Professional Documents
Culture Documents
SUBMITTED BY:
PADMA K. JHA
MBA-IB (2008-2010)
Roll No.: A1802008082
ACKNOWLEDGEMENT
I would also like to thank the entire team of AIRTEL for the constant
support and help in the successful completion of my project.
PADMA K. JHA
CERTIFICATE OF ORIGIN
The period for which he was on training was for Eight weeks, starting
from 4th May 2009 to 04th June 2009. This Summer Internship report
has the requisite standard for the partial fulfillment the Post Graduate
Degree in International Business. To the best of our knowledge no
part of this report has been reproduced from any other report and the
contents are based on original research.
TABLE OF CONTENTS
(Research Based)
Chapter No. Subject Page No.
ACKNOWLEDGEMENT................................. 3
COLLEGE CERTIFICATE.............................. 4
k. Board of directors.............................................. 43
l) Product profile………………….......……
1. Fixed line services .................................... ……..44
2. Broadband DSL................................................ 48
3. Digital tv interactive.......................................... 54
m) Advantages of broadband.................................... 58
n) Technology……………………........................... 59
o) Airtel offers………………….............................. 60
p) Marketing orientation…………..............………….63
q) Product life cycle……… …………........................ 64
CHAPTER-1
Theoretical and practical knowledge are two different but interrelated aspects,
which makes concepts clear and vision brighter and helps in facing the actual
situation. Although theory is first and foremost step, which acts as a base and
creates a picture in mind for a concept. But practical knowledge is the one,
which bridges the gap between the imagination and reality, which ultimately
gives shape to the concept.
Practical knowledge is also very important for developing thoughts and giving
shape to them. As I have done primary research, which is quite important and
helpful for:
Though it is not possible to have the information of all the spheres in market, in
such a very short period, but I tried to get more and more about all functions
and practices applied in practical working.
This project attempts to identify and define areas related to consumer behaviour
regarding new connection services. It also attempts to develop at least first
approach to these areas, to think through policies, principles, and practices to
accomplish the new tasks and to satisfy the customer needs. By this practical
training I am able to equip the manager with the understanding, the thinking, the
knowledge, and the skills for todays and also for tomorrow’s market exigency.
The study is based on the feedback from customer in Saket and Rajouri Garden,
New Delhi. The study is revealed that in that particular area consumers are 68%
aware regarding Airtel broadband & teleservices and as per the statistical
analysis we found that out of various sales promotion techniques 38%
customers suggest that sales person is the best sales promotion technique which
attract most to the them and 33% suggest that T.V is best sales promotion
technique which attract most to them, out of 100 sample size 97% respondent
are getting broadband & teleservices and out of them 58% customers are using
(0-1) single connection and 35% are using (2-3) connection , 37% customer are
expending more then 1000 rupees per month and 28% customers are expending
less then 500 , 75% customers rate their services as good it mean they are
satisfied with services of their current service provider and not ready to switch
on any other competitor company , 47% customers go for economical services
and as per the data collected MTNL is company who is providing more
economical services rather than other competitors and if we given an option to
customer to switch on other company than 51% will go for MTNL because its
more economical and 41% for Airtel because its services
Initially I was just having the bookish knowledge about all Marketing policies,
practices and functions, but after joining this organization, I got most of the
practical knowledge. I have come to know, what actually happens in the
organizations.
CHAPTER – 2
To find out consumer top of the mind when they buy Broadband and
Telephone?
In my project work I used exploratory research as per the research objective and
time & cost factor.
2.3 SAMPLING
After the researcher has formulated the problem and developed the research
design including the questionnaire, he has to decide whether he has to collect
the data from all people comprising the population.
If the data is to be collected only from some members of the population, it is
known as Sample Survey. We followed this survey and the size of the sample
was 100.
The sampling designs are mainly of two types’ non-probability sample designs
and probability sample design.
RANDOM SAMPLING: -
a random sample gives every unit of population a known and non probability of
being selected. Since random sampling implies equal probability to every unit in
the population; it is necessary that the selection of the sample must be free from
human judgment.
SYSTEMATIC SAMPLING: -
In this method first a sampling fraction is calculated as N/n where N is total no.
of units in the population and “n” is the size of sample.
CLUSTER SAMPLING: -
cluster sampling implies that instead of selecting individual units from the
population entire groups or clusters are selected random.
QUOTA SAMPLING: -
quota sampling involves the fixation of certain quotas, which are to be fulfilled
by the interviewers, since quota sampling is not based on random selection it is
not possible to calculate estimates of standard errors for the sample result.
JUDGEMENTAL SAMPLING: -
SAMPLE DESIGN
Area of Sample : The areas covered up in this survey was Saket and Rajouri
Garden.
Selection of units under study : Sampling Units from Saket and Rajouri
used in the business world for analyzing & evaluation business policy as well as
the analyzing & evaluates competitor’s activity and policy. The research is itself
valuable. The research gives fact and figure, which is useful in planning.
The study reveals many facts that have come up during my project and these
facts can either be used as opportunities in exploring and expanding the
business as well as can be used as safeguards against threats by the
competitions. To prepare an effective marketing strategy a company must study
it’s competitors as well as its actual and potential customer. A company should
maintain good relation with their customers keeping in view competitive
Also aims at finding out the market share in term of their sale, consumer
loyalty, and best sales promotion technique to increase the market share of the
company. This information is good guide to management as it brings out the
strength of the competition their product penetration, product demand their
promotion policy, which gives an overview where the company needs to
improve. This study basically aimed at providing the management desired vital
information about the market situation. It can be useful to understand the
consumer perception which is very vital for product mix as well as promotion
mix.
Thus this study is aimed to provide the management with some knowledge
about its status in market both in terms of sales and customer awareness. The
research also aims to provide some ideas to improve the company’s present
condition.
Customers were not willing to give answers of the questions due to their
busy schedules.
Few customers were not cooperating during the project survey. It was
quite difficult to collect necessary data.
Due to the time constraint and other imperative workload during the
training period it could not be made possible to explore more areas of
concern pertaining to project study.
The survey was carried out in some parts of Saket and Rajouri Garden
hence it doesn’t reflect the entire market scenario DEL and DSL.
As per the population of the study is huge, the researcher has taken only
Owing to their pre occupation some customers were unable to answer the
complete questionnaire.
Majority of the customer were too aggressive in nature.
CHAPTER-3
Unsurprisingly, the two paradigms differ in their views on the benefits derived
from consumption and the objectives that underscore consumer research. The
traditional, positivist perspective takes a very utilitarian approach to the benefits
from consumption. While the non-positivist perspectives place much greater
emphasis on the symbolic dimensions of choice. The objective of non-positivist
research endeavour is to achieve a better understanding of consumer behaviour
with no specific intent to influence consumer processes. Conversely, outcomes
of positivist research are directed toward advancing the goals of marketing
practice
Consumer behaviour theories
The study of customer behaviour provides a sound basis for identifying and
understanding the factors that influence consumers purchase on line. Schiffman
and Kanuk (2000) state that the behaviour that consumers display in searching,
purchasing, and evaluating products/services is those that they expect to fulfil
their needs. Although perception and behaviour are typically treated as two
completely separate phenomena, i.e. the input and output respectively, it has
been suggested that perception and behaviour are in fact two sides of the same
phenomenon and are closely related to each other (Rice, 1993). In order to
understand what customer perceive and how they act to affect their perceptions,
study of perception and behaviour should be treated as one integral part.
At present, the consumer decision process model has been well accepted. This
model of purchase as decision process is explained in more detail by Thorelli et
al. (1975). Thorelli’s decision model illustrates the type and shows there are a
series of semi-discrete steps which take place over time for the buyers and
purchasers.
Product Need:
External Search:
Thorelli et al (1975) describe that this stage represents all search of the external
environment for alternative solutions as well as for information helpful in
evaluating these alternatives. The search for information occurs on an internal
and external basis (Gilbert, 1999). The internal search for information from
previous experience might be relevant to the present purchase situation. The
extent and nature of external search for information likely in any given purchase
has been the subject of a great deal of research. When searching for information
in the external environment (e.g., friends and family), consumers focus on those
relevant attributes that are available and are diagnostic (Dick et al., 1990).
Evaluation of Alternatives:
Purchase Activity:
Purchase activity involves the actual final decision and physical activities
involved in making (or not making) the purchase. This stage includes the actual
transaction. However, as suggested by Kotler (2000), perceived risks of a
consumer can heavily influence his decision to modify, postpone, or avoid a
purchase decision. Therefore it is necessary for marketers to understand factors
that might provoke perceived risk in consumers and work out solutions to
reduce that.
This step is concerned primarily with the buyer’s use of the product purchased.
After purchasing the product, the consumer will experience some level of
satisfaction or dissatisfaction which will influence a consumers’ subsequent
behaviour. Dissatisfied consumers may abandon or return the product, they may
even complain to the other group (Kotler, 2000). It is clear that satisfactions and
dissatisfactions created by product performance will be important determinants
of attitudes and information stored as inputs to future purchase decisions.
This stage suggests that following the purchase process, the buyer (or non-
buyer) is left with cognitive content which may be quite different from that
which was present at the beginning of the process. Buyers may change their
attitudes, information and experience due to reasons of time and events. All of
these may serve to change substantially the nature of the decision process for
future purchases of the same type.
CHAPTER-4
accounts for 54.6% of the total telephone subscriber base, as compared to only
40% in 2003. Wireless subscriber growth is expected to bypass 2.5 million new
subscribers per month by 2007. The wireless technologies currently in use are
Global System for Mobile Communications (GSM) and Code Division Multiple
Access (CDMA). There are primarily 9 GSM and 5 CDMA operators providing
mobile services in 19 telecom circles and 4 metro cities, covering 2000 towns
across the country.
B. BRIEF HISTORY
YEAR
1851 First operational land lines were laid by the government near Calcutta
(seat
of British power)
1932 Merger of ETC and IRT into the Indian Radio and Cable
Communication
Company (IRCC)
1999 Cellular Services are launched in India. New National Telecom Policy
is adopted.
2000 DoT becomes a corporation, BSNL
C. MAJOR PLAYERS:
MTNL: State owned operator covering the cities. Provide both mobile and
fixed services.
Telecommunication
Industry
$6 Billion
Revenue
A.INTRODUCTION
Established in 1985, Bharti has been a pioneering force in the telecom sector
with many firsts and innovations to its credit, ranging from being the first
mobile service in Delhi, first private basic telephone service provider in the
country, first Indian company to provide comprehensive telecom services
outside India in Seychelles and first private sector service provider to launch
National Long Distance Services in India.
The Company Bharti Airtel is divided into 3 business units that are: •
MOBILE SERVICES
BROADBAND AND TELEPHONE SERVICES (B&T)
ENTERPRISE SERVICES
Business Divisions
The company Bharti Airtel Limited provides mobile services to its customers.
The company provides fixed and mobile wireless services in around 23
telecom circles by using the GSM technology. Bharti Airtel Company has
become the biggest mobile service provider in India on the basis of the number
of customers. The company in the future plans to expand its network in order to
establish its presence in more than 500,000 villages all across the country by
2010.
Among the various services that the Bharti Airtel Limited Company provides to
its customers, the services of broadband and telephone (B&T) are 1 of them.
The company provides broadband Internet services of high speed for it has the
best network in India. The company Bharti Airtel also provides telephone
services in around 94 cities of the country and this helps the people to stay
connected with one another. The company plans to expand its broadband and
telephone services by providing IPTV services and DTH operations.
Bharti Airtel is one of the topmost companies in the telecom sector in India
and is under the Bharti Enterprises Group. Airtel Bharti has been ranked as
the best performance company in the whole world by the Business Week
magazine. In 2007 its market share of mobile subscribers in India is at 23.4%.
Bharti Airtel has become a leading company in the telecom sector in India
due to the fact that it has provided the best quality of services to its
customers. And this has been possible for the company has a wide telecom
network that is of the latest technology. The Company Bharti Airtel Limited
in the future also should continue to upgrade its facilities for this will ensure
that high grade of services are provided to its customers
B. BRAND
Airtel was born free, a force unleashed into the market with a relentless and
unwavering determination to succeed. A spirit charged with energy, creativity
and a team driven “to seize the day” with an ambition to become the most
globally admired telecom service. Airtel, after just ten years, has risen to the
pinnacle of achievement.
Today we touch people’s lives with our Mobile services, Telemedia services, to
connecting India's leading 1000+ corporates. We also connect Indians living in
USA with our call home service.
C. STRATEGIC PARTENERSHIP
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.
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, Teletech & Mphasis.
D. ORGANISATION STRUCTURE:
Best Project Management’ Award for its Gujarat e-GRAM project - World
Communications Awards 2008
Best Carrier India for innovative products & services and efficient cost models
and the Ovum Telco-Transformation award recognizing philosophy and
execution of a successful outsourcing strategy at the Telecom Asia Awards 2008
Sunil Bharti Mittal was awarded the GSM Association Chairman’s Award
2008. The highest honour in global telecom sector, recognized his tremendous
contribution to the development of India’s telecom sector
Sunil Bharti Mittal adjudged the “Business Leader Transforming India, 2008
at the NDTV Profit Business Leadership Awards
Bharti Airtel sensitizes its employees towards CSR issues at various forums. We
feel that it is important that each employee should understand the importance of
environmental, social and economical aspects while taking business decisions.
At Bharti, each employee is sensitized towards CSR issues and thus operations
at the ground level are influenced. Such sensitization exercises have resulted in
many socially and environmentally sensitive decisions on the ground. For
example, Confidence Plan for hearing impaired people, covers noise-making
DG sets at extra cost, investing in consumer awareness campaigns to ensure
safe use of mobile are some examples of the above.
G. Employees Overview:
We believe that one of the most important drivers of growth and success for any
organization is its people. At Bharti Airtel, our ‘Mantra’ for employee delight
focuses on 5 Ps – People, Pride, Passion, Processes and Performance.
Bharti Airtel has been recognized among the Best Employers in the Country for
two successive years – being 14th in 2003 & jumping ahead of several other
large conglomerates to an enviable position of the 2nd Best Employer in the
Country in 2004. This is a clear demonstration & acknowledgement of the
robust, progressive, people as well as business aligned Human Resource
practices, which the organization has developed and implemented remarkably in
a very short span of time.
Bharti Airtel follows an “open door policy” to approach the management, which
helps resolve issues with mutual agreements. We encourage people to stand up
against any unfair treatment for which we have the Office of the Ombudsman,
where employees can raise any issues regarding business and workplace
conduct. Bharti ensures transparency through the various communication
policies, strategies and plans. . Regular Employee Communication Forums
provides a platform for the employees to raise issues that require resolution.
Our leaders strongly believe in facilitating and initiating activities that help
employees manage their health and well-being. Our focus always remains to
redefine leadership; we develop leaders who enable performance and inspire
their people to unleash their potential. Our people orientation reflects in our
vision of being “targeted by top talent”, and a key aspect of our business focus
“building a best-in-class leadership team that nurtures talent at every level.”
Employee friendly HR policies have been put in place, which amply reflect the
organization’s concern for its people. Some typical examples of these policies
and practices include a family-day at office, half day leave for birthdays, gifts
for anniversaries, compulsory 10 days off, festival celebration with family, no
official meetings on weekends, five day weeks, concierge services, call center
engagement programs etc. These “care” policies and practices are applied
across the organizational levels without any discrimination.
From self-management workshops to aerobics sessions, yoga classes to
provision of relaxation/meditation rooms, we ensure that every employee keeps
a check on his/her fitness. Tie-ups with leading health service organizations
Study of CONSUMER BEHAVIOUR at BHARTI AIRTEL LIMITED
Page 37
AMITY INTERNATIONAL BUSINESS SCHOOL, NOIDA 2008
(a) Most of the new Airtel buildings recycle waste water for sanitary and
cooling of equipment purposes e.g. DG sets and AC systems. These buildings
also have rain water harvesting systems for ground water replenishment where
appropriate.
(b) All Airtel offices have energy efficient light fittings and DG sets. We also
ensure automation that enables energy savings in our buildings. Building
Management System (BMS) – Intelligent Building concept is being followed in
all the new Airtel building and campuses that are coming up. The BMS
controls The Heating, Ventilation and Airconditioning (HVAC) system,,
Study of CONSUMER BEHAVIOUR at BHARTI AIRTEL LIMITED
Page 38
AMITY INTERNATIONAL BUSINESS SCHOOL, NOIDA 2008
(c) New buildings also incorporate the concept of and Energy Wheel which
optimises energy efficiency in buildings. The AC system in our buildings adds a
certain amount of fresh air periodically; In the process of adding this fresh air
the cool air within the building vents out which may result into higher usage of
energy to bring the cooling/ temperature back. The Energy Wheel concept
ensures that as we bring the fresh air in it is pre-cooled thereby optimizing
energy efficiency.
(d) Air quality is checked periodically in all Bharti Airtel offices, and based on
the results, duct cleaning, carpet cleaning, chair and sofa shampooing is
undertaken. Water quality is also monitored in cooling towers for DG sets and
Air Conditioner systems so that water born diseases such as legionella, etc. are
avoided.
(e) Use of air curtains on major office exits and double glazing also results in
significant energy saving.
(f)At the time of oil change in DG sets etc. the discarded oil for disposal is only
sent to companies/ vendors approved by the Central Pollution Control Board
(CPCB) for proper disposal as per CPCB approved processes. All Bharti Airtel
offices follow the basic requirements specified by the Pollution Control Board)
and ensure statutory compliance.
(g) All Bharti Airtel offices have fire alarm systems. Periodic fire drills are
carried out in Bharti Airtel offices as a practice. All Airtel offices are provided
with First Aid boxes and have identified people as First Aid specialists..
Bharti Airtel takes all its equipment from its key vendors, namely Nokia and
Ericsson, who comply with all the required health and safety norms. Each
contract with the supplier has a clause that they will comply with our code of
conduct and each year suppliers have to give Bharti Airtel a certificate that they
are compliant. There is an induction manual for sub-contractors to ensure that
they follow all the safety and statutory compliances as well as Bharti Standard
Operating Procedures.
Bharti Airtel is in the process of finalizing its Environment/ Health & Safety
Policy (EHS) and will apply for ISO 14001 compliance within the next 3 years
for each of its facilities.
Sharing Infrastructure:
Bharti, having grown to be a large company on many counts, faces the key issue
of operations coordination. While one would usually coordinate with others
through face-to-face meetings, Bharti has institutionalized the habit of using
videoconferencing and intranet facilities to interact. This significantly reduces
the need for transport and thereby fuel consumption, it saves on time and
generally creates a much more efficient working atmosphere. Bharti’s earnings
calls, i.e. sharing the results with our stakeholders, also happen via audio-
bridge. This enables investors and analysts world-wide to link in to the call and
raise queries. Bharti does not stop at providing these facilities for internal use
though. By offering our services, we enable people across the country to follow
the same path and cut down on transport. This is not only convenient; it also
saves tremendous fossil fuel consumption.
Green-Shelters:
Our Green shelter initiative has been appreciated by operators across the world
and is being studied for mass deployment in many countries.
Free-Cooling is another technique that we use to maintain temperature level
during night hours by circulating cooler natural air from outside to inside the
shelter by reworking air conditioner flows. This has reduced air conditioner
consumption by almost 30%.
Bharti Airtel is also working with its suppliers and experimenting with alternate
sources of energy like solar, wind, bio-fuel/ hydrogen to further reduce
environmental impact. We are very keen to look at the viability of these
technologies once experiments are being found to be successful like in the case
of Green Shelters.
Advertisement Material:
Bharti Airtel uses aqua-based ink for all its in-shop branding, in spite of its cost
being three times the cost of ink which is normally used. The aqua-based ink is
environment friendly and does not emit any fumes and hazard. Sometimes flex
materials are used for hoardings, but since they are not disposable these
hoardings are donated to poor people so that they can use it as roof-material on
their huts.
I.Community Initiatives
Overview
“We have an obligation to fulfill to society and the communities in which
we operate, and help improve the quality of life for everyone, today and in
the future.”
Based on the basic guidelines and direction provided in the Code of Conduct,
Bharti has undertaken many community programs.
Response to disaster:
Bharti Airtel undertook the following initiatives for immediate relief and
rehabilitation to Tsunami victims:
Bharti Airtel also partnered with an NGO to provide relief to the flood victims
in the flood hit areas of Assam, Bihar and West Bengal. A ‘Material Collection
Drive’ was undertaken across Bharti offices, for collection of material such as
clothes, utensils, footwear, blankets, dry ration and monetary donations. 55
cartons of clothes and 65 kilos of ration were dispatched, in addition to
monetary contributions.
Bharti Airtel employees have undertaken vary initiatives to reach out to the
local community. Some of such initiatives are listed below :
Airtel Experience Centre by Access MP… for the benefit of the benefit of
visually impaired people as well as people from deprived section of society
Mobile Services Jammu & Kashmir donated free medicines, stationery, clothes
and other utility items at the ‘Missionaries of Charity Home for Destitute’
Mobile Services MP & CG supported the ‘Walkathon’ to create awareness
about diabetes on ‘World Diabetes Day’, organized by the Indian medical
Association
Airtel Maharashtra & Goa team visited the Thalassemia Ward of Sassoon
Hospital to interact with children as well as the families affected
Ariel Kerala team visited an old age home and shared a day full of fun with the
members of he home
A tree plantation drive was carried out by Access-NCR, Access-North and
Access-UP West Circles, where in free tree saplings were planted.
Airtel Madhya Pradesh & Chhattisgarh planted trees on its fourth ‘Circle
Inception Day’
B) Bharti Foundation
Bharti Foundation’s mission is to create and support programs that bring about
sustainable changes through education, use of technology and information and
best practice sharing.
Bharti Foundation has established itself the goals of improving accessibility and
quality of education at the school level for underprivileged children, and to
provide education and training opportunities to youth.
J. Corporate Governance
During the financial year 2003-04, your Company was assigned highest
Governance and Value Creation (GVC) rating viz. ‘Level 1’ rating by CRISIL,
which indicates that the company’s capability with respect to creating wealth
for all its stakeholders is the highest, while adopting sound Corporate
Governance practices.This rating was re-affirmed by CRISIL on April 20,2006.
• Board of Directors
• Audit Committee
• Human Resource (HR)/ Remuneration Committee
• ESOP Compensation Committee
• Investors Grievance Committee
• Memorandum of Association
• Article of Association
K. BOARD OF DIRECTORS:
The board of directors of the Company has an optimum mix of executive and
non-executive directors, which consists of two executive and twelve non-
executive directors. The Chairman and Managing Director, Mr.
Sunil Bharti Mittal is an Executive Director and the number of Independent
Directors on the Board is 50% of the total board strength. The independence of
a director is determined on the basis that such director does not have any
material pecuniary relationship with the Company, its promoters or its
management, which may affect the independence of the judgment of a Director.
The board members possess requisite skills, experience and expertise required
to take decisions, which are in the best interest of the Company.
Ajay Lal
Arun Bharat Ram
L. PRODUCT PROFILE
KEY FEATURES
• CALL WAITING
• CALL FORWARDING
• PARELLEL RINGING
• 3 WAY CONFERENCE
• ABBREVIATED DIALING
• HELLO TUNES :
• AIRTEL LIVE :
BENEFITS:
This service provides switching at the central office instead of the customer’s
premises and works like an EPABX service. Airtel business Services owns
and manages all the communication equipment and software necessary to
implement the Centrex service, thus providing future proof and hassle free
features to its subscribers. With Centrex facility, you can access other
members of your group through short digit dialling thus connecting
geographically dispersed offices.
FEATURES
• SHORT DIGIT DIALING
• 3 WAY CONFERENCE
• VOICE MAIL
• CALL PICKUP
• AUTO CALLBACK
• PARELLEL RINGING
BENEFITS
The ISDN PRI offers 30b channels and 2d channels where B operates at 64
Kbps. Thus a 2048 Kbps line is formed which is primarily used for:
The ISDN BRI offers 2B channels and one D channel, where B operates at 64
Kbps. Thus a 128 Kbps line is formed which is primarily used for:
• DATA TRANSFER
• VIDEO CONFERENCING
• HIGH UPTIME
2. BROADBAND DSL
With DSL internet service you can download graphics, heavy files, large
documents, software, photos, email attachments and more, instantly. It’s perfect
for real time interactive multimedia, broadcast quality video, distance learning
and video-on-demand.
BENEFITS
• ALWAYS ON SERVICE
high speed N*STM-1 optic fibre backbone for ISP operations. Online
performance reports, 24/7*365 support and proactive monitoring of the circuits
enable you to enjoy the best internet connectivity.
• N*64 Kbps
• N*E1
• N*DS3
• N*STM-1
• RADIO LINK
• VSAT
BENEFITS
Leased line services offer secure private line connections committed to business
data transfer needs. They are offered on our dedicated 30,000 km fiber optic
backbone, which has a built- in redundancy due to its ring architecture.
The network is based on SDH and DWDM technologies. Leased lines as clear
channel services can run away voice, video or data applications.
• Ethernet over SDH – Customers are offered the option to run end to end
Ethernet over dedicated point to point circuits.
BENEFITS
VIDEO SURVEILLANCE
Video Surveillance is an ideal service for businesses that have wide spread
offices/stores/god owns and thus need security and surveillance. This
service allows you to capture and transmit video images in digital form.
FEATURES
• Wireless
BENEFITS:
• Easy deployment
SATELLITE SERVICES
Airtel business services satellite service help you connect remote locations at
minimal cost and provide a host of new applications and value ads like voice –
over- IP, multimedia streaming, on demand services, scheduled video
conference and distance education. It is offered over the Ku and extended c
band. We have three hubs in Bangalore, Mumbai and New Delhi.
PAMA / DAMA:
Extend your network to remote locations using our VSAT services, highly
reliable communication can be offered with a central hub and at almost any
number of geographically dispersed sites.
RANGE OF APPLICATIONS
• ON DEMAND SERVICES
• MULTIMEDIA STREAMING
MPLS Portfolio:
BENEFITS
With the launch of Airtel digital TV interactive, we begin offering the Triple
Play Advantage offer to our customers - leading in with voice, then broadband
and now television and video on demand. We offer our customers a Single
Knock on The Door experience - a uniform Airtel Quality of Experience with a
single Customer Service interface and a single unified bill for voice, broadband
and TV and video entertainment.”
• A. Magic@ Home Pack - our Triple Play Plan - at Rs. 999 per month
which gives 135 channels including 256 kbps broadband speed with
unlimited download and a landline connection.
B. Combo Pack - our IPTV and Broadband Plan - at Rs. 599 per month
which gives 117 channels including 256 kbps broadband speed with
download limit of 2.5 GB
24 hrs with our Pay-Per-View feature. It's like walking into a theatre and buying
a ticket for the movie of your choice. Plus, you get the best seats.
Interactive applications
Games
Airtel digital TV interactive gives you games to play while you wait for your
favorite program to start. You can choose from a nice collection of games to
exercise your mind while passing time.
You can watch the channel being played in a small screen on your games page
so you can switch back to the channel the moment your favorite program starts.
You can choose from Tic-Tac-Toe, Sudoku, Discover the Word, Connect Four
or Concentration and start playing. The games will be refreshed and new games
will be added frequently.
More Control
Time-shifted TV:
Airtel digital TV interactive gives you the power to view any program you may
have missed over the past 7 days.
Parental Control:
With an easy to use interface, parents can also lock VOD content to prevent
younger children from accessing inappropriate content.
The Airtel installation team will install and connect the equipment for you.
Here's an illustration of the networking process of how STB gets connected
to TV incase you have any doubts
M. Advantages of broadband
Why wait to connect
With Airtel Broadband, the internet is always ON, always available! No more
waiting for dial-up to connect. You are ready to use the internet as soon as you
switch on your computer.
Power Surfing
With speed of up to 2Mbps, feel the excitement of doing more on Internet.
Shop, download MP3, exchange heavy files and chat at an enviable speed, all
thanks to an extensive Broadband Services infrastructure. No more
disconnections in the middle of download.
Robust installation
Our world class infrastructure & end-to-end digital network of underground
copper cable lines ensure an extremely robust connection that eliminates the
risk of damage. Superior server technology and a dedicated port provide total
security to data storage and information exchange through the Internet.
Go Wifi
Did you know that wi-fi helps you connect your computer/laptop to internet
without ‘wires’. You do not have to park a place in your home to connect with
the world. You can take your laptop around to any place in your home-
bedroom, balcony or even kitchen and keep that music playing or chat going
on without getting disconnected. Enjoy freedom from wires with Airtel
broadband.
DSL provides blazing-fast, secure Internet access and can be delivered to both
homes and to businesses. Delivered right through a regular telephone line, data
rates can vary from 128Kb to 8Mb per second depending on the type and cost of
the service.
Instant Access
Digital Subscriber Line (DSL) technology provides instant Internet and network
access at speeds up to 50 times faster than a 28.8Kbps modem on a standard
analogue phone line. There are no dial-up delays, no busy signals. What used to
take minutes or hours to download, will now take just seconds or minutes.
Experience Multimedia
With DSL Internet Service you can download graphics-heavy files, large
documents, software, photos, email attachments, and more, instantly. It's perfect
for real-time interactive multimedia, broadcast quality video, distance learning,
and video-on-demand. And because DSL Internet Service sends data and voice
over the same line, you can talk on the phone while you are online.
Never Wait!
It's also a service that you don't have to dial into. Just turn on your PC, open a
browser, and you're ready to surf. (No more hearing those annoying beeps and
tones, then waiting to be connected. You're always connected whenever you
wish to!). Beyond Internet access, DSL also has the ability to carry additional
phone lines and entertainment services using the same pair of wires.
O. WHAT DOES AIRTEL OFFER? (Broadband & internet)
1.COVERAGE It covers 94 cities in India.
Airtel has tied up with Secure™, one of the best in PC security, to provide you
and your family with our great value online security package. Airtel PC
Secure offers advanced protection for your PC, and the private information on
it, from viruses, spyware, hackers and other threats. It detects and removes them
as they try to enter your computer, so you can safely read email, chat with
instant messaging and download files.
3.Entertainment on Airtel:
Have fun with Airtel broadband! Imagine, downloading the games for free and
downloading your favourite tunes at unbelievably low prices.
Choose your style. Now even for your homepage. Just log-in with your Airtel
Broadband ID and unleash great music at great prices!
Just log-in with your Airtel Broadband ID and unleash great music at great
prices!Just log-in with your Airtel Broadband ID and unleash great music at
great prices!
5.One Airtel
6. DIGITAL TV interactive
Change the way you watch television with the most advanced technology in the
world, digital TV interactive from Airtel. Now demand what you want to watch,
when you want to watch it. digital TV interactive is less prone to rain or other
atmospheric interferences and delivers a far superior TV viewing experience
than your normal cable. With digital quality audio and video, a wide range of
TV programming, video on demand services and a host of interactive features,
digital TV interactive makes your TV viewing experience simply amazing.
What’s more, it is a single telephone line that enables you to use the telephone,
internet and digital TV interactive together.
7. Services:
Airtel brings you a host of exciting features ranging from facilities like online
tests, in touch and Video Surveillance Solutions to trouble shooting devices
like, Net Expert and Web Jockey.
8. Reach Airtel:
Our aim is to help you as quickly and as efficiently as possible at first point of
contact. In this section you’ll find an opportunity to email us directly, useful
telephone numbers, quick links to store locations, payment centres and much
more.
a.Customer support
As an Airtel customer you have the convenience to access our 24-hr customer
service number from any part
of India, from your Airtel phone.
a) They take personal responsibility to "get" the answer for any problem
prevent them
c) They give answers to the questions & requests, quickly & efficiently.
d) They have a positive tone & manner while interacting with customers.
Airtel realizes that attracting people 'is easy but converting them into loyal
MARKETING OBJECTIVES
Strategies
services.
distribution.
customers.
STRENGTH WEAKNESS
Very focused on
telecom.
Leadership in fast
growing cellular Price Competition from
segment. BSNL and MTNL
The only Indian Untapped Rural market
operator, other
than VSNL, that has
an international
The fast-expanding IPLC
market. Competition from other
Latest technology and low cellular and mobile
cost advantage. operaters.
Huge market. Saturation point in Basic
Low Broadband telephony service
Penetration, Rural New entry in digital tv.
Telephoney
OPPORTUNITIES THREATS
STRENGTH:-
• The company has covered the entire Indian nation with its network. This
has underpinned its large and rising customer base.
WEAKNESS:-
Study of CONSUMER BEHAVIOUR at BHARTI AIRTEL LIMITED
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AMITY INTERNATIONAL BUSINESS SCHOOL, NOIDA 2008
• An often cited original weakness is that when the business was started by
Sunil Bharti Mittal over 15 years ago, the business has little knowledge
and experience of how a cellular telephone system actually worked. So
the start-up business had to outsource to industry experts in the field.
• Until recently Airtel did not own its own towers, which was a particular
strength of some of its competitors such as Hutchison Essar. Towers are
important if your company wishes to provide wide coverage nationally.
OPPORTUNITY:-
• Focused approach towards small market can also increase the sale of
airtel.
• New plans can be provided to the customers to attract them to push the sale
of airtel.
THREATS:-
Intervals.
CHAPTER-5
Data is the key activity of marketing research. The design of the data collecting
statistical analysis and interpretation. Hence the first step in statistical work is to
obtain data.
Secondary source of data includes the past records of company and data
available on company’s website.
DATA COLLECTION
• Data collection from customers of different areas viz. Saket and Rajouri
garden (New Delhi).
Data collection for the research was through Primary Data, Secondary Data
and survey. The data was collected by Judgmental sampling which is
considered to be a non probability sampling.
The data were collected through the following methodical techniques in this
report.
Through questionnaires
Through interview
Through observation
1. QUESTIONNAIRES:-
There are two types of questionnaires, the first one is standard questionnaire
and the second is un-standard questionnaire. The authority or expert sets the
standard questionnaire. In the other hand un-structured questionnaire is set
according to objective of the study by researcher.
In this research work I used un-structured questionnaire with my best ability and
under the guidance of my project guide.
2. INTERVIEW METHOD: -
This is a face to face interaction in which most of the interviewers are directly
questioned and according to that personal and professional problem are
collected from them. According to data competitor’s policy was found out
along with their strengths and was able to conclude all facts with competitor’s
point of view.
3. OBSERVATION METHOD:-
In this method the consumers were contacted to find out the opinion about the
DEL and DSL. After the observation was done the data were shaped in
questionnaire format. This method gave an idea about the satisfaction level of
consumers, towards the product and company.
2. Secondary Data
Primary data are gathered for the specific purpose or for a specific research
problem, i.e. data that is gathered first hand, with the help of questionnaires,
project objective.
When the data are required for the particular study can be found neither in the
internal record of the enterprises nor in published sources. In some cases it may
1. Observation
2. Survey
The primary data was collected with the help of QUESTIONNAIRES, Visit to
customers Shops and offices.
5.3 SECONDARY DATA
Secondary data are the data, which already exists somewhere. Data
gathered and recorded by someone else prior to and for some purpose other than
the current project .Secondary data provide starting point for research and after
that the advantage of low cost and ready availability. Secondary data can be
1. Internal data
2. External data
When researcher uses the data that has already been collected by
other data are called secondary data. Secondary data can be obtained from
organisation to facilitate its operations and annual report. External data are those
Sources from which the researcher has taken the secondary data are as
under:
1. Direct observation
2. Airtel website
6. Airtel’s Brouchers
Inexpensive Out-dated
Obtained Rapidly Data not consistent with needs
Not time consuming Uncertain accuracy
In this report as the sample size was hundred Hence, we used MS-Excel and
SPSS for tabulating the data and designing the bar diagrams and pie-charts.
CHAPTER-6
Cumulative
Frequency Percent Valid Percent Percent
Valid Yes 68 68.0 68.0 68.0
No 32 32.0 32.0 100.0
Total 100 100.0 100.0
consumer awareness
68.00%
INTERPRETATION
• 68% people are aware about Airtel broadband & teleservices.
• 32% people are not aware about Airtel broadband & teleservices
As sales promotion is very necessary part of every business just to enhance the
sales .so it is necessary to know which is the best technique which will increase
the sales of the company. So after collecting data from 100 respondents got the
following results
Cumulative
Frequency Percent Valid Percent Percent
Valid Television 33 33.0 33.0 33.0
Radio 8 8.0 8.0 41.0
News paper 7 7.0 7.0 48.0
40.0%
30.0%
Percent
20.0%
10.0%
0.0%
Television Radio Newspaper Banner Salesperson
salespromotiontechnique
It can be determined from the above diagram that sales person is the one of the
best technique for sales promotion because 38% people said that this is the way
by which the company can enhance their sales. Timely feedback or in touch
with customers can definitely increase the sales of the company. After that
Television is also good technique by which company can do two things brand
awareness and sales promotion, one of the major advantages of this technique is
it covers wide area and cost is less as compare to sales person technique and
other techniques are supported by very few people.
MARKET SHARE
Airtel 45 45%
MTNL 28 28%
Airtel and MTNL both 17 17%
MTNL AND TATA both 10 10%
50
45
40
35
30
25
% 20
15
10
5
0
MTNL AND
Airtel MTNL Airtel and MTNL
TATA
brand
It has revealed from the above diagram that Airtel is the largest market share in
Saket and Rajouri Garden as compare to MTNL, TATA, RELIANCE, SIFY and
others. It is very clear from the diagram that there is very tough competition
between airtel and mtnl.
Worst 00 01 00 00
Bad 02 00 04 01
Good 05 04 06 00
Better 45 28 00 00
Best 00 05 00 00
50
45
40
35
Airtel
30
Mtnl
% 25
TATA
20
RELIANCE
15
10
5
0
worst bad good bettar best
RATING
The data collected above shows that Airtel is only service provider which
satisfies the maximum number of consumers as compare to MTNL and others
because 45 % of consumers ranked it better and if we see MTNL customer’s
only 28% consumers ranked it better. It is very clear in the diagram Airtel
subscribers are very much satisfied by the services and don’t want to switch
over.
CONSUMER BUYING PREFERENCE
We also wanted to assess that if a person had bought broadband services on
what basis did he select that particular brand. We wanted to know the top of the
mind from all the parameters were considered.
Valid Cumulative
Frequency Percent Percent Percent
Valid High speed 13 13.0 13.0 13.0
Availability of
7 7.0 7.0 20.0
services
Value added
6 6.0 6.0 26.0
services
Economical 47 47.0 47.0 73.0
Unlimited
18 18.0 18.0 91.0
Downloading
All 9 9.0 9.0 100.0
Total 100 100.0 100.0
CONSUMER BUYINGPREFERENCE
9.00%
13.00%
High speed
Availabilityof services
Value added services
7.00% Economical
18.00%
Unlimited Downloading
All
6.00%
47.00%
It’s revealed out from the above diagram that what people look for in it when
they buy broadband & telephonic connection as we can see from the above pie
chart that 47 % of people said that economical plans is the major buying
criteria, 18% of think that broadband should high speed, 13% think that
downloading should be unlimited, 9% think that all services should be there and
6% think that value added services should be there.
Response analysis of people using broadband and
teleservices
Top of the mind brand for broadband and teleservices
Cumulative
Frequency Percent Valid Percent Percent
Valid Sify 4 4.0 4.0 4.0
Airtel 41 41.0 41.0 45.0
MTNL 51 51.0 51.0 96.0
Tata indicom 2 2.0 2.0 98.0
Reliance 1 1.0 1.0 99.0
Others 1 1.0 1.0 100.0
Total 100 100.0 100.0
60.0%
50.0%
40.0%
Percent
30.0%
20.0%
10.0%
0.0%
Sify Airtel MTNL Tata indicom Reliance Orthers
brand name
The objective of this research was to determine the top of the mind buying
preference of the buyer for broadband and teleservices. We also wanted to
assess the brand preference for buyers of broadband and teleservices. It was also
desired from the study to determine the factors which influence a decision of
buyer in favour of a particular brand.
We visited the small enterprises, shops to find out consumer awareness, brand
preference, consumer expectation and demand for broadband and teleservices.
After collecting data from Saket and Rajouri Garden finally We obsesrve that
MTNL is the company which provides economical plans as compare to
other companies and if we given an option to select one then 51% of people
want MTNL just because of economical plans and 41% of people want
Airtel because of its good services and offering maximum features. It should
create awareness about its new plans for SME’s.
The research revealed that 68% people aware about the airtel broadband
and teleservices and this is quiet strange that 32% people unaware about
the broadband and teleservices of Airtel. This is not a good indicator for the
company.
The people who are unaware of the airtel broadband and teleservices, now this
is time when company can aware the customers and enhance the sales through
their sales persons or televisions because these are two best techniques which is
supported by consumers themselves. 38% people said sales person is one of
the best techniques because by this they can aware as well as sale the
product or service and 33% people said sales person cannot cover up wide
area and it is costly also so advertisement on television is the best technique
and this is cost effective and cover up the wide area.
The people who had experienced of using broadband and teleservices were
asked their brand preference, then 51% people preferred MTNL for two
simple reasons economical plans and ethics and when talking about
teleservices only MTNL’s name comes to the mind, while 41 % preferred
Airtel because of innovative features and good services.
When talking about the comparison in the services provide by the company or
the level of satisfaction so 45% people ranked bettar for Airtel and 28%
people ranked bettar for MTNL and 5% people said good for Airtel and 4%
people said good for MTNL and 6% people said good for TATA. So it is very
clear that Airtel consumers are satisfied by their service provider and those
who said bad or worst company should take care of them and try to solve their
problems as soon as possible.
The people who are using broadband and teleservices, when asked to them what
do you look when you buy broadband services then 47 % people said
economical plans, 18 % people said unlimited downloading, 13% high speed,
etc so it is very clear from this data that most buying preference in case of
broadband is economic plans and the services provided by the company.
CHAPTER –7
7.0 RECOMMENDATIONS
Study of CONSUMER BEHAVIOUR at BHARTI AIRTEL LIMITED
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AMITY INTERNATIONAL BUSINESS SCHOOL, NOIDA 2008
On the basis of research and analysis of the study conducted in Saket and
Rajouri Garden. I would like to suggest the following key points to the
company.
During my project this fact becomes clear that the customer is not
well aware about the all product and services of Airtel so through the
strong advertisement company should try to increase the awareness of the
Airtel services.
.
(a) The company should sponsor local programs
(b) The company should arrange briefing sessions at prominent clubs such as
The company should try to build some feed back mechanism from the
customer to check the performance of the sales executives and to make
them loyal.
(a) The company should look the strategies of the competitive companies.
(b) The company should try its level best to keep the price low as compare
to competitors.
(c) The schemes should be updated as per the needs and occasions
CHAPTER-8
8.0 BIBLIOGRAPHY
BOOKS
Websites:
WWW. BHARTIAIRTEL.IN
WWW. AIRTEL.IN
SEARCH ENGINE:-
• WWW.GOOGLE.COM
• WWW.YAHOO.COM
• http://en.wikipedia.org
MAGAZINES:-
• BUSINESS WORLD
• BUSINESS TODAY
• 4 p’s
Study of CONSUMER BEHAVIOUR at BHARTI AIRTEL LIMITED
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AMITY INTERNATIONAL BUSINESS SCHOOL, NOIDA 2008
CHAPTER-9
ANNEXURE
9.0 QUESTIONNAIRE
RESPONDENT INFORMATION
NAME………………………COMPANY……………………………
CONTACT NO………………………………………………………..
EMAIL I.D…………………………………………………………….
Yes No
3. From which company you are getting Broadband & telephonic services?
………………………………………………………………………
7. How will you rate the services of your current provider?
MTNL
TATA
Reliance
8. When you buy broadband connection what do you look for in it?
RELIANCE ________________________________________
OTHERS _________________________________________
…………………………………………………………………………
(A Bharti Enterprise)
Aravali Crescent,
1, Nelson Mandela Road,
Vasant Kunj, Phase II,
New Delhi – 110 070, India
b) REVENUE COMPARISION
c) NET PROFIT
Study of CONSUMER BEHAVIOUR at BHARTI AIRTEL LIMITED
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AMITY INTERNATIONAL BUSINESS SCHOOL, NOIDA 2008
During the quarter, Airtel’s mobile subscriber base grew from 85,651,000 subscribers to
93,923,000, up 10% quarter on quarter, and a 52% growth year on year from 61,985,000 at
the end of last fiscal.
With this increase in traffic, Airtel’s ARPU has dropped from Rs 324 last quarter to Rs 305
and its average Minutes of Use has fallen by 20 minutes from last quarter.
The growth in Telemedia services (DTH, Broadband and IPTV) hasn’t still taken off,
growing just 4% to 2,226,000 at the end of March 2009, growing just 4% since the end of
December. Year on year, the company has recorded a 18% growth in Telemedia services
revenues to Rs 33,517 million.
Consolidated EBITDA margins for the quarter continued to stand at 41% at Rs 40,014 crores
like previous quarters, but has decreased by 2% from last fiscal. The company said that it
believes the EBITDA margin is sustainable. Quarter on quarter growth of EBITDA has
dropped to 1% from 7% reported in Q3.
e)
9.2 GRAPHS
CELLULAR :-
CHAPTER-10
DELHI'.
In this global and competitive era all business activity needs more complex
superior and enhanced technology.
The telecom industry grows tremendously in past few years in the present
scenario the telecom industry become more consumers oriented.
A market research survey was carried out in Saket and Rajouri Garden using
unstructured questionnaire responded were interviewed to know are they
satisfied by the services provided by the company and demand for DEL and
DSL.
It is observed that though the price continues to be a factor, the brand image and
the efficient after sales service are becoming more important criteria for the
customer in deciding the purchase of DEL and DSL products.
Since customers are the most important asset of any organization, there is
This project is intended for a wide audience. It will be useful to not only the
also to the people in any other field and management practitioners who want to