Sinhgad Technical Education Societys

SINHGAD INSTITUTE OF MANAGEMENT

44/1, Vadgaon (Budruk),Off Sinhgad Road, PUNE. 411 o41
A Research Project On
A STUDY OF COMPARATIVE ANALYSIS OF
MARKETING STRATEGIES OF IDEA CELLULAR
LTD. AND BHARTI AIRTEL

Submitted By
SR NO. NAME ROLL NO.
1 Pranav P. Dadge 05
2 Prafull Kachkute 13
3 Amul C. Gole 10
4 Praveen P. Sharma 48
5 Anandkumar Tripathi 57
Under The Guidence Of
Dr. Sheetal Khandre
Introduction To Study
Today the telecommunication sector is very important in INDIA. There is very tough competition
between various companies
Now a days telecommunication companies offering various plans or benefits to customers to
outstand the competition in the market.
After the liberalization of the Indian Telecom Sector in 1994, the Indian cellular market witnessed a
surge in cellular services.
By 2005, there were a total of 12 players in the market with the five major players being Bharti
Tele-Ventures Limited (Bharti), Bharat Sanchar Nigam Limited (BSNL), Hutchinson-Essar limited
(Hutch), Idea Cellular limited (Idea) and Reliance India Mobile (RIM), and Tata Indicom.
The most important consumer segments in the cellular industry were the youth segment and the
business class segment.
Bharti Tele-Ventures adopted celebrity endorsement as its chief promotional strategy.
Introduction To Consumer
Behaviour
Consumer behavior is the study of how individuals make decisions to spend their Available
resources time, money, effort on consumption related items it includes the study of what to buy ,
where to buy , how to buy, how often they use.
We are doing our research on consumer behaviors towards the mobile services, we have to take into
mind why consumer choose that service, how regularly he is using that services
The term consumer behavior is often use to describe two different kinds of consumer entities the
personal consumer and organizational consumer.
the personal consumer includes the single person and the organizational consumer include the profit
and non profit entities.
So in cellular services consumer behavior of the people is very necessary , whether they purchase
cellular connection on the basis of services, coverage , brand name or lastly customer attendance
So we are doing our research between two cellular brands AIRTEL and IDEA and to know the
consumer perception towards this cellular brands.

Objectives Of The Study
To identify the difference between market performance of Idea industry and Bharti Airtel .
To Study the market of Idea industry and Bharti Airtel on big scale sector.
To compare various parameters of marketing strategies, advertising,future prospect for the two
companies and government policies.
To study customer buying behaviour and factors which influence the purchase decision process.
To know how the company has been successful in encountering the aggressive marketing strategies
of companies.


Scope Of Study

Target population was the mobile users, who are using GSM technology.
Target geographic area Sample 200 was taken.
To these 200 people a questionnaire was given, the questionnaire was a combination of both open
ended and closed ended questions.
The date during which questionnaire were filed.
Finally the collected data and information was analysed and compiled to arrive at the conclusion
and suggestions given.


Limitations Of Study

The responses collected are perception based so the nature variant can be
biasing factor.
We were not able to cover the Whole Campus.
The time for the research was limited.

Hypothesis
There is relation between sale of sim cards and services provided by Idea Cellular and Bharti Airtel
Airtel to the customers.
Idea cellular Ltd. Provides good call rates and SMS plans to the valuable customers.
Bharti Airtel Provides good call rates and SMS plans to the valuable customers.
Idea cellular Ltd. Provides a better customer care services to the valuable customers.
Bharti Airtel Provides a better customer care services to the valuable customers.
Idea cellular Ltd. Using a good marketing stratergy.
Bharti Airtel uses a good marketing stratergy.
both the companies have been challenging each other to Gain market shares.


Literature Review

In 2009-10, Project of customer satisfaction shows that Airtel was the laeding company among all
companies to provide better services to the valuable customers.. Their Call rates where almost
showing lower than other companies and provide different services.
The Business World Journal publish that, From last 5 year Idea Cellular Ltd. Provided
continuously better range/ mobile network to the each corner of the country. Idea company known
for best network provider company.
In May,2013 Airtel network towers were sealed, because of internal business contract, So, Today the
airtel customers did not access the 3G network in each corner of cities as well as suffering from
weak signal / network to the mobile. So, many customers swith to the idea and vodaphone
companies.

Research Methdology
Research Methdology is the systemetic, theorotical analysis of the method applied to a field of
study, or the theorotical analysis of the body of the method and principles associated with a branch
of knowledge.



The primary source of data collection is through questionnaire. The questionnaires are distributed
among 200 peoples and their view is recorded and used in analyzing the data .
The secondary sources includes online sites, newspapers and templates from AIRTEL and IDEA
distributions centers.
Research Type Explanatory Research
Methodolgy
Primary Data
Secondary
Data
Data Analysis And Interpretation
Are you availing services of any
mobile operator?
0
50
100
150
200
250
Yes No
Total=200
If Yes, please specify your
operator
23%
45%
8%
6%
9%
4%
3%
2%
Bharti Airtel
Idea
Reliance
BSNL
Vodafone Essar
Tata Docomo
Aircel
Uninor

Which mobile operator do you
use?

0
10
20
30
40
50
60
70
80
90
Idea
Airtel
What do you prefer most?
0
10
20
30
40
50
60
70
80
90
Prepaid plans Post-paid plans
86
50
Total-136

Which operator provides a better
network?

95
41
Idea
Airtel
Do you collect any information search before
making purchase?
0 20 40 60 80 100 120 140
Yes
No
124
12
If yes, which sources are used?
5%
39%
30%
10%
13%
3%
Magazines
Dealers
Internet
Pamphlets
Reference
Any other
Which network provider is better in
terms of call rates and SMS plans?
SMS plans
Call rates
32
38
34
32
Idea Airtel

Which network provider has a
better customer care?

68%
32%
Idea Airtel

What are the features you look for in an operator
before making purchase decision?

0
5
10
15
20
25
30
Brand credibility Price and
Discount
After sales
Services
Value for money
Idea
Airtel


Which of these parameters attract
you while purchasing any
connection?

0
5
10
15
20
25
30
35
40
45
50
Good Network Discount scheme Service package
Idea
Airtel

How would you rate the
experience with Brand?

0
5
10
15
20
25
30
Excellent Good Average Poor Worst
Idea
Airtel

If you have to purchase a new
connection or product in near future,
which Brand will you go for?

Idea
63%
Airtel
37%
Suggetions
Idea should introduce new innovative offers from time to time to attract new customers and stay ahead
in competition .
Idea should reduce SMS rates.Airtel have better SMS plan that Idea
Should remove the threat of unwanted VAS.
Idea should improve their customer care facilities.
Price should be as competitive as other company maintains
Distributions of new connection should be in reach of customer pocket
Idea must undertake extensive promotional activities like advertisements must be released in different
Medias to create brand awareness.
Airtel Should improve their networks.
Airtel should reintroduce 3G where they disabled in respective places.
Catalogues should be distributed among customers.

Findings
Idea is the leader of the telecom sector.
Maximum number of respondents are using prepaid plans
Most of the respondents are highly satisfied by in respect to the services of Idea as compared to Bharti Airtel.
Almost all the respondents believe that they pay at par performance and quality Of services.
Idea call rates are better then Airtel.
Most people study about the product and offering and services on internet before making purchase.
It is found that people are more consideration is given to Brand credibility and price And discount followed by
after sales service and value for money.
Almost all the respondents are fully satisfied by the network given by Bharti Airtel as compared to Vodafone.
Maximum number of respondents are aware all the promotional strategies offered by the company.
The marketing mix variable of Bharti Airtel is most effective is product range.

Conclusion
After analysing the findings of the Research, we can conclude that Idea lagged behind its
competitors as far as customer service and availability is concerned.
The maximum no. of people who use the mobile are the age group of 20 to 28.
As IDEA is the only company having the maximum no. of mobile connections so it must seriously
look into the loop holes of the existing customer services department .
As we know that now Idea has already launched its product its product with logo An Idea can
change your LIFE has already became popular in market .
For this Idea has to work on its all marketing strategies, marketing, promotion, brand images etc.
Idea has to take Airtel very seriously and update its own strategies from time and when the need
arises.
With aggressive marketing strategies Idea has to target rural India 70% of population of India lives
in these areas.