INTERNSHIP PROJECT REPORT
On
Marketing Strategies of Aircel in Delhi and NCR
Submitted By –
Name: Vishal Sirohi
Batch & Section: WS/ISBE-B (2011-2013)
Student ID: D1113WSISBEPGP10090(CHD-4-CA-328)
Area of Research: Marketing
Internship start and finish dates: 5th Dec 2011 to 24 Jan 2012
1
ACKNOWLEDGEMENT
Undertaking any project in life proves to be a milestone in more ways than one. Its
successful completion relies on a myriad people and their priceless help. I am deeply
indebted to all who have inspired, guided and helped me in the successful completion of
the project. I owe debt of gratitude to them, who were so generous with their valuable
time and expertise.
Through this acknowledgement I express my sincere gratitude towards all those people
who helped me in this project, which has been a learning experience.
I am thankful to my guide and mentor Prof. Dipti Sharma for guiding me throughout this
study without their help this thesis would have not be completed.
I appreciate the co-ordination extended by my friends and also express my sincere
thankfulness to the entire faculty members of Indian Institute of Planning &
Management, Delhi, giving me the opportunity to do this project/study and also assisting
me for the same.
1
TABLE OF CONTENT
Topic Name Page No
• Title page
• Completition certificate from the company
• Acknowledgements 1
• Table of contents 2
• Executive summary 3
• Introduction 4
• Research objectives and methodology 7
• Aircel - Company Overview 11
• Our World
• About Maxis Communications Berhad
• Sponsorships
• SWOT Analaysis
• Primary findings and analysis 21
• Conclusion & Recommendations 39
• Bibliography 44
• Annexure 45
2
EXECUTIVE SUMMARY
The Aircel group is a joint venture between Maxis Communications Berhad of Malaysia
and Sindya Securities & Investments Private Limited, whose shareholders are the Reddy
family of Chennai, with Maxis Communications holding a majority stake of 74%.
Aircel commenced operations in 1999 and became the leading mobile operator in Tamil
Nadu within 18 months. In December 2003, it launched commercially in Chennai and
quickly established itself as a market leader - a position it has held since.
Aircel began its outward expansion in 2005 and met with unprecedented success in the
Eastern frontier circles. It emerged a market leader in Assam and in the North Eastern
provinces within 18 months of operations. Now, the company has completed rollout in all
23 telecom circles including Chennai, Tamil Nadu, Assam, North East, Orissa, Bihar,
Jammu & Kashmir, Himachal Pradesh, West Bengal, Kolkata, Kerala, Andhra Pradesh,
Karnataka, Delhi, UP(West), UP(East), Maharashtra & Goa , Mumbai, Haryana , Madhya
Pradesh, Punjab, Gujarat and Rajasthan.
Aircel has won many awards and recognitions. Voice and Data gave Aircel the highest
rating for overall customer satisfaction and network quality in 2006. Aircel emerged as
the top mid-size utility company in Businessworld's 'List of Best Mid-Size Companies' in
2007. Additionally, Tele.net recognised Aircel as the best regional operator in 2008.
With over 50 million happy customers in the country, Aircel is a full-fledged national
operator.
3
INTRODUCTION OF THE TOPIC
The main objective of the project is to analyse and identify various potential
opportunities in Delhi and NCR region and make Aircel stand out from other brands. As
we know that Aircel is a new brand in India and has a great scope to grow, the company
is keenly eyeing the untapped market. No doubt, Aircel spends a lot on its advertisements
as compared to other brands but still the market share is not up to the mark.
For this purpose a market analysis was done to get an overview and understand various
loop holes, so as to make an improvement and have an edge over the competitors. One
survey was done to know the consumer behavior in relation to other telecom brands
present in the market and identify the reasons for the use of a particular brand. Another
survey was done to know the retailers perception towards Aircel and other brands. This
gave a brief about the market trends and the perception of the customers and the retailers
towards various brands in the market. The main emphasis was laid on measuring
customer value and satisfaction. Efforts were made to understand what the retailers want
from the company apart from other services.
Another brain storming activity was done in order to come up with different and out of
the box ideas so that Aircel can make an attempt to out shine in the market. Many ideas
were discussed and analysed so that people recognize Aircel as a WOW brand.
The limitations which came across in this study are Availability of Secondary Literature,
Some of the areas were left untapped during short time of the project study and Findings
can’t be generalized beyond the area of coverage.
Research has demonstrated conclusively that it is far more costly to win a new customer
than it is to maintain an existing one. And there is no better way to retain a customer than
to exceed his expectations. For this purpose it is essential to know the level of customer
satisfaction.
Some of the limitations like relatively small sample size and only Delhi as the place of
field research have also been indicated.
4
The areas where Aircel can improve and areas where it leads from the other private
players in the market.
I shall feel rewarded if this project report proves helpful to Aircel.
India's telecommunications market is amongst the highest-potential markets globally,
marked by deregulation and rapid growth. Its cellular market alone is growing at 60%
annually. This demand will only accelerate as new technologies emerge to make new
services possible. Idea plans to grow its telecom business both in terms of geographical
reach and in terms of the products and services we will offer.
The Indian telecommunications Network with 250m telephone connections is the fifth
largest in the world and is the second largest among the emerging economies of Asia.
Today it is the fastest growing market in the world and represents unique opportunities
for UK companies in the stagnant global scenario. Accordingly, India requires
incremental investments of USD 20-25 bln for the next five years.
Private operators have made mobile telephony the fastest growing (over 164% p.a.) in
India. With more than 33 million users (both CDMA and GSM), wireless is the principal
growth engine of the Indian telecom industry. Given the current growth trends, cellular
connections in India will surpass fixed line by late 2004/early 2005. Intense competition
between the four main private groups - Bharti, Aircel, Tata and Reliance and with the
State sector incumbents-BSNL and MTNL has brought about a significant drop in tariffs.
There has been almost 74% in cell phone charges, 70% in ILD calls and 25% drop in
NLD charges, resulting in a boom time for the consumers.
5
OVERVIEW OF INDUSTRY AS WHOLE
At 306.45 million connections Indian Telecom Industry till May 09, is the 3rd largest and
fastest growing in the world. The subscriber base has grown by 40% annually and is
expected to reach 250 million in 2007. Over the last 3 years, two out of every three new
telephone connections were wireless. Consequently, wireless now accounts for 54.6% of
the total telephone subscriber base, as compared to only 40% in 2003. Wireless
subscriber growth is expected to grow at 2.5 million new subscribers every month in
2007. The wireless subscriber base skyrocketed from 33.69 million in 2004 to 62.57
million in FY 2004 -2005. The wireless technologies currently in use Indian Telecom
Industry are Global System for Mobile Communications (GSM) and Code Division
Multiple Access (CDMA). There are primarily 9 GSM and 5 CDMA operators providing
mobile services in 19 telecommunication circles and 4 metro cities, covering more than
2000 towns across the country. And the numbers are still growing for Indian Telecom
Industry is regulated by 'Telecom Regulatory Authority of India' (TRAI). It has earned
good reputation for transparency and competence. Three types of players exist in ' Indian
Telecom Industry community.
6
RESEARCH OBJECTIVES
To analyze the trends in Indian Telecom Industry with the entry of Aircel.
To study the marketing strategies of Aircel in Delhi and NCR
To do a comparative analysis of cellular products and tariffs of the top players
providing cellular services in New Delhi.
To do a comparative analysis of cellular products and tariffs of the top players
providing cellular services in New Delhi.
To study the effect of advertising on brand preferences in mobile services with special
reference to Aircel
SCOPE OF THE STUDY
The study was limited to the marketing strategies of Aircel in Delhi and NCR. It also
gives a detailed analysis of the marketing strategies of Aircel in Delhi & NCR.
7
RESEARCH METHODOLOGY
RESEARCH DESIGN
A research design is a logical and systematic plan prepared for directing a research study.
The methodology and techniques designed is the program that guides the investigator in
the process of collecting, analyzing and interpreting data.
DATA SOURCES
The collected information has been analysed and presented in the final reports. The
survey results have been tabulated and presented using bar graphs and pie charts. On the
basis of the results conclusions have been drawn.
Primary Data
This was collected through questionnaire survey and interviews. The questionnaire
design was closed ended and carried information pertaining to aspects relevant to the
scope of the study. Since, the impetus of the study was towards satisfaction level with
Aircel Services and thus questions related to the same were used.
Secondary Data
Secondary Data: Secondary data was collected from company's official web site ;
www.Aircel.co.in . Brochures issued by the company.
Questionnaire Design/ Formulation
Questionnaire: - A questionnaire consists of a set of questions presented to respondent
for their answers. It can be Closed Ended or Open Ended
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Open Ended: - Allows respondents to answer in their own words & are difficult to
Interpret and Tabulate.
Close Ended: - Pre-specify all the possible answers & are easy to Interpret and Tabulate.
SAMPLE DESIGN
Sample Element/ Sample Unit
The respondents were selected at random and were approached mostly near Aircel
Service outlets in various areas of New Delhi; Lajpat Nagar, Ashok Vihar, Dwarka,
Greater Kailash, Connaught Place.
Extent
The research is concentrated in DELHI-NCR,. All the branches in the targeted area were
contacted to be a part of the study.
Sampling Frame
DELHI & NCR
Sampling Technique
Convenient sampling has been used in this project. A particular area was selected and
respondents were chosen on convenience.
Sample Size : 100
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Limitations of the Research
I have to work under time constraint due to my present job, so I have got a less time to
complete the project.
The respondents were mostly college going students; low understanding of knowledge
was there.
The respondents were discussing the questions prior to reply thus their could be biasness.
Different promotional schemes offered by different companies were not known by the
respondents.
Every attempt has been taken to obtain the error free and meaningful result but as nothing
in this world is 100% perfect I believe that there is still the chance for error on account of
following limitations-
Sample size may not be the true representative of the population.
Respondent’s unwillingness to respond.
Respondent’s inability to formulate a response.
Respondent’s unavailability.
Time pressure and fatigue on the part of respondents and interviewer.
Availability of Secondary Literature.
Some of the areas were left untapped during short time of the project study.
Findings can’t be generalized beyond the area of coverage.
10
COMPANY OVERVIEW
The Aircel group is a joint venture between Maxis Communications Berhad of Malaysia
and Sindya Securities & Investments Private Limited, whose shareholders are the Reddy
family of Chennai, with Maxis Communications holding a majority stake of 74%.
Aircel commenced operations in 1999 and became the leading mobile operator in Tamil
Nadu within 18 months. In December 2003, it launched commercially in Chennai and
quickly established itself as a market leader - a position it has held since.
Aircel began its outward expansion in 2005 and met with unprecedented success in the
Eastern frontier circles. It emerged a market leader in Assam and in the North Eastern
provinces within 18 months of operations. Now, the company has completed rollout in all
23 telecom circles including Chennai, Tamil Nadu, Assam, North East, Orissa, Bihar,
Jammu & Kashmir, Himachal Pradesh, West Bengal, Kolkata, Kerala, Andhra Pradesh,
Karnataka, Delhi, UP(West), UP(East), Maharashtra & Goa , Mumbai, Haryana , Madhya
Pradesh, Punjab, Gujarat and Rajasthan.
Aircel has won many awards and recognitions. Voice and Data gave Aircel the highest
rating for overall customer satisfaction and network quality in 2006. Aircel emerged as
the top mid-size utility company in Businessworld's 'List of Best Mid-Size Companies' in
2007. Additionally, Tele.net recognised Aircel as the best regional operator in 2008.
With over 50 million happy customers in the country, Aircel is a full-fledged national
operator.
Our world
The Aircel Group is a result of alliance between Maxis Communications Berhad of
Malaysia (74% equity) and Sindya Securities & Investments Private Limited (26%
equity).
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The Aircel Group, formed in 1994, offers affordable and outstanding mobile services to a
vast subscriber base in India. Aircel has a vision of delighting its customers by giving
them the respect they deserve. Our goal is to provide our customers with exemplary
service and persistently look for new ways to surpass their expectations.
Aircel commenced operations in 1999. In our first decade of operations, we concentrated
on building our foundations in the southern part of the country, and soon emerged as the
regional market leaders. We worked hard and achieved that success by remaining focused
on growth opportunities. Soon after our company began with its expansion in 2005 and
has now set its sight on becoming a pan India operator. Our project pipeline is robust,
allowing for sustainable long-term growth.
In addition to our leadership position in Tamil Nadu, Aircel met with extraordinary
success in the Eastern frontier circles. We pride ourselves on customer satisfaction and
managed to emerge as the market leaders in Assam and North Eastern states wit hin 18
months of operations. During this period, our company gained a strong foothold in 10
circles, to provide better access to our customers. Today, Aircel operates in 18
telecommunication circles and the company is ready to embark on a dynamic expansion
plan, swiftly rolling out in new circles in the near future.
Aircel recognizes the tremendous growth in its customer base. We have also got an
authorization from the Department of Telecommunications for ILD and NLD telephony
services and are now on track to realize our dream of becoming a nationwide player by
the year 2010.
Aircel offers its customers, services and products that are easy to understand and use. All
offerings are stimulating and at the same time extremely unique as Aircel continues to re-
invent itself constantly to deliver the best and most up-to-date services. The brand instils
a felling of pride, confidence and reliance among all stakeholders by anticipating their
desires and fulfilling the same efficiently.
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With our foundations deeply set on our brand vales of simplicity, creativity, trust and
excitement, we will continue to deliver superior services to our customers and will do our
best to live up to their high expectations.
About Maxis Communications Berhad
Maxis Communications Berhad is a leading mobile communications service provider in
Malaysia that started operations in the year 1995. Maxis' vision is to bring superior
communication services to enhance its customers' lives and businesses, in a manner that
is simple and personalized, by efficiently and creatively harnessing leading edge
technology, and delivering a brand of service experience that is reliable and enchanting.
Since its inception, Aircel has strived to provide the best of features and services to its
customers. It is this passion and enthusiasm that has helped us grow leaps and bounds
from what started as operations in Tamil Nadu in 1999, to a pan-India presence across 18
circles today.
Aircel has also been recognized for its consistent and reliable efforts, receiving the
highest rating for overall customer satisfaction and network quality by Voice and Data in
2006, an accolade given to only a select few. We succeeded in keeping our promises to
our customers as we were recognized for the same award by IDC in 2007.
Aircel emerged as the top mid-size utility company in Businessworld's 'List of Best Mid-
Size Companies' in 2007. Additionally, we have also been recognised as the best regional
operator by the Tele.net Publication in 2007 and have been honoured by CMAI
INFOCOM for excellence in marketing of new telecom service in 2009.
Thanks to our loyal customers, we have been rated as one of the most admired mobile
service brand in a pan-India survey conducted in Sep'09. Aircel today has reached a
subscriber base of 46 million plus and is still going strong. Rest assured Aircel's
commitment to providing you with the best of services and features will be an ongoing
endeavour.
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Aircel has multiple and convenient store locations throughout the country. We provide
sales and support through one of the largest and most extensive networks of stores.
Feel free to drop by and we'll be happy to assist you with anything you may require. For
more information on a particular city we serve, please choose from the list of Aircel store
locations below
CSR policies
At Aircel, we continually pursue healthy corporate citizenship. Our aim is not to merely
discharge social responsibility, but conduct business in a manner which reinstates respect
for people, communities and the environment.
We emphasize on an inclusive work culture to appreciate differences and believe
engagement with our employees is quintessential for an effective CSR plan. We share
adequate information on the organization’s vision and CSR initiatives, because it
promises healthy operations and subsequently adds to the overall quality of life. This
motivates the employees and their family members to contribute to society.
Aircel maintains integrity and respect in its interactions with its stakeholders, customers,
retailers, investors, NGO partners and the government. We are careful in not partnering
with any PR / communication that induces distrust in the sincerity of our efforts. Our
stringent belief in delighting customers with good products and services helps build a
strong relationship.
Aircel is always proactive in supporting NGOs and NPOs. We extend all possible
assistance to their projects for a minimum of 3 to 5 years and thereafter support new
projects. Besides, we aim at continual involvement with our business partners and the
government for economic and social development of the underprivileged.
Aircel engages external audit agencies to guarantee authenticity, and maintains and
monitors an external profile of the CSR activities which are shared with the stakeholders
in the annual reports and websites.
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We incorporate the CSR policies in our core business to ensure ethical business practices
in all the functions to harness a healthy society.
Sponsorships
In India sports are not just about recreation, they are about skill, passion and recognition.
Aircel has adopted a progressive policy of encouraging sports by sponsoring teams and
tournaments to provide opportunities and facilities to upcoming young talent and to help
create champions of the future.
Businesses and society are interdependent, thus sponsoring sporting activities gives
Aircel the opportunity and platform to interact with our stakeholders and helps us
maintain a warm relationship with our customers.
Cricket
Indian Premier League
Cricket fever is a welcome epidemic for any Indian. The Indian Premier League and
Aircel have become synonymous with the sports loving public of Chennai and Tamil
Nadu, as Aircel is currently the proud team sponsor of the Chennai Super Kings.
One of the favorites at the tournament, the team Chennai Super Kings, is captained by
Mahendra Singh Dhoni and includes many other renowned players like Matthew Hayden,
Michael Hussey, Suresh Raina and Albie Morkel
Being allied with the team via this exciting and unique sponsorship opportunity, Aircel is
proud to be associated with one of the most prestigious and successful cricketing events
of the decade. more...
World Cup
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Every four years, a billion people have only one thing on their minds; cricket. The
country buzzes with cricket talk; the pros and cons of each team, the conditions of the
stadiums, the weather, the fairness of the umpires; if it’s not cricket, it’s not news.
We at Aircel are as passionate about cricket as you are. Which is why this World Cup, we
bring to you a range of entertaining activities to keep you occupied when there are no
matches to watch. more...
Aircel Chennai Open
The game of tennis enjoys a considerable following in India, thanks to the achievements
of some of the leading Indian players. Aircel has associated itself with this game with a
spirit of patriotism, love of the motherland and home-grown roots. The company aims at
contributing greatly towards strengthening India’s position and enhancing the prestige of
this sport internationally.
The 2011 Aircel Chennai Open is the only ATP tennis tournament in India, the
tournament played on outdoor hard courts. The current season is the 16th edition of the
Chennai Open, and part of the 250 series of the 2011 ATP World Tour. more...
Professional Golf Tour of India
India bags the honor of being the first country outside Britain to adopt the game of Golf.
Today Indian players are playing at international levels and winning many accolades.
The Indian professionals created the entity, 'Professional Golf Tour of India (PGTI)' with
the key objective of nurturing and maintaining high standards of professionalism in the
game by supporting the national and international tours.
By sponsoring this tournament Aircel aims at being involved in nurturing and
maintaining a high standard of professional golf in India.
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National Tenpin Bowling Team Championship
Aircel is proud to be sponsoring the NTBTC in 2011. This is the second year of our
successful partnership with the Tenpin Bowling Federation of India. We are very excited
about the tournament this year and are sure there will be some very interesting games.
Bowling is a popular sport the world over however it has only recently come into the
limelight in India. It is getting more exposure thanks to the rising number of bowling
lanes now present in most cities. The top priority of the Tenpin Bowling Federation is
spreading tenpin bowling among the youth and strengthening its structure. Being allied
with the Federation via this exciting sponsorship opportunity, Aircel is proud to assist in
taking that goal to fruition more...
Lakme Fashion Week
Lakme Fashion Week is India's most prestigious fashion and trade event. Now, entering
its second decade, LFW continues to redefine the future of Indian fashion and provide a
platform to integrate India into the global fashion world. This year, the Summer/Resort
2011 showcase will be held from March 11 - March 15, 2011 at the Grand Hyatt,
Santacruz East, Mumbai.Aircel will be part of LFW for the second consecutive year as
the Associate sponsor. A key highlight this year will be the Aircel’s association with
leading designer Sabyasachi for a collection based on the Save Our Tigers theme, a CSR
initiative from Aircel
Aircel Business Solutions
Technology related business solutions are an indispensable part of trade and commerce in
today’s marketplace. These business solutions aim at generating value for consumers by
effectively utilizing technology to advance their day to day processes.
Today every company needs unique technology related solutions specific to their
individual environment. Keeping the same in mind, Aircel offers a comprehensive range
of business related applications to empower every aspect of your business. Our business
17
enhancement solutions are aimed at generating profitable results for your enterprise. Our
products ranging from premium internet services, E-Conferencing, MPLS VPN and
Smart Stream provide a gamut of services that will support your needs.
Let us assist you in implementing innovative business solutions customized to your needs
and make your day to day business processes more efficient by simplifying your busy
world.
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S.W.O.T ANALYSIS OF THE ORGANIZATION
STRENGTHS:
Aircel has its brand image and its ranking is 2nd in world. so here one thing is conform
that Aircel has good network and outstanding services that’s why its users are most after
china mobiles. At gave some special packages to the to attract customers. it can offer
international roaming facility more than any network in India. Financially Aircel is strong
and is able to invest heavy amount in India.
WEAKNESS:
It has to take license from TRAI and act according to rules of India due to which it may
not give its special services like 3G video calling and call to someone by hiding your
phone number.
OPPURTUNITIES:
Aircel can capture Asian market if it can grow more in India ,62% of population of India
is young and mobile phones are most commonly used by young ones. Demo graphs of
India tell us that in this company India can earn heavy amount of revenue.
So there is space for market penetration. if Aircel offers some special packages for
limited time then customer of other networks may switch. Aircel have better technology
so it can capture the customers of the other networks as well. With India Aircel can
capture Asia as well because of population or demography of India.
19
THREATS:
The current recession in market is not good for any kind of business including
telecommunication. Five cellular companies are already working in India. The situation
in is not good especially political and peace. There are a lot of uncertainties in the
country.
20
DATA ANALYSIS AND INTERPRETATION
1) Do you use mobile phones?
Yes No0
20
40
60
80
100
120
140
160
180
200
Findings: All the respondents used Mobile Phones.
21
2) If Yes Then Which Cellular Connection Do You Have?
Airtel Vodafone Idea Tata Aircel0
10
20
30
40
50
60 55
35
4036
34
Findings: The Mobile connections of the selected sample size are as mentioned in the
above pie chart.
22
3) If you are using mobile phone then which type of connection you have?
Post Paid38%
Pre Paid63%
Findings: 38% respondents had post-paid connection while 62% had Pre paid
Connection.
23
4) If you have postpaid connection then kindly provide the following information:-
a) Name of the Operator:-
Airtel Vodafone Idea Tata Aircel0
5
10
15
20
25
30 28
21
12
6
9
24
b) Your Average Monthly Expenses on Mobile:-
Less than 500 500-1000 Above 1000
0
5
10
15
20
25
30
35
40
45
Findings: The respondent’s average monthly is given in the above bar graph.
25
c) Your Call Rates, Local:-
Less than 1 1-2 More than 2
0
5
10
15
20
25
30
35
40
Findings: The respondent’s local call rates are given in the above bar graph.
26
d) Your Call Rate, STD:-
Less than 1 1-2 More than 2
0
5
10
15
20
25
30
35
40
Findings: The respondent’s STD Rates are given in the above bar graph.
27
e) Your Call Rates, ISD:-
Less than 10 10-20 20-30 More than 30
0
10
20
30
40
50
60
Findings: The respondent’s ISD Rates are given in the above bar graph.
28
5) If you have prepaid connection then kindly provide the following information:-
a) NAME OF THE OPERATOR:-
Airtel Vodafone Idea Tata Reliance0
5
10
15
20
25
30 27
14
2830
25
29
b) Your Average Monthly Expenses on Mobile:-
Less than 500 500-1000 Above 1000
0
10
20
30
40
50
60
70
80
90
100
Findings: The respondent’s average monthly is given in the above bar graph.
30
c) Your Call Rates, Local:-
Less than 1 1-2 More than 2
0
10
20
30
40
50
60
70
80
90
Findings: The respondent’s local call rates are given in the above bar graph.
31
d) Your Call Rate, STD:-
Less than 1 1-2 More than 2
0
10
20
30
40
50
60
Findings: The respondent’s STD Rates are given in the above bar graph.
32
e) Your Call Rates, ISD:-
Less than 10 10-20 20-30 More than 30
0
10
20
30
40
50
60
70
80
90
Findings: The respondent’s ISD Rates are given in the above bar graph.
33
6) Have you find any kind of over billing problem with your connection?
Yes73%
No28%
Findings: Only 72% respondents have faced problem with the billing on their postpaid
and prepaid connection..
34
7) How Do You Find Their Executives?
Co-operative60%
So-so28%
Not At All13%
Findings: 59% respondents found the Executive cooperative, 28% found them so-so and
13 % said they were not at all cooperative.
35
8) When You Change Your Cellular Connection?
Less than 1 year8%
1-2 year28%
Every month or 6 month
13%
Don't change
53%
Findings: Prepaid customers do change their connection frequently as and when some
new scheme comes but post paid customers do not change their connection that often.
36
9) How much important do you give to the following points while you choose your
new cellular connection? Please rank them as:-
A) VERY IMPORTANT
B) IMPORTANT
C) LESS IMPORTANT
D) NOT IMPORTANT
HERE, RANK-1=4, RANK-2=3, RANK-3=2, RANK-4=1 KINDLY MAKE () ON
YOUR CHOICE.
RANKS►
▼ BASES
1 2 3 4
A) ON THE BASIS OF ALL RATES
B) ON THE BASIS OF FREE SERVICES
C) ON THE BASIS OF CONNECTIVITY
D) ON THE BASIS OF ADVERTISEMENT
E) ON THE BASIS OF MINIMUM RECHARGE
COUPON AVAILABLE
F) ON THE BASIS OF APPROACHABLE
SERVICE
CENTRE
37
10) Which types of call you make, please specify. Where, minimum=1, average=2,
maximum=3
RANKS►
▼ BASES
1 2 3
A) LOCAL 140
B) STD 45
C) ISD 15
38
RECOMMENDATIONS
Clear Needs Identification: Customer feedback and constant up gradation to understand
the needs of the customer has to be an ongoing activity. This gains further importance in
the light of the fact that the rate of change is quite rapid nowadays an hence the needs of
the customers are reinvented and become obsolete at a very fast pace. During the data
analysis it was observed that although the services provided by companies are quite
technological advanced and the users can benefit a lot from them, yet a majority of the
users are not availing the benefits of it. So it should be left at the discretion of the users
which services he would use.
Personal Touch: Personal touch is being lost and telecom services are becoming mass
services in nature. With the advent of technology, of course personal touch could be
introduced at certain aspects of customer relationship. For example, instead of sending
notifications to the customers through SMS and addressing as “Dear Subscriber”, could
be easily replaced with “ Dear John” or “Dear Paul” etc. also, despite the fact that there
are customer service centers, yet the users (especially Airtel and Reliance subscribers)
find it difficult quite frequently to get through the Customer Service Centres.
Degree of Customization: The users feel that they are paying for services that they are
not using. Now, from a provider’ view it becomes very cost inefficient to have highly
customized services for their subscribers when the subscriber base could be as large as a
million (Airtel’s Delhi subscriber base). But at the same time efforts could be made, so
that there is enough room/option available at the time of subscription. It should be done
in such a way that a bare minimum package should be offered and the customer can
himself add on whatever services he thinks could be useful to him. There is a twin
advantage in this kind of an approach:
The package would be more useful, customized and cost friendly for the subscriber.
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The customer attrition rate would be lesser in this case because the premium would be
placed on a self-chosen bundle of services that may not be matched by competition.
Educating the Customers: Customers per se need to be educated about the various
services, their usage, the charges levied upon them etc. in a proactive way. Which would
mean that the initiative should lie with the providers to constantly educate customers. A
more enlightened customer is inclined to use the services in a beneficial manner and
enhance the fundamental for which services are introduced in the very first place; Value
Addition.
Simplification of tariff plans and consistency: There is little doubt that the tariff plans are
complex, and as such there are constant changes in them. Although this is not entirely
under the purview of the companies, since regulatory authorities determine and revise the
tariff plans from time to time, yet there needs to be some sort of consistency, such that
the user has clear understanding of his financial commitments.
Recommendations for the Users
Need and FIT analysis: the customer needs to be clear on his requirements and the level
of financial commitment that he is willing to make. The FIT analysis would entail the
degree to which the subscriber feels that his needs could match with the services being
offered to him. This proactive approach would benefit the customer both in terms of
choosing the right service provider for him and also save on his time and resources in
case of choosing the best suited provider.
Survey: The user need to look beyond the advertisement and promotional gimmicks of
the companies and should conduct a survey of various service providers and do a
comparative analysis, specific to his own needs to identify the most suited package for
himself.
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Proactive: although it is expected that the companies would be communicating to the
customers in detail regarding their service offering, yet the customers themselves should
be proactively engaged in asking relevant doubts clarified before they commit.
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CONCLUSIONS
The fact that Aircel introduces a new phone into the market every two or three months
which results in the presence of at least one or more models of phones in every stage of
the product life cycle shows that this is the strategy that Aircel adapts in order to remain
the market leader in the Indian mobile phone industry.
In Aircel human resource management, the features are to improve employee's techniques
by regularly training and developing effective teamwork. Moreover, the other finding is
that Aircel financial position is surpassing its competitors in telecommunication. The
report concludes that Aircel has established its leadership in mobile phone market
according to its successful marketing strategies and internal management. Aircel
philosophy is to learn continuously, to satisfy consumers, and to respect individual and
pursue professionalism. The report recommends that Aircel should target consumers in
group markets rather than in individuals.
There are two facets to a service: The user and the Provider. Both of them have a
different perspective towards each other, and rightly so, owing to a difference in the
needs, aspirations, level of commitment and the degree of sacrifice that each makes. The
binding factor, nevertheless, remains the product/ service.
One of the fundamental issues in marketing has been communication: which in itself
is not just a singular, one time activity, but in fact a set of carefully designed package
that is projection of a company’s image, product, values and commitments towards its
customers. While, on the other hand, customers communication is a rather subdued
one and has to be deciphered into understanding of the needs, the need fulfilled and
communicated to the customer that a solution exists for the deficiency of a need.
The study in the project has lead to an understanding of the environment that
encompasses, influences and shapes the telecom sector in India. The study of
consumer groups in the form of data collected through the questionnaires, in turn has
42
lead to many unexpected findings, which, restricted to the scope of the study could be
useful in understanding the dynamics of consumers.
98 percent of the respondents prefer using mobile phone where as 2 percent do not
prefer
Aircel brand of sim are owned by 64 people, Idea by 16 people, Benq by 3 people,
Panasonic by 6 people and other brands by 11 people.
The following are important criterias as suggested by the respondents, Maintenance
80, 15, 5, Durability 64, 24, 12, Style/ Design 72, 26, 2, Price 30, 60, 10, Uniqness
14, 12, 74, Comfort (edges) 92, 08, 0 and FM 94, 4 and 2.
Nokia is the clear leader in this question of preference asked to the respondents
For Communication purposes 65 people buy mobile phone, for Entertainment 25
people buy mobile phone and for Reputation 10 people buy mobile phone.
54 people had one mobile, 37 people had two mobile and 9 people had more than two
mobile phones
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BIBLIOGRAPHY
BOOKS
Kotler Philip, Marketing Management, Prentice Hall of India Pvt. Ltd., Ed. 2007.
Valatie A. Zenithal, Mary Jo Bitner, Service Marketing, TMH, Ed. 2007.
Marketing Mastermind –Journal, May ‘05, Ed. 2007.
Gupta S. P. and Gupta, M. P., Business Statistics, Sultan Chand and Sons, New
Delhi, 1997 , Ed. 2007.
Business research by C.R. kothari, Delhi 1998, Ed. 29
MAGAZINES
Mehra,Puja, “India Today (27th MAY’2006) – PAGE 43
Sinha, Prabhakar, “The Times Of India” (16thMAY’2006) – PAGE 1
“Brunch”(16th july 2006)
INTERNET WEBSITE LINKS
www.Aircel.com
www.wikipedia.org
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APPENDICES
Questionnaire
NAME:-……………………………………………………………………..
AGE:-……………………………….. SEX:-………………………………
OCCUPATION:-……………………………………………………………
ADDRESS:-…………………………………………………………………
1) DO YOU USE MOBILE PHONE?
A) YES
B) NO
2) IF YES THEN WHICH CELLULAR CONNECTION DO YOU HAVE?
A) AIRTEL
B) HUTCH
C) IDEA
D) RELIANCE
E) TATA INDICOM
3) IF YOU ARE USING MOBILE PHONE THEN WHICH TYPE OF CONNECTION
YOU HAVE?
A) POST PAID
B) PREPAID
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4) IF YOU HAVE POSTPAID CONNECTION THEN KINDLY PROVIDE THE
FOLLOWING INFORMATION:-
a) NAME OF THE OPERATOR:-
A) AIRTEL
B) HUTCH
C) IDEA
D) RELIANCE
E) TATA INDICOM
F) ANYOTHER, PLEASE SPECIFY……………………….
b) YOUR AVERAGE MONTHLY EXPENSES ON MOBILE:-
A) LESS THAN 500
B) 500-1000
C) ABOVE 1000
c) YOUR CALL RATES, LOCAL:-
A) LESS THAN-1
B) 1-2
C) MORE THAN-2
d) YOUR CALL RATE, STD:-
A) LESS THAN-1
B) 1-2
C) MORE THAN-2
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e) YOUR CALL RATES, ISD:-
A) LESS THAN-10
B) 10-20
C) 20-30
D) MORE THAN 30
5) IF YOU HAVE PREPAID CONNECTION THEN KINDLY PROVIDE THE
FOLLOWING INFORMATION:-
a) NAME OF THE OPERATOR:-
A) AIRTEL
B) HUTCH
C) IDEA
D) RELIANCE
E) TATA INDICOM
F) ANYOTHER, PLEASE SPECIFY……………………
b) YOUR AVERAGE MONTHLY EXPENSES ON MOBILE:-
A) LESS THAN 500
B) 500-1000
C) ABOVE 1000
c) YOUR CALL RATES, LOCAL:-
A) LESS THAN-1
B) 1-2
C) MORE THAN-2
d) YOUR CALL RATE, STD:-
47
A) LESS THAN-1
B) 1-2
C) MORE THAN-2
e) YOUR CALL RATES, ISD:-
A) LESS THAN-10
B) 10-20
C) 20-30
D) MORE THAN 30
6) HAVE YOU FIND ANY KIND OF OVER BILLING PROBLEM WITH YOUR
CONNCETION?
A) YES
B) NO
7) HOW DO YOU FIND THEIR EXECUTIVES?
A) CO-OPERATIVE
B) SO-SO
C) NOT AT ALL
8) WHEN YOU CHANGE YOUR CELLULAR CONNECTION?
A) LESS THAN ONE YEAR
B) 1-2 YEARS
C) EVERY MONTH OR EVERY 6 MONTH
D) DON’T CHANGE CONNECTION
9) HOW MUCH IMPORTANT DO YOU GIVE TO THE FOLLOWING POINTS
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10) WHILE YOU CHOOSE YOUR NEW CELLULAR CONNECTION? PLEASE
RANK THEM AS:-
E) VERY IMPORTANT
F) IMPORTANT
G) LESS IMPORTANT
H) NOT IMPORTANT
HERE, RANK-1=4, RANK-2=3, RANK-3=2, RANK-4=1
KINDLY MAKE () ON YOUR CHOICE.
RANKS►
▼ BASES
1 2 3 4
A) ON THE BASIS OF ALL RATES
B) ON THE BASIS OF FREE SERVICES
C) ON THE BASIS OF CONNECTIVITY
D) ON THE BASIS OF ADVERTISEMENT
E) ON THE BASIS OF MINIMUM RECHARGE
COUPON AVAILABLE
F) ON THE BASIS OF APPROACHABLE SERVICE
CENTRE
11) WHICH TYPES OF CALL YOU MAKE, PLEASE SPECIFY.
HERE, MINIMUM=1, AVERAGE=2, MAXIMUM=3
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RANKS►
▼ BASES
A) LOCAL
B) STD
C) ISD
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