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A

Major Research

Report

On

BRAND POSITIONING IN 3G COMMUNICATIONS

BY DIFFERENT MARKET PLAYERS SUCH AS AIRTEL AND

BSNL

Submitted to DAVV IndoreSubmitted In Partial Fulfillment of the Requirement For

The Degree

MASTER OF BUSINESS ADMINISTRATION

4th

Semester

Submitted by,

Manoj Jain

(2010-11)

MAJOR RESEARCH PROJECT

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REPORT ON

BRAND POSITIONING IN 3G COMMUNICATIONS

BY DIFFERENT MARKET PLAYERS SUCH AS AIRTEL AND

BSNL

LAKSHMI NARAIN COLLEGE OF TECHNOLOGY

MANAGEMENT EDUCATION AND RESEARCH INDORE

AFFILIATED TO DAVV INDORE(2009-2011)

FACULTY GUIDE SUBMITTED BY

Ms CHANCHLA JAINMANOJ JAIN

DECLARATION

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I here declared that I MANOJ JAIN student of MBA 4th semester of LAKSHMI NARAIN

COLLEGE OF TECHNOLOGY MANAGEMENT EDUCATION AND RESEARCH

INDORE have undertaken the major research project work entitled BRAND POSITIONING

IN 3G COMMUNICATIONS BY DIFFERENT MARKET PLAYERS SUCH AS AIRTEL

ANDM BSNL is purely authentic and genuine project work. It is my original price of work

with exception of the guidance provided by the Ms. CHANCHALA JAIN.

MANOJ JAIN


MANAGEMENT EDUCATION AND RESEARCH

INDORE

ACKNOWLEDGEMENT

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With immense pleasure, I would like to present this major research project report on a market

research on TV Vs Print media advertising through weekly News papers, Magazines, Hoarding,

and Banners their Acceptability. It has been enriching experience for me to under go a major

research project at TV Vs Print media advertising, which not have possible with would out the

goodwill and support of the people around. As a student of LAKSHMI NARAIN COLLEGE

OF TECHNOLOGY MANAGEMENT AND EDUCATION RESEARCH INDORE, I

would like to express my sincere thanks to all those who helped me during my research report.

Words are insufficient to express my gratitude towards --------------- , the employee of

-------------------, I am very thankful to faculty guide MS. CHANCHLA JAIN, who helped me

at every step whenever n

MANOJ JAIN


MANAGEMENT EDUCATION AND RESEARCH

INDORE

PREFACE

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MBA program is well structured and integrated course of business studies. The main objective of

major research project in MBA 4th semester is to develop skill in student by supplement to the

theoretical study of business management in general. To make a major research project helps to

gain real life knowledge about the industrial environment and business practices. The MBA program provides student with a fundamental knowledge of business and organizational

functions and activities as well as an exposure to strategic thinking of management.

In every professional course, research project is an important factor. Professors give us

theoretical knowledge of various subjects in the college but we are practically exposed of such

subjects when we make research on in a practical way. It is only the research through which I

come to know that what an FII and stock market and how it perform in market place. I can learn

about various institutional and companies operations being performed in the industry, whichwould, in return, help me in the future when I will enter the practical field.

During this whole MRP I got of experience and came to know about the management practice in

real that how it differs from those of theoretical knowledge and the practically in the real life.

In Todays globalize world, where cutthroat competition is prevailing in the market, theoretical

knowledge is not sufficient. Beside this one need to have practical knowledge, which would help

an individual in his/her carrier activities and it is true that

Experience is the best teacher

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PROJECT REPORT CONTAINTS

Chapter 1:- Introduction & Objective

Chapter 2:- Company profile

Chapter 3:- Literature review

Chapter 4:- Research methodology

Chapter 5:- Tool and Techniques

Chapter 6:- Data Analysis and Interpretation

Chapter 7:- Operational and Practical Problems

Chapter 8:- Practical Suggestions

Chapter 9:- Future Prospects

Chapter 10:- Conclusions

Appendix

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INTRODUCTION

Brand comprises many elements these includes its name, trademark, colors,

package configuration. Brands serve their owners by allowing them to get customer recognition

and loyalty toward their offerings. Brand is a trust. Consumer selects a brand because it

communicates a perceived value. There are some important examples of good brand Procter and

gamble, Kraft, Heinz, coca-cola, kodek etc.

Positioning

In order to gain market share and attract new customers, a business needs to be distinctive in the

marketplace. It needs customers to think about its products in a particular way. This helps them

distinguish its products from those of competitors. A business seeks to combine all the positive

characteristics and attributes of its products in a single brand image and message. This gives the

brand a unique place in the minds of consumers and is known as positioning a brand.

Example

In the past, Hi-Tec shoes were only associated with sport. However, today its shoes are promoted

as an outdoor brand associated with a leisure lifestyle. More than 500 styles are available

throughout the world. Hi-Tec develops attractive and comfortable shoes which are lightweight

and high quality. They are sold in the mid-price market segment. Founded in 1974, Hi-Tec

Sports is a privately owned British company. Its products are sold in over 100 countries

worldwide. It is the global number two outdoor brand in terms of sales value.

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Brand positioning

Brand positioning is a medium through which an organization can portray its customers what it

wants to achieve for them and what it wants to mean to them. Brand positioning forms

customers views and opinions.

Brand Positioning can be defined as an activity of creating a brand offer in such a manner that it

occupies a distinctive place and value in the target customers mind. For instance - Kotak

Mahindra positions itself in the customers mind as one entity- Kotak- which can provide

customized and one-stop solution for all their financial services needs. It has an unaided top of

mind recall. It intends to stay with the proposition of Think Investments, Think Kotak. The

positioning you choose for your brand will be influenced by the competitive stance you want to

adopt.

Brand Positioning involves identifying and determining points of similarity and difference to

ascertain the right brand identity and to create a proper brand image. Brand Positioning is the key

of marketing strategy. A strong brand positioning directs marketing strategy by explaining the

brand details, the uniqueness of brand and its similarity with the competitive brands, as well as

the reasons for buying and using that specific brand. Positioning is the base for developing and

increasing the required knowledge and perceptions of the customers. It is the single feature that

sets your service apart from your competitors. For instance- Kingfisher stands for youth and

excitement. It represents brand in full flight.

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3G Technology

3G cellular technologies is defined as the provision of wireless broadband data and information

services right to a persons mobile unit. Compared to the previous technologies, 3G promises

speeds ranging from 144 Kbps, which is 3 times faster compared to the traditional 56K dial-up

modem connection up to 2.4 Mbps, which is very near cable-modem speed. The networks of 3G

allows you to browse quickly through web pages, watch on-demand video programs, download

and play music, videos and 3D games, watch streaming videos and music videos and have a

video conference with others located on the other side of the plant.

3G Networks

3G networks have the capability of transferring speeds up to 3 Mbps which is equivalent to

around 15 seconds for every download of a 3-minute MP3 song. To compare, the speediest 3G

cellular phones can move speeds up to 144 Kbps, which is equivalent to around 8 minutes to

download a 3-minute MP3 song. The high data rates of 3G are recommended when downloading

or acquiring information online, as well as sending and receiving huge multimedia files.

3G phones are comparable to small laptops that can cater to several broadband applications like

browsing the internet, receiving streaming videos online, video conferencing and sending and

receiving faxes. The soaring towers are among the most important element of the group,allowing the data to be transferred from one hone to another. 3G basically is a cellular phone

network.

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Definitions

Brand

Any brand is a set of perceptions and images that represent a company, product or service.

While many people refer to a brand as a logo, tag line or audio jingle, a brand is actually much

larger. A brand is the essence or promise of what will be delivered or experienced

Importantly, Brands enable a buyer to easily identify the offerings of a particular company.

Brands are generally developed over time through:

Advertisements containing consistent messaging

Recommendations from friends, family members or colleagues

Interactions with a company and its representatives

Real-life experiences using a product or service

(Generally considered the most important element of establishing a brand)

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BASIC TERMLOGY

Brand strategy

Where the brand is used for a diverse range of products, not necessarily connected. Example

Virgin Airlines and Virgin Cola; Marks and Spencer clothes and food

Brand asset

A brand asset is a tool that enhances products image, slogans, advertising,

publicity, sales, promotions and customer services. It helps to create meaningful identity that

builds emotional bonds with target audience.

Brand value

Brand value is the financial premium derived from loyal target audiences. Committed to a brand

and willing to pay extra for the brand compared to a generic product or service in the same

category.

Brand logo

The brand logo on a product is an important part of the product. A logo is a symbol or picture

that represents the business. It is important because it is easy to recognize, establishes brand

loyalty and can create a favorable image.

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Brand equity

It refers to the intangible value that accrues to a company. Consumers often rely upon brands to

guide their purchase decisions. The positive feelings consumers accumulate about a particular

brand are what makes the brand a valuable assets for the company that owns it.

Types of brand

There are three main types of brand manufacturer brands and own-label brands global brands.

Own-label

Some retailers use own-label brands, where they use their name of the product rather than the

manufacturers like Tescos Finest range of meals and foodstuffs. These tend to be cheaper

than the normal brands, but will give the retailer more profit than selling a normal brand.

Global brand

Some brands are so strong that they have become global brands. This means that the product is

sold in many countries and the contents are very similar. Examples of global brands include:

Microsoft, Coca Cola, Disney, Mercedes and Hewlett Packard.

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Manufacturer brands

Manufacturer brands are created by producers and bear their chosen brand name. The producer is

responsible for marketing the brand. The brand is owned by the producer.

By building their brand names, manufacturers can gain widespread distribution (for example by

retailers who want to sell the brand) and build customer loyalty (think about the manufacturer

brands that you feel loyal to).

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COMPANY PROFILE

Sunil Bharti Mittal founded the Bharti Group. In 1983, Sunil Mittal was into an agreement with

Germany's Siemens to manufacture the company's push-button telephone models for the Indian

market. In 1986, Sunil Bharti Mittal incorporated Bharti Telecom Limited (BTL) and his

company became the first in India to offer push-button telephones, establishing the basis of

Bharti Enterprises.

This first-mover advantage allowed Sunil Mittal to expand his manufacturing capacity elsewhere

in the telecommunications market. By the early 1990s, Sunil Mittal had also launched the

country's first fax machines and its first cordless telephones. In 1992, Sunil Mittal won a bid to

build a cellular phone network in Delhi.

In 1995, Sunil Mittal incorporated the cellular operations as Bharti Tele-Ventures and launched

service in Delhi. In 1996, cellular service was extended to Himachal Pradesh. In 1999, Bharti

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Enterprises acquired control of JT Holdings, and extended cellular operations to Karnataka and

Andhra Pradesh.

In 2000, Bharti acquired control of Sky cell Communications, in Chennai. In 2001, the company

acquired control of Spice Cell in Calcutta. Bharti Enterprises went public in 2002, and the

company was listed on Bombay Stock Exchange and National Stock Exchange of India. In 2003,

the cellular phone operations were rebranded under the single Airtel brand. In 2004, Bharti

acquired control of Hexagon and entered Rajasthan.

In 2005, Bharti extended its network to Andaman and Nicobar.In 2009; Airtel launched its first

international mobile network in Sri Lanka. In 2010, Airtel began operating in Bangladesh and 16

African countries. Today, Airtel is the largest cellular service provider in India and fifth largest

in the world.

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COMPANY OVERVIEW

Company name: - Bharti Airtel Ltd.

Head quarter: - Airtel Centre, Plot No 16 Udhyog Vihar, Phase IV Gurgaon Haryana.

Product & services description:-

Bharti airtels product and services portfolio includes

Home phones mobile services

Broad band

Calling cards

DTH

IPTV

MPLS Services

Satellite services

Data transport solutions

Conferencing services

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Customer relations: - Announcement for customer, customer Patterns, Presentation of the

product and services, Transcripts of conference calls, product information, and others.

Health, Safety & Environment: -

The "Global Compact" is a partnership between the United Nations, the business community,

international telecommunication organizations. It provides a forum to work together and improve

corporate practices through co-operation rather than confrontation.

Quality: - Airtel provides good quality product and services for their potential customers.

Mobile services:-

Now you can communicate, whenever you want to, not just in plain words, but also in more

exciting, innovative yet simple new ways. Choose from our range of services, to do more with

airtel.

To know what services are available in your city please select your location.

1. Prepaid Services

2. Postpaid Services

3. Subscription Services

4. Subscription Services

5. Operator Services
http://www.airtel.in/wps/wcm/connect/airtel.in/airtel.in/home/forme_newuser/mobile/prepaid+services/http://www.airtel.in/wps/wcm/connect/airtel.in/airtel.in/home/forme_newuser/mobile/postpaid+services/http://www.airtel.in/wps/wcm/connect/airtel.in/airtel.in/home/forme_newuser/mobile/postpaid+services/Services/subscription+services/http://www.airtel.in/wps/wcm/connect/airtel.in/airtel.in/home/forme_newuser/mobile/postpaid+services/Services/subscription+services/http://www.airtel.in/wps/wcm/connect/airtel.in/airtel.in/home/forme_newuser/mobile/postpaid+services/http://www.airtel.in/wps/wcm/connect/airtel.in/airtel.in/home/forme_newuser/mobile/postpaid+services/Services/subscription+services/http://www.airtel.in/wps/wcm/connect/airtel.in/airtel.in/home/forme_newuser/mobile/postpaid+services/Services/subscription+services/http://www.airtel.in/wps/wcm/connect/airtel.in/airtel.in/home/forme_newuser/mobile/prepaid+services/

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Broadband services:-

Bharti Enterprises, Indias leading provider of state-of-the art telecommunications services is the

power behind Airtel Broadband Services India. Bharti Airtel, as the company is known, directly

manages three lines of businesses under its subgroup. The three are as follows: broadband and

telephone services, mobile services, and enterprise solutions.

The broadband and Internet connection service falls under the data services provided by Airtels

broadband and telephone services arm. Bharti Enterprises is actually the first ever privately

owned company to have successfully setup a satellite-based gateway for its Internet access

service. In the same way, they have effectively launched Indias first private submarine

communication cable systems. This particular feat is made possible through partnership with

SingTel. Consequently, the data services provided by the Airtel broadband and Internet

connection service is further grouped into DSL, ISDL, Leased Line, VPN, and Wi-Fi categories.

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BSNL

Bharat Sanchar Nigam Ltd. formed in October, 2000, is World's 7th largest Telecommunications

Company providing comprehensive range of telecom services in India: Wire line, CDMAmobile, GSM Mobile, Internet, Broadband, Carrier service, MPLS-VPN, VSAT, VoIP services,

IN Services etc. Presently it is one of the largest & leading public sector units in India.

BSNL has installed Quality Telecom Network in the country and now focusing on improving it,

expanding the network, introducing new telecom services with ICT applications in villages and

wining customer's confidence. Today, it has about 46 million line basic telephone capacity, 8

million WLL capacity, 52 Million GSM Capacity, more than 38302 fixed exchanges, 46565

BTS, 3895 Node B ( 3G BTS), 287 Satellite Stations, 614755 Rkm of OFC Cable, 50430 Rkm of

Microwave Network connecting 602 Districts, 7330 cities/towns and 5.6 lacks villages.

BSNL is the only service provider, making focused efforts and planned initiatives to bridge the

Rural-Urban Digital Divide ICT sector. In fact there is no telecom operator in the country to beat

its reach with its wide network giving services in every nook & corner of country and operates

across India except Delhi & Mumbai. Whether it is inaccessible areas of Siachen glacier and

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North-eastern region of the country BSNL serves its customers with its wide bouquet of telecom

services.

BSNL is numerous UNO operator of India in all services in its license area. The company offers

vide ranging & most transparent tariff schemes designed to suite every customer.

BSNL cellular service, Cell One, has 55,140,282 2G cellular customers and 88,493 3G

customers as on 30.11.2009. In basic services, BSNL is miles ahead of its rivals, with 35.1

million Basic Phone subscribers i.e. 85 per cent share of the subscriber base and 92 percent share

in revenue terms.

BSNL has more than 2.5 million WLL subscribers and 2.5 million Internet Customers who

access Internet through various modes viz. Dial-up, Leased Line, DIAS, and Account Less

Internet (CLI). BSNL has been adjudged as the NUMBER ONE ISP in the country.

BSNL has set up a world class multi-gigabit, multi-protocol convergent IP infrastructure that

provides convergent services like voice, data and video through the same Backbone and

Broadband Access Network. At present there are 0.6 million Data One broadband customers.

The company has vast experience in Planning, Installation, network integration and Maintenance

of Switching & Transmission Networks and also has a world class ISO 9000 certified Telecom

Training Institute.

Scaling new heights of success, the present turnover of BSNL 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

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financial year. The infrastructure asset on telephone alone is worth about Rs.630, 000 million

(US $ 14.37 billion).

The turnover, nationwide coverage, reach, comprehensive range of telecom services and the

desire to excel has made BSNL the No. 1 Telecom Company of India.

3G technology enters Indian market

Indians are waiting for the popular use of the next generation technology in our nation. In India

3G services were first launched by MTNL in Delhi. Presently 3G spectrum is allotted only to the

state owned BSNL and MTNL.

The Department of Telecommunications in India has planned an auction of the 3G spectrum in

January 2009. This was postponed a number of times due to various reasons such as difference

of opinion between the Ministry of Finance and the Ministry of Communications and

Information Technology, Loksabha elections etc. Now the auctions are expected in February or

March 2010.

The results of the auction and allocation would be done in August 2010. The Government

estimates to earn over Rs.25000 crore through the auction. Four slots are planned for auction.

Besides this one slot each has already been allotted to BSNL and MTNL. The auction would be

electronic through internet. Foreigners are also eligible to apply, with the condition that only a

maximum of 74% of the equity of the concerned company should be that of the foreigner.

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3G Services of BSNL

BSNL has invested around twenty seven billion rupees for 3G launch in India. It has already

introduced the new technology in 241 Indian cities. It offers a speed of 2Mbps, high quality

voice services and high speed data transfer. It has been introduced in Kerala in January 2010 at

Kozhikode, connecting 21 towns including all district headquarters.

o BSNL Tariffs

o BSNL offers local voice and video calls at 30paise per minute. The STD video calls are

offered at 50paise per minute. Schemes have been launched for migration from the

present 2G to 3G technology.

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Applications of 3G spectrum

o Video telephony

o Mobile TV in which television channels can be viewed through mobiles.

o Video on demand in which a provider sends movie to sub scribers mobile phone.

o Video conferencing in which subscribers can see and talk to each other through mobile

phone.

o Faster internet on mobile.

o Useful in e learning.

o Tele medicine in which a medical provider gives advice to isolated subscribers.

o Local services including weather, traffic etc.

o Fast communication

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o MMS-Multimedia Messaging Service

o 3D games

Drawbacks

It can affect health due to the huge bandwidth of electromagnetic waves used. As huge

bandwidth is required the price can go high. Huge capital is required for the launch of these

services.

The 3G service is indeed a value added service. The world has been contracted to a village by the

use of this modern technology. The nation is waiting for the popularization of the new

technology.

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Review of existing Literature

In any study, review of literature forms the most crucial and important part. In order to

substantiate the findings of study, it is need less to say that one should have the clear cut

theoretical knowledge. The researcher has reviewed a good amount of literature concerned with

the study of brand positioning of 3G players.

Current Analysis provides real-time analysis of breaking industry events, as well as intelligence

reports on the markets, companies and products that are shaping the telecommunications,

networking, and business software industries. Click the links below for descriptions of our

coverage, and complimentary competitive intelligence:

Telecommunication can be in the form of audio signal transmission, broadband, audio

broadcasting and so on which highly related and represent the technology. Telecommunication

related technologies developing each and every day around the world. The technology

development will never stop. This statement proved true by the recent telecommunication

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technology which is Worldwide Interoperability for Microwave Access (WiMAX). WiMAX is

the newest technology for wireless telecommunication which able to provide high speed

broadband access to mobile.

SECTION B

THE PROJECT EXECUTIVE SUMMARY/RESEARCH METHODOLOGY

Research objectives

Research design

Research duration

Sampling design

Data collection method

Data analysis

Tool and techniques

Area of survey

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RESEARCH OBJECTIVE

To study brand equity and brand preference in to the customer mind.

To study international business activities through 3G, communication.

To study company personality, image, core competencies and characteristics.

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RESEARCH METHODOLOGY

The project would be divided into two parts the first part would relate to the detailed study of

customer behavior and services about company. The second half would talk about brand

positioning in 3G of private and public company.

DEFINITION OF RESEARCH

Research is a common parlance refers to search for knowledge. One can also define research as

scientific and systematic search for pertinent information on a specific topic. In fact, research is

an art of scientific investigation.

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According to advanced learners dictionary of current English A careful investigation of inquiry

especially through search for new facts for any branch of knowledge.

RESEARCH DESIGN

A research design is the arrangement of condition for collection and analysis of data in a

manner that aims to combine relevance to the research purpose with economy in procedure.

In fact the research design in the conceptual structure within which research in conducted; it

constitutes the blue print for collection, measurement and analysis of data.

EXPLORATORY RESEARCH

Exploratory research would be carried out to get quantitative data in order to gain a qualitative

understanding of the underlining study.

DESCRIPTIVE RESEARCH

Descriptive research would be carried out to meet the objective of the research and generalize the

results from the samples collected from the customers who availing the services of companies.

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The survey method involving a questionnaire would be used to elicit specific information from

the 3G subscriber related to company services.

Personnel interview would be conducted in order to gather the required information.

SAMPLE DESIGN

Location Indore

Sample techniques convenience sampling

Sample size 200

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DATA COLLECTION PROCESS

The study includes market research consisting of primary and secondary research. Primary

research includes surveying consumers as well as retailers providing 3G services. Secondary

research includes data collection from websites, magazines, and journals. Followed by analysis

and data interpretation to get the results and providing recommendations on the same.

PRIMARY DATA

Direct Interview through Questionnaire

SECONDARY DATA

Websites, print media,

DATA ANALYSIS METHOD

GRAPHICAL METHOD

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ARERA OF SURVEY

INDORE

SAMPLING UNIT

CUSTOMERS COMPANY

The task or data collection begins after a research has been defined and research design checked

out. First of all we should analyses of two types of data.

PRIMARY DATA

The method of collecting the primary data is depends on Self Developed Questioners, customers

perception asked about company.

There is various method of collecting primary data such as

Observation method

Interview method

Method of questionnaires

Through schedules

I have selected questionnaire method collection the primary data.

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QUESTIONNAIRES METHOD

The form a question asked can influences of response. Research distinguish between close-end

and open-end question. Allow respondents to answer in the own words. Close-end question

provide answers that are raiser to interpret and tabulate. Our survey is based on open end and

close end questionnaire.

Open-ended

The open ended means the answers which given by customers directly through interview and

personnel meeting. This is a single method which helps to express view and response

towards company and services.

Close-ended

The close ended method based on survey, data interpretation, graph representation, and other

hypothetical and analytical methods which used in this major project.

SECONDARY DATA

This data collected usually start their investigation by examining secondary data to see whether

their problems could partly or wholly is solved without collecting costly primary data.

Secondary data provide starting points for research and offers by advantage of low and ready

availability. Secondary data can be collected from various sourced like

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Internal Source

Govt. publication

Periodical and journals

Commercial data

Books, Magazine and newspapers

Telephones & Internet

For the purpose of the project I have collected information through internal sources.

DATA ANALYSIS AND INTERPRETATION

Age group of subscribers who availing the facility of 3G services

1 10-25 year 25%

2 26-35 year 35%

3 36-45 year 20%

4 46-55 year 13%

5 Above 55 year 7%

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Interpretation

25% subscriber belongs to 10-25 year, 35% subscriber belongs to 26-35 year, 20% subscriber

belongs to 36-45 year, 13% subscriber belongs to 46-55 year,7% subscriber belongs to

Above 55 year.

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SATISFACTION LEVEL OF AIRTEL AND BSNL SUBSCRIBERS WITH

3G SERVICES

Interpretation

It shows that highly satisfied subscriber belong to 25.5%, satisfied

subscriber belong to 44.5%, neutral subscriber belong to 15%,

dissatisfied subscriber belong to 13%, highly dissatisfied

subscriber belong to 2%.

SN

O.

LEVEL OF

SATISFACTION NO .OF SUBSCRIBER PERCENTAGE

AIRTEL BSNL AIRTEL BSNL

1 HIGHLY SATISFIED 51 43 25.5 21.5

2 SATISFIED 89 77 44.5 38.5

3 NEUTRAL 30 33 15 16.5

4 DISSATISFIED 26 37 13 18.5

5 HIGHLY DISSATISFIED 04 10 2 5

200 200 100 100

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Income per annum of subscribers

Interpretation

It shows that 26% subscriber belong to 1 lakh, 57% subscriber belong to 1 lakh

3lakh and 17% subscriber belong to 3lakh 5lakh per annum income group.

1 Rs. Less than 1lakh 26%

2 Rs. 1 lack 3lakh 57%3 Rs. 3lack 5lakh 17%

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CUSTOMERS SATISFACTION LEVEL WITH 3G MARKET PLAYERS

SERVICES

Interpretation

1 IDEA 23%

2 AIRTEL 40%

3 BSNL 21%

4 RELIANCE 16%

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It shows that idea subscribers captured 23% market, Airtel subscribers captured

40%, Bsnl subscribers captured 21%, Reliance subscribers captured 16%.

Tool and techniques

Area of survey

PRACTICAL SUGGESIONS

In this project as analyses different 3G services schemes and the behavior of respondent, I wish

to suggest for better 3G services option and benefit to the customers.

Income of the people decides the purchasing power. The high income prefers to purchase3G product and services with the quality, good network, fast services, etc. and vise versa.

So I suggest Airtel, BSNL and other market players to concentrate also on low income

segment to capture market and position themselves in the minds of the subscribers with

required quality and quality 3G product and services.

Introduction of various economic 3G product & services lies may help Airtel & BSNL to

attract the existing and new customers and may attract all income level groups. hence I

suggest management to introduce new & updated 3G services which can satisfied theentire group.

Company should use brand ambassador which attract each age segment i.e.Sachin

Tandulkar, Saniya Mirza, Amitabh Bacchan, Shahrukh khan etc.

The company should advertise for the 3G product & services to increase the awareness

level and sales of the 3G product & services.

The company needs to create good brand poisoning image in the market. and

repositioning also can helpful to increase the awareness of new 3G technologies.

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FINDINGS

It is found that most of the subscribers prefer economic 3G services and thebehavior is also change according to the different kind of schemes take twocompany for comparison, these are

Airtel

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Bsnl

It is found that subscribers of Airtel are more satisfied as compare to

the Bsnl subscribers.

There are different types subscribers existing in the market havingdifferent behavior towards different 3G schemes.

It is also found that Bsnl broadband services are better than airtelbroadband services in villages.

Video conferencing services of Airtel Company are better as compare

to the BSNL.

Most of the customers want to use 3G services for watching movies,Listening songs, good quality picture etc.

Future Prospects

Since at this stage of study, it is not possible to cover this point so it would

we covered at the time of MRP.

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3G technology glues the two fastest growing market sectors - Mobile and

Internet. 3G packet based networks will allow users to be on line all the

time. The capabilities of wireless networks in terms of bandwidth ought to

be enhanced.

The TRAI (Telecom Regulatory Authority of India) has recommended

auctioning radio frequencies for 3G telecom services at a reserve price of Rs

1,050 crore (Rs 10.50 billion) to companies seeking to offer nationwide

high-speed Internet and streaming video.

The base price for spectrum is fixed based on the cities category for cities

like Mumbai and Delhi. For Category A telecom circles it is Rs 80 crore (Rs

800 million); for cities like Chennai and Kolkata and Category B circles it is

Rs 40 crore (Rs 400 million); and in every other cities Rs 15 crore (Rs 150

million).

Conclusion

According to my survey report with sample size of 200 respondents in Indore city

following conclusion will drawn:-

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1) During the survey it was found that still here 5% of the Indore populations

are unaware about the latest 3G technology.

2) The 3G subscribers behavior is positive towards different 3G services

schemes because these schemes are really beneficial for subscribers.

3) The prices of 3G services are costly as compare to other telecommunication

services at the initial stage.

4) In present rapidly changing technological environment it is easy to

understand that which 3G service company is beneficial for us due to many

companies network.

5) Analysis of the study was undertaken with help of survey Conducted. After

interpretation and analysis of data it is concluded that in Indore city 3G

subscribers prefer economic and good network 3Gservices.

Appendix

Dr.Philip kotler, marketing management, publication 2003.

William Stanton, marketing management, publication 2006.

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www.brandingstrategyinsider.com.

magazine Positioning a Brand in the Marketplace, Lippincott Publications.

http://papers.ssrn.com/sol3/papers.cfm?abstract_id=755324

www.bhartiairtel.com

www.BharatSancharNigamLimitedt.com

QUESTIONNAIRE

Dear Respondent,
http://www.brandingstrategyinsider.com/http://www.lippincottmercer.com/pdfs/a_hogan01.pdfhttp://papers.ssrn.com/sol3/papers.cfm?abstract_id=755324http://www.bhartiairtel.com/http://www.brandingstrategyinsider.com/http://www.lippincottmercer.com/pdfs/a_hogan01.pdfhttp://papers.ssrn.com/sol3/papers.cfm?abstract_id=755324http://www.bhartiairtel.com/

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I MANOJ JAIN, a student of LAKSHMI NARAINCOLLEGEOF TECHNOLOGYAND MANAGEMENT EDUCATION

currently doing a major research project on BRAND POSITIONING IN 3G COMMUNICATION BY

DIFFERENT MARKET PLAYERS SUCH AS AIRTEL AND BSNL

Please read carefully and indicate for you are agreed or disagree with each of the statements.

The object of this study to know the behavior of the customers towards different 3G services.

The information gathered in this survey will be kept confidential and will be used for educational

purpose only.

Name:_______________________ profession:__________________

Contact No: - _________________

Education:

a) graduate b)postgraduate

b) professionally qualified d)others (specify)

Gender:

a) male b) female

Age group:

10 -25 yrs 26 35 yrs 36 45 yrs 46 55 yrs More than 55 yrs

1 2 3 4 5

Address:

..

1) What is customer income per annum?

(a) less than 1lakh (b) 1.5lakh-3lakh

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(c)3lakh 5lakh (d) above 5lakh

2) Which company do you prefer for 3G services?

(a) Airtel (b) BSNL

(c) Idea (d) Vodaphone

3) Which company provides attractive plans?

(a) Airtel (b) BSNL


4) Are you satisfy with 3G services in India?

(a) Airtel (b) BSNL

5) Do you think that company brand positioning play any role in 3G services?

(a) Yes (b) no

6) Are you satisfied with different type of 3G services?

(a) Yes (b) no

7) Which company has good 3G network in current market?

(a) Airtel (b) BSNL


8) Do you think that current 3G schemes are costly?

(a) Yes (b) no

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