A Project Report On
“Comparative analysis of
MARKETING STRATEGIES STRATEGIES O
!o"afone # AIRTE$ %
ACKNOWLEDGEMENT I Vijsh Vijsh Vo Vohra, sincerel y thankful to all those people who have been giving me any kind of assistance in the making of this project report. I expr expres esss my grat gratit itud udee to Mrs. Mrs.T Taxila xila,, who who has has thro throug ugh h her her vast vast expe experi rien ence ce and and know knowle ledg dgee has has been been able able to guid guidee me, me, both both ably ably and and succ succes essf sful ully ly towa toward rdss the the completi completion on of the project. project. I express express my gratitud gratitudee to Indian Indian Instit Institute ute of Techno echnology logy Management, !anak "uri
I would hereby, make most of the opportunity by expressing my sincerest thanks to all my facu facult ltie iess whos whosee teac teachi hing ngss gave gave me conc concep eptu tual al unde unders rsta tand ndin ing g and and clari clarity ty of comprehension, which ultimately made my job more easy. #redit also goes to all my frien friends ds whose whose encou encourag rageme ement nt kept kept me in good good stead. stead. Their Their
conti continu nuou ouss
suppo support rt
has
given me the strength and confidence to complete the project without any difficulty. $ast of all but not the least I would like to acknowledge my gratitude to the respondents without whom this survey would have been incomplete. I am also thankful to authority of %irtel Vodafone Vodafone for providing me the information.
& Vijesh Vohra' Vohra'
ACKNOWLEDGEMENT I Vijsh Vijsh Vo Vohra, sincerel y thankful to all those people who have been giving me any kind of assistance in the making of this project report. I expr expres esss my grat gratit itud udee to Mrs. Mrs.T Taxila xila,, who who has has thro throug ugh h her her vast vast expe experi rien ence ce and and know knowle ledg dgee has has been been able able to guid guidee me, me, both both ably ably and and succ succes essf sful ully ly towa toward rdss the the completi completion on of the project. project. I express express my gratitud gratitudee to Indian Indian Instit Institute ute of Techno echnology logy Management, !anak "uri
I would hereby, make most of the opportunity by expressing my sincerest thanks to all my facu facult ltie iess whos whosee teac teachi hing ngss gave gave me conc concep eptu tual al unde unders rsta tand ndin ing g and and clari clarity ty of comprehension, which ultimately made my job more easy. #redit also goes to all my frien friends ds whose whose encou encourag rageme ement nt kept kept me in good good stead. stead. Their Their
conti continu nuou ouss
suppo support rt
has
given me the strength and confidence to complete the project without any difficulty. $ast of all but not the least I would like to acknowledge my gratitude to the respondents without whom this survey would have been incomplete. I am also thankful to authority of %irtel Vodafone Vodafone for providing me the information.
& Vijesh Vohra' Vohra'
CONTENT
1. Ackn Acknow owle ledg dgeement ment 2. Contents 3. Synos!s ". !nt# !nt#o od$ d$cct!o t!on %. Need Need o& t'e t'e st$ st$dy dy (. o)*e o)*ect ct!+ !+es es o& o& t'e t'e st$d st$dy y ,. !nt#o !nt#od$c d$ct!o t!on n o& o& t'e to!c to!c Telecom secto# !n -nd! A!#tel /od&one 0ckg#o$nd Comny #o&!le o& A!#tel Com#!son )etween m#ket!ng st#tegy o& 0'#t! A!#tel nd /od&one . ese ese# #c' c' Met Met'o 'odo dolo logy gy Tye o& #ese#c' met'odology Dt collect!on met'od Met'od o& collect!on . Dt Dt Anly Anlys!s s!s nd nd -nte## -nte##et ett! t!on on 14. Swot nlys!s nlys!s 11. 11. S$ggest! S$ggest!on on 5 Concl$s!on Concl$s!on 12. ecommend ecommendt!o t!ons ns
13. 0!)l!og# 0!)l!og#'y 'y 1". 6$est!onn 6$est!onn!#e !#e
INTRODUCTION OF AIRTEL AND VODAFONE A-TEL
A!#tel is a brand of telecommunication services in India operated by (harti %irtel.
%irtel is the largest cellular service provider in India in terms of number of subscribers. (harti %irtel owns the %irtel brand and provides the following s ervices under the brand name %irtel) Mobile *ervices &using +*M Technology', (roadband Telephone *ervices &ixed line, Internet #onnectivity&-*$' and $eased $ine', $ong -istance *ervices and nterprise *ervices &Telecommunications #onsulting for corporates'. It has presence in all /0 circles of the country and covers 123 of the current population &as of 451'. $eading international telecommunication companies such as Vodafone and *ingTel held partial stakes in (harti %irtel.
/ODA7ONE ESSA
/od&one Ess# , previously 8$tc'!son Ess# is a cellular operator in India that covers 26 telecom
circles in India -espite the official name being Vodafone ssar, its products are simply branded /od&one . It offers both prepaid and postpaid +*M cellular phone coverage throughout India and
is especially strong in the major metros.
Vodafone ssar provides /+ services based on 755 M89 and 2:55 M89 digital +*M technology, offering voice and data services in 26 of the country;s /0 license areas.
/od&one Ess# , previously 8$tc'!son Ess# is a cellular operator in India that covers 26 telecom
circles in India . -espite the official name being Vodafone ssar, its products are simply branded /od&one . It offers both prepaid and postpaid +*M cellular phone coverage throughout India and
is especially strong in the major metros.
Vodafone ssar provides /+ services based on 755 M89 and 2:55 M89 digital +*M technology, offering voice and data services in 26 of the country;s /0 license areas.
COM9AN: 9O7-LE O7 A-TEL AND /ODA7ONE /!s!on <%s we spread wings to expand our capabilities and explore new hori9ons, the fundamental focus remains unchanged) seek out the best technology in the world and put it at the service of our ultimate user) our customer.< These are the premise on which (harti nterprises has based its entire plan of action. (harti
nterprises
has
been at the
forefront of
technology and
has revolutioni9ed
telecommunications with its world=class products and services. stablished in 27:>, (harti has been a pioneering force in the telecom sector. ?ith many firsts and innovations to its credit, ranging from being the first mobile service in -elhi, first private basic telephone service provider in the country, first Indian company to provide comprehensive telecom services outside India in *eychelles and first private sector service provider to launch @ational
$ong -istance *ervices in India. (harti had approximately 0./2 million total customers A nearly /.:: million mobile and 00B,555 fixed line customers. Its services sector businesses include mobile operations in %ndhra "radesh, #hennai, -elhi, +ujarat, 8aryana, 8imachal "radesh, Carnataka, Cerala, Colkata, Madhya "radesh circle, Maharashtra circle, Mumbai, "unjab, Tamil @adu and Dttar "radesh &?est' circle. In addition, it also has fixed=line operations in the states of Madhya "radesh and #hhattisgarh, 8aryana, -elhi, Carnataka and Tamil @adu and nationwide broadband and long distance networks. (harti has recently launched national long distance services by offering data transmission services and voice transmission services for calls originating and terminating on most of India;s mobile networks.
The #ompany is also implementing a submarine cable project connecting #hennai=*ingapore for providing international bandwidth. (harti nterprises also manufactures and exports telephone terminals and cordless phones. %part from being the largest manufacturer of telephone instruments, it is also the first telecom company to export its products to the D*%. (harti Tele=Ventures; strategic objective is Eto capitali9e on the growth opportunities that the #ompany believes are available in the Indian telecommunications market and consolidate its position to be the leading integrated telecommunications services provider in key markets in India, with a focus on providing mobile servicesF. The #ompany has developed the following strategies to achieve its strategic objective) •
ocus on maximi9ing revenues and marginsG
•
#apture maximum telecommunications revenue potential with minimum geographical coverageG
•
Hffer multiple telecommunications services to provide customers with a
•
"osition itself to tap data transmission opportunities and offer advanced mobile data servicesG
•
ocus on satisfying and retaining customers by ensuring high level of customer satisfactionG
•
$everage strengths of its strategic and financial partnersG and
•
mphasi9e on human resource development to achieve operational efficiencies.
0$s!nesses (harti Tele=Ventures current businesses include = •
Mobile services
•
ixed=line
•
@ational and international long distance services
•
V*%T, Internet services and network solutions
•
(roadband services with -*$ and ?i=i network
Comet!t!+e St#engt's (harti Tele=Ventures believes that the following elements will contribute to the #ompany;s success as an integrated telecommunication services provider in India and will provide the #ompany with a solid foundation to execute its business strategy) •
@ationwide ootprint = approximately 7/3 of India;s total mobile subscribers resided in the #ompany;s fifteen mobile circles. These 2> circles collectively accounted for approximately >63 of India;s land massG
•
ocus on telecommunications to enable the #ompany to better anticipate industry trends and capitali9e on new telecommunications=related business opportunities.
•
The strong brand name recognition and a reputation for offering high uality service to its customersG
•
Juality management team with vision and proven execution skillsG and
•
The #ompany;s strong relationships with international strategic and financial investors such as *ingTel, ?arburg "incus, International inance #orporation, %sian Infrastructure und +roup and @ew 4ork $ife Insurance.
SWOT ANAL:S-S St#engt's •
(eing one of the largest companies in India the company has achieved a degree of focus in its core business of its products.
•
It has a strong brand name, superior uality products and an enviable distribution network.
•
It has a clear and well=defined organi9ation structure and limits of financial authority.
•
Increase in advertisement spends affect the companyKs margins.
•
The companyLs bottom line falls victim to the bloated and highly paid workforce, which affects its margins. Wekness;
•
$ittle efforts over the %dvertising of products.
•
-istribution channel is not accurately categori9ed.
•
"remium priced products, hence canKt compete in low price segment.
•
@o separate strategy for rural market. Oo#t$n!t!es;
•
The company;s financial performance can receive a major boost from its cost reduction efforts.
•
There is a lot of scope of product and market diversification.
•
xports of products will also have huge chances in the coming years.
•
%irtelKs business has ample scope for gaining market share from the unorgani9ed sector. ural penetration too holds vast potential to bring about growth. T'#ets
•
The slowdown in the economy has restricted topline growth of most M#+ majors and for %irtel also it will be difficult to maintain historical growth rates in such a depressed scenario.
•
#ompanyKs major raw materials are influenced by government policies N controls as well as vagaries of the monsoons. luctuations in the prices of raw materials would have significant impact on costs and margins of the company. Moreover, inordinate hike in (road (and Internet products would also increases companyKs production and distribution cost.
NEED O7 T8E ST
2.
To identify the difference between market performance of %irtel industry and Vodafone.
/.
To study the market of %irtel Industry and Vodafone on big scale telecommunication sector.
0.
To compare various parameters of marketing strategies, manufacturing
process,
technology adopted production policy, advertising, collaboration, export scenario, future prospect for the two companies and government policies. B.
To study the level of customer satisfaction in %irtel Vodafone.
>.
To study customer buying behavior and factors which influence the purchase decision process.
6.
To study consumer preferences.
1.
To study the consumer trend in telecommunication sector.
:.
To study competitive marketing strategies adopted by %irtel and Vodafone.
O0=ECT-/E O7 T8E ST
very organi9ation has to achieve its organi9ation goals. or this it is very essential for an organi9ation to know about the view of consumers and their competitive products. This survey research may be also aimed as to estimate potential buyer for the product. The objective of the study is as under)=
2.
To identify the difference between market performance of %irtel industry and Vodafone.
/.
To study the market of %irtel Industry and Vodafone on big scale telecommunication sector.
0.
To compare various parameters of marketing strategies, manufacturing
process,
technology adopted production policy, advertising, collaboration, export scenario, future prospect for the two companies and government policies. B.
To study customer buying behavior and factors which influence the purchase decision process.
>.
To know how the company has been successful in encountering the aggressive marketing strategies of competitors.
Com#!son o& m#ket!ng st#teg!es )etween 0'#t! A!#tel nd /od&one.
9$#ose o& com#!son
•
The sub main purpose of this report is to compare the marketing *trategies adopted by (harti %irtel and its rival Vodafone
•
The comparison shows how both of the companies have been challenging each other to gain market shares.
W'y com#!son w!t' +od&one
(harti %irtel is the leader in telecommunication sector.
(harti %irtel holds the lion share of market of communication sector.
8owever, Vodafone has been giving tough competition to (harti %irtel
Vodafone is the second largest player and share holder in #ommunication sector.
*ince its launch Vodafone has been adopting aggressive marketing strategies.
The comparison shows how 8utchison ssar Telecom. #aptured //3 market share in one month of its first launch of postpaid subscription in /55/.%-.
?ith a different technology Vodafone creates its own market.
Vodafone odafone. Today deals in every business of communication sector.
Vodafone making and changing the strategies to capture the market shares
0#nd os!t!on!ng )y 0'#t! A!#tel Market segmentation
+eographical segment &metropolitans cities India'
-emographic segment = middle income groups
"eople age group of /5 to /: yea
Target marketing
"eople who living in cities and towns.
"oor or middle income group people.
4oungsters in big cities.
(usinessmen
Positioning
#reating brands &*harukh khan *achin Tendulker'
%ds and promotions
"romotion for study of poor childrens.
Marketing mix
"rice)
low price strategy
"lace)
maximum outlets and service centers
"roduct)
verities available for various groups
"romotion)
various schemes for pre=paid and post=
MAKET-NG STATEG-ES O7
/ODA7ONE.
/od&one t#get t'e #$#l -nd! The main targeted customers of Vodafone are from rural India (y offering cheap and light mobile sets Vodafone attracts most of the customers of small villages and towns.
O&&e#!ng c'e 'ndsets Vodafone offers cheap and free connections to all customers The cost for these sets was s=177=:B7=2577Oset and onward.
7#ee s$o#t nd se#+!ces In every district and big towns Vodafone opens its service centers to provide better support and services.
St#ong log!st!cs nd s$ly c'!n Vodafone has a strong logistic and supply all over India In every small town the potential customers can easily purchase the Vodafone *IM *ets
T#get!ng yo$ngste#s !n met#ool!tns Vodafone attracts youngsters by offering colorful handset at very low prices.
Brand positioning by Vodafone Market segmentation
+eographical segment &rural India'
-emographic segment = middle income groups
Target marketing
"eople living in small towns and villages.
"oor and middle income groups.
4oungsters in big cities.
(usinessmen
Positioning
#reating brands
%ds and promotions
Marketing mix
"rice ) low price strategy
"lace ) maximum outlets and service centers
"roduct ) verities available for various groups
"romotion) various schemes for pre=paid and post=paid
Services provided by Bharti Airtel Mobi l eser vi ceswi t hGSM t echnol ogy
•
•
ixed=line connections @ational and international long distance services
•
V*%T, Internet services and network solutions
•
(roadband services
Services provided by Vodafone. Pmobile services with +*M technology Pfixed=line telephone services PDniversal Internetworking PVoI" &Voice over Internet "rotocol' PInteractive Television PVisual #ommunication P(roadband "ortal PTelecommuting
C8ATE>2 ESEAC8 MET8ODOLOG:
%chieving accuracy in any research reuires a deep study regarding the subject. The prime objective of the project is to compare %irtel with the existing competitor &Vodafone' in the market and the impact of ?$$ on %irtel. The research methodology adopted is basically based on primary data via which the most recent and accurate piece of first hand information could be collected. *econdary data has been used to support primary data wherever needed.
Primary data was collected sing the following techni!es Juestionnaire Method -irect Interview Method and Hbservation Method The main tool used was, the uestionnaire method. urther direct interview method, where a face= to=face formal interview was taken. $astly observation method has been continuous with the uestionnaire method, as one continuously observes the surrounding environment he works in.
Tye o& ese#c' Met'odology
E?9LOATO:;
Type of research carried out was exploratory in natureG the objective of such research is to determine the approximate area where the drawback of the company lies and also to identify the course of action to solve it. for this purpose the information proved useful for giving right suggestion to the company. company.
DATA COLLECT-ON MET8OD
T8 T?H T4" H MT8H- H -%T% #H$$#TIH@ . • •
"IM%4 -%T%
• •
*#H@-%4 -%T%
Primary data was collected sing the following techni!es Juestionnaire Method -irect Interview Method and Hbservation Method The main tool used was, the uestionnaire method. urther direct interview method, where a face= to=face formal interview was taken. $astly observation method has been continuous with the uestionnaire method, as one continuously observes the surrounding environment he works in
Dat ausedf ort her ese arc hwor kwaspr i maryi nnat ur e. Pr i marydat a:Pr i marydat ai st hatwhi ch i st hecol l ect ed f ort hefistt i meand t hushappent obeori gi nat edi ncharact er .
Quest i onnai r esurvey: I nt hest udi esa quest i onnai r ei spr epared.Thequest i onnai r econsi st sof 15ques t i ons.
Secondarydat a: Sec ondary dat ar ef ert ot he dat at hathas bee n al r eady col l ect ed . t he secondarydat a,whi chhasbeenusedt ocarryoutt hi sst udy ,areasf ol l ow:
Sorces of secondary data Dsed to obtain information on, (hartiKs history, current issues, policies, procedures etc, wherever reuired. Q Internet Q Maga9ines Q @ewspapers Q !ournals Q (harti #irculars *tore Q (harti @ews $etters Q Vodafone *tore Q Vodafone Ministore
.
Met hodofcol l ect i on:Fi el d pr ocedur ef orgat her i ngpr i marydat ai ncl uded observ at i on and i nt ervi ew schedul ei nwhi cht hequest i onnai r eswer efil edbyt hei nt ervi ewer . Per sonali nt er vi ews t hr ough sel fadmi ni st er ed surv ey was done t o col l ectt he dat a,mar ketr es ear ch was under t aken,t hatwas acc ompl i shed by per f or mi ng v ar i ousact i vi t i esdesi gned.
ESEAC8 -NST
JD*TIH@@%I
T8E 6
Gi vi ngt her espondent s.cl earcompr ehensi onoft hequest i on. I nduci ngt her espondent st ocooper at e. Gi vi ngi nst ruct i onsast owhati sneeded. I dent i f yi ngt heneedst obeknown.
Scope of the stdy
@ To conduct this research the target population was the mobile users, ?ho are using +*M
technology. @ Targeted geographic area of -elhiN @#. *ample si9e of >5 persons was taken. @ To these >5 people a uestionnaire was given, the uestionnaire was a combination of both open
ended and closed ended uestions. @ The date during which uestionnaires were filled. @ *ome dealers were also interviewed to know their prospective. Interviews with the managers of
+*M service providers were also conducted. Q inally the collected data and information was analy9ed and compiled to arrive at the conclusion and recommendations giion
-%T% %@%$4*I* %@I@T"IT%TIH@
6>1
%s we can see from the above graph, the people who are in the age group of /2=/: years are the ones who are the maximum users of mobile phones. This segment is the one which gives maximum business to the mobile operators. This segment constitutes the young executives and other office going people. They are 6>3 of the total people who were interviewed. The next age group are the people who are /:=0> years old. They are /53 of the total. They are those who are at home or have small business units etc. %nd the next age group is the youngest generation who are 2>= 2>3 of the total interviewed people.
OCCUPATION
ST UDENT S
20% OTHERS
EXECUTIVES
10%
15%
HOUSEHOLDS
55%
6>1W't
)#e
t'e
d!&&e#ent ctego#!es o& t'e mo)!le $se# B
%s the above graph shows that >>3 of the total people interviewed are working. *o, these people are the ones who are the maximum users of mobile phones. They are the young executives, managers, Tele = callers etc. who reuire mobile for their official purposes. The next category is the households, who are either housewife, small units which operate from their homes etc. They are /53 of the whole. The next segment is the students. They are 2>3 of the whole. %nd 253 of the whole is categories who are the professionals.
6>3
Mar&et S'are Airtel
vodafone
Reliance
Idea cellular
Others
20%
36%
17%
13%
14%
These are the total market share of mobile user or people captured by the mobile provider company. There two major company in mobile phone service sector Vodafone and %irtel who respectively hold the market share with other company as 213 and /53 of total market user segment of mobile customer.
C$stome# Se#+!ce At A!#tel G#'
CUSTOMER SATISFACTION LEVEL
10%
FULLY
P ARTIA LLY
20% DISSATISFIED
10% FULLY DISSATIS FIED
60%
%s the above graph clearly shows that customer services at %irtel seems poor. 653 of the people are dissatisfied with the customer services provided by %irtel. They are the ones who have the maximum share in the market but they are lagging behind in the customer services. 253 of the people were fully dissatisfied with the customer services of %irtel. This could leave an impact on the mind of the consumer. 8e can even switch over his brand. /53 of the people seemed partially satisfied with the customer services and only 253 seem to be fully satisfied with %irtelKs customer services, which is a very small amount.
Tye O& C#d G#'
#ash cards seemed uite popular among the people interviewed. :>3 of the total mobile users were having cash card connections. This means that the cash cards should be easily and readily available in the local markets. %irtel should make sure that Magic is available in each and every nook and corner of the market. 2>3 of the people were having sim connections which is the regular bill.
Monthl E!"#n$#
12%
24% R$ 600
R$ 450
R$ 200
64%
Mont'ly eense g#' "eople on an average spend * >55 per month as their mobile phone expense. 6B3 people spend this amount. /B3 people spend * 055 per month as their monthly mobile expense. %nd the remaining 2/3 had an expense more than * 2555, they could the ones having sim connections or having cash cards and having a lot of business calls on their mobiles.
L-M-TAT-ONS
@o project is without limitations and it becomes essential to figure out the various constraints that we underwent during the study. The following points in this direction would add to our total deliberations)=
2. -uring the study, on many occasions the respondent groups gave us a cold shoulder. /.
The respondents from whom primary data was gathered any times displayed complete
ignorance about the complete branded range, which was being studied. 0. $ack of time is the basic limitation in the project. B. *ome retailersNwhole sellers refuse to cooperate with the ueries. >. *ome retailersNwholesalers gave biased or incomplete information regarding the study. 6. Money played a vital factor in the whole project duration. 1. $ack of proper information and experience due to short period of time. :. *ome retailers did not answer all the uestions or do not have time to answer.
S
ollowing are the few suggestions to A-TEL for improving the market share and image of the products concerned.
1. 9OD
2. 9LACE R The brands must be made available easily in, "#H general stores.
3. 9OMOT-ON R#ompany must undertake extensive promotional activities like advertisements must be released in different Medias to create brand awareness. Rree samples should be distributed among the prospects. *ales promotion tools like gifts, contests and coupons must be given to retailers as well as customers and prospects. R #atalogues should be distributed among customers. ". 9-CE
R "rice should be as competitive as other company maintains R -istribution of new connection should be in reach of customer pocket
CONCL
%fter analy9ing the findings of the research, I can conclude that %irtel lagged behind its competitors as far as customer service and availability is concerned. The maximum no. of people who use the mobile is in the age group of /5 to /:. #ash cards are the most popular type of mobile connections, as they are consumer friendly and recharging the connection is not a problem. Maximum no. of people spends * >55 on their connections. %s %irtel is the only company having the maximum no of mobile connections so it must seriously look into the loop holes of the existing customer service department. %s we know that now %irtel has already launched its product with logo EK %isi a9aadi aur kahanFK has already became popular in market. *o we can say that in spite of so many competitors in the market %irtel is having a good position just because every time, it tries its best to understand the need of its important customers. rom the comparison and deep analysis of every aspect of business of both the companies we can conclude that bharti %irtel has to more work in every field of communication business. It is the time not only to survive but to sustain in the market for a long time. or this %irtel has to work on its all marketing strategies, marketing, promotion, brand image.etc. %irtel has to take Vodafone. Very seriously and update its own strategies from time to time and when the need arises. ?ith aggressive marketing strategies %irtel has to target rural India as 153 of population of India lives in these areas. The other segment may be costumers of all age groups.
ECOMMENDAT-ONS
I have made following recommendation to the company after doing the summer training there)
The company should modify its credit policy as they only target the cash paying customers who are not easy to trace. The company should emphasis more on the uality of "harmaceuticals "roducts it was mostly claimed by the exporters that their receipts from company doesnKt matches with the sampleKs uality shown before giving orders. The company should make its marketing strategy flexible enough in order to face competition. The company should keep an eye on the proper delivery of the goods to exporter on time, as it has been recommended by exporters to make the delivery on time. The company rate policy must be flexible enough to catch new customers because if company offers lower price to a new customer then he may continue buy the goods and can be a permanent customer for the company.
The company should offers such rate in the market so that it may able to catch a bigger market share and it should be able to compete with the local traders and commission agents while having a brand name. The company should take the opinion of exporters from time to time to know what problems they are facing from the companyKs side. %nd if any change they reuire in present supplying conditionS
0-0L-OGA98:
In this project report, while finali9ing and for analy9ing uality problem in details the following (ooks, Maga9inesN!ournals and ?eb *ites have been referred. %ll the material detailed below provides effective help and a guiding layout while designing this text report. 0ooks ;
"rinciples of Marketing A"hilip Cotler Cevin keller edi. 2/ Market esearch A -.-. *harma esearch Methodology A #.. Cothari We)s!tes;
www.%irtelworld.com www.google.com www.india.com
www.Vodafone.in
http)NNwww.blonnet.comN/55BN56N/6NstoriesN/55B56/65/2:5155.htm, Mumbai, !une />, /55B.
comNcompaniesNcompaniesrNVodafoneinfocomN/550225Bstop=roaming.htm, B @ovember /550 -omain, Missed #all, at http)NNwww.domainb
Mg!nes;
%irtel &/ !uly to 25 !uly /55B' %irtel India page of 8T paper &Thursday 2-ecember /55B' #owards India &/6 -ecember to B !an. /55B'
6
Nme Age Gende# MaleNemale
J.2 @ame those companies which provide telecom services now a daysS
%irtel
Vodafone
eliance
T%T%
Idea
J./ which mobile company services you are using now a daysS
%irtel
Vodafone
eliance
T%T%
Idea
J. 0 %mong them, which (rand you, prefer mostS
%irtel
Vodafone
eliance
T%T%
Idea
J.B 8ow long you have been using this "roductS
5=/ 4ears
/=> 4ears
>=25 4ears
More than 25 years
J.0 %re you using other product instead of %irtelS
4es
@o
J.> how would you rate the experience with (randS
xcellent
%verage
(elow %verage %irtel
Vodafone
+ood
eliance
J.6 -o you collect any information search before making purchaseS
4es
@o
J.1 If yes, which sources are usedS
Maga9ines
-ealers
*ales xecutives
Hperators reference
"amphlets and catalogue
eference from friends and relatives
%ny other
J.:
?hat are the features you look for in a product before making purchase decisionS +ive
preferences &2=8ighest, 6= least'
(rand credibility
"rice and -iscount
%fter sales services and parts, network
Value for money
Vehicle performance
%dd on features or ergonomics of design
J.7.
?hich of these marketing N sales schemes attracts you while purchasing any connectionS
+ood @etwork
-iscount scheme
*ervice package
%ny other
J.25
If you have to purchase a new connection or product in near future, which (rand will you go for and whyS
J.22
%re you aware of various promotional activities being run by %irtel, if yes then howS %re
you satisfied with these promotional activitiesS Very
*atisfied
*atisfied
*omewhat @ot *atisfied
satisfied
#ustomer
#are
(y
ilms
(y #amp
/B hrs call center services
%d
J.2/ 8ow would you rate %irtel performance as your expectation on > points scale &> 8ighestS' 2
%fter *ale service
Maintenance
"roduct as per expectation
J.20
/
0
B
>
?hat are you suggestions for improving the product uality, service availability and parts availabilityS
