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A
Project Report
On
“Comparative analysis of
consumer satisfaction for Airtel
& Vodafone services with
specific reference to Jaipur
market.”
SUBMITTED TO-
SUMITTED BY-
PROF. KAVALDEEP DIXIT
SADHANA SINGH
(PGDM-I)
ACKNOWLEDGEMENT
I Sadhana Singh, am sincerely thankful
to all those people who have been giving
me any kind of assistance in the making of
this project report. I express my gratitude
to Prof. Kavaldeep Dixit, who has through
her vast experience and knowledge has
been able to guide me, both ably and
successfully towards the completion of the
project. I express my gratitude to
International School of informatics &
management, Jaipur. I would hereby, make
most of the opportunity by expressing my
sincerest thanks to all my faculties whose
teachings gave me conceptual
understanding and clarity of
comprehension, which ultimately made my
job more easy. Credit also goes to all my
friends whose encouragement kept me in
good stead. Their continuous support has
given me the strength and confidence to
complete the project without any difficulty.
Lastly, I would like to acknowledge my
gratitude to the respondents without
whom this survey would have been
incomplete.
-SADHANA SINGH
(PGDM-I)
CONTENTS-
Declaration
Objectives of Research
Introduction
- Telecom sector in India
- Airtel
- Vodafone
- Comparison between Airtel &
Vodafone
Research Methodology
- Type of research methodology
- Data collection method
- Method of collection
DECLARATION
Thank You,
Sadhana Singh
(PGDM-I)
OBJECTIVES OF RESEARCH –
Founded 1984
-
Product-
Products promoted by the Group include Vodafone
live!, Vodafone Mobile Connect USB
Modem, Vodafone Connect to Friends, Vodafone
Passport, Vodafone Freedom Packs, Vodafone at
Home, Vodafone 710 and Amobee Media Systems.
Between June and August 2009, Vodafone suspended
roaming charges within 35 different countries,
allowing their customers to take their standard UK
price plan abroad.
In October 2009, it launched Vodafone 360 , a new
internet service for the mobile, PC and Mac. On
February 15, 2010 Vodafone launched world's
cheapest mobile phone known as Vodafone 150, will
sell for below $15 (£10) and is aimed at the developing
world. It will initially be launched in India, Turkey and
eight African countries including Lesotho, Kenya and
Ghana.
MARKETING STRATEGIES OF
BHARTI AIRTEL-
Bharti Enterprises also manufactures and
exports telephone terminals and cordless
phones. Apart
from being the largest manufacturer of
telephone instruments, it is also the first
telecom company
to export its products to the USA. Bharti
Tele-Ventures' strategic objective is “to
capitalize on the growth opportunities that
the Company believes are available in the
Indian telecommunications market and
consolidate its position to be the leading
integrated telecommunications services
provider in key markets sin India, with a
focus on providing mobile services”.
Businesses-
Bharti Tele-Ventures current businesses
include -
• Mobile services
• Fixed-line
• National and international long distance
services
• VSAT, Internet services and network
solutions
• Broadband services with DSL and Wi-Fi
network
Competitive Strengths-
Brand Architecture:
Brand Strategy:
MARKETING STRATEGIES OF
VODAFONE-
Vodafone target the rural India
Purpose of comparison
Market segmentation
Geographical segment (metropolitans &
cities India)
Demographic segment - middle income
groups
People age group of 20 to 28 year
Target marketing
People who living in cities and towns.
Poor or middle income group people.
Youngsters in big cities.
Businessmen
Positioning
Creating brands (Shahrukh khan & Sachin
Tendulker)
Ads and promotions
Promotion for poor children.
Marketing mix
Price: low price strategy
Place: maximum outlets and service
centers
Product: verities available for various
groups
Promotion: various schemes for pre-paid
and post-paid
Market segmentation-
Geographical segment (rural India)
Demographic segment - middle income
groups
Target marketing-
People living in small towns and villages.
Poor and middle income groups.
Youngsters in big cities.
Businessmen
Positioning-
Creating brands
Ads and promotions
Marketing mix-
Price : low price strategy
Place : maximum outlets and service
centers
Product : verities available for various
groups
Promotion: various schemes for pre-paid
and post-paid
TYPE OF RESEARCH
METHODOLOGY-
EXPLORATORY:
• PRIMARY DATA
• SECONDARY DATA
PRIMARY DATA:
Primary data is that which is the collected
for the fist time and thus happen to be
originated in character.
QUESTIONNAIRE SURVEY :
In the studies a questionnaire is prepared.
The questionnaire Consists of 21 questions.
SECONDARY DATA:
METHOD OF COLLECTION-
Field procedure for gathering primary data
included observation and interview schedule
in which the questionnaires were filed by the
Interviewer.
Personal interviews through self
administered survey was done to Collect the
data, market research was undertaken, that
was accomplished by performing various
activities designed.
RESEARCH INSTRUMENT:
Questionnaire
Occupation Graph-
CUSTOMER RESPONSE
TOWARDS
QUESTIONNAIRE-
Q.1. Which brand of telecommunication you
prefer more?
Airtel
Vodafone
Q.2. How long have you been using this
brand ?
0-2 years
2-5 years
5-10 years
More than 10 years
Q.3. Are you using another brand with
airtel / Vodafone ?
Yes
No
Here are the customer responses about the
use of the Airtel product and other product
rather than Airtel. In this segment of survey
62 % of customer are aspire with Airtel and
38 % shown interest in other telecom
products in urban areas.
Proper network
GPRS
Vodafone
Q.6. Have you ever experienced the CUG (Closed
User Group) with your network ?
Yes
No
Q.7. Are you satisfied with the services of the
brand which you are using ?
Yes
No
Vodafone
Twice a week
Daily
Vodafone
Here, in this segment of survey 58% of
customers are like the schemes and offers of Airtel
& 42% like Vodafone.
Good
Excellent
According to this , people are not very happy
with the recent logo of the Airtel but still some
people are liking it.
Vodafone
SWOT ANALYSIS-
Strengths:
Weakness:
Threats:
SUGGESTIONS-
1. PRODUCT-
2. PLACE-
3.PROMOTION-
*Company must undertake extensive
promotional activities like advertisements
must be released in different Medias to
create brand awareness.
4.PRICE-
WEBSITE- www.vodafone.in
www.airtelworld.com
www.fonearena.com/blog/.../do-
you-like-the-new-airtel-logo.html
www.news.indiamicrofinance.c
om/airtel-new-logo-2010-2983y4/