CENTRAL INDIA INSTITUTE OF TECHNOLOGY, INDORE

MAJOR RESEARCH PROJECT Synopsis on

A STUDY OF MARKETING STRATEGIES ON AIRTEL

AFTER MOBILE NUMBER PORTABILITY

MBA (2009-2011)

Submitted To: Dr. KARUNA JAIN

Submitted By: SURYA NARAYAN PANDEY MBA (2009-11)

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TABLE OF CONTENTS

1. INTRODUCTION 2. REVIEW OF LITERATURE 3. RATIONAL OF THE STUDY 4. OBJECTIVES OF THE STUDY 5. RESEARCH METHODLOGY
The Study The Sample Tools for Data Collection Tools for Data Analysis

3 4 6 7 8

8. REFERENCES

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INTRODUCTION
The telecom industry is one of the fastest growing industries in India. India has nearly 200 million telephone lines making it the third largest network in the world after China and USA. With a growth rate of 45%, Indian telecom industry has the highest growth rate in the world. History of Indian Telecommunications started in 1851 when the first operational land lines were laid by the government near Calcutta (seat of British power). Telephone services were introduced in India in 1881. In 1883 telephone services were merged with the postal system. Indian Radio Telegraph Company (IRT) was formed in 1923. After independence in 1947, all the foreign telecommunication companies were nationalized to form the Posts, Telephone and Telegraph (PTT), a monopoly run by the government's Ministry of Communications. Telecom sector was considered as a strategic service and the government considered it best to bring under state's control. Telecommunication sector in India can be divided into two segments: Fixed Service Provider (FSPs), and Cellular Services. 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 per cent of revenues from basic services. Private sector services are presently available in selective urban areas, and collectively account for less than 5 per cent 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. It is getting effective from 20th Jan 2011 which is really good news for all the people who are fed of their existing cell phone signal providers, as they will be able to switch to a better cell phone signal provider at a minimal fees of just 19 INR [ Indian Rupees ] along with the application form and required documents

REVIEW OF LITERATURE
"Marketing" is an instructive business domain that serves to inform and educate target markets about the value and competitive advantage of a company and its products. Value is worth derived by the customer from owning and using the product. Competitive Advantage is a depiction that the company or its products are each doing something better than their competition in a way that could benefit the customer. Marketing is focused on the task of conveying pertinent company and product related information to specific customers, and there are a multitude of decisions (strategies) to be made within the marketing domain regarding what information to deliver, how much information to deliver, to whom to deliver, how to deliver, when to deliver, and where to deliver. Once the decisions are made, there are numerous ways (tactics) and processes that could be employed in support of the selected strategies. As Marketing is often misinterpreted as just advertising or sales, Chris Newton, in what is marketing? (Marketing Help Online, 2008), defined marketing as every strategy and decision made in the following twelve areas: Identifying and quantifying the need in the marketplace Identifying and quantifying the target markets Identifying the optimum cost effective media online and offline - to reach the target markets Reviewing the priorities of the product offering in your overall product mix matrix Identifying and developing the most effective distribution channels, be they wholesaler networks, partnering alliances, franchising, or any number of conduits to the market. Testing different ways of packaging the concepts or products to find their most 'easyto-sell' form Testing to find the optimum pricing strategies The goal of marketing is to build and maintain a preference for a company and its products within the target markets. The goal of any business is to build mutually profitable and sustainable relationships with its customers. While all business domains are responsible for accomplishing this goal, the marketing domain bears a significant share of the responsibility. Within the larger scope of its definition, marketing is performed through the 4

actions of three coordinated disciplines named: Product Marketing, Corporate Marketing, and Marketing Communications In order to change your mobile phone signal provider without changing your mobile phone number follows the step by step procedure below. 1.First of all you have to SMS the PORT to 1900. 2. After performing the first step you will receive a unique porting number which will help you to Port your number 3. SMS that unique port number to your preferred service provider to port your number to that service provider and let me tell you that unique number is valid for few days. 4. Now your existing operator will check the any dues or any other facts which may be restricting you to port the number. After they clear your number you can change your number to the other desired service provider. 5. Now after this you will receive an SMS from the new service provider which will tell you that date and the time of that porting session. This will be done in the next 4 days after applying for this service. 6. You phone will be dead for 2 hours while the porting is being performed of your mobile number. You will have to spend Rs. 19/- and submit the required documents to the service provider to avail this feature.

RATIONAL OF THE STUDY

Todays there are several mobile companies available in the market different companies provide various services to there customer for better communication as the number of customers increase the customers faces call draws problem, coverage area problems ,low networking so naturals the customers deviated to these companies which provide good networking services with low cost call. The portability helps customers to change the mobile service provider without changing his mobile number. so to retaining the customers is a great challenge for the company outcomes of the study will help us to make strategies how can retain the old customer by providing better service as well as capture the new customer. The study will also help us how to give them better service as comparisons to there rival. It also helps to make a market strategy for better communication services. Rajan Mathews, Director General, Cellular Operators Association of India, COAI: You can use number portability for any post-paid as well as prepaid number. In case of a post-paid number, there shouldn't be any dues. For a prepaid number, carry forward of any balance to the new service provider is not permitted.

OBJECTIVES OF THE STUDY

Objectives: To understand the various Marketing Strategies which Airtel has adopted to survive in highly competitive cell phone industry. .To study the lucrative scheme adopted by Airtel to attract the customer of other service provider under Mobile Number Portability.

RESEARCH METHODOLOGY
The methodology adopted for this project is exploratory in nature since there is no hypothesis that has to be tested. The conclusions have been drawn by exploratory research work. The Study First I will review the existing literature concerned with how Airtel keeps hold of its market because of its great marketing strategies. Once I am through with the subject I will have a better understanding of it. A thorough research will be conducted among the executives in the company. The primary as well as secondary data collection method will be used in this research. The Sample: I have met retailers of the Airtel of the company and have been able to get first hand information sample of the data regarding the product, its features and the buying patterns of the product. Secondary source has played a vital role to play in this report. A good amount of data has been collected from various published articles and reports found in magazines and journals. Tools For data collection: Primary Data: Primary data will be collected by structured interviews. Executives will be interviewed with the help of questionnaire. I will be interviewing Airtel employees. The questionnaire will be close ended question. Analyzing quantitative data will be presented with the help of bar graphs and charts. Quantitative data can also be analyzed through statistical tools eg sorting your data into categories and locating subset of these of these data according to its criteria. Secondary Data: The secondary data in this research will be collected through news articles, journals, magazine, peer reviews and published databases. A comprehensive of the collected data will be presented with the help of tables, charts and graphs. Sample Size: 1. 10 managerial employees. 7

2. 10 dealers. Sampling Area: Company executives who have good knowledge about marketing strategy of the company Tools for Data Analysis: Descriptive analysis & evaluative analysis tools use for the data analysis. The analysis of data marketing strategy of Airtel, it refers to the complete analysis of all the elements present in the population

REFERENCES
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 Bernard J. T. Mallinder. Specification Methodology Applied to the GSM System. In EUROCON 88, June 2005. Seshadri Mohan and Ravi Jain. Two User Location Strategies for Personal Communication Services. IEEE Personal Communications. 1(1), 1994. Moe Rahnema. Overview of the GSM System and Protocol Architecture. IEEE Communications Magazine. April 1993. C. Watson. Radio Equipment for GSM. In D.M. Balston and R.C.V Macario, editors, Cellular Radio Systems, Artech House, Boston, 1993. Vodafone Airtel TATA (Docomo, Indicom) Reliance Idea www.airtel.com www.google.com