This document presents a research project comparing the marketing strategies of Idea Cellular Ltd. and Bharti Airtel. It includes an introduction describing the telecom industry and companies in India. The objectives are to compare parameters like marketing strategies, advertising, customer behavior between the two companies. It then describes the methodology, literature review, hypotheses, and presents results of a survey comparing networks, plans, customer service and consumer preferences between Idea and Airtel. The conclusion finds that Idea needs to improve customer service to compete but has strong brand recognition and market share in India.
This document presents a research project comparing the marketing strategies of Idea Cellular Ltd. and Bharti Airtel. It includes an introduction describing the telecom industry and companies in India. The objectives are to compare parameters like marketing strategies, advertising, customer behavior between the two companies. It then describes the methodology, literature review, hypotheses, and presents results of a survey comparing networks, plans, customer service and consumer preferences between Idea and Airtel. The conclusion finds that Idea needs to improve customer service to compete but has strong brand recognition and market share in India.
This document presents a research project comparing the marketing strategies of Idea Cellular Ltd. and Bharti Airtel. It includes an introduction describing the telecom industry and companies in India. The objectives are to compare parameters like marketing strategies, advertising, customer behavior between the two companies. It then describes the methodology, literature review, hypotheses, and presents results of a survey comparing networks, plans, customer service and consumer preferences between Idea and Airtel. The conclusion finds that Idea needs to improve customer service to compete but has strong brand recognition and market share in India.
This document presents a research project comparing the marketing strategies of Idea Cellular Ltd. and Bharti Airtel. It includes an introduction describing the telecom industry and companies in India. The objectives are to compare parameters like marketing strategies, advertising, customer behavior between the two companies. It then describes the methodology, literature review, hypotheses, and presents results of a survey comparing networks, plans, customer service and consumer preferences between Idea and Airtel. The conclusion finds that Idea needs to improve customer service to compete but has strong brand recognition and market share in India.
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Sinhgad Technical Education Societys
SINHGAD INSTITUTE OF MANAGEMENT
44/1, Vadgaon (Budruk),Off Sinhgad Road, PUNE. 411 o41 A Research Project On A STUDY OF COMPARATIVE ANALYSIS OF MARKETING STRATEGIES OF IDEA CELLULAR LTD. AND BHARTI AIRTEL
Submitted By SR NO. NAME ROLL NO. 1 Pranav P. Dadge 05 2 Prafull Kachkute 13 3 Amul C. Gole 10 4 Praveen P. Sharma 48 5 Anandkumar Tripathi 57 Under The Guidence Of Dr. Sheetal Khandre Introduction To Study Today the telecommunication sector is very important in INDIA. There is very tough competition between various companies Now a days telecommunication companies offering various plans or benefits to customers to outstand the competition in the market. 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. The most important consumer segments in the cellular industry were the youth segment and the business class segment. Bharti Tele-Ventures adopted celebrity endorsement as its chief promotional strategy. Introduction To Consumer Behaviour 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. We are doing our research on consumer behaviors towards the mobile services, we have to take into mind why consumer choose that service, how regularly he is using that services 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 we are doing our research between two cellular brands AIRTEL and IDEA and to know the consumer perception towards this cellular brands.
Objectives Of The Study To identify the difference between market performance of Idea industry and Bharti Airtel . To Study the market of Idea industry and Bharti Airtel on big scale sector. To compare various parameters of marketing strategies, advertising,future prospect for the two companies and government policies. To study customer buying behaviour and factors which influence the purchase decision process. To know how the company has been successful in encountering the aggressive marketing strategies of companies.
Scope Of Study
Target population was the mobile users, who are using GSM technology. Target geographic area Sample 200 was taken. To these 200 people a questionnaire was given, the questionnaire was a combination of both open ended and closed ended questions. The date during which questionnaire were filed. Finally the collected data and information was analysed and compiled to arrive at the conclusion and suggestions given.
Limitations Of Study
The responses collected are perception based so the nature variant can be biasing factor. We were not able to cover the Whole Campus. The time for the research was limited.
Hypothesis There is relation between sale of sim cards and services provided by Idea Cellular and Bharti Airtel Airtel to the customers. Idea cellular Ltd. Provides good call rates and SMS plans to the valuable customers. Bharti Airtel Provides good call rates and SMS plans to the valuable customers. Idea cellular Ltd. Provides a better customer care services to the valuable customers. Bharti Airtel Provides a better customer care services to the valuable customers. Idea cellular Ltd. Using a good marketing stratergy. Bharti Airtel uses a good marketing stratergy. both the companies have been challenging each other to Gain market shares.
Literature Review
In 2009-10, Project of customer satisfaction shows that Airtel was the laeding company among all companies to provide better services to the valuable customers.. Their Call rates where almost showing lower than other companies and provide different services. The Business World Journal publish that, From last 5 year Idea Cellular Ltd. Provided continuously better range/ mobile network to the each corner of the country. Idea company known for best network provider company. In May,2013 Airtel network towers were sealed, because of internal business contract, So, Today the airtel customers did not access the 3G network in each corner of cities as well as suffering from weak signal / network to the mobile. So, many customers swith to the idea and vodaphone companies.
Research Methdology Research Methdology is the systemetic, theorotical analysis of the method applied to a field of study, or the theorotical analysis of the body of the method and principles associated with a branch of knowledge.
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 . The secondary sources includes online sites, newspapers and templates from AIRTEL and IDEA distributions centers. Research Type Explanatory Research Methodolgy Primary Data Secondary Data Data Analysis And Interpretation Are you availing services of any mobile operator? 0 50 100 150 200 250 Yes No Total=200 If Yes, please specify your operator 23% 45% 8% 6% 9% 4% 3% 2% Bharti Airtel Idea Reliance BSNL Vodafone Essar Tata Docomo Aircel Uninor
Which mobile operator do you use?
0 10 20 30 40 50 60 70 80 90 Idea Airtel What do you prefer most? 0 10 20 30 40 50 60 70 80 90 Prepaid plans Post-paid plans 86 50 Total-136
Which operator provides a better network?
95 41 Idea Airtel Do you collect any information search before making purchase? 0 20 40 60 80 100 120 140 Yes No 124 12 If yes, which sources are used? 5% 39% 30% 10% 13% 3% Magazines Dealers Internet Pamphlets Reference Any other Which network provider is better in terms of call rates and SMS plans? SMS plans Call rates 32 38 34 32 Idea Airtel
Which network provider has a better customer care?
68% 32% Idea Airtel
What are the features you look for in an operator before making purchase decision?
0 5 10 15 20 25 30 Brand credibility Price and Discount After sales Services Value for money Idea Airtel
Which of these parameters attract you while purchasing any connection?
0 5 10 15 20 25 30 35 40 45 50 Good Network Discount scheme Service package Idea Airtel
How would you rate the experience with Brand?
0 5 10 15 20 25 30 Excellent Good Average Poor Worst Idea Airtel
If you have to purchase a new connection or product in near future, which Brand will you go for?
Idea 63% Airtel 37% Suggetions Idea should introduce new innovative offers from time to time to attract new customers and stay ahead in competition . Idea should reduce SMS rates.Airtel have better SMS plan that Idea Should remove the threat of unwanted VAS. Idea should improve their customer care facilities. Price should be as competitive as other company maintains Distributions of new connection should be in reach of customer pocket Idea must undertake extensive promotional activities like advertisements must be released in different Medias to create brand awareness. Airtel Should improve their networks. Airtel should reintroduce 3G where they disabled in respective places. Catalogues should be distributed among customers.
Findings Idea is the leader of the telecom sector. Maximum number of respondents are using prepaid plans Most of the respondents are highly satisfied by in respect to the services of Idea as compared to Bharti Airtel. Almost all the respondents believe that they pay at par performance and quality Of services. Idea call rates are better then Airtel. Most people study about the product and offering and services on internet before making purchase. It is found that people are more consideration is given to Brand credibility and price And discount followed by after sales service and value for money. Almost all the respondents are fully satisfied by the network given by Bharti Airtel as compared to Vodafone. Maximum number of respondents are aware all the promotional strategies offered by the company. The marketing mix variable of Bharti Airtel is most effective is product range.
Conclusion After analysing the findings of the Research, we can conclude that Idea lagged behind its competitors as far as customer service and availability is concerned. The maximum no. of people who use the mobile are the age group of 20 to 28. As IDEA is the only company having the maximum no. of mobile connections so it must seriously look into the loop holes of the existing customer services department . As we know that now Idea has already launched its product its product with logo An Idea can change your LIFE has already became popular in market . For this Idea has to work on its all marketing strategies, marketing, promotion, brand images etc. Idea has to take Airtel very seriously and update its own strategies from time and when the need arises. With aggressive marketing strategies Idea has to target rural India 70% of population of India lives in these areas.