(IN PARTIAL FULFILLMENT OF THE REQUIREMENT FOR THE DEGREE OF THE BECHELOR OF BUSINESS ADMINISTRATION)

UNDER THE GUIDANCE OF

SUBMITTED BY

Preface
1

Customers are very important for any company, infact, customers are not the important of business, they are business itself. Customers are the best source of information for a business. It has been well said that, business doesnt need financial pundits to tell how to run it; it is the customer who tells us. For an enterprise seeking a comparative edge, customers are the prime drive force. The enterprise must understand who its customers are and what they want? For any company relationship management is very important tool to gain competitive edge in their business. In Telecom business there are two types of customers. 1. Retailers (First customers) 2. Users (End Customers) The main motive of this project was to survey both type of customers and analyze the demand of value voucher in the market.

Acknowledgement
Before I begin to write down my project report I would like to thank all those people who helped me in the completion of this project.

I would like express my sincere gratitude towards Mr. Ankit Lall (TSM Airtel Bareilly) for selecting me to undergo this project Comparative study of Value Voucher of Airtel with other operators and customer perception. in this esteemed organization. I greatly indebted to him who guided me at every step in understanding each and every aspect of Airtel working.

I would also like to thank Mr. who helped me in the completion of this project and appreciate his cooperation.

Company profile:
Bharti Airtel Limited, a part of Bharti Enterprises is India's leading provider of telecommunications services. Bharti Telecom Limited is the promoter company of Bharti Airtel Limited. Sunil Bharti Mittal is the Chairman and Managing Director of Bharti Airtel Limited (Bharti), Indias largest private integrated telecom player since October 2001. He is the board director since July 1995. Bharti Airtel Limited was established on July, 07, 1995 as a Private Company Limited. Sunil Mittal was one of the first entrepreneurs to identify the mobile telecom business as a major growth area and launched services in the city of Delhi and the National Capital Region in the year 1995. Some of the Feathers in the cap of Mr. Sunil Bharti Mittal are Best Asian Telecom CEO, Telecom Asia Awards 2005 Best CEO, India, Institutional Investor, 2005 Business Leader Of The Year, Economic Times, 2005 Ernst & Young Entrepreneur of The Year 2004, Ernst &. Young He is also the Board Member of the Global GSM Association.

 Sunil is an alumnus of Punjab University and has completed the Owner/President Management Program from Harvard Business School

Awards and recognitions:

For the Year 2006 2007 Sunil Bharti Mittal is CEO of the Year at the Frost & Sullivan Asia Pacific ICT Awards 2006 & Bharti Airtel bags Wireless Service Provider of the Year' and 'Competitive Service Provider of the Year' Bharti Tele-Ventures is the BEST INDIAN CARRIER at Telecom Asia Awards 2006 Bharti Airtel Limited was the first private operator to have an all India presence. It has 23,072,579 GSM mobile and 1,504,840 broadband & telephone (fixed line) customers (as at month ended June 30, 2006). The businesses at Bharti Airtel have been structured into three individual strategic business units (SBUs) - mobile services, broadband & telephone services (B&T) & enterprise services. The mobile services group provides GSM mobile services across India in 23 telecom circles, while the B&T business group provides broadband & telephone services in 90 cities. The Enterprise services group has two sub-units - carriers (long distance services) and services to corporate. All these services are provided under the Airtel brand.
5

The mobile services are provided under Mobility leaders business group. The broadband & telephone services and enterprise services comes under the Infotel leaders business group. 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 Singapore TelEcommunications Limited, Singapore (SINGTEL), which owns it by 30.8%. Pastel Limited is the investment company of SINGTEL. The company also has a strategic alliance with Vodafone, UK; which Has 10% ownership in it. The companys mobile network equipment partners include Bird, Ericsson, Motorola 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. Besides these companies some other share holders of Bharti Airtel Limited are CITI GROUP GLOBAL MARKETS MAURITIUS, MORGAN STANLEY & COMPANY INTERNATIONAL LIMITED, LIC

Organization Structure
As an outcome of a restructuring exercise conducted within the company; a new integrated organizational structure has emerged; with realigned roles, responsibilities and reporting relationships of Bhartis key team players. With effect from March 01, 2006, this unified management structure of 'One Airtel' will

enable continued improvement in the delivery of the Groups strategic vision.

Corporate Governance
Bharti Airtel Limited firmly believes in the principles of Corporate Governance and is committed to conduct its business in a manner, which will ensure sustainable, capital-efficient and longterm growth thereby maximising value for its shareholders, customers, employees and society at large. Companys policies are in line with Corporate Governance guidelines prescribed under Listing Agreement/s with Stock Exchanges and the Company ensures that various disclosures requirements are complied in letter and spirit for effective Corporate Governance. During the financial year 2003-04, your Company was assigned highest Governance and Value Creation (GVC) rating viz. Level 1 rating by CRISIL, which indicates that the companys capability with respect to creating wealth for all its stakeholders is the highest, while adopting sound Corporate Governance practices. This rating was re-affirmed by CRISIL on April 20,2006.

Vision
By 2010 Airtel will be the most admired brand in India: Loved by more customers. Targeted by top talent. Benchmarked by more business.
8

AIRTEL BRAND:
Airtel & Visual Identity:
For a brand to be successful, it must build enduring relationships with its different audiences. Integral to this relationship is the visual image of the brand the consumer carries in his/her mind. The Airtel brand image is created through the consistent application of a carefully developed visual identity, which helps Airtel distinguish itself in a cluttered market. Airtel's visual identity helps create instant brand recall and strengthens the relationships that its audiences have with it. The Airtel visual identity has different elements that work together to create a strong and consistent identity for the brand. The most important of these are:

The Airtel Logo

The Airtel logo is a strong, contemporary and confident symbol for a brand that is always ahead of the rest. It is a specially drawn word mark.

The Airtel Image style :

9

It incorporates two solid, red rectangular forms whose counter form creates an open doorway.

The Airtel Typographical style

The title case lettering with its capital 'A' was deliberately chosen to reinforce the brand's leadership position. The red dot on the letterform 'I' cues Airtel's focus on innovation. The words 'Express Yourself' are very much part of the brand identity.

The Airtel Color Palette

The lettering is grey so that the pure black of Airtel is visually unharmed.

PRODUCTS & SERVICES:

Airtel Postpaid Connection
As it is clear with its name Postpaid, it allows user to pay charges after his usage. Airtel Postpaid connection is a service recommended for regular users. This connection allows the users to pay for their usage on monthly basis.

Documents Required for Airtel Connection

10

According to a directive from Department of Telecom on the additional documentation requirement for the customers of mobile services, the following documents are mandatory and have to be collected from all customers: 1. Photograph 2. Proof of Address- Arms license, Ration Card, Telephone / Electricity Bill.
3. Proof of Identity Any photo identity card, Income Tax PAN

Card.

Airtel One 249 Plan

ONE TIME CHARGES Activation Charges Security Deposit MONTHLY CHARGES (FIXED) Bill Plan Charge Monthly Rental CLIP 150 299 INCLUSIVE OF BILL PLAN CHARGE & CLIP 50 Airtel LOCAL RATES STD RATES 50-200 KM 200-500 KM 500+ KM ISD USA, Canada, Europe (Fixed Line), Australia, Singapore, Hong Kong, Thailand, Malaysia, Indonesia, New 14.24 2.00 2.00 2.00 2.00 2.00 2.00 2.00 2.00 2.00 Other GSM 0.50 Landline/CDMA 1.00 150 500

11

Zealand. Gulf, Europe (Mobile), SAARC 17.24 countries, Africa & Rest of the world Cuba, Sao Tome & Principe, Guinea Bissau, Diego Garcia, Nauru, Solomon Islands, Vanuatu, Cook Islands, Tuvalu, Tokelau, Norfolk Island, Sakhalin SMS Local National International VAS 1.00 2.00 5.00 3.00 40.00

One World 699

ONE TIME CHARGES Activation Charges Security Deposit MONTHLY CHARGES (FIXED) Bill Plan Charge Monthly Rental CLIP Rs. 250 NA 699 Rs. 600 Rs. 99 NA

12

Any Other Charges

NA

MONTHLY CHARGES (OPTIONAL) CLIP NA Airtel LOCAL RATES STD RATES 50-200 KM 200-500 KM 500+ KM ISD USA, Canada, Europe (Fixed Line), Australia, Singapore, Hong Kong, Thailand, Malaysia, Indonesia, New Zealand. Rs.2.99 per min* Re. 1 per 2 min Re. 1 per 2 min Re. 1 per 2 min Re. 1 per min Re. 1 per min Re. 1 per min Re. 1 per min Re. 1 per min Re. 1 per min Re. 1 per 2 min Other GSM Re. 1 per min Landline/CDMA Re. 1 per min

Gulf, Europe (Mobile), SAARC Rs.9.99 per min countries, Africa & Rest of the world Cuba, Sao Tome & Principe, Guinea Bissau, Diego Garcia, Nauru, Solomon Islands, Vanuatu, Cook Islands, Tuvalu, Tokelau, Norfolk Island, Sakhalin SMS Local Local CDMA National International VAS Re.1 Re.1 Re.1 Re.5 Rs.3 Rs. 40.00 per min

13

 Roaming across Bharti circles at Re. 1/min. International Roaming rental Waived off in this plan. CLIP waived off in this plan. ISD call to US, Europe Fixed line and Canada is Rs. 2.99/min.

Group Save 249

ONE TIME CHARGES Activation Charges Membership Fee Security Deposit MONTHLY CHARGES (FIXED) CLIP Rs. 250 Rs. 250 NA 249 NA

MONTHLY CHARGES (OPTIONAL) CLIP NA Airtel LOCAL RATES STD RATES 50-200 KM 200-500 KM 500+ KM ISD USA, Canada, Europe (Fixed Line), Australia, Singapore, Hong Kong, Thailand, Malaysia, Indonesia, New Zealand. Rs.7.20/min Rs.2.40/min Rs.2.40/min Rs.2.40/min Rs.2.40/min Rs.2.40/min Rs.2.40/min Rs.2.40/min Rs.2.40/min Rs.2.40/min Rs. 0.50/min Other GSM Re. 1 Landline/CDMA Re.1

Gulf, Europe (Mobile), SAARC Rs.9.99/min countries, Africa & Rest of the

14

world Cuba, Sao Tome & Principe, Guinea Bissau, Diego Garcia, Nauru, Solomon Islands, Vanuatu, Cook Islands, Tuvalu, Tokelau, Norfolk Island, Sakhalin SMS Local Local CDMA National International VAS 50p 50p Rs.2.00 Rs.5.00 Rs.3.00 Rs.40.00/min

Special CUG Offer:

All local calls within the group - 30p/min. 2.All STD calls within the group - 30p/min 3.All roaming outgoing calls within the group - 30p/min
Minimum member in a group required - 5 .

15

India Roam 399

MONTHLY CHARGES (FIXED) Bill Plan Charge Monthly Rental CLIP MONTHLY CHARGES (OPTIONAL) CLIP NA Airtel LOCAL RATES STD RATES 50-200 KM 200-500 KM 500+ KM ISD USA, Canada, Europe (Fixed Line), Australia, Singapore, Hong Kong, Thailand, Malaysia, Indonesia, New Zealand. Gulf, Europe (Mobile), SAARC countries, Africa & Rest of the world Cuba, Sao Tome & Principe, Guinea Bissau, Diego Garcia, Nauru, Solomon Islands, Vanuatu, Cook Islands, Tuvalu, Tokelau, Norfolk Island, Sakhalin SMS Local Local CDMA National International VAS Re.1 Re.1 Re.1 Re.1 Re.3 Rs.7.20 per min Re.1 per 2 min Re.1 per 2 min Re.1 per 2 min Re.1 per min Re.1 per min Re.1 per min Re.1 per min Re.1 per min Re.1 per min Re.1 per 2 min Other GSM Re.1 per min Landline/CDMA Re.1 per min 399 Rs.300 Rs.99 NA

Rs.9.99 per min Rs.40.00 per min

CLIP waived off in this plan National Roaming rent is waived.

No additional Security Deposit required for National Roaming.

16

India Home 299

MONTHLY CHARGES (FIXED) CLIP MONTHLY CHARGES (OPTIONAL) CLIP NA Airtel LOCAL RATES STD RATES 50-200 KM 200-500 KM 500+ KM ISD USA, Canada, Europe (Fixed Line), Australia, Singapore, Hong Kong, Thailand, Malaysia, Indonesia, New Zealand. Gulf, Europe (Mobile), SAARC countries, Africa & Rest of the world Cuba, Sao Tome & Principe, Guinea Bissau, Diego Garcia, Nauru, Solomon Islands, Vanuatu, Cook Islands, Tuvalu, Tokelau, Norfolk Island, Sakhalin SMS Local Local CDMA National International Re.1 Re.1 Re.1 Re.5 Rs. 7.20 Re.1/min Re.1/min Re.1/min Re.1/min Re.1/min Re.1/min Re.1/min Re.1/min Re.1/min Re.1 for 2 min Other GSM Re.1/min Landline/CDMA Re.1/min 299 NA

Rs. 9.99 Rs. 40.00

Roaming charges in Airtel network : Incoming calls at Re.1/min Outgoing Local calls at Re.1/min Outgoing STD calls at Re.1/min Outgoing Local & National SMS at Re.1/msg

17

Advance Rental Plan 499

MONTHLY CHARGES (FIXED) Bill Plan Charge CLIP Rs.499 Rs.50/Airtel LOCAL RATES STD RATES 50-200 KM 200-500 KM 500+ KM ISD USA, Canada, Europe (Fixed Line), Australia, Singapore, Hong Kong, Thailand, Malaysia, Indonesia, New Zealand. Gulf, Europe (Mobile), SAARC countries, Africa & Rest of the world Cuba, Sao Tome & Principe, Guinea Bissau, Diego Garcia, Nauru, Solomon Islands, Vanuatu, Cook Islands, Tuvalu, Tokelau, Norfolk Island, Sakhalin SMS Local National International 30 paise Rs.2 Rs.5 Rs.7.20/min Rs.2.40/min Rs.2.40/min Rs.2.40/min Rs.2.40/min Rs.2.40/min Rs.2.40/min Rs.2.40/min Rs.2.40/min Rs.2.40/min Rs.1.75/min Other GSM Rs.1.75/min Landline/CDMA Rs.1.75/min

Rs.9.99/min Rs.40/min

Rental waived off for 12 months All customers activated in this plan will be migrated to Airtel One 249 Plan once the advance rental tenure gets over. Local Toping 1 : Available at Rs.25 Calls: Airtel to Airtel Mobile @ Re.1/-

18

 Local Toping 2 : Available at Rs.50 Calls: Airtel to any local Mobile or Landline @ Re.1/-

Advance Rental Plan 799

MONTHLY CHARGES (FIXED) Bill Plan Charge CLIP Rs. 799 Rs. 50/Airtel LOCAL RATES STD RATES 50-200 KM 200-500 KM 500+ KM ISD USA, Canada, Europe (Fixed Line), Australia, Singapore, Hong Kong, Thailand, Malaysia, Indonesia, New Zealand. Gulf, Europe (Mobile), SAARC countries, Africa & Rest of the world Cuba, Sao Tome & Principe, Guinea Bissau, Diego Garcia, Nauru, Solomon Islands, Vanuatu, Cook Islands, Tuvalu, Tokelau, Norfolk Island, Sakhalin SMS Local National International 30 paise Rs.2 Rs.5 Rs.7.20/min Rs.2.40/min Rs.2.40/min Rs.2.40/min Rs.2.40/min Rs.2.40/min Rs.2.40/min Rs.2.40/min Rs.2.40/min Rs.2.40/min Rs.1.75/min Other GSM Rs.1.75/min Landline/CDMA Rs.1.75/min

Rs.9.99/min Rs.40/min

Rental waived off for 12 months All customers activated in this plan will be migrated to Airtel One 249 Plan once the advance rental tenure gets over. Local Toping 1 : Available at Rs.25 Calls: Airtel to Airtel Mobile @ Re.1/-

19

 Local Toping 2 : Available at Rs.50

Calls: Airtel to any local Mobile or Landline @ Re.1/-

20

Advance Rental Plan 999

MONTHLY CHARGES (FIXED) Bill Plan Charge CLIP Rs. 999/50 Airtel LOCAL RATES STD RATES 50-200 KM 200-500 KM 500+ KM ISD USA, Canada, Europe (Fixed Line), Australia, Singapore, Hong Kong, Thailand, Malaysia, Indonesia, New Zealand. Gulf, Europe (Mobile), SAARC countries, Africa & Rest of the world Cuba, Sao Tome & Principe, Guinea Bissau, Diego Garcia, Nauru, Solomon Islands, Vanuatu, Cook Islands, Tuvalu, Tokelau, Norfolk Island, Sakhalin SMS Local National International 30 paise Rs.2 Rs.5 Rs.7.20/min Rs.2.40/min Rs.2.40/min Rs.2.40/min Rs.2.40/min Rs.2.40/min Rs.2.40/min Rs.2.40/min Rs.2.40/min Rs.2.40/min Rs.1.75/min Other GSM Rs.1.75/min Landline/CDMA Rs.1.75/min

Rs.9.99/min Rs.40/min

Rental waived off for 12 months All customers activated in this plan will be migrated to Airtel One 249 Plan once the advance rental tenure gets over.

Local Toping 1 : Available at Rs.25

Calls: Airtel to Airtel Mobile @ Re.1/-

Local Toping 2 : Available at Rs.50

Calls: Airtel to any local Mobile or Landline @ Re.1/-

21

Objective of the Project

The project assigned to me was A study of consumer satisfaction of AIRTAL Subscriber It was a very interesting project, which provides me the opportunity to develop my marketing skills. I had to find out following: Which way the market demand is moving. What services, with what features today customers wants from its service providers. And also, with what price tags. What Airtel need to offer to its customers, so as to gain its share of market share. What features in our value vouchers can provide airtel an edge over its competitors.

22

RESEARCH METHODOLOGY
Research Methodology is all about designing the research which indicates way of carrying out the project. It keeps the researcher on the track of the project study. It relates to the following questions, which unfolds aspects of the research: What should be the type of research design either exploratory or conclusive? What is the type of data to be required for the project study either primary or secondary? What should be the method of collection of data? What should be the sample size?

Research Design
Each research project is conducted scientifically, which has specific framework or blueprint for controlling the data collection. This framework is called research design. In this project I have used exploratory research design because I have conducted research through survey.

Data Collection Method

To achieve the objective of project study, I require primary data. So I collected primary data through personal interview. For this purpose I designed two questionnaires, one for retailer survey second for customer survey. Questionnaire is the most reliable source of collecting primary data.

23

Sampling
Sampling method refers to the procedure in which few units are selected from the total population, constitute a sample.

Sample Size
I have taken sample size of 25 retailers and 50 customers.

Sample Unit
Bareilly.

24

FINDINGS &ANALYSIS OF QUESTIONNAIRE

According to the survey done on 25 retailers, they sold maximum no. of prepaid connections of Hutch in last three months , i.e. 32% of the total sales followed by Airtel which accounted for 28%.Idea is a main competitor of Airtel with 23% while Reliance accounted for 10% sales. Tata Indicom accounted for 7%. The demand for Excel has gone down to the minimum of 2%. According to the data collected through questionnaire from the retailers it is clear that Airtel is competiting with hutch and idea. Hutchs market share has gone up by 10% in compare to Airtel in the Bareilly market. Vodafone is having good distribution channel, and this is clear from following points Better Satisfaction level of distribution channel from distributors to the retailers. More Promotional Activities such as glow sign boards, POP, road shows. Attractive schemes for retailers as well as for customers. Proper communication of new schemes to customer & retailers. Better customer care response & quick action. Another main competitor of Airtel is Idea. Idea has also a good market share. Idea is continuously launching attractive value vouchers for its prepaid customers, while Airtel has only three value voucher which are Local Topping, Combo Topping & Night Speak. This is the main reason of good market share, Idea is having. 25

Reliance is also a near competitor of the Airtel because of its Market penetration Pricing Strategy they have adopted. They are offering a LG, Samsung, Nokia etc. mobile handset with connection. For example they have launched a scheme, Buy a LG mobile handset & Reliance connection of Rs. 1800 and get 1800Rs. talk time. What can be a better offer than that, to increase the customer base? Other than above they have the competitive value vouchers to counter its market rivals i.e.59Rs.value voucher (Local Topping) which is an edge over what Airtel offer in its 45Rs.value voucher. Reliance has upper hand with its 59Rs. Voucher is, it is offering 50p call on local land lines & WLL. This is not available in the local topping pack offered by Airtel. Tata Indicom & Excel does not have any value voucher but Tata Indicom is offering same schemes as Reliance. So its demand is more than Excel.

A
26

According to the survey done of 25 retailers, about 97% of the retailers were aware of the value vouchers offered by the mobile service providers. Only 3% of the retailers were not aware of these value vouchers. Maximum numbers of retailers are aware of Value Voucher because customers demand for it & communication from the company is proper.

Awareness of Value Added Services among Retaliers

28% A ware Not A ware 72%

After the survey it was found that 28% of the retailers were not aware of the Value Added Services offered by service providers. Only 72% of the retailers were aware of these services and vouchers. The main reason behind it is that the communication channel about VAS is not satisfactory. Companies can serve its customers well only if its distribution channel is properly informed. The need is to communicate more our distribution channel to communicate right information to them; effectively and timely.

27

Demand of Value Voucher in the Market According to Retailers

Night Chat 10% 13% 10% Local Call Rate Reduction SMS Pack 67% STD/ISD Call Rate Reduction

As per Survey done on 25 retailers; the maximum demand was of for local call rate reduction value voucher ie.67%. The demand for the value vouchers of STD/ISD call rate reduction is 13% while demand for SMS pack is 10%. The demand for value voucher for night chat is slow i.e. 10% as it is recently launched but the demand is going up as awareness is growing. The target customers of Night chat value vouchers are youth. As the young generation feels more convenient while talking at night; this area provides a lot of opportunities to work on. After the survey it was found that most of the customers were concerned about the local call rate reduction. The reason behind it is that it is applicable in whole U.P. & Uttaranchal. As the demand of STD is 12% this area should also be served because of its good customer base. Though the demand of sms is less than what was expected but still 10% customer demands for the sms pack.

28

Demand of VAS in the Market According to Retailers

Hello Tunes 3%10% 6% 13% 38% 30% Ringtones GPRS Call Divert Call Conference Missed Call Alert

As per the survey of 25 retailers. After survey we found that maximum demand is of Ring tones i.e. 38% in the Market, just because Ring tones is mandatory in every mobile phone and awareness is very high. Another reason is that it is very cheap as it can be downloaded at nominal cost. After Ring tones, Hello tunes is demanded on second number with 30%. The reason behind is that it is chargeable per month and if we change it, we have to give 15/- every time and the awareness is less than ring tones. Therefore its demand is less than Ring tones. Hello tunes is followed by GPRS with 13% while demand for Missed call alert is 10%. Call conference and call divert accounted minimum 3% & 6% respectively because the product awareness is very much low.
Satisfaction Level of the Retailers with the Airtel Services

To improve the demand of value added services, we have to increase promotional activities, road shows, POP TV advertisements. In short 18%
Satisfied we can say we have to expand product awareness. Not Satisfied 82%

29

According to the survey, 18% of the retailers were not satisfied with the services of AIRTEL, while 82% were satisfied with the services of AIRTEL. As 18% of the retailers were not satisfied with the Airtel services; the main reason is improper communication. To satisfy them more communication of various schemes is required among the distribution channel members.

Survey done on customers

After survey done on 50 mobile users it was observed that about 26% were using hutch while Airtel was just behind with 23%. Reliance was at third place with 19%. 17% customers were using Idea. 30

Hutch is really doing well and we need to offer good value vouchers at competitive prices. While Excel & Tata Indicom was having 9% & 6% market share respectively. After the survey it was found that Airtel is behind hutch by 3%. Reliance has left Idea behind in market share and has 19% of market share in compare to 17% of Idea.
Services availed by the Customer

31% 69%

Prepaid Services Postpaid Services

After interacting with 50 mobile users, it was found that 69% of them were using prepaid services while only 31% of them were using postpaid services.
So this is a large segment which provides vast opportunities for growth.

31

Satisfaction Level of M obile U sers w their Service Providers ith

9% Satisfied N Satisfied ot 91%

After interacting with 50 mobile users, it was found that 93% of the total customers were satisfied with the services offered by their service providers. Only 7% of the mobile users were not satisfied with their mobile service providers.

S tu o S ith gO e o th ta s f w in v r f e C s m rs u to e

3% 9 6% 1

Ra y ed N tR a y o ed

39% of the customers were ready to switch over to other service providers, if a better plan is offered to them than their current plan. 61% customers were not ready to switch over to other service providers because of specific reasons. The customers, who were not ready to switch over because of their mobile number is widely spread.

32

Awareness Status of Value Added Services among customers

21% Aware Not Aware 79%

After interacting with 50 mobile users, it was found that 79% of the customers were aware of value added services While 21% of the mobile users were not aware of it. A customer avail any product/service only if, he/she is aware of its advantages or utilities. So we have to convey it very efficiently & effectively.

33

Awreness Status of Value Voucher among the Customers

11% Aware Not Aware 89%

After the survey, it was found that about 89% of the mobile users were aware of the value vouchers available in the market. Only 11% of the mobile users were not aware of these value vouchers. The main reason of high awareness is better communication about Value Voucher. Every service provider pay more attention on Value Voucher as it is most demanded service by the mobile user in the market.

34

Basic Requirement of the Customers for Mobile Phone

Mainly for Incoming 18% 39% Mainly for outgoing in Night Mainly for Outgoing 7% 36% More SMS

After the survey it was realized that 39% of the mobile users use mobile mainly for incoming purpose. 36% of the mobile users use mobile for making outgoing calls. 18% of users use mobile mainly for short messaging service (SMS). 7% of mobile users uses mobile mainly for outgoing at night. Customer perception about mobile phone has shifted from an incoming device to an outgoing one. 39% of users use mobiles mainly for incoming. The main reason is Life Time Incoming. A person who can not afford mobile, Life Time Incoming scheme has made it affordable as there is no need to recharge again and again. When Life Time Incoming scheme was launched, the customer has to make initial investment of app. 1000Rs. But now Airtel has made it more easy with its new scheme, Pay 99Rs. per month and get one month validity, after 12 month no need to recharge, Plan will be converted to Life Time Incoming Scheme automatically. Only 7% of users make outgoing at night. This is minimum amount as awareness is low as it is recently launched.

35

Status of Mobile Users Travel in Roaming

12 37 Frequently 3 11 9 28 Weekly Monthly Quarterly Annualy Uncertain

After interacting with 50 mobile users, it was found that for 37% users it is uncertain about travel in roaming. 28% of mobile users said that they travel in roaming annually. 12% of mobile users said that they go on roaming very frequently, while 9% users said that they go on roaming at least once in every three months.11% mobile users go on roaming at least once a month while 3% go on roaming on a weekly basis. Customers who travel in roaming annually, they are mainly student, govt. employee etc. Students mainly travel in roaming every year in holidays. Govt. employee used to travel in roaming because they get a free trip. Business class persons mainly travel in roaming frequently, weekly, monthly & quarterly. This clearly shows that there is a need of value voucher for those customers who travel frequently.

36

Usage Pattern of the Customer

Only Local Calls 16% 6% 5% 22% Only STD/ISD Calls More Local less STD/ISD Calls Less Local More STD/ISD Calls Equally Local & STD/ISD Calls

51%

51% of the mobile users make more local calls and less STD calls. 22% of the mobile users make only local calls. 16% of the mobile users make local and STD calls in the equal ratio. Users, which make more or only STD calls account for 6% & 5% respectively of total customers sample. The survey has showed that 51% of the mobile phone users use it, mainly for making more local calls and less STD/ISD calls. 22% of the customers make only local calls. It means that local call tariffs are the major area of improvement. We should more emphasize on local call rate reduction Value Voucher.

Suggestions & recommendations

37

In order to recapture its share of the market, Airtel has to launch Value Vouchers at competitive prices. For designing the new value vouchers following points need to be kept in mind Idea & Hutch is the nearest competitor of Airtel so Airtel should launch Value Vouchers, keeping in mind both competitors Value Voucher. The value voucher should be competitive in terms of price & features. Suggestions for the new value voucher according to the customer perception are: Value voucher should be applicable in Life time Prepaid also as like in Idea. Idea has lauched a new Value Voucher of Rs.51 in which Idea to Idea call rate is .20p per min. Airtel should lauched at competitive price. Airtel should launch Voucher which offer free outgoing on at least one number of Airtel to Airtel either for local or both for local and STD. A Value Voucher should be launched which can offer some call rate reduction on at least three STD numbers of different operator as per customers choice. Sms pack of 3000 SMS in 95Rs. should be continued & the validity should not be one month for 3000 sms, it should be extended. Value Voucher of Delhi for Re.1 should be continued. In Local topping Value Voucher Call rates on the land lines should be of 50p instead of Re.1.like reliance. One Year Incoming Pack is of Rs. 990/- but in Idea it is for Rs. 38

550/- so, Airtel also should launch a value voucher. My suggestions for new Value Vouchers: Less validity period Value Voucher should be launched such as for 7 days validity. Incoming Value vouchers while roaming for some frequently visited states like Punjab & Delhi should be launched. Voucher of free STD SMS or on reduced rate should be launched. We should launch Value Voucher occasionally or seasonally such as Vodafone is giving Umbrella with its prepaid connection. The voucher on festivals should be launched. My suggestions for promoting Value Added Services: Retailers must be regularly conveyed with the latest information in field of VAS. Call rates for Value Added Services like at 678, 646 should be reduced. To promote Hello tunes their subscription rates should be reduced. The rates of downloading through GPRS should be slashed. Proper communication channel should be followed among the Management, distributors, retailers and customers to ensure effectiveness & efficiency. Quick Updation of new songs should be there in Hello tunes.

Companys strengths are the threat for other market players, while weaknesses can provide them the opportunities to improve. During my entire project, I came to know about both the weaknesses 39

and strengths of the company. Some of the strengths are Good network & connectivity Wide categories of Value Added Services High Brand Image. Better distribution channel. But its the weaknesses, which provides opportunities to grow and improve. For any company if these are not looked upon strategically in time, it may lead to decrease in companys market share. In todays price sensitive market, Airtel needs to come up with new innovations at regular time intervals. This may provide Airtel the first mover advantage, over its competitors. The new improved value vouchers in the market will certainly help the company to serve all the segments (customers) in a better way. The Value Added Services with competitive price tags may enhance its usage by the customers, because masses may not be able to access this VAS at present price. At last I can say that, it has been a great experience for me working with the cooperating staff of AIRTEL.

limitations
Many customers were not interested in giving feedback.
40

 During survey I had to wait in point of sales for customers, sometimes no customers for whole day. Most of the customers visiting had no time to fill questionnaire.

Most of the time when I asked customers to fills the form they started talking about their problems and asked me to solve the problems they were facing instead of filling the form.

As Airtel has very wide customer base from higher educated class to small uneducated businessman, so they were not able to answer properly.

BIBILIOGRAPHY
There are several sources which provided me the valuable information about airtel. This information helped me in enhancing the affectivity of this presentation. 41

My valuable sources for primary data collection were Questionnaire. The source of collecting Secondary data were- www.google.com www.airtel.in Business Today magazine Business Outlook magazine Economic Times Business Standard

QUESTIONNAIRE FOR THE RETAILER

Questionnaire
Name of Retail Outlet Contact Person . 42

Contact No.. Address Q.1. Which operators connection do you sell? 1. Airtel 3. Vodafone 5. Tata Indicom 2. Idea 4. BSNL 6. Reliance

Q.2. What is the activation status of each operator (according to last 3 months Sales)? 1. Airtel 3. Vodafone 5. Tata Indicom 2. Idea 4. BSNL 6. Reliance

Q.3. Do you know about the value vouchers? 1. Yes 2. No Q.4. Which of the following are the common selling vouchers in the market? 1. Night Chat 3. Local Call rate reduction reduction 2. SMS Pack 4. STD/ISD Call rate

Q.5. Do you know about the Value Added Services of Airtel? 1. Yes 2. No Q.6. Which of the following common Value Added Services is in demand (please rank)? 1. Hello Tunes 3. Ring tones 5. GPRS 2. Call Conference 4. Missed call alert 6. Call divert

Q.7. How many Music Shops Airtel has launched? 43

1. 10,000 3. 15,000

2. 12,000 4. 18,000

Q.8. What new features you expect to be in the Value Added Services? 1. 2. 3. Q.9. What new features you expect to be in the Value Voucher? 1. 2. 3. Q.10. Are you happy with Airtel services? 2. 1. Yes No

Q.11. Any Suggestions?

Remarks:

QUESTIONNAIRE FOR THE CUSTOMER

Questionnaire
Name of the customer Contact number.. 44

Address.. Q.1.Which of the following services you are availing? 1. Prepaid services 2. Postpaid services Q.2. Which operators services do you avail? 1. Airtel 3. Vodafone 5. Reliance 2. Idea 4. Excel 6. Tata Indicom

Q.3. Are you satisfied with the services? Give reason(s)? 1. Yes 2. No Q.4. Would you like to switch over to other service provides? 1. Yes 2. No Q.5. Do you Know about Value Added Services? 1. Yes 2. No Q.6. What features you expect VAS, to be launched? 1. 2. Q.7. Do you know about Value Vouchers? 1. Yes 2. No Q.8. What changes you want to have in value vouchers? 1. 2. 3. 45

Q.9. What is your basic requirement for Mobile Phone? 1. 2. 3. 4. Only for incoming calls Only for outgoing calls For outgoing in night More SMS

Q.10. What is your usage pattern of mobile phone? 1. 2. 3. 4. 5. Only local calls Only STD calls More local less STD/ISD Less local More STD/ISD Equally local & STD

Q.11 How often you travel in Roaming? 1. Frequently 3. Monthly 5. Annually Q.12. Age Group 11-24 25-55 56-Above Q.13. What is your occupation? 1. Govt. Employee 3. Professional 5. Others 2. Business 4. Self Employee 2. Weekly 4.Quarterly 6. Uncertain

Q.14. What is your monthly expenditure on mobile phone? 101-500 501-800 801-2500 2501-Above Any Suggestion:46

Remarks:-

47

48

49

50

51

52

53

54

55

56

57

58

59

60

61

62

63

64

65

66

67