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INDIAN TELECOM SECTOR

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Major Telecom players in India

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MARKET SHARE OF TELECOM COMPANIES

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PERFORMANCE OF4/28/12 AIRTEL

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PRODUCT AND SERVICES 4/28/12

3G Services Airtel Money Call Manager Voice Blog World Sim Learn Next IP TV Airtel Broadband TV Digital TV recorder

How AIRTEL is managing its promotion?

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As Competition in the telecom arena intensified, service providers took new initiatives to woo customer Prominent among these were Celebrity Click to edit Master subtitle style 4/28/12 endorsement, Loyalty rewards, Discount coupons, Business solution & Talk-time schemes.

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4/28/12 The most important consumer segments in the cellular industry were the youth segments and the business class segments.

The youth segments was the largest & fastest growing segment & was therefore targeted most heavily by cellular service providers They adopted celebrity endorsement as its chief promotional strategy.

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How its competitors are managing its promotional activities?(for example)

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Vodafone implemented the celebrity endorsement strategy partially. BSNL, on the other hand, attracted the consumer through its low schemes.

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4/28/12 Reliance was another player that cashed on its innovative promotional strategies, which included celebrity endorsements & attractive talk-time.

Idea, relied heavily on its creative media advertising sans celebrities.

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PRICING STRATEGIES

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CONSUMER BEHAVIOUR

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RESEARCH
Choice of Mobile Operator

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Source : submission to 32nd EMAC conference , Finland

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CONCLUSI ON
1)
2)

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Primary Factor Price and Tariff Rates Second Factor- Audibility Other Factors- Friends Choice, Contract Type , Free calls

2)

Source : submission to 32nd EMAC conference , Finland

RESEARCH

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Assessing Customer Loyalty of Telecom Industry

CONCLUSI ON
1) + ve Relationship b/w service quality and customer loyalty 2) + ve Relationship b/w corporate image and customer loyalty 3) service quality is assessed by measure of the service provider relationship with customer.

Source : IBR , Vol-4

January 2011

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Factors affecting consumers switching intentions

PRICE Perceived commitment Outcome Quality Anger Incident Source : European journal of Social Sciences- Vol- 19,

Switching

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ENVIRONMENTAL FACTORS Environmental Stimuli BUYER'S BLACK BOX BUYER'S RESPONSE

Marketing Stimuli

Buyer Characteristics Decision Process

Product Price Place Promotion

Economic Technological Political Cultural Demographic Natural

Attitudes Motivation Perceptions Personality Lifestyle Knowledge

Problem recognition Information search Alternative evaluation Purchase decision Post-purchase behaviour

Product choice Brand choice Dealer choice Purchase timing Purchase amount

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RECOMMENDATIONS

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From Consumer Behavior What Viewpointleads to buying decision?

Awareness (idea, Vodafone, BSNL, aircel, airtel, uninor, tata) Consideration (4 brands) Reference Set (3 brands) Purchase Set (AIRTEL) Loyalty Set

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If everything in business is good, customer will expect better AIRTEL brings cot only ambition, but also brings capabilities with it Never like capabilities on feet and confidence on sky

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Recommendations
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We cannot have universal approach to universal market. Thus, customization is pre-requisite Product portfolio for different segment More focus of VALS Survey Emphasis on JND (just noticeable difference) Focus on Fads (closing window opportunities) Effective NPD Strategies