AIRCEL in MARKETING

7/29/2019 AIRCEL in MARKETING

1/81

1. INTRODUCTION

1.1 GENERAL INTRODUCTION

Evaluation of Customer Satisfaction: Customer satisfaction holds immense

importance in todays marketing scenario and the companies should try to satisfy

their customers. Satisfied customers usually return and buy more, they tell other

people about their experiences, and they may well pay a premium for the privilege

of doing business with a supplier they trust. Statistics are bandied around that

suggest that the cost of keeping a customer is only one tenth of winning a new one.

Therefore, when we win a customer, we should hang on to them. Customer

satisfaction and loyalty research has become an essential business tool to help

retain and increase the customer base. The main principal of any successful

customer satisfaction program is to establish the issues that are of greatest

importance to ones target audience. The research programmes develop focused

customer strategies and provide intelligence to help identify and prioritiesmanagement objectives.

The research here is carried to know the customer satisfaction of mobile users in

the Telecom industry .the whole Telecom industry is undergoing a stupendous

growth especially after so many players taking a plunge into in the mobile service

business. Now buying mobile is not a rich mans possession any more. The mobile

industry is on whopping high. With various technologies creeping in every day you

always are on a back seat to keep your self updated. With a major chunk of the

users being teenagers it makes the situation more dynamic and helps to create a

niche market in itself.


2/81

Looking at the industry trends in mobile segment, the growth is tremendous.

Various cellular providers try to be innovative in providing value added services to

the subscribers. If the demand is rising in same pace then it is for sure that thesubscriber base of the mobile users will definitely exceed the limit of the land line

subscribers.

They are so many mobile service providers in India; the competition between them

to capture the market share is immense. The strategies and promotions they

practice are awesome. At the end of all these strategies and promotion their main

objective is to satisfy the existing customers, retain them and to attract potential

customers.

The current trends and dynamism in this field invoked me to carry on a research to

know the factors that influence the customer satisfaction in the Telecom industry.

Aircel which is hot favorite among students encouraged me to take the study on

Aircel because of their promotions and marketing strategy. This study deals with

exploring the factors that effect the satisfaction of customers of AIRCEL and also

tries to discover the satisfaction level of mobile service customers other than

AIRCEL who can be the prospective customers for AIRCEL in future. The

research has also led to understand the current market situation in terms of

customer preferences, customer attitude, available alternatives, price sensitivity,

buying decisions, and product attributes etc.


3/81

It has been a sincere effort to explore the factors that can lead to total customer

satisfaction of the AIRCEL service users. Also the study of the customer

perception & attitude of other mobile service users has resulted to highlight those

issues that the customers give value to and regard important as, which will help thecompany to attract more and mare new prospective customers.

1.2 THEORETICAL BACKGROUND

Market

The term market may be considered as a convenient meeting place where buyers

and sellers gather together for the exchange of goods and services. Market means a

group of people having unmet wants, purchasing power to make their demand

effective and the will to spend their income to fulfill those wants. Today a market

is equated with the total demand.

The Ame rican marketing association defines a market, as the aggregate demand of

potential buyers for a product or service.

Under keen competition, a marketer wants to create or capture and retain the

market i.e. customer demand through an appropriate marketing mix offered to a

target market. The market offering i.e. supply must meet fully customer demand,which are unmet needs and desires.


4/81

Marketing

Marketing is a comprehensive term and it includes all resources and set of

activities necessary to direct and facilitate the flow of goods and services form the

producer to the consumer in the process of distribution. Businessmen regards

marketing as a management function to plan promote and deliver products to the

clients or customers. Human efforts, finance and management constitute the

primary resources in marketing.

We have twin activities, which are most significant in marketing:

1. Matching the product with demand i.e. customer needs and desires or the target

market.

2. The transfer of ownership and possession at every stage in the flow of goods

from the primary producer to the ultimate consumer.

The American marketing association defines marketing as the process of planning

and executing the conception, pricing, promotion and distribution of ideas, goods

and services to create exchanges that satisfy individual and organizational

objectives.


5/81

Marketing Management

Marketing management represents an important functional area of business

management efforts for the flow of goods and services from the producer to the

consumers. It looks after the marketing system of the enterprise. It has to plan and

develop the product on the basis of known customer demand.

Marketing management may be defined as, a process of management of marketing

programs for accomplishing o rganizational goals and objectives.

Marketing management has to build up appropriate marketing plan or marketing

mix to fulfill the set goals of the business. It has to formulate sound marketing

policies and programs. It looks after their implementation and control. It has to

implement marketing strategies, programs and campaigns. It must evaluate the

effectiveness of each part of marketing mix and introduce necessary modifications

to remove discrepancies in the actual execution of plans, policies, strategies,

procedures and programs.


6/81

Marketing Mix

Marketing mix is the set of marketing tools the firm uses to pursue its marketing

objectives in the target market.

The elements or variables that make a marketing mix are four:

1. Decisions on product or service.

2. Decisions on promotion

3. Decisions on price

4.

Decisions on distribution.The four ingredients are closely interested. Under the systems approach the

decision in one area affects action in the other. Marketing mix decisions constitute

a large part of marketing management.

According to Philip Kotler the term marketing mix is, the set of controllable

variables that the firm can use to influence the buyers response. In the simplest

manner, the basic marketing mix is the blending of four inputs or sub mixes, which

form the core of the marketing system.

Product mix decision refers to decisions on product variety, quality, design,

features, brand image, packaging, sizes, services, warranties and returns.

Price mix decision refers to decisions on the product list price, discounts,

allowances, payment period and credit terms available.

Place mix decision refers to decisions on the channels, coverage, assortments,

locations, inventory and transport of the market offering.


7/81

Promotion mix decisions refer to decisions on the products advertising, sales

promotion, sales force, public relations and direct marketing.

Together they form the four Ps of marketing.

Marketing Planning

A marketing plan lays down in writing the marketing objectives, programs and

policies to be adopted to achieve the set marketing objectives. Even before an

integrated marketing plan is prepared the company shall prepare functional plan for

each component of marketing mix. To have a sound marketing plan, every

operation is to be examined and the problems are to be identified. The overall

marketing plan should be linked to the distribution channel of the company to have

effective marketing operations.

The marketing planning covers the preparation of functional plans, integration of this plan and the preparation of master marketing plan to serve the objective of the

organization. Marketing planning is bound to get a better hold of environmental

factor.


8/81

Marketing Research

Marketing research is the systematic gathering, recording and analyzing of the data

about problems connected to the marketing of goods and services i.e. problems

relating to product, price, promotion and distribution of the 4ps of the marketing

mix.

Marketing research is concerned with all those factors, which have a direct impact

upon the marketing of products and services. Marketing research has grown along

with the expanded role of marketing as the focus for the business decision-making.

Need of marketing research

Marketing research is conducted for different purposes. They are:

1. To estimate the potential market for a new product.

2. To know the reactions of consumers to a product already existing in the market.

3. To find out the general marketing condition and tendencies.

4. To know the types of consumer buying and their buying motives.

5. To know the reactions of failure of a product already in the market.

6. To assess the strength and weakness of competitors.


9/81

Consumer Behavior

The term consumer behavior can be defined, as, the behavior that the consumer

display in searching for, purchasing, using and evaluating products, services and

ideas, which they expect, will satisfy their needs. The study of consumer behavior

enables marketers to understand and predict consumer behavior in the market

place; it also promotes understanding of the role that consumption plays in the

lives of individuals.

Consumer behavior refers to all psychological social and physical behavior of

potential consumers as they become aware of, evaluate, purchase and consume and

tell others about products and services. It is the pattern of response of buyers to

marketing offer of a firm. It refers to the process as how consumers make their

purchase decisions. It is concerned with what, why, how much, when and from

whom buyers make their purchases of goods and services.

Model of consumer behavior

The starting point of understanding consumer behavior is the stimulus-response

model. Marketing and environmental stimuli enter the buyers consciousness. The

buyers characteristics and decision process l ead to certain purchase decisions. The

marketers task is to understand what happens in the buyers consciousness

between the arrival of outside stimuli and the buyers purchase decisions.


10/81

Major Factors Influencing Consumer Behavior

Consumers buying behavior is influenced by cultural, social, personal and

psychological factors.

Cultural Factors

Cultural factors exert the broadest and deepest influence on consumer behavior.

The roles played by the buyers culture, subculture and social class are particularly

important.

Culture

Culture refers to that complex whole which includes in it knowledge, beliefs, art or

anything man acquires as a member of society.

Subculture

Each culture consists of smaller subcultures that provide more specific

identification and socialization for their members. Sub cultures include

nationalities, religions, racial groups and geographic regions.


11/81

Social Class

Virtually all-human societies exhibit social stratification. Stratification sometimes

takes the form of a caste system where the members of different castes are rearedfor certain roles and cannot change their caste membership more frequently;

stratification takes the form of social class.

SOCIAL FACTORS

Reference Groups

A persons reference groups consists of all the groups that have a direct or indirect

influence on the persons attitudes or behavior.

Family

The family is the most important consumer buying organization in the society and

it constitutes the most influential primary reference group.

Roles and statuses

A person participates in many groups, family, clubs, organizations etc. The persons position in each group can be defined in terms of role and status. A role

consists of the activities that a person is expected to perform. Each role carries a

status.

Personal factors


12/81

Age and stage in the life cycle

People buy different goods and services over their lifetime. Taste in clothes,furniture and recreation is all age related.

Consumption is shaped by the family life cycle. Marketers often choose life-cycle

groups as their target market.

Occupation and economic circumstances

Occupation also influences a persons consumption pattern.

Product choice is greatly affected by economic circumstances; spend able income,

savings and assets, debts, borrowing power and attitude toward spending versus

saving.

Lifestyle

People from the same subculture, social class, and occupation may lead quite

different lifestyles. A lifestyle is the persons pattern of living in the world

expressed in activities, interest s ands opinions. Lifestyle portrays the world person

interacting with his or her environment.


13/81

Personality and self concept

Each person has a distinct personality that influences buying behavior. It is that

distinguishing psychological characteristics that lead to relatively consistent andenduring responses to environment. Related to personality is self-concept or self

image. Marketers try to develop bran images that match target markets self image.

Psychological factors

Motivation

A person has many needs at any given time. A need becomes a motive when it is

aroused to a sufficient level of intensity. A motive is a need that is sufficiently

pressing to drive the person to act.

Perception

Perception is the process by which an individual selects, organizes and interprets

information inputs to create a meaningful picture of the world. How a, motivated

person actually acts is influenced by his or her perceptions of the situation.

Learning

When people act they learn. Learning involves changes in an individuals behavior arising from experience. Learning theory teaches marketers that they can build up

demand for a product by associating it with strong drives, using motivating cues

and positive reinforcement.


14/81

Beliefs and attitudes

Through doing and learning, people acquire beliefs and attitudes. These in turn

influence buying behavior. A belief is a descriptive thought that a person holds

about something. The beliefs make up product and brand images and people act on

these images.

An attitude is a person enduring favorable or unfavorable evaluations, emotion

feelings and action tendencies toward some object or idea. Thus a company would

be well advised to fit product into existing attitudes rather than try and change

peoples attitudes.


15/81

2. DESIGN OF THE STUDY

2.1 OBJECTIVES

To study the satisfaction level of the AIRCEL customers.

To understand the current market situation in terms of customer

preferences, customer attitude, available alternatives, price sensitivity,

buying decisions, product attributes etc.

To come with a suitable conclusion and Suggestions based on analysis and

interpretation of the study.


16/81

2.2 SCOPE OF THE STUDY

A study of this kind helps to put theoretical aspects into the project and aims to

give information to AIRCEL. Nature of study methods used, findings of theinvestigation, conclusion and recommendations inferred from the findings also

aims to enable AIRCEL to implement the recommendations made at the end of the

study.

The research is purely based on the survey conducted in Chennai city and has been

focused on Aircel Subscribers. The number of respondents interfere is 50. The

study covers information about customer brand preference, service attributes etc.

The project will be useful to management, students and other who may want to

broader their horizon. Overall scope of the study would be to enhance the services

to the subscribers in the city.


17/81

2.3 STATEMENT OF THE PROBLEM

The study deals with consumer perception of AIRCEL subscribers. The myriad

factors that have a fearing or influence customer purchase decision are of paramount importance to the service providers and dealers. In order to retain its

subscribers it is necessary for the organization to study the behavior of the existing

and new subscribers and meet their expectations and preferences.

In this scenario, it is necessary to evaluate the different factors that influence the

subscriber.

So some issues that are needed to be studied are

Perception of Customer of various brands.

Buying motives of subscribers.

Satisfaction level of the subscribers.

Awareness about different brands.

Major forces that influence purchase decision.

Statement of the problem has been summarized as consumer Behavior of cellular

providers and a market survey on Aircel Subscribers.


18/81

2.4 REVIEW OF LITERATURE

The research required primary and secondary source of data. The primary data is

obtained through structured questionnaires designed Secondary Datas are the one

which is collected from web sites, common man, dealers, and company records

Some of the books referred are

Principles of Marketing, Philip Kotler.

Marketing Management, A. J. Sherlekar,


19/81

2.5 OPERATIONAL DEFINITION OF THE STUDY

Marketing is a comprehensive term and it includes all resources and set of

activities necessary to direct and facilitate the flow of goods and services form theproducer to the consumer in the process of distribution.

Marketing management may be defined as, a process of management of

marketing programs for accomplishing organizational goals and objectives

Consumer behavior can be defined, as, the behavior that the consumer display in

searching for, purchasing, using and evaluating products, services and ideas, which

they expect, will satisfy their needs.

Market segments may be identified by examining demographic, psychographic

and behavioral differences among buyers.

Target markets may be defined as those markets or market segments that offer the

greatest opportunity to the marketer.

An offering is a combination of products, services, information and experiences.

A brand is an offering from a known source.

Relationship marketing may be defined as the aim of building mutually satisfyinglong term relationships with key parties consumers, suppliers, distributors in

order to earn and retain their business.


20/81

Brand

It is a name, term, sign, symbol, or design, or combination of them, intended to

identify the goods or services of one seller and to differentiate them from those of

competitors.


21/81

2. PROFILE

2.1 COMPANY PROFILE

The Aircel Group is a result of alliance between Maxis Communication Berhad of

Malaysia (74% equity) and Sindya Securities & Investment Private Limited (26%

equity).

The Aircel Group, formed in 1994, offers affordable and outstanding mobile

services to a vast subscriber base in India. Aircel has a vision of delighting its

customers by giving them the respect they deserve. Their goal is to provide

customers with exemplary service and persistently look for new ways to surpass

their expectations.

Aircel commenced operations in 1999. In their first decade of operations, they

concentrated on building foundations in the southern part of the country, and soon

emerged as the regional market leaders. They worked hard and achieved that

success by remaining focused on growth opportunities. Soon after the company

began with its expansion in 2005 and has now set its sight on becoming a pan India

operator. Their project pipeline is robust, allowing for sustainable long-term

growth.

In addition to their leadership position in Tamil Nadu, Aircel met with

extraordinary success in the Eastern frontier circles. They pride themselves on

customer satisfaction and managed to emerge as the market leaders in Assam and


22/81

North Eastern states within 18 months of operations. During this period, the

company gained a strong foothold in 10 circles, to provide better access to their

customers. Today, Aircel operates in 18 telecommunication circles and the

company is ready to embark on a dynamic expansion plan, swiftly rolling out innew circles in the near future.

Aircel recognizes the tremendous growth in its customer base. They have also got

an authorization from the Department of Telecommunications for ILD and NLD

telephony services and are now on track to realize their dream of becoming a

nationwide player by the year 2010.

Aircel offers its customers, services and products that are easy to understand and

use. All offerings are stimulating and at the same time unique as Aircel continue to

re-invent itself constantly to deliver the best and most up-to-date services. The

brand instills a feeling of pride, confidence and reliance among all stakeholders by

anticipating their desires and fulfilling the same efficiently.

With their foundations deeply set on their brand values of simplicity, creativity,

trust and excitement, they will continue to deliver superior services to their

customers and will do their best to live up to high expectations


23/81

Major competitors of Aircel

AIRTEL

IDEA

VODAFONE

TATA DOCOMO

RELIANCE

BSNL

About 3G

3G will bring to life the experience of mobile broadband on phone. With thistechnology, one can enjoy superior videos, enhanced voice calls and swift data

transmission on the mobile phone that will make life quicker, exciting and efficient

so one can do more on the go.

High speed internet

Allows real time video streaming

Video conferencing

High Definition Gaming

High speed download/upload


24/81

Awards and Recognition

Aircel has also been recognized for its consistent and reliable efforts, receiving the

highest rating for overall customer satisfaction and network quality by Voice and

Data in 2006, an accolade given to only a select few. They succeeded in keeping

their promises to their customers as they were recognized for the same award by

IDC in 2007.

Aircel emerged as the top mid- size utility company in Business worlds 'List of

Best Mid-Size Companies' in 2007. Additionally, they have also been recognized

as the best regional operator by the Tele.net Publication in 2007 and have been

honored by CMAI INFOCOM for excellence in marketing of new telecom servicein 2009.

AIRCEL is rated as 'Best Mobile Service in the Country' by the national TNS

survey of mobile users.

AIRCEL is Named 'Most Respected Telecom Company' by Business World.

AIRCEL has been Named 'Creative Advertiser of the Year' and has won the

'Campaign of the Year' award at the annual Abby 2004 advertising awards

function.

AIRCEL has been Named Social Responsibility of Wild and has won the

'Campaign of the Save our Tigers award at the a NDTV 2010 awards function.


25/81

3.1 RESEARCH METHODOLOGY

The marketing research problem calls for the descriptive types of research.

Descriptive studies are undertaken in many circumstances. When the researcher isinterested in knowing the characteristics of certain groups such as age, sex,

education level etc or in cases where the researcher in is interested in knowing the

proportion of people in a given population who have behaved in a particular

manner.

Descriptive research is used for the following data.

Consumer profile study

Consumer Behavior study

SOURCES OF DATA

Data, facts, figures, other relevant material of past and present and surveying are

the basis for study and analysis. Without an analysis of factual data no specific

inferences can be drawn on the questions under study. Inferences based on

imagination or guesses cannot provide correct answer to research questions. The

relevance adequacy and reliability of data determine the quality of the findings of a

study.

For the purpose of the present study, data from two sources has been collected

namely primary and secondary data.


26/81

Primary Data

Primary data is source from which the researcher collects the data. It is a

first hand data, which is used directly for the analysis purposes. Primary data

always gives the researcher a fairer picture. In the present study primary datahas been collected using questionnaires. For the purpose of collecting the

same, 50 respondents have been randomly selected. Even the response of the

respondents was taken into consideration. In this study, primary data plays a

vital role for analysis, interpretation, conclusion and suggestions.

Secondary Data

Secondary data is data which is collected and compiled for other purposes.

Secondary data also plays a key factor in the in providing various other

information which will influence the analysis. Few of the main sources of

secondary data include newspapers, business journals, magazines, internet

and company reports etc.

POPULATION

The aggregate of all the units pertaining to a study is called the population.

Population is the largest group to be studied. Its the total collection of elements

about which we wish to make inferences the populations for this research are the

people residing in Chennai city.


27/81

SAMPLE DESIGN

A part of the population is known as sample. The process of drawing a sample

from a large population is called sampling. The type of sample design used is

Simple Random Sampling. Simple Random Sampling gives every unit of thepopulation a known and non-zero probability of being selected. Since random

sampling implies equal probability to every unit in the population, it is necessary

that the selection of the sample must be free from human judgment. The sample

design is formulated at Chennai city only.

SAMPLE PLAN

SAMPLE SIZE

The sample size for the survey is 50 respondents of which

25 are Existing AIRCEL Subscribers and

25 are New AIRCEL Subscribers.

SAMPLE UNIT

One of the units into which an aggregate is divided or regarded as divided for the

purpose of sampling, each unit being regarded as individual and indivisible when

the selection is made. The definition of unit may be made on some natural basis fro

example households, persons, units of product etc. Hence, in the study the sample

unit is Respondents who are Prepaid Aircel Subscribers.


28/81

3.2 DATA COLLECTION TOOLS

The following sampling techniques have been implemented:

Personal interviews

Approaching people personally and interviewing directly.

Questionnaires

Designing the questions in such a way that is covers various opinions,

views about AIRCEL subscribers at the present market conditions.

The questionnaire consisted of various types of questions say Open-

ended questionnaire, Close ended or Dichotomous questions,

Multiple-choice questions.

FIELD WORK

This project involved a field work where in the survey is conducted by having a

personal interaction with 50 subscribers who are AIRCEL subscribers. Personal

interaction has been carried out and the information sought as was required in the

questionnaire for the purpose of data processing and analyzing. The respondents

have been directly contacted.


29/81

METHODOLOGICAL ASSUMPTIONS

For the purpose of the study the following assumptions have been made.

It has been assumed that the information given by the respondents are

authentic, Bona fide and genuine.

The sources of the data are the basis, from which the actual required

information can be extracted.

The sampling procedure adopted will help in choosing an appropriate

sample that truly represents that actual population.

It has also been assumed that interview -questionnaire is more suitable for

collecting data for the present day.


30/81

3.3 OVERVIEW OF THE REPORT

Chapter 1

This chapter deals with the general introduction about the report, the need

objectives and a scope of the study. It includes certain management definition

concerned with the study.

Chapter 2

This chapter deals with the design of the study concerning research methodology,

sampling, tools of data collection, overview and limitation of study.

Chapter 3

This chapter deals with the profile of organization such as its origin, its growth,

present status, functional departments and the organization structure.

Chapter 4

This chapter deals with the analysis and interpretation of data.

Chapter 5

This chapter deals with the summaries of finding of the study and suggestions

based on the findings.


31/81

2.9 LIMITATIONS OF THE STUDY

The limitations of the study are as follows: Sample size of the subscriber is limited.

Many subscribers do not give the exact picture of their opinion.

The time period for conducting the survey is inadequate as the sample size

covers only Chennai city.

One subscriber may have more than one connection.

The opinion of the subscriber depends on the geographical location of the

subscriber this may include the network of the provider.

Since its a prepaid service it may be temporarily be used.

Since most of the subscribers are teenagers it fails to give a general view of

other age groups.


32/81

4. ANALYSIS

ANALYSIS AND INTERPRETATION OF DATA

PROFILE OF THE RESPONDENTS OF POTENTIAL AIRCEL

SUSCRIBERS

Respondents Based on Gender.

Source: primary data

Inference:

90% of the respondents are Male and the rest 10% are Females.

Interpretation:

Majority of the respondents are males as more males are having mobiles.

GENDERNO. OF

RESPONDENTSPERCENTAGE

Male 45 90

Female 5 10

TOTAL 50 100


33/81

Graph 1.1

Profile based on Gender

0

10

20

30

40

50

Male Female

Gender

N o .

o f R e s p o n

d e n

t s


34/81

Table 1.2

Profile of Respondents Based on Age Group .

AGE GROUPNO. OF

RESPONDENTS PERCENTAGE

Less Than 20 YRS 3 6

20-25 YRS 38 76

25-30 YRS 6 1230-35 YRS Nil Nil

More Than 35YRS 3 6

TOTAL 50 100


Inference:

76% of the respondents are of age group 20 -25 years.

12% of the respondents are of age group 25 -30 years.

6% belong to the age group


35/81

Graph 1.2

Profile based on Age Group

76%

0%6%6%

12%


36/81

Table 1.3

Profile of Respondents Based on Occupation .

OCCUPATIONNO. OF


Student 36 72

Salaried 9 18

Business 2 4

Others 3 6Total 50 100

Source : primary data

Inference:

72% of the subscribers are Students.

18% are Salaried Subscribers.

4% are from a Business Background.

6% are from others.

Interpretation:

A large number of AIRCEL subscribers are students. The tariffs are more

economical and attractive to students, when compared to other service providers in

the market.


37/81

Graph 1.3

Profile based on occupation.

Student

72%

Salaried

18%

Business

4%

Others

6%

Student

Salaried

Business

Others


38/81

Table 1.4

Respondents Based on Brand Sequence

BRANDNO.OF

RESPONDENTSPERCENTAGE

AIRCEL 20 40AIRTEL 18 36CELLONE 6 12IDEA 1 2VODAFONE 1 2RELIANCE 4 8TOTAL 50 100


39/81

Graph 1.4

Profile of Respondents Based on Brand Sequence

0

5

10

15

20

25

30

35

40

NO. OFRESPONDENTS

PERCENTAGE

AIRCEL

AIRTEL

CELLONE

TATA INDICOM

SPICE

RIM


40/81

Table 1.5

Mobile service providers in terms of their overall performance

BRAND NO. OFRESPONDENTS

PERCENTAGE

AIRCEL 18 36

AIRTEL 23 46

VODAFONE 1 2

BSNL 3 6

RIM 4 8IDEA 1 2


Inference:

46% of the respondents recalled AIRTEL, first in overall performance.

36% of the respondents recalled AIRCEL, second in overall performance.

Interpretation:

Most of the subscriber recalls the brand they use; hence a majority of the

subscribers prefer Airtel followed by Aircel, Rim, BSNL, and Vodafone.


41/81

Graph 1.5

Mobile service providers in terms of their overall performance

0

10

20

30

40

50

NO. OFRESPONDENTS

AIRCEL

AIRTEL

SPICE

CELL ONE

RIM

TATA INDICOM


42/81

Table 1.6

Type of service intended to use

INTENDED

SERVICE

NO. OF RESPONDENTS PERCENTAGE

PREPAID 32 64

POSTPAID 18 36

TOTAL 50 100

Source: Primary Data

INFERENCE

64% of the respondents are willing to use prepaid and 36% of them are willing to

use postpaid services.

INTERPRETATION

Respondents are more interested to use prepaid services than postpaid services.


43/81

Graph 1.6

Type of service intended to use

64%

36% PREPAID

POSTPAID


44/81

Table 1.7

Profile of Respondents Based on Various Selection Parameters .

PARAMETERS NO. OF


Promotion 25 50

Friend and family 31 62

Attractive Service

Plan

12 24

Special Discount 4 8

Good Service Quality 11 22

Location Of Service

Stations1 2

TOTAL 50 100


Note: 1. Some of the Respondents Have opted more than one Parameter.

2. Sample Size 50


45/81

Inference:

62% of the respondents are influenced by their family and friends.

50% of the respondents are influenced by the promotion of the company. 24% of the respondents are influenced by the Service Plans.

22% of the respondents are influenced by the Service Quality.

8% of the respondents are influenced by the Special Discounts.

2% of the respondents are influenced by the Location of Service Stations.

Interpretation:

The respondents are highly influenced by their social circle i.e. friends,

familyetc followed by the promotion done by the company and later the service

parameters.


46/81

Graph 1.7

Profile of Respondents Based on Various Selection Parameters

05

101520253035

N O

. O F R E S P O N D E N T S

Series1


47/81

Table 1.8

Profile of Respondents Based on Network .

PARAMETERSNO. OF


Excellent (5) 5 10

Good (4) 16 32

Fair (3) 14 28

Poor (2) 8 16

Very Poor (1) 7 14

Total 50 100


The weights are assigned to the parameters in order to calculate the overall average

rating of all the respondents as follows

PARAMETERS Weight

Excellent 5

Good 4

Fair 3

Poor 2

Very Poor 1


48/81

PARAMETERS NO. OFRESPONDENTS

Excellent 5*5=25

Good 16*4=64

Fair 14*3=42

Poor 8*2=16

Very Poor 7*1=7

Total 154

= Sum of [frequency X Weight] / sample size

= 154 / 50

= 3.08


49/81

Inference:

32% of the respondents rate Good. 28% of the respondents rate Fair.

16% of the respondents rate Poor.

14% of the respondents rate Very Poor.

10% of the respondents rate Excellent.

On an average it is 3.08, which is fair.

Interpretation:

The network coverage of AIRCEL is not all that competitive compared to

AIRTEL. Hence there is only a 4% difference between the respondents who have

rated Good and Fair.


50/81

Graph 1.8

Rating based on Network .

5

16 148 7

05

101520253035404550

Excellent Good Fair Poor Very Poor

N o .

o f R e s p o n

d e n

t s


51/81

Table 1.9

Profile of Respondents Based on Customer Care .

PARAMETERSNO. OF


Excellent 7 14

Good 18 36

Fair 17 34

Poor 1 2Very Poor 7 14

Total 50 100

SOURCE: PRIMARY DATA



PARAMETERS Weight

Excellent 5

Good 4

Fair 3

Poor 2

Very Poor 1


52/81

PARAMETERSNO. OF

RESPONDENTS

Excellent 7*5=35Good 18*4=72

Fair 17*3=51

Poor 1*2=2

Very Poor 7*1=7

Total 167


= 167 / 50

= 3.34

Inference:

36% of the respondents rate Good.

34% of the respondents rate Fair.




On an average it is 3.34, which is in between fair and good.

Interpretation:

Customer care service is not satisfactory. Most of the respondents complain that

they are not able to get through the connections as they are busy and no timely

action is taken for the grievances


53/81

Graph 1.9

Rating based on Customer Care.

7

18 17

17

0

10

20

30

40

50


N o .

o f R e s p o n

d e n

t s


54/81

Table 1.10

Profile of Respondents Based on Value Added Services.

PARAMETERSNO. OF


Excellent 9 18

Good 22 44

Fair 18 36

Poor 1 2

Very Poor 0 0

Total 50 100




PARAMETERS Weight

Excellent 5

Good 4

Fair 3Poor 2

Very Poor 1


55/81

PARAMETERSNO. OF

RESPONDENTS

Excellent 9*5=45

Good 22*4=88

Fair 18*3=54

Poor 1*2=2

Very Poor 0*1=0

Total 189


= 189 / 50

= 3.7

Inference:





On an average it is 3.78,which is in between fair and good.

Interpretation:

Value Added Services of AIRCEL is the Good, as it was the first provider to

provide such services and to inject the concept of providing services other than

basic communication.


56/81

Graph 1.10

Rating based on Value Added Services

9

2218

1 005

101520253035

404550


N o .

o f R e s p o n

d e n

t s


57/81

Table 1.11

Profile of Respondents Based on Availability of Sim Cards and

Recharge Cards.

PARAMETERSNO. OF


Excellent 18 36

Good 25 50

Fair 6 12Poor 0 0

Very Poor 1 2

Total 50 100




PARAMETERS Weight

Excellent 5

Good 4

Fair 3

Poor 2

Very Poor 1


58/81

PARAMETERSNO. OF

RESPONDENTS


Fair 6*3=18

Poor 0*2=0

Very Poor 1*1=1

Total 209


= 209 / 50

=4.18


59/81

Inference:

50% of the respondents rate Good. 36% of the respondents rate Excellent.



Interpretation:

Availability of Sim cards and Recharge cards is Good, followed by Excellent and a

marginal percentage of Fair and Poor. AIRCEL has a good distribution channel

system, which plays a very important role in order to penetrate the market and

know the pulse of the subscribers.


60/81

Graph 1.11

Rating based on Availability of Sim and Recharge cards .

18

25

60 1

05

1015

20253035404550


N o .

o f R e s p o n

d e n

t s


61/81

Table 1.12

Profile of Respondents Based on Roaming Facility.

PARAMETERSNO. OF


Excellent 19 38

Good 16 32

Fair 13 26Poor 1 2

Very Poor 1 2

Total 50 100




PARAMETERS Weight

Excellent 5

Good 4

Fair 3

Poor 2

Very Poor 1


62/81

PARAMETERS NO. OFRESPONDENTS

Excellent 19*5=95

Good 16*4=64

Fair 13*3=39

Poor 1*2=2

Very Poor 1*1=1

Total 201


= 201/50

= 4.01


63/81

Inference:

38% of the respondents rate Excellent. 32% of the respondents rate Good.



2% of the respo ndents rate Very Poor.

On an average it is 4.01,which is good.

Interpretation:

The Roaming Service is good, as they are Prepaid Connections there is no

necessity to pay any deposit for availing the roaming service.


64/81

Graph 1.12

Rating Based on Roaming Facility

1916

13

1 10

10

20

30

40

50


N o .

o f R e s p o n

d e n

t s


65/81

Table 1.13

Profile of Respondents Based on Overall Rating.

PARAMETERS NO. OF


Excellent 4 8

Good 29 58

Fair 15 30

Poor 2 4

Very Poor 0 0

Total 50 100

Source : primary data




66/81

PARAMETERS Weight

Excellent 5

Good 4

Fair 3

Poor 2

Very Poor 1

PARAMETERS NO. OF

RESPONDENTS


Fair 15*3=45

Poor 2*2=4

Very Poor 0*1=0

Total 185


= 185 / 50

= 3.7

Inference:





67/81


On an average it is 3.7,which is in between fair and good.

Interpretation:

Factors like Tariffs, Network, Customer, Roaming Service etc the Overall Rating

of AIRCEL is good.

Graph 1.13

Overall Rating

4

29

15

2 00

10

20

30

40

50

Excellent Good Fair Poor VeryPoor

N o .

o f R e s p o n

d e n

t s


68/81

Table 1.14

Profile of Respondents Based on Tariffs.

PARAMETERSNO. OF


Excellent 12 24

Good 27 54

Fair 8 16

Poor 3 6

Very Poor 0 0

Total 50 100





69/81

PARAMETERS Weight

Excellent 5

Good 4

Fair 3

Poor 2

Very Poor 1

PARAMETERSNO. OF

RESPONDENTS


Fair 8*3=24

Poor 3*2=6

Very Poor 0*1=0

Total 198

=Sum of [frequency X Weight] / sample size

= 198 / 50

= 3.96

Inference:






70/81

On average it is 3.96 which is good.

Interpretation:

The pricing strategies of AIRCEL were far more effective compared to the

competitors as it offered low tariffs. Hence more than 50% of the respondents rate

the service as Good.

Graph 1.14

Rating Based on Tariffs

12

27

83

005

101520253035404550


N o .

o f R e s p o n

d e n

t s


71/81

5. SUMMARY

5.1 FINDINGS

Generally most of the subscribers are students and teenagers.

Majority of the subscribers recalled the brand they used.

Brand switching was not on a large scale.

The tariffs plans, promotion of the company and influence of the social

circle had a huge impact over the subscribers. Most of them opted for

AIRCEL because it was cost effective.

The extensive promotion of AIRCEL has a huge impact over the

subscribers. The excellent ad feature by O & M where a boy is

followed by his dog created a sort of nostalgia among the subscribers. In

fact the ad feature also won award of Creative Advertiser of the year

2004.

Roaming service on prepaid cards was highly utilized.

Majority of the subscribers recharge well in advance the validity.

The service was utilized more during the day.


72/81

On an average respondents spend around Rs 300-500 per month.

Most of them prefer AIRCEL when compared to its competitors is the

tariff aspects. They feel that the tariff AIRCEL is providing is really

economical. The network coverage of Aircel is not effective, as it provides the service

on 900 MHz, 1800 MHz, GPRS and EDGE.

Various Parameters

Tariffs

24% of the subscribers were extremely satisfied with the

tariffs.

54% of the subscribers were satisfied with the tariffs.

16% of the subscribers were not fully satisfied with the

tariffs.

6% of the subscribers were dissatisfied with the tariffs.

Network

32% of the subscribers were satisfied with the network

coverage.

28% of the subscribers were fairly satisfied with the network

coverage.

16% of the subscribers were not satisfied with the network

coverage.


73/81

14% of the subscribers were dissatisfied with the network

coverage.


network coverage.

Customer Care

36% of the subscribers were satisfied with the customer care

service.

34% of the subscribers were fairly satisfied with the

customer care service.

14% of the subscribers were extremely satisfied with


14% of the subscribers were not satisfied with the customer

care service.

2% of the subscribers were extremely dissatisfied with the


Value Added Service

44% of the subscribers were satisfied with the value added

services.


74/81

36% of the subscribers were fairly satisfied with the value

added services.


value added services. 2% of the subscribers were not satisfied with the value

added services.

Availability of sim and recharge cards

50% of the subscribers were satisfied with the distribution

services.


distribution services.

12% of the subscribers were fairly satisfied with the


2% of the subscribers were extremely dissatisfied with the


Roaming services


roaming services.


75/81

32% of the subscribers were satisfied with the roaming

services.

26% of the subscribers were fairly satisfied with the roaming

services. 2% of the subscribers were extremely dissatisfied with the

roaming services.

5.2 SUGGESTIONS

SUGGESTIONS TO AIRCEL TO IMPROVE ITS SERVICE

AIRCEL is providing a very good service to its customers and it is one of the best

service providers for telecommunication, it has to make use of its resources

optimally. In addition to implementing the suggestions given by various customers

AIRCEL should follow the following steps to maximize profits, by means of

customer satisfaction in a cost effective manner.

Respondents suggest that the over all service is not satisfactory and not

meeting the customer expectations or the satisfaction level. Network has been a key factor for customer dissatisfaction, majority of

the respondents suggested to increase the number of network towers,

widen the coverage area and reduce network congestion.


76/81

The tariffs have to be consistent for quite some time in order to avoid the

confusion among the subscribers.

More accessible contact numbers for Customer care (increase number of

lines) and promote them in order to make the user aware of the facility. Provide subsidized rates for calling or messaging to one or few number

of our choice.

Providing free messaging.

Have Good plan, schemes, and packages in order to provide the customer

with a wide choice.

Keep the subscriber well informed about any deductions or any change in

the plan and provide value for what the customer is paying for.

5.3 CONCLUSION

Going mobile is the craze today!!

Now buying mobile is not a rich mans possession any more. The mobile industry

is on whopping high. With various technologies creeping in every day you always

are on a back seat to keep your self updated. With a major chunk of the users being

teenagers it makes the situation more dynamic and helps to create a niche market

in itself.

Looking at the industry trends in mobile segment, the growth is tremendous.Various cellular providers try to be innovative in providing value added services to

the subscribers. If the demand is rising in same pace then it is for sure that the

subscriber base of the mobile users will definitely exceed the limit of the land line

subscribers.


77/81

This report helps in knowing the consumer behavior of the Aircel subscribers and

what perception customers have about the brand AIRCEL. With this report the

company can capture its loop holes or weaknesses and convert them in to theirstrengths and opportunities.

From the above study we come to a conclusion that in case of parameters of

selection, customer or the subscriber will first look at the network coverage, tariffs

and then other parameters. The Subscriber also expects the company to give in

detail information of the service they are availing.

BIBLIOGRAPHY

TEXT BOOKS

Principles of Marketing, Philip Kotler.

Marketing Management, A. J. Sherlekar,

PORTALS / WEBSITES

www.Aircel.co.in

www.orange.co.in www.vodafone.com

www.businessworldindia.com

www.timesofindia.com

www.indiainfoline.com
http://www.hutch.co.in/http://www.hutch.co.in/http://www.orange.co.in/http://www.orange.co.in/http://www.vodafone.com/http://www.vodafone.com/http://www.businessworldindia.com/http://www.businessworldindia.com/http://www.timesofindia.com/http://www.timesofindia.com/http://www.indiainfoline.com/http://www.indiainfoline.com/http://www.indiainfoline.com/http://www.timesofindia.com/http://www.businessworldindia.com/http://www.vodafone.com/http://www.orange.co.in/http://www.hutch.co.in/


78/81

www.aitelworld.com

www.bsnl.com

www.relianceinfocom.com

BUSINESS JOURNALS

Business World JAN 31 ,2011-12, Aircel World

Business Today OCT 22 , 2010

NEWSPAPERS

Times Of India- 13 MAY 2012

Economic Times-21 APRIL 2012

Business Standard 1 MARCH 2012
http://www.aitelworld.com/http://www.aitelworld.com/http://www.bsnl.com/http://www.bsnl.com/http://www.relianceinfocom.com/http://www.relianceinfocom.com/http://www.relianceinfocom.com/http://www.bsnl.com/http://www.aitelworld.com/


79/81

QUESTIONNAIRE

A Study of the Potential SUBSCRIBERS perception towards Aircel

PERSONAL INFORMATION

1. Name___________________________________________________

2. Address:_________________________________________________

_________________________________________________

3. Mobile: Yes ( ) No ( )

if yes ,Service Provider Name _______________________________

Mobile no.________________________________________________( If YES go to Q. No. 4 If NO go to Q. No. 5 )

4. Have you ever changed the mobile service provider

Yes ( ) No ( )


80/81

If yes then the reason _________________________________________

5. Gender: Male ( ) Female ( )

6. Age Group

a) < 20 years ( ) b) 20-25 years ( ) c) 25-30 years ( )d) 30-35 years ( ) e) 35+ years ( )

7. Occupation

Student ( ) Salaried ( )

Business ( ) Others ___________________

AWARENESS & USAGE

8. What brand comes to your mind when you hear Mobile Service sector

Cellone ( ) Aircel ( ) RIM ( )

IDEA ( ) Airtel ( ) Vodafone ( )

Any other(s) ________________________________________________

9. Rank the mobile service providers in terms of their overall performance



( Denote 1 for Highest and 6 for Lowest rank )

10. What type of service do you intend use?Pre-paid ( ) Postpaid ( )

11. Which mobile service you would prefer to go in for



81/81


Any other(s)________________________________________________

Why______________________________________________________

( If Aircel go to Q.No. 13 otherwise go to Q. No 15 )

12. Why do you choose AIRCEL (You can choose more than one.)

Promotion ( ) Special discount ( )

Friend/Familys influence ( ) Good service quality ( )

Attractive service plan ( ) Locations of services station ( )

14. How do your aircel based on traiffs ?

Excellent( ) good ( ) fair ( ) poor ( ) very poor ( )

13. Any further suggestion for improvement to your service provider?

_____________________________________________________________

_____________________________________________________________

_______________________________________________________

Customer Signature

Date post:	03-Apr-2018
Category:	Documents
Upload:	haley-morrison
View:	220 times
Download:	0 times

AIRCEL in MARKETING

Documents