INTRODUCTION

History
Today the world economy has undergone a radical

transformation in the last two decades. The companies are emerging at the faster level. The technology and advances have permitted companies to widen substantially both the Markets and suppliers sources. Now as companies are emerging with their new products, marketing has become exuberant activity in expanding the market globally. Marketing starts with human need and wants. It is a human activity directed at satisfying needs and wants through exchange process. Marketing management deals with identifying and meeting human and social needs. It is basically a meeting needs profitability. In other words we can say that It is the process of planning and executing conception, pricing, promotion and distribution of ideas, goods and services to create exchanges that satisfy individual and organizational goals. The aim of marketing is to know and understand the customer so well, that the product or service fits him and sells itself. It acts as an instrument to lift up the standard and life style of the economy with the help of marketing; we are able to get the products at our doorstep at our choice and needs. The whole

economy would be sluggish if marketing did not exist. Marketing is of critical importance because it maintains stability in the economic condition. Marketing is an existing, dynamic and contemporary field. It is recognized as the most significant activity in the society. Marketing has a widest connection which includes in its fold selling, buying, Transportation, warehousing, pricing and packaging. All these activities geared up together to reach strong preferences for particulars BRAND AWARENESS As such todays companies are facing the toughest competition everywhere marketing is playing a very important role
.

DEFINITIONS OF MARKETING Philip Kotler The marketing guru has said Marketing is a social and managerial process by which individuals and group obtain what they need and want through creating, offering and changing products of value with others.

American marketing association

Addressed marketing is the performance of business activities that direct the flow of goods and services from producer to consumer to user.

Cundiff and still Marketing is the business process by which products are matched with market and through which transfers of ownership are affected. In the words of Hansen Marketing is the process of discovering and translating consumers needs and wants into product and services and specifications, creating demand for these products and services and then in term expanding demand. By all these definitions we can derive that marketing is compressive term that includes all resource and set of activities necessary to direct and facilitate flow of goods and services from producer to consumer in the process of distribution.

OBJECTIVES OF MARKETING At the end of all marketing activities is the satisfaction of human wants and derive profits from them. The following are the most significant objective of marketing. Intelligent and effective application of modern marketing: Today economic changing growth rate, relatively high inflation, high interest rates, rapid technological change and new aggressive rivals challenge marketing firm to adopt and respond to change for survival and prosperity. To develop the market field: Marketing is the most dynamic field where change rules the roost. Change is continuing pre occupation among marketers.

 To develop and implement guiding policies for better results: Innovative marketing guiding policies and their effective implementation to assure better results. To suggest solutions by studying the problems relating to marketing: Identifying the problems really a challenge to the companies. I To find sources for further information concerning the market problems: The world of business in moving on the basis of countless decisions, marketing decisions are more complex and intricate having impinging impact on the very fortune of a company. THEORETICAL BACKGROUND OF THE PROBLEM SELECTED FOR THE STUDY People communicate with each other for various reasons. As the ability to gather process and communicate information the demand for the user more sophisticated technology has come into picture. Mobile technology has come into revolutionized the telecommunication industry. It has allowed communicating from a mobile location which has forever changed the way people communicate. Today, where a large proportion of the population and giving fitting solutions to the problems in various aspects of marketing is

own and use mobile connection, the companies have to cater to this needs. Bharti enterprises provide a different range of services like postpaid, Prepaid, SMS, S T D facility, national and international roaming, national and international S M S. which are being serviced to the customers under the brand name AIRTEL Today, we have a large number of brands of telecommunication available in the market. Since it is a very popular brand used, it is an industry by itself having a large number of competitors, each varying from one another to grab higher market share. This study is designed to understand the A STUDY ON BRAND AWARENESS OF AIRTEL MOBILE CONNECTION IN BHUBANESWAR. with competing other leading brands.

NEED FOR THE STUDY Today costumers are facing a growing range of choice in the different brands of products and services. They are making their choice on the basis of their perceptions of brand, quality service and value.

Companies need to understand the rapid growth of global market place. Where, the companies should choose brand names with an eye to their global reach. This study is not concerned only with brand awareness but deals also with other facts. It includes a wide preview of From where did they come to know about the product? Did they feel that the brand is important to purchase? If given, would they like to purchase same brand product again? Did they feel that the branded product matches their expectations? How the brands influence the market? How relevant the brand towards trend? Do brand suggestive to the products? Are they satisfied with the brand, price, quality etc? These questions will help in understanding better, what factor influence the people about brand awareness? The marketers have realized that they have to take technical decisions concerning the brand to cater to the needs of the consumers to develop brand identify and brand position. The company must understand how their consumers perceive brand, quality and how much they expect.

Therefore, it becomes very necessary to understand, analyze and evaluate the brand awareness in a systematic manner and act accordingly for existence. STATEMENT OF THE PROBLEM In the emerging knowledge based economy it has become necessary to know how much market power lies with the brand name. The study of brand awareness is essential in marketing planning. Customer needs and preferences keep changing where brands ultimately command customers loyalty. The realistic side of the problem is to know the acceptance level of the brand awareness towards the product. This study will help us to understand the brand awareness and what problems are being faced by the consumers, to which appropriate measures to be taken to solve the problems. This project has mainly been taken up to understand the brand awareness, buying motives to ensure the A STUDY ON BRAND AWARENESS OF AIRTEL MOBILE CONNECTION IN BHUBANESWAR. apart from this, it is to understand the new opportunities in the market for the improvement of brand awareness and sales towards the product.

SCOPE OF THE STUDY

The study plays a very important role in market research. It also helps to understand and identify the human action towards brand. The information thus gathered by conducting a systematic market research would help to finding out the brand awareness of the consumers. This study was mainly focused towards people of Bangalore who belong to different age group and reside in different localities, in order to find out their preference given to particular brand.

OBJECTIVES OF THE STUDY To identify the consumer needs.

To know the brand image AirTel. To measure the brand image towards AirTel. To know the consumer attitude and demand towards the brand AirTel.

To find opinion about brand and service provided by AirTel. To find the effectiveness of advertisement in developing the brand AirTel.

OPEARATIONAL DEFINATIONS OF CONCEPTS

Roaming:

Roaming is defined ad the type of service where exactly it can be used every where. It is a service which is accessible out side the state and country. Short message service: It referred to type of service where in messages can be typed in and sent from one mobile to another.

Activation:

The team activation refers to put the services into an action. It is nothing but actually giving life to a sim card or mobile.

Attitude: may be defined as an enduring organization of

Attitude

motivational, emotional, perceptual and cognitive process with respect to some aspect of the individual world.

Perception:

Perception can be defined as the process by which individuals acquire the purchase and interpret stimuli into meaningful coherent picture of the world.

Brand Image:

Brand image is the set of impressions and idea that consumers form about the brand. Consumer awareness: Consumer awareness is the knowledge of the product existence in the market.

Brand preference: It is the selection preference that a consumer according to a particular brand of product comparative evaluation with brands. Price: Price can be broadly classified as the amount of money the consumers have to pay for a product. Quality: Quality is the totality of features and characteristics of a product or service that bear its ability to satisfy or implied needs.

CHAPTER 4 RESEARCH METHODOLOGY METHODOLOGY Data is the information collected from various sources. It is concerned with gather accurate and proper knowledge about the problem that is in hand. Formally there are 2 types of gathering information namely primary data and secondary data. Data collection mode: One methods have been used to collect the relevant data, which are essential for the study, i.e: Secondary Data: it is compiled through books, magazines, newspapers and internet etc Sampling plan: A small selection of the large group which is taken for interviewing is called sampling. A sample is taken representative and adequate which gives proper information.

In order to study brand awareness towards AirTel mobile connection the following sampling plan was adopted.

Sampling technique: A simple random technique was adopted to select the representative sample from the sampling unit. Tools for data collection Data for this study is collected from secondary data. The secondary data was collected through discussion with officials of the company to get general information, data was also collected from newspapers, books, magazines, company records and internet etc LIMITATIONS OF THE STUDY The study is restricted to some areas of Bhubaneswar city. The findings of the study are based on the assumption that the respondents divulged correct information. The study is relevant only to present situation and not to future. Bias and unwillingness of certain respondents to answering some questions may hinder the study.

 The study is time bound, due to rapid changes in the market, expectation products. level of consumers, introduction of new

2.4 INDUSTRIAL BACKGROUND OF THE STUDY For the past few years, the technology has advanced with gathering processing and distribution of information. It has lead to enrichment of world wide telecommunications, radio, television and launching of communications satellites. The economy is growing due to rapid technological process where the need for communicating each other has been necessary. Organizations with hundred of offices spread over wide geographical area routinely expect to gather information at their remote out put at the push of the button. This realization resulted in a sophisticated way of communication which has leads to development of mobile and telecommunication industry. In the earlier days the telecommunication sector was operated by government. But as the economy had its growth with more population and companies coming in the need for communicating mobile, gathered importance. This leads to liberation and privatization of economy where new companies emerged in the mobile industry. In this whole process companies like AirTel, Spice, Vodafone, and Reliance have taken birth.

These companies have entered in to the market providing different types of services. In order to give good and accurate communication network companies had to work with the help of satellite networks. At present these are two types of satellite network namely. Global System for Mobile Communication (GSM) and Code Division Multiple Access (CDMA) Technologies which are marketing communication networking more easier. Global System for Mobile Communication [GSM] It is one of the satellite networks which have been designed as a fully digital system. It is currently use in over 50 countries inside and outside of Europe Global System for mobile communication work with the help of frequency above 1800MHz. A GSM system has up to maximum of 200 full duplex channels per cell. Each channel consists of downlink frequency from base station to the Mobile station and uplink frequency from the mobile station. The mobile station is located at particular distance with communication to base station which makes the signal reachability more easier. The base station is used to announce incoming calls each mobile station monitors its base station continuously to watch for calls it should answer. At present Global System for Mobile Communication Technology is used by companies like AirTel, Hutch and Spice etc

Code Division Multiple Access [CDMA] It is yet another method for allocating a wireless channel. It is one of the satellite networks which is used for communication purpose. It is completely different from all other allocation techniques. Code Division Multiple Access is based on dividing the channel into frequency bands and optical fibers. It is typically used for wireless systems with a fixed base station and many mobile stations depend on how for away the transmitters are CDMA Allows each station to transmit over the entire frequency spectrum all over the time. The base station gives commands to the Mobile stations to increase or decrease their transmission power. Companies like Tata Indicom, Reliance are using the CDMA Technology.

BHARTI ENTIREPRISES has been at the forefront of technology and has revolutionized telecommunications with its world class products and services established in 1976. Bharti has been a pioneering force with the telecom sector with many firsts and innovations to its credit. Bharti provided a range of telecom services which includes cellular, basic and internet recently, National and international and long distance. Bharti also manufactures and exports telephones terminals and cordless phones. Apart from being the largest manufacturer of telephone instruments in India, it also the first company to export its products to USA. Bharti has many joint ventures with world-class leader like SingTel (Singapore Telecom) Warburg, Pincus, USA, and Telia. Sweden,Asia infrastructure Mauritius, International finance USA and New York life international USA. No doubt, that Bharti enterprise is the leading brand of telecommunications representing India all over the world. The Bharti Tele ventures has developed the following strategies to achieve its objectives. Focus on maximizing revenue and margins Capture maximizing telecommunications revenue potential with minimum geographical coverage Focus of satisfying and retaining customers by ensuring high level customer satisfaction

 Emphasis on human resource development to achieve operational efficiencies. Bharti Tele-ventures current business includes Mobile service Fixed line National and international long distance service VSAT, Internet service and network solutions Bharti tele-venture is Indias leading private sector provides of telecommunication service based on its strong customer base consisting 8.28 million mobile. The company providing services to its customers by seeking out the best technologies in the world.

2.5 ORIGIN OF THE ORGANISATION AirTel comes from Bharti enterprises Ltd, a part of the biggest private integrated telecom conglomerate Bharti enterprises. AirTel was established due to the demand created in the mobile industry. AirTel welcomes consumer to vibrant world of unlimited opportunities not just through words but ideas, emotions and

feelings. To give consumers to unlimited freedom to reach out in special way. AirTel provides a range of services, which includes postpaid and prepaid. It is a leading cellular service provide with a footprint of services in 26 states covering all 4 metros. It has 7.5 million satisfied customers. 2.6 AIRTEL AS A BRAND For a brand to be successful, it must build enduring relationship with different audiences. Integral to this relationship is the visual image of the brand the consumer carries in his/her mind. The AirTel brand image is created through consistent application of a carefully developed visual identity, which helps AirTel distinguish it self in a cluttered market. AirTel visual identity helps to create instant brand recall and strengthens the relationship that it audience have with it. The AirTel visual identity has different elements that work together to create a strong and consistent for the brand. 2.7 The most important of these are As Follows: The AirTel logo:

The AirTel logo is a strong contemporary and confident symbol for a brand that is always ahead of the rest. It is a specially drawn word mark. The AirTel Image style: It corporate two solid, red rectangular forms whose counter form creates an open door way. The AirTel typographical style: The title lettering with its capital A is deliberately chosen to reinforce the brands leadership position. The red dot on the letter form I cues AirTels focus on innovation. The words Express Yourself are very much part of the Brand identity. The AirTel color palette: The lettering is gray so the pure black of the AirTel is visually unharmed. 2.8 VISION OF THE ORGANIZATION To make mobile communications a way of life to be the customers first choice. 2.9 MISSION OF THE ORGANIZATION

The company will meets the mobile communication needs of their customer through > > > > > Brand identity Error free service delivery Cost efficiency Unified messaging solutions Innovative products and services

2.10 VALUE OF THE ORGANIZATIONS Innoventuring To generate and implement enterprunial and innovate ideas which continuously creates new growth engines.

Customers first To provide delivery service beyond the expectations of the customer. The quality of the customer responsiveness clearly differentiates them from others. Performance culture The benchmark their process and performances against world class standards. To distinguish between performers by valuing achievements at the individual as well as team level. Valuing partnership

Get committed to building exemplary relationship with partners who stand on the principles of mutual growth and trust. Valuing people To mature as environment where people are respected and their uniqueness is valued. They believe that people are their key differentiator.

 Responsible Corporate Citizenship To get committed for making a positive and pro-active

contribution to the community. They will contribute to and abide by environmental and legal norms. Ethical Practices They will uphold the highest ethical standard in all internal and external relationship. 2.12 SERVICES OF THE ORGANIZATION AirTel provides a host of value added services. These services are divided in to six headings as per customer needs: Fun Unlimited Voice unlimited. Ring tones and downloads. AirTel messengers.

Mobile Plus Dial a service. Short Message Service (SMS). Information Service. Send and receive E-Mail. Mobile Banking.

Anytime anywhere Reach me. Roaming.

Business on the Move GPRS AirTel Tango WAP Services Multimedia Service (MMS) FAX & Data Services Call Management Call line identification (CLIP). Call line identification Restriction (CLIR). Call Waiting. Call Divert. Others STD / ISD Facility. Safe Custody. Itemized Billing. 2.13 SERVICES OFFERED BY THE COMPANY 1. AirTel Prepaid Bharti Enterprises, India's leading integrated telecom service provider gives AirTel Prepaid Ready Cellular Card and Recharge

Cards are available, all over the city at our retail outlets including 24 hour outlets. AirTel gives maximum benefits as it has no rental,

no

bills,

and

no

deposits.

It

gives

crystal

clear

communication all over the cities in Karnataka. Total Cost Control Enjoy the liberty of total cost control with your AirTel Pre-paid! Recharge as much as you feel the need to! Now that's what we call complete freedom!

No Rentals and No deposits Buy an AirTel prepaid card without having to pay any rentals!. Your AirTel prepaid card comes without you having to pay hefty deposits!

STD /ISD facility till the last rupee Now experience complete freedom like never before with AirTel! Our STD / ISD facility allows you to make long distance calls in India and Overseas from your cellular phone!

Instant Balance Inquiry Check your talk-time instantly by calling our toll-free number!

60 second pulse AirTel provides you with a 60-second pulse rate! Freedom for you to experience like never before!

Instant Recharge Avail of instant recharge on your AirTel prepaid card with just a few simple steps!

24-hour recharge facility with our round-the-clock recharge facility, recharge you AirTel prepaid card anytime, anywhere!

Caller Line Identification Call Line Identification gives you the power to know the phone number of the calling party even before you answer the call, thus giving you the choice to either reject or take the call. It provides the added advantage of saving the incoming number directly in the Handset Phone Book. So that the next time you want to call the same person, you don't need to retype his number, simply use your phone book.

Call Divert, Call Hold and Call Wait Avail of special services like call waiting, call hold and call divert all with your AirTel prepaid card!

Short Messaging Service (SMS) With AirTels Short Messaging Service (SMS), send messages and jokes to your friends and colleagues, anytime anywhere!

based SMS Information Services With AirTels SMS based information services; you can get up to-the-minute cricket scores, order flowers as well as send couriers or check your daily horoscope!

Voice Mail service Voice Mail lets you receive messages even when your handset is switched off or when you are outside the coverage area. You can listen to your messages whenever you feel like, from anywhere in the world. Voice Mail can store up to 75 messages.

Widest availability AirTel prepaid ready cellular card are available all over the city at over 7000 retail outlets including 24 hours outlets. Handset Compatibility With AirTel pre-paid recharge card, it would work with all modules of GSM handsets. Biggest Benefits AirTel prepaid recharge card are available across the city in convenient dominations of Rs. 324, Rs. 540, Rs. 2160 and Rs. 3240. Every time the card is recharged, there is a credit of calling value which has a new validity prepaid. The validity period is dependent on the determinant of recharge card and provides a grace period of 90 days.