The document provides an overview of the telecom sector in India and marketing strategies of major telecom companies. It discusses the rapid growth of the telecom sector in India due to government policies and entrepreneurship. It then summarizes the key services and marketing strategies of major players like Bharti Airtel, Reliance Communications, Vodafone, and BSNL to gain customers and market share. The objectives and methodology of the study are also outlined which involves primary research through surveys to analyze customer preferences and challenges faced by telecom companies.

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Chapter – 1
Introduction

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 Marketing Strategy is a process that can allow an organisation to concentrate its
resource on the optimal opportunities with the goals of increasing sales &achieving a
sustainable competitive advantage. Marketing strategy competitive advantage.
Marketing strategy includes all basic &long-term activities in the field of marketing
that deal with the analysis of the strategic initial situation of a company & the
formulation, evaluation &selection of market-oriented strategies &therefore
contributes to the goals of the company & its marketing objectives.
 TELECOM SECTOR IN INDIA
At present more than 10 million Indian are using mobile and telecom
services network, which continues to grow at a blistering pace.
The rapid growth in telecom sector can be attributed to the various pro-active &positive
policy measures taken by the government as well as the dynamic &entrepreneurial spirit of
the various telecom service providers both in private &public sector. The telecom sector has
shown impressive growth during the past decade.
We are in the era of entertainment through mobile handsets. Downloading a ring tone,
watching your favourite movies of tracking cricket score, sending messages, doing internet
and chatting, the list of activity that you can do using your cell phone is endless. To
supplement stagnant voice revenues In both data &value added voice service. Airtel,
Vodafone & Idea have deep rooted presence in the Indian Telecom sector through their
wide product offerings & excellent distribution networks.
The real aim of this project is to study the effectiveness &responses towards marketing
strategies adopted by Airtel, Vodafone and Idea. But many sub objectives are also included
under this project so as to make it comprehensive one.
The Indian telecommunications Network with 250m telephone connections is the fifth
largest in the world &is the second largest among the emerging economies Of Asia.
This study report based on basic principles in the telecom sector that affect the company’s
profit margin. In today’s scenario Companies trying to reduce prices. In this completion
making profit is a big issue. This study is based on the comparative analysis of major
companies.
In this we found that in which services companies can reduce our cost & make profit
through them.
This research based on primary data so I have selected 40 telecom stores. This is a primary
research that conducted in Kolkata area. Through a questionnaire data had collected. And
according to the questionnaire(example: what type of benefit you are getting by using this

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connection?, what type of GPRS package do you use?, what mobile connection do you use?
Etc. ) I have done analysis of telecom player’s services that they provided to the customer as
well as retailers.
Retailer is the representative of telecom companies & also has the knowledge about the
customer’s preference & demand. That is the reason to choose retailer for research. Here
we can found huge audience feedback.
Finally data analysis shows the result about the services of telecom companies. It can be for
match the level of all India.
In this research I tried to make effective factors so companies can analyze their situation
amongstvthevother player. They can get an idea for launch new services.
I hope it will be beneficial for them & I also expect that report make sense for the telecom
players.
 SELECTION OF THE TOPIC:
Today mobile connection is the most valuable thing to connect person to person.
It will help to develop communication with various places in our country as well as whole
world. Each mobile connection has some marketing strategy to build up their marketing &
fulfil the user’s demands. This is the reasons to select this topic.
 REVIEW OF LITERATURE:
Arindam Mukherjee (March,2006) takes out various case studies like Vodafone,
Maxis, Telecom Malaysia, Tatatele etc. to study the rising interest of foreigners for
investment in Indian telecom industry. Various reasons of stemming growth can be rising
subscribers base, rising tele density, rising handsets requirement of huge capital, high
growth curve on telecom, changing regulatory environment, conducive FDI limits in telecom
sector.
Narinder k Chhiber(2008)the mobile communication technology is evolving rapidly
in the world as more people demand mobile services with longer bandwidth new innovative
services like connectivity anywhere, anytime for feature like TV, Multimedia,Interoperability
& seamless connectivity with all types of protocols &standards, while the 3G 75 services are
yet to fully come up. Serious discussion on 4G has started. WLAN hot spot have made
inroads along with 3G to offer an alternative form of mobile access.

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Kalpana &Chinnadurai(2006)in their study titled “Promotional Strategies of cellular
Services: A customer Perspective” analyzed that the increasing competition & changing
taste &preferences of the customers all over the world are forcing companies to change
their targeting strategies. The study revealed the customer attitude & their satisfaction
towards the cellular services in Coimbatore city.
 OBJECTIVES:
1. To know the challenges faced by the mobile companies.
2. Identify the factors that affect company’s growth.
3. Identify the consumer perception about the company.
4. To know the consumers preference for specific product.
5. Identify the cost reduction factors that are less in use.
 METHODOLOGY:
Area of the study:
The area of this study was conducted in the geographical location around North,
Central, South Kolkata.
The analysis was convened at locations namely:
 Sealdha-Big Bazaar
 Beliaghata-sales Tax
 Phoolbagan/kakurghachi-Pantaloons
 Griahat –South city Mall
 Esplanade
Sample:
30 individuals were surveyed by the Researcher at mentioned locations.
Type of Study:
Survey type of study.

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Tools for data Collections:
Questionnaire form interviewing twenty individuals by the researcher.
Methodof Analysis:
Quantitative method of analysis.
LIMITATIONS OF STUDY:
 Time was short for preparing the questionnaire &daily
involvement of interviewing people.
 Cost involved in preparing questionnaire due to heavy Xerox
cost, printing cost travelling to different location for data
collection & interviewing individuals.
 Time constraints of individuals as people were no t ready to
answer the entire question due to their time constraints.
 Due to the lack of time this survey only covers urban areas
people, not cover rural area people.
 Only thirty individual’s opinion in this work of project.

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Chapter: 2
Conceptual
framework/National and
International Scenario

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1. Bharti Airtel
2. Reliance Communications
3. Vodafone-Essar
4. BSNL
1)Bharti Airtel:
 Bharti Airtel Limited is a leading integrated telecommunications company with
operations 20 countries across Asia &Africa. Headquartered in New Delhi, India the
company ranks amongst the top 5 mobile service providers globally in terms of
subscribers. In India , the company’s product offerings include 2G,3G,&4G services,
fixed line , high speed broadband through DSL, IPTV,DTH, enterprise services
including national international long distance services to carriers. In the rest of the
geographies, it offers 2G,3G mobile services. Bharti Airtel had over 246 million
customers across its operations at the end of the December 2013.

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Highlights:
 Now go BYOD without compromising data security with airtel’s Dynamic Mobile
Exchange Solution
 Bharti Airtel launches its first Report for India operations
 Education is now available anytime, anywhere with Airtel m Education
 Bharti Airtel to Observe Silent period from December31,2013
 On 12th December 2013,enjoy a day of great shopping deals on www.airtel.in
 Bharti Airtel bags top honours at Telecom Leadership Forum 2013
Company Overview:
Bharti Airtel, incorporated on July 7 ,1995 is the flagship company of Bharti Eterprises.The
Bharti Group, has adverse business portfolio &has created global brands in the
telecommunication sector. Bharti Airtel, is Asia’s leading integrated telecom services
provider with operations in India &Srilanka. Bharti Airtel has been at the forefront of the
telecom revolution &has transformed the sector with its world-vlass services built on
leading edge technologies.
Bharti Enterprises is one of India’s leading business groups with interests in telecom, retail,
and manufacturing, agri business &financial services. Bharti has recently forayed into retail
business as Bharti Retail Pvt.Ltd.under a Moue with international venture with EL Rothschild
Group to export fresh agri products exclusively to markets in Europe & USA &has launched
Bharti AXA life Insurance Company Ltd under a joint venture with AXA, world leader in
financial protection wealth management.
Bharti Airtel is India’s largest integrated & the first private telecom services providers with a
footprint in all the 23 telecom circles. Bharti Airtel since its inception has been at the
forefront of technology & has steered the course of the telecom sector in the country with
its world class products &services.
The business at Bharti Airtel has been structured into three individual strategic business
units (SBU’s)-Mobile Services, Airtel Telemedia Services Enterprise Services. The mobile
business provides mobile& fixed wireless services using GSMtechnology across 23 telecom
circles while the Airtel Telemedia Services business offers broadband & telephone services
in 95 cities and has recently launched India’s best Direct-to-Home(DTH) service, Airtel digital
TV. The Enterprise services provide end- to-end telecom solutions to corporate customers
&national & international long distance services to carriers. All these services are provided
under the Airtel brand. Airtel’s high-speed optic fibre network currently spans over 90,205
kms co covering all the major cities in the country.

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The company has two international landing stations in Chennai that connects two
submarine cable systems-i2i to Singapore & SEA-ME-WE-4 to Europe.
Bharti Airtel (Singapore) Private Limited, a wholly owned subsidiary was incorporate on 2nd
April, 2007&will obtain a license to enable interconnecting the i2i cable with other
submarine cable systems landing in Singapore to provide increased onward connectivity to
US West Coast & also to cater connectivity requirements in Asia Pacific &for carrying the
business of international Calling Card Services.
Products & services offered by the company:
1 )Mobile
a. Prepaid
b. Post-paid
2)Broadband&internet
a. Speed on demand
b.Airtel PC secure
c.Airtel Net PC
d.IPTV
3)Digital TV
4)Data &IP Solutions
5)WirelessInternet
a. Data Card
b.USB Modem
6)Email on thego
7)Calling Cards

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Achievements/recognition:
 Bharti Airtels has been awarded the ‘Best Cellular Service Provider’ &’Best
Broadband Service Provider’ at the 2008 V&D 100Awards.
 Bharti Airtel has been voted as India’s most innovative company, in a survey
conducted by The Wall Street Journal.
 Airtel has been voted the 2nd Most Trusted Service Brand in the Annual Economic
Times-Brand Equity, Most Trusted Brand Survey.
 Airtel has won the Platinum Trusted Brand Award in the Mobile Service providers
category in the Reader’s Digest Asia Trusted Survey.
 Airtel bagged ‘Wireless Service Provider of the Year’ awarded at the 2008 Frost&
Sullivan Asia Pacific ICT Awards.
 Voted India’s most innovative company- in a survey conducted by The Wall Steet
Journal in 2008
 Winner of the “Gallup Great Workplace Award”-Gallup Consulting,2008
 “2nd Most Trusted Service Brand”-Annual ECONOMIC Times-BRAND Equity, Most
Trusted Brands Survey2008
 ‘Best Content Service’ Award for its Farmer Information Dissemination platform
for Bharti Airtel’s joint venture with IFFCO,IKSL,(IFFCOKisanSamachar)-World
Communications Awards 2008
 Best Carrier India for innovative products & services & efficient cost models &the
Ovum Telco-Transformation award recognizing philosophy & execution of a
successful outsourcing strategy at the Telecom Asia Awards 2008
 Sunil Bharti Mittal was awarded the GSM Association Chairman’s Award
2008.The highest honour in global telecom sector, recognize his tremendous
contribution it the development of India’s telecom sector
Bharti Airtel has received the prestigious Business world-FICCI-SEDF Corporate Social
Responsibility Award 2009-2010.
Performance chart of last five years
(http://search.ft.com)
Comment: in the year 2009* company had good performance but in the year 2010 company
performance rate is downward. All though in the year 2011*company reached their highest
performance but again the company performance rate is fell down and the year 2013 company has
average performance rate.

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2)Reliance Communications:
Company Overview:
Reliance Communications is the flagship company of Anil Dhirubhai Ambani Group (ADAG)
of companies. Listed on the National Stock Exchange & the Bombay stock Exchange, it is
India’s leading integrated telecommunications company with over 5 million customers.
The Late Dhirubhai Ambani dreamt of a digital India-an India Where the Common mab
would have access to affordable means of information & communication. Dhirubhai, who
single-handedly built India’s largest private sector company virtually from scratch,had stated
as earky as 1999:”Make the tools of information & communication available to people at an
affordable cost. They will overcome the hand clips of illiteracy & lack of mobility”.
It was with this belief in mind that Reliance communications (formerly Reliance Infocom)
started laying 60,000 route kilometres of a pan –India fibre optic backbone. This backbone
was commissioned on 28 December2002, the auspicious occasion of Dhirubhai’s 70th
birthday, though sadly after his unexpected demise on 6th July, 2002.
Reliance Communications has a reliable, high-capacity, integrated (both wireless &wire line
& convergent (Voice, data &video) digital network. It is capable of delivering a range of
service spanning the entire infocom (information & communication) value chain, including
infrastructure & services-for enterprises as well as individuals, applications, &consulting.
Today, Reliance Communications is revolutionising the way India communicates &
networks, truly bringing about a new way of life.
R Com’s business encompasses a complete range of telecom service covering mobile & fixed
line telephony. It includes broadband, national & international long distance services & data
services along with an exhaustive is to achieve customer delight by enhancing the
productivity of the enterprises & individuals it serve.

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Business area of the company:
1. WIRELESS- The company is mainly engage the business of Wireless, Broadband, Rural
Communication, Reliance world, IDC, Carrier Business & Infrastructure Business.
2. Reliance Mobile- With over 85 million subscribers across India, Reliance Mobile is
India’s LARGEST MOBILE SEVICE BRAND. Reliance Mobile Services now cover over 20,000
towns, 5lakh villages &counting.
3. Reliance Mobile World- The Reliance Mobile World suite of Reliance Mobile is
unique java-based application. Its uniqueness lies in the fact that it enables complex
Internet application to be introduced in mobile phones effectively &quickly.
4. Broadband- The successful rolling out of real broadband Services across the nation
marks the second chapter of Reliance Communication’ commitment to usher in a digital
revolution in India.
 E-education
 Digital Workplaces
 E-healthcare
 Integrated Enterprises Solution
5. Rural Communication- Reliance Communications is committed to bringing about a
complete revolution in rural telephony. With this goal set high on its agenda, it has initiated
a mammoth expansion plan to reach out to four lakh villages across the length & breadth of
the country.
 VillagepublicTelephone
 Rural CommunityPhone(RCP)
 Rural HouseholdDELS
6. IDC- Reliance is India’s largest Internet Data Center (IDC) SEVICE PROVIDER, HOSTING
BUSINESS CRITICAL APPLICATIONS OF Indian & foreign blue chip companies, financial
institutions &other important organisations. Reliance Internet Data Canters are truly world
class Level 3 (HIGHEST) IDC facilities, with more than 200,000 sqft of hosting space.
7. Reliance World- Reliance World (formerly Reliance Web World) is a world-class
nationwide chain of retail outlets for products & services of the Reliance-Anil Dhirubhai
Ambani Group.It is designed to give the customer a delightful experience of the digital world
of information, communication, entertainment & utility services.

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Achievements/Recognition:
 First to launch Blackberry 8830 World Edition Smartphone in India.
 Reliance Communications’ Flag Telecom Awards U.S.Dollar 1.5 Billion (Rs 600 core)
Turnkey Contract to Construct Flag Next Generation Networks Submarine Cable.
 Reliance BIG TV expands channel bouquet with 10new channels.
 Reliance Communications adds a record 3.3 Million wireless customers in February
2009
 Reliance COMMUNICATIONS CLOCKS 11.3 MILLION new subscribers in January-
March.
 Reliance Communication launches ‘NETCONNECT Broadband Plus’ –India’s fastest
wireless Internet Service.
 Reliance Communications adds a record 5 Million New Subscribers in January2009
 Reliance Mobile enhances value proposition for its GSM customers with Lifetime
Offer.
 Reliance Mobile launches GSM Services in Delhi.
 RCOMlaunches Unique Customer Experience Programme.
 RCOMfirst listed Indian Telecom Company to reward shareholders.
 Reliance Infocom introduces first ever auction facility on Mobile phones through R
World.
 Reliance Infocombags the CDMA Development Group’s 3G CDMA Industry
Achievement Award for International Leadership.
 Introduces Railway Ticket booking from R World data applications suite of Reliance
India Mobile.
 Reliance Infocom introduces WORLD Card –a Prepaid International calling card for
affordable &convenient ISD calls from India.
 Launches India’s first wireless Point of sale (POS)
Performance chart of last five years
(http://search.ft.com)
Comment: inthe year 2009* companyhad goodperformance rate butlast 3 years company
performance rate fell down.Inthe year2013 companyhas average performance rate.

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3) Vodafone:
Company Overview:
Vodafone brings together voice & data, wireless & wire line to help my business harness
power of total communications solutions.
At Vodafone we are dedicated to helping your business become more efficient &
productive. We focus on providing value through our high-quality, innovative solutions, and
let our customers do the talking & what they are saying is that VODAFONE IS Most Trusted
Service Brand in India.
 Combining fixed line, mobile & data services to deliver a total communications
package.
 Leveraging more than 85000 km of state-of-the-art fibre optic network,26000 km of
DWDM on ASON with 3-path protection, & over 400 GBPS backbone bandwidth to
provide national connectivity you can depend on.
 Using our global expertise from operations in 31 countries to help you overcome your
challenges & save on your international roaming bills.
 Assigning a dedicated account manager to each Enterprise customer to act as a single
point of contact for all your telecom needs & work with you to understand your
business & recommend the solutions best suited to your needs.
 Offering a unique Spend Tracker tool that allows you to pay bills, analyze trends &
manage all your company’s telecom connections from a single desk.
 Helping you to find more efficient ways of doing business through connectivity,
thereby enhancing your productivity & generating value for your organization.
 Vodafone launched at now 24x7 Internet.
VODAFONE GROUP PLC is a British multinational telecommunications company
headquartered in LONDON &with its registered office in Newbury, Berkshire. It is the
world’s second-largest mobile telecommunications company measured by both subscribers
& 2011 revenues (in each case behind China Mobile),&had 439 million subscribers as of
December 2011.
Vodafone owns & operates networks in over 30countries & has partner networks in over 40
additional countries .Its Vodafone Global Enterprise division provides telecommunications &

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IT services to corporate clients in over 65 countries. Vodafone also owns 45% of Verizon
Wireless, the largest mobile telecommunications company in the United States measured by
subscribers.
Vodafone has a primary listing on the London Stock Exchange & is a constituent of the FTSE
100 Index. It had market capitalisation of approximately £ 89.1 billion as of 6th July 2012,the
third-largest of any company listed on the London Stock Exchange. It has a secondary listing
on NASDAQ.
The name Vodafone comes from voice data fone, chosen by the company to “reflect the
provision of voice & data services over mobile phones”.
Products and services:
Products promoted by the Group include Vodafone live!, Vodafone Mobile Connect USB
Modem, Vodafone Connects Friends, Vodafone Euro traveller, Vodafone Freedom packs,
Vodafone at Home, Vodafone 710& Amobee Media Systems.
Mobile money transfer service:
In March 2007, Safaricom, which is part own by Vodafone &the leading mobile
communication provider in Kenya, launched a mobile payment solution developed by
Vodafone’s M-PESA is aimed at mobile customers who do not have a bank account, typically
because they do not have access to a bank or their income to deposit & withdraw cash via
local agents, and transfer money to other mobile phone users via SMS.
By February 2008, the M-PESA money transfer systemin Kenya had gained 1.6million
customers. By 2011 there were fourteen million M-PESA accounts by which held 40% of the
country’s savings. Following M-PESA’s success in Kenya, Vodafone announced that it was to
extend the service to Afghanistan.
The Afghanistan launch was announced a worldwide partnership with Visa. TO INTRODUCE
A Vodafone mobile Wallet, initially in Germany, The Netherlands, Spain,Turkey & the UK
.”The Vodafone mobile wallet represents the next stage of the Smartphone revolution,”
says Vittorio Colao, Vodafone’s group CEO. This will enable Vodafone subscribers to pay for
goods & services using their mobile phones instead of coins & banknotes.
Corporate affairs:
In a period of just short of twenty years from its initial offering the company had just three
Chief Executive in July 2008. Each of his predecessors made a personal contribution to the
development of the Company.
Sir Gerald Whent, at that time an Executive Racal Electronics plc, was responsible for the bid
for a UK Cellular Network licence. The Mobile Telecoms division was de-merged, &was
floated on the London Stock Exchange in October1988 and Sir Gerald became Chief

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Executive of Racal Telecomplc. Over the next few years the company grew to become the
UK’S Market Leader, changing its name ti Vodafone Group plc in the process.
ArunSarin was the driving force behind the Company’s move into emerging markets such as
Asia &Africa, through the purchases such as that of Turkish operator Telsim,& a majority
stake in Hutchison Essar in India.Faced with increased competition, &penetration rates
above 100% in the more mature European markets, he saw it necessary to diversify from
being a mobile-only business into a company which provided all telecommunications
services. This has seen Vodafone launch DSL & other fixed-line services in markets such as
Germany &the UK.
Performance chart of last five years
(http://search.ft.com)
Comment: the companycontinuouslyincrease theirperformancerate andin2013* company
performance rate ishighest.

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4) BSNL (Bharat Sanchar Nigam Limited):
Company Overview:
Bharat Sanchar Nigam Limited (abbreviated BSNL)is an Indian state-owned
telecommunications company headquarter in New Delhi, &fourth largest mobile telephony
provider in India, is also a provider of broadband services. However, in recent years the
company’s revenue & market share plunged into heavy losses due to intense competition in
Indian telecommunications sector.
BSNL is India’s Oldest & largest communication service provider (CSP).It had a customer
base of 95 million as of June 2011.It has footprints throughout India except for the
metropolitan cities of Mumbai & New Delhi, which are managed by Mahanagar Telephone
Nigam(MTNL).
Services:
BSNL provides almost every telecom service in India. Following are the main telecom
services provided by BSNL:
 Universal Telecom Services: Fixed wire line services & landline in local loop
(WLL) using CDMA Technology called bfone & Tarang respectively. As of June
30, 2010, BSNL had 75% market share of fixed lines.
 Cellular Mobile Telephone Services: BSNL is major provider of Cellular
Mobile Telephone services using GSM platform under the brand name Cellone
&Excel (BSNL Mobile).As of June 30,2010 BSNL has 13.50% share of mobile
telephony in the country.
 WLL-CDMA Telephone Services: BSNL‘s WLL (WIRELESS IN LOCAL LOOP)
service is a service giving both fixed line telephony Mobile telephony.
 Internet: BSNL provides Internet access services through dial-up connection
(as Sancharnet through 2009) as prepaid, Net ones post-paid & ASDL broadband
as BSNL Broadband BSNL held 55.76%of the market share with reported
subscribers base of 9.19 million Internet subscribers with 7.79%of growth at the
end of March2010.Top 12 Dial-up service providers based on the subscribers
base ,It also Providers Online Games via its Games ON Demand(GOD).
 Intelligent Network(IN):BSNL offers value-added services ,such as free
phone Service (FPH),India Telephone Card (Prepaid Card),Account Card Calling
(ACC),Virtual Private Network (VPN),Tele-voting, Premium Rae
Service(PRM),Universal Access Number(UAN).

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 3G: BSNL OFFERS THE ‘3G’ OR THE ‘3RDGENERATION’ services which includes
facilities like video calling, mobile broadband,liveTV,3G Video portal, streaming
services like online full length movies & video on demand etc.
 IPTV: BSNL ALSO OFFERS THE ‘Internet Protocol Television’ facility which
enables watch television through internet.
 FTTH: Fibre To The Home facility that offers a higher bandwidth for data
transfer. This idea was proposed on post-December2009
 Helpdesk: BSNL’S Helpdesk provide help desk support to their customers for
their services
 VVoIP: BSNL,long with saiinfosystem-an Information & Communication
Technologies (ICT) providers-has launched Voice & Video Over Internet
Protocol(VVoIP).This will allow to make audio as well as video calls to any
landline, mobile, orIP phone anywhere in the world,provided that the requisite
video phone equipment is available at both ends.
 WiMax:BSNL has introduced India; first 4th Generation High-Speed Wireless
Broadband Access Technology with the minimum speed of 256bit/sec. The
focus of this service is mainly rural customer where the wired broadband facility
is not available.
History:
BSNL then known as the Department Of Telecommunications had been a near monopoly
during the socialist period of the Indian economy. During this period, BSNLwas the only
telecom service provider in the country. MTNL was present only in Mumbai & Newdelhi.
During this period BSNL operated as a typical state-run organisation, inefficient, slow,
bureaucratic, &heavily unionised. As a result subscribers had to wait for as long as five years
to get a telephone connection. The corporation tasted competition for the first time after
the private telecom service providers; BSNL has subsequently tried to increase efficiencies
itself. Dot veterans, however, put the onus for the sorry state of affairs on the Government
policies, where in all state-owned service providers were required to function as mediums
for achieving egalitarian growth across all segments of the society. The corporation (then
DoT), however, failed to achieve this & India languished among the most poorly connected
countries in the world. BSNL was born in 2000 after the corporatisation of DoT.
Vinod Vaish, then CHAIRMAN OF The Telecom Commission made a very bold decision to
promote younger talent from within the organisation to take up a leadership role &
promoted the older leaders to a role in licensing rather than in managing the operations of
BSNL. The efficiency o the company has since improved; however, the performance level is
nowhere near the private players.
The corporation remains heavily unionised & is comparatively slow in decision making & its
implementation, which largely acts at the instances of unions without bothering about
outcome. Management has been reactive to the schemes of private telecom players.

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Though it offers services at lowest tariffs, the private players continue to notch up better
numbers in all areas, years after year. BSNL has been providing connections in both urban &
rural areas. Pre-activated Mobile connections are available at many places across India.
BSNL has also unveiled cost-effective broadband internet access plans (Data One) targeted
at homes & small businesses. At present BSNL enjoy’s 60% of market share of ISP services.
Year of Broadband 2007:
 2007 was declared as “Year of Broadband” in India & BSNL announced plans for
providing 5 million broadband connectivity by the end of 2007.BSNL upgraded Data
one connections for a speed of up to 2 Megabit/Sec without any extra cost. This 2
Megabit/Sec broadband service was provided by BSNL at a cost of just US$ 11.7 per
month (as of 21 July 2008 & at a limit of 2.5GB monthly limit with 0200-0800 hrs as
no charge period). Further, BSNL is rolling out new broadband services such as triple
play.
BSNL is a pioneer of rural telephony in India. BSNL has recently bagged 80% of
US$580m (INR2, 500croes) Rural Telephony project of Government Of India.
On 20th March 2009 BSNL advertised the launch of BlackBerry services across its
Telecom circles in India. The corporation has also launched 3G services in select
cities across the country.
As of December 2011, many other private operators have started rolling out their 3rd
Generation (aka 3G) services alongside & are enjoying some success in their
campaigns to get market share. While BSNL still maintains its connectivity standard
& expands to many more areas including rural areas with their 3G services. Also the
network infrastructure has been upgraded from to provide 3.6 Mbit/sec to 7.2
Mbits/sec. It is enjoying a slow but somewhat stay success in gaining market shred in
this regard.
The introduction of MMP (Mobile Number portability) which is an service that lets
the consumer change wireless service providers while retaining their actual mobile
number, BSNL has seen many customers opting or this service to move away from
the services to other operators. Despite this as the Indian Wireless markets grows
BSNL Still has a loyal base of subscribers & many more subscribers being added to it
every day. This provides customer services for 95 million as of June 2011.
Bsnl performance chart not available on internet.

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Chapter: 3
Presentation of Data, Analysis
and Findings

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MOBILE CONNECTIONPREFERENCE:
1. What mobile connectiondo you use?
Findings:
 Above39% users arewith old & private telecom like AIRTEL.
 Above36% users like VODAFONE.
 Above17% users like new comers or other telecomco.
 About 8% are with Govtsector BSNL.
Analysis:
 Private service providers are dominant in the market
39%
36%
17%
8%
Connection preference
Airtel
Vodafone
Reliance
Bsnl

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CUSTOMERDECISIONING PATTERN:
2 .What kind of benefit you are getting by using this
connection?
Findings:
 Call rates are of prime importance in decisioning of network
preference.
 SMS comes second in decision taking through people are
considering GPRS
Analysis:
 Talk time and SMS are the mostdeciding factors in choosing a connection
GPRS is becoming important in recent times
39%
36%
17%
8%
Connection preference
Airtel
Vodafone
Reliance
Bsnl

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GPRS (General Packet Radio Service)FACILITY:
3. What types of GPRS packs do you likes most?
Findings:
 Weekly and monthly pack for GPRS usageis high.
Analysis:
 People prefer monthly and weekly packs dueto moreusage of social
Networking sites, Google Maps and internet browsing
0%
10%
20%
30%
40%
50%
60%
70%
80%
Weekly Monthly Daily yearly

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4. Are you satisfied with the customer care service of your
connection?
Findings:
 Customer rate and are awareof Customer services of the telecom
companies Finds importance in Customer serviceand deliverables.
Analysis:
 Customer considers Customer services of a company in decision making.
0%
10%
20%
30%
40%
50%
60%
70%
80%
Airtel Vodafone Reliance Bsnl

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Chapter: 4
Conclusion &
Recommendations

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1) Mobile Network market in India is growing in a fast pace & has changed the lifestyle
of Indians.
2) Most of the people are with Airtel & VODAFONE just because of their good
connectivity. Now a day’s some others connections are also built up their own
market.
3) Now a days talk time & sms are the most popular factors in choosing a connection. In
recent times GPRS also is becoming more popular.
4) Now most of the people are prefers monthly & weekly GPRS packs just because of
they are always connected with some social networking sites & goggle maps.
5) Some of the people are ready to upgrade their connections facilities to go the next
level of technology (like 3G).
6) Customer care facilities are also more valuables things to each user.
The mobile networking companies are vying for the top slot and to harness the new
consumer segment which is growing everyday with INDIA being one of highly populated
country of the world and new consumer growing with high usage of mobiles among the
population.
The user segment stretches from school going kids to elderly citizens.
In my assessment of the study I understood that we cannot have all the good things in a
single connection but every company is trying to give something extra than their
competitor.
My recommendation to the consumer would be to read all the details of the services
assured by the telecom companies and be sure of their commitment values. Recently in
India we have heard about scams in telecom and big player going out of service due to their
lack in commitment values.

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Bibliography:
BOOKS AND JOURNALS:
The Reference Books Author
 Marketing anGlobal Introduction Armsstrong Gary,
Global Edition, April 2011 Kotler Philip
 Essential Guide toMarketing Planning Bark Wood Marian
(2nd
edition), Pearson education, June2010
 Brilliant Marketing(2nd
Edition) Pearson Hall Richard
Education, March 2012
 A Framework for Marketing Management, Kotler Philip,
Pearson Education, Third Edition2007 Lane Kevin
 Marketing Management-Prentice Hall 2004 Winer Russells
REFERAL SITES:
1) info.shine.com/company/Bharti-Airtel/305.aspx
2) en.wikipedia.org
3) www.netmba.com/marketing/market/analysis
4) www.studymode.com
5) www.ask.com
6) Google SearchEngine
7) Bing SearchEngine