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  • 8/8/2019 Piyush Research Project







    {For the partial fulfillment of MBA program}

    BATCH: 1 FULL TIME(2009-2011)


    SR. LECTURER. Vandana VermaPiyush JainDeepak Gupta

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    When emotions are profound, words sometimes are not sufficient to expressour thanks and gratitude. With these words, I am trying to express myextreme gratitude and sincere thanks to sr. lecturer vandana verma myguide who have helped and provided the very much enthusiasm andconsistent encouragement required for the completion of my project.I gratefully acknowledge and thanks to ,The Director of CIET ,JalvehraPunjab, for their consistent appraisal and inspiration tomove ahead.The successful completion of my research is the blessing of my teachers,parents and sincere advice of my friends.

    Piyush jainDeepak gupta

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    S.No. Topic

    1. Preface

    2. Introduction

    3. Need and Importance of the study

    4. Objective of the study

    5. Executive summary

    6. About the Telecom Industry

    7. Research Methodology

    1. Data source

    2. Research Approach

    3. Sampling Plan

    4. Contact method

    8. Analysis and Interpretation

    9. Conclusion

    10. Recommendation

    11. Limitation


    1. Bibliography

    2. Questionnaires

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    This Research Project is undertaken for the partial fulfillment of MBA coursefrom Continental Institute Of Engineering & Technology (Batch I 2009-2011).The project being Comparative analysis of telecom service provider

    in Chandigarh required use of lot of primary data which was collectedthrough Questionnaires and personal interaction with the professionals. Theconcentration of efforts has been entirely on aspects of customersperception as well as expectations.Customer satisfaction is an internal state of being or an internal conditionthat activates ones behavior, giving it direction. It has also been defined asa desire or need which directs and energizes behavior that is orientedtowards a goal.The basic aim of this project is to do Comparative analysis of telecomservices in Chandigarh. This project has given me a chance to experience the corporate culture.

    There is a feeling of victory in me after completing my project successfully.This project work is of great importance to me because of many reasons.Firstly, it gave me an opportunity to face the corporate world and learn lotmany things. This project work has also developed a lot of confidence in me.The Research Report has been organized into ten parts. First part deals withthe introduction about the project. Then second part deals with the need andimportance of the project . Third part deals with the objectives of the projectwork. Then fourth part includes the executive summary, which is an abstractof the entire report. Fifth part describes the major giants of telecom inIndia.The sixth part describes the research methodology. Seventh part dealswith analysis and interpretation. Eigth part deals with conclusion and ninth

    part includes recommendation. Lastly the tenth part lists the limitations ofthe project. At the end are the appendix which includes references,questionnaire and the research paper. The project has been presented insuch a manner that it is easy to read and understand. Several diagrams,flowcharts, tables, pictures are used to explain the content more easily andto make the project lively.

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    Need of the study

    Exchange of information becomes the necessity of life to a common man. Inthe modern world an individual tends to communicate anything toeverything right from the place where he/she stands. Even while riding avehicle he / she wants to communicate within a fraction of second at quickspeed with clear voice, without any disturbance like line crossing, out oforder, etc ; most of which lack in the connectivity given by the department oftelecommunication. Cellular service providers emerge as a boon quenchsuch a thirst, thus by providing facilities, which a common man cannot

    imagine. Though the telecom industry has its origin in the recent past andthe growth has been excellent.

    Day by day many new competitors enter the market with newattractive schemes, provide additional facilities, add new features toexisting ones, reduce the charges of incoming and outgoing calls,introduce varieties of handsets, models a healthy competition thatbenefits the subscribers. Hence in this context, it is important to studythe various attributes or factors which shape the consumers mindduring taking or switching over to new mobile connections.

    In terms of value- addition to the organization, this study will definitelyhelp the Company to grow in future. As, we all are aware of the factthat a fierce competition is going on, in order to stay alive in the marketplace. In this situation, one competitor tries to penetrat through the loopholes of the other competitor.

    This project will visualize all sorts of loop holes which the Tata Indicompossesses right now and will also give a complete insight to all types of

    problems such as, whether the products & services are competentenough to fight back their competitors products & services or not.

    Scope of this study

    The present study is contained to Kanpur and it is decided to consider Airtel, Tata Indicom, Vodafone and other cell phone service rendered to the

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    customers. In kanpur there are seven cellular services available - Airtel,Aircel TataIndicom, BSNL, Vodafone, Idea and Reliance Comm.Themain objectives of this study is to analyse the customer satisfaction andproblem regarding billing, network, problems at franchise. Analyzing thecompetition in the market.

    Kanpur city has been taken for the current research work.


    Each research to start needs an objective that implies, as to why a particularresearch is being conducted and what is its aim?

    Similarly our research also has following objectives:

    The primary objective of the study is to Draw a comparison among thetelecom players in the market and to understand the growth pattern ofMobile segment.

    Some other objectives of the study are as follows :-

    Research and analysis of the current customer base.

    To analyse the customer satisfaction and problem regarding billing,network, problems at franchise.

    Analyzing the competition in the market comparative analysis of

    different plans of other operator.

    To offer valuable suggestions to improve the customer base .

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    Business DescriptionProvides mobile, broadband & telephone (fixed line) and enterprise services(carriers& services to corporates)


    In 2010 Airtel will be the most admired brand in India: Loved by more customers Targeted by top talent

    Benchmarked by more business First private telecommunications company to launch long distance services.

    The company is a part of Bharti Enterprises, and is India's leading provider oftelecommunications services. The businesses at Bharti Airtel have beenstructured into three individual strategic business units (SBUs) Mobile services, Broadband & telephone services (B&T) & Enterprise services.

    The mobile services group provides GSM mobile services across India in 23

    telecom circles, while the B&T business group provides broadband &telephone services in 90 cities. The Enterprise services group has twosubunits- carriers (long distance services) and services to corporate. Allthese services are provided under the Airtel brand.

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    Service Areas:Delhi (Metro),Mumbai (Metro),Kolkata (Metro),Chennai(Metro), AndhraPradesh, Assam,

    Bihar, Gujarat,Haryana, HimachalPradesh, Jammu &Kashmir, Kerala,Karnataka, MadhyaPradesh,Maharashtra, NorthEast, Orissa, Punjab,Rajasthan, TamilNadu, UttarPradesh (E), Uttar

    Pradesh (W), WestBengal.


    Name Bharti Airtel Limited.


    Provides GSM mobile services in all the 22 telecom circles in India, andwas the first private operator to have an all India presence.Provides telemedia services (fixed line and broadband services throughDSL) in 95 cities in India.

    Established July 07, 1995, as a Public Limited Company


    Rs. 369,615 million (year ended March 31, 2009-Audited)Rs. 270,250 million (year ended March 31, 2008 - Audited)

    As per US GAAP Accounts


    Rs. 151,678 million (year ended March 31, 2009 - Audited)Rs. 113,715 million (year ended March 31, 2008 - Audited)

    As per US GAAP Accounts

    Shares in Issue 3,796,951,980 as at Dec 31, 2009

    Listings The Stock Exchange, Mumbai (BSE)The National Stock Exchange of India Limited (NSE)


    Stock Quote: BSE:INR298.25

    Customer Base 118,864,031 GSM mobile and 2,988,545 Telemedia Customers (status ason Dec 31, 2009)


    Provides GSM mobile services in all the 22 telecom circles in India, andwas the first private operator to have an all India presence.

    Provides telemedia services (fixed line) in 95 cities in India.

    Registered Office Bharti Airtel Limited

    (A Bharti Enterprise)

    Bharti Crescent, 1 Nelson Mandela Road, Vasant Kunj Phase II

    New Delhi - 110 070

    Tel. No.: +91 11 4666 6100

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    Sunil Bharti MittalChairman & Managing Director since October 2001Board director since: July 1995Age: 49 years

    Sunil Bharti Mittal is the Chairman and Managing Director of Bharti AirtelLimited (Bharti), Indias largest private integrated telecom player. Thecompany has nearly 20 million customers on its well-respected brandAIRTEL. Sunil was one of the first entrepreneurs to identify the mobiletelecom business as a major growth area and launched services in the city ofDelhi and the National Capital Region in the year 1995. Under his inspiringleadership the company grew organically and inorganically, covering theentire country by providing integrated telecom services.

    In his personal capacity, Sunil has received several awards such as

    Sunil Bharti Mittal was awarded the GSM Association Chairmans Award 2008. The highesthonour in global telecom sector, recognized his tremendous contribution to the development of

    Indias telecom sector.

    Sunil Bharti Mittal adjudged the Business Leader Transforming India, 2008 at theNDTVProfit Business Leadership Awards

    Best Carrier India for innovative products & services and efficient cost models and the Ovum

    Telco-Transformation award recognizing philosophy and execution of a successful

    outsourcing strategy at the Telecom Asia Awards 2008

    Best Telecom Company at the NDTV Profit Business Leadership Awards


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    The graph indicates low mobile penetration in India (5%) ascompared to developed countries like Australia (88%) andSingapore (92%) and low subscriber base. So there is a greatpotential in the market to be explored in India.


    This graph indicates the growth in the GSM and expected growthin 2007 showinga great potential of the customer to be exploited.

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    The graph indicates the awareness of data services in India thatgives indication ofvery less knowledge about the M-banking and other activities andusage of theseservices as compared to SMS which is very low shown below.


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    The graph indicates the SMS volume growth and the expected


    IDEA Cellular Pvt. LTD.

    CEO: Mr. Vikram MehmiEmail: [email protected]: www.ideacellular.comService Area: Delhi (Metro), Andhra Pradesh, Gujarat, Haryana,Maharashtra, Kerala, Madhya Pradesh, Uttar Pradesh (W).

    About Idea

    IDEA Cellular has licenses to operate in 11 telecom circles in India. With acustomer base of over 6 million as on December 31, 2005, IDEA Cellular hasoperations in Delhi, Maharashtra, Goa, Gujarat, Andhra Pradesh, MadhyaPradesh, Chattisgarh, Uttaranchal, Haryana, UP- West and Kerala. IDEACellular's footprint currently covers approximately 45% of India's populationand over 50% of the potential telecom-market. With GPRS currently availableon all its' networks, for both pre and post paid customers, IDEA Cellular has

    commercially launched next generation EDGE technology for its Delhi circle.It has launched music messaging with 'Cellular Jockey', 'Global SMS' in over540 networks across all technology platforms, a voice portal with 'Say IDEA'.Among the tariff plans, IDEA Cellular offers customer friendly andcompetitive Pre Paid offerings, with 'Eco Talk', 'Flexi-charge', 'Super Power'and other segmented offerings. 'Lifetime Idea' is the first and only loyaltyprogram,for pre paid customers and Pay Easy which is bill payment throughthe effective use of the pre-paid channel, IDEA has also launched a completesuite of Mobile Email services.

    Reliance Telecom Limited

    CEO: Mr. S.P. Shukla

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    Email: [email protected] Telecom LimitedDhirubhai Ambani Knowledge City,Thane - Belapur Road, Navi Mumbai 406709


    Andhra Pradesh, Bihar & Jharkhand , Chennai, Delhi, Gujarat, Haryana,Himachal Pradesh, Karnataka, Kolkatta, Kerala, Madhya Pradesh,Maharashtra& Goa, Mumbai, Orissa, Punjab, Rajasthan,Tamilnadu, UttarPradesh (East), UttarPradesh (West), West Bengal / Sikkim ,Chandigarh,Pondicherry.


    Reliance Infocomm began laying its 60,000 route kilometres of pan-Indiafibre opticbackbone in 1999. The backbone was commissioned on December 28, 2002,Dhirubhais 70th birth anniversary, first since his sad demise on July 6, 2002.Present at over 240 locations in over 100 cities across the country, RelianceWeb World offers a wide array of services like Broadband Surfing, MultiplayerOnline Gaming, Video Conferencing, Digital Electronic News Gathering,Digital Services, eLearning, Virtual Office & more, besides offering Reliancephones, accessories and related services 80,000 kms of optic fiberbackbone. Wireless network covering over 2,400 cities/towns, to expand toover 5,700 cities AND 4,00,000 villages by December. 4,300 BaseTransceiver Stations (BTSs) across the country, to increase to around 8,500by December. Network with superior reliability. All this managed from ourstate-of-the-art national network operations centre in Mumbai.


    Bharat Sanchar Nigam Ltd. formed in October, 2000, is Worlds 7th largestTelecommunications Company providing comprehensive range of telecomservices in India: Wire line, CDMA mobile, GSM Mobile, Internet, Broadband,Carrier service, MPLS-VPN, VSAT, VolP services, IN Services etc. Within a

    span of five years it has become one of the largest public sector units inIndia. BSNL has installed Quality Telecom Network in the country and nowfocusing on improving it, expanding the network, introduces 3g new telecomservices with ICT applications in villages and wining customers confidence.Today, it has about 47.3 million line basic telephones.capacity, 4 million WLL capacity, 20.1 million GSM capacity, morethan 37382 fixed exchanges, 18000 BTS, 287 Satellite Stations, 480196 km of OFC Cable, 63730 km of Microwave Network

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    connecting 602 Districts, 7330 cities/towns and 5:5 Lakh villages.BSNL is the only service provider, making focused efforts and plannedinitiatives to bridge the Rural-Urban Digital Divide ICT sector. In fact there isno telecom operator in the country to beat its reach with its wide networkgiving services in every nook and corner of country and operates across

    India except Delhi and Mumbai. Whether it is inaccessible areas of Siachenglacier and North-eastern region of the country, BSNL serves its customerswith its bouquet of telecom services. BSNL is number one operator of India inall services in its license area. The company offers vide ranging and mosttransparent tariff schemes designed to suite every customer. BSNL cellularservice, Cellone, has more than 17.8 million cellular customers, garnering 24percent of all mobile users as its subscribers. That means that almost everyfourth mobile user in the country has a BSNL connection. In basic services,BSNL is miles ahead of its rivals, with 35.1 million basic phone subscribers,that is, 85 percent share of the subscriber base and 92 percent share inrevenue terms. BSNL has more than 2.5 million WLL subscribers and 2.4

    million internet customers who access internet through various modesnamely, Dial-Up, Leased Line, DIAS, Account Less Internet (CLI). BSNL hasbeen adjudged as the number one ISP in the country. BSNL has set up aworld class multi-gigabit, multi-protocol convergent IP Infrastructure thatprovides convergent services like voice, data and video through the sameBackbone and Broadband Access Network. At present there are 0.6 millionData One broadband customers. The company has vast experience inPlanning, Installation, network integrating and maintenance of switching andTransmission Networks and also has a world class ISO 9000 certified telecomtraining institute. Scaling new heights of success, the present turnover ofBSNL is more than Rs.351, 820 million (US $8 billion) with net profit to the

    tune of Rs.99, 390 million (US $2.26 billion) for last financial year. Theinfrastructure asset on telephone alone is worth about Rs.630, 000 million(US $14.37 billion). BSNL plans to expand its customer base from present 47million lines to 125 million lines by December 2007 and infrastructureinvestment plan to the tune of Rs.733 crores (US $16.67 million).

    Tata Teleservices

    Tata Teleservices is part of the INR Rs.120000 Crore (US$ 29 billion) TataGroup, that has over 87 companies, over 330,000 employees and more than2.8 million shareholders. With a committed investment of INR 36,000 Crore(US$ 7.5 billion) in Telecom (FY 2006), the group has a formidable presenceacross the telecom value chain.Starting with the major acquisition of Hughes Tele.com (India) Limited nowrenamed Tata Teleservices (Maharashtra) Limited] in December 2002 thecompany swung into an expansion mode. With the total investment ofRs.19,924 Crore, Tata Teleservices has created a pan India presence spreadacross 20 circles that includes Andhra Pradesh, Chennai, Gujarat, Karnataka,

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    Delhi, Maharashtra, Mumbai, Tamil Nadu, Orissa, Bihar, Rajasthan, Punjab,Haryana, Himachal Pradesh, Uttar Pradesh (E), Uttar Pradesh (W), Kerala,Kolkata, Madhya Pradesh and West Bengal. Tata Teleservices has a strong workforce of 6000. In addition, TTSL hascreated more than 20,000 jobs, which will include 10,000 indirect jobs

    through outsourcing of its manpower needs.Today, Tata Teleservices Limited along with Tata Teleservices (Maharashtra)Limited serves over 21 million customers in over 4000 towns. With anambitious rollout plan both within existing circles and across new circles,Tata Teleservices offers world-class technology and user-friendly services in20 circles.


    Vodafone, the worlds leading international mobile communicationscompany, has fully arrived in India brand will be lunched in India from 21stSeptember onwards. The popular and endearing brand, Hutch, will betransitioned to Vodafone across India. This marks a significant chapter in theevolutic brand change over the next few weeks will be unveiled nationallythrough a high profile campaign covering all important media.Vodafone, the worlds leading mobile telecommunication company,

    completed the acquisition of Hutchison Essar in May 2007. Asim Ghosh,managing director, Vodafone Essar, said We have had a great innings asHutch in India and today marks a new begin that created Hutch, but anacceleration into the future with Vodafones global expertise.. theVodafone mission is to be the communications leader in anincreasingly connected world enrichingcustomers lives, helping increased by delivering their totalcommunicationneeds.

    About Vodafone Essar Limited

    Vodafone Essar in India is a subsidiary of Vodafone Group plc andcommenced operations in 1994 when its predecessor Hutchison teleVodafone Essar now has operations in 16 circles covering 86% of Indiasmobile customer base, with over 34.1 million customers. Over the year,Vodafone Essar, under the hutch brand, has been named the MostRespected Telecom

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    Company, the Best Mobile sender effective advertiser of the year. Vodafoneis the worlds leading international mobile communications company.It now has operation network with over 200 million customers worldwide.Vodafone has partnered with the Essar Group as its principal joint venturepartner. The Essar Group is a diversified business corporation with interests

    spanning the manufacturing and service sectors like steel, energy,construction. The group has an asset base of over Rs.400 billion andemployerover 20,000 people.


    This section of the project emphasizes on the procedures used to accomplish

    the project. To accomplish the project some data have been collected and

    then the research has been carried out on that data. The details of the

    research methodology used are described below:-

    Data Source:- The data collected is basically of two types:-

    1. Primary data

    2. Secondary data

    Primary data:- Primary data means those raw data or data structures

    that are collected first hand and have not had any previous meaningfulinterpretation. It is the data originated by the researcher for the specific

    purpose of addressing the problem at hand.

    For my Research Project report, I have collected the primary data through

    survey method. The survey method was used to elicit information from

    respondents .

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    The structured data collection method is used in which a formal

    questionnaire is prepared and then the questions were asked in a predefined

    manner. In the questionnaire most questions are Fixed-alternative questions

    that require the respondent to select from a set a predetermined set of


    There are also a few subjective questions so as to get a deeper

    understanding about the respondents views and thoughts.

    Secondary Data:- The data that has already been collected for purposeother than the problem at hand is secondary data.

    The various secondary data sources which I have used for my Summer

    Internship Project are as follows:-

    External Sources: Among the external sources various publishedsources such as the guides and directories on telecom industry is usedextensively. Internet was also of great importance to me in providing a

    deeper understanding of the topic and also provided valuable information for

    the successful completion of the project.

    (ii) Research Approach

    A research approach lays the foundation for conducting the project. For my

    topic, EXPLORATORY RESEARCH approach would have been the best

    suitable option. Hence i have used exploratory research design. Exploratory

    research design is used to provision of insights into and comprehension of

    the problem situation confronting the researcher.

    Exploratory research is used for the following purpose:

    Formulate a problem or define a problem more precisely.

    Identify alternative courses of action.

    Develop hypothesis.

    Isolate key variables and relationships for further examination.

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    Gain insights for developing an approach to the problem.

    Establish priorities for further research.

    Exploratory research has been used for the following reasons-

    The problem needed to be defining more precisely.

    Identify relevant courses of action.

    Or gain additional insights before an approach can be developed.

    The sample size is small.

    Qualitative research has been conducted.

    (iii) Sampling Plan

    The objective of most marketing research project is to obtain information about the

    characteristics or parameters of a population, same holds true for my project in which I have toobtain information from the user of different cellular services. Thus, a sampling plan has been

    made.A sample is a subgroup of the population selected for participation in thestudy.The sampling design process involved the following steps which are shownbelow:-

    1. Target Population: -The target population is the collection ofelements or elements or objects that possess the information soughtby the researcher and about which inferences are to be made. The

    target population for my project is defined as follows-

    a) Sampling Units: User of different cellular services

    b) Extent : Chandigarh.

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    c) Time: 2010.

    2. Sampling Frame: -

    A sampling frame is a representation of the elements of the targetpopulation. It consists of a list or set of directions for identifying thetarget population.

    The sampling frame used is the user of different cellular services inchandigarh.

    3. Sampling Technique: - The sampling technique used is non-

    probability sampling. In nonprobability sampling Judgmentalsampling has been used.

    4. Sample size:- Small sample size has been used because of timeconstraint. Sample size used is 50.


    Survey method is used for obtaining information based on the

    questioning of respondents. The respondents were contacted mainlythrough following methods:-

    a) Personal Interviewing:- The respondents were personally

    interviewed at their offices. Prior appointments were taken and then

    the visits were made to their offices.

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    b) Mail Methods:- e-mail surveys were also conducted in order to

    contact distant clients.

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    Market Share of Telecom Companies

    As per the survey the market share of telecomm companies are like-Airtel- 32% , Idea 34% , Rim 16% , BSNL- 14% , Tata Indicom -2% ,Vodaphone 2%


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    Bharti is the market leader with 27.91% and others BSNL 24.44%,Vodafone 19.51%This gives a clear scenario of Bharti is the market leader.

    Question- 2


    Our analysis of companies shows more postpaid than prepaid reverse of theactual figure. This was because of the sample we have chosen was different.

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    The above chart shows that the people are using more prepaid connection ascompare to Postpaid connections. May be this is because people can usedifferent plans as per the budget and need.

    Question 3

    1) For what reasons you opted for the above plan

    a) Awareness of the Service provider b) Friends Recommended C) Retailer Influencedd) Advertisements Influenced e) Market share of the service provider

    f) Other reasons

    The Third question intends to find out the reason for the selection of the

    serviceprovider - in other words, the consumer behavior.


    Awareness of theService provider

    40.61% 42%

    Friends Recommended 21.88% 20%Retailer Influenced 6.25% 7%AdvertisementsInfluenced

    12.5% 15%

    Market share of theserviceprovider

    35% 40%

    Other reasons 15.63 % 12%

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    Almost 41 % of the Hutch customers and 42% of Air Tel customers wereaware of the service and so chose it. Other reasons given by the respondents

    varied from gifts by relatives company provided phone. These accounted for15.63 % of subscribers.

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    How satisfied are you with the cellular service brand you own. Please tick the

    appropriate option s given below.

    a) Very satisfied

    b) Satisfiedc) Neither satisfied Nor dissatisfied

    d) Dissatisfied

    e) Strongly dissatisfied

    Option Airtel Hutch

    Very Satisfied 9.37% 8.55%

    Satisfied 62.5% 60.71%Neither satisfied nordissatisfied

    28.13% 27.43%

    Dissatisfied - 3.31%

    Strongly dissatisfied - -

    In terms of satisfaction level, we have 9.37% of Air Tel customers who arevery satisfied compared to 8.55% of Hutch. The majority of the subscribers

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    are a satisfied lot with 62.5% of Air Tel and 60.71% of Hutch. In terms ofdissatisfaction, Air Tel fared better with no subscribers dissatisfied while3.31% of Hutch subscribers showed dissatisfaction which should beconsidered very seriously by Hutch.


    1) While purchasing your preferred brand of cellular connection what sort of features youlook forward in your cellular service brand?rate the factors on a scale of 1-4.

    a) Clarityb) Ease of connectivity

    b) Network

    c) Customer service

    d) Value added services

    Airtel Hutch

    Clarity 3.3 3.5

    Ease of connectivity 3.5 3.1

    Network 3.3 3.1

    Customer service 3.3 3.4

    Value added service 3.6 3.4

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    a) Low Clarity Sound 1 2 3 4 5 High ClaritySound

    b) Poor Connectivity GoodConnectivity

    c) Poor Network GoodNetwork

    d) Unfriendly Customer FriendlyService Customer Service

    e) Poor Value Added GoodValue Added Service


    AIRTEL/HUTCHThe semantic differential scale shows the differences in perceivedquality between the

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    service providers. Air Tel edges out Hutch in terms of connectivity,network and valueadded services. There is not much of difference in the ratings because therespondents mostly gave average ratings


    1) Did you experience any problem with your preferred cellular servicebrand?

    a) Yes b) NoIf yes please specify ______________________________________

    Airtel Vodafone

    Yes 22% 26%

    No 78% 74%

    The above result shows that the airtel users have some less problems as

    compare to Vodafone but its a minor difference. The result shows that the

    ratio of satisfied customer are of 3 times then dissatisfied customers which is

    a good indication of customer satisfaction.

    The users have told that their problems have been solved effectively in theproper manner and in short span of time. Thus the users are satisfied withthe customer services. They are getting the timely information about variousplans and schemes both in the case of Airtel and Vodafone. But in case ofactivation complaints Airtel ranked 4 due to the more activation complaintsin this area. In claim disbursement Airtel is also lacking behind as compared

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    to Idea and vodafone and Vodafone is considered to be no. 1 in claimdisbursement followed by Idea.


    Do you think that you are getting attractive and cheaper plans/Tariffs and cost from your

    current cellular services?

    a) Yes b) No

    If No then name the another one which according to you is the best ___________________

    Option Airtel Vodafone

    Yes 58% 65%

    No 42% 35%

    The graph indicates that people are getting satisfied plan but they think

    Airtel as somehow expensive than others in terms of different plans andteriffs thats why the satisfaction level is less as compare to Vodafone. They

    think Idea as best alternative because of cheaper plans.


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    2) Are you satisfied with the network coverage or signal strength of your existing cellular


    a) Yes b) No

    Option Airtel Vodafone

    Yes 72% 63%

    No 28% 37%

    The result indicate that Airtel is market leader in telecom sector. One of the

    reason behind it the network coverage and better connectivity than

    Vodafone and other telecom giants which is the strength of Airtel and

    justifies its position.

    Question 10

    How likely you are to recommend your preferred cellular service brand to your friends

    and relatives

    a) Very Likely ------------

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    b) Somewhat Likely ------------

    c) Somewhat Unlikely ------------

    d) Very Unlikely ------------

    Option Airtel Vodafone

    Very Likely 73.5% 71.75%

    Somewhat likely 23.37% 20.55%

    Somewhat unlikely 2.13% 5.4%

    Very Unlikely 1% 2.3%

    The result indicates that the users of Airtel and Vodafone are satisfied and

    can recommend their cellular services to their friends, relatives and family

    members but this percentage is high ih the case of Airtel.

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    Air TelA majority of the respondents said that the advertisements of Air Tel came totheir mind when they thought of Air Tel. The print and media advertisements- Touch Tomorrow and God Life, were recalled. Interestingly, somerespondents could quote the exact word used in the TV advertisements -sawaal life ka ho, ya lifeline ka and Its a girl ! - Bharti /Air Tel. Another

    common response was that Air Tel is a good service provider, if not the best.Some just thought of it as their mobile phone company. The other responseswere service provider that helps connect people, technically advancedcompany, good coverage, power to connect people, making communicationeasy, user friendly, etc. One respondent even said Mr. Sunil Mittal(Chief of Bharti Enterprises) comes to his mind. Overall, Air Tel comes acrossas acompetent and exciting brand.

    VodafoneVodafone is a big competitor of Bharti Airtel and a big giant of telecom

    sector in India.Vodafone has occupied a different place in the mind of consumer due totheir great advertisements of ZOOZOOS. These zoozooes are communicatingthe messages in a very decent manner and promoting the brand in a veryspecified manner. The innovative plans, better network coverage, good valueadded services, high customer centric approach like ready to help justify itsposition.

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    Comparing Vodafone and Airtel on the Brand Equity Ten can conclude thisstudy.

    1.Price PremiumVodafone cell-phone service providers in terms of satisfied and loyal

    customers are willing to pay a price premium, while Air Tel leads with loyalbut dissatisfied customers.

    2.Satisfaction / LoyaltyIn terms of satisfaction, Air Tel leads with both very satisfied as well assatisfied customers. Dissatisfaction level is low.

    3. Perceived QualityHere again, Air Tel edges out vodafone in terms of connectivity, network andvalue addedservices. Vodafone leads in terms of clarity of sound and customer service.

    4. Leadership and PopularityThe results showed that majority of respondents chose Air Tel as thecompany with larger subscriber base compared to Vodafone Cell-phone. Thisreflected the number one syndrome where the leader must have merit.

    5. Perceived ValueThe consistent responses by Vodafone Cellphone users perceive it as avalue-for-moneyservice. Air Tel is perceived to be expensive by its customers.

    6. Brand Personality:The brand personality of Air Tel comes across as an exciting and competentbrand. Its vibrancy appeals to the customers who relate to the advertisingmessages.

    7. Organizational AssociationAir Tels corporate brand is more visible than Vodafone. More respondentsrecognized thecaption of Air Tel - Touch Tomorrow.

    8. Brand AwarenessBrand awareness of the respondents was high with most being aware of bothAir Teland Vodafone. So the spoils are even for both the operators here.

    9 . Market Prices and Distribution CoverageThe market prices of the cellular service given by Air Tel and Vodafone arevery similar.

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    The difference if any is very marginal and is not considered. Also thedistribution coverage is properly established. Therefore, there is not much tochoose between the two operators and the spoils are even. Comparing theoverall findings we see that Air Tel leads in five brand equitymeasures

    1.Satisfaction/loyalty2. Perceived quality3. Leadership & popularity4. Organizational associations5.Market share.

    The other three measures

    1. Brand personality

    2. Brand awareness

    3. Market price and distribution coverage have been shared by both Airteland Vodafone.

    Network of Airtel is better than any other telecom services.

    New schemes are not properly being conveyed to the retailers, so they

    are facing problem of no responses to customer queries.

    Customer diversification from Airtel is increasing in regular basis dueto increase in delay of retailer incentive.

    Board and advertisements are required in many shops. It is beenobserved that many shops dont even have normal banner of Airtel intheir shop in spite of demanding of long.

    Schemes in Airtel and tariff plans are expensive than othertelecom services.

    Lot of technical problems are complained here due to that retailers

    Dissatisfaction is increasing, also immediate services are notprovided by the department of Airtel.

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    To conclude, the Brand Equity of Air Tel is higher than Vodafone,

    though marginally.


    1. Airtel should focus more on promotion and advertising part as areaswhich are surveyed have very less awareness about the schemes andall. Working of sales department should be more flexible ascomplaints regarding incentives and claims are being observed.

    2. Major threat from Vodafone and Idea are seen as Vodafone is

    providing with quick sales facilities, excellent communication networkand high promotion whereas Idea is giving very economical schemesand connectivity. So, to decrease customer diversification and tomaintain the brand name of the company better communicationnetwork should be established between sales management and theretailers by attending their complaints properly, giving timely andverified incentives, increase in manpower, taking regular feedback.

    3. By mismanagement on behalf of the distributor side also manyretailers grievances are increasing, complete check on workings ondistributors should be done.

    4. Majority of STD/PCO shops showed interest in having Airtel andVodafone connection. So priority should be given to them, all theirneeds and demands should be thoroughly taken into consideration.

    5. Better schemes for dealers/ retailers so that they can be able todevelop self interest and they could try their level best to make moreand more sale which would lead benefit to dealers and company aswell.

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    6. Brochures and catalogues should be made available. Websites must bepromoted among the customer for their regular use.

    7. More claim margins: the dealers have this issue that working in a smallmargins is not acceptable to them i.e. just 2.47% margin is not much itshould be increased so that the dealers also be able to make somemore profits.

    8. Companies should make up the bill distribution network strong enoughto match up the customer requirement.

    a. Company may use courier services for distribution of bills.

    b. Company may also use the newspaper distributor.

    c. Scheme and plans provided by the company should be attractiveenough to have the kind attention of the customers and strong enoughto meet the competitive environment.

    9. Customer must be given chance to plan product for the company.

    10. There must be uniformity in the information provided to the customerby customer care executive at franchise and customer care executiveonline to avoid communication gap.

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    Every research work suffers from some limitations, similarly this research

    also has some limitations. The limitations of the research project are as


    Time constraint:- The biggest constraint was time. Because of

    limited time the research could not be carried out thoroughly. The

    research could have been better carried out with the help of a larger

    sample size, covering more geographical areas, and with a detailed


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    The researh carried out is only exploratory in nature further thisresearch can be carried out through a descriptive or causal research.

    Many other factors are responsible for the business development of a

    company apart from the customer satisfaction or the internal

    management of the company, these other factors is not taken into


    The research has been limited to chandigarh only. It would give better

    results if it would be carried out on all factories of Uflex cylinders.

    The findings of the research are qualitative in nature, it would be

    better if the same could be quantified.

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    1. Marketing Management( 10th edition)- By Philip Kotler

    Prentice Hall India (PHI)


    2. Marketing Research(5th edition)- By Naresh K. Malhotra

    Prentice Hall India (PHI)


    3. Business Statistics - By Ken Black


    1. www.google/trai/lifetimevalue/in.com

    2. www.trai.com .

    3. www.brandannalysis.com

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    4. http://www.domain-b.com/industry/telecom/index.html .

    5. www.marketresearch.com

    6. www.economywatch.com/telecom-sector/india.html

    7. www.scribd.com


    Dear Sir/Madam,

    I am conducting a survey on my research project comparative analysis of telecom services

    in chandigarh. Kindly spare some of your valuable time to go through the questionnaire &

    give your view on this topic.

    1) Please name the cellular service/connection you are currently using.

    a) Airtel b) Tata Indicom c) Vodafone d) B.S.N.Le) Reliance Comm. f) Aircel g) Idea

    2) What is your preference?

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    a) Post-paid b) Pre-paid

    3) For what reasons you opted for the above plan

    a) Awareness of the Service provider b)Friends Recommended C) Retailer Influenced

    d) Advertisements Influenced e) Market share of the service providerf) Other reasons

    4) How satisfied are you with the cellular service brand you own. Please tick the appropriateoption s given below.

    a) Very satisfied

    b) Satisfiedc) Neither satisfied Nor dissatisfied

    d) Dissatisfied e) very dissatisfied

    5) While purchasing your preferred brand of cellular connection what sort of features you

    look forward in your cellular service brand?rate the factors on a scale of 1-4.

    a) Clarityb) Ease of connectivity

    b) Network

    c) Customer service

    d) Value added services

    6) Did you experience any problem with your preferred cellular servicebrand?

    a) Yes b) No

    If yes please specify ______________________________________

    7) If yes was the problem effectively taken care off immediately?

    a) Yes b) No

    8) Do you think that you are getting attractive and cheaper plans/Tariffs and cost from your

    current cellular services?

    b) Yes b) No

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    If No then name the another one which according to you is the best ________________

    9) Are you satisfied with the network coverage or signal strength of your existing cellular


    b) Yes b) No

    10) Did you switched over to any other network .if please specify the number of times.

    a) 1 b) 2 c) 3 d) 4 e) more than 4

    Please specify the name ___________________________________

    11) How likely you are to recommend your preferred cellular service brand to your friends andrelatives

    a) Very Likely ------------

    b) Somewhat Likely ------------

    c) Somewhat Unlikely ------------

    d) Very Unlikely ------------

    12) What according to you has the most attractive promotional tools ( advertising,public relations etc).Please specify the name.

    13) As per your opinion how can you improve the existing brand you are using? Any

    recommendation for your current cellular service.




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    Personal Detail

    1) Name :__________________________2) Age : __________________________

    3) Gender : __________________________

    4) Contact No. : __________________________

    5) Occupation : __________________________

    6) Income group

    Monthly Income

    i) Below 5000 ________

    ii) Between 5000-10000 ________iii) Between 10000-15000 ________iv) Between 15000-20000 ________

    v) Above 20000 ________

    Thanking you for your support.

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