SYNOPSIS ON ANALYSIS OF MARKETING STRATEGIES OF VODAFONE WITH AIRTEL Submitted for the permission of pursuing research project report

(mba-043) Under the guidance of Mr. D.N. Tiwari

Submitted By Pankaj Kumar Roll No. : 1136070030 MBA IV Sem.

Department of Management GITM Lucknow 2012-2013

INTRODUCTION

"TELECOMMUNICATIONS IS THE BACKBONE OF OUR FUTURE ECONOMY. INTERNATIONAL COMPETITIVENESS INCREASINGLY DEPENDS ON THE DEVELOPMENT OF A TELECOMMUNICATIONS INFRASTRUCTURE THAT IS COMPATIBLE WITH INTERNATIONAL STANDARDS. "

The cellular industry all over the world has been witnessing very high growth rates in subscriber base in recent years. For developing countries in particular, cellular services are becoming a very significant proportion of the overall telecom infrastructure. The mechanics of competition within this market involve complex feedback effects between individual service providers and with their operating

environment, and these forces play an important role in governing the growth of this industry.

In a country like India which is not yet telephone-saturated and the ongoing changes in related areas are resulting in a rapidly changing profile of users, providers and their respective needs, continuous revision of the telecom policy is imperative. Given the emerging new technologies and the integrating economies there must be fairness among competitors.

The tele-density in India is about four per hundred people in respect of the fixed telephones and a little less than one in respect of the mobile telephony. The low densities are not because there is no need for a telephone but because of its high cost that many cannot afford that one. The situation here is nothing but holding true of the law of demand. Isnt it? The cost for the companies can come down if the revenue share imposed on them as a condition of license is abolished or drastically reduced. Today every 2

telephone company is bound to pay a share out of its revenue to the exchequer. These cost are, however, not to be scheduled to take a step further in the development of the telecom. In addition when we go through the telephone bill there is a 5 to 8% service charge. This amount also does not go for the telecom development. If these external cost are removed there can be seen a spurt in demand of not less then 40% as expected.

While taking the side of suppliers a lot of new company are coming into the battlefield resulting in reduction of prices and hence a little less burdensome on to the customer. The cost of interconnection with the incumbent is proving to be contributory to the high cost of services provided by the competitors.

The delay in the interconnection disregards the quality of service and high cost will detract from affordability. This is an area in which no consumer body can knowledgeably contribute unless it has the assistant of experts or economists who alone can discover all the relevant fact of all the contesting companies. It indicates the pre-eminent domain of TRAI (Telecom Regulatory Authority of India).

As the driven down of the prices for long distance including international services reduces the amount available for subsidizing the local service, the rental for local services are being increased. Considering that about 90% of the long distance call are made by less than 20% of customers, 80% of customer are having to pay higher rental this depresses the demand for telephones and affordability. The urban business subscribers will be bearing the bond of the subsidies to be given to the rural private consumers.

OBJECTIVES
The study will be conducted with the following objectives :

To study the present marketing strategies of VODAFONE. To study the effectiveness of the marketing strategies of Vodafone in comparison to Air Tel. To know something about the Brand of Vodafone i.e., image, awareness, loyalty, personality etc. To propose the suggestions fully based on the findings of this Project, which may help to acquire more market share.

The study will also be focused on the weaknesses and the loopholes of the company. The suggestions advocated through this study will try to work out these weaknesses and the loopholes and will further help the company or the organization to reach the target accordingly.

SCOPE

It will help in understanding the whole marketing strategy about Indian Rural Market. It will helpful in understanding rural consumer. It will helpful in segmenting the rural area. Helpful in understanding the rural marketing problem. It will also help in understanding why Indian rural market is Booming. It will help in making rural marketing strategy.

RESEARCH METHODOLOGY

DEFINITION OF RESEARCH
1. A systematic search for knowledge 2. Movement from known to unknown. 3. Research in common refers to search for knowledge. One can also define research as a Scientific and systematic research for pertinent information on specific topics.

Research Methodology is a way to systematically solve the research is done scientifically. In it we study the various steps that are generally adopted by a research in studying his research for the researcher to know not only the research methods/techniques but also the methodology.

The research involves the following steps: -

1-DEFINE THE PROBLEM AND RESEARCH OBJECTIVE: If the problem is clearly defined it is half solved. The problem objective here to assess the scope of rural marketing.

2-REVIEW THE LITERATURE:After determining the research objective we go for the review of literature or previous research to achieve our objective.

3-COLLECT THE INFORMATION: The information is collected from secondary sources Internet, books, magazines, newspapers and journals.

3-ANALYZE
collected data

AND INTERPRETE THE INFORMATION:

The next step in the marketing research process is to exact findings from the

4-PRESENT THE FINDINGS AND CONCLUSIONS: As the last step the findings and conclusions of whole research are presented.

RESEARCH DESIGN: A research design is the specification of methods and procedures for acquiring the information needed. It is the overall operational patter or framework of the project that stipulates what information is to be collected from which sources by what procedures. Research design can be grouped into three categories:1) Exploratory Research 2) Descriptive Research 3) Casual Research

1. EXPLORATORY RESEARCH: - An exploratory research focuses on the discovery of ideas and is generally based on secondary data. It is preliminary investigation which does not have a rigid design. 2. DESCRIPTIVE RESEARCH: - A descriptive research is undertaken when the researcher wants to know the characteristics of certain groups such as, sex, educational level, income, occupation etc.

3. CAUSAL RESEARCH: - A casual research is undertaken when the researcher is interested in knowing the cause and effect relationship between two or more variables.

TENTATIVE PLAN OF CHAPTERS Introduction: About the Organization Objectives Research Methodology Data analysis and interpretation Findings

Suggestion Conclusion Bibliography

BIBLIOGRAPHY
Managing Brand Equity: Capitalizing on the value of a brand name David A Aaker (The Free Press 1991) Building Strong Brands David A. Aaker (The Free Press 1996) Strategic Brand Management Jean Noel Kapferer (Kogan Page South Asian Edition 2000) The Economic Times Businessworld Business Today Company brochures of Air Tel Company brochures of Essar Cellphone The Internet (World Wide Web)www.coai.com