Dissertation report

On

IMPACT OF BRANDING ON TELECOM INDUSTRY

By

Rahul Trikha
A0101907368
MBA Class of 2009

Under the Supervision of

Dr. R.S Rai

Faculty Guide

In Partial Fulfilment of Award of Master of Business Administration

To
AMITY BUSINESS SCHOOL

AMITY UNIVERSITY UTTAR PRADESH

SECTOR 125, NOIDA - 201303, UTTAR PRADESH, INDIA
2009

AMITY UNIVERSITY UTTAR PRADESH

AMITY BUSINESS SCHOOL
DECLARATION

I, Rahul Trikha student of Masters of Business Administration from Amity Business School,
Amity University Uttar Pradesh hereby declare that I have completed Dissertation on Impact of
Branding on Telecom Industry as part of the course requirement.

I further declare that the information presented in this project is true and original to the best of
my knowledge.

DATE: 23/03/2009
PLACE: NOIDA

RAHUL TRIKHA
A0101907368
MBA GENERAL 2007-2009

AMITY UNIVERSITY UTTAR PRADESH

AMITY BUSINESS SCHOOL

CERTIFICATE

I, Dr R S Rai hereby certify that Rahul Trikha student of Masters of Business

Administration at Amity Business School, Amity University Uttar Pradesh has completed
dissertation on Impact of Branding on Telecom Industry, under my guidance.

Dr. R.S
Rai
Astt. Professor

ACKNOWLEDGMENT
With great pleasure, I owe a debt of gratitude to Dr. R.S Rai, my guide and mentor for giving
his valuable guidance, and constant encouragement which helped me constantly during the
report.
I am indebted to a number of people for sparing their time and sharing insights and
experiences with me.
I also acknowledge my heartfelt gratitude to my friends for their excellent efforts and
encouragements, which had been provided to me throughout the report.

Rahul Trikha

Executive Summary
I had the opportunity to do my dissertation report on the topic Impact of branding on
Telecom Industry. The objective of the project was to conduct a broad study to analyze the
impact of branding on the telecom service providers with special reference to AIRTEL,
Vodafone and Idea and to analyze what role branding plays in acquiring and retaining
customers.
Before Taking the study to the market, adequate knowledge and understanding was gained
regarding the telecom industry and specially the GSM sector. This was closely followed by
gaining a PMS( Product Matter Expertise) and then learning about the marketing strategies of
these companies. All the literature related to the research objectives was closely analyzed and
then hypothesis were formulated. To analyze the customers perception about different brands
and various statistical tools and research methodologies were applied.
The project focused on the the changing dynamics of the consumer behavior and shift in
consumers preference of higher end and technologically superior brands. The project also
highlights the branding strategies of various brands, to create strong differentiation and
competitive advantage.
Accordingly the findings were interpreted and analyzed then suggestions given by the
customers were enclosed. Finally it was observed that branding plays a significant role in
telecom industry as it is a service sector where brand prominence and recall is the final force
behind the market share of any company.

Table of Contents
Contents------------------------------------------------------------------------------------------Page No
Chapter 1- Introduction
Introduction

Telecom Industry in India

2-6

Chapter 2- Review of Literature

About Telecom Industry

7-9

GSM Technology

10-13

Telecommunications

14-15

Cellular Industry in India

16-17

Delhi Cellular Market

18-20

Chapter 3- Problem Statement

Objective of the Study

23

Scope of the Study

24

Chapter 4- Research Methodology

Research Design

26

Sample Plan

27

Data Collection

28

Summary of Research Methodology

29

Limitations

30

Chapter 5- Domain of Study

About Vodafone

32-33

About Airtel

34-35

About Idea

36-37

Marketing Strategies and Branding in Mobile Telephony

38

Current marketing strategies

39-41

Branding and Brand Building

42

Brand Equity

43

Brand Extension

44

Brand Identity

45-47

Branding in Airtel

48

Branding in Vodafone

49-50

Branding in Idea

51-52

Bundling as Marketing Strategy

53

Mode of Comparison- Brand Equity Model

54

Loyalty Measures

55

Awareness Measures

56

Chapter 7- Result and Findings

Breakup of Respondents

58

Cellular Connection & Service Providers

59

Category of Connection used

60

Reason for Selection of Service Provider

61-62

Brand Awareness

63

Customer Satisfaction

64

Perceived Value (Tariff/Rental Plans)

65

Price Premium

66

Perceived Quality

67

Brand Personality

68

Organizational Association

69-74

Analysis after Comparison

75

Note on Customers Response

76

Recommendations

78

Conclusion

80

Bibliography

81

Annexure

82