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247 Khushboo Niyarta (BUS. AD.)-Min.Pdf CERTIFICATE I feel great pleasure in certifying that the thesis entitled ‘AN ANALYTICAL STUDY OF MARKETING STRATEGIES OF INDIAN TELECOM SERVICE INDUSTRY’ by Ms. Khushboo Niyarta under my guidance. She has completed the following requirements as per Ph.D. regulations of the University. (a) Course work as per the university rules. (b) Residential requirements of the university (200days) (c) Regularly submitted annual progress report. (d) Presented his work in the departmental committee. (e) Published/accepted minimum of one research paper in a referred research journal. I recommend the submission of thesis. Date: Dr. R.A. Gupta Supervisor i ANTI-PLAGIARISM CERTIFICATE It is certified that PhD Thesis Titled "AN ANALYTICAL STUDY OF MARKETING STRATEGIES OF INDIAN TELECOM SERVICE INDUSTRY" by Ms. Khushboo Niyarta has been examined by us with the following anti- plagiarism tools. We undertake the follows: a. Thesis has significant new work/knowledge as compared already published or are under copied verbatim from previous work unless it is placed under quotation marks and duly referenced. b. The work presented is original and own work of the author (i.e. there is no plagiarism). No ideas, processes, results or words of others have been presented an author's own work. c. There is no fabrication of data or results which have been compiled and analyzed. d. There is no falsification by manipulating research materials, equipment or processes, or changing or omitting data or results such that the research is not accurately represented in the research record. e. The thesis has been checked using (i) SMALL SAE TOOLS - Plagiarism checker website (ii) Viper-The Anti-Plagiarism Scanner and (iii) plagiarismchcker.com, and any other genuine tools/ softwares found within limits as per HEC plagiarism Policy and instructions issued from time to time. Ms. Khushboo Niyarta Dr. R.A. Gupta Research Scholar Research Supervisor Place: Kota Place: Kota Date: Date: ii ABSTRACT Telecommunication is imperative for holistic development of India. It is one exclusive industry that holds utmost significance in development of all other industries as basic need to grow is the exchange information. Where ever this exchange happens, communication lays the foundation. Telecom sector was completely revamped after Liberalization and privatization in India. At present, Indian telecom market is the hyper competitive play field for both public and private companies. Regular and frequent advancement in technology has also bought change in customer needs and ways by which they perceive products and services. Third generation technology has raised expectations of customers from fourth and subsequently fifth generation network, leading to the sky high demands from telecommunication by individuals and corporate. This has in turn increased the pressure on telecom service providers to enhance their performance, survive the deep neck competition and outshine in the telecom market. This thesis is about analysing marketing strategies of four remarkable telecom service providers India, Bharti Airtel Limited, Vodafone, Bharat Sanchar Nigam Limited (BSNL) and Reliance Jio Infocomm Ltd. The sustainable market presence and thriving market share has lead these companies into head-to-head competition. The companies are fighting for customer acquisition and retention by keeping them satisfying and interested through different strategies. An interesting factor here is that basic product of all telecom companies is same. Yet these are far apart from each other in individual performance. This has laid the foundation of this study to analyse marketing strategies of each telecom player that is making them survive the stiff competition. The vital factors of study are product, place, price, promotion and elements of extended marketing mix; people, physical evidence and process, that may be accounted towards satisfaction of customer experiencing their services. Chapter one constitutes the Conceptual Framework of the study. It focuses on different types of marketing strategies and various concepts related to it. It studies Portor’s Generic Competetive Strategies, Ansoff Matrix, Warfare strategies iii such as Defensive, Flanking and Guerilla marketing strategies. Marketing Mix strategies of four P’s, Service Marketing strategies etc, and understanding these in relation to the telecom service industry of India. Chapter two throws light on the literature that was studied for the purpose of the research. A vast collection of Indian and International literature related to marketing strategy, customer relationship management, telecommunication history and growth, marketing mix, extended marketing mix, service industry, discussed. Numerous publishes and unpublished work, research papers, theses, annual reports were studied to identify the gaps and develop a centric focus for the research. Chapter three exclusively gives an overview of Indian Telecom Industry. It covers the historical development of Telecommunication sector in India. It briefly covers development of different services under telecom, major telecom players in India, recent technological developments, brief description of regulatory bodies and governing authorities of telecom industry in India. Chapter four details about profiles telecom companies selected for the study and their individual marketing strategies. IT discusses about area of operations, history of growth and development, present scenario etc each of Airtel Vodafone, BSNL and Reliance Jio. Chapter five consists of methodology adopted for the study including objectives, hypotheses of the study, type of research, sampling design, data collection tools, statistical tools used for the research including limitations faced during the study. Chapter six is based on data analysis and interpretation that deliberates in detailing of primary information collected by the means of survey conducted on customers of selected telecom players for the study. It includes meticulous analysis, interpretation and comparison of marketing strategies of the undertakings and churns out the essence of research. iv Chapter seven encompasses results of this analytical and comparative study, brief summary of research report, major findings of the study, recommendations and overall conclusion. The study highlighted the factors that contribute holistic performance of a telecom player in dynamic competitive telecom market. The results indicated that all the strategies taken into consideration for the study holds different impact on customers of individual telecom player. To shine on top in the competitive market and become customers’ favorite, it takes a right balancing of each strategy adopted telecom service provider. v CANDIDATE’S DECLARATION I, hereby, certify that the work, which is being presented in the thesis, entitled AN ANALYTICAL STUDY OF MARKETING STRATEGIES OF INDIAN TELECOM SERVICE INDUSTRY in partial fulfilment of the requirement for the award of the Degree of Doctor of Philosophy, carried under the supervision Dr. R.A. Gupta and submitted to the University of Kota, Kota represents my ideas in my own words and where others ideas or words have been included. I have adequately cited and referenced the original sources. The work presented in this thesis has not been submitted elsewhere for the award of any other degree or diploma from any Institutions. I also declare that I have adhered to all principles of academic honesty and integrity and have not misrepresented or fabricated or falsified any idea/data/fact source in my submission. I understand that any violation of the above will cause for disciplinary action by the University and can also evoke penal action from the sources which have thus not been property cited or from whom proper permission has been taken when needed. ----------------------------- Signature ---------------------------- KHUSHBOO NIYARTA ---------------------------- Date: .................... This is to certify that the above statement made by Khushboo Niyarta (Reg. No.: RS/237/10) is correct to the best of my knowledge. Date:_______________ Dr. R.A.GUPTA Research Supervisor vi ACKNOWLEDGEMENT I would like to thank Almighty for blessing me with strength, knowledge, courage and warmth in my life and being the source of great opportunities in my academic pursuit. Foremost, I would like to express my sincere gratitude to Dr. R. A. Gupta, Ex-Principal, Government College, Sikrai, Dausa, my research supervisor for his continuous support in completion of my Ph.D study. He gave me all the freedom to pursue my research, while silently and non-obtrusively ensuring that I stay on course and do not deviate from the core of my research. I am indebted for his patience; motivation and immense knowledge that helped me achieve my goals. I could not have imagined having a better mentor for my study. I extend my heartfelt gratitude towards his wife, Mrs. Santosh Gupta for her warmth and affection towards me. I would like to thank the Department of Research, University of Kota for providing me an opportunity to pursue this study and carry out genuine research work successfully. I am sincerely grateful towards all the respondents who participated in the survey, all the colleges and universities that allowed me to have access into their Libraries and reading material. A special thanks to the rich Library of Symbiosis International University, Pune, Library at Government Commerce College, Kota, and Scholarly facilities provided by University of Mumbai, Maharashtra. I have great pleasure in acknowledging
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