Market Research for Comparative Analysis of Airtel with other telecom operators

Under the Guidance: Compiled by: Nidhi Malhotra
Mr. Jagnoor Singh Roll No. 15103
Marketing Head, Airtel Chandigarh nidhi.malhotra@uiams-pu.com
9815049108
jagnoor.singh@in.airtel.com

Company Profile:
Bharti Airtel
Bharti Airtel Limited was incorporated on July 7, 1995 forpromoting investments in telecommu nications services. Its subsidiaries operate telecom services across India. Bharti Airtel is India's leading private sector provider of telecommunications services based on a strong customer base consisting of 50million total customers, which constitute, 44.6 million mobile and 5.4 million fixed line customers, as of March 31, 2007 . Airtel comes to us from Bharti Airtel Limited - a part of the biggest private integrated telecom conglomerate, BhartiEnterprises. Bharti provides a range of telecom services, which include Cellular, Basic, Internet and recently introduced National Long Distance. Bharti also manufactures and exports telephone terminal and cordless phones. Apart from being the largest manufacturer of telephone instruments in India, it is also the first company to export its products to the USA. Bharti has also put its footsteps into Insurance and Retail segment in collaboration with Multi National giants. Bharti is the leading cellular service provider, with a footprint in 23 states covering all four metros and more than 50 million satisfied customers.

Our Vision & promise | | | By 2015 airtel will be the most loved brand, enriching the lives of millions." Enriching lives means putting the customer at the heart of everything we do. We will meet their needs based on our deep understanding of their ambitions, wherever they are. By having this focus we will enrich our own lives and those of our other key stakeholders. Only then will we be thought of as exciting, innovation, on their side and a truly world class company." Brief History Bharti Airtel was established as Bharti Tele-Ventures Limited in 1985. Thistelecommunication company is a joint stock holding enterprise headquartered inNew Delhi. Bharti Airtel, commonly called 'Airtel' is among largest mobile serviceoperator with a subscriber base of nearly 75 million. Airtel has a submarine cable landing station in Chennai connecting this South Indian city to Singapore.Products and services Services offered by Bharti Airtel can be classified into:Mobile services– Based on number of customers Bharti Airtel is largest mobile service operator in India. This company offers mobile services based on GSM technology. For convenience of its customers Bharti Airtel has both pre- paid and post paid facilities.Enterprise business– Bharti Airtel provides integrated services comprising mobile, telephone, broadband, data and connectivity services internationally as well as nationally for small, medium and large scale enterprises. Its carrier service provides network connectivity through optic fiber over a distance of more than35,000 km. Bharti Airtel is a member of South East Asia – Middle East – Western Europe – 4 consortium which includes 15 global telecommunication service providers.Airtel Telemedia Services– This company offers high speed broadband services through landlines in 94 citiesNeed of the study:The project “ market research to carry out comparative analysis of Airtel with other telecom operators” will help the organization to know about consumer views and their competitive products. It will also throw light on the competitive strategies that the company follows to tackle the tough competition. The comparison will show how all telecom companies challenge each other to gain market share. |
Objectives:

* To identify the difference between market performance of Airtel and other telecom operators * To understand the various marketing strategies which Airtel has adopted to survive in competitive telecom sector * To study the pre-paid plans offered by all leading telecom providers * To make a comparative study of major players in Indian service provider * To study customer buying behavior which influence their purchase decision process

Research Methodology * The study will be conducted will conducted at 3 levels:

* ARC(Airtel Relationship Centers) and office of other telecom operators * Retailers * Customers

* Instruments of data collection that would be used are personal interviews and questionnaires. * Open ended questions would be asked to customers and retailers which help in accomplishing the project’s objective. * Observational research shall be carried out to collect the data. * Data Analysis tools such as graphs, tables, percentages etc will help in compilation of the data so as to come with effective marketing strategies related to pre-paid

Brief about the Project: * The information collected from the retailers, relationship centeres and customers will help in analyzing the level of satisfaction of customers towards pre-paid connections * It will give an insight on what strategies or methods are to be adopted so that customers are motivated to take up Airtel pre-paid connections * SWOT analysis of Airtel would be done * A comparative analysis of Airtel with other telecom providers so that Airtel is able to maintain its competitive edge by providing schemes such as call charges. * At the end of the survey, the findings will give an overview of the methods are best suited for Airtel to increase and retain its pre-paid customer base

Bibliography: * https://www.google.co.in/ * http://www.airtel.com/ * http://www.airtel.in/ * http://www.trai.gov.in/