To Study Marketing Strategies of Aircel

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A

PROJECT

ON

MARKETING STRATEGIES OF AIRCEL

Project Report Submitted to Guru Gobind Indraprastha University

in Partial Fulfillment of the Requirements for the Award Of

BACHELOR OF BUSINESS ADMINISTRATION

(2011-2014)

Submitted By: Under the Guidance Of:

IRSHAD ALI MS.TALVINDER

KAUR

{Faculty

Guide}

New Delhi Institute of Management

Tughlakabad Institutional Area

New Delhi-110062


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ACKNOWLEDGEMENT

A work is never of an individual. It is more a combination of ideas, suggestions,reviews, contribution and work involving many folks. I take the opportunity to

express my gratitude to all the concerned people who have directly or indirectly

contributed towards completion of this project.

I am extremely grateful to my faculty guide Ms. Talvinder Kaur whose insight

encouraged me to go beyond the scope of the project and this broadened my learningon this project.

Irshad Ali


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CERTIFICATE

This is to certify that the project titled To Study Marketing Strategies of Aircel

,submitted by Irshad Ali to New Delhi Institute of Management, GGSIPU in partial

fulfillment of requirement for the award of the BBA Degree is an original piece of

work carried out under my guidance and may be submitted for evaluation.

The assistance rendered during the study has been duly acknowledged.

No part of this work has been submitted for any other degree.

Place: New Delhi Faculty Guide

Dated: Ms. Talvinder Kaur


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Table no. Table name Page no.

5.1 Number of Connections 34

5.2 Primary service provider 35

5.3 Reasons for choosingAircel

36

5.4 Perception regardingadvertiesement of aircel

37

5.5 Troubles faced by

customers

38

5.6 Perception about valueadded services

39

5.7 Response of customer careexecutive

40

5.8 Want to switch serviceprovider

41


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Figure no Figure name Page no

5.1 Number of Connections 34

5.2 Primary service provider 35

5.3 Reasons for choosing Aircel 36

5.4 Perception regardingadvertiesement of aircel

37

5.5 Troubles faced by

customers

38

5.6 Perception about value addedservices

39

5.7 Response of customer careexecutive

40

5.8 want to switch serviceprovider

41


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INTRODUCTION OF STUDY

i) BRIEF OVERVIEW

ii) OBJECTIVES OF THE

STUDY

iii) SCOPE ANDSIGNIFICANCE

iv) LIMITATIONS OF THE

STUDY


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1.1 BRIEF OVERVIEW OF THE STUDY

India's telecommunications market is amongst the highest-potential markets globally,

marked by deregulation and rapid growth. Its cellular market alone is growing at 60%

annually. This demand will only accelerate as new technologies emerge to make new

services possible. Idea plans to grow its telecom business both in terms of

geographical reach and in terms of the products and services we will offer.

The Indian telecommunications Network with 250m telephone connections is the fifth

largest in the world and is the second largest among the emerging economies of Asia.

Today it is the fastest growing market in the world and represents uniqueopportunities for UK companies in the stagnant global scenario. Accordingly, India

requires incremental investments of USD 20-25 bln for the next five years.

Private operators have made mobile telephony the fastest growing (over 164% p.a.) in

India. With more than 33 million users (both CDMA and GSM), wireless is the

principal growth engine of the Indian telecom industry. Given the current growth

trends, cellular connections in India will surpass fixed line by late 2004/early 2005.

Intense competition between the four main private groups - Bharti, Vodafone, Tataand Reliance and with the State sector incumbents-BSNL and MTNL has brought

about a significant drop in tariffs. There has been almost 74% in cell phone charges,

70% in ILD calls and 25% drop in NLD charges, resulting in a boom time for the

consumers.


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INDIAN CELLULAR MARKET

The Bharti Group, which operates in 23 circles, continues to be the country's largest

cellular operator, with 50 lakh subscribers. BSNL, which operates in 22 circles, has a

subscriber base of 37 lakh subscribers. Thus BSNL stands second largest cellular

operator in terms of subscriber base at the end of the fiscal ending March 31, 2011,

displacing Vodafone from the second position. Vodafone, which operates in only

eighteen circles, is the third largest operator with a subscriber base of 32 lakh. Unlike

fellow public sector undertaking, MTNL, which operates in Mumbai and Delhi,

BSNL has been a very aggressive player in the market. "Cellular operators who

expected BSNL to go the MTNL way, were taken by surprise and did not take

effective steps to counter it, till it was too late in the day," said a telecom analyst.

TELECOMMUNICATION MARKET IN INDIA

Technological changes in the telecom and computers have radically changed the

business scenario. In turn, the new demands of business have spurred many telecom

based technological innovations. In order to exploit these innovations for competing

in global markets, business community the world over has been putting pressure on

governments to revise the policy, regulation and structure of the telecom sector.Several countries across the world have responded by restructuring the state

controlled telecom service provider, increasing private participation, and deregulating

service provision. The emergent organizations have attempted to be more responsive

to the business needs and have evolved mechanisms to remain competitive even under

tremendous pressures.

Over the past several years, developing countries have also recognized the important

role a responsive, business oriented and technologically advanced telecom sectorplays in the growth of the economy. Many developing countries now accept the

limitations of a monolith state monopoly in responding to the twin challenges of

spurring internal growth and competing in an increasingly global economy.

Past experience of reform across many countries suggests that the fundamental

underlying issue that must be addressed in telecom reform is introduction of

competition for efficiency. Competition is considered to be an important factor than

ownership in introducing efficiency.


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India's 21.59 million-line telephone network is one of the largest in the world and the

3rd largest among emerging economies (after China and Republic of Korea). Given

the low telephone penetration rate India offers vast scope for growth. It is therefore

not surprising that India has one of the fastest growing telecommunication systems in

the world with system size (total connections) growing at an average of more than 20

percent over the last 4 years.

The industry is considered as having the highest potential for investment in India. The

growth in demand for telecom services in India is not limited to basic telephone

services. India has witnessed rapid growth in cellular, radio paging, value-added

services, internet and global mobile communication by satellite (GMPCS) services.

This is expected to soar in the next few years.

Recognizing that the telecom sector is one of the prime movers of the economy, the

Government's regulatory and policy initiatives have also been directed towards

establishing a world class telecommunications infrastructure in India. The telecom

sector in India therefore offers an Aircell environment for investment.

The telecommunications initiative in the country is lead by Ministry of

Communications through the Department of Telecommunication & DepartmentTelecom Services and its undertakings for provision of basic telephone services,

national and international long distance communications, manufacture of complete

range of telecom equipment, research and development, and consultancy services.

The Telecom Commission performs the Executive and Policy making functions. The

Telecom Regulatory Authority of India performs the functions of an independent

regulatory body.

Indian Telecom Sector to Be Most Vibrant In 2010

In 2010 we believe that Indian Telecom industry expects to continue with its fast pace

of subscriber additions, at least 11 million per month, launch of 3G and WiMAX

spectrum, while tariff would continue to slide during the year.

The industry having crossed the 500 million subscriber mark earlier in September

2009 itself, the next milestone would be 750 million. (Global research and analysis

firm Gartner, in a recent study, estimates Indian mobile users to touch 771 million by2013).


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However, this would be a long way off, even though subscriber addition is expected

to continue at fast pace in 2010 as companies expand networks to rural areas and new

firms commence operations.

3G

One of the main catalysts for growth would be the launch of 3G and WiMAX

spectrum, expected to take place by mid-January. 3G, or third generation telecom

services, would result in addition or more subscribers as they would bring in a host of

data-enabled services to the industry, and growth would come in from both voice and

data.

WiMAX

Additionally, Department of Telecommunications (DoT) had announced the

simultaneous auction of WiMax spectrum that would result in adding of additional

data-enabled customers on telecom networks. A host of telecom operators are

expected to join the bandwagon for WiMax spectrum.

Tariffs

Cheap call tariffs and mobile handsets were other factors that drove demand in 2009,

and telecom companies are expected to continue price was both in call rates and

instruments in 2010. This, according to industry analysts, will result in telecom

sector s exponential growth.

The industry also expects launching of innovative and customer friendly schemes like

the one second billing in 2010. These schemes would continue to help in improving

tele-density and penetration of telecom services in rural and semi-urban areas in the

country.


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Infrastructure operators

The year 2010 would be that of the infrastructure players. Apart from an expected

consolidation in the sector, the infrastructure majors will increase the pace of tower

rollout across all the 22 circles in the country.

Bandwidth

An expected increase in bandwidth landing in the country, with telecom companies

are laying more submarine cables, would also benefit the industry. This would be

beneficial to bandwidth-intensive sectors like BPO, IT and banking.

The industry expects telecom companies to launch terrestrial cables with 50 GB

capacities each, to be hiked depending on demand. This coupled with a planned

increase by operators this year and next year, would also result in an increase in

capacity landing at Indian shores.

Group Overview

Founded in 1976, by Sunil Bharti Mittal, Bharti has grown from being a manufacturer

of bicycle parts to one of the largest and most respected business groups in India.

With its entrepreneurial spirit and passion to undertake business projects that are

transformational in nature, Bharti has created world-class businesses in telecom,

financial services, retail, and foods.

Bharti started its telecom services business by launching mobile services in Delhi

(India) in 1995. Since then there has been no looking back and Bharti Aircel, the

group's' flagship company, has emerged as one of the top telecom companies in the

world and is amongst the top five wireless operators in the world.

Through its global telecom operations Bharti group has presence in 21 countries

across Asia, Africa and Europe - India, Sri Lanka, Bangladesh, Jersey, Guernsey,

Seychelles, Burkina Faso, Chad, Congo Brazzaville, Democratic Republic of Congo,

Gabon, Ghana, Kenya, Madagascar, Malawi, Niger, Nigeria, Sierra Leone, Tanzania,

Uganda, and Zambia.

Over the past few years, the group has diversified into emerging business areas in the

fast expanding Indian economy. With a vision to build India's finest conglomerate by


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The Indian telecommunications Network with 250m telephone connections is the fifth

largest in the world and is the second largest among the emerging economies of Asia.

Today it is the fastest growing market in the world and represents unique

opportunities for UK companies in the stagnant global scenario. Accordingly, India

requires incremental investments of USD 20-25 bln for the next five years.

Private operators have made mobile telephony the fastest growing (over 164% p.a.) in

India. With more than 33 million users (both CDMA and GSM), wireless is the

principal growth engine of the Indian telecom industry. Given the current growth

trends, cellular connections in India will surpass fixed line by late 2004/early 2005.

Intense competition between the four main private groups - Bharti, Vodafone, Tata

and Reliance and with the State sector incumbents-BSNL and MTNL has broughtabout a significant drop in tariffs. There has been almost 74% in cell phone charges,

70% in ILD calls and 25% drop in NLD charges, resulting in a boom time for the

consumers.

The Government has played a key enabling role by deregulating and liberalizing the

industry, ushering in competition and paving the way for growth. While there were

regulatory irregularities earlier, resulting in litigation, these have all been addressed

now. Customs duties on hardware and mobile handsets have been reduced from 14percent to 5 percent.

The Indian government has merged the IT and Telecom Ministries to speed up

reforms and decision on the Communication Convergence Bill to enable the common

regulation of the Internet, broadcasting and telecoms will be taken after the new

Government assumes responsibilities in may this year. An independent regulatory

body (TRAI) and dispute settlement body (TDSAT) is fully functional.


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1.2 Objectives of the Study:

Following are the main objective to study about the customer satisfaction on

Aircel.

To study customer satisfaction level of Aircel. To study various Marketing activities provided by Aircel. To study the various services provided by Aircel.


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Scope and significance of the study

To conduct this research the target population was the mobile

users, who arousing GSM technology.

Targeted geographic area of New Delhi Sample size of 100 respondents was

taken.

To these 100 respondents a questionnaire was given, the questionnaire was a

combination of both open ended and closed ended questions.

Finally the collected data and information was analyzed and compiled to

arrive at he conclusion and recommendations given.

D u r i n g t h e s t u d y, o n m a n y o c c a s i o n s t h e r e s p o n d e n t

groups gave us a cold shoulder.

Some retailers/whole sellers refuse to cooperate with the queries.

Money played a vital factor in the whole project duration


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2.1 RESEARCH METHODOLOGY

Achieving accuracy in any research requires in depth study regarding the subject. As

the prime objective of the project is to find out market strategy of Aircel with the

existing competitors in the market. The research methodology adopted is basically

based on primary data via which the most recent and accurate piece of first hand

information could be collected. Secondary data has been used to support primary data

wherever needed.

RESEARCH DESIGN

A research design is a framework or blueprint or the structure for conducting the

marketing research project. It details the producers necessary for obtaining theinformation needed to structure or solve marketing research problem.

The research design used in this research is Exploratory Research Design.

MEANING OF EXPLORATORY RESEARCH DESIGN

This is the type of research conducted for a problem that has not been clearly defined.

This research helps determine the best research design, data collection method and

selection of subject. It should draw definitive conclusions only with extreme caution.

Given its fundamental nature, exploratory research often includes that a perceived

problem does not actually exists.

2.2 Sample size and sampling technique

I have selected 100 respondents only. The sampling technique which I have selected

is convenience sampling.


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2.3 Data collection (Primary and secondary)

Primary Data

The primary data are those data which are collected fresh and for first time and thus

happens to be originally character with the help of questionnaire. Primary data was

collected by the researcher.

Primary data was collected by using following technique:

Questionnaire Method

The main tool used was, the questionnaire method . Lastly observation

method has been continuous with the questionnaire method, as onecontinuously observes the surrounding environment he works in.

Secondary Data

Secondary data is basically primary data collected by someone else. Researchers

reused and repurpose information as secondary data because it is easier and less

expensive to collect. However, it is seldom as useful and accurate as primary data.Secondary data was collected by using the following techniques:

Internet Books Magazines

Presentation Tools used

These tools help to make project interactive and easily understandable by any

individual who want to seek information about any particular subject.

The main presentation tools are as follows:

Graphs

Pie chats

Charts

Tables


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Industry overview


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Aircel group is an Indian mobile network operator headquartered in Chennai, that

provides wireless voice, messaging and data services in India. It is a joint venture

between Maxis Communications Berhad of Malaysia and Sindya Securities &

Investments Private Limited, whose current shareholders are the Reddy family of

Apollo Hospitals Group of India, with Maxis Communications holding a majority

stake of 74%.Aircel commenced operations in 1999 and today the leading mobile

operator in Tamil Nadu, Assam, North- East and Chennai.

It is India s fifth largest GSM mobile service provider & seventh largest mobile

service provider (both GSM and CDMA )[4] with a subscriber base of over 64.4

million, as of July, 2012. It has a market share of 7.13% among the GSM operators in

the country.Additionally, Aircel has also obtained permission from Department of

Telecommunications (DoT) to provide International Long Distance( ILD) and

National Long Distance (NLD) telephony services. It also has the largest service

in Tamil Nadu.
http://en.wikipedia.org/wiki/Mobile_network_operatorhttp://en.wikipedia.org/wiki/Chennaihttp://en.wikipedia.org/wiki/Maxis_Communications_Berhadhttp://en.wikipedia.org/wiki/Aircel#cite_note-aircelshare-4http://en.wikipedia.org/wiki/Aircel#cite_note-aircelshare-4http://en.wikipedia.org/wiki/Aircel#cite_note-aircelshare-4http://en.wikipedia.org/wiki/Department_of_Telecommunicationshttp://en.wikipedia.org/wiki/Department_of_Telecommunicationshttp://en.wikipedia.org/wiki/Long-distance_callinghttp://en.wikipedia.org/wiki/Tamil_Naduhttp://en.wikipedia.org/wiki/Tamil_Naduhttp://en.wikipedia.org/wiki/Long-distance_callinghttp://en.wikipedia.org/wiki/Department_of_Telecommunicationshttp://en.wikipedia.org/wiki/Department_of_Telecommunicationshttp://en.wikipedia.org/wiki/Aircel#cite_note-aircelshare-4http://en.wikipedia.org/wiki/Maxis_Communications_Berhadhttp://en.wikipedia.org/wiki/Chennaihttp://en.wikipedia.org/wiki/Mobile_network_operator


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COMPANY PROFILE

I. History

II. Mission, Vision & Objectives

III. Product and services Offered


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4.1 History

The Aircel Group is a joint venture between Maxis Communications Berhad of Malaysia

and Apollo Hospital Enterprise Ltd of India, with Maxis Communications holding a

majority stake of 74%. Aircel commenced operations in 1999 and became the

leading mobile operator in Tamil Nadu within 18 months. In December 2003, it

launched commercially in Chennai and quickly established itself as a market leader a

position it has held since. Aircel began its outward expansion in 2005 and met with

unprecedented success in the Eastern frontier circles. It emerged a market leader in

Assam and in the North Eastern provinces within 18 months of operations .During this

period, the company gained a foothold in 9 circles.

The Company has currently gained a momentum in the space of telecom in India post the

allocation of additional spectrum by the Department of Telecom, Govt. Of India for

13 new circles across India. These include Delhi (Metro), Mumbai (Metro), Andhra Pradesh,

Gujarat, Haryana, Karnataka, Kerala, Madhya Pradesh, Maharashtra & Goa,

Rajasthan, Punjab, UP (West) and UP (East).Aircel has won many awards and

recognitions. Voice and Data gave Aircel the highest rating for overall customersatisfaction and network quality in 2006. Aircel emerged as the top mid-size utility

company in Business world s List of Best Mid -Size Companies in 2011.

Additionally, Tele.net recognized Aircel as the best regional operator in 2008.With over

15 million customers in the country, Aircel, the fastest growing telecom company in

India, has revved up plans to become a full-fledged national operator


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4.2 Mission:

Aircel is primarily a user of technology rather than a developer of it, and this fact is

reflected in the emphasis of our work program on enabling new applications of

mobile communications, using new technology for new services, research for

improving operational efficiency and quality of our networks, and providing

technology vision and leadership that can contribute directly to business decisions.

Vision:

Our Vision is to be the world s mobile communication leader enriching customers

lives, helping individuals, businesses and Communities be more connected in a

mobile world.

4.3 Product & Services Offered

Services:

Staying connected becomes a lot easier with Aircel. We have a wide range of services

you can access right from your Aircel phone. From cell banking to flight updates to

call management services, get all that you want, instantly.

Prepaid services (latest):

- Aircel , one of India s leading cellular service providers announced a new

Bonus Card 25 for its prepaid customers in Punjab. With this new bonus

card, Aircel customers can enjoy the benefit of unlimited national SMS at

just 20paisa/SMS. The new bonus card comes with 30 days validity.

Postpaid services (latest):

- Aircel , one of India s leading cellular services providers has launched threenew monthly rental plans - Budget 500, Budget 750 and Budget 1000 - for its

postpaid customers in Kolkata and West Bengal. These Budget plans offer

combinations of free minutes over local and STD calls along with free local

SMS. This offer is valid for new and existing customers.


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Dial 600 to activate:

To activate these values added services on your Aircel phone simply dial 600 and

access our Interactive Voice Response system.

SMS:

Message your family and friends through Aircel SMS Services. It's convenient and

affordable. Communicate with cell phone users in over 100 countries and anywhere in

India - by sending and receiving text msg.

Pay just Rs. 1.50 per message for sending SMS anywhere across the country.

Aircel Online:

Get all the useful information you need directly on your Aircel phone - with Aircel

Online. Including cricket, finance, entertainment, weather, astrology and more.

If you do not see the

Aircel Online menu on your phone, send HELP to 123. We will send you the list of

keywords.

You will be charged Rs. 2 per outgoing message. Incoming messages are free.

MTNL Directory:

With this facility you can get to know the address and telephone no. of MTNL

users.you will be charged Rs.2 per outgoing message.

STD / ISD Codes:

You don't need to look up your diary or a phone directory to find out STD and ISD

codes. You can find it directly through your Aircel phone.

Ringtones & Logos:

Now you can change the ringtone on your Aircel phone according to your moods.

You can download logos as well. With the Aircel and Yahoo! tieup you havehundreds of tunes and logos to choose from.


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For every ringtone downloaded, you will charged Rs. 7.00 (including the cost of SMS

sent). For every logo/picture message downloaded, you will charged Rs. 3.00

(including the cost of SMS sent).

Dial-in Services

Aircel brings you more conveniences at your fingertips. Use our Dial-in-Services to

check cricket scores, horoscope, up-to-the minute news and other relevant information

on services that touch your everyday life.

All Dial-in-Services carry a flat charge of Rs 6 per minute (1 min pulse).

Here's a shortlist of services you can access

Service Number

NDTV Online 123

Info Line 301

Dial-n-Deliver 306

Cricket Online 123

Tarot Line 314

Cell Rashi 315

Dial-a-Pizza 303

Dial-a-Cab 335

Voice Response Service 123

There are occasions when you may not want to take a call, or your Aircel phone

maybe busy or simply unreachable. By paying a nominal monthly access fee, you can

now retrieve your messages at your convenience. Even if you are roaming, you can


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retrieve your messages from your voice mailbox through a fixed line, anywhere on

earth.

Your Aircel voicemail can

n also record your voice signature and welcome message.

Call Management Services

There may be occasions when you need to conference with up to six people at a time

or talk to just two. Or you are speaking to someone and want to forward an incoming

call to another phone. With your Aircel phone, you can do this and more. Aircelhelps

you manage your calls effortlessly so that you stay in control of your conversations,

always.

Voice Response

Get your Aircel phone to respond directly to your commands. Custom designed to

recognize Indian voices and accents, the Voice Response service makes your life

more convenient. You can get the latest updates on news, stocks, cricket and your

horoscope. Airtime charges will be Rs.6 per minute (1 minute pulse).

Voice Messaging

Voice Messaging has become even more affordable. You can now send voice

messages to cellular phones as well as fixed telephone lines in USA or Canada for just

Rs.3.95 per min* (as against Rs.4.95 per min earlier).

Voice messages within India across select networks will cost you Rs.95 per min

only. Also, recipients of the cellular Voice Messaging service have the option of
http://www.hutch.co.in/delhihome/productsandservices/voiceMessaging.asphttp://www.hutch.co.in/delhihome/productsandservices/voiceMessaging.asphttp://www.hutch.co.in/delhihome/productsandservices/voiceMessaging.asphttp://www.hutch.co.in/delhihome/productsandservices/voiceMessaging.asp


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replying back to the messages, which get returned back as return Voice Mail

messages, facilitating two-way (though not simultaneous) voice communication.

Yahoo! Messenger For SMS

You do not have to wait to get a PC to use the Yahoo! Messenger. With the exclusive

Aircel-Yahoo! tie-up, you can easily get connected through your Aircel phone. This

unique messenger comes with a lot of exciting features. You can connect with all

Yahoo! Messenger users, send, receive and reply to instant messages, view and

manage your friend list and also manage authorization requests. All this and more just

by using SMS. You will be charged Rs. 2 per outgoing message. Incoming messagesare free.

Cell Banking

Aircel now puts the bank in your pocket with Cell Banking. Access your bank

account and transact directly on your Aircel phone by sending text messages.

The first of its kind in India, this service enables you to conduct your banking without

having to visit the bank or making a call.

You can do Cell Banking from over 90 countries worldwide.

You will be charged Rs. 2 per outgoing message. Incoming messages are free.

Roaming

Now you can always stay connected, no matter where you are. With the AircelRoaming facility, you can use your Aircel phone in over 100 countries worldwide and

over 1000 cities, towns and highways across India. Aircel Roaming makes life easy

and convenient for you.

- Aircel , one of India s leading cellular services providers, today announcedsignificant reduction in international roaming rates for its Postpaid customers

traveling to South Africa during the upcoming DLF Indian Premier League

(IPL) cricket tournament. Aircel is the official partner to DLF IPL 2009


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One number across the globe

Your Aircel phone number and PIN number remains the same whether you are in

Delhi, Chandigarh, London, Paris or anywhere else in the world.

National and International Roaming on Aircel Prepaid

Roaming on Aircel Prepaid gives you the most extensive coverage in over 1000 cities,

towns and highways across India, and in over 100 countries around the world. Enjoy

Roaming on your Aircel Prepaid card and stay in touch wherever you go.

Yahoo! Mail for SMS

You can now directly access your email account on Yahoo! Mail on your Aircel

phone. Wh at s more, you do not need a WAP enabled handset for this service as it is

based on SMS. So gain freedom from your PC and access your Yahoo! mails anytime,

anywhere on your Aircel phone. You will be charged Rs. 2 per outgoing message.

Incoming messages are free.

WAP

With WAP, you can have the Internet directly in your pocket. So if you are looking

for quick and easy delivery of information and services, your Aircel phone can show

it all. Use it to check out news, finance, shopping, entertainment, travel, entertainment

and city service information etc. To access this service all you need is a WAP enabled

handset and WAP services activated on your Aircel phone. This service comes to you

at a nominal charge of Re. 1 per minute (1 min pulse).

Group Messaging

Party invitations, movie outings, festive greetings... whatever be the occasion, you can

send your message to all your friends at one go!

With Group Messaging from Aircel, you can thus save yourself the bother of pain
http://www.hutch.co.in/delhihome/roaming/hutchprepayroaming.asphttp://www.hutch.co.in/delhihome/roaming/hutchprepayroaming.asphttp://www.hutch.co.in/delhihome/roaming/hutchprepayroaming.asp


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stakingly sending your message to one person at a time whether you are on Aircel

Prepaid or Postpaid.

Aircel4help

Aircel4help now lets you take advantage of a lot more services than before. You can

connect to the nearest fire brigade or mechanic or florist or even order a pizza. If you

are stranded in the middle of the road, or if you you need immediate medical attention

or if you are looking for a police station close by, Aircel4help gives you instant access

to your nearest source of help, anywhere in Delhi or the NCR.

All the help services are [email protected]/min . While for police and fire help only local

airtime charge is applicable.

STRENGTHS:

Aircel has its brand image and its ranking is 2nd in world. so here one thing is

conform that Aircel has good network and outstanding services that s why its users

are most after china mobiles. At gave some special packages to the attract customers.

it can offer international roaming facility more than any network in India. Financially

Aircel is strong and is able to invest heavy amount in India.

WEAKNESS:

It has to take license from TRAI and act according to rules of India due to which it

may not give its special services like 3G video calling and call to someone by hiding

your phone number.

OPPURTUNITIES:

Aircel can capture Asian market if it can grow more in India, 62% of population of

India is young and mobile phones are most commonly used by young ones. Demo

graphs of India tell us that in this company India can earn heavy amount of revenue.

So there is space for market penetration. if Aircel offers some special packages for

limited time then customer of other networks may switch. Aircel have better
mailto:[email protected]/minmailto:[email protected]/minmailto:[email protected]/minmailto:[email protected]/min


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technology so it can capture the customers of the other networks as well. With India

Aircel can capture Asia as well because of population or demography of India.

THREATS:

The current recession in market is not good for any kind of business including

telecommunication. Five cellular companies are already working in India. The

situation in is not good especially political and peace. There are a lot of uncertainties

in the country.


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Statement 5.2.which is your primary service provider?

Table 5.2 Primary service provider

options no. of respondents percentage of respondents

Aircel 68 68%

Airtel 12 12%

Vodafone 18 18%

MTNL 2 2%

total 100 100%

Figure 5.2 Primary service provider

INTERPRETATION:

According to majority of the respondents 68% have primary service provider as

Aircel.

68%

12%

18%

2%

Aircel

Airtel

Vodafone

MTNL


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Statement 5.3. Why have you chosen aircel as you service provider?

Table 5.3 Reasons for choosing Aircel

options no. of respondentspercentage of respondents

Easy availability of recharge coupans 6 6%

Better network options 14 14%

Low tariffs 64 64%

Better service 12 12%

Any other 4 4%

Total 100 100%

Figure 5.3 Reasons for choosing Aircel

INTERPRETATION:

According to the above table and figure 64% of the respondents say that Aircel charges

lowest as compared to the competitors.

6%14%

64%

12%

4% Easy availability of recharge coupans

Better network options

Low tariffs

Better service

Any other


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Statement 5.5.what kind of troubles do you face with aircel connection?

Table 5.5 troubles faced by customers


Poor network 37 37%unreasonable balance

deduction 35 35%poor customer care

response 10 10%

high tariffs 6 6%

no trouble at all 12 12%

Total 100 100%

Figure 5.5 troubles faced by customers

INTERPRETATION:

As per the above table and graph, majority of the respondents i.e 37% say that they facepoor network problem.

37%

35%

10%

6% 12%

Poor network

unreasonable balancededuction

poor customer careresponse

high tariffs

no trouble at all


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Statement 5.6.How do you find value added services of aircel?

Table 5.6 Perception about value added services


Excellent 19 19%

Good 66 66%

Average 13 13%

Poor 2 2%

Total 100 100%

Figure 5.6 Perception about value added services

INTERPRETATION:

After analyzing the above table and graph, it was identified that 66% of the respondents

found the value added services to be good.

19%

66%

13%

2%

Excellent

Good

Average

Poor


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Statement 5.7. How do you find response of customer care executive when you put a

query?

Table 5.7 Response of customer care executive

options no. of respondentspercentage of respondents

Positive 77 77%

Negative 23 23%

Total 100 100%

Figure 5.7 Response of customer care executive

INTERPRETATION:

From the above table and graph it is identified that majority of the respondents i.e 77%

are satisfied with the response of customer care executives when they had ever put a

query.

77%

23%

Positive

Negative


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Statement 5.8. Do you want to switch to any other service provider?

Table 5.8 want to switch service provider

Figure 5.8 want to switch service provider

INTERPRETATION:

From the above table and graph it was found that 89% of the respondents do not want

to switch their service provider.

11

89

0

10

20

30

40

50

60

70

80

90

100

Yes No

no. of respondents


Yes 11 11%

No 89 89%

Total 100 100%


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Conclusion and

Recommendation

i. Conclusionii. Suggestion


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Future to retain its market share

i) Aircel should look into the short comings of its customer care service.

ii) Aircel should make sure, that their prepared card should always be readily

available with the retailers.

iii) Aircel should keep on coming with attractive tariff plans.

iv) As maximum no. of users are between 20 to 28 they should specially come

out with some plans which are attractive for this segment.

v) Main advantage of WLL is its tariff plan. So GSM service providers

should try to reduce their tariff plans if possible, at least initially.

From above the details I conclude that 70% Aircel users preferred to remain with

Aircel. Also good number of users who were willing to switch from their respectivesubscribers showed interest in Aircel. Hence, these statistics imply a bright future for

the company. Also the company is now providing more services like the door to door

services which is you dial the Aircel customer care and would like to send someone

flowers the Aircel company delivers those flowers to the person concerned. Also

Aircel is providing voice mail service and free text messaging service. Call

conferencing is also another feature Aircel provides.


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customers mind. They should focus on their main line Touch Tomorrow

used in the Air Tel brand architecture.

The first come advantage

Value added services are the norm of the day. The service providers can gain a

long term advantage by consistently introducing new incentives in value added

services or

tariff structures. Every time a new scheme is launched it provides temporary edge

to the service provider over its counterpart. This temporary advantage is in terms

of the new clients it acquires who have been attracted by the offer. However aftersome time this advantage is neutralized by the other player offering something

similar. Thus it important to innovate before the competition time and again so that

one can make the short term advantage cumulatively long term and help increase

mind share as well as market share.

Corporate clientele

Since this a target market by itself its marketing methodology itself would be

different. Most organizations prefer to take services for their employees in groups.

Hence, this order becomes very big for the service provider. Personalized selling

would be the order of the day for these users. The presence in the various business

and corporate circles would also enhance Aircel brand image. Special incentives

can be given to these employees for maintaining their loyalty to the Aircel brand.

The Aircel - Aircel advantage

Aircel could lure more customers by introducing schemes in which calls from one

Aircel user to another would be possible at a reduced tariff. This would encourage

a group of users who need to communicate frequently to opt for this service only.

Also it would help in promoting bondage between the users and thus further

promote loyalty.


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New innovative packages

Aircel has to come up with new innovative packages like the CALL HOME

scheme offered by Vodafone. Such schemes launched at regular intervals will help

in maintaining customer loyalty and also attract new customers.

Collaborative schemes with other companies

Aircel can collaborate with companies like Nokia or any other hardware provider

and launch schemes like providing free airtime with every hardware instrument

bought. Exposing the customer to the brand increases the chances of the customer

being hooked on to the brand. The companies can ensure this by offering the

option of renewal of the account at the expiry of the free airtime.

Discounted products

The company has to offer more discount schemes like reducing the activation

charges or reducing the security fees. This will provide the company a competitive

edge. However this may lead to a price war. Hence the trade offs of indulging in

this exercise must be considered.

Regular freebees

Aircel can offer at regular intervals and specially at festivals schemes like free

airtime to its users, free coupons for shopping, free entry to shows etc. this would

keep the customers interested in the brand and ensure that they remain loyal to the

brand. The other competitor will also be indulging in the same hence the

effectiveness of these would depend on the timing of these offers.

Special offers

Aircel may offer special incentives and rewards to the frequent and regular users

by offering them free maintenance checks.

Free or minimal cost up gradation to a category of users who use the service over a

specified limit of airtime


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More of the e-factor

The future belongs to the net. The players who will be able to integrate the net in

their operations will lead the market. This would mean advertising over the net,

allowing an interface of the net with the cellular service. Aircel is already on the

right track as far as this is concerned. They have introduced the concept of being

able to send messages to the user like a pager message. This can be done from the

Aircel site.

Consolidate WAP

Aircel has the advantage of having introduced the WAP before its competitor

Vodafone has. They can use this as platform for taking a lead when this technology

becomes widespread. Till then it will act as bait for status conscious users who

want the latest innovations irrespective of its present application.


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BIBLIOGRAPHY

A. BOOKS:

1. PHILIP KOTLER: MARKETING MANAGEMENT

2. DENNIS ADCOCK: MARKETING PRINCIPLES & PRACTICE

3. S.R, BAJPAI: METHODS OF SOCIAL SURVEY AND

RESEARCH

4. GODDE & HATT: METHODS OF SOCIAL RESEARCH

5. W.S.JAWADEKAR: MANAGEMENT INFORMATION

SYSTEM

B. MAGAZINES: Busi ness Worl d

C. JOURNALS:

1. THE TIMES OF INDIA

2. BUSINESS STANDARD


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QUESTIONNAIRE

Respected Ma am/Sir, I am a student of BBA; given questionnaire is a part of

my project which aim to explore the need of revised methodology of

marketing strategies of Aircel.

Please spare some time and respond to these questions:

1. How many mobile connection do you have?

1)

2)

3)

more than 3

2.which is your primary service provider?

Aricel Vodafone

Airtel MTNL

3. Why have you chosen aircel as you service provider?

Easy availability of recharge coupons

Better network coverage

Low tariffs

Better service

Any other please mention

4. How do find advertisement of aircel?


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8. Do you want to switch to any other service provider?

Yes

No

9. Any suggestion you would like to recommend to aircel?................................

To Study Marketing Strategies of Aircel

Documents

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