Final File1

A COMPARATIVE STUDY OF BRAND PRAMOTION STRATEGIES OF AIRTEL, RELIANCE & B.S.N.L.
PIONEER INSTITUTE OF PROFESSIONAL STUDIES
INDORE (M.P.) 452001
RESEARCH PAPER
ON
A COMPARATIVE STUDY OF BRAND PRAMOTION

STRATEGIES OF AIRTEL, RELIANCE & B.S.N.L.
SUBMITTED TO SUBMITTED BY
PROF. NIHIT JAISWAL DUSHYANT KANGO

(M.B.A. IIInd Sem.)
PIONEER INSTITUTE OF PROFESSIONAL STUDIES, (INDORE) Page 1

CONTENTS
1) INTRODUCTION:
 CONCEPTUAL FRAMEWORK
 DEFINING VARIABLES
 HISTORY/ BACKGROUND

 LITERATURE REVIEW
 RATIONALE
 OBJECTIVE
2) RESEARCH METHODOLOGY:
 SAMPLE DESIGN
 RESEARCH DESIGN
 TOOLS FOR DATA COLLECTION
 TOOLS FOR DATA ANALYSIS
3) RESULT AND DISCUSSION:

 MAJOR RESULT
 TABLES/CHARTS
 DISCUSSION
4) CONCLUSION:
 CONCLUSION
 IMPLICATION
 SUGGESTIONS
 SCOPE FOR FUTURE WORK
5) REFERENCE:
 BIBLIOGRAPHY
 REFERENCES
 WEBLIOGRAPHY

6) ANNEXURES:
 QUESTIONNAIRE
 RESULT OF FACTOR ANALYSIS

 TABULATION OF DATA
Abstract
The benefit of sales promotions is that they induce choice. However, this benefit may be offset
by undermining preference for the brand when it is no longer promoted. Despite the fact that
sales promotions have long been employed in marketing practice and researched academically, a
clear understanding of the impact of sales promotion on post-promotion brand preference
continues to evade brand managers and marketing scholars alike. This manuscript attempts to
provide insight on the effects of sales promotions on brand preference by integrating results from
51 studies on the subject. Our meta-analysis suggests that, on average, sales promotions do not
affect post-promotion brand preference. However, depending upon characteristic of the sales
promotion and the promoted product, promotions can either increase or decrease preference for a
brand. The empirical results provide insights for crafting promotion strategy and for
understanding the process by which promotions influence brand preferences

CONCEPTUAL FRAMEWORK:
BRAND
A brand is the set of values, ideals, strengths and weaknesses that become tied
to your business" A brand carries with it the power to inspire and influence your
customers; it creates a set of subconscious associations in their minds and sets you
apart from the herd”. A brand is a product, service, or concept that is publicly
distinguished from other products, services, or concepts so that it can be easily
communicated and usually marketed. a brand name is the name of the distinctive
product, service, or concept. Branding is the process of creating and disseminating the
brand name. Branding can be applied to the entire corporate identity as well as to
individual product and service names.
PROMOTION
Promotion is an important marketing force the provides an extra incentive

(usually short term in nature) for consumers, the trade. The sales force and other
influential groups.

STRATEGY
Strategy is alternative chosen to make happen a desired future, such as

achievement of a goal or solution to a problem. Art and science of planning and
marshalling resources for their most efficient and effective use. The term is derived from
the Greek word for generalship or leading an army.
BRAND PROMOTION STRATEGIES
• Promotion by product attributes and benefits.

• Promotion by Price/ Quality.
• Promotion by use or application.
• Promotion by product class.
• Promotion by product user.
• Promotion by competitors.
• Promotion by cultural symbols.
COMPANY PROFILE OF BSNL
Bharat Sanchar Nigam Ltd. formed in October, 2000, is World's 7th largest
Telecommunications Company providing comprehensive range of telecom services in
India: Wire line, CDMA mobile, GSM Mobile, Internet, Broadband, Carrier service,
MPLS-VPN, VSAT, VoIP services, IN Services etc. Presently it is one of the largest &
leading public sector units in India. BSNL has installed Quality Telecom Network in the
country and now focusing on improving it, expanding the network, introducing new
telecom services with ICT applications in villages and wining customer's confidence.
Today, it has about 47.3 million line basic telephone capacity, 4 million WLL capacity,
48.11 Million GSM Capacity, more than 37382 fixed exchanges, 44966 BTS, 3140
Node B ( 3G BTS), 287 Satellite Stations, 480196 Rkm of OFC Cable, 63730 Rkm of
Microwave Network connecting 602 Districts, 7330 cities/towns and 5.5 Lakhs villages.
BSNL is the only service provider, making focused efforts and planned
initiatives to bridge the Rural-Urban Digital Divide ICT sector. In fact there is no telecom
operator in the country to beat its reach with its wide network giving services in every
nook & corner of country and operates across India except Delhi & Mumbai. Whether it

is inaccessible areas of Siachen glacier and North-eastern region of the country. BSNL
serves its customers with its wide bouquet of telecom services.
COMPANY PROFILE OF AIRTEL
Airtel is the biggest telecom service provider of India with 116 million customers
in 21 states. Bharti Tele-Ventures is a private sector telecommunications services
provider with an aggregate of over 117.53 million customers as of December 2009. The
company is the only operator to provide mobile services in all the 28 circles in India and
also provides telephone services and Internet access over DSL in 15 circles. The
company also has a submarine cable landing station at Chennai, which connects the
submarine cable connecting Chennai and Singapore and is part of the consortium,
which jointly owns and has developed the next generation undersea cable system SEA-
ME-WE-4. The company provides reliable end-to-end data and enterprise services to
the corporate customers by leveraging its nationwide fiber optic backbone, last mile
connectivity in fixed-line and mobile circles, VSATs, ISP and international bandwidth
access through the gateways and landing station. The Company was the first private
operator to provide mobile services in all the 23 circles in India. The Company also
provides telephone services and Internet access over DSL in 15 circles. The Company
complements its mobile, broadband & telephone services with national and international
long distance services. The Company also has a submarine cable landing station at
Chennai, which connects the submarine cable connecting Chennai and Singapore.
Bharti Enterprises has successfully focused its strategy on telecom while straddling
diverse fields of business. From the creation of 'Airtel', one of India's finest brands, to
becoming the largest manufacturer and exporter of world class telecom terminals under
its 'Beetel' brand, Bharti has created a significant position for itself in the global
telecommunications sector.
COMPANY PROFILE OF RELIANCE
Reliance Communications (formerly Reliance Communications Ventures) is one

of India's largest providers of integrated communications services. The company has
more than 100 million customers and serves individual consumers, enterprises, and
carriers, providing wireless, wireline, long distance, voice, data, and internet
communications services through a number of operating subsidiaries. The company
sells communications and digital entertainment products and services through its chain
of Reliance Web World retail outlets. The company's Reliance Infocomm subsidiary
provides wireless communications services throughout India. Reliance Communications
is part of the Reliance - Anil Dhirubhai Ambani Group. The current network expansion
undertaken by Reliance is the largest wireless network expansion undertaken by any
operator across the world.It was with this belief in mind that Reliance Communications

(formerly Reliance Infocomm) started laying 60,000 route kilometres of a pan-India fibre
optic backbone.
LITERATURE REVIEW
• The Research conducted by D. Sudharani Ravindran, Hari Sundar. G. Ram on

The Effect of Brand Promotion Strategies on consumer behavior and perception
concluded that the Brand Promotion does not influence the perception of Brand
attributes specially technological attributes.
• The Research conducted by T. Vanniarajn, P Gurunathan on the Cellular

Service Market concluded that in the competitive world of today the service
providers should understand how to enrich the customer loyalty so as to sustain
with their Brand in market. The Service providers must concentrate their effects
on improving core and value added service quality which will result in higher
customer quality. The Cellular Service provider should increase their coverage
areas, clarity of sound, variety of Top-Up and other schemas which will help in
gaining loyal customers.

• The effect of sales promotion on post-promotion

brand preference: A meta-analysis
Abstract
• The benefit of sales promotions is that they induce choice. However, this benefit may be
offset by undermining preference for the brand when it is no longer promoted. Despite
the fact that sales promotions have long been employed in marketing practice and
researched academically, a clear understanding of the impact of sales promotion on post-
promotion brand preference continues to evade brand managers and marketing scholars
alike. This manuscript attempts to provide insight on the effects of sales promotions on
brand preference by integrating results from 51 studies on the subject. Our meta-analysis
suggests that, on average, sales promotions do not affect post-promotion brand
preference. However, depending upon characteristic of the sales promotion and the
promoted product, promotions can either increase or decrease preference for a brand. The
empirical results provide insights for crafting promotion strategy and for understanding
the process by which promotions influence brand preferences..
•
LITERATURE REVIEW : Influence on Consumer

Buying behavior of Mobile Phone
Advertisers must remember that advertising messages are interpretend differently
between different genders (Maldonando, Tansuhaj & Muehling, 2003; Hogg & Garrow,
2003; Putrevu, 2001).Prevoius study have proven that females were more likely to
engagae in elaboration than men (Maldonado & Muehling, 2003). Hogg and Garrow
(2003) found that women paid more intention about the details of the characters of an ad
when asked to analyze advertising messages. They said that this may be explained by the
fact that females have a greater tendency than men to consider external information and

information related to others. Women are ‘comprehensive processors’ who try to gather
all available information about the product.
In building brand preferences, Alreck and Settle (1999) proposed six strategies:
1) Need association- the product/brand linked to need through repeated messages.
2) Mood associations- brands should be associated with good feelings through
slogans,songs.
3) Subconscious motivation-use of symbol to excite consumers’ subconscious
motives.
4) Behaviour modification-consumers are conditioned to buy the brand by
controlling cues and rewards.
5) Cognitif processing-penetrating perceptual and cognitive barriers to create
favourable attitudes towards the brand/product.
Consumer perception and its choice mobile

telecom service provider in Malaysia.
ABSTRACT
The growth rate in the Malaysian telecommunication sector had been affected
badly over the last decade by economic crisis of the late 1990's. Thereafter, it was
potential for exponential market growth attracted new players to this business,
which turns lead competition to dramatically increases. Nowadays they are trying to
attract customer by offering aggressive price promotion. As competition is
increasing among the companies, it is necessary for them to know about the
consumers' perception about the price, promotion, product and the other important
factors that are playing a vital role to choose the telecommunication service
providers. This study aims to find out what are critical factors those are playing an
important role to select the telecommunication service provider. Result provides a
comprehensive analysis of the important factors for playing an important role for
the customer to select the telecommunication service provider. The analysis
confirms the significant positive relationship of price, service quality, product
quality and availability, and promotional offer for consumer perception. These
factors are expected to have a great role during the time to choose

telecommunication service provider. In conclusion, practitioners can be deriving a

better understanding of the activities that are being played a vital role for the
consumer perception.
Customer Retention: With Special Reference to
Telecommunication Industry..
K. A. Silva
Lanka Com Services (Pvt) Limited, Colombo, Sri Lanka
S. T. W. S. Yapa
Department of Decision sciences, University of Sri Jayewardenepura,
Customer Loyalty
Customer loyalty is viewed as the strength of the relationship between an

individual’s relative attitude and repeat patronage. The relationship is seen as
mediated by social norms and situational factors. Cognitive, affective, and conative
antecedents of relative attitude are identified as contributing to loyalty, along with
motivational, perceptual, and behavioural consequences ( Dick and Basu , 1994).
In the customer centred business, survival remains to the degree that customer
satisfaction is met. Previous research studies have shows that the repurchase intent
was the main benefit of customer retention. However, some had identified multiple
benefits like repurchase intent, price tolerance, willingness to recommend etc. In
reaching retention, vendors should manage satisfaction and consequences of
Customer Loyalty (Naranyandas, 1998). Loyalty too has a pyramid effect that
suggests of having hierarchy in loyalty levels between customer and vendor.
Change in loyalty level will manifest itself in the presence of specific attitude and
behaviour (Aaker, 1991).
Customer loyalty and satisfaction are integral part of customer retention process.
Customer Retention is a primary measure of loyalty. There is a positive relationship
between changes in satisfaction and share of wallet. In particular, the initial
satisfaction level and the conditional percentage of change in satisfaction
significantly correspond to changes in share of wallet. Income and length of the
relationship negatively moderate this relationship (Cooil et al., 2007). Loyalty and
retention although positively moderate with share of wallet it is necessary to

examine the cost of maintaining the particular customer. It is not guaranteed that
every customer retention generates contribution. Therefore the concept of
Customer lifetime Value (CLV) plays an important role.
RATIONALE OF THE STUDY
Over the last few years, the telecom industry in India has been going through a
period of intense change. Needs of the retail as well as corporate customers are
changing and their expectations in terms of service and quality are getting more
demanding. BSNL is facing increasingly stiff competition from private players like
AIRTEL & Reliance. Over the recent past, BSNL’s performance has come under
considerable pressure. It has not been able to grow in line with the market and has
been steadily losing market share. The lack of top-line growth coupled with increasing
costs has put pressure on BSNL’s operating performance in the past few years. BSNL,
RELIANCE & AIRTEL has developed an overall strategy and transformation plan for the
organization. BSNL, RELIANCE & AIRTEL is a firm has extensive experience working

with working with major telecom in India on issues of strategy, sales & marketing
strategy and large scale transformations. BSNL, RELIANCE & AIRTEL has significant
experience of working with large Public Sector undertakings to help them define and
implement their change agenda. This transformation exercise, called Project SHIKHAR,
will cover development of an overall strategic agenda across BSNL’s key businesses
including customer segmentation, sales channel management as well as product
management. It will also look at appropriate strategic initiatives in operations as well as
in Human Resource Management in order to implement the new strategy effectively. All
this is aimed at making BSNL more capable to thrive in a very competitive market
place.
OBJECTIVES
• To compare consumer buying behavior towards selection of

BSNL,AIRTEL,RELIANCE...
• To carry out the comparative analysis between brand promotion strategies of

BSNL, Airtel & Reliance.
• To suggest a Brand promotion strategies which will able to meet organizations

objectives.

TYPE OF RESEARCH METHODLOGY
EXPLORATORY RESEARCH METHODOLOGY
Achieving accuracy in any research requires a deep study regarding the subject.
As the prime objective of the project is the comparision of the brand promotion
strategies of airtel, reliance and bsnl and the impact of Brand Promotion Strategies on
consumer’s buying behavior.
The research methodology adopted is basically based on primary data via which
the most recent and accurate piece of first hand information could be collected.
Secondary data has been used to support primary data wherever needed.

Primary data was collected using the following techniques :-
• Questionnaire Method
• Direct Interview Method
• Observation Method
The main tool used was, the questionnaire method. Further direct interview
method, where a face-to-face formal interview was taken. Lastly observation method
has been continuous with the questionnaire method, as one continuously observes the
surrounding environment he works in.
DATA COLLECTION METHOD
Two type of data has been collected.
• Primary data
• Secondary data
Primary data
primary data is that which is the collected for the fist time and thus happen to be
originated in character. Questionnaire survey:
In the studies a questionnaire is prepared.
The questionnaire consists of different close ended & open ended questions.
Secondary data
Secondary data refer to the data that has been already collected .the secondary
data, which has been used to carry out this study, are as follow:
Books, journals, magazines, newspapers, industry reports company’s internet site other
relevant studies material and Website.
Sample unit :- Indore
The research process was done by interacting with number of cosumers during
the activities performed, which included, markets, cold calling, canopies, etc. Sample
Design consists of random sampling
Sample size:-100
METHOD OF COLLECTION
Field procedure for gathering primary data included observation and interviews
are scheduled, the questionnaires were filed by the respondents.
.
Interview
Personal interviews through self administered survey was done to collect the
data, market research was undertaken, that was accomplished by performing various
activities design.
Questionnaire
The questionnaire was formulated by keeping in mind the following points: -
 Giving the respondents clear comprehension of the question.

 Inducing the respondents to co-operate.
 Giving instructions as to what is needed.
 Identifying the needs to be known.
ACTIVITIES THROUGH WHICH DATA HAS BEEN COLLECTED
• The date during which questionnaires were filled.
• Some dealers were also interviewed to know their prospective.
• Interviews with the managers of GSM service providers were also conducted.
• Finally the collected data and information was analyzed and compiled to arrive at
the conclusion and recommendations given.

• Sources of secondary data.
• Used to obtain information on, Bharti’s history, current issues,
• policies, procedures etc, wherever required.
o Internet
o Magazines
o Newspapers
o Journals
LIMITATIONS
The following were the limitations that were there during the course of the
study:
• Limited time period.
• Less number of respondents.
• Biasness of the respondents.
• Primary data was collected using the following techniques
• Questionnaire Method
• Direct Interview Method
• Observation Method
• The main tool used was, the questionnaire method. Further direct interview
method, where a face-to-face formal interview was taken. Lastly observation
method has been continuous with the questionnaire method, as one continuously
observes the surrounding environment he works in.

TOOLS USED FOR DATA ANALYSIS
• The collected data will be analyzed by the tabulation method and will be
presented through Bar graph and Pie charts.
• On the basis of collected data we will have the evaluation of Brand Promotion
Strategies.
RESULTS & DISCUSSION

CONSUMER BUYING BEHAVIOUR
Customer’s rating on 1 to 5 point scale (1 least, 5 highest) for selection of their service
provider as per their preference.
Table no.1:- Showing the frequency of respondents rating towards selection of

BSNL

1 2 3 4 5 Total
Frequency of scores
Parameters
Brand credibility 2 10 8 6 4 90
Call Rates 7 5 10 3 4 79
SMS Rates 2 4 14 3 7 99
MMS facility 0 8 12 6 4 96
Schemes provided 3 4 5 11 7 105
Availability 3 11 2 8 6 93
Network Coverage 7 7 6 6 4 83
Value Added Services 0 6 9 7 8 107
Tariff Plans 2 3 11 6 8 105
Working Note:-Total=∑(Point scale*frequency)
Discussion:-
• From above tables & pie charts we have concluded that schemes,tariif plans & value
added services are the most emphasized parameters on which consumer has
selected BSNL as their service provider.
 Schemes of BSNL are:-

 Double talk time
 50% extra talk time
 Life time schemes in just 51 Rs with additional balance of RS 40/-
 Tariff plans for BSNL
Price(Rs) Validity (Days) Tariff

17 30 11pm-7am 20 paisa/min
45 30 Local 2 paisa/min
500 30 BSNL to BSNL

unlimited calling
Table no.2 :-Showing the frequency of respondents rating towards selection

AIRTEL

Frequency of 1 2 3 4 5 Total
scores
PARAMETERS
Call Rates 5 5 6 4 11 104
SMS Rates 2 4 6 8 10 110
Discussion
Scores from above table suggests that consumers have selected Airtel as service
provider is due to its brand image, calls &SMS rates, network coverage
Following are reasons for its success;-.
Brand credibility:- Airtel has been able to create brand image by its promotional
strategies and ad campaigns like express yourself etc..in eyes of consumers..
Call rates
1 paisa per second
50 paisa per minute local numbers

50 paisa per minute STD numbers.
SMS rates
Rs 20-A –A 300 msg
Rs 50- 300 sms per day
Rs 100-500 sms per day
Table no.3:- Showing the frequency of respondents rating towards selection of
RELIANCE:

Frequency 1 2 3 4 5 Total
of scores
PARAMETER
Call Rates 1 4 5 8 13 122
SMS Rates 2 6 10 6 6 98
Interpretation
Reliance with its punch line India’s number 1 network and karlo duniya muthi mein..
has created their distinct brand image in eyes of the consumer. Thus many consumers
purchase reliance because of its band image.
Call rates
1 paisa / second
50 paisa/ second
1 Rs/ 3 minute
Tariff Plans

299 unlimited calling.
CONSUMER'S SOURCES OF INFORMATION

Consumers of airtel and reliance buy products through dealer network in comparison
to other sources, where as bsnl users buys from company outlets.
It is clear from above graph that proper dealer network & selling by physical visits
will play an essential role in promotion of telcomm products
FACILITIES USAGE CONSUMERS

 Consumers use mobile phones majorly for calling and sms purpose. Applications
like Internet are also being used by the user also.
 The future existence of telcom business depends on the users of calling & SMS
by the ultimate consumers, other applications such as internet can also play an
important role.
AWARENESS OF CONSUMERS TOWARDS DIFFERENT

PROMOTIONAL ACTIVITIES

Consumers get influenced with print and electronic media to get awareness of
any telecom product..Company should emphasize on above mentioned sources to
develop their products among ultimate consumers ..
MESSAGES EXPECTED BY CONSUMERS CONVEYED THROUGH

ADVERTISEMENT

Availability
Features
6% Product
10%
20%
Services
16%
Offers
42%
Company information
6%
HOW LONG CONSUMER WANT TO SEE AN ADVERTISEMENT

1 year more than 1 year

5% 0%
6 month
25%
1 month
70%
 Any advertisement should not prolonged for more than a month which
should have changes with the different messages and thoughts about
products.

CELEBRITY ENDORSEMENT CONTRIBUTION IN BRAND PROMOTION
According to consumers any celebrity hardly affects the sales of any brand in telecom
business..ultimately the same depends on their services and network only.

Table No. 4
BSNL
Frequency of scores 1 2 3 4 5
PARAMETERS
customer Care services 6 5 11 4 4
Network 4 9 7 4 6
Value added Services 5 12 10 1 2
Applications(internet) 2 4 17 5 2
Table No. 5
AIRTEL
PARAMETERS
Network 3 4 8 5 10
Total 11 26 25 20 38

Table No.6
RELIANCE
PARAMETERS
Network 2 4 7 11 6
Total 10 25 30 31 24
INTERPRETATION:-
Above analyzing tables (table no.5 – table no.6) the highest degree of satisfaction level
the consumers are satisfied with the various aspects of the different telecom companies
in following priorities:-
Services or factors Service Provider
Customer care services Reliance
Network Airtel
Value added services Airtel
Applications Airtel

COMPARISON OF MARKETING STRATEGIES

Market segmentation
Company Airtel Reliance BSNL
Segments
Geographical Metropolitan, Urban india Rural india

Semi urban Rural india
Demographical All types of income Middle income Middle/low income
Target market Youth , Corporate, Government sec.

Business class Youth Service class 3
Corporate tie-ups
Age group 16 – 30 23 - 35 35+
Comparison On the basis of 4 P’s of marketing

Marketing mix
Price Low price Low price Comparitive
Place Max outlets & Reaches to all All places

Service center villages
Promotion Various schemes for different Corporate Govt.employees

groups,celebrity schemes,celebrity schemes,free
endorsement,events,t.v.shows endorsement sim cards
,unlimited calls
Product Various prepaid & post paid Various Post paid Various Post
tariffs plans and pre paid paid plans and
as well. pre paid.
SUGGESTED BRAND PROMOTION STRATEGIES

1. Target Segment
• Youth
• Business class
• Corporate tie-up
2. Geographical
• Metropolitan and semi urban
2. Product mix
• Low Price
• Various prepaid and postpaid tariff.
3. Marketing strategy
• Exhaustive dealer network and media coverage
Advertisement
1. Should have Offers available on product
2. Customers expects that the message in the advertisement should primarily cover
the offers provided by telecom providers.
3. Local advertisings budget should be increased.

CONCLUSION
• Objective 1: Consumer buying behavior
• From above tables & pie charts we have concluded that the consumer has selected
BSNL as their service provider in the following order of preference
 Value added services
 Schemes provided
 Tariff plans
 SMS rates
 MMS facility
 Availability
 Brand credibility
 Network coverage
 Call rates.
 Schemes of BSNL are:-
 Double talk time
 50% extra talk time
 Life time schemes in just 51 Rs with additional balance of RS 40/-
 Tariff plans for BSNL
Price(Rs) Validity (Days) Tariff

17 30 11pm-7am 20 paisa/min
45 30 Local 2 paisa/min

500 30 BSNL to BSNL

unlimited calling
From above tables & pie charts we have concluded that the consumer has selected
Airtel as their service provider in the following order of preference of the parameter:-
 Brand Credibilty
 Sms Rates
 Call Rates
 Tariff Plans
 MMS facility
 Network Coverage
 Schemes Provided
 Value added Services
 Availability
 Following are reasons for its success;-.
 Brand credibility:- Airtel has been able to create brand image by its promotional
strategies and ad campaigns like express yourself etc..in eyes of consumers..
 Call rates

 1 paisa per second
 50 paisa per minute local numbers
 50 paisa per minute STD numbers.
 SMS rates
 Rs 20-A –A 300 msg
 Rs 50- 300 sms per day
 Rs 100-500 sms per day
From above tables & pie charts we have concluded that the consumer has selected
Reliance as their service provider in the following order of preference of the parameter:-
 Call rates
 Value added services
 Brand credibility
 Network Coverage
 Schemes Provided
 SMS Rates
 Tariff Plans
 Availability
 Multimedia messaging
Call rates

1 paisa / second
50 paisa/ second
1 Rs/ 3 minute
Tariff Plans
OBJECTIVE II:-
COMPARISON OF MARKETING STRATEGIES

Market segmentation
Segments
Geographical Metropolitan, Urban india Rural india

Semi urban Rural india
Demographical All types of income Middle income Middle/low income
Target market Youth , Corporate, Government sec.

Business class Youth Service class 3
Corporate tie-ups

Age group 16 – 30 23 – 35 35+
MARKET SEGMENTATION :-
Geographical:-
Airtel focuses on the metropolitan and the semi urban crowd.
Reliance focuses on the urban and the rural India.
BSNL focuses Middle and rural India.
Demographical(income wise):-
Airtel mainly focuses on all types of income..
Reliance mainly focuses on middle income.
BSNL mainly focuses on middle and low income.
Target Market:-
Airtel targets the youngsters (16-23), business class and corporate tie ups..
Reliance also targets the youth (16-23) and have many corporate plans for the
corporate world..
BSNL mainly targets Government class and service sector people & Age group
35+..

Comparison On the basis of 4 P’s of marketing
Marketing mix
Price Airtel offers Reliance offers BSNL offers
Low price Low price Competitive
Price
Place Max outlets &reaches Reaches to all Reaches to all
To all villages n villages villages
Promotion Various schemes for different Corporate Govt.employees

groups,celebrity+ schemes,celebrity schemes,free
endorsement,events,t.v.shows endorsement sim cards
,unlimited calls
Product Various prepaid & post paid Various Post paid Various Post
tariffs plans and pre paid paid plans and
as well. pre paid.
Airtel

Airtel n reliance both emphasize on keeping the call ,sms,and std rates low..whereas
bsnl call rates are comparatively high but still competitive..
Airtel is having many company otlets across the country and is having a strong
coverage..airtel services can be availed in 27 circles..Reliance and bsnl are having
comparatively less outlets but the coverage area in villages are superior than airtel
Airtel provides many scheme to its customers like night calling free etc to its customers
n its celebrity like sachin shahrukh etc have contributed heavily in their promotion
strategy..
Reliance also provides attractive schemes such as unlimited calling free and now also
endorsed hrithik as its brand ambassador…
BSNL promotional strategy is not same as airtel but its latest celebrity endorsement
deepika padukone has beniffited them a lot..
OBJECTIVE III:-
SUGGESTED BRAND PROMOTION STRATEGIES
1. Target Segment
• Youth
• Business class
• Corporate tie-up

2. Geographical
• Metropolitan and semi urban
2. Product mix
• Low Price
• Value Added Services should be increased.
• Good Network Coverage
• Various prepaid and postpaid tariff.
• MMS Rates
3. Marketing strategy
• Exhaustive dealer network and media coverage
Advertisement
4. Should have Offers available on product
5. Customers expects that the message in the advertisement should primarily cover
the offers provided by telecom providers.
6. Local advertisings budget should be increased.
In the end of our research we have concluded that Airtel, BSNL, Reliance these three
major players of telecommunication sector has their own segment of consumers & they
have selected them according to their preference.
If a service provider will concentrate on all the aspect that consumer has in selection of
service provider than it can dominate the entire telecommunication sector.

FUTURE SCOPE:-
REFRENCES
RESEARCH PAPERS

• Ohanian, Roobina (1991), “The Impact of Celebrity spokespersons” Perceived

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(www.bu.edu/e.con/seminar/micro/pdffav) celebendorse.bu.pdf “Is advertising
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Sixth Edition Pg. 331.
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Consumer Research 10 (1983), PP135-46Till, Brian D. and Michael Buster
(1998),”Matching Products with Endorser:
• Attractiveness Versus Expertise,” Journal of Consumer Markeing, 15(6), 576-586
• Till, Brian D and Terence A.Shimp (1998) “Endorsers in the case of Negative
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• Mc Cracker, Grant (1989),, “Who is the celebrity endorser? Cultural Foundatiers
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WEBLOGRAPHY
• www.slideshare.net/.../marketing-strategy-comparison-of-airtel-and-
hutc
• www.slideshare.net/.../airtel-marketing-presentation
• telecomtalk.info/category/reliance/page/
• www.docstoc.com › Business › Sales & Marketing › Advertising
• teleguru.in/.../airtel-offers-100-mb-free-data-and-picture-post-
subscription-on-nokia-samsung-lg-handsets
• www.airtel.in/about us
• www.relianceinfocomm.com/about us
• www.bsnl.com
• www.airtel.com/prepaid/tariff
• www.relianceinfocomm.com/prepaid/mpcgcircle/tariff/unlimited
• www.alttc.bsnl.co.in/altzine/vol_29032006/marketing.htm
• www.oppapers.com/essays/Marketing-Strategies-Bsnl/18093
• www.oppapers.com/.../airtel-marketing-strategy-page1.html
• www.marketingteacher.com/SWOT/bharti_airtel_swot.htm
• www.allprojectreports.com/.../Project%20Report%20for%20MBA
%20named%20COMPAR..
• profile.iiita.ac.in/pchand.../reliance%20infocomm.pdf
• www.rcom.co.in/Rcom/aboutus/.../overview_milestones.html–
• www.oppapers.com/.../reliance-communication-marketing-strategy-
in-india-page1.html
• www.docshare.com/.../SWOT-analysis-of-Reliance-Infocomm-and-its-
s


Dear Respondent,
We are the students of MBA from Pioneer Institute of Professional

Studies, Indore. We are undertaking a research work on ‘
A Comparative Study Of Brand Promotion Strategies Of
BSNL, AIRTEL & RELIANCE
’. We would be grateful to you if you would give us few minutes to complete

this questionnaire in order to help us complete our research work.
PERSONAL DETAILS:
NAME:
………………………………………………………………………………………
ADDRESS:
……………………………………………………………………………...
CONTACT NO.: ………………………………
1) Do you have a mobile phone?
A) Yes □ B) No □
2) Which type of mobile phone do you have?
A) CDMA □ B) GSM □
3) Which telecom service provider are you using Right Now?

A) Airtel □ B) Bsnl □
C) Reliance □ D) Other □
4) For how long you have been using the existing service?
A) Less than one year □

B) Less than 3 year □
C) More than 3 years □
5) What facilities do you use in a mobile phone?
A) Mms □ B) Calling □ C) SMS □

D) Application □ E) Social Networking□
6) Have you ever changed your Mobile connection? If yes then with which
A) Reliance □ B) Airtel □
C) Bsnl □ D) Others □
7) Do You collect any information search before making the purchase?
8) If yes, what sources do you use?
A) Magazines □ B) Dealers □
C) Sales Executives □ D) Operaters reference□
E) Pamphlets & Catalogues □ F) Any Other □
9) What are the Features you look for in a service provider before making
Purchase Decision? Give Preference between 1 to 6 ( 1-Highest 6-Least)

A) Brand Credibility □ B) Discounts n price □

C) Services rate □ D) Network □
E) VAS □ F) Any Other □
10) Are You Aware of various Promotional Activities being run by Service
Providers, If yes then how?
A) Tele Calling □ B) Print Media □ C) Electronic Media □
D) Kiosk □ E) Hoardings □ F) Celebrity Endorsement □
G) Promotional offers □ H) Internet □

11) Are You Satisfied?
12) How would you rate performance as your expected? on five point scale?
Customer 1 □ 2 □ 3 □ 4□ 5□
Network 1□ 2 □ 3 □ 4 □ 5□
VAS 1□ 2 □ 3□ 4 □ 5□
Applications 1□ 2 □ 3□ 4□ 5□
13) What are your suggestion for improving the quality of service

Questions Regarding Brand Promotion Strategies

1) What do you think when you think of Top Brands
A) Quality □
B) Reliability □
C) Customer Service □
2) What do you emphasize on from there advertising Campaign?
A) Logos □ B) Slogan □ C) Promises □ D) Celebrity □
3) For hoe Long do you want a same advertisement to be run
A) 1 month □ B) 6 months □ C) 1 year □ D) More than 1 year □
4) What message do you expect to be conveyed through advertisement?
A) Product □ B) Services □ C) Company □
D) Offers □ E) Availability □ F) Its features□
5) How much celebrity endorsements contribute in the brand promotion?
A) 0- 50% □ B) 51- 75% □ C) 75%-100% □

Please rate the Questions given below on scale of 1-5 based on the
importance they hold for you in purchase decision of sim cards:
1) Call rates of the service provider?
1. □ 2. □ 3. □ 4. □ 5.□
2)SMS Rates of the Service Provider?
1. □ 2. □ 3. □ 4. □ 5.□
3)Multi media messaging facility?
1. □ 2. □ 3. □ 4. □ 5.□
4)Schemes provided by the service provider?
1. □ 2. □ 3. □ 4. □ 5.□
5)Availability of store of the service provider?
1. □ 2. □ 3. □ 4. □ 5.□
6)Network Coverage of that service provider?
1. □ 2. □ 3. □ 4. □ 5.□
7)Value Added Services provided by the service provider?
1. □ 2. □ 3. □ 4. □ 5.□

8)Tariff plans of the Service Provider?
1. □ 2. □ 3. □ 4. □ 5.□
Thanks for sparing your valuable time with us…


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A COMPARATIVE STUDY OF BRAND PRAMOTION STRATEGIES OF AIRTEL, RELIANCE & B.S.N.L.

PIONEER INSTITUTE OF PROFESSIONAL STUDIES

INDORE (M.P.) 452001

A COMPARATIVE STUDY OF BRAND PRAMOTION

PROF. NIHIT JAISWAL DUSHYANT KANGO

PIONEER INSTITUTE OF PROFESSIONAL STUDIES, (INDORE) Page 1

PIONEER INSTITUTE OF PROFESSIONAL STUDIES, (INDORE) Page 2

 TOOLS FOR DATA COLLECTION

 TOOLS FOR DATA ANALYSIS

3) RESULT AND DISCUSSION:

 SCOPE FOR FUTURE WORK

PIONEER INSTITUTE OF PROFESSIONAL STUDIES, (INDORE) Page 3

 RESULT OF FACTOR ANALYSIS

PIONEER INSTITUTE OF PROFESSIONAL STUDIES, (INDORE) Page 4

Promotion is an important marketing force the provides an extra incentive

PIONEER INSTITUTE OF PROFESSIONAL STUDIES, (INDORE) Page 5

Strategy is alternative chosen to make happen a desired future, such as

BRAND PROMOTION STRATEGIES

• Promotion by product attributes and benefits.

COMPANY PROFILE OF BSNL

PIONEER INSTITUTE OF PROFESSIONAL STUDIES, (INDORE) Page 6

COMPANY PROFILE OF AIRTEL

COMPANY PROFILE OF RELIANCE

Reliance Communications (formerly Reliance Communications Ventures) is one

PIONEER INSTITUTE OF PROFESSIONAL STUDIES, (INDORE) Page 7

• The Research conducted by D. Sudharani Ravindran, Hari Sundar. G. Ram on

• The Research conducted by T. Vanniarajn, P Gurunathan on the Cellular

PIONEER INSTITUTE OF PROFESSIONAL STUDIES, (INDORE) Page 8

• The effect of sales promotion on post-promotion

LITERATURE REVIEW : Influence on Consumer

Advertisers must remember that advertising messages are interpretend differently

PIONEER INSTITUTE OF PROFESSIONAL STUDIES, (INDORE) Page 9

all available information about the product.

1) Need association- the product/brand linked to need through repeated messages.

2) Mood associations- brands should be associated with good feelings through

Consumer perception and its choice mobile

PIONEER INSTITUTE OF PROFESSIONAL STUDIES, (INDORE) Page 10

telecommunication service provider. In conclusion, practitioners can be deriving a

Lanka Com Services (Pvt) Limited, Colombo, Sri Lanka

Department of Decision sciences, University of Sri Jayewardenepura,

Customer loyalty is viewed as the strength of the relationship between an

PIONEER INSTITUTE OF PROFESSIONAL STUDIES, (INDORE) Page 11

RATIONALE OF THE STUDY

PIONEER INSTITUTE OF PROFESSIONAL STUDIES, (INDORE) Page 12

• To compare consumer buying behavior towards selection of

• To carry out the comparative analysis between brand promotion strategies of

• To suggest a Brand promotion strategies which will able to meet organizations

PIONEER INSTITUTE OF PROFESSIONAL STUDIES, (INDORE) Page 13

TYPE OF RESEARCH METHODLOGY

EXPLORATORY RESEARCH METHODOLOGY

PIONEER INSTITUTE OF PROFESSIONAL STUDIES, (INDORE) Page 14

Primary data was collected using the following techniques :-

DATA COLLECTION METHOD

Two type of data has been collected.

Sample unit :- Indore

The questionnaire was formulated by keeping in mind the following points: -

 Giving the respondents clear comprehension of the question.

ACTIVITIES THROUGH WHICH DATA HAS BEEN COLLECTED

• The date during which questionnaires were filled.

• Some dealers were also interviewed to know their prospective.

the conclusion and recommendations given.

PIONEER INSTITUTE OF PROFESSIONAL STUDIES, (INDORE) Page 16

• Sources of secondary data.

• Used to obtain information on, Bharti’s history, current issues,