TRAINING REPORT

ON

“Effectiveness and Impact of marketing

Communication of Cellular service
Providers”

IN THE PARTIAL FULFILLMENT OF THE MASTER OF

BUSINESS ADMINISTRATION (MBA) DEGREEE

SUBMITTED BY SUBMITTED TO:

ZAHOOR AHMAD SHAH SIMRAN JAWANDAH

(ROLL NO. 9792

PUNJAB TECHNICAL UNIVERSITY

JALANDHAR
ACADEMIC SESSION
(2009-2011)

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 CERTIFICATE

This is to certify that the survey entitled,” Effectiveness and

Impact Of marketing Communication of Cellular service
Providers” submitted in partial fulfillment of the requirement for the
award of degree of Master of Business Administration (MBA) from
Rayat institute of management Ropar affiliated to Punjab
Technical University Jalandhar is bonafide research work carried
out by Mr Zahoor Ahmad Shah under by the supervision and that no
part of research work has been submitted for any other degree. I
also undertake that the work is purely academic and no part has
been copied or taken from anywhere.
The assistance and help received during the execution of the
project has been fully acknowledged.

(Mr. Javid Ahmad

Manager Marketing.

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 ACKNOWLEDGEMENT

This project consists of imprints of many personalities who

have given their contribution in making this research work
successful.
At first I would like to thank the Management of Aircel for
providing me an opportunity to work as summer trainee with their
Marketing & Sales Section.
I express my deepest sense of gratitude and respect to my
project Guide and Mentor, Mr. Javid Ahmad that under his able
guidance at every stage I accomplished this project by giving me
such an interested research work which added n number of things to
my corporate experience.
I am also thankful to my respondents for giving me their
precious time in answering my questionnaires and also a word of
thanks goes to my seniors, friends and other persons who helped
me lot in preparing this project.
I also thank the Almighty Allah for blessing me to complete
this project. Parents are the other face of God and this work could
have never been a reality without the help of my parents.

Zahoor ahmad shah.

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 PREFACE

In the present context not only the theoretical knowledge is

important, but the practical exposure of that theoretical knowledge
is equally importance too.
This research project is a part of the Business
Administration Course being taken up at Rayat institute of
management Ropar affiliated to Punjab Technical University
Jalandhar.
I was provided an opportunity to undergo training at the
Aircel Pvt. Ltd. at its Marketing & Sales Section Srinagar. The topic
assigned to me was:

“Effectiveness and Impact of marketing Communication of

Cellular Service Providers”

This project has been of great help in providing me an insight

in the real life working of an organization; it gave me a chance to
apply all I had learnt to practical situations, enhancing my
understanding and image of the business world.
This experience in decision making and practical application
of knowledge has contributed greatly to my growth both as a person
and manager. The survey has been conducted with proper care and
delicacy in order to avoid any kind of mistake.

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8
 TABLE OF CONTENTS

[Link]. Chapters Page

1. Introduction 10-14

2. Objective 0f The Research 15-16

3. Research Methodology 17-19

4. Data interpretation and Analysis 20-38

5. Suggestions 39-40

6. Conclusion 41-42

7. Bibliography And References 43-44

8. Annexure 45-47

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INTRODUCTION OF

INTRODUCTION

10
 About Aircel
The Aircel Group is a joint venture between Maxis Communications Berhad of
Malaysia and Apollo Hospital Enterprise Ltd of India, with Maxis
Communications holding a majority stake of 74%.
Aircel commenced operations in 1999 and became the leading mobile
operator in Tamil Nadu within 18 months. In December 2003, it launched
commercially in Chennai and quickly established itself as a market leader – a
position it has held since.
Aircel began its outward expansion in 2005 and met with unprecedented
success in the Eastern frontier circles. It emerged a market leader in Assam and
in the North Eastern provinces within 18 months of operations. During this
period, the company gained a foothold in 9 circles including Chennai, Tamil
Nadu, Assam, North East, Orissa, Bihar, Jammu & Kashmir, Himachal Pradesh
and West Bengal.
The Company has currently gained a momentum in the space of telecom in
India post the allocation of additional spectrum by the Department of Telecom,
Govt. of India for 13 new circles across India. These include Delhi (Metro),
Mumbai (Metro), Andhra Pradesh, Gujarat, Haryana, Karnataka, Kerala,
Madhya Pradesh, Maharashtra & Goa, Rajasthan, Punjab, UP (West) and UP
(East).
Aircel has won many awards and recognitions. Voice and Data gave Aircel
the highest rating for overall customer satisfaction and network quality in 2006.
Aircel emerged as the top mid-size utility company in Business world’s ‘List of
Best Mid-Size Companies’ in 2007. Additionally, [Link] recognized Aircel as
the best regional operator in 2008.

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With over 10 million customers in the country, Aircel, the fastest growing
telecom company in India, has revved up plans to become a full-fledged
national operator by 2009

Aircel, the leader in airborne

telecommunications for business
aviation, is now developing the
first affordable, North America-
wide airborne broadband solution\.

After winning the FCC's recent air-to-ground spectrum licensing auction,

Aircel is spearheading a Wi-Fi revolution that will change the airline and business
aircraft passenger experience by early 2008.
Dramatically different in execution from other passenger services, Aircel
broadband is lighter, smaller and more cost-effective than anything that¹s come
before it. A new approach that brings the Internet, e-mail and other data services
to aircraft passengers – an Aircell exclusive for both commercial airliners and
business aircraft. Aircel broadband uses air-to-ground (ATG) communications to
provide a reliable, high-speed connection, at costs comparable to what
passengers pay for ground-based service.
With more than ten years of experience in business aviation, Aircel builds
products that are offered by virtually every fixed- and rotory-wing airframe
manufacturer, and are installed aboard all of the world's largest fractional

12
ownership fleets. In 2006, our innovative products and broad market acceptance
led us to another year of record sales and explosive growth.
And now, with our exclusive FCC broadband frequency license and a “dream
team” of wireless talent, Aircel is poised to offer the flying public its first taste of
broadband speed and performance – and a chance to step into the future.

Aircel Prepaid
Welcome to a world of convenience and comfort with Aircel prepaid plans!
Now speak as much as you want to. Find a tariff plan that fits your usage and
budget best. What’s more, get a whole bouquet of value-added services to go
with it.
With easy recharge options, you will never run out of validity again. Add to that
our widespread network allows you to get the best cellular experience possible.
So get connected and be a part of the Aircel family today!

Aircel Postpaid
Aircel offers you postpaid plans which are tailor-made to suit your calling needs.
You can now explore the world of limitless possibilities by subscribing to an Aircel
postpaid plan!

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Our customer care is always ready to help and support to ensure you an exciting
and a trouble-free experience. Not only that, you also get a host of exciting value-
added services along with your postpaid connection.
So get connected and be a part of the Aircel family today!

Aircel Roaming
With Aircel Roaming facilities, the world now seems a much smaller place! Aircel
has tied up with cellular service providers across India and abroad so that you will
always stay connected, wherever you go and stay in touch with family and
friends, wherever they are! So roam around and explore the world without
hesitation with Aircel.

Careers
Aircel is Tamil Nadu’s No.1 mobile operator and part of Maxis—the leader in
telecom services in Malaysia. With prospects of rapid expansion and Pan-India
coverage in the near future, Aircel is the perfect way to kick-start your career.

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OBJECTIVES OF THE RESEARCH

The primary objective of the research was to know the effectiveness and
Impact of marketing communication of cellular service providers (CSP) but
during the survey following things I have kept in mind.

[Link] study the marketing communication of various cellular service

15
 provider (CSP) in Kashmir valley.

2. To identify the various communication media through which the CSP

promote their products and services.

3. To study the impact of the marketing communication on the end users

of their services.

4. To identify the most effective promotional tool used by CSP.

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 RESEARCH METHODOLOGY

The study is an exercise involving estimation of parameters

as regard to organizational requirements. Research was designed
so as to get the relevant information that can be used for various
purposes in the organization. The information is to be collected from
the different sources of data.

• Data Source:-

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 Two types of data were taken into consideration i.e., primary
and secondary data. But major emphasis was given on gathering
primary data. The secondary data was used only to supplement the
primary data and to make things clear.

• Primary Data:-
We took primary data by interview method which covered the
answering of questionnaires from people. We collected the data first
hand for the first time.

• Secondary Data:-

We consulted some books and previous project reports for

some topic like Introduction to the topic and also referred some
websites. We also took information from various people who are in
close touch with the consumers.

• Survey:-

The type of survey undertaken was that of sample type

keeping in consideration the time constraint and paraphernalia,
besides the viability of census survey, the sample survey thus being
taken to the right path to reach the desired destination was carefully
planed to convert all the operation by using selected samples.

• Statistical Tool:-

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 The tool for obtaining the information was questionnaire. A
structured questionnaire was administered. The questionnaire was
designed in the view both major and minor objective of study.

• Sampling:-

I used stratified sampling for collection of the data, where the whole
population is divided in small strata/groups and the samples are taken from
each group.

• Sample size:-
The sample size was taken to be 80 in the cluster population of
customer universe.

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1. The brand that comes to your mind first when you think about Cellular
Service Providers (CSP).

Age-wise:-

20
 40
Aircel
35
30 Airtel
25
BSNL
20
o
15
Others
10
5
0

The above graph reveals that Airtel comes first in mind of about 40% of
people followed by Aircel with 20%,BSNL and others of 10%.

2. Marketing Communication from which CSP prompts/attracts you to use its

services.

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Age-wise:-

Aircel

Airtel

50 BSNL

40 Others
respondents
%age no. of

30
20 Others
BSNL
10 Airtel
Aircel
0

The above graph reveals that about 30% believe that marketing
communication of Airtel attracts them most followed by Aircel with 23%BSNL
with 10% and others with 7%

3. Rank the following CSP in terms of their Marketing Communication

Programme (e.g, Hoardings, Radio, TV Ads, Retailers, Pole Kiosks etc.).

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 Aircel

Airtel

35 BSNL
30
respondents

Others
%age no. of

25
20
15 Others
10 BSNL
5 Airtel
Aircel
0

The above graph shows that 30% of respodents believe that Airtel spends
more in Advertisments followed by Aircel with 20% of respodents and BSNL
15% and others with 10%.

4. You mostly get the information about the offers provided by your CSP
through.

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Age-wise:-

40
SMS Promos
35
Retailer
30
New-Paper
25
Radio
%age

20
Local TV Ads
15
Others
10
5
0

The above graph shows hat 40 % of respodents believe that receive

information from SMS Promose ,15% from radio, local tv and others of 45%.

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5. If you are given a particular option where you can get all the information
about the offers provided by your CSP, which one you can prefer.

Age-wise:-

Customer Care

Retailer

Computerized
40
voice enquiry
35 Radio
30
25 News-Papers
%age

20
15 New s-Papers Others
10 Computerized voice enquiry
5
Customer Care
0

The above graph shows that about 35% of respodents prefare customer care
for the information followed by others 50% and news paper ,radio of 10%.

6. The most appealing medium of marketing communication according to you

is.

25
Age-wise:-

35
Hoardings
30 Radio
25 Local TV
20
%age

Retailers
15 Pole kiosks
10 Others
5
0

The above graph reveals that 35% of respodents feel that radio are the most
appealing medium of marketing communication local tv get the support of
17%,retailer and pole kiosks 20% and 0thers28%.

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7. You enquire about new offers provided by your CSP from:

Age-wise:-

60
Retail
%age no. of respondents

50 outlets
Customer
40 care
Friends
30
Others
20

10

The above graph reveals that 67% of respodents enquire about customer
care,others 15%, and friends,retailer 18%.

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8. When you come across any out door media ( Hoardings, Banners, Printers,
Pole Kiosks etc. ) you:

Age-wise:-

Just have a quick

look
Go through it
40
thorouhly
30
Read &
%age

20 remmember it
Read & remmember it
10 Don't pay attention
Just have a quick look
0

The above graph that 40% of the respodents read and remember on out door
media ,10% just have a look on it and 10% don’t pay attention towards it and
other go through it thoroughly.

9. You come to know about offers provided by your CSP:

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Age-wise:-

At the right
40 tim e
35
%age no. of respondents

Too late to
30 avail it

25 After the
offer is
20 over
Can't say
15
10
5
0

The above reveals that 40% of respodents come to know about the offers at
the right time,20% receives the knowledge too late, 10% after offer is over,7%
cant say anything.

10 (A): The company that according to you has the best marketing
communication programme is:

Age-wise:-

29
 45 Aircel
%age no. of respondents 40
35
Airtel
30
25
20
BSNL
15
10 Others
5
0
Age-groups

The above graph shows that 45% of respodents feel Airtel has best
communication programe,15% go with Aircel,20% go with BSNL and others.

(B) What do you find attractive about the communication programme of this
company:

50 50

Ads
%age no. of respondents

40

30 30

20 Others

10

11 (A). The lattest marketing communication from a CSP that you have come
across recently:

Age-wise:-

30
 STD any Where In
India @1.50
Full talk time on 110
&220
30 Plan of 125 for low call
charges
25 299 plan
20
%age

15 39 plan
10 299 plan
Others
5
STD any Where In India @1.50
0

(B). How did you come to know about this offer:

Age-wise:-

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 50
SMS

%age no. of respondents

40

Retailer
30

20 Others

10

The above graph reveals that 50% of respodents got the latest
scheme of full talk time, 25% std any where with lowering of call charge,
50% of respodents got information through SMS, 20%from retails and
10% from others.

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12. (A), during your travel to up-country areas in the valley (e.g., Baramula,
Kupwara, Pulwama etc.), do you come across advertisements of CSP.

Age-wise:-

50 Yes
%age no. of respondents

40
No
30
I don't
20 travel a lot
Can't say
10

0
Age-groups

The above graph reveals while traveling to up country areas 50% of

respodents come across the advertisments of their CSP, 20% don’t get, 5%
cant say anything.

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12. (B), Do you remember any of them? Please name a few.

Age-wise:-

45 Aircel
40
%age no. of respondents

35 Airtel
30
25 BSNL
20
15 others
10
5
0

The above graph reveals that 45 %respodents remember the advertisments

of Airtel, 25% remember the Aircel advertisement, 7% BSNL and 3
remember the others .

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13. The News-Paper you read most.

Age-wise:-

Greater Kashmir

Alsafa
50
40 Aftab
30
%qge

Any Other
Any Other
20 Aftab
10 Alsafa
Greater Kashmir
0

The above graph suggests that 50% of respodents read greater

Kashmir,alsafa 20%,aftab also 20% and 10% read others.

14. The local TV channel that you watch most.

Age-wise:-

35
 DD Kashir

SEN Chennel

Take One
30
25 JK Chennel
respondents
%age no. of

20 t
I don't watch the
15 I don't w atch the local chennel
local chennel
10 Take One
5
DD Kashir
0

The above graph states 30% of respodents watch DD kashir, 25% watch SEN
channel, 20% watch TAKE ONE channel,15% jk channel and 10% don’t
watch.

15. Which media would you suggest the cellular service providers to advertise
through?

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Age-wise:-

40 Print
media
35
%age no. of respondents

Radio
30
25
TV
20
15 Internet
10
5
0

The above graph reveals that 40% of respodents suggest the cellular service
providers to advertise through tv,35% through print media,15% radio and 10%
internet.

16. What influenced you to purchase the current mobile connection?

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Age-wise:-

40 Better
%age no. of respondents

35 Service
30 Easy
25 Availability
20 Excel
power
15
Others
10
5
0
Age-groups

The above graph reveals that 40% of respodents purchased the current
mobile connection because of better service,15% because of easy
availability,10% others and 13% exel power.

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39
 SUGGESTIONS

In the light of the findings of the study the following suggestions have been
found for the improvement of the Marketing Communication of Cellular
Service Providers.

1. The Cellular service Providers should increase the percentage of sales

to the private concerns.

2. The CSP’s should ensure the easy activation of Sim Cards.

3. The recharge coupon issued by CSP’s should be easily in the market.

4. There should be full talk time on easy recharge.

5. Maximum Towers should be set up by CSP’s for the good network

coverage.

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 CONCLUSION

From the survey regarding “Effectiveness and Impact of Marketing

Communication of Cellular Service Providers”. I concluded that the Airtel has
major impact on the people (Cellular Service Users) regarding effectiveness of
marketing communication of CSP’s. Airtel has covered almost whole of

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Kashmir because of its effective marketing communication. Then comes the
number of BSNL followed by Aircel.
As we all know that, “Fittest will survive” but in the present context, it
has been modified as only the,“Fastest will survive”. So if any competitor to
Airtel (Aircel) has to use the second approach.

FINDINGS

• I found that the Airtel is providing better services to their customers

followed by AirCel.
• I found that Airtel is providing full talktime on its every recharge coupon
to their customers and Aircel is doing also well on the other hand.
• I found that there is an easy availability of Airtel sim cards in Kashmir
valley.
• I found that majority of the respondents believe that the Airtel spends
more on advertisements followed by Aircel.

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• I found that majority of the respondents feel that Airtel has Best
programme services followed by Aircel.

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 BIBLIOGRAPHY AND REFERENCES

During the completion of this project work I have taken refrenced from
various sources.

THEY ARE MENTIONED BELOW:

VARIOUS MANAGEMENT BOOKS:

• Dutta,Anadiya,(2010 nov),indian gernal

marketing.

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• Kotler,Philip, Marketing Management”.

• Research Methodology by C. R. Kothari.

• Service Marketing By Zeithmal.

 Websites of AIRCEL Company.

[Link]

[Link]

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