Summer Internship Report

On

Understanding Brand Presence of Airtel

By
Dipika Kukreja
A0101909220
MBA Class of 2011

In Partial Fulfillment of Award of Master of Business Administration

AMITY BUSINESS SCHOOL

AMITY UNIVERSITY UTTAR PRADESH
SECTOR 125, NOIDA - 201303, UTTAR PRADESH, INDIA
2010

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 AMITY UNIVERSITY UTTAR PRADESH
AMITY BUSINESS SCHOOL

DECLARATION

I, Dipika Kukreja student of Masters of Business Administration from Amity Business

School, Amity University Uttar Pradesh hereby declare that I have completed Summer
Internship on “Understanding Brand Presence Of Airtel” as part of the course
requirement.

I further declare that the information presented in this project is true and original to the best
of my knowledge.

Date: 30/06/10 Dipika Kukreja

Enroll. No: A0101909220
Place: Delhi MBA Class of 2011

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 Acknowledgement

Perseverance, inspiration and motivation have always played a key role in the success
of any venture. A successful and satisfactory completion of any project is the
outcome of the invaluable aggregate contribution of different personal fully in radical
direction, explicitly or implicitly.

Whereas vast, varied and valuable reading efforts leads to substantial acquisition of
knowledge via books and allied information sources, true expertise excludes from
collateral practical works and experiences.

I highly solicit my Faculty guide for launching me into this foray and for giving
time-to-time suggestion and his valuable guidance, co-operation, inspiration and keen
supervision to my project

I also wish to express my gratitude to Ms. Preeti Sharma, Head Brand and
Communication who has extended her kind help, guidance and suggestion without which
it could not have been possible for me to complete this project report.

Dipika Kukreja
Amity Business School

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 Executive Summary

Indian Telecom Sector is booming at the moment. It is an integral part of our economy. I got
the privilege of working with India’s top telecom service provider Airtel in its Marketing and
communication(MARCOM) department , Mobile services division of Delhi circle on the
project “Understanding Brand Presence of Airtel”.

The main objective of doing this project was to understand the most popular Value Added
Service(VAS) among youth from the retailer’s point of view, youth requirements from a
telecom operator, reviewing the presence of various telecom operators during admission time
in Delhi University and to analyze the Retailers Effectiveness Index(REI) in North Delhi.

For accomplishing these objectives, Questionnaire, On field observations and Mystery

shopper methods were used to collect data.

The main findings of the project were -SMS was found to be the most demanded VAS
among youth as per retailers, Airtel is most popular and widely used brand among youth
mainly because of its good network and Vodafone is the upcoming brand which has emerged
as a telecom operator that provides ‘Value for Money’, Airtel was most active in promoting
and reaching out to the youth during admission time in Delhi University and Airtel’s REI
was also good as compared to other telecom operators in North Delhi region.

The major suggestion on the basis of the findings is that Airtel should come up with more
youth oriented products and marketing campaigns as Vodafone is catching up and is close to
Airtel in all the aspects. So Airtel must keep a tab of all the activities that its competitors are
carrying out, specially Vodafone to retain its position as a market leader.

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 CONTENTS

Declaration

Certificate from Industry Guide

Certificate from Faculty guide

Acknowledgement

Executive Summary

S.No. Chapter Name Page No.

1 Introduction 8

2 Literature Review 26

3 Research Methodology 29

4 Data Collection 30

5 Data Interpretation & Analysis 32

6 Conclusions & Suggestions 65

References

Annexure

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 Introduction

Indian Telecom Industry

The Indian telecommunications industry is one of the world's fastest growing industries,
with 653.92 million telephone (landlines and mobile) subscribers and 617.53 million mobile
phone connections as of May 2010. It is also the second largest telecommunication network
in the world in terms of number of wireless connections after China. The Indian Mobile
subscriber base has increased in size by a factor of more than one-hundred since 2001 when
the number of subscribers in the country was approximately 5 million to 617.53 million in
May 2010.

As the fastest growing telecommunications industry in the world, it is projected that India
will have 1.159 billion mobile subscribers by 2013. Furthermore, projections by several
leading global consultancies indicate that the total number of subscribers in India will exceed
the total subscriber count in the China by 2013. The industry is expected to reach a size of
Rs 344,921 crore (US$ 73.47 billion) by 2012 at a growth rate of over 26 per cent, and
generate employment opportunities for about 10 million people during the same period.
According to analysts, the sector would create direct employment for 2.8 million people and
for 7 million indirectly. In 2008-09 the overall telecom equipments revenue in India stood at
Rs 136,833 crore (US$ 29.15 billion) during the fiscal, as against Rs 115,382 crore
(US$ 24.58 billion) a year before.

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 Indian Telecommunications at a glance
(As on 31st March 2009)
Rank in world in network size                  3rd
Tele–density (per hundred populations)       
36.98
Telephone connection (In million)
Fixed                                                       
37.96
Mobile                                                   
391.76
Total                                                                              
    429.72
Village Public Telephones Covered (Out of       
66,822 uncovered villages) 57,167
Foreign Direct Investment (in million)  (from     
January 2000 till January  2009)            275,44
1
Licenses issued
Basic                                                         2
CMTS           39
UAS                                                        
240
Infrastructure Provider I                         
177
ISP (Internet)                                          
349
ISP with Telephony (Broadband)           
125
National Long distance        26
International Long Distance        24

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Cellular operators and circles in India

There are mainly 12 cellular operators and 28 circles in India. Some of the operators provide
only GSM network, some only CDMA newtork and few of them provide both GSM and
CDMA network. Table below illustrates the technology supported and circle wise details of
cellular operators in India.

Operators and circles in India

Indian operators and their market Share

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The graph below explains the market share of Indian mobile operators. It can be noticed that
Bharti Airtel leads the race in subscribe base followed by Reliance telecom. Third in the race
is Vodafone Essar.

Operators and their market share in India

1.6 billion population in India. Service providers find great potential in tapping the Indian
market for mobile services. In turn mobile users are interested in exploring various mobile
services. Last year i.e. March 2008 , number of mobile subscribers was 260 million. It can be
noted that there has been tremendous growth in subscriber base, hence adding immense
revenues for service providers in India.

Major Players

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There are three types of players in telecom services:
• State owned companies (BSNL and MTNL)
• Private Indian owned companies (Reliance Infocomm, Tata Teleservices,)
• Foreign invested companies (Hutchison-Essar, Bharti Tele-Ventures, Escotel, Idea
Cellular, BPL Mobile, Spice Communications)

BSNL

Bharat Sanchar Nigam Ltd. formed in October, 2000, is World's 7th largest
Telecommunications Company providing comprehensive range of telecom services in
India: Wireline, CDMA mobile, GSM Mobile, Internet, Broadband, Carrier service, MPLS-
VPN, VSAT, VoIP services, IN Services etc. Presently it is one of the largest & leading
public sector unit in India.

BSNL has installed Quality Telecom Network in the country and now focusing on
improving it, expanding the network, introducing new telecom services with ICT
applications in villages and wining customer's confidence. Today, it has about 46 million
line basic telephone capacity, 8 million WLL capacity, 52 Million GSM Capacity, more
than 38302 fixed exchanges, 46565 BTS, 3895 Node B ( 3G BTS), 287 Satellite Stations,
614755 Rkm of OFC Cable, 50430 Rkm of Microwave Network connecting 602 Districts,
7330 cities/towns and 5.6 lakhs villages.

BSNL is the only service provider, making focused efforts and planned initiatives to bridge
the Rural-Urban Digital Divide ICT sector. In fact there is no telecom operator in the
country to beat its reach with its wide network giving services in every nook & corner of
country and operates across India except Delhi & Mumbai. Whether it is inaccessible areas
of Siachen glacier and North-eastern region of the country. BSNL serves its customers with
its wide bouquet of telecom services.

BSNL is numero uno operator of India in all services in its license area. The company
offers vide ranging & most transparent tariff schemes designed to suite every customer.

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BSNL cellular service, CellOne, has 55,140,282 2G cellular customers and 88,493 3G
customers as on 30.11.2009. In basic services, BSNL is miles ahead of its rivals, with 35.1
million Basic Phone subscribers i.e. 85 per cent share of the subscriber base and 92 percent
share in revenue terms.

BSNL has more than 2.5 million WLL subscribers and 2.5 million Internet Customers who
access Internet through various modes viz. Dial-up, Leased Line, DIAS, Account Less
Internet(CLI). BSNL has been adjudged as the NUMBER ONE ISP in the country.

BSNL has set up a world class multi-gigabit, multi-protocol convergent IP infrastructure

that provides convergent services like voice, data and video through the same Backbone and
Broadband Access Network. At present there are 0.6 million DataOne broadband
customers.
The company has vast experience in Planning, Installation, network integration and
Maintenance of Switching & Transmission Networks and also has a world class ISO 9000
certified telecom training institute.

Scaling new heights of success, the present turnover of BSNL is more than Rs.351,820
million (US $ 8 billion) with net profit to the tune of Rs.99,390 million (US $ 2.26 billion)
for last financial year. The infrastructure asset on telephone alone is worth about
Rs.630,000 million (US $14.37 billion).

The turnover, nationwide coverage, reach, comprehensive range of telecom services and the
desire to excel has made BSNL the No. 1 Telecom Company of India.
 

MTNL

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MTNL was set up on 1st April, 1986 by the Government of India to upgrade the quality of
telecom services, expand the telecom network, introduce new services and to raise revenue
for telecom development needs of India’s key metros – Delhi, the political capital and
Mumbai, the business capital of India. In the past 17 years, the company has taken rapid
strides to emerge as India’s leading and one of Asia’s largest telecom operating companies.
Besides having a strong financial base, MTNL has achieved a market share of approximately
13% of the Indian telecommunication network with a customer base of over 4.74 million
lines.
The company has also been in the forefront of technology induction by converting 100% of
its telephone exchange network into the state-of-the-art digital mode. The Govt. of India
currently holds 56.25% stake in the company.

In the year 2002-03, the company has not only consolidated the gains but also focused on
new areas of enterprise viz. Joint Ventures for projects outside India, widened the cellular
and CDMA-based WLL customer base , set up internet and allied services on all India basis.

Bharti Airtel 
Airtel comes from Bharti Airtel Limited, one of Asia’s leading integrated telecom services
providers with operations in 18 countries across Asia and Africa. Bharti Airtel since its
inception has been at the forefront of technology and has pioneered several innovations in
the telecom sector.
The company is structured into four strategic business units - Mobile, Telemedia, Enterprise
and Digital TV. The mobile business offers services in India, Sri Lanka and Bangladesh. The
Telemedia business provides broadband, IPTV and telephone services in 89 Indian cities.
The Digital TV business provides Direct-to-Home TV services across India. The Enterprise
business provides end-to-end telecom solutions to corporate customers and national and
international long distance services to telcos.

Reliance Communications

Reliance – Anil Dhirubhai Ambani Group, an offshoot of the Reliance Group founded by

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Shri Dhirubhai H Ambani (1932-2002), ranks among India’s top three private sector business
houses in terms of net worth. The group has business interests that range from
telecommunications (Reliance Communications Limited) to financial services (Reliance
Capital Ltd) and the generation and distribution of power (Reliance Infrastructure Limited).

Reliance – ADA Group’s flagship company, Reliance Communications, is India's largest

private sector information and communications company, with over 100 million subscribers.
It has established a pan-India, high-capacity, integrated (wireless and wireline), convergent
(voice, data and video) digital network, to offer services spanning the entire infocomm value
chain.

TATA Teleservices Ltd.

Tata Teleservices Limited spearheads the Tata Group’s presence in the telecom sector. The
Tata Group had revenues of around USD 70.8 billion in Financial Year 2008-09, and
includes over 90 companies, over 363,039 employees worldwide and more than 3.5 million
shareholders.
Incorporated in 1996, Tata Teleservices is the pioneer of the CDMA 1x technology platform
in India. It has embarked on a growth path since the acquisition of Hughes Tele.com (India)
Ltd [renamed Tata Teleservices (Maharashtra) Limited] by the Tata Group in 2002. It
launched mobile operations in January 2005 under the brand name Tata Indicom and today
enjoys a pan-India presence through existing operations in all of India’s 22 telecom Circles.
The company is also the market leader in the fixed wireless telephony market. The
company’s network has been rated as the ‘Least Congested’ in India for five consecutive
quarters by the Telecom Regulatory Authority of India through independent surveys.

Vodafone Essar

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 Vodafone is the world's leading international mobile communications group with
approximately 341 million proportionate customers as on 31 March 2010. Vodafone
currently has equity interests in 31 countries across five continents and around 40 partner
networks worldwide.
The Essar Group is a diversified business corporation with a balanced portfolio of assets in
the manufacturing and services sectors of Steel, Energy, Power, Communications, Shipping
 
Ports & Logistics, and Projects. Essar employs more than 50,000 people across offices in
Asia, Africa, Europe and the Americas.
  **Figures from Cellular Operators Association of India, May 2010

Idea

IDEA Cellular is a publicly listed company, having listed on the Bombay Stock Exchange
(BSE) and the National Stock Exchange (NSE) in March 2007.

IDEA Cellular is a leading GSM mobile services operator in India with 67 million
subscribers, under brand IDEA. It is a pan India integrated GSM operator covering the
entire telephony landscape of the country, and has NLD and ILD operations.
A frontrunner in introducing revolutionary tariff plans, IDEA Cellular has the distinction
of offering the most customer friendly and competitive Pre Paid offerings, for the first time
in India, in an increasingly segmented market. From basic voice & Short Message Service
(SMS) services to high-end value added & GPRS services such as Blackberry, Datacard,
Mobile TV, Games etc - IDEA is seen as an innovative, customer focused brand.

IDEA offers affordable and world-class mobile services to varied segments of mobile
users. Be it high end users, or low-end, price sensitive consumers - IDEA's tariff plans are
designed to suit every pocket.
With a vision of delighting its customers while meeting their individual communication
needs anytime, anywhere, IDEA offers seamless coverage to roaming customers traveling
to any part of the country, as well as to international traveling customers across over 200
countries. IDEA Cellular has partnership with over 400 operators to ensure that customers
are always connected while on the move, within the country or other parts of the world.

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IDEA is the winner of 'The Emerging Company of the Year Award' at The Economic Times
Corporate Excellence Awards 2008-09. The company has received several other national
and international recognitions for its path-breaking innovations in mobile telephony
products & services. It won the GSM Association Award for "Best Billing and Customer
Care Solution” for 2 consecutive years. It was awarded "Mobile Operator of the Year
Award - India” for 2007 and 2008 at the Annual Asian Mobile News.

IDEA Cellular is an Aditya Birla Group Company, India's first truly multinational
corporation. The group operates in 25 countries, and is anchored by over 1,30,000
employees belonging to 30 nationalities. The Group has been adjudged the '6th Top
Company for Leaders in Asia Pacific Region' in 2009, in a survey conducted by Hewitt
Associates, in partnership with The RBL Group, and Fortune. The Group has also been
rated 'The Best Employer in India and among the Top 20 in Asia' by the Hewitt-Economic
Times and Wall Street Journal Study 2007.
 

Recent Trends

Telecom Regulatory Authority of India (TRAI) released it’s Nov 2009 telecom subscription
data. Indian Telecom Industry reported a 3.3% month-to-month growth in Nov 09.

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  54.3 crore people in India with a Telephone connection
 Tele-density at 46.32
 1.76 new wireless connections in Nov 09
 Broadband Subscription at 75.5 lakhs

Indian Telecom Industry in India has reported robust growth in 2009 despite global economic
slowdown thanks to the affordable tariff options and attractive offers from different mobile
service providers.

  Total Tele-Density Wireless Wireline

30th Nov 2008 37.413 32.34 33.608 3.805

30th Nov 2009 54.320 46.32 50.604 3.716

Change 45.19%   50.57% -2.34%

16.9 crore new phone connections have been added in last 12 months period – a 45.19%
growth. Wireless segment reported 50.57% growth in the period but Wireline connections
decreased by 2.34% in the period a major setback to BSNL and MTNL which holds majority
of Wireline connections in India.

Tata BSNL Vodaphone Airtel Reliance Idea Aircel

Nov 08 3.1016 4.5279 5.8764 8.2920 5.9569 3.2809 1.5375

Nov 09 5.3992 6.0780 8.8607 11.6013 9.0987 5.5905 2.9354

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 Change 74% 34.2% 50.8% 39.9% 52.7% 70.4% 90.8%

Aircel, Tata Teleservices and Idea reported highest growth in the last 12 months period.

In Nov 2009 Tata Teleservices added more number of connections (18.84%) followed by
Bharti Airtel (15.85), Vodaphone (15.74%) and Reliance Communications (15.7%)  a clear
signal that subscribers are more inclined to attractive tariff plans.

Reliance made a major improvement in Nov 09 (15.7%) compared to Oct 09 (12.56%) due to
the Simply Reliance attractive tariff structure. BSNL also advanced in Nov 09 may be due to
the introduction of its 3G services in some cities.

One thing is very clear from last few months data – customers are looking for attractive tariff
plans and cheap call rates, they cannot be fooled with just some simple freebies like extra
talk time or an extended validity offer. December month data may give more clear picture as
Uninor started its operation in India in Dec 09 with a very simple packages with lowest call
rates.

Prior to Tata Docomo’s entry Mobile service providers in India were attracting customers
with simple freebies like talk time offers, extended validity, cheap calls to same provider
numbers, low night talktime etc while holding the actual call rates at very high levels.

But that things are the past. Now customers have so many options. Customer is the King
now. Providers have to come down to earth to survive in this highly competitive telecom
market in the world.

Bharti Airtel 

Airtel comes from Bharti Airtel Limited, one of Asia’s leading integrated telecom services
providers with operations in 18 countries across Asia and Africa. Bharti Airtel since its
inception, has been at the forefront of technology and has pioneered several innovations in
the telecom sector.

The company is structured into four strategic business units - Mobile, Telemedia, Enterprise

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and Digital TV. The mobile business offers services in India, Sri Lanka and Bangladesh. The
Telemedia business provides broadband, IPTV and telephone services in 89 Indian cities.
The Digital TV business provides Direct-to-Home TV services across India. The Enterprise
business provides end-to-end telecom solutions to corporate customers and national and
international long distance services to telcos.

Business Divisions

Mobile Services

Bharti Airtel offers GSM mobile services in all the 23-telecom circles of India and is the
largest mobile service provider in the country, based on the number of customers.

Airtel Telemedia Services

The group offers high speed broadband internet with a best in class network. With Landline
services in 94 cities we help you stay in touch with your friends & family and the world. Get
world class entertainment with India’s best direct to home (DTH) service digital TV in more
than 150 cities

Enterprise services

Enterprise Services provides a broad portfolio of services to large Enterprise and Carrier
customers. This division comprises of the Carrier and Corporate business unit. Enterprise
Services is regarded as the trusted communications partner to India's leading organizations,
helping them to meet the challenges of growth

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Digital TV Services

Discover the magical experience of digital enterainment with Airtel. From DVD quality
picture and sound,the best and widest variety of channels and programmes to the best on-
demand content on Airtel Live, your tv viewing experience change forever with digital TV
from Airtel!

Vision & promise 

By 2010 Airtel will be the most admired brand in India:

Loved by more customers

Targeted by top talent
Benchmarked by more businesses
“We at Airtel always think in fresh and innovative ways about the needs of our customers
and how we want them to feel. We deliver what we promise and go out of our way to delight
the customer with a little bit more.”

Airtel Brand 

Airtel was born free, a force unleashed into the market with a relentless and unwavering
determination to succeed. A spirit charged with energy, creativity and a team driven “to seize
the day” with an ambition to become the most globally admired telecom service. Airtel, in
just ten years of operations, rose to the pinnacle to achivement and continues to lead.

As India's leading telecommunications company Airtel brand has played the role as a major
catalyst in India's reforms, contributing to its economic resurgence.

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 Today we touch peoples lives with our Mobile services, Telemedia services, to connecting
India's leading 1000+ corporates. We also connect Indians living in USA, UK and Canada
with our callhome service.

Bharti Airtel is
3rd largest in-country mobile operator in the world
6th largest in-country integrated telecom operator in the world
Ranked number 5 in the best performing technology companies in the world by
BusinessWeek
India’s most innovative company by Wall Street Journal
Winner of Gallup Great workplace for being one of the best places to work worldwide
Ranked 188 in the FT 500 world’s largest companies 2009 ranked by Financial Times
 
 

Factsheet
Name Bharti Airtel Limited.
Business Provides mobile services in all the 22 telecom circles in India, Srilanka
Description and Bangladesh. Was the first private operator to have an all India
presence.

Provides telemedia services (fixed line and broadband services through

DSL) in 89 cities in India. Also offers DTH and IPTV services.
Established July 07, 1995, as a Public Limited Company
Proportionate Rs. 396,150 million (year ended March 31, 2010-Audited)
Revenue Rs. 369,615 million (year ended March 31, 2009-Audited)
As per US GAAP Accounts

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Proportionate Rs. 160,268 million (year ended March 31, 2010 - Audited)
EBITDA Rs. 151,678 million (year ended March 31, 2009 - Audited)
As per US GAAP Accounts

Shares in Issue 3,797,530,096 as at Mar 31, 2010

Listings The Stock Exchange, Mumbai (BSE)

The National Stock Exchange of India Limited (NSE)

Market
Capitalisation
Customer Base 130,616,487 GSM mobile and 3,092,009 Telemedia Customers (status as
on Apr 30, 2010)
Operational Provides GSM mobile services in all the 22 telecom circles in India,
Network Srilanka and Bangladesh. Was the first private operator to have an all
India presence. Provides telemedia services (fixed line) in 89 cities in
India.
Registered Bharti Airtel Limited
Office
(A Bharti Enterprise) Bharti Crescent, 1 Nelson Mandela Road, Vasant
Kunj Phase II New Delhi - 110 070.

Tel. No.: +91 11 4666 6100

Fax No.: +91 11 4666 6411

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Bharti Airtel- Organization Structure

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 Literature Review

Indian telecom sector has been one of the favorite destinations for investments by global
investors, be it private equity majors or venture capitalists. Last few years have witnessed
many activities on the foreign direct investment front with world's leading telecom operators
picking up large stakes in domestic operators.

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 Meanwhile, listed telecom operators such as Bharti Airtel, Reliance Communication, Idea
Cellular and Tata Communication have emerged as favourites among foreign institutional
investors on Dalal Street. With a clear focus on customers, quality services and new brands,
the sector is witnessing new highs under the leadership of some eminent professionals in the
industry.

The powerhouse behind India's largest telecom empire, Sunil Mittal, Chairman and Group
CEO, Bharti Enterprises, built the company from scratch. Under his guidance, the company
has grown from a basic telecom equipment provider to an integrated telecom solutions
provider with a presence across all the 22 telecom circles in India and an aggregate
subscriber base of 105 million customers (as of June 30, 2009). The company's revenues
grew from Rs 1500 crore in FY02 to over Rs 37,000 crore in 2009, representing a
compounded annual growth rate of 58% in last seven years.

Mr Mittal's strong business acumen gives him a flair for sensing new business opportunities;
like the $23 billion deal between Bharti Airtel and South African Company, MTN, has
provided a pivotal development in the sector. It has marked the entry as the biggest overseas
deal to date, surpassing Tata's acquisition of Corus for 12.2$ billion.

In a similar move, Japanese mobile operator NTT DOCOMO acquired a 26% stake in Tata
Teleservices (TTL). For some time, TTL has been jockeying to find a market niche in the
telecom space, juggling a number of usage and payment schemes and services. Anil Sardana,
Managing Director of Tata Teleservices Limited spearheaded these differentiation efforts,
which have culminated in the DOCOMO deal.

Having orchestrated significant turnarounds in previous ventures, Mr Sardana is well-

equipped to handle the challenges of the telecom sector. Under his visionary guidance, the
company has gone through a period of strong growth and performance, which resulted in
significant increases in market penetration and subscribers' acquisition.

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Other strides in the sector during the year included policy initiatives pertaining to the
allocation of spectrum for the 3G and broadband wireless access (BWA) services and mobile
number portability.
This has led several players take advantage and get ahead of their pack.

Mr S P Shukla, President, Wireless, RComm said that the company has been aggressively
making inroads in rural India through high-speed wireless internet service plan along with
some other value-added services specific to the rural needs. "The next wave of telecom
growth is emerging from rural India. RComm is committed to drive this exponential growth
through innovative service offerings and tariffs," said Mr Shukla.

His farsightedness and proactive approach has enabled Reliance to achieve cash break-even
in just 3 years. Mr Shukla has been a pioneer in the Indian mobile industry with the launch of
first SMS and first prepaid cars in India. Under his leadership, Reliance took the lead in
postpaid offerings in its first year itself. This year, Mr Shukla also led the launch of the
national GSM service by Reliance, which created history with five million mobile subscriber
addition in January 2009.

With competition within the telecom sector intensifying, the industry is in need of strong
leadership to direct and channel growth. The prominent leaders in the telecom industry will
have their work cut out for them as they aim to deliver innovative offerings and add more
value for their customers.

OBJECTIVES OF THE STUDY

1. To know which VAS( Value Added Service) is mostly used by youth from the
retailer’s point of view.
2. To study the promotional activities and analyze the presence of various telecom
operators in Delhi University during 1st-15th June 2010.

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 3. To understand Youth requirements from a telecom operator and its attitude towards
Airtel.
4. To analyze the Retailers Effectiveness Index(REI) of Airtel in North Delhi area.

SCOPE OF STUDY

The research to analyze most popular VAS, youth requirements from a telecom operator has
been confined to Delhi University campuses( North and South) only and studying of REI has
been in areas of North Delhi only.

RESEARCH METHODOLOGY

Introduction

This section aims to understand the research methodology establishing a framework of

evaluation and revaluation of primary and secondary research. The techniques and concepts
used during primary research in order to arrive at findings; which are also dealt with and lead
to a logical deduction towards the analysis and results.

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Descriptive Research

The descriptive research conducted embraced a large proportion of the research. It provided
an accurate measure of some aspects of the market environment.

Target Population
 For the purpose of getting response from retailers, the target population was retailers
in the south and the north campus of Delhi University only.
 For getting the response from youth, the respondents were taken from Delhi
University(south and the north campus) only.
 For the purpose of analyzing the Retailers Effectiveness Index(REI) of Airtel in North
Delhi, Kamla nagar, Shakti nagar and Mukerji nagar area were taken.

Sample Size
 30 retailers were selected for the purpose of analyzing the most popular VAS among
youth as per retailers.
 50 youth were taken to analyze the youth’s requirements from a telecom operator.
 32 retailers were taken to analyze Retailers Effectiveness Index(REI) of Airtel in
North Delhi.

Data Collection method

Questionnaire
The questionnaire method has come to the more widely used and economical means of data
collection. The common factor in all varieties of the questionnaire method is this reliance on
verbal responses to questions, written or oral. The researchers found it essential to make sure
that the questionnaire was easy to read. It was also important as researchers to respect the
samples time and energy hence the questionnaire was designed in such a way, that its

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administration would not exceed 8-10 mins. These questionnaires were personally
administered.

Fieldwork
Important considerations in the fieldwork were :

1. Respondents were kept at outmost ease before filling of the questionnaires. For this some
of the reluctant respondents were ensured that the questionnaire had been drafted in the
simplest language and would not take a lot of time.

2. Respondents were also ensured that their information would be kept with utmost
confidentiality.

3. Social consideration of language was taken and since our group members come from
different regions of the country, respondents were assigned appropriately.

4. We had made sure that the questionnaires were filled by ourselves not only for their
convenience but also because of questions stressing on unaided awareness gauge. However
there were some respondents who were reluctant in that and wanted to fill the questionnaire
themselves and hence we allowed them to fill the questionnaires on their own.

5. We made sure that we do not influence the respondents in filling up of their responses in
any form. Sometimes when the respondents were stuck up with some of the difficult
questions like ranking the brands according to their value of money, we had made sure not to
give any kind of assistance to the respondents.

30
 DATA ANALYSIS AND INTERPRETATION

Based on the type of data collected and the target segment with the appropriate statistical
methods, inference should be made. The response set of one variable is compared with
another set of variable to ensure a detailed analysis of data.

I have used SPSS and MS- Excel software to analyze the data collected.

31
Analysis of “Retailers feedback on youth’s response towards VAS(Value
Added Services)”

1. Number of students walking in each day in a store in North and South campus.

32
Area * Number of students walking in each day Cross tabulation

Count

Number of students walking in each day Total

Less than 10 10-20 20-30 30-40 40-50 More than 50

Area North campus 0 4 6 5 1 6 22

South campus 1 1 3 0 1 2 8
Total 1 5 9 5 2 8 30

South Campus
13%
25%
13%

13%

38%

less than 10 10-20 20-30 30-40 40-50 more than 50

33
 North Campus
18%
27%

5%
27%

23%

less than 10 10-20 20-30 30-40

40-50 more than 50 Total

Interpretation: In North campus maximum number of respondents said that around

20-30 and more than 50 youth visit their store and this number was 20-30 in case of
South campus.

34
 2. Preferred connection by youth

Area * Preffered Connection Cross tabulation

Count

Preffered Connection Total

Airtel Vodafone Idea Aircel

Area North campus 11 9 1 1 22

South campus 5 3 0 0 8
Total 16 12 1 1 30

Interpretation: Airtel is the most preferred connection by youth in North as well as South
campus, however Vodafone is also preferred and is very close to Airtel. Other players are
almost negligible.

35
 3. Handset preferred and the telecom operator used

Preffered Connection * Popular Handet Crosstabulation

Count

Popular Handet

Nokia Sony ericson LG Others Total

Preffered Connection Airtel 2 0 0 1 3
Vodafone 4 1 0 2 7
Aircel 0 0 1 0 1
Total 6 1 1 3 11

36
Interpretation: Nokia is the most popular handset among youth who are using Airtel’s and
Vodafone’s telecom services as per retailer.

4. Connection preferred and the monthly expenditure on VAS

Preffered Connection * Monthly Expenditure on VAS by youth Crosstabulation

Count

Monthly Expenditure on VAS by youth

Less than Rs.100 Rs.100-200 More than Rs.200 Total

Preffered Connection Airtel 2 10 4 16
Vodafone 2 6 4 12
Idea 0 0 1 1
Aircel 0 1 0 1
Total 4 17 9 30

37
38
 Interpretation: As per retailers, most of the youth visiting their store spends around Rs.100-
200 on the Value Added Service used by them whether its Airtel, Vodafone or Aircel.

Analysis of “Youth Requirements from a telecom operator”

1. Number Of People Using Different Telecom Operator’s Services-Gender Wise

which telecom operator's services are using currently? * Gender Crosstabulation

Count

Gender

Male Female Total

which telecom operator's services are using Airtel 10 11 21
currently?
Vodafone 10 7 17
Idea 2 2 4
Aircel 2 0 2
Others 3 3 6
Total 27 23 50

39
Interpretation:
• Majority of the respondents use either Airtel or Vodafone.
• Out of the sample of 50 youth,21 use Airtel and 17 use Vodafone.
• Out of 21 users of Airtel, 10 were males and 11 were females and in case of
Vodafone 10 were males and 7 were females out of total of 17 users.

40
 2. Number Of People Using Different Telecom Operator’s Services Age wise

which telecom operator's services are using currently? * Age Crosstabulation

Count

Age Total

15-18 years 18-21 years 21-24 years 24-27 years

which telecom operator's Airtel 1 1 12 7 21
services are using currently? Vodafone 1 0 12 4 17
Idea 1 0 2 1 4
Aircel 0 0 2 0 2
Others 0 0 2 4 6
Total 3 1 30 16 50

41
 Interpretation:

• Maximum respondents were in the age group of 21-24, where 11 people use Airtel
and 8 use Vodafone.
• In all other age groups the usage of Airtel and Vodafone is almost equal.

3. Reason For Choosing The Current Telecom Operator

which telecom operator's services are using currently? * what made you opt for the above chosen operator
Crosstabulation
Count

what made you opt for the above chosen operator

Value Added Recommendati
Flexible Services(SMS, ons from
recharge Caller tunes friends,
Good network options etc) Brand value relatives etc. Total
Which telecom Airtel 10 2 0 5 4 21
operator’s services are Vodafone 2 7 1 3 4 17
you using currently? Idea 1 1 0 0 2 4
Aircel 0 2 0 0 0 2
Others 0 2 0 2 2 6
Total 13 14 1 10 12 50

42
Interpretation:

• The major reason of choosing Airtel by youth is its “Good Network”.

• For Vodafone it is its “Flexible Recharge Options”.

43
 4. Services Mostly Used By Youth

Which service do you use the most? * Gender Crosstabulation

Count

Gender

Male Female Total

which service do you use the SMS 8 10 18
most? Night calling 6 2 8
Full talk time 12 11 23
others 1 0 1
Total 27 23 50

Interpretation: The services mostly used by youth are “Full talk time and SMS”.

ANOVA Analysis: To find out whether the level of Importance attached to various factors
differs among Males and Females.

44
 Ho- There is no difference between the level of Importance attached to various factors
among Males and Females.
Ha- There is difference between the level of Importance attached to various factors among
Males and Females.
Level of significance- 5%
Descriptives
95% Confidence
Interval for Mean
Std. Std. Lower Upper
N Mean Deviation Error Bound Bound Minimum Maximum
Importance of Network while Male 27 4.37 .492 .095 4.18 4.57 4 5
buying a connection Female 23 4.48 .511 .106 4.26 4.70 4 5
Total 50 4.42 .499 .071 4.28 4.56 4 5
Importance of Flexible Male 27 5.00 .000 .000 5.00 5.00 5 5
recharge options while Female 23 5.00 .000 .000 5.00 5.00 5 5
buying a connection Total 50 5.00 .000 .000 5.00 5.00 5 5
Importance of Value Added Male 27 3.07 .675 .130 2.81 3.34 2 4
Services while buying a Female 23 3.04 .638 .133 2.77 3.32 2 4
connection Total 50 3.06 .652 .092 2.87 3.25 2 4
Importance of Tariff Plan Male 27 4.48 .509 .098 4.28 4.68 4 5
while buying a connection Female 23 4.43 .507 .106 4.22 4.65 4 5
Total 50 4.46 .503 .071 4.32 4.60 4 5
Importance of Roaming Male 27 3.63 .688 .132 3.36 3.90 3 5
Charges while buying a Female 23 3.65 .573 .119 3.40 3.90 3 5
connection Total 50 3.64 .631 .089 3.46 3.82 3 5
Importance of Brand Value Male 27 4.19 .736 .142 3.89 4.48 3 5
while buying a connection Female 23 4.13 .757 .158 3.80 4.46 3 5
Total 50 4.16 .738 .104 3.95 4.37 3 5
Importance of Male 27 3.41 1.010 .194 3.01 3.81 2 5
Recommendation while Female 23 3.74 1.137 .237 3.25 4.23 2 5
buying a connection Total 50 3.56 1.072 .152 3.26 3.86 2 5

ANOVA

Sum of Squares df Mean Square F Sig.

Importance of Network while Between Groups .145 1 .145 .577 .451
buying a connection Within Groups 12.035 48 .251

Total 12.180 49
Importance of Flexible Between Groups .000 1 .000 . .
recharge options while Within Groups .000 48 .000
buying a connection Total .000 49

45
Importance of Value Added Between Groups .012 1 .012 .027 .871
Services while buying a Within Groups 20.808 48 .434
connection Total 20.820 49
Importance of Tariff Plan Between Groups .027 1 .027 .105 .747
while buying a connection Within Groups 12.393 48 .258
Total 12.420 49
Importance of Roaming Between Groups .006 1 .006 .016 .901
Charges while buying a Within Groups 19.514 48 .407
connection Total 19.520 49
Importance of Brand Value Between Groups .037 1 .037 .067 .797
while buying a connection Within Groups 26.683 48 .556
Total 26.720 49
Importance of Between Groups 1.367 1 1.367 1.194 .280
Recommendation while Within Groups 54.953 48 1.145
buying a connection Total 56.320 49

Interpretation: the calculated value for all the factors comes out to be greater than the level
of significance, therefore we accept Null Hypothesis i.e. there is no difference between the
level of Importance attached to various factors among Males and Females.

5. Monthly Expenditure On Telecom By Youth

what is your monthly spending on mobile bills?(talk time balance,SMS etc) * Gender Crosstabulation
Count

Gender

Male Female Total

what is your monthly spending Less than Rs.300 10 7 17
on mobile bills?(talk time Rs.300-600 7 9 16
balance,SMS etc) Rs.600-900 5 6 11
More than Rs.900 5 1 6
Total 27 23 50

46
Interpretation:

• Majority of the respondents spend either less than Rs.300 or Rs.300-600.

• The number of male and female respondents in the bracket of Rs.600-900 is almost
equal.
• In the bracket of more than Rs.900, the number of males is more than females.
6. Satisfaction Level Of Youth with Their Current Telecom Operators

47
Which telecom operator's services are using currently? * What is your level of satisfaction with your current telecom
service provider? Crosstabulation

Count
what is your level of satisfaction with your current telecom service
provider? Total
Highly Neither Satisfied
Dissatisfied Dissatisfied nor Dissatisfied Satisfied
which telecom operator's Airtel 0 0 9 12 21
services are using currently? Vodafone 1 0 9 7 17
Idea 1 1 0 2 4
Aircel 0 0 2 0 2
Others 0 2 2 2 6
Total 2 3 22 23 50

48
Interpretation:

• All the users of Airtel were either Highly Satisfied of Satisfied with Airtel’s services.
• For other players, few users of Vodafone, Idea and Tata were Dissatisfied with their
respective service providers because of their poor customer service.

49
 7. Youth Perception Of Company Providing “Value For Money”

which of the following companies provide "value for money"?

Frequency Percent Valid Percent Cumulative Percent

Valid Airtel 18 36.0 36.0 36.0
Vodafone 20 40.0 40.0 76.0
Idea 5 10.0 10.0 86.0
Aircel 2 4.0 4.0 90.0
Others 5 10.0 10.0 100.0
Total 50 100.0 100.0

Interpretation:

• Majority of the respondents feel Vodafone provides “Value For Money” mainly
because of its variety of “Flexible recharge options”.
• Next to Vodafone is Airtel with 36%, the reason being its “Great Network”.

8. Improvements/changes Airtel Should Make As Per Youth

50
what change/improvement would you like Airtel to make?(if you are an Airtel customer)

Frequency Percent Valid Percent Cumulative Percent

Valid Lower call rates, better SMS Packs. 35 70.0 70.0 70.0
Number Portability 2 4.0 4.0 74.0
Reduced STD rates and roaming 2 4.0 4.0 78.0
charges
Free customer care service 8 16.0 16.0 94.0
Everything is good. 1 2.0 2.0 96.0
Introduce 3G 1 2.0 2.0 98.0
Stop unnecessary promotional 1 2.0 2.0 100.0
messages
Total 50 100.0 100.0

Interpretation:

70% of the respondents feel Airtel should come up with new variety of Schemes with
lower call rates and better SMS packs.
51
Analysis of the Presence of various Telecom Operators in DU Campuses
during 1st-15th June 2010

52
Service Providers Spl. Campus pack Features Notes
Airtel Yes 1)340 free national+ local
SMS

2)Free lifetime incoming

3)1p/sec calling
4)Night calling @Re.1/20
min

Vodafone yes Reduced Rates: 1)Special rates

applicable within the
college area

    1)All local calls @1p/2sec 2)Daily decrement

of Re 1 applicable
    2)All STD calls @2p/2sec 3)Calls originating
from the campus
area will start with a
beep sound
    3)SMS @60P 4)Campus area can
also be identified by
the cell information
display reading
“CAMPUS”
      5)All calls from
outside the campus
premises@ 1.2p/sec
and SMS @ 60p flat
      6)Tariff validity of 3
years
      7)Campus card tariff
benefit will not be
applicable if you
recharge with any
other tariff bonus card

53
 or Rs 40 bonus card.
       
Idea No    
Aircel No    

Promotional Activities in Campuses

North Campus      

Communication level and

Service provider Activities Visibility reaching out to the youth

54
 1)Free Sim Card. Medium, only Good. Representatives
2)Outside University Metro outside metro well versed about the new
station, informing people station and pack and the schemes
about campus pack and its hoardings of campus offered.
Vodafone benefits pack in campus.
1)Free Sim Card. Medium to High, Good. Representatives
2) Canopy inside University inside and outside well versed about the
Metro station and around metro station and schemes offered.
campus, informing people inside metro train
about the "Your Gang" offer towards university.
and the various usual
Idea schemes .
Low, cab service Poor. No visibility and
Free cab service to students offered only in the communication.
from University metro initial few days, rest
station to various colleges no other activity or
Aircel in campus scheme.
1)Free Sim Card. High, outside metro Good. Representatives
2)Outside University Metro station and well versed about the new
station, informing people everywhere around pack and the schemes
about various schemes and the campus. offered.
Airtel cab moving around
Airtel the campus.

South Campus      

Service
provider Activities Visibility Communication level and reaching out to the youth
None Zero Zero

Vodafone

55
 Canopy Low Limited
opposite
venketeshwar
a college

Idea
None Zero Zero

Aircel
Small stall Medium Limited
outside Atma
ram college.

Airtel

Findings:

56
 Telecom Promoters Hoarding Cab Canopies Visibility Communication and Reach
operator s to the youth
s

Airtel Yes No Yes Yes High Good

Vodafone Yes Yes No No Medium Average

Idea Yes Yes No Yes High Good

Aircel No No Yes No Low Poor

Ascertaining Retailer Effectiveness Index( REI) Of Various Telecom Operators

in North Delhi

57
Parameters on which REI is ascertained:

1) Noticeability- on the basis of number and placement of different elements like posters,
shelf strips etc. in a retail outlet.

2) Recommendation of the Retailer- the brand recommended by the retailer to a customer.

1. Retailers Recommendation of Telecom Operators( First 3 Priorities)

Retailer's recommendation Frequency

1. Airtel 2. Vodafone 3. Idea 15
1. Airtel 2.Vodafone 3.Reliance 2

58
 1. Airtel 2. Vodafone 3. Aircel 2
1. Airtel 2. Aircel 3. Vodafone 1
1. Vodafone 2. Idea 3. Airtel 1
1. Vodafone 2. Airtel 3. Idea 9
1. Vodafone 2. Reliance 3. Aircel 1
1. Idea 2.Airtel 3. Vodafone 1
Total 32

Retailer's Recommendation(First 3 Priorities)

3% 3%

1. Airtel 2. Vodafone 3. Idea

1. Airtel 2.Vodafone 3.Reliance
1. Airtel 2. Vodafone 3. Aircel
28% 1. Airtel 2. Aircel 3. Vodafone
47% 1. Vodafone 2. Idea 3. Airtel
1. Vodafone 2. Airtel 3. Idea
1. Vodafone 2. Reliance 3. Aircel
1. Idea 2.Airtel 3. Vodafone

3%
3% 6% 6%

Interpretation: 47% of the retailers recommend Airtel first followed by Vodafone and then Idea.

2. Retailer's Recommendation( 1st Priority)

Retaler's Recommendation( 1st Frequency

Priority)
Airtel 20
Vodafone 11
Idea 1
Total 32

59
 Retailer's Recommendation( 1st Priority)
3%

Airtel
34% Vodafone
Idea

63%

Interpretation: Airtel is the Brand which is the first priority of retailers when it comes
to recommending to the customers. 63% of the retailers surveyed, first recommend Airtel.

3. Reason For Recommending a particular Telecom Operator

Reason For Recommendation Good Network High demand, Good Promotion Brand Tota
Value l
Airtel 16 0 4 20
Vodafone 3 7 1 11
Idea 0 1 0 1
Total 32

60
Interpretation: The major reason for recommending Airtel is its Good Network. However
for Vodafone, the reason is not by way of recommendation, it is its Promotion which has lead
to its high demand.

4. Noticability of various Telecom Operators

Telecom Operators Airtel Vodafone Idea Aircel

Elements
Posters 96 96 80 32
Shelf Strip 64 28 24 18
Danglers 60 48 48 24

120

100

80

60

40

20

0
Airtel Vodafone Idea Aircel

Posters Shelf Strip Danglers

Interpretation: Airtel is good on Noticeability. Whether it is Posters, Shelf Strip or

Danglers, it has got the highest number. However Vodafone is very close to Airtel.

61
 Conclusions and Suggestions

Retailers feedback on youth’s response towards VAS(Value Added

Services)”

 The most popular VAS among youth is SMS followed by Internet.

 The use of other VAS like caller tunes, games etc. is almost negligible.
 As per retailers, Airtel is mostly used connection by youth followed by Vodafone.
 Nokia is the handset that is most popular among youth and sells the most.
 The monthly expenditure on VAS by youth is on an average Rs. 100-200.

Youth Requirements from a telecom operator

• Airtel and Vodafone are the most preferred Brands among youth.
• Although Airtel has slightly higher number of users than Vodafone but still people
perceive Vodafone as a Brand that provides “Value for Money” because of its flexible
recharge options.
Reason why Airtel lags behind Vodafone in terms of providing “Value for money”:
• Almost all the schemes offered by both the companies are same.
• The only aspect which attracts youth is that Vodafone has branded and offered its
various schemes differently like “Bonus Card” , “Apne Minutes” etc.
• So the reason behind Airtel lagging behind Vodafone in terms of providing “Value
for Money”is the lack of communication and awareness that youth has of Airtel’s
offerings.
• There is still a mindset of people that Airtel is somewhat expensive because of its
positioning in the market in such a way.

62
Presence of various Telecom Operators in DU Campuses during 1 st-15th
June 2010

• Airtel and Idea were most active and visible in both the campuses.
• Vodafone was somewhat active in the north campus only.
• Aircel was present for initial few days at the north campus only where too it failed to mark
its presence.
• Other small players were nowhere in the picture.

Retailer Effectiveness Index( REI) Of Various Telecom Operators

in North Delhi

• Airtel is the most recommended brand by retailers in North Delhi region followed by
Vodafone.
• The major reason for recommending Airtel is its Good Network.
• For Noticeaability also, Airtel is highly visible but Vodafone too is not far behind.
• Overall, Airtel’s REI is good in North Delhi region. However Vodafone is also
catching up.

63
Suggestions

 Youth perceive Airtel as an expensive brand as compared to other players especially

Vodafone, whereas the fact is that the tariff rates and the plans offered by all the
companies are similar. Therefore Airtel should communicate its offerings and reach
out to youth by revising its advertisement campaigns.

 The website of Airtel is not user friendly as all the information regarding the tariff
plans and the schemes is displayed in a cumbersome manner. Whereas, if we see the
websites of its competitors like Vodafone, all the information is accessible easily. Its
plans etc. are displayed in an attractive manner like chota recharge, bonus cards etc.
Therefore Airtel must make the required changes.

 While conducting youth survey, many people associated Airtel as a brand for their
parents or people older to them. So Airtel must target youth in a more effective
manner by creating and communicating youth oriented products.

64
Bibliography

Naresh K Malhotra- Marketing Research

http://en.wikipedia.org/wiki/Communications_in_India

http://www.bsnl.co.in/about.htm

http://delhi.mtnl.net.in/glance/index.htm

http://www.tatateleservices.com/t-aboutus-ttsl-organization.aspx

http://www.vodafone.in/existingusers/pages/aboutus.aspx

http://www.ideacellular.com/IDEA.portal?
_nfpb=true&_pageLabel=IDEA_Page_AboutIdea

http://www.dot.gov.in/osp/Brochure/Brochure.htm#ITG

http://economictimes.indiatimes.com/articleshow/5049103.cms

http://airtel.in/wps/wcm/connect/about+bharti+airtel/Bharti+Airtel/About+Bharti+Airtel/

65
 Annexure
RETAILERS QUESTIONNAIRE

YOUTH’S RESPONSE TOWARDS VAS

Q1). How many youth walk in at your store in a day?

a) Less than 10
b) 10-20
c) 20-30
d) 30-40
e) 40-50
f) More than 50

Q2). What do the youth demand for?

a) Handsets with connection

b) Only Handsets (Go to Q3)
c) Only connection ( Go to Q4)

Q3). Which is the most popular Handset Brand among youth?

a) Nokia
b) Sony Ericson
c) Samsung
d) Motorola
e) Blackberry
f) LG
g) Others, please specify__________________

66
 Q4). Which of the following is mostly demanded Connection by the youth?

a) Airtel
b) Vodafone
c) Idea
d) Tata Docomo
e) Any other, please specify________________

Q5). Which of the following are mostly used VAS products by the youth?

a) SMS
b) Internet
c) MMS
d) Games
e) Hello tunes
f) Others, please specify________________

Q6). Amongst few listed below, which are the VAS products that have rapid growth?

a) SMS
b) Internet
c) MMS
d) Games
e) Hello tunes
f) Others, please specify________________

67
Q7). On the basis of option chosen above, how much do you think on an average a youth spends on
it every month?

a) Less than Rs.100

b) Rs.100 – 200
c) More than Rs.200

Q8). How do you see VAS products as perceived by the youth in the future ahead?
_____________________________________________________________
______________________________________________________________
______________________________________________________________
_______________________________________________________________

Q9). Any other service that a consumer asks for apart from those listed above?

__________________________________________________________
__________________________________________________________
Personal Information:

Name:
Address:
Contact Number

68
 Questionnaire
Understanding Youth Requirements from a Telecom Operator

Q1) Which Telecom operator’s services are you using currently?

1. Airtel
2. Vodafone
3. Idea
4. Aircel
5. Virgin Mobile
6. MTS
7. Others, please specify__________

Q2) What made you opt for the above chosen operator?
1. Good network
2. Flexible recharge options
3. Value Added Services (SMS, caller tunes etc.)
4. Brand value
5. Recommendations from friends, relatives etc.

Q3) How important the following factors are to you when you buy a new connection.
(Please tick the appropriate box, 1 being least important’ and 5 being’ most important’
factor.)
1 2 3 4 5
Network

Flexible recharge options

Value Added Services
(SMS, Internet etc.)
Tariffs plan
Roaming Charges
Brand value
Recommendations from
friends, relatives etc.

69
Q4) Which of the following services do you use the most?

1. SMS
2. Night calling
3. Full talk time
4. Any Other, please specify________________

Q5) What is your monthly spending on your mobile bills (Talk time balance, SMS, caller
tunes etc.)?

1. Less thanRs.300
2. Rs.300-600
3. Rs.600-900
4. More than Rs.900

Q6) Which talk time recharge pack do use the most?

____________________________________________________________________

Q7) What is your level of satisfaction with your current telecom service provider?

1. Highly dissatisfied
2. Dissatisfied
3. Neither satisfied nor dissatisfied
4. Satisfied
5. Highly satisfied

70
Q8) In your opinion which of the following companies provide “Value for Money” and
why?
1. Airtel
2. Vodafone
3. Idea
4. Aircel
5. Virgin Mobile
6. MTS
7. Others, please specify__________

Q9) What is it that will make you switch to Airtel? (if you are not an Airtel customer)
___________________________________________________________________
___________________________________________________________________

Q10) What improvement/change would you like Airtel to make? (if you are an Airtel
customer)
___________________________________________________________________
___________________________________________________________________

Personal Details:

1. Name:
2. Gender:
o Male
o Female
3. Age( please tick the appropriate box)
o 15-18 years
o 18-21 years
o 21-24 years
o 24-27 years

71
Name of theOutlet Name of the Market Retailer's recommendation Reason
Pick 'N' Pay Shakti nagar 1. Airtel 2. Vodafone 3. Idea Good Network
High demand, Good
Speed Teleservices Shakti nagar 1. Vodafone 2. Idea 3. Airtel Promotion
Anurag High demand, Good
Communications Shakti nagar 1. Vodafone 2. Airtel 3. Idea Promotion
Sonu Telecom Shakti nagar 1. Airtel 2.Vodafone 3.Reliance Good Network
High demand, Good
Kumoun Telecom Shakti nagar 1. Vodafone 2. Airtel 3. Idea Promotion
Gupta Telecom Shakti nagar 1. Airtel 2.Vodafone 3.Reliance Good Network
Nimbus Telecom Shakti nagar 1. Airtel 2. Vodafone 3. Idea Good Network
Bansal Telecom Shakti nagar 1. Vodafone 2. Airtel 3. Idea Good Network
High demand, Good
Satyam Corner Shakti nagar 1. Vodafone 2. Airtel 3. Idea Promotion
1. Vodafone 2. Reliance 3.
Venus Telecom Shakti nagar Aircel Good Network
High demand, Good
Access Telecom Shakti nagar 1. Vodafone 2. Airtel 3. Idea Promotion
Atul Times Shakti nagar 1. Airtel 2. Vodafone 3. Idea Brand Value
Bajaj Communication Kamla Nagar 1. Airtel 2. Vodafone 3. Idea Good Network
Popular Telecom Kamla Nagar 1. Airtel 2. Vodafone 3. Idea Good Network
Planet Telecom Kamla Nagar 1. Airtel 2. Vodafone 3. Idea Good Network
Hi-Fi Electronics &
Electricals Kamla Nagar 1. Airtel 2. Vodafone 3. Aircel Brand Value
Mann Telecom Kamla Nagar 1. Airtel 2. Vodafone 3. Aircel Good Network
Modern Telecom Kamla Nagar 1. Airtel 2. Vodafone 3. Idea Brand Value
S.K Communication Kamla Nagar 1. Airtel 2. Vodafone 3. Idea Brand Value
Harish Telecom Kamla Nagar 1. Airtel 2. Vodafone 3. Idea Good Network
General Telecom Kamla Nagar 1. Airtel 2. Vodafone 3. Idea Good Network
YS Telecom Kamla Nagar 1. Airtel 2. Vodafone 3. Idea Good Network
High demand, Good
Ashok Hudson Lane 1. Vodafone 2. Airtel 3. Idea Promotion
Raj Mobile Store Hudson Lane 1. Airtel 2. Aircel 3. Vodafone Good Network
High demand, Good
Plus 2000 World Hudson Lane 1. Vodafone 2. Airtel 3. Idea Promotion
Tip Top Corner Hudson Lane 1. Airtel 2. Vodafone 3. Idea Good Network
High demand, Good
Nice Communication Hudson Lane 1. Idea 2.Airtel 3. Vodafone Promotion
One Mobile Hudson Lane 1. Airtel 2. Vodafone 3. Idea Good Network
Edward Line,
Gumber Telecom Kingsway Camp 1. Vodafone 2. Airtel 3. Idea Good Network
Gate Of Zoology
Gem Computer Dept.,DU 1. Airtel 2. Vodafone 3. Idea Good Network
Edward Line,
Prince Audio Palace Kingsway Camp 1. Vodafone 2. Airtel 3. Idea Brand Value
New Connections Kamla Nagar 1. Airtel 2. Vodafone 3. Idea Good Network

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