a comparative study on vodafone & airtel marketing research 2012

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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 of MS.PREETI KULSHESTRA Submitted By ABHISHEK SRIVASTAVA Raoll No-1015070007 CET- IILM-AHL,GREATER NOIDA 1

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Page 1: A Comparative Study on Vodafone & Airtel Marketing Research 2012

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

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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.

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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

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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.

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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

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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.

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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.

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"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.

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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

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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.

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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.

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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.

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Time of Survey

Owner's Name

Address

Age

DATA ANALYSIS

AND

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INTERPRETATION

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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

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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

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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

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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

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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

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(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 (%)

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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

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Total 167 213 192 125 103 800

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(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

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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.

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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

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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

79