Title of The Project: Marketing and Promotionaql Strategies of Vodafone and Airtel

TITLE OF THE PROJECT
MARKETING AND PROMOTIONAQL STRATEGIES OF

VODAFONE AND AIRTEL
Submitted by:
Name of the Candidate: SRUTI DATTA
Registration No.:
Roll No.:
Name of the College: Maulana Azad College
Supervised by:
Name of the Supervisor:
Month and Year of Submission: 29th January 2015
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Marketing & Promotional Strategy
I sincerely thankful to all those people who have given me any kind of assistance in the
making of the project work with the title“Marketing and Promotional Strategies of two
brands Airtel and Vodafone”.
I express my gratitude to the Principal of my college for providing the excellent

infrastructure for completion of this project work in our esteemed organization Maulana
Azad College.Special word of thanks for the entire Commerce Department of our college for
patronizing and completion of my project. My sincere thanks to our Head of the Department
who have provided support directly and indirectly for completion of my project. I would also
like to thank to my parents and friends whose encouragement kept me in good stead. Their
continuous support has given me the strength and confidence to complete the project without
any difficulty.
Last but not the least I would like to acknowledge my gratitude to the respondents without
whom this survey would have been incomplete.
I am also thankful to the authority of Airteland Vodafone for providing me the information.
SrutiDatta
Annexure-1A
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This to certify that SrutiDattaa student of B.Com.Honours in Accounting &Financeof
Maulana Azad College under the University of Calcutta has worked under my supervision
and guidance for her Project work and prepared a Project report with the title “Marketing
and Promotional Strategies of two brands Airtel and Vodafone”.
The Project report, which she is submitting, is her genuine and original work to the best of
my knowledge.
Signature:
Name:
Designation:
Place: Kolkata
Date:
Annexure-1B
I hereby declare that the project work with the title“Marketing and Promotional Strategies of two
brands Airtel and Vodafone”submitted by me for the partial fulfillment of the degree of
B.Com.Honours in Accounting & Finance in Business under the University of Calcutta. It is my
original work and has not been submitted earlier to any other University for the fulfillment of the
requirement for any course of study.
It is the analysis of marketing and promotional strategy of big scale sector of communication. This
project involves the big scale services involved in telecommunication sector provided by Airtel&
Vodafone to its customers. All care has been taken to keep this report error free and I sincerely regret
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for my unintended discrepancies that might have crept into this report. I shall be highly obliged if
errors (if any) be brought to my attention.
I also declare that no chapter of this manuscript in whole or in part has been incorporated in this
report from any earlier work done by others or by me. However, extracts of any literature which has
been used for this report has been duly acknowledged providing details of such literature in the
references.
Name:SrutiDatta
Address: 8C, Tamer Lane
College Street
Kolkata-700009
Registration No:
Roll No.
Date:
CONTENTS
CHAPTER PARTICULARS PAGE NUMBER
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Title of the project 1
Acknowledgement 2
Supervisor’s certificate 3
Student’s Declaration 4
Chapter-1 Introduction
 Background of the Study 6-8
 Objectives of the Study 9
 Need of the Study 9
 Literature Review 10-12
 Methodology 13-14
 Limitations of the Study 15
Chapter-2 Conceptual Framework 16-23
Chapter-3 National and International Scenario

 National Scenario
 International Scenario 24-25
25-26
Chapter-4 Case Studies

 History of The Company 27-30
 Data Analysis 31-34
 Comparative mix between Vodafone 35-40
and Airtel
 Analysis and Interpretation 41-42
Chapter-5 Conclusion and Recommendations 43-45
Bibliography 46
Questionnaire 47-49
CHAPTER-1
Background of the Study:
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Promotion is a term used frequently in marketing and is one of the market mix elements.
Promotion refers to raising customer awareness of a product or brand, generating sales, and creating
brand loyalty. It is one of the four basic elements of the market mix which includes the four P's:
price, product, promotion, and place.
Promotion is also defined as one of five pieces in the promotional mix or promotional plan. These
are personal selling, advertising, salespromotion, direct marketing, and publicity. A promotional
mix specifies how much attention to pay to each of the five factors, and how much money to budget.
Purpose:
Fundamentally, there are three basic objectives of promotion. These are ]
1. To present information to consumers and others.

2. To increase demand.
3. To differentiate a product.
The purpose of a promotion and thus its promotional plan can have a wide range, including: sales
increases, new product acceptance, creation of brand equity, positioning competitive retaliations,
or creation of a corporate image.
Types:
There have been different ways to promote a product in person or with different media. Both person
and media can be either real or virtual /electronic.
In a physical environment
Promoters have used newspapers, special events, endorsements, Promotions can be held in physical
environments at special events such as concerts,festivals, trade shows, and in the field, such as in
grocery or department stores. Interactions in the field allow immediate purchases .
Traditional media
Examples of traditional media include print media such as newspapers and magazines, electronic
media such as radio and television, and outdoor mediasuch as banner or billboard
advertisements. Each of these platforms provide ways for brands to reach consumers with
advertisements.
Digital media
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Digital media, which includes Internet,social networking and social mediasites, is a modern way
for brands to interact with consumers as it releases news, information and advertising from the
technological limits of print and broadcast infrastructures.
A brand is a name, term, design, symbol or other feature that distinguishes one seller's product from
those of others. Brands are used in business, marketingand advertising.
The word "brand" is often used as a metonymreferring to the company that is strongly identified
with a brand.
Aconcept brand is a brand that is associated with an abstract concept, likebreast cancer
awareness or environmentalism rather than a specific product, service, or business. A commodity
brand is a brand associated with a commodity.
A logo often represents a specific brand, as do many trade names.
Project name“Marketing & Promotional Strategies of two brands Airtel and Vodafone”to
analysis and understand the marketing and promotional strategies followed by those brands.
Marketing & Promotional Strategies are adopted by almost all companies for their various brands
inorder to increase their brand awareness and also to increase the sale and ultimately to increase the
profit of the company. There are various types of marketing and promotional strategies adopted by
the companies. Free samples, Sponsorship, Celebrity Endorsements are few among them. I have
chosen two brands (Vodafone and Airtel) as these are the most popular brands of telecommunication
industries and they continuously adopt new promotional strategies for increasing their sales.
Vodafone India Ltd. is the second largest mobile network operator in India by subscriber base, after
Airtel. It is headquartered inMumbai, Maharashtra. It has approximately 185 million customers as of June
2015. It offers both prepaid and postpaid GSM cellular phone coverage throughout India with better presence
in the metros. Vodafone India provides services on basis of 900 MHz and 1800 MHz digital GSM technology.
Vodafone India launched 3G services in the country in the January–March quarter of 2011 and plans to spend
up to $500 million within two years on its 3G networks. Vodafone is the second largest player in telecom
operator in India after Airtel, with a market share of 18.42%.
Airtel is the largest provider of mobile telephony and second largest provider of fixed telephony in
India, and is also a provider of broadband and subscription television services. The brand is operated by several
subsidiaries of BhartiAirtel Limitedwith BhartiHexacom and BhartiTelemedia providing broadband fixed line
services and BhartiInfratel Limited providing telecom passive infrastructure service such as telecom equipment
and telecom towers.BhartiAirtel Limited is part of Bharti Enterprises and is headed by Sunil Bharti Mittal.
Airtel is the first Indian telecom service provider to achieve Cisco Gold Certification. It also acts as a carrier for
national and international long distance communication services. The company has a submarine cable landing
station at Chennai which a connect to Singapore. As of June 2015, Airtel has 234.11 million subscribers with a
market share of 23.25% in the Indian telephony market. Airtel was named India's second most valuable
brand in the first ever Brands ranking by Millward Brown and WPP pic.
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Objectives of the Study:
Every organization has to achieve its organization goals. For this it is very essential for an
organization to know about the view of consumer and their competitive products. This project is
obtaining a true insight into marketing and promotional strategies of the selected brands and to find
out the impact of these strategies on the common people. The project aims to find out the
effectiveness of the strategies adopted by these two brands on people.
The object of study is as under:
 To identify the differences between market performance of Airtel and Vodafone.

 To study the market of Airtel and Vodafone on big scale tele communication sector.
 To compare various parameters of ma5rketing strategies, manufacturing process, technology
adopted production policy, advertising, collaboration, export scenario, future prospect for the two
companies and government policies.
Need of the Study:

This study has great significance and provides benefits to us to know the marketing and promotional
strategies following by the brands. It helps us by providing crystal clear picture regarding important
aspects like promotional activities i.e. ATL, BTL TTL. The study is also beneficial by showing how
actively they are contributing for company’s growth.
A study on the Promotional Strategies can help us to know the customer’s reaction and response
towards the offers and all promotion activities and the perception of the target customer. It can also
useful to know the services that can provide by the company to the customers, inincrease of sales of
the company and create a brand image.
Literature Review:
The Value of Customer Satisfaction
By “Andrew Mennie”General Manager eGain Communications EMEA
“A brief literature would be of immense help to the researcher in gaininginsight into
selected problem. The researcher would gain good backgroundknowledge of the
problem by reviewing certain studies. A reference to these entire studies will be related
in the contest of the shaping the present study”.
Review: 1
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Samuval (2009), in his study found that
most of the respondents consider, size,quality, price, instrument servicing is an important
factor for selecting thehandset of majority of the respondents are satisfied over the payment
system,quality of services, coverage area, and attending the complaints.
Review: 2
Jha (2011),in his studyanalyzed that
It is the youth which is the real growthdriver of the telecom industry in India. Considering
this fact, the paper is anattempt to give a snapshot of how frequently young people use their
mobilephones and also sim cards for several embodied functions of the cell phones. Data was
collectedfrom a sample of 208 mobile phone owners, aged between 20 and 29. The
studysheds light on how gender, monthly voucher amount and years of owningmobile phones
influence the usage pattern of this device. Findings of the studywould be helpful for the
telecom service providers and handset manufacturers toformulate a marketing strategy for
different market segments.
Review: 3
Kalavani (2010) in their studyanalyzed that
Majority of the respondent shave given favourable opinion towards the services but some
problemsexist that deserve the attention of the service providers. They need tobridge the gap
between the services promised and services offered. Theoverall customers’ attitude towards
cell phone services is that they aresatisfied with the existing services but still they want more
services to beprovided.
Review: 4
Kumar (2012), in their study titled
“Customer Satisfaction andDiscontentment vis-a-vis BSNL Landline Service: A
Study”analyzed that
At present, services marketing plays a major role in the national economy. In theservice
sector, telecom industry is the most active and attractive. Though thetelecom industry is
growing rapidly, India's telecom density is less than theworld's average telecom density as
most of India's market is yet to be covered.
Review: 5
Seth et al (2014), in their study titled
“Managing the Customer PerceivedService Quality for Cellular Mobile Telephone: An
Empirical Investigation”analyzed that
There is relative importance of service quality attributes andshowed that responsiveness is
the most importance dimension followed byreliability, customer perceived network quality,
assurance, convenience,empathy and tangibles. This would enable the service providers to
focustheir resources in the areas of importance. The research resulted in thedevelopment of a
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reliable and valid instrument for assessing customerperceived service quality for cellular
mobile services.

Review:6
Kalpana and Chinnadurai (2015) in their study titled
“Promotional Strategies of Cellular Services: A Customer Perspective”analyzed that

The increasingcompetition and changing taste and preferences of the customer’s all overthe
world are forcing companies to change their targeting strategies. Thestudy revealed the
customer attitude and their satisfaction towards thecellular services in Coimbatore city. It
was found that advertisement play adominant role in influencing the customers but most of
the customers areof opinion that promotional strategies of cellular companies are more
saleoriented rather than customer oriented.
Methodology:
“Marketing and promotional strategy as a process”
Simply, marketing research is the systematic design, collection, analysis and reporting of the
data findings relevant to a specific marketing situationfacing the company. Careful planning
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through all stages of the research is anecessity.A research may undertake any of three types
of research investigationsdepending upon the problem.
These three types of research included.
 Basic research
 Applied research
 Designated fact gathering
COLLECTION OF INFORMATION
Data collection phase is generally the most expensive and the most phase toerror. Carry out
the field work, collect data using the instruments, adjust the problem of not at homes,
replaced, refusal to co-operate, biased or dishonestanswers.
ANALYSIS AND INTERPRETATIONS

The next to last step is to extract pertinent findings from the collected data.The researcher
edits, code, tabulate the collected data.
PRESENTATION OF FINDINGS
As the last step in marketing research the researchers present the findings.The researchers
have to arrange the researched result according to anapproved reporting format, get the report
typed and bound, present thecopies of the report to the concerned authorities.
RESEARCH METHODOLOGY/ DESIGN

The methodology adopted for eliciting the data required for the study wassurvey method. It is
the overall pattern or framework of the project that willdictate as to what information is to be
collected, from which sources and bywhat procedures.
RESEARCH METHOD
Research methodology must be classified on the basis of the major purposeof the
investigation. In this problem, description studies have been under-taken, as the objective of
the project is to conduct the market share study todetermine the share of the market received
by both the company and itscompetitors.

DATA COLLECTION
The information needed to further proceed in the project had been collected through primary
data and secondary data
PRIMARY DATA
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Primary data consists of information collected for the specific purpose athand for the
purpose of collecting primary data, survey research was usedand all the retail outlets sellers
using different brands and their competitorswere contacted. Survey research is the approach
best suited gatheringdescription.
SECONDARY DATA
The secondary data consists of information that already exist somewhere, having been
collected for another purpose. Any researcher begins theresearch work by first going through
the secondary data. Secondary dataincludes the information available with the company. It
may be the findingsof research previously done in the field. Secondary data can also be
collectedfrom magazines, newspapers, other surveys conducted by known researchagencies
etc.
Limitations of the Study:

Carrying the survey was a general learning experience for me but I also faced some
problems, which are listed here:
The market of telecommunication is too vast and it is not possible to cover each and
every dealer manufacturer and seller in the available short span of time.
 Generallythe respondents were busy in their work and were not interested in
responding rightly.
 Respondents were reluctant to discover complete and correct information about

themselves and their organization.
 Most respondents were not maintaining proper knowledge of various services

provided by their company so they were unable to provide exact information.
 Some of the respondents were using the service first time of their company and they
were not able to properly differentiate among their brands.
 It may be possible to analyze on large number of people(consumer) from different

location and part of the city but in that case the analyzing process becomes more
expensive. That’s why the analyzing of the brands made on limited consumer’s
preferences.
CHAPTER-2
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A conceptual framework is an analytical tool with several variations and contexts. It is used
to make conceptual distinctions and organize ideas. Strong conceptual frameworks capture
something real and do this in a way that is easy to remember and apply. Isaiah Berlin used
the metaphor of a “Fox” and a “Hedgehog” to make conceptual distinctions in how important
philosophers and authors view the world.[1] Berlin describes hedgehogs as those who use a
single idea or organizing principle to view the world (examples given include Dante, Pascal,
Dostoevsky, Plato, Ibsen, and Hegel). Foxes, on the other hand, incorporate a type of
pluralism and view the world through multiple, sometimes conflicting, lenses (examples
include Goethe, Joyce, Shakespeare, Aristotle). Economists use the conceptual framework
of “supply” and “demand”to distinguish between the behavior and incentive systems of
firms and consumers. Like many conceptual frameworks, supply and demand can be
presented through visual or graphical representations.
Marketing:
According to Philip Kotler, “Marketing is human activity directed at satisfying needs
and wants through exchange process.”
The American Marketing Association offers the following formal definition:
“Marketing is an organizational function and a set of processes for creating, communicating
and delivering value to customers and for managing customer relationships in ways that
benefit the organization and its stockholders.”
Marketing is everywhere. Formally or informally, people and organizations engage in a vast

number of activities that we could call Marketing. Good marketing has become an
increasingly vital ingredient for business success. And marketing profoundly affects our day-
to-day lives. It is embedded in everything we do – from the clothes we wear, to the websites
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we click on, to the ads we see. Good marketing is no accident, but a result of careful planning
and execution.
So, simply, Marketing is about identifying and meeting human and social needs. One of
the shortest definitions of marketing is “meeting needs profitably.”
Strategy:
According to Chandler,“Strategy is the determination of basic long-term goals &
objectives of an enterprise & the adoption of courses of action & the allocation of
resources for carrying out these goals.” Strategy can be defined as (Mintzberg, 1987)
 a plan (some sort of consciously intended course of action)

 a ploy (specific maneuver intended to outperform a competitor)
 a pattern (stream of realized actions)
 a position (means of matching between an organization & its external environment)
 a perspective (ingrained way of perceiving the world & sharing among
organizational members)
Therefore, goal indicates what a business unit wants to achieve; Strategy is game plan for
getting there. Every business must design a strategy for achieving its goals, consisting of a
marketing strategy.
Marketing Strategy:
According to Philip Kotler, “Marketing Strategy is a process that can allow an
organization to concentrate its resources on the optimal opportunities with the goals of
increasing sales and achieving a sustainable competitive advantage.”
Marketing strategy is a long-term course of action designed to optimize allocation of the

scarce resources at the disposal of a firm in delivering superior customer experiences and
promote the interests of other stakeholders. Scarce resources include monetary capital,
human capital, technology, time, Marketing strategy is intimately tied with strategic planning
– the process of creating a firm’s strategy. Marketing strategy should be linked with the
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firms’ mission, and values (although these elements are not strictly part of marketing
strategy)
Classification of Marketing Strategy:

A. Aggressive Strategies
Prospector Strategy (e.g. SONY)
 Exploring new market.
 Wide range of products
 Premium Pricing
Defender Strategy (e.g. SUNLIGHT)
 Low price
 Keen on repeat purchase
 Low promotional costs
Analyzer Strategy (e.g. SIMOCO)
 Not the 1st mover in the industry
 Expand the existing market
Reactor Strategy (e.g. HINDUSTAN MOTORS)
 Changes in model only under Govt. Pressure
 No new model
B. Porter’s Generic Strategies

Mc. Porter has proposed three generic strategies that provide a good starting point for
strategic thinking. These are:
Cost Leadership (e.g. Micromax Mobile)
 Selling below the average industry prices to earn higher profit
Differentiation Strategy (e.g. McDonalds)
 Unique products
 Premium Pricing
Focus Strategy (e.g. BMW)

 Premium product available at a premium price
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 Small percentage of the worldwide market
Stuck in the middle (e.g. Toyota)
 According to Porter (1980), a company’s failure to make a choice between cost
leadership and differentiation essentially implies that the company stuck in the middle.
Marketing Mix:
According to Philip Kotler, “A Marketing mix is the mixture of controllable marketing
variables that the firm uses to pursue the sought level of sales in the target market.”
So, Marketing Mix is one of the most fundamental concepts in marketing management.
Marketing Mix is a combination of marketing tools that a company uses to satisfy their target
customers and achieving organizational goals. Edmund Jerome McCarthy classified all these
marketing tools under four broad categories or components: Those four categories or
components of marketing mix are also called “marketing mix variables” or “controllable
variables”.
Definition of 'Four Ps'

The four Ps, often referred to as the marketing mix, are all constrained by internal and
external factors in the overall environment. For attracting consumers and for sales promotion,
every manufacturer has to concentrate on four basic elements/components. These are:
 Product
"Product" component determine the name, design and packaging of the good.
 Price
"Price" involves the cost of the good and if volume or seasonal discounts will be offered.
 Place
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"Place" decisions outline where the product will be sold and how it will be delivered to the
market.
 Promotion
"Promotion" involves advertising, public relations and promotional strategy.
Promotion:
According to Philip Kotler, “Promotion compasses all the tools in the marketing mix whose
major role is persuasive communications.” Simply, Promotion is a communication process
by which the producer of the products or services draws attention of the consumers or
prospective consumers towards their products and services. Consumers are informed and
reminded about the products & are requested and persuaded to purchase their products.
Promotional Strategy / Promotion mix:

Innovative combination of promotional ideas or methods like print or broadcast, person-
toperson selling, direct marketing, etc., used for particular product or for multiple or family
of products is called Promotion Mix.
Ingredients of the Promotional Strategy:

 Advertising
 Sales Promotion
 Public Relations / Publicity
 Personal Selling / Sales Force
 Direct Marketing
Advertising:
The most important ingredient of the promotional strategy is ‘Advertising’. Kotler and
Armstrong provide an alternative definition: “Advertising is any paid form of non-personal
presentation and promotion of ideas, goods and services through mass media such as
newspapers, magazines, television or radio by an identified sponsor”.
Above The Line (ATL):

Above The Line (ATL) refers to an advertising strategy of promotional activities done at
macro level. It is done at national, regional or at bigger territory level and mass audience is
covered in this type of promotion. A brand image is created about the company and its
product. Media such as television, cinema, radio, newspapers, and magazines are used to
create an impact about the company and its product. ATL communication is more of
conventional in nature.
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Below The Line (BTL):
Below The Line (BTL) refers to an advertising strategy of promotional activities done at
micro level and forms part of non-media communication. It includes direct mailing,
distribution of flyers, brochures, and usage of sponsorships, public relations, tele-marketing
and point of sale.
Through The Line (TTL):

These days, companies use an integrated approach involving both ATL and BTL and it is
called Through The Line (TTL). Through The Line (TTL) refers to an advertising strategy of
promotional activities involving both above and below the line communications. This
strategic approach allows brands to engage with a customer at multiple points for example,
BournVite Quiz Contest.
Consumer:
An individual who buys a product or service for personal use and not for
manufacturing or resealing. A consumer is someone who can make the decision whether or
not to purchase an item at the store, and someone who can be influenced by marketing and
advertisements. Any time someone goes to a store and purchases a toy, shirt, beverage, or
anything else, they are making that decision as a consumer. Therefore, a consumer is a
person or group of people, such as a household, who are the final users of products or
services. The consumer's use is final in the sense that the product is usually not improved by
the use. For my study I have chosen the above 18year consumer to get reliable answer.
CHAPTER-3
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National Scenario:
Currently in India, the national economy and marketplace are undergoing rapid changes and
transformation. A large number of reasons could be attributed to these changes. One of the reasons in
these changes in the Indian Market Scenario is Globalization, and the subsequent and resulting
explosive growth of global trade and the international competition.
The other reason for these changes in the Indian Market Scenario is the technological change. In the
Indian Marketing Scenario, the market success goes to those companies that are best matched to the
current environmental imperatives.
The Indian Marketing Scenario is one of the biggest consumer markets and that is precisely the
reason why India has attracted several MNC’s. These large Multi National Companies have realized
that to succeed in the Indian market-place they need to hire Indian representative who are much more
aware of the Indian economic, political, legal and social realities. In the Indian Marketing Scenario, it
is the MADE FOR INDIA marketing strategies that work.
International Scenario:
In today's competitive environment, developing an international marketing strategy is common and
used by many companies to open business perspective, remain competitive and fulfill customer needs
across the globe.
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All products cannot be marketed on an international level, the potential demand has to be effective,
the product has to provide an added value for the customer and be well marketed according to
cultural, economical and many other factors.
International Marketing Strategies Formulation

For example: The car market is strongly developed internationally for the production as well as for
the marketing and selling process. In international marketing, the several brands have developed a
brand strong recognition, increased market shares and it benefited the company. However,
implementing an international marketing strategy is a long and expensive process, especially in a
competitive market such as the car market of the United States.
Two-Pronged International Marketing Strategies
Value Addition Image Building
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The presentation for adding values to On the other hand, it may not be so easy to start
goods is comparatively easy to follow building an image abroad. A variety of factors
because the crux of it liesin identification contribute to the image a company has overseas.
of the “correct” (in terms of the strategy) Some of these are within the company’s control
and some are not. Considering these factors, the
goods. After this, the product design and
international market must give top priority to
development has to follow the demand those image factors which he can control.
patterns from customers.
CHAPTER-4
History of the company(Vodafone and Airtel)

AIRTEL
Airtelformerly known asBharti Tele-Ventures LTD(BTVL) is the largest cellularservice
provider inIndia, with more than 110 million subscribers as of 2009. With this, Bhartiis now
the world's third-largest, single-country mobile operator and sixth-largest integratedtelecom
operator. It also offers fixed line services and broadband services. It offers itsTELECOM
services under the
Airtelbrand and is headed bySunil Bharti Mittal. Thecompany also provides telephone
services and Internet access over DSL in 14 circles. It alsoacts as a carrier for national and
international long distance communication services. Thecompany has a submarine cable
landing station at Chennai, which connects the submarinecable
connectingChennaiandSingapore.The businesses at BhartiAirtel have always been
structured into three individual strategicbusiness units (SBU's) - Mobile Services,
AirtelTelemedia Services & Enterprise Services.The mobile business provides mobile &
fixed wireless services using GSM technology across23 telecom circles while the
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AirtelTelemedia Services business offers broadband &telephone services in 95 cities and has
recently launched a Direct-to-Home (DTH) service,Airtel Digital TV.Shahrukh Khanwas
the brand ambassador of the mobile company andKareenaKapoorandSaif Ali Khanwere
the brand ambassadors of the DTH company.Thecompany provides end-to-end data and
enterprise services to the corporate customers through hits nationwide fiber optic backbone,
last mile connectivity in fixed-line and mobile circles,VSATs, ISP and international
bandwidth access through the gateways and landing station.Globally, BhartiAirtel is the 3rd
largest in-country mobile operator by subscriber base,behind China Mobile and China
Unicom. In India, the company has a 24.6% share of thewireless services market, followed
by 17.7% for Reliance Communications and 17.4% forVodafone Essar. In January 2010,
company announced that ManojKohili, joint managingdirector and chief executive of Indian
and South Asian operations, will become the chief executive of the international business
group from 1st of April 2010. He will be overseeingBharti's overseas business. April 1
2010Deputy Chief Executive Sanjay Kapoorreplaced andMr. Kohliand was the CEO with
effective.
Airtel
Airtel is abrand of telecommunication services inIndia, Bangladeshand Sri Lanka owned
and operated by BhartiAirtel. It is the largest cellular service provider in India interms of
number of subscribers. Services are offered under the brand name Airtel: MobileServices
(usingGSMTechnology),Broadband&Telephone Services (Fixed line, Internet
Connectivity(DSL) and Leased Line), Long Distance Services and Enterprise Services
(Telecommunications Consulting for Corporates). It has presence in all 23 circlesof the
country and covers 71% of the current population (as of Financial Year 2010).Airtel has also
launched 16Mb/sbroadband plans in India, making it the first ISP to do so.
VODAFONE
Vodafone India is a 100% subsidiary of Vodafone Group. It commenced operations in 1994

when its predecessor Hutchison Telecom acquired the cellular license for Mumbai. Brand
Vodafone was launched in India in September 2007, after Vodafone Plc. acquired a majority
stake in Hutchinson Essar in May 2007. From a single operation base with 31 million
customers, the company has expanded its operations across the country to cover all 22
telecom circles and service 180 million customers. This journey is a strong testimony of
Vodafone's commitment and success in a highly competitive and price sensitive market.
At Vodafone India, customers are at the heart of everything they do. That’s why over 180
million Indians have chosen to stay connected with Vodafone. Knowledge of global best
practices along with deep exposure to local markets has made Vodafone leaders in the
telecommunications industry. Since commencing operations in 2007, they have consistently
been awarded for best-in-class network, powerful brand, unique distribution and unmatched
customer service. Whether an individual or enterprise, customers always receive world-class
services that cater to their needs.
Page 22 of 41
Mobilising the community, mobilising social change of Vodafone
The Vodafone Foundation in India recognises the power of mobile technology to address
some of India’s most pressing challenges relating to education, health, equality and access.
Vodafone is committed to enable people and technology to drive innovation, disseminate
knowledge, and create shared value to improve lives.
By leveraging mobile technology in the four areas of m-women, m-education, m-health and
m-agriculture, they work in partnership with key charities, development agencies and the
community to drive social change on a large scale in India. As part of social investment
programme, the Vodafone Foundation in India also focuses on disaster relief and implements
the World of Difference - a unique employee engagement programme.
In countries where Vodafone operates, a unique footprint of 27 Vodafone Foundations

operate to deliver social investment programme.
Subscribers in India
Page 23 of 41
Employees
Data Analysis
Vodafone India Limited
“Vodafone will enhance value for its stakeholders and contribute to society by
providing our customers with innovative, affordable and customer friendly
communications services.
Through excellence in our service we aspire to be the most respected and
successful telecommunications company in India.”
What does their Mission mean to theirstakeholders?
Vodafone Enhance Value through

 Delivering affordable, reliable and customized communication services which are simple
to use, enjoyable, seamless and secure.
Vodafone Customers Respect them because

 Vodafone understand their needs
 Vodafone create innovative services
 Vodafone consistently deliver on what they promise
Page 24 of 41

 Vodafone provide a secure and reliable network
 Vodafone offer affordable products and services
Vodafone define Success as

 Delighted customers who recommend them to others
Vodafone Enhance Value through

 Providing enriching careers and long term growth opportunities in a fair and collaborative
work environment.
Their Employees Respect them because

 They provide a healthy and safe work place
 They encourage mutual respect, trust and appreciation
 They promote diversity and treat them inclusively
 They conduct themselves with transparency and integrity

 They pursue speed and simplicity in all that they do
 They recognize and admire accomplishments
Vodafone define Success as
Page 25 of 41
 Happy employees with great careers
AIRTEL
Marketing environment
Aim:-
 They introduce cutting edge marketing managementwhich involves thinking &

provide framework & strategies.
 Emphasize market leader.
 Cross cultural negotiation
Pricing policy:
 Pricing policy
 Dynamic Pricing
 Multiple pricing Points.
 Value addition to customer.
 Freedom of choice
MARKETING REVERSESYSTEM:
 Process Organization
 Mass Customization
 Sector Destruction
 Integrated Solutions
 Integrated Business Design
 Consumer Spaces
Strength and Weakness of VODAFONE and AIRTEL
Page 26 of 41
Vodafone
Strength
 Have more than 2,38,000 base station sites transmitting wireless signals
 Making one of the largest mobile operators in the world.
Weakness
 Vodafone slow in responding to the trend towards bundling the American business is
not as strong European.
Airtel
Strength
 A group of strong network transportation
 Strong ability to manage change and acquisition
Weakness
 Untapped rural market. Although AIRTEL have strong presence throughout the
country but still they are far away from the Indian rural part.
Comparative Analysis of Marketing Mix Between Vodafone

and Airtel
Page 27 of 41
Vodafone
Vodafone India rolls out 4G services in parts of Kolkata

Vodafone India Ltdlaunched its 4G high-speed Internet services in parts of Kolkata on
25th January 2016. The telco has rolled out in prominent business and residential corridors
of Kolkata including BBD Bagh, Park Street, Alipore, Ballygunge, Salt Lake Sector 5,
Airport and EM bypass, a statement from the company said.
“The roll-out will be completed across all parts of Kolkata by June in a phased manner.
The launch in Kolkata follows the successful launch of Vodafone’s 4G services in
Kerala and Karnataka,” the statement added.
Kolkata is the first major metro that the telco has rolled out its 4G services in. It started
the roll-out in Kochi on 8 December, and is using the FDD-LTE (Frequency Division
Duplex-Long Term Evolution) standard of 4G technology, on 1800 Mega Hertz (MHz) band
spectrum.
In recent months Idea Cellular Ltd and Vodafone have been steadily increasing their 4G
footprint along with BhartiAirtel Ltd, in anticipation of a launch of the services by
MukeshAmbani promoted Reliance JioInfocomm Ltd, later this year.
Page 28 of 41
BhartiAirtel fires the first shot in India’s upcoming 4G war
Airtel has thrown down a challenge to its 200 million customers in India: Find an Internet
connection that’s faster than its high-speed, data-rich, fourth-generation (4G) mobile phone
service, and the company will pay their phone bills for life.
That audacious offer was made after BhartiAirtel, about one-third owned by Singapore
Telecommunications Ltd, on 6th August 2015 became the first phone services provider to
commercially launch 4G services across India, beating existing competitors,
including Vodafone Group Plc, and Reliance JioInfcomm Ltd.
BhartiAirtellaunched 4G services at 3G prices in 296 cities and towns countrywide, and

offered users sweeteners, including unlimited voice calls on mobile, along with bundled
movies and music, and a mobile app giving users access to a vast collection of videos.
With that, India’s biggest phone firm by revenue and subscribers, controlled by
billionaire Sunil Mittal, fired the first shot in India’s upcoming 4G war.
To attract as many users as it can to its 4G network, Airtel has taken a two-pronged approach
—towards devices and towards services. It has tied up with Flipkart.com so that when
customers buy some brands of phones on India’s largest e-commerce marketplace, they can
opt to get an Airtel 4G SIM delivered to their homes along with the device.
Page 29 of 41
Trend Analysis
Page 30 of 41
Marketing mix
AIRTEL
Product
 Pre-paid, post-paid value added services solutions for business enterprises.

 International facilities through calling cards and pre-paid world SIMs etc.
Place
 Flow of information in channel members.

 Availability of the promotional item to the channel.
Page 31 of 41
Price
 Flexible pricing mechanism.
 Customer based pricing.
Promotion
 SRK and Sachin are roped in to endorse the product.

 In 2002 Airtel got its signature tune from A.R. Raheman.
Vodafone
Product
This means giving customer the features and benefits they want. Vodafone gives buyers features
such as games, pictures, ringtones, information services, bills and even video.
Place
Vodafone operates over 300 stores and also sells through other outlets. It has expert staff in the stores
to help buyers.
Price
Vodafone offers a number of price plans to suit all of its target groups.
Promotion
Above the line this is advertising in a number of different ways such as TV, internet.
Page 32 of 41
Vodafone worked with icon like David Beckham and now one of their successful ads includes
their talented and wacky characters “ZooZoo”
ANALYSIS AND I NTERPRETATION:
Q.1 Overall, how much satisfied are you with you network service?
Brands Very high High Medium Low Very low

satisfaction satisfaction satisfaction satisfaction satisfaction
level level level level level
Vodafone 12 8 6 4 0
Airtel 5 7 6 8 4
Network Sati sfacti on Level

14
12
12
10
8
8 8
7
6
6 6
5
4
4 4
2
0
Very High High Medium Low 0Very Low
Vodafone Airtel
Chart-1
Interpretation:Above table data analysis shows that satisfaction rate of network service is
leaded by Vodafone and Airtel.so Vodafone is more satisfactory network.
Q.2 overall, how much satisfied are you with tariff plans provided by your
network service?
Page 33 of 41
Brands Very High High Medium Low Very Low
Satisfaction Satisfaction Satisfaction Satisfaction Satisfaction
Level Level Level Level Level
Vodafone 8 10 5 4 1
Airtel 5 8 5 9 5
Tariff Plans Sati sfacti on Level

12
10
0
Very High High Medium Low Very Low
Vodafone Airtel
Chart-2
INTERPRETATION: Above data and chart analysis depicts that Vodafone has the
highest rating of value for money and excellent and good service provider but Airtel is not up
to the mark.
CHAPTER-5
Page 34 of 41
CONCLUSION:
Marketing and Promotional Strategy are two very important to a company to sale their
product(s). Through marketing company presents their products to the consumers and through
promotions company try to remind customers about their product and also try to increase the number
of consumer. Without marketing and promotional strategies company cannot sale their products.
Marketing is the only way by which company can contact to the consumer. Through promotions
company try to develop their product marketing. Through promotion company gives many
attractive and exciting offers to the consumers to sale their products.
After analyzing the findings of the research I can conclude that Vodafone lagged behind its
competitors as far as customer service and availability is concerned but Airtelnet connection and
recently launched 4G connection is now capturing the market.On the basis of age group, most of the
respondents (60%), areusing Vodafone. And yes the Gap exist there in telecommunication industry.
Consumers have a lot of expectations from their service provider that are not performed or deliver by
their companies. As we know that consumer expect from Vodafoneand Airtelto improve its customer
care service that can befound busy most of the times.

 Now users of VODAFONE have rated it as a best company for value of money but still theyare
not satisfied with some of company’s strategies.
 Then we have example of users of AIRTELare not satisfied withcompany customer care
service as it is a difficult process because one has to wait a lotor call again and again to talk
with a customer care representative.
 AIRTEL
Performance is good but Gap exists not just withAirtelbut with all thecompanies in the
industry. Various VAS (Value Added Services) provided bycompany does not seems to be
satisfying their users. Customers are not satisfied withSMS pack that is perceived costlier as
compare to others companies SMS packs byAirtel.
 VODAFONE
is to be found the best service provider of network service and customer careservice as well.
This is one company in the industry that can be found delivering asper their customer
expectations. That’s why customers have rated it not as satisfactorybut excellent. But one has
to pay more for superior service and
 AIRTEL
Paying more for value added services. And theyexpect from company to offer some of the
VAS at some of the competitive prices.Price is the only Gap exists inAirtelbetween company
and users.
 In all over the India after analyzing some previous report it is seen that AIRTEL is much more
active network service. But in case of Global Presence VODAFONE is more user friendly with
the consumers.
Page 35 of 41
RECOMMENDATIONS:
 Marketing is a tree and promotion is the very important part of this tree. Without
promotion marketing lags behind. Promotional activities should go hand in hand with
marketing to get overall a successful result. Promotion makes progress in the marketing.
Therefore, without promotion marketing is incomplete work, to complete it company
has to follow the promotional activities too.
 To ensure that every youth has a mobile, service providers have to offer services like
SMS/MMS/NET at low cost/free and ensure that the total mobile bill for the youth does
not cross Rs.300-400 per month, which is the maximum this segment of customers can
afford from their pocket money.
 To ensure that every household has a mobile connection, it is essential that the utility of
mobile phones is increased through better STD and ISD rates vis-à-vis landline, friends
and family offers, special rates to landlines etc., with easy/low deposit schemes to
acquire these facilities.
 To ensure that the penetration targeted in towns and villages is achieved, service providers
have to invest in network expansion and reach out on priority; to exploit the untapped
potential in these markets.
 All the service providers are made good advertisements fortheir services.Because,
advertisements are take little part forinfluencingthe consumers.All the service providers
are try to increase postpaid users.
 Airtel, Vodafone should attract the customers byreducing their price.Airtel should decrease
their dissatisfy customers byproviding good after sales services.Vodafone should give
periodical offers to their customers.Airtel should decrease their outgoing call charges.
Page 36 of 41
BOOKS:
 Marketing Management- A South Asian Prospective: Kotler, Keller,
Koshy&Jha
(PersonPublisher)
 Marketing Management: Philip Kotler
(Person Publisher)
ARTICLES:
‡Journals
 MwaawaaruLaaru Sarah(2009)- Business Economics & Tourism
 GauharFatma, ElaKumari(2013)- IJAIEM
 Stanley George(June,2012)- International Journal of Academic
Research in Business and Social Sciences
WEBSITES:
 http://www.wikipedia.org
 http://www.indianfoline.com
 http://www.indianchild.com/marketing/india-marketing-scenario.htm
 http://www.vodafone.in
 http://www.airtelworld.co.in
Annexure-2
Dear Sir/Madam,
Page 37 of 41
I SrutiDatta student of B.COM HONOURS IN ACCOUTING AND FINANCE OF
MAULANA AZAD COLLEGE. I am doing my project on “Marketing and Promotional
strategies of two brands VODAFONE & AIRTEL.” Please give your precious time for
filling these details.
Name: ___________________________
Phone No. _______________________
1. Which one is your current service provider?
o Airtel
o Vodafone
o Any other
2. For how long you are using this mobile connection?
o Less than 6 months.
o 6 to 12 months.
o Above 12 months.
3. What were the reasons for choosing this mobile connection?
o Recommended by friends or relatives.

o Recommended by retailers.
o Brand image.
o Tariff plans.
4. Which telecommunication has good advertising power?
o Air Tel
o Vodafone
o Any other
5. Which 4G network do you prefer?
o Just launched Vodafone 4G
Page 38 of 41
o Existing Airtel 4G
6. What are the features you look for in a product before making purchase
decision? Give preferences.
o Brand credibility
o Price and Discount
o After sales services and parts, network
o Value for money
7. Are you aware of various promotional activities being run by your network?
o Yes
o No
8. Are you satisfied with these promotional activities?
Very Satisfied Somewhat Not Satisfied

Satisfied Satisfied
a. Customer
care
b. By AD films
c. 24 hrs. call
center
services
9. Would you like to recommend your network to others?
o Yes
o No
10. What type of connection are you using of your network?
o Postpaid
o Prepaid
Page 39 of 41
11. Which other network will you prefer other than your network?
_______________________
12. Please rate your network service.
_______ Out of 10
Page 40 of 41
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TITLE OF THE PROJECT

MARKETING AND PROMOTIONAQL STRATEGIES OF

Name of the College: Maulana Azad College

Name of the College: Maulana Azad College

Month and Year of Submission: 29th January 2015

I express my gratitude to the Principal of my college for providing the excellent

Name of the College: Maulana Azad College

CHAPTER PARTICULARS PAGE NUMBER

Chapter-2 Conceptual Framework 16-23

Chapter-3 National and International Scenario

Chapter-4 Case Studies

Background of the Study:

1. To present information to consumers and others.

A logo often represents a specific brand, as do many trade names.

The object of study is as under:

 To identify the differences between market performance of Airtel and Vodafone.

Need of the Study:

“Promotional Strategies of Cellular Services: A Customer Perspective”analyzed that

 Designated fact gathering

ANALYSIS AND INTERPRETATIONS

RESEARCH METHODOLOGY/ DESIGN

Limitations of the Study:

 Respondents were reluctant to discover complete and correct information about

 Most respondents were not maintaining proper knowledge of various services

 It may be possible to analyze on large number of people(consumer) from different

Marketing is everywhere. Formally or informally, people and organizations engage in a vast

 a plan (some sort of consciously intended course of action)

Marketing strategy is a long-term course of action designed to optimize allocation of the

Classification of Marketing Strategy:

B. Porter’s Generic Strategies

Focus Strategy (e.g. BMW)

Definition of 'Four Ps'

Promotional Strategy / Promotion mix:

Ingredients of the Promotional Strategy:

Above The Line (ATL):

Through The Line (TTL):

International Marketing Strategies Formulation

Two-Pronged International Marketing Strategies

Value Addition Image Building

History of the company(Vodafone and Airtel)

Vodafone India is a 100% subsidiary of Vodafone Group. It commenced operations in 1994

In countries where Vodafone operates, a unique footprint of 27 Vodafone Foundations

What does their Mission mean to theirstakeholders?

Vodafone Enhance Value through

Vodafone Customers Respect them because

Vodafone define Success as

Vodafone Enhance Value through

Their Employees Respect them because

 They conduct themselves with transparency and integrity

Vodafone define Success as

 They introduce cutting edge marketing managementwhich involves thinking &

 Emphasize market leader.

 Cross cultural negotiation

 Multiple pricing Points.

 Value addition to customer.

 Integrated Business Design

Comparative Analysis of Marketing Mix Between Vodafone

Vodafone India rolls out 4G services in parts of Kolkata

BhartiAirtellaunched 4G services at 3G prices in 296 cities and towns countrywide, and

 Pre-paid, post-paid value added services solutions for business enterprises.

 Flow of information in channel members.

 SRK and Sachin are roped in to endorse the product.

ANALYSIS AND I NTERPRETATION: