aircel in marketing
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1. INTRODUCTION
1.1 GENERAL INTRODUCTION
Evaluation of Customer Satisfaction: Customer satisfaction holds immense
importance in todays marketing scenario and the companies should try to satisfy
their customers. Satisfied customers usually return and buy more, they tell other
people about their experiences, and they may well pay a premium for the privilege
of doing business with a supplier they trust. Statistics are bandied around that
suggest that the cost of keeping a customer is only one tenth of winning a new one.
Therefore, when we win a customer, we should hang on to them. Customer
satisfaction and loyalty research has become an essential business tool to help
retain and increase the customer base. The main principal of any successful
customer satisfaction program is to establish the issues that are of greatest
importance to ones target audience. The research programmes develop focused
customer strategies and provide intelligence to help identify and prioritiesmanagement objectives.
The research here is carried to know the customer satisfaction of mobile users in
the Telecom industry .the whole Telecom industry is undergoing a stupendous
growth especially after so many players taking a plunge into in the mobile service
business. Now buying mobile is not a rich mans possession any more. The mobile
industry is on whopping high. With various technologies creeping in every day you
always are on a back seat to keep your self updated. With a major chunk of the
users being teenagers it makes the situation more dynamic and helps to create a
niche market in itself.
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Looking at the industry trends in mobile segment, the growth is tremendous.
Various cellular providers try to be innovative in providing value added services to
the subscribers. If the demand is rising in same pace then it is for sure that thesubscriber base of the mobile users will definitely exceed the limit of the land line
subscribers.
They are so many mobile service providers in India; the competition between them
to capture the market share is immense. The strategies and promotions they
practice are awesome. At the end of all these strategies and promotion their main
objective is to satisfy the existing customers, retain them and to attract potential
customers.
The current trends and dynamism in this field invoked me to carry on a research to
know the factors that influence the customer satisfaction in the Telecom industry.
Aircel which is hot favorite among students encouraged me to take the study on
Aircel because of their promotions and marketing strategy. This study deals with
exploring the factors that effect the satisfaction of customers of AIRCEL and also
tries to discover the satisfaction level of mobile service customers other than
AIRCEL who can be the prospective customers for AIRCEL in future. The
research has also led to understand the current market situation in terms of
customer preferences, customer attitude, available alternatives, price sensitivity,
buying decisions, and product attributes etc.
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It has been a sincere effort to explore the factors that can lead to total customer
satisfaction of the AIRCEL service users. Also the study of the customer
perception & attitude of other mobile service users has resulted to highlight those
issues that the customers give value to and regard important as, which will help thecompany to attract more and mare new prospective customers.
1.2 THEORETICAL BACKGROUND
Market
The term market may be considered as a convenient meeting place where buyers
and sellers gather together for the exchange of goods and services. Market means a
group of people having unmet wants, purchasing power to make their demand
effective and the will to spend their income to fulfill those wants. Today a market
is equated with the total demand.
The Ame rican marketing association defines a market, as the aggregate demand of
potential buyers for a product or service.
Under keen competition, a marketer wants to create or capture and retain the
market i.e. customer demand through an appropriate marketing mix offered to a
target market. The market offering i.e. supply must meet fully customer demand,which are unmet needs and desires.
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Marketing
Marketing is a comprehensive term and it includes all resources and set of
activities necessary to direct and facilitate the flow of goods and services form the
producer to the consumer in the process of distribution. Businessmen regards
marketing as a management function to plan promote and deliver products to the
clients or customers. Human efforts, finance and management constitute the
primary resources in marketing.
We have twin activities, which are most significant in marketing:
1. Matching the product with demand i.e. customer needs and desires or the target
market.
2. The transfer of ownership and possession at every stage in the flow of goods
from the primary producer to the ultimate consumer.
The American marketing association defines marketing as the process of planning
and executing the conception, pricing, promotion and distribution of ideas, goods
and services to create exchanges that satisfy individual and organizational
objectives.
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Marketing Management
Marketing management represents an important functional area of business
management efforts for the flow of goods and services from the producer to the
consumers. It looks after the marketing system of the enterprise. It has to plan and
develop the product on the basis of known customer demand.
Marketing management may be defined as, a process of management of marketing
programs for accomplishing o rganizational goals and objectives.
Marketing management has to build up appropriate marketing plan or marketing
mix to fulfill the set goals of the business. It has to formulate sound marketing
policies and programs. It looks after their implementation and control. It has to
implement marketing strategies, programs and campaigns. It must evaluate the
effectiveness of each part of marketing mix and introduce necessary modifications
to remove discrepancies in the actual execution of plans, policies, strategies,
procedures and programs.
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Marketing Mix
Marketing mix is the set of marketing tools the firm uses to pursue its marketing
objectives in the target market.
The elements or variables that make a marketing mix are four:
1. Decisions on product or service.
2. Decisions on promotion
3. Decisions on price
4.
Decisions on distribution.The four ingredients are closely interested. Under the systems approach the
decision in one area affects action in the other. Marketing mix decisions constitute
a large part of marketing management.
According to Philip Kotler the term marketing mix is, the set of controllable
variables that the firm can use to influence the buyers response. In the simplest
manner, the basic marketing mix is the blending of four inputs or sub mixes, which
form the core of the marketing system.
Product mix decision refers to decisions on product variety, quality, design,
features, brand image, packaging, sizes, services, warranties and returns.
Price mix decision refers to decisions on the product list price, discounts,
allowances, payment period and credit terms available.
Place mix decision refers to decisions on the channels, coverage, assortments,
locations, inventory and transport of the market offering.
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Promotion mix decisions refer to decisions on the products advertising, sales
promotion, sales force, public relations and direct marketing.
Together they form the four Ps of marketing.
Marketing Planning
A marketing plan lays down in writing the marketing objectives, programs and
policies to be adopted to achieve the set marketing objectives. Even before an
integrated marketing plan is prepared the company shall prepare functional plan for
each component of marketing mix. To have a sound marketing plan, every
operation is to be examined and the problems are to be identified. The overall
marketing plan should be linked to the distribution channel of the company to have
effective marketing operations.
The marketing planning covers the preparation of functional plans, integration of this plan and the preparation of master marketing plan to serve the objective of the
organization. Marketing planning is bound to get a better hold of environmental
factor.
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Marketing Research
Marketing research is the systematic gathering, recording and analyzing of the data
about problems connected to the marketing of goods and services i.e. problems
relating to product, price, promotion and distribution of the 4ps of the marketing
mix.
Marketing research is concerned with all those factors, which have a direct impact
upon the marketing of products and services. Marketing research has grown along
with the expanded role of marketing as the focus for the business decision-making.
Need of marketing research
Marketing research is conducted for different purposes. They are:
1. To estimate the potential market for a new product.
2. To know the reactions of consumers to a product already existing in the market.
3. To find out the general marketing condition and tendencies.
4. To know the types of consumer buying and their buying motives.
5. To know the reactions of failure of a product already in the market.
6. To assess the strength and weakness of competitors.
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Consumer Behavior
The term consumer behavior can be defined, as, the behavior that the consumer
display in searching for, purchasing, using and evaluating products, services and
ideas, which they expect, will satisfy their needs. The study of consumer behavior
enables marketers to understand and predict consumer behavior in the market
place; it also promotes understanding of the role that consumption plays in the
lives of individuals.
Consumer behavior refers to all psychological social and physical behavior of
potential consumers as they become aware of, evaluate, purchase and consume and
tell others about products and services. It is the pattern of response of buyers to
marketing offer of a firm. It refers to the process as how consumers make their
purchase decisions. It is concerned with what, why, how much, when and from
whom buyers make their purchases of goods and services.
Model of consumer behavior
The starting point of understanding consumer behavior is the stimulus-response
model. Marketing and environmental stimuli enter the buyers consciousness. The
buyers characteristics and decision process l ead to certain purchase decisions. The
marketers task is to understand what happens in the buyers consciousness
between the arrival of outside stimuli and the buyers purchase decisions.
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Major Factors Influencing Consumer Behavior
Consumers buying behavior is influenced by cultural, social, personal and
psychological factors.
Cultural Factors
Cultural factors exert the broadest and deepest influence on consumer behavior.
The roles played by the buyers culture, subculture and social class are particularly
important.
Culture
Culture refers to that complex whole which includes in it knowledge, beliefs, art or
anything man acquires as a member of society.
Subculture
Each culture consists of smaller subcultures that provide more specific
identification and socialization for their members. Sub cultures include
nationalities, religions, racial groups and geographic regions.
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Social Class
Virtually all-human societies exhibit social stratification. Stratification sometimes
takes the form of a caste system where the members of different castes are rearedfor certain roles and cannot change their caste membership more frequently;
stratification takes the form of social class.
SOCIAL FACTORS
Reference Groups
A persons reference groups consists of all the groups that have a direct or indirect
influence on the persons attitudes or behavior.
Family
The family is the most important consumer buying organization in the society and
it constitutes the most influential primary reference group.
Roles and statuses
A person participates in many groups, family, clubs, organizations etc. The persons position in each group can be defined in terms of role and status. A role
consists of the activities that a person is expected to perform. Each role carries a
status.
Personal factors
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Age and stage in the life cycle
People buy different goods and services over their lifetime. Taste in clothes,furniture and recreation is all age related.
Consumption is shaped by the family life cycle. Marketers often choose life-cycle
groups as their target market.
Occupation and economic circumstances
Occupation also influences a persons consumption pattern.
Product choice is greatly affected by economic circumstances; spend able income,
savings and assets, debts, borrowing power and attitude toward spending versus
saving.
Lifestyle
People from the same subculture, social class, and occupation may lead quite
different lifestyles. A lifestyle is the persons pattern of living in the world
expressed in activities, interest s ands opinions. Lifestyle portrays the world person
interacting with his or her environment.
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Personality and self concept
Each person has a distinct personality that influences buying behavior. It is that
distinguishing psychological characteristics that lead to relatively consistent andenduring responses to environment. Related to personality is self-concept or self
image. Marketers try to develop bran images that match target markets self image.
Psychological factors
Motivation
A person has many needs at any given time. A need becomes a motive when it is
aroused to a sufficient level of intensity. A motive is a need that is sufficiently
pressing to drive the person to act.
Perception
Perception is the process by which an individual selects, organizes and interprets
information inputs to create a meaningful picture of the world. How a, motivated
person actually acts is influenced by his or her perceptions of the situation.
Learning
When people act they learn. Learning involves changes in an individuals behavior arising from experience. Learning theory teaches marketers that they can build up
demand for a product by associating it with strong drives, using motivating cues
and positive reinforcement.
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Beliefs and attitudes
Through doing and learning, people acquire beliefs and attitudes. These in turn
influence buying behavior. A belief is a descriptive thought that a person holds
about something. The beliefs make up product and brand images and people act on
these images.
An attitude is a person enduring favorable or unfavorable evaluations, emotion
feelings and action tendencies toward some object or idea. Thus a company would
be well advised to fit product into existing attitudes rather than try and change
peoples attitudes.
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2. DESIGN OF THE STUDY
2.1 OBJECTIVES
To study the satisfaction level of the AIRCEL customers.
To understand the current market situation in terms of customer
preferences, customer attitude, available alternatives, price sensitivity,
buying decisions, product attributes etc.
To come with a suitable conclusion and Suggestions based on analysis and
interpretation of the study.
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2.2 SCOPE OF THE STUDY
A study of this kind helps to put theoretical aspects into the project and aims to
give information to AIRCEL. Nature of study methods used, findings of theinvestigation, conclusion and recommendations inferred from the findings also
aims to enable AIRCEL to implement the recommendations made at the end of the
study.
The research is purely based on the survey conducted in Chennai city and has been
focused on Aircel Subscribers. The number of respondents interfere is 50. The
study covers information about customer brand preference, service attributes etc.
The project will be useful to management, students and other who may want to
broader their horizon. Overall scope of the study would be to enhance the services
to the subscribers in the city.
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2.3 STATEMENT OF THE PROBLEM
The study deals with consumer perception of AIRCEL subscribers. The myriad
factors that have a fearing or influence customer purchase decision are of paramount importance to the service providers and dealers. In order to retain its
subscribers it is necessary for the organization to study the behavior of the existing
and new subscribers and meet their expectations and preferences.
In this scenario, it is necessary to evaluate the different factors that influence the
subscriber.
So some issues that are needed to be studied are
Perception of Customer of various brands.
Buying motives of subscribers.
Satisfaction level of the subscribers.
Awareness about different brands.
Major forces that influence purchase decision.
Statement of the problem has been summarized as consumer Behavior of cellular
providers and a market survey on Aircel Subscribers.
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2.4 REVIEW OF LITERATURE
The research required primary and secondary source of data. The primary data is
obtained through structured questionnaires designed Secondary Datas are the one
which is collected from web sites, common man, dealers, and company records
Some of the books referred are
Principles of Marketing, Philip Kotler.
Marketing Management, A. J. Sherlekar,
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2.5 OPERATIONAL DEFINITION OF THE STUDY
Marketing is a comprehensive term and it includes all resources and set of
activities necessary to direct and facilitate the flow of goods and services form theproducer to the consumer in the process of distribution.
Marketing management may be defined as, a process of management of
marketing programs for accomplishing organizational goals and objectives
Consumer behavior can be defined, as, the behavior that the consumer display in
searching for, purchasing, using and evaluating products, services and ideas, which
they expect, will satisfy their needs.
Market segments may be identified by examining demographic, psychographic
and behavioral differences among buyers.
Target markets may be defined as those markets or market segments that offer the
greatest opportunity to the marketer.
An offering is a combination of products, services, information and experiences.
A brand is an offering from a known source.
Relationship marketing may be defined as the aim of building mutually satisfyinglong term relationships with key parties consumers, suppliers, distributors in
order to earn and retain their business.
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Brand
It is a name, term, sign, symbol, or design, or combination of them, intended to
identify the goods or services of one seller and to differentiate them from those of
competitors.
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2. PROFILE
2.1 COMPANY PROFILE
The Aircel Group is a result of alliance between Maxis Communication Berhad of
Malaysia (74% equity) and Sindya Securities & Investment Private Limited (26%
equity).
The Aircel Group, formed in 1994, offers affordable and outstanding mobile
services to a vast subscriber base in India. Aircel has a vision of delighting its
customers by giving them the respect they deserve. Their goal is to provide
customers with exemplary service and persistently look for new ways to surpass
their expectations.
Aircel commenced operations in 1999. In their first decade of operations, they
concentrated on building foundations in the southern part of the country, and soon
emerged as the regional market leaders. They worked hard and achieved that
success by remaining focused on growth opportunities. Soon after the company
began with its expansion in 2005 and has now set its sight on becoming a pan India
operator. Their project pipeline is robust, allowing for sustainable long-term
growth.
In addition to their leadership position in Tamil Nadu, Aircel met with
extraordinary success in the Eastern frontier circles. They pride themselves on
customer satisfaction and managed to emerge as the market leaders in Assam and
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North Eastern states within 18 months of operations. During this period, the
company gained a strong foothold in 10 circles, to provide better access to their
customers. Today, Aircel operates in 18 telecommunication circles and the
company is ready to embark on a dynamic expansion plan, swiftly rolling out innew circles in the near future.
Aircel recognizes the tremendous growth in its customer base. They have also got
an authorization from the Department of Telecommunications for ILD and NLD
telephony services and are now on track to realize their dream of becoming a
nationwide player by the year 2010.
Aircel offers its customers, services and products that are easy to understand and
use. All offerings are stimulating and at the same time unique as Aircel continue to
re-invent itself constantly to deliver the best and most up-to-date services. The
brand instills a feeling of pride, confidence and reliance among all stakeholders by
anticipating their desires and fulfilling the same efficiently.
With their foundations deeply set on their brand values of simplicity, creativity,
trust and excitement, they will continue to deliver superior services to their
customers and will do their best to live up to high expectations
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Major competitors of Aircel
AIRTEL
IDEA
VODAFONE
TATA DOCOMO
RELIANCE
BSNL
About 3G
3G will bring to life the experience of mobile broadband on phone. With thistechnology, one can enjoy superior videos, enhanced voice calls and swift data
transmission on the mobile phone that will make life quicker, exciting and efficient
so one can do more on the go.
High speed internet
Allows real time video streaming
Video conferencing
High Definition Gaming
High speed download/upload
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Awards and Recognition
Aircel has also been recognized for its consistent and reliable efforts, receiving the
highest rating for overall customer satisfaction and network quality by Voice and
Data in 2006, an accolade given to only a select few. They succeeded in keeping
their promises to their customers as they were recognized for the same award by
IDC in 2007.
Aircel emerged as the top mid- size utility company in Business worlds 'List of
Best Mid-Size Companies' in 2007. Additionally, they have also been recognized
as the best regional operator by the Tele.net Publication in 2007 and have been
honored by CMAI INFOCOM for excellence in marketing of new telecom servicein 2009.
AIRCEL is rated as 'Best Mobile Service in the Country' by the national TNS
survey of mobile users.
AIRCEL is Named 'Most Respected Telecom Company' by Business World.
AIRCEL has been Named 'Creative Advertiser of the Year' and has won the
'Campaign of the Year' award at the annual Abby 2004 advertising awards
function.
AIRCEL has been Named Social Responsibility of Wild and has won the
'Campaign of the Save our Tigers award at the a NDTV 2010 awards function.
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3.1 RESEARCH METHODOLOGY
The marketing research problem calls for the descriptive types of research.
Descriptive studies are undertaken in many circumstances. When the researcher isinterested in knowing the characteristics of certain groups such as age, sex,
education level etc or in cases where the researcher in is interested in knowing the
proportion of people in a given population who have behaved in a particular
manner.
Descriptive research is used for the following data.
Consumer profile study
Consumer Behavior study
SOURCES OF DATA
Data, facts, figures, other relevant material of past and present and surveying are
the basis for study and analysis. Without an analysis of factual data no specific
inferences can be drawn on the questions under study. Inferences based on
imagination or guesses cannot provide correct answer to research questions. The
relevance adequacy and reliability of data determine the quality of the findings of a
study.
For the purpose of the present study, data from two sources has been collected
namely primary and secondary data.
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Primary Data
Primary data is source from which the researcher collects the data. It is a
first hand data, which is used directly for the analysis purposes. Primary data
always gives the researcher a fairer picture. In the present study primary datahas been collected using questionnaires. For the purpose of collecting the
same, 50 respondents have been randomly selected. Even the response of the
respondents was taken into consideration. In this study, primary data plays a
vital role for analysis, interpretation, conclusion and suggestions.
Secondary Data
Secondary data is data which is collected and compiled for other purposes.
Secondary data also plays a key factor in the in providing various other
information which will influence the analysis. Few of the main sources of
secondary data include newspapers, business journals, magazines, internet
and company reports etc.
POPULATION
The aggregate of all the units pertaining to a study is called the population.
Population is the largest group to be studied. Its the total collection of elements
about which we wish to make inferences the populations for this research are the
people residing in Chennai city.
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SAMPLE DESIGN
A part of the population is known as sample. The process of drawing a sample
from a large population is called sampling. The type of sample design used is
Simple Random Sampling. Simple Random Sampling gives every unit of thepopulation a known and non-zero probability of being selected. Since random
sampling implies equal probability to every unit in the population, it is necessary
that the selection of the sample must be free from human judgment. The sample
design is formulated at Chennai city only.
SAMPLE PLAN
SAMPLE SIZE
The sample size for the survey is 50 respondents of which
25 are Existing AIRCEL Subscribers and
25 are New AIRCEL Subscribers.
SAMPLE UNIT
One of the units into which an aggregate is divided or regarded as divided for the
purpose of sampling, each unit being regarded as individual and indivisible when
the selection is made. The definition of unit may be made on some natural basis fro
example households, persons, units of product etc. Hence, in the study the sample
unit is Respondents who are Prepaid Aircel Subscribers.
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3.2 DATA COLLECTION TOOLS
The following sampling techniques have been implemented:
Personal interviews
Approaching people personally and interviewing directly.
Questionnaires
Designing the questions in such a way that is covers various opinions,
views about AIRCEL subscribers at the present market conditions.
The questionnaire consisted of various types of questions say Open-
ended questionnaire, Close ended or Dichotomous questions,
Multiple-choice questions.
FIELD WORK
This project involved a field work where in the survey is conducted by having a
personal interaction with 50 subscribers who are AIRCEL subscribers. Personal
interaction has been carried out and the information sought as was required in the
questionnaire for the purpose of data processing and analyzing. The respondents
have been directly contacted.
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METHODOLOGICAL ASSUMPTIONS
For the purpose of the study the following assumptions have been made.
It has been assumed that the information given by the respondents are
authentic, Bona fide and genuine.
The sources of the data are the basis, from which the actual required
information can be extracted.
The sampling procedure adopted will help in choosing an appropriate
sample that truly represents that actual population.
It has also been assumed that interview -questionnaire is more suitable for
collecting data for the present day.
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3.3 OVERVIEW OF THE REPORT
Chapter 1
This chapter deals with the general introduction about the report, the need
objectives and a scope of the study. It includes certain management definition
concerned with the study.
Chapter 2
This chapter deals with the design of the study concerning research methodology,
sampling, tools of data collection, overview and limitation of study.
Chapter 3
This chapter deals with the profile of organization such as its origin, its growth,
present status, functional departments and the organization structure.
Chapter 4
This chapter deals with the analysis and interpretation of data.
Chapter 5
This chapter deals with the summaries of finding of the study and suggestions
based on the findings.
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2.9 LIMITATIONS OF THE STUDY
The limitations of the study are as follows: Sample size of the subscriber is limited.
Many subscribers do not give the exact picture of their opinion.
The time period for conducting the survey is inadequate as the sample size
covers only Chennai city.
One subscriber may have more than one connection.
The opinion of the subscriber depends on the geographical location of the
subscriber this may include the network of the provider.
Since its a prepaid service it may be temporarily be used.
Since most of the subscribers are teenagers it fails to give a general view of
other age groups.
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4. ANALYSIS
ANALYSIS AND INTERPRETATION OF DATA
PROFILE OF THE RESPONDENTS OF POTENTIAL AIRCEL
SUSCRIBERS
Respondents Based on Gender.
Source: primary data
Inference:
90% of the respondents are Male and the rest 10% are Females.
Interpretation:
Majority of the respondents are males as more males are having mobiles.
GENDERNO. OF
RESPONDENTSPERCENTAGE
Male 45 90
Female 5 10
TOTAL 50 100
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Graph 1.1
Profile based on Gender
0
10
20
30
40
50
Male Female
Gender
N o .
o f R e s p o n
d e n
t s
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Table 1.2
Profile of Respondents Based on Age Group .
AGE GROUPNO. OF
RESPONDENTS PERCENTAGE
Less Than 20 YRS 3 6
20-25 YRS 38 76
25-30 YRS 6 1230-35 YRS Nil Nil
More Than 35YRS 3 6
TOTAL 50 100
Source: primary data
Inference:
76% of the respondents are of age group 20 -25 years.
12% of the respondents are of age group 25 -30 years.
6% belong to the age group
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Graph 1.2
Profile based on Age Group
76%
0%6%6%
12%
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Table 1.3
Profile of Respondents Based on Occupation .
OCCUPATIONNO. OF
RESPONDENTS PERCENTAGE
Student 36 72
Salaried 9 18
Business 2 4
Others 3 6Total 50 100
Source : primary data
Inference:
72% of the subscribers are Students.
18% are Salaried Subscribers.
4% are from a Business Background.
6% are from others.
Interpretation:
A large number of AIRCEL subscribers are students. The tariffs are more
economical and attractive to students, when compared to other service providers in
the market.
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Graph 1.3
Profile based on occupation.
Student
72%
Salaried
18%
Business
4%
Others
6%
Student
Salaried
Business
Others
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Table 1.4
Respondents Based on Brand Sequence
BRANDNO.OF
RESPONDENTSPERCENTAGE
AIRCEL 20 40AIRTEL 18 36CELLONE 6 12IDEA 1 2VODAFONE 1 2RELIANCE 4 8TOTAL 50 100
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Graph 1.4
Profile of Respondents Based on Brand Sequence
0
5
10
15
20
25
30
35
40
NO. OFRESPONDENTS
PERCENTAGE
AIRCEL
AIRTEL
CELLONE
TATA INDICOM
SPICE
RIM
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Table 1.5
Mobile service providers in terms of their overall performance
BRAND NO. OFRESPONDENTS
PERCENTAGE
AIRCEL 18 36
AIRTEL 23 46
VODAFONE 1 2
BSNL 3 6
RIM 4 8IDEA 1 2
Source: primary data
Inference:
46% of the respondents recalled AIRTEL, first in overall performance.
36% of the respondents recalled AIRCEL, second in overall performance.
Interpretation:
Most of the subscriber recalls the brand they use; hence a majority of the
subscribers prefer Airtel followed by Aircel, Rim, BSNL, and Vodafone.
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Graph 1.5
Mobile service providers in terms of their overall performance
0
10
20
30
40
50
NO. OFRESPONDENTS
AIRCEL
AIRTEL
SPICE
CELL ONE
RIM
TATA INDICOM
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Table 1.6
Type of service intended to use
INTENDED
SERVICE
NO. OF RESPONDENTS PERCENTAGE
PREPAID 32 64
POSTPAID 18 36
TOTAL 50 100
Source: Primary Data
INFERENCE
64% of the respondents are willing to use prepaid and 36% of them are willing to
use postpaid services.
INTERPRETATION
Respondents are more interested to use prepaid services than postpaid services.
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Graph 1.6
Type of service intended to use
64%
36% PREPAID
POSTPAID
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Table 1.7
Profile of Respondents Based on Various Selection Parameters .
PARAMETERS NO. OF
RESPONDENTS PERCENTAGE
Promotion 25 50
Friend and family 31 62
Attractive Service
Plan
12 24
Special Discount 4 8
Good Service Quality 11 22
Location Of Service
Stations1 2
TOTAL 50 100
Source: primary data
Note: 1. Some of the Respondents Have opted more than one Parameter.
2. Sample Size 50
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Inference:
62% of the respondents are influenced by their family and friends.
50% of the respondents are influenced by the promotion of the company. 24% of the respondents are influenced by the Service Plans.
22% of the respondents are influenced by the Service Quality.
8% of the respondents are influenced by the Special Discounts.
2% of the respondents are influenced by the Location of Service Stations.
Interpretation:
The respondents are highly influenced by their social circle i.e. friends,
familyetc followed by the promotion done by the company and later the service
parameters.
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Graph 1.7
Profile of Respondents Based on Various Selection Parameters
05
101520253035
N O
. O F R E S P O N D E N T S
Series1
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Table 1.8
Profile of Respondents Based on Network .
PARAMETERSNO. OF
RESPONDENTS PERCENTAGE
Excellent (5) 5 10
Good (4) 16 32
Fair (3) 14 28
Poor (2) 8 16
Very Poor (1) 7 14
Total 50 100
Source: primary data
The weights are assigned to the parameters in order to calculate the overall average
rating of all the respondents as follows
PARAMETERS Weight
Excellent 5
Good 4
Fair 3
Poor 2
Very Poor 1
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PARAMETERS NO. OFRESPONDENTS
Excellent 5*5=25
Good 16*4=64
Fair 14*3=42
Poor 8*2=16
Very Poor 7*1=7
Total 154
= Sum of [frequency X Weight] / sample size
= 154 / 50
= 3.08
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Inference:
32% of the respondents rate Good. 28% of the respondents rate Fair.
16% of the respondents rate Poor.
14% of the respondents rate Very Poor.
10% of the respondents rate Excellent.
On an average it is 3.08, which is fair.
Interpretation:
The network coverage of AIRCEL is not all that competitive compared to
AIRTEL. Hence there is only a 4% difference between the respondents who have
rated Good and Fair.
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Graph 1.8
Rating based on Network .
5
16 148 7
05
101520253035404550
Excellent Good Fair Poor Very Poor
N o .
o f R e s p o n
d e n
t s
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Table 1.9
Profile of Respondents Based on Customer Care .
PARAMETERSNO. OF
RESPONDENTS PERCENTAGE
Excellent 7 14
Good 18 36
Fair 17 34
Poor 1 2Very Poor 7 14
Total 50 100
SOURCE: PRIMARY DATA
The weights are assigned to the parameters in order to calculate the overall average
rating of all the respondents as follows
PARAMETERS Weight
Excellent 5
Good 4
Fair 3
Poor 2
Very Poor 1
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PARAMETERSNO. OF
RESPONDENTS
Excellent 7*5=35Good 18*4=72
Fair 17*3=51
Poor 1*2=2
Very Poor 7*1=7
Total 167
= Sum of [frequency X Weight] / sample size
= 167 / 50
= 3.34
Inference:
36% of the respondents rate Good.
34% of the respondents rate Fair.
14% of the respondents rate Excellent.
14% of the respondents rate Very Poor.
2% of the respondents rate Poor.
On an average it is 3.34, which is in between fair and good.
Interpretation:
Customer care service is not satisfactory. Most of the respondents complain that
they are not able to get through the connections as they are busy and no timely
action is taken for the grievances
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Graph 1.9
Rating based on Customer Care.
7
18 17
17
0
10
20
30
40
50
Excellent Good Fair Poor Very Poor
N o .
o f R e s p o n
d e n
t s
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Table 1.10
Profile of Respondents Based on Value Added Services.
PARAMETERSNO. OF
RESPONDENTS PERCENTAGE
Excellent 9 18
Good 22 44
Fair 18 36
Poor 1 2
Very Poor 0 0
Total 50 100
SOURCE: PRIMARY DATA
The weights are assigned to the parameters in order to calculate the overall average
rating of all the respondents as follows
PARAMETERS Weight
Excellent 5
Good 4
Fair 3Poor 2
Very Poor 1
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PARAMETERSNO. OF
RESPONDENTS
Excellent 9*5=45
Good 22*4=88
Fair 18*3=54
Poor 1*2=2
Very Poor 0*1=0
Total 189
= Sum of [frequency X Weight] / sample size
= 189 / 50
= 3.7
Inference:
44% of the respondents rate Good.
36% of the respondents rate Fair.
18% of the respondents rate Excellent.
2% of the respondents rate Poor.
On an average it is 3.78,which is in between fair and good.
Interpretation:
Value Added Services of AIRCEL is the Good, as it was the first provider to
provide such services and to inject the concept of providing services other than
basic communication.
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Graph 1.10
Rating based on Value Added Services
9
2218
1 005
101520253035
404550
Excellent Good Fair Poor Very Poor
N o .
o f R e s p o n
d e n
t s
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Table 1.11
Profile of Respondents Based on Availability of Sim Cards and
Recharge Cards.
PARAMETERSNO. OF
RESPONDENTS PERCENTAGE
Excellent 18 36
Good 25 50
Fair 6 12Poor 0 0
Very Poor 1 2
Total 50 100
SOURCE: PRIMARY DATA
The weights are assigned to the parameters in order to calculate the overall average
rating of all the respondents as follows
PARAMETERS Weight
Excellent 5
Good 4
Fair 3
Poor 2
Very Poor 1
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PARAMETERSNO. OF
RESPONDENTS
Excellent 18*5=90Good 25*4=100
Fair 6*3=18
Poor 0*2=0
Very Poor 1*1=1
Total 209
= Sum of [frequency X Weight] / sample size
= 209 / 50
=4.18
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Inference:
50% of the respondents rate Good. 36% of the respondents rate Excellent.
12% of the respondents rate Fair.
2% of the respondents rate Very Poor.
Interpretation:
Availability of Sim cards and Recharge cards is Good, followed by Excellent and a
marginal percentage of Fair and Poor. AIRCEL has a good distribution channel
system, which plays a very important role in order to penetrate the market and
know the pulse of the subscribers.
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Graph 1.11
Rating based on Availability of Sim and Recharge cards .
18
25
60 1
05
1015
20253035404550
Excellent Good Fair Poor Very Poor
N o .
o f R e s p o n
d e n
t s
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Table 1.12
Profile of Respondents Based on Roaming Facility.
PARAMETERSNO. OF
RESPONDENTS PERCENTAGE
Excellent 19 38
Good 16 32
Fair 13 26Poor 1 2
Very Poor 1 2
Total 50 100
Source: primary data
The weights are assigned to the parameters in order to calculate the overall average
rating of all the respondents as follows
PARAMETERS Weight
Excellent 5
Good 4
Fair 3
Poor 2
Very Poor 1
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PARAMETERS NO. OFRESPONDENTS
Excellent 19*5=95
Good 16*4=64
Fair 13*3=39
Poor 1*2=2
Very Poor 1*1=1
Total 201
= Sum of [frequency X Weight] / sample size
= 201/50
= 4.01
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Inference:
38% of the respondents rate Excellent. 32% of the respondents rate Good.
26% of the respondents rate Fair.
2% of the respondents rate Poor.
2% of the respo ndents rate Very Poor.
On an average it is 4.01,which is good.
Interpretation:
The Roaming Service is good, as they are Prepaid Connections there is no
necessity to pay any deposit for availing the roaming service.
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Graph 1.12
Rating Based on Roaming Facility
1916
13
1 10
10
20
30
40
50
Excellent Good Fair Poor Very Poor
N o .
o f R e s p o n
d e n
t s
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Table 1.13
Profile of Respondents Based on Overall Rating.
PARAMETERS NO. OF
RESPONDENTS PERCENTAGE
Excellent 4 8
Good 29 58
Fair 15 30
Poor 2 4
Very Poor 0 0
Total 50 100
Source : primary data
The weights are assigned to the parameters in order to calculate the overall average
rating of all the respondents as follows
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PARAMETERS Weight
Excellent 5
Good 4
Fair 3
Poor 2
Very Poor 1
PARAMETERS NO. OF
RESPONDENTS
Excellent 4*5=20Good 29*4=116
Fair 15*3=45
Poor 2*2=4
Very Poor 0*1=0
Total 185
= Sum of [frequency X Weight] / sample size
= 185 / 50
= 3.7
Inference:
58% of the respondents rate Good.
30% of the respondents rate Fair.
8% of the respondents rate Excellent.
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4% of the respondents rate Poor.
On an average it is 3.7,which is in between fair and good.
Interpretation:
Factors like Tariffs, Network, Customer, Roaming Service etc the Overall Rating
of AIRCEL is good.
Graph 1.13
Overall Rating
4
29
15
2 00
10
20
30
40
50
Excellent Good Fair Poor VeryPoor
N o .
o f R e s p o n
d e n
t s
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Table 1.14
Profile of Respondents Based on Tariffs.
PARAMETERSNO. OF
RESPONDENTS PERCENTAGE
Excellent 12 24
Good 27 54
Fair 8 16
Poor 3 6
Very Poor 0 0
Total 50 100
SOURCE: PRIMARY DATA
The weights are assigned to the parameters in order to calculate the overall average
rating of all the respondents as follows
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PARAMETERS Weight
Excellent 5
Good 4
Fair 3
Poor 2
Very Poor 1
PARAMETERSNO. OF
RESPONDENTS
Excellent 12*5=60Good 27*4=108
Fair 8*3=24
Poor 3*2=6
Very Poor 0*1=0
Total 198
=Sum of [frequency X Weight] / sample size
= 198 / 50
= 3.96
Inference:
54% of the respondents rate Good.
24% of the respondents rate Excellent.
16% of the respondents rate Fair.
6% of the respondents rate Poor.
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On average it is 3.96 which is good.
Interpretation:
The pricing strategies of AIRCEL were far more effective compared to the
competitors as it offered low tariffs. Hence more than 50% of the respondents rate
the service as Good.
Graph 1.14
Rating Based on Tariffs
12
27
83
005
101520253035404550
Excellent Good Fair Poor Very Poor
N o .
o f R e s p o n
d e n
t s
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5. SUMMARY
5.1 FINDINGS
Generally most of the subscribers are students and teenagers.
Majority of the subscribers recalled the brand they used.
Brand switching was not on a large scale.
The tariffs plans, promotion of the company and influence of the social
circle had a huge impact over the subscribers. Most of them opted for
AIRCEL because it was cost effective.
The extensive promotion of AIRCEL has a huge impact over the
subscribers. The excellent ad feature by O & M where a boy is
followed by his dog created a sort of nostalgia among the subscribers. In
fact the ad feature also won award of Creative Advertiser of the year
2004.
Roaming service on prepaid cards was highly utilized.
Majority of the subscribers recharge well in advance the validity.
The service was utilized more during the day.
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On an average respondents spend around Rs 300-500 per month.
Most of them prefer AIRCEL when compared to its competitors is the
tariff aspects. They feel that the tariff AIRCEL is providing is really
economical. The network coverage of Aircel is not effective, as it provides the service
on 900 MHz, 1800 MHz, GPRS and EDGE.
Various Parameters
Tariffs
24% of the subscribers were extremely satisfied with the
tariffs.
54% of the subscribers were satisfied with the tariffs.
16% of the subscribers were not fully satisfied with the
tariffs.
6% of the subscribers were dissatisfied with the tariffs.
Network
32% of the subscribers were satisfied with the network
coverage.
28% of the subscribers were fairly satisfied with the network
coverage.
16% of the subscribers were not satisfied with the network
coverage.
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14% of the subscribers were dissatisfied with the network
coverage.
10% of the subscribers were extremely satisfied with the
network coverage.
Customer Care
36% of the subscribers were satisfied with the customer care
service.
34% of the subscribers were fairly satisfied with the
customer care service.
14% of the subscribers were extremely satisfied with
customer care service.
14% of the subscribers were not satisfied with the customer
care service.
2% of the subscribers were extremely dissatisfied with the
customer care service.
Value Added Service
44% of the subscribers were satisfied with the value added
services.
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36% of the subscribers were fairly satisfied with the value
added services.
18% of the subscribers were extremely satisfied with the
value added services. 2% of the subscribers were not satisfied with the value
added services.
Availability of sim and recharge cards
50% of the subscribers were satisfied with the distribution
services.
36% of the subscribers were extremely satisfied with the
distribution services.
12% of the subscribers were fairly satisfied with the
distribution services.
2% of the subscribers were extremely dissatisfied with the
distribution services.
Roaming services
38% of the subscribers were extremely satisfied with the
roaming services.
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32% of the subscribers were satisfied with the roaming
services.
26% of the subscribers were fairly satisfied with the roaming
services. 2% of the subscribers were extremely dissatisfied with the
roaming services.
5.2 SUGGESTIONS
SUGGESTIONS TO AIRCEL TO IMPROVE ITS SERVICE
AIRCEL is providing a very good service to its customers and it is one of the best
service providers for telecommunication, it has to make use of its resources
optimally. In addition to implementing the suggestions given by various customers
AIRCEL should follow the following steps to maximize profits, by means of
customer satisfaction in a cost effective manner.
Respondents suggest that the over all service is not satisfactory and not
meeting the customer expectations or the satisfaction level. Network has been a key factor for customer dissatisfaction, majority of
the respondents suggested to increase the number of network towers,
widen the coverage area and reduce network congestion.
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The tariffs have to be consistent for quite some time in order to avoid the
confusion among the subscribers.
More accessible contact numbers for Customer care (increase number of
lines) and promote them in order to make the user aware of the facility. Provide subsidized rates for calling or messaging to one or few number
of our choice.
Providing free messaging.
Have Good plan, schemes, and packages in order to provide the customer
with a wide choice.
Keep the subscriber well informed about any deductions or any change in
the plan and provide value for what the customer is paying for.
5.3 CONCLUSION
Going mobile is the craze today!!
Now buying mobile is not a rich mans possession any more. The mobile industry
is on whopping high. With various technologies creeping in every day you always
are on a back seat to keep your self updated. With a major chunk of the users being
teenagers it makes the situation more dynamic and helps to create a niche market
in itself.
Looking at the industry trends in mobile segment, the growth is tremendous.Various cellular providers try to be innovative in providing value added services to
the subscribers. If the demand is rising in same pace then it is for sure that the
subscriber base of the mobile users will definitely exceed the limit of the land line
subscribers.
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This report helps in knowing the consumer behavior of the Aircel subscribers and
what perception customers have about the brand AIRCEL. With this report the
company can capture its loop holes or weaknesses and convert them in to theirstrengths and opportunities.
From the above study we come to a conclusion that in case of parameters of
selection, customer or the subscriber will first look at the network coverage, tariffs
and then other parameters. The Subscriber also expects the company to give in
detail information of the service they are availing.
BIBLIOGRAPHY
TEXT BOOKS
Principles of Marketing, Philip Kotler.
Marketing Management, A. J. Sherlekar,
PORTALS / WEBSITES
www.Aircel.co.in
www.orange.co.in www.vodafone.com
www.businessworldindia.com
www.timesofindia.com
www.indiainfoline.com
http://www.hutch.co.in/http://www.hutch.co.in/http://www.orange.co.in/http://www.orange.co.in/http://www.vodafone.com/http://www.vodafone.com/http://www.businessworldindia.com/http://www.businessworldindia.com/http://www.timesofindia.com/http://www.timesofindia.com/http://www.indiainfoline.com/http://www.indiainfoline.com/http://www.indiainfoline.com/http://www.timesofindia.com/http://www.businessworldindia.com/http://www.vodafone.com/http://www.orange.co.in/http://www.hutch.co.in/ -
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www.aitelworld.com
www.bsnl.com
www.relianceinfocom.com
BUSINESS JOURNALS
Business World JAN 31 ,2011-12, Aircel World
Business Today OCT 22 , 2010
NEWSPAPERS
Times Of India- 13 MAY 2012
Economic Times-21 APRIL 2012
Business Standard 1 MARCH 2012
http://www.aitelworld.com/http://www.aitelworld.com/http://www.bsnl.com/http://www.bsnl.com/http://www.relianceinfocom.com/http://www.relianceinfocom.com/http://www.relianceinfocom.com/http://www.bsnl.com/http://www.aitelworld.com/ -
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QUESTIONNAIRE
A Study of the Potential SUBSCRIBERS perception towards Aircel
PERSONAL INFORMATION
1. Name___________________________________________________
2. Address:_________________________________________________
_________________________________________________
3. Mobile: Yes ( ) No ( )
if yes ,Service Provider Name _______________________________
Mobile no.________________________________________________( If YES go to Q. No. 4 If NO go to Q. No. 5 )
4. Have you ever changed the mobile service provider
Yes ( ) No ( )
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If yes then the reason _________________________________________
5. Gender: Male ( ) Female ( )
6. Age Group
a) < 20 years ( ) b) 20-25 years ( ) c) 25-30 years ( )d) 30-35 years ( ) e) 35+ years ( )
7. Occupation
Student ( ) Salaried ( )
Business ( ) Others ___________________
AWARENESS & USAGE
8. What brand comes to your mind when you hear Mobile Service sector
Cellone ( ) Aircel ( ) RIM ( )
IDEA ( ) Airtel ( ) Vodafone ( )
Any other(s) ________________________________________________
9. Rank the mobile service providers in terms of their overall performance
Cellone ( ) Aircel ( ) RIM ( )
IDEA ( ) Airtel ( ) Vodafone ( )
( Denote 1 for Highest and 6 for Lowest rank )
10. What type of service do you intend use?Pre-paid ( ) Postpaid ( )
11. Which mobile service you would prefer to go in for
Cellone ( ) Aircel ( ) RIM ( )
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IDEA ( ) Airtel ( ) Vodafone ( )
Any other(s)________________________________________________
Why______________________________________________________
( If Aircel go to Q.No. 13 otherwise go to Q. No 15 )
12. Why do you choose AIRCEL (You can choose more than one.)
Promotion ( ) Special discount ( )
Friend/Familys influence ( ) Good service quality ( )
Attractive service plan ( ) Locations of services station ( )
14. How do your aircel based on traiffs ?
Excellent( ) good ( ) fair ( ) poor ( ) very poor ( )
13. Any further suggestion for improvement to your service provider?
_____________________________________________________________
_____________________________________________________________
_______________________________________________________
Customer Signature
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