DECLARATION BY THE RESEARCHER

I hereby declare that this project titled Marketing mix with special reference to Airtel cellular company submitted by me is based on actual work carried out by me under the guidance and supervision of Prof Any reference to work done by any other person or institution or any material obtained from other sources have been duly cited any referenced. It is further to state that this work is not submitted anywhere else for any examination.

CERTIFICATE FROM THE GUIDE

to Airtel cellular company under my guidance and supervision and submitted the project as laid down by University of Pune. The material that has been obtained from other sources is duly acknowledges in the project. It is further certified that the work of its part has not been submitted to any under University for examination under my supervision. I consider this work worthy for the award of the degree of Bachelor of Business Administration

Dated :

/ / 2010

ACKNOWLEDGEMENT
Any accomplishment requires the effect of many people and this work of mine is no different. I have been very lucky to have people at my side all during the project, whose support encouragement and positive criticism

made all the difference in making this project a grand success. I wish to thank a number of people for their contribution to the effort involved in carrying out this project. I would like to extend my college teacher for providing valuable mentoring and feedback on my progress made during the project. I would also like to pay special thanks to Prof. support and encouragement it would not have been possible for me to farewell. I would also thank to our college library for its reference books which proved to be of great help and I also want to thank my friends for their valuable help done in this project. I owe a debt of gratitude to all officers and staff of Airtel Customer relationship center who helped in completing this project successfully and who have given response to the study.

INTRODUCTION
Airtel is one of the Asias leading providers of telecommunication services with presence in all the 22 licensed jurisdictions (also known as Telecom Circles) in India, and in Srilanka. Airtel served an aggregate of 113,439,670 customers as of September 30, 2009; of whom 110,511,416 subscribe to our

GSM services and 2,928,254 use our Telemedia Services either for voice and/or broadband access delivered through DSL. Airtel is the largest wireless service provider in the country, based on the number of customers as of September 30, 2009. Airtel offer an integrated suite of telecom solutions to our enterprise customers, in addition to providing long distance connectivity both nationally and internationally. Airtel also offer DTH and IPTV Services. All these services are rendered under a unified brand Airtel. The company also deploys, owns and manages passive infrastructure pertaining to telecom operations under its subsidiary Bharti Infratel Limited. Bharti Infratel owns 42% of Indus Towers Limited. Bharti Infratel and Indus Towers are the two top providers of passive infrastructure services in India. Partners Network Equipment Telemedia & Long Distance Services Information Technology Network Equipment Call Centre Operations Equity Partner {Strategic} Nokia Siemens, Ericsson, Huawei Nokia Siemens, Wipro, Cisco, Alcatel Lucent, ECI, Tellabs IBM IBM Daksh, Hinduja TMT, Teleperformance, Mphasis, Firstsource & Aegis Singtel

Airtel comes to you from Bharti Airtel Limited, one of Asias leading integrated telecom services providers with operations in India, Sri Lanka and Bangladesh. Bharti Airtel since its inception, has been at the forefront of technology and has pioneered several innovations in the telecom sector. The company is structured into four strategic business units - Mobile, Telemedia, Enterprise and Digital TV. The mobile business offers services in India, Sri Lanka and Bangladesh. The Telemedia business provides broadband, IPTV and telephone services in 95 Indian cities. The Digital TV business provides Direct-to-Home TV services across India. The Enterprise business provides end-to-end telecom solutions to corporate customers and national and international long distance services to telcos. Mobile Services

Bharti Airtel offers GSM mobile services in all the 23-telecom circles of India and is the largest mobile service provider in the country, based on the number of customers. Now do more with your Airtel mobile. Express yourself and reach out to people in your own special way. Experience endless possibilities and explore new horizons only with Airtel. Life becomes much simpler with Airtel.

Organization Structure
As an outcome of a restructuring exercise conducted within the company; a new integrated organizational structure has emerged; with realigned roles, responsibilities and reporting relationships of Bhartis key team players. With effect from March 01, 2006, this unified management structure of 'One Airtel' will enable continued improvement in the delivery of the Groups strategic vision.

Bharti Airtel - Organization Structure

SELECTION OF TOPIC
The reason to select this topic for research is to study the marketing mix with special reference to Airtel cellular company. Today in this sector there are many players like Airtel , Airtel , Reliance , TATA, But in early days their were only 2 to 3 companies in this communication sector .Airtel and Reliance .

Because of this day to day competition the companies have to perform the best they have to give their 100% output in respect to stand still in the market this topic of mine has covered all aspects of marketing mix, this topic of mine shows the work or shows the effort done by Airtel in the marketing sector all aspects of study are given in this project . This project about marketing mix considers the following elements of marketing mix Product mix Price mix Promotion mix Distribution mix Airtel cellular company is one of the leading company in the market which provides telecommunication services to customers with aggregate 10 corer satisfied customers . Airtel has been rated among 10 best performing company in the world in the business week IT 100 list.

OBJECTIVES OF STUDY

To study marketing mix policy of Airtel cellular < Nasik>.

To study promotional policies of it.

To study various services provided by it.

To study the distribution sector of Airtel.

To study the various Value added services provided by it. To study products prices according to their services.

Scope of Study

This project gives a vast scope to study the various marketing mix strategy ofAirtelCellular.

In which we study product, price, promotion and distribution of theAirtelCellular Ltd. It also enables us to know which product ofAirtelare in market and which product have greater demand in market. What are prices of product? What are promotional activities i.e. advertising, publicity, (month) stalls etc. It also enables, us to study the distribution sector of Airtel. In this way all aspects relating to marketing mix are studied.

Limitations of Study The limitations of the study is the we cant study the whole network Of the India but we only study the Nasik Dist. We cant study all dept of the company but we study only about the single marketing dept in the Nasik region.

As project is only about mobile services of Airtel marketing mix other services like Broad band, telephone, wireless internet, is not included it. This project is only limited to Nasik Dist, all the Other dist study is not included in it as we have submit project in time and at given data.

INDEX
Chapter 1 Subject Research Methodology 1.1 Selection of Topic 1.2 Objective of the Study 1.3 Scope of the Study 2 1.4 Limitation of the study 2.1 Organization Profile.

2.2 Organization structure Data Interpretation and Analysis 3.1 Product Mix 3.2 Price Mix 3.3 Distribution Mix 3.4 Promotion Mix 4.1 Finding 4.2 Suggestions 4.3 Conclusion 4.4 Bibliography 4.5 Questionnaire

Marketing mix

Marketing mix is the term coined by nell borden and is used to describe the combination of fair inputs which constitute the core of a companys marketing system. The concepts of marketing mix according to borden consists of: <i> A list of important elements or ingredients that make up the marketing programmes; <ii> A list of the forces that bear on the marketing operation of a firm and to which the marketing manager must adjust in his search for a programme that can be successful.

The policies adopted by manufactures to attain success in the market constitute the marketing mix . the product itself (i.e the benefits to the customer ) is offered by marketing mix. It should be emphasized that marketing mix must be considerd on the basis of the other marketing decisions. The marketing mix will naturally change according to changing marketing conditions and also with changing environmental factors affecting each market. It is of course, based on market research and information. It must be fully related to customers demand and other environmental forces. The best marketing mix is the blending of four inputs which form the case of the marketing system of business.

Marketing mix with Airtel

The marketing mix Airtel looks to have a good marketing mix. This is a mix of the right product to buy in the right place at the right price and with good promotion.

The right product. This means giving customers the features and benefits they want. Airtel gives buyers features such as mobile services games, pictures, ring tones, information services, bills and even video. The right place. Airtel operates over 300 stores and also sells through other outlets. It has expert staff in the stores to help buyers. The right price. Airtel offers a number of price plans to suit all of its target groups. It also gives NECTAR reward points for every 1 spent.

Good promotion. This is divided into two parts: o Above the line this is advertising in a number of different ways such as TV and posters. o Below the line this includes less obvious advertising such as in-store displays and the way stores are branded. News about products and Airtels is also sent to the press.

Airtel has an image that it wants its customers to connect with. This is an image of being creative, exciting, up to date and full of new Airtels. It also wants to appeal to as wide a market as it can. David Beckham has this image. He is seen as not just a football player, but also as a family man. He is also seen as a fashion icon who appeals to women. This makes him a perfect choice for the brand. The Beckham TV campaign shows him doing everyday things as well as demonstrating what the Airtel live! service can do. Market research Market research is not only used to find out what customers want. It is also used to see if things like TV campaigns have been a success. It was found that people recalled the adverts and so the brand had become better known.

Brand migration The brand is so strong that Airtel uses it when it takes over other businesses. In Japan, the J-Phone company was initially re-branded as J-Phone Airtel before moving to the single Airtel brand last year. This is called brand migration

Product Mix

Product According to Sir Philip Kotler, a product is anything that can be offered to a market for attention, acquisition, use or consumption. A product might satisfy a want or a need and includes physical objects, services, persons, organizations, Airtels and places. Customers are not purchasing goods or services but are in fact buying specific benefits and values in the form of an offer to meet their particular needs. As we see from the above definition goods and services are two sub-categories that describe two different two different types of product.

Product mix Product is a bundle of utilities and features that give satisfaction to the consumer. It has following components. 1. Product range 2. After-sales Service 3. Brand and package Product planning comprises of policies and procedures relating to : Product lines to be offered and also services. Marketing to sell them where, when and in what quantity. New product policy, research and development programmes. Selection of trade marks.

Product Mix with Airtel

Airtel provides product with many different features provides customers with opportunities to chat, play games, send and receive pictures, change ring tones, receive information about travel and sporting events, obtain billing information - and soon view video clips and send video messages. Airtel live! provides on-the-move information services

Services Mobile services

1. Post paid 2. Pre paid 3. Roaming 4. value added services

Post- paid Services

Airtel offers us a range of tariff plans to choose from to allow us the advantage of staying connected at fantastic rates, while on the move. Airtel Postpaid allows you to choose from a variety of affordable talk plans, convenient payment options and host of rich features. So get set to enjoy a world of limitless possibilities! If you are looking for some great tariffs, we are sure to have one to suit your needs. To find out the Airtel postpaid tariffs in your city, please select your location from the drop-down above.

Features
o

Easy Billing

Enjoy a host of rich features only with Airtel e-bill. Register free on My Airtel section and view your monthly bill with call details for last three months. Sort your calls between personal and official or analyze your usage, at the click of a button. To change your tariff plan call our IVR at 121 and leave a request, you can also send in your requests through email 121@airtelindia.com, log your request on My Airtel section of the website or SMS the change to 121.
o

Easy Payment Options. Anytime Anywhere

You can choose from a host of convenient payment options only with Airtel. Walk into any Airtel relationship centre and make your payments by cash or credit card. Drop a cheque at any of the drop boxes for making payments or simply log on to My Airtel section and pay instantly through your credit card. You can also opt for easy payment options like:Standing InstructionsYou can give us standing instructions to debit your credit card account for your monthly Airtel bills. All you have to do is fill the Standing Instruction Form and mail, fax it to us or drop it any of our relationship centres.Electronic Clearing SystemFill an ECS form and mail, fax it to us or drop it any of our relationship centres to directly debit your bank account for your monthly Airtel bill.Pay while roamingAirtel has introduced 'Anywhere payment' that offers you the convenience of making payments while you roam. Walk in to any Airtel Relationship Centre in the country, make payments by cash or credit card and enjoy uninterrupted Airtel Services.
o

Credit limit

Your pre-set credit limit mentioned on your monthly bill helps you keep your mobile charges in control, keeps track of your usage and ensures that your mobile phone is not misused. Should you exceed your credit limit, you will be informed via a voice or a non-voice message to make an interim payment and reduce your account balance below your credit limit. You may also choose to pay us an additional refundable deposit to

enhance your credit limit or opt for our convenient payment method of Credit Card Standing instruction .You can also make use of ECS facility.
o

Strong Network Coverage

Enjoy complete clarity when calling with Airtel .It offers you world class technology and unbreakable network coverage that spans over 23 circles across the country.
o

Long Distance Calling Facility

Call long distance calls in India and Overseas with STD / ISD facility on your Airtel phone.
o

Widest Roaming - National and International

Airtel's roaming service allows you to stay connected and use your mobile phone to make or receive calls from almost anywhere in India and also over 160 countries, abroad.

GPRS Roaming

Use Airtel Postpaid's GPRS services, while roaming, to access the internet and office mails (eg. BlackBerry services), from almost anywhere in India and abroad.
o

Say it. In more than just words, with Services from Airtel

Airtel brings you a wide range of Services that will change the way you communicate. Try them and discover a whole new world of fun and excitement.Call management Services Call waiting, call hold, call divert and Caller Line Identification Presentation, help you do more with your Airtel Postpaid connection! Conference callYou can hold a teleconference with 5 people simultaneously with Call Conferencing

service from Airtel. In fact, you can set up a conference even when the other five are using a landline phone. To know more, call customer service at 121.Missed call alertA missed call alert is a SMS that you will receive for all the calls that you missed. The SMS will detail the CLI and the time when the call was made. To activate, dial *135*2# then press the call button and wait for the request to be completed.Voice MailWhen your handset is switched off, or youre too busy to answer the phone, Airtel Voicemail will answer your calls and record a message. The best part is that there's no extra monthly cost for setting up Voicemail - you just pay for the phone call when you use the service.SMS (Short Messaging Service)Send messages quickly and easily, using text, if it's too noisy to talk or you don't have much time. It's the way to Share those interesting one-liners, important reminders and rib-tickling jokes, with anyone, anytime, anywhere in the world.Subscription AlertsGet regular alerts on news, jokes, business, health and films on your Airtel mobile phone with Subscription Services. SMS <SUB NEWS> for News, <SUB JOKE> for Jokes, <SUB BIZ> for Business News, <SUB SPO> for Sports Alerts & <SUB VAASTU> for Vaastu tips to 3333.MMS (Multimedia Messaging Service): Jazz up your messages with pictures, images and video clippings, with MMS from Airtel! To activate MMS on your phone, SMS 'MMS' to 56465 and save service settings. Airtel Live!Make your mobile the most happening entertainment destination with Airtel Live! Airtel brings you the latest in entertainment and information services, right on your phone!Airtel Live! WAP Services: Download the latest ringtones, games, wallpapers, videos and much more. You can also get news clips, watch live TV and download full songs on you phone! To get Airtel Live! settings on your phone SMS 'Live' to 56465 and save the settings that you receive as your preferred connection. Airtel Live! Portal can be accessed from you GPRS enabled phone, by sending a SMS 'FUN' to 56465.Airtel Live! Voice Services: Just Dial 56465 and say the name of the service. For e.g. say Ring tones to download your favourite ring tones. You can also choose a variety of content options like Live Cricket Commentary, latest National / International News, Movie Reviews or Stock Market Updates. Airtel Live! SIM Services: Access loads of fun content and exciting services like cricket, stocks, on your phone at the touch of a few buttons with Airtel Live! SIM based Services on your SIM card menu. To download new services on your Airtel SIM, choose the "What's new" option under the "Airtel services" menu. Airtel Live! SMS

Services: You can enjoy a host of services by sending a keyword as an SMS to 56465 ! Choose Astrology / Horoscope, Cricket, Bollywood / Hollywood / Indi Pop Ring tones. In case you need assistance SMS Help to 56465. GPRS (General Packet Radio Services)Log on to the internet, with GPRS that allows data transmission at a higher speed. Access e-mails and internet across Airtel's pan-India presence using 'Mobile Office' with your phone or a phone and laptop both.Get the EDGEBrowse the internet on your mobile phone with Airtel's EDGE services. Enjoy live TV, enhanced WAP experience and Airtel Data Cards on our high speed network.Hello Tunes Tired of that boring old tring tring on your phone? Now when a friend calls, make them groove to the hottest new tracks burning up the music charts with Hello Tunes from Airtel! Choose from a library of over 80000 songs from more than 16 languages. Whats more, copy any Hello tune you like by simply pressing * on your phone when the Hello Tune is playing on your friends phone.
o

Reach us, Anytime Anywhere

In case you need assistance, dial '121' - our number, accessible from anywhere in the country, even while roaming. You can also send us an SMS to 121 or mail us at 121@airtelindia.com *In case of email, mention your mobile no. like 9810012345 in the subject of the mail for a quicker response.
o

Best Value Plan

We also offer ?Best Value Plan' to our customers; get in touch with our customer support to know yours.

Prepaid Services
Convenient, affordable, and easily available Airtel prepaid offers you the best rates and coverage on the islands along with a wide variety of value added services and 24- our customer care. Enter the world of limitless possibilities with Airtel Prepaid. The service that helps you give, words to every feeling, an expression to every emotion. Features Here are some of the many advantages that New Airtel Prepaid brings you.Total Cost Control Pre activated STD/ISD without deposits or rentals Strong Network coverage Instant Balance and Validity Enquiry Recharge your Airtel Prepaid Prepaid Roaming

More with Airtel Prepaid Reach us Anytime Anywhere Total Cost Control You can control your Airtel Prepaid like never before. No more rentals or deposits simply recharge as much as you need to from as low as Rs. 10, to as high as Rs. 10,000/-.

Pre activated STD/ISD without deposits or rentals You can now enjoy a pre-activated STD/ISD on your Airtel Prepaid. No more paying deposits or having a minimum balance in your account to make an STD/ISD call. Hassle-free calls are here to stay! Click here for more information on STD/ISD rates in your circle new. Strong Network Coverage Enjoy complete clarity when calling with Airtels world-class technology and unbreakable network coverage that spans over 23 circles across the country.

Instant Balance and Validity Enquiry Your account balance is updated on the screen of your handset at the end of each chargeable call. You can also call 123 from your mobile phone and listen to the voice announcement or simply dial *123#, press 'OK' or 'YES' button and your account balance will be displayed on the screen of your handset.

Recharge your Airtel Prepaid Recharging is Easy. The calling value on your card keeps reducing as you make calls or use any other chargeable service. Choose the Airtel Prepaid Recharge Coupon thats right for you, from a variety of tailor made recharge coupons with different denominations, which are available at a number of outlets across your city. Simply follow the procedure mentioned below, to recharge your phone.

Gently scratch the silver panel on the reverse of the recharge card for a 16-digit number. Call '123' and choose your preferred language. Follow the voice announcement and enter the 16-digit recharge number, when requested. Your prepaid account will be automatically recharged by the calling value amount and validity of your coupon. Click here to find the Airtel Recharge Coupon Options that suits your requirement. More Recharge options: Flexible recharge voucher This unique recharge voucher gives you the option to choose between validity or talktime, as per your need. Easy Recharge Recharge your Airtel Prepaid Card electronically with value that suits your needs, starting from Rs. 10 till Rs. 10,000. You can also recharge your Airtel Prepaid while roaming anywhere in the country. Click here for Airtel Easy Charge options. 24-hour Recharge via ATM Recharge your Airtel Prepaid round-the-clock at your nearest ATM. Just walk up to your nearest ATM, insert the ATM card and enter your ATM PIN number. Select 'Mobile Recharge / Bill Pay' from the main menu and follow the prompts to recharge your prepaid. This recharge option is available with all leading banks. Internet Recharge You may log on to the Internet banking website of your bank and select the prepaid recharge option to recharge your Airtel prepaid. Many leading banks provide Internet based recharging.
The following recharge denominations are available nationally for recharge through Bank website or ATM.

Price mix

Of all the aspects of the marketing mix, price is the one, which creates sales revenue - all the others are costs. The price of an item is clearly an important determinant of the value of sales made. In theory, price is really determined by the discovery of what customers perceive is the value of the item on sale. Researching consumers' opinions about pricing is important as it indicates how they value what they are looking for as well as what they want to pay. An organization's pricing policy will vary according to time and circumstances. Crudely speaking, the value of water in the Lake District will be considerably different from the value of water in the desert.

Price mix

Price is the valuation placed upon the product by the marketer. It has to cover pricing, discounts, allowances and terms of credit. This includes the pricing policies and procedures relating to Price level to adopt specific prices, Price policy, e.g. one price or varying price, Price maintenance, use of less price, etc. and Margins to adopt for company and for trade.

Airtel wants to make its services accessible to as many people as possible: from the young, through apprentices and high powered business executives, to the more mature users. It offers various pricing structures to suit different customer groups. Monthly price plans are available as well as prepay options. Phone users can top up their phone on line. Airtel gives NECTAR reward points for every 1 spent on calls, text messages, picture messages and ring tones.

Price mix with Airtel

Prices for Post paid

ONE TIME CHARGES Activation Charges Membership Fee Security Deposit MONTHLY CHARGES (FIXED) (Rs.) Bill Plan Charge CALL CHARGES CLIP

0 0 Rs 300* Monthly Rental Rs 150 0 Airtel GSM/CDMA Landline

Local Rates STD RATES STD Rates

0.50 1.50

0.50 1.50 1.50

1.00

SMS Local CDMA National International

0.50 0.50 1.50 5.00 Rs 3 & 5 as per service availed

DESCRIPTION Benefits: Call to 1 Existing Airtel No @ 0.10. Optional Packs: (1) STD calling Pack - Monthly rental: Rs. 35 All STD calls @ Re. 1/ min. (2) GPRS Pack - Monthly Rental: Rs.599 with 600MB Free ,20p for 50KB. (3) STD calling Pack - Monthly rental: Rs. 49 All STD calls @ Re. 75 p/ min (4) SMS Pack - Monthly rental: Rs. 35 - 350 Local SMS Free (Validity 30days) *(Rs 300 security deposit refundable on disconnection). *Blackout Days for Year 2010 when sms discount will not be applicable. 1-January-2010-New Year. 1st-August-2010-Friendship Day. 17-Oct-2010-Dussera. 5-Nov-2010-Diwali Festival. 31-Dec-10-New Year Evening. *On Blackout Days sms charges will be as per the base rate. ESTIMATED BILL - ADD ON (Airtel/MH/GSM/12)

Mins. Of Use>>> 100 A. Fixed Monthly Charges Monthly Rental 150 Monthly Commitment 0 Clip Charges 0 B. Variable Charges Airtime Total (Fixed + Variable) Service Tax @ 10.3% Estimated Monthly Bill

200 150 0 0

300 150 0 0

400 150 0 0

500 150 0 0

1000 150 0 0

81.0 231.0 23.79 254.79

162.0 312.0 32.14 344.14

243.0 393.0 40.48 433.48

324.0 474.0 48.82 522.82

405.0 555.0 57.16 612.16

810.0 960.0 98.88 1058.88

Prices for Pre - Paid

Tariffs Plans
ONE TIME CHARGES Pulse Rate Price of Pack (Rs.) Free Airtime on Pack (Rs.) Incoming Calls (Rs.) CALL CHARGES

60 secs 99 0 Free in Home Network

Airtel Local Rates 1

GSM/CDMA 1 Rs 1.50 per min

Landline 1 Rs 1.50 per min

STD Rates Rs 1.50 per min

 SMS Local National International OTHER DETAILS

Re 1 per 160 characters Rs 1.5 Rs 5 per 160 characters

Services to SIM Card will be discontinued if there is no usage i.e. no voice calls (incoming or outgoing), SMS and data for any continuous period of 90 days. No refunds will be given for any unused talktime balance and validity on the card. You will also not be able to use this number post disconnection.(Lifetime customers would not be part of this T&C.) Special 5 Features: Airtel Presents Special 5. Now existing and new prepaid customers can call local Airtel @20p and STD@50p on any combination of STD and local special 5 numbers.Daily rental 50p/number/day.Number addition/change charges Rs5/number. Tollfree IVR to manage Special 5 is 12141. If using Friendz1 call to 12141 IVR & will be charged as per the new Tariff for all numbers added through the IVR. The key product features : Special rates for special people Choice of 5 Airtel numbers - local or STD (All five can be either STD or local or a combination) Local @ 20 ps /min & STD @ 50 ps /min . (A never before price proposition on STD ) Daily rental per number chosen ( 50 ps /day) Number change @ Rs.5/number Register the number on IVR - 12141. Blackout Days for Year 2010 when sms discount will not be applicable. 1-January-2010-New Year. 1st-August-2010-Friendship Day. 17-Oct-2010-Dussera. 5-Nov-2010-Diwali Festival. 31-Dec-10-New Year Evening.*On Blackout Days sms charges will be as per the base rate.

Voucher Rates

 Recharge Coupon Options

MSC Calling Processing Service Validity Grace Period (Rs) Value (Rs) Fee (Rs) tax (Rs) (days) (days) 10 30 40 60 75 120 160 200 260 350 360 460 500 7.06 25.19 34.26 52.39 65.99 106.79 145.06 (Top Up) 88 235.72 (Top Up) 250 326.38 (Top Up) 417.04 (Top Ups) 500 (Bada Top UPPer second Pulse) 595 (Bada Top UPPer second Pulse) 795 (Bada Top UPPer second Pulse) 2 2.00 2.00 2.00 2.00 2.00 0 90 0 61.5 0 0 0 0.93 2.80 3.74 5.60 7.00 11.21 14.94 22 24.28 38.5 33.62 42.96 46.70 0 0 0 0 0 0 0 30 0 30 0 0 0 90 90 90 90 0 90 0 90 0 90 0 0 0

Approximate Minutes Of Usage 6.40 22.70 31.20 47.20 59.40 96.10 0 64 0 182 0 0 0

595

55.60

795

74.20

Easy Recharge

Denomination TalkTime (Range) Range Value (Rs) 0 *(Local calls@0.40 8 & STD@0.50) 10 7.06 15 (Local+STD 11 Minutes) 12 8.88 0 (Night Pack -Local 13 A2A Rs 1/20 mins) 0 ( Rs 15 STD mins 15 in D/A a/c) *0 (Night Pack 16 -Local A2A 1paise for 5 sec) 2000 Voice sms 20 (Voice sms Pack) 0 (Night Pack -Local 23 A2A Rs 1/20 mins) 0 (*5000 Free local 24 sms) 0 (*Local calls@0.40 26 & STD@0.50) 27 24.50 0 (300 night Mins of 28 local A2A) 30 25.19 0 ( All local & std 31 call @ Re.1) 0 (All local & std call 32 @ 1/paise/sec) 40 34.26 41 37.17 38.98 (For lifetime 43 validity recharge with Rs 41) 0 ( All local calls 45 0.50 & Std@Re 1.50) 47 52 60 64 0 ( 75min STD TT) 0 52.39 0 (A2A Local & STD

Processing Fee(Rs) 7.25 2.00 9.97 2 11.79 13.60 14.51 18.13 20.85 21.76 23.57 0 25.39 2.00 28.08 29.01 2.00 0 0 40.80 42.61 47.14 2.00 58.02

Service tax(Rs) 0.75 0.93 1.03 1.12 1.21 1.40 1.49 1.87 2.15 2.24 2.43 2.52 2.61 2.80 2.92 2.99 3.74 3.83 4.02 4.20

Validity (days) 30 Days 0 (Top Up) 1 Day 0 3 (300 sms Free) 0 Days 30(Night Hr11pm6am) 30 Days 30 (Night 11pm-6am) 10 Days 365 180 Days 30 Days (Night Pack) 0 (Top Up) 365 Days (STD SVV) 365(loc/Nat sms0.50) 0 (Top Up) Lifetime 365 (Per second)

1 Year (Local SVV) 0 (DA a/c 15 4.39 Days) 365 (New 4.86 Card Offer) 5.60 0 (Top Up) 5.98 (Other 1 Year

1 ps/sec) 66 67 69 75 90 97 99 100 110 111 116 120 147 150 160 170 195 196 200 205 225 241 251 255 0 *(Local calls@0.40 & STD@0.50) 0 (*15000 Free local sms) 0 (A2A Local & STD 1 ps/sec New Card) 66.00 0 ( DA a/c 60 local+std min+60 local/STD sms) 8.00 0 (Offer for Airtel One/ Nokia 2 year) 150 ( Dedicated A/c) 97.73 0 ( Rs 200 Local A2ATT in Dedicated A/c) 74.00 *( local calls 40p/min & Std@50p) 106.79 200 Minutes (200 local+std sms free ) 135.99 145.06 (Top Up) 0 (300 Mins STD TT in DA A/C) 176.80 100.00 88.00 150 (250 Night TT in DD A/c) 200.25 main a/c+24.75 for local A2A 124.00 200 (74 sms free) 59.84 60.74 62.56 2.00 81.60 79.94 89.76 90.66 2 100.63 31.17 2.00 133 0 0 154.12 0 77.70 93.32 185.86 3.74 94.50 27.56

Local/STD 1.2 ps/sec) 6.16 6.26 365 Days 30 Days

6.44 (Other 365 (New Local/STD 1.2 Card Offer) ps/sec) 7.00 0 (Top Up) 8.40 9.06 9.24 9.34 10.27 10.37 10.83 11.21 14.00 14.01 14.94 15.87 18.21 18.30 18.68 19.14 21.01 22.50 23.44 23.81 60 Days 30 Days Lifetime 0 365 Days 15 Days Airtel TT 365 (New Card Offer) 0 (Top Up) 20 0 0 0 ( DA 15 Days) 0 Lifetime 30 Days 0 0 89 Days 0 Days (Combo SVV) 0 (DA A/C 30 days)

0 (400 Local A_A 231.19 (100 mins (11pm-6am) Local / National

260 295 325 341 360 395 441 460 495 500 525 595 725 786 795 925 1500

235.72 (Top Up) 295 325 +250 A2A local Night Mins DA a/c (11pm to 6am) 128.00 326.38 (Top Up) 395 141.00 417.04 (Top Up) 250 500 (Bada Top Up Per sec Pulse) 525+525 A2A Local Night Mins DA a/c (11pm to 6am) 595 (Bada Top Up Per sec Pulse) 645.25 main a/c+79.75 for local A2A 786 (Gulf countries Rs3.5/30 secs) 795 (Bada Top Up Per sec Pulse) 823.25 main a/c+101.75 for local A2A 1500

SMS) 0 0 -30.35 181.16 0 0 258.82 0 198.78 0 -49.03 0 12.10 0 0 15.40 0

24.28 27.55 30.35 31.84 33.62 36.89 41.18 42.96 46.22 46.70 49.03 55.56 67.70 73.40 74.24 86.38 140.10

0 0 (Offer Frm 10Sep) 30 (A2A Night Mins) 210 Days 0 0-Offer Starts 10Sep 300 Days 0 LifeTime 0 Days 30 (A2A Night Mins) 0 0 0 0 0 0 (BTU)

Promotion mix
Promotion is one of the key element of the marketing mix which is used for the purpose of encouraging sales and conveying to the customer the positioning of the service. Promotion helps to create awareness among the customers and enables them to exercise their right to choose the service provider. Promotion includes the following elements i.e Advertising, sales promotion, public relation, personnel selling and mailing offers. A service firm can select any any above element or a combination of them depending on which will be the most effective in creating a favorable response from the target audience

Promotion is the persuasive communication about the product by the

marketer to the prospective buyer. It covers (a) personal selling, (b) Advertising and sales promotion, publicity and the policies and procedures. These elements of marketing mix are equal, interdependent and essential. The , marketing mix acts on the integrated marketing strategy and the four elements together constitutes the marketing strategy.

The main aim of all marketing activities is profitability. Therefore, the marketing manager devise such a marketing mix that will give the optimum profit for the product he has to market. He should keep in mind The relevant marketing forces so that the result would bring in adequate profits.

Promotion mix with Airtel

Airtel uses following elements for promotions

Advertising Advertising on TV, on billboards, in magazines and in other media outlets reaches large audiences and spreads the brand image and the message very effectively. This is known as above the line promotion.

Advertising on radio also effects a lot of public to attract towards the product and it hampers the customer to listen it more times. Advertising through hoardings and boards on streets all so ensures the promotion of Airtel Advertising in news paper is used by Airtel to cover more & more area and to promote their services.

Sales promotions

Airtel uses Sales promotions in order to reach more and more audience. These offer customers incentives to encourage them to buy goods and services. In B2C markets, typical sales promotions include:

BOGOF (buy one, get one free) offers price discounts (10% off this week) giveaways competitions to win holidays or cash prizes

In most B2B markets, however, these offers would not be relevant to the people who make the purchase decisions. Airtel customers are making large investments. They require unique products to suit a one-off purpose. Airtel offers solution and value-based benefits, like adding in air conditioning to a building.
Direct mail

Airtel also uses direct mail . This enables a business to target existing and potential customers with its sales messages. Airtel uses this method of promotion extensively, sending out leaflets and brochures to maintain brand awareness. This means the company remains in its customers minds the next time they need to make a purchase. Direct mailing is a productive way of promoting to existing customers for several reasons.

Airtel already has the names of contacts in existing customer businesses. In addition, it can easily access the names of people from other parts of these businesses who have expressed interest in Airtel products, such as people who have signed up for its newsletter. The company can measure the response rate from a direct mail campaign and can follow up enquiries

Public relations

Airtel used this to enhance the image of a company. It involves communication with groups outside the company, such as customers, shareholders, government and the public. This can take different forms.

Product launches businesses invite the press to the launch of new products. This may lead to free, and hopefully favourable, publicity. Sponsorship large companies provide finance for events such as Formula One or the Olympics in return for the right to promote their brand names during the event. Charitable donations businesses may participate in fundraising events like Comic Relief or Children in Need. This provides an opportunity to put the company name in front of very large television audiences. Press releases companies issue short news stories about their operations, which may then appear in television reports or newspaper articles. Portakabin has issued press releases announcing that it has helped create nursery accommodation at a hospital in Salford, provided a building for an incubator unit at the famous Papworth hospital in Cambridgeshire and supplied a new teaching block at York St John College in Yorkshire. These are commercial sales, but they are also good public relations stories that attract newspaper interest. acting as free advertising and product endorsement.

Distribution mix

Distribution is the delivery of the product to consumer and his right to consume it. It includes channels of distribution , policies and procedures, policies and procedures relating to :

Channels used between stores and consumers, Degree of selectivity among wholesalers and retailers, Efforts to gain co-operative of trade, Transportation

Distribution Mix with AIRTEL

Airtel India operates over 300 of its own stores.

It also sells through independent retailers e.g. Car phone Warehouse. Customers are able to see and handle products they are considering buying. People are on hand to ensure customers needs are matched with the right product and to explain the different options available.

Airtels products and services are available directly, via Airtel stores and country specific Airtel websites, and indirectly via third party service providers, independent dealers, distributors and retailers, to both consumer and business customers in the majority of markets under the Airtel brand. Airtel endeavours to ensure that customer needs are at the centre of all of the Groups actions. The Group seeks to use its understanding to deliver

relevance and value to each customer and communicate to them on an individual, household, community or business level, with the ultimate aim of encouraging customers to stay with Airtel for longer and use and promote the Groups services more. For this reason, the Group has created a Global Customer Value Management team to support operating companies with their aim to engage with customers directly through a data driven approach, linking all the elements of customer interactions to deliver exceptional service and consistency in the Groups approach while financially optimising decisions made via a branded customer experience across all touchpoints. Recent examples of this include: rollout of a consistent and innovative store design to eight countries, successful trial of an innovative handset based self service solution and creation of a global training academy for customer facing staff. Airtels customer knowledge driven organisation aims to make the most of its deep customer understanding by approaching customers with the most appropriate product through a channel they enjoy at a time that is best for them. This approach firmly places Airtel as an organisation that listens to customers, delivers value and enhances their experience. Airtel continues to use a customer measurement system called customer delight to monitor and drive customer satisfaction in the Groups controlled markets at a local and global level. This is a proprietary diagnostic system, which tracks customer satisfaction across all points of interaction with Airtel and identifies the drivers of customer delight and their relative impact. This information is used to identify any areas for improvement and focus.

In the BrandZ most powerful brands ranking. Ranked 11th globally. Airtel has continued to focus on delivering a superior, consistent and differentiated customer experience through its brand and communications activities. A new Marketing Framework has been developed and implemented across the business, which includes a new vision of expanding the Groups category from mobile only to total communications to be the communications leader in an increasingly connected world. Brand and customer experience continues to implement Airtels promise of helping customers make the most of their time. The brand function has also developed a methodology to develop competitive local market brand positioning, with local brand positioning projects now implemented in 12 markets. To enable the consistent use of the Airtel brand, a set of guidelines has been developed in areas such as advertising, retail, online and merchandising, all including detail on how to make the brand work across every touchpoint. Since June 2006, eight markets have implemented the global retail design. For the 2008 financial year, Airtel brand preference among its own users reached 81.9%, up 2.0 percentage points on the previous financial year, and a performance level that is 1.0 percentage point higher than its closest competitors. In addition, the brand consideration among non-users of the brand has increased in the 2008 financial year to 33.5%, 1.8 percentage points above its market share.

Direct distribution
Number of directly owned stores Airtel directly owns and manages over 1,150 stores. These stores sell services to new customers, renew or upgrade services for existing customers, and in many cases also provide customer support. A standard store format, which was tested in 2006, was rolled out in 11 markets during the 2008 financial year. The store footprint is constantly reviewed in response to market conditions which resulted in, for example, Airtel opening a further 90 stores in Spain and 21 stores in Romania during the year. Additionally, all stores in India were rebranded as Airtel and over 40 stores were refurbished to the Groups standard format. The Group also has 6,500 Airtel branded stores, which sell Airtel products and services exclusively, by way of franchise and exclusive dealer arrangements. The internet is a key channel to promote and sell Airtels products and services and to provide customers with an easy, user friendly and accessible way to manage their Airtel services and access support. As a result, a specific Group wide programme is currently being rolled out across all controlled markets, in order to ensure Airtel websites have state of the art online capabilities and provide the customer with an excellent and consistent online experience. Additionally, in most operating companies, sales forces are in place to sell directly to business customers and some consumer segments.

Indirect distribution
Number of branded stores
The extent of indirect distribution varies between markets but may include using third party service providers, independent dealers, distributors and retailers.The Group hosts MVNOs in a number of markets. These are operators who buy access to existing networks and resell that access to customers under a different brand name and proposition. Where appropriate, Airtel seeks to enter

Distribution Network

The common routes for brining the products to the market from the producer to the consumer are show below. DIRECT SALE Producer Direct Channel Indirect Channels Producer wholesaler (I Sale) Producer wholesaler consumer consumer Consumer

Central Market (I S) Producer Retailer consumer

Findings
While studying this project I found that some points of Airtel are positive & some are negative . there is no doubt that Airtel is one of the leading cellular company, but no one is perfect and so Airtel also. Following are positive points
1. Provides many services Airtel provides many services to their

customer like mobile services, DTH services, Broad band and Internet services, Data card, and USB modem, as compare to other cellular company.
2. Launching of new services & schemes Airtel launches many

new services & schemes form benefits of customers like night calling at lower rate, SMS pack , lower STD calling rates etc.
3. Best network coverage Airtel has a good network coverage

over all country and more cities connected to each other and also the network is more stronger for rural areas.
4. Good Distribution Channel Distribution channel of Airtel is

good as both direct and indirect channel are in work.

5. Airtel Charges fair price Airtel charges fair prices to their

customer for their services they provide . Airtel does a price control on the products and maintain their prices.
6. Use of latest technology Airtel uses high speed optic fiber

network technology which gives a better quality of voice to the customer.

Negative points
1. Lack in promotions Airtel lacks in promotion. Product is

good service provided is good but if promotion is not done well or not done in good manner then you are unable to reach to the customer. They should increase their promotional policies.
2. High calling rates for long distance Airtel ISD calling rates

are much higher than then the other companies.

3. Lack in online marketing Airtel lacks in online marketing

as compare to other companies.

Suggestions

Improve the promotion policy of company to gain more and more profits.

Reduce the ISD rates to give more affordable service to the customers. Increase the online purchasing of product & increase online marketing to give satisfaction to the customer. Launch more schemes relating to GPRS to capture more and more market and to reach more & more customer.

Increase in number of outlets for customer support & services . I suggest that Airtel should increase in tower so Airtel customer will get the benefits of full networks.

Airtel should increase Customer relationship center in more number in Nasik dist as they are less as compare to other companies.

Questionnaire

When was company Establish? What about company history? Which services are provided by it? What about network coverage of company? What is the policy of company in Marketing Mix? How company work in advertising department? How many retail outlet chains in Nasik district? What are achievements of company this year?

BIBLIOGRAPHY

The primary data- the primary data was collected by Airtel Customer Relationship office. The secondary Data- The Sec data was collected from the prospectus of the Company and from Internet and Newspapers etc. INTERNET: www.airtellive.com. NEWSPAPER: Times of India, Asian Age and Economic Times, Hindustan times .

Research Methodology

1. Research design This design of study is done to study the

Airtelmarketing mix.

2. Data collection tool The was collected through interview

method

3. Sources of data Primary data was collected by interview and

questionnaire method by customer relationship office.

4. secondary data- This project work is purely based on

secondary data collected by Magazine , Internet news paper T .V etc

Conclusion

In this way all information regarding the Company is been collected and data analysis and interpretation has been done by studying all information in this project I have came and conclusion that AirtelCellular company in all direction i.e. services, coverage, plans, achivemnets, and terrifs. This company incoming time will be leading in telecommunication companies in world and company will spread their web over whole world. In this way project case for Research Methodology subject has been completed.