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CERTIFICATE OF ORIGINALITY
(Student's Signature)
Date:
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DEPARTMENT OF MANAGEMENT & COMMERCE
SRMU
This is to certify that the project entitled Marketing analysis of Airtel in Fresers
201410702110055 and in the partial fulfillment of the requirement for the award of the
of students own work carried under our supervision and guidance. The project report
embodies result of original work and the study carried out by the student and the contents do
not form the basis for the award of any other degree to the candidate or to anybody else.
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DECLARATION
submitted by me in the partial fulfillment of the requirements for the award of the degree of
..
To the best of my knowledge this project has not been submitted to SHRI RAMSWAROOP
MEMORIAL UNIVERSITY or any other University or Institute for the award of any degree.
Acknowledgement
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I would like to thank for providing me the opportunity to add a new dimension in my
knowledge by getting training in this esteemed organization.
It gives me great pleasure to express my regards and profound gratitude to my Mentor
Mr. Abhishek Kulshreshtha for his expert guidance throughout my training. I am highly
indebted for his painstaking attention and giving me his valuable time towards my projects
and suggestions which helped shape my project to perfection.
The acknowledgement will not be complete without a vote of thanks to the entire
team of CENTRAL QUALITY for their help and support at all times. There are numerous
other people whom I may not be able to acknowledge here but their contribution is equally
important in the success of my project.
Finally I want to thank all my friends with whom I had developed a special bond for
their helping attitude and co-operation during the course of this project.
{Pradeep Kumar}
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CONTENTS
Abstract
Executive Summary
Introduction
Review of Literature
Analysis
Limitation
Conclusion
Questionnaire
Bibliography
ABSTRACT:-
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Today the world economy has undergone a radical transformation in the
last two decades. The companies are emerging at the faster level. The
technology and advances have permitted companies to widen substantially both
the Markets and suppliers sources. Now as companies are emerging with their
new products, marketing has become exuberant activity in expanding the
market globally.
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Marketing has a widest connection which includes in its fold selling,
buying, Transportation, warehousing, pricing and packaging. All these activities
geared up together to reach strong preferences for particulars expectation and
perception of Airtel users
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Executive summary:
The methodology follow in the project is through the survey and the
collections of the data form various sources, like internet, company past
record, customer interaction, boss guideline.
The analysis plan was made by me was to analyzing the customer what
kind of plans they want, which company satisfy them. How can we make
them to switch to Airtel, what are the market plans other company
The result was that the Airtel is having the comparative
advantage over other companies, due to its plan, tariff plans,
schemes network, and the good will the Airtel is at no. 1 place in
the Indian telecom market leaving behind Vodafone, BSNL, and
Reliance
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INTRODUCTION:-
Indian telecom sector is more than 165 years old. Telecommunications was first
introduced in India in 1851 when the first operational land lines were laid by the
government near Kolkata (then Calcutta), although telephone services were
formally introduced in India much later in 1881. Further, in 1883, telephone
services were merged with the postal system. In 1947, after India attained
independence, all foreign telecommunication companies were nationalized to
form the Posts, Telephone and Telegraph (PTT), a body that was governed by
the Ministry of Communication. The Indian telecom sector was entirely under
government ownership until 1984, when the private sector was allowed in
telecommunication equipment manufacturing only. The government concretized
its earlier efforts towards developing R&D in the sector by setting up an
autonomous body Centre for Development of Telemetric (C-DOT) in 1984 to
develop state-of-the-art telecommunication technology to meet the growing
needs of the Indian telecommunication network. The actual evolution of the
industry started after the Government separated the Department of Post and
Telegraph in 1985 by setting up the Department of Posts and the Department of
Telecommunications (Dot).
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 94 cities. The enterprise
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services group has two sub-units - carriers (long distance services) and services
to corporates. All these services are provided under the Airtel brand.
Company shares are listed on The Stock Exchange, Mumbai (BSE) and The
National Stock Exchange of India Limited (NSE).
Partners
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 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. The call center operations for the mobile services
have been outsourced to IBM Daksh, Hinduja TMT, Teletech & Mphasis.
Organization Structure:
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Factsheet
Bharti Airtel Limited.
Name
Business Provides mobile, broadband & telephone (fixed line) and
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Description enterprise services (carriers & services to corporates)
Established July 07, 1995, as a Public Limited Company
Proportionate Rs. 184,202 million (year ended March 31, 2007-Audited)
Capitalisation
Customer Base 48,853,758 GSM mobile and 2,039,013 broadband &
Network in India, and was the first private operator to have an all
India presence.
(A Bharti Enterprise)
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Business Divisions
Mobile Services
technology on 900MHz and 1800MHz bands, and are the largest wireless
We offer postpaid, prepaid, roaming and value added services through our
Our network is present in 4,855 census towns and 243,584 non-census towns &
network operating centers, which monitor the health of our mobile network are
cities. We had 1,972,259 customers as on June 30, 2007 of which 33.1% were
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The strategic direction in our broadband & telephone business is to focus on the
larger cities that offer high revenue potential. Our product offering in this
Internet access through DSL. The business also provides value added services
such as intelligent network based advanced management services, viz. toll free
numbers, virtual private automatic branch exchange networks, ring back tones
Enterprise Services
business units.
Carriers
transfer modes (ATM) and frame relays (FR) among others. It offers extensive
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coverage through a nationwide optic fiber network of 43,658 kms. This network
subsidiary) with two international cable systems, Network i2i and SMW 4, that
Corporate
This business unit serves large Corporate and small and medium
enterprises (SMEs) for all their data and telecommunication needs. It combines
owned media and technologies with those of alliance partners to provide end-to-
end integrated telecom solutions. The group focuses on all major industry
verticals such as BFSI, IT, ITES, manufacturing & distribution, media &
services, government & PSUs, education, telecom, and retail among others.
(BIT internet, VPNs, satellite based IPLCs for redundancy reasons), managed
data & Internet services, managed ebusiness services and managed customized
integrated solutions.
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Bharti draws top honors at the NDTV Profit Business Leadership Awards 2007
Bharti Airtel Ranked 3rd on Shareholder Returns in Business Week IT 100 List
G. B. Pant University
Prepaid
Enter the world of limitless possibilities with Airtel Prepaid. The service that
Postpaid
Life becomes much simpler with your Airtel Postpaid. It gives you the
Airtel Live the mobile internet where we get the full world in our hand
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Send emails and Receive emails instantly
All the emails you've read, deleted or moved to a folder will show on both your
handset device and your desktop. It uses over-the air technology so there's no
Have fun with Airtel broadband! Imagine, downloading the games for free and
Just log-in with your Airtel Broadband ID and get what you want.
Control your business, 24x7. Observe your office, warehouse, shop and staff
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Introducing NetXpert, Indias first ever automated Broadband care technology
Airtel Broadband Services and TCY Online offer you online competitive tests
for GRE, GMAT, SAT and MBA, from the comfort of your home
Our calling card services connect you to your friends and friends in India a cost
effective and reliable manner. Choose from the options below and stay
connected.
phone is not STD/ISD enabled, go ahead and talk to your loved ones
Now call back India from USA at lowest cost of just 7.9c / min . Just visit
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Traveling abroad? Save precious foreign exchange and up to 94% over
we care for our valuable customer, we are for customers and by the customer
Competitors:
1. Vodafone
2. Idea
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3. Reliance RIM
4. Bsnl
5. Tata Docomo
6. Telenor
Network
Airtel is mainly known for its vast network and wide coverage. In the
advertisement the Airtel mainly tells about the network. Airtel has the network
in all the 23 circles. Airtel also have the contract with other telecom companies
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Airtel, Vodafone and Idea have entered into an agreement to share the traffic
The new model has been put in place by Airtel, Vodafone and Idea Cellular in
The three operators have entered into an agreement to share the traffic load
between them.
"The experiment has been successful to a large extent in keeping the congestion
off a single network as the burden is being shared by all the three operators,"
said an Airtel executive. The experiment by the three operators has been lauded
The mobile operators also said the Uttar Pradesh (East) model may not be a
grounds.
The service providers have already decided to share infrastructure in a big way
Nokia will provide managed services and expand Bharti's Airtel networks in the
Jharkhand) and Orissa over a three-year period. Nokia will also provide
managed services and expand Airtel networks in the three other circles of
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Kolkata, West Bengal and Madhya Pradesh.
Nokia's managed capa expansion, will enable Airtel to expand its coverage from
2,700 to over 5,000 towns across the country. The phased expansion into these
2006.
As part of the contract, Nokia will continuously deliver radio and core network
Nokia will also deploy its Connect GSM Solution, for expanding network
coverage in rural areas in a cost effective manner. This includes solutions for
radio access, core network, network management systems and services that will
reduce the total cost of ownership for Bharti and allow it to optimally target the
Customer satisfaction:
"It takes a lot less money to increase your retention of current customers than to
find new ones-but I know I don't give it as much effort as I should because it
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Customer satisfaction, a business term, is a measure of how products and
It's a well known fact that no business can exist without customers. In the
business, it's critical that you form a close working relationship with your client,
customer service is of vital importance. What follows are a selection of tips that
twice during the course of a project. A client finds it easier to relate to and
work with someone they've actually met in person, rather than a voice on
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It might not always be practical to deal with all customers' queries within
the space of a few hours, but at least email or call them back and let them
know that we have received their message and contact them about it as
soon as possible. Even if we not able to solve a problem right away, let the
It's very important to be friendly, courteous and to make clients feel like you're
Customer service policy is going to save lot of time and effort in the
long run. So make sure customer service policy is present on site -- and
These little niceties can be time consuming and aren't always cost effective, but
remember to do them. It shows care; it shows there are real people on the other
end of that screen or telephone; and most importantly, it makes the customer
6. Anticipate Your Client's Needs & Go Out Of Way to Help Them Out
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Sometimes this is easier said than done! However, achieving this
working relationship.
It's possible this is the most important point in this article. The simple message:
the marketplace.
manifestation of the state of satisfaction will vary from person to person and
satisfaction can also vary depending on other options the customer may have
and other products against which the customer can compare the organization's
products.
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Satisfaction Ok, Expectations Down?
Even as the overall customer satisfaction level improved, though by just under a
percentage point, satisfaction with different service parameters hit a new low
Better service leads to higher expectations. That's the case with all services, and
VOICE & DATA MOBILE USER SATISFACTION SURVEY 2015 with those
of the 2014 survey, there has been no change in the satisfaction level of Indian
users. A slight improvement of 0.92 percentage points over the 2014 overall
Is this because user expectations are down or is it because their priorities have
changed?
The survey shows that the answer is yes to both questions. As operators fail to
deliver on their promises, users seem to have learnt to live with whatever is
delivered to them. Otherwise, how would one explain their relatively high
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On the other hand, their expectation from different components of their service
contributes the least (8%) and in B/C circles customer care contributes least
(7%) to overall satisfaction. It's a fact that though operators wouldn't really
agree, none of these services are really at their optimum as the VOICE&DATA
survey shows. Therefore, it is natural that users have very little expectations
from various components of their mobile service. That's the key reason why
overall satisfaction is shred higher than in 2014. And that's also the reason why
an operator like MTNL or BPL is at the top of the overall satisfaction scores
satisfaction with customer care services was a key factor in addition to those
important in 2003. This year, the importance of customer care is lower than
All the operators have scored in the 80s when it comes to customer satisfaction
operators have scored in the 90s. This essentially means that operators have
been investing more in acquiring customers than keeping them happy with
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various components of their service. Obviously, the high satisfaction level with
The survey also substantiates the general perception of network quality. It's bad
across India and worse in rural India. Both the GSM and CDMA networks score
low on user satisfaction. Airtel (87) customers were most satisfied with their
network while those of Reliance Telecom (74) and BSNL (75) the least. BPL
and MTNL operators, who scored highest in overall satisfaction, scored 85 and
80 respectively. This clearly shows that customers were not really happy with
Coming back to the overall satisfaction score, while the top two-BPL and
MTNL-which jumped more than 10 percentage points to claim the top spot,
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There is considerable decline in the performance levels of five out of the 11
(95%) remains as elusive as ever for all operators except BPL and MTNL. The
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worst performers have been Aircel and Telenor. Aircel, which had topped the
Aircel and Telenor customers dropped by more than 12 percentage points. The
satisfaction level of customers of Idea, BSNL and Reliance Telecom also went
down.
Another bad news for operators is that users in B/C circles remain the most
dissatisfied lot. It appears that operators have not been focusing much on
only on adding subscribers-one reason why B/C circles have witnessed the
There seems to have been a huge uptake of SMS in the past year with 99% of
the respondents using it. A major driver of SMS usage may have been the TV
reality and game shows. Radio also emerged as a driver of SMS. Roaming was
the most used VAS followed by ring tone downloads, caller tunes, call waiting,
and voice mail. VAS usage among GSM and CDMA users was almost at the
same level. Interestingly, the percentage of people aware of SMS, roaming, ring
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tone download /distribution, voice mail/voice messaging and game
download/gaming came down compared to 2014. On the other hand, there was
an increase in the awareness of services like caller tune, call waiting, call
The growing usage of VAS seems to be one of the reasons why awareness of 3G
survey found, a good 82% of them are aware of 3G. What is interesting is that
more than 50% of those aware of 3G feel that the next generation mobile
connectivity.
Billing complaints continued to mount though the jump was not as high as it
was in 2014 when billing complaints went up to 23 per 100, from 9 per 100.
Customer satisfaction with billing actually went down. Except for Reliance
percentage points. However, only 10% said they would switch operators on
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more willing to change operators because of billing issues. What is good for
customers is that operators are taking less time compared to 2014 to resolve
As the Indian market grows in size and users continue to mature, operators
would surely face new challenges. The biggest challenge for operators would
always be to ensure better customer experience. After all, only a highly satisfied
customer can help operators get the maximum out of them. It's about time they
gear up to do more than just acquiring customers.
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The good news for handset vendors is that more people are now willing to
change their handsets, and more frequently then ever before. In all, around 25%
users are willing to change their handsets frequently. Of these, 76% said they
will change their handsets in the next 3 to 12 months and 18% said they would
do so in the next 12 to 24 months. CDMA handset owners seemed slightly more
willing to change handsets than their GSM counterparts. Like mobile services,
handsets too are not without problems. Poor battery life was the biggest concern
of 38% of users. More CDMA users faced problems with battery than GSM
users. A considerable number of both GSM and CDMA handset owners faced
problems related to signal, software, and display. A good 17% felt that their
phone had insufficient memory. Handset makers, it seems, will have to work
harder to increase the satisfaction level of their customers. Nokia continued to
lead the handset market with huge margins. In fact, the Finnish vendor
considerably improved its market share as the leader. In 2014, Nokia had lost
share to vendors like LG and Samsung. Both the Korean vendors and Motorola
lost market share while Sony Ericsson gained. In GSM handsets, Nokia
strengthened its leadership with a market share of 76.1. While Samsung
remained at number 2, Sony Ericsson dislodged Motorola at number 3. In the
CDMA segment, both LG and Samsung lost market share though the former
remained at number 1. Nokia strengthened its position at number 2.
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Sales/Pre Sales:
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Overall: Time Taken for Activation:
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GSM: Time Taken for Activation:
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CDMA: Time Taken for Activation
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Customer Care:
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How long do you wait when you call the operator?
Time
(in minutes)
Idea 6.0
BSNL 4.9
Average 4.6
Airtel 4.6
Vodafone 4.4
Reliacne 3.5
Telenor 2.9
CDMA Operators
Reliance 5.4
Average 4.7
RIL
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What is the preferred mode of interaction
with customer care?
Customer Pre-recorded
Care Voice & Guided
Executive tour
Seeking basic information 79% 21%
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Understanding a tariff plan 70% 305
Seeking information on new 66% 34%
service/scheme
Downloading ring-tone 46% 54%
Complaining on network quality 69% 31%
There is a long queue to talk 52% 48%
Seeking a clarification on billing 67% 33%
Reporting a billing discrepancy 67% 33%
Reporting loss of handset 68% 31%
Reporting a number for call 51% 49%
barring
Color in orange are preferred
Value-Added Services:
Scores derived from seven questions such as satisfaction with roaming services,
voicemail etc.
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Which VAS are you aware of and use?
Value-added services
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GSM CDMA
Idea Airtel BSNL Vodafone RIM
SMS/Text messaging 98% 98% 96% 99% 97%
Roaming 69% 72% 59% 74% 59%
Voice mail/Voice 365 42% 33% 45% 28%
messaging
Call waiting 48% 46% 35% 40% 31%
Call forward 19% 23% 19% 20% 15%
Dial in services 13% 13% 12% 13% 4%
Caller tune 46% 49% 39% 51% 34%
Clip downloads 10% 17% 12% 16% 4%
Game 15% 17% 14% 19% 6%
downloading/distribution
Ring tone 55% 51% 47% 49% 51%
download/distribution
Internet access 17% 22% 15% 22% 4%
Data service/ticketing 6% 9% 9% 10% 3%
Mobile banking 7% 10% 7% 13% 2%
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The percentage of respondents who use specific services. For example, 98%
of Idea subscribers surveyed use SMS
etc.
Billing
CDMA
RIL 28.6%
TTL 23.5%
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Loyalty is a function of satisfaction with various aspects of services that the
subscriber has experienced. Likelihood of staying with the same operator and
intention to recommend it to others are important measures of loyalty.
Therefore, we have looked at satisfaction against likelihood of staying and
intention to recommend.
The Road to 3G
Over 80% of users are aware of 3G. More than 50% of those aware of 3G feel
that the next generation mobile services would mean a better experience in VAS
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LITERATURE REVIEW :-
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Better understanding of consumers' behavioral patterns related to the
acceptance, use and purchase of advanced mobile services is critical to ensure
their successful uptake in the market. Regarding the consumer purchasing
behavior of a mobile phone, in addition to traditional marketing claim that a
consumers purchasing motivation will be influenced directly by the phone and
service related factors including: new technology, phone design and appearance,
the relative price, and the associated calling plan, consumer behavior research
on consumers social and interpersonal environment has indicated that the
mobile phone consumers final purchasing decision will also be influenced by
reference groups (such as friends, family, work associates and etc.) on whether
to buy a specific product and which brand or model to choose among competing
alternatives (Moschis, 1976), Jennifer Blechar, Ioanna D. Constantiou, and Jan
Damsgaard in his study in the topic Understanding behavioral patterns of
advanced mobile service users has focused on the underlying economic
influences fuelling consumers' behaviors. Their study suggests that pricing of
services and consumers references to already established service delivery
platforms can be important elements influencing consumers' behaviors.
The advances in information and communication technology are affecting many
aspects of the economy in developed as well as developing nations. Muthumani
and Thangavel in his study on consumer behavior towards mobile phone
services (a comparative study between urban and semi urban mobile phone
users in Tamil Nadu) highlights the perception and expectation of urban and
semi urban customers towards mobile service providers in Tamil Nadu.
Prominent among these were - celebrity endorsements, loyalty rewards,
discount coupons, business solutions and talk time schemes. The most important
consumer segments in the cellular industry were the youth segment and the
business class segment.
Aisha Khan and Ruchi Chaturvedi (2005) explain that as the competition in
telecom area intensified, service providers took new initiatives to customers.
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Prominent among them were celebrity endorsements, loyalty rewards, discount
coupons, business solutions and talk time schemes. The most important
consumer segments in the cellular market were the youth segment and business
class segment.
AggarwalVir Bala,and Professor,KumarAnil, from the Department of Mass
Communication, HPU, Shimla, has studied on the mobile usage behaviour of
students of Himachal Pradesh University. The study indicates that mobile phone
has converted the whole world in to a global village. Their study reveals that
among the different mobile service providers, the government is a better and
preferred service provider.
The general communication habits of mobile phone users in todays society
vary depending on the location, time and individual circumstances of the user,
as would be expected. Another aspect of mobile communications that would
benefit from further investigations by Hoflich (2004) and Katz(2003) in the
urban environment effects of its uses in public question concerning this
physical performance of public communication, and its impact on the way
others in the environment behaves in an areas not well developed.
The Methodology
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The survey covered . These 5 Cities included all metros as well as A, B & C
category telecom circles.
The fieldwork for the survey was spread over the last week of November and
1st & 2nd weeks of December 2015.
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For how long have you been using the mobile
phone?
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For how long have you used your current service
provider?
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RESEARCH METHODOLOGY:-
TYPE OF DATA USE: The data type used is the Primary Data which has
been collected by the researcher directly from his own observations and
experiences through tailor made questionnaire.
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Convenience sampling is also known as grab, opportunity, accidental or
haphazard sampling. Convenience sampling is a nonprobability method.
This means that subjects are chosen in a nonrandom manner, and some
members of the population have no chances of being included.
In this sampling method the person whom we meet accidently can be our
respondent.
Primary Data
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The primary data, which is collected afresh and for the first time,
and thus happen to be original in character. A primary survey was conducted at
Uttar Pradesh (East) . The survey was carried out at various levels & the target
group was Premium /Old users of Mobile. Questionnaires and surveys were
used as an instrument to collect the primary data.
I made structured Questionnaires in which I get specified number of
responses. Hence, the interviewee has to choose from among the alternatives
given which helps me to come on conclusion. The following are the
questionnaires, which help me.
The other method, which I use to collect primary data, is survey method:-
1. Personal interviews
2. Telephonic interviews
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PRIMARY DATA
QUESSITONNAR SURVEY
E
PERSONAL TELEPHONIC
INTERVIEWS INTERVIEWS
Secondary Data
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2. Various Walk In Queries Records
3. Books and periodicals.
4. Company publications (Bharti today) such as company policy
statements, speeches by eminent personalities, sales literature
etc.
5. I got the records of those people who already Airtel Existing
customer.
Analysis-
I compared Airtel with other telecom companies like reliance, idia, Bsnl, Tata
and Telenor. I found after the research that Airtel have good
plans,network,services and customer satisfaction level also. In Uttar Pradesh
(East) I found
Airtel capturing the market fast. Airtel have good advantage compare to other
telecom companies because of Airtel have good brand image and good services
according to the customer satisfaction level.Trai (Telephone regulatory authority
of India) have divided telecom sector in 23 circles.In all 23 circles Airtel have
good network..Airtel provide 24 hour customer care services for the
customers.Airtel have good tariff plans according to the customers.If we will
take example of customer satisfaction of Airtel, Airtel have good satisfaction
level.
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LIMITATION
1. Lack of awareness: - In Uttar Pradesh (East) people are not too much
aware about all new plans, because there life is too much busy rather than
other cities of INDIA.
5. Use old connection for status : - People used old connection, they are
too much unhappy with the service provider, but they cant change
company because of status symbol.
6. Companys Policy:- Airtel gave the new plans (New Mega Value/Hit
Plan)only for those people who uses more than 700 Rs.per month.
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8. Rude behavior: - Many time we have to face very rude comments from
customers while having frequent survey.
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Conclusion-
In the first phase research study, I adopted Questionnaire and survey method to
find out awareness of Bharti Airtel Limited among people as compare to other
service provider in Uttar Pradesh (East) region.
In the second phase research study I had to find out the various plans of
competitor given to customer, what are the various schemes they prefer except
Bharti Airtel Limited schemes?
The study is to find out the market share of the Airtel in terms of the
services, network, & the customer satisfaction.
QUESTIONNAIRE
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SAMPLE QUESTIONNAIRE TO KNOW TELECOMMUNATION
AWARENESS AMONG PUBLIC
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(B) Newspapers
(C) T-V-Channels
(D) Others
(E) Word of mouth
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(C) Both of the above
(D) None of the above
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(E) Tata Indicom
(F) Idea
Bibliography / Website
Bharti Today
Wikipedia the free encyclopedia.html
Marketing Management(ICFAI Text book)
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Managerial Effectiveness
www.airtel.in
www.google.com
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