Marketing Research

Service experience of mobile users

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By 2010 Airtel will be the most admired brand in India:

Bharti Airtel is at Number 2(Top 50 Service

Brands in India) Loved by more customers Targeted by top talent Benchmarked by more businesses

We at Airtel always think in fresh and innovative ways about the needs of our customers and how we want them to feel. We deliver what we promise and go out of our way to delight the customer with a little bit more”

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Telecom giant Bharti Airtel is the flagship company of Bharti Enterprises.

The Bharti Group, has a diverse business portfolio and has created global brands in the telecommunication sector.

Using GSM technology across 23 telecom circles

The Airtel Tele-media Services business offers broadband & telephone services in 95 cities and

Recently launched India's best Direct-to-Home (DTH) service, Airtel digital TV.

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Indian Telecom market(As per ET)

Market Revenue is projected to grow at a compound annual growth rate of 2.6 per cent from Rs 211 bn in 2008 to reach Rs 240 bn in 2013,

Revenue from voice services will continue to dominate overall fixed line services in India. But its contribution will go down from 91 per cent in 2008 to 77 per cent in 2013.

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key trends for the mobile industry in India

Subscriber growth in India will continue, driven by rural expansion, entry of newer operators, 3G and cheaper handsets.

Incumbent operators will face challenges (and opportunities) on four fronts: new operators, mobile number portability, 3G and MVNOs.

Focus on Value-added Services and Data will increase in saturated, urban markets.

Mobile VAS operators which build direct-to-consumer relationships will start emerging.

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key trends for the mobile industry in India

Flat-rate Data Plans will accelerate the use of the Mobile Internet, Social Media and Rich Media.

Operators and/or handset players will launch AppStores* to drive usage, innovation and revenues.

Mobile Payments and Commerce will come into vogue for micro-transactions.

Companies will create multi-faceted mobile presence to deepen customer relationships and drive permission-based interaction and engagement.

The Mobile will emerge as the next advertising and marketing medium - and be seen as capable of not just mass reach but also allow a high degree of targeting.

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Research we did:

Descriptive research design is a scientific method which involves observing and describing the behavior of a subject.

This research is the most commonly used and the basic reason for carrying out descriptive research is to identify the cause of something that is happening

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In our primary research

Airtel tops the charts,Rediff newsVendrol.comThe Hindu saysTele gyaan

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Why questionnaire?

Knowing what customers truly think is critical to retaining your customers – and keeping profits.

While companies invest heavily in sales and customer service, too often they cut corners and leave the very important task of understanding what will create loyal, happy customers to an insufficient or informal information collection process.

To identify the needs, wants, and expectations of customers, business is able to maximize customer satisfaction and retention.

Most importantly, a well done customer satisfaction survey will

arm company with valuable information needed to insure hard-earned customers do not go elsewhere.

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Surprisingly!!!

Acquiring new customers is 10 times more difficult and expensive than retaining existing clients.

A 10% increase in customer retention typically increases profits by 30%.

The average business does not hear from 96% of their unsatisfied customers.

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Our questionnaire basis is

How do prospects use airtel products or services?

What is their satisfaction level with airtel products, process and services currently offered?

What would they improve or change if they could?

Where do airtel customers place the highest value - service, product quality, etc.?

The prolong association with airtel.

QuestionnaireSample size: 50 respondents

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1.You Are using Airtel?

(a)Prepaid

(B) Post paid

(To segregate the data further/ice breaker.)

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2.For how long you have been using Airtel Connection ?

(A) Less than 1yr.

(B) Less than 2 yrs. (C) More than 2 yrs.

(to know the duration of relation with customer)

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3.Are you satisfied with Airtel Coverage & Service quality?

(A)Yes

(B) No

(Our basis of relation.)

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4.In case of any service related issue or bill payment you opt for?

(A)Phone helpline

(B) Go to Airtel store

(C) Online

(Contact point of the telecom business& customer )

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5.How long it takes to speak with CCE in case of phone helpline?

(A) I get connected easily. (B) Wait for less than 5secs. (C) Wait for more than 5 secs. (D) Its always an headache to get in

touch.

(Our virtual service starts from it)

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6.I find Airtel staff helpful and courteous? (At franchisee stores and Helpline)

(A)Yes

(B) No

(The way we treat customer)

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7.Are you using any of the Value added services? (Hello tune, Internet/e-mail, gaming, Mobile alerts, music downloads)

(A)Yes

(B) NO

(Our future revenue basis)

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8.Which all services you are using at least from past 3 months? (A)Hello tune, (B) Internet/e-mail, (C) Mobile alerts, (D) Music downloads

(New product/centre to work on)

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9.It is easy to get Airtel mobile recharge/bill payment?

(A)Yes

(B) no

(Our service availability in market)

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10.If the mobile Number portability (in GSM) is offered I can shift to:

(A)Vodafone

(B) Idea

(C) Reliance

(D) Aircel

(Our possible competitors)

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11. I am satisfied with the Bill Plan, it is offered as per my usage

(A)Yes

(B) No, Its highly priced

(Real satisfaction for customers)

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12. Your monthly mobile expenses

(A)Less than 500 (B) Less than1500 (C) Less than 2500 (D) More than2500

(Better product for future)

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Conclusions (We used the SPSS software for the results)

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Conclusion

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Conclusions

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Conclusion

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`Conclusions

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Conclusion

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Conclusion

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Conclusion

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Conclusion

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“A business is successful to the extent that it provides a product or service that contributes to happiness in all of its forms.”

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Thank you..

IIPM2008-10

RAJAT

It is primary research with respect to consumers' perspective. Presntation should comprise of Objective, brief introdution of the product or service ,reserach methodoly comprising of sample units, criterion of sample units, samplig tools and tools used for analysis, analysis based on data collected through interveiwing 50 respondents , compilation, analysis , presentation and interpretation of data. Questionnaire to be brought as hard copy.maximum 20 minutes to each group will be provided.presentation job to mutually distributed among all group members. Form research problem to final conclusion.

Prof. Neelam Tandon

Service experience of mobile users- Airtel