APROJECT REPORT

ON

COMPARATIVE ANALYSIS OF VODAFONE AND AIRTEL SERVICES IN JAIPUR REGION

BYNEHA JAIN

SUBMITTED TO UNIVERSITY OF JAIPURIN FULFILLMENT OF

MASTERS IN INTERNTIONAL BUSINESS

JAIPUR, RAJASTHAN UNIVERSITY (2009-2011)

CERTIFICATE

We hereby certify that Mr. Neha Jain is a bonafide student of our institution

passing out course of Master of International Business from University of

Jaipur for the year 2009-2011 with specialization in Marketing. The project

title “Comparative Analysis of Vodafone and Airtel Services in Jaipur

region”. The project is submitted in fulfillment of Maters in International

Business from University of Rajasthan.

This has been found fully worthy of acceptance.

Mr. Surinder Singh

(project guide)

ACKNOWLEDGEMENT

“No man is indispensable, but there are certain mortals without whom the

quality of work suffers. Their guidance becomes indispensable in acquiring

quality result”.

I would like to thank our faculty and my internal guide Mr. Surinder Singh,

because without his valuable guidance, encouragement and co-operation this

project could not have been possible.

I would like to thank our respected director Dr. for her valuable support.

My deepest regard to my parents who have always encouraged me in pursuit

of higher education. They have been immense source of inspiration and

support to me, as well without which completing the course of this study

could have been difficult.

NEHA JAIN

INDEX

Serial number Particulars Page numbers01 Introduction 1-202 Executive summary 3-503 Industry profile 6-10

04 Company profile 11-12

05 Product profile 13-14

06 Objectives of the project 15-16

07 Research methodology 17-24

08 Data Analysis and Interpretation 25-41

09 Conclusion 42-4410 Limitations 45-4711 Recommendations 48-4912 Bibliography 50-5112 Annexure

• Questionnaire

• List of Contacts

52-60

INTRODUCTION

INTRODUCTION

In today’s age, communication has become a necessity and mobiles help us

to do that. Today the world has simplified so much and any individual is just

a call away. This is the power of communication. Life has become really fast

and in this busy schedule mobiles keep the people in touch. Cellular market

in India is increasing rapidly. Now almost everybody has a mobile from

teenagers to old age people.

Now the cellular market in Jaipur is considered as a highly competitive one.

Price war is going on between them. But, only that company will survive

and succeed whose brand is strongly positioned in the market.

The project is done for relative study of marketing in and around Jaipur

keeping track on major competitor of Airtel i.e. Vodafone cellular services

and understand the different factors influencing the buying behavior, habits

and perception and satisfaction level of the users of both the companies have

been compared so as to find out whose brand is more strongly positioned in

the market.

2

EXECUTIVE SUMMARY

EXECUTIVE SUMMARY

This project is done to get hands on experience on brand building process

and to analyze the cellular market.

GSM market in Jaipur has taken a quantum leap in the last few years. The

city’s location,climate,tradition and its image of cultural and educational

centers draw visitors in hordes, making it one of the choicest to flourish into

the most modern metropolitan of the 21st cent. Today, GSM cellular market

has no more remained a seller’s market. The main overall driving force is

the other private player in the market like Vodafone,Idea,Airtel and BSNL.

Now the cellular market in Jaipur is considered as a highly competitive one.

Price war is going on between them. But, only that company will survive

and succeed whose brand is strongly positioned in the market. Therefore an

attempt to understand the nearest competitor of Airtel i.e. Vodafone in the

Jaipur region.

OBJECTIVE.

The project is done for relative study of marketing in and around Jaipur

keeping track on major competitor of Airtel i.e. Vodafone cellular services

and understand the different factors influencing the buying behavior, habits

and perception and satisfaction level of the users of both the companies have

been compared so as to find out whose brand is more strongly positioned in

the market.

METHODOLOGY.

By taking into consideration the objectives of the project. Descriptive

Research is done, both primary and secondary sources of data have been

used to collect data and questionnaire method was used to do the research

work

FINDINGS AND CONCLUSION.

Loyalty towards Vodafone by their user is very high (97%) than

Airtel(69%) .This shows that users have given more brand value to

Vodafone than Airtel.

Awareness level of Airtel’s advertisement is more than that of

Vodafone.On the ground,Airtel is stronger than Vodafone.

Vodafone provides more satisfaction level to its users than as its got

lesser dislikes.

LIMITATIONS

The data related to the advertisements of vodafone and airtel not found

and were not available in the secondary sources of data restricted to

Jaipur region only. Therefore the conclusion and recommendations

drawn may not touch the exact degree of accuracy

5

INDUSTRY PROFILE.

INDUSTRY PROFILE.

Cellular Industry in India.

From the time of telegraphs Indian telecom sector has witnessed an

immense growth and has diversified into various segments like,

Fixed Line Telephony, mobile telephony, GSM, CDMA, WLL etc.

The telecom industry is growing at a fast pace introducing newer

technologies. Even the network operators and handset providers

are also coming up with newer value added services and advanced

technology cell phones with multimedia applications.

3G or 3rd generation mobile telecommunications, is a generation

of standards for mobile phones and mobile telecommunications

services fulfilling the International Mobile Telecommunications-

2000 (IMT — 2000) specifications by the International

Telecommunication Union.[1] Application services include wide-

area wireless voice telephone, mobile Internet access, video calls

and mobile TV, all in a mobile environment.

As the new technology a 3G era is building up Airtel is been the first to enter Jaipur on 2nd March, 2011: Bharti airtel, India’s leading telecommunications company, commenced the North India launch airtel 3G services started with the heritage city of Jaipur. Mr. Atul Bindal, President – Mobile Services, Bharti airtel announced this by making the first airtel 3G call in the state to HRH Princess Diya Kumari of Jaipur. Following this, airtel 3G services will be rolled out across all major cities in Rajasthan in weeks to come.

7

CONTRIBUTION OF THE CELLULAR INDUSTRY TO

THE INDIAN ECONOMY.

1- WORLD CLASS INFRASTRUCTURE.

The Indian cellular industry has been instrumental in bringing to the Indian

consumer, a world class telecom infrastructure. The Indian cellular industry

is the flagbearer of the Indian liberalization process.

The largest receipent of FDI (around 2200 crores).

2- REPUTED INDIAN BUSINESS HOUSES AND

INTERNATIONAL TELECOM MAJORS.

The privatization of Indian cellular brought in the area some of the most

reputed business houses of the country as also biggest names in the

international telecom industry. These included-

Reputed Indian Business Houses-Birla(AT&T,

Idea),Bharti,BPL,Reliance and Tata.

International Telecom majors –AIG, CDC, EMP, Asian infrastructure

fund and others.

8

3- INCREASED CONNECTIVITY.

There are presently 42 networking operations in the country covering over

1350 cities and towns and directly servicing over 6.7 million subscribers

nationwide. Importantly, the connectivity benefits took over 33.5 Mn PSTN

subscriber of BSNL and MTNL who can now reach the cellular subscribers

“ anytime,anywhere”.

In addition, the cellular radio waves cover 28000 villages shere connectivity

can be provided at a very short notice at a very nominal increment cost.

4- EMPLOYMENT GENERATION.

As the 3rd and 4th cellular licenses, would start their operation and with 77

networks (42 presently and 35 new networks) on air, the employment

generated by the industry would be promising. In addition to the direct

employment generated by the networks, there is also the multiplier effect of

indirect employment generated by the supply chain consisting vendors,

suppliers, dealers etc.

5- HEAVY INVESTMENT IN INFRASTRUCTURE

Cellular industry is responsible for the single largest chunk of investment by

any individual industry. The industry has already invested over 20,000

crores and is expected to invest even more in the years to come.

9

6- REVENUE GENERATION FOR THE GOVT OF

INDIA.

Cumulative revenue that has followed to the government is already about Rs

10000 crore from license fee and service tax alone.

PRODUCT CONCEPT

First generation mobile phones had only voice facility. These were replaced

by second generation digital phones with added fax, data and messaging

services. The 3g generation technology has added multimedia facilities to 2g

phones and now talks are for the next generation mobile technology with

more advanced features i.e. 4g which is expected to hit the market by 2012.

THE THIRD GERNERATION.

The 3g technologies add multimedia facilities to 2g phones by allowing

videos, audios, and graphic application. Over 3g phones, you can watch

steaming videos telephony. The idea behind 3g is to have a single network

standard instead of the different types adopted in the US, Europe and Asia.

These phones will have the highest speed up to 2Mps, but only ends in the

stationary mode.With high mobility, the speed will drop to 1444 kpbs which

is only about 3 times the speed of today’s fixed telecom modems.

3G cellular sevices known as Universal Mobile Telecommunication system

will sustain higher data rate and open the door to many Internet style

application.

10

COMPANY PROFILE

COMPANY PROFILE

Bharti Tele ventures is one of India’s leading private sector providers of

telecommunication services based on an aggregate of 13, 763,045

customers as of July 31, 2005 consisting of 12,789,569 GSM mobile and

973,567,879 broadband and telephone customers.

The business at Bharti Tele ventures have been structured into two main

strategic business groups-the mobility leaders business group and the Infotel

business group. The Mobility business group provides GSM mobile services

across India in twenty three telecom circles , while the Infotel business

group provides broadband and telephone services ,long distance services and

enterprise services.

All these services are provided under the Airtel brand.

12

PRODUCT PROFILE

PRODUCT PROFILE

For airtel

Bharti Enterprises has successfully focused its strategy on telecom

while straddling diverse fields of business. From the creation of

'Airtel', one of India's finest brands, to becoming the largest

manufacturer and exporter of world class telecom terminals under its

'Beetel' brand, Bharti has created a significant position for itself in the

global telecommunications sector.

For Vodafone

Vodafone Essar, previously Hutchison Essar is a cellular operator in

India that covers 16 telecom circles in India [1]. Despite the official

name being Vodafone Essar, its products are simply branded

Vodafone. It offers both prepaid and postpaid GSM cellular phone

coverage throughout India and is especially strong in the major

metros.

14

OBJECTIVES

OBJECTIVES

The objective of the product can be divided into primary and secondary

objectives.

1. Primary Objective- To analyze Vodafone and Airtel brand in the Pune

region.

How the brands of both companies are positioned in market.

Awareness about the various brands of GSM cellular service

provider in the pune region.

Loyalty towards the brand.

Perception about the brand of the companies.

2. Secondary objective- Advertisement diagnostic towards brand

building.

Advertisement awareness

Awareness about GSM cellular services

Possibility of other brands user to shift to Airtel.

16

RESEARCH METHODOLOGY

Research Methodology

Steps Process For This Study.Step-1 To decide the

objectives of the

study.

To track the brand of

Vodafone’s GSM

Cellular Service” in

comparison to the

Airtel’s brand in Pune

region. Step-2 To decide the

research design.

Descriptive research

are applicable.Step-3 To determine the Primary sources of

sources of data. data are applicable to

the project.Step-4 To design the data

collection form.

Survey(questionnaire)

method is used.Step-5 To determine

sampling design and

sample size.

Probability sampling

is undertaken for this

project only. Step-6 To organize and

conduct field work.

Personal interview

through questionnaire

is used to collect

primary data.Step-7 To process and

analyze the collected

data

To locate the factors

responsible for the

choice of particular

cellular services likes,

dislikes and finding

possible shifts to the

Airtel.

Step-8 To prepare the

research report

Findings and analysis

of the collected

information.

EXPLANATION

RESEARCH METHODOLOGY.

Means the method carried out to study the problem. It shows the type of

sample design used, its size and procedure used to draw the sample. The

extent of precision achieved and the method used for handling any special

problem during the course of study.

19

STEP-1

To decide the objective of the study to be carried out;

In order to reach to to the actual problem for the study following question

has been traced first.

Cellular industry is becoming very competitive?

Who is the nearest competitor of AIRTEL?

If he is doing better than Airtel, then why?

Whereas his brand is located in the mind of the customer?

And finally the problem discovered is –

To track the brand of “ Vodafone GSM cellular services” in comparison to

Airtel brand in Jaipur region.

STEP-2

To decide the research design:

Research design is a plan, structure and strategy of investigation conceived

so as to obtain answers to research question and to control variance.

There are three types of research design:

1. Exploratory research

2. Descriptive research

3. Casual research

20

Among the above mentioned types Descriptive research is applicable to this

research.

Descriptive research surveys and fact findings, enquiries of different kinds.

Here the researcher has no control over the variables. Only reporting is done

about what has happened or is happening.

Reasons for selecting descriptive research: As the brand of both the

companies exist already, the study is conducted to track the brand of both.

STEP-3

To determine the sources of data.

What are data sources?

Data sources are the data from the sources to carry out the research or

collecting fresh data to obtain results. There are two kinds of data sources:

1. Primary data: is the data, which have been, collected fresh hand and

secondary data is that which have been gathered earlier from some

other purpose.

Among the above mentioned data, primary data is applicable to this

project with secondary data relating to the sales of the various cellular

companies, acting as support to the findings.

21

Reason for selecting primary data: In terms primary data structured

questionnaire was prepared to interview the users of the cellular services in

pune region from different localities and their views and preferences

regarding VODAFONE and AIRTEL were asked.

Step- 4

To design data collection forms:

There are two types of mode to collect the data:

Observational method

Survey method

As far as the data collection method for this project is concerned designing

data collection forms is applicable. The method chosen is survey personal

interview(questionnaire method) was conducted to get the response from the

user of the cellular services who were respondents of this project. Structured

questionnaire was used for this project where the listing of question is in a

pre-arranged order.

Step- 5

To determine sampling design and sample size

In this, the decision regarding whether the information is to be collected

from all the people comprising the population. There are two types of

surveys:

22

SAMPLE SURVEY

CENSUS SURVEY

For this project random and area sampling was used.

SAMPLE SIZE – 100

The sample lot was segmented on the basis of occupation, age and other

parameter as per company recruitment:

1) Occupation of the respondent

• Business

• Corporate

• Service class

• Students

2) Age

3)Both users as well as non users of cellular services were selected.

Step-6

To organize and conduct field survey

Once the questionnaire was prepared a list of all localities was

prepared which would represent the whole of Jaipur city.

23

On the basis of this list, the survey was conducted by visiting various

localities that would represent all types of people.

Step-7

To process and analyses the collected data

The study of

Perception about the brand of Vodafone and airtel in the mind of

cellular user.

The advertisement diagnostics of the companies.

Churns possible or possible shift to airtel by the non users of airtel

cellular services.

Step-8

The report has been prepared according to the report writing principles. The

best effort has been tried to maintain objectives, coherence, clarity in the

presentation of ideas and judicious use of charts and graphs to simplify

comprehension.

24

DATA ANALYSIS AND INTERPRETATION

DATA ANALYSIS

General awareness about GSM Services

Awareness about various Phone Services

Q1.Total Awareness about various GSM Services:

Respondents: 100

Table 1.1

Category Base Spontaneous Percentage (%)

Pre-Paid 100 100 100

Post-Paid 100 100 100

WLL 100 96 96

LAND Line 100 100 100

Graph 1.1

26

Interpretation:

• All the respondents are aware of GSM services (Pre-Paid and Post-Paid)

• 4% respondents are not aware of WLL services.

Q2. Trial Conversion Rate between Pre-paid, Post paid, WLL,

Landline:

Respondents: 100

Table 2.1

Category Respondents Metrics in Percentage (%)Pre-Paid 92Post-Paid 88WLL 15Land Line 100

100 100

96

100

94

95

96

97

98

99

100P

erc

en

tag

e

Pre-Paid

Post-Paid

WLL LANDLine

Services

Awareness about cellular services

Series'

Graph 2.1

Trial Conversion Rate

92

88

15

100

0 50 100 150

Pre-Paid

Post-Paid

WLL

LandLine

Se

rvic

es

Percentage

Series'

27

Interpretation:

• As Pre-Paid services may be cheaper initially than any other services,

92% of the total respondents have tried Pre-paid GSM cellular services.

• Out of 100, 88% respondents have tried Post-paid cellular services.

• As WLL is a new technology in the market, only 15% respondents were

attracted.

• As Land Line is a basic phone service which all are aware of, have tried

the same.

Q3. Loyalty Ratio between Pre-paid, Post paid, WLL,

Landline: (Based=Tried)

Respondent includes those respondents who have tried the service. It differs

from service to service and the base is taken from the previous Trial

Conversion Ratio Table.

Respondents: 100

Table 3.1

Category Base Using Percentage (%)Pre-Paid 92 19 21Post-Paid 88 72 82

WLL 15 8 53Land Line 100 98 98

28Graph 3.1

Loyalty Ratio

98

53

82

21

0 20 40 60 80 100 120

Pre-Paid

Post-Paid

WLL

Land Line

Se

rvic

es

Percentage

Series'

Interpretation:

• 21% of the total who have tried Pre-paid are still using Pre-paid services.

82% of the tried are still using Post-paid cellular services.

• 98% of the tried are still using Land Line phone service. 2% people have

left using Land Line phones.

Brand Awareness, Brand Perception and Brand Loyalty:

Q4. BRAND AWARENESS OF VODAFON, AIRTEL, IDEA, BSNL: Respondents: 100

Table 4.1

Graph 4.1

29

Brand Awareness

0

20

40

60

80

100

120

Vodafone Airtel Idea BSNL

Brand

Aw

aren

ess

in P

erce

nta

ge

Base

Percentage

Interpretation:

• All the total respondents in the sample are about the various GSM service providers.

• It shows the advertisement effectiveness of the private players moreover.• BSNL is also popular being Govt. service provider as it is comparatively

cheap.

Brand Respondents Metrics Percentage (%)Vodafone 100Airtel 100Idea 100BSNL 100

Q5. Trial Conversion Rate of different service providers:

Respondents: 100

Table 5.1Brand Respondents Metrics Percentage (%)Vodafone 30Airtel 35Idea 8BSNL 35

30

Graph 5.1

Trial Conversion Rate

30%

35%

8%

35%

0%

5%

10%

15%

20%

25%

30%

35%

40%

Vodaf

one

Airtel

Idea

BSNL

Brand

Per

cen

tag

e

Series1

Interpretation:

• It is observed from above graph that BSNL and Airtel are most popular

and effective as 35% people in both are falling in brand user category.

• But still 30% users are using Vodafone.

• 8% out of them are using Idea.

Q6. Brand Loyalty Ratio of different service providers:

Respondent: Number of Respondents who have tried the brand in previous

question analyzed. (Tried respondents of previous analysis is used as base).

31Table 6.1

Brand Base=Tried Using Percentage (%)Airtel 35 24 69

Vodafone 30 29 97IDEA 8 14 175BSNL 35 24 69

Graph 6.1

Brand Loyalty

97

175

69 69

0

50

100

150

200

Air

tel

Vod

afon

e

Idea

BS

NL

Brand

Per

cen

tag

e

Series'

Interpretation:

• Brand loyalty towards Idea can be highly observed as 175% of the tried

are using the same only.

• Only 3% users of Vodafone have left the same, 97% loyalty can still be

observed.

• 69% loyalty can be observed in both BSNL and Airtel.

It shows that Vodafone’s brand is stronger than Airtel’s brand among the

users of GSM cellular phone services.

32

Q7. Awareness about Value Added Services of Airtel and Vodafone:

Respondents: 100 Table 7.1

Services Vodafone AirtelSMS 100 100MMS 58 60

Roaming 100 100Close User Group 71 71

UMS 92 92WAP 52 52

Cheaper STD and ISD 78 67Misc. Services 85 85

Graph 7.1

Awareness about Value Added Services

0

20

40

60

80

100

120

SMS

MM

S

Roam

ing

Close

Use

r Gro

upUM

SW

AP

Cheap

er STD

and

ISD

Misc

. Ser

vices

Services

Pe

rce

nta

ge

VodafoneAirtel

Interpretation:

For Vodafone:

• All respondents were fully aware of SMS and Roaming facility.

33

• 78% knew about cheaper STD and ISD facility but 22% needed aid to

know about the same.

• 58% of Vodafone users know about MMS.

• 71% users are aware about close user group service.

For Airtel:

• Here also all respondents were fully aware of SMS and Roaming facility.

• Here only 2 respondents needed aid to know about cheaper STD and ISD

facility.

• 92% people know about UMS facility.

• 60% users of Airtel know about MMS.

Q8. Advertisement Diagnostics of Airtel and vodafone:

Respondents: 100

Table 8.1

Brand Percentage (%)Vodafone 84

Airtel 92

34Graph 8.1

Advertisement Awareness

84

92

80 85 90 95

Vodafone

Airtel

Bra

nd

s

Percentage

Series'

Interpretation:

• 92% are aware about Airtel whereas only 84% are aware about Vodafone. It shows that awareness level of Airtel advertisement is stronger than that of Vodafone.

Q9.Media Recall Rate of Airtel and Vodafone:

Respondents: The respondents who were aware of advertisement in previous

question analyzed, are the respondents for this analysis.

Table 9.1

Brand Percentage (%)Vodafone 84

Airtel 92

35

For Vodafone:

Table 9.1.1

Media Base Recall Percentage(%)T.V 84 84 100

Newspaper 84 84 100

Magazines 84 80 95

Radio 84 15 18

Kiosks 84 84 100

Friends & Relatives 84 84 100

For Airtel:Table 9.1.2

Media Base Recall Percentage(%)T.V 92 92 100

Newspaper 92 92 100

Magazines 92 75 82

Radio 92 12 13

Kiosks 92 92 100

Friends & Relatives 92 92 100

Graph 9.1

Media Recall Rate

020406080

100120

T.V

Newspap

er

Mag

azines

Radio

Kiosks

Friends

& R

elativ

es

Media

Pe

rce

nta

ge

Vodafone

Airtel

36

Interpretation:

For Vodafone:

• 29% of the people who are known to advertisements have not seen

Vodafone’s advertisements in magazines.

• Only 18% have heard advertisements on radio.

For Airtel:

• Only 18% people have not seen Airtel’s advertisement in magazines.

• Only 13% of the people have heard Airtel’s advertisement on radio.

Q10. Advertisement Recall Rate of Airtel and Vodafone:

Respondents: The respondents who were aware of the advertisement are the

base for the analysis that includes 84 respondents for Vodafone and 92

respondents for Airtel.

Table 10.1

Brand Respondent Metrics (%)Vodafone 51

Airtel 86

Graph 10.1

Advertisement Recall Rate

0

20

40

60

80

100

Vodafone Airtel

Brands

Pe

rce

nta

ge

37

Interpretation:

• 51% of people were able to recall about the advertisement of Vodafone.

• 86% of people have been able to recall about the advertisement of Airtel.

11. Users choosing respective cellular services:

How customers differentiate between Vodafone and Airtel? Customers using

Vodafone and Airtel cellular services form the base and these are 29

respondents for Vodafone and 24 for Airtel.

Main reasons for using the respective cellular service:

Table 11.1

Reasons Vodafone AirtelRespondent Metrics (%)

Respondent Metrics (%)

Connectivity 100 100Coverage 83 100Customer Care 66 75Schemes 93 83Advertisement Popularity 38 88Roaming 76 96Clarity 79 100SIM Memory - 100Easy Usage of Added Services 31 54

38

Graph 11.1

Main Reasons For Using The Respective Cellular Service

020406080

100120

Con

nect

ivity

Cus

tom

erC

are

Adv

ertis

emen

tP

opul

arity

Cla

rity

Eas

y U

sage

of A

dded

Ser

vice

s

Reasons

Per

cen

tag

e

Vodafone

Airtel

Interpretation:• 17% of the Vodafone users are not satisfied by its coverage area.• 75% users are happy with the customer care of Airtel whereas only 66%

of Vodafone users said the same.• 93% users are using Vodafone due to its attractive schemes whereas this

is only 83% in case of Airtel users.

• 38% like Vodafone due to advertisement popularity whereas this is 88%

in case of Airtel.

• 76% like Vodafone due to it’s roaming facility whereas this is 96% in

case of Airtel.

• Voice clarity is 100% in Airtel whereas only 79% users are satisfied with

the voice clarity of Vodafone because MHz of Airtel SIM card is more

than that of Vodafone.

• Airtel provides 32K SIM whereas no such feature in Vodafone.

• 31% Vodafone users are using value added services whereas 54% of

Airtel users avail this facility.

39

Q12. Possible Churns of Airtel:

Shift to Airtel if not using Airtel:

Respondents: 71

Table 12.1

Response Respondent Metrics (%)

Yes 35

No 31

Can’t Say 34

Graph 12.1

Possible Shift to Airtel

35

31

34

Yes

No

Can’t Say

Interpretation:

• 35% of total GSM users (which are not using Airtel GSM cellular Service) would like to shift to Airtel.

• 31% want to remain in the existing cellular service.• 34% people can’t decide, whether to switch over to Airtel or continue

their existing cellular service.

40

Q13.Would you Recommend Airtel to others:

Respondents: 100

Table 13.1

Response Respondent Metrics (%)

Yes 52

No 37

Can’t Say 11

Graph 13.1

Recommend Airtel to others

52

37

11

Yes

No

Can’t Say

Interpretation:

• 52% of Airtel users will recommend it to others (who are not using Airtel GSM cellular Service).

• 37% won’t recommend Airtel to others.• 11% people can’t comment as they might be either using WLL or not

using any phone service.

41

CONCLUSION

ConclusionGeneral awareness about various phone services.

When this survey had conducted WLL and CDMA technology had already

came to the market but still product profile of these technologies are such

that people are not happy with it and prefer to use post paid GSM cellular

services. After basic phone(LAND LINE) maximum respondents are having

post piad connection. 72% are using post paid connection for out going calls,

which is giving competition to the basic phones i.e. 79%.

Brand related issues

1. awareness level of each player and the mobile phone region is 100%

out still maximum respondents(35%) have tried airtel and bsnl. It

shows that initially airtel managed to beat vodafone(30%). But loyalty

towards vodafone by its user was very high(97%) than airtel(69%).

This shows that users have given more brand value to vodafone than

airtel.

2. Added services of vodafone are found to be superior than airtel

service(cheaper STD/ISD facility)

Advertisement diagnostics

1. Awareness level of airtel’s advertisements is more than vodafone.

2. Media recall rate of airtel is superior then of vodafone.

3. Advertisements see and hear recall of airtel has been found. Rate of

punch line recall, scenes recall of airtel is more.

43

4. Therfore it can be concluded that on advertising ground airtel is

stronger than vodafone.

Perception and satisfaction level

1. Likes of airtel users are more than vodafone users on the ground of

coverage, customer care, advertisement, popularity roaming, voice

clarity, sim memory etc. due to strong product feature like -64k SIM

card high Mhz for better sound clarity.

2. Still likes can be digested but dislikes can’t. the dislikes of airtel users

highly observed in the areas of high mobile traffic, hidden billing and

limited communication with the customers, SIM is not working in the

old handsets, over advertisements and dead spots, which sre critical

one.

3. Therefore it can be concluded that vodafone provide more satisfaction

level to its users than airtel as it has got lesser dislikes.

Possible churnes and intention to recommend airtel to others

1. 35% respondents said that they would like to shift to airtel but 31%

said that they would not, 52% respondents would recommend airtel to

others and 7% will not.

2. Therfore it can be concluded that airtel is gripping its good foothold in

pune region nearly half of mobile user in pune region are impressed

by airtel brand, the high degree churned can be obtained. But if we see

vodafone users they are satisfied and they fall in other half, who will

not shift or change their existing cellular services.

Sales survey: Over a period of time sales data of the vodafone has

shown better brand impact than airtel.

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LIMITATIONS

Limitations1. Since the respondents were of such kind either having their business

or servicing or busy elsewhere, data has to be collected according to

their time and convenience and management becomes a major hurdle.

2. All interview process had to be done in brief, out properly as

respondents have a tendency to wander away from the subject.

Respondent tend to start speaking about other cellular companies and

start making comparison or become aggressive.

3. Although due care has been taken about timings when the respondents

are mentally available for the response i.e.

Corporate – lunch timings, morning hours.

Business people – morning hour

Service class – evening

But also a presence of seriousness to fill the questionnaire was absent

due to their busy schedule.

Although the efforts had done to make the questionnaire very brief and

feasible to respond, but also is same question about:

Advertisement recall or

Would you like to shift to airtel?

Response is vague or can’t say was observed highly.

Therefore question about the comparison of vodafone and airtel, some

respondents were confused and failed to answer.

4. The data related to the advertisements of vodafone and airtel not

found and were not available in the secondary sources of data. But

also best effort has been taken to collect the information about variety

of advertisement available.

465. As to conduct the survey about the brand. It is very difficult to

categorize the brand into other sub brand for the survey of the

respective companies.

Prepaid

Postpaid

6. The analysis and recommendations have been given on the basis of

survey of 100 respondents which may not represent the full market i.e.

pune region.

7. The survey was restricted to pune region only. Therefore the

conclusion and recommendations drawn may not touch the exact

degree of accuracy.

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RECOMMENDATIONS

Recommendations• The education level of the customers is getting higher and higher.

People prefer to keep mobile than of LAND LINE. So airtel has got

lot of scope to capture the market, as airtel is not much old in the

maharashtra circle. Moreover the market share of airtel is the lowest

one, but with it strong product feature and with a slight price slash it

can get the churns from the other companies.

• As the tie up of airtel with singtel for ISD calls, airtel can attract those

customers whose ISD calls are more by publishing this issue as USP

airtel can have more customer of ISD user category.

• Advertisement diagnostic of airtel is far better than vodafone

moreover people treat it as over advertisement so, the company can

save advertisement expenses and use the same for providing more

value added services and free schemes like free SMS,free night

calling and airtel to airtel happy hours calling in day duration.

• Airtel should look upon its technical side of service backup like

mobile traffic, hiden billing, SIM not working in the old mobile

phones,dead spots. The better retention, strong brand value and brand

equity can be fetched from the market because as users like towards

airtel are sufficient enough but it should try to minimize its dislikes

which is due to poor technical support to service.

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BIBLIOGRAPHY

Bibliography

Books referred:

1. Kotler Philip, Marketing Management(XII Edition), Pearson Education, New Delhi,2006

2. Kulkarni M.V, Marketing Research (IV Edition), Everest Publication House, New Delhi,2003

Websites:1. www.airtel.com

2. www.airtelworld.com

Magazine:1. Business world(june-2006 issue)

2. Business today(july-2006 issue)

51

ANNEXURE

QuestionnaireName:

• Gender: M

F

Address: ________________________________________________________________________________________________________________________________________________

Age:

a) Below 20 b)20-30 c)30-40 d)40-50 e)Above 50

Occupation:a) Industry b)services c)business

d) student e)others____________

Q1. Describe the cell phone usage for you?a)status b)trendc)necessity d)can’t say

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Q2. What is the status for following service for yourself?Tried Still Using

1. GSM:-Pre-paidPost-paid

2. WLL3. Land line

Q3. How many connections do you have in your household or company(for which you are paying the bills)? Please tick

a) 1 b) 2 c) 3 d) 4 e) 5 f) If>5PleaseSpecify

Pre-paidPost-paidWLLLand line

Q4.which of the various GSM services you are aware of?

Tried Still UsingVodafoneAirtelIdeaBsnl

54

Q5.what kind of value added service are you aware of?

(5.1) FOR VODAFONE: please tickTried Still using

1. Sms2. mms3. roaming4. cug

5. Unified messaging services• Voice mail• E-mail• Text etc.6. WAP7. Cheaper STD and ISD8. Misc. services

• Clip• SIM replacement• Call conferencing

(5.2) FOR AIRTEL: please tick

Tried Still using1. Sms2. mms3. roaming4. cug

5. unified messaging services• voice mail

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• e-mail• text etc.

6. WAP7. Cheaper STD and ISD8. Misc. services

• Clip• SIMreplacement

• Call conferencing

Q6. Do you remember any advertisement of?

VODAFONEYes No

AIRTELYes No

If marked “NO”: in any of the cases of 7.1 then shift to Q9. and proceed.

(6.2) Where have you seen/ heard it? Please tick for both

VODAFONE AIRTEL1. T.V.2. Newspaper3. Magazine4. Radio5. Kiosks6. Friends or relatives7. Others

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Q7. how will you differentiate your cellular service on following parameters?

REASONS VODAFONE AIRTEL1 2 3 4 5 1 2 3 4 5

CONNECTIVITY

COVERAGECUSTOMER CARESCHEMESADVERTISEMENT POPULARITYROAMING CLARITYSIM MEMORYEASY USAGE OF ADDED SERVICES

Q8..would you like to buy new connection of airtel if you are not using any cellular service.

YES NO

Shift to airtel if you are using cellular service other than airtel?

YES NOrecommend airtel to your friends or colleagues or relatives or anyone else

YES NO

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List of contactsS.No Name of Person 1. Akshay jain2. Rahul rathi3. Kaanchan phadtare4. Siddharth prasad5. Shiv gunjal

6. Gracy d’souza7. Pradeep dalvi8. Ravindram mayan9. Javed Mohammed10. Dhananjay garud11. Nidhi srivastav12. Panchali dutta13. Ananya dutta14. Pooja dubey15. Dinesh upadhye16. Neha korde17. Mennal apte18. Uttara joshirao19. Salil shukla20. Rochak nagori21. Joy ghosh22. Puja pokharna23. Priya modak24. Shubham jain25. Auyon acharya26. Swapnil patil27. Ajinkya patil28. Neha jain29. Pooja gupta30. Akanksha mathur31. Sumit roy32. Lalit kumar33. Parin mittal34. Gaurav mali35. Meeta khatri36. Richa khatri37. Pooja binani38. Additya joshi39. Aman joshi40. Rupa joshi41. Amit kumar42. Sukhpal singh

43. Amol kalekar44. Maddy roy45. Anmol singh 46. Vikrant singh47. Nihal nikam48. Snehashish jain49. Vibhor sharma50. Sunil jadiya51. Hemant bhojwani52. Ashvini chowdhary53. Ankita sharma54. Shweta singh55. Piyush sharma56. Nandkumar gojame57. Rahul gokhroo58. Kumar navani59. Rahul pahadiya60. Hitesh duggar61. Anshul jain62. Haya khan63. Ponam walimbe64. Sandy singh65. Saurav dutta66. Nikita karnad67. Nisha jain68. Ankit gupta69. Kartik subramani70. Deepali patange71. Anil sharma72. Vinay antad73. Saumya karan 74. Bhaskar tiwari75. Anupam gupta76. Neha trivedi77. Gurpreet sethi78. Anurag kedia79. Shaswat gaur

80. Saurabh gaur81. Romit bajaj82. Shashank kaushik83. Abhinandan sahu84. Nazia ansari khan85. Anant bhargav86. Alok agarwal87. Paritosh sharma88. Abhijeet gupte89. Nyhra joshi90. Pallavi gupta91. Nupur adkar92. Kunal kapoor93. Zuber khan94. Pulkit jain95. Anandita bhardwaj96. Aprajita bhardwaj97. Hussain ali98. Saurav singh99. Rohan jain100. Manoj upadhye

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