Submitted By:

Sneha Singh

A Marketing strategy is a process that can allow an

organization to concentrate its limited resources on
the greatest opportunities to increase sales and
achieve a sustainable competitive advantage. Its a
written plan which combines product development,
promotion, distribution, and pricing approach,
identifies the firm's marketing goals, and explains
how they will be achieved within a stated timeframe.
Marketing strategy determines the choice of target
market segment, positioning, marketing mix, and
allocation of resources. It is most effective when it is
an integral component of firm strategy, defining how
the organization will successfully engage customers,
prospects, and competitors in the market arena.

+ To make a comparative study of the major

players in Indian Service Provider.

+ To know the customer perception, choice and
preference regarding various services provider.
+ To know about the awareness level of
consumers regarding their mobile connections
service provider
+ To ascertain the services that consumer prefer
in selecting a particular mobile connection
service provider.

+ Marketing strategy has been a salient focus of academic inquiry since

the 1980s, according to (Mavondo 2000).There are numerous

definitions of marketing strategy in the literature and such definitions
reflect different perspectives (Li et al 2000). A traditional definition of
marketing strategy is a plan for pursuing the firms objectives or how
the company is going to obtain its marketing goals with a specific
market segment (Orville and Walker 2008; Theodosio, Leonidus, 2003;
Kotler, Armstrong, 2009) while Brodrechtova (2008) explains that
marketing strategy is a roadmap of how a firm assigns its resource and
relates to its environment and achieves corporate objective in order to
generate economic value and keep the firm ahead of its competitors. In
laymen terms it is to determine the nature, strength, direction, and
interaction between the marketing mix-elements and the
environmental factors in a particular situation(Li et al 2000).
According to Levie(2006), the aim of the development of an
organizations marketing strategy development is to establish, build,
defend and maintain its competitive advantage. A thorough analysis of
the newest scientific articles on strategic management and
organisational behaviour indicates that 71% of them analyse company
performance as a dependent variable, 12% of them analyse it as an
independent variable while 11% of the studies analyse performance as
a dependent as well as an independent variable (March and Sutton
1997).

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Research Design- Descriptive Research

Data Collection Tools
Primary Data Source Questionnaire & Personal Interview
Secondary Data Source - Newspaper & magazines

+ POPULATION
+ The aggregate of all the elements, sharing some common set

of characteristics that comprises the universe for the purpose of

the research problem
+ In this project all the Customers of Airtel, Lucknow has been
taken, in the population.
+ Sample: A subgroup of the elements of the population selected
for participation in the study .In this project sample size is 100
employees
+ Sampling Unit: Airtel Lucknow

This is an information era; significance of information cannot be over emphasized. This

study attempts to find out the satisfaction of consumer regarding mobile connection by
different service providers. This decade, most of the people are using cell phones. So,
service providers are increasing in more levels. So service provider should over come
one anothers competition. So, it leads to adding new features, schemes, periodical offers
to their services. So, the consumers get maximum benefit from their service providers.
Detailed information regarding the customer in a market will provide the basic platform
for all marketing decisions. Marketing decision maker needs descriptive information
about the total potential and sales in each segment. Perhaps the most important one is
that a seller needs to be aware of the relevant objectives and needs of consumers and
how their objectives might best be served by their products.
The following study of the consumer perception about mobile connection will lead to
provide a lot of very important informations about consumers preferences &
satisfaction. After the study we will come to know about various important aspects of
consumer behaviour about mobile connectivity. We will know that what are the
motivating factors behind the consumer choice, what they need, what they want, their
satisfaction level, what they expect more from the service providers. All the above
information can be of immense importance for a cell phone service provider. He can use
these informations for their policy making, strategy formulation & decision making
process.