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Project Report ON: Comparative Analysis of Marketing Strategies of Vodafone & Airtel
Project Report ON: Comparative Analysis of Marketing Strategies of Vodafone & Airtel
PROJECT REPORT
ON
Comparative analysis of Marketing Strategies of
Vodafone & Airtel
UNDER GUIDANCE
Prof. Bharat Bhushan
(Submitted in fulfillment of the requirement for the degree)
MASTER OF BUSINESS ADMINISTRATION
(Marketing)
2008-2010
SUBMITTED BY
Raman Kumar
MBA- 4th SEM.
Roll No.-80907317092
ACKNOWLEDGEMENT
(Raman kumar)
DECLARATION
I Raman Kumar, student of Dr. I.T.Businees school Banur hereby
solemnly and affirmly declare that the project of comparative study
between Airtel and Vodafone has been prepared by me. The findings and
analysis made in the project is exclusively the extensive study made in
the form of data collected and its systematic analysis to make the project
a comprehensive one. The data is not copied and will only be used for
academic purpose.
PREFACE
Education becomes more meaningful when its theoretical
aspects are combined with practical experience. These provide an
opportunity to the students to improve their understanding of the studies.
M.B.A. (Marketing) is a course, which combines both its theory
and application as its content of study in the field of Marketing and
commerce as a part of this course
This project is the result of my major project based on
strategies used by two company. Major project is an integral part of
Master of Business Administrator (MBA) course & it aims at providing a
first hand experience of the industry to the students. This practical
experience helps the students to view the real business world closely
which in turn widely influences their conceptions & perceptions.
CERTIFICATE
This is to certify that this project report titled
Comparison Between Airtel & Vodafone Based on their Strategic
Performs.
being submitted by Raman Kumar to Dr. IT Business School in
partial fulfillment of the degree of Master of Business Administrator
(MBA) is a bonafide piece of work on major project report by him under
my guidance & supervision. This report has not been submitted to any
other unit or institution for a degree and diploma. The assistant & help
received by the candidate during the course of investigation have been
acknowledging.
Dated
CONTENT
PAGE
1.NEED OF STUDY7
2. OBJECTIVE OF STUDY .......8
3. A BRIEF HISTORY OF TELE SECTOR IN INDIA . 9
4. INTRODUCTION OF TOPIC 19
5. SWOT ANALIYSIS ..34
6. COMPARISON OF MARKETING STRATEGIES BETWEEN
AIRTEL & VODAFONE..................................................................... 38
7. REASEARCH METHODOLOGY ......43
8. LIMITATION ........46
9. DATA ANALYSIS AND INTERPERTATION 48
10. CUSTEMOR RESPONSE TOWARDS QUESTIONNAIRE........55
11. CONCLUSION 60
12. SUGGESTION 61
13. BIBLOGRAPHY .62
14. QUESTIONNAIRE .63
factors
which
10
its intention to pull out from Skycell Communications, and Hong Kongbased Distacom is seeking to sell
its
stake
in
Spice
Communications. First Pacific's (based in Hong Kong) continued
commitment to Escotel is uncertain, and the former is reviewing various
options.
The string of sell-outs notwithstanding, there has been a merger and
acquisition wave sweeping across the Indian cellular industry in recent
years. Hong Kong-based Hutchison Whampoa, via Hutchison
Telecommunications (HK), acquired major stakes in Sterling
Cellular (December1999), Usha Martin Telecom (mid-2000) and
Fascel (September 2000). Through a partnership with local company,
Kotak Mahindra Finance, Hutchison Whampoa practically controls
Fascel and Usha Martin Telecom, thus circumventing the 49 percent limit
on foreign ownership in Indian cellular operators. Hutchison Whampoa
is also the controlling shareholder of Hutchison Max Telecom. Not to
be outdone, Bharti Enterprises another major cellular player
acquired Telecom. Not to be outdone, Bharti Enterprises another
major cellular player acquired.
Communications renamed Bharti Mobinet (August 2000). Bharti also
acquired the Punjab license of Essar and started operations, giving
competition to the lone operator there, Spice Communications.
Going forward, Bharti is likely to merge all its cellular companies
into one entity.
Five companies together bid Rs16.3 billion to bag the licenses for the
fourth operator slots in four metros and 13 circles. Bharti emerged as the
No. 1 bidder with eight new licenses, followed by Escotel with four,
Hutchison with three, and Vodafone and Idea cellular with one each.
Bharti and Hutchison have already commenced operations in all the
circles while Idea is set to launch in Delhi. Escotel and Vodafone have
not made any headway
BHARTI, the third cellular operator for Delhi and Mumbai, started
services in March 2001. BSNL as the third nationwide cellular operator,
launched services in Kolkatta and Bihar in January 2002. This was
followed by Tamil Nadu in July 2002. A nationwide launch was scheduled
for 2 October2002. However, this has been postponed until after mid
October. Once BSNL rolls out its service, most telecom circles will
have four cellular operators. There will be tremendous competitive
pressure, which will result in lower tariffs. Future rate cuts are expected,
which will drive demand together with falling handset prices and the
introduction of prepaid services.
12
13
14
15
SYNOPSIS
Telecom Sector In India
Than 125 million telephones network is one of
the largest
communication networks in world, which continues to grow at a
blistering pace.
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 telecom
sector has shown impressive growth during the past decade.
Two striking features of this growth viz. increasing preference for
mobile phones and higher contribution of private sector in the
incremental growth have predominated the etlecom sector. The share
of mobile phones (including WLL mobile) has overtaken the share of
landlines with 62% in the total number of phones. The private sector's
contribution is
also increasing rapidly. Currently more than 30 lakh phones are being
added each month and it is targeted that by the end of 2008 the total
number of phones may reach a level of350 million taking the tele-density
to more than 30% which is currently at 24.63%.
Network Expansion:- The total number of telephone subscribers has
reached 281.62 million at the end of January 2008 as compared to 232.87
million in July 2007. The overall Teledensity has increased to 23.63% in
January 2008 as compared to 21.20% in August2007.
Wireless Service:- The wireless segment saw a surge of 8.77 million
subscribers last month compared to 8.17 million in December2007. This
pushed the total wireless subscribers base to 242.40 million by Jan 31
2008
Wire line Subscribers:- The wire line segment subscriber base stood at
39.73 million with a decrease of 0.16 million at the end of January 2008.
Teledensity:- The gross subscriber base reached 206.83 million at the end
of March 2007. The Teledensity is 24.63%at the end of January 2008 as
18
19
only needs to maximize its profit but also needs to satisfy its
customers and should try to build upon from there
AIRTEL
Company profile
AIRTEL is a brand of telecommunication services in India operated by
Bharti Airtel. Airtel is the largest cellular service provider in India in terms
of number subscribers. Bharti Airtel owns the Airtel brand and provides
the following sevices under the brand name Airtel: Mobile Services (using
GSM Technology), 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 circles of the country and covers 71% of the current
Focus on satisfying and retaining customers by ensuring high
level of customer satisfaction;
Leverage strengths of its strategic and financial partners; and
Emphasize on human resource development to achieve operational
efficiencies.
population (as of FY07.Leading international
companies such as Vodafone and SingTel held
telecommunication
22
BHARTI AIRTEL
(Cellular
TOUCHTEL
(Basic Service
INDIA ONE
(National Long
Operations)
Distance)
Operations)
Airtel - The flagship brand for cellular operations all across the
Indian country.
Touchtel- The brand earmarked for basic service operations.
India One- The brand for national long distance (NLD) telephony
Though the costs of creating new brands are heavy but the group wants to
createdistinct independent brands to address different customers
and profiles.
Brand Strategy
To understand the brand strategy, lets first look at the brand building
exercise associated with Airtel a brand that had to be repositioned
23
recently to address new needs in the market. When the brand was
launched seven years ago, cellular telephony wasnt a mass market by
any means. For the average consumer, owning a cellular phone was
expensive as tariff rates (at Rs 8 a minute) as well as instrument prices
were steep sometimes as much as buying a second-hand car.
Bharti could have addressed the customer by rationally explaining to him
the economic advantage of using a mobile phone. But Sachdev says that
such a strategy would not have worked for the simple reason that the value
from using the phone at the time was not commensurate with the cost.
Instead of the value-proposition model, we decided to address the
sensory benefit it gave to the customer as the main selling tack. The idea
was to become a badge value brand, he explains. So the Airtel
leadership series campaign was launched showing successful men
with their laptops and in their deluxe cars using the mobile phone. In
simple terms, it meant Airtel was positioned as an inspirational brand
that was meant for leaders, for customers who stood out in a crowd.
Did it work? Repeated surveys following the launch showed that there
were three core benefits that were clearly associated with the brand
leadership, dynamism and performance.
These were valuable qualities, but they only took Airtel far enough to
establish its presence in the market. As tariffs started dropping, it became
necessary for Airtel to appeal to a wider audience. And the various brandtracking exercises showed that despite all these good things, there was no
emotional dimension to the brand it was perceived as cold, distant and
efficient.
Sachdev and his team realized that in a business in which customer
relationships were the core this could be a major weakness. The reason
with tariffs identical to competitor Vodafone telecomm and roughly the
same level of service and schemes, it had now become important
for Bharti tohumanize Airtel and use that relationship as a major
differentiation.
The brand had become something like Lufthansa cold and efficient.
What they needed was to become Singapore Airlines, efficient but also
human. A change in tack was important because this was a time when the
cellular market was changing
24
The leadership series was okay when you were wooing the crme de la
crme of society. Once you reached them you had to expand the market so
there was need to address to new customers By that time, Bharti was
already the leading cellular subscriber in Delhi with a base of 3.77 lakh (it
now has 1.8 million customers). And with tariffs becoming more
affordable as cell companies tasrted cutting prices it was time to
expand the market.
How could Bharti leverage this leadership position down the value chain?
Surveys showed that the concept of leadership in the customers minds
was also changing. Leadership did not mean directing subordinates
to execute orders but to work along with a team to achieve
common objectives it was, again, a relationship game that needed to be
reflected in the Airtel brand.
Also, a survey showed that 50 per cent of the new customers choose a
mobile phone brand mostly word-of-mouth endorsements from friends,
family or colleagues. Thus, existing customers were an important tool
for market expansion and Bharti now focused on building
closer relationships with them.
That is precisely what the brand tried to achieve through its new
positioning under the AirtelTouch Tomorrow brand campaign. This set
of campaigns portrayed mobile users surrounded by caring family
members. Says Sachdev: The new campaign and positioning was
designed to highlight the relationship angle and make the brand softer and
more sensitive.
As it looks to expand its cellular services nationwide to eight new
circles apart from the seven in which it already operates Bharti is now
realizing that there are new compulsions to rework the Airtel brand, and
a new exercise is being launched to this effect. Right now, the
company is unwilling to discuss the new positioning in detail. But broadly,
the focus is on positioning Airtel as a power brand with numerous regional
sub-brands reflecting customer needs in various parts of the country.
If Airtel is becoming more humane and more sensitive as a brand, Bharti
has also understood that one common brand for all cellular operations
might not always work in urban markets that are now getting increasingly
saturated.
25
26
The Magic
Perhaps the more ambitious experiment has been with the pre-paid card.
The idea was to make the brand affordable, accessible and, most
importantly, feasible as a means of expanding the market even faster.
PHASE I
Magic was aimed at bringing in infrequent users of a mobile phone into
the market and assure him that he would have to pay only if he made a
call. Such a customer used the phone sparingly- mostly for emergencies
and was not willing to pick up a normal mobile connection with its
relatively high rentals (pre-paid cards do not include rental charges).
To achieve its objectives Bharti did three things.
One, the product was made available at prices ranging from Rs 300
to Rs 3,000 with no strings attached and was simple to operate.
Two, the product was made accessible and distributed through
small stores, telephone booths and even kirana shops so that the
offering was well within arms reach.
Third, to make the product more approachable to the customer,
the company came with vernacular ad campaigns
LikeMagic Daalo Say Hello
This apart, the company roped in Karisma Kapoor and Shah Rukh Khan
for a major ad campaign all across Delhi, a ruse that saw the number of
subscribers go up from 5.47 lakh to 1.2 million today, overtaking Essars
branded pre-paid card Speed, which was launched much ahead of Magic,
which was launched much ahead of Magic. The company is now reworking its Magic strategy even further.
Earlier, the branding strategy was aimed at roping in only
interested customers - that is, customers who were already inclined
27
to opt for mobile services. But now, with basic service providers
having been allowed limited mobility at far cheaper rates, mobile service
providers could find themselves under threat again.
That is why the new exercise is aimed at co-opting non-adopters. While
the exact strategy is under wraps, insiders say the new branding strategy
would be aimed at offering them value which they had not perceived
would be available from using a pre-paid card.
PHASE II
Bharti used Airtel Magic to build a strong value proposition and
accelerate market expansion through Indias first national pre-paid card
TV brand campaign
First time ever in India - any pre-paid card brand goes on TV
A combination of the film genre exposed through the TV medium
designed to connect with the masses of Indi
Youth based - romance driven strategy platform makes the value
proposition of Airtel MagicMumkin Hai come alive
All elements - user imagery, context, tone & language created to
connect the category to the lives of the SEC B & SEC C segment
the middle class non-mobile user.
Airtel Magic positions itself on the platform of being excellent
for emergency situations increasing productivity as a part of
everyday life.
Sharukh Khan makes everything in life possible while
romancing pretty Kareena Kapoor with Airtel Magic, Indias
leading pre- paid mobile card.
Airtel today unveiled its strategy for market expansion with the
launch of its new Airtel Magic pre-paid card brand campaign
Magic hai to Mumkin hai. The strategy is targeted at the non user
segment defined as young adults, 15-30 years of age; in the Sec B &
C segment is aimed at acceler ating market expansion. The value
proposition is centered around a persons desire to make all his / her
dreams, ambitions & aspirations instantly possible. The new campaign
for Airtel Magic is all about empowering millions of Indians to be on top
of their lives.
28
Advertising
PHASE III Bharti used Airtel Magic to build a strong value proposition and
accelerate market expansion through Indias first national pre-paid card
TV brand campaign.
First time ever in India - any pre-paid card brand gives such freedom to
recharge any value
A combination of the film genre exposed through the TV medium
designed to connect with the masses of India.
Youth based - romance driven strategy platform makes the value
proposition of Airtel Magic - Aisi azaadi aur kahan? come alive
Sharukh Khan Makes everything in life possible Airtel today unveiled its
strategy for market expansion with the launch of its new Airtel Magic prepaid card brand campaign Magic Hai to Mumkin Hai. . The value
proposition is centered on a persons desire to make all his / her dreams,
ambitions & aspirations instantly possible. The new campaign for Airtel
Magic is all about empowering millions of Indians to be on top of their
lives.
The brand is positioned to be relevant to the mass-market who want to
make all their dreams, hopes & desires come alive instantly .At a
amount of your choice you can recharge your account with available
validity time .Improving productivity, letting you befriend the world and
opening up new horizons. It gives you the freedom to control your life in
a way never possible before. Indeed, anything that you think is possible is
possible with Airtel Magic. The new brand sloganAisi azadi aur kahan
has been specially created to capture this effectively.
Other Brand Building Initiatives
The main idea is to stay ahead of competition for at least six
months. Working on the above game plan Bharti is constantly
coming up with newer product offerings for the customers.
The focus, of course, is to offer better quality of service.
30
SWOT ANALYSIS
Strengths
Being one of the largest companies in India the company has
achieved a degree of focus in its core business of its products
It has a strong brand name, super ior quality products and an
enviable distribution network.
It has a clear and well-defined organization structure and
limits of financial authority.
Increase in advertisement spends affect the company s margins .
The companys bottom line f alls victim to the bloated and
highly paid workforce, which affects its mar gins.
Weakness
Little efforts over the Advertising of products.
Distribution channel is not accurately categorized.
Premium priced products, hence cant compete in low price
segment.
No separate strategy for rural market.
Opportunities
The company's financial performance can receive a major
34
35
VODAFONE ESSAR
Vodafone Essar, previously is a Hutchhison Essar in cellular operator
India that covers 16 telecom circles in India.
Despite the official name being Vodafone Essar, its products are simply
branded Vodafone. It offers both prepaid and postpaid GSM cellular
phone coverage throughout India and is especially strong in the major
metros.
2G services based on 900 MHz and 1800 MHz digital GSM
technology, offering voice and data services in 16 of the country's 23
licens
Vodafone Essar, previously is a Hutchhison Essar in cellular operator
India that covers 16 telecom circles in India
Despite the official name being Vodafone Essar, its products are simply
branded Vodafone. It offers both prepaid and postpaid GSM cellular
phone coverage throughout India and is especially strong in the major
metros.
36
Comparison of
marketing
strategies
Between
37
marketing
The comparison shows how both of the companies have been challenging
each other to gain market shares.
Why comparison with vodafone
Bharti Airtel is the leader in telecommunication sector
Bharti Airtel holds the lion share of market of communication sector.
However, Vodafone has been giving tough competition to Bharti Airtel.
Vodafone is the second largest player and share holder in Communication
sector.
Since its launch Vodafone has been adopting aggressive marketing
strategies.
The comparison shows how Hutchison Essar Telecom. Captured 22%
market share in one month of its first launch of postpaid subscription in
2002.
With a different technology Vodafone creates its own market
Vodafone today deals in every business of communication sector.
38
Vodafone making and changing the strategies to capture the market shares
39
Price:
Place:
Product:
Promotion:
Target marketing
People living in small towns and villages.
Poor and middle income groups.
Youngsters in big cities.
Businessmen
Positioning
Creating brands
Ads and promotions
Marketing mix
Price : low price strategy
Place : maximum outlets and service centers
Product : verities available for various groups
Promotion: various schemes for pre-paid and post-paid
Services provided by Bharti AirteI
41
42
RESEARCH METHODOLOGY
Achieving accuracy in any research requires a deep study regarding
the subject. 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. 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. Secondary data has been used to support
primary data wherever needed.
Primary data was collected using the following techniques
Questionnaire Method
Direct Interview Method and
Observation Method
The main tool used was, the questionnaire method. Further direct
interview method, where a face to-face formal interview was taken.
Lastly observation method has been continuous with the questionnaire
method, as one continuously observes the surrounding environment he
works in.
43
PRIMARY DATA
Data used for the research work was primary in nature.
Primary data is that which is the collected for the first time and thus
happen to be originated in character.
QUESTIONNAIRE SURVEY
In the studies a questionnaire is prepared. the questionnaire
consists of 15 questions.
SECONDARY DATA
Secondary data refer to the data that has been
already collected .the secondary data, which has been used to carry out
this study, are as follow
BOOKS, JOURNALS, MAGAZINES, NEWSPAPERS
INDUSTRY REPORTS
COMPANYS INTERNET SITE
SOMEOTHER
WEBSITES
RELEVANT
STUDY
MATERIAL
AND
SAMPLE UNIT
44
METHOD OF COLLECTION
Field procedure for gathering primary data included observation
and interview schedule in which the
questionnaires were filed by the personal interviews through self
administered survey was done to collect the data, market research
was
undertaken,
that
was accomplished by performing various
activities designed.
RESEARCH INSTRUMENT
Questionnaire
The questionnaire was formulated by keep in mind the following
points.
Giving the respondents clear comprehension of the question.
Identifying the needs to be known.
45
LIMITATIONS
No project is without limitations and it becomes essential to figure out the
various constraints that we underwent during the study. The following
points in this direction would add to our total deliberations:1. During the study, on many occasions the respondent groups gave us a
cold shoulder.
2. The respondents from whom primary data was gathered any
times displayed complete
ignorance about the complete branded range, which was being studied.
3. Lack of time is the basic limitation in the project.
4. Some retailers/whole sellers refuse to cooperate with the queries.
5. Some retailers/wholesalers gave biased or incomplete information
regarding the study.
6. Money played a vital factor in the whole project duration.
7. Lack of proper information and experience due to short period of time.
8.Some retailers did not give answer all the question or do not have time
to answers.
46
Data analysis
And
Interpretation
47
Market share
Aug''09
Bharti Airtel
19.06
22.49
Vodafone
21.81
16.96
Reliance info
17.03
16.01
Idea Cellular
10.45
8.49
From above the graph it show that in 2005 Vodafone has highest market
share but in 2009 Airtel gets highest share market comperesion to other
company.
FINDINGS AND ANALYSIS
48
As we can see from the above graph, the people who are in the age group
of 21-28 years are the ones who are the maximum users of mobile
phones. This segment is the one which gives maximum business to
the mobile operators. This segment constitutes the young executives and
other office going people. They are 65% of the total people who were
interviewed. The next age group are the people who are 28-35 years old.
They are 20% of the total. They are those who are at home or have small
business units etc. And the next age group is the youngest generation who
are 15-21 years old. They are school and college going students and carry
mobile phones to flaunt. They are15% of the total interviewed people.
Occupation Graph
OCCUPATION
49
As the above graph shows that 55% of the total people interviewed are
working. So, these people are the ones who are the maximum users
of mobile phones. They are the young executives managers, Tele callers etc. who require mobile for their official purposes. The next
category is the households, who are either housewife, small units which
operate from their homes etc. They are 20% of the whole. The next
segment is the students. They are 15% of the whole. And 10% of the
whole is categories who are the professionals.
50
As the above graph clearly shows that customer services at Airtel seems
good. 60% of the people are satisfied with the customer services
provided by Airtel. They are the ones who have the maximum share in the
market but they are lagging behind in the customer services. 10% of the
people were fully dissatisfied with the customer services of Airtel. This
could leave an impact on the mind of the consumer. He can even switch
over his brand. 20% of the people seemed partially satisfied with the
customer services and only 60% seem to be fully satisfied with Airtels
customer services, which is a very large amount.
Type Of Card Graph
Cash cards seemed quite popular among the people interviewed. 85% of
the total mobile users were having cash card connections. This means
that the cash cards should be easily and readily available in the local
markets. Airtel should make sure that Magic is available in each and every
nook and corner of the market. 15% of the people were having sim
connections which is the regular bil.
51
WLL seemed to be a new word for many of the people. 45% of the people
were not at all aware of such a technology. So, in order to get the answer
for this question they were first explained the concept .Only 65% people
knew WLL is all about.
Awareness of WLL Players Graph
52
Vodafone was the brand which was popular amongst the interviewed
people. As Vodafone had done so much advertising and has it banners and
hoarding spread all over Delhi. So, this could be one the reasons of its
popularity. Tata was hardly a known brand in this new field. Possibly
because of less promotions done by them as compared to Vodafone On the
basis of analysis of the questionnaire I have found that the maximum no.
of people who use mobile phones is in the age group of 20 to 28. Who are
the young executives and other office goers?
They spend a maximum of RS 500 as their mobile expense.
There is more no. of prepared cards than post paid cards. The mobile
users want to spend money side by side than to spend money at the end of
the month on a big bill.
Now when I compared Airtel with its competitor from the point of view
of the consumer I found that on the basis of Tariff plan, value added
services and billing accuracy Airtel is at par or ahead of its competitor
but in the case of customer care and availability they lag
behind there competitors. As, Airtel has a hold in the market because it
has the maximum no. of connections, so it must improve upon it customer
services. As far as WLL is concerned people are aware about it but not
many people are aware about Tata. They only know more about Vodafone.
53
Customer Response
Towards
Questionnaire
54
Q.1 Name those companies which provide telecom services now a days?
Airtel
Vodafone
Reliance
Tata Docomo
Idea
Q.2 which mobile company services you are using now a days?
Airtel
Vodafone
Others
55
The graph clearly show that there is 50% people who are using Airtel and
Vodafone has only 30% customer in the market other is remaining 20
%which include all other company. The graph suggest that Airtel
providing better service in present time.
56
Most of the customer like to use Airtel because it provide better service
and networking. In this graph Airtel customer is about 40% and Vodafone
has 28% and other are not in large no. so Airtel has maximum customer
compare to other.
Q.4 How long you have been using this Product?
0-2 Years
2-5 Years
5-10 Years
More than 10 years
This graph show that customer change their brand according to new
schemes launch by the different company. In this graph there are 65%
customers which are loyal for only 0-2 years. And 20% people they used
the product at least 2-5 .There are some people who used the product at
least 5-10 years due to their satisfaction of the brand and 5% people who
used the product for long time. Most of time businessmen dont change
their product due to their business .
Q.5 Are you using other product with Airtel?
57
Yes
No
Here are the customer responses about the use of the Airtel product and
other product rather than Airtel
in this segment of survey 60 % of customer are aspire with Airtel and 40
% shown interest in other telecom products in urban areas.
Q.6 Do you collect any information search before decision making
purchase?
In this graph it represent that every customers before purchase they gather
the information .85% people search information before purchasing and
15%people they do not want to search any information . They purchase
which they like to want. The graph show that people are more aware to
purchase any product.
58
Good
Average
Below
Average
Airtel
Vodafone
Reliance
Tata
The above graph show that Airtel is more excellent brand compare to
Vodafone, Reliance Tata Indicom. Vodafone is also good but not enough
to Airtel. Reliance is quiet average by the rate of experience by the
customer according to brand name.Tata is below average due low markets
and less awareness of the people. So Airtel is a strong brand in the market
due to their better services.
59
CONCLUSION
After analyzing the findings of the research, I can conclude that
Airtel lagged behind its competitors as far as customer service and
availability is concerned.
The maximum no. of people who use the mobile is
in the age group of 20 to 28. Cash cards are the most popular type of
mobile connections, as they are consumer friendly and recharging the
connection is not a problem. Maximum no. of people spends RS 500 on
their connections. 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.
As we know that now Airtel has already launched its product with logo
Aisi azaadi aur kahan has already became popular in market. So we can
say that in spite of so many competitors in the market Airtel is having a
good position just because every time, it tries its best to understand the
need of its important customers. 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.
It is the time not only to survive but to sustain in the market for a long
time.
For this Airtel has to work on its all marketing strategies, marketing,
promotion, brand image etc.
Airtel has to take Vodafone. Very seriously and update its own strategies
from time to time and when the need arises.
With aggressive marketing strategies Airtel has to target rural India as
70% of population of India lives in these areas.
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SUGGESTIONS
Following are the few suggestions to AIRTEL for improving the market
share and image of the products concerned.
1. PRODUCT
*Modification must be brought about in AIRTEL, in terms of
quality. Its demand should be increased.
2. PLACE
* The brands must be made available easily in, PCO & general store
3. PROMOT ION
*Company must undertake extensive promotional activities
like
advertisements must be released in different Medias to create brand
awareness.
*Free samples should be distributed among the prospects. Sales promotion
tools like gifts, contests and coupons must be given to retailers as well as
customers and prospects.
* Catalogues should be distributed among customer.
4. PRICE
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BIBLIOGRAPHY
In this project report, while finalizing and for analyzing quality problem in
details the following
Books, Magazines/Journals and Web Sites have been referred. All the
material detailed below provides effective help and a guiding layout while
designing this text report.
Books :
Principles of Marketing Philip Kotler & Kevin keller edi. 12
Market Research D.D. Sharma
Research Methodology C.R. Kothari
Websites:
www. Airtelworld.com
www.india.com
www.Vodafone.in
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QUESTIONNAIRE
Dear Sir;
I Raman kumar, student of MBA of Dr. I.T Business school I
am doing my project on Comparative analysis of marketing strategy
of Vodafone and Airtel Please give your precious time for filling these
detail.
.
Q.1 Name those companies which provide telecom services now a days?
Airtel
Vodafone
Reliance
Tata Indicom
Idea
Q.2 which mobile company services you are using now a days?
Airtel
Vodafone
Reliance
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Tata Indicom
Idea
Q. 3 Among them, which Brand you, prefer most?
Airtel
Vodafone
Reliance
Tata Indicom
Idea
Q.4 How long you have been using this Product?
0-2 Years
2-5 Years
5-10 Years
More than 10 years
Q.5 Are you using other product instead of Airtel?
Yes
No
Q.6 how would you rate the experience with Brand?
Excellent
Good
Average
Below Average
Airtel
Vodafone
Reliance
Tata Indicom
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Q.12 Are you aware of various promotional activities being run by Airtel,
if yes then how? Are you satisfied with these promotional activities?
Very satisfied
somewhat satisfied
Not satisfied
Customer Care
By Ad Films
By Camp
24 hrs call center services
Q.13 How would you r ate Airtel performance as your expectation on
5 points scale (5 Highest?)
4 5
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