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10.
10. Projectsformba.blogspot.comintroduction of the
toPic
11.
11. Projectsformba.blogspot.com BACKGROUNDThe
project is an extensive report on how the Airtel Company
markets its strategies andhow the company has been able in
tackling the present tough competition and how it isscooping
up by the allegations of the quality of its products. The report
begins with thehistory of the products and the introduction of
the Airtel Company. This report alsocontains the basic
marketing strategies that are used by the Airtel Company
ofmanufacturing process, technology, production policy,
advertising, collaboration, exportscenario, future prospect
and government policies. The report includes some of the
keysalient features of market trend issues.In todays world of
cutthroat fierce competition, it is very essential to not only
exist butalso to excel in the market. Todays market is
enormously more complex. Hence forth,to survive in the
market, the company not only needs to maximize its profit
but alsoneeds to satisfy its customers and should try to build
upon from there.
12.
12. Projectsformba.blogspot.comCOMPANY PROFILE
OF AIRTEL
13.
13. Projectsformba.blogspot.comVision"As we spread
wings to expand our capabilities and explore new horizons,
the fundamental focusremains unchanged: seek out the best
technology in the world and put it at the service of
ourultimate user: our customer."These are the premise on
which Bharti Enterprises has based its entire plan of
action.Bharti Enterprises has been at the forefront of
technology and has revolutionizedtelecommunications with
its world-class products and services.Established in 1985,
14.
14. Projectsformba.blogspot.com position to be the
leading integrated telecommunications services provider in
key markets in India, with a focus on providing mobile
services. The Company has developed the following
strategies to achieve its strategic objective: Focus on
maximizing revenues and margins; Capture maximum
telecommunications revenue potential with minimum
geographical coverage; Offer multiple telecommunications
services to provide customers with a "one-stop shop"
solution; Position itself to tap data transmission
opportunities and offer advanced mobile data services;
Focus on satisfying and retaining customers by ensuring
high level of customer satisfaction; Leverage strengths of its
strategic and financial partners; and Emphasize on human
resource development to achieve operational efficiencies.
15.
15. Projectsformba.blogspot.com Businesses Bharti
Tele-Ventures current businesses include - Mobile services
Fixed-line National and international long distance services
VSAT, Internet services and network solutions Broadband
services with DSL and Wi-Fi network Competitive Strengths
Bharti Tele-Ventures believes that the following elements will
contribute to the Companys success as an integrated
telecommunication services provider in India and will
provide the Company with a solid foundation to execute its
business strategy: Nationwide Footprint - approximately
92% of Indias total mobile subscribers resided in the
Companys fifteen mobile circles. These 15 circles
collectively accounted for approximately 56% of Indias land
mass; Focus on telecommunications to enable the
Company to better anticipate industry trends and capitalize
on new telecommunications-related business opportunities.
25.
25. Projectsformba.blogspot.com 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 freedom to recharge any
value A combination of the film genre exposed through 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 & aspirations instantly possible. The
new campaign for Airtel Magic is all about 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 & desires come alive
instantly .At a amount of your choice you can recharge your
account with available validity time .Improving 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 before. 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.
26.
26. Projectsformba.blogspot.com Other Brand Building
Initiatives:- The main idea is to stay ahead of competition for
at least six months. Working on the above game plan Bharti
is constantly coming up with newer product offerings for the
27.
27. Projectsformba.blogspot.com The company also
offers multi-media 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 aware 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 exclusive outlets (for
its services) and about 250 Airtel Points which were kiosks
in larger shops. Now activation can be done by all of them,
and not only by Connect outlets, all within 15 to 20 minutes.
In comparison, the competition takes two to four hours. Prepaid cards are really catching up with the mobile phone
users and it is actually helping the market to increase. First,
they are easier to obtain and convenient to use. Unlike postpaid, 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 distribution reach and
servicing a well-spread-out clientele with technology and
strategic alliances. Bharti is focusing on two factors to make
pre-paid cards more attractive. Keeping the entry cost low
for consumers and making 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 only
save users the hassle of going out and buying a card every
time it expires but also enable mobile companies to reduce
the cost of printing and distributing cards. Bharti
29.
29. Projectsformba.blogspot.comBhartis View on its
Branding strategy:-First, brand building efforts in todays
context have to be seen in a more holistic manner.Delivering
value on a sustained basis is perhaps the most potent key to
build a brand that lasts.Unflinching orientation to customer
needs is the second key success factor. Customers (be it
forindustrial products or consumer goods and services)
across the world are more informed and, at thesame time,
becoming more individualistic in their needs and far more
demanding with the passageof time.Pro-active tracking of
shifts in consumer behavior, anticipating redefined or
emerging customerneeds, and then reacting in real-time
are essential to attract and retain customer loyalty a
keyelement of creating brand equity in the present
situation.Customizing the product (and communication of its
benefit) to meet the specific needs of
variousconsumer/customer sub-segments is the third
element in creating brand appreciation.As far as allocation
of time and financial resources are concerned, too many
companies mistakenlyallocate a disproportionate amount on
mere advertising and promotion. This is not to say
thatadvertising and promotion are less relevant. On the
contrary, with more choices and higher mediaclutter,
businesses need to budget for an increasingly higher spend
on their brand promotion butthis has to be undertaken in
tandem with enterprise-wide reengineering of the
businessphilosophy and core design, production, and
delivery operations for the product itself.The positive spin to
this argument is that by first addressing the fundamentals,
the enterprise itselfbecomes more competitive. This can be
the beginning of a virtuous cycle wherein brand
38.
38. Projectsformba.blogspot.comBRAND
POSITIONING BY VODAFONE
39.
39. Promotion: various schemes for pre-paid and postpaid Product : verities available for various groups
Place : maximum outlets and service centers Price : low
price strategy Ads and promotions Marketing mix
Creating brands Businessmen Positioning Youngsters in
big cities. Poor and middle income groups. People living
in small towns and villages. Demographic segment middle income groups Target marketing Geographical
segment (rural India)Projectsformba.blogspot.com Market
segmentation
40.
40. Projectsformba.blogspot.com Services provided by
Bharti Airtel Mobile services with GSM technology Fixedline connections National and international long distance
services VSAT, Internet services 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 Telecommuting
41.
41. Projectsformba.blogspot.com RESEARCH
METHODOLOGYAchieving accuracy in any research
requires a deep study regarding the subject. The
primeobjective of the project is to compare Airtel with the
existing competitor (Vodafone) in the marketand the impact
of WLL on Airtel.The research methodology adopted is
basically based on primary data via which the most
recentand accurate piece of first hand information could be
collected. Secondary data has been used tosupport primary
data wherever needed.Primary data was collected using the
49.
49. Projectsformba.blogspot.com Operator Market
share Market share Aug05 June10 Bharti Airtel 19.06 22.49
Vodafone 21.81 16.96 Vodafonecomm 17.03 16.01 Idea
Cellular 10.45 8.49252015 Bharti Airtel vodafone10
Reliance infocomm Idea Cellular50 Market share Aug05
Market share June10
50.
50. Projectsformba.blogspot.comFINDINGS AND
ANALYSISAge Group GraphAs we can see from the above
graph, the people who are in the age group of 21-28 years
are theones who are the maximum users of mobile phones.
This segment is the one which givesmaximum business to
the mobile operators. This segment constitutes the young
executives andother office going people. They are 65% of
the total people who were interviewed. The next agegroup
are thepeople who are 28-35 years old. They are 20% of the
total. They are those who are at home orhave small
business units etc. And the next age group is the youngest
generation who are 15-21
51.
51. Projectsformba.blogspot.comyears old. They are
school and college going students and carry mobile phones
to flaunt. They are15% of the total interviewed
people.Occupation Graph OCCUPATION 10% 15% 20%
55% STUDENTS EXECUTIVES HOUSEHOLDS
OTHERSAs the above graph shows that 55% of the total
people interviewed are working. So, these peopleare 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
isthe households, who are either housewife, small units
which operate from their homes etc. Theyare 20% of the
whole. The next segment is the students. They are 15% of
the whole. And 10% ofthe whole is categories who are the
professionals.
52.
52. Projectsformba.blogspot.comService Provider
GraphThese are the total market share of mobile user or
people captured by the mobile providercompany. There two
major company in mobile phone service sector Vodafone
and Airtel whorespectively hold the market share with other
company as 17% and 20% of total market usersegment of
mobile customer.
53.
53. Projectsformba.blogspot.comCustomer Service At
Airtel Graph CUSTOMER SATISFACTION LEVEL 10% 20%
10% 60% FULLY PARTIALLY DISSATISFIED FULLY
DISSATISFIEDAs the above graph clearly shows that
customer services at Airtel seems poor. 60% of the
peopleare dissatisfied with the customer services provided
by Airtel. They are the ones who have themaximum share in
the market but they are lagging behind in the customer
services. 10% of thepeople were fully dissatisfied with the
customer services of Airtel. This could leave an impact
onthe mind of the consumer. He can even switch over his
brand. 20% of the people seemed partiallysatisfied with the
customer services and only 10% seem to be fully satisfied
with Airtels customerservices, which is a very small amount.
54.
54. Projectsformba.blogspot.comType Of Card
GraphCash cards seemed quite popular among the people
interviewed. 85% of the total mobile userswere having cash
card connections. This means that the cash cards should be
easily and readilyavailable in the local markets. Airtel should
make sure that Magic is available in each and everynook
and corner of the market. 15% of the people were having
sim connections which is theregular bill.
55.
55. Projectsformba.blogspot.comMonthly expense
graphPeople on an average spend RS 500 per month as
their mobile phone expense. 64% people spend Monthly
Expense 12% 24% Rs 600 Rs 450 Rs 200 64%this amount.
24% people spend RS 300 per month as their monthly
mobile expense. And theremaining 12% had an expense
more than RS 1000, they could the ones having sim
connections orhaving cash cards and having a lot of
business calls on their mobiles.
56.
56. Projectsformba.blogspot.comAwareness About
WLL GraphWLL seemed to be a new word for many of the
people. 45% of the people were not at all aware ofsuch a
technology. So, in order to get the answer for this question
they were first explained theconcept. Only, 55% people
knew what WLL is all about.
57.
57. Projectsformba.blogspot.comAwareness of WLL
Players Graph 80% 70% 60% 50% Vodafone 40% Airtel
30% 20% 10% 0%Vodafone was the brand which was
popular amongst the interviewed people. As Vodafone
haddone so much advertising and has it banners and
hoarding spread all over Jaipur. So, this could beone 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 whouse mobile phones is in the age group of 20 to
28. Who are the young executives and other officegoers?
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 moneyside by side
than to spend money at the end of the month on a big
making purchase decision? Give preferences (1-Highest, 6least) Yes No Q.5 Do you collect any information search
before making purchase? Yes More than 10 years Q.3 Are
you using other product instead of Airtel? 5-10 Years 2-5
Years 0-2 YearsProjectsformba.blogspot.com
74.
74. Product as per expectation Maintenance After
Sale service 24 hrs call center services Q.12 How would
you rate Airtel performance as your expectation on 5 points
scale (5 Highest?) 1 2 3 4 5 By Camp By Ad Films
Customer Care Projectsformba.blogspot.comQ.10 If you
have to purchase a new connection or product in near
future, which Brand will you go for and why?
________________________________________________
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________________________________________________
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________________________________________________
_ Q.11 Are you aware of various promotional activities being
run by Airtel, if yes then how? Are you satisfied with these
promotional activities? Very Satisfied Somewhat Not
Satisfied Satisfied satisfied
75.
75. Projectsformba.blogspot.comQ.13 What are you
suggestions for improving the product quality, service
availability and parts availability?