BRAND Image

BRAND IMAGE
A brand is a "Name, term, design, symbol, or any other feature that identifies one seller's
good or service as distinct from those of other sellers."Branding began as a way to tell
one person's cattle from another by means of a hot iron stamp.
Brand is the personality that identifies a product, service or company (name, term, sign,
symbol, or design, or combination of them) and how it relates to key constituencies:
customers, staff, partners, investors etc.
The word "brand" is derived from the Old Norse brandr meaning "to burn." It refers to the
practice of producers burning their mark (or brand) onto their products.
The Italians were among the first to use brands, in the form of watermarks on paper in the
1200s
Some people distinguish the psychological aspect, brand associations like
thoughts, feelings, perceptions, images, experiences, beliefs, attitudes, and so on that
become linked to the brand, of a brand from the experiential aspect.
BRAND EXPERIENCE
The experiential aspect consists of the sum of all points of contact with the brand
and is known as the brand experience. The brand experience is a brand's action
perceived by a person.
The psychological aspect, sometimes referred to as the brand image, is a
symbolic construct created within the minds of people, consisting of all the information
and expectations associated with a product, service or the company(ies) providing them.

1

NEED OF THE STUDY
The study intends to measure the impact of Airtel brand image on sales
In this content there is a need to understand how far the awareness created by the
company to their brands
The study helps to create awareness towards customers
To know how customers is knowing Airtel as brand
Moreover, services provided by the companies also have very much impact on the
customers in selection of the product, which helps the companies in creating its
brand image and customers loyalty for the brand and also attracting new
customers with the reference of the existing customers.
The market study acts as source of information that where the consumers taste to
preference. Their degree of satisfaction and awareness of consumers. These
studies help full tell focusing light on consumers preferences milk products. Their
satisfaction of brand and attributes, the market companies must know the
satisfactory level of consumers.

2

SCOPE OF THE STUDY
The scope of the study limited to only karimnagar town.
Sample size is 100 respondents.
The study conducted on GSM customers only.
It is concerned with product of Airtel.
It is concerned with Sales and Distribution of Airtel.
Research on Promotional Policies of Airtel.
Consumer is highest dynamic in nature, which enables the prediction in probabilistic
terms.
Consumer psychological thinking process, is strongly believe what they do is logical
in sense, which is often connected with strong emotional activities.
His environment conditions the individual consumer, which in sense determine the
individual assessment and perception, which is forced by social & group influences
towards purchase behavior.

3

OBJECTIVE OF STUDY
To find Brand Image among consumers.
To Ascertains the Position of Airtel Telephone.
To find major factors that contributes towards developing positive brand image
Airtel Telephone.
To know whether Airtel has conformity with the telecommunication.
To know about developmental measures in order to maintain its brand loyalty
buyers amidst competitors.
To know the consumer preference of brands in relation with income category,
occupational status, age, reference group etc.
To find out the factors influencing the consumers buying decisions of Airtel

4

RESEARCH METHODOLOGY
Data Collection Method: - The task data collection begins after a research problem has
been defined and research design/plan is chalked out. First of all we should analyze two
types of data:
1. Primary Data
This is the data collected a fresh and for the first time and thus happens to be original in
character for the purpose of investigation at hand. There are various methods of collecting
primary data such as
1. Interview Method
2. Method of questionnaire
3. Through Schedules etc.
I have selected questionnaire method for collecting the primary data.
Questionnaire Method
In this method a questionnaire is sent to the persons concerned with a request to answer
the question and to return the questionnaire. A questionnaire consists of a number of
questions printed or typed in a definite set of forms.
In preparing of questionnaire the professional marketing researcher carefully chooses the
question and their form working a sequence. The form of a question asked can influence
of response. Researchers distinguish between close end and open-end questions. Close
end question specify all the possible answers. Open and questions allow respondents to
answer in the own words. Close and question provide answers that are easier to interpret
and tabulate. Our survey is based on open end and close end questionnaire.

5

2. Secondary Data
This is the data collected usually start their investigation by examining secondary data to
see whether their problems could partly or wholly be solved without collecting costly
primary data. Secondary data provide starting points for research and offers by advantage
of low cost and ready availability. Secondary data can be collected from various sourced
like.
1. Internal Sources
2. Govt. publication
3. Periodical and Journals
4. Commercial data
5. Books, magazines and newspapers
6. Telephonic & Internecine
For the purpose of the project I have collected information through internal sources,
commercial data, telephonic and internecine (www.airtelworld.com) data.

6

LIMITATIONS OF THE STUDY
Time has been a major constraint in carrying out of the study as it has been only
for 45 days
All the information provided by the customer may not be accurate
Results may be biased due to natural reluctance of the people towards surveys
The respondents were selected randomly so all the limitations pertaining to
random sampling.

7

INDUSTRY PROFILE
Most of the telecommunications forms in India are as prevalent or as advanced as those in
modern Western countries, and the system includes some of the most sophisticated
technology in the world and constitutes a foundation for further development of a modern
network. Telecom Regularity Authority of India (TRAI) is the sole authority empowered
to take binding decisions on fixation of tariffs for provision of telecommunication
services.
India has the world's second largest mobile phone users with over 903 million as of
January 2012. It has the world's third largest Internet users with over 121 million as of
December 2011. India has become the world's most competitive and one of the fastest
growing telecom markets.
Key developments
Telecom Regulatory Authority of India (TRAI) has revealed that the country's
mobile subscriber base has increased from 893.84 million in December 2011 to
903.73 million in January 2012.
Telecom operators added 9.88 million mobile subscribers in J anuary 2012.
The overall tele-density reached 77.57 per cent.
Broadband subscriber base increased from 13.30 million at the end of December
2011 to 13.42 million at the end of January 2012.
Telecom users in rural areas have grown at a faster pace compared to their urban
counterparts in the last five years, a CAG report said.
India added around 20 million subscriptions of the estimated 140 million net
additions in mobile subscriptions across the world during the April-June quarter in
2012, said a report by Ericsson.
The telecom sector is a very capital intensive sector and involves high value investments.
Correspondingly, the mobile phone industry is also experiencing a parallel upward surge,
and a parallel enhancement in technologies used. With the liberalization of the Indian
economy, the telecom sector has become very attractive for mergers and acquisitions
latest being SingTel increasing its stake in Bharti telecom.
8

MARKET PLAYERS
VODAFONE
Vodafone India is a member of the Vodafone Group and commenced operations in 1994
when its predecessor Hutchison Telecom acquired the cellular license for Mumbai. The
company now has operations across the country with over 150 million customers.
Vodafone India has firmly established a strong position within the Vodafone Group too,
making it the largest subscriber base globally. This journey is a strong testimony of
Vodafones success in a highly competitive and price sensitive market.
Vodafone India has been awarded the Most Admired Telecom Operator and Best 3G
Operator at the recent Telecom Operator Awards 2012. The company has also received
the globally recognized prestigious Product of the Year 2012 consumer award for
Vodafone Apps Store in the Mobile Services Category. In another survey conducted by
Nielsen, Vodafone India was the only telecom player in the Top 10 Most Exciting Youth
Brands in India. Vodafone India also features in the Top 10 Most Trusted Brands in
India for 2011, in a survey conducted by a leading financial daily.
Serving the needs of an enterprise, Vodafone Business Solutions is a total
communications offering that caters to all their voice and data, wireless and Fixed-line
requirements. With the advantage of global expertise and experience and the knowledge
of local markets, the business is run through the following verticals Vodafone Global
Enterprise, SME division, National corporate and key accounts. Since its inception,
Vodafone Business Solutions has garnered over 3 million corporate customers in India
and currently provides services to over 6000 Global and national accounts equipped with
a robust and superior network infrastructure and a 24x7 NOC. Vodafone has been
recently awarded the 'Enterprise Mobile Service Provider of the Year' at the 2012 Frost &
Sullivan India ICT Awards. Vodafone India, in line with its group philosophy has
released the Corporate Sustainability Report for India Footprints 2010-11. To view the
online version of the report.Vodafone Group is one of the world's largest mobile
communications companies by revenue with over 398 million customers as at December
31, 2011. Vodafone currently has equity interests in over 30 countries across five
continents and more than 40 partner networks worldwide.
9

IDEA CELLULAR
Idea Cellular, commonly referred to as Idea, is an Indian mobile network operators
based in Mumbai, India.
Inception and growth
In 2000, Tata Cellular was a company providing mobile services in Andhra Pradesh.
When Birla-AT&T brought Maharashtra and Gujarat to the table, the merger of these two
entities was a reality. Thus Birla-Tata-AT&T, popularly known as Batata, was born and
was later rebranded as IDEA.
Then Idea set sights on RPGs operations in Madhya Pradesh which was successfully
acquired, helping Batata have a million subscribers, and the licence to be the fourth
operator in Delhi was clinched.
In 2004, Idea (the company had by then been rechristened) bought over the Escorts
groups Escotel gaining Haryana, Uttar Pradesh (West) and Kerala and licences for
three more UP (East), Rajasthan and Himachal Pradesh. By the end of that year, four
million Indians were on the companys network. In 2005, AT&T sold its investment in
Idea, and the year after Tatas also bid good bye to pursue an independent telecom
business. And Idea was left only with one promoter, the AV Birla group. Rs 2,700 crore
adding Punjab and Karnataka circles. Modis joint venture partner, Telekom Malaysia,
invested Rs 7,000 crore for a 14.99% stake in Idea. Just around then, Ideas subsidiary,
Aditya Birla Telecom sold a 20% stake to US-based Providence Equity Partners for over
Rs 2,0000 crore.
Holding
Initially the Birlas, the Tatas and AT&T Wireless each held one-third equity in the
company. But following AT&T Wireless' merger with Cingular Wireless in 2004,
Cingular decided to sell its 32.9% stake in Idea. This stake was bought by both the Tatas
and Birlas at 16.45% each.
Tata's foray into the cellular market with its own subsidiary, Tata Indicom, a CDMA-
based mobile provider, cropped differences between the Tatas and the Birlas. This dual
10

holding by the Tatas also became a major reason for the delay in Idea being granted a
license to operate in Mumbai. This was because as per Department of
Telecommunications (DOT) license norms, one promoter could not have more than 10%
stake in two companies operating in the same circle and Tata Indicom was already
operating in Mumbai when Idea filed for its license.
The Birlas thus approached the DOT and sought its intervention and the Tatas replied by
saying that they would exit Idea but only for a good price. On 10 April 2006, the Aditya
Birla Group announced its acquisition of the 48.18% stake held by the Tatas at Rs. 40.51
a share amounting to Rs. 44.06 billion. While 15% of the 48.14% stake was acquired by
Aditya Birla Nuvo, a company in-charge of the Birlas' new business initiatives, the
remaining stake was acquired by Birla TMT holdings Private Ltd., an AV Birla family-
owned company. Currently, Aditya Birla Group holds 49.1% of the total shares of the
company. Malaysia based Axiata controls a 14.99% stake in the company.
3G
On 19 May 2010, the 3G spectrum auction in India ended. Idea paid 5768.59 crores for
spectrum in 11 circles. The circles it will provide 3G in are Andhra Pradesh, Gujarat,
Haryana, Himachal Pradesh, Jammu & Kashmir, Kerala, Madhya Pradesh, Maharashtra
& Goa, Punjab, Uttar Pradesh (East) and Uttar Pradesh (West).
On 28 March 2011, Idea launched 3G services in Gujarat, Himachal Pradesh and Madhya
Pradesh.
[5]
The launch cities were Ahmedabad, Shimla and Indore. This makes Idea the
sixth private operator (eighth overall) to launch its 3G services in the country following
Tata Docomo, Reliance Communications, Airtel, Aircel and Vodafone.
Idea currently supports up to 21.1 Mbit/s over 2G speeds of 256 kbit/s. However,
different handsets support different speeds, from 384 kbit/s, 3.6 Mbit/s, 7.2 Mbit/s or 21.1
Mbit/s. Speeds also depend on the 3G plan/recharge that users opt for.
The operator announced that IDEA 3G services will be available in 200 towns of 11 3G
circles by mid-April 2011, progressively growing at the rate of ten towns per day to cover
750 towns by mid-2011 and 4000 towns by the end of 2012.

11

Idea cellular has announced a cut of 70% in the tariff of its 3G services.
On 23 November 2011 Idea Cellular launched two affordable 3G handsets in India: Idea
3G Smartphone Blade priced at 7,992 and Idea 3G Smartphone priced at 5,850. Both
handsets are based on Android 2.2 Froyo.
Idea has also launched a Dual-SIM Android smartphone in India on June 15, 2012 named
as Idea ID-918 at a price point of Rs.5,994 ($108 approx.) It features Android v2.3 OS,
3.2-inch capacitive touchscreen, 3G, Wi-Fi and 3.2 MP rear facing camera.
On 5 March 2013 Idea launched another 3G smartphone called Idea Zeal 3G which is a
Dual SIM phone with 3 Megapixel camera.
Pan India 3G Coverage
Airtel, Vodafone and Idea have begun collaborating to provide 3G coverage to their
customers pan India. The agreement aims to provides for these companies to offer 3G
services to their customers in circles where they have not won any spectrum. It is
expected that the 3 companies will be able to provide 3G services in all circles in India
except Orissa where the three have not won any spectrum.
Enterprise solution
Enterprise Big solution: Won the E governance initiative to Idea Cellular during the year
2011- the first of its kind IVR based LPG gas booking for IOCL & HPCL across 15
circles which is touching lives of about 30 million IOCL/HPCL consumers and generates
about 20 million gas refills every month. The product has enabled customers to book their
gas cylinder by dialing an IVR number on a 24x7 basis and to receive SMS confirmations
for the booking and the dispatch. this project was initiate in Idea Kerala Circle Enterprise
Business Unit team which was head by Mr George Bernard - General Manager - EBU
south circles - the pilot that lasted for more that 8 months the entire solution roll out
across India in 2011 - This is one of top line enterprise solution that has been deployed
pan India.
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Customer service
The company has its retail outlets under the "My Idea" banner. The company has also
been the first to offer flexible tariff plans for prepaid customers
[citation needed]
. It also offers
GPRS services in urban areas.
Idea Cellular won the GSM Association Award for "Best Billing and Customer Care
Solution" for 2 consecutive years
[citation needed]
.
IDEA Cellular has been recognized as the 'Most Customer Responsive Company' in the
Telecom sector, at the prestigious Avaya Global Connect Customer Responsiveness
Awards 2010
[citation needed]
.
UNINOR
Type Private
Industry Telecommunications
Founded 2009
Headquarters Gorgon, India
Key people Yogesh Malik (CEO),
Sigve Brekke (Chairman)
Services Mobile telephony
Wireless internet
Owner(s) Telenor Group (67.25%)
Telewings Group (32.75%)
Employees 1,600
Telenor CEO Jon Fredrik Baksaas launching Uninor in 2009.
Uninor is an Indian mobile network operator based in Gurgaon, India. The company is a
joint venture between Telenor Group, a telecommunications company headquartered in
Oslo, Norway, and Unitech Group, an Indian real estate company. Telenor is in
13

operational and managerial control of the company, which has been branded Uninor in
the Indian market.
Uninor offers mobile voice and data services based on the GSM technology, currently on
a 5.4 MHz spectrum. Uninor services are commercially available in 6 circles, covering a
population footprint of 600 million people. Uninor serves more than 3 crore customers in
the states of Uttar Pradesh, Uttarkhand, Bihar, J harkhand, Maharashtra, Goa, Gujarat and
Andhra Pradesh. Uninor targets youth and other communities within the Indian mass
market.
As of May 2013, Uninor has 31.99 million customers and a total workforce of 8,000
people. Uninor products and services are available from a more than 350,000 retail outlets
serviced by 1,576 distributors.
Network Coverage
At its peak, Uninor operated services in 13 telecom circles of India. Winning fresh
licenses in its 6 most successful circles, Uninor today operates in the following telecom
regions/circles:
Current operations
Andhra Pradesh
Bihar & J harkhand
Gujarat
Maharashtra & Goa
Uttar Pradesh (East)
Uttar Pradesh (West)
Uninors corporate office is located in Gurgaon, Haryana. It has 6 circle offices, one in
each of the circles where its services are commercially available, as well as a number of
zonal offices and technical offices.

14

The circles offices are in
Hyderabad Andhra Pradesh circle
Patna Bihar & Jharkhand circle
Lucknow Uttar Pradesh East circle
Noida Uttar Pradesh West circle
Pune Maharashtra & Goa circle
Free Roaming
On 13 March 2013, Uninor announced that all its subscribers from the Maharashtra and
Goa circle would be able to use their connections without any roaming charges when
travelling in Mumbai, through an agreement with Tata DoCoMo.

Brand
Name and logo
The name Uninor is composed of the names of the two owners of the initial joint venture.
The logotype, font and the visual expression follows that of the Telenor Group and other
Telenor companies.
The tagline Pay Less. Talk More. was introduced in 2011. Uninor also claims to be
Sabse Sasta (English: "the cheapest") in it market communication.
Operations
Technology
Together with its key technology partners, Uninor has established a lean operating model.
Taking the concept of outsourcing to the next level, its transformational partnership
model is based on efficiency gain sharing, process focus for continuous improvement and
simplification.

15

COMPANY PROFILE

Type

Public
Traded as
BSE: 532454NSE: BHARTIARTL
BSE SENSEX Constituent
Industry Telecommunications
Founded New Delhi, NCT, India
Founder(s) Sunil Bharti Mittal
Headquarters New Delhi, NCT, India
Area served South Asia, Africa, and the Channel Islands
Key people
Sunil Bharti Mittal
(Chairman and MD)
Products
Fixed line and mobile telephony, broadband and
fixed-line internet services, digital television and
IPTV
Revenue 419.31 billion (2012)
[1]

Operating income 137.58 billion (2012)
[1]

Profit 53,700 million (2012)
[1]

Total assets 635.59 billion (2012)
[1]

Total equity 18.98 billion (2012)
[1]

Employees 21,299 (2012)
[1]

Parent
Bharti Enterprises (52.7%)
[2][3]

SingTel (15.57%)
[2][3]

Vodafone (4.4%)
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Bharti Airtel Limited, commonly known as Airtel, is an Indian multinational
telecommunications services company headquartered in New Delhi, India. It operates in
20 countries across South Asia, Africa, and the Channel Islands. Airtel has GSM network
in all countries in which it operates, providing 2G, 3G and 4G services depending upon
the country of operation. Airtel is the world's third largest mobile telecommunications
company with over 261 million subscribers across 150 countries as of August 2012.
[4]
It
is the largest cellular service provider in India, with 190.91 million subscribers as of June
2013.
[5]
Airtel is the third largest in-country mobile operator by subscriber base, behind
China Mobile and China Unicom.
Airtel is the largest provider of mobile telephony and second largest provider of fixed
telephony in India, and is also a provider of broadband and subscription television
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 Cisco
Gold Certification. 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.
Airtel is credited with pioneering the business strategy of outsourcing all of its business
operations except marketing, sales and finance and building the 'minutes factory' model of
low cost and high volumes. The strategy has since been copied by several operators. Its
networkbase stations, microwave links, etc.is maintained by Ericsson and Nokia
Siemens Network
[8]
whereas business support is provided by IBM, and transmission
towers are maintained 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, which allowed Airtel to provide low call rates
of 1/minute (US$0.02/minute). During the last financial year (200910), Bharti
negotiated for its strategic partner Alcatel-Lucent to manage the network infrastructure
for the tele-media business. On 31 May 2012, Bharti Airtel awarded the three-year
contract to Alcatel-Lucent for setting up an Internet Protocol access network (mobile
backhaul) across the country. This would help consumers access internet at faster speed
and high quality internet browsing on mobile handsets.

17

HISTORY
Sunil Mittal founded the Bharti Group. In 1983, Mittal was in an agreement with
Germany's Siemens to manufacture push-button telephone models for the Indian market.
In 1986, 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.
By the early 1990s, Sunil Mittal had also launched the country's first fax machines and its
first cordless telephones. In 1992, Mittal won a bid to build a cellular phone network in
Delhi. In 1995, 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 Bombay
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. This expansion allowed it to offer voice services all across India. In 2009, Airtel
launched its first international mobile network in Sri Lanka. In 2010, Airtel acquired the
African operations of the Kuwait based Zain Telecom. In March 2012, Airtel launched a
mobile operation in Rwanda.
[13]

Airtel launched "Hello Tunes", a Caller ring back tone service (CRBT), in July 2004
becoming to the first operator to do so. The Airtel theme song, composed by A.R.
Rahman, was the most popular tune on that year.
On 26 February 2013, Airtel announced that it had deployed Ericssons Mobile
Broadband Charging (MBC) solution and completely modernized its prepaid services for
its subscribers in India. As a part of the deal, Ericssons multi service MBC suite allows
prepaid customers to have personalized profile based data charging plans. Prepaid
customers will be able to customize their data plans across mobility, fixed line and
broadband by cross bundling across multiple domains (2G, 3G, 4G/LTE & Wi-Fi). It will
also offer flexible multi service charging in geographical redundant mode, making Airtel
the first operator to implement geographical redundancy at such a large scale.
18

CORPORATE STRUCTURE
Airtel initial corporate structure concentrated on the hierarchy of the operations inside the
company as a whole. The structure depicted the corresponding operation/region of
different in-charges and it didn't hold anyone responsible for each of its services. So, the
company found it better to restructure its corporate hierarchy. The transformed
organizational structure has two distinct Customer Business Units (CBU) with clear focus
on B2C (Business to Customer) and B2B (Business to Business) segments. Bharti Airtel
B2C business unit will comprehensively service the retail consumers, homes and small
offices, by combining the erstwhile business units - Mobile, Telemedia, Digital TV, and
other emerging businesses (like M-commerce, M-health, M-advertising etc.). The B2C
organization will consist of Consumer Business and Market Operations.
Airtel is the one of the largest mobile operator in the world in terms of subscriber base
and has a commercial presence in 20 countries and the Channel Islands.
Its area of operations include
The Indian Subcontinent
o Airtel Bangladesh, in Bangladesh
o Airtel, in India
o Airtel Sri Lanka, in Sri Lanka
Airtel Africa, which operates in 17 African countries
o Burkina Faso, Chad, Democratic Republic of the Congo, Republic of the
Congo, Gabon, Ghana, Kenya, Madagascar, Malawi, Niger, Nigeria, Rwanda,
Seychelles, Sierra Leone, Tanzania, Uganda and Zambia.
The British Crown Dependency islands of Jersey and Guernsey, under the brand name
Airtel-Vodafone, through an agreement with Vodafone.
Airtel operates in the following countries:
Jersey and Guernsey are British Crown Dependencies. They are not independent
countries. Therefore, Airtel's countries of operation is considered to be 20.

19

Mobile Services
Airtel operates in all telecom circles of India. Its network is present in 5,121 census towns
and 457,053 non-census towns and villages, covering approximately 86.6% of the
countrys population as of September 2012. Airtel is the largest operator in rural India
with 83.82 million subscribers as of April 2013.
Airtel is the 6
th
most valued brand according to an annual survey conducted by Brand
Finance and The Economic Times in 2010.
3G
On 18 May 2010, the 3G spectrum auction was completed and Airtel paid the Indian
government 122.95 billion (US$2.1 billion) for spectrum in 13 circles, the most amount
spent by an operator in that auction. Airtel won 3G licenses in 13 telecom circles of India:
Delhi, Mumbai, Andhra Pradesh, Karnataka, Tamil Nadu, Uttar Pradesh (West),
Rajasthan, West Bengal, Himachal Pradesh, Bihar, Assam, North East, and Jammu &
Kashmir. Airtel also operates 3G services in Maharashtra & Goa and Kolkata circles
through an agreement with Vodafone and in Gujarat through an agreement with Idea.
This gives Airtel a 3G presence in 15 out of 22 circles in India. Airtel is fined by DoT 350
Crores for not stopping offering 3G Services through Roaming Pacts outside its Licensed
Zones in Seven Circles.
On 20 September 2010, Bharti Airtel said that it had given contracts to Ericsson India,
Nokia Siemens Networks (NSN) and Huawei Technologies to set up infrastructure for
providing 3G services in the country. These vendors would plan, design, deploy and
maintain 3GHSPA (third generation, high speed packet access) networks in 13 telecom
circles where the company had won 3G licences. While Airtel awarded network contracts
for seven 3G circles to Ericsson India, NSN would manage networks in three circles.
Chinese telecom equipment vendor Huawei Technologies was introduced as the third
partner for three circles.
On 24 January 2011, Airtel launched 3G services in Bangalore, Karnataka its largest
circle by revenue. With this launch, Airtel became the third private operator (fifth overall)
to launch its 3G services in the country following Tata Docomo and Reliance
20

Communications. On 27 January 2011, Airtel launched 3G in Chennai and Coimbatore in
Tamil Nadu. On 27 July 2011, 3G services were launched in Kerala's 3 largest cities -
Kochi, Kozhikode and Thiruvananthapuram.
Airtel 3G services are available in 200 cities through its network and in 500 cities through
intra-circle roaming arrangements with other operators. Airtel had about 5.4 million 3G
customers of which 4 million are 3G data customers as of September 2012.
4G
On 19 May 2010, the broadband wireless access (BWA) or 4G spectrum auction in India
ended. Airtel paid 33.1436 billion (US$560 million) for spectrum in 4 circles:
Maharashtra, Karnataka, Punjab and Kolkata. The company was allocated 20 MHz of
BWA spectrum in 2.3 GHz frequency band. Airtel TD-LTE network is built and operated
by ZTE in Kolkata, Huawei in Karnataka, ZTE in Punjab and Nokia Siemens Networks in
Maharashtra. On 10 April 2012, Airtel launched 4G services using TD-LTE technology in
Kolkata, becoming the first company in India to offer 4G services. The Kolkata launch
was followed by launches in Bangalore (7 May 2012), Pune (18 October 2012) and,
Chandigarh, Mohali and Panchkula (25 March 2013).
Airtel plans to provide voice services for its TD-LTE subscribers through its existing
GSM network, which would make it the only operator in India to combine voice with TD-
LTE services through GSM network. Airtel selected Nokia Siemens Networks to deploy
its Circuit Switched FallBack (CSFB) voice solution in Airtels TD-LTE network in
Pune. With CSFB, the network can transfer customers to GSM platform to make and
receive voice calls while retaining the TD-LTE network for data services.
On 24 May 2012, Airtel announced an agreement to acquire a 49% stake in Qualcomm
Asia Pacific's India entities, at an investment of 907 crore (US$165 million). Airtel
bought 26% in Qualcomm Asia Pacific from Global Holding Corporation and Tulip
Telecom and the balance 23% by subscribing to fresh equity of Qualcomm. Global
Holding Corporation and Tulip Telecom had bought 13% each in the BWA entities for
US$57.72 million (about 268 crore) in 2010. Qualcomm held 4G spectrum and licenses
in Delhi, Haryana, Kerala and Mumbai. The deal gave Airtel a 4G presence in 8 circles.
On 4 July 2013, Airtel announced that it had acquired an additional 2% equity share
21

capital (making its stake 51%) in all the four BWA entities of Qualcomm, thereby making
them its subsidiaries.
Airtel had 20,000 4G subscribers as of March 2013.
Wi-Fi
Airtel has plans to launch Wi-Fi services in India. It intends to start offering Wi-Fi
services in Delhi NCR, Mumbai and Bangalore in initial phase. All plans will be on
secure wireless broadband internet with unlimited usage and will be session or time
based. Users can use the service by finding a hotspot, selecting 'Airtel Wi-Fi Zone',
activating the voucher and then login to start browsing.
Airtel intends to partner with establishments to set up hotspots which will be termed Wi-
Fi Hangout for an establishment owner and Wi-Fi Partner for the cafe and restaurant
owners. Airtel Wi-Fi Partners can offer services at zero investments and can earn
commission on every Wi-Fi session sold.
Airtel Money
Airtel has started a new mCommerce platform called Airtel Money in collaboration with
Infosys and Smart Trust (now Giesecke & Devrient). The platform was launched on 5
April 2012, at Infosys' headquarters in Bangalore. Using Airtel Money, users can transfer
money, pay bills and perform other financial transactions directly on the mobile phone.
SmartDrive
SmartDrive is navigation app exclusive to Airtel customers. The app features voice-based
turn by turn navigation, real time information update on traffic, approximate time of the
travel on the basis of the traffic situation on the various routes and also lets users see their
location on the map and plan the journey accordingly. It also suggests the subscriber an
alternate route in case of traffic congestion on the normal route. According to Airtel,
SmartDrive calculates the traffic on the basis of the number of GPS devices used on a
particular road, their average speed, as well as historical trends of traffic on that route.
SmartDrive also allows users to search for points of interest like restaurants, theatres and
shopping malls. The app also allows users to keep a record of all trips they make when
22

using voice navigation for later reference through the 'Trip Recorder' feature, Wikipedia
information of places for which information is available and the ability to add frequently
visited locations to favorites, in addition to weather information about the place.
Airtel will offer navigation at 10 per day or 99 per month. Live traffic will be cost 3
per day or 49 per month. Search and map viewer are available for free. The costs do not
include data charges. Airtel states in SmartDrive's FAQ that data is only used when the
user performs searches or calculates routes.
The app is developed by Wisepilot, a mobile navigation solutions provider and uses
Navteq Maps for location and traffic info. It was launched on 12 September 2012. At the
time of launch, it was available only in Bangalore, Mumbai and NCR. Services are
currently available in Chennai. Service will be expanded to Pune and Hyderabad by
December 2012.
Network Experience Centre
Airtel has a Network Experience Centre (NEC) which observes end to end customer
experience, in near real time, along with the standard network elements on Airtel's
operations. The NEC is located in Manesar, Haryana and went live on 31 October 2012. It
is the first such facility in India and will be able to monitor Airtel's network performance
across mobile, fixed line, broadband, DTH, M-Commerce, enterprise services,
International Cable Systems and internet peering points from a single location. It will
monitor all Airtel and partner NOCs. In case of an emergency, the NEC will enable the
operator to prioritize actions to restore normalcy and reduce resolution time.
The NEC houses a video wall with 3600 square feet of solid state LED screen to monitor
Airtel's telecom network. This is the world's biggest video wall for a telecom operator.
Each cube in this wall is 1.6mx1.2 m and there are 175 cubes arranged in a 25x7 matrix.
The clear span of the roof is 49 m x 18 m and the beams, which are fireproof and about 8
feet deep, have been specially designed to hold the structure without columns. The NEC
was designed specifically to be used as a command center in case of national emergencies
and natural catastrophes. The facility is earthquake proof and also provides for a single
control of command and a fully redundant technology layout.
23

Telemedia
Under the Telemedia segment, Airtel provides broadband internet access through DSL;
internet leased lines as well as MPLS (multiprotocol label switching) solutions, as well as
IPTV and fixed line telephone services. Until 18 September 2004, Bharti provided fixed
line telephony and broadband services under the Touchtel brand. Bharti now provides all
telecom services including fixed line services under a common brand airtel. As of
September 2012, Airtel provides Telemedia services to 3.3 million customers in 87 cities.
As on 30 November 2012, Airtel had 1.39 million broadband subscribers.
[56]

Airtel Broadband provides broadband and IPTV services. Airtel provides both capped as
well as unlimited download plans. However, Airtel unlimited plans are subject to free
usage policy (FUP), which reduces speed after the customer crosses a certain data usage
limit. In some plans, Airtel provides only 256kbit/s beyond FUP, which is lower than the
TRAI specified limit of half the subscriber's original speed. The maximum speed
available for home users is 16Mbit/s.
Airtel Broadband Blocking TPB
In May 2012, Airtel Broadband and some other Indian ISPs temporarily blocked file
sharing websites such as vimeo.com megavideo.com, thepiratebay.se etc. without giving
any legal information to the customers. The block was due to a Madras High Court issued
John Doe order taken by Chennai-based Copyright Lab. In response to a petition filed
by Vinay B, a resident of Shimoga, Karnataka, and the District Consumer Disputes
Redressal Forum ordered Airtel to pay 20,000 to the petitioner for "deficiency in
internet service" thereby causing mental agony to the complainant. "By misinterpreting
the Madras High Court order, Airtel blocked entire websites. It is needless to say that the
companys actions amount to deficiency in service as well as unfair trade practice," said
the forum.

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Mission
1. We will meet the communication need of our customers through:-
a. Pro-active customer service with a smile.
b. Deployment of innovative and appropriate technology solution.
c. Consistent and continually improving process and system.
d. We will achieve excellence in team work though empowerment.
2. We will build a people characterized by dignity and respect for every individual.
3. We will recognize changing market needs and profitable organization.
4. As conscious corporate citizens we will make continuous positive Contribution
towards nation building.

VALUES
1. We will put customers first at all times, and build long term relationship with them.
2. We shall believe interpretation and keep every commitment that we make.
3. We will operate with honesty and integrity interpretation all our dealings.
4. We will always give to society more than we take.
5. We will treat every individual with dignity and respect.
6. We will approach every endeavor with zeal and an attitude towards excellence.

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PRODUCT PROFILE

Products & Tariffs
Products & Tariffs
Gold Classic
City Touch Diamond
Silver Platinum
Club Freedom
Business Money Saver Standard Plan
Rural Plan Twin Club
Gold
400 free call units
Monthly Scheme charges
1. Bhopal & Indore Rs. 499/-
2. Jabalpur, Raipur, Karimnagar, Durg, Bhilai, Ujjain, Bilaspur- Rs. 449
3. All Other Airtel Towns - Rs. 399
Chargeable call units
1. 401 - 600 Rs. 1.20 per call unit
2. 601 and above Rs. 1.10 per call unit
Classic
50 Free call units

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1. 51-300 - Rs. 1.00 per call unit
2. 301 and above Rs. 1.20 per call unit
Additional benefit
1. 10 minute pulse for all internet calls from 10.30 pm to 6.30 am.
1. All Calls to Fixed lines - Rs. 1.5 per call unit
2. All calls to WLL (M) & Cellular phones Rs1.5per call unit
3. All other calls Rs.1.5 per call unit
Super Value
Talk time of Rs.105 on Recharge of Rs.100

27

Brand concept
The origin at word brand could be traced from the Norwegian word brand
meaning to burn, owners at live stock (cows & sheeps) had the habit .
BRAND IMAGE
A Brand is a name, term, sign, symbol or design, or a combination of them, intended to
identify the goods or services of one seller or group of seller and to different components
of a Brand name, logos, symbols package designs.
Branding is a major issue in product strategy. On the one hand, development a
branded product require a great deal of long-term, especially for advertising, promotion,
and package designing. Many Brands. Oriented companys subcontract manufacturing to
other companies.
A brand is essentially a sellers promise to deliver a specific set of features,
benefits, and services consistently to the buyers. The best brands convey a warranty a
quality.
The Role of Brands:
Branding identify the source or marker of a product and allow consumers either
individuals or organizations-to assign responsibility to a particular manufacturer or
distributor. Consumers may evaluate the identical product differently depending on how it
is branded.
Consumers learn about brands through past experience with the product and its marketing
program. They find out which brand satisfy their needs and which ones
do not. As consumers lives become more complicated rushed and time starved, the
ability of a brand to simplify decisions making and risk invaluable.
Brand also perform valuable function for firms. First, they Simplify product handling or
tracing. Brand help to organize inventory and accounting records.
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A brand also offers the film legal protection for unique features or aspects of a product.
The brand name can be protected through registered trademarks; manufacturing processes
can be protected through patents; and packaging and be protected through copyrights and
designs.
These intellectual property rights ensure that the firm can safely invest in the brand and
reap the benefits of a valuable asset.
A brand can convey up six levels of meaning.
1. Attributes: A brand brings to mind certain attributes. Vijayadairy Milk Products
suggested well quality, price of the product and image of the products
2. Benefits: attributes must be translated into functional & emotional benefits. The
attributes DURABLE could translate into the functional benefit. The attribute
EXPENSIVE translate into the emotional benefit The products makes me
feel important & admired.
3. Values:The brand also says something about the producers values. Vijayadairy
Milk Products stands for high quality.
4. Culture: The brand may represent a certain culture. The Vijayadairy Milk
Products represent Indian culture: organized, efficient & highly quality.
5. Personality: The brand can project a certain personality.
6. User: The brand suggests the kind of consumer with buys or uses the product.
Most buyers consider several attributes in their purchase decision. There is
no signal evaluation process used by all consumers or by one consumer in all buying
situations. Some basic concepts will help us understand consumer evolution process: first,
a consumer is satisfying a need. Second, the consumer is looking for certain benefits from
the product solution. Third, the consumer sees each product as bundle of attributes with
varying abilities of delivering the benefits sought to satisfy this needMost buyers consider
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several attributes in their purchase decision. If the manufacture can knew this the can do a
number of things to influence buyer decision.
Branding gives advantages to consumer:
When a product is distinguishable by its brand, consumer has an assurance of
quality and consistency in the product attributes being offered.
Certain brands provide status and prestige to consumers which endow a some-
what conspicuous psychological satisfaction otherwise not normally available.
There is a considerable saving of time and energy in shopping for good because a
brand renders product identification much easier. The money value of this saving
in significant in the industrial buying.
It is easier to lodge complaints and claims against marketers when a branded
product fails to live up its proclaimed value of satisfaction. Thus, it gives to
consumers both trade and legal protection against unscrupulous trade practices.
Advantage to sellers:
Branding gives seller several advantages.
The brand name makes it easier for the sellers to process orders and track down
problems.
The sellers brand name and trademarks provide legal protection of unique
product features which competitors would otherwise be likely to copy.
Branding gives to the seller, the opportunity to attract a loyal and profitable set of
customers. Brand loyalty gives sellers some protection from competition and
creates control in planning their marketing program.
Branding helps the seller segments markets.
Strong brands help build corporate image making it easier to launch new brands
and gain acceptances by distributors & consumers.

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BRAND IMAGE AND PRODUCT IMAGE
Every brand image is particularly desired from a product image. The product
image relates to the fundamental aims and satisfaction, which the consumer find in a
particular product. Therefore it is not wrong to stay that the brand image relates to the
specific versions of the product image.
It should be remembered that he consumers cannot be misguided by a glamorous
brand name. Brand image & product image must conform to each other in the long run.
Brand image id the perception and beliefs held by the consumers, as reflected in
the association held in the consumer memory.
The consumer develops a set of brand beliefs about a brand make up the brand
image. The consumer brand image will very with his or her experiences as filtered by the
effects of selective perception, selection and selection retention.
Brand decisions:
In developing a marketing strategy for individual products, the Seller has to
confront the branding decisions. Branding is the major issue in product strategy. On the
one hand, developing a branded product requires a great deal of long-term investment
spending, especially for, advertising promotion & packaging.
The most distinctive skill of a professional marketer is the ability to create,
maintain, protect and enhance brands. Marketers say that branding is the art and
cornerstone of marketing. Manufacturers who brand their products face further choices.
Four-brand-name strategies are used.
Individual Brand Names:-
The individual brands strategy permits the firm to search for the name for each
new product. Anew name permit the building of new excitement & conviction.
A blanket family name for all products:
The development cost is loss because there is no need for name research or for
heavy advertising expenditures to create brand name recognition.

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Separate family names for all products:-
When a company produces quite different products, it is not desirable to use one
blanket family name. so, the company needed to develop separate family name for all
products.
Company trade name combined with individual product names:-
The company name legitimizes & the individual name individualizes the new
product. This is the reason why some manufactures tie their company name with an
individual brand name for each product.
Desirable Qualities for a Brand Name:-
It should suggest something about the products benefits.
It should suggest product qualities such as action or colour
It should be easy to pronounce, recognize and remember.
It should be distinctive.
AWARENESS AND BRANDS
In a highly competitive environment, choosing brand names could be important from the
view point of brand recall and enhancement of brand awareness. Short and simple names
are easier to recall as consumers can store them well in their memory pronunciation is
another important aspect which is associate with brand recall.
At times, a well-known brand name could become a generic name which gets
associated with the product category it self. This may be disadvantages to the brand as
consumers associate the category with the brand. The brand loses its identify and hence
its recall.
Brand Planning
Traditional elements of a brand would include:
Brand vision (long term)
Brand mission (long term)
Market definition
Situation analysis
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1. Market size and far case.
2. Market dynamics and trends.
3. Market structure and share at trade at supplier intermediary and end customer
level segmentation
4. Brandscape (own and competitor brand architecture and performance, brand
definitions comparative brand strategies brand competencies)
5. Market attraction VS brand competency chart
Alternative scenarios for the next 2-5 years
Key programs and their goals
Brand objectives.
Change analysis (what will have to be done differently)
Brand action plan
Component plans (new brand development customer relationship
management, channel plan etc.
1. Brand planning: - Key issues for brand planning include:
How to make if a conditions rather than an annual process
How to involve everyone in the development at the plan
How to implement the plan.
How to communicate performance against the plan making it continuous.
The classic scenario for any brand plan is that it rapidly becomes out at
date I fast moving markets
Most companies recognize that they should be planning on a continuous
basis, same actually do
2) Involving everyone in the planning; one of the main reasons why brand plans
fail is that only a clique of people were involved in generating them in the first
place.

33

3) How to implement and communicate the plan:
Business score cards work on the principle of what guess measured gets done.
They are often also supported by performance assessment procedures and reward and
recognition plans. If people know and understand the plan, can see it is being used to
run the business one rewarded according to the results things are likely to happen.
Brand Elements
There were probably mentioned one way or another all across this blog and not
only. I just feel the need to remind them and put them in a structure no brand can live
without them all efficient brands have them
The most important elements of a brand should be:
Brand position
Who is addressed by companys branded products or service. What the company
does and for whom
The companys unique value and how customers benefit from products and /or
services.
Key competitive differentiators. What makes the brand be chosen, be different
from its competition
Brand promise:
The one most important thing that the brand promises to deliver to its customers
every time.
What customers and partners should express from every interaction how should
they feel as brands customers
Brand personality
What the brand is to be known for
Personality straits that customers, partners and employees use to describe the
company. What comes to the customers mind when addressed about the brand.

34

Brand story
The companys history and how the history adds value and creditability to the
brand
A summary at products / services/ solutions
Brand associations
Physical associates name, logo, colours, Salines, signs, imagery
Ideally, it must reselect the all the above strteneut about the brand and the
company
Logo
The company logo is the corner stone of the firms branding elements. For many
from the logo is the visual reminder of everything that the firm stands for. While a great
logo wont necessarily basic the firm, it plays a vital role in representing if conversely a
weak or confusing logo can detract from the value that the firm brings.
Branding commodities
The market for commodities branding in India is so large that no marketer can
simply ignore it. It promises unlimited opportunity bots in terms at size of market for a
commodity to different types of commodities than can be branded it is difficult to think of
a commodity that does not have the potential to be branded.
Identifying brand earning
Apportioning of total business earnings between brand and all other tangible assets. But
they fail to understand that it is not enough to just differentiates their products.
Brand is a commodity
We are using in an era what brands are becoming commodities and commodities
increasingly being branded. Commodity can be broadly defined as those products which
are undifferentiated and consumers buy there products on the basis at the price. Price is
the most critical factor that determines the choice of purchase of commodities.
Moving away from price:One of the major challenge far marketers fraying to brand
commodities is to move away from price based competition. It is not easy to convince the
customers to make choices independent of price while buying a commodity
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Differentiation
The most important determine of a successful commodity branding is the
differentiation. The marketers has to establish a very strong meaningful and relevant
differentiation to the commodity if he wants to develop a brand is that space creating a
successful differentiation is not easy on commodity marketing. There is a strong
constraint of cost while searching for a meaningful differentiation. The brand will be
targeting a price sensitive customer who may not be willing to pay a high price for a
differentiated commodity.
Branding
The brands in the commodity space many have to grab a major share at voice for
establishing itself in the category. The brands which have been successful on the
commodity space have invested heavily in branding and promotion once the brand is
established, the promotional spends can be rationalized.
Functions Of Brand
Kapferer addressed several brand functions which justify the attractiveness and
value at the brand from a customer perfective.
Identification:Primarily a mechanical function to make sure that the brand is clearly seen
and recognized. Identification concern the essence of the brand and facilitates the
purchaser in his/her decision process and consideration set.
Practicality: Primarily a mechanical function to make sure that the brand is practical and
recognized practically concerns the essence of the brand and facilitates the purchase in
his/her purchase process for re-buy and straight re-buy.
Guarantee: The base brand guarantee function is to reduce the perceived risk irrespective
of the place and time of purchase and consumption
Optimization: The base brand optimization function is to reduce the perceived risk by
offering the basis product against the lowers total cost of rune ship, the best solution on
its category
Badge: The base brand image function is to reduce the perceived risk by confirmation of
self image and/or brand image.
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Continuity: Continuity is an essential satisfaction function created by brand intimacy one
a long period of time due to loyalty.
Hedonistic: Hedonistic is an emotional satisfaction function created by brand
attractiveness,Its logo its communication and experiential remuneration
Ethical: Ethical is an emotional satisfaction function towards the brand responsibility
related to its stake holders and environment
Brands create customers:
The time has come to recognize a new role for brands and the brand team
of the outcome of business. As shown in the brand care model below, brand building is
moving to a crucial position of the strategic center of business operations.
At this vital confluence of company product and customer, the brand team
provides the vision and the platforms to create new forms of value and to create and grow
the customers that will drive the business forward.

BRAND CORE MODEL

Fig.3.1: Brand core model

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Managing brand image: Positioning and repositioning decisions are often taken in
managing the brand overtime. That is, brands are often repositioned to make them appeal
in changing market conditions. But a limitation of their actions is that they are driven by
short term orientation. Their decisions are offer stimulated by shifts in consumer needs as
competitive moves.
Accordingly the long term perfective usually trends to be absent in positioning
and repositioning decisions park, jaworski and mcinnis purpose a framework for
managing the image overtime. Image management necessaries co-ordination between
sales including activities and communication activities. Long term brand image
management begins with the brand concept selection.
First of all, the brand concept needs to be selected. The first selects the meaning of
the brand. It is derived from basic consumer needs. One way of looking into consumer
needs is to see them as functional symbolic, and experiential needs.
Functional needs: These concern the performance or functional aspects of living, for
example, the need to solve the problem of dirt in the house or solution to oral hygiene or
protection against germs.
Symbolic needs: The symbolic needs are learned needs there reflect desires for self
enhancement, identification with a group or need for esteem
Experiential needs: these reveals the third aspect of human beings people seek pleasures
through their senses some seek cognitive stimulations or variety.
TYPES OF BRAND
There are two main types of brand
1. Manufacturer brands
2. Own label brands
1) Manufacturer brands: Manufacture brands are created by producers and bear their
chosen brand name the producer is responsible for marketing the brands. The brand is
owned by the producer.
By building their brand names, manufacturers can gain widespread
distribution.

38

2) Own label brands: own-label brands are created and owned by business that operate
in the distribution channel. Often referred to as distributors.
Often there distributors are retailers, but not exclusively, same times the retailers
entire product range will be own label. However more often the distributor will mix own
label d manufacturers brands. The major super markets are excellent examples of this.
Brand Evaluation:Strong brands draw their strength from customer fierce. They
enjoy customers fierce loyalty and their willingness to pay premium. No brand can ever
claim to be powerful or strong in the absence of command over the hearts and minds of
its target customers.
The critical issue here is to find out what trajectory brands follow in their journey
to become this powerful. The common threat that runs across successful brands is their
evaluation from technical excellence to emotional or symbolic excellence. Broadly four
types at brands can be distinguished: poor brand, power brand,utility brand, and hallow
brand.

Fig.3.2: Brand EvalutionTrajectro

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BRAND EQUITY
Brand vary in the amount of power and value they have in the market. A powerful
brand has high brand equity brand equity is the positive differential effect that knowing
the brand name has on consumer response to the product or service. A measure ofa brands
equity is the extent to which customers are willing to pay more for the brand Philip
kotler.
David Aaker has defined brand equity as the unique set of brand assets and
liabilities that is linked to a brand Brand equity is the net result of all the investments
and efforts that a marketers puts into building a brand ownership of brand customer
loyalty towards it, its perceived quality, positive symbols and favorable associations
around the brand. A bundle of all these attributes together results in brand equity. Only
by continuously maintaining all these aspects, does the marketer convert what really as a
producers into a brand. In simple terms, brand equity is the value or worth of a brand.
David Aaker has proposed a structure of five assets underlying brand equity which
create value for both customers and the marketer.
Brand Loyalty: When customers perceive high value for a brand name or symbol and
exhibit high loyalty to the brand. It is an important assets. It can be used for persuading
the customers for additional purchase or for spreading good will through word of mouth.
Name Awareness: Awareness creation about a brand name among the target audience is
a necessary pre-condition for total of products or services customers ready to purchase an
unknown brand.
Perceived quality: \A well- known brand always convoys an image of good quality,
durability and dependability customers form their own judgment about quality and get
induced into purchase decision.
Brand associations: Customers have certain subjective and emotional attachments which
form a part of the brand equity there associations together form a brand personality.
Which suggests situations and customers for whom the particular brand is suitable.
Other assets: Patents, trade mark, etc., are other valuable assets of a brand.
40

Fig.3.3:Brand equity

Brand strategy decisions:
The important brand strategy decisions are as below
1) Brand Positioning Attributes
- Benefits
- Beliefs and values
2) Brand name selection Selection
- Protection.
3) Brand sponsorship Manufacturers brand
- Private brand
- Licensing
- Co-branding
4) Brand development Line extensions
- Brand extensions
- Multi brands
- New brands.
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Service quality
Service quality is a measure at how well she service delivered matches customer
expectations. Delivering quality service means confirming to customer expectations on a
consistent basis.
According to Farassriraman et al service quality as such can be treated as a composite
measure, she sub-dimensions being tangibles, reliability, responsiveness.
These sub-dimensions are explained as the following:
1) Tangibles: The appearance of physical facilities, equipment, personnel and
communication material.
2) Reliability: The ability to perform promised service dependably and accurately.
3) Responsiveness: the willingness to help customers and to provide prompt service.
4) Assurance: the knowledge and courtesy of employees and their ability to convey
trust and confidence.
5) Empathy: the provision of caring, individualized attention to customers.
Service quality assessment is widely used in the industry, spanning many areas of
business. Although it was used in mainly in service business earlier, it became a very
widely used model, as it gained more acceptance among academic and in industry.
Service quality and branding: Service quality is easy to understand hard to
measure and impossible to keep consistent. In order to make the concept more workable.
Two different perfectives of service quality and branding are:
1. service providers
2. Service customers
1. Service Providers:
Service quality is dynamic since the standards are also set by a growing industry.
Service providers cannot escape accountability from delivering service quality
since the service quality standards are set by them.
It is easier to monitor their process since it is measurable against the quality
standards.
42

The major drawback of this perspective is that it is inward looking.
2. Service Customer:
To a service customer, service quality means how well the service meets or
exceeds their expectations while the customer perspective is plainly superior to both
conceptualization and delivery measuring accomplishments an service quality is harder as
different customer may perceive the service quality differently on one hard. Service
quality is realistic on the other. It can be quite frustrating.
Whichever perspective is finally adopted. There are three challenges for the brand.
How to bridge the perspective at the service provider and the service customer.
How to keep service quality consistent.
Evaluating the care at a brand around service quality
One of the way to bridge these differing perspectives on service quality is to create a
chain of three links:
Service quality at the core of brand service products are fundamentally intangible.
Therefore, branding attributes are quite different from tangible brands.
The core of a service brand is the ease of evaluating the quality of service
experience for the customer of service products and brands, three types of service
attributes impact and affect their evaluation these are:
1) SearchAttributes: the search attributes are the features that customers
attributes are not ready viewable customer lowers its assessment of the service
quality of the brand.
2) Experience Attributes: Experience attributes are those features of a brand
that customers can evaluate but only during the use experience of the brand.
If the brand experience is positive, customers rate service quality of the brand
quite high.
3) Credence Attributes: The third and final set of service attributes. The
credence attributes are those that the customer may or may not be able to
evaluate even after having experienced the service and may need reflection,
endorsement and expertise before evaluating service quality. Since service
brands with credence attributes can be over whelming to service customers,
43

customers may not rush to judge the brand on service quality. High quality of
service is considered an essential determinant of the long term profitability not
only of service organizations, but also of manufacturing organizations.
Service Delivery Link: It connects the providers commitment delivery excellence with
the service provided. This is a crucial link because without a clear com
Customer satisfaction links: It connects the customers satisfaction the level of customer
loyalty. A strong customer satisfaction is beneficial for both the customer and the
provider.

Customer relationship link: It underscores the need to develop relationship between the
customer and service provider. If all of these links are working properly.
Customer loyalty will provide positive word-of mouth communication about the
service organization, feeling of a sense of belonging and commitment to relationships
with the service provider.
Service quality and Building power brands:
Strong brands are often the most distinctive brands in the market. While analyzing
a brand, a marketer has to define clearly what the brands gives to the created, benefits that
emerge obsessions it represents are major questions of concern to him. A brand is a
source of value of a company.
Brand Extensions:
Brand extensions is the use of an established brand name in new product category.
This new category to which the brand is extended can be related or unrelated to the
existing product category. A successful brand helps an organization to lunch products in
new categories more easily.
Extending a brand outside its care product category can be benefits at in a sense
that it helps evaluating product category opportunities, identifies, resources requirements,
lowers risk, and measures brands relevance and appeal.

44

Characteristics of Brand Extension:
According to peter F. Drucker, a successful brand extensions have three
characteristics.
1) Perceptual Fit: The consumers must perceive the new item to be consistent
with the parent brand
2) Benefit Transfer: A benefit offered by the parent brand must be desired by
consumers of products in the new category.
3) Competitive leverage: The new items must stock up measurable to established
items in the new category.
Brand Extension and brand stretching:
Marketers have long recognized that strong brand names that deliver higher sales and
profits have the potential to work their magic on other products.
The two options for doing this are usually called brand extension and brand
stretching
Brand extension: brand extension refers to the use of a successful brand name to launch
a new or modified products in a same brand market. A successful brand helps a company
enter new products categories more easily.
Brand stretching: Brand stretching refers to the use of an established brand name for
products in unrelated markets.
Brand positioning:
Brand positioning refers to target customers reason to buy your brand in
preference to others , it is ensures that all brand activity has a common aim is guided
directed and delivered by the brands benefits / reasons to buy and it focuses of all points
of contract with the customer.
Brand positioning involves identifying and determining points of similarly and difference
to ascertain the right brand identify and to create a proper brand image Brand
positioning is the key of marketing strategy. A strong brand positioning directs marketing
strategy by explaining the brand detail the uniqueness of brand and its similarly with the
competitive brands as well as the measure for buying and using that specific brand
positioning is the base for developing and increasing the measured knowledge and
45

perceptions of the customers. It is the single feature that sets your service apart from your
competitors.
Brand Response
Brand response involvement refers to the degree to which the consumer makes a
mental effort in order to make a brand choice. When brand response involvement is high
consumers are motivated to search for specific information and compare brand
alternatives.
When brand response involvement is low consumers are not motivated to think about
their brand choice.
Brand Experience
Brand experience express a brand in terms of how consumers perceive it through
sensory receptors. The sensory receptors are in the form of hearing visual indicators
kinesthetic aspects (feelings), olfactory aspects (smell) and tactile aspects (sense of
touch). Brand experience is based on experiential marketing. Which recognized the fact
that any thought process is driven by neurological process, uses a language for expression
and has a pattern. This could be applied to consumer behavior and branding through
sensors receptors.
The concept is very useful in creating the experience and individual may have had
with regard to the brand. As humans customers have the ability to play
back the experience they have had and this is the mechanism used in brand singer
printing.
Every brand communicates the companys promise to its users, but for the
communication to have a powerful impact on the users minds it is necessary to create a
memorable journey
Brand Identify & Packaging:
The retail store is the best opportunity to prompt a purchase, it is what we call
first moment at truth for the users. At this critical juncture.In space and time. It is
important that the product reaches out to the users and cannot emotionally our in-depth
understanding at users and retail environment enables us to create brands that stands apart
instantly engaging users.
46

Brand Aesthetics:
Aesthetics has a number of important implications for branding. This could be
referred to as the marketing of sensory experiences. Other than what has already been
mentioned, which contributes to the brands identify. It has a focus on the aesthetic
gratification of consumers. There is also a possibility that consumers associate positive
aspects of aesthetics with the organization marketing the brand.
The second aspect of aesthetics namely theme, refers to brand names, symbols,
slogans and singles used in advertisements.
Managing brands with current trends of advertisement:
The two of the key drivers to building brand strength are creating a district brand
identify for example is often used a limited graphic-centric manner or used
interchangeably with brand image. This also differentiated between brand image and
brand identify. Another key to building brand strength is developing a unique brand
personality.
Unique Selling Process (USP)
The unique selling proposition (unique selling point or USP) is a marketing
concept that was first proposed as a theory to explain a pattern among successful
advertising campaigns of the early 1940s it states that such campaigns made unique
proportions to the customer and that this convinced them to switch brands. The term was
invented by Rosser Reeves of Ted Bates &Company. Today the term is used in other
fields or just casually to refer to any aspect of an object that differentiates from similar
objects.
A number of business and corporations currently use USP as a basis for their
marketing campaigns.
Definition:
In reality in advertising Reeves comments the USP is widely misunderstand and gives
a precise definition in three parts:
1. Each advertisement must make a proposition to the consumer. Not just words, not
just product puffery, not just show-window advertising. Each advertisement must
say to each reader buy this products and you will get this specific benefits.
47

2. The proportion must be one that the competition either cannot or does not offer. If
must be unique either a uniqueness of the brand or a claim not otherwise made in
that particular field of advertising.
3. The proposition must be so strong that is can move the mass millions, i.e, pull
over new customers to your product.
Use a unique selling proposition or USP. Having a USP will dramatically
improve the positioning and make stability of your company and products by
accomplishing 3 things for you.
1. Unique: if clearly sets you apart from you competition, positioning you the more
logical choice.
2. Selling: if persuades another to exchange money for a product or service.
3. Proposition: it is a proposal or offer suggested for acceptance.
Forces Affecting Brands:
Like all other things, brands are also part of the environment. They cannot escape
from the impact of forces contained therein. sometimes brands ride high on a wave of
fortunes and sometimes they are forced to bite the dust.
Maintaining leadership requires continuous maintaining and innovative response
to the changes, release by environmental shifts. It encompasses following aspects.
1) Demographic shifts:- Demo graphic environment is concerned with the
population and its related variables. The brand manager must keep an eye on
demographics like population growth rates population served markets (city,
country, regions)the population age mix the male, female ratio, ethics groups and
literacy levels. All these factors constitute a dominant reality of the demand side.
The inability to proactively monitor and respond to demographic changes, may
hurt a brand badly.
2) Economic shifts: Brands find a market in customer who buy them. Brands are
guided by the financial circumstances of people in the markets.

48

Challenges facing brands:
Brands are manufactured in factories, made available on retail shelves and are
consumed by consumers. This statement views the brand in a physical sense. If a brand is
taken as a physical entry. Its management over time would revolve around maintaining a
brands physical healths. If may sound very logical and correct. But this perspective is
myopic. It misses the fundamental essence of the brand. A brand is not a physical entry. It
is an intangible occupant of perpetual space. A brand may be legally owned by the
company. But it is possessed by the people. A brand is what is means to customers.
A strong brand implies strong and valid associations that are linked to the brand
mode in a customers memory. It is these associations which create equity. A customer
responds to the marketing of a product in a particular manner. How he responds if the
product is unbranded or branded the differential is a brands contribution. When a
customer acts more favorably, the adds value. And if he adds negative differential, the
brand loses value. Its equity is negative strong brand adds greater value.
Building Brand Loyalty:
Many business firms neglect their loyal customer base in pursuit of new
customers. However, since the cost to attract new customers is significant more than to
maintain their relationship with existing ones, their efforts toward building brand loyalty
will certainly pay off. They are following ten ways of building brand loyalty as:
1) Communicate: Whether it is an e-mail, news letter, monthly flier, a reminder card
for a tune-up, or a holiday greeting card, reach out to the steady customers.
2) Customer Services: Go the extra distance and meet customer needs. Train the
staff to do the same, customer remembers being treated well.
3) Employee loyalty: Loyalty works from the top down. If a company is loyal to its
employees, they will feel positively about their jobs and pass that loyalty along to the
customers.
4) Employee training: Train employees in the manner that they like to interact with
customers. Empower employees to make decisions that benefit the customer.
5) Customer incentives: Give customer a reason to return to the business
49

6) Product awareness: Know what the steady patrons purchase and keep these items
in stock. Add other products or services that accompany or compliment the products that
the regular customers buy regularly. And make sure that staff under stands everything
they can about the products.
7) Reliability: If a purchase will arrive on Wednesday, Be reliable. If something
goes wrong, let customers know immediately and compensate them for their in convince.
8) Be flexible: Try to solve customer problems or complaints to the best.
9) People over technology: The harder it is for a customer to speak to a sales man
when he/she has a problem, the less likely it is that salesman will see the customer again.
10) To know their names: Get to know the names of regular customers or at least
recognize their faces.

50

1. CONNECTION TYPE
Table 4.1
TYPE
NO. OF RESPONDANTS

% OF RESPONDANCE
Prepaid
70
70%
Postpaid
30
30%
Total
100
100%
Chart 4.1

Interpretation 4.1
From the above graph we can analyze that
70% of respondents have chosen prepaid service since they want to be
economical and can have an idea on the amount being spent.
30% of the respondents have chosen postpaid service since they had
confidence of controlling their bill amount. And of them used Postpaid
because their respective offices mostly provide them.
70
30
0
10
20
30
40
50
60
70
Prepaid Postpaid
Connection Type
51

2. Occupations of the Respondents
Table 4.2
Occupation Number of
Respondents
% of respondance
Public Sector
Employee
5 5%
Private Sector
Employee
30 30%
Business Men 20 20%
Students 40 40%
Others 5 5%
Total 100 100%
chart 4.2

5
30
20
40
5
0
5
10
15
20
25
30
35
40
Public Sector
Employee
Private Sector
Employee
Business Men Students Others
52

Interpretation 4.2
From the table, the survey regarding the occupations of the employees it is incident
that:
a) 5% of the total Airtel customers belong to Public Sector.
b) 30% of the customers belong to the Private Sector.
c) 20% of the customers are Business Men.
d) 40% of the customers belong to Student Community.
e) 5% of the customers are comprised with the other type of category.

53

3. Factors Considered while taking cell connection
Table 4.3
Factors
Considered
Number of Respondents % of respondance
Brand Image 05 05%
Services 25 25%
Call charges 30 30%
Availability 10 10%
All the above 30 30%
Total 100 100
Chart 4.3

5
25
30
10
30
0
5
10
15
20
25
30
Brand Image Services Call charges Availability All the above
54

Interpretation4.3
From the table the following factors are observed regarding the Factors that are
considered while taking a cellular connection.
Out of 100 respondents, maximum respondents will look in for the
services and the call charges the service provider is providing to them.
Some of the respondents looked in for all the factors like Brand image,
services, call charges and availability.
Only very few respondents looked in for the availability and the Brand
Image individually.

55

4. Services Provided by the Current Service Provider
Table 4.4
Rate of
Satisfaction
Excellent 11 11%
Good 20 20%
Satisfied 44 44%
Not Satisfied 25 25%
Total 100 100
Chart 4.4

Interpretation 4.4
Maximum number of respondents said that the services provided by their
current service provider are satisfactory.
Some of the respondents said that the services are good.
Many of the respondents were unsatisfied with the services provided by their
current service provider.
11
20
44
25
0
5
10
15
20
25
30
35
40
45
Excellent Good Satisfied Not Satisfied
56

5. How they are aware of various service providers
Table 4.5
Means of
Awareness
Number of
Respondents
% of respondance
Hoardings 4 04%
News Papers 20 20%
Friends 40 40%
Advertisements 36 36%
Total 100 100
Chart 4.5

4
20
40
36
0
5
10
15
20
25
30
35
40
Hoardings News Papers Friends Advertisements
57

Interpretation 4.5
Many of the respondents have answered that they have to come to know about
various service providers through advertisements.
Some of them have said that they came to know about different service
providers through friends and News Papers.
Very less amount of people have got aware of various cell service providers
through Hoardings.
Only two customers have said that they have cam to know about the cell
service providers through all the above stated means.

58

6. Have you used Airtel Connection Before
Table 4.6
Usage of Airtel Number of Respondents % of respondance
Yes 28 28%
No 72 72%
Total 100 100
Chart 4.6

Interpretation 4.6
Many of the respondents said that they havent used the Airtel connection
before.
And only few of them have used Airtel before and have shifted from Airtel to
other service provider.

28
72
0
10
20
30
40
50
60
70
80
Yes No
59

7. Interested in using Airtel In future
Table 4.7
Usage of
Product
Yes 64 64%
No 36 36%
Total 100 100
Chart 4.7

64
36
0
10
20
30
40
50
60
70
Yes No
60

Interpretation 4.7
Many of the respondents want to use Airtel in the future if any customer
related benefits are provided.
They also said that if the call charges have been reduced they will be definitely
using Airtel.
The Post-Paid customers who have shifted from Airtel said that it is the wrong
billing in Airtel which made them to shift from Airtel.
Some of them dont want to shift from their current cell service provider.

61

8. Reasons for shift to other service provider
Table 4.8
Shifting Reasons Number of
Respondents
% of respondance
High Call Charges 85 85%
Improper Signal 0 0%
Want to try new operator 10 10%
Others 5 05%
Total 100 100%
Chart 4.8

Interpretation 4.8
The respondents who have used Airtel and shifted to other cell service provider have
answered to this question.
Many of them said that they have shifted to other cell service provider due to high call
charges in Airtel.
85
0
10
5
0
2
4
6
8
10
12
14
16
High Call Charges Improper Signal Want to try new
Operator
Others
62

9. Rating about the services provided by Airtel
Table 4.9
Network
Coverage
Excellent 55 55%
Good 27 27%
Satisfied 18 18%
Un Satisfied 0 0%
Total 100 100%
Chart 4.9

55
27
18
0
0
5
10
15
20
25
30
Excellent Good Satisfied Un Satisfied
63

Interpretation 4.9
Out of 100 respondents only 60 respondents know about the Airtel services
offers.
Many of the customers have accepted that the services provided by Airtel are
excellent regarding the Network coverage and signal quality.
Some of them have stated that the customer care and the call charges are
satisfied and.
They have stated that the value added services provided by Airtel are good.
On an average the customers rating for the services provided by Airtel are
good when compared other cell service providers.

64

10. Rating for Network coverage
Table 4.10
Network
Coverage
Excellent 67 67%
Good 25 25%
Satisfied 08 08%
Un Satisfied 0 0%
Total 100 100%
Chart 4.10

67
25
8
0
0
5
10
15
20
25
30
Excellent Good Satisfied UN Satisfied
65

Interpretation 4.10
From the above table the following interpretation is made regarding the network
coverage of Airtel.
Out of the 60 respondents who are aware of Airtel product 40 respondents have
said that the network coverage of Airtel is Excellent.
15 respondents of the total respondents have stated that the network coverage of
Airtel is Good.
05 of the respondents have stated that the network coverage is Satisfactory.
There were no Unsatisfied customers regarding the Airtel network coverage.

66

11. Rating for the Customer Care
Table 4.11
Customer Care Number of Respondents % of respondance
Excellent 17 17%
Good 58 58%
Satisfied 17 17%
Un Satisfied 08 08%
Total 100 100%
Chart 4.11

17
58
17
8
0
5
10
15
20
25
30
35
67

Interpretation 4.11
17% of the respondents have said that the customer regarding Airtel is
excellent.
58% of the respondents have said that the customer regarding Airtel is good.
satisfied.
unsatisfied.

68

12. Rating for the Call Charges
Table 4.12
Call Charges Number of Respondents % of respondance
Excellent 2 2%
Good 40 40%
Satisfied 50 50%
Un Satisfied 8 8%
Total 100 100%
Chart 4.12

Interpretation 4.12
2% of the responded said that the call charges are excellent in Airtel.
40% of the responded said that the call charges are good in Airtel.
50% of the responded said that the call charges are satisfied in Airtel.
8% of the responded said that the call charges are unsatisfied Airtel.

2
40
50
8
0
5
10
15
20
25
30
69

13. Respondent feelings towards price of Airtel products, which they are using
Table 4.13
Feelings No. Of Respondent Percentage
Too Costly 10 10%
Correctly Priced 65 65%
Cheaper Than What They
Expected
25 25%
Total 100 100%

Chart 4.13

Interpretation 4.13
From the above graph it is clearly known that the
10% of the respondance is feeling that the Airtel services are too costly.
65% the respondance is feeling that the Airtel services are correctly priced.
25% the respondance is feeling that the Airtel services are cheaper than what they
expected.
10
65
25
0
10
20
30
40
50
60
Too Costly Correctly Priced Cheaper Than
What They
Expected
Respondent feeling about brand
No. Of Respondent
70

14. over all brand image of Airtel.
Table 4.14
S. No. Option Percentage
1. Good 65%
2. Very Good 25%
3. No Comment 10%

Chart 4.14

Interpretation 4.14
From the above graph it is known that the
65% of respondance says brand image of Airtel is good.
25% of respondance says brand image of Airtel is very good.
10% of respondance says brand image on Airtel is no comments.

65%
25%
10%
Good Very Good No Comment
0%
10%
20%
30%
40%
50%
60%
70%
OVER ALL BRAND IMAGE OF AIRTEL.
Percentage
71

FINDINGS
70% of respondents have chosen prepaid service since they want to be economical
and can have an idea on the amount being spent.
40% of the customers are students who are using Airtel services.
Maximum respondents will look at for the services and the call charges the service
provider is providing to them.
Maximum number of respondents said that the services provided by their current
service provider are satisfactory.
Some of them have said that they came to know about different service providers
through friends and News Papers.
And only few of them have used Airtel before and have shifted from Airtel to
other service provider.
Many of the respondents want to use Airtel in the future if any customer related
benefits are provided.
Many of them said that they have shifted to other cell service provider due to high
call charges in Airtel.
Many of the customers have accepted that the services provided by Airtel are
excellent regarding the Network coverage and signal quality.
Many of respondents who are aware of Airtel product 40 respondents have said
that the network coverage of Airtel is Excellent.
Many of respondents many of the respondents have said that the customer
regarding Airtel is not as good as other cell service providers do.
Many of them have said that the call charges in Airtel are somewhat high when
compared to the other cell service providers. Only one responded that the call
charges are excellent in Airtel.
The maximum respondance are feeling that the Airtel services are correctly
priced.
The maximum respondance says brand image of Airtel is good.

72

SUGGESTIONS
From the Survey reports the suggestions that can be made are:
Awareness programs: Still more awareness programs have to be implemented in order to
attract more customers like: -
1. Increase advertisement campaigns.
2. Increase Electronic media usage for the awareness programs.
3. Establishment of Hoardings in rural areas also.
4. Bringing awareness through issue of pamphlets in the newspapers.
Consumer Retention: Airtel has to implement some more retention programs like: -
1. Extra talk times should be given to the potential customers who are there for more than
2 years in the subscriptions.
2. Some festival offers should be given in order to retain the customers.
3. If more messages and extra talk time benefits are given then it can help for the retain
for the potential customers.
Airtel has to increase the customer care centers in order to concentrate more on the
customers queries and their problems.
The reduction in the call charges can still attract more number of customers who are
willing to shift to Airtel from other service providers.

73

CONCLUSIONS

From the market research on Brand awareness of Airtel, I have found that the Karimnagar
has good market especially for telecommunication. Here, in Karimnagar most of the
people are using Airtel. In Karimnagar most of the people are aware of Airtel and its
services. Most of the customers are satisfied with the services provided by the Airtel. But
Airtel need to improve their 3G services in Karimnagar district. Airtel need to improve
their broadband services in Karimnagar.
So it is concluded that, most of the people of Karimnagar are aware of Airtel brand.

74

QUESTIONNAIRE

Name :
Age : Sex: Male/Female
Address :
Mobile No._______________________

1) Which type of connection youre using?
a) Prepaid b) Postpaid

2) What is your Occupation?
a) Public Sector Employee b) Private Sector Employee
c) Business d) Student
e) Others (please specify)

3) What factors do you consider while taking a cell connection?
a) Brand image b) Services c) Call Charges
d)Availability e) All the above

4) How are the services provided by your current cell service provider?
a) Excellent b) Good c) Satisfied d) Not Satisfied

75

5) Are you aware of Airtel services and offers?
a) Yes b) No

6) Have you used Airtel connection before?
a) Yes b) No

If yes which type of Airtel connection have you used before?
a) Pre-paid b) Post-paid

7) Are you interested in using Airtel in future?
a) Yes b) No

8) What is the reason for your change to other cell service provider?
a) High call charges
b) Improper signal
c) Want to try new operator
d) Others

76

9) How do you feel about different services provided by Airtel?
S.no

Description

Excellent

Good

Satisfied

Un Satisfied

1. Network Coverage

2.

Customer Care

3.

Call Charges

4.

Other Benefits
(Value Added
services)

10) Rating for Network coverage

1. Excellent
2. Good
3. Satisfied
4. Un Satisfied
11) Rating for the Customer Care

1. Excellent
2. Good
3. Satisfied
4. Un Satisfied

77

12) Rating for the Call Charges
1. Excellent
2. Good
3. Satisfied
4. Un Satisfied
13. Respondent feelings towards price of Airtel products, which they are using
1. Too Costly
2. Correctly Priced
3. Cheaper Than What They Expected

14. over all brand image of Airtel.
1. Good
2.Very Good
3.No Comment

13) Complaints if any:

.
.

14) Suggestions:

.
.

78

BIBLIOGRAPHY

1) MARKETING MANAGEMENT - by Philip Kotler

2) RESEARCH METHODOLOGY - by C.R. Kothari

3) STATISTICS FOR MANAGEMENT - by G.C Beri

4) LESSONS ON SERVICES MARKETING - by Ram mohan rao

5) GLOBAL MARKETING MANAGEMENT - by Keesan warren J

Web Sites:
http://www.Airtel.co.in
http://www.Baniboovvcb.com
http://www.netmba.com
http://www.coai.com

79

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