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    A

    RESEARCH PROJECT REPORT

    ON

    “COMPARATIVE ANALYSIS OF MARKETING

    STRATEGIES OF AIRTEL & VODAFONE IN DELHI

    & NCR REGION”

    Submitted !" t#e $%"ti% uime't

    O

    M%(te" ! )u(i'e(( Admi'i(t"%ti!'

    Aii%ted t!

    *TTAR PRADESH TECHNICAL *NIVERSITY L*CKNO+

    ,Se((i!'- ./01-./023

     

    RY BH TT COLLEGE OF M N GEMENT ND

    TECHNOLOGY D UL , B GHP T

    VIKASH K*MAR 

    M)A-IVt# SEM

    ROLL NO4015/26/005

    1

     Submitted to : Internal Supervision of :

    U.P.T.U., Lucknow Mr. Sanjeev Singh(H.O.D, MBA Deptt.

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    DECLARATION

    I, VIKASH K*MAR   being a student of MBA – IV Sem of ACMT7

    MEER*T4  Hereby declares that the project report under title

    “C!m$%"%ti8e A'%9(i( ! M%":eti'; St"%te;ie( ! V!d%!'e & Ai"te!

    "opics #uidance M(4 G%"im% S#%"m% ,F%

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    ACKNO+LEDGEMENT=

    I Vi%ash (umar, sincerely than%ful to all those people $ho ha&e been

    gi&ing me any %ind of assistance in the ma%ing of this project report

    I e)press my gratitude to M(4 G%"im% S#%"m%7 ,F%

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    CONTENT

    04 A

      Ai"te B

      V!d%!'e @

      )%

    024 ue(ti!''%i"e B6

    .

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    NEED OF THE ST*DY

    1 "o identify the difference bet$een mar%et performance of Airtel industry and

    Vodafone

    ' "o study the mar%et of Airtel Industry and Vodafone on big scale

    telecommunication sector

    - "o compare &arious parameters of mar%eting strategies, manufacturing

     process, technology adopted production policy, ad&ertising, collaboration,

    e)port scenario, future prospect for the t$o companies and go&ernment

     policies

    . "o study the le&el of customer satisfaction in Airtel Vodafone

    / "o study customer buying beha&ior and factors $hich influence the purchase

    decision process

    0 "o study consumer preferences

    "o study the consumer trend in telecommunication sector

    2 "o study competiti&e mar%eting strategies adopted by Airtel and Vodafone

    /

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    SYNOPSIS

    Tee

    "eledensity has increased to '-0-; in >anuary '=1' as compared to '1'=; in August

    '==

    +i"ee(( Se"8ian -1 '=1'

    +i"e i'e Sub(

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    I'

    facilitates achie&ement of the objecti&es of e$ "echnology Colicy 8"C: 1@@@

    "AI has endea&ored to encourage greater corporation in the telecom sector together $ith

     better Duality and affordable prices

     

    2

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    AI"3+

    Ai"te is a brand of telecommunication ser&ices in India operated by Bharti Airtel

    Airtel is the largest cellular ser&ice pro&ider in India in terms of number of

    subscribers Bharti Airtel o$ns the Airtel brand and pro&ides the follo$ing ser&ices

    under the brand name Airtel6 Mobile Ser&ices 8using #SM "echnology:, Broadband 

    "elephone Ser&ices 85i)ed line, Internet *onnecti&ity8?S+: and +eased +ine:, +ong

    ?istance Ser&ices and 3nterprise Ser&ices 8"elecommunications *onsulting for

    corporates: It has presence in all '- circles of the country and co&ers 1; of the

    current population 8as of 5E=:

    +eading international telecommunication companies such as Vodafone and Sing"el held

     partial sta%es in Bharti Airtel

    @

    http://en.wikipedia.org/wiki/Brandhttp://en.wikipedia.org/wiki/Indiahttp://en.wikipedia.org/wiki/GSMhttp://en.wikipedia.org/wiki/Broadbandhttp://en.wikipedia.org/wiki/Landlinehttp://en.wikipedia.org/wiki/Vodafonehttp://en.wikipedia.org/wiki/SingTelhttp://en.wikipedia.org/wiki/SingTelhttp://en.wikipedia.org/wiki/Brandhttp://en.wikipedia.org/wiki/Indiahttp://en.wikipedia.org/wiki/GSMhttp://en.wikipedia.org/wiki/Broadbandhttp://en.wikipedia.org/wiki/Landlinehttp://en.wikipedia.org/wiki/Vodafonehttp://en.wikipedia.org/wiki/SingTel

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    VODAFONE ESSAR 

    V!d%!'e E((%", pre&iously Hut

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    I't"!du

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    )ACKGRO*ND

    "he project is an e)tensi&e report on ho$ the Airtel *ompany mar%ets its strategies and

    ho$ the company has been able in tac%ling the present tough competition and ho$ it is

    scooping up by the allegations of the Duality of its products "he report begins $ith the

    history of the products and the introduction of the Airtel *ompany "his report also

    contains the basic mar%eting strategies that are used by the Airtel *ompany of 

    manufacturing process, technology, production policy, ad&ertising, collaboration, e)port

    scenario, future prospect and go&ernment policies "he report includes some of the %ey

    salient features of mar%et trend issues

    In todayFs $orld of cutthroat fierce competition, it is &ery essential to not only e)ist but

    also to e)cel in the mar%et "odayFs mar%et is enormously more comple) Hence forth,

    to sur&i&e in the mar%et, the company not only needs to ma)imi4e its profit but also

    needs to satisfy its customers and should try to build upon from there

    1'

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    COMPANY PROFILE

    OF

    AIRTEL

    1-

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    Vision

    GAs $e spread $ings to e)pand our capabilities and e)plore ne$ hori4ons, the fundamental focus

    remains unchanged6 see% out the best technology in the $orld and put it at the ser&ice of our 

    ultimate user6 our customerG

    "hese are the premise on $hich Bharti 3nterprises has based its entire plan of action

    Bharti 3nterprises has been at the forefront of technology and has re&olutioni4ed

    telecommunications $ith its $orld7class products and ser&ices

    3stablished in 1@2/, Bharti has been a pioneering force in the telecom sector 9ith many firsts and

    inno&ations to its credit, ranging from being the first mobile ser&ice in ?elhi, first pri&ate basic

    telephone ser&ice pro&ider in the country, first Indian company to pro&ide comprehensi&e telecom

    ser&ices outside India in Seychelles and first pri&ate sector ser&ice pro&ider to launch ational

    +ong ?istance Ser&ices in India Bharti had appro)imately -'1 million total customers – nearly

    '22 million mobile and --.,=== fi)ed line customers

    Its ser&ices sector businesses include mobile operations in Andhra Cradesh, *hennai, ?elhi,

    #ujarat, Haryana, Himachal Cradesh, (arnata%a, (erala, (ol%ata, Madhya Cradesh circle,

    Maharashtra circle, MuC#?M7Mi, Cunjab, "amil adu and ttar Cradesh 89est: circle Inaddition, it also has fi)ed7line operations in the states of Madhya Cradesh and *hhattisgarh,

    Haryana, ?elhi, (arnata%a and "amil adu and nation$ide broadband and long distance net$or%s

    Bharti has recently launched national long distance ser&ices by offering data transmission ser&ices

    and &oice transmission ser&ices for calls originating and terminating on most of India

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    1 "he *ompany has de&eloped the follo$ing strategies to achie&e its strategic objecti&e6

    ' 5ocus on ma)imi4ing re&enues and marginsJ

    - *apture ma)imum telecommunications re&enue potential $ith minimum geographical

    co&erageJ

    . Kffer multiple telecommunications ser&ices to pro&ide customers $ith a Gone7stop

    shopG solutionJ

    / Cosition itself to tap data transmission opportunities and offer ad&anced mobile data

    ser&icesJ

    0 5ocus on satisfying and retaining customers by ensuring high le&el of customer 

    satisfactionJ

    +e&erage strengths of its strategic and financial partnersJ and

    2 3mphasi4e on human resource de&elopment to achie&e operational efficiencies

    1/

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    )u(i'e((e(

    Bharti "ele7Ventures current businesses include 7

    • Mobile ser&ices

    • 5i)ed7line

    •  ational and international long distance ser&ices

    • VSA", Internet ser&ices and net$or% solutions

    • Broadband ser&ices $ith ?S+ and 9i75i net$or% 

    C!m$etiti8e St"e';t#(

    1 Bharti "ele7Ventures belie&es that the follo$ing elements $ill contribute to the *ompany

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    )"%'d A"

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    "hough the costs of creating ne$ brands are hea&y but the group $ants to

    create “distinct independent brands to address different customers and 

     profiles”.

     rand Strategy :

    "o understand the brand strategy, letFs first loo% at the brand building e)ercise associated $ith

    Airtel a brand that had to be repositioned recently to address ne$ needs in the mar%et

    9hen the brand $as launched se&en years ago, cellular telephony $asnFt a mass mar%et by any

    means 5or the a&erage consumer, o$ning a cellular phone $as e)pensi&e as tariff rates 8at s 2 a

    minute: as $ell as instrument prices $ere steep sometimes as much as buying a second7hand

    car

    Bharti could ha&e addressed the customer by rationally e)plaining to him the economic ad&antage

    of using a mobile phone But Sachde& says that such a strategy $ould not ha&e $or%ed for the

    simple reason that the &alue from using the phone at the time $as not commensurate $ith the cost

    Instead of the &alue7proposition model, $e decided to address the sensory benefit it ga&e to the

    customer as the main selling tac% "he idea $as to become a badge &alue brand,! he e)plains

    So the Airtel leadership series! campaign $as launched sho$ing successful men $ith their 

    laptops and in their delu)e cars using the mobile phone In simple terms, it meant Airtel $as

     positioned as an inspirational brand that $as meant for leaders, for customers $ho stood out in a

    cro$d

    ?id it $or%N epeated sur&eys follo$ing the launch sho$ed that there $ere three core benefits that

    $ere clearly associated $ith the brand leadership, dynamism and performance

    "hese $ere &aluable Dualities, but they only too% Airtel far enough to establish its presence in the

    mar%et As tariffs started dropping, it became necessary for Airtel to appeal to a $ider audience

    And the &arious brand7trac%ing e)ercises sho$ed that despite all these good things, there $as no

    emotional dimension to the brand it $as percei&ed as cold, distant and efficient

    Sachde& and his team reali4ed that in a business in $hich customer relationships $ere the core this

    could be a major $ea%ness "he reason $ith tariffs identical to competitor Vodafone telecomm and

    roughly the same le&el of ser&ice and schemes, it had no$ become important for Bharti to

    humani4e! Airtel and use that relationship as a major differentiation

    12

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    "he brand had become something li%e +ufthansa cold and efficient 9hat they needed $as to

     become Singapore Airlines, efficient but also human A change in tac% $as important because this

    $as a time $hen the cellular mar%et $as changing

    "he leadership series $as o%ay $hen you $ere $ooing the crOme de la crOme of society Knce you

    reached them you had to e)pand the mar%et so there $as need to address to ne$ customers

    By that time, Bharti $as already the leading cellular subscriber in ?elhi $ith a base of - la%h 8it

    no$ has 12 million customers: And $ith tariffs becoming more affordable as cell companies

    started cutting prices it $as time to e)pand the mar%et

    Ho$ could Bharti le&erage this leadership position do$n the &alue chainN Sur&eys sho$ed that the

    concept of leadership in the customerFs minds $as also changing +eadership did not mean

    directing subordinates to e)ecute orders but to $or% along $ith a team to achie&e common

    objecti&es it $as, again, a relationship game that needed to be reflected in the Airtel brand

    Also, a sur&ey sho$ed that /= per cent of the ne$ customers choose a mobile phone brand mostly

    through $ord7of7mouth endorsements from friends, family or colleagues "hus, e)isting customers

    $ere an important tool for mar%et e)pansion and Bharti no$ focused on building closer 

    relationships $ith them

    "hat is precisely $hat the brand tried to achie&e through its ne$ positioning under the Airtel

    “Touch Tomorro!”  brand campaign "his set of campaigns portrayed mobile users surrounded by

    caring family members Says Sachde&6 "he ne$ campaign and positioning $as designed to

    highlight the relationship angle and ma%e the brand softer and more sensiti&e!

    As it loo%s to e)pand its cellular ser&ices nation$ide to eight ne$ circles apart from the se&en in

    $hich it already operates Bharti is no$ reali4ing that there are ne$ compulsions to re$or% the

    Airtel brand, and a ne$ e)ercise is being launched to this effect ight no$, the company is

    un$illing to discuss the ne$ positioning in detail But broadly, the focus is on positioning Airtel as

    a po$er brand $ith numerous regional sub7brands reflecting customer needs in &arious parts of the

    country

    If Airtel is becoming more humane and more sensiti&e as a brand, Bharti has also understood that

    one common brand for all cellular operations might not al$ays $or% in urban mar%ets that are no$

    getting increasingly saturated

    1@

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    "o bring in ne$ customers, the company decided that it needed to segment the mar%et Kne such

    e)periment, launched last year, is Eoutopia, a brand aimed at the youth in the 1. to 1@ age brac%et

    and for those $ho are young at heart! 9ith its earlier positioning, Airtel $as percei&ed as a brand

    for the $ell7heeled older customerJ there $as nothing for younger people 9ith Eoutopia, Airtel

    hoped to re&erse that

    In order to deli&er the concept, Airtel offered roc% bottom tariff rates 8'/ paise for -= seconds: at

    night to Eoutopia customers a time $hen they ma%e the ma)imum number of calls It also set

    up merchandising e)ercises around the scheme li%e a special portal for young people to buy

    things or bid for goods

    "he company is no$ loo%ing at offering other ser&ices at affordable prices to this segment $hich

    include music do$nloads on the mobile and bundling SMS rates $ith normal calls to ma%e it

    cheaper for young people to use

    "he other e)periment that Bharti has $or%ed on is to go in for product segmentation through the

    "ango brand name "he brand $as created to offer mobile users Internet7interface ser&ices or $hat

    is %no$n as 9AC 89ireless Application Crotocol:

    "he idea $as to bring Internet and mobile in perfect harmony "he name $as chosen from the

     popular mo&ie title  It Ta"es T!o to Tango6 basically, you need the t$o ser&ices to tango to offer 

    customers a ne$ choice!, says Sachde&

    "his, ho$e&er, had less to do $ith the branding e)ercise as $ith inefficiency of ser&ice 8accusingly

    slo$ do$nload speeds: and the limited utility of 9AC ser&ices

    SubseDuently, the ads $ere $ithdra$n, but the company re7iterated that the branding e)ercise

    could be re&i&ed because "ango $ill be the brand to offer #CS ser&ices or permanent Internet

    connecti&ity on the mobile phone $hich Airtel is e)pected to launch soon

    '=

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    T#e M%;i<

    Cerhaps the more ambitious e)periment has been $ith  #agic  the pre7paid card "he idea $as to

    ma%e the brand affordable, accessible and, most importantly, feasible as a means of e)panding the

    mar%et e&en faster

     $%AS& I '

    Magic $as aimed at bringing in infreDuent users of a mobile phone into the mar%et and assure him

    that he $ould ha&e to pay only if he made a call Such a customer used the phone sparingly  

    mostly for emergencies and $as not $illing to pic% up a normal mobile connection $ith its

    relati&ely high rentals 8pre7paid cards do not include rental charges:

    "o achie&e its objecti&es Bharti did three things

    • Kne, the product $as made a&ailable at prices ranging from s -== to s -,=== $ith no strings

    attached and $as simple to operate

    • "$o, the product $as made accessible and distributed through small stores, telephone booths and

    e&en %irana shops so that the offering $as $ell $ithin arms reach

    • "hird, to ma%e the product more approachable! to the customer, the company came $ith

    &ernacular ad campaigns

    +i%e “#agic (aalo Say %ello” $hich appealed to local sensibilities

    "his apart, the company roped in (arisma (apoor and Shah u%h (han for a major ad campaign

    all across ?elhi, a ruse that sa$ the number of subscribers go up from /. la%h to 1' million

    today, o&erta%ing 3ssarFs branded pre7paid card Speed , $hich $as launched much ahead of Magic

    "he company is no$ re7$or%ing its Magic strategy e&en further

    3arlier, the branding strategy $as aimed at roping in only interested customers that is,

    customers $ho $ere already inclined to opt for mobile ser&ices But no$, $ith basic ser&ice

     pro&iders ha&ing been allo$ed limited mobility at far cheaper rates, mobile ser&ice pro&iders could

    find themsel&es under threat again

    "hat is $hy the ne$ e)ercise is aimed at co7opting non7adopters 9hile the e)act strategy is under 

    $raps, insiders say the ne$ branding strategy $ould be aimed at offering them &alue $hich they

    had not percei&ed $ould be a&ailable from using a pre7paid card

    '1

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    PHASE II -

    1 Bharti used Airtel Magic to build a strong &alue proposition and accelerate mar%et

    e)pansion through IndiaFs first national pre7paid card "V brand campaign

    ' 5irst time e&er in India 7 any pre7paid card brand goes on "V

    - A combination of the film genre e)posed through the "V medium designed to connect $ith

    the masses of India

    . Eouth based 7 romance dri&en strategy platform ma%es the &alue proposition of Airtel

    Magic 7 PMum%in HaiF come ali&e

    / All elements 7 user imagery, conte)t, tone language created to connect the category to

    the li&es of the S3* B S3* * segment – the middle class non7mobile user

    0 Airtel Magic positions itself on the platform of being e)cellent for emergency situations 7

    increasing producti&ity as a part of e&eryday life

    Sharu%h (han ma%es Pe&erything in life possibleF $hile romancing pretty (areena (apoor 

    $ith Airtel Magic, IndiaFs leading pre7paid mobile card

    2 Airtel today un&eiled its strategy for mar%et e)pansion $ith the launch of its ne$ Airtel

    Magic pre7paid card brand campaign – PMagic hai to Mum%in haiF "he strategy is

    targeted at the non7user

    segment defined as young adults, 1/7-= years of ageJ in the Sec B * segment is aimed at

    accelerating mar%et e)pansion "he &alue proposition is centered around a personFs desire to ma%e

    all his Q her dreams, ambitions aspirations instantly possible "he ne$ campaign for Airtel

    Magic is all about empo$ering millions of Indians to be on top of their li&es

    "he brand is positioned to be rele&ant to the mass7mar%et $ho $ant to ma%e all their dreams,hopes desires come ali&eR instantly 8At just s-==Q7 per month Airtel Magic is so easy to

     buy: Impro&ing producti&ity, letting you befriend the $orld and opening up ne$ hori4ons It

    gi&es you the freedom to control your life in a $ay ne&er possible before Indeed, anything that

    you thin% is possible is possible $ith Airtel Magic "he ne$ brand slogan PMagic hai to Mum%in

    haiF has been specially created to capture this effecti&ely

    "his strategy is designed to help us tal% to this segment directly in the tone, manner language of 

    the masses "he Mum%in hai! &alue proposition $ill help us e)pand the mar%et and gain a higher  percentage of mar%et shares in the process

    ''

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    "he brand aC#?M7Mssadors Shahru%h (han and (areena (apoor embody this Pcan doF or 

    Mum%in Hai! spirit 8infact that is the reason they $ere selected as brand aC#?M7Mssadors:

    Sharu%h rose from a "V actor to become IndiaFs top film star and national heartthrob (areenaFs

    success is due to her PattitudeF, talent, hard $or% and the sheer ability to ma%e a mar% in such a

    short time Both these stars ha&e said PMum%in haiF and made it happen for themsel&es

    "he genre of this ne$ strategy campaign is Hindi cinema led "his genre connects millions

    across India "he spirit of romance, dancingR the Indian cinema, $ell %no$n to most as

    Bolly$ood, holds millions of Indians together as one

    "he ne$ "V campaign of Airtel Magic crafted in the Hindi film idiom, magnifies the empo$ering

    optimism of Mum%in Hai!, in the endearing situation of a boy7girl romance 9here Sharu%h

    (han, sets his eyes on (areena (apoor and $ins her lo&e $ith the help of Airtel Magic

    8Coignantly con&eying that special feeling $e all get $hen a dream is made possible and a &ictory

    of the heart is $on:

    "he strategy ne$ brand campaign is targeted at the large untapped base of intending mobile

    customers from Sec A, B * "he estimated addressable mar%et of such customers in the ne)t

    t$o years is around '/ million in AirtelFs 10 states "he ne$ strategy aims at correcting the

     perception that the mobile category is useful mainly for PbusinessF or P$or%F related scenarios

    "he ne$ strategy, brand positioning brand slogan is an outcome of an e)tensi&e nation$ide

    research and is an integral part of Airtel MagicFs ne$ multi7media campaign "he campaign has

     been created by Cercept Ad&ertising

    '-

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    PHASE III -

    Bharti used Airtel Magic to build a strong &alue proposition and accelerate mar%et e)pansion

    through IndiaFs first national pre7paid card "V brand campaign

    • 5irst time e&er in India 7 any pre7paid card brand gi&es such freedom to recharge any &alue

    • A combination of the film genre e)posed through the "V medium designed to connect $ith the

    masses of India

    • Eouth based 7 romance dri&en strategy platform ma%es the &alue proposition of Airtel Magic 7

    PAisi a4aadi aur %ahanN! come ali&e

    • Sharu%h (han Ma%es Pe&erything in life possibleF Airtel today un&eiled its strategy for mar%et

    e)pansion $ith the launch of its ne$ Airtel Magic pre7paid card brand campaign – PMagic Hai to

    Mum%in HaiF "he &alue proposition is centered on a personFs desire to ma%e all his Q her 

    dreams, ambitions aspirations instantly possible "he ne$ campaign for Airtel Magic is all

    about empo$ering millions of Indians to be on top of their li&es

    "he brand is positioned to be rele&ant to the mass7mar%et $ho $ant to ma%e all their dreams,

    hopes desires come ali&eR instantly At a amount of your choice you can recharge your

    account $ith a&ailable &alidity time Impro&ing producti&ity, letting you befriend the $orld and

    opening up ne$ hori4ons It gi&es you the freedom to control your life in a $ay ne&er possible

     before Indeed, anything that you thin% is possible is possible $ith Airtel Magic "he ne$ brand

    slogan PAisi a4adi aur %ahanF has been specially created to capture this effecti&ely

    '.

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    Other rand uilding Initiatives:- 

    "he main idea is to stay ahead of competition for at least si) months 9or%ing on the abo&e game plan Bharti is constantly coming up $ith ne$er product offerings for the customers

    "he focus, of course, is to offer better Duality of ser&ice

    • "o ma%e the ser&ice simpler for customers using roaming facilities, Airtel has de&ised common

    numbers for subscribers across the country for ser&ices li%e customer care, food ser&ices and

    cinema amongst others

    • It $ill also launch a unified billing system across circles so, customers mo&ing from one place to

    another do not ha&e to close and then again open ne$ accounts at another place

    • "o assist customer care personnel to deal $ith subscriber Dueries, a storehouse of .=,===

    freDuently as%ed Duestions and their ans$ers ha&e been stored on the computers

    • Bharti e)pects that most of its ne$ customers 8one estimate is that it $ould be 0= to = per cent of 

    the total ne$ subscriber base: $ould come from the pre7paid card segment So, they must be gi&en

    &alue7added products and ser&ices $hich competitors donFt pro&ide

    • Bharti, for the first time for a cellular operator, has decided to offer roaming ser&ices e&en to its

     pre7paid customers, but the facility $ould be limited to the region in $hich they buy the card "o

    ensure that customers donFt migrate to other competing ser&ices 8$hich is %no$n as churn and

    ranges from 1= to 1/ per cent of the customer base e&ery month:, the company is also $or%ing on

    a loyalty program "his $ill offer subscribers tangible cash benefits depending upon their usage of 

    the phone

    • "he loyalty program $ill not be only for a Pbadge &alueF, it $ill pro&ide real benefits to customers

    "he idea is to create an Airtel community

    • Another %ey area $hich Bharti is concentrating its attention upon is a ne$ roaming ser&ice

    launched in ?elhi under $hich calls of a roaming subscriber $ho is &isiting the city $ill be routed

    directly to his mobile instead of tra&eling &ia his home net$or%

    • "he company also offers multi7media messaging systems under $hich customers ha&ing a

    speciali4ed phone $ith a in7built camera can ta%e pictures and e7mail it to friends or store it in the

     phone "he cost per picture is bet$een s / to s

    '/

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    • Bharti is also a$are that it has to ma%e o$ning a ready7to7use cellular ser&ice much easier than it is

    today A %ey area is to increase the number of acti&ation centers 3arlier Bharti had '/= Airtel

    *onnect stores $hich $ere e)clusi&e outlets 8for its ser&ices: and about '/= Airtel Coints $hich

    $ere %ios%s in larger shops o$ acti&ation can be done by all of them, and not only by *onnect

    outlets, all $ithin 1/ to '= minutes In comparison, the competition ta%es t$o to four hours

    • Cre7 paid cards are really catching up $ith the mobile phone users and it is actually helping the

    mar%et to increase 5irst, they are easier to obtain and con&enient to use nli%e post7paid, one

    need not pay security deposits for pic%ing up a pre7paid card It is often a&ailable e&en $ith

     paan$alas As befits a fast7mo&ing consumer ser&ice, the game is no$ mo&ing beyond price to

    e)panding distribution reach and ser&icing a $ell7spread7out clientele $ith technology and

    strategic alliances Bharti is focusing on t$o factors to ma%e pre7paid cards more attracti&e(eeping the entry cost lo$ for consumers and ma%ing recharging more con&enience

    • Bharti is in the process of launching a ne$ system in alliance $ith MuC#?M7Mi7based *ompany

    Venture Info"ech $hich $ill enable a pre7paid card user to rene$ his subscription by just s$iping

    a card "he system $ill not only sa&e users the hassle of going out and buying a card e&ery time it

    e)pires but also enable mobile companies to reduce the cost of printing and distributing cards

    • Bharti "ele&entures has tied up $ith

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    • Airtel presented  #T) Inbo*+  the first Pon7airF SMS based interacti&e music dedication sho$

    e)clusi&ely for Airtel and Airtel Magic customers Highly interacti&e V> based sho$ $ith real7time

    feedbac% mechanism Both brands joined hands to target the high gro$th youth segment

    '

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     harti,s )ie! on its randing strategy:-

    5irst, brand building efforts in todayFs conte)t ha&e to be seen in a more holistic manner

    ?eli&ering &alue on a sustained basis is perhaps the most potent %ey to build a brand that lasts

    nflinching orientation to customer needs is the second %ey success factor *ustomers 8be it for 

    industrial products or consumer goods and ser&ices: across the $orld are more informed and, at the

    same time, becoming more indi&idualistic in their needs and far more demanding $ith the passage

    of time

    Cro7acti&e trac%ing of shifts in consumer beha&ior, anticipating redefined or emerging customer 

    needs, and then reacting in real7time! are essential to attract and retain customer loyalty a %ey

    element of creating brand eDuity in the present situation

    *ustomi4ing the product 8and communication of its benefit: to meet the specific needs of &arious

    consumerQcustomer sub7segments is the third element in creating brand appreciation

    As far as allocation of time and financial resources are concerned, too many companies mista%enly

    allocate a disproportionate amount on mere ad&ertising and promotion "his is not to say that

    ad&ertising and promotion are less rele&ant Kn the contrary, $ith more choices and higher media

    clutter, businesses need to budget for an increasingly higher spend on their brand promotion but

    this has to be underta%en in tandem $ith enterprise7$ide reengineering! of the business

     philosophy and core design, production, and deli&ery operations for the product itself

    "he positi&e spin to this argument is that by first addressing the fundamentals, the enterprise itself 

     becomes more competiti&e "his can be the beginning of a &irtuous cycle $herein brand eDuity

    continues to increase as the enterprise sustains deli&ery of an appropriate product or ser&ice at an

    e&er increasing &alue

    It is, ho$e&er, crucial to note that in the years to come, not only $ill the cost of building a regional

    or a national 8or an international: brand $ill continue to rise but also the time ta%en to do so $ill be

    longer and $ill need sustained and focused efforts

    '2

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    C!m$%"i(!' ! m%":eti'; (t"%te;ie(

     bet>ee'

    )#%"ti Ai"te %'d V!d%!'e4

    '@

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    Pu"$!(e !

    Bharti Airtel and its ri&al Vodafone

    "he comparison sho$s ho$ both of the companies ha&e been challenging each other to

    gain mar%et shares

    +#9

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    9ith a different technology Vodafone creates its o$n mar%et

    Vodafone odafone "oday deals in e&ery business of communication sector

    Vodafone ma%ing and changing the strategies to capture the mar%et shares

    -1

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      )"%'d $!(iti!'i'; b9 )#%"ti Ai"te

     #ar"et segmentation

    #eographical segment 8metropolitans cities India:

    ?emographic segment 7 middle income groups

    Ceople age group of '= to '2 year 

    Target mar"eting 

    Ceople $ho li&ing in cities and to$ns

    Coor or middle income group people

    Eoungsters in big cities

    Businessmen

     $ositioning

    *reating brands 8Sharu%h %han Sachin "endul%er:

    Ads and promotions

    Cromotion for study of poor childrens

    -'

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     #ar"eting mi* 

    Crice6 lo$ price strategy

    Clace6 ma)imum outlets and ser&ice centers

    Croduct6 &erities a&ailable for &arious groups

    Cromotion6 &arious schemes for pre7paid and post7paid

    --

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    MARKETING STRATEGIES

    OF

    VODAFONE 4

    -.

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    V!d%!'e t%";et t#e "u"% I'di%

    "he main targeted customers of Vodafone are from rural India

    By offering cheap and light mobile sets Vodafone attracts most of the customers of small &illages

    and to$ns

    Oe"i';

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    )RAND POSITIONING

    )Y

    VODAFONE

    -0

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     #ar"et segmentation

    #eographical segment 8rural India:

    ?emographic segment 7 middle income groups

    Target mar"eting 

    Ceople li&ing in small to$ns and &illages

    Coor and middle income groups

    Eoungsters in big cities

    Businessmen

     $ositioning

    *reating brands

    Ads and promotions

     #ar"eting mi* 

    Crice 6 lo$ price strategy

    Clace 6 ma)imum outlets and ser&ice centers

    Croduct 6 &erities a&ailable for &arious groups

    Cromotion6 &arious schemes for pre7paid and post7paid

    -

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     Services provided by harti Airtel

    • Mobile ser&ices $ith #SM technology

    • 5i)ed7line connections

    •  ational and international long distance ser&ices

    • VSA", Internet ser&ices and net$or% solutions

    • Broadband ser&ices

     Services provided by )odafone .

    1 mobile ser&ices $ith #SM technology

    ' fi)ed7line telephone ser&ices

    - ni&ersal Internet$or%ing

    . VoIC 8Voice o&er Internet Crotocol:

    / Interacti&e "ele&ision

    0 Visual *ommunication

    Broadband Cortal

    2 "elecommuting

    -2

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    RESEARCH METHODOLOGY

    Achie&ing accuracy in any research reDuires a deep study regarding the subject "he prime

    objecti&e of the project is to compare Airtel $ith the e)isting competitor 8Vodafone: in the mar%et

    and the impact of 9++ on Airtel

    "he research methodology adopted is basically based on primary data &ia $hich the most recent

    and accurate piece of first hand information could be collected Secondary data has been used to

    support primary data $here&er needed

     $rimary data !as collected using the follo!ing techniues

    Luestionnaire Method

    ?irect Inter&ie$ Method and

    Kbser&ation Method

    "he main tool used $as, the Duestionnaire method 5urther direct inter&ie$ method, $here a face7

    to7face formal inter&ie$ $as ta%en +astly obser&ation method has been continuous $ith the

    Duestionnaire method, as one continuously obser&es the surrounding en&ironment he $or%s in

     

    -@

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    T9$e ! Re(e%"

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    DATA COLLECTIONDATA COLLECTION  METHODMETHOD

     

    "H33 "9K "EC3 K5 M3"HK? K5 ?A"A *K++3*"IK"H33 "9K "EC3 K5 M3"HK? K5 ?A"A *K++3*"IK

    •• CIMAE ?A"ACIMAE ?A"A

    •• S3*K?AE ?A"AS3*K?AE ?A"A

     $rimary data !as collected using the follo!ing techniues

    Luestionnaire Method

    ?irect Inter&ie$ Method and

    Kbser&ation Method

    "he main tool used $as, the Duestionnaire method 5urther direct inter&ie$ method, $here a face7

    to7face formal inter&ie$ $as ta%en +astly obser&ation method has been continuous $ith the

    Duestionnaire method, as one continuously obser&es the surrounding en&ironment he $or%s in

    ?A"A S3? 5K "H3 3S3A*H 9K( 9AS CIMAE I A"3?A"A S3? 5K "H3 3S3A*H 9K( 9AS CIMAE I A"3 PRIMARY DATAPRIMARY DATA

    CIMAE ?A"A IS "HA" 9HI*H IS "H3 *K++3*"3? 5K "H3 5IS" "IM3CIMAE ?A"A IS "HA" 9HI*H IS "H3 *K++3*"3? 5K "H3 5IS" "IM3

    A? "HS HACC3 "K B3 KI#IA"3? I *HAA*"3A? "HS HACC3 "K B3 KI#IA"3? I *HAA*"3

    *ESTIONNAIRE S*RVEY*ESTIONNAIRE S*RVEY 66

    I "H3 S"?I3S A L3S"IKAI3 IS C3CA3? "H3 L3S"IKAI3I "H3 S"?I3S A L3S"IKAI3 IS C3CA3? "H3 L3S"IKAI3

    *KSIS"S K5 1/ L3S"IKS*KSIS"S K5 1/ L3S"IKS

    SECONDARY DATASECONDARY DATA66

    S3*K?AE ?A"A 353 "K "H3 ?A"A "HA" HAS B33 A+3A?ES3*K?AE ?A"A 353 "K "H3 ?A"A "HA" HAS B33 A+3A?E

    *K++3*"3? "H3 S3*K?AE ?A"A, 9HI*H HAS B33 S3? "K *AE K" "HIS*K++3*"3? "H3 S3*K?AE ?A"A, 9HI*H HAS B33 S3? "K *AE K" "HIS

    S"?E, A3 AS 5K++K96S"?E, A3 AS 5K++K96

    .1

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    •• BKK(S, >KA+S, MA#AUI3S, 39SCAC3SBKK(S, >KA+S, MA#AUI3S, 39SCAC3S

    •• I?S"E 3CK"SI?S"E 3CK"S

    •• *KMCAEFS I"33" SI"3*KMCAEFS I"33" SI"3

    ••  SKM3K"H3 3+3VA" S"?E MA"3IA+ A? 93BSI"3SSKM3K"H3 3+3VA" S"?E MA"3IA+ A? 93BSI"3S

    SAMPLE *NITSAMPLE *NIT6 7 ?3+HI *6 7 ?3+HI *

    "H3 3S3A*H CK*3SS 9AS ?K3 BE I"3A*"I# 9I"H MB3 K5"H3 3S3A*H CK*3SS 9AS ?K3 BE I"3A*"I# 9I"H MB3 K5

    *S"KM3S ?I# "H3 A*"IVI"I3S C35KM3?, 9HI*H I*+?3?, MA(3"S,*S"KM3S ?I# "H3 A*"IVI"I3S C35KM3?, 9HI*H I*+?3?, MA(3"S,

    *K+? *A++I#, *AKCI3S, 3"* SAMC+3 ?3SI# *KSIS"S K5 A?KM*K+? *A++I#, *AKCI3S, 3"* SAMC+3 ?3SI# *KSIS"S K5 A?KM

    SAMC+I#SAMC+I#

    SAMPLE SIESAMPLE SIE6 7 /= C3KC+36 7 /= C3KC+3

    .'

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    METHOD OF COLLECTIONMETHOD OF COLLECTION6 76 7

    5I3+? CK*3?3 5K #A"H3I# CIMAE ?A"A I*+?3? KBS3VA"IK A?5I3+? CK*3?3 5K #A"H3I# CIMAE ?A"A I*+?3? KBS3VA"IK A?

    I"3VI39 S*H3?+3 I 9HI*H "H3 L3S"IKAI3S 933 5I+3? BE "H3I"3VI39 S*H3?+3 I 9HI*H "H3 L3S"IKAI3S 933 5I+3? BE "H3

    I"3VI393I"3VI393

    C3SKA+ I"3VI39S "HK#H S3+5 A?MIIS"33? SV3E 9AS ?K3 "KC3SKA+ I"3VI39S "HK#H S3+5 A?MIIS"33? SV3E 9AS ?K3 "K

    *K++3*" "H3 ?A"A, MA(3" 3S3A*H 9AS ?3"A(3, "HA" 9AS*K++3*" "H3 ?A"A, MA(3" 3S3A*H 9AS ?3"A(3, "HA" 9AS

    A**KMC+ISH3? BE C35KMI# VAIKS A*"IVI"I3S ?3SI#3?A**KMC+ISH3? BE C35KMI# VAIKS A*"IVI"I3S ?3SI#3?

    3S3A*H IS"M3"3S3A*H IS"M3"66

    L3S"IKAI3L3S"IKAI3

    THE *ESTIONNAIRE +AS FORM*LATED )Y KEEP IN MIND THE FOLLO+INGTHE *ESTIONNAIRE +AS FORM*LATED )Y KEEP IN MIND THE FOLLO+ING

    POINTSPOINTS6 76 7

    •• #IVI# "H3 3SCK?3"S *+3A *KMC3H3SIK K5 "H3 L3S"IK#IVI# "H3 3SCK?3"S *+3A *KMC3H3SIK K5 "H3 L3S"IK

    •• I?*I# "H3 3SCK?3"S "K *K7KC3A"3I?*I# "H3 3SCK?3"S "K *K7KC3A"3

    •• #IVI# IS"*"IKS AS "K 9HA" IS 33?3?#IVI# IS"*"IKS AS "K 9HA" IS 33?3?

    •• I?3"I5EI# "H3 33?S "K B3 (K9I?3"I5EI# "H3 33?S "K B3 (K9

    .-

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    A b"ie #i(t!"9 ! Tee (e

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     I(IA /&0010A2 #A23&T - &A20I&2 2OA(0O/3S A( T%&I2 2&SO01TIO

    Indian *ellular mar%et immediately after the first round of licensing in '=1-7@0 $as beset by

    se&eral problems for - 7 . years till the e$ "elecom Colicy of 1@@@ $as announced Some of 

    these roadbloc%s Q current position is tabulated belo$6

    ./

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    ROAD)LOCKS

    C*RRENT POSITION

     High license fees

    Migration to re&enue sharing mode in 1@@@ mitigates high initial fund reDuirements for payment of 

    license fees

    InadeDuately funded businesses Q $ea% and fragmented promoters

    Businesses that ha&e since been adeDuately funded gro$ing at o&er 0=; per annum, $hile

     businesses $ith $ea% promoters continuing to languish 7 spate of acDuisitions Q mergers, $ith .Q/

    major groups emerging in the last oneQt$o years

     Regulatory authority not in place

    "elecom egulatory Authority of India 8"AI: firmly in place, and its role being accepted by all

    operatorsJ ?eptt of "elecommunications 8?K": restructured, $ith operations and policy ma%ing

    roles &ested in different bodies

    Issues relating to unfa&orable interconnect terms for pri&ate operators, pass through income, intra

    circle long distance, spectrum a&ailability and allocation and the li%e remained unresol&ed for long

     periods

    Interconnect terms since rationali4ed, ris%s on pass through income to ?K" Q BHA"I

    8Mahanagar "elecom igam +td: resol&ed to the satisfaction of all parties $ith changes in

    methodology Q re&enue sharing, intra circle long distance allo$ed, spectrum a&ailability cleared

    $ith &acation of freDuencies for usage by #SM operators

    .0

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     $roblems in 4inancial closures due to:

    +icensing tenure of 1= years

    +arge upfront cash reDuirements from promoters due to hea&y license fee burden in initial

    stages of deployment Asset based financing approach by Indian 5inancial Institutions

    +icensing tenure increased from 1= to '= years

    +arge upfront cash reDuirements for license fee payments mitigated $ith migration to

    re&enue sharing mode allo$ing promoters to deploy more capital for capital e)penditureJ project

    financing being considered by most financial institutions

    .

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    4oreign o!nership 5 change of partner limitations

    5oreign o$nership norms clarified, and change of partners allo$ed as a matter of routine allo$ing

    ease of entry Q e)it 7 pa&es the $ay for full control of businesses by foreign companies

    InadeDuate gro$th of mar%et Q subscribers

    oadbloc%s spelt out earlier resulted in lo$ mar%et Q subscriber gro$th, but $ith correcti&e

    measures ta%en, mar%et Q subscriber base e)pected to 4oom

    .2

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    6.6 (&)&0O$#&TS I T%& /&0010A2 I(1ST27 

    "he interconnection regime bet$een cellular operators and fi)ed7line operators is still biased

    against the former

    ?espite the recent gains of the cellular industry, not e&erything is rosy "he cellular penetration

    rate is still &ery lo$ at =2 percent in a nation of o&er one billion people

    In recent years, many foreign companies had pulled out from their cellular joint &entures in India

    due to the difficult operating en&ironment and bureaucracy In 1@@@ alone, S$isscom pulled out

    from Sterling *ellular, "elstra from Modi "elstra and both the "elecom Krgani4ation of "hailand

    and >asmine International from >" Mobile In '===, "elecom Malaysia sold its sta%e in sha

    Martin "elecom, and both Shina$atra of "hailand and Be4eD e)ited from 5ascel In >une '==1,

    British "elecom e)ited from Bharti *ellular Bell South International has also indicated its

    intention to pull out from S%ycell *ommunications, and Hong (ong7based ?istacom is see%ing to

    sell its sta%e in Spice *ommunications 5irst Cacific" "elecom, $hich $as later renamed Bharti Mobile 8?ecember 1@@@:, and S%ycell

    *ommunications renamed Bharti Mobinet 8August '===: Bharti also acDuired the Cunjab license

    of 3ssar and started operations, gi&ing competition to the lone operator there, Spice

    *ommunications #oing for$ard, Bharti is li%ely to merge all its cellular companies into one

    entity

    5i&e companies together bid s10- billion to bag the licenses for the fourth operator slots in four 

    metros and 1- circles Bharti emerged as the o 1 bidder $ith eight ne$ licenses, follo$ed by

    3scotel $ith four, Hutchison $ith three, and Vodafone and Idea cellular $ith one each Bharti and

    .@

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    Hutchison ha&e already commenced operations in all the circles $hile Idea is set to launch in

    ?elhi 3scotel and Vodafone ha&e not made any head$ay

    BHA"I, the third cellular operator for ?elhi and MuC#?M7Mi, started ser&ices in March '==1

    BS+, as the third nation$ide cellular operator, launched ser&ices in (ol%atta and Bihar in

    >anuary '==' "his $as follo$ed by "amil adu in >uly '==' A nation$ide launch $as scheduled

    for ' Kctober '==' Ho$e&er, this has been postponed until after mid Kctober Knce BS+ rolls

    out its ser&ice, most telecom circles $ill ha&e four cellular operators "here $ill be tremendous

    competiti&e pressure, $hich $ill result in lo$er tariffs 5uture rate cuts are e)pected, $hich $ill

    dri&e demand, together $ith falling handset prices and the introduction of prepaid ser&ices

    In the midst of declining interest in technology stoc%s, Bharti came out $ith its long7a$aited initial

     public offering 8ICK: in >anuary '==' +e&eraging on the success of its cellular ser&ice, the

    company got a &ery good response from the primary mar%et "he total si4e of the ICK $as 12/

    million shares at a floor price of s1= "he issue $as o&ersubscribed by more than '/ times,

    netting s2- billion "his $ill be used to fuel its in&estment in long7distance, basic and cellular 

    ser&ices

    As of Kctober '==', only BC+ Mobile has launched commercial general pac%et radio ser&ice

    8#CS: in MuC#?M7Mi Ho$e&er, large7scale upta%e remains elusi&e 9hile both Bharti and

    Idea ha&e #CS7enabled net$or%s, there is caution on their part to launch the ser&ice 9ith hardly

    any applications, the success of #CS remains a Duestion

    In '==/ Hutchison 3ssar an Indian and hong%ong telecommunication alliance $as ta%en o&er by

    the nited (ingdom based telecommunication company name Vodafone telecomm ser&ices and

    comes $ith the name of Vodafone essar

    Virgin mobile comes in Indian "erritory $ith the alliance of "A"A telecommunication Maharashtra

    in '=1'

    Mitsubishi a >apanese telecomm ser&ices 8M"S: company comes in India in '==@ and ta%e o&er

    first rainbo$ in ajasthan $ith *?MA net$or% criteria

    /=

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     &nterprise mobile applications 8 promising revenue stream

    All along, customer acDuisition and the top line ha&e been the focus 5e$ operators ha&e

    concentrated on offering differentiated ser&ices for businesses Ho$e&er, as operators reali4e that

    offering basic &oice and Short Message Ser&ice 8SMS: $ill get them the numbers but not the

    margins, some are no$ seriously loo%ing at the enterprise segment for pro&isioning superior 

    ser&ices

    *ost7centered solutions li%e closed user group 8*#:, &alue7adds li%e unified messaging and

    instant alerts are being offered

    A &ariety of mobile applications are finding ta%ers among the enterprise segment Bharti is in the

     process of introducing a facility to fleet management companies so that they can impro&e theefficiency of truc%s or buses by trac%ing mo&ement and ensuring higher7use, accurate route

     planning Cremium automa%ers are also installing a global system for mobile communications

    inside a &ehicle to help trace lost &ehicles and trac% do$n stolen cars

    *orporations can choose enhanced ser&ices li%e user7defined call routing to pre&ent misuse *alls

    can be barred, limiting access to select numbers and di&erting calls to one single number

    Broadcasting ser&ices are also Duite popular, especially among fast food centers that ha&e a central

    number #roup SMS is Duite popular, especially among enterprises both in the ser&ice as $ell as

    the fast7mo&ing consumer goods 85M*#: segment that ha&e a large field force and need to

     pro&ide regular updates on in&entory status, discount schemes and mo&ement of goods from

    $arehouse to the retail outlet Ban%s too find bul% SMS ser&ice &ery useful to for$ard

    transactional alerts to their customers

    6.9 41T12& T2&(S A( (&)&0O$#&T 

    "here $ill be more competition, forcing operators to constantly focus on differentiations to

    maintain their lead

    • "he implementation of enhanced net$or%s li%e '/# $ill enable operators to offer data ser&ices

    "his is an opportunity to customi4e and differentiate better

    • "he entry of state7run operators li%e BS+ and BHA"I means that prices $ill no longer be

    controlled, thus there is less chance of a cartel being formed

    /'

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    •  et$or% co&erage in terms of geographic spread and Duality of co&erage is crucial especially for 

    the business subscriber

    • "he bigger the ser&ice pro&ider

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    6. 2&;10ATO27 ISS1&S 

    "he operations of this sector are determined as under the Indian "elegraph Act of 122/ A

    document buried in the sands of time "he ne)t major policy document, $hich $as produced, $as

    the ational "elecom Colicy of '=1-, a conseDuence of the on going process of liberali4ation

    Eear 3&ent

    12/1 5irst telephones in India

    [email protected] ationali4ation of telephone companies

    1@2/ ?K" $as created

    1@20 *reation of BHA"I and VS+

    1@@1 "elecom eDuipment liberali4ed

    '=1- +icenses for paging

    '=1- "elecom policy announced

    September '=1- #uidelines for pri&ate sector participation in basic ser&ices

     o&ember '=1- *ellular licenses issued for metros

    ?ecember '=1- "enders for cellular licenses in 1@ cities apart from . metros

    >anuary 1@@/ "enders for 'nd operator in basic ser&ices apart from ?K" on

    circle basis

    August 1@@/ VS+ launches Internet ser&ices

    >anuary 1@@0 "AI formed

     o&ember 1@@2 Internet policy announced

    "he ational "elecom Colicy of '=1- document, $hich laid out broad policy guidelines rather than

    a series of action points +i%e other policies, it sought to achie&e the impossible in finite time li%e

    impro&e Duality of ser&ice and its a&ailability, $ide co&erage 8a phone in e&ery &illage:, at

    reasonable rates, etc "he targets in Duantifiable terms $ere installation of @/mn additional lines,

    telephone on demand by 1@@, and a C*K pop of /== "he 3ighth Clan had also allo$ed pri&ate

    operators in &alue added ser&ices "o facilitate licensing, the nation $as di&ided into '= circles

    8a%in to a state: for basic and '1 circles for cellular telephony MuC#?M7Mi falls in Maharashtra

    circle and ?elhi in itself a circle

    /.

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    "he basic premise on $hich competition has been introduced is that e&ery circle $ill ha&e one

     pri&ate operator apart from ?o"Q BHA"I for basic and t$o operators for cellular ?o"Q BHA"I

    ha&e the option to become the third cellular operator in future

    #o&ernment did not achie&e most of its stated targets "he basic theme, $hich $as broadening the

    reach of telephony in India, has not been met 3&en liberali4ation policies $ere not implemented

     properly "he regulator "AI $as set up after delays and confusion and e&en after its creation,

    ?o" continued to fight $ith it in courts It $as also affected by the resource crunch, and financing

    options li%e BK", BKK" and BK+" $as not used at all "he major policy direction it sho$ed $as

    to allo$ pri&ate sector entry in both basic and &alue added ser&ices "he intention, though noble

    failed to achie&e its goals because of improper implementation, the economic costs are still borne

     by the end user

    "he telecom sector has $itnessed some fundamental structural and institutional reforms in the past

    decade "elecom eDuipment manufacturing $as completely deregulated in 1@@1 Value7added

    ser&ices 8including cellular ser&ices: $ere thro$n open to pri&ate sector participation in 1@@'

    Basic ser&ices $ere opened to pri&ate participation in '=1- by di&iding the country into '1

    telecom *ircles and allo$ing one pri&ate operator per *ircle to compete $ith ?K" An

    independent telecom regulatory Authority of India $as set up in 1@@ A ne$ Colicy for Internet

    Ser&ice Colicy Cro&iders 8ISCs: $as announced in 1@@2 allo$ing independent ser&ice pro&iders to

    enter the sector ending the earlier monopoly of VS+ eorgani4ation of ?K", separating

     policyma%ing function and ser&ice pro&ision and corporati4ation of ?K"

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    Scope of the study

    1 "o conduct this research the target population $as the mobile users, 9ho are using #SM

    technology

    ' "argeted geographic area of ?elhiQ * Sample si4e of /= persons $as ta%en

    - "o these /= people a Duestionnaire $as gi&en, the Duestionnaire $as a combination of both

    open ended and closed ended Duestions

    . "he date during $hich Duestionnaires $ere filled

    / Some dealers $ere also inter&ie$ed to %no$ their prospecti&e Inter&ie$s $ith the

    managers of #SM ser&ice pro&iders $ere also conducted

    0 5inally the collected data and information $as analy4ed and compiled to arri&e at the

    conclusion and recommendations gi&en

     Sources of secondary data

    sed to obtain information on, BhartiFs history, current issues, policies, procedures etc, $here&er 

    reDuired

    1 Internet

    ' Maga4ines

    - e$s papers

    . >ournals

    / Bharti *irculars Store

    0 Bharti e$s +etters

    Vodafone Store

    2 Vodafone Ministore

    /0

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    D%t% %'%9(i(

    A'd

    I'te"$"et%ti!'

    /

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    Subscriber numbers in 8mn: held by Vodafone and Airtel

    Ju'e-/B Se$-/@ De

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    MARKET PLAYERS IN TELE COMM*NICATION

    /@

    O$e"%t!" M%":et (#%"e

    Au;/B

    M%":et (#%"e

    Au;0.

    Bharti Airtel 1@=0 ''.@

    Vodafone '121 10@0

    Vodafonecomm 1=- 10=1

    Idea *ellular 1=./ 2.@

     

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    FINDINGS AND ANALYSIS

    A;e G"!u$ G"%$#

    As $e can see from the abo&e graph, the people $ho are in the age group of '17'2 years are the

    ones $ho are the ma)imum users of mobile phones "his segment is the one $hich gi&es

    ma)imum business to the mobile operators "his segment constitutes the young e)ecuti&es and

    other office going people "hey are 0/; of the total people $ho $ere inter&ie$ed "he ne)t age

    group are the

     people $ho are '27-/ years old "hey are '=; of the total "hey are those $ho are at home or 

    ha&e small business units etc And the ne)t age group is the youngest generation $ho are 1/7'1

    years old "hey are school and college going students and carry mobile phones to flaunt "hey are

    1/; of the total inter&ie$ed people

    0=

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    O

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    Se"8i

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    Cu(t!me" Se"8i

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    T9$e O C%"d G"%$#

    *ash cards seemed Duite popular among the people inter&ie$ed 2/; of the total mobile users

    $ere ha&ing cash card connections "his means that the cash cards should be easily and readily

    a&ailable in the local mar%ets Airtel should ma%e sure that Magic is a&ailable in each and e&ery

    noo% and corner of the mar%et 1/; of the people $ere ha&ing sim connections $hich is the

    regular bill

    0.

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    M!'t#9 e$e'(e ;"%$#

    Ceople on an a&erage spend S /== per month as their mobile phone e)pense 0.; people spend

    this amount '.; people spend S -== per month as their monthly mobile e)pense And theremaining 1'; had an e)pense more than S 1===, they could the ones ha&ing sim connections or 

    ha&ing cash cards and ha&ing a lot of business calls on their mobiles

    0/

    Monthly Ex!n"!

    12%

    #$%

    2$%

    R" #00

    R" $50R" 200

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    A>%"e'e(( Ab!ut +LL G"%$#

    9++ seemed to be a ne$ $ord for many of the people ./; of the people $ere not at all a$are of 

    such a technology So, in order to get the ans$er for this Duestion they $ere first e)plained the

    concept Knly, //; people %ne$ $hat 9++ is all about

    00

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     A!areness of

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    *ustomer esponse to$ards

    Luestionnaire

    0@

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    9hich Brand you, prefer mostN

    Airtel

    Vodafone

    eliance

    "A"A

    Idea

    =

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    Ho$ long you ha&e been using this CroductN

    =7' Eears

    '7/ Eears

    /71= Eears

    More than 1= years

    *onsumers response sho$n in chart for usage

    1

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    Are you using other product $ith AirtelN

    Ees

     o

    Here are the customer responses about the use of the Airtel product and other 

     product rather than Airtel

    in this segment of sur&ey 0 ; of customer are aspire $ith Airtel and -- ; sho$n

    interest in other telecom products in urban areas

    '

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    ?o you collect any information search before ma%ing

     purchaseN

    -

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    S+OT ANALYSIS

    St"e';t#(

    1 Being one of the largest companies in India the company has achie&ed a degree of 

    focus in its core business of its products

    ' It has a strong brand name, superior Duality products and an en&iable distribution

    net$or%

    - It has a clear and $ell7defined organi4ation structure and limits of financialauthority

    . Increase in ad&ertisement spends affect the companyFs margins

    / "he companyPs bottom line falls &ictim to the bloated and highly paid $or%force,

    $hich affects its margins

    +e%:'e((

    • +ittle efforts o&er the Ad&ertising of products

    • ?istribution channel is not accurately categori4ed

    • Cremium priced products, hence canFt compete in lo$ price segment

    •  o separate strategy for rural mar%et

    O$$!"tu'itie(

    • "he company

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    T#"e%t(

    • "he slo$do$n in the economy has restricted topline gro$th of most 5M*# majors and

    for Airtel also it $ill be difficult to maintain historical gro$th rates in such a depressed

    scenario

    • *ompanyFs major ra$ materials are influenced by go&ernment policies Q controls as

    $ell as &agaries of the monsoons 5luctuations in the prices of ra$ materials $ould

    ha&e significant impact on costs and margins of the company

    Moreo&er, inordinate hi%e in Broad Band Internet products $ould also increases

    companyFs production and distribution cost

    /

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    LIMITATIONS

     o project is $ithout limitations and it becomes essential to figure out the &arious constraints that

    $e under$ent during the study "he follo$ing points in this direction $ould add to our total

    deliberations67

    1 ?uring the study, on many occasions the respondent groups ga&e us a cold shoulder

    ' "he respondents from $hom primary data $as gathered any times displayed complete

    ignorance about the complete branded range, $hich $as being studied

    - +ac% of time is the basic limitation in the project

    . Some retailersQ$hole sellers refuse to cooperate $ith the Dueries

    / Some retailersQ$holesalers ga&e biased or incomplete information regarding the study

    0 Money played a &ital factor in the $hole project duration

    +ac% of proper information and e)perience due to short period of time

    2 Some retailers did not ans$er all the Duestions or do not ha&e time to ans$er

    0

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    S*GGESTIONS

    5ollo$ing are the fe$ suggestions to AIRTEL for impro&ing the mar%et share and image of the

     products concerned

    04 PROD*CT

    XModification must be brought about in AI"3+, in terms of Duality Its demand should be

    increased

    .4 PLACE

    X "he brands must be made a&ailable easily in, C*K general stores

    14 PROMOTION

    X*ompany must underta%e e)tensi&e promotional acti&ities li%e ad&ertisements must be released

    in different Medias to create brand a$areness

    X5ree samples should be distributed among the prospects Sales promotion tools li%e gifts, contestsand coupons must be gi&en to retailers as $ell as customers and prospects

    X *atalogues should be distributed among customers

    54 PRICE

    X Crice should be as competiti&e as other company maintains

    X ?istribution of ne$ connection should be in reach of customer poc%et

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    CONCL*SION

      After analy4ing the findings of the research, I can conclude that Airtel lagged behind its

    competitors as far as customer ser&ice and a&ailability is concerned "he ma)imum no of people

    $ho use the mobile is in the age group of '= to '2 *ash cards are the most popular type of 

    mobile connections, as they are consumer friendly and recharging the connection is not a problem

    Ma)imum no of people spends S /== on their connections As Airtel is the only company ha&ing

    the ma)imum no of mobile connections so it must seriously loo% into the loop holes of the e)isting

    customer ser&ice department

    As $e %no$ that no$ Airtel has already launched its product $ith logo F Aisi a4aadi aur %ahan!F

    has already became popular in mar%et So $e can say that in spite of so many competitors in the

    mar%et Airtel is ha&ing a good position just because e&ery time, it tries its best to understand the

    need of its important customers

    5rom the comparison and deep analysis of e&ery aspect of business of both the companies $e can

    conclude that bharti Airtel has to more $or% in e&ery field of communication business

    It is the time not only to sur&i&e but to sustain in the mar%et for a long time

    5or this Airtel has to $or% on its all mar%eting strategies, mar%eting, promotion, brand imageetc

    Airtel has to ta%e Vodafone Very seriously and update its o$n strategies from time to time and

    $hen the need arises

    9ith aggressi&e mar%eting strategies Airtel has to target rural India as =; of population of India

    li&es in these areas

    "he other segment may be costumers of all age groups

    2

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    RECOMMENDATIONS

    I ha&e made follo$ing recommendation to the company after doing the summer training there6

    • "he company should modify its credit policy as they only target the cash paying customers

    $ho are not easy to trace

    • "he company should emphasis more on the Duality of Charmaceuticals Croducts it $as

    mostly claimed by the e)porters that their receipts from company doesnFt matches $ith the

    sampleFs Duality sho$n before gi&ing orders

    • "he company should ma%e its mar%eting strategy fle)ible enough in order to face

    competition

    • "he company should %eep an eye on the proper deli&ery of the goods to e)porter on time,

    as it has been recommended by e)porters to ma%e the deli&ery on time

    • "he company rate policy must be fle)ible enough to catch ne$ customers because if 

    company offers lo$er price to a ne$ customer then he may continue buy the goods and can be a

     permanent customer for the company

    • "he company should offers such rate in the mar%et so that it may able to catch a bigger 

    mar%et share and it should be able to compete $ith the local traders and commission agents $hile

    ha&ing a brand name

    "he company should ta%e the opinion of e)porters from time to time to %no$ $hat problems they

    are facing from the companyFs side And if any change they reDuire in present supplying

    conditionN

    @

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    )I)LIOGRAPHY

    In this project report, $hile finali4ing and for analy4ing Duality problem in details the follo$ing

    Boo%s, Maga4inesQ>ournals and 9eb Sites ha&e been referred All the material detailed belo$

     pro&ides effecti&e help and a guiding layout $hile designing this te)t report

    )!!:(

    Crinciples of Mar%eting –Chilip (otler (e&in %eller edi 1'

    Mar%et esearch – ?? Sharma

    esearch Methodology – * (othari

    +eb(ite(

    $$$Airtel$orldcom

    $$$googlecom

      $$$indiacom

    $$$Vodafonein

      http6QQ$$$blonnetcomQ'==.Q=0Q'0QstoriesQ'==.=0'0='12===htm, MuC#?M7Mi, >une '/,

    '=1-

    comQcompaniesQcompaniesYrQVodafoneYinfocomQ'==-11=.Ystop7roaminghtm, . o&ember '==-

    ?omain, Missed *all, at http6QQ$$$domainb

    M%;%i'e(

    Airtel 8' >uly to 1= >uly '=1-:

    Airtel India page of H" paper 8"hursday 1?ecember '==.:

    *o$ards India 8'0 ?ecember to . >an '==.:

    2=

    http://www.airtelworld.com/http://www.google.com/http://www.india.com/http://www.domainb/http://www.airtelworld.com/http://www.google.com/http://www.india.com/http://www.domainb/

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    *ESTIONNAIRE

    ?ear SirQMadam,

    I BI>3SH (MA, student of MBA of (ISHA IS"I""3 K5

    I5KMA"IK "3*HK+K#E, M33" I am doing my project on C!m$%"%ti8e

    %'%9(i( ! m%":eti'; (t"%te;9 ! V!d%!'e %'d Ai"te” Clease gi&e your precious time for 

    filling these details

    L1 ame those companies $hich pro&ide telecom ser&ices no$ a daysN

    • Airtel

    • Vodafone

    • eliance

    • "A"A

    • Idea

    L' $hich mobile company ser&ices you are using no$ a daysN

    • Airtel

    • Vodafone

    • eliance

    • "A"A

    • Idea

    L - Among them, $hich Brand you, prefer mostN

    •Airtel

    • Vodafone

    • eliance

    • "A"A

    • Idea

    21

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    L' Ho$ long you ha&e been using this CroductN

    =7' Eears• '7/ Eears

    • /71= Eears

    • More than 1= years

    L- Are you using other product instead of AirtelN

    • Ees

    •  o

    L/ ho$ $ould you rate the e)perience $ith BrandN

    • Airtel

    • Vodafone

    • eliance

    2'

    3)cellent #ood A&erage Belo$ A&erage

     

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    L0 ?o you collect any information search before ma%ing purchaseN

    Ees•  o

    L If yes, $hich sources are usedN

    Maga4ines

    • ?ealers

    • Sales 3)ecuti&es

    • Kperators reference

    • Camphlets and catalogue

    • eference from friends and relati&es

    • Any other 

    L2 9hat are the features you loo% for in a product before ma%ing purchase decisionN #i&e

     preferences 817Highest, 07 least:

    • Brand credibility

    • Crice and ?iscount

    • After sales ser&ices and parts, net$or% 

    • Value for money

    • Vehicle performance

    • Add on features or ergonomics of design

    2-

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    L@ 9hich of these mar%eting Q sales schemes attracts you $hile purchasing any connectionN

    • #ood et$or% 

    • ?iscount scheme

    • Ser&ice pac%age

    • Any other 

    L1= If you ha&e to purchase a ne$ connection or product in near future, $hich Brand $ill you

    go for and $hyN

    •  YYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYY 

    •  YYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYY 

    •  YYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYY 

    L11 Are you a$are of &arious promotional acti&ities being run by Airtel, if yes then ho$N

    Are you satisfied $ith these promotional acti&itiesN

    • *ustomer *are

    • By Ad 5ilms

    • By *amp

    • '. hrs call center ser&ices

    2.

    Very

    Satisfied

    Satisfied Some$hat

    Satisfied

     ot

    satisfied

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    L1' Ho$ $ould you rate Airtel performance as your e)pectation on / points scale 8/

    HighestN:

    1 ' - . /

    • After Sale ser&ice

    • Maintenance

    • Croduct as per e)pectation

    L1- 9hat are you suggestions for impro&ing the product Duality, ser&ice a&ailability and parts a&ailabilityN

    •  YYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYY 

     YYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYY 

     YYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYY