Leadership through Innovation and Creativity in Marketing Strategies of Indian Telecom Sector:A Case Study of Airtel Using Factor Analysis Approach

Dr. Harsh Dwivedi and Leena Sharma

International Journal of Business Administration, 2011, vol. 2, issue 4, 122-135

Abstract: The telecom sector have been touched and influenced by the process of liberalization and globalization in India. The customer is the king in the market. Telecom companies deal in intangible product that is the call service. With the entry of private players, the competition is becoming intense. In order to satisfy the customer, every company is trying to implement a program of marketing strategy. Keeping this in mind, the present study is designed to analyze the marketing strategy in Indian Telecommunication sector .This study aims to identify the factors responsible for success in terms of getting a market leader position .Brand Airtel is chosen as a case study as it has emerged as a market leader within a short span of time in spite of so many mobile companies prevailing in the market. The study describes the result of survey done with respondents which are the present subscribers of Airtel. The result and analysis is done by using the Factor Analysis tool. The study concludes that out of thirty two marketing strategies, eleven factors are extracted which are found to be more prominent in implementing the marketing strategy. The Company¡¯s marketing strategies are studied and out of which prominent strategies like branding strategy, business operation strategy, target marketing strategy, Service strategy, Network, promotion and pricing strategy are identified. In the end, with the help of results, how successful is the company in implementing the blue ocean strategy is also analyzed.

Keywords: Marketing Strategy; Pricing; Promotion; Branding; Services; Blue Ocean Strategy; Telecom Service Provider (search for similar items in EconPapers)
Date: 2011
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