VODAFONE

& AIRTEL – A COMPARISON

BY:SUNAINA
MANHAS
ROLL NO. – 31
MBA (1ST SEM)
CONTENTS
OBJECTIVE
INTRODUCTION OF AIRTEL AND
VODAFONE
MARKETING STRATEGIES
DATA ANALYSIS & INTERPRETATION
FINDINGS & ANALYSIS
CONCLUSION
REFERENCES
OBJECTIVE OF COMPARISON
To identify the difference between market
performance of Airtel industry and Vodafone.
To study the market of Airtel Industry and
Vodafone on big scale telecommunication
sector.
To compare various parameters of marketing
strategies, manufacturing process, technology
adopted production policy, advertising.
To study customer buying behavior and factors
which influence the purchase decision process?
AIRTEL
Airtel is a brand of telecommunication services in
India operated by Bharti Airtel.
Airtel is the largest cellular service provider in
India in terms of number of subscribers.
 It has presence in all 23 telecom circles of the
country and covers 71% of the current population.
Bharti Airtel owns the Airtel brand and provides the
following services under the brand name Airtel:
Mobile Services, Broadband & Telephone Services,
Long Distance Services and Enterprise Services
(Telecommunications Consulting for corporate)
VODAFONE
Vodafone Essar, previously Hutchison
Essar is a cellular operator in India that
covers 16 telecom circles in India
It offers both prepaid and postpaid GSM
cellular phone coverage throughout India
and is especially strong in the major
metros.
It offers voice and data services in 16 of
the country's 23 license areas.
MARKETING STRATEGIES : AIRTEL

Market segmentation
Geographical segment (metropolitans & cities India)
Demographic segment - middle income groups
People age group of 20 to 28 year

Target marketing 
People who living in cities and towns.
Poor or middle income group people.
Youngsters in big cities.
Businessmen
 Positioning
Creating brands (Sharukh
khan & Sachin Tendulker)
Ads and promotions
Promotion for study of poor
children.

Marketing mix
Price: low price
strategy
Place: maximum
outlets and service centers
Product: verities
available for various groups
VODAFONE
Market segmentation 
Geographical segment (rural
India)
Demographic segment -
middle income groups

Target marketing 
People living in small towns
and villages.
Poor and middle income
groups.
Youngsters in big cities.
Businessmen
Positioning
Creatingbrands
Ads and promotions

Marketing mix
Price : low price
strategy
Place : maximum outlets
and service centers  
Product : verities
available for various
groups
 DATA ANALYSIS & INTERPRETATION

SUBSCRIBERS NUMBERS IN (MN)

HELD BY AIRTEL & VODAFONE

JUNE SEP 06 DEC 07 MAR 08 DEC 08 MAR 09

05
AIRTEL 3.19 4.62 5.50 6.54 10.98 14.07
VODAF 1.82 4.19 6.24 7.26 10.45 12.99
ONE
FINDINGS & ANALYSIS

customer prefrence in using telecom serveice

42%

28%

14%

10%

6%

Airtel Vodafone Reliance TATA Idea

FINDINGS AND ANALYSIS

Market Share
Airtel vodafone Reliance Idea cellular Others

20%

36%

17%

13% 14%
CONCLUSION
 Airtel lagged behind its competitors as far as customer
service and availability is concerned. The maximum
no. of people who use the mobile is in the age group of
20 to 28. Cash cards are the most popular type of
mobile connections, as they are consumer friendly and
recharging the connection is not a problem.
Airtel has to work on its all marketing strategies,
marketing, promotion, brand image.etc.
Airtel has to take Vodafone. Very seriously and update
its own strategies from time to time and when the need
arises.
REFERENCES
www.airtelworld.com
www.google.com
www.india.com
C.R Kothari- research methodology
THANK YOU… 