CITY PREMIER COLLEGE

SYNOPSIS

ON

“COMPARATIVE STUDY ON MARKETING STRATEGIES ADOPTED

BY AIRTEL & JIO IN NAGPUR 2017”

SUBMITTED TO
Rashtrasant Tukdoji Maharaj Nagpur University,
Nagpur.

In partial fulfillment of the requirement of

BACHELOR OF BUSINESS ADMINISTRATION

Developed & Submitted by

SOURABH VAIDYA

Under the Guidance of

PROF. NEHA ACHARYA

Department of Business Administration

CITY PREMIER COLLEGE

Hindustan Colony, Wardha Road, Nagpur

Academic Year 2017 – 18

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INDEX

Chapter Title Page no.

No.

1 Introduction 1

2 Company Profile 2

3 Objective of study 3

4 Hypothesis 4

5 Scope of the study 5

6 Problem Definition 6

7 Research Methodology 7

8 Expected Contribution 8

9 Chapterization 9
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INTRODUCTION

The marketing strategy analysis, planning, implementation and management process

is described below. The strategic situation analysis considers market and competitor analysis,
market segmentation, and continuous learning about markets. Designing marketing strategy
examines customer targeting and positioning strategies, marketing relationship strategies and
planning for new products. Marketing program development consists of product, distribution,
price, and promotion strategies designed and implemented to meet the value requirements of
targeted buyers. Strategy implementation and management consider organizational design
and marketing strategy implementation and control.

Marketing is a social and managerial process by which individuals and groups obtain
what they need and want through creating and exchanging products and values with others. It
is a integrated process through which companies create value for customers and build strong
customer relationships in order to capture value from customer in return.

Marketing is used to create the customer, to keep the customer and to satisfy the
customer. With the customers as the focus of its activities, it can be concluded that marketing
management is one of the major components of business management. The evolution of
marketing was caused due to mature markets and overcapacities in the last decades.
Companies then shifted the focus from production to customers in order to stay profitable.

The term marketing concept holds that achieving organizational goals depends on
knowing the needs and wants of target markets and delivering the desired satisfactions. It
proposes that in order to satisfy its organizational objectives, an organization should
anticipate the needs and wants of consumers and satisfy these more effectively than
competitors.

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COMPANY PROFILE
AIRTEL

Airtel is a brand of telecommunication services in India operated by Bharti Airtel.

Airtel is the largest cellular service provider in India in terms of number of

subscribers. Bharti Airtel owns the Airtel brand and provides the following services 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 Enterprise Services (Telecommunications Consulting for corporates). It has presence in
all 23 circles of the country and covers 71% of the current population (as of FY07).

Leading international telecommunication companies such as Vodafone and SingTel

held partial stakes in Bharti Airtel.

Vision

"As we spread wings to expand our capabilities and explore new horizons, the
fundamental focus remains unchanged: seek out the best technology in the world and put it at
the service of our ultimate user: our customer."
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RELIANCE JIO

Reliance Jio Infocomm Limited, or Jio, is an LTE mobile network operator in India.
It is a wholly owned subsidiary of Reliance Industries headquartered in Navi
Mumbai, Maharashtra that provides wireless 4G LTE service network (without 2G/3G based
services) and is the only 'VoLTE-only' (Voice over LTE) operator in the country which lacks
legacy network support of 2G and 3G, with coverage across all 22 telecom circles in India.

The services were first beta-launched to Jio's partners and employees on 27 December
2015 on the eve of 83rd birth anniversary of late Dhirubhai Ambani, founder of Reliance
Industries, and later services were commercially launched on 5th September 2016.

In June 2010, Reliance Industries (RIL) bought a 96% stake in Infotel Broadband
Services Limited (IBSL) for 4,800 crore (US$750 million). Although unlisted, IBSL was the
only company that won broadband spectrum in all 22 circles in India in the 4G auction that
took place earlier that year. Later continuing as RIL's telecom subsidiary, Infotel Broadband
Services Limited was renamed as Reliance Jio Infocomm Limited (RJIL) in January 2013.

In June 2015, Jio announced that it will start its operations all over the country by the
end of 2015. However, four months later in October 2015, the company's spokesmen sent out
a press release stating that the launch was postponed to the first quarter of the financial year
2016-2017.

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OBJECTIVES OF THE STUDY

 To identify the difference between market performance of Airtel and Jio.

 To study the market of Airtel and Jio on big scale telecommunication sector.
 To compare various parameters of marketing strategies, manufacturing process,
technology adopted production policy, advertising, collaboration, export
scenario, future prospect for the two companies and government policies .
 To study customer buying behavior and factors which influence the purchase decision
process.
 To know how the company has been successful in encountering the aggressive
marketing strategies of competitors.
 To study the concept of marketing strategies adopted by Airtel & Jio.
 To find the consumer satisfaction towards Airtel and Jio.
 To study the market share of the Airtel & Jio.
 To know the sales position of the Airtel & Jio.

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SCOPE OF THE STUDY

 The various technology adopted by the company and future requirement of

implementation in technology that satisfied the customer need.
 The areas covered under the research are Airtel and Jio in Nagpur region.
 The importance of marketing strategy applied by company to the market share.
 The effect of the company that effect on sales and consumers behavior.

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HYPOTHESIS

Hypothesis is a proposed explanation for an observable phenomenon. The term

derives from the Greek, hyposthenia meaning "to put under" or "to “suppose”.

 Customer are more satisfied with the marketing strategies adopted by Jio.

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PROBLEM DEFINITION

The main purpose of this project is to study the “COMPARATIVE STUDY ON

MARKETING STRATEGIES ADOPTED BY AIRTEL & JIO IN NAGPUR 2017”
Company currently may not focus on all the Marketing strategies & may not cover all
the geographical areas of Nagpur city. Proper Marketing strategies are most important in
order to achieve best result. Marketing strategies implemented by the company may not be
satisfactory. The study will explore the factors responsible for consumer satisfaction.

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RESEARCH METHODOLOGY

Marketing is an essential aspect of every business organization, if it is to be

successful. Good marketing managers are referred to as those who have fair and are able to
take decisions based on their instincts and gut feeling in other word, this are person who are
clearly tried to understand to particular industry, there product offering, their competitor,
there customer and above all how to use marketing communication to successfully sell as
product. But the continuously changing marketing environment involve a great amount of
uncertainty, risk and above all substantial marketing expenditure.

METHODS OF DATA COLLECTION

 PRIMARY DATA
 SECONDARY DATA

A research plan was followed for gathering primary data, secondary data or both.

PRIMARY DATA

Primary data consisted of original information gathered for the specific purpose. Data
will be collected from the primary sources i.e. questionnaire was developed with the help of
which personal interview were carried out. Also along with this I earned out personal
interviews with direct users like contractor and domestic users.

SECONDARY DATA

The secondary data will be collected from Nagpur city Authorized dealer, from
broachers, from website of the company, news papers, magazines, Company websites and
search engines.

Sample Size :- The Sample size is 50 Respondent

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EXPECTED CONTRIBUTION:

 This study will be beneficial for the customers; it will help them in buying right
product.
 The report will help to understand the importance of managing a brand and brand
identity as a tool and its impact on the Market.
 Then this report the employees will come to known about the various tools of
marketing strategy available.
 The competitor will come to know the effective marketing strategies.
 The goal will come to know available the latest development in the field of marketing.

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CHAPTERIZATION

1) Introduction

2) Company profile

3) Research study

• Problem definition.

• Objectives of study.

• Hypothesis of study.

• Scope of study (research methodology).

• Theoretical perspectives

4) Research methodology

5) Data collection

6) Data analysis & interpretation

7) Conclusions

8) References

9) Recommendation & suggestion

10) Annexure