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Suggesting Marketing Strategy for Dolphin Mobile Service: A Comparative Study of Mobile Telephony in Delhi

Rs. 500.00

Think of the most promising cellular service provider in the country, and the name that crops up immediately is Airtel. Even Hutch seems to be familiar. But what about our very own MTNL’s Dolphin, a much awaited service and now a major part of mobile revolution in Delhi and Mumbai.
The latest estimates of cellular subscribers in the country have a big surprise in store. MTNL, which has never had a reputation for being customer-savvy, has added 28,146 additional customers for Dolphin during November. On the other hand, Bharti has lost close to 1,700 subscribers in the Kolkata circle to its competitor.
As per the estimates, MTNL has notched up 35,906 subscribers in Mumbai and 51,975 in Delhi during November. In the previous month, it recorded 23,353 subscribers in Mumbai and 36,382 in Delhi. On the other hand, Bharti Mobitel's subscriber base in Kolkata is down to 87,570 from 89,240 in the previous month.
The public sector has scored over the private sector.
The story of MTNL's transformation is something worth noticing. Especially since, Delhi and Mumbai together account for the highest chunk of cellular subscribers in the country. While the total cellular base across the country is over 52 lakh, Delhi accounts for 8.3 lakh and Mumbai for 7.9 lakh, both together accounting for 32 per cent.
The public sector telecom provider has gone on a massive publicity binge for Dolphin services and has even slashed its deposit and activation charges to attract more customers. And, it seems to have worked.
MTNL, all efforts are being made to make the company seem more customer-friendly. Its image of being a ``typical'' public sector company has to be dispelled fast, he says. He is also confident that with plans to start pre-paid card facilities, the subscriber base of the company would increase by leaps and bounds, as pre-paid card-holders account for over 60 per cent of the total subscribers in both the cities.

Number of Pages of Project Report: 85
Package Includes: Project Report
Project Format: Document (.doc)

Table of Contents of Project Report:
1. Introduction
2. MTNL at a glance
3. Cellular Phone Service in India – An Introduction
4. Legal and Policy Framework: An evaluation
5. Past Growth & Future Trends in the demand of the Cellular Service
6. Regulatory Authorities Mandating Mobile Telephony
7. Forecasting Trends & Projecting Subscribers
8. Comparison of Tariffs and Features of Various Cellular Services (in Delhi Circle)
9. Existing Infrastructure, Marketing Plans & Strategies for Dolphin
10. Telecom Growth
11. Network Coverage plan 2006; operators plan
12. Suggestions & Recommendations to MTNL on Dolphin Mobile Telephony
13. Bibliography
14. Questionnaire

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