24-09-2013, 02:57 PM
Minor Project Report On MARKET SHARE OF AIRTEL
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Executive Summary
Airtel comes to you from Bharti cellular Limited- a part of the biggest private
integrated telecom conglomerate, Bharti Enterprises. Bharti provides a range of
telecom services, which includes cellular, basic, internet and recently introduced
National Long Distance. Bharti also manufactures and exports telephone terminals
and cordless phones. Apart from being the largest manufacturer of telephone
instruments in India, it is also the first company to export its products to the USA.
Bharti is the leading cellular services provider, with an all India footprint covering all
23 telecom circles of the country. It has over 11 million satisfied customers.
Project title is “Market Share of Airtel”. Main objective of the study was to find the
share of Airtel in the allotted market and to know its potential market. In this, non
telecom shops are targeted and their demand or requirement is understood. Their
interest is being taken into consideration i.e. whether they are interested or not
interested if given an option to them to keep Airtel connection for selling. Also for
existing telecom shops; retailers are being questioned about their level of satisfaction
from the business, whether they keep Airtel connection, overall performance of each
telecom services providers and their feedback for Airtel.
The method which was used to study the replies of the telecom and non telecom
shops that may or may not be interested in having Airtel connections is through
questionnaire. The questionnaires were filled by: - moving to each and every market
which was being allotted. Markets allotted are Rohini sector 11 and 16, Rohini sector
15, 17 and 18 and Rohini sector 9, 13, 14 and Prashant Vihar.
Company Profile
Market
The unprecedented growth in the mobile is, perhaps, the most vivid facet of India’s
economic transformation since the mid 1990’s. Mobile technology and services came
to India less than a decade ago. In the early days, a mobile was seen to be a fashion
statement for the rich. Today, it is expected as a basic communication medium for all
socio- economic segments. As the pioneer and front runner, Airtel has been
instrumental in leading and ushering in the mobile revolution in India.
The Indian mobile market is, today, amongst the fastest growing and the most
competitive in the world.
There were 34.6 million mobile phone subscribers in the country as of April 2004
(source: cellular operators association of India and association of basic telecom
operators) with approximately 7 million subscribers, Airtel commands nearly 20% of
the share of the market- making is the number one brand in the country. Airtel’s
world class service and innovative products have enabled it to establish this position
of leadership.
Bharti Enterprises
Bharti Enterprises is one of India’s leading business groups with interests in telecom,
agri business, insurance and retail.
Bharti Enterprises has successfully focused its strategy on telecom while straddling
diverse fields of business. From the creation of 'Airtel', one of India's finest brands, to
becoming the largest manufacturer and exporter of world class telecom terminals
under its 'Beetel' brand, Bharti has created a significant position for itself in the global
telecommunications sector. Bharti Airtel Limited is today acknowledged as one of
India's finest companies, and its flagship brand 'Airtel', has over 44 million customers
across the length and breadth of India.
While a joint venture with TeleTech Inc., USA marked Bharti’s successful foray into
the Customer Management Services business, Bharti Enterprises’ dynamic
diversification has continued with the company venturing into telecom software
development. Bharti has successfully launched an international venture with EL
Rothschild Group owned ELRO Holdings India Ltd., to export fresh Agri products
exclusively to markets in Europe and USA. Bharti also has a joint venture - ‘Bharti
AXA Life Insurance Company Ltd.’ - with AXA, world leader in financial protection
and wealth management. Bharti has recently forayed into retail business under a
company called Bharti Retail Pvt. Ltd. It also has an MoU with Wal-Mart for the cash
& carry business.
Marketing Research
Research is the scholarly or scientific practice of gathering existing or new
information in order to enhance one's knowledge of a specific area. Research has
many categories, from medicine to literature. Marketing Research, or Market
Research, is a form of business research and is generally divided into two categories:
consumer market research and business-to-business (B2B) market research, which
was previously known as Industrial Marketing Research. Consumer marketing
research studies studies the buying habits of individual people while business-to-
business marketing research investigates the markets for products sold by one
business to another.
Consumer Marketing Research is a form of applied sociology that concentrates on
understanding the behaviours, whims and preferences, of consumers in a market-
based economy. The field of consumer marketing research as a statistical science was
pioneered by Arthur Nielsen with the founding of the ACNielsen Company in 1923.
Market Share
The total amount of money a customer can spend on a certain product category is a
vital piece of information for planning and managing sales and marketing efforts.
This amount is usually referred to as the customer’s wallet (also called opportunity)
for the product category. There are many possible uses for wallet estimates, including
straightforward targeting of sales force and marketing actions towards large wallet
customers and prospects. In a more sophisticated sales and marketing environment,
the combination of classical propensity models for a particular product category with
the knowledge of the wallet for the same category can direct the sales efforts: it
allows a company to market not only to customers or potential customers with a large
wallet, but also to those with a high probability of buying specific products in the
category.
By combining the customer wallet estimates with the data on how much they spend
with a particular seller, we can calculate the share-of-wallet that the seller has of each
customer for a given product category. This information allows the seller to target
customers based on their growth potential, a combination of total wallet and share-
of-wallet. The classical approach of targeting customers that have historically
generated large amounts of revenue for the company (known as lifetime value
modeling) does not give enough importance to customers with a large wallet, but
small share-of-wallet, which are the ones with presumably the highest potential for
revenue growth.