A Summer Internship Project Report on

A STUDY ON ANALYZING THE MARKET AND SALES IN

SMEs

Submitted in partial fulfillment of the requirements for the degree of
Post Graduate Diploma in Management (Marketing)
By
Sumit jaisinghani
(Roll No.C2M-51)

Under the guidance of
DR.VINAYDEEP

A Study Conducted for BHARTI AIRTEL LTD., PUNE


at
Indira School of Business Studies,
Tathawade, Pune 411033
(2013-15)


INDUSTRY OVERVIEW
BHARTI AIRTEL IN INDIA
Bharti Airtel Limited is a leading global telecommunications company with
operations in 20 countries across Asia and Africa. Headquartered in New
Delhi, India, the company ranks amongst the top 4 mobile service providers
globally in terms of subscribers. In India, the company's product offerings
include 2G, 3G and 4G wireless services, mobile commerce, fixed line
services, high speed DSL broadband, IPTV, DTH, enterprise services
including national & international long distance services to carriers.

In the rest of the geographies, it offers 2G, 3G wireless services and mobile
commerce. Bharti Airtel had nearly 287 million customers across its
operations at the end of Dec 2013.

Telemedia Services segment cover voice and data communications based on
fixed network and broadband technology. Airtel Business segment covers
telecom solutions being provided to Indian and global corporations. In
October 2013, Bharti Airtel Limited completed the acquisition of Wireless
Business Services Private .

Major Players of Telecom Industry

Airtel Vodafone
Idea Tata Docomo
BSNL Reliance
Uninor Aircel
MTNL Unitech
Videocon Sistema





QUESTIONNAIRE


Q.1 For how long you have been using Airtel Product?

0-2 Years
2-5 Years
5-10
Years
More than 10 years

Q.2 Are you using other product instead of Airtel?

Ye
No

Q.3 Among them, which Brand you, prefer most?

Idea
airtel
voda


Q. 4 How would you rate the experience with Brand?



Excellent Good Average Below
Average
voda
Airtel
Idea

Q.5 Do you collect any information search before making purchase?

Ye
No.

Q.6 If yes, which sources are used?

Magazine
Dealers
Sales Executives
Operators reference
Pamphlets and catalogue
Reference from friends


Q.7 What are the features you look for in a product before making
purchase decision? Give preferences (1-Highest, 6- least)

1. Brand credibility
2. Price and Discount
3. After sales services and parts, network Value for money
4. Vehicle performance
5. Add on features or ergonomics of design



Q.8. Which of these marketing / sales schemes attracts you
while purchasing any connection?

Good Network
Discount
Scheme
Package
Others


Q.9 If you have to purchase a new connection or product in
near future, which Brand will you go for and why?

_________________________________________________
__
_________________________________________________
__
_________________________________________________
__
______________________________________________

Q.10 Are you aware of various promotional activities being run
by Airtel, if yes then how? Are you satisfied with these
promotional activities?




Very Satisfied Somewhat Not
Satisfied Satisfied satisfied









Customer Care
ByAdFilms
By Camp
24 hrs call center services



Q.11 How would you rate Airtel performance as your expectation
on 5 points scale (5 Highest)
1 2 3 4 5
After Sale
service
Maintenance
Product as per expectation

Q.12 What are you suggestions for improving the product
quality, service availability and parts availability?

__________________________________________________
_
__________________________________________________
_
__________________________________________________
_
_

COMPANY PROFILE


Vision


"As we spread wings to expand our capabilities and explore new
horizons, the fundamental focus remains unchanged: seek out the best
technology in the world and put it at the service of our ultimate user: our
customer."

These are the premise on which Bharti Enterprises has based its entire
plan of action.

Bharti Enterprises has been at the forefront of technology and has
revolutionized telecommunications with its world-class products and services.

Established in 1985, Bharti has been a pioneering force in the telecom sector.
Telecommunications services provider in key markets in India, with a
focus on providing mobile services.

The Company has developed the following strategies to achieve its
strategic objective:

Focus on maximizing revenues and margins;


Capture maximum telecommunications revenue potential with
minimum geographical coverage;
Offer multiple telecommunications services to provide customers with a
"one-stop shop" solution;

Position itself to tap data transmission opportunities and offer advanced
mobile data services;

Focus on satisfying and retaining customers by ensuring high level of
customer satisfaction;

Leverage strengths of its strategic and financial partners; and


Emphasize on human resource development to achieve operational
efficiencies.

MARKET SHARE OF AIRTEL

Bharti Airtel grabbed the highest number of net wireless & wired telephone
subscriptions in October, 2013. With a market share of 22.60% and for the
same month it also stands as largest cellular service provider in India.
Private wireless service providers now hold a staggering 88.41% market share
while the PSU service providers combined [BSNL + MTNL] are now left
with just 11.59% market share. As of October 2013, Airtel is Indias largest
wireless service provider with 22.26% market share as it also managed to
attract the maximum number [1.48 million] of subscriber additions. Both,
Vodafone and Idea Cellular managed to grab around 1.15 million new
wireless subscribers, while Aircel and Reliance too managed to attract new
subscribers, but not many in comparison. Videocon and HFCL [acquired by
RIL] managed to achieve highest monthly growth rates of around 7.40% and
5.79% respectively. On the other hand, Unitech, Tata and MTNL lost
subscribers to other service providers in the month of October, 2013.


SUGGESTIONS


Following are the few suggestions to AIRTEL for improving the market
share and image of the products concerned.

1. PRODUCT
*Modification must be brought about in AIRTEL, in terms of quality.
Its demand should be increased.

2. PLACE
* The brands must be made available easily in, PCO & general stores.

3. PROMOTION
*Company must undertake extensive promotional activities like
advertisements must be released in different Medias to create brand
awareness.
*Free samples should be distributed among the prospects. Sales
promotion tools like gifts, contests and coupons must be given to
retailers as well as customers and prospects.














RECOMMENDATION



I have made following recommendation to the company after doing the
summer training there:


The company should modify its credit policy as they only target the
cash paying customers who are not easy to trace.
The company should emphasis more on the quality of
Pharmaceuticals Products it was mostly claimed by the exporters that
their receipts from company doesnt matches with the samples
quality shown before giving orders.

The company should makes its marketing strategy flexible
enough in order to face competition.

The company should keep an eye on the proper delivery of the goods to
exporter on time, as it has been recommended by exporters to make the
delivery on time.
The company rate policy must be flexible enough to catch new
customers because if company offers lower price to a new customer
then he may continue buy the goods and can be a permanent
customer for the company.

The company should offers such rate in the market so
that it may able to catch a biger market share and it should be able
to compete with the local traders and commission agents while
having a brand name.




Current Scenario
The Indian telecom sector has witnessed tremendous growth over the past
decade. Today, the Indian telecom network is second largest in the world after
China. A liberal policy regime and involvement of the private sector has
played an important role in transforming this sector. The total no. of telephone
as on 31st March 2013 was 897.02 million.
The telecom industry has witnessed significant growth in subscriber base over
last decade, with increasing network coverage and a competition induced
decline in tariffs acting as catalysts for the growth in subscriber base. The
growth story and potential have also served to attract newer players in the
industry, with the result that the intensity of competition has kept increasing.
Internet subscriber in India has grown to 164.81 million as of March 31, 2013,
with as many as seven of eight net users in country accessing the service via
their mobile phones according to telecom regulator TRAI. The total no. of
mobile internet subscribers stood at 143.2 million at the end of last fiscal.
GROWTH DRIVERS
Key factors, which will fuel the growth of the sector include increased access
to services owing to launch of newer telecom technologies like 3G and BWA,
better devices, changing consumer behaviour and the emergence of cloud
technologies. A majority of the investments will go into the capital
expenditure for setting up newer networks like 3G and developing the
backhaul, among other things.
SUBSCRIBER BASE
The mobile subscriber base in India is estimated rise by 9 per cent to 696
million connections this year, according to technology researcher Gartner. The
mobile service penetration in the country is currently at 51 per cent and is
expected to grow to 72 per cent by 2016.
MOBILE VALUE ADDED SERVICES (MVAS)
Indias current MVAS industry has an estimated size of US$ 2.7 billion. The
industry derives its revenues majorly from the top five to six products such as
game based applications, music downloads, etc, which continue to form close
to 80 per cent of VAS revenues. The Indian MVAS industry estimated to
grow to US$ 10.8 billion by 2015, with the next wave of growth in
subscriptions expected to come from semi-urban and rural areas.
7.
MOBILE NUMBER PORTABILITY (MNP)
Mobile Number Portability requests increased from 41.88 million subscribers
at the end of March 2012 to 45.89 million at the end of April 2012. In the
month of April 2012 alone, 4.01 million requests have been made for MNP.

HANDSETS
The mobile handset markets revenues in India will grow from USS 5.7
billion in 2010 to US$ 7.8 billion in 2016, according to the study. India is the
second largest mobile handset market in the world and is set to become an
even larger market with unit shipment of 208.4 million in 2016 at a CAGR of
11.8 per cent from 2010 to 2016. The Indian handset market witnessed a 14.1
percent growth in 2012 to touch a total volume of 182 million handsets.

RESEARCH METHODOLOGY

Achieving accuracy in any research requires in depth study regarding the
subject. As the prime objective of the project is to compare Airtel with the
existing competitors in the market and the impact of WLL on Airtel, the
research methodology adopted is basically based on primary data via
which the most recent and accurate piece of first hand information could be
collected. Secondary data has been used to support primary data wherever
needed.

Primary data was collected using the following techniques


Questionnaire Method


Direct Interview Method and


Observation Method


The main tool used was, the questionnaire method. Further direct
interview method, where a face-to-face formal interview was taken.
Lastly observation method has been continuous with the questionnaire
method, as one continuously observes the surrounding envir

Procedure of research methodology


# To conduct this research the target population was the mobile users,
Who are using GSM technology.

# Target geographic area. Sample size of 100 was taken.


# To these 100 people a questionnaire was given, the questionnaire
was a combination of both open ended and closed ended questions.

# The date during which questionnaires were filled.


# Some dealers were also interviewed to know their prospective.
Interviews with the managers of GSM service providers were also
conducted.

# Finally the collected data and information was analyzed and
compiled to arrive at the conclusion and recommendations given.





Sources of secondary data



Used to obtain information on, Bhartis history, current issues, policies,

procedures etc, wherever required.


# Internet


# Magazines


# Newspapers


# Journals


# Bharti Circulars


# Bharti News Letters