CHAPTER 1

INTRODUCTION

INDUSTRY
The

word tele-communication was

adapted

from

the

French

word telecommunication. It is a compound of the Greek prefix tele- (-),

meaning "far off", and the Latin communicate, meaning "to share". The French
word telecommunication was coined in 1904 by the French engineer and
novelist douard Estaunie

HISTORY
For literally thousands of years mankind had been struggling to find ways to
communicate longer distances more quickly, and the best that had been invented
at the time was smokes signals, drums, or human couriers. For this reason, most
people felt cut off from other human beings that lived farther than a few days
journey by horseback or carriage ride. And for thousands of years this was
considered the norm. It wasn't until the mid 19th century that human beings
began to take a leap forward into the realm of telecommunication.

Telegraph
The first successful transatlantic telegraph cable was completed on 27 July
1866, allowing transatlantic telecommunication for the first time. Earlier
transatlantic cables installed in 1857 and 1858 only operated for a few days or
weeks before they failed.

Telephone
The conventional telephone was invented by Alexander Graham Bell in 1876,
based on his earlier work with harmonic (multi-signal) telegraphs. The first
commercial telephone services were set up in 1878 and 1879 on both sides of
the Atlantic in the cities of New Haven and London. Bell held the master patent
for the telephone that was needed for such services in both countries.

Computer networks and internet

On September 11, 1940, George Stibitz was able to transmit problems
using teletype to his Complex Number Calculator in New York and receive the
computed results back at Dartmouth College in New Hampshire. This
configuration of a centralized computer or mainframe with remote dumb
terminals remained popular throughout the 1950s. However it was not until the
1960s that researchers started to investigate packet switching a technology
that would allow chunks of data to be sent to different computers without first
passed through a centralized mainframe.
A four-node network emerged on December 5, 1969 between the University of
California, Los Angeles, the Stanford Research Institute, the University of
Utah and the University of California, Santa Barbara. This network became
ARPANET, which by 1981 consisted of 213 nodes. APRANET later merged
with other networks to form internet.

BEGINNING OF TELECOMMUNICATION INDUSTRY IN INDIA

In

1880,

two telephone

companies namely

The Oriental

Telephone

Company Ltd. and The Anglo-Indian Telephone Company Ltd. approached the
Government of India to establish telephone exchanges in India. The permission
was refused on the grounds that the establishment of telephones was a
Government monopoly and that the Government itself would undertake the
work. In 1881, the Government later reversed its earlier decision and a license
was granted to the Oriental Telephone Company Limited of England for
opening telephone exchanges at Kolkata, Mumbai, Chennai and Ahmed abad
and the first formal telephone service was established in the country. On 28
January 1882, Major E. Baring, Member of the Governor General of India's
Council declared open the Telephone Exchanges in Kolkata, Bombay and
Chennai. The exchange in Kolkata named the "Central Exchange" had a total of
93 subscribers in its early stage. Later that year, Mumbai also witnessed the
opening of a telephone exchange.

The following are the milestones in the telecom industry:

1881 Telephone services introduced in India by Oriental Telephone
Company Limited of England.
1883 Merger with postal system.
1923 Formation of Indian Radio Telegraph Company.
1932 Nationalization of a foreign telecommunication companies to form the
posts, telephone and telegraph, a monopoly run by the governments ministry of
communications.
1985 Department of telecommunications established an exclusive provider of
domestic and long-distances services that would be its own regulator.
1986 Conversation of dot into two wholly government owned companies the
VSNL for international telecommunication and MTNL for services in
metropolitan areas.
1997 Telecom regulatory authority created.

Telecommunication is important not only because of its role in bringing the

benefits of communication to every corner of India but also in serving the new
policy objectives of improving the global competitiveness of the Indian
economy and stimulating and attracting foreign direct investments. Indian
Telecom Industry is one of the fastest growing telecom markets in the world. In
telecom industry, service providers are the main drivers; whereas equipment
manufacturers are witnessing growth and decline in successive quarters as sales
is dependent on order undertaken by the companies.
Today the Indian Telecommunications network with over 375 Million
subscribers is second largest network in the world after China. India is also the
fastest growing telecom market in the world with an addition of 9-10 million
monthly subscribers. The tele-density of the country has increased from 18% in
2006 to 33% in December 2008, showing a stupendous annual growth of about
50%, one of the highest in any sector of the Indian Economy. The department of
telecommunications has been able to provide state of the art world-class.
Infrastructure at globally competitive tariffs and reduce the digital divide by
extending connectivity to the unconnected areas.
India has emerged as a major base for the telecom industry worldwide. Thus
Indian telecom sector has come a long way in achieving its dream of providing
affordable and effective communication facilities to Indian citizens. As a result

common man today has access to this most needed facility. The reform
measures

coupled

with

proactive

policies

of

the

Department

of

Telecommunications have resulted in an unprecedented growth of the telecom

sector. There is a cut-throat competition in the Telecom industry as more and
more advanced technology in very short time. Once the people get addicted to
2G technologies by the time new players come up with latest technology called
3G and EDGE.
The thrust areas presently are:
Building a modern and efficient infrastructure ensuring greater competitive
environment with equal opportunities and level playing field for all

stakeholders.
Strengthening R&D for manufacturing Value Added Services.
Efficient and transparent spectrum management.
To accelerate broadband penetration
Universal service to all uncovered areas including rural areas.
Enabling Indian telecom companies to become global players
Day by day, both public and private players are putting their resources and
efforts to improve the telecom technology so as to the maximum to their
customers

Recent things to watch in Indian telecom sector are:

3G and BWA auctions

MVNC
Mobile Number Portability
New Policy for Value Added Services
Market dynamics once the recently licensed new telecom operators start rolling

out Services
Increased thrust on telecom equipment manufacturing and exporting
Reduction in Mobile Termination Charges as the cost per line has substantially
reduced due to technological advancement and increase in traffic.
Indias telecom sector has shown massive upsurge in the recent years in all
respects of industrial growth. From the status of state monopoly with very
limited growth, it has grown into the level of an industry. Telephone, whether
fixed landline or mobile, is an essential necessity for the people of India. This
changing phase was possible with the economic development that followed the
process of structuring the economy in the capitalistic pattern. Removal of

restrictions on foreign capital investment and industrial de-licensing resulted in

last growth of this sector. At present the countrys telecom industry has achieved
a growth rate of 14 %. Till 2000 though cellular phone companies were present,
fixed landlines were popular in most parts of the country, with government of
India setting up the Telecom Regulatory Authority of India, and measures to
allow new players country, the featured products in the segment came in to
prominence. Today the industry offers services such as fixed landlines, WLL,
GSM mobiles, CDMA and IP services to customers increasing competition
among players allowed the prices drastically down by making the mobile
facility accessible to the urban middle class population, and to a great extend in
the rural areas. Even for small shopkeepers and factory workers a phone
connection is not an unreachable luxury.

Major players in the Indian Telecom Industry are:

BSNL
MTNL
Reliance
Bharti Teleservices
Vodafone
Tata Teleservices
Idea
Aircel
Videocon
MTS
With the growth of telecom services, telecom equipment and accessories
manufacturing has also grown in a big way. Indian Telecom sector, like any
other industrial sector in the country, has gone through many phases of growth
and diversification. Starting from telegraphic and telephonic systems in the 19th
century, the field of telephonic communication has now expanded to make use
of advanced technologies like GSM, CDMA and WLL to the great 3G
Technology in mobile phones.

SECTORS OF INDIAN TELECOMMUNICATION INDUSTRY

TELEPHONE
The primary regulator of telecommunications in India is the Telecom
Regulatory Authority of India (TRAI). It closely regulates all of the industries
mentioned below with the exception of newspapers and the Internet service
provider industry. The telecommunications industry in India is dominated by
private-sector and two state-run businesses. Most companies were formed by a
recent revolution and restructuring launched within a decade, directed
by Ministry

of

Communications

and

IT, Department

of

Telecommunications and Minister of Finance. Since then, most companies

gained 2G, 3G and 4G licenses and engaged fixed-line, mobile and internet
business in India. On landlines, intra-circle calls are considered local calls while
inter-circle are considered long distance calls. Foreign Direct Investment policy
which increased the foreign ownership cap from 49% to 74%. Currently
Government is working to integrate the whole country in one telecom circle.
For long distance calls, the area code prefixed with a zero is dialed first which is
then followed by the number (i.e. To call Delhi, 011 would be dialed first
followed by the phone number). For international calls, "00" must be dialed first
followed by the country code, area code and local phone number. The country

code for India is 91. Several international fiber-optic links include those to
Japan, South Korea, Hong Kong, Russia, and Germany.
Some major telecom operators in India include Airtel, Vodafone, Idea, Aircel,
BSNL, MTNL, Reliance Communications, TATA Teleservices, Infotel, MTS,
Uninor, TATA DoComo, Videocon, Augere, Tikona Digital.
Telephone Subscribers (Wireless and Landline): 914.59 million (October 2011)
Land Lines: 33.19 million (October 2011)
Cell phones: 881.40 million (October 2011)
Monthly Cell phone Addition: 7.79 million (October 2011)
Teledensity: 76.03 % (October 2011)
Projected Teledensity: 1 billion, 84% of population by 2013.

MOBILE PHONES
With

subscriber

base

of

more

than

851

million,

the

Mobile

telecommunications system in India is the second largest in the world and it was
thrown open to private players in the 1990s. GSM was comfortably maintaining
its position as the dominant mobile technology with 80% of the mobile

subscriber market, but CDMA seemed to have stabilized its market share at
20% for the time being. By March 2010 the country had 584 million mobile
subscribers, up from 350 million just 15 months earlier. The mobile market was
continuing to expand at an annual rate in excess of 40% coming into 2012.
FIXED TELEPHONES
Until the New Telecom Policy was announced in 1999, only the Governmentowned BSNL and MTNL were allowed to provide land-line phone services
through copper wire in India with MTNL operating in Delhi and Mumbai and
BSNL servicing all other areas of the country. Due to the rapid growth of the
cellular phone industry in India, landlines are facing stiff competition from
cellular operators. This has forced land-line service providers to become more
efficient and improve their quality of service. Land-line connections are now
also available on demand, even in high density urban areas. India has over 35
million main line customers.

INTERNET
Internet access in India is largely provided by the private sector and two staterun companies and is available in a variety of forms, using a variety of
technologies, at a wide range of speeds and costs. The country has the world's
fourth largest Internet users with over 121 million users (of whom 59% who
only access the internet via mobile devices) as of December 2011. However, the
Internet penetration in India is one of the lowest in the world and only accounts
for 8.4% of the population compared to OECD counties where average
penetration rate is over 50%. The number of broadband Internet subscribers in
India has started to become more significant, having more than doubled in the
two-year period to end-2009. DSL, whilst holding slightly more than 75% of the
local broadband market, was steadily losing market share to other non-DSL
broadband platforms, especially to wireless broadband platforms. The 3G
auction was followed by an equally high profile auction of 4G spectrum that set
the scene for a competitive and invigorated wireless broadband market.
The growth in number of broadband connections in India has accelerated since
2006. As of October 2011, total broadband Internet connections in India had
reached 13 million constituting 1.0% of the population. India has one of the
lowest penetrations of broadband connectivity in the world.

A number of private Internet Service Providers (ISPs) offer services in India,

many with their own local loop and gateway infrastructures. BSNL and MTNL
have continued to dominate the ISP market because of their existing massive
copper infrastructure in the last-mile across the nation. An estimated 60% of
Internet users were still regularly accessing the Internet via the countrys more
than 10,000 cybercafs.
According to International Telecommunication Union, the international average
broadband speed is at 5.6 Mbps, whereas in India the average speed hooves at
256 Kbit/s which is the minimum speed set by TRAI. The government declared
2007 to be the year of broadband. Four years later, Indian broadband failed to
deliver download speeds of which other developed nations delivers. South
Korea led the list with an average of 43 Mbit/s, followed by Japan (10.6 Mbit/s)
and United States (4.6 Mbit/s)
Internet country code: .in
Internet Service Providers (ISPs): 180 (2010)
Internet hosts: 4,536,000;
Internet users: 121 million;
Broadband Internet users: 13 million (October 2011)

GROWTH OF TELECOM SECTOR

The opening of the sector has not only led to rapid growth but also helped a
great deal towards maximization of consumer benefits as tariff have been falling
across the board as a result of unrestricted competition. Telecom sector has
witnessed a continuous rising trend in the total number of telephone subscribers.
The total revenue in the telecom service sector was 86,720 crore (US$15.8
billion) in 200506 as against 71,674 crore (US$13 billion) in 20042005,
registering a growth of 21% with estimated revenue of FY'2011 of Rs.835 crore
(US$ 19 Bn Approx). The total investment in the telecom services sector
reached 200,660 crore (US$36.5

billion) in

200506,

up

from

178,831 crore (US$32.5 billion) in the previous fiscal. Telecommunication is

the lifeline of the rapidly growing Information Technology industry. Internet
subscriber base has risen to more than a 121 million in 2012. Out of this 11.47
million were broadband connections. More than a billion people use the Internet
globally. Under the Bharat Nirman Programme, the Government of India will
ensure that 66,822 revenue villages in the country, which have not yet been
provided with a Village Public Telephone (VPT), will be connected. However
doubts have been raised about what it would mean for the poor in the country.
It is difficult to ascertain fully the employment potential of the telecom sector
but the enormity of the opportunities can be gauged from the fact that there

were 3.7 million Public Call Offices in December 2005 up from 2.3 million in
December 2004.
The Total Revenue of Indian Telecom Services company is likely to exceed Rs
200000 Cr ( US $ 44 Billion approx.) for FY 1112 based on FY 1011 nos and
latest quarterly results. These are consolidated nos including foreign operation
of Bharti Airtel. The major contributions to this revenue are as follows: Bharti
Airtel 65,060 Reliance Comm 31,468 Idea Cellular 16,936 Tata Comm 11,931
MTNL 4,380 TTML 2,248 BSNL 32,045 Voda 18,376 TataTeleservice 9,200
Aircel 7,968 SSTL 600 Uninor 660 Loop 560 Stel 60 HFCL 204 Videocon
Telecom 254 DB Etisalat/ Allianz 47 Grand Total Rs 201,997 Crs contributed
by Sanjay Banka, FCA.

What Is Market Survey?

Market survey is where we actually speak to members of our target audience,
who are an important part of market research. We can choose to hire a company
to do it for you, but conducting the interviews ourselves will most likely give us
a much better idea of the needs of our target audience and will provide us with
insights that we might not otherwise have gleaned.
If we're going the do-it-our self-route, we'll probably want to act as the focus
group moderator. As the moderator, we'll want to encourage an open-ended flow
of conversation and be sure to solicit comments from quieter members, or we
may end up getting all our information from the talkative participants only.
Also, when conducting any type of survey, whether it's a focus group, a
questionnaire or a phone survey, we have to pay particular attention to
customers who complain or give us negative feedback. We don't need to worry
about the customers who love our product or service, but the ones who tell us
where we're going wrong provide valuable information to help us improve.
Telephone interviews: This is an inexpensive, fast way to get information from
potential customers. Prepare a script before making the calls to ensure we cover
all our objectives. Most people don't like to spend a lot of time on the phone, so
we need to keep our questions simple, clearly worded and brief. If we don't have
time to make the calls ourselves, we can hire college students to do it for us.

 Direct-mail interviews: If we want to survey a wider audience, direct mail can

be just the ticket. Our survey can be as simple as a postcard or as elaborate as a
cover letter, questionnaire and reply envelope. Keep questionnaires to a
maximum of one page, and ask no more than 20 questions. Ideally, direct-mail
surveys should be simple, structured with "yes/no" or "agree/disagree" checkoff boxes so respondents can answer quickly and easily. If possible, only ask for
one or two write-in answers at most.
Fax/e-mail interviews: Many of the principles used in direct-mail interviews
also apply to these surveys. One exception to this is that we should not send an
unsolicited fax that is more than one page. Give clear instructions on how to
respond, and be appreciative in advance for the data we get back.

Extensively researching your target market has long been viewed as a luxury--a
perk available only to the corporate giants with deep pockets. But the past
decade's surge of small businesses have made understanding and accurately
targeting your customers a make-or-break means of survival.
Market research comes in all shapes and sizes, and some forms certainly have
high price tags attached. Of course, not every business has thousands of dollars
to dish out on analyst reports and services from big-name market research firms.
Luckily, there are quite a few effective options available that won't take a nasty
toll on your budget.

What is Market Research?

Researching your market helps you understand your customers, your
competitors, and the industry in which you operate. It's an ongoing process that
involves using data to drive decisions related to running your business.
Conducting market research involves collecting data to be analyzed. Data can
be collected through various processes, and the method you choose depends on
what you are hoping to discover or better understand about your market.
Once your data is collected, it takes careful analysis to come to any conclusions
or understanding. But if done right, the results will make all your business
decisions smart ones.

Why Use It?

Market research has definite value. It gives you the information you need to
make smart decisions about your business, so your revenue increases.
In fact, your ROI on market research often exceeds the cost of conducting the
research.

Proper market research helps you to:

Determine how to correctly target your marketing campaigns

Identify opportunities in the marketplace
Determine what you are doing wrong as well as what you are doing right
Identify your customers' specific needs
Uncover problems with your business that may not have surfaced otherwise
Evaluate your success with measurable data

Primary Research
You can think of primary research as getting down to the nitty-gritty. Primary
research is conducted to get really intimate with your market, to answer specific
questions you might have or address specific areas of focus. It costs more and
often takes longer to conduct than secondary research, but it gives conclusive
results.
Primary research can be broken down into two subcategories:
Qualitative research includes studies done on smaller groups of people, like
one-on-one consumer interviews or focus groups. It's meant to give you
direction, to get an answer to a particular concern or question--not to make
predictions.
Quantitative research includes studies done that result in a large amount of
data-like surveys. This type of research is statistically valid and can be used to
make predictions.
Secondary Research
Even though its name may imply otherwise, secondary research is where market
research usually begins.
Secondary research is conducted by consulting published reports from trusted
sources in order to find out:

 Who makes up your target market?

What the needs of your market are?
The size of the potential market?
Secondary research is less expensive than primary research. It's often free, in
fact. It's also more readily available than you may think. It can be internal, like
sales reports or internal market analyses. But most of it will be external,
including web-based directories and resources, non-profit agencies and
government agencies
However, analyzing secondary data can sometimes be overwhelming, and your
results can end up inaccurate or inconclusive. It may make sense to use the
knowledge gained through secondary research to guide your decisions regarding
primary research or even to hire an outside consultant to do the analyzing for
you.
About Surveys
Surveys are a type of quantitative primary research that aims to collect specific
data from a sample audience.
Surveys can be administered via email, snail mail, or phone, and usually target
customers or potential customers.
There are four steps to attacking a survey: identifying your audience, writing the
survey, conducting the survey, and analysing the data collected.

 When you write the survey, keep the questions simple, but be very specific.
Also, including a "reward" for completing the survey--a promotional product or
coupon of some sort--is a good way to increase participation.
Although it is possible to conduct a survey completely in-house, your best bet
would be to outsource the survey conducting and data analyzing to a research
firm that conducts surveys as part of their business.

How to conduct a market survey

Market surveys are an important part of market research that measure the
feelings and preferences of customers in a given market. Varying greatly in size,
design, and purpose, market surveys are one of the main pieces of data that
companies and organizations use in determining what products and services to
offer and how to market them. These steps will teach you the basics of how to
make a market survey and offer tips for optimizing your results.
Steps in conducting a market survey are mentioned below:
1.

Determine and define the nature, extent, and size of your market.
Before conducting a survey in a given market, you need to know what market
you're targeting. Choose geographic and demographic parameters, identify
customers by types of product, and get an idea of how many people there are in
the market.
Narrow your market research to a short list of desired data: buying habits, for
example, or average income.

2.

Determine what aspects of the market you want to investigate.

3.

Find out where and when you can reach customers in your market.
You might conduct a survey at the mall or on the street, via telephone, online, or
through the mail. Your results may change based on the time of day and year.
Choose a method and time that best suits your research.

4.

Choose a sample size.

Your sample size should be as large as possible to maximize the accuracy of
your results. You may want to create sub-samples--e.g., "males," "18-24 yearolds," etc.--to decrease the risk of biasing your results towards certain types of
people.

5.

Prepare a list of questions with answers that will provide the data
you need for your market research.
Your questions should be pointed and specific. Craft questions with answers you
can predict. Do not ask the same thing in two different ways. Try to use as few
words as possible.

6.

Device a way to quantify the answers you receive.

If you are asking about preferences, you may want to ask respondents to rank
their feelings numerically or using keywords. If you are asking about money,
use ranges of values. If your answers will be descriptive, decide how to group
these responses after the survey is complete so that they can be grouped in
categories.

7.

Identify

variables

that

might

affect

your

results

(usually

characteristics of people who are more likely to answer surveys) and figure
out how to reduce their influence.
8.
Set a time period and location for your survey that is likely to result
in the largest sample size.
9.
Prepare your survey forms.
10.
Conduct your survey, maximizing sample size and accuracy of
responses.

About Airtel 3G service

On 18 May 2010, the 3G spectrum auction was completed and Airtel paid the
Indian government

122.95 billion (US$2.24 billion) for spectrum in 13

circles, the most amount spent by an operator in that auction. Airtel won 3G
licences

in

13

telecom

circles

of

India: Delhi, Mumbai, Andhra

Pradesh, Karnataka, Tamil Nadu, Uttar Pradesh (East), Rajasthan, West Bengal,
Himachal Pradesh, Bihar, Assam, North East, and Jammu & Kashmir. Airtel
also operates 3G services in Maharashtra & Goa and Kolkata circles through an
agreement with Vodafone and in Gujarat through an agreement with Idea. This
gives Airtel a 3G presence in 15 out of 22 circles in India.
On 20 September 2010, Bharti Airtel said that it had given contracts to Ericsson
India, Nokia Siemens Networks (NSN) and Huawei Technologies to set up
infrastructure for providing 3G services in the country. These vendors would
plan, design, deploy and maintain 3GHSPA (third generation, high speed
packet access) networks in 13 telecom circles where the company had won 3G
licences. While Airtel awarded network contracts for seven 3G circles to
Ericsson India, NSN would manage networks in three circles. Chinese telecom
equipment vendor Huawei Technologies was introduced as the third partner for
three circles.

On 24 January 2011, Airtel launched 3G services in Bangalore, Karnataka its

largest circle by revenue. With this launch, Airtel became the third private
operator (fifth overall) to launch its 3G services in the country following Tata
DoCoMo and Reliance Communications. On 27 January 2011, Airtel launched
3G in Chennai and Coimbatore in Tamil Nadu. On 27 July 2011, 3G services
were

launched

in

kerela

city- Kochi, Kozhikode and Thiruvananthapuram.

3
Airtel

3G

largest
services

are

available in 200 cities through its network and in 500 cities through intra-circle
roaming arrangements with other operators. Airtel had about 5.4 million 3G
customers of which 4 million are 3G data customers as of September 2013.

CHAPTER 2
RESEARCH DESIGN

(i)

TITLE OF THE STUDY

A Study on Market Survey on Airtel 3G services towards mobile phones.

(ii)

STATEMENT OF THE PROBLEM

Today in the telecommunication sector there is a cut throat completion because

of which every competing company comes up with a new strategy. One such is
3G services. In this project an attempt has been made to analyse the 3G services
offered by Bharti Airtel limited, one of the largest telecommunication company
of India since a decade. Such an analysis is expected to show and highlight the
strengths and weakness regarding various aspects of its 3G services.
I wanted to analyze the target market for Airtel 3G data cards and its services on
mobile phones. Also to survey which are the target area in which the customer
response is good about its 3G services and in which areas the 3G users are
preferring other company data cards and why. Apart from that I also wanted to
know what customers really want from 3G services.

(iii)

OBJECTIVES OF THE STUDY

The objective of my project report is to study the advertising strategy of

AIRTEL 3G services and its effect on mobile users existing and who are going
to use mobile service in future .In other words, my aim is to study the
Advertising effectiveness of AIRTEL 3G services:
To find out the success rate of the airtel cellular.
To find out how much organization is involved in the mind of consumer.
To measure the customers satisfaction of Airtel who are using airtel services
and products.
.
(iv)
SCOPE OF THE STUDY
The area of study was mainly Koramangala, BTM, Jayanagar, JP Nagar,
Banerghatta, BEL Road, Jalahalli, Rajaji Nagar, Vidya Nagar etc... and other
parts of Bangalore city to check the market condition of Airtel 3G services
specially data cards and its compatibility on mobile phones and to check
whether there is any scope of further improvement in the 3G segment.
The time duration allotted to complete this project was 4 weeks (1month).

(v)
LIMITATIONS OF THE STUDY
Time duration which i got to complete the project was not sufficient to collect
more data.

 I tried to reach more customers across Bangalore but it was not possible due to
the wide dispersion of Airtel customers across Bangalore.
Data collected was on convenience basis, so the reliability may be doubted.
Company staffs were not able to extend their valuable time due to their busy
schedule.

(vi)

METHODOLOGY OF THE STUDY

Achieving accuracy in any research requires in depth study regarding the object.
As the prime objective of the project is to study the advertising strategy of
Airtel, the research methodology adopted is basically based on primary data via
which the most recent and accurate piece of first-hand information should be
collected. Secondary data has been used to support primary data wherever
needed.
Primary data (also called field research): it involves the collection of data that
does not already exist, which is research to collect original data. Primary
research is often undertaken after the research has gained some insight into the
issue by collecting secondary data. This can be through numerous forms,
including questionnaires, direct observation and telephone interviews.
There are basic approaches to data collection using primary methods:
a) Qualitative research: it includes interviews, focus groups, participant
observations and ethno-graphics.
b) Quantitative research: it includes controlled laboratory experiments, fieldsworks, questionnaires and surveys.
The term primary research is widely used in academic research, market research
and competitive intelligence.

Secondary data: it is data collected by someone other than the user. Common
sources of secondary data for social science include censuses, organisational
records and data collected through qualitative methodologies or qualitative
research. Primary data, by contrast, are collected by the investigator conducting
the research.
Secondary data analysis saves time that would otherwise be spent collecting
data and, particularly in the case of quantitative data, provides larger and higherquality databases that would be unfeasible for any individual researcher to
collect on their own. In addition, analysts of social and economic change
consider secondary data essential, since it is impossible to conduct a new survey
that can adequately capture past change and/or developments.

Sources of secondary data

As is the case in primary research, secondary data can be obtained from two
different research strands:
Quantitative: Census, housing, social security as well as electoral statistics and
other related databases.
Qualitative: Semi-structured and structured

interviews, focus

groups transcripts, field notes, observation records and other personal, researchrelated documents.
A clear benefit of using secondary data is that much of the background work
needed has already been carried out, for example: literature reviews, case
studies might have been carried out, published texts and statistics could have
been already used elsewhere, media promotion and personal contacts have also
been utilized.
This wealth of background work means that secondary data generally have a
pre-established degree of validity and reliability which need not be re-examined
by the researcher who is re-using such data.
Furthermore, secondary data can also be helpful in the research design of
subsequent primary research and can provide a baseline with which the

collected primary data results can be compared to. Therefore, it is always wise
to begin any research activity with a review of the secondary data.
Secondary analysis or re-use of qualitative data
Qualitative data re-use provides a unique opportunity to study the raw materials
of the recent or more distant past to gain insights for both methodological and
theoretical purposes....
In the secondary analysis of qualitative data, good documentation cannot be
underestimated as it provides necessary background and much needed context
both of which make re-use a more worthwhile and systematic endeavour.
Actually one could go as far as claim that qualitative secondary data analysis
can be understood, not so much as the analysis of pre-existing data; rather as
involving a process of re-contextualising, and re-constructing, data.

Procedure of research methodology

Target geographic area was Bangalore
To these geographic area questionnaire was given, the questionnaire was a
combination of both open ended and close ended questions.
The duration in which questionnaires were filled was between 3weeks.
Interviewed some dealers to know their prospective.
Finally the collected data and information was analyzed and compiled to arrive
at the conclusion and recommendations given.

(vii)

RESEARCH INSTRUMENTS

Primary data was collected using the following techniques:

Questionnaire method
Direct interview method and
Observation method.
The main tool used was the questionnaire method. Further direct interview
method where a face-to-face interview was taken. Lastly observation method
has been continuous with questionnaire method, as one continuously observes
the surrounding environment where he works in.

CHAPTER 3
COMPANY PROFILE

NAME
BHARTI AIRTEL LIMITED
INTRODUCTION
Bharti

Airtel

Limited,

commonly

known

as Airtel,

is

an

Indian

telecommunications company that operates in 20 countries across South Asia,

Africa and the Channel Islands. It operates a GSM network in all countries,
providing 2Gor 3G services depending upon the country of operation. Airtel is
the fifth largest telecom operator in the world with over 230.8 million customers
across 19 countries as of June 2011. It is the largest cellular service provider in
India, with over 174.69 million subscribers at the end of November 2012.
Airtel is the largest provider of mobile telephony and second largest provider
of fixed telephony in India, and is also a provider of broadband subscription
television services. It offers its telecom services under the Airtel brand and is
headed by Sunil Bharti Mittal. Airtel is known for being the first mobile phone
company in the world to outsource all of its business operations except
marketing, sales and finance.

HISTROY
Sunil Bharti Mittal founded the Bharti Group In 1983.
In 1986, Sunil Bharti Mittal incorporated Bharti Telecom Limited (BTL) and his
company became the first in India to offer push-button telephones, establishing
the basis of Bharti Enterprises. This first-mover advantage allowed Sunil Mittal
to expand his manufacturing capacity elsewhere in the telecommunications
market.
By the early 1990s, Sunil Mittal had also launched the country's first fax
machines and its first cordless telephones.
In 1992, Sunil Mittal won a bid to build a cellular phone network in Delhi.

In 1995, Sunil Mittal incorporated the cellular operations as Bharti TeleVentures and launched service in Delhi.

In 1996, cellular service was extended to Himachal Pradesh.

In 1999, Bharti Enterprises acquired control of JT Holdings, and extended

cellular operations to Karnataka and Andhra Pradesh.

In 2000, Bharti acquired control of Sky cell Communications, in Chennai

 . In 2001, the company acquired control of Spice Cell in Calcutta. Bharti

Enterprises went public.
2002, and the company was listed on Bombay Stock Exchange and National
Stock Exchange of India.

In 2003, the cellular phone operations were rebranded under the single Airtel
brand.

In 2004, Bharti acquired control of Hexagon and entered Rajasthan.

In 2005, Bharti extended its network to Andaman and Nicobar.

2009, Airtel launched its first international mobile network in Sri Lanka.

NATURE AND TYPE

Bharti Airtel Limited is a Telecommunication service provider in India and it
provides various varieties of products and services to its customers.

3G and 4G
Digital TV
Telemedia
Mobile
Enterprise
Mobile Data Services
Enterprise business solution etc.

BOARD OF DIRECTORS
1. Sunil Bharti Mittal (Chairman and Managing Director)
2. Manoj Kohli (Joint Managing Director & CEO)
3. Rajan Bharti Mittal (Vice Chairman & Managing Director)
4. Akhil Gupta (Deputy Group CEO & Managing Director)
5. Rakesh Bharti Mittal (Vice-Chairman & Managing Director)
6. Chua Sock Koong (non-executive director)
7. N. Kumar (director and Chairman of the Board Audit Committee)
8. Craig Edward Ehrlich (Chairman of the Board HR Committee)
9. Pulak Chandan Prasad (independent director and member of Board Audit
Committee)
10. Ajay Lal (Independent director and a member of the Board Audit
Committee)
11. Tsun yan Hsieh (Independent director and a member of the Board HR
Committee and ESOP Compensation Committee)

12. H E Salim Ahmed Salim (Independent director)

13. Tan Yong Choo (non-executive director & member of the Board Audit
Committee)
14. Nikesh Arora (Independent director and a member of the Board HR
Committee and ESOP Compensation Committee)
15. Hui Weng Cheong (non-executive director)
16. Lord Evan Mervyn Davies (Independent director)

ORGANIZATIONAL STRUCTURE

From the above diagram, we can see that Bharti Airtel Limited has a
hierarchical organizational structure. A hierarchical organizational structure is a
structure where every entity in the organization, except one, is subordinate to a
single other entity.
MISSION
The original mission statement for Airtel was to be,
"A spirit charged with energy, creativity and a team driven "to seize the
day" with an ambition to become the most admired telecom service
provider globally"
This quote can be found on the Airtel website in the 'About Bharti Airtel'
section.
Airtel claim that they have now achieved these goals so their mission statement
will now be to maintain the position.
VISION
By 2015 airtel will be the most loved brand, enriching the lives of millions.

Enriching lives means putting the customer at the heart of everything we do.
We will meet their needs based on our deep understanding of their ambitions,
wherever they are. By having this focus we will enrich our own lives and those

of our other key stakeholders. Only then will we be thought of as exciting,

innovation, on their side and a truly world class company."
BUSINESS OPERATIONS
The business operations of Bharti Airtel Limited can be studied in detail through
the products and services offered;

Mobile
3G
4G
Tele media
Digital TV
Enterprise
Mobile Data Service
Enterprise Business Solutions
Android-based Tablet

Mobile
Airtel has nationwide presence and is the market leader (as of May 2010). It is
6th most valued brand according to an annual survey conducted by Brand
Finance and The Economic Times in 2010
On 19 October 2004, Airtel announced the launch of a BlackBerry Wireless
Solution in India. The Apple iPhone 3G was rolled out in India on 22 August
2008 by Airtel & Vodafone. The Apple iPhone 4 was introduced on 27 May
2011 by Airtel & Aircel.
3G
On 18 May 2010, 3G spectrum auction was completed and Airtel won 3G
licenses

in

13

telecom

circles

of

India: Delhi, Mumbai,

Andhra

Pradesh, Karnataka, Tamil Nadu, Uttar Pradesh (east), Rajasthan, West Bengal,
Himachal Pradesh, Bihar, Assam, North East, Jammu & Kashmir. Airtel also
operates 3G services in Maharashtra, Goa, Kanpur and Kolkata

through an

agreement with Vodafone and in Gujarat through an agreement with Idea. This
gives Airtel a 3G presence in 15 out of 22 circles in India.
Airtel had about 3 million 3G subscribers as of May 2011.

4G
On 19 May 2010, the broadband wireless access (BWA) or 4G spectrum auction
in India ended. Airtel paid 3314.36 crores for spectrum in 4 circles. The circles
it will provide 4G in are Karnataka, Punjab and Kolkata.
According to Cellular Operators Association of India (COAI) director general
Rajan S. Mathews, Airtel is expected to launch 4G services in first quarter of
2013.
Tele media
Airtel Broadband provides broadband and IPTV services. Airtel provides both
capped as well as unlimited download plans [reduced speeds at unlimited data
are implied]. The maximum speed available for home users is 16Mbit/s.
Digital TV
The Digital TV business provides Direct-to-Home (DTH) TV services across
India under the brand name Airtel digital TV. It started services on 9 October
2008 and has about 32.44 million customers as of August 2010.

Enterprise
The Enterprise business provides end-to-end telecom solutions to corporate
customers and national and international long distance services to Telcos
through 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 stations.
Mobile data service
The different services under mobile data are BlackBerry services, a webenabled mobile email solution working on 'Push Technology', USB modem that
helps in getting instant access to Internet and corporate applications, Airtel Data
Card that gives the liberty to access the internet anytime, Easy Mail is a
platform that provides access to personal/corporate e-mails independent of
handset operating system and application services that shorten the queues at the
billing section, off-load the pressure on the billing staff and bring convenience
to the user.
Enterprise business solutions
There are two kinds of solutions offered by Airtel. One is GPRS Based
Solutions like mobile applications tools for enterprise, Track Mate, automatic

meter reading solutions etc. and the other is SMS Based Solutions like
interactive sms, bulk sms, inbound call centre solutions.
Android-based tablet
Beetle Teletech Ltd., a unit of Bharti Enterprises Ltd., on 18 August launched a
9,999 rupees ($220) 7-inch tablet in India based on Google Inc.'s Android
operating system. The offering is intended to capitalize on the expected demand
for cheap computing devices in the world's fastest-growing and second-largest
mobile phone market.
MARKET SHARE
According to TRAI, The number of telephone subscribers in India increased to
638.05 Million at the end of April-2010 from 621.28 Million in March-2010,
thereby registering a growth rate of 2.70%.
Bharti Airtel took a lead in the numbers as Service Providers net share in total
additions in April 2010 with 17.75 percent. Airtel is followed by Vodafone,
Reliance and Tata with 17.15%, 16.17 & 11.49% share respectively.

However, with overall market share as on April 30, 2013 the top players are
Airtel ( 21.73% ), Reliance (17.49%), Vodafone (17.26%),

(Source: TRAI)
COMPETITORS
Vodafone
Reliance
Tata
Aircel
Idea
BSNL
Unitech
Videocon

SWOT Analysis
Strengths
Bharti Airtel has more than 65 million customers (July 2008). It is the largest
cellular provider in India, and also supplies broadband and telephone services.
Other stakeholders in Bharti Airtel Include Sony-Ericsson, Nokia with whom
they hold a strategic alliance. This means that the business has access to
knowledge and technology from other parts of the telecommunications world.
The company has covered the entire Indian nation with its network. This has
underpinned its large and rising customer base.
Weakness
When the business was started by Sunil Bharti Mittal over 15 yeards ago, the
business has little knowledge and experience of how a cellular telephone system
actually worked, so the start-up business had to outsource to industry experts in
the field.
Until recently Airtel did not own towers, as opposed to some of its competitors.

Opportunities
The company possess a customized version of the Google search engine which
will enhance broadband services to customers.
Global telecommunications and new technology brands see Airtel as a key
strategic player in the Indian market.
The company is investing in its operations in 120,000 to 160,000 small villages
every year.
Airtel is embarking on another joint venture with Vodafone, Aircel and Idea
Cellular to create a new independent tower company.
Threats
The quickly changing pace of the global telecommunications industry could
tempt Airtel to go along the acquisition trail which may make it vulnerable if the
world goes into recession.
Airtel could also be the target for the takeover vision of other global
telecommunications players that wish to move into the Indian market.

CHAPTER 4
DATA ANALYSIS
AND
INTERPRETATION

AIRTEL 3G MARKET SURVEY RESULTS

I collected data out of review of 50 customers by randomly questioning them.
The following are the results derived from the survey;
It shows that there is a stiff competition among all the competitors of the
firm.
All type of marketing strategies are being adopted to increase company
revenue through the 3G segment.
The research also shows that companies are adopting techniques like low
cost data plan, better services and offers for regular customers.
Some of the important results are being shown with relevant interpretation in
the charts below.

TABLE 1: FEATURES OF AIRTEL 3G THAT FORCED PEOPLE TO USE

3G

FEATURE

NO.

OF PERCENTAGE

RESPONDENTS
ADVERTISING

10

20%

SCHEMES

17

34%

CONNECTIVITY

10%

GOODWILL

18

36%

TOTAL

50

100%

Analysis:
The above table shows that 10 respondents were forced to use airtel because of
advertisement, 17 respondents because of the schemes offered ,5 respondents
because of the connectivity , 18 respondents because of the goodwill .

Graph 1: FEATURES OF AIRTEL 3G THAT FORCED PEOPLE TO USE

3G:

PERCENTAGE
60%
50%
40%
30%
20%

PERCENTAGE

10%
0%

Interpretation:
The above chart shows that the 20% of respondents were forced to use airtel
because of advertisement, 34% of respondents because of the schemes offered,
10% of respondents because of the connectivity, and 36% of respondents
because of the good will.

TABLE 2: PEOPLES FIRST CHOICE WAS 3G SERVICE WHEN THEY

WANT TO USE ON MOBILE PHONES

PEOPLES
CHOICE

NO.

OF PERCENTAGE

RESPONDENTS

Airtel

20

40%

Vodafone

15

30%

Idea

10%

Reliance

10%

Tata docomo

8%

Others

2%

TOTAL

50

100%

Analysis:
The above table shows that 20 respondents choice Airtel ,15 respondents choice
Vodafone ,5 respondents choice Idea ,5 respondents choice Reliance , 4
respondents choice Tata DoCoMo ,1 respondents choice others sim card .
Graph 2: PEOPLES FIRST CHOICE WAS 3G SERVICE WHEN THEY
WANT TO USE ON MOBILE PHONES.

45%
40%
35%
30%
25%
20%
15%
10%
5%
0%
Airtel

Vodafone

Idea

Reliance Tata Indicom Others

Interpretation:
The above chart shows that 40% of respondents choice Airtel ,30% of
respondents choice Vodafone ,10% of respondents choice Idea ,10% of
respondents choice Reliance ,8% of respondents choice Tata DoCoMo ,2% of
respondents choice others sim card.

TABLE 3: FEATURES OF AIRTEL 3G BETTER THAN OTHER 3G

SERVICES

FEATURE

NO.

OF PERCENTAGE

RESPONDENTS
ADVERTISEMENT

10

20%

CONNECTIVITY

32

64%

SCHEMES

16%

TOTAL

50

100%

Analysis:
The above table shows that the 10 respondents were forced to use Airtel because
of advertisement, 32 respondents because of the connectivity offered, and 8
respondents because of the schemes.

Graph 3: FEATURES OF AIRTEL 3G BETTER THAN OTHER 3G

SERVICES

PERCENTAGE
80%
60%
40%
20%
0%

PERCENTAGE

Interpretation:
The above chart shows that the 20% of respondents were forced to use airtel
Because of advertisement, 64% of respondents because of the connectivity
Offered, 16% of respondents because of the schemes.

TABLE 4: PEOPLE TAKE BENEFIT OFFERED BY AIRTEL

ANSWER

NO.

OF PERCENTAGE

RESPONDENTS
Yes

39

78%

No

14%

Cant say

8%

TOTAL

50

100%

Analysis:
The above table shows that 39 respondents taken benefit offered by Airtel, 7
Respondents dont take benefit, 4 respondents cannot say they take or not taken
benefit offered by airtel.

Graph 4: PEOPLE TAKE BENEFIT OFFERED BY AIRTEL

90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
Yes

No

Cant say

Interpretation:
The above chart shows that 78% of respondents taken benefit offered by Airtel ,
14% of respondents dont take benefit, 8% of respondents cannot say they take
or not take .

TABLE 5: MOBILE PHONES IN WHICH CUSTOMERS PREFER USING

AIRTEL 3G WITH:

BRAND

NO.

OF PERCENTAGE

RESPONDENTS
Nokia

20

40%

Samsung

15

30%

iPhone

10

20%

Sony Ericsson

8%

LG

2%

TOTAL

50

100%

Analysis:
The above table shows that 20 respondents prefer to use Airtel 3G with Nokia,
15 respondents prefer to use Airtel 3G with Samsung, 10 respondents prefer to
use Airtel 3G with iphone , 4 respondents prefer to use Airtel 3G with Sony
ericsson,1 respondents prefer to use Airtel 3G with LG.

Graph 5: MOBILE PHONES IN WHICH CUSTOMERS PREFER USING

AIRTEL 3G WITH:

40%
35%
30%
25%
20%
15%

PERCENTAGE

10%
5%
0%

Interpretation:
The above table shows that 40% of respondents prefer to use Airtel 3G with
Nokia, 30% of respondents prefer to use Airtel 3G with Samsung , 20% of
respondents prefer to use Airtel 3G with iphone , 8% of respondents prefer to
use Airtel 3G with sony ericsson,2% of respondents prefer to use Airtel 3G
with LG.

TABLE 6: TYPE OF BROADBAND SERVICE USED BY CUSTOMERS:

BRAND

NO.

OF PERCENTAGE

RESPONDENTS
Mobile

10

20%

Wi-Fi

20

40%

Data cards

14%

Cable connection

13

26%

TOTAL

50

100%

Analysis:
The above table shows that 10 respondents use Airtel 3G on mobile , 20
respondents use it on Wi-Fi, 7 respondents use it on Data cards, 13 respondents
use it on Cable connection.

Graph 6: TYPE OF BROADBAND SERVICE USED BY CUSTOMERS:

PERCENTAGE
40%
35%
30%
25%
20%
15%

PERCENTAGE

10%
5%
0%

Interpretation:
The above chart shows that 20% of respondents use Airtel 3G on mobile , 40%
of respondents use it on Wi-Fi, 14% of respondents use it on Data cards, 26%
of respondents use it on Cable connection.

TABLE 7: WHICH COMPANYS 3G DATA CARD ARE BEING

PREFERRED BY CUSTOMERS:

BRAND

NO.

OF PERCENTAGE

RESPONDENTS
Airtel

13

26%

Tata DoCoMo

15

30%

Idea

16%

Vodafone

10

20%

Reliance

10%

TOTAL

50

100%

Analysis:
The above table shows that, 13 respondents prefer to use 3G data card of Airtel
15 respondents prefer Tata DoCoMo, 7 respondents prefer Idea , 10 respondents
prefer Vodafone , 5 respondents prefer Reliance .

Graph 7: WHICH COMPANYS 3G DATA CARD ARE BEING

PREFERRED BY CUSTOMERS:

30%

25%

20%

15%
PERCENTAGE
10%

5%

0%

Interpretation:
The above chart shows that, 26% of respondents prefer to use 3G data card of
Airtel, 30% of respondents prefer Tata DoCoMo, 16% of respondents prefer
Idea , 20% of respondents prefer Vodafone , 10% of
Reliance .

respondents prefer

TABLE 8: SHOWING

RESPONTENTS SATISFACTION FROM

NETWORK:

ANSWER

NO.

OF PERCENTAGE

RESPONDENTS
Yes

73

73%

No

20

20%

Cant say

7%

TOTAL

50

100%

Analysis
The above table shows that 73 respondents satisfied with the network, 20
respondents not satisfied with network, 7 respondents cant say satisfied with
network.

Graph 8: SHOWING

RESPONTENTS SATISFACTION FROM

NETWORK:

80
70
60
50
percentage

40
30
20
10
0

YES

Interpretation :

NO

CAN NOT SAY

The above graph shows that 73% of respondents satisfied with the network ,
20% of respondents not satisfied with network , 7% of respondents somewhat
satisfied with network .

TABLE 9: SHOWING A SIGNIFICANT DECLINE IN THE SALE OF 2G

DATA CARDS AFTER THE LAUNCH OF AIRTEL 3G DATA CARDS.

ANSWER

No. of respondents

Percentage

Yes

43

86%

No

14%

TOTAL

50

100%

Analaysis:

The above table shows that 43 respondents start buying 3G data cards and , 7
respondents stop buying 2G data cards

GRAPH 9: SHOWING A SIGNIFICANT DECLINE IN THE SALE OF 2G

DATA CARDS AFTER THE LAUNCH OF AIRTEL 3G DATA CARDS.

percentage
90
80
70

Series 1

60
50
40
30
20
10
0
Yes

Interpretation :

No

The above graph shows that 86% of respondents using 3G data cards and, 14%
of respondents using 2G data cards.

TABLE 10: SHOWING THAT IS DEMAND INCREASE FOR AIRTEL 3G

IN LAST COUPLE OF WEEKS.

ANSWER

No. of respondents

Percentage

Yes

41

82%

No

18%

TOTAL

50

100%

Analaysis:
The above table shows that 41 respondents using airtel 3G in last couple of
weeks and , 9 respondents not using airtel 3G in last couple of weeks.

GRAPH 10: SHOWING THAT IS DEMAND INCREASE FOR AIRTEL 3G

IN LAST COUPLE OF WEEKS.

percentage
90
80
70

Series 1

60
50
40
30
20
10
0
Yes

Interpretation :

No

The above graph shows that 82% of respondents using airtel 3G in last couple
of weeks and , 18% of respondents not using airtel 3G in last couple of weeks.

TABLE 11: SHOWING THE NEW OFFERS ON AIRTEL 3G DATA

EFFECTIVE IN INCREASEING SALES.

Answer

No. of respondents

Percentage

strongly agree

31

62%

Agree

11

22%

8%

Disagree

6%

Strongly disagree

2%

TOTAL

50

100%

neither agree

Analysis:

The above table shows that 31 respondents strongly agree with airtel 3G data
can effect in increase sales, 11 respondents agree with airtel 3G data can effect
in increase sales, 4 respondents neither agree with airtel 3G data can effect in
increase sales,3 respondents disagree with airtel 3G data can effect in increase
sales, 1 respondents strongly agree with airtel 3G data can effect in increase
sales .
GRAPH 11: SHOWING THE NEW OFFERS ON AIRTEL 3G DATA
EFFECTIVE IN INCREASEING SALES.

Percentage
70
60
50
40
30
20
10
0

Interpretation:

Percentage

The above graph shows that 62% of respondents strongly agree with airtel 3G
data can effect in increase sales, 22% of respondents agree with airtel 3G data
can effect in increase sales, 8% of respondents neither agree with airtel 3G
data can effect in increase sales,6% of respondents disagree with airtel 3G data
can effect in increase sales, 2% of respondents strongly agree with airtel 3G
data can effect in increase sales .
TABLE 12: SHOWING AIRTEL 3G IS COMPATIBLE TO USE IN MOBILE
PHONE.

Answer

No. of respondents

Percentage

strongly agree

21

42%

agree

12

24%

16%

disagree

14%

Strongly disagree

4%

TOTAL

50

100%

neither agree

Analysis:

The above table shows that 21 respondents strongly agree with airtel 3G is
compatible to use in mobile phone, 21 respondents agree with airtel 3G is
compatible to use in mobile phone, 8 respondents neither agree with airtel 3G is
compatible to use in mobile phone, 7 respondents disagree with airtel 3G is
compatible to use in mobile phone, 2 respondents strongly disagree with airtel
3G is compatible to use in mobile phone.

GRAPH 12:SHOWING AIRTEL 3G IS COMPATIBLE TO USE IN MOBILE

PHONE .

Percentage
45
40
35
30
25
20
15
10
5
0

strongly agree

agree

neither agree
Percentage

disagree Strongly disagree

Interpretation
The above graph shows that 42% of respondents strongly agree with airtel 3G is
compatible to use in mobile phone, 24% of respondents agree with airtel 3G is
compatible to use in mobile phone ,16% of respondents neither agree with
airtel 3G is compatible to use in mobile phone, 14% of respondents disagree
with airtel 3G is compatible to use in mobile phone,4% of respondents strongly
disagree with airtel 3G is compatible to use in mobile phone.

\TABLE 13: SHOWING RESPONDENTS IF WANT TO EXPERINCE 3G.

ANSWER

No. of respondents

Percentage

Yes

44

88%

No

12%

TOTAL

50

100%

Analysis:

The above table shows that 44 respondents want to experience 3G, 6

respondents dont want to experience 3G.

GRAPH 13: SHOWING RESPONDENTS IF WANT TO EXPERINCE 3G.

90
80
70
60
percentage

50
40
30
20
10
0

Yes

No

Interpretation
The above graph shows that 88% of respondents want to experience 3G, 12% of
respondents dont want to experience 3G.

TABLE 14: SHOWING RESPONDENTS A FEATURES OFFERED BY

AIRTEL 3G.

ANSWER

No. of respondents

Percentage

Yes

30

60%

No

20

40%

TOTAL

50

100%

Analysis:
The above table shows that 30 respondents know about the features offered by
airtel 3G and ,20 respondents dont know about the features offered by airtel
3G.

GRAPH 14: SHOWING RESPONDENTS A FEATURES OFFERED BY

AIRTEL 3G.

60
50
40
percentage

30
20
10
0

Yes

No

Interpretation
The above graph shows that 60% of respondents know about the features
offered by airtel 3G and ,40% of respondents dont know about the features
offered by airtel 3G.

TABLE 15: SHOWING RESPONDENTS CALLING CUSTOMER CARE.

ANSWER

No. of respondents

Percentage

Yes

35

70%

No

15

30%

TOTAL

50

100%

Analysis:
The above table shows that 35 respondents call at customer care whereas 15
respondents dont call at customer care. It indicates that most of the respondent
call at customer care

GRAPH15: SHOWING RESPONDENTS CALLING CUSTOMER CARE.

70
60
50
percentage

40
30
20
10
0

Yes

No

Interpretation:
The above table shows that 70% of the respondents call at customer care
whereas 30% of the respondents dont call at customer care. It indicates that
most of the respondent call at customer care.

TABLE16:

SHOWING

CUSTOMER CARE.

HOW AFTER

RESPONDENTS

CALL AT

Answer

No. of respondents

Percentage

Daily

14%

Once a week

11

22%

Once a month

32

64%

TOTAL

50

100%

Analysis:
The above table shows that 7 respondent call at customer care daily, 11
respondents call at customer care once a week, 32 respondents call at customer
care once a month.

GRAPH16:

SHOWING

HOW AFTER

RESPONDENTS

CALL AT

CUSTOMER CARE.

70
60
50
40

percentage

30
20
10
0

daily

once a week

once a month

Interpretation:
The above graph shows that 14% of the respondents call at customer care daily,
22% of the respondents call at customer care once a week, 64% of the
respondents call at customer care once a month.

TABLE 17: SHOWING CONSISTANCY LEVEL OF RESPONDENTS:

Answer

No. of respondents

Percentage

Less than 1 month

8%

2-6 months

18%

6-12 months

13

26%

More than 1 year

24

48%

TOTAL

50

100%

Analysis:
The above table shows that 4 respondent using Airtel for less than 1 month, 9
respondents are using Airtel for 2-6 months, 13 respondents are using Airtel for
6-12 months, and 24 respondents are using Airtel for more than one year. It
indicates that most of the respondents are using Airtel for more than 1 year.

GRAPH 17: SHOWING CONSISTANCY LEVEL OF RESPONDENTS:

50
45
40
35
30
percentage

25
20
15
10
5
0

Less than 1 month

2-6 months

6-12 months

More than 1 year

Interpretation:
The above graph shows that 8% of respondents are using Airtel for less than 1
month, 18% of respondents are using Airtel for 2-6 months, 26% of respondents
are using Airtel for 6-12 months, and 48% of respondents are using Airtel for
more than one year. It indicates that most of the respondents are using Airtel for
more than 1 year.

CHAPTER 5

SUMMARY OF FINDINGS
AND CONCLUSIONS

The following are some of the findings from my study:

Airtels advertising has a major impact on its users.
People like its schemes very much but 3G schemes are too costly as per the
customers.
Airtel had created a very good image on the minds of new users of cellular
service.
Airtel has adopted a very good strategy by providing a new connection with
Nokia who is one of the market leaders in mobile set, many of the new users of
Nokia set said that they get a free connection of Airtel.
It shows that there is a stiff competition among all the competitors of the firm.

 All type of marketing strategies are being adopted to increase company revenue
through the 3G segment.
The research also shows that companies are adopting techniques like low cost
data plan, better service and offers for regular customers.
Some of the important results are being shown with relevant interpretation in
the charts below:
When asked to customers especially about 3G data cards, most of the
customers prefer using Airtel 3G and Tata DoCoMo 3G services
Most of the customers who use the broadband services (2G and 3G) service are
most likely to use either Wi-Fi connection or cable connection. While a
remaining portion of customers use through mobile phones and data cards
Customers responded that they are most likely to use 3G connections with
Nokia and Samsung mobile phones as compared with other mobile phones.
When asked to customers whether they subscribe to offers by Airtel, most of
customers responded by saying yes. This means that whenever company gives
new offer, customers use it.
According to the research done, customers prefer Airtel 3G connectivity the
most. Also the advertisement is liked because celebrities like Sachin Tendulkar,
Shahrukh Khan, A.R Rehman etc... are the brand ambassadors of Airtel.
People are really connected to Airtel through its good schemes, connectivity and
goodwill which the company has made for more than a decade. Also advertising

has created a huge impact and encouraged the customers to use airtel 3G
services.
Customers prefer Airtel and Vodafone among all companies but Airtel
dominates the 3G market when customers like to use it on mobile phones.

CONCLUSION:
The study and analysis made upon Bharti AIRTEL LTD, revels many important
facts. Out the study, it is clear that most of the customers are somewhat satisfied
with the company. Most of them are somewhat satisfied with the facilities,
pricing of the servicing, and finally the quality of the servicing provide by the
company. Airtel should adopt them and focus on implementing these
suggestions. According to the research and in general the network of Airtel is
very good compared to the other competitors, which they should utilize it to
promote their brand and services. Doing so will surely increase its performance
and reduce the gap between perception and performance.
Airtel 3G is successful in capturing the highest market share by adopting tie up
strategy with companies like Samsung, Nokia etc... The company has also

identified its target customers very well which helped it to have the highest
market share in 3G segment.
Airtel has already got the confident of its customers and have been getting
optimum sales and profit. If they carry on like this in future, it may become the
best brand in not only in Bangalore but as well as in entire India.

CHAPTER 6

RECOMMENDATIOS
AND SUGGESTIONS

RECOMMENDATIONS AND SUGGESTIONS:

By virtue of its connectivity and advertising strategy, Airtel is successfully
grabbing the highest market share in India. But there are still some
recommendations from my study point of view. Some of them are as follows:
Airtel needs to improve and broaden its network coverage and make it stronger
than other service providers in order to dominate the market share in future.
Airtel should introduce cheaper 3G plans than present plans so that more
customers will get attracted to it especially the youth segment because youths
and business professionals are the major targets.
Company can try to improve customer satisfaction by providing diversified
services like attractive call and internet packages.
Airtel can improve its services by collecting more customer feedbacks.

 In addition to the above mentioned suggestions, Airtel has to increase its

distribution network to reach more customers because its competitors are using

the strategy very well.

It must give more offers to the customers.
It should introduce long term plans for the customers
It has a competitive advantage in network and it must utilize it to the optimum.
It should introduce more data plans to attract more customers.
It should provide more value added services.
It should improve the customer care services.
It should provide extra offers for loyal customers.
It should concentrate more young generation.

APPENDICES AND
ANNEXURES

Airtel 3G datacard-Tariff Plans

Unlimited Plans

Plan Name

Monthly

Free

Usage Beyond

Rental

at speeds up bundled usage

to 7.2 Mbps

Flexi Shield Pack

Rs. 950

6 GB

Unlimited

Flexi Shield Pack

Rs. 1500

10 GB

Unlimited

2G Unlimited Plan

Rs. 149

2 GB

Unlimited

Data Card UL 3GB

Rs. 650

3 GB

Unlimited

Data Card UL 4GB

Rs. 750

4 GB

Unlimited

Data Card UL 5GB

Rs. 850

5 GB

Unlimited

Data Card UL 8GB

Rs. 1250

8 GB

Unlimited

Usage Based Plans

Plan Name

Monthly Free

Browsing

Extra

Rental

charges

Charges

usage

Usage

bundled
per
month

Flexi Shield Pack

Rs. 675

3.1 GB

Unlimited

2.0 Paise/100KB

Flexi Shield Pack

Rs. 450

2 GB

Unlimited

3.0 Paise/10KB

Flexi Shield Pack

Rs. 250

1 GB

Unlimited

3.0 Paise/10KB

Flexi Shield Pack

Rs. 100

300 MB

Unlimited

3.0 Paise/10KB

3G Flexi Shield Pack

Rs. 1500

10 GB

Unlimited

3.0 Paise/10KB

2G Flexi Shield Pack

Rs. 98

1 GB

Unlimited

10.0 Paise/10KB

Features

USB: Plug and Play

Messaging: yes

Micro SD: Support yes (up to 32GB)

Antenna: Inbuilt antenna

Support: All 2g & 3G Sim Card

USB: 2.0 HS
Technical Specifications

Speed: HSDPA 7.2Mbps, HSUPA 5.76Mbps

Chipset QUALCOMM MSM6290

Radio for 3G HSDPA/UMTS 2100 MHz, receive diversity, also

compatible with EDGE/GPRS/

GSM 850/900/1800/1900 MHz

Size: 71mm*26mm*12.5mm

VID/PID

12D1/140C

Connectivity

OS: windows 2000 SP4,windows XP SP2/SP3, windows vista SP1/SP2,

windows 7 mac

OSx10.4, 10.5 & 10.6 with latest upgrades

QUESTIONNAIRES USED
General
1. Which feature of Airtel 3G forced you to use it?
(a)Advertisement

(b) Schemes

(c) Connectivity

(d) Goodwill

2. What is your first choice in 3G services network?

(a)Airtel

(b) Vodafone

(e)Tata DoCoMo

(c) Idea

(d) Reliance

(f) other

3. Which feature of Airtel 3G is better than other 3G network?

(a) Advertisement

(b) Connectivity

(c) Schemes

4. Are you taking benefit offered by airtel service?

(a) Yes

(b) No

(c) Cannot say

5. In which mobile phone you prefer to use Airtel 3G?

(a)Nokia

(b) Samsung

(c) IPhone

(d) Sony Ericsson

(e) LG

6. Which type of broadband service you use?

(a)Mobile

(b) Wi-Fi

(c) Data cards

(d) Cable connection

7. Which company 3G data card you prefer to use?

(a)Airtel

(b) Tata DoCoMo

(c) Idea

(d) Vodafone

(e)Reliance
8. Are you satisfy with Airtel 3G services?
(a)Yes

(b) No

(c) Cant says

9. Has there been a significant decline in the sale of 2G data cards after the
launch of Airtel 3G data cards?
(a)Yes

(b) No

10. Has the demand for Airtel 3G increased in last couple of weeks?
(a)Yes

(b) No

11. The new offers on Airtel 3G data cards effective in increasing sales?

(a) Strongly agree

(b) agree

(c) neither agree

(d) disagree

(e) strongly disagree

12. Airtel 3G is compatible to use in mobile phones?
(a) Strongly agree

(b) agree

(c) neither agree

(e) strongly disagree

13. Do you really want to experience 3G?
(a)Yes

(b) No

14.do you know the features offered by 3G?

(a)Yes

(b) No

15. Do you call at customer care?

(a)Yes

(b) No

16. If, yes, how often you call at customer care:

(a)Daily

(b) Once a week

(c) Once a month

17. Since how long you are using Airtel 3G services?

(a) Less than 1 month
(d) More than 1 year

(b) 2-6 months

(c) 6-12 months

(d) disagree

Give

your

suggestions

to

us

for

serving

you

better:

___________________________________________________________
_____________________________________________

For Costumers
1.

Are you aware about the 3G technology?

a) Yes

2.

Do you know whether your handset is compatible to 3G?

a) Yes

3.

b) no

Do you really want to experience 3G?

a) Yes

4.

b) no

b) no

What are the additional services you expect from the company regarding
the 3G services?
a) Call rates

5.

b) night packs

What is the first thing that came to your mind when you heard about 3G?
a) Awesome

b) good

6.

When you choose 3G, what would be the most important consideration in
your decision?
a) Price

7.

Do you know the features offered by 3G?

a) Yes

8.

b) speed

b) no

If you are not really a 3G user, when you would want to get too accessed
to 3G services?
a) 1 month

b) 3 months

BIBLIOGRAPHY

BIBLIOGRAPHY
My project was made by using the information obtained from the following
sources;
1. Information provided by Airtel Sanjaynagar office executives.
2. Information given by various customers.
3. Websites referred include the following:
http://www.google.com
http://www.airtel.com
http://www.wikipedia.com
http://www.docstoc.com
http://www.scribd.com