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A COMPARATIVE STUDY OF BRAND PRAMOTION STRATEGIES OF AIRTEL, RELIANCE & B.S.N.L.

PIONEER INSTITUTE OF PROFESSIONAL STUDIES

INDORE (M.P.) 452001

RESEARCH PAPER

ON


SUBMITTED TO SUBMITTED BY

PROF. NIHIT JAISWAL DUSHYANT KANGO (M.B.A. IIInd Sem.)

PIONEER INSTITUTE OF PROFESSIONAL STUDIES, (INDORE)


CONTENTS

1) INTRODUCTION: CONCEPTUAL FRAMEWORK DEFINING VARIABLES HISTORY/ BACKGROUND LITERATURE REVIEW RATIONALE OBJECTIVE



2) RESEARCH METHODOLOGY: SAMPLE DESIGN RESEARCH DESIGN TOOLS FOR DATA COLLECTION TOOLS FOR DATA ANALYSIS

3) RESULT AND DISCUSSION : MAJOR RESULT TABLES/CHARTS DISCUSSION

4) CONCLUSION: CONCLUSION IMPLICATION SUGGESTIONS SCOPE FOR FUTURE WORK

5) REFERENCE: BIBLIOGRAPHY REFERENCES WEBLIOGRAPHY

6) ANNEXURES: QUESTIONNAIRE RESULT OF FACTOR ANALYSIS TABULATION OF DATA



Abstract

The benefit of sales promotions is that they induce choice. However, this benefit may be offset by undermining preference for the brand when it is no longer promoted. Despite the fact that sales promotions have long been employed in marketing practice and researched academically, a clear understanding of the impact of sales promotion on post-promotion brand preference continues to evade brand managers and marketing scholars alike. This manuscript attempts to provide insight on the effects of sales promotions on brand preference by integrating results from 51 studies on the subject. Our meta-analysis suggests that, on average, sales promotions do not affect post-promotion brand preference. However, depending upon characteristic of the sales promotion and the promoted product, promotions can either increase or decrease preference for a brand. The empirical results provide insights for crafting promotion strategy and for understanding the process by which promotions influence brand preferences



CONCEPTUAL FRAMEWORK:

BRAND

A brand is the set of values, ideals, strengths and weaknesses that become tied to your business" A brand carries with it the power to inspire and influence your customers; it creates a set of subconscious associations in their minds and sets you apart from the herd”. A brand is a product, service, or concept that is publicly distinguished from other products, services, or concepts so that it can be easily communicated and usually marketed. a brand name is the name of the distinctive product, service, or concept. Branding is the process of creating and disseminating the brand name. Branding can be applied to the entire corporate identity as well as to individual product and service names.

PROMOTION

Promotion is an important marketing force the provides an extra incentive (usually short term in nature) for consumers, the trade. The sales force and other influential groups.

STRATEGY

Strategy is alternative chosen to make happen a desired future, such as achievement of a goal or solution to a problem. Art and science of planning and marshalling resources for their most efficient and effective use. The term is derived from the Greek word for generalship or leading an army.

BRAND PROMOTION STRATEGIES

Promotion by product attributes and benefits.

Promotion by Price/ Quality.

Promotion by use or application.

Promotion by product class.

Promotion by product user.

Promotion by competitors.

Promotion by cultural symbols.


http://www.businessdictionary.com/definition/leading.html

http://www.businessdictionary.com/definition/effective.html

http://www.businessdictionary.com/definition/resource.html

http://www.businessdictionary.com/definition/planning.html

http://www.businessdictionary.com/definition/science.html

http://www.businessdictionary.com/definition/problem.html

http://www.businessdictionary.com/definition/solution.html

http://www.businessdictionary.com/definition/goal.html


COMPANY PROFILE OF BSNL

Bharat Sanchar Nigam Ltd. formed in October, 2000, is World's 7th largest Telecommunications Company providing comprehensive range of telecom services in India: Wire line, CDMA mobile, GSM Mobile, Internet, Broadband, Carrier service, MPLS-VPN, VSAT, VoIP services, IN Services etc. Presently it is one of the largest & leading public sector units in India. BSNL has installed Quality Telecom Network in the country and now focusing on improving it, expanding the network, introducing new telecom services with ICT applications in villages and wining customer's confidence. Today, it has about 47.3 million line basic telephone capacity, 4 million WLL capacity, 48.11 Million GSM Capacity, more than 37382 fixed exchanges, 44966 BTS, 3140 Node B ( 3G BTS), 287 Satellite Stations, 480196 Rkm of OFC Cable, 63730 Rkm of Microwave Network connecting 602 Districts, 7330 cities/towns and 5.5 Lakhs villages.

BSNL is the only service provider, making focused efforts and planned initiatives to bridge the Rural-Urban Digital Divide ICT sector. In fact there is no telecom operator in the country to beat its reach with its wide network giving services in every nook & corner of country and operates across India except Delhi & Mumbai. Whether it is inaccessible areas of Siachen glacier and North-eastern region of the country. BSNL serves its customers with its wide bouquet of telecom services.

COMPANY PROFILE OF AIRTEL

Airtel is the biggest telecom service provider of India with 116 million customers in 21 states. Bharti Tele-Ventures is a private sector telecommunications services provider with an aggregate of over 117.53 million customers as of December 2009. The company is the only operator to provide mobile services in all the 28 circles in India and also provides telephone services and Internet access over DSL in 15 circles. The company also has a submarine cable landing station at Chennai, which connects the submarine cable connecting Chennai and Singapore and is part of the consortium, which jointly owns and has developed the next generation undersea cable system SEA-ME-WE-4. The company provides reliable end-to-end data and enterprise services to the corporate customers by leveraging its 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. The Company was the first private operator to provide mobile services in all the 23 circles in India. The Company also provides telephone services and Internet access over DSL in 15 circles. The Company complements its mobile, broadband & telephone services with national and international long distance services. The Company also has a submarine cable landing station at Chennai, which connects the submarine cable connecting Chennai and Singapore.



Bharti Enterprises has successfully focused its strategy on telecom while straddling diverse fields of business. From the creation of 'Airtel', one of India's finest brands, to becoming the largest manufacturer and exporter of world class telecom terminals under its 'Beetel' brand, Bharti has created a significant position for itself in the global telecommunications sector.

COMPANY PROFILE OF RELIANCE

Reliance Communications (formerly Reliance Communications Ventures) is one of India's largest providers of integrated communications services. The company has more than 100 million customers and serves individual consumers, enterprises, and carriers, providing wireless, wireline, long distance, voice, data, and internet communications services through a number of operating subsidiaries. The company sells communications and digital entertainment products and services through its chain of Reliance Web World retail outlets. The company's Reliance Infocomm subsidiary provides wireless communications services throughout India. Reliance Communications is part of the Reliance - Anil Dhirubhai Ambani Group. The current network expansion undertaken by Reliance is the largest wireless network expansion undertaken by any operator across the world.It was with this belief in mind that Reliance Communications (formerly Reliance Infocomm) started laying 60,000 route kilometres of a pan-India fibre optic backbone.



LITERATURE REVIEW

The Research conducted by D. Sudharani Ravindran, Hari Sundar. G. Ram on The Effect of Brand Promotion Strategies on consumer behavior and perception concluded that the Brand Promotion does not influence the perception of Brand attributes specially technological attributes.

The Research conducted by T. Vanniarajn, P Gurunathan on the Cellular Service Market concluded that in the competitive world of today the service providers should understand how to enrich the customer loyalty so as to sustain with their Brand in market. The Service providers must concentrate their effects on improving core and value added service quality which will result in higher customer quality. The Cellular Service provider should increase their coverage areas, clarity of sound, variety of Top-Up and other schemas which will help in gaining loyal customers.

The effect of sales promotion on post-promotion brand preference: A meta-analysis

Abstract

The benefit of sales promotions is that they induce choice. However, this benefit may be offset by undermining preference for the brand when it is no longer promoted. Despite the fact that sales promotions have long been employed in marketing practice and researched academically, a clear understanding of the impact of sales promotion on post-promotion brand preference continues to evade brand managers and marketing scholars alike. This manuscript attempts to provide insight on the effects of sales promotions on brand preference by integrating results from 51 studies on the subject. Our meta-analysis suggests that, on average, sales promotions do not affect post-promotion brand preference. However, depending upon characteristic of the sales promotion and the promoted product, promotions can either increase or decrease preference for a brand. The empirical results provide insights for crafting promotion strategy and for understanding the process by which promotions influence brand preferences..

LITERATURE REVIEW : Influence on Consumer Buying behavior of Mobile Phone



Advertisers must remember that advertising messages are interpretend differently

between different genders (Maldonando, Tansuhaj & Muehling, 2003; Hogg & Garrow,

2003; Putrevu, 2001).Prevoius study have proven that females were more likely to

engagae in elaboration than men (Maldonado & Muehling, 2003). Hogg and Garrow

(2003) found that women paid more intention about the details of the characters of an ad

when asked to analyze advertising messages. They said that this may be explained by the

fact that females have a greater tendency than men to consider external information and

information related to others. Women are ‘comprehensive processors’ who try to gather

all available information about the product.

In building brand preferences, Alreck and Settle (1999) proposed six strategies:

1) Need association- the product/brand linked to need through repeated messages.

2) Mood associations- brands should be associated with good feelings through

slogans,songs. 3) Subconscious motivation-use of symbol to excite consumers’ subconscious motives. 4) Behaviour modification-consumers are conditioned to buy the brand by controlling cues and rewards. 5) Cognitif processing-penetrating perceptual and cognitive barriers to create favourable attitudes towards the brand/product.



Consumer perception and its choice mobile telecom service provider in Malaysia.ABSTRACT

The growth rate in the Malaysian telecommunication sector had been affected badly over the last decade by economic crisis of the late 1990's. Thereafter, it was potential for exponential market growth attracted new players to this business, which turns lead competition to dramatically increases. Nowadays they are trying to attract customer by offering aggressive price promotion. As competition is increasing among the companies, it is necessary for them to know about the consumers' perception about the price, promotion, product and the other important factors that are playing a vital role to choose the telecommunication service providers. This study aims to find out what are critical factors those are playing an important role to select the telecommunication service provider. Result provides a comprehensive analysis of the important factors for playing an important role for the customer to select the telecommunication service provider. The analysis confirms the significant positive relationship of price, service quality, product quality and availability, and promotional offer for consumer perception. These factors are expected to have a great role during the time to choose telecommunication service provider. In conclusion, practitioners can be deriving a better understanding of the activities that are being played a vital role for the consumer perception.

Customer Retention: With Special Reference to Telecommunication Industry..

K. A. Silva

Lanka Com Services (Pvt) Limited, Colombo, Sri Lanka

S. T. W. S. Yapa

Department of Decision sciences, University of Sri Jayewardenepura,

Customer Loyalty

Customer loyalty is viewed as the strength of the relationship between an individual’s relative attitude and repeat patronage. The relationship is seen as mediated by social norms and situational factors. Cognitive, affective, and conative antecedents of relative attitude are identified as contributing to loyalty, along with motivational, perceptual, and behavioural consequences ( Dick and Basu , 1994).

In the customer centred business, survival remains to the degree that customer satisfaction is met. Previous research studies have shows that the repurchase intent was the main benefit of customer retention. However, some had identified multiple benefits like repurchase intent, price tolerance,



willingness to recommend etc. In reaching retention, vendors should manage satisfaction and consequences of Customer Loyalty (Naranyandas, 1998). Loyalty too has a pyramid effect that suggests of having hierarchy in loyalty levels between customer and vendor. Change in loyalty level will manifest itself in the presence of specific attitude and behaviour (Aaker, 1991).

Customer loyalty and satisfaction are integral part of customer retention process. Customer Retention is a primary measure of loyalty. There is a positive relationship between changes in satisfaction and share of wallet. In particular, the initial satisfaction level and the conditional percentage of change in satisfaction significantly correspond to changes in share of wallet. Income and length of the relationship negatively moderate this relationship (Cooil et al., 2007). Loyalty and retention although positively moderate with share of wallet it is necessary to examine the cost of maintaining the particular customer. It is not guaranteed that every customer retention generates contribution. Therefore the concept of Customer lifetime Value (CLV) plays an important role.

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RATIONALE OF THE STUDY

Over the last few years, the telecom industry in India has been going through a period of intense change. Needs of the retail as well as corporate customers are changing and their expectations in terms of service and quality are getting more demanding. BSNL is facing increasingly stiff competition from private players like AIRTEL & Reliance. Over the recent past, BSNL’s performance has come under considerable pressure. It has not been able to grow in line with the market and has been steadily losing market share. The lack of top-line growth coupled with increasing costs has put pressure on BSNL’s operating performance in the past few years. BSNL, RELIANCE & AIRTEL has developed an overall strategy and transformation plan for the organization. BSNL, RELIANCE & AIRTEL is a firm has extensive experience working with working with major telecom in India on issues of strategy, sales & marketing strategy and large scale transformations. BSNL, RELIANCE & AIRTEL has significant experience of working with large Public Sector undertakings to help them define and implement their change agenda. This transformation exercise, called Project SHIKHAR, will cover development of an overall strategic agenda across BSNL’s key businesses including customer segmentation, sales channel management as well as product management. It will also look at appropriate strategic initiatives in operations as well as in Human Resource Management in order to implement the new strategy effectively. All this is aimed at making BSNL more capable to thrive in a very competitive market place.



OBJECTIVES

To compare consumer buying behavior towards selection of BSNL,AIRTEL,RELIANCE...

To carry out the comparative analysis between brand promotion strategies of BSNL, Airtel & Reliance.

To suggest a Brand promotion strategies which will able to meet organizations objectives.



TYPE OF RESEARCH METHODLOGY

EXPLORATORY RESEARCH METHODOLOGY

Achieving accuracy in any research requires a deep study regarding the subject. As the prime objective of the project is the comparision of the brand promotion strategies of airtel, reliance and bsnl and the impact of Brand Promotion Strategies on consumer’s buying behavior.

The research methodology adopted is basically based on primary data via which the most recent and accurate piece of first hand information could be collected. Secondary data has been used to support primary data wherever needed. Primary data was collected using the following techniques :-

Questionnaire Method Direct Interview Method Observation Method

The main tool used was, the questionnaire method. Further direct interview method, where a face-to-face formal interview was taken. Lastly observation method has been continuous with the questionnaire method, as one continuously observes the surrounding environment he works in.

DATA COLLECTION METHOD

Two type of data has been collected.

Primary data Secondary data

Primary dataprimary data is that which is the collected for the fist time and thus happen to be

originated in character. Questionnaire survey: In the studies a questionnaire is prepared. The questionnaire consists of different close ended & open ended questions. Secondary data

Secondary data refer to the data that has been already collected .the secondary data, which has been used to carry out this study, are as follow: Books, journals, magazines, newspapers, industry reports company’s internet site other relevant studies material and Website.

Sample unit :- Indore



The research process was done by interacting with number of cosumers during the activities performed, which included, markets, cold calling, canopies, etc. Sample Design consists of random sampling

Sample size:-100

METHOD OF COLLECTION

Field procedure for gathering primary data included observation and interviews are scheduled, the questionnaires were filed by the respondents. . Interview

Personal interviews through self administered survey was done to collect the data, market research was undertaken, that was accomplished by performing various activities design.

Questionnaire

The questionnaire was formulated by keeping in mind the following points: -

Giving the respondents clear comprehension of the question. Inducing the respondents to co-operate. Giving instructions as to what is needed. Identifying the needs to be known.

ACTIVITIES THROUGH WHICH DATA HAS BEEN COLLECTED



The date during which questionnaires were filled.

Some dealers were also interviewed to know their prospective.

Interviews with the managers of GSM service providers were also conducted.

Finally the collected data and information was analyzed and compiled to arrive at

the conclusion and recommendations given.

Sources of secondary data.

Used to obtain information on, Bharti’s history, current issues,

policies, procedures etc, wherever required.

o Internet

o Magazines

o Newspapers

o Journals

LIMITATIONS

The following were the limitations that were there during the course of the study:

Limited time period.

Less number of respondents.

Biasness of the respondents.

Primary data was collected using the following techniques

Questionnaire Method

Direct Interview Method

Observation Method



The main tool used was, the questionnaire method. Further direct interview

method, where a face-to-face formal interview was taken. Lastly observation

method has been continuous with the questionnaire method, as one continuously

observes the surrounding environment he works in.

TOOLS USED FOR DATA ANALYSIS

The collected data will be analyzed by the tabulation method and will be

presented through Bar graph and Pie charts.

On the basis of collected data we will have the evaluation of Brand Promotion

Strategies.



RESULTS & DISCUSSION

CONSUMER BUYING BEHAVIOUR

Customer’s rating on 1 to 5 point scale (1 least, 5 highest) for selection of their service provider as per their preference.

Table no.1:- Showing the frequency of respondents rating towards selection of BSNL

Frequency of scores

1 2 3 4 5 Total

Parameters

Brand credibility 2 10 8 6 4 90

Call Rates 7 5 10 3 4 79

SMS Rates 2 4 14 3 7 99

MMS facility 0 8 12 6 4 96

Schemes provided 3 4 5 11 7 105

Availability 3 11 2 8 6 93

Network Coverage 7 7 6 6 4 83

Value Added Services 0 6 9 7 8 107

Tariff Plans 2 3 11 6 8 105

Working Note:-Total=∑(Point scale*frequency)

-



Discussion:-

From above tables & pie charts we have concluded that schemes,tariif plans & value added services are the most emphasized parameters on which consumer has selected BSNL as their service provider.

Schemes of BSNL are:- Double talk time 50% extra talk time Life time schemes in just 51 Rs with additional balance of RS 40/-

Tariff plans for BSNL

Price(Rs) Validity (Days) Tariff17 30 11pm-7am 20 paisa/min45 30 Local 2 paisa/min

500 30 BSNL to BSNL unlimited calling



Table no.2 :-Showing the frequency of respondents rating towards selection AIRTEL

Frequency of scores

PARAMETERS

1 2 3 4 5 Total


Call Rates 5 5 6 4 11 104

SMS Rates 2 4 6 8 10 110








Discussion

Scores from above table suggests that consumers have selected Airtel as service provider is due to its brand image, calls &SMS rates, network coverage

Following are reasons for its success;-.

Brand credibility:- Airtel has been able to create brand image by its promotional strategies and ad campaigns like express yourself etc..in eyes of consumers..

Call rates



1 paisa per second

50 paisa per minute local numbers

50 paisa per minute STD numbers.

SMS rates

Rs 20-A –A 300 msg

Rs 50- 300 sms per day

Rs 100-500 sms per day



Table no.3:- Showing the frequency of respondents rating towards selection of

RELIANCE:

Frequency of scores

PARAMETER

1 2 3 4 5 Total


Call Rates 1 4 5 8 13 122

SMS Rates 2 6 10 6 6 98








Interpretation

Reliance with its punch line India’s number 1 network and karlo duniya muthi mein.. has created their distinct brand image in eyes of the consumer. Thus many consumers purchase reliance because of its band image.

Call rates

1 paisa / second

50 paisa/ second



1 Rs/ 3 minute

Tariff Plans

299 unlimited calling.


CONSUMER'S SOURCES OF INFORMATION



Consumers of airtel and reliance buy products through dealer network in comparison to other sources, where as bsnl users buys from company outlets.

It is clear from above graph that proper dealer network & selling by physical visits will play an essential role in promotion of telcomm products

FACILITIES USAGE CONSUMERS



Consumers use mobile phones majorly for calling and sms purpose. Applications like Internet are also being used by the user also.

The future existence of telcom business depends on the users of calling & SMS by the ultimate consumers, other applications such as internet can also play an important role.

AWARENESS OF CONSUMERS TOWARDS DIFFERENTPROMOTIONAL ACTIVITIES



Consumers get influenced with print and electronic media to get awareness of any telecom product..Company should emphasize on above mentioned sources to develop their products among ultimate consumers ..

MESSAGES EXPECTED BY CONSUMERS CONVEYED THROUGH ADVERTISEMENT



HOW LONG CONSUMER WANT TO SEE AN ADVERTISEMENT



Any advertisement should not prolonged for more than a month which should have changes with the different messages and thoughts about products.



CELEBRITY ENDORSEMENT CONTRIBUTION IN BRAND PROMOTION

According to consumers any celebrity hardly affects the sales of any brand in telecom business..ultimately the same depends on their services and network only.



Table No. 4

BSNL

Frequency of scores

PARAMETERS

1 2 3 4 5

customer Care services 6 5 11 4 4

Network 4 9 7 4 6

Value added Services 5 12 10 1 2

Applications(internet) 2 4 17 5 2

Table No. 5

AIRTEL

Frequency of scores

PARAMETERS

1 2 3 4 5


Network 3 4 8 5 10



Total 11 26 25 20 38



Table No.6

RELIANCE

Frequency of scores

PARAMETERS

1 2 3 4 5


Network 2 4 7 11 6



Total 10 25 30 31 24

INTERPRETATION:-

Above analyzing tables (table no.5 – table no.6) the highest degree of satisfaction level the consumers are satisfied with the various aspects of the different telecom companies in following priorities:-

Services or factors Service Provider

Customer care services Reliance

Network Airtel

Value added services Airtel

Applications Airtel

COMPARISON OF MARKETING STRATEGIES



Market segmentation

Company

Segments

Airtel Reliance BSNL

Geographical Metropolitan,Semi urban

Urban indiaRural india

Rural india

Demographical All types of income Middle income Middle/low income

Target market Youth ,Business classCorporate tie-ups

Corporate,Youth

Government sec.Service class 3

Age group 16 – 30 23 - 35 35+

Comparison On the basis of 4 P’s of marketing



Company

Marketing mix


Price Low price Low price Comparitive

Place Max outlets &Service center

Reaches to all villages

All places

Promotion Various schemes for different groups,celebrity endorsement,events,t.v.shows

Corporate schemes,celebrity endorsement ,unlimited calls

Govt.employees schemes,free sim cards

Product Various prepaid & post paid tariffs

Various Post paid plans and pre paid as well.

Various Post paid plans and pre paid.

SUGGESTED BRAND PROMOTION STRATEGIES

1. Target Segment



Youth

Business class

Corporate tie-up

2. Geographical

Metropolitan and semi urban

2. Product mix

Low Price

Various prepaid and postpaid tariff.

3. Marketing strategy

Exhaustive dealer network and media coverage

Advertisement

1. Should have Offers available on product

2. Customers expects that the message in the advertisement should primarily cover

the offers provided by telecom providers.

3. Local advertisings budget should be increased.

CONCLUSION

Objective 1: Consumer buying behavior



From above tables & pie charts we have concluded that the consumer has selected BSNL as their service provider in the following order of preference

Value added services Schemes provided Tariff plans SMS rates MMS facility Availability Brand credibility Network coverage Call rates.

Schemes of BSNL are:- Double talk time 50% extra talk time Life time schemes in just 51 Rs with additional balance of RS 40/-

Tariff plans for BSNL

Price(Rs) Validity (Days) Tariff17 30 11pm-7am 20 paisa/min45 30 Local 2 paisa/min

500 30 BSNL to BSNL unlimited calling

From above tables & pie charts we have concluded that the consumer has selected Airtel as their service provider in the following order of preference of the parameter:-



Brand Credibilty

Sms Rates

Call Rates

Tariff Plans

MMS facility

Network Coverage

Schemes Provided

Value added Services

Availability

Following are reasons for its success;-.

Brand credibility:- Airtel has been able to create brand image by its promotional strategies and ad campaigns like express yourself etc..in eyes of consumers..

Call rates

1 paisa per second

50 paisa per minute local numbers

50 paisa per minute STD numbers.

SMS rates

Rs 20-A –A 300 msg

Rs 50- 300 sms per day

Rs 100-500 sms per day

From above tables & pie charts we have concluded that the consumer has selected Reliance as their service provider in the following order of preference of the parameter:-



Call rates

Value added services

Brand credibility

Network Coverage

Schemes Provided

SMS Rates

Tariff Plans

Availability

Multimedia messaging

Call rates

1 paisa / second

50 paisa/ second

1 Rs/ 3 minute

Tariff Plans



OBJECTIVE II:-

COMPARISON OF MARKETING STRATEGIES

Market segmentation



Company

Segments


Geographical Metropolitan,Semi urban

Urban indiaRural india

Rural india

Demographical All types of income Middle income Middle/low income

Target market Youth ,Business classCorporate tie-ups

Corporate,Youth

Government sec.Service class 3

Age group 16 – 30 23 – 35 35+

MARKET SEGMENTATION :-

Geographical:-

Airtel focuses on the metropolitan and the semi urban crowd.

Reliance focuses on the urban and the rural India.

BSNL focuses Middle and rural India.

Demographical(income wise):-

Airtel mainly focuses on all types of income..

Reliance mainly focuses on middle income.

BSNL mainly focuses on middle and low income.



Target Market:-

Airtel targets the youngsters (16-23), business class and corporate tie ups..

Reliance also targets the youth (16-23) and have many corporate plans for the

corporate world..

BSNL mainly targets Government class and service sector people & Age group 35+..

Comparison On the basis of 4 P’s of marketing



Company

Marketing mix


Price Airtel offersLow price

Reliance offersLow price

BSNL offers Competitive Price

Place Max outlets &reaches To all villages n



Promotion Various schemes for different groups,celebrity+ endorsement,events,t.v.shows

Corporate schemes,celebrity endorsement ,unlimited calls

Govt.employees schemes,free sim cards

Product Various prepaid & post paid tariffs

Various Post paid plans and pre paid as well.

Various Post paid plans and pre paid.

Airtel

Airtel n reliance both emphasize on keeping the call ,sms,and std rates low..whereas bsnl call rates are comparatively high but still competitive..

Airtel is having many company otlets across the country and is having a strong coverage..airtel services can be availed in 27 circles..Reliance and bsnl are having comparatively less outlets but the coverage area in villages are superior than airtel

Airtel provides many scheme to its customers like night calling free etc to its customers n its celebrity like sachin shahrukh etc have contributed heavily in their promotion strategy..

Reliance also provides attractive schemes such as unlimited calling free and now also endorsed hrithik as its brand ambassador…

BSNL promotional strategy is not same as airtel but its latest celebrity endorsement deepika padukone has beniffited them a lot..



OBJECTIVE III:-

SUGGESTED BRAND PROMOTION STRATEGIES

1. Target Segment

Youth

Business class

Corporate tie-up

2. Geographical

Metropolitan and semi urban

2. Product mix

Low Price

Value Added Services should be increased.

Good Network Coverage

Various prepaid and postpaid tariff.

MMS Rates

3. Marketing strategy

Exhaustive dealer network and media coverage



Advertisement

4. Should have Offers available on product

5. Customers expects that the message in the advertisement should primarily cover

the offers provided by telecom providers.

6. Local advertisings budget should be increased.

In the end of our research we have concluded that Airtel, BSNL, Reliance these three major players of telecommunication sector has their own segment of consumers & they have selected them according to their preference.

If a service provider will concentrate on all the aspect that consumer has in selection of service provider than it can dominate the entire telecommunication sector.

FUTURE SCOPE:-



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WEBLOGRAPHY

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samsung-lg-handsets www.airtel.in/about us www.relianceinfocomm.com/about us www.bsnl.com www.airtel.com/prepaid/tariff www.relianceinfocomm.com/prepaid/mpcgcircle/tariff/unlimited www.alttc.bsnl.co.in/altzine/vol_29032006/marketing.htm www.oppapers.com/essays/Marketing-Strategies-Bsnl/18093 www.oppapers.com/.../airtel-marketing-strategy-page1.html www.marketingteacher.com/SWOT/bharti_airtel_swot.htm www.allprojectreports.com/.../Project%20Report%20for%20MBA%20named

%20COMPAR.. profile.iiita.ac.in/pchand.../reliance%20infocomm.pdf www.rcom.co.in/Rcom/aboutus/.../overview_milestones.html–


http://www.allprojectreports.com/.../Project%20Report%20for%20MBA%20named%20COMPAR

http://www.allprojectreports.com/.../Project%20Report%20for%20MBA%20named%20COMPAR

http://www.marketingteacher.com/SWOT/bharti_airtel_swot.htm

http://www.oppapers.com/.../airtel-marketing-strategy-page1.html

http://www.oppapers.com/essays/Marketing-Strategies-Bsnl/18093

http://www.alttc.bsnl.co.in/altzine/vol_29032006/marketing.htm

http://www.relianceinfocomm.com/prepaid/mpcgcircle/tariff/unlimited

http://www.airtel.com/prepaid/tariff

http://www.bsnl.com/

http://www.relianceinfocomm.com/about

http://www.airtel.in/about

http://www.google.co.in/url?url=http://www.docstoc.com/documents/business/sales-and-marketing/advertising/&rct=j&ei=nnoETPr8Asm5rAfctuTdAg&sa=X&oi=breadcrumbs&resnum=5&ct=result&cd=3&ved=0CDcQ6QUoAg&q=comparision+of+brand+promotion+of+reliance+airtel&usg=AFQjCNGmDHK3cS4S-liSfY-SixL6P0SPAw

http://www.google.co.in/url?url=http://www.docstoc.com/documents/business/sales-and-marketing/&rct=j&ei=nnoETPr8Asm5rAfctuTdAg&sa=X&oi=breadcrumbs&resnum=5&ct=result&cd=2&ved=0CDYQ6QUoAQ&q=comparision+of+brand+promotion+of+reliance+airtel&usg=AFQjCNGX_5WqRCqH21Da_0OiySAQyjlHsg

http://www.google.co.in/url?url=http://www.docstoc.com/documents/business/&rct=j&ei=nnoETPr8Asm5rAfctuTdAg&sa=X&oi=breadcrumbs&resnum=5&ct=result&cd=1&ved=0CDUQ6QUoAA&q=comparision+of+brand+promotion+of+reliance+airtel&usg=AFQjCNHbUCU0I1-JabKzWi8fQh2qp8OF4Q

http://www.slideshare.net/.../airtel-marketing-presentation

http://www.slideshare.net/.../marketing-strategy-comparison-of-airtel-and-hutc


www.oppapers.com/.../reliance-communication-marketing-strategy-in-india-page1.html

www.docshare.com/.../SWOT-analysis-of- Reliance - Infocomm -and-its-s

Dear Respondent,

We are the students of MBA from Pioneer Institute of Professional

Studies, Indore. We are undertaking a research work on ‘

A Comparative Study Of Brand Promotion Strategies Of


http://www.docshare.com/.../SWOT-analysis-of-Reliance-Infocomm-and-its-s

http://www.oppapers.com/.../reliance-communication-marketing-strategy-in-india-page1.html

http://www.oppapers.com/.../reliance-communication-marketing-strategy-in-india-page1.html


BSNL, AIRTEL & RELIANCE

’. We would be grateful to you if you would give us few minutes to complete this questionnaire in order to help us complete our research work.

PERSONAL DETAILS:

NAME: ………………………………………………………………………………………ADDRESS: ……………………………………………………………………………...

CONTACT NO.: ………………………………

1) Do you have a mobile phone?

A) Yes □ B) No □

2) Which type of mobile phone do you have?

A) CDMA □ B) GSM □

3) Which telecom service provider are you using Right Now?

A) Airtel □ B) Bsnl □

C) Reliance □ D) Other □

4) For how long you have been using the existing service?

A) Less than one year □

B) Less than 3 year □

C) More than 3 years □

5) What facilities do you use in a mobile phone?



A) Mms □ B) Calling □ C) SMS □

D) Application □ E) Social Networking□

6) Have you ever changed your Mobile connection? If yes then with which

A) Reliance □ B) Airtel □

C) Bsnl □ D) Others □

7) Do You collect any information search before making the purchase?


8) If yes, what sources do you use?

A) Magazines □ B) Dealers □

C) Sales Executives □ D) Operaters reference□

E) Pamphlets & Catalogues □ F) Any Other □

9) What are the Features you look for in a service provider before making

Purchase Decision? Give Preference between 1 to 6 ( 1-Highest 6-Least)

A) Brand Credibility □ B) Discounts n price □

C) Services rate □ D) Network □

E) VAS □ F) Any Other □

10) Are You Aware of various Promotional Activities being run by Service

Providers, If yes then how?

A) Tele Calling □ B) Print Media □ C) Electronic Media □

D) Kiosk □ E) Hoardings □ F) Celebrity Endorsement □



G) Promotional offers □ H) Internet □

11) Are You Satisfied?


12) How would you rate performance as your expected? on five point scale?

Customer 1 □ 2 □ 3 □ 4 □ 5 □

Network 1□ 2 □ 3 □ 4 □ 5 □

VAS 1 □ 2 □ 3 □ 4 □ 5 □

Applications 1 □ 2 □ 3 □ 4 □ 5 □

13) What are your suggestion for improving the quality of service

Questions Regarding Brand Promotion Strategies

1) What do you think when you think of Top Brands

A) Quality □

B) Reliability □

C) Customer Service □



2) What do you emphasize on from there advertising Campaign?

A) Logos □ B) Slogan □ C) Promises □ D) Celebrity □

3) For hoe Long do you want a same advertisement to be run

A) 1 month □ B) 6 months □ C) 1 year □ D) More than 1 year □

4) What message do you expect to be conveyed through advertisement?

A) Product □ B) Services □ C) Company □

D) Offers □ E) Availability □ F) Its features□

5) How much celebrity endorsements contribute in the brand promotion?

A) 0- 50% □ B) 51- 75% □ C) 75%-100% □

Please rate the Questions given below on scale of 1-5 based on the importance they hold for you in purchase decision of sim cards:



1) Call rates of the service provider?

1. □ 2. □ 3. □ 4. □ 5.□

2)SMS Rates of the Service Provider?

1. □ 2. □ 3. □ 4. □ 5.□

3)Multi media messaging facility?

1. □ 2. □ 3. □ 4. □ 5.□

4)Schemes provided by the service provider?

1. □ 2. □ 3. □ 4. □ 5.□

5)Availability of store of the service provider?

1. □ 2. □ 3. □ 4. □ 5.□

6)Network Coverage of that service provider?

1. □ 2. □ 3. □ 4. □ 5.□

7)Value Added Services provided by the service provider?

1. □ 2. □ 3. □ 4. □ 5.□

8)Tariff plans of the Service Provider?

1. □ 2. □ 3. □ 4. □ 5.□



Thanks for sparing your valuable time with us…


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