Front Portion Dissertation

Dissertation report
On
IMPACT OF BRANDING ON TELECOM INDUSTRY

By
Rahul Trikha
A0101907368
MBA Class of 2009
Under the Supervision of
Dr. R.S Rai

Faculty Guide
In Partial Fulfilment of Award of Master of Business Administration

To
AMITY BUSINESS SCHOOL
AMITY UNIVERSITY UTTAR PRADESH

SECTOR 125, NOIDA - 201303, UTTAR PRADESH, INDIA
2009

DECLARATION
I, Rahul Trikha student of Masters of Business Administration from Amity Business School,
Amity University Uttar Pradesh hereby declare that I have completed Dissertation on Impact of
Branding on Telecom Industry as part of the course requirement.
I further declare that the information presented in this project is true and original to the best of
my knowledge.
DATE: 23/03/2009
PLACE: NOIDA
RAHUL TRIKHA
A0101907368
MBA GENERAL 2007-2009

CERTIFICATE
I, Dr R S Rai hereby certify that Rahul Trikha student of Masters of Business

Administration at Amity Business School, Amity University Uttar Pradesh has completed
dissertation on Impact of Branding on Telecom Industry, under my guidance.
Dr. R.S
Rai
Astt. Professor
ACKNOWLEDGMENT
With great pleasure, I owe a debt of gratitude to Dr. R.S Rai, my guide and mentor for giving
his valuable guidance, and constant encouragement which helped me constantly during the
report.
I am indebted to a number of people for sparing their time and sharing insights and
experiences with me.
I also acknowledge my heartfelt gratitude to my friends for their excellent efforts and
encouragements, which had been provided to me throughout the report.
Rahul Trikha
Executive Summary
I had the opportunity to do my dissertation report on the topic Impact of branding on
Telecom Industry. The objective of the project was to conduct a broad study to analyze the
impact of branding on the telecom service providers with special reference to AIRTEL,
Vodafone and Idea and to analyze what role branding plays in acquiring and retaining
customers.
Before Taking the study to the market, adequate knowledge and understanding was gained
regarding the telecom industry and specially the GSM sector. This was closely followed by
gaining a PMS( Product Matter Expertise) and then learning about the marketing strategies of
these companies. All the literature related to the research objectives was closely analyzed and
then hypothesis were formulated. To analyze the customers perception about different brands
and various statistical tools and research methodologies were applied.
The project focused on the the changing dynamics of the consumer behavior and shift in
consumers preference of higher end and technologically superior brands. The project also
highlights the branding strategies of various brands, to create strong differentiation and
competitive advantage.
Accordingly the findings were interpreted and analyzed then suggestions given by the
customers were enclosed. Finally it was observed that branding plays a significant role in
telecom industry as it is a service sector where brand prominence and recall is the final force
behind the market share of any company.
Table of Contents
Contents------------------------------------------------------------------------------------------Page No
Chapter 1- Introduction
Introduction
Telecom Industry in India
2-6
Chapter 2- Review of Literature

About Telecom Industry
7-9
GSM Technology
10-13
Telecommunications
14-15
Cellular Industry in India
16-17
Delhi Cellular Market
18-20
Chapter 3- Problem Statement

Objective of the Study
23
Scope of the Study
24
Chapter 4- Research Methodology

Research Design
26
Sample Plan
27
Data Collection
28
Summary of Research Methodology
29
Limitations
30
Chapter 5- Domain of Study

About Vodafone
32-33
About Airtel
34-35
About Idea
36-37
Marketing Strategies and Branding in Mobile Telephony
38
Current marketing strategies
39-41
Branding and Brand Building
42
Brand Equity
43
Brand Extension
44
Brand Identity
45-47
Branding in Airtel
48
Branding in Vodafone
49-50
Branding in Idea
51-52
Bundling as Marketing Strategy
53
Mode of Comparison- Brand Equity Model
54
Loyalty Measures
55
Awareness Measures
56
Chapter 7- Result and Findings

Breakup of Respondents
58
Cellular Connection & Service Providers
59
Category of Connection used
60
Reason for Selection of Service Provider
61-62
Brand Awareness
63
Customer Satisfaction
64
Perceived Value (Tariff/Rental Plans)
65
Price Premium
66
Perceived Quality
67
Brand Personality
68
Organizational Association
69-74
Analysis after Comparison
75
Note on Customers Response
76
Recommendations
78
Conclusion
80
Bibliography
81
Annexure
82

Front Portion Dissertation

Uploaded by

Copyright:

Available Formats

Front Portion Dissertation

Uploaded by

Document Information

Original Description:

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

Front Portion Dissertation

Uploaded by

Copyright:

Available Formats

Dissertation report

IMPACT OF BRANDING ON TELECOM INDUSTRY

Under the Supervision of

Dr. R.S Rai

In Partial Fulfilment of Award of Master of Business Administration

AMITY UNIVERSITY UTTAR PRADESH

AMITY UNIVERSITY UTTAR PRADESH

AMITY UNIVERSITY UTTAR PRADESH

I, Dr R S Rai hereby certify that Rahul Trikha student of Masters of Business

Telecom Industry in India

Chapter 2- Review of Literature

Cellular Industry in India

Delhi Cellular Market

Chapter 3- Problem Statement

Scope of the Study

Chapter 4- Research Methodology

Summary of Research Methodology

Chapter 5- Domain of Study

Marketing Strategies and Branding in Mobile Telephony

Current marketing strategies

Branding and Brand Building

Bundling as Marketing Strategy

Mode of Comparison- Brand Equity Model

Chapter 7- Result and Findings

Cellular Connection & Service Providers

Category of Connection used

Reason for Selection of Service Provider

Perceived Value (Tariff/Rental Plans)

Analysis after Comparison

Note on Customers Response

You might also like