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A

MINOR
Project Report
On
“Bharti airtel Group”

“Comparative analysis of MARKETING STRATEGIES OF


Vodafone & AIRTEL”

IN THE PARTIAL FULFILLMENT OF

“BACHELOR OF BUSINESS ADMINISTRATION”

(2009-2012)

SUBMITTED TO:
SUBMITTED BY:

MS LATIKA ARORA MANU


SHARMA

ENROLL NO:
13612401709

DELHI INSTITUTE OF RURAL


DEVELOPMENT

AFFILIATED TO GURU GOBIND SINGH INDRAPRASTHA UNIVERSITY


Declaration

I Manu Sharma being a student of BBA 2 nd yr. of Delhi Institute of Rural Development ,
Delhi. Hereby declares that the project report under title “Comparative Analysis of
Marketing Strategies of Vodafone & Airtel.” Is my own work it is the analysis of the big
scale sector of communication. This project involves the big scale services involved in
telecommunication sector provided by Airtel and Vodafone to its customers. The survey
was conducted so as to analyze the big scale sector prevailing in the current industry
and the improvement that can be made upon it. All care has been taken to keep this report
error free and I sincerely regret for any unintended discrepancies that might have crept into this
report. I shall be highly obliged if errors (if any) be brought to my attention.

Sign.of Student:
To Whom It May Concern

This is to certify that Mr. Manu Sharma Student of BBA (G) of DIRD has completed his

minor project under my guidance. He has successfully completed of the following project:

“Comparison On Airtel & Vodafone”

I wish him all the good luck in future.

Ms.Latika Arora

(Project Guide)

A K CHOUDHARY
(Director’sName)
ACKNOWLEDGEMENT

I Manu Sharma, sincerely thankful to all those people who have been giving me any
kind of assistance in the making of this project report.

I express my gratitude to Ms.Latika Arora, who has through her vast experience and
knowledge has been able to guide me, both ably and successfully towards the
completion of the project. I express my gratitude to the Director A K CHOUDHARY of
Delhi Institute Of Rural Development,Delhi.

I would hereby, make most of the opportunity by expressing my sincerest thanks to all
my faculties whose teachings gave me conceptual understanding and clarity of
comprehension, which ultimately made my job more easy. Credit also goes to all my
friends whose encouragement kept me in good stead. Their continuous support has
given me the strength and confidence to complete the project without any difficulty.

Last of all but not the least I would like to acknowledge my gratitude to the
respondents without whom this survey would have been incomplete.

I am also thankful to authority of Airtel & Vodafone for providing me the information.
TABLE OF CONTENT

Page No:
Executive Summary 1

Chapter-1
Introduction of the topic 2-32
• Telecom sector in India
• Company profile of Airtel
• The magic
• Comparison between marketing strategy
of Bharti Airtel and Vodafone
Objective of The Study 33
Chapter-2
Research Methodology 34-39
• Type of research methodology
• Data collection method
• Method of collection
Chapter-3 40-51
Data Analysis and Interpretation
Chapter-4 52-54
Swot analysis
Chapter-5 55-57
Suggestion & Conclusion
Chapter-6 58
Bibliography
Chapter-7 59-63
Questionnaire
EXECUTIVE SUMMARY

The project is an extensive report on how the Airtel Company markets its strategies and
how the company has been able in tackling the present tough competition and how it is
scooping up by the allegations of the quality of its products. The report begins with the
history of the products and the introduction of the Airtel Company. This report also
contains the basic marketing strategies that are used by the Airtel Company of
manufacturing process, technology, production policy, advertising, collaboration, export
scenario, future prospect and government policies. The report includes some of the key
salient features of market trend issues.

In today’s world of cutthroat fierce competition, it is very essential to not only exist but
also to excel in the market. Today’s market is enormously more complex. Hence forth,
to survive in the market, the company not only needs to maximize its profit but also
needs to satisfy its customers and should try to build upon from there.

1
Chapter-1

INTRODUCTION OF THE TOPIC

Telecom Sector In India

Than 125 million telephones network is one of the largest communication networks in
world, which continues to grow at a blistering pace.

The rapid growth in the telecom sector can be attributed to the various pro-active and
positive policy measures taken by the government as well as the dynamic and
entrepreneurial spirit of the various telecom service providers both in private and public
sector. The telecom sector has shown impressive growth during the past decade. Today,
more

Two striking features of this growth viz. increasing preference for mobile phones and
higher contribution of private sector in the incremental growth have predominated the
telecom sector. The share of mobile phones (including WLL mobile) has overtaken the
share of landlines with 62% in the total number of phones. The private sector's contribution
is also increasing rapidly. Currently more than 30 lakh phones are being added each month
and it is targeted that by the end of 2010 the total number of phones may reach a level of
350 million taking the tele-density to more than 30% which is currently at 24.63%.

Network Expansion: The total number of telephone subscribers has reached 281.62
million at the end of January 2010 as compared to 232.87 million in July 2009. The overall
Teledensity has increased to 23.63% in January 2010 as compared to 21.20% in August
2009.

Wireless Service: The wireless segment saw a surge of 78.77 million subscribers last
month compared to 78.17 million in Mar. 2010. This pushed the total wireless subscribers
base to 282.40 million by Apr. 31 2010.

Wire line Subscribers: The wire line segment subscriber base stood at 39.73 million with
a decrease of 0.16 million at the end of Apr. 2010.

2
Teledensity: The gross subscriber base reached 206.83 million at the end of March 2009.
The Teledensity is 24.63%at the end of Apr. 2010 as compared to 18.31% at the end of
March 2009, registering an increase of 6%.

Increasing Role of Private Sector: The private sector has played a significant role in the
growth of telecom sector. The share of private sector has risen to 85 per cent in December
2009 from 64.14 per cent in November 2008.

Tariff Rebalancing Measures: There has been a dramatic fall in the tariffs due to
increased competition. The minimum effective charges for local calls have fallen
considerably in recent months especially for cellular service. The long distance domestic as
well as international charges have also fallen considerably.

Telecom Regulatory Authority of India (TRAI): TRAI was established under the
Telecom Regulatory Authority of India Act, 1997 enacted on March 28, 1997. The goals
and objectives of TRAI are focused towards providing a regulatory framework that
facilitates achievement of the objectives of New Technology Policy (NTP) 1999.
TRAI has endeavored to encourage greater corporation in the telecom sector together with
better quality and affordable prices.

3
COMPANY PROFILE
OF
AIRTEL

4
Vision
"As we spread wings to expand our capabilities and explore new horizons, the fundamental focus
remains unchanged: seek out the best technology in the world and put it at the service of our
ultimate user: our customer."

These are the premise on which Bharti Enterprises has based its entire plan of action.

Bharti Enterprises has been at the forefront of technology and has revolutionized
telecommunications with its world-class products and services.

Established in 1985, Bharti has been a pioneering force in the telecom sector. With many firsts and
innovations to its credit, ranging from being the first mobile service in Jaipur, first private basic
telephone service provider in the country, first Indian company to provide comprehensive telecom
services outside India in Seychelles and first private sector service provider to launch National
Long Distance Services in India. Bharti had approximately 3.21 million total customers – nearly
2.88 million mobile and 334,000 fixed line customers.

Its services sector businesses include mobile operations in Andhra Pradesh, Chennai, Jaipur,
Gujarat, Haryana, Himachal Pradesh, Karnataka, Kerala, Kolkata, Madhya Pradesh circle,
Maharashtra circle, Mumbai, Punjab, Tamil Nadu and Uttar Pradesh (West) circle. In addition, it
also has fixed-line operations in the states of Madhya Pradesh and Chhattisgarh, Haryana, Jaipur,
Karnataka and Tamil Nadu and nationwide broadband and long distance networks.

Bharti has recently launched national long distance services by offering data transmission services
and voice transmission services for calls originating and terminating on most of India's mobile
networks.

The Company is also implementing a submarine cable project connecting Chennai-Singapore for
providing international bandwidth.

Bharti Enterprises also manufactures and exports telephone terminals and cordless phones. Apart
from being the largest manufacturer of telephone instruments, it is also the first telecom company
to export its products to the USA.

Bharti Tele-Ventures' strategic objective is “to capitalize on the growth opportunities that the
Company believes are available in the Indian telecommunications market and consolidate its
position to be the leading integrated telecommunications services provider in key markets in India,
with a focus on providing mobile services”. 5
The Company has developed the following strategies to achieve its strategic objective:

• Focus on maximizing revenues and margins;

• Capture maximum telecommunications revenue potential with minimum geographical


coverage;

• Offer multiple telecommunications services to provide customers with a "one-stop shop"


solution;

• Position itself to tap data transmission opportunities and offer advanced mobile data
services;

• Focus on satisfying and retaining customers by ensuring high level of customer


satisfaction;

• Leverage strengths of its strategic and financial partners; and

• Emphasize on human resource development to achieve operational efficiencies.

6
Businesses

Bharti Tele-Ventures current businesses include -

• Mobile services

• Fixed-line

• National and international long distance services

• VSAT, Internet services and network solutions

• Broadband services with DSL and Wi-Fi network

Competitive Strengths

Bharti Tele-Ventures believes that the following elements will contribute to the Company's success
as an integrated telecommunication services provider in India and will provide the Company with
a solid foundation to execute its business strategy:

• Nationwide Footprint - approximately 92% of India's total mobile subscribers resided in the
Company's fifteen mobile circles. These 15 circles collectively accounted for
approximately 56% of India's land mass;

• Focus on telecommunications to enable the Company to better anticipate industry trends


and capitalize on new telecommunications-related business opportunities.

• The strong brand name recognition and a reputation for offering high quality service to its
customers;

• Quality management team with vision and proven execution skills; and

• The Company's strong relationships with international strategic and financial investors such
as SingTel, Warburg Pincus, International Finance Corporation, Asian Infrastructure Fund
Group and New York Life Insurance.

7
Brand Architecture:

Bharti is working on a complex three-layered branding architecture — to:

• Create specific brands for each service,

• Build sub-brands within each of these services and

• Use Bharti as the mother brand providing the group its corporate identity as well
as defining its goal to become a national builder of telecoms infrastructure.

8
BHARTI

AIRTEL TOUCHTEL INDIA ONE


(Cellular (Basic Service (National Long
Operations) Operations) Distance)

Airtel - The flagship brand for cellular operations all across the Indian
country.

Touchtel - The brand earmarked for basic service operations.

India One - The brand for national long distance (NLD) telephony

Though the costs of creating new brands are heavy but the group wants to
create “distinct independent brands to address different customers and
profiles”.

Brand Strategy:
To understand the brand strategy, let’s first look at the brand building exercise associated with
Airtel — a brand that had to be repositioned recently to address new needs in the market.

When the brand was launched seven years ago, cellular telephony wasn’t a mass market by any
means. For the average consumer, owning a cellular phone was expensive as tariff rates (at Rs 8 a
minute) as well as instrument prices were steep — sometimes as much as buying a second-hand
car.

Bharti could have addressed the customer by rationally explaining to him the economic advantage
of using a mobile phone. But Sachdev says that such a strategy would not have worked for the
simple reason that the value from using the phone at the time was not commensurate with the cost.

“Instead of the value-proposition model, we decided to address the sensory benefit it gave to the
customer as the main selling tack. The idea was to become a badge value brand,” he explains. 9

So the Airtel “leadership series” campaign was launched showing successful men with their
laptops and in their deluxe cars using the mobile phone. In simple terms, it meant Airtel was
positioned as an inspirational brand that was meant for leaders, for customers who stood out in a
crowd.

Did it work? Repeated surveys following the launch showed that there were three core benefits that
were clearly associated with the brand — leadership, dynamism and performance.

These were valuable qualities, but they only took Airtel far enough to establish its presence in the
market. As tariffs started dropping, it became necessary for Airtel to appeal to a wider audience.
And the various brand-tracking exercises showed that despite all these good things, there was no
emotional dimension to the brand — it was perceived as cold, distant and efficient.

Sachdev and his team realized that in a business in which customer relationships were the core this
could be a major weakness. The reason with tariffs identical to competitor Vodafone telecomm and
roughly the same level of service and schemes, it had now become important for Bharti to
“humanize” Airtel and use that relationship as a major differentiation.

The brand had become something like Lufthansa — cold and efficient. What they needed was to
become Singapore Airlines, efficient but also human. A change in tack was important because this
was a time when the cellular market was changing.

The leadership series was okay when you were wooing the crème de la crème of society. Once you
reached them you had to expand the market so there was need to address to new customers.
By that time, Bharti was already the leading cellular subscriber in Jaipur with a base of 3.77 lakh
(it now has 1.8 million customers). And with tariffs becoming more affordable — as cell
companies started cutting prices — it was time to expand the market.

How could Bharti leverage this leadership position down the value chain? Surveys showed that the
concept of leadership in the customer’s minds was also changing. Leadership did not mean
directing subordinates to execute orders but to work along with a team to achieve common
objectives — it was, again, a relationship game that needed to be reflected in the Airtel brand.

Also, a survey showed that 50 per cent of the new customers choose a mobile phone brand mostly
through word-of-mouth endorsements from friends, family or colleagues. Thus, existing customers
were an important tool for market expansion and Bharti now focused on building closer
relationships with them. 10

That is precisely what the brand tried to achieve through its new positioning under the Airtel
“Touch Tomorrow” brand campaign. This set of campaigns portrayed mobile users surrounded by
caring family members. Says Sachdev: “The new campaign and positioning was designed to
highlight the relationship angle and make the brand softer and more sensitive.”

As it looks to expand its cellular services nationwide —to eight new circles apart from the seven in
which it already operates — Bharti is now realizing that there are new compulsions to rework the
Airtel brand, and a new exercise is being launched to this effect. Right now, the company is
unwilling to discuss the new positioning in detail. But broadly, the focus is on positioning Airtel as
a power brand with numerous regional sub-brands reflecting customer needs in various parts of the
country.

If Airtel is becoming more humane and more sensitive as a brand, Bharti has also understood that
one common brand for all cellular operations might not always work in urban markets that are now
getting increasingly saturated.

To bring in new customers, the company decided that it needed to segment the market. One such
experiment, launched last year, is Youtopia , a brand aimed at the youth in the 14 to 19 age bracket
and for those who are “young at heart”. With its earlier positioning, Airtel was perceived as a
brand for the well-heeled older customer; there was nothing for younger people. With Youtopia,
Airtel hoped to reverse that.
In order to deliver the concept, Airtel offered rock bottom tariff rates (25 paise for 30 seconds) at
night to Youtopia customers — a time when they make the maximum number of calls. It also set
up merchandising exercises around the scheme — like a special portal for young people to buy
things or bid for goods.

The company is now looking at offering other services at affordable prices to this segment which
include music downloads on the mobile and bundling SMS rates with normal calls to make it
cheaper for young people to use.

The other experiment that Bharti has worked on is to go in for product segmentation through the
Tango brand name. The brand was created to offer mobile users Internet-interface services or what
is known as WAP (Wireless Application Protocol).

The idea was to bring Internet and mobile in perfect harmony. “The name was chosen from the
popular movie title It Takes Two to Tango: basically, you need the two services to tango to offer
customers a new choice”, says Sachdev. 11

This, however, had less to do with the branding exercise as with inefficiency of service (accusingly
slow download speeds) and the limited utility of WAP services.

Subsequently, the ads were withdrawn, but the company re-iterated that the branding exercise
could be revived because Tango will be the brand to offer GPRS services — or permanent Internet
connectivity on the mobile phone — which Airtel is expected to launch soon.
12
The Magic
Perhaps the more ambitious experiment has been with Magic — the pre-paid card. The idea was to
make the brand affordable, accessible and, most importantly, feasible as a means of expanding the
market even faster.

PHASE I –
Magic was aimed at bringing in infrequent users of a mobile phone into the market and assure him
that he would have to pay only if he made a call. Such a customer used the phone sparingly —
mostly for emergencies — and was not willing to pick up a normal mobile connection with its
relatively high rentals (pre-paid cards do not include rental charges).

To achieve its objectives Bharti did three things.

• One, the product was made available at prices ranging from Rs 300 to Rs 3,000 with no
strings attached and was simple to operate.

• Two, the product was made accessible and distributed through small stores, telephone
booths and even kirana shops so that the offering was well within arms reach.

• Third, to make the product more “approachable” to the customer, the company came with
vernacular ad campaigns

Like “Magic Daalo Say Hello” which appealed to local sensibilities.

This apart, the company roped in Karisma Kapoor and Shah Rukh Khan for a major ad campaign
all across Jaipur, a ruse that saw the number of subscribers go up from 5.47 lakh to 1.2 million
todasy, overtaking Essar’s branded pre-paid card Speed, which was launched much ahead of
Magic. The company is now re-working its Magic strategy even further.

Earlier, the branding strategy was aimed at roping in only interested customers — that is,
customers who were already inclined to opt for mobile services. But now, with basic service
providers having been allowed limited mobility at far cheaper rates, mobile service providers could
find themselves under threat again. 13
That is why the new exercise is aimed at co-opting non-adopters. While the exact strategy is under
wraps, insiders say the new branding strategy would be aimed at offering them value which they
had not perceived would be available from using a pre-paid card.

14
PHASE II -
Bharti used Airtel Magic to build a strong value proposition and accelerate market expansion
through India’s first national pre-paid card TV brand campaign

• First time ever in India - any pre-paid card brand goes on TV

• A combination of the film genre exposed through the TV medium designed to connect with the
masses of India

• Youth based - romance driven strategy platform makes the value proposition of Airtel Magic -
‘Mumkin Hai’ come alive

• All elements - user imagery, context, tone & language created to connect the category to the
lives of the SEC B & SEC C segment – the middle class non-mobile user.

• Airtel Magic positions itself on the platform of being excellent for emergency situations -
increasing productivity as a part of everyday life.

• Sharukh Khan makes ‘everything in life possible’ while romancing pretty Kareena Kapoor
with Airtel Magic, India’s leading pre-paid mobile card.

Airtel today unveiled its strategy for market expansion with the launch of its new Airtel Magic
pre-paid card brand campaign – ‘Magic hai to Mumkin hai’. The strategy is targeted at the non-
user

segment defined as young adults, 15-30 years of age; in the Sec B & C segment is aimed at
accelerating market expansion. The value proposition is centered around a person’s desire to make
all his / her dreams, ambitions & aspirations instantly possible. The new campaign for Airtel
Magic is all about empowering millions of Indians to be on top of their lives.

The brand is positioned to be relevant to the mass-market who want to make all their dreams,
hopes & desires come alive… instantly. (At just Rs.300/- per month Airtel Magic is so easy to
buy.) Improving productivity, letting you befriend the world and opening up new horizons. It
gives you the freedom to control your life in a way never possible before. Indeed, anything that
you think is possible is possible with Airtel Magic. The new brand slogan ‘Magic hai to Mumkin
hai’ has been specially created to capture this effectively.
This strategy is designed to help us talk to this segment directly in the tone, manner & language of
the masses. The “Mumkin hai” value proposition will help us expand the market and gain a higher
percentage of market shares in the process. 15

The brand ambassadors Shahrukh Khan and Kareena Kapoor embody this ‘can do’ or “Mumkin
Hai” spirit (infact that is the reason they were selected as brand ambassadors). Sharukh rose from
a TV actor to become India’s top film star and national heartthrob. Kareena’s success is due to her
‘attitude’, talent, hard work and the sheer ability to make a mark in such a short time. Both these
stars have said ‘Mumkin hai’ and made it happen for themselves.

The genre of this new strategy & campaign is Hindi cinema led. This genre connects millions
across India. The spirit of romance, dancing… the Indian cinema, well known to most as
Bollywood, holds millions of Indians together as one.

The new TV campaign of Airtel Magic crafted in the Hindi film idiom, magnifies the empowering
optimism of “Mumkin Hai”, in the endearing situation of a boy-girl romance. Where Sharukh
Khan, sets his eyes on Kareena Kapoor and wins her love with the help of Airtel Magic.
(Poignantly conveying that special feeling we all get when a dream is made possible and a victory
of the heart is won).

The strategy & new brand campaign is targeted at the large untapped base of intending mobile
customers from Sec A, B & C. The estimated addressable market of such customers in the next
two years is around 25 million in Airtel’s 16 states. The new strategy aims at correcting the
perception that the mobile category is useful mainly for ‘business’ or ‘work’ related scenarios.

The new strategy, brand positioning & brand slogan is an outcome of an extensive nationwide
research and is an integral part of Airtel Magic’s new multi-media campaign. The campaign has
been created by Percept Advertising.
16
PHASE III -
Bharti used Airtel Magic to build a strong value proposition and accelerate market expansion
through India’s first national pre-paid card TV brand campaign

• First time ever in India - any pre-paid card brand gives such freedom to recharge any value

• A combination of the film genre exposed through the TV medium designed to connect with the
masses of India

• Youth based - romance driven strategy platform makes the value proposition of Airtel Magic -
‘Aisi azaadi aur kahan?” come alive

• Sharukh Khan Makes ‘everything in life possible’ Airtel today unveiled its strategy for market
expansion with the launch of its new Airtel Magic pre-paid card brand campaign – ‘Magic Hai
to Mumkin Hai’. . The value proposition is centered on a person’s desire to make all his / her
dreams, ambitions & aspirations instantly possible. The new campaign for Airtel Magic is all
about empowering millions of Indians to be on top of their lives.

The brand is positioned to be relevant to the mass-market who want to make all their dreams,
hopes & desires come alive… instantly .At a amount of your choice you can recharge your account
with available validity time .Improving productivity, letting you befriend the world and opening up
new horizons. It gives you the freedom to control your life in a way never possible before.
Indeed, anything that you think is possible is possible with Airtel Magic. The new brand slogan
‘Aisi azadi aur kahan’ has been specially created to capture this effectively.

17
Other Brand Building Initiatives:-

The main idea is to stay ahead of competition for at least six months. Working on the above game
plan Bharti is constantly coming up with newer product offerings for the customers.

The focus, of course, is to offer better quality of service.

• To make the service simpler for customers using roaming facilities, Airtel has devised
common numbers for subscribers across the country for services like customer care, food services
and cinema amongst others.

• It will also launch a unified billing system across circles so, customers moving from one
place to another do not have to close and then again open new accounts at another place.

• To assist customer care personnel to deal with subscriber queries, a storehouse of 40,000
frequently asked questions and their answers have been stored on the computers.

• Bharti expects that most of its new customers (one estimate is that it would be 60 to 70 per
cent of the total new subscriber base) would come from the pre-paid card segment. So, they must
be given value-added products and services which competitors don’t provide.

• Bharti, for the first time for a cellular operator, has decided to offer roaming services even
to its pre-paid customers, but the facility would be limited to the region in which they buy the card.
To ensure that customers don’t migrate to other competing services (which is known as churn and
ranges from 10 to 15 per cent of the customer base every month), the company is also working on a
loyalty program. This will offer subscribers tangible cash benefits depending upon their usage of
the phone.

• The loyalty program will not be only for a ‘badge value’, it will provide real benefits to
customers. The idea is to create an Airtel community.

• Another key area which Bharti is concentrating its attention upon is a new roaming service
launched in Jaipur under which calls of a roaming subscriber who is visiting the city will be routed
directly to his mobile instead of traveling via his home network.

• The company also offers multi-media messaging systems under which customers having a
specialized phone with a in-built camera can take pictures and e-mail it to friends or store it in the
phone. The cost per picture is between Rs 5 to Rs 7.
18
• Bharti is also aware that it has to make owning a ready-to-use cellular service much easier
than it is today. A key area is to increase the number of activation centers. Earlier Bharti had 250
Airtel Connect stores which were exclusive outlets (for its services) and about 250 Airtel Points
which were kiosks in larger shops. Now activation can be done by all of them, and not only by
Connect outlets, all within 15 to 20 minutes. In comparison, the competition takes two to four
hours.

• Pre- paid cards are really catching up with the mobile phone users and it is actually helping
the market to increase. First, they are easier to obtain and convenient to use. Unlike post-paid, one
need not pay security deposits for picking up a pre-paid card. It is often available even with
paanwalas. As befits a fast-moving consumer service, the game is now moving beyond price to
expanding distribution reach and servicing a well-spread-out clientele with technology and
strategic alliances. Bharti is focusing on two factors to make pre-paid cards more attractive.
Keeping the entry cost low for consumers and making recharging more convenience.

• Bharti is in the process of launching a new system in alliance with Mumbai-based


Company Venture InfoTech which will enable a pre-paid card user to renew his subscription by
just swiping a card. The system will not only save users the hassle of going out and buying a card
every time it expires but also enable mobile companies to reduce the cost of printing and
distributing cards.

• Bharti Televentures has tied up with 'Waiter on wheels,' a company delivering food at
home, to reach its Magic pre-paid cards to subscribers' doorsteps. The company is also joining
hands with local grocery shops which will enable users to recharge their cards by just making a
phone call to the shop. Apart from improving the convenience of recharging, mobile operators are
beefing up their distribution channels. The company is constantly innovating to enhance the value
proposition for its pre-paid service. They are leveraging technology to expand their distribution
network and deliver round-the-clock recharge options to its MOTS (Mobile on the Spot)
subscribers.

• Bharti Cellular has also launched a special service, CareTouch, for high-value, corporate
customers, providing them with instant, single-point access for any assistance they require.
Customers can dial 777 and enjoy a slew of services, which includes easier payment of bills,
service on priority basis, and value-added services without any additional paper work. Bharti
Cellular is offering a range of services without going through an interactive voice recorder
ensuring that they save time. Dedicated ‘CareTouch’ executives are expected to assist customers
with any service on priority basis. Besides the regular proactive reminder calls for bill payment,
customers can also call CareTouch for bill payments at free of cost.

19
• Airtel presented MTV Inbox; the first ‘on-air’ SMS based interactive music dedication
show exclusively for Airtel and Airtel Magic customers. Highly interactive VJ based show with
real-time feedback mechanism. Both brands joined hands to target the high growth youth segment.
20
Bharti’s View on its Branding strategy:-

First, brand building efforts in today’s context have to be seen in a more holistic manner.
Delivering value on a sustained basis is perhaps the most potent key to build a brand that lasts.

Unflinching orientation to customer needs is the second key success factor. Customers (be it for
industrial products or consumer goods and services) across the world are more informed and, at the
same time, becoming more individualistic in their needs and far more demanding with the passage
of time.

Pro-active tracking of shifts in consumer behavior, anticipating redefined or emerging customer


needs, and then reacting in “real-time” are essential to attract and retain customer loyalty — a key
element of creating brand equity in the present situation.

Customizing the product (and communication of its benefit) to meet the specific needs of various
consumer/customer sub-segments is the third element in creating brand appreciation.

As far as allocation of time and financial resources are concerned, too many companies mistakenly
allocate a disproportionate amount on mere advertising and promotion. This is not to say that
advertising and promotion are less relevant. On the contrary, with more choices and higher media
clutter, businesses need to budget for an increasingly higher spend on their brand promotion but
this has to be undertaken in tandem with enterprise-wide “reengineering” of the business
philosophy and core design, production, and delivery operations for the product itself.

The positive spin to this argument is that by first addressing the fundamentals, the enterprise itself
becomes more competitive. This can be the beginning of a virtuous cycle wherein brand equity
continues to increase as the enterprise sustains delivery of an appropriate product or service at an
ever increasing value.

It is, however, crucial to note that in the years to come, not only will the cost of building a regional
or a national (or an international) brand will continue to rise but also the time taken to do so will be
longer and will need sustained and focused efforts.

21
Comparison of marketing strategies

OF

Bharti Airtel and Vodafone.

22
Purpose of comparison

• The sub main purpose of this report is to compare the marketing Strategies adopted by
Bharti Airtel and its rival Vodafone

• The comparison shows how both of the companies have been challenging each other to
gain market shares.

Why comparison with vodafone

 Bharti Airtel is the leader in telecommunication sector.

 Bharti Airtel holds the lion share of market of communication sector.

 However, Vodafone has been giving tough competition to Bharti Airtel.

 Vodafone is the second largest player and share holder in Communication sector.

 Since its launch Vodafone has been adopting aggressive marketing strategies.

 The comparison shows how Hutchison Essar Telecom. Captured 22% market share in one
month of its first launch of postpaid subscription in 2002.AD.
23

 With a different technology Vodafone creates its own market.

 Vodafone odafone. Today deals in every business of communication sector.

 Vodafone making and changing the strategies to capture the market shares
24
Brand positioning by Bharti Airtel

Market segmentation

 Geographical segment (metropolitans & cities India)

 Demographic segment - middle income groups

 People age group of 20 to 28 year

Target marketing

 People who living in cities and towns.

 Poor or middle income group people.

 Youngsters in big cities.

 Businessmen
25

Positioning

 Creating brands (Sharukh khan & Sachin Tendulker)

 Ads and promotions

 Promotion for study of poor childrens.


26
Marketing mix

 Price: low price strategy

 Place: maximum outlets and service centers

 Product: verities available for various groups

 Promotion: various schemes for pre-paid and post-paid

27
MARKETING STRATEGIES
OF
VODAFONE.

28
Vodafone target the rural India

The main targeted customers of Vodafone are from rural India.

By offering cheap and light mobile sets Vodafone attracts most of the customers of small villages
and towns.

Offering cheap handsets

Vodafone offers cheap and free connections to all customers.

The cost for these sets was Rs-799-849-1099\set and onward.

Free support and services

In every district and big towns Vodafone opens its service centers to provide better support and
services.

Strong logistics and supply chain

Vodafone has a strong logistic and supply all over India.

In every small town the potential customers can easily purchase the Vodafone SIM & Sets.

Targeting youngsters in metropolitans

Vodafone attracts youngsters by offering colorful handset at very low prices.

29
BRAND POSITIONING
BY
VODAFONE

30
Market segmentation

 Geographical segment (rural India)

 Demographic segment - middle income groups

Target marketing

 People living in small towns and villages.

 Poor and middle income groups.

 Youngsters in big cities.

 Businessmen

Positioning

 Creating brands

 Ads and promotions

Marketing mix

 Price : low price strategy

 Place : maximum outlets and service centers

 Product : verities available for various groups

 Promotion: various schemes for pre-paid and post-paid


31

Services provided by Bharti Airtel


• Mobile services with GSM technology

• Fixed-line connections

• National and international long distance services

• VSAT, Internet services and network solutions

• Broadband services

Services provided by Vodafone.

●mobile services with GSM technology

●fixed-line telephone services

●Universal Internetworking

●VoIP (Voice over Internet Protocol)

●Interactive Television

●Visual Communication

●Broadband Portal

●Telecommuting
32

OBJECTIVE OF THE STUDY

Every organization has to achieve its organization goals. For this it is very essential for an
organization to know about the view of consumers and their competitive products. This survey
research may be also aimed as to estimate potential buyer for the product. The objective of the
study is as under:-

1. To identify the difference between market performance of Airtel industry and Vodafone.

2. To study the market of Airtel Industry and Vodafone on big scale telecommunication sector.

3. To compare various parameters of marketing strategies, manufacturing process,


technology adopted production policy, advertising, collaboration, export scenario,
future prospect for the two companies and government policies.

4. To study customer buying behavior and factors which influence the purchase decision
process.
33

Chapter-2

RESEARCH METHODOLOGY

Achieving accuracy in any research requires a deep study regarding the subject. The prime
objective of the project is to compare Airtel with the existing competitor (Vodafone) in the market
and the impact of WLL on Airtel.
The research methodology adopted is basically based on primary data via which the most recent
and accurate piece of first hand information could be collected. Secondary data has been used to
support primary data wherever needed.

Primary data was collected using the following techniques

Questionnaire Method

Direct Interview Method and

Observation Method

The main tool used was, the questionnaire method. Further direct interview method, where a face-
to-face formal interview was taken. Lastly observation method has been continuous with the
questionnaire method, as one continuously observes the surrounding environment he works in.
34
Type of Research Methodology

EXPLORATORY:

TYPE OF RESEARCH CARRIED OUT WAS EXPLORATORY IN NATURE; THE


OBJECTIVE OF SUCH RESEARCH IS TO DETERMINE THE APPROXIMATE AREA
WHERE THE DRAWBACK OF THE COMPANY LIES AND ALSO TO IDENTIFY THE
COURSE OF ACTION TO SOLVE IT. FOR THIS PURPOSE THE INFORMATION
PROVED USEFUL FOR GIVING RIGHT SUGGESTION TO THE COMPANY.

35
DATA COLLECTION METHOD

THERE TWO TYPE OF METHOD OF DATA COLLECTION.


COLLECTION.

• PRIMARY DATA
• SECONDARY DATA

Primary data was collected using the following techniques

Questionnaire Method

Direct Interview Method and

Observation Method

The main tool used was, the questionnaire method. Further direct interview method, where a face-
to-face formal interview was taken. Lastly observation method has been continuous with the
questionnaire method, as one continuously observes the surrounding environment he works in.

DATA USED FOR THE RESEARCH WORK WAS PRIMARY IN NATURE. PRIMARY
DATA:
DATA:

PRIMARY DATA IS THAT WHICH IS THE COLLECTED FOR THE FIST TIME
AND THUS HAPPEN TO BE ORIGINATED IN CHARACTER.

QUESTIONNAIRE SURVEY:

IN THE STUDIES A QUESTIONNAIRE IS PREPARED. THE QUESTIONNAIRE


CONSISTS OF 15 QUESTIONS.

36
SECONDARY DATA:
DATA:

SECONDARY DATA REFER TO THE DATA THAT HAS BEEN ALREADY


COLLECTED .THE SECONDARY DATA, WHICH HAS BEEN USED TO CARRY OUT THIS
STUDY, ARE AS FOLLOW:

• BOOKS, JOURNALS, MAGAZINES, NEWSPAPERS


• INDUSTRY REPORTS
• COMPANY’S INTERNET SITE
• SOMEOTHER RELEVANT STUDY MATERIAL AND WEBSITES..

SAMPLE UNIT:
UNIT: - JAIPUR & NCR.

THE RESEARCH PROCESS WAS DONE BY INTERACTING WITH NUMBER OF


CUSTOMERS DURING THE ACTIVITIES PERFORMED, WHICH INCLUDED, MARKETS,
COLD CALLING, CANOPIES, ETC. SAMPLE DESIGN CONSISTS OF RANDOM
SAMPLING.

SAMPLE SIZE:
SIZE: - 50 PEOPLE
37
METHOD OF COLLECTION: -

FIELD PROCEDURE FOR GATHERING PRIMARY DATA INCLUDED OBSERVATION


AND INTERVIEW SCHEDULE IN WHICH THE QUESTIONNAIRES WERE FILED BY THE
INTERVIEWER.

PERSONAL INTERVIEWS THROUGH SELF ADMINISTERED SURVEY WAS DONE TO


COLLECT THE DATA, MARKET RESEARCH WAS UNDERTAKEN, THAT WAS
ACCOMPLISHED BY PERFORMING VARIOUS ACTIVITIES DESIGNED.

RESEARCH INSTRUMENT:
INSTRUMENT:

QUESTIONNAIRE

THE QUESTIONNAIRE WAS FORMULATED BY KEEP IN MIND THE FOLLOWING


POINTS:
POINTS: -

• GIVING THE RESPONDENTS. CLEAR COMPREHENSION OF THE QUESTION.

• INDUCING THE RESPONDENTS TO CO-OPERATE.

• GIVING INSTRUCTIONS AS TO WHAT IS NEEDED.

• IDENTIFYING THE NEEDS TO BE KNOWN.


38

Scope of the study


• To conduct this research the target population was the mobile users, Who are using GSM
technology.

• Targeted geographic area of Jaipur/ NCR. Sample size of 50 persons was taken.

• To these 50 people a questionnaire was given, the questionnaire was a combination of both
open ended and closed ended questions.

• The date during which questionnaires were filled.

• Some dealers were also interviewed to know their prospective. Interviews with the
managers of GSM service providers were also conducted.

• Finally the collected data and information was analyzed and compiled to arrive at the
conclusion and recommendations given.

Sources of secondary data


Used to obtain information on, Bharti’s history, current issues, policies, procedures etc, wherever
required.

• Internet

• Magazines

• Newspapers

• Journals

• Bharti Circulars Store

• Bharti News Letters

• Vodafone Store

• Vodafone Ministore
39
Chapter-3

Data analysis
And
Interpretation

40
Subscriber numbers in (mn) held by Vodafone and Airtel

June-05 Sep-06 Dec-07 Mar-08 Dec-08 Mar-09

Airtel 3.19 4.62 5.50 6.54 10.98 14.07


Vodafone 1.82 4.19 6.24 7.26 10.45 12.99

Source TRAI:

18
16
14
12
10 Airtel
8 Vodafone
6
4
2
0
Jun-05

Dec-05

Jun-06

Dec-06

Jun-07

Dec-07

Jun-08

Dec-08

Jun-09

Dec-09

Jun-10

41
MARKET PLAYERS IN TELE COMMUNICATION

Operator Market share Market share


Aug''05 June''10
Bharti Airtel 19.06 22.49
Vodafone 21.81 16.96
Vodafonecomm 17.03 16.01
Idea Cellular 10.45 8.49

25

20

15 Bharti Airtel
vodafone
10 Reliance infocomm
IdeaCellular
5

0
Market share Aug''05 Market share June''10
42

FINDINGS AND ANALYSIS

Age Group Graph

As we can see from the above graph, the people who are in the age group of 21-28 years are the
ones who are the maximum users of mobile phones. This segment is the one which gives
maximum business to the mobile operators. This segment constitutes the young executives and
other office going people. They are 65% of the total people who were interviewed. The next age
group are the

people who are 28-35 years old. They are 20% of the total. They are those who are at home or
have small business units etc. And the next age group is the youngest generation who are 15-21
years old. They are school and college going students and carry mobile phones to flaunt. They are
15% of the total interviewed people.

43

Occupation Graph

OCCUPATION

10% 15%

20%

55%

STUDENTS EXECUTIVES HOUSEHOLDS OTHERS

As the above graph shows that 55% of the total people interviewed are working. So, these people
are the ones who are the maximum users of mobile phones. They are the young executives,
managers, Tele - callers etc. who require mobile for their official purposes. The next category is
the households, who are either housewife, small units which operate from their homes etc. They
are 20% of the whole. The next segment is the students. They are 15% of the whole. And 10% of
the whole is categories who are the professionals.
44
Service Provider Graph

These are the total market share of mobile user or people captured by the mobile provider
company. There two major company in mobile phone service sector Vodafone and Airtel who
respectively hold the market share with other company as 17% and 20% of total market user
segment of mobile customer.

45
Customer Service At Airtel Graph

CUSTOMER SATISFACTION LEVEL


10% 20%

10%

60%

FULLY PARTIALLY
DISSATISFIED FULLY DISSATISFIED

As the above graph clearly shows that customer services at Airtel seems poor. 60% of the people
are dissatisfied with the customer services provided by Airtel. They are the ones who have the
maximum share in the market but they are lagging behind in the customer services. 10% of the
people were fully dissatisfied with the customer services of Airtel. This could leave an impact on
the mind of the consumer. He can even switch over his brand. 20% of the people seemed partially
satisfied with the customer services and only 10% seem to be fully satisfied with Airtel’s customer
services, which is a very small amount.

46
Type Of Card Graph

Cash cards seemed quite popular among the people interviewed. 85% of the total mobile users
were having cash card connections. This means that the cash cards should be easily and readily
available in the local markets. Airtel should make sure that Magic is available in each and every
nook and corner of the market. 15% of the people were having sim connections which is the
regular bill.

47
Monthly expense graph

People on an average spend RS 500 per month as their mobile phone expense. 64% people spend

Monthly Expense

12%
24%

Rs 600
Rs 450
Rs 200

64%

this amount. 24% people spend RS 300 per month as their monthly mobile expense. And the
remaining 12% had an expense more than RS 1000, they could the ones having sim connections or
having cash cards and having a lot of business calls on their mobiles.

48
Awareness About WLL Graph

WLL seemed to be a new word for many of the people. 45% of the people were not at all aware of
such a technology. So, in order to get the answer for this question they were first explained the
concept. Only, 55% people knew what WLL is all about.
49
Awareness of WLL Players Graph

80%
70%
60%
50%
Vodafone
40%
Airtel
30%
20%
10%
0%

Vodafone was the brand which was popular amongst the interviewed people. As Vodafone had
done so much advertising and has it banners and hoarding spread all over Jaipur. So, this could be
one the reasons of its popularity. Tata was hardly a known brand in this new field. Possibly,
because of less promotions done by them as compared to Vodafone.

On the basis of analysis of the questionnaire I have found that the maximum no. of people who
use mobile phones is in the age group of 20 to 28. Who are the young executives and other office
goers?

They spend a maximum of RS 500 as their mobile expense.

There is more no. of prepared cards than post paid cards. The mobile users want to spend money
side by side than to spend money at the end of the month on a big bill.

Now when I compared Airtel with its competitor from the point of view of the consumer I found
that on the basis of Tariff plan, value added services and billing accuracy Airtel is at par or ahead
of its competitor but in the case of customer care and availability they lag behind there
competitors. As, Airtel has a hold in the market because it has the maximum no. of connections, so
it must improve upon it customer services. As far as WLL is concerned people are aware about it
but not many people are aware about Tata. They only know more about Vodafone. People at this
point of time are not interested to switch over from GSM to WLL

51
Chapter-7

Customer Response towards

Questionnaire

59
Which Brand you, prefer most?

 Airtel
 Vodafone
 Reliance
 TATA
 Idea

60
How long you have been using this Product?

 0-2 Years
 2-5 Years
 5-10 Years
 More than 10 years

Consumers response shown in chart for usage

61
Are you using other product with Airtel?

 Yes
 No

33%
YES
NO
67%

Here are the customer responses about the use of the Airtel product and other
product rather than Airtel.

in this segment of survey 67 % of customer are aspire with Airtel and 33 % shown
interest in other telecom products in urban areas.

62
Do you collect any information search before making
purchase?

70% 66%

60%
50%
40% 34% information
30% search

20%
10%
0%
YES NO

63
Chapter-4
SWOT ANALYSIS

Strengths

• Being one of the largest companies in India the company has achieved a degree of
focus in its core business of its products.

• It has a strong brand name, superior quality products and an enviable distribution
network.

• It has a clear and well-defined organization structure and limits of financial


authority.

• Increase in advertisement spends affect the company’s margins.

• The company‘s bottom line falls victim to the bloated and highly paid workforce,
which affects its margins.

Weakness:
• Little efforts over the Advertising of products.
• Distribution channel is not accurately categorized.
• Premium priced products, hence can’t compete in low price segment.
• No separate strategy for rural market.

Opportunities:

• The company's financial performance can receive a major boost from its cost
reduction efforts.

• There is a lot of scope of product and market diversification.

• Exports of products will also have huge chances in the coming years.

• Airtel’s business has ample scope for gaining market share from the unorganized
sector. Rural penetration too holds vast potential to bring about growth.
52
Threats

• The slowdown in the economy has restricted topline growth of most FMCG majors
and for Airtel also it will be difficult to maintain historical growth rates in such a
depressed scenario.

• Company’s major raw materials are influenced by government policies / controls as


well as vagaries of the monsoons. Fluctuations in the prices of raw materials would
have significant impact on costs and margins of the company.

Moreover, inordinate hike in Broad Band Internet products would also increases
company’s production and distribution cost.
53
LIMITATIONS

No project is without limitations and it becomes essential to figure out the various constraints that
we underwent during the study. The following points in this direction would add to our total
deliberations:-

1. During the study, on many occasions the respondent groups gave us a cold shoulder.
2. The respondents from whom primary data was gathered any times displayed complete
ignorance about the complete branded range, which was being studied.
3. Lack of time is the basic limitation in the project.
4. Some retailers/whole sellers refuse to cooperate with the queries.
5. Some retailers/wholesalers gave biased or incomplete information regarding the study.
6. Money played a vital factor in the whole project duration.
7. Lack of proper information and experience due to short period of time.
8. Some retailers did not answer all the questions or do not have time to answer.

54
CHAPTER-5

SUGGESTIONS

Following are the few suggestions to AIRTEL for improving the market share and image of the
products concerned.

1. PRODUCT
*Modification must be brought about in AIRTEL, in terms of quality. Its demand should be
increased.

2. PLACE
* The brands must be made available easily in, PCO & general stores.

3. PROMOTION
*Company must undertake extensive promotional activities like advertisements must be released
in different Medias to create brand awareness.
*Free samples should be distributed among the prospects. Sales promotion tools like gifts, contests
and coupons must be given to retailers as well as customers and prospects.

* Catalogues should be distributed among customers.

4. PRICE

* Price should be as competitive as other company maintains

* Distribution of new connection should be in reach of customer pocket

55
CONCLUSION

After analyzing the findings of the research, I can conclude that Airtel lagged behind its
competitors as far as customer service and availability is concerned. The maximum no. of people
who use the mobile is in the age group of 20 to 28. Cash cards are the most popular type of mobile
connections, as they are consumer friendly and recharging the connection is not a problem.

Maximum no. of people spends RS 500 on their connections. As Airtel is the only company having
the maximum no of mobile connections so it must seriously look into the loop holes of the existing
customer service department.

As we know that now Airtel has already launched its product with logo “’ Aisi azaadi aur kahan”’
has already became popular in market. So we can say that in spite of so many competitors in the
market Airtel is having a good position just because every time, it tries its best to understand the
need of its important customers.

From the comparison and deep analysis of every aspect of business of both the companies we can
conclude that bharti Airtel has to more work in every field of communication business.

It is the time not only to survive but to sustain in the market for a long time.

For this Airtel has to work on its all marketing strategies, marketing, promotion, brand image.etc.

Airtel has to take Vodafone. Very seriously and update its own strategies from time to time and
when the need arises.

With aggressive marketing strategies Airtel has to target rural India as 70% of population of India
lives in these areas.

The other segment may be costumers of all age groups.

56
I have made following recommendation to the company after doing the summer training there:

• The company should modify its credit policy as they only target the cash paying customers
who are not easy to trace.
• The company should emphasis more on the quality of Pharmaceuticals Products it was
mostly claimed by the exporters that their receipts from company doesn’t matches with the
sample’s quality shown before giving orders.
• The company should make its marketing strategy flexible enough in order to face
competition.
• The company should keep an eye on the proper delivery of the goods to exporter on time,
as it has been recommended by exporters to make the delivery on time.
• The company rate policy must be flexible enough to catch new customers because if
company offers lower price to a new customer then he may continue buy the goods and can
be a permanent customer for the company.
• The company should offers such rate in the market so that it may able to catch a bigger
market share and it should be able to compete with the local traders and commission agents
while having a brand name.
The company should take the opinion of exporters from time to time to know what problems they
are facing from the company’s side. And if any change they require in present supplying
condition?

57
Chapter-6

BIBLIOGRAPHY

In this project report, while finalizing and for analyzing quality problem in details the following
Books, Magazines/Journals and Web Sites have been referred. All the material detailed below
provides effective help and a guiding layout while designing this text report.

Books :

Principles of Marketing –Philip Kotler & Kevin keller edi. 12

Market Research – D.D. Sharma

Research Methodology – C.R. Kothari

Websites:
www.Airtelworld.com
www.google.com
www.india.com

www.Vodafone.in

http://www.blonnet.com/2004/06/26/stories/2004062602180700.htm, Mumbai, June 25, 2004.

com/companies/companies_r/Vodafone_infocom/20031104_stop-roaming.htm, 4 November 2003


Domain, Missed Call, at http://www.domainb
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