A

PROJECT REPORT

COMPARATIVE ANALYSIS OF
MARKETING STRATEGIES OF
AIRTEL& VODAFONE

SUBMITTED TO PARTIAL FULFILMENT OF THE REQUIREMENT FOR AWARD

THE DEGREE OF MASTER OF BUSINESS ADMINISTRATION
Submitted to :
Mr. Shaad Habib

Submitted By
NASEEM AKHTAR

DIRECTORATE OF DISTANCE EDUCATION

JAMIA HAMDARD UNIVERSITY, NEW DELHI

OBJECTIVE OF THE STUDY

Every organization has to achieve its organization goals. For this it is
very essential for an organization to know about the view of consumers
and their competitive products. This survey research may be also aimed
as to estimate potential buyer for the product. The objective of the
study is as under:1. To identify the difference between market performance of Airtel
industry and
Vodafone.
2. To study the market of Airtel Industry and Vodafone on big scale
telecommunication sector.
3. To compare various parameters of marketing strategies,
manufacturing process,
technology adopted, services, advertising
and future prospect for the two
companies.
4. To study customer buying behavior and factors which influence the
purchase decision process.
5. To know how the company hasbeen successful in encountering the
aggressive marketing strategies of competitors.

HISTORY OF INDIAN
TELECOMMUNICATIONS
Started in 1851 when the first operational land lines were laid by the
government near Calcutta (seat of British power). Telephone services
were
introduced in India in 1881.

In 1883 telephone services were merged with the postal system.

Indian Radio
Telegraph Company (IRT) was formed in 1923. After
independence in 1947, all the foreign telecommunication companies
were nationalized to form the Posts,
Telephone and Telegraph (PTT), a
monopoly run by the government's Ministry of Communications.

Telecom sector was considered as a strategic service and the

government
considered it best to bring under state's control.
The first wind of reforms in telecommunications sector began to flow
in 1980s
when the private sector was allowed in telecommunications
equipment manufacturing.

In 1985, Department of Telecommunications (DOT) was established.

BhartiAirtel Ltd. is a provider of telecommunication services. It operates

in three primary business segments: Mobile Services, Telemedia
Services and Enterprise Services. It offers an integrated suite of telecom
solutions to its enterprise customers, in addition to providing long
distance connectivity both nationally and internationally.
It also offers Digital TV and Internet protocol television Services. All
these services are rendered under the airtel brand. The Company has its
presence in 19 countries, including India, and South Asia and Africa.
During the fiscal year ended Mar 31, 2011 (fiscal 2011), it launched 3G
Services, airtel money, airtel call manager, airtel voice blog, airtel world
SIM, Live Aarti and LearnNext.
On Feb 25, 2010, it acquired a 70% interest in Airtel Bangladesh Ltd. On
Jun 8, 2010, the Company acquired a 100% interest in Zain Africa B.V.

COMPANY PROFILE OF VODAFONE

Vodafone has come with creative advertising campaign for its

various plans.

This strategy has captured the imagination of millions.

The strategy is a buzz that lives up to the brand image of great

creative and
clever marketing.

In the first 10 days of IPL (Indian premier league) it has reached a

cumulative of 89 million people.

This is a wonderful strategy adopted by Vodafone.

This has helped the company to raise not only its profits through
sales but has also tremendously increased its brand value.

Zoo zoos have become so popular that Vodafone has succeeded in

its effort of viral or buzz marketing. Their add campaign has gained so
much popularity all
over the world.

COMPARISON OF MARKETING
STRATEGIESBETWEENAIRTEL AND
VODAFONE
Purpose of comparison
The sub main purpose of this report is to compare the marketing
Strategies adopted by Bharti Airtel and its rival Vodafone
The comparison shows how both of the companies have been
challenging each other togain market shares.

Why comparison with Vodafone

Bharti Airtel is the leader in telecommunication sector.
Bharti Airtel holds the lion share of market of communication sector.
However, Vodafone has been giving tough competition to BhartiAirtel.
Vodafone is the second largest player and shareholder in Communication
sector.
Since its launch Vodafone has been adopting aggressive marketing
strategies.
The comparison shows how Hutchison Essar Telecom. Captured 22%
market share in one month of its first launch of postpaid subscription in
2014.AD.

RESEARCH METHODLOGY
Achieving accuracy in any research requires a deep study regarding the
subject. The prime objective of the project is to compare Airtel with the
existing competitor (Vodafone) in the market.
The research methodology adopted is basically based on primary data
via which the most recentand accurate piece of firsthand information
could be collected. Secondary data has been used tosupport primary
data wherever needed.
DATA COLLECTION METHODS
There two type of method of datacollection method
primary data
secondary data
Primary data was collected using the

Questionnaire method
The main tool used was, the questionnaire method.
Data used for the research work was primary in nature.
Primary data
Primary data is that which is the collected for the first timeand thus
happen to be originated in character.

Questionnaire survey:
In the studies a questionnaire is prepared. The questionnaireconsists of
8 questions.
Secondary data:
Secondary data refer to the data that has been alreadycollected.
The secondary data, which has been used to carry out this study, as
follow:
books, journals, magazines, newspapers

companys internet site

some other relevant study material and websites
Sources of secondary data
Internet
Magazines
Newspapers
Journals
Bharti Circulars Store
Bharti News Letters
Vodafone Store
Vodafone Ministore

METHOD OF COLLECTION
Field procedure for gathering primary data includedthe
questionnaires were filed by theinterviewer.
Research instrument:
Questionnaire
The questionnaire was formulated by keep in mind the
following points: giving the respondents. Clear comprehension of the question.
inducing the respondents to co-operate.
giving instructions as to what is needed.
identifying the needs to be known.

SCOPE OF THE STUDY

To

conduct this research the target population was the

mobile users
Targeted geographic area of NCR. Sample size of 30
persons was taken.
To these 30 people a questionnaire was given, the
questionnaire was a combination of both open ended and
closed ended questions.
The date during which questionnaires were filled.
Finally the collected data and information was analyzed
and compiled to arrive at the conclusion and
recommendations given.

SUGGESTIONS
Following are the few suggestions to AIRTEL for improving the
market share and image of theproducts concerned.
1. PRODUCT
*Modification must be brought about in AIRTEL, in terms of
quality. Its demand should be increased.
2. PLACE
.The brands must be made available easily in, PCO & general
stores.
3. PROMOTION
*Company must undertake extensive promotional activities like
advertisements must be released in different Medias to create
brand awareness
*

Free samples should be distributed among the prospects. Sales

promotion tools like gifts, contests and coupons must be given
to retailers as well as customers and prospects.
*Catalogues should be distributed among customers.
4. PRICE
Price should be as competitive as other company maintains.
* Distribution of new connection should be in reach of
customer pocket.

LIMITATIONS
No project is without limitations and it becomes essential to
figure out the various constraints that we underwent during the
study. The following points in this direction would add to our total
deliberations:1. During the study, on many occasions the respondent groups
gave us a cold shoulder.
2. The respondents from whom primary data was gathered any
times displayed complete ignorance about the complete
branded range, which was being studied.
3. Lack of time is the basic limitation in the project.
4. Some customers refuse to cooperate with the queries.
5. Some customer gave biased or incomplete information
regarding the study.
6. Lack of proper information and experience due to short
period of time.
7. Some customer did not have time to answer the question

CONCLUSION

After analyzing the findings of the research, I can conclude that

Airtel lagged behind its services as far as customer service and
availability is concerned.
The maximum no. of people who use the mobile prefers
Vodafone. Cash cards are the most popular type of mobile
connections, as they are consumer friendly and recharging the
connection is not a problem.
Maximum no. of people spends RS 500 on their connections. As
Airtel is the only company having the maximum no of mobile
connections so it must seriously look into the loop holes of the
existing customer service department.
As we know that now Airtel has already launched its product
with logo and airtel 3G has also became popular in market.
So we can say that in spite of so many competitors in the
market Airtel is having a good position just because every time,

From the comparison and deep analysis of every aspect of

business of both the companies we can conclude that
bharti Airtel has to more work in every field of
communication business.
It is the time not only to survive but to sustain in the
market for a long time.
For this Airtel has to work on its all marketing strategies,
marketing, promotion, brand image etc.
Airtel has to take Vodafone. Very seriously and update its
own strategies from time to time and when the need
arises.
With aggressive marketing strategies Airtel has to target
rural India as 70% of population of India lives in these
areas. The other segment may be costumers of all age
groups.

RECOMMENDATIONS
I have made following recommendation to the company are
as follows:

The company should modify its credit policy as they only

target the cash paying customers who are not easy to
trace..
The company should make its marketing strategy flexible
enough in order to face competition.
The company should keep an eye on the proper delivery of
the goods to exporter on time,as it has been recommended
by exporters to make the delivery on time.
The company rate policy must be flexible enough to catch
new customers because ifcompany offers lower price to a
new customer then he may continue buy the goods and

The company should offers such rate in the market so

that it may able to catch a biggermarket share and it
should be able to compete with the local traders and
commission agentswhile having a brand name.
The company should take the opinion of exporters from
time to time to know what problems theyare facing from
the companys side.
And if any change they require in present supplying
condition?

BIBLIOGRAPHY
In this project report, while finalizing and for analyzing quality
problem in details the following Books, Magazines/Journals and
Web Sites have been referred. All the material detailed
belowprovides effective help and a guiding layout while
designing this text report.

Books:
Marketing management Philip Kotler& Kevin kelleredi. 13
Market Research & consumer behaviour s sumathi
Research Methodology C.R. Kothari

Websites:
www.Airtelworld.com
www.google.com
www.india.com
www.Vodafone.in

QUESTIONNAIRE
Q1. Which mobile Company services you are using now a days?
Q2. Are you satisfied with your service provider?
Q3.Are you using other Services instead of this?
Q4. Do you collect any information search before making
purchase?
Q5. What are the features you look for in a product before
making purchase decision?
Q6.Are you aware of various promotional activities being run by
Companies?
Q7. From where do you know of promotional activities?
Q8. If you have to purchase a new connection in near future,
which brand will you go
Name: _________________________________________________________