Summer Internship Report

On

Understanding Brand Presence of Airtel

By
MEGHA SINHA
A1603709045
MBA Class of 2011

Under the supervision of

Ms.SEEMA NAIR
Product maneger (VAS)

In Partial Fulfillment of Award of Master of Business Administration

AMITY SCHOOL
AMITY UNIVERSITY UTTAR PRADESH
SECTOR 125, NOIDA - 201303, UTTAR PRADESH, INDIA
2010
 AMITY UNIVERSITY UTTAR PRADESH

AITTM

DECLARATION

I, MEGHA SINHA student of Masters of Business Administration from Amity Institute Of Telecom
Technology & Management, Amity University Uttar Pradesh hereby declare that I have completed
Summer Internship on “Understanding Brand Presence Of Airtel” as part of the course requirement.

I further declare that the information presented in this project is true and original to the best of my
knowledge.

Date: 30/06/10 MEGHA SINHA

Enroll. No: A1603707045

Place: GURGOAN MBA Class of 2011

 Acknowledgement

The successful accomplishment of any task is incomplete without acknowledging the contributing
personalities who assisted and inspired and lead us to way of success.

At the outset I would like to express my deep sense of gratitude and sincere thanks to Ms. Seema Nair for
providing an opportunity to discover the corporate world from a close perspective.

I also thank, my marketing research guide Ms. Seema Nair for this project report to whom I am deeply
grateful for his constant report and guidance without which it would not have been possible for me to
complete this project.

I convey my gratitude to all the staff of “Airtel” for their kind cooperation throughout my project. I would
also like to thank everyone who contributed in any manner to this project.
 EXECUTIVE SUMMARY

During the past four decades Airtel has built a reputation for excellence that has earned the respect
of consumers and industry experts alike. Building a leading company like Airtel has required
relentless innovation, commitment to quality and dedication to customer service and value. The
qualities of entrepreneurship, growth and leadership have characterized Airtel’s business through
more than four decades of success. Through the strength of its heritage, its culture and its people and
franchisees, Airtel looks forward to more success in future.

This report presents an in-depth business, strategic and marketing analysis of Corporation. The
report provides a comprehensive insight into the company, including business structure and
operations, major strategies and key competitors. The hallmark of the report is the detailed
marketing research and analysis on the company. The research is done with predefined objectives
and aims, with a proper designed procedure in order to carry out the research work efficiently and
effectively. The report also enlightens the SWOT (Strength, Weakness, Opportunities and Threats)
Analysis of the company so as to examine the company’s key business structure and operations,
history and products, and provides summary analysis of its key revenue lines and strategy. The
research report also includes resultant pie charts based on the survey conducted for the popularity
and success of. All the limitations while preparing the research report is mentioned and the final
analysis and interpretation is revealed.
CONTENT

1. Company Profile and Introduction

2. Introduction of VAS
3. Research Methodology
4. Descriptive work on the sub topic of study
5. Data Analysis and Interpretation
6. SWOT analysis
7. Suggestion & Conclusion
8. Recommendations
10. Bibliography
11. Appendix
About Bharti Airtel

Bharti Airtel Limited formerly known as Bharti Tele-Ventures LTD (BTVL) is an Indian
company offering telecommunication services in 18 countries. It the largest cellular service provider
in India, with more than 135 million subscriptions as of May 2010. Bharti Airtel is the world's third
largest, single-country mobile operator and fifth largest telecom operator in the world in terms of
subscriber base. It also offers fixed line services and broadband services. It offers its telecom
services under the Airtel brand and is headed by Sunil Bharti Mittal. The company also provides
telephone services and broadband Internet access (DSL) in over 89 cities in India. It also acts as a
carrier for national and international long distance communication services. The company has a
submarine cable landing station at Chennai, which connects the submarine cable connecting Chennai
and Singapore.

It is known for being the first mobile phone company in the world to outsource everything except
marketing and sales. Its network (base stations, microwave links, etc) is maintained by Ericsson and
Nokia Siemens Network, business support by IBM and transmission towers by another company.
Ericsson agreed for the first time, to be paid by the minute for installation and maintenance of their
equipment rather than being paid up front. This enables the company to provide pan-India phone call
rates of Rs. 1/minute (U$0.02/minute).

The company is structured into four strategic business units - Mobile, Telemedia, Enterprise and
Digital TV. The mobile business offers services in 18 countries across the Indian Subcontinent and
Africa. The Telemedia business provides broadband, IPTV and telephone services in 89 Indian
cities. The Digital TV business provides Direct-to-Home TV services across India. The Enterprise
business provides end-to-end telecom solutions to corporate customers and national and international
long distance services to telcos.
Globally, Bharti Airtel is the 3rd largest in-country mobile operator by subscriber base, behind China
Mobile and China Unicom. In India, the company has a 24.6% share of the wireless services market,
followed by 17.7% for Reliance Communications and 17.4% for Vodafone Essar. In January 2010,
company announced that Manoj Kohli, Joint Managing Director and current Chief Executive Officer
of Indian and South Asian operations, will become the Chief Executive Officer of the International
Business Group from 1 April 2010. He will be overseeing Bharti's overseas business. Current Dy.
CEO, Sanjay Kapoor, will replace Manoj Kohli.

Type Public (BSE: 532454 )

Industry Telecommunications
Founded 7 July 1995
Founder(s) Sunil Bharti Mittal

Headquarters New Delhi ,India

Area served World Wide
Key people Sunil Mittal
(Chairman) & (MD)
Sanjay Kapoor
(CEO)
Products Wireless
Telephone
Internet
Satellite television
Revenue ▲ US$ 7.254 billion (2009)

Operating income ▲ US$ 2.043 billion(2009)

Net income ▲ US$ 1.662 billion (2009)

Total assets ▲ US$ 11.853 billion (2009)

Organizational Structure of Bharti Airtel
 NEED OF THE STUDY

1. To identify and analyze the awareness about the product in the market.

2. To analyze whether the consumers are interested in purchasing the VAS.

3. To study the reasons for lack of interest in VAS.

4. To analyze the consumer demand in VAS

5. To take initiatives for increasing the sale of VAS.

6. To analyze the retailers Effectiveness index (REI) of south dethi.

 OBJECTIVE OF THE STUDY

Every organization has to achieve its organization goals. For this it is very essential for an
organization to know about the view of consumers and their competitive products. This survey
research may be also aimed as to estimate potential buyer for the product. The objective of the study
is as under:-

• To know about customer acceptance of the product

• To suggest the steps for the sales promotion of the product
• To study the requirement regarding to the future of the product
• To analysis the consumer perception about the quality of the services
• To find out solution of customers problems.
• To know how the company has been successful in encountering the aggressive marketing
strategies of competitors.
 RESEARCH METHODOLOGY

Achieving accuracy in any research enquires a deep study regarding the subject. As the prime
objective of the project is to compare Airtel with the existing competitor (Vodafone) in the market
and the impact of WLL on Airtel,

The research methodology adopted is basically based on primary data via which the most recent and
accurate piece of first hand information could be collected. Secondary data has been used to support
primary data wherever needed.

• 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 formal interview was taken. Lastly observation method has been continuous with the
questionnaire method, as one continuously observes the surrounding environment he works in.
DATA COLLECTION METHOD

There two type of method of data collection.

Primary data
Secondary data

Data used for the research work was primary in nature

Primary data:
Primary data is that which is the Collected for the fist time and thus happen to be originated in
character.

Questionnaire survey:
In the studies a questionnaire is prepared.
The questionnaire consists of 13 questions.
Secondary data:
Secondary data refer to the data that has been already collected the Secondary data, which has been
used to carry out this study, are as follow:
Books, journals, magazines, newspapers Industry reports company’s internet site other relevant
studies material and Websites.
Sample unit: - NCR region
The research process was done by interacting with number of customers during the activities
performed, which included, Markets, cold calling, canopies, etc. Sample Design consists of random
sampling.
Sample size: - 200 people

Method of collection: -
Field procedure for gathering primary data included observation and interview schedule in which the
questionnaires were filed by the interviewer. A personal interview through self Administered survey
was done to collect the Data, market research was undertaken, and that was accomplished by
performing various activities designed.

Research instrument:
Questionnaire
The questionnaire was formulated by keep in mind the following points: -
• Giving the respondents clear comprehension of the question. Inducing the respondents to co-
operate.
• Giving instructions as to what is needed.
• Identifying the needs to be known.
 LIMITATIONS

The following were the limitations that were there during the course of the study:
1. Limited time period.
2. Less number of respondents.

Mode of the respondents.

Primary data was collected using the following techniques

1. Questionnaire Method
2. Observation Method

The main tool used was, the questionnaire method. Lastly observation method has been continuous
with the questionnaire method, as one continuously observes the surrounding environment he works
in.
What is VAS (Value Added Services)

In mobile telecommunication industry, VAS is defined as services that are:

• Not part of the basic voice offer.

• Allow the mobile operators to develop another stream of revenue.

VAS BUSSINESS MODEL

About Airtel Talkies

Airtel Talkies brings movie buffs original movie content, dialogues on storyline and song clips of
the movie. The format of cinema on Airtel Talkies comprises of a 15-minute narrative where songs
and dialogues are connected together by a ‘Sutradhar’ to provide a crisp yet complete experience of
the movie.

• Airtel Talkies offers both upcoming new releases and all-time classic movies in languages -
Hindi, Tamil, Telugu, Kannada, Malayalam,Bangla,Tamil,Telgu,Oriya.

• In Airtel Talkies users can also select movies of their favourite Star like Amitabh
Bachchan,Amir Khan, Shah Rukh Khan, Salman Khan etc..

• In Airtel Talkies customer can also hear Film Preview & Anchuhe Phelu of the movie .

For subscription: Dial 51010 (toll free)

Charges: Rs. 30 per month for 4 movies
Rs. 10 per month for 1 movie
Report On Existing Customer
Report On Churn Customer
RECOMMENDATION

1)By taking feedback from the customer I came to the conclusion that Airtel talkies is not a product
for

A) Middle class family or above middle class

B) Who is having facility to watch movie in PVR

C) Who can buy CD in a very chip price.

In general, it is subscribed by those who can’t afford TV or can’t go to the PVR. For them 30/- is
very high

2) Airtel talkies is a pre-edited fifteen minute capsule of a film.

In which user can find old as well as new movie. If user is hearing any old movie it means that he
want to again enjoy the movie. But 15 min pre-edited movie is not solving this purpose of customer

3) It will be convenient for the user if they can opt either 15 min story or full movie.

4) It will be beneficial if airtel talkies have 15min pre-edited movie of new releases. It will attract
young generation.

5) It can be promoted by calling to the customer which is from rural or from small town.
Airtel Friends Chat

Airtel friends chat is place where people can find new friends of your city. It’s a social networking
site to find friends from different social networks in online community & make friends online in
chat rooms.

It will be commodious for the user if following facility will be provided by the airtel friends chat

• User can change their id

• User should get option that whether he/she want to talk with another user or not. (by taking
permission via message then he/she can call or send message to another user)

• User should get the option that whether he\she want to chat with SMS or via call to other
user.
Ascertaining Retailer Effectiveness Index( REI) Of Various Telecom Operators in South Delhi

Parameters on which REI is ascertained:

1. Noticeability- on the basis of number and placement of different elements like posters, shelf strip etc.
2. Recommendation of the Retailer
3. Stock Options
SWOT ANALYSIS

STRENGTH
 The only operator in India other than VSNL having international submarine cables.
 No security deposits
 Easy recharge available
 No bill shocks
WEAKNESS
 Untapped rural market.
Lack of awareness

OPPERTUNITIES

 Latest technology and low cost.

THREAT
 Competition from other cellular

Conclusion

VAS is changing the role of most players across the telecom value chain, while also providing room
for many new entrants, and requiring reconsideration of business model and partnership.

In general, findings from market survey showed that customers perceive both “get” and “give”
value dimensions. Specifically, for the customers, the most important “get” value is functionality
value.