1. A
PROJECT REPORT
ON
COMPARATIVE ANALYSIS OF VODAFONE AND AIRTEL
SERVICES IN JAIPUR REGION
BY
NEHA JAIN
SUBMITTED TO UNIVERSITY OF JAIPUR
IN FULFILLMENT OF
MASTERS IN INTERNTIONAL BUSINESS
JAIPUR, RAJASTHAN UNIVERSITY
(2009-2011)
2. CERTIFICATE
We hereby certify that Mr. Neha Jain is a bonafide student of our institution
passing out course of Master of International Business from University of
Jaipur for the year 2009-2011 with specialization in Marketing. The project
title “Comparative Analysis of Vodafone and Airtel Services in Jaipur
region”. The project is submitted in fulfillment of Maters in International
Business from University of Rajasthan.
This has been found fully worthy of acceptance.
Mr. Surinder Singh
(project guide)
3. ACKNOWLEDGEMENT
“No man is indispensable, but there are certain mortals without whom the
quality of work suffers. Their guidance becomes indispensable in acquiring
quality result”.
I would like to thank our faculty and my internal guide Mr. Surinder Singh,
because without his valuable guidance, encouragement and co-operation this
project could not have been possible.
I would like to thank our respected director Dr. for her valuable support.
My deepest regard to my parents who have always encouraged me in pursuit
of higher education. They have been immense source of inspiration and
support to me, as well without which completing the course of this study
could have been difficult.
NEHA JAIN
4. INDEX
Serial number Particulars Page numbers
01 Introduction 1-2
02 Executive summary 3-5
03 Industry profile 6-10
04 Company profile 11-12
05 Product profile 13-14
06 Objectives of the project 15-16
07 Research methodology 17-24
08 Data Analysis and Interpretation 25-41
09 Conclusion 42-44
10 Limitations 45-47
11 Recommendations 48-49
12 Bibliography 50-51
12 Annexure 52-60
• Questionnaire
• List of Contacts
6. INTRODUCTION
In today’s age, communication has become a necessity and mobiles help us
to do that. Today the world has simplified so much and any individual is just
a call away. This is the power of communication. Life has become really fast
and in this busy schedule mobiles keep the people in touch. Cellular market
in India is increasing rapidly. Now almost everybody has a mobile from
teenagers to old age people.
Now the cellular market in Jaipur is considered as a highly competitive one.
Price war is going on between them. But, only that company will survive
and succeed whose brand is strongly positioned in the market.
The project is done for relative study of marketing in and around Jaipur
keeping track on major competitor of Airtel i.e. Vodafone cellular services
and understand the different factors influencing the buying behavior, habits
and perception and satisfaction level of the users of both the companies have
been compared so as to find out whose brand is more strongly positioned in
the market.
2
8. EXECUTIVE SUMMARY
This project is done to get hands on experience on brand building process
and to analyze the cellular market.
GSM market in Jaipur has taken a quantum leap in the last few years. The
city’s location,climate,tradition and its image of cultural and educational
centers draw visitors in hordes, making it one of the choicest to flourish into
the most modern metropolitan of the 21st cent. Today, GSM cellular market
has no more remained a seller’s market. The main overall driving force is
the other private player in the market like Vodafone,Idea,Airtel and BSNL.
Now the cellular market in Jaipur is considered as a highly competitive one.
Price war is going on between them. But, only that company will survive
and succeed whose brand is strongly positioned in the market. Therefore an
attempt to understand the nearest competitor of Airtel i.e. Vodafone in the
Jaipur region.
OBJECTIVE.
The project is done for relative study of marketing in and around Jaipur
keeping track on major competitor of Airtel i.e. Vodafone cellular services
and understand the different factors influencing the buying behavior, habits
and perception and satisfaction level of the users of both the companies have
been compared so as to find out whose brand is more strongly positioned in
the market.
METHODOLOGY.
9. By taking into consideration the objectives of the project. Descriptive
Research is done, both primary and secondary sources of data have been
used to collect data and questionnaire method was used to do the research
work
FINDINGS AND CONCLUSION.
Loyalty towards Vodafone by their user is very high (97%) than
Airtel(69%) .This shows that users have given more brand value to
Vodafone than Airtel.
Awareness level of Airtel’s advertisement is more than that of
Vodafone.On the ground,Airtel is stronger than Vodafone.
Vodafone provides more satisfaction level to its users than as its got
lesser dislikes.
LIMITATIONS
The data related to the advertisements of vodafone and airtel not found
and were not available in the secondary sources of data restricted to
Jaipur region only. Therefore the conclusion and recommendations
drawn may not touch the exact degree of accuracy
5
11. INDUSTRY PROFILE.
Cellular Industry in India.
From the time of telegraphs Indian telecom sector has witnessed an
immense growth and has diversified into various segments like,
Fixed Line Telephony, mobile telephony, GSM, CDMA, WLL etc.
The telecom industry is growing at a fast pace introducing newer
technologies. Even the network operators and handset providers
are also coming up with newer value added services and advanced
technology cell phones with multimedia applications.
3G or 3rd generation mobile telecommunications, is a generation
of standards for mobile phones and mobile telecommunications
services fulfilling the International Mobile Telecommunications-
2000 (IMT — 2000) specifications by the International
Telecommunication Union.[1] Application services include wide-
area wireless voice telephone, mobile Internet access, video calls
and mobile TV, all in a mobile environment.
As the new technology a 3G era is building up Airtel is been the
first to enter Jaipur on 2nd March, 2011: Bharti airtel, India’s
leading telecommunications company, commenced the North
India launch airtel 3G services started with the heritage city of
Jaipur. Mr. Atul Bindal, President – Mobile Services, Bharti airtel
announced this by making the first airtel 3G call in the state to
HRH Princess Diya Kumari of Jaipur. Following this, airtel 3G
services will be rolled out across all major cities in Rajasthan in
weeks to come.
12. 7
CONTRIBUTION OF THE CELLULAR INDUSTRY TO
THE INDIAN ECONOMY.
1- WORLD CLASS INFRASTRUCTURE.
The Indian cellular industry has been instrumental in bringing to the Indian
consumer, a world class telecom infrastructure. The Indian cellular industry
is the flagbearer of the Indian liberalization process.
The largest receipent of FDI (around 2200 crores).
2- REPUTED INDIAN BUSINESS HOUSES AND
INTERNATIONAL TELECOM MAJORS.
13. The privatization of Indian cellular brought in the area some of the most
reputed business houses of the country as also biggest names in the
international telecom industry. These included-
Reputed Indian Business Houses-Birla(AT&T,
Idea),Bharti,BPL,Reliance and Tata.
International Telecom majors –AIG, CDC, EMP, Asian infrastructure
fund and others.
8
3- INCREASED CONNECTIVITY.
There are presently 42 networking operations in the country covering over
1350 cities and towns and directly servicing over 6.7 million subscribers
nationwide. Importantly, the connectivity benefits took over 33.5 Mn PSTN
subscriber of BSNL and MTNL who can now reach the cellular subscribers
“ anytime,anywhere”.
In addition, the cellular radio waves cover 28000 villages shere connectivity
can be provided at a very short notice at a very nominal increment cost.
4- EMPLOYMENT GENERATION.
14. As the 3rd and 4th cellular licenses, would start their operation and with 77
networks (42 presently and 35 new networks) on air, the employment
generated by the industry would be promising. In addition to the direct
employment generated by the networks, there is also the multiplier effect of
indirect employment generated by the supply chain consisting vendors,
suppliers, dealers etc.
5- HEAVY INVESTMENT IN INFRASTRUCTURE
Cellular industry is responsible for the single largest chunk of investment by
any individual industry. The industry has already invested over 20,000
crores and is expected to invest even more in the years to come.
9
6- REVENUE GENERATION FOR THE GOVT OF
INDIA.
Cumulative revenue that has followed to the government is already about Rs
10000 crore from license fee and service tax alone.
PRODUCT CONCEPT
First generation mobile phones had only voice facility. These were replaced
by second generation digital phones with added fax, data and messaging
services. The 3g generation technology has added multimedia facilities to 2g
phones and now talks are for the next generation mobile technology with
more advanced features i.e. 4g which is expected to hit the market by 2012.
15. THE THIRD GERNERATION.
The 3g technologies add multimedia facilities to 2g phones by allowing
videos, audios, and graphic application. Over 3g phones, you can watch
steaming videos telephony. The idea behind 3g is to have a single network
standard instead of the different types adopted in the US, Europe and Asia.
These phones will have the highest speed up to 2Mps, but only ends in the
stationary mode.With high mobility, the speed will drop to 1444 kpbs which
is only about 3 times the speed of today’s fixed telecom modems.
3G cellular sevices known as Universal Mobile Telecommunication system
will sustain higher data rate and open the door to many Internet style
application.
10
COMPANY PROFILE
16. COMPANY PROFILE
Bharti Tele ventures is one of India’s leading private sector providers of
telecommunication services based on an aggregate of 13, 763,045
customers as of July 31, 2005 consisting of 12,789,569 GSM mobile and
973,567,879 broadband and telephone customers.
The business at Bharti Tele ventures have been structured into two main
strategic business groups-the mobility leaders business group and the Infotel
business group. The Mobility business group provides GSM mobile services
across India in twenty three telecom circles , while the Infotel business
group provides broadband and telephone services ,long distance services and
enterprise services.
17. All these services are provided under the Airtel brand.
12
PRODUCT PROFILE
18. PRODUCT PROFILE
For airtel
Bharti Enterprises has successfully focused its strategy on telecom
while straddling diverse fields of business. From the creation of
'Airtel', one of India's finest brands, to becoming the largest
manufacturer and exporter of world class telecom terminals under its
'Beetel' brand, Bharti has created a significant position for itself in the
global telecommunications sector.
For Vodafone
Vodafone Essar, previously Hutchison Essar is a cellular operator in
India that covers 16 telecom circles in India [1]. Despite the official
name being Vodafone Essar, its products are simply branded
19. Vodafone. It offers both prepaid and postpaid GSM cellular phone
coverage throughout India and is especially strong in the major
metros.
14
20. OBJECTIVES
OBJECTIVES
The objective of the product can be divided into primary and secondary
objectives.
1. Primary Objective- To analyze Vodafone and Airtel brand in the Pune
region.
How the brands of both companies are positioned in market.
Awareness about the various brands of GSM cellular service
provider in the pune region.
Loyalty towards the brand.
Perception about the brand of the companies.
21. 2. Secondary objective- Advertisement diagnostic towards brand
building.
Advertisement awareness
Awareness about GSM cellular services
Possibility of other brands user to shift to Airtel.
16
RESEARCH METHODOLOGY
22. Research Methodology
Steps Process For This Study.
Step-1 To decide the To track the brand of
objectives of the Vodafone’s GSM
study. Cellular Service” in
comparison to the
Airtel’s brand in Pune
region.
Step-2 To decide the Descriptive research
research design. are applicable.
Step-3 To determine the Primary sources of
23. sources of data. data are applicable to
the project.
Step-4 To design the data Survey(questionnaire)
collection form. method is used.
Step-5 To determine Probability sampling
sampling design and is undertaken for this
sample size. project only.
Step-6 To organize and Personal interview
conduct field work. through questionnaire
is used to collect
primary data.
Step-7 To process and To locate the factors
analyze the collected responsible for the
data choice of particular
cellular services likes,
dislikes and finding
possible shifts to the
Airtel.
Step-8 To prepare the Findings and analysis
research report of the collected
information.
EXPLANATION
RESEARCH METHODOLOGY.
24. Means the method carried out to study the problem. It shows the type of
sample design used, its size and procedure used to draw the sample. The
extent of precision achieved and the method used for handling any special
problem during the course of study.
19
STEP-1
To decide the objective of the study to be carried out;
In order to reach to to the actual problem for the study following question
has been traced first.
Cellular industry is becoming very competitive?
Who is the nearest competitor of AIRTEL?
If he is doing better than Airtel, then why?
Whereas his brand is located in the mind of the customer?
And finally the problem discovered is –
To track the brand of “ Vodafone GSM cellular services” in comparison to
Airtel brand in Jaipur region.
STEP-2
25. To decide the research design:
Research design is a plan, structure and strategy of investigation conceived
so as to obtain answers to research question and to control variance.
There are three types of research design:
1. Exploratory research
2. Descriptive research
3. Casual research
20
Among the above mentioned types Descriptive research is applicable to this
research.
Descriptive research surveys and fact findings, enquiries of different kinds.
Here the researcher has no control over the variables. Only reporting is done
about what has happened or is happening.
Reasons for selecting descriptive research: As the brand of both the
companies exist already, the study is conducted to track the brand of both.
STEP-3
To determine the sources of data.
What are data sources?
26. Data sources are the data from the sources to carry out the research or
collecting fresh data to obtain results. There are two kinds of data sources:
1. Primary data: is the data, which have been, collected fresh hand and
secondary data is that which have been gathered earlier from some
other purpose.
Among the above mentioned data, primary data is applicable to this
project with secondary data relating to the sales of the various cellular
companies, acting as support to the findings.
21
Reason for selecting primary data: In terms primary data structured
questionnaire was prepared to interview the users of the cellular services in
pune region from different localities and their views and preferences
regarding VODAFONE and AIRTEL were asked.
Step- 4
To design data collection forms:
There are two types of mode to collect the data:
Observational method
Survey method
As far as the data collection method for this project is concerned designing
data collection forms is applicable. The method chosen is survey personal
27. interview(questionnaire method) was conducted to get the response from the
user of the cellular services who were respondents of this project. Structured
questionnaire was used for this project where the listing of question is in a
pre-arranged order.
Step- 5
To determine sampling design and sample size
In this, the decision regarding whether the information is to be collected
from all the people comprising the population. There are two types of
surveys:
22
SAMPLE SURVEY
CENSUS SURVEY
For this project random and area sampling was used.
SAMPLE SIZE – 100
The sample lot was segmented on the basis of occupation, age and other
parameter as per company recruitment:
1) Occupation of the respondent
• Business
• Corporate
• Service class
• Students
28. 2) Age
3)Both users as well as non users of cellular services were selected.
Step-6
To organize and conduct field survey
Once the questionnaire was prepared a list of all localities was
prepared which would represent the whole of Jaipur city.
23
On the basis of this list, the survey was conducted by visiting various
localities that would represent all types of people.
Step-7
To process and analyses the collected data
The study of
Perception about the brand of Vodafone and airtel in the mind of
cellular user.
The advertisement diagnostics of the companies.
Churns possible or possible shift to airtel by the non users of airtel
cellular services.
Step-8
The report has been prepared according to the report writing principles. The
best effort has been tried to maintain objectives, coherence, clarity in the
presentation of ideas and judicious use of charts and graphs to simplify
comprehension.
30. DATA ANALYSIS
General awareness about GSM Services
Awareness about various Phone Services
Q1.Total Awareness about various GSM Services:
Respondents: 100
Table 1.1
Category Base Spontaneous Percentage (%)
Pre-Paid 100 100 100
Post-Paid 100 100 100
WLL 100 96 96
LAND Line 100 100 100
Graph 1.1
31. A areness about cellular services
w
100 100 100
Percentage 100
99
98
97
96
96 Series'
95
94
Pre- Post- WLL LA ND
Paid Paid Line
Services
26
Interpretation:
• All the respondents are aware of GSM services (Pre-Paid and Post-Paid)
• 4% respondents are not aware of WLL services.
Q2. Trial Conversion Rate between Pre-paid, Post paid, WLL,
Landline:
Respondents: 100
Table 2.1
Category Respondents Metrics in Percentage (%)
Pre-Paid 92
Post-Paid 88
WLL 15
Land Line 100
32. Graph 2.1
Trial Conversion Rate
Land
100
Line
WLL 15
Services
Series'
Post-
88
Paid
Pre-Paid 92
0 50 100 150
Percentage
27
Interpretation:
• As Pre-Paid services may be cheaper initially than any other services,
92% of the total respondents have tried Pre-paid GSM cellular services.
• Out of 100, 88% respondents have tried Post-paid cellular services.
• As WLL is a new technology in the market, only 15% respondents were
attracted.
• As Land Line is a basic phone service which all are aware of, have tried
the same.
Q3. Loyalty Ratio between Pre-paid, Post paid, WLL,
Landline: (Based=Tried)
Respondent includes those respondents who have tried the service. It differs
from service to service and the base is taken from the previous Trial
Conversion Ratio Table.
Respondents: 100
33. Table 3.1
Category Base Using Percentage (%)
Pre-Paid 92 19 21
Post-Paid 88 72 82
WLL 15 8 53
Land Line 100 98 98
28
Graph 3.1
Loyalty Ratio
Land Line 98
WLL
Services
53
Series'
Post-Paid 82
Pre-Paid 21
0 20 40 60 80 100 120
Percentage
Interpretation:
• 21% of the total who have tried Pre-paid are still using Pre-paid services.
82% of the tried are still using Post-paid cellular services.
34. • 98% of the tried are still using Land Line phone service. 2% people have
left using Land Line phones.
Brand Awareness, Brand Perception and Brand Loyalty:
Q4. BRAND AWARENESS OF VODAFON, AIRTEL, IDEA,
BSNL:
Respondents: 100
Table 4.1
Brand Respondents Metrics Percentage (%)
Vodafone 100
Airtel 100
Idea 100 Graph 4.1
BSNL 100
29
Brand Awareness Base
Percentage
120
Awareness in Percentage
100
80
60
40
20
0
Vodafone Airtel Idea BSNL
Brand
Interpretation:
• All the total respondents in the sample are about the various GSM service
providers.
• It shows the advertisement effectiveness of the private players moreover.
• BSNL is also popular being Govt. service provider as it is comparatively
cheap.
35. Q5. Trial Conversion Rate of different service providers:
Respondents: 100
Table 5.1
Brand Respondents Metrics Percentage (%)
Vodafone 30
Airtel 35
Idea 8
BSNL 35
30
Graph 5.1
Trial Conversion Rate
Series1
40%
35% 35%
35%
30%
30%
Percentage
25%
20%
15%
10% 8%
5%
0%
e
L
l
a
rte
n
N
e
fo
Id
BS
Ai
da
Vo
Brand
Interpretation:
36. • It is observed from above graph that BSNL and Airtel are most popular
and effective as 35% people in both are falling in brand user category.
• But still 30% users are using Vodafone.
• 8% out of them are using Idea.
Q6. Brand Loyalty Ratio of different service providers:
Respondent: Number of Respondents who have tried the brand in previous
question analyzed. (Tried respondents of previous analysis is used as base).
31
Table 6.1
Brand Base=Tried Using Percentage (%)
Airtel 35 24 69
Vodafone 30 29 97
IDEA 8 14 175
BSNL 35 24 69
Graph 6.1
37. Brand Loyalty
200 175
Percentage
150
69 97 69
100 Series'
50
0
Airtel
Idea
BSNL
Vodafone
Brand
Interpretation:
• Brand loyalty towards Idea can be highly observed as 175% of the tried
are using the same only.
• Only 3% users of Vodafone have left the same, 97% loyalty can still be
observed.
• 69% loyalty can be observed in both BSNL and Airtel.
It shows that Vodafone’s brand is stronger than Airtel’s brand among the
users of GSM cellular phone services.
32
Q7. Awareness about Value Added Services of Airtel and
Vodafone:
Respondents: 100
Table 7.1
Services Vodafone Airtel
SMS 100 100
MMS 58 60
Roaming 100 100
Close User Group 71 71
38. UMS 92 92
WAP 52 52
Cheaper STD and ISD 78 67
Misc. Services 85 85
Graph 7.1
Awareness about Value Added Services
120
100
Percentage
80
60
40
20
0
D
up
g
S
S
S
P
es
IS
in
M
M
SM
A
ro
ic
m
U
M
W
d
rG
rv
an
oa
Se
R
se
TD
c.
U
S
is
se
Vodafone
er
M
lo
ap
C
he
Airtel
C
Services
Interpretation:
For Vodafone:
• All respondents were fully aware of SMS and Roaming facility.
33
• 78% knew about cheaper STD and ISD facility but 22% needed aid to
know about the same.
• 58% of Vodafone users know about MMS.
• 71% users are aware about close user group service.
For Airtel:
• Here also all respondents were fully aware of SMS and Roaming facility.
• Here only 2 respondents needed aid to know about cheaper STD and ISD
facility.
39. • 92% people know about UMS facility.
• 60% users of Airtel know about MMS.
Q8. Advertisement Diagnostics of Airtel and vodafone:
Respondents: 100
Table 8.1
Brand Percentage (%)
Vodafone 84
Airtel 92
34
Graph 8.1
40. Advertisement Awareness
Series'
Airtel 92
Brands
Vodafone 84
80 85 90 95
Percentage
Interpretation:
• 92% are aware about Airtel whereas only 84% are aware about
Vodafone. It shows that awareness level of Airtel advertisement is
stronger than that of Vodafone.
Q9.Media Recall Rate of Airtel and Vodafone:
Respondents: The respondents who were aware of advertisement in previous
question analyzed, are the respondents for this analysis.
Table 9.1
Brand Percentage (%)
Vodafone 84
Airtel 92
35
For Vodafone:
Table 9.1.1
41. Media Base Recall Percentage(%)
T.V 84 84 100
Newspaper 84 84 100
Magazines 84 80 95
Radio 84 15 18
Kiosks 84 84 100
Friends & Relatives 84 84 100
For Airtel:
Table 9.1.2
Media Base Recall Percentage(%)
T.V 92 92 100
Newspaper 92 92 100
Magazines 92 75 82
Radio 92 12 13
Kiosks 92 92 100
Friends & Relatives 92 92 100
Graph 9.1
Media Recall Rate Vodafone
Airtel
120
100
Percentage
80
60
40
20
0
r
o
s
V
es
ks
pe
di
ive
T.
os
in
Ra
pa
at
az
Ki
ws
el
ag
R
Ne
M
&
s
nd
ie
Fr
Media
36
Interpretation:
For Vodafone:
• 29% of the people who are known to advertisements have not seen
Vodafone’s advertisements in magazines.
42. • Only 18% have heard advertisements on radio.
For Airtel:
• Only 18% people have not seen Airtel’s advertisement in magazines.
• Only 13% of the people have heard Airtel’s advertisement on radio.
Q10. Advertisement Recall Rate of Airtel and Vodafone:
Respondents: The respondents who were aware of the advertisement are the
base for the analysis that includes 84 respondents for Vodafone and 92
respondents for Airtel.
Table 10.1
Brand Respondent Metrics (%)
Vodafone 51
Airtel 86
Graph 10.1
Advertisement Recall Rate
100
80
Percentage
60
40
20
0
Vodafone Airtel
Brands
37
Interpretation:
• 51% of people were able to recall about the advertisement of
Vodafone.
43. • 86% of people have been able to recall about the advertisement of
Airtel.
11. Users choosing respective cellular services:
How customers differentiate between Vodafone and Airtel? Customers using
Vodafone and Airtel cellular services form the base and these are 29
respondents for Vodafone and 24 for Airtel.
Main reasons for using the respective cellular service:
Table 11.1
Reasons Vodafone Airtel
Respondent Respondent
Metrics (%) Metrics (%)
Connectivity 100 100
Coverage 83 100
Customer Care 66 75
Schemes 93 83
Advertisement Popularity 38 88
Roaming 76 96
Clarity 79 100
SIM Memory - 100
Easy Usage of Added Services 31 54
38
Graph 11.1
44. Main Reasons For Using The Respective Cellular Service
120 Vodafone
100 Airtel
Percentage 80
60
40
20
0
Advertisement
Connectivity
Customer
Easy Usage
Clarity
of Added
Services
Popularity
Care Reasons
Interpretation:
• 17% of the Vodafone users are not satisfied by its coverage area.
• 75% users are happy with the customer care of Airtel whereas only 66%
of Vodafone users said the same.
• 93% users are using Vodafone due to its attractive schemes whereas this
is only 83% in case of Airtel users.
• 38% like Vodafone due to advertisement popularity whereas this is 88%
in case of Airtel.
• 76% like Vodafone due to it’s roaming facility whereas this is 96% in
case of Airtel.
• Voice clarity is 100% in Airtel whereas only 79% users are satisfied with
the voice clarity of Vodafone because MHz of Airtel SIM card is more
than that of Vodafone.
• Airtel provides 32K SIM whereas no such feature in Vodafone.
• 31% Vodafone users are using value added services whereas 54% of
Airtel users avail this facility.
39
Q12. Possible Churns of Airtel:
45. Shift to Airtel if not using Airtel:
Respondents: 71
Table 12.1
Response Respondent Metrics (%)
Yes 35
No 31
Can’t Say 34
Graph 12.1
Possible Shift to Airtel
34 35
Yes
No
Can’t Say
31
Interpretation:
• 35% of total GSM users (which are not using Airtel GSM cellular
Service) would like to shift to Airtel.
• 31% want to remain in the existing cellular service.
• 34% people can’t decide, whether to switch over to Airtel or continue
their existing cellular service.
40
Q13.Would you Recommend Airtel to others:
Respondents: 100
46. Table 13.1
Response Respondent Metrics (%)
Yes 52
No 37
Can’t Say 11
Graph 13.1
Recommend Airtel to others
11
Yes
52 No
37 Can’t Say
Interpretation:
• 52% of Airtel users will recommend it to others (who are not using
Airtel GSM cellular Service).
• 37% won’t recommend Airtel to others.
• 11% people can’t comment as they might be either using WLL or not
using any phone service.
41
48. Conclusion
General awareness about various phone services.
When this survey had conducted WLL and CDMA technology had already
came to the market but still product profile of these technologies are such
that people are not happy with it and prefer to use post paid GSM cellular
services. After basic phone(LAND LINE) maximum respondents are having
post piad connection. 72% are using post paid connection for out going calls,
which is giving competition to the basic phones i.e. 79%.
Brand related issues
1. awareness level of each player and the mobile phone region is 100%
out still maximum respondents(35%) have tried airtel and bsnl. It
shows that initially airtel managed to beat vodafone(30%). But loyalty
towards vodafone by its user was very high(97%) than airtel(69%).
This shows that users have given more brand value to vodafone than
airtel.
2. Added services of vodafone are found to be superior than airtel
service(cheaper STD/ISD facility)
Advertisement diagnostics
1. Awareness level of airtel’s advertisements is more than vodafone.
2. Media recall rate of airtel is superior then of vodafone.
3. Advertisements see and hear recall of airtel has been found. Rate of
punch line recall, scenes recall of airtel is more.
43
49. 4. Therfore it can be concluded that on advertising ground airtel is
stronger than vodafone.
Perception and satisfaction level
1. Likes of airtel users are more than vodafone users on the ground of
coverage, customer care, advertisement, popularity roaming, voice
clarity, sim memory etc. due to strong product feature like -64k SIM
card high Mhz for better sound clarity.
2. Still likes can be digested but dislikes can’t. the dislikes of airtel users
highly observed in the areas of high mobile traffic, hidden billing and
limited communication with the customers, SIM is not working in the
old handsets, over advertisements and dead spots, which sre critical
one.
3. Therefore it can be concluded that vodafone provide more satisfaction
level to its users than airtel as it has got lesser dislikes.
Possible churnes and intention to recommend airtel to others
1. 35% respondents said that they would like to shift to airtel but 31%
said that they would not, 52% respondents would recommend airtel to
others and 7% will not.
2. Therfore it can be concluded that airtel is gripping its good foothold in
pune region nearly half of mobile user in pune region are impressed
by airtel brand, the high degree churned can be obtained. But if we see
vodafone users they are satisfied and they fall in other half, who will
not shift or change their existing cellular services.
Sales survey: Over a period of time sales data of the vodafone has
shown better brand impact than airtel.
51. Limitations
1. Since the respondents were of such kind either having their business
or servicing or busy elsewhere, data has to be collected according to
their time and convenience and management becomes a major hurdle.
2. All interview process had to be done in brief, out properly as
respondents have a tendency to wander away from the subject.
Respondent tend to start speaking about other cellular companies and
start making comparison or become aggressive.
3. Although due care has been taken about timings when the respondents
are mentally available for the response i.e.
Corporate – lunch timings, morning hours.
Business people – morning hour
Service class – evening
But also a presence of seriousness to fill the questionnaire was absent
due to their busy schedule.
Although the efforts had done to make the questionnaire very brief and
feasible to respond, but also is same question about:
Advertisement recall or
Would you like to shift to airtel?
Response is vague or can’t say was observed highly.
Therefore question about the comparison of vodafone and airtel, some
respondents were confused and failed to answer.
52. 4. The data related to the advertisements of vodafone and airtel not
found and were not available in the secondary sources of data. But
also best effort has been taken to collect the information about variety
of advertisement available.
46
5. As to conduct the survey about the brand. It is very difficult to
categorize the brand into other sub brand for the survey of the
respective companies.
Prepaid
Postpaid
6. The analysis and recommendations have been given on the basis of
survey of 100 respondents which may not represent the full market i.e.
pune region.
7. The survey was restricted to pune region only. Therefore the
conclusion and recommendations drawn may not touch the exact
degree of accuracy.
54. Recommendations
• The education level of the customers is getting higher and higher.
People prefer to keep mobile than of LAND LINE. So airtel has got
lot of scope to capture the market, as airtel is not much old in the
maharashtra circle. Moreover the market share of airtel is the lowest
one, but with it strong product feature and with a slight price slash it
can get the churns from the other companies.
• As the tie up of airtel with singtel for ISD calls, airtel can attract those
customers whose ISD calls are more by publishing this issue as USP
airtel can have more customer of ISD user category.
• Advertisement diagnostic of airtel is far better than vodafone
moreover people treat it as over advertisement so, the company can
save advertisement expenses and use the same for providing more
value added services and free schemes like free SMS,free night
calling and airtel to airtel happy hours calling in day duration.
• Airtel should look upon its technical side of service backup like
mobile traffic, hiden billing, SIM not working in the old mobile
phones,dead spots. The better retention, strong brand value and brand
equity can be fetched from the market because as users like towards
55. airtel are sufficient enough but it should try to minimize its dislikes
which is due to poor technical support to service.
49
BIBLIOGRAPHY
59. Address:
___________________________________________
___________________________________________
___________________________________________
_______________
Age:
a) Below 20 b)20-30 c)30-40 d)40-50 e)Above
50
Occupation:
a) Industry b)services c)business
d) student e)others____________
Q1. Describe the cell phone usage for you?
a)status b)trend
c)necessity d)can’t say
53
Q2. What is the status for following service for yourself?
Tried Still Using
1. GSM:-
Pre-paid
Post-paid
2. WLL
3. Land line
60. Q3. How many connections do you have in your household
or company(for which you are paying the bills)? Please tick
a) 1 b) 2 c) 3 d) 4 e) 5 f) If>5
Please
Specify
Pre-
paid
Post-
paid
WLL
Land
line
Q4.which of the various GSM services you are aware of?
Tried Still Using
Vodafone
Airtel
Idea
Bsnl
54
Q5.what kind of value added service are you aware of?
(5.1) FOR VODAFONE: please tick
Tried Still using
1. Sms
2. mms
3. roaming
4. cug
61. 5. Unified messaging services
• Voice mail
• E-mail
• Text etc.
6. WAP
7. Cheaper STD and ISD
8. Misc. services
• Clip
• SIM replacement
• Call conferencing
(5.2) FOR AIRTEL: please tick
Tried Still using
1. Sms
2. mms
3. roaming
4. cug
5. unified messaging services
• voice mail
55
• e-mail
• text etc.
6. WAP
7. Cheaper STD and ISD
8. Misc. services
• Clip
• SIMreplacement
62. • Call conferencing
Q6. Do you remember any advertisement of?
VODAFONE AIRTEL
Yes No Yes
No
If marked “NO”: in any of the cases of 7.1 then shift to Q9.
and proceed.
(6.2) Where have you seen/ heard it? Please tick for both
VODAFONE AIRTEL
1. T.V.
2. Newspaper
3. Magazine
4. Radio
5. Kiosks
6. Friends or
relatives
7. Others
56
Q7. how will you differentiate your cellular service on
following parameters?
REASONS VODAFONE AIRTEL
1 2 3 4 5 1 2 3 4 5
CONNECTIVITY
63. COVERAGE
CUSTOMER CARE
SCHEMES
ADVERTISEMENT
POPULARITY
ROAMING
CLARITY
SIM MEMORY
EASY USAGE OF
ADDED
SERVICES
Q8..would you like to buy new connection of airtel if
you are not using any cellular service.
YES NO
Shift to airtel if you are using cellular service other than
airtel?
YES NO
recommend airtel to your friends or colleagues or relatives
or anyone else
YES NO
57
List of contacts
S.No Name of Person
1. Akshay jain
2. Rahul rathi
3. Kaanchan phadtare
4. Siddharth prasad
5. Shiv gunjal
