MARKETING STRATEGIES OF BHARTI AIRTEL VERSUS RELIANCE COMMUNICATIONS

SUBMITTED IN PARTIAL FULFILMENT OF REQIUREMENT OF

Bachelor Of Business Administration affiliated to

Guru Gobind Singh Indraprasth University SUBMITTED TO:SUBMITTED BY: KIRAN (0482121708)

MS. PREETI

SESSION : 2008-2011

Maharaja Surajmal Institute

Ms.Vandana (Coordinator) Mr. Paramveer Singh (Program Incharge)

ACKNOWLEDGEMENT

I take this opportunity to express my profound sense of gratitude and respect to all those who helped me through out the duration of this project. It gives me immense pleasure to acknowledge my indebtedness and sense of gratitude to Ms. Preeti malik (Project guide) for the project under taken. I also immensely thank the other faculty members of the institute under who continuous support and guidance I completed the project.

Name of the student kiran Signature

CERTIFICATE

It is to certify that Mr. kiran studying in our institute of management studies was allotted the project on marketing stratigies oo bharti airtel versus reliance communication by GURU GOBIND SINGH UNIVERSITY has successfully completed it under the guidance of Ms. Preeti Malik (project co-ordinater)

MS. Preeti malik

(project co-ordinator)

Dr. M S Chaudhary
(Director msi)

EXECUTIVE SUMMARY
The objective of this project is to find out which company out of Bharti Airtel and Reliance Communications has greater market share and which one is more preferred among consumers. We choose this project so as to get information about two telecom giants in India. The research design used in this project is exploratory as we are exploring which company is better than other. The sources of collection of data are both Primary and Secondary sources of data collection. Questionnaires are used as primary source of data. Books, magazines, internet are used as secondary source of data. We have concluded that Bhart Airtel are more preferred than any other company. It has greater market share than Reliance Communication.

TABLE OF CONTENT
I. II.

INTRODUCTION RESEARCH METHODOLOGY

i. ii.

6 9
9 10

RESEARCH OBJECTIVE RESEARCH DESIGN

iii.
iv. v. vi. III.

DATA SOURCE10 QUESTIONNAIRE DESIGN SAMPLE DESIGN LIMITATION OF RESEARCH 10 11 12

COMPANY PROFILE
i. ii.

13
.13 .28

AIRTEL RELIANCE

IV. V. VI. VII. VIII.

COMPARISON AND ANALYSIS CONCLUSION & FINDINGS RECOMMENDATION ANNEXURES BIBLIOGRAPHY

.. 32 .52 54 55 60

INTRODUCTION
OVERVIEW OF THE INDUSTRY Indian Telecommunication Industries: Telecommunication in the next millennium
is poised for the greatest leap and technology has ever taken in such a short time and involving so much of the mankind. The new telecommunication technologies that have come in have taken the human resources to be used in a manner no technology has ever used and can possibly hope to use telecommunication in India has also kept pace with this development and especially in this decade ensured that this technology will be made available to the Indians for improving the quality of their life. The greatest benefits that this technology has offered are the great heights to which the human intelligence has allowed to rise. Telecommunication technology has allowed creativity of human mind to reach high scales and here in lays the triumph of this technology. While other technologies have provided relief to the human in their mechanical capabilities, telecommunication has ensured the greatest asset of human being his mind is able with maximum efficiency. Historically telecom network in India was owned and managed by government as it is considered as a strategic service. India is the 4th largest market in Asia after China Japan and South Korea. Indian telecom network is the 8th largest in the world and 2nd largest among emerging economies. Indias contribution of telecom sector in terms of revenue is 2.1% of GDP as compared to 2.8% in developed economies.

Telecommunication networks are becoming extremely important for the working of any business and the reliability requirements have to be very high to satisfy the requirements of the new applications. The special needs of the telecommunication links have arisen mostly on account of the enormous increase in the online activities.

The development of cellular networks has made the reliability of the telecommunication links a very important necessity not only for the common man but for the functioning of a business also. It is a key to the rapid economic development of the country. It is critical not only for the development of the information technology industry but also has widespread ramifications on the entire economy of the country. Markets are changing faster now than in any other time in history. Product lifecycles are shortening and businesses must complete globally. Employees are required to spend more time with their external and internal customers in order to increase the competitiveness of their organization. As a result, employees are often away from their phones. Employees spend over 20% of the workday away from their desks and this number is likely to grow. Telecommunication market is expected to grow from 40 billion dollars in 1993 to 200 billion by the year 2000.

KEY INDIAN COMPANIES

BSNL (Bharat Sanchar Nigam Limited) MTNL (Mahanagar Telephone Nigam Limited) RELIANCE TATA INDICOM HUTCH (Hutchison whampoa limited) VODAFONE SINGTEL NORTEL AIRCEL VIRGIN 7

India poised to be a US $40 billion 45 billion telecom market by year 2010. Telecom sector targets announced by Government of India:o 250 million subscribers by 2007 o 500 million subscribers by 2010 o 20 million broadband subscribers by 2010 The Indian Telecommunications network with 353 million connections (as on September 2008) is the third largest in the world. The sector is growing at a speed of 44 46 % during the recent years. This rapid growth is possible due to various proactive and positive decisions of the government and contribution of both by the public and the private sectors.

RESEARCH METHODOLOGY

INTRODUCTION
Research always starts with a question or a problem. Its purpose is to answer to questions through the application of the scientific methods. It is a systematic and intensive study directed towards a more complete knowledge of the subject studies. Once the problem is defined properly then one can easily chalk out the Objectives for the research.

OBJECTIVES OF RESEARCH PROJECT

The subject matter for this research Project is to study the behavior of the customer regarding the Post paid connections offered by Airtel in Pune. This project consists of different objectives. They are as follows: To know the test and preferences of consumer for the Postpaid products. To know the current market share of Postpaid connections. To measure the customer satisfaction regarding the post paid connection. To understand the reaction of consumers by listening to the Brand. To know the current market player and competitors. To study the customers thought process. All request for services come to Airtel and Reliance. Request received are updated or activated on time. 9

 Errors free updation.

RESEARCH DESIGN
A research design is the arrangement of conditions for collection and analysis of data in a manner that aims to combine relevance to the research purpose with economy in procedure. This research is based on Exploratory research.

DATA SOURCE
PRIMARY DATA The specified data which is known as primary data is obtained by Questionnaires SECONDARY DATA The specified data which is known as secondary data is obtained from Books , Magazines and Newspapers.

QUESTIONNAIRE DESIGN

10

In this Closed Ended Questionnaires are used.

SAMPLE DESIGN
It is a definite plan for obtaining a sample from a given population. It

refers to the technique or procedure the researcher would adopt in selecting items for the sample.

SAMPLE ELEMENT AND SAMPLE UNIT It is derived through the Customers of Bharti Airtel and Reliance telecom company EXTENT Delhi NCR. TIME FRAME 19 days SAMPLING TECHNIQUE Convenience sampling technique

11

 SAMPLE SIZE 100 Questionnaire

LIMITATIONS OF RESEARCH
Response rate very low to questionnaire. Problems faced with illiterate people. There was no flexibility for amendment. It was quite slow process of collecting data. There were many vague replies from respondent. Not able to explore a wide area.

12

COMPANY PROFILE OF BHARTI AIRTEL

INTRODUCTION
Bharti Enterprises- A Group Profile: The Bharti Enterprises, established in 1976, is today a multifaceted organization and a leading group involved in the manufacturing and the services sector . Its key focus is on the marketing and operations of a comprehensive range of telecom services in addition credit Bharti was the first to manufacture and export push-button telephones . The first company to manufacture and market highly advanced HDPE Silicore TM telecom ducts . The first company to provide the largest and the fines cellular phone services in Delhi and Himachal Pradesh . The first Indian Company in the private sector to provide fixed-line telephone services in Madhya Pradesh . The first company to revolutionize the V-SAT services in the country . It has achieved the unique distinction of being the first Indian Company to be awarded a comprehensive telecom license internationally in Seychelles . Bharti enterprises truly epitomizes the spirit of enterprise and is today , ready for the challenges of the current millennium to the Healthcare sector . Today the group has a long list of pioneering efforts to its

13

ASSOCIATE COMPANIES
Bharti Telecom , the flagship company of Bharti Enterprise has continuously introduced world-class telecom products and services in the country , be it in equity partnerships or relationships that being world technologies to Bhartis Operations . It has many firsts to its credit . Form the introduction of push button telephones to answering machines , form cordless telephones to cellular services . Bharti Telecom has been breaking new grounds . With a host of winning brands like AirTel and Beetel , Bharti telecom has emerged as Indias finest telecom company . Incorporated in 1985 , Bharti Telecom is one of the largest telecommunication companies in the country, having being awarded The Golden Peacock National Quality Award 1997 and ISO 9002 accreditation for its commitment to quality and value in products and services , Bharti Telecom is poised to play a significant role in the next millennium . The flagship Company takes care in training its people and increasing their productivity . Infused with the spirit of enterprise and a drive to succeed our people are trained in a professional environment in line with world standards . With a high level of commitment to quality and attitude of making a positive difference , the Bharti team explores newer horizons and innovative possibilities every day .

14

Bharti Telecom (Services) : Bharti Televentures is the holding company for Bharti Cellular , the cellular service providers for Delhi under the brand name Air Tel and Bharti Telenet , the basic service provider in Madhya Pradesh and cellular service provider in Himachal Pradesh . Bharti per cent . owns 64 per cent of Bharti Televentures , Telecom Italia owns 16 per cent while Warburg Pincus owns 20

Bharti Cellular Ltd. .: Bharti Cellular Ltd . Launched cellular services in Delhi under the brand name Air Tel on November 14 ,1995 . In its single - minded pursuits of delivering value to the subscribers , Air Tel has consistently introduced concepts that have revolutionized cellular services in Delhi and across India . AirTel has at present over two lakh twenty thousand subscribers . In its three years of pursuits of greater customer satisfaction . AirTel has redefined the business through marketing innovations , continuous technological upgradation of the network , introduction of new generation value added service and the highest standards of customer care AirTel Indian cellular industry to follow . First to launch cellular service in Delhi on November , 1995 : First operator to revolutionize the concept of retailing with the inauguration of AirTel connect in 1995 . Today AirTel has 16 Customer Care Touch Points and over 300 dealers in Delhi and NCR towns . First to expand its network with the installation of second mobile switching center in April , 1997 and the first in Delhi to introduce the intelligent Network Platform . First to provide roaming to its subscribers by forming an association called World * Network . 15 has consistently set the benchmarks for the

AirTel s pre-paid card Magic has consistently held a dominant position in the market and has played a major role in popularizing cellular services . Consecutively for four years 1997 1998 , 1999 and 2000 AirTel had been votes as the Best Cellular Service in the country and won the coveted Techies award . Today AirTel is poised to take a leadership position in the next millennia .

BHARTI CELLULAR LIMITED

Bharti cellular limited is customer and competition oriented company whose goals to position itself in the market as a serious enterprising supplier continuous basis will be to combine changing market needs of reliable, with new easily available mobile telephone services of high quality . Its objective on a technological oppourtunities on a financially sound and profitable foundation . Cellular phone service is one of the most exciting telecom applications around the world with increasing urbanization and rapidly accelerating pace of business. Bharti recognized and the potential of this service in India and setup Bharti Cellular Limited (BCL ) on November 29 ,1994 BCL is a consortium of some of the world s leading names id cellular telephony- British Telecom of U.K. one of the Britain s largest telecom companies . Mobile systems International the world s foremost network planner , EMTEL the pioneer of cellular telephony in Mauritius and the Bharti Group , India s pioneering telecom company . In 1995 , BCL started providing service under the name Airtel. It provides business community and private users with a reliable , secured , easily available and cost effective GSM cellular phone service. . Air Tel has sourced network system technology from Ericassion-the acknowledged world leader in the field . Air Tel also makes available to its customers a range of world class cellular service . 16

HISTORY AND PRESENT STATUS

2004
Bharti Telesonic entered into a joint venture , Bharti Aquanet , with sing Tel for establishing a submarine cable landing station at Chennai Bharti Tele-Ventuires acquired NYLIFs equity interest in Bharti cellular . Bharti become the first private telecommunications service provider to launch international long distance service . Bharti cellular entered into license agreements to provide mobile services in eight new circles following the fourth operator mobile license bidding process . Bharti Telenet entered into license agreement to provide fixed-line service in the Haryana , Delhi , Tamil Nadu and Karnataka circles . Bharti Tele - Venture acquired equity interest in Bharti cellular from British telecom . Punjab license restored to Bharti mobile by the DOT and migration to NIP- 1999 accepted .. Bharti Telesonic has entered into a license agreement with DOT to provide National Long distance service in India has been the first service provider to start service in the country . Bharti Aquanet , Bharti telescopic and Bharti cellular have entered into license agreement with the DOT to provide ISP service in India . 17

2005
Bharti launched mobile service in Gujarat , Haryana , Maharashtra , Mumbai , Punjab , Kerela , Madhya Pradesh circle , Pradesh circle . Bharti listed on the National Stock Exchange on February 18 , 2002 . Bharti entered into a license agreement with the DOT to provide international long distance service in India . Bharti launched fixed-line service in the Delhi , Haryana , Karnataka and Tamil Nadu license areas . Tamil Nadu , Uttar

AIRTELS JOURNEY
1992 Government invites cellular Mobile Telephone Bids . 1994 Bharti cellular granted license to provide cellular phone . Service in Delhi ; JV established-Bharti cellular is born . 1995 cellular service Airtel commercially launched in Delhi by Bharti cellular . 1996 cellular service in HP and basic telecom service in MP launched . 1997 Airtel subscribers. 1998 Airtel become the total communication service provider with launch of service in Seychelles . 18 becomes a Mega Millennium network with 1,00,000

 1999 Airtel join the select Global club of service provides with of the art intelligent Network Platform . 2002 Airtel crosses 6,00,000 subscriber base mark .

ABOUT AIRTEL
Introduced GSM cellular service at Delhi on December , 14 ,1995 . Has more than 6,00,000 customers base at Delhi alone . First Airtel inaugurated in 1995 . 2nd MSC installed in April 1997 . Introduced in service platform in 1997 , has Roaming 350 cities in India . International Roaming across 60 countries .

19

OUR PARTNERS
Singapore Telecom Warburg Pincus
New York Life

Telia AB Sweden Intel Siemens Ltd.

OUR VISIONS

MOBILE COMMUNICATION A WAY OF LIFE AND

20

BE THE CUSTOMERS

FIRST CHOICE

OUR MISSIONS
We will meet the mobile Communication needs of our Customers through Error free service delivery Innovative products and service Cost efficiency

OUR VALUES
Innoventuring Customer Performance Valuing partnership Valuing people

21

Responsible corporate citizenship Ethical practices

OUR QUALITY COMMITMENT

We will deliver error-free Mobile communication Service through Customer service attitude Employee empowerment Speed Creativity Continuous improvement

22

AIRTEL POSTPAID AND PREPAID CONTRACT CONNECTION

Postpaid are those connections where the customer enters into an agreement to

utilize mobile services. Customer is billed as per his usage. Receives a monthly bill for services availed. Various value added services available. Prepaid are those connections which are pre activated. No monthly bill. Easy recharge. Recharge coupon available Value added service. 23

VALUE ADDED SERVICES

Smart roaming Smart mail Call waiting Call hold Call divert STD/ISD Call line identification Fax and data Safe custody Smart access 24

Call conference Handset insurance service

BRANDS
Airtel
Airtel is a brand of telecommunication services in India and Sri Lanka owned and operated by Bharti Airtel. It is the largest cellular service provider in India in terms of number of subscribers. Services are offered under the brand name Airtel: Mobile Services (using GSM Technology), Broadband & Telephone Services (Fixed line, Internet Connectivity (DSL) and Leased Line), Long Distance Services and Enterprise Services (Telecommunication Consulting for corporates). It has presence in all 23 circles of the country and covers 71% of the current population (as of FY07)

Airtel Sri Lanka

In December 2008, Bharti Airtel rolled out third generation services in Sri Lanka in association with Singtel. SingTel is a major player in the 3G space in Asia. It operates third generation networks in several markets across Asia. It had been largely criticised in recent times on its inability to start operation even two years after its certification and proposed date of launch. Airtels operation in Sri Lanka, known as Airtel Lanka, commenced operations on the 12th of January 2009. In 2009, Airtel also provide broadband at 16mbps high speed. NOW IT IS THE NO.1 BROADBAND SERVICE PROVIDER IN INDIA. 25

Touchtel
Until September 18, 2004, Bharti provided fixed-line telephony and broadband services under the Touchtel brand. Bharti now provides all telecom services including fixed-line services under a common brand Airtel.

BlackBerry
On 19th October 2004 Airtel announced the launch of a BlackBerry Wireless Solution in India. The launch is a result of a tie-up between Bharti Tele-Ventures Limited and Research in Motion (RIM).

Digital TV
On 9th October 2008, Airtel joined the DTH bandwagon in India with Airtel Digital TV, a Direct-to-Home Television service.

iPhone 3G
As of 22nd August 2008, the Apple iPhone 3G is available in India on Airtel and Vodafone.

26

ADVERTISEMENTS OF AIRTEL

27

COMPANY PROFILE OF RELIANCE

INTRODUCTION
Recognising the crucial role that can be played by the telecommunication sector in Indias development, the Government of India in 1999 initiated a number of changes in the telecommunication and regulatory and policy framework. Reliance Infocomm was born in the year 2000 as a child of this market liberalisation process with a vision to provide the latest telecommunication facilities to every Indian at the price of a post card. Reliance Infocomm helped the mobile phone penetration in India to grow from 0.25 percent in early 2001 to about 5.7 percent in June 2005. the innovative strategies adopted by Reliance Infocomm to user in the telecommunication revolution in India. Specifically the paper takes a look at the new paradigms in cost competence and marketing which helped Reliance Infocomm to drive down costs and drive up volumes. 28

THE VISION, SCALE AND COMPLEXITY:

Reliance Infocomm was launched as a very ambitious project. The project was conceived at the convergence of communication and information technology. It was designed to connect every home and office in India with each other and the world through an overarching terabit optic fibre digital distribution system. It was developed to provide a range of services to every citizen, company and community. It was envisaged to earn for India leadership in the knowledge age. Reliance Infocomm aimed to create new paradigms in enterprise, entrepreneurship and engagement. To achieve all these objectives Reliance Infocomm rolled out a complex architecture of domains, functions, facilities, coverage and services, through the latest technology, aiming to add value through messaging, facilitating business transactions, videoconferencing, music and movie download services Reliance Infocomm is building the largest infrastructure in the information and communications sector by any new entrant. Reliance Infocomm networked 673 towns and cities. Currently it has a presence in 1,850 towns and cities and 75,000 villages touching about 550 million Indians. By end 2006, the company plans to connect two thirds of all the 640,000 villages and 5161 odd towns and cities to each other and to the world in a seamless way.

PRICING STRATEGY
My vision is to provide the latest telecommunication facilities to every Indian at the price of a post card Dhirubhai Ambani.

Reliance Infocomm challenged conventional cost structures in the telecommunications industry. Historically, telecommunication services have been the privilege of a small section of society. Reliance Infocomm broke this mould with a tariff that can be described as the most ambitious ever listed by a telecom company in India. It aimed for 29

prices as low as the cheapest alternative the postcard. While other operators aimed for the higher value market, Reliance Infocomm realized that there is a market in driving volumes and aimed at creating a completely new market.

Dhirubhai Ambani Pioneer Offer Democratizing Mobiles:

Announcing its launch of mobile services in December 2002 Reliance Infocomm offered an introductory scheme called the 'Dhirubhai Ambani Pioneer' offer. Under this scheme consumers were given a free digital mobile phone, unlimited free incoming calls, billing at 15-seconds pulse rate, for a one-time fee of Rs 3000 (US$66.7) as membership charges and Rs 600 (US$13.3) per month (paid in advance) as telephony charges. All incoming calls were offered free and outgoing calls were charged at 10 paise (0.2 UScents) for 15 seconds. The cost of a national long-distance call to any Reliance phone in the country

was 40 paise (0.8 US cents) for a minute. In addition, the monthly charge included 400 minutes of outgoing calls. Only calls over and above this were charged extra. Value added services like voice mail, call waiting, call hold, call divert, call identification, call conferencing, dynamic locking and text messaging were offered forfree. Internet access through the phones was also offered free initially. The biggest entry barrier till that point was the handset prices. The mobile handsets in the market were priced at Rs.7500 (US$166.7) upwards, which made them unaffordable for most Indians. Handsets were to be purchased separately since the operators until then offered only services, and never dealt with handsets. For a customer this meant dealing with two suppliers one for the service and another for the handset. Reliance Infocomm, for the first time in India, offered handsets free of charge, along with the service. The phones offered were Java-enabled and multimedia ready with polyphonic sound and features like

30

3-way conferencing. For a customer this meant access to a fancy handset without the initial price barrier, and dealing with just one supplier.

ADVERTISEMENTS OF RELIANCE COMMUNICATIONS

31

COMPARISION AND DATA ANALYSIS

Q1) Which cell phone service provider do you possess?

32

44 AIRTEL 56 RELIANCE

Fig 1 shows that 44% choose Reliance and 56% choose Airtel connection.

S.NO A) B)

CATEGORY AIRTEL RELIANCE

TOTAL 56 44

Q2) Who influenced you to buy the particulars cell phone service provides?

33

18 16 14 12 10 8 6 4 2 0 RELIANCE A IRTEL A FAMILY MEMBERS B NEIGHBOURS C RELATION D FRIENDS E ADVERTISE MENT F DEALER G OTHER

Fiq 2 results that friends influenced more to buy Airtel whereas family members influenced to buy reliance connection.

S.NO A B C D E F G

CATEGORY FAMILY MEMBERS NEIGHBOURS RELATION FRIENDS ADVERTISEMENT DEALER OTHER

RELIANCE 13 3 5 5 8 7 3

AIRTEL 14 3 6 16 11 4 2

Q3- Which celebrity do you like very much in Airtel?

34

Fig 3 shows that in Airtel Shahrukh is more liked by people as compared to other celebrities.

S.NO a) b) c) d)

CATEGORY Sachin Shahrukh Kareena A R Rehman

AIRTEL 13 21 13 9

Q4- Are you aware of the following details relating in your connection?

RELIANCE

35

Fig 4 shows that most of the people are aware about the details given in Reliance connection S.NO a) b) c) d) CATEGORY schemes balance of talk charges periodical offers call waiting and call divert options aware 23 23 15 24 Neutral 16 15 21 17 Unaware 5 6 7 3

AIRTEL

36

Fig shows that most of the people are aware about the details given in the Airtel connection.

S.NO a) b) c) d)

CATEGORY schemes balance of talk charges periodical offers call waiting and call divert options

Aware 36 27 31 32

Neutral 15 20 15 16

Unaware 5 15 10 4

Q5- Which type of scheme is most preferable by you?

37

Fig5 shows that in both Airtel and reliance people prefer prepaid connection as compared to post paid connection S.N.O a) b) Category prepaid postpaid Reliance 26 18 Airtel 32 24

Q6- Did you like the lifetime jaadu pack of RELIANCE which offers you to that if you recharge your phone with Rs. 144 you will get all local calls at Rs. 60 p/m and S.T.D call Rs.1.2p/m? 38

Fig6 shows that 57% reliance users liked the scheme of lifetime jaadu pack.

S.N.O a) b)

Category yes no

Reliance 25 19

Q7- Did you like the unlimited calling plan of Reliance which offers you to talk unlimited Reliance to reliance for 30 days?

39

Fig.7 shows that 73 % of reliance users like the unlimited calling plan S.N.O a) b) Category yes no Reliance 32 12

Q8- Which operator will you prefer for lifetime validity services?

40

Fig. 8 shows that Airtel operator will less prefer for lifetime validity services in comparison to Reliance

S.N.O a) b)

Category Reliance Airtel

Total 51 49

Q 9. Which factors influenced you to decide your cell phones services?

41

Fig. no.9 shows that customer care services influenced more to decide us to choose our cell phone services.

S.N. 0 a) b) c) d) e) f)

Category Deposit amount Brand image Availability Credit facility for your connection Customer care services Service charge

Airtel 6 12 10 7 18 3

Reliance 3 7 11 5 11 7

Q10- In Airtel connection you can pay bills and transfer money from your mobile you like the services? 42

Fig 10 shows that 75% people like the service but on the other hand 25% people do not like the service.

S.N.O a) b)

Category yes no

Airtel 42 14

Q11- What is your opinion about call charges?

43

Fig 11 shows that Airtel is more expensive than Reliance.

S.N.O a) b)

Category Expensive Inexpensive

Airtel 28 28

Reliance 20 24

Q12- How do you feel about the scheme offered in airtel/reliance?

44

Fig 12 shows that scheme offered by Airtel are more preferred by people than Reliance.

S.N. O a) b) c)

Category Satisfied High satisfied Dissatisfied

Airtel 37 13 5

Reliance 28 8 8

Q13- Are you satisfied with the network coverage of your connection?

45

Fig 13 shows that network coverage of Airtel is more preferred by people than Reliance.
S.N.O a) b) c) Category Satisfied High satisfied Dissatisfied Airtel 36 18 2 Reliance 33 6 5

Q14- Are you satisfied with the SMS services provided by your connection?

46

Fig 14. Shows that SMS service of Airtel is more preferred by people than Reliance.

S.N.O a) b)

Category yes no

Airtel 46 10

Reliance 41 3

Q15- Which type of advertisement you most like in your connection?

47

Fig.15. Showing result that 40% of audio visual advertisements are liked by people in Airtel and 28% of audio visual advertisements are liked by people in Reliance but on the other hand 16% of people like print and audio in Airtel as well as Reliance.

S.NO. a) b) c)

Category Audio Visual Print Audio

Airtel 40 10 6

Reliance 28 12 4

Q16- Have you take benefits of schemes offered by airtel/reliance?

48

R e lianc e

A irte l

Ye s a)

No b)

Fig.16. Showing result that out of 100 people 46% of people had taken benefits of Airtel but 10% people did not like its schemes but on the other hand 30% of people had taken benefits of Reliance but 14% of people did not like its schemes

S.NO. a) b)

Category Yes No

Airtel 46 10

Reliance 30 14

Q17- Do you like the GSM service of Reliance?

49

Fig 17 shows that 68% reliance users liked the GSM service

S.N.O a) b)

Category yes no

Reliance 30 14

Q18 - Satisfaction about the particular cell phone service provider?

50

RELIANCE
30 25 20 15 10 5 0 Highly Satisfaction Satisfaction Non Satisfaction a) Price b) Performance c) Capicity d) After Sale Service e) Easy f) Schemes g) Various Facilities h) Periodic Offers i) Modes of Payment j) Outgoing Call Charges

Fig.18. Shows that Reliance users are satisfied with the performance of cell phone service provider.

Non S.NO. a) b) c) d) e) f) g) h) i) j) Category Price Performance Capicity After Sale Service Easy Schemes Various Facilities Periodic Offers Modes of Payment Outgoing Call Charges Highly Satisfaction 16 12 14 16 16 13 15 15 19 18 Satisfaction 12 29 27 17 23 19 20 20 20 23 Satisfaction 16 3 3 7 5 12 9 9 5 4

51

A IR T E L
40 35 30 25 20 15 10 5 0 H ig h ly S a tis fa c t io n a t is fa c tio n N o n S a tis fa c t io n S a ) P ric e b ) P e rfo rm a n c e c ) C a p ic ity d ) A fte r S a le S e rvic e e) E as y f) S c h e m e s g ) V a rio u s F a c ilitie s h ) P e rio d ic O ffe rs i) M o d e s o f P a y m e n t j) O u tg o in g C a ll C h a rg e s

Fig.18.Shows that Airtel users is Highly satisfied with the capacity of the cell phone service provider

Non S.NO. a) b) c) d) e) f) g) h) i) j) Category Price Performance Capacity After Sale Service Easy Schemes Various Facilities Periodic Offers Modes of Payment Outgoing Call Charges Highly Satisfaction 30 10 40 14 34 30 26 11 23 6 Satisfaction 5 30 6 16 20 20 30 25 20 25 Satisfaction 20 16 10 21 2 6 0 20 18 30

CONCLUSION AND FINDINGS

As per survey, 56% of people prefer Airtel and 44% of people prefer Reliance. 52

As per survey, people are more influenced by family members to buy Airtel As per survey, Shahrukh is more preferred by people due to his popularity. As per survey, people prefer prepaid connection because they are convenient to As per survey, JAADU pack of Reliance is preferred by people as it enables As per survey, Unlimited calling plan of Reliance is more preferred by people as As per survey, Reliance lifetime validity service is more preferred by people As per survey, customer care service is the main factor which influenced people As per survey, maximum people like this service of airtel which provide paying

connection as they are most near and dear.

use and they are cheaper than postpaid connection. people to get cheaper call rates. it enables unlimited talktime from reliance to reliance. because they are providing lifetime validity at cheaper rates. to buy Airtel connection because it enables people to solve their queries easily. bills and transferring money directly from their mobile because it is convenient and saves time of people. As per survey, Airtel call charges found expensive than Reliance because in Airtel As per survey, people feel satisfied about the scheme provided by Airtel than As per survey, people using Airtel connection are satisfied with their network As per survey, SMS survey of Airtel is preferred over Reliance. As per survey, people like audio visual advertisement in Airtel connection than As per survey, people take benefits of schemes offered by Airtel connection over local calls and STD calls are costlier than Reliance connection. Reliance. coverage than Reliance.

Reliance. Reliance because they are periodical.

53

As per survey, most of the people like the GSM service of Reliance because it As per survey, people using Airtel conncetion are highly satisfied with the

enables people to access their GSM sim in anyother handset. capacity of their connection and people using Reliance connection are satisfied with the performance of their connection.

RECOMMENDATION
54

By virtue of its connectivity and advertising strategy Airtel is successful in grabing the highest . Market share in India, but there are still some recommendation from my study part of view Airtel /Reliance makes its network service more strategy then other service provider to dominate the market in future too. Airtel should introduce cheaper recharge card than the other because its competitor Reliance had introduced it. Reliance should sign more celebrity from cricket and bollywood to promote their connection and services.

ANNEXURE

55

QUESTIONAIRE

Name Address Occupations A) Business B) Professional C) Employee D) Home maker E) Student F) Others

Cellular service used

1) Which cell phone service provider do you possess? a) Airtel b)Reliance 2) Who influenced you to buy the particulars cell phone service provides? a) Family members b) Neighbours c) Relations d) Friends e) Advertisement f) Dealer g) Other 3) Which celebrity do you like very much in AIRTEL? a) Sachin 56

b) Shahrukh c) Kareena d) A.R Rehman 4) Are you aware of the following details relating in your connection? AWARE a)Scheme b)Balance of talks charges c)Periodical offers d)Call waiting & Call divert options 5) Which type of scheme is most preferable by you? a) Prepaid b) Postpaid 6) Did you like the lifetime jaadupack of RELIANCE which offers you to that if you recharge you phone with Rs 144 you will get all local calls at Rs 60 p/m & STD call Rs 1.2p/m? a) Yes b) No 7) Did you like the unlimited calling plan of RELIANCE which offers you to talk unlimited RELIANCE to RELIANCE for 30 days? NEUTRAL UNAWARE

57

a) yes b) No 8) Which operator will you prefer for lifetime validity services? a) Reliance offers Rs 67, 97, 199 for lifetime validity. b) Airtel offers Rs 149 for lifetime 9) Which factors influenced you to decide your cell phones service? a) Deposit amount b) Brand image c) Availability d) Credit facility for your connection e) Customer care services f) Service charge 10) In Airtel connection you can pay bills & transfer money from your mobile you like the services? a) Yes b) No 11) What is your opinion about call a) b) charges? Expensive Inexpensive

12) How do you feel about the scheme offered in AIRTEL/RELIANCE?

58

a) High satisfied b) Dissatisfied 13) Are you satisfied with the network coverage of your connection? a) Satisfied b) High satisfied c) Dissatisfied 14) Are you satisfied with the SMS services provided by your connection? a) Yes b) No

15) Which type of advertisement you most like in your connection? a) Audio visual b) Print c) Audio 16) Have you take benefits of schemes offered by airtel/ reliance? d) Yes e) No

17) Do you like the GSM service of reliance?

59

a. Yes b. No

18) Satisfaction about the particular cell phone service provider? Highly Satisfaction a)Price b)Performance c)Capacity d)After sale service e)Easy f)Schemes g)Various facilities h)Periodic offers i)Modes of payment j) Outgoing call charges Satisfaction Non Satisfaction

BIBLIOGRAPHY

60

BOOKS Marketing Research Research Methodology Principles of Marketing

AUTHOR G. C. Beri C. R. Kothari

PUBLISHER Tata Mc Graw Hill Publishing Co. Ltd. New Age International Pvt. Ltd. Asoke K. Ghosh, Prentise Hall Of India Pvt. Ltd.

EDITION 3rd Edition 2nd Edition

Philip Kotler

12th Edition

http://en.wikipedia.org thtp://www.google.com

http://www.airtel.in http://www.reliance.com Other Marketing research related sites.

61