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Karishma Sehgal
088520
 

 
 
 Rhe Indian telecommunications industry is one of the fastest growing in the world

 Competition among the players in the industry increases by a great deal.

 Advertising, extremely crucial in influencing the customer͛s decision of adopting a

particular mobile connection on the basis of the advertisements it generates.
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 Ro draw comparisons between the advertising strategies of three players in the
Relecom industry, namely Bharti Airtel, Vodafone Essar and Idea Cellular.

 Ro study how the advertising strategy of these companies has evolved over the years.

 Ro determine if the advertising strategy taken up by a Relecom company is in line with

its business objectives, mission and values.

 Ro know the impact of advertisements of the aforementioned companies on

customers and to study the effectiveness and the response towards their
advertisements.

 Ro ascertain the success/failure of the advertising campaigns of the companies in

terms of positive/negative customer reactions and hike/fall in revenue.
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 Companies researched on

 Geographical region

 Study of historical data

 Services offered

 Advertising medium
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a) Primary Research
b) Secondary Research




 

a) Exploratory studies
b) Descriptive studies

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a) Dichotomous
b) Multiple choice questions
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 rnwillingness on the part of the respondents

 Rime constraint

 Limited Sample of Respondents and Companies

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 ‰ighest volume of RVCs generated in the Q1 of 2010 and also in Q1 of
2009.
 Appeal used ʹ Emotional/‰umorous
 Focus of ads ʹ Schemes offered
 Brand ambassadors
 Brand slogans and their association with the ads
 Alignment with vision and mission

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 5th highest volume of RVCs generated in the Q1 of 2010, whereas, it had
the 2nd highest volume of RVCs in Q1 of 2009
 Appeal used - ‰umorous
 Focus of ads ʹ VAS
 Brand ambassadors
  Brand slogans and their association with the ads
 Alignment with vision and mission


 

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 2nd highest volume of RVCs generated in Q1 of 2010, whereas, it had the
5th highest volume of RVCs in Q1 of 2009
 Appeal used ʹ Social
 Focus of ads ʹ rse of cell phones to better the society
 Brand ambassadors
 Brand slogans and their association with the ads
 Alignment with vision and mission
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1. Airtel has the maximum customer base as per the survey conducted

2. People in general do not change their service provider often.

3. Brand image influences the decision of choosing a particular service provider the
most. Advertisements come second.

4. Most of the respondents felt that quality of advertisements by Relecom companies

influence their purchase decisions.

5. RVC͛s have the maximum viewership according to the survey

6. Most respondents feel that Vodafone͛s ads are the best.

7. Most respondents feel that advertisements made by Relecom companies inform

them about their services.
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º Maximum customer base and highest revenue share in the industry.
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º 3rd in terms of customer base and 2nd in terms of revenue share.

º 5th in terms of customer base and 4th in terms of revenue share.

2. Airtel͛s RVCs are the most telecasted as per Q1 of 2010.

3. Vodafone seems to be the favorite choice in terms of RVCs.

4. Majority people think that an ad campaign launched by a service provider

informs them about its services. ‰owever, there are still some customers who
disagree with this notion.

5. Rhe tagline of a brand is one of the most vital parts that describe it. An
advertisement must hence ensure that it is synchronous with the brand͛s
tagline.
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Focus on reducing its costs on advertisements.

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Rhe ads must be clearly in sync with tagline of the brand.

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More clarity of information through the ads should be there.
 
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