Upload
viksit2002
View
111
Download
4
Embed Size (px)
DESCRIPTION
An exploratory Research work exclusively done for Airtel by understanding it's communication...
Citation preview
SUMMER INTERNSHIP REPORT
ON
“COMMUNICATION ANALYSIS OF VODAFONE AND AIRTEL”
A report submitted as a mandatory part ofPost Graduate Diploma in Management Curriculum
UNDER THE GUIDANCE OF: UNDER THE SUPERVISION OF:Mrs. SHIVA SHARMA Mr. GAURAV KHANNA
SUBMITTED BY
VIKSIT JAIN
PGDM 2008-10
ACCURATE INSTITUTE OF MANAGEMENT AND TECHNOLOGY
49, Knowledge Park – III, Greater Noida-201306
E-mail: [email protected]
COMMUNICATION ANALYSIS OF
VODAFONE AND AIRTEL
A report submitted as a mandatory part ofPost Graduate Diploma in Management Curriculum
VIKSIT JAIN
ii
ACKNOWLEDGEMENT
I wish to express my heartiest thanks to Accurate Institute of Management &
Technology Greater Noida (U.P.) AIMT for providing me such an opportunity to get
training in this esteemed organization. I would like to express deep sense of gratitude
to all those who help me through out the duration of project. In particulars, AIMT is
the main source of inspirations for me.
I would like to offer my heartiest thanks to Dr. Rana Singh, Head PGP Cell, AIMT
whose valuable efforts gave me this opportunity. I express my sincere thanks towards
Ms. Shiva Sharma, Internal Project Guide, and AIMT for providing me all sort of
help as and when required.
I wish to express my deep sense of gratitude to Mr. Gaurav Khanna, Brand
Associate, Rediffusion YR whose step-by-step direction helps me to go into the
depth of industry. Her calm behavior encouraged me to do my work sincerely. This
repot could not have been completed without the inputs and the words of advice from
his far which I shall always remain grateful to him.
Words are inadequate in offering my thanks to Ms. Carishma Gill, Brand Partner,
Rediffusion YR for her valuable support whenever it was needed. My heartfelt thank
to Mr. Gurbir Singh and Mr. Niket Singh, for his expert guidance during testing
stages.
iii
DECLARATION
I, Viksit Jain here by declare that the project entitled “Communication Analysis of
Vodafone and Airtel” which is being submitted in partial fulfillment of the
requirements for the awards of degree of PGDM from the Accurate Institute Of
Management & Technology is an own record carried out by me, under the
supervision of Mr. Gaurav Khanna, Project Head and Brand Associate,
Rediffusion YR. The matter embodied in this project has not been submitted so far for
the award of any degree or diploma.
Viksit Jain
Course: PGDM
College: Accurate Institute of Management & Technology
Greater Noida (U.P)
iv
PREFACE
This project was undertaken to compare the different communication strategies of
Airtel and Vodafone.
The client or the company has some vision in mind when they think of advertising for
a new product or an existing one or for brand promotion. It starts with "what" the
client wants to advertise and "why". The understanding of the "why" gives leads as to
"how" it is supposed to go about the campaign. Being able to reach the precise target
audience is not just a function of the distribution channels or the pricing of the goods
or services; it is advertising that communicates everything to the consumer. Therefore
arises the need to analyze the communication of different Television Commercials
which are allocated to different types of media [print, television, radio, internet etc]
based on the product or brand and the target audience.
The project intends to find what factors might govern the brand communication,
which point towards innovations needed in Television Commercial.
v
TABLE OF CONTENT
S.NO TOPIC PAGE NO.
1. INTRODUCTION ...1
COMPANY BACKGROUD 2 - 11
BHARTI AIRTEL ...2 VODAFONE ...5PROMOTION STRATEGY REVIEWOF AIRTEL AND VODAFONE ...7
2. RESEARCH METHODOLOGY 12 - 13
OBJECTIVE OF STUDY ...12SCOPE OF STUDY ...12MOTIVATION OF RESEARCH ...12TYPE OF RESEARCH ...13SOURCES OF DATA ...13
3. ANALYSIS AND INTERPRETATION 14 - 41
COMMUNICATION ANALYSISOF VODAFONE AND AIRTEL 2007-2009 ...14
3. RECOMMENDATIONS & SUGGESTIONS 42 - 44
RECOMMENDATION FOR AIRTEL ...42SUGGESTION FOR AIRTEL ...43SUGGESTION FOR VODAFONE ...44
5. CONCLUSION 45 - 46
REFRENCES 47
vi
EXECUTIVE SUMMARY
We are in the era of entertainment through mobile handsets. Downloading a ring tone
watching your favorite movie of tracking cricket score the list of activity that you can
do using your cell phone is endless. To supplement stagnant voice revenues cellular
operator are now turning to VAS (Value Added Services) to boost revenues in both
data and value added voice service. Both Airtel and Vodafone has deep rooted
presence in the Indian telecom sector through there are wide product offerings and
excellent distribution network.
The war for the very huge Indian telecom sector has just heated up. In fact it’s now
moving into the next phase. The battle to enter the market and build a loyal customer
base thus generating revenue through sales is no longer the sole business model. The
two big giants in the Indian telecom industry namely Airtel and Vodafone have
established themselves for a pretty long while. It is now time to consolidate their
position and increase their sales figures. No longer is the battle simply restricted to
providing a telecom service on a cheap and affordable handset. It’s now about
making money through network services.
For companies like Idea Cellular, Tata Indicom and Aircel it’s still about generating
revenues by simply getting people to use their respective connections. In other words
they’re trying to make money by getting people to sign up for their prepaid or
postpaid plans.
vii
But for the big dogs of the telecom space - Airtel, Vodafone and BSNL who already
have an established customer base, it’s about entering areas in the country that have
poor telecom access like the rural areas. They definitely have the funds.
But more importantly while the latter is a gradual process the immediate goal is to
make money by providing extra services on their
network. That way there’s a chance of generating
more revenue in addition to the prepaid and
postpaid tariffs they anyway rely on to make
money.
This is the where area both Airtel and Vodafone are relying on. More importantly it’s
probably for the first time in the Indian mobile services market that a company has
definitively emerged as the major rival to Airtel.
Vodafone, ever since it entered the Indian market through its purchase of Hutch in
India has posed a threat to Airtel but it’s taken a while to get off the
ground. Of course it’s helped them that Hutch had a pretty good user base as well.
Now the fight has intensified onto the network services market. Both Airtel and
Vodafone have been trying to get people to use their network for everything from
cricket commentary to horoscope alerts. Morning prayer songs to dating advice is
now available but at a monthly rental fee which is how both companies plan to make
money.
The intensity shown by both companies has been off the charts. Clearly both realize
that it’s a great opportunity for them.
In this report I have tried to analyze the present scenario of Indian telecom sector the
real aim of the project is to compare communication strategies by Air Tel and
viii
Vodafone in the past 3 years, i.e., 2007-2009, main goal of this project is to trace
down the changing trends in communication of Airtel and Vodafone,
I complement this with the internal study of the companies – history, vision business
areas etc to analyze how well poised the company are to complete or rather just exist
in this market that is proving itself to be the most competitive in post liberalization
Indian economy.
For this project I have used ANALYTICAL RESEARCH. Thus, I have used facts or
information already available, and analyze it to make a critical evaluation of the
material. This is because this type of data is not affected by the location of target
audience; it is common for all location.
This is a comparative analysis, as it is a Secondary Research; the data was collected
mainly from Internet, journals, newspapers and press release’s. Data thus collected
was analyzed and reported.
The communication analysis reveals different trends of communication by Vodafone
and Airtel, as now the communication is of more on Value Added Services, both
companies are spending huge amount of money in this segment.
ix