a comparative study on vodafone & airtel marketing research 2012
TRANSCRIPT
A
Research Report
On
“A Comparative Study on Vodafone & Airtel”
SUBMITTED IN PARTIAL FULFILLMENTOF THE REQUIREMENT OF THEDEGREE OF MBA
SESSION 2010-2012
Under The Guidance ofMS.PREETI KULSHESTRA
Submitted ByABHISHEK SRIVASTAVA
Raoll No-1015070007
CET- IILM-AHL,GREATER NOIDA
MAHAMAYA TECHNICAL UNIVERSITY
NOIDA, UTTAR PRADESH
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DECLARATION
I ABHISHEK SRIVASTAVA , do hereby declare that the research report
submitted by me for the partial fulfillment of requirement for the Master of
Business Administration from “CET-IILM-AHL, GREATER NOIDA.”
This has not been submitted to any other university/institution for the reward
of any degree/ diploma certificate.
ABHISHEK SRIVASTAVA
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PREFACE
In today’s customer centered market consumers have more choice because of their
different habit’s attitudes, opinions, perception, personality etc. and therefore, they have
really become choosy. Their buying behavior constantly undergoes modification,
consumers are the king or god in the market, and so it is important to know the buying
decision of consumers and why they buy one particular product when other is equally
attractive.
This research report has been prepared to satisfy dual purpose. The market survey done
will at us know the consumer habits, buying criteria, Inspiration rate, time period,
frequency rate, place, effect of an advertising and sales promotion and secondary data
will give us an inside into Newspaper and trends of last few year.
Finally, this research report was really good learning process for me and it gave me an
opportunity to compare the theoretical knowledge gain with the practical aspects and
difficulties that come across in real life.
This project is fulfillment of course curriculum of MBA Program set by uptu, as each
student has to undergo for research report Project. This project is presented in systematic
manner. It contains the information related to company’s profile and sales promotion of
Airtel & Vodafone than research methodology, analytical part, findings suggestion,
recommendation and conclusion is given at the end. The bibliography and appendix also
given for know more about the sample and other information related to telecom markets.
I hope that these will serve the purpose.
Abhishek Srivastava
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TABLE OF CONTENT PAGE NO.
Chapter 1
Introduction 6
Companies profile 15
Chapter 2
Objectives 29 Scope of study 30
Use & importance of study 31
Chapter 3
Research methodology 32
Analysis of data 50
Finding 68
Chapter 4
Conclusion 69
Recommendation 70
SWOT analysis of Airtel & Vodafone 71
Limitation 74
Chapter 5 (Appendix)
Questationnaire 75
Bibliography 78
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LIST OF TABLES
Sr.No. Name of Table Page
No.
1 Age wise classification 55
2 Occupation wise classification 56
3 Income wise classification 57
4 Analysis of prefering telecom 58
5 Age v/s usage of compnies telecom 59
6 Who is the decision maker for purchasing telecom in your family 60
7 Purpose to purchase mobile phone 61
8 Rate the following attributes of outlets 62
9 Rate the following scheme that attract you most 64
10 Rate the following feature you've purchase Airtel & Vodafone 65
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INTRODUCTION
This research is conducted on the basis of growing competition in mobile
Sector. The biggest competitor of mobile sector in Delhi NCR are
Vodafone & Airtel . This Research is conducted to analyze who is better and why?
The telecommunication is the biggest factor in influencing the speed of life in the modern
age. Today we can get connection with any corner of world through the push button of
computer, with the small mobile phone we can sent not only the massages but also a
secret document. As we know that there is a positive view behind any mention that it
should be helpful in the development of society. But humans have diverted mentality
some of them of positive view and some of them of negative view. Where use any
invention for the welfare of society but some uses for the satisfaction their disturbed
mentality and to earn more and more money whether it may be harmful for the society.
They infringe the norms of society and their behavior is condemned as antisocial,
immoral and sinful.
CELLULAR MOBILE SERVICES
Cellular is one of the fastest growing and most demanding telecommunication
applications. Today, it represents a continuously increasing percentage of all new
telephone subscriptions around the world. Currently there are more than 45 million
subscribers in worldwide and nearly 50 % of those subscribers are located in USA. It is
forecasted that cellular systems using a digital technology will become the universal
method of telecommunications. By the year 2005, forecasters predict that there will be
more than 100 million cellular subscribers worldwide.7
GSM
(Global System For Mobile Communication )
The GSM Association is a unique organization, with a truly global reach, offering a full
range of business and technical services to its members. Now as the wireless family
unfolds the association is deriving forward its vision of seamless, limitless, world of
wireless communication.
Throughout the evolution of cellular telecommunications, various systems have been
developed without the benefit of standardized specifications. This presented many
problems directly related to compatibility, specially with the development of digital radio
technology. The GSM standard is intended to address these problems.
Global system for mobile communication ( GSM ) is a globally accepted standard for
digital cellular communication. GSM is the name of a standardization group established
in 1982 to create a common European mobile telephone standard that would formulate
the specifications for a pan-European mobile cellular radio system operating at 900 Mhz.
It is estimated that many country outside of Europe will join the GSM partnership.
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AIRTEL
Airtel comes to you from Bharti Airtel Limited, India 's largest integrated private telecom
service provider. We are the first private telecom provider to connect India in its entirety
with the world's best technology. Bharti Airtel since its inception has been at the forefront
of technology and has steered the course of the telecom sector in the country with its
world class products and services.
The businesses at Bharti Airtel have been structured into three strategic business units
(SBU's) - Mobile services, Broadband & Telephone services (B&T) & Enterprise
services.
We complement our mobile, broadband & telephone services with national and
international long distance services. We provide international connectivity with our
submarine cable landing station at Chennai and with our partnership in next generation
undersea cable system SEA-ME-WE-4. We provide reliable end-to-end data and
enterprise services to the corporate customers with our nationwide fiber optic backbone,
last mile connectivity in fixed-line and mobile circles, VSATs, ISP and international
bandwidth access through the gateways and landing station.
All these services are provided under the Airtel brand.
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Business Divisions
Mobile Services – Bharti Airtel offers GSM mobile services in all the 23-telecom
circles of India and was the first private telecom service provider to connect all states
of India .
Broadband & Telephone Services – Our Broadband (DSL) & telephone services
(fixed line) are present in the 92 cities across India .
Enterprise Services (Carriers) – With 35,016 kilometers of optic fibre network
we are a leading national long distance service provider. For international
connectivity to east, we have a submarine cable landing station at Chennai. For
international connectivity to the west, the Company is a member of the South East
Asia-Middle East-Western Europe – 4 (SEA-ME-WE-4) consortium along with
15 other global telecom operators.
Enterprise Services (Corporates) – The group focuses on delivering
telecommunications services as an integrated offering including mobile,
broadband & telephone, national and international long distance and data
connectivity services to India's leading 1300 Corporates,
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Our Partnerships:
We partner with world's finest companies like Vodafone, Singtel (Singapore Telecom),
Ericsson, Nokia, IBM and many more to bring the best of products & service to you.
our Innovations
We are changing the way India communicates by offering innovations that not only add
value to people's lives but also deliver an unmatched customer experience.
We were the first to
Provide electronic recharge for mobile phones.
Initiate music retailing in the world with “Easy Music” and the first to offer a
Lifetime Prepaid service.
Provide innovations such as Bollywood movie premiers, music services such as
ring back tones & many more.
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Vision
By 2010 Airtel will be the most admired brand in India: -Loved by more customers -
Targeted by top talent - Benchmarked by more business
Title: Third Quarter And Nine Months Ended December 31, 2006 Earnings Conference
Call.
Date: Tuesday, January 23, 2007
Start Time: 1:30 pm IST
End Time: 2:30 pm IST
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Company
Airtel comes to you from Bharti Airtel Limited - a part of the biggest private integrated
telecom conglomerate, Bharti Enterprises. Bharti provides a range of telecom services,
which include Cellular, Basic, Internet and recently introduced National Long Distance.
Bharti also manufactures and exports telephone terminals and cordless phones. Apart
from being the largest manufacturer of telephone instruments in India, it is also the first
company to export its products to the USA. Bharti is the leading cellular service provider,
with an all India footprint covering all 23 telecom circles of the country. It has over 21
million satisfied customers.
VISION
By 2012, we want Airtel to be the most admired brand in India.
Loved by more customers
•Targeted by top talent
• Benchmarked by more businesses
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Services:-
Airtel Prepaid
Airtel Prepaid, the Ready Cellular Card from Airtel comes to you from Bharti
Enterprises, India's leading integrated telecom service provider. Going mobile with Airtel
Prepaid is a new way of life. With a host of great features, also simple to use, Airtel
Prepaid makes everything that you dreamt and believed, possible.
Airtel Postpaid
Airtel welcomes you to a vibrant world of unlimited opportunities. More exciting,
innovative yet simple new ways to communicate, just when you want to, not just through
words but ideas, emotions and feelings. To give you the unlimited freedom to reach out
to your special people .
Airtel Roaming
Airtel Roaming service allows you to use your mobile phone to make or receive calls
from almost anywhere in India and abroad.
Airtel Roaming gives you two great options:
Airtel National - Enjoy roaming in India across 42 partners networks and over
750 cities.
Airtel International - Roam across international destinations, in nearly 119
countries including USA, Canada, UK etc. with 284 partner networks.
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Long Distance
Now experience complete freedom like never before with Airtel! Our National Long-
Distance facility allows you to make long distance calls in India and Overseas from your
cellular phone. This service is applicable to both Postpaid and Prepaid customers.
Airtel & Visual Identity
For a brand to be successful, it must build enduring relationships with its different
audiences. Integral to this relationship is the visual image of the brand the consumer
carries in his/her mind. The Airtel brand image is created through the consistent
application of a carefully developed visual identity, which helps Airtel distinguish itself
in a cluttered market. Airtel visual identity helps create instant brand recall and
strengthens the relationships that its audiences have with it.
The Airtel visual identity has different elements that work together to create a strong and
consistent identity for the brand. The most important of these are:
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The Airtel Logo
The Airtel logo is a strong, contemporary and confident symbol for a brand that is always
ahead of the rest. It is a specially drawn word mark.
The Airtel Image style
It incorporates two solid, red rectangular forms whose counter form creates an open
doorway.
The Airtel Typographical style
The title case lettering with its capital 'A' was deliberately chosen to reinforce the brand's
leadership position. The red dot on the letterform 'I' cues Airtel's focus on innovation..
The words 'Express Yourself' are very much part of the brand identity.
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Management Profiles
:
»Sunil Bharti Mittal »Manoj Kohli
»Sanjay Kapoor »David Nishball
»Atul Bindal »K Srinivas
»Jyoti Pawar »Shamini Ramalingam
»Joachim Horn »S. Asokan
»Krishnamurthy Shankar »Srikanth Balachander
»Amrita Gangotra
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Vodafone
Vodafone was formed in 1984 as a subsidiary of Racal Electronics Plc. Then known as
Racal Telecom Limited, approximately 20% of the company's capital was offered to the
public in October 1988.
It was fully demerged from Racal Electronics Plc and became an independent company
in September 1991, at which time it changed its name to Vodafone Group Plc.
Following its merger with AirTouch Communications, Inc. (‘AirTouch’), the company
changed its name to Vodafone AirTouch Plc on 29 June 1999 and, following approval by
the shareholders in General Meeting, reverted to its former name, Vodafone Group Plc,
on 28 July 2000.Key milestones in the development of Vodafone can be found in the
following sections, organized by year:
2010
June
Completion of merger between Vodafone Australia Limited and Hutchinson 3G
Australia Pty Limited.
March
Telephonic and Vodafone announce milestone Pan European collaboration to
share network infrastructure in Germany, Spain, Ireland and the UK.
February
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Hutchinson and Vodafone agree to merge Australian telecom operations to form a
50:50 joint venture.
January
Vodafone trials HSPA+ mobile broadband at speeds of up to 16 Mbps.
2009
December
Vodafone completes acquisition of additional 4.8% stake in Polkomtel
November
Vodafone to acquire an additional 15% Stake in Vodacom Group which will
increase Vodafone's shareholding from 50% to 65%. Vodacom Group will be
listed on the Johannesburg Stock Exchange and the remaining 35% of Vodacom
Group will be demerged by Telkom to its shareholders.
October
Vodafone launches the new exclusive BlackBerry® Storm™ smartphone from
Research In Motion
August
Completion of the acquisition of a 70 percent stake in Ghana Telecom.
July
Vittorio Colao succeeds Arun Sarin as Group Chief Executive
Vodafone acquires a 70% stake in Ghana Telecom for $900 million.
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June
Vodafone and Apple(R) announce the iPhone 3G will be available in Australia,
Italy, New Zealand and Portugal on July 11, and in the Czech Republic, Egypt,
Greece, India, South Africa and Turkey later this year.
Vodafone announces that Verizon Wireless, its affiliate in the US, has agreed to
acquire Alltel Corp. for a total enterprise value of US$28.1 billion in cash and
assumed debt.
May
Vodafone announces that it has agreed to acquire the 26.4% interest in Arcor that
it does not already own from Deutsche Bahn AG and Deutsche Bank AG for a
cash consideration of €474 million.
February
Vodafone carries out technical trials of 3G femtocells to assess how effectively
the technology is able to deliver wireless high-speed data and voice services
inside homes and business locations.
Safaricom and Vodafone announce that M-PESA, the innovative mobile money
transfer service launched in March 2007, now has 1.6 million customers.
2008
December
A consortium led by Vodafone Group is awarded the second mobile phone
licence in Qatar Indus Towers Limited, an independent tower company in India is
formed between Vodafone, Idea and Bharti
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October
Vodafone agrees to acquire Tele2 Italia SpA and Tele2 Telecommunication
Services SLU from Tele2 AB Group
May
Vodafone announces completion of the acquisition of Hutch Essar from
Hutchison Telecommunications International Limited
Vodafone launches first ultra-low cost handsets
February
Safaricom, Vodafone's partner in Kenya announces the launch of M-PESA, an
innovative new mobile payment solution that enables customers to complete
simple financial transactions by mobile phone
Vodafone agrees to buy a controlling interest in Hutchison Essar Limited, a
leading operator in the fast growing Indian mobile market
Vodafone announces agreements with both Microsoft and Yahoo! to bring
seamless Instant Messaging (IM) services to the mobile which can be accessed
from both the PC and mobile handsets
Vodafone signs a series of ground-breaking agreements which will lead to the
mobilizing of the internet. YouTube agrees to offer Vodafone customers specially
rendered YouTube pages on their mobile phones. With Google, Vodafone
announces its intention to develop a location-based version of Google Maps for.
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With eBay, Vodafone announces it is to offer the new eBay mobile service to
customers, With MySpace.com Vodafone announces an exclusive partnership to
offer Vodafone customers a MySpace experience via their mobile phones
January
Vodafone reaches 200 million customers
2007
December
Sale of 25% stake in Switzerland's Swisscom
November
Competition of sale of 25% stake in Belgium's Proximus
September
Vodafone launches first Vodafone-only branded 3G consumer handset
Vodafone reports 10 million Vodafone Passport customers
Vodafone to deliver fixed-line broadband services in the UK
June
Proposed Return of Capital via a B share scheme announced
May
Vodafone announces completion of acquisition of the assets of Telsim in Turkey
Vodafone and Softbank agree to form mobile partnership
April
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Completion of sale of Vodafone Japan to Softbank
March
The number of Vodafone live! customers with 3G reached 10 million
February
Impairment review and update to outlook
January
Completion of sale of Vodafone Sweden
2006
December
Vodafone announces completion of acquisition of 10% economic interest in
Bharti Tele-ventures in India
Vodafone will be McLaren Mercedes Title Sponsor
Acquisition of the assets of Telsim in Turkey
Vodafone launches global Mobile TV
Sir John Bond succeeds Lord MacLaurin as Chairman.
November
Vodafone announces new football sponsorship with the UEFA Champions
League
October
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Sale of Vodafone Sweden Acquisition of a 10% economic interest in Bharti Tele-
Ventures in India
July
Vodafone reaches 165 million proportionate customers
Vodafone announces new four year sponsorship of the England Cricket Team
May
Vodafone completes acquisition of control of MobiFon in Romania and Oskar in
the Czech Republic Vodafone launches Vodafone Simply
January
Vodafone reaches 150 million customers - strongest quarter since December 2000
Vodafone in india
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Vodafone Essar started its operations in India in 1994 and is under the Vodafone Group.
The company Vodafone Essar Limited has become one of the leading companies in the
telecom sector in India due to its high standard of services that it provides to its
customers.
The company Vodafone Essar has its operations in 16 telecom circles of the
country, which covers around 86% of the customer mobile base in India. The
company offers both postpaid and prepaid GSM cellular mobile coverage all across India
and its hold is especially strong in the metropolitan cities. The company Vodafone Essar
Limited provides services like 2G, which are based on 1800Mhz and 900Mhz GSM
digital technology. The company Vodafone Essar also offers voice and data services.
Vodafone Essar Limited has received many awards over the years such as the Best
Mobile Service in India, Most Effective and Most Creative Advertiser of the Year, and
Most Respected Telecom Company. The company Vodafone Essar Limited's chairman is
Asim Ghosh, vice chairman is Arun Sarin, and non- executive chairman is Ravi Ruia.
The Vodafone Essar subscriber bases in the cities of India are:
Kolkata - 1,632,875
Mumbai - 2,989,970
Delhi - 3,002,442
Chennai - 981,996
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The company Vodafone Essar Limited plans to spend more than Rs.250 crore in
launching low price cell phones in India. The company's objective in doing this is to
bring in millions of cheap mobile handsets from around the world into the country and
then sell them under the Vodafone brand name in order to maximize sales. It is expected
that the company Vodafone Essar Limited will price the handsets in the range of Rs.666,
Rs.999, and Rs.888. In this way the company expects to attract new customers and thus
expand its customer base that stands at 35 million in 2007.
Vodafone Essar plans to sell the low price handsets from its 4 lakh distribution outlets.
The company will buy the low cost cell phones from the firm ZTE that is located in
China. The Company ZTE will ship more than 10 million low cost cell phones to India
that will then be sold by the company Vodafone Essar. Vodafone Essar Company also
has plans to expand in the near future and for this it is planning to take a loan overseas of
around US$ 500 million. The company Vodafone Essar Limited will use the money to
expand the company's network, better its technology, and open more distribution centers.
All these measures will help to increase the customer base of the company Vodafone
Essar.
Vodafone Essar is one of the topmost companies in the telecom sector in India and is well
known for the best quality of products and services offered to its customers. And this is
the reason that the customer base of the company Vodafone Essar Limited has been
increasing at a very rapid pace. The company is planning to launch low price cell phones
in the country and also expand its operations. This is sure to help the company
VodafoneEssar to grow and prosper even more in the future.
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CONSUMER BUYING BEHVIOUR
The main aim of marketing is meet and satisfy target customers need and wants
buyer behavior refers to the peoples or organization conduct activities and together with
the impact of various influence on them towards making decision on purchase of product
and service in a market. The field of consumer behavior studies how individuals, groups
and organization select, buy, use and dispose of goods, service, ideas, or experience to
satisfy their needs and desires understanding consumer behavior and knowing customer
are never simple. The wealth of products and service produced in a country make our
economy strong. The behavior of human being during the purchase is being termed as
“Buyer Behavior”. Customer says one thing but do another. They may not be in touch
with their deeper motivations. They are responding to influences that change their mind
at the last minute. A buyer makes take a decision whether save or spend the money.
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Characteristic of Buyer Behaviors
The chief characteristics of the buyers behaviors are as follow:-
(1) It consists of mental and physical activities which consumers undertake to get goods
and services and obtain satisfaction from them.
(2) It includes both observable activities such as walking through the market to examine
merchandise and making a purchase and mental activities-such as forming attitudes,
perceiving advertising material, and learning to prefer particular brands.
(3) Consumer behaviors are very complex and dynamic to constantly changing. And
therefore, management need to adjust with the change otherwise market may be lot.
(4) The individuals specific behaviors in the market place is affected by internal factor,
such as need , motives, perception, and attitudes, as well as by external of enviourmenatal
influences such as the family social groups, culture, economics and business influences.
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Consumer Buying Decision Process
1. Problem identification:- The buying process starts when the buyer recognizes a problem or need. The
need can be triggered by internal or external stimuli. Marketers need to identify the
circumstances that trigger a particular need. By gathering information from a number of
consumers, Marketers can identify the most frequent stimuli that spark an interest in a
product category. They can then develop marketing strategies that trigger consumer
interest.
2. Information Search:-
The consumer tries to collect information regarding various products/service.
Through gathering information, the consumer learns about completing brands and their
features. Information may be collected form magazines, catalogues, retailers, friends,
family members, business association, commercial, chamber of commerce, telephone
directory, trade fair etc. Marketers should find out the source of information and their
relative degree of importance to the consumes.
Personal Sources: Family, friends, neighbor, as quittances.
Commercial Source: Advertising, sales persons, dealers, packaging, displays.
Public sources: media, consumer, rating organizations. Mass
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3. Evaluation of alternative:-
There is no single process used by all consumers by one consumer in all buying
situations. There is several First, the consumer processes, some basic concepts are:
First, the consumer is trying to satisfy need.
Second, the consumer is looking for certain benefits from the product solutions.
4. Choice of purchasing decision:-
From among the purchase of alternatives the consumer makes the solution. It
may be to buy or not to buy. If the decision is to buy. The other additional decisions are:
Which types of Telecom he must buy?
From whom to buy a Telecom?
How the payment to be made? And so on.
The marketer up to this stage has tried every means to influence the
purchase behavior, but the choice is properly consumers. In the evaluation stage the
consumer forms preferences among the brands in the choice set. The consumer may also
form an intention to but the most preferred brand.
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5. Post Purchase Behavior:-
After purchase the product, the consumer will experience the same level of
product. The Marketer’s job not end when the product is buying must monitor post-
purchase satisfaction, post-purchase action, post-purchase use and disposal.
6. Post Purchase Satisfaction:-
The buyer, satisfaction is a function Of closeness between the buyer,
expectation and the products Perceiver performance. The larger the gap between
expectation and performance, the greater the consumer dissatisfaction.
7. Post purchase Action:-
The Consumer, satisfaction or dissatisfaction with the product influence subsequent
behavior. If the consumer satisfied, he or she will exhibit a higher probability of
purchasing the product again. Dissatisfaction consumer may abandon and return the
product.
8. Post-Purchase Use or Disposal:-
The marketer should also monitor new buyers use and dispose of the product. If
the consumer store the product in a close, the product is probably not very satisfying. If
the consumer throws the product away, the marketer needs to know how they dispose of
it; especially it can be hurt the environment.
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OBJECTIVES
The objective of the study is to know the comparative measurement of customer
perception regarding the services of two major companies that are doing their business in
Delhi (ncr) region. These two companies are: - AIRTEL, VODAFONE" Along with this I
tried to find out the perceptions of the customer of different Age Group & different
Professions which are using the services of these companies permanently are given
below:
To know the customer perception, choice and preference regarding various
mobile services.
Which mobile service is preferred most by the customers.
Comparative measurement of customer satisfaction level for various mobile
services available in Delhi (ncr).
To understand the main problems faced by the customer while using the mobile
services.
To know the features of a mobile service which attracts the customer most.
To know the level of Customer Loyalty regarding his service provider & he is a
switcher who switches over time to time due to various reasons.
To know the media which affects the customer most while making there decision
of using a mobile service.
To understand the infrastructure of payment which is most uses by the customer.
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Scope of study
It would help us to know about which one is better (Airtel or Vodafone) according
to the customer.
Which company gives better service to their customers?
It would help us to know about how many customers are loyal to their brands
It would help us to know about the reasons regarding non preference
Vodafone/Airtel.
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USE & IMPORTANCE OF THE STUDY
To study the psychology of customers in respect of their need :
Coverage area network
Variety of plans
Good signals
New services provided by them
Differentiation between Airtel/Vodafone in respect of consumer’s
Perception, which is better and why?
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RESEARCH METHODOLOGY
Research methodology is a way to systematically solve the research problem. It may be
understood as a science of studying how research is done scientifically. In it we study the
various steps that are generally adopted by researcher in studying his research problem
along with the logic behind them. It is necessary for the researcher to know not only the
research methods/techniques but also the methodology. Researchers also need to
understand the assumptions underlying various techniques and they need to know the
criteria by which they can decide that certain techniques and procedures will be
applicable to certain problems and others will not.
We use a particular method of research in the context of our research study and explain
why we are using a particular method or technique and why we are not using other so that
research results are capable of being evaluated either by the researcher himself or by
others.
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RESEARCH METHODOLOGY CAN BE SUB-HEADING BY
Research
Research Design
Sampling Design
Data Collection
Tools and Techniques
Survey area
Sampling Size
RESEARCH
Research in common parlance refers to a search for knowledge. One can also define
research as a scientific and systematic search for pertinent information on a specific
topic: The meaning of research is "a careful investigation or inquiry specially through
search for new facts in any branch of knowledge" According to Clifford Woody –
research comprises defining and redefining problems formulating hypothesis or
suggested solutions; collecting, organizing and evaluating , data; making deductions and
reaching conclusions; and at last carefully testing the conclusions to determines whether
they fit the formulating hypothesis.
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Objectives of Research
The purpose of research is to discover answers to questions through the application of
scientific procedures. The main aim of research is to find out the truth which is hidden
and which has not been discovered as yet. Though researcher study has to its own
specific purpose, we may thin of research objectives as falling into a number of following
broad groupings.
1. To gain familiarity with a phenomenon or to achieve new insights into it,
2. To portray accurately the characteristics of a particular individual, situation or a
group.
3. To determine the frequency with which something occurs or with it is associated
with something else.
4. To test a hypothesis of a casual relationship between variables.
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RESEARCH DESIGN
A research design is purely and simply the frame work of plan fro a study that guides. the
collection and analysis of the data. Application and specification are the main
characteristic in a research design. Marketing research designs can be classified on the
basis of the fundamental objectives of the research. There is mainly three types research
design.
Exploratory
Conclusive
(i) Descriptive (ii) Causal
Performance monitor
Since our research is descriptive type, so research design is also descriptive.
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Research Design in Case of Descriptive Research
These designs are used for some definite purpose. A number of marketing research
studies are based on such designs. It is focused on the accurate description of the
variables present in the problem.
These designs try to find a complete and accurate description of a problem situation by
providing specified methods for selecting the sources of information and the procedure
for collecting data from these sources. The data is collected in such a manner that the
ambiguous nature of cause and effect relationship in the phenomenon is reduced to
maximum extent
.Importance of Descriptive Research
These are able to describe the characteristic of certain groups.
Specific predictions are possible
Can study relationship between two or more variables.
Descriptive Designs can be divides in two main categories:
(1) Case method
(2) Statistical Method
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SAMPLING DESIGN
Sampling is the process of obtaining information about an entire population by examining
only a part of it. Sampling is used fro a variety of reasons such as :
Sampling can save time and money
Sampling may enable more accurate measurements.
Sampling remains the only way when populations contains infinitely many
members
Sampling only remains the only choice when a test involves the destruction of the
item under study
Sampling Methods are divided
Probability sampling
Non-probability Sampling
In my research probability sampling is used. Again in probability sampling simple
random sampling is used. This sampling is stratified system.
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DATA COLLECTION METHOD
Data collection methods are generally two types:
Primary Data
Secondary Data
Primary Data
The primary data are those which are collected a fresh and for the first time and thus
happens to be original in character. The primary data is collected in the process of
questionnaire and interview of the outlets.
Secondary Data
The secondary data are those which have already been collected by someone else and
which have been already been passed through the statistical process. In my research the
secondary data collected from the company sales, production and other records. The other
data was collected from research report.
41
TOOLS AND TECHNIQUES
The data was collected through questionnaire method and personal interview. Again the
research is descriptive type. The analysis is done through the tabular and graphical
representation.
SURVEY AREA
The research is done in the different areas of ghaziabad (DELHI NCR) which are given
below:
Alpha 1
Alpha 2
Beta 1
Beta 2
Gama
Sector 18 (Atta)
Jagat Firm
42
SAMPLE SIZE
The total sample size I had cover is 100. These size are generally outlets.
Sample Size (n) = 100
AIRTEL Vs VODAFONE
Airtel vs. Vodafone And the winner is...
Amit Ranjan Rai & Aarti Menon Carroll
January 02, 2012 Telecoms are rolling out like never before. And that 100-million mark
doesn't look too far away. The mobile subscriber base crossed 65 million in September
2012, an over-30 per cent increase over the previous year.
Last quarter, market leader Airtel (22 per cent market share, over 15 million mobile
subscribers, source: Cellular Operators Association of India) witnessed its highest-ever
net addition of 1.8 million mobile customers in a single quarter.
And it's not slowing down; the company's busy rolling out networks, targeting its
presence in over 4,500 towns and locations (from 3,200 in September) in the next three-
four months.
43
Vodafone, with over 10 million subscribers (15 per cent market share) may be No. 4
(behind Reliance and BSNL) at present, but it has the highest average revenue per user.
With the recent acquisition of BPL Mobile, its subscriber base should increase to about
13.5 million later this month when the merger is formalized - pushing it up to the No. 2
slot. Of course, right now, the focus is more on its orange-pink transformation.
What makes Airtel and Vodafone pull such numbers? The Strategist examines how
Bharti Tele-Ventures Ltd and Vodafoneison Essar built, sustained and strengthened two
of India's biggest telecom brands in the 10 years of mobile telephony.
Airtel: Leadership, power. . . feelings?
"In a service industry like telecom, people live a brand 24X7. It's all about experience;
and for Airtel 'brand=customer experience," says Rajan Mittal, joint managing director,
Bharti Tele-Ventures Ltd.
That's now, but when mobile telephony began in India a decade ago, the brand was all
about aspiration. That's understandable: a handset cost about Rs 45,000 - the price of a
second-hand Fiat - and call charges hovered around Rs 16 a minute.
Naturally, the target customer was clearly defined: elite, up market professionals and
entrepreneurs. "We positioned Airtel as an aspirational and lifestyle brand, in a way that
trivialised the price in the mind of the consumer. It was pitched not merely as a mobile
service, but as something that gave him a badge value," recalls Hemant Sachdev, chief
marketing officer (mobility) and director, Bharti Tele-Ventures.
Airtel was on a power trip: the logo was black, uppercase bold lettering; and the baseline
was "the power to keep in touch". "From day one, it was decided that the brand should
44
always connote leadership - be it in network, innovations, offerings or services," says
Diwan Arun Nanda, CMD, Rediffusion-DY&R, the agency that has created all Airtel ads
over the past decade. The taglines emphasized that stance: "Airtel celebrates the spirit of
leadership" and "The first choice of the corporate leaders".
This was also a time when customers needed to be educated; interest levels were high,
but customers' exposure to the cellular world was limited. Airtel took out full and half-
page ads in newspapers, answering queries like "what is roaming?", "what is coverage
area?" and "how to make international calls".
In 1999, the rules of the game changed. The New Telecom Policy came into effect,
replacing licence fees with a revenue-sharing scheme and extending the license period
from 10 to 20 years. Now, cellular service operators could drop their prices and target
new customer segments. As SEC B became part of the catchments area, Airtel's
communication changed from "power" to "touch tomorrow".
The focus now was on the endless possibilities of technology to make life good and
advertising became two-pronged: a product-driven communication that showcased new
offerings like the Magic prepaid card, and an emotional communication that showed
younger people.
In 2002, Airtel signed on music composer A R Rahman and changed its tune to "Live
every moment": Rahman's signature tune for Airtel is, perhaps, the most downloaded ring
tone in India. But that was just part of the ongoing communication.
The following year Airtel adopted the "Express yourself" positioning, which is also its
current tagline. Now, the emotional angle was predominant - and stark, black and white
imagery to stand out in what was becoming a highly commodities, crowded market.
The latest campaign continues that thought. Only, mobile telephony is now extending to
even low-income mass categories. So the first TVCs in Hindi and regional languages are
now on air, as are low-priced products, like the Rs 200 recharge coupon.
45
Communication was just part of the battle: customer service would prove more critical.
"We were very clear that Airtel will be a service-led brand," says Mittal.
Accordingly, Airtel was the first cellular service provider to start customer centers (called
Airtel connects), where customers could pay their bills, apply for new connections and
touch and feel new handset models.
The way to the future, though, seems to be through product innovations such as easy
charge (recharging prepaid connection through SMS), hello tunes, the Blackberry option,
stock tickers and M-cheques (mobile credit cards).
The customer care centers, too, are metamorphosing into "relationship centers", one-stop
shops where subscribers can not only pay their bills and have their queries answered, they
can shop for new phones, surf the net and enjoy a cup of coffee. "What matters is what
the customers want," points out Mittal.
Vodafone: Co lour coded
Back in 1995, using "Hello Bombay" as the tagline, and pitted against consumer
electronic giant BPL, the campaign for the unknown Max Touch got underway. Says
Narayan Srivastava, executive creative director, TBWA Anthem, part of Mudra's creative
team for Max Touch, "We consciously decided to cultivate the brand personality as
foreign."
The international pedigree was underlined by the baseline "World in your pocket", but
local relevance was built using celebrities to endorse the brand ("Citizens of Mumbai").
Like Airtel, Vodafone, too, needed to educate consumers about cellular telephony. So, it
also had ads like "Can I call STD?", "Can I use my phone in a lift?" "What is airtime?"
International was believed to be synonymous with sophisticated, and the customer service
reflected that. Max Touch introduced Integrated Voice Response systems, and for face-
to-face interactions, it had swanky customer spaces with smartly dressed executives who
had been trained in customer relationships.
46
"The advertising and the delivery of services were in tandem, something that continued
with Orange and Vodafoneison affiliates," says Gangadharan Menon, director, Octane
Communications, then a member of Narayan's creative team.
Even as Vodafone's communication appealed to the upper class, it was working on
innovative product offerings: in 1996, it was the first cellular company to establish
national roaming; later that year, it introduced over-the-counter prepaid cards.
And if black proved to be Airtel winning co lour, Max Touch found orange worked for it.
The almost accidental use of the co lour in an ad campaign - changed at the last minute
from green - was fortuitous.
In February 2001, Max Touch became Orange and the account shifted from Mudra to
Ogilvy. By replacing a highly recognized brand with a virtual unknown in just two
weeks, the new Ogilvy campaign redefined conventional communication strategies. In
Mumbai, for instance, ads compared the cost of a mobile phone call to an inexpensive
cutting chain.
A big success factor was how inspirational overtones in brand imagery stayed, even
though price wars had started. Again, the co lour orange was a seminal attribute; the
brand's slogan was 'The future's bright, the future's orange'.
The next year, though, it was time for another name change. Vodafoneison announced the
creation of an umbrella brand, Vodafone, although to confuse the issue further, Mumbai
retained the Orange brand. The separate identities of the two brands were duly
emphasized, although strategic sponsorships of theatre, music and art events overlapped -
as did the use of orange co lour.
The new brand name also heralded the arrival of a new mascot, the "Vodafone" pug.
When Vodafone launched the Abby-winning "Wherever you go our network will follow'"
ad, viewers believed that was Vodafone's new slogan, but it was just one brand attribute.
47
Twelve other campaigns followed; each one with a single communication of a value-add,
all stylized to be uniquely Vodafone.
"In a service business you can't have high imagery and low delivery. Effective branding
has to be built on a bedrock of fundamentals of service - great network, customer service
and great billing systems," Harit Nagpal, chief marketing officer, Orange had said a
couple of months ago.
Value-added services - such as "Privileges" (discount coupon booklets), cricket scores
and stock market information - have formed as critical a part of Vodafone's marketing
efforts as its advertising. Other services like Vodafone World (GPRS service), Vodafone
Alive (non-stop, streaming action) and Vodafone4Help, a unique dial-in 'convenience'
service, all emphasize the premium attributes of the service. But now there's Chhota
Recharge, small value recharge cards (starting at Rs 10), which will also help mobilise
small spenders.
And now there's pink. Last month, Mumbai was overrun with billboards that simply said
"Bye". A week later, the same billboards, along with the rest of the country, sported the
Vodafone Tri-Star in a new, vivid pink.
At the time, Naveen Chopra, corporate vice president, group marketing, Vodafoneison
Essar, said, "The idea is just to refresh the brand, and inculcate a new 'Vodafone spirit'."
But the brand makeover had less to do with creating excitement and more with
renouncing the Orange brand to Orange Telecom and creating the new pan-Indian
Vodafone brand.
Airtel or Vodafone? you choose
Samit Sinha, Managing Partner, Alchemist Brand Consulting
Airtel seems to have consciously decided to go for the belly of the market and aggressive
market expansion, while Vodafone seems to be pursuing a relatively more sophisticated
consumer. There isn't a great deal of differentiation in terms of pricing, services, schemes
48
and so on, but there are differences in approach. Overall, AirTel is focused on
functionality and efficiency, while Vodafone has veered towards warmth and emotions.
Harminder Sahni, Principal, KSA Technopak
Vodafone has developed a more effective branding strategy purely through its emotional
connect with customers. While Vodafone used the powerful visual imagery of a dog,
Airtel chose to use music, which is not nearly as effective. Ad recall for Vodafone has
always been much higher.
Still, Airtel is more powerful by sheer physical presence, while Vodafone has been too
fragmented.
Meenakshi Madhvani, Managing Partner, Spatial Access
Brands of most mobile service providers enjoy a high unaided recall. One would assume
that this high level of awareness is driven by a constant media presence. But this logic
does not explain recall for BPL Mobile in Mumbai, which has minimal media presence.
In such a scenario, it would not be right to conclusively say that Brand A is stronger than
Brand B. However, if you consider adoption of the service by consumers as an indicator
of brand strength, then Airtel would rank reasonably high.
TV Ads: Vodafone vs. Airtel
Published by sushubh January 27th, 2006 in Advertisements on TV
The latest advertisements from the two mobile giants in India: Vodafone and Airtel stars
Rahul Dravid and Shah Rukh Khan respectively. The difference however lies in their
approach. While, the Vodafone ad is focused on the brand name, that Vodafone is and
Rahul is just used to enhance the effect, Airtel ad is totally focused on Shah Rukh Khan,
the star playing a double role. You cannot realize that the ad is for Airtel till the time they
tell you that it is. Vodafone on the other hand is easily recognizable.
49
Perhaps, the difference in the footage given to the respective stars depends upon the
money companies are spending on them. On the other hand, perhaps the difference lies
on what the company wants to emphasize on…
Airtel vs. Vodafone Prepaid
Filed in: Telecom Add comments
I just switched from Vodafone postpaid to Airtel prepaid as far as my GSM mobile
connection goes, but I also looked into Vodafone prepaid seriously before making the
deal. I found Airtel to be far better for a variety of services it offers:
CLIP is free with Airtel prepaid unlike Vodafone where it costs Rs. 50 per month.
(It costs Vodafone nothing!)
Receiving missed calls alerts for when the phone was switched off is free whereas
it costs Rs. 2 each time with Vodafone!
Airtel provides a free restricted GPRS service (Airtel Live) for free whereas
Vodafone offer a WAP version called Planet Vodafone for Rs. 50 rental plus
usage charges. Airtel has a full blown one with unlimited usage for Rs. 150 per
month.
Airtel have a usage-only billed MMS service through Airtel Live whereas
Vodafone requires you to sign up for Planet Vodafone GPRS that has a rental of
Rs. 50 per month.
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I did spare a moment’s thought in thinking if Vodafone offered any benefits that Airtel
did not, but couldn’t come up with any. If any of my readers know of one, then they’re
welcome to inform me via the comments.
2 Responses to “Airtel vs. Vodafone Prepaid”
GINI
I want to take a new connection of Airtel prepaid & want to know the price structure & I
ant a connection in which there min prices for Sms & want a long validity card. I know
that there is lifetime validity card but its call rates is very high & does Airtel has any
special schemes for student.
Vodafone, Idea get nod for pan-India presence
NEW DELHI: Bharti Airtel, the only all-India global system for mobile communications
(GSM) player, is set to face competition now. Applications filed by two other mobile
service providers — Vodafone son Essar and Idea Cellular — have been cleared by the
government for operating across all 23 circles in the country. Both Vodafone-Essar and
Idea are GSM players.
Vodafone-Essar, a joint venture between Vodafone Telecom International Ltd (HTIL)
and the Essar group, operates its mobile telecom services in 16 circles now. Vodafone-
Essar has also been permitted to operate its own national long distance (NLD) and
international long distance (ILD) services, a Department of Telecommunications (DoT)
source said. Vodafone-Essar officials declined to comment.
51
Interestingly, the DoT nod for Vodafone-Essar’s all-India presence has come at a time
when Egypt-based Orascom has expressed interest to pick up a controlling stake in HTIL,
which is a majority joint venture partner in Vodafone-Essar. At present, Orascom has
around 19% in HTIL, which translates into an indirect 10% stake in the Indian mobile
venture, Vodafone-Essar. According to sources, Vodafone son Whampoa, the Hong
Kong-based holding company for HTIL, is against selling a controlling stake in HTIL to
Orascom. The National Security Advisor had written to the DoT saying that the Orascom
stake in Vodafone-Essar could be a threat to the country’s security as it has operations in
Pakistan and Bangladesh.
It is learnt that Aditya Birla group’s Idea Cellular too has been granted permission to
operate its mobile telecom services in all 23 circles. Idea already has licenses for 11
circles and operates in 10 circles, the latest being Rajasthan. The company applied to
DoT for the remaining 12 circles a few months ago. Recently, Idea got the license for the
Mumbai circle. Right now, it operates only in one metro-Delhi
Besides Delhi, Idea has services in Haryana, UP (West), Gujarat, Maharashtra, Madhya
Pradesh, Andhra Pradesh, Kerala, Himachal Pradesh and Rajasthan.
While Bharti Airtel is the only GSM telecom player to be present across all 23 circles in
the country, Bharat Sanchar Nigam Ltd (BSNL) is present in all circles except in Delhi
and Mumbai, which are the territories of its sibling Mahanagar Telephone Nigam Ltd
(MTNL). CDMA player Reliance Communications is present across 21 circles and the
group’s GSM business Reliance Telecom operates in the remaining two circles of Assam
and North-East, among other places.
Another CDMA player, Tata Teleservices, does not operate in J&K, Assam and North-
East.
Among GSM players, Bharti leads in subscriber numbers at over 27 million, while
Vodafone-Essar has around 19.4 million and Idea over 10 million users.
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There are a total of 23 geographical circles across the country. Besides the four metros,
there are three circles-A, B and C. A circle constitutes places like Maharashtra, Gujarat
and Andhra Pradesh; B circle like Kerala, Punjab and Haryana; and C circle like
Himachal Pradesh, Bihar, Orissa and North-East.
ANALYSIS OF DATA
Nature of Research - Descriptive
Research Approach - Survey
Contact Method - Personnel Interview
Sample Size - 100
Sampling Criteria - Random Sampling
Research instrument - Questionnaires
Firstly there is a customer surveyor's profile
Surveyor's Name
Date of Survey
Mobile No.
53
Time of Survey
Owner's Name
Address
Age
DATA ANALYSIS
AND
54
INTERPRETATION
55
1. AGE WISE CLASSIFICTION
Age (in year) No. of respondents Percentage (%)18-20 30 3021-25 37 3726-30 15 1531-35 06 0636-40 07 07
41& above 05 05Total 100 100
Age wise Classification
30, 30%
37, 37%
15, 15%
6, 6%7, 7% 5, 5%
18-20
21-25
26-30
31-35
36-40
41& above
(Sources: Questionnaire-personal detail) Comment:- Above Graph shows are 30% of respondent in age group of 18-20,
37%of respondent in age group of 21-25, 15% of respondent age group of
26-30, 7% and 5% respondent are come in 36-40 and 41&above.
2. OCCUPATION WISE CLASSIFICATION
56
Occupation Wise Classification
0
20
40
60
80
100
Occupation
No
. o
f R
esp
on
den
ts
No. of respondents
Percentage (%)
Occupation No. of respondents Percentage (%)Servicemen 47 47
Student 30 30Business 12 12
Profession 08 08Others 03 03Total 100 100
(Sources: Questionnaire-personal detail)
Comment:-
Above Chart Shows that 47 respondent are Servicemen out of 100 and 30
are the students. 12 respondents are businessman.
3. INCOME WISE CLASSIFICATION
57
Income Wise Classification
54, 54%
25, 25%
11, 11%
7, 7% 3, 3%
5000
5000-10,000
10,000-15,000
15,000-20,000
20,000 Above
Income Level No. of respondents Percentage (%)<= 5000 54 54
5000-10,000 25 2510,000-15,000 11 1115,000-20,000 07 0720,000 Above 03 03
Total 100 100 (Sources: - Questionnaire – Personal Detail)Comment: -
Above graph shows that 54% of respondents are income in <=5000 income
level, Second 25% of respondents are of 5000-10,000 income level. 11% of
respondents are of 10,000-15,000, 7% of respondents are of 15,000-20,000
and remain 3% of respondents above 20,000 of income level.
4. ANALYSIS OF PREFERING TELECOM
Telecom No. of respondents Percentage (%)Shivani 20 20Dhru 17 17
58
Siddhi 11 11Other 52 52Total 100 100
No. of respondents
Shivani20%
Dhru17%
Siddhi11%
Other52%
(Sources: - Questionnaire)Comment:- Above Chart shows that out of 100, 52 % respondents prefer other
Telecom to purchase. 20 % respondents prefer Shivani Telecom to purchase.
5. AGE V/S USAGE OF COMPANIE MOBILEPHONE
Age (in year)
Airtel Reliance BSNL Vodafone Tataindicom Total
1-20 15 05 03 02 05 3021-25 23 06 03 03 02 3726-30 09 02 01 03 00 1531-35 02 00 01 01 02 0636-40 01 2 02 01 01 07
59
41& above
01 01 00 02 01 05
Total 51 16 10 12 11 100
(Sources: - Questionnaire – personal detail)Comment:- Above Charts shows that 51 respondents are use Airtel Company’s Telecom.
And 16 respondents are using Reliance.
6. Who is decision maker for purchasing telecom in your family?
Sources No. of respondents Percentage (%)Father 46 46Self 42 42
Mother 10 10Others 02 02Total 100 100
Age V/S Of Companies Telecom
0
5
10
15
20
25
Airtel Reliance Vodafone BSNL Tata Indicom
No
. Of
Res
po
nd
ents
18-20
21-25
26-30
31-35
36-40
41& above
60
(Sources: - Questionnaire – personal detail)Comment:- Above Graph shows that 46 % respondents take decision by father for
purchasing telephone. And 42 % respondents are take decision by self for
purchasing telephone.
TABLE–7- Purpose to purchase mobile phone
PRIMARY DATA
Purpose No. of Respondent Percentage
Official use 17 34
Home 23 46
Status symbol 10 20
Total 50 100
FatherSelf
MotherOthers
No. of respondents
Percentage (%)
46
42
10
2
46
42
10
20
10
20
30
40
50
Decision maker for purchasing telecphone
No. of respondents
Percentage (%)
61
Purpose to purchase mobile phone
34% Respondents have the purpose to purchase to Mobile Phone for
official use.
46% Respondents have the purpose to purchase to Mobile Phone for off
home use.
34% Respondents have the purpose to purchase to Mobile Phone for
status symbol.
8. RATE THE FOLLOWING ATTRIBUTES OF SHOW ROOM
Attributes Excellent Very Good
Good Average Poor Total
Available 30 24 18 16 12 100
After Service 16 35 24 15 10 100
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Knowledge Of Sales man
20 20 23 20 17 100
Service 22 11 15 19 13 100
Infrastructure 12 10 20 30 48 100
Total 100 100 100 100 100 500
Attribute of show room
3016 20 25
12
2435 21
1829
18 24
2327
20
16 15
2019
17
12 10 16 1122
0
10
20
30
40
50
60
70
80
90
100
Available After Service Knowledge OfSales man
Service Infrastructure
no
of
resp
on
den
ts
Poor
Average
Good
Very Good
Excellent
(Sources: - Questionnaire – personal detail)Comment:- Above chart shows that 30 respondents out of 100 are available who give Weight age
on the excellent and second 35 respondents out of 100 are after service who gives Weight
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age on the Very Good, 23 respondents are Knowledge of salesman who give Weight age
on the good, 27 respondents are service who give Weight age on the good, 29
respondents are Infrastructure who gives Weight age on the Very Good.
9. RESPODENTS' RESPONSES ON ATTRIBUTES Attributes Excellent Very
GoodGood Average Poor Total
Festival Offer 43 21 12 14 10 100Exchange Offer
15 31 29 12 13 100
Special Gift 20 14 30 20 16 100Cash Discount
11 21 19 34 15 100
Anniversary Offer
11 13 10 20 46 100
Total 100 100 100 100 100 500
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0 20 40 60 80 100
Festival Offer
Exchange Offer
Special Gift
Cash Discount
Anniversary Offer
Poor
Average
Good
Very Good
Excellent
(Sources: -Questionnaire – personal detail)Comment:- Above graph shows that in festival offer 43 respondents out of 100 are give a
excellent, then in exchange offer 31 respondents out of 100 are give a very good rank, in
special gift 30 respondents are give a good rank, in cash discount 34 respondents are
give a average rank
10. RATE THE FOLLOWING FEATURE YOU HAVE PURCHASE AIRTEL
Attributes Excellent Very Good Good Average Poor TotalNetworking 31 26 15 18 10 100Available 14 25 32 16 13 100
Price 16 22 42 11 09 100After Service 20 31 25 14 10 100Connectivity 21 36 17 15 11 100
Advertisement 18 25 15 26 16 100Color 20 24 26 10 20 100
Average 27 24 20 15 14 100
65
Total 167 213 192 125 103 800
66
(Sources: - Questionnaire – personal detail)
Comment:- Above graph show that respondents give more weight age to the connectivity then
after they give more weight age to the mileage before purchasing motorcycle.
31
14
16
20
21
18
20
27
26
25
22
31
36
25
24
24
15
32
42
25
17
15
26
20
18
16
11
26
10
13
9
10
11
16
20
1415
10
15
14
0 20 40 60 80 100
Average
Color
Advertisement
Connectivity
After Service
Price
Available
Networking
Excellent
Very Good
Good
Average
Poor
67
FINDINGS
During the project we meet various people & trying to find their perception regarding
various mobile services in the Ghaziabad. While studying we find that the main customer
or the users of mobile services are the self-employed persons who have their own
business & other major users are the college going students.
Vodafone is the leading mobile service provider in the Ghaziabad region & it is far ahead
from there competitors in terms of customers. Which have come just now in the city have
capture a good market. Vodafone is capturing a lot of market because of its good
networking in rural area. In starting it is well accepted by the people by its low call rate &
some and good connectivity. Vodafone management is not able to make their services
available to the general customer because of shortage and black marketing of there sim
cards and recharge coupons number of customer have switched towards other mobile
service.
But the Airtel is also creating an image on the high-class customers by its good network
and good quality of voice in the long distance. The Airtel is the choice of the high class
and the people who worked in the higher position.
68
CONCLUSION
This research report is conducted to compare the two biggest competitors in all time in
the telecom sector. In this research we fined that the both Airtel and Vodafone are the
well-established companies in the market. Customers are aware about the name of both
the companies. They prefer to buy both.
Airtel is the more popular then the Vodafone. Airtel is preferred by the every class and it
established it self as a better quality and better service provider then its competitors.
But Vodafone is no fear of it because the young customers are more attracted by it, now
the Vodafone takes over Airtel and now they give the new schemes in the market and for
the customers.
Last but not the least, we can say that the both the Airtel and the Vodafone are going
equally to the customer and they choose and at the time of purchasing. The result is that
the Vodafone is better then the Airtel in the Ghaziabad region. The customers in
Ghaziabad thinks that the connectivity and network of Vodafone is good then the Airtel
69
RECOMMENDATIONS
During the project I found inconvenience faced by the customers, which can be removed
by taking necessary steps.
There, I would like to suggest few point over which top management should think
and take corrective action to overcome those drawback due to which Mobile
Service providing companies & authorized dealer has gradually losing its market
position so that the company must take following measure to regain its market
position.
Company should encourage to solve the customer complaint customer satisfaction
should be the ultimate aim of the organization so customer complaints should be
removed.
Promotion by local advertisement & on electronic media more as to print media
as it is the biggest media to reach common customer.
Companies should also start promotional schemes for the customer.
To attracts the customer the firms should improve there services by introducing
latest technology in the market. & they should also try to increase the range of
there signals in the city.
The companies should try to increase there capacity to solve the connectivity
problem.
The marketing personnel should give complete feedback with logical rejoining
from the market to increase service standards.
For a particular order particular person should be made responsible not a group as
a whole this will increase the commitment of that. person towards the work and
would make him feel more responsible towards an order.
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Marketing people should be given incentives for each order they bring to the
company. It could be a fix percentage.
The local persons are appointed more in the field of marketing to attracts the
customer.
SWOT Analysis On Airtel
Strengths Bharti Airtel has more than 100 million customers (July 2010). It is the largest
cellular provider in India, and also supplies broadband and telephone services - as
well as many other telecommunications services to both domestic and corporate
customers.
Other stakeholders in Bharti Airtel include Sony-Ericsson, Nokia - and Sing Tel,
with whom they hold a strategic alliance. This means that the business has access
to knowledge and technology from other parts of the telecommunications world.
The company has covered the entire Indian nation with its network. This has
underpinned its large and rising customer base
Weaknesses An often cited original weakness is that when the business was started by Sunil
Bharti Mittal over 15 years ago, the business has little knowledge and experience
of how a cellular telephone system actually worked. So the start-up business had
to outsource to industry experts in the field.
Until recently Airtel did not own its own towers, which was a particular strength
of some of its competitors such as Hutchison Essar. Towers are important if your
company wishes to provide wide coverage nationally.
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The fact that the Airtel has not pulled off a deal with South Africa's MTN could
signal the lack of any real emerging market investment opportunity for the
business once the Indian market has become mature.
Opportunities The company possesses a customized version of the Google search engine which
will enhance broadband services to customers. The tie-up with Google can only
enhance the Airtel brand, and also provides advertising opportunities in Indian for
Google.
Global telecommunications and new technology brands see Airtel as a key
strategic player in the Indian market. The new iPhone will be launched in India
via an Airtel distributorship. Another strategic partnership is held with
BlackBerry Wireless Solutions.
Despite being forced to outsource much of its technical operations in the early
days, this allowed Airtel to work from its own blank sheet of paper, and to
question industry approaches and practices - for example replacing the Revenue-
Per-Customer model with a Revenue-Per-Minute model which is better suited to
India, as the company moved into small and remote villages and towns.
The company is investing in its operation in 120,000 to 160,000 small villages
every year. It sees that less well-off consumers may only be able to afford a few
tens of Rupees per call, and also so that the business benefits are scalable - using
its 'Matchbox' strategy.
Bharti Airtel is embarking on another joint venture with Vodafone Essar and Idea
Cellular to create a new independent tower company called Indus Towers. This
new business will control more than 60% of India's network towers. IPTV is
another potential new service that could underpin the company's long-term
strategy.
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Threats Airtel and Vodafone seem to be having an on/off relationship. Vodafone which
owned a 5.6% stake in the Airtel business sold it back to Airtel, and instead
invested in its rival Hutchison Essar. Knowledge and technology previously
available to Airtel now moves into the hands of one of its competitors.
The quickly changing pace of the global telecommunications industry could tempt
Airtel to go along the acquisition trail which may make it vulnerable if the world
goes into recession. Perhaps this was an impact upon the decision not to proceed
with talks about the potential purchase of South Africa's MTN in May 2008. This
opened the door for talks between Reliance Communication's Anil Ambani and
MTN, allowing a competing Inidan industrialist to invest in the new emerging
African telecommunications market.
Bharti Airtel could also be the target for the takeover vision of other global
telecommunications players that wish to move into the Indian market.
Airtel comes to you from Bharti Airtel Limited, India's largest integrated and the first
private telecom services provider with a footprint in all the 23 telecom circles. Bharti
Airtel since its inception has been at the forefront of technology and has steered the
course of the telecom sector in the country with its world class products and services. The
businesses at Bharti Airtel have been structured into three individual strategic business
units (SBU's) - Mobile Services, Airtel Telemedia Services & Enterprise Services.
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SWOT Analysis On Vodafone
Strengths Diversified geographical portfolio with strong mobile
telecommunications operations in Europe, the Middle East,
Africa, Asia Pacific and to some extent the US
Network infrastructure
Leading presence in emerging markets such as India
Weaknesses -Negative return on assets (ROA) underperform key competitors
like AT&T, BT Group, Deutsche Telecom
- US business not nearly as strong as European/rest of the
world operations
- 80% of its business is generate in Europe (see below for
explanation)
- WTF
Opportunities Focus on cost reductions improving returns
Majority stake in Hutchison Essar in India
Research and development of new mobile technologies
WTF
Threats -Highly competitive market
-Still lags behind major competitors in the US
- Extremely high penetration rates in key European markets
- European Union regulation on cross-border cell phone usage by
customers
- WTF
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LIMITATIONS
customers are not aware of new plans (airtel/vodafone)
Cost is the biggest factor in post paid.
Very few schemes are available in the prepaid plans (Ghaziabad).
Low or weak signals.
They take more time in connectivity.
Low sales promotion support, company is not paying much attention in
advertising plans and schemes.
Low penetration rate among customers.
Products and services available to the customers are expensive.
Services provided by Airtel / Vodafone are not up to the mark.
Unawareness to customers about the new plans of airtel/vodafone.
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QUESTIONNAIRE
MARKET SALES SURVEY QUESTIONARE:
Name: ……………………………… Contact No.: ………………………..
Sex: ……………………. Address: …………………………………………
…………………………………………………………………………………..
1. What is your full time profession?
a) Business b) Govt. Service
c) Private Jobs d) Retired
e) Housewife
2. Marital Status ?
Single [ ] Married [ ]
3. Monthly House Hold Income (RS)?
> 5000 [ ] 5-10,000 [ ]
10-15,000 [ ]
4. Do you pusses a mobile connection?
Yes [ ] No [ ]
5. Which mobile service you use?
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Airtel [ ] Vodafone [ ]
Others [ ]
6. How you came to know about your service provider?
Banners [ ] Magazines [ ]
T.V. [ ] Friends [ ]
7. Which mobile service you prefer?
Prepaid [ ] Postpaid [ ]
8. Are you satisfied with your current service provider?
Yes [ ] No [ ]
9. Which feature of your service provider attracts you more?
Connectivity [ ] Free SMS [ ]
Price [ ] Free Chatting [ ]
Free Roaming [ ] E-mail [ ]
Group Massaging [ ] Call Divert [ ]
10. Do you want to change your service provider in future?
Yes [ ] No [ ]
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11. If yes which service you preferred?
Airtel [ ] Vodafone [ ]
Others [ ]
12. Why you preferred this service?
Connectivity [ ] Free SMS [ ]
Price [ ] Free Chatting [ ]
Free Roaming [ ] E-mail [ ]
Group Massaging [ ] Call Divert [ ]
13 . Please give references of two people those who might be interested: -
i). Name: …………………………………………………..
Address: ………………………………………………..
………………………………………………..
…………………………………………………
………………………………………………..
Phone No: ………………………………………………
ii). Name: …………………………………………………..
Address: ………………………………………………..
………………………………………………..
…………………………………………………
………………………………………………..
Phone No: ………………………………………………
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Sign: ……………………………… Date: …………………………
BIBLIOGRAPHY
TEXT BOOK
Philip Kotler (2004) Marketing management
C.R. Kothari (2004) Research Methodology
G.C.Berry (2002) Marketing Research
Stanton Williamj.(1994) Fundamentals Of Marketing
Saxena Rajana (2004) Marketing Management
WEB SITE
www.google.com
www.airtel.com
www.vodafone.com
www.Vodafone.com
MAGAZINE
My Mobile
Business world
Digital India
Business India
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