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PROJECT REPORT
ACKNOWLEDGMENT
This humble endeavor bears the imprint of many persons who were in
one way or the other helpful in the completion of our report. We would like
to take this opportunity to present our vote of thanks to our guide who acted
as lighting pillar to enlighten our way through out this project. This project
would not have been possible without the kind assistance and guidance of
many people who indeed were helpful, cooperative and kind during the
entire course of our project.
Submitted By
Himanshu Kumar
Gurpreet Singh
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TABLE OF CONTENTS
1. Introduction 4
3. Study objective 7
4. Research methodology 8
7. About Sector 51 12
12. Conclusion 21
13. Annexure
a) Questionnaire for Consumers 22
b) Questionnaire for Sales Team 25
c) Special Offer Pamphlet 27
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INTRODUCTION
Bharti Airtel
Telecom giant Bharti Airtel is the flagship company of Bharti Enterprises.
The Bharti Group, has a diverse business portfolio and has created global
brands in the telecommunication sector. Bharti has recently forayed into
retail business as Bharti Retail Pvt. Ltd. under a MoU with Wal-Mart for the
cash & carry business. It has successfully launched an international venture
with EL Rothschild Group to export fresh agri products exclusively to
markets in Europe and USA and has launched Bharti AXA Life Insurance
Company Ltd under a joint venture with AXA, world leader in financial
protection and wealth management.
Airtel comes to you from Bharti Airtel Limited, India’s largest integrated
and the first private telecom services provider with a footprint in all the 23
telecom circles. Bharti Airtel since its inception has been at the forefront of
technology and has steered the course of the telecom sector in the country
with its world class products and services. The businesses at Bharti Airtel
have been structured into three individual strategic business units (SBU’s) -
Mobile Services, Airtel Telemedia Services & Enterprise Services. The
mobile business provides mobile & fixed wireless services using GSM
technology across 23 telecom circles while the Airtel Telemedia Services
business offers broadband & telephone services in 94 cities. The Enterprise
services provide end-to-end telecom solutions to corporate customers and
national & international long distance services to carriers. All these services
are provided under the Airtel brand.
telecom circles, while the B&T business group provides broadband &
telephone services in 90 cities. The Enterprise services group has two sub-
units - carriers (long distance services) and services to corporates. All these
services are provided under the Airtel brand.
Overview
STUDY OBJECTIVES
RESEARCH METHODOLOGY
The survey research method was the basic research design. We studied the
subject from two aspects: first, from the view point of the sales team and
second, from that of the customer.
The sales team was interviewed inside VandY and consumers were
interviewed in their homes in Sector-51. The personal interview lasted
between 10 to 15 minutes.
Sample Design
Data Source
Data was collected using the questionnaire which was framed on the basis of
the study objectives & in confirmation with the Sales Department of Bharti-
Airtel Ltd. Primary data was collected for the research. The data was
collected through self-administered questionnaires by personal interaction
with the respondents, so that there will be no problem in understanding and
answering the questions by the respondents.
Questionnaires for the sales team and customers are attached at the end of
the research report.
9
Data Analysis
Standard editing and coding procedures was utilized. The data analysis was
done with the help of various graphical tools, e.g. Bar graphs, Pie charts by
using SPSS software.
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Alex/DST team did a pilot project where they tried to source sales from
residential societies of sectors 51.
These societies were treated as SME accounts, acquisitions from these
accounts were on a self-paid basis.
Plans on offer:
1. Gupshup plan
2. Bada gupshup plan
3. Airtel Corp value plan
4. Airtel 325 plan
5. Airtel Call at 1 plan
On ground visibility:
1. Canopies with Field Officer Sales (FOS) in Airtel T-Shirts.
2. Special offer flyers for 51.
3. Token gifts for new customers.
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3. Length of test? - Market tests last anywhere from a few months to a year.
The longer the product's averages repurchase period, the longer the test
period necessary to observe repeat-purchase rates. This period should be cut
down if competitors are rushing to the market.
5. What action to take? - If the test markets show high trial and repurchase
rates, the product should be launched nationally. If the test markets show a
high trial rate and a low repurchase rate, customers are not satisfied and the
product should be redesigned or dropped. If the test markets show a low trial
rate and a high repurchase rate, the product is satisfying but more people
have to try it. This means increasing advertising and sales promotion. If trial
and repurchase rates are both low, the product should be abandoned. Test
marketing permits testing the impact of alternative marketing plans.
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The sector comprises of houses in the form of flats only. There are around
3000 flats in the sector, it has flats of CHB and various housing society.
5) Door to door campaign by the sales team: Airtel kicked of their door
to door campaign in the sector with the sales team of around 7-8
people. Door-to-door selling was usually conducted in the early
morning hours (5 a.m. to 9 a.m.), evening hours ( 5 p.m. to 8 p.m.)
and full day on sunday, when the majority of people are at home.
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1) The survey showed that there the average monthly expense of 80% of
the respondent is less than 500.
Monthly expenditure
40
35
No of respondants
30
25
20 Series1
15
10
5
0
>500 500-1000 1000-1500 1500 more
Amount
2) Only 12% of the respondents are using post paid mobile connections.
prepaid, 6,
12%
prepaid
prepaid
prepaid, 44,
88%
3) The survey showed that only 62% of the people are using mobile
phones with GSM technology and rest are CDMA.
4) The survey showed that most of the respondents are using mobile
phones from last 1 year.
25
20
No. of Respondant
15 Series1
10
0
<6 months 6-12months 12-24months >24 months
Time period
6) Local call rates and Network coverage are most import attributes for
the customers.
7) STD call rates and the roaming charges come next in the list of
preference.
2%
2% SMS pack
4%
STD/Local discount
10%
GPRS
. Callertone/Hellotone
52%
30%
Ringtone Downloads
9) Survey showed that 20% of the people are willing to change there
mobile phones in next 3 months.
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10) The survey shows that 46% of the people came to know about the
proposed plan through canopy, followed by newspaper handbills (28%).
10%
2%
Canopy
14%
46% Newspapers handbills
Sales Representative
Banners/Hoardings
Seminar (Holi Function)
28%
11) Only 50% of the people were aware of CUG feature of the rest 30 %
were partially aware, 20 % were totally unaware about the service.
14
Know a fair amount
12 Know very well
10 Never heard of
0
Never heard of Heard a little Know a little bit Know a fair Know very well
only amount
12) Most of them claim them claim their usage consists of talking with
friends (34%), family (20%), office (18%), society (16%) and others (12%).
Others
12%
Friends
34% Friends
Office
18% Family
Society
Office
Others
Society
16% Family
20%
13) Survey shows that change in mobile no. and similar tariffs prevent
them from changing mobile service.
3) The success of this facilty depends upon the penetration, as more the
number of consumers avail this facility, more they could have been
able to use it. But their family members, friends and neighbours who
already have Airtel mobile connection were not able avail it on
existing numbers and thus resulting in less penetration of this special
offer.
4) Presence of good schemes: Companies like Ping and Spice are already
offering good and cheap schemes to the customers.
6) Internal conflict between the societies: The features like CUG are not
effective in the present circumstances of sector 51, where there are lot
conflicts between the various associations and residence of the
societies.
7) Less time for the project: Usually this kind of project takes time to
produce positive results, customers usually takes time to response to
new schemes.
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8) Timing: The time which was chosen by the company to promote the
scheme was not appropriate; company floated the scheme near Holi
and Exam holidays, because of this it was difficult tap the mass
market.
11) In the society their was jammer problem as it is near to burail jail. So
it is not possible for any mobile service provider to give service in this
society as the signal becomes very weak.
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3) The plans must be made more practical and attractive by offering free
SMS besides CUG.
4) The scheme must cover existing customers along with the new ones,
so that they can explore the benefit of CUG in a better way. This will
also give company a promotion through word of mouth.
5) The proposed plans must be promoted through road shows along with
canopy and door to door campaign as it is more effective( survey
analysis)
6) The special scheme must last for 2-3 months, as it is a test market,
because consumer takes time in reacting towards new schemes or
products.
CONCLUSION
In a market with the world’s lowest mobile tariffs - Pricing has been the sole
selling point for cellular operators. But for long-term gains, distinct brand
differentiation strategies will have to kick in - very soon as the price
proposition is short-lived and is easily countered. “Rate is not a sustainable
competitive advantage. If one player plays the price card, others simply
follow suit, negating the uniqueness.”
The pilot project of Sector-51 will help in understanding the consumer
behaviour and satisfying their needs with customized communication
solutions which will be helpful in creating consumer loyalty and result in
increasing postpaid sales.
But due care must also be given to the existing customers which would have
resulted in “Word of Mouth” marketing and also CUG facility could have
been more meaningful for the resident of these societies. As more the
number of users of CUG facility like within family, friends, neighbour’s,
more it would be beneficial for residents and thus resuting in increase of
postpaid sales of Airtel and consumer satisfaction.
ANNEXURE
10) How you rate following mobile service providers among the given attributes based on
your perception. (1 – Most preferred and 6 – Least preferred).
Tata
Attribute BSNL Airtel Spice Vodaphone Reliance Indicom
a. Network Performance
b. Billing Services
c. Customer care services
d. Call Rates
11) How did you come to know about your Special offer by Airtel for Sector-51 residents?
(Tick more than one if applicable)
a) Stalls/Canopy b) Newspaper Advertisement c) Sales Representative d)
Banners/Hoardings e) Colleague/Friend f) Seminar (Holi Function) g)
Others………………………………..
12) Are you aware of CUG (Calling Under Group) Feature (VAS)?
16) Which of the following prevents you from changing your current service provider?
(Tick more than one if applicable)
a) Change in current mobile no. b) Nothing special in service c) Similar tariffs
d) Lack of awareness (about new schemes) e) Others………………………………
17) Have you availed the Special Scheme for Sector-51 residents by Airtel:
a) Yes b) No
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18) Any specific need/suggestions/problems………………...........................................................
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Name:
Designation:
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8) Any suggestion from your side: ………………………………………………………………….
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