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36692902 bharti-airtel-ltd 36692902 bharti-airtel-ltd Document Transcript

  • Summer Internship Report On Understanding Brand Presence of Airtel By Dipika Kukreja A0101909220 MBA Class of 2011In Partial Fulfillment of Award of Master of Business Administration AMITY BUSINESS SCHOOL AMITY UNIVERSITY UTTAR PRADESH SECTOR 125, NOIDA - 201303, UTTAR PRADESH, INDIA 2010 1
  • AMITY UNIVERSITY UTTAR PRADESH AMITY BUSINESS SCHOOL DECLARATION I, Dipika Kukreja student of Masters of Business Administration from Amity Business School, Amity University Uttar Pradesh hereby declare that I have completed Summer Internship on ³Understanding Brand Presence Of Airtel´ as part of the course requirement.I further declare that the information presented in this project is true and original to the bestof my knowledge.Date: 30/06/10 Dipika Kukreja Enroll. No: A0101909220Place: Delhi MBA Class of 2011 ` 2
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  • AcknowledgementPerseverance, inspiration and motivation have always played a key role in the successof any venture. A successful and satisfactory completion of any project is theoutcome of the invaluable aggregate contribution of different personal fully in radicaldirection, explicitly or implicitly.Whereas vast, varied and valuable reading efforts leads to substantial acquisition ofknowledge via books and allied information sources, true expertise excludes fromcollateral practical works and experiences.I highly solicit my Faculty guide for launching me into this foray and for givingtime-to-time suggestion and his valuable guidance, co-operation, inspiration and keensupervision to my projectI also wish to express my gratitude to Ms. Preeti Sharma, Head Brand andCommunication who has extended her kind help, guidance and suggestion without whichit could not have been possible for me to complete this project report. Dipika Kukreja Amity Business School 5
  • Executive SummaryIndian Telecom Sector is booming at the moment. It is an integral part of our economy. I gotthe privilege of working with India¶s top telecom service provider Airtel in its Marketing andcommunication(MARCOM) department , Mobile services division of Delhi circle on theproject ³Understanding Brand Presence of Airtel´.The main objective of doing this project was to understand the most popular Value AddedService(VAS) among youth from the retailer¶s point of view, youth requirements from atelecom operator, reviewing the presence of various telecom operators during admission timein Delhi University and to analyze the Retailers Effectiveness Index(REI) in North Delhi.For accomplishing these objectives, Questionnaire, On field observations and Mysteryshopper methods were used to collect data.The main findings of the project were -SMS was found to be the most demanded VASamong youth as per retailers, Airtel is most popular and widely used brand among youthmainly because of its good network and Vodafone is the upcoming brand which has emergedas a telecom operator that provides µValue for Money¶, Airtel was most active in promotingand reaching out to the youth during admission time in Delhi University and Airtel¶s REIwas also good as compared to other telecom operators in North Delhi region.The major suggestion on the basis of the findings is that Airtel should come up with moreyouth oriented products and marketing campaigns as Vodafone is catching up and is close toAirtel in all the aspects. So Airtel must keep a tab of all the activities that its competitors arecarrying out, specially Vodafone to retain its position as a market leader. 6
  • CONTENTS Declaration Certificate from Industry Guide Certificate from Faculty guide Acknowledgement Executive SummaryS.No. Chapter Name Page No. 1 Introduction 8 2 Literature Review 26 3 Research Methodology 29 4 Data Collection 30 5 Data Interpretation & Analysis 32 6 Conclusions & Suggestions 65ReferencesAnnexure 7
  • IntroductionIndian Telecom IndustryThe Indian telecommunications industry is one of the worlds fastest growing industries,with 653.92 million telephone (landlines and mobile) subscribers and 617.53 million mobilephone connections as of May 2010. It is also the second largest telecommunication networkin the world in terms of number of wireless connections after China. The Indian Mobilesubscriber base has increased in size by a factor of more than one-hundred since 2001 whenthe number of subscribers in the country was approximately 5 million to 617.53 million inMay 2010.As the fastest growing telecommunications industry in the world, it is projected that Indiawill have 1.159 billion mobile subscribers by 2013 . Furthermore, projections by severalleading global consultancies indicate that the total number of subscribers in India will exceedthe total subscriber count in the China by 2013. The industry is expected to reach a size ofRs 344,921 crore (US$ 73.47 billion) by 2012 at a growth rate of over 26 per cent, andgenerate employment opportunities for about 10 million people during the same period.According to analysts, the sector would create direct employment for 2.8 million people andfor 7 million indirectly. In 2008-09 the overall telecom equipments revenue in India stood atRs 136,833 crore (US$ 29.15 billion) during the fiscal, as against Rs 115,382 crore(US$ 24.58 billion) a year before. 8
  • Indian Telecommunications at a glance (As on 31st March 2009)Rank in world in network size 3rdTele±density (per hundred populations) 36.98Telephone connection (In million)Fixed 37.96Mobile 391.76Total 429.72Village Public Telephones Covered (Out of 66,822uncovered villages) 57,167Foreign Direct Investment (in million) (fromJanuary 2000 till January 2009) 275,441Licenses issuedBasic 2CMTS 39UAS 240Infrastructure Provider I 177ISP (Internet) 349ISP with Telephony (Broadband) 125National Long distance 26International Long Distance 24 9
  • Cellular operators and circles in IndiaThere are mainly 12 cellular operators and 28 circles in India. Some of the operators provideonly GSM network, some only CDMA newtork and few of them provide both GSM andCDMA network. Table below illustrates the technology supported and circle wise details ofcellular operators in India. 2SHUDWRUVDQGFLUFOHVLQ,QGLD 10
  • Indian operators and their market ShareThe graph below explains the market share of Indian mobile operators. It can be noticed thatBharti Airtel leads the race in subscribe base followed by Reliance telecom. Third in the raceis Vodafone Essar. 2SHUDWRUVDQGWKHLUPDUNHWVKDUHLQ,QGLD1.6 billion population in India. Service providers find great potential in tapping the Indianmarket for mobile services. In turn mobile users are interested in exploring various mobileservices. Last year i.e. March 2008 , number of mobile subscribers was 260 million. It can benoted that there has been tremendous growth in subscriber base, hence adding immenserevenues for service providers in India. 11
  • Major PlayersThere are three types of players in telecom services:‡ State owned companies (BSNL and MTNL)‡ Private Indian owned companies (Reliance Infocomm, Tata Teleservices,)‡ Foreign invested companies (Hutchison-Essar, Bharti Tele-Ventures, Escotel, Idea Cellular, BPL Mobile, Spice Communications)BSNLBharat Sanchar Nigam Ltd. formed in October, 2000, is Worlds 7th largestTelecommunications Company providing comprehensive range of telecom services inIndia: Wireline, CDMA mobile, GSM Mobile, Internet, Broadband, Carrier service, MPLS-VPN, VSAT, VoIP services, IN Services etc. Presently it is one of the largest & leadingpublic sector unit in India.BSNL has installed Quality Telecom Network in the country and now focusing onimproving it, expanding the network, introducing new telecom services with ICTapplications in villages and wining customers confidence. Today, it has about 46 millionline basic telephone capacity, 8 million WLL capacity, 52 Million GSM Capacity, morethan 38302 fixed exchanges, 46565 BTS, 3895 Node B ( 3G BTS), 287 Satellite Stations,614755 Rkm of OFC Cable, 50430 Rkm of Microwave Network connecting 602 Districts,7330 cities/towns and 5.6 lakhs villages.BSNL is the only service provider, making focused efforts and planned initiatives to bridgethe Rural-Urban Digital Divide ICT sector. In fact there is no telecom operator in thecountry to beat its reach with its wide network giving services in every nook & corner ofcountry and operates across India except Delhi & Mumbai. Whether it is inaccessible areasof Siachen glacier and North-eastern region of the country. BSNL serves its customers withits wide bouquet of telecom services. 12
  • BSNL is numero uno operator of India in all services in its license area. The companyoffers vide ranging & most transparent tariff schemes designed to suite every customer.BSNL cellular service, CellOne, has 55,140,282 2G cellular customers and 88,493 3Gcustomers as on 30.11.2009. In basic services, BSNL is miles ahead of its rivals, with 35.1million Basic Phone subscribers i.e. 85 per cent share of the subscriber base and 92 percentshare in revenue terms.BSNL has more than 2.5 million WLL subscribers and 2.5 million Internet Customers whoaccess Internet through various modes viz. Dial-up, Leased Line, DIAS, Account LessInternet(CLI). BSNL has been adjudged as the NUMBER ONE ISP in the country.BSNL has set up a world class multi-gigabit, multi-protocol convergent IP infrastructurethat provides convergent services like voice, data and video through the same Backbone andBroadband Access Network. At present there are 0.6 million DataOne broadbandcustomers.The company has vast experience in Planning, Installation, network integration andMaintenance of Switching & Transmission Networks and also has a world class ISO 9000certified telecom training institute.Scaling new heights of success, the present turnover of BSNL is more than Rs.351,820million (US $ 8 billion) with net profit to the tune of Rs.99,390 million (US $ 2.26 billion)for last financial year. The infrastructure asset on telephone alone is worth aboutRs.630,000 million (US $14.37 billion).The turnover, nationwide coverage, reach, comprehensive range of telecom services and thedesire to excel has made BSNL the No. 1 Telecom Company of India. 13
  • MTNLMTNL was set up on 1st April, 1986 by the Government of India to upgrade the quality oftelecom services, expand the telecom network, introduce new services and to raise revenuefor telecom development needs of India¶s key metros ± Delhi, the political capital andMumbai, the business capital of India. In the past 17 years, the company has taken rapidstrides to emerge as India¶s leading and one of Asia¶s largest telecom operating companies.Besides having a strong financial base, MTNL has achieved a market share of approximately13% of the Indian telecommunication network with a customer base of over 4.74 millionlines.The company has also been in the forefront of technology induction by converting 100% ofits telephone exchange network into the state-of-the-art digital mode. The Govt. of Indiacurrently holds 56.25% stake in the company.In the year 2002-03, the company has not only consolidated the gains but also focused onnew areas of enterprise viz. Joint Ventures for projects outside India, widened the cellularand CDMA-based WLL customer base , set up internet and allied services on all India basis.Bharti AirtelAirtel comes from Bharti Airtel Limited, one of Asia¶s leading integrated telecom servicesproviders with operations in 18 countries across Asia and Africa. Bharti Airtel since itsinception has been at the forefront of technology and has pioneered several innovations inthe telecom sector.The company is structured into four strategic business units - Mobile, Telemedia, Enterpriseand Digital TV. The mobile business offers services in India, Sri Lanka and Bangladesh. TheTelemedia business provides broadband, IPTV and telephone services in 89 Indian cities.The Digital TV business provides Direct-to-Home TV services across India. The Enterprisebusiness provides end-to-end telecom solutions to corporate customers and national andinternational long distance services to telcos. 14
  • Reliance CommunicationsReliance ± Anil Dhirubhai Ambani Group, an offshoot of the Reliance Group founded byShri Dhirubhai H Ambani (1932-2002), ranks among India¶s top three private sector businesshouses in terms of net worth. The group has business interests that range fromtelecommunications (Reliance Communications Limited) to financial services (RelianceCapital Ltd) and the generation and distribution of power (Reliance Infrastructure Limited).Reliance ± ADA Group¶s flagship company, Reliance Communications, is Indias largestprivate sector information and communications company, with over 100 million subscribers.It has established a pan-India, high-capacity, integrated (wireless and wireline), convergent(voice, data and video) digital network, to offer services spanning the entire infocomm valuechain.TATA Teleservices Ltd.Tata Teleservices Limited spearheads the Tata Group¶s presence in the telecom sector. TheTata Group had revenues of around USD 70.8 billion in Financial Year 2008-09, andincludes over 90 companies, over 363,039 employees worldwide and more than 3.5 millionshareholders.Incorporated in 1996, Tata Teleservices is the pioneer of the CDMA 1x technology platformin India. It has embarked on a growth path since the acquisition of Hughes Tele.com (India)Ltd [renamed Tata Teleservices (Maharashtra) Limited] by the Tata Group in 2002. Itlaunched mobile operations in January 2005 under the brand name Tata Indicom and todayenjoys a pan-India presence through existing operations in all of India¶s 22 telecom Circles.The company is also the market leader in the fixed wireless telephony market. Thecompany¶s network has been rated as the µLeast Congested¶ in India for five consecutivequarters by the Telecom Regulatory Authority of India through independent surveys. 15
  • Vodafone EssarVodafone is the worlds leading international mobile communications group withapproximately 341 million proportionate customers as on 31 March 2010. Vodafonecurrently has equity interests in 31 countries across five continents and around 40 partnernetworks worldwide.The Essar Group is a diversified business corporation with a balanced portfolio of assets inthe manufacturing and services sectors of Steel, Energy, Power, Communications, ShippingPorts & Logistics, and Projects. Essar employs more than 50,000 people across offices inAsia, Africa, Europe and the Americas.**Figures from Cellular Operators Association of India, May 2010IdeaIDEA Cellular is a publicly listed company, having listed on the Bombay Stock Exchange(BSE) and the National Stock Exchange (NSE) in March 2007.IDEA Cellular is a leading GSM mobile services operator in India with 67 millionsubscribers, under brand IDEA. It is a pan India integrated GSM operator covering theentire telephony landscape of the country, and has NLD and ILD operations.A frontrunner in introducing revolutionary tariff plans, IDEA Cellular has the distinctionof offering the most customer friendly and competitive Pre Paid offerings, for the first timein India, in an increasingly segmented market. From basic voice & Short Message Service(SMS) services to high-end value added & GPRS services such as Blackberry, Datacard,Mobile TV, Games etc - IDEA is seen as an innovative, customer focused brand.IDEA offers affordable and world-class mobile services to varied segments of mobileusers. Be it high end users, or low-end, price sensitive consumers - IDEAs tariff plans aredesigned to suit every pocket. 16
  • With a vision of delighting its customers while meeting their individual communicationneeds anytime, anywhere, IDEA offers seamless coverage to roaming customers travelingto any part of the country, as well as to international traveling customers across over 200countries. IDEA Cellular has partnership with over 400 operators to ensure that customersare always connected while on the move, within the country or other parts of the world.IDEA is the winner of The Emerging Company of the Year Award at The Economic TimesCorporate Excellence Awards 2008-09. The company has received several other nationaland international recognitions for its path-breaking innovations in mobile telephonyproducts & services. It won the GSM Association Award for "Best Billing and CustomerCare Solution´ for 2 consecutive years. It was awarded "Mobile Operator of the YearAward - India´ for 2007 and 2008 at the Annual Asian Mobile News.IDEA Cellular is an Aditya Birla Group Company, Indias first truly multinationalcorporation. The group operates in 25 countries, and is anchored by over 1,30,000employees belonging to 30 nationalities. The Group has been adjudged the 6th TopCompany for Leaders in Asia Pacific Region in 2009, in a survey conducted by HewittAssociates, in partnership with The RBL Group, and Fortune. The Group has also beenrated The Best Employer in India and among the Top 20 in Asia by the Hewitt-EconomicTimes and Wall Street Journal Study 2007. 17
  • Recent TrendsTelecom Regulatory Authority of India (TRAI) released it¶s Nov 2009 telecom subscriptiondata. Indian Telecom Industry reported a 3.3% month-to-month growth in Nov 09. y 54.3 crore people in India with a Telephone connection y Tele-density at 46.32 y 1.76 new wireless connections in Nov 09 y Broadband Subscription at 75.5 lakhsIndian Telecom Industry in India has reported robust growth in 2009 despite global economicslowdown thanks to the affordable tariff options and attractive offers from different mobileservice providers. Total Tele-Density Wireless Wireline30th Nov 2008 37.413 32.34 33.608 3.80530th Nov 2009 54.320 46.32 50.604 3.716Change 45.19% 50.57% -2.34%16.9 crore new phone connections have been added in last 12 months period ± a 45.19%growth. Wireless segment reported 50.57% growth in the period but Wireline connectionsdecreased by 2.34% in the period a major setback to BSNL and MTNL which holds majorityof Wireline connections in India. 18
  • Tata BSNL Vodaphone Airtel Reliance Idea AircelNov 08 3.1016 4.5279 5.8764 8.2920 5.9569 3.2809 1.5375Nov 09 5.3992 6.0780 8.8607 11.6013 9.0987 5.5905 2.9354Change 74% 34.2% 50.8% 39.9% 52.7% 70.4% 90.8%Aircel, Tata Teleservices and Idea reported highest growth in the last 12 months period.In Nov 2009 Tata Teleservices added more number of connections (18.84%) followed byBharti Airtel (15.85), Vodaphone (15.74%) and Reliance Communications (15.7%) a clearsignal that subscribers are more inclined to attractive tariff plans.Reliance made a major improvement in Nov 09 (15.7%) compared to Oct 09 (12.56%) due tothe Simply Reliance attractive tariff structure. BSNL also advanced in Nov 09 may be due tothe introduction of its 3G services in some cities.One thing is very clear from last few months data ± customers are looking for attractive tariffplans and cheap call rates, they cannot be fooled with just some simple freebies like extratalk time or an extended validity offer. December month data may give more clear picture asUninor started its operation in India in Dec 09 with a very simple packages with lowest callrates.Prior to Tata Docomo¶s entry Mobile service providers in India were attracting customerswith simple freebies like talk time offers, extended validity, cheap calls to same providernumbers, low night talktime etc while holding the actual call rates at very high levels.But that things are the past. Now customers have so many options. Customer is the Kingnow. Providers have to come down to earth to survive in this highly competitive telecommarket in the world. 19
  • Bharti AirtelAirtel comes from Bharti Airtel Limited, one of Asia¶s leading integrated telecom servicesproviders with operations in 18 countries across Asia and Africa. Bharti Airtel since itsinception, has been at the forefront of technology and has pioneered several innovations inthe telecom sector.The company is structured into four strategic business units - Mobile, Telemedia, Enterpriseand Digital TV. The mobile business offers services in India, Sri Lanka and Bangladesh. TheTelemedia business provides broadband, IPTV and telephone services in 89 Indian cities.The Digital TV business provides Direct-to-Home TV services across India. The Enterprisebusiness provides end-to-end telecom solutions to corporate customers and national andinternational long distance services to telcos.Business DivisionsMobile ServicesBharti Airtel offers GSM mobile services in all the 23-telecom circles of India and is thelargest mobile service provider in the country, based on the number of customers.Airtel Telemedia ServicesThe group offers high speed broadband internet with a best in class network. With Landlineservices in 94 cities we help you stay in touch with your friends & family and the world. Getworld class entertainment with India¶s best direct to home (DTH) service digital TV in morethan 150 cities 20
  • Enterprise servicesEnterprise Services provides a broad portfolio of services to large Enterprise and Carriercustomers. This division comprises of the Carrier and Corporate business unit. EnterpriseServices is regarded as the trusted communications partner to Indias leading organizations,helping them to meet the challenges of growthDigital TV ServicesDiscover the magical experience of digital enterainment with Airtel. From DVD qualitypicture and sound,the best and widest variety of channels and programmes to the best on-demand content on Airtel Live, your tv viewing experience change forever with digital TVfrom Airtel!Vision & promiseBy 2010 Airtel will be the most admired brand in India:Loved by more customersTargeted by top talentBenchmarked by more businesses³ We at Airtel always think in fresh and innovative ways about the needs of our customersand how we want them to feel. We deliver what we promise and go out of our way to delightthe customer with a little bit more.´ 21
  • Airtel BrandAirtel was born free, a force unleashed into the market with a relentless and unwaveringdetermination to succeed. A spirit charged with energy, creativity and a team driven ³to seizethe day´ with an ambition to become the most globally admired telecom service. Airtel, injust ten years of operations, rose to the pinnacle to achivement and continues to lead.As Indias leading telecommunications company Airtel brand has played the role as a majorcatalyst in Indias reforms, contributing to its economic resurgence.Today we touch peoples lives with our Mobile services, Telemedia services, to connectingIndias leading 1000+ corporates. We also connect Indians living in USA, UK and Canadawith our callhome service. Bharti Airtel is 3rd largest in-country mobile operator in the world 6th largest in-country integrated telecom operator in the world Ranked number 5 in the best performing technology companies in the world by BusinessWeek India¶s most innovative company by Wall Street Journal Winner of Gallup Great workplace for being one of the best places to work worldwide Ranked 188 in the FT 500 world¶s largest companies 2009 ranked by Financial Times 22
  • FactsheetName Bharti Airtel Limited.Business Provides mobile services in all the 22 telecom circles in India, SrilankaDescription and Bangladesh. Was the first private operator to have an all India presence. Provides telemedia services (fixed line and broadband services through DSL) in 89 cities in India. Also offers DTH and IPTV services.Established July 07, 1995, as a Public Limited CompanyProportionate Rs. 396,150 million (year ended March 31, 2010-Audited)Revenue Rs. 369,615 million (year ended March 31, 2009-Audited) As per US GAAP AccountsProportionate Rs. 160,268 million (year ended March 31, 2010 - Audited)EBITDA Rs. 151,678 million (year ended March 31, 2009 - Audited) As per US GAAP AccountsShares in Issue 3,797,530,096 as at Mar 31, 2010Listings The Stock Exchange, Mumbai (BSE) The National Stock Exchange of India Limited (NSE)MarketCapitalisationCustomer Base 130,616,487 GSM mobile and 3,092,009 Telemedia Customers (status as on Apr 30, 2010)Operational Provides GSM mobile services in all the 22 telecom circles in India,Network Srilanka and Bangladesh. Was the first private operator to have an all India presence. Provides telemedia services (fixed line) in 89 cities in India. 23
  • Registered Bharti Airtel LimitedOffice (A Bharti Enterprise) Bharti Crescent, 1 Nelson Mandela Road, Vasant Kunj Phase II New Delhi - 110 070. Tel. No.: +91 11 4666 6100 Fax No.: +91 11 4666 6411 24
  • Bharti Airtel- Organization Structure 25
  • Literature ReviewIndian telecom sector has been one of the favorite destinations for investments by globalinvestors, be it private equity majors or venture capitalists. Last few years have witnessedmany activities on the foreign direct investment front with worlds leading telecom operatorspicking up large stakes in domestic operators.Meanwhile, listed telecom operators such as Bharti Airtel, Reliance Communication, IdeaCellular and Tata Communication have emerged as favourites among foreign institutionalinvestors on Dalal Street. With a clear focus on customers, quality services and new brands,the sector is witnessing new highs under the leadership of some eminent professionals in theindustry.The powerhouse behind Indias largest telecom empire, Sunil Mittal, Chairman and GroupCEO, Bharti Enterprises, built the company from scratch. Under his guidance, the companyhas grown from a basic telecom equipment provider to an integrated telecom solutionsprovider with a presence across all the 22 telecom circles in India and an aggregatesubscriber base of 105 million customers (as of June 30, 2009). The companys revenuesgrew from Rs 1500 crore in FY02 to over Rs 37,000 crore in 2009, representing acompounded annual growth rate of 58% in last seven years.Mr Mittals strong business acumen gives him a flair for sensing new business opportunities;like the $23 billion deal between Bharti Airtel and South African Company, MTN, hasprovided a pivotal development in the sector. It has marked the entry as the biggest overseasdeal to date, surpassing Tatas acquisition of Corus for 12.2$ billion.In a similar move, Japanese mobile operator NTT DOCOMO acquired a 26% stake in TataTeleservices (TTL). For some time, TTL has been jockeying to find a market niche in thetelecom space, juggling a number of usage and payment schemes and services. Anil Sardana,Managing Director of Tata Teleservices Limited spearheaded these differentiation efforts,which have culminated in the DOCOMO deal. 26
  • Having orchestrated significant turnarounds in previous ventures, Mr Sardana is well-equipped to handle the challenges of the telecom sector. Under his visionary guidance, thecompany has gone through a period of strong growth and performance, which resulted insignificant increases in market penetration and subscribers acquisition.Other strides in the sector during the year included policy initiatives pertaining to theallocation of spectrum for the 3G and broadband wireless access (BWA) services and mobilenumber portability.This has led several players take advantage and get ahead of their pack.Mr S P Shukla, President, Wireless, RComm said that the company has been aggressivelymaking inroads in rural India through high-speed wireless internet service plan along withsome other value-added services specific to the rural needs. "The next wave of telecomgrowth is emerging from rural India. RComm is committed to drive this exponential growththrough innovative service offerings and tariffs," said Mr Shukla.His farsightedness and proactive approach has enabled Reliance to achieve cash break-evenin just 3 years. Mr Shukla has been a pioneer in the Indian mobile industry with the launch offirst SMS and first prepaid cars in India. Under his leadership, Reliance took the lead inpostpaid offerings in its first year itself. This year, Mr Shukla also led the launch of thenational GSM service by Reliance, which created history with five million mobile subscriberaddition in January 2009.With competition within the telecom sector intensifying, the industry is in need of strongleadership to direct and channel growth. The prominent leaders in the telecom industry willhave their work cut out for them as they aim to deliver innovative offerings and add morevalue for their customers. 27
  • OBJECTIVES OF THE STUDY 1. To know which VAS( Value Added Service) is mostly used by youth from the retailer¶s point of view. 2. To study the promotional activities and analyze the presence of various telecom operators in Delhi University during 1st-15th June 2010. 3. To understand Youth requirements from a telecom operator and its attitude towards Airtel. 4. To analyze the Retailers Effectiveness Index(REI) of Airtel in North Delhi area. SCOPE OF STUDYThe research to analyze most popular VAS, youth requirements from a telecom operator hasbeen confined to Delhi University campuses( North and South) only and studying of REI hasbeen in areas of North Delhi only. 28
  • RESEARCH METHODOLOGYIntroductionThis section aims to understand the research methodology establishing a framework ofevaluation and revaluation of primary and secondary research. The techniques and conceptsused during primary research in order to arrive at findings; which are also dealt with and leadto a logical deduction towards the analysis and results.Descriptive ResearchThe descriptive research conducted embraced a large proportion of the research. It providedan accurate measure of some aspects of the market environment.Target Population y For the purpose of getting response from retailers, the target population was retailers in the south and the north campus of Delhi University only. y For getting the response from youth, the respondents were taken from Delhi University(south and the north campus) only. y For the purpose of analyzing the Retailers Effectiveness Index(REI) of Airtel in North Delhi, Kamla nagar, Shakti nagar and Mukerji nagar area were taken.Sample Size y 30 retailers were selected for the purpose of analyzing the most popular VAS among youth as per retailers. y 50 youth were taken to analyze the youth¶s requirements from a telecom operator. y 32 retailers were taken to analyze Retailers Effectiveness Index(REI) of Airtel in North Delhi. 29
  • Data Collection methodQuestionnaireThe questionnaire method has come to the more widely used and economical means of datacollection. The common factor in all varieties of the questionnaire method is this reliance onverbal responses to questions, written or oral. The researchers found it essential to make surethat the questionnaire was easy to read. It was also important as researchers to respect thesamples time and energy hence the questionnaire was designed in such a way, that itsadministration would not exceed 8-10 mins. These questionnaires were personallyadministered.FieldworkImportant considerations in the fieldwork were :1. Respondents were kept at outmost ease before filling of the questionnaires. For this someof the reluctant respondents were ensured that the questionnaire had been drafted in thesimplest language and would not take a lot of time.2. Respondents were also ensured that their information would be kept with utmostconfidentiality.3. Social consideration of language was taken and since our group members come fromdifferent regions of the country, respondents were assigned appropriately.4. We had made sure that the questionnaires were filled by ourselves not only for theirconvenience but also because of questions stressing on unaided awareness gauge. Howeverthere were some respondents who were reluctant in that and wanted to fill the questionnairethemselves and hence we allowed them to fill the questionnaires on their own. 30
  • 5. We made sure that we do not influence the respondents in filling up of their responses inany form. Sometimes when the respondents were stuck up with some of the difficultquestions like ranking the brands according to their value of money, we had made sure not togive any kind of assistance to the respondents. 31
  • DATA ANALYSIS AND INTERPRETATIONBased on the type of data collected and the target segment with the appropriate statisticalmethods, inference should be made. The response set of one variable is compared withanother set of variable to ensure a detailed analysis of data.I have used SPSS and MS- Excel software to analyze the data collected. 32
  • Analysis of ³Retailers feedback on youth¶s response towards VAS(ValueAdded Services)´ 1. Number of students walking in each day in a store in North and South campus.Area * Number of students walking in each day Cross tabulationCount Number of students walking in each day Less than 10 10-20 20-30 30-40 40-50 More than 50 TotalArea North campus 0 4 6 5 1 6 22 South campus 1 1 3 0 1 2 8Total 1 5 9 5 2 8 30 South Campus 12% 25% 12% 13% 38% 0% less than 10 10-20 20-30 30-40 40-50 more than 50 33
  • 0% 18% North Campus   7% 5%   7% ¡  % ¢ ¢ £ £ less than 10 10- 0 0- 0 0-40 40-50 more than 50Interpretation: In North campus maximum number of respondents said that around20-30 and more than 50 youth visit their store and this number was 20-30 in case ofSouth campus. 34
  • 2. Preferred connection by youthArea * Preffered Connection Cross tabulationCount Preffered Connection Airtel Vodafone Idea Aircel TotalArea North campus 11 9 1 1 22 South campus 5 3 0 0 8Total 16 12 1 1 30Interpretation: Airtel is the most preferred connection by youth in North as well as Southcampus, however Vodafone is also preferred and is very close to Airtel. Other players arealmost negligible. 35
  • 3. Handset preferred and the telecom operator usedPreffered Connection * Popular Handet CrosstabulationCount Popular Handet Nokia Sony ericson LG Others TotalPreffered Connection Airtel 2 0 0 1 3 ¤ Vodafone 4 1 0 2 Aircel 0 0 1 0 1Total 6 1 1 3 11 36
  • Interpretation: Nokia is the most popular handset among youth who are using Airtel¶s andVodafone¶s telecom services as per retailer. 37
  • 4. Connection preferred and the monthly expenditure on VASPreffered Connection * Monthly Expenditure on VAS by youth CrosstabulationCount Monthly Expenditure on VAS by youth Less than Rs.100 Rs.100-200 More than Rs.200 TotalPreffered Connection Airtel 2 10 4 16 Vodafone 2 6 4 12 Idea 0 0 1 1 Aircel 0 1 0 1 ¥Total 4 1 9 30 38
  • Interpretation: As per retailers, most of the youth visiting their store spends around Rs.100-200 on the Value Added Service used by them whether its Airtel, Vodafone or Aircel. 39
  • Analysis of ³Youth Requirements from a telecom operator´ 1. Number Of People Using Different Telecom Operator¶s Services-Gender Wise which telecom operators services are using currently? * Gender CrosstabulationCount Gender Male Female Totalwhich telecom operators services are using Airtel 10 11 21currently? ¦ ¦ Vodafone 10 1 Idea 2 2 4 Aircel 2 0 2 Others 3 3 6 ¦Total 2 23 50 40
  • Interpretation: ‡ Majority of the respondents use either Airtel or Vodafone. ‡ Out of the sample of 50 youth,21 use Airtel and 17 use Vodafone. ‡ Out of 21 users of Airtel, 10 were males and 11 were females and in case of Vodafone 10 were males and 7 were females out of total of 17 users. 41
  • 2. Number Of People Using Different Telecom Operator¶s Services Age wisewhich telecom operators services are using currently? * Age CrosstabulationCount Age § 15-18 years 18-21 years 21-24 years 24-2 years Total §which telecom operators Airtel 1 1 12 21services are using currently? § Vodafone 1 0 12 4 1 Idea 1 0 2 1 4 Aircel 0 0 2 0 2 Others 0 0 2 4 6Total 3 1 30 16 50 42
  • Interpretation:‡ Maximum respondents were in the age group of 21-24, where 11 people use Airtel and 8 use Vodafone.‡ In all other age groups the usage of Airtel and Vodafone is almost equal. 43
  • 3. Reason For Choosing The Current Telecom Operatorwhich telecom operators services are using currently? * what made you opt for the above chosen operatorCrosstabulationCount what made you opt for the above chosen operator Value Added Recommendati Flexible Services(SMS, ons from recharge Caller tunes friends, Good network options etc) Brand value relatives etc. TotalWhich telecom Airtel 10 2 0 5 4 21operator¶s services are ¨ ¨ Vodafone 2 1 3 4 1you using currently? Idea 1 1 0 0 2 4 Aircel 0 2 0 0 0 2 Others 0 2 0 2 2 6Total 13 14 1 10 12 50 44
  • Interpretation:‡ The major reason of choosing Airtel by youth is its ³Good Network´.‡ For Vodafone it is its ³Flexible Recharge Options´. 45
  • 4. Services Mostly Used By YouthWhich service do you use the most? * Gender CrosstabulationCount Gender Male Female Totalwhich service do you use the SMS 8 10 18most? Night calling 6 2 8 Full talk time 12 11 23 others 1 0 1 ©Total 2 23 50 Interpretation: The services mostly used by youth are ³Full talk time and SMS´. 46
  • ANOVA Analysis: To find out whether the level of Importance attached to various factors differs among Males and Females. Ho- There is no difference between the level of Importance attached to various factors among Males and Females. Ha- There is difference between the level of Importance attached to various factors among Males and Females. Level of significance- 5%Descriptives 95% Confidence Interval for Mean Std. Std. Lower Upper N Mean Deviation Error Bound Bound Minimum Maximum   Importance of Network while Male 2 4.3 .492 .095 4.18 4.5 4 5buying a connection  Female 23 4.48 .511 .106 4.26 4. 0 4 5  Total 50 4.42 .499 .0 1 4.28 4.56 4 5 Importance of Flexible Male 2 5.00 .000 .000 5.00 5.00 5 5recharge options while Female 23 5.00 .000 .000 5.00 5.00 5 5buying a connection Total 50 5.00 .000 .000 5.00 5.00 5 5   Importance of Value Added Male 2 3.0 .6 5 .130 2.81 3.34 2 4Services while buying a Female 23 3.04 .638 .133  2. 3.32 2 4connection  Total 50 3.06 .652 .092 2.8 3.25 2 4 Importance of Tariff Plan Male 2 4.48 .509 .098 4.28 4.68 4 5while buying a connection Female 23 4.43 .50  .106 4.22 4.65 4 5  Total 50 4.46 .503 .0 1 4.32 4.60 4 5 Importance of Roaming Male 2 3.63 .688 .132 3.36 3.90 3 5Charges while buying a Female 23 3.65  .5 3 .119 3.40 3.90 3 5connection Total 50 3.64 .631 .089 3.46 3.82 3 5  Importance of Brand Value Male 2 4.19 . 36 .142 3.89 4.48 3 5while buying a connection Female 23 4.13   . 5 .158 3.80 4.46 3 5   Total 50 4.16 . 38 .104 3.95 4.3 3 5 Importance of Male 2 3.41 1.010 .194 3.01 3.81 2 5Recommendation while Female 23  3. 4 1.13  .23  3.25 4.23 2 5buying a connection  Total 50 3.56 1.0 2 .152 3.26 3.86 2 5 47
  • ANOVA Sum of Squares df Mean Square F Sig. Importance of Network while Between Groups .145 1 .145 .5 .451buying a connection Within Groups 12.035 48 .251 Total 12.180 49Importance of Flexible Between Groups .000 1 .000 . .recharge options while Within Groups .000 48 .000buying a connection Total .000 49  Importance of Value Added Between Groups .012 1 .012 .02 .8 1Services while buying a Within Groups 20.808 48 .434connection Total 20.820 49    Importance of Tariff Plan Between Groups .02 1 .02 .105 . 4while buying a connection Within Groups 12.393 48 .258 Total 12.420 49Importance of Roaming Between Groups .006 1 .006 .016 .901Charges while buying a Within Groups 19.514 48  .40connection Total 19.520 49     Importance of Brand Value Between Groups .03 1 .03 .06 . 9while buying a connection Within Groups 26.683 48 .556  Total 26. 20 49  Importance of Between Groups 1.36 1 1.36 1.194 .280Recommendation while Within Groups 54.953 48 1.145buying a connection Total 56.320 49 Interpretation: the calculated value for all the factors comes out to be greater than the level of significance, therefore we accept Null Hypothesis i.e. there is no difference between the level of Importance attached to various factors among Males and Females. 48
  • 5. Monthly Expenditure On Telecom By Youthwhat is your monthly spending on mobile bills?(talk time balance,SMS etc) * Gender CrosstabulationCount Gender Male Female Total  what is your monthly spending Less than Rs.300 10 1on mobile bills?(talk time  Rs.300-600 9 16balance,SMS etc) Rs.600-900 5 6 11 More than Rs.900 5 1 6 Total 2 23 50 Interpretation: ‡ Majority of the respondents spend either less than Rs.300 or Rs.300-600. ‡ The number of male and female respondents in the bracket of Rs.600-900 is almost equal. ‡ In the bracket of more than Rs.900, the number of males is more than females. 49
  • 6. Satisfaction Level Of Youth with Their Current Telecom OperatorsWhich telecom operators services are using currently? * What is your level of satisfaction with your current telecomservice provider? CrosstabulationCount what is your level of satisfaction with your current telecom service provider? Highly Neither Satisfied Dissatisfied Dissatisfied nor Dissatisfied Satisfied Totalwhich telecom operators Airtel 0 0 9 12 21services are using currently?   Vodafone 1 0 9 1 Idea 1 1 0 2 4 Aircel 0 0 2 0 2 Others 0 2 2 2 6Total 2 3 22 23 50 50
  • Interpretation: ‡ All the users of Airtel were either Highly Satisfied of Satisfied with Airtel¶s services. ‡ For other players, few users of Vodafone, Idea and Tata were Dissatisfied with their respective service providers because of their poor customer service. 51
  • 7. Youth Perception Of Company Providing ³Value For Money ´which of the following companies provide "value for money"? Frequency Percent Valid Percent Cumulative PercentValid Airtel 18 36.0 36.0 36.0  Vodafone 20 40.0 40.0 6.0 Idea 5 10.0 10.0 86.0 Aircel 2 4.0 4.0 90.0 Others 5 10.0 10.0 100.0 Total 50 100.0 100.0Interpretation: ‡ Majority of the respondents feel Vodafone provides ³Value For Money´ mainly because of its variety of ³Flexible recharge options´. ‡ Next to Vodafone is Airtel with 36%, the reason being its ³Great Network´. 52
  • 8. Improvements/changes Airtel Should Make As Per Youthwhat change/improvement would you like Airtel to make?(if you are an Airtel customer) Frequency Percent Valid Percent Cumulative Percent   Valid Lower call rates, better SMS Packs. 35 0.0 0.0 0.0  Number Portability 2 4.0 4.0 4.0  Reduced STD rates and roaming 2 4.0 4.0 8.0 charges Free customer care service 8 16.0 16.0 94.0 Everything is good. 1 2.0 2.0 96.0 Introduce 3G 1 2.0 2.0 98.0 Stop unnecessary promotional 1 2.0 2.0 100.0 messages Total 50 100.0 100.0 53
  • Interpretation:70% of the respondents feel Airtel should come up with new variety of Schemes withlower call rates and better SMS packs. 54
  • Analysis of the Presence of various Telecom Operators in DU Campuses during 1st-15th June 2010Service Providers Spl. Campus pack Features NotesAirtel Yes 1)340 free national+ local SMS 2)Free lifetime incoming 3)1p/sec calling 4)Night calling @Re.1/20 minVodafone yes Reduced Rates: 1)Special rates applicable within the college area 1)All local calls @1p/2sec 2)Daily decrement of Re 1 applicable 2)All STD calls @2p/2sec 3)Calls originating from the campus area will start with a beep sound 3)SMS @60P 4)Campus area can also be identified by the cell information display reading ͞CAMPUS͟ 5)All calls from outside the campus premises@ 1.2p/sec and SMS @ 60p flat 55
  • 6)Tariff validity of 3 years 7)Campus card tariff benefit will not be applicable if you recharge with any other tariff bonus card or Rs 40 bonus card.Idea NoAircel No 56
  • Promotional Activities in CampusesNorth Campus Communication level andService provider Activities Visibility reaching out to the youth 1)Free Sim Card. Medium, only Good. Representatives 2)Outside University Metro outside metro well versed about the new station, informing people station and pack and the schemes about campus pack and its hoardings of campus offered.Vodafone benefits pack in campus. 1)Free Sim Card. Medium to High, Good. Representatives 2) Canopy inside University inside and outside well versed about the Metro station and around metro station and schemes offered. campus, informing people inside metro train about the "Your Gang" offer towards university. and the various usualIdea schemes . Low, cab service Poor. No visibility and Free cab service to students offered only in the communication. from University metro initial few days, rest station to various colleges no other activity orAircel in campus scheme. 1)Free Sim Card. High, outside metro Good. Representatives 2)Outside University Metro station and well versed about the new station, informing people everywhere around pack and the schemes about various schemes and the campus. offered. Airtel cab moving aroundAirtel the campus. 57
  • South CampusServiceprovider Activities Visibility Communication level and reaching out to the youth None Zero ZeroVodafone Canopy Low Limited opposite venketeshwara collegeIdea None Zero ZeroAircel Small stall Medium Limited outside Atma ram college.Airtel 58
  • Findings:Telecom Promoters Hoardings Cab Canopies Visibility Communication and Reachoperators to the youthAirtel Yes No Yes Yes High GoodVodafone Yes Yes No No Medium AverageIdea Yes Yes No Yes High GoodAircel No No Yes No Low Poor 59
  • Ascertaining Retailer Effectiveness Index( REI) Of Various Telecom Operators in North DelhiParameters on which REI is ascertained: 1) Noticeability- on the basis of number and placement of different elements like posters, shelf strips etc. in a retail outlet. 2) Recommendation of the Retailer- the brand recommended by the retailer to a customer. 60
  • 1. Retailers Recommendation of Telecom Operators( First 3 Priorities) Retailers recommendation Frequency 1. Airtel 2. Vodafone 3. Idea 15 1. Airtel 2.Vodafone 3.Reliance 2 1. Airtel 2. Vodafone 3. Aircel 2 1. Airtel 2. Aircel 3. Vodafone 1 1. Vodafone 2. Idea 3. Airtel 1 1. Vodafone 2. Airtel 3. Idea 9 1. Vodafone 2. Reliance 3. Aircel 1 1. Idea 2.Airtel 3. Vodafone 1 Total 32 Retailers Recommendation(First 3 Priorities) 3% 3%   1. irtel 2. af   e 3. I ea    1. irtel 2. af   e 3.Relia ce ! " ! 1. irtel 2. af % # $# e 3. ircel 28% ! " ! 47% 1. irtel 2. ircel 3. af % # $# e   1. af   e 2. I ea 3. irtel    1. af   e 2. irtel 3. I ea    1.  af e 2. Relia ce 3. ircel   3% 1. I ea 2. irtel 3.  af   e 6% 3% 7%Interpretation: 47% of the retailers recommend Airtel first followed by Vodafone and then Idea. 61
  • 2. Retailers Recommendation( 1st Priority) Retalers Recommendation( 1st Frequency Priority) Airtel 20 Vodafone 11 Idea 1 Total 32 Retailers Recommendation( 1st Priority) 3% 34% Airtel & af ) ( e I ea ( 63%Interpretation: Airtel is the Brand which is the first priority of retailers when it comesto recommending to the customers. 63% of the retailers surveyed, first recommend Airtel. 62
  • 3. Reason For Recommending a particular Telecom Operator Reason For Recommendation Good Network High demand, Good Promotion Brand Value Total Airtel 16 0 4 20 Vodafone 3 7 1 11 Idea 0 1 0 1 Total 32 18 16 14 12 10 8 6 4 2 0 Good Network High demand, Good Brand Value Promotion Airtel Vodafone Idea Interpretation: The major reason for recommending Airtel is its Good Network. However for Vodafone, the reason is not by way of recommendation, it is its Promotion which has lead to its high demand. 63
  • 4. Noticability of various Telecom Operators Telecom Operators Airtel Vodafone Idea Aircel Elements Posters 96 96 80 32 Shelf Strip 64 28 24 18 Danglers 60 48 48 24 120 100 80 60 40 20 0 Airtel Vodafone Idea Aircel Posters Shelf Strip Danglers Interpretation: Airtel is good on Noticeability. Whether it is Posters, Shelf Strip or Danglers, it has got the highest number. However Vodafone is very close to Airtel. 64
  • Conclusions and SuggestionsRetailers feedback on youth¶s response towards VAS(Value AddedServices)´ y The most popular VAS among youth is SMS followed by Internet. y The use of other VAS like caller tunes, games etc. is almost negligible. y As per retailers, Airtel is mostly used connection by youth followed by Vodafone. y Nokia is the handset that is most popular among youth and sells the most. y The monthly expenditure on VAS by youth is on an average Rs. 100-200.Youth Requirements from a telecom operator‡ Airtel and Vodafone are the most preferred Brands among youth.‡ Although Airtel has slightly higher number of users than Vodafone but still people perceive Vodafone as a Brand that provides ³Value for Money´ because of its flexible recharge options. Reason why Airtel lags behind Vodafone in terms of providing ³Value for money´: ‡ Almost all the schemes offered by both the companies are same. ‡ The only aspect which attracts youth is that Vodafone has branded and offered its various schemes differently like ³Bonus Card´ , ³Apne Minutes´ etc. ‡ So the reason behind Airtel lagging behind Vodafone in terms of providing ³Value for Money´is the lack of communication and awareness that youth has of Airtel¶s offerings.‡ There is still a mindset of people that Airtel is somewhat expensive because of its positioning in the market in such a way. 65
  • Presence of various Telecom Operators in DU Campuses during 1 st-15thJune 2010 ‡ Airtel and Idea were most active and visible in both the campuses. ‡ Vodafone was somewhat active in the north campus only. ‡ Aircel was present for initial few days at the north campus only where too it failed to mark its presence. ‡ Other small players were nowhere in the picture. Retailer Effectiveness Index( REI) Of Various Telecom Operators in North Delhi ‡ Airtel is the most recommended brand by retailers in North Delhi region followed by Vodafone. ‡ The major reason for recommending Airtel is its Good Network. ‡ For Noticeaability also, Airtel is highly visible but Vodafone too is not far behind. ‡ Overall, Airtel¶s REI is good in North Delhi region. However Vodafone is also catching up. 66
  • Suggestions y Youth perceive Airtel as an expensive brand as compared to other players especially Vodafone, whereas the fact is that the tariff rates and the plans offered by all the companies are similar. Therefore Airtel should communicate its offerings and reach out to youth by revising its advertisement campaigns. y The website of Airtel is not user friendly as all the information regarding the tariff plans and the schemes is displayed in a cumbersome manner. Whereas, if we see the websites of its competitors like Vodafone, all the information is accessible easily. Its plans etc. are displayed in an attractive manner like chota recharge, bonus cards etc. Therefore Airtel must make the required changes. y While conducting youth survey, many people associated Airtel as a brand for their parents or people older to them. So Airtel must target youth in a more effective manner by creating and communicating youth oriented products. 67
  • BibliographyNaresh K Malhotra- Marketing Researchhttp://en.wikipedia.org/wiki/Communications_in_Indiahttp://www.bsnl.co.in/about.htmhttp://delhi.mtnl.net.in/glance/index.htmhttp://www.tatateleservices.com/t-aboutus-ttsl-organization.aspxhttp://www.vodafone.in/existingusers/pages/aboutus.aspxhttp://www.ideacellular.com/IDEA.portal?_nfpb=true&_pageLabel=IDEA_Page_AboutIdeahttp://www.dot.gov.in/osp/Brochure/Brochure.htm#ITGhttp://economictimes.indiatimes.com/articleshow/5049103.cmshttp://airtel.in/wps/wcm/connect/about+bharti+airtel/Bharti+Airtel/About+Bharti+Airtel/ 68
  • Annexure RETAILERS QUESTIONNAIRE YOUTH¶S RESPONSE TOWARDS VASQ1). How many youth walk in at your store in a day?a) Less than 10b) 10-20c) 20-30d) 30-40e) 40-50f) More than 50Q2). What do the youth demand for?a) Handsets with connectionb) Only Handsets (Go to Q3)c) Only connection ( Go to Q4)Q3). Which is the most popular Handset Brand among youth? a) Nokia b) Sony Ericson c) Samsung d) Motorola e) Blackberry f) LG g) Others, please specify__________________ 69
  • Q4). Which of the following is mostly demanded Connection by the youth? a) Airtel b) Vodafone c) Idea d) Tata Docomo e) Any other, please specify________________ Q5). Which of the following are mostly used VAS products by the youth? a) SMS b) Internet c) MMS d) Games e) Hello tunes f) Others, please specify________________ Q6). Amongst few listed below, which are the VAS products that have rapid growth?a) SMSb) Internetc) MMSd) Gamese) Hello tunesf) Others, please specify________________ 70
  • Q7). On the basis of option chosen above, how much do you think on an average a youth spends onit every month?a) Less than Rs.100b) Rs.100 ± 200c) More than Rs.200Q8). How do you see VAS products as perceived by the youth in the future ahead? _____________________________________________________________ ______________________________________________________________ ______________________________________________________________ _______________________________________________________________Q9). Any other service that a consumer asks for apart from those listed above? __________________________________________________________ _____________________ _____________________________________Personal Information:Name:Address:Contact Number 71
  • Questionnaire Understanding Youth Requirements from a Telecom OperatorQ1) Which Telecom operator¶s services are you using currently? 1. Airtel 2. Vodafone 3. Idea 4. Aircel 5. Virgin Mobile 6. MTS 7. Others, please specify__________Q2) What made you opt for the above chosen operator? 1. Good network 2. Flexible recharge options 3. Value Added Services (SMS, caller tunes etc.) 4. Brand value 5. Recommendations from friends, relatives etc. Q3) How important the following factors are to you when you buy a new connection. (Please tick the appropriate box, 1 being least important¶ and 5 being¶ most important¶ factor.) 1 2 3 4 5 Network Flexible recharge options Value Added Services (SMS, Internet etc.) Tariffs plan Roaming Charges Brand value Recommendations from friends, relatives etc. 72
  • Q4) Which of the following services do you use the most? 1. SMS 2. Night calling 3. Full talk time 4. Any Other, please specify________________Q5) What is your monthly spending on your mobile bills (Talk time balance, SMS, caller tunes etc.)? 1. Less thanRs.300 2. Rs.300-600 3. Rs.600-900 4. More than Rs.900Q6) Which talk time recharge pack do use the most? ____________________________________________________________________Q7) What is your level of satisfaction with your current telecom service provider? 1. Highly dissatisfied 2. Dissatisfied 3. Neither satisfied nor dissatisfied 4. Satisfied 5. Highly satisfied 73
  • Q8) In your opinion which of the following companies provide ³Value for Money´ and why? 1. Airtel 2. Vodafone 3. Idea 4. Aircel 5. Virgin Mobile 6. MTS 7. Others, please specify__________Q9) What is it that will make you switch to Airtel? (if you are not an Airtel customer) ___________________________________________________________________ ___________________________________________________________________Q10) What improvement/change would you like Airtel to make? (if you are an Airtel customer) ___________________________________________________________________ ___________________________________________________________________Personal Details: 1. Name: 2. Gender: o Male o Female 3. Age( please tick the appropriate box) o 15-18 years o 18-21 years o 21-24 years o 24-27 years 74
  • Name of theOutlet Name of the Market Retailers recommendation ReasonPick N Pay Shakti nagar 1. Airtel 2. Vodafone 3. Idea Good Network High demand, GoodSpeed Teleservices Shakti nagar 1. Vodafone 2. Idea 3. Airtel PromotionAnurag High demand, GoodCommunications Shakti nagar 1. Vodafone 2. Airtel 3. Idea PromotionSonu Telecom Shakti nagar 1. Airtel 2.Vodafone 3.Reliance Good Network High demand, GoodKumoun Telecom Shakti nagar 1. Vodafone 2. Airtel 3. Idea PromotionGupta Telecom Shakti nagar 1. Airtel 2.Vodafone 3.Reliance Good NetworkNimbus Telecom Shakti nagar 1. Airtel 2. Vodafone 3. Idea Good NetworkBansal Telecom Shakti nagar 1. Vodafone 2. Airtel 3. Idea Good Network High demand, GoodSatyam Corner Shakti nagar 1. Vodafone 2. Airtel 3. Idea Promotion 1. Vodafone 2. Reliance 3.Venus Telecom Shakti nagar Aircel Good Network High demand, GoodAccess Telecom Shakti nagar 1. Vodafone 2. Airtel 3. Idea PromotionAtul Times Shakti nagar 1. Airtel 2. Vodafone 3. Idea Brand ValueBajaj Communication Kamla Nagar 1. Airtel 2. Vodafone 3. Idea Good NetworkPopular Telecom Kamla Nagar 1. Airtel 2. Vodafone 3. Idea Good NetworkPlanet Telecom Kamla Nagar 1. Airtel 2. Vodafone 3. Idea Good NetworkHi-Fi Electronics &Electricals Kamla Nagar 1. Airtel 2. Vodafone 3. Aircel Brand ValueMann Telecom Kamla Nagar 1. Airtel 2. Vodafone 3. Aircel Good NetworkModern Telecom Kamla Nagar 1. Airtel 2. Vodafone 3. Idea Brand ValueS.K Communication Kamla Nagar 1. Airtel 2. Vodafone 3. Idea Brand ValueHarish Telecom Kamla Nagar 1. Airtel 2. Vodafone 3. Idea Good NetworkGeneral Telecom Kamla Nagar 1. Airtel 2. Vodafone 3. Idea Good NetworkYS Telecom Kamla Nagar 1. Airtel 2. Vodafone 3. Idea Good Network High demand, GoodAshok Hudson Lane 1. Vodafone 2. Airtel 3. Idea PromotionRaj Mobile Store Hudson Lane 1. Airtel 2. Aircel 3. Vodafone Good Network High demand, GoodPlus 2000 World Hudson Lane 1. Vodafone 2. Airtel 3. Idea PromotionTip Top Corner Hudson Lane 1. Airtel 2. Vodafone 3. Idea Good Network High demand, GoodNice Communication Hudson Lane 1. Idea 2.Airtel 3. Vodafone PromotionOne Mobile Hudson Lane 1. Airtel 2. Vodafone 3. Idea Good Network Edward Line,Gumber Telecom Kingsway Camp 1. Vodafone 2. Airtel 3. Idea Good Network Gate Of ZoologyGem Computer Dept.,DU 1. Airtel 2. Vodafone 3. Idea Good Network Edward Line,Prince Audio Palace Kingsway Camp 1. Vodafone 2. Airtel 3. Idea Brand ValueNew Connections Kamla Nagar 1. Airtel 2. Vodafone 3. Idea Good Network 75