Youngsters in big cities. Poor or
middle income group people.e who living in cities and towns.34.
34.Creating brands (Sharukh khanProjectsformba.blogspot.com
Positioning &Promotion for study of poor childrens. Ads and
promotionsSachin Tendulker)35. 35.Promotion: various schemes for
pre-paid and post-paid Product: verities available for various
groups Place: maximum outlets and service centers Price: low price
strategyProjectsformba.blogspot.com Marketing mix36. 36.
Projectsformba.blogspot.comMARKETING STRATEGIES OF VODAFONE.37. 37.
Projectsformba.blogspot.comVodafone target the rural IndiaThe main
targeted customers of Vodafone are from rural India.By ofering
cheap and light mobile sets Vodafone attracts most of the customers
of small villagesand towns.Ofering cheap handsetsVodafone ofers
cheap and free connections to all customers.The cost for these sets
was Rs-799-849-1099set and onward.Free support and servicesIn every
district and big towns Vodafone opens its service centers to
provide better supportandservices.Strong logistics and supply
chainVodafone has a strong logistic and supply all over India.In
every small townthe potential customers can easily purchase the
Vodafone SIM & Sets.Targeting youngsters in
metropolitansVodafone attracts youngsters by ofering colorful
handset at very low prices.38. 38. Projectsformba.blogspot.comBRAND
POSITIONING BY VODAFONE39. 39.Promotion: various schemes for
pre-paid and post-paid Product : verities available for various
groups Place : maximum outlets and service centers Price : low
price strategy Ads and promotions Marketing mix Creating brands
Businessmen Positioning Youngsters in big cities. Poor and middle
income groups. People living in small towns and villages.
Demographic segment - middle income groups Target marketing
Geographical segment (rural India)Projectsformba.blogspot.com
Market segmentation40. 40. Projectsformba.blogspot.com Services
provided by Bharti Airtel Mobile services with GSM technology
Fixed-line connections National and international long distance
services VSAT, Internet services and network solutions Broadband
services Services provided by Vodafone. mobile services with GSM
technology fxed-line telephone services Universal Internetworking
VoIP (Voice over Internet Protocol) Interactive Television Visual
Communication Broadband Portal Telecommuting 41. 41.
Projectsformba.blogspot.com RESEARCH METHODOLOGYAchieving accuracy
in any research requires a deep study regarding the subject. The
primeobjective of the project is to compare Airtel with the
existing competitor (Vodafone) in the marketand the impact of WLL
on Airtel.The research methodology adopted is basically based on
primary data via which the most recentand accurate piece of frst
hand information could be collected. Secondary data has been used
tosupport primary data wherever needed.Primary data was collected
using the following techniquesQuestionnaire MethodDirect Interview
Method andObservation MethodThe main tool used was,
thequestionnaire method. Further direct interview method, where a
face-to-face formal interview was taken. Lastly observation method
has been continuous with thequestionnaire method, as one
continuously observes the surrounding environment he works in.42.
42. Projectsformba.blogspot.com Type of Research
MethodologyEXPLORATORY:TYPE OF RESEARCH CARRIED OUT WAS EXPLORATORY
IN NATURE; THEOBJECTIVE OF SUCH RESEARCH IS TO DETERMINE THE
APPROXIMATE AREAWHERE THE DRAWBACK OF THE COMPANY LIES AND ALSO TO
IDENTIFY THECOURSE OF ACTION TO SOLVE IT. FOR THIS PURPOSE THE
INFORMATION PROVEDUSEFUL FOR GIVING RIGHT SUGGESTION TO THE
COMPANY.43. 43. Projectsformba.blogspot.com DATA COLLECTION METHOD
THERE TWO TYPE OF METHOD OF DATA COLLECTION. COLLECTION. PRIMARY
DATA SECONDARY DATA Primary data was collected using the following
techniques Questionnaire Method Direct Interview Method and
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 USED FOR THE
RESEARCH WORK WAS PRIMARY IN NATURE. PRIMARY DATA: DATA: PRIMARY
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
15 QUESTIONS. SECONDARY DATA: DATA:44. 44.
Projectsformba.blogspot.com 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 COMPANYS INTERNET SITE SOMEOTHER
RELEVANT STUDY MATERIAL AND WEBSITES.. SAMPLE UNIT: - JAIPUR &
NCR. UNIT: THE RESEARCH PROCESS WAS DONE BY INTERACTING WITH NUMBER
OF CUSTOMERS DURINGTHE ACTIVITIES PERFORMED, WHICH INCLUDED,
MARKETS, COLD CALLING, CANOPIES, ETC. SAMPLE DESIGN CONSISTS OF
RANDOM SAMPLING. SAMPLE SIZE: - 50 PEOPLE SIZE:45. 45.
Projectsformba.blogspot.com METHOD OF COLLECTION: - FIELD PROCEDURE
FOR GATHERING PRIMARY DATA INCLUDED OBSERVATION AND INTERVIEW
SCHEDULE IN WHICH THE QUESTIONNAIRES WERE FILED BY THE
INTERVIEWER.PERSONAL INTERVIEWS THROUGH SELF ADMINISTERED SURVEY
WAS DONE TO COLLECT THE DATA, MARKET RESEARCH WAS UNDERTAKEN, THAT
WAS ACCOMPLISHED BY PERFORMING VARIOUS ACTIVITIES DESIGNED.
RESEARCH INSTRUMENT: INSTRUMENT: QUESTIONNAIRE THE QUESTIONNAIRE
WAS FORMULATED BY KEEP IN MIND THE FOLLOWING POINTS: - 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.46. 46.
Projectsformba.blogspot.com Scope of the study To conduct this
research the target population was the mobile users, Who are using
GSM technology. Targeted geographic area of Jaipur/ NCR. Sample
size of 50 persons was taken. To these 50 people a questionnaire
was given, the questionnaire was a combination of both open ended
and closed ended questions. The date during which questionnaires
were flled. 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 dataUsed to obtain
information on, Bhartis history, current issues, policies,
procedures etc, whereverrequired. Internet Magazines Newspapers
Journals Bharti Circulars Store Bharti News Letters Vodafone Store
Vodafone Ministore47. 47. Projectsformba.blogspot.comData analysis
AndInterpretation48. 48. Projectsformba.blogspot.com Subscriber
numbers in (mn) held by Vodafone and Airtel June-05 Sep-06 Dec-07
Mar-08 Dec-08 Mar-09Airtel 3.19 4.62 5.50 6.54 10.98 14.07Vodafone
1.82 4.19 6.24 7.26 10.45 12.99Source TRAI: 18 16 14 12 10 Airtel 8
Vodafone 6 4 2 0 Dec-06 Jun-05 Dec-05 Jun-06 Jun-07 Dec-07 Jun-08
Dec-08 Jun-09 Dec-09 Jun-10MARKET PLAYERS IN TELE COMMUNICATION49.
49. Projectsformba.blogspot.com Operator Market share Market share
Aug05 June10 Bharti Airtel 19.06 22.49 Vodafone 21.81 16.96
Vodafonecomm 17.03 16.01 Idea Cellular 10.45 8.49252015 Bharti
Airtel vodafone10 Reliance infocomm Idea Cellular50 Market share
Aug05 Market share June1050. 50.
Projectsformba.blogspot.comFINDINGS AND ANALYSISAge Group GraphAs
we can see from the above graph, the people who are in the age
group of 21-28 years are theones who are the maximum users of
mobile phones. This segment is the one which givesmaximum business
to the mobile operators. This segment constitutes the young
executives andother ofce going people. They are 65% of the total
people who were interviewed. The next agegroup are thepeople who
are 28-35 years old. They are 20% of thetotal. They are those who
are at home orhave small business units etc. And the next age group
is the youngest generation who are 15-2151. 51.
Projectsformba.blogspot.comyears old. They are school and college
going students and carry mobile phones to faunt. They are15% of the
total interviewed people.Occupation Graph OCCUPATION 10% 15% 20%
55% STUDENTS EXECUTIVES HOUSEHOLDS OTHERSAs the above graph shows
that 55% of the total people interviewed are working. So, these
peopleare the ones who are the maximum users of mobile phones. They
are the young executives,managers, Tele - callers etc. who require
mobile for their ofcial purposes. The next category isthe
households, who are either housewife, small units which operate
from their homes etc. Theyare 20% of the whole. The next segment is
the students. They are 15% of the whole. And 10% ofthe whole is
categories who are the professionals.52. 52.
Projectsformba.blogspot.comService Provider GraphThese are the
total market share of mobile user or people captured by the mobile
providercompany. There two major company in mobile phone service
sector Vodafone and Airtel whorespectively hold the market share
with other company as 17% and 20% of total market usersegment of
mobile customer.53. 53. Projectsformba.blogspot.comCustomer Service
At Airtel Graph CUSTOMER SATISFACTION LEVEL 10% 20%10% 60% FULLY
PARTIALLY DISSATISFIED FULLY DISSATISFIEDAs the above graph clearly
shows that customer services at Airtel seems poor. 60% of the
peopleare dissatisfed with the customer services provided by
Airtel. They are the ones who have themaximum share inthe market
but they are lagging behind in the customer services. 10% of
thepeople were fully dissatisfed with the customer services of
Airtel. This could leave an impact onthe mind of the consumer. He
can even switch over his brand. 20% of the people seemed
partiallysatisfed with the customer services and only 10% seem to
be fully satisfed with Airtels customerservices, which is a very
small amount.54. 54. Projectsformba.blogspot.comType Of Card
GraphCash cards seemed quite popular among the people interviewed.
85% of the total mobile userswere having cash card connections.
This means that the cash cards should beeasily and readilyavailable
in the local markets. Airtel shouldmake sure that Magic is
available in each and everynook and corner of the market. 15% of
the people were having sim connections which is theregular bill.55.
55. Projectsformba.blogspot.comMonthly expense graphPeople on an
average spend RS 500 per month as their mobile phone expense. 64%
people spend Monthly Expense 12% 24% Rs 600 Rs 450 Rs 200 64%this
amount. 24% people spend RS 300 per month as their monthly mobile
expense. And theremaining 12% had an expense more than RS 1000,
they could the ones having sim connections orhaving cash cards and
having a lot of business calls on their mobiles.56. 56.
Projectsformba.blogspot.comAwareness About WLL GraphWLL seemed to
be a new word for many of the people. 45% of the people were not at
all aware ofsuch a technology. So, in order to get the answer for
this question they were frst explained theconcept. Only, 55% people
knew what WLL is all about.57. 57.
Projectsformba.blogspot.comAwareness of WLL Players Graph 80% 70%
60% 50% Vodafone 40% Airtel 30% 20% 10% 0%Vodafone was the brand
which was popular amongst the interviewed people. As Vodafone
haddone so much advertising and has it banners and hoarding spread
all over Jaipur. So, this could beone the reasons of its
popularity. Tata was hardly a known brand in this new feld.
Possibly,because of less promotions done by them as compared to
Vodafone.On the basis of analysis of the questionnaire I have found
that the maximum no. of people whouse mobile phones is in the age
group of 20 to 28. Who are the young executives and other
ofcegoers?They spend a maximum of RS 500 as their mobile
expense.There is more no. of prepared cards than post paid cards.
The mobile users want to spend moneyside by side than to spend
money at the end of the month on a big bill.Now when I compared
Airtel with its competitor from the point of view of the consumer I
foundthat on the basis of Tarif plan, value added services and
billing accuracy Airtel is at par or ahead58. 58.
Projectsformba.blogspot.comof its competitor but inthe case of
customer care and availability they lag behind therecompetitors.
As, Airtel has a hold in the market because it has the maximum no.
of connections, soit must improve upon it customer services. As far
as WLL is concerned people are aware about itbut not many people
are aware about Tata. They only know more about Vodafone. People at
thispoint of time are not interested to switch over from GSM to
WLL59. 59. Projectsformba.blogspot.comCustomer Response towards
Questionnaire60. 60.Idea TATA Reliance Vodafone
AirtelProjectsformba.blogspot.com Which Brand you, prefermost?61.
61.More than 10 years Consumers response shown in chart for usage
5-10 Years 2-5 Years 0-2 YearsProjectsformba.blogspot.com How long
you have been using this Product?62. 62.No 33% YES NO 67% Here are
the customer responses about the use of the Airtel product and
other product rather than Airtel. in this segment of survey 67 % of
customer are aspire with Airtel and 33 % shown interest in other
telecom products in urban areas. YesProjectsformba.blogspot.com Are
you using other product with Airtel?63. 63.
Projectsformba.blogspot.comDo you collect any information search
before makingpurchase? 70% 66% 60% 50% 40% 34% information 30%
search 20% 10% 0% YES NO64. 64. Projectsformba.blogspot.com SWOT
ANALYSIS Strengths Being one of the largest companies in India the
company has achieved a degree of focus in its core business of its
products. It has a strong brand name, superior quality products and
an enviable distribution network. It has a clear and well-defned
organization structure and limits of fnancial authority. Increase
in advertisement spends afect the companys margins. The companys
bottom line falls victim to the bloated and highly paid workforce,
which afects its margins. Weakness: Little eforts over the
Advertising of products. Distribution channelis not accurately
categorized. Premium priced products, hence cant compete in low
price segment. No separate strategy for rural market.
Opportunities: The companys fnancial performance can receive a
major boost from its cost reduction eforts. There is a lot of scope
of product andmarket diversifcation. Exports of products will also
have huge chances in the coming years. Airtels business has ample
scope for gaining market share from the unorganized sector. Rural
penetration too holds vast potential to bring about growth.65. 65.
Projectsformba.blogspot.com Threats The slowdown in the economy has
restricted topline growth of most FMCG majors and for Airtel also
it will be difcult to maintain historical growth rates in such a
depressed scenario. Companys major raw materials are infuenced by
government policies / controls as well as vagaries of the monsoons.
Fluctuations in the prices of raw materials would have signifcant
impact on costs and margins of the company. Moreover, inordinate
hike in Broad Band Internet products would also increases companys
production and distribution cost.66. 66.
Projectsformba.blogspot.com LIMITATIONSNo project is without
limitations and it becomes essential to fgure out the various
constraints thatwe underwent during the study. The following points
in this direction would add to our totaldeliberations:-1. During
the study, on many occasions the respondent groups gave us a cold
shoulder.2.The respondents from whom primary data was gathered
anytimes displayed completeignorance about the complete branded
range, which was being studied.3. Lack of time is the basic
limitation in the project.4. Some retailers/whole sellers refuse to
cooperate with the queries.5. Some retailers/wholesalers gave
biased or incomplete information regarding the study.6. Money
played a vital factor in the whole project duration.7. Lack of
proper information and experience due to short period of time.8.
Some retailers did not answer all the questions or do not have time
to answer.67. 67. Projectsformba.blogspot.com SUGGESTIONSFollowing
are the few suggestions to AIRTEL for improving the market share
and image of theproducts concerned.1. PRODUCT*Modifcation must be
brought about in AIRTEL, in terms of quality. Its demand should
beincreased.2. PLACE* The brands must be made available easily in,
PCO & general stores.3. PROMOTION*Company must undertake
extensive promotional activities like advertisements must be
releasedin diferent Medias to create brand awareness.*Freesamples
should be distributed among the prospects. Sales promotion tools
like gifts, contestsand coupons must be given to retailers as well
as customers and prospects.* Catalogues should be distributed among
customers.4. PRICE* Price should be as competitive as other company
maintains* Distribution of new connection should be in reachof
customer pocket68. 68. Projectsformba.blogspot.com CONCLUSION After
analyzing the fndings of the research, I can conclude that Airtel
lagged behind itscompetitors as far as customer service and
availability is concerned. The maximum no. of peoplewho use the
mobile is in the age group of 20 to 28. Cash cards are the most
popular type of mobileconnections,as they are consumer friendly and
recharging the connectionis not a problem.Maximum no. of people
spends RS 500 on their connections. As Airtel is the only company
havingthe maximum no of mobile connections so it must seriously
lookinto the loop holes of the existingcustomer service
department.As we know that now Airtel has already launched its
product with logo Aisi azaadi aur kahanhas already became popular
in market. So we can say that in spite of so many competitors in
themarket Airtel is having a good position just because every time,
it tries its best to understand theneed of its important
customers.From the comparison and deep analysis of every aspect of
business of both the companies we canconclude that bharti Airtel
has to more work in every feld of communication business.It is the
time not only to survive but to sustain in the market for a long
time.For this Airtel has to work on its all marketing strategies,
marketing, promotion, brand image.etc.Airtel has to take Vodafone.
Very seriously and update its own strategies from time to time
andwhen the need arises.With aggressive marketing strategies Airtel
has to target rural India as 70% of population of Indialives in
these areas.The other segment may be costumers of all age
groups.69. 69. Projectsformba.blogspot.com RECOMMENDATIONS I have
made following recommendation to the company after doing the summer
training there: The company should modify its credit policy as they
only target the cash paying customers who are not easy to trace.
The company should emphasis more on the quality of Pharmaceuticals
Products it was mostly claimed by the exporters that their receipts
from company doesnt matches with the samples quality shown before
giving orders. The company should make its marketing strategy
fexible enough in order to face competition. The company should
keep an eye on the proper delivery of the goods to exporter on
time, as it has been recommended by exporters to make the delivery
on time. The company rate policy mustbe fexible enough to catch new
customers because if company ofers lower price to a new customer
then he may continue buy the goods and can be a permanent customer
for the company. The company should ofers such rate in the market
so that it may able to catch a bigger market shareand it should be
able to compete with the local traders and commission agents while
having a brand name. The company should take the opinion of
exporters from time to time to know what problems they are facing
from the companys side. And if any change they require in present
supplying condition?70. 70. Projectsformba.blogspot.com
BIBLIOGRAPHYIn this project report, while fnalizing and for
analyzing quality problem in details the followingBooks,
Magazines/Journals and Web Sites have been referred. All the
material detailed belowprovides efective help and a guiding layout
while designing this text report.Books :Principles of Marketing
Philip Kotler & Kevin keller edi. 12Market Research D.D.
SharmaResearch Methodology C.R. KothariWebsites:
www.Airtelworld.com www.google.com www.india.com
www.Vodafone.inhttp://www.blonnet.com/2004/06/26/stories/2004062602180700.htm,
Mumbai, June 25,
2004.com/companies/companies_r/Vodafone_infocom/20031104_stop-roaming.htm,
4 November 2003 Domain, Missed Call, at http://www.domainb71. 71.
Projectsformba.blogspot.comMagazines:Airtel (2 July to 10 July
2004)Airtel India page of HT paper (Thursday1December 2004)Cowards
India (26 December to 4 Jan. 2004)72. 72.Idea Q.2 How long you have
been using this Product? TATA Reliance Vodafone Airtel Idea Q. 3
Among them, which Brand you, prefer most? TATA Reliance Vodafone
Airtel Idea Q.2 which mobile company services you are using now a
days? TATA Reliance Vodafone AirtelProjectsformba.blogspot.com
QUESTIONNAIRE Dear Sir/Madam, I Shakun Chugh student of MBA of Sri
Balaji College of Engineering and Technology, Jaipur. I am doing my
project on Comparative analysis of marketing strategy of Vodafone
and Airtel. Please give your precious time for flling these
details. Q.1 Name those companies which provide telecom services
nowa days?73. 73.Add on features or ergonomics of design Vehicle
performance Value for money After sales services and parts, network
Price and Discount Brand credibility No Q.8 What are the features
you look for in a product before making purchase decision? Give
preferences (1-Highest, 6- least) Yes No Q.5 Do you collect any
information search before making purchase? Yes More than 10 years
Q.3 Areyou using other product instead of Airtel? 5-10 Years 2-5
Years 0-2 YearsProjectsformba.blogspot.com74. 74.Product as per
expectation Maintenance After Sale service 24 hrs call center
services Q.12 How would you rate Airtel performance as your
expectation on 5 points scale (5 Highest?) 1 2 3 4 5 By Camp By Ad
Films Customer Care Projectsformba.blogspot.comQ.10 If you have to
purchase a new connection or product in near future, which Brand
will you go for and why?
_________________________________________________
_________________________________________________
_________________________________________________ Q.11 Are you
aware of various promotional activities beingrun by Airtel, if yes
then how? Are you satisfed with these promotional activities? Very
Satisfed Somewhat Not Satisfed Satisfed satisfed 75. 75.
Projectsformba.blogspot.comQ.13 What are you suggestions for
improving the product quality, service availability and parts
availability?