bhupender project

8/4/2019 Bhupender Project

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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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4

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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4

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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4

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

bhupender project

Documents