Summer training Project report On

“COMPARATIVE ANALYSIS OF THE MARKETING STRATEGIES OF VODAFONE & AIRTEL”

Submitted for the partial fulfillment of the award Of

Master of Business Administration DEGREE
(Session 2011-2013)

SUBMITTED BY:Anurag kumar
ROLL No. 1103270028

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UNDER THE GUIDANCE OF
Internal Guide: Ms Alok Singh Department of Management ABES ENGINEERING COLLEGE GHAZIABAD

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AFFILIATED TO

MAHAMAYA TECHNICAL UNIVERSITY, NOIDA

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Candidates Declaration/Certificate

I hereby declare that the Work which is being presented in this report entitled “comparative analysis of the marketing strategy of airtel and vodafone is an authentic record of my work carried out under the supervision of Mr Alok Singh The matter embodied in this report has not been submitted by me for the award of any other degree.

Dated

ANURAG KUMAR Department: MBA

This is certifying that the above statements made by the candidate are correct to the best of my knowledge.

PROF. RAKESH PASSI (Head of Department) Date : …………………..

Mr. ALOK SINGH Designation: Assistant Professor Department: MBA Date:……………………

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ACKNOWLEDGEMENT I ANURAG KUMAR sincerely thankful to all those people who have been giving me any kind of assistance in the making of this project. Alok Singh for his essential arrangement of a fruitful environment for research I express my gratitude to Dr. I express my gratitude to SATYAM COLLEGE OF MANAGEMENT GHAZIABAD. I would hereby. I am also thankful to authority of Airtel & Vodafone for providing me the information (ANURAG KUMAR) 4 . make most of the opportunity by expressing my sincerest thanks to all my faculties whose teachings gave me conceptual understanding and clarity of comprehension. Credit also goes to all my friends whose encouragement kept me in good stead. . which ultimately made my job more easy. Last of all but not the least I would like to acknowledge my gratitude to the Respondents without whom this survey would have been incomplete. both ably and successfully towards the completion of the project. I wish my heartier thanks to principal management Prof. Amit Kumar Pandey who has through her vast experience and knowledge has been able to guide me. Their continuous support has given me the strength and confidence to complete the project without any difficulty.

Bibliography 13. Need of the study 06.Suggestion & Conclusion 11. Recommendations 12. 2627 28-42 45-63 64-72 73-74 75 76 77-81 82-87 2 3 4 5-25 05. Objectives of the study 07. Customer response towards Questionnaire 13. Introduction • • • • Telecom sector in India Airtel Vodafone Comparisons of marketing strategies between Airtel & Vodafone. 01. SWOT analysis 10. Acknowledgement 02. Research Methodology 08. Annexure 5 . Declaration 04. Data Analysis and Interpretation 09. Contents 03.CONTENTS Page No.

Two striking features of this growth viz. but there is and increases in share of rural subscribers from 33% to 33.INTRODUCTION Telecom Sector in India The 125 million telephones network is one of the largest communication networks in world. According to a recent report released by Telecom Regulatory Authority of India (TRAI). increasing preference for mobile phones and higher contribution of private sector in the incremental growth have predominated the telecom sector.79%.67%. The rapid growth in the telecom sector can be attributed to the various pro-active and positive policy measures taken by the government as well as the dynamic and entrepreneurial spirit of the various telecom service providers both in private and public sector. The share of mobile phones (including WLL mobile) has overtaken the share of landlines with 62% in the total number of phones.39% resulted in increase in number of subscribers to 806.21%. The telecom sector has shown impressive growth during the past decade. Overall Tele-density in India is now 67. The private sector's contribution is also increasing rapidly. 6 .13 million in January 2011 from 787.28 million in December 2010. which continues to grow at a blistering pace. A growth of 2. the total number of telephone subscribers in India crossed 800 million marks. however there is a decrease in share of urban subscribers from 67% to 66.

50 million in December 2010 to 538.Network Expansion: Subscription in Urban Areas grew from 527. The overall Urban tele density has increased from 147. It was an exclusive provider of domestic and longdistance service that would be its own regulator (separate from the postal system). History of Indian Telecommunications started in 1851 when the first operational land lines were laid by the government near Calcutta (seat of British power). Rural subscription increased from 259. Telephone and Telegraph (PTT). The growth of Rural Subscription (3.67 and Rural tele density increased from 31.74. Indian telecom industry has the highest growth rate in the world.38 million at the end of January 2011.06%). With a growth rate of 45%.07%) is higher than the Urban Subscription (2. all the foreign telecommunication companies were nationalized to form the Posts.78 million to 267. After independence in 1947. India has nearly 200 million telephone lines making it the third largest network in the world after China and USA. The telecom industry is one of the fastest growing industries in India. Telephone services were introduced in India in 1881. The first wind of reforms in telecommunications sector began to flow in 1980s when the private sector was allowed in telecommunications equipment manufacturing. In 1883 telephone services were merged with the postal system.18 to 32.11. Department of Telecommunications (DOT) was established. a monopoly run by the government's Ministry of Communications. Indian Radio Telegraph Company (IRT) was formed in 1923.88 to 150. Telecom sector was considered as a strategic service and the government considered it best to bring under state's control. In 1986. two wholly government-owned companies were created: the Videsh Sanchar Nigam Limited (VSNL) for international telecommunications and Mahanagar Telephone Nigam Limited (MTNL) for 7 . In 1985.

and Cellular Services. and compensate them for reduction in tariffs on airtime. account for almost 90 per cent of revenues from basic services. The GSM sector is dominated by Airtel.end services. private services focus on the business/corporate sector. closed user group and videoconferencing. The state operators (BSNL and MTNL). However. In 1990s. Vodfone-Hutch. examples of telecom revolution in many other countries. In 1997. TRAI was formed to act as a regulator to facilitate the growth of the telecom sector. while the CDMA sector is dominated by Reliance and Tata Indicom. Cellular operators get substantial revenue from these services. New National Telecom Policy was adopted in 1999 and cellular services were also launched in the same year. Opening up of international and domestic long distance telephony services are the major growth drivers for cellular industry. Telecommunication sector in India can be divided into two segments: Fixed Service Provider (FSPs). telecommunications sector benefited from the general opening up of the economy. and Idea Cellular. Private sector services are presently available in selective urban areas. and collectively account for less than 5 per cent of subscriptions. high. such as leased lines. ISDN.service in metropolitan areas. led Indian policy makers to initiate a change process finally resulting in opening up of telecom services sector for the private sector. Cellular services can be further divided into two categories: Global System for Mobile Communications (GSM) and Code Division Multiple Access (CDMA). National Telecom Policy (NTP) 1994 was the first attempt to give a comprehensive roadmap for the Indian telecommunications sector. national or domestic long distance and international long distance services. Telecom Regulatory Authority of India (TRAI) was created. and offer reliable. Also. Fixed line services consist of basic services. which 8 . which resulted in better quality of service and lower tariffs.

Check out the chart below to know Service Providers’ share in net additions during the month of January 2011. international long distance. The reduction in tariffs for airtime. 9 .along with rental was the main source of revenue. which is the highest in terms of subscriber addition in January 2011. and handset prices has driven demand Wireless Service: In Wireless (GSM. national long distance. CDMA & FWP) segment airtel added 3301379 new subscribers.

Subscriber-additions-Jan-2011 Wire line Subscribers: In Wireline Segment BSNL still rules the market with 72.91% share of the total market. 10 .

Highlights of Telecom Subscription Data as on 31st January 2011 11 .

The Broadband subscriber base has increased from 10.67% and the rural tele density is 32.22% market share.66 million. Private operators hold 87.21 million in January 2011.92 million in December 2010 to 11. two PSU operators hold only 12.88% of the wireless market share where as BSNL and MTNL.11%. The proportion of VLR subscriber is approximately 71.67% during January 2011. Active subscriber base in VLR is 548.74%.14% of the total wireless subscriber base reported by the service providers. The wireless tele density is 64. The urban tele density is 150. 12 .Teledensity: Tele density in India has reached 67.

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turnkey telecom solutions for enterprises and national & international long distance services to carriers. bharti airtel has been ranked among the six best performing technology companies in the world by business week. Airtel is the largest cellular service provider in India in terms of number of subscribers. Bharti Airtel owns the Airtel brand and provides the following services under the brand name Airtel: Mobile Services (using GSM Technology). Bharti Airtel formerly known as Bharti Tele-Ventures LTD (BTVL) is the largest cellular service provider in Indi a. DTH. with more than 110 million subscribers as of 2009. It also offers fixed line services and broadband services. The company offers mobile voice & data services. Long Distance Services and Enterprise Services (Telecommunications Consulting for corporate). It has presence in all 23 circles of the country and covers 71% of the current population (as of FY07). IPTV.SAIRTEL “Bharti Airtel limited is a leading global telecommunications company with operations in 19 countries across Asia and Africa. high speed broadband. Broadband & Telephone Services (Fixed line. Internet Connectivity (DSL) and Leased Line). fixed line. single-country mobile operator and sixth-largest integrated telecom operator. With this.” Airtel is a brand of telecommunication services in India operated by Bharti Airtel. Bharti is now the world's third-largest. It offers its 14 . bharti airtel had 200 million customers across its operations.

will become the chief executive of the international business group from 1st of April 2010. The company also provides telephone services and Internet access over DSL in 14 circles.6% share of the wireless services market. The mobile business provides mobile & fixed wireless services using GSM technology across 23 telecom circles while the Airtel Tele media Services business offers broadband & telephone services in 95 cities and has recently launched a Direct-to-Home (DTH) service.Mobile Services. It also acts as a carrier for national and international long distance communication services. In India. Bharti Airtel is the 3rd largest in-country mobile operator by subscriber base. Globally.4% for Vodafone Essar. Deputy Chief Executive Sanjay Kapoor will replace Mr. which connects the submarine cable connecting Chennai and Singapore. The company provides end-to-end data and enterprise services to the corporate customers through its nationwide fiber optic backbone. ISP and international bandwidth access through the gateways and landing station.7% for Reliance Communications and 17. Airtel Tele media Services & Enterprise Services. the company has a 24. Airtel Digital TV. Kohli and will be the CEO with effective from April 1 2010. The businesses at Bharti Airtel have always been structured into three individual strategic business units (SBU's) . Shahrukh Khan is the brand ambassador of the mobile company and Kareena Kapoor and Saif Ali Khan are the brand ambassadors of the DTH Company. In January 2010. He will be overseeing Bharti's overseas business. joint managing director and chief executive of Indian and South Asian operations. behind China Mobile and China Unicom. followed by 17.TELECOM services under the Airtel brand and is headed by Sunil Bharti Mittal. The company has a submarine cable landing station at Chennai. 15 . company announced that Manoj Kohili. VSATs. last mile connectivity in fixed-line and mobile circles.

Airtel will launch its services in all 13 license circles. Bharti Airtel (Mobile Services). said reporters that by the end of this month. announced launch of its 3G services in capital city of India. The company also deploys. Coimbtore. Mysore. Bharti Infratel and Indus Towers are amongst top providers of passive infrastructure services in India. Atul Bindal. Jaipur. Begaluru. owns and manages passive infrastructure pertaining to telecom operations under its subsidiary Bharti Infratel Limited. Chennai and Manipal. Bharti Infratel owns 42% of Indus Towers Limited. Udipi. New Delhi and in NCR as well. 16 .Bharti Airtel. Airtel is already operating 3G mobile telephone in 7 other cities in India namely.

Vodafone was launched on 1 January 1985 and later that year Racal Strategic Radio was renamed Racal Telecommunications Group Limited in 1985. Vodafone Essar provides2G services based on 900 MHz and 1800 MHz digital GSM technology. From this it seems Vodafone will initially offer free 3G trial before formally announcing its 3G data plans. In this arrangement Racal owned 80%. on 29 December 1986 17 . Hence VO represented voice and DA symbolized data — yielding the name Vodafone. previously Hutchison Essar is a cellular operator in India that covers 16 telecom circles in India Despite the official name being Vodafone Essar. offering voice and data services in 16 of the country's 23 license areas. A year later. Millicom 15% and Hambros 5%.VODAFONE ESSAR Vodafone Essar. with the Vodafone name being derived from the firm's goal of establishing a voice and data services over cellular telecommunication networks. its products are simply branded Vodafone. Vodafone itself was formed in 1982 as a joint venture between Racal Electronics plc's subsidiaries Racal Strategic Radio Ltd (who won one of two UK cellular telephone network licenses) along with Millicom and the Hambros Technology Trust. It offers both prepaid and postpaid GSM cellular phone coverage throughout India and is especially strong in the major metros. The network was known as Racal Vodafone.in. Vodafone has not revealed any details of its 3G data plans but its customers can experience 3G by filling a form available on vodafone.

This represents a quotation mark within a circle. a service provider with 21 stores. in a defensive move. In September 1988 the company was again renamed Racal Telecom and on 26 October 1988 Racal Electronics floated 20% of the company — a flotation that valued Racal Telecom at GB£1.7 billion. In July 1996 Vodafone acquired the two thirds of Talkland it did not already own for £30. Because of the high bidding prices as none of the operator was able to secure the 3G Spectrum 18 . trailing Bharti Airtel and Reliance Communications. During the mix 1990s Vodafone began to consolidate itself on the British high-street. In a similar move the company acquired the 80% of Astec Communications that it did not own. a 181 store chain whose customers were overwhelmingly using Vodafone's network. With the 'O's in the Vodafone logotype being opening and closing quotation marks. Essar Group has an option to sell its entire stake to Vodafone for $5 billion by May 2011.6 million. Vodafone owns 67% of Vodafone Essar. Vodafone purchased Peoples Phone for £77 million. with India’s Essar Group holding the remainder. On 19 November 1996. Vodafone was the highest bidder to acquire the 3G License after the Bharti Airtel tele ventures. suggesting conversation Vodafone Essar has about 116 million 2G customers in India.Racal Electronics bought out the minority shareholders of Vodafone for GB£110 million. In 1997 Vodafone introduced its new corporate Speechmark logo. This made Vodafone a very visible presence on the British high street and significantly increased the company's share of UK mobile customers. On 16 September 1991 Racal Telecom was demerged from Racal Electronics as Vodafone Group and the mobile telephony giant was born.

Vodafone acquired the 3G Spectrum license for 2. To announce the launch of its 3G offering. “Zoo zoos" in Vodafone TV ads for IPL may resemble animated cartoon characters with an alien look or simply a stupid egg-head character with disproportional white bodies and black dots for eyes and mouth. the Zoo Zoo has become 'Super' Zoo Zoo to communicate faster. dressed in white costumes that are stuffed with foam to portray the characters. Zoo zoo. Delhi. have been created by O&M for Vodafone to convey different value added services offered by the mobile phone company including phone Backup. 19 . Haryana. Tamil Nadu. Regions where Vodafone will provide 3G Spectrum services Mumbai . Vodafone once again used its famous mascot. And to denote the huge shift in technology from 2G to 3G. smarter and better services with Vodafone 3G. The characters are such that they lead simple lives. Maharashtra. But the interesting part is that Zoo zoos are not animated characters but are actually slim women actors from local Mumbai theatres. Kolkata. Uttar Pradesh East.for all circles. As these circles are considered to be the most important in Telecom Revenue generation since Vodafone Essar Group generates 67% of its revenue from the above circle. Gujrat. etc. speak insane and incomprehensible language and move in a certain way with human emotions.5 Billion US Dollars which is approximately 11. in case you haven't seen them yet. These Zoo zoo characters.617 crore Indian Rupees. This was something which was created purely out of textbook and is totally an Indian idea. cricket alerts. West Bengal.

told Afaqs that they only had women – and occasionally children – as their main cast to keep the hands and legs thin of the Zoozoo characters. 20 .Prakash Varma. who directed the Vodafone ZooZoo commercials.

Vodafone has been giving tough competition to Bharti Airtel. Vodafone is the second largest player and share holder in Communication sector. Bharti Airtel holds the lion share of market of communication sector.COMPARISON OF MARKETING STRATEGIES BETWEEN • The sub main purpose of this report is to compare the marketing Strategies adopted by Bharti Airtel and its rival Vodafone • The comparison shows how both of the companies have been challenging each other to gain market shares. Captured 22% market share in one month of its first launch of postpaid subscription in 2002. Why Comparisons of Airtel with Vodafone • • • • • • Bharti Airtel is the leader in telecommunication sector. • With a different technology Vodafone creates its own market. However. 21 .AD. Since its launch Vodafone has been adopting aggressive marketing strategies The comparison shows how Hutchison Essar Telecom.

• • Vodafone Today deals in every business of communication sector. Vodafone making and changing the strategies to capture the market shares 22 .

BRAND POSTIONING BY AIRTEL Market segmentation: • • • Geographical segment (metropolitans & cities India). Positioning: • • • Creating brands (Sharukh khan & Sachin Tendulker). Ads and promotions. Promotion for study of poor children’s. Demographic segment . Poor or middle income group people. People age group of 20 to 28 year. Youngsters in big cities. Businessmen. Target marketing: • • • • People who living in cities and towns. Marketing Mix: • • • • Price Place Product Promotion : : : : low price strategy maximum outlets and service centers verities available for various groups various schemes for pre-paid and post-paid 23 .middle income groups.

Targeting youngsters in metropolitans Vodafone attracts youngsters by offering colorful handset at very low prices. 24 . By offering cheap and light mobile sets Vodafone attracts most of the customers of small villages and towns. Free support and services: In every district and big towns Vodafone opens its service centers to provide better support and Services. In every small town the potential customers can easily purchase the Vodafone SIM & Sets. The cost for these sets was Rs-799-849-1099\set and onward. Strong logistics and supply chain: Vodafone has a strong logistic and supply all over India. Offering cheap handsets: Vodafone offers cheap and free connections to all customers.MARKETING STRATEGIEG OF VODAFONE Vodafone target the Rural Areas: The main targeted customers of Vodafone are from rural India.

maximum outlets and service centers. 25 .middle income groups Target marketing Target Marketing: • • • • People living in small towns and villages. verities available for various groups.BRAND POSTIONING BY VODAFONE Market Segmentation: • • Geographical segment (rural India) Demographic segment . various schemes for pre-paid and post-paid. Businessmen • Positioning: • • Creating brands Ads and promotions Marketing Mix: • • • • Price Place Product Promotion : : : : low price strategy. Poor and middle income groups. Youngsters in big cities.

s Services provided by Vodafone >> • • • • • • • Mobile services with GSM technology.Services provided by Bharti Airtel >> • • • • • Mobile services with GSM technology. Interactive Television. Fixed-line connections. Visual Communication. Broadband service. Fixed-line telephone services. VoIP (Voice over Internet Protocol). Universal Internetworking. Internet services and network solutions. Broadband Portal. VSAT. 26 . National and international long distance services.

promotional advertisements. attacking advertisements and tactical advertisements. congratulatory advertisements. 27 . image. • There have been educational campaigns. campaigns. pre launch advertisements. Airtel has tied up with Lufthansa to offer customer bonus miles on the German airlines frequent flier's programs. In every metropolitans & cities Airtel opens its service centers to provide better support an Services.MARKETING STRATEGIEG OF AIRTEL • People who have booked Airtel services have been treated to exclusive premiers of blockbuster movies. launch advertisements. • • The main targeted customers of Airtel are metropolitans & cities.

For this it is very essential for an organization to know about the view of consumers and their competitive products. To study customer buying behavior and factors which influence the purchase decision Process. To study the level of consumer satisfaction in Airtel & Vodafone. This survey research may be also aimed as to estimate potential buyer for the product. The need of the study is as under:• • To study the market share of Airtel and Vodafone industry. 28 . To study the consumer preferences. To suggest various measures of increasing the market share. • • • • • To know how the company has been successful in aggressive marketing. To study the consumer trend in telecommunication sector.NEED OF THE STUDY Every organization has to achieve its organization goals.

29 . 4. Positioning strategies use by telecom companies and their impact on Customer. 2. 6. To find out relative customer perception. To find out which telecom company have good plans and what type of Plans subscriber like. How people of different age group respond to Advertisement. To Study the share of Airtel & Vodafone industries. 3.OBJECTIVES OF THE STUDY A comparative study on various plans and offers provided by VODAFONE and AIRTEL and consumer response towards these plans A case study of Ghaziabad city. 5. OBJECTIVE: 1. Role of tariff plans on the buying behavior of the customer.

Primary data was collected using the following techniques • • • Questionnaire Method Direct Interview Method and Observation Method The main tool used was. The prime objective of the project is to compare Airtel with the existing competitor (Vodafone) in the market and the impact of WLL on Airtel. 30 .RESEARCH METHODOLOGY Achieving accuracy in any research requires a deep study regarding the subject. Lastly observation method has been continuous with the questionnaire method. Secondary data has been used to support primary data wherever needed. The research methodology adopted is basically based on primary data via which the most recent and accurate piece of first hand information could be collected. Further direct interview method. as one continuously observes the surrounding environment he works in. the questionnaire method. where a face-to-face formal interview was taken.

The objective of such research is to determine the approximate area where the drawback of the company lies and also to identify the course of action to solve it for the purpose the information provide useful for giving right suggestion to the company DATA COLLECTION METHOD There are two types of methods of Data Collection:• • PRIMARY DATA SECONDARY DATA Primary data was collected using the following techniques • • • Questionnaire Method Direct Interview Method and Observation Method The main tool used was. Lastly observation method has been continuous with the questionnaire method. as one continuously observes the surrounding environment he works in. 31 . where a face-to-face formal interview was taken. the questionnaire method.Type of Research Methodology EXPLORATORY: Type of Research carried out was Exploratory in nature. Further direct interview method.

• Industry report • Company’s Internet Sites.Raj nagar.DATA USED FOR THE RESEARCH WORK WAS PRIMARY IN NATURE. SECONDARY DATA Secondary data refer to the data that has been already collected. PRIMARY DATA: Primary data is that which is collected for the first time and thus happen to be originated in character. Sanjaynagar.50 PEOPLE 32 . Journals. Newspaper. QUESTIONNAIRE SURVEY: In the studies a questionnaire is prepared. SAMPLE SIZE: . etc. Canopies. • some other relevant study material and Websites. Sample design consists of Random Sampling. The Questionnaire consists of 15 Questions. Magazines. The secondary data which has been used to carry out this study are as follows: • Books. SAMPLE UNIT: . Navyug Market in Ghaziabad The Research process was done by interacting with number of customer during the activities performed which included Market cold calling.

the Indian government adopted a new economic policy aimed at improving India's competitiveness in the global markets and the rapid growth of exports. Giving instruction as to what is needed. Clear comprehension of the Question. that was accomplished by performing various activities designed. Personal Interview through self Administered survey was done to collect the data.METHOD OF COLLECTION: Field procedure for gathering Primary data included observation and interview schedule in which the Questionnaire was filled by the interviewer. A BRIEF HISTORY OF TELE SECTOR IN INDIA In the early 1990s. 33 . Key to achieving these goals was a world-class telecom infrastructure. Inducing the respondents to co0operate. Market research was undertaken. Identify the needs to be known. RESEARCH INSTRUMENT: • QUESTIONNAIRE THE QUESTIONNAIRE WAS FORMULATED BY KEEP IN MIND THE FOLLOWING POINTS: • • • • Giving the respondents.

and the president officially announced the TRAI ordinance on 25 January 1997. these functions were the sole responsibility of the DOT. High license fees and excessive bids for the cellular licenses put tremendous financial burden on the operators." "B" and "C. the Telecom Regulatory Authority of India (TRAI) bill was introduced in the Lok Sabha. licensing and telecom operations. 34 .In India. Thirtyfour licenses for GSM900cellular services were auctioned to 22 firms in 1995. the old fixed-licensing regime was to be replaced by a revenue-sharing scheme whereby between 8-12 percent of cellular revenue were to be paid to the government. As a result. diverting funds away from network development and enhancements. In 1996. by1999 many operators failed to pay their license fees and were in danger of having their licenses withdrawn. Prior to the creation of TRAI. The circles are further classified under "A. Chennai and Kolkata) and 20 circles. The government decided to set up TRAI to separate regulatory functions from policy formulation. The first cellular service was provided by. For the auction. a new telecom policy was put in place (New Telecom Policy [NTP] 1999). the telecom service areas are divided into four metros (New Delhi. Modi Telstra in Kolkata in August 1995. Under this new policy. it was stipulated that no firm can win in more than one metro. three circles or both. In March 1999. Mumbai. which roughly correspond to the states in India. The circles of Jammu and Kashmir and Andaman and Nicobar had no bidders. The regulatory body at that time — the Department of Telecommunications (DOT)— allocated two cellular licenses for each metro and circle. while West Bengal and Assam had only one bidder each." with the "A" circle being the most attractive and "C" being the least attractive.

spate of acquisitions / mergers.INDIAN CELLULAR MARKET. Some of these roadblocks / current position is tabulated below ROADBLOCKS CURRENT POSITION High license fees Migration to revenue sharing mode in 1999 mitigates high initial fund requirements for payment of license fees. Regulatory authority not in place 35 . while businesses with weak promoters continue to languish .EARLIER ROADBLOCKS AND THEIR RESOLUTION Indian Cellular market immediately after the first round of licensing in 1994-96 was beset by several problems for 3 .4 years till the New Telecom Policy of 1999 was announced. with 4/5major groups emerging in the last one/two years. Inadequately funded businesses / weak and fragmented promoters Businesses that have since been adequately funded growing at over 60% per annum.

Issues relating to unfavorable interconnect terms for private operators.Inadequate growth of market / subscribers Roadblocks spelt out earlier resulted in 36 . Interconnect terms since rationalized. pass through income. with operations and policy making roles vested in different bodies. Deptt of Telecommunications (DOT) restructured. intra circle long distance. Foreign ownership / change of partner limitations Foreign ownership norms clarified. Large upfront cash requirements from promoters due to heavy license fee burden in initial stages of deployment Asset based financing approach by Indian Financial Institutions. spectrum availability cleared with vacation of frequencies for usage by GSM operators. and its role being accepted by all operators. spectrum availability and allocation and the like remained unresolved for long periods.) resolved to the satisfaction of all parties with changes in methodology / revenue sharing. and change of partners allowed as a matter of routine allowing ease of entry / exit . project financing being considered by most financial institutions. • • Licensing tenure increased from 10 to 20 years. Problems in Financial closures due to: • • Licensing tenure of 10 years. Large upfront cash requirements for license fee payments mitigated with migration to revenue sharing mode allowing promoters to deploy more capital for capital expenditure.paves the way for full control of businesses by foreign companies. risks on pass through income to DOT / BHARTI (Mahanagar Telecom Nigam Ltd.Telecom Regulatory Authority of India (TRAI) firmly in place. intra circle long distance allowed.

acquired major stakes in Sterling Cellular (December1999). and both Shinawatra of Thailand and Bezeq exited from Fascel. via Hutchison Telecommunications (HK). The string of sell-outs notwithstanding. Hutchison Whampoa is also the controlling shareholder 37 . and Hong Kong-based Distacom is seeking to sell its stake in Spice Communications. Usha Martin Telecom (mid-2000) and Fascel (September 2000). In 1999 alone. In recent years. Telecom Malaysia sold its stake in Usha Martin Telecom. market / subscriber base expected to zoom. Hutchison Whampoa practically controls Fasceland Usha Martin Telecom.low market / subscriber growth. there has been a merger and acquisition wave sweeping across the Indian cellular industry in recent years. In 2000. Bell South International has also indicated its intention to pull out from Skycell Communications. DEVELOPMENTS IN THE CELLULAR INDUSTRY The interconnection regime between cellular operators and fixed-line operators is still biased against the former. Kotak Mahindra Finance. First Pacific's (based in Hong Kong) continued commitment to Escotel is uncertain. Swisscom pulled out from Sterling Cellular. In June 2001. Despite the recent gains of the cellular industry. Through a partnership with local company. The cellular penetration rate is still very low at 0. thus circumventing the 49 percent limit on foreign ownership in Indian cellular operators. Hong Kong-based Hutchison Whampoa.8 percent in a nation of over one billion people. and the former is reviewing various options. not everything is rosy. British Telecom exited from Bharti Cellular. many foreign companies had pulled out from their cellular joint ventures in India due to the difficult operating environment and bureaucracy. but with corrective measures taken. Telstra from Modi Telstra and both the Telecom Organization of Thailand and Jasmine International from JT Mobile.

Leveraging on the success of its cellular service. However. most telecom circles will have four cellular operators. A nationwide launch was scheduled for 2 October2002. which will result in lower tariffs. together with falling handset prices and the introduction of prepaid services. Five companies together bid Rs16. and Skycell Communications renamed Bharti Mobinet (August 2000).3 billion to bag the licenses for the fourth operator slots in four metros and 13 circles. Bharti emerged as the No.This was followed by Tamil Nadu in July 2002. Bharti came out with its long-awaited initial public offering (IPO) in January 2002. Once BSNL rolls out its service.5 times. the company got a very good response from the primary market. Bharti also acquired the Punjab license of Essar and started operations. giving competition to the lone operator there. BSNL. as the third nationwide cellular operator. There will be tremendous competitive pressure. Bharti and Hutchison have already commenced operations in all the circles while Idea is set to launch in Delhi. Bharti Enterprises — another major cellular player — acquired control of JT Telecom. which was later renamed Bharti Mobile (December 1999). Hutchison with three. In the midst of declining interest in technology stocks. which will drive demand. 1 bidder with eight new licenses. and Vodafone and Idea cellular with one each. launched services in Kolkatta and Bihar in January 2002. Going forward. started services in March 2001. 38 . Spice Communications. The issue was oversubscribed by more than 2. BHARTI. Bharti is likely to merge all its cellular companies into one entity. Future rate cuts are expected. the third cellular operator for Delhi and Mumbai. this has been postponed until after mid October. Escotel and Vodafone have not made any headway.of Hutchison Max Telecom. Not to be outdone. followed by Escotel with four. The total size of the IPO was 185million shares at a floor price of Rs10.

Others offer special privileges in retail outlets. However. food and beverages. among others. Cellular operators like Bharti. Orange and BPL Mobile have been advertising aggressively on hoardings and kiosks. As of October 2002. With hardly any applications. cellular operators are actively promoting their brand and service portfolio through high-visibility advertising and promotional campaigns. Orange in Mumbai offers "Orange Holidays" and "Orange Monsoon Offers" at very attractive rates and added benefits like discounts on airfare. In 2005 Hutchison Essar an Indian and hongkong telecommunication alliance was taken over by the United Kingdom based telecommunication company name Vodafone telecomm services and comes with the name of Vodafone Essar. as operators realize that 39 . there is caution on their part to launch the service.3 billion. cinemas and music shops Enterprise mobile applications — promising revenue stream All along. customer acquisition and the top line have been the focus. This will be used to fuel its investment in long-distance. Few operators have concentrated on offering differentiated services for businesses. Public transport like the city rail system and cabs are used widely to carry the message of mobility. While both Bharti and Idea have GPRS-enabled networks. only BPL Mobile has launched commercial general packet radio service (GPRS) in Mumbai.netting Rs8. the success of GPRS remains a question. However. large-scale uptake remains elusive. basic and cellular services. Customer-focused activities are gaining traction among cellular operators with the establishment of longstanding consumer benefit programs. Building visibility and awareness Deviating from competing on the price platform.

Group SMS is quite popular.3 FUTURE TRENDS AND DEVELOPMENT There will be more competition. accurate route planning. limiting access to select numbers and diverting calls to one single number. some are now seriously looking at the enterprise segment for provisioning superior services. A variety of mobile applications are finding takers among the enterprise segment. Cost-centered solutions like closed user group (CUG). Call scan be barred. 2. discount schemes and movement of goods from warehouse to the retail outlet.• The implementation of enhanced networks like 2. value-adds like unified messaging and instant alerts are being offered. especially among fast food centers that have a central number. forcing operators to constantly focus on differentiations to maintain their lead. This is an opportunity to customize and differentiate better 40 .offering basic voice and Short Message Service (SMS) will get them the numbers but not the margins. Banks too find bulk SMS service very useful to forward transactional alerts to their customers. especially among enterprises both in the service as well as the fast-moving consumer goods (FMCG) segment that have a large field force and need to provide regular updates on inventory status.5G will enable operators to offer data services. Corporations can choose enhanced services like user-defined call routing to prevent misuse. Premium automakers are also installing a global system for mobile communications inside a vehicle to help trace lost vehicles and track down stolen cars. Bharti is in the process of introducing a facility to fleet management companies so that they can improve the efficiency of trucks or buses by tracking movement and ensuring higher-use. Broadcasting services are also quite popular.

signing up with a national operator is advantageous. Consequently. which was produced. the better it is for businesses.4 REGULATORY ISSUES The operations of this sector are determined as under the Indian Telegraph Act of 1885. • The bigger the service provider's national presence. • Network coverage in terms of geographic spread and quality of coverage is crucial especially for the business subscriber. On the roaming front. a consequence of the ongoing process of liberalization. • Limited mobility wireless in local-loop services (by fixed network service providers) will be a disadvantage for cellular operators in the short term. operators need to streamline their customer relation activities and adopt aggressive subscriber acquisition and retention strategies 2.• The entry of state-run operators like BSNL and BHARTI means that prices will no longer be controlled. The next major policy document. was the National Telecom Policy of 1994. Year 1851 1943 1985 1986 1991 1994 September 1994 November 1994 December 1994 January 1995 August 1995 Event First telephone in india Nationalization of telephone companies DOT was created Creation of Bharti and VSNL Telecom equipment liberalized Licenses for paging Guidelines for private sector participation in basic service Cellular license issued for metros Tender for cellular licenses in cities apart from 4 metros Tender for 2nd operator in basic service apart from DOT on circle basis VSNL launches Internet services 41 . A document buried in the sands of time. thus there is less chance of a cartel being formed.

Mumbai falls in Maharashtra circle and Delhi in itself a circle. 42 . The intention. Even liberalization policies were not implemented properly. and financing options like BOT.5mn additional lines. DoT continued to fight with it in courts. wide coverage (a phone in every village). the economic costs are still borne by the end user. the nation was divided into 20 circles (akin to a state) for basic and 21 circles for cellular telephony. telephone on demand by 1997. The basic premise on which competition has been introduced is that every circle will have one private operator apart from DoT/ BHARTI for basic and two operators for cellular. Government did not achieve most of its stated targets. at reasonable rates.January 1996 November 1998 TRAI formed Internet policy announced The National Telecom Policy of 1994 document. The regulator TRAI was set up after delays and confusion and even after its creation. To facilitate licensing. The Eighth Plan had also allowed private operators in value added services. though noble failed to achieve its goals because of improper implementation. Like other policies. which laid out broad policy guidelines rather than a series of action points. DoT/ BHARTI have the option to become the third cellular operator in future. which was broadening the reach of telephony in India. The basic theme. The major policy direction it showed was to allow private sector entry in both basic and value added services. and a PCO pop of 500. etc. The targets in quantifiable terms were installation of 9. BOOT and BOLT was not used at all. It was also affected by the resource crunch. it sought to achieve the impossible in finite time like improve quality of service and its availability. has not been met.

Who are using GSM 43 . which need to be implemented. An independent telecom regulatory Authority of India was set up in 1997. separating policymaking function and service provision and corporatization of DOT's operational network are two major institutional reforms. Valueadded services (including cellular services) were thrown open to private sector participation in 1992. A new Policy for Internet Service Policy Providers (ISPs) was announced in 1998 allowing independent service providers to enter the sector ending the earlier monopoly of VSNL. Reorganization of DOT. SCOPE OF THE STUDY • To conduct this research the target population was the mobile users.The telecom sector has witnessed some fundamental structural and institutional reforms in the past decade. Telecom equipment manufacturing was completely deregulated in 1991.Basic services were opened to private participation in 1994 by dividing the country into 21telecom Circles and allowing one private operator per Circle to compete with DOT.

• • The date during which questionnaires were filled. procedures etc. To these 50 people a questionnaire was given. policies. the questionnaire was a combination of both open ended and closed ended questions. Some dealers were also interviewed to know their prospective. Sample size of 50 persons was taken. current issues. • Finally the collected data and information was analyzed and compiled to arrive at the conclusion and recommendations given Sources of secondary data Used to obtain information on.technology. wherever required. # Internet # Magazines # Newspapers # Journals # Bharti Circulars Store # Bharti News Letters # Vodafone Store # Vodafone Ministor 44 . Interviews with the managers of GSM service providers were also conducted. • • Targeted geographic area of Delhi/ NCR. Vodafone & Bharti’s history.

45 .

THE TOP MARKET PLAYERS OF TELECOMMUNICATION IN INDIA 46 .

The above figure will be show the number of subscriber according to the circle in whole over the India & the just next figure shows revenue of the different circle by different service provider. 47 .

INDIAN TELECOME GSM MARKET SHARE 48 .

+WIRELESS MOBILE SUBSCRIBER IN INDIA 49 .

The mobile subscription is exploding in India with 22.62 million mobile phone subscribers added in the month of December 2011alone! Bharti Airtel has the highest wireless mobile subscribers with 152.5 million, followed by Vodafone.

50

Mobile Number Portability – Impact Trends by BHARTI AIRTEL

Twitter Users indicating a Shift to and Away from Airtel

51

Problems cited by Airtel Subscribers as a Reason Behind Number Portability

Mobile Number Portability – Impact Trends by VODAFONE

52

Twitter Users indicating a Shift to and Away from Vodafone Problems cited by Vodafone Subscribers as a Reason Behind Number Portability 53 .

Impact of Mobile Number Portability in India

Impact of Mobile Number Portability in India based on Status Updates on Twitter

54

The below figure will be shows the Mobile Number porting “IN” & “OUT” trends.

55

56

57 .

They are 20% of the total. They are those who are at home or have small business units etc.FINDING & ANALYSIS As we can see from the above graph. They are 65% of the total people who were interviewed. This segment is the one which gives maximum business to the mobile operators. They are school and college going students and carry mobile phones to flaunt. 58 . the people who are in the age group of 21-28 years are the ones who are the maximum users of mobile phones. And the next age group is the youngest generation who are 15-21years old. This segment constitutes the young executives and other office going people. The next age group are the people who are28-35 years old. They are15% of the total interviewed people.

OCCUPATIONAL GRAPH As the above graph shows that 55% of the total people interviewed are working. who require mobile for their official purposes. The next segment is the students. They are 20% of the whole.callers etc. Tele . who are either housewife. They are 15% of the whole. 59 . these people are the ones who are the maximum users of mobile phones. And 10% of the whole is categories who are the professionals. small units which operate from their homes etc. They are the young executives. managers. The next category is the households. So.

SURVICE PROVIDER GRAPH 60 .

CUSTOMER SERVICE AT AIRTEL GRAPH 61 . There two major company in mobile phone service sector Vodafone and Airtel who respectively hold the market share with other company as 17% and 20% of total market user segment of mobile customer.These are the total market share of mobile user or people captured by the mobile provider company.

20% of the people seemed partially satisfied with the customer services and only 10% seem to be fully satisfied with Airtel’s customer services. He can even switch over his brand. 62 . which is a very small amount.As the above graph clearly shows that customer services at Airtel seems poor. This could leave an impact on the mind of the consumer. 10% of the people were fully dissatisfied with the customer services of Airtel. They are the ones who have the maximum share in the market but they are lagging behind in the customer services. 60% of the people are dissatisfied with the customer services provided by Airtel.

This means that the cash cards should be easily and readily available in the local markets. 15% of the people were having sim connections which is the regular bill. Airtel should make sure that Magic is available in each and every nook and corner of the market.TYPE OF CARD GRAPH Cash cards seemed quite popular among the people interviewed. 85% of the total mobile users were having cash card connections. 63 .

24% people spend RS 300 per month as their monthly mobile expense.MONTHLY EXPENSES GRAPH MONTHLY EXPENSE 600 450 200 People on an average spend RS 500 per month as their mobile phone expense. 64% people spend this amount. And the 64 .

65 . they could the ones having sim connections or having cash cards and having a lot of business calls on their mobiles.remaining 12% had an expense more than RS 1000.

MEANING OF SWOT ANALYSIS 66 .

weaknesses. and those external to the firm can be classified as opportunities (O) or threats (T). It is the first stage of planning and helps marketers to focus on key issues. Opportunities and threats are external factors. Strengths and weaknesses are internal factors. it is instrumental in strategy formulation and selection. Environmental factors internal to the firm usually can be classified as strengths (S) or weaknesses (W). and threats. opportunities and threats. It is based on the assumption that if managers carefully review a internal useful strengths strategy for and weaknesses and external threat can and be opportunities. SWOT stands for strengths. As such.” A scan of the internal and external environment is an important part of the strategic planning process. weaknesses. And Organizational analysis identifies strengths and weaknesses. Environmental analysis identifies opportunities and threats. ensuring organizational success formulated.“SWOT analysis is a tool for auditing an organization and its environment. The SWOT analysis provides information that is helpful in matching the firm's resources and capabilities to the competitive environment in which it operates. opportunities. SWOT analysis means analyzing strengths. Strength: 67 . It is a useful strategic planning tool. Altogether they are commonly is referred to as a SWOT analysis.

A firm's strengths are its resources and capabilities that can be used as a basis for developing a competitive advantage. It is an important organizational resource which enhances a company. competitive position. Some of the internal strengths of an organization are: • • Distinctive competence in key areas Manufacturing efficiency like exclusive access to high grade natural resources • • • • • • • • • • Skilled workforce Adequate financial resources Superior image and reputation such as strong brand-names Economies of scale Superior technological skills Insulation from strong competitive pressures Product or service differentiation Proprietary technology such as patents and resultant cost advantages from proprietary know-how favorable access to distribution networks 68 .

Lack of management vision. Some of the weaknesses to be reviewed are: No clear strategic direction • • • • • • • • • • • • • • • • Outdated facilities Lack of innovation is Complacency lack of patent protection Poor research and developmental programmes. The absence of certain strengths may be viewed as a weakness. Weaknesses require a close scrutiny because some of them can prove to be fatal.Weaknesses A weakness´ is a condition or a characteristic which puts the company at disadvantage. Weaknesses make the organization vulnerable to competitive pressures. depth and skills Inability to raise capital Weaker distribution network Obsolete technology Low employee morale Poor track record in implementing strategy Too narrow a product line Poor market image Higher overall unit costs relative to competition. A weak brand name Poor reputation among customers High cost structure lack of access to the best natural resources 69 .

Such an opportunity may be the result of a favorable change in any one or more of the elements be that by constitute a the external approach environment.• lack of access to key distribution channels Opportunities The external environmental analysis may reveal certain new opportunities for profit and growth. It is offered by outside environment and the management can decide as to how to make the best use of it. An ³opportunity´ is considered as a favorable circumstance which can be utilized for beneficial purposes. Some of the opportunities are: • • • • • • Strong economy Possible new markets and an unfulfilled customer need Emerging new technologies Complacency among competing organizations Vertical or horizontal integration Expansion of product line to meet broader range of customer needs • • removal of international trade barriers Loosening of regulations 70 . by the It may also in created proactive management molding the environment to its own benefit.

Rather. Management should anticipate such possible threats and prepare its strategies in such a manner that any such threat is neutralized. Some examples of such Threats include: • • • • • • • • • • • Shifts in consumer tastes away from the firm's products Emergence of substitute products New regulations Increased trade barriers Entry of lower cost foreign competitors Cheaper technology adopted by rivals Rising sales of substitute products Shortages of resources Changing buyer needs and preferences Recession in economy Adverse shifts in trade policies of foreign governments Adverse demographic changes The SWOT Matrix A firm need not necessarily pursue the more lucrative opportunities. it may have a better chance at developing a competitive advantage by identifying a fit 71 .Threats Changes in the external environmental also may present threats to the firm.

The company offers mobile voice & data services. and also supplies broadband and telephone services . Nokia . SWOT analysis involves evaluating a company’s internal environment in terms Of strengths and weaknesses and the external environment in terms of opportunities and threats and formulating strategies that take advantage of all these factors. the firm can overcome a weakness in order to prepare itself to pursue a compelling opportunity.between the firm's strengths and upcoming opportunities. Strengths • Bharti Airtel has more than 65 million customers (July 2008). high speed broadband. 72 . turnkey telecom solutions for enterprises and national & international long distance services to carriers. SWOT Analysis of Bharti Airtel Bharti Airtel limited is a leading global telecommunications company with operations in 19 countries across Asia and Africa. IPTV. In some cases.as well as many other telecommunications services to both domestic and corporate customers. This means that the business has access to knowledge and technology from other parts of the telecommunications world. bharti airtel has been ranked among the six best performing technology companies in the world by business week. with whom they hold a strategic alliance. fixed line. DTH.and Sing Tel. • Other stakeholders in Bharti Airtel include Sony-Ericsson. bharti airtel had 200 million customers across its operations. It is the largest cellular provider in India.

So the start-up business had to outsource to industry experts in the field. which was a particular strength of some of its competitors such as Hutchison Essar. This has underpinned its large and rising customer base. The tie-up with Google can only enhance the Airtel brand. • Until recently Airtel did not own its own towers. • Opportunities • The company possesses a customized version of the Google search engine which will enhance broadband services to customers. • The fact that the Airtel has not pulled off a deal with South Africa's MTN could signal the lack of any real emerging market investment opportunity for the business once the Indian market has become mature. 73 . Towers are important if your company wishes to provide wide coverage nationally. Weaknesses • An often cited original weakness is that when the business was started by Sunil Bharti Mittal over 15 years ago. and also provides advertising opportunities in Indian for Google. the business has little knowledge and experience of how a cellular telephone system actually worked.• The company has covered the entire Indian nation with its network.

for example replacing the Revenue-Per-Customer model with a Revenue-Per-Minute model which is better suited to India. The new iPhone will be launched in India via an Airtel distributorship. Knowledge and technology previously available to Airtel now moves into the hands of one of its competitors. • The quickly changing pace of the global telecommunications industry could tempt Airtel to go along the acquisition trail which may make it vulnerable if the world goes into 74 .000 to 160. This new business will control more than 60% of India's network towers. Threats • Airtel and Vodafone seem to be having an on/off relationship.000 small villages every year. and instead invested in its rival Hutchison Essar. • The company is investing in its operation in 120. and also so that the business benefits are scalable . this allowed Airtel to work from its own blank sheet of paper.• Global telecommunications and new technology brands see Airtel as a key strategic player in the Indian market. • Bharti Airtel is embarking on another joint venture with Vodafone Essar and Idea Cellular to create a new independent tower company called Indus Towers. and to question industry approaches and practices . Another strategic partnership is held with BlackBerry Wireless Solutions.6% stake in the Airtel business sold it back to Airtel. as the company moved into small and remote villages and towns. IPTV is another potential new service that could underpin the company's long-term strategy. Vodafone which owned a 5.using its 'Matchbox' strategy. It sees that less well-off consumers may only be able to afford a few tens of Rupees per call. • Despite being forced to outsource much of its technical operations in the early days.

SWOT Analysis of Vodafone Essar Strengths • Diversified geographical portfolio with strong mobile telecommunications operations in Europe. • Bharti Airtel could also be the target for the takeover vision of other global telecommunications players that wish to move into the Indian market. This opened the door for talks between Reliance Communication's Anil Ambani and MTN. • • US business not nearly as strong as European/rest of the world operations 80% of its business is generate in Europe (see below for explanation) Opportunities • • Focus on cost reductions improving returns Majority stake in Hutchison Essar in India 75 . Perhaps this was an impact upon the decision not to proceed with talks about the potential purchase of South Africa's MTN in May 2008. Africa. Asia Pacific and to some extent the US • • • Network infrastructure Leading presence in emerging markets such as India Large customer base Weaknesses • Negative return on assets (ROA) underperforms key competitors like AT&T. the Middle East. Deutsche Telecom.recession. BT Group. allowing a competing Inidan industrialist to invest in the new emerging African telecommunications market.

PLACE * The brands must be made available easily in. contests and coupons must be given to retailers as well as customers and prospects. 4. Sales promotion tools like gifts. 3. *Free samples should be distributed among the prospects. Its demand should be increased.• Research and development of new mobile technologies Threats • • • • Highly competitive market Still lags behind major competitors in the US Extremely high penetration rates in key European markets European Union regulation on cross-border cell phone usage by customers SUGGESTIONS Following are the few suggestions to AIRTEL & VODAFONE for improving the market share and image of the products concerned. * Catalogues should be distributed among customers. 2. • PRODUCT *Modification must be brought about in AIRTEL. PRICE 76 . PCO & general stores. in terms of quality. PROMOTION *Company must undertake extensive promotional activities like advertisements must be released in different Medias to create brand awareness.

etc.Cash cards are the most popular type of mobile connections.* Price should be as competitive as other company maintains * Distribution of new connection should be in reach of customer pocket CONCLUSION After analyzing the findings of the research. promotion. brand image. It is the time not only to survive but to sustain in the market for a long time. of people who use the mobile is in the age group of 20 to 28. The maximum no. As we know that now Airtel has already launched its product with logo “Aisi azaadi aur kahan” has already became popular in market. 77 . of people spends RS 500 on their connections. So we can say that in spite of so many competitors in the market Airtel is having a good position just because every time. as they are consumer friendly and recharging the connection is not a problem. From the comparison and deep analysis of every aspect of business of both the companies we can conclude that bharti Airtel has to more work in every field of communication business. As Airtel is the only company having the maximum no of mobile connections so it must seriously look into the loop holes of the existing customer service department. it tries its best to understand then Need of its important customers. I can conclude that Airtel lagged behind its competitors as far as customer service and availability is concerned. For this Airtel has to work on its all marketing strategies. Maximum no. marketing.

Airtel has to take Vodafone. • The company should make its marketing strategy flexible enough in order to face Competition. Very seriously and update its own strategies from time to time and when the need arises. • The company rate policy must be flexible enough to catch new customers because if company offers lower price to a new customer then he may continue buy the goods and can be a permanent customer for the company. The other segment may be costumers of all age groups. • The company should offers such rate in the market so that it may able to catch a bigger market share and it should be able to compete with the local traders and commission agents while having a brand name. With aggressive marketing strategies Airtel has to target rural India as 70% of population of India lives in these areas. as it has been recommended by exporters to make the delivery on time. 78 . • The company should keep an eye on the proper delivery of the goods to exporter on time. • The company should emphasis more on the quality of Pharmaceuticals Products it was mostly claimed by the exporters that their receipts from company doesn’t matches with the sample’s quality shown before giving orders. RECOMMENDATIONS I have made following recommendation to the company after doing the Research there: • The company should modify its credit policy as they only target the cash paying customers who are not easy to trace.

Nasreen Taheer Marketing Research –G.The company should take the opinion of exporters from time to time to know what problems they are facing from the company’s side.vodafone.airtel.C.trai.aspx www.wikipedia.co.in www.in/t-aboutusttsl-organization. And if any change they require in present supplying condition? BIBLIOGRAPHY Books: • • • Indian Telecom Industry by Mr.in/webapp/Communications/rcom/Aboutus/a boutus_home.jsp • www.co.R Kothari Principal of Marketing – Philip kotler Magazine: Business India Web Resources: • • • www.gov.org 79 . Beri Research Methodology – C.

com www.Google.• • www.scribed .com 80 .

Which Brand You prefer most? • • • • • Airtel Vodafone Idea Reliance Tata 81 .

How long you have been using this product? • • • • 00-02 years 02-05 years 05-10 years More then 10 years 82 .

83 .

in this segment of survey 67 % of customer are aspire with Airtel and 33 % shown interest in other telecom products in urban areas.Are you using the other product with Airtel? • Yes • No Here are the customer responses about the use of the Airtel product and other product rather than Airtel. 84 .

Do You collect any information search before making purchase? QUESTIONNAIRE 85 .

04) Education: (a) Matriculate (b) Postgraduate ( ( ) ) (c) Graduation (d) Intermediate ( ( ) ) 86 . Please co-operate to fill this Q: .03) Age: (a) 15-25 (b) Above 45 ( ( ) ) (c) 35-45 (d) 25-35 ( ( ) ) Q: . I am the student of MBA-IV Semester at Satyam college of Management doing a project “comparative analysis of the marketing Strategies of VODAFONE and AIRTEL” questionnaire.Dear Sir/Madam.02) Sex: (a) Male (b) Female ( ( ) ) Q: .01) Name_ _ __ _ __ _ __ _ ___ __ _ __ _ __ _ __ _ __ _ __ _ __ _ __ _ __ _ Q: .

prefer most? • • • Airtel Vodafone Other ( ( ( ) ) ) (d) Idea (e) Reliance ( ( ) ) Q: .08) How long you have been using this Product? • • 00-02 year 02-05 year ( ( ) ) (c) 05-10 year (d) more then 10 ( ( ) ) 87 . which Brand you.07) Among them.Q: .06) which mobile company services you are using now a days? • • • Airtel Vodafone Other ( ( ) ) (d) Idea (e) Reliance ( ( ( ) ) ) Q: .05) Name those companies which provide telecom services now a day? • • Airtel Idea ( ( ) ) (c) Vodafone (d) others ( ( ) ) Q: .

11) Do you collect any information search before making purchase? (a) Yes (b) No ( ( ) ) 88 .09) Are you using other product instead of Airtel? (a) Yes (b) No Excellen t ( ( ) ) Below Average Good Average Q: .10) How would you rate the experience with Brand? • • • Airtel Vodafone Other Q: .Q: .

Q: .14) Which of these marketing / sales schemes attracts you while purchasing any connection? Good Network Service package ( ( ) ) Discount scheme Any other ( ( ) ) Q: .13) What are the features you look for in a product before making purchase decision? Give preferences (1-Highest.15) If you have to purchase a new connection or product in near future. which sources are used? Magazines Sales Executives Pamphlets & catalogue Any other ( ( ( ( ) ) ) ) Dealers Operators reference ( ( ) ) ) Reference from friends & relatives ( Q: . which Brand will you go for and why? _____________________________________________________________ _____________________________________________________________ _____________________________________________________________ 89 .least) Brand credibility Value for money ( ( ) ) Price and Discount Vehicle performance ( ( ) ) ) Add on features or ergonomics of design ( ) After sales services and parts. 6.12) If yes. network ( Q: .

17) How would you rate Airtel performance as your expectation on 5 points scale (5Highest?) 1 • • • • After sales services Maintenance Product as per expectation ( ( ( ) ) ) ( ( ( 2 ) ) ) ( ( ( 3 ) ) ) ( ( ( 4 ) ) ) ( ( ( 5 ) ) ) 90 . If yes then how are you satisfied with these promotional activities? Very Satisfied Satisfied Somewhere satisfied Not satisfied • • • • Customer Care By Ad Films By Camp 24 hrs call center services Q: .Q: .16) Are you aware of various promotional activities being run by Airtel.

service availability and parts availability? ________________________________________________________________ ________________________________________________________________ ________________________________________________________________ ________________________________________________________________ “THANKS FOR YOUR CO-OPERATION” REGARDS “ANURAG KUMAR 91 .18 what are you suggestions for improving the product quality.Q: .

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