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SUMMER INTERNSHIP REPORT

ON
“COMMUNICATION ANALYSIS OF VODAFONE AND
AIRTEL”

A report submitted as a mandatory part of


Post Graduate Diploma in Management Curriculum

UNDER THE GUIDANCE OF: UNDER THE SUPERVISION OF:


Mrs. SHIVA SHARMA Mr. GAURAV KHANNA

SUBMITTED BY
VIKSIT JAIN
PGDM 2008-10

ACCURATE INSTITUTE OF MANAGEMENT AND TECHNOLOGY


49, Knowledge Park – III, Greater Noida-201306
E-mail: pgpcell@accurate.in
COMMUNICATION ANALYSIS OF
VODAFONE AND AIRTEL

A report submitted as a mandatory part of


Post Graduate Diploma in Management Curriculum

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VIKSIT JAIN

ACKNOWLEDGEMENT

I wish to express my heartiest thanks to Accurate Institute of Management &

Technology Greater Noida (U.P.) AIMT for providing me such an opportunity to

get training in this esteemed organization. I would like to express deep sense of

gratitude to all those who help me through out the duration of project. In particulars,

AIMT is the main source of inspirations for me.

I would like to offer my heartiest thanks to Dr. Rana Singh, Head PGP Cell, AIMT

whose valuable efforts gave me this opportunity. I express my sincere thanks towards

Ms. Shiva Sharma, Internal Project Guide, and AIMT for providing me all sort of

help as and when required.

I wish to express my deep sense of gratitude to Mr. Gaurav Khanna, Brand

Associate, Rediffusion YR whose step-by-step direction helps me to go into the

depth of industry. Her calm behavior encouraged me to do my work sincerely. This

repot could not have been completed without the inputs and the words of advice from

his far which I shall always remain grateful to him.

Words are inadequate in offering my thanks to Ms. Carishma Gill, Brand Partner,

Rediffusion YR for her valuable support whenever it was needed. My heartfelt thank

to Mr. Gurbir Singh and Mr. Niket Singh, for his expert guidance during testing

stages.

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DECLARATION

I, Viksit Jain here by declare that the project entitled “Communication Analysis of

Vodafone and Airtel” which is being submitted in partial fulfillment of the

requirements for the awards of degree of PGDM from the Accurate Institute Of

Management & Technology is an own record carried out by me, under the

supervision of Mr. Gaurav Khanna, Project Head and Brand Associate,

Rediffusion YR. The matter embodied in this project has not been submitted so far for

the award of any degree or diploma.

Viksit Jain

Course: PGDM

College: Accurate Institute of Management & Technology

Greater Noida (U.P)

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PREFACE

This project was undertaken to compare the different communication strategies of

Airtel and Vodafone.

The client or the company has some vision in mind when they think of advertising for

a new product or an existing one or for brand promotion. It starts with "what" the

client wants to advertise and "why". The understanding of the "why" gives leads as to

"how" it is supposed to go about the campaign. Being able to reach the precise target

audience is not just a function of the distribution channels or the pricing of the goods

or services; it is advertising that communicates everything to the consumer. Therefore

arises the need to analyze the communication of different Television Commercials

which are allocated to different types of media [print, television, radio, internet etc]

based on the product or brand and the target audience.

The project intends to find what factors might govern the brand communication,

which point towards innovations needed in Television Commercial.

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TABLE OF CONTENT

S.NO TOPIC PAGE NO.

1. INTRODUCTION ...1

COMPANY BACKGROUD 2 - 11

BHARTI AIRTEL ...2


VODAFONE ...5
PROMOTION STRATEGY REVIEW
OF AIRTEL AND VODAFONE ...7

2. RESEARCH METHODOLOGY 12 - 13

OBJECTIVE OF STUDY ...12


SCOPE OF STUDY ...12
MOTIVATION OF RESEARCH ...12
TYPE OF RESEARCH ...13
SOURCES OF DATA ...13

3. ANALYSIS AND INTERPRETATION 14 - 41

COMMUNICATION ANALYSIS
OF VODAFONE AND AIRTEL 2007-2009 ...14

3. RECOMMENDATIONS & SUGGESTIONS 42 - 44

RECOMMENDATION FOR AIRTEL ...42


SUGGESTION FOR AIRTEL ...43
SUGGESTION FOR VODAFONE ...44

5. CONCLUSION 45 - 46

REFRENCES 47

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EXECUTIVE SUMMARY

We are in the era of entertainment through mobile handsets. Downloading a ring tone

watching your favorite movie of tracking cricket score the list of activity that you can

do using your cell phone is endless. To supplement stagnant voice revenues cellular

operator are now turning to VAS (Value Added Services) to boost revenues in both

data and value added voice service. Both Airtel and Vodafone has deep rooted

presence in the Indian telecom sector through there are wide product offerings and

excellent distribution network.

The war for the very huge Indian telecom sector has just heated up. In fact it’s now

moving into the next phase. The battle to enter the market and build a loyal customer

base thus generating revenue through sales is no longer the sole business model. The

two big giants in the Indian telecom industry namely Airtel and Vodafone have

established themselves for a pretty long while. It is now time to consolidate their

position and increase their sales figures. No longer is the battle simply restricted to

providing a telecom service on a cheap and affordable handset. It’s now about

making money through network services.

For companies like Idea Cellular, Tata Indicom and Aircel it’s still about generating

revenues by simply getting people to use their respective connections. In other words

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they’re trying to make money by getting people to sign up for their prepaid or

postpaid plans.

But for the big dogs of the telecom space - Airtel, Vodafone and BSNL who already

have an established customer base, it’s about entering areas in the country that have

poor telecom access like the rural areas. They definitely have the funds.

But more importantly while the latter is a gradual process the immediate goal is to

make money by providing extra services on their

network. That way there’s a chance of generating

more revenue in addition to the prepaid and

postpaid tariffs they anyway rely on to make

money.

This is the where area both Airtel and Vodafone are relying on. More importantly it’s

probably for the first time in the Indian mobile services market that a company has

definitively emerged as the major rival to Airtel.

Vodafone, ever since it entered the Indian market through its purchase of Hutch in

India has posed a threat to Airtel but it’s taken a while to get off the

ground. Of course it’s helped them that Hutch had a pretty good user base as well.

Now the fight has intensified onto the network services market. Both Airtel and

Vodafone have been trying to get people to use their network for everything from

cricket commentary to horoscope alerts. Morning prayer songs to dating advice is

now available but at a monthly rental fee which is how both companies plan to make

money.

The intensity shown by both companies has been off the charts. Clearly both realize

that it’s a great opportunity for them.

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In this report I have tried to analyze the present scenario of Indian telecom sector the

real aim of the project is to compare communication strategies by Air Tel and

Vodafone in the past 3 years, i.e., 2007-2009, main goal of this project is to trace

down the changing trends in communication of Airtel and Vodafone,

I complement this with the internal study of the companies – history, vision business

areas etc to analyze how well poised the company are to complete or rather just exist

in this market that is proving itself to be the most competitive in post liberalization

Indian economy.

For this project I have used ANALYTICAL RESEARCH. Thus, I have used facts or

information already available, and analyze it to make a critical evaluation of the

material. This is because this type of data is not affected by the location of target

audience; it is common for all location.

This is a comparative analysis, as it is a Secondary Research; the data was collected

mainly from Internet, journals, newspapers and press release’s. Data thus collected

was analyzed and reported.

The communication analysis reveals different trends of communication by Vodafone

and Airtel, as now the communication is of more on Value Added Services, both

companies are spending huge amount of money in this segment.

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