Beruflich Dokumente
Kultur Dokumente
ON
IMPACT OF COMMUNICATION ON
SERVICES BRAND EVALUATION IN
AIRTEL MOBILE
Submitted for the partial fulfilment for the award
Of
Bachelor of Business Administration from
Chaudhary Charan Singh University, Meerut
2012-15
Submitted To:
SHANTI INSTITUTE OF TECHNOLOGY MEERUT
Submitted
By:Mr.RAHULSHARMA
(H.O.D,ofBBA,Dept)
MANSI
BBAVISEM
Roll No. 3396518
DEPARTMENT OF MANAGEMENT
SHANTI INSTITUTE OF TECHNOLOGY MEERUT
BATCH-2012-15
ACKNOWLEDGEMENT
I am really appreciative to this organization (Airtel Family, including all employees) for full
co-operation, support and motivation that helped me a lot in completing my project here.
MANSI
BBA VI SEM
Roll No. 3396518
DECLARATION
I MANSI Student of BBA- VI Sem declare that the project entitled Impact Of
Communication On Services Brand Evaluation Submitted to Project Guide Mr. Rahul
Sharma H.O.D., BBA Department , SIT Meerut is my original work, Submitted to CCS,
University, Meerut done by me, during my Training.
MANSI
BBA VI SEM
Roll No. 3396518
PREFACE
Its a thing of massive gratification for me to present this Report on the topic
IMPACT OF COMMUNICATION ON SERVICES BRAND EVALUATION
completed in an unrivaled organization Communication.
Mobile telephony adoption is on the rise and recent technological innovations have
dramatically enhanced the capabilities of the wireless telephone. Leveraging the power of
these new capabilities, various business sectors are working together to offer a wide array of
services. Each sector is looking for the next "killer application," yet we are still learning
about people's information and communication needs while "on the go."
I know that even in the areas in which I have a little knowledge, I do not know
enough. There are new tasks in these areas for which I am not yet equipped with tested,
proven approaches and tools. New areas of challenge and new technology problems has
arisen, where I have done little work so far and where I have so far only ignorance rather than
even a modicum of knowledge.
TABLE OF CONTENTS
1. Introduction
5-24
56-55
3. Company Profile
25-54
4. Research Methodology
57-67
5. Data analysis
68-76
6. Findings
77-78
7. Conclusion
84-86
8. Limitations
79
80-83
10. Bibliography
87-88
11. Appendix
89-94
Questionnaire
INTRODUCTION
TELECOM HISTORY SINCE 1842 TILL NOW..
With the dramatic changes in interpersonal communication over the past
decade, Internet messaging has emerged as the primary medium for transferring
information quickly, inexpensively, and reliably. However, the growing popularity of
wireless telephones has added another dimension to the communications equation
mobility. As more Indians rely on cellular communication, this market is expected to
see explosive growth over the forecast period.
Lets have a review of telecommunication History:Telecom history
1842: Wireless by conduction
1843: Early electromagnetic research, wireless by induction
1865: Induction and Dr. Loomis
worked on different electrical problems in the next ten years, eventually publishing his
results on induction in 1831.
Joseph Henry - 1797 to 1878
In 1830 the great American scientist Professor Joseph Henry transmitted the
first practical electrical signal; showing that electromagnetism could do more than just
create current or pick up heavy weights -- it could communicate. In a stunning
demonstration in his Albany Academy classroom, Henry created the forerunner of the
telegraph. While Henry did not pursue electrical signaling, he did help someone who
did. And that man was Samuel Finley Breese Morse.
In 1837 Samuel Morse invented the first practical telegraph, applied for its
patent in 1838 and was finally granted it in 1848. Joseph Henry helped Morse build a
telegraph relay or repeater that allowed long distance operation. The telegraph brought
the country closer and eventually the world. Morse also experimented with wireless,
not by passing signals though the atmosphere but through the earth and water. Without
a cable.
Wireless by conduction
On October 18, 1842, Morse laid wires between Governor's Island and
Castle Garden, New York, a distance of about a mile. Part of that circuit was under
water. But before he could complete this demonstration a passing ship pulled up his
cable, ending it seemed, his
experiment. Undaunted, Morse proceeded without the cable, passing his telegraph
signals through the water itself. This is wireless by conduction.
Over the next thirty years most inventors and developers concentrated on
wire line telegraphy, that is, conventional telegraphy carried over wires suspended on
poles. Few tinkered exclusively with wireless since a basic radio theory had not yet
been worked out. Telegraphy, however, did produce a good understanding of wireless
by induction since wires ran parallel to each other and often induced rogue currents into
other lines.
10
intently listening for the clicking produced by his clockwork transmitter, gradually
diminishing until it no longer could be heard.
Alexander Graham Bell was the man who invented the telephone and made
the first call on a wired telephone to Thomas Watson. Bell was also first with radio.
Marconi established the first successful radio system. In 1901, his radiotelegraph system sent signals across the Atlantic Ocean. Ships were the first wireless
mobile platforms. In 1901 Marconi placed a radio aboard a Thorny croft steampowered truck, thus producing the first land-based wireless mobile transmitting data,
not voice.
In December 24, 1906, Reginald Fessenden accomplished the first radio
bandwave communication of human speech over a distance of 11 miles, from Brant
Rock, Massachusetts, to ships in the Atlantic Ocean. Radio was no longer limited to
telegraph codes, no longer just a wireless telegraph, but a means of verbal
communication.
12
Around the same time, the triode tube was developed, allowing far greater
signal strength to be developed both for wireline and wireless telephony. No longer
passive like a crystal set, a triode was powered by an external source, which provided
much better reception and volume.
In 1919, three firms came together to develop a wireless company that one
day would have a reach across the globe. Heavy equipment maker ASEA, boiler and
gas equipment maker AGA and telephone manufacturer LM Ericsson, formed SRA
Radio, the forerunner of Ericsson's radio division.
13
The Europeans realized this early on, and in 1982, the Conference of
European Posts and Telegraphs (CEPT) form a study group called the Group Special
Mobile (GSM) to study and develop a pan-European public land mobile system. The
proposed system had to meet certain criteria, which included:
15
The original French name Groupe Spciale Mobile was changed to Global System for
Mobile communications; but the original GSM acronym remains.
GSM specifications were drafted.
1989 1998
In
1989,
GSM
responsibility
was
transferred
to
the
European
The developers of GSM chose an unproven (at that time) digital system, as
opposed to the then standard analog cellular systems like AMPS in the United States
and TACS in the United Kingdom. They had faith in the advancements in compression
algorithms and digital signal processors to allow the fulfillment of the original criteria
and the continual improvement of the system in terms of quality and cost.
1990
Phase 1 GSM 900 specifications were frozen
DCS adaptation started.
Validation systems implemented.
16
1991
First GSM specification was demonstrated.
DCS specifications were frozen.
GSM World Congress at Nice had 690 participants.
1992
January - The first GSM network operator was Oy Radiolinja Ab in Finland.
December 1992 - 13 networks were on air in 7 areas.
GSM World Congress at Berlin had 630 participants.
1993
GSM was demonstrated for the first time in Africa at Telkom '93 in Cape Town.
Roaming agreements between several operators were established.
By December 1993, 32 networks were on air in 18 areas.
GSM World Congress at Lisbon progressed with 760 participants.
Telkom '93 was held in Cape Town. First GSM systems were shown.
1994
First GSM networks in Africa were launched in South Africa.
Phase 2 data /fax bearer services were launched.
Vodacom became the first GSM network in the world to implement data/fax.
GSM World Congress at Athens drew 780 participants.
17
1995
GSM MOU was formally registered as an association registered in Switzerland with
156 members from 86 areas.
GSM World Congress at Madrid attracted 1400 participants.
December 1995 - 117 networks were on air in 69 areas.
Fax, Data and SMS roaming started.
GSM phase 2 standardisation was completed, including adaptation for PCS 1900.
First PCS 1900 network was shown live 'on air' in the USA.
Telecom '95, Geneva -- Nokia shows 33.6 kbps multimedia data via GSM.
Namibia goes on-line.
Ericsson 337 wins GSM phone of the year.
US FCC auctioned off PCS licenses.
1996
December 1996 - 120 networks were on air in 84 areas.
GSM World Congress was held in Cannes.
GSM MOU Plenary was held in Atlanta GA, USA.
8K SIM was launched.
Pre-paid GSM SIM cards were launched.
Bundled billing was introduced in South Africa.
Libya goes on-line.
Option International launches the world's first GSM/Fixed-line modem.
18
2001
Feb -- GSM Conference held in Cannes.
By May 2001 there were 500m GSM 900/1800/1900 users worldwide.
16 billion SMS messages were sent in April 2001.
By April, 500 million people are GSM users.
19
20
Individual customization
An important trend in our society is agility or mass individualization. Consumer
behavior is much more volatile, much less predictable and increasingly concerned with
instant gratification. The expectation is that in due course this trend towards
individualization will become a more important factor in the emerging markets too,
particularly in the urban areas. As well as setting quality standards for products, this
attitude also demands delivery at the right time and in the right place. At any moment,
wherever the consumer may be, it has to be possible to satisfy his or her requirements;
it is a question of the consumer as a "moving target" and how we can increase our
chances of "scoring a hit".
In modern thinking about categories of consumers, every consumer has
something of this instant consumer in his or her make-up, alongside other possible
descriptions, such as "rational", "social" and "responsible". What's more, this can vary
according to the product category. One moment, moreover, this instant consumer will
be demanding products on the basis of flavor, convenience or cheapness, and in the
next breath will be voicing concerns about the environment, animal welfare or his or
her own health. The likelihood is that in the long term health, the environment and
animal welfare will be significant factors in the concept of quality, as safety already is.
Changes in consumption patterns are an important factor in this development.
While the retail trade is evolving from supermarket to household service provider in
response to mass individualization, consumers are increasingly also obtaining their
21
food through other outlets: company canteens, take-away meals, snack bars, old
people's homes etc. "Young couples" in Europe are rapidly moving towards the
situation that already exists in the United States, where 50% of the food consumed is
prepared outside the home. This places different demands on products in terms of
keeping qualities (shelf life), convenience and presentation.
Consumer-driven technology development
These trends in the market and among consumers generate a demand for a more
differentiated and more rapidly changing product range and also call for a different
approach to technology development (dedicated production systems). In the future
there will have to be product development that takes the dynamic of the market and the
divergent wishes of the consumers as its starting point and uses the technologies of the
future: biotechnology, separations technology, sensor technology and modern
information technology (IT). To achieve this, product development will have to be
tackled in a more structured way, and knowledge deriving from different areas of
research will have to be integrated more effectively. The development of sensor
technology in the agro sector, for instance, requires the integration of materials
technology, biotechnology and process technology. New scientific developments also
provide interfaces through which the sector may respond to wishes relating to health:
both the information about genetic aspects and the new insights into bioactive
components - substances that, in low concentrations, affect human health - offer
interesting prospects of made-to-measure food!
22
In the future, "made-to-measure food" will also mean "food produced in a way
that the public finds socially acceptable". Such aspects as the environment, animal
welfare etc. will play a major role. This will have to be specifically taken into account
in the development of technology.
From chains to flexible networks
As well as imposing requirements in terms of technology development, trends
such as mass individualization call for a responsive answer to a sharply fluctuating
market demand. This places considerable demands on the organization of agricultural
production chains. The full vertical integration of links in a chain can mean a loss of
flexibility. It would appear to be more efficient to opt for a continuation of the
development of the chain concept; leading to responsive networks that combine the
advantage of co-ordination with the flexibility of more loosely linked organizations.
These independent organizations work closely together in the flow of goods along the
chain in order to achieve the desired "customer value" at the lowest possible cost.
23
24
25
COMPANY PROFILE
Airtel comes to you from Bharti Cellular Limited - a part of the biggest private
integrated telecom conglomerate, Bharti Enterprises.
Bharti provides a range of telecom services, which include Cellular, Basic,
Internet and recently introduced National Long Distance. Bharti also manufactures and
exports telephone terminals and cordless phones. Apart from being the largest
manufacturer of telephone instruments in India, it is also the first company to export its
products to the USA. Bharti is the leading cellular service provider, with a footprint in
15 states covering all four metros and more than 7 million satisfied customers.
VISION:
To make mobile communications a way of life and be the customers' first choice.
MISSION:
We will meet the mobile communication needs of our customers through:
Error- free service delivery
Innovative products and services
Cost efficiency
Unified Messaging Solutions
CORE VALUE:
We will delight our customer with our simplicity, speed & innovation.
We will honours our commitment.
We will follow the highest standard of professional integrity & behaviour.
We will respect individual, build winning teams and lead by example.
We will create a fun filled and friendly workplace.
26
The Indian mobile market, according to the COAI, has increased from approximately
1.2 million subscribers as of March 31, 1999 to approximately 29.21 million
subscribers as of June 30, 2004.
Despite this rapid growth, the mobile penetration rate in India, at approximately 2.8%
as of June 30, 2004, is significantly lower than the average mobile penetration rate in
other Asian and international markets.
The number of mobile subscribers in India is expected to show rapid growth over the
next four years. By 2006 it is projected at 50 million by COAI and 44 million by
Gartner.
Bharti Tele-Ventures believes that the demand for mobile services in India will continue
to grow rapidly as a result of the following factors:
Bharti Tele-Ventures, through its subsidiary has the licenses to provide GSM services in
all the twenty-two telecom circles in India. It proposes to consolidate all its subsidiaries
providing mobile services under Bharti Cellular Limited.
As of June 30, 2004, approximately 92% of India's total mobile subscriber market
resided in the Company's sixteen mobile circles, which collectively covered only 56%
of India's land mass.
Mobile Footprint
The map below depicts the location of, and provides certain information for, Bharti
Tele-Ventures' existing mobile circles in India:
27
28
Source:
(1) Population estimates are as per National Census, 2001 and are as of March 1, 2001.
The population for Uttar Pradesh (West) circle is approximately 37% of the total
population for the state of Uttar Pradesh.
(2) Mobile subscriber statistics are as of June 30, 2004 and are based on data released
by COAI. Mobile market size comprises the total number of mobile subscribers of all
the service providers in a circle.
(3) Demographics of Maharashtra and Tamil Nadu do not include demographics of
state capitals (metros) Mumbai and Chennai respectively.
(4) Demographics of Haryana does not include Faridabad & Gurgaon as they are
included in Delhi & NCR. Similarly demographics of Uttar Pradesh (West) &
Uttaranchal does not include Noida & Meerut as they are included in Delhi NCR.
The significant growth in the Company's mobile business has been through a
combination of organic growth and acquisitions of additional licenses and has been
summarized below. The information given below is for the total market and is not
representative of our market share or network coverage.
Andhra
3) Comprises the circles of Delhi, Himachal Pradesh, Karnataka, Andhra Pradesh and
Chennai.
4) Comprises the sixteen operational circles of Bharti Tele-Ventures.
5) Based on data released by the COAI on the total number of persons subscribing to
mobile services in our licensed areas.
Mobile Strategy
29
Use the experience it has gained from operating its existing mobile networks to
develop and operate other mobile networks in India and to share the expertise
across all of its existing and new circles.
Provide affordable tariff plans to suit each segment of the market with a view to
expand the reach, thereby increasing the mobile customer base rapidly.
Industry additions were up from the last month's 12.71 Lacks to 13.69 Lacs this
month. In percentage terms, this translates to a increase of 8 % in net adds over last
month.
The number of subscribers moved up from 21.99 Mn at the end of Dec-03 to 23.36
Mn at the end of Jan-04, a growth of 6.22 %.
All India monthly growth in subscriber numbers was 6.13 %. The growth
elsewhere was :
Metros 5.28 %
A circles 6.22 %
B circles 7.75 %
C circles 3.43 %
All Circles Total 6.67 %
Airtel 6.39 %
B Circle category has shown the highest growth in subscriber base on an
individual basis this month.
30
all to serve
Move your mouse over any service from the following menu to get a brief description
on what it is all about.
SMS
Astrology
Music Messaging
Ring tones
Dial-a-Ring tone
Logos
Blinking SMS
Flash SMS
Jokes
Love Logos
Caller Line
Identification
Voice Mail
Itemised Billing
Inquiry Services
Picture Messages
Yahoo Dating
Yahoo! Mail
Yahoo Messenger
Group Messaging
Mobile Banking
News Updates
31
Idea Cellular antecedents date back to 1995, when the Aditya Birla Group and AT&T (through Birla
AT&T Communications Maharashtra & Gujarat circle) and the Tata Group (through Tata
Cellular - Andhra Pradesh circle) set up cellular networks. Both the above company was amongst
the first company to commercially start operation in circles other than metros and achieve
financial closure in Indian Telecom industry.
In the year 2000, the historic path-breaking merger of Tata Cellular with Birla AT&T
Communications and the subsequent acquisition of RPG Cellular - (Madhya Pradesh circle) in the
year 2001 - helped take the company to aim even further and led to the formation of Birla Tata
AT&T Limited.
In year 2001, company won fourth cellular license for Delhi metro circle and in year 2002 company
introduced common brand "Idea" and changed the name to IDEA Cellular Limited.
Since then, there has been no looking back for IDEA Cellular. The company launches Delhi
operations in year 2002 and added a record 100,000 subscriber within one month of launch.
In 2003, the company achieved the largest financial closure in Indian Telecom for its entire circle. In
2004, the company entered into definitive agreement to acquire Escotel Mobile Communications
(existing operator in Haryana, Kerala and UP(W)) and Escorts Telecommunications (cellular
licensee holder for UP(E), Himachal Pradesh and Rajasthan).
Today, Idea Cellular is a part of the Aditya Birla Group. The group is India's first truly multinational
corporation. Global in vision, rooted in Indian values, the group is driven by a performance ethic
pegged on value creation for its multiple stakeholders.
IDEA Cellular Ltd. Corporate Profile:An IDEA which has turned two
It was just two years ago in the year 2002 when three big entities, each one with a distinct knack for
business, having a reputation of being one of the most admired corporates in their domains
Tata, Birla & AT&T joined hands and an IDEA was born. Even before IDEA celebrated its 2nd
32
birthday, it made its presence in the annals of Indian telecom by concluding the largest ever
acquisition in Indian wireless industry when it acquired Escotel.
With the Escotel acquisition, IDEAs footprint now covers around 60% of Indias population and over
65% of the potential telecom-market. And IDEA has leapfrogged to become a national player
having its presence in 11 circles across the country. IDEA is also the only company with one of its
circle having crossed One Million subscriber mark barring the metro markets.
An IDEA of Customer-Focus
Ahead of the numbers, market shares, revenues, profits, technologies, marketing, advertising,
footprint, investment, growth, and whatever it takes to run a successful telecom business, remains
a single idea of providing an ultimate customer service that creates a happy, satisfied and loyal
base of customers. Therefore, customer service is an utmost priority for everyone at IDEA and
becomes the single most important driving force gushing through the arteries, veins and the
nervous system of the company. Be it the people or the technology at the call centre or any other
entity within the system, it is solely geared to ensure the highest level of customer satisfaction.
IDEA covers over 3,660 small and major towns & villages along with a total highway connectivity of
over 6,000 kilometers. Today, there are over 380 IDEA n U outlets and Idea shops and a wellentrenched network of over 44,000 retailers and dealers across the country. Each circle with its
own dedicated call centre with a single call resolution approach towards the customer is a unique
effort provided by any operator.
Idea offers roaming across 200 networks in India and across the world, two way pre-paid roaming is
also available to customers while roaming in India, Customers can stay connected internationally
by receiving calls and sending and receiving SMS.
33
34
launch it. The Company has already started deploying EDGE ready networks, which would
provide a platform for offering innovative and the latest services to keep the customer experience
one-step ahead of the competition. Not the least important element of the technology is the
enduring partnerships IDEA enjoys with the GSM champions, Ericsson and Nokia, transmission
equipment makers, Alcatel and billing systems providers, SchlumbergerSema etc.
An IDEA of People
It is people who make the organization. With a clear focus on professionalism, highly skilled and
trained manpower of superior quality, IDEA today boasts of strength of around 1700 employees.
Most of them have come from reputed management and technical institutions from around the
country.
Management graduates, engineers, teams of support staff what all of them have in common at
IDEA is a vivacious, youthful, energetic, and a positive attitude at work. With the average age of
35
An IDEA of Growth
IDEA is an original licensee in seven of the eight circles with frequency and other advantages and is
expanding the number of subscribers by adopting a mass-market strategy. IDEA firmly believes
that cellular services will continue to grow in popularity among masses hence the focus would be
on growing the base of pre-paid customers and attracting and retaining the quality post-paid
subscribers.
Since its inception IDEA Cellular has been a fabulous growth story. Idea is the fastest growing GSM
operator in its area of operations. The growth rate in the last 6 months has been 85% in its area of
operations as against 84% of all operators in the same area of operations. The company is now
cash positive, and is expected be profit positive in the financial year 04-05.
An IDEA of Finance
IDEA has invested as much as Rs. 52,000 million in its existing 5 circles. IDEA Cellular has been
blessed with the support of its bankers and a clean capital structure where the sponsors have
directly contributed equity of around Rs 23,000 million. Its recent financial closure with a project
cost of Rs. 5,000 crores was the largest ever in the Indian telecom history.
An IDEA of Awards and Recognitions
IDEA owing to its innovation, excellent customer service and superior quality of service has been
endorsed by various industry authorities by several awards and recognitions. Some of them are as
follows:
Golden Peacock Innovative Product / Service award in the communication sector from the
Government of India for implementation of the M-coupon product in the Delhi Circle in 2003;
Madhya Pradesh circle was rated number one operator twice in two consecutive surveys of Quality
of Service (QOS) conducted by TRAI in August 2002 and March 2003
Chosen as the winner of the award Indira Award for Marketing Excellence for being the highest
recalled brand in the year 2003
Ranked second in overall user satisfaction by the Voice & Data IDC Mobile Users Satisfaction
Survey, October 2003, which was based on parameters like network availability and performance,
customer care, value added services, pre-sales and sales effort, and billing.
36
37
Vodafone Group
In 1982 Racal Electronics plc's subsidiary Racal Strategic Radio Ltd. won one of two UK
cellular telephone network licences; the other going to British Telecom
[4][5]
The network,
known as Racal Vodafone was 80% owned by Racal, with Millicom and the Hambros
Technology Trust owning 15% and 5% respectively. Vodafone was launched on 1
January 1985. Racal Strategic Radio was renamed Racal Telecommunications Group
[6]
Limited in 1985. On 29 December 1986 Racal Electronics bought out the minority
[5]
[7]
In September 1988 the company was again renamed Racal Telecom and on 26 October
1988 Racal Electronics floated 20% of the company. The flotation valued Racal
Telecom at GB1.7 billion. On 16 September 1991 Racal Telecom was demerged from
[8]
[9]
In July 1996 Vodafone acquired the two thirds of Talkland it did not already own for
30.6 million.
Peoples Phone
[10]
[11]
[12]
In 1997 Vodafone introduced its Speechmark logo, as it is a quotation mark in a circle; the
O's in the Vodafone logotype are opening and closing quotation marks, suggesting
conversation.
On 29 June 1999 Vodafone completed its purchase of AirTouch Communications, Inc. and
changed its name to Vodafone Airtouch plc. Trading of the new company commenced
on 30 June 1999.
Mobilfunk.[14]
[13]
38
On 21 September 1999 Vodafone agreed to merge its U.S. wireless assets with those of
Bell Atlantic Corp
[15]
In November 1999 Vodafone made an unsolicited bid for Mannesmann, which was
rejected. Vodafone's interest in Mannesmann had been increased by the latter's purchase
of Orange, the UK mobile operator.
[16]
into the UK broke a "gentleman's agreement" not to compete in each other's home
territory.
[17]
[17]
was subsequently broken up and all manufacturing related operations sold off.
On 28 July 2000 the Company reverted to its former name, Vodafone Group Plc. In
April 2001 the first 3G voice call was made on Vodafone United Kingdom's 3G
network.
39
Eircell,
then part of
eircom
in
Ireland,
and rebranded it as
Vodafone's
multinational
business to business
section of Vodafone
group, and acts like an operating country (such as for example Vodafone UK). Devices
and services available in any operating country, are available to Global Enterprise
customers in the same country, and so Vodafone Global Enterprise are able to offer a
wide range of products. Vodafone Global Enterprise have a presence in over 65
countries and this number is expected to grow in future, as with the recent aqcuisition
40
of
Ghana Telecom.
Newbury,
London,
remain in Newbury.
Nick Jeffery leads Vodafone Global Enterprise. He led the creation of Vodafone Global
Enterprise in 2007 and continues to define the
strategy
41
Europe
Networks in Europe
Majority-owned Minority-owned
No Ownership
Albania
France
Austria
Belgium
Czech Republic
Poland
Bulgaria
Channel Islands
Germany
Croatia
Cyprus
Greece
Denmark
Estonia
Hungary
Finland
Faroe Islands
Ireland
Iceland
Latvia
Italy
Lithuania
Luxembourg
Malta
Rep. of Macedonia
Norway
Netherlands
Russia
Serbia
Northern Cyprus
Slovenia
Sweden
Portugal
Switzerland
Ukraine
Romania
42
Spain
Turkey
UK
In February 2002 Finland was added into the mobile community, as Radiolinja is
signed as a Partner Network. Radiolinja later changed its named to Elisa. Later that year
the Company rebranded Japan's J-sky mobile internet service as Vodafone live! and on 3
December 2002 the Vodafone brand was introduced in the Estonian market with
signing of a Partner Network Agreement with Radiolinja (Eesti). Radiolinja (Eesti)
later changed its name to Elisa.
On 7 January 2003 the Company signed a group-wide Partner agreement with mobilkom
Austria.
As a result, Austria, Croatia, and Slovenia were added to the community. In April
2003 Og Vodafone was introduced in the Icelandic market and in May 2003 Vodafone Italy
(Omnitel Pronto-Italia) was rebranded Vodafone Italy. On 21 July 2003 Lithuania was
added to the community, with the signing of a Partner Network agreement with Bit.
In February 2004 Vodafone signed a Partner Network Agreement with Luxembourg's
LuxGSM and a Partner Network Agreement with Cyta of Cyprus. Cyta agreed to
rename its mobile phone operations to Cytamobile-Vodafone. In April 2004 the
Company purchased Singlepoint airtime provider from John Caudwell (Caudwell
Group) and approx 1.5million customers onto its base for 405million, adding sites in
Stoke on Trent (England) to existing sites in Newbury (HQ), Birmingham, Warrington
and Banbury. In November 2004 Vodafone introduced 3G services into Europe.
In June 2005 the Company increased its participation in Romania's Connex to 99% and
also bought the Czech mobile operator Oskar. On 1 July 2005 Oskar of the Czech
Republic was rebranded as Oskar-Vodafone. Later that year on 17 October 2005
Vodafone Portugal
launched a revised logo, using new text designed by Dalton Maag, and a
3D version of the Speechmark logo, but still retaining a red background and white
writing (or vice versa). Also, various operating companies started to drop the use of the
43
SIM card pattern in the company logo. (The rebranding of Oskar-Vodafone and
Connex-Vodafone also does not use the SIM card pattern.) A custom typeface by Dalton
Maag
(based on their font family InterFace) formed part of the new identity.
[18]
became the second member of the group to adopt the revised logo: it was phased in
over the following six months in other countries.
In 2006 the Company rebranded its Stoke-on-Trent site as Stoke Premier Centre, a
centre of expertise for the company dealing with Customer Care for its higher value
customers, technical support, sales and credit control. All cancellations and upgrades
started to be dealt with by this call centre. On 5 January 2006 Vodafone announced the
completion of the sale of
Vodafone Sweden
to
Telenor.
closed its Birmingham Call Centre. In 1 February 2006 Oskar Vodafone became
Vodafone Czech Republic ,
Bulgaria
Vodafone Romania,
also adopting the new logo. On 30 May 2006 Vodafone announced the
then biggest loss in British corporate history (14.9 billion) and plans to cut 400 jobs; it
reported one-off costs of 23.5 billion due to the revaluation of its
subsidiary. On 24 July 2006 the respected head of Vodafone Europe,
unexpectedly
[19]
Mannesmann
Bill Morrow,
quit
and on 25 August 2006 the Company announced the sale of its 25%
stake in Belgium's
Proximus
for 2 billion. After the deal, Proximus was still part of the
44
Og Vodafone
Vodafone
and on 19 December 2006 the Company announced the sale of its 25% stake in
Switzerland's
Swisscom
would still be part of the community as a Partner Network. Finally in December 2006
the Company completed the acquisition of Aspective, an enterprise applications
systems integrator in the UK, signaling Vodafone's intent to grow a significant presence
and revenues in the ICT marketplace.
Early in January 2007 Telsim in Turkey adopted Vodafone dual branding as
Vodafone
Telsim Vodafone
Telsim
became Vodafone Turkey. In addition , Vodafone Turkey also gives service in Turkish Republic of
Northern Cyprus.
crown dependencies.
Vodafone live! mobile Internet portal in the UK was relaunched. Front page was now
charged for and previously "bundled" data allowance was removed from existing
contract terms.
Garden
[20]
All users were given access to the "full" web rather than a
Walled
and Vodafone became the first mobile network to focus an entire media
[21]
On 1 August 2007
and
Yahoo! Messenger.
On 17 April 2008 Vodafone extended its footprint to Serbia as Vip mobile was added to the
community as a Partner Network and on 20 May 2008 the Company added
as a Partner Network thereby extending the global footprint to the
VIP Operator
Republic of Macedonia.
In May 2008 Kall of the Faroe Islands rebranded as Vodafone Faroe Islands.
On 30 October 2008, the company announced a strategic, non-equity partnership with
MTS
Uzbekistan
and
[22]
Luxembourg
changed to Tango: the agreement with LuxGSM was not renewed in favour of
Luxembourg unit of another partner network, Belgacom of Belgium.
45
[23]
Tango,
the
At the end of 2007 Vodafone Germany was ranked 6th in Europe by subscriber
numbers, whilst its Italian operation was listed as 10th. Vodafone UK was ranked 13th.,
whilst Spain was listed in 16th. place
[24]
46
Asia-Pacific
Networks in Asia-Pacific
Majority-owned Minority-owned
No Ownership
Australia
China mainland
Afghanistan
Armenia
India
Fiji
Azerbaijan
Hong Kong
New Zealand
India
Japan
Malaysia
Samoa
Singapore
Sri Lanka
Thailand
Turkmenistan Uzbekistan
In July 1993 BellSouth New Zealand's network went live and October 1993 Vodafone
Australia's
network also went live. This was followed in July 1994 by Vodafone Fiji's
response to DoCoMo's i-Mode service. In December 2002 J-Phone's 3G network went live.
47
On 1 October 2003 J-Phone became 'Vodafone' and J-Phone's mobile internet service JSky became Vodafone Live!. On 3 November 2003 Singapore became a part of the
community as M1 was signed as partner network.
In December 2004 Vodafone Australia agreed to deploy high-speed MPLS backbone
network built by Lucent Worldwide Services using Juniper hardware.
[25]
Then in April 2005 SmarTone changed the name of its brand to 'SmarTone-Vodafone' after
both companies signed a Partner Network Agreement. In August 2005 Vodafone
launched 3G technology in New Zealand and in October 2005 it began launching 3G
technology in Australia. On 28 October 2005 the Company announced the acquisition of
a 10 per cent stake in India's Bharti Televentures, which operates the largest mobile phone
network in India under the brand name AirTel. On 22 December 2005 the Company
announced the completion of the acquisition of the 10% stake in Bharti Televentures of
India.
In January 2006 Indonesia, Malaysia, and Sri Lanka were added to the Vodafone footprint as
Vodafone Group signed a partner network agreement with Telekom Malaysia. On 17 March
2006 Vodafone announced an agreement to sell all its interest in Vodafone Japan to
SoftBank
for 8.9 billion of which 6.8 billion will be received in cash on closing of
deal. Vodafone Japan later changed its name to SoftBank Mobile. On 9 October 2006
Vodafone New Zealand
2006 Vodafone Australia signed the Australian Football League (AFL)'s biggest individual club
sponsorship deal with the Brisbane Lions for seasons 2007, 2008 and 2009.
On 6 February 2007 along with the partnership with Digicel Caribbean (see below),
Samoa was added as a Partner Market. Then on 11 February 2007 the Company agreed
48
to acquire a controlling interest of 67% in Hutchison Essar Limited for US$11.1 billion. At
the same time, it agreed to sell back 5.6% of its AirTel stake back to the Mittals.
Vodafone would retain a 4.4% stake in AirTel. On 21 September 2007 Hutch was
rebranded to Vodafone in India.
On 6 February 2007, Vodafone Group signed a three-year partnership agreement with
Digicel
Group. The agreement, which includes Digicel's sister operation in Samoa, will
result to the offering of new roaming capabilities. The two groups will also become
preferred roaming partners of each other. Along with Digicel's markets, the Vodafone
brand is now present in 81 countries, regions, and territories. What is interesting to
note, is that as well as being partners, Digicel and Vodafone are also rival operators in Fiji,
where Digicel Fiji recently launched, and Vodafone owns a minority (49%) stake in
Vodafone Fiji.
On 10 February 2008 Vodafone announced the launching of M-Paisa mobile money
transfer service on Afghanistan's Roshan: Afghanistan was added to the Vodafone
footprint.
On 5 September 2008 Vodafone purchased Australia's largest bricks and mortar mobile
phone retailer Crazy John's adding 115 retail stores to its local operations .
[26]
49
COMPANYS PLANS
Prepaid Plans
Are you wary of committing yourself to a date for making your bill payments?
Is it too much of a bother for you to remember dates for bill payments? Do you often
end up paying late fees against your monthly utility services bills? Do you end up
spending too much if you have the option to pay the bill later?
Think over for if one of these represents you, we have a solution for you. Start
thinking prepaid is our advise!
Prepaid allows you to be in control of your cellular expenses even while you are
spending. You will be surprised that today In India, Prepaid connections account for
almost 60 to 70 percent of the total new entrants into cellular telephony. Thats because
almost every one of us wants to be in control of our cellular expense.
50
Advantages of prepaid:
Some of the many advantages that you enjoy with Airtel Pre-Paid...
Total Cost Control
Enjoy the liberty of total cost control with your Airtel Pre-paid! Re-charge as much
as you feel the need to! Now that's what we call complete freedom!
No Rentals
Buy an Airtel prepaid card without having to pay any rentals!
No deposits
Your Airtel prepaid card comes without you having to pay heafty deposits!
60 second pulse
Airtel provides you with a 60-second pulse rate! Freedom for you to experience like
51
never before!
Instant Recharge
Avail of instant recharge on your Airtel prepaid card with just a few simple steps!
52
To get more information on our roaming coverage, click on the respective links:
National Roaming
Our national roaming coverage currently spans across more than a 1000 cities across
India. To subscribe to National Roaming, you have to pay the following:
Security Deposit- Rs 1500
Monthly Rental- Rs 49
53
Customer Care
Do you need any clarifications on your bills? Do you have any feedback or
query on our Products & services? You can call us, send us an E-mail or meet us in
person. We shall be glad to help you out in every possible way.
Contact us by phone
If you are on Airtel, just call us on 121 your Airtel Prepaid phone.
If you are on Airtel postpaid, just call us on 9897012345 or toll free 121 from your
Airtel Postpaid phone.
These toll free numbers however, cannot be dialed when you are roaming.
Dec. 22, 2003, Merrut : Airtel, one of the leading cellular operators in Haryana,
UP(West) & Uttranchal and Kerala today announced the launch of a new innovative
service called Music Messaging. The service will allow music lovers to listen to the
various songs and then dedicate the
same to any other Airtel mobile subscriber along with a personalized voice message.
54
For using the service, the customer simply needs to dial 646 from his mobile
and follow the voice prompts. This will lead him to the options Hindi and English
songs. There are 10 songs under each option and the customer can either go on to listen
to the song clippings of 90 seconds each or move on to the next or previous song.
While listening to the song, the subscriber may choose to dedicate the song to some
other Airtel Subscriber after recording a 10 second long personalized voice message.
The music message will then be received by the person to whom it has been dedicated
as a Voice Message with the CLI of the sender. Once delivered, the message begins
with the senders voice message followed by a 30 second clip of the song that has been
dedicated. The charge for the service is just Rs 7/minute for a 60 second pulse.
55
56
Coverage
57
58
"M A N A G E M E N T H IE R A R C H Y "
C H IE F S A L E S A N D M A R K E T IN G O F F IC E R
V IC E P R E S ID E N T
M A R K E T IN G S T R A T E G Y
V IC E P R E S I D E N T
S A L E S P L A N N IN G
C H IE F G E N E R A L M A N A G E R
C IR C L E S A L E S & M A R K E T IN G H E A D
D IS T R IC T O P E R A T IO N H E A D
P R E P A I D H E A D C IR C L E
M A R K E T IN G H E A D
C H A N N E L O P E R A T IO N M A N A G E R
P R E P A ID M A N A G E R
M A R K E T IN G S U P P O R T M A N A G E R -A M A R K E T IN G S U P P O R T M A N G E R -B
59
60
Seminars: seminars are conducted at different places by the expert time by time
to make people aware.
Stalls at famous places: they conduct their stall after a particular period of time
on the famous and public place to attract them towards themselves.
Print media
Hoarding
Banners
Advertisement
Leaflets
61
Follow ups
By KNOP
COOPERATIVE STUDY OF DIFFERENT MOBILE COMPANIES
PREPAID
COMPANY
Airtel
Idea
BSNL
Circle
S.T.D.
Circle
S.T.D.
Circle
S.T.D.
AIRTEL
IDEA
BSNL
OTHER /
2.25/3.25/0.99/2.99/0.90/2.00/-
2.25/3.25/0.99/2.99/0.90/2.00/-
2.25/3.25/0.99/2.99/0.90/2.00/-
PNT WLL
2.25/3.25/1.89/2.99/0.90/2.00/-
62
POST PAID
AIRTEL
CIRCLE
S.T.D.
Monthly
Airtel
Airtel
Airtel
Airtel
Airtel
rant
99/-
Airtel
2.40/-
GSM
2.40/-
PNT/other
2.40/-
Airtel GSM
2.99/2.99/-
Airtel PNT/other
2.99/- per 50-200
km.
3.99/- 200-500km
200/150+50
1.00
1.00
1.00
2.00
2.40/2.00
3.00
2.00
3.00
3.00
(CLI)
999/-
Free
Free
1.20
2.00
2.00
2.00
Note:
1. If rental plane 150, 25 paid extra. All GSM calls is 1/-/ minute in circle.
63
CIRCLE
S.T.D.
Monthly rant
BSNL to
BSNL to all
BSNL to PNT
325/225/525/-
all G.S.M
0.80/0.90/0.40/-
1.20/1.20/1.20/-
G.S.M
1.80/2.00/2.00/-
/ other
1.80/2.00/2.00/-
64
POST PAID
IDEA
CIRCLE
S.T.D.
Monthly rant
Idea to all
Idea to PNT /
Idea to all
99/-
G.S.M
2.49/-
other
2.49/-
G.S.M
2.99/-
1.00/2.49/-
1.20/2.49/-
2.99/2.99/-
plan)
Note:- 339 rental plane is zero rental plan because in this plan we get 399/- talk time.
65
66
RESEARCH METHODOLOGY:
An Introduction
Meaning of research
67
68
And therefore, I have also defined the research problem i.e. to study
consumer trends, behaviour, preferences and level of satisfaction in Airtel
communication Ltd.
69
Research methodology:
After defining the research problem the foremost step will be planning
for the further investigation. Preparing the blue print to undertake the research called
research design. In other words,
A research design is the arrangement of condition for collection and analysis of data in
a manner that aims to combine relevance to the research purpose with economy in
procedure".
Under this chapter methodological step has been adopted in the study of
consumer trends, behaviour, preferences and level of satisfaction in Airtel
communication Ltd. The research procedures followed are described as under:
70
Research Approach
The research approach for the purpose was secondary research to collect
the information on the subject.
Research Instrument
I used direct observation, customer data & survey as research instrument.
Research Design
In this project use exploratory research design and for data collection fill-up the
questionnaires from the customer of mobile, survey of the market and some
information collect by interview of the users of the cellular at Meerut
SAMPLING:
I used Random Sampling because from a finite population refer to that method of
sample selection which gives each of possible sample of combination an
equal probability of being picked up and each item in the entire
population to have an equal chance of being included in the sample.
Sample Design:
population.
71
Sample design may as well lay down the number of items to be included in the
i) Type of Universe
The first step in developing any sample design is to clearly define the set of
72
STEPS IN SAMPLING
73
Area of Research
Meerut region
Sources of Data:
Research Data
Data is the key activity of marketing research. The design of the data
collecting method is backbone of research design.
Data constitute the foundation of statistical analysis and interpretation.
Hence the first step in statistical work is to obtain data.
Data can be obtained from two important sources, namely:
1.
Primary Data
2.
Secondary Data
74
Primary Data:
Primary data are gathered for the specific purpose or for a specific
research project, consist of original information for the fulfilment of project objective.
When the data are required for the particular study can be found neither in the internal
record of the enterprises nor in published sources. In some cases it may become
necessary to collect original data.
75
Secondary data:
Secondary data are the data, which already exists somewhere. Secondary
data provide starting point for research and after that the advantage of low cost and
ready availability. Secondary data can be divided into two types:
1. Internal data
2. External data
When researcher uses the data that has already been collected by other
data are called secondary data. Secondary data can be obtained from journals i.e.
internal sources report, government publication and books, professional bodies etc.
Sources from which I have taken the secondary data are as under:
1. Direct observation
2. Airtel website
3. Books for marketing management
4. Surveys and customer data & report
5. KNOPs
76
77
DATA ANALYSIS
(1)
A. Yes
B. No.
14
Having Mobile
Not having
mobile
86
The data shows that the total sample size of 50 people taken for research out of
which 86% of persons keep mobile with them.
Sample size - 50
Having mobile
Yes
No
Respondent
43
7
78
(2)
Land line
Mobile
WLL
The data shows that the total sample size of 50 people taken for research
out of which 50% of persons like to use land line phone and 30% person like to use
mobile and rest 20% person like to use WLL.
Sample size 50
CONNECTION
LANDLINE
MOBILE
WLL
Respondent
25
15
10
79
15-20
20-25
25-35
35- above
15-20
20-25
25-35
35-above
The analysis shows that 14% people from 15- 20 age group, 8% persons from 20-25
age group, 36% persons from 25-35 age group, and 42% of people from 35-above age
group keep mobile with them.
Sample size - 50
Age
15-20
20-25
25-35
35-above
Respondent
7
4
18
21
80
10
5
0
The data shows that 50 persons are from, 23 persons are professionals, 16 persons are
Private and 5 persons are found retirement 6 person are government employee to
consume mobiles.
Sample size - 50
Occupation
Professional
Private
Retirement
Government
(5) Which connection would you prefer?
Respondent
23
16
5
6
(a) BSNL
(b) Airtel
81
45
40
35
30
25
20
15
10
5
0
preferences
BSNL
ESCOTEL RELIANCE
AIRTEL
When the preferences for mobile phone connections were asked, results drawn that
40% of persons prefer to take BSNL because they believe in BSNLs better coverage &
cheaper rates after BSNL, 20% of people opt Reliance services because of its cheaper
rate and flexible schemes, then
recommendation for its better connectivity. Airtel is rich in attractive schemes and plans
for business persons and persons related to corporate world.
Sample size: 50
Phone Connections
VSNL
Escotel / IDEA
Respondent
20
8
82
AIRTEL
RELIANCE
12
10
83
(6) You would like to take prepaid connection or Post paid connection?
a. Prepaid
b. Post paid
post
paid
40%
pre paid
60%
The research study shows that almost people from the selected segment give priority to
Post Paid connection, because of the flexibility and attractive plans for this market
segment.
Sample size: 50
Connection
Pre paid
Post paid
Respondent
30
20
84
The above chart show that 30% buyers response is very good and 50% buyers
response is average and 20% buyers response is not good.
Sample size 50
Rating
Very good
Average
Not good
Respondents
15
25
10
85
86
FINDINGS
The data shows that the total sample size of 50 people taken randomly
for the research, 43 people out of then taken mobile with them. This segment comproise
of professions, businessperson, service man & students.
The segment belongs to business and professional like to have Post paid
connection. Whereas students and service persons give their preference to Prepaid
connection.
When the preferences for mobile phone connections were asked, results
drawn that 40% of persons prefer to take BSNL because they believe in BSNLs better
coverage & cheaper rates after BSNL, 20% of people opt Reliance services because of
its cheaper rate and flexible schemes, then awareness of Airtel is only 25% but there is
very high recommendation for its better connectivity. Airtel is rich in attractive schemes
and plans for business persons and persons related to corporate world.
87
88
CONCLUSION
Liberalization of the telecommunications market has entered a new phase:
competition already exists (albeit in limited form) in some markets, such as the longdistance market and the market for Internet access via the STN. Other segments, such
as the local loop (essentially the high-speed Internet access market), are being opened
up. At this stage, it is no longer simply a question of opening up particular markets, but
rather, consolidating the play of competition in those markets that have been opened as
well as developing competitive new services. This explains the importance of highspeed access technologies for the future of the sector.
To face up to these challenges, regulatory activity is changing. It is constantly
adapting to market trends and to economic situations, which are often difficult. Among
its priorities it now counts new economic and social concerns as the information society
develops: national coverage is a major issue and Airtel intends to play its part to
protect the interests of all consumers.
To this backdrop, a new regulatory organisation is emerging. It must supply
regulatory activity with new tools to encourage lasting competition in the
telecommunications sector. It must also contribute to the development of a more
consistent UP west market that is better able to face up to the challenges of the
information society within the context of globalisation.
89
90
LIMITATIONS
While working on this project I have to face some difficulties while conducting the survey.
People were not interested in giving there actual information about their family income and
airtime, as they were extremely scared about the income tax some people have difficult to
take them in confidence so that they can give correct information.
Some of the limitation are:
Not at home
Refusal to co-operate
Respondent bias.
91
92
The company should go ahead with aggressive marketing. They should light
competition on 1. Awareness level,
2. Product differentiation
3. Customer retention
4. Pricing strategy.
(c)
(d)
The
company
should
distribute,
93
leaflets
of
AIRTEL
2. PRODUCT DIFFERENTIATION
(a)
(b)
3. CUSTOMEIR RETENTION
The company should develop personal /intimate relations with the subscribers:
94
SUGGESTION
95
96
BIBLIOGRAPHY
Websites & Search Engine:
www.airtelworld.com
www.bhartiteleventures.com
www.researchandmarket.com
www.info-shop.com
www.smartmobs.com
www.yahoosearch.com
AIRTELs reports
Books & magazine on mobile communication
Marketing Management by Philip Kotler
Research Methodology by C.R. Kothari
The Economics Times
The times of India
Business today
Business word
The economist
Competition wizard
97
98
QUESTIONNAIRE
a. Landline
b. Mobile (GSM)
c. WLL
b. Idea c. BSNL
d. Reliance
b. Postpaid
b. No
Q-5: If yes, name the company and your plan (Post or Prepaid)
99
Q-6: Please rank (In 1 to 10) according to your experience that factor that
influence your purchase decision. (You can give same rank to more
than 1 factor)
a. Connectivity
b. Easy accessibility
c. More talk time
d. Pulse rate
e. CDMA/GSM
f. Added feature like new rings tones
g. Rooming feature
h. Brand ambassador
i. Network area
j. Reduce the cost of Sim.
c. Not good
Male
Married
DD/MM/YY
Female
Single
100
Q-15: Age:
a. Below 20
b. 20-30
c. 31-40
d. 41-55
e. 56-65
f. 66 to above
Q-16: Education:
a. School
b. Graduate
c. Post graduate
Q-17: Occupation:
a. Government
b. Private
c. Retirement d. Professional
101
(a) Yes
_____
(b) No _____
(a) Yes
_____
(b) No _____
(1)
(2)
Q.4 If you have to purchase mobile phone connection, which Co. you will prefer and
why.
Ans.
102
(b) No _____
103