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A
PROJECT REPORT
ON
CUSTOMERS ATTITUDE TOWARDS ADVERTISEMENT WITH SPECIAL
REFERENCE TO AIRTEL AND VODAFONE BRAND
A project report submitted for the partial fulfillment for the
award of the degree of
MASTER OF BUSINESS ADMINISTRATION
(2009-2011)
UNDER THE SUPERVISION:- SUBMITTED BY:-
Ms. Shveta Girdhar BHUPENDER
ROLL NO. - 9053
MBA; 4th
sem.
KEDARNATH AGGARWAL INSTITUTE OF MANAGEMENTCHARKHI DADRI, BHIWANI (HARYANA)
(Affiliated to M.D. University, Rohtak)
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(i)
PREFACE
The successful completion of this project was a unique experience for me because by visiting
many places and interacting various persons, I achieved a better knowledge about customer
attitude. The experience which I gained by doing this project was essential at this turning point
of my career this project is being submitted which content detailed analysis of the research under
taken by me.
The research provides an opportunity to the student to devote his/her skills, knowledge and
competencies required during the technical session.
The research is on the topic Customer Attitude Towards Advertisement With Special Reference
to Airtel and Vodafone Brands at Bhiwani.
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(ii)
ACKNOWLEDGEMENTS
One of the most pleasant parts of writing a report is the opportunity to thank those who have
contributed to the successful completion of it. Unfortunately, the list of expressions of thanks, no
matter how extensive, is always incomplete and inadequate. These acknowledgments are no
exception to it.
In the accomplishment of a task with desired effects, co-operation, assistance guidance & all
motivation were must while completion of my project. I enjoyed all these from all who were
assistance with the field directly or indirectly. So, it becomes my prime duty to thank all those
who showed me the way & helped me in completing my project especially whole time to time
helped me a lot.
I wish to acknowledge the support, assistance and co-operation given to me by the personnel at
KAIM, Ch.Dadri. Words are not sufficient to express my gratitude towards my project guide
Miss. Shveta Girdhar, without whose help & Constant scholarly guidance this project could
have not been successful. I also wish to thank to, Mrs. Supriya Dhillion (Add. Director,
KAIM) & Mr. Sachin Suhag (TPO, KAIM) for their co-operation & help.
(Bhupender)
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CONTENTS
1. Significance of the study2. Review of existing Literature3. Conceptualization
a) Introduction to the topicb) Introduction to the industryc) Introduction to the company
4. Focus of the problem5. Objective and hypotheses6. Research methodology
a) Research designb) Universe and survey populationc) Sampled) Collection of datae) Analysis pattern and data analysis
7. Findings and suggestions8. Limitation of the study9. Organization of study10.Annexure
a) Questionnaireb) Supporting tables, graphs, balance sheets etc
11.References
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SIGNIFICANCE OF THE STUDY
y To analyzes the effectiveness of advertisement in relation to Airtel or Vodafone.y To analyzes consumers attitude toward advertisement.y It is helpful to the advertisers in making advertising strategies.
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REVIEW OF EXISTING LITERATURE
MARIA JOSEPHINE W*, T DEVASENATHIPATHI** AND PARAMESWARAN S***
Advertisement the magical word that rules the word is salesmanship is; the true aim and purpose of advertisement is to sell. Advertisement is not merely a matter of visualizing of
beautiful picture or writing clever slogans, but is also an effective business tools. The ultimate
purchase of advertising is to assist in the selling of a product. It is not good advertising unless it
helps selling the product. This paper focusing on the myths about advertising and about
consumer behavior and advertising. Indusial customer decision making strategy and the mass
consumer decision making strategy have also been included in customers attitude towards
advertisement (with special reference to Airtel and Vodafone). To stabilize the product in the
market as well as to retain its identity, it is necessary and vital to study the attitude of the
customer towards advertisement. The study enlists airtel and Vodafone since they are the giants
in the mobile communication sector in Coimbatore city. The study is based on primary data
obtained through as well designed questionnaire. The questionnaire was administrative to non-
airtel and non-vodafone users. The finding revealed that the respondents feel that there has never
been an ad like Vodafone, some ads are better in terms of technicality and creativity but, for pure
emotion appeals there can be no comparison with the Vodafone ads. The paper concludes that
advertisement will only provide the customer to try the products once but it is the quality of
service that makes the customers buy it again. Vodafone has use the most saleable actors, a quit
child and a boxer dog to impress upon the consumers, which is the objective of the ad. As far as
airtel is concerned, the objective is not that clear .it just asks the user to express, which the user
can do, with the Vodafone too.
Kalpana and Chinnadurai (2006) in their study titled Promotional Strategies of Cellular
Services: A Customer Perspective analyzed that the increasing competition and changing taste
and preferences of the customers all over the world are forcing companies to change their
targeting strategies. The study revealed the customer attitude and their satisfaction towards the
cellular services in Coimbatore city. It was found that advertisement play adominant role in
influencing the customers but most of the customers are of opinion that promotional strategies of
cellular companies are more sale oriented rather than customer oriented.
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INTRODUCTION OF TOPIC
Attitude
In simple terms attitude refers to what a person feels or believes about something. Additionally,attitude may be reflected in how an individual acts based on his or her beliefs. Once formed,attitudes can be very difficult to change. Thus, if a consumer has a negative attitude toward aparticular issue it will take considerable effort to change what they believe to be true.
Attitudes are global or overall evaluating judgments. If I ask you whether you like or dislike my product, if you have a favorable or unfavorable opinion of my product, or if you think myproduct is the best, Im asking you tell me your attitude toward my product. And because attitude
influence consumers purchase and consumption intention, companies are very interested inknowing consumer attitude towards their product,
Attitude Properties
Attitude can vary along several dimensions or properties. Two fundamental properties of attitudeare their valence and extremity.
y Attitude valence:It refers to whether attitude is positive, negative or natural.
y Attitude extremity: It reflects the intensity of the liking or disliking. Even though theconsumer has a positive attitude towards both airtel and Vodafone, he or she may bemuch more favorable toward one brand than other.
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TYPE OF ATTITUDE
Attitude towards objective: It concerning consumers opinion about different products and
it represent an evaluation of the attitude objective, such as a product. For example, judgment
about which product is liked the most, which product has the highest quality, and which product
is the best are based on the persons overall evaluation of the product.
Attitude towards the ads: It represent their global evaluation of an advertisement. The
study unanimously show that advertisement is significant determinant of the product attitudes
held after viewing the ads.
Attitude towards behavior: Attitude behavior represent an evaluation of performing a
particular behavior involving the attitude object, such as buying the product. Although attitudetowards object and attitude towards behavior are usually related, they are not the same. As we
have just seen, someone can have a very favorable attitude towards some product but still have
an unfavorable attitude towards buying the product.
Type of attitude
Attitude
towards
objective
Attitude
towards the
advertisement
Attitude
towards
behavior
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INDUSTRY PROFILE
The Indian telecommunications industry is one of the fastest growing in the world. The industry haswitnessed consistent growth during the last year on the back of rollout of newer circles by operators,
successful auction of third-generation (3G) and broadband wireless access (BWA) spectrum, network
rollout in semi-rural areas and increased focus on the value added services (VAS) market.
According to the Telecom Regulatory Authority of India (TRAI), the number of telephone subscriber
base in the country reached 742.12 million as on October 31, 2010, an increase of 2.61 per cent from
723.28 million in September 2010. With this the overall tele-density (telephones per 100 people) has
touched 62.51. The wireless subscriber base has increased to 706.69 million at the end of October 20 10
from 687.71 million in September 2010, registering a growth of 2.76 per cent.
Meanwhile, Indian Global System of Mobile Communication (GSM) telecom operators added 17.45
million new subscribers in November 2010, taking the all-India GSM cellular subscriber base to 526.18
million, according to the Cellular Operators Association of India (COAI). The GSM subscriber base stood
at 508.72 million at the end of October 2010Today the Indian telecommunications network with over 375 Million subscribers is second
largest network in the world after China. India is also thefastest growing telecom market in the
world with an addition of 9- 10 million monthly subscribers. The Department of
Telecommunications has been able to provide state of the art world-class infrastructure at
globally competitive tariffs and reduce the digital divide by extending connectivity to the
unconnectedareas. India has emerged as a major base for the telecom industry worldwide.Thus
Indian telecom sector has come a long way in achieving its dream ofproviding affordable and
effective communication facilities to Indian citizens.As a result common man today has access
to this most needed facility. The reform measures coupled with the proactive policies of the
Department of Telecommunications have resulted in an unprecedented growth of the telecomsector.According to TRAI, by the end of February, the total number of subscribers hadreached413 million. Of this, 91% were mobile phone subscribers. The risingnumber of subscribers has
pushed the tele-density to 35.62% showing astupendous annual growth of about 50%, one of the
highest in any sector of theIndian Economy. Also industry estimates show that telecom industry
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in Indiawill witness a compound annual growth rate (CAGR) of 26% to reach 3, 44,921crore by
2012. It is set to generate employment opportunities for close to 10 million. Indias telecom
sector has shown massive upsurge in the recent years in allrespects of industrial growth. From
the status of state monopoly with verylimited growth, it has grown in to the level of an industry.
Telephone, whether fixed landline or mobile, is an essential necessity for the people of India.
Thischanging phase was possible with the economic development that followedthe process of
structuring the economy in the capitalistic pattern. Removal of restrictions on foreign capital
investment and industrial de-licensing resulted in fast growth of this sector. At present the
countrys telecom industry has achieved a growth rate of14per cent. Till 2000, though cellular
phone companies were present, fixed landlines were popular in most parts of the country, with
government of India setting up the Telecom Regulatory Authority of India, and measures to
allownew players country, the featured products in the segment came into prominence.Indian
Telecom sector, like any other industrial sector in the country, has gone through many phases of
growth and diversification. Starting from telegraphicand telephonic systems in the 19th century,
the field of telephoniccommunication has now expanded to make use of advanced technologieslike GSM, CDMA and WLL to the great 3G Technology in mobilephones. Day by day, both the
Public Players and the Private Players areputting in their resources and efforts to improve the
telecommunicationtechnology so as to give the maximum to their customers.The huge potential
offered by the untapped rural market will help push growthfor telecom operators in the years to
come. At present, rural India accounts for just 27% of the countrys cellular base, though it
constitutes 70% of thepopulation
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COMPANY PROFILE
BHARTI AIRTEL
Bharti Airtel formerly known as Bharti Tele-Ventures LTD (BTVL) is the largest cellular
service provider in India, with more than 110 million subscribers as of 2009. With this, Bharti is
now the world's third-largest, single-country mobile operator and sixth-largest integrated telecom
operator. It also offers fixed line services and broadband services. It offers its TELECOM
services under the Airtelbrand and is headed by Sunil Bharti Mittal. The company also provides
telephone services and Internet access over DSL in 14 circles. It also acts as a carrier for national
and international long distance communication services. The company has a submarine cable
landing station at Chennai, which connects the submarine
cable connecting Chennai and Singapore. The businesses at Bharti Airtel have always been
structured into three individual strategic business units (SBU's) - Mobile Services, Airtel
Telemedia Services & Enterprise Services. The mobile business provides mobile & fixed
wireless services using GSM technology across 23 telecom circles while the Airtel Telemedia
Services business offers broadband &telephone services in 95 cities and has recently launched a
Direct-to-Home (DTH) service, Airtel Digital TV. Shahrukh Khan is the brand embassador of
the mobile company and Kareena Kapoorand Saif Ali Khan are the brand embassadors of the
DTH company. The company provides end-to-end data and enterprise services to the corporate
customers through its nationwide fiber optic backbone, last mile connectivity in fixed-line andmobile circles, VSATs, ISP and international bandwidth access through the gateways and
landing station. Globally, Bharti Airtel is the 3rd largest in-country mobile operator by
subscriber base, behind China Mobile and China Unicom. In India, the company has a 24.6%
share of the wireless services market, followed by 17.7% for Reliance Communications and
17.4% for Vodafone Essar. In January 2010, company anonced that Manoj Kohili, joint
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managing director and chief executive of Indian and South Asian operations, will become the
chief executive of the international business group from 1st of April 2010. He will be overseeing
Bharti's overseas business. Deputy Chief Executive Sanjay Kapoor will replace Mr. Kohli and
will be the CEO with effective from April 1 2010
Brands
Airtel
Airtel is abrand of telecommunication services in India, Bangladesh and in Sri Lanka owned and
operated by Bharti Airtel. It is the largest cellular service provider in India in terms of number of
subscribers. Services are offered under the brand name Airtel: Mobile Services (using GSM
Technology), Broadband & Telephone Services (Fixed line,Internet Connectivity(DSL) and
Leased Line), Long Distance Services and EnterpriseServices (Telecommunications Consulting
for corporates). It has presence in all 23 circles of the country and covers 71% of the current
population (as of Financial Year 2007). Airtel has also launched 16Mb/s broadband plans in
India, making it the first ISP to do so.
Airtel Sri Lanka
In December 2008, Bharti Airtel rolled out third generation services in Sri Lanka in association
with Singapore Telecommunications. SingTel is a major player in the 3G space in Asia. It
operates third generation networks in several markets across Asia. Airtel's operation in Sri
Lanka, known as Airtel Lanka, commenced operations on the 12th of January 2009.
Airtel in Bangladesh
In January 2010, it was announced that the Bangladesh Telecommuncations Regulatory
Commission (BTRC) of The People's Republic of Bangladesh had given Bharti Airtel the go
ahead to acquire a 70% stake in the Bangladesh business of Abu Dhabi based Warid Telcom.
The latter had till date invested a total of $600 million, with plans to bring their Bangladesh
investments to the $1 billion mark. Airtel's 70% stake in the company is said to be at a cost of an
initial $300 million.
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Touchtel
Until September18, 2004, Bharti provided fixed-line telephony and broadband services under
the Touchtelbrand. Bharti now provides all telecom services including fixed-line services under
a common brand "Airtel".
BlackBerry
On 19 October 2004 Airtel announced the launch of a BlackBerry Wireless Solution in India.
The launch is a result of a tie-up between Bharti Tele-Ventures Limited and Research In Motion
(RIM).
Digital TV
On 9 October 2008, Airtel joined the DTHbandwagon in India with Airtel Digital TV, a Direct-
to-Home Television service.
iPhone 3G
The Apple iPhone 3G was rolled out in India on 22 August 2008 via Airtel & Vodafone. Airtel
& Vodafone have launched the newly released iPhone 3GS (16GB & 32GB) in August 2009 in
India.
Merger talks
In May 2008, it emerged that Bharti Airtel was exploring the possibility of buying the MTN
Group, a South Africa-based telecommunications company with coverage in 21 countries in
Africa and the Middle East. The FinancialTimes reported that Bharti wasconsidering offering
US$45 billion for a 100% stake in MTN, which would be the largestoverseas acquisition ever by
an Indian firm. However, both sides emphasize the tentative nature of the talks, while The
Economist magazine noted, "If anything, Bharti would be marrying up," as MTN has more
subscribers, higher revenues and broader geographiccoverage. However, the talks fell apart as
MTN group tried to reverse the negotiations bymaking Bharti almost a subsidiary of the new
company.In May 2009, Bharti Airtel again confirmed that it is in Talks with MTN and
companies have now agreed discuss the potential transaction exclusively by July 31, 2009.
BhartiAirtel said in a statement Bharti Airtel Ltd is pleased to announce that it has renewed its
effort for a significant partnership with MTN Group". Talks eventually ended without
agreement, some sources stating that due to the South African government opposition.
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Sponsorship
Bharti Airtel signed a five-year deal with ESPN Star Sports to become the title sponsor of the
Champions League Twenty20 cricket tournament. The tournament itself is named "Airtel
Champions League Twenty20."
History
Sunil Bharti Mittal founded the Bharti Group. In 1983, Sunil Mittal was into an agreement with
Germany's Siemens to manufacture the company's push-button telephone models for the Indian
market. In 1986, Sunil Bharti Mittal incorporated Bharti Telecom Limited (BTL) and his
company became the first in India to offer push-button telephones, establishing the basis of
Bharti Enterprises. This first-mover advantage allowed Sunil Mittal to expand his manufacturing
capacity elsewhere in the telecommunications market. By the early 1990s, Sunil Mittal had also
launched the country's first fax machines and its first cordless telephones. In 1992, Sunil Mittal
won a bid to build a cellular phone network in Delhi. In 1995, Sunil Mittal incorporated the
cellular operations as Bharti Tele-Ventures and launched service in Delhi. In 1996, cellular
service was extended to Himachal Pradesh. In 1999, Bharti Enterprises acquired control of JT
Holdings, and extended cellular operations to Karnataka and Andhra Pradesh. In 2000, Bharti
acquired control of Skycell Communications, in Chennai. In 2001, the company acquired control
of Spice Cell in Calcutta. Bharti Enterprises went public in 2002, and the company was listed on
Bombay Stock Exchange and National Stock Exchange of India. In 2003, the cellular phone
operations were rebranded under the single Airtel brand. In 2004, Bharti acquired control of
Hexacom and entered Rajasthan. In 2005, Bharti extended its network to Andaman and Nicobar.
In 2009, Airtel launched its first international mobile network in Sri Lanka. In 2010, Airtel began
operating in Bangladesh and 16 African countries.
Today, Airtel is the largest cellular service provider in India and fifth largest in the world.
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Acquisitions and Mergers
(a) MTNIn May 2008, it emerged that Bharti Airtel was exploring the possibility of buying the MTN
Group, a South Africa-based telecommunications company with coverage in 21 countries
in Africa and the Middle East. The FinancialTimes reported that Bharti was considering offering
US$45 billion for a 100% stake in MTN, which would be the largest overseas acquisition ever by
an Indian firm. However, both sides emphasize the tentative nature of the talks, while The
Economistmagazine noted, "If anything, Bharti would be marrying up," as MTN has more
subscribers, higher revenues and broader geographic coverage.[18] However, the talks fell apart as
MTN group tried to reverse the negotiations by making Bharti almost a subsidiary of the new
company.[19]
In May 2009, Bharti Airtel again confirmed that it is in Talks with MTN and companies have
now agreed discuss the potential transaction exclusively by July 31, 2009.[20] Bharti Airtel said in
a statement "Bharti Airtel Ltd is pleased to announce that it has renewed its effort for a
significant partnership with MTN Group".[21]
Talks eventually ended without agreement, due to the South African government opposition.[22]
(b) ZainIn March 2010, Bharti struck a deal to buy the Kuwait firm's mobile operations in 15 African
countries, in India's second biggest overseas acquisition after Tata Steel's $13 billion buy of
Corus in 2007. Bharti Airtel completed its $9 billion acquisition of African operations from
Kuwait's Zain, making the firm the world's No. 5 wireless carrier by subscribers.
Airtel operates in the following countries:
Country Site Remarks
Bangladesh bd.airtel.comAirtel Bangladesh
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had about 3.2
million million
customers at the
end of 2010.[7]
Burkina Faso africa.airtel.com/burkina
Airtel Burkina Faso
is the dominant
player with
1,433,000
customers
representing 50%
market share.[8]
Chad africa.airtel.com/chad
Airtel Chad is the
no. 1 operator with
69% market
share.[8]
Democratic Republic of the Congo africa.airtel.com/drc
Gabon africa.airtel.com/gabon
Airtel Gabon has
829,000 customers
and its market share
stood at 61%.[9]
Ghana africa.airtel.com/ghana
Airtel Ghana had
about 1.76 million
customers at the
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end of 2010.[10]
India airtel.in
Airtel is the market
leader with almost
152.5 million
customers at the
end of 2010.[11]
Kenya africa.airtel.com/kenya
Airtel Kenya is the
second largest
operator and has 4
million
customers.[12]
Madagascar africa.airtel.com/madagascar
Airtel holds second
place in the mobile
telecom market in
Madagascar, has a
39% market share
and over1.4
million
customers.[8]
Malawi africa.airtel.com/malawi
Airtel Malawi is the
market leader with
a market share of
72%.[8]
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Niger africa.airtel.com/niger
Airtel Niger is the
market leader with
a 68% market
share.[8]
Nigeria ng.airtel.com
Republic of the Congo africa.airtel.com/congob
Airtel Congo is the
market leader with
a 55% market
share.[8]
Seychelles africa.airtel.com/seychelles
Airtel is the leading
comprehensive
telecommunications
services providers
with over 55%
market share of
mobile market in
Seychelles.[13]
Sierra Leone africa.airtel.com/sierra
Sri Lanka airtel.lk
Airtel Lanka
commenced
operations on 12
January 2009. It
had about 1.8
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million mobile
customers at the
end of 2010.[14]
Tanzania africa.airtel.com/sierra
Airtel Tanzania is
the market leader
with a 38% market
share.[8]
Uganda africa.airtel.com/uganda
Airtel Uganda
stands as the no. 2
operator with a
market share of
38%.[8]
Zambia africa.airtel.com/zambia
Channel Islands : Jersey and
Guernsey
airtel-vodafone.je
Airtel operates in
the Channel Islands
under the brand
name Airtel-
Vodafone through
an agreement with
Vodafone.
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VODAFONE ESSAR
Vodafone Essar, previously Hutchison Essar is a cellular operator in India that covers 16
telecom circles in India Despite the official name being Vodafone Essar, its products are simply
branded Vodafone. It offers both prepaid and postpaid GSM cellular phone coverage throughout
India and is especially strong in the major metros. Vodafone Essar provides 2G services based on
900 MHz and 1800 MHz digital GSM technology, offering voice and data services in 16 of the
country's 23 licence areas. Vodafone Essar, previously Hutchison Essar is a cellular operator in
India that covers 16 telecom circles in India . Despite the official name being Vodafone Essar, its
products are simply branded Vodafone. It offers both prepaid and postpaid GSM cellular phone
coverage throughout India and is especially strong in the major metros. Vodafone Essar provides
2G services based on 900 MHz and 1800 MHz digital GSM technology, offering voice and data
services in 16 of the country's 23 licence areas.
OWNERSHIP:
Vodafone Essar is owned by Vodafone 52%, Essar Group 33%, and other Indian nationals, 15%.
On February 11, 2007, Vodafone agreed to acquire the controlling interest of 67% held by Li Ka
Shing Holdings in Hutch-Essar for US$11.1 billion, pipping Reliance Communications, Hinduja
Group, and Essar Group, which is the owner of the remaining 33%. The whole company was
valued at USD 18.8 billion . The transaction closed on May 8, 2007.
PREVIOUS BRANDS:
In December 2006, Hutch Essar re-launched the "Hutch" brand nationwide, consolidating its
services under a single identity. The Company entered into agreement with NTT DOCOMO to
launch i-mode mobile Internet service in India during 2007. The company used to be named
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Hutchison Essar, reflecting the name of its previous owner, Hutchison. However, the brand was
marketed as Hutch. After getting the necessary government approvals with regards to the
acquisition of a majority by the Vodafone Group, the company was rebranded as Vodafone
Essar. The marketing brand was officially changed to Vodafone on 20 September 2007. On
September 20, 2007 Hutch becomes Vodafone in one of the biggest brand transition exercises in
recent times. Vodafone Essar is spending somewhere in the region of Rs 250 crores on this high-
profile transition being unveiled today. Along with the transition, cheap cell phones have been
launched in the Indian market under the Vodafone brand. There are plans to launch cobranded
handsets sourced from global vendors as well. A popular daily quoted a Vodafone Essar director
as saying that "the objective is to leverage Vodafone Group's global scale in bringing millions of
low-cost handsets from across-the world into India." While there is no revealing the prices of the
low-cost Vodafone handsets, the industry is abuzz that prices might start at Rs 666, undercutting
Reliance Communications' much-hyped 'Rang Barse' with cheap handsets beginning at Rs 777.
Meanwhile, Vodafone Essar sources said there would be no discounts or subsidized handset
offers -- rather handset-bundled schemes for customers. Incidentally, China's ZTE, which is
looking to set-up a manufacturing unit in the country, is expected to provide several Vodafone
handsets in India. Earlier this year, Vodafone penned a global low-cost handset procurement deal
with ZTE.
APPLE I PHONE 3G:
Vodafone has successfully launched the Apple iPhone 3G in India. It has been made available to
its consumers from the 22nd of August. The phone's launch saw a big celebration at select
Vodafone stores and Vodafone sponsored malls across the country.
GROWTH OF HUTCHISON ESSAR (1992-2005):
In 1992 Hutchison Whampoa and its Indian business partner established a company that in 1994
was awarded a licence to provide mobile telecommunications services in Mumbai (formerly
Bombay) and launched commercial service as Hutchison Max in November1995. Analjit Singh
of Max still holds 12% in company. By the time of Hutchison Telecom's Initial Public Offering
in 2004, Hutchison Whampoa had acquired interests in six mobile telecommunications operators
providing service in 13 of India's 23 licence areas and following the completion of the
acquisition of BPL that number increased to 16. In 2006, it announced the acquisition of a
company that held licence applications for the seven remaining licence areas. In a country
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growing as fast as India, a strategic and well managed business plan is critical to success.
Initially, the company grew its business in the largest wireless markets in India in cities like
Mumbai, Delhi and Kolkata. In these densely populated urban areas it was able to establish a
robust network, well known brand and large distribution network -all vital to longterm success in
India. Then it also targeted business users and high-end post-paid customers which helped
Hutchison Essar to consistently generate a higher Average Revenue Per User ("ARPU") than its
competitors. By adopting this focused growth plan, it was able to establish leading positions in
India's largest markets providing the resources to expand its footprint nationwide. In February
2007, Hutchison Telecom announced that it had entered into a binding agreement with a
subsidiary of Vodafone Group Plc to sell its 67% direct and indirect equity and loan interests in
Hutchison Essar Limited for a total cash consideration (before costs, expenses and interests) of
approximately US$11.1 billion or HK$87 billion. 1992: Hutchison Whampoa and Max Group
established Hutchison Max
2000: Acquisition of Delhi operations Entered Calcutta and Gujarat markets through ESSAR
acquisition
2001: Won auction for licences to operate GSM services in Karnataka, Andhra Pradesh and
Chennai
2003: Acquired AirCel Digilink (ADIL - Essar Subsidiary) which operated in Rajastan, Uttar
Pradesh East and Haryana telecom circles and renamed it under Hutch brand
2004: Launched in three additional telecom circles of India namely 'Punjab', 'Uttar Pradesh West'
and 'West Bengal'
2005: Acquired BPL, another mobile service provider in India
2008: Vodafone acquired Dishnet Wireless, a service provider in Orissa and has successfully
launched its services in the following circle.
2008: Vodafone launched the Apple iPhone 3G to be used on its 17 circle 2G network. Hutch
was often praised for its award winning advertisements which all follow a clean, minimalist look.
A recurrent theme is that its message Hello stands out visibly though it uses only white letters on
red background. Another recent successful ad campaign in 2003
featured a pug named Cheeka following a boy around in unlikely places, with the tagline,
Wherever you go, our network follows. The simple yet powerful advertisement campaigns
won it many admir
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Vodafone Group plc
Type
Public limited company
(LSE: VOD,
NASDAQ: VOD)
Industry Telecommunications
Predecessor1
9831
991
Racal Telecom
Founded 1984
Headquarters London, United Kingdom
Area served Worldwide
Key people
Sir John Bond (Chairman)
Vittorio Colao (CEO)
John Buchanan (Deputy
Chairman)
Andy Halford (CFO)
Services Telecommunications
Revenue 44.47 billion (2010)
[1]
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Operating income 9.480 billion (2010)[1]
Profit 8.645 billion (2010)[1]
Total assets 156.98 billion (2010)[1]
Total equity 90.38 billion (2010)[1]
Employees 84,990 (March - 2010)[1]
Website Vodafone.com
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Chief Executives
Name Between
Sir Gerald Whent October1988 December1996
Sir Christopher Gent January 1997 July 2003
Arun Sarin July 2003 July 2008
Vittorio Colao July 2008 present
In a period just short of twenty years from its initial public offering, the Company had had just
three Chief Executives. The fourth CEO, Vittorio Colao, stepped up from Deputy Chief
Executive in July 2008. Each of his predecessors made a personal contribution to the
development of the Company.
SirGerald Whent, at that time an Executive with Racal Electronics plc, was responsible for the
bid for a UK Cellular Network licence. The Mobile Telecoms division was de-merged, and was
floated on the London Stock Exchange in October1988 and Sir Gerald became Chief Executive
of Racal Telecom plc. Over the next few years the company grew to become the UK's MarketLeader, changing its name to Vodafone Group plc in the process.
SirChristopher Gent took over as Chief Executive in January 1997, after Sir Gerald's retirement.
Sir Christopher was responsible for transforming Vodafone from a small UK operator into the
global behemoth that it is today, through the merger with the American AirTouch and the
takeover of Germany's Mannesmann.
Arun Sarin was the driving force behind the Company's move into emerging markets such asAsia and Africa, through the purchases such as that of Turkish operator Telsim, and a majority
stake in Hutchison Essar in India. Faced with increased competition, and penetration rates above
100% in the more mature European markets, he saw it necessary to diversify from being a
mobile-only business into a company which provided all telecommunications services. This has
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seen Vodafone launch DSL and other fixed-line services in markets such as Germany and the
UK.
History:
In 1982 Racal Electronics plc's subsidiary Racal Strategic Radio Ltd. won one of two UK
cellular telephone network licences. The network, known as Racal Vodafone was 80% owned
by Racal, with Millicom and the Hambros Technology Trust owning 15% and 5% respectively.
Vodafone was launched on 1 January 1985. Racal Strategic Radio was renamed Racal
Telecommunications Group Limited in 1985.On 29 December 1986 Racal Electronics bought
out the minority shareholders of Vodafone for GB110 million. In September1988 the company
was again renamed Racal Telecom and on 26 October1988 Racal Electronics floated 20% of the
company. The flotation valued Racal Telecom at GB1.7billion. On 16 September1991Racal
Telecom was demerged from Racal Electronics as Vodafone Group. In July 1996 Vodafone
acquired the two thirds of Talkland it did not already own for 30.6 million. On 19 November
1996, in a defensive move, Vodafone purchased Peoples Phone for 77 million, a 181 store chain
whose customers were overwhelmingly using Vodafone's network. In a similar move the
company acquired the 80% of Astec Communications that it did not own, a service provider with
21 stores. In 1997 Vodafone introduced its Speechmarklogo, as it is a quotation markin a circle;
the O's in the Vodafone logotype are opening and closing quotation marks, suggesting
conversation. On 29 June 1999 Vodafone completed its purchase ofAirTouch Communications,
Inc. and changed its name to Vodafone Airtouch plc. Trading of the new company commenced
on 30 June 1999. To approve the merger, Vodafone sold its 17.2% stake in E-Plus Mobilfunk.
The acquisition gave Vodafone a 35% share of Mannesmann, owner of the largest German
mobile network. vodafone's original logo used until the introduction of the speechmark logo in
1998. On 21 September1999 Vodafone agreed to merge its U.S. wireless assets with those of
Bell Atlantic Corp to form Verizon Wireless. The merger was completed on 4 April 2000. In
November 1999 Vodafone made an unsolicited bid for Mannesmann, which was rejected.
Vodafone's interest in Mannesmann had been increased by the latter's purchase of Orange, the
UK mobile operator.Chris Gent would later say Mannesmann's move into the UK broke a
"gentleman's agreement" not to compete in each other's home territory. The hostile takeover
provoked strong protest in Germany and a "titanic struggle" which saw Mannesmann resist
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Vodafone's efforts. However, on 3 February 2000 the Mannesmann board agreed to an increased
offer of 112bn, then the largest corporate merger ever. The EU approved the merger in April
2000. The conglomerate was subsequently broken up and all manufacturing related operations
sold off. In 2001 the Company took overEircell, then part ofeircom in Ireland, and rebranded it
as Vodafone Ireland. It then went on to acquire Japan's third-largest mobile operator J-Phone,
which had introduced camera phones first in Japan. On 17 December 2001Vodafone introduced
the concept of "Partner Networks" by signing TDC Mobil of Denmark. The new concept
involved the introduction of Vodafone international services to the local market, without the
need of investment by Vodafone. The concept would be used to extend the Vodafone brand and
services into markets where it does not have stakes in local operators. Vodafone services would
be marketed under the dualbrand scheme, where the Vodafone brand is added at the end of the
local brand. (i.e., TDC Mobil-Vodafone etc.) In February 2002 Finland was added into the
mobile community, as Radiolinja is signed as a Partner Network. Radiolinja later changed its
named to Elisa. Later that year the Company rebranded Japan's J-sky mobile internet service as
Vodafone live! and on 3 December 2002 the Vodafone brand was introduced in the Estonian
market with signing of a Partner Network Agreement with Radiolinja (Eesti). Radiolinja (Eesti)
later changed its name to Elisa. On 7 January 2003 the Company signed a group-wide Partner
agreement with mobilkomAustria. As a result, Austria, Croatia, and Slovenia were added to the
community. In April2003 Og Vodafone was introduced in the Icelandic market and in May 2003
Vodafone Italy (Omnitel Pronto-Italia) was rebranded Vodafone Italy. On 21 July 2003
Lithuania was added to the community, with the signing of a Partner Network agreement with
Bit. In February 2004 Vodafone signed a Partner Network Agreement with Luxembourg's
LuxGSM and a Partner Network Agreement with Cyta of Cyprus. Cyta agreed to rename its
mobile phone operations to Cytamobile-Vodafone. In April 2004 the Company purchased
Singlepoint airtime provider from John Caudwell (Caudwell Group) and approx 1.5million
customers onto its base for 405million, adding sites in Stoke on Trent (England) to existing
sites in Newbury (HQ), Birmingham, Warrington and Banbury. In November 2004 Vodafone
introduced 3G services into Europe. In June 2005 the Company increased its participation in
Romania's Connex to 99% and also bought the Czech mobile operator Oskar. On 1 July 2005
Oskar of the Czech Republic was rebranded as Oskar-Vodafone. Later that year on 17 October
2005 Vodafone Portugal launched a revised logo, using new text designed by Dalton Maag, and
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a 3D version of the Speechmark logo, but still retaining a red background and white writing (or
vice versa). Also, various operating companies started to drop the use of the SIM card pattern in
the company logo. (The rebranding of Oskar-Vodafone and Connex-Vodafone also does not use
the SIM card pattern.) A custom typeface by Dalton Maag (based on their font family InterFace)
formed part of the new identity. On 28 October 2005 Connex in Romania was rebranded as
Connex-Vodafone and on 31October 2005 the Company reached an agreement to sell Vodafone
Sweden to Telenor for approximately 1 billion. After the sale, Vodafone Sweden became a
Partner Network. In December 2005 Vodafone won an auction to buy Turkey's second-largest
mobile phonecompany, Telsim, for$4.5 billion. In December 2005 Vodafone Spainbecame the
secondmember of the group to adopt the revised logo: it was phased in over the following six
months in other countries. In 2006 the Company rebranded its Stoke-on-Trent site as Stoke
Premier Centre, a centre of expertise for the company dealing with Customer Care for its higher
value customers, technical support, sales and credit control. All cancellations and upgrades
started to be dealt with by this call centre. On 5 January 2006 Vodafone announced the
completion of the sale ofVodafone Sweden to Telenor. On February 2006 the Company closed
its Birmingham Call Centre. In 1 February 2006 Oskar Vodafone became Vodafone Czech
Republic, adopting the revised logo and on 22 February 2006 the Company announced that it
was extending its footprint to Bulgaria with the signing of Partner Network Agreement with
Mobiltel, which is part of mobilkom Austria group. On 12 March 2006 former chief, Sir
Christopher Gent, who was appointed the honorary post Chairman for Life in 2003, quits
following rumours of boardroom rifts. In April 2006 the Company announced that it has signed
an extension to its Partner Network Agreement with BITE Group, enabling its Latvian subsidiary
"BITE Latvija" to become the latest member of Vodafone's global partner community. Also in
April 2006 Vodafone Sweden changed its name to Telenor Sverige AB and Connex-Vodafone
became Vodafone Romania, also adopting the new logo. On 30 May 2006 Vodafone announced
the biggest loss in British corporate history (14.9 billion) and plans to cut 400 jobs; it reported
one-off costs of 23.5 billion due to the revaluation of its Mannesmann subsidiary. On 24 July
2006 the respected head of Vodafone Europe, Bill Morrow, quit unexpectedl and on 25 August
2006 the Company announced the sale of its 25% stake in Belgium's Proximus for 2 billion.
After the deal, Proximus was still part of the community as a Partner Network. On 5 October
2006 Vodafone announced the first single brand partnership with Og Vodafone which would
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operate under the name Vodafone Iceland and on 19 December 2006 the Company announced
the sale of its 25% stake in Switzerland's Swisscom for CHF4.25 billion (1.8 billion). After the
deal, Swisscom would still be part of the community as a Partner Network. Finally in December
2006 the Company completed the acquisition of Aspective, an enterprise applications systems
integrator in the UK, signaling Vodafone's intent to grow a significant presence and revenues in
the ICT marketplace. Early in January 2007 Telsim in Turkey adopted Vodafone dual branding
as Telsim Vodafone and on 1 April 2007 Telsim Vodafone Turkey dropped its original brand
and became Vodafone Turkey. On 1 May 2007 Vodafone added Jersey and Guernsey to the
community, as Airtel was signed as Partner Network in both crown dependencies. In June2007
the Vodafone live! mobile Internet portal in the UK was relaunched. Front page was now
charged for and previously "bundled" data allowance was removed from existing contract terms.
All users were given access to the "full" web rather than a Walled Garden and Vodafone became
the first mobile network to focus an entire media campaign on its newly launched mobile
Internet portal in the UK. On 1 August 2007 Vodafone Portugal launched Vodafone Messenger,
a service with Windows Live Messengerand Yahoo! Messenger. On 17 April 2008 Vodafone
extended its footprint to Serbia as Vip mobile was added to the community as a Partner Network
and on 20 May 2008 the Company added VIP Operatoras a Partner Network thereby extending
the global footprint to Macedonia. In May 2008 Kall of the Faroe Islands rebranded as Vodafone
Faroe Islands.
Financial results of Vodafone
Vodafone reports its results in accordance with International Financial Reporting Standards
(IFRS).
Vodafone has some large minority stakes, which are not included in its consolidated turnover. In
order to provide additional information on the overall scale and growth trends of its business, it
publishes "proportionate turnover" figures, and these are included in the tables below. Forexample, if a business in which it owns a 45% stake has turnover of 10 billion, that equals 4.5
billion of proportionate turnover for Vodafone. Proportionate turnover is not an official
accounting measure, and Vodafone's proportionate turnover should be compared with other
companies' statutory turnover.
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Vodafone also produces proportionate customer number figures on a similar basis, e.g. if an
operator in which it has a 30% stake has 10 million customers that equals 3 million proportionate
Vodafone customers. This is a common practice in the mobile telecommunications industry.
Year ended
31 March
Turnover
m
Profit before
tax m
Profit for the
year m
Basic eps
(pence)
Proportionate
customers (m)
2009 41,017 4,189 3,080 5.81 302.6
2008 35,478 9,001 6,756 12.56 260
2007 31,104 (2,383) (5,297) (8.94) 206.4
2006* 29,350 (14,835) (21,821) (35.01) 170.6
2005 34,073 7,951 6,518 9.68 154.8
2004 36,492 9,013 6,112 8.70 133.4
*Losses for year to 31 March 2006 reflect write downs of assets, principally in relation to the
Mannesmann acquisition. Proportionate turnover includes 7,100 million from discontinued
operations.
The group's recent first quarter trading update (24 July 2009) saw management reiterating its
profit guidance for the full year. Whilst revenues across Europe had been relatively weak,
mirroring general economic conditions, there had been a positive showing from South Africa,
with the company's Indian purchase of Hutchison Essar continuing to generate returns.
Meanwhile, its joint venture with Verizon in the US had strengthened further, with Vodafone's
overall customer base now standing at 315 million - 8 million having been added during the first
quarter. In addition, management noted that its cost reduction programme, targeted to save 1bn
in operating costs by the end of the 2011 financial year, would reach 65pc of its target by the end
of the current financial year.[43] The Group admitted in August 2010 that 1.25 billion in tax that
should have been paid in Britain was actually paid in Luxembourg and elsewhere
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FOCUS OF THE PROBLEM
To stabilize themselves in the market as well as to retain identity, it is necessary and vital to
study the attitude of the customers towards advertisement. Sales management is also one of the
reasons behinds the effectiveness of advertisements. Since advertisement is one of the vital
factors responsible for product identification by the public, the study enlists Airtel and Vodafone
who are the giants among the mobile communication brands in Coimbatore city
The focus of this study is on Customers attitude towards advertisement with special reference to
Airtel and Vodafone brands
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OBJECTIVE OF THE STUDY
The present study has the following objective:
y To study the consumers attitude toward advertisement performance of Airtel andVodafone.
y To analyzes the opinions and belief of consumers about advertisement.y To give fruitful suggestions on the basis of the study.y Role of advertisement on the buying behavior of the customery To find out which telecom company has good advertising and what type of
advertising subscribers like.
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RESEARCH METHODOLOGY
MARKET RESEARCH DESIGN : Exploratory
DATA SOURCE : Primary & secondary
RESEARCH APPROACH : Survey method
RESEARCH INSTRUMENTS : Questionnaire
AREA : Charkhi Dadri, Bhiwani
SAMPLE SIZE : 100 samples
SAMPLING TECHNIQUE : CONVENIENCE SAMPLING
Sample Size
A sample size of 100 people was selected to do this project, which was random sampling
keeping in mind the basic criteria. The procedure for conducting the study requires a lot of
attention to paid, for it has a direct bearing on securing reliable and meaningful information. It is
because of this reason the research methodology adopted for a study needs to be elaborated upon.
At the same time Research Methodology helps the researcher to give his reason for adopting a
certain cause of action, while ruling out the other. With this idea in mind, the methodology has
been separately mentioned in this study.
Statement of the Problem
The very first step in the conduct of research calls on a careful definition of the problem. The
present work has been undertaken in view to analyze the effect of advertisement converting
prospectus into customers.
Research Design
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Research design is the plan for a study that will lead to the most economical method for
collection of the required data and their analysis. It is a proposed and properly designed most of
unnecessary and useless labors in collecting unnecessary data will be saved. The research is
mainly of three types:
1. Exploratory2. Descriptive3. ExperimentationThe present study is descriptive cum exploratory in nature, for it seeks to discover the ideas and
insights and to bring out new relationships.
Sample Design
In most of the research studies, the amount of work is always limited by shortage of time and
resources within these limitations, for the present study the sample is selected stratified random
sample.
Data Collection Method
In fact, the data collection is a basic step and of vital importance, on which success or failure ofthe study depends. All marketing researchers can adopt two sources for investigation.
A. Primary dataB. Secondary dataIn this present study, we have used the method of primary and secondary data collection. The
survey technique is used to collect the data through personal interview & telephonic interview.
ANALYSIS PATTERN AND DATA ANALYSIS
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Q 1 Are you aware about the both brands?
Interpretation:
This chart show that 100% responder are know about the both the brands Airtel as
well as Vodafone.
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Yes No
Series1
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Q 2 Which brands advertisement is more understandable to you?
Interpretation:
Vodafones brand advertisement is more understable than Airtels advertisement
by responders.
Q 3 Which brands advertisement is more attractive?
55%
45%
vodafone airtel
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Interpretation:
My survey describe that Advertisement of Vodafone brand is more attractive
rather than Airtel brands.
Q 4 Who has more creative advertisement?
Vodafone
45%
Airtel
55%
Chart Title
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Vodafone Airtel
Series1
Vodafone
Airtel
Series1
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Interpretation:
Advertisement of Vodafone brand is more creative rather than Airtel brands.
67% responders said that Vodafone brands advertisement is more creative but only 33%
responder respond that Airtel brands advertisement is more creative.
Q 5 Which brands slogans do you like more?
Vodafone
45%
Airtel
55%
Chart Title
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Vodafone Airtel
Series1
Vodafone
Airtel
Series1
0
10
20
30
40
50
60
Vodafone Airtel
Series1
0
10
20
30
40
50
60
Vodafone
Airtel
Series1
Vodafone
67%
Airtel
33%
Chart Title
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Interpretation:
The slogan of Airtel brand is more attractive thats why respondent like more
Airtels slogans than vodafones slogan. As my survey (52%) respondent like Airtel slogans and
48% respondent like Vodafone slogans.
Q 6 Which brands advertisement has more frequency?
Vodafone
45%
Airtel
55%
Chart Title
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Vodafone Airtel
Series1
Vodafone
Airtel
Series1
0
10
20
30
40
50
60
Vodafone Airtel
Series1
0
10
20
30
40
50
60
Vodafone
Airtel
Series1
46 47 48 49 50 51 52
Vodafone
Airtel
Series1
46 47 48 49 50 51 52
Vodafone
Airtel
Series1
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Interpretation:
The frequency of Vodafone brands advertisement is more than the advertisement
of the Airtel brand.
Q 7 If you have to choose which one would you like?
0
10
20
30
40
50
60
70
Vodafone Airtel
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Interpretation:
Maximum respondent says that they will choose the Vodafone brands (53%) rather
than Airtel brands (47%).
44
45
46
47
48
49
50
51
52
53
54
vodafone airtel
Series1
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Q 8 Which brands have more emotional appeal in their advertisement?
Interpretation:
From the data it can be analysed that 40% of the respondents have the opinion that Vodafone
has emotional apeeal on its advertisement while 60% of the respondent have the opinion that
airtel has more emotional appeals in their advertisement.
Q 9 Which telecommunication service has overall good advertisement?
vodafone
40%
airtel
60%
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Interpretation:
According to this statistics that is clearly shown that Vodafone is having more
effective and good advertisement.47% airtel or 53% Vodafone.
FINDING OF STUDY
vodafone
53%
airtel
47%
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The finding were based on the opinions of the respondents of Vodafone advertisement and the
Airtel. The following are the lists of pros and cons of both the airtel and Vodafone.
y The analysis show that 100% responder are know about the both the brands Airtel as wellas Vodafone.
y Vodafones brand advertisement is more understandable than Airtels advertisement byresponders.
y My survey describe that Advertisement of Vodafone brand is more attractive rather thanAirtel brands.
y From the analsis most of the respondants said that vodafone brand is more creative thanairtel brand.
y The analysis is shown that airtel slogan is more liked by the respondent rather thanvodafone slogan.
y From the survey I found that frequency of vodafone brand is more than airtel brands.y Maximum respondent says that they will choose the Vodafone brands rather than Airtel
brands .
y Most of the respondents said that airtel shown more emotional appeal in theiradvertisement.
y According to the respondent vodafone brands has overall good advertisement.
SUGGESTION
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y Definitely Vodafone is better. But it should catch up on its customer care service andaccurate billing to make the ad work better.
y Airtel needs more time to study the marketing ads as Vodafone has far more better adsthan airtel and every ad has a new and fresh message in this.
y The Vodafone ad has immense clarity. The outdoors is superbs and the new televelisionCommercial (TVC) is just mind blowing. Airtel might be more pronounced but its not
even a patch on Ogilvy and Mathers work.
LIMITATIONS OF THE STUDY
The research has been conducted in a limited area. Time was a major constraint.
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Smaller sample may not always given better results. Sample may not be truerepresentative of the whole population.
The possibility of biased responses cant be ruled out. Lack of availability of full information. Lack of interest of respondents.
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ORGANIZATION OF THE STUDY
Organisation of the study means to organise the whole report into different sections or chapters
according to its features or characteristics. The project report customers attitude towards
advertisement with special reference to airtel and Vodafone brands has been categorized
into various sections which are as follows:
Section 1: Introduction
This section involves the introduction of the project that what the whole study involves. This is
the first and foremost part of the project report.
Section 2: Significance of the study
The above section includes the importance of doing this project.
Section 3: Review of existing literature
Review of existing literature refers to the base study material for this project report.
Section 4: Conceptualization
This section refers to the description of whole study. It is mainly concerned with understanding
of actual concepts regarding the project report.
This section involves Attitude of customers towards advertisement of Airtel and Vodafone
brands
In this section I have also include the profile of both brands Airtel as well as Vodafone.
Section 5: Focus of the problem
Focus of the problem describes the main focused points in the project report and regarding this
project main focused point is to analyze customers attitude regarding the advertisement of
Vodafone and Airtel brands.
Section 6: Objectives of the study
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This topic is related to the main objectives behind this project.
Section 7: Research Methodology
Research methodology involves the pattern of research for this particular project which is
research design, universe & survey population, sample, collection of data and analysis pattern.
Section 8: Analysis and Interpretation
It involves the analysis of the data collected through survey and questionnaire. The analysis is
being done by using percentage techniques, tables and charts.
Section 10: Findings
This section involves the actual findings through the whole data and involves the opinion of
customers.
Section 11: Suggestions and Limitations of the study
This section involves the limitations of the study, Conclusion of the whole research which
matches the objectives and the various suggestions given by the customers. I have also described
some suggetions for the efficient and effective advertisement system.
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ANNEXURE
QUESTIONNAIRE
Q 1 Are you aware about both the brands?
Yes No
Q 2 Which brands advertisement is more understandable to you?
Vodafone Airtel
Q 3 Which brands advertisement is more attractive?
Vodafone Airtel
Q 4 Who has more creative advertisement?
Vodafone Airtel
Q 5 Which brands slogans do you like more?
Vodafone Airtel
Q 6 Which brands advertisement has more frequency?
Vodafone Airtel
Q 7 If you have to choose which one would you like?
Vodafone Airtel
Q 8 Which brands have more emotional appeal in their advertisement?
Vodafone Airtel
Q 9 Which telecommunication service has overall good advertisement?
Vodafone Airtel
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REFERENCE
BIBLIOGRAPHY
Books:yIndian Telecom Industry by Mr. NasreenTaher Marketing Research G. C. Beri
yResearch Methodology C.R Kothari
Magazines:yBusiness India
Web Resources:ywww.trai.gov.in
yhttp://www.vodafone.co.in/t-aboutus-ttsl-organization.aspxyhttp://www.airtel.co.in/webapp/Communications/rcom/Aboutus/aboutus_home.jsp
ywww.wikipedia.org
ywww.scibad.com
ywww.sheartearmpaper.com