The document provides information about a project report on the comparative analysis of marketing strategies of Bharti Airtel and Vodafone. It includes an introduction to the topic, background details on the telecom sector in India and profiles of Airtel and Vodafone. It also describes the objectives of the study, research methodology used and the contents that will be covered in the report such as the marketing strategies, SWOT analysis, suggestions and conclusions.
Marketing Strategies of Airtel - Project ReportSumit Goyal
LINKEDIN: https://www.linkedin.com/in/sumit-goyal11/
The objective behind this research project is to study the Different Marketing strategies which are used by Bharti Airtel to Survive in the highly competitive Telecommunications market and different products and services which are offered by Bharti Airtel.
This project is aimed at understanding the “Marketing strategies of Airtel” and its impact on the perception of Airtel Customers.
I hope that the research Project made by me will be of great help to get comprehensive knowledge about Airtel.
Marketing Strategies of Airtel - Project ReportSumit Goyal
LINKEDIN: https://www.linkedin.com/in/sumit-goyal11/
The objective behind this research project is to study the Different Marketing strategies which are used by Bharti Airtel to Survive in the highly competitive Telecommunications market and different products and services which are offered by Bharti Airtel.
This project is aimed at understanding the “Marketing strategies of Airtel” and its impact on the perception of Airtel Customers.
I hope that the research Project made by me will be of great help to get comprehensive knowledge about Airtel.
Project on D-Mart (A consumer buying behaviour with respect to D-Mart)Rajeshwari Chaudhari
Its very useful project to find out customer satisfaction with D-Mart, and its very important for the last years students who are searching for the new Project ideas. its made for the semester pattern exams.We use to check consumer buying behaviour regarding D-Mart. it will to find out the real growth as well as profit of D-Mart.
Marketing Activities & Customer Response for HyperCity, Pune.
To find out Customer Buying Behavior.
To find out Customer Satisfaction with HyperCity.
To find out product availability in store by customers response.
To find out shopping experience in store.
Project on D-Mart (A consumer buying behaviour with respect to D-Mart)Rajeshwari Chaudhari
Its very useful project to find out customer satisfaction with D-Mart, and its very important for the last years students who are searching for the new Project ideas. its made for the semester pattern exams.We use to check consumer buying behaviour regarding D-Mart. it will to find out the real growth as well as profit of D-Mart.
Marketing Activities & Customer Response for HyperCity, Pune.
To find out Customer Buying Behavior.
To find out Customer Satisfaction with HyperCity.
To find out product availability in store by customers response.
To find out shopping experience in store.
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The telecommunications sector comprises companies that make communication possible on a global scale whether through the phone or Internet. These companies created the infrastructure that allows data to be sent anywhere in the world. The largest companies in the sector are wireless operators, satellite companies, cable companies and Internet service providers.
this is the analysis done by me on telecom sector. in this there is the objective of survey, its introduction and to make it more clear i have taken the example of airtel company and with this example i have explained everything.
this assignment is generally prepared to analyse the strategic analysis on telecom industries and in this the example has been taken for Airtel Telecom Sector and its analysis has been done.
This is a brief report of Summer Internship project titled “Reliance Jio Infocomm Ltd.,” a subsidiary of Reliance Industries Limited. Jio will bring transformational changes in the Indian digital services space to enable the vision of Digital India for 1.2 billion Indians and propel India into global leadership in the digital economy. It has created an ecosystem comprising of network, devices, applications and content, service experience and affordable tariffs for everyone to live the Jio Digital Life
When we think about refreshment, the first thing that comes to our mind is coffee or tea. Most people prefer coffee and most prefer tea and these two drinks have become a part of a human being’s life.
Here we (I) have concentrated on coffee which is considered as a traditional drinks especially in south India. People here start their everyday life with a cup of coffee. Not only in south India but in all parts of the world people are so dependent and addicted to coffee that it acts as a daily schedule to every body every where. But this coffee is not grown in all parts of the world but is grown in very few places with right kind or weather, atmosphere and most important of all, the soil of that region.
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The sugar industry occupies a major portion in the (organization) industries of India. The sugar industries have rank second next to cotton and textile industries. The sugar industry started since 1830. China is the first producer of sugar in the world. It provides highest direct employment opportunities.
The sugar industry is one of the important Ago-based industry of the country India is the fourth major sugar production in the world. The first three is Russia, Brazil and Cuba. Sugar industry provides direct employment to nearly 3lakh persons this industry supports about 25 million agriculturists. It pay’s both to the central government and the state government about Rs.350 crores by way of different taxes. The capital employed in the industry is of the order of Rs.780 crores. There are about 414 mills producing sugar, which are spread all over the country.
When we think about refreshment, the first thing that comes to our mind is coffee or tea. Most people prefer coffee and most prefer tea and these two drinks have become a part of a human being’s life.
Here we (I) have concentrated on coffee which is considered as a traditional drinks especially in south India. People here start their everyday life with a cup of coffee. Not only in south India but in all parts of the world people are so dependent and addicted to coffee that it acts as a daily schedule to every body every where. But this coffee is not grown in all parts of the world but is grown in very few places with right kind or weather, atmosphere and most important of all, the soil of that region. It is usually grown in hill stations with adequate amount of rainfall and such places which are high above sea level. Therefore in India, Karnataka is such a place, especially South Karnataka which produces the highest amount of coffee in whole India. Most parts of Karnataka such as Chikmagalur district and many parts in Hassan District, and also Coorg.
A Study on Sugar Industry at Chamundeshwari SugarProjects Kart
The discovery of sugarcane from which sugar was produced had been known since thousands of years. It is thought to have originated in New Guinea, and was spread along routes to Southeast Asia and India. The process known for creation of sugar, by pressing out the juice and then boiling it into crystals, was developed in India around 500 BC.
Its cultivation was not introduced into Europe until the middle-ages, when it was brought to Spain by Arabs to thrive in a most favorable climate.
Study on Inventory Management at Reid & Taylor (India) LtdProjects Kart
Inventory is a list of goods and materials, or those goods and materials themselves, held available in stock by a business. Inventory management is primarily about specifying the size and placement of stocked goods. Inventory management is required at different locations within a facility or within multiple locations of a supply network to protect the regular and planned course of production against the random disturbance of running out of materials or goods. The scope of inventory management also concerns the fine lines between replenishment lead time, carrying costs of inventory, asset management, inventory forecasting, inventory valuation, inventory visibility, future inventory price forecasting, physical inventory, available physical space for inventory, quality management, replenishment, returns and defective goods and demand forecasting.
Study on Working Capital Management at PNBProjects Kart
The prime objective of any business is to maximize the value of the company and to maximize the wealth of its shareholders. Working capital management has its own role to play in attaining this goal. Working capital is the funds required for day to day working in a business concern. The working capital management involves deciding upon the amount and composition of current assets and how to finance those assets. There should be a proper trade off between risk and profitability in each decision relating to it. This project work has been undertaken to know the procedures involved in the working capital management in PUNJAB NATIONAL BANK. An attempt is made to study the factors contributing towards working capital and the sources on which the company is depending for funds. The research study was also conducted to derive working capital ratios, to know the performance and efficiency of working capital management and to know the kind of policy adopted in this part of the management. For analyzing the factors and conditions influencing working capital tables and graphs were drawn based on the study. pubjab national bank mba project, summer internship 2017, project reprot, punjab national bank pdf, risk, project report pdf, project report, customer satisfaction in punjab national bank
Study on Mutual Fund is the Better Investment PlanProjects Kart
Mutual funds have become a hot favorite of millions of people all over the world. The driving force of mutual fund is the ‘safety of the principal’ guaranteed, plus the added advantage of capital appreciation together with the income earned in the form of interest or dividend. People prefer Mutual Funds to bank deposits, life insurance and even bond because with a little money, they can get into the investment game. One can own string blue chips like ITC, TISCO, Reliance etc., through mutual funds. Thus, mutual funds act as a gateway to enter into big companies hitherto inaccessible to an ordinary investor with his small investment.
Study on Store Environment and Merchandising Mix at Big BazaarProjects Kart
Retailing consists of those business activities involved in the sale of goods and services to consumers for their personal, family, or household use. Retailing comprises of four elements customer orientation, coordinated effort, value-driven, and goal orientation. The word "Retail" originates from a French-Italian word. Retailer-someone who cuts off or sheds a small piece from something. Retailing is the set of activities that markets products or services to final consumers for their own personal or household use. It does this by organizing their availability on a relatively large scale and supplying them to customers on a relatively small scale. Retailer is a Person or Agent or Agency or Company or Organization who is instrumental in reaching the Goods or Merchandise or Services to the End User or Ultimate Consumer.
Initial Public Offers and Due DiligenceProjects Kart
This report, as the Title “Initial Public Offers and Due Diligence: The Role of a Investment Banker”, is an attempt to bring forth the importance of the process of Due Diligence and the significance of the vital role played by the Investment Banker in managing the issue of an Initial Public Offer (IPO).
When a Company issues an IPO, it means it is going public. The issue of an IPO introduces a great degree of transparency in a Company‟s operations. All the relevant and updated information pertaining to the company is laid down before the investors so that they may make an investment decision. Again, there are set procedures, rules, regulations and laws to be followed in laying down this information before the investors. A document called the Prospectus‟ must be prepared. The Prospectus captures all the necessary information that is to be made available to the investors. Apart from the Prospectus, there are various other company documents that need to be verified and summarized in order to present them before the investors.
Influence of ADR on Underlying Stock PricesProjects Kart
Globalization has opened the door for the investors to avail various investment avenues across the globe. American Depository Receipt (ADR) is one such opportunity to the investing community. The ADR is a proxy for the Indian shares to enable them to be traded in the American stock exchanges. Various studies conducted on Depository Receipts (DRs) have shown that the trading on the DR sin the foreign market has its influence in the home country’s stock in terms of price, volatility and volume. This interested me and this project is concerned about studying “Whether the price fluctuations of ADR affect the corresponding Indian share prices?”
After the liberalization of the economy in 1991, the corporatist started sourcing their capital from both domestic and foreign markets. The Indian shares cannot be directly listed in the American stock exchanges. ADRs have been very helpful in this purpose. So a custodian bank receives the shares as deposit and issues receipt to the market. These receipts are issued in appropriate ratio to the shares deposited with the depository. The market players in the stock exchanges trade these receipts.
Impact of ERP on Organizational Functions in Retail SectorProjects Kart
The business environment has changed more in the last five years than it did in the previous five decades. Winning in today’s business climate requires more than just providing high-quality, low-cost products to customers, when and how the customers want them. The ability to respond to new customer needs and seize market opportunities as they arise, without compromising on the profitability of the firm is critical for the success of any organization. Competitive pressures frequently force manufacturers to decrease prices in spite of the fact that their internal costs continue to rise. Enterprises are continuously striving to improve themselves in the areas of quality, time to market, customer satisfaction, performance and profitability. Making informed business decisions in this manner would enable organizations to accomplish their business growth and at the same time enable them to utilize the information to competitive advantage. To make it possible for the companies to execute this vision, there is a need for an infrastructure that will provide information across all functions and locations within the organization and this is the Enterprise Resource Planning (ERP) solution available in the market today.
The Impact of Creativity and Wow Factor in AdvertisingProjects Kart
The approach used in this report is a case study approach. It essentially deals with two aspects; creativity and WOW factor. These two terms have been defined and the impact they have in advertising has been studied. The objectives of doing such a study were to understand creativity, to define it and to find factors that elicit a WOW response from viewers.
Impact of Advertisements on Investors at HDFC Standard Life InsuranceProjects Kart
This project is managing study on “Impact of advertisement on Investors – A case study in HDFC Standard Life Insurance” The scope of study is regarding the advertisements and therefore the presence of HDFC SLIC with relation to in door advertisements and their advertisements & their effectiveness & out door advertisements, however the folks wish to watch them. to understand the notice within the public like better to watch the ads and medium.
Impact of Advertising on Customers in Tata MotorsProjects Kart
The consumer durable market in India has been very competitive in the recent years, with opening up of market for international players due to liberalization; the domestic players are facing a tough competition. So it‟s time for domestic companies to frame new strategies for their production and marketing activities. An evaluation of the effectiveness of the past activities of a company will enable the company in framing these new strategies. Such an effort has been made through this market research to know the http://www.projectskart.com/ on Customers in TATA MOTORS (A case study in AUTO MATRIX, HASSAN).
Recruitment and Selection at Aviva Life InsuranceProjects Kart
The MBA project titled “RECRUITMENT AND SELECTION” Undertaken in AVIVA life insurance.
AVIVA is a UK based insurance group. It has a long history dating back to 1834 and has a joint venture with DABUR groups. Aviva holds a 26 per cent stake in the joint venture and the Dabur group holds the balance 74 per cent share.
It is one of the leading providers of life and pensions products to Europe and has substantial businesses elsewhere around the world.
The project report is about recruitment and selection process that‟s an important part of any organization. Which is considered as a necessary asset of a company? In fact, recruitment and selection gives a home ground to the organization acumen that is needed for proper functioning of the organization.
Financial Freedom through Reverse MortgageProjects Kart
The world population structure shows that population worldwide is ageing owing to exaggerated longevity of older folks and small birth rates in developed and most developing countries. Visit www.projectskart.com for more information. In Asian nation alone, statistics show that variety of older as a proportion of population can show a 107% growth, from 113 million in 2016 and 179 million by 2026 severally.
Financial Analysis on Recession Period at M&M TractorsProjects Kart
Financial ANalysis (also stated as financial plan analysis or accounting analysis) refers to an assessment of the viability, stability and profitable of a business, sub-business or project. Visit www.projectskart.com for more information. It is performed by professionals World Health Organization prepare reports exploitation ratios that create use of data taken from monetary statements and different reports. These reports area unit typically given to prime management mutually of their bases in creating business selections.
Effective Supply Chain Management as a Strategic AdvantageProjects Kart
TSS was established in 1913 and since then it has been in Sirsi. The products have got their own brand image and also customers. Based on the service provided by TSS to its customers we can know how the organization considers its customers and its products to the customers. A study Effective supply chain management as a strategic advantage at TSS is undertaken for assessing the supply towards the customers and to understand the expectations of the customers towards arecanut and its products which will in turn help to take appropriate action by the management for removing the loop holes.
Brand Awareness of Spencer's and Comparative Analysis with Big BazaarProjects Kart
By 2004 the retail industry was growing rapidly in India, and Spencer's Retail decided to pursue an aggressive expansion strategy. The company had the customers, the products, and the employees to make it happen. It just needed an IT infrastructure that could support rapid growth. Visit http://www.projectskart.com/p/contact-us.html for more information. Current servers were at capacity, and the company needed to upgrade before adding new stores. Amit Mukerjee, Group CIO of the RPG Group, describes the challenge as part of the learning curve for retail development in India. ―Retailing is a new business in this country. As the business matures, the process matures, and IT systems must evolve accordingly. The company also needed an enterprise resource planning (ERP) solution to handle critical processes such as supply-chain management. It decided to implement mySAP ERP, now called SAP ERP, and realized the solution needed to run on high-performance servers. Spencer's Retail evaluated several possibilities, including servers from HP, IBM, and Sun Microsystems. It decided to build its IT infrastructure on Sun systems for several reasons. Sun SPARC Enterprise Servers had the performance and scalability needed to sustain its business, and they delivered higher performance at less cost. Sun's knowledge of the retail space in India, as well as its long history with RGP Enterprises, were also deciding factors.
"𝑩𝑬𝑮𝑼𝑵 𝑾𝑰𝑻𝑯 𝑻𝑱 𝑰𝑺 𝑯𝑨𝑳𝑭 𝑫𝑶𝑵𝑬"
𝐓𝐉 𝐂𝐨𝐦𝐬 (𝐓𝐉 𝐂𝐨𝐦𝐦𝐮𝐧𝐢𝐜𝐚𝐭𝐢𝐨𝐧𝐬) is a professional event agency that includes experts in the event-organizing market in Vietnam, Korea, and ASEAN countries. We provide unlimited types of events from Music concerts, Fan meetings, and Culture festivals to Corporate events, Internal company events, Golf tournaments, MICE events, and Exhibitions.
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Enterprise Excellence is Inclusive Excellence.pdfKaiNexus
Enterprise excellence and inclusive excellence are closely linked, and real-world challenges have shown that both are essential to the success of any organization. To achieve enterprise excellence, organizations must focus on improving their operations and processes while creating an inclusive environment that engages everyone. In this interactive session, the facilitator will highlight commonly established business practices and how they limit our ability to engage everyone every day. More importantly, though, participants will likely gain increased awareness of what we can do differently to maximize enterprise excellence through deliberate inclusion.
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It is a sample of an interview for a business english class for pre-intermediate and intermediate english students with emphasis on the speking ability.
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Putting the SPARK into Virtual Training.pptxCynthia Clay
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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.
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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.
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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.
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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.
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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.
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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
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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.
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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.
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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.
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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”.
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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.
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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.
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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.
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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.
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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.
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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.
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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.
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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.
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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.
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• 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
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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.
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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.
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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.
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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
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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
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Positioning
Creating brands (Sharukh khan & Sachin Tendulker)
Ads and promotions
Promotion for study of poor childrens.
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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
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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.
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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
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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
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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.
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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.
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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:
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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:
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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.
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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
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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
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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.
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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.
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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.
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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.
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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.
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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.
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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
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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
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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
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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.
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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.
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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.
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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.
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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
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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.
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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?
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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
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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?
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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
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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
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Q.13 What are you suggestions for improving the product quality, service availability and parts
availability?
_______________________________________________________________________________
_______________________________________________________________________________
______________________________________