Airtel

PROJECT REPORT
ON
AIRTEL
BY
ARINDAM BARIK
ROLL NO. 520610716
Sikkim Manipal University

Directorate of Distance Education
Syndicate House
Manipal- 576119
Annexure A
University center address and code No:

ABC Foundation
Code No: 03075
Title Of Project Report
“To analyze the consumer behavior of AIRTEL”
By
ARINDAM BARIK
A project report submitted in partial fulfillment of the requirements for
Master Of Business Administration

Of
Sikkim Manipal University, INDIA
Sikkim Manipal University

Directorate of Distance Education
Syndicate House
Manipal- 576119
Annexure B (Student declaration)
I here by declare that the project report entitled
“To analyze the consumer behaviors of AIRTEL”
Submitted in partial fulfillment of the requirements for the degree of
Masters of Business Administration
To Sikkim Manipal University, India, is my original work and not

submitted for the award of any other degree, diploma, fellowship, or
any other similar title prizes.
Place: Kolkata ARINDAM BARIK
Date: Reg. No. 520610716

Annexure C
The project report of
ARINDAM BARIK
Is approved and is acceptable in quality and from
Internal Examiner External Examiner

Annexure D
This is certified that the project report entitled
Submitted in partial fulfillment of the requirements for the degree of
Masters of Business Administration of

Sikkim Manipal University of Health, Medical and Technology
sciences
ARINDAM BARIK
has worked out under my supervision and guidance and that no part
of this report has been submitted for the award of any other degree,
diploma, fellowship, or any other similar title prizes and that the work
has not been published in any journal or Magazines.
Reg. No. 520610716 Certified
Mr. Mrinal Kanti Chakraborty

ACKNOWLEDGEMENT
This project was undertaken to fulfill an important module of the curriculum of the
Master of Business Administration course of Sikkim-Manipal University, recognized
by UGC, Govt. of India.
♦ I would like to thank to our coordinator Ms. Sanyogita Basu

for giving me the opportunity to undertake the course in her Institute, ABC
Foundation.
♦ I would also like to thank our Professor Mr. Mrinal Kanti Chakraborty
for his counsel and advice and also for giving me the key insights, which were so
useful in completion of the project.
♦ I would like to take the opportunity to express my gratitude for all the people, who
extended their cooperation, especially corporate persons of various companies and
individuals at Kolkata helped me during the survey and to carry out the project
successfully.
♦ I am also thankful to Mr. SUMIT ROY (Managing Director, SUR Enterprise), Ms.
Aishee Roy (Director, SUR Enterprise) for their valuable inputs.
∗
PROJECT CONTENT
Introduction 2-10
Company Profile 11-14
Project Objective 15-26
Methodology Adopted 27-44
Analysis 45-57
Findings 58-65
Conclusion 66
Recommendation 67-70
Bibliography 71
INTRODUCTION
Project is nothing but a temporary endeavor. Project is nothing but a synchronized

documentation along with the inference of certain findings and its suggestive
recommendation regarding a given topic. A project is something which helps one to
extract the innovative skill which is very much instrumental in directing a specific
guideline to solve a problem or even to achieve the coveted objectives.
Generally project has some several objectives from several points of view. A person who
does a project for a company he has a objective, as well as the company has some interest
about the project.
Generally the project is a short-term procedure, we can expect a full prove result from a
project. Now we discuss about the point of views of a project
The Point Of Views Of The Person Who Is Doing The Project :- Doing a complete
project is essential part in MBA course. Basically which things we learn in our MBA
course; by doing a project we can get the test practically. Not only that we can get a
experience from a project, like contract to the consumers, how to make potential
customers, how to develop the business. Main thing is that how to apply those things in
our course, which will be help in our future job field.
The Company Point Of View :- To give the permission to do a project the company has
some interest. Because the person is doing the project he enter in the company like an
employee. Not only that as the project is a research work so the company get valuable
information’s. So it will be help to the company for its future development.
SUR Enterprise is a DSA of AIRTEL, so I get a chance to doing a project on marketing

about AIRTEL. I mainly focused on AIRTEL’S marketing policy. My project work biased
on to get the feed back of AIRTEL (post paid) existing customers and
the interest of new comers of AIRTEL (post paid). Basically I want to know from the
existing customers after using this services what they feel about AIRTEL. If they feel any
problem or they have any suggestion so I definitely take attention of the company and
company can be think about it.
About AIRTEL
Tata Teleservices is part of the INR 64,350 Crore (US$14.3 billion) Tata Group,
that has over 90 companies, over 210,000 employees and more than 2.16 million
shareholders. With an investment of over INR 9,000 Crore (US$ 2 billion) in Telecom, the
Group has a formidable presence across the telecom value chain. The Tata Group plans an
additional investment of around INR 9000/- Crore (US$ 2 billion) in this sector in the next
two years.
Tata Teleservices spearheads the Group's presence in the telecom sector. Incorporated in
1996, Tata Teleservices was the first to launch CDMA mobile services in India with the
Andhra Pradesh circle. Starting with the major acquisition of Hughes Tele.com (India)
Limited [now renamed Tata Teleservices (Maharastra) Limited] in December 2002, the
company has swung into expansion mode. Tata Teleservices operates in 20 circles i.e.
Andhra Pradesh, Chennai, Gujarat, Karnataka, Delhi, Maharashtra, Mumbai, Tamil Nadu,
Orissa, Bihar, Rajasthan, Punjab, Haryana, Himachal Pradesh, Uttar Pradesh (E), Uttar
Pradesh (W), Kerala, Kolkata, Madhya Pradesh and West Bengal. The company has a
customer base of over 3 million. The investment in the company as of March 2004 totals
INR 5995 Crore (US$ 1200 million).
Having pioneered the CDMA 3G1x technology platform in India, Tata Teleservices has
established a robust and reliable telecom infrastructure that ensures quality in its services.
It has partnered with Motorola, Ericsson, Lucent and ECI Telecom for the deployment of a
reliable, technologically advanced network.
The company, which heralded convergence technologies in the Indian telecom sector, is
today the market leader in the fixed wireless telephony market with a customer base of 1.8
million.
Tata Teleservices' bouquet of telephony services includes Mobile services, Fixed Wireless
Phones, Public Booth Telephony, and Wire line services. Other services
Tata Teleservices has recently, marked its entry into the Prepaid segment by launching
100 % Sacchai True Paid, across all its existing 20 circles. With the latest initiative,
AIRTEL has opened up new frontiers for the Indian prepaid customers by offering 1-
second pulse and 100 % talktime on True Paid.
The company will be shortly launching a new service for Corporate called Push-
To-Talk™ (first across the world to partner with Qualcomm for BREWChat). This service
will be available for the masses across the country. AIRTEL has also launched a collection
of 1000 mobile games - one of the largest collections of mobile games in the world.
The company has launched prepaid FWP and public phone booths, new handsets, expand
Wi-Fi across public hotspots, new voice & data services such as BREW games, picture
messaging, polyphonic ring tones, interactive applications like news, cricket, astrology,
etc.
Tata Teleservices has a strong workforce of 5500. The company is in the process
of recruiting personnel for its new circles and will create more than 20,000 jobs by March
2005, which will include 10,000 indirect jobs through outsourcing of its manpower needs.
Today, the company serves more than 3 million customers in over 824 towns. With
an ambitious rollout plan both within existing circles and across new circles, Tata
Teleservices will offer world-class technology and user-friendly services to over 1000
cities in 20 circles by March 2005.
Milestone of Tata Teleservice Limited
January 2004
AIRTEL crossed the half million-customer mark in the Fixed Wireless segment by
registering over 300% growth in its Fixed Wireless customer base since January 2003.
With over half million Fixed Wireless retail customers and over 30,000 Fixed Wireless
payphones, AIRTEL continues to be the leader in the Fixed Wireless segment.
National SMS service launched across the six circles
February 2004
AIRTEL Subscribers can now send International SMS across across 174 countries
and 533 operators.
AIRTEL launches SMS based entertainment and infotainment services with 8282
Service and Indiatimes 8887/8888 Service.
AIRTEL launches roaming services across 5 circles.
March 2004
QUALCOMM and Tata Teleservices Announce Plans to Offer Wireless

Applications and Services Via BREW™ and BREWChat Solutions.
April 2004
Tata Teleservices launches AIRTEL Prepay Service on Smart Wireless Service in

New Delhi and Hyderabad, which offers up to 25% savings on monthly usage.
5
The tele service sectors in India there are some giant competitors BSNL and Reliance. Still
now BSNL is the market leader. AIRTEL and Reliance are trying to get the market
position, which BSNL has. About the company details of BSNL and Reliance are given
below:
Bharat Sanchar Nigam Limited (BSNL)
On October 1, 2000 the Department of Telecom Operations, Government of India
became a corporation and was christened Bharat Sanchar Nigam Limited (BSNL). Today,
BSNL is the No. 1 Telecommunications Company and the largest Public Sector
Undertaking of India with authorized share capital of $ 3977 million and networth of $
14.32 billion. It has a network of over 45 million lines covering 5000 towns with over 35
million telephone connections.
With latest digital switching technology like OCB,EWSD,AXE-10,FETEX,NEC etc. and
widespread transmission network including SDH system upto 2.5 gbps, DWDM system
upto 80 gbps,Web telephony,DIAS,VPN, Broadband and more than 400,000 data
customers , BSNL continues to serve this great nation .
Its responsibilities include improvement of the already impeccable quality of telecom
services, expansion of telecom network, introduction of new telecom services in all
villages and instilling confidence among its customers.
BSNL has managed to shoulder these responsibilities remarkably and deftly.
Today with over 45 million line capacity, 99.9% of its exchanges digital, nation wide
Network management & surveillance system (NMSS) to control telecom traffic and over
4,00,000 route kms of OFC network, Bharat Sanchar Nigam Ltd is a name to reckon with
in the world of connectivity. Along with its vast customer base, BSNL's financial and asset
bases too are vast and strong. Consider the figures, as they speak volumes on BSNL's
standing:
The telephone infrastructure alone is worth about Rs. 1,00,000 crore (US $ 22.74
billion)
Turnover of Rs. 31,400 crore ( US $ 7.14 billion)
Add to which, BSNL's nationwide coverage and reach, comprehensive range of
telecom services and a penchant for excellence; and you have the ingredients for
restructuring India for a bright future. Today, BSNL is most trusted Telecom Brand of
India.
6
Mission & Vision 2005:
VISION:
To become the largest telecom Service Provider in South east Asia.
MISSION:
(i) To provide world class State-of-art technology telecom services on demand at
affordable price.
(ii) To Provide world class telecom infrastructure to develop country's economy.
Cellone is the Post paid service of the BSNL. It offers you a host of value added
services and unmatched features not found in any other Cellular service.
As a proud subscriber of CellOne service you will stay in touch with your nears
and dears any where in India because Cellone is the only Cellular service which is
available in all major cities and covers all major highways.
As a CellOne subscriber you will enjoy benefits like:

1. No security Deposit if you are an existing BSNL subscriber
2. No security deposit or monthly rental for national roaming
facility in Plan-325 & 525.
3. Voice Mail recording and receiving facility free.
4. CLIP free
5. Call waiting and Call holding facility free
7
Excel is the Pre paid service of the CellOne Cellular Service of BSNL. It offers you a host
of value added services and unmatched features not found in any other Cellular service.
All India roaming facility is also available on Excel service.
Initial activation charges for Excel is only Rs. 200/- and free talk value of Rs. 50/- is given
to all subscribers.
Excel Pre paid cards are available in the denominations of Rs. 70,150, 300, Rs. 500, Rs.
1000 and Rs. 2000 validity period of which are 7,15, 30, 45, 120 and 180 days
respectively.
CellOne Voice Mail Service ensures that the customers never miss their calls even when
their phone is busy,switched off,out of coverage, or the customer is simply too busy to
take the call.In such cases,CellOne VMS greets the caller and records a message from the
caller,which the customer can retrieve later at his convenience from anywhere in the
world.This is available to all our post-paid customers.
It's like having your very own ,mobile personal secretary and answering machine who
listens to your incoming calls,greets the caller and stores the messages left by the caller so
that you can listen and call them back later.
Reliance Infocom
Reliance Infocomm is the outcome of the late visionary Dhirubhai Ambani's (1932-2002)
dream to herald a digital revolution in India by bringing affordable means of information
and communication to the doorsteps of India's vast population.
"Make the tools of infocomm available to people at an affordable cost, they will overcome
the handicaps of illiteracy and lack of mobility", Dhirubhai Ambani charted out the
mission for Reliance Infocomm in late 1999. He saw in the potential of information and
communication technology a once-in-a-lifetime opportunity for India to leapfrog over its
historical legacy of backwardness and underdevelopment.
Working at breakneck speed, from late 1999 to 2002 Reliance Infocomm built the
backbone for a digital India - 60,000 kilometres of fibre optic backbone, crisscrossing
the entire country. The Reliance Infocomm pan-India network was commissioned on
December 28, 2002, the 70th - birth anniversary of Dhirubhai. This day also marked his
first birth anniversary after his demise July - 6, 2002.
Reliance Infocomm network is a pan India, high capacity, integrated (wireless and
wireline) and convergent (voice, data and video) digital network, designed to offer
services that span the entire Infocomm value chain - infrastructure, services for
enterprises and individuals, applications and consulting. The network is designed to
deliver services that will foster a new way of life for a New India.
Reliance is India's largest mobile service provider with over 8 million subscribers as on
June 30, 2004. Reliance IndiaMobile (RIM), its mobile service was commercially
launched on May 1, 2003 and became the largest mobile service in seven months. RIM is
now available in over 1100 cities and towns across India and will increase its coverage to
over 5000 cities and towns by the end of financial year 2005.
Within a short span of one year, RIM has earned many accolades. RIM was voted "India's
Most Trusted Telecom Brand" by AC Nielsen Survey for Brand Equity - The Economic
Times, 2003. The "Monsoon Hungama" of July 2003 set a world record in adding one
million mobile subscribers in just 10 days. Nearly 90 per cent of the handsets on RIM
network are data enabled with access to R World suite of hundreds of Java applications,
which is again very unique in the world.
With innovative pricing and attractive multimedia enabled handsets, RIM was
instrumental in making mobile phones affordable to common people and increasing India's
teledensity. Spurred by the innovative offerings from RIM, the total number of mobile
subscribers in India grew from 12 million in January 2003 to 37 million in June 2004, with
Reliance garnering market share of 22 per cent.
Reliance Infocomm's pan India wireless network runs onCDMA2000 1x technology,
which offers superior voice and data experience compared to other competing
technologies. CDMA 2000 1x utilises the scarce radio spectrum more efficiently, resulting
affordable mobile services. It also offer improved voice clarity, higher data speeds of up to
144 Kbps and seamless migration to new generation mobile technologies.
Gone are the days when you were bound by a particular handset and a certain phone
number. You can now set yourself free with the new Get Started Kit from Reliance
IndiaMobile.
Now, you get to decide what handset you want and then choose a RIM phone
number.
From a wide array of Gen-Next CDMA handset, just select the handset that suits your
style and your budget. Lap it up with a RIM prepaid or postpaid number of your choice.
Use the PIN number given in the Get Started Kit card, follow the simple instructions given
on the card to activate your handset and get started.
You can become a prepaid or postpaid subscriber by using the appropriate Get Started Kit.
Reliance Infocom will offer a complete range of telecom services, covering mobile and
fixed line telephony including broadband, national and international long distance
services, data services and a wide range of value added services and applications that will
enhance productivity of enterprises and individuals.
Reliance India Mobile, the first of Infocom's initiatives was launched on December
28, 2002, the 70th birthday of the Reliance group founder, Shri. Dhirubhai H. Ambani.
This marks the beginning of Reliance's dream of ushering in a digital revolution in
India by becoming a major catalyst in improving quality of life and changing the face of
India. It aims to achieve this by putting the power of information and communication in
the hands of the people of India at affordable costs.
Reliance Infocom will extend its efforts beyond the traditional value chain to
develop and deploy telecom solutions for India's farmers, businesses, hospitals,
government and public sector organizations.
∗
10
COMPANY PROFILE
SUR ENTERPRISE
Company in business: 11 years.
Chairman & Managing Director: Mr. S. N. Nath, BE (Mech), MBA
Managing Director: Mr. S. K. Banerjee, BCHE, MBA, FIE Chartered Engineer, Member
of American Institute of Chemical Engineers, Life Member IICHE
Core business: Design, Manufacturing of Automatic Plant, Machinery, Sip Builder, Heat
Exchanger,Set Up Turnkey Project.
Associated Business:
Automobile
Automation of CNC Machine
Hotel
Developer & Promoter
Institution of Computer Software & Hardware
Business Partner
M/S. Automation & Networks of ABB Group

M/S. Tata Tele Service Ltd.
M/S. Trinity InfoTech Pvt. Ltd.
Office Set up In India

Kolkata, Bhubaneswar, Pune, Kota, Bokaro, Bhilai, Dadri & Jharsuguda
Total Staff Strength: 2815 (Including Superiors)
Turn Over:
 Rs. 133.33 Crore
 Rs. 124.87 Crore
Vision:
To employ addition 1000 staff by 2009
To certify the company with 14001 by 2008
To become a company of 300 crore by 2010
To do the business at oversees by 2010
11
PLEXUS PROJECT PVT LTD.
COMPANY HIERARCHY
Managing Director Executive Director
Director Finance Manager Manager Manager Senior Tele sales

Business Human- Operation Supervisor
Resource
Manager
Management Information System
Territory Manager 1 Territory manager 2
Executive- Management
Information System Group Manager Group Manager
Sales Officer Sales Officer
Executive- Collection Document Document

Executive Executive
Tele Sales Supervisor 1

Tele Tele
Marketing Marketing
Executive Executive Tele Tele
Marketing Marketing Tele Tele
Tele Tele Executive Executive Marketing Marketing
Marketing Marketing Executive Executive
Executive Executive
Tele Tele
Marketing Marketing
Executive Executive
12
The Roll Of Employee In The Concern
1. Managing Director:- Make strategy and take all the decision about the company
with help of Executive Director.
2. Executive Director:- Help the MD with relevant information to make any business
strategy and also take care to implement the strategy well.
3. Director In Finance:- This post is very important in the view of company.

Actually that particular post is the backbone of the company. A qualified and effective
person holds this post. He always tries how large should the company be and how fast
should it grows. He composition of the company assets and mix of the company financing.
He also analyzes, plan and control all its financial affairs.
4. Business Manager:- This person working under the Executive Director. His main
motive is to develop the company’s business. For that reasons he arrange some meeting
with the existing and new client of the company and every day he collect the report from
his subordinators and submit it’s to the Executive director.
5. Human Resource Manager :- This person really play the big roll for the company.
His key responsibilities are select and recruit the right people for the right place, arranged
some training, measure the performance of every employee, make the report about it and
submit the report to the Executive Director. He also create a healthy atmosphere in the
organization.
6. Operation Manager :- Operation manager is work under the Executive Director. The
main function of this post is to operate the various work of a company.
7. Senior Telesales Supervisor :- Under the senior telesale supervisor there are five
telesales supervisor who supervise both the telesales supervisor and the telecaller.
8. Manager In Management Information System :- He work under the Director in
Finance. His main responsibility is to create the proper strategy for collecting the valuable
data which is too much essential for business growth in a company.
13
9. Executive in Management Information System :- He work under the Manager In
Management Information System. His main responsibility is to collect the data from the
executive collection and properly storage it.
10. Executive in Collection :- He work under the Executive in Management Information

System. His main responsibility is to collect the data from the customers and the others
sources.
11. Territory Manager: - He works under the Manager in Business. His main
responsibility is implement that decision which is made by Manager in Business and also
take a daily sales report from group managers.
12. Group Manager: - They work under the Territory Managers. They properly divided
the target to the Sales Officers. Provided the market training to them.
13. Sales Officer :- They work under the Group Manager. They have some target. There
key responsibilities are direct marketing. That means sale the service to the customer
directly.
14. Document Executive :- To collect the various document from the customer.
15. Tele Sales Supervisor :- Five Tele Sales Supervisor working in here. They work
under the Senior Telesales Supervisor. Each Tele Sales Supervisor has responsible for the
job of two Tele Marketing Executive. There key responsibilities are supervise the job of
Tele Marketing Executives, provide training and also make call to the customer.
16. Tele Marketing Executive :- Ten Tele Marketing Executive in here. They random
call to the customers for knowing them about the services.
∗
14
PROJECT OBJECTIVE
As we doing our project in TATA TELESERVICES LTD (AIRTEL), so our main
aim is how to develop the sells, how to maintain the quality, how to give the maximum
service to the consumer.
I try “to analyze the complex consumer behavior of AIRTEL and to introduce
aggressive marketing policy to increase the sales and customer relationship”.
AIRTEL divide its customer in two segments one is corporate persons and another
is individual person. Now everything stands on corporate world. Corporate sector is the
gateway of every new product or services. That’s why AIRTEL also target the corporate
sector, by giving various types of offers and facility. Here we are doing project on
marketing of AIRTEL, though we have to fell the pulse of the corporate persons, because
the corporate persons can give the proper prestige to AIRTEL. Doing discuss with the
corporate persons, we try to know what are the advantages and disadvantages of this
product. This is our main helping hand to improve AIRTEL.
The main objective of doing the project is how to help the company. Here we
doing the project on AIRTEL and our main work are what are the feelings about the
AIRTEL of corporate persons and individual person also.
This work will be doing by some methods. Firstly, I have to do corporate
perception analysis. I work on the corporate sector. After talking with the corporate
persons we become know that what they think about AIRTEL. On the basis of this
information we will perceive that on which position AIRTEL hold in the Tele Service
Industry.
Secondly we try know the brand positioning of AIRTEL.
Third works will analysis the corporate marketing policy of AIRTEL.
In the marketing world common people is the least marketing person because a
common people are believed to another common people’s opinion. There is a reason
behind this factor that is when a sales or marketing persons talk about his company’s
product or services then people think that person has his own interest but this type of thing
is not happened when common people talking between them.
15
In AIRTEL, we give so much importance to the individual persons also. In our
project the person think for a mobile or land line then we have to bind to think about
AIRTEL. When one person will be uses AIRTEL then the other person will think that the
person definitely get so much facility and benefit than the other tele services. That’s why
he using AIRTEL.
Corporate Perception Analysis

Perception is the source of one’s knowledge of the world. One wants to know the
world and the surrounding environment. Knowledge is power. Without knowledge one
cannot act effectively. Perception is the main source of such knowledge. Perception can be
defined as the process of receiving, selecting, organizing, interpreting, checking and
reacting to sensory stimuli or data. Perception is not last what one sees whit the eyes. It is
a much more complex process by which an individual selectively absorbs or assimilating
the stimuli in the environment, cognitively organizes the perceived information is a
specific fashion and then interprets the information to make an assessment about what is
going on is one’s environment.
Factors influencing the Perpetual Process

Several factors influence how we process the perpetual inputs and transform them
into outputs. People behave on the basis of what they perceive reality to be and not
necessarily as what reality is. Three influences on the concept of perception are described
below. These influences are:
♣ The characteristics of the Perceiver.
♣ The characteristics of the Perceived.
♣ The characteristics of the Situation.
16
These influences are shown diagrammatically as follows
Characteristics of the perceiver
Needs Values
Experiences Attitude
Characteristics of the perceived

Perception
Appearance
Communication Behavior Overall Understanding
of Perception
Characteristics of the Situation
Physical Location
Social Setting
Organizational Setting
Here we perceive the individual & corporate persons. Basically AIRTEL gives several
types of schemes for several segments. Now I have to know what type of people knit
about AIRTEL & which position will be hold by AIRTEL.
If I want to perceive the people’s doubt about AIRTEL, then I have to know firstly
that what are the schemes bring AIRTEL for the people. After that we can analyses the
perception of AIRTEL.
The scheme for individual persons: ––––

An individual person can get a smart AIRTEL walky just paying Rs. 1000 & doing
a fell up a form. On the other hand, compare between AIRTEL and other tele services,
other tele services are very expensive. So it can be say that AIRTEL is cost effective.
People can get more talk time than the other phone. People can get a smart phone. There is
so much facility available in AIRTEL, which people cannot get in BSNL
phone. AIRTEL bring also mobile phone facility. People can get the landline absolutely
free with some selective mobile handsets. In17every mobile set people can get six months
rental free. This kind of facility we cannot expect from the other Tele services.
TATA is a multi dimensional company, it makes car to software chassis to salt,
insurance to watch and another money things, which we are daily using. Mainly India
stands on the TATA’s strong steel. TATA gives various services from various ways. In
every segment TATA is highly successful because for its quality. TATA is name of brand,
name of faith name of depend. This image is not making in a one day. Many of company
diversified their business because they scare about their current business. They have also a
brand & they using this brand to sell their current product or services. But TATA from its
first day not stands with its core business, which is steel. From very early period it gives
several item when have won identity. For an example TATA salt the first iodized salt.
Now in India salt means TATA salt. TATA is a leader in Indian business market from
steel to Jewellery. The current service of TATA is AIRTEL.
18
What is Market Positioning?
A Service positioning is the way the service is defined by consumers on
important attributes–the place the service occupies in consumers’ minds relative to
competing services. Thus, Tide is positioned as a powerful, all–purpose family de-tergent;
Era is positioned as a concentrated liquid stain remover; Cheer is positioned as the
detergent of all temperatures. Toyota Tercel and Suburu are positioned on economy,
Mercedes and Cadillac on luxury, and Porsche and BMW on performance.
Consumers are overloaded with information about products and services. They
cannot reevaluate products every time they make a buying decision. To simplify buying
decision making, consumers organize products into categories–they “position” products,
services, and companies in their minds. A product’s position is the complex set of
perceptions, impressions, and feelings that consumers hold for the product compared with
competing products. Consumers position products with or without the help of marketers.
But marketers do not wants to leave their products’ position to chance. They plan
Positions that will give their products the greatest advantage in selected target markets,
and they design marketing mixes to create these planned positions.
Product Differentiation. A company can differentiate its physical product. At one
extreme, some companies offer highly standardized products that allow little variation:
chicken, steel, aspirin. Yet even here, some meaningful differentiation is possible. For
example, Perdue claims that its branded chickens are better–fresher and more tender–and
gets a 10 percent price premium based on this differentiation.
Other companies offer products that can be highly differentiated, such as
automobiles commercial buildings, and furniture. Here the company faces an abundance
of design parameters. It can offer a variety of standard or optional features not provided by
competitors. Thus, Volvo provides new and better safety features; Delta Airlines offers
wider seating and free in-fight telephone use. Companies also can differentiate their
products on performance. Whirlpool designs its dishwasher to run more quietly; Procter &
Gamble formulates liquid Tide to get clothes cleaner. Style and design also can be
important differentiating factors. Thus, many car buyers pay a premium for Jaguar
automobiles because of their extraordinary look, even though Jaguar has sometimes had a
poor reliability record. Similarly, Companies can differentiate their products on such
attributes as consistency, durability, reliability, or repairability.
19
Service Differentiation. In addition to differentiating its physical product, the firm
also can differentiate the services that accompany the product. Some company gain
competitive advantage through speedy, reliable, or careful delivery. Deluxe, the check
supply company, has built an impressive reputation for shipping out replacement checks
one day after receiving an order–without being late once in 12 years. Domino’s Pizza
promises delivery in less than 30 minutes or takes $3 off the price.
Installation also can differentiate one company from another. IBM, for example, is
known for its quality installation service. It delivers all pieces of purchased equipment to
the site at one time rather than sending individual components to sit and wit for others to
arrive. And when asked to move equipment and install it in another location, IBM often
moves competitors equipment as well. Companies can further distinguish themselves
through their repair services. Many an automobile buyer would gladly pay a little more
and travel a little farther to buy a car from a dealer that provides top-notch repair service.
Some companies differentiate their offers by providing customer training service.
Thus, General Electric not only sells and installs expensive X-ray equipment in hospitals,
but also trains the hospital employees who will use this equipment. Other companies offer
free or paid consulting services–data, information system, and advising services that
buyers need. For example, McKesson corporation, a major drug wholesaler, consults with
its 12,000 independent pharmacists to help them up accounting, inventory and computer
ordering systems. By helping its customer compete better, McKesson gains greater
customer loyalty and sales.
Companies may find many other ways to add value through differentiated services.
In fact, they can choose from a virtually unlimited number of specific services and benefits
through which to differentiate themselves from the competition.
Personal Differentiation. Companies can gain a strong competitive advantage

through hiring and training better people than their competitors do. Thus, Singapore
Airlines enjoys an excellent reputation largely because the grace of its flight attendants.
20
McDonald’s people are courteous, IBM people are professional and knowledgeable, and
Disney people are friendly and upbeat. The salesforces of such companies as Connecticut
General Life and Merck enjoy excellent reputations, which set their companies apart from
competitors. Wal-Mart has differentiated its superstores by employing “people greeters”
who welcome shoppers, give advice on where to find items, mark merchandise brought
back for returns or exchanges, and give gifts to children.
Personnel differentiation requires that a company select its customer-contact
people carefully and train them well. These personnel must be competent – they must
possess the required skills and knowledge. They need to be courteous, friendly, and
respectful. They must serve customers with consistency and accuracy. And they must
make an effort to understand customers, to communicate clearly with them, and to respond
quickly to customer requests and problems.
Image Differentiation. Even when competing offers look the same, buyers may
perceive a difference based on company or brand images. Thus, companies work to
establish images that differentiate them from competitors. A company or brand image
should convey a singular and distinctive message that communicates the product’s major
benefits and positioning. Developing a strong and distinctive images calls for creativity
and hard work. A company cannot implant an image in the public’s mind overnight using
only a few advertisements. If “IBM means service,” this image must be supported by
everything the company says and does.
Symbols can provide strong company or brand recognition and image
differentiation. Companies design signs and logos that provide instant recognition. They
associate themselves with objects or characters that symbolize quality or other attributes,
such as the Harris Bank lion, the Apple Computer apple, the prudential rock, or the
Pillsbury doughboy. The company might build a brand around some famous person, as
with perfumes such as Passion (Elizabeth Taylor) and Uninhibited (Cher). Some
companies even become associated with colors, such as IBM (blue) or Campbell (red and
white).
21
The chosen symbols must be communicated through advertising that conveys the
company or brand’s personality. The ads attempt to establish a storyline, a mood, a
performance level – something distinctive about the company or brand. The atmosphere of
the physical space in which the organization produces or delivers its products and services
can be another powerful image generator. Hyatt hotels have become known for their
atrium lobbies and Victoria Station restaurants for their boxcars. Thus, a bank that wants
to distinguish itself as the “friendly bank” must choose the right building and interior
design, layout, colors, materials, and furnishings to reflect these qualities.
A company also can be create an image through the types of events it sponsors.
Perrier, the bottled water company, became known by laying out exercise tracks and
sponsoring health sports events. Other organizations, such as AT&T and IBM, have
identified themselves closely with cultural events, such as symphony performances and art
exhibits. Still other organizations support popular causes. For example, Heinz gives
money to hospitals and Quaker gives food to the homeless.
Selecting the Right Competitive Advantages

Suppose a company is fortunate enough to discover several potential competitive
advantages. It now must choose the ones upon which it will build its positioning strategy.
It must decide how many differences to promote and which ones.
AIRTEL formulate a very good market positioning strategy of their brand

AIRTEL and properly implement the strategy
Corporate Marketing Policy

In corporate sector AIRTEL provide various facility to get the AIRTEL Walky . Some
selective company and their employee can get the phone without pay any money. They
have only pay the installation charge Rs 800 which will be attached with their next month
bill and the rental plan started from Rs 240 only. So its really affordable for anyone.
There are some the list of the company which AIRTEL give some facility. The list of
these company are given below.
22
Company List
Sr Company Name Sr Company Name
No No.
1 Peerless Group 44 Airport Authority Of India
2 General Finance 45 APEEJAY GROUP
3 Housing 46 The Park Hotels
4 Hotels 47 Apeejay Finance
5 Hospital 48 Apeejay Tea
6 ICI Explosive 49 Apeejay shipping
7 Exide 50 Apeejay Securities
8 Graphite India 51 Apeejay Corporate
9 Vijay Bank (Regional Office) 52 Apeejay School
10 PRAXAIR 53 Oxford Book Shop
11 Space Circle 54 Flurys
12 Polar pharma 55 Hindustan Lever Ltd
13 Akashbani 56 Wockhardt Ltd
14 Orient Fans 57 DHL
15 Nicco Group 58 IFB Industries
16 United Bank Of India 59 Tata Net
17 LG 60 GE Countrywide
18 Onida 61 ING Vysya
19 Paharpur Cooling Towers 62 American Express
20 Glaxo Smithkline 63 OTIS Elevator company (India) Ltd
21 Nicholas Piramal 64 Kodak India Ltd
22 TVS 65 VCK (Shares & Stock Broking Service Ltd)
23 Rosch Diagnostics 66 Oriental Insurance
24 ITC LTD. 67 TI Cycles
25 ITC Corporate 68 Federal Bank (Regional Office)
26 ITC Hotels 69 Oriental Bank Of Commerce
27 ITC Infotech 70 Ruby General Hospital
28 ITC Paper & Packaging 71 GE Capital
29 ITD 72 MACMET
30 ITLD 73 Ashok Leyland
31 Travel House 74 ACC
32 ITC Branch 75 India Customs
33 WILLS SPORTS 76 Blue star
34 IBD AQUA 77 UCO Bank
35 Investments Subsidiaries 78 Central Bank
36 Green Acres 79 ONGC
37 Surya Nepal Tobacco 80 Kotak Bank
38 Alsthom Power / G E C Alsthom 81 HDFC Bank
39 Centurion Bank Ltd 82 HDFC Limited
40 Pepsico India Holding Ltd 83 HDFC Standard Life
41 Videsh Sancher Nigam Ltd 84 HDFC Life Insurance
42 Tata Infotech 85 HBL Global
43 Lloyds Insulation 86 Cadila
23
87 Dr. Reddy’s Lab 137 Heinz India Pvt Ltd
88 Goodyear India 138 Dabur India
89 Godrej & Boyee Manufacturing Ltd 139 Ambuja Cement Eastern Ltd
90 Godrej Agrovet Ltd 140 Bengal Ambuja Housing Devp. Ltd.
91 Godrej Industries Ltd 141 GGL Hotels & Resorts Co. Ltd.
92 Eureka Forbes 142 Ganapati Parks Ltd.
93 Nestle India 143 Bengal Ambuja Metro Devp. Ltd.
94 Black Diamond Beverages Pvt Ltd 144 The Ffort Holiday Klub
95 Tata Honeywell 145 The Conclave
96 Tata International Ltd 146 The Ffort Radisson
97 Shoppers Stop Ltd 147 RKBK Ltd.
98 Kankaria Group 148 Park Hospitals
99 Ambica Multi Fibers 149 ETV Bangla
100 Aukland Jute Mills 150 WEBLE
101 Tin Plate Company 151 BOC
102 Stewards & Lyods 152 Development Credit Bank
103 Whirlpool 153 Union Bank Of India
104 RBI 154 Air India
105 The Statesman 155 Goodlas Nerolac Ltd
106 ABB Ltd 156 ESAB
107 HPCL 157 Telco
108 ABP 158 West Side
109 Federal Bank 159 Taj Bengal
110 Xerox 160 Tata Chemicals
111 Pantaloon 161 Allahabad Bank
112 Seimens 162 Electrosteel casting Ltd
113 BHEL 163 Bata India Ltd
114 Kothari 164 Ondeo Nelco (l) Ltd
115 Woodlands 165 Cromtom Greaves Ltd
116 Pidilite 166 Zee Telefilms
117 Golden Park 167 Zee interactive
118 MCCPTA 168 Asian Sky Shop Services
119 HHI 169 Siti Cable Network Ltd
120 Hyatt Regency Kolkata 170 Zee Ntework
121 Simplex Engineering 171 Balsara
122 Blue dart 172 Usha Martin
123 ICICI Bank 173 Srei International Finance Ltd
124 ICICI Prudential Life Insurance 174 Patton Ltd
125 ICICI Securities 175 B.M. Birla Heart Research Center
126 ICICI Lombard General Insurance 176 UTI Bank
127 Merlin Group 177 Magma Group
128 Colgate Palmolive 178 Johnson & Johnson
129 Castrol India Ltd 179 Apollo Gleneagles
130 Haldia Petro Chemical 180 Belle Vue Clinic
131 Aircon India 181 CMRI
132 State Trading Corporation 182 Oberoi Grand
133 Vesuvius 183 Globsyn Technologies
134 TIL 184 Union Bank Of India
135 Simplex Concrete Pipes 185 Indian Airlines
136 Coca Cola 186 Amul Sagar
24
Sr Company Name Sr Company Name

No No.
187 Torrent Pharma 233 Punjab National Bank
188 Asian Paints 234 NIIT
189 Sun Pharmaceuticals 235 NABARD
190 Shaw Wallace 236 Philips India Ltd
191 United India Insurance 237 Lighting
192 Tata Aig General Insurance Ltd 238 Consumer Durables
193 Tata TD Waterhouse Security Pvt Ltd 239 Domestic Appliances
194 Tata Share Registry Ltd 240 F&F
195 TRF Ltd 241 WPP Group
196 Tata Metaliks 242 J. Walter Thompson
197 Tayo Rolls Ltd 243 Mind Share
198 Tata Pigment Ltd 244 O&M
199 Tata TD Waterhouse Asset Mgmt Ltd 245 Bates
200 Tata Internet Services Ltd 246 IMRB
201 Telcon Ltd 247 Contract
202 Tata Elxsi Ltd 248 Rediffusion
203 Tata B.P. Solar India Ltd 249 Pratidin Prakashini
204 Tata Sponge Iron Ltd 250 TNT Worldwide
205 Metaljunction.com Pvt Ltd 251 ABN Amro Bank
206 Hindustan Times 252 M.N Dastur
207 Standard Chartered Bank 253 Medicare
208 IDBI Group 254 Karvy consultants
209 HSBC 255 McDowell & co.
210 Citi Bank 256 Central Warehousing
211 Citi Finance 257 Tata Steel
212 Citi Corporation 258 Tata Ryerson Ltd
213 E-Serve 259 Voltas Ltd
214 British Council 260 New India Assurance
215 Tea Board 261 Emami Group
216 India Today 262 Kolkata Port Trust
217 GKB Optics 263 IBP
218 Williamson Magor 264 BPCL
219 Bab Cock Borsing 265 Sahara India Pariwar
220 Mcnally Bharat 266 Sahara India Financial Corporation
221 Moran Tea 267 Sahara India Mass Communication
222 Flenders 268 Sahara Hospitality
223 Eveready Industries 269 Sahara India Commercial Corporation
224 AG Group 270 Amby Valley Lake city Ltd
225 AG School 271 Sahara Net
226 SG Hospital 272 WBIL Ltd
227 AG Church 273 Modi Group Of Companies
228 L&T Infotech Ltd 274 Modi Revlon
229 L&T John Deere Pvt Ltd 275 Modi Care
230 L&T ECC Division 276 National Insurance
231 Coal India 277 DVC
232 LIC Of India 278 IBP-Camac Street
279 Oil India 309 CESC Ltd

280 GRSE 310 RPG Life Sciences
281 Steel Authority of India 311 Aditya Birla
282 FCI 25
312 Grasim industries
283 IBM 313 Birla Management services Ltd
284 M.P. Birla Eye Clinic 314 INDAL
288 TCG 315 HGI Industries
289 South Eastern Railways 316 Essel Mining & Industries Ltd
290 CATS 317 Indo Gulf Corporation
291 WIPRO 318 Global Export Marketing
292 IOCL 319 Indian Rayon
293 IL & FS 320 Manjushree Plantation
294 HCL Infosystems 321 Kesoram Industries
295 Chembiotek 322 National Industries Ltd
296 Himalayan Drugs 323 Orient Paper & Industries Ltd
297 RPG 324 Hindustan Motors Ltd
298 Music world 325 Birla Eastern ltd
299 Seregama 326 Birla Corporation Ltd
300 RPG Netcom 327 VXL Technologies
301 Dena 328 Texmaco
302 Ceat Ltd 329 Jaysherr Tea
303 Phillips Carbon Black 330 Orient Fans
304 Balmer Lawrie 331 Birla Tyres
305 RS Software (India) Ltd 332 State Bank Of India
306 Satyam Infoway 333 Lafarge Cement
307 Skytech Solutions 334 TCS Ltd
308 CMC
∗
26
METHODOLOGY ADOPTED
DATA COLLECTION:
Data collection is an elaborate process in which the researcher makes a planned

search for all relevant data . Data is the foundation of all marketing research. It is the raw
materials with which a market research functions. A few aspect of data, data sources and
method of collecting the data are described in the succeeding pages. There after, sampling
is discussed in detail, as it is an integral part of the data collecting process.
Primary and secondary Data:
Data, or facts, may be obtained from several sources. Data can be classified as
primary data and secondary data. Primary data is data gathered for the first time by the
researcher; secondary data is data borrowed by the researcher from secondary sources.
Secondary data can be internal or external.
Secondary Data:
Secondary data whether internal or external is the data already collected by others,
for purposes other than of the solution of the problem at hand. The researchers must
thoroughly search secondary data sources before commissioning any efforts for collecting
primary data. There are many advantages in searching for and analyzing secondary data
before attempting the collecting of primary data. In many cases, the secondary data itself
may be sufficient to solve the problem. Usually, the cost of searching for secondary data is
much lower than the cost of organization primary data. Moreover, secondary data has
several supplementary uses. It also helps plan the collection of secondary data, if primary
data becomes necessary.
27
Sources of Secondary Data:
In most firms, secondary data (internal) of enormous magnitude is often available.

Sales records constitute by far the most important part of the secondary data of marketing
which the researchers uses extensively. Since the data is available, the researcher gets it
will very little effort, time and money. Only when both internal and external secondary
data is insufficient for the purpose of the given marketing research job , an effort needs to
be lunched for collection data.
In addition to sales records, publications of a wide variety provide a good deal of

external secondary data on any subject. Newspaper, magazines, technical journals, trade
publications, directories, government publications, committee reports, reference books,
balance sheets of companies and research reports by various agencies are sources of
external secondary data. Secondary data can also be purchase in different cases from
commercial marketing research services. In addition to these traditional sources of
secondary data, in modern days more and more sources of secondary data are becoming
available. A couple of them are discussing below.
Yellow pages / stand alone directories. Today, yellow pages in telephone

directories and stand alone yellow pages directories have become an established sources
of information for business firms. In fact, a yellow pages directory has become a good
database in its own right. Tata press lunched a stand alone yellow pages directory for
Bombay city. New horizons, a joint venture between the Living media group of
publications and Singapore Telecom, has published stand alone directories for specific
business. Business India Database of The Business India group of publications has come
out with its Delhi business. Pages directory, sterling computers is trying up with General
Telephone Directories of the UK to publish a stand- alone yellow pages directory, sterling
Yellow pages. In sort, the Yellow pages as a category is emerging as a good secondary
data source.
28
Industrial Product Finder. For 20 years now the monthly magazine ‘ Industrial
product Finder’ (IPF) has been providing useful information to Indian industry about new
products, new materials and services – what is available and from whom. IPF details the
many applications of a given new service. Almost every service industries ensure that
descriptions of their services are published in IPF before the said service hits the market.
Evidently, the IPF could serve as a source of secondary data to market researchers.
Data Through Telephone. Agencies providing tele-data services have also emerged
in cities in recent times. Melior communications for example, offers a tele MR service.
Essential data on a number of subjects/ products can be had through a telephone call to the
agency. The service is termed “ Tell me- Business through phone”. It not only brings
buyers and sellers of products together but also provides data bank support to researchers.
Primary Data:
We shall now move on to a discussion on primary data. As mention easier
primary data is original data collected by the researcher first hand. If secondary data is
found to be inadequate , the researchers goes for primary data. First, he decides the
extent of primary data to be collected. Then he identifies the right data source. He also
chooses the right approach to research procedure for getting the data. Primary data can be
collected through observational studies , market surveys or experiments.
Collection of primary Data:

Collection of primary data is a task demanding technical expertise. The provider
or the source of primary data is termed ‘respondent’. A respondent may be give
information passively or actively. When is information is gathered through mere
observation of the respondent’s behavior , he is said to provide information passively.
When he gives information through a written or spoken response , he is said to provide
information actively.
29
Scaling Techniques for Measuring Data Gathered from Respondents:
Measurability of data gathered from respondents is an important requirement of
any research study. Measurement may be easy , if the answers are totally based on
quantitative data. But in many marketing situations the responses sought from respondents
are qualitative in nature , relating to perceptions , felling , likes and dislikes ,
inclinations and preferences. Scaling is a technique use for measuring such qualitative
responses. The essence of this technique is that by the use of scaled answers or scaled
responses , qualitative information gets recorded in a quantifiable and measurable from.
The respondent provided with a range of answers from which he can select his response.
Main Type of Scales :
There are five types of scales –
● Normal scale
● Ordinal scale
● Interval scale
● Ratio scale
● Attitude Measurement Techniques / Attitude scales
Each of them is briefly described below.

.
Nominal Scale:
In nominal scale , numbers are assigned for facilitating identification. The nominal
scales are just numerical and are the least restrictive of all scale. The numbers serve
only as levels for identifying the object , the event or individual. Credit card numbers,
bank account number and employee identity numbers are instances of nominal scales.
30
Ordinal Scale:
These scales order or rank the items according to some attributes. For example , if
there are five different brands of toilet shops and if a respondent ranks them based on
say , ‘freshness’ into rank I having maximum freshness , rank 2 the second maximum
freshness , and so on , an ordinal scale results. Instead of numbers , letter or symbols too
can be use to constitute an ordinal scale. If there are four different lots of rice and if
they are ordered on the basis of quality as grade A , grade B , grade C ,grade E , grade D ,
it is again an ordinal scale.
Internal Scale:
An interval scale has an arbitrary zero point with further numbers are placed at
equal intervals. A thermometer is a good example of an interval scale.
Ratio Scale :
A ratio scale has a natural zero point ; and further number are placed at equally
appearing intervals. Numerous scales used in physical sciences , like scales for
measuring length , weight , etc, are examples of ratio scales.
Attitude Scales / Attitude Measurement Techniques:
The attitude scale deals more with psychological measurement. The most
commonly used attitude scales are:
31
● Paired comparisons
● The semantic differential
● The Thurstone cale
● The Likert scale
● The q-sort technique
● Multidimensional scaling
Paired comparisons. ‘Paired comparisons’ is a type of questioning where the

respondent asked to choose his answer from among two alternatives. Attributes to be
tested as well as every possible pair combination are listed out in the questionnaire and
from each pair of alternatives the respondent makes his choice.
The semantic differential. The semantic differential developed by Osgood and

his associates probes into the intensity and content of a respondent’s attitude towards,
say , a company’s image or a brand’s image. The evaluation is made using a scale of
objectives which are polar opposites , ranging from one extreme position to the
opposite extreme , separated by seven equal intervals.
The Thurston scale. The Thurston scale or ‘the method of equally appearing
intervals’ is an attempt to provide a ratio scale. The researcher first assembles a large
number of statements , say 150 to 200 statements , about the attitude under study.
Several judges are then asked to classify these statements independently into eleven
piles ,ringing from extremely negative to extremely positive. The
sixth pile is to represent the neutral point. A final selection of 20-25 items is made
based on those statements whose dispersion among the judges is relatively small. These
statements are finally presented to respondents who are asked to check those statements
they agree with.
The Likert scale: The Likert scale or 32

‘ the method of summated rating’ is a five-
point scale ranging from ‘strong agreement’ to ‘disagreement’. In this method , a judging
group is not involved. The respondent is given a statement about a topic and he records
the degree of his agreement or disagreement with the statement.
The Q-sort technique. The Q-sort technique is an attempt to classify subjects in

terms of their ‘similarity’ to the attribute under study. It start s like the Thurston scale ,
then departs from it. The respondent is given a large no of statements / items. He has to
place them in eleven piles ranging from most favorable to least favorable, based on the
degree of his agreement to disagreement with the items. The respondent has to place a
pre-assigned number in each pile. Each pile is given a score value and the idea is to
find out the degree of similarity among respondents over the various items analyzed.
Multidimensional scaling. The attitude scales discussed above are uni-

dimensonal scales. They measure attitudes along a ingle dimension. A person’s decision
to by a particular product may be the outcome of a variety of stimuli- the product
features , the company image , the advertising message , etc. various technique have
been developed to scale and measure multidimensional stimuli. Grouped under the broad
term of ‘multidimensional scale(MDS) , these techniques have helped improve
enormously the precision of psychological scaling. MDS techniques are now finding
increasing applications in a variety of marketing research situations. We shall deal with
MDS techniques in some more detail in the section on specialized techniques of
marketing Research.
SAMPLING :
In many marketing research projects , making a senses study of the entire

universe will be impossible on account of limitations of time and money. Hence ,
sampling becomes inevitable.
33
Sampling is used to collect primary data when the sources of dada are far too many to be
exhaustively handled. Sampling is an integral part of the data collection process. In view
of the importance of sampling of the data collection process , we shall be discussing the
subject at length. Obviously , a sample is only a portion of the universe or population.
The success of sampling depends on the extent to which the characteristics of the sample
truly represent those of the universe.
According to Yule , a famous statistician , the object of sampling is to get

maximum information about the parent population with minimum effort. Often , people
who are not familiar with the scientific basic of sampling have an impression that data
collected through sampling is less reliable than data generated by exhaustively covering
the entire population. The impression is erroneous. Properly done, sampling produces
representative data on the entire population.
Advantages of Sampling :
Sampling saves cost and time. It enable collection of information that is ‘OK’ for
the given purpose at lesser cost and time. It enable better supervision of the information
gathering task and better representation of the data. It also ensure the required degree of
precision.
Terms Commonly Used in Sampling :
Before we go into further details relating to sampling , it is essential for us to
understand certain terms that are commonly used in relation to statistical sampling.
Population or universe. In sampling and market research , the term ‘population’

or ‘universe’ means the aggregate of all elements that are relevant to the scope of the
problem under study. All of them possess the characteristics under investigation. As
such , all of them are sources of relevant data as far as the researcher is concerned. The
population is always specific to the study on hand and the characteristics under
investigation. For example, if a study is undertaken to find out the fertilizer buying habits
of small farmers owning less than half an hectare of land, in the district of Meerut , all
farmers in the district of Meerut owning less than half an hectare of land will be the
population for the study.
34
When researcher defines the characteristics under investigation, automatically , it
delimits the population. Population need not necessarily mean living persons , it may
denote non-living objects like companies , house and events. ‘population’ is also referred
as to ‘universes’.
Sample. Sample is a part of the population or universe.
Parameter. It is a value or a statement that explains a true characteristic of an

entire population. It is the value that would be obtained if the entire population were
covered in the measurement. In the example , cited above , of small farmers , suppose the
entire population was surveyed and it was found that the quantity of fertilizers purchased
by them fell in the range of 2 to 6 bags of fertilizer per year , the statement that small
farmers in Meerut bought fertilizers in range of 2 to 6 bags per annum , is a parameter.
Statistic. It is a value of a characteristic obtained from a sample of the population.

It merely provides an estimate of what would be the population’s parameter with regard
to the specified characteristic. Normally , the statistic will vary somewhat for the
parameter , due to errors associated with sampling.
Suppose in the above cited example , a 10 present sample of farmers was surveyed
and it was found that the quantity of the fertilizers purchased by them fell in the range
of 3 to 5 bags , then this value would be a statistic.
Precision. It is the degree of closeness between statistic and parameter. Precision is

the direct outcome of the two quantities of a sample : 1) its representative ness , and 2)
its stability. Representative ness denotes to what extent the sample is close to the
population. The sampling method is supposed to ensure that the sample is fairly accurate
cross section of the population. Stability of the sample is related to sample size
operation of the population included. Representative ness and stability of a sample
together decide the precision of the sampling.
35
Confidence limits. If a researcher wants to be 100 percent confident of the results
, he will have to survey the entire population since results from a sample can not ensure
100 per sent confidence.
Some degree of error is bound to be there in sampling. Some deviation from the
population parameter is also probable. One has to find out how accurate the sample
finding is. One takes the question- what are the confidence limit ? this has to be
expressed in term of : (a) a margin of sampling error- the confidence interval , and (b) the
probability of a parameter lying within that range of error - the confidence level.
Developing the sample Design :
The following are the basic components of a sample design :
● choosing the sample unit ( who are to be surveyed)
● choosing the sample size ( how many to be surveyed)
● choosing the sample procedure ( how to ensure that those who are to be interrogated
are included in the sample.
● choosing the media (how to reach respondents in the sample – through interview ,
personal interview , or telephone interview.
36
Sampling Method :
Different methods can be employed to select the sample unites. These method
termed as sampling methods , fall under two broad categories :
Probability / Random Sampling :
In probability sampling methods , the sample unites are selected at random. ‘At
random’ should not be understood as haphazard or arbitrary selection. Experience has
shown that when sample are close in an arbitrary manner , they are baised deliberately ;
but often they are unware that they are baised. Random sampling follows a precisely
specified system where there is no scope for any baised section of sample units.
Randomness ensure that the selection of unites take place by sheer chance. It means that
every member of the population has equal chance of being selected
Non-probability /non-Random sampling:
In non-probability sampling methods , sample unites are selected in a non-random
manner. The selection may be opportunistic or purposive; it may be based on
convenience or the judgment of the researchers; the choice is deliberate , not random.
As a general observation , it can be stated that probability sampling methods are more
scientific and capable of yielding more representative samples than non-probability
sampling methods. They are more scientific because in their case , the sample error can be
estimated mathematically. However , non-probability methods too are used extensively
despite the fact that they lack the precision of probability sampling.
Different Methods of Probability sampling :

There are many methods of probability sampling. The commonly used methods
are as follows :
● Stratified sampling
● Area sampling
37
Individual Questionnaires
(1). Name Of The Person: -
(2). Address: -
(3). Contact No.: -
(4). Occupation: -
(i). Govt. Employ: -
(ii). Retired Govt. Employ: -
(iii). From Private Sector: -
(iv). Self-Employed: -
(v). Others: -
(5). Income Potential
(i). 50k and above p.a.
(ii). 100 k and above p.a.
(iii). 200 k and above p.a.
(iv). Below 50 k p.a.
(6). Do you use any Telephone service?
38
YES / NO.
If “YES” go to (7), if “NO” go to (6A).
(6A). Can you kindly tell me what are the basic reasons for not using phone?
(i). …………………………
(ii). ………………………...
(iii). ………………………..
(7). Which Phone do you use?
(i). AIRTEL
(ii). BSNL
(iii). Reliance
If the answer is (i). go to 8 and If others go to (7A).
(7A). Can you kindly tell me what are the basic reasons for not using our
product /service?
(i). …………………………
(ii). ………………………...
(iii). ………………………..
(iv). ………………………..
39
(8). Please comment on following competitive positioning of our company’s
product---
(i).
Service Facility
Very Good Good Poor Very Poor

AIRTEL
RELIANCE
BSNL
(ii). Network Coverage
AIRTEL
RELIANCE
BSNL
40
(iii).
Brand Equity
AIRTEL
REIANCEL
BSNL
(iv). Cost
AIRTEL Very Good Good Poor Very Poor
REIANCEL
BSNL
(9). Please suggest

to improve our service --
(i). ………………………….
(ii). ………………………….
(iii). ………………………….
41
Corporate Questionnaires
(1). Name Of The Organization: -
(2). Address: -
(3). Contact Person: -
(4). Phone No./ Mobile No.: -
(5). E- mail Address: -
(6). Do you use AIRTEL for your business purpose?
YES / NO.
(6A). Can you kindly tell me what are the basic reasons for not using our
product /service?
(i). …………………………
(ii). ………………………...
(iii). ………………………..
(iv). ………………………..
(6B). Can you suggest some points by which we can upgrade our acceptability?
(i). ………………………….
(ii). ………………………….
(iii). ………………………….
(iv). ………………………….
(7). Have you any point of time used the services of Reliance/ BSNL?
YES/ NO.
42
(7A). What are the elements you feel, we should avoid to give better service?
(i). …………………………
(ii). …………………………
(iii). …………………………
(8). Please comment on following competitive positioning of our company’s

product---
(i).
Product Category
AIRTEL
RELIANCE
BSNL
(ii). Network Coverage

AIRTEL
RELIANCE
BSNL
43
(iii). Brand Equity
AIRTEL
REIANCEL
BSNL
(iv). Cost
AIRTEL
REIANCEL
BSNL
(9). Please suggest
to improve our Very Good Good Poor Very Poor
service --
(i).
………………………….
(ii). ………………………….
(iii). ………………………….
44
ANALYSIS
INTRODUCTION :-
Whether it is a product or service, unless it satisfies customer needs, it is unlikely

to succeed in today’s competitive market place. Most companies believe that only quality
goods and services can satisfy the customer . This realization has led to almost all
companies putting in quality control systems and procedures . The “80s, was the decade
of quality, but if any one want to survive in the market place in the decade of “90s,
customer satisfaction is the buzzword. As competition host up, strategies that focused on
quality will evolve into strategies designed to satisfy the customer. Organizations are
realizing that key to long term sustainable profitability is to have a loyal customer – one
who would recommend the manufacturers products and services to others and who would
consume more of the manufacturers’ products and services .This will happen only when
the customer experience the value system. The only way an organization can offer value
to customers is by identifying and meeting customer needs and expectations, and
designing the products according to customer requirements. In the following section we
are discussing the various result of the customer satisfaction.
WHAT DO CUSTOMERS’ PURCHASING REACTION ?
CUSTOMER IS
SATISFIED WITH
THE
SERVICE OFFERED
45
----------------------------------------------------------------------------------------
CUSTOMERS’ EXPERIENCE VALUE
Customer is the king especially in the Service Industry. ! Alas this still remains a
slogan of the Indian industry. Many companies sill now ignoring the consumers’
attitude towards their products in Indian. Indeed understanding consumer attitude towards
their services is in a state of infancy level in India. Conceptually, the objective of the
companies is not so much to satisfy but to satisfies [ Simon 1959] consumer needs by
standardizing product to ensure commercial viability. The essence of Simon’s argument
is that consumers do not attempt to optimize their level of satisfaction but settle for
products and services which generally meet with their requirements within a
range.AIRTEL has launched certain promotional schemes for their customers as well
as for their DSA also.For example it has tried to penetrate the market by introducing
AIRTEL with different offers. For example AIRTEL offered to the customers,
purchase a mobile sat and get a land line connection free.
46
We are living in a turbulent environment . All constituents of the environments VIZ.
competitive, regulatory , technological , and social are changing rapidly influencing
consumers’ attitude directly and indirectly. The net result is that consumers’ needs are
ever changing significantly , making the consumer feel dissatisfied with the existing
services.
Companies which sincerely try to meet consumers’ needs have a greater

challenge on hand. This is not only because they have to try to satisfy or at least satisfies
the consumer in an increasingly competitive world , but more importantly they have to
constantly change the intrinsic and extrinsic features of their products. Dynamism in
consumer needs may lead to fall in demand over a period of time even for service
whose feature match with what is required. by consumers today.
Therefore knowing consumers’ attitude towards the service is the key

perspective of a successful firm because consumers dissatisfaction opens up plenty of
opportunities to the organization like :
● to modify existing service range disregarding their size of operation.

● to introduce totally new services.
● to learn from the experiences of the competitors.
But what is consumers’ attitude ? and to what extent it is relevant to our

discussion in company’s perspective ?
What is consumers’ attitude ?
As consumers, each of us has a vast number of attitude towards product,

services, advertisements direct mail and retailers . whatever we asked weather we like or
dislike the specific products , an appreciation of prevailing attitudes his considerable
merits.
47
Attitudes are an expression of the inner felling that reflect whether a person is
favorably or unfavorably predisposed to some object[ e.g. a brand , a service or a retail
establishment] . Because they are an outcome of psychological process, attitudes are not
directly observable but must be inferred from what people say or what they do . it can be
revealed by asking question , by observing physical reactions which has been expressed
in one’s behavior .
This illustration suggest that whole universe of consumer behaviors -

consistency of purchases , recommendation to others , top ranking beliefs , evaluations
and intentions are all related attitude . in a customer behavior context an attitude is a
learned predisposition to behave in a consistently favorable or unfavorable way with
respect to a given object .
The word “object” in our consumer- oriented definition of attitude should be

interpreted broadly to include specific consumption or marketing related concepts
such as service , service category , brand , possessions , service use , causes and issues ,
people , advertisement , price , medium or retailer.
There is a general agreement that attitude s are learned . this means that
attitude relevant to purchase behavior are formed as a result of direct experience
with the product , information acquired from others or exposure to mass media
advertising and various forms of direct marketing . it is important to remember that
while attitudes may result from behavior , they are not synonymous with behavior –
instead , they reflect either a favorable or an unfavorable evaluation of the attitude
object . as learned predisposition , attitudes have a motivational quality , i.e. they might
propel consumer towards a particular behavior or repel the consumers away from a
particular behavior .
48
Key characteristics of the attitude is that are relatively consistent with the
behavior they reflect . however , despite their consistency , attitudes are not
necessarily permanent , they do change .
It is not immediately evident from the given definition that attitudes occur
within and are affected by the situation .By situation we man events or circumstances
that a particular point in time , influence the relationship between an attitude and
behavior . a specific situation can cause customers to behave in ways seemingly
inconsistent with their attitude . indeed, individuals can have a variety of attitudes
towards a particular behavior , each corresponding to a particular situations . Therefore
it is important.
To understand how customer behavior very from situation to situation . when

attitude is measured , it is important to understand the situation in which the takes
place .
To measure the complex consumer behavior, we have prepare a set of

questionnaires for corporate segment and individual segment and for different income
groups [H.I.G, M.I.G, L.I.G.] – their consumption pattern & also influential factors . we
have selected two Martin Fishbein models (1) the attitude towards -object model
and (2) the attitude towards-behavior model to examine attitude in terms of
selected service attributes .
1). The Attitude-toward object Model :
This model is especially suitable for measuring attitudes towards a service

category on specific brands . Consumers generally have favorable attitude toward
those brands or service category they believe have an adequate level of attributes
which they evaluate positive and unfavorable attitude toward those brand and service
categories they fell do have adequate level of desired or have to many negative
attribute .
49
The Fishbein attitude towards object model is usually depicted in the form of
following equation:-
n
Attitude 0 = bi ei
Where Attitude 0 is a separately assessed overall measure of affect for or

against the attitude object ; bi is the strength of the belief that the attitude object
contains the i- th attribute ; ei is the evaluative dimension with the i-
The attribute ; and indicates that there are n salient attributes over which bi
and ei combinations are summated .
2) The Attitude towards- Behavior model:-
The focus of Fishbein’s attitude toward behavior model is the individual’s

attitude towards behaving or acting with respect to an object ( i.e. a measure of
overall favorability towards the purchase ) , rather than the attitude toward the object
itself. This model has been depicted by the following equation :-
Attitude ( beh ) = bjej
50
Where ATTITUDE (beh) is a separately assessed overall measure of affected
for or against carrying out a specific action or behavior, bi is the strength of the
belief that an j-th specific action will ; leads to a specific outcomes ; ej is an
evaluation of the j-th outcome and ‘ indicates that there are “n” salient outcomes over
which the b and e combination are summated .
We measure the attitude towards the AIRTEL’s products in comparison

with the competitors’ brand so that we will able to compensate our faults in
respect of quality , product type , marketing strategy [ distribution system and sales
promotion activities ] .
ATTITUDE FORMATION OF INDIVIDUAL CONSUMERS:-

we speak of the formation of attitude , we refer to the shift from having no
attitude towards it. The formation of consumer attitude is strongly influenced by : (a)
personal experience , (b) the influence of the family and friends (c) mass media ,
and (d) direct marketing .
(a) Personal experience :- The primary mean by which attitudes towards goods and
services and formed is through the consumers direct experience in trying and
evaluation them . recognizing the importance of direct experiences , marketers
frequently attempt to stimulate trail of new services by offering cent-off coupons and
even free accessories .In the case of AIRTEL, the customer might be continue to use
AIRTEL only in case they get experienced certain level of satisfaction after
consuming the service.
(b) Influences of family and friends :- As we come into contacts with others ,
especially family , close friends and admired individuals , we form attitude that
influence our purchase decisions . Four basic functions provided by that family are
particularly relevant to information of the consumer attitude . (i).Economic well being.
(ii). Emotional support , (iii). Suitable family life style and (iv). Socialization of the
family member . In this regard , Emotional support , Family lifestyle play the
important role to form consumer attitude to particular object ; others two factor is not
so relevant to Indian context .
51
(i). Emotional support :- The provision of emotional nourishment [ including love,
affection , intimacy] to its members is an important basic function of the contemporary
family . In fulfilling this functions, the family provide support and encouragement
and assists member in coping with decision making and personal or social problem .
Therefore, in purchasing decision making process family plays the important function
.
(ii). Suitable family life style :- The family lifestyle is an hereditary factors and
dependent much on the family’s economic viability and this makes important criteria
for purchasing – decision-making process.
(c) Exposure to mass Media :- Consumers are constantly exposed to new ideas
services , options and advertisement through newspaper , variety of special interest
magazines and television channels . These mass media communication provide an
important source of information that influences the information of consumer attitudes
.
(D) Direct Marketing :- Marketers very carefully target the customs on the basis of
their demographic , or geo –demographic profiles with highly personalized service
offerings and messages that show they understand their special needs and desires .
52
ATTITUDE FORMATION OF CORPORATE CONSUMERS:-
The formation of corporate consumer attitude is strongly influenced by :
(a) past experience , (b) group decision (c) mass media , and (d) direct marketing
(a) past experience :- The primary mean by which attitudes towards goods and
services and formed is through the corporate consumers past experience in trying and
evaluation them . Recognizing the importance of past experiences , marketers frequently
attempt to stimulate trail of new services by new features , discount and even free
accessories .In the case of AIRTEL, the corporate customer might be continue to use
AIRTEL only in case they get experienced certain level of satisfaction after
consuming the service.
(b) Group decision: - In corporate sector no one can take any purchase decision. The
authorized person of every department and top management of a company makes a group
and this group has taken the purchase decision. So the sales executive of AIRTEL try to
influence the every person of that group effectively that’s why they successfully grab the
corporate market.
(c) Mass media: - Corporate consumers are constantly exposed to new ideas services,
options and advertisement through business journal, newspaper, internet, variety of special
interest magazines and television channels. These mass media communication provide
an important source of information that influences the information of consumer attitudes.
(d) Direct marketing: - Direct marketing is strongly influenced the corporate consumer
attitude. Marketers very carefully target the corporate customs on the basis of their
structure, business policy, area of business, or geo –demographic profiles with highly
personalized service offerings and messages that show they understand their special needs
and desires.
53
ATTITUDE CHANGE
Altering consumer attitude is a key strategy consideration for most marketers .
For marketers who are fortunate enough to be market leaders and to enjoy a
significant amount of goodwill and customer loyalty , the over riding goal is to fortify
the existing attitudes of the customers . so that they will not succumb to competitors
special offers and other enticements designed to win them over . For instance, in
many product category(s) most competitors take aim at the market leaders when
developing their marketing strategies . their objective is to change the attitude change
strategies following are for them .
1. Change the basic motivational factors :-According to functional approach attitude

can be classified in terms of four function :
i. The utilitarian function :- We hold certain brand attitudes because of a brand’s

utility .
ii. The ego- Defensive Function :- Most people want to protect their self images from
inner felling of the doubt .
iii. The Value – Expressive function :- Attitudes are an expression or reflection of

the consumers’ general values , lifestyle and outlook.
iv. The Knowledge Function :- The consumer’s needs to know , a cognitive need , is
important to marketer’s concerned with service positioning .
2. Associating the services with a special group, event or case :- Attitude are
related at least in part to certain groups or social events . it is possible to alter
attitudes towards service by pointing out their relationship to particular social groups,
events or causes .
3. Resolving Two conflicting Attitude :-Attitude change strategies can also be designed to
take advantage of actual or potential conflict between attitudes. Specifically , if consumers
can be made to see that their attitude towards a service is in conflict with another
attitude , they may be induced to change their evaluation of the service.
54
4. Changing Belief About Consumers’ Brand :- Attitude change strategy involves changing
consumer belief about the attributes of competitive service categories .
5. Altering Components Of the Multi-attitude models :-Using popular Fishbein’s

attitude towards object model and attitude toward behavior model , we will consider
the following strategies for bringing about attitude change .
i. Changing the relative evaluation of attributes:- The market for many service
categories are structured so that different consumers segments are attracted to
brands that offer different features and beliefs . In general , when a service category
is naturally divided according to distinct service features or belief that appeal to a
particular segment of consumers , marketers usually have an opportunity to persuade
consumers to cross over i.e . to persuade consumers who prefer one version of
service to shift their favorable attitude towards another version of the service and
vice versa.
ii. Changing brand-Beliefs:- The second cognitive oriented strategy for changing
attitudes concentrates on changing belief or perception about the brand itself .
this is by far the most common from of advertising appeal . Advertiser constantly
reminding us that their product are more , is better , best terms of some service
attributes .
iii. Adding an Attributes :- This can be accomplished by adding an attribute that

previously has been ignored or one that represents an improvement or
technological innovation .
iv. Changing overall service rating:- Another cognitive oriented strategy consists of
attempting to alter consumer’s overall assessment of the service directly without
attempting to improve or change their evaluation of any single service attributes .
55
DEFINING CUSTOMER EXPECTATIONS:
Through there are many different methods defining customer expectation .

we had like to suggest one that we have found to be the most effective . In this
the process of listening ‘your’ customer and the process of defining the customers’
expectation is a four step process.
● Identify those 20% ( of customer ) who generate 80% of the organization’s

bread & better business . put together a comprehensive list of those who have
moved to competition in the past year . also break up the different buyer groups
into separate feedback segment . the perspective of each are essential understanding
customer expectation in totality.
● Identify the executives who will visit the same customer [trade ] ( and in
some cases end users) for a long period ; the executive , who deal the customer for
along period, should ideally be change; because people are often hesitant to give free
and frank feedback to people with whom they enjoy a good relationship.
● Set up appointment with the customer [trade] and make himself very
punctual- observe them very keenly, try to listen their words and try to make the
atmosphere very easy and congenial so that actual facts [ their needs and wants] can
be revealed very easily. Encourage customers[ trade & end users both ] to express
what they expect from the organization and from the industry as a whole 7 make
suitable comparison among the service offered by the organization and its nearest
competitors .
● Carry out an affinity of the most respective themes in these customer

discussions to arrive at the top expectation dimensions.
56
Impact of pricing:
One of the most fundamental aspect in this project is known as the Pricing .
Now let’s analyze this term. To a Manufacturer price represents quantity of money
received by the firm or seller. To a customer, it represents sacrifice and hence his
perception of the value of the product. Conceptually it is:
Quantity of money received by seller.

PRICE = --------------------------------------------------------------
Quantity of goods and services received by the buyer.
Now if we analyze the service market we will find that, higher quality of service at
lower price is very effective. For example general people can get AIRTEL at Rs 1000 only
and Rs 800 will be attached with their next month bill and monthly rental started from Rs
240. But in case of Reliance & BSNL the cost is Rs 2500 & Rs 3000. The selective
corporate persons can get AIRTEL absolutely free. They have to pay only Rs 800 in their
next month bill. So definitely AIRTEL is very cost effective than other tele services
and every segment of people can afford it.
∗
57
Findings
Findings Data From Corporate Sector
I am finding the data from corporate questionnaire with the help of random sampling.
According to the corporate persons, in the area of service facility of AIRTEL is the
leading company than the other tele services company. 37% corporate people think that
AIRTEL give better service facility than BSNL and Reliance. Whereas 35% and 28%
corporate support in favors of BSNL and Reliance respectively. The graphical
representation of this is given below:
Service Facility Of Corporate Sector
90
80
70
60
Paremeter
50
40
30
20 37 35
28
10
0
TATA INDICOM BSNL RELIANCE
Name Of The Company
58
Network Coverage According To The Corporate Sector
After analyzing the data about the network coverage I am findings ,corporate persons
think that BSNL’s network coverage is maximum than theAIRTEL and Reliance. BSNL’s
network coverage is hold 39% whereas AIRTEL holds 29% and Reliance hold 32%.
Network Coverage According To The Corporate Sector
32% 29%
RELIANCE TATA INDICOM
1
BSNL 2
3
39%
59
Brand Equity
BSNL is the first tele services provider in India. It is a very old company. Maximum
people in India uses its service from the long time that’s why BSNL take a permanent
place in the human mind. The image of BSNL according to the corporate level is too high
(35%). Reliance take the second position (33%) and AIRTEL takes 32%. The competition
between AIRTEL and Reliance is too high.
Brand Equity
90%
80%
70%
60%
Paremeters
TATA INDICOM
50% BSNL
RELIANCE
40%
30%
20%
35% 33%
32%
10%
0%
Name Of The Company
60
Cost
When I analyze the cost on the corporate persons I find that the maximum people (40%)
appreciate the cost of AIRTEL. On the other hand 31% people told me about BSNL is the
cheaper and 29% people are with Reliance.
Cost
29%
40% TATA INDICOM
BSNL
RELIANCE
31%
61
Findings Data From Individual Users
Service Facility
Analyze the data from the individual users about service facility, I find that AIRTEL
leading than the others tele services company. AIRTEL hold 35% support of the people.
Reliance and BSNL hold 34% and 31% respectively.
Service Facility
34% 35%
TATA INDICOM
BSNL
RELIANCE
31%
62
Network Coverage According To The Individual Users
In the area of network coverage BSNL still now leading than the others. 42% of users
support the network coverage of BSNL. AIRTEL and Reliance hold 23% and 35%
respectively.
Network Coverage
90%
80%
70%
60%
Paremeters
TATA INDICOM
50% BSNL
RELIANCE
40%
30%
20% 42%
35%
23%
10%
0%
Name Of The Company
63
Brand Equity
After analyzing the data about the network coverage I am findings, individual persons
think that BSNL’s brand equity is maximum than the AIRTEL and Reliance. BSNL hold
41% whereas AIRTEL holds 25% and Reliance hold 34%.
90%
80%
70%
60%
TATA INDICOM
50%
BSNL
RELIANCE
40%
30%
41%
20%
34%
25%
10%
0%
TATA BSNL RELIANCE
INDICOM
64
Cost
Analyze the data from the individual users about the cost effectiveness, I find that
AIRTEL leading than the others tele services company. AIRTEL hold 39% support of the
people. Reliance and BSNL hold 25% and 36% respectively.
Cost
25%
39%
TATA INDICOM
BSNL
RELIANCE
36%
65
CONCLUSION
Project is a research work. After doing a project or AIRTEL we have find out its
advantage and disadvantage. In the MBA course we learn how to develop the business,
how to overcome the problem.
AIRTEL is a new tele service company in India. It has so many attractive scheme,
that so much cheep than the other tele services. AIRTEL gives so many advertisement for
the promotion of its services.
In the tele service industry some features are closely related with this services like
the receiver and its facility available, network, affordability, etc. I think which teleservice
provide maximum facility that company will take the market.
Here we work on the land phone and the mobile phone also. There are three
company who are provide the both line. Those are BSNL , Reliance and AIRTEL. BSNL
is still the market leader.
In the tele services industry there are lot of competition. So at a first line to get so
much success is not possible. But here AIRTEL has a brand image of TATA, so people
must be thinking about it, many of new telephone customers are using AIRTEL and they
are satisfy. Corporate persons are getting the land phone absolutely free. So many of them
taking this offer.
Every day there are so many new customer bourn for tele services because our
life become so much first so tele service is the back born of communication. That’s why
there are lot of scope for this industry and AIRTEL is working very good, their services
are also attractive. If AIRTEL maintain their activity and communicate their customer
properly, I think AIRTEL will be market leader in tele communication industry.
66
RECOMMENDATION
The main aim of my project is to increase the company’s business more. After
collecting the data and analysis of that data, I think there are some subjects, which are very
essentials for AIRTEL to run their business more smoothly.
Except the traditional P’s of marketing mix there are three additional P’s in service
marketing. These are People, Physical evidence, Process.
(1) People: Because most services are provided by people, so the selection,
training, and motivation of employees can make huge difference in customer
satisfaction. Ideally employees should exhibit competence a caring attitude,
responsiveness, initiative, problem solving ability and goodwill.
AIRTEL is a service industry. Services are also highly people intensive
unlike physical products which are material intensive, while in case of physical
product which are material intensive, while in case of physical products, a bad
product can be taken back or replaced a bad service cannot be taken or replaced.
So it has to be performed right the first time and every time, this means that
people matter a great deal in service business. So while catering to the service
markets an organization need to invest its time and money in human elements
appropriately, to enhance service quality and customer satisfaction.
(2) Physical evidence: Often in a service, situation the customer is present while
the service is actually produced, because of this, the surroundings in which the
customer is actually served becomes important in a service situation. The
surroundings constitute the physical evidence of the service.
(3) Process: The arrangement through which the customer actually receives
delivery of the service constitutes the process.
67
There are some important subjects, which have to understand a company. Such as delivery
system.
(1) The company has to be understand the expectation of the customer.
(2) The company has to be understand the expectation of the customer and
development of customer-driven service design and standards.
(3) The company should understand the development of customer-driven service
standards and actual service performance by company employees.
(4) The company should understand the actual service delivery and service
provider’s external communications.
Some philosophy of a service industry to spur on his people and organization is as
follows:
(1) Realize that customer service is the key.
(2) Design for comfort and convenience.
(3) Provide one-stop shopping.
(4) Customize.
(5) Invert the organizational chart so that the customer is on the top management is
at the bottom.
(6) Empower the sales staff.
(7) Provide servant leadership- Wal-Mart’s managers are servant to the needs of
their employees and customers.
(8) Recognize that the customer is always right.
68
At the end of the project I think there have some points, which is very important for a
company to improve their business more. I think if a company is look that points carefully
then the company must be run his business very smoothly. These points are as follows:
(1) Brand Image: In this case AIRTEL get a advantage that is they using the
brand of TATA when it is know by every one. AIRTEL is very recently come
in the market. So I recommend that if AIRTEL want to grab the market,
company would be using the brand image of TATA. Because the brand image
of TATA is so much glory.
(2) Advertisement: Advertisement is the main key to entry in the consumers’

mind of a particular product and service. While designing the advertisement of
service industry it should be in mind that the advertisement must be attractive
and benefited than other tele services.
(3) Distribution: AIRTEL distribution channel stands on direct sales authority

(DSA). The growth of AIRTEL depends on DSA. Company should be take
proper care.
(4) Competition: In the tele service sector there are some giant competitors. Still
now BSNL is the market leader. If the AIRTEL want good result in the
competition, AIRTEL must be properly look after in the overall company
strategic formulation and implementation, which will help the AIRTEL to win
the competition.
(5) Service modification: The key elements of making potential consumer is

continuous modification of services as customer feed-back like discount on
bill, reduce call charge, free sms, more variety of hand set, etc.
69
(6) Pricing: This is the main factor which is effect to the customer directly.
Pricing should be very clear that mean no hidden cost attach ed in service and
if the customer get the AIRTEL service at a lower rate than other tele services
that will be known to the consumer. Pricing should be affordable for the
consumer.
(7) Customer relationship: Making a good relationship with customer is the key
factor in service industry. Every complain of customer should be carefully
taken. Direct interaction should be done on a regular basis.
(8) Potential of a sales person: Sales persons are the main pillars of any growing
industry. So while recruiting a sales person it should be taken care. The
concerned person has the following skill:
(i) Good communication skill.
(ii) Proper Education
(iii) Self motivated
(iv) Dynamic customer handling ability.
70
BIBLIOGRAPHY
1. www.tataindicom.com
2. The Hindustan Times – Brunch.
3. The Telegraph – Graphiti.
4. The Times Of India.
5. Business World.
6. India Today.
7. The Economics Times.
8. Principles Of Marketing – Philip Kotler & Gary Armstrong.
9. Prasanna Chandra -“Projects, Planning, Analysis, Selection,

Implementation & Review”- Tata Mcgraw Hill.
∗
71

Airtel

Загружено:

Сведения о документе

Исходное описание:

Оригинальное название

Авторское право

Доступные форматы

Поделиться этим документом

Поделиться или встроить документ

Параметры публикации

Этот документ был вам полезен?

Это неприемлемый материал?

Авторское право:

Доступные форматы

Airtel

Загружено:

Авторское право:

Доступные форматы

PROJECT REPORT

ROLL NO. 520610716

Sikkim Manipal University

University center address and code No:

Title Of Project Report

“To analyze the consumer behavior of AIRTEL”

A project report submitted in partial fulfillment of the requirements for

Master Of Business Administration

Sikkim Manipal University

I here by declare that the project report entitled

“To analyze the consumer behaviors of AIRTEL”

Submitted in partial fulfillment of the requirements for the degree of

Masters of Business Administration

To Sikkim Manipal University, India, is my original work and not

Place: Kolkata ARINDAM BARIK

Date: Reg. No. 520610716

The project report of

“To analyze the consumer behavior of AIRTEL”

Is approved and is acceptable in quality and from

Internal Examiner External Examiner

This is certified that the project report entitled

“To analyze the consumer behavior of AIRTEL”

Submitted in partial fulfillment of the requirements for the degree of

Masters of Business Administration of

Reg. No. 520610716 Certified

Mr. Mrinal Kanti Chakraborty

♦ I would like to thank to our coordinator Ms. Sanyogita Basu

Company Profile 11-14

Project Objective 15-26

Methodology Adopted 27-44

Project is nothing but a temporary endeavor. Project is nothing but a synchronized

SUR Enterprise is a DSA of AIRTEL, so I get a chance to doing a project on marketing

National SMS service launched across the six circles

AIRTEL launches roaming services across 5 circles.

QUALCOMM and Tata Teleservices Announce Plans to Offer Wireless

Tata Teleservices launches AIRTEL Prepay Service on Smart Wireless Service in

(ii) To Provide world class telecom infrastructure to develop country's economy.

As a CellOne subscriber you will enjoy benefits like:

world.This is available to all our post-paid customers.

Company in business: 11 years.

Chairman & Managing Director: Mr. S. N. Nath, BE (Mech), MBA

M/S. Automation & Networks of ABB Group

Office Set up In India

Total Staff Strength: 2815 (Including Superiors)

Managing Director Executive Director

Director Finance Manager Manager Manager Senior Tele sales

Territory Manager 1 Territory manager 2

Sales Officer Sales Officer

Executive- Collection Document Document

Tele Sales Supervisor 1

3. Director In Finance:- This post is very important in the view of company.

10. Executive in Collection :- He work under the Executive in Management Information

Corporate Perception Analysis

Factors influencing the Perpetual Process

♣ The characteristics of the Perceiver.

♣ The characteristics of the Perceived.

♣ The characteristics of the Situation.

Characteristics of the perceiver

Characteristics of the perceived

The scheme for individual persons: ––––

Personal Differentiation. Companies can gain a strong competitive advantage

Selecting the Right Competitive Advantages