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„ Comes to you from Bharti Airtel Limited - a

part of Bharti Enterprises
„ Covers 23 telecom circles of the country,
has 21 million customers
„ Vision
Vision-- µTo be the most admired brand in
India by 2010¶
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„ Œ GSM players-
players- Airtel, Hutch, BPL
Mobile and MTNL (Mumbai)
Ñ Airtel
± Operated by Bharti Televentures
± Highly successful brand in India
„ Hutch-- Owned by Hutchison Essar
Hutch
- Formed in 2001
Ñ MTNL / Dolphin
± Government owned telephone service
± Provides fixed line, GSM, WLL (CDMA)
„ BPL Mobile
± An Indian electonics company
± One of the oldest service operator in circle
"


„ Hutch-
Hutch- Biggest competitor
„ Players such as Reliance & MTNL for their
low cost tariff plans
„ BPL Mobile to a certain extent but that has
been taken over by Hutch
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ü Very strong customer support
ü Congestion free & wide network
ü Unique value added services
ü Reputable venture
ü Improved Customer Services
ü Unique Investment Strategies
ü Technologically far improved than others
Ô
 
ü Poor network in rural areas
ü Low GPRS speed
ü Positioning fluctuations
 

3 Huge wireless subscriber potential
3 Ready
Ready--toto--pay consumers for cutting edge
services
3 India
India-- fastest growing mobile market in the
world


ü Software and digital content piracy
ü Other players, especially Hutch
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„ Not only a communication tool, but also a platform
to µexpress yourself¶
„ Became the 1st Indian company to win the µBest
Bottom Line IT¶ & µBest Knowledge Management¶
awards by defeating companies such as ONGC,
Birla Corp., the Tatas & Reliance at Asian level
„ Positions itself as juvenile brand by linkages to
celebs such as SRK and Sachin




„ Type of Survey and Research ± Market
Analysis and Comparative study of Airtel
Mumbai Network
„ Research Tool ± Questionnaire &
Phone calls
„ Sampling Unit ± General Public
„ Sampling Size ± 100
„ Sampling Method ± Convenient Random
Sampling


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„ Which Brand do you associate with music?

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„ Use of Cell-
Cell-phone
D
 


 



 

 Operator Preference
0
 

 
Tata Hutch
9% 19%
Reliance
22%

Airtel
24%
Dolphin
BPL Mobile
17%
9%
Satisfaction with tarrif structure

0 
0




2

2

1
½
 
 

1


BPL Dolphin
Hutch Airtel RelianceTata
Mobile
4
Does not make difference 3 1  2 

o 7 7 3 4 7
es 6 12 4 11 11 3
Brand Loyalty
   



BPL
Hutch Airtel Dolphin Reliance Tata
Mobile
Rank6 7 5 15 8 8 57
Rank5 7 10 25 18 12 28
RankΠ18 13 22 2Π11 12
Rank3 26 18 13 21 20 2
Rank2 20 2Π15 18 22 1
Rank1 22 30 10 11 27 0
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