NEED OF THE STUDY:

1. To identify the difference between market performance of Airtel

industry and Reliance

2.To study the market of Airtel Industry and Reliance on

big scale sector

3.To compare various parameters of marketing strategies,

manufacturing process,technology adopted, production

policy, advertising, collaboration, export scenario, future prospect for the

two companies and government policies.

4. To study the level of customer satisfaction in Airtel & Reliance

5. To study customer buying behavior and factors which influencethe purchasedecision

process.

6.To study consumer preferences.

7.To study the consumer trend in telecommunication sector.

8.To study competitive marketing strategies adopted by Airtel and

Reliance Infocomm
OBJECTIVE OF THE STUDY:
Every organization has to achieve its organization goals. For this it is very
essential for an organization to know about the view of consumers and
their competitive products. This survey research may be also aimed as to
estimate potential buyer for the product. The objective of the study is as
under:-

.1To know about customer acceptance of the product

. 2 To suggest the steps for the sales promotion of the product

.3 To study the requirement regarding to the future of the product

. 4 To analysis the consumer perception about the quality of the services

. 5 To find out solution of customers problems.

.6 To know how the company has been successful in encountering the

Scope of the study:

# To conduct this research the target population was the mobile

users, Who are using GSM technology.
# Target geographic area. Sample size of 50 was taken.
# To these 50 people a questionnaire was given, the questionnaire
was a combination of both open ended and closed ended
questions.
# 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.

FUTURE TRENDS AND DEVELOPMENT:

There will be more competition, forcing operators to constantly
focus on differentiations to maintain their lead.

• The implementation of enhanced networks like 4G will

enable operators to offer data services. This is an opportunity
to customize and differentiate better

• The entry of state-run operators like BSNL and BHARTI

means that prices will no longer be controlled, thus there is
less chance of a cartel being formed.
• Network coverage in terms of geographic spread and quality
of coverage is crucial especially for the business subscriber.

• The bigger the service provider's national presence, the better

it is for businesses. On the roaming front, signing up with a
national operator is advantageous.

• Limited mobility wireless in local-loop services (by fixed

network service providers) will be a disadvantage for cellularoperators in the

short term. Consequently, operators need tostreamline their customer relation

activities and adoptaggressive subscriber acquisition and retention strategies.

1.4 REGULATORY ISSUES:

The operations of this sector are determined as under the IndianTelegraph Act of

1885. A document buried in the sands of time. Thenext major policy document,

which was produced, was the NationalTelecom Policy of 1994, a consequence of

the on going process ofliberalization.

851-------First telephones in India
1943--------Nationalization of telephone companies
1985-------DoT was created
1986------Creation of BHARTI and VSNL
1991--------Telecom equipment liberalized
1994---------Licenses for paging
1994--------Telecom policy announced
September 1994----Guidelines for private sector participation in
basic services
November 1994---------Cellular licenses issued for metros
December 1994-------Tenders for cellular licenses in 19 cities apart
from 4 metros
January 1995-------Tenders for 2nd operator in basic services apar
rom DoT on circle basis.
August 1995---------VSNL launches Internet services
January 1996------TRAI formed
November 1998------Internet policy announced

Why comparison with Reliance ?

■Bharti Airtel is the leader in telecommunication sector.

■Bharti Airtel holds the lion share of market of communication sector.

■However, Reliance has been giving tough competition to Bharti Airtel.

■Reliance Infocomm is the second largest player and share holder in

Communication sector.
■Since its launch Reliance info. has been adopting aggressive marketing
Strategies.
■The comparison shows how reliance info. Captured 22% market share in
One month of its first launch of postpaid subscription in 2002.AD
• with a different technology cdma Reliance creates it own market.
■Reliance Info. todaydealsin every business of communication sector.
makingand changing the strategies to capture the market shares
Brand positioning by Bharti Airtel:

Market segmentation

Geographical segment (metropolitans & cities India)

Demographic segment - middle income groups

People age group of 20 to 28 year

Target marketing
People living cities and towns.

Poor and middle income groups.

Youngsters in big cities.

Businessmen
Positioning
Creating brands (Sharukh khan & Sachin Tendulker)
Ads and promotio

Marketing mix
Price : low price strategy
Place : maximum outlets and service centers
Product : verities available for various groups
Promotion: various schemes for pre-paid and post-paid

MAR KETING STRATEGIES OF RELIANCE INDIA

MOBILE.(RIM):
Rim target the rural India The main targeted customers of Rim are from rural
India. By offering cheap and light mobile sets Rim attracts most of the customers
Of small villages and towns. Offering cheap handsets Rim offers cheap and free
connections to all costumers. The cost for Rs-700\set and onward.
Free support and services In every district and big towns rim opens its service
centers to provide better support and services. Strong logistics and supply chain
Rim has a strong logistic and supply all over India. In every small town the
potential costumers can easily purchase the rim Targeting youngsters in
metropolitans Rim attracts youngsters by offering colorful handset at
very low prices
Brand positioning by Rim:

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
Creating brands
Ads and promotions
Marketing mix

Price : low price strategy

Place : maximum outlets and service centers
Product : verities available for various groups
Promotion: various schemes for pre-paid and post-paid

Schemes started by RIM

-
Smart Office - Call charges
Effective Rate/Min - 24 hrs)
Plan name
Plan
1000
Plan
1500
Plan
2000
Monthly Plan Charge (Rs.)
1000
1500
2000
Free Calls Worth (Rs.)
1000
1500
2000
Rate per Call Unit# (Rs./Pulse)
1.00
0.90
0.85
Refundable Deposit for ILD
(Rs.)
1000
1000
1000
Call unit
Length(Pulse
)(Sec.)
Plan 1000
@ Re. 1.00 /
Pulse
Plan 1500
@ Rs. 0.90 /
Pulse
Plan 2000 @
Rs. 0.85 /
Pulse
Calls to Fixed
lines
Local
Calls
(including
Intra-
circle < 50
kms)
180
0.33
0.30
0.28
Intra-circle
> 50 kms
60
1.00
0.90
0.85
Inter-
circle
0-
50
kms
90
0.67
0.60
0.57
> 50
kms
30
2.00
1.80
1.70
Calls to RIM
Intra-circle
120
0.50
0.45
0.43
Inter-circle
60
1.00
0.90
0.85
Calls to other
mobiles
Intra-circle
60
1.00
0.90
0.85
Inter-circle
30
2.00
1.80
1.70