SYNOPSIS REPORT

SUBMITTED BY
NAME

ABHISHEK KHANDELWAL

College Roll No. :

13MIAXX601

Class & Branch

MBA 4th SEM.

Session

2013-2015

SUBMITTED TO
MS. VIBHA SHARMA
(Faculty Department of Management Studies)

INSTITUTE OF ENGINEERING & TECHNOLOGY,

ALWAR (RAJ.)

PREFACE
A determination to succeed is the only way to succeed. For this, it is very important that all
knowledge, which we have, should be translated into action. It is only then that we can achieve
something. Project work is the way to convert our raw talent into potential management.
Classroom knowledge can only then be efficient when it is effectively wedded to the realities of
the situation existing outside the classroom. In this project work place an important role. In this
regard, I was given a project entitled STUDY ON COMPARATIVE MARKETING
STRATEGY OF VODAFONE AND AIRTEL

INTRODUCTION TO THE INDUSTRY

Indian Telecom Industry can be divided into two segments: Fixed Service Provider (FSPs), and
Cellular Services. The Indian Fixed line services consist of basic services, national or domestic long
distance and international long distance services. The state operators (BSNL and MTNL), account for
almost 90 % of revenues from basic services. In selective urban areas the Private sector services are
presently available which collectively account for less than 5 % of subscriptions. However, private
services focus on the business/corporate sector, and offer reliable, high- end services, such as leased
lines, ISDN, closed user group and videoconferencing. India's telecommunication network is the
second largest in the world based on the total number of telephone users (both fixed and mobile
phone). It has one of the lowest call tariffs in the world enabled by the mega telephone networks and
hyper-competition among them. It has the world's third-largest Internet user-base.

COMPANY PROFILE
Airtel
Bharti

Airtel

Limited,

commonly

known

as Airtel,

is

an

Indian

multinational

telecommunications services company headquartered in New Delhi, India. 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 subscribers. Bharti Airtel owns the Airtel brand and provides the
following sevices 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 (Telecommunications Consulting for corporates).

Vodafone
Vodafone India Limited, formerly Vodafone Essar Limited, is the second largest mobile network
operatorin India after Airtel by subscriber base. Vodafone, previously is a Hutchhison Essar in
cellular operator India that covers 16 telecom circles in India.
Despite the official name being Vodafone Essar, its products are simply

branded Vodafone. It

offers both prepaid and postpaid GSM cellular phone coverage throughout India and is especially
strong in the major metros.

INTRODUCTION TO THE TOPIC

Marketing strategy is defined as a process that can allow an organization to concentrate its resources
on the optimal opportunities with the goals of increasing sales and achieving a sustainable
competitive. Marketing strategy includes all basic and long-term activities in the field of marketing
that deal with the analysis of the strategic initial situation of a company and the formulation,
evaluation and selection of market-oriented strategies and therefore contribute to the goals of the
company and its marketing objectives.

The Marketing Strategy Process

1. Understand Your Customer
2. Analyze the Market
3. Analyze the Competition
4. Research Distribution Channels
5. Define Your Marketing Mix
6. Analyze the Financials
7. Review and Revise

RESEARCH METHODOLOGY
Sample Size
100 respondents

Primary and Secondary Data

Primary data was collected using the following techniques

Questionnaire Method
Direct Interview Method and
Observation Method

The main tool used was, the questionnaire method.

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

COMPANYS INTERNET SITE

SOMEOTHER RELEVANT STUDY MATERIAL AND WEBSITES

REVIEW OF LITERATURE
Marketing is the process by which companies create customer interest in goods or services. It
generates the strategy that underlies sales techniques, business communication, and business

developments. It is an integrated process through which companies build strong customer

relationships and create value for their customers and for themselves.
Marketing is used to identify the customer, to satisfy the customer, and to keep the customer. With
the customer as the focus of its activities, it can be concluded that marketing management is one of
the major components of business management. Marketing evolved to meet the stasis in developing
new markets caused by mature markets and overcapacities in the last centuries. The adoption of
marketing strategies requires businesses to shift their focus from production to the perceived needs
and wants of their customers as the means of staying profitable.
The term marketing concept holds that achieving organizational goals depends on knowing the needs
and wants of target markets and delivering the desired satisfactions. It proposes that in order to
satisfy its organizational objectives, an organization should anticipate the needs and wants of
consumers and satisfy these more effectively than competitors.
Marketing is a very important activity for the organisation. In marketing a lot of sub activities are
performed. Marketing includes the activities like identification of demand, research, market
segmentation, product development, launching of products, modification of products, deletion of
products, product design, pricing, different types of pricing, promotion of products and services, sales
promotion, personal selling, publicity, public relations, adverting, distribution of products and
services, consumer behaviour, internal and international market coverage, branding, packaging,
labelling and many other activities. It is very difficult to have clear idea regarding marketing
activities. For easy understanding and proper planning of activities, the marketing activities are
divided into four areas for products. These are product, pricing, promotion and placement. For
services the groups include product, price, promotion, placement, people, process and physical
evidence. In the research study the topic is related to promotion of products. The focus is there on
promotional activities of the products in telecommunication sector in India and mainly sales
promotion strategies of the companies dealing in telecommunication products in the markets. Every
company is interested to market its products or services to earn its profit. For this promotion the
awareness is to be created among the customers. Without creating awareness the customers would
not come to know about the company existence in the markets, products and services they produced
and features of their products and services. The messages regarding the products, company, features
of their products and services are to be communicated by using different promotion methods. One of

the methods is sales promotion and it covers the scope of the study.

FACT AND FINDING

PROBLEM AND SUGGESTION

CONCLUSION

BIBLIOGRAPHY
1. Ahuja, G., & Lampert, C. M. (2001). Entrepreneurship in the large corporation: a
longitudinal study of how established firms create breakthrough inventions. Strategic
Management Journal, 22, 521543.
2. Armstrong, J. S., & Schultz, R. L. (1992). Principles involving marketing policies: an
empirical assessment. Marketing Letters, 4 (3), 253265.
3. Bagozzi, R. P. (1975). Marketing as exchange. Journal of Marketing, 39(4), 3239.
4. Boulding, W., & Staelin, R. (1995). Identifying generalizable effects of strategic actions on
firm performance: the case of demand-side returns to R&D spending. Marketing Science,
Special Issue on Empirical Generalizations in Marketing, 14 (3, Part 2 of 2), G222G236.
5. Brown, J. R., & Dant, R. P. (2009). The theoretical domains of retailing research: a
retrospective. Journal of Retailing, 85(2), 113128.\

QUESTIONNAIRES
.Q.1 Do you use mobile ?

Yes
No

Q.2 which mobile company services you are using now a days?

Airtel
Vodafone
Reliance
Tata Indicom
Idea
Other

Q. 3 Among them, which Brand you, prefer most?

Airtel
Vodafone
Reliance
Tata Indicom
Idea
Other

Q.4 How long you have been using this Product?

0-2 Years
2-5 Years
5-10 Years
More than 10 years

Q.5 Are you using other product instead of Airtel?

Yes
No

Q.6 how would you rate the experience with Brand?

Excellent

Good

Average

Below Average

Airtel
Vodafone
Reliance
Tata Indicom

Q.7 Do you collect any information search before making purchase?

Yes
No

Q.8 If yes, which sources are used?

Magazines
Dealers
Sales Executives
Any others

Q.9 What are the features you look for in a product before making purchase decision? Give

preferences (1-Highest, 6- least)

Brand credibility
Price and Discount
After sales services and network
Value for money

Q.10. Which of these marketing / sales schemes attracts you while purchasing any connection?

Good Network
Discount scheme
Service package
Any other