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A PROJECT ON MARKETING STRATEGIES OF AIRCEL Project Report Submitted to Guru Gobind Indraprastha University in Partial Fulfillment of the Requirements

for the Award Of BACHELOR OF BUSINESS ADMINISTRATION (2011-2014)

Submitted By: IRSHAD ALI KAUR

Under the Guidance Of: MS.TALVINDER

{Faculty Guide}

New Delhi Institute of Management Tughlakabad Institutional Area New Delhi-110062


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ACKNOWLEDGEMENT

A work is never of an individual. It is more a combination of ideas, suggestions, reviews, contribution and work involving many folks. I take the opportunity to express my gratitude to all the concerned people who have directly or indirectly contributed towards completion of this project.

I am extremely grateful to my faculty guide Ms. Talvinder Kaur whose insight encouraged me to go beyond the scope of the project and this broadened my learning on this project.

Irshad Ali

CERTIFICATE

This is to certify that the project titled To Study Marketing Strategies of Aircel, submitted by Irshad Ali to New Delhi Institute of Management, GGSIPU in partial fulfillment of requirement for the award of the BBA Degree is an original piece of work carried out under my guidance and may be submitted for evaluation.

The assistance rendered during the study has been duly acknowledged.

No part of this work has been submitted for any other degree.

Place: New Delhi Dated:

Faculty Guide Ms. Talvinder Kaur

TABLE OF CONTENTS

S.No.

CONTENTS

PAGE NO.

Chapter 1 1.1 1.2 1.3 1.4

Introduction Brief overview of the study Objectives of the Study Scope and significance of the Study Limitations of the study

02 03 10 11 12

Chapter 2 2.1 2.2 2.3 2.4

Research Methodology Universe of the study Sample Size and sampling technique Data Collection Presentation Tools Used

13 14 14 15 15

Chapter 3

Industry Overview

16

Chapter 4 4.1 4.2 4.3

Company Profile History Vision, Mission and Objectives of Company Product & Services Offered

24 25 26 27

Chapter 5 5.1 Chapter 6 6.1 6.2

Finding and Analysis Findings Based on Questionnaire Conclusion and Recommendation C Conclusion Suggestions Annexure Bibliography Sample Questionnaire

34 35 43 44 46
50 51 52

Table no.

Table name

Page no.

5.1

Number of Connections

34

5.2

Primary service provider

35

5.3

Reasons for choosing Aircel Perception regarding advertiesement of aircel Troubles faced by customers

36

5.4

37

5.5

38

5.6

Perception about value added services Response of customer care executive Want to switch service provider

39

5.7

40

5.8

41

Figure no
5.1

Figure name

Page no
34

Number of Connections

5.2

Primary service provider

35

5.3

Reasons for choosing Aircel

36

5.4

Perception regarding advertiesement of aircel Troubles faced by customers

37

5.5

38

5.6

Perception about value added services Response of customer care executive want to switch service provider

39

5.7

40

5.8

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INTRODUCTION OF STUDY i) ii) BRIEF OVERVIEW OBJECTIVES OF THE STUDY iii) SCOPE AND SIGNIFICANCE iv) LIMITATIONS OF THE STUDY

1.1 BRIEF OVERVIEW OF THE STUDY

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, Vodafone, 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.

INDIAN CELLULAR MARKET The Bharti Group, which operates in 23 circles, continues to be the country's largest cellular operator, with 50 lakh subscribers. BSNL, which operates in 22 circles, has a subscriber base of 37 lakh subscribers. Thus BSNL stands second largest cellular operator in terms of subscriber base at the end of the fiscal ending March 31, 2011, displacing Vodafone from the second position. Vodafone, which operates in only eighteen circles, is the third largest operator with a subscriber base of 32 lakh. Unlike fellow public sector undertaking, MTNL, which operates in Mumbai and Delhi, BSNL has been a very aggressive player in the market. "Cellular operators who expected BSNL to go the MTNL way, were taken by surprise and did not take effective steps to counter it, till it was too late in the day," said a telecom analyst. TELECOMMUNICATION MARKET IN INDIA Technological changes in the telecom and computers have radically changed the business scenario. In turn, the new demands of business have spurred many telecom based technological innovations. In order to exploit these innovations for competing in global markets, business community the world over has been putting pressure on governments to revise the policy, regulation and structure of the telecom sector. Several countries across the world have responded by restructuring the state controlled telecom service provider, increasing private participation, and deregulating service provision. The emergent organizations have attempted to be more responsive to the business needs and have evolved mechanisms to remain competitive even under tremendous pressures. Over the past several years, developing countries have also recognized the important role a responsive, business oriented and technologically advanced telecom sector plays in the growth of the economy. Many developing countries now accept the limitations of a monolith state monopoly in responding to the twin challenges of spurring internal growth and competing in an increasingly global economy. Past experience of reform across many countries suggests that the fundamental underlying issue that must be addressed in telecom reform is introduction of competition for efficiency. Competition is considered to be an important factor than ownership in introducing efficiency.
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India's 21.59 million-line telephone network is one of the largest in the world and the 3rd largest among emerging economies (after China and Republic of Korea). Given the low telephone penetration rate India offers vast scope for growth. It is therefore not surprising that India has one of the fastest growing telecommunication systems in the world with system size (total connections) growing at an average of more than 20 percent over the last 4 years. The industry is considered as having the highest potential for investment in India. The growth in demand for telecom services in India is not limited to basic telephone services. India has witnessed rapid growth in cellular, radio paging, value-added services, internet and global mobile communication by satellite (GMPCS) services. This is expected to soar in the next few years. Recognizing that the telecom sector is one of the prime movers of the economy, the Government's regulatory and policy initiatives have also been directed towards establishing a world class telecommunications infrastructure in India. The telecom sector in India therefore offers an Aircell environment for investment. The telecommunications initiative in the country is lead by Ministry of Communications through the Department of Telecommunication & Department Telecom Services and its undertakings for provision of basic telephone services, national and international long distance communications, manufacture of complete range of telecom equipment, research and development, and consultancy services. The Telecom Commission performs the Executive and Policy making functions. The Telecom Regulatory Authority of India performs the functions of an independent regulatory body. Indian Telecom Sector to Be Most Vibrant In 2010 In 2010 we believe that Indian Telecom industry expects to continue with its fast pace of subscriber additions, at least 11 million per month, launch of 3G and WiMAX spectrum, while tariff would continue to slide during the year. The industry having crossed the 500 million subscriber mark earlier in September 2009 itself, the next milestone would be 750 million. (Global research and analysis firm Gartner, in a recent study, estimates Indian mobile users to touch 771 million by 2013).
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However, this would be a long way off, even though subscriber addition is expected to continue at fast pace in 2010 as companies expand networks to rural areas and new firms commence operations. 3G One of the main catalysts for growth would be the launch of 3G and WiMAX spectrum, expected to take place by mid-January. 3G, or third generation telecom services, would result in addition or more subscribers as they would bring in a host of data-enabled services to the industry, and growth would come in from both voice and data. WiMAX Additionally, Department of Telecommunications (DoT) had announced the simultaneous auction of WiMax spectrum that would result in adding of additional data-enabled customers on telecom networks. A host of telecom operators are expected to join the bandwagon for WiMax spectrum. Tariffs Cheap call tariffs and mobile handsets were other factors that drove demand in 2009, and telecom companies are expected to continue price was both in call rates and instruments in 2010. This, according to industry analysts, will result in telecom sectors exponential growth. The industry also expects launching of innovative and customer friendly schemes like the one second billing in 2010. These schemes would continue to help in improving tele-density and penetration of telecom services in rural and semi-urban areas in the country.

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Infrastructure operators The year 2010 would be that of the infrastructure players. Apart from an expected consolidation in the sector, the infrastructure majors will increase the pace of tower rollout across all the 22 circles in the country. Bandwidth An expected increase in bandwidth landing in the country, with telecom companies are laying more submarine cables, would also benefit the industry. This would be beneficial to bandwidth-intensive sectors like BPO, IT and banking. The industry expects telecom companies to launch terrestrial cables with 50 GB capacities each, to be hiked depending on demand. This coupled with a planned increase by operators this year and next year, would also result in an increase in capacity landing at Indian shores. Group Overview Founded in 1976, by Sunil Bharti Mittal, Bharti has grown from being a manufacturer of bicycle parts to one of the largest and most respected business groups in India. With its entrepreneurial spirit and passion to undertake business projects that are transformational in nature, Bharti has created world-class businesses in telecom, financial services, retail, and foods. Bharti started its telecom services business by launching mobile services in Delhi (India) in 1995. Since then there has been no looking back and Bharti Aircel, the group's' flagship company, has emerged as one of the top telecom companies in the world and is amongst the top five wireless operators in the world. Through its global telecom operations Bharti group has presence in 21 countries across Asia, Africa and Europe - India, Sri Lanka, Bangladesh, Jersey, Guernsey, Seychelles, Burkina Faso, Chad, Congo Brazzaville, Democratic Republic of Congo, Gabon, Ghana, Kenya, Madagascar, Malawi, Niger, Nigeria, Sierra Leone, Tanzania, Uganda, and Zambia. Over the past few years, the group has diversified into emerging business areas in the fast expanding Indian economy. With a vision to build India's finest conglomerate by
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2020 the group has forayed into the retail sector by opening retail stores in multiple formats - small and medium - as well establishing large scale cash & carry stores to serve institutional customers and other retailers. The group offers a complete portfolio of financial services - life insurance, general insurance and asset management - to customers across India. Bharti also serves customers through its fresh and processed foods business. The group has growing interests in other areas such as telecom software, real estate, training and capacity building, and distribution of telecom/IT products. What sets Bharti apart from the rest is its ability to forge strong partnerships. Over the years some of biggest names in international business have partnered Bharti. Currently, Singtel, IBM, Ericsson, Nokia Siemens and Alcatel-Lucent are key partners in telecom. Walmart is Bharti's partner for its cash & carry venture. Axa Group is the partner for the financial services business and Del Monte Pacific for the processed foods division. Bharti strongly believes in giving back to the society and through its philanthropic arm the Bharti Foundation it is reaching out to over 30,000 underprivileged children and youth in India.

Mobile Strategy

Capture maximum telecommunications revenue potential with minimum geographical coverage to maximise its revenues and margins.

Build high quality mobile networks by deploying state-of-the-art technology to offer superior services.

Use the experience it has gained from operating its existing mobile networks to develop and operate other mobile networks in India and to share the expertise across all of its existing and new circles.

Attract and retain high revenue generating customers by providing competitive tariffs, offering high quality customer support, proactive retention programs and roaming packages across all of its mobile circles.

Provide affordable tariff plans to suit each segment of the market with a view to expand the reach, thereby increasing the mobile customer base rapidly.

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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, Vodafone, 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. The Government has played a key enabling role by deregulating and liberalizing the industry, ushering in competition and paving the way for growth. While there were regulatory irregularities earlier, resulting in litigation, these have all been addressed now. Customs duties on hardware and mobile handsets have been reduced from 14 percent to 5 percent. The Indian government has merged the IT and Telecom Ministries to speed up reforms and decision on the Communication Convergence Bill to enable the common regulation of the Internet, broadcasting and telecoms will be taken after the new Government assumes responsibilities in may this year. An independent regulatory body (TRAI) and dispute settlement body (TDSAT) is fully functional.

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1.2 Objectives of the Study:


Following are the main objective to study about the customer satisfaction on Aircel. To study customer satisfaction level of Aircel. To study various Marketing activities provided by Aircel. To study the various services provided by Aircel.

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Scope and significance of the study

To conduct this research the target population was the mobile users, who arousing GSM technology.

Targeted geographic area of New Delhi Sample size of 100 respondents was taken.

To these 100 respondents a questionnaire was given, the questionnaire was a combination of both open ended and closed ended questions.

Finally the collected data and information was analyzed and compiled to arrive at he conclusion and recommendations given.

During the stud y, on man y occasions the respondent g r o u p s g a v e u s a c o l d shoulder.

Some retailers/whole sellers refuse to cooperate with the queries.

Money played a vital factor in the whole project duration

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Limitations of the study:

The study was restricted to only those clients who were related to Aircel telecommunications.

The study was confined within specific regions of New Delhi only.

The sample size was limited so the results obtained from the study may not be generalized for the whole population.

The time period of the study was not sufficient to measure the consumers response effectively and reach to a more valid conclusion.

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RESEARCH METHODOLOGY

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2.1 RESEARCH METHODOLOGY

Achieving accuracy in any research requires in depth study regarding the subject. As the prime objective of the project is to find out market strategy of Aircel with the existing competitors in the market. The research methodology adopted is basically based on primary data via which the most recent and accurate piece of first hand information could be collected. Secondary data has been used to support primary data wherever needed. RESEARCH DESIGN A research design is a framework or blueprint or the structure for conducting the marketing research project. It details the producers necessary for obtaining the

information needed to structure or solve marketing research problem. The research design used in this research is Exploratory Research Design.

MEANING OF EXPLORATORY RESEARCH DESIGN This is the type of research conducted for a problem that has not been clearly defined. This research helps determine the best research design, data collection method and selection of subject. It should draw definitive conclusions only with extreme caution. Given its fundamental nature, exploratory research often includes that a perceived problem does not actually exists.

2.2 Sample size and sampling technique I have selected 100 respondents only. The sampling technique which I have selected is convenience sampling.

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2.3 Data collection (Primary and secondary) Primary Data The primary data are those data which are collected fresh and for first time and thus happens to be originally character with the help of questionnaire. Primary data was collected by the researcher. Primary data was collected by using following technique: Questionnaire Method The main tool used was, the questionnaire method. Lastly method has been continuous with observation

the questionnaire method, as one

continuously observes the surrounding environment he works in.

Secondary Data
Secondary data is basically primary data collected by someone else. Researchers reused and repurpose information as secondary data because it is easier and less expensive to collect. However, it is seldom as useful and accurate as primary data. Secondary data was collected by using the following techniques: Internet Books Magazines

Presentation Tools used


These tools help to make project interactive and easily understandable by any individual who want to seek information about any particular subject. The main presentation tools are as follows: Graphs Pie chats Charts Tables
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Industry overview

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Aircel group is an Indian mobile network operator headquartered in Chennai, that provides wireless voice, messaging and data services in India. It is a joint venture between Maxis Communications Berhad of Malaysia and Sindya Securities & Investments Private Limited, whose current shareholders are the Reddy family of Apollo Hospitals Group of India, with Maxis Communications holding a majority stake of 74%.Aircel commenced operations in 1999 and today the leading mobile operator in Tamil Nadu, Assam, North- East and Chennai. It is Indias fifth largest GSM mobile service provider & seventh largest mobile service provider (both GSM and CDMA)[4] with a subscriber base of over 64.4 million, as of July, 2012. It has a market share of 7.13% among the GSM operators in the country. Additionally, Aircel has also obtained permission from Department of

Telecommunications (DoT) to provide International Long Distance(ILD) and National Long Distance (NLD) telephony services. It also has the largest service in Tamil Nadu.

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COMPANY PROFILE I. History II. Mission, Vision & Objectives III. Product and services Offered

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4.1 History

The Aircel Group is a joint venture between Maxis Communications Berhad of Malaysia and Apollo Hospital Enterprise Ltd of India, 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 .During this period, the company gained a foothold in 9 circles.

The Company has currently gained a momentum in the space of telecom in India post the allocation of additional spectrum by the Department of Telecom, Govt. Of India for 13 new circles across India. These include Delhi (Metro), Mumbai (Metro), Andhra Pradesh, Gujarat, Haryana, Karnataka, Kerala, Madhya Pradesh, Maharashtra & Goa,

Rajasthan, Punjab, UP (West) and

UP (East).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 Business worlds List of Best Mid-Size Companies in 2011.

Additionally, Tele.net recognized Aircel as the best regional operator in 2008.With over 15 million customers in the country, Aircel, the fastest growing telecom company in India, has revved up plans to become a full-fledged national operator

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4.2 Mission: Aircel is primarily a user of technology rather than a developer of it, and this fact is reflected in the emphasis of our work program on enabling new applications of mobile communications, using new technology for new services, research for improving operational efficiency and quality of our networks, and providing technology vision and leadership that can contribute directly to business decisions.

Vision:
Our Vision is to be the worlds mobile communication leader enriching customers lives, helping individuals, businesses and Communities be more connected in a mobile world. 4.3 Product & Services Offered Services: Staying connected becomes a lot easier with Aircel. We have a wide range of services you can access right from your Aircel phone. From cell banking to flight updates to call management services, get all that you want, instantly. Prepaid services (latest): Aircel , one of Indias leading cellular service providers announced a new Bonus Card 25 for its prepaid customers in Punjab. With this new bonus card, Aircel customers can enjoy the benefit of unlimited national SMS at just 20paisa/SMS. The new bonus card comes with 30 days validity. Postpaid services (latest):

- Aircel , one of Indias leading cellular services providers has launched three
new monthly rental plans - Budget 500, Budget 750 and Budget 1000 - for its postpaid customers in Kolkata and West Bengal. These Budget plans offer combinations of free minutes over local and STD calls along with free local SMS. This offer is valid for new and existing customers.

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Dial 600 to activate: To activate these values added services on your Aircel phone simply dial 600 and access our Interactive Voice Response system. SMS: Message your family and friends through Aircel SMS Services. It's convenient and affordable. Communicate with cell phone users in over 100 countries and anywhere in India - by sending and receiving text msg. Pay just Rs. 1.50 per message for sending SMS anywhere across the country. Aircel Online: Get all the useful information you need directly on your Aircel phone - with Aircel Online. Including cricket, finance, entertainment, weather, astrology and more. If you do not see the Aircel Online menu on your phone, send HELP to 123. We will send you the list of keywords.

You will be charged Rs. 2 per outgoing message. Incoming messages are free. MTNL Directory: With this facility you can get to know the address and telephone no. of MTNL users.you will be charged Rs.2 per outgoing message. STD / ISD Codes: You don't need to look up your diary or a phone directory to find out STD and ISD codes. You can find it directly through your Aircel phone. Ringtones & Logos: Now you can change the ringtone on your Aircel phone according to your moods. You can download logos as well. With the Aircel and Yahoo! tieup you have hundreds of tunes and logos to choose from.
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For every ringtone downloaded, you will charged Rs. 7.00 (including the cost of SMS sent). For every logo/picture message downloaded, you will charged Rs. 3.00 (including the cost of SMS sent). Dial-in Services Aircel brings you more conveniences at your fingertips. Use our Dial-in-Services to check cricket scores, horoscope, up-to-the minute news and other relevant information on services that touch your everyday life. All Dial-in-Services carry a flat charge of Rs 6 per minute (1 min pulse). Here's a shortlist of services you can access

Service NDTV Online Info Line Dial-n-Deliver Cricket Online Tarot Line Cell Rashi Dial-a-Pizza Dial-a-Cab Voice Response Service

Number 123 301 306 123 314 315 303 335 123

There are occasions when you may not want to take a call, or your Aircel phone maybe busy or simply unreachable. By paying a nominal monthly access fee, you can now retrieve your messages at your convenience. Even if you are roaming, you can
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retrieve your messages from your voice mailbox through a fixed line, anywhere on earth. Your Aircel voicemail can

n also record your voice signature and welcome message. Call Management Services There may be occasions when you need to conference with up to six people at a time or talk to just two. Or you are speaking to someone and want to forward an incoming call to another phone. With your Aircel phone, you can do this and more. Aircelhelps you manage your calls effortlessly so that you stay in control of your conversations, always.

Voice Response Get your Aircel phone to respond directly to your commands. Custom designed to recognize Indian voices and accents, the Voice Response service makes your life more convenient. You can get the latest updates on news, stocks, cricket and your horoscope. Airtime charges will be Rs.6 per minute (1 minute pulse).

Voice Messaging Voice Messaging has become even more affordable. You can now send voice messages to cellular phones as well as fixed telephone lines in USA or Canada for just Rs.3.95 per min* (as against Rs.4.95 per min earlier). Voice messages within India across select networks will cost you Rs.95 per min only. Also, recipients of the cellular Voice Messaging service have the option of

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replying back to the messages, which get returned back as return Voice Mail messages, facilitating two-way (though not simultaneous) voice communication.

Yahoo! Messenger For SMS You do not have to wait to get a PC to use the Yahoo! Messenger. With the exclusive Aircel-Yahoo! tie-up, you can easily get connected through your Aircel phone. This unique messenger comes with a lot of exciting features. You can connect with all Yahoo! Messenger users, send, receive and reply to instant messages, view and manage your friend list and also manage authorization requests. All this and more just by using SMS. You will be charged Rs. 2 per outgoing message. Incoming messages are free.

Cell Banking Aircel now puts the bank in your pocket with Cell Banking. Access your bank account and transact directly on your Aircel phone by sending text messages. The first of its kind in India, this service enables you to conduct your banking without having You can to do visit Cell the Banking bank from or over 90 making countries a call.

worldwide.

You will be charged Rs. 2 per outgoing message. Incoming messages are free. Roaming Now you can always stay connected, no matter where you are. With the Aircel Roaming facility, you can use your Aircel phone in over 100 countries worldwide and over 1000 cities, towns and highways across India. Aircel Roaming makes life easy and convenient for you.

- Aircel , one of Indias leading cellular services providers, today announced


significant reduction in international roaming rates for its Postpaid customers traveling to South Africa during the upcoming DLF Indian Premier League (IPL) cricket tournament. Aircel is the official partner to DLF IPL 2009
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One number across the globe Your Aircel phone number and PIN number remains the same whether you are in Delhi, Chandigarh, London, Paris or anywhere else in the world.

National and International Roaming on Aircel Prepaid Roaming on Aircel Prepaid gives you the most extensive coverage in over 1000 cities, towns and highways across India, and in over 100 countries around the world. Enjoy Roaming on your Aircel Prepaid card and stay in touch wherever you go.

Yahoo! Mail for SMS You can now directly access your email account on Yahoo! Mail on your Aircel phone. Whats more, you do not need a WAP enabled handset for this service as it is based on SMS. So gain freedom from your PC and access your Yahoo! mails anytime, anywhere on your Aircel phone. You will be charged Rs. 2 per outgoing message. Incoming messages are free. WAP With WAP, you can have the Internet directly in your pocket. So if you are looking for quick and easy delivery of information and services, your Aircel phone can show it all. Use it to check out news, finance, shopping, entertainment, travel, entertainment and city service information etc. To access this service all you need is a WAP enabled handset and WAP services activated on your Aircel phone. This service comes to you at a nominal charge of Re. 1 per minute (1 min pulse). Group Messaging Party invitations, movie outings, festive greetings... whatever be the occasion, you can send your message to all your friends at one go! With Group Messaging from Aircel, you can thus save yourself the bother of pain

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stakingly sending your message to one person at a time whether you are on Aircel Prepaid or Postpaid. Aircel4help Aircel4help now lets you take advantage of a lot more services than before. You can connect to the nearest fire brigade or mechanic or florist or even order a pizza. If you are stranded in the middle of the road, or if you you need immediate medical attention or if you are looking for a police station close by, Aircel4help gives you instant access to your nearest source of help, anywhere in Delhi or the NCR. All the help services are charged@Rs.6/min. While for police and fire help only local airtime charge is applicable. 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 thats why its users are most after china mobiles. At gave some special packages to the 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

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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. 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.

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FINDING AND ANALYSIS I. Findings based on questionnaire

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Statement 5.1 .How many mobile connection do you have?

Table 5.1 number of Connections options 1 2 3 more than 3 total no. of respondents 35 46 11 8 100 percentage of respondents 36% 46% 11% 8% 100%

Figure 5.1 number of Connections

8% 11% 35% 1 2 3 46% more than 3

INTERPRETATION: As per manjority of the respondents, i.e 46% use 2 mobile connections. Whereas 35% of the respondents stick to one connection only.

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Statement 5.2.which is your primary service provider? Table 5.2 Primary service provider options Aircel Airtel Vodafone MTNL total no. of respondents 68 12 18 2 100 percentage of respondents 68% 12% 18% 2% 100%

Figure 5.2 Primary service provider

2% 18% Aircel Airtel 68% Vodafone MTNL

12%

INTERPRETATION: According to majority of the respondents 68% have primary service provider as Aircel.

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Statement 5.3. Why have you chosen aircel as you service provider? Table 5.3 Reasons for choosing Aircel options Easy availability of recharge coupans Better network options Low tariffs Better service Any other Total no. of respondents 6 14 64 12 4
100

percentage of respondents 6% 14% 64% 12% 4%


100%

Figure 5.3 Reasons for choosing Aircel

4% 12% 6% 14%

Easy availability of recharge coupans Better network options Low tariffs

64%

Better service Any other

INTERPRETATION: According to the above table and figure 64% of the respondents say that Aircel charges lowest as compared to the competitors.
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Statement 5.4. How do find advertisement of aircel? Table 5.4 Perception regarding advertiesement of aircel
options Very attractive attractive poor indifferent Total no. of respondents 26 56 10 8 100 percentage of respondents 26% 56% 10% 8% 100%

Figure 5.4 Perception regarding advertiesement of aircel

10%

8%

26% Very attractive attractive poor

56%

indifferent

INTERPRETATION: As per majority of the respondents, i.e 56% of the respondents feel that they find the advertisements of aircel very attractive.

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Statement 5.5.what kind of troubles do you face with aircel connection? Table 5.5 troubles faced by customers percentage of respondents 37% 35% 10% 6% 12% 100%

options Poor network unreasonable balance deduction poor customer care response high tariffs no trouble at all Total

no. of respondents 37 35 10 6 12 100

Figure 5.5 troubles faced by customers

Poor network 6% 10% 12% 37% unreasonable balance deduction poor customer care response 35% high tariffs no trouble at all

INTERPRETATION: As per the above table and graph, majority of the respondents i.e 37% say that they face poor network problem.
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Statement 5.6.How do you find value added services of aircel? Table 5.6 Perception about value added services

options Excellent Good Average Poor Total

no. of respondents 19 66 13
2 100

percentage of respondents 19% 66% 13%


2% 100%

Figure 5.6 Perception about value added services

2% 13% 19% Excellent Good Average 66% Poor

INTERPRETATION: After analyzing the above table and graph, it was identified that 66% of the respondents found the value added services to be good.

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Statement 5.7. How do you find response of customer care executive when you put a query? Table 5.7 Response of customer care executive percentage of respondents 77% 23% 100%

options Positive Negative Total

no. of respondents 77 23 100

Figure 5.7 Response of customer care executive

23%

Positive 77% Negative

INTERPRETATION: From the above table and graph it is identified that majority of the respondents i.e 77% are satisfied with the response of customer care executives when they had ever put a query.

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Statement 5.8. Do you want to switch to any other service provider? Table 5.8 want to switch service provider

options Yes No Total

no. of respondents 11 89 100

percentage of respondents 11% 89% 100%

Figure 5.8 want to switch service provider


100 90 80 70 60 50 40 30 20 10 0 11 Yes No no. of respondents 89

INTERPRETATION: From the above table and graph it was found that 89% of the respondents do not want to switch their service provider.

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Conclusion and Recommendation

i. Conclusion ii. Suggestion

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6.1 CONCLUSION After analyzing the findings of the research, I can conclude that Aircel lagged behind its ompetitors as far as customer service and availability is concerned. The maximum no. of people who use the mobile are in the age group of 20 to 28. 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 spend RS 500 on their connections. As Aircel 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. Although people are aware about the tariff plans offered by WLL service providers, but right now they are not in hurry to adopt it. The public wants to wait and watch their respective performances. So far findings from this research are concerned these are the major findings as follows. Being a market leader Aircel has got the maximum no of subscribers base. From this research I found that Aircel has got 48% customer base in Delhi. Trump has got 28% customer base followed by Hutch with 14% and finally only 10% of Aircel. Second thing what I found from this research is that out of 150 respondents 100 i.e. 66.6% of the consumers have switch over from their service provider. Out of 100 consumers 46 is the figure from Aircel, 29 from Trump, 14 from Aircel, & 11 from Hutch. The major reason I found for switch over price value i.e. an expensive in case of Aircel. In case of trump network coverage & non availability of recharge voucher while consumers go for roaming is the major reason come out, Aircels customers are having the major problem of billing related in case of postpaid connection. This seems to be the new age of communication all most 90% of the customers are aware about the market.

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Future to retain its market share i) ii) Aircel should look into the short comings of its customer care service. Aircel should make sure, that their prepared card should always be readily available with the retailers. iii) iv) Aircel should keep on coming with attractive tariff plans. As maximum no. of users are between 20 to 28 they should specially come out with some plans which are attractive for this segment. v) Main advantage of WLL is its tariff plan. So GSM service providers should try to reduce their tariff plans if possible, at least initially. From above the details I conclude that 70% Aircel users preferred to remain with Aircel. Also good number of users who were willing to switch from their respective subscribers showed interest in Aircel. Hence, these statistics imply a bright future for the company. Also the company is now providing more services like the door to door services which is you dial the Aircel customer care and would like to send someone flowers the Aircel company delivers those flowers to the person concerned. Also Aircel is providing voice mail service and free text messaging service. Call conferencing is also another feature Aircel provides.

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6.2 Suggestion

Being a market leader Aircel still striking in the telecom industry. Trump is coming up with such a rapid growth rate. But the point to be noted over here i.e. Trump has the maximum subscriber base in terms of students. Whereas Aircel has subscriber base of multi functional area. Aircel is good service provider but because of some issues in billing and some others consumer dont take interest in it. Business class mostly prefer hutch; recently hutch has extended its recharge voucher limit from Rs 10 up to as your need. Top of Mind: This is clear that Aircel enjoys the clear preference of the consumers Overall Image: Aircel has been more successful, not through product features but an overall image. Aircel should look into the short comings of its customer care service. Aircel should make sure, that their prepared card should always be readily available with the retailers. Aircel should keep on coming with attractive tariff plans. As maximum no. of users are between 20 to 28 they should specially come out with some plans which are attractive for this segment. Main advantage of WLL is its tariff plan. So GSM service providers should try to reduce their tariff plans if possible, at least initially. Many of the respondents perceived Air Tels tariffs to be high. The company should focus its advertising message on this issue and compare it with the rival operators tariffs (which are almost similar). Air Tel should focus on those customers whose satisfaction is high but low loyalty. Loyalty based programs should be introduced, which the company has introduced now in terms of Rewards programmes. Also an alarming proportion of its customers are those with low satisfaction and low loyalty. This category poses a threat and their loyalty should be established. In their advertising messages, Air Tel uses more than one caption Touch Tomorrow and The Good Life. This creates a confusion in the
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customers mind. They should focus on their main line Touch Tomorrow used in the Air Tel brand architecture.

The first come advantage Value added services are the norm of the day. The service providers can gain a long term advantage by consistently introducing new incentives in value added services or tariff structures. Every time a new scheme is launched it provides temporary edge to the service provider over its counterpart. This temporary advantage is in terms of the new clients it acquires who have been attracted by the offer. However after some time this advantage is neutralized by the other player offering something similar. Thus it important to innovate before the competition time and again so that one can make the short term advantage cumulatively long term and help increase mind share as well as market share.

Corporate clientele Since this a target market by itself its marketing methodology itself would be different. Most organizations prefer to take services for their employees in groups. Hence, this order becomes very big for the service provider. Personalized selling would be the order of the day for these users. The presence in the various business and corporate circles would also enhance Aircel brand image. Special incentives can be given to these employees for maintaining their loyalty to the Aircel brand. The Aircel - Aircel advantage Aircel could lure more customers by introducing schemes in which calls from one Aircel user to another would be possible at a reduced tariff. This would encourage a group of users who need to communicate frequently to opt for this service only. Also it would help in promoting bondage between the users and thus further promote loyalty.

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New innovative packages Aircel has to come up with new innovative packages like the CALL HOME scheme offered by Vodafone. Such schemes launched at regular intervals will help in maintaining customer loyalty and also attract new customers. Collaborative schemes with other companies Aircel can collaborate with companies like Nokia or any other hardware provider and launch schemes like providing free airtime with every hardware instrument bought. Exposing the customer to the brand increases the chances of the customer being hooked on to the brand. The companies can ensure this by offering the option of renewal of the account at the expiry of the free airtime. Discounted products The company has to offer more discount schemes like reducing the activation charges or reducing the security fees. This will provide the company a competitive edge. However this may lead to a price war. Hence the trade offs of indulging in this exercise must be considered. Regular freebees Aircel can offer at regular intervals and specially at festivals schemes like free airtime to its users, free coupons for shopping, free entry to shows etc. this would keep the customers interested in the brand and ensure that they remain loyal to the brand. The other competitor will also be indulging in the same hence the effectiveness of these would depend on the timing of these offers. Special offers Aircel may offer special incentives and rewards to the frequent and regular users by offering them free maintenance checks. Free or minimal cost up gradation to a category of users who use the service over a specified limit of airtime

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More of the e-factor The future belongs to the net. The players who will be able to integrate the net in their operations will lead the market. This would mean advertising over the net, allowing an interface of the net with the cellular service. Aircel is already on the right track as far as this is concerned. They have introduced the concept of being able to send messages to the user like a pager message. This can be done from the Aircel site. Consolidate WAP Aircel has the advantage of having introduced the WAP before its competitor Vodafone has. They can use this as platform for taking a lead when this technology becomes widespread. Till then it will act as bait for status conscious users who want the latest innovations irrespective of its present application.

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ANNEXURE BIBLIOGRAPHY SAMPLE QUESTIONNAIRE

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BIBLIOGRAPHY A. BOOKS: 1. PHILIP KOTLER: 2. DENNIS ADCOCK: 3. S.R, BAJPAI: MARKETING MANAGEMENT MARKETING PRINCIPLES & PRACTICE METHODS OF SOCIAL SURVEY AND RESEARCH 4. GODDE & HATT: 5. W.S.JAWADEKAR: METHODS OF SOCIAL RESEARCH MANAGEMENT SYSTEM B. MAGAZINES: Business World C. JOURNALS: 1. THE TIMES OF INDIA 2. BUSINESS STANDARD INFORMATION

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QUESTIONNAIRE
Respected Maam/Sir, I am a student of BBA; given questionnaire is a part of my project which aim to explore the need of revised methodology of marketing strategies of Aircel.

Please spare some time and respond to these questions:

1. How many mobile connection do you have? 1) 2) 3) more than 3 2.which is your primary service provider? Aricel Airtel Vodafone MTNL

3. Why have you chosen aircel as you service provider? Easy availability of recharge coupons Better network coverage Low tariffs Better service Any other please mention

4. How do find advertisement of aircel?

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Very attractive Indifferent Attractive Poor 5.what kind of troubles do you face with aircel connection? Poor network Unreasonable balance deduction Poor customer care response High tariffs No trouble at all Any other please mention 6.How do you find value added services of aircel? Excellent Good Average poor

7. How do you find response of customer care executive when you put a query? Positive Negative

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8. Do you want to switch to any other service provider? Yes No 9. Any suggestion you would like to recommend to aircel?................................

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