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A

PROJECT REPORT
ON

MARKETING
ACKNOWLEDGEMENT

I would like to take an opportunity to thank all the people in collecting the
necessary information and making of the report. I am grateful to all of them
for their time and wisdom. My project becomes a reality only because of
cooperation of many people who had helped me in completing this project. I
sincerely extend my gratitude to Miss RUCHI AGGRWAL who has given me
this golden opportunity to have an insight in the corporate world and who
has been a source of guidance and support.
PUNEET DAME
CERTIFICATE

This is to certify that JASPREET BAJAJ BBA 3rd YEAR student from
KAMLA LOTHIA S.D COLLEGE affiliated to “Panjab University,
Chandigarh has completed her project under my supervision. She made
this project to my entire satisfaction and as per requirement of the course.

Miss. Ruchi Aggarwal


Project Guide
Bharti Tele-Ventures

Bharti Tele-Ventures is one of India's leading private sector providers of


telecommunications services based on an aggregate of 28,692627 customers as
on September 30, 2006, consisting of 27,061,349 GSM mobile and 1,631,278
broadband & telephone customers

The businesses at Bharti Tele-Ventures have been structured into three


individual strategic units (SBU’s) –
1) mobile services
2) broadband and telephone services
(B&T)
3) enterprise services
The Mobile 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.

Bharti Enterprises has been at the forefront of technology and has revolutionized
telecommunications with its world class products and services. Established in
1976, Bharti has been a pioneering force in the telecom sector with many firsts
and innovations to its credit.

Bharti provides a range of telecom services, which include Cellular, Basic,


Internet and recently introduced National Long Distance. Bharti also
manufactures and exports telephone terminals and cordless phones. Apart from
being the largest manufacturer of telephone instruments in India, it is also the first
company to export its products to the USA.

Bharti is the leading cellular service provider, with a footprint in 16 states covering
all four metros. It has over 12 million satisfied customers

Bharti Enterprises has successfully focused its strategy on telecom while


straddling diverse fields of business. From the creation of 'Airtel', one of India's
finest brands, to becoming the largest manufacturer and exporter of world class
telecom terminals under its 'Beetel' brand, Bharti has created a significant position
for itself in the global telecommunications sector. Bharti Tele-Ventures is today
acknowledged as one of India's finest companies, and its flagship brand 'Airtel',
has over 12 million customers across the length and breadth of India.
While a joint venture with TeleTech Inc., USA marked Bharti’s successful foray
into the Customer Management Services business, Bharti Enterprises’ dynamic
diversification has continued with the company venturing into telecom software
development. Recently, Bharti has successfully launched an international venture
with EL Rothschild Group owned ELRO Holdings India Ltd., to export fresh
Agri products exclusively to markets in Europe and USA

"What other operators have achieved in one to two years, Bharti has done in just
over a month. In July 2002, one out of every two people buying a mobile across
India chose AirTel. We are truly proud to be spearheading the mobile revolution
in the country."

- Sunil Bharti Mittal, Chairman, Bharti Tele-Ventures in 2002

Vision
BY 2010 AIRTEL WILL BE THE MOST ADMIRED BRAND IN INDIA:

 LOVED BY MORE CUSTOMERS.

 TARGETED BY TOP TALENT.

 BENCHMARKED BY MORE
BUSINES

AIRTEL
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 it's 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 12 million satisfied
customers.

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.

Moreover, 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 services in India.

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 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 Messaging Solutions

• Innovative products and services

• Error- free service delivery

Board of Directors
The Board of Directors of the Company has an optimum mix of Executive and
Non-Executive Directors, which consists of three Executive and fifteen Non-
Executive Directors.

The Chairman and Managing Director, Mr. Sunil Bharti Mittal, is an Executive
Director and the number of Independent Directors on the Board is 50% of the
total Board strength. The independence of a Director is determined on the basis
that such director does not have any material pecuniary relationship with the
Company, its promoters or its management, which may affect the independence
of the judgment of a Director.

The Board members possess requisite skills, experience and expertise required to
take decisions, which are in the best interest of the Company.

The composition of the Board is as under:

 Sunil Bharti Mittal


 Rajan Bharti Mittal
 Akhil Gupta
 Rakesh Bharti Mittal
 Chua Sock Koong
 N. Kumar
 Kurt Hellstorm
 Donald Cameron
 Paul O’Sullivan
 Professor V.S. Raju
 Pulak Chandan Prasad
 Bashir Abdullah Currimjee
 Gavin Darby
 Syeda Imam
 Ajay Lal
 York Chye Chang
 Paul Donovan
 Arun Bharat Ram
ACHIEVEMENTS

• First to launch Cellular service on November 1995.


• First operator to revolutionaries the concept of retailing with the
inauguration of AirTel Connect (exclusive showrooms) in 1995.

• First to introduce push button phone in India.


• First to expand it's network with the installation for second mobile
switching center in April, 1997 and the first 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. Enjoy the mobile roaming


across 38 partner networks & above 700 cities Moreover roam across
international destinations in 119 countries including USA, Canada, UK etc
with 284 partner networks.

• BHARTI announces aggrement with VODAFONE marking the entry of


the World's Largest Telecom Operator into India

• Bharti Enterprises and AXA Asia Pacific Holdings Limited announce


Partnership for a life insurance joint venture in India

• Airtel Launches future factory - Centres of Innovation to Incubate


Pioneering Mobile Applications

• 16 states, 600 million people. Only India's leading mobile service offers
you the truly 'freedom-packed' Prepaid!
• It is also the first company to export its products to the USA
BHARTI announces agreement with VODAFONE marking the
entry of the World's Largest Telecom Operator into India

• Vodafone to invest approximately Rs. 6,700 crores (approx. USD 1.5 bn.) to
acquire around 10% in Bharti Tele-Ventures Ltd.

• Bharti Enterprises, SingTel and Vodafone to take Bharti Tele-Ventures Ltd. to


unassailable leadership position in India

• The largest single foreign investment ever in the history of India


• The largest investment in the Indian telecom sector
• Bharti establishes its supremacy in the Indian telecom market, having
attracted Asia’s best – SingTel, and now world’s best – Vodafone.

• Bharti set to gain global leadership in the telecom sector


• Bharti Enterprises continues to hold shareholding and management control in
Bharti Tele-Ventures.
Awards for the year 2006-2007

• BHARTI AIRTEL DRAWS TOP HONORS AT THE MIS ASIA IT


EXCELLENCE AWARDS 2006

• BHARTI AIRTEL AMONG THE TOP 10 BEST PERFORMING


COMPANIES IN THE WORLD ACCORDING TO BUSINESSWEEK IT
100 LIST.

• SUNIL BHARTI MITTAL IS THE “CEO OF THE YEAR” AT THE


FROST AND SULLIVAN ASIA PACIFIC AWARDS 2006 AND BHARTI
AIRTEL BAGS “WIRELESS SERVICE PROVIDER OF THE YEAR” AND
“COMPETITVE SERVICE PROVIDER OF THE YEAR”.

• BHARTI TELE-VENTURES IS THE “BEST INDIAN CARRIER” AT


THE TELECOM ASIA AWARDS 2006.
AirTel: Appropriating the value of 'expression'

Over the last couple of years, the market has grown considerably, with deeper
penetration and wider usage of voice and data services, accompanied by much
higher competitive intensity," Atul Bindal, chief marketing officer, Bharti
TeleVentures, expands on this. "In this context, differentiating merely on
network, coverage and SMS is just not enough. You need to go beyond all the
rational identifiers - which are prerequisites in any case - and connect at a deeper
level. We needed a strong differentiator in an increasingly commoditized and
crowded market. We found this differentiator in a core human truth that defines
our category - which is that there are moments when you need to make your
point, when you need to be heard. Expressing and communicating are perhaps
two of the most basic emotions.
AirTel enables you to make your point in the most expressive way, anytime,
anywhere. The campaign is towards owning this through 'Express yourself.'
We believe 'Express yourself' allows us to connect at a deeper level and
create a long-term platform for the brand."

For AirTel, the challenge also lay in presenting a unified 'face' to the consumer.
This assumes significance when viewed in the light of the company's pre- and
post-paid communication, which, in the past, had been treated very differently.
Brand image, as a result, was being driven in two different dimensions. "Brand
AirTel is a category leader straddling completely different market segments such
as consumer, business and corporate, as well as different voice, data and payment
platforms," says Bindal. "'Express yourself' enables the brand to unify and
connect across the entire base of our existing and prospective customers."
One of the most obvious benefits of owning a property such as 'candid
expression' (and 'Express yourself') is the expansive nature of the thought. "The
moment you have as broad a canvas as 'Express yourself', it becomes easy for
anyone working on the brand to come up with new ideas and executions. That's
what makes a good campaign idea," observes Rediff's Prashant Godbole, who,
along with creative partner Zarvan Patel, conceived the campaign. This is just the
proverbial tip of the iceberg, Patel adds. "We will be taking the idea forward in
many different ways in the forthcoming work," he informs. Patel also credits his
creative team for "fleshing out the idea".

In October 2002, Magic led the market, with 30% of the market share. Bharti
claimed that its strategies were one of the most ambitious experiments ever in the
Indian pre-paid cellular telephony market. However, given the increasing
competitive pressure, doubts were being expressed regarding the ability of
Bharti's marketing initiatives to help Magic retain its 'Magic' in the future.

AIRTEL BROADBAND
Bharti Televentures is the fixed line operator business of Airtel. In the recent
branding exercise, all the services have been offered under the Airtel brand. Data
is the next driver for growth. This is clear to the operators who have belatedly
realized the implications for having a pie in all the segments of
telecommunications. Hence Bharti ventured in the broadband market.

However, the main contention in the broadband market is the price offering
which includes the bandwidth costs as well as the cost of laying down the copper
wire. Typically, in the mentality of the profit making exercise, Airtel has so far
focused only in those areas where it perceives that a huge market is present.
However, I still hold that their thrust should be in smaller towns and cities where
BSNL would ultimately usurp their potential customer base. It seems that their
fancily paid MBAs haven’t really understood the success of BSNL who focused
on the B and C class cities where it has drawn unparalleled support despite the
lousy customer experiences. This is because of the absence of any other operator.

The current offerings by Airtel does not really enthuse a potential customer who
is looking at sustained data transfer. It is the classic case of having something
better than nothing.

Add to the lousy customer care that Airtel is slowly perfecting, it is staffed with
people who usually land up in their jobs with little idea of their job profile. The
so-called Tech engineers have often been unable to help a customer who is
facing issues with the connectivity. I have read first person accounts for the
same.
AIRTEL’s ENTERPRISE SERVICES
The company is a part of Bharti Enterprises, and is India's leading provider of
telecommunications services. The businesses at Bharti Airtel have been
structured into three individual strategic business units (SBU’s) - mobile
services, broadband & telephone services (B&T) & enterprise services. The
mobile services group provides GSM mobile services across India in 23 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.

Our Services:

 Voice Services
 Mobile Services
 Satellite Services
 Managed Data and Internet Services
 Managed e-Data Services
AirTel launches VQE (Voice Quality Enhancer) for the first
time in Kolkata.
Introducing VQE (Voice Quality Enhancer) for the first time in Kolkata. VQE is
a revolutionary new system that spectrally reduces background noise. It
eliminates acoustic echo, adjusts speech levels in both directions and does away
with low or distorted speech so that every word of your's can be heard clearly,
wherever you may be speaking from.
The VQE technology has been sourced from Tellabs of USA, world leaders in
Voice Quality technology. Some of the prominent GSM operators using Tellabs
solution in the world are SingTel, Bell South, Telstra, BT Cell etc. The Tellabs
noise reduction technology removes high background noise from the wireless
side of the call thus delivering near wireline clear call quality
on mobile phones. The Tellabs 3000 series of voice-quality enhancement echo
technology also eliminates the complexity of acoustic echo generated by digital
mobiles and hands free kits.
PREPAID POSTPAID
SERVICE TYPE OF
DESCRIPTION CHARGES CHARGES
NAME SERVICE
(Rs.) (Rs.)

Calling Line
Automatic Displays the callers
Identification
only for new number on your mobile Rs. 25
Presentation
acquisitions phone screen
(CLIP)
Users can call to get
certain information and
service. For instance,
Automatic
Dial 604 for Infotel, Rs. 2.40 per Rs. 2 per
Dial-a-service only for new
Dial 131 for Railway minute minute
acquisitions
info. These call numbers
are available in the
phone book
Automatic download exclusive
Per content Per content
WAP only for new contents from Airtel's
download download
acquisitions WAP site

Access internet on the


Automatic GPRS Charges GPRS Charges
move and download
GPRS & Masala only for new - Rs 600 per - Rs 600 per
exclusive contents from
acquisitions month month
Airtel's WAP site

Users can call into this


Automatic voice recognition
646 Calling Rs. 6 per Rs. 6 per
only for new service and listen to
charges minutes minutes
acquisitions jokes, movie gossips,
download ringtones etc

Content offered by
Automatic media companies like
VAS SMS
only for new Indiatimes, Rediff, Rs. 3 per
Charges
acquisitions Yahoo fall into this
category

AIRTEL NEWS
• Bharti Airtel inks USD 400 million network expansion contract with
NOKIA
.

• Bharti Airtel limited: Q2 cash profit exceeds Rs. 1,600 crores, PBT
crosses Rs. 1,000 crores.

• Bharti Airtel is amongst India’s Most Admired Knowledge enterprises in


2006.

• Sunil Bharti Mittal receives ‘The Honorary Fellowship’ from IETE.


• Notice of postal ballot for seeking consent of the shareholders on scheme
of amalgamation of Satcom Broadband Equipments Limited and Bharti
Broadband Limited with Bharti Airtel Limited.

• Bharti Airtel to Observe Silent period from October 1, 2006.

PROMOTIONAL STRATEGY
After the liberalization of the Indian Telecom Sector in 1994, the Indian cellular
market witnessed a surge in cellular services. By 2005, there were a total of 12
players in the market with the five major players being Bharti Tele-Ventures
Limited (Bharti), Bharat Sanchar Nigam Limited (BSNL), Hutchinson-Essar
limited (Hutch), Idea Cellular limited (Idea) and Reliance India Mobile (RIM)
(Refer Exhibit I).

All the players except RIM offered services based on the Global System for
Mobile (GSM) technology. RIM provided services based on Code Division
Multiple Access (CDMA) technology as well as GSM.

As competition in the telecom arena intensified, service providers took new


initiatives to woo customers. Prominent among these were - celebrity
endorsements, loyalty rewards, discount coupons, business solutions and talk
time schemes. The most important consumer segments in the cellular industry
were the youth segment and the business class segment. The youth segment was
the largest and fastest growing segment and was therefore targeted most heavily
by cellular service providers.

Bharti Tele-Ventures adopted celebrity endorsement as its chief promotional


strategy. By 2004 it emerged the unprecedented leader commanding the largest
market share in the cellular service market. (Refer Exhibit II). Hutch
implemented the celebrity endorsement strategy partially, relying primarily on its
creative advertising for the promotion of its brand. BSNL, on the other hand,
attracted the consumer through its low cost schemes. Being a state owned player,
BSNL could cover rural areas, and this helped it increase its subscriber base.
Reliance was another player that cashed on its innovative promotional strategies,
which included celebrity endorsements and attractive talk time schemes. Idea,
relied heavily on its creative media advertising sans celebrities.
RAHMAN TUNE CROSSES AIRTEL’S EXCLUSIVITY
BARRIER

Cellular service provider AirTel seems to have hit the right note with its new
commercial starring musician A R Rahman. The commercial which is currently
on air has a beat which also doubles up as a ringtone which is ostensibly
available only to AirTel users. But the interesting part is that the ringtone is
being flaunted not just by AirTel customers but by customers of rival service
providers like BPL, Orange and Dolphin as well!

“We did expect the tune to catch up but this has really exceeded our
expectations,” admits Bharti Cellular’s chief marketing officer (western region)
Pratik Pota. Overall, he explains, it is a great advertising product for AirTel and
works like a “walking, talking brand ambassador.”

The ringtone which is also the jingle for AirTel’s TV commercial, is proving to
be a potent advertising tool for the company. It is not very clear what this means
for the other cellular operators. Cellular users have been “forwarding” the tune to
one another, which according to Mr Pota, has given AirTel a chance to enter the
“mind of the user” irrespective of which service he opts for.

“It gives the user a chance to go back to the AirTel product and acts as a strong
reminder medium,” he explains. Marketing professionals like Samsika Marketing
Consultants’ managing director Jagdeep Kapoor point to the usage of an “audio
celebrity” as something that is significant.

“The normal practice is to opt for film stars and sportsmen rather than an audio
personality” he says.

Rivals, though seemingly unfazed by the phenomenon, seem to be doing their


own homework on this brand of advertising. While none of them commented on
AirTel’s strategy and its impact on their own subscriber base, one advertising
professional working with a rival service provider opines that the tune is
“transient” and not likely to have any long term impact as a brand building tool.

Being the latest entrant in the Mumbai circle, AirTel has had to find ways of
cutting through the clutter.

Says Mr Kapoor,” AirTel will have try to find ways to attract new customers and
convert the existing ones.” Explaining that the usage of an audio celebrity was
more “strategic than tactical”, he adds that non-AirTel users will have the AirTel
“brand experience” inspite of not using the service.

While Mr Pota highlights the fact that the usage of the tune by other operators
means “free advertising” for AirTel and the users having a positive disposition
towards the product, the nature of reaction from competition remains unclear.

“Competition will not do well to adopt a knee jerk reaction and will have to
come out with advertising that is well thought out” explains Mr Kapoor. He
anticipates a situation where the new entrant (AirTel) will continue to be more
aggressive.
TENDULKAR & SHAHRUKH.

Both Tendulkar and King Khan already share the frame for soft drinks major
PepsiCo India. Tendulkar is not the first cricketer to endorse Bharti’s Airtel
brand. Indian captain Saurav Ganguly had done so when Airtel launched its
service in the eastern metropolis of Kolkata in 2001.
Though company executives were mum on the value of the Tendulkar deal, those
in the advertising fraternity peg the signing rate for the three-year deal anywhere
between Rs 8 crore and Rs 10 crore.
Both Sachin and Shah Rukh are two of the most sought after celeb endorsers in
the country, with the former edging out the latter in the celeb endorsement race.
The Master Blaster’s portfolio includes brands like Colgate Pamolive, ESPN-
STAR Sports, Pepsi, MRF, Boost, TVS, Palio, Visa, Adiddas and Britannia. The
leading brands endorsed by Khan include Hyundai, Pepsi, Airtel, Tag Huer,
Clinic All Clear, Bagpiper and Videocon, among others.
According to company executives, the idea of roping in Tendulkar is in line with
the group’s strategy to connect to the mass market through celeb endorsers from
movies, cricket and music. “For mass connect, Shah Rukh and Sachin are the
best bet as brand endorsers,” says a senior company executive. Bharti plans to
launch a multimedia campaign targetting its service at the mass market.
OBJECTIVE
The objective of my project report is to study the advertising strategy of AIRTEL
Cellular service and its effect on mobile users existing and who are going to use
mobile service in future. In other words, my aim is to study the Advertising
Effectiveness of AIRTEL Cellular service.

REVIEW OF LITERATURE

DATA SOURCES
Data is collected from both the Primary sources
i.e. questionnaire and also from Secondary
sources.
Primary sources:

The primary source of data collection is through


questionnaire. The questionnaires are distributed
among 35 peoples and their view is recorded and
used in analyzing the data

Secondary sources :

The secondary sources includes online sites,


newspapers and templates from

AIRTEL distributions centers and AIRTEL


Customer Care.
People know about AIRTEL cellular service
through
30 % Friends 70% Advertisements
5% Other Sources

friends
advertisements
other sources

Feature of AIRTEL forced people to use


AIRTEL is
35% Advertisements 20% Connectivity
10%Schemes 35%Goodwill

advertisement
connectivity
schemes
goodwill

People’s first choice of cellular service when


they want to use mobile phone

AIRTEL 45% HUTCH 30%


IDEA 8% RELIANCE 10%
TATA INDICOM 5% OTHERS 2%

AIRTEL
HUTCH
TATA INDICOM
RELIANCE
IDEA
OTHERS

Feature of AIRTEL is better than the people’s


previous cellular service.
Advertisements 25% Connectivity 60%
Schemes 15%

ADVERTISEMENTS
CONNECTIVITY
SCHEMES

AIRTEL users in people’s phone book

Less than 30% : 15%


30% - 70% : 25%
More than 70% : 60%

0-30
30-70
70-100

Type of advertisement mostly like by people in


AIRTEL is
Audio Visual : 85%
Print : 2%
Audio : 13%

Audio Visual
Print
Audio

Celebrity liked by people very much in


AIRTEL
Sachin : 55%
Shahrukh : 38%
Kareena : 2%
A. R. Rehman : 5%

SACHIN
SHAHRUKH
KAREENA
A.R. REHMAAN

People take benefits of schemes offered by


AIRTEL
YES : 85%
NO : 13%
CAN’T SAY : 2%

YES
NO
CAN’T SAY

People like most in AIRTEL is


NOKIA + AIRTEL : 86%
AIRTEL MAGIC : 5%
Postpaid services : 8%
AIRTEL Broadband : 1%

NOKIA + AIRTEL
AIRTEL MAGIC
Postpaid services
AIRTEL Broadband

Service liked by people most in AIRTEL is


AIRTEL missed you service : 63%
Ring tones : 15%
Hello tunes : 22%

AIRTEL missed you


service
RINGTONES

HELLOTUNES

People participate contest offered by AIRTEL


like BID TO WIN, LI’L CHAMPS

YES : 72%
NO : 28%

YES
NO

Type of recharge cards liked by people


More talk time : 23%

More validity : 15%

Both : 62%

More talktime
More validity
Both

AIRTEL is #1 in India
Yes : 95%
No : 5%

Yes
No
CONCLUSION
The conclusion of my study is that AIRTEL’s
Advertising has a major impact its users. People
like its schemes very much .AIRTEL had created
a very good image on the mind of the new users
of cellular service. AIRTEL has adopted a very
good strategy by providing a new connection
with NOKIA who is market leader in mobile set,
many new users buy Nokia sets and they get a
free connection of AIRTEL. AIRTEL is
successful in capturing the highest market share
by adopting Celebrity Endorsement Strategy.
A.R. Rehmaan’s tune for AIRTEL worked as
free advertising for AIRTEL as another service
user uses it too. Other celebrities like Shahrukh
Khan (bollywood) and Sachin Tendulkar
(Cricket) has also contributed very much in
AIRTEL.

RECOMMENDATIONS
By virtue of its connectivity and advertising
strategy AIRTEL is successful in grabbing the
highest market share in India, but there are still
some recommendations from my study point of
view is that AIRTEL needs to make its network
service more stronger than other service
providers to dominate the market in future
too.AIRTEL should introduce cheaper recharge
cards than the other because its competitor
HUTCH had introduced it. AIRTEL should sign
more celebrities from cricket and bollywood.

BIBLIOGRAPHY
ON-LINE WEBSITE :
.
o WWW.GOOGLE.CO.IN
o WWW.AIRTEL.COM

NEWSPAPERS:

o Times of India (15 Oct 2006- 2 Nov 2006)

BOOKS:

o Marketing Management, Dr. S.L. Varshney and


Dr. R.L. Gupta, Third Revised Edition,
Sultan Chand and Sons.
QUESTIONNAIRE
NAME:
……………………………………………
ADDRESS:
……………………………………………
OCCUPATION:
…………………………………………….
CELLULAR SERVICE USED:
…………………………………………….

If AIRTEL than proceed further

1. How did you know about AIRTEL cellular


service?

Friends Advertisements

Other Sources
2. Which feature of AIRTEL forced you to used
AIRTEL ?
Advertisements Connectivity

Schemes Goodwill

3. Which was your first choice of cellular service


when you want to use mobile phone?

AIRTEL HUTCH IDEA

RELIANCE TATA INDICOM

OTHERS

4. Which feature of AIRTEL is better than your


previous cellular service?

Advertisements Connectivity

Schemes

5. How many AIRTEL users in your phone


book?

Less than 30% 30% - 70%

More than 70%

6. Which type of advertisement you most like in


AIRTEL?

Audio Visual Print Audio

7. Which celebrity you like very much in


AIRTEL?

Sachin Shahrukh Kareena

A. R. Rehman

8. Have you take benefits of any scheme offered


by AIRTEL?

YES NO
9. Which you like most in AIRTEL?
NOKIA + AIRTEL

AIRTEL MAGIC

Postpaid services

AIRTEL Broadband

10. Which service you like most in AIRTEL?

AIRTEL missed you service

Free Ringtones

Free Hello tunes

11. Do you participate contest offered by AIRTEL


like KBC-2 & Indion Idol-2?

YES NO
12. Which type of recharge cards you like
most?

More talktime

More validity

Both (i.e. Post paid)

13. According to you is AIRTEL is #1 in


India?

Yes No

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