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I Prachi Tyagi the undersigned, a student of the FORT INSTITUTE OF ,TECHNOLOGY Meerut and is presently pursuing a Bachelor of Business Administration declare that this project report titled MARKETING STRATEGY OF BHARTI AIRTEL in partial

fulfillment of the requirement for the internship project Bachelor of Business Administration. This is my original work and has not been previously submitted as part of another degree or diploma of another Business School or University.



. First of all We would like to thank the Management at Bharti Airtel for giving me the opportunity to do my two-month project training in their esteemed organization.

We are highly obliged to MR. NEERAJ GUPTA for granting me to undertake our training at Meerut branch. We express our thanks to all Sales Managers under whose able guidance and direction, we were able to give shape to our training. Their constant review and excellent suggestions throughout the project are highly commendable.

Our heartfelt thanks go to all the executives who helped us gain knowledge about the actual working and the processes involved in various departments.


Communication has been one of the most important aspects of the growth of human society and culture. Telecommunications, the transmission of signals over a distance for a purpose of communication, is also very important. It provides business, money and market stability in the world. The telecom sector is one of the leading contributors to India's flourishing economy. Telecommunication Sector Opportunities in India assures a transparent, safe, and secured ambiance for the telecom market. It include introduction of Internet telephony services, privatization of VSNL, and introduction of a number of international long distance services sector. The opportunities in the Indian telecom sector is increasing at a massive pace with the introduction of newer and innovative schemes in various sectors and at present the telecom sector in India is claimed to be one of the major contributors in India's flourishing economy. AIRTEL is a rapidly growing business group based in India with significant international operations. The AIRTEL name is a unique asset representing leadership with trust. AIRTEL spearheads the Groups presence in the telecom sector. Incorporated in 1996, AIRTEL was the first to launch GSM mobile services in India with the Andhra Pradesh circle. AIRTEL has established a robust and reliable 3G ready telecom infrastructure that ensures quality in its services. Customer satisfaction in telecommunications will reflect the service delivery process as experienced by customers. The interaction between customers and the delivery system is effected via alternative contact points; each one of them will be investigated for its impact on the overall customer satisfaction. That is, the service delivery system can be decomposed into alternative

customer contact points that shape customers' overall judgment about the organization. Each contact point may retain a relative independence concerning criteria of customer satisfaction such as personnel, speed, reliability, and pricing. The objectives of this study are to find the customers attitudes towards the AIRTEL Indicom services and to know the reasons for cancellation of the services. This study helps to find out the factors affecting purchasing behavior of telecom products and to know customers opinion to the services offered by the AIRTEL



Incorporated on July 7, 1995, Bharti Airtel Ltd is a division of Bharti Enterprises. The businesses of Bharti Airtel are structured into two main strategic groups Mobility and Infotel. The Mobility business provides GSM mobile services in all 23 telecommunications circles in India, while the Infotel business group provides telephone services and Internet access over DSL in 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 and Singapore. Bharti Tele-Ventures provides end-to-end data and enterprise services to corporate customers by leveraging its nationwide fibre-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 Tele-Ventures' services are provided under the Airtel brand. As of September 2005, Bharti Tele-Ventures was the only company to provide mobile services in all 23 telecom circles in India.

By the end of October 2005, Bharti Tele-Ventures was serving more than 14.74 million GSM mobile subscribers and 1.10 million broadband and telephone (fixed line) customers. The equity shares of Bharti Tele-Ventures are currently listed on the National Stock Exchange of India Ltd (NSE) and the Stock Exchange, Mumbai (BSE). As of September 30, 2005, the main shareholders of Bharti Tele-Ventures were: Bharti Telecom Ltd (45.65%), a subsidiary of Bharti Enterprises; Singapore Telecom (15.69%), through its investment division Pastel Ltd; and, Warburg Pincus (5.65%), through its investment company Brentwood Investment Holdings Ltd). Other shareholders with more than a 1% stake were: Citi Group Global Markets Mauritius Pvt Ltd (2.99%); Europacific Growth Fund (2.04%); Morgan Stanley & Co International Ltd (1.93%); CLSA Merchant Bankers Ltd A/C Calyon (1.33%); Life Insurance Corporation of India (1.34%); and, The Growth Fund of America Inc (1.11%). Sunil Bharti Mittal, the founder-chairman of Bharti Enterprises (which owns Airtel), is today, the most celebrated face of the telecom sector in India. He symbolises the adage that success comes to those who dream big and then work assiduously to deliver it. Sunil Bharti Mittal began his journey manufacturing spare parts for bicycles in the late 1970s. His strong entrepreneurial instincts gave him a unique flair for sensing new business opportunities. In the early years, Bharti 8

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 India's largest telecommunications company and one of India's most respected brands. Airtel was launched in 1995 in Delhi. In the ensuing years, as the Airtel network expanded to several parts of India, the brand came to symbolise the very essence of mobile services. Product Airtel provides a host of voice and data products and services, including highspeed GPRS services. Airtel also offers a wide array of 'postpaid' and 'prepaid' mobile offers, with a range of tariff plans that target different segments. A comprehensive range of value-added, customised services are part of the unique package from Airtel. The company's products reflect a desire to constantly innovate. Some of these are reflected in the fact that Airtel was the first to develop a 'single integrated billing system'

Airtel comes to you from Bharti Airtel Limited - a part of the biggest private integrated telecom conglomerate, Bharti Enterprises. Bharti is the leading cellular service provider, with an all India footprint covering all 23 telecom circles of the 9

country. It has over 21 million satisfied customers. Bharti Enterprises has been at the forefront of technology and has revolutionized telecommunications with its world class products and services. Established in 1976, Bharti has been a pioneering force in the telecom sector with many firsts and innovations to its credit. Bharti has many joint ventures with world leaders like Singtel (Singapore Telecom); Warburg Pincus, USA; Telia, Sweden; Asian infrastructure find, Mauritius; International Finance Corporation, USA and New York Life International, USA. 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. Airtel's journey to leadership began in Delhi in 1995. Since then, Airtel has established itself across India in sixteen states covering a population of over 600 million people. Airtel will soon cover the entire country through a process of acquisitions and green field projects. With a presence in over 1,400 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. As part of its continuing expansion, Airtel has invested over Rs. 1,065 billion in creating a new telecom infrastructure. In 2003/04, Bharti Tele-Ventures earned a gross profit of Rs. 16 billion on revenues of Rs. 50 billion.


Corporate Structure



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 (SBUs) - 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. Its include

Voice Services Mobile Services Satellite Services Managed Data & Internet Services Managed e-Business Services

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 fixed14

line services in the four circles of Delhi, Haryana, Madhya Pradesh, Karnataka, Tamil Nadu & UP (West). Airtel Enterprise 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 Airtels long distance network and Airtels 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.

Voice - Product Portfolio Airtel Enterprise Services telephone services go beyond basic telephony to offer our users a whole host of Value Added Services as well as premium add-ons. Each telephone connection from Airtel Enterprise Services is backed by a superior fibreoptic backbone for enhanced reliability and quality telephony. Few of the Value Added Services offered are Calling Line Identification, Three Party Conferencing, Dynamic Lock, Hunting Numbers, and Parallel Ringing etc.


Airtel Enterprise Services Voice Services provide Free Dial-up Internet access that is bundled along with your Telephone connection from Airtel. Its fast, reliable and gives you unlimited Internet access.

Mobile Services Airtels 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 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


Satellite Services

Airtel Enterprise Services provides you connectivity where ever you take your business Our 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. Our solutions support audio, video and voice applications on demand. Satellite Services include : PAMA/DAMA BIT Internet VPN Satellite based IPLCs for redundancy reasons Managed Data & Internet Services


Airtel Enterprise Services brings you a comprehensive suite of data technologies. So we are able to support all types of networks and ensure our customers can migrate their network to the future seamlessly. Our Managed Data & Internet services make our customers future proof. Managed Data & Internet Services include : MPLS ATM FR Internet IPLC Leased Lines Customised Solutions International Managed Services Metro Ethernet

Managed e-Business Services

Airtel Enterpirse Services, offers an internationally benchmaked, carrier class hosting, storage and business continuity services. A range of services that help to keep your business running the way you want24x7. Thanks to our world-class high tech Data Centres. Managed e-Business Services include :


Co-lo: Dedicated and Shared BCRS Services Web hosting





Following is the SWOT Analysis for AIRTEL


VERY FOCUSED ON TELECOM Bharti Airtel is largely focused on the

telecom, around

93% of the total revenue comes from telecom(Total

telecom revenue Rs 3,326).


holding leadership position in cellular market.. Bharti Airtel is one of India's leading private sector providers of telecommunications services based on an aggregate of 27,239,757 customers as on August 31, 2006, consisting 21

of 25,648,686 GSM mobile and 1,591,071 broadband & telephone customers.

PAN INDIA FOOTPRINT Airtel offers the most expansive roaming

network. Letting you roam anywhere in India with its Pan-India presence, and trot across the globe with International Roaming spread in over 240 networks. 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 92 cities.


INTERNATIONAL SUBMARINE CABLES. Airtel, the monopoly breaker shattered the Telecom monopoly in the International Long Distance space with the launch of International Submarine cable Network i2i jointly with Singapore Telecommunications Ltd. in the year 2002. This has brought a huge value to the IPLC customers, delivering them an option besides the incumbent carrier, to connect to the outside world.


WEAKNESS AIRTEL has less numbers of retailers.

Less force- It has less numbers of marketing personnel.

It has not planned for setting up of any new plants where their services has planned to set up several new services.

It has no extra features in the brand that differentiate its from other competitors. Airtel has less number of tie-ups with mobile manufacture as compare to other compotators

OPPORTUNITIES It can take the market very well with the new investment of $ 143 millions.

It can give a big jerk to its major competitor IDEA it can increase its number of products in consumer goods. Increasing trend of AIRTEL of different brand.


THREATS It has continuous threat from Idea and Vodafone as well as various other competitors. Airtel has a major market than other compotator due to advertisement of world cup cricket.

A large amount of expenses on the advertisement. Every month new operators are coming in telecom market BSNL is major threat in price war


o o o o o o o



The Indian communications scenario has transformed into a multiplayer, multi product market with varied market size and segments. Within the basic phone service the value chain has split into domestic/local calls, long distance players, and international long distance players. Apart from having to cope with the change in structure and culture (government to corporate), Airtel has had to gear itself to meet competition in various segments basic services, long distance(LD), International Long Distance (ILD), and Internet Service Provision (ISP).It has forayed into mobile service provision as well. Objective of study are: What marketing strategies the Airtel is implementing to defend and increase the market share. To find who are the competitors of the Airtel and the market shares of the competitors and what strategies Airtel is implementing to beat its competitors. To find out how Airtel react to the technology changes in the communications sector, 26


Importance of Project
Importance of my project on AIRTEL is to study buying behavior of customer To find out the attributes that affects the buying behavior of the AIRTEL service . To know the satisfaction level of recharge vouchers offered by the company. To find the reasons for cancellation of AIRTEL connection My study area was the Meerut. My study is helpful for many players in Home Appliances to make following strategies related to advertising for any particular company: Advertising strategy according to the age of final users. To analyze the brand recall of other products in the same segment. To analyze the perception of consumers related to ads of durables.

Scope of the project

The project under taken was to study customer buying behavior. As per this study I analyzed : Brand Recall of AIRTEL, Effect of Advertising on Consumer Attitude, Consumer Perception about AIRTEL.












BCG Matrix is used to find out the relative growth prospects of the product line. Within the Airtel product line leased, private, circuit are among star. Airtel is going to have a submarine cable between Singapore and Chennai with the collaboration of singtel. This wills airtel to maintain its position in IPLC market. Right in India only VSNL have such cables. MARKET PENETRATION ENTERED IN BROADBAND AND FIXED LINE MARKET MARKET DEVELOPMENT LOOKING FOR OVERSEAS MARKET PRODUCT DEVELOPMENT IPLC PRODUCTS


To portray alternative corporate growth strategies, Igor Ansoff conceptualized a matrix that focused on the firms present and potential products and markets / customers. He called the four product-market strategic alternatives

market penetration [existing market + existing product], market development [existing product + new market], 30

product development [existing market + new product], and Diversification [new product + new market].

The company should follow all four strategies depending on the demand and product as indicated in the matrix. The company perhaps needs to focus more on the comparatively neglected area of diversification.

MARKET PENETRATION: Airtel entered in broadband and fixed phone line market.

PRODUCT DEVELOPMENT: IPLC products MARKET DEVELOPMENT: Airtel is now looking for overseas market. Company has already make his presence in Nigeria and Seychelles

DIVERSIFICATION : Airtel has now outsourcing sum of its services like customer services with IBM


The industry structure has become relatively unfavorable compared to earlier monopolistic times

The earlier pattern used to be that the national telecom company used to own every segment of the value chain till the international gateway. With liberalization there was competition in virtually every segment. There are companies that provide local connectivity, those that function as long distance carriers, and those that provide 32

only gateway links. Some integrated players operate in all segments. The intensity of competitive pressures across the chain is reflected in the downward spiral being witnessed in tariffs and prices to customer. The value chain for cellular mobile service and Internet Service Providers (other than cable based net connections) are similar in as much as the calls reach the destination through similar local loop, long distance and international gateway.



It is a systematic examination of all 3 levels of the environment with at least three purposes: Detecting important economic, social, cultural, environmental, health, technological, and political trends, situations, and events Identifying the potential opportunities and threats for the institution implied by these trends, situations, and events Gaining an accurate understanding of your organizations strengths and limitations STEEP refers to changes in the social, technological, economic, environmental, and political sectors that affect organizations directly and indirectly.

A STEEP analysis of the macro environment indicates that economic (a phone call being a cheaper way to stay in touch than outstation travel for example) and social factors (working outside the home town) have forced the pace of utilization of technology (Public Call Offices, mobile phones, networked companies). Increasing customer awareness has raised expectations and vocal demands are being articulated for consumer rights; such political factors have in turn impacted the 34

competitive environment by way of entry of private players, independent regulation, and a policy framework tilted towards a level playing field for new entrants. A near environment analysis indicates that the competitors are becoming active resource rivals (political and financial) apart from applying pressures as customer rivals. The customer has, needless to say, benefited from increased choice from within the communications services basket itself.

CORE COMPETENCE Airtel core competencies are sales & promotions and as of now Airtel is leading brand in mobile services in India. Airte have three big personality Viz. Sachin Tendulkar , Shahrukh Khan and music maestro A. R. Rahman for endorsing there product and services currently Airtel is outsourcing there no competence function and try to fully concentrate on his core competency that is sales promotion.


Subscriber Base as on 31st July 2005 ( in millions) Market shar Fixed Mobile Total e (%age) Private 6.43 Operators PSU 12.5 Operato 40.74 rs 59.8 Total 47.17 107.00 100 53.24 49.76 47.3 53.76 50.24


The Kano et al. (1996) model of customer satisfaction classifies product attrib utes based on how they are perceived by customers and their effect on customer satisfaction (Kano, Serakuet al. 1996). According to the model, there are three types of product attributes that fulfil customer satisfaction to a different degree: 1) basic or expected attributes, 2) performance or spoken attributes, and 3) surprise and delight attributes.

A competitive product meets basic expected attributes, maximises performances attributes, and includes as many excitement attributes as financially feasible. In the model, the customer strives to move away from having unfulfilled requirements and being dissatisfied

The performance or spoken attributes (the central line of the model) are those expressed by customers when asked what they want from the product. Depending on the level of their fulfilment by a product or a service these requirements can satisfy or dissatisfy consumers.

The basic or expected attributes (lower curve in the model) are basic attributes, which customers take for granted and they are so obvious that they are not worth


mentioning. While the presence of these attributes is not taken into account, their absence is very dissatisfying.

The surprise and delight attributes (upper curve in the model) lay beyond customers expectations. If they are present they excite the customer, but their absence does not dissatisfy, as customers do not expect them.

A successful combination of expected and exciting attributes provides a company with an opportunity to achieve competitive advantage. A successful company will correctly identify the requirements and attributes and use them to document raw data, user characteristics, and important service or product attributes.

To make information about the identified requirements about attributes understandable and useful for designers, a so-called Quality Function Deployment (QFD) approach is often being used. The goal of QFD is to assure that the product development process meets and exceeds customer needs and wants and that customer requirements are propagated throughout the life cycle of the product. The approach uses a number of matrices, which help translating customer requirements into engineering or design parameters, specifying product features, manufacturing operations and specific instructions and cont rols. QFD allows for the minimising 38

of errors and the maximising of product quality for customers. The approach is probably the only existing quality system with such strong orientation to customer satisfaction.

Innovation framework

The process of adopting new products has also been studied within innovation adoption literature, and in particular the Rogers (1995) innovation framework. The framework suggests five steps, through which an adopter goes to the adoption of a new product or a service (Rogers 1995: 36):

first knowledge of an innovation forming an attitude toward the innovation decision to adopt or reject implementation of the new idea confirmation of this decision Rogers model closely resembles the customer satisfaction model by Engel et al. (1995), see (Figure 3). The first knowledge is acquired when an individual is provided with the information about the innovation. The attitude is formed evaluating the features of innovation and a resolution on accepting or rejecting the product follows. Implementation corresponds to the consumption and confirmation refers to the need to reaffirm the decision about the innovation adoption. 39

Rogers also maintained that people accept innovation differently, depending on their personality, their innovativeness, and interpersonal communication, and according to this could be classified into innovators, early adopters, early majority, late majority, and laggards (Figure 6). Innovators seek newness and value the time period that is passed since the product launch. Laggards seek reassurance and confirmation about product or service qualities through interpersonal

communication and word-of-mouth. A large number of studies have analysed the differences between earlier and later adopters based on socio-economic, demographic, cultural, or psychological criteria (Tornatsky, Eveland et al. 1983), (Gatignon and Robertson 1985), (Frank, Sundqvist et al. 2001),






According to Clifford Woody Research comprises defining and redefining problems formulating hypothesis or suggested solutions; collecting organizing and evaluating data; making deductions and reaching conclusions; and at last carefully testing the conclusions to determine whether they fir the formulating hypothesis.

2. Research approaches

Descriptive research :The research study is conducted through descriptive research. Descriptive research design is a scientific method which involves observing and describing the behavior of a subject without influencing it in any way or to identify the cause of something that is happening. For instance, this research could be used in order to find out what age group is buying a particular Brand of the product, where a companys market share differs between geographical region or to discover how many competitors a company has in their conducting the research must comply with strict research requirement in order to obtain the most accurate figures / results possible.

4. Research design A research design is the determination and statement of the general research approach or strategy adopted for the particular project.

Sample size The number of sample is 110 from Gujrola and adjoining market, which fulfills the requirement. Each respondent is treated as a case of detailed analysis

6. Sampling design


Convenience sampling is used for this study. Convenience sampling is used in exploratory research where the researcher is interested in getting an inexpensive approximation of the truth. As the name implies, the sample is selected because they are convenient. This non probability method is often used during preliminary research efforts to get a gross estimate of the results, without incurring the cost or time required to select a random sample. 7. Data collection method For the accumulation of data the sources were primary and secondary data. Primary Data: These data are raw material. They are the measurement observed and recorded as a part of original study. They are original in character. The investigator or researcher directly collects this data. The basic form of obtaining this data is by observing and questioning. The Primary data was a detailed interview schedule with the help of a detailed questionnaire. The samples were drawn purposively from various areas for the relevance of the study. Discussions were held with the general, branch manager and executives of the company to design and execute the research Secondary Data: They are not originally drawn by the researcher as fresh data. These are collected by some other person for this purpose and published. These types of data can be collected through various sources. For this study the secondary data were collected from magazines ,journals , references and websites and manuals of the TATA Indicom. Tools and techniques of analysis 8. Percentage analysis and statistical tools were used in the study. The statistical tools used for data analysis are Rank correlation and hypothesis testing. ANOVA and t test had applied for hypothesis testing.


9. Rank Correlation = If Rank Correlation is negative we can say that there is no correlation between the variable,if rank correlation is positive we can say that there is a relation between the variable, if theRank correlation is less than.06 we can say that there is a low degree of relation between the


Process of research methodology

Objective of Study

Research Design

Sample Design

Data Collection

Data analysis

Reporting of Findings


RESEARCH DESIGN Research Design specifies the methods and procedures for conducting a particular study. A Research Design is the arrangement of conditions for collection and analysis of the data in a manner that aims to combine relevance to the research purpose with economy in procedure. Research Design is broadly classified into three types as Exploratory Research Design Descriptive Research Design Hypothesis testing Research Design

On the basis of the objective of study, the studies which are concerned with describing the character tics of a particular individual, or of a group of individual under study comes under Descriptive Research Design. Descriptive Research Design: In this research design the objective of study is clearly defined and has accurate method of measurement with a clear cut definition of population which is to be studied.

For TV Sating the research problem Two steps are involved in for TELECOM the research problem:

Understanding the problem Rephrasing the problem into meaningful terms from an analytical point of view. The training sessions are conducted in the beginning of training in order to make

us clear about the task provided and how to handle the different situations.


SAMPLING DESIGN A Sample Design is a definite plan for obtaining a sample from a given population. It refers to the technique and the procedure adopted in selecting items for the sample. The main constitution of the sampling design is as below1. Sampling Unit 2. Sample Size 3. Sampling Procedure SAMPLING UNIT A sampling framework i.e. developed for the target population that will be sampled i.e. who is to be surveyed. Customers

SAMPLE SIZE It is the substantial portion of the target population that are sampled to achieve reliable results. Sample size = 110 respondents (Customer) at Meerut and Bulandshahar. SAMPLING PROCEDURE The procedure to choose the respondents to obtain a representative sample, a non-probability sampling technique is applied for the target market. Non-Probability Sampling It is a purposive sampling which deliberately chooses the particular units of the universe for constituting a sample on the basis that the small mass that they so select out of a huge one will be typical or representative of the whole. Judgment sampling: To select population members who are good prospects for accurate information?




While learning any thing new there are some limitations and this project is no exception. Limitations while making projects 1. sometime problems were faced while collecting data. 2. as it was the first time experience of learning while working so it takes time to adjust. Limitation of time Time availability was one of the biggest limitations face due to shortage of time we had to limit the work in its present form. Other limitations 1. Since I did not have any previous experience so it may have led to discrepancies in the report. 2. As the environment was very new to me so it takes some time to become friendly.






Data is collected from both the Primary sources i.e. questionnaire and also from Secondary sources. Primary sources: The primary source of data collection is through questionnaire. The questionnaires are distributed among 35 peoples and their view is recorded and used in analyzing the data Secondary sources : The secondary sources includes online sites, newspapers and templates from AIRTEL distributions centers and AIRTEL Customer Care.


People know about AIRTEL cellular service through 30 % Friends 70% Advertisements 5% Other Sources

friends advertisements other sources

30 65 5

friends advertisements other sources

Hence it is clear that 30% know through friends 70% through Advertisements and5 % from other sources


Feature of AIRTEL forced people to use AIRTEL is 35% Advertisements 35%Goodwill 20% Connectivity 10%Schemes

advertisement connectivity schemes goodwill

Hence it is clear that 35% by airtel because of advertisement and 10 because of schemes and 35% by goodwill


Peoples first choice of cellular service when they want to use mobile phone AIRTEL 45% vodaphone 30% IDEA 8% RELIANCE 10% TATA INDICOM 5% OTHERS 2%


Hence Airtel is number one choice of people

Feature of AIRTEL is better than the peoples previous cellular service. 54

Advertisements 25% Connectivity 60% Schemes 15%


Hence connectivity is dominant feature


AIRTEL users in peoples phone book Less than 30% 30% - 70% More than 70% : : : 15% 25% 60%

0-30 30-70 70-100

After survey it is clear that airtel user are more in address book of users


Type of advertisement mostly like by people in AIRTEL is Audio Visual Print Audio : : : 85% 2% 13%

Audio Visual Print Audio

Hence 85% advertisement are preferred Audio Visual

Celebrity liked by people very much in AIRTEL 57

Sachin Shahrukh : A. R. Rehman

: : 2% :

55% 38% 5%



Hence Schin is most popular


People take benefits of schemes offered by AIRTEL YES NO CANT SAY : : : 85% 13% 2%


Yes take all scheme

People like most in AIRTEL is 59

NOKIA + AIRTEL AIRTEL MAGIC Postpaid services AIRTEL Broadband

: : : :

86% 5% 8% 1%

NOKIA + AIRTEL AIRTEL MAGIC Postpaid services AIRTEL Broadband

People like nokia with airtel

Service liked by people most in AIRTEL is 60

AIRTEL missed you service Ring tones Hello tunes

: : :

63% 15% 22%


Most poplar service is airtel missed by you


People participate contest offered by AIRTEL like BID TO WIN, LIL CHAMPS YES NO : : 72% 28%


People participate in bids


Type of recharge cards liked by people More talk time More validity Both : : : 23% 15% 62%

More talktime More validity Both

Hence more talk time is preferred by people


AIRTEL is #1 in India Yes No : : 95% 5%

Yes No

Hence 95% of Customer say Airtel is No 1


CHAPTER 7 Findings



Strategic alliance The company has a strategic alliance with SingTel. The investment made by SingTel is one of the largest investments made in the world outside Singapore in the company. The company also has a strategic alliance with Vodafone. The investment made by Vodafone in Bharti is one of the largest single foreign investments made in the Indian telecom sector.The companys mobile network equipment partners include Ericsson and Nokia. In the case of the broadband and telephone services and enterprise services (carriers), equipment suppliers include Siemens, Nortel, Corning, among others. The Company also has an information technology alliance with IBM for its group-wide information technology requirements and with Nortel for call center technology requirements.

OutsourcingThe call center operations for the mobile services have been outsourced to IBM Daksh, Hinduja TMT, Teletech & Mphasis.

Overseas Market.Airtel is looking for overseas market and already atarted operation in Nigeria and Seychelles. 66

CompetitionAirtel is facing strong competion from MTNL and BSNL inspite of the fact they are far away from airtel technologically but but these two have a inside rach in rural and urban area and have low tariff rates.

Brand Ambassador Airtel have strong brand ambassador, Sachin tendulcar, Shahrukh khan and A . R. rehman to promote there product and services.

Leader in Telecom market Airtel is holding a position of Market Leader by having 21 percent of the total market share.




India has a mere 1.2 telephones for every 100 of its people. This is way below international standards and is not becoming of a country aspiring to be major player in the global economy of the 21st century. This means that opportunities for investment in this sector are immense. Basic voice service is the biggest market. Installation of around 25 million direct lines by the year 2001 will require an investment of us$ 22 billion. Due to the growing need for mobile phones, its no wonder that service providers are going all out to capture, as much market space as they can. As the number of mobile phone users are estimated to rise to about 120 million by 2008,its not surprising that most of the leading service providers in india have started branding and marketing their services more aggressively. The conducted study try to examine the market mindset towards one of the major player in the telecom sector. The selected company for the study is Airtel which is having a reputation in the market. This study had examined customer evaluation about the Airtel provided by the company. It also investigates the major reasons behind cancellation of services by the customers. The major findings are





After the complete analysis of entire STUDY we put forward a set of recommendations which are a follows:

PRICING Depending on the market conditions / competition from cellular or wll-mobile service providers and also to suit local conditions, there should be flexible pricing mechanism (either at central or local level).

IMPROVEMENT IN TECHNOLOGY Airtel should immediately shift to third generation switches by replacing its c-dot switches. This will improve the quality of service to desired level and provide simultaneous integration with the nationwide network. The special distribution of the transmission towers should be increased to avoid no signal pockets

ESTABLISHMENT OF DISTRIBUTION CHANNELS Airtel should establish widespread and conspicuous distribution to match that of the competitors. The distribution network shall make the product visible and available at convenient locations.

UNTAPPED RURAL MARKET Large part of Indian rural market is still untapped therefore airtel is required to bring that area under mobility.\ 71


International Private Leased Circuit Bhart Sanchar Nigam Ltd Mahanagar Telephone Nigam Ltd Telephone Regulatory Authority Of India





Q1. People know about AIRTEL cellular service through (a) (b) (c) Friends Advertisements Other Sources

Q2. Feature of AIRTEL is better than the peoples previous cellular service. 1. Advertisements 2. Connectivity 3. Schemes

Q3. AIRTEL users in peoples phone book Less than 30% 30% - 70% More than 70% Q4. Type of advertisement mostly like by people in AIRTEL is 1. Audio Visual 2. Print 3. Audio : : :


Q5. Celebrity liked by people very much in AIRTEL Sachin : Shahrukh : Kareena A. R. Rehman : Q6. People take benefits of schemes offered by AIRTEL YES NO CANT SAY : : :

Q7. People like most in AIRTEL is NOKIA + AIRTEL AIRTEL MAGIC Postpaid services AIRTEL Broadband : : : :

Q8. People like nokia with airtel Service liked by people most in AIRTEL is AIRTEL missed you service Ring tones Hello tunes : : :


Q9. People participate contest offered by AIRTEL like BID TO WIN, LIL CHAMPS YES NO : :

Q10. Type of recharge cards liked by people More talk time More validity Both : : :





Kotler, Philip (2004) Marketing Management, Eleventh Edition (New Delhi: Prentice Hall of India) Kothari, C.R (1999) Research Methodology (Delhi: Global Business press) S.L. Gupta and V.V. Ratna (2004) Advertising and Sales Promotion Management, First Edition (New Delhi: Sultan Chand & Sons)

Indian Journal of Marketing Volume xxxiv (Oct 2007) Indian Journal of Management Volume xxxv (March 2009) Survey of Indian Industries The Hindu (2007)

Times of India (March 1, 2009) Times of India (March 9, 2009)

www.airtelworld.com airtel-broadband.com