Description
Awareness is the state or ability to perceive, to feel, or to be conscious of events, objects, or sensory patterns. In this level of consciousness, sense data can be confirmed by an observer without necessarily implying understanding.
INTRODUCTION
No company in the world is monopoly. Hence any company whether it is a well-established one or a newly established company competitors should be there. Thus the analysis of competitors is the first and foremost condition of any company. Analysis of competitors and making an appropriate competitors strategy helps the company to cope up in the competitive environment. To prepare an effective marketing strategy, a company must study its competitors as well as its actual and potential customers. Companies need to identify competitor’s strategies, objectives, strengths, weaknesses and reaction patterns. The companies need to know how to design a competitive intelligence system i.e., which competitors to attack and which competitors to avoid. A company’s closest competitors are those seeking to satisfy the same customers and needs and making similar offers. The company should identify competitors by using both industry and marketbased analysis. In addition to analysing competitors a company must pay close attention to satisfy the customers.
Importance of the Study:
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The success of any organisation is mostly based on analysing competitors and making appropriate strategies in terms of various aspects such as selling, promotion etc.
INDUSTRY PROFILE History of the Product:
Digital wireless & Cellular roots go back to 1940s when commercial mobile telephony began. Compare of with the furious pace of development today, it may be seen that mobile wireless has not progressed further in the last 60 years. The Bell System, producers of the finest land line telephone system in the world, moved hesitatingly and at times disinterest towards wireless. Anything AT & T produced has to will reliable with the rest of their network and it had to make economic sense, something not possible for them with the few customers permitted by the limited frequencies available at the time. The wireless revolution began only after low cost of microprocessor and digital switching become available. The Bell system, producers of finest land line telephone system in the world, moved hesitatingly and at times with disinterest towards wireless. Any ting AT & T produced had to work reliably with rest of their network and it had to make economic sense, something not
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possible for them with the few customers permitted by the limited frequencies available at the time. The Federal communications commission, whose regulations & unresponsiveness constituted the most significant factors hindering
radiotelephone development, especially with cellular radio, delaying that technology in America by perhaps 10 years, in turn controlled frequency availability. In Europe Japan, though, where Governments could regulate their state run telephone companies less, mobile wireless comes no sooner and in most cases later than the U.S. Japanese manufacturers, although not first with a working cellular radio, did equip some of the first car mounted mobile telephone services, their technology equal to what ever America was producing. Their products enabled several first commercial cellular telephone systems starting in Britain, Tokyo, Osaka, Mexico city.
Cellular Systems first discussed:
In December 1947 Bell laboratories D.H. Ring articulated the cellular concept for mobile telephony in an internal memorandum, authorised by Ring with crucial assistance from W.r.Young.
Father of cell phone:
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On October 17, 1973, Motorola filed a patent entitled “Radio Telephone System”. It outlined Motorola’s’ cellular radio system and was given US patent number 3,906,166, when it was granted on Sep., 16th 1975. Inventors on the patent were Martin cooper, Richard Donsuth, Albert J. Mikulshi, N.Lynk, John F.Mitccell, Roy A. Richardson and John. H.Sangster. Dr. Cooper was the project manager of Motorola in 1973, and he set up a base station in New York with the first working prototype of a cellular telephone and called over to his rivals at Bell labs. Bell had developed cellular communications technology years earlier, but Motorola & Bell labs in 60’s & early 70’s were in a race to actually incorporate the technology in to usable devices, cooper could not resist demonstrating in a very practical manner who had work. Thus, cooper claims to be inventor of cell phone.
Cell Phone Materials:
By Paulale Benders, only a few years ago, the mobile phone was a brickline, unreliable & expensive device targeted at the few with deep reinforced pockets. Today, it is a small, light, everyday, inexpensive product used by more than 700 million people (or) about 12% of worlds population. One important factor was the use of certain metals, such as copper, nickel, palladium, gold & tantalum, to help reduce the size of a cellular phone.
Introduction to Cellular Technology:
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Cellular:
Unlike landline telephones, a cellular phone uses radio frequencies instead of fixed cables for communication. Cellular networks divide a coverage region in a series of hexagonal “cells” each its own BTS, hence the term “Cellular”.
GSM:
? Tata Cellular network uses GSM (Global System for Mobile communications). ? GSM was introduced in 1991-1992 & frequency of operation is 900MHz. ? GSM standard uses digital technology.
Network:
The Tata Cellular network is composed of three basic elements. ? MSC. (Mobile Switching Centre) ? BTS (Base Transceiver Station) ? The cellular phone or handset
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MSC (Mobile Switching Centre)
MSC is the heart of the network and performs the following functions. 1. Setting up a call (connecting) and disconnecting a call. a) Cellular to Cellular b) Cellular to Landline c) Landline to Cellular 2. MSC provides Call Detail Records (CDR’s) for subscriber billing. a) Start & End time of the call b) Origination & termination of each call.
BTS (Base Transceiver Station)
1. Cellular networks divide a coverage region into hexagonal “cells” each with it own BTS. 2. All BTS are connected to the MSC via landline or microwave link. 3. BTS is also called the base station or cell site or tower or transmitter at times. 4. BTS are positioned in key locations to provide the highest of service.
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COMPANY PROFILE
This chapter includes
• Introduction • Vision • Businesses • Corporate Structure • Management • Demographics • Accomplishments
INTRODUCTION
Bharti Tele-Ventures Limited was incorporated on July 7, 1995 for promoting investments in telecommunications services. Its subsidiaries operate telecom services across India. Bharti Tele-Ventures is India's leading private sector provider of telecommunications services based on a strong customer base consisting of approximately 4.86 million total customers which constitute, 4.39 million mobile and 469,000 fixed line customers, as of August 31, 2003.
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VISION
“To make mobile communications a way of life and be the customers first choice”.
Businesses
Bharti provides a range of telecom services and solutions from customer premise equipment to customised data solutions, Bharti comes with an entire range spanning the entire spectrum of telephony. Bharti Tele-Ventures current businesses include ? Mobile services under the brand of “Airtel” ? Fixed-line under the brand of “Touchtel” ? National and international long distance services through “IndiaOne” ? VSAT, Internet services and network solutions ? Bharti Broadband - End-to-end telecom solutions. ? Network i2i - India's first international submarine cable. ? Beetel - India's number one push button telephone brand ? Mantraonline - the first ISP with its own gateways. Bharti Enterprises has set industry standards in all the areas of its operation.
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Corporate Structure
Management
The Company is headed by Chairman and Group Managing Director- Sunil Bharti Mittal who is assisted by two Joint Managing Directors- Akhil Gupta and
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Rajan Bharti Mittal. The Company also has two Presidents- President Mobile Services and President Infotel Services, this responsibility includes Fixed-line, Long Distance and Broadband Services. The Presidents report to the Group Chairman and Managing Director. The head of units and SBUs report to the respective business's President.
Demographics
The key demographics of Bharti Tele-Ventures' mobile circles are set forth below.
Bharti All India Circles of All India Number of circles
Bharti as %
22 3,278 1,027
15 1,848 593
68% 56% 58%
Area of the circles (in '000 sq km)(1) Population in the licensed areas (in Mn)
(2)
Source : Secondary data Notes: (1) Area estimates are from National Census, 2001. (2) Population estimates for all the circles other than the metropolitan areas are as per National Census, 2001 and are as of March 1, 2001. Population estimates for the Uttar Pradesh (West) circle is 37% of the total population of the state of Uttar Pradesh.
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Accomplishments
Bharti Tele-Ventures Limited is ? The largest private sector integrated telecommunications services group in India in terms of the number of customers. ? Largest Mobile footprint in India, covering 15 of the 22 licensed areas. ? Proven track record of managing growth - both organic as well as by way of acquisitions. ? First and largest private telecommunications services company offering fixed-line services in India. ? First private telecommunications company to launch long distance services.
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PRODUCT PROFILE
Contents:
Meaning Vision Mobile Strategy Mobile Foot Print Value Added Services
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Meaning:
Airtel is a vibrant new world of unlimited opportunities. Where ‘air’ symbolizes as world of unlimited freedom to think to dream and achieve where ‘tel’ connotes. New innovative yet simple ways to communicate spontaneously not just through words but through ideas emotions and feelings. Together they represent a sensitive, contemporary confident symbol for those who believe in true leadership.
Vision:
Bharti Tele-Ventures vision for its mobile business is
“To make mobile communications a way of life and be the customers first choice”.
Mobile Strategy
This includes ? Capture maximum telecommunications revenue potential with minimum geographical coverage to maximise its revenues and margins.
? Build high quality mobile networks by deploying state-of-the-art technology to offer superior services.
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? Use the experience it has gained from operating its existing mobile networks to develop and operate other mobile networks in India and to share the expertise across all of its existing and new circles.
? Attract and retain high revenue generating customers by providing competitive tariffs, offering high quality customer support, proactive retention programs and roaming packages across all of its mobile circles.
? Provide affordable tariff plans to suit each segment of the market with a view to expand the reach, thereby increasing the mobile customer base rapidly.
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Mobile Footprint
The map below depicts the location of, and provides certain information for, Bharti Tele-Ventures' existing mobile (AirTel) circles:
Population estimates are as per National Census, 2001 and are as of March 1, 2001.Mobile subscriber statistics are as of August 31, 2003 and are based on data released by COAI
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Value Added Services
AirTel offers a host of Value Added Services. These services are subdivided into five major categories that are mentioned below:
Voice based Services
? ? ? ? Voice Mail AirTel Always On Dial a Service Speak to your Service on 646
SMS based Services
? ? ? ? ? ? ? Text Messaging Information Services Send & Receive email through SMS Mobile Banking Ring tone and logo downloads SMS Chat AirTel Messenger
Data Services
? Fax & Data Service
Call Management Services
? Call Line Identification (CLI) ? Call Line Identification Restrictation (CLIR)
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? Call waiting ? Call Hold ? Call Divert
Others
? ? ? ? Roaming Safe Custody STD/ ISD Itemized Billing
COMPETITORS PROFILE Cellone - (Country Wide Cellular Service):
Cellone is the country wide cellular service provided by Bharat Sanchar Nigam Limited (BSNL).
OBJECTIVE:
? Build customer’s confidence through quality and reliable service. ? Provide would class telecom infrastructure.
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Brand Names of BSNL:
? Country – wide cellular service ? Pre-paid cellular service ? WII Services ? VOIP Service ? Long distance service ? Basic service ? Internet service ? Indian telephone card Cell One excel Tarang Webfone call now b-fone Sanchar net India Telephone Card
The countrywide Internet services of BSNL under the brand name ‘Sanchar Net’ include Internet dialup / leased access service, for web browsing and E-mail applications.
6. CELLULAR MOBILE SERVICE:
? Cell – One (country wide cellular service) Excel (prepaid Card)
OTHER VALUE ADDED SERVICES:
1. Voice Mail Service (VMS)
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2. Call Forward 3. Call Conferencing. 4. Call Waiting 5. CLIP
TATA CELLULAR SERVICES:
1. The Company a) TCL’s Vision b) TCL’s Mission 2. Corridors 3. Andhra on local 4. Air time pricing, Sim offers.
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5. Idea Pre Paid 6. Additional Offers 7. Value added services 8. Billing and payment
THE COMPANY:
Tata Cellular Ltd., is a partnership between the Tata Group of India, Birla and AT & T. TCL’s brand name for the cellular phone service it provides is TATA CELLULAR. TCL was formed in 1992 to bid for providing cellular mobile telephone service in India. TCL was awarded the 10 years license at a free of Rs. 1001 crores for the Andhra Pradesh circle. However the license at a fee regime was discontinued and the revenue sharing regime came into the picture. This requires the cellular service provider to share 15% of the revenue with the Government as against the fixed free. The Tata-Birla – AT & T combine have acquired 100% equity of RPG in RPG Cellcom (MP) August 2000. Tata cellular uses GSM, with state of the art telecommunications equipment from Nokia of Finland, a world leader in Networking Equipment manufacturing.
Value address services:
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Value added services (VAS) are services provided other than basic services. VAS is network and handset dependent. Subscriber should buy handset with features required to use VAS. Some VAS needs to be programmed on the handset once activated
1. Call Barring (CB) 2. Voicemail +CF+SMS 3. E-mail+SMS
Hutch:
About Hutch:
? Hutchinson Telecom, one of the world’s leading cellular service providers, brings hutch. They are known for our innovative approach and world-class technology. ? Goal:” Our goal is to provide you superior products and services, any time and everywhere.
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? Our values are stated simply: WWWW o To be fair & transparent in what we do & how we do it. ? In 1995 Hutchinson Max Telecom became the first operation of India is launch its cellular service. Today Hutchinson is one of the largest provident of cellular services in India in all major regions, as Orange in Mumbai. Hutch in Gujarat, Kolkata, Andhra Pradesh, Karnataka, Delhi and Chennai. It is also one of the largest roaming operators; with a more extensive network in India and around the world that any other operator. ? It is part of the Hong Kong based M.N. Conglomerate Hutchinson Whampoa Limited, a fortune 500 company, and one of the largest company using on Hong Kong Stock Exchange. Its operation span is 56 countries across the Asia Pacific region, Europe and the America. ? Hutchinson affiliates jointly accounts for the largest number of cellular subscribers in India numbering over 2 millions. In Andhra Pradesh, Hutchinson Essarsouth Ltd., offers cellular service under the brand name - Hutch. Hutch offers a host of premier value added services including national and international roaming, stamping over 100 countries across 210 networks. Short message service; voice messaging service, voice response service, voice mail service, roaming, fax and data etc.
Various value added services:
1. Family & Friends
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2. Clip 3. Voice Mail. 4. Call waiting: 5. Charges: 6. Call Forwarding: 7. Fax And Data 8. Call Barring: 9. Call Conferencing 10.Roaming: 11.Short Message Service (SMS)
CHAPTER-II REVIEW OF LITERATURE SERVICES
During the past decade services have increasingly assumed an important role in the world economy. The trend was set and in 90`s services had gain dominance. The competition, and the other hand, in service organizations is becoming intense and severe. As a result the service organization, if they have to be successful, have to be a more professional approach to manage their
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business. Perhaps that is in this context the role of marketing is gaining importance in the service organizations.
SERVICES DEFINITIONS:
? The American Marketing Association defined as “activities, benefits, or satisfaction, which are offered for sale, or provide in connection with the sale of goods”. ? Robert Judd defined services as “a market transaction by an enterprise or entrepreneur where the object of the market transaction is other than the, transfer of ownership of the tangible commodity”.
SERVICE CHARACTERSTICS
Service Characteristics Market Implications Strategies
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Intangibility
Cannot be stored No patents No ready display Communication problem
Tangible clues Personal sources Organizational image Cost accounting for
Pricing difficulties price
Post purchase Inseparability Consumer involved in production No mass production Supply demand Heterogeneity match Standardization difficult Quality control difficult communication. Selection training of contact person Manage consumer Multisided location Industrialize Customize
SERVICES MARKETING MIX
For service industries, it was obscured that the traditional marketing mix was inadequate because of three main reasons. ? The original marketing mix was developed for manufacturing industries, which implied that the services offered by service companies ought to be changed in a more product like manner
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so that the existing marketing tools can be applied. This was a practically difficult. ? The marketing practitioners in the service sector found that the marketing mix does not address to their needs. They observed that the services have certain basic characteristics, which in turn have marketing implications. ? Since services are basically different in comparison to physical products the marketing models and concepts have, therefore to be developed in direction of the service sector.
CUSTOMER VALUE, SATISFACTION AND RETENTION
Today’s companies are facing their toughest competition ever. Companies can do their competition if they can move from a product and a sales philosophy to a marketing philosophy.
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The success of the companies lies in doing a better job of meeting and satisfying customer needs. Only customer-centered are at building customers, not just building products. Over 35 years ago, Peter Drucker observed that a company’s first task is “to create customers”. But today’s customers face a vast array of product and brand choices, prices and supplies.
Now the customers started estimating which offer will deliver the most value. Customers are value-maximizes, within the bounds of search costs and limited knowledge, mobility and income. They form an expectation of value and act on it.
CUSTOMER VALUE:
Customers are value maximizers. They form an expectation of value and act on it. Buyers will buy from the firm that they perceive to offer, the highest customer delivered value.
Customer delivered value is the difference between total customer value and total customer cost. Total customer value is the bundle of benefits customers expect from a given product or service. Total customer cost is the bundle of costs, which customers expect to incur in evaluating, obtaining, using and disposing of the product or services.
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BSNL directs all its efforts in increasing total customer costs. In order to increase customer value, BSNL strives for strengthening or augmenting the product, services, personal and image benefits.
Customer Value Analysis:
Mangers often conduct a customer value analysis to reveal the company’s strengths and weakness relatives to various competitors.
The major steps in such analysis are: 1. Identify major attributes customers value 2. Assess the quantitative importance of the different attributes 3. Assess the company and competitor’s performances on the different customers values against their rated importance. 4. Examine how customers in a specific segment rte the company’s performance against a specific major competitor on an attribute - by attribute basis and Monitor customer values over time.
CUSTOMER SATISFACTION:
Satisfaction is a persons feeling of pleasure or disappointment resulting from comparing a product’s perceived performance in relation to his expectations. If the performance falls short of expectations, the customer is
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dissatisfied. If the performance matches the expectations, the customer is satisfied. If the performance is greater than the expectations, the customer is highly satisfied or delighted.
Many companies are aiming for high satisfaction because who are just satisfied still find it easy to switch when a better offer comes along. Those who are highly satisfied are much less ready to switch. High satisfaction or delight creates an emotional affinity with the brand, not just a rational preference. The result is high customer loyalty. Most successful companies are raising expectations and delivering performances to match. These companies are aiming at total customer satisfaction. The challenge of implementing total customer satisfaction is to create a company culture in which everyone within the company aims to delight the customer.
CUSTOMER RETENTION:
Rapid customer turnover and the effects of discontinued customer relations are critical issues for many companies today. The effects of growing competition coupled with industry maturity and reversionary pressures mean
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that organizations can’t totally depend on new customers to take the place of lost customers.
Sometimes companies fail to understand customers accurately because they fail to focus on customer relationships. They tend to fix at an acquiring new customers rather than viewing customers as assets that they need to retain. Unless the market is carefully studied, customer expectations, needs and requirements may be defined too broadly, satisfying no one. When an organization focuses too much on new customer and their needs and requirements, it may lose current customers whose needs aren’t being met.
Both parties in the customer from relationship can benefit from customer retention i.e., it is not only in the best interest of the organization to maintain a loyal customer base, but customers themselves also benefit from long term association with the company.
BENEFITS TO THE CUSTOMERS:
Customers will remain loyal to the firm when they receive greater value to what they expect from competing firms. Perceived value is the customers overall
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assessment of the utility of a product based on perceptions of what is received and what is given. Building as long-term relationship with a company can reduce customer stress as initial problems, if any, are solved; special needs are accommodated; and the customer learns what to expect.
BENEFITS TO THE ORGANIZATION:
? The benefits to organization of maintaining and developing a loyal customer base are numerous. They can be linked directly to firm’s bottom line. Results of studies reported by Fredrick Reicehheld shows that across industries customers tend to spend more each year with a particular relationship partner that they did in proceeding period. As customers to know a firm and are satisfied with the quality relative to that of its competitors, they will tend to give more of their business to that firm.
? There are many startup cost associated with attracting new customers. They include advertising and other promotional cost, operating costs of setting up accounts and systems, and time costs of getting to know the customer. Sometimes these initial costs can outweigh the revenue expected from the new customer in the short term. Ongoing relationship maintenance costs are likely to drop over time.
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? When there is a risk involved in the decision to buy a product, customers must often look to others for others advice. Loyal customers are likely to provide a firm with strong word-of-mouth endorsements. This form of advertising can be more effective than any other paid advertising the firm might use, and has the added benefit of reducing costs of attracting new customers.
? Relationship marketing is philosophy of doing business, a strategic orientation that focuses on keeping and improving current customers, rather than on acquiring new customers. It assumes that customers prefer to have an ongoing relationship with one organization that to switch continually among providers in their search for value.
The primary goal of relationship marketing is to build and maintain a base of committed customers who are profitable for the organization. To achieve this goal BSNL focuses on the attraction, retention, and enhancement of customer relationships.
CHAPTER-III
OBJECTIVES OF THE STUDY
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1. To study the BRAND Awareness of Airtel – Bharti Enterprises in the corporate sector. 2. To study the market potential for the Airtel – Bharti Enterprises in visakapatanam. 3. To know the corporate customers opinion about Airtel land line services. 4. To find the opinion of the corporate customer with reference to service
CHAPTER - IV
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SCOPE OF THE STUDY
The scope of the study includes the information on various cellular services, which are currently under operation in Visakhapatnam.
The study is useful to the company for making better coverage and also providing some offers to the industries and the business man i.e. providing CUG (closed user group) facilities within the group so that large number of the customers would come towards purchasing the services of Airtel.
The study also tells that Airtel is poor in Advertising while compared to Hutch but it is better than other networks such as Idea, BSNL, and Reliance and it must improve the Promotional strategy so that it would capture the market share.
The study also revels the quality of service of basic and mobile Telephone Services providers, which are taken from the websites of the various cellular services.
CHAPTER - V LIMITATIONS OF THE STUDY
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? Sample size selected for this study is 295, which are proportionally less than the population of Viskhapatnam city.
? As time was a limiting factor the survey was conducted at the convenient places of the researcher.
? There may be some bias due to the ignorance from the respondents as they are not aware of the importance of the study. So whatever answers given by the respondents they are taken into consideration.
? Though the respondents are clear about the answers they may not be in position to explain in the manner related to this study.
? Moreover the survey was conducted in and around the certain limits of Visakhapatnam city and thus cannot be generalized.
CHAPTER-VI
RESEARCH METHODOLOGY
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The methodology regarding the study on customer awareness of mobile services is discussed as follows: a. Research Design b. Sources of Data c. Research Approach d. Research Instrument e. Sampling Plan f. Contact Method g. Statistical Tools used.
Research Design:
Research Design is the framework or plan for a study that guides the collection and analysis of data.
Research Design can either be 1. Descriptive Design 2. Experimental Design The type of research design chosen for this study is descriptive design and quantitative in nature.
Sources of Data:
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The data needed for the study were collected through primary source of data and the details regarding the cellular services were collected through company’s leaflets, brouchers, websites etc.
Research Approach:
Primary data were collected through surveying method as it is the best suited for descriptive method.
Research Instrument:
Questionnaires was developed to carryout the survey the different types of Questioning methods like open-ended, scaled response and ranking were given.
Sampling plan:
Owing to the enormity of the cost and time involved in collecting the information from all the respondents of the Visakhapatnam city a representative sample of the population was chosen. Convenience sampling, which is a type of non-probabilistic sampling techniques, has been employed for the purpose of the study.
Sample size:
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Sample size for the study was taken as 295
Sample unit:
Managers of various functions / departments.
Contact method:
The target population were contacted and reached by personal interviews.
Statistical tools used: Chi-Square Test:
It is one of the simplest and most widely used, non-parametric tests in statistical work. It is defined as: ?² = ?(O-E)² /E O = Actual value E = Expect value E = RT * CT/N
E = Expected Frequency
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RT = The row total for the row containing the cells CT = The column total, for the column containing the cells. Degrees Of Freedom = (r-1) (c-1) R= number of rows C= number of columns At 5% level of significance. If the calculated value is greater than the tabulated value, the hypothesis is rejected and vice versa.
CHAPTER - VII
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DATA ANALYSIS AND INTERPRETATION 1.TYPE OF ORGANIZATIONS
S.No TYPE OF ORGANIZATION 1. 2. 3. 4. Public Sector Private limited MNC`s Small scale Industries TOTAL No. OF ORGANIZATIONS 30 216 9 40 295 10.16 73.22 3.05 13.57 100 PERCENTAGE
Source: Primary Data
Inference:
From the above table we can see that the majority (73.22%) of the organizations are Private limited in the Visakhapatnam city and (13.57%) are the Small Scale Industries, which are there in the Visakhapatnam City.
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1. TYPES OF ORGANIZATIONS
250 216 200
NO. OF ORGANIZATIONS
150
100
50 30 9 0 Public sector Private limited MNCs
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Small scale industries
TYPES
ORGANIZATIONS
2. NUMBER OF LOCATIONS OF THE ORGANIZATIONS
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NO. OF LOCATIONS
1-5 6-10 11-15 16-20 21-25 26-30 31-35 36-40 40&Above
ORGANIZATIONS
PERCENTAGE
215 27 10 5 4 5 4 5 20 295
72.88 9.15 3.39 1.69 1.35 1.69 1.35 1.69 6.78 100
Source: Primary Data Inference:
From the above table we can see that majority (72.88%) of the organizations are having nearly 5 locations at different places in and around Visakhapatnam and also in India. And (9.15%) of the organizations are having in between 5-10 locations.
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2. NUMBER OF LOCATIONS OF THE ORGANIZATIONS
80 72.88 70
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ORGANIZATIONS
50
40
30
20 9.15 10 3.39 1.69 0 1 TO 5 6 TO 10 11 TO 15 16 TO 20 21 TO 25 26 TO 30 31 TO 35 36 TO 40 & 40 ABOVE 1.35 1.69 1.35 1.69 6.78
NO OF LOCATIONS
3. TURNOVER OF THE ORGANIZATIONS.
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S.No 1. 2. 3. 4. 5.
TURN OVER (in No. OF lakhs) COMPANIES 1-25 26-40 41-100 Above 1 Crore Not Responded TOTAL 97 65 47 62 24 295
PERCENTAGE 32.88 22.03 15.93 21.01 8.14 100
Source: Primary Data Inference:
From the above table we can see that majority (32.88%) of the organizations are doing the business with the total turnover of rupees 25 lakhs per annum and (22.03%) of the organizations are doing the business with the total turnover below 40 lakhs per annum.
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3.TURN OVER OF THE ORGANIZATIONS
120 NO. OF ORGANIZATIONS 100 80 60 40 24 20 0
25 -4 C ro re 25 00 Be lo w 40 -1 on d R es p N ot ed 0
97
65 47
62
TURNOVER IN LAKHS No. OF COMPANIES
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Ab ov e
1
4. EMPLOYEE`S STRENGTH IN THE ORGANIZATION
S.No 1. 2. 3. 4. 5. STRENGTH 1-10 11-20 21-30 31-40 Above 40 TOTAL ORGANIZATIONS PERCENTAGE 124 68 32 24 47 295 42.03 23.05 11.86 8.13 15.93 100
Source: Primary Data Inference:
From the above table we can see that majority (42.03%) of the organizations are having in between 1-10 employees and next (23.05%) of the organizations are having in between 20 employees in their respective business.
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4.NO. OF EMPLOYEES
140 124 120 NO. OF ORGANIZATIONS 100 80 60 42.03 40 23.05 20 0 10-Jan 20-Nov 21-30 31-40 Above 40 EMPLOYEES ORGANIZATIONS PERCENTAGE 11.86 32 24 15.93 8.13
68 47
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5. LEVEL OF INCOME OF THE EMPLOYEES
S.No 1. 2. 3. 4. 5. INCOME Below Rs.5000 Rs.5000-10000 Rs.10000-15000 Rs.15000-25000 Above Rs.25000 TOTAL NO. OF EMPLOYEES 235 173 137 60 21 626 PERCENTAGE 37.53 27.63 21.88 9.59 3.37 100
Source: Primary Data
Inference:
From the above table we can see that majority (37.53%) of the employees are getting the salary below Rs. 5000/- and (27.63%) of the employees are getting in between 10 000 Rs.
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5.MONTHLY INCOME OF THE EMPLOYEES
3% 10%
37% 22%
28%
Below Rs.5000 Rs.15000-25000
Rs.5000-10000 Above Rs.25000
Rs.10000-15000
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6. NUMBER OF EMPLOYEES WITH CREDIT CARDS
Credit Card Holders Below 20 21-30 31-40 Above 40 Not Responded TOTAL No. Of Organizations 208 15 13 15 44 295 Percentage
70.5 5.1 4.4 5.1 14.9 100
Source: Primary Data Inference:
From the above table we can see that majority (68.92%) of the employees are having the credit card facility.
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6. EMPLOYEES WITH CREDIT CARD HOLDERS
14.9 5.1 4.4
5.1 70.5
Below 20
21 to 30
31 to 40
Above 40
Not responded
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7. TYPES OF LANDLINES THE COMPANIES ARE USING
S.No Types Of Landlines No. Of Landlines Percentage
1. 2. 3.
DOT Indicom Reliance TOTAL
1746 236 57 2039
85.63 11.57 2.80 100
Source: Primary Data
Inference:
From the above table we can see that majority (85.63%) are using DOT ( Department of Telecommunications) in the organizations and 11.57% are using TATA Indicom .
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7.TYPES OF LANDLINES
12%
3%
85%
DOT
Indicom
Reliance
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8. EXPENDITURE SPENT ON LANDLINES BY THE ORGANIZATIONS.
S.No 1. 2. 3. 4. 5. Expenditure Below 5000 5000-10000 10000-15000 15000& Above Not Responded TOTAL No. Of companies 135 57 44 47 12 295 Percentage 45.76 19.32 14.91 15.93 4.08 100
Source: Primary Data Inference:
From the above table we can see that majority (45.76%) of the companies are having expenditure below 5000/- for their landline phones in their organizations.
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8.EXPENDITURE ON LANDLINES
4% 16%
46% 15%
19%
Below 5000 15000& Above
5000-10000 Not Responded
10000-15000
4. PRESENT TELECOMMUNICATIONS FACILITIES (CELLULAR SERVICES)
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• NUMBER OF POSTPAID CONNECTIONS IN THE ORGANIZATIONS S.No Company No. Of Connections 413 1219 38 104 1774 Percentage
1. 2. 3. 4.
AIRTEL BSNL IDEA HUTCH TOTAL
23.28 68.71 2.14 5.87 100
Source: Primary Data Inference:
From the above table we can see that the majority (68.71%) is having IDEA connections in the organizations and 23.28% are having AIRTEL connections in the organizations. This is due to IDEA was introduced first in the Visakhapatnam market and thus it took over the market share from all the competitors in the market.
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9.POSTPAID SERVICES
2% 6%
23%
69%
AIRTEL
BSNL
IDEA
HUTCH
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5. PREPAID CONNECTIONS USED BY THE ORGANIZATIONS
S.No 1. 2. 3. 4.
Company AIRTEL BSNL IDEA HUTCH TOTAL
No. Of Connections 57 197 29 55 338
Percentage 16.80 58.26 8.57 16.27 100
Source: Primary Data
Inference:
From the above table we can see that the majority (58.26%) are having IDEA connections in the organizations and 16.80% are having AIRTEL connections in the organizations. This is due to IDEA was introduced first in the Visakhapatnam market and thus it took over the market share from all the competitors in the market.
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10. PREPAID SERVICES
16%
17%
9%
58%
AIRTEL
BSNL
IDEA
HUTCH
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11. WLL SERVICES (WIRELESS IN LOCAL LOOP)
Company TARANG INDICOM RELIANE TOTAL
No. Of Connections 24 111 303 438
Percentage 5.49 25.34 69.17 100
Source: Primary Data Inference:
From the above table we can see that the majority (69.17%) of the organizations are using the WLL (Wireless In Local Loop) services.
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11.TYPES OF WLL SERVICES
5% 25%
70%
TARANG
INDICOM
RELIANE
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12.
TYPES OF SERVICES TAKEN BY THE ORGANIZATIONS
SERVICES POSTPAID PREPAID WLL TOTAL
No. Of Connections 1774 338 438 2550
Percentage 69.56 13.25 17.19 100
Source: Primary Data
Inference:
From the above table we can see that majority 69.56% of the industries or organizations are using the postpaid services given by the different companies in the Visakhapatnam market.
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12.TYPES OF SERVICES
17% 13%
70%
POSTPAID
PREPAID
WLL
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13. EXPENDITURE ON CELL PHONES
EXPENDITURE Below 500 500-1000 1000-1500 1500 & Above Not Responded TOTAL NO. OF COMPANIES 51 54 40 119 31 295 PERCENTAGE 17.29 18.30 17.56 40.34 10.51 100
Source: Primary Data Inference:
From the above table we can see that the majority 40.34% of the organizations pays Rs. 1500/- and above for their cellular phones every month.
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13.EXPENDITURE ON CELLPHONES
11%
17%
18% 40%
14%
Below 500 1500 & Above
500-1000 Not Responded
1000-1500
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14. FLEXIBILITY TO CHANGE
ASPECTS NO OF RESPONDENTS PERCENTAGE
YES NO TOTAL
72 223 295
24.40 75.60 100
Source: Primary Data
Inference:
From the above table we can see those majorities 75.60% are ready to change their services from one network to the other network.
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14.FLEXIBILITY TO CHANGE THE SERVICES
25%
75%
NO OF RESPONDENTS
PERCENTAGE
15. SATISFACTION LEVELS REGARDING THE VARIOUS
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SERVICES.
SATISFACTI ON LEVELS VERY GOOD GOOD AVERAGE POOR TOTAL
AIRTEL
IDEA
HUTCH
BSNL
TOTAL
4 39 12 7 62
11 97 73 19 200
1 7 2 2 12
5 15 1 21
16 148 102 29 295
Source: Primary Data Inference:
From the above table we can see that majority of the organizations feel good for the Idea cellular services this is due to they have introduced first CUG(closed user group) for and within the organizations.
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15.SATISFACTION LEVELS
120
100
97
80
73
60
40
39
20
19 12 7 7 2 2 1 HUTCH POOR 5
15 1 BSNL
0 4 AIRTEL 11 IDEA GOOD
AVERAGE
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Chi - square 1
16. Relationship between expenditure spent on cell phones and landlines Landlines Cell phones Below5000 500010000 1000015000 15000 & above Below5000 O E
50 30 25 10 33.4 0 36.1 5 31.5 7 21.5 0 12.3 5
500010000 O E
10 14.1 0 25 15.2 6 15 13.3 3 5 2 57 9.08 5.21
1000015000 O E
5 10.8 6 10 11.7 8 20 10.2 9 6 3 44 7.01 4.03
15000 & Not above Responded Total O E O E
5 11.6 3 3 2 1 5 1 12 2.96 3.21 2.80 1.91 1.09 73 79 69 47 27 295 12 12.5 8 8 21 1 47 10.9 9 7.48 4.30
20 Not Responded
Total
135
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Hypothesis
Null Hypothesis- Ho There is no significant relationship between expenditure spent on cell phones and landlines Alternative Hypothesis- HA – There is significant relationship between expenditure spent on cell phones and landlines
Calculated Value Tabulated Value at 5% Significance Level Degree of Freedom
78.53
26.29 16
Inference:
Since the table value is less than the Calculated Value Null Hypothesis is rejected. Therefore there is no significant relationship between expenditure spent on cell phones and landlines.
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Chi - square 2 17. Relationship between total number of employees and employees possessing credit card
Credit Employees cards strength 1-10 O 1-10 11-20 21-30 31-40 Above 40 Total 28 70 40 22 13 17 3 E
11-20 O E 4.3 8 11. 03 7.5 9 6.5 2 5.4 5
21-30 O 1 4 4 5 1 15 E
31-40 O E 0.62 1.57 1.08 0.08 0.77
Above 40 O E 1 2 4 5 3 15 1.8 8 4.7 2 3.2 5 2.7 9 2.3 3
Not Responded O E 3 11 5 13 20 52 6.52 16.3 9 11.2 8 9.67 8.10
Total 37 93 64 55 46 295
21. 4 69 54. 5 53 37. 10 53 32. 9 25 26. 7 97 35
1.88 4.72 1 3.25 1 2.79 1 2.33 2 5
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Hypothesis
Null Hypothesis- Ho - There is no significant relationship between Employees strength and credit cards. Alternative Hypothesis- HA – There is significant relationship between Employees strength and credit cards.
Calculated Value Tabulated Value at 5% Significance Level Degree of Freedom
72.04
31.14 20
Inference:
Since the table value is less than the Calculated Value Null Hypothesis is rejected. Therefore there is no significant relationship between Employees strength and employee possessing credit cards.
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CHAPTER - VIII
FINDINGS
• Majority (73.22%) of the organizations are Private limited in the Visakhapatnam city and (13.57%) are the Small Scale Industries, which are there in the Visakhapatnam City
• Majority (72.88%) of the organizations are having nearly 5 locations at different places in and around Visakhapatnam and also in India. And (9.15%) of the organizations are having in between 5-10 locations.
• Majority (32.88%) of the organizations are doing the business with the total turnover of rupees 25 lakhs per annum and (22.03%) of the organizations are doing the business with the total turnover below 40 lakhs per annum.
• Majority (42.03%) of the organizations are having in between 1-10 employees and next (23.05%) of the organizations are having in between 20 employees in their respective business
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• Majority (37.53%) of the employees are getting the salary below Rs. 5000/- and (27.63%) of the employees are getting in between 10 000 Rs.
• Majority (68.92%) of the employees are having the credit card facility.
• Majority (85.63%) are using DOT( Department of Telecommunications) in the organizations and 11.57% are using TATA Indicom .
• Majority (45.76%) of the companies are having expenditure below 5000/- for their landline phones in their organizations.
• Majority (68.71%) is having IDEA connections in the organizations and 23.28% are having AIRTEL connections in the organizations. This is due to IDEA was introduced first in the Visakhapatnam market and thus it took over the market share from all the competitors in the market.
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• Majority (58.26%) are having IDEA connections in the organizations and 16.80% are having AIRTEL connections in the organizations. This is due to IDEA was introduced first in the Visakhapatnam market and thus it took over the market share from all the competitors in the market.
• Majority (69.17%) of the organizations are using the WLL (Wireless In Local Loop) services.
• Majority 69.56% of the industries or organizations are using the postpaid services given by the different companies in the Visakhapatnam market.
• Majority 40.34% of the organizations pays Rs. 1500/- and above for their cellular phones every month.
• Majorities 75.60% are ready to change their services from one network to the other network • Majority of the organizations feel good for the Idea cellular services this is due to they have introduced first CUG(closed user group) for and within the organizations
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CHAPTER-IX
SUGGESTIONS
? The company should aim at enhancing the customer services in the market. Owing to the competitive situation in the market it is necessary for the company to maintain competitive parity in the market in terms of the services.
? Most of the customers are prepaid. The fact is that in postpaid connections the respondents are complaining about the billing i.e. the companies are charging over than the billing rates so, most respondents are using prepaid than postpaid services.
? More aggressive promotional techniques such as competitive advertising, sponsoring local events or special advertising shall be undertaken to build a strong awareness and favorable attitude for the services of Airtel in the market.
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? The major concentration of the customer is on coverage area. This has to be enhanced from time to time to meet the ever-increasing market demands. At the same time the pricing strategy should also be handled more competitively and most importantly the company should refine its customer relations and serve departments.
? Last but not the least the most important factor for the company is to check its competitive stance in the market. The most important of the steps is to retain its market share by keeping its present customers satisfied by undertaking and catering to their necessities and at the same time trying to reach future horizons.
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CHAPTER - X
CONCLUSION
The operating up of the cellular sector and the entry of more players has heightened competition. Customer expectation has gone up considerably and is likely to further increase. Regulations and guidelines prescribed have generated professionalism in the industry.
The norms for operation of intermediaries like agents, brokers and surveyors are significant as they act as interface between the cellular companies and the public.
Development of radically new products may not be there, though there could be many combinations of existing products. But better packaging would certainly be there. All the companies would have to operate efficiently to survive as margins would be low and marketing and servicing cost high.
Technology would play an important enabling role for this purpose. While the new entrants would definitely the highly technology conscious, the existing players are also investing heavily in this. All this should lead to better servicing and customers can expect quicker and more professional handling.
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BIBLIOGRAPHY
BOOKS
• Philip Kotler, Marketing Management, Hofter publications 1998,London • Dr.R.L.Varshney and Dr.S.L.Gupta, Marketing Management, An Indian Perspective, Sultan Chand & Sons, New Delhi, 2002. • Dr.D.D.Sharma, Marketing Research, Sultan Chand & Sons, New Delhi,2000 • Dr.P.C.Tripathi, Textbook on Research Methodology in Social Science, Sultan Chand & Sons, New Delhi, 2000 • Dr.Sancheti, Quantitative Methods, Tata Mcgrahill, New Delhi,1998. • C.R.Kothari, Research methodology, Printice Hall, 1999.
Websites
• www.airtelworld.com • www.bhartiteleventures.com • www.ideacellular.com • www.bsnl.co.in • www.hutch.co.in
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doc_778438283.doc
Awareness is the state or ability to perceive, to feel, or to be conscious of events, objects, or sensory patterns. In this level of consciousness, sense data can be confirmed by an observer without necessarily implying understanding.
INTRODUCTION
No company in the world is monopoly. Hence any company whether it is a well-established one or a newly established company competitors should be there. Thus the analysis of competitors is the first and foremost condition of any company. Analysis of competitors and making an appropriate competitors strategy helps the company to cope up in the competitive environment. To prepare an effective marketing strategy, a company must study its competitors as well as its actual and potential customers. Companies need to identify competitor’s strategies, objectives, strengths, weaknesses and reaction patterns. The companies need to know how to design a competitive intelligence system i.e., which competitors to attack and which competitors to avoid. A company’s closest competitors are those seeking to satisfy the same customers and needs and making similar offers. The company should identify competitors by using both industry and marketbased analysis. In addition to analysing competitors a company must pay close attention to satisfy the customers.
Importance of the Study:
1
The success of any organisation is mostly based on analysing competitors and making appropriate strategies in terms of various aspects such as selling, promotion etc.
INDUSTRY PROFILE History of the Product:
Digital wireless & Cellular roots go back to 1940s when commercial mobile telephony began. Compare of with the furious pace of development today, it may be seen that mobile wireless has not progressed further in the last 60 years. The Bell System, producers of the finest land line telephone system in the world, moved hesitatingly and at times disinterest towards wireless. Anything AT & T produced has to will reliable with the rest of their network and it had to make economic sense, something not possible for them with the few customers permitted by the limited frequencies available at the time. The wireless revolution began only after low cost of microprocessor and digital switching become available. The Bell system, producers of finest land line telephone system in the world, moved hesitatingly and at times with disinterest towards wireless. Any ting AT & T produced had to work reliably with rest of their network and it had to make economic sense, something not
2
possible for them with the few customers permitted by the limited frequencies available at the time. The Federal communications commission, whose regulations & unresponsiveness constituted the most significant factors hindering
radiotelephone development, especially with cellular radio, delaying that technology in America by perhaps 10 years, in turn controlled frequency availability. In Europe Japan, though, where Governments could regulate their state run telephone companies less, mobile wireless comes no sooner and in most cases later than the U.S. Japanese manufacturers, although not first with a working cellular radio, did equip some of the first car mounted mobile telephone services, their technology equal to what ever America was producing. Their products enabled several first commercial cellular telephone systems starting in Britain, Tokyo, Osaka, Mexico city.
Cellular Systems first discussed:
In December 1947 Bell laboratories D.H. Ring articulated the cellular concept for mobile telephony in an internal memorandum, authorised by Ring with crucial assistance from W.r.Young.
Father of cell phone:
3
On October 17, 1973, Motorola filed a patent entitled “Radio Telephone System”. It outlined Motorola’s’ cellular radio system and was given US patent number 3,906,166, when it was granted on Sep., 16th 1975. Inventors on the patent were Martin cooper, Richard Donsuth, Albert J. Mikulshi, N.Lynk, John F.Mitccell, Roy A. Richardson and John. H.Sangster. Dr. Cooper was the project manager of Motorola in 1973, and he set up a base station in New York with the first working prototype of a cellular telephone and called over to his rivals at Bell labs. Bell had developed cellular communications technology years earlier, but Motorola & Bell labs in 60’s & early 70’s were in a race to actually incorporate the technology in to usable devices, cooper could not resist demonstrating in a very practical manner who had work. Thus, cooper claims to be inventor of cell phone.
Cell Phone Materials:
By Paulale Benders, only a few years ago, the mobile phone was a brickline, unreliable & expensive device targeted at the few with deep reinforced pockets. Today, it is a small, light, everyday, inexpensive product used by more than 700 million people (or) about 12% of worlds population. One important factor was the use of certain metals, such as copper, nickel, palladium, gold & tantalum, to help reduce the size of a cellular phone.
Introduction to Cellular Technology:
4
Cellular:
Unlike landline telephones, a cellular phone uses radio frequencies instead of fixed cables for communication. Cellular networks divide a coverage region in a series of hexagonal “cells” each its own BTS, hence the term “Cellular”.
GSM:
? Tata Cellular network uses GSM (Global System for Mobile communications). ? GSM was introduced in 1991-1992 & frequency of operation is 900MHz. ? GSM standard uses digital technology.
Network:
The Tata Cellular network is composed of three basic elements. ? MSC. (Mobile Switching Centre) ? BTS (Base Transceiver Station) ? The cellular phone or handset
5
MSC (Mobile Switching Centre)
MSC is the heart of the network and performs the following functions. 1. Setting up a call (connecting) and disconnecting a call. a) Cellular to Cellular b) Cellular to Landline c) Landline to Cellular 2. MSC provides Call Detail Records (CDR’s) for subscriber billing. a) Start & End time of the call b) Origination & termination of each call.
BTS (Base Transceiver Station)
1. Cellular networks divide a coverage region into hexagonal “cells” each with it own BTS. 2. All BTS are connected to the MSC via landline or microwave link. 3. BTS is also called the base station or cell site or tower or transmitter at times. 4. BTS are positioned in key locations to provide the highest of service.
6
COMPANY PROFILE
This chapter includes
• Introduction • Vision • Businesses • Corporate Structure • Management • Demographics • Accomplishments
INTRODUCTION
Bharti Tele-Ventures Limited was incorporated on July 7, 1995 for promoting investments in telecommunications services. Its subsidiaries operate telecom services across India. Bharti Tele-Ventures is India's leading private sector provider of telecommunications services based on a strong customer base consisting of approximately 4.86 million total customers which constitute, 4.39 million mobile and 469,000 fixed line customers, as of August 31, 2003.
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VISION
“To make mobile communications a way of life and be the customers first choice”.
Businesses
Bharti provides a range of telecom services and solutions from customer premise equipment to customised data solutions, Bharti comes with an entire range spanning the entire spectrum of telephony. Bharti Tele-Ventures current businesses include ? Mobile services under the brand of “Airtel” ? Fixed-line under the brand of “Touchtel” ? National and international long distance services through “IndiaOne” ? VSAT, Internet services and network solutions ? Bharti Broadband - End-to-end telecom solutions. ? Network i2i - India's first international submarine cable. ? Beetel - India's number one push button telephone brand ? Mantraonline - the first ISP with its own gateways. Bharti Enterprises has set industry standards in all the areas of its operation.
8
Corporate Structure
Management
The Company is headed by Chairman and Group Managing Director- Sunil Bharti Mittal who is assisted by two Joint Managing Directors- Akhil Gupta and
9
Rajan Bharti Mittal. The Company also has two Presidents- President Mobile Services and President Infotel Services, this responsibility includes Fixed-line, Long Distance and Broadband Services. The Presidents report to the Group Chairman and Managing Director. The head of units and SBUs report to the respective business's President.
Demographics
The key demographics of Bharti Tele-Ventures' mobile circles are set forth below.
Bharti All India Circles of All India Number of circles
Bharti as %
22 3,278 1,027
15 1,848 593
68% 56% 58%
Area of the circles (in '000 sq km)(1) Population in the licensed areas (in Mn)
(2)
Source : Secondary data Notes: (1) Area estimates are from National Census, 2001. (2) Population estimates for all the circles other than the metropolitan areas are as per National Census, 2001 and are as of March 1, 2001. Population estimates for the Uttar Pradesh (West) circle is 37% of the total population of the state of Uttar Pradesh.
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Accomplishments
Bharti Tele-Ventures Limited is ? The largest private sector integrated telecommunications services group in India in terms of the number of customers. ? Largest Mobile footprint in India, covering 15 of the 22 licensed areas. ? Proven track record of managing growth - both organic as well as by way of acquisitions. ? First and largest private telecommunications services company offering fixed-line services in India. ? First private telecommunications company to launch long distance services.
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PRODUCT PROFILE
Contents:
Meaning Vision Mobile Strategy Mobile Foot Print Value Added Services
12
Meaning:
Airtel is a vibrant new world of unlimited opportunities. Where ‘air’ symbolizes as world of unlimited freedom to think to dream and achieve where ‘tel’ connotes. New innovative yet simple ways to communicate spontaneously not just through words but through ideas emotions and feelings. Together they represent a sensitive, contemporary confident symbol for those who believe in true leadership.
Vision:
Bharti Tele-Ventures vision for its mobile business is
“To make mobile communications a way of life and be the customers first choice”.
Mobile Strategy
This includes ? Capture maximum telecommunications revenue potential with minimum geographical coverage to maximise its revenues and margins.
? Build high quality mobile networks by deploying state-of-the-art technology to offer superior services.
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? Use the experience it has gained from operating its existing mobile networks to develop and operate other mobile networks in India and to share the expertise across all of its existing and new circles.
? Attract and retain high revenue generating customers by providing competitive tariffs, offering high quality customer support, proactive retention programs and roaming packages across all of its mobile circles.
? Provide affordable tariff plans to suit each segment of the market with a view to expand the reach, thereby increasing the mobile customer base rapidly.
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Mobile Footprint
The map below depicts the location of, and provides certain information for, Bharti Tele-Ventures' existing mobile (AirTel) circles:
Population estimates are as per National Census, 2001 and are as of March 1, 2001.Mobile subscriber statistics are as of August 31, 2003 and are based on data released by COAI
15
Value Added Services
AirTel offers a host of Value Added Services. These services are subdivided into five major categories that are mentioned below:
Voice based Services
? ? ? ? Voice Mail AirTel Always On Dial a Service Speak to your Service on 646
SMS based Services
? ? ? ? ? ? ? Text Messaging Information Services Send & Receive email through SMS Mobile Banking Ring tone and logo downloads SMS Chat AirTel Messenger
Data Services
? Fax & Data Service
Call Management Services
? Call Line Identification (CLI) ? Call Line Identification Restrictation (CLIR)
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? Call waiting ? Call Hold ? Call Divert
Others
? ? ? ? Roaming Safe Custody STD/ ISD Itemized Billing
COMPETITORS PROFILE Cellone - (Country Wide Cellular Service):
Cellone is the country wide cellular service provided by Bharat Sanchar Nigam Limited (BSNL).
OBJECTIVE:
? Build customer’s confidence through quality and reliable service. ? Provide would class telecom infrastructure.
17
Brand Names of BSNL:
? Country – wide cellular service ? Pre-paid cellular service ? WII Services ? VOIP Service ? Long distance service ? Basic service ? Internet service ? Indian telephone card Cell One excel Tarang Webfone call now b-fone Sanchar net India Telephone Card
The countrywide Internet services of BSNL under the brand name ‘Sanchar Net’ include Internet dialup / leased access service, for web browsing and E-mail applications.
6. CELLULAR MOBILE SERVICE:
? Cell – One (country wide cellular service) Excel (prepaid Card)
OTHER VALUE ADDED SERVICES:
1. Voice Mail Service (VMS)
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2. Call Forward 3. Call Conferencing. 4. Call Waiting 5. CLIP
TATA CELLULAR SERVICES:
1. The Company a) TCL’s Vision b) TCL’s Mission 2. Corridors 3. Andhra on local 4. Air time pricing, Sim offers.
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5. Idea Pre Paid 6. Additional Offers 7. Value added services 8. Billing and payment
THE COMPANY:
Tata Cellular Ltd., is a partnership between the Tata Group of India, Birla and AT & T. TCL’s brand name for the cellular phone service it provides is TATA CELLULAR. TCL was formed in 1992 to bid for providing cellular mobile telephone service in India. TCL was awarded the 10 years license at a free of Rs. 1001 crores for the Andhra Pradesh circle. However the license at a fee regime was discontinued and the revenue sharing regime came into the picture. This requires the cellular service provider to share 15% of the revenue with the Government as against the fixed free. The Tata-Birla – AT & T combine have acquired 100% equity of RPG in RPG Cellcom (MP) August 2000. Tata cellular uses GSM, with state of the art telecommunications equipment from Nokia of Finland, a world leader in Networking Equipment manufacturing.
Value address services:
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Value added services (VAS) are services provided other than basic services. VAS is network and handset dependent. Subscriber should buy handset with features required to use VAS. Some VAS needs to be programmed on the handset once activated
1. Call Barring (CB) 2. Voicemail +CF+SMS 3. E-mail+SMS
Hutch:
About Hutch:
? Hutchinson Telecom, one of the world’s leading cellular service providers, brings hutch. They are known for our innovative approach and world-class technology. ? Goal:” Our goal is to provide you superior products and services, any time and everywhere.
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? Our values are stated simply: WWWW o To be fair & transparent in what we do & how we do it. ? In 1995 Hutchinson Max Telecom became the first operation of India is launch its cellular service. Today Hutchinson is one of the largest provident of cellular services in India in all major regions, as Orange in Mumbai. Hutch in Gujarat, Kolkata, Andhra Pradesh, Karnataka, Delhi and Chennai. It is also one of the largest roaming operators; with a more extensive network in India and around the world that any other operator. ? It is part of the Hong Kong based M.N. Conglomerate Hutchinson Whampoa Limited, a fortune 500 company, and one of the largest company using on Hong Kong Stock Exchange. Its operation span is 56 countries across the Asia Pacific region, Europe and the America. ? Hutchinson affiliates jointly accounts for the largest number of cellular subscribers in India numbering over 2 millions. In Andhra Pradesh, Hutchinson Essarsouth Ltd., offers cellular service under the brand name - Hutch. Hutch offers a host of premier value added services including national and international roaming, stamping over 100 countries across 210 networks. Short message service; voice messaging service, voice response service, voice mail service, roaming, fax and data etc.
Various value added services:
1. Family & Friends
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2. Clip 3. Voice Mail. 4. Call waiting: 5. Charges: 6. Call Forwarding: 7. Fax And Data 8. Call Barring: 9. Call Conferencing 10.Roaming: 11.Short Message Service (SMS)
CHAPTER-II REVIEW OF LITERATURE SERVICES
During the past decade services have increasingly assumed an important role in the world economy. The trend was set and in 90`s services had gain dominance. The competition, and the other hand, in service organizations is becoming intense and severe. As a result the service organization, if they have to be successful, have to be a more professional approach to manage their
23
business. Perhaps that is in this context the role of marketing is gaining importance in the service organizations.
SERVICES DEFINITIONS:
? The American Marketing Association defined as “activities, benefits, or satisfaction, which are offered for sale, or provide in connection with the sale of goods”. ? Robert Judd defined services as “a market transaction by an enterprise or entrepreneur where the object of the market transaction is other than the, transfer of ownership of the tangible commodity”.
SERVICE CHARACTERSTICS
Service Characteristics Market Implications Strategies
24
Intangibility
Cannot be stored No patents No ready display Communication problem
Tangible clues Personal sources Organizational image Cost accounting for
Pricing difficulties price
Post purchase Inseparability Consumer involved in production No mass production Supply demand Heterogeneity match Standardization difficult Quality control difficult communication. Selection training of contact person Manage consumer Multisided location Industrialize Customize
SERVICES MARKETING MIX
For service industries, it was obscured that the traditional marketing mix was inadequate because of three main reasons. ? The original marketing mix was developed for manufacturing industries, which implied that the services offered by service companies ought to be changed in a more product like manner
25
so that the existing marketing tools can be applied. This was a practically difficult. ? The marketing practitioners in the service sector found that the marketing mix does not address to their needs. They observed that the services have certain basic characteristics, which in turn have marketing implications. ? Since services are basically different in comparison to physical products the marketing models and concepts have, therefore to be developed in direction of the service sector.
CUSTOMER VALUE, SATISFACTION AND RETENTION
Today’s companies are facing their toughest competition ever. Companies can do their competition if they can move from a product and a sales philosophy to a marketing philosophy.
26
The success of the companies lies in doing a better job of meeting and satisfying customer needs. Only customer-centered are at building customers, not just building products. Over 35 years ago, Peter Drucker observed that a company’s first task is “to create customers”. But today’s customers face a vast array of product and brand choices, prices and supplies.
Now the customers started estimating which offer will deliver the most value. Customers are value-maximizes, within the bounds of search costs and limited knowledge, mobility and income. They form an expectation of value and act on it.
CUSTOMER VALUE:
Customers are value maximizers. They form an expectation of value and act on it. Buyers will buy from the firm that they perceive to offer, the highest customer delivered value.
Customer delivered value is the difference between total customer value and total customer cost. Total customer value is the bundle of benefits customers expect from a given product or service. Total customer cost is the bundle of costs, which customers expect to incur in evaluating, obtaining, using and disposing of the product or services.
27
BSNL directs all its efforts in increasing total customer costs. In order to increase customer value, BSNL strives for strengthening or augmenting the product, services, personal and image benefits.
Customer Value Analysis:
Mangers often conduct a customer value analysis to reveal the company’s strengths and weakness relatives to various competitors.
The major steps in such analysis are: 1. Identify major attributes customers value 2. Assess the quantitative importance of the different attributes 3. Assess the company and competitor’s performances on the different customers values against their rated importance. 4. Examine how customers in a specific segment rte the company’s performance against a specific major competitor on an attribute - by attribute basis and Monitor customer values over time.
CUSTOMER SATISFACTION:
Satisfaction is a persons feeling of pleasure or disappointment resulting from comparing a product’s perceived performance in relation to his expectations. If the performance falls short of expectations, the customer is
28
dissatisfied. If the performance matches the expectations, the customer is satisfied. If the performance is greater than the expectations, the customer is highly satisfied or delighted.
Many companies are aiming for high satisfaction because who are just satisfied still find it easy to switch when a better offer comes along. Those who are highly satisfied are much less ready to switch. High satisfaction or delight creates an emotional affinity with the brand, not just a rational preference. The result is high customer loyalty. Most successful companies are raising expectations and delivering performances to match. These companies are aiming at total customer satisfaction. The challenge of implementing total customer satisfaction is to create a company culture in which everyone within the company aims to delight the customer.
CUSTOMER RETENTION:
Rapid customer turnover and the effects of discontinued customer relations are critical issues for many companies today. The effects of growing competition coupled with industry maturity and reversionary pressures mean
29
that organizations can’t totally depend on new customers to take the place of lost customers.
Sometimes companies fail to understand customers accurately because they fail to focus on customer relationships. They tend to fix at an acquiring new customers rather than viewing customers as assets that they need to retain. Unless the market is carefully studied, customer expectations, needs and requirements may be defined too broadly, satisfying no one. When an organization focuses too much on new customer and their needs and requirements, it may lose current customers whose needs aren’t being met.
Both parties in the customer from relationship can benefit from customer retention i.e., it is not only in the best interest of the organization to maintain a loyal customer base, but customers themselves also benefit from long term association with the company.
BENEFITS TO THE CUSTOMERS:
Customers will remain loyal to the firm when they receive greater value to what they expect from competing firms. Perceived value is the customers overall
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assessment of the utility of a product based on perceptions of what is received and what is given. Building as long-term relationship with a company can reduce customer stress as initial problems, if any, are solved; special needs are accommodated; and the customer learns what to expect.
BENEFITS TO THE ORGANIZATION:
? The benefits to organization of maintaining and developing a loyal customer base are numerous. They can be linked directly to firm’s bottom line. Results of studies reported by Fredrick Reicehheld shows that across industries customers tend to spend more each year with a particular relationship partner that they did in proceeding period. As customers to know a firm and are satisfied with the quality relative to that of its competitors, they will tend to give more of their business to that firm.
? There are many startup cost associated with attracting new customers. They include advertising and other promotional cost, operating costs of setting up accounts and systems, and time costs of getting to know the customer. Sometimes these initial costs can outweigh the revenue expected from the new customer in the short term. Ongoing relationship maintenance costs are likely to drop over time.
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? When there is a risk involved in the decision to buy a product, customers must often look to others for others advice. Loyal customers are likely to provide a firm with strong word-of-mouth endorsements. This form of advertising can be more effective than any other paid advertising the firm might use, and has the added benefit of reducing costs of attracting new customers.
? Relationship marketing is philosophy of doing business, a strategic orientation that focuses on keeping and improving current customers, rather than on acquiring new customers. It assumes that customers prefer to have an ongoing relationship with one organization that to switch continually among providers in their search for value.
The primary goal of relationship marketing is to build and maintain a base of committed customers who are profitable for the organization. To achieve this goal BSNL focuses on the attraction, retention, and enhancement of customer relationships.
CHAPTER-III
OBJECTIVES OF THE STUDY
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1. To study the BRAND Awareness of Airtel – Bharti Enterprises in the corporate sector. 2. To study the market potential for the Airtel – Bharti Enterprises in visakapatanam. 3. To know the corporate customers opinion about Airtel land line services. 4. To find the opinion of the corporate customer with reference to service
CHAPTER - IV
33
SCOPE OF THE STUDY
The scope of the study includes the information on various cellular services, which are currently under operation in Visakhapatnam.
The study is useful to the company for making better coverage and also providing some offers to the industries and the business man i.e. providing CUG (closed user group) facilities within the group so that large number of the customers would come towards purchasing the services of Airtel.
The study also tells that Airtel is poor in Advertising while compared to Hutch but it is better than other networks such as Idea, BSNL, and Reliance and it must improve the Promotional strategy so that it would capture the market share.
The study also revels the quality of service of basic and mobile Telephone Services providers, which are taken from the websites of the various cellular services.
CHAPTER - V LIMITATIONS OF THE STUDY
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? Sample size selected for this study is 295, which are proportionally less than the population of Viskhapatnam city.
? As time was a limiting factor the survey was conducted at the convenient places of the researcher.
? There may be some bias due to the ignorance from the respondents as they are not aware of the importance of the study. So whatever answers given by the respondents they are taken into consideration.
? Though the respondents are clear about the answers they may not be in position to explain in the manner related to this study.
? Moreover the survey was conducted in and around the certain limits of Visakhapatnam city and thus cannot be generalized.
CHAPTER-VI
RESEARCH METHODOLOGY
35
The methodology regarding the study on customer awareness of mobile services is discussed as follows: a. Research Design b. Sources of Data c. Research Approach d. Research Instrument e. Sampling Plan f. Contact Method g. Statistical Tools used.
Research Design:
Research Design is the framework or plan for a study that guides the collection and analysis of data.
Research Design can either be 1. Descriptive Design 2. Experimental Design The type of research design chosen for this study is descriptive design and quantitative in nature.
Sources of Data:
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The data needed for the study were collected through primary source of data and the details regarding the cellular services were collected through company’s leaflets, brouchers, websites etc.
Research Approach:
Primary data were collected through surveying method as it is the best suited for descriptive method.
Research Instrument:
Questionnaires was developed to carryout the survey the different types of Questioning methods like open-ended, scaled response and ranking were given.
Sampling plan:
Owing to the enormity of the cost and time involved in collecting the information from all the respondents of the Visakhapatnam city a representative sample of the population was chosen. Convenience sampling, which is a type of non-probabilistic sampling techniques, has been employed for the purpose of the study.
Sample size:
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Sample size for the study was taken as 295
Sample unit:
Managers of various functions / departments.
Contact method:
The target population were contacted and reached by personal interviews.
Statistical tools used: Chi-Square Test:
It is one of the simplest and most widely used, non-parametric tests in statistical work. It is defined as: ?² = ?(O-E)² /E O = Actual value E = Expect value E = RT * CT/N
E = Expected Frequency
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RT = The row total for the row containing the cells CT = The column total, for the column containing the cells. Degrees Of Freedom = (r-1) (c-1) R= number of rows C= number of columns At 5% level of significance. If the calculated value is greater than the tabulated value, the hypothesis is rejected and vice versa.
CHAPTER - VII
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DATA ANALYSIS AND INTERPRETATION 1.TYPE OF ORGANIZATIONS
S.No TYPE OF ORGANIZATION 1. 2. 3. 4. Public Sector Private limited MNC`s Small scale Industries TOTAL No. OF ORGANIZATIONS 30 216 9 40 295 10.16 73.22 3.05 13.57 100 PERCENTAGE
Source: Primary Data
Inference:
From the above table we can see that the majority (73.22%) of the organizations are Private limited in the Visakhapatnam city and (13.57%) are the Small Scale Industries, which are there in the Visakhapatnam City.
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1. TYPES OF ORGANIZATIONS
250 216 200
NO. OF ORGANIZATIONS
150
100
50 30 9 0 Public sector Private limited MNCs
40
Small scale industries
TYPES
ORGANIZATIONS
2. NUMBER OF LOCATIONS OF THE ORGANIZATIONS
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NO. OF LOCATIONS
1-5 6-10 11-15 16-20 21-25 26-30 31-35 36-40 40&Above
ORGANIZATIONS
PERCENTAGE
215 27 10 5 4 5 4 5 20 295
72.88 9.15 3.39 1.69 1.35 1.69 1.35 1.69 6.78 100
Source: Primary Data Inference:
From the above table we can see that majority (72.88%) of the organizations are having nearly 5 locations at different places in and around Visakhapatnam and also in India. And (9.15%) of the organizations are having in between 5-10 locations.
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2. NUMBER OF LOCATIONS OF THE ORGANIZATIONS
80 72.88 70
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ORGANIZATIONS
50
40
30
20 9.15 10 3.39 1.69 0 1 TO 5 6 TO 10 11 TO 15 16 TO 20 21 TO 25 26 TO 30 31 TO 35 36 TO 40 & 40 ABOVE 1.35 1.69 1.35 1.69 6.78
NO OF LOCATIONS
3. TURNOVER OF THE ORGANIZATIONS.
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S.No 1. 2. 3. 4. 5.
TURN OVER (in No. OF lakhs) COMPANIES 1-25 26-40 41-100 Above 1 Crore Not Responded TOTAL 97 65 47 62 24 295
PERCENTAGE 32.88 22.03 15.93 21.01 8.14 100
Source: Primary Data Inference:
From the above table we can see that majority (32.88%) of the organizations are doing the business with the total turnover of rupees 25 lakhs per annum and (22.03%) of the organizations are doing the business with the total turnover below 40 lakhs per annum.
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3.TURN OVER OF THE ORGANIZATIONS
120 NO. OF ORGANIZATIONS 100 80 60 40 24 20 0
25 -4 C ro re 25 00 Be lo w 40 -1 on d R es p N ot ed 0
97
65 47
62
TURNOVER IN LAKHS No. OF COMPANIES
45
Ab ov e
1
4. EMPLOYEE`S STRENGTH IN THE ORGANIZATION
S.No 1. 2. 3. 4. 5. STRENGTH 1-10 11-20 21-30 31-40 Above 40 TOTAL ORGANIZATIONS PERCENTAGE 124 68 32 24 47 295 42.03 23.05 11.86 8.13 15.93 100
Source: Primary Data Inference:
From the above table we can see that majority (42.03%) of the organizations are having in between 1-10 employees and next (23.05%) of the organizations are having in between 20 employees in their respective business.
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4.NO. OF EMPLOYEES
140 124 120 NO. OF ORGANIZATIONS 100 80 60 42.03 40 23.05 20 0 10-Jan 20-Nov 21-30 31-40 Above 40 EMPLOYEES ORGANIZATIONS PERCENTAGE 11.86 32 24 15.93 8.13
68 47
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5. LEVEL OF INCOME OF THE EMPLOYEES
S.No 1. 2. 3. 4. 5. INCOME Below Rs.5000 Rs.5000-10000 Rs.10000-15000 Rs.15000-25000 Above Rs.25000 TOTAL NO. OF EMPLOYEES 235 173 137 60 21 626 PERCENTAGE 37.53 27.63 21.88 9.59 3.37 100
Source: Primary Data
Inference:
From the above table we can see that majority (37.53%) of the employees are getting the salary below Rs. 5000/- and (27.63%) of the employees are getting in between 10 000 Rs.
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5.MONTHLY INCOME OF THE EMPLOYEES
3% 10%
37% 22%
28%
Below Rs.5000 Rs.15000-25000
Rs.5000-10000 Above Rs.25000
Rs.10000-15000
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6. NUMBER OF EMPLOYEES WITH CREDIT CARDS
Credit Card Holders Below 20 21-30 31-40 Above 40 Not Responded TOTAL No. Of Organizations 208 15 13 15 44 295 Percentage
70.5 5.1 4.4 5.1 14.9 100
Source: Primary Data Inference:
From the above table we can see that majority (68.92%) of the employees are having the credit card facility.
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6. EMPLOYEES WITH CREDIT CARD HOLDERS
14.9 5.1 4.4
5.1 70.5
Below 20
21 to 30
31 to 40
Above 40
Not responded
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7. TYPES OF LANDLINES THE COMPANIES ARE USING
S.No Types Of Landlines No. Of Landlines Percentage
1. 2. 3.
DOT Indicom Reliance TOTAL
1746 236 57 2039
85.63 11.57 2.80 100
Source: Primary Data
Inference:
From the above table we can see that majority (85.63%) are using DOT ( Department of Telecommunications) in the organizations and 11.57% are using TATA Indicom .
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7.TYPES OF LANDLINES
12%
3%
85%
DOT
Indicom
Reliance
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8. EXPENDITURE SPENT ON LANDLINES BY THE ORGANIZATIONS.
S.No 1. 2. 3. 4. 5. Expenditure Below 5000 5000-10000 10000-15000 15000& Above Not Responded TOTAL No. Of companies 135 57 44 47 12 295 Percentage 45.76 19.32 14.91 15.93 4.08 100
Source: Primary Data Inference:
From the above table we can see that majority (45.76%) of the companies are having expenditure below 5000/- for their landline phones in their organizations.
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8.EXPENDITURE ON LANDLINES
4% 16%
46% 15%
19%
Below 5000 15000& Above
5000-10000 Not Responded
10000-15000
4. PRESENT TELECOMMUNICATIONS FACILITIES (CELLULAR SERVICES)
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• NUMBER OF POSTPAID CONNECTIONS IN THE ORGANIZATIONS S.No Company No. Of Connections 413 1219 38 104 1774 Percentage
1. 2. 3. 4.
AIRTEL BSNL IDEA HUTCH TOTAL
23.28 68.71 2.14 5.87 100
Source: Primary Data Inference:
From the above table we can see that the majority (68.71%) is having IDEA connections in the organizations and 23.28% are having AIRTEL connections in the organizations. This is due to IDEA was introduced first in the Visakhapatnam market and thus it took over the market share from all the competitors in the market.
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9.POSTPAID SERVICES
2% 6%
23%
69%
AIRTEL
BSNL
IDEA
HUTCH
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5. PREPAID CONNECTIONS USED BY THE ORGANIZATIONS
S.No 1. 2. 3. 4.
Company AIRTEL BSNL IDEA HUTCH TOTAL
No. Of Connections 57 197 29 55 338
Percentage 16.80 58.26 8.57 16.27 100
Source: Primary Data
Inference:
From the above table we can see that the majority (58.26%) are having IDEA connections in the organizations and 16.80% are having AIRTEL connections in the organizations. This is due to IDEA was introduced first in the Visakhapatnam market and thus it took over the market share from all the competitors in the market.
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10. PREPAID SERVICES
16%
17%
9%
58%
AIRTEL
BSNL
IDEA
HUTCH
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11. WLL SERVICES (WIRELESS IN LOCAL LOOP)
Company TARANG INDICOM RELIANE TOTAL
No. Of Connections 24 111 303 438
Percentage 5.49 25.34 69.17 100
Source: Primary Data Inference:
From the above table we can see that the majority (69.17%) of the organizations are using the WLL (Wireless In Local Loop) services.
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11.TYPES OF WLL SERVICES
5% 25%
70%
TARANG
INDICOM
RELIANE
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12.
TYPES OF SERVICES TAKEN BY THE ORGANIZATIONS
SERVICES POSTPAID PREPAID WLL TOTAL
No. Of Connections 1774 338 438 2550
Percentage 69.56 13.25 17.19 100
Source: Primary Data
Inference:
From the above table we can see that majority 69.56% of the industries or organizations are using the postpaid services given by the different companies in the Visakhapatnam market.
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12.TYPES OF SERVICES
17% 13%
70%
POSTPAID
PREPAID
WLL
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13. EXPENDITURE ON CELL PHONES
EXPENDITURE Below 500 500-1000 1000-1500 1500 & Above Not Responded TOTAL NO. OF COMPANIES 51 54 40 119 31 295 PERCENTAGE 17.29 18.30 17.56 40.34 10.51 100
Source: Primary Data Inference:
From the above table we can see that the majority 40.34% of the organizations pays Rs. 1500/- and above for their cellular phones every month.
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13.EXPENDITURE ON CELLPHONES
11%
17%
18% 40%
14%
Below 500 1500 & Above
500-1000 Not Responded
1000-1500
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14. FLEXIBILITY TO CHANGE
ASPECTS NO OF RESPONDENTS PERCENTAGE
YES NO TOTAL
72 223 295
24.40 75.60 100
Source: Primary Data
Inference:
From the above table we can see those majorities 75.60% are ready to change their services from one network to the other network.
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14.FLEXIBILITY TO CHANGE THE SERVICES
25%
75%
NO OF RESPONDENTS
PERCENTAGE
15. SATISFACTION LEVELS REGARDING THE VARIOUS
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SERVICES.
SATISFACTI ON LEVELS VERY GOOD GOOD AVERAGE POOR TOTAL
AIRTEL
IDEA
HUTCH
BSNL
TOTAL
4 39 12 7 62
11 97 73 19 200
1 7 2 2 12
5 15 1 21
16 148 102 29 295
Source: Primary Data Inference:
From the above table we can see that majority of the organizations feel good for the Idea cellular services this is due to they have introduced first CUG(closed user group) for and within the organizations.
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15.SATISFACTION LEVELS
120
100
97
80
73
60
40
39
20
19 12 7 7 2 2 1 HUTCH POOR 5
15 1 BSNL
0 4 AIRTEL 11 IDEA GOOD
AVERAGE
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Chi - square 1
16. Relationship between expenditure spent on cell phones and landlines Landlines Cell phones Below5000 500010000 1000015000 15000 & above Below5000 O E
50 30 25 10 33.4 0 36.1 5 31.5 7 21.5 0 12.3 5
500010000 O E
10 14.1 0 25 15.2 6 15 13.3 3 5 2 57 9.08 5.21
1000015000 O E
5 10.8 6 10 11.7 8 20 10.2 9 6 3 44 7.01 4.03
15000 & Not above Responded Total O E O E
5 11.6 3 3 2 1 5 1 12 2.96 3.21 2.80 1.91 1.09 73 79 69 47 27 295 12 12.5 8 8 21 1 47 10.9 9 7.48 4.30
20 Not Responded
Total
135
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Hypothesis
Null Hypothesis- Ho There is no significant relationship between expenditure spent on cell phones and landlines Alternative Hypothesis- HA – There is significant relationship between expenditure spent on cell phones and landlines
Calculated Value Tabulated Value at 5% Significance Level Degree of Freedom
78.53
26.29 16
Inference:
Since the table value is less than the Calculated Value Null Hypothesis is rejected. Therefore there is no significant relationship between expenditure spent on cell phones and landlines.
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Chi - square 2 17. Relationship between total number of employees and employees possessing credit card
Credit Employees cards strength 1-10 O 1-10 11-20 21-30 31-40 Above 40 Total 28 70 40 22 13 17 3 E
11-20 O E 4.3 8 11. 03 7.5 9 6.5 2 5.4 5
21-30 O 1 4 4 5 1 15 E
31-40 O E 0.62 1.57 1.08 0.08 0.77
Above 40 O E 1 2 4 5 3 15 1.8 8 4.7 2 3.2 5 2.7 9 2.3 3
Not Responded O E 3 11 5 13 20 52 6.52 16.3 9 11.2 8 9.67 8.10
Total 37 93 64 55 46 295
21. 4 69 54. 5 53 37. 10 53 32. 9 25 26. 7 97 35
1.88 4.72 1 3.25 1 2.79 1 2.33 2 5
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Hypothesis
Null Hypothesis- Ho - There is no significant relationship between Employees strength and credit cards. Alternative Hypothesis- HA – There is significant relationship between Employees strength and credit cards.
Calculated Value Tabulated Value at 5% Significance Level Degree of Freedom
72.04
31.14 20
Inference:
Since the table value is less than the Calculated Value Null Hypothesis is rejected. Therefore there is no significant relationship between Employees strength and employee possessing credit cards.
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CHAPTER - VIII
FINDINGS
• Majority (73.22%) of the organizations are Private limited in the Visakhapatnam city and (13.57%) are the Small Scale Industries, which are there in the Visakhapatnam City
• Majority (72.88%) of the organizations are having nearly 5 locations at different places in and around Visakhapatnam and also in India. And (9.15%) of the organizations are having in between 5-10 locations.
• Majority (32.88%) of the organizations are doing the business with the total turnover of rupees 25 lakhs per annum and (22.03%) of the organizations are doing the business with the total turnover below 40 lakhs per annum.
• Majority (42.03%) of the organizations are having in between 1-10 employees and next (23.05%) of the organizations are having in between 20 employees in their respective business
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• Majority (37.53%) of the employees are getting the salary below Rs. 5000/- and (27.63%) of the employees are getting in between 10 000 Rs.
• Majority (68.92%) of the employees are having the credit card facility.
• Majority (85.63%) are using DOT( Department of Telecommunications) in the organizations and 11.57% are using TATA Indicom .
• Majority (45.76%) of the companies are having expenditure below 5000/- for their landline phones in their organizations.
• Majority (68.71%) is having IDEA connections in the organizations and 23.28% are having AIRTEL connections in the organizations. This is due to IDEA was introduced first in the Visakhapatnam market and thus it took over the market share from all the competitors in the market.
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• Majority (58.26%) are having IDEA connections in the organizations and 16.80% are having AIRTEL connections in the organizations. This is due to IDEA was introduced first in the Visakhapatnam market and thus it took over the market share from all the competitors in the market.
• Majority (69.17%) of the organizations are using the WLL (Wireless In Local Loop) services.
• Majority 69.56% of the industries or organizations are using the postpaid services given by the different companies in the Visakhapatnam market.
• Majority 40.34% of the organizations pays Rs. 1500/- and above for their cellular phones every month.
• Majorities 75.60% are ready to change their services from one network to the other network • Majority of the organizations feel good for the Idea cellular services this is due to they have introduced first CUG(closed user group) for and within the organizations
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CHAPTER-IX
SUGGESTIONS
? The company should aim at enhancing the customer services in the market. Owing to the competitive situation in the market it is necessary for the company to maintain competitive parity in the market in terms of the services.
? Most of the customers are prepaid. The fact is that in postpaid connections the respondents are complaining about the billing i.e. the companies are charging over than the billing rates so, most respondents are using prepaid than postpaid services.
? More aggressive promotional techniques such as competitive advertising, sponsoring local events or special advertising shall be undertaken to build a strong awareness and favorable attitude for the services of Airtel in the market.
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? The major concentration of the customer is on coverage area. This has to be enhanced from time to time to meet the ever-increasing market demands. At the same time the pricing strategy should also be handled more competitively and most importantly the company should refine its customer relations and serve departments.
? Last but not the least the most important factor for the company is to check its competitive stance in the market. The most important of the steps is to retain its market share by keeping its present customers satisfied by undertaking and catering to their necessities and at the same time trying to reach future horizons.
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CHAPTER - X
CONCLUSION
The operating up of the cellular sector and the entry of more players has heightened competition. Customer expectation has gone up considerably and is likely to further increase. Regulations and guidelines prescribed have generated professionalism in the industry.
The norms for operation of intermediaries like agents, brokers and surveyors are significant as they act as interface between the cellular companies and the public.
Development of radically new products may not be there, though there could be many combinations of existing products. But better packaging would certainly be there. All the companies would have to operate efficiently to survive as margins would be low and marketing and servicing cost high.
Technology would play an important enabling role for this purpose. While the new entrants would definitely the highly technology conscious, the existing players are also investing heavily in this. All this should lead to better servicing and customers can expect quicker and more professional handling.
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BIBLIOGRAPHY
BOOKS
• Philip Kotler, Marketing Management, Hofter publications 1998,London • Dr.R.L.Varshney and Dr.S.L.Gupta, Marketing Management, An Indian Perspective, Sultan Chand & Sons, New Delhi, 2002. • Dr.D.D.Sharma, Marketing Research, Sultan Chand & Sons, New Delhi,2000 • Dr.P.C.Tripathi, Textbook on Research Methodology in Social Science, Sultan Chand & Sons, New Delhi, 2000 • Dr.Sancheti, Quantitative Methods, Tata Mcgrahill, New Delhi,1998. • C.R.Kothari, Research methodology, Printice Hall, 1999.
Websites
• www.airtelworld.com • www.bhartiteleventures.com • www.ideacellular.com • www.bsnl.co.in • www.hutch.co.in
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