A

On

CUSTOMER ACQUISITION & RETENTION OF AIRTEL CUSTOMER IN PUNE

Submitted By: Tamhane Nikhil GHRIMR Mba 2nd year

Roll No- 183

TABLE OF CONTENTS

1. Introduction

2. Objectives 3. Methodology 4. Company Profile 5. Literature survey 6. Data presentation 6.1 Data collection 11

4 6

18 23 23

6.2 Data analysis 7. Conclusions 8. Limitations / future scope 9. Recommendations

28 40 42 44

10. Bibliography 11. Annexure

46 48

Introduction of project

INTRODUCTION

TELECOM HISTORY SINCE 1842 TILL NOW

With the dramatic changes in interpersonal communication over the past decade, Internet messaging has emerged as the primary medium for transferring information quickly, inexpensively, and reliably. However, the growing popularity of wireless telephones has added another dimension to the communications equationmobility. As more Indians rely on cellular communication, this market is expected to see explosive growth over the forecast period. Lets have a review of telecommunication History:-

TELECOM HISTORY
1842: Wireless by conduction 1843: Early electromagnetic research, wireless by induction 1865: Induction and Dr. Loomis Early radio discoveries 1879: D.E. Hughes and the first radio-telephone reception 1880: The photo phone and the first voice radio-telephone call

1880 to 1900: Radio development begins in earnest 1910: The first car-telephone 1924: The first car-mounted radio-telephone 1937: Early conventional radio-telephone development

The modern era begins 1946: The first commercial American radio-telephone service 1947: Cellular systems first discussed 1948: The first automatic radio telephone service 1969: The first cellular radio system 1973: The Father of the cell phone 1978: First generation analog cellular systems begin 1980: Growth of Japanese cellular development 1981: NMT -- the first multinational cellular system 1982: The rise of GSM 1990: North America goes digital: IS-54

Wireless by conduction
On October 18, 1842, Morse laid wires between Governor's Island and Castle Garden, New York, a distance of about a mile. Part of that circuit was under water. But before he could complete this demonstration a passing ship pulled up his cable, ending it seemed, his experiment. Undaunted, Morse proceeded without the cable, passing his telegraph signals through the water itself. This is wireless by conduction.

Over the next thirty years most inventors and developers concentrated on wire line telegraphy, that is, conventional telegraphy carried over wires suspended on poles. Few tinkered exclusively with wireless since a basic radio theory had not yet been worked out. Telegraphy, however, did produce a good understanding of wireless by induction since wires ran parallel to each other and often induced rogue currents into other lines.

Objectives

OBJECTIVE OF THE STYDY

o To study the consumer trends in telecommunication sector.

To study consumer decision-making & preferences.

To study the level of customer satisfaction in Airtel.

To study the market potential.

o o

To understand the needs of different consumer segments.

Comparative study of different mobile companies.

To know why some retailers dont sell new connections of Airtel.

To retain broadband connection users and enquiry about their satisfaction.

LIMITATIONS

The present study is subjected to following LIMITATIONS.

1. Method of data collection was through personal interview and therefore bias becomes a major limitation. 2. Due to the time constraints all the customers were not covered. 3. The sample was restricted to 50 customers, which may restrict the scope and completion of study. 4. The scope of study is restricted only to Pune.

Organisation Profile

COMPANY PROFILE

Airtel comes to you from Bharti Cellular Limited - a part of integrated telecom conglomerate, Bharti Enterprises.

the biggest private

Bharti provides a range of telecom services, which include Cellular, Basic, Internet and recently introduced National Long Distance. Bharti also manufactures and exports telephone terminals and cordless phones. Apart from being the largest manufacturer of telephone instruments in India, it is also the first company to export its products to the USA. Bharti is the leading cellular service provider, with a footprint in 15 states covering all four metros and more than 7 million satisfied customers.

VISION:
To make mobile communications a way of life and be the customers' first choice.

MISSION:
We will meet the mobile communication needs of our customers through: Error-free service delivery Innovative products and services Cost efficiency Unified Messaging Solutions

CORE VALUE:
We will delight our customer with our simplicity, speed & innovation. We will honours our commitment. We will follow the highest standard of professional integrity & behaviour. We will respect individual, build winning teams and lead by example. We will create a fun filled and friendly workplace.

AIRTEL MOBILE COMMUNICATIONS LIMITED

Bharti Tele-Ventures Limited was incorporated on July 7, 1995 for promoting investments in telecommunications services. Its subsidiaries operate telecom services across India. Bharti Tele-Ventures is India's leading private sector provider of telecommunications services based on a strong customer base consisting of 7.42 million total customers, which constitute, 6.76 million mobile and 657,000 fixed line customers, as of April 30, 2004.

Bharti Tele-Ventures vision for its mobile business is To make mobile communications a way of life and be the customers first choice.

The mission is to meet the mobile communication needs of the customer through 1) error free service 2) Innovative products and services and 3) cost efficiency. The Companys strategic objective is to consolidate its leadership position amongst the mobile service providers in India. The Indian mobile market, according to the COAI, has increased from approximately 1.2 million subscribers as of March 31, 1999 to approximately 29.21 million subscribers as of June 30, 2004. Despite this rapid growth, the mobile penetration rate in India, at approximately 2.8% as of June 30, 2004, is significantly lower than the average mobile penetration rate in other Asian and international markets. The number of mobile subscribers in India is expected to show rapid growth over the next four years. By 2006 it is projected at 50 million by COAI and 44 million by Gartner. Bharti Tele-Ventures believes that the demand for mobile services in India will continue to grow rapidly as a result of the following factors:

Lower tariffs and handset prices over time;

Growth in pre-paid customer category;

Greater economic growth and continued development of India's economy;

Higher quality mobile networks and services; and

Greater variety and usage of value added services.

Bharti Tele-Ventures, through its subsidiary has the licenses to provide GSM services in all the twenty-two telecom circles in India. It proposes to consolidate all its subsidiaries providing mobile services under Bharti Cellular Limited. As of June 30, 2004, approximately 92% of India's total mobile subscriber market resided in the Company's sixteen mobile circles, which collectively covered only 56% of India's land mass.

AIRTEL DISTRIBUTION SYSTEM

DISTRIBUTION SYSTEM A proper distribution system is very important for every company because now a days the customer wants full service without any pain. Airtel has a deep penetration in the market of prepaid cards, coupons, easy recharge and postpaid cards. I also seen in the market the happy faces of customers and retailers of Airtel because of the easy availability of Airtel cards and coupons.

BENEFITS OF GOOD DISTRIBUTION SYSTEM 1. Easy availability 2. Satisfied customers 3. Competitive advantage 4. Better market reputation 5. Saves time

DISTRIBUTION SYSTEM OF AIRTEL 1. Organisation (C&FA's) 2. Distributor 3. Retailer 4. Customer

Organisation C&FA

Distributor Several FOS FOS FOS FOS

Different Different Different Retailers Retailers Retailers

ORGANIZATION STRUCTURE

Organisation of AIRTEL provides services through FSO (Full Service Outlets) and DSA (Direct Sales Agent)

MANAGEMENT HIERARCHY AT AIRTEL

"MANAGEMENT HIERARCHY" CHIEF SALES AND MARKETING OFFICER

VICE PRESIDENT MARKETING STRATEGY

VICE PRESIDENT SALES PLANNING

CHIEF GENERAL MANAGER

CIRCLE SALES & MARKETING HEAD

DISTRICT OPERATION HEAD

PRE PAID HEAD CIRCLE

MARKETING HEAD

CHANNEL OPERATION MANAGER

PRE PAID MANAGER

MARKETING SUPPORT MANAGER -A MARKETING SUPPORT MANGER -B

THREE TYPES OF SALES: 1. Primary Sales - Organisation to Distribution of Prepaid, Postpaid Cards, Coupons, easy recharge etc. 2. Secondary Sales - Distributor to Retailers 3. Tertiary Sales - Retailer to Customer.

PROCEDURE OF ACTIVATION OF PREPAID CONNECTION: Dealer (Confirms on 570)

FOS (Saw that the form is completed and has Accessory papers

Distributor (Activates the card)

PROCEDURE OF ACTIVATION OF POSTPAID CONNECTION: Dealer (Collects of Cash and facilitates in Competition)

FOS (Collects the Form)

Distributor (Activates the card)

MOBILFOOTPRINT
The map below depicts the location of, and provides certain information for, Bharti TeleVentures' existing mobile circles in India:

SOURCE:
(1) Population estimates are as per National Census, 2001 and are as of March 1, 2001. The population for Uttar Pradesh (West) circle is approximately 37% of the total population for the state of Uttar Pradesh. (2) Mobile subscriber statistics are as of June 30, 2004 and are based on data released by COAI. Mobile market size comprises the total number of mobile subscribers of all the service providers in a circle. (3) Demographics of Maharashtra and Tamil Nadu do not include demographics of state capitals (metros) Mumbai and Chennai respectively. (4) Demographics of Haryana does not include Faridabad & Gurgaon as they are included in Delhi & NCR. Similarly demographics of Uttar Pradesh (West) & Uttaranchal does not include Noida & Delhi as they are included in Delhi NCR. The significant growth in the Company's mobile business has been through a combination of organic growth and acquisitions of additional licenses and has been summarized below. The information given below is for the total market and is not representative of our market share or network coverage. 1) 2) 3) Comprises the circles of Maharashtra and Goa.

Comprises the circles of Delhi, Himachal Pradesh, Karnataka and

Andhra Pradesh.

Comprises the circles of Delhi, Himachal Pradesh, Karnataka, Andhra Pradesh and Chennai.

4) 5)

Comprises

the

sixteen

operational

circles

of

Bharti

Tele-Ventures.

Based on data released by the COAI on the total number of persons subscribing to mobile services in our licensed areas.

Concept and Methodology

RESEARCH METHODOLOGY: Research problem:

To study consumer trends, behaviour, preferences and level of satisfaction in Airtel communication Ltd. The study was conducted in Delhi with sample size of 50 and sample units were suppliers and Consumer of mobile connection

Research Objectives:
o o o o o o o To study the consumer trends in telecommunication sector. To study consumer decision-making & preferences. To study marketing strategies adopted by Airtel. To study the level of customer satisfaction in Airtel. To study the market potential. To study customer purchase decision behaviour. To understand the needs of different consumer segments. Comparative study of different mobile companies.

Research Design
The following methodology was adopted for the study purpose:

Type of research:
Descriptive and qualitative research design were used while conducting the project. Sampling Design was taken by the researcher as the Research design. The major purpose of the study is to describe the state of affairs as it exists at present. The study was based on the facts or information already available, & analysis of this available information make a critical evaluation of the material.

Research Method/Technique:
In the project report the researcher used following techniques while conducting his study: Analysis of documents Survey Method: A market survey was done on life insurance companies. Interview (Personal): Both open and closed ended (unstructured) questions were asked while taking some information from the users of the cellular at DELHI. Questionnaire (Structured): A structured designed comprehensive questionnaire was framed and pretested for data collection from the customer of mobile

Research Data
Data is the key activity of marketing research. The design of the data collecting method is backbone of research design. Data constitute the foundation of statistical analysis and interpretation. Hence the first step in statistical work is to obtain data. Data can be obtained from two important sources, namely: 1. Primary Data Secondary Data

2.

Primary Data:

Primary data are gathered for the specific purpose or for a specific research project, consist of original information for the fulfilment of project objective. When the data are required for the particular study can be found neither in the internal record of the enterprises nor in published sources. In some cases it may become necessary to collect original data. Primary data can be collected in four ways:1. Observation

2.

Survey

Secondary Data:
Secondary data are the data, which already exists somewhere. Secondary data provide starting point for research and after that the advantage of low cost and ready availability. Secondary data can be divided into two types: 1. Internal data 2. External data When researcher uses the data that has already been collected by other data are called secondary data. Secondary data can be obtained from journals i.e. internal sources report, government publication and books, professional bodies etc. Internal data are reports and memos generated within an organisation to facilitate its operations and annual report. External data are those specially produce for outside consumption.

Sources from which the researcher has taken the secondary data are as under:
1. Direct observation 2. Airtel website 3. Books for marketing management 4. Surveys and customer data & report 5. Airtels customers care office 6. Airtels Brouchers

SAMPLE DESIGN Area of Sample:

The areas covered up in this survey was PUNE

Selection of units under study

Sampling Units from PUNE were suppliers and Consumer of mobile connection

Source list (Sampling Frame) SUPPLIERS: 10 CUSTOMERS: 40 Sample size: 50 Sampling Procedure: Probability Sampling (Simple Random Sampling)

Data Analysis

DATA ANALYSIS AND INTERPRATION

(1)

Do you have own mobile connection?

A. Yes B. No.

14

Having Mobile

Not having mobile

86

The data shows that the total sample size of 50 people taken for research out of which 86% of persons keep mobile with them. Sample size - 50

Having mobile Yes No

Respondent 43 7

(2)

Which kind of phone you would like use?

Land line Mobile

The data shows that the total sample size of 50 people taken for research out of which 50% of persons like to use land line phone and 30% person like to use mobile and rest 20% person like to use WLL. Sample size - 50

CONNECTION LANDLINE MOBILE WLL

Respondent 25 15 10

(3) Which age group you belong to? (a) (b) (c) 15-20 20-25 25-35 35- above

(d)

15-20 20-25 25-35 35-above

The analysis shows that 14% people from 15- 20 age group, 8% persons from 20-25 age group, 36% persons from 25-35 age group, and 42% of people from 35-above age group keep mobile with them.

Sample size - 50

Age 15-20 20-25 25-35 35-above

Respondent 7 4 18 21

(4) What occupation do you have? (a) Business (b) Professional (c) Government Employee (d) Student

25 20 15 10 5
Occupation

0
a b c d

The data shows that 50 persons are from, 23 persons are professionals, 16 persons are Private and 5 persons are found retirement 6 person are government employee to consume mobiles.
Sample size - 50 Occupation Professional Private Retirement Government Respondent 23 16 5 6

(5) Which connection would you prefer?

(a) MTNL (b) Airtel (c) Orange/ Hutch (d) BPL (e) Reliance

30 25

20
15 10 5 0
preferences

When the preferences for mobile phone connections were asked, results drawn that 40% of persons prefer to take BSNL because they believe in BSNLs better coverage & cheaper rates after BSNL, 20% of people opt Reliance services because of its cheaper rate and flexible schemes, then Airtel is only 25% but there is very high recommendation for its better connectivity. Airtel is rich in attractive schemes and plans for business persons and persons related to corporate world.

Sample size: 50
Phone Connections Airtel BPL MTNL OTHERS Respondent 20 8 12 10

(6) You would like to take prepaid connection or Post paid connection?

a. Prepaid b. Post paid

Airtel Competitor's Airtel Competitor's Airtel Lapu Competitor's market % market% market% Market% % Lapu % Careters meeting Pt. Final Touch Naaz photo comm. Tone & melodies Milan comm. Aalamcomm. Vijay electronics Aman comm. Rose comm. 40% 67% 36% 45% 38% 45% 38% 42% 43% 60% 33% 64% 55% 63% 55% 62% 58% 57% 45% 45% 42% 43% 43% 57% 38% 40% 29% 55% 55% 58% 57% 57% 43% 63% 60% 71% 41% 45% 43% 40% 38% 29% 38% 38% 29% 59% 55% 57% 60% 63% 71% 62% 62% 71%

TOTAL

45%

55%

43%

57%

37%

63%

post paid 20%

pre paid 80%

The research study shows that almost people from the selected segment give priority to Post Paid connection, because of the flexibility and attractive plans for this market segment.
Sample size: 50
Connection Pre paid Post paid Respondent 40 10

Outlet name A 2 Z communication B.K.Marketing Santacruz mart Mobile villa Vakola Mall Matrix telecom Gupta Telecom Moon contacts Mobile city Konkan electronics TOTAL

Airtel market % 43% 64% 61% 68% 80% 37% 58% 74% 44% 58% 61%

Competitor's market% 57% 36% 39% 32% 20% 63% 42% 26% 56% 42% 39%

Airtel market% 40% 50% 9% 27% 40% 50% 38% 42% 33% 38% 24%

Competitor's Airtel Lapu Competitor's market% % Lapu % 60% 50% 91% 73% 60% 50% 62% 58% 67% 62% 76% 33% 40% 41% 44% 44% 30% 45% 53% 45% 43% 43% 67% 60% 59% 56% 56% 70% 55% 47% 55% 57% 57%

44%

46%

43%

40%

Mobile World Khurshid Comm. BABA Electronics Gift Shop Vakola Collection

43%

42%

Vijay Sales Manjeet Disc Star comm. Malik comm.

38%

48%

Highway international

43%

36%

Airtel market % Gala & sons Bharat telecom Praveen & sons Zarina general store Ravi communication Sai communication Quality inn Nirmals shop Andheri Shop Total 75.00% 75.00% 70.97% 64.52% 72.73% 75.00% 62.50% 76.47% 66.67% 72.27%

Competitor's market% 25% 25% 29% 35% 27% 25% 38% 24% 33% 28%

Airtel market% 53% 45% 56% 57% 55% 45% 52% 48% 50% 49%

Competitor's market% 47% 55% 44% 43% 45% 55% 48% 52% 50% 51%

Airtel Lapu % 60% 45% 56% 48% 48% 44% 56% 60% 43% 54%

Competitor's Lapu % 40% 55% 44% 52% 52% 56% 44% 40% 57% 46%

56%

67%

50% 58%

Gala & sons Bharat telecom

56%

Praveen & sons

63%

Zarina general store Ravi communication

73%

Sai communication
71%

Quality inn Nirmals shop

75%

Andheri Shop

Airtel market Competitor's % market% Nair Gallery Poonam Art Gallery Aman comm. Khar Internationals Saif business Unique telecomm. Antique Communications Harmain Entp.. Orpat watches Sindhi Mobiles TOTAL 55% 50% 63% 44% 26% 43% 54% 56% 56% 45% 50% 45% 50% 38% 56% 74% 57% 46% 44% 44% 55% 50%

Airtel market% 45% 44% 42% 33% 47% 36% 54% 42% 56% 40% 43%

Competitor's market% 55% 56% 58% 67% 53% 64% 46% 58% 44% 60% 57%

Airtel Lapu Competitor's % Lapu % 33% 43% 42% 31% 40% 67% 43% 43% 29% 38% 40% 67% 57% 58% 69% 60% 33% 57% 57% 71% 62% 60%

Nair gallery Poonam Art Gallery Aman comm. Khar internationals Saif Bussiness Unique telecom Antique comm. Harmain entp. Orpat Watches Sindhi Mobiles

Airtel market % Magic gallery Photo world Baba Telecom Gift Point Gift 4 U Arco electronics Marlboro telecom Star comm. Malik comm. Highway international 46% 40% 42% 48% 36% 43% 38% 43% 43% 44%

competitor's market% 54% 60% 58% 52% 64% 57% 63% 57% 57% 56%

Airtel market% 40% 40% 63% 5% 45% 35% 38% 30% 37% 29%

competitor's market% 60% 60% 37% 95% 55% 65% 62% 70% 63% 71%

Airtel Lapu % 31% 35% 36% 37% 29% 36% 36% 36% 39% 38%

competitor's Lapu % 69% 65% 64% 63% 71% 64% 64% 64% 61% 62%

TOTAL

43%

57%

38%

62%

35%

65%

44%

46%

43%

40%

43%

42%

38%

48% 43%

36%

Magic gallery Arco electronics

Photo world Marlboro telecom

Baba Telecom Star comm.

Gift Point Malik comm.

Gift 4 U Highway international

Amar Golden enterprises tel. Airtel prepaid connection stock Competitor's stock Airtel coupon value Competitor's coupon value Airtel Lapu value Competitor's Lapu value

Bharat stores

Kapil comm.

Plus Point comm.

Plaza comm.

New Star Kumail comm. comm.

Juhu general store 56% 44% 50% 50% 38% 63%

67% 33% 42% 58% 45% 55%

58% 42% 40% 60% 40% 60%

63% 38% 33% 60% 50% 50%

71% 29% 33% 67% 56% 44%

75% 25% 42% 58% 48% 52%

73% 27% 40% 60% 47% 53%

56% 44% 60% 40% 42% 58%

50% 50% 40% 60% 40% 60%

56% 50%

67%

58% 56% 63% 73% 71% 75%

Amar enterprises

Golden tel.

Bharat stores

Kapil comm.

Plus Point comm.

Plaza comm.

New Star comm.

Kumail comm.

Juhu general store

SALES OF DIFFERENT RETAILERS

S.No. 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. 13. 14. 15. 16. 17. 18. 19. 20. 21. 22. 23. 24. 25. Ginny Telecom Sodhi Selection Krishna Enterprises Balajee Medical Store Pastry Palace Sutech Photostat Mobile Gallery E-Zone Vikas Teleco Skyline Communication Kohli Associates Amit Cellnet Sunrise Communication Gurunanak Telecom Lambawatch Service Shri Balajee Communication Bharija Telecom Chabra Sons Gupta Telecom Goodluck Telecom Arora Telecom Baboo Music House Rincle Electronics Honest Telecom Prince Communication

Transforming Value 3000/a day 3000/a day 3000/a day 1000/a day 500/a day 1000/a day 2000/a day 4000/a day 1000/a day 1000/a day 5000/a day Don't Sell Lapu Don't Sell Lapu 3000/a day 5000/a day 500 / a day 1000/a day 1500 / a day 3000/a day 3000/a day 5000/a day 4000/a day 5000/a day 3000/a day 2000/a week

Doing (New Sim) 570 10 / a month 7 / a month 2 / a day Don't Sell Sim Don't Sell Sim Don't Sell Sim 12 / a month 10 / a month 5 / a month 5/ a month 12 / a month Don't Sell Sim Don't Sell Sim 15 / a month 4 / a day 15 / a month 4/ a month 10 / a month 3/a day 5/a day 2/a day 1/a day 2/a day 1/a day 2/a day

26. 27. 28. 29. 30. 31. 32. 33. 34.

Jyoti Telecom Hari Telecom Bansal Communication Verma Communication Sunny Sound Diksha Network Gogia Telecom Urvashi Sharma Telecom

5000/a week 3000/a day 3000/a day 5000/a week 2000/a day Don't Sell Lapu 7000/a month 3000/a day 5000/a day

2/a day 1/a day 2/a day 1/a day 1/a day Don't Sell Sim 3/a month 2 /a day 1/a day

SWOT ANALYSIS OF AIRTEL

Strengths
INVESTORs FAITH: Investors faith in Airtel that causes huge monetary support. STRONG ADMINISTRATION: Under the leadership of Bharti Cellular Ltd Airtel proved themselves as an well-organized & administrative company. BRAND NAME: Airtel as a brand is the synonym of success. It is the largest private limited organization of India.

Weakness
Lack Of Co-Ordination Between Deptt. Lack of Choice of Good Pre-paid numbers like XXYY numbers like others providing.

Opportunity
favourable TARRIFS: Newly issued tariffs are suitable for Airtel so they can easily modify their tariff plans according to it and gain customer attraction.

Threats
tough COMPETITION: Airtel has to face a tough competition with existing market leaders like Reliance (Reliance is providing Free Outgoing also) Hutch, Idea, Dolphin and Trump.

FINDINGS Airtel FSO

FSO - Full Service Outlet Basically for providing customer services in terms of their queries to build good relation with customers to reach a point of customer satisfaction. Building good customer relation does not only help in expanding sales but also helps in knowing the customer better and knowing the customer further leads to acknowledgement of tastes & preferences of the customer.

One of the various ways to reach the customer is through franchisee. It helps the customer to be in touch with a particular business. The franchisee should be at many places to build a strong relation with all segments of customer. It must also have many customer executives so that there are enough people to attend all customers and time can be saved. It leads to instant help to the consumer to be happy and satisfied and the sole purpose of marketing "Customer Satisfaction is achieved.

OUTLOOK OF THE FRANCHISEE:

The franchisee was having transparent glasses outside so that anybody can look in that its open from outside from inside the franchisee was beautifully furnished with furniture. Most of the things there was of Red, black and white colour which are colours of Airtel. The franchisee was centrally airconditioned and have all the necessary things which customer needs like sufficient number of seats, drinking water etc.

INTERACTING WITH THE CUSTOMER'S

All the customer's were treated well, when they enters the franchisee the executives greets them. All the executives there listens the customer query very patiently and try there level best to solve it they send the customer to the floor manager. For eg.: For the new connection - The executives first listening to the customer patiently (his needs and preferences) than tell them postpaid and prepaid connection plans which most suited to the customer and helps them to choose the best for them, on the basis of their budget, for what purpose they are buying, how often he will use it etc.

SERVICES PROVIDED BY Franchisee:

New Postpaid and prepaid connection New SIM issue Duplicate SIM issue. Coupons and Easy recharge (Value) Bill deposit (In cash and cheque) Solving Customer queries Migration of prepaid connection to postpaid connection and vice versa Name and Address change of postpaid connection Activation of Roaming and STD

Bill details Changing of plans Disconnection of plan Mobile problems Queries regarding broadband, GPRS Queries regarding Land line phone

OBSERVATION:
The executives there were not fully aware of all plans. For eg. the executives was not aware that Rs. 2,000 prepaid Connection in which the customer's get two years incoming validity was still going on, he come to know about it when the customer said that he got a message from Airtel today about this plan. Customer's of new connection were very unhappy that there connection will be activated after a weak. Customer's were not satisfied with the Airtel services. Customer care number doesn't connects easily, it takes a lot of time to connect some-times a day to speak with executive. Many fraud cases were coming. Most of the people are opting for postpaid connection instead of prepaid connection postpaid and prepaid connection plans which most suited to the customer and helps them to choose the best for them, on the basis of their budget, for what purpose they are buying, how often he will use it etc.

Most of the people were opting for Rs. 1399 advance rental plan of 2 years. Many customers were demanding for corporate connection but the executives said that individual connection of corporate is not possible; they should be atleast five connections. People were very happy with add-on scheme of postpaid and also opting for it. The franchisee sells 7 to 9 postpaid and 3 to 5 prepaid connection daily. Many customer's were coming for making adjustment in their bill plan or amount. Many customer's were coming with the problem that the plan they are assigned was not opted by them. Radio-connectivity of their system was getting very slow again and again by which the customer's were getting irritated. The customer's who need prepaid connection were getting less preference in comparison to the customer's who need postpaid connection. The customers were very happy with Airtel scheme in which the customer can make the payment through bank automatically every month by filling ECR form.

CONCLUSION

Good services is the way to retain the clients

AIRTEL CONNECTIONS ARE SELLING BECAUSE OF BEST NETWORK COVERAGE. GOOD RELATIONSHIP OF FOS. & REATILER IS BEING HELPFUL IN SELLING. LARGE MARKET COVERAGE, EASY AVAILABILITY OF COUPONS. CUSTOMER CARE NUMBER DOES NOT CONNECTS EASILY AND EXECUTIVES THERE WERE ALSO NOT AWARE OF THE SCHEMES.

RECOMMENDATION
The company should go ahead with aggressive marketing. They should light competition on 1. Awareness level. 2. Pricing strategy.

Thus, the recommendations fir these are as follows: 1. AWARENESS (a) (b) The company should sponsor local programs. The company should arrange briefing sessions at prominent clubs such as LIONS CLUB and ROTARY CLUBS etc. (c) The company should organize awareness quizzes through Newspapers, Magazines & announce suitable rewards accordingly. (d) The company should distribute, l eaflets of AIRTEL Cellular in posh colonies of DELHI.

2. PRICING STRATEGY
(a) The company should look the strategies of the competitive companies. (b) The company should try its level best to keep the price low as compare to competitors. (c) The schemes should be updated as per the needs and occasions

BIBLIOGRAPHY

BOOKS Marketing Management by Philip Kotler 9th Edition

Research Methods for management by Dr. S. Shajahan 2nd Edition

Principal & Practice of Management by L.M. Prasad, 4th Edition.

REFRENCES AIRTELs reports Books & magazine on mobile communication

WEBSITES & SEARCH ENGINE www.airtelworld.com www.bhartiteleventures.com www.researchandmarket.com www.info-shop.com www.smartmobs.com www.yahoosearch.com

QUESTIONNAIRE

SURVEY OF AIRTEL

Dear Sir/Madam, We are thankful to you for patronizing AIRTEL. We hope that you are satisfied with the product and quality of the services offered by the Airtel. As there is always scope for improvement, we would like to get your opinion in these areas. I would, therefore, request you to kindly assist us in our efforts by sparing a little time to give us your valuable feedback and suggestions in the feedback form below. Please do not hesitate to inform us of any observation that you think may be relevant. We assure you that we would try to come up to your expectations.

Name: Sex : Age:

Occupation: .... Address: Contact Number: +91989

1. WHICH PRODUCTS OF AIRTEL THEY WERE SELLING AND WHICH NOT? __________________________________________________________________ __________________________________________________________________ _____________________________________________

2. WHY WERE THEY NOT SELLING THAT PARTICULAR PRODUCT. __________________________________________________________________ __________________________________________________________________ _____________________________________________

3. WHAT ARE THE DIFFICULTIES FACED DURING SELLING THE PRODUCTS. __________________________________________________________________ __________________________________________________________________ _____________________________________________

4. WHAT IS THE LEVEL OF STOCK MAINTAINED BY THEM.

__________________________________________________________________ __________________________________________________________________ _____________________________________________

5. THEIR FEEDBACK IN COMPARISON WITH THE COMPETITORS.

_____________________________________________________________________ _____________________________________________________________________ _______________________________________