Study and Comparative Analysis of

Special Loyalty Program run by telecom

operators

Submitted By

RITESH GOYAL

UNDER THE GUIDANCE OF

Prof. Sunita Srivastavac

A PROJECT SUBMITTED IN PART COMPLETION OF

PGDM TO THE

Chetana·s Institute of Management &

Research

Bandra (East), Mumbai 400 051.

July 2010
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 DECLARATION

This is to declare that the study presented by Ritesh Goyal to

Chetana·s Institute of Management and Research, in part
completion of the PGDM under the title ´Study and Comparative
Analysis of Special Loyalty Program run by telecom operatorsµ
had been done under the guidance of Prof. Sunita Srivastava,
HOD (Marketing) - Chetana·s Institute of Management &
Research, Bandra (East), Mumbai and Mr. Amit Doria, Product
Manager - Vodafone Essar Digilink Ltd.

Ritesh Goyal

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 CERTIFICATE

This is to certify that the study presented by RITESH GOYAL to

the Chetana·s Institute of Management and Research, in part
completion of the PGDM under the title ´Study and Comparative
Analysis of Special Loyalty Program run by telecom operatorsµ
has been done under the guidance of Mr. Amit Doria, Product
Manager - Vodafone Essar Digilink Ltd.

The project is in the nature of original work that has not so far
been submitted for any Diploma of Chetana·s Institute of
Management & Research or any other University / Institute.
References of work and related sources of information have been
given at the end of each chapter.

Prof. Sunita Srivastava, Dr. M. V. Deshpande

HOD (Marketing) - CIMR Director - CIMR

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 ACKNOWLEDGEMENT

The Project Title ´Study and Comparative Analysis of Special Loyalty

Program run by telecom operatorsµ has been conducted by me during 19th
May, 2010 to 18th July, 2010 at Vodafone Essar Digilink Ltd. I have
completed this project, based on the Primary research under the guidance
of Mr. Amit Doria, Product Manager - Vodafone Essar Digilink Ltd. Jaipur
and Prof. Sunita Srivastava, Chetana·s Institute of Management &
Research, Bandra (East), Mumbai.

I owe enormous intellect debt towards my guides Mr. Amit Doria and Prof.
Sunita Srivastava who have augmented my knowledge during my project
course. They have helped me learn about the process and giving me
valuable insight.

I am obliged to all those who have assisted and guided me during the
course of research. My increased spectrum of knowledge in this field is the
result of their constant supervision and direction that has helped me to
absorb relevant and high quality information.

I would like to thank all the respondents without whose cooperation my

study/project would not have been possible.

Last but not the least, I feel indebt to all those persons and organizations
which have provided helped directly or indirectly in successful completion
of this study.

Dated: RITESH GOYAL

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V apter 1: Introduction 3

1.1)c Introduction to Vompany«««««««««««««««««««««««««««. 4

1.1.1) Global Telecom Industry: Overview «««««««««««.................... 4
1.1.2) An Introduction ± Indian Telecom Industry««««...««««««.......... 8
i.c Reform in Telecom Sector««««««««...«««««««««.. 9
ii.c Major Players«««««««««««««..«««««««........... 10
iii.c Important Milestones««««««««««.«««««««............ 11
1.1.3) Vodafone Essar Ltd««««««««««««««..««««................... 13
1.1.4) Vodafone Group plc««««««««««««««.««««................... 15
1.1.5) Essar Group«««««««««««««««««.««««................... 16
1.1.6) History««««««««««««««««««««««««««......... 16
1.1.7) Milestones««««««««««««««««««««««««««... 18
1.2)c Objective of Study««««««««««««««««««««««........................ 19
1.3)c Scope of Study«««««««««««««««««««««««««................. 20
1.4)c Justification of Study««««««««««««««««««««««««.......... 20
1.5)c Limitation of Study«««««««««««««««««««««««................. 21
1.6)c Structure«««««...«««««««««««««««««««««««««... 22


V apter 2: Literature Review 24

2.1)c About Topic««««««««««.««««««........................................................ 25

2.2)c Telecom Industry««««««««««««««.««««««............................... 25
2.3)c Vurrent Scenario«««««««««««««.«.«««««««.......................... 29
2.4)c Future Projections««««««««««««.«..««««....................................... 30
2.5)c Importance of Sc emes«««««««««««««...«.««««««««««.. 31
2.5.1)c Loyalty Programs««««««««««««««««««««««««.. 32
2.5.1.1) Vodafone- Score Kya Hai«««..«««««««««««. 33
2.5.1.2) Idea ± Rajwada««««««««..««««««««««.. 43
2.5.1.3) Airtel ± Navratna«««««««.««««««.................... 50

2.6)c General Terms and Vonditions««««««««««««««««««««««.. 64

2.7)c General Privileges & Benefits««««««««««««««««««««««... 66

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V apter 3 Met odology and Analysis 67

3.1)c Met odology««««««««««««««««««««««««««««««. 68

3.2)c Researc Tec nique«««««««««««««««««««.................................. 70
3.3)c Vomparison of Vodafone SKH wit Airtel Navratna«««««««.«««««««. 71
3.3.1)c Parameters in terms of Likes / Dislike««««««««««««.................... 76
3.3.2)c Degree of Significance««««««««««««««««.««««««... 80
3.3.3)c Data Analysis«««««««««««««««««««««««.«««.. 81
3.4)c SWOT Analysis of SKH««««««««««««««««««............................... 82

V apter 4 Vonclusion of Report 83

4.1) General Finding««««««««««««««««««««««««.................... 84

4.2) Interpretation«««««««««««««««««««««««««.................... 84
4.3) Recommendation««««««««««««««««««««««««««««.. 87
4.4) Vonclusion«««««««««««««««««««««««................................ 88

V apter 5 Bibliograp y 89

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V apter 1: Introduction
Fig 1.1: Distribution of global Mobile Services Revenues«««««««««««« 6
Fig 1.2: Subscriber Base of Top 20 Operators in World««««««««««««.. 7
Fig 1.3: Organisation Structure of Vodafone Essar Ltd««««««««««««.. 14
Fig 1.4: Map s owing Vodafone Enterprise footprint«««««««««««««. 15

V apter 2: Literature Review
Fig 2.1: Market S are ± Rural and Urban«««««««««««««««««« 26
Fig 2.2: Wireline Market S are - Rural and Urban««««««««««««««. 27
Fig 2.3: Wireless Market S are - Rural and Urban««««««««««««««. 28
Fig 2.4: Wireless Operators Market s are«««««««««««««««««« 28


V apter 3 Met odology and Analysis

Fig 3.1: Vomparison of Vategory System««««««««««««««««««.. 72
Fig 3.2: Vomparison based on Point / Runs System««««««««««««««. 73
Fig 3.3: Vomparison on activation system«««««««««««««««««.... 74
Fig 3.4: Vomparison on Bonus Vard System««««««««««««««««« 75
Fig 3.5: Vomparison on Tertiary Points / Runs«««««««««««««««« 76
Fig 3.6: Vomparison based on party««««««««««««««««««««.. 77
Fig 3.7: Vomparison based on Gifts««««««««««««««««««««.. 78
Fig 3.8: Vomparison based on program««««««««««««««««««« 79
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V apter 2: Literature Review

Table 2.1: Subscriber Base and Teledensity ± Rural and Urban«««««««««. 26
Table 2.2: SKH Second Rec arge v/s Runs«««««««««««««««««.. 36
Table 2.3: SKH Bonus Vard«««««««««««««««««««««««.. 39
Table 2.4: Bonus Vard sold v/s Runs«««««««««««««««««««« 40
Table 2.5: Rajwada Points System««««««««««««««««««««« 46
Table 2.6: Rajwada Vriteria System««««««««««««««««««««.. 47
Table 2.7: Rajwada Prices System«««««««««««««««««««««. 48
Table 2.8: Navratna Points System««««««««««««««««««««« 54
Table 2.9: Navratna Privileges««««««««««««««««««««««... 57

V apter 3 Met odology and Analysis

Table 3.1: Degree of Significance«««««««««««««««««««««.. 80
Table 3.2: Analysis is on t e basic of Degree of significance and Liking / Disliking««81

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V apter 1: Introduction
1.7)c Introduction to Vompany
1.1.1) Global Telecom Industry : Overview
1.1.2) An Introduction ± Indian Telecom Industry
iv.c Reform in Telecom Sector
v.c Major Players
vi.c Important Milestones
1.1.3) Vodafone Essar Ltd
1.1.4) Vodafone Group plc
1.1.5) Essar Group
1.1.6) History
1.1.7) Milestones
1.8)c Objective of Study
1.9)c Scope of Study
1.10)c Justification of Study
1.11)c Limitation of Study
1.12)c Structure

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2.8)c About Topic
2.9)c Telecom Industry
2.10)c Vurrent Scenario
2.11)c Future Projections
2.12)c Importance of Sc emes
2.5.2)c Loyalty Programs
2.5.1.1) Vodafone- Score Kya Hai (SKH)
2.5.1.2) Idea ± Rajwada
2.5.1.3) Airtel ± Navratna

2.13)c General Terms and Vonditions

2.14)c General Privileges & Benefits

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India to reac 600m mobile connections by 2011*

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affordability of andsets w ic will limit consumption to no more t an 150 million by 2011´

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1.1) About Vodafone Score Kya Hai (SKH)

1.2) Selection of Retailers
1.3) Registration process
1.3.1) Registration met od

1.4) Base of Target

1.4.1) Runs System

a)c Activation Vount:

b)c Revenue (rec arge)
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c.3) Bonus Vard sold v/s Runs

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1.6) Reward and Recognition
1.7) Vurrent Status
1.8) Party Details

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2.2) Registration process
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3.7.3) Ferns µN¶ Petals (FNS)

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3.5)c Met odology

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