A

PROJECT REPORT ON
MARKETING STRATEGIES ADOPTED BY TELECOMMUNICATION
COMPANIES
SUBMITTED TO
BARODA INSTITUTE OF MANAGEMENT STUDIES
(AFFILIANTED TO SIKKIM MANIPAL UNIVERSITY)

IN THE PARTIAL FULFILLMENT FOR THE REQUIREMETN OF THE AWARD FOR

THE DEGREE OF

MASTER OF BUSINESS ADMINISTRATION

UNDER THE GUIDENCE OF

MR.NEERAJ NANDA SIR
(LECTURER AT BIMS)
PREPARED BY:
JASKARAN SINGH
DHAVAL SHUKLA

MBA II

nd

SEMESTER

LIST OF CONTENTS
NO

CONTENTS

PG
NO.

1
2
3
4
5

TELECOMMUNICATION MARKET IN INDIA

INDIAN CELLULAR MARKET
INTRODUCTION
PROMOTION STRATEGY
STRATEGIES ADOPTED BY VARIOUS

6
7
8
9

TELECOMUNICATION
ADVERTISEMENT & PROMOTION
TARIFF STRACTURE
MARKET SHARE
CONCLUSION

PREFACE
TRUE LEARNING IS BORN OUT OF EXPERIENCE AND
OBSERVATION.PRACTICAL EXPERIENCE IS ONE OF THE COST
TYPES LEARNING THAT ONE CAN REMEMNERS ASPECTS OF
ADMINISTRATION & MANAGEMENT.
IT WAS A GREAT EXPERIENCE TO GAIN THE KNOWLEDGE
ABOUT HOW MARKETING PLAYS ITS SIGNIFICANT ROLE IN
TELECOMMUNICATION
SECTOR.MARKETING
STRATEGIES
WORKS LIKE A BRAIN OF AN HUMAN BODY.THE MAIN
OBJECTIVE OF OUR STUDY IS TO UNDERSTAND VARIOUS
MARKETING STRATEGIES ADOPTED BY VARIOUS TELECOM
COMPANIES TO SURVIVE IN SUCH A COMPETITIVE CELL
PHONE INDUSTRY.
FORTUNATELY WE GOT THE WONDERFUL OPPORTUNITY TO
MAKE REPORT ON
THE MARKETING STRATEGIES OF THE
TELECOMMUNICATION
COMPANY(DOCOMO,AIRTEL,IDEA,VODAFONE,BSNL).

DECLARATION
WE MONIKA PATEL,NIKITA NASHIKKAR,JASKARAN SINGH,DHAVAL
SHUKLA STUDENT AT BARODA INSTITUTE OF MANAGEMENT STUDIES,
HERE BY DECLARE THAT A REPORT ON MARKETING STRATEGIES
ADOPTED BY TELECOMMUNICATION COMPANY ARE WORK OF OUR
OWN DEEDS.

PLACE: BARODA
DATE : 27th MAY, 2010
JASKARAN SINGH
DHAVAL SHUKLA

ACKNOWLEDMENT
We acknowledge the sincere assistance provided to us from several rather
unexpected quarters during the course of execution of this study. It would
be a mammoth task to place on record my gratitude to each and every one of
them but a whole hearted attempt would be made nevertheless, least we will
be branded ungrateful.

We are extremely thankful to MR.NEERAJ NANDA, for giving us an

opportunity to study various telecommunication MARKETING STRATEGY
and making our study a memorable learning experience.

EXECUTIVE SUMMARY

The

project

aims

at

understanding

the

Marketing

strategies adopted by various Telecom company and its

impact

on

the

perception

on

various

Cellular

Services.Research has demonstrated conclusively that it

is far more costly to win a new customer than it is to
maintain an existing one. And there is no better way to
retain a customer than to exceed his expectations. For
this purpose it is essential to know the level of customer
satisfaction.

The

focus

of

our

research

was

the

measurement of customer satisfaction level for the

services provided by various telecom services in India.
Our job was not only to represent the Corporate Sales
Dept. and collect the feedback from the clients but also
to get the major complaints resolved through internal
counseling. There can be no better opportunity to
interact with the external as well as the internal
customers of an organization. Finally the results of the
research verify the fact that keeping the customer
satisfied is the best strategy to not only retains the
existing customers but also to expand the business to
new horizons.

TELECOMMUNICATION MARKET IN INDIA

The Indian telecommunications Network with 250m telephone
connections is the fifth largest in the world and is the second largest
among the emerging economies of Asia
Contribution of telecom sector in terms of revenue is 2.1 % of GDP as
compared to 2.8% in developed economies.
Reforms in telecom sector began in 1980 with telecom manufacturing
being opened for private sector followed by national telecom policy(ntp)
in 1994 and 1999.

KEY PLAYERS IN INDIAN MARKET

1.
2.
3.
4.
5.
6.
7.
8.

Airtel
Vodafone
Spice
Bsnl
Docomo
Mtnl
Idea
Reliance

INDIAN MOBILE MARKET

23 circle for mobile service.

Circles are categorized into following:

-

Metros (4 largest cities)

A circle (states with highest
earning power)

B circle

C circle (states with least earning

power)

INDIAN CELLULAR MARKET

The Bharti Group, which operates in 23 circles, continues to be the

country's largest cellular operator, with 130 lakh subscribers. BSNL,
which operates in 22 circles, has a subscriber base of 37 lakh
subscribers. Thus BSNL stands second largest cellular operator in
terms of subscriber base at the end of the fiscal ending March 31,
2007, displacing Vodafone from the second position.

Vodafone, which operates in only eighteen circles, is the third largest

operator with a subscriber base of 100lakh. Unlike fellow public sector
undertaking, MTNL, which operates in Mumbai and Delhi, BSNL has
been a very aggressive player in the market. "Cellular operators who
expected BSNL to go the MTNL way, were taken by surprise and did
not take effective steps to counter it, till it was too late in the day," said
a telecom analyst.

Belying fears of a slowdown in cellular subscriber acquisitions, the cell

club has reported a 7.92% growth, the highest growth in any month
so far, during March 2005. Year-on-year, the cellular subscriber base

in the country has almost doubled in March 2005, and is expanding

at the rate of 25% per year thereafter.

The cellular subscriber club expanded by 21.31 lakh last month. This
is much higher than 5.9 lakh subscribers added in February 2005
and 2.13 lakh in January 2005. Idea, which operates in seven circles,
is the fourth largest operator with a subscriber base of 17.80 lakh,
higher than BPL's 11.31 lakh subscribers across four circles.

The subscriber numbers per operator drop sharply with the sixth largest
operator, Spice Communications, having a subscriber base of 9.40 lakh, followed
by Reliance Telecom's 8.9lakh subscribers. MTNL is the ninth largest operator,
with a base of 8.32 lakh subscribers.

While the subscriber base-jumped by 3.38% to 44.39 lakh in the

metros, subscriber base of category A circles of Maharashtra, Gujarat,
Andhra Pradesh, Karnataka and Tamil Nadu jumped by 10.18 % to
reach 43.64 lakh. Category B circles of Kerala, Punjab, Haryana, Uttar
Pradesh (West), Uttar Pradesh (East), Rajasthan, Madhya Pradesh and
West Bengal recorded a jump of 10.69%, with a total base of 33.74
lakh subscribers. Circle C has reported 12.74 % growth with
subscriber numbers jumping to 5.08 lakh.

Among the metros, while Mumbai added 1, 63,180 subscribers, higher

than the 1,58,646 added by Delhi, the Capital's cellular subscriber
base of over 80 lakh is still higher than Mumbai's 66.89 lakh.

While the cellular industry has been on roll for the first three quarters
of the previous financial year with an average of 16.75 lakh monthly
additions in the third quarter, the first two months of 2007 had seen
the growth slowing down.

STUDY OF OUR

PROJECT

INTRODUCTION

Airtel (Bharti Airtel Ltd.)

Bharti Airtel Limited was incorporated on July 7, 1995 for promoting

investments in telecommunications services.
Its subsidiaries operate telecom services across India. Bharti Airtel is
India's leading private sector provider of telecommunications services
based on a strong customer base consisting of 130 million total
customers, which constitute, 120.6 million mobile and 9.4 million
fixed line customers, as of March 31, 2010.
Airtel comes to us from Bharti Airtel Limited - a part of the biggest
private integrated telecom conglomerate, Bharti Enterprises. Bharti
provides a range of telecom services, which include Cellular, Basic,
Airtel, comes to us from Bharti Airtel Limited - a part of the biggest
private integrated telecom conglomerate, Bharti Enterprises. Bharti
provides a range of telecom services, which include Cellular, Basic
Internet and recently introduced National Long Distance.

 Bharti has also put its footsteps into Insurance and Retail segment in
collaboration with Multi- National giants.
Bharti is the leading cellular service provider, with a footprint in 23
states covering all four metros and more than 130 million satisfied
customers. Bharti adds 3 million users in April 2010.

S E R V I C

E S

Airtel Prepaid
Airtel Prepaid, the Ready Cellular Card from Airtel comes to you from Bharti
Enterprises, India's leading integrated telecom service provider. Going
mobile with Airtel Prepaid is a new way of life. With a host of great features,
also simple to use, Airtel Prepaid makes everything that you dreamt and
believed, possible.
Total Cost Control
You can control your Airtel Prepaid like never before. No more rentals or
deposits simply recharge as much as you need to from as low as Rs. 10, to
as high as Rs. 10,000/-.
Pre activated STD/ISD without deposits or rentals
You can now enjoy a pre-activated STD/ISD on your Airtel Prepaid. No more
paying deposits or having a minimum balance in your account to make an
STD/ISD call. Hassle-free calls are here to stay!
Strong Network Coverage
Enjoy complete clarity when calling with Airtels world-class technology and
unbreakable network coverage that spans over 23 circles across the country.
Instant Balance and Validity Enquiry
Your account balance is updated on the screen of your handset at the end of
each chargeable call. You can also call 123 from your mobile phone and

listen to the voice announcement or simply dial *123#, press 'OK' or 'YES'
button and your account balance will be displayed on the screen of your
handset.

Prepaid Roaming
Airtel Prepaid comes preactivated with 'National Roaming', so you stay
connected no matter wherever you are. You can also send or receive MMS,
check your email and access other GPRS services while roaming in India as
you would in your own city. While traveling abroad you can receive calls &
send or receive SMS.
SMS (Short Messaging Service)
Send messages quickly and easily using text, if it's too noisy to talk or you
don't have much time. It's the way to share those interesting one-liners,
important reminders and rib-tickling jokes, with anyone, anytime, anywhere
in the world.
Subscription Alerts
Get regular alerts on news, jokes, business, health and films on your Airtel
mobile phone with Subscription Services. SMS <SUB NEWS> to 3333 for
News, <SUB JOKE> for Jokes, <SUB BIZ> for Business News, <SUB SPO>
for Sports Alerts & <SUB VAASTU> for Vaastu tips.
MMS (Multi-media Messaging Service):
Jazz up your messages with pictures, images and video clippings, with MMS from
Airtel! To activate MMS on your phone, SMS 'MMS' to 56465.

Airtel Live!
Make your mobile the most happening entertainment destination with Airtel
Live! Airtel brings you the latest in entertainment and information services,
right on your phone device settings.
Hello Tunes
Tired of that boring old tring tring on your phone? Well now when a friend
calls, you can make them groove to the hottest new tracks burning up the
music charts with Hello Tunes from Airtel! You get a wide choice of songs in
the Popular & New Arrivals categories that are updated regularly. What's
more you can directly call the number for your kind of music, e.g. call
678005 for English New and 678001 for Hindi New. This would directly take
you to your favorite artist's Hello Tunes listing.
India and also over 160 countries, abroad.
GPRS - Roaming
Use Airtel Postpaid's GPRS services, while roaming, to access the internet
and office mails (e.g. BlackBerry services), from almost anywhere in India
and abroad.

PROMOTIONAL STRATEGY
The Bharti Mobile promoted Airtel cellular service will go in for repositioning
of its brand image. The new brand is portrayed in two distinct fashions - the
tag line "Touch Tomorrow", which underscores the leading theme for the new
brand vision, followed by "The Good Life", which underscores a more caring,
more customer centric organization. Aimed at re-engineering its image as
just

simply

cellular

service

provider

to

an

all

out

information

communications services provider, Touch Tomorrow is meant to embrace the

new generation of mobile communication services and the changing scope of
customer needs and aspirations that come along with it. The new
communication is about a new dimension in the cellular category that goes
beyond the Internet, SMS, roaming, IVRS, etc but which engulfs the whole
gamut of wireless digital broadband services that will constitute tomorrows
cellular services. The new campaign is in two phases - the first of which will
communicate overall brand philosophy and the second products and
services.

LIFE TIME PLAN

PRE-PAID card users need not worry anymore about recharging their
coupons every month. Company has launched a plan that allows users to
take a pre-paid connection with lifetime validity for a one time payment of
Rs. 249. Subscribers availing themselves of this scheme will also get full talk
time for the recharge coupon they purchase and also have the option to buy
Taiwanese manufactured Bird mobile handsets for as low as Rs. 999.

MARKETING MIX

4ps is also called marketing mix. 4ps consists of

Product

Price

Place

Promoti

PRODUCT

Airtel Pre-paid

Airtel Post-paid

Blackberry Wireless Handheld

Value Added Services (VAS)

The different value added services provided by Airtel are-

Instant Balance Enquiry

24Hr recharge Facility

Caller line identification

Call divert, Call wait & Call Hold

Multimedia messaging service (MMS)

Airtel Live Portal

SMS based Information Service

PLACE
It has wide and extensive presence even in the
remotest areas

 Airtel Customer Care Touch Points

Distributors like
E.g. Paan shops, grocery stores, chemists, outlet etc.

PROMOTION

 Large scale print and video advertising.

Big celebrities like SRK and Sachin are roped in to
endorse the product.

Airtel got its Signature tune from A.R. Rehman;

this signature tune is perhaps the most downloaded
tune in India.

Provides

innovations such

as Bollywood movie

premiers, music services such as ring back tones &

many more.
"Friends" pre-paid connection for youth," Ladies
Special" plan, seniors plan.
Executives corporate plan (First to give prepaid in
this category).
Special discounts in calling rates & sms services.
Providing wallpapers and screensavers on website

PRICING
Customer based pricing strategies.
Flexible pricing mechanism
Controlled by TRAI.

Vodafone Essar is the Indian subsidiary of Vodafone

Group and commenced operations in 1994 when its
predecessor Hutchison Telecom acquired the cellular
license for Mumbai.
Vadafone in India came with acquiring Hutchison
Essar limited.vadafine was officially launched on 21st
September 2007.
Vodafone is the world's leading international mobile
communications

group

with

approximately

341

million proportionate customers as on 31 March

2010. Vodafone currently has equity interests in 31
countries across five continents and around 40
partner networks worldwide.
Vodafone Essar, formerly known as Hutchison Essar
is a cellular operator in India that covers 23 telecom
circles in India based in Mumbai. Vodafone Essar is
owned by Vodafone 67% and Essar Group 33%.
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 with good presence in the metros.

Hutchison had policies like

Where ever you go, our network follows you.

Colourful and emotional adds
Without any brand ambassador
Changed promotion pattern of whole telecom
sector.

VADAFONE MARKETING
STRATEGIES

ZooZoo was created to promote the value added services (VAS) of

Vodafone. Vodafone was trying hard to capture the VAS Space
because it is a potential cash cow for cellular companies.
ZooZoo is a semi alien semi-human character living in an earthlike place (lot of which is left to the viewer's imagination).These are
very very simpers beings who are very expressive.
They laugh aloud, cry loud and have a child like simplicity around
them. We think many of us wanted to be such an expressive being
which makes ZooZoo very personal.
The success of ZooZoo is the success of minimalism and simplicity.
Although the production process of ZooZoo ads are not simple, as a
consumer. We were attracted to the simplicity of the concept and
the execution. ZooZoo also highlights the power of storytelling.
Each ads tells a very simple story. Afterall brands are made
through story telling.

 Vodafone has taken ZooZoo beyond advertising. The fanclub in the

facebook page of ZooZoo has already touched 70,000 and
counting.
The brand has come out with an interactive quiz that shows the
type of ZooZoo. Vodafone has benefitted immensely by this
campaign. It caught the attention and fancy of the consumers,
aroused curiosity, told stories and made people retell the story.

DOCOMO
DOCOMO is acting as an innovation that
improves a product or service in ways that
the market does not expect, typically by
being lower priced or designed for a different
set of consumer.

Indian Telecom space may not remain the

same in the near future. Tata DoCoMo is the
latest player in the industry to change the
way it works. They are offering a 1 paisa per
second tariff.

Tata DoCoMo is a joint venture between Tata

Teleservices, an Indian mobile operator and
NTT Docomo, a Japanese mobile operator.
The joint venture was initiated when NTT
Docomo bought a 26% stake in Tata
Teleservices in November 2008.
Tata DoCoMo may be the next one to employ
disruptive innovation in the Indian mobile
industry. Currently the game is not played on

the price front but Value added services

front, which is evident from the
advertisements of Airtel (Madhavan and
Vidya Balan) and Vodafone (Zoozoos).
Currently the industry works on a 60s pulse,
which means that even for a 1 second call,
the user is charged for the entire minute.
Tata DoCoMo is set to change all that. With a
1 second pulse and a 1p per second tariff,
the Industry can potentially shift to a
completely variable tariff rather than a step
tariff which is being implemented now.

Docomo followed Intensive marketing policy such

as:
First to introduce seconds tariff plan
Offering 1paise/6sec to any Tata network(Tata
indicom,virgin,Docomo)
It utilized brand image of Tata services.
Lowest call rates as compare to other operator.
Special Attractive schemes like: 21000 seconds
anywhere in India at just Rs.160.
Offering GPRS at lowest plan with best access
speed(256Kbps) at just Rs.48/month.

DOCOMO had trapped the subscriber with its

Seconds strategy as it is promoting all its scheme
with second pulse and not minutes

Tata Docomo had rightly focused on mindset of

Indian customer, by this they have attracted
large portion of Indian customer by exploring
seconds rather than minutes. In above
promotion, you can see that Docomo had not
mentioned minutes but they had mentions
seconds i.e.
of Rs.98.

500,000

seconds in front

IDEA CELLULAR
IDEA Cellular has licenses to operate in 11 circles. With a
customer base of over 20 million, IDEA Cellular has operations in
Delhi, Maharashtra, Goa, Gujarat, Andhra Pradesh, Madhya Pradesh,
Chattisgarh, Uttaranchal, Haryana, UP-West, Himachal Pradesh and
Kerala. IDEA Cellular's footprint currently covers approximately 45%
of India's population and over 50% of the potential telecom-market.
As a leader in Value Added Services, Innovation is central to IDEA's
VAS Factory. It is the first cellular company to launch music
messaging with 'Cellular Jockey', 'Background Tones', 'Group Talk', a
voice portal with 'Say IDEA' and a complete suite of Mobile Email
Services.
IDEA Cellular has the distinction of offering the most customer
friendly and competitive Pre Paid offerings, for the first time in India,
with 'Super Power', 2 Minutes Outgoing Free, Lifelong offer and other
segmented offerings like Women's Card. 'Lifetime Idea' is the first
and only loyalty program, for pre paid customers, introduced by a
Cellular brand.

SERVICES
VAS
1. Onmobile Asia Pacific Ltd
2. Cellebrum India Ltd
3. Siddhivinayak Astro Services Ltd.
4. Kodiak Ltd
5. Mauj

6.
7.
8.
9.

Net4nuts India Ltd

Yahoo
Rediff
Indiatimes

The entry

of Abhishek gave the brand a lot of eyeballs. The brand

had chosen a tagline An Idea Can Change Your Life " and the
entire brand communication was around this theme of ' an idea
changing the life '. Before Abhishek coming in the campaigns,
the brand had done a series of campaign highlighting the
positioning around the theme.

The major breakthrough for the brand came from the

campaign involving Abhishek as the Sarpanch (village
chief).
They also add in the campaign that AB HAR ADMI
NAAM SE NAHI APNE MOBILE NUMBER SE
PAHECHANA JAYEGA.

 The add was very effective as it gives notion that role of

cellular services is not limited to talking but it can be used
to educate our nation.

So, we can conclude that idea cellular had always

involved their promotion with some or other social
cause.

 BHARAT SANCHAR NIGAM LIMITED IS Worlds

7th largest & Indias No.1 Telecommunication
company.
47.3 million line basic telephone capacity, 4
million WLL capacity, 20.1 Million GSM
Capacity, 287 Satellite Stations, 7330
cities/towns and 5.5 Lakh villages.

MAIN OBJECTIVES
To

provide each & every village with

a telephone

 To

encourage development of
telecom facilities in remote, hilly,
tribal areas of the country.

To

make available affordable &

effective communications for the
citizens.

To

expand broadband, leased lines,

cellular , WLL services with the
state of the art technology

NEW INITIATIVES

WiMAX
IPTV
VOIP
PREPAID BROADBAND
3G
DATA CARD
ATTRACTIVE TARIFF

BSNL had Promoted its tariff plan ,so that it can

attract its customer by its tariff, special schemes

for calling, sms etc. we believe its catchy idea to

make subscribers aware about its products.

Its also wonderful promotion which explain about

new generation mobile i.e 3G.Bsnl had hit the
market with awesome tagline LIGHTINING

EXPERIENCE. It shows to have freedom of

ligtining power in your hand.

COMPARATIVE TARIFFS AND SPECIAL TARIFF BY

TELECOM SECTOR

WITHIN
OWN
NETWOR
K
OTHERS
STD
Roaming

DOCOMO

AIRTEL

BSNL

VADAFONE

IDEA

1paise/6s
ec

1paise/sec 20paise/m 1paise/sec Ipaise/sec

in

1paise/se
c
1paise/se
c
1paise/se
c

1.2paise/s 50paise/m 1.2paise/s

ec
in
ec
2paise/sec 1.40Rs/mi 2paise/sec
n
2paise/sec 1Rs/min
2paise/sec

1.2paise/s
ec
2paise/sec
2paise/sec

AS WE ARE ABLE TO SEE HOW TOUGH IS THE

COMPETION THAT ALMOST ALL TELECOM
COMPANY ARE OFFERING SAME TARIFF,BUT
THERE IS ONLY FIGHT BETWEEN HOW BETTER
YOU PROMOTE IN MARKET USING VARIOUS
TECHNIQUE OF ADDS.
TO MAKE BRAND POSITIONING, DOCOMO IS
FIGHTING VERY TOUGH AS COMPARE TO
OTHER TELECOM COMPANY.

 SO, ONLY ASPECT OF SUCCESS IS HOW YOU

IMPLIMENT MARKETING STRATEGY BECAUSE
WITHOUT MARKETING IT IS VERD HARD TO
SURVIVE IN THIS COMPETITIVE
ENVIRONMENT.

MARKET SHARE OF RESPECTIVE

COMPANIES

CONCLUSION
BRIEFLY WE CAN SAY THAT ALL TELECOM
PLAYERS MADE AN ATTEMPT FOR IDENTIFYING
THE INDIAN CUSTOMERS, INDIAN PEOPLES.AS
INDIAN MINDSET, AT OVERALL, IS MATERIALISTIC.
IT BELIEVES IN SOLID GAINS, THINGS, RATHER
THAN BECOMING GRAVITATED AT SHOWY THINGS
LIKE COLOURS OF HORDINGS AND ADDS THEY
FIRSTLY ALWAYS ASKS ABOUT RATES . ALL THE
OTHER THINGS COMES SECONDARYLY. EVEN
MULTINATIONAL CULTURE COULD NOT ATTRACT
THEM.
TAKE THE FINEST EXAMPLE FOR THIS.

DOCOMO .
EVEN MULTINATIONAL CULTURE COULD NOT
ATTRACT GUJARAT MARKET BY GUJARI TAG LINE
KEM CHHO GUJARAT , NAVU LAGE CHHE TU
GUJARAT, RATHER THAN PUNCHING ENGLISH

TAGS. DOESNT IT LOOK LIKE AN ODD?,

PARTICULERLY IN THIS ERA IN WHICH ENGLISH IS
DOMINATING EVERYWHERE ? OR IF THEY PEOPLE
ARE NOT AWARE ENOUGH OF THIS ?
THE FACT IS THAT THEY ARE DOING THIS WITH
VERY THROUGH UNDERSTANDING, AND
OBSERVATION OF THE MINDSET OF THE PEOPLE,
WHICH IS BEING TRANSFORMED NOWADAYS. AND
ALSO THE CHANGING MAREKETING WORLD, ITS
NOTIONS.
AN ANOTHER OBSERVATION WE HAVE MADE IS
THE ONE ABOUT THE MULTINATIONAL
COMPANIES. NONE OF THEM HAS STEPED IN TO
THE MARKET WITH OWN LEGS. EACH ONE USED
TO HAVE JVS WITH ANY OF THE EXISTING INDIAN
COMPANIES. IT MAY BE FOR THE LACK OF A
THROUTH KNOWLEDGE OF INDIAN MARKET.

AND THEN AFTER THEY ALL HAVE ADOPTET A

PENETRATING POLICIES, TO SNATCH THE
PORTION OF THE MARKET FROM OTHER DEALERS.
THEY USED TO APPLY THIS AT PAYING ANY COST
FOR IT, EVEN AT MAKING LOSS ALSO.
MOST OF THE PROMOTIONAL STRATEGIES
REVOLVED AROUND CAPTURING THE YOUNGER
GENERATION WHO FORMED A MAJOR PART OF
THE TARGET MARKET. CELEBRITY
ENDORSEMENTS, SPECIAL SEASON OFFERS,
FESTIVAL DISCOUNTS, AND INNOVATIVE
ADVERTISEMENT CAMPAIGNS WERE USED BY THE

CELLULAR SERVICE PROVIDERS AS TOOLS TO

PUSH BACK THE COMPETITION AND INCREASE
THEIR MARKET SHARE.
AFTER HAVING STEPED UP IN TO THE INDIAN
MARKET THE COMPANIES GENERALLY CHANGE
THEIR POLICY. THEY USE TO SHIFT THEIR
POLICIES ACCORDING TO THE PORTIONS OF THE
SOCIETY. AND HAVE MADE THEMSELVES LIKE
SKIMMING THE CREAM FROM THE MILK. I.E. THEY
SUCCESSIVELY INCREASE THEIR RATES.
LIKE VODAFONE HAS DONE. IT IS
PROVIDING A BEST NETWORK CONNECTIVITY, BUT
CHARGES MORE THAN THE OTHERS. IT MEANS IT
HAS MADE HIMSEIF ONLY FOR THE UPPER CLASS
OF THE PEOPLES WHO IS IN NEED OF
CONNECTIVITY ANYWHERE HE GOES.