+ All Categories
Home > Documents > Project On Airtel

Project On Airtel

Date post: 16-Nov-2014
Category:
Upload: vipul
View: 139 times
Download: 3 times
Share this document with a friend
Description:
Project Airtel
67
A Project Report ON “BRAND POSITIONING AND BRAND PERCEPTION OF AIRTEL” SUBMITTED IN PARTIAL FULFILLMENT FOR THE AWARD OF THE DEGREE OF BACHELOR OF BUSINESS ADMINISTRATION UNDER THE GUIDANCE OF Dr. Amit Gupta Project Co-ordinator SUBMITTED BY: VIPUL Batch BBA III (A) Enrollment No 1
Transcript
Page 1: Project On Airtel

AProject Report

ON

“BRAND POSITIONING AND BRAND

PERCEPTION OF AIRTEL”

SUBMITTED IN PARTIAL FULFILLMENT FOR THE AWARD OF THE

DEGREE OF BACHELOR OF BUSINESS ADMINISTRATION

UNDER THE GUIDANCE OF

Dr. Amit GuptaProject Co-ordinator

SUBMITTED BY:

VIPUL Batch BBA III (A)

Enrollment No

MAHARAJA AGRASEN INSTITUTE OFMANAGEMENT STUDIES

1

Page 2: Project On Airtel

Affiliated to Guru Gobind Singh Indraprastha University, DelhiPSP Area, Plot No. 1, Sector 22, Rohini Delhi 110086

,

STUDENT UNDERTAKING

This is to certify that I have completed the Project titled “BRAND POSITIONING

AND BRAND PERCEPTION OF AIRTAL” under the guidance of “MR. AMIT

GUPTA” in partial fulfillment of the requirement for the award of degree of Bachelor of

Business Administration at Maharaja Agrasen Institute of Management Studies, Delhi.

This is an original piece of work & I have not submitted it earlier elsewhere.

VIPUL

Name of the Student

2

Page 3: Project On Airtel

ACKNOWLEDGEMENT

I VIPUL thank in particular MR. AMIT GUPTA for assigning me this project and

encouraging us to write in the first place.

I am indebted to all those who have been helpful throughout the process of writing this

Report and helping us by giving their valuable suggestions but as the cliché goes, I am

solely responsible for any remaining errors of fact or judgement. Once again we thank

everyone who helped us in our project.

Vipul

Name of the Student

3

Page 4: Project On Airtel

EXECUTIVE SUMMARY

The project included a thorough market analysis for this particular assignment. The

markets so covered were in North and south Delhi cluster. Initially we analyzed the

market category and then accordingly segmented it to do a proper study of the entire

competition prevailing in the market.

Later we in a team also got involved in knowing the brand positioning and perception of

Airtel with its competitors to interact and deal with customers. This also helped us in

getting the knowledge of the various tariff plans and promotional offers.

The Airtel is by and large a very important market, as still majority of the customer use

its services.

But our survey showed that Airtel is getting tough competition from Vodafone followed

by Reliance, Tata and Idea respectively: especially when the price-war started between

the players: the rates have been so slashed that every player is trying hard to capture the

major portion of the market.

4

Page 5: Project On Airtel

Table of CONTENTS

Student declaration…………………………………………………………...i

Certificate fromGuide…………………………………………………..…...ii

Acknowledgement………………….……………………………..…..……iii

ExecutiveSummary……………………………………...……………….....iv

Page no.

CHAPTER-1 Introduction

CHAPTER -2Company Profile / About the Organization

CHAPTER -3Research Methodology

CHAPTER -4Projects & Services

CHAPTER -5Conclusion, Findings and Suggestions

Bibliography vi

5

Page 6: Project On Airtel

CHAPTER – 1

INTRODUCTION

6

Page 7: Project On Airtel

INTRODUCTION

BRAND POSITIONING AND BRAND PERCEPTION

“The object of positioning a brand is to cause people to feel that there is no

completely satisfactory substitute for the brand.”

1.1 BRAND POSTIONING

To position a brand requires that you make choices. Having a position means that the

brand will appeal to some people and not others. A brand can be positioned in several

ways: offering a specific benefit, targeting a specific segment, price, or distribution.

Positioning can be defined as follows:

Positioning is how a product appears in relation to other products in the market.

Not every product has unique truths or truths that are very different from competition.

Brands can be positioned against competing brands on a perceptual map.

7

Page 8: Project On Airtel

A perceptual map defines the market in terms of the way buyers perceive key

characteristics of competing products.

The basic perceptual map that buyers use maps products in terms of their price and

quality, as illustrated below:

BRAND POSTIONING PROCESS

Generally, the brand positioning process involves:

1. Defining the market in which the brand will compete (who the relevant buyers

are) .

2. Identifying the attributes (also called dimensions) that define the brand’s 'space'

3. Collecting information from a sample of customers about their perceptions of

each brand’s on the relevant attributes

4. Determine each brand’s share of mind

5. Determine each brand’s current location in the brand space

6. Determine the target market's preferred combination of attributes (referred to as

an ideal vector)

7. Examine the fit between:

o The position of your brand

8

Page 9: Project On Airtel

o The position of the ideal vector

8. Position.

MEASURING THE BRAND POSITIONING

Positioning is facilitated by a graphical technique called perceptual mapping, various

survey techniques, and statistical techniques like multi dimensional scaling, factor

analysis, conjoint analysis, and logit analysis.

IMPORTANCE OF BRAND POSTIONING

The brand stands for something important to the customer

Its values align with the customer’s values

It reinforces the customer’s self image or how the customer aspires to be

perceived

It can serve as a ‘badge’ or other form of self-expression

It possesses admirable qualities

It provides unique or superior customer service

It delivers a unique product purchase or usage experience

It is entertaining

It delivers superior performance

It is venerated, has heritage (continuity, trustworthy leader, since)

It is the technology leader

It has noble aims/values

It tells an engaging story about itself

It was first -- a pioneer -- in its market

1.2BRAND PERCECPTION

9

Page 10: Project On Airtel

The act of perceiving or the ability to perceive; mental grasp of brand by means of

the senses; awareness; comprehension, insight or intuition and qualities.

The understanding, knowledge, etc. gotten by perceiving, or a specific idea,

concept, impression, etc. so formed about brand.

It refers to how the brain organizes and interprets sensory information about

brand.

Brand Perception is a creation of the brain that goes beyond the input of sense organs.

Sense organs detect changes in the environment, and transmit the information as nerve

impulses or action potentials.

Perception is the process of acquiring, interpreting, selecting, and organizing sensory

information.

The term perception may be used generally for mental apprehension, but in philosophy it

is now normally restricted to sense perception—to the discovery, by means of the senses,

of the existence and properties of the external world. Philosophers have been concerned

with the analysis of perception—that is, the study of its nature and of the processes

involved in it—and with its epistemological value—that is, how far, if at all, it can be

regarded as a source of knowledge about the world. Their answers to these closely

interrelated questions have been formulated in various theories: the commonsense theory

and other kinds of direct realism, the representative or causal theory, critical realism, the

sense-datum theory, and phenomenalism. This entry will be devoted to the main features

of perception that underlie the various theories and that have raised philosophical

problems and controversy. It will discuss both the initial evidence that may be analyzed

without recourse to scientific findings and the causal and psychological process revealed

by scientific investigation.

10

Page 11: Project On Airtel

1.3 OBJECTIVE OF STUDY THE OBJECTIVES OF THE PROJECT ARE AS FOLLOWS ;

1) Study the brand positioning and perception of Airtel.

2) Do a comparative analysis with other company.

3) What are the various strategies being adopted for it.

4) Recognize factors that influence the customer to stick with their

network.

5) Providing major features that are needed by every customer.

6) How they are providing efficiency of after sales service by their

network.

7) Considering factors that help in increasing their sales.

11

Page 12: Project On Airtel

CHAPTER – 2

COMPANY’S PROFILE

12

Page 13: Project On Airtel

2.1

Company Snapshot

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. Bharti has recently forayed into retail business as Bharti Retail

Pvt. Ltd. under a MoU with Wal-Mart for the cash & carry business. It has successfully

launched an international venture with EL Rothschild Group to export fresh agri products

exclusively to markets in Europe and USA and has launched Bharti AXA Life Insurance

Company Ltd under a joint venture with AXA, world leader in financial protection and

wealth management.

Airtel comes to you from Bharti Airtel Limited; Bharti Airtel is one of the leading

alternative providers of telecommunications services in India and the first private telecom

services provider with a footprint in all the 23 telecom circles. Bharti Airtel since its

inception has been at the forefront of technology and has steered the course of the

telecom sector in the country with its world class products and services. The businesses at

Bharti Airtel have been structured into three individual strategic business units (SBU’s) -

Mobile Services, Airtel Telemedia Services & Enterprise Services. The mobile business

provides mobile & fixed wireless services using GSM technology across 23 telecom

circles while the Airtel Telemedia Services business offers broadband & telephone

13

Page 14: Project On Airtel

services in 94 cities. The Enterprise services provide end-to-end telecom solutions to

corporate customers and national & international long distance services to carriers. All

these services are provided under the Airtel brand.

The enterprise services group includes units for both long-distance carriers and for

corporate clients. Bharti Airtel has nearly 29 million total customers -- approximately

more than 27 million GSM mobile and 1.6 million fixed-line customers.

The company was founded as Bharti Tele-Ventures in 1995 and

changed its name in early 2006 to Bharti Airtel Limited. It is a unit

of Indian conglomerate Bharti Enterprises)

Sunil Bharti Mittal (Chairman and Group Managing Director)

This highly innovative company created telecom history when it farmed out its network

management to experts Nokia and Ericsson, and set a trend in the global cellular industry.

Last year, Vodafone gave the company a vote of confidence by acquiring 10% mostly

from early Bharti investor Warburg Pincus. This year, Bharti will offer its second

overseas services after the Seychelles. It acquired a license for tax haven Jersey, in the

Channel Islands, and is looking for more. It also plans to spend $2 billion this year to

double the size of its network and cover 50% of India's population, up from 40%

currently. )

14

Page 15: Project On Airtel

Business Divisions

Bharti Airtel offers GSM mobile services in all the 23-telecom circles of India and is the

largest mobile service provider in the country, based on the number of customers.

The group focuses on delivering telecommunications services as an integrated offering

including mobile, broadband & telephone, national and international long distance and

data connectivity services to corporate, small and medium scale enterprises.

The group offers high speed broadband internet with a best in class network. With

Landline services in 94 cities we help you stay in touch with your friends & family and

the world.

The Company compliments its mobile and broadband & telephone services with national

and international long distance services. It has over 35,016 route kilometers of optic fibre

on its national long distance network. For international connectivity to east, it has a

submarine cable landing station at. For international connectivity to the west, the

15

Page 16: Project On Airtel

Company is a member of the South East Asia-Middle East-Western Europe – 4 (SEA-

ME-WE-4) consortiums along with 15 other global telecom operators.

Marketing strategies

Bharti decided to design different marketing strategies for different circles depending

on the strategies, employed by the competitors. While the company was focusing on its

pricing strategies, its competitors in various sectors were concentrated on new service

offerings and value additions (For instance, in the Chennai circle, the cellular war

between RPG Group, Bharti and Hutch was more value and service driven). Since the

players almost immediately matched price reduction moves, companies had begun

focussing on developing value-added offerings and schemes to expand their market and

gain customer loyalty. Analysts remarked that the players were coming up with new

schemes or value-additions almost every week to get the better of their competitors.

By constantly keeping itself abreast with the moves of its competitors and launching

various proactive/reactive schemes, Bharti was able to retain its leadership position.

Despite continual attacks from Hutch, Relaince, Spice, Idea Cellular and BPL, Bharti’s

cellular services received good high response in all circles during 2005. It was reported

that in Mumbai, 60-75% of customers seeking Airtel services were BPL Mobile and

Hutch subscribers. In fact, it was becoming difficult for the company to activate cellular

connections in Mumbai swiftly on account of the high rush – in some cases; it took

almost three days to activate a connection.

16

Page 17: Project On Airtel

2.2COMPETITOR’S PROFILE

Vodafone Essar

Vodafone Essar, previously Hutchison Essar is a cellular operator in India that covers

16 telecom circles in India . Despite the official name being Vodafone Essar, its products

are simply branded Vodafone. It offers both prepaid and postpaid GSM cellular phone

coverage throughout India and is especially strong in the major metros.

Vodafone Essar provides 2G services based on 900Mhz and 1800Mhz digital GSM

technology, offering voice and data services in 16 of the country's 23 licence areas.

Growth of the company as Hutchison Essar

In 1992 Hutchison Whampoa and its Indian business partner established a company that

in 1994 was awarded a licence to provide mobile telecommunications services in

Mumbai (formerly Bombay) and launched commercial service as Hutchison Max in

November 1995. Analjit Singh of Max still holds 12% in company.

By the time of Hutchison Telecom's Initial Public Offering in 2004, Hutchison Whampoa

had acquired interests in six mobile telecommunications operators providing service in 13

17

Page 18: Project On Airtel

of India's 23 licence areas and following the completion of the acquisition of BPL that

number increased to 16. In 2006, it announced the acquisition of a company that held

licence applications for the seven remaining licence areas.

In a country growing as fast as India, a strategic and well managed business plan is

critical to success. Initially, the company grew its business in the largest wireless markets

in India - in cities like Mumbai, Delhi and Kolkata. In these densely populated urban

areas it was able to establish a robust network, well known brand and large distribution

network -all vital to long-term success in India. Then it also targeted business users and

high-end post-paid customers which helped Hutchison Essar to consistently generate a

higher Average Revenue Per User ("ARPU") than its competitors. By adopting this

focused growth plan, it was able to establish leading positions in India's largest markets

providing the resources to expand its footprint nationwide.

In February 2007, Hutchison Telecom announced that it had entered into a binding

agreement with a subsidiary of Vodafone Group Plc to sell its 67% direct and indirect

equity and loan interests in Hutchison Essar Limited for a total cash consideration (before

costs, expenses and interests) of approximately US$11.1 billion or HK$87 billion.

18

Page 19: Project On Airtel

IDEA

Company Information

Idea Cellular is a wireless telephony company operating in various states in India. It

initially started in 1995 as a join venture between the Tatas, Aditya Birla Group and

AT&T by merging Tata Cellular and Birla AT&T Communications.

Initially having a very limited footprint in the GSM arena, the acquisition of Escotel in

2004 gave Idea a truly pan-India presence covering Maharashtra (excluding Mumbai),

Goa, Gujarat, Andhra Pradesh, Madhya Pradesh, Chattisgarh, Uttar Pradesh (East and

West), Haryana, Kerala, Rajasthan and Delhi (inclusive of NCR).

The company has its retail outlets under the "Idea n' U" banner. The company has also

been the first to offer flexible tarrif plans for prepaid customers. It also offers GPRS

services in urban areas.

Presently, operations exist in 11 Service Areas covering Delhi, Maharashtra, Goa,

Gujarat, Andhra Pradesh, Madhya Pradesh, Chattisgarh, Uttaranchal, Haryana, UP-West,

Himachal Pradesh, UP-East, Rajasthan and Kerala. With a customer base of over 23

million, IDEA Cellular's footprint currently covers approximately 60% of India's telecom

population.

19

Page 20: Project On Airtel

A frontrunner in introducing revolutionary tariff plans; IDEA Cellular has the distinction

of offering the most customer friendly and competitive Pre Paid offerings, for the first

time in India in an increasingly segmented market

Customer Service and Innovation are the drivers of this Cellular Brand. A brand known

for their many firsts, Idea is only operator to launch GPRS and EDGE in the country.

Idea has received international recognition for its path-breaking innovations when it won

the GSM Association Award for "Best Billing and Customer Care Solution" for 2

consecutive years.

IDEA Cellular is part of the Aditya Birla Group, a US$ 24 billion corporation with a

market cap of US$ 31.5 billion and in the league of Fortune 500. Anchored by an

extraordinary force of over 100,000 employees belonging to 25 different nationalities,

over 50% of its revenues flow from its overseas operations.

With ambitious future plans, the company is poised for rapid growth across the whole

country.

Brand Information

The Brand Idea: It is almost impossible to disintegrate brand Idea from the corporate

Idea. Brand values are the company values and vise versa.

The Brand Vision: It goes without saying that the brand vision of idea mirrors the

company’s vision. The brand mission statement is... To be the most customer-focused

mobile service brand, continuously innovating to help liberate our customers from the

shackles of time & space.

20

Page 21: Project On Airtel

Reliance Communications

Reliance Communications (formerly Reliance Infocomm), along with Reliance Telecom

and Flag Telecom, is part of Reliance Communications Ventures (RCoVL). According to

National Stock Exchange data, Anil Ambani controls 66.75 per cent of the company,

which accounts for more than 1.36 billion shares of the company. Reliance Infocomm is

an Indian telecommunications company. It is the flagship company of the Reliance-Anil

Dhirubhai Ambani Group, comprising of power (Reliance Energy), financial services

(Reliance Capital) and telecom initiatives of the Reliance ADA Group. Reliance

Infocomm is currently managed by Anil Dhirubhai Ambani.It uses CDMA2000 1x

technology.

Company Profile

On November 15th 1999, Reliance infocomm begins its project planning. The founder of

RELIANCE INFOCOMM, Dhirubhai Ambani dream was “Make a phone call cheaper

than a postcard and you will usher in a revolutionary transformation in the lives of

millions of Indians”. In 2000, optic fibre laying process commences in Gujarat, Andhra

Pradesh and Maharashtra. In 2001, first media convergence Node made “Ready for

Electronics” at Jaipur. In 2002, first Base Transceiver Station (BTS) made “Ready for

Electronics”. Then in same year company obtains International Long Distance License

from Govt. of India. After that they establish 1st point of Interconnect in New Delhi and

on December 27, Honorable Prime Minister of India Atal Bihari Vajpayee inaugurates

RELIANCE INFOCOMM. Then year 2003 starts which was the most successful year for

Reliance Communications.

21

Page 22: Project On Airtel

Strategic Business Units

The business of Reliance Communications is organized into three strategic customer

facing business units: Wireless, Global, and Broadband. In addition, one of the wholly

owned subsidiaries of Reliance Communications is engaged in the marketing and

distribution of wireless handsets. Their strategic business units are supported by our fully

integrated, state-of-the-art network and operations platform and by the largest retail

distribution and customer service facilities of any communications service provider in

India.

22

Page 23: Project On Airtel

Tata Teleservices

Company profile

Tata Teleservices Limited (TTSL) is part of the Tata Group of Companies, an Indian

Conglomerate. It runs the brand name Tata Indicom in India in various telecom circles of

India. The company forms part of the Tata Group's presence in the Telecommunication

Industry in India.

TTSL was incorporated in 1995 and was the first company to offer CDMA Mobile

services in India, specifically in the state of Andhra Pradesh.

Tata is the direct competitor with other operators in India. The company provides unified

telecommunication solutions including mobile, fixed wireless, fixed line and broadband.

Other competitors like Vodafone, Airtel, Aircel, Idea, MTNL, and BSNL providing GSM

based mobile telephony.

The company was first in India to provide free intra network calling within city limits.

They launched a unique scheme providing lifetime rental free connectivity on its mobile

and fixed wireless for a one-time charge.

23

Page 24: Project On Airtel

The Tata Group's commitment to building a substantial presence in India's telecom

industry has seen it play a leading role in the development of the country's

communications infrastructure. The telecom services of the Group are offered under the

brand name Tata Indicom, and cover all segments, from retail and enterprise to wholesale

and international. The objective is to make Tata Indicom the preferred

telecommunications choice of customers across the country.

The Tata Indicom Enterprise Business Unit (TIEBU) is the central, specialized enterprise

sales and marketing unit for the Tata Group's telecom initiatives. The unit is the

benchmark telecom player in the enterprise space and was formed with a view to

providing customized, end-to-end voice and data solutions to customers across India. It

delivers cost-effective, integrated solutions that are designed to fulfill the most complex

communication needs.

Tata Indicom offers you a range of products and services like Wireless Internet, Wireless

USB Modem and Mobile Phones so you are always connected.

Landline Phones Net Telephony Internet & Broadband It has partnered with Motorola,

Ericsson, Lucent and ECI Telecom for the deployment of a reliable, technologically

advanced network. The company, which heralded convergence technologies in the Indian

telecom sector, is today the market leader in the fixed wireless telephony market with a

total customer base of over 3.8 million.

Tata Teleservices’ bouquet of telephony services includes Mobile services, Wireless

Desktop Phones, Public Booth Telephony and Wireline services. Other services include

value added services like voice portal, roaming, post-paid Internet services, 3-way

conferencing, group calling, Wi-Fi Internet, USB Modem, data cards, calling card

services and enterprise services. Some of the other products launched by the company

include prepaid wireless desktop phones, public phone booths, new mobile handsets and

new voice & data services such as

24

Page 25: Project On Airtel

BREW games, Voice Portal, picture messaging, polyphonic ring tones, interactive

applications like news, cricket, astrology, etc.

CHAPTER – 3

RESEARCH

METHODOLOGY

25

Page 26: Project On Airtel

RESEARCH METHODOLOGY

As the area of specialization is Marketing, So the study of the hotel is carried out from

the Strategic Marketing point of view and analysis of the gathered data is done in the

light of academic knowledge secured from the Institute. After getting relevant

information the findings have been analyzed and compiled, which highlights the area

undertaken in the Research of the Hotel for the last five years.

The Data hunting for the Project was conducted in various logical and systematic steps

to obtain maximum information on this context keeping the objective in the mind.

Broadly speaking the data was collected from two sources-

Data concerning Brand positioning and Brand perception is of the following companies:

Airtel

Vodafone

Idea

Reliance

Tata Indicom

The methodology followed for carrying out this study can be broken into following sub-

headings:

SAMPLE DESIGN: -

Random sample design was adopted; the customers were selected randomly on the basis

of convenience.

SAMPLE SIZE: -

The total sample size of 80 from various areas was taken.

26

Page 27: Project On Airtel

DATA COLLECTION METHOD

PRIMARY DATA: - A questionnaire was developed to be used as a checklist.. It was

ensured that each respondent should be given equal importance. The questionnaire

consists of closed ended as well as open-ended questions.

SECONDARY DATA: -

The secondary data collected from the different sources: -

Airtel website

Journals

Magazines

Company Brochures

Other Companies websites

SAMPLING TECHNIQUES

Data is analyzed and interpreted using statistical method or tools like bars, charts, and

different kinds of pie charts.

In this research; data has been collected through QUESTIONNAIRES.

The main purpose of using this type of method for collection of data is the fact that:-

1. It is free from the bias of the interviewer; answers are in respondents' own words.

2. Large samples can be made use of and thus results can be made more dependable and reliable.

27

Page 28: Project On Airtel

CHAPTER – 4

PRODUCT AND

SERVICES

28

Page 29: Project On Airtel

AIRTEL BRAND POSTIONING

Creating a Winning Brand Promise

The goal of Airtel brand positioning exercise is to develop a brand promise that is unique,

compelling and believable. AIRTEL brand positioning evaluates all potential brand

promises against these three criteria – unique, compelling and believable. The winning

promise is delivered against all three criteria or it won’t work. The only way to assess this

is to measure each of these for Airtel brand promise option with each key target audience.

Capture the Mind. Win the Day.

Remember the Mind Is a Memory Bank To better understand what an advertiser is up

against, it may be helpful to take a closer look at the objective of all advertising

programs- the human mind.

Like a memory bank, the mind has a slot or "position" for each bit of information it has

chosen to retain. In operation, the mind is a lot like a computer.

But there is one important difference. A computer has to accept what is put into it. The

mind does not. Infact, it’s quite the opposite.

The mind, as a defense mechanism against the volume of today's communications,

screens and rejects much of the information offered it. In general, the mind accepts only

that new information which matches its prior knowledge or experience. It filters out

everything else.

29

Page 30: Project On Airtel

Choose Your Words Carefully

We had a depressingly familiar experience last week. A brand manager took us through

their fresh brand strategy, and it was terrible. It was, like most brand positioning,

pointless. About eight out of every 10-brand strategies have no impact whatsoever on

brand equity. And this was going to be another addition to that big book of pointless

branding for two reasons.

First, there were too many words in the positioning statement. Three concentric circles

confronted us. The central red circle was called the brand essence. In the middle was a

blue circle called brand personality. And then around the edge was a circle in yellow,

called brand identity.

I have never seen a great brand positioning strategy that needed more than three words to

define the brand. Any more than that and the probability of achieving any kind of impact

on the market turn almost immediately to zero.

The Brand Positioning Workshop

The Brand Positioning Workshop by Airtel is designed to gain complete consensus

among organization’s management team and marketing leadership on the brand’s target

customers, essence, promise and personality.

They work with you to develop their brand’s position in its current marketplaces, while

designing flexibility for its future growth. This includes identifying, analyzing and

selecting the brand’s target audiences, competitive frame of reference and key customer

benefits (functional, emotional, experiential and self-expressive). The workshop focuses

on developing the brand’s essence, promise and personality. They also ensure that

their brand has chosen the most powerful benefits to own and that it has developed the

proof points and “reasons to believe” for those benefits.

30

Page 31: Project On Airtel

We believe that the primary brand benefit should deliver against these objectives:

• The benefit is extremely important to your target audience(s).

• Your organization has unique, sustainable competencies (and strategic intent) in

delivering against the benefit.

• Your competitors are not delivering against the benefit (nor would it be easy for them to

do so in the future).

• Any benefit chosen must be unique, compelling, motivating, understandable and

believable.

Understanding the Competition

When a company positions its brand in a customer’s mind, it is positioning that brand

against other brands. It is critical to understand the strengths, weaknesses, opportunities

and threats of each of those competitors along with the industry structure itself. (In fact,

wise organizations dedicate a person to understanding the competition.)

This knowledge about your competition is necessary because you want to uniquely

“own” an important benefit in your customer’s mind. Ideally, this benefit is one,

your competitors have not addressed and cannot easily address in the future. Better

yet, the benefit you “own” should be one that takes advantage of your competitors’.

The Technology Advantage

Tomorrow's technology to enrich today.

31

Page 32: Project On Airtel

SEVEN BASIC FEATURES OF AIRTEL THAT MAKES IT SUPERIOR THAN OTHER PLAYERS

Technology

Bharti tele-communications provides and amongst the top technologies in the world. In

ranking of top 100 global technology companies, Bharti has made its maiden appearance

at a very impressive 19th position. At the 19th position, Bharti features ahead of global

companies like Microsoft, Ericsson, Motorola, Verizon, France Telecom, IBM, Intel,

Cisco and Qualcomm. It provides the largest GSM network

Clarity

A position should be easy to communicate and quick to comprehend. Difficulty in either

suggests that a position is too fuzzy to be of value to the brand. Airtel provides clarity and

an undisrupted voice or network connection everywhere.

Distinctiveness

People have few needs that are unfulfilled, and they have many choices to fill the needs

they have. If a brand’s position lacks distinctiveness it will be forced to compete on the

bases of price or promotion; expensive strategies that will not build brand equity in the

long term. Airtel is distinct in its services, clarity, network and efficiency.

Coherence

32

Page 33: Project On Airtel

Airtel needed to deploy a cohesive and coordinated approach to operating its systems.

Speak with one voice through all the elements of the marketing mix if one wish to create

a strong position. If, for example, a brand that is positioned as premium quality and price

appears to be low, its quality image will suffer. And thus meeting all such requirements is

Airtel’s primary objective.

Commitment

Often people will get nervous when a strong position threatens to ignore or even alienate

some segment of the population as a price of clearly communicating to the desired target.

Once a position is adopted, it takes commitment to see it through, in the face of criticism

and pot shots. Airtel is committed to its customers and keep on looking after their tele-

communications needs.

Services

Airtel brings you a host of exciting features ranging from facilities like online tests, in

touch and Video Surveillance Solutions to trouble shooting devices like, Net Expert and

Web Jockey. Airtel’s provides the best broadband services of high speed and

performance to its consumers.

Coverage

It goes without saying that adopting a strong brand position requires coverage. It is much

easier to defend an appeal to everyone with a rather generic sales pitch. You must believe

that the position makes strategic sense for the brand and then stick to your guns. Airtel

covers 94 cities in India.

33

Page 34: Project On Airtel

LIMITATIONS

1) A small sample size of 100 customers was considered due to time and resource

constraints.

2) The scope of the project is limited to the Delhi only. So, we

cannot say that the same response will exist throughout India.

3) Some of the customers were not co-operative in giving correct

information even if they were aware of various features and

schemes of Airtel.

4) Human error during recording, tabulation and printing error

could be present.

34

Page 35: Project On Airtel

ANALYSIS AND INTERPRETATION

QUEST 1: Which connection you are currently using?

35

32%

24%14%

12%

16%2%

AIRTEL VODAFONE IDEA

TATA RELIANCE OTHERS

Page 36: Project On Airtel

Out of our sample size 32% of the population is using Bharti Airtel, which is the highest percentage among other competitors and the remaining 68% of the population is using Vodafone, Rliance, Iea, tata and others.

QUEST 2: out of the scale of 10, how much scale do you give to easy recharge process of your operator?

9.5

8

6

4

6

3

0123456789

10

Series1

The users of Bharti Airtel rated the easy recharge process, 9.5 out of 10, which is the

highest scaling given among all other operators, followed by Vodafone, 8. Idea and

Reliance have been scaled same i.e 6, and tata is rated 4.

36

Page 37: Project On Airtel

QUEST 3: On what basis, you choose your operator?

15%

10%

4%

70%

1%

ECONOMICAL PROMOTIONAL

VALIDITY OPTIONS NETWORK COVERAGE

OTHERS

70% of the sample population gives the first preference to the network coverage while choosing the operator, an insignificant portion gives weightage to the economical issues, 10% goes by the promotional offers and only 4 % of the population says validity is the main criteria.

37

Page 38: Project On Airtel

QUETS 4: out of the scale of 10, rate the network coverage of the following operators.

The network coverage of Bharti Airtel has been rated the highest i.e the average 9.5, followed by Vodafone with an average of 8.

38

0

2

4

6

8

10

Series1

Series1 9.5 8 4 4 5 3

AIRTEL

VODAFONE

IDEA TATARELIANCE

OTHERS

Page 39: Project On Airtel

QUEST 7: Is your operator introduces promotional offers/schemes frequently? If yes mention any two.

A surprising 82% of the population says yes that their respective operators

introduces schemes frequently whereas 15% of the customers says no to it

while the rest 3 % can’t say about the promotional offers.

39

82

153

YES NO CAN'T SAY

Page 40: Project On Airtel

QUEST 8: which operator would you prefer (except yours)?

55

20

10

5

10

0

0 20 40 60

OP

ER

AT

OR

S

NO. OF PEOPLE

Series1

55% of customers want to go with Bharti Airtel, 20% prefers Vodafone, Idea

is preferred by 10% of the sample selected, 10% wants to prefer M.T.N.L.

and 5% wants to prefer Tata.

40

Page 41: Project On Airtel

QUEST 9: do you give preference to advertisement for choosing your

operator?

40 people out of the population of 100 customers says that they give

preference to the advertisements, for 25 customers advertisement does not

play a major role, rest 35 can’t say.

41

05

10

1520

25

3035

40

NO. OF PEOPLE

YES NO CAN'TSAY

Series1

Page 42: Project On Airtel

QUEST 10: out of the scale of 10, how much score do you give to customer care support of your operator?

The customers of Airtel have rated the highest of 8 in terms of customer care

support, next leader in this is the Vodafone and have been rated an average 8

marks, idea and reliance have been rated the same 6 and Tata following the

leaders after securing 5.

42

8

7

6

5

6

2

AIRTEL

VODAFONE

IDEA

TATA

RELIANCE

OTHERS

Page 43: Project On Airtel

Quest. 11 what do you think about the Airtel’s advertisements?

65%

25%

7%3%

excellent good average poor

43

Page 44: Project On Airtel

CHAPTER – 5

CONCLUSION,

FINDINGS AND

SUGGESTIONS

44

Page 45: Project On Airtel

CONCLUSION

In our view, AirTel has the most recognizable brand in the Indian operator space, with

30.8% of our respondents able to identify it as a mobile brand unaided. While this is

lower than many of its competitors, examination of the various brand strength indicators

shows AirTel has a much stronger brand than its competitors do. Of respondents, 27.4%

identified AirTel with “cool”, 26% with “creative”, and 22% with “technically

advanced”. Only 8.6% of respondents identified AirTel with “cheap”. These are solid

brand equity numbers, which Bharti can continue to capitalize on as it competes in an

increasingly crowded space. It has increased its market share from 20.5% to 21.5% of the

market. Driving some of this growth are experiences of AirTel customers. Some of our

other research suggests AirTel customers are quite satisfied with almost all aspects of

Bharti’s offering.

45

Page 46: Project On Airtel

FINDINGS

Following are our few findings during the project tenure:-

Airtel enjoys high market share with improved customer satisfaction

front.

Many people have an image about airtel that they have some hidden

cost and have confusing plans.

Airtel faces major competition in the field Vodafone, Idea and trusted

brand Reliance.

Airtel in comparison to its competitive brands has a good market

image but due to some server problem has let it down.

From the data collected Bharti Airtel is given preference by customer

because of the network connectivity.

Airtel advertisements are more attractive

There are many more findings, which would be discussed later in the report.

46

Page 47: Project On Airtel

RECOMMENDATIONS

Airtel should focus on the server down problem. So as to enable its customer a

smooth and uninterrupted services such that free flow of services.

Airtel should also focus on improving its IMAGE in the fast paced market

competition.

Aitrel should focus on more PROMOTION tactics to increase its brand

perception. They should display proper advertisement boards, hoardings, in order to

increase the image of the company in the minds of the consumer.

It should display hoardings at the places where the footfall is high like metros, bus

stands mall etc.

Airtel should better up with their network and connectivity problems so as to

maintain their hold in the market, as it is a service not a product.

The tariff plans should not be complex, but should be very easy to explain to the

customer by the FOS (feet on street). The FOS should have proper knowledge e about the

schemes provided by the company so that they can convey the right message to the

customer base politely.

Airtel should make a different cell for customer satisfaction, where in the people

so employed can personally look after their complaints, rather than waitin for the channel

member to do the same.

47

Page 48: Project On Airtel

It should have a proper complaint BOXES, at their respective outlet where they

can focus on customer demands and needs.

The company should assure of proper supply of recharge vouchers cards to its

distribution networks, so that they can provide it to the customers on time.

Airtel should also be tough on their LBA”S (Local Business Associates) if they

are not providing proper results, as they do have a tendency of taking things for granted

some times.

Hence working on above-mentioned recommendations can help airtel to gain more

market share and further strengthen their hold on positioning in the minds of the

customers. Last but not the least; Airtel is a major player in the market as they are

providing lucrative schemes with excellent margins.

48

Page 49: Project On Airtel

BIBLIOGRAPHY

1. 1. NewspaperNewspaper

Times of IndiaTimes of India Hindustan timesHindustan times the Hinduthe Hindu

2. 2. MagazinesMagazines

Business worldBusiness world India todayIndia today

3. 3. Web sitesWeb sites

www.google.comwww.google.com www.indiatimes.comwww.indiatimes.com www.airtel.comwww.airtel.com www.mp3download.comwww.mp3download.com

49

Page 50: Project On Airtel

QUESTIONNAIRE

Customer's Name: …………………………………………………….Address: ……………………………………………………………….Phone No: ………………………………………………………….

1. Which Connection you are currently using? Give reason for choosing this connection?

AIRTEL VODAFONE IDEA TATA RELIANCE OTHERS

……………………………………………………… ……………………………………………………….

2. Out of scale of 10, how much scale do you give to easy recharge process of your operator?

AIRTEL VODAFONE IDEA TATA RELIANCE OTHERS

3. On what basis, you choose your operator? a) Economical b) Promotional Offers c) Validity Options d) Network Coverage e) Others please specify...........................................................

4. Out of scale of 10, rate the network coverage of the following operators?

AIRTEL VODAFONE IDEA TATA RELIANCE OTHERS

50

Page 51: Project On Airtel

5. Is your operator introduces promotional offers/schemes frequently? If yes, write any two?

a) Yesb) Noc) Can't say …………………………………………………………….. ……………………………………………………………..

6. Which operator would you prefer except yours?

AIRTEL VODAFONE IDEA TATA RELIANCE OTHERS

7. Do you give preference to advertisement for choosing your operator?a) Yesb) Noc) Cant say

8. Out of scale of 10, how much score do you give to Customer Care Support of your operator?

AIRTEL VODAFONE IDEA TATA RELIANCE OTHERS

9. If you are given a chance of changing your operator to Airtel, then will you agree to it?

a) Yesb) Noc) Can’t say

10. Are you satisfied with your current operator? a) Strongly satisfied b) Somewhat satisfied c) Moderate d) Somewhat dissatisfied e) Strongly dissatisfied

11. What is the first thing that comes to your mind when you hear the following?

a) Connection/Operator …………………………… b) Network Coverage …………………………… c) Scheme …………………………… d) Economical ……………………………

51

Page 52: Project On Airtel

e) Best Advertisement ……………………………

52


Recommended