A Project on Telecom Industry by Gopal Kumar Agarwal

KOUSTUV BUSINESS SCHOOL 1 | P a g e

DISSERTATION PROJECT REPORT

ON

ADVERTISING IN INDIAN TELECOM INDUSTRY

& ITS IMPACT ON CUSTOMERS

Towards the Partial fulfillment of POST GRADUATE DIPLOMA IN MANAGEMENT

Submitted By :-

GOPAL KUMAR AGARWAL AICTE NO. 08/OR/KBS/PGDM/FT/029

Under the Guidance of

MR. SUSANTA KUMAR MISHRA KOUSTUV BUSINESS SCHOOL

KOUSTUV BUSINESS SCHOOL

PATIA, BHUBANESWAR


KOUSTUV BUSINESS SCHOOL

PATIA, BHUBANESWAR

DECLARATION

I hereby declare that the project entitled “ A Project report on Advertising in Indian Telecom Industry & its impact on Customers has been prepared by me during my academic year 2008-2010 under the guidance of my faculty guide Mr. Susanta Kumar Mishra.

I also declare that this project is the result of my effort and has not been submitted to any other University or Institution for the award of any degree, or personal favors whatsever. All the details and analysis provided in the report hold to the best of my knowledge.

Place : Bhubaneswar

Date : May 2010 GOPAL KUMAR AGARWAL


CERTIFICATE

This is to certify that Mr. GOPAL KUMAR AGARWAL, AICTE No.

08/OR/KBS/PGDM/FT/029, a student of Koustuv Business School, Bhubaneswar

has successfully completed his interim report on “Advertising in Indian Telecom

Industry and its Impact on Customers” under my guidance in partial fulfillment of

PGDM program. This is an original work of his own and has not been carried out

by anyone earlier.

Mr. Susanta Kumar Mishra

(Faculty Guide )

Koustuv Business School


ACKNOWLEDGEMENT

In the course of this project I got an insight into the telecom industry,

came to know a lot about that how the Advertising by Telecom Industry is putting

impact on customers.

First and foremost I am very proud to be a student of Koustuv Business

School, Bhubaneswar and am most grateful for having been given the opportunity

to do Research study.

I avail this opportunity to convey my sincere thanks to Mr. K.N MISHRA,

the H.O.D of Koustuv Business School. I am thankful to Mr. Susanta Kumar Mishra,

my project guide for recommending me the necessary information for the report.

His instilling support and enthusiasm, expert guidance and insight have lent my

project a unique touch. I also express my sincere gratitude to Mr. K.N MISHRA,

H.O.D of Koustuv Business School, for providing us an opportunity to interact with

professional people in the real corporate world. I forward my gratitude for the

compulsion of this most wonderful aspect of our MBA curriculum without which

knowledge of management is incomplete and futile.

My acknowledgement would be incomplete if I didn’t thank my team

mates. During the research period we have developed a camaraderie which was

very healthy and enjoyable. I am grateful for everyone’s support and help when

needed. Without them this training would not have been the same.

At last I am also thankful to my family member and friends who had

given me their constructive advice, educative suggestions, encouragement and

co-operation to prepare this report.

GOPAL KUMAR AGARWAL


EXECUTIVE SUMMARY

The main area of the study is to study the Advertising in Indian Telecom

Industry and its Impact on Customers. The sources of data collection used in

the study are both primary and secondary in nature. We are going to conduct

a survey to know the impact of advertisements of telecom industry on

customers which is part of primary data. The real aim of the project is to study

the effectiveness and response towards advertisements provided by major

players.

In this project I have covered the Analysis of Telecom Industry of

India. In this analysis I have shown history and present scenario of the Telecom

industry in India. I have complemented this with the internal study of

companies. I have shown history, growth, market share and advertising

strategies adopted by Vodafone, Airtel, Reliance communication, BSNL and

Idea cellular.

The project is based on advertising so I have first explained about

advertising, its importance, managing advertising decisions and types of

advertising. I have analyzed the growth in ad volumes of telecom sector, share

of telecom sector advertising, segment wise growth in telecom sector, share of

key players in advertising, new brands advertised in telecom equipments and

service and share of sales promotion in telecom sector.

Primary data has been collected in which focus group study had

been conducted to design the customer survey questionnaire with a sample

size of 200 respondents. This survey has been conducted in BHUBANESWAR.

Secondary data was collected through websites, newspapers, magazines and

books.


Table Of Contents

Topics Page No.

1. Introduction

1.1 Research Problem 8

1.2 Objectives of the Project 8

1.3 Limitations of the Project 8 7

1.4 Methodology 9

2. SWOT Analysis of Telecom Industry 12

3. Major Players in Telecom Industry 12

4. Advertising by Telecom Industry 14

5. Data Analysis & Interpretation 22

6. Findings 33

7. Suggestions 34

8. Annexure 34

8.1 Questionnaire 34

9. Bibliography 36


INTRODUCTION RESEARCH PROBLEM

OBJECTIVE OF THE PROJECT

LIMITATIONS OF THE PROJECT

METHODOLOGY


RESEARCH PROBLEM

Advertising of Telecom Industry in India and its impact on customers.

OBJECTIVES OF THE PROJECT

To study the performance of Telecom Industry in India.

To know the impact of advertisements of telecom industry on customers.

To study the effectiveness and response towards advertisements provided by

major players.

To analyze the growth in ad volumes of telecom sector.

LIMITATIONS OF THE STUDY

1. Respondents were reluctant to share their experience accurately.

2. Unwillingness of respected personnel’s of Telecom Companies to provide

relevant data for my studies.

3. Time allotted for the project was not sufficient to go for detailed analysis

of the research problem.


METHODOLOGY

RESEARCH DESIGN:

The research design is Descriptive studies. Descriptive studies are well structured,

they tend to be rigid and its approach cannot be changed every now and then.

Descriptive studies are undertaken in many circumstances:

When the researcher is interested in knowing the characteristics of certain

groups such as age, profession.

When the researcher is interested in knowing the proportion of people in

given population who have behaved in a particular manner, making

projection of certain things.

The objective of this kind of study is to answer the why, who, what, when and

how of the subject under consideration.

I have taken descriptive because my research includes the knowing the behavior

of customer towards advertisement. I have analyzed how people of various age

groups respond to different advertising or their perception towards

advertisement. Also my survey is related to companies like Vodafone, Airtel,

Reliance communications, BSNL and Idea cellular.

Types of Questions:

OPEN ENDED:

They give the respondents complete freedom to decide the form , length and

detail of the answer. Open questions are preferred when the researchers is


interested in knowing what is upper most in the mind of respondents.

DICHOTOMOUS:

This type of questions have only two type of answer, yes or no. true or false etc.

MULTIPLE CHOICE QUESTIONS:

In the case of multiple choice question the respondents is offered two or more

choices. The researcher exhausts all the possible choices and the respondent has

to indicate which one is applicable in this case.

The research methodology that I undertook for the purpose of this

study is enumerated below:

PRIMARY RESEARCH:

This consisted questionnaire and interaction from various people. A focus group

study will be conducted to design the customer survey questionnaire with a

sample size of 200 respondents.

SECONDARY RESEARCH:

Sources of secondary data were primarily the Internet, journals, newspaper,

annual report, database available in the library, catalogues and presentations.


TELECOM SUBSCRIBER BASE IN INDIA

Indian telecommunication Industry is one of the fastest growing telecom market

in the world. The mobile sector has grown from around 10 million subscribers in

2002 to reach 150 million by early 2007 registering an average growth of over

90%. The two major reasons that have fuelled this growth are low tariffs coupled

with falling handset prices.

Surprisingly, CDMA market has increased it market share up to 30% thanks to

Reliance Communication. However, across the globe, CDMA has been losing out

numbers to popular GSM technology, contrary to the scenario in India.

The other reason that has tremendously helped the telecom Industry is the

regulatory changes and reforms that have been pushed for last 10 years by

successive Indian governments. According to Telecom Regulatory Authority of

India (TRAI) the rate of market expansion would increase with further regulatory

and structural reforms. Even though the fixed line market share has been

dropping consistently, the overall (fixed and mobile) subscribers have risen to

more than 200 million by first quarter of 2007. The telecom reforms have

allowed the foreign telecommunication companies to enter Indian market which

has still got huge potential. International telecom companies like Vodafone have

made entry into Indian market in a big way.

Currently the Indian Telecommunication market is valued at around $100 billion

(Rupees 400,000 crore). Two telecom players dominate this market - Bharti Airtel

with 27% market share and Reliance Communication with 20% along with other

players like BSNL (Bharat Sanchar Nigam Limited).

The Ministry of Communications and Information Technology (MCIT) is has very

aggressive plans to increase the pace of growth, targeting 500 million telephone

subscribers by the end of 2010.


SWOT ANALYSIS OF INDIAN TELECOM INDUSTRY

To summarize the SWOT analysis we can draw the following framework for

telecom industry:


MAJOR PLAYERS IN TELECOM INDUSTRY

TOP FIVE COMPANIES:

The Top five companies, on the basis of ‘Market Share’ as on 31st January, 2010

are:

Bharti Airtel Ltd.

Reliance Communications Ltd.

Vodafone Essar Ltd.

BSNL

Idea Cellular + Spice


ADVERTISING BY TELECOM INDUSTRY ON TV

Key Findings:

2007

Telecom sector advertising on TV grew by 61 per cent during 2007

compared to 2006.

Telecommunication Services segment had more than 60 per cent share of

overall Telecom sector advertising on TV.

Telecommunication Services has seen a rise of 108 per cent in TV

advertising, whereas Telecommunication Equipments saw a rise of 17 per

cent during 2007 over 2006.

Bharti Airtel Ltd was the number one advertiser under Telecommunication

Services and Nokia Corporation led Telecommunication Equipments

advertising on TV during 2007.

2008

TV advertising of Telecom sector saw a rise of 99 per cent during January -

August 2008 compared to January - August 2007.

'Telecommunication Services' garnered a high share of Telecom sector

advertising on TV during January - August 2008.

TV advertising of 'Telecommunication Equipments' saw a growth of 45 per

cent and that of 'Telecommunication Services' grew by 127 per cent during

January - August 2008.

http://www.indiantelevision.com/tamadex/y2k8/feb/tam7.php


'Nokia Corporation' leads in advertising of 'Telecommunication Equipments'

and ' Vodafone Essar Ltd' was number one advertisers for

'Telecommunication Services' on TV during January - August 2008.

'R Madhavan' had the maximum ad volumes of Celebrity Endorsement of

Telecom sector on TV during January - August 2008.

2009

Telecom sector has seen a decline of 16 per cent in its TV ad volumes

during Jan - Mar '09 compared to Jan - Mar '08.

High share of 'telecommunication services' advertising on TV during Jan-

Mar '09.

'Sony Ericsson (India)' was the top advertisers under 'telecommunication

equipments' and 'Bharti Airtel Ltd' leads in 'telecommunication services'

advertising on TV during Q1 '09.

'Sony Ericsson W595' and 'Sony Ericsson F305' were top two new brands

advertised under 'telecommunication equipments' on TV during Q1 '09.

Virgin vGlide Phones (slider) topped the chart of new 'telecommunication

services' advertised on TV during Q1 '09.


GROWTH IN ADS VOLUMES OF TELECOM SECTOR

2009

16 per cent drop in telecom sector advertising on TV during first quarter of

2009 compared to same period in 2008


SHARE OF SEGMENTS OF TELECOM SECTOR

2009

With 87 per cent share 'telecommunication services' leads in advertising of

'telecom sector' on TV, followed by 'telecommunication equipments' and

'corporate brand image' with 11 per cent and two per cent share

respectively during Q1 '09.


GROWTH IN AD VOL.S OF SEGMENTS OF

TELECOM SECTOR

2009

'Telecommunication services' have seen a decline of 7 per cent in its TV ad

volumes during Jan - Mar '09 compared to Jan - Mar '08.

TV advertising of 'telecommunication equipments' recorded a drop of 56

per cent during Q1 '09 compared to Q1 '08.


TOP FIVE ADVERTISERS UNDER THE

TELECOM SEGMENTS

2009

'Bharti Airtel Ltd', 'Vodafone Essar Ltd' and 'Bharat Sanchar Nigam Ltd' the

top three key players of 'telecommunication services' together accounted

for 65 per cent share on TV during Q1 '09.

During Q1 '09, top three advertiser together contributed for 83 per cent of

overall 'telecommunication equipment' TV advertising share viz. 'Sony

Ericsson (India)', 'Nokia Corporation' and 'LG Electronics India Ltd'.

http://www.indiantelevision.com/tamadex/y2k9/may/tam18.php


NEW BRANDS ADVERTISED IN TELECOM

EQUIPMENTS AND SERVICES

2009

Top 3 'telecom services' advertised on TV were 'Virgin vGlide Phones

(slider)', 'Vodafone Blackberry Storm' and 'Apple Music Caller Tunes'.

'Sony Ericsson W595 ', 'Sony Ericsson F305' and 'Samsung Guru 1410' were

the top three new 'telecommunication equipments' advertised on TV

during Q1 '09.

Top 10 list of new brands of 'telecommunication equipments' advertised on

TV, comprised of three brands of 'Sony Ericsson' and two were of 'HTC

Corporation' during Q1 '09.


TOP ADVERTISERS WITH CELEBRITY

ENDORSEMENT AD VOLUMES

2009

Top three celebrities endorsing telecom products on TV during the first

quarter of 2009 were 'Deepika Padukone', 'Saif Ali Khan' and 'Kareena

Kapoor'


DATA ANALYSIS AND INTERPRETATION

The main area of the study is the Advertising in Telecom Industry in India and its

Impact on Customers. For this purpose I conducted a survey of 200 people in

BHUBANESWAR city.

GENDER VALUE PERCENTAGE

MALE 118 59%

FEMALE 82 41%

Out of 200 respondents, 118 were male and 82 were female.

MALE59%

FEMALE41%

GENDER

MALE

FEMALE


Age: (a) 15-25 (b) 26-35 (c) 36-45 (d) Above 45

AGE VALUE PERCENTAGE

15-25 64 32%

26-35 60 30%

36-45 56 28%

Above 45 20 10%

Out of 200 respondents, 64 were between the age of 15-25, 60 were between the

age of 26-35, 56 were between the age of 36-45 and 20 were above 45.

45 AND ABOVE10%

36-4528%

15-2532%

26-3530%

AGE

45 AND ABOVE

36-45

15-25

26-35


Education: (a) Matriculate (b) Intermediate (C) Graduation (d)

Postgraduate

EDUCATION VALUE PERCENTAGE

MATRICULATE 28 14%

INTERMEDIATE 40 20%

GRADUATE 72 36%

POSTGRADUATE 60 30%

Out of 200 respondents 28 were matriculate, 40 were intermediate, 72 were

graduate and 60 were postgraduate.

Matriculate14%

Intermediate20%

Graduate36%

Postgraduate30%

EDUCATION

Matriculate

Intermediate

Graduate

Postgraduate


Who is your current service provider?

(a) Airtel (b) Vodafone (c) Reliance (d) BSNL (e) Idea (f) other

CURRENT SERVICE

PROVIDER

VALUE PERCENTAGE

AIRTEL 50 25%

VODAFONE 34 17%

RELIANCE 36 18%

BSNL 26 13%

IDEA 22 11%

OTHER 32 16%

RELIANCE18%

VODAFONE17%

AIRTEL25%

BSNL13%

IDEA11%

OTHER16%

CURRENT SERVICE PROVIDER

RELIANCE

VODAFONE

AIRTEL

BSNL

IDEA

OTHER


Out of 200 respondents 50 were using Airtel, 34 were using Vodafone, 36 were

using Reliance, 26 were using BSNL, 22 were using Idea and 32 were using others.

For how long you are using this mobile connection?

(a) Less than 6 months. (b) 6 to 12 months. (c) Above 12 months.

TIME PERIOD VALUE PERCENTAGE

LESS THAN 6 MONTHS 22 11%

6 TO 12 MONTHS 56 28%

ABOVE 12 MONTHS 120 61%

Out of 200 respondents 22 were using the current connection for less than 6

months, 56 were using it from 6-12 months and 120 were using it from more than

1 year.

LESS THEN 6 MONTHS

11%

6-12 MONTHS28%MORE THAN 12

MONTHS61%

TIME PERIOD OF CONNECTION

LESS THEN 6 MONTHS

6-12 MONTHS

MORE THAN 12 MONTHS


What were the reasons for choosing this mobile connection?

(a) Recommended by friends or relatives. (b) Recommended by retailers.

(c) Brand image (d) Advertisement

BUYING FORCE VALUE PERCENTAGE

FRIENDS / RELATIVES 76 38%

RETAILERS 24 12%

BRAND IMAGE 16 8%

ADVERTISEMENT 84 42%

Out of 200 respondents 76 were influenced by friends and relatives, 24 were

influenced by retailers, 16 were influenced by brand image and 84 were

influenced by advertisements.

FRIENDS RELATIVE

38%

RETAILERS12%

BRAND IMAGE8%

ADVERTISEMENT42%

BUYING FORCE

FRIENDS RELATIVE

RETAILERS

BRAND IMAGE

ADVERTISEMENT


While purchasing a connection advertising plays any role? (a) Yes (b) No

ADVERTISING IN

PURCHASE

VALUE PERCENTAGE

YES 168 84%

NO 32 16%

Out of 200 respondents 168 agreed that advertisements play a role in making

purchase decision and 32 did not agree on that.

From where do you watch advertisements the most?

(a) Television (b) Radio (c) Newspaper (d) Magazines (e) Other

YES84%

NO16%

ROLE OF ADVERTISING IN PURCHASE

YES

NO


SOURCE OF

ADVERTISEMENT

VALUE PERCENTAGE

TELEVISION 110 55%

RADIO 6 3%

NEWSPAPER 50 25%

MAGAZINE 14 7%

OTHER 20 10%

Out of 200 respondents 110 replied Television, 6 replied Radio, 50 replied

Newspapers, 14 replied Magazines and 20 replied Others.

Which telecommunication company has good advertising?


TELEVISION55%

RADIO3%

NEWSPAPERS25%

MAGAZINES7% OTHERS

10%

SOURCE OF ADVERTISEMENT

TELEVISION

RADIO

NEWSPAPERS

MAGAZINES

OTHERS


GOOD ADVERTISING VALUE PERCENTAGE

AIRTEL 50 25%

VODAFONE 64 32%

RELIANCE 30 15%

BSNL 16 8%

IDEA 40 20%

OTHER 0 0%

Out of 200 respondents 50 liked the advertisements of Airtel, 64 liked

advertisements of Vodafone, 30 liked the advertisements of Reliance, 16 liked the

advertisements of BSNL and 40 liked the advertisements of IDEA.

RELIANCE15%

VODAFONE32%

AIRTEL25%

IDEA20%

BSNL8%

OTHER0%

GOOD ADVERTISING

RELIANCE

VODAFONE

AIRTEL

IDEA

BSNL

OTHER


Do you think that advertisement made by company informs you about their

products?

(a) Yes (b) No (c) Undecided

INFORMATION IN ADS VALUE PERCENTAGE

YES 140 70%

NO 48 24%

UNDECIDED 12 6%

Out of 200 respondents 140 were in favor of that advertisements provides

information about the products, 48 were not in favor of that and 12 were not able

to decide.

YES70%

NO24%

UNDECIDED6%

INFORMATION IN ADVERTISEMENTS

YES

NO

UNDECIDED


Based on advertisements made by company, would you like to go for more

connections for you or your family in future?

(a) Yes. (b) No. (c) Undecided.

ADS FOR REFERENCE VALUE PERCENTAGE

YES 148 74%

NO 44 22%

UNDECIDED 8 4%

Out of 200 respondents 148 agreed that they would buy connection on the basis

of advertisement made by companies, 44 did not agree and 8 were not able to

decide.

YES74%

NO22%

UNDECIDED4%

ADVERTISEMENTS AS FUTURE REFERENCE

YES

NO

UNDECIDED


FINDINGS

74% of the people believes that advertisements play a role while making

purchase decision for new connection. So the companies should handle the

advertising properly and should try to deliver the information properly.

In telecom industry the most important factor which affects the purchase

decision of the customers is advertisement. Suggestions of friends and

relatives also plays major role in this. So the companies should take care of

the existing customers so that they can be recommended to others.

55% of the people likes to watch advertisements on television. And after

television people rated newspapers. So the companies should focus more

on television ads and newspaper ads.

32% of the people like Vodafone advertisements more than others. After

that Airtel and Idea comes. So the other companies should try to make

advertisements which can connect to the customers.

74% of the people believe that advertisements provide information about

the products. So the companies should try to deliver all the information

about the plans and offers through advertisements.

Majority of the people wants to buy the connections for family and friends

on the basis of advertisements. So advertisements should be given more

focus and importance by the telecom companies.


SUGGESTIONS

Information may be communicated to the customers regularly for better

feedback from customers.

The Companies may focus more on Television ads & Newspapers ads to

increase the effectiveness of the ads.

The Advertisements can provide all the relevant information to the

customers which are necessary for them.

The Companies may focus on rural areas while designing advertisement

campaign.

ANNEXURE

QUESTIONNAIRE

1. Name _________________________________________

2. Gender: (a) Male (b) Female

3. Age: (a) 15-25 (b) 26-35 (c) 36-45 (d) Above 45

4. Education: (a) Matriculate (b) Intermediate (C) Graduation (d)

Postgraduate

5. Who is your current service provider?



6. For how long you are using this mobile connection?

(a) Less than 6 months. (b) 6 to 12 months. (c) Above 12 months.

7. What were the reasons for choosing this mobile connection?

(a) Recommended by friends or relatives.

(b) Recommended by retailers.

(c) Brand image

(d) Advertisement

8. While purchasing a connection advertising plays any role? (a) Yes (b) No

9. From where do you watch advertisements the most?

(a) Television (b) Radio (c) Newspaper (d) Magazines (e) Other

10. Which telecommunication company has good advertising?


11. Do you think that advertisement made by company informs you about their

products?

(a) Yes (b) No (c) Undecided

12. Based on advertisements made by company , would you like to go for more

connections for you or your family in future?

(a) Yes. (b) No. (c) Undecided.


BIBLIOGRAPHY

Faculty Guide: MR. SUSHANT KUMAR MISHRA

Websites:

www.vodafone.in

www.airtel.in

www.rcom.co.in

www.bsnl.co.in

www.ideacellular.com

www.google.com

Newspapers:

Dainik Bhaskar

Rajasthan Patrika

The Times Of India

Books:

Foundations of advertising by S.A. Chunawala & K.C. Sethia

Advertising management by Rajeev Batra & John Myers

Advertising and promotion by George & Michal Belch

Documents

A Project on Telecom Industry by Gopal Kumar Agarwal