This document appears to be a research project report submitted by Piyush Jain for their Bachelors of Business Administration degree. The report focuses on comparing the marketing strategies of Airtel and Idea cellular companies in India. The report includes an introduction, sections on each company's background and strategies, the objectives and methodology of the study, an analysis and findings section, and conclusions. It also lists various contents like acknowledgements, preface, and references that would typically be included in a research report.

1. A RESEARCH PROJECT
ON
“MARKETING STRATEGIES OF AIRTEL AND IDEA”
(SUBMITTED IN THE PARTIAL FULFILLMENT FOR THE
AWARD OF BACHOLARS OF BUSINESS ADMINISTRATION)
UNDER THE GUIDANCE OF: - SUBMITTED BY:
Mr. JITIN SEHGAL Piyush Jain
BBA Faculty BBA 05/12
2010-2013
N.C COLLEGE OF ENGINEERING, ISRANA
(KURUKSHETRA UNIVERSITY, KURUKSHETRA)

2. CONTENTS
• Acknowledgement
• Preface
• Introduction
• Airtel
• Idea
• Objective of the study
• Research Methodology
• Analysis and Interpretation
• Findings
• Limitations of the study
• Suggestions and Recommendation
• Conclusion
• Annexure
o Bibliography
o Questionnaire
2

3. DECLARATION
I PIYUSH JAIN, B.B.A., 2 nd year of my college A.I.M.C.S , hereby
declare that final project report entitled “Marketing strategy of
AIRTEL vs. IDEA” is an original work and the same has not been
submitted to any other institute for award of any other degree.
A seminar presentation of the training report was made on the date
_______________ and suggestions as approved by the faculty were
duly incorporated.
PIYUSH JAIN
3

4. PREFACE
A determination to succeed is the only way
to succeed. For this, it is very important that all
knowledge, which we have, should be translated
into action. It is only then that we can achieve
something. Project work is the way to convert
our raw talent into potential management.
Classroom knowledge can only then be efficient
when it is effectively wedded to the realities of
the situation existing outside the classroom. In
this project work place an important role. In this
regard, I was given a project entitled
“MARKETING STRATEGY OF AIRTEL
AND IDEA”
4

5. ACKNOWLEDGEMENT
Success is not brought inherited. It is a product of what we put in. Success
begins with a good feeling about where we are and a positive attitude about
where we want to be. With this willingness, I have started this project.
First of all, I would like to thank to the supreme power, the almighty
god, who has always guided me to work on the right track of my life and has
always blessed me with his blessing by giving me the best. Next to him are
my parents, whom I am greatly indebted for having me brought up with love
and encouragement.
Next comes a person, without whose guidance and encouragement,
this project report would not have been successful. So, I would like to
express my gratitude towards Ms. Puja Mann, HOD, N.C.College of
Engineering, Israna.
PIYUSH JAIN
5

6. EXECUTIVE SUMMARY
First of all we have to know the meaning of research, research
is increasing the knowledge in existing knowledge or we can
say that search for new ideas. So, I am taking out my research
to find out the perception of the consumers towards different
cellular services, I prepared my questionnaire and record the
responses of consumers.
The presented report is an effort to find solution for the present day Problem in
the cellular service providers. Where the Company interested to find out the
solution for the fact that being a AIRTEL the Number one in the cellular service
provider I proposed them to undertake a Strategic Market Research where we
would Read the Market perception of the AIRTEL and IDEA . Starting with the
Retailer’s perception and then the Company’s Perception and finally Customer’s
perception. We have presented this Research study with respect to three different
Areas with different samples size and completely different set of response
Parameters.
The sampling technique used in all the three spheres of Research is Exploratory.
The data collected under all the three distinct perception point is completely
6

7. primary data as I was the prima fascia for theses responses. Primary data are
collected taking the view of consumers towards these cellular services. And
secondary data also collected from the secondary sources like the customer care
services, business magazines.
As a result of this research I have see the loose pools of the company to modify
their strategy at certain points with respect to all the three perception nodes. In
the Retailer’s perception segment I have suggested the Company to increase the
number of visits at retailer outlet and boost the retailer with emotional support
and confidence. In Company’ perception I suggested them to improve the
cellular services and introduce some new schemes to consumers with customer
attracting schemes which should be available at dealers.
7

8. INTRODUCTION TO COMPANY
Today the tele communication sector is very important in INDIA. There is very
tough competition between various companies. Now a day’s telecommunication
companies offering various plans or benefits to customers to outstand the
competition in the market. So, the telecommunication industry, in a way, creates
employment for people. So, I am here to study the marketing strategy of
companies on the consumers.
After the liberalization of the Indian Telecom Sector in 1994, the Indian cellular
market witnessed a surge in cellular services. By 2005, there were a total of 12
players in the market with the five major players being Bharti Tele-Ventures
Limited (Bharti), Bharat Sanchar Nigam Limited (BSNL), Hutchinson-Essar
limited (Hutch), Idea Cellular limited (Idea) and Reliance India Mobile (RIM),
and Tata Indicom.
As competition in the telecom arena intensified, service providers took new
initiatives to woo customers. Prominent among these were - celebrity
endorsements, loyalty rewards, discount coupons, business solutions and talk
time schemes. The most important consumer segments in the cellular industry
were the youth segment and the business class segment. The youth segment was
8

9. the largest and fastest growing segment and was therefore targeted most heavily
by cellular service providers.
Bharti Tele-Ventures adopted celebrity endorsement as its chief promotional
strategy. By 2004 it emerged the unprecedented leader commanding the largest
market share in the cellular service market. Hutch implemented the celebrity
endorsement strategy partially, relying primarily on its creative advertising for
the promotion of its brand. BSNL, on the other hand, attracted the consumer
through its low cost schemes. Being a state owned player, BSNL could cover
rural areas, and this helped it increase its subscriber base. Reliance was another
player that cashed on its innovative promotional strategies, which included
celebrity endorsements and attractive talk time schemes. Idea relied heavily on
its creative media advertising sans celebrities.
9

10. AIRTEL
Airtel comes to you from Bharti Tele-Ventures Limited - a part of the biggest
private integrated telecom conglomerate, Bharti Enterprises. A consortium of
giants in the telecommunication business. In it's six years of pursuit of greater
customer satisfaction, Airtel has redefined the business through marketing
innovations, continuous technological up gradation of the network, introduction
of new generation value added services and the highest standard of customer
care.
Bharti is the leading cellular service provider, with an all India footprint
covering all 23 telecom circles of the country. It has over 12 million satisfied
customers.
Cellular telephony was introduced in India during the early 1990s. At that time,
there were only two major private players, Bharti (Airtel) and Essar (Essar) and
both these companies offered only post-paid services. Initially, the cellular
services market registered limited growth.
Moreover, these services were mostly restricted to the metros. Other factors such
as lack of awareness among people lack of infrastructural facilities, low standard
of living, and government regulations were also responsible for the slow growth
10

11. of cellular phone services in India. Although the cellular services market in India
grew during the late 1990s (as the number of players increased and tariffs and
handset prices came down significantly) the growth was rather marginal. This
was because the cellular service providers offered only post-paid cellular
services, which were still perceived to be very costly as compared to landline
communications.
Following this realization, the major cellular service providers in India, launched
pre-paid cellular services in the late 1990s. The main purpose of these services
was to target customers from all sections of society (unlike post-paid services,
which were targeted only at the premium segment). Bharti Tele-Ventures is one
of India's leading private sector providers of telecommunications services based
on an aggregate of 15,844, 382 customers as of October 31, 2005, consisting
of 14, 740, 366 GSM mobile and 1, 104, 016 broadband & telephone customers
The businesses at Bharti Tele-Ventures have been structured into two main
strategic business groups - the Mobility Leaders business group and the Infotel
Leaders business group. The Mobility business group provides GSM mobile
services across India in twenty-three telecom circles, while the Infotel business
group provides broadband & telephone services, long distance services and
enterprise services. All these services are provided under the Airtel brand.
Bharti Enterprises has been at the forefront of technology and has revolutionized
telecommunications with its world class products and services. Established in
11

12. 1976, Bharti has been a pioneering force in the telecom sector with many firsts
and innovations to its credit.
Bharti provides a range of telecom services, which include Cellular, Basic,
Internet and recently introduced National Long Distance. Bharti also
manufactures and exports telephone terminals and cordless phones. Apart from
being the largest manufacturer of telephone instruments in India, it is also the
first company to export its products to the USA. Bharti Tele-Ventures through its
subsidiary Bharti Telenet Limited (BTNL) holds the right to establish, maintain
and operate a fixed-line telephone network in Haryana through a license valid for
20 years from October 8, 2001.
BTNL provides fixed-line services to approximately 114,400 customers as of
March 31, 2005 under the brand Airtel. BSNL also operates a fixed-line
telephone service within the same geographical area.
Bharti is the leading cellular service provider, with a footprint in 16 states
covering all four metros. It has over 12 million satisfied customers
Bharti Enterprises has successfully focused its strategy on telecom while
straddling diverse fields of business. From the creation of 'Airtel', one of India's
finest brands, to becoming the largest manufacturer and exporter of world class
telecom terminals under its 'Beetel' brand, Bharti has created a significant
position for itself in the global telecommunications sector. Bharti Tele-Ventures
12

13. is today acknowledged as one of India's finest companies, and its flagship brand
'Airtel', has over 12 million customers across the length and breadth of India.
While a joint venture with TeleTech Inc., USA marked Bharti’s successful foray
into the Customer Management Services business, Bharti Enterprises’ dynamic
diversification has continued with the company venturing into telecom software
development. Recently, Bharti has successfully launched an international venture
with EL Rothschild Group owned ELRO Holdings India Ltd., to export fresh
Agri products exclusively to markets in Europe and USA Bharti Tele-Ventures
vision for its mobile business is “To make mobile communications a way of life
and be the customers first choice”.
The mission is to meet the mobile communication needs of the customer through
1) error free service 2) Innovative products and services and 3) cost efficiency.
The Company’s strategic objective is to consolidate its leadership position
amongst the mobile service providers in India.
The Indian mobile market, according to the COAI, has increased from
approximately 1.2 million subscribers as of March 31, 1999 to approximately
41.03 million subscribers as of March 31, 2005.
Despite this rapid growth, the mobile penetration rate in India, at approximately
3.9% as of March 31, 2005, is significantly lower than the average mobile
penetration rate in other Asian and international markets.
13

14. The number of mobile subscribers in India is expected to show rapid growth over
the next four years. By 2006 it is projected at 50 million by COAI and 44 million
by Gartner.
14

15. Source:
(1) Population estimates are as per National Census, 2001 and are as of March 1,
2001. The population for Uttar Pradesh (West) circle is approximately 37% of
the total population
(2) Wireless subscriber statistics are as of March 31, 2005 and are based on data released
by COAI. Wireless market size comprises the total number of wireless subscribers of all
(3) Demographics of Maharashtra and Tamil Nadu do not include demographics of state
capitals (metros) Mumbai and Chennai respectively.
(4) Demographics of Haryana does not include Faridabad & Gurgaon as they are
included in Delhi & NCR. Similarly demographics of Uttar Pradesh (West) &
Uttaranchal does not include Noida & Ghaziabad as they are included in Delhi
NCR.
The significant growth in the Company's mobile business has been through a
combination of organic growth and acquisitions of additional licenses and has
been summarized below. The information given below is for the total market and
is not representative of our market share or network coverage
15

16. .
16

17. As of March 31,
As of Mar 31, 2006
1999(1)
2000(2)
2001(3)
2005(4)
Number of Mobile licenses held by us
2
4
5
23
Total mobile subscribers in India (in millions)
1.12
1.88
3.58 17

18. 1) Comprise the circles of Delhi and Himachal Pradesh.
2) Comprise the circles of Delhi, Himachal Pradesh, Karnataka and Andhra
Pradesh.
3) Comprise the circles of Delhi, Himachal Pradesh, Karnataka, Andhra
Pradesh and Chennai.
4) Comprise the twenty-one operational circles of Bharti Tele-Ventures.
5) Based on data released by the COAI on the total number of persons
subscribing to mobile services in our licensed area
MOBILE STRATEGY
• Capture maximum telecommunications revenue potential with minimum
geographical coverage to maximize its revenues and margins.
• Build high quality mobile networks by deploying state-of-the-art
technology to offer superior services
18

19. Airtel values
Inn venturing
• We will generate and implement entrepreneurial and innovative ideas, which will
continuously create new growth engines.
Customer First
• We are committed to delivering service beyond the expectations of the customer. Our
quality of customer responsiveness clearly differentiates us from others.
19

20. Performance Culture
• We benchmark our processes and performance against world-class standards. We
distinguish between performers and non-performers by valuing achievement at the
individual as well as the team level. Ours is a culture of inclusively where feedback,
learning and ideas are actively encouraged, sought and acted upon.
Valuing Partnership
• We are committed to building exemplary relationship with our partners, which stand on
the principles of mutual trust and mutual growth.
Valuing People
• We nurture an environment where people are respected and their uniqueness is valued.
We believe that people are our key differentiators.
Responsible Corporate Citizenship
• We are committed to making a positive and proactive contribution to the community.
As a responsible corporate citizen we will contribute to and abide by environmental and
legal norms.
Ethical Practices
• We will uphold the highest ethical standards in all internal and external relationship.
We will not allow misuse or misrepresentation of any kind.
20

21. Board of Directors
The Board of Directors of the Company has an optimum mix of Executive and
Non-Executive Directors, which consists of three Executive and eleven Non-
Executive Directors.
The Chairman and Managing Director, Mr. Sunil Bharti Mittal, is an Executive
Director and the number of Independent Directors on the Board is more than 50%
of the total Board strength. The independence of a Director is determined on the
basis that such director does not have any material pecuniary relationship with
the Company, its promoters or its management, which may affect the
independence of the judgment of a Director.
21

22. The Board members possess requisite skills, experience and expertise required to
take decisions, which are in the best interest of the Company.
Awards
• The Asia Pacific Award for the Most Innovative HR practices-2000.
• The Golden Peacock National Training Award for excellence in Training
practices-2000.
• The Golden Peacock National Quality Award-2001.
• BCL is first mobile communication service provider in India to be
certified for ISO 9001:2000 and 1st in world certified by British Standards
Institution for Mobile Communication.
• Born a leader, the first cellular service, AirTel has maintained leadership
22

23. IDEA CELLULAR
Idea Cellular — the three-way joint venture between Tata, Birla and US-based
AT&T — was called Birla Tata AT&T before being renamed in May 2002. It was
set up in January 2001 following the merger of Tata Cellular and Birla AT&T
Communications and is India's leading cellular services provider.
With Idea's acquisition of Escotel in early 2004, its footprint now covers around
60 per cent of India’s population and over 65 per cent of the telecom market. It
has presence in seven states: Maharashtra (excluding Mumbai), Goa, Gujarat,
Andhra Pradesh, Madhya Pradesh, Chattisgarh, Uttar Pradesh (W), Haryana,
Kerala and Delhi (inclusive of NCR). Having operations in four of the five
largest cellular circles in India, Idea is the market leader in the Maharashtra and
23

24. Goa, Kerala, UP (W), Madhya Pradesh and Chattisgarh circles in terms of
number of subscribers. Each circle has its own dedicated call centre with a
single call resolution approach towards the customer.
Idea covers over 3,660 small and major towns and villages along with a total
highway connectivity of over 6,000 km. There are over 380 'Idea n' U' outlets
and Idea shops and a network of over 44,000 retailers and deacons.
Thanks to the frontline technology — from Nokia, Ericsson, Alcatel and
Schlumberger Sema among others — at its command, the company can offer its
customers extensive coverage, quality service and minimal congestion levels.
The company is the fastest growing GSM operator in its area of operation. The
growth rate in the last six months has been 85 per cent as against 84 per cent of
all operators in the same area of operation. The company is now cash positive,
and is expected be profit positive in the financial year 2004-05.
Idea Cellular offers a wide range of cellular services and products. Its post-paid
and pre-paid services are supported by a variety of package plans to suit.
It was the first company in the country to launch GPRS in November 2002. It
showcased EDGE (Enhanced Data Rates for GSM Evolution) in Delhi, in July
2004. With EDGE, subscribers can enjoy live television with a data download
rate of over 160 kbps. Idea subscribers will also have a richer experience while
watching movie previews, multimedia messages with video attachments, web-
infotainment, high-speed video downloads, java game downloads and other
Internet-based multi-media experiences on their EDGE enabled mobile phones.
24

25. It pioneered the concept of 'Cellular Jockey' and offers 'Music Messaging' to all
its subscribers. It also launched 'Global SMS', which allows the users to send and
receive SMS from over 540 networks and 170 countries across the technology
platforms like GSM, CDMA, TDMA and satellite phones. The company
introduced 'Mobile Top-Up' (a flexible anytime anywhere recharge service for
pre-paid customers) and 'Say IDEA' feature that allows the users to access value
added services by speaking into their mobiles.
It also offers SMS in nine vernacular languages — Hindi, Gujarati, Marathi,
Bengali, Telugu, Tamil, Malayalam, Kannada and Punjabi, in addition to English
to its subscribers.
Idea Cellular's antecedents date back to 1995, when the Aditya Birla Group and
AT&T (through Birla AT&T Communications – Maharashtra & Gujarat circle)
and the Tata Group (through Tata Cellular - Andhra Pradesh circle) set up
cellular networks. Both the above company were amongst the first company to
commercially start operation in circles other than metros and achieve financial
closurein Indian Telecom industry
In the year 2000, the historic path-breaking merger of Tata Cellular with Birla
AT&T Communications and the subsequent acquisition of RPG Cellular -
(Madhya Pradesh circle) in the year 2001 - helped take the company to aim even
further and led to the formation of Birla Tata AT&T Limited.In year 2001,
company won fourth cellular license for Delhi metro circle and in year 2002
company introduced common brand "!dea" and changed the name to IDEA
25

26. CellularLimited.
Since then, there has been no looking back for IDEA Cellular. The company
launch Delhi operations in year 2002 and added a record 100,000 subscriber
within one month.
In 2003, the company achieved the largest financial closure in Indian Telecom
for all its circle. In 2004, the company entered into definitive agreement to
acquire Escotel Mobile Communications (existing operator in Haryana, Kerala
and UP(W)) and Escorts Telecommunications (cellular licensee holder
forUP(E)Himachal Pradesh
Awards
Idea Cellular M-coupon service bagged the prestigious ‘Golden Peacock award
for the most innovative product / service’ in February 2003. The Golden Peacock
awards, established by the Institute of Directors, is given to companies
demonstrating sustainable excellence and innovation in the manufacturing and
service sectors, leading to improved performance.
• In March 2003, Idea (Madhya Pradesh and Chhattisgarh) was declared the
No 1 cellular service in India by the Telecom Regulatory Authority of
India (TRAI) for the second consecutive time.
26

27. • Chosen as the winner of the award, ‘Indira Award for Marketing
Excellence’ for being the highest recalled brand in the year 2003
• Ranked second in overall user satisfaction by the Voice & Data – IDC
Mobile User’s Satisfaction Survey, October 2003, which was based on
parameters like network availability and performance, customer care,
value added services, pre-sales and sales effort, and billing.
CORE BELIEFS OF IDEA
The company continuously harnesses the power of wireless revolution to provide
world-class products and services. It aims at responding to customer needs
proactively by anticipating requirements and providing ready solutions.
Idea Cellular draws inspiration from the loyalty of its subscribers to keepraising
the bar, to shape the future, and to change and enrich the life of each and every
member of its ever-grow family.
The company is the fastest growing GSM operator in its area of operation. The
growth rate in the last six months has been 85 per cent as against 84 per cent of
all operators in the same area of operation. The company is now cash positive,
27

28. and is expected be profit positive in the financial year 2004-05.
Idea Cellular offers a wide range of cellular services and products. Its post-paid
and pre-paid services are supported by a variety of package plans to suit.
INTRODUCTION TO THE STUDY UNDERTAKEN
 STARTEGY OF AIRTEL
'Magic Hai To Mumkin Hai'
In 2002, the leading Indian telecommunications company, Bharti Cellular
Limited (Bharti) signed the famous cricket player Saurav Ganguly and leading
movie stars, Madhavan and Kareena Kapoor as endorsers for its brand, Airtel
Magic (pre-paid cellular card). Its objective was to create the highest recall for
Magic in the pre-paid cellular telephony segment by cashing in on the two
biggest passions of India - movies and cricket. Bharti also changed the tagline
for Magic from 'You Can Do Magic' to 'Magic Hai To Mumkin Hai' (If there is
28

29. Magic, it's possible). The move attracted considerable media attention, as it was
unusual for a company to spend so lavishly to promote a single brand.
In October 2002, Bharti launched a television commercial (TVC), featuring Shah
Rukh Khan (leading actor, already endorsing Magic since a couple of years) and
Kareena Kapoor. The TVC, developed by one of India's leading advertising
agencies, Percept Advertising, was the first of the series of four TVCs for
Magic's new campaign. According to Bharti, the TVCs aimed at attracting young
adults in SEC B and C categories of the Indian market . Commenting on the new
developments, Hemant Sachdev (Hemant), Director, Marketing and Corporate
Communications, Bharti Enterprises, said, "The aim is to be relevant to the
masses and make all their dreams, hopes and desires come true instantly, at Rs
300 per month."
PROMOTIONAL STRATEGY-
Indian Idol Auditions on Airtel : Close on the heels of exclusive access to
Kaun Banega Crorepati 2's "fastest finger first", Airtel has added another feather
to its cap, by introducing mobile auditions for the eagerly-awaited Indian Idol 2
to be aired on Sony Television.
Airtel Customers Get Asia Roaming :Airtel a member of Asia's largest
mobile alliance - Bridge Mobile, has announced the launch of a suite of mobile
29

30. services that will enable Airtel's customers to access a range of services when
roaming overseas on the alliance member's network.
Airtel Reduces Roaming Tariff :Airtel has announced a reduction in its
roaming rates as a part of its celebration for covering 23 circles across India .
Airtel Gets Student-friendly :Airtel is customizing its mobile services
packages according to what it feels customers want the most.
ENDORSEMENT STRATEGY-
RAHMAN TUNE CROSSES AIRTEL’S EXCLUSIVITY BARRIER :Cellular service
provider AirTel seems to have hit the right note with its new commercial starring
musician A R Rahman. The commercial which is currently on air has a beat
which also doubles up as a ringtone which is ostensibly available only to AirTel
users. But the interesting part is that the ringtone is being flaunted not just by
AirTel customers but by customers of rival service providers like BPL, Orange
and Dolphin as well!
30

31. The ringtone which is also the jingle for AirTel’s TV commercial, is proving to
be a potent advertising tool for the company. It is not very clear what this means
for the other cellular operators. Cellular users have been “forwarding” the tune to
one another, which according to Mr Pota, has given AirTel a chance to enter the
“mind of the user” irrespective of which service he opts for.
“Competition will not do well to adopt a knee jerk reaction and will have to
come out with advertising that is well thought out” explains Mr Kapoor. He
anticipates a situation where the new entrant (AirTel) will continue to be more
aggressive.
TENDULKAR. & SHAHRUKH :Both Tendulkar and King Khan already share the
frame for soft drinks major PepsiCo India. Tendulkar is not the first cricketer to
endorse Bharti’s Airtel brand. Indian captain Saurav Ganguly had done so when Airtel
launched its service in the eastern metropolis of Kolkata2001.
Though company executives were mum on the value of the Tendulkar deal, those in the
advertising fraternity peg the signing rate for the three-year deal anywhere between Rs
8 crore and Rs 10 crore. Both Sachin and Shah Rukh are two of the most sought after
celeb endorsers in the country, with the former edging out the latter in the celeb
endorsement race. The Master Blaster’s portfolio includes brands like Colgate
Pamolive, ESPN-STAR Sports, Pepsi, MRF, Boost, TVS, Palio, Visa, Adiddas and
Britannia. The leading brands endorsed by Khan include Hyundai, Pepsi, Airtel, Tag
31

32. Huer, Clinic All Clear, Bagpiper and Videocon, amongothers. According to company
executives, the idea of roping in Tendulkar is in line with the group’s strategy to
connect to the mass market through celeb endorsers from movies, cricket and music.
“For mass connect, Shah Rukh and Sachin are the best bet as brand endorsers,” says a
senior company executive. Bharti plans to launch a multimedia campaign targetting its
service .
SCHEMES
SMS packages- airtel provides sms package in which company deducts 30 rs rent and
other charges and offer 2000 sms free in a month.
Airtel Promotes Performing Arts
Airtel has announced the launch of "Airtel Expressions", a platform to promote and
celebrate the various forms of expressions through the medium of performing arts in
Delhi.
Airtel Launches BlackBerry 7100g
32

33. Airtel and Research In Motion (RIM) have introduced the BlackBerry 7100g business
phone in the country.
DIALER tones- airtel also provides the dialer tones to its customers , now any caller can
hear songs on your mobile phones , the company deducts 30 rs rent per month and call
charges to apply this tone is rs @6/min.
INTRODUCTION OF CONSUMER BEHAVIUOR
Consumer behavior is the study of how individuals make decisions to spend their
Available resources time, money , effort on consumption related items it includes
the study of what to buy , where to buy , how to buy, how often they use. there is
a question arises why we study the consumer behavior and perception towards a
brand
Just as consumer or marketer are diverse, the preseason why the consumer study
are also diverse , as consumer are , we benefit from insights into our own
consumption related decision what we buy , where we buy etc
33

34. Ian doing my research on consumer behaviors towards the mobile services, I
have to take into mind why consumer choose that service, how regularly he is
using that services
In addition to the studying consumer uses and post purchases evaluation of the
product they buy consumer researchers are also interested in how how individual
dispose of their product are they satisfied with their mobile services or not.
The term consumer behavior is often use to describe two different kinds of
consumer entities the personal consumer and organizational consumer. the
personal consumer includes the single person and the organizational consumer
include the profit and non profit entities. So in cellular services consumer
behavior of the people is very necessary , whether they purchase cellular
connection on the basis of services, coverage , brand name or lastly customer
attendance . so iam doing my research between two cellular brands AIRTEL and
IDEA and to know the consumer perception towards this cellular brands.
34

35. Marketing strategy of idea
1) jodi kamal ki- idea cellular launches a programme on star plus JODI KAMAL KI.
In which they advertise their products through this serial. Which comes at 9 p.m on
every Saturday.
35

36. 2) Charity match sponsored by idea played between Bollywood and England at
Mumbaiin which bollywood wins the match and amount goes to people suffering
from cancer.
3)Free outgoing calls for every 2 minutes allover India, conditions apply on that.
3) Chemist schemes- available to all chemist available in haryana- in which the
subscriber has to pay rent rs 100 pSper month the call charges will be rs 50 paise to
all mobile and free sms 50 in month.
4) SUMO WRESTLER USED- the company uses sumo in their ad, which says
prepaid ho to idea jaisa. Which means talk more pay less.
5) ONE INDIA ONE IDEA- in which you can call,sms,std at the rate of rs 1.but the
company deduct 1.25paise per day.
6) SMS package- in this the customer has to deduct rs 15 and company gives 1000
sms free for a month to customers.
36

37. 7) value-added services such as vernacular SMS (in 9 languages), games on the
mobile, a large covered area for pre-paid roaming,
8) Sending a Mail to any e-mail ID is so much easier. Just follow the simple steps and
send a mail to friend or a colleauge anywhere in the world from wherever you are.
9) You can read, compose, delete and reply to your Yahoo! e-mails
10) RING TONE SERVICES- idea provides ring tone service to its customers , the
company deduct rs 30 as a monthly rental. And you can apply any song as your ring
tones.
11) HARYANA- Idea Cellular Ltd has announced the Idea Girls Best Friend offer, an
opportunity to own a free dazzling real diamond pendant with every new post-paid
connectionon a plan of Rs 150 and above. The offer can also be booked through all
Idea and U showrooms. The existing post-paid customers can also avail themselves of
the offer
.
37

38. 12) Yahoodating -
Looking for a bit of romance in your life. Well, with Yahoo dating service you may
find the perfect partner you had always been looking for. To Register type Date Reg
ID Password Age Sex Location & sms at 8243.
13) YahooMail -
Sending a Mail to any e-mail ID is so much easier. Just follow the simple steps and
send a mail to friend or a colleauge anywhere in the world from wherever you are.
You can read, compose, delete and reply to your Yahoo! e-mail.
Haryana
Idea Cellular — the three way joint venture between Tata, Birla and US-based AT&T —
was called Birla Tata AT&T before being renamed in May 2002. It was set up in January
2001 following the merger of Tata Cellular and Birla AT&T Communications and is
India's leading cellular services provider.
BTNL provides fixed-line services to approximately 114,400 customers as of March 31,
2005 under the brand Airtel. BSNL also operates a fixed-line telephone service
within the same geographical area.
38

39. 39

40. IDEA_CELLULAR SERVICES
POPULATION1
As on March 01, 2006
18 million
MOBILE - SUBSCRIBER BASE2
As on March 31, 2006
928,38
FIXED LINE DELs3
As on March 31, 2006
983,89
VEHICLES4
As on March 31,1996
1,215,542
STATEMENT OF OBJECTIVE
Main objective
40

41. The MAIN objective of my project report is to study the marketing,strategy of
AIRTEL and idea Cellular service panipat city and its effect on mobile users
existing and who are going to use mobile service in future. In other words, my
aim is to study the
Sub objective
 TO know the customer perception
 To know which is the best
 To know the brand loyality
RESEARCH METHODOLOGY
This reseach presented has an exploratory type reseach plot . where I gathered
responses for those aspects in the market. Which were not so clear .In my
research I stsarted to take responses personally by visiting to the customers and
41

42. registered their response. I want to known the customer perception towards the
AIRTEL and IDEA. In my research I take 200 sample size. Whom I personally
registered their responses for each and every aspect related to the customers
perception.
The sample size for Customer was 150 where the Customers responses have
been collected from all the possible races and areas which were in my reach
while working on this research. The Customer responses registered here have
been collected from different Hangout Zones like restaurants , friends to get the
young responses. For some mature responses, I have approached some officials
so that some professional responses are collected. I have also contacted some
Shop Keepers and . Thus I have gathered the customer responses from all major
sections in n Society who are probably using an cellular service. The importance
of the project lies in the fact that we are interested to find Out the data which is
not so evident in the market because its related to perception of the customers
and this can be only analyzed when we personally meet the customers .
Data is collected from both the Primary sources i.e. questionnaire and also
from Secondary sources.
Primary sources: The primary source of data collection is through
questionnaire. The questionnaires are distributed among 200 peoples and their
view is recorded and used in analyzing the data
42

43. Secondary sources :The secondary sources includes online sites, newspapers
and templates from AIRTEL and IDEAdistributions centers
SAMPLE SIZE- 200
RESEARCH DESIGN – explanatory reserch
LIMITATIONS
 The responses collected are perception based so the nature variant can be
biasing factor.
 I was not able to cover the whole panipat city.
43

44.  The time for the research was limited.
 Money also become the constraint for me .
ANALYSIS AND INTERPRETATION
. Which connection you are using at present?
44

45. CLIENT USAGE
45% Airtel
55% idea
45

46. CONCLUSION
• Ther are total 55% persons which uses AIRTEL.
• And 45 % of the persons are using idea due to its good schemes.
• So, the conclusion is that majority of people are using airtel services because of
its more benefits than idea.
46

47. ANALYSIS
. Due to which reason you are availing mobile services?
40 40
35
30 30
25
20 20
15 No.
10 10
5
0
Status Office Family Other
use
47

48. CONCLUSION
In this graph we conclude that 40% people uses mobile for their status symbol.,
the 30% people uses mobiles for their office jobs, then the remaining 10 % and
20 % people uses mobiles for family or for the other purposes.
So, most of the persons takes mobile in them for their status symbolsand it is
also very useful in jobs , so many people takes mobile to easily contact with their
employers.
And lastly some people retain mobiles for many purposes other than that, it can
be for family , friends etc.
48

49. ANALYSIS
Do you think that advertising has changed your perception for
brand?
60 55
50
40
30
30
No.
20 15
10
0
Yes No Can't say
49

50. CONCLUSION
We conclude the conclusion from the graph that
• 55% of the peoples say that their perception changes due to the effect of
advertising.
• 30 % of the people say their perception about the cellular doesn’t changes due
to the advertising effectiveness of the company
• 15% percent of peop[le cant say about this.
50

51. ANALYSIS
How many are using Airtel and IDEA in Profession/Service
Details?
30
28
25
20 20
Service
15 Business
Students
12
Others
10 10 10
8
7
5 5
0
Airtel User IDEA
51

52. CONCLUSION
• AIRTEL USERS- from the above graph it is concluded that 12% uses for
service8% person uses airtel for the business puposes , 28 % students uses
in colleges and in school leveland lastly 7 % people uses for other
purposes
• IDEA USERS- 10 % people uses idea cellular in services , business man
uses 20% of services due to many schemes offered by idea remaining 10%
are used by students and 5% are used for others purposes.
52

53. ANALYSIS
Age Group users ?
Age Group
50
41
40
30
24 23
20 No.
12
10
0
Up to 20 21 to 40 41 to 60 Above
No. 24 41 23 12
53

54. CONCLUSION
• BETWEEN 0-20 AGE GROUP- from the graph we conclude that 24 % of the
people avail services of mobiles.
• BETWEEN 21-40 AGE GROUP- in this 41% of the people uses mobile
services
.
• BETWEEN 41-60AGE GROUP- in this 23 % of people uses service of
mobile phones in INDIA.
• ABOVE that age group only 12 % of people uses services.
ANALYSIS
54

55. what is the sex composition using the mobile phones?
SEX COMPOSITION
Sex
70 65
60
50
40 35
% No.
30
20
10
0
Male Female
55

56. CONCLUSION
• 65 % of the respondent are of the category male so we can say mobiles are
more popular among the male as youth are more attractive toward the
mobiles
• 35% of the respondent belong to the female class as today girls are also
in the jobs .
• the above we can say that what ever the sex is mobile is useful to every
of generation
ANALYSIS
56

57. Give rank to the following facilities while you are going to avail
the mobile service?
57

58. Others
Coverage
Roaming Others
Students
SMS
Business
Talk Time Service
Availability
0 5 10 15
58

59. Conclusion
• TALKTIME-7 % of service men give preference to the talk time,9 %
business man uses for talk time and the remaining 6% of students prefer
the talktimes in mobile.
• SMS-3% of business man use service of sms,12% of students uses sms and
remaining 4% service man uses that.
• Roaming-3% of students and service man give importance to the roaming
facality.and remaining 8% of business man give imp to roaming.
• COVERAGE-2% of students and business man takes coverage in teir mind
remaining 5 % of service man takes in his mind of coverage of the cellular
service
59

60. ANALYSIS
Do you think AIRTEL company is number 1 in INDIA
thanI DEA?
YES
NO
60

61. CONCLUSION
• The conclusion from the above graph is that 72 % of respondent say yes
that air tel is the number one brand in all respect
• The remaining 28 % of the people says that the idea cellular is the no 1
brand in India in all respect
• From above it concludes that AIRTEL leads way than the IDEA.in all
respect in INDIA.
61

62. ANALYSIS
Income Group (Monthly Income in Thousand Rs.)
None 34
Above 50 8
20 to 50 20
No.
5 to 20 28
Upto 5 10
0 10 20 30 40
62

63. Airtel idea
Consumer response for a better brand between AIRTELand IDEA
14
12 consu
merrs
responses
respon
10 ses
8
some personal 6
consumer
disappointment 4
with IDEA , they 2
prefer AIRTEL 0
IDEA AIRTEL
for following
Brands in comparison
reasons.
For the remaining responses the reasons are as follows:
63

64. REASONS NUMBER OF RESPONSES
1 AIRTEL is an established brand name 09
2 SCHEMES are given in time 04
3 network coverage is more. 05
4 product is better from idea 09
5 customer care attended in time 03
11) People’s first choice of cellular service when they want to
use mobile phone
64

65. AIRTEL 45% HUTCH 30% IDEA 8%
RELIANCE 10% TATA INDICOM 5% OTHERS 2%
AIRTEL
HUTCH
TATA INDICOM
RELIANCE
IDEA
OTHERS
CONCLUSION
65

66. From the above grapgh we conclude that 45 % of people like to avbil the services of
AIRTEl first time, remainng 30% of people like HUTCH services to avail, only 8% of
people LIKe IDEA because of the range problem. 10 % of people like reliance because of
the brand nameor low call rates. 5 % of people like tat indicom because of new mobile
people hasve less faith in that , but TATA has also brand name and offereing many
benefits . only 2 5 of people like other services like LANDLINE services, they have no
faith in mobiles.
ANALYSIS
Type of advertisement mostly like by people in AIRTEL
and IDEA is
66

67. AIRTEL IDEA
a) Audio a) Audio
b) visual B) visual
70
60
50
40
airtel
30 idea
20
10
0
audio visual audio
visual
CONCLUSION
67

68. • AUDIO- 10% of people says that they are effected by airtels audio adds, but
5 % of people are effected by ideas audio adds
• VISUAL- 35 % of idea adds visual has effect on consumers and airtels only
20% visual add has effect on tahat.
• AUDIO VISUAl- 70 % of people are well aware of adds come on
television , but in case of idea only60 % people has their effect causes due to adds
in television.
FINDINGS
The conclusion of my study is that AIRTEL’s Advertising has a major impact its
users. People like its schemes very much .AIRTEL had created a very good
68

69. image on the mind of the new users of cellular service. But in idea there is very
low advertisuing effectiveness on the consunmers.. airtel has adopted a very
good strategy by providing a new connection with NOKIA who is market leader
in mobile set, many new users buy Nokia sets and they get a free connection of
AIRTEL.
CONCLUSION
However AIRTEL is a established and IDEA is a growing name in the
field of mobile services still in a very short period of time reliance has
69

70. captured a huge market share because of handset financing and cheap
facilities such as SMS, call rate etc. In future, IDEA will surely give a
hard competition to AIRTEL as well as other mobile service
companies. In the same time, AIRTEL is also habitual in adapting
itself according to the market situation. Hence we can say that both
AIRTEL as well as IDEA will prove to be a benchmark for others in
future.
RECOMMENDATIONS
Airtel:
70

71. 1. Airtel should finance the handset like reliance but handset
restriction should not be there.
2. Advertisement should be meaningful and able to persuade the
customer.
3. Sale promotion technique should be used to survive in the market
and to increase the sale
4. Insurance should be provided.
Idea:
1. Mostly, customers have regular habit of changing their handsets,
which is not possible in case of reliance. So such kind of restriction
should not be there.
2. Advertisement should be meaningful and able to persuade the
customer.
BIBLIOGRAPHY
Books
71

72. Kotler, Philip : Marketing Management
Schiffiman, Leon. G. : Consumer Behaviour
Kothari, C.R. : Research Methodology
Magazines and Newspapers:
The Economics Times
Business India
Business World
Websites
www.ideaInfo.com
www.airtelworld.com
72