Attaulah Hussain,,,,reSearch methadology

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Project Report
On
“ Marketting Strategies Of Airtel and Idea’’
Submitted to Punjab Technical University
In partial fulfillment of the requirements for the award of degree
MASTER OF BUSINESS ADMINISTRATION
Name of the Faculty Advisor Submitted by
Ms. MAMTA SHARMA Attaulah Hussain
Lect. Deptt. of Mgt. Roll.no: 1346550
Surya School Of Business Management, (Rajpura)

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DECLARATION
I Attaulah Hussain, MBA 2nd
SEMISTER of my college surya world, hereby
declare that final project report entitled “Marketing strategy of AIRTEL vs.
IDEA” is an original work and the same has not been submitted to any other
institute for award of any other degree.
A seminar presentation of the training report was made on the date
_______________ and suggestions as approved by the faculty were duly
incorporated.
Attaullah Hussain
Dated:

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PREFACE
A determination to succeed is the only way to
succeed. For this, it is very important that all
knowledge, which we have, should be translated into
action. It is only then that we can achieve something.
Project work is the way to convert our raw talent
into potential management. Classroom knowledge
can only then be efficient when it is effectively
wedded to the realities of the situation existing
outside the classroom. In this project work place an
important role. In this regard, I was given a project
entitled “MARKETING STRATEGY OF
AIRTEL AND IDEA

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ACKNOWLEDGEMENT
Success is not brought inherited. It is a product of what we put in. Success begins
with a good feeling about where we are and a positive attitude about where we
want to be. With this willingness, I have started this project.
First of all, I would like to thank to the supreme power, the almighty god,
who has always guided me to work on the right track of my life and has always
blessed me with his blessing by giving me the best. Next to him are my parents,
whom I am greatly indebted for having me brought up with love and
encouragement.
Next comes a person, without whose guidance and encouragement, this
project report would not have been successful. So, I would like to express my
gratitude towards Ms. Parkee Bhatnagar, HOD, surya school of business
management.
ATTAULAH HUSSAIN
Dated:

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EXECUTIVE SUMMARY
First of all we have to know the meaning of research, research is increasing the knowledge
in existing knowledge or we can say that search for new ideas. So, I am taking out my
research to find out the perception of the consumers towards different cellular services, I
prepared my questionnaire and record the responses of consumers.
The presented report is an effort to find solution for the present day Problem in the cellular
service providers. Where the Company interested to find out the solution for the fact that being
a AIRTEL the Number one in the cellular service provider I proposed them to undertake a
Strategic Market Research where we would Read the Market perception of the AIRTEL and
IDEA. Starting with the Retailer’s perception and then the Company’s Perception and finally
Customer’s perception. We have presented this Research study with respect to three different
Areas with different samples size and completely different set of response Parameters. The
sampling technique used in all the three spheres of Research is Exploratory.
The data collected under all the three distinct perception point is completely primary data as I
was the prima fascia for theses responses. Primary data are collected taking the view of
consumers towards these cellular services. And secondary data also collected from the
secondary sources like the customer care services, business magazines.As a result of this
research I have see the loose pools of the company to modify their strategy at certain points
with respect to all the three perception nodes. In the Retailer’s perception segment I have
suggested the Company to increase the number of visits at retailer outlet and boost the retailer
with emotional support and confidence. In Company’ perception I suggested them to improve
the cellular services and introduce some new schemes to consumers with customer
attracting schemes which should be available at dealers.

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TABLE OF CONTENTS
Chapter Topics .
1.
1.1.1 Introduction
1.1.2 Airtel
1.1.3 Idea
2. 2.1 Review of literature
3. 3.1 Need, Objectives, Scope & Methodology
3.1.1 Need of Study
3.1.2 Objectives
3.1.3 Hypothesis
3.1.4 Research Methodology
4. 4.1 Analysis & Interpretation of data
5. 5.1 Conclusion, Limitations,
Recommendations &Suggestions
5.1.1 Conclusions
5.1.2 Findings
5.1.3 Limitations
5.1.4 Recommendations
6. 6.1 Bibliography & References
6.1.1 Questionare

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INTRODUCTION TO COMPANY
Today the tele communication sector is very important in INDIA. There is very tough
competition between various companies. Now a day’s telecommunication companies offering
various plans or benefits to customers to outstand the competition in the market. So, the
telecommunication industry, in a way, creates employment for people. So, I am here to study
the marketing strategy of companies on the consumers.After the liberalization of the Indian
Telecom Sector in 1994, the Indian cellular market witnessed a surge in cellular services. By
2005, there were a total of 12 players in the market with the five major players being Bharti
Tele-Ventures Limited (Bharti), Bharat Sanchar Nigam Limited (BSNL), Hutchinson-Essar
limited (Hutch), Idea Cellular limited (Idea) and Reliance India Mobile (RIM), and Tata
Indicom. As competition in the telecom arena intensified, service providers took new
initiatives to woo customers. Prominent among these were - celebrity endorsements, loyalty
rewards, discount coupons, business solutions and talk time schemes. The most important
consumer segments in the cellular industry were the youth segment and the business class
segment. The youth segment was the largest and fastest growing segment and was therefore
targeted most heavily by cellular service providers.
Bharti Tele-Ventures adopted celebrity endorsement as its chief promotional strategy. By 2004
it emerged the unprecedented leader commanding the largest market share in the cellular
service market. Hutch implemented the celebrity endorsement strategy partially, relying
primarily on its creative advertising for the promotion of its brand. BSNL, on the other hand,
attracted the consumer through its low cost schemes. Being a state owned player, BSNL could
cover rural areas, and this helped it increase its subscriber base. Reliance was another player
that cashed on its innovative promotional strategies, which included celebrity endorsements
and attractive talk time schemes. Idea relied heavily on its creative media advertising sans
celebrities.
CHAPTER 1.introduction & company profile

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AIRTEL
Airtel comes to you from Bharti Tele-Ventures Limited - a part of the biggest private
integrated telecom conglomerate, Bharti Enterprises. A consortium of giants in the
telecommunication business. In it's six years of pursuit of greater customer satisfaction,
Airtel has redefined the business through marketing innovations, continuous
technological up gradation of the network, introduction of new generation value added
services and the highest standard of customer care.
Bharti is the leading cellular service provider, with an all India footprint covering all
23 telecom circles of the country. It has over 12 million satisfied customers.
Cellular telephony was introduced in India during the early 1990s. At that time, there
were only two major private players, Bharti (Airtel) and Essar (Essar) and both these
companies offered only post-paid services. Initially, the cellular services market
registered limited growth.
Moreover, these services were mostly restricted to the metros. Other factors such as
lack of awareness among people lack of infrastructural facilities, low standard of living,
and government regulations were also responsible for the slow growth of cellular phone
services in India. Although the cellular services market in India grew during the late
1990s (as the number of players increased and tariffs and handset prices came down
significantly) the growth was rather marginal. This was because the cellular service

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providers offered only post-paid cellular services, which were still perceived to be very
costly as compared to landline communications.
Following this realization, the major cellular service providers in India, launched pre-
paid cellular services in the late 1990s. The main purpose of these services was to target
customers from all sections of society (unlike post-paid services, which were targeted
only at the premium segment). Bharti Tele-Ventures is one of India's leading private
sector providers of telecommunications services based on an aggregate of 15,844,
382 customers as of October 31, 2005, consisting of 14, 740, 366 GSM mobile and 1,
104, 016 broadband & telephone customers
The businesses at Bharti Tele-Ventures have been structured into two main strategic
business groups - the Mobility Leaders business group and the Infotel Leaders business
group. The Mobility business group provides GSM mobile services across India in
twenty-three telecom circles, while the Infotel business group provides broadband &
telephone services, long distance services and enterprise services. All these services are
provided under the Airtel brand.
Bharti Enterprises has been at the forefront of technology and has revolutionized
telecommunications with its world class products and services. Established in 1976,
Bharti has been a pioneering force in the telecom sector with many firsts and
innovations to its credit.
Bharti provides a range of telecom services, which include Cellular, Basic, Internet and
recently introduced National Long Distance. Bharti also manufactures and exports

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telephone terminals and cordless phones. Apart from being the largest manufacturer of
telephone instruments in India, it is also the first company to export its products to the
USA. Bharti Tele-Ventures through its subsidiary Bharti Telenet Limited (BTNL) holds
the right to establish, maintain and operate a fixed-line telephone network in Haryana
through a license valid for 20 years from October 8, 2001.
BTNL provides fixed-line services to approximately 114,400 customers as of March 31,
2005 under the brand Airtel. BSNL also operates a fixed-line telephone service within
the same geographical area.
Bharti is the leading cellular service provider, with a footprint in 16 states covering all
four metros. It has over 12 million satisfied customers
Bharti Enterprises has successfully focused its strategy on telecom while straddling
diverse fields of business. From the creation of 'Airtel', one of India's finest brands, to
becoming the largest manufacturer and exporter of world class telecom terminals under
its 'Beetel' brand, Bharti has created a significant position for itself in the global
telecommunications sector. Bharti Tele-Ventures is today acknowledged as one of
India's finest companies, and its flagship brand 'Airtel', has over 12 million customers
across the length and breadth of India.

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Source:
(1) Population estimates are as per National Census, 2001 and are as of March 1, 2001.
The population for Uttar Pradesh (West) circle is approximately 37% of the total
population
(2) Wireless subscriber statistics are as of March 31, 2005 and are based on data released by
COAI. Wireless market size comprises the total number of wireless subscribers of all
(3) Demographics of Maharashtra and Tamil Nadu do not include demographics of state capitals
(metros) Mumbai and Chennai respectively.
(4) Demographics of Haryana does not include Faridabad & Gurgaon as they are
included in Delhi & NCR. Similarly demographics of Uttar Pradesh (West) &
Uttaranchal does not include Noida & Ghaziabad as they are included in Delhi NCR.
The significant growth in the Company's mobile business has been through a
combination of organic growth and acquisitions of additional licenses and has been
summarized below. The information given below is for the total market and is not
representative of our market share or network coverage
.

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As of March 31,
As of Mar 31,
2006
1999(1)
2000(2)
2001(3)
2005(4)
Number of Mobile licenses held by us 2 4 5 23
Total mobile subscribers in India (in millions) 1.12 1.88 3.58 41.03
Market mobile subscribers in our license areas(5)
(in
millions)
0.21 0.57 1.28 41.03
Percentage of market mobile subscribers to total mobile
subscribers in India
18% 30% 36% 100%
1) Comprise the circles of Delhi and Himachal Pradesh.
2) Comprise the circles of Delhi, Himachal Pradesh, Karnataka and Andhra
Pradesh.
3) Comprise the circles of Delhi, Himachal Pradesh, Karnataka, Andhra Pradesh
and Chennai.
4) Comprise the twenty-one operational circles of Bharti Tele-Ventures.
5) Based on data released by the COAI on the total number of persons subscribing
to mobile services in our licensed area

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MOBILE STRATEGY
 Capture maximum telecommunications revenue potential with minimum
geographical coverage to maximize its revenues and margins.
 Build high quality mobile networks by deploying state-of-the-art technology to
offer superior services
Airtel values
Inn venturing
• We will generate and implement entrepreneurial and innovative ideas, which will continuously create
new growth engines.
Customer First
• We are committed to delivering service beyond the expectations of the customer. Our quality of
customer responsiveness clearly differentiates us from others.
Performance Culture
• We benchmark our processes and performance against world-class standards. We distinguish between
performers and non-performers by valuing achievement at the individual as well as the team level. Ours is
a culture of inclusively where feedback, learning and ideas are actively encouraged, sought and acted
upon.

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Valuing Partnership
• We are committed to building exemplary relationship with our partners, which stand on the principles of
mutual trust and mutual growth
Valuing People • We nurture an environment where people are respected and their uniqueness is valued.
We believe that people are our key differentiators.
Responsible Corporate Citizenship
• We are committed to making a positive and proactive contribution to the community. As a responsible
corporate citizen we will contribute to and abide by environmental and legal norms.
Ethical Practices
• We will uphold the highest ethical standards in all internal and external relationship. We will not allow
misuse or misrepresentation of any kind.
Board of Directors
The Board of Directors of the Company has an optimum mix of Executive and Non-
Executive Directors, which consists of three Executive and eleven Non-Executive
Directors.The Chairman and Managing Director, Mr. Sunil Bharti Mittal, is an
Executive Director and the number of Independent Directors on the Board is more than
50% of the total Board strength. The independence of a Director is determined on the
basis that such director does not have any material pecuniary relationship with the
Company, its promoters or its management, which may affect the independence of the
judgment of a Director.The Board members possess requisite skills, experience and
expertise required to take decisions, which are in the best interest of the Company.

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Awards
 The Asia Pacific Award for the Most Innovative HR practices-2000.
 The Golden Peacock National Training Award for excellence in Training practices-
2000.
 The Golden Peacock National Quality Award-2001.
 BCL is first mobile communication service provider in India to be certified for ISO
9001:2000 and 1st in world certified by British Standards Institution for Mobile
Communication.
 Born a leader, the first cellular service, AirTel has maintained leadership
IDEA CELLULAR
Idea Cellular — the three-way joint venture between Tata, Birla and US-based AT&T
— was called Birla Tata AT&T before being renamed in May 2002. It was set up in
January 2001 following the merger of Tata Cellular and Birla AT&T Communications
and is India's leading cellular services provider.
With Idea's acquisition of Escotel in early 2004, its footprint now covers around 60 per
cent of India’s population and over 65 per cent of the telecom market. It has presence in
seven states: Maharashtra (excluding Mumbai), Goa, Gujarat, Andhra Pradesh, Madhya
Pradesh, Chattisgarh, Uttar Pradesh (W), Haryana, Kerala and Delhi (inclusive of
NCR). Having operations in four of the five largest cellular circles in India, Idea is the

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market leader in the Maharashtra and Goa, Kerala, UP (W), Madhya Pradesh and
Chattisgarh circles in terms of number of subscribers. Each circle has its own dedicated
call centre with a single call resolution approach towards the customer.
Idea covers over 3,660 small and major towns and villages along with a total highway
connectivity of over 6,000 km. There are over 380 'Idea n' U' outlets and Idea shops and
a network of over 44,000 retailers and deacons.
Thanks to the frontline technology — from Nokia, Ericsson, Alcatel and Schlumberger
Sema among others — at its command, the company can offer its customers extensive
coverage, quality service and minimal congestion levels. The company is the fastest
growing GSM operator in its area of operation. The growth rate in the last six months
has been 85 per cent as against 84 per cent of all operators in the same area of
operation. The company is now cash positive, and is expected be profit positive in the
financial year 2004-05.
Idea Cellular offers a wide range of cellular services and products. Its post-paid and
pre-paid services are supported by a variety of package plans to suit.
It was the first company in the country to launch GPRS in November 2002. It
showcased EDGE (Enhanced Data Rates for GSM Evolution) in Delhi, in July 2004.
With EDGE, subscribers can enjoy live television with a data download rate of over 160
kbps. Idea subscribers will also have a richer experience while watching movie
previews, multimedia messages with video attachments, web-infotainment, high-speed
video downloads, java game downloads and other Internet-based multi-media
experiences on their EDGE enabled mobile phones.

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It pioneered the concept of 'Cellular Jockey' and offers 'Music Messaging' to all its
subscribers. It also launched 'Global SMS', which allows the users to send and receive
SMS from over 540 networks and 170 countries across the technology platforms like
GSM, CDMA, TDMA and satellite phones. The company introduced 'Mobile Top-Up' (a
flexible anytime anywhere recharge service for pre-paid customers) and 'Say IDEA'
feature that allows the users to access value added services by speaking into their
mobiles.
It also offers SMS in nine vernacular languages — Hindi, Gujarati, Marathi, Bengali,
Telugu, Tamil, Malayalam, Kannada and Punjabi, in addition to English to its
subscribers.
Idea Cellular's antecedents date back to 1995, when the Aditya Birla Group and AT&T
(through Birla AT&T Communications – Maharashtra & Gujarat circle) and the Tata
Group (through Tata Cellular - Andhra Pradesh circle) set up cellular networks. Both
the above company were amongst the first company to commercially start operation in
circles other than metros and achieve financial closurein Indian Telecom industry
In the year 2000, the historic path-breaking merger of Tata Cellular with Birla AT&T
Communications and the subsequent acquisition of RPG Cellular - (Madhya Pradesh
circle) in the year 2001 - helped take the company to aim even further and led to the
formation of Birla Tata AT&T Limited.In year 2001, company won fourth cellular
license for Delhi metro circle and in year 2002 company introduced common brand
"!dea" and changed the name to IDEA CellularLimited.
Since then, there has been no looking back for IDEA Cellular. The company launch

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Delhi operations in year 2002 and added a record 100,000 subscriber within one month.
In 2003, the company achieved the largest financial closure in Indian Telecom for all its
circle. In 2004, the company entered into definitive agreement to acquire Escotel
Mobile Communications (existing operator in Haryana, Kerala and UP(W)) and Escorts
Telecommunications (cellular licensee holder forUP(E)Himachal Pradesh
Awards
Idea Cellular M-coupon service bagged the prestigious ‘Golden Peacock award for the
most innovative product / service’ in February 2003. The Golden Peacock awards,
established by the Institute of Directors, is given to companies demonstrating
sustainable excellence and innovation in the manufacturing and service sectors, leading
to improved performance.
 In March 2003, Idea (Madhya Pradesh and Chhattisgarh) was declared the No 1
cellular service in India by the Telecom Regulatory Authority of India (TRAI)
for the second consecutive time.
 Chosen as the winner of the award, ‘Indira Award for Marketing Excellence’ for
being the highest recalled brand in the year 2003
 Ranked second in overall user satisfaction by the Voice & Data – IDC Mobile
User’s Satisfaction Survey, October 2003, which was based on parameters like
network availability and performance, customer care, value added services, pre-
sales and sales effort, and billing.

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CORE BELIEFS OF IDEA
The company continuously harnesses the power of wireless revolution to provide world-
class products and services. It aims at responding to customer needs proactively by
anticipating requirements and providing ready solutions.
Idea Cellular draws inspiration from the loyalty of its subscribers to keepraising the
bar, to shape the future, and to change and enrich the life of each and every member of
its ever-grow family.
The company is the fastest growing GSM operator in its area of operation. The growth
rate in the last six months has been 85 per cent as against 84 per cent of all operators in
the same area of operation. The company is now cash positive, and is expected be profit
positive in the financial year 2004-05.
Idea Cellular offers a wide range of cellular services and products. Its post-paid and
pre-paid services are supported by a variety of package plans to suit.
INTRODUCTION TO THE STUDY UNDERTAKEN
 STARTEGY OF AIRTEL
'Magic Hai To Mumkin Hai'
In 2002, the leading Indian telecommunications company, Bharti Cellular Limited
(Bharti) signed the famous cricket player Saurav Ganguly and leading movie stars,
Madhavan and Kareena Kapoor as endorsers for its brand, Airtel Magic (pre-paid
cellular card). Its objective was to create the highest recall for Magic in the pre-paid
cellular telephony segment by cashing in on the two biggest passions of India - movies
and cricket. Bharti also changed the tagline for Magic from 'You Can Do Magic' to
'Magic Hai To Mumkin Hai' (If there is Magic, it's possible). The move attracted

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considerable media attention, as it was unusual for a company to spend so lavishly to
promote a single brand.
In October 2002, Bharti launched a television commercial (TVC), featuring Shah Rukh
Khan (leading actor, already endorsing Magic since a couple of years) and Kareena
Kapoor. The TVC, developed by one of India's leading advertising agencies, Percept
Advertising, was the first of the series of four TVCs for Magic's new campaign.
According to Bharti, the TVCs aimed at attracting young adults in SEC B and C
categories of the Indian market . Commenting on the new developments, Hemant
Sachdev (Hemant), Director, Marketing and Corporate Communications, Bharti
Enterprises, said, "The aim is to be relevant to the masses and make all their dreams,
hopes and desires come true instantly, at Rs 300 per month."
PROMOTIONAL STRATEGY-
Indian Idol Auditions on Airtel : Close on the heels of exclusive access to Kaun
Banega Crorepati 2's "fastest finger first", Airtel has added another feather to its cap, by
introducing mobile auditions for the eagerly-awaited Indian Idol 2 to be aired on Sony
Television.
Airtel Customers Get Asia Roaming :Airtel a member of Asia's largest mobile
alliance - Bridge Mobile, has announced the launch of a suite of mobile services that
will enable Airtel's customers to access a range of services when roaming overseas on
the alliance member's network.

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Airtel Reduces Roaming Tariff :Airtel has announced a reduction in its roaming
rates as a part of its celebration for covering 23 circles across India.
Airtel Gets Student-friendly :Airtel is customizing its mobile services packages
according to what it feels customers want the most.
*SCHEMES
SMS packages- airtel provides sms package in which company deducts 30 rs rent and other
charges and offer 2000 sms free in a month.
Airtel Promotes Performing Arts
Airtel has announced the launch of "Airtel Expressions", a platform to promote and celebrate the
various forms of expressions through the medium of performing arts in Delhi.
Airtel Launches BlackBerry 7100g
Airtel and Research In Motion (RIM) have introduced the BlackBerry 7100g
business phone in the country.
DIALER tones- airtel also provides the dialer tones to its customers , now any caller can hear
songs on your mobile phones , the company deducts 30 rs rent per month and call charges to
apply this tone is rs @6/min.
INTRODUCTION OF CONSUMER BEHAVIUOR
Consumer behavior is the study of how individuals make decisions to spend their
Available resources time, money , effort on consumption related items it includes the
study of what to buy , where to buy , how to buy, how often they use. there is a question
arises why we study the consumer behavior and perception towards a brand

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Just as consumer or marketer are diverse, the preseason why the consumer study are
also diverse , as consumer are , we benefit from insights into our own consumption
related decision what we buy , where we buy etc
Ian doing my research on consumer behaviors towards the mobile services, I have to
take into mind why consumer choose that service, how regularly he is using that
services
In addition to the studying consumer uses and post purchases evaluation of the product
they buy consumer researchers are also interested in how how individual dispose of
their product are they satisfied with their mobile services or not.
The term consumer behavior is often use to describe two different kinds of consumer
entities the personal consumer and organizational consumer. the personal consumer
includes the single person and the organizational consumer include the profit and non
profit entities. So in cellular services consumer
behavior of the people is very necessary , whether they purchase cellular connection on
the basis of services, coverage , brand name or lastly customer attendance . so iam
doing my research between two cellular brands AIRTEL and IDEA and to know the
consumer perception towards this cellular brands.

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Marketing strategy of idea
* jodi kamal ki- idea cellular launches a programme on star plus JODI KAMAL KI. In
which they advertise their products through this serial. Which comes at 9 p.m on every Saturday.
* Charity match sponsored by idea played between Bollywood and England at Mumbaiin
which bollywood wins the match and amount goes to people suffering from cancer.
* Free outgoing calls for every 2 minutes allover India, conditions apply on that.
1) Chemist schemes- available to all chemist available in haryana- in which the subscriber
has to pay rent rs 100 pSper month the call charges will be rs 50 paise to all mobile and free
sms 50 in month.
2) SUMO WRESTLER USED- the company uses sumo in their ad, which says prepaid
ho to idea jaisa. Which means talk more pay less.
3) ONE INDIA ONE IDEA- in which you can call,sms,std at the rate of rs 1.but the
company deduct 1.25paise per day.
4) SMS package- in this the customer has to deduct rs 15 and company gives 1000 sms free
for a month to customers.
5) value-added services such as vernacular SMS (in 9 languages), games on the mobile, a
large covered area for pre-paid roaming,
6) Sending a Mail to any e-mail ID is so much easier. Just follow the simple steps and send a
mail to friend or a colleauge anywhere in the world from wherever you are.

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7) RING TONE SERVICES- idea provides ring tone service to its customers , the
company deduct rs 30 as a monthly rental. And you can apply any song as your ring tones.
8) Yahoodating -
Looking for a bit of romance in your life. Well, with Yahoo dating service you may find the
perfect partner you had always been looking for. To Register type Date Reg ID Password
Age Sex Location & sms at 8243.
9) YahooMail -
Sending a Mail to any e-mail ID is so much easier. Just follow the simple steps and send a
mail to friend or a colleauge anywhere in the world from wherever you are. You can read,
compose, delete and reply to your Yahoo! e-mail.
Idea Cellular — the three way joint venture between Tata, Birla and US-based
AT&T — was called Birla Tata AT&T before being renamed in May 2002. It was set up in
January 2001 following the merger of Tata Cellular and Birla AT&T Communications and is
India's leading cellular services provider.
BTNL provides fixed-line services to approximately 114,400 customers as of March 31, 2005
under the brand Airtel. BSNL also operates a fixed-line telephone service within the same
geographical area.

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IDEA_CELLULAR SERVICES
POPULATION1
As on March 01, 2006 18 million
MOBILE - SUBSCRIBER BASE2
As on March 31, 2006 928,38
FIXED LINE DELs3
As on March 31, 2006 983,89
VEHICLES4
As on March 31,1996 1,215,542

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CUSTOMER SATISFACTION
Company’s first task is to create customers but today customers face a vast array of
product and Brand choices, prices and suppliers. How do customer make their choices?
They believe that customer’s estimate which offer will deliver the most value. Customers are
value maximizers within the bound of search of cost and limited knowledge, mobility and
income. They form an expectation of value and act on it. Whether or not the offer leaves up to
the value expectation affects customer’s satisfaction and their repurchase probability.
There premise is that buyers will buy from the firm they perceive to offer the highest
delivered customer value and total customer cost.
Customer delivered value = (Total Customer value – Total Customer cost).
 Total customer value is the bundle of benefits customers expect from a given
product or a service.
 Total customer cost is the bundle of costs customers expect to incur in
evaluating, obtaining and using the product and service.
 Satisfaction is a person’s feeling of pleasure or disappointment resulting from
comparing a product’s perceived performance and expectations.
Many companies are aiming for high satisfaction because customers who are just satisfied still
find easy to switch when better offer comes along. Those who are highly satisfied are much
less ready to switch. High satisfaction or delight creates an affinity with the brand not just a
rational preference. The result is high customer loyalty.
CHAPTER 2..Review OF Literature

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Some of today’s most successful companies are raising expectation and delivering
performance to match. These companies are aiming for TCS (Total Customer Satisfaction).
TOOLS FOR TRACKING AND MEASURING CUSTOMER SATISFACTION
[1] Complaint and suggestion systems: -
A customer-centered organization makes it easy for its customers to deliver suggestions
and complaints. Many restaurants and hotels provide forms for guests to report their likes and
dislikes. A hospital could place suggestion boxes in the corridors, supply comment cards to
exciting patients and hire a patient advocate to handle patient’s grievances. These information
flows provide these companies with many good ideas and enable them to act more rapidly to
resolve problem.
[2] Customer satisfaction surveys: -
Many companies obtain a direct measure of customer satisfaction by conducting
periodic surveys. They send questionnaires or make telephone calls to a random sample of
their recent customers and ask if they were very satisfied, satisfied, somewhat dissatisfied or
very dissatisfied. With various aspects of company’s performance while collecting customer
satisfaction data it is useful to ask additional question to measure the customer’s repurchase
intuition, those will normally be high if the customers satisfaction is high. It is also useful to
measure customer’s willingness to recommend the company and brand to other person. A
high positive word of mouth indicates that the company is producing high customers
satisfaction.

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STATEMENT OF NEED & OBJECTIVE
Main objective
The MAIN objective of my project report is to study the marketing,strategy of AIRTEL
and idea Cellular service panipat city and its effect on mobile users existing and who
are going to use mobile service in future. In other words, my aim is to study the
Sub objective
 TO know the customer perception
 To know which is the best
 To know the brand loyality
Any researcher must be very clear about the objective of his study or research.
To find out whether the existing users of Airtel and Idea are satisfied? And which factors play
important role to satisfy customers.
Objectives:
1. To know the challenges faced by the mobile companies.
2. Identify the factors that affect company’s growth.
3. Identify the consumer perception about the company.
4. To know the consumers preference for specific product.
5. Identify the cost reduction factors that are less in use.
CHAPTER: 03
NEED, OBJECTIVE, RESEARCH
METHODOLOGY

PAGE NO: 30
To obtain the desired result researcher needed to know:
How many customers use the broadband services of Airtel ?
 What is the brand image of Airtel and idea in consumers mind?
 Which features of Airtel and Idea do customers like most?
 What are the expectations of consumers from Airtel And Idea?
RESEARCH METHODOLOGY
This reseach presented has an exploratory type reseach plot . where I gathered
responses for those aspects in the market. Which were not so clear .In my research I
stsarted to take responses personally by visiting to the customers and registered their
response. I want to known the customer perception towards the AIRTEL and IDEA. In
my research I take 200 sample size. Whom I personally registered their responses for
each and every aspect related to the customers perception.
The sample size for Customer was 150 where the Customers responses have been
collected from all the possible races and areas which were in my reach while working
on this research. The Customer responses registered here have been collected from
different Hangout Zones like restaurants , friends to get the young responses. For
some mature responses, I have approached some officials so that some professional

PAGE NO: 31
responses are collected. I have also contacted some Shop Keepers and . Thus I have
gathered the customer responses from all major sections in n Society who are probably
using an cellular service. The importance of the project lies in the fact that we are
interested to find Out the data which is not so evident in the market because its related
to perception of the customers and this can be only analyzed when we personally meet
the customers .
Data is collected from both the Primary sources i.e. questionnaire and also
from Secondary sources.
Primary sources: The primary source of data collection is through
questionnaire. The questionnaires are distributed among 200 peoples and their
view is recorded and used in analyzing the data
Secondary sources :The secondary sources includes online sites, newspapers
and templates from AIRTEL and IDEAdistributions centers
SAMPLE SIZE- 200
RESEARCH DESIGN – explanatory reserch

ANALYSIS AND INTERPRETATION
. Which connection you are using at present?
Analysis & interpretation
 Ther are total 55% persons which uses AIRTEL.
 And 45 % of the persons are using idea due to its good schemes
 So, the conclusion is that majority of people are using airtel
benefits than idea.
45%
CLIENT USAGE
connection you are using at present?
Analysis & interpretation
Ther are total 55% persons which uses AIRTEL.
And 45 % of the persons are using idea due to its good schemes.
So, the conclusion is that majority of people are using airtel services because of its more
55%
45%
CLIENT USAGE
Airtel
idea
CHAPTER 04.
PAGE NO: 32
services because of its more

ANALYSIS
. Due to which reason you are availing mobile services?
intrepretation
In this graph we conclude that 40% people uses mobile for their status symbol., the 30%
people uses mobiles for their office jobs, then the remaining 10 % and 20 % people uses
mobiles for family or for the other purposes.
So, most of the persons takes mobile in them for their status
useful in jobs , so many people takes mobile to easily contact with their employers.
And lastly some people retain mobiles for many purposes other than that, it c
family , friends etc.
0
5
10
15
20
25
30
35
40
Status Office
40
ANALYSIS
. Due to which reason you are availing mobile services?
intrepretation
hat 40% people uses mobile for their status symbol., the 30%
mobiles for family or for the other purposes.
So, most of the persons takes mobile in them for their status symbolsand it is also very
And lastly some people retain mobiles for many purposes other than that, it c
Office
use
Family Other
30
10
20
PAGE NO: 33
hat 40% people uses mobile for their status symbol., the 30%
symbolsand it is also very
And lastly some people retain mobiles for many purposes other than that, it can be for
No.

ANALYSIS
Do you think that advertising has cha
brand?
We conclude the conclusion from the graph that
 55% of the peoples say that their perception
 30 % of the people say their perception about the cellular doesn’t changes due to the
advertising effectiveness of the company
 15% percent of peop[le cant say about this.
0
10
20
30
40
50
60
Yes
55
ANALYSIS
Do you think that advertising has changed your perception for
intrepretation
We conclude the conclusion from the graph that
55% of the peoples say that their perception changes due to the effect of advertising.
of the people say their perception about the cellular doesn’t changes due to the
advertising effectiveness of the company
15% percent of peop[le cant say about this.
No Can't say
30
15
PAGE NO: 34
nged your perception for
changes due to the effect of advertising.
of the people say their perception about the cellular doesn’t changes due to the
Can't say
No.

How many are using Airtel and IDEA i
Details?
intrepretation
AIRTEL USERS- from the above graph it is concluded that 12% uses for
person uses airtel for the business puposes
school leveland lastly 7 % people uses for other purposes
0
5
10
15
20
25
30
Airtel User
12
8
28
7
How many are using Airtel and IDEA in Profession/Service
from the above graph it is concluded that 12% uses for
person uses airtel for the business puposes , 28 % students uses in colleges and in
school leveland lastly 7 % people uses for other purposes
IDEA
10
20
10
5
Service
Business
Students
Others
PAGE NO: 35
/Service
from the above graph it is concluded that 12% uses for service8%
, 28 % students uses in colleges and in
Service
Business
Students
Others

 IDEA USERS- 10 % people uses idea cellular in services , business man uses 20%
of services due to many schemes offered by idea remaining 10% are used by
students and 5% are used for others purposes.
ANALYSIS
Age Group users ?
Interpretation
 BETWEEN 0-20 AGE GROUP
people avail services of mobiles.
 BETWEEN 21-40 AGE GROUP
.* BETWEEN 41-60AGE GROUP
phones in INDIA.
 ABOVE that age group only 12 % of people uses services
0
5
10
15
20
25
30
35
40
45
Up to 20
No. 24
24
10 % people uses idea cellular in services , business man uses 20%
students and 5% are used for others purposes.
ANALYSIS
Interpretation
20 AGE GROUP- from the graph we conclude that 24 % of the
of mobiles.
40 AGE GROUP- in this 41% of the people uses mobile services
60AGE GROUP- in this 23 % of people uses service of mobile
that age group only 12 % of people uses services.
21 to 40 41 to 60 Above 60
41 23 12
41
23
12
Age Group
PAGE NO: 36
10 % people uses idea cellular in services , business man uses 20%
from the graph we conclude that 24 % of the
in this 41% of the people uses mobile services
in this 23 % of people uses service of mobile
Above 60
No.

Give rank to the following facilities while you are going to avail the
mobile service?
Interpretation
 TALKTIME-7 % of service men give preference to the talk time,9 % business
man uses for talk time and the remaining 6% of students prefer the talktimes in
mobile.
 SMS-3% of business man use service of sms,12% of students uses sms and
remaining 4% service man uses th
0
Availability
Talk Time
SMS
Roaming
Coverage
Others
ANALYSIS
Interpretation
7 % of service men give preference to the talk time,9 % business
3% of business man use service of sms,12% of students uses sms and
remaining 4% service man uses that.
10 20
Others
Students
Business
Service
PAGE NO: 37
7 % of service men give preference to the talk time,9 % business
3% of business man use service of sms,12% of students uses sms and
Others
Students
Business
Service

 Roaming-3% of students and service man give importance to the roaming
facality.and remaining 8% of business man give imp to roaming.
 COVERAGE-2% of students and business man takes coverage in teir mind
remaining 5 % of service man takes in his mind of
service
Do you think AIRTEL company is number 1 in INDIA thanI
DEA?
intrpretation
 The conclusion from the above graph is that 72 % of respondent say yes that air
tel is the number one brand in all respect
 The remaining 28 % of the people says that the idea cellular is the no 1 brand in
India in all respect
% of students and service man give importance to the roaming
facality.and remaining 8% of business man give imp to roaming.
2% of students and business man takes coverage in teir mind
remaining 5 % of service man takes in his mind of coverage of the cellular
ANALYSIS
intrpretation
The conclusion from the above graph is that 72 % of respondent say yes that air
tel is the number one brand in all respect
The remaining 28 % of the people says that the idea cellular is the no 1 brand in
PAGE NO: 38
% of students and service man give importance to the roaming
2% of students and business man takes coverage in teir mind
coverage of the cellular
The conclusion from the above graph is that 72 % of respondent say yes that air
The remaining 28 % of the people says that the idea cellular is the no 1 brand in

 From above it concludes that
INDIA.
ANALYSIS
Airtel
0 10
Upto 5
5 to 20
20 to 50
Above 50
None
10
8
From above it concludes that AIRTEL leads way than the IDEA.in all respect in
ANALYSIS
Income
Group
(Monthly
Income in
Thousand
Rs.)
idea
20 30 40
28
20
34
No.
PAGE NO: 39
AIRTEL leads way than the IDEA.in all respect in
Income
Group
(Monthly
Income in
Thousand
Rs.)

PAGE NO: 40
11) People’s first choice of cellular service when they want to use
mobile phone
AIRTEL 45% HUTCH 30% IDEA 8%
RELIANCE 10% TATA INDICOM 5% OTHERS 2%
interpretation
From the above grapgh we conclude that 45 % of people like to avbil the services of AIRTEl
first time, remainng 30% of people like HUTCH services to avail, only 8% of people LIKe IDEA
because of the range problem. 10 % of people like reliance because of the brand nameor low call
rates. 5 % of people like tat indicom because of new mobile people hasve less faith in that , but
TATA has also brand name and offereing many benefits . only 2 5 of people like other services
like LANDLINE services, they have no faith in mobiles.
AIRTEL
HUTCH
TATA INDICOM
RELIANCE
IDEA
OTHERS

Type of advertisement mostly like by people in AIRTEL and
IDEA is
AIRTEL IDEA
a) Audio
b) visual B) visual
0
10
20
30
40
50
60
70
audio visual
ANALYSIS
AIRTEL IDEA
a) Audio a) Audio
b) visual B) visual
visual audio
visual
PAGE NO: 41
airtel
idea

PAGE NO: 42
interpretation
 AUDIO- 10% of people says that they are effected by airtels audio adds, but 5 % of
people are effected by ideas audio adds
 VISUAL- 35 % of idea adds visual has effect on consumers and airtels only 20%
visual add has effect on tahat.
 AUDIO VISUAl- 70 % of people are well aware of adds come on television ,
but in case of idea only60 % people has their effect causes due to adds in television.

PAGE NO: 43
CONCLUSION
As we analyze whole the report we found some major factor that affect
company’s growth. Airtel is the leader in telecom sector where Idea is
behind him. Airtel has a strong position in Indian telecom sector through
its services.
Some of the major factor faced by idea is connectivity and for Airtel its
call rates. This study will help both companies to analyze their cost and
control our drawbacks to maintain our status in the telecom industry.
As we talk about Idea, they can beat the leader in area of price. The
Indian consumers mostly are price sensitive. They look for low price
products. So the major factor of switching the customer is price. Some
other factors also have their presence in consumer mind like value added
services, connectivity, validity etc. Idea has low price average value
added services and good validity period but also have low connectivity.
As we talk about Airtel, they are the leader and they present many
services for our customers like value added services, connectivity. But
as we research that Airtel has high prices rather than Idea, and also
provide low validity period for same price. This is the main area where
consumer can switch from there.
After all analysis we can say that Airtel and Idea both have same
advantage and disadvantage in market. Both should improve their
services and reduce the services that are less in use and less in consumer
awareness so they can get profit.
CHAPTER 05 : CONCLUSIONS, FINDINGS
,LIMITATIONS ,RECOMMENDATIONS

PAGE NO: 44
However AIRTEL is a established and IDEA is a growing name in the
field of mobile services still in a very short period of time reliance has
captured a huge market share because of handset financing and cheap
facilities such as SMS, call rate etc. In future, IDEA will surely give a
hard competition to AIRTEL as well as other mobile service companies.
In the same time, AIRTEL is also habitual in adapting itself according to
the market situation. Hence we can say that both AIRTEL as well as
IDEA will prove to be a benchmark for others in future.
Mobile penetration is currently exploding in INDIA and Bharti Airtel has been riding the
crest ofthe huge mobile industry wave that has been formed. Consequently great potential
and hugemarket opportunities have now opened up the playing field in India’s telecom
market and alsomade it much more competitive. In the present open market environment,
there are currentlyover 10 major operators in India which are competing with each other to
get the major share ofthis market. So at any point of time, AIRTEL can’t take things lightly. It
needstochangeitsmarketingandadvertisingstrategiesgradually.Theadvertisementsusedat
present seemappropriate for AIRTEL but we can’t always rely on these advertisements and
thecelebrities
FINDINGS
The conclusion of my study is that AIRTEL’s Advertising has a major impact its users.
People like its schemes very much .AIRTEL had created a very good image on the mind
of the new users of cellular service. But in idea there is very low advertisuing
effectiveness on the consunmers.. airtel has adopted a very good strategy by providing a
new connection with NOKIA who is market leader in mobile set, many new users buy
Nokia sets and they get a free connection of AIRTEL.

PAGE NO: 45
theresearchcarriedouthelpedustocometothefollowingoutcomesalso:
➢
Intermsoflikingofads,Airteliswayaheadofidea.
➢
ViewershavealikingtowardsmostofthecelebritiesusedinAIRTELads.
➢
TheviewersliketheadswithsomefunnycontentbutthisismissinginmostoftheAIRTEL
ads
➢
Themajorityofthecustomersstartsorshiftstoaserviceproviderbaseduponword
ofmouthanddifferentschemes.Theadvertisementsplayaverylittlepartintheirdecision.
➢
Thepreferencesoftheviewersforthecelebritiesarealwayschangingsowecan’trelyona
singlecelebrityforever.
➢
ViewersliketoseeshortanduptothemarkadsbutMostoftheAIRTELadsaretoolengthy.
LIMITATIONS
 The responses collected are perception based so the nature variant can be biasing
factor.
 I was not able to cover the whole panipat city.
 The time for the research was limited.
 Money also become the constraint for me

PAGE NO: 46
 I have only a limited time to cover all the factors in my research.
 Accuracy of data –
 Data taken through primary and secondary sources, accuracy of research
is depending on retailer’s feedback that can be artificial, lies.
 Availability of required person –
 In the short time period, availability of required person can be delay the
project and affect the quality of project.
 Theresearchwascarriedouttakingcareofeach&everysmallpointswhichcanalterthe
resultsbutstillthereweresomelimitationsthatmustbeacknowledged
 Therespondentschosenweremainlyfromcities.Sotheresultsdon’tinclude
theresponsesofruralcustomers.
 Tofindouttheoveralleffectivenessofadvertisementsalotofdataregardingtheprice
paidtothecelebritiesandcostofadvertisementetc.wasrequired,butasthistypeof
dataisclassifiedsoitwasnotavailable

PAGE NO: 47
RECOMMENDATIONS
According to my study here are some recommendations about Airtel and Idea
Airtel:
1. Airtel should finance the handset like reliance but handset restriction
should not be there.
2. Advertisement should be meaningful and able to persuade the customer.
3. Sale promotion technique should be used to survive in the market and to
increase the sale
4. Insurance should be provided.
5. Airtel should focus on call rates that they offer
6. Airtel should improve its customer services like feedback from consumer
as well as retailers
7. Airtel should launch some new innovative scheme that gives benefits
consumer as well as retailers
8. Airtel should reduce those services that are less in use or less in
awareness like contest on mobile.
Idea:
1. Mostly, customers have regular habit of changing their handsets, which is
not possible in case of reliance. So such kind of restriction should not be
there.
2. Advertisement should be meaningful and able to persuade the customer.
3. Idea should focus on value added services.
4. For getting trust Idea should start some social work for improve its brand
value
5. Idea should focus on its services that do not like by consumer like
q Anytime calling,
q Anytime messaging,
6. Idea should improve its connectivity

PAGE NO: 48
BIBLIOGRAPHY
Books
Kotler, Philip : Marketing Management
Schiffiman, Leon. G. : Consumer Behaviour
Kothari, C.R. : Research Methodology
Magazines and Newspapers:
The Economics Times
Business India
Business World
Websites: www.ideaInfo.com
www.airtelworld.com.
CHAPTER 06:
BIBLOGRAPHY AND REFRENCES , QUESTIONARE

PAGE NO: 49
QUESTIONARE
QUESTIONS FOR DATA COLLECTIONS
1) Which telecom service you are presently using?
a) Airtel
b) BSNL
c) Idea
d) Reliance
e) Tata Indicom
f) Hutch
A) If the answer of the question is Airtel or Idea then
1) For how many years you are using the service?
a) One
b) Two
c) Three
d) More than three
2) Reason for choosing the best Service provider;
a) Better service
b) Goodwill of the company
c) Good schemes
d) Just needed
3) Before that were you using other service? Yes/No
if yes then specify the name …………………..
4) Do you think that schemes of Airtel are better than
schemes of Ideas? Yes/No
5) How would you rank the customer service of both Airtel and idea ?

PAGE NO: 50
AIRTEL IDEA
a) Excellent a)Excellent
b) Very good b) Very good
c) good c) good
d) Average d)Average
e) Poor e) Poor
6) Are you satisfied with the service of Airtel? Yes/No
if not then specify the reasons ………………………..
……………………………………………………
[Q.7] Please rate the following Bharti and idea features on the scale of 5 (5= very
good, 4= good, 3=Avg. 2= Bad, 1= worst)
. Airtel Idea
(a) Salesman’s attitude.
(b) Wiring & Installation.
(c) After sales service.
(d) Voice clarity
(e) Billing
(f) Custom service
8) If the name is Airtel and Idea then the reason for switching on present
(g) Service ………………………………………………………..
………………………………………………………………..
NAME: --------------------------------------------------------------------------------
AREA:-----------------------------------------------------------------------------------
Thanks for your co-operation

Attaulah Hussain,,,,reSearch methadology

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