1.Projectsformba.blogspot.com A Project rePort on BhArti Airtel GrouP comPArAtive AnAlysis of mArKetinG strAteGies of vodAfone & Airtel suBmitted for the PArtiAl fulfllment of the requirement for the AwArd of deGree of mAster of Business AdministrAtion suBmitted to :- suBmitted By:- jAiPur2.2. Projectsformba.blogspot.com ACKNOWLEDGEMENT I . , sincerely thankful to all those people who have been giving me anykind of assistance in the making of this project report.I express my gratitude to , who has through her vast experience andknowledge has been able to guide me, both ably and successfully towards thecompletion of the project. I express my gratitude to Sri Balaji College of Engineering &Technology, JaipurI would hereby, make most of the opportunity by expressing my sincerest thanks to allmy faculties whose teachings gave meconceptual understanding and clarity ofcomprehension, which ultimately made my job more easy. Credit also goes toall myfriends whose encouragement kept me in good stead. Their continuous support hasgiven me the strength and confdence to complete the project without any difculty. Lastof all but not the least I would like to acknowledge my gratitude to therespondents without whom this survey would have been incomplete. I am also thankful to authority of Airtel & Vodafone for providing me the information.3.3. Projectsformba.blogspot.comCONTENT 1. Acknowledgement 2. Contents 3. Declaration 4. objectives of the study 5. introduction of the topic Telecom sector in India Airtel Vodafone Background Company profle of Airtel The magic Comparison between marketing strategyof Bharti Airtel and Vodafone 6. Research Methodology Type of research methodology Data collection method Method of collection 7. Data Analysis and Interpretation 8. Swot analysis 9. Suggestion & Conclusion 10. Recommendations 11. Bibliography 12. Questionnaire4.4. Projectsformba.blogspot.com DeclarationI, .. being a student of MBA 2 nd yr. of Sri Balaji College ofEngineering & Technology, Jaipur. (SBCET),. Hereby declares that the project reportunder title Comparative Analysis of Marketing Strategies of Vodafone & Airtel. Is myown work it is the analysis of the big scale sector of communication. This projectinvolves the big scale services involved in telecommunication sector provided by Airteland Vodafone to its customers. The survey was conducted so as to analyze the big scalesector prevailing in the current industry and the improvement that can be made upon it.All care has been taken to keep this report error free and I sincerely regret for any unintendeddiscrepancies that might have crept into this report. I shall be highly obliged if errors (if any) bebrought to my attention.Thank You5.5. Projectsformba.blogspot.com OBJECTIVE OF THE STUDY Every organization has to achieve its organization goals. For this it is very essential for an organization to knowabout the view of consumers and their competitive products.This survey research may be also aimed as to estimate potential buyer for the product. The objective of the study is as under:-1. To identify the diference between market performance of Airtel industry and Vodafone.2. To study the market of Airtel Industry and Vodafone on big scale telecommunication sector.3. To compare various parametersof marketing strategies, manufacturing process, technology adopted production policy, advertising, collaboration, export scenario, future prospect for the two companies and government policies.4. To study customer buying behavior and factors which infuence the purchase decision process.5. To know how the company has been successful in encountering the aggressive marketing strategies of competitors.6.6. Projectsformba.blogspot.comTelecom Sector In IndiaThan125 million telephones network is one of the largest communication networks inworld, which continues to grow ata blistering pace.The rapid growth in the telecom sector can be attributed to the various pro-active andpositive policy measures taken by the government as well as the dynamic andentrepreneurial spirit of the various telecom service providers both in private and publicsector. The telecom sector has shown impressive growth during the past decade.Today,moreTwo striking features of this growth viz. increasing preference for mobile phones andhigher contribution of private sector in the incremental growth have predominated thetelecom sector. The share of mobile phones (including WLL mobile) has overtaken theshare of landlines with 62% in the total number of phones. The private sectors contributionis also increasing rapidly. Currently more than 30 lakh phones are being added each monthand it is targeted that by the end of 2010 the total number of phones may reach a level of350 million taking thetele-density to more than 30% which is currently at 24.63%. Network Expansion: The total number of telephone subscribers has reached 281.62million at the end of January2010 as compared to 232.87 million in July 2009. The overallTeledensity has increased to 23.63% in January 2010as compared to 21.20% in August2009.Wireless Service: The wireless segment saw a surge of 78.77 million subscribers lastmonth compared to 78.17 million in Mar. 2010. This pushed the total wireless subscribersbase to 282.40 million by Apr. 31 2010.7.7. Projectsformba.blogspot.comWire line Subscribers: The wire line segment subscriber base stood at 39.73 million witha decrease of 0.16 million at the end of Apr. 2010.Teledensity: The gross subscriber base reached 206.83 million at the end of March 2009.The Teledensity is 24.63%at the end of Apr. 2010 as compared to 18.31% at the end ofMarch 2009, registering an increase of 6%.Increasing Role of Private Sector: The private sector hasplayed a signifcant role in thegrowth of telecom sector. The share of private sector has risen to 85 per cent in December2009 from 64.14 per cent in November 2008.TarifRebalancing Measures: There has been a dramatic fall in the tarifs due toincreased competition. The minimum efective charges for local calls have fallenconsiderably in recent months especially for cellular service. The long distance domestic aswell as international charges have also fallen considerably.Telecom Regulatory Authority of India (TRAI): TRAI was established under theTelecom Regulatory Authority of India Act, 1997 enacted on March 28,1997. The goalsand objectives of TRAI are focused towards providing a regulatory framework thatfacilitates achievement of the objectives of New Technology Policy (NTP) 1999.TRAI has endeavored to encourage greater corporation in the telecomsector together withbetter quality and afordable prices.8.8. Projectsformba.blogspot.com AIRTELAirtel is a brand of telecommunication services in India operated by Bharti Airtel.Airtel is the largest cellular service provider in India in terms of number ofsubscribers. Bharti Airtel owns the Airtel brand and provides the following servicesunder the brand name Airtel: Mobile Services (using GSM Technology), Broadband& Telephone Services (Fixed line, Internet Connectivity(DSL) and Leased Line),Long Distance Services and Enterprise Services (Telecommunications Consultingfor corporates). It has presence in all 23 circles ofthe country and covers 71% of thecurrent population (as of FY07).Leading international telecommunication companies such as Vodafone and SingTelheld partial stakes in Bharti Airtel.9.9. Projectsformba.blogspot.com VODAFONE ESSARVodafone Essar, previously Hutchison Essar is a cellular operator in India that covers 16telecom circles in India Despite the ofcial name being Vodafone Essar, its products aresimply branded Vodafone. It ofers both prepaid and postpaid GSM cellular phonecoverage throughout India and is especially strong in the major metros.Vodafone Essarprovides 2G services based on 900 MHz and 1800 MHz digital GSMtechnology, ofering voice and data services in 16 of the countrys 23 license areas.Vodafone Essar, previously Hutchison Essar is a cellular operator in India thatcovers 16telecom circles in India . Despite the ofcial name being Vodafone Essar, its products aresimply branded Vodafone. It ofers both prepaid and postpaid GSM cellular phonecoverage throughout India and is especially strong in the major metros.Vodafone Essar provides 2G services based on 900 MHz and 1800 MHz digital GSMtechnology, ofering voice and data services in 16 of the countrys 23 license areas.10. 10. Projectsformba.blogspot.comintroduction of the toPic11. 11. Projectsformba.blogspot.com BACKGROUNDThe project is an extensive report on how the Airtel Company markets its strategies andhow the company has been able intackling the present tough competition and how it isscoopingup by the allegations of the quality of its products. The reportbegins with thehistory of the products and the introduction ofthe Airtel Company. This report alsocontains the basic marketing strategies that are used by the Airtel Company ofmanufacturing process, technology, production policy, advertising, collaboration, exportscenario, future prospect and government policies. The report includes some of the keysalient features of market trend issues.In todays world ofcutthroat ferce competition, it is very essential to not only exist butalso to excel in the market. Todays market is enormously more complex. Hence forth,to survive in the market, the company not only needs to maximize its proft but alsoneeds to satisfy its customers and should try to buildupon from there.12. 12. Projectsformba.blogspot.comCOMPANY PROFILE OF AIRTEL13. 13. Projectsformba.blogspot.comVision"As we spread wings to expand our capabilities and explore new horizons, the fundamental focusremains unchanged: seek out the besttechnology in the world and put it at the service of ourultimate user: our customer."These are the premise on which Bharti Enterprises has based its entire plan of action.Bharti Enterprises has been at the forefront of technology and has revolutionizedtelecommunications with its world-class products and services.Established in 1985, Bharti has been a pioneering force in the telecom sector. With many frsts andinnovations to its credit, ranging from being the frst mobile service in Jaipur, frst private basictelephone service provider in the country, frst Indian company to provide comprehensive telecomservices outsideIndia in Seychelles and frst private sector service provider to launch NationalLong Distance Services in India. Bharti had approximately 3.21 million total customers nearly2.88 million mobile and 334,000 fxed line customers.Its services sector businesses include mobile operations in Andhra Pradesh, Chennai, Jaipur,Gujarat, Haryana, Himachal Pradesh, Karnataka, Kerala, Kolkata, Madhya Pradesh circle,Maharashtra circle, Mumbai, Punjab, Tamil Nadu and Uttar Pradesh (West) circle. In addition, italso has fxed-line operations in the states of Madhya Pradesh and Chhattisgarh, Haryana, Jaipur,Karnataka and Tamil Nadu and nationwide broadband and long distance networks.Bharti has recently launched national long distance services by ofering data transmission servicesand voice transmission services for calls originating and terminating on most of Indias mobilenetworks.The Companyis also implementing a submarine cable project connecting Chennai-Singapore forproviding international bandwidth.Bharti Enterprises also manufactures and exportstelephone terminals and cordless phones. Apartfrom being the largest manufacturer of telephone instruments, it is also the frst telecom companyto export its products to the USA.Bharti Tele-Ventures strategic objective is to capitalize on the growth opportunities that theCompany believes are available in the Indian telecommunications market and consolidate its14. 14. Projectsformba.blogspot.com position to be the leading integrated telecommunications services provider in key markets in India, with a focus on providing mobile services. The Company has developed the following strategies to achieve its strategic objective: Focus on maximizing revenues and margins; Capture maximum telecommunications revenue potential with minimum geographical coverage; Ofer multiple telecommunications services to provide customers with a "one-stop shop" solution; Position itself to tap data transmission opportunities and ofer advanced mobile data services; Focus on satisfying and retaining customers by ensuring high level of customer satisfaction; Leverage strengths of itsstrategic and fnancial partners; and Emphasize on human resource development to achieve operational efciencies.15. 15. Projectsformba.blogspot.com Businesses Bharti Tele-Ventures current businesses include - Mobile servicesFixed-line National and international long distance servicesVSAT, Internet services and network solutions Broadband services with DSL and Wi-Fi network Competitive Strengths Bharti Tele-Ventures believes that the following elements willcontribute to the Companys success as an integrated telecommunication services provider in India and will provide the Company with a solid foundation to execute its business strategy: Nationwide Footprint - approximately 92% of Indias total mobile subscribers resided in the Companys ffteen mobile circles. These 15 circles collectively accounted for approximately 56% of Indias land mass; Focus on telecommunications to enable the Company to better anticipate industry trends and capitalize on new telecommunications-related business opportunities.The strong brand name recognition and a reputation for ofering high quality service to its customers; Quality management team with vision and proven execution skills; and The Companys strong relationships with international strategic and fnancial investors such as SingTel, Warburg Pincus, International Finance Corporation, Asian Infrastructure Fund Group and New York Life Insurance.16. 16. Projectsformba.blogspot.comBrand Architecture:Bharti is working on a complex three-layered branding architecture to: Create specifc brands for each service, Build sub-brands within each of these services andUse Bharti as the mother brand providing the group its corporate identity as well asdefning its goal to become a national builder of telecoms infrastructure.17. 17. Projectsformba.blogspot.com BHARTI AIRTEL TOUCHTEL INDIA ONE (Cellular (Basic Service (National Long Operations) Operations) Distance)Airtel - The fagship brand for cellular operations all across the Indiancountry.Touchtel - The brand earmarked for basic service operations.India One - The brand for national long distance (NLD) telephonyThough the costs of creating new brands are heavy but the group wants tocreate distinct independent brands to address diferent customers andprofles.18. 18. Projectsformba.blogspot.comBrand Strategy:To understand the brand strategy, lets frst look at the brand building exercise associated withAirtel a brand that had tobe repositioned recently to address new needs in the market.When the brand was launched seven years ago, cellular telephony wasnt a mass market by anymeans. For the average consumer, owning a cellular phone was expensive as tarif rates (at Rs 8 aminute) as well as instrument prices were steep sometimes as much as buying a second-handcar.Bharti could have addressed the customer by rationally explaining to him the economic advantageof using a mobile phone. But Sachdev says that such a strategy would not have worked for thesimple reason that the value from using the phone at the time was not commensurate with the cost.Instead of the value-proposition model, we decided to address the sensory beneft it gave to thecustomer as the main selling tack. The idea was to become a badge value brand, he explains.So the Airtel leadership series campaign was launched showing successful men with theirlaptops and in their deluxecars using the mobile phone. In simple terms, it meant Airtel waspositioned as an inspirational brand that was meant for leaders, for customers who stood out in acrowd.Did it work? Repeated surveys following the launch showed that there were three core benefts thatwere clearly associated with thebrand leadership, dynamism and performance.These were valuable qualities, but they only took Airtel far enough to establish its presence in themarket. As tarifs started dropping, it became necessary for Airtel to appeal to a wideraudience.And the various brand-tracking exercises showed that despite all these good things, there was noemotional dimension to the brand it was perceived as cold, distant and efcient.Sachdev and his team realized that in a business in which customer relationships were the core thiscould be a major weakness. The reason with tarifs identical to competitor Vodafone telecomm androughly the same level of service and schemes, it had now become important for Bharti tohumanize Airtel and use that relationship as a major diferentiation.19. 19. Projectsformba.blogspot.comThe brand had become something like Lufthansa cold and efcient. What they needed was tobecome Singapore Airlines, efcient but also human. A change in tack was important because thiswas a time when the cellular market was changing.The leadership series was okay when you were wooing the crme de la crme of society. Once youreached them you had to expand the market so there was need to address to new customers.By that time, Bharti was already the leading cellular subscriber in Jaipur with a base of 3.77 lakh(it now has 1.8 million customers). And with tarifs becoming more afordable as cellcompanies started cutting prices it was time to expand the market.How couldBharti leverage this leadership position down the value chain? Surveys showed that theconcept of leadership in the customers minds was also changing. Leadership did not meandirecting subordinates to execute orders but to work along with a team to achieve commonobjectives it was, again, a relationship game that needed to be refected in theAirtel brand.Also, a survey showed that 50 per cent of the new customers choose a mobile phone brand mostlythroughword-of-mouth endorsements from friends, family or colleagues. Thus, existing customerswere an important tool for market expansion and Bharti now focused on building closerrelationships with them.That is precisely what the brand tried to achieve through its new positioning under the AirtelTouch Tomorrow brand campaign. This set of campaigns portrayed mobile users surrounded bycaring family members. Says Sachdev: The new campaign and positioning was designed tohighlight the relationship angle and make the brand softer and more sensitive.As it looks to expand its cellular services nationwide to eight new circlesapart from the seven inwhich it already operates Bharti is now realizing that there are new compulsions to rework theAirtel brand, and a new exercise is being launched to thisefect. Right now, the company isunwilling to discuss the new positioning in detail. But broadly, the focus is on positioning Airtel asa power brand with numerous regional sub-brands refecting customer needs in various parts of thecountry.20. 20. Projectsformba.blogspot.comIf Airtel is becoming more humane and more sensitive as a brand, Bharti has also understood thatone common brand for all cellular operations might not always work in urban markets that are nowgetting increasingly saturated.To bring in new customers, the company decided that it needed to segment the market. One suchexperiment, launched last year, is Youtopia, a brand aimed at the youth in the 14 to 19 age bracketand for those who are young at heart. With its earlier positioning, Airtel was perceived as abrand for the well-heeled older customer; there was nothing for younger people. With Youtopia,Airtel hoped to reverse that.In order todeliver the concept, Airtel ofered rock bottom tarif rates (25 paise for 30 seconds) atnight to Youtopia customers a time when they make the maximum number of calls. It also setup merchandising exercises around the scheme like a special portal for young people to buythings or bid for goods.The company is now looking at ofering other services at afordable prices to this segment whichinclude music downloads on the mobile and bundling SMS rates with normal calls to make itcheaper for young people to use.The other experiment that Bharti has worked on is to go in for product segmentation through theTango brand name. The brand was created to ofer mobile users Internet-interface services or whatis known as WAP (Wireless Application Protocol).The idea was to bring Internet and mobile in perfect harmony. The name was chosen from thepopular movie title It Takes Two to Tango: basically, you need the two services to tango to ofercustomers a new choice, says Sachdev.This, however, had less to do with thebranding exercise as with inefciency of service (accusinglyslow download speeds) and the limited utility of WAP services.Subsequently, the ads were withdrawn, but the company re-iterated that the branding exercisecould be revived because Tango will be the brand to ofer GPRS services or permanent Internetconnectivity on the mobile phone which Airtel is expected to launch soon.21. 21. Projectsformba.blogspot.com The Magic Perhaps the more ambitious experiment has been with Magic the pre-paid card. The idea was to make the brand afordable, accessible and, most importantly, feasible as a means of expanding the market even faster. PHASE I Magic was aimed at bringing in infrequent users of a mobile phone into the market and assure him that he would have to pay only if he made a call. Such a customer used the phone sparingly mostly for emergencies and was not willing to pick up a normal mobile connection with its relatively high rentals (pre-paid cards do not include rental charges). To achieve itsobjectives Bharti did three things. One, the product was made available at prices ranging from Rs 300 to Rs 3,000 with no strings attached and was simple to operate. Two, the product was made accessible and distributed through small stores, telephone booths and even kirana shops so that the ofering was well within arms reach. Third, to make the product more approachable to the customer, the company came with vernacular ad campaigns Like Magic Daalo Say Hello which appealed to local sensibilities.22. 22. Projectsformba.blogspot.comThis apart, the company roped in Karisma Kapoor and Shah Rukh Khan fora major ad campaignall across Jaipur, a ruse that saw the number of subscribers go up from 5.47 lakh to 1.2 milliontodasy, overtaking Essars branded pre-paid card Speed, which was launched much ahead ofMagic. The company is now re-working its Magic strategy even further.Earlier, the branding strategy was aimed at roping in only interested customers that is,customers who were already inclined to opt for mobile services. But now, with basic serviceproviders having been allowed limited mobility at far cheaper rates, mobile service providers couldfnd themselves under threat again.That is why the new exercise is aimed at co-opting non-adopters. While the exact strategyis underwraps, insiders say the new branding strategy wouldbe aimed at ofering them value which theyhad not perceived would be available from using a pre-paid card.23. 23. Projectsformba.blogspot.com PHASE II - Bharti used Airtel Magic to build a strong value proposition and accelerate market expansion through Indias frst national pre-paid card TV brand campaign First time ever in India - any pre-paid card brand goes on TV A combination of the flm genre exposed through the TV medium designed to connect with the masses of India Youth based - romance driven strategy platform makes the value proposition of AirtelMagic - Mumkin Hai come alive All elements - user imagery, context, tone & language created to connect the category to the lives of the SEC B & SEC C segment the middle class non-mobile user. Airtel Magic positions itself on the platform of being excellent for emergency situations - increasing productivity as a part of everyday life. Sharukh Khan makes everything in life possible while romancing pretty Kareena Kapoor with Airtel Magic, Indias leading pre-paid mobile card. Airtel today unveiled its strategy for marketexpansion with the launch of its new Airtel Magic pre-paid card brand campaign Magic hai to Mumkin hai. The strategy is targeted at the non- user segment defned as young adults, 15-30 years of age; in the Sec B & C segmentis aimed at accelerating market expansion. The value proposition is centered around a persons desire to make all his / her dreams, ambitions & aspirations instantly possible. The new campaign for Airtel Magic is all about empowering millions of Indians to be on top of their lives. The brand is positioned to be relevant to the mass-market who want to make all their dreams, hopes & desires come alive instantly. (At just Rs.300/- per month Airtel Magic is so easy to buy.) Improving productivity, letting you befriend the world and opening up new horizons. It gives you the freedom to control your life in a way never possible before. Indeed, anything that you think is possible is possible with Airtel Magic. The new brand slogan Magic hai to Mumkin hai has been specially created to capture this efectively.24. 24. Projectsformba.blogspot.comThis strategy is designed to help us talk to this segment directly in the tone, manner & language ofthe masses. The Mumkin hai value proposition will help us expand the market and gain a higherpercentage of market shares in the process.The brandambassadors Shahrukh Khan and Kareena Kapoor embody this can do or MumkinHai spirit (infact that is the reason they were selected as brand ambassadors). Sharukh rose froma TV actor to become Indias top flm star and national heartthrob. Kareenas success is due to herattitude, talent, hard work and the sheer ability to make a mark in such a short time. Both thesestars have said Mumkin hai and made it happen for themselves.The genre of this new strategy & campaign is Hindi cinema led. This genre connects millionsacross India. The spirit of romance, dancing the Indian cinema, well known to most asBollywood, holds millions of Indians together as one.The new TV campaign of Airtel Magic crafted in the Hindi flm idiom, magnifes the empoweringoptimism of Mumkin Hai, in the endearing situation of a boy-girl romance. Where SharukhKhan, sets his eyes on Kareena Kapoor and wins her love with the help of Airtel Magic.(Poignantly conveying that special feeling we all get when a dream is made possible and a victoryof the heart is won).The strategy & new brand campaign is targeted at the large untapped base of intending mobilecustomers from Sec A, B & C. The estimated addressable market of such customers in the nexttwo years is around 25 million in Airtels 16 states. The new strategy aims at correcting theperception that the mobile category is useful mainly for business or work related scenarios.The new strategy, brand positioning & brand slogan is an outcome of an extensive nationwideresearch and is an integral part of Airtel Magics new multi-media campaign. The campaign hasbeen created by Percept Advertising.25. 25. Projectsformba.blogspot.com PHASE III - Bharti used Airtel Magic to build a strong value proposition and accelerate market expansion through Indias frst national pre-paid card TV brand campaign First time ever in India - any pre-paid card brand gives such freedom to recharge anyvalue A combination of the flm genre exposed through the TV medium designed to connect with the masses of India Youth based - romance driven strategy platform makes the value proposition of Airtel Magic - Aisi azaadi aur kahan? come alive Sharukh Khan Makes everything in life possibleAirtel today unveiled its strategy for market expansion with the launch of its new Airtel Magic pre-paid card brand campaign Magic Hai to Mumkin Hai. . The value proposition is centered on a persons desire to make all his / her dreams, ambitions & aspirations instantly possible. The new campaign for Airtel Magic is all about empowering millions of Indians to be on top of their lives. The brand is positioned to be relevant to the mass-market who want to make all their dreams, hopes & desires come alive instantly .At a amount of your choice you can recharge your account with available validity time .Improving productivity, letting you befriend the world and opening up new horizons. It gives you the freedom to control your life in a way never possible before. Indeed, anything that you think is possible is possible with Airtel Magic. The new brand slogan Aisi azadi aur kahan has been specially created to capture this efectively.26. 26. Projectsformba.blogspot.com Other Brand Building Initiatives:- The main idea is to stay ahead of competition forat least six months. Working on the above game plan Bharti is constantly coming up with newer product oferings for the customers. The focus, of course, is to ofer better quality of service. To make the service simpler for customers using roaming facilities, Airtel has devised common numbers for subscribers across the country for services like customer care, food services and cinema amongst others. It will also launch a unifed billing system across circles so, customers moving from one place to another do not have to close and then again open new accounts at another place. To assist customer care personnel to deal with subscriber queries, a storehouse of 40,000 frequently asked questions and their answers have been stored on the computers. Bharti expects that most of its new customers (one estimate is that it would be 60 to 70 per cent of the total new subscriber base) would come from the pre-paid card segment. So, they must be given value-added products and services which competitors dont provide. Bharti, for the frst time for a cellular operator, has decided to ofer roaming services evento its pre-paid customers, but the facility would be limited to the region in which they buy the card. To ensure that customers dont migrate to other competing services (which is known as churn and ranges from 10 to 15 per cent of the customer base every month), the company is also working on a loyalty program. This will ofer subscribers tangible cash benefts depending upon their usage of the phone. The loyalty program will not be only for a badge value, it willprovide real benefts to customers. The idea is to create an Airtel community. Another key area which Bharti is concentrating its attention upon is a new roaming service launched in Jaipur under which calls of a roaming subscriberwho is visiting the city will be routed directly to his mobile instead of traveling via his home network.27. 27. Projectsformba.blogspot.com The company also ofers multi-media messaging systems under which customers having a specialized phone with a in-built cameracan take pictures and e-mail it to friends or store it in the phone. The cost per picture is between Rs 5 to Rs 7. Bharti is also aware that it has to make owning a ready-to-use cellular service much easier than it is today. A key area is to increase the number of activation centers. Earlier Bharti had250 Airtel Connect stores which were exclusive outlets (for its services) and about 250 Airtel Points which were kiosks in larger shops. Now activation can be done by all of them, and not only by Connect outlets, all within 15 to 20 minutes. In comparison, the competition takes two to four hours. Pre-paid cards are really catching up with the mobile phone users and it is actually helping the market to increase. First, they are easier to obtain and convenient to use. Unlike post-paid, one need not pay security deposits for picking up a pre-paid card. It is often available even with paanwalas. As befts a fast-moving consumer service, the game is now moving beyond price to expanding distribution reach and servicing a well-spread-out clientele with technology and strategic alliances. Bharti is focusing on two factors to make pre-paid cards more attractive. Keeping the entry cost low for consumers and making recharging more convenience. Bharti is in the process of launching a new system in alliance with Mumbai-based Company Venture InfoTech which will enable a pre-paid card user to renew his subscription by just swiping a card. The system will not only save users the hassle of going out and buying a card every time it expires but also enable mobile companies to reduce the cost of printing and distributing cards. Bharti Televentures has tied up with Waiter on wheels, a company delivering food at home, to reach its Magic pre-paid cards to subscribers doorsteps. The company is also joining hands with local grocery shops which will enable users to recharge their cards by just making a phone call to the shop. Apart from improving the convenience of recharging, mobile operators are beefng up their distribution channels. The company is constantly innovating to enhance the value proposition for its pre-paid service. They are leveraging technology to expand their distribution network and deliver round-the-clock recharge options to its MOTS (Mobile on theSpot) subscribers. Bharti Cellular has also launched a special service, CareTouch, for high-value, corporate customers, providing them with instant, single-point access for any assistance they require. Customers can dial 777 andenjoy a slew of services, which includes easier payment of bills, service on priority basis, and value-added services without any additional paper work. Bharti28. 28. Projectsformba.blogspot.com Cellular is ofering a range of services without going through an interactive voice recorder ensuring that they save time. Dedicated CareTouch executives are expected to assist customers with any service on priority basis. Besides the regular proactive reminder calls for bill payment, customers can alsocall CareTouch for bill payments at free of cost. Airtel presented MTV Inbox; the frst on-air SMS based interactive music dedication show exclusively for Airtel and Airtel Magic customers. Highly interactive VJ based show with real-time feedback mechanism. Both brands joined hands to target the high growth youth segment.29. 29. Projectsformba.blogspot.comBhartis View on its Branding strategy:-First, brand building eforts in todays context have to be seen in a more holistic manner.Deliveringvalue on a sustained basis is perhaps the most potent key tobuild a brand that lasts.Unfinching orientation to customer needs is the second key success factor. Customers (be it forindustrial products or consumer goods and services) across the world are more informed and, at thesame time, becoming more individualistic in their needs and far more demanding with the passageof time.Pro-active tracking of shifts in consumer behavior, anticipating redefned or emerging customerneeds, and then reacting in real-time are essential to attract and retain customer loyalty a keyelement of creating brand equity in the present situation.Customizing the product (and communication of its beneft) to meet the specifc needs of variousconsumer/customer sub-segments is the third element in creating brand appreciation.As far as allocation of time and fnancial resources are concerned, too many companies mistakenlyallocate a disproportionate amount on mere advertising and promotion. This is not to say thatadvertising and promotion are less relevant. On the contrary, with more choices and higher mediaclutter, businesses need to budget for an increasingly higher spend on their brand promotion butthis has to be undertaken in tandem with enterprise-wide reengineering of the businessphilosophy and core design, production, and delivery operations for the product itself.The positive spin to this argument is that by frst addressing the fundamentals, the enterprise itselfbecomes more competitive. This can be the beginning of a virtuous cycle wherein brand equitycontinues to increase as the enterprise sustains delivery of an appropriate product or service at anever increasing value.It is, however, crucial to note that in the years to come, not only will the cost of building a regionalor a national (or an international) brand will continue to rise but also the time taken to do so will belonger and will need sustained and focused eforts.30. 30. Projectsformba.blogspot.comComparison of marketing strategies between Bharti Airtel and Vodafone.31. 31.Since its launch Vodafone has been adopting aggressive marketing strategies. Vodafone is the second largest player and share holder in Communication sector. However, Vodafone has been giving tough competition to Bharti Airtel. Bharti Airtel holds the lion share of market of communication sector. Bharti Airtel is the leader in telecommunication sector.Projectsformba.blogspot.com Purpose of comparison The sub main purpose of this reportis to compare the marketing Strategies adopted by Bharti Airtel and its rival Vodafone The comparison shows how both of the companies have been challenging each other to gain market shares. Why comparison with vodafone32. 32.Vodafone making and changing the strategies to capture the market shares Vodafone odafone. Today dealsin every business of communication sector. With a diferenttechnology Vodafone creates its own market. The comparison shows how Hutchison Essar Telecom. Captured22% market share in one month of its frst launch of postpaid subscription in 2002.AD.Projectsformba.blogspot.com33. 33.Geographical segment (metropolitansProjectsformba.blogspot.com Brand positioning by Bharti Airtel Market segmentation &Peopl People age group of 20 to 28 year Target marketing Demographic segment - middle income groupscities India)Businessmen Youngsters in big cities. Poor or middle income group people.e who living in cities and towns.34. 34.Creating brands (Sharukh khanProjectsformba.blogspot.com Positioning &Promotion for study of poor childrens. Ads and promotionsSachin Tendulker)35. 35.Promotion: various schemes for pre-paid and post-paid Product: verities available for various groups Place: maximum outlets and service centers Price: low price strategyProjectsformba.blogspot.com Marketing mix36. 36. Projectsformba.blogspot.comMARKETING STRATEGIES OF VODAFONE.37. 37. Projectsformba.blogspot.comVodafone target the rural IndiaThe main targeted customers of Vodafone are from rural India.By ofering cheap and light mobile sets Vodafone attracts most of the customers of small villagesand towns.Ofering cheap handsetsVodafone ofers cheap and free connections to all customers.The cost for these sets was Rs-799-849-1099set and onward.Free support and servicesIn every district and big towns Vodafone opens its service centers to provide better supportandservices.Strong logistics and supply chainVodafone has a strong logistic and supply all over India.In every small townthe potential customers can easily purchase the Vodafone SIM & Sets.Targeting youngsters in metropolitansVodafone attracts youngsters by ofering colorful handset at very low prices.38. 38. Projectsformba.blogspot.comBRAND POSITIONING BY VODAFONE39. 39.Promotion: various schemes for pre-paid and post-paid Product : verities available for various groups Place : maximum outlets and service centers Price : low price strategy Ads and promotions Marketing mix Creating brands Businessmen Positioning Youngsters in big cities. Poor and middle income groups. People living in small towns and villages. Demographic segment - middle income groups Target marketing Geographical segment (rural India)Projectsformba.blogspot.com Market segmentation40. 40. Projectsformba.blogspot.com Services provided by Bharti Airtel Mobile services with GSM technology Fixed-line connections National and international long distance services VSAT, Internet services and network solutions Broadband services Services provided by Vodafone. mobile services with GSM technology fxed-line telephone services Universal Internetworking VoIP (Voice over Internet Protocol) Interactive Television Visual Communication Broadband Portal Telecommuting 41. 41. Projectsformba.blogspot.com RESEARCH METHODOLOGYAchieving accuracy in any research requires a deep study regarding the subject. The primeobjective of the project is to compare Airtel with the existing competitor (Vodafone) in the marketand the impact of WLL on Airtel.The research methodology adopted is basically based on primary data via which the most recentand accurate piece of frst hand information could be collected. Secondary data has been used tosupport primary data wherever needed.Primary data was collected using the following techniquesQuestionnaire MethodDirect Interview Method andObservation MethodThe main tool used was, thequestionnaire method. Further direct interview method, where a face-to-face formal interview was taken. Lastly observation method has been continuous with thequestionnaire method, as one continuously observes the surrounding environment he works in.42. 42. Projectsformba.blogspot.com Type of Research MethodologyEXPLORATORY:TYPE OF RESEARCH CARRIED OUT WAS EXPLORATORY IN NATURE; THEOBJECTIVE OF SUCH RESEARCH IS TO DETERMINE THE APPROXIMATE AREAWHERE THE DRAWBACK OF THE COMPANY LIES AND ALSO TO IDENTIFY THECOURSE OF ACTION TO SOLVE IT. FOR THIS PURPOSE THE INFORMATION PROVEDUSEFUL FOR GIVING RIGHT SUGGESTION TO THE COMPANY.43. 43. Projectsformba.blogspot.com DATA COLLECTION METHOD THERE TWO TYPE OF METHOD OF DATA COLLECTION. COLLECTION. PRIMARY DATA SECONDARY DATA Primary data was collected using the following techniques Questionnaire Method Direct Interview Method and 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 USED FOR THE RESEARCH WORK WAS PRIMARY IN NATURE. PRIMARY DATA: DATA: PRIMARY 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 15 QUESTIONS. SECONDARY DATA: DATA:44. 44. Projectsformba.blogspot.com 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 COMPANYS INTERNET SITE SOMEOTHER RELEVANT STUDY MATERIAL AND WEBSITES.. SAMPLE UNIT: - JAIPUR & NCR. UNIT: THE RESEARCH PROCESS WAS DONE BY INTERACTING WITH NUMBER OF CUSTOMERS DURINGTHE ACTIVITIES PERFORMED, WHICH INCLUDED, MARKETS, COLD CALLING, CANOPIES, ETC. SAMPLE DESIGN CONSISTS OF RANDOM SAMPLING. SAMPLE SIZE: - 50 PEOPLE SIZE:45. 45. Projectsformba.blogspot.com METHOD OF COLLECTION: - FIELD PROCEDURE FOR GATHERING PRIMARY DATA INCLUDED OBSERVATION AND INTERVIEW SCHEDULE IN WHICH THE QUESTIONNAIRES WERE FILED BY THE INTERVIEWER.PERSONAL INTERVIEWS THROUGH SELF ADMINISTERED SURVEY WAS DONE TO COLLECT THE DATA, MARKET RESEARCH WAS UNDERTAKEN, THAT WAS ACCOMPLISHED BY PERFORMING VARIOUS ACTIVITIES DESIGNED. RESEARCH INSTRUMENT: INSTRUMENT: QUESTIONNAIRE THE QUESTIONNAIRE WAS FORMULATED BY KEEP IN MIND THE FOLLOWING POINTS: - 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.46. 46. Projectsformba.blogspot.com Scope of the study To conduct this research the target population was the mobile users, Who are using GSM technology. Targeted geographic area of Jaipur/ NCR. Sample size of 50 persons was taken. To these 50 people a questionnaire was given, the questionnaire was a combination of both open ended and closed ended questions. The date during which questionnaires were flled. 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 dataUsed to obtain information on, Bhartis history, current issues, policies, procedures etc, whereverrequired. Internet Magazines Newspapers Journals Bharti Circulars Store Bharti News Letters Vodafone Store Vodafone Ministore47. 47. Projectsformba.blogspot.comData analysis AndInterpretation48. 48. Projectsformba.blogspot.com Subscriber numbers in (mn) held by Vodafone and Airtel June-05 Sep-06 Dec-07 Mar-08 Dec-08 Mar-09Airtel 3.19 4.62 5.50 6.54 10.98 14.07Vodafone 1.82 4.19 6.24 7.26 10.45 12.99Source TRAI: 18 16 14 12 10 Airtel 8 Vodafone 6 4 2 0 Dec-06 Jun-05 Dec-05 Jun-06 Jun-07 Dec-07 Jun-08 Dec-08 Jun-09 Dec-09 Jun-10MARKET PLAYERS IN TELE COMMUNICATION49. 49. Projectsformba.blogspot.com Operator Market share Market share Aug05 June10 Bharti Airtel 19.06 22.49 Vodafone 21.81 16.96 Vodafonecomm 17.03 16.01 Idea Cellular 10.45 8.49252015 Bharti Airtel vodafone10 Reliance infocomm Idea Cellular50 Market share Aug05 Market share June1050. 50. Projectsformba.blogspot.comFINDINGS AND ANALYSISAge Group GraphAs we can see from the above graph, the people who are in the age group of 21-28 years are theones who are the maximum users of mobile phones. This segment is the one which givesmaximum business to the mobile operators. This segment constitutes the young executives andother ofce going people. They are 65% of the total people who were interviewed. The next agegroup are thepeople who are 28-35 years old. They are 20% of thetotal. They are those who are at home orhave small business units etc. And the next age group is the youngest generation who are 15-2151. 51. Projectsformba.blogspot.comyears old. They are school and college going students and carry mobile phones to faunt. They are15% of the total interviewed people.Occupation Graph OCCUPATION 10% 15% 20% 55% STUDENTS EXECUTIVES HOUSEHOLDS OTHERSAs the above graph shows that 55% of the total people interviewed are working. So, these peopleare the ones who are the maximum users of mobile phones. They are the young executives,managers, Tele - callers etc. who require mobile for their ofcial purposes. The next category isthe households, who are either housewife, small units which operate from their homes etc. Theyare 20% of the whole. The next segment is the students. They are 15% of the whole. And 10% ofthe whole is categories who are the professionals.52. 52. Projectsformba.blogspot.comService Provider GraphThese are the total market share of mobile user or people captured by the mobile providercompany. There two major company in mobile phone service sector Vodafone and Airtel whorespectively hold the market share with other company as 17% and 20% of total market usersegment of mobile customer.53. 53. Projectsformba.blogspot.comCustomer Service At Airtel Graph CUSTOMER SATISFACTION LEVEL 10% 20%10% 60% FULLY PARTIALLY DISSATISFIED FULLY DISSATISFIEDAs the above graph clearly shows that customer services at Airtel seems poor. 60% of the peopleare dissatisfed with the customer services provided by Airtel. They are the ones who have themaximum share inthe market but they are lagging behind in the customer services. 10% of thepeople were fully dissatisfed with the customer services of Airtel. This could leave an impact onthe mind of the consumer. He can even switch over his brand. 20% of the people seemed partiallysatisfed with the customer services and only 10% seem to be fully satisfed with Airtels customerservices, which is a very small amount.54. 54. Projectsformba.blogspot.comType Of Card GraphCash cards seemed quite popular among the people interviewed. 85% of the total mobile userswere having cash card connections. This means that the cash cards should beeasily and readilyavailable in the local markets. Airtel shouldmake sure that Magic is available in each and everynook and corner of the market. 15% of the people were having sim connections which is theregular bill.55. 55. Projectsformba.blogspot.comMonthly expense graphPeople on an average spend RS 500 per month as their mobile phone expense. 64% people spend Monthly Expense 12% 24% Rs 600 Rs 450 Rs 200 64%this amount. 24% people spend RS 300 per month as their monthly mobile expense. And theremaining 12% had an expense more than RS 1000, they could the ones having sim connections orhaving cash cards and having a lot of business calls on their mobiles.56. 56. Projectsformba.blogspot.comAwareness About WLL GraphWLL seemed to be a new word for many of the people. 45% of the people were not at all aware ofsuch a technology. So, in order to get the answer for this question they were frst explained theconcept. Only, 55% people knew what WLL is all about.57. 57. Projectsformba.blogspot.comAwareness of WLL Players Graph 80% 70% 60% 50% Vodafone 40% Airtel 30% 20% 10% 0%Vodafone was the brand which was popular amongst the interviewed people. As Vodafone haddone so much advertising and has it banners and hoarding spread all over Jaipur. So, this could beone the reasons of its popularity. Tata was hardly a known brand in this new feld. Possibly,because of less promotions done by them as compared to Vodafone.On the basis of analysis of the questionnaire I have found that the maximum no. of people whouse mobile phones is in the age group of 20 to 28. Who are the young executives and other ofcegoers?They spend a maximum of RS 500 as their mobile expense.There is more no. of prepared cards than post paid cards. The mobile users want to spend moneyside by side than to spend money at the end of the month on a big bill.Now when I compared Airtel with its competitor from the point of view of the consumer I foundthat on the basis of Tarif plan, value added services and billing accuracy Airtel is at par or ahead58. 58. Projectsformba.blogspot.comof its competitor but inthe case of customer care and availability they lag behind therecompetitors. As, Airtel has a hold in the market because it has the maximum no. of connections, soit must improve upon it customer services. As far as WLL is concerned people are aware about itbut not many people are aware about Tata. They only know more about Vodafone. People at thispoint of time are not interested to switch over from GSM to WLL59. 59. Projectsformba.blogspot.comCustomer Response towards Questionnaire60. 60.Idea TATA Reliance Vodafone AirtelProjectsformba.blogspot.com Which Brand you, prefermost?61. 61.More than 10 years Consumers response shown in chart for usage 5-10 Years 2-5 Years 0-2 YearsProjectsformba.blogspot.com How long you have been using this Product?62. 62.No 33% YES NO 67% Here are the customer responses about the use of the Airtel product and other product rather than Airtel. in this segment of survey 67 % of customer are aspire with Airtel and 33 % shown interest in other telecom products in urban areas. YesProjectsformba.blogspot.com Are you using other product with Airtel?63. 63. Projectsformba.blogspot.comDo you collect any information search before makingpurchase? 70% 66% 60% 50% 40% 34% information 30% search 20% 10% 0% YES NO64. 64. Projectsformba.blogspot.com SWOT ANALYSIS Strengths Being one of the largest companies in India the company has achieved a degree of focus in its core business of its products. It has a strong brand name, superior quality products and an enviable distribution network. It has a clear and well-defned organization structure and limits of fnancial authority. Increase in advertisement spends afect the companys margins. The companys bottom line falls victim to the bloated and highly paid workforce, which afects its margins. Weakness: Little eforts over the Advertising of products. Distribution channelis not accurately categorized. Premium priced products, hence cant compete in low price segment. No separate strategy for rural market. Opportunities: The companys fnancial performance can receive a major boost from its cost reduction eforts. There is a lot of scope of product andmarket diversifcation. Exports of products will also have huge chances in the coming years. Airtels business has ample scope for gaining market share from the unorganized sector. Rural penetration too holds vast potential to bring about growth.65. 65. Projectsformba.blogspot.com Threats The slowdown in the economy has restricted topline growth of most FMCG majors and for Airtel also it will be difcult to maintain historical growth rates in such a depressed scenario. Companys major raw materials are infuenced by government policies / controls as well as vagaries of the monsoons. Fluctuations in the prices of raw materials would have signifcant impact on costs and margins of the company. Moreover, inordinate hike in Broad Band Internet products would also increases companys production and distribution cost.66. 66. Projectsformba.blogspot.com LIMITATIONSNo project is without limitations and it becomes essential to fgure out the various constraints thatwe underwent during the study. The following points in this direction would add to our totaldeliberations:-1. During the study, on many occasions the respondent groups gave us a cold shoulder.2.The respondents from whom primary data was gathered anytimes displayed completeignorance about the complete branded range, which was being studied.3. Lack of time is the basic limitation in the project.4. Some retailers/whole sellers refuse to cooperate with the queries.5. Some retailers/wholesalers gave biased or incomplete information regarding the study.6. Money played a vital factor in the whole project duration.7. Lack of proper information and experience due to short period of time.8. Some retailers did not answer all the questions or do not have time to answer.67. 67. Projectsformba.blogspot.com SUGGESTIONSFollowing are the few suggestions to AIRTEL for improving the market share and image of theproducts concerned.1. PRODUCT*Modifcation must be brought about in AIRTEL, in terms of quality. Its demand should beincreased.2. PLACE* The brands must be made available easily in, PCO & general stores.3. PROMOTION*Company must undertake extensive promotional activities like advertisements must be releasedin diferent Medias to create brand awareness.*Freesamples should be distributed among the prospects. Sales promotion tools like gifts, contestsand coupons must be given to retailers as well as customers and prospects.* Catalogues should be distributed among customers.4. PRICE* Price should be as competitive as other company maintains* Distribution of new connection should be in reachof customer pocket68. 68. Projectsformba.blogspot.com CONCLUSION After analyzing the fndings of the research, I can conclude that Airtel lagged behind itscompetitors as far as customer service and availability is concerned. The maximum no. of peoplewho use the mobile is in the age group of 20 to 28. Cash cards are the most popular type of mobileconnections,as they are consumer friendly and recharging the connectionis not a problem.Maximum no. of people spends RS 500 on their connections. As Airtel is the only company havingthe maximum no of mobile connections so it must seriously lookinto the loop holes of the existingcustomer service department.As we know that now Airtel has already launched its product with logo Aisi azaadi aur kahanhas already became popular in market. So we can say that in spite of so many competitors in themarket Airtel is having a good position just because every time, it tries its best to understand theneed of its important customers.From the comparison and deep analysis of every aspect of business of both the companies we canconclude that bharti Airtel has to more work in every feld of communication business.It is the time not only to survive but to sustain in the market for a long time.For this Airtel has to work on its all marketing strategies, marketing, promotion, brand image.etc.Airtel has to take Vodafone. Very seriously and update its own strategies from time to time andwhen the need arises.With aggressive marketing strategies Airtel has to target rural India as 70% of population of Indialives in these areas.The other segment may be costumers of all age groups.69. 69. Projectsformba.blogspot.com RECOMMENDATIONS I have made following recommendation to the company after doing the summer training there: The company should modify its credit policy as they only target the cash paying customers who are not easy to trace. The company should emphasis more on the quality of Pharmaceuticals Products it was mostly claimed by the exporters that their receipts from company doesnt matches with the samples quality shown before giving orders. The company should make its marketing strategy fexible enough in order to face competition. The company should keep an eye on the proper delivery of the goods to exporter on time, as it has been recommended by exporters to make the delivery on time. The company rate policy mustbe fexible enough to catch new customers because if company ofers lower price to a new customer then he may continue buy the goods and can be a permanent customer for the company. The company should ofers such rate in the market so that it may able to catch a bigger market shareand it should be able to compete with the local traders and commission agents while having a brand name. The company should take the opinion of exporters from time to time to know what problems they are facing from the companys side. And if any change they require in present supplying condition?70. 70. Projectsformba.blogspot.com BIBLIOGRAPHYIn this project report, while fnalizing and for analyzing quality problem in details the followingBooks, Magazines/Journals and Web Sites have been referred. All the material detailed belowprovides efective help and a guiding layout while designing this text report.Books :Principles of Marketing Philip Kotler & Kevin keller edi. 12Market Research D.D. SharmaResearch Methodology C.R. KothariWebsites: www.Airtelworld.com www.google.com www.india.com www.Vodafone.inhttp://www.blonnet.com/2004/06/26/stories/2004062602180700.htm, Mumbai, June 25, 2004.com/companies/companies_r/Vodafone_infocom/20031104_stop-roaming.htm, 4 November 2003 Domain, Missed Call, at http://www.domainb71. 71. Projectsformba.blogspot.comMagazines:Airtel (2 July to 10 July 2004)Airtel India page of HT paper (Thursday1December 2004)Cowards India (26 December to 4 Jan. 2004)72. 72.Idea Q.2 How long you have been using this Product? TATA Reliance Vodafone Airtel Idea Q. 3 Among them, which Brand you, prefer most? TATA Reliance Vodafone Airtel Idea Q.2 which mobile company services you are using now a days? TATA Reliance Vodafone AirtelProjectsformba.blogspot.com QUESTIONNAIRE Dear Sir/Madam, I Shakun Chugh student of MBA of Sri Balaji College of Engineering and Technology, Jaipur. I am doing my project on Comparative analysis of marketing strategy of Vodafone and Airtel. Please give your precious time for flling these details. Q.1 Name those companies which provide telecom services nowa days?73. 73.Add on features or ergonomics of design Vehicle performance Value for money After sales services and parts, network Price and Discount Brand credibility No Q.8 What are the features you look for in a product before making purchase decision? Give preferences (1-Highest, 6- least) Yes No Q.5 Do you collect any information search before making purchase? Yes More than 10 years Q.3 Areyou using other product instead of Airtel? 5-10 Years 2-5 Years 0-2 YearsProjectsformba.blogspot.com74. 74.Product as per expectation Maintenance After Sale service 24 hrs call center services Q.12 How would you rate Airtel performance as your expectation on 5 points scale (5 Highest?) 1 2 3 4 5 By Camp By Ad Films Customer Care Projectsformba.blogspot.comQ.10 If you have to purchase a new connection or product in near future, which Brand will you go for and why? _________________________________________________ _________________________________________________ _________________________________________________ Q.11 Are you aware of various promotional activities beingrun by Airtel, if yes then how? Are you satisfed with these promotional activities? Very Satisfed Somewhat Not Satisfed Satisfed satisfed 75. 75. Projectsformba.blogspot.comQ.13 What are you suggestions for improving the product quality, service availability and parts availability?