Professional Documents
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ON
In partial fulfillment of requirement for the award of Post graduate program (degree) in marketing for the 2009-11 session
Submitted By:
Akhilesh Tomey
CONTENTS
Chapter-I
Page No. 7-10 11-17 18-20 21-24 26-27 28-29 31-38 40-47 49-50 51-52 53-57
Recommendation Annexure
Chapter-VI
Bibliography
59-60
CHAPTER-I
INTRODUCTION
INTRODUCTION
The telecom industry is one of the fastest growing industries in India. India has nearly 200 million telephone lines making it the third largest network in the world after China and USA. With a growth rate of 45%, Indian telecom industry has the highest growth rate in the world. History of Indian Telecommunications started in 1851 when the first operational land lines were laid by the government near Calcutta (seat of British power). Telephone services were introduced in India in 1881. In 1883 telephone services were merged with the postal system. Indian Radio Telegraph Company (IRT) was formed in 1923. After independence in 1947,all the foreign telecommunication companies were nationalized to form the Posts, Telephone and Telegraph (PTT), a monopoly run by the government's Ministry of Communications. Telecom sector was considered as a strategic service and the government considered it best to bring under state's control. The first wind of reforms in telecommunications sector began to flow in 1980s when the private In sector 1985, was allowed of in telecommunications equipment manufacturing. Department Telecommunications
(DOT) was established. It was an exclusive provider of domestic and longdistance service that would be its own regulator (separate from the postal system). the In 1986, two and wholly Nigam Mahanagar government-owned Limited Telephone companies for Limited were created: for Videsh Sanchar (VSNL) Nigam international (MTNL)
telecommunications
In 1990s, telecommunications sector benefited from the general opening up of the economy. Also, examples of telecom revolution in many other
countries, which resulted in better quality of service and lower tariffs, led Indian policy makers to initiate a change process finally resulting in opening up of telecom services sector for the private sector. National Telecom Policy(NTP) 1994 was the first attempt to give a comprehensive roadmap for the Indian telecommunications sector. In 1997, Telecom Regulatory Authority of India (TRAI) was created. TRAI was formed to act as a regulator to facilitate the growth of the telecom sector. New National Telecom Policy was adopted in 1999 and cellular services were also launched in the same year. Telecommunication sector in India can be divided into two segments: Fixed Service Provider (FSPs), and Cellular Services. Fixed line services consist of basic services, distance national services. or The domestic state long distance (BSNL and and international account long for operators MTNL),
almost 90 per cent of revenues from basic services. Private sector services are presently available in selective urban areas, and collectively account for less than 5 per cent of subscriptions. However, private services focus on the business/corporate sector, and offer reliable, high- end services, such as leased lines, ISDN, closed user group and videoconferencing. Cellular services can be further divided into two categories: Global System for Mobile Communications GSM sector (GSM) is and Code by Division Airtel, Multiple Access and (CDMA). The dominated Vodafone-Hutch,
Idea Cellular, while the CDMA sector is dominated by Reliance and Tata Indicom. Opening up of international and domestic long distance telephony services are the major growth drivers for cellular industry. Cellular operators get substantial revenue from these services, and compensate them for reduction in tariffs on airtime, which along with rental was the main source of revenue. The reduction in tariffs for airtime, national long distance, international long distance, and handset prices has driven demand.
COMPANY PROFILE
Vision:By 2010 Airtel will be the most admirable brand in India. Loved by more customers Targeted by top talent Benchmarked by more businesses.
Bharti Airtel crosses the 62 million customer mark Becomes the fastest private telecom company in the world to achieve this milestone
Enters into the league of the worlds top telecom companies, moves towards top 5 global mobile companies Adds last 25 Million in just 14 months, accelerates towards the 100 million customer mark. Rapidly expands network, to roll out across all census towns and over 5, 00,000 villages covering over 95% of the population. Bharti Airtel has achieved the distinction of becoming the fastest private telecom company in world to achieve this landmark in a single country within 143 months of start of operations. The 50 million customer base covers mobile as well as broadband & telephone customers. Commenting on this major global landmark, Mr. Akhil Gupta, Joint Managing Director, Bharti Airtel said, We are delighted to have achieved this major landmark, which puts Bharti Airtel amongst the top telecom companies in the world. It underlines the strength of our unique business model and our vision to provide affordable services like lifetime prepaid to customers across the length and breadth of the country. I would like to thank our partners for having shared our vision. This milestone highlights the emergence of India as one of the top telecom markets in the world and we are proud to have been at the forefront of this growth. Going forward, we believe this growth momentum will remain intact and we are gearing towards the 100 million customers mark.
Bharti Airtel crossed the 10 million customer mark in November 2004. In July last year, it crossed the 25 million customer mark. The company added the next 25 million customers in just 14 months. This is amongst the fastest rate of customer additions by any telecom company in the world. Mr. Manoj Kohli, President & CEO, Bharti Airtel added, This is a very proud moment for us and I would like to thank our 50 million customers for believing in Airtel. It is a tribute to our commitment to provide best-in-class services to our customers and lead the market with exciting innovations. Weare committed to create a world-class organization and benchmark it with the best in the world. As the market gets ready for the next wave of growth, we are committed to expanding our telecom networks wider and deeper across the country and partner Indias growth story. In the mobile business, Bharti Airtel plans to make considerable investments in Network expansion to establish presence in all census towns and over 500,000 villages across India by 2010, thereby covering 95% of the countrys total population. The companys strategic focus will be on further strengthening the Airtel brand through best-in-class customer service, which is backed by wide national distribution. In the Enterprise business, Bharti Airtel will invest substantially in the long distance business to achieve the scale of a global carrier within next 2-3 years. It is also strengthening the corporate business towards becoming a preferred managed services partner for the top 2000 corporations. In Broadband & Telephone SBU, Bharti Airtel will initiate large-scale deployments of broadband network infrastructure in 94 towns, with a sharp focus on the home and SME segments. It is readying to offer triple play to its customers with the launch of its IPTV service. The company is also looking at commencing national DTH operations by the end of the current fiscal.
ORGANIZATION STRUCTURE
PRODUCT PROFILE
Normal plan:
Airtel Advantage 199 Airtel Freedom 249 -Per second (N) (Airtel/MH/GSM/21 Airtel Turbo 249 Plan (Airtel/MH/GSM/22)
Corporate plan:
CUG-149 (For PG Student only) CUG-249 (R1) CUG- 249 AES CUG Gold- 299 CUG platinum- 399
Toppings Available
Local Mobile pack Local Airtel pack Local Landline pack Night pack STD pack Local SMS pack Local + National SMS pack International pack
LITERARATURE REVIEW
Customer Satisfaction
The Value of Customer Satisfaction by Andrew Mennie, General Manager eGain Communications EMEA
What is the connection between customer satisfaction and the bottom line? Ever wondered how much customer satisfaction is worth? We all know and Accept that it is a strategic goal for all organizations involved in the delivery of customer service. Yet in all my experience as a professional in this arena,I have never come across a customer services director who could articulate the Financial value of customer satisfaction to their business. Conversely, I have Never met a customer service Director Who wasnt measured on it. How Bizarre. Big business is happy to measure it but doesnt know what its worth.One of the reasons for the difficulty in making the connections, is the Intangibility of customer churn. That is to say, how dissatisfied does a Customers have to be before they leave and sign with the competition? What Might be an intolerable experience for one customer may well exceed all Expectations of another. Then theres competition. What if there isnt any?Before deregulation how concerned were the large utility companies with Customer satisfaction or British Telecom comes to that. Interesting therefore That the telecoms sector is where war is being waged on customer Satisfaction Could it that be high customer satisfaction attracts new customers and helps retain existing ones? Sounds like that could be worth something. There is no question that customer satisfaction is difficult to measure, but why Is measurement so essential?
As a student I opened my first bank as an adult with a major high street Bank. They attracted me with their offer of a $ 10 deposit to the account. I Stayed with them through the four years of university, through the gradually increasing overdraft, the unintentional forays beyond the overdraft limit, the lost ATM cards, the replacement cheque books, the minimal deposits, the regular and very small withdrawals. Except for the penalty charges for the Overdraft excursions the bank made very little money out of me, and in fact Incurred untold cost in maintaining me as a student customer. All that effort, clearly with the goal of keeping me in my earning years and reaping back their investment. In fact I felt consciously loyal to them at that point and even recognize that it was my turn to pay them back. So why was their customer service so poor once I became a full-time employee? I stayed with them for several years using them for mortgage service, investment and insurances but eventually churned to one of the first telephone banks. I have been with them a few years now and every time I phone them they are aware of my recent communications with them, request that I have made and they dont try to sell an unwanted insurance policy at the end of every call.
CHAPTER II
LIMITATIONS
1. Method of data collection was through personal interview and therefore bias becomes a major limitation. 2. Due to the time constraints all the customers were not covered. 3. The sample was restricted to 300 customers, which may restrict the scope and completion of study. 4. The scope of study is restricted only to the twin cities of Pune 5. Owing to their pre occupation some customers were unable to answer the complete questionnaire.
CHAPTER-III
RESEARCH METHODOLOGY
MARKETING RESEARCH
Definition of marketing research is approved by the board of the American Marketing Association (AMA) is: Marketing research is the functions which links the customer and public To marketer through information used to identity and define marketing Opportunities and problems; generate define and evaluate, marketing Actions, monitor marketing performance, and improve understanding of Marketing as a process. Simply, marketing research is the systematic design, collection, analysis and Reporting of the data findings relevant to a specific marketing situation facing the company. Careful planning through all stages of the research is a necessity. Objectivity in research is all- important. The heart of the scientific method is The objective gathering and analysis of the information. The function of marketing research within a company is to provide the information and analytical inputs necessary for effective.
*
* *
Planning of future marketing activity. Control of marketing operations in the present. Evaluation of marketing results. A research may undertake any of three types of research investigations depending upon the problem. These three types of research included.
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BASIC RESEARCH
It is also known as the pure fundamental research which refers to those studies, sole purpose of which is the discovery of new information. It is conducted to extend the horizon in given area of knowledge with no immediate application to existing problem.
APPLIED RESEARCH
It is an attempt to apply the various marketing techniques, which have been developed as research, first and later on they become applied research techniques. It is an attempt to apply the basic principles and existing knowledge for the purpose of solving the operational problems.
Marketing Research Process can be carried out through the following steps: Define the problem and research objectives Develop the research plan Collect the information Analysis and interpretations Present the findings
a) Data source
i. ii. Primary data to be collected for a specific purpose. Secondary data collected for another purpose.
1. Research Approaches: Primary data can be collected in four ways: 1. Observational research 2. Focus group research 3. Survey research 4. Experimental research 2. Research Instruments: Marketing researchers can use questionnaires in collecting of primary data, because of its flexibility, questionnaires is by for the most common instrument used to collect primary data. 3. Sampling Plan: This plan calls for the three aspects:a) Define the sampling unit. b) Decide the sample size. c) Decide the sampling procedure whether to use probability or non-probability sampling methods. 4. Contract method: once the sampling plan has been determined, this has to decide how the subject should be contacted. The choices are mail, telephone or research interviews.
COLLECTION OF INFORMATION
Data collection phase is generally the most expensive and the most phase to error. Carry out the field work, collect data using the instruments, adjust the Problem of not at homes, replaced, refusal to co-operate, biased or dishonest answers.
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 an approved reporting format, get the report typed and bound, present the copies of the report to the concerned authorities.
RESEARCH METHOD
Research methodology must be classified on the basis of the major purpose of the investigation. In this problem, description studies have been under- taken, as the objective of the project is to conduct the market share study to determine the share of the market received by both the company and it competitors.
DATA COLLECTION
The information needed to further proceed in the project had been collected through primary data and secondary data.
PRIMARY DATA
Primary data consists of information collected for the specific purpose at hand for the purpose of collecting primary data, survey research was used and all the retail outlets sellers using different brands and their competitors were contacted. Survey research is the approach best suited gathering description.
SECONDARY DATA
The secondary data consists of information that already exists somewhere, Having been collected for another purpose. Any researcher begins the research work by first going through the secondary data. Secondary data includes the information available with the company. It may be the findings of research previously done in the field. Secondary data can also be collected from magazines, newspapers, other surveys conducted by known research agencies etc.
RESEARCH METHODOLOGY
The respondents are the mobile postpaid connection holder with Airtels toppings facilities. The survey was carried in city of Pune with the sample size of 300. The survey was carried out with the help of a structured questionnaire, which helps in accomplishing the research objectives. The respondents by means of personal interview administer this structured ended questionnaire.
CHAPTER-IV
S eries1
150 100 50 0 199 249 225 Others
In my study I found that most of the customers (40%) having Normal 199 plan. My plan 149 - (20%), 249 - (10%) & others (30%) It is shown in the above bar diagram
Mode of Payment
S eries1
150 100 50 0 Cash Credit Card Cheque Internet Banking
In my survey I observed that most of the customers paid their bill through cash (45%) & credit cards (35%) respectively. And the rest cheque (18%) & Internet banking (2%).
S ales
35% 50% 15%
In my survey I found that most of the customers have taken CUG (50%). It is shown in the above pie diagram.
S eries1
250 200 150 100 50 0 210 60
20
10
Bill Never get Wrongly Never get Payment Bill on Charged Bill on Time Time
In my survey I found that most of the customers (70%) have faced their problems towards bill payment in counter. 20%, 7% & 3% are those who never receive bill on time, wrongly charged & never get the bill.
S eries1
50 50 40 30 20 10 0 41 30 28
March
April
May
June
The interesting observation of this survey is the sales of the toppings were increasing regularly. It reveals that popularity of toppings were increasing through sales. These are the data of only one AIRTEL RELATIONSHIP CENTER.
CHAPTER-V
FINDINGS
1.
2.
It was observed that most of the customers expressed their unhappiness over
billing services. Either they were wrongly charged or they never received bills on time.
3.
4. Through my survey, I came to know that most of the customers are satisfied with our plans and toppings.
4.
Through my survey I observed that most of the customers are using STD pack. 6. I observed that most of the customers are using Per second-239 plan. 7. I observed that most of the customers like Airtel advertisement and punch-line
SUGGETIONS
1.
relationship management, the billing department has to be more effective & efficient.
2.
To retain existing customers means offering the best scheme. This could
automatically attract new customers. Airtel need not spend on advertisement to attract new customers.
3.
Airtel should continue to offer the best toppings to stay at the top.
ANNEXURES
QUESTIONNAIRE
7.
11. Would you like to give your suggestions to improve the satisfaction level of customer?
a. b. Yes No
CHAPTER-VI
BIBLIOGRAPHY
TEXT BOOKS
Principles of Marketing Philip Kotler and Gery Armstrong Marketing Research D.D. Sharma Marketing Research Green & Tull
Websites:
WWW. BHARTIAIRTEL.IN WWW. AIRTEL.IN WWW. GOOGLE.COM