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SYNOPSIS

ON A COMPARATIVE STUDY ON MARKETING PRACTICES AT INDIAN TELECOM INDUSTRY-VODAFONE & AIRTEL

Submitted for partial fulfillment for the award of the degree

MASTER OF BUSINESS ADMINISTRATION


(MBA 2012-2014)

UNDER THE SUPERVISION OF Dr. Anu Nagpal Assistant Professor

SUBMITTED BY: Neha Dhall (01919103912)

GITARATTAN INTERNATIONAL BUSINESS SCHOOL


(Affiliated to Guru Gobind Singh Indraprastha University) Rohini, New Delhi-110085 (2012-2014)

1.1 TITLE OF PROJECT


A Comparative Study on marketing practices at indian telecom industry - Vodafone and Airtel.

1.2 INTRODUCTION OF THE ORGANISATION


The Indian Telecom Sector is controlled by the state. The Department of Telecommunications (DoT), reporting to the Ministry of Communications (MoC) is the key body for policy issues and regulation, apart from being a basic service provider to rest of country. By an act of Parliament, the Telecom Regulatory Authority of India (TRAI) was formed to be the regulatory agency. Airtel 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 of subscribers. Bharti Airtel owns the Airtel brand and provides the following services under 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 Consulting for corporates). It has presence in all 23 circles of the country and covers 71% of the current population (as of FY07). Vodafone Essar, previously Hutchison Essar is a cellular operator in India that covers 16 telecom circles in India. Despite the official name being Vodafone Essar, its products are simply branded Vodafone. It offers both prepaid and postpaid GSM cellular phone coverage throughout India and is especially strong in the major metros. Vodafone Essar provides 2G services based on 900 MHz and 1800 MHz digital GSM technology, offering voice and data services in 16 of the country's 23 license areas and 3G services also. The research will be done to study the marketing practices of these organisations.

1.3 SCOPE & OBJECTIVES

1.3.1 Scope of the study The research is undertaken to gain insight into the marketing practices of Airtel and Vodafone. Here the interest was to compare the competitive marketing practices used by Vodafone and Airtel. To find out the effect of these marketing practices on customers and customers preferences while using telecom services. To conduct this research the target population was the mobile users who are using GSM technology. Targeted geographic area of Delhi/ NCR. Sample size of 100 persons

was taken. To do the comparative research of the marketing practices of Indian Telecom Industry, two of the reputed telecommunication service providers- Vodafone and Airtel were selected as samples for the study. 1.3.2 Objectives of the study

1. To study the competitive marketing strategies adopted by Vodafone and Airtel. 2. To identify the difference between the market performance of Vodafone and Airtel. 3. To study consumer preferences. 4. To study the level of customer satisfaction in Vodafone and Airtel.

1.4 RESEARCH METHODOLOGY


Research Design Population/ Universe Sample Size Sampling Technique Project Approach Instrument Used Data Type Statistical Tools Employed Tools Exploratory Individuals Residing in Delhi and NCR 100 Convenience Survey Method Standard Structured Questionnaire Primary and Secondary ONE WAY ANNOVA & Factor Analysis SPSS, Microsoft Excel
Table 1.1 Research Methodology Framework

1.4.1 Research Design: Research Design employed for the study shall be exploratory in nature. This type of research design relies on reviewing literature or qualitative approaches like discussions with the consumers/employees. It requires gathering facts and data about the research problem.

1.4.2 Sample

1.4.2.1 Sample Size: Sample size represent the subset of the population. A small segment is selected from the population and research is done on it. The sample size of 100 individuals is taken.

1.4.2.2 Sampling technique: Convenience sampling is done to select the respondents due to time constraint and ease of the study.

1.4.3 Data sources

1.4.3.1 Primary Data A standard structured questionnaire has been used to carry out this study. The questionnaire was given to the customers using Vodafone and Airtel telecommunication services.

1.4.3.2 Secondary Data The secondary data will be collected from Journals, Research Papers, Books, magazines and databases like EBSCO, JGATE, DELNET. The questionnaire was given to the customers using Vodafone and Airtel telecommunication services.

1.5 Statistical Tools Employed

ANOVA will be used to study the relationship between different attributes (quality, price, risk, packaging and image). The interpretation of respondents attitude with respect to mean (attitude) will be calculated in ANOVA.

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