Description
it includes objective, research methodology,analysis, finding ,and limitation etc
A RESEARCH PROJECT ON
“MARKETING STRATEGIES OF AIRTEL AND IDEA”
(SUBMITTED IN THE PARTIAL FULFILLMENT FOR THE AWARD OF BACHOLARS OF BUSINESS ADMINISTRATION)
UNDER THE GUIDANCE OF: BY:
SUBMITTED
Mr. JITIN SEHGAL
BBA F"$u%&y
Piyu ! J"i#
BBA '()*+ +'*',+'*-
N.C COLLEGE OF ENGINEERING. ISRANA (KURUKSHETRA UNI/ERSIT0. KURUKSHETRA)
CONTENTS
• • • • • • • • • • • • •
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2
DECLARATION
I PIYUSH JAIN, B.B.A., 2 nd year of my college A.I.M.C.S , ere!y declare " a" f#nal $ro%ec" re$or" en"#"led &Mar'e"#ng ("ra"egy of AI)TE* +(. I,EA- #( an or#g#nal .or' and " e (ame a( no" !een
(/!m#""ed "o any o" er #n("#"/"e for a.ard of any o" er degree.
A (em#nar $re(en"a"#on of " e "ra#n#ng re$or" .a( made on " e da"e 000000000000000 and (/gge("#on( a( a$$ro+ed !y " e fac/l"y .ere d/ly #ncor$ora"ed.
PIYUSH JAIN
1
PREFACE
A de"erm#na"#on "o (/cceed #( " e only .ay "o (/cceed. 2or " #(, #" #( +ery #m$or"an" " a" all 'no.ledge, . #c .e a+e, ( o/ld !e "ran(la"ed #n"o ac"#on. I" #( only " en " a" .e can ac #e+e (ome" #ng. Pro%ec" .or' #( " e .ay "o con+er" o/r ra. "alen" #n"o $o"en"#al managemen". Cla((room 'no.ledge can only " en !e eff#c#en" . en #" #( effec"#+ely .edded "o " e real#"#e( of " e (#"/a"#on e3#("#ng o/"(#de " e cla((room. In " #( $ro%ec" .or' $lace an #m$or"an" role. In " #( regard, I .a( g#+en a $ro%ec" en"#"led “MARKETING STRATEG0 OF AIRTEL AND IDEA”
4
ACKNOWLEDGEMENT
S/cce(( #( no" !ro/g " #n er#"ed. I" #( a $rod/c" of . a" .e $/" #n. S/cce(( !eg#n( .#" a good feel#ng a!o/" . ere .e are and a $o(#"#+e a""#"/de a!o/" . ere .e .an" "o !e. 5#" " #( .#ll#ngne((, I a+e ("ar"ed " #( $ro%ec". 2#r(" of all, I .o/ld l#'e "o " an' "o " e (/$reme $o.er, " e alm#g "y god, . o a( al.ay( g/#ded me "o .or' on " e r#g " "rac' of my l#fe and a( al.ay( !le((ed me .#" and enco/ragemen". Ne3" come( a $er(on, .#" o/" . o(e g/#dance and enco/ragemen", " #( $ro%ec" re$or" .o/ld no" a+e !een (/cce((f/l. So, I .o/ld l#'e "o e3$re(( my gra"#"/de "o.ard( M(. P/%a Mann, HO,, N.C.College of Eng#neer#ng, I(rana. #( !le((#ng !y g#+#ng me " e !e(". Ne3" "o #m are my $aren"(, . om I am grea"ly #nde!"ed for a+#ng me !ro/g " /$ .#" lo+e
PIYUSH JAIN
6
E?ECUTI/E SUMMAR0 Fir & 28 "%% 34 !";4 &2 1#23 &!4 74"#i#6 28 r4 4"r$!. r4 4"r$! i i#$r4" i#6 &!4 1#23%4564 i# 4=i &i#6 1#23%4564 2r 34 $"# "y &!"& 4"r$! 82r #43 i54" . S2. I "7 &"1i#6 2u& 7y r4 4"r$! &2 8i#5 2u& &!4 <4r$4<&i2# 28 &!4 $2# u74r &23"r5 5i884r4#& $4%%u%"r 4r;i$4 . I <r4<"r45 7y @u4 &i2##"ir4 "#5 r4$2r5 &!4 r4 <2# 4 28 $2# u74r .
T e $re(en"ed re$or" #( an effor" "o f#nd (ol/"#on for " e $re(en" day Pro!lem #n " e cell/lar (er+#ce $ro+#der(. 5 ere " e Com$any #n"ere("ed "o f#nd o/" " e (ol/"#on for " e fac" " a" !e#ng a AI)TE* " e N/m!er one #n " e cell/lar (er+#ce $ro+#der I $ro$o(ed " em "o /nder"a'e a S"ra"eg#c Mar'e" )e(earc . ere .e
.o/ld )ead " e Mar'e" $erce$"#on of " e AI)TE* and I,EA . S"ar"#ng .#" " e )e"a#ler7( $erce$"#on and " en " e Com$any7( Perce$"#on and f#nally C/("omer7( $erce$"#on. 5e a+e $re(en"ed " #( )e(earc ("/dy .#" re($ec" "o " ree d#fferen" Area( .#" Parame"er(. d#fferen" (am$le( (#8e and com$le"ely d#fferen" (e" of re($on(e
T e (am$l#ng "ec n#9/e /(ed #n all " e " ree ($ ere( of )e(earc #( E3$lora"ory. T e da"a collec"ed /nder all " e " ree d#("#nc" $erce$"#on $o#n" #( com$le"ely
:
$r#mary da"a a( I .a( " e $r#ma fa(c#a for " e(e( re($on(e(. Pr#mary da"a are collec"ed "a'#ng " e +#e. of con(/mer( "o.ard( " e(e cell/lar (er+#ce(. And
(econdary da"a al(o collec"ed from " e (econdary (o/rce( l#'e " e c/("omer care (er+#ce(, !/(#ne(( maga8#ne(.
A( a re(/l" of " #( re(earc I a+e (ee " e loo(e $ool( of " e com$any "o mod#fy " e#r ("ra"egy a" cer"a#n $o#n"( .#" re($ec" "o all " e " ree $erce$"#on node(. In " e )e"a#ler7( $erce$"#on (egmen" I a+e (/gge("ed " e Com$any "o #ncrea(e " e n/m!er of +#(#"( a" re"a#ler o/"le" and !oo(" " e re"a#ler .#" emo"#onal (/$$or" and conf#dence. In Com$any7 $erce$"#on I (/gge("ed " em "o #m$ro+e " e cell/lar (er+#ce( and #n"rod/ce (ome ne. (c eme( "o con(/mer( .#" a""rac"#ng (c eme( . #c ( o/ld !e a+a#la!le a" dealer(. c/("omer
;
INTRODUCTION TO COMPAN0
Today " e "ele comm/n#ca"#on (ec"or #( +ery #m$or"an" #n IN,IA. T ere #( +ery "o/g com$e"#"#on !e".een +ar#o/( com$an#e(. No. a day7( "elecomm/n#ca"#on com$an#e( offer#ng +ar#o/( $lan( or !enef#"( "o c/("omer( "o o/"("and " e com$e"#"#on #n " e mar'e". So, " e "elecomm/n#ca"#on #nd/("ry, #n a .ay, crea"e( em$loymen" for $eo$le. So, I am com$an#e( on " e con(/mer(. Af"er " e l#!eral#8a"#on of " e Ind#an Telecom Sec"or #n <==4, " e Ind#an cell/lar mar'e" .#"ne((ed a (/rge #n cell/lar (er+#ce(. By 2>>6, " ere .ere a "o"al of <2 $layer( #n " e mar'e" .#" " e f#+e ma%or $layer( !e#ng B ar"# Tele?@en"/re( ere "o ("/dy " e mar'e"#ng ("ra"egy of
*#m#"ed AB ar"#B, B ara" Sanc ar N#gam *#m#"ed ABSN*B, H/"c #n(on?E((ar l#m#"ed AH/"c B, Idea Cell/lar l#m#"ed AIdeaB and )el#ance Ind#a Mo!#le A)IMB, and Ta"a Ind#com. A( com$e"#"#on #n " e "elecom arena #n"en(#f#ed, (er+#ce $ro+#der( "oo' ne. #n#"#a"#+e( "o .oo c/("omer(. Prom#nen" among " e(e .ere ? cele!r#"y endor(emen"(, loyal"y re.ard(, d#(co/n" co/$on(, !/(#ne(( (ol/"#on( and "al' "#me (c eme(. T e mo(" #m$or"an" con(/mer (egmen"( #n " e cell/lar #nd/("ry .ere " e yo/" (egmen" and " e !/(#ne(( cla(( (egmen". T e yo/" (egmen" .a(
C
" e large(" and fa("e(" gro.#ng (egmen" and .a( " erefore "arge"ed mo(" ea+#ly !y cell/lar (er+#ce $ro+#der(. B ar"# Tele?@en"/re( ado$"ed cele!r#"y endor(emen" a( #"( c #ef $romo"#onal ("ra"egy. By 2>>4 #" emerged " e /n$receden"ed leader command#ng " e large(" mar'e" ( are #n " e cell/lar (er+#ce mar'e". H/"c #m$lemen"ed " e cele!r#"y
endor(emen" ("ra"egy $ar"#ally, rely#ng $r#mar#ly on #"( crea"#+e ad+er"#(#ng for " e $romo"#on of #"( !rand. BSN*, on " e o" er " ro/g and, a""rac"ed " e con(/mer
#"( lo. co(" (c eme(. Be#ng a ("a"e o.ned $layer, BSN* co/ld co+er
r/ral area(, and " #( el$ed #" #ncrea(e #"( (/!(cr#!er !a(e. )el#ance .a( ano" er $layer " a" ca( ed on #"( #nno+a"#+e $romo"#onal ("ra"eg#e(, . #c cele!r#"y endor(emen"( and a""rac"#+e "al' "#me (c eme(. Idea rel#ed #"( crea"#+e med#a ad+er"#(#ng (an( cele!r#"#e(. #ncl/ded ea+#ly on
=
AIRTEL
A#r"el come( "o yo/ from B ar"# Tele?@en"/re( *#m#"ed ? a $ar" of " e !#gge(" $r#+a"e #n"egra"ed "elecom conglomera"e, B ar"# En"er$r#(e(. A con(or"#/m of g#an"( #n " e "elecomm/n#ca"#on !/(#ne((. In #"D( (#3 year( of $/r(/#" of grea"er c/("omer (a"#(fac"#on, A#r"el a( redef#ned " e !/(#ne(( " ro/g mar'e"#ng
#nno+a"#on(, con"#n/o/( "ec nolog#cal /$ grada"#on of " e ne".or', #n"rod/c"#on of ne. genera"#on +al/e added (er+#ce( and " e care. B ar"# #( " e lead#ng cell/lar (er+#ce $ro+#der, .#" co+er#ng all 21 "elecom c#rcle( of " e co/n"ry. I" c/("omer(. Cell/lar "ele$ ony .a( #n"rod/ced #n Ind#a d/r#ng " e early <==>(. A" " a" "#me, " ere .ere only ".o ma%or $r#+a"e $layer(, Bharti (Airtel) and Essar (Essar) and !o" " e(e com$an#e( offered only post-paid services . In#"#ally, " e cell/lar an all Ind#a foo"$r#n" #g e(" ("andard of c/("omer
a( o+er <2 m#ll#on (a"#(f#ed
(er+#ce( mar'e" reg#("ered l#m#"ed gro." . Moreo+er, " e(e (er+#ce( .ere mo("ly re("r#c"ed "o " e me"ro(. O" er fac"or( (/c a( lac' of a.arene(( among $eo$le lac' of #nfra("r/c"/ral fac#l#"#e(, lo. ("andard of l#+#ng, and go+ernmen" reg/la"#on( .ere al(o re($on(#!le for " e (lo. gro."
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of cell/lar $ one (er+#ce( #n Ind#a. Al" o/g " e cell/lar (er+#ce( mar'e" #n Ind#a gre. d/r#ng " e la"e <==>( Aa( " e n/m!er of $layer( #ncrea(ed and "ar#ff( and and(e" $r#ce( came do.n (#gn#f#can"lyB " e gro." .a( ra" er marg#nal. T #(
.a( !eca/(e " e cell/lar (er+#ce $ro+#der( offered only $o("?$a#d cell/lar (er+#ce(, . #c .ere ("#ll $erce#+ed "o !e +ery co("ly a( com$ared "o landl#ne
comm/n#ca"#on(. 2ollo.#ng " #( real#8a"#on, " e ma%or cell/lar (er+#ce $ro+#der( #n Ind#a, la/nc ed $re?$a#d cell/lar (er+#ce( #n " e la"e <==>(. T e ma#n $/r$o(e of " e(e (er+#ce( .a( "o "arge" c/("omer( from all (ec"#on( of (oc#e"y A/nl#'e $o("?$a#d (er+#ce(, . #c .ere "arge"ed only a" " e $rem#/m (egmen"B. B!"r&i T4%4,/4#&ur4 #( one of Ind#aD( lead#ng $r#+a"e (ec"or $ro+#der( of "elecomm/n#ca"#on( (er+#ce( !a(ed on an aggrega"e of <6,C44, 1C2 c/("omer( a( of Oc"o!er 1<, 2>>6, con(#("#ng of <4, ;4>, 1:: ESM mo!#le and <, <>4, ><: !road!and F "ele$ one c/("omer( T e !/(#ne((e( a" B ar"# Tele?@en"/re( a+e !een ("r/c"/red #n"o ".o ma#n
("ra"eg#c !/(#ne(( gro/$( ? " e Mobility Leaders !/(#ne(( gro/$ and " e Infotel Leaders !/(#ne(( gro/$. T e Mo!#l#"y !/(#ne(( gro/$ $ro+#de( ESM mo!#le (er+#ce( acro(( Ind#a #n ".en"y?" ree "elecom c#rcle(, . #le " e Infotel !/(#ne(( gro/$ $ro+#de( !road!and F "ele$ one (er+#ce(, long d#("ance (er+#ce( and en"er$r#(e (er+#ce(. All " e(e (er+#ce( are $ro+#ded /nder " e Air&4% !rand. B ar"# En"er$r#(e( a( !een a" " e forefron" of "ec nology and a( re+ol/"#on#8ed "elecomm/n#ca"#on( .#" #"( .orld cla(( $rod/c"( and (er+#ce(. E("a!l#( ed #n
<<
<=;:, B ar"# a( !een a $#oneer#ng force #n " e "elecom (ec"or .#" many f#r("( and #nno+a"#on( "o #"( cred#". B ar"# $ro+#de( a range of "elecom (er+#ce(, . #c In"erne" and recen"ly #n"rod/ced Na"#onal *ong #ncl/de Cell/lar , Ba(#c , ,#("ance. B ar"# al(o
man/fac"/re( and e3$or"( "ele$ one "erm#nal( and cordle(( $ one(. A$ar" from !e#ng " e large(" man/fac"/rer of "ele$ one #n("r/men"( #n Ind#a, #" #( al(o " e f#r(" com$any "o e3$or" #"( $rod/c"( "o " e USA. B ar"# Tele?@en"/re( " ro/g #"( (/!(#d#ary B ar"# Telene" *#m#"ed ABTN*B old( " e r#g " "o e("a!l#( , ma#n"a#n and o$era"e a f#3ed?l#ne "ele$ one ne".or' #n Haryana " ro/g a l#cen(e +al#d for 2> year( from Oc"o!er C, 2>><. BTN* $ro+#de( f#3ed?l#ne (er+#ce( "o a$$ro3#ma"ely <<4,4>> c/("omer( a( of Marc 1<, 2>>6 /nder " e !rand Airtel . BSN* al(o o$era"e( a f#3ed?l#ne
"ele$ one (er+#ce .#" #n " e (ame geogra$ #cal area. B ar"# #( " e lead#ng cell/lar (er+#ce $ro+#der, .#" a foo"$r#n" #n <: ("a"e(
co+er#ng all fo/r me"ro(. I" a( o+er <2 m#ll#on (a"#(f#ed c/("omer( B ar"# En"er$r#(e( a( (/cce((f/lly foc/(ed #"( ("ra"egy on "elecom . #le
("raddl#ng d#+er(e f#eld( of !/(#ne((. 2rom " e crea"#on of AAir&4%A. one of Ind#aD( f#ne(" !rand(, "o !ecom#ng " e large(" man/fac"/rer and e3$or"er of .orld cla(( "elecom "erm#nal( /nder #"( AB44&4%A !rand, B ar"# a( crea"ed a (#gn#f#can"
$o(#"#on for #"(elf #n " e glo!al "elecomm/n#ca"#on( (ec"or. B ar"# Tele?@en"/re(
<2
#( "oday ac'no.ledged a( one of Ind#aD( f#ne(" com$an#e(, and #"( flag( #$ !rand DA#r"elD, a( o+er <2 m#ll#on c/("omer( acro(( " e leng" and !read" of Ind#a. 5 #le a %o#n" +en"/re .#" TeleTec Inc., USA mar'ed B ar"#7( (/cce((f/l foray #n"o " e C/("omer Managemen" Ser+#ce( !/(#ne((, B ar"# En"er$r#(e(7 dynam#c d#+er(#f#ca"#on a( con"#n/ed .#" " e com$any +en"/r#ng #n"o "elecom (of".are de+elo$men". )ecen"ly, B ar"# a( (/cce((f/lly la/nc ed an #n"erna"#onal +en"/re .#" E* )o" (c #ld Ero/$ o.ned E*)O Hold#ng( Ind#a *"d., "o e3$or" fre(
Agr# $rod/c"( e3cl/(#+ely "o mar'e"( #n E/ro$e and USA B ar"# Tele?@en"/re( +#(#on for #"( mo!#le !/(#ne(( #( “To make mobile comm nications a !ay of life and be the c stomers first choice"# T e m#((#on #( "o mee" " e mo!#le comm/n#ca"#on need( of " e c/("omer " ro/g <B error free (er+#ce 2B Inno+a"#+e $rod/c"( and (er+#ce( and 1B co(" eff#c#ency. T e Com$any7( ("ra"eg#c o!%ec"#+e #( "o con(ol#da"e #"( leader( #$ $o(#"#on among(" " e mo!#le (er+#ce $ro+#der( #n Ind#a. T e Ind#an mo!#le mar'e", accord#ng "o " e COAI, a$$ro3#ma"ely <.2 m#ll#on (/!(cr#!er( a( of Marc 4<.>1 m#ll#on (/!(cr#!er( a( of Marc 1<, 2>>6. ,e($#"e " #( ra$#d gro." , " e mo!#le $ene"ra"#on ra"e #n Ind#a, a" a$$ro3#ma"ely 1.=G a( of Marc 1<, 2>>6, #( (#gn#f#can"ly lo.er " an " e a+erage mo!#le a( #ncrea(ed from
1<, <=== "o a$$ro3#ma"ely
$ene"ra"#on ra"e #n o" er A(#an and #n"erna"#onal mar'e"(.
<1
T e n/m!er of mo!#le (/!(cr#!er( #n Ind#a #( e3$ec"ed "o ( o. ra$#d gro." o+er " e ne3" fo/r year(. By 2>>: #" #( $ro%ec"ed a" 6> m#ll#on !y COAI and 44 m#ll#on !y Ear"ner.
<4
S2ur$4B
A<B Po$/la"#on e("#ma"e( are a( $er Na"#onal Cen(/(, 2>>< and are a( of Marc <, 2>><. T e $o$/la"#on for U""ar Prade( " e "o"al $o$/la"#on A5e("B c#rcle #( a$$ro3#ma"ely 1;G of
A2B 5#rele(( (/!(cr#!er ("a"#("#c( are a( of Marc 1<, 2>>6 and are !a(ed on da"a relea(ed !y COAI. 5#rele(( mar'e" (#8e com$r#(e( " e "o"al n/m!er of .#rele(( (/!(cr#!er( of all
A1B ,emogra$ #c( of Ma ara( "ra and Tam#l Nad/ do no" #ncl/de demogra$ #c( of ("a"e ca$#"al( Ame"ro(B M/m!a# and C enna# re($ec"#+ely.
A4B ,emogra$ #c( of Haryana doe( no" #ncl/de 2ar#da!ad F E/rgaon a( " ey are #ncl/ded #n ,el # F NC). S#m#larly demogra$ #c( of U""ar Prade( A5e("B F
U""aranc al doe( no" #ncl/de No#da F E a8#a!ad a( " ey are #ncl/ded #n ,el # NC). T e (#gn#f#can" gro." #n " e Com$anyD( mo!#le !/(#ne(( a( !een " ro/g a a(
com!#na"#on of organ#c gro."
and ac9/#(#"#on( of add#"#onal l#cen(e( and
!een (/mmar#8ed !elo.. T e #nforma"#on g#+en !elo. #( for " e "o"al mar'e" and #( no" re$re(en"a"#+e of o/r mar'e" ( are or ne".or' co+erage <6
. A( of Mar 1<, A( of Marc 1<, *CCC(*) +'''(+) +''*(-) N/m!er of Mo!#le l#cen(e( eld !y /( To"al mo!#le (/!(cr#!er( #n Ind#a A#n m#ll#on(B Mar'e" mo!#le (/!(cr#!er( #n o/r l#cen(e area(A6B A#n m#ll#on(B Percen"age of mar'e" mo!#le (/!(cr#!er( "o "o"al mo!#le (/!(cr#!er( #n Ind#a >.2< <CG >.6; 1>G <.2C 1:G 4<.>1 <>>G 2 <.<2 4 <.CC 6 1.6C 2>>: +''((D) 21 4<.>1
<B Com$r#(e " e c#rcle( of ,el # and H#mac al Prade( . 2B Com$r#(e " e c#rcle( of ,el #, H#mac al Prade( , Harna"a'a and And ra Prade( . 1B Com$r#(e " e c#rcle( of ,el #, H#mac al Prade( , Harna"a'a, And ra Prade( and C enna#. 4B Com$r#(e " e ".en"y?one o$era"#onal c#rcle( of B ar"# Tele?@en"/re(. 6B Ba(ed on da"a relea(ed !y " e COAI on " e "o"al n/m!er of $er(on( (/!(cr#!#ng "o mo!#le (er+#ce( #n o/r l#cen(ed area
<:
MOBILE STRATEG0
•
Ca$"/re ma3#m/m "elecomm/n#ca"#on( re+en/e $o"en"#al .#" geogra$ #cal co+erage "o ma3#m#8e #"( re+en/e( and
m#n#m/m marg#n(.
•
B/#ld
#g
9/al#"y mo!#le ne".or'( !y de$loy#ng ("a"e?of?" e?ar"
"ec nology "o offer (/$er#or (er+#ce(
<;
Air&4% ;"%u4
Inn venturing I 5e .#ll genera"e and #m$lemen" en"re$rene/r#al and #nno+a"#+e #dea(, . #c .#ll
con"#n/o/(ly crea"e ne. gro." eng#ne(.
Customer First I 5e are comm#""ed "o del#+er#ng (er+#ce !eyond " e e3$ec"a"#on( of " e c/("omer. O/r
9/al#"y of c/("omer re($on(#+ene(( clearly d#fferen"#a"e( /( from o" er(.
Performance Culture I 5e !enc mar' o/r $roce((e( and $erformance aga#n(" .orld?cla(( ("andard(. 5e
d#("#ng/#( !e".een $erformer( and non?$erformer( !y +al/#ng ac #e+emen" a" " e #nd#+#d/al a( .ell a( " e "eam le+el. O/r( #( a c/l"/re of #ncl/(#+ely . ere feed!ac', learn#ng and #dea( are ac"#+ely enco/raged, (o/g " and ac"ed /$on.
Valuing Partnership I 5e are comm#""ed "o !/#ld#ng e3em$lary rela"#on( #$ .#" o/r $ar"ner(, . #c ("and on
" e $r#nc#$le( of m/"/al "r/(" and m/"/al gro." .
<C
Valuing People I 5e n/r"/re an en+#ronmen" . ere $eo$le are re($ec"ed and " e#r /n#9/ene(( #( +al/ed.
5e !el#e+e " a" $eo$le are o/r 'ey d#fferen"#a"or(.
Responsible Corporate Citizenship I 5e are comm#""ed "o ma'#ng a $o(#"#+e and $roac"#+e con"r#!/"#on "o " e comm/n#"y.
A( a re($on(#!le cor$ora"e c#"#8en .e .#ll con"r#!/"e "o and a!#de !y en+#ronmen"al and legal norm(.
Ethical Practices I 5e .#ll /$ old " e #g e(" e" #cal ("andard( #n all #n"ernal and e3"ernal rela"#on( #$.
5e .#ll no" allo. m#(/(e or m#(re$re(en"a"#on of any '#nd.
<=
B2"r5 28 Dir4$&2r
T e Board of ,#rec"or( of " e Com$any a( an o$"#m/m m#3 of E3ec/"#+e and Non?E3ec/"#+e ,#rec"or(, . #c E3ec/"#+e ,#rec"or(. T e C a#rman and Manag#ng ,#rec"or, Mr. Su#i% B!"r&i Mi&&"%. #( an E3ec/"#+e ,#rec"or and " e n/m!er of Inde$enden" ,#rec"or( on " e Board #( more " an 6>G of " e "o"al Board ("reng" . T e #nde$endence of a ,#rec"or #( de"erm#ned on " e !a(#( " a" (/c d#rec"or doe( no" a+e any ma"er#al $ec/n#ary rela"#on( #$ .#" " e Com$any, #"( $romo"er( or #"( managemen", . #c #nde$endence of " e %/dgmen" of a ,#rec"or. T e Board mem!er( $o((e(( re9/#(#"e ('#ll(, e3$er#ence and e3$er"#(e re9/#red "o "a'e dec#(#on(, . #c are #n " e !e(" #n"ere(" of " e Com$any. may affec" " e con(#("( of " ree E3ec/"#+e and ele+en Non?
2>
A3"r5
• •
T e A(#a Pac#f#c A.ard for " e Mo(" Inno+a"#+e H) $rac"#ce(?2>>>. T e Eolden Peacoc' Na"#onal Tra#n#ng A.ard for e3cellence #n Tra#n#ng $rac"#ce(?2>>>.
• •
T e Eolden Peacoc' Na"#onal J/al#"y A.ard?2>><. BC* #( f#r(" mo!#le comm/n#ca"#on (er+#ce $ro+#der #n Ind#a "o !e cer"#f#ed for ISO =>><K2>>> and <(" #n .orld cer"#f#ed !y Br#"#( S"andard( In("#"/"#on for Mo!#le Comm/n#ca"#on.
•
Born a leader, " e f#r(" cell/lar (er+#ce, A#rTel a( ma#n"a#ned leader( #$
2<
IDEA CELLULAR
Idea Cell/lar L " e " ree?.ay %o#n" +en"/re !e".een Ta"a, B#rla and US?!a(ed ATFT L .a( called B#rla Ta"a ATFT !efore !e#ng renamed #n May 2>>2. I" .a( (e" /$ #n Jan/ary 2>>< follo.#ng " e merger of Ta"a Cell/lar and B#rla ATFT Comm/n#ca"#on( and #( Ind#aD( lead#ng cell/lar (er+#ce( $ro+#der. 5#" IdeaD( ac9/#(#"#on of E(co"el #n early 2>>4, #"( foo"$r#n" no. co+er( aro/nd :> $er cen" of Ind#a7( $o$/la"#on and o+er :6 $er cen" of " e "elecom mar'e". I" a( $re(ence #n (e+en ("a"e(K Ma ara( "ra Ae3cl/d#ng M/m!a#B, Eoa, E/%ara", And ra Prade( , Mad ya Prade( , C a""#(gar , U""ar Prade( A5B, Haryana,
Herala and ,el # A#ncl/(#+e of NC)B. Ha+#ng o$era"#on( #n fo/r of " e f#+e large(" cell/lar c#rcle( #n Ind#a, Idea #( " e mar'e" leader #n " e Ma ara( "ra and Eoa, Herala, UP A5B, Mad ya Prade( n/m!er of (/!(cr#!er(. Eac (#ngle call re(ol/"#on c#rcle and C a""#(gar c#rcle( #n "erm( of a
a( #"( o.n ded#ca"ed call cen"re .#" "o.ard( " e
a$$roac
c/("omer. a "o"al
Idea co+er( o+er 1,::> (mall and ma%or "o.n( and +#llage( along .#"
#g .ay connec"#+#"y of o+er :,>>> 'm. T ere are o+er 1C> DIdea nD UD o/"le"( and Idea ( o$( and a ne".or' of o+er 44,>>> re"a#ler( and deacon(. T an'( "o " e fron"l#ne "ec nology L from No'#a, Er#c((on, Alca"el and Sc l/m!erger Sema among o" er( L a" #"( command, " e com$any can offer #"( c/("omer( e3"en(#+e co+erage, 9/al#"y (er+#ce and m#n#mal conge("#on le+el(. T e com$any #( " e fa("e(" gro.#ng ESM o$era"or #n #"( area of o$era"#on. T e gro." ra"e #n " e la(" (#3 mon" ( a( !een C6 $er cen" a( aga#n(" C4 $er cen" of 22
all o$era"or( #n " e (ame area of o$era"#on. T e com$any #( no. ca( $o(#"#+e, and #( e3$ec"ed !e $rof#" $o(#"#+e #n " e f#nanc#al year 2>>4?>6.
Idea Cell/lar offer( a .#de range of cell/lar (er+#ce( and $rod/c"(. I"( $o("?$a#d and $re?$a#d (er+#ce( are (/$$or"ed !y a +ar#e"y of $ac'age $lan( "o (/#". I" .a( " e f#r(" com$any #n " e co/n"ry "o la/nc EP)S #n No+em!er 2>>2. I"
( o.ca(ed E,EE AEn anced ,a"a )a"e( for ESM E+ol/"#onB #n ,el #, #n J/ly 2>>4. 5#" E,EE, (/!(cr#!er( can en%oy l#+e "ele+#(#on .#" a da"a do.nload
ra"e of o+er <:> '!$(. Idea (/!(cr#!er( .#ll al(o a+e a r#c er e3$er#ence . #le .a"c #ng mo+#e $re+#e.(, m/l"#med#a me((age( .#" #nfo"a#nmen", +#deo a""ac men"(, .e!?
#g ?($eed +#deo do.nload(, %a+a game do.nload( and o" er
In"erne"?!a(ed m/l"#?med#a e3$er#ence( on " e#r E,EE ena!led mo!#le $ one(. I" $#oneered " e conce$" of DCell/lar Joc'eyD and offer( DM/(#c Me((ag#ngD "o all #"( (/!(cr#!er(. I" al(o la/nc ed DElo!al SMSD, . #c allo.( " e /(er( "o (end and rece#+e SMS from o+er 64> ne".or'( and <;> co/n"r#e( acro(( " e "ec nology $la"form( l#'e ESM, C,MA, T,MA and (a"ell#"e $ one(. T e com$any #n"rod/ced DMo!#le To$?U$D Aa fle3#!le any"#me any. ere rec arge (er+#ce for $re?$a#d c/("omer(B and DSay I,EAD fea"/re " a" allo.( " e /(er( "o acce(( +al/e added (er+#ce( !y ($ea'#ng #n"o " e#r mo!#le(.
I" al(o offer( SMS #n n#ne +ernac/lar lang/age( L H#nd#, E/%ara"#, Mara" #, Bengal#, Tel/g/, Tam#l, Malayalam, Hannada and P/n%a!#, #n add#"#on "o Engl#( "o #"( (/!(cr#!er(.
21
Idea Cell/larD( an"eceden"( da"e !ac' "o <==6, . en " e Ad#"ya B#rla Ero/$ and ATFT A" ro/g B#rla ATFT Comm/n#ca"#on( M Ma ara( "ra F E/%ara" c#rcleB Ta"a Cell/lar ? And ra Prade( c#rcleB (e" /$
and " e Ta"a Ero/$ A" ro/g cell/lar ne".or'(. Bo"
" e a!o+e com$any .ere among(" " e f#r(" com$any "o
commerc#ally ("ar" o$era"#on #n c#rcle( o" er " an me"ro( and ac #e+e f#nanc#al clo(/re#n Ind#an Telecom #nd/("ry
In " e year 2>>>, " e
#("or#c $a" ?!rea'#ng merger of Ta"a Cell/lar .#" B#rla
ATFT Comm/n#ca"#on( and " e (/!(e9/en" ac9/#(#"#on of )PE Cell/lar ? AMad ya Prade( c#rcleB #n " e year 2>>< ? el$ed "a'e " e com$any "o a#m e+en f/r" er and led "o " e forma"#on of B#rla Ta"a ATFT *#m#"ed.In year 2>><, com$any .on fo/r" cell/lar l#cen(e for ,el # me"ro c#rcle and #n year 2>>2
com$any #n"rod/ced common !rand NOdeaN and c anged " e name "o I,EA Cell/lar*#m#"ed. S#nce " en, " ere la/nc a( !een no loo'#ng !ac' for I,EA Cell/lar. T e com$any
,el # o$era"#on( #n year 2>>2 and added a record <>>,>>> (/!(cr#!er
.#" #n one mon" .
In 2>>1, " e com$any ac #e+ed " e large(" f#nanc#al clo(/re #n Ind#an Telecom for all #"( c#rcle. In 2>>4, " e com$any en"ered #n"o def#n#"#+e agreemen" "o ac9/#re E(co"el Mo!#le Comm/n#ca"#on( Ae3#("#ng o$era"or #n Haryana, Herala and UPA5BB and E(cor"( Telecomm/n#ca"#on( Acell/lar l#cen(ee older
forUPAEBH#mac al Prade(
24
A3"r5
Idea Cell/lar M?co/$on (er+#ce !agged " e $re("#g#o/( PEolden Peacoc' a.ard for " e mo(" #nno+a"#+e $rod/c" Q (er+#ce7 #n 2e!r/ary 2>>1. T e Eolden Peacoc' a.ard(, e("a!l#( ed !y " e In("#"/"e of ,#rec"or(, #( g#+en "o com$an#e( demon("ra"#ng (/("a#na!le e3cellence and #nno+a"#on #n " e man/fac"/r#ng and (er+#ce (ec"or(, lead#ng "o #m$ro+ed $erformance. • In Marc 2>>1, Idea AMad ya Prade( and C a""#(gar B .a( declared " e
No < cell/lar (er+#ce #n Ind#a !y " e Telecom )eg/la"ory A/" or#"y of Ind#a AT)AIB for " e (econd con(ec/"#+e "#me. • C o(en a( " e .#nner of " e a.ard, PInd#ra A.ard for Mar'e"#ng E3cellence7 for !e#ng " e #g e(" recalled !rand #n " e year 2>>1 • )an'ed (econd #n o+erall /(er (a"#(fac"#on !y " e @o#ce F ,a"a M I,C Mo!#le U(er7( Sa"#(fac"#on S/r+ey, Oc"o!er 2>>1, . #c .a( !a(ed on
$arame"er( l#'e ne".or' a+a#la!#l#"y and $erformance, c/("omer care, +al/e added (er+#ce(, $re?(ale( and (ale( effor", and !#ll#ng.
26
CORE BELIEFS OF IDEA
T e com$any con"#n/o/(ly arne((e( " e $o.er of .#rele(( re+ol/"#on "o $ro+#de .orld?cla(( $rod/c"( and (er+#ce(. I" a#m( a" re($ond#ng "o c/("omer need( $roac"#+ely !y an"#c#$a"#ng re9/#remen"( and $ro+#d#ng ready (ol/"#on(. Idea Cell/lar dra.( #n($#ra"#on from " e loyal"y of #"( (/!(cr#!er( "o 'ee$ra#(#ng " e !ar, "o ( a$e " e f/"/re, and "o c ange and enr#c " e l#fe of eac and e+ery mem!er of #"( e+er?gro. fam#ly.
T e com$any #( " e fa("e(" gro.#ng ESM o$era"or #n #"( area of o$era"#on. T e gro." ra"e #n " e la(" (#3 mon" ( a( !een C6 $er cen" a( aga#n(" C4 $er cen" of all o$era"or( #n " e (ame area of o$era"#on. T e com$any #( no. ca( $o(#"#+e, and #( e3$ec"ed !e $rof#" $o(#"#+e #n " e f#nanc#al year 2>>4?>6.
Idea Cell/lar offer( a .#de range of cell/lar (er+#ce( and $rod/c"(. I"( $o("?$a#d and $re?$a#d (er+#ce( are (/$$or"ed !y a +ar#e"y of $ac'age $lan( "o (/#".
2:
INTRODUCTION TO THE STUDY UNDERTAKEN
? STARTEGY OF AIRTEL
'Magic Hai To Mumkin Hai'
In 2>>2, " e lead#ng Ind#an "elecomm/n#ca"#on( com$any, B ar"# Cell/lar *#m#"ed AB ar"#B (#gned " e famo/( cr#c'e" $layer Sa/ra+ Eang/ly and lead#ng mo+#e ("ar(, Mad a+an and Hareena Ha$oor a( endor(er( for #"( !rand, A#r"el Mag#c A$re?$a#d cell/lar cardB. I"( o!%ec"#+e .a( "o crea"e " e #g e(" recall for Mag#c #n " e $re?$a#d cell/lar "ele$ ony (egmen" !y ca( #ng #n on " e ".o !#gge(" $a((#on( of Ind#a ? mo+#e( and cr#c'e". B ar"# al(o c anged " e "agl#ne for Mag#c from DYo/ Can ,o Mag#cD "o DMag#c Ha# To M/m'#n Ha#D AIf " ere #( Mag#c, #"D( $o((#!leB. T e mo+e a""rac"ed con(#dera!le med#a a""en"#on, a( #" .a( /n/(/al for a com$any "o ($end (o la+#( ly "o $romo"e a (#ngle !rand. In Oc"o!er 2>>2, B ar"# la/nc ed a "ele+#(#on commerc#al AT@CB, fea"/r#ng S a )/' H an Alead#ng ac"or, already endor(#ng Mag#c (#nce a co/$le of year(B and Hareena Ha$oor. T e T@C, de+elo$ed !y one of Ind#aD( lead#ng ad+er"#(#ng agenc#e(, Perce$" Ad+er"#(#ng, .a( " e f#r(" of " e (er#e( of fo/r T@C( for Mag#cD( ne. cam$a#gn. Accord#ng "o B ar"#, " e T@C( a#med a" a""rac"#ng yo/ng ad/l"( #n SEC B and C ca"egor#e( of " e Ind#an mar'e" . Commen"#ng on " e ne. de+elo$men"(, Heman" Sac de+ AHeman"B, ,#rec"or, Mar'e"#ng and Cor$ora"e Comm/n#ca"#on(, B ar"# En"er$r#(e(, (a#d, NT e a#m #( "o !e rele+an" "o " e ma((e( and ma'e all " e#r dream(, o$e( and de(#re( come "r/e #n("an"ly, a" )( 1>> $er mon" .N 2;
P)OMOTIONA* ST)ATEEY?
Indian Idol Auditions on Airtel K Clo(e on " e eel( of e3cl/(#+e acce(( "o
Ha/n Banega Crore$a"# 2D( Nfa("e(" f#nger f#r("N, A#r"el a( added ano" er fea" er "o #"( ca$, !y #n"rod/c#ng mo!#le a/d#"#on( for " e eagerly?a.a#"ed Ind#an Idol 2 "o !e a#red on Sony Tele+#(#on.
Airtel Customers Get Asia Roaming BA#r"el a mem!er of A(#aD( large("
mo!#le all#ance ? Br#dge Mo!#le, a( anno/nced " e la/nc of a (/#"e of mo!#le (er+#ce( " a" .#ll ena!le A#r"elD( c/("omer( "o acce(( a range of (er+#ce( . en roam#ng o+er(ea( on " e all#ance mem!erD( ne".or'.
Airtel Reduces Roaming Tariff BA#r"el a( anno/nced a red/c"#on #n #"(
roam#ng ra"e( a( a $ar" of #"( cele!ra"#on for co+er#ng 21 c#rcle( acro(( Ind#a .
Airtel Gets Student-friendly BA#r"el #( c/("om#8#ng #"( mo!#le (er+#ce(
$ac'age( accord#ng "o . a" #" feel( c/("omer( .an" " e mo(".
2C
ENDORSEMENT STRATEG0,
)AHMAN TUNE C)OSSES AI)TE*7S ERC*USI@ITY BA))IE) KCell/lar (er+#ce $ro+#der A#rTel (eem( "o a+e #" " e r#g " no"e .#" #"( ne. commerc#al ("arr#ng m/(#c#an A ) )a man. T e commerc#al . #c #( c/rren"ly on a#r a( a !ea"
. #c al(o do/!le( /$ a( a r#ng"one . #c #( o("en(#!ly a+a#la!le only "o A#rTel /(er(. B/" " e #n"ere("#ng $ar" #( " a" " e r#ng"one #( !e#ng fla/n"ed no" %/(" !y A#rTel c/("omer( !/" !y c/("omer( of r#+al (er+#ce $ro+#der( l#'e BP*, Orange and ,ol$ #n a( .ellO T e r#ng"one . #c #( al(o " e %#ngle for A#rTel7( T@ commerc#al, #( $ro+#ng "o !e a $o"en" ad+er"#(#ng "ool for " e com$any. I" #( no" +ery clear . a" " #( mean( for " e o" er cell/lar o$era"or(. Cell/lar /(er( a+e !een &for.ard#ng- " e "/ne "o one ano" er, . #c accord#ng "o Mr Po"a, a( g#+en A#rTel a c ance "o en"er " e &m#nd of " e /(er- #rre($ec"#+e of . #c (er+#ce e o$"( for. &Com$e"#"#on .#ll no" do .ell "o ado$" a 'nee %er' reac"#on and .#ll come o/" .#" a+e "o
ad+er"#(#ng " a" #( .ell " o/g " o/"- e3$la#n( Mr Ha$oor. He
an"#c#$a"e( a (#"/a"#on . ere " e ne. en"ran" AA#rTelB .#ll con"#n/e "o !e more aggre((#+e.
2=
TEN,U*HA). F SHAH)UHH KBo"
Tend/l'ar and H#ng H an already ( are " e
frame for (of" dr#n'( ma%or Pe$(#Co Ind#a. Tend/l'ar #( no" " e f#r(" cr#c'e"er "o endor(e B ar"#7( A#r"el !rand. Ind#an ca$"a#n Sa/ra+ Eang/ly ad done (o . en A#r"el la/nc ed #"( (er+#ce #n " e ea("ern me"ro$ol#( of Hol'a"a2>><.
T o/g com$any e3ec/"#+e( .ere m/m on " e +al/e of " e Tend/l'ar deal, " o(e #n " e ad+er"#(#ng fra"ern#"y $eg " e (#gn#ng ra"e for " e " ree?year deal any. ere !e".een )( C crore and )( <> crore. Bo" Sac #n and S a )/' are ".o of " e mo(" (o/g " af"er cele! endor(er( #n " e co/n"ry, .#" " e former edg#ng o/" " e la""er #n " e cele!
endor(emen" race. T e Ma("er Bla("er7( $or"fol#o #ncl/de( !rand( l#'e Colga"e Pamol#+e, ESPN?STA) S$or"(, Pe$(#, M)2, Boo(", T@S, Pal#o, @#(a, Ad#dda( and Br#"ann#a. T e lead#ng !rand( endor(ed !y H an #ncl/de Hy/nda#, Pe$(#, A#r"el, Tag H/er, Cl#n#c All Clear, Bag$#$er and @#deocon, amongo" er(. Accord#ng "o com$any e3ec/"#+e(, " e #dea of ro$#ng #n Tend/l'ar #( #n l#ne .#" connec" "o " e ma(( mar'e" " ro/g " e gro/$7( ("ra"egy "o
cele! endor(er( from mo+#e(, cr#c'e" and m/(#c.
&2or ma(( connec", S a )/' and Sac #n are " e !e(" !e" a( !rand endor(er(,- (ay( a (en#or com$any e3ec/"#+e. B ar"# $lan( "o la/nc a m/l"#med#a cam$a#gn "arge""#ng #"( (er+#ce .
1>
SCHEMES
SMS $ac'age(? a#r"el $ro+#de( (m( $ac'age #n . #c com$any ded/c"( 1> r( ren" and
o" er c arge( and offer 2>>> (m( free #n a mon" .
Airtel Promotes Performing Arts
A#r"el a( anno/nced " e la/nc of NA#r"el E3$re((#on(N, a $la"form "o $romo"e and cele!ra"e " e +ar#o/( form( of e3$re((#on( " ro/g " e med#/m of $erform#ng ar"( #n ,el #.
Airtel Launches BlackBerry 7 !!g
A#r"el and )e(earc In Mo"#on A)IMB a+e #n"rod/ced " e Blac'Berry ;<>>g !/(#ne(( $ one #n " e co/n"ry.
,IA*E) "one(? a#r"el al(o $ro+#de( " e d#aler "one( "o #"( c/("omer( , no. any caller can ear (ong( on yo/r mo!#le $ one( , " e com$any ded/c"( 1> r( ren" $er mon" and call c arge( "o a$$ly " #( "one #( r( S:Qm#n.
1<
INTRODUCTION OF CONSUMER BEHA/IUOR
Con(/mer !e a+#or #( " e ("/dy of o. #nd#+#d/al( ma'e dec#(#on( "o ($end " e#r A+a#la!le re(o/rce( "#me, money , effor" on con(/m$"#on rela"ed #"em( #" #ncl/de( " e ("/dy of . a" "o !/y , . ere "o !/y , o. "o !/y, o. of"en " ey /(e. " ere #( a 9/e("#on ar#(e( . y .e ("/dy " e con(/mer !e a+#or and $erce$"#on "o.ard( a !rand J/(" a( con(/mer or mar'e"er are d#+er(e, " e $re(ea(on . y " e con(/mer ("/dy are al(o d#+er(e , a( con(/mer are , .e !enef#" from #n(#g "( #n"o o/r o.n con(/m$"#on rela"ed dec#(#on . a" .e !/y , . ere .e !/y e"c Ian do#ng my re(earc on con(/mer !e a+#or( "o.ard( " e mo!#le (er+#ce(, I o. reg/larly e #(
a+e "o "a'e #n"o m#nd . y con(/mer c oo(e " a" (er+#ce, /(#ng " a" (er+#ce(
In add#"#on "o " e ("/dy#ng con(/mer /(e( and $o(" $/rc a(e( e+al/a"#on of " e $rod/c" " ey !/y con(/mer re(earc er( are al(o #n"ere("ed #n o. o. #nd#+#d/al d#($o(e of " e#r $rod/c" are " ey (a"#(f#ed .#" " e#r mo!#le (er+#ce( or no". T e "erm con(/mer !e a+#or #( of"en /(e "o de(cr#!e ".o d#fferen" '#nd( of con(/mer en"#"#e( " e $er(onal con(/mer and organ#8a"#onal con(/mer. " e $er(onal con(/mer #ncl/de( " e (#ngle $er(on and " e organ#8a"#onal con(/mer #ncl/de " e $rof#" and non $rof#" en"#"#e(. So #n cell/lar (er+#ce( con(/mer
12
"eha#ior of the $eo$le is #ery necessary % &hether they $urchase cellular connection on the "asis of ser#ices% co#erage % "rand name or lastly customer attendance ' so iam doing my research "et&een t&o cellular "rands AIRT(L and I)(A and to kno& the consumer $erce$tion to&ards this cellular "rands'
11
*arketing strategy of idea
<B %od# 'amal '#? #dea cell/lar la/nc e( a $rogramme on ("ar $l/( JO,I HAMA* HI. In . #c " ey ad+er"#(e " e#r $rod/c"( " ro/g " #( (er#al. 5 #c come( a" = $.m on e+ery Sa"/rday.
2B C ar#"y ma"c
($on(ored !y #dea $layed !e".een Bolly.ood and England a"
M/m!a##n . #c !olly.ood .#n( " e ma"c and amo/n" goe( "o $eo$le (/ffer#ng from cancer.
1B2ree o/"go#ng call( for e+ery 2 m#n/"e( allo+er Ind#a, cond#"#on( a$$ly on " a".
1B C em#(" (c eme(? a+a#la!le "o all c em#(" a+a#la!le #n aryana? #n . #c " e (/!(cr#!er a( "o $ay ren" r( <>> $S$er mon" " e call c arge( .#ll !e r( 6> $a#(e "o all mo!#le and free (m( 6> #n mon" .
14
4B SUMO 5)EST*E) USE,? " e com$any /(e( (/mo #n " e#r ad, . #c (ay( $re$a#d o "o #dea %a#(a. 5 #c mean( "al' more $ay le((.
6B ONE IN,IA ONE I,EA? #n . #c yo/ can call,(m(,("d a" " e ra"e of r( <.!/" " e com$any ded/c" <.26$a#(e $er day.
:B SMS $ac'age? #n " #( " e c/("omer a( "o ded/c" r( <6 and com$any g#+e( <>>> (m( free for a mon" "o c/("omer(.
;B
+al/e?added (er+#ce( (/c a( +ernac/lar SMS A#n = lang/age(B, game( on " e
mo!#le, a large co+ered area for $re?$a#d roam#ng,
CB Send#ng a Ma#l "o any e?ma#l I, #( (o m/c ea(#er. J/(" follo. " e (#m$le ("e$( and (end a ma#l "o fr#end or a collea/ge any. ere #n " e .orld from . ere+er yo/ are.
=B Yo/ can read, com$o(e, dele"e and re$ly "o yo/r Ya ooO e?ma#l(
16
<>B )INE TONE SE)@ICES? #dea $ro+#de( r#ng "one (er+#ce "o #"( c/("omer( , " e com$any ded/c" r( 1> a( a mon" ly ren"al. And yo/ can a$$ly any (ong a( yo/r r#ng "one(.
<<B HA)YANA? Idea Cell/lar *"d a( anno/nced " e Idea E#rl( Be(" 2r#end offer, an o$$or"/n#"y "o o.n a free da88l#ng real d#amond $endan" .#" e+ery ne. $o("?$a#d connec"#onon a $lan of )( <6> and a!o+e. T e offer can al(o !e !oo'ed " ro/g all Idea and U ( o.room(. T e e3#("#ng $o("?$a#d c/("omer( can al(o a+a#l " em(el+e( of " e offer
. <2B
Ya ooda"#ng
,
*oo'#ng for a !#" of romance #n yo/r l#fe. 5ell, .#" Ya oo da"#ng (er+#ce yo/ may f#nd " e $erfec" $ar"ner yo/ ad al.ay( !een loo'#ng for. To )eg#("er "y$e ,a"e )eg I, Pa((.ord Age Se3 *oca"#on F (m( a" C241.
<1B Ya ooMa#l
,
Send#ng a Ma#l "o any e?ma#l I, #( (o m/c ea(#er. J/(" follo. " e (#m$le ("e$( and (end a ma#l "o fr#end or a collea/ge any. ere #n " e .orld from . ere+er yo/ are. Yo/ can read, com$o(e, dele"e and re$ly "o yo/r Ya ooO e?ma#l.
1:
H"ry"#"
Idea Cell/lar L " e " ree .ay %o#n" +en"/re !e".een Ta"a, B#rla and US?!a(ed ATFT L .a( called B#rla Ta"a ATFT !efore !e#ng renamed #n May 2>>2. I" .a( (e" /$ #n Jan/ary 2>>< follo.#ng " e merger of Ta"a Cell/lar and B#rla ATFT Comm/n#ca"#on( and #( Ind#aD( lead#ng cell/lar (er+#ce( $ro+#der. BTN* $ro+#de( f#3ed?l#ne (er+#ce( "o a$$ro3#ma"ely <<4,4>> c/("omer( a( of Marc 1<, 2>>6 /nder " e !rand Airtel. BSN* al(o o$era"e( a f#3ed?l#ne "ele$ one (er+#ce
.#" #n " e (ame geogra$ #cal area.
1;
I,EA0CE**U*A) SE)@ICES
POPULATION1
A( on Marc ><, 2>>:
<C m#ll#on
MOBILE - SUBSCRIBER BASE2
As on March 31, 2006
928,38
I!E" LINE "ELs3
As on March 31, 2006
983,89
#E$ICLES%
A( on Marc 1<,<==:
<,2<6,642
1C
STATEMENT OF OBJECTI/E
Ma#n o!%ec"#+e
T e MAIN o!%ec"#+e of my $ro%ec" re$or" #( "o ("/dy " e mar'e"#ng,("ra"egy of AI)TE* and #dea Cell/lar (er+#ce <"#i<"& $i&y and #"( effec" on mo!#le /(er( e3#("#ng and . o are go#ng "o /(e mo!#le (er+#ce #n f/"/re. In o" er .ord(, my a#m #( "o ("/dy " e
S/! o!%ec"#+e ? TO 'no. " e c/("omer $erce$"#on ? To 'no. . #c #( " e !e(" ? To 'no. " e !rand loyal#"y
1=
)ESEA)CH METHO,O*OEY
T #( re(eac $re(en"ed a( an e3$lora"ory "y$e re(eac $lo" . . ere I ga" ered
re($on(e( for " o(e a($ec"( #n " e mar'e". 5 #c
.ere no" (o clear .In my
re(earc I ("(ar"ed "o "a'e re($on(e( $er(onally !y +#(#"#ng "o " e c/("omer( and reg#("ered " e#r re($on(e. I .an" "o 'no.n " e c/("omer $erce$"#on "o.ard( " e AI)TE* and I,EA. In my re(earc I "a'e 2>> (am$le (#8e. 5 om I $er(onally reg#("ered " e#r re($on(e( for eac $erce$"#on. and e+ery a($ec" rela"ed "o " e c/("omer(
T e (am$le (#8e for C/("omer .a( <6> . ere " e C/("omer( re($on(e( !een collec"ed from all " e $o((#!le race( and area( . #c
a+e
.ere #n my reac ere a+e
. #le .or'#ng on " #( re(earc . T e C/("omer re($on(e( reg#("ered
!een collec"ed from d#fferen" Hango/" Tone( l#'e re("a/ran"( , fr#end( "o ge" " e yo/ng re($on(e(. 2or (ome ma"/re re($on(e(, I a+e a$$roac ed (ome off#c#al( (o " a" (ome $rofe((#onal re($on(e( are collec"ed. I a+e al(o con"ac"ed (ome
S o$ Hee$er( and . T /( I a+e ga" ered " e c/("omer re($on(e( from all ma%or (ec"#on( #n n Soc#e"y . o are $ro!a!ly /(#ng an cell/lar (er+#ce. T e #m$or"ance of " e $ro%ec" l#e( #n " e fac" " a" .e are #n"ere("ed "o f#nd O/" " e da"a . #c #( no" (o e+#den" #n " e mar'e" !eca/(e #"( rela"ed "o $erce$"#on of " e c/("omer( and " #( can !e only analy8ed . en .e $er(onally mee" " e c/("omer( .
4>
,a"a #( collec"ed from !o" " e Pr#mary (o/rce( i.e. 9/e("#onna#re and al(o from Secondary (o/rce(.
Pr#mary (o/rce(K T e $r#mary (o/rce of da"a collec"#on #( " ro/g
9/e("#onna#re. T e 9/e("#onna#re( are d#("r#!/"ed among 2>> $eo$le( and " e#r +#e. #( recorded and /(ed #n analy8#ng " e da"a
Secondary (o/rce( KT e (econdary (o/rce( #ncl/de( onl#ne (#"e(, ne.($a$er(
and "em$la"e( from AI)TE* and I,EAd#("r#!/"#on( cen"er(
SAMP*E SITE? 2>> )ESEA)CH ,ESIEN M e3$lana"ory re(erc
4<
*IMITATIONS
? T e re($on(e( collec"ed are $erce$"#on !a(ed (o " e na"/re +ar#an" can !e !#a(#ng fac"or. ? I .a( no" a!le "o co+er " e . ole $an#$a" c#"y. ? T e "#me for " e re(earc .a( l#m#"ed. ? Money al(o !ecome " e con("ra#n" for me .
A$AL%&I& A$' I$TE()(ETATI*$
42
# +hich connection yo are sin, at present-
CLIENT USAGE
45% 55%
Airtel idea
41
CONCLUSION
• • •
T er are "o"al 66G $er(on( . #c /(e( AI)TE*. And 46 G of " e $er(on( are /(#ng #dea d/e "o #"( good (c eme( . So, " e concl/(#on #( " a" ma%or#"y of $eo$le are /(#ng a#r"el (er+#ce( !eca/(e of #"( more !enef#"( " an #dea.
44
A$AL%&I&
# ' e to !hich reason yo are availin, mobile services-
4 !5 ! #5 # "5 " 5
4 ! # N+, "
Stat$%
O&&i'e $%e
Fa(il)
Ot*er
46
CONCLUSION
In " #( gra$ .e concl/de " a" 4>G $eo$le /(e( mo!#le for " e#r ("a"/( (ym!ol., " e 1>G $eo$le /(e( mo!#le( for " e#r off#ce %o!(, " en " e rema#n#ng <> G and 2> G $eo$le /(e( mo!#le( for fam#ly or for " e o" er $/r$o(e(.
So, mo(" of " e $er(on( "a'e( mo!#le #n " em for " e#r ("a"/( (ym!ol(and #" #( al(o +ery /(ef/l #n %o!( , (o many $eo$le "a'e( mo!#le "o ea(#ly con"ac" .#" " e#r em$loyer(.
And la("ly (ome $eo$le re"a#n mo!#le( for many $/r$o(e( o" er " an " a", #" can !e for fam#ly , fr#end( e"c.
4:
A$AL%&I& D2 y2u &!i#1 &!"& "5;4r&i i#6 !" $!"#645 y2ur <4r$4<&i2# 82r 9r"#5E
5 4 ! # "
55
! N+, "5
Ye%
N+
Ca./t %a)
4;
CONCLUSION
W4 $2#$%u54 &!4 $2#$%u i2# 8r27 &!4 6r"<! &!"& • 66G of " e $eo$le( (ay " a" " e#r $erce$"#on c ange( d/e "o " e effec" of ad+er"#(#ng. • -' F of " e $eo$le (ay " e#r $erce$"#on a!o/" " e cell/lar doe(n7" c ange( d/e "o " e ad+er"#(#ng effec"#+ene(( of " e com$any • <6G $ercen" of $eo$Ule can" (ay a!o/" " #(.
4C
A$AL%&I& H23 7"#y "r4 u i#6 Air&4% "#5 IDEA i# Pr284 i2#)S4r;i$4 D4&"i% E
!
#0
#5 # Ser2i'e B$%i.e%% St$de.t% Ot*er%
#
"5 "# " 0 5 1 5 " "
Airtel U%er
IDEA
4=
CONCLUSION
•
AI)TE* USE)S? from " e a!o+e gra$ #" #( concl/ded " a" <2G /(e( for (er+#ceCG $er(on /(e( a#r"el for " e !/(#ne(( $/$o(e( , 2C G ("/den"( /(e( #n college( and #n (c ool le+eland la("ly ; G $eo$le /(e( for o" er $/r$o(e(
•
I,EA USE)S? <> G $eo$le /(e( #dea cell/lar #n (er+#ce( , !/(#ne(( man /(e( 2>G of (er+#ce( d/e "o many (c eme( offered !y #dea rema#n#ng <>G are /(ed !y ("/den"( and 6G are /(ed for o" er( $/r$o(e(.
6>
A$AL%&I&
A64 Gr2u< u 4r E
A3e Gr+$4
5 4 ! # " U4 t+ # N+, #4 #" t+ 4 4" 4" t+ #! #4 4" #! "# N+,
A5+2e "#
6<
CONCLUSION
•
BET5EEN >?2> AEE E)OUP? from " e gra$ .e concl/de " a" 24 G of " e $eo$le a+a#l (er+#ce( of mo!#le(.
•
BET5EEN 2<?4> AEE E)OUP? #n " #( 4<G of " e $eo$le /(e( mo!#le (er+#ce(
. • BET5EEN 4<?:>AEE E)OUP? #n " #( 21 G of $eo$le /(e( (er+#ce of mo!#le $ one( #n IN,IA.
•
ABO@E " a" age gro/$ only <2 G of $eo$le /(e( (er+#ce(.
62
A$AL%&I& 3!"& i &!4 4= $27<2 i&i2# u i#6 &!4 729i%4 <!2#4 E
SE? COMPOSITION
Se6
1 5 4 ! # " !5 % N+, -5
Male
Fe(ale
61
CONCLUSION
•
:6 G of " e re($onden" are of " e ca"egory male (o .e can (ay mo!#le( are more $o$/lar among " e male a( yo/" are more a""rac"#+e "o.ard " e mo!#le(
•
16G of " e re($onden" !elong "o " e female cla(( a( "oday g#rl( are al(o #n " e %o!( .
•
" e a!o+e .e can (ay " a" . a" e+er " e (e3 #( mo!#le #( /(ef/l "o e+ery of genera"#on
A$AL%&I&
64
Gi;4 r"#1 &2 &!4 82%%23i#6 8"$i%i&i4 3!i%4 y2u "r4 62i#6 &2 ";"i% &!4 729i%4 4r;i$4E
66
Ot*er% C+2era3e R+a(i.3 SMS Tal7 Ti(e A2aila5ilit) 5 " "5 Ot*er% St$de.t% B$%i.e%% Ser2i'e
6:
C2#$%u i2#
•
TA*HTIME?; G of (er+#ce men g#+e $reference "o " e "al' "#me,= G !/(#ne(( man /(e( for "al' "#me and " e rema#n#ng :G of ("/den"( $refer " e "al'"#me( #n mo!#le.
•
SMS?1G of !/(#ne(( man /(e (er+#ce of (m(,<2G of ("/den"( /(e( (m( and rema#n#ng 4G (er+#ce man /(e( " a".
•
)oam#ng?1G of ("/den"( and (er+#ce man g#+e #m$or"ance "o " e roam#ng facal#"y.and rema#n#ng CG of !/(#ne(( man g#+e #m$ "o roam#ng.
•
CO@E)AEE?2G of ("/den"( and !/(#ne(( man "a'e( co+erage #n "e#r m#nd rema#n#ng 6 G of (er+#ce man "a'e( #n #( m#nd of co+erage of " e cell/lar (er+#ce
6;
ANAL0SIS D2 y2u &!i#1 AIRTEL $27<"#y i #u794r * i# INDIA &!"#I DEAE
6C
CONCLUSION
•
T e concl/(#on from " e a!o+e gra$ #( " a" ;2 G of re($onden" (ay ye( " a" a#r "el #( " e n/m!er one !rand #n all re($ec"
•
T e rema#n#ng 2C G of " e $eo$le (ay( " a" " e #dea cell/lar #( " e no < !rand #n Ind#a #n all re($ec"
•
2rom a!o+e #" concl/de( " a" AI)TE* lead( .ay " an " e I,EA.#n all re($ec" #n IN,IA.
6=
ANAL0SIS
I#$274 Gr2u< (M2#&!%y I#$274 i# T!2u "#5 R .)
N+.e A5+2e 5 # t+ 5 5 t+ # U4t+ 5 " " # ! 0 # #0
!4
N+,
4
:>
Air&4%
i54"
C2# u74r r4 <2# 4 82r " 94&&4r 9r"#5 94&344# AIRTEL"#5 IDEA *D *+ con(/ merr(
re($on (e(
*' G (ome $er(onal H D + ' IDEA Br"#5 i# $27<"ri 2# AIRTEL
d#(a$$o#n"men" .#" $refer for rea(on(. I,EA , " ey AI)TE* follo.#ng
2or " e rema#n#ng re($on(e( " e rea(on( are a( follo.(K
:<
$2# u74r
r4 <2# 4
REASONS
NUMBER OF RESPONSES
< AI)TE* #( an e("a!l#( ed !rand name 2 SCHEMES are g#+en #n "#me 1 ne".or' co+erage #( more. 4 $rod/c" #( !e""er from #dea 6 c/("omer care a""ended #n "#me >1 >4 >6
>=
>=
**) P42<%4I 8ir & $!2i$4 28 $4%%u%"r 4r;i$4 3!4# &!4y 3"#& &2 u 4 729i%4 <!2#4
:2
AI)TE* 46G )E*IANCE <>G
HUTCH 1>G TATA IN,ICOM 6G
I,EA CG OTHE)S 2G
AIRT(L +,TC+ TATA I-)IC.* R(LIA-C( I)(A .T+(RS
CONCLUSION
:1
2rom " e a!o+e gra$g .e concl/de " a" 46 G of $eo$le l#'e "o a+!#l " e (er+#ce( of AI)TEl f#r(" "#me, rema#nng 1>G of $eo$le l#'e HUTCH (er+#ce( "o a+a#l, only CG of $eo$le *IHe I,EA !eca/(e of " e range $ro!lem. <> G of $eo$le l#'e rel#ance !eca/(e of " e !rand nameor lo. call ra"e(. 6 G of $eo$le l#'e "a" #nd#com !eca/(e of ne. mo!#le $eo$le a(+e le(( fa#" #n " a" , !/" TATA a( al(o !rand name and offere#ng many !enef#"( . only 2 6 of $eo$le l#'e o" er (er+#ce( l#'e *AN,*INE (er+#ce(, " ey a+e no fa#" #n mo!#le(.
ANAL0SIS Ty<4 28 "5;4r&i 474#& 72 &%y %i14 9y <42<%4 i# AIRTEL "#5 IDEA i
:4
AIRTEL
aB A/d#o !B +#(/al
IDEA
aB A/d#o BB +#(/al
1 5 4 ! # " a$di+ 2i%$al a$di+ 2i%$al airtel idea
CONCLUSION
:6
•
AUDIO, <>G of $eo$le (ay( "
a" " ey are effec"ed !y a#r"el( a/d#o add(, !/"
6 G of $eo$le are effec"ed !y #dea( a/d#o add(
•
/ISUAL,
16 G of #dea add( +#(/al a( effec" on con(/mer( and a#r"el( only
2>G +#(/al add a( effec" on "a a".
•
AUDIO /ISUA%, ;> G of $eo$le are .ell a.are of add( come on
"ele+#(#on , !/" #n ca(e of #dea only:> G $eo$le a( " e#r effec" ca/(e( d/e "o add( #n "ele+#(#on.
2IN,INES
T e concl/(#on of my ("/dy #( " a" AI)TE*7( Ad+er"#(#ng a( a ma%or #m$ac" #"( /(er(. Peo$le l#'e #"( (c eme( +ery m/c .AI)TE* ad crea"ed a +ery good
::
#mage on " e m#nd of " e ne. /(er( of cell/lar (er+#ce. B/" #n #dea " ere #( +ery lo. ad+er"#(/#ng effec"#+ene(( on " e con(/nmer(.. a#r"el a( ado$"ed a +ery
good ("ra"egy !y $ro+#d#ng a ne. connec"#on .#" NOHIA . o #( mar'e" leader #n mo!#le (e", many ne. /(er( !/y No'#a (e"( and " ey ge" a free connec"#on of AI)TE*.
CONCLUSION
Ho.e+er AI)TE* #( a e("a!l#( ed and I,EA #( a gro.#ng name #n " e f#eld of mo!#le (er+#ce( ("#ll #n a +ery ( or" $er#od of "#me rel#ance a(
:;
ca$"/red a /ge mar'e" ( are !eca/(e of and(e" f#nanc#ng and c ea$ fac#l#"#e( (/c a( SMS, call ra"e e"c. In f/"/re, I,EA .#ll (/rely g#+e a ard com$e"#"#on "o AI)TE* a( .ell a( o" er mo!#le (er+#ce com$an#e(. In " e (ame "#me, AI)TE* #( al(o a!#"/al #n ada$"#ng #"(elf accord#ng "o " e mar'e" (#"/a"#on. Hence .e can (ay " a" !o" AI)TE* a( .ell a( I,EA .#ll $ro+e "o !e a !enc mar' for o" er( #n f/"/re.
RECOMMENDATIONS
Airtel.
:C
<. A#r"el ( o/ld f#nance " e re("r#c"#on ( o/ld no" !e " ere.
and(e" l#'e rel#ance !/"
and(e"
2. Ad+er"#(emen" ( o/ld !e mean#ngf/l and a!le "o $er(/ade " e c/("omer. 1. Sale $romo"#on "ec n#9/e ( o/ld !e /(ed "o (/r+#+e #n " e mar'e" and "o #ncrea(e " e (ale 4. In(/rance ( o/ld !e $ro+#ded.
Idea.
<. Mo("ly, c/("omer( a+e reg/lar a!#" of c ang#ng " e#r and(e"(, . #c #( no" $o((#!le #n ca(e of rel#ance. So (/c '#nd of re("r#c"#on ( o/ld no" !e " ere. 2. Ad+er"#(emen" ( o/ld !e mean#ngf/l and a!le "o $er(/ade " e c/("omer.
BIBLIOGRAPH0
:=
Books
Ho"ler, P #l#$ Sc #ff#man, *eon. E. Ho" ar#, C.). K K K Mar'e"#ng Managemen" Con(/mer Be a+#o/r )e(earc Me" odology
Ma,a/ines and $e!spapers.
T e Econom#c( T#me( B/(#ne(( Ind#a B/(#ne(( 5orld
+ebsites
&&&'ideaInfo'com &&&'airtel&orld'com
;>
;<
doc_509236504.doc
it includes objective, research methodology,analysis, finding ,and limitation etc
A RESEARCH PROJECT ON
“MARKETING STRATEGIES OF AIRTEL AND IDEA”
(SUBMITTED IN THE PARTIAL FULFILLMENT FOR THE AWARD OF BACHOLARS OF BUSINESS ADMINISTRATION)
UNDER THE GUIDANCE OF: BY:
SUBMITTED
Mr. JITIN SEHGAL
BBA F"$u%&y
Piyu ! J"i#
BBA '()*+ +'*',+'*-
N.C COLLEGE OF ENGINEERING. ISRANA (KURUKSHETRA UNI/ERSIT0. KURUKSHETRA)
CONTENTS
• • • • • • • • • • • • •
A$1#23%456474#& Pr48"$4 I#&r25u$&i2# Air&4% I54" O9:4$&i;4 28 &!4 &u5y R4 4"r$! M4&!252%26y A#"%y i "#5 I#&4r<r4&"&i2# Fi#5i#6 Li7i&"&i2# 28 &!4 &u5y Su664 &i2# "#5 R4$2774#5"&i2# C2#$%u i2# A##4=ur4 o Bi9%i26r"<!y o >u4 &i2##"ir4
2
DECLARATION
I PIYUSH JAIN, B.B.A., 2 nd year of my college A.I.M.C.S , ere!y declare " a" f#nal $ro%ec" re$or" en"#"led &Mar'e"#ng ("ra"egy of AI)TE* +(. I,EA- #( an or#g#nal .or' and " e (ame a( no" !een
(/!m#""ed "o any o" er #n("#"/"e for a.ard of any o" er degree.
A (em#nar $re(en"a"#on of " e "ra#n#ng re$or" .a( made on " e da"e 000000000000000 and (/gge("#on( a( a$$ro+ed !y " e fac/l"y .ere d/ly #ncor$ora"ed.
PIYUSH JAIN
1
PREFACE
A de"erm#na"#on "o (/cceed #( " e only .ay "o (/cceed. 2or " #(, #" #( +ery #m$or"an" " a" all 'no.ledge, . #c .e a+e, ( o/ld !e "ran(la"ed #n"o ac"#on. I" #( only " en " a" .e can ac #e+e (ome" #ng. Pro%ec" .or' #( " e .ay "o con+er" o/r ra. "alen" #n"o $o"en"#al managemen". Cla((room 'no.ledge can only " en !e eff#c#en" . en #" #( effec"#+ely .edded "o " e real#"#e( of " e (#"/a"#on e3#("#ng o/"(#de " e cla((room. In " #( $ro%ec" .or' $lace an #m$or"an" role. In " #( regard, I .a( g#+en a $ro%ec" en"#"led “MARKETING STRATEG0 OF AIRTEL AND IDEA”
4
ACKNOWLEDGEMENT
S/cce(( #( no" !ro/g " #n er#"ed. I" #( a $rod/c" of . a" .e $/" #n. S/cce(( !eg#n( .#" a good feel#ng a!o/" . ere .e are and a $o(#"#+e a""#"/de a!o/" . ere .e .an" "o !e. 5#" " #( .#ll#ngne((, I a+e ("ar"ed " #( $ro%ec". 2#r(" of all, I .o/ld l#'e "o " an' "o " e (/$reme $o.er, " e alm#g "y god, . o a( al.ay( g/#ded me "o .or' on " e r#g " "rac' of my l#fe and a( al.ay( !le((ed me .#" and enco/ragemen". Ne3" come( a $er(on, .#" o/" . o(e g/#dance and enco/ragemen", " #( $ro%ec" re$or" .o/ld no" a+e !een (/cce((f/l. So, I .o/ld l#'e "o e3$re(( my gra"#"/de "o.ard( M(. P/%a Mann, HO,, N.C.College of Eng#neer#ng, I(rana. #( !le((#ng !y g#+#ng me " e !e(". Ne3" "o #m are my $aren"(, . om I am grea"ly #nde!"ed for a+#ng me !ro/g " /$ .#" lo+e
PIYUSH JAIN
6
E?ECUTI/E SUMMAR0 Fir & 28 "%% 34 !";4 &2 1#23 &!4 74"#i#6 28 r4 4"r$!. r4 4"r$! i i#$r4" i#6 &!4 1#23%4564 i# 4=i &i#6 1#23%4564 2r 34 $"# "y &!"& 4"r$! 82r #43 i54" . S2. I "7 &"1i#6 2u& 7y r4 4"r$! &2 8i#5 2u& &!4 <4r$4<&i2# 28 &!4 $2# u74r &23"r5 5i884r4#& $4%%u%"r 4r;i$4 . I <r4<"r45 7y @u4 &i2##"ir4 "#5 r4$2r5 &!4 r4 <2# 4 28 $2# u74r .
T e $re(en"ed re$or" #( an effor" "o f#nd (ol/"#on for " e $re(en" day Pro!lem #n " e cell/lar (er+#ce $ro+#der(. 5 ere " e Com$any #n"ere("ed "o f#nd o/" " e (ol/"#on for " e fac" " a" !e#ng a AI)TE* " e N/m!er one #n " e cell/lar (er+#ce $ro+#der I $ro$o(ed " em "o /nder"a'e a S"ra"eg#c Mar'e" )e(earc . ere .e
.o/ld )ead " e Mar'e" $erce$"#on of " e AI)TE* and I,EA . S"ar"#ng .#" " e )e"a#ler7( $erce$"#on and " en " e Com$any7( Perce$"#on and f#nally C/("omer7( $erce$"#on. 5e a+e $re(en"ed " #( )e(earc ("/dy .#" re($ec" "o " ree d#fferen" Area( .#" Parame"er(. d#fferen" (am$le( (#8e and com$le"ely d#fferen" (e" of re($on(e
T e (am$l#ng "ec n#9/e /(ed #n all " e " ree ($ ere( of )e(earc #( E3$lora"ory. T e da"a collec"ed /nder all " e " ree d#("#nc" $erce$"#on $o#n" #( com$le"ely
:
$r#mary da"a a( I .a( " e $r#ma fa(c#a for " e(e( re($on(e(. Pr#mary da"a are collec"ed "a'#ng " e +#e. of con(/mer( "o.ard( " e(e cell/lar (er+#ce(. And
(econdary da"a al(o collec"ed from " e (econdary (o/rce( l#'e " e c/("omer care (er+#ce(, !/(#ne(( maga8#ne(.
A( a re(/l" of " #( re(earc I a+e (ee " e loo(e $ool( of " e com$any "o mod#fy " e#r ("ra"egy a" cer"a#n $o#n"( .#" re($ec" "o all " e " ree $erce$"#on node(. In " e )e"a#ler7( $erce$"#on (egmen" I a+e (/gge("ed " e Com$any "o #ncrea(e " e n/m!er of +#(#"( a" re"a#ler o/"le" and !oo(" " e re"a#ler .#" emo"#onal (/$$or" and conf#dence. In Com$any7 $erce$"#on I (/gge("ed " em "o #m$ro+e " e cell/lar (er+#ce( and #n"rod/ce (ome ne. (c eme( "o con(/mer( .#" a""rac"#ng (c eme( . #c ( o/ld !e a+a#la!le a" dealer(. c/("omer
;
INTRODUCTION TO COMPAN0
Today " e "ele comm/n#ca"#on (ec"or #( +ery #m$or"an" #n IN,IA. T ere #( +ery "o/g com$e"#"#on !e".een +ar#o/( com$an#e(. No. a day7( "elecomm/n#ca"#on com$an#e( offer#ng +ar#o/( $lan( or !enef#"( "o c/("omer( "o o/"("and " e com$e"#"#on #n " e mar'e". So, " e "elecomm/n#ca"#on #nd/("ry, #n a .ay, crea"e( em$loymen" for $eo$le. So, I am com$an#e( on " e con(/mer(. Af"er " e l#!eral#8a"#on of " e Ind#an Telecom Sec"or #n <==4, " e Ind#an cell/lar mar'e" .#"ne((ed a (/rge #n cell/lar (er+#ce(. By 2>>6, " ere .ere a "o"al of <2 $layer( #n " e mar'e" .#" " e f#+e ma%or $layer( !e#ng B ar"# Tele?@en"/re( ere "o ("/dy " e mar'e"#ng ("ra"egy of
*#m#"ed AB ar"#B, B ara" Sanc ar N#gam *#m#"ed ABSN*B, H/"c #n(on?E((ar l#m#"ed AH/"c B, Idea Cell/lar l#m#"ed AIdeaB and )el#ance Ind#a Mo!#le A)IMB, and Ta"a Ind#com. A( com$e"#"#on #n " e "elecom arena #n"en(#f#ed, (er+#ce $ro+#der( "oo' ne. #n#"#a"#+e( "o .oo c/("omer(. Prom#nen" among " e(e .ere ? cele!r#"y endor(emen"(, loyal"y re.ard(, d#(co/n" co/$on(, !/(#ne(( (ol/"#on( and "al' "#me (c eme(. T e mo(" #m$or"an" con(/mer (egmen"( #n " e cell/lar #nd/("ry .ere " e yo/" (egmen" and " e !/(#ne(( cla(( (egmen". T e yo/" (egmen" .a(
C
" e large(" and fa("e(" gro.#ng (egmen" and .a( " erefore "arge"ed mo(" ea+#ly !y cell/lar (er+#ce $ro+#der(. B ar"# Tele?@en"/re( ado$"ed cele!r#"y endor(emen" a( #"( c #ef $romo"#onal ("ra"egy. By 2>>4 #" emerged " e /n$receden"ed leader command#ng " e large(" mar'e" ( are #n " e cell/lar (er+#ce mar'e". H/"c #m$lemen"ed " e cele!r#"y
endor(emen" ("ra"egy $ar"#ally, rely#ng $r#mar#ly on #"( crea"#+e ad+er"#(#ng for " e $romo"#on of #"( !rand. BSN*, on " e o" er " ro/g and, a""rac"ed " e con(/mer
#"( lo. co(" (c eme(. Be#ng a ("a"e o.ned $layer, BSN* co/ld co+er
r/ral area(, and " #( el$ed #" #ncrea(e #"( (/!(cr#!er !a(e. )el#ance .a( ano" er $layer " a" ca( ed on #"( #nno+a"#+e $romo"#onal ("ra"eg#e(, . #c cele!r#"y endor(emen"( and a""rac"#+e "al' "#me (c eme(. Idea rel#ed #"( crea"#+e med#a ad+er"#(#ng (an( cele!r#"#e(. #ncl/ded ea+#ly on
=
AIRTEL
A#r"el come( "o yo/ from B ar"# Tele?@en"/re( *#m#"ed ? a $ar" of " e !#gge(" $r#+a"e #n"egra"ed "elecom conglomera"e, B ar"# En"er$r#(e(. A con(or"#/m of g#an"( #n " e "elecomm/n#ca"#on !/(#ne((. In #"D( (#3 year( of $/r(/#" of grea"er c/("omer (a"#(fac"#on, A#r"el a( redef#ned " e !/(#ne(( " ro/g mar'e"#ng
#nno+a"#on(, con"#n/o/( "ec nolog#cal /$ grada"#on of " e ne".or', #n"rod/c"#on of ne. genera"#on +al/e added (er+#ce( and " e care. B ar"# #( " e lead#ng cell/lar (er+#ce $ro+#der, .#" co+er#ng all 21 "elecom c#rcle( of " e co/n"ry. I" c/("omer(. Cell/lar "ele$ ony .a( #n"rod/ced #n Ind#a d/r#ng " e early <==>(. A" " a" "#me, " ere .ere only ".o ma%or $r#+a"e $layer(, Bharti (Airtel) and Essar (Essar) and !o" " e(e com$an#e( offered only post-paid services . In#"#ally, " e cell/lar an all Ind#a foo"$r#n" #g e(" ("andard of c/("omer
a( o+er <2 m#ll#on (a"#(f#ed
(er+#ce( mar'e" reg#("ered l#m#"ed gro." . Moreo+er, " e(e (er+#ce( .ere mo("ly re("r#c"ed "o " e me"ro(. O" er fac"or( (/c a( lac' of a.arene(( among $eo$le lac' of #nfra("r/c"/ral fac#l#"#e(, lo. ("andard of l#+#ng, and go+ernmen" reg/la"#on( .ere al(o re($on(#!le for " e (lo. gro."
<>
of cell/lar $ one (er+#ce( #n Ind#a. Al" o/g " e cell/lar (er+#ce( mar'e" #n Ind#a gre. d/r#ng " e la"e <==>( Aa( " e n/m!er of $layer( #ncrea(ed and "ar#ff( and and(e" $r#ce( came do.n (#gn#f#can"lyB " e gro." .a( ra" er marg#nal. T #(
.a( !eca/(e " e cell/lar (er+#ce $ro+#der( offered only $o("?$a#d cell/lar (er+#ce(, . #c .ere ("#ll $erce#+ed "o !e +ery co("ly a( com$ared "o landl#ne
comm/n#ca"#on(. 2ollo.#ng " #( real#8a"#on, " e ma%or cell/lar (er+#ce $ro+#der( #n Ind#a, la/nc ed $re?$a#d cell/lar (er+#ce( #n " e la"e <==>(. T e ma#n $/r$o(e of " e(e (er+#ce( .a( "o "arge" c/("omer( from all (ec"#on( of (oc#e"y A/nl#'e $o("?$a#d (er+#ce(, . #c .ere "arge"ed only a" " e $rem#/m (egmen"B. B!"r&i T4%4,/4#&ur4 #( one of Ind#aD( lead#ng $r#+a"e (ec"or $ro+#der( of "elecomm/n#ca"#on( (er+#ce( !a(ed on an aggrega"e of <6,C44, 1C2 c/("omer( a( of Oc"o!er 1<, 2>>6, con(#("#ng of <4, ;4>, 1:: ESM mo!#le and <, <>4, ><: !road!and F "ele$ one c/("omer( T e !/(#ne((e( a" B ar"# Tele?@en"/re( a+e !een ("r/c"/red #n"o ".o ma#n
("ra"eg#c !/(#ne(( gro/$( ? " e Mobility Leaders !/(#ne(( gro/$ and " e Infotel Leaders !/(#ne(( gro/$. T e Mo!#l#"y !/(#ne(( gro/$ $ro+#de( ESM mo!#le (er+#ce( acro(( Ind#a #n ".en"y?" ree "elecom c#rcle(, . #le " e Infotel !/(#ne(( gro/$ $ro+#de( !road!and F "ele$ one (er+#ce(, long d#("ance (er+#ce( and en"er$r#(e (er+#ce(. All " e(e (er+#ce( are $ro+#ded /nder " e Air&4% !rand. B ar"# En"er$r#(e( a( !een a" " e forefron" of "ec nology and a( re+ol/"#on#8ed "elecomm/n#ca"#on( .#" #"( .orld cla(( $rod/c"( and (er+#ce(. E("a!l#( ed #n
<<
<=;:, B ar"# a( !een a $#oneer#ng force #n " e "elecom (ec"or .#" many f#r("( and #nno+a"#on( "o #"( cred#". B ar"# $ro+#de( a range of "elecom (er+#ce(, . #c In"erne" and recen"ly #n"rod/ced Na"#onal *ong #ncl/de Cell/lar , Ba(#c , ,#("ance. B ar"# al(o
man/fac"/re( and e3$or"( "ele$ one "erm#nal( and cordle(( $ one(. A$ar" from !e#ng " e large(" man/fac"/rer of "ele$ one #n("r/men"( #n Ind#a, #" #( al(o " e f#r(" com$any "o e3$or" #"( $rod/c"( "o " e USA. B ar"# Tele?@en"/re( " ro/g #"( (/!(#d#ary B ar"# Telene" *#m#"ed ABTN*B old( " e r#g " "o e("a!l#( , ma#n"a#n and o$era"e a f#3ed?l#ne "ele$ one ne".or' #n Haryana " ro/g a l#cen(e +al#d for 2> year( from Oc"o!er C, 2>><. BTN* $ro+#de( f#3ed?l#ne (er+#ce( "o a$$ro3#ma"ely <<4,4>> c/("omer( a( of Marc 1<, 2>>6 /nder " e !rand Airtel . BSN* al(o o$era"e( a f#3ed?l#ne
"ele$ one (er+#ce .#" #n " e (ame geogra$ #cal area. B ar"# #( " e lead#ng cell/lar (er+#ce $ro+#der, .#" a foo"$r#n" #n <: ("a"e(
co+er#ng all fo/r me"ro(. I" a( o+er <2 m#ll#on (a"#(f#ed c/("omer( B ar"# En"er$r#(e( a( (/cce((f/lly foc/(ed #"( ("ra"egy on "elecom . #le
("raddl#ng d#+er(e f#eld( of !/(#ne((. 2rom " e crea"#on of AAir&4%A. one of Ind#aD( f#ne(" !rand(, "o !ecom#ng " e large(" man/fac"/rer and e3$or"er of .orld cla(( "elecom "erm#nal( /nder #"( AB44&4%A !rand, B ar"# a( crea"ed a (#gn#f#can"
$o(#"#on for #"(elf #n " e glo!al "elecomm/n#ca"#on( (ec"or. B ar"# Tele?@en"/re(
<2
#( "oday ac'no.ledged a( one of Ind#aD( f#ne(" com$an#e(, and #"( flag( #$ !rand DA#r"elD, a( o+er <2 m#ll#on c/("omer( acro(( " e leng" and !read" of Ind#a. 5 #le a %o#n" +en"/re .#" TeleTec Inc., USA mar'ed B ar"#7( (/cce((f/l foray #n"o " e C/("omer Managemen" Ser+#ce( !/(#ne((, B ar"# En"er$r#(e(7 dynam#c d#+er(#f#ca"#on a( con"#n/ed .#" " e com$any +en"/r#ng #n"o "elecom (of".are de+elo$men". )ecen"ly, B ar"# a( (/cce((f/lly la/nc ed an #n"erna"#onal +en"/re .#" E* )o" (c #ld Ero/$ o.ned E*)O Hold#ng( Ind#a *"d., "o e3$or" fre(
Agr# $rod/c"( e3cl/(#+ely "o mar'e"( #n E/ro$e and USA B ar"# Tele?@en"/re( +#(#on for #"( mo!#le !/(#ne(( #( “To make mobile comm nications a !ay of life and be the c stomers first choice"# T e m#((#on #( "o mee" " e mo!#le comm/n#ca"#on need( of " e c/("omer " ro/g <B error free (er+#ce 2B Inno+a"#+e $rod/c"( and (er+#ce( and 1B co(" eff#c#ency. T e Com$any7( ("ra"eg#c o!%ec"#+e #( "o con(ol#da"e #"( leader( #$ $o(#"#on among(" " e mo!#le (er+#ce $ro+#der( #n Ind#a. T e Ind#an mo!#le mar'e", accord#ng "o " e COAI, a$$ro3#ma"ely <.2 m#ll#on (/!(cr#!er( a( of Marc 4<.>1 m#ll#on (/!(cr#!er( a( of Marc 1<, 2>>6. ,e($#"e " #( ra$#d gro." , " e mo!#le $ene"ra"#on ra"e #n Ind#a, a" a$$ro3#ma"ely 1.=G a( of Marc 1<, 2>>6, #( (#gn#f#can"ly lo.er " an " e a+erage mo!#le a( #ncrea(ed from
1<, <=== "o a$$ro3#ma"ely
$ene"ra"#on ra"e #n o" er A(#an and #n"erna"#onal mar'e"(.
<1
T e n/m!er of mo!#le (/!(cr#!er( #n Ind#a #( e3$ec"ed "o ( o. ra$#d gro." o+er " e ne3" fo/r year(. By 2>>: #" #( $ro%ec"ed a" 6> m#ll#on !y COAI and 44 m#ll#on !y Ear"ner.
<4
S2ur$4B
A<B Po$/la"#on e("#ma"e( are a( $er Na"#onal Cen(/(, 2>>< and are a( of Marc <, 2>><. T e $o$/la"#on for U""ar Prade( " e "o"al $o$/la"#on A5e("B c#rcle #( a$$ro3#ma"ely 1;G of
A2B 5#rele(( (/!(cr#!er ("a"#("#c( are a( of Marc 1<, 2>>6 and are !a(ed on da"a relea(ed !y COAI. 5#rele(( mar'e" (#8e com$r#(e( " e "o"al n/m!er of .#rele(( (/!(cr#!er( of all
A1B ,emogra$ #c( of Ma ara( "ra and Tam#l Nad/ do no" #ncl/de demogra$ #c( of ("a"e ca$#"al( Ame"ro(B M/m!a# and C enna# re($ec"#+ely.
A4B ,emogra$ #c( of Haryana doe( no" #ncl/de 2ar#da!ad F E/rgaon a( " ey are #ncl/ded #n ,el # F NC). S#m#larly demogra$ #c( of U""ar Prade( A5e("B F
U""aranc al doe( no" #ncl/de No#da F E a8#a!ad a( " ey are #ncl/ded #n ,el # NC). T e (#gn#f#can" gro." #n " e Com$anyD( mo!#le !/(#ne(( a( !een " ro/g a a(
com!#na"#on of organ#c gro."
and ac9/#(#"#on( of add#"#onal l#cen(e( and
!een (/mmar#8ed !elo.. T e #nforma"#on g#+en !elo. #( for " e "o"al mar'e" and #( no" re$re(en"a"#+e of o/r mar'e" ( are or ne".or' co+erage <6
. A( of Mar 1<, A( of Marc 1<, *CCC(*) +'''(+) +''*(-) N/m!er of Mo!#le l#cen(e( eld !y /( To"al mo!#le (/!(cr#!er( #n Ind#a A#n m#ll#on(B Mar'e" mo!#le (/!(cr#!er( #n o/r l#cen(e area(A6B A#n m#ll#on(B Percen"age of mar'e" mo!#le (/!(cr#!er( "o "o"al mo!#le (/!(cr#!er( #n Ind#a >.2< <CG >.6; 1>G <.2C 1:G 4<.>1 <>>G 2 <.<2 4 <.CC 6 1.6C 2>>: +''((D) 21 4<.>1
<B Com$r#(e " e c#rcle( of ,el # and H#mac al Prade( . 2B Com$r#(e " e c#rcle( of ,el #, H#mac al Prade( , Harna"a'a and And ra Prade( . 1B Com$r#(e " e c#rcle( of ,el #, H#mac al Prade( , Harna"a'a, And ra Prade( and C enna#. 4B Com$r#(e " e ".en"y?one o$era"#onal c#rcle( of B ar"# Tele?@en"/re(. 6B Ba(ed on da"a relea(ed !y " e COAI on " e "o"al n/m!er of $er(on( (/!(cr#!#ng "o mo!#le (er+#ce( #n o/r l#cen(ed area
<:
MOBILE STRATEG0
•
Ca$"/re ma3#m/m "elecomm/n#ca"#on( re+en/e $o"en"#al .#" geogra$ #cal co+erage "o ma3#m#8e #"( re+en/e( and
m#n#m/m marg#n(.
•
B/#ld
#g
9/al#"y mo!#le ne".or'( !y de$loy#ng ("a"e?of?" e?ar"
"ec nology "o offer (/$er#or (er+#ce(
<;
Air&4% ;"%u4
Inn venturing I 5e .#ll genera"e and #m$lemen" en"re$rene/r#al and #nno+a"#+e #dea(, . #c .#ll
con"#n/o/(ly crea"e ne. gro." eng#ne(.
Customer First I 5e are comm#""ed "o del#+er#ng (er+#ce !eyond " e e3$ec"a"#on( of " e c/("omer. O/r
9/al#"y of c/("omer re($on(#+ene(( clearly d#fferen"#a"e( /( from o" er(.
Performance Culture I 5e !enc mar' o/r $roce((e( and $erformance aga#n(" .orld?cla(( ("andard(. 5e
d#("#ng/#( !e".een $erformer( and non?$erformer( !y +al/#ng ac #e+emen" a" " e #nd#+#d/al a( .ell a( " e "eam le+el. O/r( #( a c/l"/re of #ncl/(#+ely . ere feed!ac', learn#ng and #dea( are ac"#+ely enco/raged, (o/g " and ac"ed /$on.
Valuing Partnership I 5e are comm#""ed "o !/#ld#ng e3em$lary rela"#on( #$ .#" o/r $ar"ner(, . #c ("and on
" e $r#nc#$le( of m/"/al "r/(" and m/"/al gro." .
<C
Valuing People I 5e n/r"/re an en+#ronmen" . ere $eo$le are re($ec"ed and " e#r /n#9/ene(( #( +al/ed.
5e !el#e+e " a" $eo$le are o/r 'ey d#fferen"#a"or(.
Responsible Corporate Citizenship I 5e are comm#""ed "o ma'#ng a $o(#"#+e and $roac"#+e con"r#!/"#on "o " e comm/n#"y.
A( a re($on(#!le cor$ora"e c#"#8en .e .#ll con"r#!/"e "o and a!#de !y en+#ronmen"al and legal norm(.
Ethical Practices I 5e .#ll /$ old " e #g e(" e" #cal ("andard( #n all #n"ernal and e3"ernal rela"#on( #$.
5e .#ll no" allo. m#(/(e or m#(re$re(en"a"#on of any '#nd.
<=
B2"r5 28 Dir4$&2r
T e Board of ,#rec"or( of " e Com$any a( an o$"#m/m m#3 of E3ec/"#+e and Non?E3ec/"#+e ,#rec"or(, . #c E3ec/"#+e ,#rec"or(. T e C a#rman and Manag#ng ,#rec"or, Mr. Su#i% B!"r&i Mi&&"%. #( an E3ec/"#+e ,#rec"or and " e n/m!er of Inde$enden" ,#rec"or( on " e Board #( more " an 6>G of " e "o"al Board ("reng" . T e #nde$endence of a ,#rec"or #( de"erm#ned on " e !a(#( " a" (/c d#rec"or doe( no" a+e any ma"er#al $ec/n#ary rela"#on( #$ .#" " e Com$any, #"( $romo"er( or #"( managemen", . #c #nde$endence of " e %/dgmen" of a ,#rec"or. T e Board mem!er( $o((e(( re9/#(#"e ('#ll(, e3$er#ence and e3$er"#(e re9/#red "o "a'e dec#(#on(, . #c are #n " e !e(" #n"ere(" of " e Com$any. may affec" " e con(#("( of " ree E3ec/"#+e and ele+en Non?
2>
A3"r5
• •
T e A(#a Pac#f#c A.ard for " e Mo(" Inno+a"#+e H) $rac"#ce(?2>>>. T e Eolden Peacoc' Na"#onal Tra#n#ng A.ard for e3cellence #n Tra#n#ng $rac"#ce(?2>>>.
• •
T e Eolden Peacoc' Na"#onal J/al#"y A.ard?2>><. BC* #( f#r(" mo!#le comm/n#ca"#on (er+#ce $ro+#der #n Ind#a "o !e cer"#f#ed for ISO =>><K2>>> and <(" #n .orld cer"#f#ed !y Br#"#( S"andard( In("#"/"#on for Mo!#le Comm/n#ca"#on.
•
Born a leader, " e f#r(" cell/lar (er+#ce, A#rTel a( ma#n"a#ned leader( #$
2<
IDEA CELLULAR
Idea Cell/lar L " e " ree?.ay %o#n" +en"/re !e".een Ta"a, B#rla and US?!a(ed ATFT L .a( called B#rla Ta"a ATFT !efore !e#ng renamed #n May 2>>2. I" .a( (e" /$ #n Jan/ary 2>>< follo.#ng " e merger of Ta"a Cell/lar and B#rla ATFT Comm/n#ca"#on( and #( Ind#aD( lead#ng cell/lar (er+#ce( $ro+#der. 5#" IdeaD( ac9/#(#"#on of E(co"el #n early 2>>4, #"( foo"$r#n" no. co+er( aro/nd :> $er cen" of Ind#a7( $o$/la"#on and o+er :6 $er cen" of " e "elecom mar'e". I" a( $re(ence #n (e+en ("a"e(K Ma ara( "ra Ae3cl/d#ng M/m!a#B, Eoa, E/%ara", And ra Prade( , Mad ya Prade( , C a""#(gar , U""ar Prade( A5B, Haryana,
Herala and ,el # A#ncl/(#+e of NC)B. Ha+#ng o$era"#on( #n fo/r of " e f#+e large(" cell/lar c#rcle( #n Ind#a, Idea #( " e mar'e" leader #n " e Ma ara( "ra and Eoa, Herala, UP A5B, Mad ya Prade( n/m!er of (/!(cr#!er(. Eac (#ngle call re(ol/"#on c#rcle and C a""#(gar c#rcle( #n "erm( of a
a( #"( o.n ded#ca"ed call cen"re .#" "o.ard( " e
a$$roac
c/("omer. a "o"al
Idea co+er( o+er 1,::> (mall and ma%or "o.n( and +#llage( along .#"
#g .ay connec"#+#"y of o+er :,>>> 'm. T ere are o+er 1C> DIdea nD UD o/"le"( and Idea ( o$( and a ne".or' of o+er 44,>>> re"a#ler( and deacon(. T an'( "o " e fron"l#ne "ec nology L from No'#a, Er#c((on, Alca"el and Sc l/m!erger Sema among o" er( L a" #"( command, " e com$any can offer #"( c/("omer( e3"en(#+e co+erage, 9/al#"y (er+#ce and m#n#mal conge("#on le+el(. T e com$any #( " e fa("e(" gro.#ng ESM o$era"or #n #"( area of o$era"#on. T e gro." ra"e #n " e la(" (#3 mon" ( a( !een C6 $er cen" a( aga#n(" C4 $er cen" of 22
all o$era"or( #n " e (ame area of o$era"#on. T e com$any #( no. ca( $o(#"#+e, and #( e3$ec"ed !e $rof#" $o(#"#+e #n " e f#nanc#al year 2>>4?>6.
Idea Cell/lar offer( a .#de range of cell/lar (er+#ce( and $rod/c"(. I"( $o("?$a#d and $re?$a#d (er+#ce( are (/$$or"ed !y a +ar#e"y of $ac'age $lan( "o (/#". I" .a( " e f#r(" com$any #n " e co/n"ry "o la/nc EP)S #n No+em!er 2>>2. I"
( o.ca(ed E,EE AEn anced ,a"a )a"e( for ESM E+ol/"#onB #n ,el #, #n J/ly 2>>4. 5#" E,EE, (/!(cr#!er( can en%oy l#+e "ele+#(#on .#" a da"a do.nload
ra"e of o+er <:> '!$(. Idea (/!(cr#!er( .#ll al(o a+e a r#c er e3$er#ence . #le .a"c #ng mo+#e $re+#e.(, m/l"#med#a me((age( .#" #nfo"a#nmen", +#deo a""ac men"(, .e!?
#g ?($eed +#deo do.nload(, %a+a game do.nload( and o" er
In"erne"?!a(ed m/l"#?med#a e3$er#ence( on " e#r E,EE ena!led mo!#le $ one(. I" $#oneered " e conce$" of DCell/lar Joc'eyD and offer( DM/(#c Me((ag#ngD "o all #"( (/!(cr#!er(. I" al(o la/nc ed DElo!al SMSD, . #c allo.( " e /(er( "o (end and rece#+e SMS from o+er 64> ne".or'( and <;> co/n"r#e( acro(( " e "ec nology $la"form( l#'e ESM, C,MA, T,MA and (a"ell#"e $ one(. T e com$any #n"rod/ced DMo!#le To$?U$D Aa fle3#!le any"#me any. ere rec arge (er+#ce for $re?$a#d c/("omer(B and DSay I,EAD fea"/re " a" allo.( " e /(er( "o acce(( +al/e added (er+#ce( !y ($ea'#ng #n"o " e#r mo!#le(.
I" al(o offer( SMS #n n#ne +ernac/lar lang/age( L H#nd#, E/%ara"#, Mara" #, Bengal#, Tel/g/, Tam#l, Malayalam, Hannada and P/n%a!#, #n add#"#on "o Engl#( "o #"( (/!(cr#!er(.
21
Idea Cell/larD( an"eceden"( da"e !ac' "o <==6, . en " e Ad#"ya B#rla Ero/$ and ATFT A" ro/g B#rla ATFT Comm/n#ca"#on( M Ma ara( "ra F E/%ara" c#rcleB Ta"a Cell/lar ? And ra Prade( c#rcleB (e" /$
and " e Ta"a Ero/$ A" ro/g cell/lar ne".or'(. Bo"
" e a!o+e com$any .ere among(" " e f#r(" com$any "o
commerc#ally ("ar" o$era"#on #n c#rcle( o" er " an me"ro( and ac #e+e f#nanc#al clo(/re#n Ind#an Telecom #nd/("ry
In " e year 2>>>, " e
#("or#c $a" ?!rea'#ng merger of Ta"a Cell/lar .#" B#rla
ATFT Comm/n#ca"#on( and " e (/!(e9/en" ac9/#(#"#on of )PE Cell/lar ? AMad ya Prade( c#rcleB #n " e year 2>>< ? el$ed "a'e " e com$any "o a#m e+en f/r" er and led "o " e forma"#on of B#rla Ta"a ATFT *#m#"ed.In year 2>><, com$any .on fo/r" cell/lar l#cen(e for ,el # me"ro c#rcle and #n year 2>>2
com$any #n"rod/ced common !rand NOdeaN and c anged " e name "o I,EA Cell/lar*#m#"ed. S#nce " en, " ere la/nc a( !een no loo'#ng !ac' for I,EA Cell/lar. T e com$any
,el # o$era"#on( #n year 2>>2 and added a record <>>,>>> (/!(cr#!er
.#" #n one mon" .
In 2>>1, " e com$any ac #e+ed " e large(" f#nanc#al clo(/re #n Ind#an Telecom for all #"( c#rcle. In 2>>4, " e com$any en"ered #n"o def#n#"#+e agreemen" "o ac9/#re E(co"el Mo!#le Comm/n#ca"#on( Ae3#("#ng o$era"or #n Haryana, Herala and UPA5BB and E(cor"( Telecomm/n#ca"#on( Acell/lar l#cen(ee older
forUPAEBH#mac al Prade(
24
A3"r5
Idea Cell/lar M?co/$on (er+#ce !agged " e $re("#g#o/( PEolden Peacoc' a.ard for " e mo(" #nno+a"#+e $rod/c" Q (er+#ce7 #n 2e!r/ary 2>>1. T e Eolden Peacoc' a.ard(, e("a!l#( ed !y " e In("#"/"e of ,#rec"or(, #( g#+en "o com$an#e( demon("ra"#ng (/("a#na!le e3cellence and #nno+a"#on #n " e man/fac"/r#ng and (er+#ce (ec"or(, lead#ng "o #m$ro+ed $erformance. • In Marc 2>>1, Idea AMad ya Prade( and C a""#(gar B .a( declared " e
No < cell/lar (er+#ce #n Ind#a !y " e Telecom )eg/la"ory A/" or#"y of Ind#a AT)AIB for " e (econd con(ec/"#+e "#me. • C o(en a( " e .#nner of " e a.ard, PInd#ra A.ard for Mar'e"#ng E3cellence7 for !e#ng " e #g e(" recalled !rand #n " e year 2>>1 • )an'ed (econd #n o+erall /(er (a"#(fac"#on !y " e @o#ce F ,a"a M I,C Mo!#le U(er7( Sa"#(fac"#on S/r+ey, Oc"o!er 2>>1, . #c .a( !a(ed on
$arame"er( l#'e ne".or' a+a#la!#l#"y and $erformance, c/("omer care, +al/e added (er+#ce(, $re?(ale( and (ale( effor", and !#ll#ng.
26
CORE BELIEFS OF IDEA
T e com$any con"#n/o/(ly arne((e( " e $o.er of .#rele(( re+ol/"#on "o $ro+#de .orld?cla(( $rod/c"( and (er+#ce(. I" a#m( a" re($ond#ng "o c/("omer need( $roac"#+ely !y an"#c#$a"#ng re9/#remen"( and $ro+#d#ng ready (ol/"#on(. Idea Cell/lar dra.( #n($#ra"#on from " e loyal"y of #"( (/!(cr#!er( "o 'ee$ra#(#ng " e !ar, "o ( a$e " e f/"/re, and "o c ange and enr#c " e l#fe of eac and e+ery mem!er of #"( e+er?gro. fam#ly.
T e com$any #( " e fa("e(" gro.#ng ESM o$era"or #n #"( area of o$era"#on. T e gro." ra"e #n " e la(" (#3 mon" ( a( !een C6 $er cen" a( aga#n(" C4 $er cen" of all o$era"or( #n " e (ame area of o$era"#on. T e com$any #( no. ca( $o(#"#+e, and #( e3$ec"ed !e $rof#" $o(#"#+e #n " e f#nanc#al year 2>>4?>6.
Idea Cell/lar offer( a .#de range of cell/lar (er+#ce( and $rod/c"(. I"( $o("?$a#d and $re?$a#d (er+#ce( are (/$$or"ed !y a +ar#e"y of $ac'age $lan( "o (/#".
2:
INTRODUCTION TO THE STUDY UNDERTAKEN
? STARTEGY OF AIRTEL
'Magic Hai To Mumkin Hai'
In 2>>2, " e lead#ng Ind#an "elecomm/n#ca"#on( com$any, B ar"# Cell/lar *#m#"ed AB ar"#B (#gned " e famo/( cr#c'e" $layer Sa/ra+ Eang/ly and lead#ng mo+#e ("ar(, Mad a+an and Hareena Ha$oor a( endor(er( for #"( !rand, A#r"el Mag#c A$re?$a#d cell/lar cardB. I"( o!%ec"#+e .a( "o crea"e " e #g e(" recall for Mag#c #n " e $re?$a#d cell/lar "ele$ ony (egmen" !y ca( #ng #n on " e ".o !#gge(" $a((#on( of Ind#a ? mo+#e( and cr#c'e". B ar"# al(o c anged " e "agl#ne for Mag#c from DYo/ Can ,o Mag#cD "o DMag#c Ha# To M/m'#n Ha#D AIf " ere #( Mag#c, #"D( $o((#!leB. T e mo+e a""rac"ed con(#dera!le med#a a""en"#on, a( #" .a( /n/(/al for a com$any "o ($end (o la+#( ly "o $romo"e a (#ngle !rand. In Oc"o!er 2>>2, B ar"# la/nc ed a "ele+#(#on commerc#al AT@CB, fea"/r#ng S a )/' H an Alead#ng ac"or, already endor(#ng Mag#c (#nce a co/$le of year(B and Hareena Ha$oor. T e T@C, de+elo$ed !y one of Ind#aD( lead#ng ad+er"#(#ng agenc#e(, Perce$" Ad+er"#(#ng, .a( " e f#r(" of " e (er#e( of fo/r T@C( for Mag#cD( ne. cam$a#gn. Accord#ng "o B ar"#, " e T@C( a#med a" a""rac"#ng yo/ng ad/l"( #n SEC B and C ca"egor#e( of " e Ind#an mar'e" . Commen"#ng on " e ne. de+elo$men"(, Heman" Sac de+ AHeman"B, ,#rec"or, Mar'e"#ng and Cor$ora"e Comm/n#ca"#on(, B ar"# En"er$r#(e(, (a#d, NT e a#m #( "o !e rele+an" "o " e ma((e( and ma'e all " e#r dream(, o$e( and de(#re( come "r/e #n("an"ly, a" )( 1>> $er mon" .N 2;
P)OMOTIONA* ST)ATEEY?
Indian Idol Auditions on Airtel K Clo(e on " e eel( of e3cl/(#+e acce(( "o
Ha/n Banega Crore$a"# 2D( Nfa("e(" f#nger f#r("N, A#r"el a( added ano" er fea" er "o #"( ca$, !y #n"rod/c#ng mo!#le a/d#"#on( for " e eagerly?a.a#"ed Ind#an Idol 2 "o !e a#red on Sony Tele+#(#on.
Airtel Customers Get Asia Roaming BA#r"el a mem!er of A(#aD( large("
mo!#le all#ance ? Br#dge Mo!#le, a( anno/nced " e la/nc of a (/#"e of mo!#le (er+#ce( " a" .#ll ena!le A#r"elD( c/("omer( "o acce(( a range of (er+#ce( . en roam#ng o+er(ea( on " e all#ance mem!erD( ne".or'.
Airtel Reduces Roaming Tariff BA#r"el a( anno/nced a red/c"#on #n #"(
roam#ng ra"e( a( a $ar" of #"( cele!ra"#on for co+er#ng 21 c#rcle( acro(( Ind#a .
Airtel Gets Student-friendly BA#r"el #( c/("om#8#ng #"( mo!#le (er+#ce(
$ac'age( accord#ng "o . a" #" feel( c/("omer( .an" " e mo(".
2C
ENDORSEMENT STRATEG0,
)AHMAN TUNE C)OSSES AI)TE*7S ERC*USI@ITY BA))IE) KCell/lar (er+#ce $ro+#der A#rTel (eem( "o a+e #" " e r#g " no"e .#" #"( ne. commerc#al ("arr#ng m/(#c#an A ) )a man. T e commerc#al . #c #( c/rren"ly on a#r a( a !ea"
. #c al(o do/!le( /$ a( a r#ng"one . #c #( o("en(#!ly a+a#la!le only "o A#rTel /(er(. B/" " e #n"ere("#ng $ar" #( " a" " e r#ng"one #( !e#ng fla/n"ed no" %/(" !y A#rTel c/("omer( !/" !y c/("omer( of r#+al (er+#ce $ro+#der( l#'e BP*, Orange and ,ol$ #n a( .ellO T e r#ng"one . #c #( al(o " e %#ngle for A#rTel7( T@ commerc#al, #( $ro+#ng "o !e a $o"en" ad+er"#(#ng "ool for " e com$any. I" #( no" +ery clear . a" " #( mean( for " e o" er cell/lar o$era"or(. Cell/lar /(er( a+e !een &for.ard#ng- " e "/ne "o one ano" er, . #c accord#ng "o Mr Po"a, a( g#+en A#rTel a c ance "o en"er " e &m#nd of " e /(er- #rre($ec"#+e of . #c (er+#ce e o$"( for. &Com$e"#"#on .#ll no" do .ell "o ado$" a 'nee %er' reac"#on and .#ll come o/" .#" a+e "o
ad+er"#(#ng " a" #( .ell " o/g " o/"- e3$la#n( Mr Ha$oor. He
an"#c#$a"e( a (#"/a"#on . ere " e ne. en"ran" AA#rTelB .#ll con"#n/e "o !e more aggre((#+e.
2=
TEN,U*HA). F SHAH)UHH KBo"
Tend/l'ar and H#ng H an already ( are " e
frame for (of" dr#n'( ma%or Pe$(#Co Ind#a. Tend/l'ar #( no" " e f#r(" cr#c'e"er "o endor(e B ar"#7( A#r"el !rand. Ind#an ca$"a#n Sa/ra+ Eang/ly ad done (o . en A#r"el la/nc ed #"( (er+#ce #n " e ea("ern me"ro$ol#( of Hol'a"a2>><.
T o/g com$any e3ec/"#+e( .ere m/m on " e +al/e of " e Tend/l'ar deal, " o(e #n " e ad+er"#(#ng fra"ern#"y $eg " e (#gn#ng ra"e for " e " ree?year deal any. ere !e".een )( C crore and )( <> crore. Bo" Sac #n and S a )/' are ".o of " e mo(" (o/g " af"er cele! endor(er( #n " e co/n"ry, .#" " e former edg#ng o/" " e la""er #n " e cele!
endor(emen" race. T e Ma("er Bla("er7( $or"fol#o #ncl/de( !rand( l#'e Colga"e Pamol#+e, ESPN?STA) S$or"(, Pe$(#, M)2, Boo(", T@S, Pal#o, @#(a, Ad#dda( and Br#"ann#a. T e lead#ng !rand( endor(ed !y H an #ncl/de Hy/nda#, Pe$(#, A#r"el, Tag H/er, Cl#n#c All Clear, Bag$#$er and @#deocon, amongo" er(. Accord#ng "o com$any e3ec/"#+e(, " e #dea of ro$#ng #n Tend/l'ar #( #n l#ne .#" connec" "o " e ma(( mar'e" " ro/g " e gro/$7( ("ra"egy "o
cele! endor(er( from mo+#e(, cr#c'e" and m/(#c.
&2or ma(( connec", S a )/' and Sac #n are " e !e(" !e" a( !rand endor(er(,- (ay( a (en#or com$any e3ec/"#+e. B ar"# $lan( "o la/nc a m/l"#med#a cam$a#gn "arge""#ng #"( (er+#ce .
1>
SCHEMES
SMS $ac'age(? a#r"el $ro+#de( (m( $ac'age #n . #c com$any ded/c"( 1> r( ren" and
o" er c arge( and offer 2>>> (m( free #n a mon" .
Airtel Promotes Performing Arts
A#r"el a( anno/nced " e la/nc of NA#r"el E3$re((#on(N, a $la"form "o $romo"e and cele!ra"e " e +ar#o/( form( of e3$re((#on( " ro/g " e med#/m of $erform#ng ar"( #n ,el #.
Airtel Launches BlackBerry 7 !!g
A#r"el and )e(earc In Mo"#on A)IMB a+e #n"rod/ced " e Blac'Berry ;<>>g !/(#ne(( $ one #n " e co/n"ry.
,IA*E) "one(? a#r"el al(o $ro+#de( " e d#aler "one( "o #"( c/("omer( , no. any caller can ear (ong( on yo/r mo!#le $ one( , " e com$any ded/c"( 1> r( ren" $er mon" and call c arge( "o a$$ly " #( "one #( r( S:Qm#n.
1<
INTRODUCTION OF CONSUMER BEHA/IUOR
Con(/mer !e a+#or #( " e ("/dy of o. #nd#+#d/al( ma'e dec#(#on( "o ($end " e#r A+a#la!le re(o/rce( "#me, money , effor" on con(/m$"#on rela"ed #"em( #" #ncl/de( " e ("/dy of . a" "o !/y , . ere "o !/y , o. "o !/y, o. of"en " ey /(e. " ere #( a 9/e("#on ar#(e( . y .e ("/dy " e con(/mer !e a+#or and $erce$"#on "o.ard( a !rand J/(" a( con(/mer or mar'e"er are d#+er(e, " e $re(ea(on . y " e con(/mer ("/dy are al(o d#+er(e , a( con(/mer are , .e !enef#" from #n(#g "( #n"o o/r o.n con(/m$"#on rela"ed dec#(#on . a" .e !/y , . ere .e !/y e"c Ian do#ng my re(earc on con(/mer !e a+#or( "o.ard( " e mo!#le (er+#ce(, I o. reg/larly e #(
a+e "o "a'e #n"o m#nd . y con(/mer c oo(e " a" (er+#ce, /(#ng " a" (er+#ce(
In add#"#on "o " e ("/dy#ng con(/mer /(e( and $o(" $/rc a(e( e+al/a"#on of " e $rod/c" " ey !/y con(/mer re(earc er( are al(o #n"ere("ed #n o. o. #nd#+#d/al d#($o(e of " e#r $rod/c" are " ey (a"#(f#ed .#" " e#r mo!#le (er+#ce( or no". T e "erm con(/mer !e a+#or #( of"en /(e "o de(cr#!e ".o d#fferen" '#nd( of con(/mer en"#"#e( " e $er(onal con(/mer and organ#8a"#onal con(/mer. " e $er(onal con(/mer #ncl/de( " e (#ngle $er(on and " e organ#8a"#onal con(/mer #ncl/de " e $rof#" and non $rof#" en"#"#e(. So #n cell/lar (er+#ce( con(/mer
12
"eha#ior of the $eo$le is #ery necessary % &hether they $urchase cellular connection on the "asis of ser#ices% co#erage % "rand name or lastly customer attendance ' so iam doing my research "et&een t&o cellular "rands AIRT(L and I)(A and to kno& the consumer $erce$tion to&ards this cellular "rands'
11
*arketing strategy of idea
<B %od# 'amal '#? #dea cell/lar la/nc e( a $rogramme on ("ar $l/( JO,I HAMA* HI. In . #c " ey ad+er"#(e " e#r $rod/c"( " ro/g " #( (er#al. 5 #c come( a" = $.m on e+ery Sa"/rday.
2B C ar#"y ma"c
($on(ored !y #dea $layed !e".een Bolly.ood and England a"
M/m!a##n . #c !olly.ood .#n( " e ma"c and amo/n" goe( "o $eo$le (/ffer#ng from cancer.
1B2ree o/"go#ng call( for e+ery 2 m#n/"e( allo+er Ind#a, cond#"#on( a$$ly on " a".
1B C em#(" (c eme(? a+a#la!le "o all c em#(" a+a#la!le #n aryana? #n . #c " e (/!(cr#!er a( "o $ay ren" r( <>> $S$er mon" " e call c arge( .#ll !e r( 6> $a#(e "o all mo!#le and free (m( 6> #n mon" .
14
4B SUMO 5)EST*E) USE,? " e com$any /(e( (/mo #n " e#r ad, . #c (ay( $re$a#d o "o #dea %a#(a. 5 #c mean( "al' more $ay le((.
6B ONE IN,IA ONE I,EA? #n . #c yo/ can call,(m(,("d a" " e ra"e of r( <.!/" " e com$any ded/c" <.26$a#(e $er day.
:B SMS $ac'age? #n " #( " e c/("omer a( "o ded/c" r( <6 and com$any g#+e( <>>> (m( free for a mon" "o c/("omer(.
;B
+al/e?added (er+#ce( (/c a( +ernac/lar SMS A#n = lang/age(B, game( on " e
mo!#le, a large co+ered area for $re?$a#d roam#ng,
CB Send#ng a Ma#l "o any e?ma#l I, #( (o m/c ea(#er. J/(" follo. " e (#m$le ("e$( and (end a ma#l "o fr#end or a collea/ge any. ere #n " e .orld from . ere+er yo/ are.
=B Yo/ can read, com$o(e, dele"e and re$ly "o yo/r Ya ooO e?ma#l(
16
<>B )INE TONE SE)@ICES? #dea $ro+#de( r#ng "one (er+#ce "o #"( c/("omer( , " e com$any ded/c" r( 1> a( a mon" ly ren"al. And yo/ can a$$ly any (ong a( yo/r r#ng "one(.
<<B HA)YANA? Idea Cell/lar *"d a( anno/nced " e Idea E#rl( Be(" 2r#end offer, an o$$or"/n#"y "o o.n a free da88l#ng real d#amond $endan" .#" e+ery ne. $o("?$a#d connec"#onon a $lan of )( <6> and a!o+e. T e offer can al(o !e !oo'ed " ro/g all Idea and U ( o.room(. T e e3#("#ng $o("?$a#d c/("omer( can al(o a+a#l " em(el+e( of " e offer
. <2B
Ya ooda"#ng
,
*oo'#ng for a !#" of romance #n yo/r l#fe. 5ell, .#" Ya oo da"#ng (er+#ce yo/ may f#nd " e $erfec" $ar"ner yo/ ad al.ay( !een loo'#ng for. To )eg#("er "y$e ,a"e )eg I, Pa((.ord Age Se3 *oca"#on F (m( a" C241.
<1B Ya ooMa#l
,
Send#ng a Ma#l "o any e?ma#l I, #( (o m/c ea(#er. J/(" follo. " e (#m$le ("e$( and (end a ma#l "o fr#end or a collea/ge any. ere #n " e .orld from . ere+er yo/ are. Yo/ can read, com$o(e, dele"e and re$ly "o yo/r Ya ooO e?ma#l.
1:
H"ry"#"
Idea Cell/lar L " e " ree .ay %o#n" +en"/re !e".een Ta"a, B#rla and US?!a(ed ATFT L .a( called B#rla Ta"a ATFT !efore !e#ng renamed #n May 2>>2. I" .a( (e" /$ #n Jan/ary 2>>< follo.#ng " e merger of Ta"a Cell/lar and B#rla ATFT Comm/n#ca"#on( and #( Ind#aD( lead#ng cell/lar (er+#ce( $ro+#der. BTN* $ro+#de( f#3ed?l#ne (er+#ce( "o a$$ro3#ma"ely <<4,4>> c/("omer( a( of Marc 1<, 2>>6 /nder " e !rand Airtel. BSN* al(o o$era"e( a f#3ed?l#ne "ele$ one (er+#ce
.#" #n " e (ame geogra$ #cal area.
1;
I,EA0CE**U*A) SE)@ICES
POPULATION1
A( on Marc ><, 2>>:
<C m#ll#on
MOBILE - SUBSCRIBER BASE2
As on March 31, 2006
928,38
I!E" LINE "ELs3
As on March 31, 2006
983,89
#E$ICLES%
A( on Marc 1<,<==:
<,2<6,642
1C
STATEMENT OF OBJECTI/E
Ma#n o!%ec"#+e
T e MAIN o!%ec"#+e of my $ro%ec" re$or" #( "o ("/dy " e mar'e"#ng,("ra"egy of AI)TE* and #dea Cell/lar (er+#ce <"#i<"& $i&y and #"( effec" on mo!#le /(er( e3#("#ng and . o are go#ng "o /(e mo!#le (er+#ce #n f/"/re. In o" er .ord(, my a#m #( "o ("/dy " e
S/! o!%ec"#+e ? TO 'no. " e c/("omer $erce$"#on ? To 'no. . #c #( " e !e(" ? To 'no. " e !rand loyal#"y
1=
)ESEA)CH METHO,O*OEY
T #( re(eac $re(en"ed a( an e3$lora"ory "y$e re(eac $lo" . . ere I ga" ered
re($on(e( for " o(e a($ec"( #n " e mar'e". 5 #c
.ere no" (o clear .In my
re(earc I ("(ar"ed "o "a'e re($on(e( $er(onally !y +#(#"#ng "o " e c/("omer( and reg#("ered " e#r re($on(e. I .an" "o 'no.n " e c/("omer $erce$"#on "o.ard( " e AI)TE* and I,EA. In my re(earc I "a'e 2>> (am$le (#8e. 5 om I $er(onally reg#("ered " e#r re($on(e( for eac $erce$"#on. and e+ery a($ec" rela"ed "o " e c/("omer(
T e (am$le (#8e for C/("omer .a( <6> . ere " e C/("omer( re($on(e( !een collec"ed from all " e $o((#!le race( and area( . #c
a+e
.ere #n my reac ere a+e
. #le .or'#ng on " #( re(earc . T e C/("omer re($on(e( reg#("ered
!een collec"ed from d#fferen" Hango/" Tone( l#'e re("a/ran"( , fr#end( "o ge" " e yo/ng re($on(e(. 2or (ome ma"/re re($on(e(, I a+e a$$roac ed (ome off#c#al( (o " a" (ome $rofe((#onal re($on(e( are collec"ed. I a+e al(o con"ac"ed (ome
S o$ Hee$er( and . T /( I a+e ga" ered " e c/("omer re($on(e( from all ma%or (ec"#on( #n n Soc#e"y . o are $ro!a!ly /(#ng an cell/lar (er+#ce. T e #m$or"ance of " e $ro%ec" l#e( #n " e fac" " a" .e are #n"ere("ed "o f#nd O/" " e da"a . #c #( no" (o e+#den" #n " e mar'e" !eca/(e #"( rela"ed "o $erce$"#on of " e c/("omer( and " #( can !e only analy8ed . en .e $er(onally mee" " e c/("omer( .
4>
,a"a #( collec"ed from !o" " e Pr#mary (o/rce( i.e. 9/e("#onna#re and al(o from Secondary (o/rce(.
Pr#mary (o/rce(K T e $r#mary (o/rce of da"a collec"#on #( " ro/g
9/e("#onna#re. T e 9/e("#onna#re( are d#("r#!/"ed among 2>> $eo$le( and " e#r +#e. #( recorded and /(ed #n analy8#ng " e da"a
Secondary (o/rce( KT e (econdary (o/rce( #ncl/de( onl#ne (#"e(, ne.($a$er(
and "em$la"e( from AI)TE* and I,EAd#("r#!/"#on( cen"er(
SAMP*E SITE? 2>> )ESEA)CH ,ESIEN M e3$lana"ory re(erc
4<
*IMITATIONS
? T e re($on(e( collec"ed are $erce$"#on !a(ed (o " e na"/re +ar#an" can !e !#a(#ng fac"or. ? I .a( no" a!le "o co+er " e . ole $an#$a" c#"y. ? T e "#me for " e re(earc .a( l#m#"ed. ? Money al(o !ecome " e con("ra#n" for me .
A$AL%&I& A$' I$TE()(ETATI*$
42
# +hich connection yo are sin, at present-
CLIENT USAGE
45% 55%
Airtel idea
41
CONCLUSION
• • •
T er are "o"al 66G $er(on( . #c /(e( AI)TE*. And 46 G of " e $er(on( are /(#ng #dea d/e "o #"( good (c eme( . So, " e concl/(#on #( " a" ma%or#"y of $eo$le are /(#ng a#r"el (er+#ce( !eca/(e of #"( more !enef#"( " an #dea.
44
A$AL%&I&
# ' e to !hich reason yo are availin, mobile services-
4 !5 ! #5 # "5 " 5
4 ! # N+, "
Stat$%
O&&i'e $%e
Fa(il)
Ot*er
46
CONCLUSION
In " #( gra$ .e concl/de " a" 4>G $eo$le /(e( mo!#le for " e#r ("a"/( (ym!ol., " e 1>G $eo$le /(e( mo!#le( for " e#r off#ce %o!(, " en " e rema#n#ng <> G and 2> G $eo$le /(e( mo!#le( for fam#ly or for " e o" er $/r$o(e(.
So, mo(" of " e $er(on( "a'e( mo!#le #n " em for " e#r ("a"/( (ym!ol(and #" #( al(o +ery /(ef/l #n %o!( , (o many $eo$le "a'e( mo!#le "o ea(#ly con"ac" .#" " e#r em$loyer(.
And la("ly (ome $eo$le re"a#n mo!#le( for many $/r$o(e( o" er " an " a", #" can !e for fam#ly , fr#end( e"c.
4:
A$AL%&I& D2 y2u &!i#1 &!"& "5;4r&i i#6 !" $!"#645 y2ur <4r$4<&i2# 82r 9r"#5E
5 4 ! # "
55
! N+, "5
Ye%
N+
Ca./t %a)
4;
CONCLUSION
W4 $2#$%u54 &!4 $2#$%u i2# 8r27 &!4 6r"<! &!"& • 66G of " e $eo$le( (ay " a" " e#r $erce$"#on c ange( d/e "o " e effec" of ad+er"#(#ng. • -' F of " e $eo$le (ay " e#r $erce$"#on a!o/" " e cell/lar doe(n7" c ange( d/e "o " e ad+er"#(#ng effec"#+ene(( of " e com$any • <6G $ercen" of $eo$Ule can" (ay a!o/" " #(.
4C
A$AL%&I& H23 7"#y "r4 u i#6 Air&4% "#5 IDEA i# Pr284 i2#)S4r;i$4 D4&"i% E
!
#0
#5 # Ser2i'e B$%i.e%% St$de.t% Ot*er%
#
"5 "# " 0 5 1 5 " "
Airtel U%er
IDEA
4=
CONCLUSION
•
AI)TE* USE)S? from " e a!o+e gra$ #" #( concl/ded " a" <2G /(e( for (er+#ceCG $er(on /(e( a#r"el for " e !/(#ne(( $/$o(e( , 2C G ("/den"( /(e( #n college( and #n (c ool le+eland la("ly ; G $eo$le /(e( for o" er $/r$o(e(
•
I,EA USE)S? <> G $eo$le /(e( #dea cell/lar #n (er+#ce( , !/(#ne(( man /(e( 2>G of (er+#ce( d/e "o many (c eme( offered !y #dea rema#n#ng <>G are /(ed !y ("/den"( and 6G are /(ed for o" er( $/r$o(e(.
6>
A$AL%&I&
A64 Gr2u< u 4r E
A3e Gr+$4
5 4 ! # " U4 t+ # N+, #4 #" t+ 4 4" 4" t+ #! #4 4" #! "# N+,
A5+2e "#
6<
CONCLUSION
•
BET5EEN >?2> AEE E)OUP? from " e gra$ .e concl/de " a" 24 G of " e $eo$le a+a#l (er+#ce( of mo!#le(.
•
BET5EEN 2<?4> AEE E)OUP? #n " #( 4<G of " e $eo$le /(e( mo!#le (er+#ce(
. • BET5EEN 4<?:>AEE E)OUP? #n " #( 21 G of $eo$le /(e( (er+#ce of mo!#le $ one( #n IN,IA.
•
ABO@E " a" age gro/$ only <2 G of $eo$le /(e( (er+#ce(.
62
A$AL%&I& 3!"& i &!4 4= $27<2 i&i2# u i#6 &!4 729i%4 <!2#4 E
SE? COMPOSITION
Se6
1 5 4 ! # " !5 % N+, -5
Male
Fe(ale
61
CONCLUSION
•
:6 G of " e re($onden" are of " e ca"egory male (o .e can (ay mo!#le( are more $o$/lar among " e male a( yo/" are more a""rac"#+e "o.ard " e mo!#le(
•
16G of " e re($onden" !elong "o " e female cla(( a( "oday g#rl( are al(o #n " e %o!( .
•
" e a!o+e .e can (ay " a" . a" e+er " e (e3 #( mo!#le #( /(ef/l "o e+ery of genera"#on
A$AL%&I&
64
Gi;4 r"#1 &2 &!4 82%%23i#6 8"$i%i&i4 3!i%4 y2u "r4 62i#6 &2 ";"i% &!4 729i%4 4r;i$4E
66
Ot*er% C+2era3e R+a(i.3 SMS Tal7 Ti(e A2aila5ilit) 5 " "5 Ot*er% St$de.t% B$%i.e%% Ser2i'e
6:
C2#$%u i2#
•
TA*HTIME?; G of (er+#ce men g#+e $reference "o " e "al' "#me,= G !/(#ne(( man /(e( for "al' "#me and " e rema#n#ng :G of ("/den"( $refer " e "al'"#me( #n mo!#le.
•
SMS?1G of !/(#ne(( man /(e (er+#ce of (m(,<2G of ("/den"( /(e( (m( and rema#n#ng 4G (er+#ce man /(e( " a".
•
)oam#ng?1G of ("/den"( and (er+#ce man g#+e #m$or"ance "o " e roam#ng facal#"y.and rema#n#ng CG of !/(#ne(( man g#+e #m$ "o roam#ng.
•
CO@E)AEE?2G of ("/den"( and !/(#ne(( man "a'e( co+erage #n "e#r m#nd rema#n#ng 6 G of (er+#ce man "a'e( #n #( m#nd of co+erage of " e cell/lar (er+#ce
6;
ANAL0SIS D2 y2u &!i#1 AIRTEL $27<"#y i #u794r * i# INDIA &!"#I DEAE
6C
CONCLUSION
•
T e concl/(#on from " e a!o+e gra$ #( " a" ;2 G of re($onden" (ay ye( " a" a#r "el #( " e n/m!er one !rand #n all re($ec"
•
T e rema#n#ng 2C G of " e $eo$le (ay( " a" " e #dea cell/lar #( " e no < !rand #n Ind#a #n all re($ec"
•
2rom a!o+e #" concl/de( " a" AI)TE* lead( .ay " an " e I,EA.#n all re($ec" #n IN,IA.
6=
ANAL0SIS
I#$274 Gr2u< (M2#&!%y I#$274 i# T!2u "#5 R .)
N+.e A5+2e 5 # t+ 5 5 t+ # U4t+ 5 " " # ! 0 # #0
!4
N+,
4
:>
Air&4%
i54"
C2# u74r r4 <2# 4 82r " 94&&4r 9r"#5 94&344# AIRTEL"#5 IDEA *D *+ con(/ merr(
re($on (e(
*' G (ome $er(onal H D + ' IDEA Br"#5 i# $27<"ri 2# AIRTEL
d#(a$$o#n"men" .#" $refer for rea(on(. I,EA , " ey AI)TE* follo.#ng
2or " e rema#n#ng re($on(e( " e rea(on( are a( follo.(K
:<
$2# u74r
r4 <2# 4
REASONS
NUMBER OF RESPONSES
< AI)TE* #( an e("a!l#( ed !rand name 2 SCHEMES are g#+en #n "#me 1 ne".or' co+erage #( more. 4 $rod/c" #( !e""er from #dea 6 c/("omer care a""ended #n "#me >1 >4 >6
>=
>=
**) P42<%4I 8ir & $!2i$4 28 $4%%u%"r 4r;i$4 3!4# &!4y 3"#& &2 u 4 729i%4 <!2#4
:2
AI)TE* 46G )E*IANCE <>G
HUTCH 1>G TATA IN,ICOM 6G
I,EA CG OTHE)S 2G
AIRT(L +,TC+ TATA I-)IC.* R(LIA-C( I)(A .T+(RS
CONCLUSION
:1
2rom " e a!o+e gra$g .e concl/de " a" 46 G of $eo$le l#'e "o a+!#l " e (er+#ce( of AI)TEl f#r(" "#me, rema#nng 1>G of $eo$le l#'e HUTCH (er+#ce( "o a+a#l, only CG of $eo$le *IHe I,EA !eca/(e of " e range $ro!lem. <> G of $eo$le l#'e rel#ance !eca/(e of " e !rand nameor lo. call ra"e(. 6 G of $eo$le l#'e "a" #nd#com !eca/(e of ne. mo!#le $eo$le a(+e le(( fa#" #n " a" , !/" TATA a( al(o !rand name and offere#ng many !enef#"( . only 2 6 of $eo$le l#'e o" er (er+#ce( l#'e *AN,*INE (er+#ce(, " ey a+e no fa#" #n mo!#le(.
ANAL0SIS Ty<4 28 "5;4r&i 474#& 72 &%y %i14 9y <42<%4 i# AIRTEL "#5 IDEA i
:4
AIRTEL
aB A/d#o !B +#(/al
IDEA
aB A/d#o BB +#(/al
1 5 4 ! # " a$di+ 2i%$al a$di+ 2i%$al airtel idea
CONCLUSION
:6
•
AUDIO, <>G of $eo$le (ay( "
a" " ey are effec"ed !y a#r"el( a/d#o add(, !/"
6 G of $eo$le are effec"ed !y #dea( a/d#o add(
•
/ISUAL,
16 G of #dea add( +#(/al a( effec" on con(/mer( and a#r"el( only
2>G +#(/al add a( effec" on "a a".
•
AUDIO /ISUA%, ;> G of $eo$le are .ell a.are of add( come on
"ele+#(#on , !/" #n ca(e of #dea only:> G $eo$le a( " e#r effec" ca/(e( d/e "o add( #n "ele+#(#on.
2IN,INES
T e concl/(#on of my ("/dy #( " a" AI)TE*7( Ad+er"#(#ng a( a ma%or #m$ac" #"( /(er(. Peo$le l#'e #"( (c eme( +ery m/c .AI)TE* ad crea"ed a +ery good
::
#mage on " e m#nd of " e ne. /(er( of cell/lar (er+#ce. B/" #n #dea " ere #( +ery lo. ad+er"#(/#ng effec"#+ene(( on " e con(/nmer(.. a#r"el a( ado$"ed a +ery
good ("ra"egy !y $ro+#d#ng a ne. connec"#on .#" NOHIA . o #( mar'e" leader #n mo!#le (e", many ne. /(er( !/y No'#a (e"( and " ey ge" a free connec"#on of AI)TE*.
CONCLUSION
Ho.e+er AI)TE* #( a e("a!l#( ed and I,EA #( a gro.#ng name #n " e f#eld of mo!#le (er+#ce( ("#ll #n a +ery ( or" $er#od of "#me rel#ance a(
:;
ca$"/red a /ge mar'e" ( are !eca/(e of and(e" f#nanc#ng and c ea$ fac#l#"#e( (/c a( SMS, call ra"e e"c. In f/"/re, I,EA .#ll (/rely g#+e a ard com$e"#"#on "o AI)TE* a( .ell a( o" er mo!#le (er+#ce com$an#e(. In " e (ame "#me, AI)TE* #( al(o a!#"/al #n ada$"#ng #"(elf accord#ng "o " e mar'e" (#"/a"#on. Hence .e can (ay " a" !o" AI)TE* a( .ell a( I,EA .#ll $ro+e "o !e a !enc mar' for o" er( #n f/"/re.
RECOMMENDATIONS
Airtel.
:C
<. A#r"el ( o/ld f#nance " e re("r#c"#on ( o/ld no" !e " ere.
and(e" l#'e rel#ance !/"
and(e"
2. Ad+er"#(emen" ( o/ld !e mean#ngf/l and a!le "o $er(/ade " e c/("omer. 1. Sale $romo"#on "ec n#9/e ( o/ld !e /(ed "o (/r+#+e #n " e mar'e" and "o #ncrea(e " e (ale 4. In(/rance ( o/ld !e $ro+#ded.
Idea.
<. Mo("ly, c/("omer( a+e reg/lar a!#" of c ang#ng " e#r and(e"(, . #c #( no" $o((#!le #n ca(e of rel#ance. So (/c '#nd of re("r#c"#on ( o/ld no" !e " ere. 2. Ad+er"#(emen" ( o/ld !e mean#ngf/l and a!le "o $er(/ade " e c/("omer.
BIBLIOGRAPH0
:=
Books
Ho"ler, P #l#$ Sc #ff#man, *eon. E. Ho" ar#, C.). K K K Mar'e"#ng Managemen" Con(/mer Be a+#o/r )e(earc Me" odology
Ma,a/ines and $e!spapers.
T e Econom#c( T#me( B/(#ne(( Ind#a B/(#ne(( 5orld
+ebsites
&&&'ideaInfo'com &&&'airtel&orld'com
;>
;<
doc_509236504.doc