A SUMMER TRAINING REPORT

ON

“MARKETING STRATEGY OF AIRTEL"

Submitted in partial fulfillment of the requirement for the

Business Administration

Session 2018-19

Submitted to Submitted by:

Mr. Muneer Sir Daud Ahmed
B.B.A VI SEM
ROLL No.170421106

JAWAHARLAL NEHRU COLLEGE, BHOPAL

 JAWAHARLAL NEHRU COLLEGE, BHOPAL

DECLARATION

I hereby declare that the training entitled is an authentic record of my

own work, carried out at “MARKETING STRATEGY OF
AIRTEL " as requirement of One month internship training for the
ward of degree of B.B.A, JAWAHARLAL NEHRU COLLEGE,
BHOPAL, BU University, Bhopal, under the guidance Mr. Muneer
Sir during 2018-19.
(Signature of student)

Daud Ahmed
B.B.A VI SEM

ROLL No. 170421106

Date: ___________________

Certified that the above statement made by the student is correct to the best of
our knowledge and belief.
 ACKNOWLEDGEMENT

First and foremost I would like to thank (AIRTEL BHARTI

LTD.) For giving me an opportunity to do my training in their
esteemed organization. My special appreciation extends to the
Segment Head Mr. Muneer Sir for his constant encouragement
throughout this period. I also extend my gratitude to my Guide who
instructed us with the work procedures and dealt with us with patience
at all times.

I convey my thanks to my beloved parents and my faculty who helped

me directly or indirectly in bringing this project successfully.

Daud Ahmed
B.B.A VI SEM

ROLL No. 170421106

 CERTIFICATE

This is to certify that Daud Ahmed student of BBA VI SEMESTER has

undertaken a project (AIRTEL BHARTI LTD.) submitted in the

partial fulfillment for the requirement of Bachelor of Bus iness Administration”
The project has been successfully completed under my supervision.

Daud Ahmed
B.B.A VI SEM
ROLL No. 170421106
 CERTIFICATE

th
This is to certify that Daud Ahmed student of VI Semester, BBA of
JAWAHARLAL NEHRU COLLEGE, BHOPAL (Madhya Pradesh) has
undergone for a short term training with us at our Malviya Nagar Quarter from
01 March to 01 April 2019 His project title was “MARKETI NG STRATEGY
OF AIRTEL''. We wish him success in life.

For Airtel Bharti

Rajah Upadhyaya

Assn. General Manager — Human Resources

Malviya Nagar, Bhopal, Madhya Pradesh 462011

 INDEX
CHAPTER 1
INTRODUCTION
 About the Industry
 Establishment of TRAI
 Players in the market
 Company profile
 Bharti’s V ision
 Bharti’s Mission
 Strengths
 Weaknesses
 Opportunities
 Brand ambassadors used by a irtel
CHAPTER 2
 Literature review
 About the topic
CHAPTER 3
RESEARCH METHODOLOGY
 Purpose of the study
 Research objective of the study
 Research methodology of the study
 Data collection method
 Sample designing
 Suggestions
CHAPTER 4
CONCLUSION
 Chapter 1
Introduction

2
1.1 About the Industry

India has a fast-growing mobile services market with excellent potential for the future. With
almost five million subscribers amassed in less than two years of operation, India's growth
tempo has far exceeded that of numerous other markets, such as China and Thailand, which
have taken more than five years to reach the figures India currently holds. The number of
mobile phone subscribers in the country would exceed 50 million by 2005 and cross 300
million by 2010, according to Cellular Op erators Association of India (COAI).

According to recent strategic research by Frost & Sullivan, Indian Cellular Services M arket,
such growth rates can be greatly attributed to the drastically falling price of mobile handsets,
with price playing a fundamental role in Indian subscriber requirements. Subscribers in
certain regions can acquire the handset at almost no cost, thanks to the mass-market stage
these technologies have reached internationally. The Indian consumer can buy a handset for
$150 or less. This should lead to increased subscribership. This market is growing at an
extremely fast pace and so is the competition between the mobile service providers.

With the presence of a number of mobile telephony services providers including market
leaders like Airtel, Reliance, Idea Cellular, Tata Indicom, Spice Communications etc. who
are providing either of the two network technologies such as Global System for M obile
Communications (GSM) and Code Division M ultiple Access (CDM A). In cellular service
there are two main competing network technologies: Global System for M obile
Communications (GSM) and Code Division M ultiple Access (CDMA). Understanding the
difference between GSM and CDM A will allow the user to choose the preferable network
technology for his needs.

Global System for M obile Communication (GSM) is a new digital technology developed by
the European community to create a common mobile standard around the world. It helps y ou
achieve higher sell capacity and better sp eech quality and one can enjoy crystal clear
reception on ones mobile phone. It automatically solves the problem of eavesdropping on
ones calls.

3
Before analyzing the telecom licensing framework in India, it is imperative that one must
examine what is a license. License issued by the government is an authority, given to a
person upon certain conditions to do something which would have been illegal or wron gful
otherwise. For example, a driver’s license issued by the government, gives the authority to a
person to drive a motor vehicle. There are three main types of license fee which the
government charges: (I) initial license fee, which generally is non-refundable, (ii) annual
license fee, and (iii) additional fee for allocation of sp ectrum.

Licensing framework has been an integral part of India’s telecommunication law. Under the
Indian Telegraph Act, 1885, section 4 gives power to the government to grant license to any
person to establish, maintain or use a telegraph.

Code Division M ultiple Access (CDM A) describes a communication channel access p rinciple
that employs spread spectrum technology and a special coding scheme (where each
transmitter is assigned a code). It is a spread spectrum signaling, since the modulated coded
signal has a much higher bandwidth than the data being communicated. CDM A is the current
name for mobile technology and is characterized by high capacity and small cell radius. It has
been used in many communication and navigation sy stems, including the Global Positioning
System and the omnitracs satellite system for transportation logistics.

Indian mobile telephony market is increasing day by day and there is more to happen with
technological up gradations occurring nearly every day and the ever-increasing demand for easier
and faster connectivity, the mobile telephony market is expected to race ahead.

National Telecom Policy 1994 (NTP-94)

The National Telecom Policy was announced in 1994 which aimed at improving India's
competitiveness in the global market and provide a base for a rapid growth in exports. This
policy eventually facilitated the emergence of Internet services in India on the back of
established basic telephony communication network. This policy also paved way for the
entry of the private sector in telephone services.

The main objectives of the policy were:

4
  To ensure telecommunication is within the reach of all, that is, to ensure
availability of telephone on demand as early as possible
 To achieve universal service covering all villages, that is, enable all people to
access certain basic telecom services at affordable and reasonable prices
 To ensure world-class telecom services. Remove consumer complaints, resolve
disputes and encourage public interface and provide a wide permissible range of
services to meet the demand at reasonable prices
 To ensure that India emerges as a major manufacturing base and major exporter of
telecom equipment
 To protect the defence and security interests of the nation.

The policy also announced a series of sp ecific targets to be achieved by 1997 and further
recognized that to achieve these targets the private sector association and investment would
be required to bridge the resource gap.

Thus, to meet the telecom needs of the nation and to achieve international comparable
standards, the sector for manufacture of telecom equipment had been progressively
relicensed and the sub-sector for value-added services was opened up to private investment
(July 1992) for electronic mail, voice mail, data services, audio text services, video text
services, video conferencing, radio paging and cellular mobile telephone. The private sector
participation in the sector was carried out in a phased manner. Initially the private sector was
allowed in the value added services, and thereafter, it was allowed in the fixed telephone
services. Subsequently, VSAT services were liberalized for private sector participation to
provide data services to closed user groups.

Establishment of TRAI

The entry of private players necessitated independent regulation in the sector; therefore, the
TRAI was established in 1997 to regulate telecom services, for fixation/revision of tariffs,
and also to fulfil the commitments made when India joined the World Trade Or ganization
(WTO) in 1995. The establishment of TRAI was a positive step as it separated the regulatory
function from policy-making and operation, which continued to be under the purview of the
DoT 2.

The functions allotted to the TRAI included:

5
 a. To recommend the need and timing for introduction of new service provider
b. To protect the interest of customers of telecom services
c. To settle disp utes between service providers
d. To recommend the terms and conditions of license to a service provider
e. To render advice to the Central government on matters relating to the development of
telecommunication technology and any other matter applicable to the
telecommunication industry in general.

New Telecom Policy 1999 (NTP-99)

In recognition of the fact that the entry of the private sector, which was envisaged during
NTP-94, was not satisfactory and in response to the concerns of the private operators and
investors about the viability of their business due to non realization of targeted revenues the
government decided to come up with a new telecom p olicy. M oreover, convergence of both
markets and technologies required realignment of the industry. To achieve India’s vision of
becoming an IT sup erpower along with developing a world class telecom infrastructure in
the country, there was a need to develop a new telecom policy framework. Accordingly, the
NTP 1999 was framed with the following objectives and targets:

 Availability of affordable and effective communication for citizens was at the core of
the vision and goal of the new telecom policy
 Provide a balance between provision of universal service to all uncovered areas,
including rural areas, and the provision of high-level services capable of meeting the
needs of the economy
 Encourage development of telecommunication facilities in remote, hilly and tribal
areas of the nation
 To facilitate India’s journey to becoming an IT superpower by creating a modern and
efficient telecommunication infrastructure taking into account the convergence of IT,
media, telecom and consumer electronics
 Convert PCOs, wherever justified, into public telephone information centers having
multimedia capability such as ISDN services, remote database access, government
and community information systems etc.

 To bring about a competitive environment in both urban and rural areas by providing
equal opportunities and level playing field for all players

6
  Providing a thrust to build world-class manufacturing capabilities and also strengthen
research and development efforts in the country
 Achieve efficiency and transp arency in spectrum management
 Protect the defense and security interests of the country
 Enable Indian telecom companies to become global players.

In line with the above objectives, some of the specific targets of the NTP 1999 were:

 M ake available, telephone on demand by 2002 and achieve a tele density of 7% by

2005 and 15% by 2010
 Encourage development of telecom in rural areas by developing a suitable tariff
structure so that it becomes more affordable and by also making rural communication
mandatory for all fixed service players and thus
o Achieve a rural tele density of 4% by 2010 and provide reliable transmission
media in all rural areas.

Players in the market

 BSNL is the market leader with a 67.7 per cent share followed by MTNL with 11.5
per cent market share. Next is Bharti Airtel at 10.9% followed by Tata and Reliance at
5% and 4.1% resp ectively.

 BSNL as a company is growing and showed annual revenues of approximately $4.5

billion as of 2014. BSNL is serving more than 125 million customers across the
country and is catalyst in checking the price point for telecom services.

 Also, with the government intensifying its rural focus, only BSNL can turn into
reality the next wave of rural telecom penetration.

 BSNL is a 100% Central Government entity and employees with BSNL are entitled to
get salaries and perks as decided by Government of India and not by BSNL

 However both, MTNL and BSNL are plagued by declining revenues coupled with
high costs. BSNL has massive infrastructure, manpower, systems, and 80 per cent of
landlines and 90 per cent of broadband connections in India are operated by it.

7
 “Vodafone is investing nearly US$ 3 billion over the next two years in India in
expanding its network infrastructure and distribution channel in the country ,” as per
Vittorio Colao, CEO, Vodafone Plc.

 BlackBerry plans to set up enterprise solutions centres to educate corporate customers

about various BlackBerry Enterprise Service (BES) 10 solutions. "India is one of the
fastest growing markets in terms of smartphone and mobile data adoption,” said
according to Sunil Lalvani, Managing Director (M D), BlackBerry India.

 Tata Teleservices plans to set up nearly 4,000 wi-fi hotspots in nine cities across the
country in the next two years.

Booming sectors

 The tide has turned for the telecom sector in India, as growth and profitability has
accelerated in recent times. Tower companies are reaping benefits of a turnaround in
the sector as operators have started investing in networks to boost data penetration.

 However it is in the country’s booming mobile segment in which the major battles are
being fought. Three major private players – Bharti, Reliance and Vodafone - with a
formidable 54% share of the market between them, lead a large field of mobile
operators. State-owned enterprises –BSNL and MTNL – have also been making their
presence felt with a combined market share of 12%.

A look ahead

 According to Craig Wigginton, vice chairman and U.S. Telecommunications leader,

Deloitte & Touche LLP, the big challenge for the telecom industry in 2014 – which
also p resents a major growth opportunity for the sector – is that consumers are getting
addicted to connectivity and speed.

8
 The ongoing expansion of the mobile ecosy stem, coupled with demand for high-
bandwidth applications and services such as video and gaming, is keeping pressure on
the industry to increase the availability and quality of broadband connectivity .

 What does this mean for players in the sector? Carriers will continue to pursue
technological advancements to handle demand, including offloading some mobile
bandwidth needs to Wi-Fi, which is proving an effective complement to mobile
networks. At the same time, long-term sp ectrum availability, sp ectrum efficiency,
small cells and continued backhaul improvements are likely to be a key focus to
assure continued mobile broadband momentum

9
1.2 Company profile

Telecom giant Bharti Airtel is the flagship company of Bharti Enterprises. The businesses at
Bharti Airtel have been structured into three individual strategic business units (SBU’s)

1. M obile services

2. Broadband and telephone services (B&T)

3. Enterprise services

The M obile services group provides GSM mobile services across India in 23 telecom circles,
while B&T business group provides broadband & telephone services in 94 cities. The Enterprise
Services group has two sub-units – carriers (long distance services) and services top corporates.
All these services are provided under the Airtel brand

Airtel comes to you from Bharti Tele-Ventures Limited - a part of the biggest private integrated
telecom conglomerate, Bharti Enterprises. A consortium of giants in the telecommunication
business. In its six years of pursuit of greater customer satisfaction, Airtel has redefined the
business through marketing innovations, continuous technological up gradation of the network,
introduction of new generation value added services and the highest standard of customer care.

Bharti is the leading cellular service provider, with an all India footprint covering all 23 telecom
circles of the country. It has over 25 million satisfied customers.

10
Bharti Airtel limited is a telecom MNC headquartered in New Delhi India, with a presence in 20
countries across the world its the 4th largest telecom company in the world in terms of subscribers
base which was over 275 million as on July 2013. Airtel is also the largest telecom company in
India and the second largest in country mobile operator by subscriber base after china mobile.

Sunil Bharti M ittal is the head of Airtel. Airtel is the largest provider of mobile telephony and
second in terms of fixed telephony and also provides broadband and DTH services. Airtel became
the first Indian company to get gold certification by CISCO.

Airtel is appreciated for forming a business strategy of outsourcing all its operations except sales,
marketing and finance ensuring low cost and high volumes. The network is outsourced to
Ericsson and Nokia Siemens whereas it is outsourced to IBM , transmission towers are maintained
by bharti infratel ltd. In India.

Cellular telephony was introduced in India during the early 1990s. At that time, there were only
two major private players, Bharti (Airtel) and Essar (Essar) and both these companies offered
only post-paid services. Initially, the cellular services market registered limited growth.
M oreover, these services were mostly restricted to the metros. Other factors such as lack of
awareness among people, lack of infrastructural facilities, low standard of living, and government
regulations were also responsible for the slow growth of cellular phone.

With the presence of a number of mobile telephony services providers including market leaders
like Airtel, Reliance, Idea Cellular, Tata Indicom, Spice Communications etc. who are providing
either of the two network technologies such as Global System for M obile Communications
(GSM) and Code Division M ultiple Access (CDMA). In cellular service there are two main
competing network technologies: Global System for M obile Communications (GSM) and Code
Division Multiple Access (CDM A). Understanding the difference between GSM and CDM A will
allow the user to choose the preferable network technology for his needs.

Indian mobile telephony market is increasing day by day and there is more to happen with
technological up gradations occurring nearly every day and the ever-increasing demand for easier
and faster connectivity, the mobile telephony market is expected to race ahead…

The mobile telephony services providers Airtel, Vodafone (Formerly Hutch), have been
competing aggressively for their market share with MTNL, Tata Indicom, Reliance and Idea

11
Cellular entering into the foray, this tussle has only become tougher. With major market share in
the hands of the likes of Reliance, Airtel, Vodafone (Formerly Hutch), Idea Cellular the others
have been finding it difficult to compete in the market.

The Telecom Regulatory Authority Of India (TRAI) has been playing an important role in
keeping a watch on these existing players and bringing new environment as well as policies and
reforms for these M obile Telephony Service Providers and permitting them to provide mobile
telephony services including permission to carry its own long distance traffic within their service
area without seeking an additional license. TRAI’s mission is to create and nurture conditions
for the growth of telecommunications including broadcasting and cable services in the
country in a manner and at a pace which will enable India to play a leading role in the
emerging global information society. The service providers are free to provide, in its service
area of operation, all types of mobile services including voice and non-voice messages, data
services and PCO’s. The Operators would be required to pay a one-time entry fee. The basis for
determining the entry fee and the basis for selection of additional operators would be
recommended by the TRAI. Apart from the one time entry fee, operators would also be required
to pay license fee based on a revenue share. It is proposed that the appropriate level of entry fee
and percentage of revenue share arrangement for different service areas would be recommended
by TRAI in a2

Although the cellular services market in India grew during the late 1990s (as the number of
players increased and tariffs and handset prices came down significantly) the growth was rather
marginal. This was because the cellular service providers offered only post-paid cellular services,
which were still perceived to be very costly as compared to landline communications. Following
this realization, the major cellular service providers in India, launched pre-paid cellular services in
the late 1990s. The main purpose of these services was to target customers from all sections of
society (unlike post-paid services, which were targeted only at the premium segment).

Bharti’s Vision

By 2010 Airtel will be the most admired brand in India:

 Loved by more customers

 Targeted by top talent

12
  Benchmarked by more businesses

We at Airtel always think in fresh and innovative ways about the needs of our customers and
how we want them to feel. We deliver what we promise and go out of our way to delight the
customer with a little bit more

Bharti’s Mission

To be globally admired for telecom services that delight customers.

We will meet global standards for telecom services that delight customers through:

 Customer Service Focus

 Empowered Employees
 Cost Efficiency
 Unified M essaging Solutions

 S TRENGTHS

· Cost advantage
· Current leaders in quality service
· Largest distribution network
· Ability to constantly innovate
· Highly skilled workforce
· Entrepreneurial zeal
· Airtel’s increased equity and market cap.

 WEAKNESS ES

· To prove credibility
· Price pressures
· Need for Government support

13
 · Awareness
· Sales and M arketing

 OPPORTUNITIES

· To sustain passion and commitment

· Airtel’s market share increasing at other service provider expense.
· Attain higher value services
· Collaborative business needs to be explored
· Vertical repeatable solutions.
· Low penetration level in rural markets.

 THREATS

· Foreign investment
· Global trends moving from GPS to WLL.
· Lack of global parity in telecom tariff
· Other competition

The Airtel Brand and its Logo

14
There has been no change in the brand name Airtel was born free, a force to unleash into the
market with a relentless and unwavering determination to succeed. A sp irit charged with energy
creativity and team driven to seize the day with an ambition to become the most globally admired
telecom service.

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

 The unique symbol is an interpretation of the 'a' in Airtel. The curved shape & the gentle
highlights on the red color make it warm & inviting, almost as if it were a living object.

 The logo represents a dynamic force of unparalleled energy that brings us and our
customers closer," it added.

 The "unboxed" having been freed of its rigid boundaries. Airtel calls the new
logo youthful, international, inclusive and dynamic – representing the journey of the first
Indian brand to go truly global. The new identity underlines Airtel’s willingness to
embrace everything that is new. The red color, which is an integral part of the brand,
continues to represent the energy and dynamism that has made Airtel the success it is
today. The new curved addition to the logo is a sy mbol which will help ensure instant
recognition across diverse international markets.

 The color "Red is part of our heritage. It is the color of energy & passion that expresses
the dynamism that has made Airtel the success it is today, in India, and now on the global
stage.

BRAND AMBAS S ADORS US ED BY AIRTEL

15
In order to take the advantage of the growing number of youth in our country, Airtel introduced
Sachin Tendulkar, Shahrukh khan, Saif ali khan, kareena Kapoor, Gautam gambhir and many
others as brand ambassadors to tap the potential.

Airtel has taken the lead on many occasions. It has been the first
 Launched Cellular service in Delhi on November, 1995.

16
 Op erator to revolutionize the concept of retailing with the inauguration of Airtel Connect
(exclusive showrooms) in 1995.
 To expand its network with the installation for second mobile switching center in Ap ril,
1997 and the first in Delhi to introduce the Intelligent Network Platform First to provide
Roaming to its subscribers by forming an association called World 1 Network.
 First to provide roaming facility in USA. Airtel has the largest automatic roaming service
"S MART ROAM"- National in 400 cities in India and "SM ART ROAM" - International
in over 60 countries and 95 networks all over the world.
 It is also the first company to export its products to the USA.

Awards for the year 2012-2013

 Bharti Airtel Shared Services Team won two awards in categories of

Value Creation and Innovation & Improvement at the SSON (Shared Services &
Outsourcing Network) Excellence Awards 2012.

 Bharti Airtel won four Effie awards at the Effie Awards 2012. Airtel's extremely
popular 'Har ek friend zaroori hota hai' campaign conceptualized by Taproot India, stood
out as a campaign amongst all nominations, winning three Gold Effie awards. Ap art
from a Gold in the 'Telecom & Related S ervices' category, the campaign won a Gold
each in 'Digital Advertising' and 'Integrated Advertising'. Bharti Airtel also won one
Silver Effie award for its 'Baat sirf paison ki nahin hai' campaign for Airtel moneyin the
telecom category.

 Sanjay Kapoor was awarded the "Telecom Person of the year 2012" at the "Voice &
Data Telecom Leadership Awards 2012". The award was accorded by Honourable
M inister of New and Renewable Energy, Dr. Farooq Abdullah.

 Won the QUES T Forum India Quality Award for the Top Telecom S ervice Provider.
QuEST Forum is a unique collaboration of information and communication technologies
(ICT) service providers and supp liers across the world, dedicated to improving operational
and supply chain quality and performance.

17
 Awarded the #1 Service brand in Brand Equity's List of "Most Trusted Brands".

 Bharti Airtel was felicitated for 'Best Mobile Service Provider' and 'Innovation in
mMoney' at Aegis Graham Bell Awards held on November 1, 2012.The Aegis Graham
Bell awards honor the best innovations in the field of TIM E (Telecom, Internet, M edia &
Edutainment) recognizing the most exceptional contributions in the resp ective fields.

 Bharti Airtel was awarded the 'Brand of the Year' at the CNBC TV18's flagship
initiative, the India Business Leader Awards (IBLA) for its Har Ek Friend Zaroori Hota
Hai campaign. The IBLA Brand of The Year Award seeks to recognize a brand mass
media/ communication campaign based on its key message, popularity amongst the target
audience and impact on the brand.

 Bharti Airtel won the 'Excellence in First People Initiative' award at the first, People
2012 Awards. Airtel HR's multiple initiatives in enhancing the internal customer's
experience through innovation and leveraging mobile technology helped us to win the
prestigious award.

 The Airtel Centre of Excellence (ACE) received the 'Excellence Award for S hared
Service Centre Operations in India' in the 2nd National Shared Services Council by All
India M anagement Association and Delhi M anagement Association in recognition of their
outstanding efforts to identify key strategic drivers and implementing them to deliver
value to all.

 Bharti Airtel won the highly prestigious Porter Prize in the 'Exploiting Trade-
offs' category. The Porter Prize Awards, named after Professor M ichael Porter – the father
of modern strategic field, are the most coveted awards in the field of strategy and
competitiveness. The award recognises and honours Indian companies which have
embraced the best strategic management p ractices.

 Bharti Airtel Sri Lanka bagged a silver at the prestigious HRM awards. Airtel Sri Lanka
was recognized for their HR p ractices by HRM awards.

18
 Bharti Airtel won the S tar News Viewer’s Choice Best Mobile Network, Best Quality
Mobile Network Service Provider, at the 6th National Telecom Awards 2012 hosted
by CMAI in May 2012.

 Bharti Airtel won 5 awards at the Telecom Op erator Awards 2012, announced in M arch
2012 by Tele.net . Airtel bagged the 'Best National Mobile Operator', 'Best VAS
Provider', 'Best Enterprise Services Provider', 'Best Ad Cam paign by an
Operator' and 'Most innovative S olution' for Airtel money.

Network of Airtel
 Cellular Service
Airtel Completes Its 23 Circle All India Footprint Airtel now connects India from the
Indus to the Indian Ocean and from Sabarmati to the Brahmaputra on a network of more

than 10,000 base stations with cumulative investments of more than Rs. 16,000 crores.

19
 Internet infrastructure
Our Internet backbone involves state of the art high-end routers and switches as may
deployed on the best networks across the world to offer you reliable service of unmatched
quality . Three years back we had established satellite based gateway for internet access.
This was the first gateway by a private operator. Now we have established our fibre
gateway on Network i2i, first private submarine cable owned by us and SingTel.

 Fixed line infrastructure

Our high quality fibre-based, fixed line networks in Delhi, Haryana, Tamil Nadu,
Karnataka, Madhya Pradesh and Chahattisgarh , intensively covers the most prominent
commercial and business districts in the country. We provide the power of last mile fixed
line network to bring end-to-end voice and data solutions.

 Long distance infrastructure

Our 25,000 km advanced fibre-optic cable long distance network covers India's top 200
cities. And it p owers the services of India's leading private telecom service providers -
cellular, fixed line and internet through Our Long Distance Services.

 Submarine cable
We have partnered with SingTel to create the world's largest submarine cable sy stem-
Network i2i with 8.4 Tbps capacity. This 3200 km undersea cable structure stretches from
Chennai to Singapore and thereon to Tier-1 carriers on SingTel's capacity on 175,000 km
of cables. The huge capacity on network i2i is distributed locally in India through our
25,000 km of advanced fibre-optic domestic long distance backbone, providing
unprecedented capacity , speed,reliability .

Organization structure

20
Partners

The company has a strategic alliance with SingTel. The investment made by SingTel is one of the
largest investments made in the world outside Singapore, in the company.

The company’s mobile network equipment partners include Ericsson and Nokia. In the case of the
broadband and telephone services and enterprise services (carriers), equipment supp liers include
Siemens, Nortel, Corning, among others. The Company also has an information technology
alliance with IBM for its group-wide information technology requirements and with Nortel for
call center technology requirements. The call center operations for the mobile services have been
outsourced to IBM Daksh, Hinduja TMT, Teletech & Mp hasis. The company's unique strategic
outsourcing model has been studied and documented by Harvard Business School as a case study
which is available for download at: www.hbsp.harvard.edu.

21
 Factsheet At-a-glance guide to Bharti Airtel
 Organization Structure Organisation chart depicting the Senior M anagement positions
 Shareholding Structure Details on the latest shareholding structure and major shareholders, as
on June 30, 2007
 Awards & Recognitions Laurels recognising Bharti's consistent efforts

Corporate Governance

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

22
 Chapter 2

Literature Review

2.1 Literature review

The growth in demand for telecom services in India is not limited to basic telephone services.
India has witnessed rapid growth in cellular, radio paging; value added services, internet and
global communication by satellite item (GMPCS) services. The agents of change, as observed
from international perspective, have been broadly categorized into economic structure,
competition policy and technology. Economic reforms and liberalization have driven telecom

23
sector through several transmission channels of which these three categories are of major
significance.
The effective research cannot be accomplished without critically studying what already exists in
the form of general literature and specific studies. Therefore, it is considered as an important pre-
requisite for actual planning and execution of research project. This helps to formulate hypotheses
and framework for further investigation. In this research, the survey of literature has been
classified into two parts - studies related to telecom sector and studies related to marketing
strategies.
 Seth et al (2008) analyzed that there is relative importance of service quality attributes and
showed that responsiveness is the most importance dimension followed by reliability ,
customer perceived network quality , assurance, convenience, empathy and tangibles. Liu
(2002) found that the choice of a cellular phone is characterized by two attitudes: attitude
towards the mobile phone brand on one hand and attitude towards the network on the
other. Samuvel (2002) observed that most of the respondents consider size, quality, price,
instrument servicing are an important factors for selecting the handset while majority of
the respondents are satisfied over the payment system, quality of services, coverage area
and the process of attending the complaints regarding their mobile service provider.
Nandhini (2001) examined that attitude of the respondents using cell phones was not
influenced by either education or occupation and income.Kalpana and Chinnadurai (2006)
found that advertisement play a dominant role in influencing the customers but most of the
customers are of opinion that promotional strategies of cellular companies are more sale
oriented rather than customer oriented. Haqueet (2007) su ggested that price, service
quality , product quality & availability , and promotional offer play a main role during the
time to choose telecommunication service provider.

 M uller in his a research focuses that the success of the mobile commerce can be attributed
to the personal nature of wireless devices. Adding to this are its unique features of voice
and data transmission and distinct features like localization, feasibility and convenience.
The sustained growth of the mobile commerce around the world has been more because of
the transfer of technology according to the needs of local geography.

 National Telecom Policy projected a target 75 million telephone lines by the year 2005
and 175 million telephone lines by 2010 has been set. Indian telecom sector has already

24
 achieved 100 million lines. With over 100 million telephone connections and an annual
turnover of Rs. 61,000 crores, our present tele density is around 9.1%. The growth of
Indian telecom network has been over 30% consistently during last 5 years.

 According to Wellenius and Stern (2001) information is regarded today as a fundamental

factor of production, alongside capital and labor. The information economy accounted for
one-third to one-half of gross domestic product (GDP) and of employment in Organization
for Economic Cooperation and Development (OECD) countries in the 1980s and is
expected to reach 60 percent for the European Community in the year 2000. Information
also accounts for a substantial proportion of GDP in the newly industrialized economies
and the modern sectors of developing countries.

 Virat Bahri (2006) explains the viewp oint of Sam Pitroda the Chairman of Worldtel that
identifies opportunities for investments in telecommunications. He analyses that there is
an increasing role for telecom in e-governance in India. According to him, technology can
be leveraged to take India’s development to next level.

 In the study of consumer behaviour, it is possible to conclude that perception is presented

as one of personal factors determines consumer behaviour. A p ersonal factor is the closest
environment of a consumer, including everything that makes up the individual, his/her
head and soul, which characterised his personality . Using sensory receptors and influenced
by external factors, the person receives information, accepts and adapts it, forms his
personal attitude, opinion, and motives that influence behaviour. Perception within this
context is one of the principal personal factors, conditioning the nature of the consumer
and his/her behaviour and other variables.
 Analysing classifications proposed by marketing sp ecialists, suggests that sensation,
attention, interpretation and retention are the dominating elements of the perceptual
process (Branyte et al, 2007). Crane and Klarke (1994) posit the theory of perceptual
filters, based on the idea that the perceptual process is a set of filters, used for sorting and
modifying a stimulus leading finally to stored memory of consumers. Indeed consumer
cannot perceive all the stimuli in the phase of sensation; consumers do not react to every
stimulus received in the attention phase lest they fail to understand the proper meaning of
a stimulus while interpreting it. Essentially, they do not remember everything they have

25
 understood. The theory reflects the importance of evaluation and recognition of the
elements of the perceptual process, seeking to activate and affect the consumer’s
perception. Every phase makes the consumer feel differently as the intensity of his/her
reactions and the importance of external influence change. According to Chernatony and
M cDonald, (1998), the challenge for marketers is to appreciate how all the marketing
resources supp orting a brand interact to produce the benefits that consumers perceive as
being unique to a sp ecific brand. Consumers interpret the meaning of the marketing
activity behind a brand and project values onto the brand, endowing brands with a
personality. They developed a useful framework to help understand the diverse types of
brand-added value which includes; added values from experience; added values from
reference group effect; added values from a belief that the brand is effective; and, added
values from the appearance of the brand. Consumers form impressions of a brand from
their packaging and develop brand preferences based on their attraction to the package
design.

 Demographic variable is an importance determinant of customer behaviours. Study shows

that gender has significant moderating effect on perception, satisfaction- loyalty
relationship. On this note, social identity theory proposes that attitudes are moderated by
demographic, situational, environmental, and psychosocial factors (Haslam et al, 1993).
According to the social psychological theories, consumers’ evaluations are moderated, or
in some cases mediated, by personal feelings of equity in the exchange, disconfirmation
between desires and outcomes, individual preferences, social comparisons, and other
complex phenomena. These theories strongly suggest that consumers’ differences
influence their attitudes. Women are affected by sales p rocess while men are satisfied with
the impact of the product. That is, there is significant relationship and consistent
differences in the levels of perception among demographic groups. Kotler and Keller
(2006) and Karjoluoto et al (2005) report that demographic variables have an influence on
the evaluation of different attributes related to mobile phone choice. Specifically, gender
and social class will impact on the evaluations of the attributes as men belonging to higher
social class seem to be more technology savvy. Decision making mainly follows a rational
decision making process in which different attributes are evaluated, but also has some
sy mbolic nature as brand was regarded as important among many study participants.
Product choice also is greatly affected by occupation, economic circumstances, sp ending
income (level, stability and time pattern), savings and assets (including the percentage that

26
 is liquid) debt, borrowing power, and attitude towards spending and saving (Kotler and
Keller 2006). Personality and selfconcept are important determinants of buy ing behaviour.
Kotler (2001) defines personality as a set of distinguishing human psychological traits that
lead to relatively consistent and enduring responses to environmental stimuli.

 Personality are characterised by such traits as selfconfidence, dominance autonomy

difference, sociability , defensiveness and adaptability . Consumer’s personality is very
useful variable in analysing consumer brand choices. This is because brands also have
personalities, and consumers are likely to choose brands whose personality matches their
own. Brand personality is defined as the sp ecific mix of human traits that may be
attributed to a particular brand (Kotler and Keller, 2006). Aaker (1997) identifies the
following as brand personality traits, sincerity, excitement, competence, sop histication and
Ruggedness. However, people from same subculture, social class and occupation may lead
quite different lifestyle. Lifestyle is a person’s p attern of living in the world as expressed
in activities, interests and opinions. M arketers often search for relationships between their
products and lifestyle groups (Kotler and Keller, 2006). Factors that relate to the user’s
surroundings and interactions with other people in his/her personal network of family,
friends, colleagues and other important people also have important implications on
consumers p urchase.

 This is based on the fact that an individual’s decisions and behaviours are not made solely
by him/her, but rather are influenced by the opinions and recommendations of other
important p eople. As a person is part of a social network, he/she normally interacts with
others in daily life and talks and shares with others on what he/she sees, thinks and
experiences (Pedersen, 2005). That is why, for example, word of mouth is known as one
of the most effective channels through which positive and negative ideas and perceptions
and sp read in a social setting. Today, for every firm a critical question for its success is
that how it can maintain its current customers and how it can make them loyal to the
brands.

 Loyal customers play important role in building businesses by making different moves
like buying more, by paying premium prices and most importantly providing companies
different sets of new customers by positive word of mouth (Aydin and Ozer, 2004). In fact

27
 telecommunication companies lose their customer quite regularly. So it’s very challenging
task for the mobile phone operators to retain existing customers as well as bringing new
customers towards their brands and creating loyalty in them. It happens in almost every
industry but especially in telecommunication services, it is said that when customers are
connected to a particular service provider or operator then their long term relationship
with the operator is of great importance for the success of the company in the competitive
market.

2.2 About the Topic

M obile phone markets are one of the complete market atmospheres nowadays due to
increased competition and change. Thus, the growing concern requires marketers to strictly
look at Customers buy ing decision processes and demand focus on the factors such as Prices,
Purchase intention, Perceived intention, Perceived quality, Perceived sacrifice and Perceived

28
value that subsequently determine willingness to purchase between different mobile phones
with an appropriate service.

In this competitive environment, to find out the customer satisfaction, customer preferences,
expectations and perception about the Airtel life time card out of all other Cellular service
providers in the market. The underlying problem in predicting customer choice resides much
more in the fact that p urchase decisions are made on the basis of many different criteria. This
problem is further confounded in service applications where customers may consider
intangible features and characteristics of the market offerings and interactions between
service providers and the consumers with an appropriate service.

In this competitive environment, to find out the customer satisfaction, customer preferences,
expectations and perception about the Airtel life time card out of all other Cellular service
providers in the market.

Theories of Perception

On a straightforward view, we directly perceive the world as it is. The way that things look,
feel, smell, taste, and sound is the way that they are. We see colours, for example, because
the world is coloured. This view of perception is called, somewhat dismissively, naive
realism.
Plausibly, perception is a lot more complicated than this.

Though things may appear to be coloured to us, our experiences of colour are merely
representative of the surface properties of objects; the physical property of reflecting certain
wavelengths of light and the colour red as we experience it are two quite different things.
This has led to representative realism, which su ggests that perception is not the passive
process that the naive realist suggests, that we do not simply receive information about the
world through our senses.

29
Rather, we are actively involved in perception, supplying much of the content of our
experiences, and must bear this in mind if we are to know what the world is really like in
itself.
M ore extreme than either naive or representative realism is idealism. Idealists, persuaded by
the thought that we have direct access only to our experiences of the world, and not to the
world itself, have questioned whether there is anything beyond our experiences. A more
recent theory that bears some similarities to idealism has also been
proposed: phenomenalism.

The underlying problem in predicting customer choice resides much more in the fact that
purchase decisions are made on the basis of many different criteria. This problem is further
confounded in service applications where customers may consider intangible features and
characteristics of the market offerings and interactions between service providers and the
consumers.

M any philosophers, such as Jerry Fodor, write that the purpose of perception is knowledge,
but evolutionary psychologists hold that its p rimary purpose is to guide action. For example,
they say, depth perception seems to have evolved not to help us know the distances to other
objects but rather to help us move around in space. Evolutionary psychologists say that
animals from fiddler crabs to humans use eyesight for collision avoidance, suggesting that
vision is basically for directing action, not p roviding knowledge.
Building and maintaining sense organs is metabolically expensive, so these organs evolve
only when they improve an organism's fitness. M ore than half the brain is devoted to
processing sensory information, and the brain itself consumes roughly one-fourth of one's
metabolic resources, so the senses must provide exceptional benefits to fitness. Perception
accurately mirrors the world; animals get useful, accurate information through their senses.
Scientists who study perception and sensation have long understood the human senses as
adaptations. Depth perception consists of processing over half a dozen visual cues, each of
which is based on a regularity of the physical world. Vision evolved to resp ond to the narrow
range of electromagnetic energy that is plentiful and that does not pass through
objects. Sound waves provide useful information about the sources of and distances to
objects, with larger animals making and hearing lower-frequency sounds and smaller animals
making and hearing higher-frequency sounds. Taste and smell respond to chemicals in the
environment that were significant for fitness in the EEA.

30
The sense of touch is actually many senses, including pressure, heat, cold, tickle, and
pain. Pain, while unpleasant, is adaptive. An important adaptation for senses is range shifting,
by which the organism becomes temporarily more or less sensitive to sensation. For example,
one's eyes automatically adjust to dim or bright ambient light. Sensory abilities of different
organisms often coevolve, as is the case with the hearing of echo locating bats and that of the
moths that have evolved to resp ond to the sounds that the bats make.
Evolutionary psychologists claim that perception demonstrates the principle of modularity,
with specialized mechanisms handling particular perception tasks. For example, people with
damage to a particular part of the brain suffer from the sp ecific defect of not being able to
recognize faces (prosp agnosia). EP suggests that this indicates a so-called face-reading
module.

Customer Perception

Consumers can evaluate a product along several levels. Its basic characteristics are inherent
to the generic version of the product and are defined as the fundamental advantages it can
offer to a customer. Generic products can be made distinct by adding value through extra
features, such as quality or performance enhancements.

The final level of consumer perception involves augmented properties, which offer less
tangible benefits, such as customer assistance, maintenance services, training, or appealing
payment options. In terms of competition with other products and companies, consumers
greatly value these added benefits when making a purchasing decision, making it important
for manufacturers to understand the notion of a “total package” when marketing to their
customers.

Sensations can be defined as the passive process of bringing information from the outside
world into the body and to the brain. The process is passive in the sense that we do not have
to be consciously engaging in a "sensing" process. Perception can be defined as the active
process of selecting, organizing, and interpreting the information brought to the brain by the
senses.

For example, when manufacturing automotive parts, a high-performing product will provide
the customer base with basic benefits, while adding sp are parts, technical assistance, and skill

31
training will offer enhanced properties to create a total package with increased appeal to
consumers.

Perception is the process through which a person forms an opinion about the various stimuli
he receives from his sensory organs. In marketing, perception is concerned with
understanding how the consumer views a product or service. The five senses of a person help
him in this p rocess

 To identify which cellular service they are using presently and try to convert them.
 To identify the type of connection plan, that the consumers currently have. (Postpaid,
Prepaid, or Life time card)
 To find out the communication channels most used by the consumers to know about
Airtel.
 To analyze consumer perception and expectation towards Airtel.
 To analyze the Reason and Purpose behind using Airtel.
 To find out the satisfaction level of customers towards Airtel.

Lacking and factor for dissatisfaction has been studied from the customer’s p oint of view.
 Getting an opportunity to convince and interact with the customers.
 Creating awareness and perception towards Airtel.
 The limit of the study is only for the Telecommunication of Airtel.
 The survey was taken from some people of Delhi city alone so the result may not be
feasiblefor other locations other than Delhi city. So, the findings only suitable for
intention and perception towards Airtel.

Today, for any organization or firm to survive in this competitive world depends on its ability
to be dynamic and be different from the competition to be unique in the industry. Customer
Satisfaction helps every organization to keep the existing customer and to build new
customer.
This research is aimed at profiling the standard customer with an aim to increase the network
and improve company-customer relations. The information gathered through this research
can be used by the company to improve its services and became more customers friendly.
This can increase the goodwill of the company and its overall performance.

32
Perception
Our perception is an approximation of reality . Our brain attempts to make sense out of the
stimuli to which we are exposed. This works well, for example, when we “see” a friend three
hundred feet away at his or her correct height; however, our perception is sometimes “off”—
for example, certain shapes of ice cream containers look like they contain more than
rectangular ones with the same volume.

Factors in perception
Several sequential factors influence our perception.Exposure involves the extent to which we
encounter a stimulus. For example, we are exposed to numerous commercial messages while
driving on the freeway: bill boards, radio advertisements, bumper-stickers on cars, and signs
and banners placed at shopp ing malls that we pass. M ost of this exposure is random—we
don’t plan to seek it out. However, if we are shop ping for a car, we may deliberately seek out
advertisements and “tune in” when dealer advertisements come on the radio.
Exposure is not enough to significantly impact the individual—at least not based on a single
trial (certain advertisements, or commercial exposures such as the “Swoosh” logo, are based
on extensive repetition rather than much conscious attention). In order for stimuli to be
consciously processed, attention is needed. Attention is actually a matter of degree—our
attention may be quite high when we read directions for getting an income tax refund, but
low when commercials come on during a television program. Note, however, that even when
attention is low, it may be instantly escalated—for example, if an advertisement for a product
in which we are interested comes on.
Interpretation involves making sense out of the stimulus. For example, when we see a red
can, we may categorize it as a CokeÒ.
Weber’s Law suggests that consumers’ ability to detect changes in stimulus intensity appear
to be strongly related to the intensity of that stimulus to begin with. That is, if you hold an
object weighing one pound in your hand, you are likely to notice it when that weight is
doubled to two pounds. However, if you are holding twenty pounds, you are unlikely to
detect the addition of one pound—a change that you easily detected when the initial weight
was one pound. You may be able to eliminate one ounce from a ten ounce container, but y ou
cannot as easily get away with reducing a three ounce container to two (instead, you must
accomplish that gradually.

33
The wholly empirical approach holds that this experience is the sole determinant of
perceptual qualities. The reason p ercipients see an object as dark or light, the argument goes,
is that in both our own p ast and the past of the species it paid off to see it that p articular way.
Returning to the bucket analogy, imagine that each of the three hoses pumps out water of a
different color: one pumps out black water, one pumps out gray water, and one pumps out
clear water. All one sees is the water in the bucket, which can be clear, gray, black, or any
shade in between. As expected, it is impossible to perform some calculation on the color of
the water in the bucket to find out how much water came out of each hose. Now imagine that
it is your job to bet on how much water came out of the gray hose. The output ratios of the
hoses are not random, but co-vary in all kinds of complicated ways based on the time of day,
how long it takes to fill up the bucket, etc. At first your behavior in response to the color of
the bucket might not be so good, but over time this would gradually improve as different
shades and behaviors in response became associated by trial and error. The key is that in
order to improve you have to know whether or not your behaviors worked by interacting with
the world.
Several factors influence the extent to which stimuli will be noticed. One obvious issue
is relevance. Consumers, when they have a choice, are also more likely to attend
to pleasant stimuli (but when the consumer can’t escape, very unpleasant stimuli are also
likely to get attention—thus, many very irritating advertisements are remarkably effective).
One of the most important factors, however, is repetition. Consumers often do not give much
attention to a stimuli—particularly a low priority one such as an advertisement—at any one
time, but if it is seen over and over again, the cumulative impact will be greater.
Surprising stimuli are likely to get more attention—survival instinct requires us to give more
attention to something unknown that may require action. A greater contrast (difference
between the stimulus and its surroundings) as well as greater prominence (e.g., greater size,
center placement) also tend to increase likelihood of processing.
Subliminal stimuli. Back in the 1960s, it was reported that on selected evenings, movie goers
in a theater had been exposed to isolated frames with the words “Drink Coca Cola” and “Eat
Pop corn” imbedded into the movie. These frames went by so fast that people did not
consciously notice them, but it was reported that on nights with frames present, Coke and
popcorn sales were significantly higher than on days they were left off. This led Congress to
ban the use of subliminal advertising. First of all, there is a question as to whether this
experiment ever took place or whether this information was simply made up. Secondly, no
one has b een able to replicate these findings. There is research to show that p eople will start

34
to giggle with embarrassment when they are briefly exposed to “dirty” words in an
experimental machine. Here, again, the exposure is so brief that the subjects are not aware of
the actual words they saw, but it is evident that something has been recognized by the
embarrassment displayed.

35
 Chapter 3

Research Methodology

Research as a scientific and sy stematic search for pertinent information on a specific topic.
Research M ethodology is a way to systematically solve the research problem. It may be
understood as a science of studying how research is done scientifically. In it we study the various
steps that are generally adopted by a researcher to know not only the research methods or
techniques but also the methodology. We not only talk of the research methods but also consider
the logic behind the methods we use in the context of our research study and explain why we are
using a particular method or evaluated either by the researcher himself or by others.

36
3.1 Purpose of the study

The purpose is to check out the consumer preference towards Airtel and its services and
what are their requirements and why a problem costumer faces.

3.2 Research Objective of the study

The objective of the study is to check out the preference of consumer towards Airtel and study
the requirements of consumer and their grievances towards the company. The secondary objective
of the study.

 To study Advertising Strategy of Airtel Cellular Service: Ads are an internal part
of every company and company has to know how and when to use it.
 Its effect on existing mobile users: The cellular services market in India grew during
the late 1990 and is increasing. Airtel has to launch services in the market.

3.3 Research methodology of the study

Research methodology is done to solve the research problems involving a study of various
steps that are adopted by the researcher in studying his problem.

Throughout the entire project the emphasis was to check the awareness level of the
customers towards the different services of Airtel and there views and perception about
the same.

Finally the project was concluded by taking the feedback from the customers.

3.3.1 Research Design

The project is more of a qualitative than quantitative study. The project aims at the perception of
consumers regarding the consumers.

Explorative Research: Explorative Research includes surveys and fact-finding enquiries of

different kinds. The major purpose of description of the state of affairs it exists at present. In
social science and business research we quite often use the term expost factor research for

37
descriptive research studies. A M ain characteristic of this method is that the researcher has no
control over the variables; he can only report what has happened or what is happening.

3.3.2 DATA COLLECTION METHOD

 THERE TWO TYPE OF M ETHOD OF DATA COLLECTION.

o PRIM ARY DATA

o SECONDARY DATA

 DATA USED FOR THE RESEARCH WORK WAS PRIMARY

 Primary Data: The primary source of data collection is through questionnaire. The
questionnaires are distributed among 35 peoples and the there view is recorded and used in
analyzing the data Secondary sources. Primary source is a term used in a number of
disciplines to describe source material that is closest to the person, information, period, or
idea being studied. In the study of history as an academic discipline, a primary source
(also called original source or evidence) is an artifact, a document, a recording, or other
source of information that was created at the time under study. If created by a human
source, then a source with direct personal knowledge of the events being described. It
serves as an original source of information about the topic. Similar definitions are used in
library science, and other areas of scholarship. In journalism, a primary source can be a
person with direct knowledge of a situation, or a document created by such a
person.Primary sources are distinguished from secondary sources, which cite, comment
on, or build upon primary sources, though the distinction is not a sharp one. "Primary" and
"secondary" are relative terms, with sources judged primary or secondary according to
sp ecific historical contexts and what is being studied.
 Secondary Data :

 Secondary sources include online sites (www.Google.Co.in, www.Airtel.com),

newsp apers (Times of India) and templates from AIRTEL distributions centers and
AIRTEL Customer Care. In scholarship, a secondary source is a document or recording
that relates or discusses information originally presented elsewhere. Secondary source
contrasts with a primary source, which is an original source of the information being

38
 discussed; a primary source can be a person with direct knowledge of a situation, or a
document created by such a person. Secondary sources involve generalization, analysis,
sy nthesis, interpretation, or evaluation of the original information. Primary and secondary
are relative terms, and some sources may be classified as primary or secondary, depending
on how it is used. An even higher level, the tertiary source, resembles a secondary source
in that it contains analysis, but attempts to provide a broad overview of a topic that is
accessible to newcomers.\

3.3.3 Sample designing

Target population:- The Target p opulation under this survey are the consumers of mobile
network providers.

The target p opulation is limited to the central Delhi.

S AMPLE S IZE : - The sample size included 100 related people in variousdifferent
location.

S earch process was done by interacting with number of customers during the activities
performed, which included, markets, cold calling, canopies, etc. Sample design consist of
CONVIENCE SAM PLING.

3.4 Method of data collection

Instrument of Data collection

Data Collection is an important aspect of any type of research study. Inaccurate data
collection can impact the results of a study and ultimately lead to invalid results. For the
above objectives, quantitative methods were used. Interviews were studied for the employees
and structured Questionnaires were given to them. Then the data was analyzed and
interpreted in the form of tabulation and charts.

There are two types of data collection methods used:

1. Primary data collection

2. Secondary data collection

Primary data collection method-

39
Primary data is the data in which the researcher collects data through various methods like
interviews, surveys, questionnaires etc., to support the secondary data.
Primary data collected in this p roject is using the interview and questionnaire.

Secondary data collection method-

Secondary data is data collected by someone other than the user. Common sources of
secondary data for surveys, organizational records and data collected through qualitative
methodologies or qualitative research.
Secondary data used in this p roject is records of Human Resource Department for the service
file of the separating staffs, various HR Journals, projects and research papers of different
scholars both national and international.

3.3.3 Drafting of a questionnaire

A questionnaire consisting of 18 questions was p repared which consisted of questions like the
working of various welfare committees of the organization and the development sy stems,
canteen and rest room facilities etc. So, keeping in view all the aspects of research and it
consisted of following types of questions-

 Close ended Questions- A closed-ended question is a question format that limits

respondents with a list of answer choices from which they must choose to answer the
question. Commonly these type of questions are in the form of multiple choices,
either with one answer or with check-all-that-apply, but also can be in scale format,
where respondent should decide to rate the situation in along the scale continuum,
similar to Likert questions.

Types of closed ended questions used-

1. Dichotomous Questions- Fixed-alternative question that can only be
answered in one of the two indicated ways, such as 'A' or 'B', True or False,
Yes or No.

2. Multiple Choice Questions- M ultiple choice is a form of assessment in

which respondents are asked to select the best possible answer (or answers)
out of the choices from a list. The multiple choice format is most frequently
used in educational testing, in market research, and in elections, when a person
chooses between multiple candidates, parties, or policies. M ultiple choice

40
 testing is particularly popular in the United States. If guessing an answer,
there's usually a 25 % chance of getting it correct on a 4 answer choice
question.

3.5 Limitations

The project has been successfully completed with certain inherent limitations, which are as
follows:

 This Project report is based on the secondary sources for data collection and no Primary
data has been used, due to which there is lack of practical knowledge.

 Time and work constraints were also there.

 Limited information & Respondent’s unavailability .

 Time pressure and fatigue on the part of respondents and interviewer.

 Courtesy bias& the behavior of the customer while approaching them to fill the
questionnaire was unp redictable.

 Lack of customer’s cooperation was a major constraint.

 M ajority of the customer were too aggressive in nature.

5. 2 SUGGESTIONS

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

 M odification must be brought about in AIRTEL, in terms of quality . Its demand should be
increased and provides its consumer with value added services as to retain them.

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  In today’s age the brand must focus on other areas to market it like M alls, theatre and
crowed area to get attention and market it and gather audience interest.

 M ost of the respondents are satisfies with the services provided by Airtel to mobile user
steps to be taken to make customers more satisfied but many are still not aware of phone
plus facility and steps are to be taken to popularize it.

 M any of the respondents are not satisfied with the features provided to prepaid users as
compared to Landline users.

Conclusion
Airtel is a very successful brand in India & providing customer satisfaction is to be there main
motive.Provides Internet access on the move as people are more dependent on it in their daily
lives like wide network and good 3G services.

Airtel possesses congestion free & wide network, unique value added & customer services.

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Providing customer satisfaction is the most crucial step of the company as they are to be satisfied
and provides Internet access on the move such as Wide network and good 3G services as they are
important and technology advanced stuff required by almost everybody in today’s environment,

Airtel is a home brand and a very successful brand in India and overseas and one of the most
successful brands still to date. It possesses congestion free & wide network, unique value added &
customer services to cover one of the widest areas.

From the details it can be concluded that 70% of Airtel users preferred to remain with Airtel. Also
good number of users who were willing to switch from their respective subscribers showed
interest in Airtel. Hence, these statistics imply a bright future for the company. Also the company
is used mainly by executives who want wide coverage for their operations but the problem of
customer satisfaction still persists with the company and cause of its lacking new customers.

Connectivity is the backbone of the company and it is still the reason why consumers use it and
the most users of the company fall in the youth category and are now using postpaid services as
they are aware of the services provided as the youth is the main target of major of companies as
the country mainly comprises of them.

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