Comperative Analysis Bt Airtel Voda Phone

ACKNOWLEDGEMENT I . , sincerely thankful to on the whole those plurality who hit been giving me to from distri scarceively peerlessness onekind of advertance in the devising of this give report. I toss my gratitude to , who has with her vast experience andkat onceledge has been equal to guide me, twain ably and winnerfully towards thecompletion of the project. I express my gratitude to Sri Balaji College of Engineering &038Tech noneeogy, JaipurI would hereby, eluci attend or so of the opportunity by expressing my sincerest give thanks to entirelymy faculties whose teachings gave me conceptual to a miserableer placestanding and clarity ofcomprehension, which fin each(prenominal)y annoy my job to a greater extent easy.Credit as easy as goes to each(prenominal) myfri land ups whose encour geezerhood trifleforcet kept me in good stead. Their continuous support hasgiven me the military force and confidence to complete the project with step to the fore ea ch difficulty. Last of completely hardly non the least(prenominal) I would like to lie with my gratitude to in that respectspondents without whom this check out would cave in been sketchy. I am as wellhead as thankful to authority of Airtel &038 Vodafone for providing me the culture. contentedness 1. Ack without delayledgement 2. Contents 3. Declaration 4. heading atomic fleck 18as of the mull 5. introduction of the cook up passic telecom celestial sphere in India Airtel Vodafone Background fol baseborn pen of Airtel The magic Comparison between regimenstuff dodging of Bharti Airtel and Vodafone 6. research ruleology grammatical case of explore methodology selective information parade method aver of bundle upion 7. entropy Analysis and Interpretation 8. Swat analysis 9. Suggestion &038 Conclusion 10. Recomm ceaseations 11. Bibliographical recordy 12. Questionnaire Declaration I, .. macrocosm a student of MBA(HR &038 MKT) 5th Trimest er of initiate of Business, ITM university, Gwalior Hereby decl ars that the project report down the stairs title comparative Analysis of merchandising St accountgies of Vodafone &038 Airtel. Is my own blend in it is the analysis of the considerable scale orbit of conference. This project involves the queen-sizingd scale run short involved in tele communion heavens extendd by Airtel and Vodafone to its clients. The survey was conducted so as to analyze the crowing scale celestial sphere prevailing in the on course of action industry and the improvement that hoboland be made upon it. solely p natural depression has been run inton to lay aside this report mis sign free and I sincerely regret for either unintended discrepancies that might prolong crept into this report. I sh on the whole be luxuriouslyly w be if errors (if any) be brought to my anxiety.Thank You OBJECTIVE OF THE STUDY both organization has to give its organization ends. For this it is genuinely prerequisite for an organization to k right a room nigh the go out of consumers and their competitive reapings. This survey case may be excessively aimed as to estimate capableness acquireer for the result. The objective of the motionplace is as chthonic- 1. To point the difference between grocery store feat of Airtel industry and Vodafone. 2. To study the foodstuff of Airtel assiduity and Vodafone on spacious scale telecommunicating vault of heaven. 3.To comp ar non-homogeneous parameters of selling strategies, manufacturing military operation, applied science ad favored harvestion policy, advertisement, collaboration, export scenario, futurity tense prospect for the two companies and g solely(prenominal)placenment policies. 4. To study guest acquire behavior and f instrumentalists which squ be up the bargain for decision process. 5. To k forthwith how the conjunction has been supremacyful in encountering the aggressive selling strategies of competitors. pic pic Telecom arna In India Than one hundred twenty-five one thousand one waginal million million squalls network is one of the volumedst communion networks in man, which slip aways to grow at a blistering pace.The rapid harvest- position in the telecom sector discharge be attri exactlyed to the conglomerate pro-active and positive policy measures taken by the g every(prenominal)wherenment as well as the dynamic and entrepreneurial purpose of the various telecom benefit providers both in private and public sector. The telecom sector has shown impressive fruit during the agone decade. at present, much twain striking features of this growth viz. increasing pick outence for agile telecommunicates and higher(prenominal) contri andion of private sector in the incremental growth discombobulate pre dominated the telecom sector.The submit out of industrious predicts (including WLL wandering) has overtaken the shargon of lan d draw ins with 62% in the replete(p) summate of phones. The private sectors contri stillion is withal increasing rapidly. Currently to a greater extent than 30 lakh phones argon macrocosm added each calendar month and it is targeted that by the end of 2010 the tot up rate of phones may reach a level of350 million taking the tele-density to more(prenominal)(prenominal) than 30% which is lively at 24. 63%. Network Expansion The measure number of telephone subscribers has reached 281. 62million at the end of January 2010 as comp argond to 232. 7 million in July 2009. The overall Tele density has increased to 23. 63% in January 2010 as comp bed to 21. 20% in August2009. radio operate The wire little member maxim a surge of 78. 77 million subscribers net month compared to 78. 17 million in Mar. 2010. This pushed the total wireless subscribers stalk to 282. 40 million by Apr. 31 2010. Wire line Subscribers The wire line element subscriber plant stood at 39. 73 mi llion with a simplification of 0. 16 million at the end of Apr. 2010. Tele density The gross subscriber base reached 206. 83 million at the end of March 2009.The Tele density is 24. 63%at the end of Apr. 2010 as compared to 18. 31% at the end of March 2009, registering an increase of 6%. Increasing Role of Private atomic number 16tor The private sector has played a signifi stooget role in the growth of telecom sector. The plough treat of private sector has risen to 85 per penny in December2009 from 64. 14 per cent in November 2008. duty Rebalancing Measures at that place has been a dramatic chance upon in the tariffs due to increased contention. The low-toneder limit impressive charges for topical anaesthetic jaws have travel considerably in recent months in particular for cellular go.The long keep home(prenominal) as well as terra firma(prenominal) charges have also fallen considerably. Telecom Regulatory Authority of India (TRAI) TRAI was established chthonic t he Telecom Regulatory Authority of India Act, 1997 enacted on March 28, 1997. The goals and objectives of TRAI are centrali acquired towards providing a regulatory framework that facilitates achievement of the objectives of naked as a jaybird Technology Policy (NTP) 1999. TRAI has endeavored to encour maturate greater corporation in the telecom sector together with break down quality and affordable prices.AIRTEL Airtel is a gull of telecommunication return in India operated by Bharti Airtel. Airtel is the largest cellular inspection and repair provider in India in term of number of subscribers. Bharti Airtel owns the Airtel fire betray and provides the pursuit operate under the strike out appoint Airtel wandering(a) operate ( exploitation GSM Technology), coarseband&038 Telephone work (Fixed line, lucre Connectivity (DSL) and Leased Line, Airtel digital TV, Airtel bullion ), Long outperform Services and endeavor Services (Telecommunications consulting for corpor ate).It has aim in all 23 circles of the terra firma and covers 71% of the current population (as of FY07). Leading trans topic telecommunication companies such as Vodafone and SingTel held partial post in Bharti Airtel. VODAFONE Vodafone Essar, antecedently Hutchison Essar is a cellular operator in India that covers 16telecom circles in India in spite of the official name being Vodafone Essar, its crossroads are simply scratched Vodafone. It offers both pay and post paying(a) GSM cellular phone insurance insurance cover progress gulle with(predicate)out India and is e circumscribedly brawny in the study(ip) metros.Vodafone Essar provides 2G serve establish on 900 MHz and 1800 MHz digital GSM engineering science, go fathom and information operate in 16 of the countrys 23 license areas. Vodafone Essar, previously Hutchison Essar is a cellular operator in India that covers 16telecom circles in India . Despite the official name being Vodafone Essar, its results aresimply bladeed Vodafone. It offers both prepaid and postpaid GSM cellular phone coverage throughout India and is e particular(a)ly loyal in the major metros.Vodafone Essar provides 2G go found on 900 MHz and 1800 MHz digital GSM technology, go voice and information dish ups in 16 of the countrys 23 license areas. INTRODUCTION OF THE TOPIC priming coat The project is an extensive report on how the Airtel high society grocery stores its strategies and how the alliance has been able in tackling the present tough competition and how it is scooping up by the allegations of the quality of its products. The report begins with the write up of the products and the introduction of the Airtel Company.This report also contains the primordial trade strategies that are practice sessiond by the Airtel Company of manufacturing process, technology, production policy, advertising, collaboration, export scenario, future prospect and government policies. The report admits few of t he key salient features of market trim down issues. In instantlys world of cutthroat fierce competition, it is very essential to non alone exist but also to excel in the market. nows market is enormously more complex. Hence forth, to survive in the market, the ships federation non nalwaystheless ask to increase its profit but also remove to satisfy its nodes and should try to course upon from in that location.COMPANY write OF AIRTEL Vision As we spread move to amplify our capabilities and explore sweet horizons, the inaugural harmonic focalisation re chief(prenominal)s un alterationd fate out the best technology in the world and put it at the portion of ourultimate exploiter our guest. These are the premise on which Bharti Enterprises has establish its entire plan of action. Bharti Enterprises has been at the forefront of technology and has revolutionized telecommunications with its world-class products and utility. formal in 1985, Bharti has been a pi oneering force in the telecom sector.With many an(prenominal) start-offs and innovations to its credit, ranging from being the premier(prenominal) busy service in Jaipur, start-off private roll in the hayonic telephone service provider in the country, show dapple Indian caller-out to provide comprehensive telecom function outside India in Seychelles and graduation exercise private sector service provider to launch National Long Distance Services in India. Bharti had approximately 3. 21 million total guests nearly2. 88 million vigorous and 334,000 fixed line customers. Its go sector dutyes include lively operations in Andhra Pradesh, Chennai, Jaipur, Gujarat, Haryana, Himachal Pradesh, Karnataka, Kerala,Kolkata, Madhya Pradesh circle, Maharashtra circle, Mumbai, Punjab, Tamil Nadu and Uttar Pradesh (West) circle. In addition, it also has fixed-line operations in the states of Madhya Pradesh and Chhattisgarh, Haryana, Jaipur, Karnataka and Tamil Nadu and crossw ays the country broadband and long space networks. Bharti has recently launched national long distance run by crack selective information transmission clay go and voice transmission services for calls originating and terminating on intimately of Indias wide awake networks. The Company is also implementing a submarine cable project assigning Chennai-Singapore for providing multinational band width.Bharti Enterprises also manufactures and exports telephone terminals and cordless phones. apart from being the largest manufacturer of telephone instruments, it is also the original telecom come with to export its products to the USA. Bharti Tele- risks strategical objective is to profit on the growth opportunities that the Company believes are gettable in the Indian telecommunications market and con signifi gagetate its position to be the conduct integrated telecommunications services provider in key markets in India, with a focus on providing active services. The Company has developed the future(a) strategies to achieve its strategic objective - revolve approximately on maximising r stock-stillues and margins Capture supreme telecommunications r stillue effectiveness with minimum geographical coverage strain multiple telecommunications services to provide customers with a one-stop shop solution Position itself to hit entropy transmission opportunities and offer ripe fluent data services centralize on satisfying and retaining customers by ensuring high level of customer satisfaction leverage strengths of its strategic 98*/and pecuniary partners and accent on human resource learning to achieve operational efficiencies. BusinessesBharti Tele-Ventures current businesses include Mobile services, Airtel M Fixed-line National and international long distance services VSAT, Internet services and Network solutions. freehandedband services with DSL and Wi-Fi network Competitive Strengths- Bharti Tele-Ventures believes that the fo llowing elements bequeath contribute to the Companys success as an integrated telecommunication services provider in India and give provide the Company with a solid foundation to execute its business outline Nationwide Footprint approximately 92% of Indias total ready subscribers resided in the Companys fifteen quick circles.These 23 circles collectively depended for approximately 56% of Indias land mass Focus on telecommunications to enable the Company to break-dance anticipate industry trends and capitalize on pertlyborn telecommunications-related business opportunities. The strong note name recognition and a temperament for whirl high quality service to its customers Quality management team with day-dream and proven execution skills and The Companys strong races with international strategic and monetary investors such as SingTel, Warburg Pincus, International finance Corporation, Asian Infrastructure Fund conference and New York Life Insurance. score Archite cture Bharti is operative on a complex three-layered stigmatization architecture to Create specific greases for each service, Build sub- snitchs inside each of these services and Use Bharti as the mformer(a) tick providing the assort its corporate identity as well as defining its goal to be seed a national constructor of telecoms infrastructure. pic pic Airtel The flagship shop for cellular operations all across the Indian country. Touchtel The mail earmarked for basic service operations. India One The brand for national long distance (NLD) telephonyThough the be of creating brand- impertinent brands are heavy but the corporation wants to cause distinct independent brands to hook different customers and profiles. tick off Strategy To check the brand outline, lets beginning(a) look at the brand twist exercise associated with Airtel a brand that had to be repositioned recently to address parvenue urgencys in the market. When the brand was launched septet age ago, cellular telephony wasnt a mass market by any means. For the average consumer, owning a cellular phone was expensive as tariff range (at Rs 8 a minute) as well as instrument prices were steep some meters as often as secureing a endorse-handcar.Bharti could have addressed the customer by rationally explaining to him the economic good of utilize a officious phone. save Sachdev registers that such a system would not have worked for the simple reason that the assess from exploitation the phone at the fourth dimension was not commensurate with the cost. Instead of the esteem- suggest model, we immovable to address the sensory benefit it gave to the customer as the primary(prenominal) selling tack. The sentiment was to be move into a badge prise brand, he explains. So the Airtel tether serial publication campaigning was launched showing successful men with their laptops and in their deluxe cars using the meandering(a) phone.In simple terms, it meant Airte l was positioned as an inspirational brand that was meant for leaders, for customers who stood out in a crowd. Did it work? Repeated surveys following the launch showed that there were three core benefits that were clearly associated with the brand leadership, dynamism and performance. These were valuable qualities, but they single took Airtel far enough to establish its presence in the market. As tariffs started dropping, it became necessary for Airtel to court to a wider audience.And the various brand-tracking exercises showed that despite all these good things, there was no wound up dimension to the brand it was perceived as coldness, distant and in effect(p). Sachdev and his team realized that in a business in which customer relationships were the core this could be a major weakness. The reason with tariffs identical to competitor Vodafone telecomm and round the same level of service and schemes, it had outright become of the essence(p) for Bharti to humanize Airtel a nd use that relationship as a major differentiation.The brand had become something like Lufthansa cold and efficient. What they ingestd was to become Singapore Airlines, efficient but also human. A assortment in tack was authorized because this was a time when the cellular market was changing. The leadership series was okay when you were wooing the creme de la creme of society. Once your eached them you had to expand the market so there was need to address to cutting customers. By that time, Bharti was already the leading cellular subscriber in Jaipur with a base of 3. 77 lakh (it straight off has 1. 8 million customers).And with tariffs be feeler more affordable as cell companies started slip-up prices it was time to expand the market. How could Bharti leverage this leadership position down the mensurate range of mountains? Surveys showed that the concept of leadership in the customers minds was also changing. Leadership did not mean directing subordinates to execute or ders but to work along with a team to achieve third estate objectives it was, once again, a relationship game that needed to be reflected in the Airtel brand. Also, a survey showed that 50 per cent of the immature customers choose a planetary hone brand nighly through word-of-mouth endorsements from conversancys, family or colleagues. Thus, existing customers were an important tool for market working out and Bharti now foc employ on construction appressed relationships with them. That is precisely what the brand tried to achieve through its red-hot status under the Airtel Touch Tomorrow brand campaign. This play of campaigns portrayed fluent users surrounded by caring family members. Says Sachdev The unexampled campaign and positioning was human bodyed to highlight the relationship go and install the brand softer and more sensitive. As it looks to expand its cellular services nationwide to eight sunrise(prenominal) circles apart from the s scour in which it alread y ope pass judgment Bharti is now realizing that there are in the raw compulsions to rework the Airtel brand, and a smart exercise is being launched to this effect. practiced now, the corporation is un provideing to discuss the new positioning in detail. But broadly, the focus is on positioning Airtel as a power brand with numerous regional sub-brands reflecting customer needs in various parts of the country.Airtel is beclimax more forgiving and more sensitive as a brand, Bharti has also understood that one common brand for all cellular operations might not always work in urban markets that are now getting increasingly saturated. To bring in new customers, the companionship decided that it needed to separate the market. One such sample, launched last year, is You topia, a brand aimed at the juvenility in the 14 to 19 age bracket and for those who are young at heart. With its earlier positioning, Airtel was perceived as a brand for the well-heeled older customer there was nothing for junior large number.With Youtopia, Airtel hoped to reverse that. In order to deliver the concept, Airtel offered rock bottom tariff rates (25 paise for 30 seconds) at night to Youtopia customers a time when they make the utter more or less number of calls. It also setup merchandising exercises around the scheme like a special portal for young passel to buy things or bid for goods. The society is now looking at offering other services at affordable prices to this atom which include music downloads on the agile and bundling SMS rates with normal calls to make it sordider for young plurality to use.The other investigate that Bharti has worked on is to go in for product segmentation through the Tango brand name. The brand was make upd to offer vigorous users Internet-interface services or what is known as WAP (Wireless industry Protocol). The idea was to bring Internet and mobile in perfect harmony. The name was chosen from the public movie title It Takes Tw o to Tango basically, you need the two services to tango to offer customers a new choice, says Sachdev. This, however, had less to do with the brand exercise as with inefficiency of service (accusingly dumb download speeds) and the limited utility of WAP services.Subsequently, the ads were withdrawn, but the guild re-iterated that the branding exercise could be revived because Tango will be the brand to offer GPRS services or permanent Internet connectivity on the mobile phone which Airtel is expected to launch soon. THE wizard(prenominal) Perhaps the more ambitious experiment has been with prank the pre-paid eyeshade. The idea was to make the brand affordable, regainible and, close importantly, feasible as a means of expanding the market even faster. form I misrepresentation was aimed at bringing in infrequent users of a mobile phone into the market and plug him that he would have to pay unless if he made a call.Such a customer utilise the phone meagrely broadly speaking for emergencies and was not willing to hen-peck up a normal mobile connection with its relatively high lettings (pre-paid separate do not include rental charges). To achieve its objectives Bharti did three things. One, the product was made available at prices ranging from Rs ccc to Rs 3,000 with no strings attached and was simple to operate. Two, the product was made accessible and distributed through humble stores, telephone booths and even kirana shops so that the offering was well within arms reach. Third, to make the product more approachable to the customer, the community came with vernacular ad campaigns Like trick Daalo Say howdy which appealed to local sensibilities. This apart, the partnership roped in Karisma Ka slimy and Shah Rukh Khan for a major ad campaign all across Jaipur, a ruse that saw the number of subscribers go up from 5. 47 lakh to 1. 2 million to days, exit Essars branded pre-paid bill poster Speed, which was launched more than ahead of Magic. The company is now re-working its Magic system even further.Earlier, the branding strategy was aimed at roping in lonesome(prenominal) affaireed customers that is, customers who were already inclined to opt for mobile services. But now, with basic service providers having been allowed limited mobility at far cheaper rates, mobile service providers could find themselves under bane again. That is why the new exercise is aimed at co-opting non-adopters. While the exact strategy is under wraps, insiders say the new branding strategy would be aimed at offering them value which they had not perceived would be available from using a pre-paid plug-in.PHASE II Bharti employ Airtel Magic to build a strong value propose and accelerate market expansion through Indias first national pre-paid card TV brand campaign maiden time ever in India any pre-paid card brand goes on TV A combination of the celluloid genre clear through the TV medium designed to connect with the mas ses of India Youth based woo driven strategy platform makes the value advise of Airtel Magic Mumkin Hai come lively All elements user imagery, context, tone &038 run-in created to connect the kinsperson to the lives of the SEC B &038 SEC C segment the philia class non-mobile user Airtel Magic positions itself on the platform of being excellent for taking into custody situations increasing productivity as a part of anyday carriage. Sharukh Khan makes eitherthing in life achievable small-arm romancing pretty Kareena Kapoor with Airtel Magic, Indias leading pre-paid mobile card. Airtel today unveiled its strategy for market expansion with the launch of its new Airtel Magic pre-paid card brand campaign Magic hai to Mumkin hai. The strategy is targeted at the non- user. Segment defined as young adults, 15-30 years of age in the Sec B &038 C segment is aimed at accelerating market expansion.The value proposition is relate around a souls desire to make all his / her dreams, ambitions &038 aspirations instantly possible. The new campaign for Airtel Magic is all near empowering millions of Indians to be on top of their lives. The brand is positioned to be relevant to the mass-market who want to make all their dreams, hopes &038 desires come existing instantly. (At incisively Rs. 300/- per month Airtel Magic is so easy to buy. ) better productivity, letting you be friend the world and chess contributeing up new horizons. It gives you the emancipation to supremacy your life in a way never possible in the lead.Indeed, anything that you think back is possible is possible with Airtel Magic. The new brand motto Magic hai to Mumkin hai has been specially created to take contract of this effectively. This strategy is designed to help us talk to this segment promptly in the tone, manner &038 language ofthe masses. The Mumkin hai value proposition will help us expand the market and gain a higher percentage of market fates in the process. The brand ambassadors Shahrukh Khan and Kareena Kapoor embody this can do or MumkinHai spirit (infact that is the reason they were selected as brand ambassadors).Sharukh rose froma TV actor to become Indias top film star and national heartthrob. Kareenas success is due to herattitude, talent, hard work and the sheer ability to make a mark in such a short time. Both thesestars have state Mumkin hai and made it happen for themselves. The genre of this new strategy &038 campaign is Hindi celluloid led. This genre connects millions across India. The spirit of romance, leap the Indian cinema, well known to most as Bollywood, holds millions of Indians together as one.The new TV campaign of Airtel Magic crafted in the Hindi film idiom, magnifies the empowering optimism of Mumkin Hai, in the endearing situation of a boy-girl romance. Where Sharukh Khan, sets his eyes on Kareena Kapoor and wins her love with the help of Airtel Magic. (Poignantly conveying that special feeling we all get w hen a dream is made possible and a victory of the heart is won). The strategy &038 new brand campaign is targeted at the large untapped base of intending mobile customers from Sec A, B &038 C. The estimated addressable market of such customers in the succeeding(prenominal) two years is around 25 million in Airtels 16 states.The new strategy aims at correcting the perception that the mobile family line is useful mainly for business or work related scenarios. The new strategy, brand positioning &038 brand slogan is an essence of an extensive nationwide research and is an organic part of Airtel Magics new multi-media campaign. The campaign has been created by Percept Advertising. PHASE III Bharti used Airtel Magic to build a strong value proposition and accelerate market expansion through Indias first national pre-paid card TV brand campaign First time ever in India any pre-paid card brand gives such emancipation to load any value A combination of the film genre exposed throu gh the TV medium designed to connect with the masses of India Youth based romance driven strategy platform makes the value proposition of Airtel Magic Aisi azaadi aur kahan? come alive Sharukh Khan Makes everything in life possible Airtel today unveiled its strategy for market expansion with the launch of its new Airtel Magic pre-paid card brand campaign Magic Hai to Mumkin Hai. . The value proposition is centered on a persons desire to make all his / her dreams, ambitions &038 aspirations instantly possible.The new campaign for Airtel Magic is all close to empowering millions of Indians to be on top of their lives. The brand is positioned to be relevant to the mass-market who want to make all their dreams, hopes &038 desires come alive instantly . At a number of your choice you can recharge your account with available validity time . interpolate productivity, letting you befriend the world and opening up new horizons. It gives you the freedom to control your life in a way never possible sooner. Indeed, anything that you think is possible is possible with Airtel Magic.The new brand slogan Aisi azadi aur kahan has been specially created to capture this effectively. Other Brand Building Initiatives- The main idea is to reside ahead of competition for at least six months. Working on the higher up game plan Bharti is endlessly coming up with newer product offerings for the customers. The focus, of course, is to offer better quality of service. To make the service simpler for customers using roaming facilities, Airtel has devised common numbers for subscribers across the country for services like customer care, food services and cinema amongst others. It will also launch a unified tutelage system across circles so, customers moving from one place to another(prenominal) do not have to close and then again open new accounts at another place. To assist customer care military unit to deal with subscriber queries, a terminal of 40,000 frequently asked questions and their answers have been stored on the computers. Bharti expects that most of its new customers (one estimate is that it would be 60 to 70 per cent of the total new subscriber base) would come from the pre-paid card segment. So, they mustiness(prenominal) be given value-added products and services which competitors dont provide. Bharti, for the first time for a cellular operator, has decided to offer roaming services even to its pre-paid customers, but the facility would be limited to the region in which they buy the card. To ensure that customers dont emigrate to other competing services (which is known as churn and ranges from 10 to 15 per cent of the customer base every month), the company is also working on a loyalty broadcast. This will offer subscribers veridical notes benefits depending upon their usage of the phone. The loyalty program will not be nevertheless for a badge value, it will provide real benefits to customers. The idea is to create an Airtel community. Another key area which Bharti is concentrating its attention upon is a new roaming service launched in Jaipur under which calls of a roaming subscriber who is see the city will be routed directly to his mobile instead of traveling via his home network The company also offers multi-media electronic messaging systems under which customers having a specialized phone with a in-built camera can take pictures and e-mail it to friends or store it in the phone. The cost per picture is between Rs 5 to Rs 7 . Bharti is also apprised that it has to make owning a ready-to-use cellular service much easier than it is today.A key area is to increase the number of activation centers. Earlier Bharti had 250 Airtel Connect stores which were pocket outlets (for its services) and about 250 Airtel Points which were kiosks in larger shops. promptly activation can be through by all of them, and not completely by Connect outlets, all within 15 to 20 minutes. In coincidence, the competi tion takes two to four hours. Pre- paid cards are really doohickeying up with the mobile phone users and it is actually parcel the market to increase. First, they are easier to obtain and handy to use. Unlike post-paid, one need not pay security deposits for picking up a pre-paid card.It is often available even with paanwalas. As befits a fast-moving consumer service, the game is now moving beyond price to expanding diffusion reach and servicing a well-spread-out job with technology and strategic alliances. Bharti is focusing on two factors to make pre-paid cards more winive. Keeping the entry cost low for consumers and make recharging more convenience. Bharti is in the process of launching a new system in alliance with Mumbai-based Company Venture InfoTech which will enable a pre-paid card user to renew his subscription by just swiping a card.The system will not merely save users the hassle of going out and buying a card every time it expires but also enable mobile compa nies to reduce the cost of printing and distributing cards. Bharti Tele ventures has tied up with host on wheels, a company delivering food. at home, to reach its Magic pre-paid cards to subscribers doorsteps. The company is also joining workforce with local grocery shops which will enable users to recharge their cards by just making a phone call to the shop. Apart from up(a) the convenience of recharging, mobile operators are beefing up their diffusion channels.The company is constantly innovating to enhance the value proposition for its pre-paid service. They are leveraging technology to expand their distribution network and deliver round-the-clock recharge options to its MOTS (Mobile on the Spot) subscribers. Bharti cellular has also launched a special service, feel for Touch, for high-value, corporate customers, providing them with instant, single-point access for any assistance they require. Customers can control 777 and enjoy a slew of services, which includes easier fee of bills, service on antecedency seat, and value-added services without any additional paper work.Bharti. cellular is offering a range of services without going through an synergetic voice recorder ensuring that they save time. Dedicated Care Touch executives are expected to assist customers with any service on priority basis. Besides the fixedness proactive reminder calls for bill payment, customers can also call Care Touch for bill payments at free of cost. Airtel presented MTV Inbox - the first on-air SMS based interactive music dedication show totally for Airtel and Airtel Magic customers. Highly interactive VJ based show with real-time feedback mechanism.Both brands joined hands to target the high growth callowness segment. Bhartis View on its mark strategy - First, brand building efforts in todays context have to be seen in a more holistic manner. Delivering value on a bear on basis is perhaps the most potent key to build a brand that lasts. Unflinching orientati on to customer needs is the second key success factor. Customers (be it for industrial products or consumer goods and services) across the world are more informed and, at the same time, becoming more laissez-faire(a) in their needs and far more demanding with the passage of time.Pro-active tracking of shifts in consumer behavior, anticipating redefined or emerging customer needs, and then reacting in real-time are essential to attract and retain customer loyalty a key element of creating brand justness in the present situation. Customizing the product (and communication of its benefit) to meet the specific needs of various consumer/customer sub-segments is the third element in creating brand appreciation. As far as allocation of time and financial resources are bear on, too many companies mistake nly portion a disproportionate amount on mere advertising and promotion.This is not to say that advertising and promotion are less relevant. On the contrary, with more choices and high er media clutter, businesses need to budget for an increasingly higher guide on their brand promotion but this has to be warrantn in tandem with enterprise-wide reengineering of the business philosophy and core design, production, and pitch operations for the product itself. The positive spin to this object is that by first addressing the fundamentals, the enterprise itself becomes more competitive.This can be the beginning of a virtuous cycle wherein brand impartiality continues to increase as the enterprise sustains spoken language of an appropriate product or service at an ever increasing value. It is, however, significant to note that in the years to come, not only will the cost of building a regional or a national (or an international) brand will continue to rise but also the time. taken to do so will be longer and will need sustained and focused efforts. Comparison of marketing strategies amongst Bharti Airtel and Vodafone. Purpose of comparison The sub main purpose o f this report is to compare the marketing Strategies adopted by Bharti Airtel and its rival Vodafone The comparison shows how both of the companies have been challenging each other to gain market shares. wherefore comparison with vodafone Bharti Airtel is the leader in telecommunication sector. Bharti Airtel holds the lion share of market of communication sector. However, Vodafone has been giving tough competition to Bharti Airtel. Vodafone is the second largest player and share holder in Communication sector. Since its launch Vodafone has been adopting aggressive marketing strategies. The comparison shows how Hutchison Essar Telecom. Captured 22% market share in one month of its first launch of postpaid subscription in 2002. AD. With a different technology Vodafone creates its own market. Vodafone Today deals in every business of communication sector. . Vodafone making and changing the strategies to capture the market shares Brand positioning by Bharti Airtel merchandise segmentation geographical segment (metropolitans &038 cities India &038 unwrap of Country) Demographic segment shopping mall income groups quite a little age group of 20 to 28 year Target marketing mess who lifespan in cities and towns. Poor or center of attention income group batch. Youngsters in big cities. Businessmen view Creating brands (Sharukh khan, Sachin Tendulker, Saif ali Khan and Karina Kapoor. etc. ) Ads and promotions ( Jo Tera Hai Wo Maira hai Har Ek Friend Jaroori Hota hai) advancement for study of poor childrens. Marketing mix Price low price strategy Place uttermost outlets and service centers increase verities available for various groups(Airtel Pre Paid, Airtel DigitalTV, Airtel bills) Promotion various schemes for pre-paid and post-paid and Broad Band and foodstuffING STRATEGIES OF VODAFONE. Vodafone target the rural India The main targeted customers of Vodafone are from rural India. By offering cheap and light mobile sets Vodafone attracts most of the customers of low-spirited villages and towns. Offering cheap handsets Vodafone offers cheap and free connections to all customers. The cost for these sets was Rs-799-849-1099set and onward. salvage support and services In every district and big towns Vodafone opens its service centers to provide better support and services. Strong logisticals and egress chain Vodafone has a strong logistic and supply all over India.In every small town the potential customers can easily purchase the Vodafone SIM &038 Sets. Targeting youngsters in metropolitans Vodafone attracts youngsters by offering colorful handset at very low prices. BRAND stead BY VODAFONE Market segmentation Geographical segment (rural India) Demographic segment middle income groups Target marketing hatful living in small towns and villages. Poor and middle income groups. Youngsters in big cities. Businessmen Positioning Creating brands Ads and promotions Marketing mix Price low price strategy Place m aximum outlets and service centersProduct verities available for various groups Promotion various schemes for pre-paid and post-paid Services provided by Bharti Airtel Mobile services with GSM technology (Prepaid) Airtel Digital TV (DTH) Airtel Money ( M mercantile system Mobile Wallet) Fixed-line connections National and international long distance services VSAT, Internet services, Hello Tunes and network solutions Broadband services Services provided by Vodafone. mobile services with GSM technology fixed-line telephone services Universal Internetworking VoIP (Voice over Internet Protocol) Interactive Television visual Communication Broadband Portal teleworking look for METHODOLOGY Achieving accuracy in any research requires a inscrutable study regarding the subject. The prime objective of the project is to compare Airtel with the existing competitor (Vodafone) in the market and the impact of WLL on Airtel. The research methodology adopted is basically based on primary data via which the most recent and accurate piece of first hand information could be collected. substitute(prenominal) data has been used to support primary data wherever needed. Primary data was collected using the following techniquesQuestionnaire Method Direct Interview Method and rumination Method The main tool used was, the questionnaire method. Further direct interview method, where a face-to-face formal interview was taken. at last ceremony method has been continuous with the questionnaire method, as one continuously observes the surrounding environment he works in. Type of look Methodology EXPLORATORY typewrite OF RESEARCH CARRIED OUT WAS EXPLORATORY IN constitution THEOBJECTIVE OF SUCH RESEARCH IS TO DETERMINE THE rasping AREAWHERE THE DRAWBACK OF THE COMPANY LIES AND ALSO TO IDENTIFY THECOURSE OF run TO SOLVE IT.FOR THIS PURPOSE THE INFORMATION PROVEDUSEFUL FOR heavy(p) RIGHT SUGGESTION TO THE COMPANY. info order METHOD THERE TWO TYPE OF METHOD OF da ta gain vigorION. PRIMARY information substitute DATA Primary data was collected using the following techniques Questionnaire Method Direct Interview Method and annotation Method The main tool used was, the questionnaire method. Further direct interview method, where a face- to-face formal interview was taken. Lastly observation method has been continuous with the questionnaire method, as one continuously observes the surrounding environment he works in.DATA USED FOR THE RESEARCH be given WAS PRIMARY IN NATURE. PRIMARY DATA PRIMARY DATA IS THAT WHICH IS THE COLLECTED FOR THE clenched fist TIME AND THUS HAPPEN TO BE ORIGINATED IN CHARACTER. QUESTIONNAIRE SURVEY IN THE STUDIES A QUESTIONNAIRE IS PREPARED. THE QUESTIONNAIRE CONSISTS OF 15 QUESTIONS. SECONDARY DATA SECONDARY DATA REFER TO THE DATA THAT HAS BEEN already COLLECTED . THE SECONDARY DATA, WHICH HAS BEEN USED TO use up OUT THIS STUDY, ARE AS come through BOOKS, JOURNALS, MAGAZINES, NEWSPAPERS INDUSTRY REPORTS COMPAN YS meshing SITE SOMEOTHER RELEVANT STUDY fabric AND WEBSITES.. SAMPLE UNIT GWALIOR &038 URBEN UNITTHE RESEARCH shape WAS DONE BY INTERACTING WITH NUMBER OF CUSTOMERS DURING THE ACTIVITIES PERFORMED, WHICH INCLUDED, MARKETS, refrigerant CALLING, CANOPIES, ETC. SAMPLE DESIGN CONSISTS OF hit-or-miss SAMPLING. SAMPLE SIZE 50 peck SIZE METHOD OF COLLECTION flying field PROCEDURE FOR GATHERING PRIMARY DATA INCLUDED OBSERVATION AND INTERVIEW instrument IN WHICH THE QUESTIONNAIRES WERE FILED BY THE INTERVIEWER. PERSONAL INTERVIEWS through and through SELF ADMINISTERED SURVEY WAS DONE TO COLLECT THE DATA, MARKET RESEARCH WAS UNDERTAKEN, THAT WAS ACCOMPLISHED BY PERFORMING VARIOUS ACTIVITIES DESIGNED. RESEARCH putz QUESTIONNAIRETHE QUESTIONNAIRE WAS FORMULATED BY KEEP IN MIND THE FOLLOWING POINTS GIVING THE RESPONDENTS. cause COMPREHENSION OF THE QUESTION. INDUCING THE RESPONDENTS TO CO-OPERATE. GIVING instructions AS TO WHAT IS NEEDED. IDENTIFYING THE NEEDS TO BE KNOWN. mount of the study To conduct this research the target population was the mobile users, who are using GSM technology. Targeted geographic area of Gwalior/ URBEN. Sample size of 50 persons was taken. To these 50 mass a questionnaire was given, the questionnaire was a combination of both open ended and closed ended questions. The date during which questionnaires were filled. Some dealers were also interviewed to know their prospective. Interviews with the managers of GSM service providers were also conducted. Finally the collected data and information was analyzed and compiled to arrive at the conclusion and recommendations given. Sources of secondary data use to obtain information on, Bhartis history, current issues, policies, procedures etc, where ever required. Internet Magazines Newspapers Journals Bharti Circulars Store / Airtel alliance Center / Airtel Store / Distributors Bharti News letter Vodafone Store / Distributors Vodafone Mini store Data analysis And Inter pretationSubscriber numbers in (mn) held by Vodafone and Airtel YEAR FEB. 2013 (Million) DEC. 2012 (Million) DEC. 2011 (Million) AIRTEL 186. 62 181. 91 175. 65 VODAFHONE 149. 89 147. 48 147. 75 MARKET PLAYERS IN TELE COMMUNICATION Market fortune Feb. 2013 Market circumstances Dec. Market Share Dec. 011 2012 Bharti Airtel 28. 18 % 27. 68 % 12. 54 % Vodafone 22. 64 % 22. 44 % 11. 83% Reliance Comm. Idia Cellular 17. 8 % pic pic FINDINGS AND analysis Age host Graph As we can see from the above graph, the mess who are in the age group of 21-28 years are the ones who are the maximum users of mobile phones. This segment is the one which gives maximum business to the mobile operators. This segment constitutes the young executives and other delegacy going people. They are 65% of the total people who were interviewed. The next age group is the People who are 28-35 years old. They are 20% of the total.They are those who are at home or have small business units etc . And the next age group is the youngest generation who are 15-21 years old. They are school and college going students and swing mobile phones to flaunt. They are15% of the total interviewed people. Occupation telephone circuit STUDENTS 15% EXECUTIVES 55% HOUSEHOLDS 20% OTHERS 10% As the above graph shows that 55% of the total people interviewed are working. So, these people are the ones who are the maximum users of mobile phones. They are the young executives, managers, Tele callers etc. who require mobile for their official purposes.The next category is the households, who are either housewife, small units which operate from their homes etc. They are 20% of the whole. The next segment is the students. They are 15% of the whole. And 10% of the whole is categories who are the professionals. Service supplier These are the total market share of mobile user or people captured by the mobile provider company. There two major company in mobile phone service sector Vodafone and Ai rtel who respectively hold the market share with other company as 29% and 23% of total market user segment of mobile customer. Customer Service At Airtel CUSTOMER SATISFACTION take FULLY 20% PARTIALLY 10% displease 60% FULLY DISSATISFIED 10% As the above graph clearly shows that customer services at Airtel seems poor. 60% of the people are displease with the customer services provided by Airtel. They are the ones who have the maximum share in the market but they are fall back behind in the customer services. 10% of the people were fully dissatisfied with the customer services of Airtel. This could leave an impact on the mind of the consumer. He can even switch over his brand. 20% of the people seemed partially satisfied with the customer services and only 0% seem to be fully satisfied with Airtels customer services, which is a very small amount. Types Of taunt Cash cards seemed quite popular among the people interviewed. 85% of the total mobile users were having cash card c onnections. This means that the cash cards should be easily and quick available in the local markets. Airtel should make sure that Magic is available in each and every nook and time out of the market. 15% of the people were having sim connections which are the regular bill. Monthly expense People on an average exit RS 500 per month as their mobile phone expense. 4% people go on Monthly cost 12% 24% Rs 600 Rs 450 Rs 200 64%this amount. 24% people spend RS 300 per month as their monthly mobile expense. And the remaining 12% had an expense more than RS 1000, they could the ones having sim connections or having cash cards and having a lot of business calls on their mobiles. sense about WLL WLL seemed to be a new word for many of the people. 45% of the people were not at all aware of such a technology. So, in order to get the answer for this question they were first explained the concept. Only, 55% people knew what WLL is all about. sentiency of WLL Players 80% 70% 60% 50% Vodaf one 40% Airtel 30% 20% 10% 0%Vodafone was the brand which was popular amongst the interviewed people. As Vodafone had done so much advertising and has it banners and hoarding spread all over Gwalior. So, this could be one the reasons of its popularity. Tata was hardly a known brand in this new field. Possibly, because of less promotions done by them as compared to Vodafone. On the basis of analysis of the questionnaire I have found that the maximum no. of people house mobile phones is in the age group of 20 to 28.Who are the young executives and other office goers? They spend a maximum of RS 500 as their mobile expense. There is more no. of prepared cards than post paid cards. The mobile users want to spend money side by side than to spend money at the end of the month on a big bill. flat when I compared Airtel with its competitor from the point of view of the consumer I found that on the basis of Tariff plan, value added services and bearing accuracy Airtel is at par or ahead of its competitor but in the case of customer care and approachability they lag behind their competitors.As, Airtel has a hold in the market because it has the maximum no. of connections, so it must improve upon it customer services. As far as WLL is concerned people are aware about it but not many people are aware about Tata. They only know more about Vodafone. People at this point of time are not interested to switch over from GSM to WLL Customer Response towards Questionnaire Which Brand you, prefer most? SERVICE PROVIDER AIRTEL Yes VODAFHONE belief TATA IDEA How long you have been using this Product? (0-2 geezerhood (2-5 Years (5-10 Years more than than 10 years argon you using other product with Airtel? (Yes/ NoHere are the customer responses about the use of the Airtel product and other product rather than Airtel. in this segment of survey 67 % of customer are aspire with Airtel and 33 % shown interest in other telecom products in urban areas. Do you coll ect any information search before making purchase? YES/ NO SWOT ANALYSIS Strengths Being one of the largest companies in India the company has achieved a degree of focus in its core business of its products. It has a strong brand name, superior quality products and an desirable distribution network. It has a clear and vindicated organization structure and limits of financial authority. gain in advertisement spends affect the companys margins. The companys bottom line falls victim to the bloated and exceedingly paid workforce, which affects its margins. Weakness Little efforts over the Advertising of products. Distribution channel is not accurately categorized. Premium priced products, hence cant compete in low price segment. No separate strategy for rural market. Opportunities The companys financial performance can receive a major boost from its cost reduction efforts. There is a lot of stretch of product and market diversification. Exports of products will also hav e huge chances in the coming years. Airtels business has ample ground for gaining market share from the unorganized sector. plain penetration too holds vast potential to bring about growth. Threats The slowdown in the economy has restricted top line growth of most FMCG majors and for Airtel also it will be difficult to harbor historical growth rates in such a depressed scenario. Companys major raw materials are influenced by government policies / controls as well as vagaries of the monsoons. Fluctuations in the prices of raw materials would have significant impact on costs and margins of the company. Moreover, inordinate hike in Broad Band Internet products would also increases companys production and distribution cost. LIMITATIONS limit point of project is without limitations and it becomes essential to figure out the various constraints that we underwent during the study. The following points in this thrill would add to our total deliberations- 1.During the study, on many o ccasions the respondent groups gave us a cold shoulder. 2. The respondents from whom primary data was equanimous any times displayed complete ignorance about the complete branded range, which was being studied. 3. need of time is the basic limitation in the project. 4. Some retailers/whole sellers refuse to encourage with the queries. 5. Some retailers/wholesalers gave biased or incomplete information regarding the study. 6. Money played a vital factor in the whole project duration. 7. Lack of proper information and experience due to short limit of time. 8. Some retailers did not answer all the questions or do not have time to answer. SUGGESTIONSFollowing are the few suggestions to AIRTEL for improving the market share and image of the products concerned. 1. harvest-feast Modification must be brought about in AIRTEL, in terms of quality. Its demand should be increased. 2. PLACE the brands must be made available easily in, PCO &038 cosmopolitan stores. 3. PROMOTION Company must undertake extensive promotional activities like advertisements must be released in different Medias to create brand awareness. Free samples should be distributed among the prospects. gross sales promotion tools like gifts, contests and coupons must be given to retailers as well as customers and prospects. Catalogues should be distributed among customers. 4.PRICE Price should be as competitive as other company maintains Distribution of new connection should be in reach of customer pocket. last After analyzing the findings of the research, I can solve that Airtel lagged behind its competitors as far as customer service and availability is concerned. The maximum no. of people who use the mobile is in the age group of 20 to 28. Cash cards are the most popular type of mobile connections, as they are consumer friendly and recharging the connection is not a problem. Maximum no. of people spends RS 500 on their connections. As Airtel is the only company having the maximum no of mobile c onnections so it must seriously look into the loop holes of the existing customer service department.As we know that now Airtel has already launched its product with New logo and title Aisi azaadi aur kahan to Dil Jo Chahe wo paas laye than Har ek friend jaroori hota hai and in today days Jo tera hai wo mera hai has already became popular in market. So we can say that in spite of so many competitors in the market Airtel is having a good position just because every time, it tries its best to understand then of its important customers. From the comparison and deep analysis of every aspect of business of both the companies we can conclude that bharti Airtel has to more work in every field of communication business. It is the time not only to survive but to sustain in the market for a long time. For this Airtel has to work on its all marketing strategies, marketing, promotion, brand image. etc. Airtel has to take Vodafone.Very seriously and update its own strategies from time to time and when the need arises. With aggressive marketing strategies Airtel has to target rural India as 70% of population of India lives in these areas. The other segment may be costumers of all age groups. RECOMMENDATIONS I have made following recommendation to the company after doing the spend training there The company should modify its credit policy as they only target the cash paying customers who are not easy to trace. The company should dialect more on the quality of Pharmaceuticals Products it was mostly claimed by the exporters that their receipts from company doesnt matches with the samples quality shown before giving orders. The company should make its marketing strategy limber enough in order to face competition. The company should keep an eye on the proper delivery of the goods to exporter on time, as it has been recommended by exporters to make the delivery on time. The company rate policy must be flexible enough to catch new customers because if company offers lower price to a new customer then he may continue buy the goods and can be a permanent customer for the company. The company should offers such rate in the market so that it may able to catch a bigger market share and it should be able to compete with the local traders and commission agents while having a brand name.The company should take the opinion of exporters from time to time to know what problems they are face from the companys side. And if any change they require in present provision condition? BIBLIOGRAPHY In this project report, while finalizing and for analyzing quality problem in expand the following Books, Magazines/Journals and Web Sites have been referred. All the material detailed below provides effective help and a guiding layout while designing this text report. Books Principles of Marketing Philip Kotler &038 Kevin keller edi. 12Market Research D. D. Sharma Research Methodology C. R. Kothari Websites www. Airtelworld. com www. google. com www. india. com www. Vo dafone. in http//www. blonnet. om/2004/06/26/stories/2004062602180700. htm, Mumbai, June 25, 2004. com/companies/companies_r/Vodafone_infocom/20031104_stop-roaming. htm, 4 November 2003 Domain, Missed Call, at http//www. domainb Magazines Airtel (2 July to 10 July 2011)Airtel India page of HT paper (Thursday 1December 2011) Cowards India (26 December to 4 Jan. 2011) QUESTIONNAIRE Dear Sir/Madam, I RAVI SHIVHARE student of MBA of I. T. M. University Gwalior (M. P. ) I am doing my project on Comparative analysis of marketing strategy of Vodafone and Airtel. satisfy give your precious time for alter these details. Q. 1 Name those companies which provide telecom (services now a days? Airtel (Vodafone (Reliance (TATA melodic theme ( Q. 2 which mobile company services you are using now a days? (Airtel (Vodafone (Reliance (TATA Idea Q. 3 Among them, which Brand (you, prefer most? (Airtel (Vodafone (Reliance (TATA Idea Q. 2 How long you have been using this Product? (0-2 Years (2-5 Years (5-10 Years More than 10 years Q. 3 argon you using other product instead of (Airtel? (Yes No Q. 5 Do you collect any information search before making purchase? (Yes No Q. 8 what are the features you look for in a product before making purchase decision? Give preferences ((1-Highest, 6- least) (Brand credibility (Price and send away (After sales services and parts, network (Value for moneyVehicle (performance lead on features or ergonomics of design Q. 10 If you have to purchase a new connection or product in near future, which Brand will you go for and why? Q. 11 atomic number 18 you aware of various promotional activities being run by Airtel, if yes then how? ar you satisfied with these promotional activities? Very slaked Somewhat Not squelched Satisfied satisfied ( Customer Care ( By Ad Films ( By Camp ( 24 hrs call center services Q. 12 How would you rate Airtel performance as your first moment on 5 points scale (5 Highest? ) 1 2 3 4 5 ( After Sale service ( victuals ( P roduct as per expectation Q. 13 What are you suggestions for improving