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SUMMER INTERNSHIP PROGRAM REPORT

On

STUDY OF MARKETING MIX ANALYSIS OF 4G LTE OF

BHARTI AIRTEL LTD.

SUBMITTED TO

MIT PUNEs

MIT SCHOOL OF TELECOM MANAGEMENT

BY

Ravi Siddh

PRN: 12084

Batch : 2012-2014

IN PARTIAL FULFILLMENT OF

POST GRADUATE DIPLOMA IN MANAGEMENT

(PGDM)


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DECLARATION

I, Mr. Ravi siddh

Hereby declare that this project report is the record of authentic work carried out

by me during the period from 23/04/2013 to 22/06/2013 and has not been

submitted earlier to any University or Institute for the award of any degree /

diploma etc.

Name of the student RAVI SIDDH

Date


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Company Letter Head

Certificate

This is to certify that the Summer Internship project titled

. is a bonafide and sincere work of Mr. / Ms

It is original and has been made under my supervision in partial

fulfillment of the requirement for the award of PGDM

(Systems/Marketing/Finance) for the period from .. to . I am

pleased to say that his performance during this period was .

..

Company Guide


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Certificate

This is to certify that Mr. / Ms of MIT PUNEs MIT School of Telecom

Management (MITSOT)has successfully completed the project work titled------------------

------------------in partial fulfillment of requirement for the completion of PGDM program

as prescribed by the MITSOT.

This project report is the record of authentic work carried out by him / her during the

period from ------------- to ---------------. He / She has worked under my guidance .

Name: Dr. Milind Pande

Faculty Mentor Project Director

MITSOT MITSOT

Date:


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Acknowledgments

I would like to acknowledge all of my family members to making me avail this opportunityand my whole heartedly gratitude to all the staff teaching or non-teaching involved directly or

indirectly in making my project successful.

I would like to thank the following contributions in preparing this report:

Mr. Manish Mishra

Project Manager

(Airtel)

Selected me and made me

available with all the available

resources and providedvaluable insights about future

findings.

Mr. Tahir jariwala Company Guide

(Airtel)

Mentoring throughout theproject through day to day

discussions,providing valuable

insights to the different issues

and helping to come out withmajor proposals.

Mr. Ram Sharma Channel partner(Airtel)

Provided the resources and

helped me at the initial levelof my SIP.

Mr. Devendra singh Channel partner

(Airtel)

Provided the trainings and

resources from starting to theend helped in getting out of all

the situations, shared all his

experiences helped me duringmy SIP.

Prof. Rajashri kadamFaculty

Marketing Department

Guided me from the very

beginning by helping tochoose the project title,explaining the significance

and scope of the project,

facilitating all the data feedand overall monitoring.


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Executive Summary

In todays competitive world, it is must for a company to have full information about the opportunities

available in the market before entering into market with a new product. This enables the company to

exploit the full potential of the market & to meet the expectations of the customer. For this purpose, aneffective survey is required.

After going through the complete profile of BHARTI AIRTEL LTD. I caome to know about the services

provided by AIRTEL. It has many vibrant and attractive schemes in comparison with its competitors in

the market. Hence, I have chosen this topic keeping in mind that his survey work will definitely help the

organization in making strategies for marketing and promotion of the products so I have chosen this

topic Marketing Mix Analysis 4G LTE

1) Introduction: Airtel exclusive 4G Data Card admits access the internet with amarvelous speed of 10 to 45 mbps. Airtel 4G gives a truly seamless video experience online with no

buffering and no streaming . Dedicated spectrum for data card, Spectrum is not shared with mobile

customers.

Reliance data card allows you to surf internet on the move. Best suited for bandwidth hungry

applications like rich content, enjoy music downloads, gaming, video chat, live TV and much more at an

outstanding speed of up to 100 Mbps technically with 3G prices.


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1.2 Objectives and Limitations:

Objectives:

To analyze different strategies in detail and find out the adoption timing of all

strategies among existing and new customers requirements so that the ground can be

set for the development of the comprehensive marketing plan for the competition of

Bharti Airtel Limited.

To understand the requirements of different data products in the Pune market,we were

required to connect with the market directly and understand requirements through a

structured questionnaire designed for in-depth interview or survey.

1. To study Marketing Mix effect on Airtel 4G in PUNE City.

2. To carried out SWOT analysis of Airtel 4G in PUNE City.

Limitations:

1. Airtel 4G sim cards are not yet compatible for voice.

2. Up till now It is covering only 70% of Pune.

3. Not of use in rest of the Maharashtra because in Maharashtra; 4G services are available in Pune

only and license for 3G services in Maharashtra-Goa circle is not given to Airtel. So when 4G

customer cross the boundaries of Pune, network directly switch to 2G (128kbps) speed.


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Findings:

1. If any one is not happy with the other services of Airtel like mobile, digital tv, leas lines, or after

sale services and service center response etc, he/she would not like to buy the 4G product by

Airtel and vice versa.2. Airtel is the only player with 4G services in the market; trying to an cash golden period of its

with skimming pricing strategy.

3. Company allocate its seles work to distributers and channel partners with monthly target

formate; if customer ask to the distributers weather it will work across Pune theysay Yes

because their agenda is to complete their monthly target any how. But when customer come to

know that he/she has been cheated he/she would not like to buy any product from Airtel. Its

moreover a companys loss not distributers.


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Research Problem Statement:

The main problem which I found while conducting the survey was lack of network connectivity in

several areas of Pune which was one of the reasons of sales of Airtel 4G could not meet the

expectations of the company.

Scope of the Study:

This sarvay is conducted in Pune city, and tried to cover most of the portion. I kept my target to

SMEs, IT companies, and showrooms etc. This project mainly helped to know how to design strategies

and to develop business for the company.


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Methodology

The methodology used in research is questionnaire based, which is the best way to know about the

overall details of the current market scenario for Airtel 4G.

The questionnaire is prepared by me only during my internship, these questionnaire is prepared on the

basis of my interaction with various corporate customers at various places of Pune.

The questionnaire were basically consist of open ended and closed ended questions so that it was open

for the respondents to give their views, opinion or any other query if they have, which specify to

improvement of customer base in 4G net connection.

Primary data :

Primary data is collected to obtain desired information through structured questionnaire. The primary

data for this project was collected through personal interviews with IT professionals, HRs, and other

decision makers from about 35 companies.

Survey procedure:

Sampling technique :

I have usedNon-probability sampling,(convenience sampling) technique.

Convenience sampling technique:

This method is been used for obtaining data as per the convenience and

because of time constraint of 8 weeks.

The process followed was:

1. Firstly, I differentiated all the companies using or not using any kind of

net connection as I initially assigned as a lead generator for the

company so I collected the data though out my SIP and compiled that

data into excel sheet.

2. The whole data is transferred into SPSS 17.0 .


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Various net connections using by customers

Name of net providers percentageBSNL 14

Reliance net connect 12

Airtel 15

Tata docomo 23

Idea net 16

Vodafone 17

other local net provider 3

14% 10%

12%

30%

20%

11%

3%

various net connections using by customers in

Pune city

BSNL Relience net connect Airtel

Tata docomo Idea net vodafone

other local net provider


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Name of net providers Percentage of

satisfaction

BSNL 14

Reliance net connect 10

Airtel 12

Tata docomo 30Idea net 20

Vodafone 11

other local net providers 3

Source:Fictitious data, for illustration purposes only

Profile of the Company and Industry Overview

Bharti Airtel Limited is a leading global telecommunications company with operations in 20 countries

across Asia and Africa. Headquartered in New Delhi, India, the company ranks amongst the top 4 mobile

service providers globally in terms of subscribers. In India, the company's product offerings include 2G,

3G and 4G wireless services, mobile commerce, fixed line services, high speed DSL broadband, IPTV,

DTH, enterprise services including national & international long distance services to carriers. In the rest

of the geographies, it offers 2G, 3G wireless services and mobile commerce. Bharti Airtel had over 269

million customers across its operations at the end of March 2013.. The businesses at Bharti Airtel have

been structured into three strategic business units.

1) Mobile services:-

Bharti Airtel provides service in 23 circles across all over INDIA and hence is the first private

mobile service operator to have an all INDIA presence.

2) Broadband & Telephone services:-

Bharti Airtel provides broadband and telephone services across 90 cities all over INDIA.

3) Enterprise services:-

Enterprise service is classified into carriers (long distance services) and corporates that take care

of international and provide services to corporate people.


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Business divisions

Mobile Services.

Telemedia Services.

Airtel Business.

Digital TV Services.

Mission :

Will meet the mobile communication needs of our customer through:

Error free service delivery

Innovative product and service

Cost efficiency

Unified messaging solution

Product profile


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Features of product :

Fastest Internet Device, Also Supports 4G Network Easy to install Through Inbuilt Mobile Partner Single Click connect / disconnect Elegant design and look Speed upto 100 Mbps DL Great Network Strength With 12 months warranty Support any 2G 3G 4G Networks MicroSD Upto 32GB slot for using the device like pen drive External Antenna slot

When initially connected to Desktop / Laptop it will install the Mobilepartner software and it will automatically create the network profilebased on the SIM inserted.

A USB 2.0 connector to connect the airtel 4G LTE USB Modem to thelaptop/PC.

LTE network only with USIM. A USIM card slot to insert a USIM in the device


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Undefeated break free speed of 10 to 45 mbps gives the tremendous experience to user.

Large base of loyal Airtel customer 92% active customers.

Weakness :

Low network connectivity.

3G services of Airtel in Maharashtra-Goa circle has stopped by Gov. so when 4G data ends it

switches to 2G (128 kbps) from 40 to 50 mbps.

Opportunity :

Only player in the market with 4G service has good opportunity to create new customer base.

India is competing with world standard in telecom sector.

4G is available only in 4 cites in India, all over India can be the market for 4G.

Threats :

Sampl ing elements:

Population:

In view of scope of research the population was approximately 12000 IT/non-ITcompanies in Pune. I have covered approximately 50 companies in doing the survey.

Samplingframe:The whole SMEs population was impossible to complete because of

time constraint of 2 months so, I have divided the population of 12000 companies into a

sample frame consisting of only IT/non-IT companies in some specific areas Kothrud,

Bavdhan-Khurd, Deccan ,JM road, Tilak road asper my convenience.

Sampling uni t:

The SMEs using Internet leased line or voice services or fixed lines.


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Sample size:

The sample size taken is 50 companies. These companies have given

complete detail on the basis of interview questions and the prepared

questionnaire. Sample size was so small because of time and monetary

constraints.


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ADVERTISING AND SALES PROMOTION

Reliance communication can advertise and promoted his sales by TV. Brands, holdings, giving

advertisement in news papers and TV. channels by the help of celebrities and also promoted sales,

executives.

COMPETITORS

Major competitors in todays market are which gave a proper competition to the Reliance company in

the communication sector are as follows:

IDEA

AIRTEL

TATA INDICOM

VODAFONE

BSNL

Uninor

Name Last Price Market Cap.

(Rs. cr.)

Sales

Turnover

Net Profit Total Assets

BhartiAirtel 261.05 99,134.52 41,603.80 5,730.00 63,559.00
http://www.moneycontrol.com/india/stockpricequote/telecommunicationsservice/bhartiairtel/BA08http://www.moneycontrol.com/india/stockpricequote/telecommunicationsservice/bhartiairtel/BA08


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Research METHODOLOGY

ANNEXURE

QUESTIONNAIRE

FOR MARKET SURVEY AND PRODUCT PROMOTION OF RELIANCE

POSTPAID

Idea Cellular 80.20 26,549.96 19,322.33 576.54 23,072.72

Reliance Comm 48.80 10,072.45 11,110.00 156.00 73,068.00

Tata Comm 232.25 6,619.13 4,091.77 171.34 8,087.80

MTNL 37.75 2,378.25 3,368.99 -4,018.45 12,184.20

TataTeleservice 11.15 2,115.37 2,488.44 -517.55 4,237.96

Tulip Telecom 80.15 1,162.18 2,704.81 315.18 2,971.39
http://www.moneycontrol.com/india/stockpricequote/telecommunicationsservice/ideacellular/IC8http://www.moneycontrol.com/india/stockpricequote/telecommunicationsservice/reliancecommunications/RC13http://www.moneycontrol.com/india/stockpricequote/telecommunicationsservice/tatacommunications/TC17http://www.moneycontrol.com/india/stockpricequote/telecommunicationsservice/mahanagartelephonenigam/MTNhttp://www.moneycontrol.com/india/stockpricequote/telecommunicationsservice/tatateleservicesmaharashtra/TTM01http://www.moneycontrol.com/india/stockpricequote/telecommunicationsservice/tuliptelecom/TT13http://www.moneycontrol.com/india/stockpricequote/telecommunicationsservice/tuliptelecom/TT13http://www.moneycontrol.com/india/stockpricequote/telecommunicationsservice/tatateleservicesmaharashtra/TTM01http://www.moneycontrol.com/india/stockpricequote/telecommunicationsservice/mahanagartelephonenigam/MTNhttp://www.moneycontrol.com/india/stockpricequote/telecommunicationsservice/tatacommunications/TC17http://www.moneycontrol.com/india/stockpricequote/telecommunicationsservice/reliancecommunications/RC13http://www.moneycontrol.com/india/stockpricequote/telecommunicationsservice/ideacellular/IC8


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NAME OF THE COMPANY _ _ _ _ __ _ _ ___ _ _ _ _ _ _ _ _ _

ADDRESS _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _

CONTACT NO.

HANDLED PERSON __ _ _ _ _ _ _ _ _ _ _ _ __ _ _ _ _ _

1) WHAT ARE THE TELECOM SERVICES YOU ARE USING?

RELIANCE AIRTEL IDEA HUTCH OTHER

2) IF OTHER THEN RELIANCE THEN

IS THERE ANY POSSIBILITY FOR OTHER SERVICE PROVIDER?

YES NO

IF RELIANCE THEN WHICH ONE?

PREPAID POSTPAID


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3) DO YOU KNOW ABOUT THE NEW PLANS IN RELIANCE POSTPAID?

YES NO

4) WHICH PLAN ARE YOU USING CURRENTLY AND WHAT IS YOUR BILL?

PLAN - - - - - -

BILL - - - - - - -

5) DO YOU WANT TO TAKE ANY POSTPAID CONNECTION WITH THESE PLANS?

(AFTER TELLING HIM ALL THE PLANS ACCORDING TO HIS USAGE OF PHONE)

YES NO

QUESTIONNAIRE

FOR MARKET SURVEY AND PRODUCT PROMOTION OF

RELIANCE NETCONNECT DATA CARD & USB MODEM


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BOTH

5) WHAT IS YOUR USAGE?

SURFING MORE DOWNLOADING MORE

6) DO YOU WANT TO TAKE ANY ONE WITH THESE PLANS?

(AFTER TELLING HIM ALL THE PLANS ACCORDING TO HIS USAGE OF INTERNET)

YES NO

Objectives of study

To know the satisfaction of the customer toward reliance data card

To find out the perception of the customer to words reliance data cards

To study data card market in pune

Literature Review


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Customer satisfaction is defined as "the number of customers, or percentage of total

customers, whose reported experience with a firm, its products, or its services (ratings)

exceeds specified satisfaction goals In a survey of nearly 200 senior marketing managers, 71

percent responded that they found a customer satisfaction metric very useful in managing

and monitoring their businesses. Within organizations, customer satisfaction ratings can

have powerful effects. They focus employees on the importance of fulfilling customers

expectations. Furthermore, when these ratings dip, they warn of problems that can affect

sales and profitability. . . . These metrics quantify an important dynamic. When a brand has

loyal customers, it gains positive word-of-mouth marketing, which is both free and highly

effective. In researching satisfaction, firms generally ask customers whether their product or

service has met or exceeded expectations. Thus, expectations are a key factor behind

satisfaction. When customers have high expectations and the reality falls short, they will be

disappointed and will likely rate their experience as less than satisfying. For this reason, a

luxury resort, for example, might receive a lower satisfaction rating than a budget motel

even though its facilities and service would be deemed superior in 'absolute' terms. The

importance of customer satisfaction diminishes when a firm has increased bargaining power.

For example, cell phone plan providers, such as AT&T and Verizon, participate in an industry

that is an oligopoly, where only a few suppliers of a certain product or service exist. As such,

many cell phone plan contracts have a lot of fine print with provisions that they would never

get away if there were, say, a hundred cell phone plan providers, because customer

satisfaction would be way too low, and customers would easily have the option of leaving for

a better contract offer. Customer satisfaction, a term frequently used in marketing, is a

measure of how products and services supplied by a company meet or surpass customer

expectation. Customer satisfaction is defined as "the number of customers, or percentage of

total customers, whose reported experience with a firm, its products, or its services (ratings)

exceeds specified satisfaction goals." In a survey of nearly 200 senior marketing managers, 71

percent responded that they found a customer satisfaction metric very useful in managing

and monitoring their businesses.

It is seen as a key performance indicator within business and is often part of a Balanced

Scorecard. In a competitive marketplace where businesses compete for customers, customer

satisfaction is seen as a key differentiator and increasingly has become a key element of

business strategy.


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"Within organizations, customer satisfaction ratings can have powerful effects. They focus

employees on the importance of fulfilling customers expectations. Furthermore, when these

ratings dip, they warn of problems that can affect sales and profitability. . . . These metrics

quantify an important dynamic. When a brand has loyal customers, it gains positive word-of-

mouth marketing, which is both free and highly effective."

Therefore, it is essential for businesses to effectively manage customer satisfaction. To be

able do this, firms need reliable and representative measures of satisfaction.

"In researching satisfaction, firms generally ask customers whether their product or service

has met or exceeded expectations. Thus, expectations are a key factor behind satisfaction.

When customers have high expectations and the reality falls short, they will be disappointed

and will likely rate their experience as less than satisfying. For this reason, a luxury resort, for

example, might receive a lower satisfaction rating than a budget motel even though its

facilities and service would be deemed superior in 'absolute' terms."

The importance of customer satisfaction diminishes when a firm has increased bargaining

power. For example, cell phone plan providers, such as AT&T and Verizon, participate in an

industry that is an oligopoly, where only a few suppliers of a certain product or service exist.

As such, many cell phone plan contracts have a lot of fine print with provisions that they

would never get away if there were, say, a hundred cell phone plan providers, because

customer satisfaction would be way too low, and customers would easily have the option of

leaving for a better contract offer. There is a substantial body of empirical literature that

establishes the benefits of customer satisfaction for firms.

Customer

A customer (also known as a client, buyer, or purchaser) is the recipient of a good, service,

product, or idea, obtained from a seller, vendor, or supplier for a monetary or other valuable

consideration. Customer may or may not also be a consumer, but the two notions are

distinct, even though the terms are commonly confused. A customer purchases goods; a

consumer uses them. An ultimate customer may be a consumer as well, but just as equally

may have purchased items for someone else to consume. An intermediate customer is not a

consumer at all. The situation is somewhat complicated in that ultimate customers of so-

called industrial goods and services (who are entities such as government bodies,

manufacturers, and educational and medical institutions) either themselves use up the goods

and services that they buy, or incorporate them into other finished products, and so are


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technically consumers, too. However, they are rarely called that, but are rather called

industrial customers or business-to-business customers. Similarly, customers who buy

services rather than goods are rarely called consumers.

Six Sigma doctrine places (active) customers in opposition to two other classes of people: not-

customers and non-customers. Whilst customers have actively dealt with a business within a

particular recent period that depends from the product sold, not-customers are either past

customers who are no longer customers or potential customers who choose to do business

with the competition, and non-customers are people who are active in a different market

segment entirely. Geoff Tennant, a Six Sigma consultant from the United Kingdom, uses the

following analogy to explain the difference: A supermarket's customer is the person buying

milk at that supermarket; a not-customer is buying milk from a competing supermarket,

whereas a non-customer doesn't buy milk from supermarkets at all but rather "has milk

delivered to the door in the traditional British way". A customer may or may not also be a

consumer, but the two notions are distinct, even though the terms are commonly confused. A

customer purchases goods; a consumer uses them. An ultimate customer may be a consumer

as well, but just as equally may have purchased items for someone else to consume. An

intermediate customer is not a consumer at all. The situation is somewhat complicated in

that ultimate customers of so

called industrial goods and services (who are entities such as government bodies,

manufacturers, and educational and medical institutions) either themselves use up the goods

and services that they buy, or incorporate them into other finished products, and so are

technically, consumers too. However, they are rarely called that, but are rather called

industrial customers or business-to-business customers. Similarly, customers who buy

services rather than goods are rarely called consumers. Six Sigma doctrine places (active)

customers in opposition to two other classes of people: not-customers and non-customers.

Whilst customers have actively dealt with a business within a particular recent period that

depends from the product sold, not-customers are either past customers who are no longer

customers or potential customers who choose to do business with the competition, and non-

customers are people who are active in a different market segment entirely. Geoff Tennant, a

Six Sigma consultant from the United Kingdom, uses the following analogy to explain the

difference: A supermarket's customer is the person buying milk at that supermarket; a not-

customer is buying milk from a competing supermarket, whereas a non-customer doesn't buy

milk from supermarkets at all but rather "has milk delivered to the door in the traditional

British way. Tennant also categorizes customers another way, that is employed out with the

fields of marketing. Whilst the intermediate/ultimate categorization is used by marketers,


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market regulation, and economists, in the world of customer service customers are

categorized more often into two classes:

1. An external customer of an organization is a customer who is not directly connected to that

organization.

2. An internal customer is a customer who is directly connected to an organization, and is

usually (but not necessarily) internal to the organization. Internal customers are usually

stakeholders, employees, or shareholders, but the definition also encompasses creditors and

external regulators.

The notion of an internal customer before the introduction of which external

customers were, simply, customers was popularized by quality management writer Joseph

M. Juran, who introduced it in the fourth edition of his Handbook (Juran 1988). It has since

gained wide acceptance in the literature on total quality management and service marketing;

and the customer satisfaction of internal customers is nowadays recognized by many

organizations as a precursor to, and prerequisite for, external customer satisfaction, with

authors such as Tansuhaj, Randall & McCullough 1991 arguing that service organizations that

design products for internal customer satisfaction are better able to satisfy the needs of

external customers.

Building a company around customer satisfaction

In this world of extreme competition, companies with a total focus on customer are going to

be the winner. Companies must understand importance of customer satisfaction and then

build process around it. A satisfied customer will be a loyal customer. There are large offering

of products and services available in the market then why the customer should choose a

given companys product. According to various research and studies it has been confirmed

that consumer will purchase products, which given them maximum perceived value. This

value comes from calculating the cost associated with the emotional level decision like the

brand image, corporate brand, sales personnel image and functional image. This value

converts to total customer cost by including purchase cost, time-energy in evaluation of


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product and intuitive cost.

Companies are able to achieve this state of total customer satisfaction by incorporating

good business practices. These practices are constructed around stakeholders, business

process, resource and organization. Companys stakeholders consist of employees, suppliers,

distributors and customers. Earlier focus has always solely been on shareholders, but now

stakeholders need to be satisfied for shareholders profit. Companies need to define

boundaries of relation with stakeholders as to get the maximum value for every participant.

To ensure maximum value, companies need to develop business processes, which understand

and fulfill customer expectations. This can

be achieved by aligning cross functional teams across critical processes, to create one smooth

flow. Companies need to understand its core competencies and develop them, thereby

successfully managing its resources. Organizational structure, design and policies have to be

suitable to facilitate the introduction of total customer satisfaction culture. Companies

through creating and delivering value can develop total customer satisfaction. Company itself

can be considered as a value chain consisting of primary and secondary activities. Primary

activities consist of inbound materials, operation, delivering finished products,

sales/marketing and servicing clients. Secondary activities consist of functional departments

like technology department, procurement department, human resource and finance

department. This value created is delivered to customer through the distribution channel

under the principle of supply chain management.

Customers in the digital age are much more conscious and aware of their need and wants,

making them a difficult lot to please. Companies run marketing campaign highlighting points

of similarity and difference with competitors products. The art is not at attracting the

customer, but it is at retaining the customer and creating long term relation with them.

Companies usually suffer from churning effect where customers do not make the repurchase.

Companies need to work hard in identifying reasons behind this churning. Once reasons are

identified separate them on the basis of manageable and non-manageable issues and then

work hard at eliminating manageable issues. Companies need to develop policies and

measure at retaining customers along with attracting new customers. This art of retentioncan be achieved through customer relationship management (CRM). In CRM the task is to

develop strong consumer based brand equity, which is done by converting first time buyer to

repeat buyer to a client to a member to advocates and finally to partners. During these

course companies can look forward to offering financial benefits in terms of discount for

frequent buyers or also by association with a social cause. Companies are able to achieve this

state of total customer satisfaction by incorporating good business practices.


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Companys stakeholders consist of employees, suppliers, distributors and customers. Earlier

focus has always solely been on shareholders, but now stakeholders need to be satisfied forshareholders profit. Companies need to define boundaries of relation with stakeholders as to

get maximum value for every participant. To ensure maximum value, companies need to

develop business processes, which understand and fulfill customer expectations. This can be

achieved by aligning cross functional teams across critical processes, to create one smooth

flow. Companies need to understand its core competencies and develop them, thereby

successfully managing its resources. Organizational structure, design and policies have to be

suitable to facilitate the introduction of total customer satisfaction culture.

Companies through creating and delivering value can develop total customer satisfaction.

Company itself can be considered as a value chain consisting of primary and secondary

activities. Primary activities consist of inbound materials, operation, delivering finished

products, sales/marketing and servicing clients. Secondary activities consist of functional

departments like technology department, procurement department, human resource and

finance department. This value created is delivered to customer through the distribution

channel under the principle of supply chain management. Customers in the digital age are

much more conscious and aware of their need and wants, making them a difficult lot to

please. Companies run marketing campaign highlighting points of similarity and difference

with competitors products. The art is not at attracting the customer, but it is at retaining the

customer and creating long term relation with them. Companies usually suffer from churning

effect where customers do not make the repurchase. Companies need to work hard in

identifying reasons behind this churning. Once reasons are identified separate them on the

basis of manageable and non-manageable issues and then work hard at eliminating

manageable issues.

Companies need to develop policies and measure at retaining customers along with

attracting new customers. This art of retention can be achieved through customer

relationship management (CRM). In CRM the task is to develop strong consumer based brand

equity, which is done by converting first time buyer to repeat buyer to a client to a member

to advocates and finally to partners. During these course companies can look forward to


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offering financial benefits in terms of discount for frequent buyers or also by association with

a social cause. Companies are in business to make the profit. Therefore, it has to identify

profitable customers. Profitable customers provide a revenue stream more than the expense

stream on retaining them. And this revenue stream should be higher for a company to have a

competitive advantage. More and more companies are deploying total quality managementapproach across the organization to build and deliver customer satisfaction.

Satisfaction as part of service profit chain

The service-profit chain establishes relationships between profitability, customer loyalty, and

employee satisfaction, loyalty, and productivity. The links in the chain (which should be

regarded as propositions) are as follows: Profit and growth are stimulated primarily by

customer loyalty. Loyalty is a direct result of customer satisfaction. Satisfaction is largely

influenced by the value of services provided to customers. Value is created by satisfied, loyal,

and productive employees. Employee satisfaction, in turn, results primarily from high-quality

support services and policies that enable employees to deliver results to customers. The

service-profit chain is also defined by a special kind of leadership that emphasizes the

importance of each employee and customer. There are two things about loyalty which are

important to notice. A satisfied customer is not automatically a loyal customer. Its only the

super satisfied customers who become loyal. That is why satisfied is not enough in a world

of abundance which is the situation for many companies today. Add to that the tough reality

that what we considered fantastic last year is what we expect this year. The expectations of

the customer change all the time. If a company wants to maintain the loyalty it has to get

better and better. Xerox found that

customers that rated those 5 (on a 1-5 customer satisfaction ranking) were six times more

likely to repurchase Xerox equipment versus those at the 4 rating level. Xerox coined the

term "apostles" to characterize the customers that rated them a 5. Just as important is to

avoid creating terrorists: customers that become so upset the make it a point to speak out

about the poor service they received at every opportunity. Loyal customers are more likely to

tell others about their loyalty than just satisfied customers. Excited customers tell other

people about their experiences and create ambassadors for the company. They become loyal

customers and they keep returning. The service-profit chain establishes relationships

between profitability, customer loyalty, and employee satisfaction, loyalty, and productivity.


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The links in the chain (which should be regarded as propositions) are as follows: Profit and

growth are stimulated primarily by customer loyalty. Loyalty is a direct result of customer

satisfaction. Satisfaction is largely influenced by the value of services provided to customers.

Value is created by satisfied, loyal, and productive employees. Employee satisfaction, in turn,

results primarily from high-quality support services and policies that enable employees todeliver results to customers. The service-profit chain is also defined by a special kind of

leadership that emphasizes the importance of each employee and customer. According to the

HARVARDUniversity, The Service-Profit Chain is a theory and business model evolved by a

group of researchers (James L. Heskett, Thomas Jones, Gary Loveman, W. Earl Sasser, and

Leonard Schlesinger) from HarvardUniversity in the nineties. In their subsequent book: The

Service Profit ChainHow Leading Companies Link Profit and Growth to Loyalty, Satisfaction

and Value, they prove that there is a direct link between superior service experiences,

customer loyalty, and financial performance (profit and growth). The work of Heskett et al

was criticized by a study of Rosa Chun. In an article in the Strategic Management Journal she

argues that they haven't found any hard data supporting the concept. There are two things

about loyalty which are important to notice. A satisfied customer is not automatically a loyal

customer. Its only the super satisfied customers who become loyal. That is why satisfied is

not enough in a world of abundance which is the situation for many companies today. Add to

that the tough reality that what we considered fantastic last year

is what we expect this year. The expectations of the customer change all the time. If a

company wants to maintain the loyalty it has to get better and better.Xerox found that

customers that rated them 5 (on a 1-5 customer satisfaction ranking) were six times more

likely to repurchase Xerox equipment versus those at the 4 rating level. Xerox coined the

term "apostles" to characterize the customers that rated them a 5. Just as important is to

avoid creating terrorists: customers that become so upset the make it a point to speak out

about the poor service they received at every opportunity.

Loyal customers are more likely to tell others about their loyalty than just satisfied

customers. Excited customers tell other people about their experiences and createambassadors for the company. They become loyal customers and they keep returning. The

primary determinant of customer satisfaction is perceived value which the customer has

gained more from the product than he or she thinks it is worth. Value often has an emotional

aspect that makes an experience particularly memorable for the customer. The key to create

value is the ability to bond emotionally with the customers and create emotional wow


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experiences. Underlying this is being very clear about the targeted service concept for the

targeted customers.

Research designDescriptive research design

1) Data for this study is collected from both primary and secondarydate.

The primary date is collected through a structured questionnaire which

was prepared to interview the respondent .the secondary date was

collected through discussion with the other member of the organization

to get general information date was also collected through thereference of the existing customers.

2) With the help of the date collected from both primary and secondary

sources the whole research is done the field .the date collected through

questionnaire are analyzed in details and divided in to various categories

of preference and conclusion are drawn on the possible changes are

cause for distribution process and market share is given based on the

research study.


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The schemes of RELIANCE COMMUNICATION are better in comparison to other.

RELIANCE COMMUNICATION CDMA has a facility of Auto Roaming.

Better Internet plan compare to other.

Better roaming plan.

RELIANCE COMMUNICATION have strong customer segment in corporate.

Lacking in promotional activity.

billing problem

Strong scheme for postpaid plan.

Classic which is new mobile manufacturer for RELIANCE have to face many problems related

to mobile set.

GRAPHICAL REPRESENRATIONOF THE AREAS VISITED


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OBSERVATIONS-

In CHINCHWAD area mostly people believe on BSNL because they get some good facilities there andthey dont want to change their mindsets about BSNL .They are having an collection center of BSNL in

chinchwad so this is very easy to themto pay the bills but Reliance have their web world in PIMPRI

and that is too far from there and no regular collection of bills so Reliance needs to think about that.

Reliance22%

Airtel23%

Idea17%

BSNL30%

Others8%

CHINCHWAD

Reliance Airtel Idea BSNL Others


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OBSERVATIONS -In PIMPRI there is a big competition. There are many collection centers there

Reliance, Airtel, Hutch are there but Reliance is doing well there.

Reliance26%

Airtel21%

Idea11%

BSNL28%

Others

14%

PIMPRI



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OBSERVATIONS-

In BHOSARI people need CUG connections most and for that they prefer Idea and Airtel because they

are also having good call rates for STD calls in CUG plans.

For non CUG plans they prefer BSNL because they are getting broadband connection on low rates also

Reliance

27%

Airtel

8%

Idea

19%

BSNL

30%

Others

16%

MIDC BHOSARI



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OBSERVATIONS-

In INDRAYANI NAGAR industrial area the main problem is related with the billing.There is no

collection cernter here they are in PIMPRI & NIGDI and the distance is 5 km from here

Reliance27%

Airtel11%

Idea19%

BSNL31%

Others

12%

INDRAYANI NAGAR



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OBSERVATIONS-

ALANDI is very far from the main roads NASHIK highway is 8 km away from here so very difficult to

reach there and in MARKEL (place away from Alandi) there is no good coverage.

Reliance25%

Airtel16%

Idea20%

BSNL28%

Others

11%

ALANDI



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OBSERVATIONS-

It is situated on old Bombey-Pune highway so there is good coverage and Reliance post paid is doing

good here.

PROMOTIONAL WORK

Sales promotion is one of the four aspects of promotional mix. (The other three parts of the

promotional mix are advertising, personal selling, and publicity/public relations.) Sales promotions

are non-personal promotional efforts that are designed to have an immediate impact on sales. Media

Reliance26%

Airtel11%

Idea17%

BSNL31%

Others15%

MIDC LANDEWADI

http://en.wikipedia.org/wiki/Promotional_mixhttp://en.wikipedia.org/wiki/Promotional_mixhttp://en.wikipedia.org/wiki/Promotional_mixhttp://en.wikipedia.org/wiki/Promotional_mixhttp://en.wikipedia.org/wiki/Advertisinghttp://en.wikipedia.org/wiki/Advertisinghttp://en.wikipedia.org/wiki/Advertisinghttp://en.wikipedia.org/wiki/Saleshttp://en.wikipedia.org/wiki/Saleshttp://en.wikipedia.org/wiki/Saleshttp://en.wikipedia.org/wiki/Publicityhttp://en.wikipedia.org/wiki/Public_relationshttp://en.wikipedia.org/wiki/Public_relationshttp://en.wikipedia.org/wiki/Public_relationshttp://en.wikipedia.org/wiki/Public_relationshttp://en.wikipedia.org/wiki/Publicityhttp://en.wikipedia.org/wiki/Saleshttp://en.wikipedia.org/wiki/Advertisinghttp://en.wikipedia.org/wiki/Promotional_mixhttp://en.wikipedia.org/wiki/Promotional_mix


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and non-media marketing communications are employed for a pre-determined limited time to

increase consumer demand, stimulate market demand or improve product availability. Examples

include:

coupons

discountsand sales, includingBlue Cross Sale

contests

point of purchasedisplays

rebates

free samples(in the case of food items)

gifts and incentive items

free travel, such as free flights

Sales promotions can be directed at thecustomer,sales staff, ordistributionchannel members (such

asretailers). Sales promotions targeted at theconsumerare called consumer sales promotions. Sales

promotions targeted at retailers and wholesale are called trade sales promotions. Some sale

promotions, particularly ones with unusual methods, are consideredgimmickby many.

Under sales promotion I have done a survey for the web world franchisee and for that I have visited

some areas which are as follows-

F.C.ROAD

J.M.ROAD

BHANDARKAR ROAD

KARVE ROAD

M.G.ROAD

BOOTEE STREET

EAST STREET

VIMAN NAGAR
http://en.wikipedia.org/wiki/Couponhttp://en.wikipedia.org/wiki/Couponhttp://en.wikipedia.org/wiki/Discounts_and_allowanceshttp://en.wikipedia.org/wiki/Discounts_and_allowanceshttp://en.wikipedia.org/wiki/Blue_Cross_Salehttp://en.wikipedia.org/wiki/Blue_Cross_Salehttp://en.wikipedia.org/wiki/Blue_Cross_Salehttp://en.wikipedia.org/wiki/Contesthttp://en.wikipedia.org/wiki/Contesthttp://en.wikipedia.org/wiki/Point_of_purchasehttp://en.wikipedia.org/wiki/Point_of_purchasehttp://en.wikipedia.org/wiki/Rebate_(marketing)http://en.wikipedia.org/wiki/Rebate_(marketing)http://en.wikipedia.org/wiki/Free_samplehttp://en.wikipedia.org/wiki/Free_samplehttp://en.wikipedia.org/wiki/Customerhttp://en.wikipedia.org/wiki/Customerhttp://en.wikipedia.org/wiki/Customerhttp://en.wikipedia.org/wiki/Distribution_(business)http://en.wikipedia.org/wiki/Distribution_(business)http://en.wikipedia.org/wiki/Distribution_(business)http://en.wikipedia.org/wiki/Retailerhttp://en.wikipedia.org/wiki/Retailerhttp://en.wikipedia.org/wiki/Retailerhttp://en.wikipedia.org/wiki/Consumerhttp://en.wikipedia.org/wiki/Consumerhttp://en.wikipedia.org/wiki/Consumerhttp://en.wikipedia.org/wiki/Wholesalershttp://en.wikipedia.org/wiki/Wholesalershttp://en.wikipedia.org/wiki/Gimmickshttp://en.wikipedia.org/wiki/Gimmickshttp://en.wikipedia.org/wiki/Gimmickshttp://en.wikipedia.org/wiki/Gimmickshttp://en.wikipedia.org/wiki/Wholesalershttp://en.wikipedia.org/wiki/Consumerhttp://en.wikipedia.org/wiki/Retailerhttp://en.wikipedia.org/wiki/Distribution_(business)http://en.wikipedia.org/wiki/Customerhttp://en.wikipedia.org/wiki/Free_samplehttp://en.wikipedia.org/wiki/Rebate_(marketing)http://en.wikipedia.org/wiki/Point_of_purchasehttp://en.wikipedia.org/wiki/Contesthttp://en.wikipedia.org/wiki/Blue_Cross_Salehttp://en.wikipedia.org/wiki/Discounts_and_allowanceshttp://en.wikipedia.org/wiki/Coupon


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KALYANI NAGAR

KOREGAON PARK

I have distributed the pamplates, door to door or company to company selling, and have putted stalls

in the HCL carnival on F.C. road in hotel ASHISH PLAZA for two days also.

Research method

1) In this research study both research method were used quantitative

method and as well as qualitative method. The questions and feedback

in the questionnaire were based on the quality and quantity both.

Types of dateThe type of date used in this research was primary and secondary date

both.


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1) Primary datedirect interaction through questionnaire.

2) Secondary date interaction with the other members of the

organization and references by the existing customers

Data collection instruments-

1) The instrument of the collecting data in this research was a

structured questionnaire.

2) The questionnaire was having different qualitative and as well as

qualitative question.

SamplingSampling is the process of selecting unit from a population of interest

so that by studying the sample we can analyze our result back to the

population from which they were chosen. It is a process used in

statically analysis in which a predetermined number of observations

will be taken from a larger population the methodology used to

sample from a larger population will depend on the types of analysis

being performed.

There are two types of sampling

1) Probability sampling- probability sample are selected in such a

way as to be representative of the population. They provide themost valid or credible result because they reflect the

characteristics of the population from which they are selected

2) Non-probability- sampling- as they are not truly representative,

non-probability samples are less reliable then probability sample


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.however a research may not be able to obtain a random or stratified

sample, or it may be too expensive. A research may not care about

generalizing to a larger population. The validity of non-probability

sample can be increased by trying to approximate random selection

and by eliminating as many sources of bias as possible.

Sampling technique

Random selection sample technique was used to collect the date of

100 respondents.

Sampling unit-

SMEs, SOHO, student showroom and shopkeepers were there in

sampling unit.

Sampling size-

The sample size was 100 .in it I include SMEs, small offices and home

offices showroom and shopkeepers.

.


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Research limitations-

1) The study was restricted to only those clients who were related to

reliance communication products.

2) The study was confined within specific regions of pune city only.

3) The sample size was limited so the results obtained from the

study may not be generalized for the whole population.

4) The time period of the study was not sufficient to measure the

consumer response effectively and reach to a more valid

conclusion

5) Many of the respondents many not have given the correct

information due to personal bias


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Reliance57%

Airtel4%

TTSL37%

HUTCH1%

OTHER1%

CDMA Market Share

Reliance Airtel TTSL

HUTCH STL


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Reliance3%

Airtel31%

Hutch22%

Idea12%

BSNL22%

MTNL2%

Spice2%

BPL1%

Aircel5%

GSM Market Share

Reliance Airtel Hutch

Idea BSNL MTNL

Spice BPL Aircel


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Reliance32%

BSNL35%

TATA25%

SIFY8%

INTERNET PROVIDERS

Reliance BSNL TATA SIFY


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Implementation of the study

1. First for cooperate firm: the study can be useful for both the organization

because by this study the organization can identified what different facility

the other organization is provided.

2. Customer: customer can find out what is the difference between the

organizations.

3. For student: student can use this study for making their reports on a similar

topic.

Findings, Suggestions & Conclusions

Findings

Both Airtel and Reliance subscribers prefer to use prepaid connection as

compared to post paid connection as it helps in saving time of paying

monthly bills, easy availability of prepaid connection at every telecom shop.

But Reliance subscribers prefer to use postpaid connection as compared to

Airtel postpaid subscribers.

Majority of subscribers are using Airtel connection from a long period of

time i.e. five to ten years whereas majority of Reliance subscribers are

using it from only past three to five years. Therefore, subscribers are using

Airtel from a long period of time as compared to Reliance subscribers.

Reliance network use to give more attractive voucher ,scheme ,offer than

other network.


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The advertisement of the reliance are more attractive than the airtel

network but few other

Reliance are the major looser in percentage in portability scheme.

celebrity endorsement of the reliance are more better than the airtel

network

Recommendations

Network is the major difference between Airtel and Reliance because

majority of Reliance subscribers are dissatisfied with its network because of

dropped calls so it should improve its network /connectivity and provide

un-interrupted communication coverage for the mobile phones through

their network to increase its subscriber base.

Reliance advertisements are more attractive to the eyes of the people as

compared to Airtel. Thus, Airtel should add more creative content in its

advertisements so that it catches the attention of large number of people.

Though, Airtel and Reliance both gives promotional offers on their

respective connections to increase its sales but more schemes are offered

by Reliance that is why Airtel should also offer more promotional schemes

like unlimited messages, full talk time etc. on continuous basis in order to

capture a large number of the market .

Both Airtel as well as the Reliance subscribers have complained about the

unsolicited calls (like promotional calls for various products of different

companies) they receive from different companies due to their data

provided by the cell phone service providers to different companies.

Subscribers who are not interested in getting such calls get frustrated when

they receive such calls. Thus, permission should be taken before providing


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their data to any company or such calls should be stopped when any

subscriber makes a request for it. Otherwise, there are chances that the

company might lose its many subscribers.

Access to the customer care department of Reliance should be improvedbecause some of its subscribers have to call many times or have to hold the

call for a longer period of time in order to talk to the customer care

representative. As cellular industry is a service industry where the service

provided by them is intangible in nature and itsthe people of the service

company who add tangibility to the services provide by them. Thus,

customer care representatives should be helpful, respond to the queries

and complaints of the subscribers about the service issues on time and in a

proper manner.

Both Airtel as well as Reliance should decrease their value added services

charges so that large number of subscribers can activate them on their

mobile because large number of subscribers do not use these services due

to their high charges.

Reliance should take proper steps or maintain proper records so that no

incorrect bill is dispatched to any of its postpaid connection user. It creates

a negative image of the company in the minds of the subscribers and they

might switch to any other cell phone service provider.

Finding and interpretation

Both Airtel and Reliance subscribers prefer to use prepaid connection as

compared to post paid connection as it helps in saving time of paying

monthly bills, easy availability of prepaid connection at every telecom shop.

But Reliance subscribers prefer to use postpaid connection as compared to

Airtel postpaid subscribers.


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Majority of subscribers are using Airtel connection from a long period of

time i.e. five to ten years whereas majority of Reliance subscribers are

using it from only past three to five years. Therefore, subscribers are using

Airtel from a long period of time as compared to Reliance subscribers.

Reliance network use to give more attractive voucher ,scheme ,offer than

other network.

The advertisement of the reliance are more attractive than the airtel

network but few other

Reliance are the major looser in percentage in portability scheme.

celebrity endorsement of the reliance are more better than the airtelnetwork

Suggestion

1. This study has been done in a narrow perspective taking on the 150respondent sample, first it is suggested to take large sample size so that

more appropriate result can be obtain.

2. The study has been done in pune, so it is suggested that other cities can

also be included to get more appropriate result.

3. In this study only two organizations are compare that is Reliance and

Airtel. The study can be some more company can be included so that the

best out of those can be found out.


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Conclusion

India is huge market and none of service providers can dare to ignore

its potential. Thats why Indian mobile service provider industry is

growing leap and bounce for the last decade. Services providers are

now willing to provide varies facilities like entertainment (music,

video etc.) and even banking also. A drastic change has came in the

industry along with expanding its base in subscribers, service

providers are keeping eye not only to offer new facilities but also to

be the first to provide it.

In this changing landscape the winner will be the one who

understands consumers need focusing on usability and actually giving

control back to user. The looser will be one that focus on overly

technical product differentiation that the majority of consumer will

not understand and therefore not use it. Future strategy which

makes one to be leader in the market are more competitive tariff

plans should be launch. More VAS should be provided. Moreover,focus should also be on the rural market as this market has also

provides a large subscriber base.

Subscribers are the lifeblood to the cellular operators. Further, due

to the present competition among the operators, they need to

improve their services. Therefore, the industry players need to

consider demands and satisfactions from their subscribers in

ensuring them from churning to another operator. By reacting

proactively towards the demands and strive for customer

satisfactions, cellular operators can be competitive against their

competitors.


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There exists a strong competition between Airtel and Reliance.

Though both of them provide more or less the same services but still

a majority of subscribers prefer to use Airtel as compared to Reliance

for the reasons that have been already discussed above and that

makes Airtel a market leader and different from other cell phone

service providers. Therefore, in order to increase its market share

Reliance should provide much better cellular services in order to

cover a large subscriber base so that it becomes famous not only for

its creative advertisements but also for its cellular services.

BIBLIOGRAPHY

WEBSITES:\

WWW.Reliancecommunication.com

www.google.com

www.altavista.com

BOOKS PREFFERED:
http://www.reliancecommunication.com/http://www.reliancecommunication.com/http://www.google.com/http://www.google.com/http://www.altavista.com/http://www.altavista.com/http://www.altavista.com/http://www.google.com/http://www.reliancecommunication.com/


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Marketing Management- Philip Kotler

Marketing Management- RajanSaxena

NEWS PAPERS:

THE ECONOMIC TIMES

THE TIMES OF INDIA

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