Marketing Strategies of Telecom Sector

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Executive summary:
We are in the era of entertainment through mobile handsets. Downloading a ring tone, watching your favourite movies of tracking cricket score, sending messages, doing internet and chating the list of activity that you can do using your cell phone is endless. To supplement stagnant voice revenues cellular operator are now turning to VAS to boost revenues in both data and value added voice service. Airtel, Vodafone and Idea have deep rooted presence in the Indian telecom sector through their wide product offerings and excellent distribution networks. The real aim of this project is to study the effectiveness and responses towards marketing strategies adopted by Airtel, Vodafone and Idea. But many sub objectives are also included under this project so as to make it comprehensive one. The internal study of companies- history, vision, business areas etc. to analyse how well poised the company are to compete or rather just exist in the market that is providing itself to be the most competitive in post liberalization Indian economy. Primary data will be collected by designing the customer survey questionnaires’ with a sample size of 150 respondents’. This survey is to be conducted in Fatehgarh sahib; secondary data will be collected through websites, articles, journals etc. The appropriate statistical tools’ will be used according to my study.

Than 125 million telephones network is one of the largest communication networks in world, which continues to grow at a blistering pace The rapid growth in telecom sector can be attributed to the various pro-active and positive policy measures taken by the government as well as the dynamic and entrepreneurial spirit of the various telecom service providers both in private and public sector. The telecom sector has shown impressive growth during the past decade. Today, more Two striking features of the growth viz. increasing preference for mobile phones and higher contribution of private sector in the incremental growth have predominated the telecom sector. The share of mobile phones (including WLL mobile) has overtaken the share of landlines with 62% in the total no. of phones. The private sector’s contribution is also increasing rapidly. Currently more than 30 lakh phones are being added each month and it is targeted that by the end of 2008 the total no. of phones may reach a level of 350 million taking the tele-density to more than 30% which is currently at 24.63%. Network Expansion: The total no, of subscribers has reached 281.62 million at the end of January 2008 as compared to 232.87 million in July 2007. The overall tele-density has increased to 23.63% in January 2008 as compared to 21.2% in August 2007. Wireless Service: The wireless segment saw a surge of 8.77 million subscribers last month compared to 8.17 million in December 2007. This pushed the total wireless subscriber’s base to 242.40 million by Jan 31 2008. Wire Line Subscribers: The wire line segment subscriber base stood at 39.73 million with a decrease of .16 million at the end of January 2008. Teledensity: The gross subscriber base reached 206.83 million at the end of March 2007. The teledensity is 24.63% at the end of January 2008 as compared to 18.31% at the end of March 2007, registering an increase of 6%. Increasing Role of Private Sector: The private sector has played a significant role in the growth of telecom sector. The share of private sector has risen to 85% in December 2007 from 64.14% in November 2006. Tariff Rebalancing Measures: There has been a dramatic fall in the tariffs due to increased competition. The minimum effective charges for local calls have fallen considerably in recent months especially for cellular services. The long distance domestic as well as international charges have also fallen considerably. Telecom regulatory authority of India (TRAI): TRAI was established under the Telecom Regulatory Authority of India Act, 1997...
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