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TABLE OF CONTENTS
Page number
Acknowledgement 3
Preface 4
Introduction 5
Company Profile: 6-13
• Introduction to company
• History
• Awards & Recognition
• Product & Services
• Scope
• Objective
• Hypothesis
2
ACKNOWLEDGEMENT
“Successful passage and outcomes of every work comes with dedication, determination and
team work. All these turn futile in absence of a visionary guidance.”
Completing a task is a never a one-man effort. It is often the result of valuable contribution of a
number of individuals in a direct or indirect manner that helps on shaping and achieving an
objective.
Any job in this world however trivial or tough cannot be accomplished without the assistance of
other. I would hereby take the opportunity to express my indebtedness to people who have helped
me to accomplish this task.
I am very grateful to supporter, for providing support, valuable guidance and meticulous
supervision during the preparation of this Project Report which helped me a lot to make this
project.
Name of student
3
PREFACE
The summer training of a management student plays an important role to develop him into a well
groomed professional. It gives theoretical concepts a practical shape in a field of applications. It
gives an idea of dynamic & versatile professional world as well as an exposure to the intricacies &
complexities of corporate world.
As part of the curriculum, the students of course name had to undergo training for 45 days. My
summer training for 45 days in Bharti Airtel Limited, Jaipur was a learning experience to see how
the company provides its products & services to its existing & potential customers & consistently
keeps an eye on its customer service quality in order to thoroughly work upon attaining the
customer satisfaction & maintaining long term customer commitment and relationship.
The object of training is to provide the students with an insight to practical aspects of organization
working and environment. Such type of training helps students to work in real industrial
environment, and to gain practical knowledge and build confidence which helps in their
personality development.
The project aims at understanding the perception and behaviour of customers towards Bharti
Airtel’s services and other service providers in telecom industry, to analyse the market potential of
Bharti Airtel.
Research has demonstrated conclusively that it is far more costly to win a new customer than it is
to maintain an existing one. And there is no better way to retain a customer than to exceed his
expectations. For this purpose it is essential to know the level of customer satisfaction. The focus
of my research was the measurement of customer satisfaction level for the services provided by
Bharti Airtel. . The main objective of the study will be to know how the customers of AIRTEL
perceive its Services in Jaipur city, how much they are satisfied with the services provided by
AIRTEL and also to identify the factors affecting the preferences of the customers. The sampling
technique for this study will be simple random sampling and the sample size will be
50.Questionnaire will be used as a tool for getting primary data.
The research verifies the fact that keeping the customer satisfied is the best strategy to not only
retains the existing customers but also to expand the business to new horizons.
4
INTRODUCTION
Airtel comes to you from Bharti Cellular Limited - a part of the biggest private
integrated telecom conglomerate, Bharti Enterprises. Bharti provides a range of telecom services,
which include Cellular, Basic, Internet and recently introduced National Long Distance. Bharti
also manufactures and exports telephone terminals and cordless phones. Apart from being the
largest manufacturer of telephone instruments in India, it is also the first company to export its
products to the USA. Bharti is the leading cellular service provider, with a footprint in 15 states
covering all four metros and more than 7 million satisfied customers Bharti Tele-Ventures believes
that the demand for mobile services in India will continue to grow rapidly as a result of the
following factors:
The project aims at understanding the Marketing strategies of Airtel and Study of consumer
perception and behaviour to analyse market potential of Bharti Airtel Ltd. in Jaipur. Research has
demonstrated conclusively that it is far more costly to win a new customer than it is to maintain an
existing one. And there is no better way to retain a customer than to exceed his expectations. For
this purpose it is essential to know the level of customer satisfaction. The focus of my research
was the measurement of customer satisfaction level for the services provided by Bharti Airtel.
The main objective of the study was to know how the customers of AIRTEL perceive its
Services in Jaipur city, how much they are satisfied with the services provided by AIRTEL and
also to identify the factors affecting the preferences of the customers. The sampling technique used
for this study was simple random sampling and the sample size was 50.Questionnaire is used as a
tool for getting primary data.The research verify the fact that keeping the customer satisfied is the
best strategy to not only retain the existing customers but also to expand the business to new
horizons.
5
COMPANY PROFILE
Introduction to Company
Industry Telecommunications
6
Business Provides mobile services in all the 22 telecom circles in
Description India, Srilanka and Bangladesh. Was the first private
operator to have an all India presence.
Provides telemedia services (fixed line and broadband
services through DSL) in 89 cities in India.
Also offers DTH and IPTV services.
• Bharti Airtel Limited (BSE: 532454) formerly known as Bharti Tele-Ventures LTD
(BTVL) is an Indian company offering telcommunication services in 18 countries.
• It the largest cellular service provider in India, with more than 135 million subscriptions as
of May 2010.
• Bharti Airtel is the world's third largest, single-country mobile operator and fifth largest
telecom operator in the world in terms of subscriber base.
• It also offers fixed line services and broadband services. It offers its telecom services under
the Airtel brand and is headed by Sunil Bharti Mittal.
• The company also provides telephone services and broadband Internet access (DSL) in
over 89 cities in India.
• It also acts as a carrier for national and international long distance communication services.
• The company has a submarine cable landing station at Chennai, which connects the
submarine cable connecting Chennai and Singapore.
• It is known for being the first mobile phone company in the world to outsource everything
except marketing and sales. Its network (base stations, microwave links, etc.) is maintained
by Ericsson and Nokia Siemens Network, business support by IBM and transmission
towers by another company.
• Ericsson agreed for the first time, to be paid by the minute for installation and maintenance
of their equipment rather than being paid up front. This enables the company to provide
pan-India phone call rates of Rs. 1/minute (U$0.02/minute).
7
• The company is structured into four strategic business units - Mobile, Telemedia,
Enterprise and Digital TV.
• The mobile business offers services in 18 countries across the Indian Subcontinent and
Africa.
• The Telemedia business provides broadband, IPTV and telephone services in 89 Indian
cities. The Digital TV business provides Direct-to-Home TV services across India. The
Enterprise business provides end-to-end telecom solutions to corporate customers and
national and international long distance services to telcos.
• Globally, Bharti Airtel is the 3rd largest in-country mobile operator by subscriber base,
behind China Mobile and China Unicom.
• In India, the company has a 30.7% share of the wireless services market
Bharti Airtel is
• 3rd largest in-country mobile operator in the world
• 6th largest in-country integrated telecom operator in the world
• Ranked number 5 in the best performing technology companies in the world by
BusinessWeek
• India’s most innovative company by Wall Street Journal
• Winner of Gallup Great workplace for being one of the best places to work worldwide
• Ranked 188 in the FT 500 world’s largest companies 2009 ranked by Financial Times
8
HISTORY OF AIRTEL
Bharti Tele-Ventures was incorporated on July 7, 1995 as a company with limited liability under the
Companies Act, for promoting telecommunications services.The Company was initially formed as a
Wholly-owned subsidiary of Bharti Telecom Limited.
In 1995, Bharti Cellular launched cellular services 'Airtel' in Delhi.
2001
- Bharti Tele-Ventures acquired a 44% equity interest in Bharti Cellular from British Telecom, thereby
making Bharti Cellular its 100% subsidiary
- Bharti Cellular entered into license agreements to provide cellular services in eight new circles following
the fourth operator cellular license bidding process.
2002
-Enters into a 5-year agreement with Escotel and ETL of the Escorts group to contract leased line
Connectivity for its cellular operations.
-ICICI Bank ties up with Bharti for pre-paid mobile cards via ATMs
-Sunil Mittal, Chairman & Managing Director of the company, bags Businessman of the year award by
Business India
2003
-Bharti Mobitel Ltd. merged with Bharti Cellular Ltd. and Bharti cellular wholly owned subsidiary of
Bharti Tele-Ventures increases its stake to 100% in Bharti Mobile.
-Links distribution pact with Hathway Cable. With this alliance, Bharti is said to be the first telecom firm
to step into television distribution services
2004
-Bharti Tele-Ventures enters into a three year service agreement with Ericsson
-Bharti Tele-Ventures (BTVL) has signed and received unified access service licence to provide GSM
services in five circles including Uttar Pradesh (East), West Bengal & Andaman Nicobar, Orissa, Bihar
and Jammu & Kashmir.
-India's leading cellular company Bharti Tele-Ventures has bagged the Asian MobileNews operator of
The year award in India and the Subcontinent.
-Bharti Televentures announced formation of a new strategic business unit to offer various telecom and IT
Services through a single contract.
2005
-Airtel launches video services for its GPRS customers on February 22, 2005
-Bharti Tele-Ventures launches telecom network in Andaman & Nicobar
-BTVL unveil fixed line, broadband services
-Bharti Tele Ventures - Airtel introduces BlackBerry Connect in India
-Bharti Tele-Ventures launches under sea cable system.
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2006
-Airtel unveils Re 1 STD plans and launches NetXpert & Post2Pre recharging service.
-Airtel sets up customer centre
-Mobile service provider Airtel today announced the launch of `Save My Phone Contact' service for its
pre-paid and post-paid customers in Delhi
-Bharti Tele Ventures bags 'Wireless Service Provider of the Year' & 'Competitive Service Provider of
the Year' awards
-Sunil Mittal bags CEO of the Year award
-Cellebrum and Microsoft join hands with Airtel
2007
-Bharti Airtel on Feb 11, has been awarded QCI-DL Shah National Award on Economics of Quality.
-Bharti Airtel Ltd on April 01, 2007, has announced the reduction in International Long Distance Tariffs
(ISD) for all its mobile customers in India.
-Airtel signs agreement with HTC for touch screen mobile.
2008
- Nokia Siemens Networks on Jan 3 declared that it has been awarded a multi million euro contract from
Bharti Airtel Ltd for deployment of a single interactive voice response (IVR) platform across 23 circles.
. The new IVR solution will enable Airtel to deliver services such as voice SMS, televoting, call
Management services, caller ring back tone and voice portal on a faster time-to-market basis and,
therefore, reduce OPEX costs.
- Bharti Airtel tied up with US-based Apple Inc to bring the popular GSM-based iPhone in the country.
- Bharti Airtel Ltd has forged a technology alliance with Infosys Technologies Ltd to launch its DTH
Television services. Infosys, through its digital convergence platform, will offer a suite of products
Including devices, application servers an interactive applications for Airtel's DTH services.
2009
- Bharti Airtel HAS signed a five-year managed services deal valued at 0 million with Alcatel Lucent for
Its fixed-line and broadband operations.
- Bharti Airtel launched the 'Airtel Advantage' initiative. The initiative is aimed at offering the added
advantage to Airtel customers to be in touch with each other at an affordable rate of 50 paise per minute
be it a national long distance call (STD) or a local call.
- In order to create products and services for the small, medium and large enterprises, Bharti Airtel and
Cisco announced a strategic business alliance. The alliance would combine the strengths of Airtel's
network service and Cisco' Internet Protocol (IP) technologies.
- Bharti Airtel - Airtel and mChek announce milestone of One Million users; introduce a broad range
of new mCommerce services.
2010
- Bharti Airtel has partnered with US-based software maker VMware Inc. It has done this in order to focus
on the cloud-based managed computer services market.
- Bharti Airtel, India's No.1 cellular carrier has won broadband spectrum in four circles. Earlier, Bharti
has said that it had tied up the entire financing requirement of .3 bn for the planned buy, through a
series of banks.
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AWARDS AND RECOGNITION
Sunil Bharti Mittal conferred with the Lal Bahadur Shastri National
Award for Excellence in Public Administration, Academics and
Management.
Bharti Airtel bagged the Best Carrier India Award and the Ovum
Telco-Transformation Award at the Telecom Asia Awards 2009.
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Bharti Airtel was ranked sixth among the top 100 best performing
technology companies in the world, compiled by BusinessWeek for
the year 2009. The company is placed ahead of global technology
leaders like Apple (19), Microsoft (22) and Google (37) in this
exclusive list.
Bharti Airtel was selected as one of the top 10 winners of the IDC
Enterprise Innovation IT Awards 2009 across APAC region for its
BSS Transformation Project.
Sunil Mittal was awarded the Global Economy Prize by The Kiel
Institute (Germany).
Bharti Airtel received the ‘Best Content Service’ Award for the
Airtel-IFFCO Farmer Information Dissemination Platform at the
World Communications Awards in London.
Bharti Airtel bagged top honours in the Voice & Data 100 Survey,
winning five of the Voice & Data Telecom Awards 2009. Bharti
Airtel was named the Top Telecom Services Provider of the
Year 2009. Manoj Kohli, CEO and Joint MD of Bharti Airtel, was
named the Voice & Data Telecom Person of the Year 2009. The
Awards also named Bharti Airtel, the Top VSAT Player 2009, the
Top NLD Player 2009 and Top Cellular Services Provider 2009
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MARKET ANALYSIS
1.Mobile Services
2.Telemedia Services
3.Enterprise Services
4.Digital TV Services
Bharti Airtel offers GSM mobile services in all the The group offers high speed broadband internet
23-telecom circles of India and is the largest with a best in class network. With Landline
mobile service provider in the country, based on services in 94 cities we help you stay in touch with
the number of customers. your friends & family and the world. Get world -
class entertainment with India’s best direct to
home (DTH) service digital TV in more than 150
cities
Enterprise Services provides a broad portfolio of Discover the magical experience of digital
services to large Enterprise and Carrier enterainment with Airtel. From DVD quality picture
customers. This division comprises of the Carrier and sound,the best and widest variety of channels
and Corporate business unit. Enterprise Services and programmes to the best on-demand content
is regarded as the trusted communications on Airtel Live, your tv viewing experience change
partner to India's leading organizations, helping forever with digital TV from Airtel!
them to meet the challenges of growth.
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Mobile Services
Airtel is the name of the company's mobile services brand. It operates in 18 countries. It is the 5 th
largest mobile operator in the world in terms of subscriber base. Airtel's network consists
of 3G and 2G services depending on the country of operation.
Bharti Airtel offers GSM mobile services in all the 23-telecom circles of India and is the largest
mobile service provider in the country, based on the number of customers
In India, the company's mobile service is branded as Airtel. It has nationwide presence and is the
market leader with a market share of 30.07% (as of May 2010).
On 19 October 2004, Airtel announced the launch of a BlackBerry Wireless Solution in India. The
launch is a result of a tie-up between Bharti Tele-Ventures Limited and Research In Motion
(RIM).
The Apple iPhone 3G was rolled out in India on 22 August 2008 by Airtel & Vodafone. Both the
cellular service providers rolled out their Apple iPhone 3GS in the first quarter of 2010. However,
high prices and contract bonds discouraged consumers and it was not as successful for both the
service providers as much as the iPhone is successful in other markets of the world.
On May 18, 2010, 3G spectrum auction was completed and Airtel will have to pay the Indian
government Rs. 12,295 crores for spectrum in 13 circles, the most amount spent by an operator in
this auction. Airtel won 3G licences in 13 telecom circles of India: Delhi, Mumbai, Andhra
Pradesh, Karnataka, Tamil Nadu, Uttar Pradesh (West), Rajasthan, West Bengal, Himachal
Pradesh, Bihar, Assam, North East, Jammu & Kashmir. It plans to launch 3G services in October
2010.
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SWOT ANALYSIS
Strength
• Market Leader
• Recognized Globally
• Strong Brand Image
• Strong New Business Development team
• Strong Financials
• Largest Telecom Player with 22.6% market share
• Cost advantage
• Current leader in quality service
• Largest distribution network
• Ability to innovate constantly
• Highly skilled workforce
• Entrepreneurial zeal
Weakness
• Outsourcing of core system
• Network Coverage
Opportunities
• Low Broadband Penetration in rural area
• Telephony
• Bharti Infratel – Cutting Down cost in rural area
• Current Tele-Density – 30.6 is still low among developing countries
• To sustain passion and commitment
• Airtel’s market share increasing at other service provider
• Attain higher value services
• Collaborative business needs to be explored
• Low penetration level in rural markets.
Threats
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RESEARCH METHODOLOGY
The success of the analysis mostly depends on the methodology on which it is carried out. The
appropriate methodology will improve the validity of the findings.
• Today, for any organization or firm to survive in this competitive world depends on its
ability to be dynamic and be different from the competitors to be unique in the industry.
Customer Satisfaction helps every organization to keep the existing customer and to build
new customer.
• This research is aimed at profiling the standard customer with an aim to increase the
network and improve company-customer relations.
• The information gathered through this research can be used by the company to improve its
services and became more customers friendly. This can increase the goodwill of the
company and its overall performance.
• This study is aimed to provide the management with some knowledge about its status in
market both in terms of consumer perception and their satisfaction level. The research also
aims to provide some ideas to improve the company’s present condition.
• The study will mainly be concentrated on Jaipur city.
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OBJECTIVES OF THE STUDY:
The summer internship research study helps the student to check whether the theory and practice
actually matches. Organizational exposure helps the student to know how effectively they
performed in the market.
• To study the perception and buying behaviour of people towards Airtel’s cellular services.
a) To study how the customer choose their respective services and factors affecting their
choice.
b) To find the awareness among the customers about Airtel and its new products and
services.
g) To find out the strength and weakness of airtel and its competitors
h) To know if there are relationships between customer satisfaction and customer loyalty.
HYPOTHESIS:
“There is no significant difference between the consumer perception and behaviour of Bharti
Airtel Ltd. and other service providers.”
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REVIEW OF LITERATURE
1. Debnath (2008) analysed that the prime focus of the service providers is to create a loyal
customer base by benchmarking their performances and retaining existing customers in
order to benefit from their loyalty. With the commencement of the economic liberalization
in 1991, and with a view to expand and improve telecom infrastructure through the
participation of the private sector, the Government of India permitted foreign companies
holding 51 percent equity stake in joint ventures to manufacture telecom equipment in
India. The Indian Government has announced a new policy, which allows private firms to
provide basic telephone services. There had been a monopoly of the state-owned
department of telecommunications. However, several companies are expected to benefit
from the policy change.1
2. Bhatt (2008), observed through his study “A Study of Mobile Phone Usage Among the
Post Graduate Students” that it is important for mobile carriers, service providers, content
developers, equipment manufacturers, as well as for parents and young people alike that
the key characteristics of mobile technology is well understood so that the risks associated
with its potentially damaging or disruptive aspects can be mitigated. This paper has tried
to compare the usage difference by gender with respect to the difference manufacturing
and service provider companies.2
3. Jha (2008), reviewed that it is the youth which is the real growth driver of the telecom
industry in India. Considering this fact, the paper is an attempt to give a snapshot of how
frequently young people use their mobile phones for several embodied functions of the
cell phones. Data was collected from a sample of 208 mobile phone owners, aged between
20 and 29. The study sheds light on how gender, monthly voucher amount and years of
owning mobile phones influence the usage pattern of this device. Findings of the study
would be helpful for the telecom service providers and handset manufacturers to
formulate a marketing strategy for different market segments.3
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4. Kalavani (2006), analyzed that majority of the respondents have given favourable opinion
towards the services but some problems exist that deserve the attention of the service
providers. They need to bridge the gap between the services promised and services
offered. The overall customers’ attitude towards cell phone services is that they are
satisfied with the existing services but still they want more services to be provided.4
5. Kumar (2008), concluded through his study titled “Customer Satisfaction and
Discontentment vis-a-vis BSNL Landline Service” that at present, services marketing
plays a major role in the national economy. In the service sector, telecom industry is the
most active and attractive. Though the telecom industry is growing rapidly, India's
telecom density is less than the world's average telecom density as most of India's market
is yet to be covered. This attracts private operators to enter into the Indian telecom
industry, which makes the Bharat Sanchar Nigam Limited (BSNL) more alert to run its
business and survive in the market. 5
6. Seth et al (2008), observed through “Managing the Customer Perceived Service Quality
for Cellular Mobile Telephone: an Empirical Investigation” that there is relative
importance of service quality attributes and showed that responsiveness is the most
importance dimension followed by reliability, customer perceived network quality,
assurance, convenience, empathy and tangibles. This would enable the service providers
to focus their resources in the areas of importance. The research resulted in the
development of a reliable and valid instrument for assessing customer perceived service
quality for cellular mobile services.6
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RESEARCH DESIGN AND INSTRUMENT
Research Design:
Instrument:
To capture the feedback & suggestions of the customers of Airtel, Questionnaire will be
used as an instrument to collect primary-firsthand data, then it will be analysed to find out
the satisfaction level, market position of airtel against its competitors, awareness among
customers regarding new issues like MNP etc.
20
SAMPLING TECHNIQUE
Sampling Design:
The sampling design mainly consists of the sample taken for the study along with the
sample size, sample frame and sampling method.
Sample Size:
From the universe, sample size of 50 customers will be selected for the purpose of the
study.
Sample Frame:
The customers will be selected on a random basis from which the respondents will be
selected on convenience basis.
Sampling Method:
Convenience sampling will be used, based on the willingness and availability of the
respondents. The study will be conducted on consumers with different occupation.
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DATA COLLECTION
Data is the key activity of marketing research. The design of the data collecting method is
backbone of research design. Data constitute the foundation of statistical analysis and
interpretation. Hence the first step in statistical work is to obtain data.
The study is based on the data collected through primary and secondary sources.
Primary Data:
Primary data are those which are collected afresh and for the first time,and thus happen
to be original in character.It is gathered for the specific purpose or for a specific Research project
for the fulfilment of project objective.
Here,in this study,a questionnaire will be designed to collect primary data from
various customers.
Secondary Data:
Secondary data are the data, which already exists somewhere i.e. those which have already been
collected by someone and have already been passed through statistical process. Secondary data
provide starting point for research and after that the advantage of low cost and ready availability.
Here, in this study, secondary data will be collected from:
1. Internal data
2. External data
Secondary data can be obtained from journals i.e. internal sources report, government publication
and books, professional bodies etc. Internal data are reports and memos generated within an
organisation to facilitate its operations and annual report.
22
LIMITATIONS
a) Cost constraint.
b) Shortage of time may become a constraint.
c) There may be errors due to biasness of respondents.
d) Lack of customer’s cooperation and support may be a major constraint.
e) Study will be conducted in a small part of Jaipur, so the results of the study may not be
applicable in other areas.
f) Sample of 50 consumers may not represent the whole universe (population) & we cannot
draw inferences about the whole population on the basis of small sample.
23
BIBLIOGRAPHY AND REFERENCES
Books:
Online Newspapers:
• Business World
• The Hindu
Websites:
• www.airtelworld.com
• www.blonnet.com
• www.indiainfoline.com
• www.airtel.in
• www.bharti.com
• www.trai.gov.in
• www.nasscom.in
• www.india-cellular.com
References:
1. Debnath, Roma Mitra, “Benchmarking telecommunication service in India”, 2008
(http://www.emeraldinsight.com/Insight)
2. Bhatt, Andre, “A Study of Mobile Phone Usage Among the Post Graduate Students”,
2008
3. Tecor, Jha, “Understanding Mobile Phone Usage Pattern among College-Goers”,
2008(http://www.emeraldinsight.com/Insight)
4. Kalwani, Banumathy, “Consumer’s Attitude towards Cell phone Services”, 2006
5. Kumar, Kaliyamoorthy, “Influence of Demographic Variables on Marketing Strategies
in the Competitive Scenario”, 2007 (http://www.emeraldinsight.com/Insight)
6. Seth et, Etal, “Managing the Customer Perceived Service Quality for Cellular Mobile
Telephone: an Empirical Investigation”, 2008(http://www.emeraldinsight.com/Insight)
7. Kalpana and Chinnadurai, “Promotional Strategies of Cellular Services: A Customer
Perspective”,2006(http://www.emeraldinsight.com/Insight)
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