BRAND

POSITIONING OF
TELECOM SECTOR
Sonal Maheshwari
A1802009259
Section : E
MBA (I.B)
 BACKGROUND
 Telecommunication sector in India can be divided into
three major segments
 Fixed Service Provider (FSPs)
 Cellular Service Providers
 Internet Service Providers

• Further Division of cellular service providers

 Global System for Mobile Communication (GSM)
 Code Division Mobile Access (CDMA)
 CONTINUED….
 India is the third largest telecom market in Asia after
China, Japan and South Korea .
 The Indian telecom network is the eighth largest in the
world and the second largest among emerging economies .
 The urban tele density of India has been rising consistently
since last five years. In 2008 the urban tele density   was
60%, which increased to 85% in march 2009.
 The Indian telecom market has size of over US $ 8 billion
is expected to increase three fold by 2012.
 SCOPE
To compare the brand positioning of major
telecom players having presence in Delhi/
NCR.
 OBJECTIVES
 To find what customers think about various telecom
operators on various parameters.
 To find an attribute where each operator is leading .
 To find the brand positioning of major telecom players .
 To find the brand image of major telecom players.
RESEARCH METHODOLOGY
 Research instrument :Questionnaire
 Sample size : 120 respondents
 Sampling technique to be used : convenience sampling.
 Data collection : primary data collected from mobile phone
users of Delhi/NCR.
 Initial Findings
 Telecom services are growing at an approximate rate of
around 5% per year in terms of revenue and 10%in terms
of subscriber base in last 5 years since 2005.
 Telecom sector accounts for 1% of India`s GDP. Likely to
double in 2-3 years.
 In case of fixed service provider the state operators (BSNL
& MTNL) account for almost 90%of revenues from basic
services.
 The GSM sector is dominated by Airtel ,Vodafone –Hutch
and Idea Cellular.
 The CDMA sector is dominated by Reliance and Tata
Indicom.
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