WELINGKAR

INSTITUTE OF MANAGEMENT DEVELOPMENT & RESEARCH

MARKETING RESEARCH ON COMPARATIVE

ANALYSIS OF GSM SERVICES WITH SPECIAL
REFERENCE TO AIRTEL WITH OTHER
CELLULAR SERVICE PROVIDERS

PROJECT REPORT 2010

Submitted in the partial fulfillment of the requirement
For the award of
Post Graduate Diploma in Business Administration

SUBMITTED BY
BHAVNA VAZIRANI
Roll No: DPGD/JL08/0405
WEKINGKAR INSTITUTE OF MANAGEMENT
DEVELOPMENT &
RESEARCH
YEAR OF SUBMISSION: JUNE 2010.
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CERTIFICATE

It is hereby certify that the present project study on “Marketing Research on

Comparative Analysis of GSM Services with special reference to Airtel
with other Cellular service providers” is an original work done by “Ms.
Bhavna Vazirani” (Roll No. DPGD/JL08/0405) student of Post Graduate
Diploma in Business Administration programme at WEKINGKAR
INSTITUTE OF MANAGEMENT DEVELOPMENT & RESEARCH
under my guidance and direction.

……………………….. ………………..
(Signature of Student) (Signature of Project Guide)

Date: 29th May 2010

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CONTENTS

ACKNOWLEDGEMENT 4
EXECUTIVE SUMMARY 5
MARKETING RESEARCH
• MEANING 6
• ROLE OF MARKETING RESEARCH 7
• THE RESEARCH PROCESS 9
• FEATURES 11
• ADVANTAGE & DISADVANTAGE
HISTORY OF INDIAN TELECOMMUNICATION 21
CLASSIFICATION OF TELECOMMUNICATION 24
LITERATURE REVIEW 29
OBJECTIVES 32
RESEARCH METHODOLOGY 33
• Primary Data
• Secondary Data
• Procedure of research methodology
STRENGTHS AND LIMITATIONS OF MAJOR COMPETITORS 34
• Vodafone Essar
• Idea
THREAT OF WLL TO AIRTEL’S BUSINESS 36
• Concept of WLL and current market overview
• Current Scenario in India
MARKETING STRATEGIES OF AIRTEL TO FACE COMPETITION 39
FINDING AND ANALYSIS 41
MARKETING MIX OF AIRTEL 61
HYPOTHESIS & QUICK FACTS 63
LATEST NEWS 64
CONCLUSION 66
LIMITATIONS 67
RECOMMENDATION 67
ANNEXURE 69
BLIOGRAPHY 72

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ACKNOWLEDGEMENT

I wish to express my deep gratitude to all the people whose help and
cooperation has enabled me to complete this project.

I am highly grateful to Mr. Vaibhav Thakkar, Sales and Marketing Manger at

Bharti Airtel Ltd. who has continuously guided me on such a challenging
Project.

Finally, I would like to thank my family and friends for their continuous
support and encouragement during the entire Project. I acknowledge my thanks
to them.

This Project has helped me sharpen my skills as a student and I will always
strive to maintain high standards in any of mine future assignments.

Thank You!

Bhavna Vazirani

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EXECUTIVE SUMMARY

In this project we have first defined what is Marketing Research and its various
features. Also we have focused on the need of Marketing Research, its
advantages and disadvantages.

And taking Airtel as a case study, we have also studied where it stands, relative
to its competitors. The main tool used was, the questionnaire method,
which is shown at the End of the Project. It has also been found that
what are the relative strengths and weaknesses of Airtel vis-à-vis its
competitors. Demographics of the cellular users are also found.

WLL Technology is studied and also consumer willingness to shift to WLL

Technology from GSM Technology is found. Advantages & disadvantages of
GSM with respect to WLL are also found in the Project.

After completion of this project I found that in spite of Airtel, being the market
leader in the GSM Technology, it still lagged behind Idea and Vodafone as far
as customer service and availability is concerned. Maximum numbers of
mobile users are in the age group of 20-28, which are mostly students and
young executives. Maximum numbers of people are using prepaid cards.

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Marketing Research:

Meaning:

Research means detailed study of a particular product. Here the details of a

particular product are collected and studied, Conclusions are drawn and
suggestions are made incase of any problem, to solve it quickly and
systematically.

Marketing Research is a special brand of marketing management. It is

comparatively of recent in origin. MR acts as an investigating arm of a
marketing manager. It suggests solution on a marketing problem for the
consideration and selection by a marketing manager. MR also acts as an
important tool to study buyer behaviour, changes in consumer lifestyle and
consumption pattern, brand loyalty and forecast market changes.

In brief MR facilitates accurate marketing decisions for consumer satisfaction

on the one hand and sales promotion on the other hand. It is rightly treated as
the soul of modern marketing management. It is also said that the beginning
and end of marketing management is marketing research. It is primarily used to
provide information needed to guide marketing decision, marketing mix. It acts
as a support system to marketing management.

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Role of marketing research

ROLE OF MARKETING
Customer Groups
RESEARCH

Consumers
Employees
Shareholders
Suppliers
Uncontrollable
Controllable Environment
Environment Marketing Research factors
factors

Economy
Assessing Providing Marketing
Product Decision Technology
information Information
Price Making Competition
needs
Promotion Regulations
Distribution Political factors
Social &
MarketIngManagers Cultural
Market Segmentation factors
Target market selection
Marketing programme
Performance and control

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When to conduct Marketing research??????

Conduct market(ing) research when:

Time Constraints (Is sufficient time available??)

Availability of data (Is the information on hand inadequate??)

Nature of decision (Is the decision of considerable

importance??)

Benefits v/s cost (Does the value of the research exceed the
cost??)

Do not conduct marketing research for the below:

What is our market share?

Will people drink tomato soup from a plastic jar??

Whose machine tools does our potential customer buy?

Which medicine is more preferred for decease??

In short, research should be done when:

It clarifies problems or investigates changes in the marketplace

that can directly impact your product responsibility.

If it resolves your selection of alternative courses of marketing

action to achieve key marketing objectives

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If it helps you gain a meaningful competitive advantage

If it allows you to stay abreast of your market(s)

The research process

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The research process

is a set of iterative steps and relationships

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Features of marketing research:

1. Systematic and continuous process:

MR is a continuous process. One type of research is not adequate to solve the
entire marketing problem. Similarly new research projects will have to be
undertaken to solve new marketing problems and challenges. A marketing
company faces new marketing problem from time to time and for facing them
marketing research activities need to be conducted from time to time. A
marketing company has to conduct marketing research on regular basis for its
survival and growth in the current dynamic marketing environment.

2. Wide in scope application:

MR is wide in scope as it deals with all aspects of marketing of goods and
services. Introduction of new products, identification of potential buyers,
selection of appropriate marketing technique, study of market competition,
introduction of appropriate marketing strategy etc are some of the
components of MR.

3. Emphasis on accurate data collection and critical analysis:

In MR required data should be collected objectively and accurately. The
data collected should be reliable. It should be analyzed I systematic manner.
This will provide comprehensive picture of the situation and possible
situation.

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4. Offers benefits to sponsoring company and consumers:

MR is useful to the sponsoring company. It raises the turnover and the
profit of the company. It also raises the competitive capacity and increases
goodwill of the company. It enables a company to introduce consumer
oriented marketing policies. Consumer also gets agreeable goods and more
satisfaction due to MR activities.

5. Tool for managerial decisions:

MR acts as a tool in the hands of management for identifying and analyzing

marketing problem and finding out solution to them. It is an aid to decision
making. It suggests possible solution for the consideration and selection by
managers. MR is an aid to judgment and not a solution to it.

6. Applied type of research:

MR is applied knowledge. It is also called decisional research as it provides

specific alternative solution to deal with a specific marketing problem.

7. Reduces the gap between the consumers and the producers:

MR is an essential supplement for modern competitive marketing. It is
useful for understanding the needs and expectation of consumers. It reduces
the gap between producers and consumers and adjusts the marketing
activities to suite the need of consumers.

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8. Not an exact science:

MR is both science and an art. It collects information and studies marketing
problem in scientific manner. The information collected is also applied to
real life problem. However MR is not an exact science. It only suggests
possible solution and not the exact solution to the marketing manager for
consideration and selection. At present MR is treated as an professional
activity.

9. Use of different methods:

MR can be conducted by using different methods. Data can be collected
through survey or other observational methods. Even computers and
internet are used to collect data. The researcher has to deice the method
suitable for research process.

10. Closely connected with marketing information system:

Both the concepts are interrelated. Infact MR is one component of MIS.
Both are useful for solving marketing problems and for accurate and quick
decision making in the field of marketing.

Increasing need of Marketing Research:

1. Growth and complexity of markets:

2. Determining the viability of a new market for your company to enter.

3. Estimating market size/share/adoption rate for investment or business

planning.
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4. Identifying new product/service opportunities and value-added offerings.

5. Risk management - identifying what risks pose the greatest threat to your
business.

6. Understanding what customers expect of you and how well you are
delivering.

7. Root cause analysis for lost business or customer defections.

8. Identifying your most profitable customer segments and how to protect

them.

9. Developing the right price points/identifying bundling opportunities.

10. SWOT intelligence on competitors to plan business strategies/identify

M&A scenarios. Understanding how customers perceive your market
positioning relative to competitors.

11. Determining the most effective marketing/advertising channels to support

Difference between market and marketing

research

Most of the people are always confused about the difference between
Marketing research and market research. Generally these terms are used as
alternate terms but there is a minor difference in their concepts.

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1. Market research is the research which is conducted in a specific market like

the research based on analyzing the prices of food items in Food-Market
will be a market research. On the other hand, marketing research is the
evaluation of the company's marketing process or doing any research which
is linked with marketing. Secondly, market research is narrow while
marketing research is broad.

2. Marketing research- this includes the 4 p's i.e. product, price, place &
promotion. It covers all the possible measures. It has a systematic
investigation. Market research- this include only place as a factor. It is
narrow & only customer oriented. It is the measurement of market demand
only.

3. Market research directly relates to market situation i.e. size, location,

market situation and features of consumers. It provides details about the
market and for decision making and policy framing. MR is a systematic and
comprehensive study of different aspect of marketing problems and
challenges for decision making and policy framing.

4. Market research is a branch of marketing research MR is a branch

marketing information system.

5. The scope of market research is limited to the study of market or market

situation. The scope of marketing research is wide as it covers all aspects of
marketing.

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6. Market research is undertaken in order to deal with the problem and

challenges relating to different aspect of market such as competition and
consumer needs. Marketing research is undertaken in order to study varied
type of marketing problem such as product line, marketing mix, advertising,
packaging, branding and so on.

Advantages of Marketing Research:

1. Helpful for Business Entrepreneur:

It would allow the business or entrepreneur to see if the business would be
successful, as market research determines whether the product or services
are in demand. Therefore it would mean that money would not be wasted on
an unsuccessful idea.

2. Added Benefit to Business Organization:

Marketing research offers the benefit of direct contact, through a survey or
interview, with certain markets and/or customer groups. This type of
research can be tailored to meet the needs of an organization and provide
specific and detailed information. An additional benefit is the
confidentiality of the findings. Secondary data is available publicly (at a
cost or for free, but it is information in the public domain) while primary
research data is collected directly by the organization that deploys the
research. The results are, therefore, available to that organization only,
providing an "insight edge" against the competition. However, because this
method is time-consuming and expensive, most organizations rely on

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secondary market research, which is collecting and analyzing existing

published data that has been prepared by a third-party such as

3. Improve Business Communication :

Will help you better communicate. Learn about your potential clients —
who they are and what they want the most. Nothing improves
communication skills better than a little person to person contact.

4. Enhances Opportunities:
MR will help identify opportunities. Check the competition. Are they
missing something you can capitalize on? What can you do better than they
can? Are you clients in need of something nobody else is offering?

5. Risk Minimization:
It will minimize risk. Just like any situation, if you come prepared you will
be less likely to loose and more likely to win.

6. Measured Staff Progress:

Will create benchmarks to help you measure progress. How well are you
doing? By setting the standard high from the start, you will be in a better
position for sustained growth.

7. Suggests sales promotion technique:

MR enables a manufacturer to introduce sales promotion techniques, select
most convenient channel of distribution, suitable pricing policy for the
products, and provision of discounts and concession to dealers.

8. Offers guidance to marketing executives:

MR offers information and guidance to marketing executives while framing
marketing policies. Continuous research enables a company to face adverse

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marketing situation boldly. It as an insurance against possible changes in

marketing environment.

9. Promotes business activities:

MR enables a business unit grows its activities. It creates goodwill in the
market and also enables a business unit to earn high profit through
consumer oriented marketing policies and programme. Facilitates inventory
study: MR is useful for the evaluation of companies’ inventory policies and
also for the introduction of more efficient ways of managing inventories
including finished goods and raw materials. Suggests appropriate
distribution channel MR can be used to study the effectiveness of existing
channels of distribution and the need of making suitable change sin the
distribution system.

10. Provides information on product acceptance:

MR helps in knowing the probability of acceptance of the product in its
present form. It is also useful for the introduction of modifications in the
existing product line of the firm

Disadvantages of Marketing Research

1. Marketing research offers suggestions and not decisions:

MR is not a substitute for decision making process. It actually acts as a tool

which facilitates decision making process. It guides marketing managers in
taking balances, result oriented and rational decisions.

2. Marketing research cannot predict accurately:

In MR, efforts are being made to predict the possible future situation. For
this certain research studies are undertaken. However the results
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conclusions arrived at may not be complete, perfect or accurate. They

predict possible tendencies but not certainties.

3. MR conclusions are not dependable :

There are many who are skeptic of MR Their criticism is that MR
conclusions are not dependable. There are examples where the research
failed to deliver desired result or a product failed even when the research
had shown promising market demand and consumer support.

4. MR cannot study all the marketing problems:

MR is rather a very wide concept. However it cannot study all the
marketing problems particularly where it is difficult to collect relevant data.

5. Lengthy and time consuming activity:

It is a lengthy and time consuming activity. It involves various steps which
need to be completed in an orderly manner. It is not desirable to conduct
research work in a haphazard manner. So it takes longer period of time
when findings prove to be outdates.

6. MR is a costly affair :
It is costly as research work requires the service of expert and
knowledgeable people. Such expert includes economist, management
scientist, psychologist and computer expert.

7. Complexity of subject :

MR fails to give complete and full proof solution to management. This is

because MR itself not a complete and exact science. It is concerned with
study of human beings and human behaviour is always difficult to predict.
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8. Changing behaviour of consumers:

Consumer is a focal point in the market research. However his buying

motive is difficult to judge precisely and accurately. This brings some sort of
uncertainty in the conclusion drawn from research activity.

THE ROLE OF MARKETING RESEARCH

MARKETING RESEARCH

FORMAL COMMUNICATION LINK WITH ENVIRONMENT

PROVIDE ACCURATE AND USEFUL

Specifying
Collecting
Analyzing
Interpreting

FOR
Planning
Problem solving
Control
BETTER DECISION MAKING

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NATURE OF MARKETING RESEARCH

Applied/Problem solving research

Often based on cost-benefit analysis

Vital for implementation of marketing concept

Value of information declines with time

Dynamic (ongoing)

DRIVERS OF MARKETING RESEARCH

Shift from production to customer-orientation

Declining cost of unit information (digital age)

Increase intensity of competition

Globalization

Technology and commercialization

Five Key Requirements of Marketing

Research Information

Utility: Can we use it? Does it apply to us?

Timeliness: Will it be available in Time?

Cost-effectiveness: Do the benefits outweigh the costs?

Accuracy: Is it accurate?

Reliability: Is it reliable?

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INTRODUCTION
The telecom industry is one of the fastest growing industries in the country.
India has nearly 200 million telephone lines making it the third largest network
in the world after China and USA. With a growth rate of 45%, Indian telecom
industry has the highest growth rate in the world.

Much of the growth in Asia Pacific Wireless Telecommunication Market is

spurred by the growth in demand in countries like India and China.

 India‘s mobile phone subscriber base is growing at a rate of 82.2%.

 China is the biggest market in Asia Pacific with a subscriber base of 48% of
the total Subscribers in Asia Pacific as compared to that of India’s share in
Asia Pacific Mobile Phone.

 Market is 6.4%. considering the fact that India and China have almost
comparable Subscriber base

 Populations, India’s low mobile penetration offers huge scope for growth

History of Indian Telecommunication

Started in 1851 when the first operational land lines were laid by the
government near Calcutta (seat of British power). Telephone services were
introduced in India in 1881. In 1883 telephone services were merged with the
postal system. Indian Radio Telegraph Company (IRT) was formed in 1923.
After independence in 1947, all the foreign telecommunication companies
were nationalized to form the Posts, Telephone and Telegraph (PTT), a
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monopoly run by the government's Ministry of Communications. Telecom

sector was considered as a strategic service and the government considered it
best to bring under state's control.

The first wind of reforms in telecommunications sector began to flow in

1980s when the private sector was allowed in telecommunications equipment
manufacturing. In 1985, Department of Telecommunications (DOT) was
established. It was an exclusive provider of domestic and long-distance
service that would be its own regulator (separate from the postal system). In
1986, two wholly government-owned companies were created: the Videsh
Sanchar Nigam Limited (VSNL) for international telecommunications and
Mahanagar Telephone Nigam Limited (MTNL) for service in metropolitan
areas.

In 1990s, telecommunications sector benefited from the general opening up of

the economy. Also, examples of telecom revolution in many other countries,
which resulted in better quality of service and lower tariffs, led Indian policy
makers to initiate a change process finally resulting in opening up of telecom
services sector for the private sector. National Telecom Policy (NTP) 1994
was the first attempt to give a comprehensive roadmap for the Indian
telecommunications sector. In 1997, Telecom Regulatory Authority of India
(TRAI) was created. TRAI was formed to act as a regulator to facilitate the
growth of the telecom sector. New National Telecom Policy was adopted in
1999 and cellular services were also launched in the same year.

Telecommunication sector in India can be divided into two segments: Fixed

Service Provider (FSPs), and Cellular Services. Fixed line services consist of
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basic services, national or domestic long distance and international long

distance services. The state operators (BSNL and MTNL), account for almost
90 per cent of revenues from basic services. Private sector services are
presently available in selective urban areas, and collectively account for less
than 5 per cent of subscriptions. However, private services focus on the
business/corporate sector, and offer reliable, high- end services, such as leased
lines, ISDN, closed user group and videoconferencing.

Cellular services can be further divided into two categories: Global System
for Mobile Communications (GSM) and Code Division Multiple Access
(CDMA). The GSM sector is dominated by Airtel, Vodafone- Vodafone, and
Idea Cellular, while the CDMA sector is dominated by Reliance and Tata
Indicom. Opening up of international and domestic long distance telephony
services are the major growth drivers for cellular industry. Cellular operators
get substantial revenue from these services, and compensate them for
reduction in tariffs on airtime, which along with rental was the main source of
revenue. The reduction in tariffs for airtime, national long distance,
international long distance, and handset prices has driven demand.

Classification of Telecommunication Services

1. Basic services
2. Cellular services
3. Internet Service Provider (ISP)

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Cellular Service
Overview

There are five private service operators in each area, and an incumbent state
operator. Almost 80% of the cellular subscriber base belongs to the pre-paid
segment.
The DoT has allowed cellular companies to buy rivals within the same
operating circle provided their combined market share did not exceed 67 per
cent. Previously, they were only allowed to buy companies outside their
circle.
Growth Drivers
Opening up of international and domestic long distance telephony services are
growth drivers in the industry. Cellular operators now get substantial revenue
from these services, and compensate them for reduction in tariffs on air time,
which along with rental was the main source of revenue. The reduction in
tariffs for airtime, national long distance, international long distance, and
handset prices has driven demand.
The Key players in the Telecom Market in India
Cellular Service provider:

BSNL

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Airtel

Vodafone

Idea

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Reliance

. Reliance

Tata Indicom

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Aircel

7. Aircel

MTNL

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LITERATURE REVIEW

Subscribers:
Wireless subscribers crosses 200 million mark
Tele density reaches 49.50%

The total number of telephone subscribers has reached 247.07 millions at the end
of Dec 2009 as compared to 232.87 million in July 2007. The overall tele density
has increased to 49.50 % in March 2010 as compared to 41.08% in Dec 2009.
In the wireless segment, 46.37 million subscribers have been added in 2010. The
total wireless subscribers (GSM, CDMA & WLL (F)) base reaches 488.40
million at the end of Oct 2009. India Also overtakes U.S to become second
Wireless Network in the World.

(Subscribers in Million)

FY 2007 - 08 FY 2008 - 09
Adds.
Additions Adds.
During
August- during August- During
March-08 March-09 July-09 Apr -
08 Apr - Aug 09 Aug
Aug
2008 2009
2009
Wireless* 98.78 123.44 24.66 165.11 192.98 201.29 8.31 36.18
Wire
line* 41.54 40.87 -0.67 40.75 39.89 39.73 -0.16 -1.02
Total 140.32 164.13 23.99 205.86 232.87 241.02 8.15 356.16
• The present data is tentative and likely to be adjusted on the basis of Quarterly
Reports received from the Telecom Service Providers

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Total Wireless Market in India.

Market Share of the Telecom Company in India

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Group Company wise Market Share as on 31/12/2009

India is seen as the key potential markets in the world by global telecom firms
about 2.5 million users are adding each month. The Indian government has
forecast the country will have 550 million telephones by Dec 2010. Up from 110
million now. Recently India has raised FDI cap in telecom industry from 49% to
74%. The foreign investment can be made directly or indirectly in the operating
company or through a holding company. The remaining 26% stake shall be
owned by resident Indian foreign Indian citizens or an Indian company. FDI
would include FIIs, NRI, Overseas commercial borrowing, FCCB, ADRs,
GDRs, convertible preferential shares, Proportionate foreign investment in
Indian promotes and investment companies including their holding companies.
Telecom industries are now concentrating also on mobile gaming. After ring
Tones, cool wallpapers and MMS, Mobile gaming seems to be the next big,
business of the telecom service providers. According to the market research by
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In-Sat/MDR, the Indian mobile gaming market has the potential to generate
annual revenue of about $ 536 million by 2010.

OBJECTIVES

To compare marketing strategies of Airtel with existing players in GSM in
particular IDEA AND VODAFONE

To find the willingness of GSM users to switch to WLL

To study the threat of WLL in particular to Airtel’s business.

To study the Demographics of cellular subscriber

The Airtel Logo

 The Airtel logo is a strong, contemporary and

Confident symbol for a brand that is always

ahead of the rest. It is a specially drawn word mark.

 The Airtel Image style

 The Airtel Typographical style

 The Airtel Colour Palette

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RESEARCH METHODOLOGY
Achieving accuracy in any research requires in depth study regarding the
subject. As the prime objective of the project is to compare Airtel with the
existing competitors in the market and the impact of WLL on Airtel, the
research methodology adopted is basically based on primary data via which
the most recent and accurate piece of first hand information could be
collected. Secondary data has been used to support primary data wherever
needed.

• Primary data

The main tool used was, the questionnaire method, which is shown at the
End of the Project. 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 works in.

• Secondary data
1. Company Sites

2. Magazines

3. Newspapers

4. Bharti Circulars

5. Bharti News Letters

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• Procedure of research methodology

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

 Target geographic area was Mumbai Sample size of 50 was taken.

 To these 50 people a questionnaire was given, the questionnaire was a

combination of both open ended and closed ended questions.

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

STRENGTHS AND LIMITATIONS OF MAJOR

COMPETITORS

VODAFONE ESSAR

Vodafone Essar (Vodafone Max Telecom, Vodafone Essar Telecom, Vodafone

Essar South)

Strengths
• It has existing operations in metros and (New Delhi, Mumbai, Hyderabad,
Bangaluru and Kolkata).

• Vodafone Whampoa, which is controlled by Hong Kong billionaire Li Ka-

shing, is cash rich and will be able to finance any capital investments easily.

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• It has a strong brand image (Vodafone) in Mumbai, and the brand could be
leveraged in the other circles. It is also perceived as an innovative service
provider.

• Strong Customer service

Limitations
• The 49 % limit on foreign ownership could pose a problem in Vodafone's
plan to expand to other circles.

• It has created increased competition in New Delhi and Mumbai. MTNL has
commenced its cellular offerings there, and Idea and Bharti have also
acquired licenses to operate in New Delhi and Mumbai, respectively.

IDEA (BIRLA-AT&T-TATA AND RPG CELLCOM)

Strengths
• Idea has service licenses in two of the metros (Mumbai and New Delhi),
with extensive retail outlets in Mumbai (over 1,500). It has also managed to
secure licenses for a large, contiguous service area covering Southern and
Central India.

• It currently has the largest market share and is able to leverage on

economies of scale in its operations.

• It is backed by large and reputed Indian business house — Birla and Tata.

• It has an experienced foreign partner in AT&T.

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Limitations
• Idea does not have cellular licenses in any Southern states of India except
for Andhra Pradesh. With the BPL merger not taking off, it has deprived
Idea of a presence in South India.

• It will face intense competition in its service area from the Bharti Group and
Vodafone

• It will have to manage cultural differences very carefully. There is little

clarity as to who is providing strategic direction to the group — Birla, Tata
or AT&T.

Threat of WLL to Airtel’s Business

Concept of WLL
Since the advent of the telephone system, copper wire has traditionally
provided the link in the local loop between the telephone subscriber and the
local exchange. Economic imperatives and emerging technologies are
opening the door for WLL solutions and WLL uses wireless technology
coupled with line interfaces and other circuitry to complete the last mile
between the customer premise and the exchange equipment.

WLL Subscribers rose to 2.7 million, from 2.3 million at the start of 2009.
The growth is some what reflective of increasing preference of users to
switch to WLL from fixed line where the Subscribers dropped

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Moreover, the popularity of the recently launched EvDo technology has

escalated, which is evident from the increasing subscribers, which as
jumped to 38,000 as Nov 09. 2009. Proved to be an impressive year despite
the difficult economic environment.

WLL Market Segments

The two basic market segments for WLL are for basic phone service in
emerging economies and for wireless by pass in developed economies. The
requirements for each of these segments in urban/suburban and rural area.

Developed (Bypass) Emerging (POTS)

High-speed data POTS (voice quality)
enhanced services modem data
Urban/suburban limited mobility no (limited) mobility
high traffic/subscriber high traffic/subscriber
densities densities
High-speed data
enhanced services POTS (voice quality)
limited mobility modem data
Rural
low subscriber no (limited) mobility
densities low subscriber densities
wide coverage

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COMPARISON OF WLL SYSTEMS

Current Scenario in India

Currently there are two major players in India who are providing WLL
Services. TATA Indicom was launched in Jan, 2003 and Reliance has just been
launched. Initially it was expected that they would pose a major threat to GSM
service provider when they were supposedly giving both SMS and Roaming
facilities.

Advantages of WLL

Cost – wireless systems are less expensive due to cost of cable installation

that’s avoided

Installation time – WLL systems can be installed in a small fraction of the

time required for a new wired system

Selective installation – radio units installed for subscribers who want service
at a given time with a wired system, cable is laid out in anticipation of serving
every subscriber in a given area

Disadvantages of WLL
1. Instrument cost is high.

2. Once you pay for set for Reliance you are bound to it for three years even
after that are not the owner of the set.

3. It is a new technology in India and people are a bit apprehensive about it.
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Now considering above advantages and disadvantages of WLL, I think that

WLL service provider should be posing a great threat to Airtel; Airtel has
to keep its customer satisfied and keep coming out with innovative and
attractive tariff plans.

MARKETING STRATEGIES OF AIRTEL TO

FACE COMPETITION

 Easy Recharge: Latest strategy of Airtel to give pre paid users freedom
of amount of recharge.

 Monthly Plans ranging from 150 per month to 1799 per month.

 Remote recharging: To recharge from anywhere in the country.

 International Roaming at Pakistan during cricket matches.

 Reduced roaming rates to face the challenge of reliance & Others

 Regional Roaming: Free Roaming in Maharashtra & Goa and at five

states without any security deposit and monthly rent of 49 Rs.

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 Airtel has launched 128k sim which is having more memory to store
phone book numbers and messages. It is having an inbuilt menu for various
call based and Text based services.

 Text base services: services like Chatting and checking mail through
SMS.

 Phone Banking: Tie up with HDFC and bank of Punjab to offer banking
services on handset.

 Dial a service: To get pizza, flowers train timings, car mechanics etc.

 GPRS at Rs. 396 per month for unlimited internet usage.

 Recharge from ATM.

 Bill payment through credit card and banks without giving cheques and
credit card number every month.

 Fax and Data services: Different numbers for fax and calls.

 Latest Recharge of Rs. 64/- wherein Airtel Call Home launches pay
per Second plan for its all customers.

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FINDINGS AND ANALYSIS

AGE GROUP GRAPH

AGE GROUP

28-35 15-21
20% 15%

21-28
65%

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

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going students and carry mobile phones to flaunt. They are 15% of the total
interviewed people.

OCCUPATION GRAPH

60%
50%
40%
Percentage 30%
20%
10%
0%
Executives Households Others
Student
s
Series1 15% 55% 20% 10%
Occupation

As the above graph shows that 55% of the total people 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.

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MODE OF COMMUNICATION

100% 90%

80%
P e rce nta ge

60%
Series1
40%

20%
5% 2% 3%
0%
Telephone Cell Phone E-Mail Other
Series1 5% 90% 2% 3%
Mode of Communication

Telecom industry in India is increasing at a very fast rate. The telecom industry
has maintained its strong growth in FY09 backed by the higher demand for
mobile phones. It found that today 90% people are using Cell phone and it is
increasing with the tremendous rate in India. On the other side people are using
only 5% telephone, 2% E-mail and 3 % other.

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SERVICE PROVIDER GRAPH

50%

40%

30%
Percentage
20%

10%

0%
Idea Airtel Trump &
Vodafone Others
Series1 15% 50% 30% 5%
Service Providers

The above graph shows a slice of 50% are the total no. of people who are using
Airtel. It seems that people are more aware of Airtel than any other brand. The
next popular brand is Vodafone. 30% of the people interviewed had Vodafone
connections. 15% people had Idea connections. As it came very late in the
market when Airtel had established it self very well. So, that could be one of
the reasons of such a low percentage. The remaining 5% had trump
connections.

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CUSTOMER SERVICE GRAPH

60%
50%
40%
Percentage 30%
20%
10%
0%
Dissatisfi Fully
Fully Partially
ed Dissatisfi
Series1 20% 10% 60% 10%
Customer Satisfaction Level

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

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PROVIDER OFFERS SCHEMES

100% 95%

80%
Percentage

60%
Series1
40%

20%
4% 1% 0%
0%
Yes Sometimes Rarely Not at all
Series1 95% 4% 1% 0%
Provider offers schemes

While survey it was found that 95% people believe that their service provider
offers new schemes on time. Only 4% 1% and 0% people said that their service
provider offers new schemes sometimes, rarely and not at all respectively.

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IMPORTANCE OF MOBILE PHONE

120%
97%
100%
Percentage

80%

60% Series1

40%

20%
1% 2% 0%
0%
Very Some what Not very Not at all
important important important important
Series1 97% 1% 2% 0%
Importance of Mobile Phone

With reference to 97% people think that mobile phone is very important now
days. Only 1%, 2% and 0% people think that mobile phone is some what
important, Not very important and Not at all important respectively.

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SERVICE PROVIDER LISTENS PROBLEMS

45%
40%
40%
35%
35%
30%
Percentage

25%
Series1
20%
15%
15%
10%
10%
5%
0%
Every time Sometime Rarely Not at all
Series1 40% 35% 15% 10%
Service provider listens problems

After conducting the survey 40% people think that service provider listens to
their problems every time and 35% people think that service provider listens to
their problems sometimes. But with 15% and 10% people think that service
provider listens to their problems rarely and not at all respectively.

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TYPE OF CARD GRAPH

TYPES OF CARDS

POSTPAID
CARD
30%

PREPAID
CARD
70%

Prepaid cards seemed quite popular among the people interviewed. 70% of the
total mobile users were having prepaid card connections. This means that the
prepaid cards should be easily and readily available in the local markets. 30%
of the people were having sim connections which are the regular bill.

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MONTHLY EXPENSE GRAPH

80%

60%

Percentage 40%

Series1
20%

0%
Rs. 200- Rs. 450- More than
450 600 Rs. 600
Series1 24% 64% 12%
Monthly Expenses

People on an average spend RS 500 per month as their mobile phone expense.
64% people spend this amount. 24% people spend RS 300 per month as their
monthly mobile expense. And the remaining 12% had an expense more than
Rs. 600, they could the ones having sim connections or having cash cards and
having a lot of business calls on their mobiles.

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AWARENESS ABOUT WLL

100%

80%

60%
Percentage
40% Series1

20%

0%
Aware Not Aware
Series1 85% 15%
Awareness about WLL

WLL doesn’t seem to be a new word for many of the people. 85% of the
people are aware of such a technology. So, in order to get the answer for this
question they were first explained the concept. Only, 15% people don’t know
what WLL is all about.

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AWARENESS OF WLL PLAYERS GRAPH

AWARENESS OF WLL PLAYERS

TATA
INDICOM
15%

RELIANC
E
85%

Reliance was the brand which was popular amongst the interviewed people.
As Reliance had done so much advertising and has it banners and hoarding
spread all over Delhi. 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 Reliance.

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

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

Now when I compared Airtel with its competitor from the point of view of
the consumer I found that on the basis of Tariff plan, value added services
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and billing accuracy Airtel is at par or ahead of its competitor but in the
case of customer care and availability they lag behind there competitors. As
far as WLL is concerned people are aware about it but not many people are
aware about Tata. They only know more about Reliance.

COMPARISON OF AIRTEL, VODAFONE,

IDEA AND WLL

• NETWORK CONNECTIVITY

Airtel Vodafone Idea

o Airtel is better in network connectivity in terms of all India roaming facility

with 45%
o Vodafone is getting better with its operations in 20 circles with 35%
o Idea is competing Airtel and Vodafone with 20%

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• EASY AVAILABILITY

36%
35% 35%
35%
34%
33%
Percentage

32%
Series2
31%
30%
30%
29%
28%
27%
Airtel
Airtel Hutch
Vodafone Idea
Idea
Easy Availability

Customers find all connections easily available in major market places, service
provider’s outlets etc with Airtel 35%, Vodafone 35% and Idea 30%.

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• SERVICE QUALITY

45%
40%
40%
35%
35%
30%
Percentage

25%
25%
Series2
20%
15%
10%
5%
0%
Airtel
Airtel Hutch
Vodafone Idea
Idea
Good Service Quality

o 40% of the customers think that Vodafone has the best service quality on all
India basis.

o 35% of the customers think that Airtel has a better service quality.

o 25% of the customers think that Idea has good service quality.

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• LOW PRICE

45%
40%
40%
35%
30% 30%
30%
Percentage

25%
Series2
20%
15%
10%
5%
0%
Airtel
Airtel
Vodafone
Hutch
Idea
Idea
Price

40% of the customers think that Idea is offering services at low price
than Airtel and Vodafone, while 30% customers of Airtel and 30% of Vodafone
think that their service provider is offering low price than Reliance Infocomm.

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• VALUE ADDED SERVICES

45%
40%
40%
35%
30% 30%
30%
Percentage

25%
Series2
20%
15%
10%
5%
0%
Airtel
Airtel Hutch
Vodafone Idea
Idea
Promotinal Schemes

o 40% of the customers think that Idea provides most value added services.
o Airtel and Vodafone have also started providing more value added
service with 30%

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• ADVERTISEMENT AND BRAND

AMBASSADOR
36%
35% 35%
35%
34%
33%
Percentage

32%
Series2
31%
30%
30%
29%
28%
27%
Airtel
Airtel Hutch
Vodafone Idea
Idea
Advertisements & Brand Ambassador

o 35% of the customers are influenced by the advertisements and Brand

ambassadors of Airtel and Vodafone
o 30% of the customers are influenced by Advertisements and brand
ambassadors of Idea.

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• BRAND NAME

50%
45%
45% 40%
40%
35%
Percentage

30%
25% Series2
20% 15%
15%
10%
5%
0%
Airtel
Airtel Hutch
Vodafone Idea
Idea
Brand Name

o 45% of the respondents are influenced by Airtel name before purchasing a

GSM service
o 40% are influenced by Vodafone brand name before purchasing a GSM
service
o Only 15% are influenced by Idea brand name before purchasing a GSM
service

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• INFLUENCE FROM FAMILY, FRIENDS &

RELATIVES

45%
40% 40%
40%
35%
30%
Percentage

25%
20% Series2
20%
15%
10%
5%
0%
Airtel
Airtel Vodafone
Hutch Idea
Idea
Influence from Family, Friends & Relatives

o 40% of the respondents are influenced by their family ,friends &

relatives for purchasing Airtel and Vodafone
o Only 20% of the respondents are influenced by family, friends and
relatives for a purchasing Idea

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MARKETING MIX

Product
 Airtel Pre-paid Airtel Pre-paid
 Airtel Post-paid
 Blackberry Wireless Handheld
 Value Added Services (VAS)
 The different value added services provided by Airtel are-
 Instant Balance Enquiry
 24Hr recharge Facility
 Caller line identification
 Call divert, Call wait & Call Hold
 Multimedia messaging service (MMS)
 Airtel Live Portal
 SMS based Information Service
 Hello Tunes & Ring Tones
 Voice Mail Service
 Easy Post-paid bill collection
 Gifting of Ring Tones & Hello Tunes
 GPRS

Price
 Customer based pricing strategies.
 Flexible pricing mechanism
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 Controlled by TRAI.

Place
 It has wide and extensive presence even in the remotest areas
 Airtel Customer Care Touch Points
 Distributors like
E.g. Pan shops, grocery stores, chemists, outlet etc.

Outlets

Promotion
 Large scale print and video advertising.

 Big celebrities like SRK and Sachin are roped in to endorse the product.

 In 2002 Airtel got its Signature tune from A.R. Rehman, this signature tune
is perhaps the most downloaded tune in India.

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 Provides innovations such as Bollywood movie premiers, music services

such as ring back tones & many more.

 "Friends" pre-paid connection for youth," Ladies Special" plan, seniors plan.

 Executive’s corporate plan (First to give prepaid in this category).

 Special discounts in calling rates & sms services.

 Providing wallpapers and screensavers on website.

HYPOTHESIS

• There is no significant difference between the consumers who use GSM

services and any other services.

• There is a significant difference between the consumers who use GSM

services and any other services.

Quick facts

Bharti Airtel is 3rd largest in-country mobile operator in the world

6th largest in-country integrated telecom operator in the world
Ranked number 5 in the best performing technology companies in the world by
Business Week India’s most innovative company by Wall Street Journal
Winner of Gallup Great workplace for being one of the best places to work
worldwide Ranked 188 in the FT 500 world’s largest companies 2009 ranked
by Financial Times

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LATEST NEWS
Bharti Airtel joins hands with Manchester United for a five year
exclusive agreement.
Manchester, May 8, 2009: Bharti Airtel, Asia's leading integrated telecom
services provider, today announced a five-year partnership with
Manchester United Football Club. The partnership is first of its kind for
both Manchester United and Airtel.

With this, Airtel customers across India, Sri Lanka and the Seychelles will
get exclusive access to rich football content of Manchester United (MU) on
Airtel mobile phones. In addition, Airtel users will also get an opportunity
to participate in the Manchester United Soccer Schools program currently
operated by Manchester United Merchandising Limited. Airtel customers
will also get an opportunity to watch football matches at Old Trafford and
travel to Europe to watch Manchester United play the UEFA Champions
League.

The announcement was made by Sanjay Kapoor, Deputy CEO, Bharti Airtel
in the presence of Manchester United Club CEO David Gill, Sir Alex
Ferguson and Manchester United players Wayne Rooney, Carlos Tevez and
Darren Fletcher at Old Trafford, Manchester City, UK.

Benefits to the customers:

THIS PARTNERSHIP IS INTENDED TO DELIGHT AIRTEL CUSTOMERS
ACROSS INDIA, SRI LANKA AND SEYCHELLES BY OFFERING THEM
A VARIETY OF BENEFITS

AIRTEL CUSTOMERS WILL HAVE ACCESS TO RICH AND EXCLUSIVE
MANCHESTER UNITED CONTENT ON THEIR MOBILES
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NOMINATED AIRTEL CUSTOMERS TO PARTICIPATE IN

MANCHESTER UNITED SOCCER SCHOOLS TRAINING SESSION.

A ONCE IN A LIFETIME OPPORTUNITY FOR AIRTEL GUESTS TO
TRAVEL WITH THE MANCHESTER UNITED FIRST TEAM DURING
THEIR AWAY UEFA CHAMPIONS LEAGUE MATCHES AND ALSO
WATCH MATCHES AT OLD TRAFFORD.

KEY HIGHLIGHTS OF THE AGREEMENT

AIRTEL WILL BE ABLE TO BRING FOR ITS CUSTOMER RICH

EXCLUSIVE CONTENT SUCH AS VIDEO CLIPS OF PREMIERSHIP
MATCHES AND UEFA CHAMPION’S LEAGUE HIGHLIGHTS, CLASSIC
GOALS AND GAMES OF MANCHESTER UNITED, MATCH FEEDS &
REPORTS AND EDITORIAL FEATURES. ALSO, DOWNLOADS OF MOBILE
GAMES, RINGTONES, ANIMATIONS, AND WALLPAPERS OF POPULAR
MANCHESTER UNITED FIRST TEAM PLAYERS SUCH AS RONALDO,
ROONEY, AND FERDINAND.

AIRTEL CUSTOMERS WILL BE ABLE TO ACCESS THE

INTERNATIONALLY POPULAR MANCHESTER UNITED MOBILE PORTAL
WHERE RICH MOBILE PRODUCTS AND CONTENT WILL BE
EXCLUSIVELY AVAILABLE FOR THE AIRTEL CUSTOMERS.

AIRTEL CUSTOMERS CAN ALSO WATCH MANCHESTER UNITED

FOOTBALL MATCHES AT THE OLD TRAFFORD GROUND IN THE
PREMIER LEAGUE, FA CUP, FOOTBALL LEAGUE CUP, UEFA

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CHAMPIONS LEAGUE. A FEW LUCKY AIRTEL CUSTOMERS WILL ALSO

GET AN OPPORTUNITY TO TRAVEL WITH THE MANCHESTER UNITED
FIRST TEAM DURING THEIR AWAY UEFA CHAMPIONS LEAGUE
MATCHES.

FOOTBALL ENTHUSIASTS AMONG AIRTEL CUSTOMERS WILL GET AN

OPPORTUNITY TO TRAIN AT ONE OF THE MANCHESTER UNITED
SOCCER SCHOOLS (MUSS). MUSS ARE CURRENTLY RUN IN HONG
KONG, SEATTLE, TORONTO AND DUBAI AS WELL AS MANCHESTER
AND IT ENABLES PEOPLE AROUND THE WORLD TO PARTICIPATE IN
SOCCER ACTIVITIES. THESE PROGRAMMES TAKE THEIR LEAD FROM
THE COACHING AT THE MANCHESTER UNITED ACADEMY AND FIRST
TEAM TRAINING SESSIONS.

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

Maximum no. of people spends RS 500 on their connections. As Airtel is the

only company having the maximum no of mobile connections so it must
seriously look into the loop holes of the existing customer service department.

People are aware about the tariff plans offered by WLL service providers, so to
face the challenge the bill plans must be competitive.

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Pre paid Users cover a larger share of market. Although the call rates had come
down for post paid users but for prepaid users are still not competitive. If this
portion has to be grabbed Airtel has to keep competitive call rates in re paid
connections.

LIMITATIONS
While compiling the project no such problem can be stated as limitation, as
constant help was provided by the faculty members in the effort to bring the
project in the shape it is. However a few difficulties cropped up in handling the
consumers while conducting the survey, which are the limitations in the
project:

The study is restricted to Mumbai region only.

The sample size is only 50 so nothing conclusive can be derived from this
sample size.

There can be errors in sampling.

Time constraints were there.

People might give their biased opinion.

RECOMMENDATIONS

Airtel should look into the short comings of its customer care service.

Airtel should make sure, that their prepaid card should always be readily
available with the retailers.

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Airtel should keep on coming with attractive tariff plans.

As maximum no. of users is between 20 to 28 they should specially come

out with some plans which are attractive for this segment.

Main advantage of WLL is its tariff plan. So GSM service providers should
try to reduce their tariff plans if possible, at least initially.

More competitive call rates for Pre paid users will help in grabbing the
market.

Reduced roaming rates for pre paid users will also help in grabbing the
market.

Value based services at a lower cost will help in grabbing the market.

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ANNEXURE
QUESTIONNAIRE

NAME: AGE:

SEX: OCCUPATION:

1. What mode of communication are you using presently?

 Telephone
 Cell phone
 E-Mail
 Any other …………………..

2. Are you using a GSM mobile?

 Yes  No

3. Which present GSM service provider are you using?

 Airtel
 Idea
 Vodafone
 Other

4. Are you satisfied with the customer service provider?

 Fully
 Partial
 Dissatisfied
 Fully dissatisfied

5. Does your service provider offer schemes on time and repeatedly?

 Yes
 Sometimes
 Rarely
 Not at all

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6. What do good telecom services mean to you?

 Very important
 Some what important
 Not very important
 Not at all important

7. Do you feel that existing service provider listens to your problems?

 Every time
 Sometime
 Rarely
 Not at all

8. Do you have

 A prepaid connection  A postpaid connection

9. Do you easily get a cash card from the local market?

 Always
 Occasionally
 Not at all

10. Do you understand the concept of WLL?

 Yes  No

11. Which of the following have you heard about?

 Tata Indicom  Reliance

12. What do you think should be the rent on the usage of cell phones per
month?

 More than Rs. 600

 Rs. 450 - 600
 Rs. 200 - 450
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13. Give your comments (which you think is the best in the scale).

AIRTEL VODAFONE IDEA

• Network Connectivity
• Easy Availability
• Service Quality
• Low Price
• Value added services
• Advertisement and
Brand Ambassador
• Brand Name
• Influence from Family,
Friends & Relatives

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BIBLIOGRAPHY

BOOKS

 KOTLER PHILIPS, MARKETING MANAGEMENT, PUBLISHED BY

PRENTICE HALL OF INDIA PVT. LTD., Ed. 10, 2003.

 AAKER KUMAR DAY, MARKETING RESEARCH

MAGAZINES
 BUSINESS INDIA

 BUSINESS WORLD

WEBSITES:

 www.coai.com

 www.trai.com

 www.airtelindia.com

 www.khoj.com

 www.airtelworld.com

 www.Vodafone.in

 www.idea.com

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