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PROJECT REPORT AT MARKETING STRATEGY OF AIRTEL, GORAKHPUR A Project Report submitted in partial fulfillment of the requirements for the

award of the degree of

MASTER IN MARKETING MANAGEMENT (Industry Integrated)


TO UNIVERSITY OF PUNE,PUNE BY SAURABH CHHAPRIA SBS CODE-010227 Under the guidance of

Prof. Swapnil Patil

SINHGAD INSTITUTE OF BUSINESS ADMINISTRATION AND RESEARCH SR.NO 40/4A,4B/1,KONDHWA-SASWAD ROAD, PUNE 411048. 2010-2011

CERTIFICATE
This is to certify that the Project Report at MARKETING STRATEGY OF AIRTEL, GORAKHPUR Submitted in partial fulfillment of the requirement for the award of the degree of

MASTER IN MARKETING MANAGMENT (Industry Integrated) TO UNIVERSITY OF PUNE, PUNE


Is a record of bonafide training carried out by

SAURABH CHHAPRIA

Under my supervision and the no part of this report has been submitted for the award of any other Degree/diploma/fellowship or similar title or prizes .

FACULTY GUIDE

Signature :

Signature :

Name: Prof. Sawpnil Patil

Name: Prof Avadhoot D. Pol

STUDENTS DECLARATION

I hereby declare the Project Report conducted at MARKETING STRATEGY OF AIRTEL, GORAKHPUR Under the guidance of

Prof. Swapnil Patil


Submitted in partial fulfillment of the requirements for the Degree of MASTER IN MARKETING MANAGMENT (Industry Integrated) TO UNIVERSITY OF PUNE, PUNE Is my original work and the same has not been submitted for the award of any other Degree/ diploma/ fellowship or other similar titles or prizes.

Place : Date :

SAURABH CHHAPRIA SBS CODE:010227

Signature :

ACKNOWLEDGEMENT

I extend my special gratitude to our beloved director Prof. Avadhoot D. Pol and Dean Prof R.M Indi, Project Guide Prof. Swapnil Patil , for inspiring me to take up this project.

I wish to acknowledge my sincere gratitude and indebtedness to my project guide Prof. Swapnil Patil of SINHGAD INSTITUTE OF BUSINESS ADMINISTRATION AND RESEARCH, PUNE for his valuable guidance and constructive suggestions in the preparation of project report.

I extend my gratitude to AIRTEL and my Manager UDAY KUMAR and all my colleagues, friends for their encouragement, support, guidance and assistance for undergoing industrial training and for preparing the project report.

CONTENTS

SR. No.

CONTENT

PAGE NO.

Chapter 1 Chapter 2

Introduction Airtel services and schemes

9-15 16-24

Chapter 3

Research Methodology

25-32

Chapter 4

Data Presentation , Analysis and Interpretation

33-45

Chapter 5

Findings & Suggestions and Conclusion

46-53

Chapter 6 Chapter 7

Annexure Bibliography

54-55

56-58

LIST OF TABLES

SR. No. 1 2 3 4 5 6 7 8 9 10 11 12

Table No. 1.1 1.2 1.3 1.4 1.5 1.6 1.7 1.8 1.9 1.10 1.11 1.12

Page No. 34 35 36 37 38 39 40 41 42 43 44 45

LIST OF FIGURES

Sr. No. 1 2 3 4 5 6 7 8 9 10 11 12

Table No. 2.1 2.2 2.3 2.4 2.5 2.6 2.7 2.8 2.9 2.10 2.11 2.12

Page No. 34 35 36 37 38 39 40 41 42 43 44 45

EXECUTIVE SUMMARY
The following report deals with the project undertaken for Bharti Airtel Limited. The company is in the service providing of the various brand. These types of services like Voice Services, Mobile Services, Satellite Services, Managed Data & Internet Services, Managed eBusiness Services.Bharti Airtel Limited is only one company to cover network of all over india. This report on Bharti Airtel Limited is carried out to find out certain objective regarding the Marketing Strategy Of Airtel Adopted by Airtel to stand strongly in the competitive telecom market. This project was done particularly for prepaid mobile services. The above tasks were very challenging quite learning, which completed through an intensive research conducted. A systematic approach was used to achieve the above-mentioned objective. To minimize the error and gather the correct information, survey technique was used and structured questionnaires were prepared for new customer and some direct joint with Bharti Airtel, which include close ended questions. Personal interviews and observation also proved very useful to collect the right information. For this purpose, a sample area was taken under consideration. The project not only deal with the information regarding prepaid mobile services but of all other services providing in the Gorakhpur market, The Bharti Airtel Limited had some problems and findings, which work obstacles in the success of it in the market. The report also deals with the suggestion and recommendation for them company need to adopt in order to improve the customer relation of the various services.

CHAPTER-1

Introduction

The technology that gives a person the power to communicate anytime anywhere has spawned an entire industry in mobile telecommunication. Mobile telephones have become an integral part of the growth, success and efficiency of any business/ economy. The government of India recognizes that the provision of the world-class telecommunications infrastructure and information is the key to rapid economic and social development of the country. It is critical not only for the development of the Information technology industry, but also has widespread ramification on the entire economy of the country. It is also anticipated that going forward, a major part of the GDP of the country would be contributed by this sector. Accordingly, it is of vital importance to the country that there be a comprehensive and forward looking telecommunications policy which creates an enabling framework for development of this industry. In India, the telecommunications market has undergone a major transformation in the past couple of decades. From being a complete monopoly of the public sector, to the breaking down of these monopolies, the telecom industry has witnessed significant policy reforms. These reforms also led to the entry of private players in all kinds of telecommunications services, such as cellular and wireless in local loop services, in addition to the basic telephony services. Airtel is the fastest growing company in the telecom sector in India. The company understands to deliver their services with full customer satisfaction. We go through both generic and specific, professional that help us remain well informed and knowledgeable about the companys product in the market.

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COMPANY PROFILE

ABOUT BHARTI ENTERPRISES Bharti Enterprises is a pioneer in telecom sector and the group is widening its horizons by entering new business areas such as insurance and retail. Bharti enterprises have created a vantage position for itself in the global telecommunications sector. Bharti enterprises occupy numero uno status in mobile telephony in India while its brand Beetle is the largest manufacture and importer of world-class telecom terminals. Founder of Bharti Group is Sunil Mittal. In 1983, Sunil Mittal entered into an agreement with Germanys Siemens to manufacture the companys push-button telephone models for the Indian market. In 1986, Sunil Bharti incorporated Bharti Telecom Limited (BTL) and his company became the first in India to offer push-button telephones, establishing the basis of Bharti Enterprises. The first mover advantage allowed Sunil Mittal to expand his manufacturing capacity elsewhere in the telecommunications market. By the early 1990s, Sunil Mittal had also launched the countrys first fax machine and its first cordless in telephone. In 1992, Sunil Mittal won a bid to build a cellular phone network in Delhi. In 1995, Sunil Mittal incorporated the cellular operations as Bharti Tele-Ventures and launched service in Delhi. In 1996, cellular service was extended to Himachal Pradesh. In 1999, Bharti Enterprises acquired control of JT Holdings, and extended cellular operations to Karnataka and Andhra Pradesh. In 2000, Bharti acquired control of Skycell Communications, in Chennai. In 2001, the company acquired control of Spice Cell in Calcutta. Bharti Enterprises went public in 2002, and the company was listed on Mumbai Stock Exchange and National Stock Exchange of India. In 2003, the cellular phone operations were rebranded under the single Airtel brand. In 2004, Bharti acquired control of Hexagon and entered Rajasthan. In 2005, Bharti extended its network to Andaman and Nicobar. Today, Airtel is the largest cellular service provider in India.

Companies of Bharti Enterprises Bharti Airtel: Bharti Airtel is India's leading provider of telecommunications services. The company provides GSM mobile services across India in 23 telecom circles and broadband & telephone services in 90 cities. Bharti Teletech Ltd.: Bharti Teletech manufactures and exports world-class telecom equipment under the brand Beetel'. It is the only Indian telephone company to be present in 11

30 countries mapping 5 continents. The company's product range includes Basic Telephones, Caller ID Phones, Caller ID Boxes, and Cordless Phones, 2.4 GHz Digital Cordless Phones, DECT 1.8 GHz Phones, and Set Top Boxes. Telecom Seychelles Ltd: Telecom Seychelles Ltd provides comprehensive telecom services including GSM Cellular, PSTN (Fixed Lines), Fax and Data, International Roaming, connectivity to Internet Services, Maritime Telecom Services (INMARSAT) and International Collect and Credit Card calling, in Seychelles, under the brand' Airtel.

Bharti Telesoft Ltd: Bharti Telesoft Ltd provides value added services and solutions to wireless and wire line carriers worldwide. Bharti Telesoft Ltd ha deployed products and solutions in 25 countries to over 100 networks, and has a customer base of 150 million across 5 continents. Teletech Services (India) Ltd: Teletech Services (India) Ltd is a joint venture between Teletech Holdings, Inc., world's leading full-service provider of business process outsourcing and Bharti Teletech Ltd. The company offers offer the entire spectrum of front-to-back-office business processes ranging from voice and non-voice customer support, back office administration (including credit and collections, account maintenance, application processing, claims processing, asset management, document management etc.), sales and marketing (including database marketing, marketing support, web sales and marketing etc.) to global customers. FieldFresh Foods Pvt Ltd: FieldFresh Foods (P) Ltd is an equal partnership venture between Bharti Enterprises and ELRo Holdings India Ltd, an investment company of the Rothschild family. The company provides premium quality fresh produce to the markets worldwide and promotes world-class standards for agricultural practices, progressive farming techniques & identification and adoption of appropriate technologies. Bharti Retail Pvt Ltd: Bharti Retail Pvt Ltd. is a 100% subsidiary of Bharti Enterprises. Bharti Retail is planning to launch its retail outlets in multiple consumer friendly formats in several cities across India.

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ABOUT BHARTI AIRTEL LIMITED Name Business Description Bharti Airtel Limited Provides mobile, broadband & telephone (fixed line) and enterprise services (carriers & services to corporate) Established Proportionate Revenue Shares in Issue Listings July 07, 1995, as a Public Limited Company Rs. 418.5 billion Rs. 18,988 million The Stock Exchange, Mumbai (BSE) The National Stock Exchange of India Limited (NSE) Customer Base Bharti airtel had 200 million customer base across its operation. Operational Network Provides GSM mobile services in all the 23 telecom circles in India, and was the first private operator to have an all India presence. Provides broadband (DSL) and telephone services (fixed line) in 94 cities in India. Registered Office Bharti Airtel Limited,(A Bharti Enterprise) Qutab Ambience (at Qutab Minar), Mehrauli Road, New Delhi - 110 030 , Tel. No.: +91 11 4166 6000 Fax No.: +91 11 4166 6011/12

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Bharti airtel limited is a leading global telecommunications company with operations in 19 countries across Asia and Africa. The company offers mobile voice & data services, fixed line, high speed broadband, IPTV, DTH, turnkey telecom solutions for enterprises and national & international long distance services to carriers. Bharti airtel has been ranked among the six best performing technology companies in the world by business week. bharti airtel had 200 million customers across its operations. Company shares are listed on the Stock Exchange, Mumbai (BSE) and The National Stock Exchange of India Limited (NSE) The company has 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 also has a strategic alliance with Vodafone. The investment made by Vodafone in Bharti is one of the largest single foreign investments made in the Indian telecom sector. 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 suppliers 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, and Teletech & Mphasis

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Awards
 Consecutively for four years 1997, 1998, 1999, 2000, Airtel has been voted as the best cellular service in the country and won the Coveted Techies award.  The Asia Pacific Award For The Most Innovation HR Practices-2000. The Golden Peacock National Training Award for exellence in training practices-2000. The Golden Peacock National Quality Award- 2001  It received the Voice & Data Award for being 'India's largest cellular service provider', amongst others.  Bharti draws top honours at the NDTV Profit Business Leadership Awards 2007  Bharti Airtel Ranked 3rd on Shareholder Returns in Business Week IT 100 List

Vision
To make mobile communications a way of life and be the customers first choice.  By 2010Airtel will be the most admired brand in india.  Loved by mora customer  Targeted by top telanted  Benchmark by more businesses

Mission
We will meet the mobile communications needs of our customers through:  Error free service delivery  Innovative products and services  Cost efficiency  Unified messaging solution.

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CHAPTER-2

16

SERVICES OF THE AIRTEL


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 (SBUs) - 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 corporate. All these services are provided under the Airtel brand. Its include

y Voice Services y Mobile Services y Satellite Services y Managed Data & Internet Services y Managed e-Business Services

 Voice Services :Bharti Airtel became the first private fixed-line service provider in India. It is now promoted under the Airtel brand. Recently, the Government opened the fixed-line industry to unlimited competition. Airtel has subsequently started providing fixed-line services in the four circles of Delhi, Haryana, Madhya Pradesh, Karnataka, Tamil Nadu & UP (West). Airtel Enterprise Services believes that these circles have high telecommunications potential, especially for carrying Voice & Data traffic. These circles were strategically selected so as to provide synergies with Airtels long distance network and Airtels extensive mobile network .Airtel Enterprise Services, India's premium telecommunication service, brings to you a

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whole new experience in telephony. From integrated telephone services for Enterprises and small business enterprises to user-friendly plans for Broadband Internet Services (DSL), we bring innovative, cost-effective, comprehensive and multi-product solutions to cater to all your telecom and data needs.

 Voice Product Portfolio


Airtel Enterprise Services telephone services go beyond basic telephony to offer our users a whole host of Value Added Services as well as premium add-ons. Each telephone connection from Airtel Enterprise Services is backed by a superior fibre-optic backbone for enhanced reliability and quality telephony. Few of the Value Added Services offered are Calling Line Identification, Three Party Conferencing, Dynamic Lock, Hunting Numbers, and Parallel Ringing etc.

Airtel Enterprise Services Voice Services provide Free Dial-up Internet access that is bundled along with your Telephone connection from Airtel. Its fast, reliable and gives you unlimited Internet access.

 Mobile Services
Airtels mobile footprint extends across the country in 21 telecom circles. Its service standards compare with the very best in the world. In fact, thats how Bharti has managed to win the trust of millions of customers and makes it one of the top 5 operators in the world, in terms of service and subscriber base.

The company has several Firsts to its credit :y

The First to launch full roaming service on post-paid in the country 18

y y

The first to launch 32K SIM cards. The first in Asia to deploy the multi band feature in a wireless network for efficient usage of spectrum

y y

The first to deploy Voice Quality Enhancers to improve voice quality and acoustics The first telecom company in the world to receive the ISO 9001 : 2000 certification from British Standards Institute.

 Satellite Services :Airtel Enterprise Service provides you connectivity where ever you take your business Our Satellite Services bring you the benefits of access in remote locations. Airtel Enterprise Services is a leading provider of broadband IP satellite services and DAMA/PAMA services in India. Our solutions support audio, video and voice applications on demand.

 Satellite service include :y y y y

PAMA / DAMA BIT Internet VPN Satellite based IPLCs for redundancy reasons

 Managed Data & Internet Services


Airtel Enterprise Services brings you a comprehensive suite of data technologies. So we are able to support all types of networks and ensure our customers can migrate their network to the future seamlessly. Our Managed Data & Internet services make our customers future proof. Managed Data and Internet Services include :-

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y y y y y y y y

MPLS ATM FR Internet IPLC Leased Lines Customised Solutions International Managed Services

 Managed e-Business Services


Airtel Enterpirse Services, offers an internationally benchmaked, carrier class hosting, storage and business continuity services. A range of services that help to keep your business running the way you want- 24x7. Thanks to our world-class high tech Data Centres. Managed e-business Services include :y y

BCRS Services Web hosting.

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Airtel Logo

Airtel has recently changed its logo in order to create brand awareness among people. Airtel has invested Rs.300 crore in order to position its brand in the mind of consumers. This strategy adopted by Airtel has increased the market share of Airtel.

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. It represents a dynamic force of unparalleled energy that brings us and our customers closer.

Our specially designed logo type is modern, vibrant & friendly. It signals our resolve to be accessible, while the use of all lowercase is our recognition for the need for humanity.

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

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Theoretical Background

Dividing the market by grouping the customers with similar tastes and preferences into the segment is called segmentation. Market segmentation is becoming increasingly important for marketers segmentation helps marketers understands the need of different customer better and serve them with better value propositions. If marketers know which segment of the market they are targeting, they can design their marketing mix to suit the customer in the segment

For example, intel, the chip giant, launched a cheaper mobile processor, celeron m, which is targeted at the value market segment, segmentation also helps the marketers increase customer loyalty, as the marketers focuses on these smaller markets with enhances service and quality features. To remain competitive, companies need to develop and refine their product and services to meet the needs and preferences of various segments

BASES FOR SEGMENTING THE MARKET Since segments keep evolving it is necessary that the marketer is sensitive to this process and considers options of sub segmentation. Bases of market segmentation can be broadly into three major groups.
y y y

Customer-based segmentation Product-related segmentation Competition related segmentation Here Customer-based segmentation is done.

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OBJECTIVES

The prime objective of the study is:

 To evaluate the marketing strategy of Airtel.

Other objectives are:  To compare the prevailed competition and competitors in telecom sector.  To understand the work structure of Airtel in respect to marketing.  To Find the demand of consumer and what is the problem they are facing in using Airtel services.

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Airtel schemes

Top Up Top Up Top Up Top Up Top Up Top Up Top Up

Value 10 15 25 50 100 150

Talk Time 6.00 11.00 20.00 43.33 85.00 133.99

Validity Life Time Life Time Life Time Life Time Life Time Life Time

Full Talk Time Full Talk Time Full Talk Time Full Talk Time Full Talk Time Full Talk Time Full Talk Time

Value 20 34 70 130 222 333

Talk Time 20 34 70 130 222 333

Validity 2 Days 3 Days 7 Days 15 Days 30 Days 45 Days

SMS Pack SMS Pack SMS Pack SMS Pack SMS Pack

Value 12 24 36 62

Validity 15 Days 10 Days 30 Days 30 Days

SMS Advantage 120 SMS 500 SMS Per Day (L+N) 360 SMS (L+N) 500 SMS Per Day (L+N)

Internet Pack Internet Pack Internet Pack

Value 19 98

Validity 3 Days 30 Days

Memory 200 MB 2 GB

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CHAPTER-3

25

RESEARCH METHODOLOGY
Meaning:Research means the process of getting knowledge and that can be carried out either arbitrarily or in a systematic fashion. It is a purposive investigation. Research process involves defining the problem, formulating the hypothesis, organizing and evaluating the data, deriving inference and conclusion after careful testing. Definition: According to bery A careful investigation or inquiry specially through search for new facts in any branch of knowledge  Redman and mory defined research as Systematized effort to gain new knowledge.

Collection Method:The Researcher has collected required information through following: 1) Primary Source 2) Secondary Source A. Primary Source: Primary data are those data which are collected for the first time. It is better to go for primary data since it is first hand information and there is less chances of personnel bias and information can be collected with accuracy at the same time. It could be re-tabulated and survey concerned in various forms this data can be used. For collecting primary data I have chosen the questionnaire method.

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Questionnaire Method:

This Method of data collection is quite popular, particularly in case of big enquiries in this method a questionnaire is provided to a person concerned with the request to answer the question and return the questionnaire. A questionnaire consists of number of printed or typed in definite form or set of forms.

Between these two methods best suited for research was questionnaire method. Since in observation method only the effect can be observed while the case remains unknown. More ever observation method requires special observational skill on the part of the researcher. Where as through questionnaire asking to the people who are thought to have the desired information collects data.

Questionnaire is set of question with some space for answer. The questionnaire for the report consists of closed ended questions.

B. Secondary Source: It consist of information that already exists some were, have been collected for another purpose. The two type of secondary source are as under: a. Internal source: Internal organization.
y y

secondary

data

includes

the

data

generated

within

the

Annual Report Company Senior Person.

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b. External sources:External secondary data is collected from out side of the organization. Like
y y

Internet, websites. Books, magazines and newspaper etc.

 TYPE OF RESEARCH

Exploratory research is also known as qualitative research. This type of research is used to discover new relationship. It looks of hypothesis tentative answers to questions that solves as a guide for most research project. This project is also exploratory in nature. I have conducted research with the help of questionnaire. I have also taken personal interview with different customers which provide key information about the competitive movement. There were 12 different questions in my questionnaire which focused problem solving seeking objective. This report is prepared on the basis of answer given by various customers.

Sampling:Sample is the small group taken under consideration from the total group. The small group represents the total group, in segment analysis, Gorakhpur area was ask to be studied but there was a limitation of the project to approach all region. The areas selected for the sample are present further in annexure. Calculation of sample size is based on random sampling technique for the project & contact method is direct survey. 1. Type of research 2. Data Source 3. Data Collection Techniques : : : Exploratory research Primary Data & Secondary Data Questionnaire Method and personal

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interview. 4. Contact Method 5. Sample Size 6. Sampling Procedure : : : Personal Interview 100 Random Sampling

The table showing details of sample size with reference to the sample space is listed as below.

S. No. Area covered Institutes covered 1 Golghar Baldev Plaza 25 2 Park Road City Mall 40 3 Buxipur Big Shop 10 4 Bank Road Cross Road 25 Total 100

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SWOT ANALYSIS Following is the SWOT Analysis for AIRTEL

STRENGTH

 VERY FOCUSED ON TELECOM Bharti Airtel is largely focused on the telecom, around 93% of the total revenue comes from telecom(Total telecom revenue Rs418,472 million).

 LEADERSHIP IN FAST GROWING CELLULAR SEGMENT- Airtel is holding


leadership position in cellular market. Bharti Airtel is one of India's leading private sector providers of telecommunications services based on an aggregate of27,239,757 customers as on August 31, 2006, consisting of 25,648,686 GSM mobile and 1,591,071 broadband & telephone customers.

 PAN INDIA FOOTPRINT- Airtel offers the most expansive roaming network. Letting you roam anywhere in India with its Pan-India presence, and trot across the globe with International Roaming spread in over 240 networks. 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 94 cities.

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WEAKNESS
 PRICE COMPETITION FROM BSNL & MTNL - AIRTEL is tough competition from the operators like BSNL, VODAFONE and MTNL as these operators are offering services at a low rate.

 UNTAPPED RURAL MARKET- Although Airtel have strong Presence throughout the country but still they are far away from the Indian rural part and generally this part is covered by BSNL so indirectly Airtel is loosing revenue from the rural sector.

OPPORTUNITIES
 THE FAST EXTENDING IPLC MARKET- An IPLC (international private leased circuit) is a point-to-point private line used by an organization to communicate between offices that are geographically dispersedthroughout the world. An IPLC can be used for Internet access, business data exchange, video conferencing, and any other form of telecommunication. Airtel Enterprise Services and SingTel jointly provide IPLCs on the Network i2i. The Landing Station in Singapore is managed by SingTel and by Airtel in Chennai (India). Each Landing Station has Power Feeding Equipment, Submarine Line Terminating Equipment and SDH system to power the cable, add wavelengths and convert the STM-64 output to STM-1 data streams respectively.

 LATEST TECHNOLOGY AND LOW COST ADVANTAGE- The costs of introducing cellular services for Airtel are marginal in nature, as it needs only to augment its cellular switch/equipment capacity and increase the number of base

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stations. The number of cities, towns and villages it has covered already works to its advantage as putting more base stations for cellular coverage in these areas comes with negligible marginal cost. Besides such cost advantages, it has also other cost advantages for the latest cellular technology. As a late entrant into the cellular market, it has dual advantage of latest technology with modern features, unlike other private cellular operators who started their service more than 4-5 years back and low capital cost due to advantages of large scale buying of cellular switch/equipment.

 HUGE MARKET- The cellular telephony market is presently expanding at a phenomenal / whopping __ rate every year and there is still vast scope for Airtel to enter /expand in this market. Besides there is a vast rural segment where the cellular services have not made much headway and many customers are looking towards Airtel for providing the service to them. With its wide and extensive presence even in the remotest areas, Airtel poised to gain a big market share in this segment when it expands cellular services into the rural areas.

THREATS

COMPETITION FROM OTHER CELLULAR- It is time for BSNL to improve/expand its cellular services. Fierce and cut-throat competition is already in place with the markets ever abuzz with several tariff reductions and announcement of attractive packages, trying to grab most of the mind share of the king - the consumer, whose benefits are increasing with passing of everyday. If BSNL is not innovative and agile, its cellular service will be a flop. It needs to be proactive with attractive packaging, pricing and marketing policies lest its presence in the market be treated with disdain by the private cellular companies. The launch of WLL services by Reliance Infocomm has aggravated the situation. 32

CHAPTER-4

33

Analysis of data

Q.1)What Would Be Your First Priority For Using Cellular Service ?

Table No. 1.1 Particulars


Airetl Vodafone Bsnl Reliance Others totals

Respondents
35 25 20 15 05 100

Percentages
35 25 20 15 05 100

Source: field study

Fig 2.1
40
35

35 30
25

25
20

20 15 15 10 5 5 0
Airtel Vodafone Bsnl Reliance Others

Interpretation: Out of 100 respondents, 35% of respondents want to have airtel, 25% of respondents want to have Vodafone, 20% of respondents want to have bsnl, 15% of respondents want to have reliance and 5% of respondents prefer other services. 34

Q.2)How Do You C

To Know About Ai t l C llul

Servi e ?

Table No. 1.2


Parti ulars

Friends Advertisements Ot er Sources


Total

Source: field study

Fig 2.2
70

60

50
40 30

30
20

10

0


Interpretation: Out of 100 respondents, 30% came to know t rough friends, 60% came to know through advertisements and 10% came to know through other sources.

Respondents 30 60 10 100

Percentages 30 60 10 100

60

10

ve seme s

e s u ces

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Q.3)What Features Of Airtel Attracts You To Use Its Service?

Table No. 1.3


Particulars Respondents 35 20 35 10 100 Percentages 35 20 35 10 100

Advertisements Connectivity Schemes Goodwill


Total

Source: field study

Fig 2.3
40 35
35 30 25

35

20
20 15

10
10 5 0

Interpretation: Out of 100 respondents, 35% of customers are attracted by advertisements, 20% of customers are attracted by connectivity, 35% of customers are attracted by schemes and 10% of customers are attracted by goodwill.

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Advertise ents


Connectivity

Sche es

Goodwill

Q.4)Is Features Of Airtel Is Better Than Yours Previous Cellular Companys?

Table No. 1.4 Particulars


Yes No Cant Say

Total
Source: field study

Respondents 60 25 15 100

Percentages 60 25 15 100

Fig 2.4
70

60
60

50
40

30 20
10

25
15

0
  
Yes N a 't Say

Interpretation: Out of 100 respondents, 60% says yes, 25% says no and 15% were undecided.

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Q.5)How Many Airtel Users Are In Your Phone Book?

Table No. 1.5


Particulars 0-30% 30-70% 70-100% Total Respondents 25 60 15 100 Percentages 25 60 15 100

Source: field study

Fig 2.5
70
60 60

50 40
30

25

20 10
0

15

0-30%

30-70%

70-100%

Interpretation: Out of 100 respondents, 25% says in between 0-30%, 60% says in between 30-70% and 15% Says in between 70-100%.

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Q.6)Which Type Of Advertisements Are Mostly Like By You In Airtel ?

Table No. 1.6


Particulars Respondents 30 45 15 10 100 Percentages 30 45 15 10 100

Audio Visual Print Audio Online


Total

Source: field study

Fig 2.6
50 45
45

40 35 30
30

25
20

15 15
10

10
5

0
!     
i is al Pri t

Interpretation: Out of 100 respondents, 30% says audio visual, 40% says print media, 15% says audio and 10% says online.

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li e

Q.7)Do You Take Benefits Of Schemes Offered By Airtel ?

Table No. 1.7


Particulars Yes No Cant Say Total Respondents 55 20 25 100 Percentages 55 20 25 100

Source: field study

Fig 2.7
60 55

50

40

30 20 20

25

10

Interpretation: Out of 100 respondents, 55% says yes, 20% says no and 25% were undecided

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$ #

"

Yes

a t Say

Q.8)Did Airtel Ads. & Promotional Activities Attract You To Be Its User ?

Table No. 1.8


Particulars Yes No Cant Say Total Respondents 45 30 25 100 Percentages 45 30 25 100

Source: field study

Fig 2.8
50 45
45

40 35 30
30

25 25 20
15

10
5

0
' & %
Yes N a 't Say

Interpretation: Out of 100 respondents, 45% says yes, 30% says no and 25% were undecided.

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Q.9)Do You Find Airtel Expensive In Terms Of Service In Comparison With Other Competitive Companys ?

Table No. 1.9


Particulars Yes No Cant Say Total Respondents 32 43 25 100 Percentages 32 43 25 100

Source: field study

Fig 2.9
50
45

43

40 35
30 32

25 25 20
15

10
5

0
0 ) (
Yes N a t Say

Interpretation: Out of 100 respondents, 32% says yes, 43% says no and 25% were undecided.

42

Q.10)Do You Feel Airtel As An Established Brand ?

Table No. 1.10


Particulars Yes No Cant Say Total Respondents 48 20 32 100 Percentages 48 20 32 100

Source: field study

Fig 2.10
60 48

50

40

32
30 20

20

10

0
1

Yes

Can t Say

Interpretation: Out of 100 respondents, 48% says yes, 20% says no and 32% were undecided.

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Q.11)Which Service Is Liked By You Most In Airtel ?

Table No. 1.11


Particulars Respondents 10 30 25 35 100 Percentages 10 30 25 35 100

Airtel Missed You Service Ring Tones Hello Tunes Others


Total

Source: field study

Fig 2.11
40 35
35

30
30

25
25 20 15

10
10

5 0
98 75 4 74 76 54 3 2

irtel Misse Y Service

i gT

es

Hell T

es

t ers

Interpretation: Out of 100 respondents, 10% of respondents like airtel missed you service, 30% of respondents like ring tones, 25% of respondents like hello tunes and 35% prefer other services.

44

Q.12)Which Thing Airtel Should Improve ?

Table No. 1.12


Particulars Respondents 10 40 30 20 100 Percentages 10 40 25 20 100

Quality Availability Advertisements Others


Total

Source: field study

Fig 2.12
45
40

40
35

30
30

25
20

20
15

10 10 5
0

Interpretation: Out of 100 respondents, 10% says quality, 40% says availability, 30% says advertisements and 20% says others services.

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Q ality
@

Availability

Advertise ents

Others

CHAPTER-5

46

MAJOR FINDINGS
 Strategic Alliance:- 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 also has a strategic alliance with Vodafone. The investment made by Vodafone in Bharti is one of the largest single foreign investments made in the Indian telecom sector.The companys mobile network equipment partners include Ericsson and Nokia. In the case of the broadband and telephone services and enterprise services (carriers), equipment suppliers 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.

 Outsourcing The call center operations for the mobile services have been outsourced to IBM Daksh, Hinduja TMT, Teletech & Mphasis.

 Overseas Market. Airtel is looking for overseas market and already atarted operation in Nigeria and Seychelles.

 Competition Airtel is facing strong competion from BSNL and VODAFONE in spite of the fact they are far away from airtel technologically but these two have a inside reach in rural and urban area and have low tariff rates.

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 Brand Ambassador Airtel have strong brand ambassador, Sachin tendulcar, Shahrukh khan and A . R. rehman to promote there product and services.

 Leader in Telecom market Airtel is holding a position of Market Leader after BSNL by having 21 percent of the total market share.

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RECOMMENDATIONS
After the complete analysis of entire STUDY I put forward a set of recommendations which are a follows:

 PRICING :- Depending on the market conditions / competition from cellular Mobile service providers and also to suit local conditions, there should be flexible pricing mechanism (either at central or local level).

 IMPROVEMENT IN TECHNOLOGY:- Airtel should immediately shift to third generation switches by replacing its c-dot switches. This will improve the quality of service to desired level and provide simultaneous integration with the nationwide network. The special distribution of the transmission towers should be increased to avoid no signal pockets  ESTABLISHMENT OF DISTRIBUTION CHANNELS:- Airtel should establish widespread and conspicuous distribution to match that of the competitors. The distribution network shall make the product visible and available at convenient locations.

 UNTAPPED RURAL MARKET:- Large part of Indian rural market is still untapped therefore airtel is required to bring that area under mobility.

These recommendations generate multiple benefits for the company in following terms:y

This will definitely "increase the Revenue" for company in terms of "New Segment Generation" .

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This will give a "competitive advantage" to the company as no other service provider in the city targeting this segment. It is therefore benefits of being a pioneer in terms of "Targeting the segment" (if targeted and followed properly) & brand recognition.

 Customer This facility is of multiple benefits for a segment (customer) too:1. These people will get special plans with lower STD rates so this will save their mobile expenses. 2. They will come to know about different value added services(VAS)So that they can make better use of mobile service.

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SUGGESTIONS
After making a survey in Gorakhpur on Airtel, I have come to some conclusive suggestions, which are necessary for the company. Form my point of view to maintaion and improve the market share of Airtel, my main points or suggestions are:y

During the survey, the major problem faced by the user is the price of particular service. So as far as possible they should maintain their price level less as per market price.

Most of the customer of Gorakhpur dont know about the services provided by Airtel. So company should concentrate on this point and advertise so they attract customers.

There are some problem in prepaid recharge as many customer complained at the time of recharge there is network problem, so company should concentrate on this problem.

There are some problem in the range of Airtel in the rural area , so Airtel must concentrate on this if they want to grow their market in the rural area also.

Proper training should be given to salesman, retailers so that they can attract more and more customer.

Teach the employees to try to establish better relationship with retailers and distributors.

51

CONCLUSION

The conclusion which is generalize on the bases of data and on the bases of respondent response, that the Airtel has good reputation in the market. AIRTEL is a company whose purpose is to meet the refreshment need of people everywhere, to anticipate the aspiration of consumers and to respond creatively and competitively with branded products and services, which raises the quality of life.

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10 - Limitations

Limitations of the survey: Through the survey for this project has been carried out to reach meaningful conclusions and to provide with recommendations on the basis of the findings during the survey, but the survey suffers form certain drawbacks or limitations which can make the suggestions not fully acceptable.

Following can be considered as the drawbacks of the study


y y y y

The survey conducted was also limited by shortage of time. The sample selected for the survey may not represent the exact universe. During in such a sort period it was very difficult to cover all hierarchy in segment During the process of interview some of the respondent were suffering from Leniency or Constance effect, and a feeling why me attitude.

53

CHAPTER-6

54

BIBLIOGRAPHY
 News Papers:
y y y

The Times of India The Economic Times The Business Standards

 INTERNET:
y y

www.airtel.in www.airtelworld.com

 Books:
y y

Philip Kotlers Marketing Management. Wilkinson & Bhandarkars Methodology and Techniques of Social Research.

55

CHAPTER-7

56

ANNEXURE Name:___________________ ___________________________Age:_______ Designation:___________________________Contact No._______________ Address:

Q.1)What Would Be Your First Priority For Using Cellular Service ? A)Airtel C)Bsnl E)Others B)Vodafone D) Reliance

Q.2)How Do You Came To Know About Airtel Cellular Service ? A)Friends C)Other Sources B)Advertisements

Q.3)What Features Of Airtel Attracts You To Use Its Service? A)Advertisements C)Schemes B)Connectivity D)Goodwill

Q.4)Is Features Of Airtel Is Better Than Yours Previous Cellular Companys? A)Yes C)Cant Say B)No

Q.5)How Many Airtel Users Are In Your Phone Book? A)0-30% C)70-100% B)30-70%

Q.6)Which Type Of Advertisements Are Mostly Like By You In Airtel ? A)Audio Visual C)Audio B)Print D)Online

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Q.7)Do You Take Benefits Of Schemes Offered By Airtel ? A)Yes C)Cant Say B)No

Q.8)Did Airtel Ads. & Promotional Activities Attract You To Be Its User ? A)Yes C)Cant Say B)No

Q.9)Do You Find Airtel Expensive In Terms Of Service In Comparison With Other Competitive Companys ? A)Yes C)Cant Say B)No

Q.10)Do You Feel Airtel As An Established Brand ? A)Yes C)Cant Say B)No

Q.11)Which Service Is Liked By You Most In Airtel ? A)Airtel Missed You Service C)Hello Tunes B)Ring Tones D)Others

Q.12)Which Thing Airtel Should Improve ? A)Quality C)Advertisement B)Availability D)Others

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