A

Project Report On

Comparative study of MARKETING

STRATEGIES OF Vodafone & AIRTEL

Submitted for the partial fulfillment of the requirement For the award of degree of

 Master OF BUSINESS ADMINISTRATION

SUBMITTED TO :SUBMITTED BY:-

Amit gupta

Session

2009-11

ACKNOWLEDGEMENT
I AMIT GUPTA am, sincerely thankful to all those people who have been giving me any kin of assistance in the making of this pro!ect report" I e#press my gratitu e to Miss" Anshika $asan ani, who has through her vast e#perience an knowle ge has been able to gui e me, both ably an successfully
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towar s the completion of the pro!ect" I e#press my gratitu e to &ollege of 'cience ( )ngineering *hansi" I woul hereby, make most of the opportunity by e#pressing my sincerest thanks to all my faculties whose teachings gave me conceptual un erstan ing an clarity of

comprehension, which ultimately ma e my !ob more easy" &re it also goes to all my frien s whose encouragement kept me in goo stea " Their continuous support has

given me the strength an confi ence to complete the pro!ect without any ifficulty" +ast of all but not the least I woul like to acknowle ge my gratitu e to the

respon ents without whom this survey woul have been incomplete" I am also thankful to authority of Airtel ( $o afone for provi ing me the information"

Thank you ,AMITGUPTA-

Declaration
I, Amit Gupta being a stu ent of M/A % n yr" of &ollege of 'cience ( )ngineering, *hansi" 0ereby eclares that the pro!ect report un er title Comparative Analysis of Marketing trategies of !o"afone # Airtel"1 Is my own work it is the analysis of the big scale sector of communication" This pro!ect involves the big scale services involve in telecommunication sector provi e by Airtel an $o afone to its customers" The survey was con ucte so as to analy2e the big scale sector prevailing in the current in ustry an the improvement that can be ma e upon it" All care has been taken to keep this report error free an I sincerely regret for any uninten e iscrepancies that might have crept

into this report" I shall be highly oblige if errors ,if any- be brought to my attention"

Thank 3ou Amit gupta

CONTENT

$% Contents &% o'(ectives of t)e st*"y +% intro"*ction of t)e topic Telecom sector in ,n"ia Airtel !o"afone -ackgro*n" Company profile of Airtel T)e magic Comparison 'et.een marketing strategy of -)arti Airtel an" !o"afone

/% 0esearc) Met)o"ology Type of researc) met)o"ology Data collection met)o" Met)o" of collection

1% Data Analysis an" ,nterpretation 2% 3% 4% 5% .ot analysis *ggestion # Concl*sion 0ecommen"ations -i'liograp)y

$6% 7*estionnaire

O-8ECT,!E O9 T:E T;D<

)very organi2ation has to achieve its organi2ation goals" 6or this it is very essential for an organi2ation to know about the view of consumers an their competitive pro ucts" This survey research may be also aime as to estimate potential buyer for the pro uct" The ob!ective of the stu y is as un er78 1" %" ." To i entify the ifference between market performance of Airtel in ustry an $o afone" To stu y the market of Airtel In ustry an $o afone on big scale telecommunication sector" To compare various parameters of marketing strategies, manufacturing process, technology a opte pro uction policy, a vertising, collaboration, e#port scenario,

future prospect for the two companies an government policies " 4" To stu y customer buying behavior an process" 5" To know how the company has been successful in encountering the aggressive marketing strategies of competitors" factors which influence the purchase ecision

Telecom ector ,n ,n"ia

Than 1%5 million telephones network is one of the largest communication networks in worl , which continues to grow at a blistering pace" The rapi growth in the telecom sector can be attribute to the various pro8active an positive policy measures taken by the government as well as the ynamic an

entrepreneurial spirit of the various telecom service provi ers both in private an public sector" The telecom sector has shown impressive growth uring the past eca e" To ay, more Two striking features of this growth vi2" increasing preference for mobile phones an higher contribution of private sector in the incremental growth have pre ominate the telecom sector" The share of mobile phones ,inclu ing :++ mobile- has overtaken the share of lan lines with 9%; in the total number of phones" The private sector<s contribution is also increasing rapi ly" &urrently more than .= lakh phones are being a e each month an it is targete that by the en of %=1= the total number of phones may reach a level of .5= million taking the tele8 ensity to more than .=; which is currently at %4"9.;" Net.ork E=pansion> The total number of telephone subscribers has reache %>1"9% million at the en of *anuary %=1= as compare to %.%">? million in *uly %==@" The overall Tele ensity has increase to %."9.; in *anuary %=1= as compare to %1"%=; in August %==@" Wireless ervice7 The wireless segment saw a surge of ?>"?? million subscribers last month compare to ?>"1? million in Mar" %=1=" This pushe the total wireless subscribers base to %>%"4= million by Apr" .1 %=1="

Wire line *'scri'ers> The wire line segment subscriber base stoo at .@"?. million with a ecrease of ="19 million at the en of Apr" %=1=" Tele"ensity> The gross subscriber base reache %=9">. million at the en of March %==@" The Tele ensity is %4"9.;at the en of Apr" %=1= as compare to 1>".1; at the en of March %==@, registering an increase of 9;" ,ncreasing 0ole of ?rivate ector> The private sector has playe a significant role in the growth of telecom sector" The share of private sector has risen to >5 per cent in Aecember %==@ from 94"14 per cent in Bovember %==>" Tariff 0e'alancing Meas*res> There has been a ramatic fall in the tariffs increase ue to

competition" The minimum effective charges for local calls have fallen

consi erably in recent months especially for cellular service" The long istance omestic as well as international charges have also fallen consi erably" Telecom 0eg*latory A*t)ority of ,n"ia @T0A,A> TCAI was establishe un er the

Telecom Cegulatory Authority of In ia Act, 1@@? enacte on March %>,1@@?" The goals an ob!ectives of TCAI are focuse towar s provi ing a regulatory framework that ,BTP1@@@"

facilitates achievement of the ob!ectives of Bew Technology Policy

TCAI has en eavore to encourage greater corporation in the telecom sector together with better Duality an affor able prices"

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A,0TEL
Airtel is a bran of telecommunication services in In ia operate by /harti Airtel" Airtel is the largest cellular service provi er in In ia in terms of number of subscribers" /harti Airtel owns the Airtel bran an provi es the following services un er the bran name Airtel7 Mobile 'ervices ,using G'M Technology-, /roa ban ( Telephone 'ervices ,6i#e line, Internet &onnectivity,A'+- an +ease +ine-, +ong Aistance 'ervices an )nterprise 'ervices ,Telecommunications &onsulting for corporates-" It has presence in all %. circles of the country an covers ?1; of the current population ,as of 63=?-" +ea ing international telecommunication companies such as $o afone an 'ingTel hel partial stakes in /harti Airtel"

!ODA9ONE E

A0

!o"afone Essar, previously :*tc)ison Essar is a cellular operator in In ia that covers 19 telecom circles in In ia Aespite the official name being $o afone )ssar, its pro ucts are simply bran e !o"afone" It offers both prepai an postpai G'M cellular phone coverage throughout In ia an is especially strong in the ma!or metros" $o afone )ssar provi es %G services base technology, offering voice an on @== M02 an 1>== M02 igital G'M

ata services in 19 of the country<s %. license areas"

!o"afone Essar, previously :*tc)ison Essar is a cellular operator in In ia that covers 19 telecom circles in In ia " Aespite the official name being $o afone )ssar, its pro ucts are simply bran e !o"afone" It offers both prepai an postpai G'M cellular phone coverage throughout In ia an is especially strong in the ma!or metros" $o afone )ssar provi es %G services base technology, offering voice an on @== M02 an 1>== M02 igital G'M

ata services in 19 of the country<s %. license areas"

1=

Introduction of the topic

11

-ACKG0O;ND
The pro!ect is an e#tensive report on how the Airtel &ompany markets its strategies an how the company has been able in tackling the present tough competition an how it is scooping up by the allegations of the Duality of its pro ucts" The report begins with the history of the pro ucts an the intro uction of the Airtel &ompany" This

report also contains the basic marketing strategies that are use by the Airtel &ompany of manufacturing process, technology, pro uction policy, a vertising, collaboration, e#port scenario, future prospect an government policies" The report inclu es some of the key salient features of market tren issues" In to ayEs worl of cutthroat fierce competition, it is very essential to not only e#ist but also to e#cel in the market" To ayEs market is enormously more comple#" 0ence forth, to survive in the market, the company not only nee s to ma#imi2e its profit but also nee s to satisfy its customers an shoul try to buil upon from there"

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COM?AN< ?0O9,LE O9 A,0TEL

1.

!ision
FAs we sprea wings to e#pan our capabilities an e#plore new hori2ons, the fun amental focus remains unchange 7 seek out the best technology in the worl an put it at the service of our ultimate user7 our customer"F These are the premise on which /harti )nterprises has base its entire plan of action" /harti )nterprises has been at the forefront of technology an telecommunications with its worl 8class pro ucts an services" )stablishe in 1@>5, /harti has been a pioneering force in the telecom sector" :ith many firsts an innovations to its cre it, ranging from being the first mobile service in *aipur, first private basic telephone service provi er in the country, first In ian company to provi e comprehensive telecom services outsi e In ia in 'eychelles an first private sector service provi er to launch Bational +ong Aistance 'ervices in In ia" /harti ha appro#imately ."%1 million total customers G nearly %">> million mobile an ..4,=== fi#e line customers" Its services sector businesses inclu e mobile operations in An hra Pra esh, &hennai, *aipur, Gu!arat, 0aryana, 0imachal Pra esh, Harnataka, Herala, Holkata, Ma hya Pra esh circle, Maharashtra circle, Mumbai, Pun!ab, Tamil Ba u an Uttar Pra esh ,:est- circle" In a ition, it also has fi#e 8line operations in the states of Ma hya Pra esh an &hhattisgarh, 0aryana, *aipur, Harnataka an Tamil Ba u an nationwi e broa ban an long istance networks" /harti has recently launche national long istance services by offering ata transmission has revolutioni2e

services an voice transmission services for calls originating an terminating on most of In ia<s mobile networks" The &ompany is also implementing a submarine cable pro!ect connecting &hennai8'ingapore for provi ing international ban wi th"

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/harti )nterprises also manufactures an e#ports telephone terminals an cor less phones" Apart from being the largest manufacturer of telephone instruments, it is also the first telecom company to e#port its pro ucts to the U'A" /harti Tele8$entures< strategic ob!ective is Ito capitali2e on the growth opportunities that the &ompany believes are available in the In ian telecommunications market an consoli ate its position to be the lea ing integrate telecommunications services provi er in key markets in In ia, with a focus on provi ing mobile services1" The &ompany has evelope the following strategies to achieve its strategic ob!ective7 6ocus on ma#imi2ing revenues an marginsJ &apture ma#imum telecommunications revenue potential with minimum geographical coverageJ Kffer multiple telecommunications services to provi e customers with a Fone8stop shopF solutionJ Position itself to tap ata transmission opportunities an offer a vance mobile ata servicesJ 6ocus on satisfying an satisfactionJ +everage strengths of its strategic an financial partnersJ an )mphasi2e on human resource evelopment to achieve operational efficiencies" retaining customers by ensuring high level of customer

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-*sinesses
/harti Tele8$entures current businesses inclu e 8 Mobile services 6i#e 8line Bational an international long istance services $'AT, Internet services an network solutions /roa ban services with A'+ an :i86i network

Competitive trengt)s
/harti Tele8$entures believes that the following elements will contribute to the &ompany<s success as an integrate telecommunication services provi er in In ia an will provi e the

&ompany with a soli foun ation to e#ecute its business strategy7 Bationwi e 6ootprint 8 appro#imately @%; of In ia<s total mobile subscribers resi e in the &ompany<s fifteen mobile circles" These 15 circles collectively accounte appro#imately 59; of In ia<s lan massJ 6ocus on telecommunications to enable the &ompany to better anticipate in ustry tren s an capitali2e on new telecommunications8relate business opportunities" The strong bran name recognition an a reputation for offering high Duality service to its customersJ Luality management team with vision an proven e#ecution skillsJ an for

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The &ompany<s strong relationships with international strategic an financial investors such as 'ingTel, :arburg Pincus, International 6inance &orporation, Asian Infrastructure 6un Group an Bew 3ork +ife Insurance"

-ran" Arc)itect*re>
/harti is working on a comple# three-layered branding architecture M to7 &reate specific bran s for each service, /uil sub8bran s within each of these services an Use /harti as the mother bran provi ing the group its corporate i entity as well

as efining its goal to become a national buil er of telecoms infrastructure"

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-:A0T,

A,0TEL
@Cell*lar OperationsA

TO;C:TEL
@-asic ervice OperationsA

,ND,A ONE
@National Long DistanceA

Airtel - The flagship bran country"

for cellular operations all across the In ian

Touchtel 8 The bran earmarke for basic service operations" India One 8 The bran for national long istance ,B+A- telephony Though the costs of creating new bran s are heavy but the group wants to create distinct independent brands to address different customers and profiles.

Brand Strategy:
To un erstan the bran strategy, letEs first look at the bran buil ing e#ercise associate with Airtel M a bran that ha to be repositione recently to a ress new nee s in the market" :hen the bran was launche seven years ago, cellular telephony wasnEt a mass market by any means" 6or the average consumer, owning a cellular phone was e#pensive as tariff rates ,at Cs > a minute- as well as instrument prices were steep M sometimes as much as buying a secon 8han car"

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/harti coul have a resse the customer by rationally e#plaining to him the economic a vantage of using a mobile phone" /ut 'ach ev says that such a strategy woul not have worke for the simple reason that the value from using the phone at the time was not commensurate with the cost" IInstea of the value8proposition mo el, we eci e to a ress the sensory benefit it gave to the customer as the main selling tack" The i ea was to become a ba ge value bran ,1 he e#plains" 'o the Airtel Ilea ership series1 campaign was launche showing successful men with their laptops an in their elu#e cars using the mobile phone" In simple terms, it meant Airtel was positione as an inspirational bran that was meant for lea ers, for customers who stoo out in a crow " Ai it workN Cepeate surveys following the launch showe that there were three core benefits that were clearly associate with the bran M lea ership, ynamism an performance" These were valuable Dualities, but they only took Airtel far enough to establish its presence in the market" As tariffs starte ropping, it became necessary for Airtel to appeal to a wi er au ience"

An the various bran 8tracking e#ercises showe that espite all these goo things, there was no emotional imension to the bran M it was perceive as col , istant an efficient" 'ach ev an his team reali2e that in a business in which customer relationships were the core this coul be a ma!or weakness" The reason with tariffs i entical to competitor $o afone

telecomm an roughly the same level of service an schemes, it ha now become important for /harti to Ihumani2e1 Airtel an use that relationship as a ma!or ifferentiation" The bran ha become something like +ufthansa M col an efficient" :hat they nee e was to become 'ingapore Airlines, efficient but also human" A change in tack was important because this was a time when the cellular market was changing"

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The lea ership series was okay when you were wooing the crOme e la crOme of society" Knce you reache them you ha to e#pan the market so there was nee to a ress to new customers" /y that time, /harti was alrea y the lea ing cellular subscriber in *aipur with a base of ."?? lakh ,it now has 1"> million customers-" An with tariffs becoming more affor able M as cell

companies starte cutting prices M it was time to e#pan the market" 0ow coul /harti leverage this lea ership position own the value chainN 'urveys showe that the concept of lea ership in the customerEs min s was also changing" +ea ership i not mean irecting subor inates to e#ecute or ers but to work along with a team to achieve common ob!ectives M it was, again, a relationship game that nee e to be reflecte in the Airtel bran " Also, a survey showe that 5= per cent of the new customers choose a mobile phone bran mostly through wor 8of8mouth en orsements from frien s, family or colleagues" Thus, e#isting customers were an important tool for market e#pansion an /harti now focuse on buil ing closer relationships with them" That is precisely what the bran trie to achieve through its new positioning un er the Airtel Touch Tomorro bran campaign" This set of campaigns portraye mobile users surroun e by caring family members" 'ays 'ach ev7 IThe new campaign an positioning was esigne to highlight the relationship angle an make the bran softer an more sensitive"1 As it looks to e#pan its cellular services nationwi e Mto eight new circles apart from the seven in which it alrea y operates M /harti is now reali2ing that there are new compulsions to rework the Airtel bran , an a new e#ercise is being launche to this effect" Cight now, the company is unwilling to iscuss the new positioning in etail" /ut broa ly, the focus is on positioning Airtel as a power bran with numerous regional sub8bran s reflecting customer nee s in various parts of the country"

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If Airtel is becoming more humane an more sensitive as a bran , /harti has also un erstoo that one common bran for all cellular operations might not always work in urban markets that are now getting increasingly saturate " To bring in new customers, the company eci e that it nee e to segment the market" Kne such e#periment, launche last year, is 3outopia, a bran aime at the youth in the 14 to 1@ age bracket an for those who are Iyoung at heart1" :ith its earlier positioning, Airtel was perceive as a bran for the well8heele ol er customerJ there was nothing for younger people" :ith 3outopia, Airtel hope to reverse that" In or er to eliver the concept, Airtel offere rock bottom tariff rates ,%5 paise for .= secon s- at night to 3outopia customers M a time when they make the ma#imum number of calls" It also set up merchan ising e#ercises aroun the scheme M like a special portal for young people to buy things or bi for goo s" The company is now looking at offering other services at affor able prices to this segment which inclu e music ownloa s on the mobile an bun ling 'M' rates with normal calls to make it cheaper for young people to use" The other e#periment that /harti has worke on is to go in for pro uct segmentation through the Tango bran name" The bran was create to offer mobile users Internet8interface services or what is known as :AP ,:ireless Application Protocol-" The i ea was to bring Internet an mobile in perfect harmony" IThe name was chosen from the popular movie title It Ta!es T o to Tango7 basically, you nee the two services to tango to offer customers a new choice1, says 'ach ev" This, however, ha less to o with the bran ing e#ercise as with inefficiency of service

,accusingly slow ownloa spee s- an the limite utility of :AP services"

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'ubseDuently, the a s were with rawn, but the company re8iterate that the bran ing e#ercise coul be revive because Tango will be the bran to offer GPC' services M or permanent Internet connectivity on the mobile phone M which Airtel is e#pecte to launch soon"

T)e Magic
?er)aps t)e more am'itio*s e=periment )as 'een .it) Magic B t)e preCpai" car"% T)e i"ea .as to make t)e 'ran" affor"a'leD accessi'le an"D most importantlyD feasi'le as a means of e=pan"ing t)e market even faster%

"#AS$ I %
Magic was aime at bringing in infreDuent users of a mobile phone into the market an assure him that he woul have to pay only if he ma e a call" 'uch a customer use the phone sparingly M mostly for emergencies M an was not willing to pick up a normal mobile connection with its relatively high rentals ,pre8pai car s o not inclu e rental charges-" To achieve its ob!ectives /harti i three things" Kne, the pro uct was ma e available at prices ranging from Cs .== to Cs .,=== with no strings attache an was simple to operate" Two, the pro uct was ma e accessible an istribute through small stores, telephone booths

an even kirana shops so that the offering was well within arms reach" Thir , to make the pro uct more Iapproachable1 to the customer, the company came with vernacular a campaigns +ike &agic 'aalo Say #ello which appeale to local sensibilities"

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This apart, the company rope in Harisma Hapoor an 'hah Cukh Hhan for a ma!or a campaign all across *aipur, a ruse that saw the number of subscribers go up from 5"4? lakh to 1"% million to asy, overtaking )ssarEs bran e pre8pai car Speed, which was launche much ahea of Magic" The company is now re8working its Magic strategy even further" )arlier, the bran ing strategy was aime at roping in only intereste customers M that is,

customers who were alrea y incline to opt for mobile services" /ut now, with basic service provi ers having been allowe limite mobility at far cheaper rates, mobile service provi ers coul fin themselves un er threat again" That is why the new e#ercise is aime at co8opting non8a opters" :hile the e#act strategy is un er wraps, insi ers say the new bran ing strategy woul be aime at offering them value which they ha not perceive woul be available from using a pre8pai car "

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/harti use Airtel Magic to buil a strong value proposition an accelerate market e#pansion through In iaEs first national pre8pai car T$ bran campaign

6irst time ever in In ia 8 any pre8pai car bran goes on T$ A combination of the film genre e#pose through the T$ me ium esigne to connect with the masses of In ia

3outh base 8 romance riven strategy platform makes the value proposition of Airtel Magic 8 PMumkin 0aiE come alive

All elements 8 user imagery, conte#t, tone ( language create to connect the category to the lives of the ')& / ( ')& & segment G the mi le class non8mobile user"

Airtel Magic positions itself on the platform of being e#cellent for emergency situations 8 increasing pro uctivity as a part of every ay life"

'harukh Hhan makes Peverything in life possibleE while romancing pretty Hareena Hapoor with Airtel Magic, In iaEs lea ing pre8pai mobile car " Airtel to ay unveile its strategy for market e#pansion with the launch of its new Airtel Magic pre8pai car bran campaign G PMagic hai to Mumkin haiE" The strategy is targete at the non8 user segment efine as young a ults, 158.= years of ageJ in the 'ec / ( & segment is aime at accelerating market e#pansion" The value proposition is centere aroun a personEs esire to make all his Q her reams, ambitions ( aspirations instantly possible" The new campaign for Airtel Magic is all about empowering millions of In ians to be on top of their lives"

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The bran is positione to be relevant to the mass8market who want to make all their reams, hopes ( esires come aliveR instantly" ,At !ust Cs".==Q8 per month Airtel Magic is so easy to buy"- Improving pro uctivity, letting you befrien the worl an opening up new hori2ons" It gives you the free om to control your life in a way never possible before" In ee , anything that you think is possible is possible with Airtel Magic" The new bran slogan PMagic hai to Mumkin haiE has been specially create to capture this effectively" This strategy is esigne to help us talk to this segment irectly in the tone, manner ( language of the masses" The IMumkin hai1 value proposition will help us e#pan the market an gain a higher percentage of market shares in the process" The bran ambassa ors 'hahrukh Hhan an Hareena Hapoor embo y this Pcan oE or IMumkin 0ai1 spirit ,infact that is the reason they were selecte as bran ambassa ors-" 'harukh rose from a T$ actor to become In iaEs top film star an national heartthrob" HareenaEs success is ue to her Pattitu eE, talent, har work an the sheer ability to make a mark in such a short time" /oth these stars have sai PMumkin haiE an ma e it happen for themselves" The genre of this new strategy ( campaign is 0in i cinema le " This genre connects millions across In ia" The spirit of romance, ancingR the In ian cinema, well known to most as /ollywoo , hol s millions of In ians together as one" The new T$ campaign of Airtel Magic crafte in the 0in i film i iom, magnifies the

empowering optimism of IMumkin 0ai1, in the en earing situation of a boy8girl romance" :here 'harukh Hhan, sets his eyes on Hareena Hapoor an wins her love with the help of Airtel Magic" ,Poignantly conveying that special feeling we all get when a ream is ma e possible an a victory of the heart is won-" The strategy ( new bran campaign is targete at the large untappe base of inten ing mobile customers from 'ec A, / ( &" The estimate a ressable market of such customers in the ne#t

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two years is aroun %5 million in AirtelEs 19 states" The new strategy aims at correcting the perception that the mobile category is useful mainly for PbusinessE or PworkE relate scenarios" The new strategy, bran positioning ( bran slogan is an outcome of an e#tensive nationwi e research an is an integral part of Airtel MagicEs new multi8me ia campaign" The campaign has been create by Percept A vertising"

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?:A E ,,, C
/harti use Airtel Magic to buil a strong value proposition an accelerate market e#pansion through In iaEs first national pre8pai car T$ bran campaign

6irst time ever in In ia 8 any pre8pai car bran gives such free om to recharge any value A combination of the film genre e#pose through the T$ me ium esigne to connect with the masses of In ia

3outh base 8 romance riven strategy platform makes the value proposition of Airtel Magic 8 PAisi a2aa i aur kahanN1 come alive

'harukh Hhan Makes Peverything in life possibleE Airtel to ay unveile its strategy for market e#pansion with the launch of its new Airtel Magic pre8pai car bran campaign G PMagic 0ai to Mumkin 0aiE" " The value proposition is centere on a personEs esire to make all his Q her reams, ambitions ( aspirations instantly possible" The new campaign for Airtel Magic is all about empowering millions of In ians to be on top of their lives" The bran is positione to be relevant to the mass8market who want to make all their reams, hopes ( esires come aliveR instantly "At a amount of your choice you can recharge your account with available vali ity time "Improving pro uctivity, letting you befrien the worl an opening up new hori2ons" It gives you the free om to control your life in a way never possible before" In ee , anything that you think is possible is possible with Airtel Magic" The new bran slogan PAisi a2a i aur kahanE has been specially create to capture this effectively"

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Other Brand Building Initiati(es:The main i ea is to stay ahea of competition for at least si# months" :orking on the above game plan /harti is constantly coming up with newer pro uct offerings for the customers" The focus, of course, is to offer better Duality of service" To make the service simpler for customers using roaming facilities, Airtel has evise

common numbers for subscribers across the country for services like customer care, foo services an cinema amongst others" It will also launch a unifie billing system across circles so, customers moving from one place to another o not have to close an then again open new accounts at another place" To assist customer care personnel to eal with subscriber Dueries, a storehouse of 4=,=== freDuently aske Duestions an their answers have been store on the computers" /harti e#pects that most of its new customers ,one estimate is that it woul be 9= to ?= per cent of the total new subscriber base- woul come from the pre8pai car segment" 'o, they must be given value8a e pro ucts an services which competitors onEt provi e" /harti, for the first time for a cellular operator, has eci e to offer roaming services even to its pre8pai customers, but the facility woul be limite to the region in which they buy the car " To ensure that customers onEt migrate to other competing services ,which is known as churn an ranges from 1= to 15 per cent of the customer base every month-, the company is also working on a loyalty program" This will offer subscribers tangible cash benefits epen ing upon their usage of the phone" The loyalty program will not be only for a Pba ge valueE, it will provi e real benefits to customers" The i ea is to create an Airtel community"

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Another key area which /harti is concentrating its attention upon is a new roaming service launche in *aipur un er which calls of a roaming subscriber who is visiting the city will be route irectly to his mobile instea of traveling via his home network"

The company also offers multi8me ia messaging systems un er which customers having a speciali2e phone with a in8built camera can take pictures an e8mail it to frien s or store it in the phone" The cost per picture is between Cs 5 to Cs ?"

/harti is also aware that it has to make owning a rea y8to8use cellular service much easier than it is to ay" A key area is to increase the number of activation centers" )arlier /harti ha %5= Airtel &onnect stores which were e#clusive outlets ,for its services- an about %5= Airtel Points which were kiosks in larger shops" Bow activation can be one by all of them, an not only by &onnect outlets, all within 15 to %= minutes" In comparison, the competition takes two to four hours"

Pre8 pai car s are really catching up with the mobile phone users an it is actually helping the market to increase" 6irst, they are easier to obtain an convenient to use" Unlike post8pai , one nee not pay security eposits for picking up a pre8pai car " It is often available even with paanwalas" As befits a fast8moving consumer service, the game is now moving beyon price to e#pan ing istribution reach an servicing a well8sprea 8out clientele with technology an

strategic alliances" /harti is focusing on two factors to make pre8pai car s more attractive" Heeping the entry cost low for consumers an making recharging more convenience" /harti is in the process of launching a new system in alliance with Mumbai8base &ompany $enture InfoTech which will enable a pre8pai car user to renew his subscription by !ust swiping a car " The system will not only save users the hassle of going out an buying a car every time it e#pires but also enable mobile companies to re uce the cost of printing an istributing car s"

%@

/harti Televentures has tie up with <:aiter on wheels,< a company elivering foo at home, to reach its Magic pre8pai car s to subscribers< oorsteps" The company is also !oining han s with local grocery shops which will enable users to recharge their car s by !ust making a phone call to the shop" Apart from improving the convenience of recharging, mobile operators are beefing up their istribution channels" The company is constantly innovating to enhance the value proposition for its pre8pai service" They are leveraging technology to e#pan their istribution network an subscribers" eliver roun 8the8clock recharge options to its MKT' ,Mobile on the 'pot-

/harti &ellular has also launche a special service, &areTouch, for high8value, corporate customers, provi ing them with instant, single8point access for any assistance they reDuire" &ustomers can ial ??? an en!oy a slew of services, which inclu es easier payment of bills, service on priority basis, an value8a e services without any a itional paper work" /harti &ellular is offering a range of services without going through an interactive voice recor er ensuring that they save time" Ae icate P&areTouchE e#ecutives are e#pecte to assist customers with any service on priority basis" /esi es the regular proactive remin er calls for bill payment, customers can also call &areTouch for bill payments at free of cost"

Airtel presente &T) Inbo*+ the first Pon8airE 'M' base interactive music e ication show e#clusively for Airtel an Airtel Magic customers" 0ighly interactive $* base show with real8 time fee back mechanism" /oth bran s !oine han s to target the high growth youth segment"

.=

Bharti,s )ie on its Branding strategy:6irst, bran buil ing efforts in to ayEs conte#t have to be seen in a more holistic manner"

Aelivering value on a sustaine basis is perhaps the most potent key to buil a bran that lasts" Unflinching orientation to customer nee s is the secon key success factor" &ustomers ,be it for in ustrial pro ucts or consumer goo s an services- across the worl are more informe an , at the same time, becoming more in ivi ualistic in their nee s an far more eman ing with the passage of time" Pro8active tracking of shifts in consumer behavior, anticipating re efine or emerging customer nee s, an then reacting in Ireal8time1 are essential to attract an retain customer loyalty M a key element of creating bran eDuity in the present situation" &ustomi2ing the pro uct ,an communication of its benefit- to meet the specific nee s of various consumerQcustomer sub8segments is the thir element in creating bran appreciation" As far as allocation of time an financial resources are concerne , too many companies

mistakenly allocate a isproportionate amount on mere a vertising an promotion" This is not to say that a vertising an promotion are less relevant" Kn the contrary, with more choices an higher me ia clutter, businesses nee to bu get for an increasingly higher spen on their bran promotion but this has to be un ertaken in tan em with enterprise8wi e Ireengineering1 of the business philosophy an core esign, pro uction, an elivery operations for the pro uct itself"

The positive spin to this argument is that by first a ressing the fun amentals, the enterprise itself becomes more competitive" This can be the beginning of a virtuous cycle wherein bran eDuity continues to increase as the enterprise sustains elivery of an appropriate pro uct or service at an ever increasing value"

.1

It is, however, crucial to note that in the years to come, not only will the cost of buil ing a regional or a national ,or an international- bran will continue to rise but also the time taken to o so will be longer an will nee sustaine an focuse efforts"

.%

Comparison of marketing strategies 'et.een -)arti Airtel an" !o"afone%

..

?*rpose of comparison
The sub main purpose of this report is to compare the marketing 'trategies a opte by /harti Airtel an its rival $o afone The comparison shows how both of the companies have been challenging each other to gain market shares"

W)y comparison .it) vo"afone

/harti Airtel is the lea er in telecommunication sector" /harti Airtel hol s the lion share of market of communication sector" 0owever, $o afone has been giving tough competition to /harti Airtel" $o afone is the secon largest player an share hol er in &ommunication sector" 'ince its launch $o afone has been a opting aggressive marketing strategies" The comparison shows how 0utchison )ssar Telecom" &apture %%; market share in one month of its first launch of postpai subscription in %==%"AA" :ith a ifferent technology $o afone creates its own market" $o afone o afone" To ay eals in every business of communication sector" $o afone making an changing the strategies to capture the market shares

.4

-)arti Airtel C)airman *nil -)arti Mittal an" CEO an(ay Kapoor *nveil T)e companyEs ne. logo in Ne. Del)i%

.5

-ran" positioning 'y -)arti Airtel

.9

&ar!et segmentation
Geographical segment ,metropolitans ( cities In iaAemographic segment 8 mi le income groups

People age group of %= to %> year

Target mar!eting
People who living in cities an towns Poor or mi le income group people"

3oungsters in big cities" /usinessmen

"ositioning
&reating bran s ,'harukh khan ( 'achin Ten ulker-

.?

A s an promotions Promotion for stu y of poor chil rens"

&ar!eting mi*
Price7 Place7 Pro uct7 low price strategy ma#imum outlets an service centers verities available for various groups

Promotion7 various schemes for pre8pai an post8pai

.>

MA0KET,NG T0ATEG,E O9

!ODA9ONE%

.@

!o"afone FooFoos G A *ccessf*l Marketing trategy

SooSoo, the new bran ambassa or of $o afone, has create a furore in the a vertising in ustry" Soo2oos have been successful in giving $o afone a makeover an establishing ma#imum bran presence" I consi er it to be a perfect e#ample of a well8lai out marketing strategy for the following reasons7 $o afone chose the In ian Premier +eague % ,IP+8%- as a platform to launch their a vertisement, which prove to be a great marketing strategy" &ricket is consi ere to be a religion in In ia, an Soo2oo2 capture attention of nearly two billion people uring the IP+" People eagerly waite for breaks between matches to see more stories about Soo2oo" Soo2oos are small pseu o8animate characters with big egg8shape hea , roun belly but e#tremely thin arms an legs" It was a fresh an innovative concept an $o afone won erfully promote their services by creating ifferent stories featuring Soo2oos" The charm of the Soo2oo was itself a great self8marketing strategy an they were instant success among masses" :ithin few ays, Soo2oo2 create a huge au ience for them, giving a boost to the $o afone bran " People were alrea y in awe of those cute an lovable characters, but the curiosity heightene when $o afone isclose that Soo2oo2 were not animate , rather humans were playing those characters" People were even more hungry to know about their favorite Soo2oo2" In the secon phase, after the release of these a s, $o afone promote these characters on social me ia sites, which was another wise ecision" Soo2oo fan clubs are there on social networking sites like 6acebook, 3ouTube, Krkut, Twitter, an many more, where they have a huge followings" Bow $o afone has announce to launch the Soo2oo goo ies like 2oo2oo toys, 2oo2oo mugs, 2oo2oo keychains, 2oo2oo t8shirts, etc" Soo2oo2 have themselves become a bran an it will be interesting to see how $o afone uses this concept in future to promote their services"

4=

ms HooHoo

41

!o"afone target t)e r*ral ,n"ia

The main targete customers of $o afone are from rural In ia" /y offering cheap an light mobile sets $o afone attracts most of the customers of small villages an towns"

Offering c)eap )an"sets

$o afone offers cheap an free connections to all customers" The cost for these sets was Cs8?@@8>4@81=@@Tset an onwar "

9ree s*pport an" services

In every istrict an big towns $o afone opens its service centers to provi e better support an services"

trong logistics an" s*pply c)ain

$o afone has a strong logistic an supply all over In ia" In every small town the potential customers can easily purchase the $o afone 'IM ( 'ets"

Targeting yo*ngsters in metropolitans

$o afone attracts youngsters by offering colorful han set at very low prices"

4%

-0AND ?O ,T,ON,NG -< !ODA9ONE

4.

&ar!et segmentation
Geographical segment ,rural In iaAemographic segment 8 mi le income groups

Target mar!eting
People living in small towns an villages" Poor an mi le income groups"

3oungsters in big cities" /usinessmen

"ositioning
&reating bran s A s an promotions

&ar!eting mi* Price 7 low price strategy Place 7 ma#imum outlets an service centers Pro uct 7 verities available for various groups Promotion7 various schemes for pre8pai an post8pai

44

Ser(ices pro(ided by Bharti Airtel

Mobile services with G'M technology 6i#e 8line connections Bational an international long istance services $'AT, Internet services an network solutions /roa ban services .G servises

Ser(ices pro(ided by )odafone.

Umobile services with G'M technology Ufi#e 8line telephone services UUniversal Internetworking U$oIP ,$oice over Internet ProtocolUInteractive Television U$isual &ommunication U/roa ban Portal UTelecommuting .G servises

45

0E EA0C: MET:ODOLOG<
Achieving accuracy in any research reDuires a eep stu y regar ing the sub!ect" The prime ob!ective of the pro!ect is to compare Airtel with the e#isting competitor ,$o afone- in the market an the impact of :++ on Airtel" The research metho ology a opte is basically base on primary ata via which the most recent an accurate piece of first han information coul be collecte " 'econ ary ata has been use to support primary ata wherever nee e "

"rimary data as collected using the follo ing techni-ues

Luestionnaire Metho Airect Interview Metho an Kbservation Metho The main tool use was, the Duestionnaire metho " 6urther irect interview metho , where a face8 to8face formal interview was taken" +astly observation metho has been continuous with the Duestionnaire metho , as one continuously observes the surroun ing environment he works in"

49

Type of 0esearc) Met)o"ology

EI?LO0ATO0<> Type of research carrie out was )VP+KCATKC3 in natureJ the ob!ective of such research is to etermine the appro#imate area where the rawback of the company lies an also to i entify the course of action to solve it" 6or this purpose the information prove useful for giving right suggestion to the company"

4?

DATA COLLECT,ON MET:OD

There two type of metho of ata collection"

?rimary "ata econ"ary "ata "rimary data as collected using the follo ing techni-ues 7*estionnaire Met)o" Direct ,ntervie. Met)o" an" O'servation Met)o"
The main tool use was, the Duestionnaire metho " 6urther irect interview metho , where a face8 to8face formal interview was taken" +astly observation metho has been continuous with the Duestionnaire metho , as one continuously observes the surroun ing environment he works in Aata use for the research work was primary in nature"

?rimary "ata>
Primary ata is that which is the collecte for the fist time an thus happen to be originate in character"

7*estionnaire s*rvey>
In the stu ies a Duestionnaire is prepare " The Duestionnaire consists of 15 Duestions"

4>

econ"ary "ata7
'econ ary ata refer to the ata that has been alrea y collecte "the secon ary ata, which has been use to carry out this stu y, are as follow7 /ooks, *ournals, Maga2ines, Bewspapers In ustry Ceports &ompanyEs internet site someKther relevant 'TUA3 MAT)CIA+ an websites""

ample *nit7 8 *hansi ( lalitpur

The research process was one by interacting with number of customers uring the activities performe , which inclu e , markets, col calling, canopies, etc" consists of Can om 'ampling" 'ample Aesign

ample siHe7 8 5= people

4@

Met)o" of collection> C
6iel proce ure for gathering primary ata inclu e observation an interview sche ule in which the Duestionnaires were file by the interviewer" Personal interviews through self a ministere survey was one to collect the ata, market

research was un ertaken, that was accomplishe by performing various activities esigne " Cesearch Instrument7 Luestionnaire The Duestionnaire was formulate by keep in min the following Points7 8 Giving the respon ents" clear comprehension of the Duestion" In ucing the respon ents to co8operate" Giving instructions as to what is nee e " I entifying the nee s to be known"

5=

cope of t)e st*"y

To con uct this research the target population was the mobile users, :ho are using G'M technology" Targete geographic area of *aipurQ B&C" 'ample si2e of 5= persons was taken" To these 5= people a Duestionnaire was given, the Duestionnaire was a combination of both open en e an close en e Duestions" The ate uring which Duestionnaires were fille " 'ome ealers were also interviewe to know their prospective" Interviews with the

managers of G'M service provi ers were also con ucte " 6inally the collecte ata an information was analy2e an compile to arrive at the

conclusion an recommen ations given"

Sources of secondary data

Use to obtain information on, /hartiEs history, current issues, policies, proce ures etc, wherever reDuire " Internet Maga2ines Bewspapers *ournals /harti &irculars 'tore
51

/harti Bews +etters $o afone 'tores

Data analysis An" ,nterpretation

5%

'ubscriber numbers in ,mn- hel by $o afone an Airtel

8*neC61 Airtel !o"afone +%$5 $%4&

epC62 /%2& /%$5

DecC63 1%16 2%&/

MarC64 2%1/ 3%&2

DecC64 $6%54 $6%/1

MarC65 $/%63 $&%55

o*rce T0A,>

MA0KET ?LA<E0 ,N TELE COMM;N,CAT,ON

5.

Operator

Market

s)are Market 8*neEE$6 %%"4@ 19"@9 19"=1 >"4@

s)are

A*gEE61 /harti Airtel 1@"=9 $o afone %1">1 Celience 1?"=. I ea&ellular 1="45

9,ND,NG AND ANAL< ,

54

Age Gro*p Grap)

A.$ ./O0"
$1C&$ <EA0

&4C+1 <EA0

&$C&4 <EA0

55

As we can see from the above graph, the people who are in the age group of %18%> years are the ones who are the ma#imum users of mobile phones" This segment is the one which gives ma#imum business to the mobile operators" This segment constitutes the young e#ecutives an other office going people" They are 95; of the total people who were interviewe " The ne#t age group are the people who are %>8.5 years ol " They are %=; of the total" They are those who are at home or have small business units etc" An the ne#t age group is the youngest generation who are 158%1 years ol " They are school an college going stu ents an carry mobile phones to flaunt" They are 15; of the total interviewe people"

Occ*pation Grap)

As the above graph shows that 55; of the total people interviewe are working" 'o, these people are the ones who are the ma#imum users of mobile phones" They are the young e#ecutives, managers, Tele 8 callers etc" who reDuire mobile for their official purposes" The ne#t category is
59

the househol s, who are either housewife, small units which operate from their homes etc" They are %=; of the whole" The ne#t segment is the stu ents" They are 15; of the whole" An 1=; of the whole is categories who are the professionals"

ervice ?rovi"er Grap)

These are the total market share of mobile user or people capture by the mobile provi er company" There two ma!or company in mobile phone service sector $o afone an Airtel who

5?

respectively hol the market share with other company as 1?; an %=; of total market user segment of mobile customer"

5>

C*stomer ervice at Airtel Grap)

As the above graph clearly shows that customer services at Airtel seems poor" 9=; of the people are issatisfie with the customer services provi e by Airtel" They are the ones who have the ma#imum share in the market but they are lagging behin in the customer services" 1=; of the people were fully issatisfie with the customer services of Airtel" This coul leave an impact on the min of the consumer" 0e can even switch over his bran " %=; of the people seeme partially satisfie with the customer services an only 1=; seem to be fully satisfie with AirtelEs

customer services, which is a very small amount"

5@

Type of Car" Grap)

&ash car s seeme Duite popular among the people interviewe " >5; of the total mobile users were having cash car connections" This means that the cash car s shoul be easily an rea ily available in the local markets" Airtel shoul make sure that Magic is available in each an every nook an corner of the market" 15; of the people were having sim connections which is the regular bill"

9=

Mont)ly e=pense grap)

People on an average spen C' 5== per month as their mobile phone e#pense" 94; people spen this amount" %4; people spen C' .== per month as their monthly mobile e#pense" An the remaining 1%; ha an e#pense more than C' 1===, they coul the ones having sim connections or having cash car s an having a lot of business calls on their mobiles"

91

A.areness a'o*t WLL Grap)

:++ seeme to be a new wor for many of the people" 45; of the people were not at all aware of such a technology" 'o, in or er to get the answer for this Duestion they were first e#plaine the concept" Knly, 55; people knew what :++ is all about"

9%

A.areness of WLL ?layers Grap)

$o afone was the bran which was popular amongst the interviewe people" As $o afone ha one so much a vertising an has it banners an hoar ing sprea all over *aipur" 'o, this coul be one the reasons of its popularity" Tata was har ly a known bran in this new fiel " Possibly, because of less promotions one by them as compare to $o afone" Kn the basis of analysis of the Duestionnaire I have foun that the ma#imum no" of people who use mobile phones is in the age group of %= to %>" :ho are the young e#ecutives an other office goersN They spen a ma#imum of C' 5== as their mobile e#pense" There is more no" of prepare car s than post pai car s" The mobile users want to spen money si e by si e than to spen money at the en of the month on a big bill"

9.

Bow when I compare

Airtel with its competitor from the point of view of the consumer I foun

that on the basis of Tariff plan, value a e services an billing accuracy Airtel is at par or ahea of its competitor but in the case of customer care an availability they lag behin there

competitors" As, Airtel has a hol in the market because it has the ma#imum no" of connections, so it must improve upon it customer services" As far as :++ is concerne people are aware

about it but not many people are aware about Tata" They only know more about $o afone" People at this point of time are not intereste to switch over from G'M to :++

94

1ustomer /esponse to ards 2uestionnaire

95

:hich /ran you, prefer mostN

Airtel $o afone Celiance TATA I ea

99

0ow long you have been using this Pro uctN

=8% 3ears %85 3ears 581= 3ears More than 1= years

&onsumers response shown in chart for usage

9?

Are you using other pro uct with AirtelN

3es Bo

0ere are the customer responses about the use of the Airtel pro uct an other pro uct rather than Airtel" in this segment of survey 9? ; of customer are aspire with Airtel an .. ; shown interest in other telecom pro ucts in urban areas"

9>

Ao you collect any information search before making purchaseN

9@

WOT ANAL< ,
trengt)s /eing one of the largest companies in In ia the company has achieve a egree of focus in its core business of its pro ucts" It has a strong bran name, superior Duality pro ucts an an enviable network" It has a clear an authority" Increase in a vertisement spen s affect the companyEs margins" The companyPs bottom line falls victim to the bloate which affects its margins" Weakness> +ittle efforts over the A vertising of pro ucts" Aistribution channel is not accurately categori2e " Premium price pro ucts, hence canEt compete in low price segment" Bo separate strategy for rural market" Opport*nities> The company<s financial performance can receive a ma!or boost from its cost re uction efforts" an highly pai workforce, well8 efine organi2ation structure an limits of financial istribution

?=

There is a lot of scope of pro uct an market iversification" )#ports of pro ucts will also have huge chances in the coming years" AirtelEs business has ample scope for gaining market share from the unorgani2e sector" Cural penetration too hol s vast potential to bring about growth" T)reats

an

The slow own in the economy has restricte topline growth of most 6M&G ma!ors for Airtel also it will be ifficult to maintain historical growth rates in such a

epresse scenario" &ompanyEs ma!or raw materials are influence by government policies Q controls as

well as vagaries of the monsoons" 6luctuations in the prices of raw materials woul have significant impact on costs an margins of the company" Moreover, inor inate hike in /roa companyEs pro uction an /an Internet pro ucts woul also increases

istribution cost"

?1

L,M,TAT,ON
Bo pro!ect is without limitations an it becomes essential to figure out the various constraints that we un erwent uring the stu y" The following points in this irection woul a eliberations78 1" Auring the stu y, on many occasions the respon ent groups gave us a col shoul er" %" The respon ents from whom primary ata was gathere any times isplaye complete to our total

ignorance about the complete bran e range, which was being stu ie " ." +ack of time is the basic limitation in the pro!ect" 4" 'ome retailersQwhole sellers refuse to cooperate with the Dueries" 5" 'ome retailersQwholesalers gave biase or incomplete information regar ing the stu y" 9" Money playe a vital factor in the whole pro!ect uration" ?" +ack of proper information an e#perience ue to short perio of time" >" 'ome retailers i not answer all the Duestions or o not have time to answer"

?%

0ECOMMENDAT,ON
I have ma e following recommen ation to the company after oing the summer training there7

The company shoul

mo ify its cre it policy as they only target the cash paying

customers who are not easy to trace" The company shoul emphasis more on the Duality of Pharmaceuticals Pro ucts it was mostly claime by the e#porters that their receipts from company oesnEt matches with the sampleEs Duality shown before giving or ers" The company shoul competition" The company shoul keep an eye on the proper elivery of the goo s to e#porter on time, as it has been recommen e by e#porters to make the elivery on time" The company rate policy must be fle#ible enough to catch new customers because if company offers lower price to a new customer then he may continue buy the goo s an can be a permanent customer for the company" The company shoul offers such rate in the market so that it may able to catch a bigger market share an it shoul be able to compete with the local tra ers an commission agents while having a bran name" The company shoul take the opinion of e#porters from time to time to know what problems they are facing from the companyEs si e" An con itionN if any change they reDuire in present supplying make its marketing strategy fle#ible enough in or er to face

?.

;GGE T,ON
6ollowing are the few suggestions to A,0TEL for improving the market share an image of the pro ucts concerne " $% ?0OD;CT WMo ification must be brought about in AICT)+, in terms of Dualityof various servises" Its eman shoul be increase " &% ?LACE W The bran s must be ma e available easily in, P&K ( general stores" +% ?0OMOT,ON W&ompany must un ertake e#tensive promotional activities like a vertisements must be release in ifferent Me ias to create bran awareness" W6ree samples shoul be istribute among the prospects" 'ales promotion tools like gifts,

contests an coupons must be given to retailers as well as customers an prospects" W &atalogues shoul be istribute among customers" /% ?0,CE W Price shoul be as competitive as other company maintains W Aistribution of new connection shoul be in reach of customer pocket

?4

CONCL; ,ON
After analy2ing the fin ings of the research, I can conclu e that Airtel lagge behin its

competitors as far as customer service an availability is concerne " The ma#imum no" of people who use the mobile is in the age group of %= to %>" &ash car s are the most popular type of mobile connections, as they are consumer frien ly an problem" Ma#imum no" of people spen s C' 5== on their connections" As Airtel is the only company having the ma#imum no of mobile connections so it must seriously look into the loop holes of the e#isting customer service epartment" As we know that now Airtel has alrea y launche its pro uct with logo IE Aisi a2aa i aur kahan1E has alrea y became popular in market" 'o we can say that in spite of so many competitors in the market Airtel is having a goo position !ust because every time, it tries its best to un erstan the nee of its important customers" 6rom the comparison an eep analysis of every aspect of business of both the companies we can recharging the connection is not a

conclu e that bharti Airtel has to more work in every fiel of communication business" It is the time not only to survive but to sustain in the market for a long time" 6or this Airtel has to work on its all marketing strategies, marketing, promotion, bran image"etc" Airtel has to take $o afone" $ery seriously an up ate its own strategies from time to time an when the nee arises" :ith aggressive marketing strategies Airtel has to target rural In ia as ?=; of population of In ia lives in these areas"

?5

-,-L,OG0A?:<
In this pro!ect report, while finali2ing an for analy2ing Duality problem in etails the following /ooks, Maga2inesQ*ournals an :eb 'ites have been referre " All the material etaile below provi es effective help an a gui ing layout while esigning this te#t report" -ooks > Principles of Marketing GPhilip Hotler ( Hevin keller e i" 1% Market Cesearch G A"A" 'harma Cesearch Metho ology G &"C" Hothari We'sites> www"Airtelworl "com www"google"com www"in ia"com www"$o afone"in http7QQwww"blonnet"comQ%==4Q=9Q%9QstoriesQ%==4=9%9=%1>=?=="htm, Mumbai, *une %5, %==4" comQcompaniesQcompaniesXrQ$o afoneXinfocomQ%==.11=4Xstop8roaming"htm, %==. Aomain, Misse &all, at http7QQwww" omainb MagaHine Airtel ,% *uly to 1= *uly %==4Airtel In ia page of 0T paper ,Thurs ay 1Aecember %==4&owar s In ia ,%9 Aecember to 4 *an" %==4?9

Bovember

7;E T,ONNA,0E
Aear 'irQMa am, I amit Gupta stu ent of M/A of &ollege of 'cience ( )ngineering *aipur" I am oing my pro!ect on IComparative st*"y of marketing strategy of !o"afone an"

AirtelJ" Please give your precious time for filling these etails"
L"1 Bame those companies which provi e telecom services now a aysN

Airtel $o afone Celiance TATA I ea L"% which mobile company services you are using now a aysN

Airtel $o afone Celiance TATA I ea L" . Among them, which /ran you, prefer mostN

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If you have to purchase a new connection or pro uct in near future, which /ran will you

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Are you aware of various promotional activities being run by Airtel, if yes then howN Are

you satisfie with these promotional activitiesN $ery 'atisfie 'atisfie 'omewhat Bot 'atisfie satisfie

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L"1% 0ow woul you rate Airtel performance as your e#pectation on 5 points scale ,5 0ighestN1

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After 'ale service Maintenance Pro uct as per e#pectation

L"1. :hat are you suggestions for improving the pro uct Duality, service availability an parts availabilityN

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