Your SlideShare is downloading. ×
21210809 project-report-on-market-share-of-airtel
21210809 project-report-on-market-share-of-airtel
21210809 project-report-on-market-share-of-airtel
21210809 project-report-on-market-share-of-airtel
21210809 project-report-on-market-share-of-airtel
21210809 project-report-on-market-share-of-airtel
21210809 project-report-on-market-share-of-airtel
21210809 project-report-on-market-share-of-airtel
21210809 project-report-on-market-share-of-airtel
21210809 project-report-on-market-share-of-airtel
21210809 project-report-on-market-share-of-airtel
21210809 project-report-on-market-share-of-airtel
21210809 project-report-on-market-share-of-airtel
21210809 project-report-on-market-share-of-airtel
21210809 project-report-on-market-share-of-airtel
21210809 project-report-on-market-share-of-airtel
21210809 project-report-on-market-share-of-airtel
21210809 project-report-on-market-share-of-airtel
21210809 project-report-on-market-share-of-airtel
21210809 project-report-on-market-share-of-airtel
21210809 project-report-on-market-share-of-airtel
21210809 project-report-on-market-share-of-airtel
21210809 project-report-on-market-share-of-airtel
21210809 project-report-on-market-share-of-airtel
21210809 project-report-on-market-share-of-airtel
21210809 project-report-on-market-share-of-airtel
21210809 project-report-on-market-share-of-airtel
21210809 project-report-on-market-share-of-airtel
21210809 project-report-on-market-share-of-airtel
21210809 project-report-on-market-share-of-airtel
21210809 project-report-on-market-share-of-airtel
21210809 project-report-on-market-share-of-airtel
21210809 project-report-on-market-share-of-airtel
21210809 project-report-on-market-share-of-airtel
21210809 project-report-on-market-share-of-airtel
21210809 project-report-on-market-share-of-airtel
21210809 project-report-on-market-share-of-airtel
21210809 project-report-on-market-share-of-airtel
21210809 project-report-on-market-share-of-airtel
21210809 project-report-on-market-share-of-airtel
21210809 project-report-on-market-share-of-airtel
21210809 project-report-on-market-share-of-airtel
21210809 project-report-on-market-share-of-airtel
21210809 project-report-on-market-share-of-airtel
21210809 project-report-on-market-share-of-airtel
21210809 project-report-on-market-share-of-airtel
21210809 project-report-on-market-share-of-airtel
21210809 project-report-on-market-share-of-airtel
21210809 project-report-on-market-share-of-airtel
21210809 project-report-on-market-share-of-airtel
21210809 project-report-on-market-share-of-airtel
21210809 project-report-on-market-share-of-airtel
21210809 project-report-on-market-share-of-airtel
21210809 project-report-on-market-share-of-airtel
21210809 project-report-on-market-share-of-airtel
21210809 project-report-on-market-share-of-airtel
21210809 project-report-on-market-share-of-airtel
21210809 project-report-on-market-share-of-airtel
21210809 project-report-on-market-share-of-airtel
21210809 project-report-on-market-share-of-airtel
21210809 project-report-on-market-share-of-airtel
21210809 project-report-on-market-share-of-airtel
21210809 project-report-on-market-share-of-airtel
21210809 project-report-on-market-share-of-airtel
21210809 project-report-on-market-share-of-airtel
21210809 project-report-on-market-share-of-airtel
21210809 project-report-on-market-share-of-airtel
21210809 project-report-on-market-share-of-airtel
21210809 project-report-on-market-share-of-airtel
21210809 project-report-on-market-share-of-airtel
21210809 project-report-on-market-share-of-airtel
21210809 project-report-on-market-share-of-airtel
21210809 project-report-on-market-share-of-airtel
21210809 project-report-on-market-share-of-airtel
21210809 project-report-on-market-share-of-airtel
21210809 project-report-on-market-share-of-airtel
21210809 project-report-on-market-share-of-airtel
21210809 project-report-on-market-share-of-airtel
21210809 project-report-on-market-share-of-airtel
21210809 project-report-on-market-share-of-airtel
21210809 project-report-on-market-share-of-airtel
21210809 project-report-on-market-share-of-airtel
21210809 project-report-on-market-share-of-airtel
21210809 project-report-on-market-share-of-airtel
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×
Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

21210809 project-report-on-market-share-of-airtel

3,313

Published on

Published in: Economy & Finance
0 Comments
4 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
3,313
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
327
Comments
0
Likes
4
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide

Transcript

  • 1. 1111 Minor Project Report On MARKET SHARE OF AIRTEL Submitted in the degree of Bachalor of Business Administration (BBA) Submitted to: Submitted by: Asim sahore Simranjeet kaur (Project guide) 0631701707 TECNIA INSTITUTE OF ADVANCED STUDIES (Affiliated to Guru Gobind Singh Indraprastha University) 2A & 2B, Madhuban Chowk, Rohini, Delhi-1100851110/12/2009 11- 1 -111 111111111111 - 1 -11111 22131
  • 2. 2222 TABLE OF CONTENTS Acknowledgement1 Executive Summary2 Objective of Study3 Company Profile4 Market Research5 Wallet Share6 Research Methodology7 Data Analysis8 New retailers added9 Conclusion10 Limitations11 Recommendations12 Bibliography13 Annexure142210/12/2009 22- 2 -222 111111111112 - 2 -22211 22131
  • 3. 3333 ACKNOWLEDGEMENTMy project work has been successfully accomplished due to cooperative efforts ofmany people. I would like to pay my sincere gratitude and thanks to those people,who directed me at every step in the project work.I would like to express my sincere gratitude to Mr. Asim Sahore (Project guide) forconstantly guiding me and acting as my mentor during the course of my project andtackling variety of hurdles with implicit patience throughout my research project andwhose deep involvement and interest in the project infused in me great inspirationand confidence in taking up this study in right direction. Without his overall guidanceand help the project may not have seen to be completed.In the end, I also want to thanks my friends for their support and help during theproject.Submitted by:SIMRANJEET KAUR3310/12/2009 33- 3 -333 111111111113 - 3 -33311 22131
  • 4. 4444 Executive SummaryAirtel comes to you from Bharti cellular Limited- a part of the biggest privateintegrated telecom conglomerate, Bharti Enterprises. Bharti provides a range oftelecom services, which includes cellular, basic, internet and recently introducedNational Long Distance. Bharti also manufactures and exports telephone terminalsand cordless phones. Apart from being the largest manufacturer of telephoneinstruments in India, it is also the first company to export its products to the USA.Bharti is the leading cellular services provider, with an all India footprint covering all23 telecom circles of the country. It has over 11 million satisfied customers.Project title is “Market Share of Airtel”. Main objective of the study was to find theshare of Airtel in the allotted market and to know its potential market. In this, nontelecom shops are targeted and their demand or requirement is understood. Theirinterest is being taken into consideration i.e. whether they are interested or notinterested if given an option to them to keep Airtel connection for selling. Also forexisting telecom shops; retailers are being questioned about their level of satisfactionfrom the business, whether they keep Airtel connection, overall performance of eachtelecom services providers and their feedback for Airtel.The method which was used to study the replies of the telecom and non telecomshops that may or may not be interested in having Airtel connections is throughquestionnaire. The questionnaires were filled by: - moving to each and every marketwhich was being allotted. Markets allotted are Rohini sector 11 and 16, Rohini sector15, 17 and 18 and Rohini sector 9, 13, 14 and Prashant Vihar.Existing telecom shops and non telecom shops like chemist, general stores, STD/PCO, gifts shops are mainly focused. The questionnaires were filled there and then bythe retailers and then analysis is being done. The questionnaire was bifurcated intodifferent segments i.e. general information about the retailers containing name,address, age, shop address, whether they keep Airtel or not, if no then their interest onkeeping it. Also overall comparative performance is being asked from existingtelecom.4410/12/2009 44- 4 -444 111111111114 - 4 -44411 22131
  • 5. 5555 ObjectiveThe objective of the project was to:-  To find the market share of Airtel in allotted markets.  To measure the amount of the consumers total spending for Airtel telecom services.  To know total amount of money non telecom shopkeepers can spend on our product in planning and managing sales and marketing.  To know how much Airtel has penetrated into the market.  To know the satisfaction level from the existing telecom shopkeepers.  To keep an eye on the competitors strengths and weaknesses.  To study the hindrances in increasing the sales and market share of Airtel in prepaid category.  To know which telecom operator is leading in the given market.To study the comparative analysis of telecom operators according to dealers, retailerson a parameters like-  Value for money of which telecom operator.  Customer preference/ demand for which company’s connection.  Claim disbursement received by dealer/ retailer from various companies.  Number of activation per month.  Which company’s connection faced the highest decline in the past three months?In the end from the facts and observations collected, we came up with the conclusion,which helps Airtel to attract more customers to be the part of Airtel family and thecorrective measures to be taken for filling up the loopholes and how the Airtel sharecan be increased which is eaten away by the other competitors.5510/12/2009 55- 5 -555 111111111115 - 5 -55511 22131
  • 6. 66666610/12/2009 66- 6 -666 111111111116 - 6 -66611 22131
  • 7. 7777 Company ProfileMarketThe unprecedented growth in the mobile is, perhaps, the most vivid facet of India’seconomic transformation since the mid 1990’s. Mobile technology and services cameto India less than a decade ago. In the early days, a mobile was seen to be a fashionstatement for the rich. Today, it is expected as a basic communication medium for allsocio- economic segments. As the pioneer and front runner, Airtel has beeninstrumental in leading and ushering in the mobile revolution in India.The Indian mobile market is, today, amongst the fastest growing and the mostcompetitive in the world.There were 34.6 million mobile phone subscribers in the country as of April 2004(source: cellular operators association of India and association of basic telecomoperators) with approximately 7 million subscribers, Airtel commands nearly 20% ofthe share of the market- making is the number one brand in the country. Airtel’sworld class service and innovative products have enabled it to establish this positionof leadership.About AirtelAirtel is a brand of telecommunication services in India operated by Bharti Airtel.Bharti Airtel, formerly known as Bharti Tele-Ventures Limited (BTVL) is amongIndias largest mobile phone and Fixed Network operators. With more than 40 millionsubscriptions, the company is one of the worlds fastest growing telecom companies.It offers its mobile services under the Airtel brand and is headed by Sunil Mittal,7710/12/2009 77- 7 -777 111111111117 - 7 -77711 22131
  • 8. 8888Indias sixth richest man with a total worth of US$10 billion. The company is the onlyGSM operator to provide mobile services in all the 23 circles in India. The companyalso provides telephone services and Internet access over DSL in 14 circles. Thecompany complements its mobile, broadband & telephone services with national andinternational long distance services. The company also has a submarine cable landingstation at Chennai, which connects the submarine cable connecting Chennai andSingapore. The company provides reliable end-to-end data and enterprise services tothe corporate customers by leveraging its nationwide fiber optic backbone, last mileconnectivity in fixed-line and mobile circles, VSATs, ISP and internationalbandwidth access through the gateways and landing station.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 and Internet Connectivity), Long Distance Servicesand Enterprise Services (Telecommunications Consulting for corporates).Leading international telecommunication companies such as Vodafone and SingTelhold partial stakes in Bharti Airtel.In April 2006 Bharti Global Limited was awarded a telecommunications licence inJersey in the Channel Islands by the local telecommunications regulator the JCRA. InSeptember 2006 the Office of Utility Regulation in Guernsey awarded GuernseyAirtel with a mobile telecommunications licence. In May 2007 Jersey Airtel andGuernsey Airtel announced the launch of a relationship with Vodafone for islandmobile subscribers. In July 2007, Bharti Airtel signed an MoU with Nokia-Siemensfor a 900 million dollar expansion of its mobile and fixed network.8810/12/2009 88- 8 -888 111111111118 - 8 -88811 22131
  • 9. 9999TouchtelUntil September 18, 2004, Bharti provided fixed-line telephony and broadband services under the Touchtel brand. Bharti now provides all telecom services including fixed-line services under a common brand "Airtel"Forbes Global 2000 Ranking - 2007The Forbes Global 2000 list for the year 2007 ranked Bharti at 1149.Awards and recognition2006 • Wireless service provider of the year 2005 at the Frost and Sulivan Asia- Pacific ICT awards. • Competitive service provider of the year 2005 at the Frost and Sulivan Asia- Pacific ICT awardsIn NewsRecently Sunil Bhartis Airtel launched its calling card in America specially for theNRI (Non-resident Indians) and people calling from America to India at a cheaperrate as compared to the tariff offered by other providers.On February 12, 2007 Vodafone sold its 5.6% stake in AirTel back to AirTel for US$1.6 billion; and purchased a controlling stake in rival Hutchison Essar.In its monthly press release, following statistics have been presented for end of April2007.9910/12/2009 99- 9 -999 111111111119 - 9 -99911 22131
  • 10. 10101010 • Bharti Airtel added the highest ever net addition of 53 lakh customers in a single quarter (Q4-FY0607) and also the highest ever net addition of 1.8 crore total subscribers in 2006-07 • The company will invest up to $3.5 billion this fiscal (07-08) in network expansion. • It has an installed base of 40,000 cellsites and 59% population coverage • After the proposed network expansion, an additional 30,000 towers will result in the company achieving 70% population coverage • Bharti has over 39 million users as on March 31, 2007 • It has set a target of 125 million subscribers by 2010 • Prepaid customers account for 88.5% of Bharti’s total subscriber base, an increase from 82.7% a year ago • ARPU has dropped to Rs 406 • Non-voice revenues, (SMS, voice mail, call management, hello tunes and Airtel Live) constituted 10% of total revenues during Q4, lower than 10.7% in the Q4 of the previous year • Blended monthly minutes of usage per customer in Q4 was at 475 minutes • Has completed 100% verification of its subscribers and in the process disconnected three lakh subscribersMarket NewsMarket CapitalizationApprox. Rs. 1,670 billion Closing BSE share price = Rs. 880.75 • Sales : 02.62 Billion $ • Profits : 00.46 Billion $101010/12/2009 1010- 10 -101010 1111111111110 - 10 -10101011 22131
  • 11. 11111111Mobile Services  Post-paid Services  Airtel Prepaid  Roaming  Value Added Services  CoverageBhartis partners in Airtel are Emtel, the premier GSM operator in Mauritius, someprivate investors.Registered as Telecom Seychelles Limited and operating under the brand name ofAirtel, the company is licensed to offer comprehensive telecom services includingGSM Cellular, PSTN (Fixed Lines), Fax and Data, International Roaming,connectivity to Internet Services, Maritime Telecom Services (INMARSAT) andInternational Collect and Credit Card calling. Dominating the market with its serviceand customer commitment - Airtel has always been at the forefront of innovation andchange in the Telecom sector in Seychelles.Airtels Head Office is in Providence & Anse Royale, Mahe. Airtel also hasshowrooms in Victoria, Mahe and Grand Anse, Praslin, that serve as one-stop shopsfor customers.Airtel provides the whole range of telecom services, from GSM Mobile services,Airtel Prepaid Mobile Cards available at a string of outlets, International Roamingwith 157 operators in 65 countries, a host of Value Added Services, Fixed Cellularservices and a fast growing Fixed Line network as well.All this, of course, comes to you with the distinct Airtel advantage of excellentTariffs, the best GSM Coverage on the islands, world class Technology from industryleaders like Ericsson and Scientific Atlanta and 24-hour Customer Care.In addition to telecom services, Airtel also recently acquired a 4-star luxury 124-bedroom hotel in Seychelles, called Le Meridien Barbarons Beach Hotel.111110/12/2009 1111- 11 -111111 1111111111111 - 11 -11111111 22131
  • 12. 12121212AIRTEL VISION"To provide global telecom services and delight customers."AIRTEL MISSIONThey will meet the mobile communication needs of customers through: • Error- free service delivery • Innovative products and servicesBharti EnterprisesBharti Enterprises is one of India’s leading business groups with interests in telecom,agri business, insurance and retail.Bharti Enterprises has successfully focused its strategy on telecom while straddlingdiverse fields of business. From the creation of Airtel, one of Indias finest brands, tobecoming the largest manufacturer and exporter of world class telecom terminalsunder its Beetel brand, Bharti has created a significant position for itself in the globaltelecommunications sector. Bharti Airtel Limited is today acknowledged as one ofIndias finest companies, and its flagship brand Airtel, has over 44 million customersacross the length and breadth of India.While a joint venture with TeleTech Inc., USA marked Bharti’s successful foray intothe Customer Management Services business, Bharti Enterprises’ dynamicdiversification has continued with the company venturing into telecom softwaredevelopment. Bharti has successfully launched an international venture with ELRothschild Group owned ELRO Holdings India Ltd., to export fresh Agri productsexclusively to markets in Europe and USA. Bharti also has a joint venture - ‘BhartiAXA Life Insurance Company Ltd.’ - with AXA, world leader in financial protectionand wealth management. Bharti has recently forayed into retail business under acompany called Bharti Retail Pvt. Ltd. It also has an MoU with Wal-Mart for the cash& carry business.121210/12/2009 1212- 12 -121212 1111111111112 - 12 -12121211 22131
  • 13. 13131313Bharti Tele-VenturesWhen EM Warburg Pincus went to invest in India the summer of 2001, it zeroed in on Bharti Televentures, a mobile telecom services company with fewer than 800,000 customers. The N.Y buyout firm, which invested $300 million in the Delhi enterprise, chose well. Today, Bharti has 11.4 million cell-phone subscribers, its stock has grown fivefold since listing early in 2002, and its valuation is $10 billion. Warburg has made more than $1 billion on the deal and still owns 5.8%. Chairman and Managing Director Sunil Mittal aims to maintain Bhartis 25% share of the Indian cellular market, which is forecast to reach 180 million customers in 2008.Company SnapshotBharti Tele-Ventures Limited, through its subsidiaries, provides telecommunications services in India. The company offers mobile, fixed line, national, and international long distance services, very small aperture terminal-based voice and data transmission services, Internet services, and network solutions. Bharti offers Internet and various Internet-related services, including dedicated leased line, virtual private networks, Web hosting and server collocation, and Internet mailing services to both residential and corporate customers. The company provides broadband connectivity for various end uses, including data, information technology-enabled services, and other high bandwidth services. It offered its services to approximately 11.05 million customers, including approximately 10.24 million mobile and 815,000 fixed line customers, as of January 31, 2004. Bharti Tele-Ventures was founded in 1995 and is based in New Delhi, IndiaBusiness ProfileBharti Airtel (formerly Bharti Tele-Ventures), a part of Bharti Enterprises, worksthrough three individual SBUs -mobile services, broadband and telephone services131310/12/2009 1313- 13 -131313 1111111111113 - 13 -13131311 22131
  • 14. 14141414and enterprise services. The company, established in 1995, is a public limitedcompany and is headquarted in New Delhi, India. The company provides GSMmobile services across India in 23 telecom circles, while the B&T business groupprovides broadband & telephone services in 15 circles. The enterprise services grouphas two sub-units - carriers (long distance services) and services to corporates.Bharti Airtel is the largest mobile telephony operator in the GSM space with around27 per cent market share in FY05. The company, apart from being the largest playerin the mobile segment with subscribers in all the 23 telecom circles of the country,also provides varied services like fixed line, broadband and retail internet access. Thecompany is also one of the fastest growing fixed line and long distance (DLD as wellas ILD) operators in the country. It offers broadband and other data oriented servicesto corporate clients. The company has a strategic alliance with Singtel, the largest ofits kind made by SingTel outside Singapore. The company also has a strategicalliance with Vodafone, which is one of the largest single foreign investments madein the Indian telecom sector.Bharti Airtel plans to foray into the retail segment, through a joint venture, whichwould be finalised depending on the kind of infrastructure required for the retailforay.FinancialsBharti Airtel registered a 151.71% growth in net profits to Rs 12,868.40 million forthe quarter ended March, 2007 from Rs 5,112.40 million for the quarter ended March,2006.Net sales rose 59.58% to Rs 52,187.30 million for the quarter ended March, 2007compared with Rs 32,703.60 million for the quarter ended March, 2006.Total income rose 59.58% to Rs 52507.7 million in the quarter ended March, 2007,from Rs 32,904.1 million for the quarter ended March, 2006.141410/12/2009 1414- 14 -141414 1111111111114 - 14 -14141411 22131
  • 15. 15151515The earnings per share (EPS) of the company stood at Rs 6.79 in the quarter endedMarch, 2007.About IdeaAs Indias leading GSM Mobile Services operator, IDEA Cellular has licenses tooperate in 11 circles. With a customer base of over 10 million, IDEA Cellular hasoperations in Delhi, Maharashtra, Goa, Gujarat, Andhra Pradesh, Madhya Pradesh,Chattisgarh, Uttaranchal, Haryana, UP-West, Himachal Pradesh and Kerala. IDEACellulars footprint currently covers approximately 45% of Indias population andover 50% of the potential telecom-market.As a leader in Value Added Services,Innovation is central to IDEAs VAS Factory. It is the first cellular company to launchmusic messaging with Cellular Jockey, Background Tones, Group Talk, a voiceportal with Say IDEA and a complete suite of Mobile Email Services.A frontrunnerin introducing revolutionary tariff plans, IDEA Cellular has the distinction of offeringthe most customer friendly and competitive Pre Paid offerings, for the first time inIndia, with Super Power, 2 Minutes Outgoing Free, Lifelong offer and othersegmented offerings like Womens Card. Lifetime Idea is the first and only loyaltyprogram, for pre paid customers, introduced by a Cellular brand.Customer Service and Innovation are the drivers of this Cellular Brand. A brandknown for their many firsts, Idea is only operator to launch GPRS and EDGE in thecountry.The latest feather in the IDEA cap is the GSM Association Award for Bill Flash, ithas recently won making it the first cellular operator in India to win an award on thisplatform.Idea Cellular is part of the Aditya Birla Group, which is Indias first trulymultinational corporation. Global in vision, rooted in Indian values, the group isdriven by a performance ethic pegged on value creation for its multiple stakeholders.The combined holding of the Aditya Birla Group companies in Idea stands at 98.3 percent. Mr Kumar Mangalam Birla has been named the Chairman of the company. Theother directors on the board are: Mrs. Rajashree Birla, Chairperson, Aditya Birla151510/12/2009 1515- 15 -151515 1111111111115 - 15 -15151511 22131
  • 16. 16161616Centre for Community Initiatives and Rural Development; Mr. Sanjeev Aga,Managing Director, Aditya Birla Nuvo; Mr. Debu Bhattacharya, Managing Director,Hindalco; Mr. Saurabh Misra, Director, Aditya Birla Management Corporation Ltd.and CEO, UltraTech; and Mr. M. R. Prasanna, Group Executive President (Legal),Aditya Birla Group.Aditya Birla Nuvo Ltd. holds 35.7 per cent, Birla TMT Holdings Ltd. 44.9 per cent,Grasim 7.5 per cent, and Hindalco 10.1 per cent in Idea.With ambitious future plans, the company is poised for rapid growth.Hutch EssarHutch is the fourth largest cellular operator in India that covers most of the country.Itoffers both prepaid and postpaid GSM cellular phone coverage throughout India andis especially strong in the major metros. The company is often praised for its awardwinning advertisements which all follow a clean, minimalist look. A recurrent themeis that its message Hi stands out visibly though it uses only black letters on whitebackground. Another recent successful ad campaign in 2003 featured a dog followinga boy around in unlikely places, with the tagline, Wherever you go, our networkfollows.Hutch Essar is owned by Vodafone 52%, Essar Group 33%, and other Indiannationals, 15%. Vodafone and the Essar group have reached an agreement on themanagement of the company, which will be renamed Vodafone Essar in the nearfuture.In Mumbai it was earlier known by the name Orange. It offers both prepaid andpostpaid GSM cellular phone coverage throughout India and is especially strong inthe major metros.161610/12/2009 1616- 16 -161616 1111111111116 - 16 -16161611 22131
  • 17. 17171717171710/12/2009 1717- 17 -171717 1111111111117 - 17 -17171711 22131
  • 18. 18181818 Marketing ResearchResearch is the scholarly or scientific practice of gathering existing or newinformation in order to enhance ones knowledge of a specific area. Research hasmany categories, from medicine to literature. Marketing Research, or MarketResearch, is a form of business research and is generally divided into two categories:consumer market research and business-to-business (B2B) market research, whichwas previously known as Industrial Marketing Research. Consumer marketingresearch studies studies the buying habits of individual people while business-to-business marketing research investigates the markets for products sold by onebusiness to another.Consumer Marketing Research is a form of applied sociology that concentrates onunderstanding the behaviours, whims and preferences, of consumers in a market-based economy. The field of consumer marketing research as a statistical science waspioneered by Arthur Nielsen with the founding of the ACNielsen Company in 1923.Market research and marketing research are often confused.’ Market research issimply research into a specific market. It is a very narrow concept. Marketingresearch is much broader. It not only includes market research, but also areas such asresearch into new products, or modes of distribution such as via the Internet. Here area couple of definitions:"Marketing research is the function that links the consumer, customer, and public tothe marketer through information - information used to identify and define marketingopportunities and problems; generate, refine, and evaluate marketing actions;monitor marketing performance; and improve understanding of marketing as aprocess. Marketing research specifies the information required to address theseissues, designs the methods for collecting information, manages and implements thedata collection process, analyzes, and communicates the findings and theirimplications."181810/12/2009 1818- 18 -181818 1111111111118 - 18 -18181811 22131
  • 19. 19191919American Marketing association -Official Definition ofMarketing ResearchObviously, this is a very long and involved definition of marketing research."Marketing research is about researching the whole of a companys marketingprocess."This explanation is far more straightforward i.e. marketing research into the elementsof the marketing mix, competitors, markets, and everything to do with the customers.The Marketing research Process.Marketing research is gathered using a systematic approach. An example of onefollows:1. Define the problem. Never conduct research for things that you would like toknow. Make sure that you really need to know something. The problem thenbecomes the focus of the research. For example, why are sales falling in NewZealand?2. How will you collect the data that you will analyze to solve your problem? Do weconduct a telephone survey, or do we arrange a focus group?3. Select a sampling method. Do we us a random sample, stratified sample, or clustersample?4. How will we analyze any data collected? What software will we use? What degreeof accuracy is required?5. Decide upon a budget and a timeframe.6. Go back and speak to the managers or clients requesting the research. Make surethat you agree on the problem! If you gain approval, then move on to step seven. 7.Go ahead and collect the data.8. Conduct the analysis of the data.9. Check for errors. It is not uncommon to find errors in sampling, data collectionmethod, or analytic mistakes.10. Write your final report. This will contain charts, tables, and diagrams that willcommunicate the results of the research, and hopefully lead to a solution to yourproblem. Watch out for errors in interpretation.191910/12/2009 1919- 19 -191919 1111111111119 - 19 -19191911 22131
  • 20. 20202020Sources of Data - Primary and SecondaryThere are two main sources of data - primary and secondary. Primary research isconducted from scratch. It is original and collected to solve the problem in hand.Secondary research, also known as desk research, already exists since it has beencollected for other purposes.Marketing research methodsMethodologically, marketing research uses the following types of research designsBased on questioning: • Qualitative marketing research - generally used for exploratory purposes - small number of respondents - not generalizable to the whole population - statistical significance and confidence not calculated - examples include focus groups, in-depth interviews, and projective techniques • Quantitative marketing research - generally used to draw conclusions - tests a specific hypothesis - uses random sampling techniques so as to infer from the sample to the population - involves a large number of respondents - examples include surveys and questionnairesBased on observations: • Ethnographic studies -, by nature qualitative, the researcher observes social phenomena in their natural setting - observations can occur cross-sectionally (observations made at one time) or longitudinally (observations occur over several time-periods) - examples include product-use analysis and computer cookie traces • Experimental techniques -, by nature quantitative, the researcher creates a quasi-artificial environment to try to control spurious factors, then202010/12/2009 2020- 20 -202020 1111111111120 - 20 -20202011 22131
  • 21. 21212121 manipulates at least one of the variables - examples include purchase laboratories and test marketsResearchers often use more than one research design. They may start with secondaryresearch to get background information, then conduct a focus group (qualitativeresearch design) to explore the issues. Finally they might do a full nation-wide survey(quantitative research design) in order to devise specific recommendations for theclient.212110/12/2009 2121- 21 -212121 1111111111121 - 21 -21212111 22131
  • 22. 22222222222210/12/2009 2222- 22 -222222 1111111111122 - 22 -22222211 22131
  • 23. 23232323 Market ShareThe total amount of money a customer can spend on a certain product category is avital piece of information for planning and managing sales and marketing efforts.This amount is usually referred to as the customer’s wallet (also called opportunity)for the product category. There are many possible uses for wallet estimates, includingstraightforward targeting of sales force and marketing actions towards large walletcustomers and prospects. In a more sophisticated sales and marketing environment,the combination of classical propensity models for a particular product category withthe knowledge of the wallet for the same category can direct the sales efforts: itallows a company to market not only to customers or potential customers with a largewallet, but also to those with a high probability of buying specific products in thecategory.By combining the customer wallet estimates with the data on how much they spendwith a particular seller, we can calculate the share-of-wallet that the seller has of eachcustomer for a given product category. This information allows the seller to targetcustomers based on their growth potential, a combination of total wallet and share-of-wallet. The classical approach of targeting customers that have historicallygenerated large amounts of revenue for the company (known as lifetime valuemodeling) does not give enough importance to customers with a large wallet, butsmall share-of-wallet, which are the ones with presumably the highest potential forrevenue growth.Share-of-wallet is also important for detecting partial defection or silent attrition,which occurs when customers increase their spending in a given category, withoutincreasing the amount purchased from a particular company. In certain industries,customer wallets can be easily obtained from public data. For example, in the creditcard industry, the card issuing companies can calculate the wallet size and respectiveshare-of-wallet using credit records from the three major credit bureaus. For mostindustries, however, no public wallet information is available at the customer level.232310/12/2009 2323- 23 -232323 1111111111123 - 23 -23232311 22131
  • 24. 24242424In this case, there are two approaches used in practice for obtaining wallet estimates:1. Top-Down: starts from a public aggregate estimate for the overall industryopportunity in a given country and splits this estimate across the individual customersusing heuristics based on the customer characteristics. For example, if the customersare companies, the overall opportunity could be divided among the companiesproportionally to their number of employees.2. Bottom-Up: estimates the wallet directly at the customer level, using heuristics orpredictive models based on customer information. A common approach is to obtainactual wallet information for a random subset of customers/prospects through primaryresearch. A model is then developed based on this data to predict the wallet for theother customers/prospectsMany people, even marketing professionals, consider share of wallet a calculation of“frequency” and “amount” of purchases. Real share of wallet measures the amount ofthe customers’ total spending you are capturing in any particular category.FactorsThe key to increasing share of wallet is to understand what factors influencepurchasing behavior among your customer base. Your task is to find out why yourcustomers divide their purchases over multiple outlets, and how they choose who theypurchase from.Regardless of your industry, you have “points of contact” with your customers; theyaren’t limited to but ultimately coincide with a purchase. Use that contact opportunityto gather loyalty data. This may require an incentive (especially in retail sectors ande-commerce) to prompt customer participation.242410/12/2009 2424- 24 -242424 1111111111124 - 24 -24242411 22131
  • 25. 25252525You want to dig deeper than the traditional “what is your satisfaction level” typequestions. Find out why they buy from you, who else they buy from and what tipstheir scale.A question we ask when conducting marketing research for our clients is: “if you hadto decide between purchasing from two different stores or companies, what is themost important factor in that decision?” This always reveals great insight.StrategiesOnce you understand the factors that drive purchasing behavior, you can adjust yourmarketing approach to line up with those factors. Following are a few examples ofstrategies that effectively increased share of wallet.• Most airlines jumped on the “frequent flyer” bandwagon, which commoditized theconcept and made it mundane. So, Hawaii Airlines began allowing its points to beredeemed for rental cars, hotels and golf. This strategy distinguished its program andappeals to different behavior-based segments of the market.• Consider the Capital One advertising slogan: “What’s in your wallet?” This is theultimate definition of share of wallet. They were leaders in offering balance transfers(from competing cards) to support their lower interest rate “value” proposition.• Frito-Lay launched Tostitos Chips in 1981. Ten years later they introduced TostitosSalsa. This increased their share of wallet through a “product relationship” strategyby selling dip to their chip customers—two products that often are purchased at thesame time.As you develop your “wallet” strategy, keep in mind that the three mostimportant factors that increase wallet share are: distinction, value and productrelationship.252510/12/2009 2525- 25 -252525 1111111111125 - 25 -25252511 22131
  • 26. 26262626262610/12/2009 2626- 26 -262626 1111111111126 - 26 -26262611 22131
  • 27. 27272727 Research MethodologyOn defining the objective of the project, a plan was developed to gather informationmost efficiently. Decisions were taken on the data sources, sampling plan, researchtools and contact methods.Data Sources: - Primary and secondary data was gathered. 1. Primary Data:- was gathered by carrying out a market survey of various telecom and non telecom shops in the Rohini markets for example- Rohini sector 11 and 16, Rohini sector 15, 17 and 18 and Rohini sector 9, 13, 14 and Prashant Vihar. Current perceptions of existing retailers is been taken to judge their expectations from Airtel and its services. Also non telecom shops are been captured so as to know their interests in keeping Airtel. Tools used for market survey are:-  Questionnaires for retailers. Questionnaires were given to approximately 150 shopkeepers.  Visited three markets: - Rohini sector 11 and 16, Rohini sector 15, 17 and 18 and Rohini sector 9, 13, 14 and Prashant Vihar. The dimensions addressed in the questionnaire were:- o Linking about their business. o Whether they are telecom shops or non telecom shops. o Do they keep Airtel connections? o How many connections of each telecom services are sold per month? o Are non telecom shops interested in having Airtel connections? o What kind of services they want- activation, recharge or both. o Overall performance of each telecom services. o Satisfaction level of retailers.272710/12/2009 2727- 27 -272727 1111111111127 - 27 -27272711 22131
  • 28. 28282828 o Feedback from existing retailers. 2. Secondary Data: - The researcher would have to decide which sort of data he would be using for his study and accordingly he will have to select one or other method of data collection. Information was gathered from the internet, media and print so as to obtain relevant information such as industry background and also public perception of Airtel, Hutch and Idea. Secondary data is very carefully used in research process because it is just possible that the secondary data may be unsuitable or may be inadequate in the content of the problem which we want to study. The data used in research is reliable according to our research needs. Data should be suitable and adequate. Internet Airtel has its own site in which all details are given www.airtelworld.com www.coai.com www.hutch.co.in www.idea.com www.google.com Are the main sites which are been used for collection of data in our research. 3. Target Respondents Shopkeepers of each and every market visited. 4. Sampling Sample size of 260 individuals relatively covering Rohini under the distributor was taken. The areas covered were282810/12/2009 2828- 28 -282828 1111111111128 - 28 -28282811 22131
  • 29. 29292929 5. Execution After collection of relevant data and sample planning done, the questionnaires were filled by the retailers by personally interviewing them.292910/12/2009 2929- 29 -292929 1111111111129 - 29 -29292911 22131
  • 30. 30303030 DATA ANALYSIS Area 1: Rohini sector 11 and 16 SAMPLE SIZE: 94Q1 Do you keep TELECOM connections? Reply of respondent No. of respondents Percentage of respondents Yes 74 79% No 20 21% Do you keep TELECOM connections Yes No Conclusion: Majority 79% out of 94 keeps the telecom connections available in sector 11 and 16 and rest 21% don’t have the telecom connections services available in their shops.303010/12/2009 3030- 30 -303030 1111111111130 - 30 -30303011 22131
  • 31. 31313131Q2 Which Telecom company products (NEW ACTIVATION SIMS) do youkeep in your shop to sell to consumers? Reply of respondent No. of respondents Airtel 74 Hutch 74 Reliance 55 Tata 43 Dolphin 37 Idea 74 Which Telecom company products (NEW ACTIVATION SIMS) do you keep in your shop to sell to consumers Airtel Hutch Reliance Tata Dolphin IdeaConclusion: Airtel, Hutch and Idea’s activation sims are kept by all the existingretailers whether telecom or non telecom but tata, reliance and dolphin are keptmostly by telecom shops.313110/12/2009 3131- 31 -313131 1111111111131 - 31 -31313111 22131
  • 32. 32323232Q3 If yes, then please indicate your level of activation in your shop per monthfor each available services given below depending upon on your response:-S. No. SERVICES 0-125 125- 250- 375- 500- 725-875 250 375 500 7251: AIRTEL 8512: HUTCH 7293: IDEA 6774: TATA 279 INDICOM5: RELIANCE 4286: MTNL 130 level of activation per month fo r each availab le services no. of connections 1000 800 0-125 600 400 125-250 200 250-375 0 375-500 AIR TE L HUTC H IDE A TATA R ELIANC E MTNL 500-725 IND IC O M 725-875 Se rv ice sConclusion: Airtel is ruling in sales as compared to others with range 725- 875 butthrough better promotions, schemes and less claims issues Hutch and Idea isemerging as second and third respectively and may soon surpass Airtel in sales due toextensive advertising in this area. Reliance has pretty decent sales as compared toTata Indicom and MTNL.323210/12/2009 3232- 32 -323232 1111111111132 - 32 -32323211 22131
  • 33. 33333333Q4 If no, then are you interested in having AIRTEL connections with you now? Reply of respondent No. of respondents Percentage of respondents Yes 5 25% No 15 75% Are you interested in having AIRTEL connection Yes NoConclusion: Out of the 20 respondents who don’t keep Airtel connection in theirshop, only 5 are interested to keep Airtel connection i.e. 25% rest are still reluctant tokeep it.333310/12/2009 3333- 33 -333333 1111111111133 - 33 -33333311 22131
  • 34. 34343434Q5 If yes, are you interested in having:- a) Activation b) Recharge c) Both Reply of respondent No. of respondents Percentage of respondents Activation 1 20% Recharge 1 20% Both 3 60% If yes then are you interested in having activation, recharge or both Activation Recharge Both343410/12/2009 3434- 34 -343434 1111111111134 - 34 -34343411 22131
  • 35. 35353535Conclusion: Out of these 5 who are ready to keep Airtel connection 60% said theywill keep both i.e. activation and recharge coupons, rest 20% each said that they wantto keep activation and recharge only.Q6 Rank your choice of telecom service providers in with respect to theirperformance(1- most preferred, 2- preferred, 3- neutral, 4- less preferred, 5- least preferred, N.P-not preferred at all):- ATTRIBUTES Airtel Idea Hutch Tata Reliance Indicom Max customer 34 16 28 12 4 demand is for Value for money 31 20 23 14 6 F.O.S service 26 20 38 6 4 Activation 14 17 13 26 24 complaints Claim 18 20 36 14 16 disbursement353510/12/2009 3535- 35 -353535 1111111111135 - 35 -35353511 22131
  • 36. 36363636 R a n k in g o f te le c o m s e rv ic e p ro v id e r w.r.t th e ir p e rfo rm a n c e 40 30 20 10 0 A irte l Id e a H utc h Ta ta R e lia nc e Ind ic o m s e rv ic e s Ma x. cu s to m e r d e m a n d is Varlu e fo r m o n e y .S s e rvice Activa tio n co m p la in ts la im d is b u rs e m e n t fo F.O CConclusion: This data provide us with the overall view of the performance of alltelecom connections in this market area. As it is clearly observed that Airtel is ranked1 in maximum customer demand and value for money and ranked 2 in F.O.S service.Airtel close competitor is observed to be Hutch in maximum customer demand andvalue for money and though hutch ranked 1 in F.O.S service. But in case of activationcomplaints Airtel ranked 4 due to the more activation complaints in this area. In claimdisbursement Airtel is also lacking behind as compared to Idea and Hutch and Hutchis considered to be no. 1 in claim disbursement followed by Idea. Area 2: Rohini sector 15,17 and 18 SAMPLE SIZE: 81Q1 Do you keep TELECOM connections? Reply of respondent No. of respondents Percentage of respondents Yes 56 69% No 25 31%363610/12/2009 3636- 36 -363636 1111111111136 - 36 -36363611 22131
  • 37. 37373737 Do you keep TELECOM connections Yes NoConclusion: Majority 69% out of 81 keeps the telecom connections available insector 15,17 and 18 and rest 31% don’t have the telecom connections servicesavailable in their shopsQ2 Which Telecom company products (NEW ACTIVATION SIMS) do youkeep in your shop to sell to consumers? Reply of respondent No. of respondents Airtel 56 Hutch 56 Reliance 34 Tata 43 Dolphin 24 Idea 56373710/12/2009 3737- 37 -373737 1111111111137 - 37 -37373711 22131
  • 38. 38383838 Which Telecom company products (NEW ACTIVATION SIMS) do you keep in your shop to sell to consumers 60 50 Airtel 40 Hutch 30 Reliance 20 Tata 10 Dolphin 0 Idea No. of respondentsConclusion: Airtel, Hutch and Idea’s activation sims are kept by all the existingretailers whether telecom or non telecom but tata, reliance and dolphin are keptmostly by telecom shops.Q3 If yes, then please indicate your level of activation in your shop per monthfor each available services given below depending upon on your response:-S. No. SERVICES 0-125 125-250 250-375 375-500 500-725 725-8751:00 AIRTEL 4772:00 HUTCH 8223:00 IDEA 6574:00 TATA INDICOM 2795:00 RELIANCE 2306:00 MTNL 95383810/12/2009 3838- 38 -383838 1111111111138 - 38 -38383811 22131
  • 39. 39393939 le v e l o f a c tiv a tio n p e r m o n th fo r e a c h a v a ila b le s e rv ic e s 1000 no. of connections 800 0-125 600 400 125-250 200 250-375 0 375-500 AIR T E L H UT C H ID E A T AT A R E LIANC E MT NL 500-725 IN D IC O M 725-875 S e r v ice sConclusion: Hutch is ruling in sales as compared to others with range 725-875 andon the other hand in this area Airtel is on number 3 due to better schemes of hutchand idea in his area. And other major reason of airtel become number 3 is activationscomplaint and claim disbursements. Tata indicom and reliance have pretty descentsales in this areaQ4 If no, then are you interested in having AIRTEL connections with you now? Reply of respondent No. of respondents Percentage of respondents Yes 5 20% No 20 80%393910/12/2009 3939- 39 -393939 1111111111139 - 39 -39393911 22131
  • 40. 40404040 Are you interested in having AIRTEL connection Yes NoConclusion: Out of the 25 respondents who don’t keep Airtel connection in theirshop, only 5 are interested to keep Airtel connection i.e. 20% rests are still reluctantto keep it.Q5 If yes, are you interested in having:- d) Activation e) Recharge f) Both404010/12/2009 4040- 40 -404040 1111111111140 - 40 -40404011 22131
  • 41. 41414141 Reply of respondent No. of respondents Percentage of respondents Activation 0 0% Recharge 1 20% Both 4 80% If yes then are you interested in having activation. recharge or both Activation Recharge BothConclusion: Out of these 5 who are ready to keep Airtel connection 80% said theywill keep both i.e. activation and recharge coupons, and 20% said that they want tokeep recharge only.Q6 Rank your choice of telecom service providers in w.r.t their performance (1- most preferred, 2- preferred, 3- neutral, 4- less preferred, 5- least preferred,N.P- not preferred at all):-414110/12/2009 4141- 41 -414141 1111111111141 - 41 -41414111 22131
  • 42. 42424242 ATTRIBUTES Airtel Idea Hutch Tata Reliance Indicom Max. customer 13 24 26 11 7 demand is for Value for money 15 23 27 11 5 F.O.S service 20 25 25 6 5 Activation 27 12 13 21 10 complaints Claim 14 25 31 7 4 disbursement R anking of telecom serv ice w .r.t their perform ance 40 30 20 10 0 A irtel Id ea H utch Tata Relia nce Indicom se rvices M ax. custom er dem a nd is foralue for m oneyF .O .S service A ctivation com pla intsC laim d isbursem e nt VConclusion: This data provide us with the overall view of the performance of alltelecom connections in this market area. As it is observed that hutch and idea is rulingas compared to Airtel in maximum customer demand and value for money. Reasonsfor airtel lacking behind in this area is maximum activations complaint and less claimdisbursement . F.o.s service of Airtel is pretty fine in this area. In claim disbursementalso hutch is ranked number 1. Retailers in this are happy to sell hutch and idea duemore margin cuts(profits) Area 3: Rohini sector 9, 13, 14 and Prashant vihar SAMPLE SIZE: 85Q1 Do you keep TELECOM connections?424210/12/2009 4242- 42 -424242 1111111111142 - 42 -42424211 22131
  • 43. 43434343Reply of respondent No. of respondents Percentage of respondentsYes 61 72%No 24 28% Do you keep TELECOM connections Yes NoConclusion: Majority 72% out of 85 keeps the telecom connections available insector 9, 13, 14 and prashant vihar and rest 28% don’t have the telecom connectionsservices available in their shopsQ2 Which Telecom company products (NEW ACTIVATION SIMS) do youkeep in your shop to sell to consumers? Reply of respondent No. of respondents Airtel 61434310/12/2009 4343- 43 -434343 1111111111143 - 43 -43434311 22131
  • 44. 44444444 Hutch 61 Reliance 35 Tata 43 Dolphin 24 Idea 61 Which Telecom company products (NEW ACTIVATION SIMS) do you keep in your shop to sell to consumers 80 Airtel no of 60 Hutch responden 40 Reliance ts 20 Tata 0 No. of respondents Dolphin Services IdeaConclusion: Airtel, Hutch and Idea’s activation sims are kept by all the existingretailers whether telecom or non telecom but tata, reliance and dolphin are keptmostly by telecom shops.Q3 If yes, then please indicate your level of activation in your shop per monthfor each available services given below depending upon on your response:-444410/12/2009 4444- 44 -444444 1111111111144 - 44 -44444411 22131
  • 45. 45454545S. No. SERVICES 0-125 125-250 250-375 375-500 500-725 725-8751:00 AIRTEL 6702:00 HUTCH 7203:00 IDEA 8004:00 TATA INDICOM 3405:00 RELIANCE 4776:00 MTNL 120 L evel o f activatio n per m o nth for each availab le service 1000 no of connection 800 0-125 600 125-250 400 200 250-375 0 375-500 AIRTEL HUTCH IDEA TATA RELIANCE MTNL 500-725 INDICO M 725-875 Se rv ice s Conclusion: Idea is ruling in sales as compared to others with range 725- 875 whereas hutch and airtel is at number 2, 3 with number of connection is in range 500- 725 respectively. In this area airtel is lacking behind hutch and idea due to increase in service complaints and on the other hand, Claim disbursement is given on time by hutch and idea in this area. Mtnl has the lowest number of selling connection in this area. Reliance has pretty descent sales Q4 If no, then are you interested in having AIRTEL connections with you now? 454510/12/2009 4545- 45 -454545 1111111111145 - 45 -45 454511 22131
  • 46. 46464646 Reply of respondent No. of respondents Percentage of respondents Yes 8 33% No 16 66% Are yo u in terested in h avin g AIR T E L co n n ec tio n Y es NoConclusion: Out of the 24 respondents who don’t keep Airtel connection in theirshop, only 8 are interested to keep Airtel connection i.e. 33% rest are still reluctant tokeep it.Q5 If yes, are you interested in having:- g) Activation464610/12/2009 4646- 46 -464646 1111111111146 - 46 -46464611 22131
  • 47. 47474747 h) Recharge i) BothReply of respondent No. of respondents Percentage of respondentsActivation 0 0%Recharge 2 25%Both 6 75% If yes then are you interested in activation, recharge or both Activation Recharge BothConclusion: Out of these 8 who are ready to keep Airtel connection 75% said theywill keep both i.e. activation and recharge coupons, rest 25% said that they want tokeep recharge only.Q6 Rank your choice of telecom service providers in w.r.t their performance474710/12/2009 4747- 47 -474747 1111111111147 - 47 -47474711 22131
  • 48. 48484848 (1- most preferred, 2- preferred, 3- neutral, 4- less preferred, 5- least preferred,N.P- not preferred at all):-ATTRIBUTES Airtel Idea Hutch Tata Reliance IndicomMax. customer 14 23 21 1 1demand is forValue for money 12 22 21 3 2F.O.S service 15 20 23 2 1Activation 26 5 7 10 13complaintsClaim 12 20 21 4 3disbursement R a n k i n g o f t e le c o m s e r v i c e p r o v i d e r w . r . t t h e i r p e r f o r m a n c e 30 20 10 0 A i r te l Id e a H u tc h T a t a In d i c R m li a n c e oe S e r v ic e s M a x . c u s t o m e r d e mV aanlu e i sf ofo m F nO .S s e r vAi ccet i v a ti o n c o m Cp la i m tsd i s b u r s e m e n t d r r o. ey nConclusion: This data provide us with the overall view of the performance of alltelecom connections in this market area. As it is clearly observed that idea and hutchare leading in maximum customer demand and value for money . Airtel is onlynumber 1 in activation complaints. Due more numbers of activation complaints airtelis lacking behind in maximum customer demand and value for money as compared tohutch and idea in this particular area. In this area , airtel is ranked number 3 in allmajor attributes. On the other hand tata indicom and reliance are very less in demandin this area Area 1: Rohini sector 11 and 16 SAMPLE SIZE: 94484810/12/2009 4848- 48 -484848 1111111111148 - 48 -48484811 22131
  • 49. 49494949Type of shops (out of 94)Type Total number PercentageChemist 5 5%General Store 7 7%STD/PCO 12 13%Telecom 57 62%Others 6 6%Stationary 7 7% Type of shops Chemist General Store STD/PCO Telecom Others StationaryConclusion: Majority of the shops covered are the telecom shops at around 62%,next are the STD/PCO with 13%, and then general stores and stationary with 7% eachand with least share are the chemist with 5%.As Detailed description A. Chemist (out of 5)494910/12/2009 4949- 49 -494949 1111111111149 - 49 -49494911 22131
  • 50. 50505050Reply of respondents No. of respondents Percentage of respondentsHave activation 1 20%Interested to have 0 0%Not interested 4 80% Chemist Have actrivation Interested to have Not interestedConclusion: Majority of chemists is not interested in investing on selling Airtelconnection with 80% and the remaining already has Airtel. B. General store (out of 7)Reply of respondents No. of respondents Percentage of respondentsHave activation 4 57%Interested to have 1 14%505010/12/2009 5050- 50 -505050 1111111111150 - 50 -50505011 22131
  • 51. 51515151 Not interested 2 29% General stores Have activation Interested to have Not interestedConclusion: Majority already has Airtel connection and only 14%of total 7 shops areinterested in keeping Airtel for selling. C. STD/PCO (out of 12) Reply of respondents No. of respondents Percentage of respondents Have activation 5 42% Interested to have 1 8%515110/12/2009 5151- 51 -515151 1111111111151 - 51 -51515111 22131
  • 52. 52525252 Not interested 6 50% STD/PCO Have activation Interested to have Not interestedConclusion: Majority of the STD/PCO i.e. 50 %are not interested in investing onselling Airtel connection. Out of 12,5shops already provide with Airtel connectionservice. D.Others (out of 6) Reply of respondents No. of respondents Percentage of respondents Have activation 2 33%525210/12/2009 5252- 52 -525252 1111111111152 - 52 -52525211 22131
  • 53. 53535353Interested to have 1 17%Not interested 3 50% Others Have activation Interested to have Not interested Conclusion: In other category shops like gift shops etc. majority is in favor of not keeping Airtel connection i.e. 50%. And only 17% are interested to keep Airtel connection with them out of 6. E. Telecom (out of 57)Reply of respondents No. of respondents Percentage of respondentsHave activation 50 88%535310/12/2009 5353- 53 -535353 1111111111153 - 53 -53535311 22131
  • 54. 54545454Interested to have 5 9%Not interested 2 3% Telecom Have activation Interested to have Not interested Conclusion: Majority of telecom retailers i.e. 88%already have Airtel connection with them and 9% are interested to have while the remaining 3% showed no interest in keeping the connection. F. Stationary ( out of 7)Reply of respondents No. of respondents Percentage of respondents545410/12/2009 5454- 54 -545454 1111111111154 - 54 -54545411 22131
  • 55. 55555555 Have activation 4 57% Interested to have 0 0% Not interested 3 43% Stationary Have activation Interested to have Not interestedConclusion: in this category 57% already had Airtel connection and the remainingwere not interested to keep i.e. 43%. Area 2: Rohini sector 15, 17 and 18 SAMPLE SIZE: 81555510/12/2009 5555- 55 -555555 1111111111155 - 55 -55555511 22131
  • 56. 56565656Type of shops (out of 81)Type Total number PercentageChemist 9 11%General Store 8 10%STD/PCO 4 5%Telecom 48 59%Others 10 12%Stationary 2 3% Type of shops Chemist General Store STD/PCO Telecom Others Stationary Conclusion: Majority of the shops covered are the telecom shops at around 59%, next are the others, chemist and general stores with 12%, 11% and 10%respectively and next are the Std/PCO with 5% and with least share are the stationary with only 3%. Detailed description A.Chemist (out of 9)Reply of respondents No. of respondents Percentage of respondentsHave activation 3 33%565610/12/2009 5656- 56 -565656 1111111111156 - 56 -56565611 22131
  • 57. 57575757 Interested to have 1 11% Not interested 5 56% Chemists Have activation Interested to have Not interestedConclusion: Majority of chemists are not interested in investing on selling Airtelconnection. Only 11%are interested in keeping Airtel for selling. B. General stores (out of 8) Reply of respondents No. of respondents Percentage of respondents Have activation 3 38% Interested to have 2 24% Not interested 3 38%575710/12/2009 5757- 57 -575757 1111111111157 - 57 -57575711 22131
  • 58. 58585858 General stores Have activation Interested to have Not interestedConclusion: Majority of them are not interested in investing on selling Airtelconnection. Only 24%are interested in keeping Airtel for selling. C. STD/PCO (out of 4) Reply of respondents No. of respondents Percentage of respondents Have activation 1 25% Interested to have 1 25% Not interested 2 50%585810/12/2009 5858- 58 -585858 1111111111158 - 58 -58585811 22131
  • 59. 59595959 STD/PCO Have activation Interested to have Not interestedConclusion: As there are only 4 STD/PCO in this area. So 1 of them is alreadyhaving Airtel connection and 1 is interested in keeping it and other 2 are not. D.Telecom (out of 48) Reply of respondents No. of respondents Percentage of respondents Have activation 40 84% Interested to have 3 6% Not interested 5 10%595910/12/2009 5959- 59 -595959 1111111111159 - 59 -59595911 22131
  • 60. 60606060 Telecom Have activation Interested to have Not interested Conclusion: Majority of telecom retailers i.e. 84% already have Airtel connection with them. Out of remaining 5 are not interested while 3 are interested to keep Airtel connection with them. E. Others (out of 10)Reply of respondents No. of respondents Percentage of respondentsHave activation 5 50%Interested to have 1 10%Not interested 4 40%606010/12/2009 6060- 60 -606060 1111111111160 - 60 -60606011 22131
  • 61. 61616161 Others Have activation Interested to have Not interested Conclusion: In this category only one shop was interested in having Airtel connection. Out of 10, 5 already had Airtel connection and the remaining 4 were not interested. F. Stationary (out of2)Reply of respondents No. of respondents Percentage of respondentsHave activation 1 50%Interested to have 0 0%Not interested 1 50%616110/12/2009 6161- 61 -616161 1111111111161 - 61 -61616111 22131
  • 62. 62626262 Stationary Have activation Interested to have Not interestedConclusion: In this area out of 2 stationeries, 1 already had Airtel connection whilethe other was not interested. Area 3: Rohini sector 9, 13, 14 and Prashant Vihar SAMPLE SIZE: 85Type of shops (out of 85)Type Total number PercentageChemist 6 7%General Store 4 5%626210/12/2009 6262- 62 -626262 1111111111162 - 62 -62626211 22131
  • 63. 63636363STD/PCO 13 15%Telecom 47 55%Others 9 11%Stationary 6 7% Type of shops Chemist General Store STD/PCO Telecom Others Stationary Conclusion: Majority of the shops covered in this area also are the telecom shops at around 55%, next are the STD/PCO and others with 15% and 11% respectively, next are chemists and stationary with 7% each and with least share are the general store with 5%. Detailed description A.Chemist (out of 6)Reply of No. ofrespondents respondents Percentage of respondentsHave activation 3 50%Interested to have 1 17%Not interested 2 33%636310/12/2009 6363- 63 -636363 1111111111163 - 63 -63636311 22131
  • 64. 64646464 Chemist Have activation Interested to have Not interestedConclusion: 50% i.e. 3 out of 6 already had Airtel connection and 2 respondednegatively while 1 was interested to have the Airtel connection. B. General store (out of 4) Reply of No. of respondents respondents Percentage of respondents Have activation 0 0% Interested to have 3 75% Not interested 1 25%646410/12/2009 6464- 64 -646464 1111111111164 - 64 -64646411 22131
  • 65. 65656565 General stores Have activation Interested to have Not interested Conclusion: Majority of them i.e. 75% were interested in selling Airtel connection while the remaining shops were already selling Airtel connection. C. STD/PCO (out of 13)Reply of respondents No. of respondents Percentage of respondentsHave activation 8 62%Interested to have 2 15%Not interested 3 23%656510/12/2009 6565- 65 -656565 1111111111165 - 65 -65656511 22131
  • 66. 66666666 STD/PCO Have activation Interested to have Not interested Conclusion: 62% already have Airtel connection in this category and 23% are not interested to keep Airtel connection and the remaining 15% showed interest. D.Telecom (out of 47)Reply of respondents No. of respondents Percentage of respondentsHave activation 35 74%Interested to have 3 7%Not interested 9 19%666610/12/2009 6666- 66 -666666 1111111111166 - 66 -66666611 22131
  • 67. 67676767 Telecom Have activation Interested to have Not interestedConclusion: Majority of the telecom shops i.e. 74% already have activation and fromthe remaining 19% were not interested while 7% were interested to have the Airtelconnection.E. Others (out of 9)Reply of respondents No. of respondents Percentage of respondentsHave activation 4 45%Interested to have 2 22%Not interested 3 33%676710/12/2009 6767- 67 -676767 1111111111167 - 67 -67676711 22131
  • 68. 68686868 Others Have activation Interested to have Not interestedConclusion: 4 out of 9 i.e. 45% were already selling Airtel connection while other33% were not interested to have and the remaining 2 were interested to have theconnection. E. Stationary ( out of 6)Reply of respondents No. of respondents Percentage of respondentsHave activation 4 67%Interested to have 0 0%Not interested 2 33%686810/12/2009 6868- 68 -686868 1111111111168 - 68 -68686811 22131
  • 69. 69696969 Stationary Have activation Interested to have Not interestedConclusion: 67% of stationary in this area were already having Airtel connectionwhile the remaining 33% were not interested.696910/12/2009 6969- 69 -696969 1111111111169 - 69 -69696911 22131
  • 70. 70707070 General Overview of Feedback  Customer diversification from Airtel is increasing in regular basis due to increase in service complaints.  Idea and Hutch giving better schemes and margin than Airtel.  Need quick services to increase sales.707010/12/2009 7070- 70 -707070 1111111111170 - 70 -70707011 22131
  • 71. 71717171  More and vast visibility of Hutch and Idea boards and advertisements which is improving their promotion and branding.  Many telecom retailers want the detailed description of incentives given to them i.e. on what basis and on how much activation. Here lot of comparison is being made with Hutch as they are providing with detailed description of when and why of incentives.  Customer demand is high for Airtel but due to services complaints, less advertisements and claims issues the retailers are diverting the customers to Hutch and Idea.  Airtel is still ruling in sales as compared to others but through better promotion, schemes and less claims issues. Hutch is emerging as second best. So need to take actions for it.  Customer diversification from Airtel is increasing in regular basis due to increase in activation complaints.  Network of Airtel is better than any other telecom services.  New schemes are not properly being conveyed to the retailers, so they are facing problem of no responses to customer queries.  Customer diversification from Airtel is increasing in regular basis due to increase in delay of retailer incentive.  Board and advertisements are required in many shops. It is been observed that many shop[s don’t even have normal banner of Airtel in their shop in spite of demanding of long.  Schemes in Airtel and tariff plans are expensive than other telecom services.  Lot of technical problems are complained here due to that retailers dissatisfaction is increasing, also immediate services are not provided by the department from Airtel.  There is different tariff plan for different connection in Airtel, that frustrates customers  There is large number of rejection rate for taking up any new kind of business in the non- telecom shops this is due to lack of awareness and scarcity of resources in this area.717110/12/2009 7171- 71 -717171 1111111111171 - 71 -71717111 22131
  • 72. 72727272  Idea is provided with better schemes and Idea sale services are quickest among all in this area.  Claim problem is the major issue in this area.  Mainly youth customers are attracted by H- card (Hutch) and I- card (of Idea) as compared to Yuva (Airtel) in this area.727210/12/2009 7272- 72 -727272 1111111111172 - 72 -72727211 22131
  • 73. 73737373 Limitations o The samples were taken on the basis of convenience sampling which may bring element of error. o Samples were only taken from Rohini area. o Survey times are as such that maximum shop owners or respected persons were not available for survey. So, through contact basis survey is done.737310/12/2009 7373- 73 -737373 1111111111173 - 73 -73737311 22131
  • 74. 74747474 o The sample size is very small and the result of research cannot be expralated to the entire population.747410/12/2009 7474- 74 -747474 1111111111174 - 74 -74747411 22131
  • 75. 75757575 Recommendations  Airtel should focus more on promotion and advertising part as areas which are surveyed have very less awareness about the schemes and all.  Working of sales department should be more flexible as complaints regarding incentives and claims are being observed.757510/12/2009 7575- 75 -757575 1111111111175 - 75 -75757511 22131
  • 76. 76767676  Major threat from hutch and Idea are seen as hutch is providing with quick sales facilities, excellent communication network and high promotion whereas Idea is giving very economical schemes and connectivity. So, to decrease customer diversification and to maintain the brand name of the company better communication network should be established between sales management and the retailers by attending their complaints properly, giving timely and verified incentives, increase in manpower, taking regular feedback.  By mismanagement on behalf of the distributor side also many retailers grievances are increasing, complete check on workings on distributors should be done.  Majority of STD/PCO shops showed interest in having Airtel connection. So priority should be given to them, all their needs and demands should be thoroughly taken into consideration.  Better schemes for dealers/ retailers so that they can be able to develop self interest and they could try their level best to make more and more sale which would lead benefit to dealers and company as well.  Brochures and catalogues should be made available.  More claim margins: the dealers have this issue that working in a small margins is not acceptable to them i.e. just 2.47% margin is not much it should be increased so that the dealers also be able to make some more profits.767610/12/2009 7676- 76 -767676 1111111111176 - 76 -76767611 22131
  • 77. 77777777 ConclusionThe basic and to the point conclusion of the above discussed issue is that thecompany can make more and more profits only when it can satisfy all its customers,777710/12/2009 7777- 77 -777777 1111111111177 - 77 -77777711 22131
  • 78. 78787878dealers and distributors in order to do that the company should agree with all their fairsuggestions and make them happy.If workers will be happy and satisfy then they will make sincere efforts to achievetheir targets and increase the sales of the company.787810/12/2009 7878- 78 -787878 1111111111178 - 78 -78787811 22131
  • 79. 79797979 BibliographyBooks797910/12/2009 7979- 79 -797979 1111111111179 - 79 -79797911 22131
  • 80. 80808080  Marketing Research by Naresh K. Malhotra  Marketing Management by Philip KotlerWebsites  www.google.com  www.hutch.co.in  www.wikepedia.com  www.coai.comCompany information  www.airtel.com  www.airtelworld.com  Teleworld magazines  Pamphlets from various retailers808010/12/2009 8080- 80 -808080 1111111111180 - 80 -80808011 22131
  • 81. 81818181 QUESTIONNAIRE WALLET SHARE OF AIRTEL IN DELHI MARKET818110/12/2009 8181- 81 -818181 1111111111181 - 81 -81818111 22131
  • 82. 82828282Dear Sir/ Madam,We believe that you are the spokesman for thousands of persons who are in telecomindustry in Delhi and since we are interested in knowing the performance of AIRTELin Delhi in that we ask for your help. We believe that this survey would help inevolving wallet share of AIRTEL in the market of Delhi. Would you please,therefore, answer the enclosed questionnaire?The information supplied by you will be treated as strictly confidential.NOTE: Please tick (√) the option, which you find appropriateThis is the survey regarding the evaluation of wallet share of Airtel in DelhiQ1 Do you keep TELECOM connections? Yes NoQ2 Which Telecom company products (NEW ACTIVATION SIMS) do youkeep in your shop to sell to consumers? Airtel Tata Hutch Dolphin Reliance IdeaQ3 If yes, then please indicate your level of activation in your shop per monthfor each available services given below depending upon on your response:-S. No. SERVICES 0-3 3-7 8-15 16-25 25-50 50+1: AIRTEL2: HUTCH3: IDEA4: TATA INDICOM5: RELIANCE6: MTNL828210/12/2009 8282- 82 -828282 1111111111182 - 82 -82828211 22131
  • 83. 83838383Q4 If no, then are you interested in having AIRTEL connections with you now? Yes NoQ5 If yes, are you interested in having:- j) Activation k) Recharge l) BothQ6 Rank your choice of telecom service providers in w.r.t their performance(1-most preferred, 2- preferred, 3- neutral, 4- less preferred, 5- least preferred, N.P- notpreferred at all):-ATTRIBUTES Airtel Idea Hutch Tata Reliance IndicomMax customerdemand is forValue for moneyF.O.S serviceActivationcomplaintsClaim disbursementQ7 According to you, which company connection faced the highest decline inpast three months? If it’s AIRTEL then why?Q8 Please mention the area’s that you would like AIRTEL to improve on itsproduct and services.838310/12/2009 8383- 83 -838383 1111111111183 - 83 -83838311 22131
  • 84. 84848484 PERSONAL DETAILS We would like to know you better:Name:Age:Contact no. (Shop) (Mobile)Shop Address: • Cost efficiencyDate of visit:Type of shop:848410/12/2009 8484- 84 -848484 1111111111184 - 84 -84848411 22131

×