Post on 03-Apr-2018
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GENERAL OVERVIEW
OF MOBILE SERVICEPROVIDERS IN INDIA
WITH SPECIAL EMPHASIS ON
BHARTI AIRTEL LIMITED
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STUDY ONE:GENERAL OVERVIEW OF
MOBILE SERVICE PROVIDERS
IN INDIA
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INDIA FACTS
Second most populous country in the worldafter China
Labor force: 532.5 million.
Administrative Divisions: 28 states and 7 unionterritories
Age structure: 0-14 years: 31.1%15-64 years: 63.6%
65 years and over: 5.3%
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ECONOMIC OVERVIEW
Growing 9.2% in 2007 and 9.6% in 2006
India has to compete hard in energy market
place with china
The Indian stock market fell more than 40%in six months from its January 2008 high
Government has ear-marked 23.8 trillionrupees , for infrastructure upgrades duringthe 11th five year plan
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KEY FACTS AND TELECOM DATA
Real interest rates will remain negative , butshould become positive in 2010-13
The economy should regain momentum,with real GDP growth averaging 7.6% per
year between 2010/11 and 2013/14
Mobile subscribers: 391 million
Annual net adds (mobile): 113.26 million
Projected cellular penetration: 500 millionby2010(40%)
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INDIAN TELECOMMUNICATION
INDUSTRY
Blended Average of ARPU: $5.51.
Prepaid connection comprise 85% of total subscriber
base (expected to increase to 90%); and over 95% ofnew additions.
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CONTINUED.
Indias current wireless operators fit into four
main categories:
State-owned operators: BSNL and MTNL
The original private service providers with anational presence: Bharati Airtel and Vodafone Essar
Those who took fourth-round licenses: RelianceCommunications, Tata Teleservices, IDEA Cellular, and AircelLtd
Greenfield operators: Datacom Solutions, Loop Telecom,Bycell Telecommunications, and Unitech.
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TELECOMMUNICATION MARKET
FORECAST
New technologiesImplementation willstimulate demand(3G)
Shorter Rollout time,key necessity.
The Entry of Newplayers andExpansion of Existingoperators.
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INFRASTRUCTURE FUTURE TRENDS
KEY PLAYERS
RELIANCECOMMUNICATIONS
Founded: 2004.
Headquarters: Mumbai.
66.77 per cent of the company
owned by Anil Dhirubhai Ambani. Revenue: $4 billion.
Employees: 33,000.
Technology: CDMA-One, GSM.
Subscribers: 74 million.
Licensed in all India circles.
VODAFONEESSAR
Founded in 1994 as HutchisonEssar.
Headquarters: Mumbai.
Owned by Vodafone 52%,Essar Group, 33% and otherIndian nationals, 15%.
Technology: GSM, Edge.
Subscribers: 69 million.
Licensed in all India circles.
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CONTINUED
IDEA-CELLULAR
Founded in 1995.
Headquarters: Indore,Delhi, Pune.
Owned by Currently, BirlaGroup holds 49.1%.
Technology: GSM,GPRS, Edge.
Subscribers: 44 million.
Licensed in 19 circles.
TATA-TELESERVICES
Founded in 2000.
Tata Group and group firmsown about 80 percent of thecompany, while investor C.
Sivasankaran holds 8 percent Headquarters: Mumbai
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CONTINUED
AIRTEL Founded in 1985.
Globally, Bharti , Airtel isthe 3rd largest in-country
mobile operator bysubscriber base, behindChina Mobile and ChinaUnicom.
Revenue $6 billion.
Headquarters: New-Delhi.
Airtel is fully owned byBharti group.
Subscribers: 97 million.
Technology: GSM, Edge.
Licensed in all 23 serviceareas circles.
BSNL Founded in 2000.
BSNL is India's oldest andlargest Communication
Service Provider. Headquarters: New-Delhi.
Owned by the governmentof India.
Subscribers: 47 million.
Technology: GSM, GPRS,Edge, HSDPA.
Licensed in all circlesexcept Delhi and Mumbai
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STUDY TWO:MARKETING STRATEGY
ANALYSIS OF BHARTI AIRTEL
LIMITED.
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OBJECTIVES OF THE STUDY
Analyze the sales progress of Airtel
To Analyze the Marketing Strategy of Airtel
To find out new opportunities for Airtel
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SALES ANALYSIS
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SWOT ANALYSIS
STRENGTHS
Bharti Airtel has more than 65 million customers (July 2008). Business has access to knowledge and technology from
other parts of the telecommunications world. Company has covered the entire Indian nation with its
network.
WEAKNESS
The start-up business had to outsource to industry experts in the
field. Until recently Airtel did not own its own towers.
Airtel has not pulled off a deal with South Africa's MTN couldsignal the lack of any real emerging market investmentopportunity.
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CONTINUED.
OPPORTUNITIES
The tie-up with Google can only enhance the Airtel brand, and alsoprovides advertising opportunities in Indian for Google.
Global telecommunications and new technology brands see Airtel asa key strategic player in the Indian market.
The company is investing in its operation in 120,000 to 160,000
small villages every year.THREATS
Airtel and Vodafone seem to be having an on/off relationship .
The quickly changing pace of the global telecommunicationsindustry could tempt Airtel to go along the acquisition trail which maymake it vulnerable if the world goes into recession.
Bharti Airtel could also be the target for the takeover vision of otherglobal telecommunications players.
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ANALYSIS CONTINUED
BCG MATRIX
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ANALYSIS CONTINUED
ANSOFF MATRIX
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CONTINUED..
MARKET SHARE-
Airtel has the highest market share among all themarket players
PRODUCT QUALITY- August 7, 2008: Bharti Airtel adjudged the 'Best
Cellular Service Provider' and 'Best Broadband ServiceProvider' at the 2008 V&D 100 Awards.
May 26, 2008:Airtel was honoured with the prestigious'Wireless Service Provider of the Year' award at the2008 Frost & Sullivan Asia Pacific ICT Awards.
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CONTINUED
PRODUCT LIFE CYCLE- The overall tele-density has increased to 31.5% in
October 2008.Market has huge potential forpenetration.
CUSTOMER LOYALITY- June 11, 2008:Airtel voted the 2nd Most Trusted
Service Brand in the Annual Economic Times-Brand Equity; Most Trusted Brands survey RCOMis slightly better in application of funds.
Airtel wins the Platinum Trusted Brand Award inthe Mobile Service provider category in theReader's Digest Asia Trusted Brands Survey.
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RECOMMENDATIONS
Maximize its future flexibility and growth potentialby adopting a business-driven framework
Focus on developing new services
Improved cross-selling and targeting Optimization of business processes and
infrastructure
Outsourcing of technology
Flexible pricing model Better network
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STUDY THREE:
CUSTOMER SATISFACTION
ON MOBILE POSTPAIDCONNECTION
ATBHARTI AIRTEL LIMITED(DELHI-NCR REGION).
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TEN BASIC RULES FOR CUSTOMERSATISFACTION
Involve top management.
Know the customers.
Let the customers define what attributes are important.
Know the customers requirements, expectations, and
wants.
Know the relative importance of customer decisioncriteria.
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CONTD
Gather and trust data.
Benchmark the data against competitors, andidentify competitive strengths and weaknesses.
Develop cross-functional action plans that enhancestrengths and correct weaknesses.
Measure performance continually and spread thedata throughout the organization.
Be committed to getting better and better andbetter.
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OBJECTIVES OF THE STUDY
Creating an awareness to Airtel postpaid customersabout the facilities in postpaid connections.
Analyzing the problem faced by postpaid customers.
Collecting the data bases of different age group ofcustomers interested in different types of toppings offer.
Motivating the customers to take postpaid connections.
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CONTD
Analyzing which postpaid plan is more used by
customers.
Analyzing which type of topping is more used by
customers.
Analyzing the satisfaction level of customer towards
postpaid connection.
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LIMITATIONS
Method of data collection was through personalinterview and therefore bias becomes a major limitation.
Due to the time constraints all the customers were notcovered.
The sample was restricted to 200 customers, which mayrestrict the scope and completion of study.
The scope of study is restricted only to the Delhi-NCRRegion only.
Owing to their pre occupation some customers wereunable to answer the complete questionnaire.
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RESEARCH METHODOLOGY
MARKETING RESEARCH
Objectivity in research is all- important
IT IS USED FOR:
Planning of future marketing activity. Control of marketing operations in the present.
Evaluation of marketing results
THREE TYPES OF RESEARCH:
Basic research
Applied research
Designated fact gathering
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STEPS IN MARKETING RESEARCH
Define the problem and research objectives,Develop the research plan, collect the information,analysis and interpretations,and present thefindings
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DATA ANALYSIS AND INTERPRETTION
MODE OF PAYMENT
0
20
40
60
80
100
120
Cash Credit card Cheque Internet Banking
NO OF CUSTOMERS
CUSTOMER'S PROBLEM TOWARDS POSTPAID
CONNECTION
0
20
40
60
80
100
120
140
Bill Payment Never Get bill
on time
Wrongly
Charged
Never Get bill
NO OF CUSTOMERS
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CONTINUED
OVERALL SATISFACTION
Excellent
27%
Good
55%
Average
15%
Unsatisfied
3%
CONSISTENSY LEVEL OF CUSTOMERS
Less than 6
Months
6% 6 months to 1
year
13%
1 to 2 years
37%
More than 2
years
44%
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CONTINUED
Tag Line Preference
Airtel
31%
BSNL
12%Idea
25%
Reliance
13%
Tata
19%
Airtel
BSNL
Idea
RelianceTata
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FINDINGS
Customers are satisfied with various plans.
It was observed that most of the customers expressed theirunhappiness over billing services. Either they were wronglycharged or they never received bills on time.
Senior citizens are very particular about rentals. Through the survey, we came to know that most of the
customers are satisfied with our plans and toppings.
Through the survey we observed that most of thecustomers are using STD pack.
We observed that most of the customers are usingCelebration-298 plan.
We observed that most of the customers like Airteladvertisement and punch-line.
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RECOMMENDATIONS
To ensure better customer satisfaction & maintainhigher level of
Customer relationship management, the billingdepartment has to be more effective & efficient.
To retain existing customers means offering thebest scheme. This would automatically attract newcustomers. Airtel need not spend more than itsexisting investments on advertisement to attractnew customers.
Airtel should continue to offer the best toppings tostay at the top.
There should be no compromise in quality and thenetwork facility.