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A Comparative Study On Vodafone & Airtel Marketing Research 2012




A Research Report On “A Comparative Study on Vodafone & Airtel”


Under The Guidance of MS.PREETI KULSHESTRA Submitted By





I ABHISHEK SRIVASTAVA , do hereby declare that the research report submitted by me for the partial fulfillment of requirement for the Master of Business Administration from “CET-IILM-AHL, GREATER NOIDA.” This has not been submitted to any other university/institution for the reward of any degree/ diploma certificate.



analytical part. and therefore. Finally. time period. they have really become choosy.PREFACE In today’s customer centered market consumers have more choice because of their different habit’s attitudes. opinions. frequency rate. Inspiration rate. The bibliography and appendix also given for know more about the sample and other information related to telecom markets. This project is presented in systematic manner. as each student has to undergo for research report Project. This research report has been prepared to satisfy dual purpose. and so it is important to know the buying decision of consumers and why they buy one particular product when other is equally attractive. Their buying behavior constantly undergoes modification. I hope that these will serve the purpose. Abhishek Srivastava 4 . buying criteria. place. personality etc. It contains the information related to company’s profile and sales promotion of Airtel & Vodafone than research methodology. perception. effect of an advertising and sales promotion and secondary data will give us an inside into Newspaper and trends of last few year. The market survey done will at us know the consumer habits. recommendation and conclusion is given at the end. consumers are the king or god in the market. This project is fulfillment of course curriculum of MBA Program set by uptu. this research report was really good learning process for me and it gave me an opportunity to compare the theoretical knowledge gain with the practical aspects and difficulties that come across in real life. findings suggestion.

. Name of Table 5 Page No. 6 15 29 30 31 32 50 68 69 70 71 74 75 78 LIST OF TABLES Sr.No.TABLE OF CONTENT Chapter 1  Introduction  Companies profile Chapter 2  Objectives  Scope of study  Use & importance of study Chapter 3  Research methodology  Analysis of data  Finding Chapter 4  Conclusion  Recommendation  SWOT analysis of Airtel & Vodafone  Limitation Chapter 5 (Appendix)  Questationnaire  Bibliography PAGE NO.

This Research is conducted to analyze who is better and why? The telecommunication is the biggest factor in influencing the speed of life in the modern age. The biggest competitor of mobile sector in Delhi NCR are Vodafone & Airtel . Today we can get connection with any corner of world through the push button of 6 .1 2 3 4 5 6 7 8 9 10 Age wise classification Occupation wise classification Income wise classification Analysis of prefering telecom Age v/s usage of compnies telecom Who is the decision maker for purchasing telecom in your family Purpose to purchase mobile phone Rate the following attributes of outlets Rate the following scheme that attract you most Rate the following feature you've purchase Airtel & Vodafone 55 56 57 58 59 60 61 62 64 65 INTRODUCTION This research is conducted on the basis of growing competition in mobile Sector.

They infringe the norms of society and their behavior is condemned as antisocial. offering a full range of business and technical services to its members. It is forecasted that cellular systems using a digital technology will become the universal method of telecommunications. immoral and sinful. Today. world of wireless communication. limitless. As we know that there is a positive view behind any mention that it should be helpful in the development of society. CELLULAR MOBILE SERVICES Cellular is one of the fastest growing and most demanding telecommunication applications. GSM (Global System For Mobile Communication) The GSM Association is a unique forecasters predict that there will be more than 100 million cellular subscribers worldwide. Currently there are more than 45 million subscribers in worldwide and nearly 50 % of those subscribers are located in USA. Where use any invention for the welfare of society but some uses for the satisfaction their disturbed mentality and to earn more and more money whether it may be harmful for the society. with a truly global reach. it represents a continuously increasing percentage of all new telephone subscriptions around the world. By the year 2005. 7 . with the small mobile phone we can sent not only the massages but also a secret document. But humans have diverted mentality some of them of positive view and some of them of negative view. Now as the wireless family unfolds the association is deriving forward its vision of seamless.

Throughout the evolution of cellular telecommunications. It is estimated that many country outside of Europe will join the GSM partnership. This presented many problems directly related to compatibility. various systems have been developed without the benefit of standardized specifications. Global system for mobile communication ( GSM ) is a globally accepted standard for digital cellular communication. Bharti Airtel since its inception has been at the forefront of technology and has steered the course of the telecom sector in the country with its world class products and services. specially with the development of digital radio technology. We are the first private telecom provider to connect India in its entirety with the world's best technology. The GSM standard is intended to address these problems. AIRTEL Airtel comes to you from Bharti Airtel Limited. GSM is the name of a standardization group established in 1982 to create a common European mobile telephone standard that would formulate the specifications for a pan-European mobile cellular radio system operating at 900 Mhz. 8 . India 's largest integrated private telecom service provider.

Mobile services. last mile connectivity in fixed-line and mobile circles. We provide reliable end-to-end data and enterprise services to the corporate customers with our nationwide fiber optic backbone. broadband & telephone services with national and international long distance services.The businesses at Bharti Airtel have been structured into three strategic business units (SBU's) . ISP and international bandwidth access through the gateways and landing station. We complement our mobile. VSATs. Broadband & Telephone services (B&T) & Enterprise services. We provide international connectivity with our submarine cable landing station at Chennai and with our partnership in next generation undersea cable system SEA-ME-WE-4. All these services are provided under the Airtel brand. 9 .

For international connectivity to east. 10 . • Enterprise Services (Carriers) – With 35. Broadband & Telephone Services – Our Broadband (DSL) & telephone services (fixed line) are present in the 92 cities across India . broadband & telephone.016 kilometers of optic fibre network we are a leading national long distance service provider. national and international long distance and data connectivity services to India's leading 1300 Corporates.Business Divisions Mobile Services – Bharti Airtel offers GSM mobile services in all the 23-telecom circles of India and was the first private telecom service provider to connect all states of India . the Company is a member of the South East Asia-Middle East-Western Europe – 4 (SEA-ME-WE-4) consortium along with 15 other global telecom operators. we have a submarine cable landing station at Chennai. • Enterprise Services (Corporates) – The group focuses on delivering telecommunications services as an integrated offering including mobile. For international connectivity to the west.

Nokia. • 11 .Our Partnerships: We partner with world's finest companies like Vodafone. Singtel (Singapore Telecom). Ericsson. Initiate music retailing in the world with “Easy Music” and the first to offer a Lifetime Prepaid service. IBM and many more to bring the best of products & service to you. Provide innovations such as Bollywood movie premiers. We were the first to • • Provide electronic recharge for mobile phones. music services such as ring back tones & many more. our Innovations We are changing the way India communicates by offering innovations that not only add value to people's lives but also deliver an unmatched customer experience.

Vision By 2010 Airtel will be the most admired brand in India: -Loved by more customers -Targeted by top talent . Date: Tuesday.Benchmarked by more business Title: Third Quarter And Nine Months Ended December 31. January 23. 2006 Earnings Conference Call. 2007 Start Time: 1:30 pm IST End Time: 2:30 pm IST 12 .

Loved by more customers •Targeted by top talent • Benchmarked by more businesses 13 . Internet and recently introduced National Long Distance. with an all India footprint covering all 23 telecom circles of the country. Bharti provides a range of telecom services. Basic.Company Airtel comes to you from Bharti Airtel Limited . Apart from being the largest manufacturer of telephone instruments in India. VISION By 2012.a part of the biggest private integrated telecom conglomerate. Bharti Enterprises. Bharti is the leading cellular service provider. Bharti also manufactures and exports telephone terminals and cordless phones. It has over 21 million satisfied customers. we want Airtel to be the most admired brand in India. it is also the first company to export its products to the USA. which include Cellular.

possible. Airtel Prepaid makes everything that you dreamt and believed. Airtel International . just when you want to. the Ready Cellular Card from Airtel comes to you from Bharti Enterprises. 14 • . with 284 partner networks. in nearly 119 countries including USA. emotions and feelings. To give you the unlimited freedom to reach out to your special people . India's leading integrated telecom service provider. Airtel Roaming Airtel Roaming service allows you to use your mobile phone to make or receive calls from almost anywhere in India and abroad.Roam across international destinations. UK etc.Enjoy roaming in India across 42 partners networks and over 750 cities. Canada. Airtel Roaming gives you two great options: • Airtel National . not just through words but ideas. also simple to use. With a host of great features. Airtel Postpaid Airtel welcomes you to a vibrant world of unlimited opportunities.Services:Airtel Prepaid Airtel Prepaid. More exciting. Going mobile with Airtel Prepaid is a new way of life. innovative yet simple new ways to communicate.

The most important of these are: 15 . The Airtel visual identity has different elements that work together to create a strong and consistent identity for the brand. Airtel visual identity helps create instant brand recall and strengthens the relationships that its audiences have with it.Long Distance Now experience complete freedom like never before with Airtel! Our National LongDistance facility allows you to make long distance calls in India and Overseas from your cellular phone. Integral to this relationship is the visual image of the brand the consumer carries in his/her mind. The Airtel brand image is created through the consistent application of a carefully developed visual identity. This service is applicable to both Postpaid and Prepaid customers. Airtel & Visual Identity For a brand to be successful. which helps Airtel distinguish itself in a cluttered market. it must build enduring relationships with its different audiences.

The Airtel Image style It incorporates two solid. contemporary and confident symbol for a brand that is always ahead of the rest. The red dot on the letterform 'I' cues Airtel's focus on innovation. red rectangular forms whose counter form creates an open doorway. The words 'Express Yourself' are very much part of the brand identity..The Airtel Logo The Airtel logo is a strong. It is a specially drawn word mark. 16 . The Airtel Typographical style The title case lettering with its capital 'A' was deliberately chosen to reinforce the brand's leadership position.

Management Profiles : » Sunil Bharti Mittal » Sanjay Kapoor » Atul Bindal » Jyoti Pawar » Joachim Horn » Krishnamurthy Shankar » Amrita Gangotra » Manoj Kohli » David Nishball » K Srinivas » Shamini Ramalingam » S. Asokan » Srikanth Balachander Vodafone 17 .

Then known as Racal Telecom Limited. Inc. • March Telephonic and Vodafone announce milestone Pan European collaboration to share network infrastructure in Germany. 18 . at which time it changed its name to Vodafone Group Plc. approximately 20% of the company's capital was offered to the public in October 1988. • February Hutchinson and Vodafone agree to merge Australian telecom operations to form a 50:50 joint venture. Ireland and the UK. organized by year: 2010 • June Completion of merger between Vodafone Australia Limited and Hutchinson 3G Australia Pty Limited. the company changed its name to Vodafone AirTouch Plc on 29 June 1999 and. on 28 July 2000. Spain. It was fully demerged from Racal Electronics Plc and became an independent company in September 1991. • January Vodafone trials HSPA+ mobile broadband at speeds of up to 16 Mbps. following approval by the shareholders in General Meeting. reverted to its former name.Key milestones in the development of Vodafone can be found in the following sections. Vodafone Group Plc.Vodafone was formed in 1984 as a subsidiary of Racal Electronics Plc. (‘AirTouch’). Following its merger with AirTouch Communications.

2009 • December Vodafone completes acquisition of additional 4. • July Vittorio Colao succeeds Arun Sarin as Group Chief Executive Vodafone acquires a 70% stake in Ghana Telecom for $900 million.8% stake in Polkomtel • November Vodafone to acquire an additional 15% Stake in Vodacom Group which will increase Vodafone's shareholding from 50% to 65%. • October Vodafone launches the new exclusive BlackBerry® Storm™ smartphone from Research In Motion • August Completion of the acquisition of a 70 percent stake in Ghana Telecom. Vodacom Group will be listed on the Johannesburg Stock Exchange and the remaining 35% of Vodacom Group will be demerged by Telkom to its shareholders. June 19 .

and in the Czech Republic. an independent tower company in India is formed between Vodafone. now has 1. Idea and Bharti 20 . Vodafone announces that Verizon Wireless.Vodafone and Apple(R) announce the iPhone 3G will be available in Australia.4% interest in Arcor that it does not already own from Deutsche Bahn AG and Deutsche Bank AG for a cash consideration of €474 million.6 million customers. the innovative mobile money transfer service launched in March 2007. New Zealand and Portugal on July 11. • May Vodafone announces that it has agreed to acquire the 26. its affiliate in the US. South Africa and Turkey later this year. has agreed to acquire Alltel Corp. for a total enterprise value of US$28. • February Vodafone carries out technical trials of 3G femtocells to assess how effectively the technology is able to deliver wireless high-speed data and voice services inside homes and business locations. Egypt. Italy. India. 2008 • December A consortium led by Vodafone Group is awarded the second mobile phone licence in Qatar Indus Towers Limited.1 billion in cash and assumed debt. Greece. Safaricom and Vodafone announce that M-PESA.

With Vodafone announces an exclusive partnership to offer Vodafone customers a MySpace experience via their mobile phones 21 . With MySpace.• October Vodafone agrees to acquire Tele2 Italia SpA and Tele2 Telecommunication Services SLU from Tele2 AB Group • May Vodafone announces completion of the acquisition of Hutch Essar from Hutchison Telecommunications International Limited Vodafone launches first ultra-low cost handsets • February Safaricom. YouTube agrees to offer Vodafone customers specially rendered YouTube pages on their mobile phones. Vodafone announces it is to offer the new eBay mobile service to customers. Vodafone announces its intention to develop a location-based version of Google Maps for. an innovative new mobile payment solution that enables customers to complete simple financial transactions by mobile phone Vodafone agrees to buy a controlling interest in Hutchison Essar Limited. Vodafone's partner in Kenya announces the launch of M-PESA. With eBay. a leading operator in the fast growing Indian mobile market Vodafone announces agreements with both Microsoft and Yahoo! to bring seamless Instant Messaging (IM) services to the mobile which can be accessed from both the PC and mobile handsets Vodafone signs a series of ground-breaking agreements which will lead to the mobilizing of the internet.

• January Vodafone reaches 200 million customers 2007 • December Sale of 25% stake in Switzerland's Swisscom • November Competition of sale of 25% stake in Belgium's Proximus • September Vodafone launches first Vodafone-only branded 3G consumer handset Vodafone reports 10 million Vodafone Passport customers Vodafone to deliver fixed-line broadband services in the UK • June Proposed Return of Capital via a B share scheme announced May Vodafone announces completion of acquisition of the assets of Telsim in Turkey Vodafone and Softbank agree to form mobile partnership • April Completion of sale of Vodafone Japan to Softbank • March 22 .

• November Vodafone announces new football sponsorship with the UEFA Champions League • October Sale of Vodafone Sweden Acquisition of a 10% economic interest in Bharti TeleVentures in India • July 23 .The number of Vodafone live! customers with 3G reached 10 million • February Impairment review and update to outlook • January Completion of sale of Vodafone Sweden 2006 • December Vodafone announces completion of acquisition of 10% economic interest in Bharti Tele-ventures in India Vodafone will be McLaren Mercedes Title Sponsor Acquisition of the assets of Telsim in Turkey Vodafone launches global Mobile TV Sir John Bond succeeds Lord MacLaurin as Chairman.

The company 24 .strongest quarter since December 2000 Vodafone in india Vodafone Essar started its operations in India in 1994 and is under the Vodafone Group. The company Vodafone Essar Limited has become one of the leading companies in the telecom sector in India due to its high standard of services that it provides to its customers. The company Vodafone Essar has its operations in 16 telecom circles of the country.Vodafone reaches 165 million proportionate customers Vodafone announces new four year sponsorship of the England Cricket Team May Vodafone completes acquisition of control of MobiFon in Romania and Oskar in the Czech Republic Vodafone launches Vodafone Simply • January Vodafone reaches 150 million customers . which covers around 86% of the customer mobile base in India.

002. Vodafone Essar Limited has received many awards over the years such as the Best Mobile Service in India.970 Delhi . and non. The company Vodafone Essar Limited's chairman is Asim Ghosh.981. The company Vodafone Essar Limited provides services like 2G.1.executive chairman is Ravi Ruia.632.offers both postpaid and prepaid GSM cellular mobile coverage all across India and its hold is especially strong in the metropolitan cities. The Vodafone Essar subscriber bases in the cities of India are: • • • • Kolkata .875 Mumbai .3.442 Chennai . and Most Respected Telecom Company.989. which are based on 1800Mhz and 900Mhz GSM digital technology. vice chairman is Arun Sarin.2. Most Effective and Most Creative Advertiser of the Year. The company Vodafone Essar also offers voice and data services.996 25 .

250 crore in launching low price cell phones in India. and Rs. The company is planning to launch low price cell phones in the country and also expand its operations. and open more distribution centers. The Company ZTE will ship more than 10 million low cost cell phones to India that will then be sold by the company Vodafone Essar.666. Vodafone Essar is one of the topmost companies in the telecom sector in India and is well known for the best quality of products and services offered to its customers. In this way the company expects to attract new customers and thus expand its customer base that stands at 35 million in 2007.888.The company Vodafone Essar Limited plans to spend more than Rs. All these measures will help to increase the customer base of the company Vodafone Essar. better its technology. And this is the reason that the customer base of the company Vodafone Essar Limited has been increasing at a very rapid pace.999. 26 . Vodafone Essar Company also has plans to expand in the near future and for this it is planning to take a loan overseas of around US$ 500 million. The company Vodafone Essar Limited will use the money to expand the company's network. It is expected that the company Vodafone Essar Limited will price the handsets in the range of Rs. This is sure to help the company VodafoneEssar to grow and prosper even more in the future. Vodafone Essar plans to sell the low price handsets from its 4 lakh distribution outlets. The company will buy the low cost cell phones from the firm ZTE that is located in China. Rs. The company's objective in doing this is to bring in millions of cheap mobile handsets from around the world into the country and then sell them under the Vodafone brand name in order to maximize sales.

or experience to satisfy their needs and desires understanding consumer behavior and knowing customer are never simple. A buyer makes take a decision whether save or spend the money.CONSUMER BUYING BEHVIOUR The main aim of marketing is meet and satisfy target customers need and wants buyer behavior refers to the peoples or organization conduct activities and together with the impact of various influence on them towards making decision on purchase of product and service in a market. The field of consumer behavior studies how individuals. use and dispose of goods. Customer says one thing but do another. The wealth of products and service produced in a country make our economy strong. The behavior of human being during the purchase is being termed as “Buyer Behavior”. ideas. groups and organization select. They are responding to influences that change their mind at the last minute. service. They may not be in touch with their deeper motivations. buy. 27 .

(3) Consumer behaviors are very complex and dynamic to constantly changing. perceiving advertising material. as well as by external of enviourmenatal influences such as the family social groups. management need to adjust with the change otherwise market may be lot. (2) It includes both observable activities such as walking through the market to examine merchandise and making a purchase and mental activities-such as forming attitudes. economics and business influences. motives. And therefore. 28 . perception. culture.Characteristic of Buyer Behaviors The chief characteristics of the buyers behaviors are as follow:(1) It consists of mental and physical activities which consumers undertake to get goods and services and obtain satisfaction from them. such as need . and attitudes. and learning to prefer particular brands. (4) The individuals specific behaviors in the market place is affected by internal factor.

chamber of commerce. retailers. rating organizations. the consumer learns about completing brands and their features. Public sources: media. Marketers need to identify the circumstances that trigger a particular need. Information may be collected form magazines. as quittances. Personal Sources: Family. sales persons. Marketers should find out the source of information and their relative degree of importance to the consumes. family members. Mass 29 . displays. 2. trade fair etc. neighbor. commercial. Commercial Source: Advertising. consumer. friends. business association. telephone directory. dealers. Problem identification:The buying process starts when the buyer recognizes a problem or need. The need can be triggered by internal or external stimuli.Consumer Buying Decision Process 1. Information Search:The consumer tries to collect information regarding various products/service. packaging. Marketers can identify the most frequent stimuli that spark an interest in a product category. Through gathering information. By gathering information from a number of consumers. catalogues. friends. They can then develop marketing strategies that trigger consumer interest.

The marketer up to this stage has tried every means to influence the purchase behavior. the consumer is trying to satisfy need. In the evaluation stage the consumer forms preferences among the brands in the choice set. There is several First. If the decision is to buy. the consumer processes. Choice of purchasing decision:From among the purchase of alternatives the consumer makes the solution. 30 . Evaluation of alternative:There is no single process used by all consumers by one consumer in all buying situations.3. The other additional decisions are: Which types of Telecom he must buy? From whom to buy a Telecom? How the payment to be made? And so on. The consumer may also form an intention to but the most preferred brand. the consumer is looking for certain benefits from the product solutions. Second. but the choice is properly consumers. some basic concepts are: First. It may be to buy or not to buy. 4.

especially it can be hurt the environment. The larger the gap between expectation and performance. Dissatisfaction consumer may abandon and return the product. If the consumer satisfied. satisfaction is a function Of closeness between the buyer. 31 . Post Purchase Behavior:After purchase the product. the greater the consumer dissatisfaction. he or she will exhibit a higher probability of purchasing the product again. the marketer needs to know how they dispose of it. 6. Post Purchase Satisfaction:The buyer. the consumer will experience the same level of product. 8. post-purchase action. expectation and the products Perceiver performance. the product is probably not very satisfying. Post-Purchase Use or Disposal:The marketer should also monitor new buyers use and dispose of the product. 7. satisfaction or dissatisfaction with the product influence subsequent behavior. Post purchase Action:The Consumer.5. The Marketer’s job not end when the product is buying must monitor postpurchase satisfaction. If the consumer throws the product away. If the consumer store the product in a close. post-purchase use and disposal.

VODAFONE" Along with this I tried to find out the perceptions of the customer of different Age Group & different Professions which are using the services of these companies permanently are given below: • • • • • • • • To know the customer perception. To know the features of a mobile service which attracts the customer most. Comparative measurement of customer satisfaction level for various mobile services available in Delhi (ncr).OBJECTIVES The objective of the study is to know the comparative measurement of customer perception regarding the services of two major companies that are doing their business in Delhi (ncr) region. Scope of study 32 . To understand the main problems faced by the customer while using the mobile services. These two companies are: .AIRTEL. To understand the infrastructure of payment which is most uses by the customer. To know the media which affects the customer most while making there decision of using a mobile service. choice and preference regarding various mobile services. To know the level of Customer Loyalty regarding his service provider & he is a switcher who switches over time to time due to various reasons. Which mobile service is preferred most by the customers.

• • • • • It would help us to know about which one is better (Airtel or Vodafone) according to the customer. USE & IMPORTANCE OF THE STUDY 33 . Which company gives better service to their customers? It would help us to know about how many customers are loyal to their brands It would help us to know about the reasons regarding non preference Vodafone/Airtel.

which is better and why? RESEARCH METHODOLOGY 34 .• To study the psychology of customers in respect of their need :  Coverage area network  Variety of plans  Good signals  New services provided by them • Differentiation between Airtel/Vodafone in respect of consumer’s Perception.

RESEARCH METHODOLOGY CAN BE SUB-HEADING BY 35 . We use a particular method of research in the context of our research study and explain why we are using a particular method or technique and why we are not using other so that research results are capable of being evaluated either by the researcher himself or by others. It may be understood as a science of studying how research is done scientifically. In it we study the various steps that are generally adopted by researcher in studying his research problem along with the logic behind them. Researchers also need to understand the assumptions underlying various techniques and they need to know the criteria by which they can decide that certain techniques and procedures will be applicable to certain problems and others will not.Research methodology is a way to systematically solve the research problem. It is necessary for the researcher to know not only the research methods/techniques but also the methodology.

and at last carefully testing the conclusions to determines whether they fit the formulating hypothesis. Though researcher study has to its own specific 36 .• • • • • • • Research Research Design Sampling Design Data Collection Tools and Techniques Survey area Sampling Size RESEARCH Research in common parlance refers to a search for knowledge. collecting. making deductions and reaching conclusions. The main aim of research is to find out the truth which is hidden and which has not been discovered as yet. organizing and evaluating . data. One can also define research as a scientific and systematic search for pertinent information on a specific topic: The meaning of research is "a careful investigation or inquiry specially through search for new facts in any branch of knowledge" According to Clifford Woody – research comprises defining and redefining problems formulating hypothesis or suggested solutions. Objectives of Research The purpose of research is to discover answers to questions through the application of scientific procedures.

To portray accurately the characteristics of a particular individual. 1. 4. the collection and analysis of the data. situation or a group. To gain familiarity with a phenomenon or to achieve new insights into it. 3. To test a hypothesis of a casual relationship between variables. we may thin of research objectives as falling into a number of following broad groupings. To determine the frequency with which something occurs or with it is associated with something else. 2. Application and specification are the main characteristic 37 .purpose. RESEARCH DESIGN A research design is purely and simply the frame work of plan fro a study that guides.

Marketing research designs can be classified on the basis of the fundamental objectives of the research. Exploratory Conclusive (i) Descriptive (ii) Causal Performance monitor Since our research is descriptive type. There is mainly three types research design. Research Design in Case of Descriptive Research 38 . so research design is also a research design.

A number of marketing research studies are based on such designs. Specific predictions are possible Can study relationship between two or more variables. Descriptive Designs can be divides in two main categories: (1) Case method (2) Statistical Method SAMPLING DESIGN 39 . It is focused on the accurate description of the variables present in the problem.Importance of Descriptive Research These are able to describe the characteristic of certain groups. These designs try to find a complete and accurate description of a problem situation by providing specified methods for selecting the sources of information and the procedure for collecting data from these sources. The data is collected in such a manner that the ambiguous nature of cause and effect relationship in the phenomenon is reduced to maximum extent .These designs are used for some definite purpose.

Sampling is the process of obtaining information about an entire population by examining only a part of it. Sampling is used fro a variety of reasons such as : • • • • Sampling can save time and money Sampling may enable more accurate measurements. DATA COLLECTION METHOD 40 . Again in probability sampling simple random sampling is used. This sampling is stratified system. Sampling remains the only way when populations contains infinitely many members Sampling only remains the only choice when a test involves the destruction of the item under study Sampling Methods are divided Probability sampling Non-probability Sampling In my research probability sampling is used.

production and other records.Data collection methods are generally two types: • • Primary Data Secondary Data Primary Data The primary data are those which are collected a fresh and for the first time and thus happens to be original in character. The primary data is collected in the process of questionnaire and interview of the outlets. In my research the secondary data collected from the company sales. TOOLS AND TECHNIQUES 41 . Secondary Data The secondary data are those which have already been collected by someone else and which have been already been passed through the statistical process. The other data was collected from research report.

Again the research is descriptive type. The analysis is done through the tabular and graphical representation.The data was collected through questionnaire method and personal interview. These size are generally outlets. • SURVEY AREA The research is done in the different areas of ghaziabad (DELHI NCR) which are given below: • • • • • • • Alpha 1 Alpha 2 Beta 1 Beta 2 Gama Sector 18 (Atta) Jagat Firm SAMPLE SIZE The total sample size I had cover is 100. Sample Size (n) = 100 AIRTEL Vs VODAFONE 42 .

right now. Of course. an over-30 per cent increase over the previous year. Vodafone And the winner is. Amit Ranjan Rai & Aarti Menon Carroll January 02. sustained and strengthened two of India's biggest telecom brands in the 10 years of mobile telephony. with over 10 million subscribers (15 per cent market share) may be No. With the recent acquisition of BPL Mobile.8 million mobile customers in a single quarter. 2012 Telecoms are rolling out like never before. Last quarter. What makes Airtel and Vodafone pull such numbers? The Strategist examines how Bharti Tele-Ventures Ltd and Vodafoneison Essar built. feelings? 43 . the company's busy rolling out networks. source: Cellular Operators Association of India) witnessed its highest-ever net addition of 1. but it has the highest average revenue per user. And it's not slowing down.pushing it up to the No. power. And that 100-million mark doesn't look too far away. 2 slot. The mobile subscriber base crossed 65 million in September 2012. market leader Airtel (22 per cent market share.200 in September) in the next three-four months.5 million later this month when the merger is formalized . the focus is more on its orange-pink transformation. over 15 million mobile subscribers. . . targeting its presence in over 4. 4 (behind Reliance and BSNL) at present. Vodafone.500 towns and locations (from 3. its subscriber base should increase to about 13. Airtel: Leadership.Airtel vs...

and the baseline was "the power to keep in touch". That's understandable: a handset cost about Rs 45. answering queries like "what is roaming?". "what is coverage area?" and "how to make international calls". the brand was all about it in network. the target customer was clearly defined: elite."In a service industry like telecom. Now. but when mobile telephony began in India a decade ago. The New Telecom Policy came into effect. and for Airtel 'brand=customer experience." says Diwan Arun Nanda. replacing licence fees with a revenue-sharing scheme and extending the license period from 10 to 20 years. innovations. people live a brand 24X7. In 1999. Airtel's communication changed from "power" to "touch tomorrow". It's all about experience. That's now. This was also a time when customers needed to be educated. the rules of the game changed. "From day one. up market professionals and entrepreneurs. Naturally. in a way that trivialised the price in the mind of the consumer. but customers' exposure to the cellular world was limited. Airtel took out full and half-page ads in newspapers." recalls Hemant Sachdev. As SEC B became part of the catchments area. joint managing director. chief marketing officer (mobility) and director. Airtel was on a power trip: the logo was black. the agency that has created all Airtel ads over the past decade. Bharti Tele-Ventures. but as something that gave him a badge value. cellular service operators could drop their prices and target new customer segments. It was pitched not merely as a mobile service. uppercase bold lettering.000 .and call charges hovered around Rs 16 a minute. The taglines emphasized that stance: "Airtel celebrates the spirit of leadership" and "The first choice of the corporate leaders"." says Rajan Mittal. CMD. "We positioned Airtel as an aspirational and lifestyle brand. interest levels were high. it was decided that the brand should always connote leadership . Rediffusion-DY&R.the price of a second-hand Fiat . 44 . offerings or services. Bharti Tele-Ventures Ltd.

" says Mittal. Airtel was the first cellular service provider to start customer centers (called Airtel connects). hello tunes. and an emotional communication that showed younger people. crowded market. In 2002." points out Mittal. Now. the emotional angle was predominant . one-stop shops where subscribers can not only pay their bills and have their queries answered. mobile telephony is now extending to even low-income mass categories. which is also its current tagline. "We were very clear that Airtel will be a service-led brand. The following year Airtel adopted the "Express yourself" positioning. Airtel signed on music composer A R Rahman and changed its tune to "Live every moment": Rahman's signature tune for Airtel is. too. "What matters is what the customers want. perhaps. they can shop for new phones. Communication was just part of the battle: customer service would prove more critical. though. But that was just part of the ongoing communication. like the Rs 200 recharge coupon.The focus now was on the endless possibilities of technology to make life good and advertising became two-pronged: a product-driven communication that showcased new offerings like the Magic prepaid card. black and white imagery to stand out in what was becoming a highly commodities. 45 . The customer care centers. where customers could pay their bills. stock tickers and M-cheques (mobile credit cards). the most downloaded ring tone in India. Accordingly. apply for new connections and touch and feel new handset models. surf the net and enjoy a cup of coffee. seems to be through product innovations such as easy charge (recharging prepaid connection through SMS).and stark. The way to the future. So the first TVCs in Hindi and regional languages are now on air. The latest campaign continues that thought. as are low-priced products. the Blackberry option. Only. are metamorphosing into "relationship centers".

it was working on innovative product offerings: in 1996. TBWA Anthem. but local relevance was built using celebrities to endorse the brand ("Citizens of Mumbai")." The international pedigree was underlined by the baseline "World in your pocket". "The advertising and the delivery of services were in tandem. "We consciously decided to cultivate the brand personality as foreign. Octane Communications. the campaign for the unknown Max Touch got underway. and for face-toface interactions. Even as Vodafone's communication appealed to the upper class. And if black proved to be Airtel winning co lour. Like Airtel.changed at the last minute from green .Vodafone: Co lour coded Back in 1995. part of Mudra's creative team for Max Touch. for instance. So. In February 2001. Vodafone. Max Touch found orange worked for it. The almost accidental use of the co lour in an ad campaign . "Can I use my phone in a lift?" "What is airtime?" International was believed to be synonymous with sophisticated. it introduced over-the-counter prepaid cards. the new Ogilvy campaign redefined conventional communication strategies." says Gangadharan Menon. using "Hello Bombay" as the tagline. Says Narayan Srivastava. Max Touch became Orange and the account shifted from Mudra to Ogilvy. and the customer service reflected that. By replacing a highly recognized brand with a virtual unknown in just two weeks. Max Touch introduced Integrated Voice Response systems. it was the first cellular company to establish national roaming.was fortuitous. In Mumbai. it also had ads like "Can I call STD?". too. director. later that year. 46 . and pitted against consumer electronic giant BPL. needed to educate consumers about cellular telephony. executive creative director. it had swanky customer spaces with smartly dressed executives who had been trained in customer relationships. ads compared the cost of a mobile phone call to an inexpensive cutting chain. then a member of Narayan's creative team. something that continued with Orange and Vodafoneison affiliates.

The new brand name also heralded the arrival of a new mascot.A big success factor was how inspirational overtones in brand imagery stayed. even though price wars had started." Harit Nagpal.such as "Privileges" (discount coupon booklets). A week later. the same billboards. though. Twelve other campaigns followed. all stylized to be uniquely Vodafone. it was time for another name change. When Vodafone launched the Abby-winning "Wherever you go our network will follow'" ad. cricket scores and stock market information . although to confuse the issue further. all emphasize the premium attributes of the service. Last month. Other services like Vodafone World (GPRS service). Effective branding has to be built on a bedrock of fundamentals of service . The next year. small value recharge cards (starting at Rs 10). vivid pink. Again. sported the Vodafone Tri-Star in a new. Vodafone. music and art events overlapped . each one with a single communication of a value-add.great network. which will also help mobilise small spenders. Orange had said a couple of months ago. the "Vodafone" pug. a unique dial-in 'convenience' service. Value-added services . but it was just one brand attribute. although strategic sponsorships of theatre. the brand's slogan was 'The future's bright. the future's orange'. Vodafone Alive (nonstop. Mumbai was overrun with billboards that simply said "Bye". chief marketing officer. viewers believed that was Vodafone's new slogan. The separate identities of the two brands were duly emphasized. 47 . Vodafoneison announced the creation of an umbrella brand.have formed as critical a part of Vodafone's marketing efforts as its advertising. along with the rest of the country. streaming action) and Vodafone4Help. "In a service business you can't have high imagery and low delivery. But now there's Chhota did the use of orange co lour. Mumbai retained the Orange brand. customer service and great billing systems. the co lour orange was a seminal attribute. And now there's pink.

said. In such a scenario. Naveen Chopra. 48 . AirTel is focused on functionality and efficiency. Principal. while Vodafone has been too fragmented. Harminder Sahni. but there are differences in approach.At the time. Ad recall for Vodafone has always been much higher. which has minimal media presence. Airtel is more powerful by sheer physical presence. Alchemist Brand Consulting Airtel seems to have consciously decided to go for the belly of the market and aggressive market expansion. Meenakshi Madhvani. Still. Managing Partner. Airtel chose to use music. Managing Partner. it would not be right to conclusively say that Brand A is stronger than Brand B. while Vodafone seems to be pursuing a relatively more sophisticated consumer. which is not nearly as effective. Overall. corporate vice president. KSA Technopak Vodafone has developed a more effective branding strategy purely through its emotional connect with customers. Spatial Access Brands of most mobile service providers enjoy a high unaided recall. while Vodafone has veered towards warmth and emotions. schemes and so on. Vodafoneison Essar. One would assume that this high level of awareness is driven by a constant media presence. services. Airtel or Vodafone? you choose Samit Sinha. While Vodafone used the powerful visual imagery of a dog. There isn't a great deal of differentiation in terms of pricing. and inculcate a new 'Vodafone spirit'. group marketing. "The idea is just to refresh the brand. But this logic does not explain recall for BPL Mobile in Mumbai." But the brand makeover had less to do with creating excitement and more with renouncing the Orange brand to Orange Telecom and creating the new pan-Indian Vodafone brand.

2006 in Advertisements on TV The latest advertisements from the two mobile giants in India: Vodafone and Airtel stars Rahul Dravid and Shah Rukh Khan respectively. then Airtel would rank reasonably high. I found Airtel to be far better for a variety of services it offers: 49 . if you consider adoption of the service by consumers as an indicator of brand strength. The difference however lies in their approach. the Vodafone ad is focused on the brand name. the star playing a double role. While. Perhaps. You cannot realize that the ad is for Airtel till the time they tell you that it is. Vodafone on the other hand is easily recognizable. On the other hand. TV Ads: Vodafone vs. Airtel Published by sushubh January 27th. Airtel ad is totally focused on Shah Rukh Khan. the difference in the footage given to the respective stars depends upon the money companies are spending on them. Vodafone Prepaid Filed in: Telecom Add comments I just switched from Vodafone postpaid to Airtel prepaid as far as my GSM mobile connection goes. but I also looked into Vodafone prepaid seriously before making the deal. that Vodafone is and Rahul is just used to enhance the effect. perhaps the difference lies on what the company wants to emphasize on… Airtel vs.However.

50 per month. 2 Responses to “Airtel vs.• • • CLIP is free with Airtel prepaid unlike Vodafone where it costs Rs. 2 each time with Vodafone! Airtel provides a free restricted GPRS service (Airtel Live) for free whereas Vodafone offer a WAP version called Planet Vodafone for Rs. 50 rental plus usage charges. • Airtel have a usage-only billed MMS service through Airtel Live whereas Vodafone requires you to sign up for Planet Vodafone GPRS that has a rental of Rs. Vodafone Prepaid” GINI I want to take a new connection of Airtel prepaid & want to know the price structure & I ant a connection in which there min prices for Sms & want a long validity card. 50 . (It costs Vodafone nothing!) Receiving missed calls alerts for when the phone was switched off is free whereas it costs Rs. Airtel has a full blown one with unlimited usage for Rs. then they’re welcome to inform me via the comments. 50 per month. but couldn’t come up with any. 150 per month. If any of my readers know of one. I did spare a moment’s thought in thinking if Vodafone offered any benefits that Airtel did not. I know that there is lifetime validity card but its call rates is very high & does Airtel has any special schemes for student.

Vodafone-Essar officials declined to comment. Kerala. the Hong Kongbased holding company for HTIL. Idea got the license for the Mumbai circle. which translates into an indirect 10% stake in the Indian mobile venture. Andhra Pradesh. the DoT nod for Vodafone-Essar’s all-India presence has come at a time when Egypt-based Orascom has expressed interest to pick up a controlling stake in HTIL.Vodafone. the only all-India global system for mobile communications (GSM) player. a Department of Telecommunications (DoT) source said. Maharashtra. Gujarat. Recently. The National Security Advisor had written to the DoT saying that the Orascom stake in Vodafone-Essar could be a threat to the country’s security as it has operations in Pakistan and Bangladesh. It is learnt that Aditya Birla group’s Idea Cellular too has been granted permission to operate its mobile telecom services in all 23 circles. Orascom has around 19% in HTIL. the latest being Rajasthan. it operates only in one metro-Delhi Besides Delhi. Vodafone son Whampoa. 51 . is set to face competition now. Applications filed by two other mobile service providers — Vodafone son Essar and Idea Cellular — have been cleared by the government for operating across all 23 circles in the country. Idea already has licenses for 11 circles and operates in 10 circles. Vodafone-Essar has also been permitted to operate its own national long distance (NLD) and international long distance (ILD) services. operates its mobile telecom services in 16 circles now. a joint venture between Vodafone Telecom International Ltd (HTIL) and the Essar group. Both Vodafone-Essar and Idea are GSM players. Himachal Pradesh and Rajasthan. Interestingly. Idea get nod for pan-India presence NEW DELHI: Bharti Airtel. Vodafone-Essar. According to sources. Idea has services in Haryana. UP (West). Vodafone-Essar. which is a majority joint venture partner in Vodafone-Essar. Madhya Pradesh. is against selling a controlling stake in HTIL to Orascom. The company applied to DoT for the remaining 12 circles a few months ago. Right now. At present.

Tata Teleservices.4 million and Idea over 10 million users. does not operate in J&K. ANALYSIS OF DATA • • • • • • Nature of Research Research Approach Contact Method Sample Size Sampling Criteria Research instrument - Descriptive Survey Personnel Interview 100 Random Sampling Questionnaires 52 . while Vodafone-Essar has around 19. and C circle like Himachal Pradesh. Among GSM players. among other places. Besides the four metros.While Bharti Airtel is the only GSM telecom player to be present across all 23 circles in the country. there are three circles-A. CDMA player Reliance Communications is present across 21 circles and the group’s GSM business Reliance Telecom operates in the remaining two circles of Assam and North-East. which are the territories of its sibling Mahanagar Telephone Nigam Ltd (MTNL). Punjab and Haryana. Bharti leads in subscriber numbers at over 27 million. Orissa and North-East. Assam and NorthEast. Bihar. Another CDMA player. Bharat Sanchar Nigam Ltd (BSNL) is present in all circles except in Delhi and Mumbai. B and C. B circle like Kerala. A circle constitutes places like Maharashtra. Gujarat and Andhra Pradesh. There are a total of 23 geographical circles across the country.

Firstly there is a customer surveyor's profile • • • • • • • Surveyor's Name Date of Survey Mobile No. Time of Survey Owner's Name Address Age 53 .


1. 2. 6% 5. 15% of respondent age group of 26-30. 5% 30. 15% (Sources: Questionnaire-personal detail) Comment:Above Graph shows are 30% of respondent in age group of 18-20. 37% 15. AGE WISE CLASSIFICTION Age (in year) 18-20 21-25 26-30 31-35 36-40 41& above Total No. 30% 18-20 21-25 26-30 31-35 36-40 41& above 37. 7% 6. of respondents 30 37 15 06 07 05 100 A w Classification ge ise Percentage (%) 30 37 15 06 07 05 100 7. 37%of respondent in age group of 21-25. OCCUPATION WISE CLASSIFICATION 55 . 7% and 5% respondent are come in 36-40 and 41&above.

of Respondents No. 12 respondents are businessman. INCOME WISE CLASSIFICATION P ro O th fe s tu er s en 56 . of respondents 47 30 12 08 03 100 Percentage (%) 47 30 12 08 03 100 O ccupation W C ise lassification 100 80 60 40 20 ic e m e n s t n N of respondents o. P ercentage (% ) 0 u s in e s d s io e rv S B S O ccupation (Sources: Questionnaire-personal detail) Comment:Above Chart Shows that 47 respondent are Servicemen out of 100 and 30 are the students.Occupation Servicemen Student Business Profession Others Total No. 3.

4. 25% (Sources: .000.000-20.000 15.000 10.000 of income level.000-15.000 income level.000-15. 11% of respondents are of 10. 7% of respondents are of 15. of respondents 54 25 11 07 03 100 Income Wise Classification Percentage (%) 54 25 11 07 03 100 7. ANALYSIS OF PREFERING TELECOM 57 .000-20.000 10.000 Above Total No.000 Above 25.Questionnaire – Personal Detail) Comment: Above graph shows that 54% of respondents are income in <=5000 income level.000 and remain 3% of respondents above 20. 11% 3.000 20.000-15.Income Level <= 5000 5000-10. 54% 15. 7% 11.000 54.000 20.000-20. 3% 5000 5000-10. Second 25% of respondents are of 5000-10.

5. of respondents 20 17 11 52 100 No. 52 % respondents prefer other Telecom to purchase. AGE V/S USAGE OF COMPANIE MOBILEPHONE Age (in year) 1-20 21-25 Airtel 15 23 Reliance 05 06 BSNL 03 03 Vodafone 02 03 Tataindicom 05 02 Total 30 37 58 .Telecom Shivani Dhru Siddhi Other Total No.Questionnaire) Comment:Above Chart shows that out of 100. of respondents Percentage (%) 20 17 11 52 100 Shivani 20% Other 52% Dhru 17% Siddhi 11% (Sources: . 20 % respondents prefer Shivani Telecom to purchase.

Of Respondents 09 02 01 01 51 02 00 2 01 16 01 01 02 00 10 03 01 01 02 12 00 02 01 01 11 15 06 07 05 100 Age V/S Of Companies Telecom 25 20 18-20 21-25 26-30 31-35 36-40 41& above 15 10 5 0 Airtel Reliance Vodafone BSNL Tata Indicom (Sources: .Questionnaire – personal detail) Comment:Above Charts shows that 51 respondents are use Airtel Company’s Telecom. 6.26-30 31-35 36-40 41& above Total No. And 16 respondents are using Reliance. Who is decision maker for purchasing telecom in your family? Sources Father Self Mother No. of respondents 46 42 10 Percentage (%) 46 42 10 59 .

And 42 % respondents are take decision by self for purchasing telephone. of respondents Percentage (%) Percentage (%) No.Questionnaire – personal detail) Comment:Above Graph shows that 46 % respondents take decision by father for purchasing telephone.Purpose to purchase mobile phone PRIMARY DATA Purpose Official use Home Status symbol Total No.Others Total 02 100 02 100 Decision maker for purchasing telecphone 50 40 30 20 10 0 Father Self Mother 10 10 2 2 46 46 42 42 No. of respondents Others (Sources: . of Respondent 17 23 10 50 Percentage 34 46 20 100 Purpose to purchase mobile phone 60 . TABLE–7.

34% Respondents have the purpose to purchase to Mobile Phone for status symbol. 8.% Respondent 50 40 30 20 10 0 Official use Home use Status symbol 34 20 % 46 • • • 34% Respondents have the purpose to purchase to Mobile Phone for official use. 46% Respondents have the purpose to purchase to Mobile Phone for off home use. RATE THE FOLLOWING ATTRIBUTES OF SHOW ROOM 61 .

Attributes Excellent Very Good 24 35 20 Good Average Poor Total Available After Service Knowledge Sales man 30 16 Of 20 18 24 23 16 15 20 12 10 17 100 100 100 Service Infrastructure Total 22 12 100 11 10 100 15 20 100 19 30 100 13 48 100 100 100 500 62 .

Questionnaire – personal detail) Comment:Above chart shows that 30 respondents out of 100 are available who give Weight age on the excellent and second 35 respondents out of 100 are after service who gives Weight age on the Very Good. 23 respondents are Knowledge of salesman who give Weight age on the good. 29 respondents are Infrastructure who gives Weight age on the Very Good.Attribute of show room 100 90 80 70 60 50 40 30 20 10 0 Available After Service Knowledge Of Sales man Service 30 16 24 35 21 20 18 29 25 12 Infrastructure 18 24 23 27 12 16 10 15 20 16 11 19 17 20 Poor Average Good Very Good Excellent 22 (Sources: . no of respondents 63 . 27 respondents are service who give Weight age on the good.

then in exchange offer 31 respondents out of 100 are give a very good rank. in cash discount 34 respondents are give a average rank 64 .9. RESPODENTS' RESPONSES ON ATTRIBUTES Attributes Festival Offer Exchange Offer Special Gift Cash Discount Anniversary Offer Total Excellent 43 15 20 11 11 100 Very Good 21 31 14 21 13 100 Good 12 29 30 19 10 100 Average 14 12 20 34 20 100 Poor 10 13 16 15 46 100 Total 100 100 100 100 100 500 Anniversary Offer Cash Discount Poor Average Good Very Good Excellent Special Gift Exchange Offer Festival Offer 0 20 40 60 80 100 (Sources: -Questionnaire – personal detail) Comment:Above graph shows that in festival offer 43 respondents out of 100 are give a excellent. in special gift 30 respondents are give a good rank.

10. RATE THE FOLLOWING FEATURE YOU HAVE PURCHASE AIRTEL Attributes Excellent Very Good Good Average Poor Total Networking 31 26 15 18 10 100 Available 14 25 32 16 13 100 Price 16 22 42 11 09 100 After Service 20 31 25 14 10 100 Connectivity 21 36 17 15 11 100 Advertisement 18 25 15 26 16 100 Color 20 24 26 10 20 100 Average 27 24 20 15 14 100 Total 167 213 192 125 103 800 65 .

Questionnaire – personal detail) Comment:Above graph show that respondents give more weight age to the connectivity then after they give more weight age to the mileage before purchasing motorcycle.Networking Available Price After Service Connectivity 27 20 18 21 20 22 25 31 24 25 24 26 15 36 31 20 15 10 26 17 15 14 11 16 14 20 16 11 10 9 13 10 Excellent Very Good Good Average Poor 25 42 32 26 15 Advertisement 16 Color Average 0 14 18 20 40 60 80 100 (Sources: . 66 .

FINDINGS During the project we meet various people & trying to find their perception regarding various mobile services in the Ghaziabad. 67 . Which have come just now in the city have capture a good market. Vodafone management is not able to make their services available to the general customer because of shortage and black marketing of there sim cards and recharge coupons number of customer have switched towards other mobile service. Vodafone is the leading mobile service provider in the Ghaziabad region & it is far ahead from there competitors in terms of customers. But the Airtel is also creating an image on the high-class customers by its good network and good quality of voice in the long distance. In starting it is well accepted by the people by its low call rate & some and good connectivity. While studying we find that the main customer or the users of mobile services are the self-employed persons who have their own business & other major users are the college going students. The Airtel is the choice of the high class and the people who worked in the higher position. Vodafone is capturing a lot of market because of its good networking in rural area.

But Vodafone is no fear of it because the young customers are more attracted by it. Customers are aware about the name of both the companies. now the Vodafone takes over Airtel and now they give the new schemes in the market and for the customers. They prefer to buy both. The result is that the Vodafone is better then the Airtel in the Ghaziabad region. Airtel is preferred by the every class and it established it self as a better quality and better service provider then its competitors. Last but not the least. we can say that the both the Airtel and the Vodafone are going equally to the customer and they choose and at the time of purchasing. The customers in Ghaziabad thinks that the connectivity and network of Vodafone is good then the Airtel 68 . In this research we fined that the both Airtel and Vodafone are the wellestablished companies in the market. Airtel is the more popular then the Vodafone.CONCLUSION This research report is conducted to compare the two biggest competitors in all time in the telecom sector.

• • • The companies should try to increase there capacity to solve the problem. For a particular order particular person should be made responsible not a group as a whole this will increase the commitment of that. • • Marketing people should be given incentives for each order they company. • There. Companies should also start promotional schemes for the customer. bring to the connectivity 69 . • Company should encourage to solve the customer complaint customer satisfaction should be the ultimate aim of the organization so customer complaints should be removed. which can be removed by taking necessary steps. I would like to suggest few point over which top management should think and take corrective action to overcome those drawback due to which Mobile Service providing companies & authorized dealer has gradually losing its market position so that the company must take following measure to regain its market position. person towards the work and would make him feel more responsible towards an order. It could be a fix percentage. The local persons are appointed more in the field of marketing to attracts the customer. & they should also try to increase the range of there signals in the city.RECOMMENDATIONS During the project I found inconvenience faced by the customers. The marketing personnel should give complete feedback with logical rejoining from the market to increase service standards. • • • Promotion by local advertisement & on electronic media more as to print media as it is the biggest media to reach common customer. To attracts the customer the firms should improve there services by introducing latest technology in the market.

This has underpinned its large and rising customer base Weaknesses • An often cited original weakness is that when the business was started by Sunil Bharti Mittal over 15 years ago. • The company has covered the entire Indian nation with its network. It is the largest cellular provider in India. and also supplies broadband and telephone services . which was a particular strength of some of its competitors such as Hutchison Essar. • Until recently Airtel did not own its own towers. Nokia .SWOT Analysis On Airtel Strengths • Bharti Airtel has more than 100 million customers (July 2010). 70 . with whom they hold a strategic alliance. • The fact that the Airtel has not pulled off a deal with South Africa's MTN could signal the lack of any real emerging market investment opportunity for the business once the Indian market has become mature.and Sing Tel. So the start-up business had to outsource to industry experts in the field. Towers are important if your company wishes to provide wide coverage nationally. • Other stakeholders in Bharti Airtel include Sony-Ericsson. the business has little knowledge and experience of how a cellular telephone system actually well as many other telecommunications services to both domestic and corporate customers. This means that the business has access to knowledge and technology from other parts of the telecommunications world.

The new iPhone will be launched in India via an Airtel distributorship. Another strategic partnership is held with BlackBerry Wireless Solutions.000 to 160. and to question industry approaches and practices . This new business will control more than 60% of India's network towers. • Despite being forced to outsource much of its technical operations in the early days. Vodafone which owned a 5. this allowed Airtel to work from its own blank sheet of paper.6% stake in the Airtel business sold it back to Airtel. The tie-up with Google can only enhance the Airtel brand. as the company moved into small and remote villages and towns. • The company is investing in its operation in 120. IPTV is another potential new service that could underpin the company's long-term strategy. • Global telecommunications and new technology brands see Airtel as a key strategic player in the Indian market. and also so that the business benefits are scalable .Opportunities • The company possesses a customized version of the Google search engine which will enhance broadband services to customers. and instead 71 . and also provides advertising opportunities in Indian for Google.for example replacing the Revenue-PerCustomer model with a Revenue-Per-Minute model which is better suited to India.using its 'Matchbox' strategy. Threats • Airtel and Vodafone seem to be having an on/off relationship.000 small villages every year. • Bharti Airtel is embarking on another joint venture with Vodafone Essar and Idea Cellular to create a new independent tower company called Indus Towers. It sees that less well-off consumers may only be able to afford a few tens of Rupees per call.

Airtel Telemedia Services & Enterprise Services. The businesses at Bharti Airtel have been structured into three individual strategic business units (SBU's) Mobile Services.invested in its rival Hutchison Essar. 72 . • Bharti Airtel could also be the target for the takeover vision of other global telecommunications players that wish to move into the Indian market. Bharti Airtel since its inception has been at the forefront of technology and has steered the course of the telecom sector in the country with its world class products and services. Knowledge and technology previously available to Airtel now moves into the hands of one of its competitors. Perhaps this was an impact upon the decision not to proceed with talks about the potential purchase of South Africa's MTN in May 2008. • The quickly changing pace of the global telecommunications industry could tempt Airtel to go along the acquisition trail which may make it vulnerable if the world goes into recession. allowing a competing Inidan industrialist to invest in the new emerging African telecommunications market. India's largest integrated and the first private telecom services provider with a footprint in all the 23 telecom circles. This opened the door for talks between Reliance Communication's Anil Ambani and MTN. Airtel comes to you from Bharti Airtel Limited.

SWOT Analysis On Vodafone


Diversified geographical portfolio with strong mobile telecommunications operations in Europe, the Middle East, Africa, Asia Pacific and to some extent the US Network infrastructure Leading presence in emerging markets such as India

 


-Negative return on assets (ROA) underperform key competitors like AT&T, BT Group, Deutsche Telecom - US business not nearly as strong as European/rest of the world operations - 80% of its business is generate in Europe (see below for explanation) - WTF

• • • •

Focus on cost reductions improving returns Majority stake in Hutchison Essar in India Research and development of new mobile technologies WTF


-Highly competitive market -Still lags behind major competitors in the US - Extremely high penetration rates in key European markets - European Union regulation on cross-border cell phone usage by customers - WTF


• • • • • • • • • • customers are not aware of new plans (airtel/vodafone) Cost is the biggest factor in post paid. Very few schemes are available in the prepaid plans (Ghaziabad). Low or weak signals. They take more time in connectivity. Low sales promotion support, company is not paying much attention in advertising plans and schemes. Low penetration rate among customers. Products and services available to the customers are expensive. Services provided by Airtel / Vodafone are not up to the mark. Unawareness to customers about the new plans of airtel/vodafone.


MARKET SALES SURVEY QUESTIONARE: Name: ……………………………… Contact No.: ……………………….. Sex: ……………………. Address: ………………………………………… ………………………………………………………………………………….. 1. What is your full time profession? a) Business c) Private Jobs e) Housewife 2. Marital Status ? Single [ ] Married [ ] b) Govt. Service d) Retired

3. Monthly House Hold Income (RS)? > 5000 10-15,000 [ [ ] ] 5-10,000 [ ]

4. Do you pusses a mobile connection? Yes [ ] No [ ]

5. Which mobile service you use? Airtel Others [ [ ] ] Vodafone [ ]


Are you satisfied with your current service provider? Yes [ ] No [ ] 9. How you came to know about your service provider? Banners [ T. Do you want to change your service provider in future? Yes [ ] No [ ] 11.6. Which mobile service you prefer? Prepaid [ ] Postpaid [ ] 8. If yes which service you preferred? Airtel [ ] ] Vodafone [ ] Others [ 76 . Which feature of your service provider attracts you more? Connectivity Price Free Roaming [ [ [ ] ] ] ] Free SMS Free Chatting [ E-mail Call Divert [ ] [ [ ] ] ] Group Massaging [ 10. ] [ ] Magazines Friends [ [ ] ] 7.V.

. Phone No: ……………………………………………… ii). Name: ………………………………………………….. Address: ………………………………………………. ………………………………………………… ………………………………………………. ……………………………………………….. Address: ………………………………………………... Phone No: ……………………………………………… Sign: ……………………………… Date: ………………………… 77 . Why you preferred this service? Connectivity [ ] Price [ ] ] ] Free SMS [ ] ] [ [ ] ] Free Chatting [ E-mail Call Divert Free Roaming [ Group Massaging [ 13 .12. Name: …………………………………………………... ……………………………………………….. Please give references of two people those who might be interested: i). ………………………………………………… ………………………………………………. MAGAZINE • • • • My Mobile Business world Digital India Business India 78 .com Fundamentals Of Marketing Saxena Rajana (2004) Marketing Management WEB SITE • • • • www. Kothari (2004) Research Methodology www.BIBLIOGRAPHY TEXT BOOK • • • • • Philip Kotler (2004) Marketing management C.vodafone.Berry (2002) Marketing Research Stanton Williamj.Vodafone.