SlideShare a Scribd company logo
1 of 75
Projectsformba.blogspot.com

                                A
                   Project rePort
                               on
                 “BhArti Airtel GrouP”

“ comPArAtive   AnAlysis of mArKetinG strAteGies of

                 vodAfone & Airtel ”

suBmitted for the PArtiAl fulfillment of the requirement

                 for the AwArd of deGree of


 “mAster of Business AdministrAtion ”

      suBmitted to        :-
                         suBmitted By:-




                            jAiPur
Projectsformba.blogspot.com




                        ACKNOWLEDGEMENT
 I ………………. , sincerely thankful to all those people who have been giving me any
kind of assistance in the making of this project report.

I express my gratitude to ………………, who has through her vast experience and
knowledge has been able to guide me, both ably and successfully towards the
completion of the project. I express my gratitude to Sri Balaji College of Engineering &
Technology, Jaipur



I would hereby, make most of the opportunity by expressing my sincerest thanks to all
my faculties whose teachings gave me conceptual understanding and clarity of
comprehension, which ultimately made my job more easy. Credit also goes to all my
friends whose encouragement kept me in good stead. Their           continuous      support     has
given me the strength and confidence to complete the project without any difficulty.

      Last of all but not the least I would like to acknowledge my gratitude to the
respondents without whom this survey would have been incomplete.

      I am also thankful to authority of Airtel & Vodafone for providing me the information.
Projectsformba.blogspot.com
CONTENT

 1.    Acknowledgement
 2.    Contents
 3.    Declaration
 4.    objectives of the study
 5.    introduction of the topic
          •   Telecom sector in India
          •   Airtel
          •   Vodafone
          •   Background
          •   Company profile of Airtel
          •   The magic
          •   Comparison between marketing strategy of Bharti Airtel and Vodafone
 6.    Research Methodology
          •   Type of research methodology
          •   Data collection method
          •   Method of collection
 7.    Data Analysis and Interpretation
 8.    Swot analysis
 9.    Suggestion & Conclusion
 10.    Recommendations
 11.    Bibliography
 12.    Questionnaire
Projectsformba.blogspot.com


                                Declaration

I, …………………….. being a student of MBA 2 nd yr. of Sri Balaji College of
Engineering & Technology, Jaipur. (SBCET),. Hereby declares that the project report
under title “Comparative Analysis of Marketing Strategies of Vodafone & Airtel.” Is my
own work it is the analysis of the big scale sector of communication. This project
involves the big scale services involved in telecommunication sector provided by Airtel
and Vodafone to its customers. The survey was conducted so as to analyze the big scale
sector prevailing in the current industry and the improvement that can be made upon it.
All care has been taken to keep this report error free and I sincerely regret for any unintended
discrepancies that might have crept into this report. I shall be highly obliged if errors (if any) be
brought to my attention.



Thank You
Projectsformba.blogspot.com




                  OBJECTIVE OF THE STUDY


   Every organization has to achieve its organization goals. For this it is very essential for an
   organization to know about the view of consumers and their competitive products. This survey
   research may be also aimed as to estimate potential buyer for the product. The objective of the
   study is as under:-


1. To identify the difference between market performance of Airtel industry and Vodafone.

2. To study the market of Airtel Industry and Vodafone on big scale telecommunication sector.

3. To compare various parameters of marketing strategies, manufacturing process, technology
   adopted production policy, advertising, collaboration, export scenario, future prospect
   for the two companies and government policies.

4. To study customer buying behavior and factors which influence the purchase decision process.

5. To know how the company has been successful in encountering the aggressive marketing
   strategies of competitors.
Projectsformba.blogspot.com




Telecom Sector In India



Than 125 million telephones network is one of the largest communication networks in
world, which continues to grow at a blistering pace.

The rapid growth in the telecom sector can be attributed to the various pro-active and
positive policy measures taken by the government as well as the dynamic and
entrepreneurial spirit of the various telecom service providers both in private and public
sector. The telecom sector has shown impressive growth during the past decade. Today,
more

Two striking features of this growth viz. increasing preference for mobile phones and
higher contribution of private sector in the incremental growth have predominated the
telecom sector. The share of mobile phones (including WLL mobile) has overtaken the
share of landlines with 62% in the total number of phones. The private sector's contribution
is also increasing rapidly. Currently more than 30 lakh phones are being added each month
and it is targeted that by the end of 2010 the total number of phones may reach a level of
350 million taking the tele-density to more than 30% which is currently at 24.63%.

  Network Expansion: The total number of telephone subscribers has reached 281.62
million at the end of January 2010 as compared to 232.87 million in July 2009. The overall
Teledensity has increased to 23.63% in January 2010 as compared to 21.20% in August
2009.

Wireless Service: The wireless segment saw a surge of 78.77 million subscribers last
month compared to 78.17 million in Mar. 2010. This pushed the total wireless subscribers
base to 282.40 million by Apr. 31 2010.
Projectsformba.blogspot.com
Wire line Subscribers: The wire line segment subscriber base stood at 39.73 million with
a decrease of 0.16 million at the end of Apr. 2010.

Teledensity: The gross subscriber base reached 206.83 million at the end of March 2009.
The Teledensity is 24.63%at the end of Apr. 2010 as compared to 18.31% at the end of
March 2009, registering an increase of 6%.

Increasing Role of Private Sector: The private sector has played a significant role in the
growth of telecom sector. The share of private sector has risen to 85 per cent in December
2009 from 64.14 per cent in November 2008.

Tariff Rebalancing Measures: There has been a dramatic fall in the tariffs due to
increased competition. The minimum effective charges for local calls have fallen
considerably in recent months especially for cellular service. The long distance domestic as
well as international charges have also fallen considerably.

Telecom Regulatory Authority of India (TRAI): TRAI was established under the
Telecom Regulatory Authority of India Act, 1997 enacted on March 28,1997. The goals
and objectives of TRAI are focused towards providing a regulatory framework that
facilitates achievement of the objectives of New Technology Policy         (NTP)      1999.
TRAI has endeavored to encourage greater corporation in the telecom sector together with
better quality and affordable prices.
Projectsformba.blogspot.com

                                   AIRTEL

Airtel is a brand of telecommunication services in India operated by Bharti Airtel.

Airtel is the largest cellular service provider in India in terms of number of
subscribers. Bharti Airtel owns the Airtel brand and provides the following services
under the brand name Airtel: Mobile Services (using GSM Technology), Broadband
& Telephone Services (Fixed line, Internet Connectivity(DSL) and Leased Line),
Long Distance Services and Enterprise Services (Telecommunications Consulting
for corporates). It has presence in all 23 circles of the country and covers 71% of the
current population (as of FY07).

Leading international telecommunication companies such as Vodafone and SingTel
held partial stakes in Bharti Airtel.
Projectsformba.blogspot.com


                         VODAFONE ESSAR


Vodafone Essar, previously Hutchison Essar is a cellular operator in India that covers 16
telecom circles in India Despite the official name being Vodafone Essar, its products are
simply branded Vodafone. It offers both prepaid and postpaid GSM cellular phone
coverage throughout India and is especially strong in the major metros.

Vodafone Essar provides 2G services based on 900 MHz and 1800 MHz digital GSM
technology, offering voice and data services in 16 of the country's 23 license areas.

Vodafone Essar, previously Hutchison Essar is a cellular operator in India that covers 16
telecom circles in India . Despite the official name being Vodafone Essar, its products are
simply branded Vodafone. It offers both prepaid and postpaid GSM cellular phone
coverage throughout India and is especially strong in the major metros.

Vodafone Essar provides 2G services based on 900 MHz and 1800 MHz digital GSM
technology, offering voice and data services in 16 of the country's 23 license areas.
Projectsformba.blogspot.com




introduction

             of

 the toPic
Projectsformba.blogspot.com




                           BACKGROUND



The project is an extensive report on how the Airtel Company markets its strategies and
how the company has been able in tackling the present tough competition and how it is
scooping up by the allegations of the quality of its products. The report begins with the
history of the products and the introduction of the Airtel Company. This report also
contains the basic marketing strategies that are used by the Airtel Company of
manufacturing process, technology, production policy, advertising, collaboration, export
scenario, future prospect and government policies. The report includes some of the key
salient features of market trend issues.

In today’s world of cutthroat fierce competition, it is very essential to not only exist but
also to excel in the market. Today’s market is enormously more complex. Hence forth,
to survive in the market, the company not only needs to maximize its profit but also
needs to satisfy its customers and should try to build upon from there.
Projectsformba.blogspot.com




COMPANY PROFILE
                  OF
          AIRTEL
Projectsformba.blogspot.com

Vision
"As we spread wings to expand our capabilities and explore new horizons, the fundamental focus
remains unchanged: seek out the best technology in the world and put it at the service of our
ultimate user: our customer."

These are the premise on which Bharti Enterprises has based its entire plan of action.

Bharti Enterprises has been at the forefront of technology and has revolutionized
telecommunications with its world-class products and services.

Established in 1985, Bharti has been a pioneering force in the telecom sector. With many firsts and
innovations to its credit, ranging from being the first mobile service in Jaipur, first private basic
telephone service provider in the country, first Indian company to provide comprehensive telecom
services outside India in Seychelles and first private sector service provider to launch National
Long Distance Services in India. Bharti had approximately 3.21 million total customers – nearly
2.88 million mobile and 334,000 fixed line customers.

Its services sector businesses include mobile operations in Andhra Pradesh, Chennai, Jaipur,
Gujarat, Haryana, Himachal Pradesh, Karnataka, Kerala, Kolkata, Madhya Pradesh circle,
Maharashtra circle, Mumbai, Punjab, Tamil Nadu and Uttar Pradesh (West) circle. In addition, it
also has fixed-line operations in the states of Madhya Pradesh and Chhattisgarh, Haryana, Jaipur,
Karnataka and Tamil Nadu and nationwide broadband and long distance networks.

Bharti has recently launched national long distance services by offering data transmission services
and voice transmission services for calls originating and terminating on most of India's mobile
networks.

The Company is also implementing a submarine cable project connecting Chennai-Singapore for
providing international bandwidth.

Bharti Enterprises also manufactures and exports telephone terminals and cordless phones. Apart
from being the largest manufacturer of telephone instruments, it is also the first telecom company
to export its products to the USA.

Bharti Tele-Ventures' strategic objective is “to capitalize on the growth opportunities that the
Company believes are available in the Indian telecommunications market and consolidate its
Projectsformba.blogspot.com
    position to be the leading integrated telecommunications services provider in key markets in India,
    with a focus on providing mobile services”.




    The Company has developed the following strategies to achieve its strategic objective:

•   Focus on maximizing revenues and margins;

•   Capture maximum telecommunications revenue potential with minimum geographical coverage;

•   Offer multiple telecommunications services to provide customers with a "one-stop shop" solution;

•   Position itself to tap data transmission opportunities and offer advanced mobile data services;

•   Focus on satisfying and retaining customers by ensuring high level of customer satisfaction;

•   Leverage strengths of its strategic and financial partners; and

•   Emphasize on human resource development to achieve operational efficiencies.
Projectsformba.blogspot.com
    Businesses


    Bharti Tele-Ventures current businesses include -

•   Mobile services

•   Fixed-line

•   National and international long distance services

•   VSAT, Internet services and network solutions

•   Broadband services with DSL and Wi-Fi network




    Competitive Strengths

    Bharti Tele-Ventures believes that the following elements will contribute to the Company's success
    as an integrated telecommunication services provider in India and will provide the Company with
    a solid foundation to execute its business strategy:

•   Nationwide Footprint - approximately 92% of India's total mobile subscribers resided in the
    Company's fifteen mobile circles. These 15 circles collectively accounted for approximately 56%
    of India's land mass;

•   Focus on telecommunications to enable the Company to better anticipate industry trends and
    capitalize on new telecommunications-related business opportunities.

•   The strong brand name recognition and a reputation for offering high quality service to its
    customers;

•   Quality management team with vision and proven execution skills; and

•   The Company's strong relationships with international strategic and financial investors such as
    SingTel, Warburg Pincus, International Finance Corporation, Asian Infrastructure Fund Group and
    New York Life Insurance.
Projectsformba.blogspot.com




Brand Architecture:

Bharti is working on a complex three-layered branding architecture — to:

   •Create specific brands for each service,

   •Build sub-brands within each of these services and

   •Use Bharti as the mother brand providing the group its corporate identity as well as
defining its goal to become a national builder of telecoms infrastructure.
Projectsformba.blogspot.com

                             BHARTI



    AIRTEL                     TOUCHTEL                  INDIA ONE
    (Cellular                  (Basic Service             (National Long
    Operations)                Operations)                  Distance)




Airtel - The flagship brand for cellular operations all across the Indian
country.

Touchtel - The brand earmarked for basic service operations.

India One - The brand for national long distance (NLD) telephony

Though the costs of creating new brands are heavy but the group wants to
create “distinct independent brands to address different customers and
profiles”.
Projectsformba.blogspot.com
Brand Strategy:
To understand the brand strategy, let’s first look at the brand building exercise associated with
Airtel — a brand that had to be repositioned recently to address new needs in the market.

When the brand was launched seven years ago, cellular telephony wasn’t a mass market by any
means. For the average consumer, owning a cellular phone was expensive as tariff rates (at Rs 8 a
minute) as well as instrument prices were steep — sometimes as much as buying a second-hand
car.

Bharti could have addressed the customer by rationally explaining to him the economic advantage
of using a mobile phone. But Sachdev says that such a strategy would not have worked for the
simple reason that the value from using the phone at the time was not commensurate with the cost.

“Instead of the value-proposition model, we decided to address the sensory benefit it gave to the
customer as the main selling tack. The idea was to become a badge value brand,” he explains.

So the Airtel “leadership series” campaign was launched showing successful men with their
laptops and in their deluxe cars using the mobile phone. In simple terms, it meant Airtel was
positioned as an inspirational brand that was meant for leaders, for customers who stood out in a
crowd.

Did it work? Repeated surveys following the launch showed that there were three core benefits that
were clearly associated with the brand — leadership, dynamism and performance.

These were valuable qualities, but they only took Airtel far enough to establish its presence in the
market. As tariffs started dropping, it became necessary for Airtel to appeal to a wider audience.
And the various brand-tracking exercises showed that despite all these good things, there was no
emotional dimension to the brand — it was perceived as cold, distant and efficient.

Sachdev and his team realized that in a business in which customer relationships were the core this
could be a major weakness. The reason with tariffs identical to competitor Vodafone telecomm and
roughly the same level of service and schemes, it had now become important for Bharti to
“humanize” Airtel and use that relationship as a major differentiation.
Projectsformba.blogspot.com
The brand had become something like Lufthansa — cold and efficient. What they needed was to
become Singapore Airlines, efficient but also human. A change in tack was important because this
was a time when the cellular market was changing.

The leadership series was okay when you were wooing the crème de la crème of society. Once you
reached them you had to expand the market so there was need to address to new customers.

By that time, Bharti was already the leading cellular subscriber in Jaipur with a base of 3.77 lakh
(it now has 1.8 million customers). And with tariffs becoming more affordable — as cell
companies started cutting prices — it was time to expand the market.

How could Bharti leverage this leadership position down the value chain? Surveys showed that the
concept of leadership in the customer’s minds was also changing. Leadership did not mean
directing subordinates to execute orders but to work along with a team to achieve common
objectives — it was, again, a relationship game that needed to be reflected in the Airtel brand.



Also, a survey showed that 50 per cent of the new customers choose a mobile phone brand mostly
through word-of-mouth endorsements from friends, family or colleagues. Thus, existing customers
were an important tool for market expansion and Bharti now focused on building closer
relationships with them.

That is precisely what the brand tried to achieve through its new positioning under the Airtel
“Touch Tomorrow” brand campaign. This set of campaigns portrayed mobile users surrounded by
caring family members. Says Sachdev: “The new campaign and positioning was designed to
highlight the relationship angle and make the brand softer and more sensitive.”

As it looks to expand its cellular services nationwide —to eight new circles apart from the seven in
which it already operates — Bharti is now realizing that there are new compulsions to rework the
Airtel brand, and a new exercise is being launched to this effect. Right now, the company is
unwilling to discuss the new positioning in detail. But broadly, the focus is on positioning Airtel as
a power brand with numerous regional sub-brands reflecting customer needs in various parts of the
country.
Projectsformba.blogspot.com
If Airtel is becoming more humane and more sensitive as a brand, Bharti has also understood that
one common brand for all cellular operations might not always work in urban markets that are now
getting increasingly saturated.

To bring in new customers, the company decided that it needed to segment the market. One such
experiment, launched last year, is Youtopia, a brand aimed at the youth in the 14 to 19 age bracket
and for those who are “young at heart”. With its earlier positioning, Airtel was perceived as a
brand for the well-heeled older customer; there was nothing for younger people. With Youtopia,
Airtel hoped to reverse that.

In order to deliver the concept, Airtel offered rock bottom tariff rates (25 paise for 30 seconds) at
night to Youtopia customers — a time when they make the maximum number of calls. It also set
up merchandising exercises around the scheme — like a special portal for young people to buy
things or bid for goods.

The company is now looking at offering other services at affordable prices to this segment which
include music downloads on the mobile and bundling SMS rates with normal calls to make it
cheaper for young people to use.

The other experiment that Bharti has worked on is to go in for product segmentation through the
Tango brand name. The brand was created to offer mobile users Internet-interface services or what
is known as WAP (Wireless Application Protocol).

The idea was to bring Internet and mobile in perfect harmony. “The name was chosen from the
popular movie title It Takes Two to Tango: basically, you need the two services to tango to offer
customers a new choice”, says Sachdev.

This, however, had less to do with the branding exercise as with inefficiency of service (accusingly
slow download speeds) and the limited utility of WAP services.

Subsequently, the ads were withdrawn, but the company re-iterated that the branding exercise
could be revived because Tango will be the brand to offer GPRS services — or permanent Internet
connectivity on the mobile phone — which Airtel is expected to launch soon.
Projectsformba.blogspot.com




                                     The Magic
    Perhaps the more ambitious experiment has been with Magic — the pre-paid card. The idea was to
    make the brand affordable, accessible and, most importantly, feasible as a means of expanding the
    market even faster.

    PHASE I –
    Magic was aimed at bringing in infrequent users of a mobile phone into the market and assure him
    that he would have to pay only if he made a call. Such a customer used the phone sparingly —
    mostly for emergencies — and was not willing to pick up a normal mobile connection with its
    relatively high rentals (pre-paid cards do not include rental charges).

    To achieve its objectives Bharti did three things.

•   One, the product was made available at prices ranging from Rs 300 to Rs 3,000 with no strings
    attached and was simple to operate.

•   Two, the product was made accessible and distributed through small stores, telephone booths and
    even kirana shops so that the offering was well within arms reach.

•   Third, to make the product more “approachable” to the customer, the company came with
    vernacular ad campaigns

    Like “Magic Daalo Say Hello” which appealed to local sensibilities.
Projectsformba.blogspot.com
This apart, the company roped in Karisma Kapoor and Shah Rukh Khan for a major ad campaign
all across Jaipur, a ruse that saw the number of subscribers go up from 5.47 lakh to 1.2 million
todasy, overtaking Essar’s branded pre-paid card Speed, which was launched much ahead of
Magic. The company is now re-working its Magic strategy even further.

Earlier, the branding strategy was aimed at roping in only interested customers — that is,
customers who were already inclined to opt for mobile services. But now, with basic service
providers having been allowed limited mobility at far cheaper rates, mobile service providers could
find themselves under threat again.

That is why the new exercise is aimed at co-opting non-adopters. While the exact strategy is under
wraps, insiders say the new branding strategy would be aimed at offering them value which they
had not perceived would be available from using a pre-paid card.
Projectsformba.blogspot.com

    PHASE II -
    Bharti used Airtel Magic to build a strong value proposition and accelerate market expansion
    through India’s first national pre-paid card TV brand campaign

•   First time ever in India - any pre-paid card brand goes on TV

•   A combination of the film genre exposed through the TV medium designed to connect with the
    masses of India

•   Youth based - romance driven strategy platform makes the value proposition of Airtel Magic -
    ‘Mumkin Hai’ come alive

•   All elements - user imagery, context, tone & language created to connect the category to the lives
    of the SEC B & SEC C segment – the middle class non-mobile user.

•   Airtel Magic positions itself on the platform of being excellent for emergency situations -
    increasing productivity as a part of everyday life.

•   Sharukh Khan makes ‘everything in life possible’ while romancing pretty Kareena Kapoor with
    Airtel Magic, India’s leading pre-paid mobile card.

    Airtel today unveiled its strategy for market expansion with the launch of its new Airtel Magic
    pre-paid card brand campaign – ‘Magic hai to Mumkin hai’. The strategy is targeted at the non-
    user

    segment defined as young adults, 15-30 years of age; in the Sec B & C segment is aimed at
    accelerating market expansion. The value proposition is centered around a person’s desire to make
    all his / her dreams, ambitions & aspirations instantly possible. The new campaign for Airtel
    Magic is all about empowering millions of Indians to be on top of their lives.

    The brand is positioned to be relevant to the mass-market who want to make all their dreams,
    hopes & desires come alive… instantly. (At just Rs.300/- per month Airtel Magic is so easy to
    buy.) Improving productivity, letting you befriend the world and opening up new horizons. It
    gives you the freedom to control your life in a way never possible before. Indeed, anything that
    you think is possible is possible with Airtel Magic. The new brand slogan ‘Magic hai to Mumkin
    hai’ has been specially created to capture this effectively.
Projectsformba.blogspot.com
This strategy is designed to help us talk to this segment directly in the tone, manner & language of
the masses. The “Mumkin hai” value proposition will help us expand the market and gain a higher
percentage of market shares in the process.

The brand ambassadors Shahrukh Khan and Kareena Kapoor embody this ‘can do’ or “Mumkin
Hai” spirit (infact that is the reason they were selected as brand ambassadors). Sharukh rose from
a TV actor to become India’s top film star and national heartthrob. Kareena’s success is due to her
‘attitude’, talent, hard work and the sheer ability to make a mark in such a short time. Both these
stars have said ‘Mumkin hai’ and made it happen for themselves.

The genre of this new strategy & campaign is Hindi cinema led. This genre connects millions
across India.   The spirit of romance, dancing… the Indian cinema, well known to most as
Bollywood, holds millions of Indians together as one.

The new TV campaign of Airtel Magic crafted in the Hindi film idiom, magnifies the empowering
optimism of “Mumkin Hai”, in the endearing situation of a boy-girl romance. Where Sharukh
Khan, sets his eyes on Kareena Kapoor and wins her love with the help of Airtel Magic.
(Poignantly conveying that special feeling we all get when a dream is made possible and a victory
of the heart is won).

The strategy & new brand campaign is targeted at the large untapped base of intending mobile
customers from Sec A, B & C. The estimated addressable market of such customers in the next
two years is around 25 million in Airtel’s 16 states. The new strategy aims at correcting the
perception that the mobile category is useful mainly for ‘business’ or ‘work’ related scenarios.

The new strategy, brand positioning & brand slogan is an outcome of an extensive nationwide
research and is an integral part of Airtel Magic’s new multi-media campaign. The campaign has
been created by Percept Advertising.
Projectsformba.blogspot.com

    PHASE III -
    Bharti used Airtel Magic to build a strong value proposition and accelerate market expansion
    through India’s first national pre-paid card TV brand campaign

•   First time ever in India - any pre-paid card brand gives such freedom to recharge any value

•   A combination of the film genre exposed through the TV medium designed to connect with the
    masses of India

•   Youth based - romance driven strategy platform makes the value proposition of Airtel Magic -
    ‘Aisi azaadi aur kahan?” come alive

•   Sharukh Khan Makes ‘everything in life possible’ Airtel today unveiled its strategy for market
    expansion with the launch of its new Airtel Magic pre-paid card brand campaign – ‘Magic Hai to
    Mumkin Hai’. . The value proposition is centered on a person’s desire to make all his / her
    dreams, ambitions & aspirations instantly possible. The new campaign for Airtel Magic is all
    about empowering millions of Indians to be on top of their lives.

    The brand is positioned to be relevant to the mass-market who want to make all their dreams,
    hopes & desires come alive… instantly .At a amount of your choice you can recharge your account
    with available validity time .Improving productivity, letting you befriend the world and opening up
    new horizons. It gives you the freedom to control your life in a way never possible before.
    Indeed, anything that you think is possible is possible with Airtel Magic. The new brand slogan
    ‘Aisi azadi aur kahan’ has been specially created to capture this effectively.
Projectsformba.blogspot.com



    Other Brand Building Initiatives:-

    The main idea is to stay ahead of competition for at least six months. Working on the above game
    plan Bharti is constantly coming up with newer product offerings for the customers.

    The focus, of course, is to offer better quality of service.

•   To make the service simpler for customers using roaming facilities, Airtel has devised common
    numbers for subscribers across the country for services like customer care, food services and
    cinema amongst others.

•   It will also launch a unified billing system across circles so, customers moving from one place to
    another do not have to close and then again open new accounts at another place.

•   To assist customer care personnel to deal with subscriber queries, a storehouse of 40,000
    frequently asked questions and their answers have been stored on the computers.

•   Bharti expects that most of its new customers (one estimate is that it would be 60 to 70 per cent of
    the total new subscriber base) would come from the pre-paid card segment. So, they must be given
    value-added products and services which competitors don’t provide.

•   Bharti, for the first time for a cellular operator, has decided to offer roaming services even to its
    pre-paid customers, but the facility would be limited to the region in which they buy the card. To
    ensure that customers don’t migrate to other competing services (which is known as churn and
    ranges from 10 to 15 per cent of the customer base every month), the company is also working on a
    loyalty program. This will offer subscribers tangible cash benefits depending upon their usage of
    the phone.

•   The loyalty program will not be only for a ‘badge value’, it will provide real benefits to customers.
    The idea is to create an Airtel community.

•   Another key area which Bharti is concentrating its attention upon is a new roaming service
    launched in Jaipur under which calls of a roaming subscriber who is visiting the city will be routed
    directly to his mobile instead of traveling via his home network.
Projectsformba.blogspot.com
•   The company also offers multi-media messaging systems under which customers having a
    specialized phone with a in-built camera can take pictures and e-mail it to friends or store it in the
    phone. The cost per picture is between Rs 5 to Rs 7.

•   Bharti is also aware that it has to make owning a ready-to-use cellular service much easier than it is
    today. A key area is to increase the number of activation centers. Earlier Bharti had 250 Airtel
    Connect stores which were exclusive outlets (for its services) and about 250 Airtel Points which
    were kiosks in larger shops. Now activation can be done by all of them, and not only by Connect
    outlets, all within 15 to 20 minutes. In comparison, the competition takes two to four hours.

•   Pre- paid cards are really catching up with the mobile phone users and it is actually helping the
    market to increase. First, they are easier to obtain and convenient to use. Unlike post-paid, one
    need not pay security deposits for picking up a pre-paid card. It is often available even with
    paanwalas. As befits a fast-moving consumer service, the game is now moving beyond price to
    expanding distribution reach and servicing a well-spread-out clientele with technology and
    strategic alliances. Bharti is focusing on two factors to make pre-paid cards more attractive.
    Keeping the entry cost low for consumers and making recharging more convenience.

•   Bharti is in the process of launching a new system in alliance with Mumbai-based Company
    Venture InfoTech which will enable a pre-paid card user to renew his subscription by just swiping
    a card. The system will not only save users the hassle of going out and buying a card every time it
    expires but also enable mobile companies to reduce the cost of printing and distributing cards.

•   Bharti Televentures has tied up with 'Waiter on wheels,' a company delivering food at home, to
    reach its Magic pre-paid cards to subscribers' doorsteps. The company is also joining hands with
    local grocery shops which will enable users to recharge their cards by just making a phone call to
    the shop. Apart from improving the convenience of recharging, mobile operators are beefing up
    their distribution channels. The company is constantly innovating to enhance the value proposition
    for its pre-paid service. They are leveraging technology to expand their distribution network and
    deliver round-the-clock recharge options to its MOTS (Mobile on the Spot) subscribers.

•   Bharti Cellular has also launched a special service, CareTouch, for high-value, corporate
    customers, providing them with instant, single-point access for any assistance they require.
    Customers can dial 777 and enjoy a slew of services, which includes easier payment of bills,
    service on priority basis, and value-added services without any additional paper work. Bharti
Projectsformba.blogspot.com
    Cellular is offering a range of services without going through an interactive voice recorder
    ensuring that they save time. Dedicated ‘CareTouch’ executives are expected to assist customers
    with any service on priority basis. Besides the regular proactive reminder calls for bill payment,
    customers can also call CareTouch for bill payments at free of cost.

•   Airtel presented MTV Inbox; the first ‘on-air’ SMS based interactive music dedication show
    exclusively for Airtel and Airtel Magic customers. Highly interactive VJ based show with real-time
    feedback mechanism. Both brands joined hands to target the high growth youth segment.
Projectsformba.blogspot.com
Bharti’s View on its Branding strategy:-

First, brand building efforts in today’s context have to be seen in a more holistic manner.
Delivering value on a sustained basis is perhaps the most potent key to build a brand that lasts.

Unflinching orientation to customer needs is the second key success factor. Customers (be it for
industrial products or consumer goods and services) across the world are more informed and, at the
same time, becoming more individualistic in their needs and far more demanding with the passage
of time.

Pro-active tracking of shifts in consumer behavior, anticipating redefined or emerging customer
needs, and then reacting in “real-time” are essential to attract and retain customer loyalty — a key
element of creating brand equity in the present situation.

Customizing the product (and communication of its benefit) to meet the specific needs of various
consumer/customer sub-segments is the third element in creating brand appreciation.

As far as allocation of time and financial resources are concerned, too many companies mistakenly
allocate a disproportionate amount on mere advertising and promotion. This is not to say that
advertising and promotion are less relevant. On the contrary, with more choices and higher media
clutter, businesses need to budget for an increasingly higher spend on their brand promotion but
this has to be undertaken in tandem with enterprise-wide “reengineering” of the business
philosophy and core design, production, and delivery operations for the product itself.

The positive spin to this argument is that by first addressing the fundamentals, the enterprise itself
becomes more competitive. This can be the beginning of a virtuous cycle wherein brand equity
continues to increase as the enterprise sustains delivery of an appropriate product or service at an
ever increasing value.

It is, however, crucial to note that in the years to come, not only will the cost of building a regional
or a national (or an international) brand will continue to rise but also the time taken to do so will be
longer and will need sustained and focused efforts.
Projectsformba.blogspot.com




Comparison of marketing strategies
                 between
   Bharti Airtel and Vodafone.
Projectsformba.blogspot.com
                          Purpose of comparison



•   The sub main purpose of this report is to compare the marketing Strategies adopted by Bharti
    Airtel and its rival Vodafone


•   The comparison shows how both of the companies have been challenging each other to gain
    market shares.




    Why comparison with vodafone



   Bharti Airtel is the leader in telecommunication sector.




   Bharti Airtel holds the lion share of market of communication sector.




   However, Vodafone has been giving tough competition to Bharti Airtel.




   Vodafone is the second largest player and share holder in Communication sector.




   Since its launch Vodafone has been adopting aggressive marketing strategies.
Projectsformba.blogspot.com
   The comparison shows how Hutchison Essar Telecom. Captured 22% market share in one month
    of its first launch of postpaid subscription in 2002.AD.




   With a different technology Vodafone creates its own market.




   Vodafone odafone. Today deals in every business of communication sector.


   Vodafone making and changing the strategies to capture the market shares
Projectsformba.blogspot.com

    Brand positioning by Bharti Airtel



    Market segmentation


   Geographical segment (metropolitans & cities India)


   Demographic segment - middle income groups


   People age group of 20 to 28 year




    Target marketing


   People who living in cities and towns.


   Poor or middle income group people.


   Youngsters in big cities.


   Businessmen
Projectsformba.blogspot.com




    Positioning


   Creating brands (Sharukh khan & Sachin Tendulker)


   Ads and promotions


   Promotion for study of poor childrens.
Projectsformba.blogspot.com


    Marketing mix


   Price:       low price strategy


   Place:       maximum outlets and service centers


   Product:     verities available for various groups


   Promotion:    various schemes for pre-paid and post-paid
Projectsformba.blogspot.com




MARKETING STRATEGIES
                  OF
     VODAFONE.
Projectsformba.blogspot.com
Vodafone target the rural India



The main targeted customers of Vodafone are from rural India.


By offering cheap and light mobile sets Vodafone attracts most of the customers of small villages
and towns.


Offering cheap handsets


Vodafone offers cheap and free connections to all customers.


The cost for these sets was Rs-799-849-1099set and onward.


Free support and services


In every district and big towns Vodafone opens its service centers to provide better support and
services.


Strong logistics and supply chain


Vodafone has a strong logistic and supply all over India.


In every small town the potential customers can easily purchase the Vodafone SIM & Sets.




Targeting youngsters in metropolitans


Vodafone attracts youngsters by offering colorful handset at very low prices.
Projectsformba.blogspot.com




BRAND POSITIONING
                   BY
       VODAFONE
Projectsformba.blogspot.com
    Market segmentation


   Geographical segment (rural India)


   Demographic segment - middle income groups


    Target marketing


   People living in small towns and villages.


   Poor and middle income groups.


   Youngsters in big cities.


   Businessmen


    Positioning


   Creating brands


   Ads and promotions


    Marketing mix


   Price : low price strategy


   Place : maximum outlets and service centers


   Product : verities available for various groups


   Promotion: various schemes for pre-paid and post-paid
Projectsformba.blogspot.com




    Services provided by Bharti Airtel
•   Mobile services with GSM technology

•   Fixed-line connections

•   National and international long distance services

•   VSAT, Internet services and network solutions

•   Broadband services



    Services provided by Vodafone.

    ●mobile services with GSM technology


    ●fixed-line telephone services


    ●Universal Internetworking


    ●VoIP (Voice over Internet Protocol)


    ●Interactive Television


    ●Visual Communication


    ●Broadband Portal


    ●Telecommuting
Projectsformba.blogspot.com
                       RESEARCH METHODOLOGY

Achieving accuracy in any research requires a deep study regarding the subject. The prime
objective of the project is to compare Airtel with the existing competitor (Vodafone) in the market
and the impact of WLL on Airtel.
The research methodology adopted is basically based on primary data via which the most recent
and accurate piece of first hand information could be collected. Secondary data has been used to
support primary data wherever needed.

Primary data was collected using the following techniques

Questionnaire Method

Direct Interview Method and

Observation Method

The main tool used was, the questionnaire method. Further direct interview method, where a face-
to-face formal interview was taken. Lastly observation method has been continuous with the
questionnaire method, as one continuously observes the surrounding environment he works in.
Projectsformba.blogspot.com



               Type of Research Methodology

EXPLORATORY:



TYPE OF RESEARCH CARRIED OUT WAS EXPLORATORY IN NATURE; THE
OBJECTIVE OF SUCH RESEARCH IS TO DETERMINE THE APPROXIMATE AREA
WHERE THE DRAWBACK OF THE COMPANY LIES AND ALSO TO IDENTIFY THE
COURSE OF ACTION TO SOLVE IT. FOR THIS PURPOSE THE INFORMATION PROVED
USEFUL FOR GIVING RIGHT SUGGESTION TO THE COMPANY.
Projectsformba.blogspot.com

                DATA COLLECTION METHOD

  THERE TWO TYPE OF METHOD OF DATA COLLECTION.
                                   COLLECTION.

• PRIMARY DATA
• SECONDARY DATA



  Primary data was collected using the following techniques

  Questionnaire Method

  Direct Interview Method and

  Observation Method

  The main tool used was, the questionnaire method. Further direct interview method, where a face-
  to-face formal interview was taken. Lastly observation method has been continuous with the
  questionnaire method, as one continuously observes the surrounding environment he works in.



  DATA USED FOR THE RESEARCH WORK WAS PRIMARY IN NATURE. PRIMARY
  DATA:
  DATA:

            PRIMARY DATA IS THAT WHICH IS THE COLLECTED FOR THE FIST TIME
  AND THUS HAPPEN TO BE ORIGINATED IN CHARACTER.



  QUESTIONNAIRE SURVEY:

            IN THE STUDIES A QUESTIONNAIRE IS PREPARED. THE QUESTIONNAIRE
  CONSISTS OF 15 QUESTIONS.



  SECONDARY DATA:
            DATA:
Projectsformba.blogspot.com
            SECONDARY DATA REFER TO THE DATA THAT HAS BEEN ALREADY
    COLLECTED .THE SECONDARY DATA, WHICH HAS BEEN USED TO CARRY OUT THIS
    STUDY, ARE AS FOLLOW:



• BOOKS, JOURNALS, MAGAZINES, NEWSPAPERS
• INDUSTRY REPORTS
• COMPANY’S INTERNET SITE
•   SOMEOTHER RELEVANT STUDY MATERIAL AND WEBSITES..



    SAMPLE UNIT: - JAIPUR & NCR.
           UNIT:



    THE RESEARCH PROCESS WAS DONE BY INTERACTING WITH NUMBER OF
    CUSTOMERS DURING THE ACTIVITIES PERFORMED, WHICH INCLUDED, MARKETS,
    COLD CALLING, CANOPIES, ETC.    SAMPLE DESIGN CONSISTS OF RANDOM
    SAMPLING.



    SAMPLE SIZE: - 50 PEOPLE
           SIZE:
Projectsformba.blogspot.com

                  METHOD OF COLLECTION: -
    FIELD PROCEDURE FOR GATHERING PRIMARY DATA INCLUDED OBSERVATION
    AND INTERVIEW SCHEDULE IN WHICH THE QUESTIONNAIRES WERE FILED BY THE
    INTERVIEWER.

    PERSONAL INTERVIEWS THROUGH SELF ADMINISTERED SURVEY WAS DONE TO
    COLLECT THE DATA, MARKET RESEARCH WAS UNDERTAKEN, THAT WAS
    ACCOMPLISHED BY PERFORMING VARIOUS ACTIVITIES DESIGNED.



    RESEARCH INSTRUMENT:
             INSTRUMENT:

                QUESTIONNAIRE



    THE QUESTIONNAIRE WAS FORMULATED BY KEEP IN MIND THE FOLLOWING
    POINTS: -
    POINTS:



•   GIVING THE RESPONDENTS. CLEAR COMPREHENSION OF THE QUESTION.

• INDUCING THE RESPONDENTS TO CO-OPERATE.

•   GIVING INSTRUCTIONS AS TO WHAT IS NEEDED.

• IDENTIFYING THE NEEDS TO BE KNOWN.
Projectsformba.blogspot.com

              Scope of the study
   •   To conduct this research the target population was the mobile users, Who are using GSM
       technology.

   •   Targeted geographic area of Jaipur/ NCR. Sample size of 50 persons was taken.

   •   To these 50 people a questionnaire was given, the questionnaire was a combination of both
       open ended and closed ended questions.

   •   The date during which questionnaires were filled.

   •   Some dealers were also interviewed to know their prospective. Interviews with the
       managers of GSM service providers were also conducted.

   •   Finally the collected data and information was analyzed and compiled to arrive at the
       conclusion and recommendations given.




Sources of secondary data
Used to obtain information on, Bharti’s history, current issues, policies, procedures etc, wherever
required.

   •   Internet

   •   Magazines

   •   Newspapers

   •   Journals

   •   Bharti Circulars Store

   •   Bharti News Letters

   •   Vodafone Store

   •   Vodafone Ministore
Projectsformba.blogspot.com




Data analysis
          And
Interpretation
Projectsformba.blogspot.com
    Subscriber numbers in (mn) held by Vodafone and Airtel




             June-05           Sep-06             Dec-07            Mar-08            Dec-08             Mar-09

Airtel       3.19              4.62               5.50              6.54              10.98              14.07
Vodafone     1.82              4.19               6.24              7.26              10.45              12.99


Source TRAI:




     18
     16
     14
     12
     10                                                                                                          Airtel
      8                                                                                                          Vodafone
      6
      4
      2
      0
                                       Dec-06
           Jun-05

                    Dec-05

                             Jun-06



                                                Jun-07

                                                         Dec-07

                                                                  Jun-08

                                                                           Dec-08

                                                                                    Jun-09

                                                                                             Dec-09

                                                                                                      Jun-10




MARKET PLAYERS IN TELE COMMUNICATION
Projectsformba.blogspot.com




             Operator         Market       share Market          share
                           Aug''05                June''10
             Bharti Airtel 19.06                  22.49
             Vodafone      21.81                  16.96
             Vodafonecomm 17.03                   16.01
             Idea Cellular 10.45                  8.49




25

20

15                                                      Bharti Airtel
                                                        vodafone
10                                                      Reliance infocomm
                                                        Idea Cellular
5

0
     Market share Aug''05 Market share June''10
Projectsformba.blogspot.com




FINDINGS AND ANALYSIS



Age Group Graph




As we can see from the above graph, the people who are in the age group of 21-28 years are the
ones who are the maximum users of mobile phones. This segment is the one which gives
maximum business to the mobile operators. This segment constitutes the young executives and
other office going people. They are 65% of the total people who were interviewed. The next age
group are the



people who are 28-35 years old. They are 20% of the total. They are those who are at home or
have small business units etc. And the next age group is the youngest generation who are 15-21
Projectsformba.blogspot.com
years old. They are school and college going students and carry mobile phones to flaunt. They are
15% of the total interviewed people.



Occupation Graph



                                   OCCUPATION


                               10%                           15%

          20%




                                                             55%

        STUDENTS            EXECUTIVES               HOUSEHOLDS            OTHERS


As the above graph shows that 55% of the total people interviewed are working. So, these people
are the ones who are the maximum users of mobile phones. They are the young executives,
managers, Tele - callers etc. who require mobile for their official purposes. The next category is
the households, who are either housewife, small units which operate from their homes etc. They
are 20% of the whole. The next segment is the students. They are 15% of the whole. And 10% of
the whole is categories who are the professionals.
Projectsformba.blogspot.com


Service Provider Graph




These are the total market share of mobile user or people captured by the mobile provider
company. There two major company in mobile phone service sector Vodafone and Airtel who
respectively hold the market share with other company as 17% and 20% of total market user
segment of mobile customer.
Projectsformba.blogspot.com
Customer Service At Airtel Graph




               CUSTOMER SATISFACTION LEVEL
                       10%                                20%




                                                                       10%


              60%

             FULLY                           PARTIALLY
             DISSATISFIED                    FULLY DISSATISFIED

As the above graph clearly shows that customer services at Airtel seems poor. 60% of the people
are dissatisfied with the customer services provided by Airtel. They are the ones who have the
maximum share in the market but they are lagging behind in the customer services. 10% of the
people were fully dissatisfied with the customer services of Airtel. This could leave an impact on
the mind of the consumer. He can even switch over his brand. 20% of the people seemed partially
satisfied with the customer services and only 10% seem to be fully satisfied with Airtel’s customer
services, which is a very small amount.
Projectsformba.blogspot.com


Type Of Card Graph




Cash cards seemed quite popular among the people interviewed. 85% of the total mobile users
were having cash card connections. This means that the cash cards should be easily and readily
available in the local markets. Airtel should make sure that Magic is available in each and every
nook and corner of the market. 15% of the people were having sim connections which is the
regular bill.
Projectsformba.blogspot.com
Monthly expense graph

People on an average spend RS 500 per month as their mobile phone expense. 64% people spend


                                Monthly Expense




                                                  12%
       24%



                                                                           Rs 600
                                                                           Rs 450
                                                                           Rs 200


                                                   64%




this amount. 24% people spend RS 300 per month as their monthly mobile expense. And the
remaining 12% had an expense more than RS 1000, they could the ones having sim connections or
having cash cards and having a lot of business calls on their mobiles.
Projectsformba.blogspot.com
Awareness About WLL Graph




WLL seemed to be a new word for many of the people. 45% of the people were not at all aware of
such a technology. So, in order to get the answer for this question they were first explained the
concept. Only, 55% people knew what WLL is all about.
Projectsformba.blogspot.com


Awareness of WLL Players Graph




  80%
  70%
  60%
  50%
                                                                  Vodafone
  40%
                                                                  Airtel
  30%
  20%
  10%
    0%




Vodafone was the brand which was popular amongst the interviewed people. As Vodafone had
done so much advertising and has it banners and hoarding spread all over Jaipur. So, this could be
one the reasons of its popularity. Tata was hardly a known brand in this new field. Possibly,
because of less promotions done by them as compared to Vodafone.

On the basis of analysis of the questionnaire I have found that the maximum no. of people who
use mobile phones is in the age group of 20 to 28. Who are the young executives and other office
goers?

They spend a maximum of RS 500 as their mobile expense.

There is more no. of prepared cards than post paid cards. The mobile users want to spend money
side by side than to spend money at the end of the month on a big bill.

Now when I compared Airtel with its competitor from the point of view of the consumer I found
that on the basis of Tariff plan, value added services and billing accuracy Airtel is at par or ahead
Projectsformba.blogspot.com
of its competitor but in the case of customer care and availability they lag behind there
competitors. As, Airtel has a hold in the market because it has the maximum no. of connections, so
it must improve upon it customer services. As far as WLL is concerned people are aware about it
but not many people are aware about Tata. They only know more about Vodafone. People at this
point of time are not interested to switch over from GSM to WLL
Projectsformba.blogspot.com




Customer Response towards
      Questionnaire
Projectsformba.blogspot.com
               Which Brand you, prefer most?


   Airtel
   Vodafone
   Reliance
   TATA
   Idea
Projectsformba.blogspot.com
    How long you have been using this Product?


   0-2 Years
   2-5 Years
   5-10 Years
   More than 10 years


        Consumers response shown in chart for usage
Projectsformba.blogspot.com

    Are you using other product with Airtel?


   Yes
   No




                                                            33%
                                                                        YES
                                                                        NO
              67%




    Here are the customer responses about the use of the Airtel product and other
    product rather than Airtel.

    in this segment of survey 67 % of customer are aspire with Airtel and 33 % shown
    interest in other telecom products in urban areas.
Projectsformba.blogspot.com
Do you collect any information search before making
purchase?

 70%        66%

 60%
 50%
 40%                              34%        information
 30%                                         search

 20%
 10%
  0%
            YES                    NO
Projectsformba.blogspot.com




    SWOT ANALYSIS

    Strengths

•   Being one of the largest companies in India the company has achieved a degree of focus
    in its core business of its products.

•   It has a strong brand name, superior quality products and an enviable distribution
    network.

•   It has a clear and well-defined organization structure and limits of financial authority.

•   Increase in advertisement spends affect the company’s margins.

•   The company‘s bottom line falls victim to the bloated and highly paid workforce, which
    affects its margins.

    Weakness:
•   Little efforts over the Advertising of products.
•   Distribution channel is not accurately categorized.
•   Premium priced products, hence can’t compete in low price segment.
•   No separate strategy for rural market.

    Opportunities:

•   The company's financial performance can receive a major boost from its cost reduction
    efforts.

•   There is a lot of scope of product and market diversification.

•   Exports of products will also have huge chances in the coming years.

•   Airtel’s business has ample scope for gaining market share from the unorganized sector.
    Rural penetration too holds vast potential to bring about growth.
Projectsformba.blogspot.com
    Threats

•   The slowdown in the economy has restricted topline growth of most FMCG majors and
    for Airtel also it will be difficult to maintain historical growth rates in such a depressed
    scenario.

•   Company’s major raw materials are influenced by government policies / controls as
    well as vagaries of the monsoons. Fluctuations in the prices of raw materials would
    have significant impact on costs and margins of the company.

    Moreover, inordinate hike in Broad Band Internet products would also increases
    company’s production and distribution cost.
Projectsformba.blogspot.com


                                     LIMITATIONS


No project is without limitations and it becomes essential to figure out the various constraints that
we underwent during the study. The following points in this direction would add to our total
deliberations:-


1. During the study, on many occasions the respondent groups gave us a cold shoulder.
2.   The respondents from whom primary data was gathered any times displayed complete
ignorance about the complete branded range, which was being studied.
3. Lack of time is the basic limitation in the project.
4. Some retailers/whole sellers refuse to cooperate with the queries.
5. Some retailers/wholesalers gave biased or incomplete information regarding the study.
6. Money played a vital factor in the whole project duration.
7. Lack of proper information and experience due to short period of time.
8. Some retailers did not answer all the questions or do not have time to answer.
Projectsformba.blogspot.com




                              SUGGESTIONS

Following are the few suggestions to AIRTEL for improving the market share and image of the
products concerned.


1. PRODUCT
*Modification must be brought about in AIRTEL, in terms of quality. Its demand should be
increased.


2. PLACE
* The brands must be made available easily in, PCO & general stores.


3. PROMOTION
*Company must undertake extensive promotional activities like advertisements must be released
in different Medias to create brand awareness.
*Free samples should be distributed among the prospects. Sales promotion tools like gifts, contests
and coupons must be given to retailers as well as customers and prospects.

* Catalogues should be distributed among customers.

4. PRICE

* Price should be as competitive as other company maintains

* Distribution of new connection should be in reach of customer pocket
Projectsformba.blogspot.com



                               CONCLUSION

 After analyzing the findings of the research, I can conclude that Airtel lagged behind its
competitors as far as customer service and availability is concerned. The maximum no. of people
who use the mobile is in the age group of 20 to 28. Cash cards are the most popular type of mobile
connections, as they are consumer friendly and recharging the connection is not a problem.

Maximum no. of people spends RS 500 on their connections. As Airtel is the only company having
the maximum no of mobile connections so it must seriously look into the loop holes of the existing
customer service department.

As we know that now Airtel has already launched its product with logo “’ Aisi azaadi aur kahan”’
has already became popular in market. So we can say that in spite of so many competitors in the
market Airtel is having a good position just because every time, it tries its best to understand the
need of its important customers.

From the comparison and deep analysis of every aspect of business of both the companies we can
conclude that bharti Airtel has to more work in every field of communication business.

It is the time not only to survive but to sustain in the market for a long time.

For this Airtel has to work on its all marketing strategies, marketing, promotion, brand image.etc.

Airtel has to take Vodafone. Very seriously and update its own strategies from time to time and
when the need arises.

With aggressive marketing strategies Airtel has to target rural India as 70% of population of India
lives in these areas.

The other segment may be costumers of all age groups.
Projectsformba.blogspot.com
                                RECOMMENDATIONS


    I have made following recommendation to the company after doing the summer training there:


•   The company should modify its credit policy as they only target the cash paying customers who
    are not easy to trace.
•   The company should emphasis more on the quality of Pharmaceuticals Products it was mostly
    claimed by the exporters that their receipts from company doesn’t matches with the sample’s
    quality shown before giving orders.
•   The company should make its marketing strategy flexible enough in order to face competition.
•   The company should keep an eye on the proper delivery of the goods to exporter on time, as it has
    been recommended by exporters to make the delivery on time.
•   The company rate policy must be flexible enough to catch new customers because if company
    offers lower price to a new customer then he may continue buy the goods and can be a permanent
    customer for the company.
•   The company should offers such rate in the market so that it may able to catch a bigger market
    share and it should be able to compete with the local traders and commission agents while having a
    brand name.
    The company should take the opinion of exporters from time to time to know what problems they
    are facing from the company’s side. And if any change they require in present supplying
    condition?
Projectsformba.blogspot.com



                                 BIBLIOGRAPHY


In this project report, while finalizing and for analyzing quality problem in details the following
Books, Magazines/Journals and Web Sites have been referred. All the material detailed below
provides effective help and a guiding layout while designing this text report.

Books :

Principles of Marketing –Philip Kotler & Kevin keller edi. 12

Market Research – D.D. Sharma

Research Methodology – C.R. Kothari

Websites:
       www.Airtelworld.com
       www.google.com
       www.india.com


       www.Vodafone.in


http://www.blonnet.com/2004/06/26/stories/2004062602180700.htm, Mumbai, June 25, 2004.


com/companies/companies_r/Vodafone_infocom/20031104_stop-roaming.htm, 4 November 2003
       Domain, Missed Call, at http://www.domainb
Projectsformba.blogspot.com
Magazines:
Airtel (2 July to 10 July 2004)
Airtel India page of HT paper (Thursday 1December 2004)
Cowards India (26 December to 4 Jan. 2004)
Projectsformba.blogspot.com
                                        QUESTIONNAIRE


    Dear Sir/Madam,
                  I Shakun Chugh student of MBA of Sri Balaji College of Engineering and
    Technology, Jaipur. I am doing my project on “Comparative analysis of marketing strategy
    of Vodafone and Airtel”. Please give your precious time for filling these details.
    Q.1 Name those companies which provide telecom services now a days?
   Airtel
   Vodafone
   Reliance
   TATA
   Idea


    Q.2 which mobile company services you are using now a days?
   Airtel
   Vodafone
   Reliance
   TATA
   Idea


    Q. 3 Among them, which Brand you, prefer most?


   Airtel
   Vodafone
   Reliance
   TATA
   Idea




    Q.2 How long you have been using this Product?
Projectsformba.blogspot.com
   0-2 Years
   2-5 Years
   5-10 Years
   More than 10 years


    Q.3 Are you using other product instead of Airtel?


   Yes
   No


    Q.5 Do you collect any information search before making purchase?


   Yes
   No




    Q.8    What are the features you look for in a product before making purchase decision? Give
    preferences (1-Highest, 6- least)


   Brand credibility
   Price and Discount
   After sales services and parts, network
   Value for money
   Vehicle performance
   Add on features or ergonomics of design
Projectsformba.blogspot.com



Q.10   If you have to purchase a new connection or product in near future, which Brand will you go for
       and why?


              _________________________________________________
              _________________________________________________
              _________________________________________________




       Q.11   Are you aware of various promotional activities being run by Airtel,         if yes then how?
       Are you satisfied with these promotional activities?
                                                       Very        Satisfied   Somewhat Not
                                                       Satisfied               Satisfied    satisfied


      Customer Care
      By Ad Films
      By Camp
      24 hrs call center services




       Q.12 How would you rate Airtel performance as your expectation on 5 points scale (5
       Highest?)

                                               1        2     3         4 5
      After Sale service
      Maintenance
      Product as per expectation
Projectsformba.blogspot.com

Q.13   What are you suggestions for improving the product quality, service availability and parts
       availability?


       _______________________________________________________________________________
       _______________________________________________________________________________
       ______________________________________

More Related Content

What's hot

Marketing Strategies of Airtel - Project Report
Marketing Strategies of Airtel - Project ReportMarketing Strategies of Airtel - Project Report
Marketing Strategies of Airtel - Project ReportSumit Goyal
 
List of mba project topics reports
List of  mba project topics  reportsList of  mba project topics  reports
List of mba project topics reportsBabasab Patil
 
Bba project report final year
Bba project report final yearBba project report final year
Bba project report final yearJanvhi Sahni
 
Bharti Airtel ppt
Bharti Airtel pptBharti Airtel ppt
Bharti Airtel pptketul1shah
 
MBA marketing (summer internship report)
MBA marketing (summer internship report)MBA marketing (summer internship report)
MBA marketing (summer internship report)MANUJ SINGH
 
Project on-tata-motors
Project on-tata-motorsProject on-tata-motors
Project on-tata-motorsSanchit Jasuja
 
A project report on jio By Rajat Kumar
A project report on jio By Rajat KumarA project report on jio By Rajat Kumar
A project report on jio By Rajat KumarRajat Thakral
 
Reliance project.pdf
Reliance project.pdfReliance project.pdf
Reliance project.pdfDeepash Rajak
 
general management project
general management project general management project
general management project Yogesh kadu
 
Reliance Jio Vs Airtel
Reliance Jio Vs AirtelReliance Jio Vs Airtel
Reliance Jio Vs AirtelMitali Soni
 
Merger of idea and vodafone india
Merger of idea and vodafone indiaMerger of idea and vodafone india
Merger of idea and vodafone indiaVardha Mago
 
Multidisciplinary action project report
Multidisciplinary action project reportMultidisciplinary action project report
Multidisciplinary action project reportHIMANI SONI
 
project-report-on-big-bazaar
 project-report-on-big-bazaar project-report-on-big-bazaar
project-report-on-big-bazaarTajinder Singh
 
Bharati airtel final project 1
Bharati airtel final project 1Bharati airtel final project 1
Bharati airtel final project 1Karan Singh
 
MBA Marketing SIP Report
MBA Marketing SIP ReportMBA Marketing SIP Report
MBA Marketing SIP Reportdharam93
 
Bharti airtel ppt
Bharti airtel pptBharti airtel ppt
Bharti airtel pptNitish Nair
 
mba project on vodafone
mba project on vodafonemba project on vodafone
mba project on vodafoneProjects Kart
 
BBA final year project
BBA final year projectBBA final year project
BBA final year projectJanvhi Sahni
 

What's hot (20)

Marketing Strategies of Airtel - Project Report
Marketing Strategies of Airtel - Project ReportMarketing Strategies of Airtel - Project Report
Marketing Strategies of Airtel - Project Report
 
Airtel
AirtelAirtel
Airtel
 
List of mba project topics reports
List of  mba project topics  reportsList of  mba project topics  reports
List of mba project topics reports
 
Bba project report final year
Bba project report final yearBba project report final year
Bba project report final year
 
Bharti Airtel ppt
Bharti Airtel pptBharti Airtel ppt
Bharti Airtel ppt
 
MBA marketing (summer internship report)
MBA marketing (summer internship report)MBA marketing (summer internship report)
MBA marketing (summer internship report)
 
Project on-tata-motors
Project on-tata-motorsProject on-tata-motors
Project on-tata-motors
 
Analysis an airtel
Analysis an airtelAnalysis an airtel
Analysis an airtel
 
A project report on jio By Rajat Kumar
A project report on jio By Rajat KumarA project report on jio By Rajat Kumar
A project report on jio By Rajat Kumar
 
Reliance project.pdf
Reliance project.pdfReliance project.pdf
Reliance project.pdf
 
general management project
general management project general management project
general management project
 
Reliance Jio Vs Airtel
Reliance Jio Vs AirtelReliance Jio Vs Airtel
Reliance Jio Vs Airtel
 
Merger of idea and vodafone india
Merger of idea and vodafone indiaMerger of idea and vodafone india
Merger of idea and vodafone india
 
Multidisciplinary action project report
Multidisciplinary action project reportMultidisciplinary action project report
Multidisciplinary action project report
 
project-report-on-big-bazaar
 project-report-on-big-bazaar project-report-on-big-bazaar
project-report-on-big-bazaar
 
Bharati airtel final project 1
Bharati airtel final project 1Bharati airtel final project 1
Bharati airtel final project 1
 
MBA Marketing SIP Report
MBA Marketing SIP ReportMBA Marketing SIP Report
MBA Marketing SIP Report
 
Bharti airtel ppt
Bharti airtel pptBharti airtel ppt
Bharti airtel ppt
 
mba project on vodafone
mba project on vodafonemba project on vodafone
mba project on vodafone
 
BBA final year project
BBA final year projectBBA final year project
BBA final year project
 

Viewers also liked

A Comparative study of Vodafone Vs Airtel with special reference of Prepaid P...
A Comparative study of Vodafone Vs Airtel with special reference of Prepaid P...A Comparative study of Vodafone Vs Airtel with special reference of Prepaid P...
A Comparative study of Vodafone Vs Airtel with special reference of Prepaid P...Syed Naqvi
 
A training project report on airtel
A training project report on airtelA training project report on airtel
A training project report on airtelIITTM GWALIOR
 
A project report on comparative analysis of airtel and bsnl landline
A project report on comparative analysis of airtel and bsnl landlineA project report on comparative analysis of airtel and bsnl landline
A project report on comparative analysis of airtel and bsnl landlineBabasab Patil
 
44896162 airtel-vs-vodafone
44896162 airtel-vs-vodafone44896162 airtel-vs-vodafone
44896162 airtel-vs-vodafoneHarry Sekhon
 
Internet marketing of The Coca-Cola Company
Internet marketing of The Coca-Cola CompanyInternet marketing of The Coca-Cola Company
Internet marketing of The Coca-Cola CompanyVenelina Darakeva
 
101 Free Online Marketing Resources For Entrepreneurs
101 Free Online Marketing Resources For Entrepreneurs101 Free Online Marketing Resources For Entrepreneurs
101 Free Online Marketing Resources For EntrepreneursFit Small Business
 
Digital strategy for coca cola
Digital strategy for coca colaDigital strategy for coca cola
Digital strategy for coca colaLyndseyStormer
 
Strategic Web Marketing
Strategic Web MarketingStrategic Web Marketing
Strategic Web MarketingRand Fishkin
 
Internet Marketing Strategies for Ecommerce Websites
Internet Marketing Strategies for Ecommerce WebsitesInternet Marketing Strategies for Ecommerce Websites
Internet Marketing Strategies for Ecommerce WebsitesHubSpot
 
Basic Concept of Internet Marketing
Basic Concept of Internet MarketingBasic Concept of Internet Marketing
Basic Concept of Internet MarketingShobhit Kumar
 
2014 Online Marketing Trends
2014 Online Marketing Trends2014 Online Marketing Trends
2014 Online Marketing TrendsDave Chaffey
 
E-marketing communication
E-marketing communicationE-marketing communication
E-marketing communicationyesim p. soylu
 
Online advertising(powerpoint)
Online advertising(powerpoint)Online advertising(powerpoint)
Online advertising(powerpoint)meliza briones
 
Airtel vs Vodafone
Airtel vs VodafoneAirtel vs Vodafone
Airtel vs VodafoneDeep Das
 
Marketing strategy of apple inc
Marketing strategy of apple incMarketing strategy of apple inc
Marketing strategy of apple incAkhil Vempali
 

Viewers also liked (20)

A Comparative study of Vodafone Vs Airtel with special reference of Prepaid P...
A Comparative study of Vodafone Vs Airtel with special reference of Prepaid P...A Comparative study of Vodafone Vs Airtel with special reference of Prepaid P...
A Comparative study of Vodafone Vs Airtel with special reference of Prepaid P...
 
A training project report on airtel
A training project report on airtelA training project report on airtel
A training project report on airtel
 
A project report on comparative analysis of airtel and bsnl landline
A project report on comparative analysis of airtel and bsnl landlineA project report on comparative analysis of airtel and bsnl landline
A project report on comparative analysis of airtel and bsnl landline
 
44896162 airtel-vs-vodafone
44896162 airtel-vs-vodafone44896162 airtel-vs-vodafone
44896162 airtel-vs-vodafone
 
Internet marketing of The Coca-Cola Company
Internet marketing of The Coca-Cola CompanyInternet marketing of The Coca-Cola Company
Internet marketing of The Coca-Cola Company
 
101 Free Online Marketing Resources For Entrepreneurs
101 Free Online Marketing Resources For Entrepreneurs101 Free Online Marketing Resources For Entrepreneurs
101 Free Online Marketing Resources For Entrepreneurs
 
Vodafone Corporate Digital Marketing Strategy
Vodafone Corporate Digital Marketing StrategyVodafone Corporate Digital Marketing Strategy
Vodafone Corporate Digital Marketing Strategy
 
Digital strategy for coca cola
Digital strategy for coca colaDigital strategy for coca cola
Digital strategy for coca cola
 
Strategic Web Marketing
Strategic Web MarketingStrategic Web Marketing
Strategic Web Marketing
 
Internet Marketing Strategies for Ecommerce Websites
Internet Marketing Strategies for Ecommerce WebsitesInternet Marketing Strategies for Ecommerce Websites
Internet Marketing Strategies for Ecommerce Websites
 
Basic Concept of Internet Marketing
Basic Concept of Internet MarketingBasic Concept of Internet Marketing
Basic Concept of Internet Marketing
 
2014 Online Marketing Trends
2014 Online Marketing Trends2014 Online Marketing Trends
2014 Online Marketing Trends
 
E-marketing communication
E-marketing communicationE-marketing communication
E-marketing communication
 
Vodafone presentation
Vodafone   presentationVodafone   presentation
Vodafone presentation
 
Vodafone Case Study
Vodafone Case StudyVodafone Case Study
Vodafone Case Study
 
Apple Marketing Analysis
Apple Marketing AnalysisApple Marketing Analysis
Apple Marketing Analysis
 
Online advertising(powerpoint)
Online advertising(powerpoint)Online advertising(powerpoint)
Online advertising(powerpoint)
 
Online Marketing Strategy
Online Marketing StrategyOnline Marketing Strategy
Online Marketing Strategy
 
Airtel vs Vodafone
Airtel vs VodafoneAirtel vs Vodafone
Airtel vs Vodafone
 
Marketing strategy of apple inc
Marketing strategy of apple incMarketing strategy of apple inc
Marketing strategy of apple inc
 

Similar to A project report on comparative analysis of marketing strategies of vodafone and airtel

28333950 airtel-and-vodafone-marketing-analysis
28333950 airtel-and-vodafone-marketing-analysis28333950 airtel-and-vodafone-marketing-analysis
28333950 airtel-and-vodafone-marketing-analysisSoumya Sahoo
 
Marketing Strategies of Bharti Airtel in Northeast
Marketing Strategies of Bharti Airtel in NortheastMarketing Strategies of Bharti Airtel in Northeast
Marketing Strategies of Bharti Airtel in Northeastluchercrisis
 
Bharti Airtel Pvt. Ltd. Summer training project report
Bharti Airtel Pvt. Ltd. Summer training project report Bharti Airtel Pvt. Ltd. Summer training project report
Bharti Airtel Pvt. Ltd. Summer training project report aniketanny1995
 
Summer Internship Report on Marketing strategies of Airtel.
Summer Internship Report on Marketing strategies of Airtel.Summer Internship Report on Marketing strategies of Airtel.
Summer Internship Report on Marketing strategies of Airtel.Aditya Bhatt
 
MBA Summers Training Presentation
MBA Summers Training PresentationMBA Summers Training Presentation
MBA Summers Training PresentationAditya Bhatt
 
Marketing strategy of telecom sector in india(project)
Marketing strategy of telecom sector in india(project)Marketing strategy of telecom sector in india(project)
Marketing strategy of telecom sector in india(project)ankan sengupta
 
A Strategic Study about Telecommunication Company in India: AIRTEL
A Strategic Study about Telecommunication Company in India: AIRTELA Strategic Study about Telecommunication Company in India: AIRTEL
A Strategic Study about Telecommunication Company in India: AIRTELKashyap Shah
 
TELECOMMUNICATION
TELECOMMUNICATIONTELECOMMUNICATION
TELECOMMUNICATIONAkshay Jain
 
Customer satisfaction among b2 b customers of relience communication in tamil...
Customer satisfaction among b2 b customers of relience communication in tamil...Customer satisfaction among b2 b customers of relience communication in tamil...
Customer satisfaction among b2 b customers of relience communication in tamil...Mohan Suyamburaj
 
Summer internship report : LTE KPI OPTIMIZATION / Mumbai University (MMS / MBA)
Summer internship report : LTE KPI OPTIMIZATION / Mumbai University (MMS / MBA)Summer internship report : LTE KPI OPTIMIZATION / Mumbai University (MMS / MBA)
Summer internship report : LTE KPI OPTIMIZATION / Mumbai University (MMS / MBA)Amit Devlekar
 
A Study Of Telecom
A Study Of TelecomA Study Of Telecom
A Study Of Telecompinki_moti
 

Similar to A project report on comparative analysis of marketing strategies of vodafone and airtel (20)

28333950 airtel-and-vodafone-marketing-analysis
28333950 airtel-and-vodafone-marketing-analysis28333950 airtel-and-vodafone-marketing-analysis
28333950 airtel-and-vodafone-marketing-analysis
 
Marketing Strategies of Bharti Airtel in Northeast
Marketing Strategies of Bharti Airtel in NortheastMarketing Strategies of Bharti Airtel in Northeast
Marketing Strategies of Bharti Airtel in Northeast
 
Ravi rupani.
Ravi rupani.Ravi rupani.
Ravi rupani.
 
Bharti Airtel Pvt. Ltd. Summer training project report
Bharti Airtel Pvt. Ltd. Summer training project report Bharti Airtel Pvt. Ltd. Summer training project report
Bharti Airtel Pvt. Ltd. Summer training project report
 
Summer Internship Report on Marketing strategies of Airtel.
Summer Internship Report on Marketing strategies of Airtel.Summer Internship Report on Marketing strategies of Airtel.
Summer Internship Report on Marketing strategies of Airtel.
 
Cpp report
Cpp reportCpp report
Cpp report
 
Cpp report
Cpp reportCpp report
Cpp report
 
210061447 marketing
210061447 marketing210061447 marketing
210061447 marketing
 
MBA Summers Training Presentation
MBA Summers Training PresentationMBA Summers Training Presentation
MBA Summers Training Presentation
 
Marketing strategy of telecom sector in india(project)
Marketing strategy of telecom sector in india(project)Marketing strategy of telecom sector in india(project)
Marketing strategy of telecom sector in india(project)
 
Telecom industry
Telecom industryTelecom industry
Telecom industry
 
A Strategic Study about Telecommunication Company in India: AIRTEL
A Strategic Study about Telecommunication Company in India: AIRTELA Strategic Study about Telecommunication Company in India: AIRTEL
A Strategic Study about Telecommunication Company in India: AIRTEL
 
TELECOMMUNICATION
TELECOMMUNICATIONTELECOMMUNICATION
TELECOMMUNICATION
 
Company report of jio
Company report of jioCompany report of jio
Company report of jio
 
Strategic analysis on telecom industries
Strategic analysis on telecom industriesStrategic analysis on telecom industries
Strategic analysis on telecom industries
 
Telecom industry airtel
Telecom industry airtelTelecom industry airtel
Telecom industry airtel
 
Customer satisfaction among b2 b customers of relience communication in tamil...
Customer satisfaction among b2 b customers of relience communication in tamil...Customer satisfaction among b2 b customers of relience communication in tamil...
Customer satisfaction among b2 b customers of relience communication in tamil...
 
Chiranth project
Chiranth projectChiranth project
Chiranth project
 
Summer internship report : LTE KPI OPTIMIZATION / Mumbai University (MMS / MBA)
Summer internship report : LTE KPI OPTIMIZATION / Mumbai University (MMS / MBA)Summer internship report : LTE KPI OPTIMIZATION / Mumbai University (MMS / MBA)
Summer internship report : LTE KPI OPTIMIZATION / Mumbai University (MMS / MBA)
 
A Study Of Telecom
A Study Of TelecomA Study Of Telecom
A Study Of Telecom
 

More from Projects Kart

Organization Study at Saldana Coffee
Organization Study at Saldana CoffeeOrganization Study at Saldana Coffee
Organization Study at Saldana CoffeeProjects Kart
 
Organization Study at Nirani Sugars
Organization Study at Nirani SugarsOrganization Study at Nirani Sugars
Organization Study at Nirani SugarsProjects Kart
 
Organization Study at Gem Sugars
Organization Study at Gem SugarsOrganization Study at Gem Sugars
Organization Study at Gem SugarsProjects Kart
 
Organization Study at Coffee Day
Organization Study at Coffee DayOrganization Study at Coffee Day
Organization Study at Coffee DayProjects Kart
 
A Study on Sugar Industry at Chamundeshwari Sugar
A Study on Sugar Industry at Chamundeshwari SugarA Study on Sugar Industry at Chamundeshwari Sugar
A Study on Sugar Industry at Chamundeshwari SugarProjects Kart
 
Study on Inventory Management at Reid & Taylor (India) Ltd
Study on Inventory Management at Reid & Taylor (India) LtdStudy on Inventory Management at Reid & Taylor (India) Ltd
Study on Inventory Management at Reid & Taylor (India) LtdProjects Kart
 
Study on Working Capital Management at PNB
Study on Working Capital Management at PNBStudy on Working Capital Management at PNB
Study on Working Capital Management at PNBProjects Kart
 
Study on Mutual Fund is the Better Investment Plan
Study on Mutual Fund is the Better Investment PlanStudy on Mutual Fund is the Better Investment Plan
Study on Mutual Fund is the Better Investment PlanProjects Kart
 
Study on Store Environment and Merchandising Mix at Big Bazaar
Study on Store Environment and Merchandising Mix at Big BazaarStudy on Store Environment and Merchandising Mix at Big Bazaar
Study on Store Environment and Merchandising Mix at Big BazaarProjects Kart
 
Initial Public Offers and Due Diligence
Initial Public Offers and Due DiligenceInitial Public Offers and Due Diligence
Initial Public Offers and Due DiligenceProjects Kart
 
Influence of ADR on Underlying Stock Prices
Influence of ADR on Underlying Stock PricesInfluence of ADR on Underlying Stock Prices
Influence of ADR on Underlying Stock PricesProjects Kart
 
Impact of ERP on Organizational Functions in Retail Sector
Impact of ERP on Organizational Functions in Retail SectorImpact of ERP on Organizational Functions in Retail Sector
Impact of ERP on Organizational Functions in Retail SectorProjects Kart
 
The Impact of Creativity and Wow Factor in Advertising
The Impact of Creativity and Wow Factor in AdvertisingThe Impact of Creativity and Wow Factor in Advertising
The Impact of Creativity and Wow Factor in AdvertisingProjects Kart
 
Impact of Advertisements on Investors at HDFC Standard Life Insurance
Impact of Advertisements on Investors at HDFC Standard Life InsuranceImpact of Advertisements on Investors at HDFC Standard Life Insurance
Impact of Advertisements on Investors at HDFC Standard Life InsuranceProjects Kart
 
Impact of Advertising on Customers in Tata Motors
Impact of Advertising on Customers in Tata MotorsImpact of Advertising on Customers in Tata Motors
Impact of Advertising on Customers in Tata MotorsProjects Kart
 
Recruitment and Selection at Aviva Life Insurance
Recruitment and Selection at Aviva Life InsuranceRecruitment and Selection at Aviva Life Insurance
Recruitment and Selection at Aviva Life InsuranceProjects Kart
 
Financial Freedom through Reverse Mortgage
Financial Freedom through Reverse MortgageFinancial Freedom through Reverse Mortgage
Financial Freedom through Reverse MortgageProjects Kart
 
Financial Analysis on Recession Period at M&M Tractors
Financial Analysis on Recession Period at M&M TractorsFinancial Analysis on Recession Period at M&M Tractors
Financial Analysis on Recession Period at M&M TractorsProjects Kart
 
Effective Supply Chain Management as a Strategic Advantage
Effective Supply Chain Management as a Strategic AdvantageEffective Supply Chain Management as a Strategic Advantage
Effective Supply Chain Management as a Strategic AdvantageProjects Kart
 
Brand Awareness of Spencer's and Comparative Analysis with Big Bazaar
Brand Awareness of Spencer's and Comparative Analysis with Big BazaarBrand Awareness of Spencer's and Comparative Analysis with Big Bazaar
Brand Awareness of Spencer's and Comparative Analysis with Big BazaarProjects Kart
 

More from Projects Kart (20)

Organization Study at Saldana Coffee
Organization Study at Saldana CoffeeOrganization Study at Saldana Coffee
Organization Study at Saldana Coffee
 
Organization Study at Nirani Sugars
Organization Study at Nirani SugarsOrganization Study at Nirani Sugars
Organization Study at Nirani Sugars
 
Organization Study at Gem Sugars
Organization Study at Gem SugarsOrganization Study at Gem Sugars
Organization Study at Gem Sugars
 
Organization Study at Coffee Day
Organization Study at Coffee DayOrganization Study at Coffee Day
Organization Study at Coffee Day
 
A Study on Sugar Industry at Chamundeshwari Sugar
A Study on Sugar Industry at Chamundeshwari SugarA Study on Sugar Industry at Chamundeshwari Sugar
A Study on Sugar Industry at Chamundeshwari Sugar
 
Study on Inventory Management at Reid & Taylor (India) Ltd
Study on Inventory Management at Reid & Taylor (India) LtdStudy on Inventory Management at Reid & Taylor (India) Ltd
Study on Inventory Management at Reid & Taylor (India) Ltd
 
Study on Working Capital Management at PNB
Study on Working Capital Management at PNBStudy on Working Capital Management at PNB
Study on Working Capital Management at PNB
 
Study on Mutual Fund is the Better Investment Plan
Study on Mutual Fund is the Better Investment PlanStudy on Mutual Fund is the Better Investment Plan
Study on Mutual Fund is the Better Investment Plan
 
Study on Store Environment and Merchandising Mix at Big Bazaar
Study on Store Environment and Merchandising Mix at Big BazaarStudy on Store Environment and Merchandising Mix at Big Bazaar
Study on Store Environment and Merchandising Mix at Big Bazaar
 
Initial Public Offers and Due Diligence
Initial Public Offers and Due DiligenceInitial Public Offers and Due Diligence
Initial Public Offers and Due Diligence
 
Influence of ADR on Underlying Stock Prices
Influence of ADR on Underlying Stock PricesInfluence of ADR on Underlying Stock Prices
Influence of ADR on Underlying Stock Prices
 
Impact of ERP on Organizational Functions in Retail Sector
Impact of ERP on Organizational Functions in Retail SectorImpact of ERP on Organizational Functions in Retail Sector
Impact of ERP on Organizational Functions in Retail Sector
 
The Impact of Creativity and Wow Factor in Advertising
The Impact of Creativity and Wow Factor in AdvertisingThe Impact of Creativity and Wow Factor in Advertising
The Impact of Creativity and Wow Factor in Advertising
 
Impact of Advertisements on Investors at HDFC Standard Life Insurance
Impact of Advertisements on Investors at HDFC Standard Life InsuranceImpact of Advertisements on Investors at HDFC Standard Life Insurance
Impact of Advertisements on Investors at HDFC Standard Life Insurance
 
Impact of Advertising on Customers in Tata Motors
Impact of Advertising on Customers in Tata MotorsImpact of Advertising on Customers in Tata Motors
Impact of Advertising on Customers in Tata Motors
 
Recruitment and Selection at Aviva Life Insurance
Recruitment and Selection at Aviva Life InsuranceRecruitment and Selection at Aviva Life Insurance
Recruitment and Selection at Aviva Life Insurance
 
Financial Freedom through Reverse Mortgage
Financial Freedom through Reverse MortgageFinancial Freedom through Reverse Mortgage
Financial Freedom through Reverse Mortgage
 
Financial Analysis on Recession Period at M&M Tractors
Financial Analysis on Recession Period at M&M TractorsFinancial Analysis on Recession Period at M&M Tractors
Financial Analysis on Recession Period at M&M Tractors
 
Effective Supply Chain Management as a Strategic Advantage
Effective Supply Chain Management as a Strategic AdvantageEffective Supply Chain Management as a Strategic Advantage
Effective Supply Chain Management as a Strategic Advantage
 
Brand Awareness of Spencer's and Comparative Analysis with Big Bazaar
Brand Awareness of Spencer's and Comparative Analysis with Big BazaarBrand Awareness of Spencer's and Comparative Analysis with Big Bazaar
Brand Awareness of Spencer's and Comparative Analysis with Big Bazaar
 

Recently uploaded

Organizational Structure Running A Successful Business
Organizational Structure Running A Successful BusinessOrganizational Structure Running A Successful Business
Organizational Structure Running A Successful BusinessSeta Wicaksana
 
Call US-88OO1O2216 Call Girls In Mahipalpur Female Escort Service
Call US-88OO1O2216 Call Girls In Mahipalpur Female Escort ServiceCall US-88OO1O2216 Call Girls In Mahipalpur Female Escort Service
Call US-88OO1O2216 Call Girls In Mahipalpur Female Escort Servicecallgirls2057
 
Entrepreneurship lessons in Philippines
Entrepreneurship lessons in  PhilippinesEntrepreneurship lessons in  Philippines
Entrepreneurship lessons in PhilippinesDavidSamuel525586
 
Pitch Deck Teardown: Geodesic.Life's $500k Pre-seed deck
Pitch Deck Teardown: Geodesic.Life's $500k Pre-seed deckPitch Deck Teardown: Geodesic.Life's $500k Pre-seed deck
Pitch Deck Teardown: Geodesic.Life's $500k Pre-seed deckHajeJanKamps
 
TriStar Gold Corporate Presentation - April 2024
TriStar Gold Corporate Presentation - April 2024TriStar Gold Corporate Presentation - April 2024
TriStar Gold Corporate Presentation - April 2024Adnet Communications
 
20220816-EthicsGrade_Scorecard-JP_Morgan_Chase-Q2-63_57.pdf
20220816-EthicsGrade_Scorecard-JP_Morgan_Chase-Q2-63_57.pdf20220816-EthicsGrade_Scorecard-JP_Morgan_Chase-Q2-63_57.pdf
20220816-EthicsGrade_Scorecard-JP_Morgan_Chase-Q2-63_57.pdfChris Skinner
 
Memorándum de Entendimiento (MoU) entre Codelco y SQM
Memorándum de Entendimiento (MoU) entre Codelco y SQMMemorándum de Entendimiento (MoU) entre Codelco y SQM
Memorándum de Entendimiento (MoU) entre Codelco y SQMVoces Mineras
 
The McKinsey 7S Framework: A Holistic Approach to Harmonizing All Parts of th...
The McKinsey 7S Framework: A Holistic Approach to Harmonizing All Parts of th...The McKinsey 7S Framework: A Holistic Approach to Harmonizing All Parts of th...
The McKinsey 7S Framework: A Holistic Approach to Harmonizing All Parts of th...Operational Excellence Consulting
 
Appkodes Tinder Clone Script with Customisable Solutions.pptx
Appkodes Tinder Clone Script with Customisable Solutions.pptxAppkodes Tinder Clone Script with Customisable Solutions.pptx
Appkodes Tinder Clone Script with Customisable Solutions.pptxappkodes
 
20200128 Ethical by Design - Whitepaper.pdf
20200128 Ethical by Design - Whitepaper.pdf20200128 Ethical by Design - Whitepaper.pdf
20200128 Ethical by Design - Whitepaper.pdfChris Skinner
 
Innovation Conference 5th March 2024.pdf
Innovation Conference 5th March 2024.pdfInnovation Conference 5th March 2024.pdf
Innovation Conference 5th March 2024.pdfrichard876048
 
MAHA Global and IPR: Do Actions Speak Louder Than Words?
MAHA Global and IPR: Do Actions Speak Louder Than Words?MAHA Global and IPR: Do Actions Speak Louder Than Words?
MAHA Global and IPR: Do Actions Speak Louder Than Words?Olivia Kresic
 
Kenya Coconut Production Presentation by Dr. Lalith Perera
Kenya Coconut Production Presentation by Dr. Lalith PereraKenya Coconut Production Presentation by Dr. Lalith Perera
Kenya Coconut Production Presentation by Dr. Lalith Pereraictsugar
 
trending-flavors-and-ingredients-in-salty-snacks-us-2024_Redacted-V2.pdf
trending-flavors-and-ingredients-in-salty-snacks-us-2024_Redacted-V2.pdftrending-flavors-and-ingredients-in-salty-snacks-us-2024_Redacted-V2.pdf
trending-flavors-and-ingredients-in-salty-snacks-us-2024_Redacted-V2.pdfMintel Group
 
Church Building Grants To Assist With New Construction, Additions, And Restor...
Church Building Grants To Assist With New Construction, Additions, And Restor...Church Building Grants To Assist With New Construction, Additions, And Restor...
Church Building Grants To Assist With New Construction, Additions, And Restor...Americas Got Grants
 
business environment micro environment macro environment.pptx
business environment micro environment macro environment.pptxbusiness environment micro environment macro environment.pptx
business environment micro environment macro environment.pptxShruti Mittal
 
Fordham -How effective decision-making is within the IT department - Analysis...
Fordham -How effective decision-making is within the IT department - Analysis...Fordham -How effective decision-making is within the IT department - Analysis...
Fordham -How effective decision-making is within the IT department - Analysis...Peter Ward
 
Healthcare Feb. & Mar. Healthcare Newsletter
Healthcare Feb. & Mar. Healthcare NewsletterHealthcare Feb. & Mar. Healthcare Newsletter
Healthcare Feb. & Mar. Healthcare NewsletterJamesConcepcion7
 
APRIL2024_UKRAINE_xml_0000000000000 .pdf
APRIL2024_UKRAINE_xml_0000000000000 .pdfAPRIL2024_UKRAINE_xml_0000000000000 .pdf
APRIL2024_UKRAINE_xml_0000000000000 .pdfRbc Rbcua
 

Recently uploaded (20)

Organizational Structure Running A Successful Business
Organizational Structure Running A Successful BusinessOrganizational Structure Running A Successful Business
Organizational Structure Running A Successful Business
 
Call US-88OO1O2216 Call Girls In Mahipalpur Female Escort Service
Call US-88OO1O2216 Call Girls In Mahipalpur Female Escort ServiceCall US-88OO1O2216 Call Girls In Mahipalpur Female Escort Service
Call US-88OO1O2216 Call Girls In Mahipalpur Female Escort Service
 
Entrepreneurship lessons in Philippines
Entrepreneurship lessons in  PhilippinesEntrepreneurship lessons in  Philippines
Entrepreneurship lessons in Philippines
 
Pitch Deck Teardown: Geodesic.Life's $500k Pre-seed deck
Pitch Deck Teardown: Geodesic.Life's $500k Pre-seed deckPitch Deck Teardown: Geodesic.Life's $500k Pre-seed deck
Pitch Deck Teardown: Geodesic.Life's $500k Pre-seed deck
 
TriStar Gold Corporate Presentation - April 2024
TriStar Gold Corporate Presentation - April 2024TriStar Gold Corporate Presentation - April 2024
TriStar Gold Corporate Presentation - April 2024
 
20220816-EthicsGrade_Scorecard-JP_Morgan_Chase-Q2-63_57.pdf
20220816-EthicsGrade_Scorecard-JP_Morgan_Chase-Q2-63_57.pdf20220816-EthicsGrade_Scorecard-JP_Morgan_Chase-Q2-63_57.pdf
20220816-EthicsGrade_Scorecard-JP_Morgan_Chase-Q2-63_57.pdf
 
Memorándum de Entendimiento (MoU) entre Codelco y SQM
Memorándum de Entendimiento (MoU) entre Codelco y SQMMemorándum de Entendimiento (MoU) entre Codelco y SQM
Memorándum de Entendimiento (MoU) entre Codelco y SQM
 
The McKinsey 7S Framework: A Holistic Approach to Harmonizing All Parts of th...
The McKinsey 7S Framework: A Holistic Approach to Harmonizing All Parts of th...The McKinsey 7S Framework: A Holistic Approach to Harmonizing All Parts of th...
The McKinsey 7S Framework: A Holistic Approach to Harmonizing All Parts of th...
 
Appkodes Tinder Clone Script with Customisable Solutions.pptx
Appkodes Tinder Clone Script with Customisable Solutions.pptxAppkodes Tinder Clone Script with Customisable Solutions.pptx
Appkodes Tinder Clone Script with Customisable Solutions.pptx
 
The Bizz Quiz-E-Summit-E-Cell-IITPatna.pptx
The Bizz Quiz-E-Summit-E-Cell-IITPatna.pptxThe Bizz Quiz-E-Summit-E-Cell-IITPatna.pptx
The Bizz Quiz-E-Summit-E-Cell-IITPatna.pptx
 
20200128 Ethical by Design - Whitepaper.pdf
20200128 Ethical by Design - Whitepaper.pdf20200128 Ethical by Design - Whitepaper.pdf
20200128 Ethical by Design - Whitepaper.pdf
 
Innovation Conference 5th March 2024.pdf
Innovation Conference 5th March 2024.pdfInnovation Conference 5th March 2024.pdf
Innovation Conference 5th March 2024.pdf
 
MAHA Global and IPR: Do Actions Speak Louder Than Words?
MAHA Global and IPR: Do Actions Speak Louder Than Words?MAHA Global and IPR: Do Actions Speak Louder Than Words?
MAHA Global and IPR: Do Actions Speak Louder Than Words?
 
Kenya Coconut Production Presentation by Dr. Lalith Perera
Kenya Coconut Production Presentation by Dr. Lalith PereraKenya Coconut Production Presentation by Dr. Lalith Perera
Kenya Coconut Production Presentation by Dr. Lalith Perera
 
trending-flavors-and-ingredients-in-salty-snacks-us-2024_Redacted-V2.pdf
trending-flavors-and-ingredients-in-salty-snacks-us-2024_Redacted-V2.pdftrending-flavors-and-ingredients-in-salty-snacks-us-2024_Redacted-V2.pdf
trending-flavors-and-ingredients-in-salty-snacks-us-2024_Redacted-V2.pdf
 
Church Building Grants To Assist With New Construction, Additions, And Restor...
Church Building Grants To Assist With New Construction, Additions, And Restor...Church Building Grants To Assist With New Construction, Additions, And Restor...
Church Building Grants To Assist With New Construction, Additions, And Restor...
 
business environment micro environment macro environment.pptx
business environment micro environment macro environment.pptxbusiness environment micro environment macro environment.pptx
business environment micro environment macro environment.pptx
 
Fordham -How effective decision-making is within the IT department - Analysis...
Fordham -How effective decision-making is within the IT department - Analysis...Fordham -How effective decision-making is within the IT department - Analysis...
Fordham -How effective decision-making is within the IT department - Analysis...
 
Healthcare Feb. & Mar. Healthcare Newsletter
Healthcare Feb. & Mar. Healthcare NewsletterHealthcare Feb. & Mar. Healthcare Newsletter
Healthcare Feb. & Mar. Healthcare Newsletter
 
APRIL2024_UKRAINE_xml_0000000000000 .pdf
APRIL2024_UKRAINE_xml_0000000000000 .pdfAPRIL2024_UKRAINE_xml_0000000000000 .pdf
APRIL2024_UKRAINE_xml_0000000000000 .pdf
 

A project report on comparative analysis of marketing strategies of vodafone and airtel

  • 1. Projectsformba.blogspot.com A Project rePort on “BhArti Airtel GrouP” “ comPArAtive AnAlysis of mArKetinG strAteGies of vodAfone & Airtel ” suBmitted for the PArtiAl fulfillment of the requirement for the AwArd of deGree of “mAster of Business AdministrAtion ” suBmitted to :- suBmitted By:- jAiPur
  • 2. Projectsformba.blogspot.com ACKNOWLEDGEMENT I ………………. , sincerely thankful to all those people who have been giving me any kind of assistance in the making of this project report. I express my gratitude to ………………, who has through her vast experience and knowledge has been able to guide me, both ably and successfully towards the completion of the project. I express my gratitude to Sri Balaji College of Engineering & Technology, Jaipur I would hereby, make most of the opportunity by expressing my sincerest thanks to all my faculties whose teachings gave me conceptual understanding and clarity of comprehension, which ultimately made my job more easy. Credit also goes to all my friends whose encouragement kept me in good stead. Their continuous support has given me the strength and confidence to complete the project without any difficulty. Last of all but not the least I would like to acknowledge my gratitude to the respondents without whom this survey would have been incomplete. I am also thankful to authority of Airtel & Vodafone for providing me the information.
  • 3. Projectsformba.blogspot.com CONTENT 1. Acknowledgement 2. Contents 3. Declaration 4. objectives of the study 5. introduction of the topic • Telecom sector in India • Airtel • Vodafone • Background • Company profile of Airtel • The magic • Comparison between marketing strategy of Bharti Airtel and Vodafone 6. Research Methodology • Type of research methodology • Data collection method • Method of collection 7. Data Analysis and Interpretation 8. Swot analysis 9. Suggestion & Conclusion 10. Recommendations 11. Bibliography 12. Questionnaire
  • 4. Projectsformba.blogspot.com Declaration I, …………………….. being a student of MBA 2 nd yr. of Sri Balaji College of Engineering & Technology, Jaipur. (SBCET),. Hereby declares that the project report under title “Comparative Analysis of Marketing Strategies of Vodafone & Airtel.” Is my own work it is the analysis of the big scale sector of communication. This project involves the big scale services involved in telecommunication sector provided by Airtel and Vodafone to its customers. The survey was conducted so as to analyze the big scale sector prevailing in the current industry and the improvement that can be made upon it. All care has been taken to keep this report error free and I sincerely regret for any unintended discrepancies that might have crept into this report. I shall be highly obliged if errors (if any) be brought to my attention. Thank You
  • 5. Projectsformba.blogspot.com OBJECTIVE OF THE STUDY Every organization has to achieve its organization goals. For this it is very essential for an organization to know about the view of consumers and their competitive products. This survey research may be also aimed as to estimate potential buyer for the product. The objective of the study is as under:- 1. To identify the difference between market performance of Airtel industry and Vodafone. 2. To study the market of Airtel Industry and Vodafone on big scale telecommunication sector. 3. To compare various parameters of marketing strategies, manufacturing process, technology adopted production policy, advertising, collaboration, export scenario, future prospect for the two companies and government policies. 4. To study customer buying behavior and factors which influence the purchase decision process. 5. To know how the company has been successful in encountering the aggressive marketing strategies of competitors.
  • 6. Projectsformba.blogspot.com Telecom Sector In India Than 125 million telephones network is one of the largest communication networks in world, which continues to grow at a blistering pace. The rapid growth in the telecom sector can be attributed to the various pro-active and positive policy measures taken by the government as well as the dynamic and entrepreneurial spirit of the various telecom service providers both in private and public sector. The telecom sector has shown impressive growth during the past decade. Today, more Two striking features of this growth viz. increasing preference for mobile phones and higher contribution of private sector in the incremental growth have predominated the telecom sector. The share of mobile phones (including WLL mobile) has overtaken the share of landlines with 62% in the total number of phones. The private sector's contribution is also increasing rapidly. Currently more than 30 lakh phones are being added each month and it is targeted that by the end of 2010 the total number of phones may reach a level of 350 million taking the tele-density to more than 30% which is currently at 24.63%. Network Expansion: The total number of telephone subscribers has reached 281.62 million at the end of January 2010 as compared to 232.87 million in July 2009. The overall Teledensity has increased to 23.63% in January 2010 as compared to 21.20% in August 2009. Wireless Service: The wireless segment saw a surge of 78.77 million subscribers last month compared to 78.17 million in Mar. 2010. This pushed the total wireless subscribers base to 282.40 million by Apr. 31 2010.
  • 7. Projectsformba.blogspot.com Wire line Subscribers: The wire line segment subscriber base stood at 39.73 million with a decrease of 0.16 million at the end of Apr. 2010. Teledensity: The gross subscriber base reached 206.83 million at the end of March 2009. The Teledensity is 24.63%at the end of Apr. 2010 as compared to 18.31% at the end of March 2009, registering an increase of 6%. Increasing Role of Private Sector: The private sector has played a significant role in the growth of telecom sector. The share of private sector has risen to 85 per cent in December 2009 from 64.14 per cent in November 2008. Tariff Rebalancing Measures: There has been a dramatic fall in the tariffs due to increased competition. The minimum effective charges for local calls have fallen considerably in recent months especially for cellular service. The long distance domestic as well as international charges have also fallen considerably. Telecom Regulatory Authority of India (TRAI): TRAI was established under the Telecom Regulatory Authority of India Act, 1997 enacted on March 28,1997. The goals and objectives of TRAI are focused towards providing a regulatory framework that facilitates achievement of the objectives of New Technology Policy (NTP) 1999. TRAI has endeavored to encourage greater corporation in the telecom sector together with better quality and affordable prices.
  • 8. Projectsformba.blogspot.com AIRTEL Airtel is a brand of telecommunication services in India operated by Bharti Airtel. Airtel is the largest cellular service provider in India in terms of number of subscribers. Bharti Airtel owns the Airtel brand and provides the following services under the brand name Airtel: Mobile Services (using GSM Technology), Broadband & Telephone Services (Fixed line, Internet Connectivity(DSL) and Leased Line), Long Distance Services and Enterprise Services (Telecommunications Consulting for corporates). It has presence in all 23 circles of the country and covers 71% of the current population (as of FY07). Leading international telecommunication companies such as Vodafone and SingTel held partial stakes in Bharti Airtel.
  • 9. Projectsformba.blogspot.com VODAFONE ESSAR Vodafone Essar, previously Hutchison Essar is a cellular operator in India that covers 16 telecom circles in India Despite the official name being Vodafone Essar, its products are simply branded Vodafone. It offers both prepaid and postpaid GSM cellular phone coverage throughout India and is especially strong in the major metros. Vodafone Essar provides 2G services based on 900 MHz and 1800 MHz digital GSM technology, offering voice and data services in 16 of the country's 23 license areas. Vodafone Essar, previously Hutchison Essar is a cellular operator in India that covers 16 telecom circles in India . Despite the official name being Vodafone Essar, its products are simply branded Vodafone. It offers both prepaid and postpaid GSM cellular phone coverage throughout India and is especially strong in the major metros. Vodafone Essar provides 2G services based on 900 MHz and 1800 MHz digital GSM technology, offering voice and data services in 16 of the country's 23 license areas.
  • 11. Projectsformba.blogspot.com BACKGROUND The project is an extensive report on how the Airtel Company markets its strategies and how the company has been able in tackling the present tough competition and how it is scooping up by the allegations of the quality of its products. The report begins with the history of the products and the introduction of the Airtel Company. This report also contains the basic marketing strategies that are used by the Airtel Company of manufacturing process, technology, production policy, advertising, collaboration, export scenario, future prospect and government policies. The report includes some of the key salient features of market trend issues. In today’s world of cutthroat fierce competition, it is very essential to not only exist but also to excel in the market. Today’s market is enormously more complex. Hence forth, to survive in the market, the company not only needs to maximize its profit but also needs to satisfy its customers and should try to build upon from there.
  • 13. Projectsformba.blogspot.com Vision "As we spread wings to expand our capabilities and explore new horizons, the fundamental focus remains unchanged: seek out the best technology in the world and put it at the service of our ultimate user: our customer." These are the premise on which Bharti Enterprises has based its entire plan of action. Bharti Enterprises has been at the forefront of technology and has revolutionized telecommunications with its world-class products and services. Established in 1985, Bharti has been a pioneering force in the telecom sector. With many firsts and innovations to its credit, ranging from being the first mobile service in Jaipur, first private basic telephone service provider in the country, first Indian company to provide comprehensive telecom services outside India in Seychelles and first private sector service provider to launch National Long Distance Services in India. Bharti had approximately 3.21 million total customers – nearly 2.88 million mobile and 334,000 fixed line customers. Its services sector businesses include mobile operations in Andhra Pradesh, Chennai, Jaipur, Gujarat, Haryana, Himachal Pradesh, Karnataka, Kerala, Kolkata, Madhya Pradesh circle, Maharashtra circle, Mumbai, Punjab, Tamil Nadu and Uttar Pradesh (West) circle. In addition, it also has fixed-line operations in the states of Madhya Pradesh and Chhattisgarh, Haryana, Jaipur, Karnataka and Tamil Nadu and nationwide broadband and long distance networks. Bharti has recently launched national long distance services by offering data transmission services and voice transmission services for calls originating and terminating on most of India's mobile networks. The Company is also implementing a submarine cable project connecting Chennai-Singapore for providing international bandwidth. Bharti Enterprises also manufactures and exports telephone terminals and cordless phones. Apart from being the largest manufacturer of telephone instruments, it is also the first telecom company to export its products to the USA. Bharti Tele-Ventures' strategic objective is “to capitalize on the growth opportunities that the Company believes are available in the Indian telecommunications market and consolidate its
  • 14. Projectsformba.blogspot.com position to be the leading integrated telecommunications services provider in key markets in India, with a focus on providing mobile services”. The Company has developed the following strategies to achieve its strategic objective: • Focus on maximizing revenues and margins; • Capture maximum telecommunications revenue potential with minimum geographical coverage; • Offer multiple telecommunications services to provide customers with a "one-stop shop" solution; • Position itself to tap data transmission opportunities and offer advanced mobile data services; • Focus on satisfying and retaining customers by ensuring high level of customer satisfaction; • Leverage strengths of its strategic and financial partners; and • Emphasize on human resource development to achieve operational efficiencies.
  • 15. Projectsformba.blogspot.com Businesses Bharti Tele-Ventures current businesses include - • Mobile services • Fixed-line • National and international long distance services • VSAT, Internet services and network solutions • Broadband services with DSL and Wi-Fi network Competitive Strengths Bharti Tele-Ventures believes that the following elements will contribute to the Company's success as an integrated telecommunication services provider in India and will provide the Company with a solid foundation to execute its business strategy: • Nationwide Footprint - approximately 92% of India's total mobile subscribers resided in the Company's fifteen mobile circles. These 15 circles collectively accounted for approximately 56% of India's land mass; • Focus on telecommunications to enable the Company to better anticipate industry trends and capitalize on new telecommunications-related business opportunities. • The strong brand name recognition and a reputation for offering high quality service to its customers; • Quality management team with vision and proven execution skills; and • The Company's strong relationships with international strategic and financial investors such as SingTel, Warburg Pincus, International Finance Corporation, Asian Infrastructure Fund Group and New York Life Insurance.
  • 16. Projectsformba.blogspot.com Brand Architecture: Bharti is working on a complex three-layered branding architecture — to: •Create specific brands for each service, •Build sub-brands within each of these services and •Use Bharti as the mother brand providing the group its corporate identity as well as defining its goal to become a national builder of telecoms infrastructure.
  • 17. Projectsformba.blogspot.com BHARTI AIRTEL TOUCHTEL INDIA ONE (Cellular (Basic Service (National Long Operations) Operations) Distance) Airtel - The flagship brand for cellular operations all across the Indian country. Touchtel - The brand earmarked for basic service operations. India One - The brand for national long distance (NLD) telephony Though the costs of creating new brands are heavy but the group wants to create “distinct independent brands to address different customers and profiles”.
  • 18. Projectsformba.blogspot.com Brand Strategy: To understand the brand strategy, let’s first look at the brand building exercise associated with Airtel — a brand that had to be repositioned recently to address new needs in the market. When the brand was launched seven years ago, cellular telephony wasn’t a mass market by any means. For the average consumer, owning a cellular phone was expensive as tariff rates (at Rs 8 a minute) as well as instrument prices were steep — sometimes as much as buying a second-hand car. Bharti could have addressed the customer by rationally explaining to him the economic advantage of using a mobile phone. But Sachdev says that such a strategy would not have worked for the simple reason that the value from using the phone at the time was not commensurate with the cost. “Instead of the value-proposition model, we decided to address the sensory benefit it gave to the customer as the main selling tack. The idea was to become a badge value brand,” he explains. So the Airtel “leadership series” campaign was launched showing successful men with their laptops and in their deluxe cars using the mobile phone. In simple terms, it meant Airtel was positioned as an inspirational brand that was meant for leaders, for customers who stood out in a crowd. Did it work? Repeated surveys following the launch showed that there were three core benefits that were clearly associated with the brand — leadership, dynamism and performance. These were valuable qualities, but they only took Airtel far enough to establish its presence in the market. As tariffs started dropping, it became necessary for Airtel to appeal to a wider audience. And the various brand-tracking exercises showed that despite all these good things, there was no emotional dimension to the brand — it was perceived as cold, distant and efficient. Sachdev and his team realized that in a business in which customer relationships were the core this could be a major weakness. The reason with tariffs identical to competitor Vodafone telecomm and roughly the same level of service and schemes, it had now become important for Bharti to “humanize” Airtel and use that relationship as a major differentiation.
  • 19. Projectsformba.blogspot.com The brand had become something like Lufthansa — cold and efficient. What they needed was to become Singapore Airlines, efficient but also human. A change in tack was important because this was a time when the cellular market was changing. The leadership series was okay when you were wooing the crème de la crème of society. Once you reached them you had to expand the market so there was need to address to new customers. By that time, Bharti was already the leading cellular subscriber in Jaipur with a base of 3.77 lakh (it now has 1.8 million customers). And with tariffs becoming more affordable — as cell companies started cutting prices — it was time to expand the market. How could Bharti leverage this leadership position down the value chain? Surveys showed that the concept of leadership in the customer’s minds was also changing. Leadership did not mean directing subordinates to execute orders but to work along with a team to achieve common objectives — it was, again, a relationship game that needed to be reflected in the Airtel brand. Also, a survey showed that 50 per cent of the new customers choose a mobile phone brand mostly through word-of-mouth endorsements from friends, family or colleagues. Thus, existing customers were an important tool for market expansion and Bharti now focused on building closer relationships with them. That is precisely what the brand tried to achieve through its new positioning under the Airtel “Touch Tomorrow” brand campaign. This set of campaigns portrayed mobile users surrounded by caring family members. Says Sachdev: “The new campaign and positioning was designed to highlight the relationship angle and make the brand softer and more sensitive.” As it looks to expand its cellular services nationwide —to eight new circles apart from the seven in which it already operates — Bharti is now realizing that there are new compulsions to rework the Airtel brand, and a new exercise is being launched to this effect. Right now, the company is unwilling to discuss the new positioning in detail. But broadly, the focus is on positioning Airtel as a power brand with numerous regional sub-brands reflecting customer needs in various parts of the country.
  • 20. Projectsformba.blogspot.com If Airtel is becoming more humane and more sensitive as a brand, Bharti has also understood that one common brand for all cellular operations might not always work in urban markets that are now getting increasingly saturated. To bring in new customers, the company decided that it needed to segment the market. One such experiment, launched last year, is Youtopia, a brand aimed at the youth in the 14 to 19 age bracket and for those who are “young at heart”. With its earlier positioning, Airtel was perceived as a brand for the well-heeled older customer; there was nothing for younger people. With Youtopia, Airtel hoped to reverse that. In order to deliver the concept, Airtel offered rock bottom tariff rates (25 paise for 30 seconds) at night to Youtopia customers — a time when they make the maximum number of calls. It also set up merchandising exercises around the scheme — like a special portal for young people to buy things or bid for goods. The company is now looking at offering other services at affordable prices to this segment which include music downloads on the mobile and bundling SMS rates with normal calls to make it cheaper for young people to use. The other experiment that Bharti has worked on is to go in for product segmentation through the Tango brand name. The brand was created to offer mobile users Internet-interface services or what is known as WAP (Wireless Application Protocol). The idea was to bring Internet and mobile in perfect harmony. “The name was chosen from the popular movie title It Takes Two to Tango: basically, you need the two services to tango to offer customers a new choice”, says Sachdev. This, however, had less to do with the branding exercise as with inefficiency of service (accusingly slow download speeds) and the limited utility of WAP services. Subsequently, the ads were withdrawn, but the company re-iterated that the branding exercise could be revived because Tango will be the brand to offer GPRS services — or permanent Internet connectivity on the mobile phone — which Airtel is expected to launch soon.
  • 21. Projectsformba.blogspot.com The Magic Perhaps the more ambitious experiment has been with Magic — the pre-paid card. The idea was to make the brand affordable, accessible and, most importantly, feasible as a means of expanding the market even faster. PHASE I – Magic was aimed at bringing in infrequent users of a mobile phone into the market and assure him that he would have to pay only if he made a call. Such a customer used the phone sparingly — mostly for emergencies — and was not willing to pick up a normal mobile connection with its relatively high rentals (pre-paid cards do not include rental charges). To achieve its objectives Bharti did three things. • One, the product was made available at prices ranging from Rs 300 to Rs 3,000 with no strings attached and was simple to operate. • Two, the product was made accessible and distributed through small stores, telephone booths and even kirana shops so that the offering was well within arms reach. • Third, to make the product more “approachable” to the customer, the company came with vernacular ad campaigns Like “Magic Daalo Say Hello” which appealed to local sensibilities.
  • 22. Projectsformba.blogspot.com This apart, the company roped in Karisma Kapoor and Shah Rukh Khan for a major ad campaign all across Jaipur, a ruse that saw the number of subscribers go up from 5.47 lakh to 1.2 million todasy, overtaking Essar’s branded pre-paid card Speed, which was launched much ahead of Magic. The company is now re-working its Magic strategy even further. Earlier, the branding strategy was aimed at roping in only interested customers — that is, customers who were already inclined to opt for mobile services. But now, with basic service providers having been allowed limited mobility at far cheaper rates, mobile service providers could find themselves under threat again. That is why the new exercise is aimed at co-opting non-adopters. While the exact strategy is under wraps, insiders say the new branding strategy would be aimed at offering them value which they had not perceived would be available from using a pre-paid card.
  • 23. Projectsformba.blogspot.com PHASE II - Bharti used Airtel Magic to build a strong value proposition and accelerate market expansion through India’s first national pre-paid card TV brand campaign • First time ever in India - any pre-paid card brand goes on TV • A combination of the film genre exposed through the TV medium designed to connect with the masses of India • Youth based - romance driven strategy platform makes the value proposition of Airtel Magic - ‘Mumkin Hai’ come alive • All elements - user imagery, context, tone & language created to connect the category to the lives of the SEC B & SEC C segment – the middle class non-mobile user. • Airtel Magic positions itself on the platform of being excellent for emergency situations - increasing productivity as a part of everyday life. • Sharukh Khan makes ‘everything in life possible’ while romancing pretty Kareena Kapoor with Airtel Magic, India’s leading pre-paid mobile card. Airtel today unveiled its strategy for market expansion with the launch of its new Airtel Magic pre-paid card brand campaign – ‘Magic hai to Mumkin hai’. The strategy is targeted at the non- user segment defined as young adults, 15-30 years of age; in the Sec B & C segment is aimed at accelerating market expansion. The value proposition is centered around a person’s desire to make all his / her dreams, ambitions & aspirations instantly possible. The new campaign for Airtel Magic is all about empowering millions of Indians to be on top of their lives. The brand is positioned to be relevant to the mass-market who want to make all their dreams, hopes & desires come alive… instantly. (At just Rs.300/- per month Airtel Magic is so easy to buy.) Improving productivity, letting you befriend the world and opening up new horizons. It gives you the freedom to control your life in a way never possible before. Indeed, anything that you think is possible is possible with Airtel Magic. The new brand slogan ‘Magic hai to Mumkin hai’ has been specially created to capture this effectively.
  • 24. Projectsformba.blogspot.com This strategy is designed to help us talk to this segment directly in the tone, manner & language of the masses. The “Mumkin hai” value proposition will help us expand the market and gain a higher percentage of market shares in the process. The brand ambassadors Shahrukh Khan and Kareena Kapoor embody this ‘can do’ or “Mumkin Hai” spirit (infact that is the reason they were selected as brand ambassadors). Sharukh rose from a TV actor to become India’s top film star and national heartthrob. Kareena’s success is due to her ‘attitude’, talent, hard work and the sheer ability to make a mark in such a short time. Both these stars have said ‘Mumkin hai’ and made it happen for themselves. The genre of this new strategy & campaign is Hindi cinema led. This genre connects millions across India. The spirit of romance, dancing… the Indian cinema, well known to most as Bollywood, holds millions of Indians together as one. The new TV campaign of Airtel Magic crafted in the Hindi film idiom, magnifies the empowering optimism of “Mumkin Hai”, in the endearing situation of a boy-girl romance. Where Sharukh Khan, sets his eyes on Kareena Kapoor and wins her love with the help of Airtel Magic. (Poignantly conveying that special feeling we all get when a dream is made possible and a victory of the heart is won). The strategy & new brand campaign is targeted at the large untapped base of intending mobile customers from Sec A, B & C. The estimated addressable market of such customers in the next two years is around 25 million in Airtel’s 16 states. The new strategy aims at correcting the perception that the mobile category is useful mainly for ‘business’ or ‘work’ related scenarios. The new strategy, brand positioning & brand slogan is an outcome of an extensive nationwide research and is an integral part of Airtel Magic’s new multi-media campaign. The campaign has been created by Percept Advertising.
  • 25. Projectsformba.blogspot.com PHASE III - Bharti used Airtel Magic to build a strong value proposition and accelerate market expansion through India’s first national pre-paid card TV brand campaign • First time ever in India - any pre-paid card brand gives such freedom to recharge any value • A combination of the film genre exposed through the TV medium designed to connect with the masses of India • Youth based - romance driven strategy platform makes the value proposition of Airtel Magic - ‘Aisi azaadi aur kahan?” come alive • Sharukh Khan Makes ‘everything in life possible’ Airtel today unveiled its strategy for market expansion with the launch of its new Airtel Magic pre-paid card brand campaign – ‘Magic Hai to Mumkin Hai’. . The value proposition is centered on a person’s desire to make all his / her dreams, ambitions & aspirations instantly possible. The new campaign for Airtel Magic is all about empowering millions of Indians to be on top of their lives. The brand is positioned to be relevant to the mass-market who want to make all their dreams, hopes & desires come alive… instantly .At a amount of your choice you can recharge your account with available validity time .Improving productivity, letting you befriend the world and opening up new horizons. It gives you the freedom to control your life in a way never possible before. Indeed, anything that you think is possible is possible with Airtel Magic. The new brand slogan ‘Aisi azadi aur kahan’ has been specially created to capture this effectively.
  • 26. Projectsformba.blogspot.com Other Brand Building Initiatives:- The main idea is to stay ahead of competition for at least six months. Working on the above game plan Bharti is constantly coming up with newer product offerings for the customers. The focus, of course, is to offer better quality of service. • To make the service simpler for customers using roaming facilities, Airtel has devised common numbers for subscribers across the country for services like customer care, food services and cinema amongst others. • It will also launch a unified billing system across circles so, customers moving from one place to another do not have to close and then again open new accounts at another place. • To assist customer care personnel to deal with subscriber queries, a storehouse of 40,000 frequently asked questions and their answers have been stored on the computers. • Bharti expects that most of its new customers (one estimate is that it would be 60 to 70 per cent of the total new subscriber base) would come from the pre-paid card segment. So, they must be given value-added products and services which competitors don’t provide. • Bharti, for the first time for a cellular operator, has decided to offer roaming services even to its pre-paid customers, but the facility would be limited to the region in which they buy the card. To ensure that customers don’t migrate to other competing services (which is known as churn and ranges from 10 to 15 per cent of the customer base every month), the company is also working on a loyalty program. This will offer subscribers tangible cash benefits depending upon their usage of the phone. • The loyalty program will not be only for a ‘badge value’, it will provide real benefits to customers. The idea is to create an Airtel community. • Another key area which Bharti is concentrating its attention upon is a new roaming service launched in Jaipur under which calls of a roaming subscriber who is visiting the city will be routed directly to his mobile instead of traveling via his home network.
  • 27. Projectsformba.blogspot.com • The company also offers multi-media messaging systems under which customers having a specialized phone with a in-built camera can take pictures and e-mail it to friends or store it in the phone. The cost per picture is between Rs 5 to Rs 7. • Bharti is also aware that it has to make owning a ready-to-use cellular service much easier than it is today. A key area is to increase the number of activation centers. Earlier Bharti had 250 Airtel Connect stores which were exclusive outlets (for its services) and about 250 Airtel Points which were kiosks in larger shops. Now activation can be done by all of them, and not only by Connect outlets, all within 15 to 20 minutes. In comparison, the competition takes two to four hours. • Pre- paid cards are really catching up with the mobile phone users and it is actually helping the market to increase. First, they are easier to obtain and convenient to use. Unlike post-paid, one need not pay security deposits for picking up a pre-paid card. It is often available even with paanwalas. As befits a fast-moving consumer service, the game is now moving beyond price to expanding distribution reach and servicing a well-spread-out clientele with technology and strategic alliances. Bharti is focusing on two factors to make pre-paid cards more attractive. Keeping the entry cost low for consumers and making recharging more convenience. • Bharti is in the process of launching a new system in alliance with Mumbai-based Company Venture InfoTech which will enable a pre-paid card user to renew his subscription by just swiping a card. The system will not only save users the hassle of going out and buying a card every time it expires but also enable mobile companies to reduce the cost of printing and distributing cards. • Bharti Televentures has tied up with 'Waiter on wheels,' a company delivering food at home, to reach its Magic pre-paid cards to subscribers' doorsteps. The company is also joining hands with local grocery shops which will enable users to recharge their cards by just making a phone call to the shop. Apart from improving the convenience of recharging, mobile operators are beefing up their distribution channels. The company is constantly innovating to enhance the value proposition for its pre-paid service. They are leveraging technology to expand their distribution network and deliver round-the-clock recharge options to its MOTS (Mobile on the Spot) subscribers. • Bharti Cellular has also launched a special service, CareTouch, for high-value, corporate customers, providing them with instant, single-point access for any assistance they require. Customers can dial 777 and enjoy a slew of services, which includes easier payment of bills, service on priority basis, and value-added services without any additional paper work. Bharti
  • 28. Projectsformba.blogspot.com Cellular is offering a range of services without going through an interactive voice recorder ensuring that they save time. Dedicated ‘CareTouch’ executives are expected to assist customers with any service on priority basis. Besides the regular proactive reminder calls for bill payment, customers can also call CareTouch for bill payments at free of cost. • Airtel presented MTV Inbox; the first ‘on-air’ SMS based interactive music dedication show exclusively for Airtel and Airtel Magic customers. Highly interactive VJ based show with real-time feedback mechanism. Both brands joined hands to target the high growth youth segment.
  • 29. Projectsformba.blogspot.com Bharti’s View on its Branding strategy:- First, brand building efforts in today’s context have to be seen in a more holistic manner. Delivering value on a sustained basis is perhaps the most potent key to build a brand that lasts. Unflinching orientation to customer needs is the second key success factor. Customers (be it for industrial products or consumer goods and services) across the world are more informed and, at the same time, becoming more individualistic in their needs and far more demanding with the passage of time. Pro-active tracking of shifts in consumer behavior, anticipating redefined or emerging customer needs, and then reacting in “real-time” are essential to attract and retain customer loyalty — a key element of creating brand equity in the present situation. Customizing the product (and communication of its benefit) to meet the specific needs of various consumer/customer sub-segments is the third element in creating brand appreciation. As far as allocation of time and financial resources are concerned, too many companies mistakenly allocate a disproportionate amount on mere advertising and promotion. This is not to say that advertising and promotion are less relevant. On the contrary, with more choices and higher media clutter, businesses need to budget for an increasingly higher spend on their brand promotion but this has to be undertaken in tandem with enterprise-wide “reengineering” of the business philosophy and core design, production, and delivery operations for the product itself. The positive spin to this argument is that by first addressing the fundamentals, the enterprise itself becomes more competitive. This can be the beginning of a virtuous cycle wherein brand equity continues to increase as the enterprise sustains delivery of an appropriate product or service at an ever increasing value. It is, however, crucial to note that in the years to come, not only will the cost of building a regional or a national (or an international) brand will continue to rise but also the time taken to do so will be longer and will need sustained and focused efforts.
  • 30. Projectsformba.blogspot.com Comparison of marketing strategies between Bharti Airtel and Vodafone.
  • 31. Projectsformba.blogspot.com Purpose of comparison • The sub main purpose of this report is to compare the marketing Strategies adopted by Bharti Airtel and its rival Vodafone • The comparison shows how both of the companies have been challenging each other to gain market shares. Why comparison with vodafone  Bharti Airtel is the leader in telecommunication sector.  Bharti Airtel holds the lion share of market of communication sector.  However, Vodafone has been giving tough competition to Bharti Airtel.  Vodafone is the second largest player and share holder in Communication sector.  Since its launch Vodafone has been adopting aggressive marketing strategies.
  • 32. Projectsformba.blogspot.com  The comparison shows how Hutchison Essar Telecom. Captured 22% market share in one month of its first launch of postpaid subscription in 2002.AD.  With a different technology Vodafone creates its own market.  Vodafone odafone. Today deals in every business of communication sector.  Vodafone making and changing the strategies to capture the market shares
  • 33. Projectsformba.blogspot.com Brand positioning by Bharti Airtel Market segmentation  Geographical segment (metropolitans & cities India)  Demographic segment - middle income groups  People age group of 20 to 28 year Target marketing  People who living in cities and towns.  Poor or middle income group people.  Youngsters in big cities.  Businessmen
  • 34. Projectsformba.blogspot.com Positioning  Creating brands (Sharukh khan & Sachin Tendulker)  Ads and promotions  Promotion for study of poor childrens.
  • 35. Projectsformba.blogspot.com Marketing mix  Price: low price strategy  Place: maximum outlets and service centers  Product: verities available for various groups  Promotion: various schemes for pre-paid and post-paid
  • 37. Projectsformba.blogspot.com Vodafone target the rural India The main targeted customers of Vodafone are from rural India. By offering cheap and light mobile sets Vodafone attracts most of the customers of small villages and towns. Offering cheap handsets Vodafone offers cheap and free connections to all customers. The cost for these sets was Rs-799-849-1099set and onward. Free support and services In every district and big towns Vodafone opens its service centers to provide better support and services. Strong logistics and supply chain Vodafone has a strong logistic and supply all over India. In every small town the potential customers can easily purchase the Vodafone SIM & Sets. Targeting youngsters in metropolitans Vodafone attracts youngsters by offering colorful handset at very low prices.
  • 39. Projectsformba.blogspot.com Market segmentation  Geographical segment (rural India)  Demographic segment - middle income groups Target marketing  People living in small towns and villages.  Poor and middle income groups.  Youngsters in big cities.  Businessmen Positioning  Creating brands  Ads and promotions Marketing mix  Price : low price strategy  Place : maximum outlets and service centers  Product : verities available for various groups  Promotion: various schemes for pre-paid and post-paid
  • 40. Projectsformba.blogspot.com Services provided by Bharti Airtel • Mobile services with GSM technology • Fixed-line connections • National and international long distance services • VSAT, Internet services and network solutions • Broadband services Services provided by Vodafone. ●mobile services with GSM technology ●fixed-line telephone services ●Universal Internetworking ●VoIP (Voice over Internet Protocol) ●Interactive Television ●Visual Communication ●Broadband Portal ●Telecommuting
  • 41. Projectsformba.blogspot.com RESEARCH METHODOLOGY Achieving accuracy in any research requires a deep study regarding the subject. The prime objective of the project is to compare Airtel with the existing competitor (Vodafone) in the market and the impact of WLL on Airtel. The research methodology adopted is basically based on primary data via which the most recent and accurate piece of first hand information could be collected. Secondary data has been used to support primary data wherever needed. Primary data was collected using the following techniques Questionnaire Method Direct Interview Method and Observation Method The main tool used was, the questionnaire method. Further direct interview method, where a face- to-face formal interview was taken. Lastly observation method has been continuous with the questionnaire method, as one continuously observes the surrounding environment he works in.
  • 42. Projectsformba.blogspot.com Type of Research Methodology EXPLORATORY: TYPE OF RESEARCH CARRIED OUT WAS EXPLORATORY IN NATURE; THE OBJECTIVE OF SUCH RESEARCH IS TO DETERMINE THE APPROXIMATE AREA WHERE THE DRAWBACK OF THE COMPANY LIES AND ALSO TO IDENTIFY THE COURSE OF ACTION TO SOLVE IT. FOR THIS PURPOSE THE INFORMATION PROVED USEFUL FOR GIVING RIGHT SUGGESTION TO THE COMPANY.
  • 43. Projectsformba.blogspot.com DATA COLLECTION METHOD THERE TWO TYPE OF METHOD OF DATA COLLECTION. COLLECTION. • PRIMARY DATA • SECONDARY DATA Primary data was collected using the following techniques Questionnaire Method Direct Interview Method and Observation Method The main tool used was, the questionnaire method. Further direct interview method, where a face- to-face formal interview was taken. Lastly observation method has been continuous with the questionnaire method, as one continuously observes the surrounding environment he works in. DATA USED FOR THE RESEARCH WORK WAS PRIMARY IN NATURE. PRIMARY DATA: DATA: PRIMARY DATA IS THAT WHICH IS THE COLLECTED FOR THE FIST TIME AND THUS HAPPEN TO BE ORIGINATED IN CHARACTER. QUESTIONNAIRE SURVEY: IN THE STUDIES A QUESTIONNAIRE IS PREPARED. THE QUESTIONNAIRE CONSISTS OF 15 QUESTIONS. SECONDARY DATA: DATA:
  • 44. Projectsformba.blogspot.com SECONDARY DATA REFER TO THE DATA THAT HAS BEEN ALREADY COLLECTED .THE SECONDARY DATA, WHICH HAS BEEN USED TO CARRY OUT THIS STUDY, ARE AS FOLLOW: • BOOKS, JOURNALS, MAGAZINES, NEWSPAPERS • INDUSTRY REPORTS • COMPANY’S INTERNET SITE • SOMEOTHER RELEVANT STUDY MATERIAL AND WEBSITES.. SAMPLE UNIT: - JAIPUR & NCR. UNIT: THE RESEARCH PROCESS WAS DONE BY INTERACTING WITH NUMBER OF CUSTOMERS DURING THE ACTIVITIES PERFORMED, WHICH INCLUDED, MARKETS, COLD CALLING, CANOPIES, ETC. SAMPLE DESIGN CONSISTS OF RANDOM SAMPLING. SAMPLE SIZE: - 50 PEOPLE SIZE:
  • 45. Projectsformba.blogspot.com METHOD OF COLLECTION: - FIELD PROCEDURE FOR GATHERING PRIMARY DATA INCLUDED OBSERVATION AND INTERVIEW SCHEDULE IN WHICH THE QUESTIONNAIRES WERE FILED BY THE INTERVIEWER. PERSONAL INTERVIEWS THROUGH SELF ADMINISTERED SURVEY WAS DONE TO COLLECT THE DATA, MARKET RESEARCH WAS UNDERTAKEN, THAT WAS ACCOMPLISHED BY PERFORMING VARIOUS ACTIVITIES DESIGNED. RESEARCH INSTRUMENT: INSTRUMENT: QUESTIONNAIRE THE QUESTIONNAIRE WAS FORMULATED BY KEEP IN MIND THE FOLLOWING POINTS: - POINTS: • GIVING THE RESPONDENTS. CLEAR COMPREHENSION OF THE QUESTION. • INDUCING THE RESPONDENTS TO CO-OPERATE. • GIVING INSTRUCTIONS AS TO WHAT IS NEEDED. • IDENTIFYING THE NEEDS TO BE KNOWN.
  • 46. Projectsformba.blogspot.com Scope of the study • To conduct this research the target population was the mobile users, Who are using GSM technology. • Targeted geographic area of Jaipur/ NCR. Sample size of 50 persons was taken. • To these 50 people a questionnaire was given, the questionnaire was a combination of both open ended and closed ended questions. • The date during which questionnaires were filled. • Some dealers were also interviewed to know their prospective. Interviews with the managers of GSM service providers were also conducted. • Finally the collected data and information was analyzed and compiled to arrive at the conclusion and recommendations given. Sources of secondary data Used to obtain information on, Bharti’s history, current issues, policies, procedures etc, wherever required. • Internet • Magazines • Newspapers • Journals • Bharti Circulars Store • Bharti News Letters • Vodafone Store • Vodafone Ministore
  • 48. Projectsformba.blogspot.com Subscriber numbers in (mn) held by Vodafone and Airtel June-05 Sep-06 Dec-07 Mar-08 Dec-08 Mar-09 Airtel 3.19 4.62 5.50 6.54 10.98 14.07 Vodafone 1.82 4.19 6.24 7.26 10.45 12.99 Source TRAI: 18 16 14 12 10 Airtel 8 Vodafone 6 4 2 0 Dec-06 Jun-05 Dec-05 Jun-06 Jun-07 Dec-07 Jun-08 Dec-08 Jun-09 Dec-09 Jun-10 MARKET PLAYERS IN TELE COMMUNICATION
  • 49. Projectsformba.blogspot.com Operator Market share Market share Aug''05 June''10 Bharti Airtel 19.06 22.49 Vodafone 21.81 16.96 Vodafonecomm 17.03 16.01 Idea Cellular 10.45 8.49 25 20 15 Bharti Airtel vodafone 10 Reliance infocomm Idea Cellular 5 0 Market share Aug''05 Market share June''10
  • 50. Projectsformba.blogspot.com FINDINGS AND ANALYSIS Age Group Graph As we can see from the above graph, the people who are in the age group of 21-28 years are the ones who are the maximum users of mobile phones. This segment is the one which gives maximum business to the mobile operators. This segment constitutes the young executives and other office going people. They are 65% of the total people who were interviewed. The next age group are the people who are 28-35 years old. They are 20% of the total. They are those who are at home or have small business units etc. And the next age group is the youngest generation who are 15-21
  • 51. Projectsformba.blogspot.com years old. They are school and college going students and carry mobile phones to flaunt. They are 15% of the total interviewed people. Occupation Graph OCCUPATION 10% 15% 20% 55% STUDENTS EXECUTIVES HOUSEHOLDS OTHERS As the above graph shows that 55% of the total people interviewed are working. So, these people are the ones who are the maximum users of mobile phones. They are the young executives, managers, Tele - callers etc. who require mobile for their official purposes. The next category is the households, who are either housewife, small units which operate from their homes etc. They are 20% of the whole. The next segment is the students. They are 15% of the whole. And 10% of the whole is categories who are the professionals.
  • 52. Projectsformba.blogspot.com Service Provider Graph These are the total market share of mobile user or people captured by the mobile provider company. There two major company in mobile phone service sector Vodafone and Airtel who respectively hold the market share with other company as 17% and 20% of total market user segment of mobile customer.
  • 53. Projectsformba.blogspot.com Customer Service At Airtel Graph CUSTOMER SATISFACTION LEVEL 10% 20% 10% 60% FULLY PARTIALLY DISSATISFIED FULLY DISSATISFIED As the above graph clearly shows that customer services at Airtel seems poor. 60% of the people are dissatisfied with the customer services provided by Airtel. They are the ones who have the maximum share in the market but they are lagging behind in the customer services. 10% of the people were fully dissatisfied with the customer services of Airtel. This could leave an impact on the mind of the consumer. He can even switch over his brand. 20% of the people seemed partially satisfied with the customer services and only 10% seem to be fully satisfied with Airtel’s customer services, which is a very small amount.
  • 54. Projectsformba.blogspot.com Type Of Card Graph Cash cards seemed quite popular among the people interviewed. 85% of the total mobile users were having cash card connections. This means that the cash cards should be easily and readily available in the local markets. Airtel should make sure that Magic is available in each and every nook and corner of the market. 15% of the people were having sim connections which is the regular bill.
  • 55. Projectsformba.blogspot.com Monthly expense graph People on an average spend RS 500 per month as their mobile phone expense. 64% people spend Monthly Expense 12% 24% Rs 600 Rs 450 Rs 200 64% this amount. 24% people spend RS 300 per month as their monthly mobile expense. And the remaining 12% had an expense more than RS 1000, they could the ones having sim connections or having cash cards and having a lot of business calls on their mobiles.
  • 56. Projectsformba.blogspot.com Awareness About WLL Graph WLL seemed to be a new word for many of the people. 45% of the people were not at all aware of such a technology. So, in order to get the answer for this question they were first explained the concept. Only, 55% people knew what WLL is all about.
  • 57. Projectsformba.blogspot.com Awareness of WLL Players Graph 80% 70% 60% 50% Vodafone 40% Airtel 30% 20% 10% 0% Vodafone was the brand which was popular amongst the interviewed people. As Vodafone had done so much advertising and has it banners and hoarding spread all over Jaipur. So, this could be one the reasons of its popularity. Tata was hardly a known brand in this new field. Possibly, because of less promotions done by them as compared to Vodafone. On the basis of analysis of the questionnaire I have found that the maximum no. of people who use mobile phones is in the age group of 20 to 28. Who are the young executives and other office goers? They spend a maximum of RS 500 as their mobile expense. There is more no. of prepared cards than post paid cards. The mobile users want to spend money side by side than to spend money at the end of the month on a big bill. Now when I compared Airtel with its competitor from the point of view of the consumer I found that on the basis of Tariff plan, value added services and billing accuracy Airtel is at par or ahead
  • 58. Projectsformba.blogspot.com of its competitor but in the case of customer care and availability they lag behind there competitors. As, Airtel has a hold in the market because it has the maximum no. of connections, so it must improve upon it customer services. As far as WLL is concerned people are aware about it but not many people are aware about Tata. They only know more about Vodafone. People at this point of time are not interested to switch over from GSM to WLL
  • 60. Projectsformba.blogspot.com Which Brand you, prefer most?  Airtel  Vodafone  Reliance  TATA  Idea
  • 61. Projectsformba.blogspot.com How long you have been using this Product?  0-2 Years  2-5 Years  5-10 Years  More than 10 years Consumers response shown in chart for usage
  • 62. Projectsformba.blogspot.com Are you using other product with Airtel?  Yes  No 33% YES NO 67% Here are the customer responses about the use of the Airtel product and other product rather than Airtel. in this segment of survey 67 % of customer are aspire with Airtel and 33 % shown interest in other telecom products in urban areas.
  • 63. Projectsformba.blogspot.com Do you collect any information search before making purchase? 70% 66% 60% 50% 40% 34% information 30% search 20% 10% 0% YES NO
  • 64. Projectsformba.blogspot.com SWOT ANALYSIS Strengths • Being one of the largest companies in India the company has achieved a degree of focus in its core business of its products. • It has a strong brand name, superior quality products and an enviable distribution network. • It has a clear and well-defined organization structure and limits of financial authority. • Increase in advertisement spends affect the company’s margins. • The company‘s bottom line falls victim to the bloated and highly paid workforce, which affects its margins. Weakness: • Little efforts over the Advertising of products. • Distribution channel is not accurately categorized. • Premium priced products, hence can’t compete in low price segment. • No separate strategy for rural market. Opportunities: • The company's financial performance can receive a major boost from its cost reduction efforts. • There is a lot of scope of product and market diversification. • Exports of products will also have huge chances in the coming years. • Airtel’s business has ample scope for gaining market share from the unorganized sector. Rural penetration too holds vast potential to bring about growth.
  • 65. Projectsformba.blogspot.com Threats • The slowdown in the economy has restricted topline growth of most FMCG majors and for Airtel also it will be difficult to maintain historical growth rates in such a depressed scenario. • Company’s major raw materials are influenced by government policies / controls as well as vagaries of the monsoons. Fluctuations in the prices of raw materials would have significant impact on costs and margins of the company. Moreover, inordinate hike in Broad Band Internet products would also increases company’s production and distribution cost.
  • 66. Projectsformba.blogspot.com LIMITATIONS No project is without limitations and it becomes essential to figure out the various constraints that we underwent during the study. The following points in this direction would add to our total deliberations:- 1. During the study, on many occasions the respondent groups gave us a cold shoulder. 2. The respondents from whom primary data was gathered any times displayed complete ignorance about the complete branded range, which was being studied. 3. Lack of time is the basic limitation in the project. 4. Some retailers/whole sellers refuse to cooperate with the queries. 5. Some retailers/wholesalers gave biased or incomplete information regarding the study. 6. Money played a vital factor in the whole project duration. 7. Lack of proper information and experience due to short period of time. 8. Some retailers did not answer all the questions or do not have time to answer.
  • 67. Projectsformba.blogspot.com SUGGESTIONS Following are the few suggestions to AIRTEL for improving the market share and image of the products concerned. 1. PRODUCT *Modification must be brought about in AIRTEL, in terms of quality. Its demand should be increased. 2. PLACE * The brands must be made available easily in, PCO & general stores. 3. PROMOTION *Company must undertake extensive promotional activities like advertisements must be released in different Medias to create brand awareness. *Free samples should be distributed among the prospects. Sales promotion tools like gifts, contests and coupons must be given to retailers as well as customers and prospects. * Catalogues should be distributed among customers. 4. PRICE * Price should be as competitive as other company maintains * Distribution of new connection should be in reach of customer pocket
  • 68. Projectsformba.blogspot.com CONCLUSION After analyzing the findings of the research, I can conclude that Airtel lagged behind its competitors as far as customer service and availability is concerned. The maximum no. of people who use the mobile is in the age group of 20 to 28. Cash cards are the most popular type of mobile connections, as they are consumer friendly and recharging the connection is not a problem. Maximum no. of people spends RS 500 on their connections. As Airtel is the only company having the maximum no of mobile connections so it must seriously look into the loop holes of the existing customer service department. As we know that now Airtel has already launched its product with logo “’ Aisi azaadi aur kahan”’ has already became popular in market. So we can say that in spite of so many competitors in the market Airtel is having a good position just because every time, it tries its best to understand the need of its important customers. From the comparison and deep analysis of every aspect of business of both the companies we can conclude that bharti Airtel has to more work in every field of communication business. It is the time not only to survive but to sustain in the market for a long time. For this Airtel has to work on its all marketing strategies, marketing, promotion, brand image.etc. Airtel has to take Vodafone. Very seriously and update its own strategies from time to time and when the need arises. With aggressive marketing strategies Airtel has to target rural India as 70% of population of India lives in these areas. The other segment may be costumers of all age groups.
  • 69. Projectsformba.blogspot.com RECOMMENDATIONS I have made following recommendation to the company after doing the summer training there: • The company should modify its credit policy as they only target the cash paying customers who are not easy to trace. • The company should emphasis more on the quality of Pharmaceuticals Products it was mostly claimed by the exporters that their receipts from company doesn’t matches with the sample’s quality shown before giving orders. • The company should make its marketing strategy flexible enough in order to face competition. • The company should keep an eye on the proper delivery of the goods to exporter on time, as it has been recommended by exporters to make the delivery on time. • The company rate policy must be flexible enough to catch new customers because if company offers lower price to a new customer then he may continue buy the goods and can be a permanent customer for the company. • The company should offers such rate in the market so that it may able to catch a bigger market share and it should be able to compete with the local traders and commission agents while having a brand name. The company should take the opinion of exporters from time to time to know what problems they are facing from the company’s side. And if any change they require in present supplying condition?
  • 70. Projectsformba.blogspot.com BIBLIOGRAPHY In this project report, while finalizing and for analyzing quality problem in details the following Books, Magazines/Journals and Web Sites have been referred. All the material detailed below provides effective help and a guiding layout while designing this text report. Books : Principles of Marketing –Philip Kotler & Kevin keller edi. 12 Market Research – D.D. Sharma Research Methodology – C.R. Kothari Websites: www.Airtelworld.com www.google.com www.india.com www.Vodafone.in http://www.blonnet.com/2004/06/26/stories/2004062602180700.htm, Mumbai, June 25, 2004. com/companies/companies_r/Vodafone_infocom/20031104_stop-roaming.htm, 4 November 2003 Domain, Missed Call, at http://www.domainb
  • 71. Projectsformba.blogspot.com Magazines: Airtel (2 July to 10 July 2004) Airtel India page of HT paper (Thursday 1December 2004) Cowards India (26 December to 4 Jan. 2004)
  • 72. Projectsformba.blogspot.com QUESTIONNAIRE Dear Sir/Madam, I Shakun Chugh student of MBA of Sri Balaji College of Engineering and Technology, Jaipur. I am doing my project on “Comparative analysis of marketing strategy of Vodafone and Airtel”. Please give your precious time for filling these details. Q.1 Name those companies which provide telecom services now a days?  Airtel  Vodafone  Reliance  TATA  Idea Q.2 which mobile company services you are using now a days?  Airtel  Vodafone  Reliance  TATA  Idea Q. 3 Among them, which Brand you, prefer most?  Airtel  Vodafone  Reliance  TATA  Idea Q.2 How long you have been using this Product?
  • 73. Projectsformba.blogspot.com  0-2 Years  2-5 Years  5-10 Years  More than 10 years Q.3 Are you using other product instead of Airtel?  Yes  No Q.5 Do you collect any information search before making purchase?  Yes  No Q.8 What are the features you look for in a product before making purchase decision? Give preferences (1-Highest, 6- least)  Brand credibility  Price and Discount  After sales services and parts, network  Value for money  Vehicle performance  Add on features or ergonomics of design
  • 74. Projectsformba.blogspot.com Q.10 If you have to purchase a new connection or product in near future, which Brand will you go for and why? _________________________________________________ _________________________________________________ _________________________________________________ Q.11 Are you aware of various promotional activities being run by Airtel, if yes then how? Are you satisfied with these promotional activities? Very Satisfied Somewhat Not Satisfied Satisfied satisfied  Customer Care  By Ad Films  By Camp  24 hrs call center services Q.12 How would you rate Airtel performance as your expectation on 5 points scale (5 Highest?) 1 2 3 4 5  After Sale service  Maintenance  Product as per expectation
  • 75. Projectsformba.blogspot.com Q.13 What are you suggestions for improving the product quality, service availability and parts availability? _______________________________________________________________________________ _______________________________________________________________________________ ______________________________________