Industry Profile: Part-A

A Study on Marketing Strategies with Special reference to Bharti AirTel
PART-A
1. INDUSTRY PROFILE Industry Overview
Indian telecom is more than 165 years old, beginning with the commissioning of the first telegraph line between Kolkata and Diamond Harbour in 1839. In 1948, India had 0.1 million telephone connections with a telephone density of about 0.02 telephones per hundred population. As of June 2007, there were 225.21 million telephone (including cellular mobile) connections in the country with a telephone density of 19.86 telephones per hundred population. Out of total 225.21 million telephone connections, 185.13 million (nearly 82 percent) connections pertained to wireless and mobile phones.
Telecommunications is one of the prime support services needed for rapid growth and modernization of various sectors of the economy. It has become especially important in recent years because of enormous growth of Information Technology (IT) and its significant impact on the rest of the economy. India is perceived to have a special comparative advantage in IT and in IT-enabled services. However, sustaining this advantage depends critically on high quality telecommunication infrastructure. It is equally important to speed up structural changes in this sector in line with trends in other countries to ensure that telecommunication services are not only made available on the scale needed to sustain rapid growth in the economy as a whole but also that their cost are in tune with the expectations of a modernizing economy.
Telecom sector is considered to be one of the most vibrant sector with the highest growth rate which has nearly more than 60 lakh customers added every month. Today the Indian telecommunications network with over 270 million connections is the third largest in the world and the second largest among the emerging economies of Asia. Over the last few years the sector has witnessed high growth rates. The current addition of about eight million lines per month plus the telecommunications sector is on a strong footing to achieve the target of 500 million connections by 2010.
Department of Management Studies, M.S.Engineering College Bangalore
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A Study on Marketing Strategies with Special reference to Bharti AirTel INDIAN CELLULAR MARKET Talking of telecommunications sector in India today, we can primarily identify two segments namely Fixed Service Provider (FSPs) and Cellular Services. Some of the essential and basic telecom services forming part of Indian telecom industry include telephone, radio, television and Internet. Telecom industry in the country lays a special emphasis on some of the advanced and the latest technical innovations like GSM( Global System for Mobile Communications), CDMA(Code Division Multiple Access), PMRTS(Public Mobile Radio Trunking Services), Fixed Line and WLL(Wireless Local Loop ). Especially, India has a flourishing market in GSM mobile service, while the number of subscribers is on rapid and dramatic increase. The Indian telecommunications industry boasts as being one among the most rapidly growing chunks on the globe. Experts around the world estimate that India holds the promise of emerging as the second largest telecom market of the world. Business Monitor International has stated that at present, India is adding up about 8-10 million mobile subscribers every succeeding month. Estimates have revealed that by June2012, almost half Indias population will be in possession of a mobile phone. This will result in about 612 million mobile subscribers, making up a teledensity of about 51 per cent by the year 2012. Over and above, a study undertaken by Nokia has brought out that the communications sector will grow as the single largest chunk of the Indias GDP making up about 15.4 per cent by the year 2014. Today, India is the largest market in the world adding up a dramatic number of about 20 million mobile subscriber lines every month in an average. On the other hand, the number of landlines is found gradually decreasing. At the end of the first quarter in 2010, we find that the overall telecom subscriber penetration has gone up by more than 52 %. Though this might occur as a relatively low volume compared with a number of other nations, this comes as a quantum leap noting the figures recorded a few years back. Mumbai and Delhi (NCR) enjoy the status among a few other metro areas around the globe boasting of more than 25 m mobile subscribers in each of these regions. At present, The FDI cap in the telecom sector in India is 74 %. In a recent move, UKs Vodafone Group has purchased a 52 % stake in Hutchison Essar, the fourth largest mobile
Department of Management Studies, M.S.Engineering College Bangalore Page 2
A Study on Marketing Strategies with Special reference to Bharti AirTel service provider in the country. Bharti Airtel has the credit of being the first Indian operator to cross a subscriber base of 50 million. It is predicted that mobile number portability (MNP) will be available throughout India by the second quarter of 2010, initially in the cities of Chennai, Delhi, Kolkata and Mumbai, the four metros of India. Also, 3G (third generation) mobile services are found being introduced in all the major cities across the nation. The country has auctioned three 3G spectrum slots to private bidders. However, the number of subscribers for broadband connections is increasing at a slow pace. HISTORY OF CELLULAR TELEPHONY: 1947: Bell Laboratories introduced the idea of cellular communications with the police car technology. 1947: The basic concept of cellular phones began, when researchers looked at crude mobile (car) phones and realized that by using small cells (range of service area) with frequency reuse they could increase the traffic capacity of mobile phones substantially. However at that time, the technology to do so was nonexistent. 1968: AT&T and Bell Labs proposed a cellular system to the FCC of many small, low-powered, broadcast towers, each covering a 'cell' a few miles in radius and collectively covering a larger area. Each tower would use only a few of the total frequencies allocated to the system. As the phones traveled across the area, calls would be passed from tower to tower. 1973 (April) : The first call on a portable cell phone is made by Dr Martin Cooper, a former general manager for the systems division at Motorola, who is also considered the inventor of the first modern portable handset. 1977: AT&T and Bell Labs had constructed a prototype cellular system. A year later, public trials of the new system were started in Chicago with over 2000 trial customers. 1979: The first commercial cellular telephone system began operation in Tokyo.
A Study on Marketing Strategies with Special reference to Bharti AirTel 1980: Analog cellular telephone systems were experiencing rapid growth in Europe, particularly in Scandinavia, United Kingdom, France and Germany. Each country developed its own system, which was incompatible with everyone else's in equipment and operation . 1982: FCC authorizes commercial cellular service for the USA. The Conference of European Posts and Telegraphs (CEPT) formed a study group called the Group Special Mobile (GSM) to study and develop a pan-European public land mobile system. 1983: The first American commercial analog cellular service or AMPS HISTORY OF CELLULAR TELEPHONY IN INDIA: 1992: Telecommunication sector in India liberalized to bridge the gap through government spending & to provide additional resources for the nations telecom target. Private sector allowed participating 1993: The telecom industry gets an annual foreign investment Rs 20.6 million 1995: 19 more telecom circles get mobile licenses 1995(August): Kolkata became the first metro to have a cellular network 1997: Telecom Regulatory Authority of India is set up 1998: Annual foreign investment in telecom stands at Rs 17,756.4 million. 1999: FDI inflow into telecom sector falls by almost 90% to Rs. 2126.7 million 1999: Tariff rebalancing exercise gets initiated 1999(March): National Telecom Policy is announced. 2000(June): FDI inflow drops further down to Rs 918 million coming. 2000 (January): Amendment of TRAI Acts (Telecom Regulatory Authority of India). After this Act telecom industry is controlled and regulated by TRAI only.
2. COMPANY PROFILE
2.A. BACKGROUND AND INCEPTION OF THE COMPANY
Bharti Airtel Limited, usually referred to simply as "airtel", is a Indian telecommunications company that operates in 19 countries across South Asia, Africa and the Channel Islands. It operates a GSM network in all countries, providing 2G or 3G services depending upon the country of operation. Airtel is the fifth largest telecom operator in the world with over 200 million subscribers as of October 2010. It is the largest cellular service provider in India, with over 143 million subscribers as of September 30, 2010. Airtel is the 3rd largest in-country mobile operator by subscriber base, behind China Mobile and China Unicom. It has a 29.00% market share of the GSM mobile service in India. Airtel also offers fixed line services and broadband services. It offers its telecom services under the Airtel brand and is headed by Sunil Bharti Mittal. Bharti Airtel is the first Indian telecom service provider to achieve this Cisco Gold Certification. To earn Gold Certification, Bharti Airtel had to meet rigorous standards for networking competency, service, support and customer satisfaction set forth by Cisco. The company also provides land-line telephone services and broadband Internet access (DSL) in over 96 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 and finance. Its network (base stations, microwave links, etc.) is maintained by Ericsson, Nokia Siemens Network and Huawei., business support by IBM and transmission towers by another company (Bharti Infratel Ltd. in India). 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 enabled the company to provide pan-India phone call rates of Rs. 1/minute (U$0.02/minute). Call rates have come down much further.[7] During the last financial year [2009-10], Bharti has roped in a strategic partner Alcatel-Lucent to manage the network infrastructure for the Telemedia Business.
A Study on Marketing Strategies with Special reference to Bharti AirTel The company is structured into four strategic business units - Mobile, Telemedia, Enterprise and Digital TV. 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. Sunil Bharti Mittal founded the Bharti Group. In 1983, Sunil Mittal was into an agreement with Germany's Siemens to manufacture the company's push-button telephone models for the Indian market. In 1986, Sunil Bharti Mittal incorporated Bharti Telecom Limited (BTL) and his company became the first in India to offer push-button telephones, establishing the basis of Bharti Enterprises. This first-mover advantage allowed Sunil Mittal to expand his manufacturing capacity elsewhere in the telecommunications market. By the early 1990s, Sunil Mittal had also launched the country's first fax machines and its first cordless telephones. In 1992, Sunil Mittal won a bid to build a cellular phone network in Delhi. In 1995, Sunil Mittal incorporated the cellular operations as Bharti Tele-Ventures and launched service in Delhi. In 1996, cellular service was extended to Himachal Pradesh. In 1999, Bharti Enterprises acquired control of JT Holdings, and extended cellular operations to Karnataka and Andhra Pradesh. In 2000, Bharti acquired control of Skycell Communications, in Chennai. In 2001, the company acquired control of Spice Cell in Calcutta. Bharti Enterprises went public in 2002, and the company was listed on Mumbai Stock Exchange and National Stock Exchange of India. In 2003, the cellular phone operations were rebranded under the single Airtel brand. In 2004, Bharti acquired control of Hexacom and entered Rajasthan. In 2005, Bharti extended its network to Andaman and Nicobar. In 2009; Airtel launched its first international mobile network in Sri Lanka. In 2010, Airtel began operating in Bangladesh and 16 African countries. Today, Airtel is the largest cellular service provider in India and fifth largest in the world. On 18, November, 2010, Bharti Airtel announced a re-branding campaign wherein, they would be referred as airtel, with a new logo.
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2.B. NATURE OF THE BUSINESS CARRIED

We are one of worlds leading providers of telecommunication services with presence in all the 22 licensed jurisdictions (also known as Telecom Circles) in India, and operations in Srilanka, Bangladesh and Africa. We served an aggregate of 207.8 million customers as of December 31, 2010; of whom 199.6 million subscribe to our GSM services and 3.2 million use our Telemedia Services either for voice and/or broadband access delivered through DSL. We are the largest wireless service provider in India, based on the number of customers as of December 31, 2010. We offer an integrated suite of telecom solutions to our enterprise customers, in addition to providing long distance connectivity both nationally and internationally. We also offer Digital TV and IPTV Services. All these services are rendered under a unified brand "airtel".
2.C. VISION, MISSION AND QUALITY POLICY

Vision & promise By 2015 airtel will be the most loved brand, enriching the lives of millions. Enriching lives means putting the customer at the heart of everything we do. We will meet their needs based on our deep understanding of their ambitions, wherever they are. By having this focus we will enrich our own lives and those of our other key stakeholders. Only then will we be thought of as exciting, innovation, on their side and a truly world class company." Mission We at Airtel always think in fresh and innovative ways about the needs of our customers and how we want them to feel. We deliver what we promise and go out of our way to delight the customer with a little bit more. Airtel Fair Usage Policy Airtels Fair Usage Policy is designed in such a manner that we continue to provide the best of internet experience to all our customers.
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A Study on Marketing Strategies with Special reference to Bharti AirTel Why a Fair Usage Policy? A very small number of customers use an excessive amount of the network bandwidth, to the extent that it can impair the experience of others. The intent of Airtel's Fair Usage Policy is to provide the optimum internet experience to all customers. What happens in Fair Usage Policy? Under the policy we have defined fair usage levels for unlimited data transfer plans and needless to mention, the usage levels set are very generous such that most customers will not be affected by the Fair Usage Policy. On reaching the fair usage level, the plan speed would be rationalized by up to 50% for the rest of the monthly billing cycle. You would also be redirected to a page which will inform you that the speeds for the rest of the billing cycle month would be as per the Airtels Fair Usage Policy. Whats the impact of Fair Usage Policy on data transfer limits? We assure you that the data transfer limits remain unlimited and no change has been made in the same.
2.D. PRODUCTS AND SERVICES PROFILE

1) PRODUCT PROFILE:-
Mobile
Experience total cost control, no rentals and easy billing with our postpaid and prepaid services. Explore the world with our roaming services and get absolutely cool offers with Airtel Live. Prepaid Enter the world of limitless possibilities with Airtel Prepaid. The service that helps you gives words to every feeling, an expression to every emotion. Postpaid Life becomes much simpler with your Airtel Postpaid. It gives you the unlimited freedom to reach out to people in your special way.
Home Phones
A Study on Marketing Strategies with Special reference to Bharti AirTel Experience a world class service and cutting edge technology with Airtel landline and our feature rich Wireless fixed line. Whats more, calling is made more fun and convenient with services and entertainment on Airtel. Fixed Line Airtel welcomes you to its world of telephony services, which offers you world class services with its cutting edge technology. Fixed Wireless Phone Avail of the convenience of a mobile phone on a fixed line, without any cables disturbing the ambience of your living room!
Broadband and Internet

Experience a world class service and cutting edge technology with Airtel landline and our feature rich Wireless fixed line. Whats more, calling is made more fun and convenient with services and entertainment on Airtel. Wi-Fi: Aspire Today Inspire Tomorrow One Airtel Offer Power of 16 Mbps IPTV Airtel Net PC Airtel PC Security
BlackBerry on Airtel
BlackBerry from Airtel is an 'always connected' wireless solution providing easy and secure access to your email and data .It can be constantly accessible on mail, talk on phone and surf the internet at the same time, schedule and coordinate appointments in the middle of meetings, raise approval request, log in orders, update business databases and stay connected to your colleagues, customers, friends and family from anywhere, anytime.
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Email on the go
Want to access information on your mobile? Airtel brings you Email on the go. You can choose from BlackBerry and Windows Mobile 5.0 depending upon the usage patterns, requirement and suitability. Windows Mobile 5.0 Windows Mobile extends the familiar Windows and Office experience to mobile devices, helps to maximize the users time and stay in touch with 'what' and 'who' matters to them. Airtel Easy Mail Airtel Easy Mail is an email solution which works on true PUSH technology enabling both the corporate as well as the individual customers to get their emails as it gets delivered to their mail boxes.
Wireless Internet
With Airtel Wireless Internet, youve the freedom to access the Internet anytime, anywhere across India. It enables Internet, Email & Office applications with real-time secure VPN access to corporate applications whilst on the move. Data Card This is a superior PC Data Card solution, which delivers wireless internet by EDGE and GPRS technologies. USB Modem Now get an instant access to internet and your corporate applications with our USB Modem.
Digital TV
Discover the magical experience of digital entertainment with Airtel. From DVD quality picture and sound, the best and widest variety of channels and programs to the best ondemand content on Airtel Live, your TV viewing experience change forever with digital TV from Airtel
Digital TV Interactive
Change the way you watch television with the most advanced technology in the world, digital TV interactive from Airtel. 'digital TV interactive' is the next-generation internetprotocol based TV Service with digital quality audio and video, a wide range of TV programming, video on demand services and a host of other amazing interactive features. Now demand what you want to watch, when you want to watch it.
2) SERVICE PROFILE:Bharti Airtel provides wide range of services both at individual prospective and corporate purpose. For individuals Various Services Provided by Airtel: MOBILE Experience HOME PHONES BROADBAND INTERNET EMAIL ON THE GO WIRELESS INTERNET For Corporate MOBILE PRI for COMPANY NAME/Group 1) PRI (PRIMARY RATE INTERFACE) 2) 30 Channels of 64 kbps on 2 pair of wires. OFFICE SOLUTION DATA & INTERNET 1) Host of Value Add Services 2) Voice Mail Service E-BUSINESS SERVICES SATELLITE SERVICES CARRIER SERVICES
INTERNATIONAL SERVICES
2.E. AREA OF OPERATION

Bharti Airtel across 19 countries. Airtel is the 5th largest mobile operator in the world in terms of subscriber base and has a commercial presence in 19 countries and the Channel Islands. Its area of operations includes: 3 countries in South Asia:

Bangladesh India and Sri Lanka
16 countries in Africa Burkina Faso Chad, Democratic Republic of the Congo Republic of the Congo Gabon Ghana Kenya Madagascar Malawi Niger Nigeria Seychelles Sierra Leone Tanzania Uganda and Zambia.
Channel Islands:

Jersey and Guernsey
Airtel owns 70 % of Warid Telecom in Bangladesh through a joint venture. Bharti Airtel Limited will take management control of the company and its board, and will relaunch the company's services under its own Airtel brand. The Bangladesh Telecommunication Regulatory Commission approved the deal on January 4, 2010. Airtel operates on the British Crown Dependency islands of Jersey and Guernsey, under the brand name Airtel-Vodafone, through an agreement with Vodafone. In India it is operating The Airtel subscriber base according to Cellular Operators Association of India (COAI) as of August 2010 was: Metros: Chennai, Delhi, Mumbai and Kolkata. "A" Circle: Andhra Pradesh, Gujarat, Karnataka, Maharashtra, Tamil Nadu "B" Circle: Haryana, Kerala, Madhya Pradesh, Punjab, Rajasthan, Uttar Pradesh (East) , Uttar Pradesh (West), West Bengal. "C" Circle: Assam, Bihar, Himachal Pradesh, Jammu and Kashmir, North Eastern States, Orissa airtel is the market leader in India with about 31.18% market share of 481 million GSM mobile connections as of August 2010.
2.F. OWNERSHIP PATTERN

Sunil bharti Mittal is the founder, chairman and group CEO of bharti enterprises, one of Indias leading business groups with interests in telecom, financial services, retail, realty, manufacturing and agriculture. Sunil started his career at 18 after graduating from Punjab University in India in 1976 and founded Bharti under sole sponsorship. Today, at 52, he heads a successful enterprise. Bharti
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A Study on Marketing Strategies with Special reference to Bharti AirTel AirTel, the flagship group company, has a market capitalization of approximately US$ 25 billion. The company also deploys, owns and manages passive infrastructure pertaining to telecom operations under its subsidiary Bharti Infratel Limited. Bharti Infratel owns 42% of Indus Towers Limited. Bharti Infratel and Indus Towers are amongst top providers of passive infrastructure services in India.
2.G. Competitors Information:

Bharti Airtel Limited subscribers according to March 2010 cell subscribers investigation is 12,76,19,314 with 23.91% market share. The competitors of Bharti Airtel as on March 2010(COAI report)
India GSM Cell Subscribers: Sl No. 1 2 3 4 5 6 7 8 9 Name of the Company Vodafone Esser IDEA BSNL Aircel Reliance Telecom MTNL Uninor Loop Mobile Stel Total Subscriber fig. 10,08,58,358 6,38,24,688 6,34,86,339 3,68,61,174 1,63,11,206 47,84,453 42,64,036 28,44,583 10,06,827 Market Share 23.91% 15.13% 15.05% 8.74% 3.87% 1.13% 1.01% 0.67% 0.24%
2.H. INFRASTRUCTURAL FACILITIES:

Infrastructure and Footprint
A Study on Marketing Strategies with Special reference to Bharti AirTel Our Data Centers are located in major Indian cities Bangalore, Chennai, Delhi & NCR, Mumbai and Pune. Over a quarter million of combined hosting space including space at major PoP locations. Facilities: Raised Floor (Several halls) Big UPS Rooms Battery Rooms HT Transformer Yard DG Yard Advanced safety and security instruments
2.I. AWARDS AND RECOGNITIONS

NDTV Profit Business Leadership Awards 2010 Top Telecom Company Sunil Bharti Mittal - Business Innovator of the Year Indias Most Innovative company - Wall Street Journal Most Preferred Cellular Service Provider - 2010 CNBC Awaaz Consumer Awards Tele.net Telecom Operator award Won in 6 out of total 14 categories. Few among them being: Most Admired company Best National Mobile operator Best Enterprise services Best Internet and Broadband operator Powerful Brand - Economic Times (the only corporate brand to be awarded the AAA rating) Bharti Airtel rated as Indias Best Enterprise Connectivity Provider- Users choice award Instituted by PC Quest Sunil Bharti Mittal Global Telecom Leader - Voice & Data magazine Philanthropist of the Year at Asian Awards 2010
A Study on Marketing Strategies with Special reference to Bharti AirTel Akhil Gupta, Deputy Group CEO and MD - Asia Corporate Dealmaker Award 2010 Manoj Kohli, CEO( International) & Joint MD - Telecom Man of the year - Tele.net Business world FICCI SEDF Corporate Social Responsibility Awards 2009-10 For the year 2009 - 2010 Bharti airtel rated as Indias Best Enterprise Connectivity Provider for 2009 at the Annual Users Choice Awards instituted by PC Quest. Bharti airtel has been recognized as the Best Global Wholesale Carrier for 2009 at the Telecoms World Awards Middle East by Terrapin. Airtel was rated as the Strongest Brand in the Economic Times Brand Finance Brand Power Rating 2009. It is the only Corporate Brand to be awarded the AAA rating Sunil Bharti Mittal conferred with the Lal Bahadur Shastri National Award for Excellence in Public Administration, Academics and Management. Airtel ranked second in the Economic Times-Brand Equity Most Trusted Brand Survey 2009. Bharti airtel ranked Indias second most valuable company, by Business Today in 2009. Bharti airtel listed in Forbes Asias Fabulous 50 companies, 2009 on number sixth position. Bharti airtel was recognized as the Service Provider of the Year and Wireless Service Provider of the Year at the Frost & Sullivan Asia Pacific ICT Awards 2009. Bharti airtel bagged the Best Carrier India Award and the Ovum Telco-Transformation Award at the Telecom Asia Awards 2009. Bharti airtel was ranked sixth among the top 100 best performing technology companies in the world, compiled by BusinessWeek for the year 2009. The company is placed ahead of global technology leaders like Apple (19), Microsoft (22) and Google (37) in this exclusive list. Sunil Mittal received the Madras Management Association (MMA) Business Leadership Award for 2008-09 for revolutionising Indian telecom. Bharti airtel received the Best Content Service Award for the airtel-IFFCO Farmer Information Dissemination Platform at the World Communications Awards in London. Bharti airtel has been recognized as the Best Global Wholesale Carrier for 2009 at the Telecoms World Awards Middle East. Telecoms World is one of the flagship annual
A Study on Marketing Strategies with Special reference to Bharti AirTel awards by Terrapin, one of the leading business media organizations for international telecom carriers and service providers. Bharti airtel has been ranked among six best performing technology companies in the world by Business Week. Bharti airtel was awarded the Most Preferred Cellular Service Provider Award at the CNBC Awaaz Consumer Awards 2009. Bharti airtel has been awarded the NDTV Profit Business Leadership Award 2009 in the Telecom Sector. NDTV Profit Business Leadership Awards have been instituted to award organizational excellence. The awards promise to acknowledge the best, the brightest and the most dynamic of Indian organizations that have emerged leaders in their respective verticals. Bharti airtel bagged top honours in the Voice & Data 100 Survey, winning five of the Voice & Data Telecom Awards 2009. Bharti airtel was named the Top Telecom Services Provider of the Year 2009. Manoj Kohli, CEO and Joint MD of Bharti airtel, was named the Voice & Data Telecom Person of the Year 2009. The Awards also named Bharti airtel, the Top VSAT Player 2009, the Top NLD Player 2009 and Top Cellular Services Provider 2009 Bharti airtel has recently won multiple recognitions in the field of Information Technology such as Spamhaus Group Whitehat Network Star, Security Strategist Award (Technology Senate 2009), Intelligent Enterprise Award (Technology Senate 2009) & CIO hall of fame.
For the year 2008 - 2009

Voted Indias most innovative company in a survey conducted by The Wall Street Journal in 2008 Winner of the Gallup Great Workplace Award- Gallup Consulting, 2008 2nd Most Trusted Service Brand - Annual Economic Times-Brand Equity, Most Trusted Brands survey 2008.
2.J. WORK FLOW MODEL:FINISHED PRODUCTS

RECEIVING OF THE CUSTOMER ORDERS FROM AGENCIES
ORDER PROCESSING
PAYMENT TERMS AND CONDITIONS
PREPARING INVOICE FOR CLEARING PAYMENT
DELIVERING OF THE PRODUCT FOR SALE
Decision on use of channel or intermediaries is a part of organizing the delivery system by AirTel; hence they choose the retail outlets or agents. Airtel lend for effective distribution to subscribers through the technology route and do not suffer a consternate in term of location. Close attention should be paid by airtel to the physical surrounding or atmosphere of the location.
2.H. FUTURE GROWTH AND PROSPECTS
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A Study on Marketing Strategies with Special reference to Bharti AirTel Managed Service: Managed services are another segment that is attracting telecom companies. On account of the rapidly growing subscriber base, service providers find it difficult to manage their infrastructure and network management operations. In such cases, they completely or partially outsource their infrastructure or network management operations. Infrastructure Sharing: To reduce their network deployment costs, many service providers are Considering infrastructure sharing offers the following advantages: Improved service quality. Increased affordability for customers. Faster roll out of services in rural and remote areas. Lower operating costs for service providers. Enterprise Telecom Services: Enterprise Telecom Services includes key services, such as voice over Internet protocol (VoIP), dedicated telecom communication systems; IT infrastructure enabled unified communication services, etc. Telecom service providers are increasingly targeting enterprises by providing dedicated services and are expected to witness major developments in near future. Virtual Private Networks: Virtual Private Network is a private data network that provides connectivity within closed user groups via public telecommunication infrastructure. Competition is likely to heat up in the VPN segment as DoT has relaxed the norms for private players. Third Generation (3G): The Indian government plans to auction the spectrum for 3G services by inviting bids from domestic as well as foreign players & creating a competitive environment that offers better services to consumers. Therefore, 3G spectrum is among the major investment opportunities and growth drivers of telecom industry. The immense potential for 3G is reflected by the 3040 percent annual growth in ValueAdded Services..
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A Study on Marketing Strategies with Special reference to Bharti AirTel WiMAX has been one of the most significant developments in wireless communication in the recent past. Since this mode of communication provides network access in inaccessible locations at a speed of more than 4 Mbps, it is expected to be a major factor in driving telecom services in India, especially wireless services. Thus, it will lead to the increased use of telecom services, Internet, value-added services and enterprise services. It is estimated that India will have 13 million WiMAX subscribers by 2012. Aircel is the pioneer in WiMAX technology in India.
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3. THEORY OF MCKINSEYS 7 S MODEL:

The Seven-Ss is a framework for analyzing organizations and their effectiveness. It looks at the seven key elements that make the organizations successful, or not: strategy; structure; systems; style; skills; staff; and shared values. Consultants at McKinsey & Company developed the 7S model in the late 1970s to help managers address the difficulties of organizational change. The model shows that organizational immune systems and the many interconnected variables involved make change complex, and that an effective change effort must address many of these issues simultaneously. The 7-S model is a tool for managerial analysis and action that provides a structure with which to consider a company as a whole, so that the organization's problems may be diagnosed and a strategy may be developed and implemented. The 7-S diagram illustrates the multiplicity interconnectedness of elements that define an organization's ability to change. The theory helped to change manager's thinking about how companies could be improved. It says that it is not just a matter of devising a new strategy and following it through. Nor is it a matter of setting up new systems and letting them generate improvements. To be effective, your organization must have a high degree of fit, or internal alignment among all the seven Ss. Each S must be consistent with and reinforce the other Ss. All Ss are interrelated, so a change in one has a ripple effect on all the others. It is impossible to make progress on one without making progress on all. Thus, to improve your organization, you have to master systems thinking and pay attention to all of the seven elements at the same time. There is no starting point or implied hierarchy - different factors may drive the business in any one organization. STRUCTURE The framework in which the activities of the organization's members are coordinated. The four basic structural forms are the functional form, divisional structure, matrix structure, and network structure.
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SKILLS What the company does best; the distinctive capabilities and competencies that reside in the organization. STYLE The leadership approach of top management and the organization's overall operating approach; also the way in which the organization's employees present themselves to the outside world, to suppliers and customers. STRATEGY Strategy defines key actions and capabilities along the major dimensions of marketing, product and service development, sales and channel distribution, business systems and processes, and management of alliances and partnerships. States how an organization will attain its vision and respond to the threats and opportunities of the new mediums. The route that the organization has chosen for its future growth; a plan an organization formulates to gain a sustainable competitive advantage.
A Study on Marketing Strategies with Special reference to Bharti AirTel SYSTEMS The formal and informal procedures, including innovation systems, compensation systems, management information systems, and capital allocation systems, that govern everyday activity. STAFF The organization's human resources; refers to how people are developed, trained, socialized, integrated, motivated, and how their carriers are managed. Staff needs the skills and aptitude for developing customer relationships, service and sales. SHARED VALUES Originally called super ordinate goals; the guiding concepts and principles of the organization - values and aspirations, often unwritten - that go beyond the conventional statements of corporate objectives; the fundamental ideas around which a business is built; the things that influence a group to work together for a common aim.
1. STRUCTURE OF BHARTI AIRTEL The company has adopted a free form organization devoid of hierarchies. Everyone is known as associates irrespective of his position in the company. Constitution of teams is based on the principle of flexibility.
A member, who might have been team leader in one project, may be replaced by another member of the same team for another project. This system not only helps in creating the feeling of equality but also helps in developing project leaders.
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Chairman and Managing Director Sunil Bharti Mittal
JMD & CEO CEO (India and South Africa) Sanjay Kapoor (International Business Group) Manoj Kohli
Executive Director
Network Services Group President-Enterprise Services Drew Business Directors DTH Services Ajai Puri President Mobile Services
Atul Bindal
Executive DirectorSupply Chain
President Telemedia Services K Srinivas
Joachim Horn
S. Asokan
Executive Director
Finance Srikanth Balachander
Ketton
Executive Director
Human Resource
Krish Shankar
Director
Legal and Regulatory
Director
IT
Jyoti Pawar
Amrita Gangotra
Director
Internal Assurance Shamini Ramalingam
OVERALL ORGANISATION STRUCTURE DEPARTMENT OF ENTERPRISE SERVICES: This business unit delivers end to end telecom solutions to Indias large corporates. It serves as the single point of contact for all telecommunication needs for corporate customers in India by providing full suite of communication services across data, voice and managed services.
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A Study on Marketing Strategies with Special reference to Bharti AirTel It specializes in providing customized solutions to address unique requirements of different industry verticals; BFSI, IT, ITeS, Manufacturing and distribution, media, education, telecom, Government and PSUs and retail among others. Backed by the alliances with leading technology companies worldwide and state of the art infrastructure, it offers complete range of telecom solutions. These solutions enable corporates to network their offices within India and across the globe, provide them infrastructure to run business critical applications and provide them means to connect with their customers, vendors and employees. These services include; Internet, MPLS -VPN, domestic and international private leased circuits, Satellite services (VSAT), Audio & Video conferencing, Data centre services, Managed network services, corporate value added services, EPBX, Centrex, Contact centre solutions. DEPARTMENT OF DTH SERVICES: With the launch of Airtel's 'Digital TV', the new direct-to-home (DTH) service from the telecom operator has become the sixth DTH service provider and the second to launch its service this year behind Reliance ADA group's Big TV. Others in the category include Dish TV, Tata Sky, Sun Direct and DD Direct Plus. This is a right time for Airtel to enter the market.... the launch of Airtel Digital TV is the culmination of our 'three screens' strategy, which is to be present across mobile phone, computer and TV screens. We are very clear that Airtel will take over as a leader of the sector as soon as possible," Manoj Kohli, the chief executive officer and managing director of Bharti Airtel said. At present, there are five DTH players in the Indian market, with the four private operators having a combined subscriber base of about 7.5 million. DEPARTMENT OF MOBILE SERVICES: The department concentrates on the mobile applications, online recharge, value added services and prepaid, postpaid connections. The president Atul Bindal concentrates on all the activities concerned to mobile services.
A Study on Marketing Strategies with Special reference to Bharti AirTel DEPARTMENT OF TELEMEDIA SERVICES : Airtel Telemedia Services launches Wiz Kid game pack for children. New Delhi, April 1, 2008: Bharti Airtel, Indias leading telecommunications service provider, today announced the launch of Wiz Kid, an educational pack of 50 games for children at Rs. 99 per month for Airtel broadband customers. The Wiz Kid pack of games, targeted at children aged between 412 years, have been scientifically designed to complement childrens learnings from school as well as help in the development of essential skills through highly popular childrens games like Sudoku, Chessmaster Challenge, Puzzle Express, Trivia Machine, Jig Words, Bookworm, Word Monaco and may more. Uniquely, Wiz Kid will be available with a Parental Control feature, letting parents decide when and which games their children can play. DEPARTMENT OF FINANCE: Functions: 1. To ascertain the expenses incurred in producing a product. 2. To find the cost per unit that is by taking into the account of the total cost and production of a particular product. 3. To allocate the costs incurred into 3 main categories namely factory, office, and selling overhead. 4. To compare budged cost with actual cost and calculate the variance if any. 5. To advice the production department to decrease the cost, minimize wastage and idle time. 6. To implement cost control technique and methods.
DEPARTMENT OF HUMAN RESOURCE Functions: Recruitment and retention strategies for employees;
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A Study on Marketing Strategies with Special reference to Bharti AirTel Employee development strategies; Compensation (including salaries and salary adjustments, incentives/benefits bonuses) and performance targets for the Chairman and Managing Director, CEO (International) & Joint Managing Director; All human resource related issues; Other key issues/matters as may be referred by the Board or as may be necessary in view of clause 49 of the listing agreement or any other statutory provisions.
2. SKILL From last year, Airtel made it mandatory for every employee auto clear a predefined certifications, domain as well as technical, in order to be eligible for appraisal. This is just one of the initiatives taken by Airtel which signifies the efforts taken for building competencies. Apart from internal initiatives like knowledge management, Infosys has been CMM-Level 5 certified for its process capabilities. Airtel has entered the Balanced Scorecard Hall of Fame for Executing Strategy for achieving breakthrough performance results using the Balanced Scorecard (BSC). It is found that the following skills exist in the organization. 1. Administrative skill It is found that management qualified people have been appointed to manage the various administrative matters like MBA holder will manage all the functional conflicts. 2. Supervision skill In the industry all the different department is having supervisor for producing quality products like quality control in each and every process of the defect free product. And other skills like 3. Leadership skill 4. Problem solving skill 5. Communication skill
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A Study on Marketing Strategies with Special reference to Bharti AirTel At the entry level, it emphasizes on selecting candidates who find the companys meritocratic culture satisfying, superior academic records, technical skills, and high level of learn ability. The company emphasizes on training and development of its employees on continuous basis and spends about 2.65 per cent of its revenues on up gradation of employees skills, and around 50% as employee costs. In spite of thousands of people joining every month, Infosys has been able to maintain its training standard mostly due to its highly matured processes capabilities and investment in infrastructure.
3. STYLE
The style of the organization is through leadership in which leaders can establish unity of purpose and direction of the organization. They create and maintain the internal environment in which people fully involved in achieving the organizational goals. Leadership Style: Airtel believes that leadership is one of the most essential ingredients of organizational success which is provided by its Chairman, Sunil Mittal. Leadership is based on high business vision and predominantly supportive styles. There is emphasis on developing leadership qualities among employees. For this purpose, it has established Airtel Leadership Institute. Top management emphasizes on open door policy, continuous sharing of information, takes inputs from employees in decision making, and builds personal rapport with employees that is leadership style followed in Bharti AirTel is participative style.
4. STRATEGY
Strategy covers vision, mission, objectives, goals and major action plans and policies. A strategy targets at gaining competitive advantage over rivals. The 7-s frame work includes that execution of strategy poses more problems than formulation. Airtel Strategy MANTRA: Focus on Core Competencies and Outsource the rest!
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A Study on Marketing Strategies with Special reference to Bharti AirTel Airtel partnered with leading players in telecommunication players across the globe. It has managed to work with the best of domain specialists globally and emerge as a world class entity. Partnerships include operational contracts with marquee vendors and strategic investors ranging from private equity investors to global telecom giants.
5. SYSTEM
The processes and flows that show how an organization gets things done from day to day system also refers to the rules and regulations and procedures both formal and informal that complement the organizational structure. This includes the way the functions of different department are carried out. Merit rating system Merit rating system is used to known employees qualitative and quantitative factors which posed by the employees. This system helps to identify the best world among the workers in order to make promotion / transfer. Financial and Cost accounting system Training and Development system
6. STAFF Staffing is a vital process that deals with recruiting and selecting matching persons for the organizational posts or positions, Training and Developing them, placing them in their posts so as to get out each one of them. They believe that the best way of shaping a strong Bharti AirTel for tomorrow is to invest in their best resource: people. People who will take organization into the future and will hold the key in helping the company reach the challenging goals that it has set for itself. There Learning & Development initiatives are aimed at both functional and behavioral development. The staff is recruited through both internal and external sources. Internal sources include transfers, promotions, references, etc. external sources are mediums like consultants, campus interviews, advertisements etc. Bharti AirTel has a well established
A Study on Marketing Strategies with Special reference to Bharti AirTel system of recruiting graduates from well known technical and management institutions and the number of functional areas before deciding on a final placement in consultation with person concerned, generally advertisements are given only for the high posts and that too after consultation with branch head. The company stepped up the recruitment programme in the latter part of the year in preparation for the next year. Many of the newly recruited sales employees will become fully productive over the coming year. Management Trainee Program The key objective of program is to nurture business leaders of tomorrow. Well-qualified management graduates are provided with in-depth knowledge of telecom sector and business processes. The management trainee program spreads over a period of 6 months, making it one of the most comprehensive entry-level programs in India. The training starts with a one month induction program followed by practical coaching by the frontline staff who impart them extensive knowledge of telecom and core businesses. This is coupled with visits to all departments and meetings with the top management. Career Path Bharti AirTel is a performance driven organization. Super achievers move up the career ladder, effortlessly. Compensation & Benefits Well-being of our employees is our utmost objective. The compensation and benefits offered are best in the industry and are aimed at not only attracting but also retaining the best talent. Rewards for each position are based on performance, potential, and market value. They offer other benefits as well, such as provident fund, gratuity and a hospitalization insurance coverage program that covers not only the employee but his/her family as well. The employees, who complete two years of service, can avail of housing and education loans facility at discounted rate. They encourage employees to go for further education. For employees convenience all common processes like compensation details, reimbursement,
A Study on Marketing Strategies with Special reference to Bharti AirTel leave applications, travel planning, updating personal information, etc. are automated through the extensive use of technology. The Staff is divided into various levels starting from Management trainees (for a period of 6 months) Executives (0-4 years) Senior Executives Assistant Managers Manager Senior manager Deputy general Manager (DGM) General Manager Vice President Chief Operating Officer HR Committee Key responsibilities of the HR committee are as follows: Recruitment and retention strategies for employees; Employee development strategies; Compensation (including salaries and salary adjustments, incentives/benefits bonuses) and performance targets for the Chairman and Managing Director, CEO (International) & Joint Managing Director; All human resource related issues; Other key issues/matters as may be referred by the Board or as may be necessary in view of clause 49 of the listing agreement or any other statutory provisions.
SHARED VALUES
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A Study on Marketing Strategies with Special reference to Bharti AirTel Values are the thing that you could strives for even it they were demonstrably not profitable. The company strives hard to up hold the transparency in all its operation via, business operation, human and labour related operations. The management keeps in touch with the workers, staffs and managers and also help them to come out from their problems. A value is also the first essential step in defining the organizational role in the larger community in which it functions. Customer Delight: A commitment to surpassing customer expectations. Leadership by Example: A commitment to set standards in business and transactions and be an exemplar for the industry and teams. Integrity and Transparency: A commitment to be ethical, sincere and open in our dealings. Fairness: A commitment to be objective and transaction-oriented, thereby earning trust and respect. Pursuit of Excellence: A commitment to strive relentlessly, to constantly improve ourselves, our teams, our services and products so as to become the best
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4. SWOT Analysis:
A SWOT Analysis is a strategic planning tool used to evaluate the Strengths, Weaknesses, Opportunities, and Threats involved in a project or in a business venture or in any other situation requiring a decision. It involves monitoring the marketing environment internal and external to the company. The technique is credited to Albert Humphrey, who led a research project at Stanford University in the 1960s and 1970s using data from the Fortune 500 companies. Strengths: attributes of the organization that is helpful to achieving the objective. Weaknesses: attributes of the organization that is harmful to achieving the objective. Opportunities: external conditions those are helpful to achieving the objective. Threats: external conditions those are harmful to achieving the objective. The aim of any SWOT analysis is to isolate the key environmental factors that are important to the marketing plans of the organization. SWOT groups key pieces of information into two main categories:
Internal factors - The 'strengths' and 'weaknesses' internal to the organization, i.e., its strategies and its position in relation to its competitors.
External factors - The 'opportunities' and 'threats' presented by the external environment and the competition.
Strengths and Weaknesses: financial, intellectual, locational, Customer service, Efficiency Competitive advantages, Infrastructure, Quality, Staff, Management, rice Delivery time, Cost Capacity etc,. Opportunities and Threats: Economic condition, Expectations of stakeholders, Technology, Public expectations etc,.
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STRENTGHS First Mover Advantage. Highly Focused on Indian Telecom Market. Leadership in fast growing Cellular Segment. PAN India Footprint. Heavy Brand Promotion Strategy. Huge Network Coverage. Proactive & Innovative Service. Strong Financial background in the industry. Truly Indias first Global telecom player. Indias first fully integrated telecom player. Best Outsourcing Model. Airtel is another name of Trust & Ethics. Highly Successful in the minds of Common Man. Strong Network Coverage is helpful to earn more than 60 % Revenue from Rural Sector. The Game Changer Leader (founder & Promoter) Sunil Bharti Mittal who is known for Transformational Changes .
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A Study on Marketing Strategies with Special reference to Bharti AirTel WEAKNESSES The company looking for high document to give connection The company take long time to receive the errors No separate strategy for rural market (Untapped Rural Market). Purely GSM Player affected by Consumer Switching Behavior gives opportunity to CDMA Player Stickiness due to Handset. Loosing Grounds among Teens & Youth against Virgin Mobile. No Free Local Calls & STD Calls Packs offered by it. Small Players giving Strong Competition in Different Segmentation like Call Rates , GPRS , SMS Packs, Broadband Internet (High Speed Data Cards) &Other Value Added Services.
OPPORTUNITIES Rural penetration too holds vast potential to bring about growth. There is a lot of scope of product and market diversification. Teledensity is still 47 % in 2nd Fastest growing Telecom Market in India. Still Huge Population is Untapped. 3G & WiMax Technology will Boost Product Life Cycle of Telecom Sector. If Consolidation happens in Next Few Years for Mega Mergers & then Global Mergers, Airtel will be in Worlds Top 3 Rank by present 5th Rank. Low Broadband Penetration in India only 9 Million Users producing huge opportunities for GPRS Service. M-Banking, M-Commerce & M-Gaming are the Next Engine of Growth in Data Communication in VAS.
THREATS Airtel and Vodafone seem to be having an on/off relationship. Vodafone which owned a 5.6% stake in the Airtel business sold it back to Airtel, and instead invested in its rival Hutchison Essar. Knowledge and technology previously available to Airtel now moves into the hands of one of its competitors. Intense Competition from 13 Existing Players & Shortage of Bandwidth.
A Study on Marketing Strategies with Special reference to Bharti AirTel Role of Government Policy. Saturation in Basic Voice Service. Landline Connection is already in its Declining Stage. The rapid change in the global telecommunications industry. MTN in May 2008. This opened the door for talks between Reliance Communication Anil Ambani and MTN, allowing a competing Indian industrialist to invest in the new emerging African telecommunications market. Bharti Airtel could also be the target for the takeover vision of other global telecommunications players that wish to move into the Indian market.
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5. Analysis of Financial statements

Profit loss account
Mar ' 10 Income Operating income Expenses Material consumed Manufacturing expenses Personnel expenses Selling expenses Adminstrative expenses Expenses capitalized Cost of sales Operating profit Other recurring income Adjusted PBDIT Financial expenses Depreciation Other write offs Adjusted PBT Tax charges Adjusted PAT Non recurring items Other non cash adjustments Reported net profit 313.63 11,882.41 1,401.66 2,404.91 5,982.64 -293.31 21,691.93 13,917.61 148.98 14,066.60 283.35 3,890.08 207.84 9,685.32 1,177.87 8,507.45 969.48 -50.78 9,426.15 281.65 8,627.13 1,397.54 2,210.43 8,608.03 -269.25 20,855.54 13,192.78 235.99 13,428.77 434.16 3,206.28 178.82 9,609.50 321.78 9,287.72 -1,497.74 -46.15 7,743.84 33.85 7,339.01 1,297.88 1,842.51 4,588.53 15,101.78 10,659.34 266.91 10,926.24 393.43 3,166.58 266.07 7,100.16 632.43 6,467.73 -162.87 -60.67 6,244.19 22.08 5,017.27 1,076.95 1,126.34 3,351.31 10,593.96 7,257.65 101.70 7,359.35 282.07 2,353.30 137.80 4,586.17 566.79 4,019.39 3.92 9.92 4,033.23 67.40 3,299.73 734.20 804.15 2,315.91 7,221.40 4,037.72 40.75 4,078.47 236.81 1,432.34 127.39 2,281.93 273.68 2,008.25 -13.81 17.64 2,012.08 35,609.54 34,048.32 25,761.11 17,851.61 11,259.12 Mar ' 09 Mar ' 08
(Rs crore)
Mar ' 07
Mar ' 06
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A Study on Marketing Strategies with Special reference to Bharti AirTel Mar ' 10 Earnigs before appropriation Equity dividend Preference dividend Dividend tax Retained earnings 27,928.98 379.79 64.54 27,484.65 Mar ' 09 19,541.05 379.65 64.52 19,096.89 Mar ' 08 11,778.12 11,778.12 Mar ' 07 5,489.61 5,489.61 Mar ' 06 1,225.65 1,225.65
Balance Sheet:Mar ' 10 Sources of funds Owner's fund Equity share capital Share application money Preference share capital Reserves & surplus Loan funds Secured loans Unsecured loans Total Usesr of funds Fixed assets Gross block Less : revaluation reserve Less : accumulated depreciation Net block Capital work-in-progress Investments 44,212.53 37,266.70 28,115.65 26,509.93 17,951.74 2.13 2.13 2.13 9,085.00 2.13 7,204.30 2.13 4,944.86 39.43 4,999.49 51.73 7,661.92 52.42 6,517.92 266.45 5,044.36 2,863.37 1,932.92 1,898.77 186.09 1,898.24 116.22 1,897.91 57.63 1,895.93 30.00 9,515.21 1,893.88 12.13 5,437.42 Mar ' 09 Mar ' 08 Mar ' 07 Mar ' 06
34,650.19 25,627.38 18,283.82
41,773.97 35,355.48 26,809.71 16,751.95 12,139.72
16,187.56 12,253.34
28,022.84 25,011.23 19,028.52 19,303.51 13,004.75 1,594.74 2,566.67 2,751.08 2,375.82 705.82 2,341.25 719.70
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15,773.32 11,777.76 10,952.85
A Study on Marketing Strategies with Special reference to Bharti AirTel Net current assets Current assets, loans & advances Less : current liabilities 9,225.08 10,466.63 8,439.38 5,406.81 3,338.88 7,272.80
& 12,842.00 14,466.89 14,362.33 11,042.67
provisions Total net current assets Miscellaneous expenses not written Total Notes: Book value of unquoted 11,619.95 9,898.56 9,379.62 580.43 476.52 -3,616.92 -4,000.26 0.09 -5,922.95 0.20 -5,635.86 2.66 -3,933.92 7.94
41,773.97 35,355.48 26,809.71 16,751.95 12,139.72
investments Market value of quoted investments Contingent liabilities Number of equity 4,216.67 3,921.50 37975.30 1,887.76 4,104.25 18982.40 1,574.29 7,140.59 18979.07 125.85 7,615.04 18959.34 243.99 4,740.34 18938.79
sharesoutstanding (Lacs)
Highlights for the third quarter ended December 31, 2010 Overall customer base stands at 207.8, across 19 countries Successful launch of the new airtel brand across 19 countries Total revenues at Rs 15,756 Cr., up by 52.9% Y-o-Y Underlying EBITDA margin sustained at 33.8% India and South Asia business revenue growth accelerates to 13.7% Y-o-Y (Q1 FY11:8.2%, Q2 FY11:9.2%) Africa revenues came in at $911 million, 8.7% growth over Q2 FY11 Total minutes on network for the quarter at 227.3 billion; up by 41.2% (by 66 billion) Y-o-Y
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6. LEARNING EXPERIENCE
It was a great experience doing my summer project at Bharti Airtel Limiteds where I could learn about how the organization works. The visit to the company and the interaction with the employees gave me an insight and very new experience related to the industrial scenario and relating to its trained in the market.
Understanding of all the functions processes which is existing at Airtel Bangalore. Understanding the culture of Bharti Airtel. Understanding Revolution in Data Communication in Indian Telecom Industry. Understanding Marketing Strategies of Circles of Telecom sector. Understanding Services role in earning Revenue and satisfying needs of the customer. Understanding GPRS (Mobile Internet), Trends & Limitations. Understanding Difference between Theoretical Knowledge & Practical Knowledge.
Finally I would like to say that the Market exposure in the name of Training has provided a great opportunity for me to learn the customer behavior towards the Airtel. This will help me in the near future as I would step into the corporate world as a manager where I could be able to handle my responsibilities in an effective manner. Apart from the above this training made me learn many aspects like how to handle under situations, what strategies can be applied to maintain my targets which have to be done with stipulated time. By this I was able to gather a bunch of knowledge regarding the working environment and overall operations of organization with respect to marketing. Their working culture is very casual and friendly which facilitates the subordinates to communicate freely to their superiors about their problems, doubts etc I also learnt a lot about the team work, cooperation, coordination and how this helps the organization growth all the achievement made by the AirTel are only through their team work.
A Study on Marketing Strategies with Special reference to Bharti AirTel The structure they follow and the delegation of authority and the responsibility showed the realistic view of the theory we had studied in class. I learnt a lot from the management of AirTel. The way of deal with different employees, ultimately to satisfy all their needs has taught a lot about leadership. The open door policy which the company follows has helped in understanding the importance of communication and how the communication can help solve the industrys biggest weakness attrition. I learnt how the company always tries to feel the pulse of the customer, because customers are the king in a corporate world. More importantly, I am able to understand the different marketing tactics of the companies to attract the customer.
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PART B
CHAPTER-1 1. GENERAL INTRODUCTION
MARKETING STRATEGY ADOPTED BY BHARTI
Bharti has spent a considerable amount on advertising its mobile phone service, Airtel. Besides print advertising, the company had put up large no of hoardings and kiosks in and around Delhi. The objective behind designing a promotion campaign for the Airtel services is to promote the brand awareness and to build brand preferences.
It is trying to set up a thematic campaign to build stronger brand equity for Airtel. Since the cellular phone category itself is too restricted, also the fact that a Cellular phone is a high involvement product, price doesn't qualify as an effective differentiator. The image of the service provider counts a great deal. Given the Cell phone category, it is the network efficiency and the quality of service that becomes important. What now the buyer is looking at is to get the optimum price-performance package. This also serves as an effective differentiator. About 50,000 direct callers were sent out. When the name was well entrenched in the Delhiitess mind, the Airtel campaign began to focus on the utility of Cellphone. In the first four months alone Airtel's advertisement spends exceeded Rs. 4crores.
As of today the awareness level Is 60% unaided. This implies that if potential or knowledgeable consumers are asked to name a Cellular phone service provider that is on the top of his/her mind 60% of them would name Airtel. As for aided it -is 100% (by giving clues and hints etc.).
Brand strength of a product or the health of a brand is measured by the percentage score of the brand on the above aided and the unaided tests. The figures show that Airtel is a healthy and a thriving brand.
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A Study on Marketing Strategies with Special reference to Bharti AirTel Every company has a goal, which might comprise a sales target and a game plan with due regard to its competitor. Airtel's campaign strategy is designed keeping in mind its marketing strategy. The tone, tenor and the stance of the visual ads are designed to convey the image of a market leader in terms of its market share. It tries to portray the image of being a "first mover every time" and that of a "market leader". The status of the product in terms of its life cycle has just reached the maturity stage in India. It is still on the rising part of the product life cycle curve in the maturity stage. The diagram on the left hand side shows the percentage of the users classified into heavy, medium and low categories. The right hand side shows the revenue share earned from the three types of users.
Airtel, keeping in mind the importance of the customer retention, values its heavy users the most and constantly indulges in service innovation. But, since heavy users comprise only 15 - 20% of the population the other segment cannot be neglected. The population which has just realized the importance of cellular phones has to be roped in. It is for this reason that the service provider offers a plethora of incentives and discounts. Concerts like the "Freedom concert" are being organized by Airtel in order to promote sales. The media channel is chosen with economy in mind. The target segment is not very concrete but, there is an attempt to focus on those who can afford. The print advertisements and hoarding are placed in those strategic areas which most likely to catch the attention of those who need a cellular phone. The product promise (which might cost different 1 higher) is an important variable in determining the target audience. Besides this, other promotional strategies that Airtel has adopted are: (i) People who have booked Airtel services have been treated to exclusive premiers of blockbuster movies. Airtel has tied up with Lufthansa to offer customer bonus miles on the German airlines frequent flier's programs. (ii) There have been educational campaigns, image campaigns, pre launch advertisements, launch advertisements, congratulatory advertisements, promotional advertise-ments, attacking advertisements and tactical advertisements.
A Study on Marketing Strategies with Special reference to Bharti AirTel PRODUCT LIFE CYCLE The pattern of cellphone subscriber growth observed elsewhere in the world reveals that the growth in the market is initially slow followed by a sharp acceleration, but so far that has not happened in India. As far as the Product Life Cycle is concerned. Indians are at the beginning of the maturity stage.
Introduction
Growth Maturity
MARKETING OBJECTIVES
MARKETING OBJECTIVES
Create product awareness and Maximise market share trial Maximise profits whole defending market share
Strategies
Product Offer a basic Product / service. Price Charge costplus Offer value added services Price to Penetrate market Distribution Build selective Distribution Advertising Build product Awareness among early adopters and dealers. Sales Promotion Use heavy sales promotion to entice people to subscribe. Increase to Build and maintain relationships with customers. Increase to Encourage brand switching. Build Intensive distribution. Build awareness and interest in the mass market Increase in number of value added services. Price to match or best competitors Build more Intensive distribution. Stress brand differences and benefits.
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1.1 STATEMENT OF THE PROBLEM:The aim of the study is to analyze critically Marketing Strategies of BHARTI AIRTEL.
1.2 OBJECTIVES OF THE STUDY:Research objective is the basis theme on which the survey is conducted and on which the whole report depends. Primary objective To understand the various Marketing Strategies which Airtel has adopted to survive in highly competitive telecommunication industry.
Secondary objectives To critically evaluate the effectiveness of marketing strategy use by Airtel. Improving market strategies by making recommendations. To study the importance and development of telecommunication industry in todays scenario. To make a comparative study of the major players in Indian Service Provider. What marketing strategies the Airtel is implementing to defend and increase the market share. To find who are the competitors of the Airtel and the market shares of the competitors and what strategies Airtel is implementing to beat its competitors
1.3 SCOPE OF THE STUDY:Today scenario communication has become much faster day by day by telecom, internet, media, and etc. one of them is growth of telecom sector. Today much organization provides services in telecom sector. The proposed study will help to understand marketing strategies adopted by the BHARTI AIRTEL and their drivers to satisfy the requirements of the customers. It also helps the organization to form various strategies and getting the results from marketing efforts.
A Study on Marketing Strategies with Special reference to Bharti AirTel The study also provides the insight for betterment of customer satisfaction and loyalty by which the organization (BHARTI AIRTEL) shall be benefitted to increase their share in market.
1.4 RESEARCH METHODOLOGY:Research methodology is used to search answers of the research questions. An attempt has been made to describe the nature of the people of Bangalore city by the study of the samples. Methodology in common parlance refers to a search for knowledge. The advanced learner's dictionary of current English lays down the meaning of research as "a careful investigation or enquiry especially through search for new facts in any branch of knowledge" Methodology is a way to systematically solve the research problem. It may be understood as a science of studying how research is done scientifically. Learning more about the consumer and about marketing is the heart of the research methodology. The research methodology has many dimensions research methods to constitute a part of the research methodology. The methodology adopted for this project is exploratory in nature since there is no hypothesis that has to be tested. The conclusions have been drawn by exploratory research work. A. Sampling plan After collecting entire data and deciding on the research approach and instruments, now I had to decide on the sampling plan which was one of the important task, because from the bunch of people I had to select only those people ,whom I can target from now onward. There are three way of sorting the data.
B. Sampling unit Who is to be surveyed? And now my task was to define the target population, which will be sampled from the number of people. Population refers to the total items about which the information is desired. Here in this project I have considered finite population that is we are taking one single individual as single unit which is fixed to 50 respondents, each separately by the single individual.
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A Study on Marketing Strategies with Special reference to Bharti AirTel C. Sample size Large sample give more reliable result than small sample, so for this reason I had taken around 50 people with whom the survey was conducted to get an understanding of the respondents satisfaction level towards the different insurance brands. D. Analyze the collected information Once the date is collected the next task is to analyze it. The raw data should be classified into some purposeful usable categories. For example: tabulation, coding, etc. Analysis work, after tabulation, is generally based on the computation of various percentages, coefficients, etc. by applying various well defined statistical formulae like frequency distribution, calculation of average and dispersions. E. Report research findings: Final report is prepared according to the work done. This phase will mark the elimination of the marketing research effort. The report with the research finding is a formal written document. Research findings and personal experience will be used to propose recommendation to the Bharti Airtel limited, which will help the company to develop an effective strategy to compete against other competitors. F. Data collection method There are several ways of collecting the data which different considerably in context of money, cost, time and other resources. In this project the data which was required gave details about the behavior of people by the help of retailers, agents, channel distributers etc. There have been two sources of information collected: 1. Primary Source. 2. Secondary Source.
a) PRIMARY SOURCES The primary data are the first hand information gathered for research to solve the need by surveying the sampling units and collections of feedback from them involves the primary data with structured queries will be prepared for the customers. There will be survey within the customers giving the questionnaire. The questionnaire were structured non disguised
A Study on Marketing Strategies with Special reference to Bharti AirTel questionnaire because the question which the questionnaire contained, were arranged in a specific order besides every question asked were logical for the study, no question can be termed as irrelevant.
Sources of primary data Personal interview. Questionnaires. Personal Interview This method was the most appropriate way of survey, because by personal interview I came to know about how the respondents feel about the telecommunication companies. The personal interview is conducting mainly for collecting information for fulfill of the questionnaire. Questionnaire This method proved to be even better because it was not possible to interview every one and it was less time consuming to fill up the questionnaire rather than answering the interviewers questions. The questionnaire is to prepare to know the awareness level. The questionnaire is fully focused for collecting the brand awareness information and finding the market potential of Bharti Airtel Limited. In this method questionnaire were distributed to the respondents and they were asked to answer the questions in the questionnaire. The questionnaire were structured non disguised questionnaire because the question which the questionnaire contained, were arranged in a specific order besides every question asked were logical for the study, no question can be termed as irrelevant. I have met retailers of the Airtel of the company and have been able to get first hand information regarding the product, its features and the buying patterns of the product. Their input has been valuable. a. Interaction with customer by filling up questionnaires b. Interview with sales and marketing personal and agent from BHARTI AIRTEL
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A Study on Marketing Strategies with Special reference to Bharti AirTel b) SECONDARY SOURCES The secondary data is collected from the company website and other websites, through listing by personal observation. The secondary data are collected by some other people for their work and it is already exist. The researcher started investigation by first examining the secondary data to see whether the problem can be partly or fully solved by without collecting primary data. Since the secondary data were not sufficient to solve the entire problem, so primary data were collected to fill the gap
SOURCES OF SECONDARY DATA: Through internet, various official sites of the companies and other search engines. Through pamphlets and brochures of the companies. Journals & Magazine
G. Data collection instruments Questionnaire was designed as a main instrument to conduct survey. A questionnaire constraint of 15 set of questions presented to respondents for their answers. The questionnaire was nondisguised because the questionnaire was constructed so that the objective is clear to the respondent. The respondents were aware of the objective. They knew why they were asked to fill the questionnaire. The questionnaire is used for the purpose of knowing the understand the various Marketing Strategies which Airtel has adopted to survive in highly competitive cell phone industry. Market survey The result of surveys is used to describe and analyze the marketing strategy to demand for Airtel services. The survey is conducted in the Bangalore city only. Field work Field work is done in this project individually with no biasness. The field work comprises of filling of questionnaire by different sector individuals. The framed questionnaire was presented for approval to college internal guide and company external guide. The study involved a fieldwork where the consumer contacted individually and were persuaded to discharge the information through the questionnaire. The respondents were directly contacted at their house or work place without prior appointment as per the convenience of the researcher.
RESEARCH PROCESS ADOPTED: Research Area Sample Size : : Bangalore City 50
1.5 LIMITATIONS OF THE STUDY:Every attempt will be taken to obtain the error free and meaningful result but as nothing in this world is 100% perfect I believe that there will still the chance for error on account of following limitations Respondents unavailability: The respondents are not willing to spend their time to fill up questionnaires this will leads to the unavailability of respondents. Time pressure and fatigue on the part of respondents and interviewer. Courtesy bias by respondents about the company. While designing the questionnaire it was kept in mind to gather more and more information from each target person. For the neither present nor descriptive questions could have served the purpose. Therefore the questionnaire contained in the open-ended questions. The study was confined to Bangalore city only. The finding of this study was based on the assumptions that the respondents have diverged true and honest information.
Sampling size is restricted to 50 respondents only.
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2. DATA ANALYSIS & INTERPRETATION

TABLE -1 Table-1: Showing the respondents opinion from how long they are using Airtel Product. Time duration <1 year 1-2 years 2-3 years >3 years Total No. of respondents 12 13 9 16 50 Percentage (%) 24 26 18 32 100
Analysis: The above table showing out of 50 respondents, 12 respondents are using the Airtel product from last one year, 13 respondents are using the Airtel products from one to two(1-2) years, 9 respondents using the Airtel products and services from two to three years and 16 respondents are using Airtel product from more than three years.
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CHART-1
Chart-1: Showing the respondents opinion from how long they are using Airtel Product.
<1 Year
1-2 Years
2-3 Years
>3 Years
24% 32%
26% 18%
Interpretation: - The above pie chart represents that 24% population is using Airtel product from last one year, 26% of the people using the Airtel from last one to two years, only 18% population is using the Airtel product from two to three years. While the people using Airtel product from more than three years are 32% of total population surveyed.
TABLE-2
A Study on Marketing Strategies with Special reference to Bharti AirTel Table-2: Showing the respondents opinion about using other product instead of Airtel. Opinion Yes No Total No. of respondents 21 29 50 Percentage (%) 42 58 100
Analysis: The above table showing that out of 50 respondents, 21 respondents are using other products instead of Airtel and other 29 respondents are not using any other products instead of Airtel. Chart-2 Chart-2: Showing the respondents opinion about using other product instead of Airtel.
USEAGE
YES NO
42% 58%
Interpretation: The above pie graph showing that out of 100% of population, 42% peoples are using other products instead of Airtel and other 58% of populations are not using any other products instead of Airtel.
TABLE-3
A Study on Marketing Strategies with Special reference to Bharti AirTel Table-3: Showing the respondents opinion that which brand they want to prefer first. Brand Airtel Vodafone Idea Reliance Others Total No. of respondents 19 15 7 5 4 50 Percentage (%) 38 30 14 10 8 100
Analysis: The above table showing that out of 50 respondents 19 respondents have a faith on Airtel, 15 respondents would like to purchase Vodafone, 7 respondents have preferred Idea, 5 respondents like purchase Reliance and rest want to purchase other Brands. CHART-3 Chart-3: Showing the respondents opinion that which brand they want to prefer first.
40% 30% Y-Axis 20% 10% 0% BRANDS AIRTEL 38% VODAFONE 30% IDEA 14% RELIANCE 10% OTHERS 8%
Interpretation: - The above bar chart states that 38% of the population wants to purchase Bharti AirTel brand. 30% of the total sample wants to purchase Vodafone brand, 14% in people prefer Idea cellular, 10% in Reliance and the remaining 8% in other than these brands. From the above interpretations it is clear that AirTel is the strongest brand in comparison to the other companys brand. It is also because AirTel is the oldest company in India which is having wide network coverage. TABLE -4
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A Study on Marketing Strategies with Special reference to Bharti AirTel Table-4: Showing respondents opinion about Airtel Brand. Opinion Excellent Good Average Below Average Total No. of respondents 25 12 10 3 50 Percentage (%) 50 24 20 6 100
Analysis: The above table showing that out of 50 respondents, 25 respondents ranked the AirTel brand as excellent, 12 respondents as good opinion on AirTel, 10 respondents as average opinion on Bharti AirTel and only 3 respondents as poor opinion on Airtel. CHART-4 Chart-4: Showing respondents opinion about Airtel Brand.
OPINION
6% 20% 50% 24% EXCELLENT GOOD AVERAGE BELOW AVERAGE
Interpretation: 50% of the respondents are fully satisfied and they give the opinion as Excellent, 24% of the respondents are give the opinion as good, 20% respondents are give average opinion and only 6% respondents give their opinion as below average. TABLE 5
A Study on Marketing Strategies with Special reference to Bharti AirTel Table-5: Showing that the respondents opinion about the sources they are using for information search. Source Magazines Dealers Sales Executives Pamphlets and catalogue Reference from friends and relatives Any other Total 9 50 18 100 No. of respondents 8 10 3 8 12 Percentage (%) 16 20 6 16 24
Analysis: The above table shows that out of 50 respondents, 8 respondents search by the source of magazines, 10 respondents search information about product by dealers or distributers, only 3 respondents search information by sales executive, 8 respondents by pamphlets and catalogues, 12 respondents search information by reference from friends and relatives and other 9 respondents source of information by other type channels.
CHART-5
A Study on Marketing Strategies with Special reference to Bharti AirTel Chart-5: Showing that the respondents opinion about the sources they are using for information search.
Sales
Magazines Sales Executives Reference from friends and relatives Dealers Pamphlets and catalogue Any other
18%
16%
20% 24%
6% 16%
Interpretation: The above pie chat shows that out of 100% population, 16% of population search by the source of magazines, 20% of population search information about product by dealers or distributers, only 6% population search information by sales executive, 16% population by pamphlets and catalogues, 24% population search information by reference from friends and relatives and other 18% respondents source of information by other type channels.
TABLE 6
A Study on Marketing Strategies with Special reference to Bharti AirTel Table-6: Showing the respondents opinion about the marketing/sales schemes that attracts them while purchasing any connection. Attributes Good Network Discount scheme Service package Any other Total No. of respondents 27 15 6 2 50 Percentage (%) 54 30 12 4 100
Analysis: The above table shows that the out of 50 respondents, 27 respondents purchase connection on the basis of good network, 15 respondents attracted by the discount schemes, 6 members have purchase the connection on the basis of service package and 2 respondents purchase the connection by other modes.
CHART-6
A Study on Marketing Strategies with Special reference to Bharti AirTel Chart-6: Showing the respondents opinion about the marketing/sales schemes that attracts them while purchasing any connection.
Marketing Schemes
40 35 30 25 20 15 10 5 0 Series1 High 40 Average 30 Low 16 Cant say 14
Interpretation: The above chart shows that the out of 100% of population, 54% population purchase connection on the basis of good network, 30% population attracted by the discount schemes, 12% members have purchase the connection on the basis of service package and 2 population purchase the connection by other modes.
TABLE-7
A Study on Marketing Strategies with Special reference to Bharti AirTel Table-7: Showing respondents opinion about satisfaction with these promotional activities. Satisfaction level High Average Low Cant say Total No. of respondents 20 15 8 7 50 Percentage (%) 40 30 16 14 100
Analysis: The above table showing that out of 50 respondents, 20 respondents are satisfied with promotional activities, 15 respondents are given opinion as average about promotional activities, 8 respondents are says low promotion and rest 7 of the respondents are not in a position to say anything.
CHART-7
Chart-7: Showing respondents opinion about satisfaction with these promotional activities.
Promotional Activity
High Average Low Cant say
14% 16% 30%
40%
Interpretation: The above pie graph showing that out of 100% of population, 40% of population are satisfied with promotional activities, 30% of population are given opinion as average about promotional activities, 16% of population are says low promotion and rest 14% of population are not in a position to say anything. TABLE -8
A Study on Marketing Strategies with Special reference to Bharti AirTel Table-8: Showing the respondents suggestions for improving the product quality, service availability. Suggestion Congestion free network Availability of representative. Service center Good scheme Total 11 16 50 22 32 100 customer care No. of respondents 9 14 Percentage (%) 18 28
Analysis: The above table shows out of 50 respondents, 9 respondents suggests about congestion free network, 14 respondents suggests to improve availability of customer care representatives, 11 respondents suggests to increase service centers and 16 respondents suggests to give good schemes to the customers CHART-8 Chart-8: Showing the respondents suggestions for improving the product quality, service availability.
Good scheme Service center Availability of customer care representative. Congestion free network 0% 5% 10% 15% 20% 25% 30% 35%
Interpretation: The above bar chart shows out of 100% population, 18% population suggests about congestion free network, 28% population suggests to improve availability of customer care representatives, 22% population suggests to increase service centers and 32% population suggests to give good schemes to the customers.
A Study on Marketing Strategies with Special reference to Bharti AirTel TABLE-9 Table-9: Showing the respondents opinion about the awareness about brand name Airtel.
Opinion Yes No Total
No. of respondents 49 1 50
Percentage 98% 2% 100%
Analysis: The above table showing out of 50 respondents, 49 respondents are aware about Bharti AirTel only 1 is not aware about it. CHART-9 Chart-9: Showing the respondents opinion about the awareness about brand name Airtel.
2%
YES
NO
98%
Interpretation: - The above pie chart states that 98% of the total sample knows about Bharti AirTel. Only 1% of the total sample does not know about Bharti AirTel. From the above interpretations it is very clear that almost everybody knows about Bharti AirTel.
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A Study on Marketing Strategies with Special reference to Bharti AirTel TABLE-10 Table-10: Showing the belief of the respondents to India is potentially one of the most exciting mobile service providers in the world.
Response YES NO Total
No. of respondents 49 1 50
Percentage 98% 2% 100%
Analysis: The above table showing out of 50 respondents, 49 respondents are agreeing that India is potentially one of the most existing mobile services providers in the world and only 1 is not agreeing to that it. CHART-10 Chart-10: Showing the belief of the respondents to India is potentially one of the most exciting mobile service providers in the world.
2%
YES NO
98%
Interpretation: - The above pie chart states that 98% of the total sample agreeing that India is potentially one of the most existing mobile services providers in the world. Only 2% of the total sample does not agreeing to that. From the above interpretations it is very clear that almost everybody knows about India is potentially one of the most exciting mobile service providers in the world.
A Study on Marketing Strategies with Special reference to Bharti AirTel TABLE-11 Table-11: Showing the governments telecom policy against development of mobile service providers.
Company Airtel Vodafone Idea BSNL Reliance TOTAL
Yes 9 8 6 10 7 40
No 1 2 4 -3 10
Analysis: As according to the above table 40 out of the total 50 interviewed people in all the above five specified Indian mobile service providers find that the governments telecom policy has had the most radical impact on the development of mobile service providers, whereas some 10 of them deny this.
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A Study on Marketing Strategies with Special reference to Bharti AirTel CHART-11 Chart-11: Showing the governments telecom policy against development of mobile service providers.
10 9 8 7 6 5 4 3 2 1 0 Airtel Vodafone Idea BSNL Reliance YES NO
Interpretation: As according to the above chart 80% out of the total 100% interviewed people in all the above four specified Indian mobile service providers find that the governments telecom policy has had the most radical impact on the development of mobile service providers, whereas some 20% of them not agree to it.
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A Study on Marketing Strategies with Special reference to Bharti AirTel TABLE-12 Table-12: Showing the response about belief that one of the challenges facing mobile operators in India is the diversity of the coverage regions.
Yes 4 6 6 7 8 31
No 6 4 4 3 2 19
Analysis: As according to the above table 31 out of the total 50 interviewed people in the mobile service providers are of belief that one of the challenges facing mobile operations in India is the diversify of the coverage regions, whereas interestingly another 19 of them deny this.
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A Study on Marketing Strategies with Special reference to Bharti AirTel CHART-12 Chart-12: Showing the response about belief that one of the challenges facing mobile operators in India is the diversity of the coverage regions.
Reliance
BSNL
IDEA
NO YES
VODAFONE
AIRTEL
Interpretation: As according to the above bar chart 62% out of the total 100 interviewed population in that mobile service providers are of belief that one of the challenges facing mobile operations in India is the diversify of the coverage regions, whereas interestingly another 38% of them deny this.
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A Study on Marketing Strategies with Special reference to Bharti AirTel TABLE-13
Table-13: Showing the response to what extent the mobile service providers are very complex standard.
To some extent 6 4 4 6 5 25
To great extent 4 6 6 4 5 25
Analysis: As according to the above table 25 out of the total 50 interviewed people in all the above FIVE major the mobile service providers in Indian Cellular industry find only to some extent that GSM is a very complex standard, whereas the another 25 respondents find to great extent that mobile service providers is a very complex standard.
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A Study on Marketing Strategies with Special reference to Bharti AirTel CHART-13 Chart-13: Showing the response to what extent the mobile service providers are very complex standard.
6
4 To some extent To great extent
0 AIRTEL VODAFONE IDEA BSNL Reliance
Interpretation: As according to the above table 50% out of the total 100% interviewed people in all the above five major the mobile service providers in Indian Cellular industry find only to some extent that GSM is a very complex standard, whereas the another 50% respondents find to great extent that mobile service providers is a very complex standard.
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TABLE-14
Table-14: Showing the response about belief that mobile service providers come close to fulfilling the requirements for a personal communication system.
Company Airtel Vodafone Idea BSNL Reliance Total
Yes 9 8 8 5 7 37
No 1 2 2 5 3 13
Analysis: As the above shows 37 out of total 50 respondents are of the belief that mobile service providers comes close to fulfilling the requirements for a personal communication system, whereas 13 of them are in no way to this belief.
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CHART-14 Chart-14: Showing the response about belief that mobile service providers come close to fulfilling the requirements for a personal communication system.
9 8 7 6 5 4 3 2 1 0 YES NO AIRTEL 9 1 VODAFONE 8 2 IDEA 8 2 BSNL 5 5 Reliance 7 3
Interpretation: As the above shows 74% out of total 100% of population are of the belief that mobile service providers comes close to fulfilling the requirements for a personal communication system, whereas 26 % of them are in no way to this belief.
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A Study on Marketing Strategies with Special reference to Bharti AirTel TABLE-15 Table-15: Showing the belief of the respondents about their service provider has a genuine commitment to creating a modern and efficient communications.
COMPANY
YES
NO
Airtel Vodafone Idea BSNL Reliance TOTAL
10 8 10 8 7 43
-2 -2 3 7
Analysis: As the above table shows 43 out of total 50 respondents are of the belief that their service providers have a genuine commitment to creating a modern and efficient communications whereas the remaining 7 respondents deny this.
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A Study on Marketing Strategies with Special reference to Bharti AirTel CHART-15 Chart-15: Showing the belief of the respondents about their service provider has a genuine commitment to creating a modern and efficient communications.
100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% AIRTEL VODAFONE IDEA BSNL Reliance NO YES
Interpretation: As the above graph shows 86% out of total 100% population are of the belief that their service providers have a genuine commitment to creating a modern and efficient communications whereas the remaining 14% respondents deny this.
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3. FINDINGS AND SUGGESTIONS:-
3.1 Findings:
The aim of the survey was to find out the "Marketing Strategies with special reference to Bharti AirTel All the due efforts were made to find out the appropriate and confide results. Following are the various findings of the research. Bharti AirTel is one of the oldest and market leader in the India. This is used by 32% of the total population from last three years in Bangalore. The company introduced continuous growth and expansion strategies. The company use low cost tariff products for the purpose of to capture more market share. They use penetrating marketing strategy. The respondents who are interviewed using Airtel product from many years, in that more than 32% of the respondents using Airtel product from more than 3 years. The analysis of the project shows that 58% of the respondents not using other products instead of AirTel. Out of 50 respondents 19(38%) respondents prefer Airtel brand. The respondents who are interviewed are totally satisfied with AirTel brand, out of 100% population 50% of respondents gave Excellent rating, 24% as a Good, 20% as Average and only 6% of respondents rated below average. The research also shows the sources of information that the respondents search before purchase. More than 12 respondents out of 50 interviewed are search information by the reference of friends and relatives. Good network coverage is the backbone of the company. That is more than 50% of people attracted by the good network coverage of Bharti AirTel. Respondents satisfactory level with the promotional activity is high i.e. 40%. Out of 50 respondents 16 respondents suggest to giving good scheme for improving the product quality, service availability and parts availability. 98% of the population is aware about AirTel.
A Study on Marketing Strategies with Special reference to Bharti AirTel The research finds that India is potentially one of the most exciting mobile service providers in the world, which is of 49 respondents says YES for the above statement. It also finds governments telecom policy against development of mobile service providers with the 80% of population agrees to the above statement. Research also finds challenges faced by mobile operators in India are the diversity of the coverage regions. It is also finds mobile service provider comes close to fulfilling the requirements for a personal communication system and service provider has a genuine commitment to creating a modern and efficient communications.
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3.2. RECOMMENDATIONS:
Making recommendations assumes considerable knowledge of the picture, including the resources of the firm and all the alternative courses of action. Although is very early to suggest any thing to such a internationally famous company Bharti AirTel Limited., in its mature state of marketing, interactions and feed backs from various outlets, segments of investor. I would like to suggest as under: Consultant should have good relationship with the customers. AirTel should use new techniques of sales promotion. Customer services should be more comfortable than others. The company should give personal attention to each customer. All the details about the company should be given to the customers. The company must try to find new markets especially in the rural areas. The company should do frequent analysis of the competitors. The company should reduce high document to give connection The company should give importance to receive the errors and take short time to solve them Making separate strategy for rural market. The switching between GSM service providers should be reduced by customers. Giving offers and tariffs to Teens & Youths. Giving Free Local Calls & STD Calls Packs offered to the customers. Small Players giving Strong Competition in Different Segmentation so AirTel should look after Call Rates , GPRS , SMS Packs, Broadband Internet (High Speed Data Cards) &Other Value Added Services. There is a lot of scope of product and market diversification. Teledensity is still 47 % in 2nd Fastest growing Telecom Market in India. Still Huge Population is Untapped. 3G & WiMax Technology will Boost Product Life Cycle of Telecom Sector. If Consolidation happens in Next Few Years for Mega Mergers & then Global Mergers, Airtel will be in Worlds Top 3 Rank by present 5th Rank.
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A Study on Marketing Strategies with Special reference to Bharti AirTel Low Broadband Penetration in India only 9 Million Users producing huge opportunities for GPRS Service. M-Banking, M-Commerce & M-Gaming are the Next Engine of Growth in Data Communication in VAS.
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5. CONCLUSION:
From above the details I conclude that 70% Airtel users preferred to remain with Airtel. Also good number of users who were willing to switch from their respective subscribers showed interest in Airtel. Hence, these statistics imply a bright future for the company. Also the company is now providing more services like the door to door services which is you dial the Airtel customer care and would like to send someone flowers the Airtel Company delivers those flowers to the person concerned. Also Airtel is providing free text messaging service and free voice mail service. Call conferencing is also another feature Airtel provides. Recently AirTel offering 10paise (AirTel to AirTel) and 30paise (AirTel to Other local mobiles) to compete against Mobile Number Portability (MNP).
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A Study on Marketing Strategies with Special reference to Bharti AirTel

Department of Management Studies, M.S.Engineering College Bangalore

A Study on Marketing Strategies with Special reference to Bharti AirTel

Department of Management Studies, M.S.Engineering College Bangalore

A Study on Marketing Strategies with Special reference to Bharti AirTel

2.B. NATURE OF THE BUSINESS CARRIED

2.C. VISION, MISSION AND QUALITY POLICY

Department of Management Studies, M.S.Engineering College Bangalore

2.D. PRODUCTS AND SERVICES PROFILE

Broadband and Internet

Department of Management Studies, M.S.Engineering College Bangalore

A Study on Marketing Strategies with Special reference to Bharti AirTel

A Study on Marketing Strategies with Special reference to Bharti AirTel

A Study on Marketing Strategies with Special reference to Bharti AirTel

2.E. AREA OF OPERATION

Bangladesh India and Sri Lanka

A Study on Marketing Strategies with Special reference to Bharti AirTel

Jersey and Guernsey

2.F. OWNERSHIP PATTERN

Department of Management Studies, M.S.Engineering College Bangalore

2.G. Competitors Information:

2.H. INFRASTRUCTURAL FACILITIES:

2.I. AWARDS AND RECOGNITIONS

For the year 2008 - 2009

2.J. WORK FLOW MODEL:FINISHED PRODUCTS

A Study on Marketing Strategies with Special reference to Bharti AirTel

RECEIVING OF THE CUSTOMER ORDERS FROM AGENCIES

PAYMENT TERMS AND CONDITIONS

PREPARING INVOICE FOR CLEARING PAYMENT

DELIVERING OF THE PRODUCT FOR SALE

2.H. FUTURE GROWTH AND PROSPECTS

Department of Management Studies, M.S.Engineering College Bangalore

Department of Management Studies, M.S.Engineering College Bangalore

Department of Management Studies, M.S.Engineering College Bangalore

A Study on Marketing Strategies with Special reference to Bharti AirTel

3. THEORY OF MCKINSEYS 7 S MODEL:

Department of Management Studies, M.S.Engineering College Bangalore

A Study on Marketing Strategies with Special reference to Bharti AirTel

Department of Management Studies, M.S.Engineering College Bangalore

A Study on Marketing Strategies with Special reference to Bharti AirTel

Chairman and Managing Director Sunil Bharti Mittal

Executive DirectorSupply Chain

President Telemedia Services K Srinivas

Department of Management Studies, M.S.Engineering College Bangalore

Department of Management Studies, M.S.Engineering College Bangalore

Department of Management Studies, M.S.Engineering College Bangalore

Department of Management Studies, M.S.Engineering College Bangalore

Department of Management Studies, M.S.Engineering College Bangalore

Department of Management Studies, M.S.Engineering College Bangalore

A Study on Marketing Strategies with Special reference to Bharti AirTel

Department of Management Studies, M.S.Engineering College Bangalore

A Study on Marketing Strategies with Special reference to Bharti AirTel

Department of Management Studies, M.S.Engineering College Bangalore

Department of Management Studies, M.S.Engineering College Bangalore

A Study on Marketing Strategies with Special reference to Bharti AirTel

5. Analysis of Financial statements

Department of Management Studies, M.S.Engineering College Bangalore

34,650.19 25,627.38 18,283.82

41,773.97 35,355.48 26,809.71 16,751.95 12,139.72

15,773.32 11,777.76 10,952.85

Department of Management Studies, M.S.Engineering College Bangalore

& 12,842.00 14,466.89 14,362.33 11,042.67