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“STUDY OF NETWORK, CONSUMER BEHAVIOUR AND
COMPETITOR’S ANALYSIS”
A DIVISION OF
1
ACKNOWLEDGEMENT
THIS IS OUR FIRST EXPOSURE FROM THE KNOWLEDGE OF BOOKS TO THE
PRAGMATIC WORLD OF INDUSTRY. WE WANT TO EXPRESS OUR SINCERE
GRATITUDE TOWARDS “BHARTI ENTERPRISES” WHO GAVE US
OPPORTUNITY TO COMPLETE THIS PROJECT. WE WOULD LIKE TO THANK
MR.SARABJIT BAXI (ASSISTANT MANAGER) FOR CHEERFULLY AND
GENEROUSLY GIVING HIS TIME, ADVICE AND EFFORTS WHICH HELPED US
TO INCREASE OUR AWARENESS LEVEL AND CONFIDENCE AND WITHOUT
WHOSE INVALUABLE SUGGESTIONS AND GUIDANCE THIS PROJECT WOULD
NOT HAVE BEEN COMPLETED.
WE ALSO WANT TO THANK OUR COLLEAGUES WHO HELPED US A LOT TO
CARRY ON THIS WORK.
LAST BUT NOT THE LEAST WE WOULD LIKE TO THANK ALL THE
RESPONDENTS WHO HAVE DIRECTLY CONTRIBUTED THEIR IDEAS AND
ENERGIES TO THIS PROJECT.
2
TABLE OF CONTENTS
Executive Summary 1-2
CHAPTER 1 Introduction
Objective of the Study 4-5 Company Profile 6-9 Industry Profile 10-14 Research Methodology 15-17 Back- ground of the problem 18 Limitation of the Study 19
CHAPTER 2 Analysis and Findings
Market condition Analysis 21-23
Competitor Analysis 24-25 Analysis of Consumer Behaviour 26 Network Study 27-35 SWOT Analysis 36
CHAPTER 3
Suggestions and Recommendations 37
Conclusion 38-39
CHAPTER 4 Appendix
Bibliography 41 Glossary 42
3
Executive summary
We have undergone a marketing research project to gauge the factors affecting the
behaviour of consumer(s) while choosing a teleservice. For the same we focused on various
categories of respondents, which consisted of:
EXISTING MTNL CUSTOMER (S)
EXISTING BTNL CUSTOMER (S)
POTENTIAL CUSTOMER (S)
For the same we have used the Area sampling for the area of Gautam Nagar. Our sample
size was 167 units. The target was a fair representation of the entire sector. To get the
response from respondent we adopted the method of unstructured questionnaire.
The major problem was about brand awareness. People are not well aware of touchtel.
People using touchtel services are facing the problem of interconnectivity while someone
makes a call to a touchtel number from a BSNL number or abroad.
Another major issue is that people facing problem(s) with MTNL are not shifting to
Touchtel because they are reluctant to get rid of their existing telephone numbers especially
in case of SME’s and Corporate(s).
Based on findings we can recommend following:
As Touchtel is covering Delhi, area wise, and company may not go for
advertisement in newspaper or television. Company should go for area specific
4
advertisement, publicity and some social activities in prospective areas to create
brand awareness.
Interconnectivity is an issue that requires immediate and proper solution.
People are reluctant to get rid of MTNL numbers because of existing numbers. As a
solution to this, company should have some flexible policy like providing last 3-4
digits according to their old MTNL number.
5
6
CHAPTER 1
OBJECTIVES OF STUDY
“STUDY OF TELECOMMUNICATION NETWORK, CONSUMER
BEHAVIOUR AND COMPETITOR’S ANALYSIS”.
Competition analysis of major market players in telecom industry
To study consumer behaviour
Network study of Touchtel in specified area
Sales of Touchtel services in the following segment:
1. Residential
2. Sme’s
3. Corporate
4. Institution
7
CASE WORK
Consumer Perception About TOUCHTEL
Total Market Size Of Area
Market Share
Segment Share
Revenue Share Of Each Segment
Revenue Of Each Segment
SWOT Analysis Of The Area
8
COMPANY PROFILE
Bharti Enterprises has been at the forefront of technology and has revolutionised
telecommunications with its world-class products and services. Established in 1985,
Bharti has been a pioneering force in the telecom sector with many firsts and
innovations to its credit, ranging from being the first cellular service in Delhi, first
private basic telephone service provider in the country, first Indian company to
provide comprehensive telecom services outside India in Seychelles and first private
sector service provider to launch NLD Services in India.
Bharti has fixed-line operations in the states of Madhya Pradesh, Chattisgarh,
Haryana, Delhi, Karnataka and Tamil Nadu and nationwide broadband and long
distance networks. Bharti has launched national long distance services by offering
data transmission services and voice transmission services for calls originating and
terminating on most of India's cellular networks. The Company has also implemented
a submarine cable project connecting Chennai-Singapore for providing international
bandwidth.
Bharti Enterprises also manufactures and exports telephone terminals and cordless
phones. Apart from being the largest manufacturer of telephone instruments, it is also
the first telecom company to export its products to the USA.
9
India's largest private integrated telecom group with over two decades of presence in
the business. As winners of the 'Best Telecom Services' award four times in a row,
Bharti has ushered a new era of telecommunications in India. Bharti has brought into
the country cutting edge technology in mobile and fixed line telephony, long
distance, Internet, broadband and other telecom services making communication a
pleasurable experience. Bharti provides a range of telecom services and solutions
from customer premise equipment to customised data solutions, Bharti comes with an
entire range spanning the entire spectrum of telephony. And all this is made possible
with:
Airtel - India's leading cellular service.
Bharti Broadband end-to-end telecom solutions.
Mantra - the first ISP with its own gateways.
Network i2i - India's first international submarine cable.
IndiaOne- India's first private long distance operator.
Beetel - India's number one push button telephone brand.
Touchtel - Largest network of private fixed line telephone service
solutions in India.
Bharti Enterprises has set industry standards in all the areas of its operation. And
with Touchtel, Bharti is raising the benchmark once again.
10
TOUCHTEL - AN OVERVIEW
A new world of telephone service and solutions, a world of innovations in the fields
of technology, service and customer care. Touchtel has a world-class network of
Fixed Line Services, Data & Broadband Services, catering to the unique needs of
customers starting from corporate with high-end solutions to home users with value-
added services.
The 1st company to launch private telephone service in India in 1998, Touchtel a
brand of Bharti Enterprises - India's largest private integrated telecom company.
Bharti, with its expertise in the field of telecommunication, has brought next
generation technology to the telecom spectrum. Touchtel is providing fix line service
in five-circle Delhi, Haryana, Karnataka, Madhya Pradesh, Chattisgarh and
Tamilnadu.
Delhi's first private fixed line telephone service - Touchtel. With its world-class
infrastructure and expertise in telecom solutions, Touchtel promises to take telephony
experience to a new level. Drawing from Bharti's strength of leadership, knowledge
and innovation it will strive towards not just meeting but surpassing the
communication needs of the people of Delhi.
11
As the national capital, Delhi is a vital hub in the country's vast telecom network and
Touchtel is at the forefront providing reliable, high quality telephone service &
solutions.
Currently, Touchtel are ready to serve the following areas.
DSL Covered Areas/To be Covered Areas
Greater Kailash I - All areas and blocks will be covered under GK I except
Zamrudpur village
Greater Kailash II - All Blocks covered
Okhla Industrial Area Phase I, II and III - All areas and blocks will be covered in
Okhla Phase I, II and III, except area near Tehkhand School
Vasant Vihar and Shanti Niketan - All areas and blocks will be covered in Vasant
Vihar, including Shanti Niketan
South Extension II - All areas and blocks will be covered in South Extension II
Safdarjang Enclave - All areas and blocks will be covered
Connaught Place - Connaught Circus Covered except 'P' block
East of Kailash and Nehru Place
ITO
Hotels
New Friends Colony - All Blocks Covered
12
Products
Coming from Bharti enterprises, India's largest private integrated telecom company,
Touchtel brings the latest in cutting edge technology in the telecom spectrum. Its data
and broadband services especially cater to the unique needs of the corporate sector.
As a company, Bharti believes in 'building telecom, building partnerships'. We help
in improving the way you do business by drawing from our expertise in connectivity
employing voice, data and video technology.
Prepaid Calling Cards (PCC)
MeetXpress Your express way to audio conferences
DSL Covered Areas/To be Covered Areas
New Dialling Codes
General Directory Inquiry
INDUSTRY PROFILE
India's nearly 54 million line telephone network, including mobile, is one of the
largest in the world and second largest among emerging economies (after China) with
a wide range of services-basic, cellular, internet, paging, v-sat etc. Given the low
telephone penetration rate-about 5 per hundred population, which is much below the
13
global average, India offers vast scope for growth. It is therefore not surprising that
India has one of the fastest growing telecommunication systems in the world with an
average growth of about 22% for basic telephone services and over 100% for cellular
and Internet services. Telephone lines added to the basic services network over the
last 5 years have been one and a half times that added over the preceding five
decades.
Recognizing that telecom sector is one of the prime movers of economy, the
Government's regulatory and policy initiatives have been directed towards
establishing a world-class telecommunications infrastructure in the country.
• 6th largest network in the world with a wide range of services - Basic, Cellular,
Internet, Paging, VSAT, etc
• Network growing annually at an average rate of approximately 22 percent for basic
services and more than 100 percent for cellular and internet services
• Lines added to the basic services network over the last 5 years are one-and-a-half
times that added over the preceding 5 decades
• 40.7 million basic telephones and 12.7 million mobile telephones
• Current tele-density of approximately 5 percent, proposed (as per New Telecom
Policy 1999) to be increased to 7 percent (75 million telephone connections) by 2005
and 15 percent (175 million telephone connections) by 2010
• This translates into an investment requirement of approximately US$37 billion by
2005 and approximately US$69 billion by 2010
14
• Current players include state-owned operators as well as private operators, operating
on a 'level-playing field'
• Independent regulatory body (Telecom Regulatory Authority of India) and dispute
settlement body (Telecom Dispute Settlement and Appellate Tribunal)
Telecom network status in India
Number of telephone connections 53.4 million
Number of telephone exchanges 36,628
Switching capacity 54.56 million
Village public phones 504,945
STD stations 31,363
Cellular subscribers 12.69 million
Paging subscribers 0.37 million
Internet subscribers 3.8 million
Optical fibre cable 402,083 Rkms
15
Already growing Indian telecommunications sector is experiencing the era of
liberalization, adding fuel to the fire. Due to open competition, private companies can
setup networks with state-of-the-art convergence technologies and establish
themselves directly as info-communication companies. This advantage allows them
to directly compete with the established and traditional telcos. In India, VSNL
(Videsh Sanchar Nigam Limited), DTS (Department of Telecom Services) and
MTNL (Mahanagar Telephone Nigam Ltd) are traditional telcos.
VSNL had the monopoly in international telephony and internet gateways till
recently but with its privatization, it is now due for a taste of real competition from
private companies. It has around 20000 voice circuits and around 200Mbps
bandwidth for international connectivity. It is part of many international consortium
projects like Inmarsat, SEA-ME-WE, etc. and on the other; it is also an ISP providing
dial-up Internet access to some subscribers.
MTNL provides basic telephony in Delhi and Mumbai along with some dial-up
Internet access. It is well positioned to become a major LMA company since it has
around 400 local exchanges providing around 4 million connections to subscribers.
Its plans to take-over telephony market in Madras and Calcutta from DTS should
supplement its strength as an LMA company. Indeed it makes sense to bring VSNL's
Internet access business too under MTNL's umbrella. As MTNL takes over profitable
urban markets from DTS, it should have some alliance with DTS-LMA in terms of
16
cross holding and technological cooperation to prop up DTS-LMA's commercial
viability and its universal service obligations.
The Government of India has allocated Rs. 720 crore as budgetary support for village
public telephony programme to Bharat Sanchar Nigam (BSNL). Tata Teleservices is
planning to invest Rs. 1000 crore to launch basic services in Karnataka and is
expected to generate employment for up to 8,000 people within the company and
among TTL’s franchisees. Though TTL plans to cover the entire state, it will initially
roll out its services in Bangalore, Mangalore, Hubli, Mysore, and then extend it to
over 30 towns in phase I by August 2003. As part of this plan TTL’s product
offerings will include wireline, fixed wireless, CDMA mobility, integrated data
solutions and specialized products and services to the corporate sector including
virtual private networks, data center services, network management services, and
disaster recovery solutions.
It also plans to offer CDMA (code division multiple access) based mobile telephony
to subscribers. It is understood that this service will not attract any airtime charge and
call charges will be as low as Rs 1.20 for three minutes. TTL has also designed
public telephone booths under the brand name Tatatelesmart, which are India’s first
smart-card based telephones. The company has been operating basic telecom services
in Andhra Pradesh for the last three years, with a customer base of over 1.5 lakh. It
17
has invested over Rs 1,400 crore in the state to build its network, which includes an
OFC backbone of 1,050 kilometers. TTL operates in 10 cities in the state with over
9,000 people and is likely to generate employment for 7,000 more people by 2007.
DESPITE the rapid strides made in the telecom sector in recent years, the
Economic Survey has warned that India continues to lag behind many other
developing countries including China in teledensity, hinting at more policy incentives
to boost its growth.
"The two important goals of the telecom sector are delivering a low-cost voice
telephony to the largest possible number of individuals and delivering low-cost high
speed computer networking to the largest number of firms. The number of phone
lines per 100 persons, which is called teledensity, has improved from 3.6 in March
2001 to 4.9 in December 2002. However this is still at a level which greatly lags
other developing countries, in particular China," it has noted.
Stating that the year witnessed continued progress in telecom policies, it noted
growth of new telephone connections by 17 per cent and significant fall in long
distance tariffs. Looking forward, the telecom sector will feature lively competition
between multiple private firms, with a strong role for TRAI to establish pro-
competitive policies, the Survey has noted.
18
Cautioning that rise in modern telecom has raised fresh concerns about ``digital
divide'' where the rural areas are disadvantaged through inadequate telecom services,
it noted that the private operators had only provided 7,123 Village Public Telephones
(VPTs) by December 2002, against the target of 97,806 VPTs in first three years as
per the licence terms, it stated.
RESEARCH METHODOLOGY
The research is a systematic gathering, recording and analyzing the data related to the
problems in marketing of goods and services.
Marketing research involves the diagnosis of the information, needs and the selection of
relevant interrelated variables about which valid and reliable information is gathered,
recorded and analyzed.
Research is the only way to find out the potential of the products in the market. It helps us
to find the market condition of any product and choice of the end user. Because the survival
of large number of companies has become hard in this competitive age.
Customer is attracted only towards the product with low price and high quality. So the
company that will satisfy both, primary and secondary motives of customer can only
survive in this new millennium.
19
Research design is the determination and statement of the general research approach or
strategy adopted for a particular project. It is the heart of planning.
If the design adheres to the research objective it will ensure that the client’s need is served.
The study of the consumer’s behaviour is Exploratory and Descriptive type of research,
which is useful to find the most likely alternatives.
Data source & characteristics of sources of data
Data source:
Primary source
Secondary source
The data collected will be primary as well as secondary in nature. The tool used for this
research is personal interview.
Questionnaire
Type: Non- Structured
Non- Disguised
20
Data collection method:
The data was collected by face-to-face interaction with the respondents.
Sample Size
Size : 167
Focusing mainly on goutam nagar,delhi.
Sampling Type
Sampling type : Area sampling
Data Analysis
Univariate tabulation percentage, graphs and arithmetic mean were used for data analysis.
FRAME WORK
21
To draw up a frame work there are following aspect to be considered for the
sampling plan.
1. Who is to be surveyed? (Data source)
2. How many are to be surveyed? (Limitation of time)
3. How are they to be selected? (Type of sampling method)
4. How are they to be reached? (Method employed)
A plan is drawn for framework in which all the work can be done according
to research design.
In which the following factors are considered:
Objective of the project
Duration of the project
Research design for the study
22
BACKGROUND OF PROBLEM
Telephone has become a very essential communication media in almost all the Indian
lower, middle and upper class families. Telephones are designed to make our life a much
easier and Perhaps more comfortable.
We carried out a study of telecommunication network, consumer behaviour and competitor
analysis.
In consumer behaviour, we made an attempt to find out the satisfaction level of respondents
and map their perception about Touchtel with their existing telephone connections. These
include MTNL, TOUCHTEL etc and if they are not satisfied with the services of their
provider, are they interested in switching over or not. If not, why? With the help of DSR.
In competitor’s analysis, we tried to find out the total market size of that area, market share,
segment share, revenue share of each segment, swot analysis of that area.
23
LIMITATIONS
During the research full care was taken to keep the research as objective as possible and
limit the factors of bias to the minimum. The project undertaken was done with all
necessary precautions but still there were some factors, which could not be ruled out, and
these created some hindrance in the proceedings of the project and that might have
hampered the objectivity of the research. Any research study has these constraints namely
time, cost and accuracy. The degree of accuracy obtained would be directly affected by the
sample size and in general the methodology adopted for the study.
A few limitations of our study are:
1. Time was a very big limiting factor
2. Unresponsiveness and biased response were also some of the limitations. Thus the
possibility of human bias cannot be ruled out.
3. The lack of network feasibility in the area was also a limiting factor
24
4. Some areas where feasibility was not a problem were also a limiting factor because
they were partially occupied.
25
CHAPTER 2
TABLE-01
Fig-01
SEGMENT SHARESME 76
OTHERS 2
CORPORATE 32
RESIDENTIAL 52
INSTITUTIONAL 5
TOTAL 167
26
SME's are having the mejority of the share in Gautamnagar area that is 45% of the total market and immidiately followed by residential segment that occupies 31%. The Institutional segment and others stand at a lowly 3% and 2% respectively.
TABLE-02
SEGMENT REVENUESME 12550CORPORATE 17900RESIDENTIAL 12550INSTITUTIONAL 5700OTHERS 0TOTAL 48700
Fig-02
27
Although the SME's and Residential are having bigger market size still the corporate sector outperforms them in the revenue share of Touchtel. The segment others have 0% share in the revenue since these are the govt. enterprises that do not entertain Touchtel services.
TABLE-03
AWARENESS OF TOUCHTEL NO OF RESPONDENTSAWARE 78NOT AWARE 66
Fig-03
Only 54% respondents are aware of the brand Touchtel. Despite of the fact that Touchtel is a subsidiary of BHARTI and has been in the market for more than one year and almost half
28
the number of total number of respondent are not aware of the service provider. This reflects the lack of publicity.
TABLE-04
SERVICE PROVIDER NO. OF LINESMTNL 218BTNL 82
Fig-04
MTNL has 73% market share while TOUCHTEL has managed to acquire 27 % market share.
29
TABLE-05
SEGMENT MTNL TOUCHTEL SHARESME 101 39 76
OTHERS 3 0 2
CORPORATE 71 22 32
RESIDENTIAL 37 17 52
INSTITUTIONAL 6 4 5
TOTAL 218 82 167
Fig-05
30
In the above two dimensional graph it is observed that SME's are leaders in the market share of both MTNL and Touchtel along with occupying major market size. Although the residential segment occupies higher market size still the corporate sector has higher market share both in MTNL and Touchtel as compare to the residential segment.
TABLE-06
SATISFIED WITH TOUCHTEL 26
NOT SATISFIED WITH TOUCHTEL 11
SATISFIED WITH MTNL 58
NOT SATISFIED WITH MTNL 25
SATISFIED WITH BOTH 9
TOTAL 129
31
Fig-06
19% respondents who are not satisfied with MTNL services, when ask to these respondent why don’t they shift to other services or Touchtel. The respondent gave these reasons for not shifting to Touchtel:Refund of security money from MTNLChanging of the existing telephone numberLack of trust in private operators.
YUSUF SARAI MARKET
PILLAR- (SE2 14)
SUB PILLAR-1
BLOCK COVERED- NDMC MARKET
NUMBER OF SELLABLE UNIT- 10
TOTAL REVENUE - 11550
AVERAGE REVENUE- 1443.75
NO. OF SELLABLE UNIT TAKEN INTO A/C- 8
NO.OF MTNL LINES- 8
NO. OF TOUCHTEL LINES 4
32
DDA MARKET GAUTAM NAGAR
PILLAR- (SE2 12)
SUB PILLAR-1
BLOCK COVERED- DDA MARKET
NUMBER OF SELLABLE UNIT- 13
TOTAL REVENUE - 15900
AVERAGE REVENUE- 1987.50
NO. OF SELLABLE UNIT TAKEN INTO A/C- 8
NO.OF MTNL LINES- 18
NO. OF TOUCHTEL LINES 0
33
YUSUF SARAI MAIN MARKET
PILLAR- (SE2 12)
SUB PILLAR-2
BLOCK COVERED- Y S MAIN MARKET
NUMBER OF SELLABLE UNIT- 26
TOTAL REVENUE - 38750
AVERAGE REVENUE- 1937.50
NO. OF SELLABLE UNIT TAKEN INTO A/C- 20
NO.OF MTNL LINES- 44
NO. OF TOUCHTEL LINES 3
34
ORIENTAL HOUSE, GAUTAM NAGAR
PILLAR- (SE2 12)
SUB PILLAR-3
BLOCK COVERED- ORIENTAL HOUSE
NUMBER OF SELLABLE UNIT- 15
TOTAL REVENUE - 16650
AVERAGE REVENUE- 2081.25
NO. OF SELLABLE UNIT TAKEN INTO A/C- 8
NO.OF MTNL LINES- 25
NO. OF TOUCHTEL LINES 0
35
BHANOT HOUSE, COMMUNITY CENTRE
PILLAR- (SE2 12)
SUB PILLAR-4
BLOCK COVERED- BHANOT HOUSE
NUMBER OF SELLABLE UNIT- 9
TOTAL REVENUE - 43000
AVERAGE REVENUE- 6142.86
NO. OF SELLABLE UNIT TAKEN INTO A/C- 7
NO.OF MTNL LINES- 16
NO. OF TOUCHTEL LINES 3
36
GAUTAM NAGAR
PILLAR- (SE2 13)
SUB PILLAR-1
BLOCK COVERED-
NUMBER OF SELLABLE UNIT- 7
TOTAL REVENUE - 6000
AVERAGE REVENUE- 1200
NO. OF SELLABLE UNIT TAKEN INTO A/C- 5
NO.OF MTNL LINES- 9
NO. OF TOUCHTEL LINES 0
37
GAUTAM NAGAR
PILLAR- (SE2 13)
SUB PILLAR-2
BLOCK COVERED-
NUMBER OF SELLABLE UNIT- 6
TOTAL REVENUE - 6000
AVERAGE REVENUE- 1500
NO. OF SELLABLE UNIT TAKEN INTO A/C- 4
NO.OF MTNL LINES- 8
NO. OF TOUCHTEL LINES 22
38
GAUTAM NAGAR
PILLAR- (SE2 13)
SUB PILLAR-3
BLOCK COVERED-
NUMBER OF SELLABLE UNIT- 14
TOTAL REVENUE - 18500
AVERAGE REVENUE- 1541.66
NO. OF SELLABLE UNIT TAKEN INTO A/C- 12
NO.OF MTNL LINES- 15
NO. OF TOUCHTEL LINES 3
39
GAUTAM NAGAR
PILLAR- (SE2 13)
SUB PILLAR-4
BLOCK COVERED-
NUMBER OF SELLABLE UNIT- 19
TOTAL REVENUE - 29850
AVERAGE REVENUE- 3731.25
NO. OF SELLABLE UNIT TAKEN INTO A/C- 8
NO.OF MTNL LINES- 21
NO. OF TOUCHTEL LINES 6
40
SWOT ANALYSIS
Strength
Leadership, Knowledge And Innovation Internet service provider (Mantra online) a brand of BHARTI
TELECOM, ISPs count on net telephony to stay in the race Brand image of AIRTEL Joint Venture with Singapore Telecom for National Long Distance
Operations India's first private sector national long distance service, IndiaOne
launched.
Weakness
Problems in interconnectivity from BSNL number to a Touchtel number
Connectivity problem when a person from abroad makes a call to a Touchtel number.
Chances of going to another service provider because of the lack of network covering entire Delhi.
41
Opportunities
Try to capture the rural segment by offering them quality services at competitive prices.
Low telephone penetration rate-about 5 per hundred population.
Threats
Value added services like CDMA technology of other players like Tata is a growing threat to Touchtel.
Lack of awareness among people Regulatory and tariff changes especially in the cellular operations are
constant threats.
Economic protectionism and continuous political changes plays against everybody’s favor and affects the good intentions of players.
CHAPTER 3
Suggestions and Recommendations
In this competitive scenario not only quality of the products but also awareness and
brand recall decides the fate of the product.
The main drawback of Touchtel lies in its poor publicity and their by poor recall of
the brand.
1. Being a subsidiary of BHARTI which is a well known company having another
successful brand like AIRTEL, Touchtel has to be promoted extensively through
the medium of advertising.
2. People, especially the SME’s and Corporate, are reluctant to switchover to
Touchtel as they have floated their existing numbers in the market. So touchtel
should make an effort to provide them a similar number having last 3-4 digits
same as of their existing numbers.
42
3. There are a substantial percentage of customers receiving abrupt bills. The
company should maintain its billing cycle.
4. MTNL is a govt. concern in which people feel secure, more so people have
developed a tendency to avoid private operators due to a spat of fluctuation in the
tariff plans recently so Touchtel should try to build confidence and trust among
customers.
5. Interconnectivity is an issue that requires immediate and proper solution.
6. Although USP of Touchtel is its customer care but with the decline in its quality
people are facing problem. The promptness of customer care is fading; this
should be tackled with and immediately improved.
7. The people who drop their cheques in drop in boxes have to face a lot of
problems in case of the loss of the cheques. This occurs, as they don’t have the
receipt of the deposit. So a receipt should be issued at the time of deposition of
cheque.
CONCLUSION
India has tremendous potential and strength in telecom sector. The Indian
telecommunication infrastructure is very poor. In India the low telephone
penetration rate-about 5 per hundred populations, which is much below the
global average this is a big opportunity.
India needs to reform its rules, create more global awareness, change its policies
in favor of more opportunities and encourage its major players to invest in the
economy.
43
According to former World Bank economist Surjit Bhalla, every 10 million new
phones lines add 0.5% to annual economic output.
Touchtel is providing excellent services in basic fix line telephony. The tariff
plans and the services of Touchtel are consumer oriented. It is providing quality
dial up Internet services and many other value added services like:
Centrex facility
Three party conferencing
Caller id identification service etc.
The growth of Touchtel has been steady since its incorporation but it has to be
increased. Ithe widening of the network and improvisation in the following areas
would help it in its rapid growth:
Brand awareness
Problem of interconnectivity
This project hopefully has provided the necessary cushion to take the study
further and encourage the company to consider expanding its network and
increasing its subscriber’s base.
44
45
46
CHAPTER 4
BIBLIOGRAPHY
Marketing Management by PHILIP KOTLER
Marketing Research by BOYD and WESTFALL
Market Research by SYAM B. VYAS
Voice and Data (magazine)
Economic times
Website:
Google.com
Touchtelindia.com
47
GLOSSARY:
LMA Last Mile AccessNLDA National Long Distance AccessDOT Department Of TelecommunicationsTELCOS Telephone CompaniesMTNL Mahanagar Telephone Nigam Ltd.VSNL Videsh Sanchar Nigam Ltd.BSNL Bharti Sanchar Nigam Ltd.DTS Department of Telecom ServicesTRAI Telecom. Regulatory Authority of IndiaTDSAT Telecom Disputes and Settlement Appellate TribunalILD International Long DistanceDLD Domestic Long DistanceNLD National Long DistanceIT Information TechnologyISDN Integrated Services Digital NetworkISP Internet Service ProviderCDMA Code Division Multiple AccessOFC Optical Fiber CableDSL Digital Subscriber LineVPTs Village Public Telephones
48
QUESTIONNAIRE
NAME: ____________________________________
ADDRESS: ____________________________________
OCCUPATION: ____________________________________
1. Do you believe that India is potentially one of the
most exciting mobile service providers in the world?
Company Yes No
Airtel
Vodafone
Idea
MTNL
2. Do you find that the government’s telecom policy
has had the most radical impact on the development
of mobile service providers?
Company Yes No
Airtel
49
Vodafone
Idea
MTNL
3. Do you believe that one of the challenges facing mobile operators in India is the diversity of the coverage regions?
Company Yes No
Airtel
Vodafone
Idea
MTNL
4. To what extent, does you find that mobile service providers is a very complex standard?
Company To some
extent
(1-5)
To great extent
(6-10)
Airtel
Vodafone
Idea
MTNL
50
CONSUMER LEVEL
1. Do you believe that mobile service providers comes close to fulfilling the requirements for a personal communication system?
Company Yes No
AirtelVodafoneIdeaMTNL
2. Do you find that mobile service providers as the most exciting and satisfying mobile
standard?
Company Yes No
AirtelVodafoneIdeaMTNL
3. Do you believe that your service provider has a genuine commitment to creating a
modern and efficient communications?
Company Yes No
AirtelVodafoneIdeaMTNL
51