A REPORT

ON
MANAGEMENT
THESIS-I

TITLE: “COMPARITIVE STUDY OF

MARKETING STRATEGIES ADOPTED
BY AIRTEL VIS-À-VIS VODAFONE IN
CHANDRAPUR CITY”

SUBMITTED By
HEMANT KAWLE
(8NBCP056)
INC

1
 A REPORT
ON
MANAGEMENT
THESIS-I

TITLE: “COMPARITIVE STUDY OF

MARKETING STRATEGIES ADOPTED
BY AIRTEL VIS-À-VIS VODAFONE IN
CHANDRAPUR CITY”

SUBMITTED By
HEMANT KAWLE
(8NBCP056)
INC

2
 FINAL REPORT
ON
“MANAGEMENT
THESIS” - I

TITLE: “COMPARITIVE STUDY OF

MARKETING STRATEGIES ADOPTED
BY AIRTEL VIS-À-VIS VODAFONE IN
CHANDRAPUR CITY”

SUBMITTED BY
GUIDED BY

Mr. HEMANT KAWLE

Mr. SARVESH PARANJAPE

ENROLLMENT NO: 8NBCP056

FACULTY GUIDE

INC CHANDRAPUR
(MARKETING)

3
 INC
CHANDRAPUR

A REPORT
ON
“MANAGEMENT THESIS –
I”

SUBMITTED BY

HEMANT KAWLE
8NBCP056
MBA (2008-10)

A Report Submitted in Partial Fulfillment of

the Requirement of
MBA Program
(2008-10)

4
 INC
CHANDRAPUR

DECLARATION

I Mr. Hemant N. Kawle, student of MBA in ICFAI National

College Chandrapur, hereby declare that the completed
dissertation entitled “COMPARITIVE STUDY OF
MARKETING STRATEGIES ADOPTED BY AIRTEL VIS-
À-VIS VODAFONE IN CHANDRAPUR CITY”, have
completed by my own and this is an outcome of my personal
research and this topic is not a copy of any previous research

Mr. Hemant N. Kawle

8NBCP056

5
 MBA (2008-10)

ACKNOWLEDGEMEN
T

Preparing good project is not easy task. Considering the

reality that the idea was convinced nearly before some
days but it has come to its fulfillment just now.

I take the opportunity to thank our principal Mr. , ICFAI

National College Chandrapur, for giving me
opportunity and kind help to complete this dissertation
work.

My first and foremost thanks goes to my Faculty

supervisor Mr. Suravesh Paranjape , who rendered me
help from time to time & provide guidance to me from his
busy schedule. I also thank him for his profound intrest
and precious advice that he has given to me during the
course of completion of this Project Report.

6
I also express my sincere gratitude to all the faculty and
non-teaching staff of ICFAI National College,
Chandrapur, for providing help in preparation of this
Project Report

Mr. HEMANT KAWLE

8NBCP056
MBA (2008-10)

Certificate

This is to certify that the Management Thesis-I titled

“COMPARITIVE STUDY OF MARKETING
STRATEGIES ADOPTED BY AIRTEL VIS-À-
VIS VODAFONE IN CHANDRAPUR CITY”

Submitted by HEMANT KAWLE

Enrollment No: 8NBCP056 during Semester-III
Of the PG Program (class2008-10) embodies

7
 Original work done by him/her

Signature of the faculty supervisor

Name: Sarvesh Paranjape

Faculty : Marketing

INC Chandrapur

CERTIFICATE OF COMPLETION

This to certify that Mr.Hemant N. Kawle is a

student of MBA in ICFAI National College, has
completed his dissertation entitled “COMPARITIVE
STUDY OF MARKETING STRATEGIES ADOPTED BY
AIRTEL VIS-À-VIS VODAFONE IN CHANDRAPUR
CITY”, for period of three month under my guidance.

The Candidate has satisfactorily conducted research for the

presentation of the project. The dissertation is the result of
candidate own work and is of sufficiently high standard to warrant
sits presentation to ICFAI University in the partial fulfillment for
the Master In Business Administration

8
 Mrs.Sarvesh Paranjape
Campus head Faculty supervisor
INC Chandrapur INC Chandrapur

Date:

Place :Chandrapur

Table of contents

TITLE PAGE

A. List of Table & Illustration……………………………

B. Abstract/Summary……………………………………

C. Introduction –Objective & Limitation………………..

D. Research design /Methodology……………………..

E. Review of Literature…………………………………..

F. Empirical Analysis…………………………………….

G. Findings & Suggestion……………………………….

H. Conclusion……………………………………………..

I. Recommendation……………………………………..
9
J. Appendices……………………………………………

K. References……………………………………………..

L. Glossary…………………………………………………

ABBREVIATIONS

 CDMA : Code Division Multiple Access

 DoT : Department of Telecom
 GSM : Global Service for Mobile
 GDP : Gross Domestic Product
 IUC : International Usage Charges
 MCIT : Ministry of Communication and Information
Technology

 SBU : Strategic Business Unit

 TRAI : Telecom Regulatory Authority of India

10
  WLL : Wire Less Line

Abstract/summary

Summery is the essence of the entire report so

let’s discuss about all points one by one in a short
summery

In the list of “List of tables & Illustration” the

entire player has given ie to see the market
potential. Current Subscribers of both the telecom
player in the city. Different response from
customer towards both the telecom player are too
highlight in this section
11
To understand all the short forms of the words
abbreviation has given in “Abbreviations
segment.

The “Objective” of this project is to see the

market scenario and help the organization by
giving some value added information for
generating the business.

“Limitation” is the barrier for our study such as

Time barrier, Irrevalence of data, unusual
responses from the customers

“Research Design of the /Methodology”

means how the data has been collected to see the
market potential. The personnel data was collected
through personal surveys, questionnaire and the
secondary data was collected through various
sources like Internet, journal, magazine & annual
report which is already published.
12
“Review of literature” is the detailed from view
work did in the past by other.

“Empirical Analysis” is the inferences from the

sensitivity Analysis of the research work carried
out.

“Conclusion and Recommendations”

conclusion include overall project result.
Recommendation is nothing but where the
organizations should improved. It is not necessary
to follow all the suggestion which is given.

“Appendices” are the content of an appendix are

essential those which support or elaborate the
matter in the main report.

13
“References” are the sources from where we
took data like any books. Magazines or from
internet

“Glossary” is an explanation of the technical

words used in the report.

Introduction

14
Management Thesis is a Project or research work
for the specified period. We are assigned with
specific research work involving project design,
designing of questionnaire, application of statistical
tools for analysis of data and drawing inferences,
hypothesis thereof and finally culminating in the
preparation of a detailed Management Thesis-I. It
provides value to the corporate.

Management Thesis-I is chosen in the field of

specialization or interest. However, we have to be
sensitive to take up Management Thesis
accordingly. This Thesis provides value and
importance to our career in future.

OBJECTIVES:-
• To make comparative analysis of Airtel and Vodafone
communication
• To compare the Subscriber of Airtel and Vodafone
communication
• To study the marketing strategies adopted by Airtel
and Vodafone communication
• To study the promotional activities adopted by both
telecom player
15
 • To study which player has the competitive edge over
the other
• To study the market scenario of the telecom player
in the city

LIMITATIONS:

Though the present aimed to achieve the above-

mentioned objectives in full earnest and accuracy,
it was hampered due to certain limitation. Some of
the limitation of this study may be summarized as
follows-

Time limitation:
Sample size was limited due to the limited period
of 45 days allocated to the surveys and tabulation
of the data.

Irrelevance of data:
Un-updated data from the internet or from cases
may lead to limitations of my study

16
Other limitations:
Going through various dealer/Retailers in the city
and their responses was time consuming. Getting
accurate responses from the respondent due to
their inherent problem was difficult

INDUSTRY PROFILE:

Telecom Industry is one of the booming sectors in

India, despite of so much slowdown in the Economy
this sector is least affected and still showing
progress. India has a tremendous capacity for the
telecom industry to grow and reach to its optimum.
Indian telecommunication industry is one of the
fastest growing telecom markets in the world. The
mobile sector has grown from around 10 million
subscribers in 2002 to reach 150 million by early
2007-08.registering an average growth of over
90%. The two major reasons that have fuelled this
growth are low tariffs coupled with falling handset
prices.

17
The other reason that has tremendously helped the
telecom industry is the regulatory changes and
reforms that have been pushed for last 10 years by
successive Indian government. According to
Telecom Regulatory Authority of India (TRAI) the
rate of market expansion would increase with
further regulatory and structural reforms. Even
though the fixed line market share has been
dropping consistently, the overall subscribers have
risen to more than 200 million by first quarter of
2007 Where as at end of this fiscal year it has risen
to half billion which is amazed growth in itself with
so much of slowdown across the country and the
world market. This has forced many national
players to diversify their business in to telecom
sector and also with the rise in international player
coming to this sector in a big way.

Currently the Indian Telecommunication market is

valued at around 450,000 crores. Two telecom
player dominate that dominate the GSM market
are Bharti Airtel and Vodafone along with other
player like BSNL (Bharat Sanchar Nigam Limited)
and Idea.

18
The Ministry of Communication and Information
Technology (MCIT) has very aggressive plan to
increase the pace of growth. Most of the expansion
in subscriber is set to occur in rural areas. India’s
rural telephone density has been languishing at
around 2.3%. The industry is also facing the
intensify competition due to the entry of various
new player in to the market including private
player
The life cycle of Telecom industry can be describe
in about 4 stages including it’s position in the
market up to 1994, the reforms brought in after
the regulation of the national telecom policy in
1994, the saver new telecom policy launched in
1999.when the industry crisis and finally it’s status
after the launch of unified license regime till
today’s greatly competitive market. Initially the
industry was governed by some regulated policies
which were heavily influenced by government.
There was a limited base and the corporate values
were also based on the public interest. Up to
1994 ,the telecom sector was thought to be
monopolies sector of government. It was only after
the launch of the National policy of telecom in
1995 that lead to a change in the scene.

19
The value added services provided by the mobile
service operators contribute more than 10% of the
total revenue.

MAJOR PLAYERS IN THE SECTOR

There are three types of players in telecom
services
• State owned companies (BSNL and MTNL)
• Private Indian owned companies (Reliance
Infocomm Tata Teleservices)
• Foreign invested companies(Hutchison - Essar,
Bharti Tele-Ventures, Idea cellular, Spice
communications)

Bharti Airtel has the largest customer base with

31% market share,
followed by Hutch and BSNL with each holding 22%
market share.

20
The 2007 budget has brought further relief to the
customers with the reduction in the tariffs, both
local and long distance, and with slashing down the
roaming rentals. This is likely to lead to even more
people going for cellular services and more and
more use of the value added services.

The leading cellular service providers have the following

number of subscribers:

Service No. of GSM

Provider Subscribers

Reliance 38.76 lakhs

Tata 72 lakhs

Airtel 3.37 crores

MTNL 24.98 lakhs
BSNL 2.44 crores
Vodafone 2.44 crores
Idea 1.3 crores
21
 Spice 25.56 lakhs
BPL 10.62 lakhs
(Maharashtra)
Aircel 48 lakhs

BHARTI:

Establish in 1985, Bharti has been a pioneering

force in the telecom sector with many first and
innovation to its credit, ranging from being the first
mobile service in Delhi, first private basic
telephone service provider in the country. Bharti
Tele Ventures Limited was incorporated for
promoting investment in telecommunications
services across India. Bharti’s operations are
broadly handle by two companies : The Mobility
group, which handles the mobile services in 16
circles out of 23 circles across the country, and
Infotel group which handles the NLD,ILD, fixed line,
broadband and data.

VODAFONE:

22
Vodafone’s presence in India dates back to late
1992, when they worked with local partner to
establish a company licensed to provide mobile
telecommunications services in Mumbai.
Commercial operation began in November 1995.
Between 2000 and March 2004, Hutch acquired
further operator equity interests or operating
licenses. With the completion of the acquisition of
BPL Mobile Cellular Limited in January 2006, it now
provides mobile services in 16 of the 23 defined
license areas across the country. Hutch India has
benefited from rapidly and profitable growth in
recent years. Further with the Acquisition of Hutch
the name change to Vodafone the largest player in
the world market.

RELIANCE COMMUNICATION

Reliance communication offers a complete range of

telecom services, covering mobile and fixed line
telephony including broadband, national and
International long distance services and
applications. Reliance India Mobile, the first
initiatives was launched on December 28,2002.
Reliance Communications plan to extend its efforts
beyond the traditional value chain to develop and
deploy telecom solution for India’s farmer,
23
business, hospitals, government and public sector
organizations. Reliance communication provide
services to 18 of the 23 circles across the country.
It has recently launched the pre-paid services to
have its presence in GSM.

BSNL :

On October 1 2000 the Department of Telecom

Operations, Government of India became a
corporation and was renamed Bharat Sanchar
Nigam Limited(BSNL). BSNL is now India’s Leading
telecommunications Company and the largest
public sector undertaking. It has networked of over
45 million lines covering 5000 towns with over 35
million telephone connections. BSNL Which
became the third operator of GSM mobile services
in most circles is now planning to overtake Bharti
to become the largest GSM operator in the
country . BSNL is the largest operator in the
Internet Market ,with a share of 21 % of the entire
subrcriber base.

MTNL :

24
MTNL was set up on April 1 1986 by the
Government of India to upgrade the quality of
telecom services, expand the telecom network and
introduce new services and to raise revenue for
Telecom development needs of India’s metros. The
Government of India currently holds56.25% stake
in the company. The company focus would be not
only consolidating the gains but also to focus on
new areas of enterprise such as joint ventures foe
project outside India entering in to national long
distance operation, widening the cellular and CDMA
based.

TATA TELESERVICES

Tata Teleservices is a part of the $12 billion Tata

group, which has 93 companies, over 200,000
employee and more than 2.3 million shareholders.
Tata Teleservices provide basic services, using
CDMA technology in six circles. It has over 800,000
subscribers. It has now migrated to unified access
licenses, which enable it to provide fully mobile
services as well.

25
IDEA :

Indian regional operator IDEA cellular Ltd. Has a

new ownership structure and grand design to
become a national player, but in doing so is likely
to become a thorn in the side of Reliance
communications Ltd. IDEA operates in eight
telecom circles or region in western India, and has
received additional GSM licenses to expand its
network in to three circles in Eastern India.

26
Company profile:

• Airtel:
Telecom giant Bharti Airtel is the flagship of Bharti
Enterprises. Airtel comes to you from Bharti Airtel
Limited, India’s largest integrated and the first
private telecom services provider with a footprint
in all the 23 telecom circles. Bharti Airtel since its
inception has been at the forefront of technology
and has steered the course of the telecom sector in
the country with its world class products and
services. The Business at Bharti Airtel have been
structured in to three individual strategic business
units.

Mobile Services: Bharti Airtel offers GSM

mobile services in all the 23 telecom circles of
India and is the largest mobile service provider
in the country, based on the number of
customers.

Enterprise Services: The group focuses on

delivering telecommunications services as an
integrated offering including mobile,
broadband & telephone, national and
27
international long distance and data
connectivity services to corporate, small and
medium scale Enterprises.

Airtel Telemedia Services: The group offers

high speed broadband internet with a best in
class network. With landline services in94 cities
we help you stay in touch with your friends
&family and the world

VODAFONE:

Vodafone Group is a mobile network operator

headquartered in Newbury herkshire, England.
It is the largest mobile telecommunications
network company in the world by turnover and
has a market value of about 84.7 billion pound
(2007). Vodafone currently has equity interests
in 25 countries and Partner Network (Network
in which it has no equity stake) in a further 39
countries.
The name Vodafone comes from Voice data
fone, chosen by the company to “ reflect the
provision of voice and data services over
mobile phones.”

28
The Eight market where it has more than ten
million customers, are the united kingdom,
Germany, India, Italy, Spain, Turkey, Egypt,
and the United States.

29
RESEARCH DESIGN / METHODOLOGY

Methodology:

The objective of the present study were

accomplished by conducting the market research is
the systematic design, collection, analysis, and
reporting of data and finding that are relevant to
different marketing situation facing the industry.
The marketing research process adopted in the
present study consisted of the following stages:-

Defining the problem and the research

objective: The research objectives states
what information is needed to solve the
problem. The objective was to find the
telecom player in the city which creates
impacts on the minds of the customer.

Developing the research plan: Once the

problem is identified, the next step is to
prepare a plan for getting the information
30
 needed for the research. The present study
adopted the exploratory approach wherein
there was a need to gather large amount of
information before making conclusion.

Collection and sources of data: Market

research requires two kinds of data ie
primary data and the secondary data. Being
a media firm, data gathering involved the
usage of both primary and secondary data
though there was much usage of the primary
data only. Well structured questionnaires
were prepared for both the customer as well
as for the retailors. There were personal
surveys with the respondent. The
questionnaires contained both open ended
and close ended questions. Secondary data
was collected from the books .internet,
journals.

Sampling plan:

Sampling area: Chandrapur city

31
Sampling size: 250 respondent
55 retailers

Sampling method: convenience sampling

method

Research methodology: Exploratory

research method

Analyze the collected information: This

involved converting raw data into useful
information. It involved tabulation of data
and using the statistical measures

Report research finding: This phase

marked the culmination of the marketing
research effort. This report with the research
finding is a formal written document. The
research finding and personal experience
were used to propose the recommendation
to develop the product.
32
The important tool is to do the surveys in and
surrounding the city through the method of
questionnaire to check the customer
awareness and develop awareness tools
accordingly.

Strategy:

Collecting data regarding the telecom

players(Airtel, Vodafone) in the city, its
availability its reach among the people in the
city similarly collecting the data regarding the
retailer promotional strategy and promotional
schemes adopted in the city its reach and its
effect on target customer and various other
attributes.

Collecting the data regarding the various

advertisement provided by retailers in the city

33
Analysis of data to come to the particular
result:

For making this research I have taken a sample

of 250 respondents. This respondent belongs
to particular class. Also I took the responses of
65 retailers in the city. For this I have made
two questionnaire one for the respondent and
the other for the retailers.

Finally After the tabulation of data I came to

the conclusion that among which of the market
strategies and promotional schemes are
beneficial to the people in the city

Data collection method:

Primary Data Collection:-

34
 To check the customer satisfaction /feedback, I
used this method that is personal collection of
data. In the form of questionnaire.

Secondary Data Collection:

A data that is being used from the Internet,
journals, magazines, ICFAI books ie already
published by the sources

REVIEW OF LITERATURE

For the completion of my research work which is

titled “COMPARITIVE STUDY OF MARKETING STRATEGIES
AND PROMOTIONAL SCHEMES ADOPTED BY AIRTEL VIS-À-
VIS VODAFONE IN CHANDRAPUR CITY”

. I studied a research which was carried out by my

friend whose project was about HCL INFINET LTD in
the curriculum of Diploma in Business
Management.

35
I have analyzed its content, significance, research
design, and made a qualitative analysis

The project which I made is completely unique and

neither made before nor copied from outside.

EMPIRICAL Analysis

Hypothesis testing:

A λ2 test to see how Retailers (Airtel,

Vodafone) used different media for promotion
of their schemes

The formula used for this is:

36
 λ Σ [(0-E)2/E]
2=

0 = observed frequency in a
particular cell
E = row total x column total
= Expected frequen
N

where, row total = sum of all

frequencies in the row
column total = sum of all
frequencies in the column
N = overall sample size

37
Media Newspaper Television Hoarding Pamphlets Total
Opera
tor
Airtel 8 11 9 2 30
Vodafone 3 6 15 1 25
Total 11 17 24 3 55

Ho (Null hypothesis): There is no association

between advertising media used for promotional
activities and acceptance level of customers

H1: There is significance association between

advertising media used for promotional activities
and acceptance level of customers

Expected Frequency:-
Here the frequency is arranged in the form of 2×4
contingency table. Hence the difference (2-1) × (4-
1) = 1×3=3

Hence we need to compute independently only

three expected frequency and the remaining

38
expected frequency can be obtained by
subtractions from the row & columns table

Under the null hypothesis of Independence:

E (8) = 11x30/55 = 6
E (11) =17x30/55 = 9.27
E (9) = 24x30/55 = 13.09
The table of Expected frequency can be computed
as shown

Media Newspaper Television Hoarding Pamphlets Total

Opera
tor
Airtel 6 9.27 13.09 30-28.36= 30
1.64
Vodafone 11-6= 5 17-9.27= 24-13.09 = 3-1.64 = 25
7.73 10.91 1.36
Total 11 17 24 3 55

39
 Expected frequency:

Under Ho the test statistics are

λ 2=
Σ [(0-E)2/E]

(8-6)2 /6 + (11-9.27)2 /9.27 + (9-13.09)2 /

13.09 + (2-1.64)2 /1.64
+ (3-5)2 /5 + (6-7.73)2 /7.73 + (15-10.91)2 /
10.91 + (1-1.36)2 /1.36

0.695 + 0.892 + 1.743 + 0.912 + 0.91 +

0.792 + 1.897 + 0.987

8.828

40
 As λ 2
Calculated = 8.828

& λ 2 Tabulated for 5% level of significance (4-1) ×

(2-1) = 3= 7.815

Hence λ 2 Calculated > λ 2 Tabulated so we reject

the null hypothesis

Therefore, the null Hypothesis is rejected that is,

There is significance association between
advertising media used for promotional
activities and acceptance level of customers

41
A λ2 test to see how Customers are attracted
towards the different marketing strategies of
their brand (Airtel, Vodafone)

Media Cost Services plans Validity & Total

Opera talk time
tor
Airtel 51 43 23 18 135
Vodafone 38 44 21 12 115
Total 89 87 44 30 250

The formula used for this is:

λ Σ [(0-E)2/E]
2=

42
Ho (Null hypothesis): There is no association
between new marketing strategies and brand
acceptance level of customers

H1: There is significance association between new

marketing strategies and brand acceptance level of
customers.

Expected Frequency:-

Here the frequency is arranged in the form of 2×4

contingency table. Hence the difference (2-1) × (4-
1) = 1×3=3

Hence we need to compute independently only

three expected frequency and the remaining
expected frequency can be obtained by
subtractions from the row & columns table

Under the null hypothesis of Independence:

43
E (51) = 89 x 135 / 250 = 48.06
E (43) = 87 x 135 / 250 = 46.98
E (23) = 44 x 135 / 250 = 23.76

Media Cost Services plans Validity & Total

Opera talk time
tor
Airtel 48.06 46.98 23.76 16.2 135
Vodafone 40.94 40.02 20.24 13.8 115
Total 89 87 44 30 250

The table of Expected frequency can be computed

as shown

Expected frequency

λ Σ [(0-E)2/E]
2=

44
 (51-48.06)2 /48.06 + (43-46.98)2 /46.98
+ (23-23.76)2 /23.76
+ (18-16.2)2 /16.2 + (38-40.94)2 /40.94 +
(44-40.02)2 /40.02
+ (31-20.24)2 /20.24 + (12-13.8)2 /13.8

0.1798 + 0.3731 + 0.5243 + 0.222 + 0.211

+ 0.4158 + 5.72 +
0.2347
7.8807

As λ 2
Calculated = 7.8807

& λ 2 Tabulated for 5% level of significance (4-1) ×

(2-1) = 3= 7.815

Hence λ 2 Calculated > λ 2 Tabulated so we reject

the null hypothesis

45
Therefore , the null Hypothesis is rejected that is ,
there is significant association between marketing
strategies and brand acceptance level of
customers.

FINDINGS

In my management thesis, I have taken the

consideration of sample as 250 customers and 55
retailers of both Airtel and Vodafone.
As per my survey, I have found that in Chandrapur
city there are nearly same amount of retailers of
both the communication. Whereas both telecom
players have separate distributers for the post-paid
connection.

46
All the retailers are dealing with the product such
as new connection of prepaid and post-paid and
recharge vouchers of Airtel & Vodafone.
The retailers have various of options for advertising
their particular telecom players, which gives
maximum benefit to them at lesser investment.

The following chart shows retailers medium for

advertising in the city

16
14
12
10 Newspaper
8 TV
6 Hoardings
4
Pamphlet
2
0
Airtel Vodafone

It has been found that 30 retailers of Airtel,8

of them are using newspapers, 11 retailers
are using TV for advertising,9 retailers used
hoarding as channel of advertising and 2 of
the retailers used pamphlet

47
Whereas 25 retailers survey of Vodafone
gives nearly the same idea, ie 3 of them used
newspapers, 6 of the retailers used TV.
Where most of them used i.e. 15 used
hoardings, and 1 of them uses pamphlet for
advertising.

Airtel strictly believes on corporate level

advertising for being uniformity but they use local
level advertising at less where as Vodafone uses
both corporate levels as local advertising program
for giving tough competition and for penetrating
products.

48
The below graph shows that Airtel is more
acceptable in Chandrapur because of various
plans, schemes and good network coverage i.e.
why 107 customers of Airtel out of 135 are not
ready to switch on to the competitor where as
just28 of them agree to switch on to the
competitor. Whereas Vodafone subscriber to are
not keen to switch on to the competitor because of
extra benefit of talk time and various plan they get.
i.e. 92 customers out 115 are ready to switch to
the competitor whereas 23 are ready to switch to
the competitor.

Representationof switching
customers,iftheyget better service
then present
Yes No

107
92

28 23
0 0
Airtel Vodafone

49
 customerpreferencefor best
marketingactivities

Vodafone
47%
Airtel
53%

The above graph shows the customer preference for best

marketing activities in the city by both the telecom player.
There is intensely high competition between both of them
in marketing. The one player lead by another just by some
margin of percentage.

sourcesof informationabout
services
Airtel Vodafone

0 0 0 0
29 32 31 23

36 48 29 22

Friends TV Newspspers others

50
The above graph states that customers came to know
about the services from the following sources of both the
telecom player. The below line are customers of Airtel
where as the upper part is the customer of Vodafone

The below graph shows that the number of

customers using various of services provided by
their operator where as it also shows the number
of customer who are not using it. The below line
shows the use of various services by the customers
where as the above part is vice versa of it.

51
 CONCLUSION
 The research has proved that Airtel has better
marketing strategies as compared to Vodafone
in the city.

 The research has proved that there is

significant association between advertising
media used, for promotional activities by the
telecom players,

 The research has also proved that there is

association between marketing strategies and
brand acceptance level of customers.

 The subscribers of Airtel are more in the city,

but by the past two month the subscribers of
Vodafone has increased.

52
  Marketing strategy adopted by both the player
are same i.e:- local media, maintaining good
relation with the retailers, catalog.

 The promotional activities of both telecom

players is same i.e. dealers promo.
 In the city Airtel has competitive edge over the
Vodafone due to better service and plans for
the custom
Appendices

FEEDBACK FORM OF CUSTOMERS

NAME :- AGE:-

ADDRESS:-

MOBILE CONNECTION

AIRTEL VODAFONE

1) FROM HOW MANY YEARS, ARE YOU USING THIS PARTICULAR

CONNECTION?

1 2 3 morethan3 4

2) ARE YOU SATISFIED WITH ITS NETWORK & SERVICES THAT IT PROVIDES

YES NO
53
3) YOUR REASON FOR CHOSING THE SERVICES OF CURRENT PROVIDER

a) CONNECTIVITY b) VOICE CLARITY c) COST EFFECTIVNESS d)

VALIDITY AND TAILKTIME e) NETWORK f) OTHER

4) FROM WHERE DID YOU GET THE INFORMATION ABOUT THIS SERVICR
PROVIDER?

a) T.V. b)NEWSPAPERS C)FRIEND & RELATIVES d) OTHER

5) WOULD YOU LIKE TO SHIFT TO ANOTHER MOBILE CONNECTION IF IT GIVES

MORE SERVICES THAN YOUR PRESENT PROVIDER

YES NO

6) ACCORDING TO YOU WHICH COMPANY IS DOING MORE PROMOTION OF

THEIR CONNECTION THAN THE OTHER

a)AIRTEL b)VODAFONE

FEEDBACK FORM FOR RETAILORS

NAME OF ORGANISATION:

NAME OF OWNER :

YEAR OF ESTABLISHMENT:

HOW MANY OUTLETS DO YOU HAVE IN THE CITY?

<75 100>150 150>200 <200

WHICH AMONG THE FOLLOWING MEDIA YOU USED FOR ADVERTISEMENT IN

THE CITY?

NEWSPAPER TV HOARDINGS PAMPHLET

OTHER

DO YOU MAINTAIN THE CUSTOMER DATABASE

YES NO
54
WHAT KIND OF STRATEGY DO YOU OPT FOR INCREASING THE CUSTOMER
CONNECTION

WHAT ARE THE DIFFERENT SCHEMES YOU PROVIDE TO YOUR CUSTOMER

OTHER THAN YOUR COMPETITOR?

HOW CAN YOU SAY YOU HAVE EDGE OVER YOUR COMPETITOR?

Refernces

Books on Marketing Management (ICFAI

Publication)

Company Manual & Broachers

Magazine – Business Today

Magazine – Advertisement
55
www.airtel.com

www.vodafonecommunication.com

www.indianbusinessbuzz.com

www.google.com

www.businessanalysis.com

GLOSSARY

56
Advertising: Paid non –personal communication
with a target market advertising media include
television, radio, newspaper, magazines, billboard
and direct mail

Hypothesis: The marketer’s untested assumption

about the probable solution to the marketing
problem

Questionnaire: It is the set of Questions to be

asked to respondent

Research design: It is the process that needs to

be followed on conducting research

Sample: A portion of a population that represent

the whole in a research study

57
Sampling: It is the process of selecting a
representative from the population which
determine the characteristics of whole population

Secondary Data: It is the data that has been

already collected previously. It can be obtained
from magazine, journal, online articles and so on

Survey: It is a research technique used to gather

information from sample of respondent by asking
questions

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