ON
“COMMUNICATION ANALYSIS OF VODAFONE AND
AIRTEL”
SUBMITTED BY
VIKSIT JAIN
PGDM 2008-10
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VIKSIT JAIN
ACKNOWLEDGEMENT
get training in this esteemed organization. I would like to express deep sense of
gratitude to all those who help me through out the duration of project. In particulars,
I would like to offer my heartiest thanks to Dr. Rana Singh, Head PGP Cell, AIMT
whose valuable efforts gave me this opportunity. I express my sincere thanks towards
Ms. Shiva Sharma, Internal Project Guide, and AIMT for providing me all sort of
repot could not have been completed without the inputs and the words of advice from
Words are inadequate in offering my thanks to Ms. Carishma Gill, Brand Partner,
Rediffusion YR for her valuable support whenever it was needed. My heartfelt thank
to Mr. Gurbir Singh and Mr. Niket Singh, for his expert guidance during testing
stages.
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DECLARATION
I, Viksit Jain here by declare that the project entitled “Communication Analysis of
requirements for the awards of degree of PGDM from the Accurate Institute Of
Management & Technology is an own record carried out by me, under the
Rediffusion YR. The matter embodied in this project has not been submitted so far for
Viksit Jain
Course: PGDM
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PREFACE
The client or the company has some vision in mind when they think of advertising for
a new product or an existing one or for brand promotion. It starts with "what" the
client wants to advertise and "why". The understanding of the "why" gives leads as to
"how" it is supposed to go about the campaign. Being able to reach the precise target
audience is not just a function of the distribution channels or the pricing of the goods
which are allocated to different types of media [print, television, radio, internet etc]
The project intends to find what factors might govern the brand communication,
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TABLE OF CONTENT
1. INTRODUCTION ...1
COMPANY BACKGROUD 2 - 11
2. RESEARCH METHODOLOGY 12 - 13
COMMUNICATION ANALYSIS
OF VODAFONE AND AIRTEL 2007-2009 ...14
5. CONCLUSION 45 - 46
REFRENCES 47
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EXECUTIVE SUMMARY
We are in the era of entertainment through mobile handsets. Downloading a ring tone
watching your favorite movie of tracking cricket score the list of activity that you can
do using your cell phone is endless. To supplement stagnant voice revenues cellular
operator are now turning to VAS (Value Added Services) to boost revenues in both
data and value added voice service. Both Airtel and Vodafone has deep rooted
presence in the Indian telecom sector through there are wide product offerings and
The war for the very huge Indian telecom sector has just heated up. In fact it’s now
moving into the next phase. The battle to enter the market and build a loyal customer
base thus generating revenue through sales is no longer the sole business model. The
two big giants in the Indian telecom industry namely Airtel and Vodafone have
established themselves for a pretty long while. It is now time to consolidate their
position and increase their sales figures. No longer is the battle simply restricted to
providing a telecom service on a cheap and affordable handset. It’s now about
For companies like Idea Cellular, Tata Indicom and Aircel it’s still about generating
revenues by simply getting people to use their respective connections. In other words
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they’re trying to make money by getting people to sign up for their prepaid or
postpaid plans.
But for the big dogs of the telecom space - Airtel, Vodafone and BSNL who already
have an established customer base, it’s about entering areas in the country that have
poor telecom access like the rural areas. They definitely have the funds.
But more importantly while the latter is a gradual process the immediate goal is to
money.
This is the where area both Airtel and Vodafone are relying on. More importantly it’s
probably for the first time in the Indian mobile services market that a company has
Vodafone, ever since it entered the Indian market through its purchase of Hutch in
India has posed a threat to Airtel but it’s taken a while to get off the
ground. Of course it’s helped them that Hutch had a pretty good user base as well.
Now the fight has intensified onto the network services market. Both Airtel and
Vodafone have been trying to get people to use their network for everything from
now available but at a monthly rental fee which is how both companies plan to make
money.
The intensity shown by both companies has been off the charts. Clearly both realize
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In this report I have tried to analyze the present scenario of Indian telecom sector the
real aim of the project is to compare communication strategies by Air Tel and
Vodafone in the past 3 years, i.e., 2007-2009, main goal of this project is to trace
I complement this with the internal study of the companies – history, vision business
areas etc to analyze how well poised the company are to complete or rather just exist
in this market that is proving itself to be the most competitive in post liberalization
Indian economy.
For this project I have used ANALYTICAL RESEARCH. Thus, I have used facts or
material. This is because this type of data is not affected by the location of target
mainly from Internet, journals, newspapers and press release’s. Data thus collected
and Airtel, as now the communication is of more on Value Added Services, both
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