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INTRODUCTION
Incorporated on July 7, 1995, BHARTI AIRTEL is a division of Bharti enterprises. The businesses of Bharti Airtel are structured into two main strategic groups. Mobility Infotel The mobility business provides GSM mobile services in all 23 telecom circles in India. While infotel business group provides telephone services and internet access over 15 circles. The company complements its mobile, broadband and telephone services with national and international long distance services. The company also has a submarine cable landing station at Chennai which connects the submarine cable connecting Chennai with Singapore. Bharti tele-ventures provides end to end data and enterprise services to corporate customers by leveraging its nationwide fiber-optic backbone, last mile connectivity in fixed line and mobile circles. VSATs, ISP and international bandwidth access through the gateways and landing station. All of Bharti - ventures services are provided under Airtel in 2008; Bharti Airtel attained its 590 million customer mark. The equity shares of Airtel are listed on the national stock exchange and Bombay stock exchange. Sunil Bharti Mittal, the founder chairman of Bharti enterprises (who owns Airtel) is today the most celebrated face of the telecom sector in India. He symbolizes the adage that success comes to those who dream big and work assiduously to deliver it. Sunil Bharti Mittal began his journey manufacturing spare parts for bicycles in late 1970s.his strong entrepreneurial instincts gave him a unique flair for sensing new business opportunities. In the early years, Bharti established itself as a supplier of basic telecom equipment. His true calling came in the mid 1990s when the government opened up the sector and allowed private players to provide telecom services. Bharti enterprises accepted every opportunity provided by this new policy to evolve into Indias largest telecommunications company and one of the Indias most respected brands. Airtel was launched in 1995 in Delhi. As the Airtel network expanded to several parts of India; the brand came to symbolize the very essence of mobile services. Since then, Airtel has established itself across India in most of the states covering a population of over 600 million people. Airtel will soon cover the

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entire country through a process of acquisitions and green field projects. With a Presence in over 2,000 towns, Airtel today has the largest network capacity in the country. In the last nine years Airtel has achieved many firsts and unique records: it was the first to launch nationwide roaming operations, it was the first to cross the one million and the five million customer marks. It was also the first to launch services overseas. There are other 'firsts' credited to Airtel - many of them in the area of innovative products and services. Today, Airtel innovates in almost everything that it presents to the market. An excellent example is Easy Charge - India's first paperless electronic recharging facility for prepaid customers. As evidence of its fine record, Airtel has also been conferred with numerous awards. It won the prestigious Techies Award for 'being the best cellular services provider' for four consecutive years between 1997 and 2000 - a record that is still unmatched. And in 2003, it received the Voice & Data Award for being 'India's largest cellular service provider', amongst others. Bharti Airtel has enjoyed an excellent run ever since the telecom sector opened. It has managed to hold on to its leadership position in spite of the presence of other players with deep pockets Ambanis, Tatas, Birlas and Vodafone. It has coped well with regulatory changes. It continues to attract and delight customers. It has also started making its presence felt worldwide also. Recently AIRTEL has become the third largest telecom player in the world. 6 Bharti Enterprises has successfully focused its strategy on telecom while straddling diverse fields of business. From the creation of 'Airtel', one of India's finest brands, to becoming the largest manufacturer and exporter of world class telecom terminals under its 'Beetel' brand, Bharti has created a significant position for itself in the global telecommunications sector.

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PRODUCTS
The Company is a part of Bharti Enterprises, and is India's leading provider of telecommunications services. The businesses at Bharti Airtel have been structured into three individual strategic business units (SBU's) - mobile services, broadband & telephone services (B&T) & enterprise services. The mobile services group provides GSM mobile services across India in 23 telecom circles, while the B&T business group provides broadband & telephone services in 90 cities. The Enterprise services group has two sub-units - carriers (long distance services) and services to corporate. All these services are provided under the Airtel brand. It includes (1) Voice Services (2) Mobile Services (3) Satellite Services (4) Managed Data & Internet Services (5) Managed e-Business Services (6) Direct to home services

(1) VOICE SERVICES: Bharti Airtel became the first private fixed-line service provider in India. It is now promoted under the Airtel brand. Recently, the Government opened the fixed-line industry to unlimited competition. Airtel has subsequently started providing fixedline services in the four circles of Delhi, Haryana, Madhya Pradesh, Karnataka, Tamil Nadu & UP (West). Airtel Enterprise 8 Services believes that these circles have high telecommunications potential, especially for carrying Voice & Data traffic. These circles were strategically selected so as to provide synergies with Airtel's long distance network and Airtel's extensive mobile network. Airtel Enterprise Services, India's premium telecommunication service, brings to you a whole new experience in telephony. From integrated telephone services for Enterprises and small business enterprises to user-friendly plans for Broadband Internet Services (DSL), we bring innovative, cost-effective, comprehensive and multi-product solutions to cater to all your telecom and data needs. (2) MOBILE SERVICES: Airtel's mobile footprint extends across the country in 21 telecom circles. Its service standards compare with the very best in the world. In fact, thats how Bharti has managed to win the trust of millions of customers and makes it one of the top 5

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operators in the world, in terms of service and subscriber base. The company has several Firsts to its credit: The First to launch full roaming service on pre-paid in the country. The First to launch 32K SIM cards. The First in Asia to deploy the multi band feature in a wireless network for efficient usage of spectrum. The First to deploy Voice Quality Enhancers to improve voice quality and acoustics. The First telecom company in the world to receive the ISO 9001:2000 Certification from British Standards Institute (3) SATELLITE SERVICES: Airtel Enterprise Services provides you connectivity where ever you take your Business. Satellite Services bring you the benefits of access in remote Locations. Airtel Enterprise Services is a leading provider of broadband IP Satellite services and DAMA/PAMA services in India. (4) MANAGED DATA & INTERNET SERVICES: Airtel enterprises services bring a comprehensive suite of data technologies. So Airtel is able to support all types of networks and ensure the customers can manage their network to the future seamlessly. These services include leased lines, customized solutions, metro Ethernet. (5) MANAGED E-BUSINESS SERVICES: Airtel enterprise services offer an internationally benchmarked, carrier class hosting, storage and business continuity services. A huge range of services help the customers run their business the way they want. All this is possible because of world class high tech data centers.

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(6) DIRECT TO HOME SERVICES: Airtel Digital TV is a DTH (Direct to Home) service from Bharti Airtel - the largest telecom operator in India. Since then it has launched 2 other campaigns: Stars come home (March 2009) and DTH Picture Clarity (August 2009) has increased its channel base to 183+ channels. Airtel digital TV is now amongst the fastest growing DTH brands in the country and is available across 5000+ towns in India [citation needed]. It has also been ranked as the best DTH service by Living Digital magazine.

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ACHIEVEMENTS
First to launch Cellular service on November 1995. First operator to revolutionaries the concept of retailing with the inauguration of Airtel Connect (exclusive showrooms) in 1995. First to introduce push button phone in India. First to expand its network with the installation for second mobile switching center in April, 1997 and the first to introduce the Intelligent Network Platform. First to provide Roaming to its subscribers by forming an association called World 1 Network. First to provide roaming facility in USA. Enjoy the mobile roaming across 38 partner networks & above 700 cities. Moreover roam across international destinations in 119 countries including USA, Canada, and UK etc with 284 partner networks.

It is also the first company to export its products to the USA.

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OBJECTIVES BEHIND THE STUDY


What type of impact the AIRTEL advertisements of GSM Services have on the viewers? What type of advertisements viewers now days like? What type of changes AIRTEL needs to make in future? It helps in application of theoretical knowledge. It is highly challenging and ever green field. Finance is the blood of business, in the same way marketing is the backbone of the business. It widens public relations & help in studying market competition.

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RESEARCH METHODOLOGY
The study of Research Method provides us the knowledge and skills required to solve the problems and make effective competent decisions. Effective Marketing Research involves the five steps shown in the following figure: 1. 2. 3. 4. 5. Define the problem & research objective Develop the Research plan Collect the Information Analyzing the Information Report the Finding

RESEARCH DESIGN A research design is an activity and time-based plan, which outlines the procedures for every research activity. DATA SOURCE The data source can be a primary or secondary for any study under taken. PRIMARY DATA The primary data are those, which are collected for first time as fresh data and which happen to be an original in characteristics. This can be done by either surveying or by interviewing people and collecting the data. These types of data are more confidential and Chances of error are minimized. But sometimes it may be misleading if people are not providing the real information. The project survey was conducted by interviewing different people from different age group, occupation & income from different areas of Ahmedabad and other criteria which served us as primary data source. SECONDARY DATA Secondary data are those, which are already been collected by somebody else and already passed through statistical process. Secondary data provides a starting point to research and offer the advantage of low cost and easy availability. Various books, magazines, Internet, articles and periodicals were studied to carry out our analysis and survey. We have gathered information from some websites, books, magazines and articles.

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RESEARCH APPROACH The research approach adopted in the study is Descriptive and exploratory. Here we tried to find out the relationship between the variables in the study and their level of effectiveness to fulfill our objective. We selected survey method among descriptive and exploratory approach to fill the research instrument i.e. Questionnaire. There are various reasons that can prove the adopted method superior to that of others. By survey, we can find necessary information and that is the first hand so we can rely on it. We did not select the exploratory approach to find out the in depth relationship among the variables involved in the study but the contrary exploratory approach is used to know which variables are relevant and which are irrelevant for the customer.

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QUESTIONNAIRE
Dear Respondent, We are students of K. S. School of Business Management, Ahmedabad and doing a research for a study for which I intend to pose a questionnaire to find out the impact of the advertisements of Airtel. Your cooperation is deeply solicited to provide the relevant information. We assure that the information will be kept confidential. Please tick or give briefly wherever required. 1. 2. Name: _________________________________________________ Gender:
Male Female

3.

Specify your age:


Below 20 20-35 35 and above

4.

Occupation:
Student Housewife Businessman Professional

5.

Family Income per month:


Below 10000 20000-30000 10000-20000 30000 & above

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6.

Which GSM Services do you use?


Airtel Vodafone Reliance Idea BSNL

Section A 7. What are your criteria for choosing the service?


Advertisements Recommendations Call rates Any particular scheme

8.

Are you satisfied with the airtel services?


Completely satisfied Very satisfied Fairly Satisfied Somewhat Dissatisfied Very Dissatisfied Not applicable

9.

Do you have any impact by the advertisement of GSM Services?


Very much Somewhat Little Not at all

10.

By Which type of media, you are influenced the most?


TV commercials Print ads Internet Radio

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11.

Which brands ad you like the most?


Airtel Vodafone Reliance Idea BSNL

12.

Do you like the jingle of the Airtel advertisement?


Yes No

13.

How would you describe Airtel ads in general?


Emotional Funny Creative Boring Informative

14.

What type of message you get from Airtel ads?


Trying to create brand awareness Cheaper than competitors Better connectivity High quality at lesser price

15.

Which celebrity(s) you like the most in Airtel Ads?


Sachin Tendulkar Shahrukh khan A R Rehmaan Saif Ali Khan & kareena Kapoor Vidya Balan & R. Madhvan

16.

Do celebrity endorsements make any difference?


Yes Cant say No

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17.

Expectations are fulfilled as per the claims made in Airtel ads. Do you ______?
Strongly agree Agree Neutral Disagree Strongly disagree

18.

Do you share your views to someone else about Airtel Ads?


Yes No

Section B 19. Why dont you use Airtel? _____________________________________________________ _____________________________________________________ _____________________________________________________ Do you like to switch over to the Airtel, if your requirements are fulfilled? ____________________________________________________ ____________________________________________________ ____________________________________________________

20.

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GRAPHICAL REPRESENTATION & INTERPRETATION


GENDER
Particulars Percentage Male Female Total 60 40 100

The total number of respondents was 120.Out of which 48 were female respondents and rests 72 were males.

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AGE
Particulars Percentage Below 20 20-35 Above 35 Total 26.67 53.33 20.00 100.00

The respondents are categorized in three different groups. First group consists of person less than 20 years of age. These are mainly teenagers and are most likely to buy or use new mobile connections. The second group i.e.20-35 years of age are already using one or the other connection. The last group was mainly of somewhat older people and consists of 20% of the total sample

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OCCUPATION
Particulars Student House Wife Professional Business Total Percentage 33.33 7.5 23.33 35.83 100

The samples are divided in to the groups based on their occupation. The students and businessmen are surveyed more than other two groups as they are the main users of the mobile.

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GSM SERVICE PROVIDERS


Particulars Airtel Vodafone Reliance BSNL Idea Total Percentage 22.5 26.67 15.83 19.17 15.83 100

The graph shows the % distribution of customers of different service providers .There are some more players in the market but for the shake of clarity, only these Five were given consideration. Out of the major five players, Vodafone is found to be leading the market with the largest market share of 27%. Main competitors to vodafone in terms of number of customers are AIRTEL and BSNL.

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SATISFACTION LEVEL
Particulars Completely satisfied Very satisfied Fairly Satisfied Somewhat Dissatisfied Very Dissatisfied Total Percentage 19.17 40.83 28.33 9.17 2.5 100

This graph shows that out of the respondents who are using airtel, 40% are very satisfied with the service of Airtel while there are only around 3% people who are not satisfied with the service of Airtel.

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INFLUENCE OF ADVERTISEMENTOF GSM


Particulars Percentage YES NO Total 89.17 10.83 100

Around 89% of the people believe that the advertisement of the mobile card service influence them to purchase that service. While the remaining believes that they are not influenced by such advertisements.

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INFLUENCE OF MEDIA
Particulars TV commercials Print ads Internet Radio Total Percentage 61.67 14.17 17.5 6.67 100

62% of the respondents said that they like the TV ads more than any other medium of advertisement. The main internet users now a days i.e. youngsters were found to have a liking towards the advertisements used on internet. The housewives and the older people like to go through advertisements in newspapers and magazines etc, and also like the advertisements on radio or local FM stations.

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LIKING OF ADVERTISEMENTS
Particulars Airtel Vodafone Reliance Idea BSNL Total Percentage 22.5 27.5 20.83 24.17 5 100

The advertisements of Vodafone were found to be more popular among the respondents. Most of them talked about the VODAFONE DOG and ZOO ZOO. Similarly the tag line of IDEA AN IDEA CAN CHANGE YOUR LIFE and WALK WHEN YOU TALK is also very popular. AIRTEL ads are supposed to be more or less centered on emotional factors.

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LIKING OF JINGLE OF AIRTEL ADVERTISEMENT


Particulars Percentage YES NO Total 93.33 6.67 100

Around 93% of the respondents like the jingle of the airtel while 7% of people feel it boring or slow.

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DESCRIPTION OF AIRTEL ADVERTISEMENTS


Particulars Percentage Emotional Boring Funny Informative Creative Total 53.33 2.5 4.17 13.33 26.67 100

Majority of the respondents feels AIRTEL ads as emotional ads. In eve advertisement, one or the other facet of the human relations is at the centre. The AIRTEL ads were also considered to be different from the competitors and innovative. Many respondents claimed that the fun part was always missing from the AIRTEL ads.

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LIKING OF CELEBRITY
Particulars Sachin Tendulkar Shahrukh khan A R Rehmaan Kareena Kapoor & Saif Ali Khan Vidya Balan & R. Madhvan Total Percentage 10 40 26.67 13.33 10 100

Out of all celebrities endorsing AIRTEL, Shahrukh Khan is the most famous among the viewers. Almost every respondent linked the AIRTEL success with the famous TONE composed by Rehmaan. One of the finding was that using too many celebrities in advertisements is not that much effective. AIRTEL advertisement with many celebrities is supposed by the viewers as wastage of money.

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INFLUENCE OF CELEBRITY
Particulars Yes No Cant say Total Percentage 72.5 19.17 8.33 100

73% of the respondents believe that the Celebrity endorsements give a brand a touch of glamour and the hope that a famous face will provide added appeal and name recognition in a crowded market. AIRTEL itself is already using a number of celebrities in its advertisements like shahrukh khan, Saif ali khan, kareena, Sachin, Madhvan etc. so in near future also AIRTEL should move on with celebrity endorsements as viewers give them value and have a liking towards them.

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CLAIMS MADE BY AIRTEL ADVERTISEMENTS ARE BELIEVABLE


Particulars Strongly agree Agree Neutral Disagree Strongly disagree Total % 20 40 18.33 14.17 7.5 100

About 60% of the respondents are agreed that the claims made about the connectivity, voice clarity etc in the AIRTEL ads are true. 22% of people suppose these claims as just a part of advertisement and non existing in actual. While around 18% are not able to give the perfect answer for the same.

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SHARING OF VIEWS RELATED TO AIRTEL ADVERTISEMENTS


Particulars Percentage Yes No Total 91.67 8.33 100

+ Around 92% of the total respondents like to talk about the airtel ads with their friends or relatives while remaining respondents are not interested to talk about the ads.

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INCOME AND IMPACT OF ADVERTISEMENT

Impact

Very Much

Some what

Little

Not At All

Total

INCOME BELOW 10000 10000 - 20000 20000 - 30000 30000 ABOVE TOTAL

0 0 13

2 5 19 20 46

3 12 8 10 33

5 6 2 0 13

10 23 42 45 120

& 15 28

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AGE AND IMPACT OF ADVERTISEMENT

IMPACT

Very Much

Some what

Little

Not At All

Total

AGE BELOW 20 21 35 Above 35 TOTAL

6 17 5 28

16 21 9 46

8 17 8 33

2 9 2 13

32 64 24 120

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OCCUPATION AND IMPACT OF ADVERTISEMENT

Impact

Very Much

Some what

Little

Not At All

Total

Occupation Student House Wife Professional Business TOTAL

12 6 3 7 28

14 2 15 15 46

10 1 8 14 33

4 0 2 7 13

40 9 28 43 120

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CELEBRITY AND IMPACT OF ADVERTISEMENT

Impact

Very Much

Some what

Little

Not At All

Total

Celebrity Sachin Tendulkar Shahrukh khan A R Rehmaan Saif Ali Khan & kareena Kapoor Vidya Balan & R. Madhvan Total

3 16 3 2 4 28

5 17 15 7 2 46

3 13 11 3 3 33

1 2 3 4 3 13

12 48 32 16 12 120

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TESTING OF HYPOTHESIS
A hypothesis is usually considered as the principle instrument in research. Its main function is to suggest new experiment and observation.

What is hypothesis?
Hypothesis may be defined as a preposition set forth as and explanation for the occurrence of some specified group of phenomena either asserted merely as provisional conjecture to guide some investigation or accepted as highly probable in the light of established fact.

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Flow diagram for hypothesis testing

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1) Income:
Hypothesis: Null Hypothesis: Test of independence Income of a Person and impact of advertisement is dependent. Very Much Some what Little Not At All Total

Impact

INCOME BELOW 10000 10000-20000 20000-30000 TOTAL Oi 0 2 3 5 0 5 12 6 13 19 8 2 15 20 10 0 TOTAL Ei 2 4 3 1 5 9 6 2 10 16 12 5 11 17 12 5 120

0 0 13 28 (Oi-Ei)2/Ei 2.00 1.00 0.00 16.00 5.00 1.78 6.00 8.00 0.90 0.56 1.33 1.80 1.45 0.53 0.33 5.00 51.68

2 5 19 20 46

3 12 8 10 33

5 6 2 0 13

10 23 42 45 120

30000&ABOVE 15

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Degrees of freedom: (D.F.)

= (r-1) (c-1) = (4-1) (4-1) =9 Here level of significance is 5% At 5% level of significance at 9 degree of independence the X2 tab is 16.919. At 5% level of significance & the 9 degree of freedom X2 tab < X2 Cal so hypothesis (Ho) is rejected. So, Income and Impact of advertisement are independent.

Level of significance: Critical value:

Decision:

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2) Age:
Hypothesis: Null Hypothesis: Test of independence Age of a person and impact of an advertisement are dependent. Very Much Some what Little Not At All Total

IMPACT

AGE BELOW 20 21 35 Above 35 TOTAL

6 17 5 28

16 21 9 46

8 17 8 33

2 9 2 13

32 64 24 120

Oi 6 16 8 2 17 21 17 9 5 9 8 2 Total

Ei 6 12 9 3 15 25 18 7 6 9 7 3 120

(Oi-Ei)2/Ei 0.00 1.33 0.11 0.33 0.27 0.64 0.06 0.57 0.17 0.00 0.14 0.33 3.95

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Degrees of freedom: (D.F.):

= (r-1) (c-1) = (4-1) (3-1) =6 Here level of significance is 5% At 5% level of significance at 6 degree of independence the X2 tab is 12.592 At 5% level of significance & the 6 degree of freedom X2 tab > X2 Cal so hypothesis (Ho) is accepted. So, Age and Impact of advertisement are dependent.

Level of significance: Critical value:

Decision:

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3) Occupation:
Hypothesis: Null Hypothesis: Test of independence Occupation dependent. Very Much Some what and impact of advertisement is

Impact

Little

Not At All

Total

Occupation Student House Wife Professional Business TOTAL Oi 12 14 10 4 6 2 1 0 3 15 8 2 7 15 14 7 Total Ei 9 15 11 5 2 3 2 1 7 11 8 3 10 16 12 5 120

12 6 3 7 28 (Oi-Ei)2/Ei 1.00 0.07 0.09 0.20 8.00 0.33 0.50 1.00 2.29 1.45 0.00 0.33 0.90 0.06 0.33 0.80 17.35

14 2 15 15 46

10 1 8 14 33

4 0 2 7 13

40 9 28 43 120

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Degrees of freedom: (D.F.)

= (r-1) (c-1) = (4-1) (4-1) =9 Here level of significance is 5% At 5% level of significance at 9 degree of independence the X2 tab is 16.919 At 5% level of significance & the 9 degree of freedom X2 tab < X2 Cal so hypothesis (Ho) is rejected. So, Occupation and Impact of advertisement are independent.

Level of significance: Critical value:

Decision:

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4) Celebrity:
Hypothesis: Null Hypothesis: Test of independence Celebrity and dependent. Very Much Some what impact of advertisement are

Impact

Little

Not At All

Total

Celebrity Sachin Tendulkar Shahrukh khan A R Rehmaan Saif Ali Khan & kareena Kapoor Vidya Balan & R. Madhvan Total

3 16 3 2 4 28

5 17 15 7 2 46

3 13 11 3 3 33

1 2 3 4 3 13

12 48 32 16 12 120

Oi 3 5 3 1 16 17 13 2 3 15 11 3 2 7 3

Ei 3 5 3 1 11 18 14 5 7 12 9 4 4 6 4

(Oi-Ei)2/Ei 0.00 0.00 0.00 0.00 2.27 0.06 0.07 1.80 2.29 0.75 0.44 0.25 1.00 0.17 0.25

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4 4 2 3 3 Total

2 3 5 3 1 120

2.00 0.33 1.80 0.00 4.00 17.48 = (r-1) (c-1) = (5-1) (4-1) = 12 Here level of significance is 5% At 5% level of significance at 12 degree of independence the X2 tab is 21.026 At 5% level of significance & the 9 degree of freedom X2 tab > X2 Cal so hypothesis (Ho) is accepted. So, Celebrity and Impact of advertisement are dependent.

Degrees of freedom: (D.F.)

Level of significance: Critical value:

Decision:

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FINDINGS
The research helped us to come to the following out comes: Major portion of the viewers got the message from the AIRTEL ads as it is a brand that offers services at cheaper price. The ads dont give any hint about the service quality. So AIRTEL should give some consideration to this fact and try to emphasize on the better quality also through the advertisements. Most of the respondents said that they started using that sim card because of one or other type of scheme. The different types of schemes like-10 paisa call, night calling free etc help the customers make their mind to shift to that particular service provider. The advertisements in general have a very small impact on their decision. In terms of liking of ads, Vodafone is way ahead of AIRTEL. Viewers have a liking towards most of the celebrities used in AIRTEL ads. The preferences of the viewers for the celebrities are always changing so we cant rely on a single celebrity for ever. Viewers like to see short and up to the mark ads but Most of the AIRTEL ads are too lengthy. People are ready to use the airtel if their all demands are fulfilled and they find airtel as a beneficial for them.

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RECOMMENDATIONS
Along with using various celebrities for endorsements, AIRTEL should try to introduce advertisements with some sort of humor. The majority of perspective customers are teenagers, so AIRTEL ads should be more focused around them The people now days have started using more and more internet, so along with TV advertisements, AIRTEL should give more attention to online advertisements. People give very less attention to the print ads, so these ads should be mainly informative ads i.e. the ads giving information about new schemes and recharge coupons etc.

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LIMITATIONS
The research was carried out taking care of each & every small points which can alter the results but still there were some limitations that must be acknowledged. The respondents chosen were mainly from cities. So the results dont include the responses of rural customers. To find out the overall effectiveness of advertisements a lot of data regarding the price paid to the celebrities and cost of advertisement etc. was required, but as this type of data is classified so it was not available.

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CONCLUSION
Mobile penetration is currently exploding in INDIA and Bharti Airtel has been riding the crest of the huge mobile industry wave that has been formed. Consequently great potential and huge market opportunities have now opened up the playing field in Indias telecom market and also made it much more competitive. In the present open market environment, there are currently over 10 major operators in India which are competing with each other to get the major share of this market. So at any point of time, AIRTEL cant take things lightly. It needs to change its marketing and advertising strategies gradually. The advertisements used at present seem appropriate for AIRTEL but we cant always rely on these advertisements and the celebrities.

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BIBLIOGRAPHY AND WEBOGRAPHY


www.airtelworld.com www.scribd.com www.wikipedia.org Search engine used www.google.com Research Methodology by C.R.Kothari

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