Advertising Strategy of Airtel

7/31/2019 Advertising Strategy of Airtel

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A

Project Report

On

ADVERTISING STRATEGIES OF BHARTIAIRTEL "

BACHELOR OF BUSINESS

ADMINISTRATION

SUBMITTED BY:-

CHANDRABHAN THAKURBBA VI

thSem

Roll No. : C-2207

SUBMITTED TO

Mr.ANIKET KALE

Lecturer


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NEED OF THE STUDY

____________________________________________________________

1. To identify the difference between market performance of Airtel industry and Other Infocomm.

2. To study the market of Airtel Industry and Reliance Infocomm. On big scale sector.

3. To compare various parameters of marketing strategies, manufacturing process, technology

Adopted , production policy, advertising, collaboration, export scenario,

future prospect for the two companies and government policies. 4. To study the level of

customer satisfaction in Airtel & Other Infocom.

5. To study customer buying behavior and factors which influence the purchase decision process.

6. To study consumer preferences.

7. To study the consumer trend in telecommunication sector.

8. To study competitive marketing strategies adopted by Airtel and

Other Infocomm.


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OBJECTIVES OF THE STUDY

_______________________________________________________________

Every organization has to achieve its organization goals. For this it is very

essential for an organization to know about the view of consumers and

their competitive products. This survey research may be also aimed as to

estimate potential buyer for the product. The objective of the study is as

under:-

To know about customer acceptance of the product

To suggest the steps for the sales promotion of the product

To study the requirement regarding to the future of the product

To analysis the consumer perception about the quality of the services

To find out solution of customers problems.

To know how the company has been successful in encountering theaggressive marketing strategies of competitors


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SCOPE OF THE STUDY

_______________________________________________________________

conduct this research the target population was the mobileusers, Who are using GSM technology.

Target geographic area. Sample size of 50 was takenTo these 50 people a questionnaire was given, the questionnaire

was a combination of both open ended and closed ended

questions.

The date during which questionnaires were filled.Some dealers were also interviewed to know their prospective.

Interviews with the managers of GSM service providers were also

Conducted.

Finally the collected data and information was analyzed andcompiled to arrive at the conclusion and recommendations given.


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DEFINITIONS________________________________________________________________________

Definition of Advertising

Advertising is bringing a product (or service) to the attention of potential and current customers.

Advertising is focused on one particular product or service. Thus, an advertising plan for one product

might be very different than that for another product. Advertising is typically done with signs,

brochures, commercials, direct mailings or e-mail messages, personal contact, etc.

Definition of Promotion

Promotion keeps the product in the minds of the customer and helps stimulate demand for the product.

Promotion involves ongoing advertising and publicity (mention in the press). The ongoing activities of

advertising, sales and public relations are often considered aspects of promotions.

Definition of Marketing

Marketing is the wide range of activities involved in making sure that you're continuing to meet the

needs of your customers and getting value in return. Marketing is usually focused on one product or

service. Thus, a marketing plan for one product might be very different than that for another product.

Marketing activities include "inbound marketing," such as market research to find out, for example,

what groups of potential customers exist, what their needs are, which of those needs you can meet, how

you should meet them, etc. Inbound marketing also includes analyzing the competition, positioning your

new product or service (finding your market niche), and pricing your products and services. "Outbound

marketing" includes promoting a product through continued advertising, promotions, public relations

and sales.

Marketing strategy

Marketing strategy is a process that can allow an organization to concentrate its limited resources on

the greatest opportunities to increase sales and achieve a sustainablecompetitive advantage. A

marketing strategy should be centered around the key concept that customer satisfactionis the main

goal.
http://en.wikipedia.org/wiki/Competitive_advantagehttp://en.wikipedia.org/wiki/Competitive_advantagehttp://en.wikipedia.org/wiki/Competitive_advantagehttp://en.wikipedia.org/wiki/Customer_satisfactionhttp://en.wikipedia.org/wiki/Customer_satisfactionhttp://en.wikipedia.org/wiki/Customer_satisfactionhttp://en.wikipedia.org/wiki/Customer_satisfactionhttp://en.wikipedia.org/wiki/Competitive_advantage


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Marketing strategy is a method of focusing an organization's energies and resources on a course of

action which can lead to increased sales and dominance of a targeted market niche. A marketing strategy

combines product development, promotion, distribution, pricing, relationship management and other

elements; identifies the firm's marketing goals, and explains how they will be achieved, ideally within a

stated timeframe. Marketing strategy determines the choice of target market segments,

positioning,marketing mix, and allocation of resources. It is most effective when it is an integral

component of overall firm strategy, defining how the organization will successfully engage customers,

prospects, and competitors in the market arena.Corporate strategies, corporate missions, and corporate

goals. As the customer constitutes the source of a company's revenue, marketing strategy is closely

linked withsales. A key component of marketing strategy is often to keep marketing in line with a

company's overarchingmission statement

Basic theory:

1. Target Audience2. Proposition/Key Element3. Implementation

Types of strategies

Marketing strategies may differ depending on the unique situation of the individual business. However

there are a number of ways of categorizing some generic strategies. A brief description of the most

common categorizing schemes is presented below:

Strategies based onmarket dominance- In this scheme, firms are classified based on their marketshare or dominance of an industry. Typically there are four types of market dominance strategies:

Leader Challenger Follower Nicher
http://en.wikipedia.org/wiki/Marketing_mixhttp://en.wikipedia.org/wiki/Marketing_mixhttp://en.wikipedia.org/wiki/Marketing_mixhttp://en.wikipedia.org/wiki/Strategic_managementhttp://en.wikipedia.org/wiki/Strategic_managementhttp://en.wikipedia.org/wiki/Strategic_managementhttp://en.wikipedia.org/wiki/Saleshttp://en.wikipedia.org/wiki/Saleshttp://en.wikipedia.org/wiki/Saleshttp://en.wikipedia.org/wiki/Market_dominancehttp://en.wikipedia.org/wiki/Market_dominancehttp://en.wikipedia.org/wiki/Market_dominancehttp://en.wikipedia.org/wiki/Market_dominancehttp://en.wikipedia.org/wiki/Saleshttp://en.wikipedia.org/wiki/Strategic_managementhttp://en.wikipedia.org/wiki/Marketing_mix


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Porter generic strategies- strategy on the dimensions of strategic scope and strategic strength.Strategic scope refers to the market penetration while strategic strength refers to the firms

sustainable competitive advantage. The generic strategy framework (porter 1984) comprises two

alternatives each with two alternative scopes. These areDifferentiation and low-cost leadership each

with a dimension ofFocus-broad or narrow.

Product differentiation Cost leadership Market segmentation

Innovation strategies - This deals with the firm's rate of the new product development and businessmodel innovation. It asks whether the company is on the cutting edge of technology and business

innovation. There are three types:

Pioneers Close followers Late followers

Growth strategies - In this scheme we ask the question, How should the firm grow?. There are anumber of different ways of answering that question, but the most common gives four answers:

Horizontal integration Vertical integration Diversification Intensification
http://en.wikipedia.org/wiki/Porter_generic_strategieshttp://en.wikipedia.org/wiki/Porter_generic_strategieshttp://en.wikipedia.org/wiki/Product_differentiationhttp://en.wikipedia.org/wiki/Cost_leadershiphttp://en.wikipedia.org/wiki/Market_segmentationhttp://en.wikipedia.org/wiki/Business_model_innovationhttp://en.wikipedia.org/wiki/Business_model_innovationhttp://en.wikipedia.org/wiki/Pioneershttp://en.wikipedia.org/wiki/Pioneershttp://en.wikipedia.org/wiki/Business_model_innovationhttp://en.wikipedia.org/wiki/Business_model_innovationhttp://en.wikipedia.org/wiki/Market_segmentationhttp://en.wikipedia.org/wiki/Cost_leadershiphttp://en.wikipedia.org/wiki/Product_differentiationhttp://en.wikipedia.org/wiki/Porter_generic_strategies


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INTRODUCTION

A brief history of tele sector in India

_______________________________________________________________

In the early 1990s, the Indian government adopted a new economic policy aimed at improving India's

competitiveness in the global markets and the rapid growth of exports. Key to achieving these goals was

a world-class telecom infrastructure.

In India, the telecom service areas are divided into four metros(New Delhi, Mumbai, Chennai and

Kolkatta) and 20 circles, which roughly correspond to the states in India. The circles are further

classified under "A," "B" and "C," with the "A" circle being the most attractive and "C" being the least

attractive. The regulatory body at that timethe Department of Telecommunications (DOT)

allocated two cellular licenses for each metro and circle. Thirty-four licenses for GSM900 cellular

services were auctioned to 22 firms in1995. The first cellular service was provided by, Modi Telstra in

Kolkatta in August 1995. For the auction, it was stipulated that no firm can win in more than one metro,

three circles or both. The circles of Jammu and Kashmir and Andaman and Nicobar had no bidders,

while West Bengal and Assam had only one bidder each.

In 1996, the Telecom Regulatory Authority of India (TRAI) bill was

introduced in the Lok Sabha, and the president officially announced

The TRAI ordinance on 25 January 1997. The government decided to set up TRAI to separate

regulatory functions from policy formulation, licensing and telecom operations. Prior to the creation of

TRAI, these functions were the sole responsibility of the DOT.

High license fees and excessive bids for the cellular licenses put tremendous financial burden on the

operators, diverting funds away from network development and enhancements. As a result, by

1999many operators failed to pay their license fees and were in danger of having their licenses

withdrawn. In March 1999, a new telecom policy was put in place (New Telecom Policy [NTP] 1999).

Under this new policy, the old fixed-licensing regime was to be replaced by a revenue-sharing scheme

whereby between 8-12 percent of cellular revenue were to be paid to the government.


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1.1 INDIAN CELLULAR MARKET - EARLIER ROADBLOCKS

AND THEIR RESOLUTION

Indian Cellular market immediately after the first round of licensing in 1994-96 was beset by several

problems for 3 - 4 years till the New Telecom Policy of 1999 was announced. Some of these roadblocks

/ current position is tabulated below:

ROADBLOCKS

CURRENT POSITION

High license fees

Migration to revenue sharing mode in 1999 mitigates high initial

fund requirements for payment of license fees.

Inadequately funded businesses / weak and fragmented promoters

Businesses that have since been adequately funded growing at over 60% per annum, while businesses

with weak promoters are continuing to languish - spate of acquisitions / mergers, with 4/5major groups

emerging in the last one/two years.

Regulatory authority not in place

Telecom Regulatory Authority of India (TRAI) firmly in place, and its role being accepted by all

operators; Deptt of Telecommunications(DOT) restructured, with operations and policy making rolesvested in different bodies.

Issues relating to unfavorable interconnect terms for private operators, pass through income, intra circle

long distance, spectrum availability and allocation and the like remained unresolved for long periods.

Interconnect terms since rationalized, risks on pass through income to DOT / BHARTI (Mahanagar

Telecom Nigam Ltd.) resolved to the satisfaction of all parties with changes in methodology / revenue

sharing, intra circle long distance allowed, spectrum availability cleared with vacation of frequencies for

usage by GSM operators.

Problems in Financial closures due to:

Licensing tenure of 10 years Large up front cash requirements from promoters due to

heavy license fee burden in initial stages of deployment Asset

based financing approach by Indian Financial Institutions.


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Licensing tenure increased from 10 to 20 years. Large up front cash requirements for license fee payments mitigated with migration to revenue

sharing mode allowing promoters to deploy more capital for capital expenditure; project

financing being considered by most financial institutions

Foreign ownership / change of partner limitations

Foreign ownership norms clarified, and change of partners allowed as a matter of routine allowing ease

of entry / exit - paves the way for full control of businesses by foreign companies.

Inadequate growth of market / subscribers

Roadblocks spelt out earlier resulted in low market / subscriber growth, but with corrective measures

taken, market / subscriber base expected to zoom.

1.2 DEVELOPMENTS IN THE CELLULAR INDUSTRY

The interconnection regime between cellular operators and fixed-

line operators is still biased against the former.Despite the recent gains of the cellular industry, not everything is rosy. The cellular penetration rate is

still very low at 0.8 percent in a nation of over one billion people.

In recent years, many foreign companies had pulled out from their cellular joint ventures in India due to

the difficult operating environment and bureaucracy. In 1999 alone, Swisscom pulled out from Sterling

Cellular, Telstra from Modi Telstra and both the Telecom Organization of Thailand and Jasmine

International from JT Mobile. In 2000, Telecom Malaysia sold its stake in Usha Martin Telecom, and

both Shinawatra of Thailand and Bezeq exited from Fascel. In June 2001, British Telecom exited from

Bharti Cellular.Bell South International has also indicated its intention to pull out fromSky cell

Communications, and Hong Kong-based Distacom is seeking to sell its stake in Spice Communications.

First Pacific's(based in Hong Kong) continued commitment to Escotel is uncertain, and the former is

reviewing various options.

The string of sell-outs notwithstanding, there has been a merger and acquisition wave sweeping across

the Indian cellular industry in recent years. Hong Kong-based Hutchison Whampoa, via Hutc his on

Telecommunications (HK), acquired major stakes in Sterling Cellular (December 1999), Usha Martin


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Telecom (mid-2000)and Fascel (September 2000). Through a partnership with local company, Kotak

Mahindra Finance, Hutchison Whampoa practically controls Fascel and Usha Martin Telecom, thus

circumventing the49 percent limit on foreign ownership in Indian cellular operators. Hutchison

Whampoa is also the controlling shareholder of Hutchison Max Telecom. Not to be outdone, Bharti

Enterprisesanother major cellular playeracquired control of JT Telecom, which was later renamed

Bharti Mobile (December 1999), and Skycell Communications renamed Bharti Mobinet (August 2000).

Bharti also acquired the Punjab license of Essar and started operations, giving competition to the lone

operator there, Spice Communications. Going forward, Bharti is likely to merge all its cellular

companies into one entity.

Five companies together bid Rs16.3 billion to bag the licenses for the fourth operator slots in four

metros and 13 circles. Bharti emerged as the No. 1 bidder with eight new licenses, followed by Escotel

with four, Hutchison with three, and Reliance and Idea cellular with one each. Bharti and Hutchison

have already commenced operations in all the circles while Idea is set to launch in Delhi. Escotel and

Reliance have not made any headway.

BHARTI, the third cellular operator for Delhi and Mumbai, started services in March 2001. BSNL, as

the third nationwide cellular operator, launched services in Kolkatta and Bihar in January 2002.This was

followed by Tamil Nadu in July 2002. A nationwide launch was scheduled for 2 October 2002.

However, this has been postponed until after mid October. Once BSNL rolls out its service, most

telecom circles will have four cellular operators. There will be tremendous competitive pressure, which

will result in lower tariffs. Future rate cuts are expected, which will drive demand, together with falling

handset prices and the introduction of prepaid services.

In the midst of declining interest in technology stocks, Bharti came out with its long-awaited initial

public offering (IPO) in January 2002.Leveraging on the success of its cellular service, the company got

a very good response from the primary market. The total size of the IPO was 185 million shares at a

floor price of Rs10. The issue was oversubscribed by more than 2.5 times, netting Rs8.3 billion. Thiswill be used to fuel its investment in long-distance, basic and cellular services.

As of October 2002, only BPL Mobile has launched commercial general packet radio service (GPRS) in

Mumbai. However, large-scale uptake remains elusive. While both Bharti and Idea have GPRS-enabled

networks, there is caution on their part to launch the service. With hardly any applications, the success

of GPRS remains a question.


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Building visibility and awareness

Deviating from competing on the price platform, cellular operators are actively promoting their brand

and service portfolio through high-visibility advertising and promotional campaigns. Cellular operators

like Bharti, Orange and BPL Mobile have been advertising aggressively on hoardings and kiosks. Public

transport like the city rail system and cabs are used widely to carry the message of mobility.

Customer-focused activities are gaining traction among cellular operators with the establishment of

longstanding consumer benefit programs. Orange in Mumbai offers "Orange Holidays" and "Orange

Monsoon Offers" at very attractive rates and added benefits like discounts on airfare, food and

beverages, among others. Others offer special privileges in retail outlets, cinemas and music shops.

Enterprise mobile applications

promising revenue stream

All along, customer acquisition and the top line have been the focus. Few operators have concentrated

on offering differentiated services for businesses. However, as operators realize that offering basic voice

and Short Message Service (SMS) will get them the numbers but not the margins, some are now

seriously looking at the enterprise segment for provisioning superior services.

Cost-centered solutions like closed user group (CUG), value-adds

like unified messaging and instant alerts are being offered.

A variety of mobile applications are finding takers among the enterprise segment. Bharti is in theprocess of introducing a facility to fleet management companies so that they can improve the efficiency

of trucks or buses by tracking movement and ensuring higher-use, accurate route planning. Premium

automakers are also installing a global system for mobile communications inside a vehicle to help trace

lost vehicles and track down stolen cars.

Corporations can choose enhanced services like user-defined call routing to prevent misuse. Calls can be

barred, limiting access to select numbers and diverting calls to one single number. Broadcasting services

are also quite popular, especially among fast-food centers that have a central number. Group SMS is

quite popular, especially among enterprises both in the service as well as the fast-moving consumer

goods (FMCG) segment that have a large field force and need to provide regular updates on inventory

status, discount schemes and movement of goods from warehouse to the retail outlet. Banks too find

bulk SMS service very useful to forward transactional alerts to their customers.


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1.3 FUTURE TRENDS AND DEVELOPMENT

There will be more competition, forcing operators to constantly focus on differentiations to maintain

their lead.

The implementation of enhanced networks like 3G will enable operators to offer data services.This is an opportunity to customize and differentiate better.

The entry of state-run operators like BSNL and BHARTI means that prices will no longer becontrolled, thus there is less chance of a cartel being formed.

Network coverage in terms of geographic spread and quality of coverage is crucial especially forthe business subscriber.

The bigger the service provider's national presence, the better it is for businesses. On the roamingfront, signing up with a national operator is advantageous.

Limited mobility wireless in local-loop services (by fixed network service providers) will be adisadvantage for cellular operators in the short term. Consequently, operators need to streamline

their customer relation activities and adopt aggressive subscriber acquisition and retention

strategies.


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Company Profile

________________________________________________________________________

Bharti Tele-Ventures

Bharti Tele-Ventures is one of India's leading private sector providers oftelecommunications services

based on an aggregate of 28,692627 customers as on September 30, 2006, consisting of 27,061,349

GSM mobile and 1,631,278 broadband & telephone customers.

The businesses at Bharti Tele-Ventures have been structured into three

individual strategic units (SBUs)

1) mobile services

2)broadband and telephone services (B&T)

3) enterprise services

The Mobile services group provides GSM mobile services across India in 23 telecom circles, while B&T

business group provides broadband & telephone services in 94 cities. The Enterprise Services group has

two sub-unitscarriers (long distance services) and services top corporate. All these services are

provided under the Airtel brand. Bharti Enterprises has been at the forefront of technology and has

revolutionized telecommunications with its world class products and services. Established in 1976,

Bharti has been a pioneering force in the telecom sector with many firsts and innovations to its credit.

Bharti provides a range of telecom services, which include Cellular, Basic,Internet and recently

introduced National Long Distance. Bharti also manufactures and exports telephone terminals and

cordless phones. Apart from being the largest manufacturer of telephone instruments in India, it is also

the first company to export its products to the USA.

Bharti is the leading cellular service provider, with a footprint in 16 states covering all four metros. It

has over 12 million satisfied customers. 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.

Bharti Tele-Ventures is today acknowledged as one of India's finest companies, and its flagship brand

'Airtel', has over 12 million customers across the length and breadth of India. While a joint venture with

TeleTech Inc., USA marked Bhartis successful foray into the Customer Management Services business,

Bharti Enterprises dynamic diversification has continued with the company venturing into telecom

software development. Recently, Bharti has successfully launched an international venture with EL


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Rothschild Group owned ELRO Holdings India Ltd., to export fresh Agri products exclusively to

markets in Europe and USA.

AIRTEL

Airtel comes to you from Bharti Tele-Ventures Limited - a part of the biggest private integrated telecom

conglomerate, Bharti Enterprises. A consortium ofgiants in the telecommunication business. In it's six

years of pursuit of greater customer satisfaction, AirTel has redefined the business through marketing

innovations, continuous technological up gradation of the network, introduction of new generation value

added services and the highest standard of customer care.

Bharti is the leading cellular service provider, with an all India footprint covering all 23 telecom circles

of the country. It has over 12 million satisfied customers.

Cellular telephony was introduced in India during the early 1990s. At that time, there were only two

major private players, Bharti (Airtel) and Essar(Essar) and both these companies offered only post-

paid services. Initially, the cellular services market registered limited growth.

Moreover, these services were mostly restricted to the metros. Other factors such as lack of awareness

among people, lack of infrastructural facilities, low standard of living, and government regulations were

also responsible for the slow growth of cellular phone services in India.

Although the cellular services market in India grew during the late 1990s (as the number of players

increased and tariffs and handset prices came down significantly) the growth was rather marginal. This

was because the cellular service providers offered only post-paid cellular services, which were still

perceived to be very costly as compared to landline communications.

Following this realization, the major cellular service providers in India, launched pre-paid cellular

services in the late 1990s. The main purpose of these services was to target customers from all sections

of society (unlike post-paid services, which were targeted only at the premium segment).

BHARTI TELE-VENTURES IS THE BEST INDIANCARRIER AT THE TELECOM ASIA AWARDS 2006.


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AirTel: Appropriating the value of 'expression'

Over the last couple of years, the market has grown considerably, with deeper penetration and wider

usage of voice and data services, accompanied by much higher competitive intensity," Atul Bindal, chief

marketing officer, Bharti TeleVentures, expands on this. "In this context, differentiating merely on

network, coverage and SMS is just not enough. You need to go beyond all the rational identifiers -

which are prerequisites in any case - and connect at a deeper level. We needed a strong differentiator in

an increasingly commoditized and crowded market. We found this differentiator in a core human truth

that defines our category - which is that there are moments when you need to make your point, when

you need to be heard. Expressing and communicating are perhaps two of the most basic emotions.

Air Telenables you to make your point in the most expressive way, anytime, anywhere. The

campaign is towards owning this through 'Express yourself.' We believe 'Express yourself' allows

us to connect at a deeper level and create a long-term platform for the brand."

For AirTel, the challenge also lay in presenting a unified 'face' to the consumer. This assumes

significance when viewed in the light of the company's pre- and post-paid communication, which, in the

past, had been treated very differently. Brand image, as a result, was being driven in two

different dimensions. "Brand AirTel is a category leader straddling completely different market

segments such as consumer, business and corporate, as well as different voice, data and payment

platforms," says Bindal. "'Express yourself' enables the brand to unify and connect across the

entire base of our existing and prospective customers." One of the most obvious benefits of owning a

property such as 'candid expression' (and 'Express yourself') is the expansive nature of the thought.

"The moment you have as broad a canvas as 'Express yourself', it becomes easy for anyone working on

the brand to come up with new ideas and executions. That's what makes a good campaign idea,"

observes Rediff's Prashant Godbole, who, along with creative partner Zarvan Patel, conceived

the campaign. This is just the proverbial tip of the iceberg, Patel adds. "We will be taking the idea

forward in many different ways in the forthcoming work," he informs. Patel also credits his creative

team for "fleshing out the idea". In October 2002, Magic led the market, with 30% of the market share.Bharti claimed that its strategies were one of the most ambitious experiments ever in the Indian pre-paid

cellular telephony market. However, given the increasing competitive pressure, doubts were being

expressed regarding the ability of Bharti's marketing initiatives to help Magic retain its 'Magic' in the

future.


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RESEARCT METHODOLOGY

____________________________________________________________________________________

MARKETING RESEARCH

Definition of marketing research is approved by the board of the American Marketing Association

(AMA) is:

Marketing research is the functions which links the customer and public to marketer through

information used to identity and define marketing opportunities and problems; generate define and

evaluate, marketing actions, monitor marketing performance, and improve understanding of

Marketing as a process.

Simply, marketing research is the systematic design, collection, analysis and reporting of the data findings

relevant to a specific marketing situation facing the company. Careful planning through all stages of the

research is a necessity.

Objectivity in research is all- important. The heart of the scientific method is the objective gathering and

analysis of the information.

The function of marketing research within a company is to provide the information and analytical inputsnecessary for effective.

Planning of future marketing activity.

Control of marketing operations in the present.

Evaluation of marketing results.

A research may undertake any of three types of research investigations depending upon the problem.

These three types of research included.

Basic research

Applied research

Designated fact gathering


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BASIC RESEARCH

It is also known as the pure fundamental research which refers to those studies, sole purpose of which is

the discovery of new information. It is conducted to extend the horizon in given area of knowledge with

no immediate application to existing problem.

APPLIED RESEARCH

It is an attempt to apply the various marketing techniques, which have been developed as research, first

and later on they become applied research techniques. It is an attempt to apply the basic principles and

existing knowledge for the purpose of solving the operational problems.

DESIGNATED FACT GATHERING

It refers to a research where the investigator attempts nearly to gather some predetermined data.

Steps in Marketing Research Process:

Marketing Research Process can be carried out through the following steps:

Define the problem and research objectives

Develop the research plan

Collect the information

Analysis and interpretations

Present the findings


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DEFINE THE PROBLEM AND RESEARCH OBJECTIVES

In a very sense, this is the heart of the research process. This is the first step, which calls for the

marketing manage and marketing research.

RESEARCH PLAN DEVELOPMENT

The second calls for developing the most efficient plan for gathering the needed information. Not to

forget the cost or values of research the Marketing manager must estimate process its approval, Research

plan calls for decision on.

a) Data source

i.Primary data to be collected for a specific purpose.

ii.Secondary data collected for another purpose and already existing some where.

1.Research Approaches: Primary data can be collected in four ways:

1. Observational research

2.Focus group research

3. Survey research

4. Experimental research

2.Research Instruments: Marketing researchers can use questionnairesin collecting of primary data,

because of its flexibility, questionnairesis by for the most common instrument used to collect primary

data.

3.Sampling Plan: This plan calls for the three aspects:-

a)Define the sampling unit.

b)Decide the sample size.

c)Decide the sampling procedure whether to use probability or non-probability sampling methods.

4.Contract method: once the sampling plan has been determined, thishas to decide how the subject should

be contacted. The choices aremail, telephone or research interviews.


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COLLECTION OF INFORMATION

Data collection phase is generally the most expensive and the most phase toerror. Carry out the field

work, collect data using the instruments, adjust theProblem of not at homes, replaced, refusal to co-

operate, biased or dishonestanswers.

ANALYSIS AND INTERPRETATIONS

The next to last step is to extract pertinent findings from the collected data. The researcher edits, code,

tabulate the collected data.

PRESENTATION OF FINDINGS

As the last step in marketing research the researchers present the findings. The researchers have to

arrange the researched result according to an approved reporting format, get the report typed and bound,

present the copies of the report to the concerned authorities.

RESEARCH METHODOLOGY/ DESIGN

The methodology adopted for eliciting the data required for the study was survey method. It is the

overall pattern or framework of the project that will dictate as to what information is to be collected,

from which sources and by what procedures.

RESEARCH METHOD

Research methodology must be classified on the basis of the major purpose of the investigation. In this

problem, description studies have been under- taken, as the objective of the project is to conduct the

market share study to determine the share of the market received by both the company and its

competitors.

DATA COLLECTION

The information needed to further proceed in the project had been collected through primary data and

secondary data.


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PRIMARY DATA

Primary data consists of information collected for the specific purpose at hand for the purpose of

collecting primary data, survey research was used and all the retail outlets sellers using different brands

and their competitors were contacted. Survey research is the approach best suited gathering description.

SECONDARY DATA

The secondary data consists of information that already exist somewhere, Having been collected for

another purpose. Any researcher begins the research work by first going through the secondary data.

Secondary data includes the information available with the company. It may be the findings of research

previously done in the field. Secondary data can also be collected from magazines, newspapers, other

surveys conducted by known research agencies etc.

RESEARCH METHODOLOGY

The respondents are the mobile postpaid connection holder with Airtels toppings facilities. The survey

was carried in twin cities of Hyderabad andSecunderabad with the sample size of 300. The survey was

carried out withthe help of a structured questionnaire, which helps in accomplishing the research

objectives. The respondents by means of personal interview administer this structured ended

questionnaire.

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Advertising Strategy of Airtel

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