28-08-2013, 04:54 PM
PROJECT REPORT ON MARKETING STRATEGIES OF AIRTEL
MARKETING STRATEGIES.pdf (Size: 516.03 KB / Downloads: 76)
EXECUTIVE SUMMARY
The project aims at understanding the Marketing strategies at
Airtel and its impact on the perception of Airtel Cellular Services.
Research has demonstrated conclusively that it is far more costly
to win a new customer than it is to maintain an existing one. And
there is no better way to retain a customer than to exceed his
expectations. For this purpose it is essential to know the level of
customer satisfaction. The focus of my research was the
measurement of customer satisfaction level for the services
provided by Bharti Airtel. The research was done for the
corporate clients of Bharti Airtel. My job was not only to
represent the Corporate Sales Dept. and collect the feedback
from the clients but also to get the major complaints resolved
through internal counselling. There can be no better opportunity
to interact with the external as well as the internal customers of
an organization. Finally the results of the research verify the fact
that keeping the customer satisfied is the best strategy to not
only retain the existing customers but also to expand the
business to new horizons.
TELECOMMUNICATION MARKET IN INDIA
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.
Tele-density, which was languishing at 2% in 1999, has shown an
impressive jump to 9.5% in 2006 and 10.5% in 2007 and is set to
increase to 20% in the next five years beating the Govt.
India fastest growing GSM mart
India is expected to have 145 million GSM (global system for
mobile communications) customers by 2007-08 compared to 26
million subscribers as on March 2005, according to the Global
Mobile Suppliers Association. "For GSM, India is a success story.
It is one of the fastest growing markets with its subscriber base
doubling in 2005. At this pace, the target of 150 million
subscribers by 2007-2008 is definitely achievable," Alan Hadden,
president of GSA, said at a news conference in New Delhi.
Will GSM maintain its headstart?
At the GSM Evolution Forum held in New Delhi, GSA president
Alan Hadden predicted that GSM growth will far outstrip CDMA as
was happening globally. He felt India could have as many as 200
million GSM subscribers by 2007-2008, up from nine million in
December 2004. According to GSA, there are over 1.1 billion
GSM subscribers worldwide as against 250 million CDMA
customers.
Where are the models?
What will matter a lot in this war will be the availability of EDGE
compliant handsets at affordable rates. While the two CDMA
operators have been giving out handsets that can give hi-speed
data transfer, same has not been the case with GSM. Even now,
GPRS handsets have not become commonplace and GPRS
feature is found only in mid and high-end segment handsets.
End sum game
When the networks deploy EDGE, subscribers can expect the
delivery of advanced mobile services such as easy downloading
of video and music clips, full multimedia messaging, besides
high-speed Internet and e-mail access, provided their handset
supports all this.
But the real cruncher will be the migration at a later stage to 3G
technologies such as WCDMA, EV-DO or EV-DA as and when the
government decides what to do with the 3G licences.